Volitions as well as feelings and thoughts tend to follow the line of least resistance. That is what makes habit. Suggest to a man that it is impossible to change his mind and in most cases it becomes more difficult to do so--the exception is the man who naturally jumps to the contrary. Counter suggestion is the only way to reach him. Suggest subtly and persistently that the opinions of those in the audience who are opposed to your views are changing, and it requires an effort of the will--in fact, a summoning of the forces of feeling, thought and will--to stem the tide of change that has subconsciously set in.
But, not only are we moved by authority, and tend toward channels of least resistance: _We are all influenced by our environments_. It is difficult to rise above the sway of a crowd--its enthusiasms and its fears are contagious because they are suggestive. What so many feel, we say to ourselves, must have some basis in truth. Ten times ten makes more than one hundred. Set ten men to speaking to ten audiences of ten men each, and compare the aggregate power of those ten speakers with that of one man addressing one hundred men. The ten speakers may be more logically convincing than the single orator, but the chances are strongly in favor of the one man"s reaching a greater total effect, for the hundred men will radiate conviction and resolution as ten small groups could not. We all know the truism about the enthusiasm of numbers. (See the chapter on "Influencing the Crowd.")
Environment controls us unless the contrary is strongly suggested. A gloomy day, in a drab room, spa.r.s.ely tenanted by listeners, invites platform disaster. Everyone feels it in the air. But let the speaker walk squarely up to the issue and suggest by all his feeling, manner and words that this is going to be a great gathering in every vital sense, and see how the suggestive power of environment recedes before the advance of a more potent suggestion--if such the speaker is able to make it.
Now these three factors--respect for authority, tendency to follow lines of least resistance, and susceptibility to environment--all help to bring the auditor into a state of mind favorable to suggestive influences, but they also react on the speaker, and now we must consider those personally causative, or subjective, forces which enable him to use suggestion effectively.
_How the Speaker Can Make Suggestion Effective_
We have seen that under the influence of authoritative suggestion the audience is inclined to accept the speaker"s a.s.sertion without argument and criticism. But the audience is not in this state of mind unless it has implicit confidence in the speaker. If they lack faith in him, question his motives or knowledge, or even object to his manner they will not be moved by his most logical conclusion and will fail to give him a just hearing. _It is all a matter of their confidence in him._ Whether the speaker finds it already in the warm, expectant look of his hearers, or must win to it against opposition or coldness, he must gain that one great vantage point before his suggestions take on power in the hearts of his listeners. Confidence is the mother of Conviction.
Note in the opening of Henry W. Grady"s after-dinner speech how he attempted to secure the confidence of his audience. He created a receptive atmosphere by a humorous story; expressed his desire to speak with earnestness and sincerity; acknowledged "the vast interests involved;" deprecated his "untried arm," and professed his humility.
Would not such an introduction give you confidence in the speaker, unless you were strongly opposed to him? And even then, would it not partly disarm your antagonism?
Mr. President:--Bidden by your invitation to a discussion of the race problem--forbidden by occasion to make a political speech--I appreciate, in trying to reconcile orders with propriety, the perplexity of the little maid, who, bidden to learn to swim, was yet adjured, "Now, go, my darling; hang your clothes on a hickory limb, and don"t go near the water."
The stoutest apostle of the Church, they say, is the missionary, and the missionary, wherever he unfurls his flag, will never find himself in deeper need of unction and address than I, bidden tonight to plant the standard of a Southern Democrat in Boston"s banquet hall, and to discuss the problem of the races in the home of Phillips and of Sumner. But, Mr. President, if a purpose to speak in perfect frankness and sincerity; if earnest understanding of the vast interests involved; if a consecrating sense of what disaster may follow further misunderstanding and estrangement; if these may be counted to steady undisciplined speech and to strengthen an untried arm--then, sir, I shall find the courage to proceed.
Note also Mr. Bryan"s attempt to secure the confidence of his audience in the following introduction to his "Cross of Gold" speech delivered before the National Democratic Convention in Chicago, 1896. He a.s.serts his own inability to oppose the "distinguished gentleman;" he maintains the holiness of his cause; and he declares that he will speak in the interest of humanity--well knowing that humanity is likely to have confidence in the champion of their rights. This introduction completely dominated the audience, and the speech made Mr. Bryan famous.
Mr. Chairman and Gentlemen of the Convention: I would be presumptuous indeed to present myself against the distinguished gentlemen to whom you have listened if this were a mere measuring of abilities; but this is not a contest between persons. The humblest citizen in all the land, when clad in the armor of a righteous cause, is stronger than all the hosts of error. I come to speak to you in defense of a cause as holy as the cause of liberty--the cause of humanity.
Some speakers are able to beget confidence by their very manner, while others can not.
_To secure confidence, be confident._ How can you expect others to accept a message in which you lack, or seem to lack, faith yourself?
Confidence is as contagious as disease. Napoleon rebuked an officer for using the word "impossible" in his presence. The speaker who will entertain no idea of defeat begets in his hearers the idea of his victory. Lady Macbeth was so confident of success that Macbeth changed his mind about undertaking the a.s.sa.s.sination. Columbus was so certain in his mission that Queen Isabella p.a.w.ned her jewels to finance his expedition. a.s.sert your message with implicit a.s.surance, and your own belief will act as so much gunpowder to drive it home.
Advertisers have long utilized this principle. "The machine you will eventually buy," "Ask the man who owns one," "Has the strength of Gibraltar," are publicity slogans so full of confidence that they give birth to confidence in the mind of the reader.
It should--but may not!--go without saying that confidence must have a solid ground of merit or there will be a ridiculous crash. It is all very well for the "spellbinder" to claim all the precincts--the official count is just ahead. The reaction against over-confidence and over-suggestion ought to warn those whose chief a.s.set is mere bluff.
A short time ago a speaker arose in a public-speaking club and a.s.serted that gra.s.s would spring from wood-ashes sprinkled over the soil, without the aid of seed. This idea was greeted with a laugh, but the speaker was so sure of his position that he reiterated the statement forcefully several times and cited his own personal experience as proof. One of the most intelligent men in the audience, who at first had derided the idea, at length came to believe in it. When asked the reason for his sudden change of att.i.tude, he replied: "Because the speaker is so confident." In fact, he was so confident that it took a letter from the U.S. Department of Agriculture to dislodge his error.
If by a speaker"s confidence, intelligent men can be made to believe such preposterous theories as this where will the power of self-reliance cease when plausible propositions are under consideration, advanced with all the power of convincing speech?
Note the utter a.s.surance in these selections:
I know not what course others may take, but as for me give me liberty or give me death.
--PATRICK HENRY.
I ne"er will ask ye quarter, and I ne"er will be your slave; But I"ll swim the sea of slaughter, till I sink beneath its wave.
--PATTEN.
Come one, come all. This rock shall fly From its firm base as soon as I.
--SIR WALTER SCOTT.
_INVICTUS_
Out of the night that covers me, Black as the pit from pole to pole, I thank whatever G.o.ds may be For my unconquerable soul.
In the fell clutch of circ.u.mstance I have not winced nor cried aloud; Under the bludgeonings of chance My head is b.l.o.o.d.y, but unbowed.
Beyond this place of wrath and tears Looms but the Horror of the shade, And yet the menace of the years Finds and shall find me unafraid.
It matters not how strait the gate, How charged with punishments the scroll, I am the master of my fate; I am the captain of my soul.
--WILLIAM ERNEST HENLEY.
_Authority is a factor in suggestion._ We generally accept as truth, and without criticism, the words of an authority. When he speaks, contradictory ideas rarely arise in the mind to inhibit the action he suggests. A judge of the Supreme Court has the power of his words multiplied by the virtue of his position. The ideas of the U.S.
Commissioner of Immigration on his subject are much more effective and powerful than those of a soap manufacturer, though the latter may be an able economist.
This principle also has been used in advertising. We are told that the physicians to two Kings have recommended Sanatogen. We are informed that the largest bank in America, Tiffany and Co., and The State, War, and Navy Departments, all use the Encyclopedia Britannica. The shrewd promoter gives stock in his company to influential bankers or business men in the community in order that he may use their examples as a selling argument.
If you wish to influence your audience through suggestion, if you would have your statements accepted without criticism or argument, you should appear in the light of an authority--and _be_ one. Ignorance and credulity will remain unchanged unless the suggestion of authority be followed promptly by facts. Don"t claim authority unless you carry your license in your pocket. Let reason support the position that suggestion has a.s.sumed.
Advertising will help to establish your reputation--it is "up to you" to maintain it. One speaker found that his reputation as a magazine writer was a splendid a.s.set as a speaker. Mr. Bryan"s publicity, gained by three nominations for the presidency and his position as Secretary of State, helps him to command large sums as a speaker. But--back of it all, he _is_ a great speaker. Newspaper announcements, all kinds of advertising, formality, impressive introductions, all have a capital effect on the att.i.tude of the audience. But how ridiculous are all these if a toy pistol is advertised as a sixteen-inch gun!
Note how authority is used in the following to support the strength of the speaker"s appeal:
Professor Alfred Russell Wallace has just celebrated his 90th birthday. Sharing with Charles Darwin the honor of discovering evolution, Professor Wallace has lately received many and signal honors from scientific societies. At the dinner given him in London his address was largely made up of reminiscences. He reviewed the progress of civilization during the last century and made a series of brilliant and startling contrasts between the England of 1813 and the world of 1913. He affirmed that our progress is only seeming and not real. Professor Wallace insists that the painters, the sculptors, the architects of Athens and Rome were so superior to the modern men that the very fragments of their marbles and temples are the despair of the present day artists. He tells us that man has improved his telescope and spectacles, but that he is losing his eyesight; that man is improving his looms, but stiffening his fingers; improving his automobile and his locomotive, but losing his legs; improving his foods, but losing his digestion. He adds that the modern white slave traffic, orphan asylums, and tenement house life in factory towns, make a black page in the history of the twentieth century.
Professor Wallace"s views are reinforced by the report of the commission of Parliament on the causes of the deterioration of the factory-cla.s.s people. In our own country Professor Jordan warns us against war, intemperance, overworking, underfeeding of poor children, and disturbs our contentment with his "Harvest of Blood." Professor Jenks is more pessimistic. He thinks that the pace, the climate, and the stress of city life, have broken down the Puritan stock, that in another century our old families will be extinct, and that the flood of immigration means a Niagara of muddy waters fouling the pure springs of American life. In his address in New Haven Professor Kellogg calls the roll of the signs of race degeneracy and tells us that this deterioration even indicates a trend toward race extinction.
--NEWELL DWIGHT HILLIS.
From every side come warnings to the American people. Our medical journals are filled with danger signals; new books and magazines, fresh from the press, tell us plainly that our people are fronting a social crisis. Mr. Jefferson, who was once regarded as good Democratic authority, seems to have differed in opinion from the gentleman who has addressed us on the part of the minority. Those who are opposed to this proposition tell us that the issue of paper money is a function of the bank, and that the government ought to go out of the banking business. I stand with Jefferson rather than with them, and tell them, as he did, that the issue of money is a function of government, and that the banks ought to go out of the governing business.
--WILLIAM JENNINGS BRYAN.
Authority is the great weapon against doubt, but even its force can rarely prevail against prejudice and persistent wrong-headedness. If any speaker has been able to forge a sword that is warranted to piece such armor, let him bless humanity by sharing his secret with his platform brethren everywhere, for thus far he is alone in his glory.
There is a middle-ground between the suggestion of authority and the confession of weakness that offers a wide range for tact in the speaker.
No one can advise you when to throw your "hat in the ring" and say defiantly at the outstart, "Gentlemen, I am here to fight!" Theodore Roosevelt can do that--Beecher would have been mobbed if he had begun in that style at Liverpool. It is for your own tact to decide whether you will use the disarming grace of Henry W. Grady"s introduction just quoted (even the time-worn joke was ingenuous and seemed to say, "Gentlemen, I come to you with no carefully-palmed coins"), or whether the solemn gravity of Mr. Bryan before the Convention will prove to be more effective. Only be sure that your opening att.i.tude is well thought out, and if it change as you warm up to your subject, let not the change lay you open to a revulsion of feeling in your audience.
_Example is a powerful means of suggestion._ As we saw while thinking of environment in its effects on an audience, we do, without the usual amount of hesitation and criticism, what others are doing. Paris wears certain hats and gowns; the rest of the world imitates. The child mimics the actions, accents and intonations of the parent. Were a child never to hear anyone speak, he would never acquire the power of speech, unless under most arduous training, and even then only imperfectly. One of the biggest department stores in the United States spends fortunes on one advertising slogan: "Everybody is going to the big store." That makes everybody want to go.
You can reinforce the power of your message by showing that it has been widely accepted. Political organizations subsidize applause to create the impression that their speakers" ideas are warmly received and approved by the audience. The advocates of the commission-form of government of cities, the champions of votes for women, reserve as their strongest arguments the fact that a number of cities and states have already successfully accepted their plans. Advertis.e.m.e.nts use the testimonial for its power of suggestion.
Observe how this principle has been applied in the following selections, and utilize it on every occasion possible in your attempts to influence through suggestion: