His heart, not
his mind, is at the bottom of his refusal of your request for a loan. He
would not be reached by the appeal that would be effective with the man
in the first example. This second prospect should be addressed something
like this:
"The experiences you have had hurt you, principally because they have
made you lose faith in men. This, not the money involved, was your
greatest loss. So long as you have only those experiences to think
about, you will be unable to get back your former belief in human
nature. You would like to recover it. You would be happy to feel that
the men who abused your confidence were exceptions, and not the rule.
[Sidenote: Selling a New Feeling]
"If you will lend me ten thousand dollars, and I make good my promises
to you, your new experience with me will go a long way toward restoring
your lost faith in men. It is natural that you should feel embittered,
but the taste in your mouth is unpleasant. Back me up. I will help you
get rid of your bitterness, and will replace it with a glow of
satisfaction.
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