The course of reading is planned to continue for a period of one year, or, to be exact, 48 weeks from the time of the subscriber’s enrollment. Some will find it convenient to complete the reading within a shorter time. However, the longer period has purposely been arranged so that each reader will have plenty of time to thoroughly cover each feature of the Course and thus to get from it the maximum benefit.
HOW TO READ
Learn to read in terms of ideas rather than in terms of lines or pages. When Lincoln delivered his Gettysburg Address a great multitude, gathered from all over the country, was assembled before him. These people had come to hear a great speech from the foremost statesman of the age. Such a speech, they thought, should call forth all his eloquence and oratory. And so they were disappointed with Lincoln’s simple little talk, that took less than five minutes to deliver. In fact, only one or two of the newspapers bothered to comment on it the next day. They had calculated its value in terms of space rather than wisdom, and had overlooked one of the finest speeches ever delivered in this or any other country.
In other words, learn to read with the mind rather than the eye. Eight volumes make up the working basis of the Course. You have six weeks in which to read each one of these—less than five pages of reading each day. Learn to do this reading so that you may absorb it and make it a part of your daily working equipment. It may be on the principles of selling, or correct shoe fitting, or on a discussion of shoe leather—whatever it is be sure you know it, be sure it has become thoroughly soaked into your brain, and then be sure to use it. Only as you apply your knowledge will you be able to turn it into dollars. So begin at once.
THE SCIENCE OF BUSINESS
Once in a while you will find a man who will shy at what he calls “theory.” His idea of theory is probably anything that comes from books. Not long ago one of these men said he didn’t believe his business had lost money the previous year, although his ledger said so. However, his creditors a little later convinced him he was bankrupt. It didn’t make much difference then whether or not he believed the facts or still considered them theory.
The law which says that an object left unsupported in the air will drop to earth is theory. Who cares whether the so-called “practical man” believes it or not—it’s a fact. And if he steps off the side of a ditch the natural law operates and theory proves to be a fact. Business today is a science. It is governed by principles that are as unfailing as the sun. The Course presents the principles of scientific retail shoe selling. These are the most practical things in business.
THE SALESMAN’S PLACE
In the whole scheme of merchandising, from the gathering of raw materials to the delivery of the finished article in the customer’s hands, no job is more important than that of the retail salesman. His is the final effort. It has been preceded by the combined labor of tens of thousands of workers and the investment of hundreds of millions of capital to furnish the means of welcoming the customer and of encouraging the sale.
These great expenditures of mind, labor and money have been made to build an organisation, to provide attractive salesrooms with all their necessary fittings, experienced and high salaried buyers have been busy in bringing together desirable stock, expensive advertising has been sent broadcast. But what does it all amount to without the final sale?