r

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26

SYRACUSE HERALD-AMERICAN,

Sunday, August 5, 1951

How I Raised Myself From Failure

To Success: Some of Bettger's Secrets
INSPIRATIONAL

Bush League Baseball

To Big Time Salesman";
Career Told in Nutshell
Here are the personal experiences of one of tlie country's
most siiccessful men. The principles of his .success can be applied
by any man or woman in any business, says Dale Carnegie, noted
consultant and author.
"I urge you to re-read many .times , . . to make a hifjlt
resolve that you will double the enthusiasm you put into your
. life . . . If you do . . . you probably will double your income
- and your happiness," declares Carnegie, This is a condensation
of chapters from Frank Bettger's book: 'How I Raised Myself
From Failure to Success,' published by Prentice-Hall, Inc.

V "V V '. *

"

'" ' V~" '

I
I

since, however, that many success-! IX WAS the same idea I first
ful men, prominent in public af- learned in baseball. I told. Fred
fairs, are haunted by the same) the story about Jesse Burkett end
fear*.
.
about "Reds" Wingo and mvself
As I look back on it now, I real- hitting 300 balU. Fred became' enize what a fool I was, how many| thusiastic about the idea and Intimes I failed to take advantage!sisted that I deliver my talks lo
of opportunities, because I was him.
afraid to talk to important people. We kept on giving our talks LO
Calling on Archie Hughes was an each other, until we knew them
important step in my selling ca-j backwards. I got so that I loved
"""
, .
.
, to givo thern - l Canted to give a
I dreaded to go in to sec him.-jsales talk to everybody I met'
and was terrified when 1 got in. Hesult? 1 began making more
| If I hadn't admitted 1 was scared calls. When a salesman stops makj l would have gone out of there ing enough calls, frequently the
whipped!
real reason is that he has lo'st inThat one experience helped me terest and enthusiasm for his own
to get into a higher income brack- sales story.
et. It showed me that this m a n j
j really was a simple, approachable A NEWSPAPER man culled
backstage one night to interview
! man, after all.
Johii. Bairymore after his 56th perI 'HAVE been surprised to find formance of Hamlet, He had to
that many of the' ideas I've used wait nil hour and a half until aftein my business, I first learned in!rehears.-,!.
baseball
When the great aetos finally apFor instance, while I was play- poartd. the reporter said: '"Mv.
ing with Greenville, S. C., the Bairymore, I'm surprised that you
manager, Tommy Slouch, said to would need ~aV rehearsal afte/56
mA one day: "Frank, if you could performances on Broadway. ""
only h i t , , ihc big-league clubs you ic being acclaimed the "greatest
would be alter you."
Hamlet of a y ' t i m e and a genius of
I "Is there any way I could learn the stage-!"
I to hit?" 1 asked.
"Listen," Barrymore said. "Do
"Jesse Burketi was
no better
as no
better you want to know the truth'
hitter tnan you,'' declared Tom. fi ve months, nine hours everv

"BUKKETT MADE up his mind missed my calling, and thaf it was

he was going to learn how to hit," j a mistake for me ever to hava
SHORTLY AFTER I started out as a professional baseball
said Tommy, "so he went out to!gone into acting. Yes, a year a"o
the ball park every morning anclU wanted to quit, and now they are
player, I got one of the biggest shocks of my life.
hit three hundred balls. He paid calling me a genius. Isn't that
That was back in 1907. I was playing for Johnstown, Pa., in
some boys a few nicklcs to chase ridiculous?"
the Tri-State League. I was young and ambitiouswanted to get I
them while one boy pitched 'em
I was in a slump at the time
to the topand what happened? I was fired.
up. Jesse didn't try to slug* the I road t h a t story. It prompted
ball, but. he practiced a free, mo to ask our manager to let ma
.. My whole life might have been different if I hadn't gone to
smooth swing, until his timing be-1 give a sales demonstration bethe manager and asked him why he fired me.
came, perfect."
fore oil!- agency. From the way
The manager said he fired me because I wa:
That story sounded too good. ] he Jookt-d. I guess he'd never had
had to see it for myself. So I anyone ask for it before.
lazy! Well, that was the last thing I expected hin
looked up the records: Only two
Tha'; pun me on the spot, so I
to say.
playc-i-s -ever hacf batted over .400 rer.carsed it, and rehearsed, and
in more than one season. One of rehrar^ed. As my talk improver!,
"YOU
E'RAG YOURSELF around the field like
them was Lajoie. The other was I put more punch into i t . ' I got
WHEN THE DOCTOR told Frank Bettger he - could
FRANK BETTGER at his desk. "Try looking straight
Jesse
Burkeit!
more excited about it.
a veteran who has been playing ball for 20 years,'
never play baseball again, lie left the major leagues to
into the face of the next .person you meet with eager,
I got so excited about the idea I
SnorUy after I gave the
he told me. "Why do you act .that way if you'ri
become otic of America's top salesmen.
absorbed
interest
(even
if
it
is
your
own
wife).''
,
tried to get a few of the other demonstration, I closed a large
not lazy?"
players on the team to try it with sale th.tt 1 know I wouldn't have
"Well, Bert," I said, "I'm so nervous, so scared ance of being a good listener,
"Right there," Jim went on, "it and now I wanted to try' the ma- My dazed head cleared, my hands me, but they told me I was crazy. made if I hadn't gone through
that I want to hide my fear from the crowd, and showing the other person you suddenly occurred to me that jors.
and knees stopped shaking. Mr. BUT MY roommate. Ivy "Reds' a!! those rehearsals. Every time
especially from the other players on the team. I are sincerely interested in what here was the way 1 bought my The first "big shot" call ! made Hughes suddenly seemed to become Wingo, a catcher from Noreross, I hrive been asked to dramatize
a sales interview before any
hoped that by taking it easy, I'd get rid of m> he is saying, giving him all the first life insurance. I don't know was on Archie E. Hughes, president my f r i e n d . He obviously was Ga., said he'd like to try it. So we group, 1 have benefited more
eager attention and appreciation
of the,' Foss-Hughes Company of pleased that 1 should regard him got hold of some boys who were
Bettger
nervousness."
that he craves and is so hungry whether you realized what you Philadelphia. He was one of the as such an important individual. glacl to earn a few niclcles, and far mere, probablythan my
audience.
"Frank," he said, "it will never work. That's the thing
for, but seldom gets!
were doing, Frank, but the first leaders in the automobile industry A kindly expression came over went out. early every morning.
*
#

that is holding-' you down. Whatever you do after you leave

time you called on me, I told you on the E a s t e r n seaboard. Mr. his face as he said, "That's per- Recit, and I each hit three hundred AiOT LONG before he died,
fectly
all
right.
Take
your
time.
balls.
Try
looking
straight
into
the
Hughes
was
a
busy
man.
I
had
here, for heaven's sake, wake yourself up, and put some life
that I was going to tell you the
We put some pretty big; corns Kn'.ne Kockne, famous football
face of the next person who speaks same thing I told every other in- tried several times -to get in to I've felt Ihe same way myself
and enthusiasm into your work!"
LO you, with eager, absorbed in- surance salesman who came to see see him. Finally I got an appoint- many times when I was a young on our hands, but outside of coa?!i of Notre Dame gave one of
man. Sit down and take it easy." that, it didn't hurt us a bit, and the most practical messages I've
terest (even if it is your own me: T don't believe in life insur- ment.
ever; rearl. Here was his conclusion:
I had been making $175 a month at Johnstown. After being wife), and see the magic effect it ance.'
. AS HIS secretary ushered me HE TACTFULLY encouraged me we had a lot of fun doing it.
can't develop perfection
That summer Reds and I were by' i'ou
fired there, I went down to Chester, Pa., in the Atlantic League, has both on yourself, and the one "INSTEAD OF launching into a into his luxurious office I became to go on by asking me questions.
looking: in your mirror and
nervous.
My
voice
trembled
as
I
who
is
doing
the
talking.
It
was
apparent
if
I
had
an
idea
both
sold
to
the
St.
Louis
Cardlong argument,- like other saleswhere they paid me only 525 a month/
congratulating your company for
'
,
There is nothing new about this. men did, you'merely asked. 'Why?' began to speak. Suddenly I lost my which he could use, he was def- inals.
Mcero said, 2,000 years ago: "As I explained why, you en- nerve completely and just couldn't initely going to help me make Now what has that got to do tatting you on. You've got to
- WELL, I COULDN'T FEEL very enthusiastic" on that kind of 'Th>;re is an art in silence, and couraged me to keep on by re- go on.
the sale.
with your business? Just this: Ten DRILL and DRILL and DRILL."
There I stood shaking with fear. I didn't sell Mr. Hughes, but years later after 1 gave up base- Tr.at's what saved John Barrymoney, but I began to act enthusiastic. After I was there three here is an eloquence in it, too." peating, 'Why, Mr. Walker?'
listening has become a for- "The more I talked the more I Mr. Hughes looked up in astonish- I gained something which - later ball, and had been selling for a more1 from wanting to quit, helped
days, an old ball player, Danny Meehan, came to me and said: But
'
'
jotten art. Good listeners are rare. realized that I was on _the wrong ment.
proved to be far more valuable couple of years, a big. handsome him to be acclaimed the great
"Frank, what in the world are you doing down here in a rank bush*. . *
*
Then, without knowing it, I than the Commission I would' have Southerner named Fred Hagen. Hamlet ol his day.
side of the argument. Finally I
league like this?"
'
ALL OF us would profit by ut- convinced myself that I was wrong. did 11 wise thing, a simple little made on that sale. I discovered this was transferred from our com- 'That's what raised Jesse Burkott
"Well, Danny;" I replied, "if I knew how to get a better job, .erihg this prayer .every morning: "You didn't sell me. I sold my- thing-that turned the interview simple rule. Here it is: ' When pany's Atlanta office, to Philadel- from a weak hitter to one of basephia.
Oh Lord, help me,-to keep my big self. But I never knew just how from a ridiculous -failure to suc- you're scared . ,. . admit it.
ball's immortals.
I'd go anywhere."
*
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*
mouth shut, until I know what I ,t happened until that night I cess. I stammered, "Mr. Hughes
Fred had a million-dollar smile Yes, that's,what helped me gst
A week later, Danny induced New Haven, Conn., to give me a am talking-,about; . . .Amen."
.
n
o
w
that
I'm
uh
This
fear
complex
of
being
afraid
and
personality,
but
all
his
selling
out of the minors and put me in
;alked too much ' down at Skytrial.

here, I'm so'nervous and scared to talk to important p e o p l e I experience had been among South- the majors in baseball, and in
There were Tmany times when I ~and.
thought was due to a lack of cour- ern farmers, so he had to develop selling.
-. My first day in New Haven will always stand out in my mem- ould have kicked myself in the
"Now, Frank, the point of the I ciin't.talk!"
Even while I spoke, to my sur- age. I was ashamed of it. I tried some new sales talks. He began
(CcpyriKht by Prentice-Hall, Inc. Disory as a great event in my life. No one knew me in that league, eeth for talking on and on, when story is this: Since I got back, prise,
tributed by United Feature Syndicate.
my fear began to leave me. to keep it a secret. I have learned practicing them on me.
have been able to see I've sat in my office and sold
Inc.)
so I made a resolution that nobody would ever accuse me of being heshould
man wasn't listening, but my more lumber, right ox'er the
- lazy.
FREE PICKUP AND DELIVERY ANYWHERE
mind was so intent on what I was telephone, than I ever sold beayir.g that it took too long for fore, just by asking 'Why?' So
FROM THE HITS'CTE I appeared on the field, I acted like a lien to get it through my thick I wanted to let .you know in
that he wasn't paying al- case you didn't already know
' man electrified. I acted as though I were alive with a million bat- lead
ention.
how you sold me my first polteries. I threw the ball around the diamond so fast and so hard JJany times there is a, parade of icy."
- that it almost knocked our infielders' hands apart.
noughts passing across the mind
Jim Walker is one of PhiladelOnce, apparently trapped, I slid into third base with so much if a man, and unless we give him phia's most successful lumbermen
" energy and force that the third baseman fumbled the ball and I L chance to do some of the talk- ind a busy man. I have always
ng, we have no way of knowing been grateful to him for taking
was able to score an important run. Yes, it was all a show, an hat he is thinking.
me aside to make me realize as I
' act I was. putting on.
Experience has taught me -that never did before the power of this
DID IT WORK? It worked like,' vour talk is about as dead as last t is a good rule to make sure the .ittle word "why."
ther fellow does a liberal share I am.amazed that many business
magic. My biggest thrill came the j year's turkey,
f the talking in the first half. people are afraid to use it.
following morning when I read in
*
*
*
YOU MAY be sitting quietly in Then when I talk I am more sure
a New Haven newspaper:
3f the facts and more likely to I TOLD this story in our lecture
your home
an idea occurs to have
an attentive listener.
"This new player, -'Pep' Bettger, you . . . that idea begins to develop
courses a few years ago, and had
has a barrel of enthusiasm. He in- . . . finally, you become consumed We all hate to be outsmarted, salesmen and others in various
spired our boys. They not only won with enthusiasm . . ., nothing can lUtwitted, interrupted, cut off be- fields of activity all over the counore we finish, by some flannel- try tell me how they started usthe game, but looked belter than at stop you.
any time this season."
Enthusiasm will help you over- mouth who knows what we are ng "why" the next day, and how
t helped them.
come fear, become more success- ;oing to say before we say it.
' I mailed the newspaper clip- ful in business, make more money,
Let's just take one example. In
You know the kind; he throws Tampa,
" ping to Bert Conn, manager of enjoy a healthier, richer and hapFla., a machinery sales
;' Johnstown. Can you imagine the pier life.
his
mouth
into
high
gear
before
>
agent got up in our school one
'.expression on his face as he read
his
brain
is
turning
over,
ex *
*,
*
night and said: "When I heard
" abcut "Pep" Bettger, the dub
FEW YEARS ago I made n plains to you where and why "Wr. Bettger talk., about 'why' last
i ', he'd tied a can to , three weeks sixA months'
you
are
mistaken,
nnd
straightcoast-to-coast lecturu
light i thought I'd be afraid to
; before for being lazy?
ens you out before you can make use
tour with Dale Carnegie.
it. But this morning a man
.; "
*
*
*
yourself clear.
wa'ked into oUr place and priced
" . Within ten days, enthusiasm took We addressed audiences of sevI'nie from 525 a month to $185 a eral hundred people five nights By that time, you feel like a large machine. I told him it was
inonth it increased by income by eve;'y weekpeople anxious to im- traightening him outwith a left ?27,000.
s
He said: 'That's too m u c h
1 700 per cent Let me repeat noth- prove themselves and'their ability and right uppercut to the chin!
money
for
me.'
*
*
*
Ing but the determination to act to handle and deal with others.
I said: 'Why?' .
"enthusiastic increased my income Thc-y were in varied occupations
.THE MOST powerful .word in
:700 per cent in ten days! 1 got'this stenographers, teachers, executives, he English language, I believe, is 'Because,', he said, 'it would
increase in pay not because I could homemakers, attorneys, salesmen. he little word "why"but' it took never pay for itself.'
- t h r o w a ball better or catch a hit I .had never madfe a lecture tour ne years of stupid stumbling to 'Why?' I asked.
'Do you think "it would?' he
: .better, not because I had any more before, and it was tho most excit- Ind it out.
asked frankly.
ing advanture of my life. When
; ability as a ball player.
It was one day when a friend 'Why not? It has been a wonreturned home, I was eager to do f mine invited me to lunch with
* TWO YEARS LATER, I was two things: get back to sellinj lim, that I really learned the derful investment for everyone
who has bought them,' I replied.
! playing third base for the, St. Louis aga'n and, tell everybody about my
of this miracle-performing 'I couldn't afford it,' he said-.
. Cardinals and had multiplied rny exciting experience.
vord.
v
'Why?' I asked.
; Income by 30 times. What did it?
My friend's name is James C.
. Enthusiasm alone did it; nothing HIE FIRST man I called on was A'alkcr, president and principal Each time he offered an objecthe president of a wholesale and wner of Gibson-Walker Lumber tion, I asked him 'why.' He then
hut enthusiasm.
elaborated on his reasons. I let
; - , Two years after that, while play- retail inilk and dairy products Company, Philadelphia.
'Ing against the Chicago Cubs, I company of Philadelphia. I had After we ordered lunch Jim him talk. He talked enough to find
3iad a bad accident. Picking up a pre\iousiy done considerable busi- aid: "Frank, I'll tell you why I that his reasons did not add up
right, so he bought that machine
swinging bunt while on a full 'run, nes.; with him.
We also carry imported and
wanted to see you. Recently I
It was o n e of the quickest
He seemed genuinely happy to went down to Skyland, Virginia,
J' attempted to throw in the oppodomestic fabrics from the
; elte direction. Something snapped see fne. As I sat down opposite him on a stag party. We had a'great sales I ever made. But I know I
leading mills" other than
at his desk, . he offered me ' a time. We all stelp on cots at night wouldn't have made it if I had
. in: my arm.
given him my usual long-drawn; That accident forced,.me to give cigarete, and said, "Frank, tell me in a large, one-room cabin.
those
included w i t h our
out sales talk."
.. up baseball. Thie seemed like" a all about your trip."
special, w h i c h sell for
*
*
*
"All. Tight, Jim," I replied, "but WELL, TIIE first night, instead
great tragedy to me at the time,
slightly higher prices. How'l&ut I now look back on it as one first, I'm anxious to hear all about of going right to sleep, we started SOMEONE ASKED me the othet
day if I had ever been scared?
ever, the labor cost would
cf iho rr.ost fortunate events of mv /ou. W h a t have you been doing? talking
forth. One by
How is Mary? Xnd how is your one they fell asleep until, finally, Scared is r.o word for it. I wallife.
be the same.
terrified!
- v l returned home, and for the busJness?" "^

I was the only one left talking.

"Tiext two years made my living as
I listened with eagerness as -he Every time, I stopped talking It happened long ago when I was
v collector for an installment furni- talked about, his business and his the fellow next to me would say: struggling along eking out a bare
; tiire concern. After two dismal family.. Later he got to telling me 'Why, Jim? Why'and like a fool existence "trying to sell life ins I decided to try selling in- about a poker party he and his I would go on,, ahd go into more surance.'Gradually it dawned on
that if I wanted to become
"_ stirance.
wife had been in the night before. detail, until he snored. Then I me
more successful, I'd have to call
*
*
*
+
They had played "Red Dog."
realizc'd he had been trying to sec on some bigger people and sell
Factory
: Tin? MAGIC OF Enthusiasm
long I could talk!"
larger policies. In other words, I'd
i Workmanship
. u-orked for me in selling and in WELL, I HAD never hcnrrt of how
Look
at
your
old,
worn
out
living
roorn
suite
and
then
Wo
both
let
out
a
big
laugh.
been
playing
In
the
bush
leagues,
.burvness. just as it had in baseball. "Red Dog," and'by that time. I
picture it brand new again in a sparkling new cover for
'> I would not want to give any- would much rather have told him
Money Snvinjf
i Price
a change. Frame solid and springs all ret led 8 ways
.body t;-.e impression that I think about my lecture tour and done
enthusiasm consists of fist-pound- some bragging about myself.
new filler and factory expert finished to perfectionthis
Satisfaction
i ir.g . . . but if fist-p&undins is what But I laughed with him as he
can be yours NOW by sending it to the Estelle Furniture
1
i Guaranteed
you need to arouse yourself Inside. explained how the game-is played
of Concrete, Brick, Stone, Cinder or Concrete Blocks
Factory and the cost is SO LITTLE!
Hitr. I am overwhelmingly for it. and how much fun you gel out. ol|
,1 know tnis: When I force myself
Made Lastingly Dry nd Beautiful with
ARMOR COAT
" to nt:t enthusiastic, I soon feel en- He seemed to have a grand time
Listed below, and our interior decorator will call
tlwlastic.
and when I started to leave he
wiih samples, day or evening. No obligation.
ARMOR COAT job; UP tc 18 rears old reported still sood. Protected Eneland'*
: '' During my 32 years of sellinp., said: "Frank, we've been considWartime Underground Borne Shelter: and Underground Factory Walls. LtOSWEGO. ..Phone Syracuse 3-7119 WATERTOWN. . .Phone Syr. 3
h*ve seen enthusiasm double and ering insuring the superintendent
inelj Protect*. Decorates and Repairs all Porous Masonry and Stone Surfaces
Reverse Charre or Write 2000 laii St., Syrscuw
Reverse
Charge or Wrile
inside or outside, either below or above ground level. No excavation needed.
'
tre'cle
'he income of dozens of!o our plant. What would 525,000
000 Lodi St.. Syrnctue
Tested water pressure resistant up to 100 Ibs. per square inch certified by GovUTICA
.............
Phone 2-5481
salesmen, and I have seen,the lark|cost on his life?"
ernment Licensed Laboratory. Millions added to property values in various
33 2> Gene*ee St.
Or Writ*
countries durlnft past 20 years. White and t beautiful colors. Washable,
BINGHA1WTON ...... Phone 3-1345
of it cause hundreds of salesmen)
scrubliahlc nd oBorless. 10 Its. lit 14.00 make 5 KMs, costinB only SJ.Ofl p?r
128 Chen an to St.
to tail.
sai. IOC Ibs. maS 20 cals. costins only SI.80 Mr ml. All shipments F.o.B.
I never did .get ft chance to
ELMIRA ____ Phone liyracu.-e 3-7119
Rochester, >! Y. For parcel post add abou! 2'Sc Ber Ib. Write. u> for free
Enthusiasm is by far the highest talk about myself huft I left
ONEONTA..Phon,
Syracuse 3-7119 Reverv Chart' or Write 'itiOOl-aiH St.. Syracuse
instructive literature.
Manufacturers,
Upholsterers,
Decorators
Keverce
Charre
ftr
Write
aw quality on earth, probably be there with nice order which
DEALERS WASTED
AUBURN . ..____. . . .Phone 2-0213
SOOO l,o<ii St.. Syracuse
of Distinction
,cau.-e it is one of the rarest; yet ii I'm pretty sure some other
Is <>,>> of the most contagious,
salesman hatf.soM, bnt proliibly
FACTORY, MAIM OFFICE, SHOWROOMS
HORNELL. ..Phone Syracme 3-7119 ITHACA ........ Phone Syr. 3-7119
RAPPL & MOEN1G CO.
Reverse Charges or Write
*. If you are enthusiastic, your talked himself out of.
Reverse Chirte nr Write
000 Ce-di Stj. Syraeme
2000
LODI,
CORNER
POND
ST.,
SYRACUSE
20fW Lodi St.. Syracuse
1381
Eal
Ridge
Road
Rochester
21,
N.
Y.
Jisfoner ts very likely to become
This tatifrht me a lesson which
enthusiastic. Without enthusiasm TVS had to learn: the import-

By Frank Bettger

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2
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