Then--McChesney, what have you learned about advertising
in the last two and a half years?'
"I was wise enough as to Bartholomew Berg to know that he didn't
mean any cut-and-dried knowledge. He didn't mean rules of the
game. He meant tricks.
"'Well,' I said, 'I've learned to watch a man's eyes when I'm
talking business to him. If the pupils of his eyes dilate he's
listening to you, and thinking about what you're saying. When they
contract it means that he's only faking interest, even though he's
looking straight at you and wearing a rapt expression. His
thoughts are miles away.'
"'That so?' said Berg, and sort of grinned. 'What else?'
"'I've learned that one negative argument is worth six positive
ones; that it never pays to knock your competitor; that it's wise
to fight shy of that joker known as "editorial cooeperation."'
"'That so?' said Berg. 'Anything else?'
"I made up my mind I could play the game as long as he could.
"'I've learned not to lose my temper when I'm in the middle of a
white-hot, impassioned business appeal and the office boy bounces
in to say to the boss: "Mrs. Jones is waiting. She says you were
going to help her pick out wall paper this morning;" and Jones
says, "Tell her I'll be there in five minutes.
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