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Love is the Universal Law of Justice. That is why God is Love. All natural laws express justice. Natural laws have no favorites, and are available to all who endeavor to understand and apply them. The Law of Averages is a natural law. It works with all and for all with absolute certainty, precision and justice.

Man in his quest for knowledge uncovers many natural laws. He reduces these laws to workable things, and through the effects of these laws is able to add to his own comfort and enjoyment. He is able to prove the effects of these laws, and to express them in scientific formulas. The Law of Averages can be reduced to a scientific formula, and applied in dealing with people. The results may be anticipated with accuracy. In my forty years of experience in the field of selling, I have proved that the Law of Averages applies to human beings as well as to things. A scientific knowledge of the Law of Averages is one of the most stimulating and fascinating factors in business. The application of this law guarantees success in any field of endeavor.

In this chapter I want to give you--First: A practical introduction that proves the Law of Averages in dealing with things and people. Second: I want to give you a scientific interpretation of the Law of Averages. Third: I want to tell you how the Law of Averages can make you rich and also how it works with me and for me.

To introduce the scientific application of the Law of Averages let us observe a demonstration. Take a coin and toss it into the air one hundred times. Mark down the number of times it falls heads, and the number of times it falls tails. What happens? There are two sides to that coin, and both sides are exposed. The Law of Averages determines the number of times that the coin falls heads and the number of times that it falls tails. As there are only two sides exposed, it must fall an equal number of times heads, and also an equal number of times tails. A coin tossed into the air a sufficient number of times will get the same result every time.

There is another demonstration that will interest you. Number ten golf balls, one, two, three and right on up to ten. Put them in a sack and shake them thoroughly. Draw one. The number you draw is one of the ten. The Law of Averages yields number one every time during the ten draws. Draw these balls one hundred times, and during the draws the Law of Averages yields the ball marked number one and two in succession. Draw these balls one thousand times, and during the draws the Law of Averages yields the balls marked number one, two and three in succession. Draw these balls ten thousand times, and during the draws the Law of Averages yields the balls marked number one, two, three and four in succession. Draw these balls one hundred thousand times, and during the draws the Law of Averages yields the balls marked one, two, three, four and five in succession. Keep the draws up to ten billion, and during the draws the Law of Averages yields the balls marked one, two, three, four, five, six, seven, eight, nine and ten in succession. If you do not believe it, try it.

Either of the above demonstrations will prove that the Law of Averages works. Since it does work, let us endeavor to define it. Socrates, one of the greatest thinkers who ever lived, had one great motto: "De-fine your terms." It is only logical, therefore, that you should know the scientific meaning of the Law of Averages. In my attempt to define the Law of Averages, I wrote letters, made inquiries and asked many questions. From these different sources I received many ideas and suggestions. To sum them all up the answer was: "If you put something in, you get something out." A very good answer and it contains the elements of truth. However, it did not satisfy me.

Many millions of people had seen things fall to the ground long before Sir Isaac Newton discovered the Law of Gravitation. But Newton wanted to know the reason why things fell to the ground. Someone asked him how he discovered the Law of Gravitation. His answer was: "By thinking about it."

After thinking many days about the Law of Averages in terms of application, in terms of demonstration, in terms of relationships, and in terms of how it produces results, I created the following definition.

The Law of Averages is the law that determines the number of times a thing will happen in proportion to the number of times that that thing is exposed.

The coin is exposed one hundred times. It has two sides only, heads and tails. Therefore, it must fall an equal number of times for each side and will always do this in proportion to the number of times it is exposed. The same principle applies to the golf balls. Expose them enough times and the result you are seeking is bound to happen.

The definition of the Law of Averages establishes it on a scientific basis. Therefore, it will prove very helpful to you to visualize this definition, and get it well established in your mind. To know a principle thoroughly inspires us to apply it. Anyone who applies the Law of Averages based on the above definition cannot fail to produce results.

Some may confuse the Law of Averages with chance. Chance comes from the Latin word "cadere" which means "to fail." Chance is taking a gamble that a thing will happen. It is a pure risk with a possibility to win based on that imaginary thing called luck. The Law of Averages is a definite law that eliminates chance, avoids risk and fulfills every requirement to which it is applied.

The Law of Averages is used by all life insurance companies to determine the death rate of a given number of people at a given age. It is the scientific principle on which to compute all mortality tables. Why? Because a given number of people are exposed to death at all times, and therefore, a certain number of deaths will happen each year, with absolute accuracy. This fact, plus the rate of interest earned on the premiums collected, determines the cost of the life insurance per year.

The Law of Averages also applies to the investment portfolio. Out of a given number of companies doing business, a certain number of these companies will be successful. A financial institution can invest in a sufficient number of these companies in order that the Law of Averages can operate. This provides a reasonable security for an investment and also a guaranteed interest return on the investment. Therefore, by applying the Law of Averages, a financial institution can invest money scientifically.

Most credit risks are based on the Law of Averages. Out of a given number of credit risks, a certain number will always be responsible and prove to be satisfactory.

In all enterprises the Law of Averages operates. Some people in business are conscious of this law, and expand their enterprises with speed, alacrity and certainty. Others apply it in a hit or miss fashion but they by no means reap the rich and full reward of its scientific application.

"Ignorance of the law excuseth no man"--is an old legal maxim applying to the law of the land. To commit a crime with the plea of ignorance does not excuse the offender. The same principle applies to the laws of creation, except these laws are more exacting. To be ignorant of these laws in no way interferes with their operation. The laws are here for us to use and not to use them is certainly no fault of the laws. The Law of Averages is a fundamental law of creation. To apply it is to enjoy its rewards.

The Law of Averages is expressed no less than three times in the Bible--in the thirteenth chapter of Matthew, the fourth chapter of Mark, and the eighth chapter of Luke. In each of these different chapters is found the "Parable of the Sower," which plainly states that the Sower must sow his seed before he can expect to reap a crop. Some seed will fall by the wayside, some will fall among thorns, some will fall among the rocks, but some will fall upon good ground and bring forth a crop of a hundredfold.

The secret of the Sower is the kind of seed that he sows. The seed must be of good quality in order to take root when it falls on the right soil. That which he reaps will be of the same nature as that which he sows. If he sows wind, he will reap a whirl-wind. If he sows sawdust he will reap sawdust. Everything increaseth after its own kind. As the seed contains all the elements essential to the plant, so must ideas contain all the elements essential to influence people. You must sow ideas before you can reap a reward. You must give before you can get. So when you sow and when you give, do it freely with no strings to it. As Jesus put it, "Except a kernel of wheat fall into the ground and die it abideth alone. But if it die, it beareth much fruit." You do your part and the seed will do its part.

Most of us, most of the time, are thwarted, distracted and discouraged because we have no definite knowledge of a law on which to expand our efforts. Doubt, uncertainty and dread creep into our consciousness, and there is a tendency to vacillate from one goal to another, from one interest to another, and end up by being simply bewildered, and with a shallow sense of being cheated. In applying a fundamental law, be not anxious or overzealous to change your procedure. Remember that natural laws do not vacillate. The laws that rule the Universe are un-changeable. They unfold logically. Observe how logically things in nature grow and develop. Nothing is accidental. They develop in logical sequence and unfold in perfect fruition.

The Laws of God cannot fail. To fail would be a violation of God's own principles. This is impossible. Does the Law of Gravitation fail? Drop what you have in your hand and see what happens. This law is constantly on the job even though you are not conscious of it. The Law of Physics, the Law of Chemistry, the Law of Mathematics, or any other fundamental law is constantly available for our use. Someone may ask what a dozen eggs will cost at 6 cents each. Instantly, through the Law of Mathematics, you multiply 12 x 6 and solve the problem. The moment you are conscious of the Law, it is there to meet your need.

Thus far, I have given you a practical demonstration of the Law of Averages. I have defined it and have endeavored to interpret it scientifically. From here on I want to show how the Law of Averages works for you and for me.

The Law of Averages yields results with the same certainty and accuracy as the Law of Mathematics, when applied. I not only believe in the Law of Averages, I not only have faith in it, but more than these, I know the Law of Averages operates. When I multiply 6 x 12 I know it is 72. Faith and belief in the Law of Mathematics become ready knowledge. The application of the Law of Averages be-comes ready and usable knowledge the minute it is applied.

Not many years ago, I made 1800 calls over the telephone. I did not get a bite. Was I dismayed? Was I frustrated? Was I discouraged? Not in the least. I was exposing an idea in the form of a sales plan portraying the benefits of life insurance. I was putting into operation the Law of Averages. I knew that this Law could not fail. Operating on this principle, there was no occasion for doubt. I knew that results were certain. What happened? Within a few days, I struck the jackpot. It rained business. Did the Law of Averages pay off? In less than one month I received more than $2.00 for every telephone call made. In addition, I received a bonus of at least that much more.

In the field of selling, the Law of Averages is very exacting as to the amount of calls necessary for a sale. It certainly requires that you plant ideas, but it does not prescribe the method to use. In fact, the Law of Averages is absolutely indifferent as to the method you employ to put it in operation. In my experience in selling, I have always used the telephone. I find that the telephone method is the quickest, the most practical, the most efficient, the most feasible and the most scientific method of carrying an idea to the greatest number of people in the shortest period of time. It is the quickest and most direct means of exposing an idea in a personalized way and, therefore, fulfilling the requirements necessary for the Law of Averages to operate.

In applying the Law of Averages in the field of selling, it is absolutely necessary to determine the result you desire. The Law of Averages does not know the objective you desire until the decision is made. Once a decision is reached, the law goes into operation to fulfill it. The number of times you expose an idea about a product or service is the number that determines how often the exposition of that idea will reward you.

Most of those people who sell work either on a commission basis or for a salary. If you work on a commission basis, put a definite cash value on each call. If you work on a salary, put a definite estimate of the number of calls you want to make to con-summate a sale. Keep a record and watch the Law of Averages operate.

In my own experience, I have always placed a value of $2.00 on each telephone call. Therefore, if I make 50 telephone calls in one day, I know I have earned $100.00. To illustrate this fact, it will be of interest to you to know that in June 1947 I began to operate the Law of Averages on this basis. At the end of December 1947, I found that I had made 3,000 telephone calls and the Law of Averages paid me not only $2.00 for each call, but again rewarded me with a substantial bonus.

You may ask, "Does the Law of Averages work among strangers?" Does the sun know any strangers? The Law of Averages knows no strangers, and once it is put in operation it works like a magnet. It attracts and draws to it the thing you desire. Remember the "Parable of the Sower," always rely upon good seed. The value and advantage of the product, or service, and what they mean to the prospect, are the seed you sow. To expose ideas built into a sales plan and transmit them with absolute faith and certainty to a given number of prospects puts the Law of Averages in operation. Are reactions to ideas predictable? Yes, there is nothing more certain to predict than the reaction you will get from a given number of people when you present them with a certain definite idea. A positive action always gets a re-action. This reaction will be favorable or unfavorable. If it is favorable, you act upon it quickly. If it is unfavorable, you forget it and go after another one.

Are you seeking a job? Do you want a larger salary?

Do you want to improve your present occupation? Apply the Law of Averages and it can be a decided advantage to bring about any of the above situations. How can this be achieved? Formulate ideas about that which you want to accomplish. Begin to apply these ideas. Keep on trying. Be convinced that the Law of Averages is working with you and through the process of elimination is helping you to reach your goal. Therefore, by persistence your efforts will be crowned with achievement, and that which you are seeking will automatically manifest itself in your experience.

In applying the Law of Averages, endeavor to be patient. Shake the limb of an apple tree with a green apple upon it, and nothing happens. Shake the limb when the apple is ripe and the apple falls off. Also remember the grain--"first the blade, then the ear, and then the full grain in the ear." The Law of Averages cannot be forced, coerced, or hastened. When the requirements are met, it operates with precision. Nothing can force it to act, and nothing can prevent it from acting.

The Law of Averages will remunerate you in proportion to the value you yourself put on it. If you demand little, it pays little. If you demand much and set a worth-while goal, it will always meet your standard. The old saying goes, "Why put a mountain in labor, just to bring forth a mouse?"

Remember the old poem by Jesse B. Rittenhouse from the "Door of Dreams" which says:

I bargained with life for a penny

And life would pay no more,

However, I begged at evening when

I counted my scanty store.

For life is just an employer;

He gives you what you ask,

But once you have set the wages,

Why, you must bear the task.

I worked for menial's hire

Only to learn dismayed,

That any wage I asked of life

Life would have paid.

Tell the Law of Averages what you want. Ask for it, seek it, and demand it in a humble and sincere way--then stick to that demand with faith, with persistence and determination until you have achieved your objective.

N. W. Ayer, one of the greatest advertising men that this country ever produced, had a great slogan: "Keeping everlastingly at it brings success." Some people think that this implies a form of slavery. I think possibly Mr. Ayer was referring to the Law of Averages. A chain of ideas puts into operation the Law of Averages which brings about results. An idea once in print begins to accelerate a process of other ideas, to form a chain of influence, and eventually through the Law of Averages the idea brings success.

In applying the Law of Averages, remember that you have no control over its rewards or the source from which the rewards come. It rewards you from the most unsuspected sources and in the most unexpected way. As a salesman you may be all aglow with a sure sale. On the surface the prospect could not fail. What happens? The prospect does fail to buy. Why? Because he is human. The Law of Averages, on the other hand, cannot fail, and what you thought only a "suspect" turns into a genuine sale. This principle applies also to those who seek a job, a larger salary or an improvement in occupation. The reward comes from the source least expected.

The Law of Averages is unlike man-made law. It cannot be changed, altered or amended. No act of chicanery, no cunning fraud and no art of deception can force it to act, or cause it to fail. It can only be put into action by concentrated thought. The true purpose of the Law of Averages is to give you a definite plan of action with the absolute assurance that the application of your ability cannot fail to produce results. This assurance gives you the power and determination to carry on.

The experiences which I have enumerated are not opinions or theories about the Law of Averages. They are the Law of Averages in action. This Law does not need a favorable place or a favorable time to operate. It will operate for anyone, at any time, or at any place. It requires concentration and application and these provoke quick thinking. Many constructive thoughts and ideas will come to you as you begin to apply the Law of Averages. Your ability to express these thoughts and ideas will increase as you need them. Your knack of applying the Law of Averages will give you many thrills and many checks. It can make you rich.


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