The Letters of Cicero, Volume 1

VIII. Wherefore see that you have the votes of all the centuries secured to you by the number and variety of your friends. The first and most obvious thing is that you should embrace the Roman senators and knights, and the active and popular men of all the other orders. There are many city men of good business habits, there are many freedmen engaged in the forum who are popular and energetic: these men try with all your might both personally and by common friends, as far as you can, to make eager in your behalf; seek them out, send agents to them, shew them that they are putting you under the greatest obligation. After that review the entire city, all colleges, districts, neighbourhoods. If you attach to yourself the leading men of these, you will by their means easily keep a hold upon the multitude. When you have done that, take care to have in your mind a chart of all Italy laid out according to the tribe of each town, and learn it by heart, so that you may not allow any municipium, colony, prefecture, or, in a word, any spot in Italy to exist, in which you have not a sufficient foothold. Inquire also for and trace out individuals in every region, inform yourself about them, seek them out, strengthen their resolution, secure that in their own neighbourhoods they shall canvass for you, and be as it were candidates in your interest. They will wish for you as a friend, if they once see that their friendship is an object with you. Make sure that they do understand this by directing your speech specially to this point. Men of country towns, or from the country, think themselves in the position of friends if we of the city know them by name: if, however, they think that they are besides securing some protection for themselves, they do not let slip the opportunity of being obliging. Of such people others in town, and above all your rivals, don't so much as know the existence: you know about them and will easily recognize them, without which friendship is impossible. Nor is such recognition enough (though it is a great thing) unless some hope of material advantage and active friendship follows, for your object is not to be looked upon as a mere "nomenclator," but as a sincere friend also. So when you have both got the favour of these same men in the centuries, who from the means they have taken to secure their personal objects enjoy most popularity among their fellow tribesmen; and have made those all desirous of your success who have influence in any section of their tribe, owing to considerations attaching to their municipality or neighbourhood or college, then you may allow yourself to entertain the highest hopes.

Again, the centuries of the knights appear to me capable of being won over, if you are careful, with considerably more ease. Let your first care be to acquaint yourself with the knights; for they are comparatively few: then make advances to them, for it is much easier to gain the friendship of young men at their time of life. Then again, you have on your side the best of the rising generation, and the most devoted to learning. Moreover, as the equestrian order is yours, they will follow the example of that order, if only you take the trouble to confirm the support of those centuries, not only by the general good affection of the order, but also by the friendships of individuals. Finally, the hearty zeal of the young in canvassing for votes, appearing at various places, bringing intelligence, and being in attendance on you in public are surprisingly important as well as creditable.

IX. And since I have mentioned "attendance," I may add that you should be careful to see large companies every day of every class and order; for from the mere number of these a guess may well be made as to the amount of support you are likely to have in the campus itself. Such visitors are of three kinds: one consists of morning callers who come to your house, a second of those who escort you to the forum, a third of those who attend you on your canvass. In the case of the morning callers, who are less select and, according to the prevailing fashion, come in greater numbers, you must contrive to make them think that you value even this slight attention very highly. Let those who shall come to your house see that you notice it; shew your gratification to such of their friends as will repeat it to them; frequently mention it to the persons themselves. It often happens that people, when they visit a number of candidates, and observe that there is one who above the rest notices these attentions, devote themselves to him; leave off visiting the others; little by little become devoted to one instead of being neutral, and from sham turn out real supporters. Farthermore, carefully remember this, if you have been told or have discovered that a man who has given you his promise is "dressing for the occasion," as the phrase goes, make as though you had neither heard it nor knew it; if any offers to clear himself to you, because he thinks himself suspected, assert roundly that you have never doubted his sincerity and have no right to doubt it. For the man who thinks that he is not giving satisfaction can never be a friend. You ought, however, to know each man's real feeling, in order to settle how much confidence to place in him.

Secondly, of those who escort you to the forum: since this is a greater attention than a morning call, indicate and make clear that it is still more gratifying to you, and as far as it shall lie in your power go down to the forum at fixed times. The daily escort by its numbers produces a great impression and confers great personal distinction. The third class is that of numbers perpetually attending you on your canvass. See that those who do so spontaneously understand that you regard yourself as for ever obliged by their extreme kindness: from those, on the other hand, who owe you this attention, frankly demand that, as far as their age and business allow, they should constantly be in personal attendance, and that those who are unable to accompany you in person should find relations to take their place in performing this duty. I am very anxious, and think it extremely important, that you should always be surrounded by large numbers. Besides, it confers a great reputation and great distinction to be accompanied by those who by your exertions have been defended, preserved, and acquitted in the law courts. Put this demand fairly before them, that, since by your means and without any payment some have retained their property, others their honour, others their civil existence and entire fortunes, and since there will never be any other time at which they can show their gratitude, they should remunerate you by this service.

X. And since the point now in discussion is entirely a question of the loyalty of friends, I must not, I think, pass over one caution. Deception, intrigue, and treachery are everywhere. This is not the time for a formal disquisition on the indications by which a true friend may be distinguished from a false: all that is in place now is to give you a hint. Your exalted character has compelled many to pretend to be your friends while really jealous of you. Wherefore remember the saying of Epicharmus, "the muscle and bone of wisdom is to believe nothing rashly." Again, when you have got the feelings of your friends in a sound state, you must then acquaint yourself with the attitude and varieties of your detractors and opponents. There are three: first, those whom you have attacked; second, those who dislike you without definite reason; third, those who are warm friends of your competitors. As to those attacked by you while pleading a friend's cause against them, frankly excuse yourself; remind them of the ties constraining you; give them reason to hope that you will act with equal zeal and loyalty in their cases, if they become your friends. As for those who dislike you without reason, do your best to remove that prejudice either by some actual service, or by holding out hopes of it, or by indicating your kindly feeling towards them. As for those whose wishes are against you owing to friendship for your competitors, gratify them also by the same means as the former, and, if you can get them to believe it, shew that you are kindly disposed to the very men who are standing against you.

XI. Having said enough about securing friendships, I must now speak on another department of a candidate's task, which is concerned with the conciliation of the people. This demands a knack of remembering names, insinuating manners, constant attendance, liberality, the power of setting a report afloat and creating a hopeful feeling in the state. First of all, make the faculty you possess of recognizing people conspicuous, and go on increasing and improving it every day. I don't think there is anything so popular or so conciliatory. Next, if nature has denied you some quality, resolve to assume it, so as to appear to be acting naturally. Although nature has great force, yet in a business lasting only a few months it seems probable that the artificial may be the more effective. For though you are not lacking in the courtesy which good and polite men should have, yet there is great need of a flattering manner which, however faulty and discreditable in other transactions of life, is yet necessary during a candidateship. For when it makes a man worse by truckling, it is wrong; but when only more friendly, it does not deserve so harsh a term; while it is absolutely necessary to a candidate, whose face and expression and style of conversation have to be varied and accommodated to the feelings and tastes of everyone he meets. As for "constant attendance," there is no need of laying down any rule, the phrase speaks for itself. It is, of course, of very great consequence not to go away anywhere; but the real advantage of such constant attendance is not only the being at Rome and in the forum, but the pushing one's canvass assiduously, the addressing oneself again and again to the same persons, the making it impossible (as far as your power goes) for anyone to say that he has not been asked by you, and earnestly and carefully asked. Liberality is, again, of wide application; it is shewn in regard to the management of your private property, which, even if it does not actually reach the multitude, yet, if spoken of with praise by friends, earns the favour of the multitude. It may also be displayed in banquets, which you must take care to attend yourself and to cause your friends to attend, whether open ones or those confined to particular tribes. It may, again, be displayed in giving practical assistance, which I would have you render available far and wide: and be careful therein to be accessible to all by day and night, and not only by the doors of your house, but by your face and countenance, which is the door of the mind; for, if that shews your feelings to be those of reserve and concealment, it is of little good to have your house doors open. For men desire not only to have promises made them, especially in their applications to a candidate, but to have them made in a liberal and complimentary manner. Accordingly, it is an easy rule to make, that you should indicate that whatever you are going to do you will do with heartiness and pleasure; it is somewhat more difficult, and rather a concession to the necessities of the moment than to your inclination, that when you cannot do a thing you should [either promise] or put your refusal pleasantly: the latter is the conduct of a good man, the former of a good candidate. For when a request is made which we cannot grant with honour or without loss to ourselves, for instance, if a man were to ask us to appear in a suit against a friend, a refusal must be given in a gentlemanly way: you must point out to him that your hands are tied, must shew that you are exceedingly sorry, must convince him that you will make up for it in other ways.

XII. I have heard a man say about certain orators, to whom he had offered his case, "that he had been better pleased with the words of the one who declined, than of the one who accepted." So true it is that men are more taken by look and words than by actual services. [This latter course, however, you will readily approve: the former it is somewhat difficult to recommend to a Platonist like you, but yet I will have regard for your present circumstances.] For even those to whom you are forced by any other tie to refuse your advocacy may yet quit you mollified and with friendly feelings. But those to whom you only excuse a refusal by saying that you are hindered by the affairs of closer friends, or by cases more important or previously undertaken, quit you with hostile feelings, and are one and all disposed to prefer an insincere promise to a direct negative from you. C. Cotta, a master in the art of electioneering, used to say that, "so long as the request was not directly contrary to moral duty, he used to promise his assistance to all, to bestow it on those with whom he thought it would be most advantageously invested: he did not refuse anyone, because something often turned up to prevent the person whom he promised from availing himself of it, and it often also occurred that he himself was less engaged than he had thought at the time; nor could anyone's house be full of suitors who only undertook what he saw his way to perform: by some accident or other the unexpected often happens, while business, which you have believed to be actually in hand, from some cause or other does not come off: moreover, the worst that can happen is that the man to whom you have made a false promise is angry." This last risk, supposing you to make the promise, is uncertain, is prospective, and only affects a few; but, if you refuse, the offence given is certain, immediate, and more widely diffused. For many more ask to be allowed to avail themselves of the help of another than actually do so. Wherefore it is better that some of them should at times be angry with you in the forum, than all of them perpetually at your own house: especially as they are more inclined to be angry with those who refuse, than with a man whom they perceive to be prevented by so grave a cause as to be compatible with the desire to fulfil his promise if he possibly could. But that I may not appear to have abandoned my own classification, since the department of a candidate's work on which I am now dilating is that which refers to the populace, I insist on this, that all these observations have reference not so much to the feelings of friends as to popular rumour. Though there is something in what I say which comes under the former head—such as answering with kindness, and giving zealous assistance in the business and the dangers of friends—yet in this part of my argument I am speaking of the things which enable you to win over the populace: for instance, the having your house full of visitors before daybreak, the securing the affection of many by giving them hope of your support, the contriving that men should leave you with more friendly feelings than they came, the filling the ears of as many as possible with the most telling words.

XIII. For my next theme must be popular report, to which very great attention must be paid. But what I have said throughout the foregoing discourse applies also to the diffusion of a favourable report: the reputation for eloquence; the favour of the publicani and equestrian order; the goodwill of men of rank; the crowd of young men; the constant attendance of those whom you have defended; the number of those from municipal towns who have notoriously come to Rome on your account; the observations which men make in your favour—that you recognize them, address them politely, are assiduous and earnest in canvassing; that they speak and think of you as kind and liberal; the having your house full of callers long before daybreak; the presence of large numbers of every class; that your look and speech give satisfaction to all, your acts and deeds to many; that everything is done which can be done by hard work, skill, and attention, not to cause the fame arising from all these displays of feeling to reach the people, but to bring the people itself to share them. You have already won the city populace and the affections of those who control the public meetings by your panegyric of Pompey, by undertaking the cause of Manilius, by your defence of Cornelius.736 We must not let those advantages be forgotten, which hitherto no one has had without possessing at the same time the favour of the great. We must also take care that everyone knows that Cn. Pompeius is strongly in your favour, and that it emphatically suits his purpose that you should win your election. Lastly, take care that your whole candidature is full of éclat, brilliant, splendid, suited to the popular taste, presenting a spectacle of the utmost dignity and magnificence. See also, if possible, that some new scandal is started against your competitors for crime or looseness of life or corruption, such as is in harmony with their characters.

Above all in this election you must see that the Republic entertains a good hope and an honourable opinion of you. And yet you must not enter upon political measures in senate-house and public meeting while a candidate: you must hold such things in abeyance, in order that from your lifelong conduct the senate may judge you likely to be the supporter of their authority; the Roman knights, along with the loyalists and wealthy, judge you from your past to be eager for peace and quiet times; and the people think of you as not likely to be hostile to their interests from the fact that in your style of speaking in public meetings, and in your declared convictions, you have been on the popular side.

XIV. This is what occurred to me to say on the subject of these two morning reflexions, which I said you ought to turn over in your mind every day as you went down to the forum: "I am a novus homo," "I am a candidate for the consulship." There remains the third, "This is Rome," a city made up of a combination of nations, in which many snares, much deception, many vices enter into every department of life: in which you have to put up with the arrogant pretensions, the wrong-headedness, the ill-will, the hauteur, the disagreeable temper and offensive manners of many. I well understand that it requires great prudence and skill for a man, living among social vices of every sort, so many and so serious, to avoid giving offence, causing scandal, or falling into traps, and in his single person to adapt himself to such a vast variety of character, speech, and feeling. Wherefore, I say again and again, go on persistently in the path you have begun: put yourself above rivalry in eloquence; it is by this that people at Rome are charmed and attracted, as well as deterred from obstructing a man's career or inflicting an injury upon him. And since the chief plague spot of our state is that it allows the prospect of a bribe to blind it to virtue and worth, be sure that you are fully aware of your own strength, that is, understand that you are the man capable of producing in the minds of your rivals the strongest fear of legal proceeding and legal peril. Let them know that they are watched and scrutinized by you: they will be in terror of your energy, as well as of your influence and power of speech, and above all of the affection of the equestrian order towards you. But though I wish you to hold out this before them, I do not wish you to make it appear that you are already meditating an action, but to use this terror so as to facilitate the gaining of your object: and, in a word, in this contest strain every nerve and use every faculty in such a way as to secure what we seek. I notice that there are no elections so deeply tainted with corruption, but that some centuries return men closely connected with them without receiving money. Therefore, if we are as vigilant as the greatness of our object demands, and rouse our well-wishers to put forth all their energies; and if we allot to men of influence and zeal in our service their several tasks; if we put before our rivals the threat of legal proceedings; if we inspire their agents with fear, and by some means check the distributors, it is possible to secure either that there shall be no bribery or that it shall be ineffectual.

These are the points that I thought, not that I knew better than you, but that I could more easily than you—in the pressing state of your present engagements—collect together and send you written out. And although they are written in such terms as not to apply to all candidates for office, but to your special case and to your particular election, yet I should be glad if you would tell me of anything that should be corrected or entirely struck out, or that has been omitted. For I wish this little essay "on the duties of a candidate" to be regarded as complete in every respect.