In THE ART AND SCIENCE OF PERSONAL MAGNETISM, a book that became a best seller of its time, Atkinson, writing under the pen name "Theron Q. Dumont," teaches the "student" the existence of a Science, that he calls "the science of Personal Magnetism," that explains "a certain personal power, influence, or atmosphere, on the part of certain individuals, which enables the possessor to attract, influence, dominate or control others, has been held by the race from the earliest days of written history." Atkinson teaches how to obtain that Personal Magnetism (thought a series of theories and exercises), that will make the possessor of the new talent a successful individual.