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I. Etsi tibi omnia suppetunt ea quae consequi ingenio aut usu homines aut diligentia possunt, tamen amore nostro non sum alienum arbitratus ad te perscribere ea quae mihi veniebant in mentem dies ac noctes de petitione tua cogitanti, non ut aliquid ex his novi addisceres, sed ut ea quae in re dispersa atque infinita viderentur esse ratione et distributione sub uno aspectu ponerentur. Quamquam plurimum natura valet, tamen videtur in paucorum mensium negotio posse simulatio naturam vincere. Civitas quae sit cogita, quid petas, qui sis.
1. Although you have at hand everything that men can attain by talent or by experience or by diligence, nevertheless, out of my affection I did not think it out of place to write to you at length the things that came to my mind as I pondered day and night about your candidacy—not that you might learn anything new from these, but so that those things which in the matter seemed scattered and without limit might be set under one view by method and distribution. Although nature is of very great avail, nevertheless it seems that in a business of a few months simulation (pretense) can surpass nature. Consider what the commonwealth is, what you seek, who you are.
Almost every day, for you as you descend to the Forum, this must be meditated: "I am a new man, I seek the consulship; this is Rome." You will most effectively alleviate the novelty of the name by the glory of speaking. That thing has always had the greatest dignity; he who is held worthy as a patron/advocate of consulars cannot be thought unworthy of the consulship. Wherefore, since you set out from this praise, and whatever you are you are from this, come thus prepared for speaking, as if in each single case there will be a judgment concerning your whole ingenium.
The aids of that faculty, which I know are set aside for you, take care that they be prepared and prompt, and often recall what Demetrius wrote about the zeal and exercise of Demosthenes. Then see to it that both the multitude and the kinds of friends appear; for you have those things which—which of the new men have had?—all the tax‑farmers, almost the whole equestrian order, many municipalities personally yours, many men of every order defended by you, several collegia, besides very many young men conciliated by zeal for speaking, the daily assiduity and frequent presence of friends.
Maintain this concern by reminding and entreating and by every method bringing it about that those who ought, for your sake—gratitude being to be repaid—understand this, and that those who are willing understand that there will be no other time for binding you to themselves. Also this seems able to aid a new man greatly: the good will of noble men and especially of consulars; it is advantageous to be thought by those very men, into whose place and number you would wish to arrive, worthy of that place and number. All of them must be diligently canvassed, and you must address them and persuade them that we have always felt with the Optimates about the republic, and have been by no means populares; and if we seem to have spoken in a populist manner at all, that we did this with the plan of attaching Cn. Pompeius to ourselves, so that the man who could do the most we might have either as a friend in our petition or at least not an adversary.
Moreover, work to have young men of noble birth, or to hold fast the zealous ones you have; they will bring much dignity. You have very many; accomplish that they know how much you reckon there is in them. If you bring it about that those who are not unwilling should desire, they will be of the greatest profit.
II. Ac multum etiam novitatem tuam adiuvat quod eius modi nobiles tecum petunt ut nemo sit qui audeat dicere plus illis nobilitatem quam tibi virtutem prodesse oportere. Nam P. Galbam et L. Cassium summo loco natos quis est qui petere consulatum putet? Vides igitur amplissimis ex familiis homines, quod sine nervis sint, tibi paris non esse.
2. And your novelty too helps much, because nobles of that sort are seeking office with you, such that there is no one who would dare to say that nobility ought to profit them more than virtue ought to profit you. For P. Galba and L. Cassius, born in the highest rank—who is there who would think they are seeking the consulship? You see, therefore, that men from the most ample families, because they are without sinews, are not equals to you.
But Antonius and Catiline are troublesome. Nay rather, for an active, industrious, innocent, eloquent man, in favor with those who judge cases, both are to-be-wished-for competitors—both assassins from boyhood, both lustful, both needy. Of one of them we have seen the goods proscribed; finally we heard his voice swearing that at Rome he could not contend with a Greek man in an equitable judgment; we know he was ejected from the senate by the estimation of the best censors; in his praetorship we had as a competitor a man with the friends Sabidius and Panthera, when, at the list, he had no persons to enter (and yet in that magistracy he bought from the stage-machines the mistress whom he was openly keeping at home); moreover, in seeking the consulship he preferred to despoil all the innkeepers through a most disgraceful embassy rather than to be present and to supplicate the Roman people.
Whereas Antony fears his own shadow, this man does not fear even the laws—born in his father’s indigence, reared in sororal debaucheries, hardened in the slaughter of citizens—whose first entrance to the Republic was in the killing of Roman equites (for over those Gauls we remember, who at that time were reaping off the heads of the Titinii and the Nanneii and the Tanusii, Sulla set one Catiline in command); among whom he with his own hands killed an excellent man, Q. Caecilius, his sister’s husband, a Roman eques, of no party, quiet both always by nature and also by age.
III. Quid ego nunc dicam petere eum tecum consulatum qui hominem carissimum populo Romano, M. Marium, inspectante populo Romano uitibus per totam urbem ceciderit, ad bustum egerit, ibi omni cruciatu lacerarit, vivo stanti collum gladio sua dextera secuerit, cum sinistra capillum eius a vertice teneret, caput sua manu tulerit, cum inter digitos eius rivi sanguinis fluerent; qui postea cum histrionibus et cum gladiatoribus ita vixit ut alteros libidinis, alteros facinoris adiutores haberet; qui nullum in locum tam sanctum ac tam religiosum accessit in quo non, etiam si in aliis culpa non esset, tamen ex sua nequitia dedecoris suspicionem relinqueret; qui ex curia Curios et Annios, ab atriis Sapalas et Caruilios, ex equestri ordine Pompilios et Vettios sibi amicissimos comparavit; qui tantum habet audaciae, tantum nequitiae, tantum denique in libidine artis et efficacitatis, ut prope in parentum gremiis praetextatos liberos constuprarit? Quid ego nunc tibi de Africa, quid de testium dictis scribam? Nota sunt, et ea tu saepius legito; sed tamen hoc mihi non praetermittendum videtur, quod primum ex eo iudicio tam egens discessit quam quidam iudices eius ante illud iudicium fuerunt, deinde tam inuidiosus ut aliud in eum iudicium cottidie flagitetur.
3. What am I now to say of his seeking the consulship with you, who struck down a man most dear to the Roman people, M. Marius, with vine-staves, the Roman people looking on, beat him through the whole city, drove him to the burial-mound, there tore him with every torment, and, while he was alive and standing, with his right hand cut his neck with a sword, while with his left he held his hair from the crown, carried the head in his own hand, as streams of blood flowed between his fingers; who afterwards lived with histrions and with gladiators in such a way that he had the former as abettors of his libido, the latter of his crime; who approached no place so holy and so religious that he did not, even if there were no fault in others, nevertheless from his own nequity leave a suspicion of disgrace; who from the Curia procured for himself as dearest friends the Curii and the Annii, from the atria the Sapalae and the Caruilii, from the equestrian order the Pompilii and the Vettii; who has so much audacity, so much nequity, and, finally, in libido so much art and efficacy, that he has almost ravished boys wearing the praetexta in the very laps of their parents? What am I now to write to you about Africa, what about the statements of the witnesses? They are known, and read those more often; but yet this seems to me not to be passed over: that first he left that trial as needy as certain of his judges were before that trial, and then so odious that another trial against him is demanded every day.
This man stands thus, that they fear him more, even if he keeps quiet, than they would despise him, if he should stir at all. How much better a fortune of candidacy has been given to you than lately to a new man, C. Coelius! He was seeking office alongside two men so most noble that yet in them everything was of more value than nobility itself—highest talents, highest modesty, very many benefactions, the highest method and diligence of canvassing; and yet Coelius, though much inferior in birth, being in almost no respect superior, overcame one of them.
Therefore, if you do those things which nature and the studies you have always employed lavish upon you, which the regimen of your time demands, which you can, which you ought, the contest will not be difficult against those competitors who are by no means so distinguished by birth as renowned for vices; for what citizen so wicked can be found as to wish, with a single vote, to draw two daggers against the Republic?
IV. Quoniam quae subsidia novitatis haberes et habere posses eui, nunc de magnitudine petitionis dicendum videtur. Consulatum petis, quo honore nemo est quin te dignum arbitretur, sed multi qui invideant; petis enim homo ex equestri loco summum locum civitatis, atque ita summum ut forti homini, diserto, innocenti multo idem ille honos plus amplitudinis quam ceteris adferat. Noli putare eos qui sunt eo honore usi non videre, tu cum idem sis adeptus, quid dignitatis habiturus sis.
IV. Since I have set forth what supports of your novelty you had and could have, now it seems that something must be said about the magnitude of the petition. You seek the consulship, an honor than which there is no one who does not judge you worthy, but many who envy; for you, a man from the equestrian rank, seek the highest place of the state, and so the highest that to a brave man, eloquent, blameless, that same honor brings much more amplitude than to the rest. Do not think that those who have used that honor do not see, when you have obtained the same, what dignity you will be going to have.
Evidently those who were born of consular families but have not attained the achievements of their ancestors, I suspect, are envious of you—unless there are some who love you exceedingly. I also think that the new men of praetorian rank, unless they are bound by your beneficium, do not wish to be surpassed by you in honor. Already, how many in the people are envious, how many, by the custom of these years, have been alienated from new men, I am quite sure comes into your mind; it is also necessary that there are not a few angry with you on account of those causes (cases) which you have prosecuted.
Now consider this yourself: that, for the augmenting of the glory of Cn. Pompeius, you have devoted yourself with such zeal—whether you think there are any who on that account are not friends to you. Wherefore, since you both seek the highest place of the state and see that there are interests which are adverse to you, it is necessary that you apply every reason and care and labor and diligence.
V. Et petitio magistratuum divisa est in duarum rationum diligentiam, quarum altera in amicorum studiis, altera in populari voluntate ponenda est. Amicorum studia beneficiis et officiis et vetustate et facilitate ac iucunditate naturae parta esse oportet. Sed hoc nomen amicorum in petitione latius patet quam in cetera vita; quisquis est enim qui ostendat aliquid in te voluntatis, qui colat, qui domum ventitet, is in amicorum numero est habendus.
5. And the canvassing for magistracies is divided into the diligence of two considerations, of which one must be placed in the zeal of friends, the other in popular will. The zeal of friends ought to be procured by benefits and offices and by long-standing acquaintance, and by the facility and pleasantness of nature. But this name of “friends” in a canvass extends more broadly than in the rest of life; for whoever it is who shows some goodwill toward you, who pays court, who frequents your house, is to be held in the number of friends.
But nevertheless, those who are friends from the more legitimate cause of kinship or affinity or sodality or some bond of necessity, it is most advantageous that you be dear and agreeable to them. Then, as each man is intimate and most domestic, you must labor earnestly that he love you and desire you to be as most distinguished as possible, then that your tribesmen, your neighbors, your clients, and finally your freedmen, lastly even your slaves; for almost all talk about forum reputation emanates from domestic originators. Then friends of each kind are to be marshaled: for appearance, men illustrious in honor and name (who, even if they do not ply the efforts of suffrage, nevertheless bring the petitioner some dignity); for obtaining right, magistrates (of whom especially the consuls, then the tribunes of the plebs); for completing the centuries, men of outstanding favor.
Those who from you either have a tribe or a century or some benefice, or hope to have one, these by all means both gather and secure with great effort; for in these years ambitious men have labored vehemently with every zeal and exertion so that they might obtain from their fellow-tribesmen the things they asked for; these men, by whatever methods you can, work it so that they are devoted to you from the heart and with [that] highest goodwill. But if men were sufficiently grateful, all these things ought to have been prepared for you, as indeed I trust they are prepared. For in these two years you have bound to yourself four sodalities of men most influential for canvassing, those of C. Fundanius, Q. Gallus, C. Cornelius, C. Orchivius; in the matters of bringing their cases before you I know what their fellow-members have undertaken and guaranteed to you, for I was present; wherefore this must be done by you, at this time, that you exact from them what they owe by often reminding, requesting, assuring, taking care that they understand that they will never have any other time for rendering gratitude; assuredly men will be stirred both by hope of your remaining services and [also] by recent benefits to ply their zeal.
And altogether, since your petition has been most fortified by that kind of friendships which you have obtained from the defenses of causes, see to it that for all those whom you hold bound it be plainly apportioned and disposed—each his own task; and just as you have never been troublesome to any of them in any matter, so take care that they understand that you have reserved until this time all the things which you have thought to be owed to you by them.
VI. Sed quoniam tribus rebus homines maxime ad benevolentiam atque haec suffragandi studia ducuntur, beneficio, spe, adiunctione animi ac voluntate, animadvertendum est quem ad modum cuique horum generi sit inserviendum. Minimis beneficiis homines adducuntur ut satis causae putent esse ad studium suffragationis, nedum ii quibus saluti fuisti, quos tu habes plurimos, non intellegant, si hoc tuo tempore tibi non satis fecerint, se probatos nemini umquam fore; quod cum ita sit, tamen rogandi sunt atque etiam in hanc opinionem adducendi ut, qui adhuc nobis obligati fuerint, iis vicissim nos obligari posse videamur. Qui autem spe tenentur, quod genus hominum multo etiam est diligentius atque officiosius, iis fac ut propositum ac paratum auxilium tuum esse videatur, denique ut spectatorem te suorum officiorum esse intellegant diligentem, ut videre te plane atque animadvertere quantum a quoque proficiscatur appareat.
6. But since by three things men are most of all led to benevolence and to these studies of suffrage—benefit, hope, and an adjunction of mind and will—it must be observed in what manner each of these kinds is to be served. By the very smallest benefits men are induced to think there is sufficient cause for zeal in suffraging; let alone that those to whom you have been a salvation, of whom you have very many, should not understand that, if at this your time they do not do enough for you, they will be approved by no one ever. And since this is so, nevertheless they must be asked, and even brought into this opinion: that those who up to now have been obligated to us, we in turn may seem able to be obligated to them. But as for those who are held by hope—a kind of men much more diligent and officious—make it so that your help appear proposed and prepared for them; finally, let them understand that you are a diligent spectator of their services, so that it be apparent that you plainly see and take note how much proceeds from each person.
That third kind is of voluntary efforts, which ought to be strengthened by rendering thanks, by accommodating your discourses to those reasons on account of which each person will seem to be a devotee of you, by signifying toward them an equal goodwill, by leading friendship on into the hope of familiarity and consuetude. And in all these kinds, judge and weigh how much each can do, so that you may know both in what manner you may serve each one and what you should expect and demand from each. For there are certain men in their neighborhoods and municipalities influential, there are diligent and well-provided who, even if before they have not been devoted to this favor, nevertheless can easily, on the spot, work hard for the sake of the one to whom they owe or are willing; to these kinds of men one must serve thus, that they themselves understand you to see what you expect from each, to perceive what you receive, to remember what you have received.
VII. Et quamquam partis ac fundatis amicitiis fretum ac munitum esse oportet, tamen in ipsa petitione amicitiae permultae ac perutiles comparantur; nam in ceteris molestiis habet hoc tamen petitio commodi: potes honeste, quod in cetera vita non queas, quoscumque velis adiungere ad amicitiam, quibuscum si alio tempore agas ut te utantur, absurde facere videare, in petitione autem nisi id agas et cum multis et diligenter, nullus petitor esse videare. Ego autem tibi hoc confirmo, esse neminem, nisi si aliqua necessitudine competitorum alicui tuorum sit adiunctus, a quo non facile si contenderis impetrare possis ut suo beneficio promereatur se ut ames et sibi ut debeas, modo ut intellegat te magni se aestimare, ex animo agere, bene se ponere, fore ex eo non brevem et suffragatoriam sed firmam et perpetuam amicitiam. Nemo erit, mihi crede, in quo modo aliquid sit, qui hoc tempus sibi oblatum amicitiae tecum constituendae praetermittat, praesertim cum tibi hoc casus adferat, ut ii tecum petant quorum amicitia aut contemnenda aut fugienda sit, et qui hoc quod ego te hortor non modo adsequi sed ne incipere quidem possint.
VII. And although one ought to be relying on and fortified by parties and well-founded friendships, nevertheless in the canvassing itself very many and very useful friendships are procured; for among the other annoyances this advantage the canvassing has: you can honorably—what in the rest of life you cannot—attach to friendship whomsoever you wish; with men with whom, if at another time you were to deal in order that they might make use of you, you would seem to act absurdly, yet in the canvassing, unless you do this, and with many and diligently, you would seem to be no candidate at all. But I assure you of this: there is no one, unless he be joined by some bond to one of your competitors, from whom you cannot easily, if you press it, obtain that by his own benefaction he earn that you love him and that you owe to him—provided only that he understand you to value him greatly, to act from the soul, to place himself well, that from this there will arise a friendship not brief and suffragatory but firm and perpetual. There will be no one, believe me, in whom there is in any way something, who will let pass this time offered for establishing friendship with you—especially since chance brings you this, that those are seeking office alongside you whose friendship is either to be despised or to be fled, and who cannot not only attain to what I exhort you, but cannot even begin.
For how could Antonius begin to attach men and invite them into friendship whom he cannot, by himself and in his own name, address? To me indeed nothing seems more foolish than to suppose that someone whom you do not know is devoted to you. There must be a certain exceptional glory and dignity and magnitude of deeds in the man whom unknown men, with no suffragators, would confer honor upon; but that a knavish, inert man, without duty, without genius, with infamy, with no friends, should outstrip a man fortified by the zeal of many and by the good estimation of all, cannot come to pass without a great fault of negligence.
VIII. Quam ob rem omnis centurias multis et variis amicitiis cura ut confirmatas habeas. Et primum, id quod ante oculos est, senatores equitesque Romanos, ceterorum ordinum omnium navos homines et gratiosos complectere. Multi homines urbani industrii, multi libertini in foro gratiosi navique versantur; quos per te, quos per communis amicos poteris, summa cura ut cupidi tui sint elaborato, appetito, adlegato, summo beneficio te adfici ostendito.
8. Wherefore, take care to have all the centuries made firm by many and various friendships. And first, what is before your eyes: embrace senators and Roman equestrians, and, from all the other orders, energetic and influential men. Many urban, industrious men, many freedmen influential and active in the forum, are engaged; through yourself, through common friends as you can, with the utmost care labor that they be eager for you—solicit them, enlist them—show that you are being honored with the highest favor.
Then have regard to the whole city, to all the collegia, the pagi, the neighborhoods; if from these you join the leading men to your friendship, through them you will easily hold the remaining multitude. Afterward, take care to have all Italy grasped in mind and memory, mapped out by tribes, so that you do not allow there to be any municipium, colony, prefecture—finally, any place in Italy—in which you do not have some support that can be sufficient; search out and investigate men from every region, get to know them, seek them out, confirm them, see to it that in their own neighborhoods they canvass for you and on your account are, as it were, candidates. They will want you as a friend, if they see their friendship sought by you; to make them understand that, achieve it by delivering a speech that pertains to that plan.
Municipal men and rustics, if they are known to us by name, reckon themselves to be in friendship; but if indeed they also suppose that some protection has been secured for themselves, they do not miss an occasion of earning favor. These men the others—and most especially your competitors—do not even know; you both know them and will easily get to know them, without which friendship cannot exist. Nor is that, however, enough, although it is great, if a hope of utility does not follow, and that you seem not only a nomenclator but even a good friend.
Thus, when you will have both these very men—who, on account of their own ambition, can have the greatest favor among their fellow-tribesmen—zealous in the centuries, and when you will have made the others, who prevail with some part of their tribesmen by reason of municipality or neighborhood or collegium relationship, desirous of you, you ought to be in the best hope. Now the centuries of the equites seem to me able to be held much more easily by diligence: first the equites ought to be known (for they are few), then courted (for that age of young men is much more easily joined to friendship). Then you have with you from the youth each of the best and most devoted to humanity/refinement; then moreover, since the equestrian order is yours, they will follow the authority of the order, if there will be employed by you such diligence that you may have those centuries secured not only by the goodwill of the order but also by the friendships of individuals. For the zeal of the young men in voting, in attending, in announcing, in following is wonderfully both great and honorable.
IX. Et, quoniam adsectationis mentio facta est, id quoque curandum est ut cottidiana cuiusque generis et ordinis et aetatis utare; nam ex ea ipsa copia coniectura fieri poterit quantum sis in ipso campo virium ac facultatis habiturus. Huius autem rei tres partes sunt: una salutatorum [cum domum veniunt], altera deductorum, tertia adsectatorum. In salutatoribus, qui magis vulgares sunt et hac consuetudine quae nunc est ad pluris veniunt, hoc efficiendum est ut hoc ipsum minimum officium eorum tibi gratissimum esse videatur; qui domum tuam venient, iis significato te animadvertere (eorum amicis qui illis renuntient ostendito, saepe ipsis dicito); sic homines saepe, cum obeunt pluris competitores et vident unum esse aliquem qui haec officia maxime animadvertat, ei se dedunt, deserunt ceteros, minutatim ex communibus proprii, ex fucosis firmi suffragatores evadunt.
9. And, since mention of adsectation has been made, this too must be taken care of, that you make use of the daily attendance of every kind, order, and age; for from that very abundance a conjecture can be made how much strength and faculty you will have on the field itself. But this matter has three parts: one of the salutators [when they come to the house], the second of the deductors, the third of the adsectators. Among the salutators, who are more common and by the custom which now prevails go to several, this must be brought about: that this very minimal service of theirs seem most gratifying to you; those who will come to your house, signify to them that you notice it (show to their friends, that they may report it back to them; say it often to them themselves); thus men often, when they do their rounds to several competitors and see that there is one person who most of all notes these services, give themselves over to him, desert the others, little by little from common become his own, from sham become firm suffragators.
Now keep this diligently: if you hear that the one who has promised you is, as they say, practicing deceit, or you perceive it, dissemble that you have heard or known it; if anyone wishes to purge himself to you of what he thinks is suspected, affirm that you have never doubted, nor ought you to doubt, his will; for one who does not think he is giving satisfaction can in no way be a friend. Moreover, you ought to know with what mind each person is, so that you may also be able to determine how much you trust each. Now, in proportion as the duty of the escorts is greater than that of the salutators, signify and show that this is more pleasing to you, and, so far as this can be done, go down at set times; great repute, great dignity, is brought by daily frequency in escorting.
T he third is, of this kind, the assiduous abundance of followers. In this, those whom you will have as volunteers, take care that they understand that you are obligated to them in perpetuity by the highest benefaction; but those who owe you, from them plainly exact this office: those who, by reason of age and business, will be able, let them themselves be assiduous with you; those who themselves will not be able to attend, let them appoint their intimates for this service. I very much wish you, and I judge it to pertain to the matter, always to be with a multitude.
Moreover, it brings great praise and the highest dignity, if those will be with you who have been defended by you and who through you have been preserved and freed in the courts; this you plainly demand from them, that, since with no expense on your part some have obtained their property, others their honor, others their safety and all their fortunes, and since there will be no other time when they can return gratitude to you, they remunerate you with this service.
X. Et quoniam in amicorum studiis haec omnis oratio versatur, qui locus in hoc genere cavendus sit praetermittendum non videtur. Fraudis atque insidiarum et perfidiae plena sunt omnia. Non est huius temporis perpetua illa de hoc genere disputatio, quibus rebus benevolus et simulator diiudicari possit; tantum est huius temporis admonere.
10. And since this whole discourse turns upon the zeals of friends, it does not seem that the point which in this kind must be guarded against should be passed over. All things are full of fraud, ambushes, and perfidy. It is not the time now for that continual disputation on this topic, by what means the benevolent man and the simulator may be discriminated; it is only the time to admonish.
Your highest virtue has compelled the same men both to pretend to be your friends and to envy you. Wherefore hold fast that Epicharmian maxim, that the nerves and joints of wisdom are to not believe rashly, and, when you have set in order the zeal of your friends, then also learn the plans and kinds of detractors and adversaries. These three are: one, those whom you have harmed; a second, those who without cause do not like you; a third, those who are very much friends of competitors.
Those whom you have injured, when against them on behalf of a friend you were speaking, plainly clear yourself to them, commemorate the ties of obligation, lead them into hope that, in their affairs, if they shall have betaken themselves into friendship, you will be with equal zeal and duty. Those who without cause do not love you, to them either by a benefit or by hope or by signifying your zeal toward them, give effort to bring them down from that perversity of mind. Those whose good will will be more alienated from you on account of the friendships of competitors, serve them also by the same method as the former, and, if you can make it acceptable, show that you are of a benevolent mind toward those very competitors of yours, and show.
XI. Quoniam de amicitiis constituendis satis dictum est, dicendum est de illa altera parte petitionis quae in populari ratione versatur. Ea desiderat nomenclationem, blanditiam, adsiduitatem, benignitatem, rumorem, speciem in re publica. Primum id quod facis, ut homines noris, significa ut appareat, et auge ut cottidie melius fiat; nihil mihi tam populare neque tam gratum videtur.
11. Since enough has been said about establishing friendships, it must be said about that other part of the canvass which is engaged in a popular plan. This requires nomenclation, blandishment, assiduity, benignity, rumor, and an appearance in the republic. First, that which you are doing—that you may know people—make it manifest so that it may appear, and increase it so that day by day it becomes better; nothing seems to me so popular nor so pleasing.
Then that which you do not have by nature induce into your mind as needing to be feigned so that you may seem to do it by nature; for affability is not lacking to you, that which is worthy of a good and sweet man, but there is need of blandishment in great measure, which, even if it is vicious and base in the rest of life, nevertheless in a candidacy is necessary; for indeed when it makes someone worse by assenting, then it is shameless, when more friendly, it is not so much to be blamed, but to a petitioner it is truly necessary, whose very brow and countenance and speech must be changed and accommodated to the feeling and the will of those with whomsoever he has met. Now for assiduity there is no precept, the very word teaches what the thing is; it is indeed of great profit to depart nowhere, but yet this is the fruit of assiduity, not only to be at Rome and in the forum but to petition assiduously, often to address the same men, not to allow that anyone can say, in a matter which you can accomplish on his behalf, that he has not [been] asked by you, and asked very earnestly and diligently. But benignity extends widely: [and] it is in your household resources, which although they cannot reach the multitude, nevertheless, if praised by friends, are pleasing to the multitude; it is in banquets, which see to it are co-celebrated both by you and by your friends, both everywhere and by tribes; it is also in service, which make very public and common, and take care that approaches to you by day and by night stand open, and not only at the doors of your house but also in your look and brow, which is the doorway of the mind; if this signifies that your goodwill is hidden and shut away, it matters little that the door stands open.
For people want not only that promises be made to them—especially since they ask it from a candidate—but also that it be promised largely and honorifically. Wherefore this precept is easy: that what you are going to do, you signify that you will do zealously and willingly; that other is more difficult, and more accommodated to the occasion than to your nature: namely, in what you cannot do, that you either deny it pleasantly or even do not deny it; of which the one belongs to a good man, the other to a good petitioner (candidate). For when that is asked which we cannot promise honorably or without our own detriment—just as if someone should ask that we take up a cause against some friend—it must be neatly refused, so that you show the connection, demonstrate how painfully you take it, and persuade him that you will patch it up by other services.
XII. Audivi hoc dicere quendam de quibusdam oratoribus, ad quos causam suam detulisset, gratiorem sibi orationem eius fuisse qui negasset quam illius qui recepisset; sic homines fronte et oratione magis quam ipso beneficio rei capiuntur. Verum hoc probabile est, illud alterum subdurum tibi homini Platonico suadere, sed tamen tempori tuo consulam. Quibus enim te propter aliquod officium necessitudinis adfuturum negaris, tamen ii possunt abs te placati aequique discedere; quibus autem idcirco negaris, quod te impeditum esse dixeris aut amicorum hominum negotiis aut gravioribus causis aut ante susceptis, inimici discedunt omnesque hoc animo sunt ut sibi te mentiri malint quam negare.
12. I have heard a certain man say this about certain orators, to whom he had brought his case: that the oration of the one who had refused was more pleasing to him than that of the one who had accepted; thus men are captured more by countenance and by oration than by the benefit of the thing itself. True, this is plausible; the other advice is somewhat hard to urge upon you, a Platonic man, but nevertheless I will have regard to your present juncture. For those to whom you deny that you will be present on account of some duty of connection can still depart from you appeased and equitable; but those to whom you therefore refuse because you say that you are impeded either by the affairs of friends or by graver causes or by things previously assumed, depart as enemies, and all are of this mind: that they prefer you to lie to them rather than refuse.
Gaius Cotta, a craftsman in canvassing, used to say that he was wont to promise his service to everyone, since he was asked for nothing contrary to duty, and to impart it to those with whom he judged it would be best placed; therefore he refused no one, because it often happened that there was a reason why the person to whom he had promised would not make use of it, and often that he himself was freer than he had thought; nor could the house of a man be filled who admitted only as much as he saw he could discharge; by chance it comes about that the things you had not supposed are transacted, and those which you believed to be in hand, for some reason are not transacted; then the worst outcome is that the one to whom you have told a lie grows angry. That, if you promise, is both uncertain and put off to a later day, and involves fewer persons; but if you refuse it, you certainly alienate people, and at once, and more of them; for there are by far more who ask that it be permitted to use another’s service than who actually use it. Wherefore it is better that some of these should sometimes be angry with you in the forum than that all should immediately be angry at home, especially since they are much more angry with those who refuse than with the man whom they see hindered for this reason, that he longs to do what he promised if in any way he can.
And lest I seem to have strayed from my distribution, since I discuss these things in this popular part of the petition for office, I follow this: that all these things pertain not so much to the zeal of friends as to popular fame; although there is something from that class—answering kindly, zealously serving the business and dangers of friends—yet in this place I speak of those things by which you can seize the multitude: that your house be filled before daybreak, that many be held by the hope of your protection, that they depart from you more friendly than they came, that the ears of as many as possible be filled with the best discourse.
XIII. Sequitur enim ut de rumore dicendum sit, cui maxime serviendum est. Sed quae dicta sunt omni superiore oratione, eadem ad rumorem concelebrandum valent, dicendi laus, studia publicanorum et equestris ordinis, hominum nobilium voluntas, adulescentulorum frequentia, eorum qui abs te defensi sunt adsiduitas, ex municipiis multitudo eorum quos tua causa venisse appareat, bene te ut homines nosse, comiter appellare, adsidue ac diligenter petere, benignum ac liberalem esse loquantur et existiment, domus ut multa nocte compleatur, omnium generum frequentia adsit, satis fiat oratione omnibus, re operaque multis, perficiatur id quod fieri potest labore et arte ac diligentia, non ut ad populum ab his hominibus fama perveniat sed ut in his studiis populus ipse versetur. Iam urbanam idam multitudinem et eorum studia qui contiones tenent adeptus es in Pompeio ornando, Manili causa recipienda, Cornelio defendendo; excitanda nobis sunt quae adhuc habuit nemo quin idem splendidorum hominum voluntates haberet.
13. For it follows that something must be said about rumor, to which one must most of all do service. But the things that have been said in the whole preceding discourse likewise avail for celebrating rumor: the praise of speaking, the zeal of the publicans and of the equestrian order, the goodwill of men of nobility, the frequency of young men, the assiduity of those who have been defended by you, the multitude from the municipalities of those who appear to have come for your sake; let it be said and thought that you know men well, address them courteously, canvass constantly and diligently, are benign and liberal; let your house be filled far into the night, let a thronging of every kind be present; let satisfaction be given by speech to all, by deed and by work-and-help to many; let that which can be done be brought to completion by toil and by art and by diligence—not that the report should reach the people from these men, but that in these pursuits the people himself should be engaged. Already you have gained this city multitude and the support of those who hold the assemblies, in adorning Pompey, in taking up the cause of Manilius, in defending Cornelius; we must rouse those supports which thus far no one has possessed without at the same time possessing the good-wills of splendid men.
It must also be brought about that all know that the highest goodwill of Gnaeus Pompey toward you exists, and that it very strongly pertains to his calculations that you attain what you seek. Finally, take care that the whole petition be full of pomp, that it be illustrious, splendid, popular, that it have the highest appearance and dignity, that even, if by any possible method, there arise for your competitors an infamy, accommodated to their habits, of either crime or lust or largition. And also in this canvass it must especially be looked to that the hope of the Republic concerning you be good and the opinion honorable; yet, in petitioning, the Republic is not to be undertaken, neither in the senate nor in the assembly.
But these things must be retained by you: that the senate, from the fact that you have so lived, judge that you will be a defender of its authority; that the Roman equestrians and the good men and the well-to-do, from the life you have led, deem you a devotee of leisure and of tranquil affairs; that the multitude, from the fact that, at least in speech in the public assemblies and in the court, you have been “popular,” think that you will not be alien from their interests.
XIV. Haec mihi veniebant in mentem de duabus illis commentationibus matutinis, quod tibi cottidie ad forum descendenti meditandum esse dixeram: "Novus sum, consulatum peto". Tertium restat: "Roma est", civitas ex nationum conventu constituta, in qua multae insidiae, multa fallacia, multa in omni genere vitia versantur, multorum adrogantia, multorum contumacia, multorum malevolentia, multorum superbia, multorum odium ac molestia perferenda est. Video esse magni consili atque artis in tot hominum cuiusque modi vitiis tantisque versantem vitare offensionem, vitare fabulam, vitare insidias, esse unum hominem accommodatum ad tantam morum ac sermonum ac voluntatum varietatem. Qua re etiam atque etiam perge tenere istam viam quam institisti, excere dicendo; hoc et tenentur Romae homines et adliciuntur et ab impediendo ac laedendo repelluntur.
14. These things were coming to mind for me about those two morning commentations which I said you ought to meditate, as you go down to the Forum daily: “I am new; I seek the consulship.” A third remains: “It is Rome,” a civitas constituted from a convocation of nations, in which many ambushes, much fallacy, many vices in every kind are in play; the arrogance of many, the contumacy of many, the malevolence of many, the pride of many— the hatred and annoyance of many— must be borne. I see it to be a matter of great counsel and art for one man, moving amid the vices of so many men of every sort and so great, to avoid giving offense, to avoid gossip, to avoid plots— to be a single man accommodated to so great a variety of morals and discourses and wills. Wherefore again and again proceed to hold that road which you have begun, exercise yourself by speaking; by this men at Rome are both held and enticed, and they are repelled from hindering and harming.
And since in this point especially the city is depraved, namely that, with largess interposed, it is wont to forget virtue and dignity, in this see to it that you know yourself well—that is, understand that you are the one who can bring the greatest fear of judgment and danger upon your competitors. Make it so that they know themselves to be guarded and observed by you; they will then indeed dread your diligence, your authority and the force of your speaking, and, moreover, the zeal of the equestrian order toward you. And I do not wish you to set these things before them in such a way that you seem to be already meditating an accusation, but rather that by this terror you may more easily achieve this very thing which you are pursuing.
And plainly strive thus with all sinews and faculties, that we may acquire what we seek. I see that there are no elections so polluted by bribery that some centuries do not, gratis, return their own men as most necessary. Wherefore, if we keep vigilant in proportion to the dignity of the matter, and if we rouse our well‑disposed friends to the highest zeal, and if we assign to each his proper task among those devoted to us and influential, and if we set a trial before our competitors, instill fear into the sequesters, and by some method restrain the distributors (of bribes), it can be brought to pass that no largess be made, or that it avail nothing.
These are the things which I thought I do not know better than you, but could more easily, in view of your occupations, gather into one place and send to you written out in full. And although they are written in such a way as to apply not to all who seek honors but to you particularly and to this your candidacy, nevertheless, if anything shall seem to need changing or to be wholly removed, or if anything shall have been omitted, I would like you to tell me this; for I wish this little memorandum of candidacy to be regarded as in every respect perfected.