Not unlike some consultants I know

“Christ a-mighty, it’s hot, huh, kid?”

Clem Hoately, the talker, stood beside Stan, wiping the sweat from the band of his panama with a handkerchief. “Say, Stan, run over and get me a bottle of lemon soda from the juice joint. Here’s a dime; get yourself one too.”

When Stan came back with the cold bottles, Hoately tilted his gratefully. “Jesus, my throat’s sore as a bull’s ass in fly time.”

Stan drank the pop slowly. “Mr. Hoately?”

“Yeah, what?”

“How do you ever get a guy to geek? Or is this the only one? I mean, is a guy born that way—liking to bite the heads off chickens?”

Clem slowly closed one eye. “Let me tell you something, kid. In the carny world you don’t ask nothing. And you’ll get told no lies.”

“Okay. But did you just happen to find this fellow—doing—doing this somewhere behind a barn, and work up the act?”

Clem pushed back his hat. “I like you, kid. I like you a lot. And just for that I’m going to give you a treat. I’m not going to give you a boot in the ass, get it? That’s the treat.”

Stan grinned, his cool, bright blue eyes never leaving the older man’s face. Suddenly Hoately dropped his voice.

“Just because I’m your pal I ain’t going to crap you up. You want to know where geeks came from. Well, listen—you don’t find ’em. You make ’em.”

He let this sink in, but Stanton Carlisle never moved a muscle. “Okay. But how?”

Hoately grabbed the youth by the shirt front and drew him nearer. “Listen, kid. Do I have to draw you a damn blueprint? You pick up a guy and he ain’t a geek—he’s a drunk. A bottle-a-day booze fool. So you tell him like this: ‘I got a little job for you. It’s a temporary job. We got to get a new geek. So until we do you’ll put on the geek outfit and fake it.’ You tell him, ‘You don’t have do nothing. You’ll have a razor blade in your hand and when you pick up the chicken you give it a little nick with the blade and then make like you’re drinking the blood. Same with rats. The marks don’t know no different.'”

Hoately ran his eye up and down the midway, sizing up the crowd. He turned back to Stan. “Well, he does this for a week and you see to it that he gets his bottle regular and a place to sleep it off in. He likes this fine. This is what he thinks is heaven. So after a week you say to him like this, you say, ‘Well, I got to get me a real geek. You’re through.’ He scares up at this because nothing scares a real rummy like the chance of a dry spell and getting the horrors. He says, ‘What’s the matter? Ain’t I doing okay?’ So you say, ‘Like crap you’re doing okay. You can’t draw no crowd faking a geek. Turn in your outfit. You’re through.’ Then you walk away. He comes following you, begging for another chance and you say, ‘Okay. But after tonight out you go.’ But you give him his bottle.

“That night you drag out the lecture and lay it on thick. All the while you’re talking he’s thinking about sobering up and getting the crawling shakes. You give him time to think it over, while you’re talking. Then throw in the chicken. He’ll geek.”

—William Lindsay Gresham, Nightmare Alley (1946), Card I, “The Fool”