at Carlisle] I tried to show that the fans are the people that matter. You've got to know how to treat them (and) have them on your side". This was particularly true at Liverpool and Shankly said he was made for Liverpool where the people that matter most are the ones who come through the turnstiles. He added that a manager has got to identify himself with the people because their team is something that really matters to them. In return, he said, the support of the Liverpool fans for their team had been incredible. In April 1973, when Shankly and the team were showing off the League Championship trophy to the fans on the Kop, he saw a policeman fling aside a Liverpool scarf which had been thrown in Shankly's direction. Shankly retrieved the scarf and wore it. He said to the policeman: "Don't you do that. That's precious". Shankly saw the offer of the scarf as a mark of respect which deserved his respect in return. Shankly emphasised the importance of communication with the supporters. At Carlisle he used to speak to them over the public address system before matches. Rather than just putting a few lines in the match programme, he preferred to speak and explain his team changes and his views about the previous match. At Workington, he would answer supporters' letters in person, using an old typewriter. He said he preferred to phone business people as he would put as little as possible in writing when dealing with them. He would readily obtain match tickets for fans whom he considered to be deserving cases and wrote in his autobiography that he would give people anything within reason. Shankly formed a special bond with the Liverpool supporters and, at the end of the 1961–62 season when Liverpool won the Second Division championship, he told the Liverpool Echo: "In all sincerity, I can say that they are the greatest crowd of supporters in the game". In Tommy Smith's view, Shankly was completely in tune with the city of Liverpool; he loved the supporters and they loved him, mainly because they knew he understood them. Regarded as a great orator who stirred emotions among the fanbase, following the 1971 FA Cup Final (which Liverpool lost to Arsenal), Shankly and the players toured the city of Liverpool where people turned out to greet the gallant losers. Standing on the