_Arguments--prices, styles, terms, quality or whatever they may

be--are effective only when used on the right 'prospect' at the
right time
_Arguments--prices, styles, terms, quality or whatever they may
be--are effective only when used on the right 'prospect' at the
right time. The correspondent who has some message of value to carry
gathers together a mass of 'raw material'--facts, figures and
specifications on which to base his arguments--and then he selects
the particular talking points that will appeal to his prospect. By
systematic tests, the relative values of various arguments may be
determined almost to a scientific nicety. How to gather and classify
this material and how to determine what points are most effective is
the subject in this chapter_