_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_

If gold and silver were produced in relatively equal quantities,

the world would go on trading with money of both kinds, but the
proportions are not the same
If gold and silver were produced in relatively equal quantities,
the world would go on trading with money of both kinds, but the
proportions are not the same.

Few men would receive a letter like that without taking the time to

read it, at least hurriedly, and if the rest of the argument is
presented with equal force the message is almost sure to be carried
home
Few men would receive a letter like that without taking the time to
read it, at least hurriedly, and if the rest of the argument is
presented with equal force the message is almost sure to be carried
home.