Business Correspondence | Page 9

clever appeal or forcible argument simply because he does not
see at the moment how he can make use of it.

In all probability the time will come when that story or that figure of
speech will just fit in to illustrate some point he is trying to make. Nor
does the correspondent restrict his material to the subject in which he is
directly interested, for ideas spring from many sources and the
advertisement of some firm in an entirely different line may give him a
suggestion or an inspiration that will enable him to work up an original
talking point. And so it will be found that the sources of material are
almost unlimited--limited in fact, only by the ability of the writer to see
the significance of a story, a figure of speech or an item of news, and
connect it up with his particular proposition.
But gathering and classifying material available for arguments is only
preliminary work. A wide knowledge of human nature is necessary to
select from these arguments those that will appeal to the particular
prospect or class of prospects you are trying to reach.
"When you sit down to write an important letter, how do you pick out
your talking points?"
This question was put to a man whose letters have been largely
responsible for an enormous mail-order business.
"The first thing I do," he replied, "is to wipe my pen and put the cork in
the ink bottle."
His answer summarizes everything that can be said about selecting
talking points: before you start to write, study the proposition, picture
in your mind the man to whom you are writing, get his viewpoint, pick
out the arguments that will appeal to him and then write your letter to
that individual.
The trouble with most letters is that they are not aimed carefully, the
writer does not try to find the range but blazes away in hopes that some
of the shots will take effect.
There are a hundred things that might be said about this commodity
that you want to market. It requires a knowledge of human nature, and
of salesmanship to single out the particular arguments and the

inducement that will carry most weight with the individual to whom
you are writing. For even if you are preparing a form letter it will be
most effective if it is written directly at some individual who most
nearly represents the conditions, the circumstances and the needs of the
class you are trying to reach.
Only the new correspondent selects the arguments that are nearest at
hand--the viewpoints that appeal to him. The high score letter writers
look to outside sources for their talking points. One of the most fruitful
sources of information is the men who have bought your goods. The
features that induced them to buy your product, the things that they talk
about are the very things that will induce others to buy that same
product. Find out what pleases the man who is using your goods and
you may be sure that this same feature will appeal to the prospect.
It is equally desirable to get information from the man who did not buy
your machine--learn his reasons, find out what objections he has
against it; where, in his estimation, it fell short of his requirements; for
it is reasonably certain that other prospects will raise the same
objections and it is a test of good salesmanship to anticipate criticisms
and present arguments that will forestall such objections.
In every office there should be valuable evidence in the files--
advertisements, letters, circulars, folders and other publicity matter that
has been used in past campaigns. In the most progressive business
houses, every campaign is thoroughly tested out; arguments, schemes,
and talking points are proved up on test lists, the law of averages
enabling the correspondent to tell with mathematical accuracy the
pulling power of every argument he has ever used. The record of tests;
the letters that have fallen down and the letters that have pulled, afford
information that is invaluable in planning new campaigns. The
arguments and appeals that have proved successful in the past can be
utilized over and over again on new lists or given a new setting and
used on old lists.
The time has passed when a full volley is fired before the ammunition
is tested and the range found. The capable letter writer tests out his
arguments and proves the strength of his talking points without wasting

a big appropriation. His letters are tested as accurately as the chemist in
his laboratory tests the strength or purity of material that is submitted to
him for analysis. How letters are keyed and tested is the subject of
another chapter.
No matter what kind of a letter you are writing, keep