The Art Of Salesfu PDF Download

This historic book may have numerous typos and missing text. Purchasers can usually download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1911 edition. Excerpt: ... LESSON FORTY-ONE The Arguments And How To Arrange Them S previously stated, the arguments of a good selling letter are the reasons why a buyer should buy your goods. The task before you, therefore, is first to find out what those reasons are, and then to arrange them in the best way to effect a speedy sale, satisfactory to both parties. Let us suppose you have a new fountain pen to dispose of, one that claims to overcome all the little eccentricities of the articles, good, bad and indifferent, that now flood the market. You take a sheet of paper and in reply to the question, "Why do I think a man ought to buy this pen?" you write down one, two, three, perhaps six good reasons. Some of them may be more important than others, but that point can be dealt with later. When finished, your list of arguments would be something like this: 1. The pen is cheap in price and simple in construction. 2. It solves the "flow of ink" problem by a new patent regulator. 3. It is very light, being made of a quite new material. 4. The mechanism for re-filling is also a patent and prevents inky fingers. 5. Leaking is impossible and the pen may safely be carried upside down. 6. It was successfully tried by six men, an accountant, a professor, a commercial traveller, a grocer, a butcher, and a farmer, for one year before being put on the market. Probably other reasons could be produced for an early purchase, but these will be needed for follow-up letters. The question now arises: "Which argument should come first? and second? and third? What principle of order should be followed?" The answer is, "Follow the mental law of sale." Every buyer's mind passes, more or less quickly, through well defined stages of thought and feeling in making a purchase, and therefore...