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