represents the class you are trying to reach; forget that there is
any other prospect in the whole world; concentrate your attention
and selling talk on this one individual.

"If you are going to write letters that pull," says one successful
correspondent, "you have got to be a regular spiritualist in order
to materialize the person to whom you are writing; bring him into
your office and talk to him face to face."

"The first firm I ever worked for," he relates, "was Andrew Campbell
& Son. The senior Campbell was a conservative old Scotchman who had
made a success in business by going cautiously and thoroughly into
everything he took up. The only thing that would appeal to him would
be a proposition that could be presented logically and with the
strongest kind of arguments to back it up. The son, on the other
hand, was thoroughly American; ready to take a chance, inclined to
plunge and try out a new proposition because it was new or unique;
the novelty of a thing appealed to him and he was interested because
it was out of the ordinary.

"Whenever I have an important letter to write, I keep these two men
in mind and I center all my efforts to convince them; using
practical, commonsense arguments to convince the father, and enough
snappy 'try-it-for-yourself' talk to win the young man."

According to this correspondent, every firm in a measure represents
these two forces, conservative and radical, and the strongest letter
is the one that makes an appeal to both elements.

A young man who had made a success in selling books by mail was