How to Become a Writer-Salesman
"Next came the analysis and classification of the SALES PROCESS and a conscious instead of an INSTINCTIVE application of governing PRINCIPLES.
"Next came the adoption of these principles to WRITTEN SALESMANSHIP, polished and refined by a study of grammar and rhetoric.
"Next came the study of the principles of LOGIC, giving the power of analysis and consecutive reasoning—a by-product being a study of the great principles of LAW—which is simply organized common sense— sometimes a little out of date.
"Next came a study of the principles of advertising —the art of condensation—of saying a hundred words and making the reader think a thousand (a valuable accomplishment with some space selling at $6 per agate line).
"Next came the study of the world of commerce—the relation of the manufacturer, jobber, retailer and consumer in the business scheme.
"Next came a study of MIND PROCESSES through the science of psychology.
"Last came a study of the world of FINANCE— that complex world where results are more often than not obtained by a complete reversal of the tactics of trade.
"For the information of any prospective 'ad school' pupil, I will state that these studies have occupied me seventeen years—and I learn every day.
"I regard these studies, in the order named, as the logical steps one must pass through before we have the finished product that I term 'The Writer-Salesman.'"
Mr. Ruxton then quotes the following from an article written by A. L. MacBain in System.
" 'Lincoln, it is related, early learned in beginning the study of law that he did not know what it was to prove a thing. By means of careful, conscientious study, in which he took up the problems of Euclid, one by one, he satisfied himself that he then realized absolutely what it meant TO PROVE A PROPOSITION.
Proving Your Proposition
"'The salesman who determines with absolute accuracy what it means first, to prove a proposition, and, second, to apply the general principles of demonstration to an immediate matter in hand, knows just how far to go in making his demonstration; what to include, and what not to include. He can see in his mind's eye the chain of evidence that he is fashioning, and will make that fabric of the mind exact, logical and convincing. Exactness must be called for that knowledge of the proposition may be imparted by the demonstrator to his auditor; the chain of demonstration must be logical in order to lead from the known facts taken as a premise to the conclusion which it is desired to establish, and exactness of state- ment arranged in logical order can lead to but one conclusion—the convincing of the 'prospect.'
"I regard, as a primary qualification of the writer-salesman, the ability to reason closely, consecutively, without a break in the chain of evidence; to this should be added the faculty of happy contrast, of clearness, force, and brilliancy of style. "PRESENTATION is nine parts experience and judgment—one part writing."
From another book of Mr. Ruxton's entitled "The Art of Resultful Letter Writing" and published by the Mailbag Publishing Company, we quote the following :