Now this is an argument that is worth while: that the parts of the engine are so accurately ground that repairs can be made quickly, and new parts will fit without a moment's trouble. The last sentence of the paragraph is of course nothing but assertion, but it is stated in a way that carries conviction. Many correspondents would have bluntly declared that this was the best engine ever manufactured, or something of that kind, and made no impression at all on the minds of the readers. But the statement that the company could not make a better engine, even if it charged twice as much, sinks in.
Proof of quality is always one of the strongest arguments that can be used. A man wants to feel sure that he is given good value for his money, it matters not whether he is buying a lead pencil or an automobile. And next to argument of quality is the argument of price. Here are some striking paragraphs taken from the letter sent out by a firm manufacturing gummed labels and advertising stickers:
"We would rather talk quality than price because no other concern prints better stickers than ours—but we can't help talking price because no other concern charges as little for them as we do."
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This is a strong statement but it is nothing more than a statement The writer, however, hastens to come forward with argument and proof:
"You know we make a specialty of gummed labels—do nothing else. We have special machinery designed by ourselves—machinery that may be used by no other concern. This enables us to produce better stickers at a minimum expense.
"All of our stickers are printed on the best stock, and double gummed, and, by the way, compare the gumming of our stickers with those put up by other concerns. We have built up a business and reputation on stickers that stick and stay."
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If you were in the market for labels you would not hesitate to send an order to that firm, for the writer gives you satisfying reasons for the quality and the low price of his goods. The argument in favor of its goods is presented clearly, concisely, convincingly.
The argument that will strike home to the merchant is one that points out his opportunity for gain. Here is the way a wholesale grocer presented his proposition on a new brand of coffee: