To strike the Responsive Chord full and true, with that class, would mean 100 per cent in possible results, from the arguments deduced.

To strike a chord which sounded harsh, uncongenial, or unfamiliar, to that class, would be to arouse latent antagonism or distrust.

Either of these would discount the effect of the same logic, from 25 to 50 per cent.

That is why the successful Salesman-on-Paper must possess Imagination, as well as logic.

He must be able to form a clear conception of the class he aims to convince.

He must estimate how the average mind of that class is likely to work, under a certain argument, and under a certain mode of expressing it.

Then, he must be able to create the Personality, in his mode of expression, which will strike the most Responsive Chord with the greatest possible number.

Some few Advertisers possess this power of creating a personality which fits responsively the mass of humanity - the great 85 per cent.

And this ability to estimate the average mentality, the Habit-of-Thought, of the Class aimed at, with the power to create a personality in the copy which will fit it most agreeably and familiarly, is what the Reason-Why Salesman-on-Paper must have, in addition to the logical arguments of the Salesman in any other field.

The difference in Results between copy written by two equally bright men may be. and often is, 80 per cent, though the same space be used in each case, to sell the selfsame article.

That difference consists, first of all, in the quality of argument, the "Reason- Why" that each of the two lines of copy contains, and next in the Personality with which these arguments have been invested, in either copy, so as to strike the most Responsive Chord with the class of readers aimed at.

The faculty of taking the Mental Measure of a given class, and gauging their Habit-of-Thought is a sort of Instinct, such as guides the Timber-Explorer, who travels a hundred square miles of forest and estimates closely just how many thousand feet of timber are on it, though he never counts a tree.

That sales of timber lands running into millions of dollars have been regularly made on this instinctive knowledge of a single man, is evidence of the general accuracy, and reliability, of such trained, and instinctive estimates.

This same faculty has more to do with successful Salesmanship-on-Paper than is generally recognized.

And, it is rare enough to be interesting.