Shakespeare's father had to petition to be granted a coat of arms. When people did this in the Elizabethan era, what sort of arguments did they make to "win" their case? Once won, how did people decide what to put on their coat of arms? Were their rules they had to follow?

Followup question(s): How often did this happen/how often did it succeed? Was it a common occurrence, or quite rare? How much support was one expected to have when they presented their petition (e.g. Did they have to have support from a number of noble families? A certain amount of wealth/reputation?)

My apologies if that second question is too similar to OP's last one. If so, please disregard it.