,,bus9ess ,,correspond5ce ,,volume ,i ,,h[ ,,to ,,write ,,! ,,bus9ess ,,lett]3 #bd *apt]s on prep>+ to write ! lett] & f9d+ ! prop] viewpo9t2 h[ to op5 ! lett]1 pres5t ! proposition conv9c+ly1 make an effective close2 h[ to acquire a =ceful /yle & inject orig9ality2 h[ to adapt sell+ appeal to diff]5t prospects & get ord]s by lett]-- prov$ pr9ciples & practical s*emes illu/rat$ by extracts f #bag actual lett]s ,,cont5ts ,,bus9ess ,,correspond5ce ,,volume ,i ,,"p ,i ,prep>+ to ,write ! ,lett] ,,*apt] #a3 ,:at ,y ,c ,d ,) a ,po/age ,/amp #b3 ,! ,advantages ( ,do+ ,bus9ess by ,lett] #c3 ,ga!r+ ,mat]ial & ,pick+ ,out ,talk+ ,po9ts #d3 ,:5 ,y ,sit ,d[n to ,write ,,"p ,,ii ,h[ to ,write ! ,lett] #e3 ,h[ to ,beg9 a ,bus9ess ,lett] #f3 ,h[ to ,pres5t ,y\r ,proposition #g3 ,h[ to ,br+ ! ,lett] to a ,close ,,"p ,,iii ,/yle--,mak+ ! ,lett] ,readable #h3 ,/yle 9 ,lett] ,writ+--,& ,h[ to ,acquire ,x #i3 ,mak+ ! ,lett] ,hang ,toge!r #aj3 ,h[ to ,make ,lett]s ,orig9al #aa3 ,mak+ ! ,=m ,lett] ,p]sonal ,,"p ,,iv ,! ,dress ( a ,bus9ess ,lett] #ab3 ,mak+ ,lett]heads & ,envelopes ,di/9ctive #ac3 ,! ,typographical ,make-up ( ,bus9ess ,lett]s #ad3 ,gett+ a ,uni=m ,policy & ,quality 9 ,lett]s #ae3 ,mak+ ,lett]s ,uni=m 9 ,appe>ance ,,"p ,v ,writ+ ! ,sales ,lett] #af3 ,h[ to ,write ! ,lett] ,t ,w ,l& ! ,ord] #ag3 ,! ,lett] ,t ,w ,br+ ,an ,inquiry #ah3 ,h[ to ,close ,sales by ,lett] #ai3 ,:at to ,enclose ,) ,sales ,lett]s #bj3 ,br++ 9 ,new ,bus9ess by ,po/ ,c>d #ba3 ,mak+ x ,easy = ! ,prospect to ,answ] ,,"p ,,vi ,! ,appeal to ,diff]5t ,classes #bb3 ,h[ to ,write ,lett]s ,t ,appeal to ,wom5 #bc3 ,h[ to ,write ,lett]s ,t ,appeal to ,m5 #bd3 ,h[ to ,write ,lett]s ,t ,appeal to ,f>m]s ,:at ,y ,c ,d ,) a ,,po/age ,,/amp ,,"p ,i--,,prep>+ ,,to ,,write ,,! ,,lett]--,,*apt] #a ,la/ ye> #aiaj fifte5 billion lett]s 7 h&l$ by ! po/ (fice--"o hundr$ & fifty = e p]son4 ,j z a ?\s& ye>s ago practically all trade 0 ca%1 & n[ only sev5 p] c5t involves curr5cy1 s n9e-t5?s ( ! bus9ess is done today by lett] :ile ev5 a few decades ago x 0 by p]sonal ^w4 ,y c get y\r prospect1 turn him into a cu/om]1 sell him goods1 settle compla9ts1 inve/igate cr$it /&+1 collect y\r money--,,all ,,by ,,lett]4 ,& (t5 bett] ?an by ^w ( m\?4 ,=1 :5 talk+1 y speak to only "o or two2 by lett] y c talk to a hundr$ ?\s& 9 a s9c]e1 p]sonal way4 ,s ! lett] is ! ,,mo/ ,,important ,,tool 9 mod]n bus9ess--good lett] writ+ is ! bus9ess man's ,,fir/ ,,requirem5t4 99 99 99 99 99 ,!re is a firm 9 ,*icago1 ) a mo/ int]e/+ bit ( inside hi/ory4 ,x is n a l>ge firm4 ,t5 ye>s ago x consi/$ ( "o man4 ,today !re are "s ?ree hundr$ employees1 b x is /ill a "o-man bus9ess4 ,x has nev] employ$ a salesman on ! road2 ! head ( ! firm has nev] be5 out to call on any ( 8 cu/om]s4 ,b "h is a s+ul> ?+3 y may drop 9 to see a bus9ess man 9 ,syracuse or ,san ,francisco1 9 ,jacksonville or ,walla ,walla1 & %\ld y casually m5tion ?is man's "n1 ! *ances are ! o!r w reply3 ,oh1 yes4 ,i "k him v well4 ,t is1 ,i've _h sev]al lett]s f him & ,i feel z ?\gh ,i "k him4 ,sitt+ alone 9 8 little (fice1 ?is man 0 "o ( ! fir/ to =esee1 t5 ye>s ago1 ! real possibilities ( ! lett]4 ,he saw t if he c\ld write a man a ?\s& miles away ! "r k9d ( a lett] he c\ld d bus9ess ) him z well z he c\ld ) ! man 9 ! next block4 ,s he began talk+ by mail to m5 :om he ?\ght might buy 8 goods--talk+ to !m 9 sane1 human1 y-&-me ,engli%4 ,?r\gh ^? lett]s he sold goods4 ,nor did he /op !re4 ,9 ! same human way he collect$ ! money = !m4 ,he adju/$ any compla9ts t arose4 ,he did ev]y?+ t any bus9ess man c\ld d ) cu/om]s4 ,9 five ye>s he 0 talk+ n to a ?\s& m5 b to a million4 ,& today1 ?\gh n fifty m5 9 ! million h ev] met him1 ?is man's p]sonality has swept l a tidal wave across ! c\ntry & left its impression 9 (fice1 /ore & factory--?r\gh lett]s--lett]s alone4 ,?is in/ance is n cit$ because x m>ks ! employm5t ( a new m$ium1 b because x %[s h[ ! lett] has become a univ]sal implem5t ( trade2 h[ a commonplace tool has be5 develop$ into a liv+ bus9ess-build]4 ,! lett] is today ! greate/ pot5tial creator & transactor ( bus9ess 9 ! _w4 ,b wide z its use is1 x /ill lies idle1 an undevelop$ possibility1 9 _m a bus9ess h\se :]e x might be play+ a p[]ful "p4 ,! lett] is a univ]sal implem5t ( bus9ess--t is :at gives x su* great possibilities4 ,x is ! s]vant ( e bus9ess1 reg>dless ( its size or ( its "*4 ,x matt]s n :at dep>tm5t may comm& its use--:]ev] !re is a bus9ess 9 :i* m5 mu/ communicate ) ea* o!r1 ! lett] is f\nd to be ! fir/ & mo/ effici5t m$ium4 ,analyze = a mom5t ! dep>tm5ts ( y\r own bus9ess4 ,see h[ _m po9ts !re are at :i* y c\ld use "r lett]s to good advantage4 ,see if y h n be5 ov]look+ "s opportunities t ! lett]1 at a small co/1 w help develop4 ,d y sell goods8 ,! lett] is ! greate/ salesman kn[n to mod]n bus9ess4 ,x w c>ry ! /ory y h to tell :]ev] ! mail goes4 ,x w create bus9ess & br+ back ord]s a ?\s& miles to ! v h& x left4 ,if y are a retail]1 ! lett] w enable y to talk y\r goods1 y\r /ore1 y\r s]vice1 to e family 9 y\r t[n1 or x w g fur!r & build a c\nt] across ! cont95t = y4 ,if y are a manufactur] or :olesal] sell+ to ! trade1 ! lett] w f9d prospects & w9 cu/om]s = y 9 remote t[ns t salesm5 _c pr(itably rea*4 ,b ! lett] is n only a direct salesman1 x is a support] ( e p]sonal sales =ce4 ,judici\sly c5t]$ ^u a giv5 t]ritory1 lett]s pave ! way = ! salesman's com+2 !y s]ve z 8 introduction4 ,aft] 8 call1 !y keep rem9d+ ! prospect or cu/om] ( ! h\se & its goods4 ,or1 tra9$ by ! sales manag] ^u 8 m51 lett]s keep !m 9 t\* ) ! h\se & key up _! loyalty4 ,) regul> & special lett]s1 ! sales manag] is able to ext5d 8 own en?usiasm to ! f>!/ limits ( 8 t]ritory4 ,s 9 e phase ( sell+1 ! lett] makes x possible = y to keep y\r f+] con/antly ^u ! pulse ( trade4 ,if y are a :olesal] or manufactur]1 lett]s enable y to keep y\r deal]s 9 l9e4 ,if y are a retail]1 !y (f] y a m$ium ?r\gh :i* to keep y\r cu/om]s 9 ! prop] m5tal attitude t[>d y\r /ore1 ! subtle factor ^u :i* retail cr$it s l>gely dep5ds4 ,if y sell on in/alm5ts1 lett]s automatically foll[ up ! acc\nts & ma9ta9 ! inw>d fl[ ( paym5ts at a fraction ( :at any o!r sy/em ( collect+ entails4 ,d y h occasion to inve/igate ! cr$it ( y\r cu/om]s8 ,! lett] w quietly & quickly secure ! in=mation4 ,kn[+ ! possible s\rces ( ! data y desire y c s5d =? half a doz5 lett]s & a few days lat] h ^u y\r desk a compreh5sive report ^u ! wor? & reliability ( almo/ any conc]n or individual ask+ cr$it favors4 ,& ! lett] w get ?is in=mation :]e a repres5tative w\ld (t5 fail because x comes full-fl$g$ 9 ! frankness & dignity ( y\r h\se4 ,does y\r bus9ess involve 9 any way ! collect+ ( money8 ,lett]s today br+ 9 t5 doll>s = e "o t collectors receive on _! monoton\s r\nd ( homes & ca%i]s' cages4 ,)\t ! collection lett] ! :ole cr$it sy/em w\ld be toppl+ ab\t our e>s4 99 99 99 99 99 ,,! ,,lett] ,,sells ,,goods ,,direct ,,to ,,consum]s ,,to ,,deal]s ,,to ,,ag5ts ,,indirect ,,builds ,,up ,,li/s ,,secures ,,names ,,elim9ates ,,dead ,,wood ,,classifies ,,live ,,prospects ,,op5s ,,up ,,new ,,t]ritory ,,?r\gh ,,consum]s ,,creates ,,dem& ,,directs ,,trade ,,?r\gh ,,deal]s ,,%[s ,,possible ,,pr(it ,,introduces ,,new ,,l9es ,,aid ,,to ,,salesm5 ,,educates ,,trade ,,co-,,op]ation ,,introduces ,,backs ,,up ,,keeps ,,l9$ ,,up ,,aid ,,to ,,deal]s ,,drums ,,up ,,trade ,,holds ,,cu/om]s ,,develops ,,new ,,bus9ess ,,h&les ,,m5 ,,in/ruction ,,ab\t ,,goods ,,ab\t ,,t]ritory ,,ab\t ,,prospects ,,h[ ,,to ,,sy/emize ,,"w ,,inspiration ,,g+] ,,tales ,,inspires ,,confid5ce ,,secures ,,co-,,op]ation ,,promotes ,,loyalty ,,collects ,,money ,,m]cantile ,,acts - ,,retail ,,acts - ,,in/allm5t ,,acts - ,,petty ,,acts ,,p]suasion ,,emphasize ,,h\se ,,policy ,,emphasize ,,advanttagae ,,( ,,goods ,,e/abli%m5t ,,( ,,=c$ ,,collections ,,co/ ,,( ,,=c$ ,,collections ,,ca%-,,up ,,proposition ,,ext5sion ,,( ,,accommodation ,,pressure ,,?r\gh ,,?reats ,,( ,,suit ,,( ,,%utt+ ,,(f ,,cr$it ,,( ,,writ+ ,,to ,,ref]5ces ,,?r\gh ,,legal ,,av5ues ,,?r\gh ,,legal ,,ag5cies ,,h\se ,,collection ,,bureaus ,,regul> ,,collection ,,bureaus ,,?r\gh ,,attorneys ,,h&les ,,long ,,range ,,cu/om]s ,,supplies ,,p]sonal ,,contact ,,%[s ,,int]e/ ,,9 ,,cu/om] ,,w9s ,,confid5ce ,,develops ,,re-,,ord] ,,s*emes ,,builds ,,up ,,/eady ,,trade ,,h&les ,,compla9ts ,,adju/s ,,inve/igates ,,makes ,,capital ,,out ,,( ,,compla9ts ,,w9s ,,back ,,cu/om]s ,,develops ,,pre/ige ,,gives ,,p]sonality ,,to ,,bus9ess ,,builds ,,up ,,good ,,w ,,paves ,,way ,,= ,,new ,,cu/om]s ,! practical uses ( ! bus9ess lett] are almo/ inf9ite3 sell+ goods1 ) di/ant cu/om]s1 develop+ ! pre/ige ( ! h\se--!re is h&l+ m51 adju/+ compla9ts1 collect+ money1 keep+ 9 t\* sc>cely an activity ( mod]n bus9ess t _c be c>ri$ on by lett] 99 99 99 99 99 ,d y f9d x necess>y to adju/ ! compla9t ( a cli5t or a cu/om]8 ,a diplomatic lett] at ! fir/ intimation ( dissatisfaction w save _m an ord] f cancellation4 ,x w soo! ruffl$ feel+s1 wipe out imag9$ grievances & ev5 lay ! basis = firm] relations 9 ! future4 ,s y may run ! gamut ( y\r own bus9ess or any o!r4 ,at e po9t t m>ks a transaction betwe5 conc]ns or individuals1 y w f9d "s way 9 :i* ! lett] rightly us$1 c play a pr(itable "p4 ,!re is a romance ab\t ! po/age /amp z fasc9at+ z any /ory--n ! romance conta9$ 9 sweet sc5t$ notes1 b ! romance ( big ?+s accompli%$2 organizations develop$1 bus9esses built1 great comm]cial h\ses f\nd$4 ,9 #aijb a c\ple ( m5 secur$ ! ag5cy = a firm manufactur+ extracts & toilet prep>ations4 ,!y organiz$ an ag5cy =ce ?r\gh lett]s & )9 a ye> ! manufactur]s 7 swamp$ ) bus9ess1 unable to fill ! ord]s4 ,!n ! m5 add$ "o or two o!r l9es1 /ill op]at+ f "o small (fice4 ,soon a /orage room 0 add$2 !n a pack+ & %ipp+ room 0 necess>y & additional w>eh\se facilities 7 ne$$4 ,space 0 r5t$ 9 ! next build+2 a c\ple ( rooms 7 secur$ across ! /reet1 & "o dep>tm5t 0 locat$ ov] ! riv]--:]ev] rooms c\ld be f\nd4 ,next ! managem5t decid$ to issue a regul> mail-ord] catalogue & move to l>g] qu>t]s :]e ! bus9ess c\ld be c5t]$ "u "o ro(4 ,a floor 9 a new build+ 0 r5t$--a :ole floor4 ,! employees ?\ght x 0 extravagance2 ! manag]s 7 dubi\s1 = :5 ! bus9ess 0 ga!r$ 9 f sev5 diff]5t p>ts ( ! city1 !re 0 /ill mu* vacant floor space4 ,"o ye> lat] x 0 aga9 necess>y to r5t outside space4 ,! managem5t !n decid$ to erect a p]man5t home & today ! bus9ess occupies two l>ge build+s & ! firm is kn[n all ov] ! c\ntry z "o ( ! big factors ( mail-ord] m]*&is+4 ,x has all be5 done by po/age /amps4 ,:5 ! f9ancial _w sudd5ly tight5$ up 9 #aijg a :olesale dry goods h\se f\nd itself h>d press$ = ready money4 ,! cr$it manag] wrote to ! cu/om]s & begg$ !m to pay up at once4 ,b ! retail]s 7 sc>$ & dogg$ly held onto _! ca%4 ,ev5 ! m]*ants :o 7 well rat$ & ^: bills 7 due1 play$ = "t4 ,! h\se c\ld n borr[ ! money x ne$$ & almo/ 9 despair ! presid5t sat d[n & wrote a lett] to 8 cu/om]s2 x 0 no r\t9e collection lett]1 b a he>t-to-he>t talk1 tell+ !m t if !y did n come to 8 rescue ! bus9ess t he _h sp5t ?irty ye>s 9 build+ w\ld be wip$ out & he w\ld be left p5niless because he c\ld n collect 8 money4 ,he _h ! bookkeep]s g ?r\gh e important acc\nt & !y f\nd t !re 0 h>dly a cu/om] :o _h n1 = "o reason or ano!r1 at "s "t ask$ = an ext5sion ( cr$it4 ,& to ea* cu/om] ! presid5t dictat$ a p]sonal p>agraph1 rem9d+ him ( ! "t accommodation _h be5 ask$ & grant$4 ,!n ! appeal 0 made /raight f ! he>t3 ,n[1 :5 ,i ne$ help1 n m]ely to tide me ov] a few weeks b to save me f ru91 w y n /ra9 a po9t1 put =? "s special ef=t to help me out1 j z ,i help$ y at su* & su* a "t8 ,if we c collect #bj1jjj1 he _h assur$ 8 associates1 ,i "k we c borr[ #bj1jjj1 & t w probably pull u ?r\gh4 ,! ?ird day aft] 8 lett]s w5t out sev]al *ecks came 92 ! f\r? day ! ca%i] bank$ ov] #bb1jjj2 )9 t5 days #fh1jjj _h come 91 sev]al m]*ants pay+ up acc\nts t 7 n yet due2 a few ev5 (f]$ to help out ! firm4 ,! bus9ess 0 sav$--by po/age /amps4 ,=mality to ! w9ds2 /]eotyp$ phrases 7 =gott52 traditional appeals 7 disc>d$ & a pla9 talk1 man-to-man1 j z if ! two 7 closet$ toge!r 9 an (fice br\ght hundr$s ( cu/om]s ru%+ to ! assi/ance ( ! h\se ) :i* !y _h be5 deal+4 ,sixty-eight ?\s& doll>s collect$ )9 two weeks :5 money 0 almo/ invisible--& by lett]4 ,truly !re is romance 9 ! po/age /amp4 ,tw5ty-five ye>s ago a /ation ag5t wrote to o!r ag5ts along ! l9e ab\t a wat* t he c\ld sell !m at a l[ price4 ,:5 an ord] came 9 he b\ght a wat*1 s5t x to ! cu/om] & us$ 8 pr(it to buy /amps = m lett]s4 ,aft] a :ile he put 9 ea* lett] a fold] adv]tis+ *>ms1 fobs & *a9s2 !n r+s1 cuff buttons & a g5]al l9e ( jewelry 0 add$4 ,x soon became necess>y to give up 8 position on ! railroad & devote all 8 "t to ! bus9ess & "o l9e aft] ano!r 0 add$ to ! /ock he c>ri$4 ,today ! h\se t />t$ 9 ?is way has cu/om]s 9 ! f>!rmo/ p>ts ( civilization2 x sells e conceivable product f too?picks to automobiles & knockd[n h\ses4 ,two ?\s& p d no?+ b h&le mail2 ov] #bb1jjj ord]s are receiv$ & fill$ e day2 #cf1jjj m5 & wom5 are on ! payroll4 ,x has all be5 done by mail4 ,po/age /amps br+ to ! h\se e ye> bus9ess 9 excess ( #fe1jjj1jjj4 ,"o day ! head correspond5t 9 an old e/abli%$ :olesale h\se 9 ! ea/ _h occasion to g ?r\gh "s files ( t5 & twelve ye>s be=e4 ,he 0 at once /ruck ) ! numb] ( names ) :i* he 0 n famili>--=m] cu/om]s :o 7 no long] buy+ f ! h\se4 ,he put a c\ple ( girls at "w mak+ a li/ ( ^! old cu/om]s & *eck+ !m up 9 ! m]cantile directories to see h[ _m 7 /ill 9 bus9ess4 ,!n he sat d[n & wrote to !m1 ask+ z a p]sonal favor t !y write & tell him :y !y no long] b\ght ( ! h\se2 :e!r its goods or s]vice _h n be5 satisfactory1 :e!r "s compla9t _h n be5 adju/$4 ,!re mu/ be a reason1 w\ld !y n tell him p]sonally j :at x 08 ,eighty p] c5t ( ! m5 address$ repli$ to ?is p]sonal appeal2 _m _h compla9ts t 7 /raight5$ out2 o!rs _h drift$ to o!r h\ses = no special reason4 ,! majority 7 work$ back into ! cu/om] files4 ,?ree ye>s lat] ! acc\nt+ dep>tm5t *eck$ up ! ord]s receiv$ f ^! re-f\nd cu/om]s4 ,! gross 0 ov] a million doll>s4 ,! bus9ess all sprung f "o lett]4 ,yes1 !re is romance 9 ! po/age /amp2 !re is a lat5t p[] 9 x t few m5 realize--a p[] t w remove comm]cial m\nta9s & erect indu/rial pyramids4 ,! ,,advantages ,( ,do+ ,bus9ess ,by ,lett] ,,"p ,i--,,prep>+ ,,to ,,write ,,! ,,lett]--,,*apt] #b ,lett]s h _! limitations & _! advantages4 ,! correspond5t :o is anxi\s to secure ! be/ results %\ld recognize ! inh]5t weakness ( a lett] due to its lack ( p]sonality 9 ord] to re9=ce ^! places4 ,equally ess5tial is an und]/&+ ( ! lett]'s great ,,natural ,,advantages s t ! writ] c turn !m to acc\nt--make ! mo/ ( !m4 ,x possesses qualities ! p]sonal repres5tative lacks & ?is *apt] tells h[ to take advantage ( !m 99 99 99 99 99 ,:ile x is necess>y to "k h[ to write a /rong lett]1 x is likewise ess5tial to und]/& bo? ! limitations ( lett]s & _! advantages4 ,x is necess>y1 on ! "o h&1 to take into acc\nt ! h&icaps t a lett] has 9 competition ) a p]sonal solicitor4 ,(fsett+ ?is are _m di/9ct advantages ! lett] has ov] ! salesman4 ,to write a really effective lett]1 a correspond5t mu/ ?or\ghly und]/& its c>ry+ capacity4 ,a salesman (t5 w9s an audi5ce & secures an ord] by ! =ce ( a dom9at+ p]sonality4 ,! lett] c m9imize ?is h&icap by an attractive dress & =ce att5tion ?r\gh ! impression ( quality4 ,! lett] lacks ! animation ( a p]son b !re c be an individuality ab\t its appe>ance t w assure a respectful he>+ = its message4 ,! p]sonal repres5tative c "t 8 call1 kn[+ t "u c]ta9 circum/ances he may f9d 8 man 9 a favorable frame ( m9d1 or ev5 at ! door he may decide x is ! "p ( diplomacy to )draw & wait a m propiti\s h\r4 ,! lett] _c back out ( ! prospect's (fice2 x _c %ape its canvass to meet ! ne$s ( ! occasion or make capital out ( ! mood or ! comm5ts ( ! prospect4 ,! correspond5t _c af=d to ignore ^! h&icaps "u :i* 8 lett] ent]s ! prospect's (fice4 ,r1 he %\ld keep ^! ?+s con/antly 9 m9d 9 ord] to ov]come ! ob/acles j z f> z possible1 re9=c+ ! lett] s x w be prep>$ = any situation x may enc\nt] at its de/9ation4 ,explanations mu/ be s cle> t que/ions are unnecess>y2 objections mu/ be anticipat$ & answ]$ 9 advance2 ! fact t ! recipi5t is busy mu/ be tak5 into acc\nt & ! message made j z brief z possible2 ! read] mu/ be treat$ ) respect & diplomatically br\ght ar\nd to see ! relation%ip betwe5 8 ne$s & y\r product4 ,b :ile ! lett] has ^! disadvantages1 x possesses qualities t ! salesman lacks4 ,! lett]1 once x lies op5 be=e ! man to :om y wi% to talk1 is y\r c\nt]p>t1 speak+ 9 y\r words j z y w\ld talk to him if y 7 9 8 (fice or 9 8 home4 ,t is1 ! "r lett]4 ,x reflects y\r p]sonality & n t ( "s ?ird p]son :o may be work+ = a competitor next ye>4 ,! lett]1 if cle>ly writt51 w n misrepres5t y\r proposition2 its desire = a commission or = increas$ sales w n lead x to make exagg]at$ /atem5ts or unau?oriz$ promises4 ,! lett] w rea* ! prospect j z x left y\r desk1 ) ! same am\nt ( en?usiasm & fre%ness4 ,x w n be tir$ & sleepy because x _h to cat* a midnight tra92 x w n be out ( sorts because ( ! poor c(fee & ! cold potatoes s]v$ at ! ,gr& hotel = breakfa/2 x w n be peev$ because x lo/ a big sale across ! /reet2 x w n be 9 a hurry to make ! #aa3cj local2 x w n be disc\rag$ because a competitor is mak+ inroads into ! t]ritory4 ,y h ! satisfaction ( kn[+ t ! lett] is immune f ^! ills & weaknesses to :i* fle% is heir & w deliv] y\r message fai?fully1 promptly1 loyally4 ,x w n h to resort to clev] devices to get pa/ ! glass door1 nor w x be told 9 frigid tones by ! gu>d on wat* to call "s o!r day4 ,! c\rtesy ( ! mail w take y\r lett] to ! prop] au?ority4 ,if x goes out 9 a dignifi$ dress & pres5ts its proposition concisely x is assur$ ( a consid]ate he>+4 ,x w deliv] its message j z readily to "s ,g>cia 9 ! m\nta9s ( ,cuba z to ! man 9 ! next block4 ,! salesman :o makes a doz5 calls a day is do+ good "w2 lett]s c pres5t y\r proposition to a hundr$ ?\s& prospects on ! "o =5oon4 ,!y c cov] ! same t]ritory a week lat] & call aga9 & aga9 j z (t5 z y desire4 ,y _c "t ! lett]'s call to ! h\r b y c make sure x rea*es ! prospect on ! day ( ! week & ! "t ( ! mon? :5 he is mo/ likely to give x consid]ation4 ,y "k exactly ! k9d ( canvass e lett] is mak+2 y "k t e call on ! li/ is made4 ,! salesman mu/ look well to 8 laurels if he hopes to compete successfully ) ! lett] z a sell+ m$ium4 ,put ! po9ts ( advantage 9 p>allel columns & ! lett] has ! be/ ( x2 consid]1 9 addition1 ! item ( exp5se & x is no wond] lett]s are becom+ a great] factor 9 bus9ess4 ,! c\ntry ov]1 !re are comp>atively few h\ses t appreciate ! full possibilities ( do+ bus9ess by mail4 ,n _m appreciate t c]ta9 basic pr9ciples und]lie lett] writ+1 applicable alike to ! beg9n] :o is j /ruggl+ to get a foo?old & to ! great mail-ord] h\se ) its tons ( mail daily4 ,!y are n m]e !ories2 !y are fundam5tal pr9ciples t h be5 put to ! te/1 prov$ out 9 ?\s&s ( lett]s & on an inf9ite numb] ( propositions4 ,! correspond5t :o is ambiti\s to d by mail :at o!rs d by p]son1 mu/ und]/& ^! pr9ciples & h[ to apply !m4 ,he mu/ "k ! ord] & position ( ! ess5tial elem5ts2 he mu/ take acc\nt ( ! lett]'s imp]sonal "* & make ! mo/ ( its natural advantages4 ,writ+ lett]s t pull is n intuition2 x is an art t anyone c acquire4 ,b ?is is ! po9t3 x mu/ be acquir$4 ,x w n come to "o )\t ef=t on 8 "p4 ,fundam5tal pr9ciples mu/ be und]/ood2 ways ( pres5t+ a proposition mu/ be /udi$1 v>i\s angles mu/ be tri$ out2 ! effectiv5ess ( appeals mu/ be te/$2 new s*emes = gett+ att5tion & ar\s+ int]e/ mu/ be devis$2 cle>1 concise description & explanation mu/ come f cont9ual practice2 me?ods = gett+ ! prospect to ord] n[ mu/ be develop$4 ,x is n a game ( *ance2 !re is no?+ my/]i\s ab\t x--no?+ impossible1 x is solely a matt] ( /udy1 h>d "w & ! intellig5t application ( prov$-up pr9ciples4 ,ga!r+ ,,mat]ial ,& ,pick+ ,out ,,talk+ ,po9ts ,,"p ,i--,,prep>+ ,,to ,,write ,,! ,,lett]--,,*apt] #c ,argum5ts--prices1 /yles1 t]ms1 quality or :atev] !y may be--are effective only :5 us$ on ! "r prospect at ! "r "t4 ,! correspond5t :o has "s message ( value to c>ry ga!rs toge!r a mass ( raw mat]ial--facts1 figures & specifications on :i* to base 8 argum5ts--& !n he selects ! p>ticul> talk+ po9ts t w appeal to 8 prospect4 ,by sy/ematic te/s1 ! relative values ( v>i\s argum5ts may be det]m9$ almo/ to a sci5tific nicety4 ,h[ to ga!r & classify ?is mat]ial & h[ to det]m9e :at po9ts are mo/ effective is ! subject 9 ?is *apt] 99 99 99 99 99 ,an ar*itect c sit d[n & design y\r h\se on pap]1 %[+ its exact proportions1 ! f9i% ( e room1 ! location ( e door & w9d[4 ,he c give specific in/ructions = build+ y\r h\se b be=e y c beg9 op]ations y h got to get toge!r ! brick & mort> & lumb]--all ! mat]ial us$ 9 its con/ruction4 ,& s ! correspond5t-ar*itect c po9t out ! way to write a lett]3 h[ to beg91 h[ to "w up int]e/1 h[ to pres5t argum5t1 h[ to introduce salesman%ip1 h[ to "w 9 a cl9*] & h[ to close1 b :5 y come to writ+ ! lett] t applies to y\r p>ticul> bus9ess y h fir/ to ga!r ! mat]ial4 ,& j z y select cem5t or brick or lumb] accord+ to ! k9d ( h\se y want to build1 s ! correspond5t mu/ ga!r ! p>ticul> k9d ( mat]ial he wants = 8 lett]1 classify x & arrange x s t ! be/ c be quickly select$4 ,! old s*ool ( correspond5ts--& !re are _m graduates /ill 9 bus9ess--write solely f _! own viewpo9t4 ,_! lett]s are focus$ on our goods1 our int]e/s & our pr(its4 ,b ! new s*ool ( lett] writ]s keep _! own int]e/s 9 ! backgr\nd4 ,_! sole aim is to focus on ! viewpo9t ( ! read]2 f9d ! subjects 9 :i* he is int]e/$1 le>n ! argum5ts t w appeal to him1 be> d[n on ! p]suasion t w induce him to act at once4 ,& s ! successful correspond5t %\ld draw argum5ts & talk+ po9ts f _m s\rces2 f ! h\se1 f ! cu/om]1 f competitors1 f ! news ( ! day f 8 k ( human nature4 ,:at %all ,i d fir/8 ask$ a new salesman ( ! g5]al manag]4 ,sell y\rself1 0 ! laconic reply1 & e salesman & correspond5t 9 ! c\ntry c\ld well af=d to take ?is advice to he>t4 ,sell y\rself2 answ] e objection t y c ?9k (1 te/ out ! proposition f e conceivable angle2 measure x by o!r simil> products2 le>n its po9ts ( weakness & ( sup]iority1 "k its possibilities & its limitations4 ,conv9ce y\rself2 sell y\rself1 & !n y w be able to sell o!rs4 ,! fir/ s\rce ( mat]ial = ! correspond5t is 9 ! h\se itself4 ,8 k mu/ run back to ! s\rce ( raw mat]ials3 ! k9ds ( mat]ials us$1 :]e !y come f1 ! quality & ! quantity requir$1 ! difficulties 9 obta9+ !m1 ! possibilities ( a %ortage1 all ! problems ( m9+ or ga!r+ ! raw mat]ial & gett+ x f its s\rce to ! plant--a va/ /oreh\se ( talk+ po9ts4 ,!n x is desirable to h a full k ( ! processes ( manufacture2 ! me?od ( h&l+ "w 9 ! factory1 ! labor sav+ appliances us$1 ! new processes t h be5 p]fect$1 ! "t requir$ 9 turn+ out goods1 ! delays t are liable to occur--^! are all p]t95t & may furni% ! /ronge/ k9d ( sell+ argum5ts4 ,& x is equally desirable to h inside k ( ! me?ods 9 ! sales dep>tm5t1 9 ! receiv+ room & ! %ipp+ room4 ,x is necess>y = ! correspond5t to "k ! firm's facilities = h&l+ ord]s2 :5 deliv]ies c be promis$1 :at delays are liable to occur1 h[ goods are pack$1 ! condition 9 :i* !y are receiv$ by ! cu/om]1 ! probable "t requir$ 9 rea*+ ! cu/om]4 ,ano!r ne>by s\rce ( in=mation is ! /atus ( ! cu/om]'s acc\nt2 :e!r he is sl[ pay or a man :o always disc\nts 8 bills4 ,x is a v important fact = ! correspond5t to "k :e!r ! records %[ an increas+ bus9ess or a bus9ess t b>ely holds its own4 ,!n a mo/ important s\rce--by _m consid]$ ! mo/ valuable mat]ial ( all--is ! cu/om] himself4 ,x may be laid d[n z a g5]al proposition t ! m ! correspond5t kn[s ab\t ! man to :om he is writ+1 ! bett] appeal he c make4 ,9 ! fir/ place1 he wants to "k ! size & "* ( ! cu/om]'s bus9ess4 ,he %\ld "k ! cu/om]'s location1 n m]ely z a "n t goes on ! envelope1 b "s p]t95t facts reg>d+ ! /ate or section4 ,if he c f9d out some?+ reg>d+ a cu/om]'s /&+ & 8 competition1 x w help him to und]/& 8 problems4 ,=tunate is ! correspond5t :o kn[s some?+ reg>d+ ! p]sonal peculi>ities ( ! man to :om he is writ+4 ,if he und]/&s 8 hobbies1 8 *]i%$ ambition1 8 home life1 he c %ape 8 appeal 9 a m p]sonal way4 ,x is comp>atively easy to secure su* in=mation :]e salesm5 are call+ on ! trade1 & _m l>ge h\ses insi/ ^u _! repres5tatives' mak+ out v complete reports1 giv+ a mass ( detail$ in=mation t w be valuable to ! correspond5t4 ,!n !re is a ?ird s\rce ( mat]ial1 sc>cely less important ?an ! /udy ( ! h\se & ! cu/om]1 & t is a /udy ( ! competitors--o!r firms :o are 9 ! same l9e ( bus9ess & go+ aft] ! same trade4 ,! broad-gaug$ correspond5t nev] misses an opportunity to le>n m ab\t ! goods ( compet+ h\ses--! quality ( _! products1 ! ext5t ( _! l9es1 _! facilities = h&l+ ord]s1 ! satisfaction t _! goods are giv+1 ! t]ms on :i* !y are sold & :i* manag]s are hu/l+ & up to ! m9ute 9 _! me?ods4 ,! correspond5t c also f9d in=mation1 inspiration & sugge/ion f ! adv]tis+ me?ods ( o!r conc]ns--n competitors b firms 9 a simil> l9e4 ,!n !re are v>i\s miscellane\s s\rces ( in=mation4 ,! majority ( correspond5ts /udy dilig5tly ! adv]tisem5ts 9 g5]al p]iodicals2 new me?ods & ideas are seiz$ ^u & fil$ 9 ! morgue = fur!r ref]5ce4 ,:]e a h\se travels a numb] ( m51 ! sales dep>tm5t is an excell5t place f :i* to draw talk+ po9ts4 ,int]view+ salesm5 z !y come 9 f trips & s gett+ direct in=mation1 br+s out talk+ po9ts :i* are mo/ helpful z are ^? secur$ by %or?& reports ( salesm5's conv5tions4 ,_m firms get conv9c+ argum5ts by ! use ( detail$ =ms ask+ = reports on ! product4 ,"o foll[-up writ] gets valuable po9t]s f compla9ts :i* he t]ms rev]se or left-h&$ talk+ po9ts4 ,"s correspond5ts become adept 9 c\pl+ up ! news ( ! day ) _! products4 ,a ?\s& & "o diff]5t ev5ts may be giv5 a twi/ to connect ! read]'s int]e/ ) ! h\se products & supply a reason = buy+ n[4 ,! fluctuation 9 prices ( raw mat]ials1 dr\ght1 late seasons1 railway rates1 fires1 bump] crops1 political discussions1 new inv5tions1 sci5tific a*ievem5ts--!re is h>dly a happ5+ t ! clev] correspond5t1 h>d press$ = new talk+ po9ts1 _c "w into a sales lett] z a reason = int]e/+ ! read] 9 8 goods4 99 99 99 99 99 ,,s\rces ,,( ,,mat]ial3 _/ #a4 ,,s\rces _/ #a4 ,,raw ,,mat]ials -- #b4 ,,quality #c4 ,,supply #d4 ,,price _/ #a4 ,,capacity ,,( ,,plant ,,plant #b4 ,,new ,,equipm5t #b4 ,,processes ,,( -- #c4 ,,"t ,,sav+ ,,manufacture ,,devices #d4 ,,improv$ ,,me?ods _/- #a4 ,,! ,,h\se------ _/ #a4 ,,me?ods ,,( ,,salesm5 #c4 ,,k ,,( -- #b4 ,,policy ,,( ,,dep>tm5ts ,,cr$it ,,dept4 #c4 ,,conditions ,,9 ,,receiv+ ,,%ipp+ ,,depts4 #d4 ,,k ,,( ,,co/s #e4 ,,/atus ,,( _/ #a4 ,,cr$it ,,cu/om]',s -- ,,/&+ ,,acc\nt #b4 ,,gr[+ ,,bus9ess _/ #a4 ,,old ,,lett]s #b4 ,,adv]tisem5ts #f4 ,,docum5ts -- #c4 ,,booklets1 ,,circul>s1 ,,etc4 #d4 ,,te/imonials _/ #a4 ,,acqua9tances ,,( ,,(fic]s #g4 ,,p]sonnel ,,( -- #b4 ,,int]e/s ,,firm ,,relations ,,( ,,(fic]s _/ #a4 ,,"* ,,or - #b4 ,,! ,,cu/om]s-- ,,k9d ,,( ,,bus9ess #b4 ,,size ,,( ,,bus9ess #c4 ,,l5g? ,,( ,,"t ,,9 ,,bus9ess ,,s\rces #d4 ,,location ,,local ,,( ,,conditions ,,mat]ial #e4 ,,competition #f4 ,,/&+ ,,) ,,cu/om]s #g4 ,,me?ods ,,policies #h4 ,,hobbies ,,p]sonal ,,peculi>ities _/ #a4 ,,quality _/ #a4 ,,goods -- #b4 ,,ext5t ,,( ,,l9es #c4 ,,new ,,l9es _/ #a4 ,,t]ms #b4 ,,policies -- #b4 ,,treatm5t ,,( ,,cu/om]s - #c4 ,,competitors---- _/ #a4 ,,size ,,( ,,plant #c4 ,,capacity -- #b4 ,,equipm5t #c4 ,,facilities ,,= ,,h&l+ ,,ord] _/ #a4 ,,new ,,campaigns #d4 ,,me?ods -- #b4 ,,adv]tis+ #c4 ,,aggressiv5ess _/ #a4 ,,me?ods - #d4 ,,o!r ,,me?ods-- #b4 ,,adv]tis+ 7,,n ,,competitors7 #c4 ,,sales ,,campaigns _/ #a4 ,,me?ods _/ #a4 ,,supply ,,h\ses -- #b4 ,,capacity #b4 ,,g5]al ,,m>ket - #e4 ,,miscellane\s-- ,,conditions #c4 ,,curr5t ,,ev5ts #d4 ,,adv]tis+ ,,9 ,,g5]al ,,magaz9es 99 99 99 99 99 ,ga!r+ ! in=mation is apt to be wa/$ ef=t unless x is classifi$ & kept :]e x is in/antly available4 ,a notebook = ideas %\ld always be at h& & m5 :o write important sales lett]s %\ld keep )9 rea* scrapbooks1 fold]s or envelopes conta9+ inspirational mat]ial to :i* !y c readily ref]4 ,! scrapbook1 a c>d index or "s su* me?od = classify+ & fil+ mat]ial is indisp5sable4 ,two or ?ree pages or c>ds may be devot$ to ea* g5]al subject1 su* z raw mat]ial1 processes ( manufacture1 me?ods ( %ipp+1 uses1 improvem5ts1 te/imonials1 & s =?1 & give specific in=mation t is manna = ! correspond5t4 ,! data may consi/ ( notes he has writt51 bits ( conv]sation he has he>d1 extracts f articles he has read1 adv]tisem5ts ( o!r conc]ns & circul>s--mat]ial pick$ up f a ?\s& s\rces4 ,"o v]satile writ] uses heavy manila %eets ab\t ! size ( a lett]head & on ^! he pa/es ! cat*-l9es1 ! unique phrases1 ! =ceful argum5ts1 ! graphic descriptions & /ati/ical in=mation t he may want to use4 ,sev]al %eets are fill$ ) metaphors & figures ( spee* t he may want to use "s "t 9 illum9at+ a po9t4 ,^! %eets are m bulky ?an pap] b are easi] to h&le ?an a scrapbook1 & !y c be set up 9 front ( ! writ] :ile he is work+4 ,ano!r correspond5t has an (fice t looks z if x _h be5 decorat$ ) a crazy quilt4 ,:5ev] he f9ds a ^w1 a s5t5ce1 a p>agraph or a page t he wants to keep he p9s or pa/es x on ! wall4 ,i don't want any sy/ematic classification ( ?is /uff1 he expla9s1 = 9 look+ = ! p>ticul> ^w or po9t t ,i want1 ,i g ov] s _m o!r words & po9ts t ,i keep all ! mat]ial fre% 9 my m9d4 ,no good po9ts are buri$ 9 "s =gott5 scrapbook2 ,i keep read+ ^! ?+s until !y are z famili> to me z ! alphabet4 ,x may be v desirable to keep booklets1 pamphlets & bulky matt] t _c be pa/$ into a book or onto sep>ate %eets 9 manila fold]s4 ,?is is ! mo/ conv5i5t way = classify+ & fil+ heavy mat]ial4 ,or l>ge envelopes may be us$ = ?is purpose4 ,ano!r favorite me?od ( arrangem5t 9 fil+ talk+ po9ts = ref]5ce is t ( fil+ !m 9 ! ord] ( _! pull+ p[]4 ,?is1 9 _m propositions1 is consid]$ ! be/ me?od4 ,x is n possible1 out ( a li/ ( argum5ts to tell1 until aft] ! try-out always1 :i* w pull & :i* w n4 ,^? pull+ be/ w be work$ ! mo/4 ,only z m ext5sive sell+ lit]ature is call$ = w ! weak] po9ts be press$ into s]vice4 ,no matt] :at sy/em is us$1 x mu/ be a gr[+ sy/em2 x mu/ be kept up to date by ! addition ( new mat]ial1 pick$ up 9 ! c\rse ( ! day's "w4 ,mu* mat]ial is ga!r$ & sav$ t is nev] us$1 b ! wise correspond5t does n pass by an anecdote1 a good simile1 a clev] appeal or =cible argum5t simply because he does n see at ! mom5t h[ he c make use ( x4 ,9 all probability ! "t w come :5 t /ory or t figure ( spee* w j fit 9 to illu/rate "s po9t he is try+ to make4 ,nor does ! correspond5t re/rict 8 mat]ial to ! subject 9 :i* he is directly int]e/$1 = ideas spr+ f _m s\rces & ! adv]tisem5t ( "s firm 9 an entirely diff]5t l9e may give him a sugge/ion or an inspiration t w enable him to "w up an orig9al talk+ po9t4 ,& s x w be f\nd t ! s\rces ( mat]ial are almo/ unlimit$--limit$ 9 fact1 only by ! ability ( ! writ] to see ! significance ( a /ory1 a figure ( spee* or an item ( news1 & connect x up ) 8 p>ticul> proposition4 ,b ga!r+ & classify+ mat]ial available = argum5ts is only prelim9>y "w4 ,a wide k ( human nature is necess>y to select f ^! argum5ts ^? t w appeal to ! p>ticul> prospect or class ( prospects y are try+ to rea*4 ,:5 y sit d[n to write an important lett]1 h[ d y pick out y\r talk+ po9ts8 ,?is "q 0 put to a man ^: lett]s h be5 l>gely responsible = an enorm\s mail-ord] bus9ess4 ,! fir/ ?+ ,i d1 he repli$1 is to wipe my p5 & put ! cork 9 ! ink bottle4 ,8 answ] summ>izes ev]y?+ t c be said ab\t select+ talk+ po9ts3 be=e y />t to write1 /udy ! proposition1 picture 9 y\r m9d ! man to :om y are writ+1 get 8 viewpo9t1 pick out ! argum5ts t w appeal to him & !n write y\r lett] to t individual4 ,! tr\ble ) mo/ lett]s is t !y are n aim$ c>efully1 ! writ] does n try to f9d ! range b blazes away 9 hopes t "s ( ! %ots w take effect4 ,!re are a hundr$ ?+s t might be said ab\t ?is commodity t y want to m>ket4 ,x requires a k ( human nature1 & ( salesman%ip to s+le out ! p>ticul> argum5ts & ! inducem5t t w c>ry mo/ weight ) ! individual to :om y are writ+4 ,= ev5 if y are prep>+ a =m lett] x w be mo/ effective if x is writt5 directly at "s individual :o mo/ ne>ly repres5ts ! conditions1 ! circum/ances & ! ne$s ( ! class y are try+ to rea*4 ,only ! new correspond5t selects ! argum5ts t are ne>e/ at h&--! viewpo9ts t appeal to him4 ,! high score lett] writ]s look to outside s\rces = _! talk+ po9ts4 ,"o ( ! mo/ fruitful s\rces ( in=mation is ! m5 :o h b\ght y\r goods4 ,! features t induc$ !m to buy y\r product1 ! ?+s t !y talk ab\t are ! v ?+s t w induce o!rs to buy t same product4 ,f9d out :at pleases ! man :o is us+ y\r goods & y may be sure t ?is same feature w appeal to ! prospect4 ,x is equally desirable to get in=mation f ! man :o did n buy y\r ma*9e--le>n 8 reasons1 f9d out :at objections he has aga9/ x2 :]e1 9 8 e/imation1 x fell %ort ( 8 requirem5ts2 = x is reasonably c]ta9 t o!r prospects w raise ! same objections & x is a te/ ( good salesman%ip to anticipate criticisms & pres5t argum5ts t w =e/all su* objections4 ,9 e (fice !re %\ld be valuable evid5ce 9 ! files-- adv]tisem5ts1 lett]s1 circul>s1 fold]s & o!r publicity matt] t has be5 us$ 9 pa/ campaigns4 ,9 ! mo/ progressive bus9ess h\ses1 e campaign is ?or\ghly te/$ out2 argum5ts1 s*emes1 & talk+ po9ts are prov$ up on te/ li/s1 ! law ( av]ages enabl+ ! correspond5t to tell ) ma!matical accuracy ! pull+ p[] ( e argum5t he has ev] us$4 ,! record ( te/s2 ! lett]s t h fall5 d[n & ! lett]s t h pull$1 af=d in=mation t is invaluable 9 plann+ new campaigns4 ,! argum5ts & appeals t h prov$ successful 9 ! pa/ c be utiliz$ ov] & ov] aga9 on new li/s or giv5 a new sett+ & us$ on old li/s4 ,! "t has pass$ :5 a full volley is fir$ be=e ! ammunition is te/$ & ! range f\nd4 ,! capable lett] writ] te/s out 8 argum5ts & proves ! /r5g? ( 8 talk+ po9ts )\t wa/+ a big appropriation4 ,8 lett]s are te/$ z accurately z ! *emi/ 9 8 laboratory te/s ! /r5g? or purity ( mat]ial t is submitt$ to him = analysis4 ,h[ lett]s are key$ & te/$ is ! subject ( ano!r *apt]4 ,no matt] :at k9d ( a lett] y are writ+1 keep ?is fact 9 m9d3 nev] use an argum5t on ! read] t does n appeal to y1 ! writ]4 ,"k y\r subject2 "k y\r goods f ! s\rce ( ! raw mat]ial to ! deliv]y ( ! f9i%$ product4 ,& !n 9 sell+ !m1 pick out ! argum5ts t w appeal to ! read]2 look at ! proposition ?r\gh ! eyes ( ! prospect2 sell y\rself ! ord] fir/ & y w h f\nd ! talk+ po9ts t w sell ! prospect4 ,:5 ,y ,sit ,d[n ,to ,,write ,,"p ,i--,,prep>+ ,,to ,,write ,,! ,,lett]--,,*apt] #d ,! weakness ( mo/ lett]s is n due to ungrammatical s5t5ces or to a poor /yle1 b to a wrong viewpo9t3 ! writ] pres5ts a proposition f 8 own viewpo9t in/ead ( t ( ! read]4 ,! correspond5t has gone f> t[>ds success :5 he c ,,visualize 8 prospect1 see 8 environm5ts1 8 ne$s1 8 ambitions1 & ,,approa* ! ,,prospect f ,,?is ,,angle4 ,?is *apt] tells h[ to get ! class idea2 h[ to see ! man to :om y are writ+ & t equally important qualification1 h[ to get into ! mood = writ+--actual me?ods us$ by effective correspond5ts 99 99 99 99 99 ,:5 y call on ano!r p]son or meet him 9 a bus9ess transaction y naturally h 9 m9d a def9ite idea ( :at y want to accompli%4 ,t is1 if y expect to c>ry y\r po9t4 ,y "k t ?is end _c be rea*$ except by a pres5tation :i* w put y\r proposition 9 su* a favorable light1 or (f] su* an inducem5t1 or s m\ld ! m9ds ( o!rs to y\r way ( ?9k+ t !y w agree ) y4 ,& s be=e y meet ! o!r p]son y proce$ to plan y\r campaign1 y\r talk1 y\r attitude to fit 8 p]sonality & ! conditions "u :i* y expect to meet4 ,an adv]tis+ man 9 an ea/]n m9+ t[n 0 commission$ to write a s]ies ( lett]s to m9]s1 urg+ ^u !m ! value ( tra9+ 9 a night s*ool ab\t to be op5$4 ,n[ he knew all ab\t ! c\rses ! s*ool w\ld (f] & he 0 /rong on g5]alities z to ! value ( education4 ,b try z he w\ld1 ! lett]s refus$ to take %ape4 ,!n sudd5ly he ask$ himself1 ,:at type ( man am ,i really try+ to rea*8 ,& !re lay ! tr\ble4 ,he _h nev] met a m9] face to face 9 8 life4 ,z soon z he realiz$ ?is he rea*$ = 8 hat & /ruck out = ! ne>e/ coal break]4 ,he put 9 two solid days talk+ ) m9]s1 gett+ a l9e on ! av]age ( intellig5ce1 _! ne$s--! po9t ( contact4 ,!n he came back & ) a vivid picture ( 8 man 9 m9d1 he produc$ a s]ies ( lett]s t gl[$ ) en?usiasm & sold ! c\rse4 ,a numb] ( ye>s ago a pr9t] own+ a small %op 9 an ,ohio city set out to f9d a dry] t w\ld enable him to h&le 8 "w fa/] & )\t ! co/ly process ( smut-%eet+4 ,he int]e/$ a local druggi/ :o 0 some?+ ( a *emi/ & toge!r !y p]fect$ a dry] t 0 q satisfactory & ! pr9t] decid$ to m>ket 8 product4 ,he wrote fifte5 lett]s to acqua9tances & sold elev5 ( !m4 ,enc\rag$1 he got out "o hundr$ lett]s & sold sixty-f\r ord]s4 ,on ! /r5g? ( ?is %[+1 8 bank] back$ him = ! co/ ( a hundr$ ?\s& lett]s & fifty-eight ?\s& ord]s 7 ! result4 ,! bank] 0 int]e/$ 9 a l>ge l& company & believ+ ! pr9t] mu/ be a v]itable wiz>d 9 writ+ lett]s1 made him an attractive (f] to take *>ge ( ! adv]tis+ = ! company's ,m9nesota & ,canada l&s4 ,! man sold 8 bus9ess1 accept$ ! position--& made a signal failure4 ,he appeal$ to ! pr9t]s because he knew _! problems--! ?+s t lo/ !m money1 ! tr\bles t caus$ !m sleepless nights--& 9 a lett] t bri/l$ ) %op talk he w5t /raight to ! po9t1 told h[ he c\ld help !m out ( at lea/ "o difficulty--& sold 8 product4 ,b :5 x came to sell+ we/]n l& he 0 out ( 8 elem5t4 ,he _h nev] be5 a hundr$ miles away f 8 home t[n2 he _h nev] own$ a foot ( real e/ate2 l& hung] 0 to him no?+ b a phrase2 ! opportunities ( a new c\ntry 7 to him academic argum5ts--!y 7 n realities4 ,he lo/ 8 job4 ,disc\rag$ b det]m9$1 he mov$ to ,kansas :]e he />t$ a small pap]--& began to /udy ! real e/ate bus9ess4 ,"o "q 0 =ev] on 8 lips3 ,:y did y move out "h8 ,& to prospective pur*as]s1 ,:y d y want to buy ,kansas l&8 ,:at attracts y8 ,mon? aft] mon? he ask$ ^! que/ions ( pione]s & immigrants4 ,he want$ _! viewpo9t1 ! real motive t drove !m we/w>d4 ,!n he took 9 a p>tn]1 turn$ ! pap] ov] to him & devot$ 8 "t to ! real e/ate bus9ess4 ,today he is at ! head ( a great l& company & ?r\gh 8 lett]s & 8 adv]tis+ matt] he has sold hundr$s ( ?\s&s ( acres to p :o h nev] se5 ! l&4 ,b he tells !m ! ?+s !y want to "k2 he uses ! argum5ts t get "u ! sk94 ,he sp5t ye>s 9 prep>+ to write 8 lett]s & b\ght & sold l& ) prospects face to face long be=e he attempt$ to deal ) !m by lett]4 ,he talk$ & ?\ght & /udi$ = mon?s be=e he dipp$ 8 p5 into ink4 ,n[ be=e he />ts a lett]1 he calls to m9d someone to :om he has sold a simil> tract 9 ! pa/2 he rememb]s h[ ea* argum5t 0 receiv$2 :at appeals /ruck home & !n1 9 8 lett]1 he talks to t man j z e>ne/ly z if 8 future happ9ess dep5d$ ^u mak+ ! "o sale4 ,! prep>ation to write ! lett] %\ld be two-fold3 kn[+ y\r product or proposition & kn[+ ! man y want to rea*4 ,y h got to see ! proposition ?r\gh ! eyes ( y\r prospect4 ,! pr9t] sold 8 ink dry] because he look$ at x f ! angle ( ! buy] & lat] he sold real e/ate1 b n until he cov]$ up 8 own int]e/ & pres5t$ ! proposition f ! viewpo9t ( ! prospect4 ,probably mo/ successful lett] writ]s1 :5 !y sit d[n to write1 consci\sly or unconsci\sly run back ov] faces & *>act]i/ics ( fri5ds & acqua9tances until !y f9d someone :o typifies ! class !y desire to rea*4 ,:5 writ+ to wom51 "o man always directs 8 appeal to 8 "m or si/]2 if try+ to int]e/ "y m5 he turns 8 m9d back to 8 own e>ly desires & ambitions4 ,visualize y\r prospect4 ,fix firmly 9 y\r m9d "s "o :o repres5ts ! class y are try+ to rea*2 =get t !re is any o!r prospect 9 ! :ole _w2 conc5trate y\r att5tion & sell+ talk on ?is "o individual4 ,if y are go+ to write lett]s t pull1 says "o successful correspond5t1 y h got to be a regul> spirituali/ 9 ord] to mat]ialize ! p]son to :om y are writ+2 br+ him into y\r (fice & talk to him face to face4 ,! fir/ firm ,i ev] work$ =1 he relates1 0 ,&rew ,campbell ,son4 ,! s5ior ,campbell 0 a cons]vative old ,scot*man :o _h made a success 9 bus9ess by go+ cauti\sly & ?or\ghly into ev]y?+ he took up4 ,! only ?+ t w\ld appeal to him w\ld be a proposition t c\ld be pres5t$ logically & ) ! /ronge/ k9d ( argum5ts to back x up4 ,! son1 on ! o!r h&1 0 ?or\ghly ,am]ican2 ready to take a *ance1 incl9$ to plunge & try out a new proposition because x 0 new or unique2 ! novelty ( a ?+ appeal$ to him & he 0 int]e/$ because x 0 out ( ! ord9>y4 ,:5ev] ,i h an important lett] to write1 ,i keep ^! two m5 9 m9d & ,i c5t] all my ef=ts to conv9ce !m2 us+ practical1 commons5se argum5ts to conv9ce ! fa!r1 & en\gh snappy 'try-x-=-y\rself' talk to w9 ! "y man4 ,accord+ to ?is correspond5t1 e firm 9 a measure repres5ts ^! two =ces1 cons]vative & radical1 & ! /ronge/ lett] is ! "o t makes an appeal to bo? elem5ts4 ,a "y man :o _h made a success 9 sell+ books by mail 0 (f]$ d\ble ! sal>y to take *>ge ( ! publicity dep>tm5t ( a mail-ord] clo?+ h\se4 ,he agre$ to accept--two mon?s lat]4 ,reluctantly ! firm cons5t$4 ,! firm saw or he>d no?+ f him until he report$ = "w4 ,he _h be5 %rewd en\gh n to make ! mi/ake ( ! pr9t] :o tri$ to sell l& & s he w5t to a small t[n 9 nor!rn ,i[a :]e a relative own$ a clo?+ /ore & />t$ 9 z a cl]k4 ,aft] a mon? he jump$ to ano!r /ore 9 s\!rn ,m9nesota4 ,at ea* place--typical c\ntry t[ns--he /udi$ ! trade & :5 n wait+ on cu/om]s busi$ himself ne> "s o!r cl]k s he c\ld he> ! conv]sation1 f9d out ! ?+s ! f>m]s & small t[n m5 look$ = 9 clo!s & le>n ! talk+ po9ts t actually sell ! goods4 ,?is man :o _h a position pay+ #f1jjj a ye> wait+ = him sp5t two mon?s at #i a week prep>+ to write4 ,a m conceit$ *ap w\ld h call$ x a wa/e ( "t1 b ?is man ?\ght t he c\ld well af=d to sp5d eight weeks & sacrifice ne>ly a ?\s& doll>s le>n+ to write lett]s & adv]tisem5ts t w\ld sell clo!s by mail4 ,at ! end ( ! ye> he 0 giv5 a raise t m ?an made up 8 loss4 ,nor is he cont5t1 = e ye> he sp5ds a few weeks beh9d ! c\nt] 9 "s small t[n1 gett+ ! viewpo9t ( ! p ) :om he deals1 f9d+ a po9t ( contact1 gett+ local color & becom+ famili> ) ! mann] ( spee* & ! argum5ts t w get ord]s4 ,:5 he sits d[n to write a lett] or an adv]tisem5t he has a vivid m5tal picture ( ! man he wants to int]e/2 he kn[s t man's process ( ?9k+1 ! ?+ t appeals to him1 ! argum5ts t w rea* "r d[n to 8 pocket-book4 ,a man :o sells automatic scales to groc]s keeps be=e him ! image ( a small deal] 9 8 home t[n4 ,! m]*ant _h fall5 into ! rut1 ! du/ 0 gett+ ?ick] on 8 d+y c\nt]s & trade 0 slipp+ away to m mod]n /ores4 ,"m us$ to s5d me on err&s to t /ore :5 ,i 0 a boy1 relates ! correspond5t1 & ,i _h be5 9 t\* ) x = tw5ty ye>s4 ,i knew ! local conditions2 ! gr[? ( competition t 0 gr9d+ out ! deal]'s life4 ,i det]m9$ to sell him & e week he receiv$ a lett] f ! h\se--he did n "k ( my connection ) x--& ea* lett] dealt ) "s p>ticul> problem t ,i knew he _h to face4 ,i kept ?is up = six mon?s )\t call+ =? a response ( any k9d2 b aft] ! tw5ty-six? lett] _h gone out1 ! manag] came 9 "o day ) an ord]--& ! ca% accompani$ x4 ,! deal] admitt$ t x 0 ! fir/ "t he _h ev] b\ght any?+ ( ! k9d by mail4 ,b ,i knew 8 problems1 & ,i connect$ !m up ) our scales 9 su* a way t he _h to buy4 ,^? tw5ty-six lett]s =m ! basis = all my sell+ argum5ts1 = 9 e t[n 9 ! c\ntry !re are m]*ants 9 ?is same rut1 fac+ ! same competition1 & !y c be rea*$ only by connect+ _! problems ) our scales4 ,no matt] :at y\r l9e may be1 y h got to use "s su* me?od if y are go+ to make y\r lett]s pull ! ord]s4 ,mat]ialize y\r prospect2 ov]come e objection & connect _! problems ) y\r products4 ,:5 y sit d[n to y\r desk to write a lett]1 h[ d y get into ! "r mood8 ,"s1 l m$iums1 actually "w !mselves into a sort ( trance be=e />t+ to write4 ,"o man insi/s t he writes good lett]s only :5 he gets mad--:i* is 8 way ( g5]at+ n]v\s en]gy4 ,o!rs g ab\t x v me?odically & *>t out ! lett]1 po9t by po9t4 ,!y analyze ! proposition & out ( all ! possible argum5ts & appeals1 c>efully select ^? t _! exp]i5ce & judgm5t indicate w appeal /ronge/ to ! individual :om !y are address+4 ,on a %eet ( pap] "o man jots d[n ! argum5ts t may be us$ & by a process ( elim9ation1 scrat*es (f "o aft] ano!r until he has left only ! ones mo/ likely to rea* 8 prospect4 ,_m correspond5ts keep )9 easy rea* a fold] or scrapbook ( p>ticul>ly inspir+ lett]s1 adv]tisem5ts & o!r matt] ga!r$ f _m s\rces4 ,"o man decl>es t no matt] h[ dull he may feel :5 he rea*es ! (fice 9 ! morn+ he c read ov] a few pages 9 8 scrapbook & gradually feel 8 m9d cle>2 8 en?usiasm beg9s to rise & )9 a half h\r he is key$ up to ! writ+ mood4 ,a correspond5t 9 a l>ge mail-ord] h\se keeps a scrapbook ( pictures--a portfolio ( views ( rural life & life 9 small t[ns4 ,he subscribes to ! be/ f>m pap]s & clips out pictures t are typical ( rural life1 especially ^? t repres5t types & %[ activities ( ! f>m1 ! furni%+s ( ! av]age f>m h\se--any?+ t w make cle>] ! environm5t ( ! m5 & wom5 :o buy 8 goods4 ,:5 he sits d[n to write a lett] he looks ?r\gh ?is book until he f9ds "s picture t typifies ! man :o ne$s ! p>ticul> article he wants to sell & !n he writes to t man1 keep+ ! picture be=e him1 try+ to %ape e s5t5ce to impress su* a p]son4 ,o!r correspond5ts are at a loss to und]/& ! pull+ p[] ( 8 lett]s4 ,a sales manag] 9 a typewrit] h\se keeps ! manag]s ( a score ( bran* (fices & sev]al hundr$ salesm5 g+]$ up by 8 weekly lett]s4 ,he prep>es to write ^! lett]s by walk+ ?r\gh ! factory1 :]e he f9ds inspiration 9 ! ro> ( ma*9]y1 ! activity ( production1 ! atmosph]e ( actual creative "w4 ,!re are _m s\rces ( inspiration4 ,/udy y\r temp]am5t1 y\r "w & y\r cu/om]s to f9d out "u :at conditions y\r production is ! easie/ & greate/4 ,x is nei!r necess>y nor wise to write lett]s :5 en]gies & int]e/ are at a l[ ebb1 :5 x is comp>atively easy to /imulate ! lagg+ en?usiasm & increase y\r p[] to write lett]s t br+ results4 ,h[ ,to ,beg9 ,a ,,bus9ess ,lett] ,,"p ,,ii--,,h[ ,,to ,,write ,,! ,,lett]--,,*apt] #e ,f its saluation to its signature a bus9ess lett] mu/ hold ! int]e/ ( ! read] or fail 9 its purpose4 ,! mo/ important s5t5ce 9 x is obvi\sly ! ,,fir/ "o1 = ^u x dep5ds :e!r ! read] w dip fur!r into ! lett] or disc>d x into ! wa/e basket4 ,,9 ,,t ,,fir/ ,,s5t5ce ,,! ,,writ] ,,has ,,8 ,,*ance4 ,if he is really capable1 he w n only attract ! read]'s int]e/ 9 t fir/ s5t5ce1 b put him into a receptive mood = ! message t foll[s4 ,"h are "s sample ways ( op5+ a bus9ess lett] 99 99 99 99 99 ,no matt] h[ l>ge y\r tomorr[ morn+'s mail1 x is probable t y w glance ?r\gh ! fir/ p>agraph ( e lett] y op54 ,if x cat*es y\r att5tion by ref]5ce to some?+ 9 :i* y are int]e/$1 or by a clev] allusion or a /rik+ head l9e or "s orig9al /yle1 x is probable y w read at lea/ ! next p>agraph or two4 ,b if ^! p>agraphs d n keep up y\r int]e/ ! lett] w be pass$ by unf9i%$4 ,if y fail to give ! lett] a full read+ ! writ] has only himself to blame4 ,he has n tak5 advantage ( 8 opportunity to c>ry y\r int]e/ along & develop x until he has driv5 8 message home1 po9t by po9t4 ,9 op5+ ! lett] ! importance ( ! salutation mu/ n be ignor$4 ,if a =m lett] f "s "o :o does n "k ,mr4 ,br[n1 p]sonally1 />ts out ,de> ,mr4 ,br[n1 he is annoy$4 ,a man ) self-respect res5ts famili>ity f a total /rang]--someone :o has no int]e/ 9 him except z a possible cu/om] = 8 commodity4 ,if a cl]k %\ld address a cu/om] 9 su* a famili> mann] x w\ld be look$ ^u z an insult4 ,yet x is no uncommon ?+ to receive lett]s f /rang]s t />t out ) "o ( ^! salutations3 ,de> ,b5son3 ,my de> ,mr4 ,b5son3 ,respect$ ,fri5d3 ,de> ,bro!r3 ,:ile x is desirable to get close to ! read]2 & y want to talk to him 9 a v frank mann] & f9d a po9t ( p]sonal contact1 ?is assumption ( fri5d%ip ) a total /rang] disgu/s a man be=e he beg9s y\r lett]4 ,y />t out ) a h&icap t is h>d to ov]come1 & an exam9ation ( a l>ge numb] ( lett]s us+ su* salutations are en\gh to create suspicion = all2 too (t5 !y introduce "s que/ionable inve/m5t proposition or s*eme t w\ld nev] appeal to ! h>d-head$1 cons]vative bus9ess man4 ,de> ,sir or ,g5tlem5 is ! accept$ salutation1 at lea/ until long correspond5ce & cordial relations ju/ify a m intimate greet+4 ,! ideal op5+1 ( c\rse1 /rikes a happy m$ium betwe5 too great =mality on ! "o h& & a cr++ s]vility or undue famili>ity on ! o!r h&4 ,no "o w dispute ! /atem5t t ! reason s _m sell+ campaigns fail is n because ( a lack ( m]it 9 ! propositions !mselves b because !y are n effectively pres5t$4 ,= mo/ bus9ess m5 read _! lett]s 9 a receptive /ate ( m9d4 ,! lett]head may %[ t ! message conc]ns a duplicat+ ma*9e & ! "o to :om x is address$ may feel confid5t 9 8 own m9d t he does n want a duplicat+ ma*9e4 ,at ! same "t he is will+ to read ! lett]1 = x may give him "s new idea1 "s practical sugge/ion z to h[ su* a device w\ld be a good inve/m5t & make money = him4 ,he is anxi\s to le>n h[ ! ma*9e may be relat$ to 8 p>ticul> problems4 ,b x is n likely t he has "t or suffici5t int]e/ to wade ?r\gh a long lett] />t+ out3 ,we take pleasure 9 s5d+ y "u sep>ate cov] catalogue ( our late/ models ( ,pr9t-,quicks1 & we are sure x w prove ( int]e/ to y4 99 99 99 99 99 ,! man :o has be5 suffici5tly int]e/$ 9 an adv]tisem5t to s5d = a catalogue f9ds 8 int]e/ cool+ rapidly :5 he picks up a lett] t />ts out l ?is3 ,we h y\r valu$ inquiry ( rec5t date1 & we take pleasure 9 ackn[l$g+1 & s =?4 99 99 99 99 99 ,suppose ! lett] reply+ to 8 inquiry />ts out 9 ?is /yle3 ,! picture on page #e ( our catalogue is a pretty fair "o1 b ,i wi% y c\ld see ! desk itself4 99 99 99 99 99 ,! read]'s att5tion is imm$iately gripp$ & he rea*es = ! catalogue to look at ! picture on page five4 ,to get att5tion & ar\se int]e/1 avoid long-spun introductions & hackney$ expressions4 ,rambl+ s5t5ces & loose p>agraphs h prov$ ! gravey>d = _m excell5t propositions4 ,"t-worn expressions & wea!r-beat5 phrases are poor conductors1 !re1 is too mu* resi/ance-loss 9 ! curr5t ( ! read]'s int]e/4 ,! be/ way to secure att5tion naturally dep5ds ^u ! nature ( ! proposition & ! class ( m5 to :om ! lett] is writt54 ,"o ( ! mo/ famili> me?ods is t kn[n to correspond5ts z ! m5tal %ock4 ,! idea is to put at ! top ( ! lett] a ,/op6 ,look6 ,li/56 sign4 ,examples ( ?is /yle are pl5tiful3 ,,?is ,,means ,,money ,,to ,,y--,,big ,,money ,,let ,,me ,,pay ,,y\r ,,next ,,mon?',s ,,r5t ,,read ,,x--,,on ,,our ,,^w ,,x',s ,,wor? ,,read+ ,,/op ,,%ovel+ ,,y\r ,,money ,,into ,,! ,,furnace ,,n[ ,,li/56 ,i ,,want ,a ,,p]sonal ,,^w ,,) ,,y ,,cut ,,y\r ,,light ,,bill ,,9 ,,half 99 99 99 99 99 ,su* introductions h und\bt$ly prov$ exce$+ly effective at times1 b l _m o!r good ?+s1 ! idea has be5 ov]work$4 ,! cat*-l9e ( itself sells no goods & to be effective x mu/ be foll[$ by trip-hamm] argum5ts4 ,int]e/ creat$ 9 ?is way is h>d to keep up4 ,! correspond5t may use a cat*-l9e1 j z ! b>k] at a side %[ uses a megaphone--! noise attracts a cr[d b x does n sell ! tickets4 ,x is ! spiel ! b>k] gives t packs ! t5t4 ,& s ! av]age man is n influ5c$ s mu* by a bold cat*-l9e 9 8 lett]s z by ! p>agraphs t foll[4 ,"s correspond5ts ev5 run a cat*-l9e 9 r$ ink at ! top ( ! page1 b ^! yell[ j\rnal sc>e-heads fall %ort ) ! av]age bus9ess proposition4 ,!n att5tion may be secur$1 n by a />tl+ s5t5ce b by ! graphic way 9 :i* a proposition is /at$4 ,"h is an op5+ t />ts out ) a cle>-cut sw+3 ,if we 7 to (f] y a hundr$-doll> bill z a gift we take x = grant$ t y w\ld be int]e/$4 ,if1 !n1 our goods w mean to y _m times t sum e ye> isn't ! proposition /ill m int]e/+8 ,d y n want u to demon/rate :at we say8 ,are y n will+ to inve/ a little ( y\r "t wat*+ ?is demon/ration8 99 99 99 99 99 ,?is ref]5ce to a hundr$-doll> bill creates a concrete image 9 ! m9d ( ! read]4 ,! lett]s t fir/ us$ ?is att5tion-gett] prov$ s effective t ! idea has be5 work$ ov] 9 _m =ms4 ,"h is ! effective way "o correspond5t />ts out3 ,if ?is lett] 7 pr9t$ on t5-doll> bills x c\ld sc>cely be m valuable to y ?an ! (f] x n[ conta9s4 ,y want money2 we want y\r bus9ess4 ,let's g into p>tn]%ip4 99 99 99 99 99 ,"h is a lett] s5t out by a manufactur] ( pr9t+ presses3 ,if y\r press fe$]s always %[$ up on ,monday morn+2 if !y 7 nev] late1 nev] got tir$1 nev] became c>eless1 nev] grumbl$ ab\t work+ ov]time1 y w\ld increase ! output ( y\r plant1 h less tr\ble1 make m money--t is :y y w be int]e/$ 9 ! ,spe$well ,automatic fe$+ atta*m5t4 99 99 99 99 99 ,?is p>agraph summ>izes _m ( ! tr\bles ( ! employ+ pr9t]4 ,x gets "u 8 sk91 x is graphic1 depict+ "o ( ! greate/ problems ( 8 bus9ess & s he is c]ta9 to read ! lett] & le>n m ab\t ! solution t x (f]s4 ,?is same p>agraph might also be us$ z a good illu/ration ( t effective att5tion-gett]1 ! quick appeal to ! problems t are ( mo/ conc]n to ! read]4 ,! "o great tr\ble ) ! majority ( lett]s is t !y />t out ) we & f fir/ to la/ h a selfi% viewpo9t3 ,we h y\r valu$ inquiry ( rec5t date &1 z p] y\r reque/1 we take pleasure 9 enclos+ h]e) a copy ( our late/ catalogue1 & s =?4 99 99 99 99 99 ,don't beg9 by talk+ ab\t y\rself1 y\r company1 y\r bus9ess1 y\r gr[?1 y\r progress1 y\r improv$ ma*9]y1 y\r increas$ circulation1 y\r newly inve/$ capital4 ,! read] has n ! fa9te/ int]e/ 9 y or y\r bus9ess until he c see "s connection betwe5 x & 8 own welf>e4 ,by itself x makes no play :atev] to 8 att5tion2 x mu/ fir/ be c\pl$ up ) 8 problems & 8 ne$s4 ,beg9 by talk+ ab\t him1 8 company1 8 bus9ess1 8 progress1 8 tr\bles1 8 disappo9tm5ts1 8 ne$s1 8 ambition4 ,t is :]e he lives day & night4 ,knock at t door & y w f9d him at home4 ,t\* ^u "s vital ne$ 9 8 bus9ess-- "s defect or tangle t is worry+ him--"s weak spot t he wants to rem$y--"s *]i%$ ambition t haunts him--& y w h rung ! bell ( 8 int]e/4 ,a few op5+s t are design$ to get ! read]'s att5tion & induce him to read f>!r1 are %[n "h3 ,y\r lett] rea*$ me at a v opportune "t z ,i h be5 look+ = a repres5tative 9 y\r t]ritory4 99 99 99 99 99 ,by us+ ?is code y c telegraph u = any special article y want & x w be deliv]$ at y\r /ore ! foll[+ morn+4 ,?is w enable y to compete ) ! l>ge mail-ord] h\ses4 ,x w give y a s]vice t w mean m bus9ess & satisfi$ cu/om]s4 99 99 99 99 99 ,y c save ! wages ( "o salesman 9 e dep>tm5t ( y\r /ore4 ,j z y save money by us+ a typewrit]1 addressograph1 add+ ma*9e1 ca% regi/] & o!r mod]n equipm5ts1 s y c save x by in/all+ a ,simplex4 99 99 99 99 99 ,don't y want to "k h[ to add two ?\s& squ>e feet ( display to "s dep>tm5t ( y\r /ore 9 ex*ange = tw5ty feet ( wall8 99 99 99 99 99 ,yes1 !re is a mighty good op5+ 9 y\r t]ritory = hu/l+ salesm54 ,y w receive a complete outfit by express s y c />t at once4 99 99 99 99 99 ,keep ! int]e/ ( ! read] 9 m9d4 ,no matt] h[ busy he is1 he w f9d "t to read y\r lett] if y talk ab\t 8 problems & 8 welf>e4 ,"s correspond5ts1 hav+ tak5 only ! fir/ lesson 9 bus9ess lett] writ+1 ov]-%oot ! m>k ) a lot ( hot air t is all too app>5t4 ,"h is ! op5+ p>agraph f "o ( ^! writ]s3 ,by ! concise & bus9ess-l "* ( y\r lett] ( inquiry we "k t y w\ld be v successful 9 ! sale ( our typewrit]s4 ,?is p]sonal & confid5tial circul> lett] is s5t only to a few ( our select$ correspond5ts :om we believe c be plac$ z g5]al ag5ts4 99 99 99 99 99 ,z a matt] ( fact1 ! g5tleman to :om ?is lett] 0 s5t _h writt5 ) a lead p5cil on a po/ c>d ask+ = fur!r p>ticul>s reg>d+ propositions to salesm54 ,x is a good illu/ration ( ! =m lett] gone wrong4 ,! inquir] _h n writt5 a concise & bus9ess-l lett] & !re 0 n ! slighte/ reason :y ! firm %\ld s5d him a p]sonal & confid5tial proposition & if ! proposition 7 really confid5tial1 x w\ld n be pr9t$ 9 a circul> lett]4 ,"h is ! op5+ p>agraph ( a lett] typical 9 its lack ( orig9ality & att5tion-gett+ qualities3 ,we are 9 receipt ( y\rs ( rec5t date & 9 reply wi% to /ate t y w f9d "u sep>ate cov] a copy ( our late/ catalogue1 illu/rat+ & describ+ our ,wond] ,light+ ,sy/em4 ,we are sure ! in=mation conta9$ 9 ?is catalogue w be ( int]e/ to y4 99 99 99 99 99 ,n only is ! p>agraph devoid ( int]e/-gett+ features1 b x is writt5 f ! wrong /&po9t--we in/ead ( y4 ,re-write ! p>agraph & ! read] is c]ta9 to h 8 int]e/ /imulat$3 ,! catalogue is too l>ge to enclose ) ?is lett] & s y w f9d x 9 ano!r envelope4 ,y w f9d on page #d a complete description ( ! ,wond] ,sy/em ( ,light+1 expla9+ j h[ x w cut d[n y\r light bill4 ,?is sy/em is adapt$ to use 9 /ores1 factories1 public halls & homes--no matt] :at y want y w f9d x li/$ 9 ?is catalogue4 99 99 99 99 99 ,!n x is possible to secure att5tion by "s famili> allusion1 "s ref]5ce to facts ) :i* ! read] is famili>3 ,9 our fa!rs' day1 y "k1 all f9e tablew>e 0 h& =g$--t meant quality b high co/4 99 99 99 99 99 ,! op5+ /atem5t secures ! ass5t ( ! read] ev5 be=e he kn[s :at ! proposition is4 ,sometimes an allusion may be introduc$ t does n come home s po9t$ly to ! read] b ! orig9ality ( ! idea appeals to him4 ,by its v clev]ness he is l$ to read fur!r4 ,"h is ! beg9n+ ( a lett] s5t out by an adv]tis+ man & comm]cial lett] writ]3 ,! ,prodigal ,son might h />t$ home mu* soon] _h he receiv$ an int]e/+ lett] ab\t ! fatt$ calf t await$ 8 com+4 ,! "r sort ( a lett] w\ld h attract$ 8 att5tion1 ar\s$ 8 int]e/1 creat$ a desire & /imulat$ him to action4 99 99 99 99 99 ,!n !re is ! op5+ t />ts out ) an appeal to human int]e/4 ,x is ! "o op5+ :]e ! writ] c talk ab\t himself & /ill get att5tion & "w up int]e/3 ,let me tell y h[ ,i got into ! mail ord] bus9ess & made s mu* money out ( x4 99 99 99 99 99 ,i wi% ,i c\ld h _h ! opportunity ?irty ye>s ago t y h today4 ,did ,i ev] tell y h[ ,i />t$ out8 99 99 99 99 99 ,i h be5 successful because ,i h confid5ce 9 o!r p4 99 99 99 99 99 ,i 0 talk+ to ,mr4 ,phillips1 ! presid5t ( our in/itution1 ?is morn+1 & he told me t y _h writt5 to u conc]n+ our correspond5ce c\rse4 99 99 99 99 99 ,^! p]sonal t\*es br+ ! writ] & read] close toge!r & pave ! way = a man-to-man talk4 ,!n !re is a way ( gett+ att5tion by "s novel idea1 some?+ unusual 9 ! typography ( ! lett]1 "s unusual idea4 ,"o mail-ord] man puts ^! two l9es writt5 ) a typewrit] across ! top ( 8 lett]heads3 ,,ev5 ,,if ,,y ,,_h ,,to ,,pay ,,to ,,secure ,a ,,copy ,,( ,,?is ,,lett]--,,or ,,_h ,,to ,,take ,a ,,day ,,(f ,,to ,,read ,,x--,,y ,,c\ld ,,n ,,af=d ,,to ,,fail ,,to ,,consid] ,,x4 99 99 99 99 99 ,few m5 w\ld receive a lett] l t )\t tak+ ! "t to read x1 at lea/ hurri$ly1 & if ! re/ ( ! argum5t is pres5t$ ) equal =ce ! message is almo/ sure to be c>ri$ home4 ,ano!r mail-ord] h\se s5d+ out =m lett]s "u "o-c5t po/age1 ins]ts ?is s5t5ce directly "u ! date l9e1 to ! "r ( ! "n & address3 ,leav+ our lett] unseal$ = po/al inspection is ! be/ pro( t our goods are exactly z repres5t$4 99 99 99 99 99 ,! orig9ality ( ! idea impresses "o4 ,!re is no dang] t ! lett] w be %unt$ into ! wa/e basket )\t a read+4 ,!re are times :5 x is necess>y to dis>m ! res5tm5t ( ! read] 9 ! v fir/ p>agraph1 z1 = in/ance1 :5 !re has be5 a delay 9 reply+ to a lett]4 ,an op5+ t is all too common reads3 ,i h be5 s extremely busy t y\r lett] has n receiv$ my att5tion4 99 99 99 99 99 ,or ! writ] may be undiplomatic en\gh to say3 ,p>don delay4 ,i h be5 s mu* engag$ ) o!r matt]s t ,i h n f\nd "t to write y4 99 99 99 99 99 ,! consid]ate correspond5t is always c>eful t 8 op5+ does n rub ! wrong way4 ,"o writ] />ts out by say+3 ,y h c]ta9ly be5 v pati5t ) me 9 ! matt] ( y\r ord] & ,i wi% to ?ank y = ?is4 99 99 99 99 99 ,"h are ! fir/ five p>agraphs ( a two-page lett] f an inve/m5t firm4 ,! l5g? ( ! lett] is greatly aga9/ x & ! only hope ! writ] c\ld h1 w\ld be 9 gett+ ! att5tion firmly 9 ! op5+ p>agraph3 ,my de> ,mr4 ,wilson3 ,i want to h a p]sonal ^w ) y to expla9 ?is matt]4 ,i don't l to ru% ?+s2 ,i believe 9 tak+ my "t4 ,i always try to d x4 ,i want y to d ! same ?+1 b !re are exceptions to all rules3 sometimes we _c d ?+s j ! way we want to & at ! same "t reap all ! b5efits4 ,"h is ! situation4 ,i w5t out to ! ,,oil ,,fields ,,( ,,cali=nia & :ile !re ,i ,,did ,,devote ,,pl5ty ,,& ,,ample ,,"t ,,to ,,prop] ,,inve/igation4 ,i w5t into ! ?+ ?or\ghly4 ,i w5t !re int5d+ to ,,inve/ ,,my ,,own ,,money if ,i f\nd ?+s "r4 ,my ma9 object 9 leav+ = ,cali=nia 0 to ,,inve/igate ,,= ,,my ,,cli5ts1 b ,i w\ld n advise my cli5ts to inve/ ,,_! money unless ! situation 0 su* t ,i w\ld inve/ ,,my ,,own money4 ,t's :]e ,i /&--fir/1 la/ & all ! "t4 ,i don't g into ! torrid des]ts 9 ! heat ( ! summ] & /ay !re = weeks j = fun4 ,!re is no fun or pleasure to x1 let me tell y4 ,x's h>d "w :5 "o inve/igates prop]ly1 & ,i surely did x "r4 ,i guess y "k t4 99 99 99 99 99 ,! lett] is n lack+ 9 /yle2 ! writ] kn[s h[ to put ?+s =cibly1 b he takes up half a page ( valuable space be=e he says any?+ vital to 8 subject4 ,see h[ mu* /rong] 8 lett] w\ld h be5 _h he />t$ ) ! fif? p>agraph1 foll[+ x ) ! f\r? p>agraph4 ,! great weakness 9 _m lett]s is padd+ out ! introduction ) non-ess5tial mat]ial4 ,x takes ! writ] too long to get d[n to 8 proposition4 ,"h is a lett] f a conc]n seek+ to int]e/ ag5ts3 ,we are 9 receipt ( y\r valu$ inquiry & we enclose h]e) full in=mation 9 reg>d to ! ,e4 ,z4 ,wa%+ ,comp\nd & our t]ms to ag5ts4 ,we %all be pleas$ to mail y a wa%+ sample po/-paid on receipt ( f\r c5ts 9 two-c5t /amps or a full size c = t5 c5ts1 :i* am\nt y may subtract f y\r fir/ ord]1 ?us gett+ ! sample free4 ,we w\ld l to s5d y a sample )\t requir+ any deposit b we h be5 s widely impos$ ^u by 'sample graft]s' 9 ! pa/ t we c no long] af=d to d ?is4 99 99 99 99 99 ,! fir/ p>agraph is hackney$ & writt5 f ! /&po9t ( ! writ] r ?an t ( ! read]4 ,! second p>agraph is a joke4 ,sev5 l9es1 l9es t ought to be *>g$ ) magnetic1 int]e/-gett+ /atem5ts1 are devot$ to expla9+ :y t5 c5ts' wor? ( samples are n s5t free1 b t ?is inve/m5t w be d$uct$ f ! fir/ ord]4 ,:at is ! use ( sav+ a t5-c5t sample if y lose ! int]e/ ( a possible ag5t1 ^: smalle/ sales w\ld am\nt to sev]al times ?is sum8 ,x is useless to sp5d "t & ?\ght 9 pres5t+ y\r proposition & work+ 9 a cl9*] unless y get att5tion & /imulate ! read]'s int]e/ 9 ! beg9n+4 ,practically ev]yone w read y\r op5+ p>agraph--:e!r he reads fur!r w dep5d ^u ^? fir/ s5t5ces4 ,d n deceive y\rself by ?9k+ t because y\r proposition is int]e/+ to y1 x w naturally be int]e/+ to o!rs4 ,d n put all y\r ?\ght on argum5t & inducem5ts--! man to :om y are writ+ may nev] read t f>4 ,lead up to y\r proposition f ! read]'s po9t ( view2 c\ple up y\r goods ) 8 ne$s2 %[ him :]e he w b5efit & he w read y\r lett] ?r\gh to ! po/script4 ,get 8 att5tion & ar\se 8 int]e/--!n y are ready to pres5t y\r proposition4 ,h[ ,to ,pres5t ,y\r ,,proposition ,,"p ,,ii--,,h[ ,,to ,,write ,,! ,,lett]--,,*apt] #f ,aft] att5tion has be5 secur$1 y mu/ lead quickly to y\r description & explanation2 visualize y\r product & introduce y\r pro(1 foll[+ ?is up ) argum5ts4 ,! art ( ! lett] writ] is f\nd 9 8 ability to lead ! read] along1 p>agraph by p>agraph1 )\t a break 9 ! ,,po9t ( ,,contact t has be5 e/abli%$4 ,!n ! proposition mu/ be pres5t$ s cle>ly t !re is no possibility ( its be+ misund]/ood1 & ! product or ! s]vice mu/ be c\pl$ up ) ! ,,read]',s ,,ne$s ,h[ ?is c be done is describ$ 9 ?is *apt] 99 99 99 99 99 ,aft] y h attract$ att5tion & /imulat$ ! int]e/ ( ! read]1 y h made a good beg9n+1 b only a beg9n+2 y !n h ! h>d task ( hold+ t int]e/1 expla9+ y\r proposition1 po9t+ out ! sup]iority ( ! goods or ! s]vice t y are try+ to sell & mak+ an inducem5t t w br+ 9 ! ord]s4 ,y\r case is 9 c\rt1 ! jury has be5 drawn1 ! judge is att5tive & ! oppos+ c\nsel is al]t--x is up to y to prove y\r case4 ,good bus9ess lett]1 consci\sly or unconsci\sly usually conta9s f\r elem5ts3 description1 explanation1 argum5t & p]suasion4 ,^! factors may pass "u diff]5t names1 b !y are pres5t & mo/ correspond5ts w include two o!r elem5ts--inducem5t & cl9*]4 ,9 ?is *apt] we w consid] description1 explanation & argum5t z ! vehicles "o may use 9 c>ry+ 8 message to ! read]4 ,an ess5tial "p ( all sales lett]s is a cle> description ( ! article or goods--give ! prospect a graphic idea ( h[ ! ?+ y are try+ to sell him looks1 & ?is description %\ld foll[ closely aft] ! int]e/-gett+ introduction4 ,to describe an article graphically "o has got to "k x ?or\ghly3 ! mat]ial ( :i* x is made2 ! processes ( manufacture2 h[ x is sold & %ipp$--e detail ab\t x4 ,!re are two extremes to :i* correspond5ts frequ5tly g4 ,"o makes ! description too te*nical1 us+ language & t]ms t are only p>tially und]/ood by ! read]4 ,he does n appreciate t ! man to :om he is writ+ may n und]/& ! te*nical or colloquial language t is s famili> to ev]yone 9 ! h\se4 ,= in/ance1 if a man wants to in/all an electric fan 9 8 (fice1 x w\ld be ! height ( folly to write him a lett] fill$ ) te*nical descriptions ab\t ! quality ( ! fan1 ! magnetic d5sity ( ! iron t is us$1 ! quality ( ! insulation1 ! kil[atts consum$--talk+ po9ts t w\ld be lo/ on ! av]age bus9ess man4 ,! lett] t w\ld sell him w\ld give specific1 b n te*nical in=mation1 ab\t h[ ! spe$ ( ! fan is easily regulat$1 t x ne$s to be oil$ b once a ye>1 & co/s s mu* a mon? to op]ate4 ,^! are ! ?+s 9 :i* ! prospective cu/om] is int]e/$4 ,!n !re is ! correspond5t ^: descriptions are too vague2 too g5]al--little m ?an bald ass]tions4 ,a lett] f a vacuum clean] manufactur+ company try+ to int]e/ ag5ts is fill$ ) su* /atem5ts z3 ,?is is ! be/ h& p[] ma*9e ev] manufactur$1 ,x is ! greate/ sell] ev] produc$1 ,x sells in/antly ^u demon/ration4 ,no "o believes su* exagg]ations z ^!4 ,ne> ! end ( ! lett]--:]e ! writ] %\ld be putt+ 9 8 cl9*]1 !re is a little specific in=mation /at+ t ! device weighs only five p\nds1 is made ( good mat]ial & c be op]at$ by a *ild4 ,if ?is p>agraph _h foll[$ quickly aft] ! introduction & _h gone into fur!r details1 ! prospect might h be5 int]e/$1 b x is probable t ! majority ( ^? :o receiv$ ! lett] nev] read z f> z ! bottom ( ! second page4 ,if a man is suffici5tly int]e/$ 9 a product to write = catalogue & in=mation1 or if y h succe$$ 9 gett+ 8 att5tion 9 ! op5+ p>agraph ( a sales lett]1 he is c]ta9 to read a description t is specific & def9ite4 ,! av]age man ?9ks ( a "w b5* z a "w b5* & w\ld be at a loss to describe "o1 b he has a diff]5t conception aft] read+ ^! p>agraphs f a manufactur]'s lett]3 ,j a ^w s y w und]/& ! sup]iority ( our goods4 ,our b5*es are built pr9cipally ( maple1 ! v be/ ,mi*igan h>d maple1 & we c>ry ?is timb] 9 our y>ds 9 upw>ds ( a million feet at a "t4 ,x is pil$ up & all[$ to air dry = at lea/ two ye>s be=e be+ us$2 !n ! /ock is kiln dri$ to make sure t ! lumb] is absolutely )\t moi/ure or sap1 & we "k !re c be no w>p+ or op5+ ( glue jo9ts 9 ! f9i%$ product4 ,our ma*9]y is electrically driv51 secur+ an ev5 drive to ! belt1 ?us gett+ ! be/ "w f all equipm5t--absolutely true cuts t give p]fect jo9ts to all "w4 ,!n1 z to glue3 ,"s manufactur]s cont5d t any glue t /icks w d4 ,we insi/ !re %\ld be no "q ab\t glue jo9ts2 no 'p]haps' 9 our argum5t4 ,t's :y we use only ! be/ by te/2 n m]ely /ick+ two pieces ( wood toge!r to try ! jo9t quality1 b glue t is sci5tifically te/$ = t5acity1 viscosity1 absorption1 & = acid or color+ matt]--9 %ort1 e te/ t c be appli$4 99 99 99 99 99 ,?is description is nei!r too te*nical nor too g5]al2 x c>ries conviction1 x is specific en\gh to appeal to a ma/] c>p5t]1 & x is cle> en\gh to be und]/ood by ! layman :o nev] h&l$ a saw or plan]4 ,x may be laid d[n z a pr9ciple t long description %\ld ord9>ily be made 9 circul>s1 fold]s or catalogues t are enclos$ ) ! lett] or s5t 9 a sep>ate envelope1 b sometimes x is desirable to emphasize c]ta9 po9ts 9 ! lett]4 ,happy is ! man :o c eject en\gh orig9ality into ?is description to make x easy read+4 ,! majority ( correspond5ts1 9 describ+ ! p>ts ( an automobile1 w\ld say3 ,! celebrat$ ,imp]ial ,:eel ,be>+s are us$1 ,^! d n ne$ to be oil$ (t5] ?an once 9 six mon?s4 99 99 99 99 99 ,a correspond5t :o knew h[ to ?r[ light into d>k places said3 ,imp]ial ,:eel ,be>+s3 grease twice a ye> & =get4 99 99 99 99 99 ,?is & =get is su* a clev] /roke t y are c>ri$ on ?r\gh ! re/ ( ! lett]1 & y are n bor$ ) ! figures & detail$ description4 ,9 a simil> way a sales manag]1 9 writ+ ! adv]tis+ matt] = a motor cycle1 leads up to 8 description ( ! motor & its capacity by ! brief /atem5t3 ,no limit to spe$ b ! law4 ,?is is a friction clut* on ! imag9ation t c>ries ! read]'s int]e/ to ! end4 ,"o writ] avoids br++ te*nical descriptions into 8 lett]s1 at ! same "t c>ry+ conviction z to ! quality ( 8 goods3 ,?is metal has be5 subject$ to sev]e accel]at$ corrosion te/s held 9 accordance ) rigid specifications laid d[n by ! ,am]ican ,society = ,te/+ ,mat]ial1 & has prov5 to corrode mu* less ?an ei!r *>coal iron1 wr\ght iron1 or /eel %eet4 ,a complete record ( ^! te/s & results w be f\nd on ! enclos$ %eet4 99 99 99 99 99 ,!n !re are times :5 description may be almo/ entirely elim9at$ f ! lett]4 ,= in/ance1 if y are try+ to sell a man a h\se & lot & he has be5 out to look at ! place & has gone ov] x ?or\ghly1 !re is little m t y c say 9 ! way ( description4 ,y\r lett] mu/ deal entirely ) argum5ts z to :y he %\ld buy n[--p]suasion1 inducem5t4 ,or1 if y are try+ to sell him ! typewrit] t he has be5 try+ out 9 8 (fice = a mon?1 description is unnecess>y--! load y\r lett] mu/ c>ry is light5$4 ,& !re are lett]s 9 :i* explanation is unnecess>y4 ,if y are try+ to get a man to ord] a suit ( clo!s by mail1 y w n expla9 ! use ( clo!s b y w be> d[n heavily on ! description ( ! mat]ial t y put into ^! p>ticul> g>m5ts & po9t out :y x is to 8 advantage to ord] direct ( ! manufactur]s4 ,b if y are pres5t+ a new proposition1 x is necess>y to expla9 its nature1 its work+s1 its pr9ciples & appliances4 ,if y are try+ to sell a f\nta9 p5 y w n wa/e valuable space 9 expla9+ to ! read] :at a f\nta9 p5 is good = & :y he %\ld h "o1 b r y w give ! reasons = buy+ y\r p>ticul> p5 9 pref]5ce to o!rs4 ,y w expla9 ! self-fill+ feature & ! new pat5t :i* prev5ts its leak+ or clogg+4 ,x is n always possible to sep>ate description & explanation4 ,"h is an illu/ration tak5 f a lett] s5t out by a mail-ord] %oe company3 ,i hope y\r delay 9 ord]+ is n ! result ( any lack ( cle> in=mation ab\t ,we>wells4 ,let me briefly m5tion "s ( ! features ( ,we>well %oes t ,i believe w>rant y 9 favor+ u ) y\r ord]3 7,a7 ,g5u9e cu/om /yle2 7,b7 ,highe/ grade mat]ial & workman%ip2 7,c7 ,! be/ fit--?anks to our qu>t]-siz$ sy/em--t x is possible to obta9 9 %oes2 7,d7 ,?or\gh foot com=t & long we>2 7,e7 ,our p]fect mail-ord] s]vice2 & 7,f7 ,! gu>ante$ ,,pro( ,,( ,,quality giv5 9 ! specification tag s5t ) e pair4 99 99 99 99 99 ,?is is a concise summ>y ( a long] description t _h be5 giv5 9 a previ\s lett] & x expla9s :y ! %oes w give satisfaction4 ,"h is ! p>agraph by :i* ! manufactur] ( a "t-record+ device1 writ+ ab\t ! advantages ( 8 sy/em puts 9 explanation plus argum5t3 ,e employee keeps 8 own "t & _c "q 8 own record4 ,all me*anism is hidd5 & lock$4 ,no?+ c be tamp]$ )4 ,! clock _c be /opp$4 ,! record _c be beat54 ,?is device fits into any co/ sy/em & gives an accurate record ( :at "t e man puts on e job4 ,x s]ves ! d\ble purpose ( furni%+ y a correct "t-on-job co/ & prev5ts loaf+4 ,x /ops co/ly leaks & enables y to figure pr(it to ! la/ p5ny4 99 99 99 99 99 ,explanation may run 9 "o ( _m *annels4 ,x may po9t out h[ ! c>eful selection ( raw mat]ial makes y\r product ! be/1 or h[ ! unusual facilities ( y\r factory or ! skill ( y\r workm51 or ! sy/em ( te/+ ! p>ts assures ! greate/ value4 ,y might expla9 :y ! p>ticul> improvem5ts & ! pat5ts on y\r ma*9es make x bett] or give x great] capacity4 ,! description & ! explanation mu/ ( necessity dep5d ^u ! "* ( ! proposition1 b x may be laid d[n z a g5]al pr9ciple t ! prospect mu/ be made to und]/& ?or\ghly j :at ! article is =1 h[ x is made1 h[ x looks1 h[ x is us$1 & :at its po9ts ( sup]iority are4 ,:5ev] possible1 ! description & explanation 9 ! lett] %\ld be re9=c$ by samples or illu/rations t w give a m graphic idea ( ! product4 ,! prospect may be suffici5tly famili> ) ! ?+ y are sell+ to relieve y ( ! necessity ( describ+ & expla9+1 al?\gh usually ^! supports are necess>y = a sell+ campaign4 ,b x mu/ be rememb]$ t description & explanation alone d n make a /rong appeal to ! w4 ,!y may ar\se int]e/ & excite desire b !y d n c>ry conviction z argum5t does4 ,"s lett]s are full ( explanation & description b lack argum5t4 ,! repair man f ! factory may give a good explanation ( h[ a ma*9e works1 b ! *ances are he w\ld fall d[n 9 try+ to sell ! ma*9e1 unless he und]/ood h[ to re9=ce 8 explanations ) a salesman's ability to use argum5t & p]suasion4 ,& s y mu/ look well to y\r argum5ts1 & ! argum5ts t actually pull ! mo/ ord]s consi/ ( pro(s--cold1 h>d logic & facts t _c be que/ion$4 ,z y hope = ! v]dict ( ! jury y mu/ prove y\r case4 ,x is amaz+ h[ _m correspond5ts fail to appreciate ! necessity = argum5ts4 ,pages w be fill$ ) ass]tions1 sup]lative adjectives1 boa/ful claims ( sup]iority1 b n "o s5t5ce t (f]s pro( ( any /atem5t1 n "o logical reason :y ! read] %\ld be int]e/$4 ,we "k y w make a m9t ( money if y put 9 our goods4 ,?is is ! l>ge/ & mo/ complete l9e 9 ! c\ntry4 ,our factory has d\bl$ its capacity dur+ ! la/ ?ree ye>s4 ,our t]ms are ! mo/ lib]al t h ev] be5 (f]$4 ,y are miss+ ! opportunity ( y\r lifetime if y d n accept ?is proposition4 ,we hope to receive y\r ord] by return mail1 = y w nev] h su* a wond]ful opportunity aga94 ,su* s5t5ces fill ! pages ( ?\s&s ( lett]s t are mail$ e day4 ,our sy/em ( inspection ) special micromet] gauges insures all p>ts be+ p]fect--)9 "o-?\s&? ( an in* ( absolute accuracy4 ,?is means1 too1 any "t y want an extra "p ( y\r eng9e = replacem5t t y c get x & t x w fit4 ,if we *>g$ y twice z mu* = ! ,:ite eng9e1 we c\ld n give y bett] mat]ial or workman%ip4 99 99 99 99 99 ,n[ ?is is an argum5t t is wor? :ile3 t ! p>ts ( ! eng9e are s accurately gr\nd t repairs c be made quickly1 & new p>ts w fit )\t a mom5t's tr\ble4 ,! la/ s5t5ce ( ! p>agraph is ( c\rse no?+ b ass]tion1 b x is /at$ 9 a way t c>ries conviction4 ,_m correspond5ts w\ld h bluntly decl>$ t ?is 0 ! be/ eng9e ev] manufactur$1 or some?+ ( t k9d1 & made no impression at all on ! m9ds ( ! read]s4 ,b ! /atem5t t ! company c\ld n make a bett] eng9e1 ev5 if x *>g$ twice z mu*1 s9ks 94 ,pro( ( quality is always "o ( ! /ronge/ argum5ts t c be us$4 ,a man wants to feel sure t he is giv5 good value = 8 money1 x matt]s n :e!r he is buy+ a lead p5cil or an automobile4 ,& next to argum5t ( quality is ! argum5t ( price4 ,"h are "s /rik+ p>agraphs tak5 f ! lett] s5t out by a firm manufactur+ gumm$ labels & adv]tis+ /ick]s3 ,we w\ld r talk quality ?an price because no o!r conc]n pr9ts bett] /ick]s ?an ours--b we c't help talk+ price because no o!r conc]n *>ges z little = !m z we d4 99 99 99 99 99 ,?is is a /rong /atem5t b x is no?+ m ?an a /atem5t ,! writ]1 h[ev]1 ha/5s to come =w>d ) argum5t & pro(3 ,y "k we make a specialty ( gumm$ labels--d no?+ else4 ,we h special ma*9]y design$ by ourselves--ma*9]y t may be us$ by no o!r conc]n4 ,?is enables u to produce bett] /ick]s at a m9imum exp5se4 ,all ( our /ick]s are pr9t$ on ! be/ /ock1 & d\ble gumm$1 &1 by ! way1 comp>e ! gumm+ ( our /ick]s ) ^? put up by o!r conc]ns4 ,we h built up a bus9ess & reputation on /ick]s t /ick & /ay4 99 99 99 99 99 ,if y 7 9 ! m>ket = labels y w\ld n hesitate to s5d an ord] to t firm1 = ! writ] gives y satisfy+ reasons = ! quality & ! l[ price ( 8 goods4 ,! argum5t 9 favor ( its goods is pres5t$ cle>ly1 concisely1 conv9c+ly4 ,! argum5t t w /rike home to ! m]*ant is "o t po9ts out 8 opportunity = ga94 ,"h is ! way a :olesale groc] pres5t$ 8 proposition on a new br& ( c(fee3 ,y put 9 ?is br& ( c(fee & we /& back ( y & pu% sales4 ,our gu>antee ( quality goes ) e p\nd we put out4 ,ask ! op9ion ( all y\r cu/om]s4 ,if !re is ! lea/ dissatisfaction1 refund !m ! price ( _! c(fee & d$uct x f our next bill4 ,s confid5t are we ( ! satisfaction t ?is c(fee w give t we agree to take back at ! end ( six mon?s all ! rema9+ /ock y h on h&--t is1 if y d n c>e to h&le ! br& long]4 ,y h probably nev] sold gu>ante$ c(fee be=e4 ,y take no *ances4 ,! pr(it is z l>ge z on o!r br&s1 & y\r cu/om]s w be impress$ ) ! gu>antee plac$ on e p\nd4 99 99 99 99 99 ,! gu>antee & ! (f] ( ! free trial are possibly ! two /ronge/ argum5ts t c be us$ ei!r ) a deal] or 9 /raight mail-ord] sell+4 ,among ! argum5ts t are mo/ effective are te/imonials & ref]5ces to satisfi$ us]s4 ,if ! writ] c ref] to "s well-kn[n firm or individual z a satisfi$ cu/om] he /r5g!ns 8 po9t4 ,:5 we %[$ ?is fixture to ,john ,wanamak]'s man1 x took j ab\t ?ree m9utes to close ! deal = six ( !m4 ,s9ce !n !y h ord]$ sev5ty-f\r m4 99 99 99 99 99 ,su* ref]5ces z ?is naturally inspire confid5ce 9 a proposition & extracts f lett]s may be us$ ) great effect1 provid$ ! "n & address ( ! writ] is giv51 s t x w h e appe>ance ( be+ g5u9e4 ,a solicitor ( pat5ts at ,wa%+ton works into 8 lett]s to prospective cli5ts quotations f manufactur]s3 ',we wi% to be put 9 communication ) ! inv5tor ( "s useful novelty1 in/rum5t or device1 :o is look+ = a way to m>ket 8 inv5tion4 ,we want to increase our bus9ess along new l9es & manufacture "u contract1 pay+ royalties to ! pat5tee4 ',if y\r cli5ts h any articles ( m]it t !y want to m>ket1 k9dly communicate ) u4 ,our bus9ess is ! manufacture ( pat5t$ articles "u contract & we c und\bt$ly s]ve _m ( y\r cli5ts 9 a pr(itable mann]4' 99 99 99 99 99 ,su* extracts z ^! are int5d$ to impress ^u ! inv5tor ! desirability ( plac+ 8 bus9ess ) someone :o has su* a wide acqua9tance & is 9 a position to put him 9 t\* ) manufactur]s4 ,to s5d a li/ ( ref]5ces may also prove a mo/ conv9c+ argum5t1 especially if ! writ] c ref] to "s man or firm locat$ ne> ! "o to :om he is writ+4 ,a mutual acqua9tance =ms a sort ( connect+ l9k t is a pull+ =ce ev5 ?\gh ! ref]5ce is nev] look$ up4 ,9 fact1 x is only on occasions t ref]5ces ( ?is k9d are inve/igat$1 = ! m]e nam+ ( banks & prom95t bus9ess m5 is suffici5t to inspire confid5ce t ! proposition is on ! squ>e4 ,aft] y h expla9$ y\r proposition1 describ$ y\r goods & po9t$ out to ! prospect h[ x is to 8 advantage to possess ^! goods1 ! "t has come to make him an (f]4 ,"o ( ! pa!tic s9s ( bus9ess lett] writ]s is to "w 9 ! price too e>ly 9 ! lett]--be=e ! prospect is int]e/$ 9 ! proposition4 ,! clev] salesman always endeavors to "w up "o's int]e/ to ! highe/ possible pit* be=e price is m5tion$ at all4 ,_m solicitors consid] x s ess5tial to keep ! price 9 ! backgr\nd until ne> ! end ( ! canvass t !y artfully dodge ! "q1 ,:at is ! co/81 until !y ?9k ! prospect is suffici5tly int]e/$ n to %y :5 ! figure is m5tion$4 ,a lett] f a company seek+ to int]e/ ag5ts />ts out awkw>dly ) a long p>agraph3 ,we w be pleas$ to h y act z our salesman4 ,we ne$ a repres5tative 9 y\r city4 ,we "k y w make a success4 99 99 99 99 99 ,!n foll[s a second p>agraph giv+ ! sell+ price ( a complete outfit al?\gh !re has n be5 a l9e 9 ! lett] to w>m up ! read]1 to int]e/ him 9 ! proposition1 to po9t out h[ he c make money & %[ him :]e he w b5efit by h&l+ ?is p>ticul> l9e4 ,aft] ?is poor beg9n+ ! lett] goes on ) its explanation & argum5t1 b ! message is lo/--a message t might h borne fruit _h ! writ] repress$ 8 own selfi% motives & po9t$ out h[ ! read] w\ld ga94 ,!re is !n pl5ty ( "t to ref] to ! co/ ( ! outfit4 ,a lett] f a manufactur+ conc]n sell+ direct to ! consum] />ts out 9 ?is kill-int]e/ fa%ion3 ,did y get our circul> describ+ ! m]its ( our celebrat$ ,wond]d[n ,mattresses :i* co/1 full size1 #aj ea*8 99 99 99 99 99 ,an exp]i5c$ correspond5t w\ld nev] commit su* a blund] = he w\ld n br+ 9 ! price until ne> ! end ( ! lett]2 or1 m likely1 ! doll> m>k w\ld n appe> 9 ! lett] at all4 ,x w\ld be %[n only 9 an enclosure--fold]1 circul>1 catalogue or price li/4 ,s important is ?is po9t t _m s*emes h be5 devis$ = keep+ ! co/ 9 ! back-gr\nd & ?is is "o ( ! pr9cipal reasons :y _m conc]ns are emphasiz+ m & m ! free trial & sell+ on in/alm5ts4 ,"o manufactur+ company makes a talk+ po9t out ( ! fact t ! only condition on :i* x w sell a ma*9e is to put x 9 a plant = a sixty-day trial2 !n if x is f\nd satisfactory ! pur*as] has 8 option ( diff]5t me?ods ( paym5ts3 a disc\nt = all ca% or mon?ly in/alm5ts4 ,!re are _m propositions successfully h&l$ by gradually work+ up int]e/ to ! po9t :]e price c be br\ght 91 !n lead+ quickly to ! inducem5t & ! cl9*]4 ,9 su* a lett] ! price c\ld n be ignor$ v well & ! effect is lo/ unless x is br\ght 9 at ! prop] place1 directly foll[+ ! argum5t4 ,l all rules1 !re are exceptions to ?is4 ,sometimes :]e ! read] is famili> ) ! proposition x may be a good policy to cat* 8 att5tion by a special price (f] at ! v beg9n+ ( ! lett]4 ,?is is frequ5tly done 9 foll[-up lett]s :]e x is reasonably c]ta9 t ! prec$+ correspond5ce has practically exhau/$ explanation1 description & argum5ts4 ,! problem "h is diff]5t & a special price may be ! /ronge/ talk+ po9t4 ,!n1 ( c\rse1 !re are lett]s t are int5d$ m]ely to ar\se ! int]e/ ( ! read] & induce him to write = prices & fur!r in=mation4 ,! purpose "h is to /imulate ! int]e/ & induce ! recipi5t to s5d 9 p>ticul>s reg>d+ 8 ne$s & ask = t]ms4 ,aft] a man's int]e/ has be5 ?is f> /imulat$ x is comp>atively easy to quote prices )\t fright5+ him away4 ,b 9 ! majority ( sales lett]s an (f] mu/ be made1 = price1 aft] all1 is ! "o ?+ t is1 to ! read]1 ( fir/ importance4 ,mo/ m5 want to "k all ab\t a proposition )\t ! bo!r ( fur!r correspond5ce & s a specific (f] %\ld usually foll[ ! argum5ts4 ,h[ ,to ,br+ ,! ,lett] ,to ,a ,,close ,,"p ,,ii--,,h[ ,,to ,,write ,,! ,,lett]--,,*apt] #g ,,gett+ ,,att5tion1 expla9+ a proposition & pres5t+ argum5ts & pro(s are ess5tials 9 e lett]1 b !y m]ely lead up to ! vital "p--,,gett+ ,,action4 ,!y mu/ be closely foll[$ by ,,p]suasion1 ,,inducem5t & a ,,cl9*]4 ,! well writt5 lett] works up to a climax & ! ord] %\ld be secur$ :ile int]e/ is at its height4 ,_m correspond5ts /umble :5 !y come to ! close4 ,?is *apt] %[s h[ to make a get-away-- h[ to hook ! ord]1 or if ! ord] is n secur$--h[ to leave ! way op5 to come back ) a foll[-up 99 99 99 99 99 ,no?+ w take ! place ( argum5ts & logical reasons 9 sell+ an article or a s]vice4 ,b mo/ salesm5 w be> out ! /atem5t t few ord]s w\ld be tak5 unless p]suasion & inducem5t are br\ght into play to get ! prospect's "n onto ! dott$ l9e4 ,p]suasion alone sells few goods outside ( ! *ur* fair b x helps out ! argum5ts & pro(s4 ,! collector's tr\bles come ma9ly f sales t are made by p]suasion1 = ! majority ( m5 :o are conv9c$ by s\nd argum5ts & logical reasons to pur*ase a ma*9e or a l9e ( goods c>ry out _! "p ( ! b>ga9 if !y c4 ,!re are a good _m correspond5ts :o are clev] en\gh 9 pres5t+ _! proposition1 b display a mo/ limit$ k ( human nature 9 us+ p]suasions t rubs ! prospect ! wrong way4 ,:y w y let a few doll>s /& betwe5 y & success8 ,:y wa/e y\r "t1 we>+ y\rself out work+ = o!rs8 ,:y don't y ?r[ (f ! conditions :i* b9d y d[n to a small income8 ,:y don't y %ake (f ! %ackles8 ,:y don't y rise to ! opportunity t is n[ pres5t$ to y8 99 99 99 99 99 ,su* a lett] is an insult to anyone :o receives x1 = x really tells him t he is a mutt & does n "k x4 ,comp>e ! prec$+ p>agraph ) ?is =ceful appeal3 ,rememb]1 ! m5 n[ 9 positions y covet did n tumble into !m by accid5t4 ,at "o "t !y _h no?+ m to guide !m ?an an opportunity exactly l ?is "o4 ,someone po9t$ out to !m ! possibilities & !y took ! *ance & gradually atta9$ _! pres5t success4 ,h y ! c\rage to make ! />t1 grasp an opportunity1 "w out y\r de/9y 9 ?is same way8 99 99 99 99 99 ,?is is p]suasion by po9t+ out :at o!rs h done4 ,x is ! p]suasion ( example2 an appeal t is dignifi$ & inspirational4 ,& "h1 z 9 all o!r p>ts ( ! lett]1 !re is ! t5d5cy to make ! appeal f ! selfi% /&po9t--! pr(its t w accrue to ! writ]3 ,we /rongly advise t y get a piece ( ?is l& at once4 ,x is b\nd to increase 9 value4 ,y c't lose4 ,won't y ca/ y\r lot ) u n[8 ,x is y\r la/ opportunity to get a piece ( ?is valuable l& at ?is extremely l[ price4 ,take our ^w = x & make y\r decision n[ be=e x is too late4 99 99 99 99 99 ,a manufactur] ( fold+ ma*9es got away f ?is attitude & clev]ly comb9$ p]suasion & inducem5t 9 an (f] made to newspap] publi%]s dur+ ! mon? ( ,octob]3 ,y want to try ?is fold] ?or\ghly be=e y buy x & no bett] te/ c be giv5 ?an dur+ ! holiday season :5 heavy adv]tis+ necessitates l>ge editions4 ,n[1 if y w put 9 "o ( ^! fold]s "r away & use x e week1 we w ext5d our usual sixty-day t]ms to ,janu>y #ae?4 ,?is w enable y to te/ x out ?or\ghly &1 fur!rmore1 y w n h to make ! fir/ paym5t until y h opportunity to make collections = ! ,decemb] adv]tis+4 ,?is proposition mu/ be accept$ be=e ,oct4 #ca/4 99 99 99 99 99 ,su* an inducem5t is timely & d\bly effective on ?is acc\nt4 ,! appeal rea*es ! newspap] man at ! season ( ! ye> :5 he is busie/2 j ! "t :5 he mo/ ne$s a fold]1 & ! manufactur] provides = ! fir/ paym5t at ! "t ( ye> :5 ! av]age publi%] has ! l>ge/ bank acc\nt4 ,occasionally ! mo/ effective p]suasion is a g+] talk1 a regul> ,come on1 boys1 lett] t furni%es ! dynamic =ce necess>y to get "s m5 />t$3 ,!re is no bett] "t to />t 9 ?is bus9ess ?an "r n[4 ,p always sp5d money freely j be=e ! holidays--get 9 ! game & get y\r %>e ( ?is loose co94 ,rememb]1 we %ip ! day ! ord] comes 94 ,s5d u y\r ord] ?is aft]noon & ! goods w be at y\r door day aft] tomorr[4 ,y c h sev]al hundr$ doll>s 9 ! bank by ?is "t next week4 ,:y n8 ,all y ne$ to d is to make ! decision n[4 ,unless y are bl9d or pretty well crippl$ up1 y ne$n't expect t p w come ar\nd & drop good money into y\r hat4 ,b !y w loos5 up if y g out aft] !m ) a good proposition su* z ?is--& provid$ y get to !m be=e ! o!r fell[4 ,! :ole ?+ is to get />t$4 ,get 9 motion6 ,get busy6 ,if y don't want to take "t to write1 telegraph at our exp5se4 ,x doesn't make mu* diff]5ce h[ y />t1 ! ?+ is to />t4 ,are y ) u8 99 99 99 99 99 ,n[1 !re really is no?+ 9 ^! two p>agraphs except a little g+]1 & a good deal ( slang1 b ?is may prove ! mo/ effective /imulant to a man's en]gy1 ! k9d ( p]suasion to get him 9 motion4 ,"o ?+ to be con/antly gu>d$ aga9/ is exagg]ation--lay+ x on too ?ick4 ,conc]ns sell+ goods on ! in/alm5t basis ?r\gh ag5ts :o are paid on commission1 f9d _! h>de/ problem is to collect money :]e ! proposition 0 pa9t$ 9 too gl[+ colors4 ,! repres5tative1 ?9k+ only ( 8 commission on ! sale1 puts ! proposition too /rong1 makes ! inducem5t s allur+ t ! goods d n measure up to ! salesman's claims4 ,!n ! correspond5t %\ld be c>eful n to put ! inducem5t s /rong t x w attract out ( curiosity r ?an out ( actual int5t4 ,_m clev] adv]tisem5ts pull a l>ge numb] ( inquiries b few sales are made4 ,x is a wa/e ( "t & money to use an inducem5t t does n /imulate an actual int]e/4 ,_m a mail+ li/ is *ok$ ) deadwood--names t repres5t curiosity seek]s & ! company loses on bo? h&s1 = x co/s money to get ^? names on ! li/ & x co/s m money to get !m (f ! li/4 ,! correspond5t %\ld nev] attempt to p]suade a man by assum+ an injur$ attitude4 ,because a man answ]s an adv]tisem5t or writes = in=mation1 does n put him "u ! slighte/ obligation to pur*ase ! goods & he _c be %am$ into p>t+ ) 8 money by su* a p>agraph z ?is3 ,d y ?9k y h treat$ u fairly 9 n reply+ to our lett]s8 ,we h writt5 to y "t & aga9 j z c\rte\sly z we "k h[2 we h ask$ y to let u "k :e!r or n y are int]e/$2 we h tri$ to be p]fectly fair & squ>e ) y2 & yet y h n done u ! common c\rtesy ( reply+4 ,d y ?9k ?is is treat+ u j "r8 ,don't y ?9k y ought to write u1 & if y are n int5d+ to buy1 to let u "k ! reason8 99 99 99 99 99 ,if ! recipi5t reads t f> d[n into 8 lett]1 x w only s]ve to make him mad4 ,no matt] :at inducem5t ! company may make him lat]1 x is n probable t x c ov]come ! prejudice t su* an insult+ p>agraph w h creat$4 ,"s ( ! correspond5ce s*ools und]/& h[ to "w 9 p]suasion clev]ly & effectively4 ,"h is a p>agraph t is dignifi$ & p]suasive3 ,rememb] also t ?is is ! be/ "t ( ! entire ye> to get good positions1 z :olesal]s & manufactur]s all ov] ! c\ntry w put on ?\s&s ( new m5 = ! com+ season4 ,we are receiv+ inquiries "r along f ! be/ firms 9 ! c\ntry :o ask u to provide !m ) compet5t salesm54 ,we h suppli$ !m ) s _m good m5 t !y always look to u :5 additional help is requir$1 & j n[ ! dem& is s great t we c gu>antee y a position if y />t ! c\rse ?is mon?4 99 99 99 99 99 ,p]suasion plays a small "p 9 sell+ g5]al commodities1 su* z ma*9]y1 equipm5t1 supplies1 & ! articles ( e-day bus9ess1 b correspond5ce c\rses1 insurance1 bank+1 build+ & loan propositions & v>i\s inve/m5t s*emes c be pu%$ & develop$ by an intellig5t use ( ?is appeal4 ,m]g$ ) ! p]suasion or closely foll[+ x %\ld be "s inducem5t to move ! read] to buy n[4 ,description1 explanation1 argum5t & ev5 p]suasion are n en\gh to get ! ord]4 ,a specific inducem5t is necess>y4 ,!re are _m ?+s t we int5d to buy sometime1 articles 9 :i* we h become int]e/$1 b lett]s ab\t !m h be5 tuck$ away 9 a pigeon-hole until we h m "t4 ,x is likely t ev]yone ( ^? lett]s w\ld h be5 answ]$ _h !y conta9$ specific inducem5ts t conv9c$ u x w\ld be a mi/ake to delay4 ,9 "s =m or ano!r1 ga9 is ! ess5ce ( all inducem5ts1 = ga9 is ! dynamic =ce to all our bus9ess movem5ts4 ,! mo/ famili> =m ( inducem5t is ! special price1 or special t]ms t are good if accept$ )9 t5 days4 ,! inducem5t ( free trial & free samples are becom+ m widely us$ e day4 ,! mo/ effective lett]s are ^? t "w 9 ! inducem5t s artfully t ! read] feels he is miss+ some?+ if he does n answ]4 ,! skillful correspond5t does n tell him bluntly t he w miss ! opportunity ( a life "t if he does n accept a proposition2 he m]ely sugge/s x 9 a way t makes a mu* m p[]ful impression4 ,"h is ! way a correspond5ce s*ool uses inducem5ts 9 lett]s to prospective /ud5ts 9 its me*anical draw+ c\rse4 ,aft] tell+ ! prospect ab\t ! pur*ase ( a numb] ( draw+ outfits x foll[s ) ?is p>agraph3 ,x 0 necess>y to place ?is l>ge ord] 9 ord] to secure ! sets at ! l[e/ possible figure4 ,kn[+ t ?is numb] w exce$ our weekly sales1 we h decid$ to (f] ^! extra sets to "s ( ! ambiti\s "y m5 :o h be5 writ+ to u4 ,if y w fill out ! enclos$ s*ol>%ip blank & mail at once we w s5d y "o ( ^! h&some sets ,,free1 express prepaid4 ,b ?is (f] mu/ be accept$ be=e ! la/ ( ! mon?4 ,at ! rate ! s*ol>%ip blanks are n[ com+ 91 x is m ?an likely t ! available sets w be exhau/$ be=e ,novemb] #a/4 ,x is necess>y !re=e t y s5d u y\r application at once4 99 99 99 99 99 ,x is n necess>y to (f] some?+ = no?+ 9 y\r inducem5t4 ,9 fact1 a good reason is usually a bett] ord] gett] ?an a good premium4 ,make ! man want y\r proposition--t is ! secret ( ! good sales lett]4 ,if a man really wants y\r product he is go+ to get x soon] or lat]1 & ! sell+ lett]s t score ! bigge/ results are ^? t create desire2 foll[+ argum5t & reason ) an inducem5t t p]suades a man to "p ) 8 h>d-e>n$ money & buy y\r goods4 ,x is a nev]-end+ surprise--! numb] ( correspond5ts :o clev]ly attract ! int]e/ ( a read]1 pres5t _! proposition =cibly & conv9c+ly1 foll[+ ) argum5ts & inducem5ts t p]suade him to buy1 & !n1 j z he is ready to rea* = 8 *eck book1 turn heel & leave him ) ! assurance t !y w be pleas$ to give him fur!r in=mation :5 !y c\ld h _h 8 ord] by lay+ ! contract be=e him & say+1 ,sign "h4 ,!re are pl5ty ( good />t]s :o are poor f9i%]s4 ,!y get att5tion b don't get ! ord]4 ,!y are w9d$ at ! f9i%2 !y /umble at ! climax :]e !y %\ld be /ronge/1 & ! int]e/ :i* !y work$ s h>d to /imulate oozes away4 ,!y fail because !y d n "k h[ to close4 ,z y hope = results1 d n ov]look ! summ>y & ! climax4 ,d n =get to ins]t a hook t w l& ! ord]4 ,"t1 en]gy & money are alike wa/$ 9 creat+ desire if y fail to cry/allize x 9 action4 ,/e] y\r lett] away f ! hold-ov] file z dext]\sly z y /e] x away f ! wa/e basket4 ,x is n en\gh to make y\r prospect want to ord]1 y mu/ make x easy = him to ord] by enclos+ ord] blanks1 return envelopes1 in/ructions & o!r lit]ature t w /r5g!n y\r argum5ts & :et 8 desire2 & m ?an t1 y mu/ rea* a real climax 9 y\r lett]s--tell ! prospect :at to d & h[ to d x4 ,! climax is n a "p di/9ct f ! p>ts t h gone be=e4 ,p]suasion & inducem5t are b elem5ts ( ! climax1 work+ ! prospect up to ! po9t :]e y c ins]t a p>agraph tell+ him to sign & mail today4 ,h[ fooli% to "w up ! int]e/ & !n let ! read] d[n ) su* a p>agraph z ?is3 ,?ank+ y = y\r inquiry & hop+ to be favor$ ) y\r ord]1 & assur+ y x w be fully appreciat$ & receive our c>eful att5tion1 we are4 99 99 99 99 99 ,su* a p>agraph pulls few ord]s4 ,comp>e ! =ego+ ) ! "o t fairly galvanizes ! read] into imm$iate action3 ,s5d u a #b4jj bill n[4 ,if y are n conv9c$ t ?is file is ! be/ #b4jj inve/m5t ev] made1 we w refund y\r money = ! m]e ask+4 ,s5d today1 :ile y h x 9 m9d4 99 99 99 99 99 ,"h is a p>agraph n unlike ! close ( doz5s ( lett]s t y read e week3 ,tru/+ t we may he> f y 9 ! ne> future & hop+ we w h ! pleasure ( numb]+ y among our cu/om]s1 we are1 99 99 99 99 99 ,su* a close invites delay 9 answ]+4 ,x is an ord] kill]2 x smo!rs int]e/1 x delays action4 ,b "h is a close t is likely to br+ ! ord] if ! desire has be5 creat$4 ,simply wrap a #a4jj bill 9 ?is lett] & s5d to u at our risk4 99 99 99 99 99 ,a writ] :o does n und]/& ! psy*ology ( sugge/ion writes ?is un=tunate clos+ p>agraph3 ,w y n advise u at an e>ly date :e!r or n y are int]e/$ 9 our proposition8 ,z y h n repli$ to our previ\s lett]s1 we beg9 to fe> t y d n int5d to avail y\rself ( ?is wond]ful opportunity1 & we w\ld be v glad to h y write u if ?is is a fact4 99 99 99 99 99 ,h[ fooli% to help along "o's indiff]5ce by ! sugge/ion t he is n int]e/$4 ,j z long z y sp5d po/age on a prospect treat him z a probable cu/om]4 ,assume t he is int]e/$2 take x = grant$ t !re is "s reason :y he has n repli$ & pres5t new argum5ts1 new p]suasion1 new inducem5ts = ord]+ n[4 ,a firm h&l+ a l9e v simil> to t ( ! firm :i* s5t out ! lett] quot$ above1 always ma9ta9s ! attitude t ! prospect is go+ to ord] "s "t & its close fairly bri/les ) d x n[ hooks3 ,/ep "r ov] to ! telegraph (fice & s5d u y\r ord] by telegraph at our exp5se4 ,) ?is bus9ess1 e day's delay means loss ( doll>s to y4 ,/op ! leak6 ,save ! doll>s6 ,ord] today6 99 99 99 99 99 ,ano!r un=tunate end+ is a grovel+ s]vility 9 :i* ! writ] comes on 8 knees1 z x 71 begg+ = ! privilege ( pres5t+ 8 proposition aga9 at "s future "t4 ,"h are ! two la/ p>agraphs ( a ?ree-p>agraph lett] s5t out by an engrav+ company--an old e/abli%$1 sub/antial conc]n t has no reason to apologize = solicit+ bus9ess1 no reason = meet+ o!r conc]ns on any basis except t ( equality3 ,%\ld y n be 9 ! m>ket at ! pres5t "t = any?+ 9 our l9e ( "w1 we w\ld e/eem x a great favor to u if y w\ld file ?is lett] & let u he> f y :5 ne$+ any?+ 9 ! way ( engrav+4 ,if y w let u "k :5 y are ready = some?+ 9 ?is l9e we w deem x a privilege to s5d a repres5tative to call on y4 ,tru/+ we h n made ourselves =w>d 9 ?is matt] & hop+ t we may he> f y1 we are1 99 99 99 99 99 ,x is a safe pr$iction t ?is lett] 0 writt5 by a new sales manag] :o w soon be look+ = ano!r job4 ,su* an apologetic note1 ) su* a lack ( sell+ talk1 su* a /reet begg> attitude c\ld nev] escape ! wa/e basket4 ,! salesman :o />ts out by say+1 ,y w\ldn't be int]e/$ 9 ?is book1 w\ld y8 takes no ord]s4 ,! lett] t comes apologiz+ & excus+ itself be=e x gets our att5tion1 &1 if x gets our att5tion1 !n lets d[n j z we are ready to sign an ord]1 is head$ /raight = ! c> :eel plant4 ,avoid 9 ! clos+ p>agraph1 z f> z possible1 ! p>ticipial phrases su* z ,?ank+ y1 ,hop+ to be favor$1 ,assur+ y ( our desire1 & s =?4 ,say in/ead1 ,we ?ank y1 ,x is a pleasure to assure y1 or ,may ,i n he> f y by return mail8 ,su* a p>agraph is almo/ inevitably an anti-climax2 x af=ds too mu* ( a let-d[n to ! proposition4 ,"o ( ! ess5tials to ! cl9*+ ( an ord] is ! enclosures su* z ord] blanks & return envelopes--subjects t are suffici5tly important to call = sep>ate *apt]s4 ,! ess5tial ?+ to rememb] 9 work+ up to ! climax is to make x a climax2 to keep up ! read]'s int]e/1 to ins]t a hook t w get ! man's ord] be=e 8 desire has "t to cool (f4 ,y\r proposition is n a fireless cook] t w keep 8 int]e/ w>m = a long "t aft] ! heat ( y\r lett] has be5 remov$--& x w be j t mu* h>d] to w>m him up ! second "t4 ,ins]t ! hook t w get ! ord] ,,n[1 = !re w nev] be q su* a favorable "t aga94 ,,/yle ,9 ,lett] ,writ+-- ,& ,h[ ,to ,acquire ,x ,,"p ,,iii--,,/yle--,,mak+ ,,! ,,lett] ,,readable--,,*apt] #h ,,specific ,,/atem5ts & ,,concrete ,,facts are ! sub/ance ( a bus9ess lett]4 ,b :e!r t lett] is read or n1 or :e!r ^? /atem5ts & facts are ,,=ceful & ,,effective1 is dep5d5t ^u ! mann] 9 :i* !y are pres5t$ to ! read]--^u ! /yle4 ,:at /yle is1 & h[ x may be acquir$ & put to practical use 9 bus9ess correspond5ce1 is describ$ 9 ?is *apt] 99 99 99 99 99 ,lett] writ+ is a craft--select+ & arrang+ words 9 s5t5ces to convey a ?\ght cle>ly & concisely4 ,:ile lett]s take ! place ( spok5 language1 !y lack ! animation & ! p]sonal magnetism ( ! speak]--a h&icap t mu/ be ov]come by f9d+ words & arrang+ !m 9 s5t5ces 9 su* a way t !y w attract att5tion quickly1 expla9 a proposition fully1 make a di/9ct impression ^u ! read] & move him to reply4 ,out ( ! millions ( messages t daily *oke ! mails1 only a small p] c5t rise above ! dead level ( colorless1 anemic correspond5ce4 ,! great majority ( bus9ess lett]s are n =cible2 !y are n productive4 ,!y h no /yle4 ,! meat is s]v$ )\t a dress+4 ,! lett]s bulge ) solid facts1 /ale /atem5ts & indige/ible argum5ts--! reli%es are lack+4 ,ei!r ! writ]s d n realize t effectiv5ess comes only ) an attractive /yle or !y d n "k h[ a crisp & invigorat+ /yle c be cultivat$4 ,/yle has no?+ to d ) ! subject matt] ( a lett]4 ,its only conc]n is 9 ! language us$--9 ! words & s5t5ces :i* describe1 expla9 & p]suade1 & !re is no subject s commonplace1 no proposition s prosaic t ! lett] _c be made readable & int]e/+ :5 a /yli/ takes up 8 p54 ,9 *oos+ words ! av]age writ] looks at !m in/ead ( into !m1 & j z !re are messages betwe5 ! l9es ( a lett]1 j s are !re half-reveal$1 half-sugge/$ ?\ghts betwe5 ! lett]s ( words--! sugge/iv5ess to :i* ,haw?orne ref]r$ z ! unacc\ntable spell t lurks 9 a syllable4 ,!re is "* & p]sonality 9 words1 & ,%akespe>e left a message to tw5tie?-c5tury correspond5ts :5 he advis$ !m to f9d ! eag] words--fa9t words--tir$ words--weak words--/rong words--sick words--successful words4 ,! t5-tal5t bus9ess writ] is ! man :o kn[s ^! words1 recognizes _! possibilities & _! limitations & *ooses !m ) ! skill ( an arti/ 9 mix+ ! colors = 8 canvas4 ,to be cle>1 to be =ceful1 to be attractive--^! are ! ess5tials ( /yle4 ,to secure ^! elem5ts1 ! writ] mu/ make use ( c>efully select$ words & apt figures ( spee*4 ,neglect !m & a lett] is lo/ 9 ! mass2 its id5tity is lack+1 x fails to grip att5tion or c>ry home ! idea "o wi%es to convey4 ,an insipid /yle1 is responsible = mu* ( ! ineffectiv5ess 9 bus9ess lett]s4 ,few m5 w take ! "t to deciph] a proposition t is obscur$ by ambigu\s words & involv$ phrases4 ,unless x is obvi\sly to a man's advantage to read su* a lett] x is dropp$ into ! wa/e basket1 tak+ ) x ! message t might h f\nd an int]e/$ prospect if x _h be5 express$ cle>ly1 logically1 =cibly4 ,! fir/ ess5tial = /yle is cle>ness--make y\r mean+ pla94 ,look to ! individual words2 use !m 9 ! simple/ way-- di/9ctive words to give exactness ( mean+ & famili> words to give /r5g?4 ,words are ! private soldi]s "u ! comm& ( ! writ] & = ease ( managem5t he wants small words--a long ^w is out ( place1 unwieldy1 awkw>d4 ,! high-s\nd+ words t are dragg$ 9 by ma9 =ce = ! sake ( effect weigh d[n ! lett]1 make x logy4 ,! read] may be impress$ by ! language b n by ! ?\ght4 ,he reads ! words & misses ! message4 ,avoid long1 unfamili> words4 ,clo! y\r ?\ghts 9 words t no "o c mi/ake--! k9d ( language t m5 use 9 ! (fice & on ! /reet4 ,d n make ! read] "w to see y\r po9t2 he is busy1 he has o!r ?+s to d--x is y\r proposition & x is to y\r int]e/ to put 9 t extra "w1 ^? additional m9utes t w make ! lett] easily und]/ood4 ,x is too mu* to expect ! read] to ex]t himself to dig out y\r mean+ & !n en?use himself ov] y\r proposition4 ,! m5 :o write pull+ lett]s weigh c>efully e s5t5ce1 n only prun+ away e uness5tial ^w b us+ words ( ,anglo-,saxon orig9 :]ev] possible r ?an words ( ,lat9 d]ivation4 ,indicate y\r selection 0 writt5 z ! cat* l9e = a lett] 9 an important sell+ campaign1 b ! head correspond5t ) un]r+ decision re-wrote x--,take y\r *oice--a simpl]1 /rong] /atem5t4 ,! mean+ goes /raight to ! read]'s m9d )\t an ef=t on 8 "p4 ,we are unable to disc]n />t$ out ! new correspond5t 9 answ]+ a compla9t4 ,we _c see 0 ! revision writt5 9 by ! ma/] correspond5t--%ort1 concise1 to ! po9t4 ,) y\r k9d p]mission ,i %\ld l to say 9 reply to y\r favor--su* expressions are f\nd 9 lett]s e day--?\s&s ( !m4 ,! read] is tir$ be=e ! subject matt] is rea*$4 ,! correspond5t :o is ?9k+ ab\t ! "o to :om he is writ+ />ts out briefly & to ! po9t by say+1 ,?is is 9 reply to y\r lett]1 or1 ,?ank y = call+ our att5tion to1 & s =?4 ,! read] is impress$ t ! writ] means bus9ess4 ,! attitude is n antagoni/ic2 x comm&s att5tion4 ,lett]s are unnaturally burd5$ ) long words & /ilt$ phrases1 :ile 9 conv]sation "o's ?\ghts seek expression ?r\gh l9es ( lea/ resi/ance--famili> words & %ort s5t5ces4 ,b 9 writ+1 ^! same ?\ghts g /umbl+ ov] long words & grop+ ?r\gh involv$ phrases4 ,prov]bs are s5t5ces t h liv$ because !y express a ?\ght briefly 9 %ort1 famili> words4 ,slang becomes popul> because ( ! weal? ( mean+ express$ 9 a few words1 & _m ( ^! say+s gradually "w _! way into respectability-- reluctantly admitt$ into ! sanctu>y ( lit]ature because ( _! /r5g?1 cle>ness1 adaptability4 ,:ile %ort words are necess>y = =ce & vigor1 x may be v desirable at times to use long] & less famili> words to br+ out ! f9] %ade ( mean+4 ,a subtle di/9ction _c be ignor$ simply because "o ^w is %ort] ?an ano!r4 ,donate & give are frequ5tly us$ z synonyms1 b give %\ld n be us$ because x is a %ort ^w :5 donate expresses ! mean+ m accurately4 ,z a usual ?+1 home is pref]able to resid5ce1 b !re are times :5 ! long] ^w %\ld be us$4 ,decl>e & /ate1 ?or\ghf>e & /reet--!re are ?\s&s ( illu/rations on ?is po9t1 & :ile ! %ort1 ,anglo-,saxon ^w is always pref]able1 x %\ld n be us$ :5 a long] ^w expresses m accurately ! ?\ght :i* ! writ] wi%es to convey4 ,_m lett] writ]s ?9k t ^! rules are all "r = college pr(essors1 j\rnali/s & au?ors1 b impractical = ! e-day bus9ess correspond5t4 ,"s ( ! mo/ successful companies 9 ! c\ntry1 h[ev]1 h recogniz$ ! importance ( ^! v po9ts & h adopt$ /rict rules t give /r5g? & "* to ! lett]s t are s5t out4 ,= example1 "h is a p>agraph tak5 f ! book ( in/ructions issu$ by a l>ge manufactur+ conc]n 9 ! middle we/3 ,don't use a long or big ^w :]e a %ort "o w d z well or bett]4 ,= example3 ',beg9' is bett] ?an 'comm5ce'2 'home' or 'h\se' bett] ?an 'resid5ce'2 'buy' bett] ?an 'pur*ase'2 'live' bett] ?an 'reside'2 'at once' bett] ?an 'imm$iately'2 'give' bett] ?an 'donate'2 '/>t' or 'beg9' bett] ?an 'inaugurate4' ,! selection ( words is n ! only ?+ t ! writ] mu/ consid]4 ,! plac+ ( words to secure emphasis is no less important4 ,! /r5g? ( a /atem5t may dep5d ^u ! adroitness ) :i* ! words are us$4 ,n only to d "o ?+ well b to d t "o ?+ be/--?is has be5 our aim & our accompli%m5t4 ,9 ?is s5t5ce1 tak5 f a lett]1 emphasis is laid ^u ! ^w be/ by its position4 ,! manufactur] has two /rong argum5ts to use on ! deal]2 "o is ! quality ( ! goods--s !y w give satisfaction to ! cu/om]--& ! o!r is ! appe>ance ( ! goods s !y w attract ! cu/om]4 ,?is is ! s5t5ce us$ by a clev] writ]3 ,we *>ge y = ! s]vice quality--we give y ! appe>ance quality4 ,! /r5g? comes f ! con/ruction ( ! s5t5ce ?r[+ emphasis on *>ge & give4 ,durability--t is our talk+ po9t4 ,o!r ma*9es are *eap] if y consid] only initial co/2 no o!r ma*9e is m economical :5 its durability1 its l5g? ( s]vice is consid]$4 ,"h ! unusual position ( ! ^w durability1 ?r[n at ! beg9n+ ( ! s5t5ce1 gives an emphasis t c\ld n be obta9$ 9 any o!r way4 ,& s ! /yli/ consid]s n only ! words he uses b he places !m 9 ! mo/ /rategic position 9 ! s5t5ce--! beg9n+4 ,9 ! build+ ( a climax ?is ord] ( words is rev]s$ s9ce ! purpose is to "w up f ! weake/ to ! /ronge/ ^w or phrase4 ,! description1 sweet1 pure & sanit>y1 gives emphasis to ! sanit>y feature because x comes la/ & l+]s longe/ 9 ! m9d4 ,aft] ! /udy ( words1 _! mean+ & position1 ! writ] mu/ look to complet$ s5t5ces1 & ! man :o succe$s 9 sell+ goods by mail recognizes fir/ ( all ! =ce ( concise /atem5ts4 ,y c pay m b y c't buy m4 ,?is /atem5t /rikes home ) ! =ce ( a bl[4 ,we c\ldn't improve ! p[d] s we improv$ ! box4 ,!re is no?+ b ass]tion 9 ?is s5t5ce1 b x c>ries conviction4 ,n a ^w is out ( place4 ,e ^w does duty4 ,! idea is express$ concisely1 =cibly4 ,! simplicity ( ! s5t5ce is m effective ?an pages ( prosaic argum5t4 ,"h is a s5t5ce tak5 f a lett] ( a correspond5ce s*ool3 ,assum+ t y are 9 se>* ( valuable in=mation t may increase y\r e>n+ capacity by a m complete k ( any subject 9 :i* y may be int]e/$1 we desire to /ate mo/ emphatically t y\r wages increase ) y\r intellig5ce4 ,?is is n only ungrammatical1 x is un9t]e/+4 ,contra/ x ) ! s5t5ce tak5 f a lett] f ano!r correspond5ce s*ool3 ,y e>n m z y le>n m4 ,x is %ort1 emphatic1 ?\ght produc+4 ,! idea is cle>ly et*$ into y\r m9d4 ,%ort s5t5ces are pla9 & =ceful1 b :5 us$ exclusively1 !y become tiresome & monoton\s4 ,a %ort s5t5ce is frequ5tly mo/ /rik+ :5 prec$+ or foll[+ a long s5t5ce--x gives v>iation ( /yle4 ,foll[+ a long s5t5ce x comes z a quick1 trip-hamm] bl[ t is always effective4 ,& !re are times :5 ! proposition _c be br\ght out cle>ly by %ort s5t5ces4 ,!n ! long s5t5ce comes to ! rescue = x p]mits ( comp>isons & climaxes t %ort s5t5ces _c give4 ,illu/ration3 ,unique enclosures cat* ! eye & insure a read+ ( ! lett]4 ,"h are %[n two facsimile bonds--"o1 an inve/m5t bond & ! o!r a gu>antee bond2 a sample ( ! diploma issu$ by a correspond5ce s*ool & a #ae4jj c]tificate to apply on a c\rse4 ,! axe-blade booklet c>ries ! message ( a :olesale h>dw>e h\se1 & ! c\pon1 :5 fill$ out1 calls = a free sample ( toilet prep>ation4 ,illu/ration3 ,nei!r pr9t$ descriptions nor pictures are z effective z actual samples ( ! product adv]tis$4 ,"h are %[n diff]5t me?ods ( s5d+ samples ( dress goods1 %irt+s & clo? = o!r purposes4 ,at ! "r are "s pieces ( wood %[+ diff]5t v>ni%es & wall decorations1 & at ! bottom are v5e]s t %[ diff]5t furniture f9i%es2 ! v>i\s color$ pieces ( lea!r are likewise us$ by furniture h\ses 9 %[+ ! /yles ( uphol/]+4 ,x is ! long1 rambl+ s5t5ces t topple a lett] ov] onto ! wa/e basket toboggan4 ,b ! s5t5ce ) a climax1 work+ up int]e/ /ep by /ep1 is indisp5sable4 ,by eye te/1 by me*anical te/1 by erasure te/ & by /r5g? te/1 ,or*>d ,hill ,bond makes good its reputation z ! be/ bond on ! m>ket = comm]cial use4 ,!re is no?+ tiresome ab\t su* a s5t5ce4 ,!re is no difficulty 9 foll[+ ! writ]'s ?\ght4 99 99 99 99 99 ,,! ,,lett] ,,! ,,vehicle ,,words ,,%ort ,,saxon ,,specific ,,individual ,,phrases ,,vivid ,,natural ,,figures ,,idioms ,,s5t5ces ,,cle> ,,=ceful ,,climatic ,,poli%$ ,,p>agraphs ,,%ort ,,uni=m ,,logical ,,ord]ly ,,! ,,load ,,ideas ,,graphic ,,te*nical ,,cle> ,,complete ,,/atem5ts ,,facts ,,pro(s ,,ref]5ces ,,te/imony ,,explanations ,,specific ,,te*nical ,,cle> ,,complete ,,argum5ts ,,logical ,,climatic ,,conclusive ,,conv9c+ ,!re are two elem5ts 9 e lett]3 ! ?\ght & ! language 9 :i* t ?\ght is express$4 ,! words1 phrases1 s5t5ces & p>agraphs are ! vehicle :i* c>ries ! load--explanations1 argum5ts1 appeal4 ,nei!r c be neglect$ if ! lett] is to pull 99 99 99 99 99 ,"h is ano!r s5t5ce %[+ ! =ce to be atta9$ ?r\gh ! use ( a long s5t5ce3 ,j z ! physician may read m$ic9e1 j z ! lawy] may read law1 j s may a man n[ read bus9ess--! sci5ce ( ! game :i* enables "s m5 to succe$ :]e ho/s ( o!rs fail2 x is no long] envelop$ 9 my/]y & 9 d>kness4 ,!re is no dang] ( ! read]'s becom+ confus$ 9 ! mean+ & he is m deeply impress$ because 8 int]e/ has be5 ga9$ by ! gradual unfold+ ( ! idea back ( ! s5t5ce1 ! lead+ up to ! important ?\ght4 ,& aft] ! *oice ( words1 ! plac+ ( words & ! con/ruction ( a s5t5ce comes t o!r ess5tial elem5t ( /yle--! use ( figures ( spee*1 ! illu/rat+ ( "o's ?\ght by "s apt allusion4 ,comp>ison adds =ce by giv+ ! read] a m5tal picture ( ! unkn[n1 by sugge/ions ( simil>ity to famili> ?+s4 ,! language ( ! /reet1 our conv]sational language1 secures its color & expressiv5ess ?r\gh figures ( spee*--! clev] simile & ! apt metaphor light up a s5t5ce & lift x out ( ! commonplace4 ,don't hold y\rself d[n1 ,don't be bottl$ up1 ,don't keep y\r nose on ! gr9d/one--^! are ! =ceful figures us$ 9 ! lett]s ( a correspond5ce s*ool4 ,! mo/ ignorant boy kn[s t ! writ] did n mean to be tak5 lit]ally4 ,su* figures are great factors 9 bus9ess lett]s because !y make ! mean+ cle>4 ,"h is ! att5tion-gett+ fir/ s5t5ce ( ano!r lett]3 ,don't lull y\rself to sleep ) ! talk t well en\gh %\ld be let alone :5 practical sal>y-rais+1 pr(it-boo/+ help is )9 y\r rea*4 ,! s5t5ce is made up ( figures2 y d n lit]ally lull y\rself to sleep ) talk1 y don't really boo/ pr(its1 y don't actually rea* out & grasp ! help ! lett] (f]s4 ,! figures m]ely sugge/ ideas1 b !y are vivid4 ,a sales manag] writes to ! boys on ! road reg>d+ a conte/ or a spurt = records3 ,come on1 boys4 ,?is is ! la/ turn r\nd ! track4 ,! track 0 heavy at ! />t b if none ( y break on ! home /ret* y are b\nd to come "u ! wire ) a good record4 ,! salesman w read ?is sort ( a lett] & be inspir$ by its en?usiasm1 :5 ! lett] w\ld be giv5 no m ?an a hurri$ glance if x said :at x really means3 ,get busy6 ,keep on ! job6 ,s5d 9 m ord]s4 ,by fram+ y\r ideas 9 arti/ic figures ( spee* y br+ out _! colors1 _! l9es1 _! fulle/ mean+s--& m ?an t1 y "k y\r lett]s w be read4 ,b 9 ! attempt to add grace & attractiv5ess by "s famili> allusion1 "o mu/ n ov]look ! importance ( facts--cold1 pla9ly /at$ facts1 :i* are (t5 ! %orte/1 mo/ conv9c+ argum5t4 ,9 ! lett] ( an adv]tis+ conc]n is ?is pla9 /atem5t3 ,la/ ye> our bus9ess 0 #b1dce1hic ahead ( ! ye> be=e4 ,no figure ( spee*1 no t\* ( ! /yli/ c\ld make su* a pr(\nd impression z ?is brief1 concise /atem5t ( fact4 ,! av]age correspond5t w agree t ^! are all ess5tial elem5ts ( /yle--8 problem is practical3 h[ c he f9d ! "r words2 h[ c he le>n to put 8 proposition m cle>ly2 h[ ?9k up figures ( spee* t w light up ! ?\ght or illu/rate ! proportion4 ,to "s m5 an orig9al /yle & ! ability to write conv9c+ly is a bir?right4 ,o!rs h to dep5d less on inspiration & m on h>d "w4 ,"o man c>ries a note book 9 :i* he jots d[n1 = future use1 phrases1 words & comp>isons t he comes across :ile read+ 8 morn+ pap] on ! way d[n t[n1 :ile go+ ?r\gh 8 correspond5ce1 :ile li/5+ to call]s1 :ile talk+ ) fri5ds at lun*1 :ile att5d+ "s social affair--:]ev] he is1 8 eyes & e>s are always al]t to cat* a good phrase1 an unusual expression or a new figure ( spee*4 ,at 8 fir/ opportunity a notation is made 9 ! ev]-h&y memor&um book4 ,ano!r man sy/ematically reads articles by ,elb]t ,hubb>d1 ,alfr$ ,h5ry ,lewis1 ,samuel ,bly! & o!r writ]s ^: tr5*ant p5s repl5i% 8 /orage ) similes1 metaphors & crisp expressions4 ,! head ( a mail-ord] sales dep>tm5t ( a l>ge publi%+ h\se keeps a scrapbook 9 :i* he pa/es words1 phrases1 /rik+ s5t5ces & comp>isons clipp$ f lett]s1 adv]tisem5ts1 booklets1 circul>s1 & o!r pr9t$ matt]4 ,ea* mon? he scans ! adv]tisem5ts 9 a doz5 magaz9es & ) a blue p5cil *ecks e expression t he ?9ks may "s "t be available or (f] a sugge/ion4 ,x is b a few m9utes' "w = a girl to clip & pa/e 9 ^! passages & 8 scrapbooks are an inexhau/ible m9e ( ideas & sugge/ions4 ,ano!r man1 aft] outl9+ 8 ideas1 dictates a lett] & !n goes ov] x s5t5ce by s5t5ce & ^w by ^w4 ,) a diction>y & book ( synonyms he tries to /r5g!n ea* ^w2 he re>ranges ! words1 writes & rewrites ! s5t5ces1 elim9at+ "s1 re9=c+ o!rs & devis+ new ones until he has develop$ 8 idea ) ! precision ( an arti/ at "w on a draw+4 ,! av]age correspond5t1 h&l+ a l>ge numb] ( lett]s daily1 has little "t to develop ideas = ea* lett] 9 ?is way1 b by keep+ be=e him a li/ ( new words & phrases & figures ( spee*1 !y soon become a "p ( 8 /ock 9 trade4 ,!n !re are o!r lett]s to write--big sell+ lett]s t are to be s5t out by ! ?\s&s & lett]s t answ] s]i\s compla9ts1 lett]s t call = diplomacy1 tact1 & above all1 cle>ness & =ce4 ,on ^! important lett]s ! correspond5t c well af=d to sp5d "t & ?\ght & labor4 ,a day or sev]al days may be devot$ to "o lett]1 b ! ?\ghts t are turn$ ov]--! ideas t are consid]$1 ! s5t5ces t are writt5 & disc>d$1 ! figures t are tri$ out--are n wa/$1 b are available = future use2 & by ?is process ! writ]'s /yle is /r5g!n$4 ,he acquires cle>ness1 =ce1 simplicity & attractiv5ess--! elem5ts t w insure ! read+ ( 8 lett]s4 ,& "o ?+ t e correspond5t c d is to s5d to ! scrap-heap all ! %elf-worn words & h&-me-d[n expressions su* z1 ,we beg to ackn[l$ge1 ,we beg to /ate2 ,reply+ to y\r e/eem$ favor2 ! same2 ! a=esaid2 ,we take great pleasure 9 ackn[l$g+1 & s on4 ,!y are old1 w9d-brok51 incapable ( c>ry+ a big message4 ,& ! p>ticipial phrases %\ld be elim9at$1 su* z3 ,hop+ to he> f y2 ,tru/+ we w be favor$2 ,await+ y\r reply1 & s on1 at ! close ( ! lett]4 ,say in/ead1 ,i hope to he> f y2 or1 ,i tru/ we w receive y\r ord]2 or1 ,may we n he> f y8 ,int]e/ ! man quickly2 put snap & sp>kle 9 y\r lett]s4 ,give him cle> & concise /atem5ts or use similes & metaphors 9 y\r s5t5ces--figures ( spee* t w turn a spot-light on y\r ?\ghts4 ,pick out y\r words & put !m into _! places ) ! inf9ite c>e ( a craftsman1 b d n become artificial4 ,use e-day1 h>d-work+ words & famili> illu/rations t h ! /r5g? to c>ry y\r message )\t /umbl+ be=e !y rea* _! goal4 ,mak+ ,! ,lett] ,,hang ,,toge!r ,,"p ,,iii--,,/yle--,,mak+ ,,! ,,lett] ,,readable--,,*apt] #i ,! lett] writ] looks to words1 phrases & s5t5ces to make ! little impressions on ! read] z he goes along4 ,! lett] z a :ole also has to make a ,,s+le ,,impression--cle>-cut & unmi/akable4 ,! correspond5t mu/ use ?is comb9ation %ot-gun & rifle4 ,to get ?is s+le rifle-%ot effect a lett] has to conta9 ^? elem5ts ( /yle t ,,hold ,,x ,,toge!r2 !re mu/ be a def9ite idea beh9d ! lett]2 ! message mu/ h a unity ( ?\ght2 x mu/ be logically pres5t$2 x mu/ h a cont9uity t c>ries ! read] along )\t a break1 & a climax t works him up & closes at ! height ( 8 en?usiasm 99 99 99 99 99 ,?9k+ is n easy = anyone4 ,& x is too mu* to expect ! av]age bus9ess man to analyze a proposition 9 :i* he is n int]e/$4 ,8 ?\ghts t5d to move 9 ! c\rse ( lea/ resi/ance4 ,if y want him to buy y\r goods or pay y\r bill or hire y1 pres5t y\r argum5ts 9 a way t w require no great m5tal ex]tion on 8 "p to foll[ y4 ,a s+le idea beh9d ! lett] is ! fir/ requisite = giv+ x ! hang-toge!r quality & ! pun* t gets results4 ,! idea _c be convey$ to ! read] unless x is pres5t$ logically4 ,he won't get a s+le g5]al impression f :at y are say+ to him unless !re is unity ( ?\ght 9 ! composition4 ,he _c foll[ ! argum5t unless x has cont9uity2 sequ5ce ( ?\ght4 ,&1 f9ally no logic or /yle w "w him up to en?usiasm unless x ends ) a /rong climax4 ,^! five pr9ciples--! idea beh9d1 logic1 unity ( ?\ght1 cont9uity1 climax--are ! =ces t holds ! lett] toge!r & t gives x mom5tum4 ,because ^! pr9ciples are laid d[n 9 text books does n mean t !y are arbitr>y rules or academic !ories4 ,!y are bas$ on ! actual exp]i5ces ( m5 ev] s9ce !y began to talk & write4 ,essay or s]mon2 oration or treatise2 adv]tisem5t or lett]2 all =ms ( communication mo/ easily accompli% _! purpose ( br++ ! o!r man ar\nd to y\r way ( ?9k+1 if ^! prov$ pr9ciples ( writ+ are foll[$4 ,m]ely obs]v+ !m w n necess>ily make a lett] pull1 b violat+ !m is c]ta9 to weak5 x4 ,y _c hit a t>get ) a rifle unless y h "o %ot 9 ! b>rel4 ,! idea beh9d ! lett] is ! bullet 9 ! gun4 ,to hit y\r prospect y mu/ h a message--a s+le1 def9ite1 cle>ly-put message4 ,t is ! idea beh9d ! lett]4 ,look at ! lett] on page #fa4 ,x gets n[h]e4 ,because ! writ] did n h ?is cle>1 def9ite idea ( :at he want$ to impress ^u 8 prospect4 ,n "o read] 9 t5 w\ld h ! %all[e/ d5t made 9 8 att5tion by ?is lett]1 z he w\ld h _h if ! writ] _h />t$ out1 = in/ance1 ) "o idea ( impress+ ^u ! read] ! facilities ( 8 e/abli%m5t & ! l>ge numb] ( satisfi$ cu/om]s = :om x does "w4 ,) ?is dom9ant idea 9 m9d1 a correspond5t has got to expla9 x & argue x s logically t ! read] is conv9c$4 ,"h is a lett] f a manufactur] ( gasol9e eng9es3 ,de> ,sir3 ,i und]/& y are 9 ! m>ket = a gasol9e eng9e & z ours is ! mo/ reliable eng9e made we want to call y\r att5tion to x4 ,x has e mod]n improvem5t & we sell x on easy t]ms4 ,! inv5tor ( ?is ma*9e is 9 p]sonal *>ge ( our factory & he is con/antly mak+ little improvem5ts4 ,he w tell y j :at k9d ( an eng9e y ne$ & we w be glad to quote y prices if y w call on u or write u1 tell+ u :at y ne$4 ,hop+ to he> f y1 we are1 ,y\rs truly1 ,signature3 ,,! ,,madewell ,,eng9e ,,co4 99 99 99 99 99 ,! lett] is illogical1 disjo9t$ & lack+ 9 t dom9ant idea t c>ries conviction4 ,yet ! writ] _h mat]ial at h& = a /rong1 logical sell+ lett]4 ,to h int]e/$ ! prospect he %\ld h told some?+ specific ab\t 8 eng9e4 ,"h is ! lett]1 rewritt5 ) due reg>d to ! dem&s ( unity1 sequ5ce1 logic & climax3 ,de> ,sir3 ,a fri5d told me ye/]day t y want a gas eng9e = irrigat+1 s ,i am s5d+ y bullet9 ,b4 ,d y notice t all its p>ts are 9 pla9 view & easy to get at8 ,mr4 ,wilbur1 :o inv5t$ ?is eng9e1 _h a good _m ye>s ( practical exp]i5ce in/all+ gasol9e eng9es be=e he />t$ to manufacture 8 own1 & he kn[s :at x means to tight5 up a nut or "s o!r "p )\t hav+ to s5d to ! factory = a special man ) a special wr5* to d ! "w4 ,sp>k]s sometimes get gumm$ up4 ,to take ! ,wilbur sp>k] out y simply remove two nuts & out comes ! sp>k] complete1 & y _c get x back ! wrong way4 ,x isn't mu* ( a job to wipe ! po9t (f ) a rag1 is x8 ,& ! gov]nor6 ,j ! same type ( ?rottl+ gov]nor t is us$ on ! highe/ grade ( /eam eng9e1 all[+ y to spe$ h] up or sl[ h] d[n :ile ! eng9e is runn+4 ,t's mighty h&y4 ,few eng9es are built l ?is4 ,x co/s a good deal ( extra money b x does give a lot ( extra satisfaction4 ,no?+ %oddy ab\t ! equipm5t describ$ 9 ! bullet91 is !re8 ,no4 ,we don't make ^! supplies ourselves1 b we d wat* out & see t ! o!r fell[ gives u ! be/ 9 ! m>ket because ,,we ,,gu>antee ,,x4 ,?is s\nds v nice on pap]1 y ?9k4 ,well1 we h ov] f\r ?\s& cu/om]s 9 ,kansas4 ,mr4 ,w4 ,o4 ,clif=d1 :o lives n s f> f y1 has us$ a ,wilbur = ?ree ye>s4 ,ask him :at he has to say ab\t x4 ,!n y w want to "k j :at su* an eng9e w co/ y1 & y w be tickl$ to dea? :5 y "k h[ mu* money we c really save y4 ,i don't mean t we w furni% y ) a *eap ma*9e at a high price1 b a really high-grade ma*9e at a l[ price4 ,i await ) mu* int]e/ y\r reply tell+ u :at y want4 ,v truly y\rs1 ,signature3 ,l4 ,w4 ,hamilton 99 99 99 99 99 ,! commone/ cause ( a lack ( pun* 9 a lett] is ! temptation to get away f ! ma9 idea--unity ( ?\ght4 ,?is is :at a mail-ord] h\se writes3 ,?is is ! l>ge/ catalogue ( ! k9d ev] issu$1 x w pay y to deal ) our h\se4 ,e ma*9e is put toge!r by h& & te/$1 & we w %ip ! day y\r ord] is receiv$4 ,an exam9ation ( ! catalogue w prove our claim t we c>ry ! l>ge/ /ock ( goods 9 our l9e4 ,%\ld our goods appeal to y1 we %all be glad to add y to our li/ ( cu/om]s4 99 99 99 99 99 ,!re is nei!r unity nor logic 9 a lett] l ?is1 al?\gh !re is ! sugge/ion ( sev]al good ideas4 ,! fact t ! h\se issues ! l>ge/ catalogue ( its k9d might be s expla9$ to me t x w\ld conv9ce me t "h is ! place ,i ought to buy4 ,or1 ! fact t e ma*9e is te/$ & put toge!r by h&1 if foll[$ to a logical conclusion1 w\ld prove to me t ,i c\ld rely on ! quality ( ^! goods4 ,b :5 ! writ] doesn't /ick to "o subject = m ?an half a s5t5ce1 my att5tion w n cl+ to x & my m9d is n conv9c$ by a m]e /atem5t )\t pro(4 ,unity does n necess>ily mean t ! :ole lett] mu/ be devot$ to "o po9t4 ,a p>agraph & ev5 a s5t5ce mu/ h ?is quality ( unity z mu* z ! entire lett]4 ,& ! p>agraphs1 ea* unifi$ 9 itself1 may br+ out "o po9t aft] ano!r t w /ill all[ ! lett] to reta9 its hang-toge!r4 ,9 ! lett] quot$1 n ev5 ! individual s5t5ce reta9$ unity4 ,?is writ] might h pres5t$ all 8 po9ts & ma9ta9$ ! unity ( 8 lett]1 _h he br\ght out & simplifi$ "o po9t 9 ea* p>agraph3 ,fir/3 ,! size ( ! catalogue z an indication ( ! l>ge /ock c>ri$ by ! h\se & ! conv5i5ce af=d$ 9 buy+4 ,second3 ,! quality ( ! ma*9es2 ! c>e ex]cis$ 9 _! assembl+2 ! gu>antee ( ! te/1 & ! assurance t ?is gives ! f>-away pur*as]4 ,?ird3 ,promptness 9 fill+ ord]s2 :at ?is means to ! buy] & h[ ! h\se is organiz$ to give s]vice4 ,f\r?3 ,! desire to enroll new cu/om]s2 n bas$ solely on ! selfi% desires ( ! h\se1 b on ! idea t ! m cu/om]s !y c get1 ! bigg] ! bus9ess w gr[1 :i* w result 9 bett] facilities = ! h\se & bett] s]vice = ea* cu/om]4 ,& n[1 giv+ a unifi$ p>agraph to ea* ( ! ideas1 n elim9at+ subord9ate ?\ghts entirely1 b keep+ !m subord9ate & mak+ !m illum9ate ! c5tral ?\ght--w\ld build up a unifi$1 logical lett]4 ,9 ! arrangem5t ( ^! successive ideas & p>agraphs1 ! ?ird elem5t 9 ! =m is illu/rat$--cont9uity ( ?\ght4 ,put a jog or a j> 9 ! pa? ( y\r lett] & y take ! *ance ( break+ ! read]'s att5tion4 ,t is fatal4 ,s write a lett] t ! read] w easily &1 !re=e1 unconsci\sly & almo/ p]=ce1 foll[ f ! fir/ ^w to ! la/--!n y\r message rea*es him4 ,h[ to secure ?is cont9uity dep5ds on ! subject & on ! prospect4 ,appeal+ to ! av]age man1 association ( ?\ghts furni%es ! sure/ m$ium = cont9uity4 ,if y lead a man f "o po9t to ano!r po9t t he has be5 accu/om$ to associat+ ) ! fir/ po9t1 !n he w foll[ y )\t a break 9 8 ?\ght4 ,f ?is foll[s ! well-kn[n pr9ciple t :5 y are pres5t+ a new proposition1 />t y\r prospect's ?\ghts on a po9t t he kn[s1 :i* is relat$ to y\r proposition1 = ! transition is easie/ f a kn[n to a relat$ unkn[n4 ,an insurance company's lett] furni%es a good example ( cont9uity ( ideas & ! gradual increas+ /r5g? 9 ea* p>agraph3 ,if y h _h no sickness1 & consequ5tly1 h nev] felt ! humiliation ( call+ on /rang]s = sick b5efits--ev5 ?\gh x 7 only a tempor>y emb>rassm5t--y are a =tunate man4 ,heal? is always an unc]ta9 quantity--y h no assurance t next week or next mon? y w n be flat on y\r back--d[n & out z f> z sell+ goods is conc]n$4 ,& sickness n only means a loss ( "t b an extra exp5se 9 ! way ( hospital & doctor bills4 99 99 99 99 99 ,9 ! next p>agraph ! idea is fur!r /r5g!n$2 a new ?\ght is pres5t$ ) additional =ce3 ,if !re is "o man on e>? :o ne$s protection by insurance aga9/ sickness x is y4 ,!re are two ?\s& "o hundr$ & fifty ailm5ts cov]+ j su* diseases z y1 z a travel+ man1 expose y\rself to e day4 99 99 99 99 99 ,^! are specific facts1 !re=e decid$ly =ceful4 ,!n1 :ile int]e/ is at its height1 ano!r p>agraph pres5ts a specific (f]3 ,we w protect y at an extremely l[ annual co/4 ,we gu>antee t ! rate w n exce$ #i4jj a ye>--t's less ?an two & a half c5ts a day4 ,?9k ( x--by pay+ an am\nt s small t y w nev] miss x1 y w secure b5efits on ov] two ?\s& sicknesses--any "o ( :i* y may contract tomorr[4 99 99 99 99 99 ,"h is ! logical pres5tation ( subject matt] by p>agraphs1 lead+ up f an int]e/-gett+ g5]al /atem5t to a specific proposition4 ,break ?is cont9uity ( ideas by a space fill] or an inconsequ5tial argum5t & ! read] loses int]e/ t x w be h>d to rega94 ,make ?is ! te/ ( ea* p>agraph3 if x does n illum9ate ! c5tral ?\ght1 fit into ! argum5t at t po9t1 or add to ! int]e/ ( ! read]1 elim9ate x or br+ x into con=mity ) ! idea beh9d ! lett]4 ,& !re mu/ be an actual cont9uity ( ?\ght f p>agraph to p>agraph4 ,m]ely ins]t+ a cat*-^w or a conjunctive does n build a logical bridge4 ,! lett] f ano!r insurance ag5t might h be5 sav$ if ?is te/ _h be5 appli$1 = x 0 well writt5 except :]e ! writ] =got himself long en\gh to ins]t an irrelevant p>agraph ab\t 8 p]sonal int]e/3 ,we are desir\s ( add+ y\r "n to our roll ( memb]%ip because we believe t e man %\ld be protect$ by insurance & because we believe ?is is ! be/ policy (f]$4 ,we are endeavor+ to set a new record ?is mon? & are especially anxi\s to get y\r application "r away4 99 99 99 99 99 ,! cont9uity ( ?\ght is brok54 ,! prec$+ p>agraphs h be5 work+ up ! read]'s int]e/ 9 casualty insurance by po9t+ out ! dang]s to :i* he is expos$1 ! humiliat+ position 9 :i* x w place him & 8 family to be ! recipi5ts ( *>ity 9 case ( sickness or accid5t1 & s on4 ,!n ! writ] %ort-circuits ! read]'s int]e/ by a p>agraph ( g5]alities :i* call att5tion to 8 desire = pr(its-- ?+s 9 :i* ! prospect is n int]e/$4 ,mo/ propositions c be develop$ 9 diff]5t ways1 along diff]5t angles4 ,! problem ( ! correspond5t is to det]m9e ^u ! way t w prove easie/ = ! read] to foll[4 ,he may h 8 pa? smoo!d = him if he und]/&s h[ facts1 ideas & argum5ts w coh]e 9 ! read]'s m9d4 ,x is mu* easi] to foll[ a proposition if x is develop$ along "s def9ite *annel2 if x foll[s ! law ( cont9uity1 ! law ( simil>ity2 ( association or contra/1 or ( cause & effect4 ,"s epigrammatic ?9k] once said1 ,:5 y get ?r\gh1 /op6 ,?is applies to lett] writ+ z well z to spee*4 ,b don't /op a lett] on ! d[n grade4 ,/op aft] y h giv5 y\r h>de/ pun*4 ,?is is :at rhetoricians call ! climax4 ,a lett] con/ruct$ along ^! pr9ciples ( /yle w almo/ inevitably h a climax4 ,if !re is an idea beh9d ! lett]1 if x is c>ri$ out logically1 if ! lett] /icks to ?is "o idea1 if ! argum5t is c>ri$ along /ep by /ep1 proce$+ f ! g5]al /atem5t to ! specific1 f ! att5tion-gett+ fir/ s5t5ce to ! inducem5t1 !n y are work+ up y\r read]'s int]e/ to ! po9t :]e ) "o f9al application ( y\r entire idea to 8 own individual case1 y h accompli%$ y\r climax1 j z 0 done 9 ! re-writt5 lett] ab\t gasol9e eng9es4 ,a lett] f a firm manufactur+ a duplicat+ ma*9e />ts out by call+ att5tion to ! difficulty ! p]sonal salesm5 has 9 gett+ an audi5ce ) ! busy executive4 ,! second p>agraph %[s h[ 8 "t & y\r money is wa/$ 9 call-backs & 9 b5* w>m+ :ile ! solicitor waits = an opportunity to be he>d4 ,! ?ird p>agraph tells h[ ov]-anxi\s ! salesman is to close a sale :5 a few m9utes is grant$--& usually fails1 at lea/ ! fir/ "t4 ,! f\r? p>agraph %[s h[ ?is co/ly process ( sell+ c be r$uc$ by us+ ! mails2 !n foll[ a c\ple ( specific p>agraphs tell+ ab\t ! advantage ( ! company's ma*9e4 ,a p>agraph on ! sav+ on five ?\s& circul>s t w\ld pay = ! ma*9e br+s ! proposition home to ! read] & !n1 ) int]e/ at ! height1 ! la/ p>agraph--! climax--urges ! read] to fill out a po/ c>d to secure ! additional in=mation reg>d+ capacity1 quality ( "w & co/4 ,logic1 unity1 sequ5ce1 climax--ea* does its "p 9 c>ry+ ! load4 ,! pr9ciples ( /yle & =m 9 lett] writ+ d n rea* _! highe/ pull+ p[] z long z ! correspond5t h&les !m l /range tools4 ,! pr9ciples mu/1 ( c\rse1 fir/ be le>n$ & consci\sly appli$4 ,b to give y\r lett] ! t\* ( s9c]ity & ( spontaneity2 to give x ! grip t holds & ! hook t pulls1 ^! pr9ciples mu/ become a "p ( y\rself4 ,!y mu/ appe> 9 y\r lett]s1 n because y h consci\sly put !m 9 b because y\r ?9k+ & y\r writ+ possesses !m4 ,h[ ,to ,make ,lett]s ,,orig9al ,,"p ,,iii--,,/yle--,,mak+ ,,! ,,lett] ,,readable--,,*apt] #aj ,! av]age bus9ess lett] is ma*9e-made4 ,x is full ( "t-worn phrases1 hackney$ expressions & commonplace obs]vations t fail to jolt ! read] out ( ! rut ( ! conv5tional correspond5ce to :i* he is accu/om$3 consequ5tly x does n make an impression ^u him4 ,b occasionally a lett] comes along t gets "u ! sk91 t ,,/&s ,,out f ! re/ because x has human int]e/2 because x is orig9al 9 its /atem5ts2 because x dep>ts f ! prescrib$ hum-drum r\t9e2 because1 9 %ort1 x reflects a live1 brea?+ human be+ & n a m]e set ( rules 99 99 99 99 99 ,/udy ! lett]s ! janitor c>ries out 9 y\r wa/e-basket-- !y lack ! r$ blood ( orig9ality4 ,except = "o "h & "o !re !y are /]eotyp$1 conv5tional1 long1 un9t]e/+1 tiresome4 ,!y h no individuality2 !y are poor repres5tatives ( an al]t1 magnetic p]sonality4 ,yet !re is no leg]dema9 ab\t writ+ a good lett]2 x is nei!r a matt] ( luck nor ( g5ius4 ,putt+ 9 ! orig9ality t w make x pull is n a secret art lock$ up 9 ! m5tal /or]ooms ( a few successful writ]s2 x is purely a "q ( /udy & ! application ( def9ite pr9ciples4 ,a lawy] is successful only 9 proportion to ! und]/&+ he has ( ! law--! /udy he puts on 8 cases2 a physician's success dep5ds ^u 8 c>eful consid]ation ( e symptom & 8 k ( ! effect ( e drug or treatm5t t he may prescribe4 ,& x is no diff]5t ) correspond5ts4 ,!y _c write lett]s t w pulsate ) a vital message unless !y /udy _! proposition 9 detail1 visualize ! individuals to :om !y are writ+1 consid] ! language !y use1 ! me?od ( pres5t+ _! argum5ts1 _! inducem5ts--!re is no po9t f ! salutation to ! signature t is b5ea? consid]ation4 ,y _c write lett]s t pull )\t h>d /udy any m ?an ! doctor c cure 8 pati5ts or ! lawy] w9 8 cases )\t bra9 "w4 ,s _m lett]s are insipid because ! correspond5ts d n h "t or d n appreciate ! necessity = tak+ "t to consid] ! viewpo9t ( _! read]s or = /udy+ out new me?ods ( pres5t+ _! proposition4 ,yet ! same respect t w\ld be giv5 to a salesman may be secur$ = a lett]4 ,any "o ( f\r attitudes w secure ?is att5tion4 ,fir/ ( all1 !re may be a p]sonal t\* & an orig9ality ( ?\ght or expression t comm&s imm$iate att5tion2 9 ! second place1 "o c make use ( ! man-to-man appeal2 !n !re is ! always-=ceful1 nev]-to-be-=gott5 y elem5t2 & f9ally1 !re are news items :i* are ne>ly always int]e/-gett]s4 ,by any "o ( ^! appeals1 or bett]1 by a comb9ation ( appeals1 a lett] c be giv5 an individuality1 a vitality1 t w make x rise above ! und]bru% ( ord9>y bus9ess correspond5ce4 ,to beg9 )1 vapid words & /]eotyp$ expressions %\ld be elim9at$1 = _m a good message has become mir$ 9 /agnant language4 ,s _m correspond5ts1 look+ = ! easie/ road to travel1 fall into ! rut t has be5 worn wide & deep by ! multitudes pass+ t way4 ,! tr\ble is n ! inability ( writ]s to acquire a good /yle or express !mselves =cibly2 ! tr\ble is m5tal in]tia--too little analytical ?\ght is giv5 to ! subject matt] & too little s]i\s ef=t is made to f9d an orig9al approa*4 ,mo/ bus9ess lett]s are cold1 imp]sonal1 indiff]5t3 ,our fall catalogue :i* is s5t to y "u sep>ate cov]2 ,we take pleasure 9 advis+ y t2 ,we are confid5t t our goods w give y entire satisfaction1 & s on--hackney$ expressions )\t end--no p]sonality--no orig9ality--no vitality4 ,! correspond5t :o has le>n$ h[ to sell goods by mail uses none ( ^! run-d[n-at-!-heel expressions4 ,he int]e/s ! read] by direct1 p]sonal /atem5ts3 ,"h is ! catalogue 9 :i* y are int]e/$2 ,satisfaction8 ,absolute6 ,we gu>antee x4 ,we urge y n to keep "o ( our suits unless x is absolutely p]fect2 ,h[ did y f9d t sample ( tobacco8 ,no great m5tal ex]tion is requir$ = su* introductions1 yet !y h a p]sonal t\*1 & :ile !y might be us$ ov] & ov] aga9 !y /rike ! read] z be+ orig9al1 address$ to him p]sonally4 ,ev]yone is famili> ) ! conv5tional lett] s5t out by inve/m5t conc]ns3 ,9 response to y\r inquiry1 we take pleasure 9 s5d+ y h]e) a booklet descriptive ( ! ,:ite ,cl\d ,inve/m5t ,company4 ,cut & dri$--!re is no?+ t j>s u out ( our indiff]5ce2 no?+ to tempt u to read ! proposition t foll[s4 ,"h is a lett] t is c]ta9 to int]e/ ! read] because x approa*es him ) an orig9al idea3 ,y w receive a copy ( ! ,pacific ,coa/ ,gold ,book "u sep>ate cov]4 ,don't look = a lit]>y product because t's n its purpose4 ,its object is to give y ! actual facts & specific figures 9 ref]5ce to ! gold-m9+ indu/ry4 99 99 99 99 99 ,a correspond5ce s*ool t has got pa/ ! /age :]e x writes1 ,we beg to call att5tion to our catalogue :i* is mail$ "u sep>ate cov]1 injects orig9ality into its lett] 9 ?is way3 ,take ! booklet we h mail$ y & exam9e ! side notes on ,draw+ = ,pr(it & ,art ,tra9+ t apply to y individually & !n g back ov] !m c>efully4 99 99 99 99 99 ,! read]1 ev5 ?\gh he may h _h no?+ m ?an ! mo/ casual int]e/ is c]ta9 to f9i% t lett]4 ,"h is ! way a pap] manufactur] puts conv9c+ argum5t into 8 lett]1 mak+ x orig9al & p]sonal3 ,take ! %eet ( pap] on :i* ?is lett] is writt5 & apply to x e te/ y h ev] he>d ( = prov+ quality4 ,y w f9d x conta9s n a s+le trace ( wood pulp or fill]s b is /rong1 t\gh1 long-fib] l954 ,take y\r p5 & write a few words on x4 ,y w f9d ! po9t glides s smoo?ly t writ+ is a pleasure4 ,!n erase a ^w or two & write !m aga9--d x twice1 ?ree or f\r times--repeat$ erasures1 & /ill y w f9d ! ink does n blot or spread 9 ! lea/4 ,?is proves ! h>d body & c>efully prep>$ f9i%4 99 99 99 99 99 ,ev5 if a p]son felt sure t ?is same lett] w5t to t5-?\s& o!r m51 !re w\ld be an individuality ab\t x1 a vividness t makes ! /ronge/ k9d ( appeal4 ,9 a t[n 9 c5tral ,indiana two m]*ants suff]$ losses f fire4 ,a few days lat]1 "o s5t out ?is ann\ncem5t to 8 cu/om]s3 ,we beg to ann\nce t tempor>y qu>t]s h be5 secur$ at #daa ,ma9 ,/reet1 :]e we w be glad to see y & w endeavor to h&le y\r ord]s promptly4 99 99 99 99 99 ,! second firm wrote to its cu/om]s3 ,de> ,mr4 ,br[n3 ,yes1 x 0 a bad fire b x w n cripple ! bus9ess4 ,our bigge/ asset is n ! m]*&ise 9 ! /ore b ! good-w ( our cu/om]s--some?+ t fires _c damage4 ,our /ore does n look attractive4 ,x won't until repairs are made & new decorations are 91 b ! b>ga9s are c]ta9ly attractive--l[ prices to move ! /ock & make room = ! new goods t h be5 ord]$4 ,ev]y?+ has gone on ! b>ga9 tables2 "s ( ! goods slightly damag$ by wat]1 b _m ( ! suits h no?+ ! matt] ) !m except a little odor ( smoke t w disappe> 9 a c\ple ( days4 ,come 9 & look at ^! goods4 ,see ! orig9al price m>k--y c h !m at j "o-half ! am\nt4 ,v truly y\rs1 ,signature3 ,smi? & ,de5e #hb 99 99 99 99 99 ,"h is orig9ality2 emphasis is laid on good w 9 a way t w /r5g!n ?is asset4 ,! m]*ant put a p]sonal elem5t into ! lett]2 gave x an orig9al appeal t made x n only a clev] bit ( adv]tis+1 b proclaim$ him a live-wire bus9ess man4 ,"h is ! lett] s5t out by a /ore fixture manufactur]3 ,if "o ( y\r salesm5 %\ld d\ble 8 sales slips tomorr[ y w\ld wat* to see h[ he did x4 ,if he kept up ?is pace y w\ld be will+ to d\ble 8 wages1 w\ldn't y8 ,he w\ld d\ble 8 sales if he c\ld display all 8 goods to e cu/om]4 ,t's ! v ?+ :i* ! ,d]w9 ,display ,fixture does--x %[s all ! goods = y\r salesman1 yet y don't h to pay him a high] sal>y4 99 99 99 99 99 ,a m]*ant _c read ?is lett] )\t /opp+ to ?9k ab\t x4 ,! appeal /rikes home4 ,he may h read a hundr$ adv]tisem5ts ( ! ,d]w9 fixture1 b ?is rea*es him because ( ! orig9ality ( expression1 ! diff]5t twi/ t is giv5 to ! argum5t4 ,!re are no hackney$ expressions1 no involv$ phrases1 no unfamili> words1 no selfi% motives4 ,& !n comes ! man-to-man attitude1 ! lett] 9 :i* ! writ] w9s ! read]'s confid5ce by talk+ ab\t y & me4 ,a we/]n firm h&l+ build+ mat]ials ( all k9ds ent]$ ! mail-ord] field4 ,"o _c conceive a h>d] l9e ( goods to sell by mail1 b ?is firm has succe$$ by putt+ ?is man-to-man attitude into its lett]s3 ,if y c\ld sit at my desk = an h\r--if y might li/5 a few m9utes to ! little intimate ?+s t m5 & wom5 tell me-- _! hopes1 _! plans = ! home t w protect _! families--_! little secret s*emes to make sav$-up money /ret* out ov] ! build+ co/2 if y c\ld he> & see ^! sides ( our bus9ess y w\ld und]/& :y we give our cu/om]s m ?an m]e quality m]*&ise4 ,we plan = y & give exp]t advice along ) ! mat]ial4 99 99 99 99 99 ,!re is no?+ cold or di/ant 9 ?is lett]2 x does n flavor ( a s\lless corporation4 ,x is intimate1 x is s p]sonal t we feel we are acqua9t$ ) ! writ]4 ,we w\ld n ne$ an introduction--& :at is m1 we tru/ him1 believe 9 him4 ,make ! man feel t y & he are fri5ds4 ,write to ! av]age college or univ]sity = a catalogue & x w be s5t promptly ) a /]eotyp$ lett]3 ,we are pleas$ to comply ) y\r reque/1 & s =?4 ,b a little s*ool 9 c5tral ,i[a makes ! prospective /ud5t feel a p]sonal int]e/ 9 ! s*ool & 9 its (fic]s by ?is lett]3 ,my de> ,sir3 ,! catalogue 0 mail$ to y ?is morn+4 ,we h tri$ to make x complete & ,i believe x cov]s e important po9t4 ,b ,i wi% y c\ld talk ) me p]sonally = half an h\r--,i wi% y might g ov] our in/itution ) me t ,i might po9t out to y ! spl5did equipm5t1 ! conv5i5t arrangem5t1 ! attractive rooms1 ! ideal surr\nd+s & ! homelike places = room & bo>d4 ,won't y drop me a l9e & let me "k :at y ?9k ab\t our s*ool8 ,tell me :at c\rses y are int]e/$ 9 & let me "k if ,i _c be ( "s p]sonal assi/ance to y 9 mak+ y\r plans4 ,i hope to see y ab\t ! middle ( ,septemb] :5 our fall t]m op5s4 ,v cordially y\rs1 ,signature3 ,wallace ,e4 ,lee ,presid5t4 99 99 99 99 99 ,?is lett]1 sign$ by ! presid5t ( ! in/itution1 is a he>t-to-he>t talk t induces _m /ud5ts to att5d t s*ool 9 pref]5ce to l>g]1 bett]-equipp$ colleges4 ,a l>ge suit h\se manufactur+ wom5's g>m5ts uses ?is p>agraph 9 a lett] 9 response to a reque/ = a catalogue3 ,& n[ z y look ?r\gh ?is book we wi% we c\ld be privileg$ to sit !re ) y z y turn its pages4 ,we w\ld l to read al\d to y e ^w pr9t$ on pages #d1 #e & #f4 ,w y turn to ^? pages1 please8 ,sometimes we ?9k ! /ory told !re ( ! mak+ ( a suit is ! mo/ int]e/+ ?+ ev] writt5 ab\t clo!s--b !n1 we ?9k ,columbia suits are ! mo/ wond]ful g>m5ts 9 ! _w4 99 99 99 99 99 ,! lett] creates a feel+ ( intimacy1 ( confid5ce 9 ! writ]1 t no =mal argum5ts1 logical reasons or special inducem5ts c\ld ev] secure4 ,important z ^! two attitudes are--! p]sonal appeal & ! man-to-man appeal--!y c be /r5g!n$ manifold by mak+ use ( t o!r ess5tial1 ! y elem5t 9 lett]s4 ,! mi/ake ( s _m writ]s is t !y ?9k ( _! int]e/s 9 ! transaction r ?an ! int]e/s ( ! m5 to :om !y are writ+4 ,x is we ?is & we t4 ,yet ?is we habit is a violation ( ! fir/ rule ( bus9ess correspond5ce4 ,we are v desir\s ( receiv+ an ord] f y4 ,( c\rse2 ! read] kn[s t4 ,:y call 8 att5tion to s evid5t a fact & give emphasis to ! pr(it t y are go+ to make on ! deal8 ,to get 8 int]e/1 %[ him :]e he w ga9 ?r\gh ?is proposition--preci\s little he c>es h[ anxi\s y are to make a sale4 ,mr4 ,/ation ,ag5t-- ,bro!r ,railroad]3 ,z soon z y h told ! fell[ at ! ticket w9d[ t ! noon tra9 is due at twelve o'clock & satisfi$ ! "y lady t h] telegram w be s5t at once & ,o4,s4'd ! way freight & expla9$ to ! ,gr& ,mogul at ! o!r end ( ! wire :at delay$ 'em1 ,i'd l to *at ) y j a m9ute4 ,x's ab\t a book--to tell ! tru?1 j betwe5 y & me1 ,i don't suppose x's a bit bett] book ?an y c\ld write y\rself if y _h "t4 ,i simply wrote x because ,i'm an old railroad man & telegraph] myself & _h "t to write x4 ,! title ( ! book is ,at ,f9negan's ,cig> ,/ore1 & ! h]o ( ! f\rte5 little /ories :i* ! booklet conta9s is ,mr ,/ation ,ag5t4 ,! fir/ /ory 9 ! book1 ,h[ ,f9negan ,b\ght ,himself a ,diamond1 is wor? ! price ( t t5-c5t cig> y're smok+1 & t's all ! book w co/ y4 ,i "k y'll l x--,i lik$ x myself4 ,i'm s sure ( x ,i am enclos+ a t5-c5t co9 c>d = y to use 9 ord]+ x4 ,a dime 9 ! c>d & po/age /amp on ! lett] w br+ y ! book by fir/ mail4 ,nuff said4 #gc ,e4 ,n4 ,,ri*>dson4 ,p4 ,s4--,i am enclos+ ano!r c>d = y\r night op]ator1 if y h "o--,i'd hate to h him feel t ,i _h slight$ him4 99 99 99 99 99 ,?is lett]1 s5t out "u a "o-c5t /amp to #hj1jjj ag5ts1 pull$ #bb1jjj replies ) ! money4 ,! writ] did n address !m individually1 b he knew h[ to flag ! int]e/ ( a /ation ag5t--by work+ 9 famili> allusions he at once f\nd ! po9t ( contact & made ! lett] s p]sonal t x pull$ enorm\s results 99 99 99 99 99 ,no o!r appeal is s direct1 s effective1 z t :i* is summ$ up 9 ! words y1 y\r bus9ess1 y\r pr(its1 y\r welf>e4 ,x co/s y too mu* to sell crock]y1 b y\r sell+ exp5se c be cut d[n by utiliz+ y\r space to bett] advantage2 ,y\r easie/ pr(its are ^? y make by sav+ exp5se2 ,did y ev] figure up ! "t t is wa/$ 9 y\r mail+ dep>tm5t by seal+ & /amp+ "o lett] at a "t8-- ^! are ! lett]s t w be read ?r\gh4 ,keep be=e ! read] 8 int]e/4 ,%[ him h[ y\r proposition w\ld b5efit him4 ,?is lett] 0 s5t to lady cu/om]s by a mail-ord] h\se3 ,de> ,madam3 ,y want a dress t does n sag--t does n gr[ draggy & d[dy8 ,!n y want to make x ( ,l9ette--! new dress goods4 ,y h se5 ! beautiful new look & ri* lu/] *>m ( a high-pric$ fabric4 ,y c f9d ?is same quality 9 ,l9ette at only ?irty-n9e c5ts a y>d1 & !n--j ?9k--x w /ay 9 y\r dress ?r\gh we>+1 wa%+ & wett+1 & y w be surpris$ to see h[ easily dresses made ( x may be wa%$ & iron$ & :at long s]vice ! mat]ial w give4 ,v truly y\rs4 ,signature3 ,&]son ,&]son 99 99 99 99 99 ,9 ?is lett] !re is n ! fa9te/ sugge/ion ( ! pr(its t ! writ] hopes to make by ! sale4 ,a man is go+ to li/5 j z long z y talk ab\t him2 a woman w keep on read+ y\r lett] z long z y talk ab\t h]4 ,%\t ,y & :isp] me & y\r lett] w c>ry home1 /raight to ! he>t ( ! read]4 ,a capitaliz$ ,,y is (t5 ins]t$ 9 lett]s to give emphasis to ?is attitude4 ,"h is a lett] f a clo?+ conc]n3 ,de> ,madam1 ,rememb] ?is--:5 we make y\r suit we make x = ,,y j z mu* z if y 7 "h 9 our "w room$ &1 fur!rmore1 we gu>antee t x w fit ,,y j a p]fectly z if y b\ght x ( an individual tailor4 ,we gu>antee ?is p]fection or we w refund y\r money at once )\t "q1 & pay ! express *>ges bo? ways4 ,we h tri$ h>d to make ?is /yle-book int]e/+ & beautiful to y & full ( advantage = ,,y4 ,y\r fri5ds w ask ,:o made y\r suit8 & we want y to be pr\d t x is ,,y\r suit & t ,,we made x4 ,y\rs v truly1 ,signature3 ,adams ,adams 99 99 99 99 99 ,& !re is yet ano!r quality t is frequ5tly mo/ valuable to ! correspond5t 9 mak+ 8 lett] p]sonal4 ,x is ! elem5t ( news value4 ,news int]e/s him especially :5 x is in=mation ab\t 8 bus9ess1 8 cu/om]s1 8 t]ritory1 8 goods1 8 propositions4 ,n only does ! news int]e/ appeal to ! deal] because ( its practical value to him1 b x impresses him by y\r up-to-!-m9ut5ess & x gives a dynamic =ce to y\r lett]s4 ,tell a man a bit ( news t affects 8 pocket book & y h 8 int]e/4 ,(f] to save him money & he w li/5 to y\r e ^w1 & clev] correspond5ts 9 manufactur+ & :olesale e/abli%m5ts are always on ! al]t to f9d "s sell+ value 9 ! news ( ! day4 ,"o correspond5t f9ds 9 ! op5+ ( lake navigation an excuse = writ+ a sales lett]4 ,if ! season op5s unusually e>ly he po9ts out to ! retail] j h[ x may affect 8 bus9ess1 & if ! season op5s late he gives ?is fact a news value t makes x ( prime int]e/ to ! deal]4 ,a %ortage ( "s crop1 a dr\ght1 a ra9y season1 a /rike1 a revolution or indu/rial di/urbances 9 "s di/ant c\ntry--^! factors may h a f>-rea*+ effect on c]ta9 commodities1 & ! %rewd sales manag] makes x a po9t to tip (f ! firm's cu/om]s1 giv+ !m "s practical advance in=mation t may mean _m doll>s to !m & 8 lett] makes ! read] feel t ! h\se has 8 int]e/s at he>t4 ,ano!r news feature may be f\nd 9 "s ev5t t c be connect$ ) ! firm's product4 ,"h is ! way a manufactur] ( /ock food hit*es 8 argum5t onto a bit ( news3 ,no d\bt y h read 9 y\r f>m pap] ab\t ! ,pol& ,*9a t took fir/ prize at ! ,i[a ,/ate ,fair la/ week4 ,y w be int]e/$ to "k t ?is hog 0 rais$ & fatt5$ on ,johnson's /ock food4 99 99 99 99 99 ,?is is ! way a manufactur] ( w9d[ scre5s makes capital out ( a new product3 ,?r[ away t old1 ru/y1 /ation>y fly scre5 t y us$ la/ season4 ,y won't ne$ x any m because y c sub/itute an adju/able "o 9 its place4 ,h[ _m times :5 y twi/$ & j]k$ at ! old /ation>y scre5 did y wi% = a really conv5i5t "o8 ,! sort ( scre5 y want$ is "o :i* works on roll]s f top to bottom s t x w op5 & close z easily & conv5i5tly z ! w9d[ itself4 ,t's j ! way ! ,ideal scre5 is made4 ,x (f]s ^? advantages4 ,x 0 plac$ on ! m>ket only a few mon?s ago yet x is s practical & conv5i5t t already we h be5 compell$ to d\ble ! capacity ( our factory to h&le ! gr[+ bus9ess4 ,all ! wood "w is made to h>monize ) ! f9i% ( y\r rooms4 ,s5d ! measure ( y\r w9d[ & ! colors y want & get a scre5 absolutely free = a week's trial4 ,if y are n p]fectly satisfi$ at ! end ( t "t t x's ! mo/ conv5i5t scre5 y ev] us$1 y ne$ s5d no money b m]ely return ! scre5 at our exp5se4 ,! ,ideal scre5 is new2 x is improv$2 x is ! scre5 ( tomorr[4 ,are y look+ = t k9d8 99 99 99 99 99 ,! news elem5t may h its orig9 9 "s new feature1 "s atta*m5t or pat5t t is ( int]e/ to ! prospect4 ,a manufactur] ( furniture uses ?is approa* effectively3 ,! head ( my design+ dep>tm5t4 ,mr4 ,conrad1 has j laid on my desk a wond]ful design = some?+ entirely new 9 a d9+ room table4 ,?is propos$ table is s unique1 s new1 s diff]5t f any?+ ev] se5 be=e1 ,i am hav+ ! pr9t] /rike (f "s r\gh pro(s ( ?is design]'s draw+1 "o ( :i* ,i am s5d+ y "u sep>ate cov]4 99 99 99 99 99 ,?is lett] is manife/ly a today product4 ,x w9s att5tion because x is s up to date1 & a new article may possess ! int]e/-compell+ feature t w lead to an ord]4 ,!n !re are ! lett]s t tell ( ! pur*ase ( goods4 ,a retail] puts news value into 8 lett] :5 he writes t he has pur*as$ ! entire /ock ( ! bankrupt ,br[n ,br[n at ?irty-eight c5ts on ! doll> & t ! goods are to be plac$ on sale ! foll[+ ,monday morn+ at prices t w make x a r>e sales ev5t4 ,?is is putt+ into ! lett] news value t int]e/s ! cu/om]4 ,x is orig9al because x is some?+ t c\ld n h be5 writt5 a week be=e & _c be writt5 by anyone else4 ,!n !re are o!r elem5ts ( news ( wide int]e/--! op5+ ( a new bran* (fice1 ! increase ( facilities by ! enl>gem5t ( a factory1 ! p]fect+ ( goods by "s new process ( manufacture or ! putt+ on ! m>ket ( "s new br& or l9e4 ,^! ?+s may affect ! deal] 9 a v mat]ial way & ! news value is play$ up 9 ! mo/ conv9c+ /yle4 ,! correspond5t c be> d[n heavily on ! bett] s]vice t is provid$ or ! l>g] l9e ( commodities t is (f]$4 ,se>* ?r\gh ! catalogue ( possibilities1 & !re is no o!r talk+ po9t t x seiz$ ^u m joyfully by ! correspond5t1 = a news item1 an actual occurr5ce or "s new developm5t t enables him to write =ceful1 int]e/-impell+ lett]s1 = ! item itself is suffici5t to int]e/ ! deal] or ! consum]4 ,all t is requir$ ( ! correspond5t is to make ! mo/ ( 8 opportunity1 seize ^u ?is news elem5t & m\nt x 9 a sett+ ( argum5ts & p]suasion t w result 9 new bus9ess1 m ord]s1 great] pre/ige4 ,mak+ ,! ,=m ,lett] ,,p]sonal ,,"p ,,iii--,,/yle--,,mak+ ,,! ,,lett] ,,readable--,,*apt] #aa ,ov] ,,"o-,,half ( all ! =m lett]s s5t out are ?r[n into ! wa/e basket unop5$4 ,a b>e ,,"o-,,?ird are p>tly read & disc>d$ :ile only ,,"o-,,six? ( !m--approximately #ae p] c5t--are read ?r\gh4 ,?is wa/eful ratio is pr9cipally due to ! c>elessness or ignorance ( ! firms t s5d !m out-- ignorance ( ! little t\*es t make all ! diff]5ce betwe5 a p]sonal & a =m lett]4 ,yet an increase ( a m]e "o p] c5t 9 ! numb] ( =m lett]s t are ,,read means a diff]5ce ( hundr$s--p]haps ?\s&s ( doll>s to ! s5d]4 ,?is article is bas$ on ! exp]i5ces ( a h\se t s5ds out ov] a million =m lett]s annually 99 99 99 99 99 ,!re are ?ree ways by :i* y c deliv] a message to "o ( y\r cu/om]s3 y c see him p]sonally1 y c telegraph or telephone him1 or y c write him a lett]4 ,aft] y h deliv]$ ! message y may decide y w\ld l to deliv] ! same message to #beb o!r cu/om]s4 ,to see ea* cu/om] p]sonally1 to telegraph or telephone ea* "o1 or to write ea* a p]sonal lett]1 w\ld prove sl[ & exp5sive4 ,s y s5d ! same lett] to all y\r cu/om]s1 s9ce y wi% to tell !m all ! same /ory4 ,b y d n labori\sly write all ^! lett]s on ! typewrit]2 in/ead1 y pr9t !m on "s k9d ( duplicat+ ma*9e4 ,b x is n en\gh to pr9t ! body ( ! lett] & s5d x out1 = y "k f y\r own po9t ( view t ! av]age man does n give a proposition pres5t$ to him 9 a circul> lett]1 ! same att5tion he gives to x :5 pres5t$ by a p]sonal appeal4 ,& s little plans & s*emes are devis$ to make ! lett] look l a p]sonally dictat$ message1 n = ! purpose ( deceiv+ ! read]1 b to make y\r proposition m intimate4 ,?is =m ( pres5tation is m]ely a means to an end2 j because a lett] is duplicat$ a ?\s& times does n make ! proposition any ! less applicable to ! read]4 ,x may t\* 8 ne$s j z positively z if he 7 ! sole recipi5t4 ,! reason ! lett] t "o kn[s to be simply a circul> fails to grip 8 att5tion1 is because x fails to get close to him--x does n look p]sonal4 ,s1 if =m lett]s are to escape ! wa/e basket--if !y are to w9 ! prospect's att5tion & conv9ce him--!y mu/ h all ! e>-m>ks ( a p]sonally dictat$ communication4 ,if a proposition is wor? s5d+ out x is wor?y ( a good dress & c>eful h&l+4 ,all ! pr9ciples ( mak+ ! individual lett] a p]sonal message hold good ) ! =m lett]1 except t great] pa9s mu/ be tak5 to make ea* lett] look p]sonal4 ,no?+ %\ld be put into ! lett] to a doz5 or a ?\s& m5 t does n apply to ea* "o individually4 ,f ! me*anical /&po9t1 !re are five p>ts to a lett]3 sup]scription1 body ( ! lett]1 signature1 enclosures & envelope4 ,9 ea* ( ^! five p>ts !re are opportunities = orig9al t\*es t make lett]s m ?an m]e circul>s4 ,! sup]scription & ! way x is ins]t$ 9 a =m lett] is ! mo/ important feature 9 mak+ x p]sonal4 ,no semblance ( a regul>ly dictat$ lett] c be giv5 unless ! date1 "n & address are fill$ 91 & if ?is is n done c>efully x is f> bett] to op5 y\r lett] ) ,de> ,sir1 & ?us ackn[l$ge t x is a circul>4 ,to ! left1 & 9 exact alignm5t ) ! p>agraphs 9 ! body ( ! lett]1 %\ld appe> ! "n & address ( ! read]4 ,if ?is sup]scription appe>s a fraction ( an in* to ei!r side ( ! m>g9 ! fill-9 is evid5t4 ,! /yle ( type & ! %ade ( ! typewrit] ribbons us$ 9 fill+-9 mu/ mat* ) absolute accuracy4 ,?is is vital & yet ! mo/ common error 9 =m lett]s is imp]fect alignm5t & conspicu\sly diff]5t colors ( ink4 ,to secure an exact mat* betwe5 ! fill$-9 "n & address & ! body ( ! lett]1 x is necess>y to use ink on ! duplicat+ ma*9e :i* mat*es y\r typewrit] ribbon4 ,! ink us$ on ! duplicat+ ma*9e c be mix$ to correspond ) ! color ( ! ribbons4 ,long exp]i5ce has %[n t violet or purple %ades ( ink are be/ = =m lett]s1 = ^! colors are ! easie/ to duplicate4 ,black & blue are v difficult to h&le because ( ! great v>iety ( und]tones :i* are put into ^! inks4 ,duplicat+ ma*9es :i* pr9t ?r\gh a ribbon give v>iable %ades & ! typi/ 9 fill+ 9 mu/ wat* c>efully to see t h] typewrit] ribbons mat* ! impressions made 9 ! body ( ! lett]1 especially :]e ! =m lett]s are pr9t$ sev]al mon?s 9 advance & expos$ to *ang+ conditions4 ,9 dep>tm5ts :]e ! /5ograph]s fill 9 only a few lett]s a day1 a piece ( a fill-9 ribbon is atta*$ to ! end ( ! regul> ribbon & us$ = ?is purpose4 ,= spe$ & bett] "w1 typi/s :o d no?+ b fill 9 =m lett]s1 ov]lay _! "w--t is1 be=e "o %eet is tak5 out ( ! ma*9e ano!r is />t$ 94 ,a s*eme :i* is sl[] b gives accuracy1 is to "w backw>d on ! "n & address1 writ+ ! ,g5tlem5 or ,de> ,madam fir/1 beg9n+ flu% ) ! m>g94 ,! t[n or city is next writt51 beg9n+ on ! p>agraph or e/abli%$ m>g9 l9e & !n ! "n & ! date are fill$ 94 ,guides may be secur$ s t all %eets w be f$ into ! ma*9e at "o place1 ?us assur+ an exact m>g94 ,too mu* emphasis _c be laid on ! necessity ( do+ ?is fill-9 "w c>efully1 or n at all4 ,if lett]s are pr9t$ by means ( "s duplicat+ ma*9e :i* pr9ts ?r\gh a ribbon1 c>e mu/ be tak5 t ! fir/ run f ! fre% ribbon is fill$ 9 on ! typewrit] ) an equally fre% typewrit] ribbon4 ,lat] :5 ! ma*9e ribbon is worn1 giv+ a light] impression1 an old] ribbon is us$ on ! typewrit]s4 ,?is fill-9 "w is difficult1 & ev5 :5 done prop]ly _m firms adopt all k9ds ( little s*emes to help out ! p]sonal appe>ance4 ,sep>at+ ! sup]scription f ! body ( ! lett] s t ! imm$iate contra/ is n s great1 accompli%es ?is purpose4 ,"o famili> s*eme is to pr9t ! %ipp+ or sales t]ms ( ! company across ! lett]head s t ! fir/ p>agraph comes b5ea? ! pr9t$ matt] & ! fill$-9 sup]scription above4 ,!n if !re is a slight diff]5ce 9 %ades ( ink x is n s app>5t4 ,! same c>e mu/1 h[ev]1 be tak5 ) ! alignm5t4 ,mr4 ,l4 ,b4 ,burtis1 #ajcd ,elm ,ave41 ,rav5swood1 ,ill41 ,de> ,sir3 ,9 reply to y\r lett] ( ,july #c;d ,i take pleasure 9 enclos+ ! free book ask$ =4 ,all t ,i ask is t y read ! book-- no long] lett] is necess>y4 ,ev]y?+ ,i c\ld say to y 9 ?is lett] ab\t my *e/ is 9 my book4 ,i wrote e ^w ( x s :5 y read x1 ,i wi% y w\ld take x z a p]sonal message f me4 ,we deliv] ?is *e/ to ,rav5swood at ! price quot$ 9 ! book4 ,?is is all ,i am go+ to say4 ,:5 y h select$ ! *e/ y wi%1 simply *eck x on ! enclos$ po/ c>d1 & mail to me4 ,promptly ^u its receipt ! *e/ w g to y subject to y\r approval4 ,i %all be look+ = y\r po/ c>d4 ,v truly y\rs1 ,,old ,,engli% ,,*e/ ,,company4 99 99 99 99 99 ,new ,york1 ,july #g1 #aiaj1 ,mr4 ,l4 ,b4 ,burtis1 #ajcd ,elm ,ave41 ,rav5swood1 ,ill4 ,de> ,sir3 ,i enclose ) pleasure ! free book y ask$ = 9 y\r lett] ( ,july #crd4 ,all t ,i ask is t y read ! book--no long] lett] is necess>y4 ,ev]y?+ ,i c\ld say to y 9 ?is lett] ab\t my *e/ is 9 my book4 ,i wrote e ^w ( x s :5 y read x1 ,i wi% y w\ld take x z a p]sonal message f me4 ,?o prices quot$ y 9 ?is book include freight prepaid to ,rav5swood4 ,?is is all ,i am go+ to say4 ,:5 y h select$ ! *e/ y wi%1 simply *eck x on ! enclos$ po/ c>d1 & mail to me4 ,promptly ^u its receipt ! *e/ w g to y subject to y\r approval4 ,i %all be look+ = y\r po/ c>d4 ,v truly y\rs1 ,,old ,,engli% ,,*e/ ,,company ,signature3 ,edw>d ,br[n1 ,pres4 ,dict ,,eb-,,ers4 99 99 99 99 99 ,! wrong & "r way ( h&l+ =m lett]s4 ,9 ! fir/ lett] ! type ( ! fill-9 does n mat* & ! l9es are out ( alignm5t4 ,wide :ite space at bo? sides ( ! date ,july #c;d & ! t[n1 ,rav5swood1 calls att5tion to ! poor fill-94 ,! second lett] %[s ! same fill-ins com+ at ! end ( p>agraphs4 ,! second lett] has a date l9e1 p]sonal signature & initials ( dictator & /5ograph]--little t\*es t add to ! p]sonality ( ! lett] 99 99 99 99 99 ,a simil> s*eme is to write ! fir/ p>agraph or s5t5ce 9 r$ ink4 ,?is is a some:at exp5sive process1 h[ev]1 = ! lett] mu/ be run ?r\gh ! duplicat+ ma*9e twice & skill is requir$ to secure an exact regi/]4 ,n[ t two-color$ typewrit] ribbons are 9 su* g5]al use ! "n & address & date are pr9t$ 9 r$1 elim9at+ ! necessity ( mat*+ ! ink ( ! body ( ! lett]4 ,?is is an effective att5tion-gett]1 b unless c>efully pr9t$ ! imp]sonality is app>5t4 ,9 c]ta9 k9ds ( communications :]e ! m =mal cu/oms ( social correspond5ce are sometimes employ$1 ! lett] is (t5 op5$ ) ! salutation1 ,my de> ,sir4 ,! full "n & address is !n writt5 9 ! l[] left corn]1 9 alignm5t ) ! p>agraphs ( ! body ( ! lett]4 ,"s bus9esses1 pres5t+ a proposition to a limit$ numb] ( p]sons1 write ! entire fir/ p>agraph4 ,x is usually %ort & ( c\rse %\ld be made po9t$ly p]sonal4 ,typ+ ! "n & address onto ! =m lett] is ano!r famili> s*eme to make x m p]sonal4 ,use ( a body fill-9 is always effective4 ,b ! "r way to d ?is is to phrase ! lett] s t ! "n1 or date1 or ^w1 to be ins]t$1 comes at ! beg9n+ or end ( ! p>agraph1 pref]ably at ! end4 ,o!rwise ! fill-9 may be too %ort = ! space all[$ & ! result is f>cical4 ,"h is an all too common mi/ake3 ,y may be sure1 ,mr4 ,hall1 t ?is ma*9e is j z repres5t$4 99 99 99 99 99 ,! advantage ( hav+ ! fill-9 at ! end ( ! p>agraph is because names v>y s mu* 9 l5g? t !y seldom j fill ! space t is left & :5 !re is a long blank space1 z 9 ! s5t5ce giv5 above1 ! s*eme is any?+ b effective4 ,a manufactur] ( automobiles1 writ+ old cu/om]s :o might wi% to ex*ange _! ma*9es = new] models1 add$ a real p]sonal t\* by fill+ 9 ! s]ial numb] ( ea* ma*9e at ! end ( a l9e4 ,ano!r individual t\* 0 add$ 9 ?is way3 ,y w be int]e/$ to "k t we h rec5tly sold "o ( our ma*9es to a ne> neighbor ( y\rs1 ,mr4 ,h5ry ,c4 ,smi? ( ,rock ,creek4 99 99 99 99 99 ,?is s5t5ce 0 s phras$ t ! neighbor's "n came at ! end ( a l9e & c\ld be easily fill$ 94 ,a furniture manufactur] works 9 a p]sonal t\* by clos+ a p>agraph ( 8 lett] ) ?is s5t5ce3 ,y c f9d our lib]al (f] to %ip freight pre-paid to ,rog]s ,p>k on page #c ( ! catalogue4 99 99 99 99 99 ,! "n ( ! t[n & page numb] ( ! catalogue came at ! end ( ! s5t5ce4 ,ano!r manufactur] op5$ 8 lett] ) ?is s5t5ce3 ,on ,april #b1 we receiv$ y\r inquiry4 ,9 ?is case1 ,on ,april #b1 0 fill$ 9 at ! beg9n+ ( ! s5t5ce4 ,bo? s*emes give ! "o-man attitude4 ,a p]sonal t\* 9 ! body ( ! lett] indicates an individual communication--z x really is4 ,!re are f\r ways = mak+ ! body ( ! lett] look l a regul>ly typewritt5 message3 x may be typewritt51 pr9t$ on a pr9t+ press1 pr9t$ ?r\gh a ribbon or pr9t$ by means ( a /5cil$ wax$ pap]4 ,firms s5d+ out only a few =m lett]s typewrite !m s t no ef=t is necess>y to give an individual t\*4 ,b ! lett] pr9t$ f typewrit] type by means ( an ord9>y pr9t+ press is obvi\sly no?+ m ?an an ord9>y circul>4 ,fill+ 9 ! "n & address by a typewrit] is absolutely useless4 ,x is usually advisable to pr9t =m lett]s by means ( "s duplicat+ process :i* pr9ts ?r\gh a ribbon4 ,:]e a /5cil is us$1 ! wax$ pap] is put 9 ! typewrit] & ! lett] is writt5 on x )\t a ribbon4 ,"h ! /5cil$ lett] replaces ! usual type1 & ! impression secur$ c seldom be detect$ f a typewritt5 lett]4 ,a /5cil c be made m quickly ?an type = ! same lett] c be set4 ,!n ! exact t\* ( ! typi/ is reproduc$ on ! duplicat$ lett]s ?r\gh ! /5cil4 ,no /5ograph] c write a lett] )\t mak+ "s words heavi] ?an o!rs1 ! di/ribution ( ! ink is n ! same ?r\gh\t1 s absolute uni=mity 9 ! pr9t$ lett] is n advisable4 ,9 pr9t+ ! body ( ! lett] select "s process :i* gives ! appe>ance ( typewrit+ & !n mat* ! fill-94 ,"o m]*ant secur$ an effective mat*+ ( fill-9 & body by pr9t+ ! =m ) a poorly-ink$ ribbon on ! duplicat+ ma*9e & !n fill+ 9 ! "n & address ) a typewrit] ribbon t _h be5 well us$4 ,:ile ! g5]al appe>ance ( ! lett] 0 m>r$ by ?is s*eme1 ! impression 0 t ( a lett] writt5 on a poor typewrit] & x 0 effective4 ,! bus9ess man1 ! cl]k & ! f>m]--ev]yone visit$ by ! po/man--is becom+ m & m famili> ) lett]s4 ,! day has pass$ :5 anyone is deceiv$ by a c>elessly h&l$ =m lett]4 ,unless a firm feels ju/ifi$ 9 sp5d+ ! "t & money to fill 9 ! lett] v c>efully1 x is mu* bett] to s5d x out frankly z a circul>4 ,nor is ?is always a weakness1 = a clev] t\* c be add$ t introduces ! p]sonal elem5ts4 ,"o mail-ord] h\se s5t out a l>ge mail+ ) ?is typewritt5 notice 9 ! upp] left corn] ( ! lett]head3 ,y mu/ p>don me = n fill+ 9 y\r "n & address at ! beg9n+ ( ?is lett]1 b ! tru? is ,i mu/ get (f fifty ?\s& lett]s tonight1 & ,i h n ! necess>y /5ographic =ce to fill 9 ! "n & address on ea* individual lett]4 99 99 99 99 99 ,9 spite ( ! fact t ea* man 0 frankly told t #di1iii o!r p]sons 7 receiv+ ! same lett]1 ! appeal 0 z p]sonal z an individual message4 ,ano!r writ] op5$ 8 communication 9 ?is way3 ,?is lett] is to ,,y4 & x is j z p]sonal z ,if ,i _h sat d[n & p\nd$ x (f on ! typewrit] myself1 & ,i am sure t y1 z a bus9ess man1 appreciate t ?is is a p]sonal message to y1 ev5 if ,i am writ+ a hundr$ ?\s& o!rs at ! same "t4 99 99 99 99 99 ,?is lett] /ruck a popul> & responsive *ord1 = ea* read] took x to himself z a frank1 hone/ appeal1 f a frank1 hone/ bus9ess man4 ,x 0 a direct p]sonal communication because ea* read] felt t al?\gh x 0 duplicat$ a ?\s& times x nev]!less conta9$ a live message4 ,b ! c>e t "s writ]s take to make ! =m lett] look p]sonal1 is ! v ?+ t kills x4 ,!y make ! lett] too p]fect4 ,to avoid ?is result1 leave an imp]fect ^w1 "h & !re1 ?r\gh\t ! body ( ! lett]4 ,wat* ! sett+ up ( ! type to be sure ! l9es are n spac$ out l a pr9t$ page4 ,_m correspond5ts imitate ! common mi/akes ( ! typewritt5 lett] f ! me*anical /&po9t & 9 ! language4 ,"t sp5t 9 correct+ ^! errors ) p5 & ink is usually consid]$ a pay+ inve/m5t4 ,! tympan ( ! duplicat+ ma*9e is sometimes made unev5 s t ! impression ( a typewrit] is /ill fur!r c>ri$ out4 ,"s duplicat+ ma*9es adv]tise t _! type pr9t loose = ?is v purpose4 ,a favorite s*eme ) firms :]e lett] presses are us$ is to blur ! lett] slightly aft] x has be5 fill$ 9 & sign$4 ,a ^w ,,xxx'd out z by a typewrit] l5ds an impression ( ! p]sonal message1 z does also ! wrong spell+ ( a ^w1 correct$ by p5 & ink4 ,b fully z vital to ! individuality ( ! lett] is ! mann] 9 :i* x is clos$4 ,! signature ( ! =m lett] is a subject t des]ves z c>eful consid]ation z ! sup]scription & ! body ( ! lett]4 ,! actual typewritt5 lett] to ,h5ry ,br[n is sign$ ) p5 & ink4 ,ev5 :]e ! "n ( ! company also appe>s at ! end ( ! lett]1 ! p]sonal signature 9 ink is desirable4 ,& :5 y write all ! ,h5ry ,br[ns on y\r mail+ li/1 y %\ld apply ! p5-&-ink signature to e lett]4 ,t is ! only effective way4 ,x is n s ess5tial t ! signature %\ld be appli$ by ! writ] p]sonally4 ,(t5 a girl writes ! signature1 sav+ ! "t ( a busy dep>tm5t head4 ,_m firms use a rubb] facsimile /amp = apply+ ! signature1 b x is n z effective1 = x is seldom t ! /amp$ "n does n /& out z a me*anical signature4 ,"o conc]n adds ! "n ( ! company at ! bottom ( ! lett] & has a cl]k m>k initials und]nea? ) p5 & ink4 ,! =m lett] has a heavy load :i* c>ries a r[ ( hi]oglyphics at ! bottom ( ! page--! ,x-,y-,z1 ! #d1 #h1 #f1 ! ,dictat$ ,,wml-,,or & ! tw5ty & "o o!r key numb]s & symbols common to ! =m lett]s ( _m h\ses4 ,:5 a man receives su* a lett]1 he is impress$ by ! mass ( tangl$ me*anical op]ations ! message has und]gone2 on its face he has ! /ory ( its me*anical make-up & its virility is lo/1 absolutely4 ,!n consid] ! v>i\s notes1 /amp$ 9 a frankly me*anical mann] at ! bottom ( ! lett]1 su* z1 ,dictat$1 b n read1 ,sign$ 9 ! abs5ce ( ,mr4 ,s-&-,s4 ,to ! av]age man :o f9ds "o ( ^! notes on ! lett]1 !re is ! impression ( a slap 9 ! face4 ,he does n l to be rem9d$ t he may conv]se ) ! /5ograph] 9 ! abs5ce ( ! presid5t4 ,:5 a lett] says ,n read he feels t ! message 0 n ( suffici5t importance to w>rant ! p]sonal att5tion ( ! writ]4 ,elim9ate all su* notes f ! =m lett]4 ,sometimes a po/script may sugge/ a note ( p]sonality4 ,= in/ance1 "o firm writes und]nea? ! signature3 ,i want y to look especially at ! new model on page #cg ( ! catalogue4 ,?is is effective if done ) p5 & ink1 b if pr9t$ or /amp$1 x gives no additional tone ( individuality to ! lett]4 ,"o manufactur] _h a po/script writt5 on an extra slip ( pap] :i* he pa/$ to ! corn] ( ! %eet4 ,ano!r conc]n writes out on a piece ( :ite pap] ! blue-p5cil$ po/script3 ,i'll s5d y ?is ?ree-tool g>d5 kit free 7express prepaid7 if y\r ord] = ! pat5t roll] rea*es me be=e ! #e?4 ,?is is made into a z9c et*+ & pr9t$ 9 blue s p]fectly t ! po/script appe>s to h be5 appli$ ) a blue p5cil4 ,/ill ano!r po/script s*eme is to write ! =m lett] s t x j fills ! fir/ page1 !n to dictate & sign a p>agraph = a second page--a mo/ effective plan4 ,!n y mu/ consid] ! enclosure t (t5 goes ) ! lett]4 ,?is frequ5tly /amps x a circul>4 ,if y are (f]+ a special disc\nt or introductory sale price1 = in/ance1 x w\ld be ridicul\s to say 9 y\r lett]1 ,?is is a special price ,i am quot+ to y1 :5 ! read] f9ds ! same price pr9t$ on ! circul>4 ,pr9t ! regul> price1 & !n blot out ! figures ) a rubb] /amp & ins]t ! special price ) p5 & ink1 or ) a /amp4 ,if y (f] a special disc\nt x is be/ to say s frankly3 ,i am mak+ ?is special disc\nt to a select$ li/ ( a few ( our old fri5ds4 ,& 9 ord] t y may be sure ( ?is disc\nt ,i am enclos+ ! disc\nt c>d :i* w entitle y to ! special prices4 99 99 99 99 99 ,illu/ration3 ,a s]ies ( lett]heads t illu/rate v>i\s uses ( ! product & s n only v>y ! appe>ance ( successive lett]s b af=d good adv]tis+4 ,illu/ration3 ,= diff]5t dep>tm5ts1 to h&le diff]5t classes ( correspond5ce or simply to v>y _! foll[-up1 v>y+ lett]heads are us$4 99 99 99 99 99 ,! disc\nt c>d %\ld be fill$-9 ) ! "n ( ! p]son writt5 & /amp$ ) a s]ial numb]+ ma*9e4 ,! date ! special (f] expires %\ld also be /amp$ on ! circul>4 ,9 mak+ a special (f] to a limit$ numb] ( p]sons1 ! enclosure describ+ x & ! return ord] blank %\ld n be too elaborate or c>efully prep>$4 ,x is m effective to make !m inexp5sive & give a c>eless appe>ance4 ,aim to c>ry ! impression t ) a hundr$ or s y c\ld n af=d to d x bett]4 ,d n let an opportunity pass to give ! enclosure ! same p]sonal t\* t y aim at 9 ! lett]4 ,"s h\ses ev5 sign ! read]'s "n to ! c>d4 ,a p5cil or p5 m>k ov] "s p>ticul> feature ( ! enclosure is ano!r way to sugge/ p]sonal att5tion4 ,ref] to ! enclosure 9 a way t indicates individual att5tion4 ,a correspond5ce s*ool takes (f ! weight ( ! ov]load ( enclosures by ins]t+ ?is p>agraph3 ,s 9 ord] t y may prop]ly und]/& our proposition ,i am enclos+ ^! circul>s & application blanks4 ,x is impossible to tell "o :ole /ory 9 a s+le lett]1 or ev5 a s]ies ( lett]s4 ,to make !m p]fectly pla9 ,i h ask$ my /5ograph] to numb] !m ) a p51 & ,i w ref] to !m 9 ?is lett] 9 t ord]4 99 99 99 99 99 ,a manufactur] :o has succe$$ 9 ! mail-ord] bus9ess turns d[n a page 9 8 catalogue1 & ref]s to x 9 ?is way3 ,i h turn$ d[n ! corn] ( a page--#ci--;9 my catalogue t ,i p>ticul>ly want y to read4 ,on ?is page y w f9d pictur$ & describ$ ! be/ value 9 a s+le-seat$ c>riage ev] (f]$ to ! public4 ,turn to ?is page n[ & see if y c af=d n to inve/igate ?is proposition fur!r4 99 99 99 99 99 ,a successful campaign prep>$ by a :olesale h\se consi/$ simply ( a lett] & a *eap-look+ yell[ circul>1 across ! top ( :i* _h be5 pr9t$ ) a typewrit] duplicat+ ma*9e ?is head+3 ,!re is no "t to prep>e an elaborate circul>--! "t limit set on ?is (f] is too %ort4 99 99 99 99 99 ,?is idea 0 fur!r /r5g!n$ by additional typewritt5 notes on ! top & sides ( ! circul>4 ,! special (f] & ord] blank appe>$ 9 typewrit] type on ! back ( ! circul>4 ,ano!r s*eme :i* pull$ results = a tailor 0 ?is typewritt5 po/script3 ,! enclos$ is a circul> lett]4 ,if ,i s5t x to y )\t ?is p]sonal note1 ,i fe> y w\ld be too busy to give x ! att5tion x des]ves4 ,s ,i ask y n[--9 ju/ice to y\r int]e/s--to read ?is circul> z c>efully z if ,i _h put ! :ole ?+ 9 a p]sonal lett] to y4 99 99 99 99 99 ,x is an easy matt] to enclose a few typewritt5 names1 s a pap] manufactur] says 9 8 answ] to an inquiry3 ,i'm s5d+ y a li/ ( ! pr9t]s 9 y\r imm$iate vic9ity f :om y c secure our bond pap]s4 99 99 99 99 99 ,a l& conc]n ref]s to an enclos$ li/ 9 ?is way3 ,s y c inve/igate = y\rself j :at our proposition w d = y1 ,i am hav+ my /5ograph] make up a li/ ( a few pur*as]s 9 y\r vic9ity f :om y c secure fir/ h& facts4 99 99 99 99 99 ,ano!r conc]n typewrites ! note ,p]sonal ,matt] on ! enclos$ return envelope to give add$ individuality to x4 ,?us ! return envelope contributes to ! g5]al impression ( ! "o-man message4 ,b :e!r x is ! sup]scription1 ! body ( ! lett]1 ! clos+ or ! enclosure1 !re is "o g5]al pr9ciple t mu/ be foll[$3 fir/ consid] h[ y w\ld h&le ! individual lett]1 !n make ! =m lett] simil>4 ,make ! =m lett] talk z ?\gh x 7 int5d$ = "o man4 ,keep ?is rule 9 m9d & y\r =m lett]s w pull4 ,mak+ ,lett]heads & ,envelopes ,,di/9ctive ,,"p ,,iv--,,! ,,dress ,,( ,a ,,bus9ess ,,lett]--,,*apt] #ab ,! dress ( a bus9ess lett] reflects ! "* & ! /&+ ( a h\se no less ?an ! dress ( its p]sonal repres5tative4 ,! quality ( ! pap]1 ! k9d ( pr9t+ or engrav+1 ! me*anical make-up--all ^! ?+s contribute to ! ,,impression a lett] makes ^u ! recipi5t ev5 ,,be=e ,,! ,,message ,,is ,,read4 ,_m lett]s come to no?+ because _! dress is unattractive1 *eap1 slov5ly2 & s progressive bus9ess m5 are le>n+ to select _! /ation]y ) c>e to insure = x bo? tone & dignity4 ,! k9d ( pap] to select--! size1 ! t9t & ! quality--is describ$ & expla9$ 9 ! foll[+ *apt] 99 99 99 99 99 ,! fir/ impression creat$ by a bus9ess lett] is bas$ ^u its outw>d appe>ance--^u its me*anical make-up1 ! quality ( its pap]1 ! grade ( its pr9t+ or engrav+2 ^u ! sup]ficial qualities t are app>5t at a glance4 ,! ext]nals d n necess>ily reflect ! quality ( ! message )9 ! lett]4 ,b ! exp]i5c$ bus9ess man1 :o is tra9$ to make 8 e/imate quickly1 gets an impression ( "s k9d--good1 bad or indiff]5t--( e lett] t comes be=e him1 ev5 be=e a ^w ( t lett] is read4 ,9 o!r words1 ! g5]al appe>ance ( ! lett] is ! fir/ appeal t x makes to ! av]age man4 ,! ne>] t appe>ance con=ms to ! appe>ance ( ! lett]s f reputable conc]ns ) :i* he is famili>1 ! m favorably he is impress$ ) x4 ,! f>!r its appe>ance dep>ts f ! e/abli%$ & approv$ /&>ds1 ! m =cibly w t lett] =ce itself ^u 8 att5tion4 ,b :e!r ! recipi5t is favorably or unfavorably impress$ by ?is prom95ce dep5ds ^u ! skill & +5uity ) :i* ! lett] is made up me*anically4 ,g5]ally speak+1 bus9ess correspond5ce pap] may be classifi$ z foll[s3 ,fir/3 ,! conv5tional /ation]y1 t con=ms to ! e/abli%$ rules & ! pr9cipal v>iation ( :i* is 9 ! quality ( its pap] & pr9t+4 ,second3 ,! individuali/ic /ation]y1 t dep>ts f ! usual /yles & is good to ! ext5t t x meets ! unusual requirem5ts = :i* x is design$4 ,?ird3 ,! ecc5tric /ation]y1 :i* is usually m]ely a fanciful violation ( ! conv5tions = ! purpose ( be+ conspicu\s4 ,( ^! ?ree types ( bus9ess /ation]y1 ! fir/ is ess5tially practical & sane2 ! second is =ceful if x does n violate ! fundam5tal rules ( color & design1 & if x has a peculi>ly apt application2 :ile ! ?ird is almo/ inv>iably 9 z poor ta/e z ecc5tricity 9 dress4 ,! fir/ consid]ation 9 ! prep>ation ( bus9ess /ation]y is ! pap]1 or /ock4 ,! quality ( ?is /ock1 l ! quality ( mat]ial ( a suit ( clo!s1 l>gely det]m9es ! ta/e1 if n ! res\rces ( ! own]4 ,important messages may be writt5 on *eap /ation]y2 big m5 ) big plans are sometimes clad 9 %oddy g>m5ts4 ,b n9ety-n9e out ( a hundr$ are n1 & ! hundr$? man1 :o does n con=m to ! accept$ ord] ( ?+s1 is tak+ an unnecess>y bus9ess risk ( be+ wrongly classifi$4 ,aft] a man has deliv]$ 8 message1 ! quality ( 8 clo!s is n an important item4 ,aft] a lett] has be5 read1 ! quality ( its pap] is insignificant4 ,b z ! man is se5 be=e he is he>d1 & ! lett] be=e x is read1 x is good bus9ess to make bo? dress & /ation]y con=m to approv$ /yles4 ,= in/ance1 ! av]age f9ancial in/itution1 su* z a bank or tru/ company1 takes e precaution to create an impression ( /r5g? & security4 ,! heavy ar*itecture ( its build+1 ! massive /eel b>s1 its uni=m$ att5dants ! ri*ness ( its furni%+s1 all t5d to insure a s5se ( reliability4 ,does x use *eap /ation]y8 ,on ! contr>y1 x uses ri*1 heavy bond4 ,! quality ( its pap] con=ms to ! dignity & weal? ( ! in/itution2 inde$1 s long has ! public be5 tra9$ to expect good lett] pap] f su* conc]ns t x w\ld be apt to mi/ru/1 p]haps unconsci\sly1 ! h\se t resort$ to *eap grades ( /ation]y :i* is almo/ inv>iably associat$ ) *eap conc]ns or ) m]e =m lett]s issu$ 9 l>ge quantities4 ,/ation]y %\ld be repres5tative ( ! bus9ess f :i* x comes4 ,! impression creat$ by a well-dress$ man1 z well z ( a well-dress$ lett]1 is seldom analyz$2 ! fir/ glance is g5]ally suffici5t to e/abli% t impression4 ,a lett] solicit+ an inve/m5t ( money1 if pr9t$ on *eap /ock1 may create su* a tawdry impression z to be disc>d$ in/antly by ! av]age bus9ess man1 al?\gh ! lett] may come f an entirely reliable h\se & conta9 an excell5t bus9ess proposition on good1 sub/antial pap]4 ,= ?is reason1 ! lett] t dep>ts f ! usual /&>ds mu/ assume unnecess>y risks ( be+ ?r[n away unread4 ,to discrim9ate at a glance betwe5 important & inconsequ5tial bus9ess lett]s1 is :at mo/ m5 h be5 tra9$ to d4 ,x is n exagg]ation to claim t ! success ( _m bus9ess lett]s (t5 dep5ds ^u ! pap]4 ,! diff]5ce betwe5 ! lett] ( an obscure c\ntry m]*ant or lawy]1 & t ( 8 well-kn[n correspond5t 9 ! city1 lies (t5 9 its me*anical appe>ance4 ,! "o1 :o is n tra9$ to obs]ve :at he consid]s trifl+ items1 uses pap] t is *eap & easily available2 ! o!r1 exp]i5c$ 9 ! details t t5d to increase ! dignity ( ! h\se1 selects 8 /ation]y ) c>e f a wid] assortm5t4 ,n9ety-n9e times out ( a hundr$ ! two lett]s may be id5tifi$ at a di/ance4 ,! message ( "o lett] may be j z important z ! o!r2 b "o is prop]ly & ! o!r is improp]ly clo!d4 ,:at ! firm ?9ks ab\t bus9ess /ation]y is n s important z :at ! recipi5ts ?9k4 ,d n buy good /ock because x pleases ! h\se1 b because x influ5ces ! man to :om ! h\se writes4 ,fir/ impressions are usually /ronge/ & ! fir/ impression produc$ by a lett] comes f ! pap] ^u :i* x is writt54 ,"s m5 seem to feel sup]ior to creat+ a good impression4 ,!y d n want to /oop s l[ z to g to ! be/ hotel4 ,!y w n buy a hat or an umbrella t c help !m get bus9ess4 ,_! g5]al idea is to bang _! way into ! m>ket & succe$ 9 _! %irt sleeves1 z x 71 & on ! /r5g? ( ! goods4 ,( c\rse1 if a man has "t to succe$ 9 8 %irt sleeves1 !re is no objection to x4 ,! idea ( hav+ z "o's address ! be/ hotel1 or 9 writ+ "o's bus9ess on ! be/ pap]1 is n t a man c\ld n succe$ 9 8 %irt sleeves1 if he set out to1 b t he has n "t4 ,he gets little ?+s out ( ! way & proce$s to bus9ess4 ,! quality ( ! pap] mu/ be l>gely influ5c$ by ! purpose1 z well z by ! quantity ( ! lett]s to be writt54 ,a firm t s5ds out hundr$s ( ?\s&s ( =m lett]s to sell a small retail article 9 ! rural di/ricts1 w n use an exp5sive /ock2 x w use a *eap] quality ( pap]4 ,if ! =m lett] goes to bus9ess or pr(essional m5 9 ! city1 ! quality ( ! pap] w be det]m9$ accord+ly4 ,9 e in/ance1 /ock %\ld be select$ :i* w meet ! expectations ( ! recipi5t4 ,! fact t ! recipi5t kn[s a =m lett] z su*1 l>gely nullifies its influ5ce4 ,a bus9ess man :o s5ds out a l>ge numb] ( =m lett]s a ye> claims t :5 he gets a reply beg9n+1 ,9 response to y\r =m lett]1 he kn[s t ! effect ( t lett] is absolutely lo/ on a l>ge p]c5tage ( ?is li/ :o seldom or nev] bo!r to read su* communications4 ,& "o ( ! di/+ui%+ m>ks ( su* a lett] is ! poor quality ( its pap]4 ,diff]5t grades ( /ation]y may be us$ = ! v>i\s dep>tm5ts4 ,= int]-h\se or int]-dep>tm5t correspond5ce1 an inexp5sive pap] is desirable4 ,= _m purposes1 inde$1 a l[-pric$ /ock is entirely p]missible4 ,b ! high] ! quality ( pap]1 ! m exclusive & p]sonal t lett] becomes1 until1 9 ! cases ( executive heads ( corporations1 ! /ock us$ is ( ! be/4 ,"o well-kn[n corporation regul>ly uses six diff]5t grades ( pap] = its lett]s2 "o grade is engrav$ ^u a ?9 bond ( excell5t quality & us$ by ! presid5t ( ! company :5 writ+ 9 8 (ficial capacity2 ano!r grade is engrav$ ^u a good quality ( l95 pap] & is us$ by ! o!r (fic]s1 sales manag]s & heads ( (fice dep>tm5ts :5 writ+ (ficial lett]s to outside p>ties2 :5 writ+ to (fic]s or employees ( _! own conc]n1 ! same lett]head1 li?ograph$ on a less exp5sive grade ( pap]1 is us$2 ,a f\r? grade ( bond pap] is us$ by (fic]s & dep>tm5t heads = _! semi-(ficial correspond5ce4 ,! six? grade is us$ only = p]sonal lett]s ( a social nature2 x is ( a high quality ( l95 /ock1 t9t$4 ,?us1 ! size1 %ape & quality ( ! pap] & lett]head 9 ea* in/ance is made to con=m to ! be/ bus9ess & social usages4 ,= bus9ess correspond5ce1 cu/om all[s b little leeway 9 ! *oice ( pap]4 ,= pr9t %ops1 adv]tis+ conc]ns1 ink manufactur]s1 engrav]s1 or pap] manufactur]s1 /ation]y (f]s an opportunity to exploit _! ta/e or products 9 an effective & legitimate mann]4 ,= mo/ h\ses1 h[ev]1 a pla9 bond1 l951 or ! vellums & h&-made pap]s t are com+ into favor1 furni% ! be/ lett] pap]4 ,colors on correspond5ce pap] are seldom us$ to good effect2 ! results are frequ5tly gl>+ & *eap4 ,:5 9 d\bt z to :at t9t to use 9 ! pap] /ock1 use :ite1 :i* is always 9 good ta/e4 ,t9t$ /ock is occasionally us$ to good advantage z a firm color4 ,9 su* cases all ! correspond5ce ( t h\se has a uni=m t9t1 :i* ?us acquires an adv]tis+ value 9 attract+ att5tion to itself among a mass ( o!r lett]s4 ,aside f ?is occasional & (t5 d\btful adv]tis+ value1 t9t$ /ock t5ds t[>d ! ecc5tric except 9 ! cases ( pap] deal]s1 publi%]s1 or pr9t]s :o h a purpose 9 display+ typographical effects4 ,_m conc]ns use pap] ( v>i\s t9ts1 ea* ( :i* id5tifies ! p>ticul> dep>tm5t f :i* x comes4 ,?us1 :ite pap] may m>k ! lett]s f ! executive dep>tm5t1 blue f ! sell+ dep>tm5t1 & br[n f ! manufactur+ dep>tm5t4 ,b1 ev5 9 su* cases1 ! colors are us$ ord9>ily only = int]-h\se or int]-dep>tm5t communications4 ,! %eet %\ld be ( /&>d size2 t is ! lett] %eet %\ld be fold$ to fit exactly into ! envelope t is us$4 ,only su* pap] /ock %\ld be select$ z c hold ink readily4 ,nev] select a /ock t is n entirely s]viceable on a typewrit+ ma*9e4 ,nev] sacrifice ! practical to ! ecc5tric 9 bus9ess /ation]y4 ,an inf]ior quality ( /ation]y is sometimes accept$ by ! %rewd obs]v] ei!r z a delib]ate act to economize or z an indication ( poor ta/e or indiff]5ce4 ,a man :o gets an e/imate1 = example1 writt5 on *eap pap]1 may be l$ to believe t ! man :o skimps on lett] pap] is apt to skimp on 8 "w4 ,s long z ! pap] repres5ts ! s5d]1 j s long w ! s5d] be judg$ by x4 ,f a semi-bus9ess or social /&po9t1 /ation]y (t5 plays an important role2 _m in/ances are record$ :]e a man's private note pap] has be5 ! means ( elim9at+ 8 "n f select1 social li/s4 ,! lady :o1 9 writ+ to an employm5t (fice = a butl]1 us$ h] private /ation]y ) ! rem>k1 t is "o m way ( giv+ !m to und]/& :at sort ( a butl] ,i want1 knew ! effect produc$ by prop] lett] pap]4 ,9 o!r words1 ! /ation]y ( a bus9ess h\se--! size1 ! proportions1 ! t9t1 ! quality ( its correspond5ce-pap]-- (f]s ! fir/ ( ! sev]al opportunities = ! correspond5t to put ! recipi5t into a receptive /ate ( m9d t[>d ! communication4 ,x is an item t ! %rewd correspond5t does n ignore1 because x (f]s him an opportunity--& ! fir/ opportunity--to score4 ,! ,typographical ,make-,up ,( ,,bus9ess ,,lett]s ,,"p ,,iv--,,! ,,dress ,,( ,a ,,bus9ess ,,lett]--,,*apt] #ac ,all bus9ess h\ses recognize ! necessity = hav+ pr9t$ lett]heads & envelopes1 b ! v>iety ( designs & /yles are inf9ite4 ,no?+1 n ev5 ! pap]1 af=ds su* an index to ! "* ( ! individual or firm z ! typography ( ! envelope & lett]head4 ,an impression1 favorable or o!rwise1 is creat$ ,,be=e ,,! ,,lett] ,,is ,,read4 ,?is *apt] describes ! me?ods ( pr9t+1 engrav+ & li?ograph+2 ! advantages ( ea* process1 & ! diff]5ce 9 prices2 ! prop] plac+ ( date1 "n & address1 ! wid? ( m>g9s1 spac+ betwe5 l9es--little po9ts t contribute to ! appe>ance ( ! lett] & give x tone 99 99 99 99 99 ,! feature ( a bus9ess lett] t inv>iably comm&s ! fir/ consci\s att5tion ( ! recipi5t is ! "n--pr9t$ or writt5--( ! firm or individual f :om ! lett] comes4 ,except :5 ! correspond5t int5tionally omits ?is in=mation = ! purpose ( induc+ ! recipi5t to notice a circul> lett] t he might o!rwise ignore1 ! "n & address ( ! s5d] is pr9t$ on ! envelope4 ,?is is done = two reasons3 x br+s ! "n ( ! correspond5t be=e ! recipi5t imm$iately ^u receipt ( ! lett]2 x t5ds to secure favorable att5tion1 & x enables ! po/ (fice au?orities to return lett]s to ! s5d]s 9 case ( non-deliv]y because ( removals1 dea?1 wrong address or o!r causes4 ,9 ei!r case1 ! int]e/s ( ! correspond5t are be/ s]v$ by pr9t+ ?is in=mation 9 ! upp] left corn] ( ! face ( ! envelope4 ,x is ?is side ( ! envelope t be>s ! address & ! /amp1 & consequ5tly ! only side1 "u ord9>y circum/ances1 t receives att5tion f ei!r ! po/al (ficials or ! recipi5t4 ,:5 ! s5d]'s "n is pr9t$ 9 ?is position1 x is br\ght prom95tly to ! att5tion ( ! recipi5t z ! lett] is plac$ be=e him4 ,b ev5 a m practical reason = putt+ ?is data 9 ! upp] left corn] is t su* a location on ! envelope p]mits ! po/ (fice rubb] /amp1 ,return to ,s5d]1 to be affix$1 9 case ( ne$1 )\t ! confusion & annoyance t is caus$ :5 ?is address is pr9t$ on ! back ( ! envelope1 z is sometimes done4 ,z a rule1 ! pr9t$ matt] t appe>s on ! envelope %\ld consi/ m]ely ( ! "n & address ( ! s5d] 9 pla91 legible lett]s4 ,9 no case %\ld ! address be ambigu\s4 ,h[ev] _m bran* (fices ! firm may h1 ! use ( m ?an "o address on ! envelope is apt to be confus+ & may result 9 a communication's be+ return$ to an (fice o!r ?an t f :i* x comes4 ,to avoid ?is1 only "o address %\ld be pr9t$ on ! envelope1 & t %\ld be ! address to :i* ! correspond5ce is to be return$ by ! po/al au?orities 9 case ( non-deliv]y to ! addressee4 ,! trade m>k or o!r simil> di/9ctive impr9t ( a firm may prop]ly be us$ on ! envelope1 b only 9 cases :]e x w n t5d to confuse or cr[d ! ess5tial word+4 ,! "n ( ! p]son to :om ! lett] is to be return$ is ( consid]able m practical value to ! po/man ?an a unique design ) :i* ! envelope may be adorn$4 ,! lett]head (f]s wid] opportunities = an array ( data4 ,pictures ( (fices1 build+s & factories1 trade m>ks1 li/s ( bran* (fices1 cable codes & ! names ( (fic]s & executive heads may be us$1 b too mu* read+ matt] leads to confusion4 ,! t5d5cy today is t[>d simplicity4 ,! "n & address ( ! firm1 & ! p>ticul> dep>tm5t or bran* (fice f :i* ! communication comes1 is reg>d$ z suffici5t by _m h\ses4 ,! day ( ! lett]head gay ) birds-eye views ( ! plant & mu* extrane\s in=mation seems to be pass+1 & money t 0 once sp5t 9 elaborate designs & plates is n[ put into ! quality ( ! lett] pap]--& quality is usually m>k$ by dignifi$ simplicity & directness4 ,lett]heads may be me*anically produc$ by sev]al diff]5t processes t range widely 9 co/s4 ,! pr9cipal me?ods ( pr9t+ lett]heads are3 ,fir/3 ,f type4 ,second3 ,f z9c or half-tone plates made f draw+s--g5]ally designat$ z photo-engrav+4 ,?ird3 ,f plates engrav$ on copp] or /eel4 ,f\r?3 ,f li?ograph plates1 engrav$ on /one4 ,fif?3 ,f photogravure or simil> engrav$ plates4 ,g5]ally speak+1 lett]heads pr9t$ f type are ! *eape/4 ,! co/s ( type composition = an ord9>y lett]head w v>y f fifty c5ts to f\r or five doll>s1 dep5d5t ^u ! am\nt ( "w4 ,! pr9t+ ranges 9 co/ f "o doll> a ?\s& %eets = "o color to sev]al times t am\nt1 dep5d5t ^u ! quality ( ink & pap]1 & ^u local conditions4 ,_m conc]ns are disc>d+ lett]heads pr9t$ f type1 z m individuality c be %[n 9 "s =m ( engrav$ or li?ograph$ "w4 ,good results may (t5 be secur$ f l9e cuts or z9c plates-- :i* co/ f five to t5 c5ts a squ>e in*1 ) a m9imum *>ge rang+ f fifty c5ts to a doll>--made f p5-&-ink draw+s4 ,good & di/9ctive lett]+ may (t5 be secur$ 9 ?is way1 :]e type matt] does n (f] ! same opportunities4 ,! co/ ( pr9t+ f z9c plates is practically ! same z ! co/ ( pr9t+ f type4 ,if ! draw+s are made 9 wat] color1 wa% or oil1 or if !y conta9 f9e crayon or p5cil %ad+s1 ! reproductions mu/ be made f half-tone plates4 ,^! co/ f twelve c5ts to tw5ty c5ts a squ>e in*1 ) a m9imum rate t usually is equival5t to ! co/ ( t5 squ>e in*es4 ,half-tones1 h[ev]1 c be pr9t$ only on an enamel or o!r smoo?-surface pap]1 & _c be us$ satisfactorily on a r\gh-surface pap] z c z9c plates4 ,copp] or /eel engrav+s are made f designs furni%$ ei!r by ! engrav] or by "s o!r design]4 ,= simple engrav$ lett]+ su* z is cu/om>ily us$ on bus9ess /ation]y1 ! co/ ( a copp] plate is ab\t t5 c5ts a lett]4 ,= elaborate designs ! co/s increase proportionately4 ,/eel plates1 :i* are m durable1 co/ ab\t sixty p] c5t m4 ,pr9t+ f su* plates is consid]ably m exp5sive ?an ! two processes previ\sly describ$4 ,engrav$ lett]heads co/ f six doll>s upw>d a ?\s& = ! pr9t+1 :ile ! envelopes co/ approximately two doll>s & fifty c5ts a ?\s&4 ,! envelopes are usually pr9t$ f /eel dies1 :i* co/ ab\t t5 c5ts a lett]4 ,= l>ge ord]s ( /ation]y1 exce$+ #bj1jjj %eets1 li?ography (f]s economies 9 price & o!r advantages t r5d] x m practical ?an metal engrav+4 ,! design is engrav$ ^u /one & pr9t$ f ! /one block4 ,:ile ! initial co/s ( li?ography are high1 rang+ f #be4jj to #ajj4jj = ! engrav+ 7) an av]age co/ ( ab\t #ej4jj71 ! price ( pr9t+ is s mod]ate z to make ?is =m ( production popul> among ext5sive us]s ( bus9ess pap]4 ,li?ography gives a smoo?1 uni=m & p]man5t impression on ! pap]1 & p]mits ( an indet]m9ate run4 ,! co/ ( pr9t+ f li?ographic plates is practically ! same z f /eel or copp] plates4 ,! sav+s effect$ 9 l>ge ord]s is 9 ! co/ ( ! plates1 = copp] & /eel mu/ be r5ew$ z !y become worn d[n4 ,! photogravure process is co/ly bo? 9 ! plate-mak+ & 9 ! pr9t+4 ,:ile x gives a ri* & uni=m impression on ! lett] pap]1 & is highly valuable = reproduc+ pictures & ornate designs1 x is adaptable only = special purposes & is n g5]ally reg>d$ z suitable = comm]cial "w4 ,a photogravure plate co/s f sev5ty-five c5ts to "o doll> & tw5ty-five c5ts a squ>e in*1 or ab\t #ab4jj to #ej4jj = a lett]head4 ,! pr9t+ co/s ab\t ! same z = o!r engrav$ /ation]y4 ,) o!r processes1 some:at simil> 9 ! m>ket1 ?is me?od ( pr9t+ lett]heads has n yet won ext5sive favor4 ,x is n[ almo/ univ]sally recogniz$ t a lett] %\ld be writt5 on "o side ( ! %eet only4 ,a copy %\ld be kept ( e communication t leaves ! (fice4 ,ei!r a c>bon copy may be made at ! "t ! lett] is writt5--six good copies c be made simultane\sly on ! av]age typewrit]1 al?\gh "o is usually suffici5t--or a lett]-press copy c be made f ! %eet aft] x is sign$4 ,bo? =ms h be5 accept$ by ! c\rts z legal copies ( correspond5ce4 ,su* copies are usually fil$ alphabetically ei!r by ! "n ( ! company or individual to :om ! lett] is address$4 ,lett]-press copies mu/ necess>ily be fil$ *ronologically1 ev5 :5 sep>ate books = ea* lett] ( ! alphabet are ma9ta9$4 ,9 ei!r case ! se>* ?r\gh ! files = a lett] copy is facilitat$ by plac+ ! "n1 address & date ( a lett] at ! top4 ,= ! same reason ! date ( a lett] %\ld be plac$ 9 ! upp] "r corn] ( ! page2 ! recipi5t mu/ "k :5 ! communication is s5t2 x may h a be>+ on o!r communications4 ,! "n & address ( ! addressee1 simil> to ! address on ! envelope1 %\ld 9 all cases be plac$1 z ! =mal salutation1 9 ! upp] left corn] ( ! %eet1 :e!r ! correspond5t be greet$ ,de> ,sir or ,g5tlem54 ,n only does ?is e/abli% at once ! exact individual = :om ! communication is int5d$ b x facilitates ! fil+ ( ! correspond5ce1 bo? by ! recipi5t & by ! s5d]4 ,! m>g9s ( a bus9ess lett]1 ow+ to ! limitations ( ! typewrit]1 are usually v>iable4 ,! space occupi$ by ! lett]head mu/1 ( c\rse1 det]m9e ! m>g9 at ! top ( ! %eet4 ,!oretically1 ! m>g9s at ! left & "r %\ld be exactly ! same size2 practically1 h[ev]1 ! typewrit] l9es w v>y 9 l5g? & cause an unev5 edge on ! "r side4 ,9 pr9t+1 ! use ( _m-siz$ spaces n only betwe5 words b at times1 betwe5 ! lett]s !mselves rectifies ^! v>iations1 b ! typewrit] does n p]mit ?is4 ,! m ev5 ! "r m>g9 is & ! m uni=m x is to ! left m>g91 ! bett] ! effect4 ,! m>g9s %\ld be ab\t "o & a half in*es 9 wid?4 ,! m>g9 at ! bottom %\ld n be less ?an ! side m>g9s4 ,%\ld x be small]1 ! page w appe> cramp$ = space z ! read+ matt] w be really runn+ ov] into ! m>g9--a typographical defect t is z noticeable on typewritt5 z on pr9t$ pages4 ,! spac+ betwe5 ! l9es & betwe5 ! p>agraphs ( a bus9ess lett] may v>y to suit ! ta/es ( ! individual1 al?\gh consid]ations ( a practical nature t5d to e/abli% a few g5]al pr9ciples4 ,bo? = purposes ( conv5i5ce & ( economy1 a lett] %\ld be z compact z possible1 bo? 9 words & 9 me*anical production4 ,x %\ld n take up two %eets if ! message c be writt5 on "o )\t undue cr[d+4 ,h5ce mo/ bus9ess lett]s are s+le spac$2 t is1 only "o space on ! typewrit] sep>ates ! l9es4 ,ev5 :5 a lett] is %ort1 x is advisable = purposes ( uni=mity1 to use s+le spaces only4 ,! fir/ l9e ( ea* p>agraph is usually ind5t$ f five to fifte5 po9ts on ! ma*9e4 ,ea* bus9ess h\se %\ld e/abli% exactly :at ?is ind5tation %all be 9 ord] to secure uni=mity 9 its correspond5ce4 ,in/ead ( ind5t+ ! fir/ l9e1 "s conc]ns designate ! p>agraphs m]ely by sep>at+ !m by d\ble spac+s1 beg9n+ ! fir/ l9e flu% ) ! left m>g94 ,! be/ practice1 h[ev]1 seems to embody bo? ( ^! me?ods1 b ! av]age bus9ess lett] usually has its p>agraphs sep>at$ by d\ble spac+ & ind5t+ ! fir/ l9e4 ,! address on ! envelope1 to :i* ! salutation at ! top ( ! lett] %\ld correspond1 ei!r exactly or 9 slightly cond5s$ =m1 may be prop]ly typewritt5 9 v>i\s ways4 ,! /yle t is mo/ obs]v$1 h[ev]1 & :i* has ! /amp ( g5]al approval1 provides = an ind5tation ( ab\t five po9ts on ea* l9e ( ! address4 ,betwe5 ! l9es ! spac+s may be ei!r s+le or d\ble b ! latt] is pref]able4 ,great] spac+ t5ds to sep>ate ! address too mu* to all[ x to be read quickly4 ,ano!r approv$1 ?\gh less popul> =m ( address does n ind5t ! l9es at all4 ,any radical dep>ture f ^! =ms %\ld be made cauti\sly1 especially if ! v>i\s items ( ! address are sep>at$ f ea* o!r4 ,! address1 l a p>agraph1 is g5]ally read z a unit--z a s+le1 di/9ct idea4 ,! clos] ! address con=ms to ! g5]ally accept$ =ms1 ! m readily are ! envelopes h&l$ by ! po/(fice & ! less dang] ( delay4 ,gett+ a ,,uni=m ,policy & ,quality 9 ,lett]s ,,"p ,,iv--,,! ,,dress ,,( ,a ,,bus9ess ,,lett]--,,*apt] #ad ,e correspond5t naturally reflects 8 own p]sonality 9 8 lett]s4 ,8 di/+ui%+ *>act]i/ics1 good1 bad & indiff]5t1 inevitably t5d to f9d expression 9 8 correspond5ce--,,unless ,,^? ,,t5d5cies ,,are ,,guid$4 ,t is exactly :at ! mod]n bus9ess h\se does4 ,x directs ! "w ( its correspond5ts by means ( g5]al & specific rules z well z by in/ruction 9 ! policies ( ! h\se until ail ( its lett]s are uni=m 9 quality & be> ! /amp ( a consi/5t p]sonality--! p]sonality ( ! h\se 99 99 99 99 99 ,a numb] ( ye>s ago1 ! presid5t ( a company manufactur+ c>riages felt t he 0 n gett+ adequate results = ! money he 0 sp5d+ 9 ! mail sales dep>tm5t4 ,"o day he call$ a meet+ ( all 8 correspond5ts & ask$ ea* man :at argum5ts he us$ 9 writ+ to prospects4 ,he discov]$ t eight correspond5ts 7 us+ eight diff]5t l9es ( talk4 ,"o emphasiz$ ?is feature ( ! c>riage1 a second bas$ 8 argum5t on ano!r feature1 & no two correspond5ts 7 rea*+ prospects f ! same angle or mak+ use ( ! same argum5ts4 ,"h are eight diff]5t approa*es1 said ! presid5t4 ,x is c]ta9 t "o ( ^! mu/ be m effective ?an ! o!r sev54 ,!y c't all be be/4 ,x is up to u to te/ !m out & det]m9e :i* "o is be/ & !n we w all use x4 ,:5 ! proposition 0 pres5t$ 9 ?is way1 x 0 s elem5t>y t ev]yone wond]$ :y x _h n be5 ?\ght ( be=e4 ,a s]ies ( te/s foll[$ ) ! diff]5t argum5ts & pres5tations & by a process ( elim9ation ! company prov$ conclusively :i* 0 ! /ronge/ approa*4 ,!n all ( ! correspond5ts us$ x 9 ! fir/ lett] & ! second /ronge/ argum5t 0 us$ 9 ! second lett]1 & s on ?r\gh ! foll[-up4 ,x 0 no long] left = ea* man to develop 8 argum5ts & 8 sell+ talk accord+ to 8 own ideas4 ,?r\gh te/s1 consultation & discussion1 e po9t 0 consid]$ & all ! correspond5ce 0 on ! same level4 ,by adopt+ a uni=m policy ! effici5cy ( ! sales dep>tm5t 0 increas$1 ! quality ( ! lett]s 0 rais$ & ! "w 0 h&l$ m exp$iti\sly & m economically4 ,"o _c write to all 8 cu/om]s & prospects2 t is :y x is necess>y to h correspond5ts 9 ! v>i\s dep>tm5ts4 ,x is an easy matt] to adopt rules & e/abli% policies t w make _! lett]s ( a mu* high] /&>d & give !m great] effici5cy ?an if ea* w5t 8 own way )\t rule or regulation to guide him4 ,e correspond5t repres5ts ! h\se 9 a dignifi$ mann] & h&les ! subjects intru/$ to 8 c>e 9 a way t w reflect ! be/ ?\ght & ! mo/ successful me?ods ( ! h\se4 ,n ev]yone c be develop$ into a ma/] correspond5t b x is possible to e/abli% a policy & en=ce rules t w give quality & at lea/ a fair measure ( salesman%ip to all lett]s4 ,_m bus9esses h gr[n s rapidly & ! heads h be5 s absorb$ 9 ! problems ( production & ext5d+ m>kets t little "t or ?\ght has be5 giv5 to ! "w ( ! correspond5ts4 ,& s x happ5s t 9 _m conc]ns ! correspond5ce is h&l$ accord+ to ! :ims1 ! !ories & ! p]sonality ( ! v>i\s m5 :o are 9 *>ge ( ! diff]5t dep>tm5ts4 ,b !re are o!r conc]ns t h recogniz$ ! desirability ( giv+ individuality to all ! mail t be>s a h\se message4 ,!y h f\nd t ! quality c be key$ up & ! lett]s1 ev5 ?\gh !y may be writt5 9 a doz5 diff]5t dep>tm5ts1 all h ! family resemblance & be> evid5ce ( good p>5tage4 ,& x may be c]ta9 t :5 all ! lett]s f a h\se imp>t ?is tone1 ?is atmosph]e ( quality & di/9ction1 x is n because ( *ance4 ,x is n because ! correspond5ts all happ5 to use a simil> policy4 ,su* lett]s imply a delib]ate1 p]si/5t1 intellig5t ef=t to keep ! correspond5ce f fall+ bel[ a fix$ level4 ,su* a policy repres5ts "o ( ! f9] products ( ! process ( sy/ematically develop+ all ! factors 9 mod]n bus9ess--! /amp+ ( a /rong individuality ^u all ( ! correspond5ce ( a l>ge organization4 ,to secure ?is uni=mity 9 policy & 9 quality1 x is necess>y to adopt a set ( cle>1 compreh5sive rules & to impress ^u ! correspond5ts ! full significance ( ! /&+1 ! "* & ! traditions ( ! h\se4 ,!re are c]ta9 t5d5cies on ! "p ( "s correspond5ts t c be ov]come by a g5]al rule4 ,= in/ance1 !re are ! correspond5ts :o try to be funny 9 _! lett]s4 ,attempts at humor %\ld be =bidd5 = ! day has gone :5 ! salesman c get ord]s by tell+ a funny /ory4 ,ano!r correspond5t may deal too l>gely 9 te*nicalities 9 8 lett]s1 us+ words & phrases t are n und]/ood4 ,!n !re is ! correspond5t :o has an air ( sup]iority 9 8 lett]s & writes ) impud5ce & 8 lett]s sugge/ a condesc5sion on 8 "p to expla9 a proposition2 or ! compla9t dep>tm5t may h a man :o grants an all[ance or makes an adju/m5t b puts a /+ into 8 lett] t makes ! read] wi% he _h nev] patroniz$ ! h\se4 ,all su* t5d5cies may be eradicat$ by a set ( rules giv+ specific in/ruction on h[ to h&le e po9t t comes up & ! attitude t is to be assum$ 9 answ]+ compla9ts1 collect+ acc\nts1 mak+ sales1 & s =?4 ,& 9 ord] to h ! lett]s reflect ! h\se1 rules h be5 adopt$ 9 "s cases t cov] e conceivable po9t f a broad policy 9 h&l+ argum5ts to a specific rule reg>d+ ! use ( commas4 ,= in/ance1 x is no long] left to ! discretion ( ! correspond5t to />t 8 lett] ,john ,smi?4 ,a rule provides t all lett]s %all beg9 ,mr4 ,john ,smi?4 ,= ! sake ( dignity1 a we/]n mail-ord] h\se decid$ to use ,de> ,sir & ,de> ,madam 9 ! fir/ ?ree lett]s t w5t to a cu/om]4 ,b on ! ?ird & succe$+ lett]s ?is h\se uses ! salutation ,de> ,mr4 ,smi? or ,de> ,mrs4 ,smi?4 ,?is is a matt] ( policy1 a rule t w keep ! lett]s up to a fix$ /&>d4 99 99 99 99 99 ,page f ,"o ,firm's ,book ( ,rules3 ,9 a long lett]1 or :]e two or m subjects are treat$1 ea* subject mu/ be introduc$ ) an appropriate subhead4 ,all lett]s1 long or %ort1 mu/ c>ry a g5]al subject head betwe5 ! address & ! fir/ p>agraph4 ,?is g5]al head & ! subheads mu/ be 9 capitals1 und]scor$ ) a s+le l9e1 & z ne>ly z possible 9 ! middle ( ! %eet f "r to left4 ,c>efully avoid ev5 ! appe>ance ( s>casm4 ,be w>y ( adjectives1 p>ticul>ly sup]latives4 ,v1 great1 trem5d\s1 excell5t1 etc41 h m>r$ _m an o!rwise /rong phrase & h propp$ ne$lessly _m a good ^w1 all-suffici5t ( itself4 ,nev] use ! fir/ p]sonal pron\n ,i :5 writ+ z ,blank ,company4 ,we is ! prop] pron\n4 ,:]e a p]sonal ref]5ce is necess>y1 ! writ] may be us$2 b ev5 ?is %\ld be avoid$ :]ev] possible4 ,don't =get t c]ta9 small words are 9 ! language = a purpose4 ,&1 a1 !1 are important1 & _! elim9ation (t5 makes a lett] bald1 curt1 & di/9ctly inelegant4 ,c>efully avoid su* words & /ock phrases z beg to ackn[l$ge1 beg to inquire1 beg to advise1 etc4 ,d n beg at all4 ,d n say k9dly = please4 ,d n say ,enclos$ h]e)4 ,h]e) is sup]flu\s4 ,d n reply to a lett]2 answ] x4 ,y answ] a lett] & reply to an argum5t4 99 99 99 99 99 ,9 det]m9+ a uni=mity 9 policy & quality1 ! rules may be gr\p$ 9 ?ree classes3 ^? :i* det]m9e ! attitude ( ! writ]2 ^? t relate to ! h&l+ ( subject matt]2 & !n !re are specific rules1 su* z ! /yle ( pap]1 ! salutation1 ! subscription1 signature1 & s =?4 ,! attitude & policy ( ! h\se mu/ be det]m9$ accord+ to ! nature ( ! bus9ess & ! ideas ( ! managem5t4 ,! same rules w n apply to all h\ses b ?is does n less5 ! desirability ( an e/abli%$ policy4 ,= in/ance1 "o l>ge corporation1 sell+ entirely to deal]s & to l>ge contractors1 =bids ! use ( ! fir/ p]son s+ul>4 ,"u no consid]ation is ! correspond5t p]mitt$ to say ,i4 ,& if a p]sonal ref]5ce is absolutely necess>y1 he mu/ ref] to ! writ]4 ,! rule is to say we & ! correspond5ts are urg$ to avoid ?is p]sonal pron\n1 us+ ! "n ( ! company1 z1 ,x has always be5 ! practice ( ! ,workwell ,company1 & s on4 ,mo/ mail-ord] h\ses1 on ! o!r h&1 get j z f> away f ?is =mal attitude z possible4 ,"h x is ! policy to get up close to ! read] by a y-&-me attitude4 ,"s mail-ord] h\ses h lett]s writt5 9 ! "n ( ! company1 sign$ by ! writ] z dep>tm5t manag]1 sales manag]1 or o!r (fic]4 ,!n !re are o!r h\ses t omit ! company "n entirely 9 ord] to get away f ! s\lless corporation idea z mu* z possible1 & lett]s to a cu/om] are always sign$ by ! same individual to get a p]sonal relation%ip t is consid]$ a mo/ valuable asset4 ,?is does n mean m]ely ! matt] ( ! signature1 b ! entire attitude ( ! lett]4 ,address y\r reply to me p]sonally is ! _s ( ^! firms--a policy t has be5 adopt$ aft] te/s h demon/rat$ t x is ! "o appeal mo/ effective ) ! av]age mail-ord] cu/om]4 ,a l>ge conc]n aims to make its po9ts /& out m cle>ly by hav+ ! argum5ts pres5t$ 9 a "o1 two1 ?ree ord]1 & ea* p>agraph is introduc$ ) a subject pr9t$ 9 capitals at ! beg9n+ ( ! fir/ l9e1 su* z ,location1 ,t]ms1 ,gu>antee4 ,?is company1 deal+ 9 l&s1 usually f9ds x necess>y to write r l5g?y lett]s & ! subject heads s]ve z guide-po/s & t5d to conc5trate att5tion4 ,"o firm has b>r$ all sup]lative adjectives1 n m]ely to gu>d aga9/ exagg]ation b because ! sup]lative degree lacks conviction4 ,! /atem5t t ,?is is ! be/ coll> ev] made is n believ$1 b to say t x is a f9e coll> or a good coll> = x is five-ply1 & s =?1 r+s true4 ,x is a bett] sell+ talk & s ! sup]lative is n p]mitt$4 ,!n !re are o!r g5]al policies t conc]ns h adopt$1 su* z a rule t ! price ( articles _c be m5tion$ 9 a lett]4 ,a pr9t$ enclosure gives ?is in=mation & ref]5ce may be made to x1 b ! doll> m>k does n appe> 9 ! lett] itself4 ,?is policy has be5 adopt$ to emphasize ^u read]s ! fact t ! company quotes b "o price to all1 & x makes an effective sell+ talk out ( ! po9t t special disc\nts & inside prices are nev] giv54 ,z confid5ce is always ! fir/ ess5tial 9 build+ up a mail-ord] bus9ess1 ?is policy has done mu* t[>ds increas+ ! /&+ & reputation ( ! h\ses us+ x4 ,& !n come c]ta9 specific in/ructions cov]+ a multitude ( details4 ,= in/ance1 ! /yle ( pap] is a matt] t progressive bus9ess h\ses no long] ignore4 ,! policy ( ! h\se may be reveal$ 9 ! envelope & lett] pap] be=e "o has _h "t to read ev5 ! date l9e4 ,"s firms provide diff]5t grades ( /ation]y = diff]5t dep>tm5ts1 ! sales lett]s go+ out 9 a mu* f9] dress ?an lett]s f o!r dep>tm5ts4 ,! /yle to use is l>gely a matt] ( p]sonal ta/e & pref]5ce4 ,! significant ?+ is n 9 ! k9d t is us$ by c]ta9 companies b ! fact t progressive bus9ess h\ses n[ appreciate ! necessity = a uni=mity 9 /ation]y & 9 ! mann] ( h&l+ x4 ,h>mony ( color is especially desirable--! t9t ( ! pap]1 ! color ( ! li?ograph+1 emboss+ or pr9t+1 ! color ( ! typewrit] ribbon us$ & ! color ( ! ink us$ 9 sign+4 ,none ( ^! po9ts are too small to be consid]$ 9 ! progressive bus9ess h\ses today4 ,! clos+ is no less important ?an ! op5+ & mo/ rule books relieve ! correspond5t ( all responsibility 9 decid+ on :at subscription to use or h[ to sign ! lett]4 ,= in/ance1 he is told t ! h\se policy is to close ) ,y\rs truly & t ! "n ( ! company is writt5 ) ! typewrit] foll[$ by ! signature ( ! writ] & 8 title1 su* z ,presid5t1 or ,sales ,manag]4 ,a publi%+ h\se 9 ! ea/ = ye>s clung to ! e/abli%$ policy ( hav+ all lett]s g out 9 ! "n ( ! presid5t4 ,b x 0 f9ally decid$ by ! executive committee t ?is policy t5d$ to belittle ! h\se1 = x 0 obvi\s t no in/itution ( any size c\ld h all its mail h&l$ directly f ! presid5t's (fice4 ,x 0 argu$ t if ! presid5t's "n 7 us$ only occasionally1 great] pre/ige w\ld be giv5 to ! lett]s t actually came f 8 (fice1 & !reaft] lett]s 7 sign$ by diff]5t dep>tm5t heads z ,manag] ( ,sales1 ,adv]tis+ ,manag]1 ,manag+ ,editor1 ,manag] ( ,collection ,dep>tm5t1 & s =?4 ,& j s "o c\ld g ?r\gh ! book ( rules ( any bus9ess h\se & f9d a good reason = e policy t has be5 adopt$4 ,= :ile x is desirable to h a family resemblance :i* is possible only ?r\gh e/abli%$ rules1 & :ile lett]s writt5 "u specific in/ructions h add$ dignity & "*1 yet !re is back ( ea* rule "s additional significance1 ! =ce ( "s te/$ argum5t1 ! psy*ological effect ( "s timely sugge/ion4 ,no long] d l>ge manufactur+ & m]cantile h\ses s5d out _! salesm5 & all[ ea* "o to pu% 8 l9e z he sees be/4 ,_m conc]ns require ! salesm5 to take a regul> c\rse ( tra9+ to le>n ?or\ghly ! h\se attitude1 & !y are giv5 in/ructions on ! be/ way to pres5t argum5ts & ov]come objections--j s ! m5 :o sell by lett] are n[ in/ruct$ 9 ! be/ me?ods = gett+ results4 ,! be/ way to secure a uni=m policy is a practical "q4 ,"s h\ses employ a correspond5t exp]t to sp5d a few weeks 9 ! correspond5ce dep>tm5t j ! same z an exp]t auditor is employ$ to sy/ematize ! acc\nt+ dep>tm5t4 ,9 o!r h\ses ! book ( rules is a matt] ( evolution1 ! gradual add+ ( new po9ts z !y come up & z policies are tri$ out1 a process ( elim9ation det]m9+ ^? t %\ld be adopt$4 ,9 "s conc]ns ! correspond5ts h regul> meet+s to discuss _! problems & to decide ^u ! be/ me?ods ( meet+ ! situations t arise 9 _! "w4 ,!y read lett]s t h pull$1 analyze ! argum5ts & 9 ?is way try to raise ! quality ( _! writt5 messages4 ,:ile x mu/ be admitt$ t "s m5 h a natural faculty ( express+ !mselves cle>ly & =cibly1 ! fact rema9s t lett] writ+ is an art t may be acquir$4 ,x necessitates a capacity to und]/& ! read]'s attitude2 x requires c>eful /udy & analysis ( talk+ po9ts1 argum5ts & me?ods ( pres5tation1 b !re is no copyright on good lett]s & any h\se c secure a high /&>d & be assur$ t di/ant cu/om]s are h&l$ tactfully & skilfully if a uni=m policy is work$ out & sy/ematically appli$4 ,mak+ ,lett]s ,,uni=m ,9 ,appe>ance ,,"p ,,iv--,,! ,,dress ,,( ,a ,,bus9ess ,,lett]--,,*apt] #ae ,bus9ess /ation]y %\ld reflect ! h\se t s5ds x out b unless specific rules are adopt$ !re w be a lack ( uni=mity 9 arrangem5t1 9 /yle1 9 spell+1 infold+--all ! little me*anical details t contribute to an impression ( ,,"* & ,,individuality4 ,def9ite in/ructions %\ld be giv5 to correspond5ts & /5ograph]s s t lett]s1 al?\gh writt5 9 a doz5 diff]5t dep>tm5ts1 w h a uni=mity 9 appe>ance4 ,:at a book ( in/ructions %\ld conta9 & h[ rules c be adopt$ is describ$ 9 ?is *apt] 99 99 99 99 99 ,j z progressive bus9ess h\ses n[ aim to h _! correspond5ce uni=m 9 policy & quality1 s too1 !y aim at uni=mity 9 lett] appe>ance--! me*anical production4 ,x is obvi\s t if ! lett]s s5t out by a h\se are to h "*1 "o /yle mu/ be adopt$ & def9ite rules mu/ be =mulat$ = ! guidance ( ! /5ograph]s4 ,! au?orities diff] on _m po9ts su* z ! use ( capital lett]s1 abbreviations1 ! use ( figures1 & s =?1 & x is n to be expect$ t /5ograph]s1 tra9$ at diff]5t s*ools & work+ 9 diff]5t dep>tm5ts1 c\ld produce uni=mity unless !y all foll[ specific in/ructions4 ,& s ! m progressive firms h adopt$ a fix$ /yle & codifi$ c]ta9 rules = ! guidance ( /5ograph]s & typi/s4 ,9 ! writ+ ( a lett] !re are s _m po9ts t are entirely a matt] ( p]sonal ta/e t a compreh5sive rule book t\*es an almo/ inf9ite numb] ( subjects1 rang+ f an important "q ( h\se policy to ! prop] way ( fold+ ! %eet on :i* ! lett] is writt54 ,x is n ! purpose ( ?is *apt] to give a summ>y ( ! rules = punctuation & capitalization or to pass judgm5t on que/ions ( /yle1 b to emphasize ! necessity = uni=mity 9 all correspond5ce t a h\se s5ds out1 & to call att5tion to a few ( ! m common errors t are inexcusable4 ,z f> z ! impression creat$ by an individual lett] is conc]n$1 x really makes v little diff]5ce :e!r ! p>agraphs are ind5t$ or beg9 flu% ) ! l9e m>g94 ,b x is important t all ! lett]s s5t out by a h\se foll[ ! same /yle4 ,a /5ograph] %\ld n be p]mitt$ to use ! abbreviation ,co4 9 "o "p ( h] lett] & spell out ! ^w company 9 ! foll[+ p>agraph4 ,9 =mulat+ ! rules1 two ?+s %\ld be kept 9 m9d-- cle>ness1 to make ! mean+ ( ! writ] pla92 & a pleas+ appe>ance t w make a favorable impression ^u ! read]4 ,! sole purpose ( punctuation m>ks is to help convey a ?\ght s cle>ly t x _c be misund]/ood & exp]i5c$ writ]s le>n to use ! prop] m>ks almo/ intuitively4 ,! rules are appli$ unconsci\sly4 ,_m correspond5ts 9 dictat+ designate ! beg9n+ & ! close ( ea* s5t5ce b o!rs leave ?is to ! intellig5ce ( ! /5ograph]1 & !re is no bett] rule = ^? to :om su* matt]s are left ?an to be lib]al 9 ! use ( p]iods4 ,avoid long1 involv$ s5t5ces4 ,!re is little dang] ( misund]/&+ 9 %ort s5t5ces4 ,mo/ ( ! rules c be made h>d & fa/--a simple regulation to d ?is or to avoid t4 ,!y %\ld beg9 ) ! date l9e4 ,in/ructions %\ld be giv5 z to ! place = ! date l9e3 :e!r x %\ld be writt5 on "o or two l9es & :e!r ! mon? %\ld be express$ 9 figures or %\ld be spell$ out1 & :e!r ! ye> %\ld be pr9t$ 9 full or abbreviat$4 ,!re is a gr[+ t5d5cy to use figures1 su* z #aj-ae-aj1 & supplem5t>y lett]s1 su* z rd1 ?1 & s =?1 are be+ elim9at$4 ,"s firms are plac+ ! date at ! bottom ( ! lett] at ! left h& m>g91 al?\gh = conv5i5ce 9 mak+ a quick ref]5ce ! date l9e at ! top ( ! lett] is mu* to be pref]r$4 99 99 99 99 99 ,a ,page ( ,in/ructions to ,/5ograph]s3 ,city & date mu/ be writt5 ab\t ?ree spaces bel[ ! l[e/ pr9t$ matt] on lett]head1 z foll[s3 ,*icago1 date s+le space bel[1 regulat$ s t x w prec$e & ext5d beyond ,*icago an equal di/ance1 ! end ( date be+ 9 l9e ) m>g9 ( body ( lett]2 spell ! mon? 9 full1 foll[$ by ! date 9 figures1 aft] :i* use comma2 add ye> 9 figures & end ) p]iod4 ,comm5ce lett] by address+ cu/om]1 !n d\ble space & foll[ ) city & /ate 7d n give /reet address7 except :]e w9d[ envelope is to be us$2 d\ble space & address z ,de> ,sir or ,madam4 ,also d\ble space betwe5 ?is salutation & fir/ p>agraph4 ,p>agraphs mu/ beg9 t5 po9ts f m>g9 on a l9e ) city4 ,use s+le space1 ) d\ble space betwe5 p>agraphs4 ,9 clos+ use ! phrase ,y\rs v truly & sign ,! ,wilson-,graham ,company4 ,h correspond5t's & /5ograph]'s initials on l9e ) m>g9 on left h& side ( %eet4 ,m>g9s mu/ be regulat$ by l5g? ( lett] to be writt51 us+ y\r judgm5t 9 ?is respect4 ,! half size lett]head %\ld be us$ = v %ort lett]s4 ,envelopes mu/ be address$ d\ble space1 ) beg9n+ ( "n1 /reet address1 city & /ate on m>g9al l9e1 z p] sample atta*$4 99 99 99 99 99 ,! po9ts t are sugge/$ "h1 h[ev]1 are entirely a matt] ( ta/e4 ,!re is no c\rt ( la/ resort to :i* appeal c be made z to ! bett] me?od4 ,ea* h\se mu/ use its own judgm5t4 ,! important ?+ is to secure uni=mity4 ,rules %\ld gov]n ! "n ( ! addressee1 :e!r x %\ld be prefac$ by su* titles z ,mr4 or ,messrs4 ,! =m ( ! salutation1 ! size ( ! m>g91 ! spac+ betwe5 l9es & betwe5 p>agraphs1 ! ind5tation ( p>agraphs1 if any--all ( ^! po9ts %\ld be cov]$ by rules4 ,! subscription1 ! plac+ ( ! dictator's & ! /5ograph]'s initials are all prop] subjects = ! in/ruction book4 ,! use ( capital lett]s is a disput$ "q ) writ]s1 pr9t]s & pro(read]s4 ,b !re is a gr[+ t5d5cy to use ! small lett]s :]ev] possible4 ,"o l>ge firm 9 ! ea/ has ?is rule3 ,:5 9 d\bt reg>d+ ! use ( a capital lett]1 don't4 ,use a small lett]4 ,a great _m bus9ess h\ses1 = ! sake ( emphasis1 capitalize ! names ( _! own products4 ,= in/ance3 ,9 ?is ,catalogue y w f9d li/$ a v complete l9e ( ,c\nt]%afts1 ,magnetos1 ,induction ,coils1 ,lubricators1 ,muffl]s1 ,sp>k ,coils1 & a complete l9e ( automobile accessories4 99 99 99 99 99 ,!re is no rule t ju/ifies su* capitalization b x is a common practice 9 bus9ess correspond5ce4 ,!re are "s correspond5ts :o write a ^w or a s5t5ce 9 capital lett]s = emphasis4 ,occasionally ?is may be done to advantage b ! t5d5cy is to ov]work ! s*eme4 ,at be/ x is a lazy man's way ( try+ to secure emphasis )\t ! m5tal ex]tion ( ?9k+ up "s figure ( spee* or "s orig9al expression t w give =ce to 8 ?\ght4 ,! rule book %\ld help out ! /5ograph] 9 ! use ( numb]s & prices4 ,usage & a practical viewpo9t bo? comm5d ! use ( figures = express+ sums ( money4 ,twelve hundr$ doll>s may be und]/ood b x takes long] to write & does n make su* a %>p image 9 ! m9d ( ! read] z #a1bjj4 ,a common rule = figures is to spell out numb]s "u "o hundr$ & to use num]als = l>g] am\nts4 ,! use ( abbreviations %\ld be re/rict$ & an inflexible rule %\ld be nev] to use a man's initials or abbreviate 8 giv5 "n if he spells x out4 ,if y f9d by a lett]head t ! "o to :om y are writ+ spells out ! "n ( 8 /ate x is wise to foll[ ! trail4 ,! errors 9 punctuation f\nd 9 bus9ess correspond5ce are ( inf9ite v>iety1 al?\gh a surpris+ numb] ( /5ograph]s make simil> errors 9 us+ hyph5s = da%es & 9 misplac+ quotation m>ks4 ,"h is a common error3 ,a model ,no4 #h1--! "o we exhibit$ at ! ,bus9ess ,%[ la/ week1--has be5 sold to a cu/om] 9 ,new ,zeal&4 99 99 99 99 99 ,!re is no excuse = ! comma us$ 9 connection ) ! da% & yet ?is con/ruction is f\nd 9 lett]s e day4 ,un=tunately mo/ typewrit]s d n h a da% & s ! hyph5 is us$1 b /5ograph]s %\ld be in/ruct$ to use two or1 bett] yet1 ?ree hyph5s )\t spac+ 7---71 r ?an a s+le hyph5 z is s frequ5tly se54 ,"h is a s5t5ce 9 :i* ! girl 0 v]satile en\gh to comb9e two /yles 9 "o s5t5ce3 ,! auto---al?\gh x 0 completely ov]haul$ a few days ago---c\ld n be />t$4 99 99 99 99 99 ,9 ! fir/ place1 ! s+le hyph5 gives ! appe>ance ( a comp\nd ^w1 & plac+ a space on ea* side is sc>cely less objectionable4 ,insi/ ^u two or ?ree hyph5s )\t spaces :5 a da% is want$4 ,quotation m>ks are ano!r /umbl+ block4 ,!re is no occasion to put ! "n ( well-kn[n books1 magaz9es1 & newspap]s 9 quotation m>ks4 ,if y ref] to ,h>p]'s ,mon?ly ! read] w get y\r mean+ j z well )\t ! quotation m>ks4 ,_m /5ograph]s 9 writ+ a s5t5ce t ends ) a quot$ ^w place ! quotation m>k fir/ & ! p]iod or "q m>k foll[+1 z3 ,johnson's la/ words to me 73 ,i w accept y\r t]ms4 99 99 99 99 99 ,put ! p]iod inside ! f5ce :]e x belongs4 ,?is is a rule t is violat$ m (t5 ?an x is obs]v$1 ! confusion com+ f an occasional exception :]e a punctuation m>k has no?+ to d ) ! quotation1 z 9 ! s5t5ce3 ,may we n s5d y a trial ord] ( our ,x ,br&8 99 99 99 99 99 ,"h x is pla9 t ! "q m>k %\ld foll[ ! quotation m>k4 ,!re is no excuse = ! frequ5t misplac+ ( ^! m>ks1 = ! quot$ "p ( a s5t5ce inv>iably %[s ! prop] position = ea* m>k4 ,a *apt] c\ld be fill$ ) errors to be avoid$--only a few ( ! mo/ common ones are m5tion$ "h4 ,?is ref]5ce to !m may sugge/ to ! heads ( correspond5ce dep>tm5ts ! range ( po9ts to be cov]$ 9 a rule book4 ,"s rule books g fur!r & devote pages to faulty diction t mu/ be avoid$ & pr9t li/s ( words t %\ld n be us$ & words t are pref]r$4 ,! fold+ ( ! typewritt5 page usually comes 9 = a rule & in/ructions are g5]ally giv5 reg>d+ corrections--:e!r ! p5 c be us$ at all or if lett]s mu/ be rewritt54 ,) ^! rules laid d[n = ! guidance ( ! /5ograph]1 h] m9d is left free = o!r ?+s t w contribute to h] usefulness4 ,x is no reflection on _! k ( correct ,engli% to say t ! majority ( correspond5ts1 work+ "u high pressure1 make mi/akes t ! /5ograph] mu/ cat*4 ,x is extremely easy 9 dictat+ to mix up ! t5ses ( v]bs & to make o!r slips :i* mo/ lett] writ]s look to _! /5ograph]s to correct4 ,x %\ld be a h>d & fa/ rule t an ungrammatical lett] mu/ nev] be s5t out "u any circum/ances4 ,"s correspond5ts n only look to ! /5ograph] to edit _! copy b to come back = a new dictation if ! mean+ ( a lett] is n p]fectly cle>4 ,! ?\ght is t if ! /5ograph] does n und]/& x1 !re is dang] ( its be+ mis9t]pret$ by ! "o to :om x is address$4 ,_m rule books include a li/ ( trade t]ms & phrases t ! mo/ exp]t /5ograph] may nev] h met ) 9 _! previ\s "w4 ,legal t]ms are especially difficult to take d[n until a girl has become famili> ) ! unkn[n ,lat9 words4 ,?is may also be said ( te*nical t]ms1 me*anical t]ms1 ar*itectural & build+ t]ms1 & s =?4 ,x is a sav+ ( "t & annoyance 9 _m (fices to h a li/ ( frequ5tly us$ words t ! new /5ograph] c /udy be=e %e attempts to take dictations4 ,x is n likely t any two bus9ess h\ses c\ld adopt ! same rules ?r\gh\t4 ,b ?is does n less5 ! desirability ( hav+ specific in/ructions cov]+ all ^! po9ts1 = )\t uni=mity1 ! lett]s w n h ! "*1 ! dignity & ! individuality t is desir$ by e conc]n4 ,h[ to ,write ! ,lett] ,t ,w ,,l& ! ,ord] ,,"p ,v--,,writ+ ,,! ,,sales ,,lett]--,,*apt] #af ,sell+ goods is consid]$ ! bigge/ problem 9 ! bus9ess _w4 ,h>d z x is to close a deal ) ! prospect "r be=e y1 x is inf9itely h>d] to get 8 ord] :5 he is miles away & y mu/ dep5d ^u a type-writt5 %eet to int]e/ him 9 y\r proposition suffici5tly to buy y\r goods4 ,me?ods t h succe$$ are describ$ 9 ?is *apt] & samples ( ord]-br++ lett]s are giv5 99 99 99 99 99 ,! lett] t is s5t out unaid$ to make its own approa*1 op5 its own canvass & ei!r complete a sale or pave ! way to a sale may be call$ ! orig9al sales lett]4 ,!re has be5 no inquiry1 no prelim9>y introduction ( any k9d4 ,! lett] is simply ! sub/itute = ! salesman :o volunt>ily seeks out 8 own prospect1 pres5ts 8 proposition & tries to l& an ord]4 ,su* a lett] und]takes a big task4 ,x has a m difficult mission ?an ! p]sonal salesman1 = x _c alt] its canvass on ! spot to suit ! prospect's mood4 ,x mu/ h its plan complete be=e x goes into ! mail4 ,x mu/ be calculat$ to grip ! att5tion1 impel a read+1 prompt a favorable decision & get back1 9 ! return envelope1 an ord] or at lea/ a reque/ = fur!r in=mation4 ,! lett] t c d t1 a lett] s clev] & s conv9c+ t x makes a man a ?\s& miles away put 8 h& into 8 pocket1 take out 8 h>d e>n$ ca% & buy a money ord]2 or makes ! %rewd man at ! desk take up 8 p51 write a *eck & s5d x = ! goods y h to sell1 is a bett] employee ?an y\r /> salesman because x gets ! ord] at a fraction ( ! co/4 ,& ! man :o c write ! lett] t w d t is a p[] 9 ! bus9ess _w--8 capacity is practically unlimit$4 ,orig9al sales lett]s are ( two k9ds3 ^? t endeavor to p]=m ! complete op]ation & secure ! ord] & ^? t are int5d$ m]ely z ! fir/ ( a foll[-up s]ies or campaign4 ,:i* to use w dep5d ^u ! nature & co/ ( y\r proposition4 ,a simple1 l[-pric$ article may be sold ) a s+le lett]--! m>g9 ( pr(it may n w>rant m ?an t4 ,on an exp5sive1 complicat$ article y _c hope to d m 9 ! initial lett] ?an w9 y\r prospect's int]e/1 or possibly />t him t[>d ! deal] :o sells y\r goods4 ,consid] fir/ ! =m]4 ,y are to write a s+le lett] & make x an att5tion-gett+1 int]e/-w9n+1 complete1 conv9c+1 ord]-br++ m$ium4 ,!re is no bett] way to d ?is ?an to put y\rself 9 ! position ( ! salesman :o mu/ d all ^! ?+s 9 a s+le int]view4 ,y really mu/ d m ?an ! salesman1 b ?is is ! be/ way to get 9 y\r own m9d ! prop] attitude t[>d y\r prospect4 ,say to y\rself1 ,i am n[ go+ into ?is man's (fice4 ,he does n "k me & does n "k ,i am com+4 ,?is is ! only *ance ,i h to see him & ,i %all probably nev] see him aga94 ,i mu/ conc5trate all my k ( my proposition on ?is "o sell+ talk & mu/ tell him ev]y?+ ,i c ab\t x t w make him want to buy4 ,i mu/ say x 9 su* a way t he w cle>ly und]/&2 ,i mu/ give him a good reason = buy+ today & ,i mu/ make x easy = him to d s4 ,!n picture y\rself 9 8 (fice1 seat$ beside 8 desk & proce$ to talk to him4 ,above all1 keep 9 m9d t y are talk+ to "o man4 ,no matt] if y\r lett] is to g to t5 ?\s& p1 ea* lett] is individual4 ,rememb]1 x goes to "o p]son4 ,s :5 y write x1 aim directly at "o p]son4 ,& see him 9 y\r m9d's eye4 ,get z cle> an idea z y c ( ! class y\r lett] is go+ to & !n picture ! av]age man 9 t class4 ,! be/ way is to pick out "s fri5d or acqua9tance :o mo/ ne>ly repres5ts ! class y want to rea* & write ! lett] to him4 ,y'll be surpris$ h[ mu* easi] x is :5 y h a def9ite p]son 9 m9d4 ,& y\r lett] w !n be sure to h t mu* desir$ p]sonal t\*4 ,( prime importance 9 ?is s+le sales lett] is ! close1 ! cl9*]4 ,y\r "o big purpose is to get ! ord]1 & no matt] h[ clev] y may be ?ree-f\r?s ( ! way ?r\gh1 if ! lett] falls %ort ( cl9*+ ! ord] 9 ! end1 x may z well n h be5 writt5 at all4 ,"h is an excell5t example ( "o ( ^! complete lett]s4 ,note p>ticul>ly ! summ+ up1 ! gu>antee (f] & h[ easy ! writ] makes x to ord]3 ,,h[ ,,to ,,get ,a ,,position ,,& ,,h[ ,,to ,,hold ,,x ,is ! title ( a little book t bus9ess m5 & editors say is ! mo/ s5sible & helpful ?+ ev] pr9t$ on its subject ,conta9s ! boil$-d[n exp]i5ce ( ye>s4 ,writt5 by an exp]t correspond5t & high-sal>i$ writ] ( bus9ess lit]ature :o has hunt$ positions = himself1 :o has be5 all along ! road up to places :]e he1 9 turn1 has adv]tis$ = employees1 read _! lett]s1 int]view$ & engag$ !m--:o is n[ ) a company employ+ #bgjj ( bo? sexes & all grades f ! #c a week (fice boy to a #ge a week speciali/4 ,,h[ ,,to ,,get ,a ,,position ,,& ,,h[ ,,to ,,hold ,,x treats ( :at "o %\ld be able to d be=e expect+ to f9d a good position2 takes up ! matt] ( *anges2 advises h[ long to hold ! old position2 tells :at k9d ( a new position to try =2 expla9s ! v>i\s ways ( gett+ positions2 sugge/s h[ ! aid ( prom95t p c be enli/$2 %[s ! k9d ( endorsem5ts t c\nt2 tea*es h[ to write lett]s ( application t ,,comm& att5tion2 gives h9ts on prep>+ = ! int]view & on h[ to make ! be/ impression2 tells :at %\ld be done :5 y are select$ = a position & take up y\r duties2 deals ) ! "q ( sal>y be=e & aft] ! engagem5t2 ) ! bugbe> ( exp]i5ce2 ! matt] ( h\rs2 & gives pages ( horse-s5se on a doz5 o!r important topics4 ,! cle> in/ructions = writ+ /rong lett]s ( application1 & ! model lett]s %[n1 are alone wor? ! price ( ! book4 ,n "o 9 a hundr$--ev5 among ! well- educat$--c write a lett] ( application t conv9ces4 ,h[ _m ( y\rs fail8 ,! engagem5t usually dep5ds on ! int]view2 & ! int]view _c1 z a rule1 be obta9$ )\t ! impressive lett]4 ,consequ5tly1 ! lett] is ( trem5d\s importance4 ,if y c>ry out ! sugge/ions set d[n 9 pla9 language 9 ?is little book1 y c h>dly fail to l& a position4 ,& ,i am (f]+ ! book = tw5ty-five c5ts a copy4 ,j ?9k ( x6 ,! pr9ciples & plans outl9$ 9 its pages h be5 ! means ( secur+ high-sal>i$ positions = its au?or & = o!rs1 & ?is valuable in=mation is y\rs = ! price ( five c> rides4 ,?is is my (f]3 ,s5d me a #be-;c5t piece 9 ! enclos$ co9-c>d1 or tw5ty-five c5ts 9 /amps1 & ,i'll mail y a copy ( ,,h[ ,,to ,,get ,a ,,position ,,& ,,h[ ,,to ,,hold ,,x4 ,if1 aft] read+ ! book1 y d n feel x is wor? _m times its co/1 j tell me s & return ! copy 9 good condition4 ,i'll s5d y\r money back )\t any quibbl+4 ,c\ld any (f] be fair]8 ,ord] today--n[4 ,next week !re may come to y\r notice an op5+ t may be ! *ance ( a lifetime--:5 my little book w be wor? its weight 9 gold4 ,besides1 x tells h[ to create op5+s :5 none are adv]tis$4 ,y ne$ n write me a lett]4 ,j write y\r full "n & address on ! back ( ?is %eet & wrap y\r /amps up 9 x1 or put y\r "n & address on ! co9-c>d aft] y h enclos$ ! #be-;c5t piece4 ,i'll und]/&4 ,write pla9ly4 ,i am sell+ ! book s *eaply t ,i _c af=d to h any copies g a/ray 9 ! mails4 ,y\rs truly1 ,signature3 ,*>les ,black 99 99 99 99 99 ,n[ z to ! o!r k9d ( orig9al sales lett]--! "o t is m]ely ! fir/ ( a s]ies ( ?ree or m lett]s skillfully plann$ to build up int]e/ until ! climax1 ! pur*as+ po9t is rea*$4 ,?is lett] is really a comb9ation ( ! two k9ds4 ,if y c l& ! ord] ) ! fir/ lett]1 y want to1 ( c\rse4 ,b y "k y c expect to d ?is only 9 a small p]c5tage ( cases4 ,s :ile y mu/ put into ! initial lett] en\gh in=mation to make y\r proposition cle> & mu/ give at lea/ "o good reason = buy+1 y mu/ keep good conv9c+ sales talk 9 res]ve = ! succe$+ lett]s4 ,& y mu/ plan ?is fir/ lett] s t ! re-en=cem5ts to foll[ w logically support y\r introduction4 ,?is c be/ be illu/rat$ by a clev] fir/ lett] f a v successful s]ies4 ,! manufactur] ( a #e fireless cook] plann$ a lett] campaign to induce h>dw>e deal]s & dep>tm5t /ores to buy a /ock ( 8 product4 ,! fir/ sales lett] ( ! s]ies scor$ /rongly on "o or two po9ts & at ! same "t pav$ ! way = ! second lett]3 ,de> ,sir3 ,are y ready = ! woman :o wants a fireless cook] b c't pay t5 or fifte5 doll>s8 ,! aggressive adv]tis+ done by ! manufactur]s ( fireless cook]s & ! imm5se am\nt ( read+ matt] publi%$ 9 wom5's magaz9es ab\t ! fireless me?od ( cook+ has /irr$ up a big dem&4 ,b j figure out h[ _m ( y\r cu/om]s c't af=d to pay #aj1 #ab or #ae4 ,?9k ( ! sales t c\ld be made ) a ?or\ghly reliable cook] at #e--"o t y c\ld feel safe 9 /&+ back (4 ,x's "h6 ,we _h ! #ae-;idea1 & we work$ out ! prettie/ cook] y ev] saw at any price4 ,b we got toge!r "o day & figur$ out t ! big m>ket 0 = a l[-pric$ cook] t e woman c\ld buy4 ,h[ to get a ,j5k9s-quality cook]1 "o t a retail] w\ld be pr\d to sell1 d[n to ! retail price ( #e 0 ! "q4 ,b we figur$ our manufactur+ up into ! t5s ( ?\s&s1 & ! enclos$ fold] tells ab\t ! result4 ,our adv]tis+ next mon? 9 ! ,woman's ,home ,companion1 ,ladies' ,home ,j\rnal1 ,ladies' ,_w1 ,good ,h\sekeep+1 ,ev]ybody's1 ,cosmopolitan & ,mc,clures w d big ?+s = y if y h ! ,j5k9s #e ,fireless ,cook] 9 y\r w9d[4 ,we h a good siz$ /ock on h& b !y won't la/ long ! way ord]s are com+ 9 f f>-sight$ retail]s4 ,h[ w\ld a doz5 d z a />t] = y8 ,y\rs truly1 ,signature3 ,black ,black 99 99 99 99 99 ,a lett] ( ?is k9d %\ld be effective because x gives en\gh in=mation to make a sale 9 case ! read] is an unusually good prospect1 & at ! same "t x lays a good f\ndation = ! second lett]4 ,are y will+ to make m money on soap8 ,yes1 we suppose y are c>ry+ _m soaps1 b :5 a di/9ctive soap is adv]tis$ z ?or\ghly z we are adv]tis+ ,,wes9od1 x actually creates new trade1 & ( c\rse y ar5't sorry to see new faces 9 ! /ore4 ,,wes9od ,,soap has ! curative & b5eficial effects ( ,res9ol ,o9tm5t1 :i* is n[ us$ s ext5sively by ! m$ical pr(ession4 ,,wes9od ,,soap is m ?an a cleans]3 x is a re/or]1 pres]v] & beautifi] ( ! sk91 & z su* is attract+ ! favorable att5tion ( wom54 ,enclos$ is a reproduction ( our adv]tisem5t 9 ! magaz9es ?is mon? & a li/ ( ! magaz9es 9 :i* ! copy appe>s4 ,we are educat+ #aj1jjj1jjj read]s to feel ! ne$ ( ,,wes9od ,,soap4 ,a supply ( our lib]al samples & a trial ord] to be us$ 9 a w9d[ display w %[ y ! possibilities4 ,may we s5d samples & a trial gross8 ,y\rs = m soap money1 ,,wes9od ,,soap ,,company 99 99 99 99 99 ,?is is a /rong sell+ lett] t int]e/s ! read]1 dis>ms 8 natural objection to add+ an additional l9e ( soap & pres5ts briefly conv9c+ reasons = /ock+ ) ,wes9od4 ,:ile ?is lett] is int5d$ to get ! ord]1 x effectively paves ! way = fur!r correspond5ce 99 99 99 99 99 ,x is unnecess>y to take up "h ! elem5ts t %\ld g into ! sales lett]--att5tion1 int]e/1 argum5t1 pro(1 p]suasion1 inducem5t & ! cl9*]4 ,b x is well to emphasize ?ree po9ts t are especially important 9 ! orig9al lett] 9 ! s]ies3 confid5ce1 price & ! close4 ,y may be sure1 t unless y w9 ! confid5ce ( y\r prospect f ! />t1 y\r :ole campaign is go+ to be a wa/e ( "t1 pap] & po/age4 ,di/ru/ & prejudice1 once />t$1 are h>d ?+s to ov]come by mail1 p>ticul>ly :5 y are a conc]n or individual unkn[n to ! man to :om y are writ+4 ,de> ,sir3 '',if y\r magaz9e pulls z well z ! ,blank ,mon?ly ,i w give y a twelve-page contract4'' ,t rem>k wasn't meant = our e>s1 b "o ( our solicitors c\ldn't help ov]he>+ x4 ,x 0 made by a prom95t adv]tis]1 too4 ,we wi% we c\ld give 8 "n1 b :5 we ask$ p]mission to quote he smil$ & said he'd r n4 ,s1 we'll h to ref] y to our adv]tis+ pages4 ,b ! rem>k speaks pretty well = ! ,blank ,mon?ly1 doesn't x8 ,x's n surpris+1 ?\gh4 ,! ,blank ,mon?ly goes into #aea1jjj homes4 ,x is tak5 & read by ! be/ class ( te*nical1 sci5tific & me*anically incl9$ m51 repres5t+ "o ( ! *oice/ classes ( buy]s 9 ,am]ica4 ,our subscrib]s are great buy]s ( ?+s by mail4 ,doz5s ( our adv]tis]s h prov$ x4 ,!y don't sell %oddy or *eap goods1 ei!r4 ,t's :y we believe y\r adv]tis+ w pay 9 ! ,blank ,mon?ly4 ,if we didn't believe x1 we %\ldn't solicit y\r bus9ess4 ,try y\r copy 9 ! ,june issue1 :i* goes to press on ,april #bg-- la/ =m ,may #f4 ,if y s5d copy ,,today1 y w be sure to get 94 ,v truly y\rs1 ,signature3 ,m4 ,o4 ,williams 99 99 99 99 99 ,! quot$ language gives ! op5+ ( ?is lett] an int]e/+ look4 ,! fir/ ?ree p>agraphs are /rong4 ,! f\r? p>agraph is m]ely ass]tive1 & is weak4 ,a fact or two f "s adv]tis]'s exp]i5ce w\ld be mu* bett] 99 99 99 99 99 ,& s ) ?is 9 m9d1 be c>eful ( ! tone ( y\r lett]4 ,be e>ne/1 make reasonable /atem5ts1 appeal to ! intellig5ce or ! exp]i5ce ( ! read] & deal ) specific facts r ?an ) m]e ass]tions or claims4 ,!re is no inspiration to confid5ce 9 ! "t-worn claims ( /ronge/1 be/1 & pure/4 ,tell ! facts4 ,in/ead ( say+ t an article is useful 9 a doz5 diff]5t ways1 m5tion "s ( ! ways4 ,:5 y decl>e t ! cyl9d] ( y\r m9e pump is ! be/ 9 ! _w1 y are n likely to be believ$2 ! /atem5t slips (f ! m9d l ! prov]bial wat] f a duck's back4 ,b :5 y say t ! cyl9d] is made ( close-gra9$ iron ?ick en\gh to be rebor$1 if necess>y1 y h creat$ a picture t does n call = d\bt4 ,b wat* out t y don't />t an argum5t4 ,br&] ,ma!ws gives u a great ?\ght :5 he says t controv]sy is n p]suasion4 ,don't write a lett] t makes ! read] feel t he is be+ argu$ into some?+4 ,give him facts & sugge/ions t he c't resi/2 let him feel t he has conv9c$ himself4 ,?is p>agraph fails ( its purpose1 simply because x argues4 ,y c almo/ picture ! writ] z be+ peevi% because 8 lett]s hav5't pull$3 ,?is /ock is absolutely ! safe/ & mo/ /aple y c\ld buy4 ,x w positively pay regul> divid5ds4 ,we /& back ( ^! /atem5ts4 ,y mu/ admit1 !re=e1 t x is a good buy = y4 ,s :y d y hesitate ab\t buy+ a block ( x8 99 99 99 99 99 ,on ! o!r h&1 ?is appeals to ! inve/or because x has g5u9e pro( 9 x3 ,no /ockhold] ( ours has lo/ a doll> ?r\gh fluctuation 9 ! price ( ! /ock1 ?\gh we h be5 do+ bus9ess = fifte5 ye>s4 ,our /ock has be5 readily salable at all times4 ,no divid5d p]iod has ev] be5 miss$4 ,! qu>t]ly divid5d has nev] be5 less ?an #b-a_/b p] c5t4 ,dur+ ! depression ( #aijg-aijh our /ock ma9ta9$ itself at #dj p] c5t above p> :5 o!r indu/rial /ocks 7 dropp+ to p> or bel[4 ,surely1 "h is an inve/m5t wor? y\r inve/igation4 99 99 99 99 99 ,tell+ specific facts helps to produce conviction z well z to create confid5ce4 ,n e "o is a g5ius 9 ! h&l+ ( words1 b e writ] ( a lett] t is to bri/le ) conviction mu/ use 8 imag9ation4 ,he mu/ put himself m5tally 9 ! place ( ! typical cu/om] he is address+ & use ! argum5ts & facts t w\ld conv9ce him4 ,! writ] %\ld try to see himself enjoy+ ! foods or s]vice--picture 8 satisfaction4 ,!n he has a bett] *ance ( reproduc+ 8 picture 9 ! m9d ( ! read]4 ,= in/ance1 read ?is p>agraph ( idle ass]tions3 ,buy our hams once & y w buy !m always4 ,all ( our meat is f "y hogs1 & is n t\gh1 b is high-grade4 ,no?+ b corn-f$ /ock is us$4 ,we gu>antee ! quality4 ,we use good sug> 9 cur+ our hams1 ! be/ quality ( saltpet] & "s salt4 ,! result is a natural flavor t c't be beat4 ,we *all5ge competition4 99 99 99 99 99 ,& n[ contra/ x ) ?is real description ( ! same product1 calculat$ to create confid5ce 9 ! tradem>k x be>s3 ,?is m>k c]tifies t ! hog came f good /ock1 t x 0 corn-f$ 9 ord] t x might be firm & sweet--t x 0 a b>r[ hog1 s t ! meat w\ld be full-flavor$ & juicy--t x 0 a "y hog1 mak+ ! ham ?9-sk9n$ & t5d]--well-condition$ & fat1 insur+ ! lean ( ! ham to be ta/y & nutriti\s4 ,! m>k c]tifies t ! ham 0 cur$ 9 a liquor ne>ly good en\gh to dr9k1 made ( granulat$ sug>1 pure saltpet] & only a v little salt2 ?is br+s out all ! f9e1 ri*1 natural flavor ( ! c>efully select$ meat1 & pres]ves x )\t 'salty pickl+4' 99 99 99 99 99 ,note h[ mu* m graphic ! second p>agraph is ?an ! fir/1 & e /atem5t is back$ up by a logical reason4 ,! te/imony ( o!r p1 especially ( ^? 9 positions ( au?ority & ^? :o w\ld n be suspect$ ( bias1 has mu* conv9c+ p[]4 ,!re is no?+ 9 ! cont5tion t te/imonials are out ( date4 ,!y con/itute ! /ronge/ k9d ( support4 ,b get te/imonials t really say some?+4 ,! man :o writes & says t he got out ( ! book he b\ght f y an idea t enabl$ him to make a pr(it ( #ej ! fir/ week1 says a ?\s& times m ?an ! man :o writes & m]ely says t he 0 pleas$ ) 8 pur*ase4 ,let price come 9 ! lett] j ab\t :]e x w\ld come 9 an oral canvass4 ,! skillful salesman ( high-pric$ %irts doesn't talk ab\t ! #c price until he has %[n ! %irt & impress$ ! cu/om]4 ,if price is ! big ?+--is l[] ?an ! read] is likely to imag9e x w\ld be--x may be made ! lead+ po9t & introduc$ at ! outset1 b unless x is an attraction1 x %\ld be held back until /rong description has prep>$ ! read] = ! price4 ,! me?od ( paym5t & deliv]y mu/ be treat$ effectively 9 ! clos+ p>agraphs4 ,! foll[+ plans all h _! use3 ,(f] to s5d on free trial = t5 days or long]2 ,(f] to s5d = free exam9ation1 paym5t to be made to express ag5t :5 exam9ation has %[n article to be satisfactory2 ,(f] to s5d on small paym5t1 ! small paym5t to be a gu>antee aga9/ trifl+1 balance payable on exam9ation2 ,(f] to sell on easy-paym5t plan2 ,(f] to sell = ca% b ) /rong refund+ gu>antee2 ,(f] to supply article ?r\gh local deal] on read]'s au?orization4 ,) su* an au?orization1 ! adv]tis] has a good op5+ to /ock ! retail]4 ,! price feature (f]s "o ( ! be/ opportunities to give ! lett] real inducem5t4 ,if ! price is 9 any s5se a special price1 make x cle> t x is4 ,sometimes y c hang y\r :ole lett] on ?is "o elem5t4 ,r$uc$ price1 if ! r$uction is set =? logically1 is a /rong feature4 ,"o publi%] uses x 9 ?is fa%ion3 ,we h j #adf sets ( ^! books to sell at #ah4ej4 ,:5 ! new edition is 91 x w be impossible to get a set at less ?an #be4 ,! old edition is j z good z ! new1 b we are entirely out ( circul> matt] describ+ ! gre5 clo? b9d+1 & z we don't want to pr9t a new lot ( circul>s j to sell #adf sets1 we make ?is unusual (f]4 ,n[ is y\r *ance4 99 99 99 99 99 ,advance 9 price is almo/ z /rong4 ,x's a lev] to quick action3 ,on ! #a/ ( ,octob] ! rate ( ! ,,mess5g] w g up to "o doll> a l9e4 ,if y place y\r ord] be=e ! ?irtie? ( ?is mon? y c buy space to be us$ any "t be=e ,janu>y #a next at sev5ty-five c5ts a l9e4 ,aft] ! ?irtie?1 positively no ord]s w be accept$ at less ?an "o doll> a l9e4 ,z a matt] ( fact our circulation entitles u to a doll> a l9e "r n[4 ,don't let ?is lett] be cov]$ up on y\r desk4 ,att5d to ?is matt] n[1 or in/ruct y\r adv]tis+ ag5t to res]ve space = y1 & get a big b>ga94 99 99 99 99 99 ,price1 9 ?is case is1 9 fact1 a "p ( ! close4 ,x spurs ! read] to ord] n[4 ,sett+ a "t limit1 9 :i* a proposal holds good1 is also a /rong clos]4 ,a l>ge book publi%] f9ds x effective to make a disc\nt (f] good if accept$ )9 a c]ta9 numb] ( days4 ,gu>antee (f]s are /rong4 ,don't cont5t y\rself ) ! old absolutely gu>ante$ expression4 ,be def9ite4 ,ord] ?is buggy1 & if1 at ! end ( a mon?1 y are n entirely satisfi$ t x is ! bigge/ buggy value y ev] _h = ! money1 j write me1 & ,i'll take ! buggy back )\t quibbl+4 ,c\ld any (f] be fair]8 ,i make x because ,i've sold #bdf ( ^! buggies s9ce ,janu>y1 & s f> no man has ask$ = 8 money back4 ,! sum-up is z important a "p ( ! sales lett] z x is ( ! lawy]'s spee* or brief4 ,x %\ld conc5trate ! :ole /r5g? ( ! lett] at ! close1 z1 = in/ance3 ,s y see t ?\gh our ma*9e is app>5tly high-pric$ x is really *eap] by ! ye> ?an ano!r ma*9e4 ,our (f] ( a free trial "r 9 y\r own plant gives y absolute protection4 ,x is q natural1 ( c\rse1 = u to be desir\s ( gett+ y\r ord]1 b we d n see h[ y c1 f y\r own po9t ( view1 af=d n to put ! ,bism>ck 9 y\r factory4 99 99 99 99 99 ,& f9ally1 help ! prospect buy4 ,! sales lett] design$ to br+ ! ord] mu/ provide an easy me?od ( ord]+4 ,9 ! fir/ place1 a great _m p d n und]/& h[ to ord]4 ,to o!rs1 mak+ out an ord] is a task t is likely to be po/pon$4 ,by mak+ x easy = ! read] to fill out a blank ) a /roke or two ( ! p51 :ile ! effect ( ! lett] is /rong1 a great _m ord]s w be secur$ t w\ld o!rwise be lo/4 ,x %\ld be axiomatic t if a lett] is expect$ to pull bus9ess ?r\gh ! mails x mu/ place be=e ! recipi5t e facility = mak+ x easy & agreeable to reply & reply ,,n[4 ,h[ ?is c be/ be done w be tak5 up m fully 9 a sep>ate *apt] on ,mak+ ,x ,easy to ,answ]4 ,"o ?+ to rememb] p>ticul>ly 9 ! case ( ! orig9al sales lett] is t if possible x %\ld h a def9ite s*eme beh9d x4 ,a reason = ! (f]1 a reason = ! lett] itself4 ,a safe-deposit vault 0 well adv]tis$ by s5d+ out lett]s t conta9$ a special pass to ! vault ) ! "n ( ! read] fill$ 94 ,( c\rse ! lett] gave a press+ invitation to call & all[ ! cu/odian to %[ ! vault's int]e/+ features4 ,/ill ano!r clev] lett] solicit+ r5tals ( safe-deposit boxes propos$ t 9 case ! read] n[ _h a box else:]e1 !y w\ld take ! lease (f 8 h&s4 ,9 reality !y m]ely gave him free r5tal until 8 o!r lease expir$1 b ! s*eme 0 clev]ly plann$4 ,a buggy mak] wrote enclos+ duplicate specifications ( a buggy he _h j _h made = 8 own p]sonal use1 & sugge/$ t he w\ld h ano!r made = ! read] exactly l x & turn$ "u ! same c>eful sup]vision4 ,lett]s t give ! read] some?+ or (f] to give him some?+ h simil> effect4 ,! lett] ab\t a new facial cream w comm& extra att5tion because ( ! small sample ( ! cream enclos$4 ,9 fact1 "o cold cream company f9ds x an effective plan to s5d a sample & a sales lett] to druggi/s' mail+ li/s or to names tak5 f telephone books1 tell+ ! read] 9 ! f9al p>agraph t ! cream c be pur*as$ at ! local drug /ore4 ,a lett] (f]+ a sample c ( a high-grade c(fee = ! "n ( ! read]'s favorite groc] w br+ a good response & af=d ! adv]tis] a /rong hold on ! groc]4 ,a favorite me?od ( secur+ sav+s depositors is to s5d a good sav+s lett] t (f]s a free home-sav+s bank or a ve/-pocket sav]4 ,ev5 cal5d>s may be giv5 out m effectively by s5d+ a lett] & tell+ ! read] t a good cal5d> has be5 sav$ = him & ask+ him to call at ! (fice4 ,a /rik+ p>agraph ( a real e/ate deal]'s solicit+ lett] is "o t ass]ts t ! deal] has a cli5t ) ! ca% :o wants j ab\t su* a h\se z ! read] ( ! lett] owns4 ,a real e/ate deal]1 ^: specialty is f>ms1 has ?is tell+ s5t5ce 9 8 orig9al lett]3 ,some:]e !re is a man :o w buy y\r f>m at a good price2 ,i %\ld l to f9d t man = y4 ,!re is h>dly a product or a proposition t does n (f] opportunity to put "s s*eme beh9d ! lett]4 ,& su* a plan d\bles ! appeal ( ! orig9al sales lett]4 ,b once m1 rememb]1 n to put all y\r ammunition into ! fir/ lett]4 ,be prep>$ to come back 9 y\r second & ?ird lett]s1 n simply ) v>i$ repetitions1 b ) m reasons = buy+4 ,make y\r fir/ lett] z /rong z y c1 b at ! same "t--pave ! way4 ,! ,lett] ,t ,w ,,br+ an ,inquiry ,,"p ,v--,,writ+ ,,! ,,sales ,,lett]--,,*apt] #ag ,comp>atively few propositions c be sold 9 ! fir/ lett]2 9 mo/ campaigns x is en\gh to /imulate a man's int]e/ & get him to reply4 ,?is *apt] gives specific s*emes t h prov$ successful 9 pull+ answ]s--9 mak+ an op5+ = ! heavy artill]y ( ! foll[-up 99 99 99 99 99 ,?9k :at a problem y w\ld h if y />t$ out z a salesman to sell a c]ta9 article ) no def9ite idea ( :]e to f9d y\r prospects4 ,y might int]view a hundr$ m5 be=e y f\nd "o :o 0 int]e/$4 ,t w\ld be pretty sl[ & pretty exp5sive sell+1 w\ldn't x8 ,& ?9k :at x w\ld mean if y 7 to s5d out broadca/ a ?\s& exp5sive booklets & foll[-up lett]s only to receive "o reply f ! "o man ) :om y effect$ a po9t ( contact4 ,t1 too1 w\ld be a prohibitively co/ly me?od ( sell+4 ,yet "o or bo? ^! me?ods w\ld 9 _m cases be necess>y 7 x n = ! inquiry-br++ lett]4 ,! inquiry lett] is a feel]--! advance ag5t ( ! sell+ campaign4 ,x goes broadca/ to f9d & put its f+] on ! man :o is int]e/$ or :o c be int]e/$1 & 8 reply labels him z ! man :om x is wor? :ile = y\r salesman to see1 or1 :o is at lea/ wor? ! exp5se & endeavor ( a foll[-up s]ies4 ,! inquiry lett] is l ! adv]tisem5t :i* asks y to s5d = a catalogue or booklet4 ,! adv]tisem5t writ] believes t if y are int]e/$ en\gh to write = ! booklet1 y w be int]e/$ en\gh to read 8 sales lett]s1 & possibly become a pur*as]4 ,x is ! same ) ! inquiry-br++ lett]4 ,x is simply a sieve = sift+ out ! likely prospects f ! great mass ( p]sons1 :o = _m reasons _c be br\ght ar\nd into a buy+ mood conc]n+ y\r proposition4 ,! great advantage ( ! lett] :i* induces ! recipi5t to express 8 int]e/ 9 an inquiry1 is t y n only make him put himself unconsci\sly "u an obligation to read fur!r details1 b y give "t = ! ?\ghts t y h />t$ to get 9 _! "w4 ,! fact t a man has decid$ to ask = m in=mation & has put t decision 9 writ+ is ( consid]able psy*ological value4 ,! "o ?+ ! salesman hopes to f9d1 & ! "o ?+ ! lett] writ] /rives to create1 is a receptive mood on ! "p ( 8 prospect4 ,! mom5t a man answ]s ! inquiry-lett]1 he has put himself into a frame ( m9d :]e he waits = & welcomes y\r subsequ5t sales talk4 ,he looks =w>d ) "s int]e/ to y\r second lett]4 ,at fir/ !re 0 j "o p]son to ! discussion4 ,n[ !re are two4 ,9 ?is respect ! lett] is l ! magaz9e adv]tisem5t4 ,give all ! details ( a #ejj piano 9 an adv]tisem5t ( ord9>y size1 quot+ ! price at ! close1 & x is extremely unlikely to br+ ! read] to ! po9t ( decid+ t he w buy ! piano4 ,x is bett] to deal ) "s po9t ( int]e/ ab\t ! piano & (f] a f9e piano book free4 ,& "r "h x is wor?y ( m5tion t int]e/+ books ) su* titles z ,h[ to ,select a ,piano1 ,h[ to ,make ,money 9 ,real ,e/ate1 ,bank ,/ocks z an ,inve/m5t1 or ,! ,way to ,h a ,beautiful ,complexion1 make lett]s z well z adv]tisem5ts draw inquiries ( a good class4 ,9 o!r words1 (f] an inducem5t1 give y\r man a reason = answ]+4 ,:5 y h writt5 a lett] calculat$ to draw inquiries1 put y\rself 9 ! position ( ! man :o is to get x & read x ?r\gh f 8 /&po9t4 ,ask y\rself :e!r y w\ld answ] x if y receiv$ x4 ,te/ x = a reason1 an inducem5t1 & see if x has ! pull+ p[] y want x to h4 ,if y are (f]+ a book1 = example1 impress ! read] ) ! real value ( ! book1 magnify its desirability 9 8 m9d4 ,a pap] company does ?is admirably :5 x writes3 ,! new ,condax specim5 book is a beautiful ?+--n a m]e book ( pap] samples1 und]/&1 b a collection ( art ma/]pieces & h&-lett]$ designs1 pr9t$ ) r>e ta/e on ! v>i\s k9ds ( ,condax pap]s4 ,_m h told u x is ! f9e/ example ( pr9t+ !y h ev] se5 come f ! press4 ,we feel sure y w\ld treasure ! book j = its arti/ic m]its1 b we are n s5d+ y "o n[ because !re is su* a trem5d\s dem& = x t we d n l to *ance hav+ a s+le copy g a/ray & we want y\rs to rea* y p]sonally4 ,we are hold+ x = y & ! enclos$ c>d w br+ x1 c>efully wrapp$1 by return mail4 99 99 99 99 99 ,( c\rse su* a book mu/ be design$ to d ! prop] "w :5 x gets into ! h&s ( ! read]4 ,x is a mi/ake to tell a great deal 9 ! inquiry-br++ lett]1 unless y c reasonably hope to close a sale4 ,a man w act on impulse 9 ord]+ a doll> article1 b he isn't likely to be impulsive ab\t an insurance policy4 ,if y give him ! entire canvass on an insurance policy at ! fir/ %ot1 x w h to be ( extraord9>y int]e/ & conv9c+ p[] to close ! sale4 ,! subject is new4 ,! prospect has n _h a *ance to ?9k ov] ! facts4 ,he is suspici\s ( y\r p[]2 afraid ( ha/9ess on 8 own "p4 ,he is likely to give himself ! canvass & decide ,no1 be=e giv+ y any fur!r *ance4 ,appeal to curiosity4 ,ar\se int]e/ & leave x unsatisfi$4 ,rememb] t y\r inquiry lett] is a def9ite "p ( y\r campaign4 ,!re=e x mu/ be consi/5t ) :at is to foll[ & mu/ pave ! way naturally = x4 ,seek replies only f ^? :o c use & c af=d to buy ! article y h to sell4 ,a mak] ( a specialty ma*9e got out an inquiry lett] along ?is l9e3 ,if y are tir$ ( a sal>i$ job1 if y want to get into a big-pay+1 indep5d5t bus9ess ( y\r own4 ,i h a proposition t w int]e/ y4 99 99 99 99 99 ,( c\rse he got a big p]c5tage ( replies1 = :at man does n want a big-pay+1 indep5d5t bus9ess ( 8 own8 ,b :5 9 8 foll[-up lett] he /at$ 8 proposition1 (f]+ /ate rights to 8 ma*9e = #e1jjj1 he %ot ov] ! heads ( #ii p] c5t ( ! m5 :o _h answ]$ 8 fir/ lett]4 ,8 inquiry lett] _h completely fail$ ( its purpose4 ,x 0 n selective1 x 0 g5]al4 ,de> ,sir3 ,i %\ld l to h y consid] buy+ ! enclos$ s]ies ( talks on adv]tis+ = use 9 y\r pap]4 ,i am an exp]t adv]tis+ man & ,i h sp5t a great deal ( "t & en]gy on ^! talks4 ,i "k t !y w produce results t w be v satisfactory to y = !y are bas$ on ! real exp]i5ce ( an exp]t4 ,! price ( ^! talks--t is1 ! "r to use ! talks & illu/rations 9 y\r city--is #ae1 :i* y mu/ admit is dirt *eap1 consid]+ ! quality ( ! matt]4 ,all ! progressive publi%]s are jump+ at ! *ance to get ^! talks at ! l[ price ,i am quot+ !m4 ,if y d n accept my (f]1 "o ( y\r competitors w c]ta9ly d s1 & y w lose pre/ige4 ,hop+ to he> f y at once & promis+ c>eful att5tion to y\r valu$ favors1 ,i am ,truly y\rs1 ,signature3 ,g4 ,l4 ,lawr5ce 99 99 99 99 99 ,?is lett] has an un=tunate beg9n+4 ,! writ] />ts by consid]+ 8 own int]e/s r ?an ^? ( ! publi%]4 ,x is n tactful to beg9 ) ,i want-to-sell-y-some?+ talk4 ,! second p>agraph is m]ely an egoti/ic /atem5t4 ,no facts are furni%$ to impress ! publi%]4 ,9 ! ?ird p>agraph price is introduc$ be=e desire is creat$4 ,! f\r? p>agraph is a palpable boa/ t w n be believ$ & an ins9uation t ! publi%] address$ may n be progressive4 ,! sugge/ion ab\t ! competitor is likely to ar\se antagonism4 ,! close is hackney$ & ! entire lett] is r an adv]tisem5t ( ! writ]'s inability r ?an ( 8 ability 99 99 99 99 99 ,d n deceive4 ,no?+ is ga9$ by deception 9 a high grade v5ture4 ,y\r (f] to give away a fir/-class lot 9 a fir/-class suburban real e/ate campaign w make a good class ( read]s suspici\s ( y4 ,& ?\gh y may get _m inquiries f ^? :o are look+ = some?+ = no?+1 ! *ances are t ! inquiries w be ( a v poor quality4 ,bett] get two p] c5t ( fir/-class prospects ?an t5 p] c5t t w only wa/e y\r "t4 ,y mu/ n =get t x co/s money to solicit p ei!r by mail or by salesm54 ,,h[ ,,to ,,increase ,,y\r ,,adv]tis+ ,,receipts ,sid5ote3 ,head+ & fir/ s5t5ce introduce a subject ( vital int]e/ to publi%]s4 ,:at w\ld x be wor? to y to h a doz5 m local adv]tis]s buy+ y\r space regul>ly8 ,sid5ote3 ,facts & argum5ts :i* %[ t ! writ] kn[s conditions4 ,h[ mu* money w\ld x mean to h 9 ! pap] regul>ly j a few ( ^? :o adv]tise poorly & spasmodically = a %ort "t1 !n drop out & :9e t adv]tis+ doesn't pay8 ,sid5ote3 ,z he has _h su* wide exp]i5ce he und]/&s ! situation & 8 words c>ry conviction--t\* a t5d] spot ) e publi%]4 ,i "k y\r problems4 ,i h _h solicit+ exp]i5ce z well z broad copywrit+ exp]i5ce4 ,i s]v$ ?ree ye>s on ! adv]tis+ /aff ( ,,! ,,baltimore ,,news--! pap] = :i* ,mr4 ,munsey rec5tly paid #a1ejj1jjj4 ,i "k h[ h>d x is to get a c]ta9 class ( local adv]tis]s />t$4 ,i "k h[ h>d x is to keep !m go+ aft] !y once />t4 ,( c\rse ,,y "k :y "s adv]tis]s come 9 ! pap] b won't /ay4 ,!y c't see :]e _! money comes back1 ,,& ,,! ,,pla9 ,,tru? ,,is ,,t ,,(t5 ,,x ,,doesn',t ,,come ,,back simply because ^! adv]tis]s don't adv]tise intellig5tly4 ,y\r solicitors are n all skillful copywrit]s4 ,solicit+ ability & copy-writ+ ability r>ely g toge!r4 ,ev5 if y\r solicitors 7 all good copy-writ]s1 !y w\ldn't h "t to /udy ea* adv]tis]'s proposition exhau/ively4 ,b if y expect to keep y\r adv]tis+ receipts up to ! high-wat] m>k1 y c't always d ,,all ,,solicit+ & ,,no ,,help+4 ,y mu/ assi/ ! adv]tis] to get ! full value ( ! money he sp5ds ) y4 ,h[8 ,?is lett] answ]s ! "q4 ,sid5ote3 ,cle> & logical4 ,read ! atta*$ ,,secrets ,,( ,,successful ,,adv]tis+4 ,!y are %ort1 b !y are int]e/+ & !y are practical4 ,note ! pla9 examples ( ! good & ! bad4 ,^! talks w enc\rage adv]tis]s to beg9 & w help ^? :o come 9 to get ! wor? ( _! money4 ,if y s5t all ( y\r cu/om]s & prospective cu/om]s a book on ,adv]tis+--ev5 if a suitable "o 7 available--x might insult "s4 ,p]haps only a few w\ld read x ?or\ghly4 ,besides1 x w\ld probably co/ y a hundr$ doll>s4 ,^! %ort talks c be us$ on days :5 y are n pu%$ = space4 ,y c see t !y look readable4 ,!y c be read 9 a m9ute or two4 ,! co/ is insignificant1 consid]+ ! results t are sure to come f ?is campaign ( education4 ,suppose only two or ?ree new patrons came 9 z ! result2 y w\ld get back y\r little inve/m5t ov] & ov]4 ,:o w educate y\r cu/om]s & prospective cu/om]s if y don't8 ,sid5ote3 ,an effective1 confid5t close t comm&s respect & consid]ation4 ,i d n urge y4 ,j read ! articles4 ,i "k :at y1 z a progressive publi%]1 w ?9k ( !m4 ,let me he> f y z soon z conv5i5t1 = if y d n want ! s]vice1 ,i %all want to (f] x else:]e4 ,y are ! only publi%] 9 y\r city to :om ,i am n[ (f]+ ! s]vice4 ,i enclose /amp = ! return ( ! %eets 9 ! ev5t t y d n keep !m4 ,y\rs = m & bett] adv]tis+4 ,signature3 ,m4 ,b4 ,&rews 99 99 99 99 99 ,! "q ( h[ to op5 y\r inquiry lett] is a big "o4 ,good beg9n+s are z v>i$ z ! proposition :i* ! lett] pres5ts4 ,! /raight "q usually comm&s att5tion4 ,d y get ! be/ price = y\r goods8 ,are y secur+ all ! adv]tis+ patronage to :i* y are entitl$8 ,c\ldn't y use an extra pair ( good tr\s]s8 ,d y collect #ih p] c5t ( y\r acc\nts8 ,op5+s ( ?is k9d rivet att5tion4 ,) "s lett]-writ]s1 ! direct comm& /yle ( op5+ is popul>3 ,get m adv]tis+4 ,h[8 ,?is lett] answ]s ! "q4 ,we> tailor-made clo!s at ! price ( ready-made4 ,make y\r money e>n y six p] c5t4 ,if ^! op5+s are *os5 ) ! c>e t ! adv]tis+ man uses 9 select+ head+s = adv]tisem5ts1 att5tion w be secur$4 ,g5tlem53 ,y\r easie/ pr(its are ^? y make by sav+ exp5se4 ,!re is "o way y c save r5t2 save wages2 save damage to samples & /ill sell m goods4 ,in/all a ,pat5t ,ext5sion ,display ,rack 9 any dep>tm5t y l-- picture1 l951 notions1 sport+ goods1 etc41 & y w add #cj squ>e feet ( display = e foot y use4 ,y w enable "o salesman to d ! "w ( two4 ,y w save ! "t y\r salesm5 n[ sp5d 9 gett+ out goods & putt+ !m away4 ,y w prev5t ! samples f becom+ soil$4 ,don't take ! tr\ble to write u a lett]1 j p5cil on ! foot ( ?is ! "n ( ! manag] ( ! dep>tm5t y w\ld l to beg9 )1 & we w expla9 all ab\t ^! display racks to him4 ,y\rs v truly1 ,signature3 ,smi? & ,de5e ,p4,s4 ,m>%all ,field ,co41 ( ,*icago1 b\ght ! fir/ ,ext5sion ,display ,rack we sold & !y h be5 buy+ ev] s9ce4 ,_! la/ ord] j receiv$ am\nts to ne>ly a ?\s& doll>s4 ,c y af=d n to inve/igate8 99 99 99 99 99 ,! ref]5ce to easy pr(its at once int]e/s e bus9ess man & ! me?od ( sav+ r5t1 sav+ wages & increas+ sales is c]ta9 to be inve/igat$4 ,! ?ird p>agraph pres5ts good argum5t--%ort & to ! po9t4 ,! lett] is extremely easy to answ]--j a few words ) a p5cil & t is all4 ,pro( ( ! m]it ( ! article 9 its satisfactory use by a l>ge :olesale h\se is clev]ly br\ght out 9 ! po/script 99 99 99 99 99 ,ano!r good way to w9 ! int]e/ ( ! prospect is to (f] to help him 9 8 buy+ 9 "s specific way4 ,a firm sell+ diamonds by mail1 = in/ance1 does x 9 ?is fa%ion3 ,unless y are an exp]i5c$ judge ( preci\s /ones1 x is almo/ impossible to buy a diamond at r&om & be c]ta9 ( gett+ value = y\r money4 ,b y ne$ n take *ances4 ,our be/ exp]t has writt5 a booklet tell+ j h[ to det]m9e diamond value1 h[ to detect flaws1 & expla9+ ! *oice/ cutt+s4 ,:e!r or n y buy ( u1 ?is little book w be ( ine/imable value to y 9 buy+ /ones4 ,we w be glad to s5d y a copy = ! ask+4 99 99 99 99 99 ,/ill o!r writ]s foll[ ! decl>ative =m ( op5+4 ,allison ,pref]r$ has advanc$ to #ajf 9 a week4 ,ye/]day we sold = #aj1jjj ca% a prop]ty t 0 put 9 our h&s only ,tuesday4 ,b inasmu* z ! decl>ative =m lacks a little ( ! inh]5t int]e/ ( ! "q or ! comm&1 x %\ld deal ) "s po9t ( p>ticul> int]e/ value to ! class address$4 ,/yle & int]e/ value are j z important 9 ! lett] t is to draw an inquiry z 9 ! lett] design$ to make a sale4 ,"s ?9k t j because a lett] is fairly c]ta9 to rea* a man if prop]ly address$1 x is easy to get a reply4 ,f> f x4 ,unless !re is a good reason = a man answ]+ a lett]1 he isn't go+ to d x4 ,suppose t a furniture deal]1 on receiv+ a new /ock ( furniture1 writes a lett] l ?is to a li/ ( sev]al hundr$ wom53 ,our fall /ock ( furniture arriv$ on ,saturday & is n[ on exhibition on our ?ird floor4 ,! %[+ is unsurpass$4 ,"h y w f9d some?+ to suit y1 :e!r y wi% oak1 mahogany1 walnut or bir*4 ,we invite y to pay u a call4 99 99 99 99 99 ,"s :o w\ld probably h come anyway may come 9 response to su* a lett] or may write = special in=mation4 ,b a lett] ( ?is k9d is sure to br+ results3 ,de> ,mrs4 ,br[n3 ,i rememb] t :5 y pur*as$ ! mahogany b$ la/ ,m>* y express$ a desire to buy a dress] t w\ld mat*4 ,9 ! new lot ( furniture t we put on our floors only ye/]day are sev]al dress]s t w\ld mat* y\r piece p]fectly4 ,come 9 & see !m4 ,i %\ld l y to see also ! dress+ tables & *airs t mat* y\r dress]1 ev5 if y are n ready j n[ to get an entire set4 99 99 99 99 99 ,! fir/ lett] has little po9t to x4 ,! second has p]sonality & int]e/1 & if sign$ by ! salesman t sold ! fir/ piece ( mahogany1 is c]ta9 to br+ ! cu/om] 9 if any?+ w\ld4 ,a /rong me?od ( clos+ lett]s ( ?is sort is to h f9al p>agraphs ( ?is /yle3 ,may we tell y m8 ,?is won't put y "u ! lea/ obligation4 ,if we c't %[ y t x is to y\r int]e/ to take up ?is matt]1 x is our fault--n y\rs4 ,mail ! c>d n[ & let u put all ! facts be=e y4 ,a po/ c>d or a po/al c>d %\ld be enclos$ 9 all inquiry- br++ lett]s4 ,! reque/ = fur!r details %\ld be pr9t$1 s t ! prospect has only to sign 8 "n & mail ! c>d4 ,9 o!r words1 make x easy = ! prospect to answ]4 ,ano!r ?+1 don't pr9t any?+ on ! c>d t w make x appe> t ! prospect is committ+ himself4 ,p>agraphs ( ?is sort h prov$ effective3 ,)\t committ+ myself1 ,i give y p]mission to furni% me full in=mation ab\t ! subject m5tion$ 9 y\r lett]4 ,! c>d me?od is p>ticul>ly good if ! inquiry is to be foll[$ up by a solicitor1 = ! c>d may be s5t conv5i5tly to ! solicitor :o w take x ) him :5 he calls4 ,x sometimes pays to h all ! inquiries f a t]ritory s5t on c>ds address$ to a c]ta9 solicitor1 ?\gh ! inquir] may ?9k at ! "t ( inquir+ t ! "o ^: "n appe>s on ! c>d m]ely is ! correspond5t t wrote ! lett]4 ,! advantage is t a prospect :o s5ds 9 a c>d address$ to ,mr4 ,h4 ,e4 ,c>r+ton1 c>e ( ! ,smi? ,publi%+ ,company1 has se5 ,mr4 ,c>r+ton's "n4 ,:5 ,mr4 ,c>r+ton calls1 ! inquir] is sometimes flatt]$ to ?9k t ! g5tleman has be5 s5t f ! home (fice4 ,z he has writt5 a c>d to ,mr4 ,c>r+ton1 he _c ) good grace d5y an int]view4 ,! man :o writes & (f]s to d some?+ )\t putt+ ! lea/ obligation on ! inquir] :o accepts ! (f] is h>d to turn d[n4 ,a writ] ( adv]tisem5ts1 aft] a c\rte\s criticism on adv]tisem5ts t he doesn't l1 closes 9 ?is way3 ,i ?9k ,i c %[ t x is to y\r int]e/ to use "s copy ( my con/ruction4 ,if ,i c't1 c]ta9ly x won't be y\r fault4 ,may ,i %[ y :at ,i ?9k is a m pr(itable way ( adv]tis+ ^! goods8 ,if :5 y see my copy y are n m ?an satisfi$ to pay my bill1 !re won't be any ill-feel+ on my "p4 ,! decision w re/ ) y4 99 99 99 99 99 ,,! ,,inquiry ,,br++ ,,lett] ,,:at ,,x ,,mu/ ,,d ,,/imulate ,,int]e/ ,,awake ,,desire ,,= ,,fur!r ,,in=mation ,,give ,,reason ,,= ,,answ]+ ,,make ,,inducem5t ,,= ,,answ]+ ,,pave ,,way ,,= ,,foll[ ,,up ,,call ,,= ,,imm$iate ,,action ,,:at ,,x ,,mu/ ,,n ,,d ,,ar\se ,,idle ,,curiosity ,,create ,,exagg]at$ ,,ideas ,,give ,,full ,,p>ticul>s ,,misrepres5t ,,proposition ,,wa/e ,,argum5ts ,,close ,,way ,,= ,,fur!r ,,lett]s 99 99 99 99 99 ,a t[nsite company1 sell+ t[n lots by mail1 uses a device t gets replies :5 ord9>y reque/s w\ld be disreg>d$4 ,z ! close ( a ?ree-page =m lett] ?is p>agraph is us$3 ,we enclose lett] t ! railway company wrote u4 ,please return x 9 ! enclos$ /amp$ envelope1 & tell u :at y ?9k ( our plan4 99 99 99 99 99 ,! next %eet foll[+ is a facsimile lett] f a prom95t railway (ficial comm5d+ ! plan1 s mak+ x easy = ! prospect to add a few words ( comm5dation4 ,?is is a clev] s*eme to coax a reply out ( ! prospect--& x is c]ta9 t he c>efully reads ! lett] f ! railroad company be=e he returns x4 ,no matt] :at ! nature ( 8 lett] x gives an opportunity = a p]sonal reply4 ,a clo?+ manufactur] has an effective me?od ( draw+ out a fre% inquiry or indication ( int]e/ f 8 mail+ li/ by inquir+ :at satisfaction ! read] got out ( ! la/ suit ord]$1 ask+ a criticism ( s]vice if ! buy] has any to make1 say+ t any?+ t 0 wrong w be made "r4 ,writ]s ( inve/m5t lett]s h f\nd t x pays to emphasize ! fact t only a small lot ( /ock is available4 ,if ! lett] leads ! prospect to believe t b>rels ( ! /ock w be sold1 ! effect w be prejudicial4 ,! limit$ quantity idea is effective 9 sell+ o!r ?+s4 ,an inve/m5t lett] t br\ght good results :]e ! sign] ( ! lett] knew all ^? to :om ! lett] 0 s5t made ! /atem5t t f\r or five %>es ( /ock _h be5 put aside = ! prospect4 ,practically no m in=mation 0 giv5 9 ! lett]1 b full in=mation 0 (f]$ on receipt ( reque/4 ,! reque/ gave opportunity = ! salesman to call4 ,?is putt+ aside idea may be appli$ to clo?+ & o!r commodities4 ,its effici5cy lies 9 ! fact t x gives a def9ite po9t to ! lett]4 ,9 ! lett] t angles = an inquiry1 d n tell too mu*4 ,:et ! appetite & ar\se ! curiosity4 ,make !m hungry to le>n all ab\t x1 make !m come back l ,oliv] ,twi/ & ask = m4 ,b x is fatal to pa9t a proposition 9 su* brilliant colors t !re is a *ance = disappo9tm5t :5 ! prospect gets 8 additional in=mation4 ,nor %\ld an (f] ( a free booklet or free samples be made s allur+ t ! lett] w be answ]$ out ( idle curiosity :5 ! recipi5t is really n a prospect at all4 ,s*emes )\t numb] c be devis$ to get a reply & only en\gh %\ld be put 9 su* a lett] to /imulate a reply1 sav+ up ! real argum5ts & ! big talk+ po9ts = ! lett] t aims on gett+ ! actual ord]4 ,h[ ,to ,close ,sales ,by ,,lett] ,,"p ,v--,,writ+ ,,! ,,sales ,,lett]--,,*apt] #ah ,suppose t y\r mo/ ob/9ate prospect--a man 9 ! next block on :om y\r clev]e/ salesman _h us$ e tactic & _h be5 rew>d$ only by polite turn-d[ns until he _h lo/ hope-- %\ld call up "s aft]noon & ask y to s5d ov] a salesman4 ,w\ld y despat* ! (fice boy8 ,or w\ld y s5d y\r /> salesman8 ,yet if t prospect liv$ a hundr$ miles away & s5t 9 a lett] ( inquiry1 "o out ( two firms w\ld entru/ ! reply to a second or ?ird-rate correspond5t--entirely =getful t an inquiry is m]ely a clue to a sale1 & n a result 9 itself4 ,?is *apt] %[s h[ to ,,get ,,! ,,ord] by lett] 99 99 99 99 99 ,! man :o inquires ab\t y\r goods isn't sold by a long ways4 ,he is simply giv+ y an opportunity to sell him4 ,inquiries ar5't results1 !y're simply clues to possible sales1 & if y are go+ to foll[ ^? clues up & make sales out ( !m1 y ne$ ! be/ m5 y c f9d & ! be/ lett]s ^? m5 c turn out to d x4 ,inquiries ( good quality are co/ly1 frequ5tly sev]al times z co/ly z ! adv]tis] figures 9 advance t he c af=d to pay4 ,yet1 /range to say1 _m adv]tis]s w employ #ej or #ajj-;a-week ability to write adv]tisem5ts t w produce inquiries & !n expect #aj or #ae m5 to turn !m into sales4 ,z a matt] ( fact n9e times out ( t5 ! h>de/ "p ( ! transaction is to close ! sale4 ,an inquiry is m]ely an expression ( int]e/4 ,! read] ( ! adv]tisem5t says1 9 effect1 ,all "r1 ,i'm impress$4 ,g ahead & %[ me4 ,or1 if he hasn't writt5 9 reply to an adv]tisem5t1 he s5ds an inquiry & invites ! manufactur] or deal] to tell :at he has4 ,to get ! highe/ possible proportion ( sales f ea* hundr$ inquiries1 requires t ! correspond5t be z skillful 9 8 writt5 salesman%ip z ! successful man beh9d ! c\nt] is ) 8 oral canvass & 8 %[+ ( ! goods4 ,if ! tru? 7 kn[n1 x is lack ( appreciation ( ?is po9t t disc\rages mo/ conc]ns try+ to sell by mail1 & x is ! real secret ( a l>ge p]c5tage ( failures4 ,a clock manufactur] notifi$ ! adv]tis+ manag] ( "o ( ! big magaz9es t he _h decid$ to discont9ue 8 adv]tis+4 ,! inquiries we get f y\r magaz9e1 he wrote1 don't pan out4 ,! adv]tis+ manag] ?\ght he saw ! reason :y & he made a trip d[n to ! factory to inve/igate4 ,reports %[$ t 9 two mon?s 8 magaz9e _h pull$ ov] #djj inquiries1 yet out ( t numb] j sev5 prospects _h be5 sold4 ,w y let me see y\r foll[-up lett]s8 he ask$4 ,!y 7 br\ght out1 & ! adv]tis+ manag] almo/ wept :5 he read !m4 ,awkw>d1 hackney$1 blund]+ notes ( ackn[l$gm5t1 !y lack$ ev5 ! m]e/ sugge/ion ( salesman%ip4 ,!y w\ld kill r ?an n\ri% ! int]e/ ( ! av]age prospect4 ,he s5t ! set ( lett]s up to ! s]vice bureau ( 8 magaz9e & a new s]ies ( /rong conv9c+ lett]s1 su* z ! clock des]v$1 7 prep>$4 ,on ! /r5g? ( ^! he got ! adv]tis] back 9 & ! next mon? out ( #ahi inquiries1 =ty-six clocks 7 sold4 ,?9k ( ! actual loss t manufactur] suff]$ simply because he did n really appreciate t inquiries ar5't sales6 ,get ?is firmly 9 m9d & !n get ! prop] attitude t[>d ! inquir]4 ,!re is a big diff]5ce betwe5 ! orig9al sales lett] & ! answ] to ! inquiry4 ,y hav5't got to w9 8 int]e/ n[4 ,y've got t4 ,b y h got to hold x & develop x to ! buy+ po9t4 ,y\r man has ask$ y some?+2 has giv5 y ! *ance to /ate y\r case4 ,n[ /ate x 9 ! mo/ complete1 conv9c+ way y "k h[4 ,de> ,sir3 ,we are pleas$ to receive y\r reque/ = ,wilson's ,acc\nt+ ,me?ods1 & a copy goes =w>d by today's mail4 ,d n fail to notify u if x fails to rea* y )9 a day ( ! receipt ( ?is lett]4 ,y\r att5tion is p>ticul>ly call$ to ! descriptive matt] on pages #c to #i1 inclusive4 ,we are confid5t t among ! =ty /ock record =ms !re illu/rat$ & describ$ y w f9d a numb] t w save "t & labor 9 y\r (fice4 ,y w see t our /ock =ms are c>ri$ 9 two sizes--#c by #f-a_/d in*es & #e by #h in*es1 ! small] size be+ furni%$ at #b a ?\s& & ! l>g] size at #b4ej a ?\s&1 assort$ z y desire4 ,%\ld y desire special =ms to meet y\r individual requirem5ts1 we c furni% !m to ord]1 pr9t$ f y\r copy1 on "o side ( l95-bond /ock--y\r *oice ( five colors--at #c4ej a ?\s&4 ,on pages #aaf to #aci y w f9d complete descriptions & ord] blanks ( our special introductory outfits1 rang+ 9 price f #a to #bb4 ,we make ^! attractive (f]s to enable our cu/om]s to select outfits t c be in/all$ at a v small co/1 & we %ip any ( our /ock outfits ) ! di/9ct und]/&+ t if !y are n entirely satisfactory !y may be return$ to u at our exp5se4 ,"u ! lib]al conditions we make1 y incur no risk 9 plac+ an ord]1 & we tru/ t we may be favor$ ) "o f y "r away4 ,by pur*as+ direct f u--! manufactur]s--y elim9ate all middleman's pr(its & are sure to get prop] s]vice4 ,let u he> f y4 ,v truly y\rs1 ,signature3 ,&]son ,&]son 99 99 99 99 99 ,a lett] t sums up well ! pr9cipal features ( ! goods describ$ 9 detail 9 ! catalogue & ! /rong po9ts ( ! manufactur]'s plan ( sell+4 ,! lett] is closely l9k$ ) ! catalogue4 ,su* a lett] z ?is is a /rong support to ! catalogue 99 99 99 99 99 ,a good way to get at ?is is to put y\rself once m 9 ! o!r man's place4 ,:at d y l to get :5 y answ] an adv]tisem5t8 ,& h[ d y l to get x8 ,fir/ ( all y l a prompt answ]4 ,i h _h "s exp]i5ces lately1 says "o bus9ess man1 t h made me feel t promptness & c>eful att5tion to all ( a correspond5t's reque/s are fully z important z ! lit]>y "p ( bus9ess correspond5ce4 ,i am int]e/$ 9 an ent]prise 9 :i* mat]ial ( v>i\s k9ds w be us$--sample j>s1 mail+ cases1 & s =?4 ,i h be5 writ+ to manufactur]s 9 ! ef=t to get samples & prices4 ,9 sev]al cases x really seem$ to me z if ! manufactur] 0 try+ to te/ my pati5ce by wait+ f ?ree days to a week be=e answ]+ my lett]4 ,sev]al ( !m =got to s5d ! samples !y ref]r$ to 9 _! lett]s4 ,9 o!r cases ! matt] ( samples 0 ov]look$ = a few days aft] ! lett] 0 writt5 or ! samples 7 ord]$ =w>d$ f a di/ant factory )\t any explanation to me t ! samples w\ld be a few days late 9 arriv+4 ,9 /ill o!r in/ances ref]5ces 7 made to prices & sizes t 7 n cle>1 ?us necessitat+ ano!r lett] & a fur!r delay ( a week or t5 days4 ,z ,i _h to h all ! mat]ial be=e ,i c\ld proce$ ) any ( x1 "o man's delay ti$ up ! :ole job4 ,really :5 "o has a *ance to see ! d[dy1 indiff]5t way 9 :i* a great _m bus9ess conc]ns take c>e ( inquiries & prospective cu/om]s1 ! wond] is t !re are s _m successes & n m failures4 ,h[ refre%+ x is to get a reply by return mail f an ent]pris+ man :o is c>eful to label e sample & to give y all ! necess>y in=mation 9 complete =m & to write 9 su* a way z to make y feel y are go+ to get prompt1 c>eful s]vice if y\r ord] is plac$ ) him4 ,x is a pleasure to s5d bus9ess 8 way1 & we d x1 too1 :5ev] we c4 ,x is easy en\gh to look out = ^! ?+s :5 a regul> me?od is adopt$4 ,) a catalogue be=e him1 ! correspond5t %\ld dictate a memor&um1 %[+ :at samples or enclosures are to be s5t & h[ ea* is to be m>k$4 ,by ref]r+ to ! memor&um1 z he dictates1 ! ref]5ces w be cle>4 ,*]i% bo? c>efulness & promptness4 ,y don't "k :at y sometimes lose by be+ a day late4 ,an inquir] (t5 writes to sev]al diff]5t conc]ns4 ,"s o!r correspond5t replies by return mail1 & ! ord] may be clos$ be=e y\r belat$ lett] gets 9 its "w1 p>ticul>ly if ! inquir] is 9 a hurry--z inquir]s sometimes are4 ,y may nev] le>n :y y lo/ ! ord]4 ,:5 y _c give full att5tion to ! reque/ imm$iately1 at lea/ write ! inquir] & tell h[ y w reply fully 9 a day or s or :5ev] y c4 ,if y c tru?fully say s1 tell him t y h j :at he wants & ask him to wait to get y\r full in=mation be=e plac+ 8 ord]4 ,9 ?is way y may hold ! matt] op54 ,de> ,sir3 ,reply+ to y\r e/eem$ favor ( rec5t date w\ld say t we h not$ y\r reque/ = a sample ( ,royal ,mixture & t same has be5 =w>d$4 ,?is tobacco is absolutely )\t "q ! f9e/ smok+ tobacco on ! m>ket today4 ,?is /atem5t w be sub/antiat$ by t5s ( ?\s&s ( smok]s4 ,we hope to receive y\r valu$ ord] at an e>ly date & rema9 ,truly y\rs1 ,signature3 ,br[n ,co4 99 99 99 99 99 ,! fir/ p>agraph ( ?is lett] is s hackney$ t x takes away all p]sonality1 & !re is no?+ 9 ! second p>agraph to build up a picture 9 ! read]'s m9d ( an enjoyable tobacco 99 99 99 99 99 ,n[ z to ! /yle & cont5ts ( y\r lett]1 "h's "o ?+ t goes a long way4 ,be *e]ful4 ,/>t y\r lett] by ackn[l$g+ 8 inquiry z ?\gh y 7 glad to get x4 ,y\rs ( ! #ae? receiv$ & cont5ts not$1 doesn't mean any?+4 ,b h[ ab\t ?is3 ,i 0 glad to f9d on my desk ?is morn+ y\r lett] ( ! #ae? inquir+ ab\t ! new model ,m>l94 ,!re's a p]sonal t\* & good w 9 t4 ,a correspond5ce s*ool answ]s a prospective /ud5t's inquiry l ?is3 ,i really believe t y\r lett] ( ! #f?1 :i* came to me ?is morn+1 w prove to be ! mo/ important lett] t y ev] wrote4 ,an op5+ su* z ?is cl9*es ! man's int]e/ aga9 & c>ries him /raight ?r\gh to ! end4 ,don't miss an opportunity to score on ! />t4 ,de> ,sir3 ,y\r ord] = a sample p\* ( ,royal ,mixture is greatly appreciat$4 ,! tobacco 0 mail$ to-day4 ,to appreciate ! diff]5ce betwe5 ,royal ,mixture & ! o!rs1 j put a little ( x on a %eet ( :ite pap] by ! side ( a p9* f a package ( any o!r smok+ tobacco manufactur$4 ,y won't ne$ a microscope to see ! diff]5ce 9 quality4 ,smoke a pipeful & y w quickly notice h[ diff]5t 9 mell[ness1 ri*ness & natural flavor ,royal ,mixture is f ! /ore-b\ght k9d4 ,if y are n en?usia/ic ov] its excell5ce ,i %all feel greatly disappo9t$4 ,s _m discrim9at+ pipe smok]s 9 all sections are prais+ x t x makes me believe t 9 ,! ,ari/ocrat ( ,smok+ ,tobacco ,i h produc$ an article t is 9 fact ! be/ tobacco money c buy4 ,royal ,mixture is all pure tobacco1 & ! cleane/1 be/-cur$ & f9e/ leaf t ! fam\s ,pi$mont section ( ,nor? ,c>ol9a c produce4 ,! quality is !re1 & w be kept z long z x is (f]$ = sale4 ,dep5d ^u t4 ,! m y smoke ,royal ,mixture ! bett] y'll l x4 ,?is is n true ( ! fancy-nam$ mixtures :i* owe _! %ort-liv$ popul>ity to pretty labels1 fancy t9 boxes & doctor$ flavors4 ,i give y quality 9 ! tobacco in/ead ( mak+ y pay = a gold label & t9 box4 ,! only way to get x is by ord]+ f me4 ,royal ,mixture goes "r f factory to y\r pipe--y get x direct1 & "k y are gett+ x j "r1 moi/ & fre%4 ,"r n[1 ,,to-,,day1 is ! "t to ord]4 ,a supply ( ,royal ,mixture co/s s little & means s mu* 9 pipe satisfaction t e h\r ( delay is a loss to y4 ,x's too good to d )\t4 ,money refund$ promptly if y are n satisfi$6 ,if x is n ask+ too mu* ( y1 ,i w\ld l to he> )9 a day or two j h[ ! tobacco suits y4 ,w y n write me ab\t x8 ,be critical1 z ,i desire y\r c&id op9ion4 ,respectfully y\rs1 ,signature3 ,wallace ,e4 ,lee 99 99 99 99 99 ,! lett] is "h rewritt51 mak+ x int]e/+ f ! fir/ l9e to ! la/4 ,x makes "o feel t ,royal ,mixture is some?+ unusually good 99 99 99 99 99 ,second1 be sure y answ] ! inquiry--e po9t 9 x4 ,y "k h[ provok$ y are :5 y ask a "q & ! correspond5t 9 reply+ fails to answ]4 ,be sure y answ] all ! que/ions ( ! inquiries y h&le4 ,give lett]s a f9al read+1 to be sure4 ,x is (t5 advisable to quote ! inquir]'s que/ions or to use side-heads s he w und]/& y ref] to ! que/ions he ask$4 ,= example1 suppose a real e/ate ag5t receives an inquiry ab\t a f>m4 ,! inquiry c be cle>ly answ]$ by adopt+ a /yle l ?is3 ,we are v glad to give y details ab\t ! ,abbott f>m 9 ,prescott ,c\nty4 ,,location4--,?is f>m is on ! macadam road betwe5 ,fr$]ick & ,:ittsville1 ?ree miles f ,fr$]ick4 ,!re is a flag /ation on ! ,d4 ,l4 railroad "o & a qu>t] miles f ! f>m gate on ! macadam road4 ,,transportation ,,facilities4--,!re are six tra9s a day on ! ,d4 ,l4 road t w /op at ! flag /ation m5tion$4 ,^! tra9s give a f\r-h\r s]vice to ,baltimore4 99 99 99 99 99 ,?is /yle ( lett] is a great aid to ! writ] 9 br++ relat$ po9ts toge!r & ?us /r5g!n+ description & argum5t4 ,if ! inquiry involves ! s5d+ ( a catalogue1 hook ! lett] & ! enclosure toge!r by specific ref]5ces4 ,x adds imm5sely to ! complet5ess ( y\r lett]4 ,& don't be afraid to repeat4 ,no matt] :at is 9 ! catalogue or booklet t is s5t along ) ! lett]1 ! lett] %\ld review concisely "s ( ! mo/ important po9ts4 ,! av]age p]son w pay clos] att5tion to :at is said 9 ! lett] ?an to :at appe>s 9 ! catalogue4 ,! lett] looks m p]sonal4 ,= example3 ,on page #ah y w see describ$ m fully ! c$> *e/ t we adv]tise 9 ! magaz9es4 ,pages #bj to #bh describe high]-pric$ *e/s4 ,all ^! *e/s are ( p]fect workman%ip & h ! h&some dull egg-%ell f9i%4 ,! high]-pric$ models h ! copp] b&s & ! big-head$ nails4 ,use ! ord] blank t appe>s on page #cb ( ! catalogue1 & be sure to read ! directions = ord]+ t appe> on page #cj4 99 99 99 99 99 ,^! descriptions & ref]5ces tie ! lett]s /rongly to ! enclosures & ?us unify ! entire canvass4 ,! woman :o gets a lett] tell+ h] t ! refrig]ator %e inquir$ ab\t is describ$ & illu/rat$ on page #dj ( ! catalogue s5t "u sep>ate cov]1 & !n reads "s quot$ expressions f p 9 h] t[n or /ate :o h b\ght ^! refrig]ators1 is m likely to ord] ?an if a lett] is s5t1 tell+ h] m]ely t ! catalogue has be5 mail$ "u sep>ate cov]2 t x gives a complete description b t any special in=mation w be giv5 on reque/4 ,! fir/ me?od ( reply+ makes x appe> t ! correspond5t is en?usia/ic ab\t 8 refrig]ators & really wants to sell ! inquir] "o4 ,! second me?od is cold & indiff]5t4 ,if y\r goods p]mit ! s5d+ ( samples by all means enclose "s ) ! lett]4 ,!y p]mit ! actual h&l+ ( ! article1 :i* is s great an advantage 9 sell+ ov] ! c\nt]4 ,& !n insure att5tion4 ,no man1 = example1 w ?r[ away a hab]da%]'s lett] ref]r+ to spr+ %irts if samples are enclos$4 ,! samples w get "s att5tion1 ?\gh ! "o :o receiv$ !m may n ne$ %irts at ! "t4 ,samples also give an opportunity to emphasize value4 ,= in/ance1 x is a good plan to say3 ,take ^! samples ( out+s to y\r local /ore & see if y c get any?+ at #be t is half z good z :at we are (f]+ y4 ,! fact is1 few p make su* comp>isons1 b ! invitation to comp>e is evid5ce ( ! adv]tis]'s confid5ce4 ,= t matt]1 few p ask = refund ( money on hone/ m]*&ise1 provid$ ! refund is limit$ to a brief p]iod2 b ! promise ( in/ant refund :5 unsatisfactory goods are return$1 is a great confid5ce-creator4 ,x is n always possible = "o correspond5t to h&le ! entire inquiry4 ,9 t case x is well to let ! answ] indicate ! c>e ex]cis$ 9 prep>+ x4 ,a "p ( a lett] may sometimes advantage\sly ref] to "s o!r correspond5t :o c deal m ?or\ghly ) a te*nical matt] "u discussion4 ,a l>ge mail-ord] conc]n employs a man :o c tell cu/om]s 9 a tactful way j h[ to make c(fee & tea1 & he makes satisfi$ cu/om]s out ( _m :o o!rwise w\ld believe t !y _h receiv$ inf]ior goods4 ,?is same man is also an exp]t 9 adju/+ by lett] any tr\bles t may arise ov] ! company's premium clocks1 & s =?4 ,unless su* te*nical matt]s are ext5sive en\gh to require a sep>ate lett]1 !y c be introduc$ into o!r communications by m]ely say+3 ,on read+ :at y h writt5 ab\t ! eng9e1 our exp]t has ?is to say3 99 99 99 99 99 ,de> ,sir3 ,y\r e/eem$ inquiry has be5 receiv$1 & we are s5d+ y "o ( our booklets4 ,9 case none ( ! samples suit y1 let u "k :at colors y l & we w s5d m samples4 ,we c save y money on tr\s]s4 ,a great _m ( ! be/ dress]s ( ,new ,york & ,*icago are we>+ tr\s]s made by u4 ,y run no risk 9 ord]+1 = if ! tr\s]s are n z ,i repres5t !m or d n fit y1 we w correct ! mi/ake or refund y\r money4 ,we urge y to ord] imm$iately1 z we may n h 9 /ock ! patt]ns y pref]4 ,tru/+ to receive y\r ord] at an e>ly date4 ,truly y\rs4 ,signature3 ,edw>d ,br[n 99 99 99 99 99 ,?is lett] />ts out ) a hackney$ op5+ & n en\gh emphasis is put on ! samples4 ,x is a mi/ake to make ! sugge/ion t ! samples s5t may be unsuitable4 ,! ?ird p>agraph />ts out ) an ass]tion unback$ by pro( & ! second s5t5ce is a silly boa/ t no "o believes4 ,a man does n pay 8 tailor ! full price until ! tr\s]s are complet$4 ,x is a weak sell+ plan to try to p]suade a /rang] to s5d ! entire price to an adv]tis] :om he kn[s no?+ ab\t4 ,! plea = an imm$iate ord] on ! gr\nd t ! patt]n may n be 9 /ock lat] is a weak & un=tunate me?od ( argum5t4 ,! f9al p>agraph is z hackney$ z ! fir/1 & fails to impress ! read] 99 99 99 99 99 ,de> ,sir3 ,"h y are6 ,?is mail w br+ y a sample book conta9+ "s ( ! neate/ tr\s]s patt]ns y h se5 9 a long "t4 ,te> (f a /r& f any ( !m & hold a mat* to x2 if x doesn't burn wool ! laugh is on me4 ,y may wond] :y ,i c und]sell y\r local deal] & yet turn out tr\s]s t make good4 ,c]ta9 conditions1 ( :i* ,i %all tell y1 make ?is possible4 ,9 ! fir/ place1 tr\s]s are my specialty4 ,o!r tailors want suit ord]s above all1 b ,i h built up my bus9ess by specializ+ on tr\s]s alone4 ,i buy my fabrics f ! manufactur]s 9 l>ge quantities at :olesale prices4 ,! sav+--! money t repres5ts y\r retail]'s pr(it--comes to y4 ,i don't ne$ an upt[n diamond-front /ore1 ) an exorbitant r5tal4 ,in/ead1 ,i employ ! be/ tailors ,i c f9d4 ,! tr\s]s ,i make are built1 n %ap$1 to fit y4 ,we don't press !m into %ape ) a goose1 ei!r4 ,all our fabrics are %runk be=e we cut !m at all4 ,sewn ?r\gh\t ) silk1 ! seams w n rip or give4 ,& /yle--:y1 y w be surpris$ to see t tr\s]s c\ld h s mu* individuality4 ,i c\ld n af=d to sell j "o pair ( tr\s]s to ea* man at ^! prices4 ,x co/s me some?+ to rea* y--to get y\r fir/ ord]4 ,y w ord] y\r second pair j z naturally z y w\ld call = y\r favorite cig>4 ,i am enclos+ ?ree samples ( #f ,london wool5s4 ,^! h j come 9--too late to place 9 ! sample book4 ,ar5't !y beauties8 ,please don't =get t ,i gu>antee to please y or to return y\r money *e]fully4 ,i ask = ! #a ) ord] only to protect myself aga9/ trifl]s4 ,may ,i look = an e>ly ord]8 ,y\rs1 = high-grade tr\s]s4 ,signature3 ,*as ,r4 ,gre5e 99 99 99 99 99 ,an int]e/+ beg9n+1 invit+ pro( ( quality4 ,facts %[ :y l[ prices c be quot$1 foll[$ by graphic description & logical argum5t4 ,! samples give po9t to ! lett] & ! pla91 fair sell+ plan makes an effective end+ 99 99 99 99 99 ,!n aga91 make y\r lett] cle>4 ,good descriptions are j z important 9 answ]s to inquiries z 9 lett]s t h ! task ( bo? develop+ int]e/ & clos+ a sale4 ,all t has be5 said 9 previ\s *apt]s z to ! value ( graphic descriptions & me?ods ( writ+ !m applies ) full =ce to ?is *apt]4 ,! lett] t is a reply to an inquiry c prop]ly give m detail$ & specializ$ description ?an a lett] t is n a reply to an inquiry1 = 9 writ+ to "o :o has inquir$ ! correspond5t kn[s t ! read] ( ! lett] is int]e/$ & w give att5tion to details if !y are giv5 cle>ly & attractively4 ,g5]ally speak+1 a sales lett] t is 9 response to an inquiry %\ld make x unnecess>y = ! read] to ask a second "t = in=mation be=e rea*+ a decision4 ,& ?is leads to "o big important po9t3 d y\r be/ to close ! sale 9 ?is fir/ reply4 ,don't leave loop holes & unc]ta9ties t enc\rage fur!r correspond5ce4 ,give y\r lett] an air ( f9ality4 ,lay d[n a def9ite buy+ proposition & !n make x easy = y\r man to accept x4 99 99 99 99 99 ,,:at ,,w ,,make ,,reply ,,effective ,,promptness ,,complet5ess ,,answ] ,,all ,,que/ions ,,give ,,full ,,details ,,cle>ness ,,make ,,fur!r ,,lett]s ,,unnecess>y ,,label ,,samples ,,pla9ly ,,def9ite ,,proposition ,,gu>antee ,,( ,,satisfaction ,,make ,,ord]+ ,,easy ,,inducem5t ,,= ,,quick ,,action 99 99 99 99 99 ,gu>antees1 def9ite proposals1 sugge/ions to use ! enclos$ ord] blank1 are important factors 9 effective clos+ p>agraphs4 ,don't put too mu* /ress on ! fact t y want to give m in=mation4 ,_m correspond5ts actually enc\rage ! inquir] to write aga9 & ask = m in=mation be=e ord]+4 ,try to get ! ord]--n a lot ( new que/ions4 ,exp]im5ts %[ t ! int]e/ ( an inquir] wanes rapidly aft] ! receipt ( ! fir/ response4 ,9 reply+ to inquiries1 ! *ance ( secur+ a sale ) a ?ird lett] is mu* less ?an ! *ance ) ! fir/1 = aft] receiv+ ! fir/ lett]1 if x is unconv9c+1 ! inquir] is likely to come to an adv]se decision t _c aft]w>ds be easily *ang$4 ,9 ?is respect1 answ]s to inquir]s are mu* l unsolicit$ lett]s s5t out to non-inquir]s & plann$ to create & build up int]e/4 ,9 a numb] ( l9es ( bus9ess ! ?ird lett] s5t out 9 response to an inquiry b>ely pays = itself4 ,= ?is reason1 x is usually poor policy 9 h&l+ ?is class ( bus9ess to )hold "s /rong argum5t f ! fir/ lett] 9 ord] to save x = ! second or ! ?ird4 ,bett] fire ! #ac-;in* gun z soon z y h ! range4 ,if ! fir/ answ] fails to l& ! ord]1 ! adv]tis] may foll[ up ) an easi] plan ( paym5t1 a small] lot ( ! goods1 or make "s o!r su* inducem5t4 ,n all goods admit ( (f]+ small lots1 b :5 ?is c be done1 ! argum5t may be made t !re is no pr(it 9 su* small ord]s1 t ! (f] is only made to conv9ce ! inquir] ( quality4 ,"s v successful correspond5ts close 9 ! direct-comm& /yle3 ,don't delay2 s5d y\r ord] ,,n[4 ,sit "r d[n & let u h y\r ord] be=e y =get x4 ,x isn't necess>y to write a lett]2 j write across ! face ( ?is lett] ',i accept ?is trial (f]'1 sign y\r "n & s5d ! %eet back to u 9 ! enclos$ envelope4 ,su* clos+ s5t5ces are /rong1 because ! read] is influ5c$ to act imm$iately1 & ! loss t usually comes ab\t by reason ( p putt+ ?+s (f & =gett+ is r$uc$4 ,! ?ird example is p>ticul>ly good because x elim9ates lett]-writ+1 :i* is a task to _m & some?+ t is (t5 put (f until ! matt] is =gott54 ,o!r correspond5ts1 in/ead ( us+ ! direct comm& /yle1 close 9 ?is way3 ,we are hav+ a big sale on ^! por* *airs4 ,if y ord] imm$iately we c supply y1 b we _c promise to d s if y wait4 ,we "k t if y place y\r ord] y w be m ?an well pleas$ ) y\r inve/m5t4 ,if prices are to be increas$ on ! goods (f]$1 ! correspond5t has a fir/-class opportunity to urge an imm$iate response3 ,!re is j two weeks' "t 9 :i* y c buy ?is ma*9e at #be4 ,s y c save #e by act+ imm$iately4 ,exp]i5ce %[s t ! increas$-price argum5t is a good clos]4 ,9 ! f9al s5t5ces ( ! lett] %\ld be m5tion$ ! premium or ! disc\nt t is giv5 :5 ! ord] is receiv$ be=e a c]ta9 date4 ,^! (f]s are effective clos]s 9 _m cases4 ,9 mak+ !m x is well to say provid$ y\r ord] is plac$ 9 ! mails n lat] ?an ! #aj?1 = su* a date puts all on ! same foot+ no matt] h[ di/ant !y are f ! adv]tis]4 ,f9ally1 don't ov]look ! opportunity to make ev5 ! signature to y\r lett] contribute some?+4 ,firm signatures are r lack+ 9 p]sonality4 ,smi? ,br[n ,clock ,co4 hasn't mu* pull to x4 ,b :5 ! p5-writt5 "n ( ,alb]t ,e4 ,br[n appe>s "u ?is signature ! lett] has mu* m ( ! p]sonal appeal4 ,= ?is reason1 _m conc]ns foll[ ! practice ( hav+ "s "o put a p]sonal signature "u ! firm "n4 ,x is n desirable1 ( c\rse1 to h mail come address$ to individuals connect$ ) ! firm1 b ?is c be avoid$ by hav+ return envelopes1 address$ to ! firm1 9 e lett]4 ,9 fact1 a little slip may be enclos$ read+3 ,no matt] to :om y address an ord] or lett] always address ! envelope to ! firm4 ,?is insures prompt att5tion4 ,at lea/ "o l>ge clo?+ conc]n has f\nd x pr(itable to let its lett]s g out ov] su* signatures z ,alice ,f>r>1 = ,,br[n ,,co4 ,^? to :om ,miss ,f>r> writes are in=m$ t ! inquiry has be5 turn$ ov] to h] = p]sonal att5tion--t %e att5ds to all reque/s f t inquir]'s section & w d h] be/ to please1 & s on4 ,:5 me?ods ( ?is k9d are foll[$ & x becomes necess>y--because ( ! abs5ce ( ! correspond5t address$--= "s "o else to answ] a lett]1 x is well to say4 ,9 ! abs5ce ( ,miss ,f>r>1 ,i am answ]+ y\r lett]4 ,nev] let an inquir] feel t ! "o he addresses is too busy to att5d to 8 wants or is n int]e/$ en\gh to reply4 ,:5 ! busie/ presid5t ( a bus9ess conc]n turns ov] to "s "o else a lett] int5d$ = ! presid5t's p]sonal read+1 ! correspond5t %\ld say1 ,presid5t ,p>k9s1 aft] read+ y\r lett]1 reque/s me to say = him1 & s on4 ,^! little t\*es ( p]sonality & c\rtesy are nev] lo/4 ,!y create a cumulative bus9ess asset ( enorm\s value4 ,:at to ,,enclose ,) ,sales ,lett]s ,,"p ,v--,,writ+ ,,! ,,sales ,,lett]--,,*apt] #ai ,sales h be5 made--& lo/--by ! pr9t$ matt] enclos$ ) bus9ess correspond5ce4 ,a m]e mass ( fold]s1 c>ds & bric-a-brac is 9 itself n impressive to ! prospect' unless ea* item backs up a /atem5t 9 ! lett] & has a direct be>+ on ! sale ,enclosures may be classifi$ ?us3 ,,fir/1 catalogues1 price li/s & detail$ descriptive matt]--to in=m ! prospect ( ! goods2 ,,second1 te/imonials & gu>antees--to prove ! claims made = ! goods2 ,,?ird1 return po/als1 address$ envelopes & ord] blanks--to make x easy = ! prospect to buy ! goods 99 99 99 99 99 ,! enclosure is to ! lett] :at ! support+ army is to ! l9e ( attack4 ,x /&s j beh9d ! m5 at ! front1 ready to /r5g!n a po9t "h1 re9=ce ! l9e !re1 ov]:elm opposition f9ally ) /r5g? & numb]s4 ,a clev] sales lett] may make ! prop] impression1 x may h all ! elem5ts necess>y to close ! sale1 b x is ask+ too mu* to expect x to h&le ! :ole situation alone4 ,! av]age prospect wants m ?an he f9ds 9 a lett] be=e he w lay d[n 8 money4 ,! v fact t a lett] comes alone may ar\se 8 suspicions4 ,b if he f9ds x back$ up by accompany+ enclosures t take ?+s up :]e ! lett] leaves (f1 answ] 8 m5tal inquiries & pile up pro(1 ! proposition is m c]ta9 to receive consid]ation4 ,! :ole pr9ciple ( "r use ( enclosures is a matt] ( =esee+ :at y\r man w want to "k ab\t y\r proposition & !n giv+ x to him 9 cle> conv9c+ =m & lib]al measure4 ,b enclosures mu/ be z c>efully plann$ z ! lett] itself4 ,!y are calculat$ to play a def9ite "p1 accompli% a def9ite end & ! /udy ( _! effect is j z vital z ! /udy ( /ep-by-/ep progress ( lett] salesman%ip4 ,"s lett] writ]s seem to ?9k t ! only ess5tial 9 enclosures is numb]s & !y /uff ! envelope full ( miscellane\s fold]s1 booklets & o!r pr9t$ matt] t does little m ?an bewild] ! man :o gets x4 ,o!rs make ! mi/ake ( n putt+ any?+ 9 ) ! lett] to help ! prospect buy4 ,nei!r mi/ake is excusable1 if ! writ] w only analyze 8 proposition & 8 prospect1 consid] :at ! man at ! o!r end w want to "k--!n give him t--& m4 ,& 9 ord] to live up to ?is c>d9al rule ( enclosures1 simply conf9e y\r lett] to "o article4 ,sev5 ( ! be/ lett] writ]s 9 ! c\ntry h made exhau/ive te/s ) descriptive fold]s4 ,!y h f\nd t "o descriptive circul>1 ) "o po9t1 & "o idea pulls :]e ! multiplicity ( enclosures simply bewild]s & prejudices ! read]4 ,^! m5 h conclusively prov$ t ov]load$ envelopes d n br+ results4 ,9 g5]al ! enclosure has ?ree purposes3 fir/1 to give ! prospect a m complete & detail$ description ( y\r goods2 second to give him pro( 9 pl5ty ( _! value2 ?ird1 to make x easy = him to buy4 ,on ?is basis let u classify ! k9ds ( enclosures2 t is1 ! m$iums ?r\gh :i* ^! ?ree purposes may be accompli%$4 ,! fir/1 ! detail$ description1 is usually giv5 9 catalogue1 booklet or circul>1 complete 9 its explanation &1 if possible1 illu/rat$4 ,supplem5t+ ! catalogue or booklet1 samples %\ld be us$ :5ev] practicable = !y help m ?an any?+ else c to visualize ! goods 9 ! prospect's eyes4 ,pro( is be/ suppli$ 9 two ways1 ?r\gh te/imonials & gu>antees2 & ! ways ( prep>+ ^! = ! prospect are endless 9 v>iety4 ,?ird1 y w make x easy to ord] ?r\gh ! use ( ord] blanks1 return c>ds1 address$ envelopes1 myriads ( s*emes t tempt ! p5 to ! dott$ l9e4 ,! exact =m ( ea* ( ^! elem5ts is n ( mom5t "h s long z x is cle> to ! man :o receives x4 ,! po9t to be made is t "o enclosure repres5t+ ea* ( ^! elem5ts-- description1 pro(1 & easy ord]+--%\ld accompany ! sales lett] to back x up & make its attack effective4 ,& n[ to take ^! up "o by "o & see ! "p ea* plays4 ,:5 ! prospect reads y\r lett]1 if x w9s 8 int]e/1 8 fir/ ?\ght is ,well1 ?is s\nds good1 b ,i want to "k m ab\t x4 ,& "r !re ! circul> comes to 8 assi/ance--& to y\rs4 ,& on ?is circul> dep5ds v l>gely :e!r 8 int]e/ is go+ to gr[ or die a natural dea?4 ,if x is to lead him t[>d an ord] x mu/ picture to him cle>ly j :at y\r proposition is & at ! same "t x mu/ conta9 en\gh salesman%ip to c>ry on ! ef=ts ( ! lett]4 ,& x is well to be> d[n h>d on ?is3 d n put mat]ial into y\r lett] t prop]ly belongs 9 ! circul>4 ,l9k y\r lett] up ) ! enclosure & lead ! read] to x1 b d n g into l5g?y descriptions 9 ! lett]4 ,conc5trate !re on gett+ y\r man int]e/$4 ,d t & y may dep5d on 8 dev\r+ ! enclosures to get ! details4 ,a common mi/ake 9 ?is l9e is to place a table ( prices 9 ! body ( ! lett]4 ,x is simply putt+ ! c>t be=e ! horse4 ,price 9 e sale %\ld be m5tion$ la/4 ,x c]ta9ly %\ld n be m5tion$ be=e y h conv9c$ y\r prospect t he wants y\r article4 ,prices %\ld be quot$ at ! end ( ! descriptive fold] or on a sep>ate slip ( pap]4 ,?is descriptive enclosure takes on _m =ms--a booklet1 a circul>1 a fold]1 a simple %eet ( specifications1 a price li/--b 9 all cases x is = ! "o purpose ( re9=c+ ! argum5t made 9 ! lett]4 ,:5 a proposition requires a booklet1 ! mi/ake is (t5 made ( mak+ x s l>ge & bulky t x _c be enclos$ ) ! lett]4 ,! booklet comes trail+ along aft] ! lett] has be5 read & =gott54 ,sometimes ! booklet nev] arrives4 ,:]e possible x is mu* bett] to make ! booklet ( su* a size t x may be enclos$ 9 ! same envelope ) ! lett]4 ,!n y cat* ! prospect :5 8 int]e/ is at ! highe/ po9t4 ,x is emb>rass+ & ineffective to ref] to our booklet1 mail$ to y "u sep>ate cov]4 ,put ! book ) ! lett]4 ,or1 if y mu/ s5d ! booklet "u sep>ate cov]1 s5d x fir/ & ! lett] lat]1 s t ea* w arrive at ab\t ! same "t4 ,& n[ t y h put 9 a circul> to help ! lett]1 put 9 some?+ to help ! circul>--a sample4 ,"h y h description visualiz$4 ,9 m ways ?an "o ! sample is by all odds ! mo/ valuable enclosure y c use4 ,9 reality1 x does m--mu* m ?an help ! circul> ) its description1 x is concrete pro(1 9 t x demon/rates y\r fai? 9 ! article & y\r read9ess to let y\r prospect judge x on its m]its4 ,a two by ?ree in* squ>e ( clo?1 a bit ( wood to %[ ! f9i%1 any *ip (f ! block itself speaks m eloqu5tly ?an all ! pap] & ink y\r money c buy4 ,h[ irresi/ible becomes a v>ni% mak]'s appeal :5 he encloses 9 8 lett]s a small v>ni%$ piece ( wood1 on ! back ( :i* he has pr9t$1 ,?is maple panel has be5 f9i%$ ) two coats ( '#fa' ,floor ,v>ni%4 ,hit x ) a hamm]4 ,/amp on x4 ,y may d5t ! wood1 b y c't crack ! v>ni%4 ,?is is "o po9t :]e '#fa' v>ni% excels4 99 99 99 99 99 ,,enclosures3 ,,circul>s ,,fold]s ,,or ,,booklets ,,price ,,li/ ,,ord] ,,blanks ,,te/imonials ,,/uff]s ,,return ,,po/ ,,c>d ,,return ,,envelope ,,c\pons ,,or ,,c]tificates ,,li/ ,,( ,,buy]s ,,samples 99 99 99 99 99 ,a manufactur] ( a new composition = walls gives a m accurate idea ( 8 product ?an c\ld ev] be le>n$ f words & pictures by s5d+ a small f9i%$ section ( ! bo>d z x c\ld be put on ! wall4 ,a knitt+ mill approa*es p]fection 9 sampl+ :5 x encloses a bit ( c>dbo>d on :i* are m\nt$ a doz5 samples ( und]we>1 ) prices pa/$ to ea* & a tape measure atta*$ to aid 9 ord]+4 ,a ro(+ conc]n has ! idea :5 x s5ds little sections ( its v>i\s ro( coat+s4 ,& at lea/ "o c>riage mak] encloses samples ( ! mat]ials t g into 8 tops & seat cov]s4 ,mo/ unique samples are enclos$ & because ( _! v novelty create additional int]e/ 9 a proposition4 ,a real e/ate company sell+ ,florida l&s enclos$ a little envelope ( ! soil tak5 f its prop]ty4 ,to ! f>m] ?is little sample has an appeal t no am\nt ( pr9t$ matt] c\ld equal4 ,a company manufactur+ cem5t has call$ att5tion to its product by mak+ small cem5t s\v5irs su* z pap] weights1 levels1 p5 trays1 & s =?1 s5d+ !m out 9 ! same enclosure ) ! lett] or 9 a sep>ate package4 ,"o manufactur] ( bus9ess envelopes encloses ) 8 lett] 8 v>i\s grades ( pap]1 made up into envelopes1 ea* be>+ ! "n ( "s repres5tative conc]n t has us$ t p>ticul> grade4 ,!n 9 ! l[] corn] ( ! envelope is /amp$ ! grade1 weight1 price & necess>y po9ts t mu/ be m5tion$ 9 pur*as+4 ,! v>i\s envelopes are ( diff]5t sizes4 ,on ! back ( ea* envelope is a blank =m 9 :i* ! pur*as] c designate ! pr9t$ matt] want$1 & und]nea?1 9 small lett]s1 ! directions1 ,write 9 ?is =m ! pr9t$ matt] y dem&2 p9 y\r *eck to ! envelope & mail to u4 ,?us ?is "o enclosure s]ves a numb] ( purposes4 ,fir/1 x c>ries a te/imonial ( ! /ronge/ k9d by be>+ ! names ( prom95t conc]ns t h us$ x2 !n1 x is an actual sample ( ! goods2 & la/ly1 x s]ves ! purpose ( an ord] blank4 ,ev5 a firm :i* sells a s]vice in/ead ( a product c effectively make use ( ! sample pr9ciple4 ,"o successful correspond5ce s*ool encloses ) ea* answ] to an inquiry a m9iature reproduction ( ! diploma t x gives its graduates4 ,:ile ! c\rse itself is :at ! /ud5t buys1 unque/ionably ! inspir$ desire to possess a diploma l ! "o enclos$ plays its "p 9 induc+ him to enroll4 ,a ,new ,york tru/ company gets ! same effect by s5d+ ! prospective inve/or a specim5 bond complete to ! c\pons :i* %[ exactly h[ mu* ea* is wor? on def9ite dates ?r\gh sev]al succe$+ ye>s4 ,"h aga9 ! specim5 bond is n actually ! ?+ he buys b x is a facsimile & an excell5t "o 9 t x puts 9 concrete =m an ab/ract article4 ,possibly x is inadvisable to include a sample4 ,!n a picture ( ! article accompli%es ! purpose4 ,a groc] :o writes 8 cu/om]s :5ev] he has "s new br& ( food product1 always includes 9 8 lett] a po/ c>d ) a full t9t$ picture ( ! article4 ,= in/ance1 ) a new br& ( olives he encloses a picture ( ! bottl$ olives1 t9t$ to exactly repres5t ! actual bottle & its cont5ts1 & und]nea? he pr9ts ! t]se /atem5t ,delici\s1 ,tempt+1 ,nutrici\s4 ,if 8 lett] has n p]suad$ ! h\sewife to try a bottle ( ! olives1 ! picture on ! enclosure is apt to create ! desire 9 h] m9d & lead to a pur*ase4 ,an automobile deal] :o kn[s ! value ( %[+ ! man he writes a detail$ picture ( ! ma*9e1 includes an actual photograph4 ,ev5 ! reproduction ( ! photograph is insuffici5t to s]ve 8 purpose4 ,! photograph is tak5 ) ! idea ( %[+ graphically ! /ronge/ feature ( ! ma*9e z a sell+ argum5t1 & illu/rat+ to ! smalle/ detail ! sales po9t 9 8 lett]4 ,!n1 ) p5 & ink1 he m>ks a cross on v>i\s me*anical p>ts ( eng9e1 body or runn+ ge>1 & ref]s to !m 9 8 lett]4 ,to c>ry ! photograph enclosure a /ep f>!r1 "o deal] ( automobile trucks illu/rates ! idea ( effici5cy4 ,he encloses ) 8 lett] a photograph ( 8 truck fully load$4 ,9 ano!r photograph he %[s ! same truck climb+ a heavy grade4 ,!n 9 8 lett] he says1 ,j see = y\rself :at ?is truck w d4 ,e/imate ! weight ( ! load & !n figure h[ _m horses x w\ld take to h&le an equal load on a simil> grade4 ,9 ! sale ( furniture1 especially1 is ! actual photograph enclos$ ) ! lett] a conv9c+ argum5t4 ,f9e c>riages1 he>ses1 & o!r high-grade vehicles are =cibly illu/rat$ by photographs1 & no o!r enclosure or writt5 description is equally effective4 ,aft] description & visualiz+--?r\gh ! m$ium ( circul> & sample--comes pro(1 & ?is y may demon/rate ?r\gh any means t af=ds conv9c+ evid5ce ( wor?4 ,! two be/ are te/imonials & gu>antees1 b ! effectiv5ess ( ei!r dep5ds l>gely on ! =m 9 :i* y pres5t !m4 ,te/imonials are (t5 dry & un9t]e/+ 9 !mselves1 yet rightly play$ up to emphasize specific po9ts ( m]it !y are p[]ful 9 value4 ,! impression ( _! g5u95ess is increas$ a hundr$fold if !y are reproduc$ exactly z !y are receiv$4 ,an ea/]n manufactur] has help$ ! pre/ige ( 8 c$> *e/s trem5d\sly ) ! te/imonials he has receiv$ f buy]s4 ,lett]s f ! wives ( presid5ts1 f prom95t bank]s & m5 9 ! public eye he has reproduc$ 9 m9iature1 & two or ?ree ( ^! are enclos$ ) e sales lett]4 ,an (fice appliance firm ) a weal? ( good te/imonials to draw on s5ds ea* prospect lett]s ( endorsem5t f o!rs 9 8 p>ticul> l9e ( bus9ess4 ,a correspond5ce s*ool /r5g!ns its appeal by hav+ a numb] ( booklets ( te/imonials ea* conta9+ lett]s f /ud5ts 9 a c]ta9 section ( ! c\ntry4 ,! inquir] ?us gets a hundr$ or m lett]s f /ud5ts ne> 8 own home1 "s ( :om he may ev5 "k p]sonally4 ,a v>iation ( ! te/imonial enclosure is ! li/ ( satisfi$ us]s4 ,su* a li/ always c>ries weight1 especially if ! firms or individuals nam$ are prom95t4 ,a trunk manufactur]1 :o issues a trunk insurance c]tificate to ea* cu/om]1 reproduces a score or m ( ^! made out to well kn[n m5 & submits !m z pro( ( 8 product's popul>ity4 ,ano!r effective =m ( enclosure is a li/ ( buy]s s9ce a rec5t date4 ,"o l>ge electrical app>atus conc]n foll[s up its cu/om]s e ?irty days1 ea* "t enclos+ a li/ ( important sales made s9ce ! previ\s report4 ,ano!r plan is t ( a firm manufactur+ pr9t+ presses4 ,9 mak+ up its li/s ( sales x pr9ts 9 "o column ! numb] ( ,well+ton presses ! pur*as] already _h 9 use & ! numb] ( new ones he has ord]$4 ,! names ( ! great pr9t+ h\ses are s well kn[n to ! trade t x is trem5d\sly effective to read t ,blank1 previ\sly op]at+ t5 ,well+tons1 has j ord]$ ?ree m4 ,second only to ! te/imony ( ! man :o buys is ! gu>antee ( ! sell]4 ,mail-ord] h\ses are com+ m & m to see ! value ( ! money-back privilege4 ,x is ! "o big factor t has put mail sales on a p> ) ! deal across ! c\nt]4 ,"t 0 :5 sell]s by mail m]ely h9t$ at a gu>antee some:]e 9 _! lett] or circul> & tru/$ t ! prospect w\ld ov]look x4 ,b x is (t5 ! w9n] ( ord]s n[ & conc]ns are emphasiz+ ?is fai? 9 _! own goods by issu+ a gu>antee 9 c]tificate =m & us+ x z an enclosure4 ,a ro(+ conc]n =ces its gu>antee on ! prospect's att5tion by giv+ x a legal aspect1 pr9t+ 9 facsimile signatures ( ! presid5t & o!r (ficials--& /amp+ ! company's "n4 ,across ! face ( ?is gu>antee is pr9t$ 9 r$ ink1 ! ^w ,specim54 ,along ! l[] m>g9 is pr9t$1 ,?is is ! k9d ( a real gu>antee we give y ) ea* pur*ase ( "o ( our /oves4 ,a mail-ord] clo?+ firm s5ds a duplicate tag on :i* _! gu>antee is pr9t$4 ,across ! tag ( ?is sample gu>antee is pr9t$ 9 r$1 ,?is gu>antee comes tagg$ to y\r g>m5t4 ,! prospect :o f9ds pro( l ?is back+ up a lett] is =c$ to feel ! wor?-:il5ess ( y\r goods or y\r proposition1 & he draws =? 8 money ) no s5se ( fe> t he is *anc+ loss4 ,! numb] & k9d ( enclosures y w put into y\r lett] is entirely up to y4 ,b be=e y all[ a lett] to g out1 dig "u ! surface ( ea* circul> & see :e!r x really /r5g!ns y\r case4 ,apply ?is te/2 is ! lett] support$ ) amplifi$ description1 pro(1 mat]ials = ord]+8 ,if x is1 x is ready = ! attack4 ,y may f9d x be/ to put y\r description1 y\r te/imonials1 y\r gu>antee & y\r price li/ all 9 "o circul>4 ,x is n a mi/ake to d s4 ,b :e!r !y are all 9 "o enclosure or 9 sep>ate pieces1 !y %\ld be !re4 ,& 9 addition1 put 9 y\r return c>d ord] blank or envelope or :atev] w s]ve be/ to br+ ! ord]4 ,:5 y\r lett] ) its aids is complete1 consi/5t1 equipp$ to get ! ord] !n1 & only !n1 let x g into ! mails4 ,br++ ,9 ,new ,bus9ess ,by ,,po/ ,,c>d ,,"p ,v--,,writ+ ,,! ,,sales ,,lett]--,,*apt] #bj ,me?ods ( solicit+ trade by mail are n conf9$ to ! lett] or pr9t$ circul>4 ,! po/al regulations are suffici5tly broad to all[ a g5]\s leeway 9 ! size & %ape ( communications t may be s5t by mail1 & z a result1 a new field ( salesman%ip has be5 op5$ by ! po/al c>d4 ,fold]s1 return- po/als & mail+ c>ds h become "p ( ! regul> ammunition ( ! mod]n salesman1 :o has adapt$ !m to 8 v>i$ requirem5ts 9 ways t br+ 8 goods be=e me prospect ) an emphasis t ! lett] (t5 lacks--& sometimes at half ! co/ 99 99 99 99 99 ,! result-gett+ bus9ess man is always ask+ ! reason :y4 ,he dem&s t a me?od1 especially a sell+ plan1 be basically "r2 t x h a pr9ciple beh9d x & t x /& ! microscope ( analysis & ! te/ ( trial4 ,!re are ?ree reasons :y ! po/al c>d is a bus9ess-gett]4 ,did y ev] pause :ile writ+ a lett]1 sit back 9 y\r *air1 & deplore ! pov]ty ( m]e words8 ,did y ev] wi% y d>$ to put 9 a little picture j at t po9t to %[ y\r man :at y 7 try+ to say8 ,( c\rse y h if y h ev] writt5 a lett]4 ,t is reason "o4 ,did y ev] wat* a busy man go+ ?r\gh 8 morn+'s mail8 ,long lett]s he may read1 %ort lett]s he is sure to glance ?r\gh1 b a po/ c>d he is c]ta9 to read4 ,x is easy to read1 x is to a degree in=mal & x is bro!r to a call on ! 'phone4 ,t is reason two4 ,& ! ?ird reason is t no matt] :at ! pr9ciples beh9d x1 by actual te/ x br+s ! bus9ess4 ,:ile prim>ily ! po/al mail+ c>d is int5d$ to aid ! lett] 9 _m ways x does :at ! lett] c nev] d4 ,x c c>ry a design or an illu/ration )\t ! lea/ sugge/ion ( effront]y1 :i* a lett] c n d )\t los+ dignity4 ,x c v5ture into clev] s*emes to c9* ! int]e/4 ,x is ! acme ( simplicity z means to w9 an inquiry4 ,& )al x does its "w at less co/ ?an ! lett]s4 ,9 g5]al po/al mail+ c>ds may be class$ z ( ?ree types3 #a4 ,,! ,,d\ble ,,or ,,return ,,po/ ,,c>d4 ,?is consi/s simply ( two ord9>y po/ c>ds atta*$ = conv5i5ce 9 mail+1 sometimes clos$ at ! loose edges by /ick]s b usually left op54 ,! "o c>ries ! inquiry-seek+ message2 ! o!r is = ! reply4 ,x is already address$ = return+ & conta9s on ! opposite side a /&>diz$ reply =m to be sign$4 #b4 ,! two or ?ree or f\r ,,fold] ,,mail+ ,,c>d4 ,?is gives great] space & opportunity = clev]ness ( appeal ?r\gh design4 ,! ?ird or f\r? fold may or may n be prep>$ = use z a reply c>d4 ,in/ead ( provid+ = ! reply 9 ?is way1 "s ( ^! fold]s hold a sep>ate c>d by means ( corn] slots4 ,9 any case !y fold to ! size ( ! ord9>y po/al & are held by a /amp or /ick]4 #c4 ,,illu/rat$ ,,p]sonal ,,lett]s4 ,^! are 9 effect simply lett]s pr9t$ on heavi] /ock :i* fold into po/ c>d size4 ,_! advantage lies 9 ! opportunity = illu/ration & an outside design or cat* phrase to w9 att5tion4 ,9 "s cases !y are ev5 fill$ 9 exactly 9 ! mann] ( a =m lett]4 ,:i* ( ^! =ms is be/ suit$ to y\r uses is a matt] :i* ! nature ( y\r proposition & y\r me?od ( sell+ mu/ det]m9e4 ,:e!r y want to tell a long /ory or a %ort "o1 :e!r y want x to s]ve m]ely z a rem9d] or z y\r pr9cipal means ( attack1 ^! & o!r po9ts mu/ guide y4 ,s to help y det]m9e ?is1 x is be/ to consid] ! po/ c>d "h on ! basis ( its uses4 ,!re are f\r3 #a4 ,to get inquiries4 #b4 ,to sell goods2 to complete ! transaction & get ! ord] j z a lett] w\ld4 #c4 ,to coop]ate ) ! deal] 9 br++ trade to 8 /ore4 #d4 ,to coop]ate ) ! salesman 9 8 "w on deal] or consum]4 ,inquiries may be inspir$ 9 two ways--ei!r by us+ a v brief d\ble c>d or fold] :i* tells j en\gh to prompt a desire = m in=mation or by a po/ c>d lett] s]ies :i* works l>gely on ! l9es ( lett]s enclos$ 9 envelopes4 ,9 ! fir/ in/ance ! c>d or fold] resorts to direct p]t95t qu]ies or sugge/ions ( help t impel ! read] to seek m details4 ,an address+ ma*9e manufactur]1 = in/ance1 s5ds 8 prospects a d\ble fold] ) a return po/ c>d atta*$ ,?is message is little m ?an sugge/ive3 ,d y "k t !re is "o girl 9 y\r address+ room :o c d ! "w ( t5 if y w let h]8 ,all %e ne$s is a ,regal to help h]4 ,give h] t & y c cut n9e names f y\r pay roll today4 ,does t s\nd l good bus9ess8 ,!n let u tell y all ab\t x4 ,j mail ! c>d atta*$4 ,x puts y "u n ! slighte/ obligation4 ,x simply enables u to %[ y h[ to save "s ( y\r good doll>s4 99 99 99 99 99 ,su* a c>d is virtually an inquiry-seek+ adv]tisem5t done into po/ c>d =m to insure rea*+ ! individual4 ,& = ?is reason x may be well to c>ry a design or illu/ration j z an adv]tisem5t w\ld4 ,a life insurance company has made good use ( a po/ c>d fold]1 build+ x up ar\nd its sell+ po9t ( l[ co/4 ,! outside be>s a picture ( a cig> & ! /rik+ att5tion-gett] ,at ! co/ ( ,y\r ,daily ,smoke-- ! s5t5ce is cont9u$ on ! inside--y c provide com=t = y\r family aft] y are gone1 ?r\gh a policy4 ,!n foll[s en\gh sales talk to int]e/ ! prospect to ! po9t ( urg+ him to te> (f & s5d ! return c>d = full in=mation4 ,_m propositions c be exploit$ 9 ?is way4 ,9 o!r in/ances a mu* m complete /atem5t mu/ be made to elicit a reply4 ,"h ! illu/rat$ p]sonal lett] comes into use4 ,& x is significant t 9 a numb] ( specific cases ^! lett]s 9 po/ c>d =m h be5 f> m productive ( inquiries ?an ord9>y lett]s on ! same proposition4 ,_! unique =m1 ! accompany+ illu/rations1 by _! v contra/ 9 me?od ( approa*1 prompt a read+ t ! lett] does n get4 ,po/al mail+ c>ds may be us$ 9 two ways--ei!r z a campaign 9 !mselves or z /eps 9 a foll[-up s]ies4 ,!y are especially good :5 y\r sell+ plan p]mits ( goods be+ s5t on approval or a free trial basis4 ,!n y c say1 ,simply drop ! atta*$ ord] c>d 9 ! mail box & ! goods w come to y by fir/ express4 ,a publi%+ h\se has sold ?\s&s ( l[ pric$ books on ?is basis1 us+ m]ely a d\ble po/ c>d4 ,"o section c>ries to ! prospect an appeal+ description ( ! book & emphasizes ! lib]ality ( ! (f]4 ,! return c>d be>s a picture ( ! book itself & a cle>ly word$ ord]1 runn+ some?+ l ?is1 ,i w look at ?is book if y w s5d x *>ges prepaid4 ,if ,i l x1 ,i am to remit #a4jj )9 five days4 ,if n1 ,i am to return x at y\r exp5se4 ,!re c be no misund]/&+ "h4 ,! simplicity ( ! c>d s*eme itself appeals to prospects & br+s back a big p]c5tage ( ord]s4 ,a v>iation ( ! use ( ! po/al z a direct sales m$ium is ! employm5t ( x to secure bank sav+s acc\nts4 ,a bank+ h\se 9 ,*icago s5t out fold]s to a l>ge mail+ li/ ( prop]ty hold]s & r5t]s 9 all p>ts ( ! city4 ,z a special inducem5t to e/abli%+ sav+s acc\nts1 ?is h\se (f]$ ea* p]son1 :o return$ an atta*$ c>d1 a small metal sav+s bank free1 :i* c\ld be kept 9 ! home = ! reception ( dimes & nickels until fill$--?is small bank to be return$ at int]vals to ! bank = ! e/abli%m5t ( a p]man5t sav+s acc\nt4 ,on ! return c>d enclos$ 0 a promise to s5d to ! inquir]'s home "o ( ^? small banks absolutely )\t co/ to ! receiv]4 ,"h ! simplicity ( ! s*eme & me?od ( propos+ x aga9 br\ght l>ge returns4 ,"o manufactur] ( d5tal cream s5ds out free samples ^u reque/4 ,! tube is wrapp$ 9 pa/ebo>d1 :i* proves to be a po/ c>d ready = signature & /amp--invit+ ! recipi5t to sugge/ ! names ( fri5ds to :om samples c be s5t4 ,"s conc]ns (f] to s5d a free sample if names are s5t 9 b ?is firm has a*iev$ bett] results by s5d+ ! sample to all :o ask & !n diplomatically invit+ !m to reciprocate by furni%+ ! names ( _! fri5ds4 ,sev]al l>ge hotels h f\nd valuable adv]tis+ 9 po/ c>ds t are di/ribut$ by _! gue/s4 ,^! c>ds are left on ! writ+ tables ) an invitation to mail "o to "s fri5d4 ,a ,/4 ,l\is re/aurant keeps a /ack ( po/ c>ds on ! ca%i]'s desk4 ,!y are pr9t$ 9 ?ree colors & give views ( ! re/aurant1 emphasiz+ its cleanl9ess & excell5t s]vice4 ,e mon? hundr$s ( ^! are mail$ out by pleas$ cu/om]s & z a result ! re/aurant has built up a v l>ge patronage ( visitors--p f out ( ! city :o are only too glad to g to "s place t has be5 recomm5d$ to !m4 ,a mo/ unusual use ( po/ c>ds appe>$ 9 a ,/4 ,l\is /reet c>4 ,a prom95t bondsell] _h arrang$ an attractive /reet c> plac>d1 discuss+ briefly ! subject ( bonds = inve/m5t purposes4 ,9 "o corn] ( ?is plac>d 0 a wire-/it*$ pad ( po/ c>ds1 "o ( :i* pass5g]s 7 invit$ to pull (f4 ,! c>d 0 mailable to ! bondsell]1 & reque/$ a copy ( 8 textbook = inve/ors4 ,! prospect :o s5t ! c>d 0 ( c\rse put ^u ! foll[-up li/ & solicit$ = bus9ess4 ,"h1 aga91 ! uniqu5ess appeals to ! public4 ,z a coop]ator ) a lett] foll[-up1 ! c>d or fold] is effective1 because x introduces v>iety into ! s]ies1 sometimes furni%+ j ! t\* or twi/ t w9s ! ord]4 ,9 ! foll[-up s]ies ! d\ble fold] becomes especially adaptable1 because ( its simplicity4 ,x usually ref]s to previ\s correspond5ce4 ,= example1 "o sugge/s3 ,y evid5tly mislaid our rec5t lett]4 ,s9ce its message is ( su* vital int]e/ to y\r bus9ess-- ,! rema9d] ( ! message is giv5 up to driv+ home a few ( ! fundam5tal po9ts br\ght out 9 ! previ\s lett]s4 ,simple directions = fill+ out an atta*$ return c>d are add$4 ,"o d\ble po/ c>d1 us$ z a coop]ator ) a foll[-up1 calls att5tion to a sample previ\sly mail$1 ask+ a c>eful comp>ison ( ! grade ( mat]ial & closes ) a special inducem5t to replies 9 ! =m ( a disc\nt = five days4 ,return c>ds1 employ+ ! absolute gu>antee to insure confid5ce ( fair deal+ give cl9*+ p[]4 ,"h is a sample3 ,g5tlem53--,please s5d me a case = trial4 ,x is cle>ly und]/ood 9 sign+ ?is ord] t ! %ipm5t comes to me all *>ges prepaid & ) y\r gu>antee t y w promptly cancel ! ord]1 9 case ,i am 9 any way dissatisfi$4 99 99 99 99 99 99 99 ,a space is left at ! bottom ( ! c>d = ! p]son ord]+ to sign "n & address4 ,aga9 ! po/ c>d s]ves a simil> purpose z a coop]ator ) ! salesman4 ,(t5 betwe5 calls ! h\se makes a special inducem5t to sales4 ,"h1 ei!r d\ble po/ c>ds or fold]s give ! advantage ( simplicity2 ! return c>d (f]+ a p[]ful inc5tive to imm$iate action on ! "p ( ! cu/om]4 ,! return c>d indicates to ! h\se t ! cu/om] is int]e/$ & a salesman is call$ back to h&le ! ord]4 ,"o manufactur]1 ?r\gh use ( ! fold] & c>d1 w9s a clev] advantage = 8 salesm54 ,an attractive fold]1 ) num]\s illu/rations1 gives a fairly complete description ( ! firm's product4 ,enclos$ ) ! fold] is a return c>d be>+ ! =m reply1 ,de> ,sirs3 ,i am int]e/$ 9 ----4 ,please mail me a picture catalog ( ----4 ,& a space is left ) directions = fill+ 9 "n & address ( ! p]son reply+4 ,^! c>ds :5 receiv$ are c>efully fil$ & f !m ! salesm5 gauge _! calls on ! prospects4 ,"h ! advantage to ! salesman is obvi\s1 s9ce 8 p]sonal call assumes ! nature ( a favor to ! prospect4 ,f "t to "t1 mail+ fold]s or d\ble po/ c>ds1 are mail$ betwe5 calls ( ! salesman1 & s]ve to keep ! proposition w>m 9 ! m9d ( ! prospect4 ,usually ! po/al or fold] is a valuable aid 9 s5d+ trade to ! deal]4 ,"o manufactur] to /imulate bus9ess by creat+ ord]s = 8 retail]1 s5t out an elaborate s]ies ( mail+ c>ds to ! retail]'s cu/om]s4 ,enclos$ ) ! fold] 7 leaflets giv+ special features 9 ! /ock1 :i* add$ value to ! sales lett]4 ,h&somely engrav$ c>ds gu>antee+ ! mat]ial 7 also enclos$ z a sugge/ion t ! cu/om] call on ! retail] & ! retail]'s private bus9ess c>d 0 ins]t$4 ,a we/]n c(fee deal] us$ mail+ fold]s on li/s ( consum]s suppli$ him by retail]s4 ,attractive designs on ! outside ( ! fold] create int]e/ & put ! consum]'s m9d 9 a receptive condition = consid]+ ! sales argum5ts embodi$ 9 ! p]sonal lett] feature ( ! fold]4 ,a manufactur] ( a contrivance = apply+ special pa9ts builds an approa* = ! deal]'s salesman ) po/al fold]s4 ,! design on ! outside ( ! fold] indicates ! simplicity ) :i* ! appliance may be op]at$4 ,! sales lett] inside gives m9ute directions = us+ ! ma*9e & calls att5tion to p>ticul> features by ref]5ce to ! demon/ration on ! outside4 ,z an ent]+ w$ge to ord]s1 ! lett] (f]s a free trial & sugge/s t a salesman make a practical demon/ration4 ,! manufactur] has 8 deal] sign e lett] & ! return c>d enclos$ gives only ! address ( ! deal]4 ,a v>ni% conc]n s5t to a l>ge mail+ li/ a s]ies ( illu/rat$ lett]s describ+ ! use & advantage ( its products4 ,!y appeal$ to ! consum] & built up a trade = ! local deal]4 ,ea* lett] conta9$ bo? a return po/ c>d1 address$ to ! local deal] & a small pamphlet %[+ v>i\s grades ( ! v>ni%4 ,! result ( ?is foll[-up sy/em 0 tw5ty-five p] c5t m replies ?an ! same numb] ( envelope lett]s4 ,"o ( ! mo/ successful campaigns ev] conduct$ to introduce a new cig>ette dep5d$ entirely ^u po/al lett]s4 ,a s]ies ( five or six ( ^!--well nigh ma/]pieces ( sales talk--creat$ ! desire to try ! product4 ,enclos$ ) ea* fold] 0 a c>d be>+ a picture ( ! di/9ctive box 9 :i* ! cig>ettes 7 sold1 s t ! prospect c\ld recognize x 9 ! deal]'s /ore4 ,9 ano!r in/ance a book publi%] creat$ a dem& = a new novel by mail+ a s]ies ( s+le po/ c>ds be>+ illu/rations f ! book4 ,9 ?is case ! elem5t ( my/]y 0 employ$ & ! real purpose ( ! c>ds 0 n divulg$ until five or six _h be5 s5t & ! book 0 ready to g on sale4 ,:atev] v>iety ( c>d1 fold] or lett] y *oose to use1 ^! features y %\ld c>efully obs]ve3 ! /yle ( writ+ & ! design & me*anical make-up4 ,! effectiv5ess ( ! mail+ fold] mu/ dep5d ^u ! comb9ation--ideas ( attractiv5ess1 simplicity & c>eful use ( ! p]sonal lett] feature4 ,x mu/ comm& att5tion by a =ceful1 intellig5t approa*4 ,x mu/ /& out %>ply aga9/ ! monoton\s sam5ess ( ! bus9ess lett]4 ,! fold]'s appe>ance %\ld be 9 accord ) ! class or type ( m5 x goes to meet4 ,its approa* %\ld conta9 s9c]ity1 purpose1 & orig9ality4 ,orig9ality 9 %ape h>dly s]ves ! purpose1 because ( ! ridicule unusual %apes may give ! proposition4 ,! orig9ality %\ld be 9 ! illu/rations or cat* phrases4 ,?is illu/rative feature is all important because x virtually plays ! "p ( ! initial p>agraph ( ! lett]--x makes ! po9t ( contact & gets ! att5tion4 ,x corresponds to ! illu/rat$ headl9e ( ! adv]tisem5t4 ,no rules c be laid d[n = x z x is a matt] = individual treatm5t4 ,colors t create a prop] condition ( m9d ?r\gh psy*ological effect mu/ be tak5 into consid]ation 9 ! att5tion-gett+ feature ( ! fold]4 ,!re are c]ta9 color s*emes :i* are kn[n to create a p>ticul>ly appropriate condition ( m9d4 ,= in/ance1 :]e quick action is want$1 a fl>+ color is effective4 ,:]e pure sales argum5ts c\nt mo/ 9 /at+ a proposition1 blacks & :ites h be5 f\nd ! mo/ adequate4 ,soo?+ colors1 su* z s(t br[ns & blues1 h be5 f\nd to appeal to ! s5ses & s]ve to insure additional int]e/ ?r\gh a pleasant frame ( m9d4 ,! "r impression once ga9$1 ! /yle ( ! read+ matt] mu/ make ! mo/ ( x4 ,_m h hesitat$ to use ! po/al or fold] because !y fe> = a c]ta9 loss1 ?r\gh lack ( dignity1 :]e ! proposition dem&s an especially high-class approa*4 ,b to "s fold]s1 especially ( ! lett] v>iety n[ 9 use1 no su* criticism c\ld possibly be (f]$4 ,really f9e samples ( ^! lett]s be> outside illu/rations f photographs or ! "w ( ! be/ arti/s4 ,_! appe>ance outside & inside is giv5 e possible att5tion to create ! impression ( di/9ct value4 ,an appeal to ! s5ses1 z 9 ! use ( pleas+ colors1 is a feature ( _! make-up4 ,! p]sonal lett] inside is p]fect 9 details ( typography2 x is c>efully fill$ 9 ) prospect's or cu/om]'s "n2 c>e is tak5 to see t ! fill+-9 process mat*es ! body ( ! lett] & a p]sonal signature is app5d$ to give a m intimate appeal4 ,! co/ ( ^! fold]s1 because ( ! high grade ( reproduction & ! art "w1 runs consid]ably above ! usual bus9ess-gett+ lett] ( "o-c5t mail+4 ,! l[e/ class ( ^! fold]s co/ approximately ! same z ! usual lett] "u two-c5t mail+4 ,any addition ( special art "w increases _! co/ proportionately1 b ! exp5se is frequ5tly ju/ifi$4 ,^! illu/rat$ lett]s dep5d ^u _! p[] ( sugge/ion1 ?r\gh graphic illu/ration & design1 & ^u ! p]sonal idea ( ! lett] us$ = gett+ bus9ess4 ,few enclosures1 o!r ?an ! return c>d1 or rem9d] c>d1 = fil+ purposes1 are us$4 ,"o physician1 especially anxi\s ( promot+ a new rem$y1 s5t out mail+ fold]s describ+ 8 rem$y & (f]$ an absolute gu>antee ( results be=e paym5t4 ,! return c>d enclos$ ) ?is fold] 0 engrav$ ) ! "n & address ( ! physician above & und]nea? 8 absolute gu>antee4 ,because ! campaign 0 s unusual1 x produc$ unexpect$ly l>ge returns4 ,"h1 z 9 ! usual bus9ess-gett+ lett]1 c>eful att5tion is giv5 to details4 ,! importance ( attract+ att5tion 9 ! fir/ p>agraph by c>eful expression1 foll[$ by ! creat+ ( desire 9 ! m9d ( ! cu/om] or prospect & ! add+ ( conviction--& f9ally1 ! use ( reason t compels action _c be emphasiz$ too /rongly4 ,a m appeal+ lett] c\ld sc>cely be writt5 ?an ! foll[+1 us$ 9 ! cig>ette campaign previ\sly m5tion$4 ,! outside ( ! fold] c>ri$ an appropriate draw+ by "o ( ! be/ ,am]ican arti/s & ! :ole fold] gave an impression ( ! highe/ quality4 ,note ! easy /yle1 design$ to cat* ! read] z he fir/ op5s ! fold] & c>ry him along fasc9at$ to ! end3 ,de> ,sir3 ,sid5ote3 ,att5tion-gett]2 natural & effective4 ,explanation cle>1 & a desire is creat$ ?r\gh promise4 ,turn back 9 y\r m9d = "o m9ute to ! be/ ,turki% cig>ette y ev] smok$4 ,if y rememb]1 x 0 n s mu* t ! cig>ette 0 fragrant1 or t x _h a p>ticul> flavor1 or aroma1 or mildness1 t caus$ x to please y--x 0 ! comb9ation ( all ^! qualities t made x s delici\s4 ,?is means t ! p]fection ( t cig>ette 0 9 ! bl5d1 ! comb9ation ( r>e tobacco1 ea* giv+ =? "s "o quality4 ,we h work$ out a bl5d t produces a ,tobacco ,cig>ette :i* satisfies our ideal at lea/4 ,we call ! cig>ette made ( ?is br& ,,p]eso4 ,we make no secret ( ! k9d ( tobacco us$--! exact proportion & h[ to treat ! r>e leaves is our secret4 ,to get a p]fect aroma1 we mu/ take ---- ,tobacco3 "y sprigs ( yell[ s s(t t ! ,turks call x ,gold5 ,leaf4 ,we use ---- leaves = _! flavor2 !y h m>vel\s fragrance z well a delicate mildness4 ,sid5ote3 ,giv+ conviction by details4 ,to get ea* ( ^! tidbits ( ,tobacco into p]fect condition1 s t _! qualities w be at _! prime :5 bl5d$1 is our pr(ession4 ,! ,,p]eso cig>ette is ! result4 ,sid5ote3 ,sugge/+ imm$iate action4 ,t\* a mat* to a ,,p]eso cig>ette aft] lun*eon today4 ,y w be delight$ ) its exquisite aroma1 its fleet+ fragrance & delicate mildness4 ,sid5ote3 ,/r5g? 9 cl9*] lies 9 absolute gu>antee4 ,if x is n bett] ?an ! be/ cig>ette y h ev] smok$1 all[ u ! privilege ( return+ ! fifte5 c5ts ! package co/ y4 ,! orig9al box ) ! rema9+ cig>ettes1 :5 h&$ to y\r deal]1 w br+ ! refund4 ,w y ,jo9 u 9 a ,,p]eso cig>ette today8 ,v truly y\rs4 ,signature3 ,adams ,adams 99 99 99 99 99 ,enclos$ 9 ?is fold] next to ! lett] 0 a c>d be>+ a picture ( ! cig>ettes 9 _! box4 ,at ! bottom ( ! fold]1 und]nea? ! lett]1 0 ! phrase3 ,all good deal]s--fifte5 c5ts a package4 ,) ! mail+ c>d1 z ) ! lett]1 gu>antees1 free trial (f]s & ! l1 help to /r5g!n ! close ( ! proposition1 w9 ! confid5ce & br+ back ! answ]4 ,= example1 a l>ge wat* company1 wi%+ to appeal to a class ( cu/om]s :o _h previ\sly be5 li/$ & ^: f9ancial /&+ made its proposition secure1 s5t out fold]s sign$ by dep>tm5t heads ask+ ! privilege ( mail+ a wat* = exam9ation & trial4 ,! lett]1 :i* c>efully describ$ ! advantages ( ! wat* ov] o!r wat*es sold at simil> prices1 (f]$ ?is trial )\t any co/ to ! prospect1 only ask+ t if ! wat* suit$ 8 ne$s a draft be mail$ to ! company4 ,! return c>d 9 ?is case conta9$ an agreem5t by ! firm to hold ! prospect 9 no way obligat$ to ! company1 except ?r\gh pur*ase4 ,be=e return+ ! c>d to ! company1 ! prospect 0 requir$ to sign x1 agree+ t1 aft] a trial1 ei!r ! wat* or ! money %\ld be s5t 94 ,be=e y ent] ^u ! use ( mail+ c>ds1 be sure y und]/& ! po/al regulations reg>d+ !m4 ,!y are n complicat$1 b m ?an "o conc]n has prep>$ elaborate fold]s only to be refus$ admittance to ! mails because !y did n foll[ specifications z to size & weight4 ,po/al laws require t all c>ds m>k$ ,po/ ,c>ds be uni=m 9 design & n less ?an ?ree & ?ree-f\r?s in*es by f\r in*es & n m ?an ?ree & n9e-sixte5?s in*es by five & n9e-sixte5?s in*es 9 size4 ,?is means t all return c>ds1 :e!r enclos$ or atta*$1 mu/ be )9 au?oriz$ sizes to all[ a fir/ class po/al rat+4 ,mak+ ,x ,easy ,= ! ,,prospect to ,answ] ,,"p ,v--,,writ+ ,,! ,,sales ,,lett]--,,*apt] #ba4 ,! m]e physical ef=t ( hunt+ up p5 & pap] by :i* to s5d 9 an ord] = ,,some?+ ,,he ,,really ,,wants1 det]s _m a prospect f becom+ a cu/om]4 ,! man :o sells goods by mail mu/ ov]come ?is natural in]tia by r$uc+ ! act ( s5d+ 9 an ord] or inquiry to its v simple/ t]ms--by mak+ x s easy = him to reply t he acts :ile ! desire = ! goods is /ill ^u him4 ,"h are ,eighte5 ,s*emes = mak+ x easy = ! prospect to reply--& to reply ,,n[ 99 99 99 99 99 ,!re are few propositions s good t !y w sell !mselves4 ,a man may walk into a /ore ) ! delib]ate int5tion ( buy+ a %irt1 & if ! cl]k :o waits on him is n a good salesman ! cu/om] may j z delib]ately walk out ( ! /ore & g to ! place across ! /reet4 ,lack ( att5tion1 ov]-anxiety to make a quick sale1 want ( tact on ! "p ( ! salesman--any "o ( a doz5 ?+s may swit* (f ! prospective cu/om] al?\gh he wants :at y h = sale4 ,ev5 m likely is ?is to happ5 :5 y are try+ to sell him by mail4 ,he probably c>es little or no?+ ab\t y\r (f]2 x is necess>y to int]e/ him 9 ! limits ( a page or two & conv9ce him t he %\ld h ! article describ$4 ,& ev5 aft] 8 int]e/ has be5 ar\s$ & he is 9 a mood to reply1 ei!r ) an ord] or a reque/ = fur!r in=mation1 he w be lo/ unless x is made easy = him to answ]2 unless x is almo/ z easy to answ] z x is n to answ]4 ,a man's int]e/ cools (f rapidly2 y mu/ get 8 reque/ = fur!r in=mation or 8 ord] be=e he picks up ! next piece ( mail4 ,x is a daily exp]i5ce to receive a lett] or a circul> t int]e/s y a little--j en\gh s y put ! lett] aside = att5tion until y h m "t4 ,in/ead ( be+ tak5 up lat]1 x is engulf$ 9 ! curr5t ( r\t9e & quickly =gott54 ,_h ! (f] rivet$ y\r att5tion /rongly en\gh2 _h ! inducem5ts to act be5 =ceful2 _h ! means = answ]+ be5 easy1 y w\ld probably h repli$ at once4 ,make x s easy to answ] t ! prospect has no good reason = delay+4 ,make him feel t x is to 8 int]e/ 9 e way to act ,,at ,,once4 ,d ! h>d "w at y\r end ( ! l9e2 ex]t y\rself to ov]come 8 natural in]tia & h ! ord] blank1 or ! c\pon or ! po/ c>d already = 8 signature4 ,don't rely ^u 8 en?us+ himself ov] ! proposition & !n hunt up pap]1 p5cil & envelope2 lay ev]y?+ be=e him & foll[ ! argum5t & ! p]suasion ) a cl9*] t is likely to get ! ord]4 ,9 mak+ x easy to answ]1 !re are ?ree important elem5ts to be obs]v$4 ,y mu/ create ! "r m5tal attitude1 foll[+ argum5t & reason ) a d x n[ appeal t ! read] w f9d x h>d to get away f4 ,!n ! co/ mu/ be kept 9 ! backgr\nd1 c5t]+ att5tion on ! goods1 ! gu>antee1 & ! free trial (f] r ?an ^u ! price4 ,& f9ally1 x is desirable to simplify ! actual process--! physical ef=t ( reply+4 ,! :ole ef=t is wa/$ if !re is lack+ t f9al appeal t conv9ces a man he mu/ act imm$iately4 ,y\r op5+ may attract 8 att5tion2 y\r argum5ts may conv9ce him t he ought to h y\r goods2 reason may be back$ by p]suasion t actually creates 9 him a desire = !m1 b unless !re is a d x ?is v m9ute hook1 & an easy to accept (f]1 ! ef=t ( int]e/+ ! prospect is wa/$4 99 99 99 99 99 ,,s*eme #a--;,a ,,special ,,price ,,= ,a ,,limit$ ,,p]iod ,! mo/ famili> =m ( inducem5t is a special price = a limit$ p]iod1 b ?is mu/ be h&l$ skillfully or x closes ! gate aga9/ an effective foll[-up4 ,! "t may be ext5d$ once1 b ev5 t weak5s ! proposition unless v clev]ly word$2 & to make a fur!r cut 9 price prompts ! prospect to wait = a /ill fur!r r$uction4 99 99 99 99 99 ,,bett] ,,look ,,aga9 ,,& ,,see ,,if ,,y ,,h ,,sign$ ,,y\r ,,"n ,,& ,,writt5 ,,y\r ,,t[n ,,& ,,/ate ,,pla9ly4 ,,we ,,get ,,lots ,,( ,,ord]s ,,e ,,ye> ,,t ,,we ,,c',t ,,fill ,,because ,,! ,,address ,,is ,,incomplete ,,or ,,illegible4 ,,x ,,is ,,be/ ,,to ,,be ,,on ,,! ,,safe ,,side ,,& ,,write ,,y\r ,,"n ,,& ,,address ,,s ,,pla9ly ,,t ,,!re ,,c ,,be ,,no ,,possible ,,mi/ake4 ,,did ,,y8 ,,y ,,don',t ,,h ,,to ,,use ,,bett] ,,keep ,,an ,,?is ,,ord] ,,%eet4 ,,y ,o ,r ,d ,e ,r ,s ,h ,e ,e ,t ,,exact ,,copy ,,( ,,?is ,,c ,,ord] ,,any ,,old ,,way ,,ord] ,,= ,,future ,,y ,,l4 ,,b ,,us+ ,,?is ,,ref]5ce4 ,,w ,,save ,,u ,,bo? ,,"s ,,bo!r 99 99 99 99 99 ,,be ,,sure ,,to ,,always ,,sign ,,! ,,m ,,c>eful ,,y ,,are ,,keep ,a ,,copy ,,( ,,y\r ,,"n ,,& ,,address4 ,,to ,,fill ,,out ,,! ,,foll[+ ,,! ,,ord] ,,& ,,if ,,we ,,get ,,lots ,,( ,,ord]s ,,blanks ,,c>efully ,,& ,,y ,,d ,,n ,,he> ,,) ,,no ,,sign ,,( ,,"n ,,cle>ly1 ,,! ,,m ,,c]ta9 ,,f ,,u ,,9 ,a ,,or ,,address4 ,,if ,,y\r ,,we ,,are ,,to ,,get ,,y\r ,,ord] ,,reasonable ,,%ipp+ ,,/ation ,,is ,,fill$ ,,promptly ,,& ,,l5g? ,,( ,,"t1 ,,diff]5t ,,f ,,y\r ,,correctly4 ,,we',,re ,,all ,,long ,,write ,,u ,,& ,,po/ ,,(fice ,,be ,,sure ,,range ,,m9d ,,read]s ,,& ,,tell ,,u ,,j ,,to ,,give ,,bo? ,,c ,,g5]ally ,,puzzle ,,out ,,:at ,,y ,,ord]$ ,,h[ ,,an ,,ord] ,,is ,,meant ,,to ,,& ,,:5 ,,y ,,be ,,b ,,x ,,takes ,,lots ,,( ,,ord]$ ,,x ,,guess ,,"w ,,value ,,( ,,ord] c5ts ,,date ------------------------------ ,,"n ,,paid ,,by ,p4,o4 ,,money ,,ord] ,,/reet ,,or ,,rural ,,r\te ,,paid ,,by ,,exp4 ,,money ,,ord] ,,po/ ,,(fice ,,paid ,,by ,,draft ,,c\nty ,,paid ,by ,,*eck ,,%ipp+ ,,/ation ,,paid ,,9 ,,curr5cy ,,:at ,,railroad ,,pref]r$ ,,paid ,,9 ,,silv] ,,:at ,,express ,,co ,,pref]r$ ,,paid ,,9 ,,/amps ,,total ,,am\nt ,,paid ,,m>k ,,9 ,,squ>e ,,:i* ,,way ,,y ,,want ------------------------------- ,,?is ,,ord] ,,s5t,,mail,,express ,,please ,,don',t ,,write ,,9 ,,?is ,,space ,,freight ,,op5$ ,,by,,book$ ,,by ,o',k',d ,,by,,tagg$ ,,by ,,%all ,,we ,,use ,,our ,,be/ ,,judgm5t ,,z ,,r\t+ ,,to ,,mann] ,,( ,,%ipp+ ,,& ,,r\t+8 ,,if ,,out ,,( ,,v>iety ,,ord]$ ,,h ,,we ,,y\r ,,p]mission ,,to ,,sub/itute ,,equal ,,or ,,bett] ,,9 ,,ne>e/ ,,v>iety ---------------------------------------- -------------------------- ,,bu,,qts,,lbs,,pts,,oz,,pkts,,no,,artic les ,,want$ ,,value ---------------------------------------- -------------------------- c5ts c5ts c5ts c5ts 99 99 99 99 99 ,?is ord] %eet simplifies ord]+ & assures accuracy4 ,on ! rev]se side are pr9t$ sev]al special (f]s1 to :i* ref]5ce may readily be made4 ,! %eet is made to fold up l an envelope & :5 ! gumm$ edges are pa/$ d[n enclosures are p]fectly safe 99 99 99 99 99 ,on "s propositions ! "t limit c be work$ ov] & ov] aga9 on diff]5t occasions l special /ore sales4 ,a l>ge publi%+ h\se sell+ an encyclop$ia nev] v>ies ! price b x gets out special ,*ri/mas (f]s1 ,)drawal sale (f]s1 ,special ,summ] (f]s--any?+ = a reason to s5d out "s new adv]tis+ matt] mak+ a diff]5t appeal4 ,& ea* proposition is good only up to a c]ta9 "t4 ,! lett]s mu/ be mail$ & po/m>k$ be=e midnight ( ! la/ day1 & ?is "t limit pulls ! prospect ov] ! dead c5t] ( indecision & gets 8 ord]4 ,! la/ day usually br+s 9 m ord]s ?an any previ\s week4 99 99 99 99 99 ,,fill ,,out ,,& ,,mail ,,?is ,,c\pon ,,to ,,*icago ,,supply ,,co4 ,i ,,am ,,int]e/$ ,,9 ,,s5d ,,me ,,free ,,( ,,co/ ,,mammo? ,,illu/rat$ ,,catalog ,,book ,,( ,,h\se ,,& ,,b>n ,,plants ,,/ructural ,,/eel ,,news ,,heat+ ,,& ,,plumb+ ,,guide ,,l9oleum ,,booklet ,,book ,,on ,,ro(+1 ,,sid+1 ,,etc4 ,,gasol9e ,,eng9es ,,clo?+ ,,= ,,m5 ,,& ,,boys ,,ladies' ,,we>+ ,,app>el ,,sew+ ,,ma*9e ,,book ,,h>ness ,,& ,,vehicles ,,put ,,cross ,,9 ,,squ>e ,,opposite ,,books ,,y ,,wi% ,,my ,,"n ,,t[n ,,/ate ,r4,f4,d4 ,,box ,,no4 ,,/4 ,,no4 99 99 99 99 99 ,?is c\pon1 us$ 9 adv]tisem5ts & 9 pr9t$ matt]1 make x extremely easy to s5d = in=mation on special subjects 99 99 99 99 99 ,,s*eme #b--,,! ,,la/ ,,*ance ,,to ,,buy ,if x is desir$ to come "r back at a prospect1 "s su* p>agraph z ?is is writt53 ,only #df sets left6 ,! success ( our special (f] surpass$ all expectations4 ,x w be necess>y to issue ano!r edition at once4 ,! /yle ( b9d+ w be *ang$ b o!rwise ! two editions w be ! same4 ,z we d n c>ry two /yles on h&1 we are will+ to let y h "o ( ! #df rema9+ sets at ! ,,same ,,t]ms al?\gh our special (f] expir$ ,saturday night4 99 99 99 99 99 ,& ?is appeal may pull ev5 bett] ?an ! fir/ "o--provid$ ! proposition is on ! squ>e4 ,x is h>d to put s9c]ity into a lett] t is n bas$ on an absolute tru?4 ,if ,only #df sets left is m]ely a salesman's bluff :5 9 fact !re are hundr$s ( sets on h&1 ! lett] w h a holl[ r+4 99 99 99 99 99 ,,mak+ ,,x ,,easy ,,to ,,answ] ,,creat+ ,,desire ,,"t ,,limit ,,limit$ ,,no4 ,,( ,,articles ,,cut ,,price ,,special ,,t]ms ,,res]vation ,,( ,,/ock ,,or ,,ma*9e ,,evad+ ,,! ,,co/ ,,free ,,trial ,,(f] ,,gu>antee ,,def]r$ ,,paym5ts ,,s5d ,,bill ,,n ,,an ,,exp5se--,,an ,,inve/m5t ,,enclosures ,,ord] ,,blanks ,,po/ ,,c>ds ,,money ,,ord] ,,applications ,,co9 ,,c>ds ,,address$ ,,envelope 99 99 99 99 99 ,s9c]ity is ! h>de/ ?+ 9 ! _w to imitate 9 a lett] & absolute confid5ce is ! key-/one to all mailord] sell+4 ,!re are pl5ty ( plausible reasons = mak+ a "t limit or a special (f]4 ,a l>ge publi%+ h\se1 sell+ bo? magaz9es & books by mail occasionally turns ! trick by a human int]e/ appeal3 ,i told ! bus9ess manag] t ,i believ$ ,i c\ld br+ our ,augu/ sales up to equal ^? ( ! o!r mon?s4 ,he laugh$ at me4 ,always be=e !y h fall5 (f ab\t tw5ty p] c5t4 ,b ,i am go+ to d x--if y'll help me4 99 99 99 99 99 ,!n ! sales manag] w5t on ) a special (f]2 x 0 a legitimate (f] :i* made a real inducem5t t prov$ "o ( ! mo/ successful ! firm ev] put out4 ,,s*eme #c--,,l[ ,,prices ,,dur+ ,,dull ,,seasons ,9 mak+ a special price ! prospect mu/ be giv5 "s plausible reason & s9c]e explanation = ! r$uction4 ,a special arrangem5t ) ! manufactur]1 clean+ out ( /ock1 an introductory (f]--"s valid reason2 & !n /ate ?is reason 9 a frank1 bus9ess-l way1 mak+ ! /ory int]e/+ & %[+ :]e x is to ! advantage ( bo? ! prospect & y\rself4 ,j to keep my m5 busy dur+ ! dull season ,i w make an extra pair ( tr\s]s at ! same price ord9>ily *>g$ = a suit1 on ord]s plac$ dur+ ,july & ,augu/4 99 99 99 99 99 ,?is (f] s5t out by a m]*ant tailor br\ght results1 = he _h a good reason = do+ an extra s]vice--he want$ to keep 8 help busi$ dur+ ! quiet mon?s & ! cu/om] took advantage ( ! inducem5t4 ,,s*eme #d--;,,cut ,,prices ,,9 ,,ex*ange ,,= ,,names ,if y w s5d u ! names ( y\r fri5ds :o might be int]e/$ & if y w %[ x to y\r fri5ds are famili> devices = !y pres5t a plausible excuse = cutt+ a price & s]ve ! d\ble purpose ( giv+ ! manufactur] or m]*ant new names = 8 mail+ li/4 ,a free sample if y s5d u y\r deal]'s "n is reasonably c]ta9 to call = an imm$iate reply f mo/ wom51 = !y are always int]e/$ 9 samples4 ,mak+ a special introductory (f] on "s new device or appliance is c]ta9ly a legitimate reason = cutt+ ! price4 ,x is an inducem5t1 moreov]1 t possesses a peculi> /r5g? = a man likes to be ! fir/ "o 9 8 vic9ity or 9 8 l9e ( bus9ess to adopt "s improv$ me?od or sy/em4 ,,s*eme #e--,,! ,,special ,,introductory ,,price ,!re c be no excuse = ! c>elessness t makes a special introductory price1 & lat] 9 ! same lett] or 9 a foll[-up calls att5tion to ! _m satisfi$ us]s 9 y\r section4 ,be sure y\r reason is real--!n x r+s true & incites prompt action l ?is (f]3 ,! ,wright ,copy ,hold] sells ! _w ov] = #c4jj4 ,we are c]ta91 h[ev]1 t once y see ! hold] actually increas+ ! output ( y\r own typi/ y w want to equip y\r entire (fice ) !m4 ,s1 = a limit$ "t only1 we are go+ to make y an introductory price ( #b4be4 ,s5d to-day = "o ( ^! hold]s & give x a ?or\gh trial4 ,!n any "t )9 ?irty days1 aft] y h wat*$ ! hold] 9 actual use & se5 x pay = itself1 9 actual increas$ output1 ord] z _m m z y want & we w supply !m to y at ! same introductory price ( #b4be ea*4 ,aft] t "t we mu/ ask ! regul> price4 99 99 99 99 99 ,?is is conv9c+4 ,! prospect feels t if ! hold] 7 n all "r x w\ld n be sold on su* t]ms1 = ! manufactur]s expect t ! "o hold] w give su* satisfaction t x w lead to ! sale ( _m m4 ,enclose #b4be n[ 9 any conv5i5t =m & let ! hold] demon/rate = itself :at x c save y e day4 ,don't wait until tomorr[--b s5d y\r ord] today--"r n[4 99 99 99 99 99 ,?is is ! clos+ p>agraph & if y are at all int]e/$ 9 copy hold]s x is likely y w place an ord] ,,n[4 ,& if y don't & if ! ord] is n plac$ )9 t5 days1 ! (f] may be ext5d$ = two weeks & aft] t a t5-day only (f] may pull =? an ord]4 ,,s*eme #f--,,special ,,t]ms ,,to ,,pref]r$ ,,cu/om]s ,a brok]age firm has f\nd t a ,pre-public ann\ncem5t special (f] to pref]r$ cli5ts only 9 plac+ /ocks & bonds is a good pull]4 ,! recipi5t is flatt]$ by be+ class$ ) ! pref]r$ cli5ts & is n unm9dful ( ! opportunity ( gett+ 9 on ! proposition be=e !re is any public ann\ncem5t4 99 99 99 99 99 ,,date ,,wilson ,,safety ,,razor ,,co4 ,,de> ,,sirs3--,,please ,,s5d ,,"o ,,/&>d ,,wilson ,,safety ,,razor 7,,price #c4jj7 ,,v ,,truly ,,y\rs4 7,,y\r7 ,,"n ,,/reet ,,& ,,no ,,city ,,/ate ---------------------------------------- -------------------------- ,,if ,,! ,,razor ,,is ,,to ,,be ,,s5t ,,?r\gh ,,y\r ,,deal] ,,fill ,,out ,,bel[ 7,,deal]',s7 ,,"n ,,address ,,city ,,/ate ,,if ,,y ,,pref] ,,t ,,we ,,s5d ,,razor ,,direct ,,to ,,y1 ,,please ,,enclose ,,remittance ,,9 ,,ei!r ,,( ,,! ,,foll[+ ,,=ms ,,ca% 7,,regi/]$ ,,mail71 ,,money ,,ord]1 ,,ny ,,bank ,,draft ,,*eck ,,! ,,wilson ,,safety ,,razor ,,co ,,or ,,! ,,deal] ,,:o ,,executes ,,?is ,,ord] ,,9 ,,accept+ ,,! #c4jj ,,= ,,! ,,safety ,,razor ,,agrees ,,) ,,! ,,pur*as] ,,t ,,x ,,is ,,sold ,,on #cj ,,days ,,trial ,,)\t ,,any ,,obligation ,,or ,,liability ,,= ,,use ,,dur+ ,,t ,,p]iod4 ,,if ,,= ,,any ,,reason ,,! ,,pur*as] ,,desires ,,to ,,return ,,x ,,)9 ,,t ,,p]iod ,,! ,,sell] ,,^u ,,%all ,,^u ,,receipt ,,!re( ,,refund ,,! #c4jj ,,! ,,wilson ,,safety ,,razor ,,co4 99 99 99 99 99 ,?is =m ( po/ c>d provides = two me?ods ( ord]+--! cu/om] may take 8 *oice 99 99 99 99 99 ,9 influ5c+ prompt action ! "t elem5t & ! special price are n ! only ,act ,n[ inducem5ts al?\gh !y are ! mo/ common4 ,a man _h writt5 to a firm t makes m>9e eng9es = prices b ! fir/ two or ?ree lett]s _h fail$ to call =? any fur!r correspond5ce4 ,s ! sales manag] wrote a p]sonal lett] 9 :i* ! foll[+ p>agraph appe>$3 ,9 look+ ov] our correspond5ce ,i notice t y are p>ticul>ly int]e/$ 9 a #b-;horse p[] eng9e4 ,i h an eng9e ( t size on h& t ,i ?9k w int]e/ y4 ,we h j receiv$ our exhibits f ! ,motor ,boat ,%[s4 ,among ^! ,i notic$ a #b ,h4,p4 eng9e & rememb]+ y\r inquiry = ?is size eng9e1 x occurr$ to me t ?is w\ld make y an ideal eng9e = y\r boat4 99 99 99 99 99 ,?is 0 clev]ly word$1 = al?\gh ! company w\ld cont5d t ! exhibits 7 tak5 f /ock1 ! possible buy] w\ld feel confid5t t ! eng9e exhibit$ at ! %[ _h be5 te/$ & tri$ 9 e way4 ,if he 7 9 ! m>ket at all1 ?is w\ld probably prove a magnet to draw an imm$iate reply--= x is always easy to reply if "o is suffici5tly int]e/$4 ,,s*eme #g--;,,hold+ ,,goods ,,9 ,,res]ve ,?is hold+ "o 9 res]ve = y has prov$ effective ) a typewrit] company3 ,! factory is work+ to ! limit ^! days & we are beh9d ord]s n[4 ,b we are go+ to hold ! ma*9e we h res]v$ = y a few days long]4 ,aft] t we may h to use x to fill ano!r ord]4 ,sign & s5d u ! enclos$ blank to-day & let u place ! ma*9e :]e x w be ( real s]vice to y4 ,rememb] x is cov]$ by a gu>antee t protects y aga9/ disappo9tm5t4 ,if y don't l x1 simply return x & back comes y\r money4 99 99 99 99 99 ,bond brok]s frequ5tly use ?is same idea1 writ+ to a cu/om] t a block ( /ock or a "p ( an issue ( bonds _h be5 res]v$ = him z x repres5t$ j ! p>ticul> k9d ( inve/m5t t he always lik$--& reasons foll[ %[+ h[ desirable ! inve/m5t really is4 ,9 "o =m or ano!r ?is s*eme is widely us$4 ,:5 ! ord] ju/ifies ! exp5se1 a night telegram is sometimes s5t /at+ t ! ma*9e c be held only "o day m or some?+ l t4 ,?is only is possible on special goods t _c be readily duplicat$4 ,9 all ^! (f]s & s*emes ! price is kept c>efully 9 ! backgr\nd4 ,_m firms nev] m5tion ! price 9 ! lett]1 leav+ t = ! circul>1 fold] or catalogue4 ,,s*eme #h--,,! ,,free ,,trial ,,(f] ,in/ead ( ! price be+ emphasiz$1 x is ! free trial (f] or ! absolute gu>antee t is held be=e ! read]4 ,)\t ev5 risk+ a c5t y c use ! ,wilbur on y\r f>m free = #cj days4 ,we w %ip x to y1 freight prepaid1 ) ! pla9 und]/&+ t1 %\ld ! ,wilbur n come up to e claim we make = x1 we w take x (f y\r h&s1 = we don't want anyone to keep ! ,wilbur :5 he is n satisfi$ ) x4 ,?us1 we agree to pay ,,all *>ges & take ,,all risk :ile y are te/+ & try+ ! ,wilbur = "o :ole mon?4 ,y see1 we h a great deal ( confid5ce 9 ! ,wilbur or we c\ld n af=d to make y ?is squ>e & g5]\s (f]1 :i* leaves x entirely to y to say :e!r or n ! ,wilbur ,fann+ ,mill is a practical & money-mak+ success4 ,s9ce ! #cj days' free trial proposition puts y to no risk :atev]1 y %\ld take advantage ( ?is opportunity & h a ,wilbur %ipp$ "r away on ! free trial basis4 ,to prove x1 all y h to d is to fill 91 sign & mail ?is c>d4 ,aft] #cj days y ,,c return ! ma*9e if y are will+4 99 99 99 99 99 ,n a ^w ab\t price4 ,all ab\t ! free trial & ! fact t y are to be ! judge ( ! ma*9e's value4 ,& n only ! free trial b ! absolute gu>antee is emphasiz$4 ,y\r money back if n satisfactory is ! slogan ( e successful mail-ord] h\se4 ,frequ5tly a facsimile ( ! gu>antee accompanies ! lett]2 always x is emphasiz$4 ,,s*eme #i--,,! ,,y\r ,,money ,,back ,,(f] ,a manufactur] ( c]ta9 ma*9es = %op use wa/es little "t 9 describ+ ! ma*9e or tell+ :at all x w d4 ,! broad ass]tion is made t aft] a mon?'s use x w\ld n be sold at ! price paid = x1 & in/ead ( argu+ ! case & endeavor+ to prove ! /atem5t1 ! company /rives to make x easy to place a trial ord]4 ,"h are two ( ! ?ree p>agraphs t make up "o ( its lett]s3 ,to prove x1 all y h to d is to fill 91 sign & mail ?is c>d4 ,aft] #cj days y ,,may return ! ma*9e if y want to4 ,try x out4 ,nev] m9d :at we might ,,say ab\t ! uses y\r %op m5 w\ld be gett+ out ( x--,,f9d ,,out4 ,x is easy4 ,j s5d ! c>d4 99 99 99 99 99 ,?is is simplicity itself4 ,! writ] does n put u on ! def5sive by try+ to argue ) u4 ,we are to be ! judge & he complim5ts u by ! inf]5ce t we don't ne$ to be told b c judge = ourselves z to :e!r x is wor? keep+4 ,! price is held 9 ! backgr\nd & ! actual ord]+ is no?+ m ?an to sign a po/ c>d4 ,!re is no reason at all :y we %\ld delay2 we c\ld h>dly turn ! lett] ov] to be fil$ )\t feel+ t we 7 bl9d to our be/ int]e/ 9 n reply+4 ,,s*eme #aj--,,! ,,disc\nt ,,= ,,ca% ,publi%]s ( a magaz9e angle = r5ewals )\t boldly snat*+ = a man's pocketbook1 by ?is pres5tation3 ,simply tell u ,,n[ to cont9ue y\r subscription4 ,remit at y\r conv5i5ce4 ,bett] /ill1 wrap a #a4jj bill 9 ?is po/ c>d--& mail to u today4 ,we w s5d n only ! twelve issues paid =1 b w--z a ca% disc\nt--ext5d y\r subscription an extra two mon?s4 99 99 99 99 99 ,"h ! co/ is br\ght 9 almo/ z an aft]?\ght1 yet 9 a way t actually br+s ! ca% ) ! r5ewal4 ,fill out ! enclos$ ord] & ! goods w be %ipp$ at once & bill$ 9 ! regul> way4 99 99 99 99 99 ,! paym5t is n 9 sight--x hasn't yet turn$ ! corn]4 ,bill$ 9 ! regul> way cat*es our ord] :]e we w\ld po/pone action if x meant rea*+ d[n into our pockets & buy+ a money ord] or writ+ out a *eck4 ,! paym5t looks af> (f--& x w n seem s mu* if ! acc\nt is paid along ) ! re/ ( ! bills at ! fir/ ( ! mon?4 ,,s*eme #aa--,,! ,,fir/ ,,in/allm5t ,,z ,a ,,deposit ,:]e goods are sold on easy t]ms & a fir/ paym5t requir$1 _m correspond5ts ref] to ! remittance z a deposit4 ,9 ! /rong gu>antee x is expressly /at$ t 9 case ( dissatisfaction1 ! deposit w be return$4 ,ev5 ! def]r+ ( ! paym5t a few days helps to pull an ord]4 ,x is n t a man is nigg>dly or t he does n want ! article b x is ! desire1 root$ deep 9 human nature1 to hold onto money aft] x has be5 h>d e>n$4 ,to facilitate y\r prompt action1 ,i am enclos+ a conv5i5t po/al c>d ord]4 ,our %ipp+ dep>tm5t has _h in/ructions to honor ?is z readily z !y w\ld y\r *eck4 ,!re is no ne$ to s5d ! cu/om>y initial paym5t 9 advance4 ,simply sign & mail ! enclos$ c>d2 :5 ! file comes1 pay ! expressman ! fir/ paym5t ( #b4jj4 99 99 99 99 99 ,"h ! paym5t 0 v small & x 0 def]r$ only a few days1 b long en\gh to make x seem easi]1 & ! ord]s 7 mu* l>g] ?an :5 ca% 0 requir$ ) ! ord]4 ,,s*eme #ab--,,s5d+ ,,goods ,,= ,,inspection ,take no risk is ! reassur+ l9e 9 _m adv]tisem5ts & lett]s4 ,s5d no money--take no risk4 ,we d n ev5 ask y to make a deposit until y are satisfi$ t y ne$ ! ,v]be/ 9 y\r bus9ess4 ,simply s5d ! c\pon today & ! ,v]be/ goes =w>d at our risk4 ,su* (f]s pull be/ :5 simply word$ & conta9 "s su* phrase z ,)\t obligation on my "p1 y may s5d me4 ,x gives reassurance t !re is no cat* & inspires ! confid5ce t is ! basis ( ! mail-ord] bus9ess4 ,!n !re is ! argum5t t ! device or equipm5t w pay = itself--a p[]ful lev]age :5 rightly appli$4 ,"h is ! way ! manufactur] ( a c]ta9 ma*9e keeps ! co/ 9 ! %ad[3 ,!re is no r$ tape to g ?r\gh4 ,simply sign ! enclos$ blank & =w>d to-day ) ! fir/ paym5t ( #c4jj4 ,! ,*all5ge w g =w>d promptly4 ,& ! balance y c pay z ! ma*9e pays = itself--at ! rate ( sev5te5 c5ts a day4 99 99 99 99 99 ,simple1 isn't x8 ,y =get all ab\t ! co/4 ,! p>agraph is a clev]ly word$ ,d x n[ appeal & ! co/ is kept entirely 9 ! backgr\nd4 ,,s*eme #ac--,,! ,,exp5se ,,v]sus ,,! ,,inve/m5t ,,argum5t ,a companion argum5t is t ! device is n an exp5se b an inve/m5t4 ,"h !re is no attempt to put ! co/ price 9 ! backgr\nd b to ju/ify ! outlay z a s\nd inve/m5t--a bus9ess proposition t is to be te/$ by ! inve/m5t /&>d4 ,?is is a /rong argum5t ) ! %rewd bus9ess man :o figures ! value ( ?+s n on ! initial co/1 b ^u ! pr(its !y w e>n & ! divid5ds !y w pay4 ,! :ole proposition mu/ be %ap$ 9 su* a way t x is easy = ! prospect to buy4 ,he mu/ want to buy--& ! exp]i5c$ correspond5t realizes t e ^w & phrase mu/ be avoid$ t is capable ( be+ miscon/ru$4 ,!re are no details s small t !y d n h a be>+ on ! success ( a campaign4 ,,s*eme #ad--,,! ,,return ,,po/al ,,fill$ ,,9 ,,= ,,mail+ ,& n[ t y h made cle> y\r proposition & %[n y\r pro(1 n[ t y h l$ y\r prospect to ! buy+ po9t1 ! next /ep is to make him s5d y ! ord]4 ,& ! only way to d ?is is to foll[ ! example ( ! good salesman3 put ! p5 9 8 h&1 y\r f+] on ! dott$ l9e1 & slip ! ord] blank be=e him4 ,! salesman does ^! ?+s because he kn[s t he might lose ! sale if he ask$ 8 prospect to hunt up a p51 a lett]head & "s ink4 ,he kn[s ! value ( mak+ x easy to buy4 ,& 9 sell+ by mail y mu/ d ! same4 ,don't guide him on to a decision to ord] & !n leave him at sea z to h[ to d x4 ,%[ him exactly :at to d4 ,x is easy en\gh simply to say1 ,write me a lett]1 or1 s5d me #b4jj4 ,! v man y want mo/ to sell may n "k h[ to write a cle>ly word$ ord]4 ,ev5 if he does1 ! fact t y ask him to g to ! tr\ble ( gett+ 8 writ+ mat]ials may s]ve to po/pone ! act & lose him ! desire to buy4 ,s give him ! ord] ready to sign1 ) z few *anges z possible requir$4 ,& give him an address$ return envelope to s5d x 94 ,if no money is to be s5t ) ! ord]1 put x on a po/ c>d4 ,sign & mail ! c>d bord]s on ! extreme ( simplicity 9 buy+4 ,y _c be too simple 9 y\r me?od ( solicit+ ord]s4 ,if y\r proposition w admit ( say+1 ,p9 a doll> bill to ?is lett] & mail1 say x4 ,if m details are ne$$1 make !m z simple z possible4 99 99 99 99 99 ,,johnson ,,dye ,,ord] ,,& ,,co9 ,,c>d 7,,be ,,sure ,,to ,,address ,,y\r ,,envelope ,,v ,,pla9ly7 ,,johnson ,,dye ,,company ,,bo/on1 ,,mass4 ,,s5d ,,me ,,packages ,,( ,,johnson ,,dyes1 ,,at ,,t5 ,,c5ts ,,ea*1 ,,z ,,m>k$ ,,9 ,,! ,,ord] ,,blank ,,bel[4 ,i ,,enclose ,,9 ,,?is ,,co9 ,,envelope ,,bel[1 ,,total ,,sign ,,v ,,pla9ly ,,c5ts ,,"n ,,address,,numb]1 ,,/reet1 ,,or ,,box1 ,,po/ ,,(fice1 ,,c\nty1 ,,/ate ---------------------------------------- -------------------------- ,,don',t ,,fail ,,to ,,fill ,,out ,,?is words beh9d ,,has ,,he 7,,any7 ,,johnson draw+ ( ,,dyes ,,= ,,wool8 ,,my ,,deal]',s ,,"n envelope ,,has ,,he 7,,any7 ,,johnson ,,dyes ,,= ,,cotton8 ,,address ,,has ,,he ,,! ,,johnson ,,dye ,,colors ,,ord]$ ,,write ,,pla9ly ,,bel[8 ------------------------- -------------------- ,,johnson ,,dyes ,,johnson ,,dyes ,,= ,,wool ,,= ,,cotton ,,light ,,blue ,,light ,,blue ,,d>k ,,blue ,envelope3 ,,put ,,d>k ,,blue ,,navy ,,blue ,,y\r ,,money1 ,,co9 ,,navy ,,blue ,,br[n ,,or ,,bill ,,9 ,,"h ,,br[n ,,seal ,,br[n ,,seal ,,br[n ,,gre5 ,,gre5 ,,d>k ,,gre5 ,,d>k ,,gre5 ,,p9k ,,p9k ,,sc>let ,,sc>let ,,crimson ,,crimson ,,c>d9al ,,r$ ,,c>d9al ,,r$ ,,turkey ,,r$ ,,turkey ,,r$ ,,g>net ,,g>net ,,black ,,black ,,purple ,,purple ,,yell[ ,,yell[ ,,orange ,,orange ,,gray ,,gray 99 99 99 99 99 ,a manila enclosure t conta9s a small envelope suitable = s5d+ co9s or bills4 ,! directions n only cov] all po9ts on ! ord] b give ! company in=mation = its foll[-up 99 99 99 99 99 ,,s*eme #ae--,,! ,,money ,,ord] ,,ready ,,= ,,signature ,if y want him to s5d a money ord]1 help him to get x by enclos+ a money ord] application fill$ 9 except = 8 "n4 ,avoid ! possibility ( giv+ ! ord] blank a legal appe>ance4 ,simply h ! ord] say1 ,s5d me ---- & z little m z is necess>y4 ,%[ ! prospect t !re are no /r+s or jok]s 9 y\r blank4 ,make x s simple t !re is no possibility ( misund]/&+ its t]ms4 ,if ! article is "o t is sold 9 mu* ? same way to e pur*as]1 x is be/ to pr9t ! entire ord]1 leav+ only ! date l9e & ! signature l9e blank4 ,if ! pur*as] has to *oose betwe5 two /yles ( ! article or betwe5 two quantities1 ! ord] blank may be pr9t$1 s t ! quantity n want$ may be cross$ out4 ,,s*eme #af--,,ord]+ ,,by ,,m>ks ,9 deal+ ) an unlett]$ class ( p1 x is well to put a footnote 9 v small type "u optional l9es or words & to in/ruct ! pur*as] to ,cross out ! /yle y d n want or ,put an ,x opposite ! quantity ord]$4 ,9 case ( articles t are sold = ca% & also on ! easy paym5t plan1 x is bett] to h two sep>ate ord] blanks pr9t$ on diff]5t colors ( pap]1 "o pla9ly head$ ,ca% ,ord] ,blank1 & ! o!r ,easy ,paym5t ,ord] ,blank4 ,avoid ! ,in/alm5t ,plan4 ,! "n has lo/ /&+ ( late2 ! word+ ,easy ,paym5t ,plan is bett] & m sugge/ive4 ,,s*eme #ag--,,! ,,co9 ,,c>d ,! co9-c>d me?od is a w9n] = sales "u a doll>4 ,! c>d1 ) its op5 holes invit+ ! qu>t] or ! fifty-c5t piece1 & ! ord] blank pr9t$ conv5i5tly on ! flap--captures mu* loose money4 ,! po/ (fice dep>tm5t w furni% money ord] applications ) ! "n ( ! adv]tis] pr9t$ 9 ! prop] spaces4 ,^! pr9t$ applications %\ld be s5t = ! prospect's conv5i5ce 9 cases :]e a money ord] is likely to be us$4 ,!y insure t ! adv]tis]'s "n w come be=e po/ma/]'s writt5 9 ! pref]r$ =m1 & !y also relieve mu* ( ! hesitancy & emb>rassm5t ( ! p t d n "k h[ to make out an application4 ,,s*eme #ah--,,s5d+ ,,money ,,at ,,! ,,o!r ,,fell[',s ,,risk ,"o ( ! be/ s*emes = easy ord]+ invit$ ! read] to fold a doll> bill 9 ! lett] "r n[ & mail ! lett] at ! risk ( ! firm4 ,t effective clos+ remov$ ! t5d5cy to delay until a *eck or a money ord] c\ld be secur$4 ,x took away ! fe> ( loss 9 ! mails4 ,x l>gely increas$ ! returns ( ! lett]4 ,x is sometimes an excell5t plan to sugge/ t ! read] sign & mail at once a po/al c>d t is enclos$4 ,if !re is an in* or two ( space at ! bottom ( ! lett]1 a blank ord] or reque/ may be writt5 !re t ne$s only a signature to make x complete4 ,9 ! clos+ p>agraph1 direct ! read] to sign & return ! slip4 ,an address$ envelope %\ld always be enclos$4 ,x w n always be us$1 b x w be us$ by mo/ p1 & x assures ! correct address & facilitates ! h&l+ ( incom+ mail4 ,h[ ,to ,write ,lett]s ,t ,appeal ,to ,,wom5 ,,"p ,,vi--,,! ,,appeal ,,to ,,diff]5t ,,classes--,,*apt] #bb ,! two-page lett] :i* a man w\ld toss into ! wa/e basket unread may be read by a woman ) increas+ int]e/ at ea* p>agraph4 ,! av]age woman does n h a l>ge correspond5ce2 h] mail is n s heavy b :at %e ,,f9ds ,,"t ,,to ,,read ,,e ,,lett] ,,t ,,appeals ,,to ,,h] ,,ev5 ,,slightly4 ,! pr9t$ head+ may %[ a lett] to be f a cloak company4 ,%e doesn't really ne$ a new coat--& anyh[ %e c\ld h>dly af=d x ?is fall--b %e w\ld j l to see :at ! /yles are go+ to be l--& x doesn't co/ any?+ to s5d = samples4 ,yet if ! writ] ( ! lett] is skill$ & und]/&s ! subtle work+s ( a woman's m9d1 ,,! ,,cloak ,,is ,,half ,,sold ,,by ,,! ,,"t ,,%e ,,fills ,,out ,,! ,,po/al ,,c>d4 ,?is *apt] tells :y 99 99 99 99 99 ,! m p]sonal a lett] is made ! m successful x w prove4 ,sev]al l>ge mail-ord] h\ses1 h&l+ ?\s&s ( lett]s e day1 are gradually ab&on+ ! use ( =m lett]s1 mak+ e communication p]sonal4 ,! additional exp5se is ( c\rse great b ! increas$ bus9ess app>5tly ju/ifies ! new policy4 ,! c>elessness t s5ds out to wom5 =m lett]s beg9n+ ,de> ,sir has squ&]$ _m an adv]tis+ appropriation4 ,a man might n notice su* a mi/ake or he might *>itably blame x onto a /upid mail+ cl]k1 b a woman--nev]4 ,! mail-ord] h\ses ) progressive me?ods n only gu>d aga9/ inexcusable blund]s & tactless lett]s b !y are /udy+ ! classes & ! individuals ) :om !y are deal+4 ,a mail may br+ 9 two lett]s--"o1 f a f>m]1 labori\sly scrawl$ on a bit ( wrapp+ pap]2 ! o!r1 f a lady 9 t[n1 writt5 on ! f9e/ /ation]y4 ,bo? may reque/ catalogues & ! same pr9t$ matt] w be s5t to ea*1 b only ! amateur correspond5t w\ld use ! same =m lett] 9 reply4 ,! book ag5t :o rattles (f to e prospect ! set spee* :i* ! h\se furni%$ him ) 8 prospectus ei!r ?r[s up ! "w z a poor proposition or *anges 8 tactics1 & ! =m lett] t tries to w+ all classes ( individuals is mo/ likely to miss all4 ,9 mak+ an appeal to wom51 ! fir/ ?+ to be consid]$ is ! /ation]y4 ,good quality ( pap] is a s\nd inve/m5t4 ,sav+ money by use ( *eap /ation]y is n economy = x prejudices ! individual aga9/ ! s5d] be=e ! lett] is ev] op5$4 ,firms t cat] to wom5 ( ! bett] class foll[ out ! curr5t /yles 9 writ+ pap]4 ,! prop] size & %ape ( %eet & envelope imm$iately make a favorable impression4 ,v>i\s t9ts may be us$ to good effect &1 in/ead ( a fl>+ li?ograph$ lett]head1 ! firm's monogram may be /amp$ 9 ! upp] left-h& corn]4 ,! return c>d on ! envelope %\ld n be pr9t$ on ! face b on ! rev]se flap4 ,su* a lett] is sugge/ive ( social atmosph]e2 x is complim5t>y to ! lady4 ,9 beg9n+ ! lett] x %\ld /rike at "s vuln]able spot 9 fem99e nature--b x mu/ be s skillfully express$ t ! motive is n app>5t4 ,if ! l9e is any?+ t c be %[n by sample1 manage to "w into ! v beg9n+ ( ! lett] ! fact t samples w be mail$ free ^u reque/4 ,wom5 nev] tire ( look+ at samples2 !y pull ?\s&s ( ord]s t c\ld nev] h be5 l&$ ) pr9t$ descriptions or illu/rations4 ,a mo/ successful h\se sell+ suits & cloaks has prov$ conclusively t no?+ w cat* ! att5tion ( a woman s quickly z an (f] ( free samples or "s ref]5ce to /yle & economy 9 woman's dress4 ,x urges ^u its correspond5ts ! desirability ( gett+ 9 ?is appeal 9 ! v fir/ s5t5ce4 ,lett]s f ?is h\se beg9 ) "s po9t$ ref]5ce3 ,becom+ /yles1 we "k1 are :at y want1 toge!r ) quality & ! greate/ economy4 ,or1 ,y "k we gu>antee y a p]fect-fitt+ suit1 ( ! prettie/ mat]ials 9 ! m>ket--:atev] y may select4 ,?is lett] has ! p]sonal signature ( ! sales manag]3 ,de> ,madam3 ,i h be5 int5d+ to write y ev] s9ce y s5t = y\r ,,republic ,/yle ,book1 b ,i h be5 s busy 9 connection ) our new build+ z to h>dly f9d "t4 ,b y are no d\bt n[ wond]+ j :y1 out ( ! _m1 _m ?\s& reque/s = ! ,,republic ,/yle ,book1 ,i %\ld be s p>ticul>ly int]e/$ 9 y\rs4 ,& s ,i am go+ to tell y frankly my reason4 ,x is ?is3 ,9 y\r community !re is only a v small numb] ( all ! ladies :o we> ,,republic ,suits1 & !y ,,all %\ld we> !m--& ,,w\ld we> !m if !y c\ld b be made to "k ! real beauty ( our suits4 ,i want to %[ !m j h[ beautiful a ,,republic ,suit c be4 ,s ,i ask y1 w\ld y l to h made = y ?is season1 ! mo/ beautiful suit y ev] _h8 ,w\ld y l n[1 a suit m /yli%1 bett] fitt+1 m becom+1 bett] made--,,m ,,p]fect--?an any o!r suit y h _h8 ,if ?is int]e/s y at all1 !n ,i am ready p]sonally to see to x = y4 ,a suit t is diff]5t f ! ones worn by y\r acqua9tances is :at ,i am n[ speak+ (2 n diff]5t because made ( "s unusual mat]ial1 or 9 "s ov]-/yli% design1 b diff]5t because ,,bett]4 ,x is ! diff]5ce ( ,,quality1 ( g5ius 9 its cutt+1 t ,i want y\r fri5ds & neighbors to see & admire 9 y\r suit4 ,n[ ,i am go+ to say to y v frankly t ,i h a reason = want+ to make y\r suit attract ! admiration ( y\r fri5ds4 ,i wi% y\r suit to conv9ce ,,!m t !y1 too1 %\ld h _! suits made by ! ,,republic4 ,w\ld y c>e to h me tell y j h[ ,i propose to put ?is unusual grace & /yle into y\r suit8 ,fir/1 ev]y?+ dep5ds ^u ! ,,l9es ( a suit--if its l9es are beautiful1 ! suit is beautiful4 ,n[ we h at ! ,,republic a *ief design]1 :o is a g5ius 9 putt+ ! greate/ beauty & grace into ! l9es ( 8 models4 ,we say he is a g5ius1 because a man c be a g5ius 9 design+ j z a musician or any exceptionally skillful man may be said to be a g5ius4 ,& :5 a highly tra9$ cutt] & an exp]t tailor make up "o ( ?is man's designs1 ! result is a suit t /&s ap>t f all o!rs1 by reason ( ! attractiv5ess !re always is 9 grace & /yle & beauty4 ,su* is ! suit ,i (f] to h made = y4 ,b !re is to be no increas$ co/ to y = ?is special s]vice4 ,! price ( e ,,republic ,made-to-,measure ,suit is pla9ly /at$ "u its description 9 our ,/yle ,book4 ,t is all y'll h to pay4 ,if y wi% y c h a dressmak] take y\r measurem5ts & we w pay h] = h] tr\ble1 z expla9$ on ! enclos$ ,dressmak]'s ,c]tificate4 ,please read ?is c]tificate4 ,n[1 :at am ,i to d8 y ask4 ,simply s5d y\r ord] to me p]sonally4 ,j say1 ,make my suit z y agree 9 y\r lett]4 ,n[ if y wi% o!r samples or in=mation1 write to me p]sonally & ,i w take c>e ( x = y4 ,b1 ! soon] y get y\r ord] to me ! bett]4 ,please consid] t we1 at ! ,,republic1 w always be glad to be ( s]vice to y4 ,i1 especially1 w be pleas$ to h ! opportunity ( mak+ y a suit ( :i* y c be pr\d & ( :i* we w be glad to h y say1 ,?is is a ,,republic ,suit4 ,%all ,i he> f y soon8 ,y\rs v respectfully1 ,signature3 ,g4 ,l4 ,lawr5ce 99 99 99 99 99 ,?is lett] 0 s5t out on v ta/y t9t$ /ation]y4 ,x 0 writt5 by someone :o und]/ood ! subtle processes ( ! fem99e m9d4 ,9 ! fir/ place ! lady is flatt]$ because ! sales manag] himself writes to h] & (f]s to give h] ord] 8 p]sonal att5tion4 ,surely an opportunity to secure ! v be/ suit ! h\se c turn out6 ,x is ! diff]5ce ( ,,quality1 ( g5ius 9 its cutt+1 t ,i want y\r fri5ds & neighbors to see & admire 9 y\r suit4 ,no fulsome flatt]y "h2 x is s delicately introduc$ t x appe>s entirely incid5tal1 b ! %aft /rikes home4 ,!re is j en\gh left unsaid to /ir ! imag9ation4 ,! logic & ! matt]-(-fact argum5t t w\ld appeal to ! man gives way to sugge/ion & p]suasion & ! necessity = prompt action is tactfully ins]t$ at ! prop] place4 ,9 ano!r lett] f ! same h\se ! prospect 0 impress$ by ! great c>e us$ 9 mak+ up g>m5ts3 ,9 ord] t y\r measurem5ts may be tak5 exactly "r1 we s5d y ) ?is lett] a ',republic' ,tape ,measure4 ,?is is ! same k9d t our cutt]s use & x is entirely accurate4 ,we s5d ?is tape measure to y because we want to avoid ! lea/ possibility ( v>iation 9 y\r measurem5ts4 ,we want to make y\r suit p]fect1 & we w p]sonally see to e detail ( its mak+4 99 99 99 99 99 ,no batt]y ( argum5ts & pro(s c\ld make ! same appeal to ! woman z ! tape l9e s5t 9 ?is way4 ,! sugge/ion is m p[]ful ) a woman :5 skillfully h&l$ ?an /atem5ts1 ass]tions & argum5ts4 ,comp>e ! subtle appeal 9 ! above to ! p>agraphs tak5 f a lett] s5t out by a h\se t 0 try+ to ent] ! mail-ord] field3 ,we want y to read our booklet c>efully = x expla9s our me?ods ( do+ bus9ess fully4 ,we are v p>ticul> ab\t fill+ ord]s & "k y w be pleas$ ) any suit y may buy f u4 ,our f9ancial /&+ %\ld conv9ce y t if any?+ is n "r we w make x s4 ,we gu>antee satisfaction & solicit a trial ord]4 99 99 99 99 99 ,9 ! fir/ place1 ! av]age woman w\ld "k no?+ ab\t ! f9ancial /&+ ( ! h\se4 ,x is evid5t t ! man :o wrote ! lett] _h be5 h&l+ ! correspond5ce ) deal]s & firms t necess>ily keep po/$ on ! rat+ ( manufactur]s4 ,& ! way ! proposition is /at$ t if any?+ is n "r we w make x s sugge/s t possibly ! suit might n be satisfactory4 ,b :ile wom5 are susceptible to flatt]y !re is dang] ( bungl+1 ( mak+ ! ef=t s consci\s t x is (f5sive4 ,y\r natural beauty w be enhanc$ by "o ( our suits = our cutt] und]/&s h[ to set (f a woman's =m & features s %e is admir$ :]ev] %e goes4 ,! av]age woman is disgu/$ & reads no fur!r4 99 99 99 99 99 ,,h[ ,,diff]5t ,,argum5ts ,,appeal ,,to ,,wom5 ,/yle ,=emo/ consid]ation ,price ,second>y consid]ation ,quality ,slight ,exclusiv5ess ,valuable ,s]vice ,m9or importance ,s5tim5t ,effective ,flatt]y ,exp$i5t ,te/imonials ,impressive ,reputation ,desirable 99 99 99 99 99 ,m]e clev]ness 9 expression w fall wide ( ! m>k & faceti\sness %\ld be /rictly avoid$4 ,x is bett] to dep5d on a v ord9>y lett] :i* w h little effect on ! read] "o way or ! o!r ?an to (f5d h] by too obvi\s flatt]y or an app>5t attempt to make capital f a fem99e weakness4 ,ar\se h] curiosity--! curiosity ( woman is prov]bial1 & a g5]al /ore at ,nettleton1 ,mississippi1 f\nd a ,c\s9 ,elsie lett]1 mail$ at ,atlanta1 ,georgia1 to be ! mo/ effective adv]tis+ x ev] s5t out1 = x ar\s$ ! greate/ curiosity among ! wom5 ( ,nettleton4 ,"h is a lett] j z x 0 s5t out1 ! "n ( ! recipi5t fill$ 9 on ! typewrit]3 ,my ,de> ,c\s93-- ,i "k y w be surpris$ to get ?is lett]4 ,i sp5t su* a delightful ,w9t] 9 ,cali=nia & wi%$ s (t5 t my de> ,nettleton k9 c\ld be ) me4 ,on my return trip1 ,i met ! ,wilson ,piano ,co's ,manag]4 ,he told me ! ,nettleton ,supply ,co4 0 giv+ away "o ( its #djj4jj pianos ?is ye> 9 adv]tis+4 ,i d hope t "s ( my ambiti\s ,c\s9s w get to "w & get x4 ,x w c]ta9ly be wor? work+ =4 ,!n :at d y ?9k8 ,! fir/ ?+ :5 ,i came to ! (fice ?is morn+1 ,i made an invoice ( ! ,mill9]y t ! ,nettleton ,supply ,co's buy] _h b\ght ( our h\se & ,i 0 c]ta9ly surpris$ to "k t su* beautiful /uff is sold 9 a small t[n l ,nettleton4 ,our salesman said t ?is is "o ( ! nice/ bills t he has sold ?is season4 ,i met ! buy] & talk$ ) h] ab\t all ( y & promis$ to att5d ! ,spr+ op5+4 ,i "k x w be "o ( ! be/ ! h\se has _h1 z x w h s mu* pretty /uff to %[4 ,i w h only a day or two & ,i want to ask y & all my ,c\s9s to meet me at ?is op5+4 ,i am anxi\s to see y & ?is w be a good opportunity = u to meet4 ,don't fail to meet me4 ,i h lots ( "w to d & mu/ br+ ?is lett] to a close4 ,) a he>t full ( love = all ! de> old ,nettleton folks & an extra lot = y1 f1 ,y\r ,c\s91 ,elsie4 ,p4,s4--,don't fail to come to ! op5+4 ,i w be !re if possible4 ,miss ,smiley w let y "k :5 to come4 ,buy a pair ( ,pet]s' %oes ?is ,spr+2 y w nev] regret x4 99 99 99 99 99 ,su* lett]s c\ld n be us$ v (t5 b occasionally !y are imm5sely effective4 ,mrs4 ,elliott's tr\bles & h[ !y 7 cur$ h become fam\s 9 "s p>ts ( ! c\ntry4 ,writt5 9 long h&1 !y bore e resemblance to a social lett] f a lady to "s old neighbor & told h[ _m ( h] h\sekeep+ tr\bles _h be5 end$ by us+ a c]ta9 k9d ( furniture poli%4 ,! lett]s 7 writt5 9 su* a *atty /yle t !y 7 read ?r\gh & pass$ ar\nd to o!r memb]s ( ! family4 ,my de>3 ,i "k y w be surpris$ to he> f me & ,i may z well confess t ,i am n altoge!r dis9t]e/$ 9 writ+ y at ?is "t b ,i am glad to say t ! duty impos$ ^u me is a pleasure z well4 ,y "k "s "t ago aft] ,i _h pa9t$ my floors1 ,i wrote ! company ^: pa9t ,i us$ & !y put my exp]i5ces 9 ! =m ( a little booklet entitl$ ,mrs4 ,elliot's ,tr\bles4 99 99 99 99 99 ,?is is ! fir/ page ( a facsimile h&-writt5 lett] t prov$ highly successful z x appeal$ to fem99e curiosity & insur$ c>eful read+ 99 99 99 99 99 ,! appeal to wom5 mu/ hov] ar\nd h] love ( /yle & h] desire = economy4 ,br+ 9 ei!r subject deftly at ! beg9n+ ( a lett] & %e w be an int]e/$ read] ( all ! sales talk t foll[s4 ,sev]al mail-ord] h\ses h tra9$ wom5 to h&le ?is "p ( _! correspond5ce = !y are m apt 9 ! use ( fem99e expressions4 ,let a man try to describe "s article z p]fectly spl5did1 or really sweet & he w /umble ov] x be=e he gets to ! end ( ! s5t5ce4 ,yet :5 ^! same hackney$ phrases are br\ght 9 naturally by a woman :o feels j t way ab\t ! g>m5t %e is describ+1 !y w take hold ( ! read] 9 a way t is beyond ! und]/&+ ( ! mascul9e m9d4 ,9 ! appeal to wom5 !re is m 9 ?is t+e ( (f-h& ref9em5t1 ! atmosph]e1 ! en?usiasm %[n & 9 ! little p]sonal t\*es1 ?an 9 =midable argum5ts & logical reasons4 ,:at is triviality to a man is frequ5tly ! cl9*+ /atem5t ) a woman4 ,& s a fix$ set ( rules c n be =mulat$ = writ+ lett]s to wom54 ,in/ead ( a h>d & fa/ rule1 ! correspond5t mu/ h 9 m9d ! ideas & ! features t naturally appeal to ! fem99e m9d & use !m judici\sly4 ,de> ,madam3 ,?is mail is br++ to y a copy ( our new catalogue1 describ+ our complete l9e ( ,hawkeye ,kit*5 ,cab9ets4 ,! catalogue w tell y h[ y c d y\r kit*5 "w 9 half ! usual "t4 ,x w tell y h[ to save y\r /r5g?1 "t1 & en]gy--h[ to relieve y\rself ( ! burd5 ( kit*5 drudg]y4 ,ar5't ^! ?+s wor? look+ into8 ,j try c\nt+ ! unnecess>y /eps y take 9 prep>+ y\r next meal4 ,calculate ! "t y lose 9 look+ = articles t %\ld be at y\r f+]s' ends b are n4 ,imag9e1 if y c1 :at x w\ld save y if y c\ld d away ) y\r pantry1 kit*5 table1 & cupbo>d & get all ! articles ne$$ 9 ! prep>ation ( a meal 9 "o complete well-ord]$ piece ( furniture t c\ld be plac$ betwe5 ! range & s9k1 s y c\ld rea* almo/ f "o to ! o!r4 ,?9k ( ! /eps x w\ld save y4 ,imag9e a piece ( furniture conta9+ special places = ev]y?+--f ! egg beat] to ! l>ge/ kit*5 ut5sil--a piece ( furniture t w\ld arrange y\r provisions & ut5sils 9 su* a sy/ematic way t y c\ld 79 ! d>k7 f9d almo/ any?+ y want$4 ,if y c draw 9 y\r m9d a picture ( su* a piece ( furniture1 y w h "s idea ( :at a ,buckeye ,kit*5 ,cab9et is l4 ,h[1 don't y want "o ( ^! automatic s]vants8 ,don't y ?9k y ne$ x8 ,if s1 s5d = "o ,,n[4 ,don't put x (f a s+le day4 ,y h be5 )\t x too long already4 ,x doesn't co/ mu* to get a ,hawkeye4 ,if y don't c>e to pay ca%1 y c buy on su* easy paym5ts t y w nev] miss ! money--only five c5ts a day = a few mon?s4 ,y w\ld ?9k no?+ ( pay+ five c5ts a day /reet-c> f>e to keep f walk+ a few blocks 9 ! pure air & sun%9e1 yet y are walk+ miles 9 y\r kit*5 :5 "o /reetc> f>e a day = a few mon?s w\ld d away ) x4 ,s5d y\r ord] "r along & use ! ,cab9et ?irty days4 ,if x doesn't d :at we say x w1 or if y d n consid] t x is m ?an wor? ! money1 s5d x back at our exp5se & we w refund :atev] y h paid4 ,t's fair1 isn't x8 ,we pay freight on all-ca% ord]s ,y\rs truly1 ,signature3 ,adams ,adams 99 99 99 99 99 ,?is lett] is writt5 9 an easy1 natural /yle1 :i* is aid$ by ! %ort p>agraphs4 ,! appeal to ! imag9ation is skillful1 & ! homely illu/ration ( ! c>-f>e well *os54 ,! clos+ is 9 keep+ ) ! g5]al quality ( ! lett] & 0 und\bt$ly effective4 ,?is lett] is a long] "o ?an ! man w\ld read ab\t a kit*5 cab9et1 b !re are n too _m details = wom5 read]s 99 99 99 99 99 ,all wom51 = in/ance1 are influ5c$ by :at o!r wom5 d1 & !re is no o!r t\* m productive ( sales ?an ! ref]5ce to :at "s o!r cu/om] has ord]$1 or :at comm5ts %e has made4 ,bo? 9 educational campaigns & 9 writ+ to regul> cu/om]s on "s specific proposition x is a good policy to "w 9 "s ref]5ce to a rec5t sale3 ,"o ( our v good cu/om]s f y\r neighborhood writes u t h] new suit 7,/yle #cehg7 has caus$ h] m p]fectly delightful complim5ts ?an %e ev] _h be=e4 99 99 99 99 99 ,su* te/imonials are to be f\nd 9 e mail-ord] h\se t has atta9$ ev5 a mod]ate success1 = wom5 :o are pleas$ are giv5 to writ+ lett]s pr(use 9 _! expressions ( appreciation4 ,at times x is desirable to quote a :ole lett]1 )hold+1 ( c\rse1 ! "n ( ! writ]4 ,! mo/ conv9c+ lett]s to use are ^? t tell ab\t fir/ ord]s1 or h[ "s fri5d induc$ ! writ] to s5d 9 a trial ord]1 or h[ %e came to be a cu/om] ( ! mail-ord] h\se4 ,^! p]sonalities add a t\* ( human int]e/1 !y create an atmosph]e t is real1 !y mean mu* to a woman4 ,quot$ lett]s are especially effective 9 gett+ a fir/ ord] aft] a woman has become suffici5tly int]e/$ to write 9 = a catalogue4 ,"h is "o lift$ f a lett] s5t out by ! g5]al manag] ( a suit h\se3 ,de> ,mr4 ,w>dwell3 ,y ask me to tell y h[ ,i came to s5d y my fir/ ord]4 ,i ?9k ,i _h writt5 = y\r ,/yle ,book ?ree seasons4 ,ea* "t ,i f\nd _m g>m5ts ,i lik$4 ,i f\nd wai/s & dresses & skirts t 7 mu* pretti] ?an ! ones ,i c\ld get else:]e4 ,& yet1 "s way or o!r1 :ile ,i long$ = ^! v g>m5ts1 ,i did n ord] !m4 ,i ?9k x 0 simply because ,i nev] _h ord]$ by mail4 ,"o day :5 look+ ?r\gh y\r ,/yle ,book ! ?\ght came to me3 ,if y want ?is dress1 :y don't y /op hesitat+ & wond]+ & sit d[n "r n[ & ord] x8 ,& ,i did--& ev] s9ce ,i h b\ght my suits1 dresses1 wai/s1 almo/ ev]y?+1 f y4 99 99 99 99 99 ,te/imonial lett]s f prom95t wom51 wives ( di/+ui%$ m5 & o!rs ^: names are widely kn[n1 are always effective4 ,a numb] ( ye>s ago ,mrs4 ,frances ,clevel&1 wife ( ! ex-presid5t1 wrote to a furniture factory = a c$> *e/4 ,! ord] 0 9 ,mrs4 ,clevel&'s own h&writ+ & ! lett] 0 at once photograph$ & a facsimile enclos$ ) all ! lett]s & adv]tis+ matt] s5t out by ! furniture h\se4 ,su* ?+s h an influ5ce on ! fem99e m9d t ! skill$ correspond5t nev] ov]looks4 ,! reason t s _m lett]s fail to pull is because ! correspond5ts are n salesm52 !y are unable to put actual sell+ talk into a lett]4 ,= aft] y h ar\s$ a woman's curiosity & appeal$ to h] love ( /yle & h] desire to economize1 !re has got to be "s g5u9e1 /rong sell+ talk to get ! ord]4 ,! diff]5ce is br\ght out by a l>ge ,*icago mail-ord] h\se :i* cites ! cu/om] :o inquir$ ab\t a c]ta9 ready made skirt 9 a #cd-;in* l5g? :i* c\ld n be suppli$ z ! regul> measurem5ts run f #cg to #dc4 ,a correspond5t ?9k+ only ( ! numb] ( lett]s t c be answ]$ 9 a day simply wrote1 ,we are v sorry we _c supply ! skirt y m5tion 9 ! l5g? y desire1 because ?is g>m5t is n made regul>ly 9 %ort] l5g?s ?an #cg in*es4 ,regrett+ our inability to s]ve y1 & s =?4 ,! lett] inspector ?rew out ! lett] & dictat$ ano!r3 ,we _c furni% skirt1 catalogue numb] ,h#dihb1 9 a #cd-;in* l5g?1 b we c supply x 9 a #cg-;in* l5g?2 ?is is ! %orte/ l5g? 9 :i* x is regul>ly made4 ,y c h x alt]$ to a #cd-;in* l5g? at a small exp5se1 & z ! skirt is an unusually pretty /yle & ( exceptionally good value1 ! price be+ only #g4fe1 we tru/ y w favor u ) y\r ord]4 99 99 99 99 99 ,?is is lett]-writ+ plus salesman%ip4 ,! correspond5t did n spill ov] 9 8 eag]ness to get ! ord]2 he did n describe ! skirt z ! f9e/ to be _h nor insi/ t x 0 ! mo/ wond]ful b>ga9 9 ! catalogue4 ,r he told h] x 0 an unusually pretty /yle & ( exceptionally good value4 ,x 0 s simply told & s naturally t x c>ri$ conviction4 ,x ref]s to /yle & to economy--two ?+s t appeal to e woman4 ,lett]s p]sonally sign$ by ! ,exp]t ,corseti]e ( a l>ge :olesale h\se 7 mail$ to a select$ li/ ( lady cu/om]s 9 cities :]e ! ,diana corsets 7 h&l$3 ,de> ,madam2 ,"h's an incid5t t proves h[ important corsets are 9 we>+ ! new /raight1 hipless g[ns4 ,mrs4 ,?ompson1 :o is /\t] ?an ! new /yles require1 tri$ on a pr9cess g[n 9 a dep>tm5t /ore4 ,! g[n itself 0 beautiful1 b x 0 mo/ unbecom+ & did n fit at all1 ?o x 0 ! "r size = h]4 ,mrs4 ,?ompson 0 ab\t to give up 9 despair say+1 ,i c't we> ! new /yles--:5 a saleswoman sugge/$ t %e be fitt$ ) a ,diana ,corset 9 ! model made = /\t figures4 ,! result 0 t ! pr9cess g[n took ! l9es ( ! corset & fitt$ ,mrs4 ,?ompson p]fectly4 ,9 fact ! orig9al l9es ( ! g[n 7 br\ght out to bett] advantage4 ,?is only goes to prove t ) a good corset any g[n w drape "r & take ! l9es ( ! corset4 ,y'll f9d x easy to we> ! new long /raight /yle g[ns if y we> a ,diana corset 9 ! model made = y\r /yle ( figure4 ,! ,dianas are made aft] ! same models z ! mo/ exp5sive ,fr5* corsets co/+ #aj to #be4 ,yet #a to #e buys a ,diana4 ,! ,diana is n heavy & uncom=table z s _m ( ! new corsets are ?is ye>4 ,! fabrics f :i* !y are made are light & com=table4 ,at ! same "t1 s closely me%$ & firmly wov5 t ) reasonable we> e ,diana corset is gu>ante$ to keep its good %ape & /yle or y w receive a new corset )\t *>ge4 ,! ,diana deal]1 ^: c>d is enclos$1 invites y to call & see ^! new corsets4 ,w y g 9 to see ! ,diana today8 ,v truly y\rs1 ,signature3 ,grace ,la ,f\nta9 99 99 99 99 99 ,! lett] is 9 a *atty /yle t assures its be+ read4 ,x does n say1 ,we h j ! corset = y /\t wom5--b t is :at x means4 ,x int]e/s & appeals especially to ! /\t wom5 )\t rem9d+ !m (f5sively t !y are too heavy to we> ! /yles 9 vogue4 ,! ,national ,cloak ,company has /udi$ ! me?ods t take firm hold on ! wom5 & f9ds x necess>y to be> d[n heavily on ! gu>antee ( satisfaction4 ,_m wom5 are incl9$ to be skeptical & hesitate long be=e s5d+ money to an unkn[n h\se4 ,s ! ,national uses a gu>antee tag insur+ cu/om]s aga9/ dissatisfaction1 s5d+ ^! tags out ) ! goods4 ,x assures ! return ( money if ! ord] is n all "r 9 e way & fur!r agrees to pay all ! express *>ges4 ,free ref]5ce is made to ?is tag 9 ! company's lett]s & x gives a c]ta9 concret5ess to ! gu>antee feature4 ,?is tag makes its own argum5t1 proves its own case4 ,bus9ess m5 g5]ally take x = grant$ t satisfaction goes ) ! goods2 _! exp]i5ce enables !m to size up a proposition quickly & if !re is any flaw 9 ! adv]tisem5ts or ! company's me?ods1 !y pass x by4 ,b wom51 n s famili> ) bus9ess affairs1 mu/ be approa*$ f a diff]5t angle4 ,little po9ts mu/ be expla9$ & gu>antees mu/ be /rongly emphasiz$4 ,! =mal lett] :i* appeals to a man by go+ /raight to ! po9t w\ld1 by its v concis5ess1 (f5d ! vanity ( a woman4 ,! successful correspond5t nev] ov]looks ! susceptibility ( a woman to flatt]y--b x mu/ be ! sugge/ion ( flatt]y1 ! impli$ complim5t1 r ?an ! too obvi\s complim5t4 ,! h&some/ g[n money w buy c't make y look well unless y\r corset is ! correct %ape4 99 99 99 99 99 ,?is is ! op5+ s5t5ce 9 a lett] adv]tis+ a p>ticul> corset4 ,! lady is gracefully complim5t$ by ! intimation t %e we>s h&some g[ns1 yet !re is n ! slighte/ sugge/ion t ! ref]5ce 0 dragg$ 9 z a "p ( ! sell+ s*eme4 ,in/ead ( ins9uat+ t %e mu/ buy *eaply1 let x be h9t$ t %e is actuat$ by ! v laudable motive ( economy4 ,y w\ld sc>cely believe t su* delici\s c(fee c\ld be sold at #bj c5ts--unless y happ5 to "k t ! flavor ( c(fee dep5ds l>gely ^u ! bl5d+4 ,"h ! l[ price is emphasiz$ b !re is no h9t ( =c$ economy2 r x sugge/s t ! be/ quality c be obta9$ )\t pay+ a high price4 ,y c (f] y\r mo/ p>ticul> gue/ a cup ( ,regal c(fee & "k %e has nev] ta/$ a m delici\s flavor & fragrance4 99 99 99 99 99 ,?is is ! beg9n+ ( a lett] t successfully introduc$ a new c(fee4 ,"h is a tactful complim5t--! tak+ = grant$ t ! recipi5t ent]ta9s gue/s ( "s importance--gue/s :o are p>ticul> & w notice h] c(fee4 ,!re are few ?+s t ! av]age woman is m conc]n$ ab\t ?an t h] gue/s w be pleas$ ) h] refre%m5ts4 ,! sugge/ion t %e h]self w\ld enjoy or ev5 t h] family w\ld enjoy ?is c(fee does n make su* direct appeal to a woman z ?is assurance t x w please h] p>ticul> gue/s4 ,! h\se t uses ! same k9d ( lett] on m5 & wom5 w nev] score su* big results z ! firm t und]/&s ! diff]5t processes ( ?9k+ & ! diff]5t me?ods ( mak+ ! appeal4 ,) ! man x is reason1 logic1 argum5t2 ) ! woman x is sugge/ion1 flatt]y1 p]suasion4 ,! correspond5t :o aims to e/abli% a l>ge mail-ord] trade ) wom5 mu/ /udy _! :ims1 _! prejudices1 _! weaknesses & _! *>act]i/ics be=e he c make an appeal t br+s 9 ! ord]s & makes p]man5t cu/om]s ( trial buy]s4 ,x is ! little ?+s--?is subtle insight into fem99e nature t m>ks ! successful sell+ lett] to ! woman4 ,!y are n ?+s t c be set d[n & numb]$ 9 a text book2 !y are qualities ( m9d t mu/ be und]/ood & delicately h&l$4 ,rightly us$ !y are m p[]ful ?an irrefutable argum5ts & indisputable facts4 ,h[ ,to ,write ,lett]s ,t ,appeal to ,,m5 ,,"p ,,vi--,,! ,,appeal ,,to ,,diff]5t ,,classes--,,*apt] #bc ,,"o-,,half ( ! =m lett]s s5t out to m5 are ?r[n away unread4 ,a b>e ,,"o-,,?ird are p>tly read be=e disc>d$1 :ile only ,,"o-,,six? ( !m--approximately #ae p] c5t--are read ?r\gh4 ,! reason :y su* a l>ge proportion is ineffective is ?is3 ! lett]-writ]1 ?r\gh ignorance or c>elessness1 does n /rike ! notes t appeal to e man4 ,"h are "s ( ! subtle ways by :i* correspond5ts h =c$ ! att5tion ( ,,m5 by appeal+ to traits di/9ctly mascul9e 99 99 99 99 99 ,if y receiv$ a doz5 lett]s 9 y\r mail ?is morn+ x is probable t !re 7 j twelve diff]5t angles to ! appeals t 7 made4 ,= mo/ correspond5ts are n ?9k+ ab\t ! man !y are writ+ to b are conc]n$ solely ) ?\ghts ab\t ! propositions !y h 9 h&--& t is :y ! great bulk ( ! lett]s t are op5$ 9 ! morn+ pause at ! desk only mom5t>ily be=e cont9u+ _! way to ! furnace room4 ,x is ! exceptional correspond5t :o /ops to analyze 8 lett]s1 look+ at !m f e viewpo9t1 & !n te/s out 8 conclusions1 try+ "o appeal aft] ano!r until he evolves c]ta9 pr9ciples t pull lett] writ+ out ( ! class ( unc]ta9ties & enable him to dep5d ^u def9ite returns4 ,= !re are appeals t are practically univ]sal4 ,appeal to a man's ambition & y h 8 int]e/3 l>g] income1 bett] position1 "s honor or recognition--t\* ^! & no matt] h[ busy1 he w f9d "t to read y\r message4 ,y've got to h m money4 ,y\r sal>y1 )\t income1 is n en\gh4 ,! man :o dep5ds ^u sal>y alone to make him ri*--well-to-d--or ev5 com=table1 is mak+ ! mi/ake ( 8 life4 ,= ! m9ute y /op work+1 ! money /ops com+ 94 ,lose a day & y lose a day's pay--:ile exp5ses g "r on4 ,don't y ?9k x's "t y got ,nature to "w = y8 ,a doll> put into a pea* or*>d w "w = y days1 nights & ,sundays4 ,x nev] /ops to sleep or eat b keeps on gr[+--gr[+-- f ! v m9ute y put y\r money 94 ,?9k ( ! diff]5ce betwe5 a doll> inve/$ ) u & increas+ & yield+ day by day & ! doll> :i* y use to pur*ase a few mom5ts idle div]sion or pleasure4 ,! latt] is lo/ =ev]--! doll> put to e>n+ ) u e>ns =ev]4 99 99 99 99 99 ,m money4 ,t appeal /rikes home4 ,"o glance at ! lett] & a man is int]e/$4 ,he may n h money to inve/ b ! o!r lett]s w rema9 unop5$ until he f9ds out :e!r !re is n "s plan or s*eme t w actually mean m money to him4 ,! correspond5ce s*ools recogniz$ ! =ce ( ?is appeal & develop$ x s sy/ematically t x might be call$ ! /&>d correspond5ce s*ool argum5t4 ,"h is "o ( ! be/ pull+ argum5ts3 ,pay-day--:at does x mean to y8 ,does y\r money g 'r\nd8 ,or does x fail to /op all ! gaps made by la/ week's or mon?'s bills8 ,la/ week--accord+ to actual1 c]tifi$ reports on file 9 our (fice--,a4 ,b4 ,c4 m5 got _! sal>y rais$ z a direct result ( becom+ m pr(ici5t f /udy+ ,a4 ,b4 ,c4 c\rses4 ,don't y ?9k x's "t t sal>y raise 0 com+ y\r way8 99 99 99 99 99 ,! same product--a correspond5ce c\rse--may use ! l9e ( appeal peculi>ly appropriate to m5--t ( responsibility4 ,su* a lett] leads out3 ,if y\r exp5ses 7 d\bl$ tomorr[ c\ld y meet !m--)\t runn+ heavily 9 debt8 ,if y _h to h m money on :i* to live--to support ^? dep5d5t ^u y--c\ld y make x8 ,y c\ld if y _h ! tra9+ af=d$ by our c\rse2 x has d\bl$ o!r m5's sal>ies1 x c d ! same = y4 99 99 99 99 99 ,next to ! appeal to ambition 9 /r5g? is ?is appeal to responsibility4 ,?is is ! burd5 ( ! argum5ts us$ by insurance companies1 sav+s banks & v>i\s inve/m5t companies4 ,an insurance company m>ket+ a p>ticul>ly /rong inve/m5t policy1 & :i* foll[s ! plan ( writ+ to ! prospect direct f ! home (fice1 f9ds t su* a lett] z ?is pulls3 ,our ,ag5t1 ,mr4 ,blank1 no d\bt has pres5t$ to y a majority ( ! _m advantages ( a ---- policy 9 ! ----4 ,b we want y to h 9 writ+1 & sign$ by an (fic] ( ! company1 :at we reg>d z ! ma9 reason y %\ld be ) u4 ,no civiliz$ man c evade responsibility4 ,%\ld any?+ happ5 to y1 y are responsible = t loss--to y\r bus9ess--y\r family--y\r fri5ds4 ,is y\r responsibility great en\gh--)\t ! protection ( ! ,regal ,company--to make good y\r own loss8 99 99 99 99 99 ,b ! k9d ( appeal to make is only "o phase ( ! problem4 ,( equal importance is ! mann] ( mak+ t appeal4 ,on fir/ glance x w\ld be ?\ght t ! products :i* appeal specifically & exclusively to m5 w\ld be m>ket$ by talk+ po9ts :i* h specifically & exclusively ! mascul9e appeal4 ,b su* is n ! case4 ,m5's clo!s1 z an in/ance1 are m>ket$ on ! talk+ po9ts1 ne$ = suitable dress1 quality1 /yle1 & simil> argum5ts4 ,^! argum5ts are n ! ones appeal+ m]ely to m52 wom5 are j z mu* int]e/$ 9 ne$ ( suitable dress & ! quality & /yle ( ! g>m5t worn z are ! memb]s ( ! opposite sex4 ,b ! g5]al talk+ po9t may be ext5d$1 or r re/rict$1 s z to make an appeal to m5 along ! l9es ( _! exclusive exp]i5ce3 ,clo!s are ! outw>d index ( ! inn] man4 ,! bus9ess man :o dresses s z to %[ 8 inh]5t neatness & ord]l9ess has j t mu* advantage ov] 8 less c>eful competitors4 ,! employee :o meets ! responsibilities & niceties ( good bus9ess dress %[s to 8 %>p-ey$ employ] t he is a man :o is liable to meet ! niceties & responsibilities ( a bett] position4 ,m ?an once has bo? bus9ess & advancem5t h+$ on appe>ance4 ,& good appe>ance nev] h&icaps--nev] holds a man back4 99 99 99 99 99 ,,h[ ,,diff]5t ,,argum5ts ,,appeal ,,to ,,m5 ,price ,=emo/ ,s5tim5t ,useless ,/yle ,slight ,quality ,important ,flatt]y ,d\btful ,exclusiv5ess ,seldom ,te/imonials ,effective ,reputation ,reassur+ ,s]vice ,ess5tial 99 99 99 99 99 ,?is pres5tation is good man copy = x is bas$ on t univ]sal attribute--! desire to get on 9 bus9ess & z an employee4 ,?is lett] has ! "r k9d ( appeal1 rightly pres5t$4 ,comp>e t lett] ) ! "o s5t out by a tailor to ! pr(essional m5 ( 8 city3 ,de> ,sir3 ,i hope y w excuse ! lib]ty ,i am tak+ 9 address+ y p]sonally1 b z x is on a matt] t affects y v mu* & also y\r pr(ession1 ,i hope y w ov]look ! famili>ity4 ,z a physician y realize ! importance ( hav+ good clo!s & also ( hav+ !m kept 9 good ord]1 bo? f a social z well z a pr(essional /&po9t4 ,be+ situat$ 9 y\r imm$iate neighborhood & hav+ my /ore op5 a great] "p ( ! day1 ,i am sure ! proximity w be a great conv5i5ce to y4 ,i h _h tw5ty-sev5 ye>s' exp]i5ce 9 mak+ clo!s & clean+1 press+ & repair+ !m4 ,i d n ?9k y ne$ "q my ability to d y\r "w satisfactorily z ,i h made clo!s = "s ( ! mo/ fa/idi\s & ari/ocratic p 9 ! _w4 ,sixte5 ye>s 9 ,london1 ,engl&1 mak+ clo!s = ,lords1 ,dukes & o!r titl$ p %\ld entitle me to y\r consid]ation4 ,p]haps y may h "s lady fri5ds :o ne$ g>m5ts remodell$1 clean$1 press$ or repair$1 :o w\ld be glad to "k ( my %op4 ,i assure y ,i w att5d to all ord]s promptly & d y\r "w z y want x4 ,y\rs v truly4 ,signature3 ,m4 ,b4 ,&rews 99 99 99 99 99 ,?is lett] beg9s ) an apology & !re is no inducem5t to patronize ! tailor except 8 unback$ ass]tion t he made clo!s = titl$ p = sixte5 ye>s 99 99 99 99 99 ,he />ts out ) an apology & 8 s5t5ces are involv$4 ,8 boa/ ab\t ! "w he has done = titl$ nobility abroad indicates t he is a snob--! :ole lett] lacks conviction4 ,sometimes a man-to-man appeal may h ! he>t int]e/ t /rikes a responsive *ord4 ,de> ,mr4 ,smi?3 ,sid5ote3 ,a /atem5t t e man agrees )4 ,good description4 ,an extra pair ( dressy1 well-made tr\s]s is some?+ e man c use--no matt] h[ _m suits he has4 ,"h is an opportunity to get a pair at exce$+ly mod]ate co/4 ,sid5ote3 ,effective me?od ( deal+ ) a real b>ga94 ,y "k h[ we make tr\s]s--:at sub/antial1 well-select$ patt]ns we c>ry2 h[ c>efully we cut1 s z to get p]fect fit 9 ! crot* & ar\nd ! wai/2 h[ we :ip 9 a piece ( silk ar\nd ! upp] edge ( ! wai/2 put 9 a /rip to protect aga9/ we> at ! front & back ( ! leg at ! bottom2 & sew on buttons s t !y won't pull (f4 ,sid5ote3 ,s5d+ ( samples greatly increases p[] ( lett]4 ,our season is w9d+ up ) a lot ( patt]ns on h& conta9+ j en\gh = "o pair or two pairs ( ,burnham-made tr\s]s4 ,see ! enclos$ sample4 ,!re's a good v>iety 9 d>k patt]ns & a few light patt]ns1 n a "o sold regul>ly at less ?an #f4ej & "s sold z high z #g4ej4 ,sid5ote3 ,?is consid]ation = ! old cu/om] is sure to h a good effect4 ,^! remnants won't g into ! w9d[s until ,saturday morn+4 ,we are notify+ y1 z a regul> cu/om]1 t z long z ^! remnants la/ y c get a pair ( tr\s]s f any piece = #e4ej1 or two pairs at ! same "t f ! same measure = #aj--workman%ip j ! same z if y paid ! regul> price4 ,sid5ote3 ,! la/ half ( ! clos+ s5t5ce has mu* subtle p[]4 ,?is is a ,,real b>ga91 & we hope to see y be=e ! be/ ( ! patt]ns are pick$ out4 ,truly y\rs1 ,,! ,,burnham ,,company 99 99 99 99 99 ,"h is a lett] s5t out by a rival tailor4 ,x grips att5tion 9 ! fir/ s5t5ce & c>ries conviction4 ,x prompts imm$iate action & e s5t5ce c>ries an appeal4 ,unlike ! prec$+ lett]1 x does n talk ab\t ! writ] b ab\t ! goods he has = sale--! b>ga9s he (f]s 99 99 99 99 99 ,! manag] & own] ( a bus9ess :i* 0 9 imm$iate ne$ ( money _h tri$ out diff]5t sales lett]s ) b fair success4 ,8 product sold to m52 x w\ld /& up "u trial2 ! difficulty lay entirely 9 awak5+ int]e/ 9 a highly competitive product4 ,z !re seem$ sc>cely a *ance t ! bus9ess might be made to live1 ! manag] decid$ to take ! public into 8 confid5ce--p>tly1 p]haps1 z ext5uation = ! failure he saw ahead4 ,s he l$ out ) a sales lett] beg9n+ ) ?is appeal3 ,suppose y _h put e c5t ( money--e bit ( y\r wide exp]i5ce--e ounce ( en]gy--into a bus9ess w\ldn't y want to see x g--live8 ,& if y knew--positively knew--t y _h ! te/ product ( its k9d 9 ! _w--w\ldn't x spur y to /ill great] ef=ts--if y knew t !re 0 dang] ( failure simply because ! public 0 n prompt en\gh 9 respond+8 ,y1 l hundr$s & ?\s&s ( o!rs1 h _h x 9 m9d to buy ( me sometime4 ,x is vital to ! life ( my bus9ess t y make t sometime ,,n[6 99 99 99 99 99 ,! pull+ p[] ( ?is lett] 0 ph5om5al2 n only did ?irty-five p] c5t ( ! li/ ord]1 b twelve p] c5t 9 addition answ]$1 /at+ t _! ord]s c\ld be dep5d$ ^u lat]4 ,9 addition1 !re 7 scatt]+ lett]s ( enc\ragem5t & comm5t1 mak+ ! total result a m>k] 9 ! era ( solicitation by mail4 ,:at made ?is p>ticul> lett] pull1 :5 doz5s ( o!r lett]s1 writt5 by ! same man to ! same li/ on ! same proposition1 _h atta9$ only m$iocre results8 ,! la/ lett] made a di/9ctive appeal--to m5--& p>ticul>ly to m5 9 bus9ess4 ,=1 s9ce ! "t ( play+ /ore1 e man has met1 9 its _m v>i$ guises1 ! wolf ( ,failure--& once a fell[ bus9ess man is 9 ! same plight1 ! man :o loves fairness w d 8 "p to help out4 ,t ^! talk+ po9ts t appeal to m5 are effici5t is prov$ by su* cases z j cit$2 once ! man-to-man appeal is actually br\ght out1 ! response is imm$iate4 ,:ile su* appeals occasionally make a t5-/rike1 ! av]age correspond5t mu/ rely ^u logic & reasons :y 9 mak+ 8 appeal to m54 ,! ability to reason f cause to effect1 omitt+ none ( ! int]m$iate or connect+ /eps1 has long be5 held to be a sub/antial "p ( ! mascul9e m9d4 ,orators h f\nd t logic--conviction--may h little or no effect on a fem99e audi5ce & yet prove ! sure/ means ( conv9c+ an audi5ce ( m54 ,s*ool tea*]s e>ly note t ! fem99e portion ( ! s*ool lean t[>ds gramm>--:i* is imitative & illogical--:ile ! boys are g5]ally be/ 9 ma!matics1 :i* is a h>d & fa/ rule /udy4 ,simil>ly 9 bus9ess1 ! av]age man is us$ to work+ ) 8 p5cil1 & w foll[ a logical demon/ration to ! close1 :]e a woman w\ld n give x a pass+ glance4 ,"o ( ! late/ sell+ campaigns1 m>ket+ t[n lots 9 v>i\s new t[ns betwe5 ,/4 ,paul & ! ,pacific ,coa/1 appeals to ! logical note 9 ! mascul9e m9d1 & grants a concession 9 a foll[-up1 ev5 be=e x is ask$ =4 ,?is makes a p>ticul>ly /rong appeal to ! man :o has begun to ?9k ab\t ! proposition & :o s5ses t1 someh[1 x is n q logical4 ,we h a lett] f a man :o1 l y1 read our adv]tisem5t & s5t = m in=mation1 includ+ a copy ( our contract1 & he wrote z foll[s3 ,i don't l ! =feiture clause 9 y\r contract4 ,"u x1 if a man paid y #iej1 & !n lo/ 8 job & c\ldn't pay any m1 y w\ld h ! "r to gobble up all ( 8 money & keep ! lots too4 ,y w\ldn't d>e to make a contract ) me "u :i* z soon z ,i _h paid y #cjj y w\ld de$ to me ! fir/ lot m5tion$ 9 my contract--! lot at -----1--& !n ) ea* #ajj paid 9 on ! contract1 de$ me ! next lot nam$ 9 my contract4 ,if y w\ld d ?is1 ,i w\ld take y\r contract 9 a m9ute1 because ,i w\ld h "s l& = my money ,i paid 91 if ,i _h to quit be=e ,i paid y ! full #a1jjj4 ,we took ?is man at 8 ^w1 & h s9ce ?\ght t possibly !re 7 o!rs :o reg>d$ our contract z be+ too sev]e4 ,if ?is 0 ! reason t y did n inve/ ) u1 we ask y to exam9e ! enclos$ pro( %eet1 f ! pr9t]1 ( our new contract1 & write u n only if x suits y1 b if y c ?9k ( any o!r way to make x any m fair & equitable4 99 99 99 99 99 ,! illu/ration giv5 is p>ticul>ly good because x is anticipatory--nips an objection t may be j =m+ 9 ! m9d ( ! prospect4 ,de> ,sir3 ,we s5t y a sample ( our ,royal ,mixture tobacco 9 response to y\r reque/ "s "t ago4 ,we are anxi\s to "k :at y ?9k ab\t x4 ,?is is ! be/ tobacco on ! m>ket today at ! price1 & z we "k y w\ld n h ask$ = a free sample unless y int5d$ to buy m if y lik$ ! sample1 we hope to receive y\r ord] by return mail4 ,v truly1 ,signature3 ,morton & ,morton 99 99 99 99 99 ,a flat1 insipid lett] entirely )\t ord]-pull+ =ce4 ,! attempt to1 twi/ ! reque/ = a free sample into an obligation to place an ord] /rokes a man's int5tions ! wrong way 99 99 99 99 99 ,de> ,sir3 ,well1 h[ did y f9d ! tobacco8 ,i'm anxi\s to le>n y\r op9ion ( ,boyal ,mixture1 n[ t y've burn$ a bit ( x 9 y\r pipe4 ,i believe 9 ?is tobacco1 & back x up ) a gu>antee t removes all risk s f> z ! cu/om] is conc]n$4 ,i refund money )\t argum5t if y are n satisfi$4 ,royal ,mixture is n int5d$ = smok]s :o are satisfi$ ) any old /uff t w burn & give (f smoke4 ,x is us$ by p :o want no?+ b ! be/ & "k x :5 !y get x4 ,x's ! p]fection ( pipe tobacco4 ,m5 :o smoke my ,mixture = a mon? c't come d[n to common mixtures aga94 ,x spoils ! ta/e = *eap tobacco4 ,smoke a doz5 pipes ( x & y'll wond] h[ y ev] got any com=t out ( ord9>y smok+ tobacco4 ,royal ,mixture is skillfully bl5d$ f clean1 ripe leaves ( ! v be/ tobacco gr[n4 ,x is nei!r too /rong nor too mild--x is precisely :at a kn[+ pipe smok] likes3 fragrant1 satisfy+1 delightful to n]ves1 no/rils & palate4 ,!re's a glori\s1 natural aroma ab\t ,royal ,mixture :i* appeals to a g5tleman's no/rils mo/ favorably4 ,p>ticul> pipe smok]s praise x 9 ! highe/ t]ms1 & prove ! s9c]ity ( _! praise by ord]+ x f mon? to mon?4 ,%all ,i numb] y among ! regul>s8 ,rememb]1 y c't buy ,royal ,mixture f ! retail %ops4 ,x goes direct f pack] to pur*as] & rea*es y 9 p]fect condition4 ,! co/ is s small1 & z y take n a p>ticle ( risk b c secure full refund ( money if dissatisfi$1 :y hesitate to ord]8 ,! responsibility is entirely ^u me4 ,e day y delay ord]+ means a di/9ct loss to y ( great] pipe pleasure ?an y h ev] exp]i5c$4 ,won't y sit d[n n[1 :ile ! matt] is "r be=e y1 fill enclos$ blank & mail me y\r ord] ,,today--,,?is ,,m9ute8 ,y\rs v truly1 ,signature3 ,l4 ,w4 ,hamilton 99 99 99 99 99 ,"h is ! lett] rewritt51 expla9+ :y ?is tobacco is sup]ior4 ,! appeal is clev]ly word$ to flatt] ! recipi5t into believ+ he is "o ( ^? :o "k & dem& some?+ a little bett] ?an common4 ,! co/ is kept 9 ! backgr\nd by ! gu>antee ( satisfaction & ! cl9*] prompts imm$iate action 99 99 99 99 99 ,appeals to m5 c be pepp]$ ) te*nical description & /ill int]e/ & get results4 ,! sales manag] ( a h\se sell+ cam]as by mail says1 9 speak+ ( ?is pr9ciple3 ,we f\nd x necess>y to use an entirely diff]5t s]ies ( lett]s 9 sell+ our cam]as to m5 & to wom54 ,g5]ally speak+1 m5 are int]e/$ 9 te*nical descriptions ( ! p>ts ( ! cam]a2 wom5 look at a cam]a f ! e/hetic side--z a means to an end4 ,9 writ+ a sales lett] to a man1 ,i take up1 = in/ance1 ! l5s4 ,?is ,i describe 9 semi-te*nical t]ms1 /at+ :y ?is p>ticul> l5s or comb9ation ( l5ses w d ! be/ "w4 ,!n foll[s a description ( ! %utt]--& s on ?r\gh ! pr9cipal p>ts until1 if ! prospect be s]i\sly int]e/$1 ,i h demon/rat$1 fir/1 t ! cam]a w d ! be/ "w1 &1 second1 t x is good value = ! money4 ,9 writ+ a lett]1 "u ! same conditions1 to a woman1 ,i put all te*nical description 9 an enclosure or accompany+ fold] & write a p]sonal note play+ up ! fact t 9 aft] ye>s x w be v pleasant to h pictures ( self1 family1 baby1 & fri5ds4 ,^! two appeals are ! opposite poles ( sell+--! "o logic & conviction1 ! o!r s5tim5t & p]suasion4 ,logic & conviction1 9 fact1 are ! keynotes to sell+ m5 by mail4 ,m5 fe> be+ work$4 ,on ^? occasions :5 !y h be5 work$1 x has g5]ally be5 ?r\gh s5tim5t--?r\gh ! arts ( p]suasion r ?an a cle>ly-demon/rat$ conviction t ! proposition 0 "r4 ,z a consequ5ce1 p]suasion alone1 )\t a mass ( figures & solid argum5ts1 does n conv9ce a man4 ,a l& company uses a novel me?od ( conviction along ?is l9e1 aim+ to get ! prospect to furni% 8 own figures4 ,! idea is1 t ^! figures1 prep>$ by ! prospect himself1 & ! accuracy ( :i* he himself v\*es1 w "w conviction4 ,! lett] reads 9 "p3 ,suppose1 t5 ye>s ago1 y _h paid d[n1 say #aj on a piece ( *eap l&4 ,!n f "t to "t y _h paid 9 say #aj p] mon? on ! same l&4 ,_h y be5 able to buy !n z y c buy f u n[1 y\r l& w\ld h be5 secur$ to y on y\r fir/ paym5t4 ,n[ figure out :at y w\ld h paid 9 at #aj p] mon? 9 t5 ye>s4 ,n[1 rememb]+ t well-select$ l& d\bles 9 value once1 at lea/1 e five ye>s1 :at w\ld y be wor? n[1 f y\r #aj-;a-mon? inve/m5t8 99 99 99 99 99 ,! lett] prov$ ! be/ pull] ( a s]ies ( try-outs s5t to pr(essional m5 & m5 on sal>ies4 ,e man has1 z a by-product ( 8 e-day exp]i5ce1 c]ta9 m or less cle>ly def9$ impressions4 ,) "s m5 ^! are /ill 9 a sort ( hazy =mation2 ) o!rs ^! vague ideas are almo/ a cult4 ,! lett]-writ] :o c tap "o ( ^! l9es ( ?\ght gets results 9 a fla%4 ,su* lett] takes a basis ( facts common to mo/ m51 bl5ds !m 9 ! lett] writt51 s z to =m fix$ly f ! prospect's own ideas & exp]i5ces1 a firm conviction t :at ! writ] is say+ is absolute tru?4 ,a s+le s5t5ce t does n r+ true to a man's exp]i5ce is an ob/acle ov] :i* ! message w n c>ry4 ,a company sell+ l& 9 ! we/1 s5t out a five-page lett]-- en\gh to smo!r :atev] int]e/ might h be5 attract$ by ! adv]tisem5t4 ,"h is ! ?ird p>agraph f ! lett]3 ,z y 7 attract$ by ?is inve/m5t opportunity aft] read+ ! /raight facts reg>d+ x1 ,i h come to believe 9 y\r judgm5t z a c>eful & prud5t p]son :o recognizes ! value ( a good1 p]man5t1 promis+ inve/m5t4 99 99 99 99 99 ,t's en\gh6 ,x is b>ely possible t ! fir/ few p>agraphs might ar\se ! read]'s int]e/ en\gh to glance ?r\gh ! five pages1 b ?is crude attempt to flatt] him is su* palpable bunk t he is conv9c$ !re is n ! s9c]ity back ( ! lett] to make x wor? 8 :ile--& five pages m are head$ = ! c>-:eel plant4 ,! man appeal is "o t draws /rongly f man exp]i5ce4 ,ambition1 responsibility1 logical argum5ts1 reasons :y--^! are ! ?+s t ! correspond5t keeps con/antly be=e him4 ,!y all h root 9 exp]i5ces1 habits ( ?\ght & cu/oms :i* di/+ui% m52 !y are m exclusively mascul9e attributes t play an important "p 9 ! make-up ( lett]s t rivet ! att5tion ( busy bus9ess m54 ,h[ ,to ,write ,lett]s ,t ,appeal to ,,f>m]s ,,"p ,,vi--,,! ,,appeal ,,to ,,diff]5t ,,classes--,,*apt] #bd ,! f>m] is a produc] ( necessities1 h5ce he is a %rewd judge ( :at necessities are4 ,m1 he has always 9 m9d a li/ ( necessities t he int5ds to pur*ase--:5 he c af=d x4 ,= ?is reason ! lett] t sells goods to him mu/ ei!r /imulate him to an imm$iate pur*ase ( an article on 8 want li/1 or to displace a necessity t is already !re ) some?+ ,,m necess>y4 ,s ! lett] t sells goods to him mu/ appeal to 8 ne$s--& give him detail$ specifications to ?9k ab\t 99 99 99 99 99 ,does x appeal to ! f>m]'s ne$1 is ! ov]head "q :i* is back ( all adv]tis+ direct$ at ! man liv+ on a f>m4 ,x is n necess>y to g into pro(s2 ! reasons are app>5t4 ,all o!r ?+s be+ equal1 says ! *ief correspond5t = "o ( ! big mail-ord] h\ses1 ! sure/ sale is ! item t ! f>m] patron feels he mu/ h4 ,ev5 aft] mak+ money en\gh to be class$ well-to-d1 ! f>m] p]si/s 9 8 acquir$ m5tal habit--he te/s e '(f]' put up to him by 8 ne$ = x--or r :e!r he c get along )\t x4 ,?is pr$isposition on ! "p ( ! audi5ce to :i* ! lett] is address$ is to be borne 9 m9d con/antly--t ! f>m] ?9ks 9 t]ms ( necessities4 ,s ! mail-ord] firm %apes its appeal to ! f>m]1 emphasiz+ ! ne$ ( ! m]*&ise x is (f]+1 & at ! same "t x be>s d[n heavily on ! advantages ( buy+ direct4 ,& :ile ! easie/ way to rea* ! f>m]'s purse is by appeal+ to 8 ne$s--! practical value ( ! article or goods adv]tis$--! correspond5t mu/ keep con/antly 9 m9d ! p>ticul> mann] 9 :i* ! appeal c be/ be made4 ,! brief1 concise /atem5t t w9s ! approval ( ! busy bus9ess man w\ld slide (f ! f>m]'s m9d )\t ar\s+ ! slighte/ int]e/4 ,! f>m] has m "t to ?9k ov] a proposition--z he milks or hit*es up1 z he pl[s or drives to t[n1 !re is opportunity to turn a plan ov] & ov] 9 8 m9d4 ,give him pl5ty to ?9k ab\t4 ,! f>m]'s mail is n s heavy b :at he has "t to read a long lett] if x int]e/s him1 & s ! successful correspond5t fills two or ?ree pages1 sometimes five or six1 & gives ! recipi5t argum5ts & reasons to pond] ov] dur+ 8 long h\rs 9 ! field4 ,"o ( ! mo/ successful m5 9 ! mail-ord] bus9ess sometimes s5ds out a sev5-page lett]1 fill$ ) talk+ po9ts4 ,x w save y money--,i want y to comp>e ! ,*all5ge ) o!r ma*9es--,%aft+ ( high c>bon /eel--,ge>+s set 9 phosphorus bronze bu%+s--,?irty days' free trial--,try x ) y\r money 9 y\r own pocket--#be1jjj gu>anty bond--po9t aft] po9t l ^! are br\ght out & frequ5tly repeat$ = emphasis4 ,! head ( ! ,engli% dep>tm5t 9 ! univ]sity w\ld be pa9$ at ! lack ( lit]>y quality1 b x is a f>m]'s lett] & x foll[s ! grooves ( ! bra9 9 ! man :o is go+ to read its sev5 pages4 ,& aft] all1 ! writ] is n conduct+ a correspond5ce c\rse 9 rhetoric2 he is sell+ implem5ts & is n go+ to *ance los+ an ord] because 8 proposition is n made p]fectly cle>--because x %oots ov] ! head ( ! read]4 ,& ! correspond5t n only tries to make 8 proposition cle> b he tries to get up close to ! recipi5t 9 a fri5dly way4 ,! f>m] is aw$ by =malities & s ! writ] :o really appeals to him talks ab\t ,y & ,me4 ,y d t & ,i w d ?is-- !n we w bo? be satisfi$4 ,"o successful lett]-salesman seldom fails to ask "s direct "q ab\t ! wea!r1 ! crops1 ! g5]al outlook1 b he kn[s h[ to put x s t x does n s\nd p]functory & frequ5tly ! f>m] w reply to ?is "q )\t ev5 ref]r+ to ! goods t ! h\se _h writt5 ab\t4 ,nev] m9d6 ,?is lett] is answ]$ z promptly & c>efully z if x _h be5 an inquiry =eca/+ a l>ge ord]4 99 99 99 99 99 ,,h[ ,,diff]5t ,,argum5ts ,,appeal ,,to ,,f>m]s ,price ,p>am\nt ,quality ,ess5tial ,/yle ,unimportant ,s5tim5t ,lack+ ,flatt]y ,useless ,exclusiv5ess ,ineffective ,te/imonials ,reassur+ ,reputation ,valuable ,utility ,vital ,s]vice ,appreciat$ 99 99 99 99 99 ,su* att5tion helps to w9 ! confid5ce ( ! f>m] & ! kn[+ correspond5t nev] loses sight ( ! fact t ! f>m] is1 f bitt] exp]i5ce1 suspici\s especially ( propositions emanat+ f conc]ns t are new to him4 ,aft] "o or two satisfactory deal+s ) a h\se he places absolute fai? 9 x b e legitimate mail-ord] conc]n is h&icapp$ by ! fact t unscrupul\s firms are cont9ually ly+ 9 wait = ! unw>y3 ! man ) ! c\nty rights = a pat5t *urn & 8 bro!r :o leaves a fann+ mill ) a f>m] to demon/rate & takes a receipt :i* turns up at ! bank z a promissory note are tea*+ ! f>m]s to be gu>d$4 ,_m ( !m c spot a gold brick s*eme z soon z x is pres5t$4 ,!re=e ! correspond5t has to keep be=e him ! fact t ! f>m] is always w>y2 8 lett]s mu/ be s word$ t no obscure phrase w ar\se suspicion2 no proposition w admit ( two int]pretations4 ,s ! gu>antee & ! free trial (f] are ess5tial features 9 lett]s t sell ! f>m]4 ,9 hundr$s ( lett]s f manufactur]s ( goods t are sold by mail to ! f>m]1 ne>ly e "o ?r[s into prom95ce ! gu>antee & ! free trial (f] ) money refund$ if ! pur*ase does n prove satisfactory4 ,a manufactur] ( f>m implem5ts puts ?is gu>antee into ! fir/ p]son effectively4 ,su* a lett] c>ries conviction2 y are impress$ by ! fact t #dj1jjj f>m]s consid] ?is spread] ! be/2 ! (f] ( comp>ison & demon/ration seems conclusive t a comp>ison is n necess>y2 y feel t ! man :o b\ght a diff]5t k9d ( spread] mu/ h act$ ha/ily )\t inve/igat+ ! m]its ( ?is p>ticul> ma*9e4 ,! f>m] is usually op5 to conviction b he has to be %[n4 ,aft] he has _h successful deal+s ) a h\se = sev]al ye>s he readily accepts its assurance t some?+ is j z good at a less price ?an :at he w\ld buy ( a retail]1 b he c mo/ easily be won ov] by /rong :y copy4 ,an educational campaign is almo/ always necess>y = ! f>m] :o has nev] b\ght goods by mail2 to pull him out ( ! rut ( e/abli%$ cu/om x is necess>y to pres5t facts & figures to conv9ce him t ! direct-to-!-consum] me?od is to 8 advantage4 ,to get ?is to ! eye & m9d 9 a /rik+ way is ! fir/ requisite4 ,a ,c9c9nati firm sell+ buggies uses a comp>ative table at ! bottom ( ! fir/ %eet ( ! fir/ foll[-up1 z foll[s3 99 99 99 99 99 ,,co/ ,,( ,,retail ,,plan ,,co/ ,,( ,,our ,,plan ,actual factory co/ ( buggy44 #dc4jj ,factory co/44444 #dc4jj ,factory sell+ exp5se4444444 #d4jj ,sell+ exp5se44 #d4jj ,salesm5's exp5se444444444444 #d4ej ,our pr(it4444444 #f4ge ,factory pr(it4444444444444444 #g4jj ,,our ,,sell+ ----- ,retail]'s sell+ exp5se4444 #e4jj ,,price444444444444 #ec4ge ,retail]'s pr(it4444444444444 #ae4jj ----- ,,deal]',s ,,sell+ ,,price #gh4ej 99 99 99 99 99 ,?is makes ! prospect /op & ?9k if n /op & figure4 ,ano!r c>riage manufactur+ company uses a some:at simil> me?od ( comp>ison b introduces x at a diff]5t po9t4 ,betwe5 ! fir/ & second pages ( a ?ree-page foll[-up1 a %eet 9 facsimile h&writ+ is introduc$ =m+ a m>k$ comp>ison1 me*anically1 to ! typewrit+ prec$+ & foll[+ x3 99 99 99 99 99 99 ,problems ( ,doll>s & ,c5ts sav+ easily solv$4 ,retail ,deal]'s plan ( figur+ sell+ price4 ,actual factory co/ ( buggy44444444444444444444 #df4be ,exp5se & sal>y1 travel+ salesman1 ab\t #aj #d4ej ,jobb]'s pr(it--at lea/ #ae 444444444444444444 #g4jj ,retail deal]'s pr(it 7figur$ v l[74444444 #bj4jj ,losses f bad debts444444444444444444444444444 #b4ej ----- ,,retail ,,deal]',s ,,sell+ ,,price4444444444444444444 #hj4be ,my ,plan ( ,figur+ ,sell+ ,price4 ,actual factory co/ ( buggy44444444444444444444 #df4be ,exp5se & sal>y ( travel+ salesman44444444 no?+ ,jobb]'s pr(it444444444444444444444444444444444 no?+ ,retail deal]'s pr(it44444444444444444444444444 no?+ ,losses f bad debts444444444444444444444444444 no?+ ,my "o small gross pr(it4444444444444444 #h4ej ----- ,,my ,,sell+ ,,price44444444444444444444444444444444 #ed4ge 99 99 99 99 99 ,?is sav+ %eet c n fail to attract great] att5tion by means ( its =m & place ( introduction ?an ?\gh x 7 typewritt5 & 9 regul> ord]4 ,"r-out-f-!-%\ld] argum5ts & facts may also be us$ to good advantage 9 h&l+ competition4 ,:at ! f>m] wants is to "k :e!r ! o!r goods are z repres5t$2 :e!r ! proposition has any holes 9 x4 ,if ! sell] c give him facts t prove 8 product bett] ?an o!rs1 hone/ly & fairly1 x does n boo/ ! competitor b helps to sell 8 own goods4 ,a cream sep>ator manufactur] claim+ a simple ma*9e n[ pres5ts 9 8 catalogue illu/rations ( ! p>ts ( o!r ma*9es us$ 9 ! actual sep>ation ( ! cream f ! milk4 ,?is comp>ison %[s t 8 ma*9e has few] p>ts & consequ5tly w /ay 9 repair long] & clean easi]--two important talk+ po9ts4 ,:]e a compet+ firm ent]s ! field ) a *eap quality ( goods t w\ld react aga9/ ! trade1 x is sometimes policy to put ! facts be=e ! prospective buy]s4 ,?is 0 done by a ,w9nipeg manufactur] ( metal culv]ts aft] ! foll[+ plan3 ,la/ ,may a firm manufactur+ metal goods attempt$ to ent] ! culv]t field 9 ,we/]n ,canada4 ,we s5t out a lett] to e ,c\ncilor 9 ,manitoba & ,saskat*ewan %[+ ! weakness ( its culv]ts4 ,x looks z ?\gh our lett] settl$ all *ance ( sell+ ! k9d ( culv]t x 0 mak+1 = x imm$iately quit ! campaign = bus9ess4 ,we d n ?9k a s+le culv]t 0 sold4 ,! same company is aga9 mak+ an ef=t to ent] ! field1 & we w\ld be pleas$ to see x get a nice bus9ess ,if x sold a good culv]t1 b z long z x sells any?+ l ! "o n[ adv]tis$ we %all mo/ vigor\sly oppose x because we are c]ta9 ! culv]ts w n give satisfaction1 & t w mean pur*as]s w be v mu* disappo9t$1 & w h a t5d5cy1 z a result1 to be oppos$ to all metal culv]ts2 _! disappo9tm5t w be s great t x w react aga9/ our company4 ,look at ! illu/ration 9 ! magaz9es ( ! ne/able culv]t--a man is p9*+ ! metal on ! l[] section ( ! culv]t back ^u itself4 ,!re are v few ma*9e %ops 9 ! c\ntry 9 :i* ! heavy metal we use c\ld be b5t4 ,at any rate1 to b5d back our metal1 y w\ld require a ma*9e %op :]ev] y 7 do+ y\r road "w4 ,take a sl$ge hamm] ! next "t y see "o ( our culv]ts & prove to y\rself ! task t w\ld be be=e y to b5d our culv]ts4 ,y simply c\ld n d x4 99 99 99 99 99 ,! f>m] :o receives su* a lett]1 if n entirely conv9c$1 is at lea/ reasonably c]ta9 to make an inve/igation be=e plac+ an ord] ) ! firm sell+ culv]ts t c be b5t by h&4 ,& x is probably a good ?+ = ! mail-ord] bus9ess t su* ef=ts are be+ made to protect ! public aga9/ inf]ior goods4 ,exp]i5ce has %[n t :ile (f]s to ! f>m] mu/ be cle> cut1 ! *ances ( pull+ an ord] are increas$ if he is giv5 a numb] ( options z to price1 plan ( paym5t & diff]5t k9ds ( items op5 to pur*ase4 ,he does n l to be re/rict$ to "o p>ticul> item1 or "o arbitr>y =m ( paym5t4 ,?is fact 0 long ago recogniz$ by ! l>ge catalogue h\ses1 = !y aim to (f] sev]al k9ds & sizes "u e item li/$4 ,x has be5 f\nd t :]e bo? ! numb] ( items & options 9 a l9e is d\bl$ or o!rwise sub/antially increas$1 t ! p]c5tage ( sales imm$iately increases4 ,a company 9 ,canton1 ,ohio1 putt+ out a l9e ( spray]s1 (f]s on ! back ( its ord] %eet f\r spray]s ( diff]5t prices & f\r =ms ( mak+ paym5t = ea* spray]4 ,?is gives ! prospect sixte5 options--"o ( :i* w look be/ to him1 :5 he s5ds 9 8 ord]4 ,?is in=mation is pr9t$ on ! back ( ! ord] %eet1 :]e x c n get sep>at$ f x & :]e x w h a la/ appeal4 ,! mail-ord] h\ses h be5 vie+ ) ea* o!r 9 try+ to f9d unique appeals to ! f>m]4 ,to ?is end pr(it-%>+ plans & v>i\s premium s*emes h be5 introduc$1 9 "s cases ) ph5om5al results4 ,:ile ! f>m] is no diff]5t f ! ord9>y public 9 want+ to get 8 money's wor? he is op5 to conviction ?r\gh small] devices ?an is 8 city bro!r4 ,& ! novelty device appeals to him /rongly4 ,an ,ohio company putt+ out buggies z a ma9 product1 adds an insurance policy z a cl9*]4 ,! pur*as] is himself insur$ = "o hundr$ doll>s payable to 8 heirs 9 case ( 8 dea?2 ! buggy c>ries an indemnity--n to exce$ fifty doll>s--cov]+ accid5ts along ! l9e ( breakage or damage 9 accid5ts or sma%-ups4 ,?is insurance1 "u ! policy giv51 is kept 9 =ce a ye>4 ,?is extra n only acts z a sales argum5t b a basis = a talk l ?is3 ,! ,s4 ,w4 pleasure vehicles h be5 te/$ by insurance company (ficials4 ,!y h be5 prov$ practically unbreakable1 ! mat]ial & durability surpris+ ! insurance (ficials4 ,insurance is n issu$ on sickly p]sons1 weak build+s nor on inf]ior vehicles4 ,x is because our vehicles are s well made t insurance is p]mitt$4 99 99 99 99 99 ,?is makes a conv9c+ talk+ po9t1 p>ticul>ly to ! man :o is n famili> ) accid5t indemnity1 & to ! "y man :o is ab\t to buy a rig 9 :i* he may attempt to demon/rate t no o!r man c pass him on ! road4 ,:5 x comes to fram+ up a campaign !re are _m po9ts1 m9or 9 !mselves1 b ea* hav+ its significance1 t x is well to consid]4 ,x frequ5tly happ5s t n en\gh att5tion is paid to ! /ation]y t is us$ = f>m]s1 b all ^! ?+s h _! influ5ce 9 prejudic+ ! recipi5t = or aga9/ a new h\se4 ,x is a good rule 9 writ+ ! f>m] to div]sify y\r /ation]y1 says a mail-ord] man :o has sold a wide range ( specialties4 ,! reason = ?is lies 9 ! fact t :5 a f>m] has be5 drumm$ ab\t s mu* he may gr[ res5tful at ! p]si/5ce4 ,we aim1 n only to pres5t ! proposition v diff]5tly ea* "t1 b we use diff]5t size envelopes1 diff]5t lett]heads & m>k$ly diff]5t enclosures 9 ea* foll[-up4 ,p>ticul>ly along rural r\tes1 :]e ! m5 folks are 9 ! field :5 ! c>ri] comes1 ,i aim to *ange envelopes & lett]heads4 ,i nev] want ! h\sewife to be able to say to ! man ( ! h\se :5 he asks :at mail came1 t ',!re's ano!r lett] f ! firm t's try+ to sell y a cream sep>ator'4 ,to make ord]+ easi] & to get ! f>m] to act n[ a c\pon or an enclos$ po/al c>d1 good = a limit$ numb] ( days is widely us$4 ,?is makes x easi] to s5d = catalogue or a free trial or :atev] is adv]tis$4 ,x is a spur to action & results 9 add+ to ! mail+ li/1 names ( _m p]sons :o might nev] respond if !y _h to wait until !y f\nd p5 or p5cil & pap]--& a conv5i5t opportunity4 ,a rebate *eck is ano!r popul> s*eme = induc+ ! cu/om] to ord]4 ,an old mail-ord] h\se calls att5tion 9 ! fir/ =m lett] s5t out ) a catalogue to ! fact t accompany+ x is a *eck = "o doll> to apply on ! fir/ ord]4 ,?is ord] is made out 9 ! =m ( a p]sonal *eck1 fill$ 9 ) ! prospect's "n4 ,x is1 to all int5ts & purposes1 a p]sonal *eck1 only payable 9 goods in/ead ( ca%4 ,simil> use ( ! *eck me?od ( excit+ int]e/ is also us$ by a ,detroit incubator manufactur]1 :o f9ds t _m :o h resi/$ o!r appeals answ] to ! *ance to conv]t a *eck into a sav+4 ,?is same firm also adds z a cl9*] an (f] to pay ! freight on c]ta9 l9es ( goods1 s t ! catalogue price becomes actual co/ in/ead ( co/ plus freight *>ges4 ,su* inducem5ts come home to ! f>m]2 any?+ on ! some?+-=-no?+ ord] appeals to him4 ,aside f ! nature ( ! proposition & ! way x is pres5t$1 !re is ! all-important elem5t ( seasonabl5ess4 ,! man :o has always liv$ 9 ! city might und]/& ! g5]al pr9ciples ( mail-ord] sell+ & h a good proposition1 b 8 success w\ld be indiff]5t unless he und]/ood ! mean+ ( timel9ess 9 rea*+ ! f>m]4 ,if y\r lett] or adv]tisem5t cat*es ! eye ( ! f>m] he w 9 all probability put x away 9 ! %oe box back ( ! *imney until ready to buy2 x w\ld be almo/ impossible to tra9 en\gh guns on him dur+ ! ru% season to =ce 8 int]e/4 ,x is a common exp]i5ce ) mail-ord] h\ses to receive replies to lett]s or adv]tisem5ts six mon?s or a ye> aft] !y are s5t out--sometimes ye>s aft]w>ds4 ,! message 0 timely2 x worm$ its way into ! f>m]'s m5tal want li/ & blossom$ =? :5 he felt t he c\ld af=d ! article4 ,only a c>efully kept record-(-returns %eet or book w %[ :5 sales c be/ be made on a p>ticul> item1 & ! %rewd manag] w te/ out diff]5t items at diff]5t seasons be=e laun*+ a big campaign :i* may be ill-tim$4 ,! w9t] mon?s are ! be/ "t = compreh5sive in=mation to soak 9--b ! lett] g5]ally is n ! place = ?is4 ,put p]sonality 9 ! lett]--specifications 9 ! circul>4 ,?is is ! advice ( an exp]i5c$ correspond5t ^: l5g? ( s]vice enables him to speak au?oritatively4 ,a w9t] lett] may be long1 v]bose & full ( int]e/+ in=mation2 ! f>m] w read x c>efully4 ,?is is ! "t to get 9 specifications1 e/imates1 complicat$ diagrams & long argum5ts :i* require /udy4 ,lett]s = ! "w mon?s ne$ to be %ort & snappy1 bo? to insure read+ & to act on a tir$ m9d4 ,& !n f9ally ! proposition mu/ be made s pla9 t !re is no possibility ( its be+ mis9t]pret$4 ,:at a city man :o is a wide read] gets at a glance1 ! ord9>y f>m own] or f>m]'s boy--(t5 ) only a rudim5t>y k ( ,engli%--mu/ /udy ov]4 ,s ne$ful is ! obs]vance ( ?is pr9ciple 9 our bus9ess1 says ?is manag]1 t our sales lett]s h come to be almo/ a =mula4 ,fir/ we /ate our proposition4 ,we !n proce$ to take up ea* elem5t ( ! (f] & make x z pla9 & plausible z possible4 ,9 ?is case ! elem5ts are3 #a4 ,! ?+ (f]$4 #b4 ,"t ( trial4 #c4 ,freight paid4 #d4 ,return privilege4 ,all ! lett] is a pla9 exposition ( #a1 #b1 #c1 #d--! prec$+ p>agraphs are summ>iz$ & connect$4 ,= in/ance1 aft] ! item (f]$ has be5 treat$ & ! l5g? ( trial made cle>1 ! two are summ>iz$ ?us3 ,! sep>ator we (f] is n only ! be/ t money c buy b x is j :at y ne$--no wond] we are will+ to give y #cj days 9 :i* to try x4 ,b :at ab\t freight8 ,j ?is4 99 99 99 99 99 ,!n we expla9 freight paid & return privilege4 ,?is gives a cont9u\s & increas+ summ>y /raight ?r\gh ! lett]1 :i* closes ) a recapitulation ( ! proposition4 ,! aim ( putt+ sev]al summ>ies ( ! proposition 9 all sales matt] is s t !re c be no possible mi/ake ab\t ! proposition1 = ?\s&s ( propositions are turn$ d[n by p on f>ms simply because ! read] does n q und]/& ev]y?+4 ,! f>m] is 9 con/ant dread ( be+ caught & !re is little likelihood ( 8 tak+ advantage ( any (f] t is n absolutely cle> 9 8 m9d4 ,! lett] writ] mu/ realize :at a po9t ?is is ) ! av]age f>m]4 ,:at a city man does he c keep to himself2 if he buys a gold brick he gets rid ( x & =gets ! transaction j z quickly z possible4 ,b :at ! f>m] does is neighborhood gossip4 ,if "o ( ^? slick city fell]s sells him some?+ he c't use1 e "o kn[s x4 ,make ! proposition cle>--s cle> t e "o 9 ! family c und]/& x1 = usually pur*ases are talk$ ov] = days be=e an ord] is f9ally s5t out4 ,take into acc\nt ! f>m]'s suspici\s nature & be> d[n heavily on ! utility ( ! article4 ,!re is no hidd5 my/]y 9 rea*+ ! rural prospects b !y mu/ be h&l$ ) discretion & ) an und]/&+ ( ! prejudices1 *>act]i/ics & viewpo9ts ( ! f>m]4