"I don't like to rush things; I believe in taking my time. I always try to do it. I want you to do the same thing, but there are exceptions to all rules: sometimes we cannot do things just the way we want to and at the same time reap all the benefits.

"Here is the situation. I went out to the OIL FIELDS OF CALIFORNIA and while there I DID DEVOTE PLENTY AND AMPLE TIME TO PROPER INVESTIGATION. I went into the thing thoroughly. I went there intending to INVEST MY OWN MONEY if I found things right.

"My main object in leaving for California was to INVESTIGATE FOR MY CLIENTS, but I would not advise my clients to invest THEIR money unless the situation was such that I would invest MY OWN money.

That's where I stand--first, last and all the time.

"I don't go into the torrid deserts in the heat of the summer and stay there for weeks just for fun. There is no fun or pleasure to it, let me tell you. It's hard work when one investigates properly, and I surely did it right. I guess you know that."

The letter is not lacking in style; the writer knows how to put things forcibly, but he takes up half a page of valuable s.p.a.ce before he says anything vital to his subject. See how much stronger his letter would have been had he started with the fifth paragraph, following it with the fourth paragraph.

The great weakness in many letters is padding out the introduction with non-essential material. It takes the writer too long to get down to his proposition. Here is a letter from a concern seeking to interest agents:

"We are in receipt of your valued inquiry and we enclose herewith full information in regard to the E. Z. Washing Compound and our terms to agents.

"We shall be pleased to mail you a washing sample post-paid on receipt of four cents in two-cent stamps or a full size can for ten cents, which amount you may subtract from your first order, thus getting the sample free. We would like to send you a sample without requiring any deposit but we have been so widely imposed upon by 'sample grafters' in the past that we can no longer afford to do this."

The first paragraph is hackneyed and written from the standpoint of the writer rather than that of the reader. The second paragraph is a joke. Seven lines, lines that ought to be charged with magnetic, interest-getting statements, are devoted to explaining why ten cents' worth of samples are not sent free, but that this "investment" will be deducted from the first order. What is the use of saving a ten-cent sample if you lose the interest of a possible agent, whose smallest sales would amount to several times this sum?

It is useless to spend time and thought in presenting your proposition and working in a clincher unless you get attention and stimulate the reader's interest in the beginning. Practically everyone will read your opening paragraph--whether he reads further will depend upon those first sentences.

Do not deceive yourself by thinking that because your proposition is interesting to you, it will naturally be interesting to others. Do not put all your thought on argument and inducements--the man to whom you are writing may never read that far.

Lead up to your proposition from the reader's point of view; couple up your goods with his needs; show him where he will benefit and he will read your letter through to the postscript. Get his attention and arouse his interest--then you are ready to present your proposition.

How To _Present_ Your PROPOSITION

PART II--HOW TO WRITE THE LETTER--CHAPTER 6

_After attention has been secured, you must lead quickly to your description and explanation; visualize your product and introduce your proof, following this up with arguments. The art of the letter writer is found in his ability to lead the reader along, paragraph by paragraph, without a break in the_ POINT _of_ CONTACT _that has been established. Then the proposition must be presented so clearly that there is no possibility of its being misunderstood, and the product or the service must be coupled up with the_ READER'S NEEDS

_How this can be done is described in this chapter_

After you have attracted attention and stimulated the interest of the reader, you have made a good beginning, but only a beginning; you then have the hard task of holding that interest, explaining your proposition, pointing out the superiority of the goods or the service that you are trying to sell and making an inducement that will bring in the orders. Your case is in court, the jury has been drawn, the judge is attentive and the opposing counsel is alert--it is up to you to prove your case.

Good business letter, consciously or unconsciously usually contains four elements: description, explanation, argument and persuasion.

These factors may pa.s.s under different names, but they are present and most correspondents will include two other elements--inducement and clincher.

In this chapter we will consider description, explanation and argument as the vehicles one may use in carrying his message to the reader.

An essential part of all sales letters is a clear description of the article or goods--give the prospect a graphic idea of how the thing you are trying to sell him looks, and this description should follow closely after the interest-getting introduction. To describe an article graphically one has got to know it thoroughly: the material of which it is made; the processes of manufacture; how it is sold and shipped--every detail about it.

There are two extremes to which correspondents frequently go. One makes the description too technical, using language and terms that are only partially understood by the reader. He does not appreciate that the man to whom he is writing may not understand the technical or colloquial language that is so familiar to everyone in the house.

For instance, if a man wants to install an electric fan in his office, it would be the height of folly to write him a letter filled with technical descriptions about the quality of the fan, the magnetic density of the iron that is used, the quality of the insulation, the kilowatts consumed--"talking points" that would be lost on the average business man. The letter that would sell him would give specific, but not technical information, about how the speed of the fan is easily regulated, that it needs to be oiled but once a year, and costs so much a month to operate.

These are the things in which the prospective customer is interested.

Then there is the correspondent whose descriptions are too vague; too general--little more than bald a.s.sertions. A letter from a vacuum cleaner manufacturing company trying to interest agents is filled with such statements as: "This is the best hand power machine ever manufactured," "It is the greatest seller ever produced," "It sells instantly upon demonstration." No one believes such exaggerations as these. Near the end of the letter--where the writer should be putting in his clincher, there is a little specific information stating that the device weighs only five pounds, is made of good material and can be operated by a child. If this paragraph had followed quickly after the introduction and had gone into further details, the prospect might have been interested, but it is probable that the majority of those who received the letter never read as far as the bottom of the second page.

If a man is sufficiently interested in a product to write for catalogue and information, or if you have succeeded in getting his attention in the opening paragraph of a sales letter, he is certain to read a description that is specific and definite.

The average man thinks of a work bench as a work bench and would be at a loss to describe one, but he has a different conception after reading these paragraphs from a manufacturer's letter:

"Just a word so you will understand the superiority of our goods.

"Our benches are built princ.i.p.ally of maple, the very best Michigan hard maple, and we carry this timber in our yards in upwards of a million feet at a time. It is piled up and allowed to air dry for at least two years before being used; then the stock is kiln dried to make sure that the lumber is absolutely without moisture or sap, and we know there can be no warping or opening of glue joints in the finished product.

"Our machinery is electrically driven, securing an even drive to the belt, thus getting the best work from all equipment--absolutely true cuts that give perfect joints to all work.

"Then, as to glue: Some manufacturers contend that any glue that sticks will do. We insist there should be no question about glue joints; no 'perhaps' in our argument. That's why we use only the best by test; not merely sticking two pieces of wood together to try the joint quality, but glue that is scientifically tested for tenacity, viscosity, absorption, and for acid or coloring matter--in short, every test that can be applied."

This description is neither too technical nor too general; it carries conviction, it is specific enough to appeal to a master carpenter, and it is clear enough to be understood by the layman who never handled a saw or planer.

It may be laid down as a principle that long description should ordinarily be made in circulars, folders or catalogues that are enclosed with the letter or sent in a separate envelope, but sometimes it is desirable to emphasize certain points in the letter.

Happy is the man who can eject enough originality into this description to make it easy reading. The majority of correspondents, in describing the parts of an automobile, would say:

"The celebrated Imperial Wheel Bearings are used, These do not need to be oiled oftener than once in six months."

A correspondent who knew how to throw light into dark places said:

"Imperial Wheel Bearings: grease twice a year and forget."

This "and forget" is such a clever stroke that you are carried on through the rest of the letter, and you are not bored with the figures and detailed description.

In a similar way a sales manager, in writing the advertising matter for a motor cycle, leads up to his description of the motor and its capacity by the brief statement: "No limit to speed but the law."

This is a friction clutch on the imagination that carries the reader's interest to the end.

One writer avoids bringing technical descriptions into his letters, at the same time carrying conviction as to the quality of his goods: