3. Proof of advantages to the reader.

4. Persuasion or inducement to act now.

5. Conclusion, making this action easy.

Above all, if a letter is to be good, it must not be too short. In the pursuit of brevity too many pupils in business English make the mistake of writing altogether too little to get the reader's attention; and if his attention is not aroused, the letter fails. The letter should be long enough to suggest interest in the welfare of the reader and enthusiasm for the subject under discussion.

Enthusiasm in business involves knowledge both of your project and of your customer. You cannot attempt to write a letter of any kind unless you know the facts that require it. Perhaps it is a complaint that you must try to settle. Without a knowledge of the facts, of the truth or the untruth of the claim, how can you write the letter? Sometimes it requires both time and study to gather the necessary details, but they must be gathered.

When you have your details and begin writing, be sincere. You must be so absolutely in earnest that the reader will at once feel and begin to share your enthusiasm.

Knowledge of the person to whom you are writing is fully as important as knowledge of your subject. You must get his point of view, understand his character, and appeal to the qualities that you recognize in it, to the desires or ambitions, that it shows. To a certain extent all of us are alike. There are certain fundamental interests that we all possess; these may safely be appealed to at almost all times. But our employment, our habits of life, our ways of thinking make us different. The same argument, probably, will not always bring satisfactory replies from a manufacturer, a farmer, a judge, a minister or priest, a carpenter, and a woman. Some people like to receive a long letter that goes carefully into detail; others will not take the time to read such a letter. Each customer must be studied. This is so difficult a matter that no one can expect to learn it all at once.

Finally, from the first word to the last be courteous. No matter how righteous your indignation, be courteous. You cannot afford to lose your temper. Courtesy does not imply flattery nor a lack of truth. Your letter can be strong and yet polite in tone. Lose your temper, and your letter will probably fail. Keep your temper, show thoughtfulness for the reader's interest, and your letter will more likely fulfill its purpose.

=Exercise 216--The Form of the Letter=

Before we look at some actual letters to judge of their effectiveness, we must learn the conventional form of a letter, the parts which many years of use have shown to be necessary. There are six parts to a formal or business letter:

1. The heading, which includes the writer's address and the date.

2. The introduction, which includes the name and the address of the one to whom you are writing.

3. The salutation; for example, Dear Sir:

4. The body of the letter, the important part.

5. The courteous close; for example, Yours truly,

6. The signature.

Each part ends with a period except the salutation, which ends with a colon, and the courteous close, which ends with a comma. The various groups of words within the heading and the introduction are separated by commas.

Why does the salutation end with a colon?

Why does the courteous close end with a comma?

The Arrangement

In the following, notice the s.p.a.cing. If the heading is short, it is put on one line; as,

_Heading_ Hilliard, Fla., June 30, 1914.

_Introduction_ Mr. Thomas Barrett, Boston, Ma.s.s.

_Salutation_ Dear Sir:

_Body_ ....................................

_Courteous close_ Yours truly,

_Signature_ Samuel Garth

If the heading is long, arrange it in one of the following ways:

1

334 Lexington Ave., Chicago, May 19, 1915.

Mr. Thomas Barrett, Boston, Ma.s.s.

Dear Sir:

2

334 Lexington Ave., Chicago, Ill., May 19, 1915.

3

334 Lexington Ave., Chicago, Ill., May 19, 1915.

4

334 Lexington Ave., Chicago, Ill., May 19, 1915.

The superscription on the envelope is arranged and punctuated like the introduction in the letter, except that the punctuation may be omitted from the end of lines.

There is a growing tendency to "block" the different parts of a letter; that is, to begin each item of each part directly below the first, with no indentation.

There is also a tendency to use no abbreviations (except for t.i.tles like _Mr._), the name of the month and of the state and the word _street_, _avenue_, or _building_ being spelled out.

NOTE.--The punctuation as shown in the examples given above is that in more prevalent use. Certain writers, however, advocate the omission from the formal parts of the letter of commas at the end of lines and of periods (except to show abbreviations).

Arrange the following headings, supplying capitals and punctuation marks:

1. 55 water st mobile ala june 16 19--

2. calmar iowa september 1 19--

3. 453 marquette building chicago ill jan 5 19--

4. 123 salem st springfield ma.s.s june 23 19--

5. highland park grand haven mich may 3 19--