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The Right Letter
Unnamed trifles and unconscious impressions drag sales across the
line of profit. The stupid, ill-dressed letter dissuades more [home sellers and] buyers than all the errors salesmen make. The neat and self-forgetful sheet brings with it its own “welcome” motto.
Elements of the Business Letter
The Single Aim
Some men talk without getting anywhere in particular. Aiming at nothing, they hit their mark.
And some letters go rambling from salutation to close. They are so many ink marks that take up space.
But listen to the master lawyer make his plea. He selects his points, marshals them in order, drives them home, aiming always at one vital end—the verdict.
And the good business letter has a single design. Attention, interest, desire are essentials en route, but they all lead to one terminal—ACTION.
Plan your letters logically, but keep one end in view—to crystallize wants, turn desire to decision, get results—NOW.
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