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900 for One Big Ad in Your City Next Sunday 2

letter, suppose, readers, time, letters, prices and heel

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We're not quitters. War or no war, we're advertising Three-in-One stronger than ever. This is our big business opportunity—and yours.

The letter of which this was the beginning was successful in causing its readers to get ready to take full advantage of a special opportunity to sell more of an advertised product. This introduction com manded favorable attention because it stated a new fact which was closely connected with the reader's chief interests. Or take this case: Dear Sir: Prices on the new Forest Park Addition will be advanced ten per cent at noon on October the tenth. The present schedule of prices holds good only until that time.

This is another illustration of the beginning of a successful letter—an abrupt beginning that states a fact of considerable interest to the addressee. The letter was designed especially for prospective pur chasers who were on the point of buying. The rest of the letter tells why the prices are being advanced. But the reader is not urged to "buy before the prices go up," lest he be made to feel that the main cause of advancing the price is to force him to buy. The fact that the lots are worth more money than formerly is emphasized. In short, the advancement in price sheds a new light for the prospect on the advant ages of these lots.

5. Indirect opening.—The abrupt news-fact open ing is the easiest type to write, for it implies that the writer has a message that will be of interest to the reader. But in a follow-up series of letters, for instance, when the addressee has apparently paid no attention whatever to several preceding letters, it is often necessary to use an opening that is only indi rectly and in small degree related to the actual busi ness of the letter.

If a drygoods merchant in a small town had not responded to several sales letters recently received from the writer of this one, how would a letter like the following impress him? Dear Sir: If you aren't too busy, "suppose" with me for three min utes. If you can't do it now, shove this back on your desk until you can.

Suppose, first, a new family moved into your community— a family that you knew would be desirable customers, a fam ily whose trade you knew you could hold, once you got it started.

Suppose, next, you met the head of that family, and as courteously and tactfully as you could, you spoke of your store, your goods, and your desire to show him that you deserved his business, and—he turned on his heel without a word to you.

Suppose you met him again, and again you tried to show him from another angle that his trading with you would be to his profit, as well as to yours, and—again he refused to even answer.

Suppose now, you repeated your requests on a dozen dif ferent occasions and each time he shut up like a clam— couldn't get a word out of him.

I'll bet you'd' be "hoppin' mad." Well, in a way, you're he, and I'm you. I've written you a dozen or more letters and each time, so to speak, you've spun on your heel without even an answer. BUT, here's the difference—I'm not a bit mad, but I'm mighty curious.

I've searched our proposition over from A to Izzard try ing to find out where it has fallen down in your eyes—why it has failed to interest you.

Within the last six months, 682 first-class merchants have ordered from us for the first time. If every single one of them isn't thoroly satisfied, I don't know it, and a kick sent in to this office hits me first.

I am mighty curious to know why we haven't had a trial order from you. There is an order card attached. Ask your glove girl what she needs, and let us supply you. That would put us on trial.

Or write me where the hitch comes that is keeping your house and ours apart. Please don't turn on your heel.

Almost all of this letter is "point of contact." It not only shows appreciation of the reader's point of view, but also gains consideration for the writer's point of view. A big selling point is involved here. We are all inclined to interpret the experience of other people in terms of our own. Often, in order to make another person know how we feel about a situ ation, it is necessary, as in this case, to "bring it home" to our readers by citing a similar case that falls within the reader's experience.

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