A business man is no different from any other kind.

Finally, tell him what to do. Don't leave it to him to decide. We are all mentally lazy, you know, so dictate his action for him—get your suggester to working on him. If he is to do certain things, describe them. Tell him to put his name on the enclosed card, stamp and mail, or pin his check or dollar bill to this letter and return in the enclosed

your sale must be made in your reader's mind.

The mind thinks in pictures, you know. One good illustration is worth a thousand words. But one clear picture built up in the reader's mind by your words is worth a thousand drawings, for the reader colors that picture with his own imagination, which is more potent than all the brushes of all the world's artists.

the secret of painting such a picture in the reader's mind is to take some familiar figure his mind can readily grasp, add one point of interest here, another there, and so on until you have built a complete word picture of what you have to offer. It is like building a house.

lead him gently from one point of interest to another, with word pictures so clear, so simple, that he can almost see the things you are offering him?

Appeal to the reason, by all means. Give people a logical excuse for buying that they can tell to their friends and use to salve their own consciences. But if you want to sell goods, if you want action of any kind, base your real urge upon some primary emotion!

You know that every man is constantly holding a mental conversation with himself, the burden of which is his own interests—his business, his loved ones, his advancement. And you have tried to chime in on that conversation with something that fits in with his thoughts.

Tell a man something new and you have his attention. Give it a personal twist or show its relation to his business and you have his interest.