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.

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!

TO SUM it up, every good letter contains these six essential elements: The opening, which gets the reader's attention by fitting in with his train of thought and establishes a point of contact with his interests, thus exciting his curiosity and prompting him to read further. The description or explanation, which pictures your proposition to the

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?

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.

Study your reader first—your product second. If you understand his reactions, and present those phases of your product that relate to his needs, then you cannot help but write a good letter.

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

The more motives you can appeal to, of course, the more successful you will be, but it is important that you differentiate between the motive that makes him desire a thing and the one that impels him to take the action you desire, for the whole purpose of your letter is to make your reader act as you wish him

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.