The price of these talks—that is, the right to use the talks and illustrations in your city—is $15, which you must admit is dirt cheap, considering the quality of the matter.
All the progressive publishers are jumping at the chance to get these talks at the low price I am quoting them.
If you do not accept my offer, one of your competitors will certainly do so, and you will lose prestige.
Hoping to hear from you at once and promising careful attention to your valued favors, I am
Truly yours,
[Signature: G. L. Lawrence]
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This letter has an unfortunate beginning. The writer starts by considering his own interests rather than those of the publisher. It is not tactful to begin with "I want-to-sell-you-something" talk. The second paragraph is merely an egotistic statement. No facts are furnished to impress the publisher. In the third paragraph price is introduced before desire is created. The fourth paragraph is a palpable boast that will not be believed and an insinuation that the publisher addressed may not be progressive. The suggestion about the competitor is likely to arouse antagonism. The close is hackneyed and the entire letter is rather an advertisement of the writer's inability rather than of his ability
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Do not deceive. Nothing is gained by deception in a high grade venture. Your offer to give away a first-class lot in a first-class suburban real estate campaign will make a good class of readers suspicious of you. And though you may get many inquiries from those who are looking for something for nothing, the chances are that the inquiries will be of a very poor quality. Better get two per cent of first-class prospects than ten per cent that will only waste your time. You must not forget that it costs money to solicit people either by mail or by salesmen.