In beginning the letter it should strike at some vulnerable spot in feminine nature—but it must be so skillfully expressed that the motive is not apparent. If the line is anything that can be shown by sample, manage to work into the very beginning of the letter the fact that samples will be mailed free upon request. Women never tire of looking at samples; they pull thousands of orders that could never have been landed with printed descriptions or illustrations. A most successful house selling suits and cloaks has proved conclusively that nothing will catch the attention of a woman so quickly as an offer of free samples or some reference to style and economy in woman's dress. It urges upon its correspondents the desirability of getting in this appeal in the very first sentence.
Letters from this house begin with some pointed reference: "Becoming styles, we know, are what you want, together with quality and the greatest economy." Or, "You know we guarantee you a perfect-fitting suit, of the prettiest materials in the market—whatever you may select."
This letter has the personal signature of the sales manager:
Dear Madam:
I have been intending to write you ever since you sent for your REPUBLIC Style Book, but I have been so busy in connection with our new building as to hardly find time.
But you are no doubt now wondering just why, out of the many, many thousand requests for the REPUBLIC Style Book, I should be so particularly interested in yours. And so I am going to tell you frankly my reason.
It is this: In your community there is only a very small number of all the ladies who wear REPUBLIC Suits, and they ALL should wear them—and WOULD wear them if they could but be made to know the real beauty of our suits. I want to show them just how beautiful a REPUBLIC Suit can be.
So I ask you, would you like to have made for you this season, the most beautiful suit you ever had?
Would you like now, a suit more stylish, better fitting, more becoming, better made—MORE PERFECT—than any other suit you have had?
If this interests you at all, then I am ready personally to see to it for you.