"We want you to read our booklet carefully for it explains our methods of doing business fully. We are very particular about filling orders and know you will be pleased with any suit you may buy from us.
"Our financial standing should convince you that if anything is not right we will make it so. We guarantee satisfaction and solicit a trial order."
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In the first place, the average woman would know nothing about the financial standing of the house. It is evident that the man who wrote the letter had been handling the correspondence with dealers and firms that necessarily keep posted on the rating of manufacturers. And the way the proposition is stated that "if anything is not right we will make it so" suggests that possibly the suit might not be satisfactory.
But while women are susceptible to flattery there is danger of bungling, of making the effort so conscious that it is offensive. "Your natural beauty will be enhanced by one of our suits for our cutter understands how to set off a woman's form and features so she is admired wherever she goes." The average woman is disgusted and reads no further.
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HOW DIFFERENT ARGUMENTS APPEAL TO WOMEN
Style Foremost consideration
Price Secondary consideration
Quality Slight
Exclusiveness Valuable
Service Minor importance
Sentiment Effective
Flattery Expedient
Testimonials Impressive
Reputation Desirable
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Mere cleverness in expression will fall wide of the mark and facetiousness should be strictly avoided. It is better to depend on a very ordinary letter which will have little effect on the reader one way or the other than to offend her by too obvious flattery or an apparent attempt to make capital from a feminine weakness.