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Such letters could not be used very often but occasionally they are immensely effective. "Mrs. Elliott's troubles and how they were cured" have become famous in some parts of the country. Written in long hand, they bore every resemblance to a social letter from a lady to some old neighbor and told how many of her housekeeping troubles had been ended by using a certain kind of furniture polish. The letters were written in such a chatty style that they were read through and passed around to other members of the family.
My dear:
I know you will be surprised to hear from me and I may as well confess that I am not altogether disinterested in writing you at this time but I am glad to say that the duty imposed upon me is a pleasure as well.
You know some time ago after I had painted my floors, I wrote the company whose paint I used and they put my experiences in the form of a little booklet entitled "Mrs. Elliot's Troubles."
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This is the first page of a facsimile hand-written letter that proved highly successful as it appealed to feminine curiosity and insured careful reading
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The appeal to women must hover around her love of style and her desire for economy. Bring in either subject deftly at the beginning of a letter and she will be an interested reader of all the sales talk that follows.
Several mail-order houses have trained women to handle this part of their correspondence for they are more apt in the use of feminine expressions. Let a man try to describe some article as "perfectly splendid," or "really sweet" and he will stumble over it before he gets to the end of the sentence. Yet when these same hackneyed phrases are brought in naturally by a woman who "feels just that way" about the garment she is describing, they will take hold of the reader in a way that is beyond the understanding of the masculine mind.