For there are appeals that are practically universal. Appeal to a man's ambition and you have his interest: larger income, better position, some honor or recognition—touch these and no matter how busy, he will find time to read your message.
You've got to have more money.
Your salary, without income, is not enough. The man who depends upon salary alone to make him rich—well-to-do—or even comfortable, is making the mistake of his life. For the minute you stop working, the money stops coming in. Lose a day and you lose a day's pay—while expenses go right on.
Don't you think it's time you got Nature to work for you? A dollar put into a peach orchard will work for you days, nights and Sundays. It never stops to sleep or eat but keeps on growing—growing— from the very minute you put your money in.
Think of the difference between a dollar invested with us and increasing and yielding day by day and the dollar which you use to purchase a few moments idle diversion or pleasure. The latter is lost forever—the dollar put to earning with us earns forever.
* * * * *
"More money." That appeal strikes home. One glance at the letter and a man is interested. He may not have money to invest but the other letters will remain unopened until he finds out whether there is not some plan or scheme that will actually mean more money to him.
The correspondence schools recognized the force of this appeal and developed it so systematically that it might be called the standard correspondence school argument.
Here is one of the best pulling arguments:
Pay-day—what does it mean to you?