We took this man at his word, and have since thought that possibly there were others who regarded our contract as being too severe.
If this was the reason that you did not invest with us, we ask you to examine the enclosed proof sheet, from the printer, of our new contract, and write us not only if it suits you, but if you can think of any other way to make it any more fair and equitable.
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The illustration given is particularly good because it is anticipatory—nips an objection that may be just forming in the mind of the prospect.
Dear Sir:
We sent you a sample of our Royal Mixture tobacco in response to your request some time ago. We are anxious to know what you think about it.
This is the best tobacco on the market today at the price, and as we know you would not have asked for a free sample unless you intended to buy more if you liked the sample, we hope to receive your order by return mail.
Very truly,
[Signature: Morton and Morton]
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A flat, insipid letter entirely without order-pulling force. The attempt to, twist the request for a free sample into an obligation to place an order strokes a man's intentions the wrong way