The cost is so small, and as you take not a particle of risk but can secure full refund of money if dissatisfied, why hesitate to order? The responsibility is entirely upon me.
Every day you delay ordering means a distinct loss to you of greater pipe pleasure than you have ever experienced.
Won't you sit down now, while the matter is right before you, fill enclosed blank and mail me your order TODAY—THIS MINUTE?
Yours very truly,
[Signature: L. W. Hamilton]
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Here is the letter rewritten, explaining why this tobacco is superior. The appeal is cleverly worded to flatter the recipient into believing he is one of those who know and demand something a little better than common. The cost is kept in the background by the guarantee of satisfaction and the clincher prompts immediate action
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Appeals to men can be peppered with technical description and still interest and get results. The sales manager of a house selling cameras by mail says, in speaking of this principle:
"We found it necessary to use an entirely different series of letters in selling our cameras to men and to women. Generally speaking, men are interested in technical descriptions of the parts of the camera; women look at a camera from the esthetic side—as a means to an end.
"In writing a sales letter to a man, I take up, for instance, the lens. This I describe in semi-technical terms, stating why this particular lens or combination of lenses will do the best work. Then follows a description of the shutter—and so on through the principal parts until, if the prospect be seriously interested, I have demonstrated, first, that the camera will do the best work, and, second, that it is good value for the money.