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This paragraph summarizes many of the troubles of the employing printer. It "gets under his skin," it is graphic, depicting one of the greatest problems of his business and so he is certain to read the letter and learn more about the solution that it offers.
This same paragraph might also be used as a good illustration of that effective attention-getter, the quick appeal to the problems that are of most concern to the reader. The one great trouble with the majority of letters is that they start out with "we" and from first to last have a selfish viewpoint:
"We have your valued inquiry of recent date and, as per your request, we take pleasure in enclosing herewith a copy of our latest catalogue," and so forth.
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Don't begin by talking about yourself, your company, your business, your growth, your progress, your improved machinery, your increased circulation, your newly invested capital. The reader has not the faintest interest in you or your business until he can see some connection between it and his own welfare. By itself it makes no play whatever to his attention; it must first be coupled up with his problems and his needs.
Begin by talking about him, his company, his business, his progress, his troubles, his disappointments, his needs, his ambition.
That is where he lives day and night. Knock at that door and you will find him at home. Touch upon some vital need in his business— some defect or tangle that is worrying him—some weak spot that he wants to remedy—some cherished ambition that haunts him—and you will have rung the bell of his interest. A few openings that are designed to get the reader's attention and induce him to read farther, are shown here:
"Your letter reached me at a very opportune time as I have been looking for a representative in your territory."
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