"By using this code you can telegraph us for any special article you want and it will be delivered at your store the following morning. This will enable you to compete with the large mail-order houses. It will give you a service that will mean more business and satisfied customers."
* * * * *
"You can save the wages of one salesman in every department of your store. Just as you save money by using a typewriter, addressograph, adding machine, cash register and other modern equipments, so you can save it by installing a Simplex."
* * * * *
"Don't you want to know how to add two thousand square feet of display to some department of your store in exchange for twenty feet of wall?"
* * * * *
"Yes, there is a mighty good opening in your territory for hustling salesmen. You will receive a complete outfit by express so you can start at once."
* * * * *
Keep the interest of the reader in mind. No matter how busy he is, he will find time to read your letter if you talk about his problems and his welfare.
Some correspondents, having taken only the first lesson in business letter writing, over-shoot the mark with a lot of "hot air" that is all too apparent. Here is the opening paragraph from one of these writers: