Then it is possible to secure attention by some familiar allusion, some reference to facts with which the reader is familiar:
"In our fathers' day, you know, all fine tableware was hand forged—that meant quality but high cost."
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The opening statement secures the assent of the reader even before he knows what the proposition is. Sometimes an allusion may be introduced that does not come home so pointedly to the reader but the originality of the idea appeals to him. By its very cleverness he is led to read further. Here is the beginning of a letter sent out by an advertising man and commercial letter writer:
"The Prodigal Son might have started home much sooner had he received an interesting letter about the fatted calf that awaited his coming.
"The right sort of a letter would have attracted his attention, aroused his interest, created a desire and stimulated him to action."
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Then there is the opening that starts out with an appeal to human interest. It is the one opening where the writer can talk about himself and still get attention and work up interest:
"Let me tell you how I got into the mail order business and made so much money out of it."
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