"I wish I could have had the opportunity thirty years ago that you have today. Did I ever tell you how I started out?"
* * * * *
"I have been successful because I have confidence in other people."
* * * * *
"I was talking to Mr. Phillips, the president of our institution, this morning, and he told me that you had written to us concerning our correspondence course."
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These personal touches bring the writer and reader close together and pave the way for a man-to-man talk.
Then there is a way of getting attention by some novel idea, something unusual in the typography of the letter, some unusual idea. One mail-order man puts these two lines written with a typewriter across the top of his letterheads:
"EVEN IF YOU HAD TO PAY TO SECURE A COPY OF THIS LETTER—OR HAD TO TAKE A DAY OFF TO READ IT—YOU COULD NOT AFFORD TO FAIL TO CONSIDER IT."
* * * * *