Lead up to your proposition from the reader's point of view; couple up your goods with his needs; show him where he will benefit and he will read your letter through to the postscript. Get his attention and arouse his interest—then you are ready to present your proposition.
How To Present Your
PROPOSITION
PART II—HOW TO WRITE THE LETTER—CHAPTER 6
After attention has been secured, you must lead quickly to your description and explanation; visualize your product and introduce your proof, following this up with arguments. The art of the letter writer is found in his ability to lead the reader along, paragraph by paragraph, without a break in the POINT of CONTACT that has been established. Then the proposition must be presented so clearly that there is no possibility of its being misunderstood, and the product or the service must be coupled up with the READER'S NEEDS
How this can be done is described in this chapter
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After you have attracted attention and stimulated the interest of the reader, you have made a good beginning, but only a beginning; you then have the hard task of holding that interest, explaining your proposition, pointing out the superiority of the goods or the service that you are trying to sell and making an inducement that will bring in the orders. Your case is in court, the jury has been drawn, the judge is attentive and the opposing counsel is alert—it is up to you to prove your case.
Good business letter, consciously or unconsciously usually contains four elements: description, explanation, argument and persuasion. These factors may pass under different names, but they are present and most correspondents will include two other elements—inducement and clincher.
In this chapter we will consider description, explanation and argument as the vehicles one may use in carrying his message to the reader.
An essential part of all sales letters is a clear description of the article or goods—give the prospect a graphic idea of how the thing you are trying to sell him looks, and this description should follow closely after the interest-getting introduction. To describe an article graphically one has got to know it thoroughly: the material of which it is made; the processes of manufacture; how it is sold and shipped—every detail about it.