"This metal has been subjected to severe accelerated corrosion tests held in accordance with rigid specifications laid down by the American Society for Testing Material, and has proven to corrode much less than either charcoal iron, wrought iron, or steel sheet.
"A complete record of these tests and results will be found on the enclosed sheet."
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Then there are times when description may be almost entirely eliminated from the letter. For instance, if you are trying to sell a man a house and lot and he has been out to look at the place and has gone over it thoroughly, there is little more that you can say in the way of description. Your letter must deal entirely with arguments as to why he should buy now—persuasion, inducement. Or, if you are trying to sell him the typewriter that he has been trying out in his office for a month, description is unnecessary—the load your letter must carry is lightened. And there are letters in which explanation is unnecessary. If you are trying to get a man to order a suit of clothes by mail, you will not explain the use of clothes but you will bear down heavily on the description of the material that you put into these particular garments and point out why it is to his advantage to order direct of the manufacturers.
But if you are presenting a new proposition, it is necessary to explain its nature, its workings, its principles and appliances. If you are trying to sell a fountain pen you will not waste valuable space in explaining to the reader what a fountain pen is good for and why he should have one, but rather you will give the reasons for buying your particular pen in preference to others. You will explain the self-filling feature and the new patent which prevents its leaking or clogging.
It is not always possible to separate description and explanation. Here is an illustration taken from a letter sent out by a mail-order shoe company:
"I hope your delay in ordering is not the result of any lack of clear information about Wearwells. Let me briefly mention some of the features of Wearwell shoes that I believe warrant you in favoring us with your order:
(A) Genuine custom style;
(B) Highest grade material and workmanship;
(C) The best fit—thanks to our quarter-sized system—that it is
possible to obtain in shoes;
(D) Thorough foot comfort and long wear;
(E) Our perfect mail-order service; and
(F) The guaranteed PROOF OF QUALITY given in the specification
tag sent with every pair."
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This is a concise summary of a longer description that had been given in a previous letter and it explains why the shoes will give satisfaction.