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This is persuasion by pointing out what others have done. It is the persuasion of example; an appeal that is dignified and inspirational.
And here, as in all other parts of the letter, there is the tendency to make the appeal from the selfish standpoint—the profits that will accrue to the writer:
"We strongly advise that you get a piece of this land at once. It is bound to increase in value. You can't lose. Won't you cast your lot with us now? It is your last opportunity to get a piece of this valuable land at this extremely low price. Take our word for it and make your decision now before it is too late."
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A manufacturer of folding machines got away from this attitude and cleverly combined persuasion and inducement in an offer made to newspaper publishers during the month of October:
"You want to try this folder thoroughly before you buy it and no better test can be given than during the holiday season when heavy advertising necessitates large editions. Now, if you will put in one of these folders right away and use it every week, we will extend our usual sixty-day terms to January 15th. This will enable you to test it out thoroughly and, furthermore, you will not have to make the first payment until you have opportunity to make collections for the December advertising. This proposition must be accepted before Oct. 31st."
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Such an inducement is timely and doubly effective on this account. The appeal reaches the newspaper man at the season of the year when he is busiest; just the time when he most needs a folder, and the manufacturer provides for the first payment at the time of year when the average publisher has the largest bank account.
Occasionally the most effective persuasion is a ginger talk, a regular "Come on, boys," letter that furnishes the dynamic force necessary to get some men started: