"Durability—that is our talking point. Other machines are cheaper if you consider only initial cost; no other machine is more economical when its durability, its length of service is considered." Here the unusual position of the word "durability," thrown at the beginning of the sentence, gives an emphasis that could not be obtained in any other way. And so the stylist considers not only the words he uses but he places them in the most strategic position in the sentence—the beginning.
In the building of a climax this order of words is reversed since the purpose is to work up from the weakest to the strongest word or phrase. The description, "sweet, pure and sanitary," gives emphasis to the sanitary feature because it comes last and lingers longest in the mind.
After the study of words, their meaning and position, the writer must look to completed sentences, and the man who succeeds in selling goods by mail recognizes first of all the force of concise statements. "You can pay more but you can't buy more." This statement strikes home with the force of a blow. "We couldn't improve the powder so we improved the box." There is nothing but assertion in this sentence, but it carries conviction. Not a word is out of place. Every word does duty. The idea is expressed concisely, forcibly. The simplicity of the sentence is more effective than pages of prosaic argument.
Here is a sentence taken from a letter of a correspondence school: "Assuming that you are in search of valuable information that may increase your earning capacity by a more complete knowledge of any subject in which you may be interested, we desire to state most emphatically that your wages increase with your intelligence." This is not only ungrammatical, it is uninteresting. Contrast it with the sentence taken from a letter from another correspondence school: "You earn more as you learn more." It is short, emphatic, thought producing. The idea is clearly etched into your mind.
Short sentences are plain and forceful, but when used exclusively, they become tiresome and monotonous. A short sentence is frequently most striking when preceding or following a long sentence—it gives variation of style. Following a long sentence it comes as a quick, trip-hammer blow that is always effective. And there are times when the proposition cannot be brought out clearly by short sentences. Then the long sentence comes to the rescue for it permits of comparisons and climaxes that short sentences cannot give.
[Illustration: Unique enclosures catch the eye and insure a reading of the letter. Here are shown two facsimile bonds—one, an investment bond and the other a guarantee bond; a sample of the diploma issued by a correspondence school and a $15.00 certificate to apply on a course. The axe-blade booklet carries the message of a wholesale hardware house, and the coupon, when filled out, calls for a free sample of toilet preparation.]
[Illustration: Neither printed descriptions nor pictures are as effective as actual samples of the product advertised. Here are shown different methods of sending samples of dress goods, shirtings and cloth for other purposes. At the right are some pieces of wood showing different varnishes and wall decorations, and at the bottom are veneers that show different furniture finishes; the various colored pieces of leather are likewise used by furniture houses in showing the styles of upholstering.]
It is the long, rambling sentences that topple a letter over onto the waste basket toboggan. But the sentence with a climax, working up interest step by step, is indispensable. By eye test, by mechanical test, by erasure test and by strength test, Orchard Hill Bond makes good its reputation as the best bond on the market for commercial use. There is nothing tiresome about such a sentence. There is no difficulty in following the writer's thought.
* * * * *