"If you have had no sickness, and consequently, have never felt the humiliation of calling on strangers for sick benefits—even though it were only a temporary embarrassment—you are a fortunate man.
"Health is always an uncertain quantity—you have no assurance that next week or next month you will not be flat on your back—down and out as far as selling goods is concerned. And sickness not only means a loss of time but an extra expense in the way of hospital and doctor bills."
* * * * *
In the next paragraph the idea is further strengthened; a new thought is presented with additional force:
"If there is one man on earth who needs protection by insurance against sickness it is you. There are two thousand one hundred and fifty ailments covering just such diseases as you, as a traveling man, expose yourself to every day."
* * * * *
These are specific facts, therefore decidedly forceful. Then, while interest is at its height, another paragraph presents a specific offer:
"We will protect you at an extremely low annual cost. We guarantee that the rate will not exceed $9.00 a year—that's less than two and a half cents a day. Think of it—by paying an amount so small that you will never miss it, you will secure benefits on over two thousand sicknesses—any one of which you may contract tomorrow."
* * * * *
Here is the logical presentation of subject matter by paragraphs, leading up from an interest-getting general statement to a specific proposition. Break this continuity of ideas by a space filler or an inconsequential argument and the reader loses interest that it will be hard to regain.