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There is nothing cold or distant in this letter; it does not flavor of a soulless corporation. It is intimate, it is so personal that we feel we are acquainted with the writer. We would not need an introduction—and what is more, we trust him, believe in him. Make the man feel that you and he are friends.
Write to the average college or university for a catalogue and it will be sent promptly with a stereotyped letter: "We are pleased to comply with your request," and so forth. But a little school in central Iowa makes the prospective student feel a personal interest in the school and in its officers by this letter:
My dear Sir:
The catalogue was mailed to you this morning. We have tried to make it complete and I believe it covers every important point. But I wish you could talk with me personally for half an hour—I wish you might go over our institution with me that I might point out to you the splendid equipment, the convenient arrangement, the attractive rooms, the ideal surroundings and the homelike places for room and board.
Won't you drop me a line and let me know what you think about our school? Tell me what courses you are interested in and let me know if I cannot be of some personal assistance to you in making your plans.
I hope to see you about the middle of September when our fall term opens.
Very cordially yours,
[Signature: Wallace E. Lee]
President.
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This letter, signed by the president of the institution, is a heart-to-heart talk that induces many students to attend that school in preference to larger, better-equipped colleges.