I know you'll like it—I liked it myself. I'm so sure of it I am enclosing a ten-cent coin card for you to use in ordering it. A dime in the card and postage stamp on the letter will bring you the book by first mail. "Nuff said."
"73" E. N. RICHARDSON.
P. S.—I am enclosing another card for your night operator, if you have one—I'd hate to have him feel that I had slighted him.
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This letter, sent out under a one-cent stamp to 80,000 agents, pulled 22,000 replies with the money. The writer did not address them individually, but he knew how to flag the interest of a station agent—by working in familiar allusions he at once found the point of contact and made the letter so personal that it pulled enormous results
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No other appeal is so direct, so effective, as that which is summed up in the words "you," "your business," "your profits," "your welfare." "It costs you too much to sell crockery, but your selling expense can be cut down by utilizing your space to better advantage;" "Your easiest profits are those you make by saving expense;" "Did you ever figure up the time that is wasted in your mailing department by sealing and stamping one letter at a time?"— these are the letters that will be read through. Keep before the reader his interest. Show him how your proposition would benefit him.
This letter was sent to lady customers by a mail-order house:
Dear Madam:
You want a dress that does not sag—that does not grow draggy and dowdy? Then you want to make it of Linette—the new dress goods.