You have seen the beautiful new look and rich luster charm of a high-priced fabric. You can find this same quality in Linette at only thirty-nine cents a yard, and then—just think—it will stay in your dress through wearing, washing and wetting, and you will be surprised to see how easily dresses made of it may be washed and ironed and what long service the material will give.
Very truly yours.
[Signature: Anderson & Anderson]
* * * * *
In this letter there is not the faintest suggestion of the profits that the writer hopes to make by the sale. A man is going to listen just as long as you talk about him; a woman will keep on reading your letter as long as you talk about her. Shout "You" and whisper "me" and your letter will carry home, straight to the heart of the reader.
A capitalized "YOU" is often inserted in letters to give emphasis to this attitude. Here is a letter from a clothing concern:
Dear Madam,
Remember this—when we make your suit we make it for YOU just as much as if you were here in our work roomed and, furthermore, we guarantee that it will fit YOU just a perfectly as if you bought it of an individual tailor. We guarantee this perfection or we will refund your money at once without question, and pay the express charges both ways.
We have tried hard to make this style-book interesting and beautiful to you and full of advantage for YOU.
Your friends will ask "Who made your suit?" and we want you to be proud that it is YOUR suit and that WE made it.
Yours very truly,
[Signature: Adams & Adams ]