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The advantage of having the fill-in at the end of the paragraph is because names vary so much in length that they seldom just fill the space that is left and when there is a long blank space, as in the sentence given above, the scheme is anything but effective.
A manufacturer of automobiles, writing old customers who might wish to exchange their machines for newer models, added a real personal touch by filling in the serial number of each machine at the end of a line. Another individual touch was added in this way:
"You will be interested to know that we have recently sold one of our machines to a near neighbor of yours, Mr. Henry C. Smith of Rock Creek."
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This sentence was so phrased that the neighbor's name came at the end of a line and could be easily filled in.
A furniture manufacturer works in a personal touch by closing a paragraph of his letter with this sentence:
"You can find our liberal offer to ship freight pre-paid to Rogers
Park on page 3 of the catalogue."
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The name of the town and page number of the catalogue came at the end of the sentence. Another manufacturer opened his letter with this sentence: "On April 2, we received your inquiry." In this case, "On April 2," was filled in at the beginning of the sentence. Both schemes give the "one-man" attitude. A personal touch in the body of the letter indicates an individual communication—as it really is.