Do not let an opportunity pass to give the enclosure the same personal touch that you aim at in the letter. Some houses even sign the reader's name to the card. A pencil or pen mark over some particular feature of the enclosure is another way to suggest personal attention.
Refer to the enclosure in a way that indicates individual attention. A correspondence school takes off the weight of the overload of enclosures by inserting this paragraph:
"So in order that you may properly understand our proposition I am enclosing these circulars and application blanks. It is impossible to tell one whole story in a single letter, or even a series of letters. To make them perfectly plain I have asked my stenographer to number them with a pen, and I will refer to them in this letter in that order."
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A manufacturer who has succeeded in the mail-order business turns down a page in his catalogue, and refers to it in this way:
"I have turned down the corner of a page—39—in my catalogue that I particularly want you to read. On this page you will find pictured and described the best value in a single-seated carriage ever offered to the public. Turn to this page now and see if you can afford not to investigate this proposition further."
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A successful campaign prepared by a wholesale house consisted simply of a letter and a cheap-looking yellow circular, across the top of which had been printed with a typewriter duplicating machine this heading:
"There is no time to prepare an elaborate circular—the time limit set on this offer is too short."
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