19: What to Enclose With Sales Letters
20: Bringing in New Business by Post Card
21: Making it Easy for the Prospect to Answer


PART VI
_The Appeal to Different Classes_
22: How to Write Letters That Appeal to Women
23: How to Write Letters That Appeal to Men
24: How to Write Letters That Appeal to Farmers



What You Can _Do_ With a
POSTAGE STAMP

PART I--PREPARING TO WRITE THE LETTER--CHAPTER 1


_Last year [1910] fifteen billion letters were handled by the post
office--one hundred and fifty for every person. Just as a thousand
years ago practically all trade was cash, and now only seven per
cent involves currency, so nine-tenths of the business is done today
by letter while even a few decades ago it was by personal word. You
can get your prospect, turn him into a customer, sell him goods,
settle complaints, investigate credit standing, collect your
money_--ALL BY LETTER. _And often better than by word of mouth. For,
when talking, you speak to only one or two; by letter you can talk
to a hundred thousand in a sincere, personal way. So the letter is
the_ MOST IMPORTANT TOOL _in modern business--good letter writing is