words just as you would talk to him if you were in his office or in
his home. That is, the _right_ letter. It reflects your personality
and not that of some third person who may be working for a
competitor next year.

The letter, if clearly written, will not misrepresent your
proposition; its desire for a commission or for increased sales will
not lead it to make exaggerated statements or unauthorized promises.
The letter will reach the prospect just as it left your desk, with
the same amount of enthusiasm and freshness. It will not be tired
and sleepy because it had to catch a midnight train; it will not be
out of sorts because of the poor coffee and the cold potatoes served
at the Grand hotel for breakfast; it will not be peeved because it
lost a big sale across the street; it will not be in a hurry to make
the 11:30 local; it will not be discouraged because a competitor is
making inroads into the territory.

You have the satisfaction of knowing that the letter is immune from
these ills and weaknesses to which flesh is heir and will deliver
your message faithfully, promptly, loyally. It will not have to
resort to clever devices to get past the glass door, nor will it be
told in frigid tones by the guard on watch to call some other day.
The courtesy of the mail will take your letter to the proper
authority. If it goes out in a dignified dress and presents its
proposition concisely it is assured of a considerate hearing.

It will deliver its message just as readily to some Garcia in the
mountains of Cuba as to the man in the next block. The salesman who
makes a dozen calls a day is doing good work; letters can present
your proposition to a hundred thousand prospects on the one