forenoon. They can cover the same territory a week later and call
again and again just as often as you desire. You cannot time the
letter's call to the hour but you can make sure it reaches the
prospect on the day of the week and the time of the month when he is
most likely to give it consideration. You know exactly the kind of
canvass every letter is making; you know that every call on the list
is made.

The salesman must look well to his laurels if he hopes to compete
successfully with the letter as a selling medium. Put the points of
advantage in parallel columns and the letter has the best of it;
consider, in addition, the item of expense and it is no wonder
letters are becoming a greater factor in business.

The country over, there are comparatively few houses that appreciate
the full possibilities of doing business by mail. Not many
appreciate that certain basic principles underlie letter writing,
applicable alike to the beginner who is just struggling to get a
foothold and to the great mail-order house with its tons of mail
daily. They are not mere theories; they are fundamental principles
that have been put to the test, proved out in thousands of letters
and on an infinite number of propositions.

The correspondent who is ambitious to do by mail what others do by
person, must understand these principles and how to apply them. He
must know the order and position of the essential elements; he must
take account of the letter's impersonal character and make the most
of its natural advantages.

Writing letters that pull is not intuition; it is an art that anyone