expect to meet.

An advertising man in an eastern mining town was commissioned to
write a series of letters to miners, urging upon them the value of
training in a night school about to be opened. Now he knew all about
the courses the school would offer and he was strong on generalities
as to the value of education. But try as he would, the letters
refused to take shape. Then suddenly he asked himself, "What type of
man am I really trying to reach?"

And there lay the trouble. He had never met a miner face to face in
his life. As soon as he realized this he reached for his hat and
struck out for the nearest coal breaker. He put in two solid days
talking with miners, getting a line on the average of intelligence,
their needs--the point of contact. Then he came back and with a
vivid picture of his man in mind, he produced a series of letters
that glowed with enthusiasm and sold the course.

A number of years ago a printer owning a small shop in an Ohio city
set out to find a dryer that would enable him to handle his work
faster and without the costly process of "smut-sheeting." He
interested a local druggist who was something of a chemist and
together they perfected a dryer that was quite satisfactory and the
printer decided to market his product. He wrote fifteen letters to
acquaintances and sold eleven of them. Encouraged, he got out one
hundred letters and sold sixty-four orders. On the strength of this
showing, his banker backed him for the cost of a hundred thousand
letters and fifty-eight thousand orders were the result.

The banker was interested in a large land company and believing the