they want to know; he uses the arguments that "get under the skin."

He spent years in preparing to write his letters and bought and sold
land with prospects "face to face" long before he attempted to deal
with them by letter. He talked and thought and studied for months
before he dipped his pen into ink.

Now before he starts a letter, he calls to mind someone to whom he
has sold a similar tract in the past; he remembers how each argument
was received; what appeals struck home and then, in his letter, he
talks to that man just as earnestly as if his future happiness
depended upon making the one sale.

The preparation to write the letter should be two-fold: knowing your
product or proposition and knowing the man you want to reach. You
have got to see the proposition through the eyes of your prospect.
The printer sold his ink dryer because he looked at it from the
angle of the buyer and later he sold real estate, but not until he
covered up his own interest and presented the proposition from the
viewpoint of the prospect.

Probably most successful letter writers, when they sit down to
write, consciously or unconsciously run back over faces and
characteristics of friends and acquaintances until they find someone
who typifies the class they desire to reach. When writing to women,
one man always directs his appeal to his mother or sister; if trying
to interest young men he turns his mind back to his own early
desires and ambitions.

Visualize your prospect. Fix firmly in your mind some one who