No matter what your line may be, you have got to use some such
method if you are going to make your letters pull the orders.
Materialize your prospect; overcome every objection and connect
_their_ problems with _your_ products.

When you sit down to your desk to write a letter, how do you get
into the right mood? Some, like mediums, actually work themselves
into a sort of trance before starting to write. One man insists that
he writes good letters only when he gets mad--which is his way of
generating nervous energy.

Others go about it very methodically and chart out the letter, point
by point. They analyze the proposition and out of all the possible
arguments and appeals, carefully select those that their experience
and judgment indicate will appeal strongest to the individual whom
they are addressing. On a sheet of paper one man jots down the
arguments that may be used and by a process of elimination,
scratches off one after another until he has left only the ones most
likely to reach his prospect.

Many correspondents keep within easy reach a folder or scrapbook of
particularly inspiring letters, advertisements and other matter
gathered from many sources. One man declares that no matter how dull
he may feel when he reaches the office in the morning he can read
over a few pages in his scrapbook and gradually feel his mind clear;
his enthusiasm begins to rise and within a half hour he is keyed up
to the writing mood.

A correspondent in a large mail-order house keeps a scrapbook of
pictures--a portfolio of views of rural life and life in small