towns. He subscribes to the best farm papers and clips out pictures
that are typical of rural life, especially those that represent
types and show activities of the farm, the furnishings of the
average farm house--anything that will make clearer the environment
of the men and women who buy his goods. When he sits down to write a
letter he looks through this book until he finds some picture that
typifies the man who needs the particular article he wants to sell
and then he writes to that man, keeping the picture before him,
trying to shape every sentence to impress such a person. Other
correspondents are at a loss to understand the pulling power of his
letters.

A sales manager in a typewriter house keeps the managers of a score
of branch offices and several hundred salesmen gingered up by his
weekly letters. He prepares to write these letters by walking
through the factory, where he finds inspiration in the roar of
machinery, the activity of production, the atmosphere of actual
creative work.

There are many sources of inspiration. Study your temperament, your
work and your customers to find out under what conditions your
production is the easiest and greatest. It is neither necessary nor
wise to write letters when energies and interest are at a low ebb,
when it is comparatively easy to stimulate the lagging enthusiasm
and increase your power to write letters that bring results.




How To _Begin_ A BUSINESS