Letter

PART II--HOW TO WRITE THE LETTER--CHAPTER 5


_From its saluation to its signature a business letter must hold the
interest of the reader or fail in its purpose. The most important
sentence in it is obviously the_ FIRST _one, for upon it depends
whether the reader will dip further into the letter or discard it
into the waste basket_. IN THAT FIRST SENTENCE THE WRITER HAS HIS
CHANCE. _If he is really capable, he will not only attract the
reader's interest in that first sentence, but put him into a
receptive mood for the message that follows. Here are some sample
ways of "opening" a business letter_

* * * * *

No matter how large your tomorrow morning's mail, it is probable
that you will glance through the first paragraph of every letter you
open. If it catches your attention by reference to something in
which you are interested, or by a clever allusion or a striking head
line or some original style, it is probable you will read at least
the next paragraph or two. But if these paragraphs do not keep up
your interest the letter will be passed by unfinished. If you fail
to give the letter a full reading the writer has only himself to
blame. He has not taken advantage of his opportunity to carry your
interest along and develop it until he has driven his message home,
point by point.

In opening the letter the importance of the salutation must not be