for granted that you would be interested. If, then, our goods will
mean to you many times that sum every year isn't the proposition
still more interesting? Do you not want us to demonstrate what we
say? Are you not willing to invest a little of your time watching
this demonstration?"

* * * * *

This reference to a hundred-dollar bill creates a concrete image
in the mind of the reader. The letters that first used this
attention-getter proved so effective that the idea has been worked
over in many forms. Here is the effective way one correspondent
starts out:


"If this letter were printed on ten-dollar bills it could scarcely
be more valuable to you than the offer it now contains. You want
money; we want your business. Let's go into partnership."

* * * * *

Here is a letter sent out by a manufacturer of printing presses:


"If your press feeders always showed up on Monday morning; if they
were never late, never got tired, never became careless, never
grumbled about working overtime, you would increase the output of
your plant, have less trouble, make more money--that is why you will
be interested in the Speedwell Automatic feeding attachment."