* * * * *

This paragraph summarizes many of the troubles of the employing
printer. It "gets under his skin," it is graphic, depicting one of
the greatest problems of his business and so he is certain to read
the letter and learn more about the solution that it offers.

This same paragraph might also be used as a good illustration of
that effective attention-getter, the quick appeal to the problems
that are of most concern to the reader. The one great trouble with
the majority of letters is that they start out with "we" and from
first to last have a selfish viewpoint:


"We have your valued inquiry of recent date and, as per your
request, we take pleasure in enclosing herewith a copy of our latest
catalogue," and so forth.

* * * * *

Don't begin by talking about yourself, your company, your business,
your growth, your progress, your improved machinery, your increased
circulation, your newly invested capital. The reader has not the
faintest interest in you or your business until he can see some
connection between it and his own welfare. By itself it makes no
play whatever to his attention; it must first be coupled up with his
problems and his needs.

Begin by talking about him, his company, his business, his progress,
his troubles, his disappointments, his needs, his ambition.