That is where he lives day and night. Knock at that door and you
will find him at home. Touch upon some vital need in his business--
some defect or tangle that is worrying him--some weak spot that he
wants to remedy--some cherished ambition that haunts him--and you
will have rung the bell of his interest. A few openings that are
designed to get the reader's attention and induce him to read
farther, are shown here:


"Your letter reached me at a very opportune time as I have been
looking for a representative in your territory."

* * * * *


"By using this code you can telegraph us for any special article you
want and it will be delivered at your store the following morning.
This will enable you to compete with the large mail-order houses. It
will give you a service that will mean more business and satisfied
customers."

* * * * *


"You can save the wages of one salesman in every department of your
store. Just as you save money by using a typewriter, addressograph,
adding machine, cash register and other modern equipments, so you
can save it by installing a Simplex."