"The catalogue is too large to enclose with this letter and so you
will find it in another envelope. You will find on page 4 a complete
description of the Wonder System of Lighting, explaining just how it
will cut down your light bill. This system is adapted to use in
stores, factories, public halls and homes--no matter what you want
you will find it listed in this catalogue."

* * * * *

Then it is possible to secure attention by some familiar allusion,
some reference to facts with which the reader is familiar:


"In our fathers' day, you know, all fine tableware was hand
forged--that meant quality but high cost."

* * * * *

The opening statement secures the assent of the reader even before
he knows what the proposition is. Sometimes an allusion may be
introduced that does not come home so pointedly to the reader but
the originality of the idea appeals to him. By its very cleverness
he is led to read further. Here is the beginning of a letter sent
out by an advertising man and commercial letter writer:


"The Prodigal Son might have started home much sooner had he
received an interesting letter about the fatted calf that awaited
his coming.