this morning, and he told me that you had written to us concerning
our correspondence course."

* * * * *

These personal touches bring the writer and reader close together
and pave the way for a man-to-man talk.

Then there is a way of getting attention by some novel idea,
something unusual in the typography of the letter, some unusual
idea. One mail-order man puts these two lines written with a
typewriter across the top of his letterheads:


"EVEN IF YOU HAD TO PAY TO SECURE A COPY OF THIS LETTER--OR HAD TO
TAKE A DAY OFF TO READ IT--YOU COULD NOT AFFORD TO FAIL TO CONSIDER
IT."

* * * * *

Few men would receive a letter like that without taking the time to
read it, at least hurriedly, and if the rest of the argument is
presented with equal force the message is almost sure to be carried
home.

Another mail-order house sending out form letters under one-cent
postage, inserts this sentence directly under the date line, to the
right of the name and address: