"You have certainly been very patient with me in the matter of your
order and I wish to thank you for this."

* * * * *

Here are the first five paragraphs of a two-page letter from
an investment firm. The length of the letter is greatly against
it and the only hope the writer could have, would be in getting
the attention firmly in the opening paragraph:


"My dear Mr. Wilson:

"I want to have a personal word with you to explain this matter.

"I don't like to rush things; I believe in taking my time. I always
try to do it. I want you to do the same thing, but there are
exceptions to all rules: sometimes we cannot do things just the way
we want to and at the same time reap all the benefits.

"Here is the situation. I went out to the OIL FIELDS OF CALIFORNIA
and while there I DID DEVOTE PLENTY AND AMPLE TIME TO PROPER
INVESTIGATION. I went into the thing thoroughly. I went there
intending to INVEST MY OWN MONEY if I found things right.

"My main object in leaving for California was to INVESTIGATE FOR MY
CLIENTS, but I would not advise my clients to invest THEIR money
unless the situation was such that I would invest MY OWN money.