How To _Present_ Your
PROPOSITION

PART II--HOW TO WRITE THE LETTER--CHAPTER 6


_After attention has been secured, you must lead quickly to your
description and explanation; visualize your product and introduce
your proof, following this up with arguments. The art of the letter
writer is found in his ability to lead the reader along, paragraph
by paragraph, without a break in the_ POINT _of_ CONTACT _that has
been established. Then the proposition must be presented so clearly
that there is no possibility of its being misunderstood, and the
product or the service must be coupled up with the_ READER'S NEEDS

_How this can be done is described in this chapter_

* * * * *

After you have attracted attention and stimulated the interest of
the reader, you have made a good beginning, but only a beginning;
you then have the hard task of holding that interest, explaining
your proposition, pointing out the superiority of the goods or the
service that you are trying to sell and making an inducement that
will bring in the orders. Your case is in court, the jury has been
drawn, the judge is attentive and the opposing counsel is alert--it