to every family in your town, or it will go further and build a
counter across the continent for you.

If you are a manufacturer or wholesaler selling to the trade, the
letter will find prospects and win customers for you in remote towns
that salesmen cannot profitably reach.

But the letter is not only a direct salesman, it is a supporter of
every personal sales force. Judiciously centered upon a given
territory, letters pave the way for the salesman's coming; they
serve as his introduction. After his call, they keep reminding the
prospect or customer of the house and its goods.

Or, trained by the sales manager upon his men, letters keep them in
touch with the house and key up their loyalty. With regular and
special letters, the sales manager is able to extend his own
enthusiasm to the farthest limits of his territory.

So in every phase of selling, the letter makes it possible for you
to keep your finger constantly upon the pulse of trade.

If you are a wholesaler or manufacturer, letters enable you to keep
your dealers in line. If you are a retailer, they offer you a medium
through which to keep your customers in the proper mental attitude
toward your store, the subtle factor upon which retail credit so
largely depends. If you sell on instalments, letters automatically
follow up the accounts and maintain the inward flow of payments at a
fraction of what any other system of collecting entails.

Do you have occasion to investigate the credit of your customers?