is up to you to prove your case.

Good business letter, consciously or unconsciously usually contains
four elements: description, explanation, argument and persuasion.
These factors may pass under different names, but they are present
and most correspondents will include two other elements--inducement
and clincher.

In this chapter we will consider description, explanation and
argument as the vehicles one may use in carrying his message to the
reader.

An essential part of all sales letters is a clear description of the
article or goods--give the prospect a graphic idea of how the thing
you are trying to sell him looks, and this description should follow
closely after the interest-getting introduction. To describe an
article graphically one has got to know it thoroughly: the material
of which it is made; the processes of manufacture; how it is sold
and shipped--every detail about it.

There are two extremes to which correspondents frequently go. One
makes the description too technical, using language and terms that
are only partially understood by the reader. He does not appreciate
that the man to whom he is writing may not understand the technical
or colloquial language that is so familiar to everyone in the house.

For instance, if a man wants to install an electric fan in his
office, it would be the height of folly to write him a letter filled
with technical descriptions about the quality of the fan, the
magnetic density of the iron that is used, the quality of the