This is a friction clutch on the imagination that carries the
reader's interest to the end.

One writer avoids bringing technical descriptions into his letters,
at the same time carrying conviction as to the quality of his goods:


"This metal has been subjected to severe accelerated corrosion tests
held in accordance with rigid specifications laid down by the
American Society for Testing Material, and has proven to corrode
much less than either charcoal iron, wrought iron, or steel sheet.

"A complete record of these tests and results will be found on the
enclosed sheet."

* * * * *

Then there are times when description may be almost entirely
eliminated from the letter. For instance, if you are trying to sell
a man a house and lot and he has been out to look at the place and
has gone over it thoroughly, there is little more that you can say
in the way of description. Your letter must deal entirely with
arguments as to why he should buy now--persuasion, inducement. Or,
if you are trying to sell him the typewriter that he has been trying
out in his office for a month, description is unnecessary--the load
your letter must carry is lightened. And there are letters in which
explanation is unnecessary. If you are trying to get a man to order
a suit of clothes by mail, you will not explain the use of clothes
but you will bear down heavily on the description of the material
that you put into these particular garments and point out why it is