to his advantage to order direct of the manufacturers.

But if you are presenting a new proposition, it is necessary to
explain its nature, its workings, its principles and appliances. If
you are trying to sell a fountain pen you will not waste valuable
space in explaining to the reader what a fountain pen is good for
and why he should have one, but rather you will give the reasons for
buying your particular pen in preference to others. You will explain
the self-filling feature and the new patent which prevents its
leaking or clogging.

It is not always possible to separate description and explanation.
Here is an illustration taken from a letter sent out by a mail-order
shoe company:


"I hope your delay in ordering is not the result of any lack of
clear information about Wearwells. Let me briefly mention some of
the features of Wearwell shoes that I believe warrant you in
favoring us with your order:

(A) Genuine custom style;
(B) Highest grade material and workmanship;
(C) The best fit--thanks to our quarter-sized system--that it is
possible to obtain in shoes;
(D) Thorough foot comfort and long wear;
(E) Our perfect mail-order service; and
(F) The guaranteed PROOF OF QUALITY given in the specification
tag sent with every pair."