* * * * *

This is a concise summary of a longer description that had been
given in a previous letter and it explains why the shoes will give
satisfaction.

Here is the paragraph by which the manufacturer of a time-recording
device, writing about the advantages of his system puts in
explanation plus argument:


"Every employee keeps his own time and cannot question his own
record. All mechanism is hidden and locked. Nothing can be tampered
with. The clock cannot be stopped. The record cannot be beaten.

"This device fits into any cost system and gives an accurate record
of what time every man puts on every job. It serves the double
purpose of furnishing you a correct time-on-job cost and prevents
loafing. It stops costly leaks and enables you to figure profit to
the last penny."

* * * * *

Explanation may run in one of many channels. It may point out how
the careful selection of raw material makes your product the best,
or how the unusual facilities of your factory or the skill of your
workmen, or the system of testing the parts assures the greatest
value. You might explain why the particular improvements and the
patents on your machines make it better or give it greater capacity.
The description and the explanation must of necessity depend upon