PART II How to Write the Letter 5: How to Begin a Business Letter 6: How to Present Your Proposition 7: How to Bring the Letter to a Close

PART III Style—Making the Letter Readable 8: "Style" in Letter Writing—And How to Acquire It 9: Making the Letter Hang Together 10: How to Make Letters Original 11: Making the Form Letter Personal

PART IV The Dress of a Business Letter 12: Making Letterheads and Envelopes Distinctive 13: The Typographical Make-up of Business Letters 14: Getting a Uniform Policy and Quality in Letters 15: Making Letters Uniform in Appearance

PART V Writing the Sales Letter 16: How to Write the Letter That Will "Land" the Order 17: The Letter That Will Bring An Inquiry 18: How to Close Sales by Letter 19: What to Enclose With Sales Letters 20: Bringing in New Business by Post Card 21: Making it Easy for the Prospect to Answer

PART VI The Appeal to Different Classes 22: How to Write Letters That Appeal to Women 23: How to Write Letters That Appeal to Men 24: How to Write Letters That Appeal to Farmers

THIS MEANS MONEY TO YOU—BIG MONEY LET ME PAY YOUR NEXT MONTH'S RENT READ IT—ON OUR WORD IT'S WORTH READING STOP SHOVELING YOUR MONEY INTO THE FURNACE NOW LISTEN! I WANT A PERSONAL WORD WITH YOU CUT YOUR LIGHT BILL IN HALF

"EVEN IF YOU HAD TO PAY TO SECURE A COPY OF THIS LETTER—OR HAD TO TAKE A DAY OFF TO READ IT—YOU COULD NOT AFFORD TO FAIL TO CONSIDER IT."

HOW TO GET A POSITION AND HOW TO HOLD IT

HOW TO INCREASE YOUR ADVERTISING RECEIPTS

SCHEME 2—THE LAST CHANCE TO BUY

SCHEME 3—LOW PRICES DURING DULL SEASONS

SCHEME 4—CUT PRICES IN EXCHANGE FOR NAMES

SCHEME 5—THE SPECIAL "INTRODUCTORY PRICE"

SCHEME 6—SPECIAL TERMS TO PREFERRED CUSTOMERS

SCHEME 7—HOLDING GOODS IN RESERVE

SCHEME 8—THE FREE TRIAL OFFER

SCHEME 9—THE "YOUR MONEY BACK" OFFER

SCHEME 10—THE DISCOUNT FOR CASH

SCHEME 11—THE FIRST INSTALLMENT AS A "DEPOSIT"

SCHEME 12—SENDING GOODS FOR INSPECTION

SCHEME 13—THE EXPENSE VERSUS THE INVESTMENT ARGUMENT

SCHEME 14—THE RETURN POSTAL FILLED IN FOR MAILING

SCHEME 15—THE MONEY ORDER READY FOR SIGNATURE

SCHEME 16—ORDERING BY MARKS

SCHEME 17—THE COIN CARD

SCHEME 18—SENDING MONEY AT THE OTHER FELLOW'S RISK

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