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Writing

How to Become a Writer-Salesman

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"Inquiries are the seed from which spring sales. A good inquiry-bringing letter can easily double or treble the volume of sales by bringing in double or treble the past ratio of inquiries. As we proceed we will see that ALL well written letters (Inquiry-Bringers, Sales and Follow-Ups) are governed by one set of principles in their construction. They must each arouse Attention, create Interest, stimulate Desire, and bring about Action,

"To my mind a good letter, accomplishing the purpose for which it is intended, compares in principle exactly with the principle of the wedge, and this may be illustrated as follows, the wedge being the letter itself, and the divisions different parts of that letter.

"The opening paragraph is the sharp end of the wedge, representing the Attention section; as perusal proceeds Attention deepens to Interest, then to Desire, and finally, around the last paragraph, to Action.

"Let us take a typical 'Inquiry-Bringer' and see if we can observe these principles working out in mathematical sequence—the following letter brought forty per cent inquiries on an investment proposition — an extraordinarily high percentage in a field where the average 'Inquiry - Bringer' secures about 2 to 6 per cent only of inquiries.

"Observe how closely the letter follows mentally t«he 'wedge' principle that we illustrate physically. This is one secret of its success. "If the letter is carefully studied another secret for its success will disclose itself, constituting a second and very effective principle to use in 'Inquiry-Getting' letters, provided it is not carried too far.

"I consider this second principle of great importance and I want you, reader, to find it yourself, out of the letter, if you can.

What Made This Letter 'Pull?'

"Apart from the construction and wording of this letter, what made it 'pull' the inquiries as it did? What factor in human nature was played on so that readers fairly 'itched' to answer it? The factor worked upon can be expressed in one word—what is that word? If, after reading the letter, you feel as if you would like to answer it and get the reply, ask yourself why. Ask yourself what urge the letter contains to make you feel that way. If you come at the matter this way it is safe to say I will have succeeded in getting a principle of successful letter writing into your mind that you will never forget, but, on the contrary, will use to your profit year after year.

"Our next chapter will tell you the second factor that made the letter 'pull.' Try and anticipate that information so that you may compare notes.

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