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The great majority of business letters are not forcible; they are not productive. They have no style. The meat is served without a dressing. The letters bulge with solid facts, stale statements and indigestible arguments--the relishes are lacking. Either the writers do not realize that effectiveness comes only with an attractive style or they do not know how a crisp and invigorating style can be cultivated. Style has nothing to do with the subject matter of a letter. Its only concern is in the language used--in the words and sentences which describe, explain and persuade, and there is no subject so commonplace, no proposition so prosaic that the letter cannot be made readable and interesting when a stylist takes up his pen.
That is fatal. So write a letter that the reader will easily and, therefore, unconsciously and almost perforce, follow from the first word to the last--then your message reaches him. How to secure this continuity depends on the subject and on the prospect. Appealing to the average man, association of thoughts furnishes the surest medium for continuity. If you lead a man from one point to another point that he has been accustomed to associating with the first point, then he will follow you without a break in his thought.
We need a representative in your city. " ***** Then follows a second paragraph giving the selling price of a "complete outfit" although there has not been a line in the letter to warm up the reader, to interest him in the proposition, to point out how he can make money and show him where he will benefit by handling this particular line. After this poor beginning the letter goes on with its explanation and argument, but the message is lost--a message that might have borne fruit had the writer repressed his own selfish motives and pointed out how the reader would gain.
Business Correspondence by Anonymous