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Any one of four attitudes will secure this attention. First of all, there may be a personal touch and an originality of thought or expression that commands immediate attention; in the second place, one can make use of the man-to-man appeal; then there is the always-forceful, never-to-be-forgotten "you" element; and finally, there are news items which are nearly always interest-getters. By any one of these appeals, or better, by a combination of appeals, a letter can be given an individuality, a vitality, that will make it rise above the underbrush of ordinary business correspondence.
That's mighty handy. Few engines are built like this. It costs a good deal of extra money but it does give a lot of extra satisfaction. Nothing shoddy about the equipment described in the bulletin, is there? No. We don't make these supplies ourselves, but we do watch out and see that the other fellow gives us the best in the market because WE GUARANTEE IT. This sounds very nice on paper, you think. Well, we have over four thousand customers in Kansas. Mr. W. O. Clifford, who lives not so far from you, has used a Wilbur for three years.
After telling the prospect about the purchase of a number of drawing outfits it follows with this paragraph: "It was necessary to place this large order in order to secure the sets at the lowest possible figure. Knowing that this number will exceed our weekly sales, we have decided to offer these extra sets to some of the ambitious young men who have been writing to us. If you will fill out the enclosed scholarship blank and mail at once we will send you one of these handsome sets FREE, express prepaid.