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Yet there is no legerdemain about writing a good letter; it is neither a matter of luck nor of genius. Putting in the originality that will make it pull is not a secret art locked up in the mental storerooms of a few successful writers; it is purely a question of study and the application of definite principles. A lawyer is successful only in proportion to the understanding he has of the law--the study he puts on his cases; a physician's success depends upon his careful consideration of every symptom and his knowledge of the effect of every drug or treatment that he may prescribe.
The second paragraph shows how his time and "your money" is wasted in call-backs and in bench warming while the solicitor waits for an opportunity to be heard. The third paragraph tells how over-anxious the salesman is to close a sale when a few minutes is granted--and usually fails, at least the first time. The fourth paragraph shows how this costly process of selling can be reduced by using the mails; then follow a couple of specific paragraphs telling about the advantage of the company's machine.
Because the writer did not have this clear, definite idea of what he wanted to impress upon his prospect. Not one reader in ten would have the shallowest dent made in his attention by this letter, as he would have had if the writer had started out, for instance, with one idea of impressing upon the reader the facilities of his establishment and the large number of satisfied customers for whom it does work. With this dominant idea in mind, a correspondent has got to explain it and argue it so logically that the reader is convinced.
Business Correspondence by Anonymous