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Time, energy and money are alike wasted in creating desire if you fail to crystallize it in action. Steer your letter away from the hold-over file as dexterously as you steer it away from the waste basket. It is not enough to make your prospect want to order, you must make it easy for him to order by enclosing order blanks, return envelopes, instructions and other "literature" that will strengthen your arguments and whet his desire; and more than that, you must reach a real climax in your letters--tell the prospect what to do and how to do it.
Just as long as you CHAPTER 7 36 spend postage on a prospect treat him as a probable customer. Assume that he is interested; take it for granted that there is some reason why he has not replied and present new arguments, new persuasion, new inducements for ordering now. A firm handling a line very similar to that of the firm which sent out the letter quoted above, always maintains the attitude that the prospect is going to order some time and its close fairly bristles with "do it now" hooks: "Step right over to the telegraph office and send us your order by telegraph at our expense.
Avoid long, unfamiliar words. Clothe your thoughts in words that no one can mistake--the kind of language that men use in the office and on the street. Do not make the reader work to see your point; he is busy, he has other things to do--it is your proposition and it is to your interest to put in that extra work, those additional minutes that will make the letter easily understood. It is too much to expect the reader to exert himself to dig out your meaning and then enthuse himself over your proposition.