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Another unfortunate ending is a groveling servility in which the writer comes on his knees, as it were, begging for the privilege of presenting his proposition again at some future time. Here are the two last paragraphs of a three-paragraph letter sent out by an engraving company--an old established, substantial concern that has no reason to apologize for soliciting business, no reason for meeting other concerns on any basis except that of equality: "Should you not be in the market at the present time for anything in our line of work, we would esteem it a great favor to us if you would file this letter and let us hear from you when needing anything in the way of engraving.
This proposition must be accepted before Oct. " ***** Such an inducement is timely and doubly effective on this account. The appeal reaches the newspaper man at the season of the year when he is busiest; just the time when he most needs a folder, and the manufacturer provides for the first payment at the time of year when the average publisher has the largest bank account. Occasionally the most effective persuasion is a ginger talk, a regular "Come on, boys," letter that furnishes the dynamic force necessary to get some men started: CHAPTER 7 33 "There is no better time to start in this business than right now.
We are receiving inquiries right along from the best firms in the country who ask us to provide them with competent salesmen. " ***** Persuasion plays a small part in selling general commodities, such as machinery, equipment, supplies, and the articles of every-day business, but correspondence courses, insurance, banking, building and loan propositions and various investment schemes can be pushed and developed by an intelligent use of this appeal. " Description, explanation, argument and even persuasion are not enough to get the order.