FINE phrases and interesting anecdotes are not what bring replies to the sales letter. The prospect may enthuse over your literary touch and swear at the delay you have caused in his work. He may chuckle over your wit - and chuck your proposition into the waste.
The only thing that sometimes redeems stupid paragraphs - that makes clever wording irresistible - is a reason to act at once, a subtle demand that must be met now, a simple why that puts this particular, brief task above the dozens which clamor to be done today and must - some of them - await the tomorrows.
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