Page 245 - One Thousand Ways to Make $1000

1. is the start effeCtive?
Be careful it does not challenge the reader and put him into an antagonistic
frame of mind. When possible give it a new start, or embody it in the reason
for writing. Don’t start off from nowhere.

1 d oes it invite reading?
Are paragraphs short and margins wide? Is it free from erasures? Is the
signature legible?

2 d oes it appeaL to the reader’s seLf-interest?
The motives that make men act are: (1) Love; (2) Gain; (3) Pride; (4) Duty;
(5) Fear; (6) Self-Indulgence. Unless your letter appeals to these motives in
an irresistible way you will not get action.

2 is it easY to understand?
Break up all involved sentences into several short ones. Use a sentence for
each idea. Be careful about pronouns; be sure that the reference is clear in
each case. Avoid parenthetical and explanatory clauses.

3 d oes it make him Want What You are seLLing?
You cannot sell a man something he does not want. If you are selling a chair
make him think how nice it would feel to lounge in a big easy chair and
smoke his after-dinner cigar.

3 i s the aCtion Continuous?
Blue pencil all meaningless words and phrases. Get the message you want to
convey clearly fixed in your mind and make each step in the letter a step to
that end.

4 d oes it Create ConfidenCe? Are you asking him to take your word—a stranger
whom he has never even met—that what you say is true? Why not use a
testimonial paragraph and let someone else tell about your virtues? What
provision have you made in case he is not satisfied?

4 d oes it refLeCt Your personaLitY? Tone down extravagant statements that will
give the impression you are a braggart. Let it carry an atmosphere of sincerity
and desire to serve. Be watchful for superlatives and the use of the word