,
there are letter writers so uncouth in the handling of words that they
seem rude when really they only want to be brief. The only cure for a
writer of this sort is for him to spend some months with any good
English composition book trying to learn the language.

The second class of letters--those in which it is presumed that the
recipient will not want to read--comprises all the circular letters.
These are selling or announcement letters and it is hoped that they will
play the part of a personal representative. The great bulk of these
letters are sales letters. Their characteristic is that the writer and
the reader are unknown to each other. It is not quite accurate to say
that the reader will never want to read the letters--no one knows how
many of the millions of circular letters sent out are read. A farmer
will read practically every letter that comes to him; many business men
will throw every circular letter into the waste basket unread. It is
well to assume in this kind of letter, however, that the recipient does
not want to read it but that he will open and glance at it. It is up to
you to make such a good letter that the first glance will cause him to
read more.

There is no way of catching the man who throws letters away unopened;
any attempt to have the envelope tell what the letter should tell is apt
to be unfortunate, because it will have no effect upon the inveterate
tosser away and may deter even some of those who commonly do open
circular mail. The best method is to make the letter look so much like a
routine business letter that no one will dare to throw it away without
investigation.

The cost of a sales letter is not to be reckoned otherwise than by
results. The merit of a sales letter is to be judged solely by the
results. Therefore it is not a question of what kind of letter one
thinks ought to produce results. The single question is what kind of
letter does produce results.

There is only one way to ascertain results, and that is by test. No
considerable expenditure in direct mail solicitation and no form letter
should be extensively used without an elaborate series of tests.
Otherwise the money may be thrown away. The extent of the tests will
depend upon the contemplated expenditure. Every concern that sends out
many sales letters keeps a careful record of results. These records show
the letter itself, the kind of envelope, the typing, the signature, and
the kind of list to which it has been