e directly to
the argument you have selected.

V. Clinching Results

When you have attracted the attention of your reader and carried him
along through a logical argument to the conviction that he wants your
goods, one thing more remains. He must be induced to act upon his
conviction. Up to this point his part has been passive; he has been
asked merely to sit in his easy chair and read what you have to say. Now
he must be aroused to activity; he must be brought to the point of
putting on his hat and coat and going out to buy your goods. The
strongest language form at our command is required here, the direct
urgent imperative. Involuntarily people tend to obey orders that are
given them. The appeal must, of course, be courteous, so as not to
offend; but it must be strong enough to induce action. Compare the
strength of "Sign here for free booklet" with "If you will sign on this
line, we will send you our free booklet."

When your reader has been aroused to action, his way should be made as
easy as possible. Every direction that he may need should be plainly
before him, every convenience that will reduce his action to a minimum.
He should be told clearly how and where he can get the goods that you
have convinced him he wants, your name, your address, your telephone
number, and everything else that will enable him to reach you promptly
and certainly.

VI. Assignment III

Write a compelling sentence for each of the advertisements constructed
in Assignment II (a), adding the necessary conclusion.

Construct a series of five advertisements, each dealing with a single
attractive feature of one of the articles selected in the preceding
work. Each advertisement should carry its argument through from
attention to action.

VII. Suggested Reading

James Parton's _Captains of Industry_.

VIII. Memorize

THE PULLEY

When God at first made man,
Having a glass of blessing standing by;
Let us (said he) pour on him all we can:
Let the world's riches which dispersed lie
Contract into a span.

So strength first made a way;
Then beauty flow'd, then wisdom, honour, pleasure;
When almost all was out, God made a stay,
Perceiving that alone, of all his treasure,
Rest in the bottom lay.

For if I should (said he)
Bestow this jewel also on my creature,
He would adore my gifts instead of me,
And rest in Nature, not the God of Nature;
So both