28 



THE SMALL NURSERY 



Rewriting this to conform to the proper principles ot 

 selling, we would get a result like this: 



Mr. John Jones, 

 Nurseryville, N. Y. 



You certainly have a most attractive place, Mr. Jones, but as we 

 were passing the other day we noticed what an improvement could be 

 made by planting a row of tall, graceful Lombardy Poplars up each 

 side of the avenue leading to the house. 



These trees, as you know, are quick growing, require little care, and 

 are comparatively inexpensive. The Spring is the right time to plant 

 them and we are prepared to make delivery at once, at the special price 

 of $1 for good strong trees. 



We urge you to order soon before it is too late. 



Very truly, 



Any Nursery Company. 



You will note that there have been made the following 

 changes which illustrate the four developments of all 

 seUing effort as mentioned before: 



In the second letter we first attract the reader's 

 attention by offering a compliment and addressing him 

 in a sort of familiar way whch is pleasing to read. 



Next we arouse his desire by careful description. 



In the second paragraph we aim to clinch the argument 

 and convince his mind by showing the ease with which 

 he can gain the effect described. 



Finally, we stimulate action by a definite suggestion 

 in the form of a special price and an offer of prompt 

 delivery. Also the letter is ended without the use of a 

 participle form, which is now considered to be in poor taste. 



The first letter has the same intent as the second, but it 

 does everything backward, trying to stimulate action 

 before attention has been arrested; it is generally weak 

 all through. 



While it may be true that the first example is an over- 

 drawn illustration, the writer has seen many letters that 

 were just as poor, and no writer can hope to do differently 

 until he understands the principles enunciated above. 



