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This book has 24 chapters on preparing to write the letter and finding the proper viewpoint; how to open the letter, present the proposition convincingly, make an effective close; how to acquire a forceful style and inject originality; how to adapt selling appeal to different prospects and get orders by letter- proved principles and practical schemes illustrated by extracts from 217 actual letters PART I-PREPARING TO WRITE THE LETTER-CHAPTER 1 Last year  fifteen billion letters were handled by the post office-one hundred and fifty for every person. Just as a thousand years ago practically all trade was cash, and now only seven per cent involves currency, so nine-tenths of the business is done today by letter while even a few decades ago it was by personal word.
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