It is your work to clear away the mass of encumbering material of thoughts, so that you may bring into plain view the precious thing at the center of the mass.
Robert CollierBefore you put pen to paper, before you ring for your stenographer, decide in your own mind what effect you want to produce on your reader — what feeling you must arouse in him.
Robert CollierStudy your reader first - your product second. If you understand his reactions, and present those phases of your product that relate to his needs, then you cannot help but write a good letter.
Robert Collier