Knowing that you have working with you a force, which never yet has failed in anything it has undertaken, you can go ahead in the confident knowledge that it will not fail in your case, either.

Study 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.

You must intensify and render continuous by repeatedly presenting with suggestive ideas and mental pictures of the feast of good things, and the flowing fountain, which awaits the successful achievement or attainment of the desires.

Vision - It reaches beyond the thing that is, into the conception of what can be. Imagination gives you the picture. Vision gives you the impulse to make the picture your own.

You cannot hold on to anything good. You must be continually giving - and getting. You cannot hold on to your seed. You must sow it - and reap anew. You cannot hold on to riches. You must use them and get other riches in return.

Knowing that you have working with you a force, which never yet has failed in anything it has undertaken, you can go ahead in the confident knowledge that it will not fail in your case, either.

Always enter the conversation already taking place in the customer's mind.