The first principle of success is desire - knowing what you want. Desire is the planting of your seed.

Plant the seed of desire in your mind and it forms a nucleus with power to attract to itself everything needed for its fulfillment.

The great thing is the start - to see an opportunity for service, and to start doing it, even though in the beginning you serve but a single customer - and him for nothing.

We can do only what we think we can do. We can be only what we think we can be. We can have only what we think we can have. What we do, what we are, what we have, all depend upon what we think.

It is only when you despair of all ordinary means, it is only when you convince it that it must help you or you perish, that the seed of life in you bestirs itself to provide a new resource.

See things as you would have them be, instead of as they are.

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.