An essential part of all sales letters is a clear description of the

article or goods--give the prospect a graphic idea of how the thing
you are trying to sell him looks, and this description should follow
closely after the interest-getting introduction
An essential part of all sales letters is a clear description of the
article or goods--give the prospect a graphic idea of how the thing
you are trying to sell him looks, and this description should follow
closely after the interest-getting introduction. To describe an
article graphically one has got to know it thoroughly: the material
of which it is made; the processes of manufacture; how it is sold
and shipped--every detail about it.