The fact that the recipient knows a form letter as such, largely

nullifies its influence
The fact that the recipient knows a form letter as such, largely
nullifies its influence. A business man who sends out a large number
of form letters a year claims that when he gets a reply beginning,
'In response to your form letter,' he knows that the effect of that
letter is absolutely lost on a large percentage of this list who
seldom or never bother to read such communications. And one of the
distinguishing marks of such a letter is the poor quality of its
paper.

Out of curiosity I went one day with a friend to one of the most

gorgeous of the _restaurants_ on the Boulevards
Out of curiosity I went one day with a friend to one of the most
gorgeous of the _restaurants_ on the Boulevards. Notwithstanding the
descriptions I had read and listened to from the lips of friends, I was
surprised at the splendor and style of the place. We sat down before a
fine window which was raised, looking into the street. Indeed, so close
sat we to it that the fashionable promenaders could each, if he liked,
have peeped into our dishes. But Parisians never trouble strangers with
their inquisitiveness. We sat down before a table of exquisite marble,
and a waiter dressed as neatly, and indeed gracefully, as a gentleman,
handed us a bill of fare. It was long enough in itself to make a man a
dinner, if the material were only palatable. Including dessert and
wines, there were one hundred specifications! There were ten kinds of
meat, and fourteen varieties of poultry. Of course there were many
varieties of game, and there were eight kinds of pastry. Of fish there
were fourteen kinds, there were ten side dishes, a dozen sweet dishes,
and a dozen kinds of wine.

When it comes to framing up a campaign there are many points, minor

in themselves, but each having its significance, that it is well to
consider
When it comes to framing up a campaign there are many points, minor
in themselves, but each having its significance, that it is well to
consider. It frequently happens that not enough attention is paid to
the stationery that is used for farmers, but all these things have
their influence in prejudicing the recipient for or against a new
house.

In this letter there is not the faintest suggestion of the profits

that the writer hopes to make by the sale
In this letter there is not the faintest suggestion of the profits
that the writer hopes to make by the sale. A man is going to listen
just as long as you talk about him; a woman will keep on reading
your letter as long as you talk about her. Shout 'You' and whisper
'_me_' and your letter will carry home, straight to the heart of the
reader.