We had the $15-idea, and we worked out the prettiest cooker you ever

saw at any price
We had the $15-idea, and we worked out the prettiest cooker you ever
saw at any price. But we got together one day and figured out that
the big market was for a low-priced cooker that every woman could
buy.

_All business houses recognize the necessity for having printed

letterheads and envelopes, but the variety of designs and styles are
infinite
_All business houses recognize the necessity for having printed
letterheads and envelopes, but the variety of designs and styles are
infinite. Nothing, not even the paper, affords such an index to the
character of the individual or firm as the typography of the
envelope and letterhead. An impression, favorable or otherwise, is
created_ BEFORE THE LETTER IS READ. _This chapter describes the
methods of printing, engraving and lithographing; the advantages of
each process, and the difference in prices; the proper placing of
date, name and address, the width of margins, spacing between
lines--little points that contribute to the appearance of the letter
and give it tone_

Several mail-order houses have trained women to handle this part of

their correspondence for they are more apt in the use of feminine
expressions
Several mail-order houses have trained women to handle this part of
their correspondence for they are more apt in the use of feminine
expressions. Let a man try to describe some article as 'perfectly
splendid,' or 'really sweet' and he will stumble over it before he
gets to the end of the sentence. Yet when these same hackneyed
phrases are brought in naturally by a woman who 'feels just that
way' about the garment she is describing, they will take hold of the
reader in a way that is beyond the understanding of the masculine
mind.

The English company, known the world over as 'Lloyd"s,' is ready

to insure an ocean liner, or to guarantee that the next child born
into your family will be a boy or a girl; it will even insure that
there will or will not be twins, and that, if twins, they will be
boys or girls, or one of each
The English company, known the world over as 'Lloyd"s,' is ready
to insure an ocean liner, or to guarantee that the next child born
into your family will be a boy or a girl; it will even insure that
there will or will not be twins, and that, if twins, they will be
boys or girls, or one of each.

The words VALUE RECEIVED, which usually appear upon notes, are not

necessary legally
The words VALUE RECEIVED, which usually appear upon notes, are not
necessary legally. Thousands of good notes made without any value
consideration are handled daily.

The only way to get it is by ordering from me

The only way to get it is by ordering from me. Royal Mixture goes
right from factory to your pipe--you get it direct, and know you are
getting it just right, moist and fresh.

But if you are presenting a new proposition, it is necessary to

explain its nature, its workings, its principles and appliances
But if you are presenting a new proposition, it is necessary to
explain its nature, its workings, its principles and appliances. If
you are trying to sell a fountain pen you will not waste valuable
space in explaining to the reader what a fountain pen is good for
and why he should have one, but rather you will give the reasons for
buying your particular pen in preference to others. You will explain
the self-filling feature and the new patent which prevents its
leaking or clogging.

When you cannot give full attention to the request immediately, at

least write the inquirer and tell how you will reply fully in a day
or so or whenever you can
When you cannot give full attention to the request immediately, at
least write the inquirer and tell how you will reply fully in a day
or so or whenever you can. If you can truthfully say so, tell him
that you have just what he wants and ask him to wait to get your
full information before placing his order. In this way you may hold
the matter open.

If this house burns down the man does not receive eighty thousand

dollars
If this house burns down the man does not receive eighty thousand
dollars. The actual loss is calculated and the companies divide it
up, each paying its part.

People who take apartments in Paris often prefer to have their meals

sent to their private rooms, and by a special bargain this is done by
any of the restaurants, but more especially by a class of houses called
_traiteurs_, whose chief business is to furnish cooked dishes to
families in their own homes
People who take apartments in Paris often prefer to have their meals
sent to their private rooms, and by a special bargain this is done by
any of the restaurants, but more especially by a class of houses called
_traiteurs_, whose chief business is to furnish cooked dishes to
families in their own homes. In going to a hotel in Paris, the stranger
never feels in the slightest degree bound to get his meals there. He
hires his room and that is all, and goes where he pleases. The _cafes_
are in the best portions of the town, magnificent places, often
exceeding in splendor the restaurants. They furnish coffee, chocolate,
all manner of ices and fruits, and cigars. At these places one meets
well-dressed ladies, and more than once in them I have seen well-dressed
women smoking cigarettes. Love intrigues are carried on at these places,
for a Paris lady can easily steal from her home to such a place under
cover of the night. A majority, however, of the women to be seen at such
places, are those who have no position in society, the wandering nymphs
of the night, or the poor grisettes. It is not strange that the poor
shop-girl is easily attracted to such gorgeous places by men far above
her in station.

A fire broke out not long since in a large warehouse and burned it so

completely as to render it wholly unfit for use; indeed, all the
merchandise in it was wholly consumed
A fire broke out not long since in a large warehouse and burned it so
completely as to render it wholly unfit for use; indeed, all the
merchandise in it was wholly consumed. Nevertheless, when the lease
expired and the tenants refused to pay as they had agreed to do, the
landlord brought a legal proceeding against them to compel them to pay
during the entire period, as though they had been staying there and
selling goods and making money, and they were compelled to pay. _This
is the common law on the subject_, and every tenant is bound to pay in
such cases unless he has clearly stated in his lease that he is not to
be holden in the event of the destruction of the building by fire,
flood, lightning, or other cause.

The endorsement of the sum paid on the back of the note bars its

being negotiated for more than the amount actually due
The endorsement of the sum paid on the back of the note bars its
being negotiated for more than the amount actually due.

It should be axiomatic that if a letter is expected to pull business

through the mails it must place before the recipient every facility
for making it easy and agreeable to reply and reply NOW
It should be axiomatic that if a letter is expected to pull business
through the mails it must place before the recipient every facility
for making it easy and agreeable to reply and reply NOW. How this
can best be done will be taken up more fully in a separate chapter
on 'Making It Easy to Answer.'

No matter how large your tomorrow morning"s mail, it is probable

that you will glance through the first paragraph of every letter you
open
No matter how large your tomorrow morning"s mail, it is probable
that you will glance through the first paragraph of every letter you
open. If it catches your attention by reference to something in
which you are interested, or by a clever allusion or a striking head
line or some original style, it is probable you will read at least
the next paragraph or two. But if these paragraphs do not keep up
your interest the letter will be passed by unfinished. If you fail
to give the letter a full reading the writer has only himself to
blame. He has not taken advantage of his opportunity to carry your
interest along and develop it until he has driven his message home,
point by point.

The population of Paris is considerably more than a million

The population of Paris is considerably more than a million. The number
of births in a year is a little more than thirty thousand, and of these,
ten thousand are illegitimate. This fact speaks volumes in reference to
the morals of Paris. The deaths usually fall short of the births by
about four thousand. The increase of population in France is great,
though it is now a very populous country.

Here are the first five paragraphs of a two-page letter from

an investment firm
Here are the first five paragraphs of a two-page letter from
an investment firm. The length of the letter is greatly against
it and the only hope the writer could have, would be in getting
the attention firmly in the opening paragraph:

If a man buys a farm and pays a part of the price and goes away saying

that he will pay the remainder within a week, expecting then to do so
and receive a deed, the seller, if he chooses, can escape giving that
deed and parting with his farm
If a man buys a farm and pays a part of the price and goes away saying
that he will pay the remainder within a week, expecting then to do so
and receive a deed, the seller, if he chooses, can escape giving that
deed and parting with his farm. The payment of a part of the money
does not bind the bargain, nor will the courts, though knowing this,
compel the seller to give such a deed. The reader may ask, if this is
the law, cannot the farmer practise a fraud on the buyer by receiving
his money and keeping it and the farm too? He cannot do both things.
If he refuses to give the deed he must, on the other hand, return the
money; if he refuses to do this the buyer can compel him by a proper
legal proceeding to refund the amount. In this way the buyer gets his
money back again, but not the farm that he bought.

One thing more may be added

One thing more may be added. If a bailee should be a scoundrel and
sell the thing left with him for safe-keeping and receive the money,
the true owner could, nevertheless, claim the thing wherever he could
find it. The owner would not get a good title. This rule of law
applies to everything except negotiable paper. A person who buys that
in good faith, honestly, not knowing that it was stolen, and pays
money, gets a good title. _This is the only exception to the above
rule in the law._

In one of the cases tried not long since, an old farmer offered a

reward of $15 to any one who would find the person who had stolen his
harness and also $100 to the man who would prosecute the thief
In one of the cases tried not long since, an old farmer offered a
reward of $15 to any one who would find the person who had stolen his
harness and also $100 to the man who would prosecute the thief. The
harness, in truth, was worth not even this small sum and the thief
still less. Yet he was caught and prosecuted, and then the prosecutor
and finder claimed the rewards. The farmer"s excitement had cooled off
by this time and he was not so loud and liberal as he was at the time
of finding out his loss. He refused to pay, saying that he did not
really mean to offer these sums as rewards, and the court decided in
his favour, declaring that his offer of reward could not be regarded
strictly as one, but rather 'as an explosion of wrath.' In another
case a man"s house was burning up and his wife was inside, and he
offered any one $5000 who would go in and bring her out--'dead or
alive.' A brave fellow went in and rescued her. Then he claimed the
reward. Was the man who made the offer obliged to pay, and could he
not have escaped by insisting that this was simply 'an explosion of
affection' and not strictly an offer or promise of reward? He tried to
hold on to his money, but the court held that this was an offer he
must pay. Possibly after the recovery of his wife his valuation of her
had changed somewhat from what it was while his house was burning up.

In this chapter we will consider description, explanation and

argument as the vehicles one may use in carrying his message to the
reader
In this chapter we will consider description, explanation and
argument as the vehicles one may use in carrying his message to the
reader.