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Where that is not possible, they should be based on knowledge
gained by tests. We find the same difference in letters as in ads. Some get action, some do not. Some complete a sale, some forfeit the impressiongained.
These are letters, going usually to half-made converts, that are
tremendously important. Experience generally shows that a two-cent letter gets no more attention than a one-cent letter. Fine stationery no more than poor stationery. The whole appeal lies in the matter.
A letter which goes to an inquirer is like a salesman going to an
interested prospect. You know what created that interest. Then
follow it up along that line, not on some different argument.
Complete the impression already created. Don't undertake another
guess.
Do something if possible to get immediate action. Offer some
inducement for it. Or tell what delay may cost. Note how many
successful selling letters place a limit on an offer. It expires on a
certain date. That is all done to get prompt decision, to overcome the tendency to delay.
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