Analyzing Character, page 319 by Katherine M.H. Blackford
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ne of the two lines suggested or with something which appeals to both elements in his nature at once. Plain, simple, easily recognized facts about a sound financial proposition, for example, would combine the two factors.
There are, of course, many other types and combination types. To treat each one of them exhaustively would require, not a volume, but a library. Yet there are certain fundamental principles by which all of them may be known and in accordance with which each may be successfully persuaded. A thorough scientific study of human nature will reveal them.
CHAPTER III
AROUSING INTEREST AND CREATING DESIRE
Before the days of business psychology, form letters for the purpose of securing business from those addressed used to begin something like this:
"DEAR MR. BLANK:
"We beg to announce that we have on hand a very large stock of bicycles, which we desire to close out as early as possible."
Consciously or unconsciously, the recipient of this letter would say to himself: "What in thunder is that to me? I have no particular interest in this fellow's stock of bicycles. I do not care whether his stock is large or small, nor do I care whether he wants to sell it or not." And the form letter would go into the waste basket. Nowadays, however, we have learned better and our form letter would begin something like this:
"DEAR MR. BLANK:
"What would it be worth to you to have the freedom of movement, the open air, the healthful exercise, and the enjoyment of the beauties of nature which are all placed easily within your reach by the possession of a bicycle?"
The recipient of this letter immediately pictures to himself time saved in going to and from work, in running errands, in pa