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Appealing to the average man, association of thoughts furnishes the surest medium for continuity. If you lead a man from one point to another point that he has been accustomed to associating with the first point, then he will follow you without a break in his thought. From this follows the well-known principle that when you are presenting a new proposition, start your prospect's thoughts on a point that he knows, which is related to your proposition, for the transition is easiest from a known to a related unknown.

Do not make the reader work to see your point; he is busy, he has other things to do--it is your proposition and it is to your interest to put in that extra work, those additional minutes that will make the letter easily understood. It is too much to expect the reader to exert himself to dig out your meaning and then enthuse himself over your proposition. The men who write pulling letters weigh carefully every sentence, not only pruning away every unessential word but using words of Anglo-Saxon origin wherever possible rather than words of Latin derivation.

Do not make the reader work to see your point; he is busy, he has other things to do--it is your proposition and it is to your interest to put in that extra work, those additional minutes that will make the letter easily understood. It is too much to expect the reader to exert himself to dig out your meaning and then enthuse himself over your proposition. The men who write pulling letters weigh carefully every sentence, not only pruning away every unessential word but using words of Anglo-Saxon origin wherever possible rather than words of Latin derivation.

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