Boron - Chapter 12

Do you see how this type of personal specific info bonds the reader and writer closer together? You do? Good. I'll continue.

Now, here's another little thought: When you tell the day of the week plus the exact time you are writing the letter, it makes it seem a more important communication too, doesn't it? Sort of like a telegram. There's no doubt about it: A time-dated communication carries considerable more weight than one which is not.

Onward.

Now let's talk about the salutation. Notice that the salutation addresses our reader by name, just like I do in these letters to you. "Dear Bond" gets a certain quality of focused attention that is not enjoyed by "Dear Sir" or "Dear Occupant" or "Dear Reader".

Think about it. When you read the words "Dear Bond", you know my letter is for you personally, don't you? It's not for Kevin. It's not for whoever owns the house. Or anybody who lives at the address on the envelope. No. The words "Dear Bond" indicate that this letter is for you and you alone.

And this makes you pay more attention, doesn't it?

Now, if you will look in the lower right hand corner of the letter in my illustration and, also, in all of my other letters, you will see, in parenthesis, a tiny little instruction like this: (over) or like this: (go to page 7). What I am doing here is taking the reader by the hand and leading him exactly where I want him to go. It seems like a small point and, maybe it is, but is the little touches like this that keeps the letter flowing, the reader moving along, and, it relieves him of the burden of trying to figure out what he is supposed to do when he finishes reading a particular page.

Don't scoff. Quite often (most often) your letter will arrive when your prospect is busy, when his mind is on other things. Therefore, you need to work hard to make reading your letter pleasant, easy-read, interesting and unconfusing.