And the way the proposition is stated that "if
anything is not right we will make it so" suggests that possibly the
suit might not be satisfactory.
But while women are susceptible to flattery there is danger of
bungling, of making the effort so conscious that it is offensive.
"Your natural beauty will be enhanced by one of our suits for our
cutter understands how to set off a woman's form and features so she
is admired wherever she goes." The average woman is disgusted and
reads no further.
* * * * *
HOW DIFFERENT ARGUMENTS APPEAL TO WOMEN
Style _Foremost consideration_
Price _Secondary consideration_
Quality _Slight_
Exclusiveness _Valuable_
Service _Minor importance_
Sentiment _Effective_
Flattery _Expedient_
Testimonials _Impressive_
Reputation _Desirable_
* * * * *
Mere cleverness in expression will fall wide of the mark and
facetiousness should be strictly avoided. It is better to depend on
a very ordinary letter which will have little effect on the reader
one way or the other than to offend her by too obvious flattery or
an apparent attempt to make capital from a feminine weakness.
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