"We know you will make a mint of money if you put in our goods."
"This is the largest and most complete line in the country." "Our
factory has doubled its capacity during the last three years." "Our
terms are the most liberal that have ever been offered." "You are
missing the opportunity of your lifetime if you do not accept this
proposition." "We hope to receive your order by return mail, for you
will never have such a wonderful opportunity again." Such sentences
fill the pages of thousands of letters that are mailed every day.


"Our system of inspection with special micrometer gauges insures all
parts being perfect--within one-thousandth of an inch of absolute
accuracy. This means, too, any time you want an extra part of your
engine for replacement that you can get it and that it will fit. If
we charged you twice as much for the White engine, we could not give
you better material or workmanship."

* * * * *

Now this is an argument that is worth while: that the parts of the
engine are so accurately ground that repairs can be made quickly,
and new parts will fit without a moment's trouble. The last sentence
of the paragraph is of course nothing but assertion, but it is
stated in a way that carries conviction. Many correspondents would
have bluntly declared that this was the best engine ever
manufactured, or something of that kind, and made no impression at
all on the minds of the readers. But the statement that the company
could not make a better engine, even if it charged twice as much,
sinks in.