Modern Business Writing: A Study of the Principles Underlying Effective Advertisements and Business LettersCentury Company, 1921 - 472 من الصفحات |
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الصفحة 67
... statement , there is no negative idea of " lying " to work itself into the mind . Thus a statement like , " I am sure , Mr. Jones , that you will have no cause for dissatisfaction in accepting our services , " starts Mr. Jones to ...
... statement , there is no negative idea of " lying " to work itself into the mind . Thus a statement like , " I am sure , Mr. Jones , that you will have no cause for dissatisfaction in accepting our services , " starts Mr. Jones to ...
الصفحة 97
... Statement ( II ) " Your tractor has the greatest endurance . " ( Application of this rule to a specific case in point . ) ( III ) " Therefore I shall buy your farm tractor . " ( Conclusion drawn from premises I and II . ) Judge for ...
... Statement ( II ) " Your tractor has the greatest endurance . " ( Application of this rule to a specific case in point . ) ( III ) " Therefore I shall buy your farm tractor . " ( Conclusion drawn from premises I and II . ) Judge for ...
الصفحة 122
... statements of satisfied owners . Indirect Proof consists in any evidence of your willingness to allow the prospect himself to put the product to the test of performance , thus enabling him to judge whether or not the product " makes ...
... statements of satisfied owners . Indirect Proof consists in any evidence of your willingness to allow the prospect himself to put the product to the test of performance , thus enabling him to judge whether or not the product " makes ...
الصفحة 135
... statement that shows your product has stood the actual test of performance , or any statement that shows your willingness to let the prospect judge of its superior merit by himself putting it to the test of performance . ↓ Since Proof ...
... statement that shows your product has stood the actual test of performance , or any statement that shows your willingness to let the prospect judge of its superior merit by himself putting it to the test of performance . ↓ Since Proof ...
الصفحة 159
... statement directly pertinent to the interests of the reader , it can be used to good effect . The following are examples of the display head beginning : SAVE 10 PER CENT IN THE UPKEEP OF YOUR TIRES . ELIMINATE UNNECESSARY OFFICE EXPENSE ...
... statement directly pertinent to the interests of the reader , it can be used to good effect . The following are examples of the display head beginning : SAVE 10 PER CENT IN THE UPKEEP OF YOUR TIRES . ELIMINATE UNNECESSARY OFFICE EXPENSE ...
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عبارات ومصطلحات مألوفة
action adjustment letter Aeolian-Vocalion appeal to fear Aunt Jemima automobile awakened B. F. Goodrich beginning business letter cause the prospect central selling point cents Clincher collection letter Columbia Records Company concern correspondent cost courtesy customer's dealer Dear Sir definite Description and Explanation Dictaphone dictate direct effective elements emphasized employed endurance example experience expression fact farm tractor farmer favor firm following advertisement following letter give glad Goodyear idea inclosed Inducement inquiry instinct interest Ivory Soap machine manufacturer memory ment Monroe Monroe Calculating motor Multigraph needs once paragraph Persuasion pleasing feelings position possible principle Proof purchase racial memories reader Reason Why appeal result Roland Rohlfs sales letter salesman selling appeal shipment Short Circuit appeal step suggest Sun-Maid Super-Six superior tell things tion tire tone truck words write
مقاطع مشهورة
الصفحة 180 - During the whole of a dull, dark, and soundless day in the autumn of the year, when the clouds hung oppressively low in the heavens, I had been passing alone, on horseback, through a singularly dreary tract of country; and at length found myself, as the shades of the evening drew on, within view of the melancholy House of Usher.
الصفحة 180 - I looked upon the scene before me — upon the mere house, and the simple landscape features of the domain, upon the bleak walls, upon the vacant eye-like windows, upon a few rank sedges, and upon a few white trunks of decayed trees...
الصفحة 181 - I reined my horse to the precipitous brink of a black and lurid tarn that lay in unruffled lustre by the dwelling, and gazed down, but with a shudder even more thrilling than before, upon the remodelled and inverted images of the gray sedge, and the ghastly treestems, and the vacant and eye-like windows.
الصفحة 181 - There was an iciness, a sinking, a sickening of the heart, an unredeemed dreariness of thought which no goading of the imagination could torture into aught of the sublime.
الصفحة 79 - Man is born into this world accompanied by a rich psychical disposition which furnishes him ready-made all his motives for conduct, all his desires, economic or wasteful, moral or depraved, crass or aesthetic. He can show a demand for nothing that is not prompted by this galaxy of instincts.
الصفحة 180 - I know not how it was but, with the first glimpse of the building, a sense of insufferable gloom pervaded my spirit. I say insufferable; for the feeling was unrelieved by any of that half-pleasurable, because poetic sentiment, with which the mind usually receives even the sternest natural images of the desolate or terrible. I looked upon the scene before me upon the mere house, and the simple landscape features...
الصفحة 27 - It may be something like a steel monkey-wrench. Then my mind feels the thunder of the mighty hammers, pulses with the roar of industry, and sees the "Niagaras of hot sparks" leaping from the burning steel.
الصفحة 431 - s no reason why the days of NOW should not be as happy, and it is just as certain that some of us are liable to forget the little things of today. Because of that, we are sending you this little reminder — NOT TO FORGET TO PAY— the enclosed statement. We hope you enjoy the smile in our letter and that we may have the pleasure of hearing from you promptly.
الصفحة 180 - WHOLE of a dull, dark, and soundless day in the autumn of the year, when the clouds hung oppressively low in the heavens, I had been passing alone, on horseback, through a singularly dreary tract of country; and at length found myself, as the shades of the evening drew on, within view of the melancholy House of Usher. I know not how it was — but, with the first glimpse of the building, a sense of insufferable gloom pervaded my spirit. I say insufferable; for the feeling was unrelieved by any of...
الصفحة 26 - I've got to make you think of that spell as a part of Golden Glow Tea. So I sit at my desk trying to recall all the delightful associations I ever had with tea. I draw in my breath and bring back to my nostrils ghostly odors of the fragrance of bygone tea-parties. There 'sa certain cosy fire, a green tea-set, and the snow falling heavily outside; a cold tramp, that ended with red cheeks — and a steaming cup of tea. There steals the memory of a woman sitting in a tall chair like a duchess, behind...