Using the "You" Element

There is a concern in one of the Eastern states which built a business running into the millions on four letters. Those four letters were used over and over again, year after year. They finally wore out, but after several years' rest, they are again good for an occasional mailing.

All those letters were built around the most important and interesting subject you can write about to any reader - HIMSELF.

Here is the most successful of these four letters - "Will you give me a little information about YOURSELF?"

Letter

Dear Sir:

Will you give me a little information about yourself - just your height and weight?

I want to send you one of our famous "Rainproof" Coats (designed especially for substantial Business Men) for you to examine, free of charge; but I can't send one in your size without knowing your height and weight.

Over 36,000 Men-of-Affairs, in all parts of the country, wear these "Rainproof" Coats on rainy days. They are just the kind of coat EVERY well-dressed business man needs in the Spring and Fall, for they are really TWO COATS IN ONE - a perfect raincoat for stormy days and a well-appearing Topcoat for cold and windy days.

More than 36,000 keen business and professional men who have ordered "Rainproof" Coats during the past two years paid us prices varying from $17.85 to $23.50 for their coats.

NOW FOR ONE MONTH ONLY - WE ARE OFFERING THESE "RAINPROOF" COATS AT THE LOWEST PRICE AT WHICH THEY HAVE BEEN OFFERED IN THE TWO YEARS - $16.65!

From Ohio, Mr. John Jones, Vice-President and Treasurer of Blank Cement Co., writes:

"I never got as much comfort and satisfaction out of any coat as I have from the "Rainproof". I had been looking for such a garment for years - a coat I could wear on all occasions and be proud of."

And this is just one out of hundreds of letters and telegrams that have come from men who have ordered these "Rainproof" Coats and been delightedly surprised with their fine style, great usefulness and good value.

Won't you fill in your height and weight on the enclosed postcard, and mail it to me? Then I can send you one of these famous "Rainproof" Coats - in your exact size by Parcel Post for a week's FREE TRIAL. You can examine the coat at your leisure, with no insisting clerks at your side, and WEAR IT A FULL WEEK FREE. If you don't think it is just the kind of coat you've always wanted, just fire it back at MY EXPENSE, and accept my thanks for the privilege of sending it to you.

But remember - this is the only month in which we are going to offer "Rainproof" Coats a the special "lowest-in-years' price of $14.65!

Hadn't you better drop the postcard into the mail RIGHT NOW - while you can take advantage of this Special Offer?