Book Review: Stimulating Salesmen Successfully

in sales letters adds eye-appeal. Caps, underlining, letter-spaced words, and "asterisked postscripts with a purpose" attract attention to important sales points. The signature of a salesman known to a customer tends to stimulate more natural interest than a bigname signature. Post office rulings affect the arrangement of items on the envelope, the important package for the message inside. Finally, a secretary's classification of dictators who drive stenographers into sanitariums reveals such monsters as the dictator who mumbles, refuses to spell proper names, puts her "in a coma" by overdictation of simple punctuation, and buzzes her when his ideas are "stillborn." Business Letters That Click leaves the reader with two significant impressions: "It's not safe to be dogmatic about letterwriting"; and every office with an outgoing mailbox should be a "miniature experimental laboratory" that alone can answer the question that matters: "What does a test show?" This timely volume is must reading for every student or professional writer who would solve more problems by letter. SYLVIA EMERY Skidmore College