Self Control
But the most damaging suggestion of all is contained in the last
and most important paragraph of the letter,
"Thanking you in advance for any consideration you may care to show me."
This sentence strongly suggests that the writer of the letter anticipates a refusal of his request. It clearly indicates lack of enthusiasm. It paves the way for a refusal of the request. There is not one single word in the entire letter that places in the mind of a man to whom it is sent a satisfactory reason why he should comply with the request.
On the other hand, he can clearly see that the object of the letter is to secure from him a letter of endorsement that will help sell the book. The most important selling argument - in fact, the only selling argument available in connection with this request, has been lost because it was not brought out and established as the real motive for making the request.
This argument was but faintly mentioned in the sentence,
"I believe those who purchase the book would welcome the opportunity of receiving a message from you as to the best method of marketing personal services."
The opening paragraph of the letter violates an important fundamental of salesmanship because it clearly suggests that the object of the letter is to gain some advantage for its writer, and does not even hint at any corresponding advantage that may accrue to the person to whom it is sent.
Instead of neutralizing the mind of the recipient of the letter,
as it should do, it has just the opposite effect; it causes him to close his
mind against all argument that follows; it puts him in a frame of mind that
makes it easy for him to say no. It reminds me of a salesman - or, perhaps I
should say, a man who wanted to be a salesman - who once approached me for the
purpose of selling me a subscription to the Saturday Evening Post.
As he held a copy of the magazine in front of me he suggested the answer I should make by this question: "You wouldn't subscribe for the Post to help me out, would you?"
Of course I said no!
He had made it easy for me to say no. There was no enthusiasm back of his words, and gloom and discouragement were written all over his face.