ENTHUSIASM 457Some years ago I wrote a book entitled How to Sell Your Services.
Just before the manuscript went to the publisher, it occurred to me
to ask some celebrities to write letters of endorsement to be published
in the book. The printer was waiting for the manuscript, therefore I
hurriedly wrote a letter to some eight or ten people, in which I briefly
outlined exactly what I wanted. But the letter brought back no replies,
for I had failed to observe two important prerequisites for success-I
had written the letter so hurriedly that I had failed to inject the spirit of
Enthusiasm into it, and I had neglected to word the letter so that it had
the effect of neutralizing the minds of those to whom it was sent. I had
not paved the way for the application of the principle of suggestion.
After I realized my mistake, I then wrote a letter that was based
on strict application of the principle of suggestion. This letter not
only brought back replies from all to whom it was sent, but many of
the replies were masterpieces and served, far beyond my fondest hopes,
as valuable supplements to the book. For the purpose of comparison,
to show you how the principle of suggestion may be used in writing
a letter and what an important part Enthusiasm plays in giving the
written word "flesh;' the two letters are here reproduced. It will not be
necessary to indicate which letter failed, as that will be quite obvious.
My dear Mr. Ford:
I am just completing a manuscript for a new book entitled
How to Sell Your Services. I anticipate the sale of several
hundred thousand of these books and I believe those who
purchase the book would welcome the opportunity of receiv-
ing a message from you as to the best method of marketing
personal services.
Would you, therefore, be good enough to give me a few
minutes of your time by writing a brief message to be published
in my book? This will be a big favor to me personally, and I
know it would be appreciated by the readers of the book.