Thousands of sales have been lost, millions of dollars worth of business have failed to materialize, solely because so few letter writers have that knack of visualizing a proposition—of painting it in words so the reader can see it as they see it. Yet the ability to do that is perhaps the most important factor in a successful letter, for it means describing your proposition in terms of things the reader knows. Westcott gave a good example of this when he had David Harum tell some "horsey" friends about The Lost Chord.
