As stated in their address to printers: There must be an eye-arresting suggestion - a high spot - about a sales letter to save it from the every ready waste-basket. And that high spot is first - and always - in the letterhead design and stock. It cannot be otherwise. The instant you open a letter it conveys an optical impression. Not what is written - not the presentation, price or argument of the body text (you haven't got to that yet) - but the letterhead itself and the stock on which it is printed.
A compelling argument indeed! And who could resist their selection of attractive, novel stationery?
"An effective letter deserves an effective clean-cut setting."
"Everyone is susceptible to the magic of good stationery."
"Old world atmosphere is often a desirable quality in stationery."
"Modern effects in typography add life to your stationery."