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 once when I was ill or had performed some service that had attracted his attention, a letter he was in no way under obligation to write; he had done so purely from courtesy. The letter that he wrote me this time was not a stock letter, but one that recognized me as an individual with some personal idiosyncrasies, with needs and tastes different from those of other individuals. I replied to his letter, and there is every indication that I shall buy his car, and I hold that in writing me the courteous, unsolicited, and unselfish note when he had no business axe to grind he played his business cards with the greatest finesse. He had my ear at once when he wanted to do business with me. He had learned, as many business men have not, I am sorry to say, that there are many letters besides the purely business letter that ultimately get a good deal of business.

As I write this last sentence there comes to my mind a little Italian fruit-vender that drifted across my domestic horizon a few years ago, who had in some subtle way learned the effectiveness of the courteous note in business relationships.

His real name was Sam, but we named