The importance of letter writing, while considered of theoretical value by many business men, is often viewed from the standpoint that they themselves write a good letter and should be therefore slow to change their individual style to conform to another standard than their own. The test of a business letter as of an ad, is, does it do the thing required of it, i. e., get the business in the best possible manner and to the best advantage,- and, the business having been secured,- it becomes the additional function of the correspondence to cultivate it and "keep it coming."