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diff --git a/old/buscr10.txt b/old/buscr10.txt new file mode 100644 index 0000000..dc8d722 --- /dev/null +++ b/old/buscr10.txt @@ -0,0 +1,10976 @@ +The Project Gutenberg EBook of Business Correspondence, by Anonymous + +Copyright laws are changing all over the world. Be sure to check the +copyright laws for your country before downloading or redistributing +this or any other Project Gutenberg eBook. + +This header should be the first thing seen when viewing this Project +Gutenberg file. Please do not remove it. Do not change or edit the +header without written permission. + +Please read the "legal small print," and other information about the +eBook and Project Gutenberg at the bottom of this file. Included is +important information about your specific rights and restrictions in +how the file may be used. You can also find out about how to make a +donation to Project Gutenberg, and how to get involved. + + +**Welcome To The World of Free Plain Vanilla Electronic Texts** + +**eBooks Readable By Both Humans and By Computers, Since 1971** + +*****These eBooks Were Prepared By Thousands of Volunteers!***** + + +Title: Business Correspondence + +Author: Anonymous + +Release Date: January, 2005 [EBook #7309] +[Yes, we are more than one year ahead of schedule] +[This file was first posted on April 10, 2003] + +Edition: 10 + +Language: English + +Character set encoding: ASCII + +*** START OF THE PROJECT GUTENBERG EBOOK BUSINESS CORRESPONDENCE *** + + + + +Produced by Andrea Ball, Charles Franks, Juliet Sutherland, +and the Online Distributed Proofreading Team + + + + +BUSINESS CORRESPONDENCE + + +VOLUME I + + +HOW TO WRITE THE BUSINESS LETTER: _24 chapters on preparing to write +the letter and finding the proper viewpoint; how to open the letter, +present the proposition convincingly, make an effective close; how +to acquire a forceful style and inject originality; how to adapt +selling appeal to different prospects and get orders by letter-- +proved principles and practical schemes illustrated by extracts from +217 actual letters_ + + + + +CONTENTS + +BUSINESS CORRESPONDENCE +VOLUME I + + +PART I +_Preparing to Write the Letter_ +CHAPTER +1: What You Can Do With a Postage Stamp +2: The Advantages of Doing Business by Letter +3: Gathering Material and Picking Out Talking Points +4: When You Sit Down to Write + + +PART II +_How to Write the Letter_ +5: How to Begin a Business Letter +6: How to Present Your Proposition +7: How to Bring the Letter to a Close + + +PART III +_Style--Making the Letter Readable_ +8: "Style" in Letter Writing--And How to Acquire It +9: Making the Letter Hang Together +10: How to Make Letters Original +11: Making the Form Letter Personal + + +PART IV +_The Dress of a Business Letter_ +12: Making Letterheads and Envelopes Distinctive +13: The Typographical Make-up of Business Letters +14: Getting a Uniform Policy and Quality in Letters +15: Making Letters Uniform in Appearance + + +PART V +_Writing the Sales Letter_ +16: How to Write the Letter That Will "Land" the Order +17: The Letter That Will Bring An Inquiry +18: How to Close Sales by Letter +19: What to Enclose With Sales Letters +20: Bringing in New Business by Post Card +21: Making it Easy for the Prospect to Answer + + +PART VI +_The Appeal to Different Classes_ +22: How to Write Letters That Appeal to Women +23: How to Write Letters That Appeal to Men +24: How to Write Letters That Appeal to Farmers + + + +What You Can _Do_ With a +POSTAGE STAMP + +PART I--PREPARING TO WRITE THE LETTER--CHAPTER 1 + + +_Last year [1910] fifteen billion letters were handled by the post +office--one hundred and fifty for every person. Just as a thousand +years ago practically all trade was cash, and now only seven per +cent involves currency, so nine-tenths of the business is done today +by letter while even a few decades ago it was by personal word. You +can get your prospect, turn him into a customer, sell him goods, +settle complaints, investigate credit standing, collect your +money_--ALL BY LETTER. _And often better than by word of mouth. For, +when talking, you speak to only one or two; by letter you can talk +to a hundred thousand in a sincere, personal way. So the letter is +the_ MOST IMPORTANT TOOL _in modern business--good letter writing is +the business man's_ FIRST REQUIREMENT. + + * * * * * + +There is a firm in Chicago, with a most interesting bit of inside +history. It is not a large firm. Ten years ago it consisted of one +man. Today there are some three hundred employees, but it is still a +one-man business. It has never employed a salesman on the road; the +head of the firm has never been out to call on any of his customers. + +But here is a singular thing: you may drop in to see a business man +in Syracuse or San Francisco, in Jacksonville or Walla Walla, and +should you casually mention this man's name, the chances are the +other will reply: "Oh, yes. I know him very well. That is, I've had +several letters from him and I feel as though I know him." + +Sitting alone in his little office, this man was one of the first to +foresee, ten years ago, the real possibilities of the letter. He saw +that if he could write a man a thousand miles away the right kind of +a letter he could do business with him as well as he could with the +man in the next block. + +So he began _talking_ by mail to men whom he thought might buy his +goods--talking to them in sane, human, you-and-me English. Through +those letters he sold goods. Nor did he stop there. In the same +human way he collected the money for them. He adjusted any +complaints that arose. He did everything that any business man could +do with customers. In five years he was talking not to a thousand +men but to a million. And today, though not fifty men in the million +have ever met him, this man's personality has swept like a tidal +wave across the country and left its impression in office, store and +factory--through letters--letters _alone_. + +This instance is not cited because it marks the employment of a new +medium, but because it shows how the letter has become a universal +implement of trade; how a commonplace tool has been developed into a +living business-builder. + +The letter is today the greatest potential creator and transactor of +business in the world. But wide as its use is, it still lies idle, +an undeveloped possibility, in many a business house where it might +be playing a powerful part. + +The letter is a universal implement of business--that is what gives +it such great possibilities. It is the servant of every business, +regardless of its size or of its character. It matters not what +department may command its use--wherever there is a business in +which men must communicate with each other, the letter is found to +be the first and most efficient medium. + +Analyze for a moment the departments of your own business. See how +many points there are at which you could use _right_ letters to +good advantage. See if you have not been overlooking some +opportunities that the letter, at a small cost, will help develop. + +Do you sell goods? The letter is the greatest salesman known to +modern business. It will carry the story you have to tell wherever +the mail goes. It will create business and bring back orders a +thousand miles to the very hand it left. If you are a retailer, the +letter will enable you to talk your goods, your store, your service, +to every family in your town, or it will go further and build a +counter across the continent for you. + +If you are a manufacturer or wholesaler selling to the trade, the +letter will find prospects and win customers for you in remote towns +that salesmen cannot profitably reach. + +But the letter is not only a direct salesman, it is a supporter of +every personal sales force. Judiciously centered upon a given +territory, letters pave the way for the salesman's coming; they +serve as his introduction. After his call, they keep reminding the +prospect or customer of the house and its goods. + +Or, trained by the sales manager upon his men, letters keep them in +touch with the house and key up their loyalty. With regular and +special letters, the sales manager is able to extend his own +enthusiasm to the farthest limits of his territory. + +So in every phase of selling, the letter makes it possible for you +to keep your finger constantly upon the pulse of trade. + +If you are a wholesaler or manufacturer, letters enable you to keep +your dealers in line. If you are a retailer, they offer you a medium +through which to keep your customers in the proper mental attitude +toward your store, the subtle factor upon which retail credit so +largely depends. If you sell on instalments, letters automatically +follow up the accounts and maintain the inward flow of payments at a +fraction of what any other system of collecting entails. + +Do you have occasion to investigate the credit of your customers? +The letter will quietly and quickly secure the information. Knowing +the possible sources of the data you desire you can send forth half +a dozen letters and a few days later have upon your desk a +comprehensive report upon the worth and reliability of almost any +concern or individual asking credit favors. And the letter will get +this information where a representative would often fail because it +comes full-fledged in the frankness and dignity of your house. + +Does your business involve in any way the collecting of money? +Letters today bring in ten dollars for every one that collectors +receive on their monotonous round of homes and cashiers' cages. +Without the collection letter the whole credit system would be +toppling about our ears. + + * * * * * + + THE LETTER + SELLS GOODS + DIRECT + TO CONSUMERS + TO DEALERS + TO AGENTS + + INDIRECT + BUILDS UP LISTS + SECURES NAMES + ELIMINATES DEAD WOOD + CLASSIFIES LIVE PROSPECTS + + OPENS UP NEW TERRITORY + THROUGH CONSUMERS + CREATES DEMAND + DIRECTS TRADE + + THROUGH DEALERS + SHOWS POSSIBLE PROFIT + INTRODUCES NEW LINES + + AID TO SALESMEN + EDUCATES TRADE + + CO-OPERATION + INTRODUCES + BACKS UP + KEEPS LINED UP + + AID TO DEALERS + DRUMS UP TRADE + HOLDS CUSTOMERS + DEVELOPS NEW BUSINESS + + HANDLES MEN + INSTRUCTION + ABOUT GOODS + ABOUT TERRITORY + ABOUT PROSPECTS + HOW TO SYSTEMIZE WORK + + INSPIRATION + GINGER TALES + INSPIRES CONFIDENCE + SECURES CO-OPERATION + PROMOTES LOYALTY + + COLLECTS MONEY + MERCANTILE ACTS - RETAIL ACTS - INSTALLMENT ACTS - PETTY ACTS + PERSUASION + EMPHASIZE HOUSE POLICY + EMPHASIZE ADVANTTAGAE OF GOODS + ESTABLISHMENT OF FORCED COLLECTIONS + COST OF FORCED COLLECTIONS + CASH-UP PROPOSITION + EXTENSION OF ACCOMMODATION + + PRESSURE + THROUGH THREATS + OF SUIT + OF SHUTTING OFF CREDIT + OF WRITING TO REFERENCES + THROUGH LEGAL AVENUES + THROUGH LEGAL AGENCIES + HOUSE COLLECTION BUREAUS + REGULAR COLLECTION BUREAUS + THROUGH ATTORNEYS + + HANDLES LONG RANGE CUSTOMERS + SUPPLIES PERSONAL CONTACT + SHOWS INTEREST IN CUSTOMER + WINS CONFIDENCE + DEVELOPS RE-ORDER SCHEMES + BUILDS UP STEADY TRADE + + HANDLES COMPLAINTS + ADJUSTS + INVESTIGATES + MAKES CAPITAL OUT OF COMPLAINTS + WINS BACK CUSTOMERS + + DEVELOPS PRESTIGE + GIVES PERSONALITY TO BUSINESS + BUILDS UP GOOD WILL + PAVES WAY FOR NEW CUSTOMERS + +_The practical uses of the business letter are almost infinite: +selling goods, with distant customers, developing the prestige of +the house--there is handling men, adjusting complaints, collecting +money, keeping in touch scarcely an activity of modern business that +cannot be carried on by letter_ + + * * * * * + +Do you find it necessary to adjust the complaint of a client or a +customer? A diplomatic letter at the first intimation of +dissatisfaction will save many an order from cancellation. It will +soothe ruffled feelings, wipe out imagined grievances and even lay +the basis for firmer relations in the future. + +So you may run the gamut of your own business or any other. At every +point that marks a transaction between concerns or individuals, you +will find some way in which the letter rightly used, can play a +profitable part. + +There is a romance about the postage stamp as fascinating as any +story--not the romance contained in sweet scented notes, but the +romance of big things accomplished; organizations developed, +businesses built, great commercial houses founded. + +In 1902 a couple of men secured the agency for a firm manufacturing +extracts and toilet preparations. They organized an agency force +through letters and within a year the manufacturers were swamped +with business, unable to fill the orders. + +Then the men added one or two other lines, still operating from one +small office. Soon a storage room was added; then a packing and +shipping room was necessary and additional warehouse facilities were +needed. Space was rented in the next building; a couple of rooms +were secured across the street, and one department was located over +the river--wherever rooms could be found. + +Next the management decided to issue a regular mail-order catalogue +and move to larger quarters where the business could be centered +under one roof. A floor in a new building was rented--a whole floor. +The employees thought it was extravagance; the managers were +dubious, for when the business was gathered in from seven different +parts of the city, there was still much vacant floor space. + +One year later it was again necessary to rent outside space. The +management then decided to erect a permanent home and today the +business occupies two large buildings and the firm is known all over +the country as one of the big factors of mail-order merchandising. + +It has all been done by postage stamps. + +When the financial world suddenly tightened up in 1907 a wholesale +dry goods house found itself hard pressed for ready money. The +credit manager wrote to the customers and begged them to pay up at +once. But the retailers were scared and doggedly held onto their +cash. Even the merchants who were well rated and whose bills were +due, played for time. + +The house could not borrow the money it needed and almost in despair +the president sat down and wrote a letter to his customers; it was +no routine collection letter, but a heart-to-heart talk, telling +them that if they did not come to his rescue the business that he +had spent thirty years in building would be wiped out and he would +be left penniless because he could not collect _his_ money. He had +the bookkeepers go through every important account and they found +that there was hardly a customer who had not, for one reason or +another, at some time asked for an extension of credit. And to each +customer the president dictated a personal paragraph, reminding him +of the time accommodation had been asked and granted. Then the +appeal was made straight from the heart: "Now, when I need help, not +merely to tide me over a few weeks but to save me from ruin, will +you not strain a point, put forth some special effort to help me +out, just as I helped you at such and such a time?" + +"If we can collect $20,000," he had assured his associates, "I know +we can borrow $20,000, and that will probably pull us through." + +The third day after his letters went out several checks came in; the +fourth day the cashier banked over $22,000; within ten days $68,000 +had come in, several merchants paying up accounts that were not yet +due; a few even offered to "help out the firm." + +The business was saved--by postage stamps. + +Formality to the winds; stereotyped phrases were forgotten; +traditional appeals were discarded and a plain talk, man-to-man, +just as if the two were closeted together in an office brought +hundreds of customers rushing to the assistance of the house with +which they had been dealing. + +Sixty-eight thousand dollars collected within two weeks when money +was almost invisible--and by letter. Truly there is romance in the +postage stamp. + +Twenty-five years ago a station agent wrote to other agents along +the line about a watch that he could sell them at a low price. When +an order came in he bought a watch, sent it to the customer and used +his profit to buy stamps for more letters. After a while he put in +each letter a folder advertising charms, fobs and chains; then +rings, cuff buttons and a general line of jewelry was added. It soon +became necessary to give up his position on the railroad and devote +all his time to the business and one line after another was added to +the stock he carried. + +Today the house that started in this way has customers in the +farthermost parts of civilization; it sells every conceivable +product from toothpicks to automobiles and knockdown houses. Two +thousand people do nothing but handle mail; over 22,000 orders are +received and filled every day; 36,000 men and women are on the +payroll. + +It has all been done by mail. Postage stamps bring to the house +every year business in excess of $65,000,000. + +One day the head correspondent in an old established wholesale house +in the east had occasion to go through some files of ten and twelve +years before. He was at once struck with the number of names with +which he was not familiar--former customers who were no longer +buying from the house. He put a couple of girls at work making a +list of these old customers and checking them up in the mercantile +directories to see how many were still in business. + +Then he sat down and wrote to them, asking as a personal favor that +they write and tell him why they no longer bought of the house; +whether its goods or service had not been satisfactory, whether some +complaint had not been adjusted. There must be a reason, would they +not tell him personally just what it was? + +Eighty per cent of the men addressed replied to this personal +appeal; many had complaints that were straightened out; others had +drifted to other houses for no special reason. The majority were +worked back into the "customer" files. Three years later the +accounting department checked up the orders received from these +re-found customers. The gross was over a million dollars. The +business all sprung from one letter. + +Yes, there is romance in the postage stamp; there is a latent power +in it that few men realize--a power that will remove commercial +mountains and erect industrial pyramids. + + + + +The ADVANTAGES Of Doing +_Business_ By Letter + +PART I--PREPARING TO WRITE THE LETTER--CHAPTER 2 + + +_Letters have their limitations and their advantages. The +correspondent who is anxious to secure the best results should +recognize the inherent weakness of a letter due to its lack of +personality in order to reinforce these places. Equally essential is +an understanding of the letter's great_ NATURAL ADVANTAGES _so that +the writer can turn them to account--make the most of them. It +possesses qualities the personal representative lacks and this +chapter tells how to take advantage of them_ + + * * * * * + +While it is necessary to know how to write a strong letter, it is +likewise essential to understand both the limitations of letters and +their advantages. It is necessary, on the one hand, to take into +account the handicaps that a letter has in competition with a +personal solicitor. Offsetting this are many distinct advantages the +letter has over the salesman. To write a really effective letter, a +correspondent must thoroughly understand its carrying capacity. + +A salesman often wins an audience and secures an order by the force +of a dominating personality. The letter can minimize this handicap +by an attractive dress and force attention through the impression of +quality. The letter lacks the animation of a person but there can be +an individuality about its appearance that will assure a respectful +hearing for its message. + +The personal representative can time his call, knowing that under +certain circumstances he may find his man in a favorable frame of +mind, or even at the door he may decide it is the part of diplomacy +to withdraw and wait a more propitious hour. The letter cannot back +out of the prospect's office; it cannot shape its canvass to meet +the needs of the occasion or make capital out of the mood or the +comments of the prospect. + +The correspondent cannot afford to ignore these handicaps under +which his letter enters the prospect's office. Rather, he should +keep these things constantly in mind in order to overcome the +obstacles just as far as possible, reinforcing the letter so it will +be prepared for any situation it may encounter at its destination. +Explanations must be so clear that questions are unnecessary; +objections must be anticipated and answered in advance; the fact +that the recipient is busy must be taken into account and the +message made just as brief as possible; the reader must be treated +with respect and diplomatically brought around to see the +relationship between _his_ needs and _your_ product. + +But while the letter has these disadvantages, it possesses qualities +that the salesman lacks. The letter, once it lies open before the +man to whom you wish to talk, is your counterpart, speaking in your +words just as you would talk to him if you were in his office or in +his home. That is, the _right_ letter. It reflects your personality +and not that of some third person who may be working for a +competitor next year. + +The letter, if clearly written, will not misrepresent your +proposition; its desire for a commission or for increased sales will +not lead it to make exaggerated statements or unauthorized promises. +The letter will reach the prospect just as it left your desk, with +the same amount of enthusiasm and freshness. It will not be tired +and sleepy because it had to catch a midnight train; it will not be +out of sorts because of the poor coffee and the cold potatoes served +at the Grand hotel for breakfast; it will not be peeved because it +lost a big sale across the street; it will not be in a hurry to make +the 11:30 local; it will not be discouraged because a competitor is +making inroads into the territory. + +You have the satisfaction of knowing that the letter is immune from +these ills and weaknesses to which flesh is heir and will deliver +your message faithfully, promptly, loyally. It will not have to +resort to clever devices to get past the glass door, nor will it be +told in frigid tones by the guard on watch to call some other day. +The courtesy of the mail will take your letter to the proper +authority. If it goes out in a dignified dress and presents its +proposition concisely it is assured of a considerate hearing. + +It will deliver its message just as readily to some Garcia in the +mountains of Cuba as to the man in the next block. The salesman who +makes a dozen calls a day is doing good work; letters can present +your proposition to a hundred thousand prospects on the one +forenoon. They can cover the same territory a week later and call +again and again just as often as you desire. You cannot time the +letter's call to the hour but you can make sure it reaches the +prospect on the day of the week and the time of the month when he is +most likely to give it consideration. You know exactly the kind of +canvass every letter is making; you know that every call on the list +is made. + +The salesman must look well to his laurels if he hopes to compete +successfully with the letter as a selling medium. Put the points of +advantage in parallel columns and the letter has the best of it; +consider, in addition, the item of expense and it is no wonder +letters are becoming a greater factor in business. + +The country over, there are comparatively few houses that appreciate +the full possibilities of doing business by mail. Not many +appreciate that certain basic principles underlie letter writing, +applicable alike to the beginner who is just struggling to get a +foothold and to the great mail-order house with its tons of mail +daily. They are not mere theories; they are fundamental principles +that have been put to the test, proved out in thousands of letters +and on an infinite number of propositions. + +The correspondent who is ambitious to do by mail what others do by +person, must understand these principles and how to apply them. He +must know the order and position of the essential elements; he must +take account of the letter's impersonal character and make the most +of its natural advantages. + +Writing letters that pull is not intuition; it is an art that anyone +can acquire. But this is the point: _it must be acquired_. It will +not come to one without effort on his part. Fundamental principles +must be understood; ways of presenting a proposition must be +studied, various angles must be tried out; the effectiveness of +appeals must be tested; new schemes for getting attention and +arousing interest must be devised; clear, concise description and +explanation must come from continual practice; methods for getting +the prospect to order now must be developed. It is not a game of +chance; there is nothing mysterious about it--nothing impossible, it +is solely a matter of study, hard work and the intelligent +application of proved-up principles. + + + + +_Gathering_ MATERIAL And _Picking_ +Out TALKING Points + +PART I--PREPARING TO WRITE THE LETTER--CHAPTER 3 + + +_Arguments--prices, styles, terms, quality or whatever they may +be--are effective only when used on the right "prospect" at the +right time. The correspondent who has some message of value to carry +gathers together a mass of "raw material"--facts, figures and +specifications on which to base his arguments--and then he selects +the particular talking points that will appeal to his prospect. By +systematic tests, the relative values of various arguments may be +determined almost to a scientific nicety. How to gather and classify +this material and how to determine what points are most effective is +the subject in this chapter_ + + * * * * * + +An architect can sit down and design your house on paper, showing +its exact proportions, the finish of every room, the location of +every door and window. He can give specific instructions for +building your house but before you can begin operations you have got +to get together the brick and mortar and lumber--all the material +used in its construction. + +And so the correspondent-architect can point out the way to write a +letter: how to begin, how to work up interest, how to present +argument, how to introduce salesmanship, how to work in a clincher +and how to close, but when you come to writing the letter that +applies to your particular business you have first to gather the +material. And just as you select cement or brick or lumber according +to the kind of house you want to build, so the correspondent must +gather the particular kind of material he wants for his letter, +classify it and arrange it so that the best can be quickly selected. + +The old school of correspondents--and there are many graduates still +in business--write solely from their own viewpoint. Their letters +are focused on "our goods," "our interests" and "our profits." But +the new school of letter writers keep their own interests in the +background. Their sole aim is to focus on the viewpoint of the +reader; find the subjects in which he is interested, learn the +arguments that will appeal to him, bear down on the persuasion that +will induce him to act at once. + +And so the successful correspondent should draw arguments and +talking points from many sources; from the house, from the customer, +from competitors, from the news of the day from his knowledge of +human nature. + +"What shall I do first?" asked a new salesman of the general +manager. + +"Sell yourself," was the laconic reply, and every salesman and +correspondent in the country could well afford to take this advice +to heart. + +Sell yourself; answer every objection that you can think of, test +out the proposition from every conceivable angle; measure it by +other similar products; learn its points of weakness and of +superiority, know its possibilities and its limitations. Convince +yourself; sell yourself, and then you will be able to sell others. + +The first source of material for the correspondent is in the house +itself. His knowledge must run back to the source of raw materials: +the kinds of materials used, where they come from, the quality and +the quantity required, the difficulties in obtaining them, the +possibilities of a shortage, all the problems of mining or gathering +the raw material and getting it from its source to the plant--a vast +storehouse of talking points. + +Then it is desirable to have a full knowledge of the processes of +manufacture; the method of handling work in the factory, the labor +saving appliances used, the new processes that have been perfected, +the time required in turning out goods, the delays that are liable +to occur--these are all pertinent and may furnish the strongest kind +of selling arguments. And it is equally desirable to have inside +knowledge of the methods in the sales department, in the receiving +room and the shipping room. It is necessary for the correspondent to +know the firm's facilities for handling orders; when deliveries can +be promised, what delays are liable to occur, how goods are packed, +the condition in which they are received by the customer, the +probable time required in reaching the customer. + +Another nearby source of information is the status of the customer's +account; whether he is slow pay or a man who always discounts his +bills. It is a very important fact for the correspondent to know +whether the records show an increasing business or a business that +barely holds its own. + +Then a most important source--by many considered the most valuable +material of all--is the customer himself. It may be laid down as a +general proposition that the more the correspondent knows about the +man to whom he is writing, the better appeal he can make. + +In the first place, he wants to know the size and character of the +customer's business. He should know the customer's location, not +merely as a name that goes on the envelope, but some pertinent facts +regarding the state or section. If he can find out something +regarding a customer's standing and his competition, it will help +him to understand his problems. + +Fortunate is the correspondent who knows something regarding the +personal peculiarities of the man to whom he is writing. If he +understands his hobbies, his cherished ambition, his home life, he +can shape his appeal in a more personal way. It is comparatively +easy to secure such information where salesmen are calling on the +trade, and many large houses insist upon their representatives' +making out very complete reports, giving a mass of detailed +information that will be valuable to the correspondent. + +Then there is a third source of material, scarcely less important +than the study of the house and the customer, and that is a study of +the competitors--other firms who are in the same line of business +and going after the same trade. The broad-gauged correspondent never +misses an opportunity to learn more about the goods of competing +houses--the quality of their products, the extent of their lines, +their facilities for handling orders, the satisfaction that their +goods are giving, the terms on which they are sold and which +managers are hustling and up to the minute in their methods. + +The correspondent can also find information, inspiration and +suggestion from the advertising methods of other concerns--not +competitors but firms in a similar line. + +Then there are various miscellaneous sources of information. The +majority of correspondents study diligently the advertisements in +general periodicals; new methods and ideas are seized upon and filed +in the "morgue" for further reference. + +Where a house travels a number of men, the sales department is an +excellent place from which to draw talking points. Interviewing +salesmen as they come in from trips and so getting direct +information, brings out talking points which are most helpful as are +those secured by shorthand reports of salesmen's conventions. + +Many firms get convincing arguments by the use of detailed forms +asking for reports on the product. One follow-up writer gets +valuable pointers from complaints which he terms "reverse" or +"left-handed" talking points. + +Some correspondents become adept in coupling up the news of the day +with their products. A thousand and one different events may be +given a twist to connect the reader's interest with the house +products and supply a reason for "buying now." The fluctuation in +prices of raw materials, drought, late seasons, railway rates, +fires, bumper crops, political discussions, new inventions, +scientific achievements--there is hardly a happening that the clever +correspondent, hard pressed for new talking points, cannot work into +a sales letter as a reason for interesting the reader in his goods. + + * * * * * + +SOURCES OF MATERIAL: + + / 1. SOURCES + / 1. RAW MATERIALS --| 2. QUALITY + | | 3. SUPPLY + | \ 4. PRICE + | + | / 1. CAPACITY OF + PLANT | PLANT + | | 2. NEW EQUIPMENT + | 2. PROCESSES OF --| 3. TIME SAVING + | MANUFACTURE | DEVICES + | \ 4. IMPROVED METHODS + /- 1. THE HOUSE------| + | | / 1. METHODS OF + | | | SALESMEN + | | 3. KNOWLEDGE OF --| 2. POLICY OF + | | DEPARTMENTS | CREDIT DEPT. + | | | 3. CONDITIONS IN + | | | RECEIVING & + | | \ SHIPPING DEPTS. + | | + | | 4. KNOWLEDGE OF + | | COSTS + | | + | | 5. STATUS OF / 1. CREDIT + | | CUSTOMER'S --| STANDING + | | ACCOUNT | 2. GROWING + | | \ BUSINESS + | | + | | / 1. OLD LETTERS + | | | 2. ADVERTISEMENTS + | | 6. DOCUMENTS --| 3. BOOKLETS, + | | | CIRCULARS, ETC. + | | \ 4. TESTIMONIALS + | | + | | / 1. ACQUAINTANCES + | | | OF OFFICERS + | \ 7. PERSONNEL OF --| 2. INTERESTS & + | FIRM | RELATIONS + | \ OF OFFICERS + | + | / 1. CHARACTER OR + |- 2. THE CUSTOMERS--| KIND OF BUSINESS + | | + | | 2. SIZE OF BUSINESS + | | + | | 3. LENGTH OF TIME + | | IN BUSINESS + | | +SOURCES | 4. LOCATION & LOCAL + OF | CONDITIONS +MATERIAL | + | | 5. COMPETITION + | | + | | 6. STANDING WITH + | | CUSTOMERS + | | + | | 7. METHODS & POLICIES + | | + | | 8. HOBBIES & PERSONAL + | \ PECULIARITIES + | + | / 1. QUALITY + | / 1. GOODS --| 2. EXTENT OF LINES + | | \ 3. NEW LINES + | | + | | / 1. TERMS + | | 2. POLICIES --| 2. TREATMENT OF + | | \ CUSTOMERS + | | + |- 3. COMPETITORS----| / 1. SIZE OF PLANT + | | 3. CAPACITY --| 2. EQUIPMENT + | | | 3. FACILITIES FOR + | | \ HANDLING ORDER + | | + | | / 1. NEW CAMPAIGNS + | \ 4. METHODS --| 2. ADVERTISING + | \ 3. AGGRESSIVENESS + | + | / 1. METHODS + | | + |- 4. OTHER METHODS--| 2. ADVERTISING + | (NOT | + | COMPETITORS) \ 3. SALES CAMPAIGNS + | + | / 1. METHODS + | / 1. SUPPLY HOUSES --\ 2. CAPACITY + | | + | | 2. GENERAL MARKET + \- 5. MISCELLANEOUS--| CONDITIONS + | + | 3. CURRENT EVENTS + | + | 4. ADVERTISING IN + \ GENERAL MAGAZINES + + * * * * * + +Gathering the information is apt to be wasted effort unless it is +classified and kept where it is instantly available. A notebook for +ideas should always be at hand and men who write important sales +letters should keep within reach scrapbooks, folders or envelopes +containing "inspirational" material to which they can readily refer. + +The scrapbook, a card index or some such method for classifying and +filing material is indispensable. Two or three pages or cards may be +devoted to each general subject, such as raw material, processes of +manufacture, methods of shipping, uses, improvements, testimonials, +and so forth, and give specific information that is manna for the +correspondent. The data may consist of notes he has written, bits of +conversation he has heard, extracts from articles he has read, +advertisements of other concerns and circulars--material picked up +from a thousand sources. + +One versatile writer uses heavy manila sheets about the size of a +letterhead and on these he pastes the catch-lines, the unique +phrases, the forceful arguments, the graphic descriptions and +statistical information that he may want to use. Several sheets are +filled with metaphors and figures of speech that he may want to use +some time in illuminating a point. These sheets are more bulky than +paper but are easier to handle than a scrapbook, and they can be set +up in front of the writer while he is working. + +Another correspondent has an office that looks as if it had been +decorated with a crazy quilt. Whenever he finds a word, a sentence, +a paragraph or a page that he wants to keep he pins or pastes it on +the wall. + +"I don't want any systematic classification of this stuff," he +explains, "for in looking for the particular word or point that I +want, I go over so many other words and points that I keep all the +material fresh in my mind. No good points are buried in some +forgotten scrapbook; I keep reading these things until they are as +familiar to me as the alphabet." + +It may be very desirable to keep booklets, pamphlets and bulky +matter that cannot be pasted into a book or onto separate sheets in +manila folders. This is the most convenient way for classifying and +filing heavy material. Or large envelopes may be used for this +purpose. + +Another favorite method of arrangement in filing talking points for +reference is that of filing them in the order of their pulling +power. This, in many propositions, is considered the best method. It +is not possible, out of a list of arguments to tell, until after the +try-out always, which will pull and which will not. Those pulling +best will be worked the most. Only as more extensive selling +literature is called for will the weaker points be pressed into +service. + +No matter what system is used, it must be a growing system; it must +be kept up to date by the addition of new material, picked up in the +course of the day's work. Much material is gathered and saved that +is never used, but the wise correspondent does not pass by an +anecdote, a good simile, a clever appeal or forcible argument simply +because he does not see at the moment how he can make use of it. + +In all probability the time will come when that story or that figure +of speech will just fit in to illustrate some point he is trying to +make. Nor does the correspondent restrict his material to the +subject in which he is directly interested, for ideas spring from +many sources and the advertisement of some firm in an entirely +different line may give him a suggestion or an inspiration that will +enable him to work up an original talking point. And so it will be +found that the sources of material are almost unlimited--limited in +fact, only by the ability of the writer to see the significance of a +story, a figure of speech or an item of news, and connect it up with +his particular proposition. + +But gathering and classifying material available for arguments is +only preliminary work. A wide knowledge of human nature is necessary +to select from these arguments those that will appeal to the +particular prospect or class of prospects you are trying to reach. + +"When you sit down to write an important letter, how do you pick out +your talking points?" + +This question was put to a man whose letters have been largely +responsible for an enormous mail-order business. + +"The first thing I do," he replied, "is to wipe my pen and put the +cork in the ink bottle." + +His answer summarizes everything that can be said about selecting +talking points: before you start to write, study the proposition, +picture in your mind the man to whom you are writing, get his +viewpoint, pick out the arguments that will appeal to him and then +write your letter to that individual. + +The trouble with most letters is that they are not aimed carefully, +the writer does not try to find the range but blazes away in hopes +that some of the shots will take effect. + +There are a hundred things that might be said about this commodity +that you want to market. It requires a knowledge of human nature, +and of salesmanship to single out the particular arguments and the +inducement that will carry most weight with the individual to whom +you are writing. For even if you are preparing a form letter it will +be most effective if it is written directly at some individual who +most nearly represents the conditions, the circumstances and the +needs of the class you are trying to reach. + +Only the new correspondent selects the arguments that are nearest at +hand--the viewpoints that appeal to him. The high score letter +writers look to outside sources for their talking points. One of the +most fruitful sources of information is the men who have bought your +goods. The features that induced them to buy your product, the +things that they talk about are the very things that will induce +others to buy that same product. Find out what pleases the man who +is using your goods and you may be sure that this same feature will +appeal to the prospect. + +It is equally desirable to get information from the man who did not +buy your machine--learn his reasons, find out what objections he has +against it; where, in his estimation, it fell short of his +requirements; for it is reasonably certain that other prospects will +raise the same objections and it is a test of good salesmanship to +anticipate criticisms and present arguments that will forestall such +objections. + +In every office there should be valuable evidence in the files-- +advertisements, letters, circulars, folders and other publicity +matter that has been used in past campaigns. In the most progressive +business houses, every campaign is thoroughly tested out; arguments, +schemes, and talking points are proved up on test lists, the law of +averages enabling the correspondent to tell with mathematical +accuracy the pulling power of every argument he has ever used. The +record of tests; the letters that have fallen down and the letters +that have pulled, afford information that is invaluable in planning +new campaigns. The arguments and appeals that have proved successful +in the past can be utilized over and over again on new lists or +given a new setting and used on old lists. + +The time has passed when a full volley is fired before the +ammunition is tested and the range found. The capable letter writer +tests out his arguments and proves the strength of his talking +points without wasting a big appropriation. His letters are tested +as accurately as the chemist in his laboratory tests the strength or +purity of material that is submitted to him for analysis. How +letters are keyed and tested is the subject of another chapter. + +No matter what kind of a letter you are writing, keep this fact in +mind: never use an argument on the reader that does not appeal to +you, the writer. Know your subject; know your goods from the source +of the raw material to the delivery of the finished product. And +then in selling them, pick out the arguments that will appeal to the +reader; look at the proposition through the eyes of the prospect; +sell yourself the order first and you will have found the talking +points that will sell the prospect. + + + + +When You _Sit Down_ To +WRITE + +PART I--PREPARING TO WRITE THE LETTER--CHAPTER 4 + + +_The weakness of most letters is not due to ungrammatical sentences +or to a poor style, but to a wrong viewpoint: the writer presents a +proposition from his own viewpoint instead of that of the reader. +The correspondent has gone far towards success when he can_ +VISUALIZE _his prospect, see his environments, his needs, his +ambitions, and_ APPROACH _the_ PROSPECT _from_ THIS ANGLE. _This +chapter tells how to get the class idea; how to see the man to whom +you are writing and that equally important qualification, how to get +into the mood for writing--actual methods used by effective +correspondents_ + + * * * * * + +When you call on another person or meet him in a business +transaction you naturally have in mind a definite idea of what you +want to accomplish. That is, if you expect to carry your point. You +know that this end cannot be reached except by a presentation which +will put your proposition in such a favorable light, or offer such +an inducement, or so mould the minds of others to your way of +thinking that they will agree with you. And so before you meet the +other person you proceed to plan your campaign, your talk, your +attitude to fit his personality and the conditions under which you +expect to meet. + +An advertising man in an eastern mining town was commissioned to +write a series of letters to miners, urging upon them the value of +training in a night school about to be opened. Now he knew all about +the courses the school would offer and he was strong on generalities +as to the value of education. But try as he would, the letters +refused to take shape. Then suddenly he asked himself, "What type of +man am I really trying to reach?" + +And there lay the trouble. He had never met a miner face to face in +his life. As soon as he realized this he reached for his hat and +struck out for the nearest coal breaker. He put in two solid days +talking with miners, getting a line on the average of intelligence, +their needs--the point of contact. Then he came back and with a +vivid picture of his man in mind, he produced a series of letters +that glowed with enthusiasm and sold the course. + +A number of years ago a printer owning a small shop in an Ohio city +set out to find a dryer that would enable him to handle his work +faster and without the costly process of "smut-sheeting." He +interested a local druggist who was something of a chemist and +together they perfected a dryer that was quite satisfactory and the +printer decided to market his product. He wrote fifteen letters to +acquaintances and sold eleven of them. Encouraged, he got out one +hundred letters and sold sixty-four orders. On the strength of this +showing, his banker backed him for the cost of a hundred thousand +letters and fifty-eight thousand orders were the result. + +The banker was interested in a large land company and believing the +printer must be a veritable wizard in writing letters, made him an +attractive offer to take charge of the advertising for the company's +Minnesota and Canada lands. + +The man sold his business, accepted the position--and made a signal +failure. He appealed to the printers because he knew their +problems--the things that lost them money, the troubles that caused +them sleepless nights--and in a letter that bristled with shop talk +he went straight to the point, told how he could help them out of at +least one difficulty--and sold his product. + +But when it came to selling western land he was out of his element. +He had never been a hundred miles away from his home town; he had +never owned a foot of real estate; "land hunger" was to him nothing +but a phrase; the opportunities of a "new country" were to him +academic arguments--they were not realities. + +He lost his job. Discouraged but determined, he moved to Kansas +where he started a small paper--and began to study the real estate +business. One question was forever on his lips: "Why did you move +out here?" And to prospective purchasers, "Why do you want to buy +Kansas land? What attracts you?" + +Month after month he asked these questions of pioneers and +immigrants. He wanted their viewpoint, the real motive that drove +them westward. Then he took in a partner, turned the paper over to +him and devoted his time to the real estate business. Today he is at +the head of a great land company and through his letters and his +advertising matter he has sold hundreds of thousands of acres to +people who have never seen the land. But he tells them the things +they want to know; he uses the arguments that "get under the skin." + +He spent years in preparing to write his letters and bought and sold +land with prospects "face to face" long before he attempted to deal +with them by letter. He talked and thought and studied for months +before he dipped his pen into ink. + +Now before he starts a letter, he calls to mind someone to whom he +has sold a similar tract in the past; he remembers how each argument +was received; what appeals struck home and then, in his letter, he +talks to that man just as earnestly as if his future happiness +depended upon making the one sale. + +The preparation to write the letter should be two-fold: knowing your +product or proposition and knowing the man you want to reach. You +have got to see the proposition through the eyes of your prospect. +The printer sold his ink dryer because he looked at it from the +angle of the buyer and later he sold real estate, but not until he +covered up his own interest and presented the proposition from the +viewpoint of the prospect. + +Probably most successful letter writers, when they sit down to +write, consciously or unconsciously run back over faces and +characteristics of friends and acquaintances until they find someone +who typifies the class they desire to reach. When writing to women, +one man always directs his appeal to his mother or sister; if trying +to interest young men he turns his mind back to his own early +desires and ambitions. + +Visualize your prospect. Fix firmly in your mind some one who +represents the class you are trying to reach; forget that there is +any other prospect in the whole world; concentrate your attention +and selling talk on this one individual. + +"If you are going to write letters that pull," says one successful +correspondent, "you have got to be a regular spiritualist in order +to materialize the person to whom you are writing; bring him into +your office and talk to him face to face." + +"The first firm I ever worked for," he relates, "was Andrew Campbell +& Son. The senior Campbell was a conservative old Scotchman who had +made a success in business by going cautiously and thoroughly into +everything he took up. The only thing that would appeal to him would +be a proposition that could be presented logically and with the +strongest kind of arguments to back it up. The son, on the other +hand, was thoroughly American; ready to take a chance, inclined to +plunge and try out a new proposition because it was new or unique; +the novelty of a thing appealed to him and he was interested because +it was out of the ordinary. + +"Whenever I have an important letter to write, I keep these two men +in mind and I center all my efforts to convince them; using +practical, commonsense arguments to convince the father, and enough +snappy 'try-it-for-yourself' talk to win the young man." + +According to this correspondent, every firm in a measure represents +these two forces, conservative and radical, and the strongest letter +is the one that makes an appeal to both elements. + +A young man who had made a success in selling books by mail was +offered double the salary to take charge of the publicity department +of a mail-order clothing house. He agreed to accept--two months +later. Reluctantly the firm consented. + +The firm saw or heard nothing from him until he reported for work. +He had been shrewd enough not to make the mistake of the printer who +tried to sell land and so he went to a small town in northern Iowa +where a relative owned a clothing store and started in as a clerk. +After a month he jumped to another store in southern Minnesota. At +each place--typical country towns--he studied the trade and when not +waiting on customers busied himself near some other clerk so he +could hear the conversation, find out the things the farmers and +small town men looked for in clothes and learn the talking points +that actually sell the goods. + +This man who had a position paying $6,000 a year waiting for him +spent two months at $9 a week preparing to write. A more conceited +chap would have called it a waste of time, but this man thought that +he could well afford to spend eight weeks and sacrifice nearly a +thousand dollars learning to write letters and advertisements that +would sell clothes by mail. + +At the end of the year he was given a raise that more than made up +his loss. Nor is he content, for every year he spends a few weeks +behind the counter in some small town, getting the viewpoint of the +people with whom he deals, finding a point of contact, getting local +color and becoming familiar with the manner of speech and the +arguments that will get orders. + +When he sits down to write a letter or an advertisement he has a +vivid mental picture of the man he wants to interest; he knows that +man's process of thinking, the thing that appeals to him, the +arguments that will reach right down to his pocket-book. + +A man who sells automatic scales to grocers keeps before him the +image of a small dealer in his home town. The merchant had fallen +into the rut, the dust was getting thicker on his dingy counters and +trade was slipping away to more modern stores. + +"Mother used to send me on errands to that store when I was a boy," +relates the correspondent, "and I had been in touch with it for +twenty years. I knew the local conditions; the growth of competition +that was grinding out the dealer's life. + +"I determined to sell him and every week he received a letter from +the house--he did not know of my connection with it--and each letter +dealt with some particular problem that I knew he had to face. I +kept this up for six months without calling forth a response of any +kind; but after the twenty-sixth letter had gone out, the manager +came in one day with an order--and the cash accompanied it. The +dealer admitted that it was the first time he had ever bought +anything of the kind by mail. But I knew _his_ problems, and I +connected them up with our scales in such a way that he _had_ to +buy. + +"Those twenty-six letters form the basis for all my selling +arguments, for in every town in the country there are merchants in +this same rut, facing the same competition, and they can be reached +only by connecting their problems with our scales." + +No matter what your line may be, you have got to use some such +method if you are going to make your letters pull the orders. +Materialize your prospect; overcome every objection and connect +_their_ problems with _your_ products. + +When you sit down to your desk to write a letter, how do you get +into the right mood? Some, like mediums, actually work themselves +into a sort of trance before starting to write. One man insists that +he writes good letters only when he gets mad--which is his way of +generating nervous energy. + +Others go about it very methodically and chart out the letter, point +by point. They analyze the proposition and out of all the possible +arguments and appeals, carefully select those that their experience +and judgment indicate will appeal strongest to the individual whom +they are addressing. On a sheet of paper one man jots down the +arguments that may be used and by a process of elimination, +scratches off one after another until he has left only the ones most +likely to reach his prospect. + +Many correspondents keep within easy reach a folder or scrapbook of +particularly inspiring letters, advertisements and other matter +gathered from many sources. One man declares that no matter how dull +he may feel when he reaches the office in the morning he can read +over a few pages in his scrapbook and gradually feel his mind clear; +his enthusiasm begins to rise and within a half hour he is keyed up +to the writing mood. + +A correspondent in a large mail-order house keeps a scrapbook of +pictures--a portfolio of views of rural life and life in small +towns. He subscribes to the best farm papers and clips out pictures +that are typical of rural life, especially those that represent +types and show activities of the farm, the furnishings of the +average farm house--anything that will make clearer the environment +of the men and women who buy his goods. When he sits down to write a +letter he looks through this book until he finds some picture that +typifies the man who needs the particular article he wants to sell +and then he writes to that man, keeping the picture before him, +trying to shape every sentence to impress such a person. Other +correspondents are at a loss to understand the pulling power of his +letters. + +A sales manager in a typewriter house keeps the managers of a score +of branch offices and several hundred salesmen gingered up by his +weekly letters. He prepares to write these letters by walking +through the factory, where he finds inspiration in the roar of +machinery, the activity of production, the atmosphere of actual +creative work. + +There are many sources of inspiration. Study your temperament, your +work and your customers to find out under what conditions your +production is the easiest and greatest. It is neither necessary nor +wise to write letters when energies and interest are at a low ebb, +when it is comparatively easy to stimulate the lagging enthusiasm +and increase your power to write letters that bring results. + + + + +How To _Begin_ A BUSINESS +Letter + +PART II--HOW TO WRITE THE LETTER--CHAPTER 5 + + +_From its saluation to its signature a business letter must hold the +interest of the reader or fail in its purpose. The most important +sentence in it is obviously the_ FIRST _one, for upon it depends +whether the reader will dip further into the letter or discard it +into the waste basket_. IN THAT FIRST SENTENCE THE WRITER HAS HIS +CHANCE. _If he is really capable, he will not only attract the +reader's interest in that first sentence, but put him into a +receptive mood for the message that follows. Here are some sample +ways of "opening" a business letter_ + + * * * * * + +No matter how large your tomorrow morning's mail, it is probable +that you will glance through the first paragraph of every letter you +open. If it catches your attention by reference to something in +which you are interested, or by a clever allusion or a striking head +line or some original style, it is probable you will read at least +the next paragraph or two. But if these paragraphs do not keep up +your interest the letter will be passed by unfinished. If you fail +to give the letter a full reading the writer has only himself to +blame. He has not taken advantage of his opportunity to carry your +interest along and develop it until he has driven his message home, +point by point. + +In opening the letter the importance of the salutation must not be +ignored. If a form letter from some one who does not know Mr. Brown, +personally, starts out "Dear Mr. Brown," he is annoyed. A man with +self-respect resents familiarity from a total stranger--someone who +has no interest in him except as a possible customer for his +commodity. + +If a clerk should address a customer in such a familiar manner it +would be looked upon as an insult. Yet it is no uncommon thing to +receive letters from strangers that start out with one of these +salutations: + + "Dear Benson:" + "My dear Mr. Benson:" + "Respected Friend:" + "Dear Brother:" + +While it is desirable to get close to the reader; and you want to +talk to him in a very frank manner and find a point of personal +contact, this assumption of friendship with a total stranger +disgusts a man before he begins your letter. You start out with a +handicap that is hard to overcome, and an examination of a large +number of letters using such salutations are enough to create +suspicion for all; too often they introduce some questionable +investment proposition or scheme that would never appeal to the +hard-headed, conservative business man. + +"Dear Sir" or "Gentlemen" is the accepted salutation, at least until +long correspondence and cordial relations justify a more intimate +greeting. The ideal opening, of course, strikes a happy medium +between too great formality on the one hand and a cringing servility +or undue familiarity on the other hand. + +No one will dispute the statement that the reason so many selling +campaigns fail is not because of a lack of merit in the propositions +themselves but because they are not effectively presented. + +For most business men read their letters in a receptive state of +mind. The letterhead may show that the message concerns a +duplicating machine and the one to whom it is addressed may feel +confident in his own mind that he does not want a duplicating +machine. At the same time he is willing to read the letter, for it +may give him some new idea, some practical suggestion as to how such +a device would be a good investment and make money for him. He is +anxious to learn how the machine may be related to his particular +problems. But it is not likely that he has time or sufficient +interest to wade through a long letter starting out: + + +"We take pleasure in sending you under separate cover catalogue of +our latest models of Print-Quicks, and we are sure it will prove of +interest to you." + + * * * * * + +The man who has been sufficiently interested in an advertisement to +send for a catalogue finds his interest cooling rapidly when he +picks up a letter that starts out like this: + + +"We have your valued inquiry of recent date, and we take pleasure in +acknowledging," and so forth. + + * * * * * + +Suppose the letter replying to his inquiry starts out in this style: + + +"The picture on page 5 of our catalogue is a pretty fair +one, but I wish you could see the desk itself." + + * * * * * + +The reader's attention is immediately gripped and he reaches for the +catalogue to look at the picture on page five. + +To get attention and arouse interest, avoid long-spun introductions +and hackneyed expressions. Rambling sentences and loose paragraphs +have proved the graveyard for many excellent propositions. Time-worn +expressions and weather-beaten phrases are poor conductors, there, +is too much resistance-loss in the current of the reader's interest. + +The best way to secure attention naturally depends upon the nature +of the proposition and the class of men to whom the letter is +written. + +One of the most familiar methods is that known to correspondents as +the "mental shock." The idea is to put at the top of the letter a +"Stop! Look! Listen!" sign. Examples of this style are plentiful: + + + THIS MEANS MONEY TO YOU--_BIG MONEY_ + LET ME PAY YOUR NEXT MONTH'S RENT + READ IT--ON OUR WORD IT'S WORTH READING + STOP SHOVELING YOUR MONEY INTO THE FURNACE + NOW LISTEN! I WANT A PERSONAL WORD WITH YOU + CUT YOUR LIGHT BILL IN HALF + + * * * * * + +Such introductions have undoubtedly proved exceedingly effective at +times, but like many other good things, the idea has been +overworked. The catch-line of itself sells no goods and to be +effective it must be followed by trip-hammer arguments. Interest +created in this way is hard to keep up. + +The correspondent may use a catch-line, just as the barker at a side +show uses a megaphone--the noise attracts a crowd but it does not +sell the tickets. It is the "spiel" the barker gives that packs the +tent. And so the average man is not influenced so much by a bold +catch-line in his letters as by the paragraphs that follow. Some +correspondents even run a catch-line in red ink at the top of the +page, but these yellow journal "scare-heads" fall short with the +average business proposition. + +Then attention may be secured, not by a startling sentence but by +the graphic way in which a proposition is stated. Here is an opening +that starts out with a clear-cut swing: + + +"If we were to offer you a hundred-dollar bill as a gift we take it +for granted that you would be interested. If, then, our goods will +mean to you many times that sum every year isn't the proposition +still more interesting? Do you not want us to demonstrate what we +say? Are you not willing to invest a little of your time watching +this demonstration?" + + * * * * * + +This reference to a hundred-dollar bill creates a concrete image +in the mind of the reader. The letters that first used this +attention-getter proved so effective that the idea has been worked +over in many forms. Here is the effective way one correspondent +starts out: + + +"If this letter were printed on ten-dollar bills it could scarcely +be more valuable to you than the offer it now contains. You want +money; we want your business. Let's go into partnership." + + * * * * * + +Here is a letter sent out by a manufacturer of printing presses: + + +"If your press feeders always showed up on Monday morning; if they +were never late, never got tired, never became careless, never +grumbled about working overtime, you would increase the output of +your plant, have less trouble, make more money--that is why you will +be interested in the Speedwell Automatic feeding attachment." + + * * * * * + +This paragraph summarizes many of the troubles of the employing +printer. It "gets under his skin," it is graphic, depicting one of +the greatest problems of his business and so he is certain to read +the letter and learn more about the solution that it offers. + +This same paragraph might also be used as a good illustration of +that effective attention-getter, the quick appeal to the problems +that are of most concern to the reader. The one great trouble with +the majority of letters is that they start out with "we" and from +first to last have a selfish viewpoint: + + +"We have your valued inquiry of recent date and, as per your +request, we take pleasure in enclosing herewith a copy of our latest +catalogue," and so forth. + + * * * * * + +Don't begin by talking about yourself, your company, your business, +your growth, your progress, your improved machinery, your increased +circulation, your newly invested capital. The reader has not the +faintest interest in you or your business until he can see some +connection between it and his own welfare. By itself it makes no +play whatever to his attention; it must first be coupled up with his +problems and his needs. + +Begin by talking about him, his company, his business, his progress, +his troubles, his disappointments, his needs, his ambition. + +That is where he lives day and night. Knock at that door and you +will find him at home. Touch upon some vital need in his business-- +some defect or tangle that is worrying him--some weak spot that he +wants to remedy--some cherished ambition that haunts him--and you +will have rung the bell of his interest. A few openings that are +designed to get the reader's attention and induce him to read +farther, are shown here: + + +"Your letter reached me at a very opportune time as I have been +looking for a representative in your territory." + + * * * * * + + +"By using this code you can telegraph us for any special article you +want and it will be delivered at your store the following morning. +This will enable you to compete with the large mail-order houses. It +will give you a service that will mean more business and satisfied +customers." + + * * * * * + + +"You can save the wages of one salesman in every department of your +store. Just as you save money by using a typewriter, addressograph, +adding machine, cash register and other modern equipments, so you +can save it by installing a Simplex." + + * * * * * + + +"Don't you want to know how to add two thousand square feet of +display to some department of your store in exchange for twenty feet +of wall?" + + * * * * * + +"Yes, there is a mighty good opening in your territory for hustling +salesmen. You will receive a complete outfit by express so you can +start at once." + + * * * * * + +Keep the interest of the reader in mind. No matter how busy he is, +he will find time to read your letter if you talk about his problems +and his welfare. + +Some correspondents, having taken only the first lesson in business +letter writing, over-shoot the mark with a lot of "hot air" that is +all too apparent. Here is the opening paragraph from one of these +writers: + + +"By the concise and business-like character of your letter of +inquiry we know that you would be very successful in the sale of our +typewriters. This personal and confidential circular letter is sent +only to a few of our selected correspondents whom we believe can be +placed as general agents." + + * * * * * + +As a matter of fact, the gentleman to whom this letter was sent had +written with a lead pencil on a post card asking for further +particulars regarding propositions to salesmen. It is a good +illustration of the form letter gone wrong. The inquirer had not +written a concise and business-like letter and there was not the +slightest reason why the firm should send him a personal and +confidential proposition and if the proposition were really +confidential, it would not be printed in a circular letter. + +Here is the opening paragraph of a letter typical in its lack of +originality and attention-getting qualities: + + +"We are in receipt of yours of recent date and in reply wish to +state that you will find under separate cover a copy of our latest +catalogue, illustrating and describing our Wonder Lighting System. +We are sure the information contained in this catalogue will be of +interest to you." + + * * * * * + +Not only is the paragraph devoid of interest-getting features, but +it is written from the wrong standpoint--"we" instead of "you." + +Re-write the paragraph and the reader is certain to have his +interest stimulated: + + +"The catalogue is too large to enclose with this letter and so you +will find it in another envelope. You will find on page 4 a complete +description of the Wonder System of Lighting, explaining just how it +will cut down your light bill. This system is adapted to use in +stores, factories, public halls and homes--no matter what you want +you will find it listed in this catalogue." + + * * * * * + +Then it is possible to secure attention by some familiar allusion, +some reference to facts with which the reader is familiar: + + +"In our fathers' day, you know, all fine tableware was hand +forged--that meant quality but high cost." + + * * * * * + +The opening statement secures the assent of the reader even before +he knows what the proposition is. Sometimes an allusion may be +introduced that does not come home so pointedly to the reader but +the originality of the idea appeals to him. By its very cleverness +he is led to read further. Here is the beginning of a letter sent +out by an advertising man and commercial letter writer: + + +"The Prodigal Son might have started home much sooner had he +received an interesting letter about the fatted calf that awaited +his coming. + +"The right sort of a letter would have attracted his attention, +aroused his interest, created a desire and stimulated him to +action." + + * * * * * + +Then there is the opening that starts out with an appeal to human +interest. It is the one opening where the writer can talk about +himself and still get attention and work up interest: + + +"Let me tell you how I got into the mail order business and made so +much money out of it." + + * * * * * + + +"I wish I could have had the opportunity thirty years ago that you +have today. Did I ever tell you how I started out?" + + * * * * * + + +"I have been successful because I have confidence in other people." + + * * * * * + + +"I was talking to Mr. Phillips, the president of our institution, +this morning, and he told me that you had written to us concerning +our correspondence course." + + * * * * * + +These personal touches bring the writer and reader close together +and pave the way for a man-to-man talk. + +Then there is a way of getting attention by some novel idea, +something unusual in the typography of the letter, some unusual +idea. One mail-order man puts these two lines written with a +typewriter across the top of his letterheads: + + +"EVEN IF YOU HAD TO PAY TO SECURE A COPY OF THIS LETTER--OR HAD TO +TAKE A DAY OFF TO READ IT--YOU COULD NOT AFFORD TO FAIL TO CONSIDER +IT." + + * * * * * + +Few men would receive a letter like that without taking the time to +read it, at least hurriedly, and if the rest of the argument is +presented with equal force the message is almost sure to be carried +home. + +Another mail-order house sending out form letters under one-cent +postage, inserts this sentence directly under the date line, to the +right of the name and address: + + +"Leaving our letter unsealed for postal inspection is the best proof +that our goods are exactly as represented." + + * * * * * + +The originality of the idea impresses one. There is no danger that +the letter will be shunted into the waste basket without a reading. + +There are times when it is necessary to disarm the resentment of the +reader in the very first paragraph, as, for instance, when there has +been a delay in replying to a letter. An opening that is all too +common reads: + + +"I have been so extremely busy that your letter has not received my +attention." + + * * * * * + +Or the writer may be undiplomatic enough to say: + + +"Pardon delay. I have been so much engaged with other matters that I +have not found time to write you." + + * * * * * + +The considerate correspondent is always careful that his +opening does not rub the wrong way. One writer starts out +by saying: + + +"You have certainly been very patient with me in the matter of your +order and I wish to thank you for this." + + * * * * * + +Here are the first five paragraphs of a two-page letter from +an investment firm. The length of the letter is greatly against +it and the only hope the writer could have, would be in getting +the attention firmly in the opening paragraph: + + +"My dear Mr. Wilson: + +"I want to have a personal word with you to explain this matter. + +"I don't like to rush things; I believe in taking my time. I always +try to do it. I want you to do the same thing, but there are +exceptions to all rules: sometimes we cannot do things just the way +we want to and at the same time reap all the benefits. + +"Here is the situation. I went out to the OIL FIELDS OF CALIFORNIA +and while there I DID DEVOTE PLENTY AND AMPLE TIME TO PROPER +INVESTIGATION. I went into the thing thoroughly. I went there +intending to INVEST MY OWN MONEY if I found things right. + +"My main object in leaving for California was to INVESTIGATE FOR MY +CLIENTS, but I would not advise my clients to invest THEIR money +unless the situation was such that I would invest MY OWN money. +That's where I stand--first, last and all the time. + +"I don't go into the torrid deserts in the heat of the summer and +stay there for weeks just for fun. There is no fun or pleasure to +it, let me tell you. It's hard work when one investigates properly, +and I surely did it right. I guess you know that." + + * * * * * + +The letter is not lacking in style; the writer knows how to put +things forcibly, but he takes up half a page of valuable space +before he says anything vital to his subject. See how much stronger +his letter would have been had he started with the fifth paragraph, +following it with the fourth paragraph. + +The great weakness in many letters is padding out the introduction +with non-essential material. It takes the writer too long to get +down to his proposition. Here is a letter from a concern seeking to +interest agents: + + +"We are in receipt of your valued inquiry and we enclose herewith +full information in regard to the E. Z. Washing Compound and our +terms to agents. + +"We shall be pleased to mail you a washing sample post-paid on +receipt of four cents in two-cent stamps or a full size can for ten +cents, which amount you may subtract from your first order, thus +getting the sample free. We would like to send you a sample without +requiring any deposit but we have been so widely imposed upon by +'sample grafters' in the past that we can no longer afford to do +this." + + * * * * * + +The first paragraph is hackneyed and written from the standpoint of +the writer rather than that of the reader. The second paragraph is a +joke. Seven lines, lines that ought to be charged with magnetic, +interest-getting statements, are devoted to explaining why ten +cents' worth of samples are not sent free, but that this +"investment" will be deducted from the first order. What is the use +of saving a ten-cent sample if you lose the interest of a possible +agent, whose smallest sales would amount to several times this sum? + +It is useless to spend time and thought in presenting your +proposition and working in a clincher unless you get attention and +stimulate the reader's interest in the beginning. Practically +everyone will read your opening paragraph--whether he reads further +will depend upon those first sentences. + +Do not deceive yourself by thinking that because your proposition is +interesting to you, it will naturally be interesting to others. Do +not put all your thought on argument and inducements--the man to +whom you are writing may never read that far. + +Lead up to your proposition from the reader's point of view; couple +up your goods with his needs; show him where he will benefit and he +will read your letter through to the postscript. Get his attention +and arouse his interest--then you are ready to present your +proposition. + + + + +How To _Present_ Your +PROPOSITION + +PART II--HOW TO WRITE THE LETTER--CHAPTER 6 + + +_After attention has been secured, you must lead quickly to your +description and explanation; visualize your product and introduce +your proof, following this up with arguments. The art of the letter +writer is found in his ability to lead the reader along, paragraph +by paragraph, without a break in the_ POINT _of_ CONTACT _that has +been established. Then the proposition must be presented so clearly +that there is no possibility of its being misunderstood, and the +product or the service must be coupled up with the_ READER'S NEEDS + +_How this can be done is described in this chapter_ + + * * * * * + +After you have attracted attention and stimulated the interest of +the reader, you have made a good beginning, but only a beginning; +you then have the hard task of holding that interest, explaining +your proposition, pointing out the superiority of the goods or the +service that you are trying to sell and making an inducement that +will bring in the orders. Your case is in court, the jury has been +drawn, the judge is attentive and the opposing counsel is alert--it +is up to you to prove your case. + +Good business letter, consciously or unconsciously usually contains +four elements: description, explanation, argument and persuasion. +These factors may pass under different names, but they are present +and most correspondents will include two other elements--inducement +and clincher. + +In this chapter we will consider description, explanation and +argument as the vehicles one may use in carrying his message to the +reader. + +An essential part of all sales letters is a clear description of the +article or goods--give the prospect a graphic idea of how the thing +you are trying to sell him looks, and this description should follow +closely after the interest-getting introduction. To describe an +article graphically one has got to know it thoroughly: the material +of which it is made; the processes of manufacture; how it is sold +and shipped--every detail about it. + +There are two extremes to which correspondents frequently go. One +makes the description too technical, using language and terms that +are only partially understood by the reader. He does not appreciate +that the man to whom he is writing may not understand the technical +or colloquial language that is so familiar to everyone in the house. + +For instance, if a man wants to install an electric fan in his +office, it would be the height of folly to write him a letter filled +with technical descriptions about the quality of the fan, the +magnetic density of the iron that is used, the quality of the +insulation, the kilowatts consumed--"talking points" that +would be lost on the average business man. The letter that +would sell him would give specific, but not technical information, +about how the speed of the fan is easily regulated, that it needs +to be oiled but once a year, and costs so much a month to operate. +These are the things in which the prospective customer is +interested. + +Then there is the correspondent whose descriptions are too vague; +too general--little more than bald assertions. A letter from a +vacuum cleaner manufacturing company trying to interest agents is +filled with such statements as: "This is the best hand power machine +ever manufactured," "It is the greatest seller ever produced," "It +sells instantly upon demonstration." No one believes such +exaggerations as these. Near the end of the letter--where the writer +should be putting in his clincher, there is a little specific +information stating that the device weighs only five pounds, is made +of good material and can be operated by a child. If this paragraph +had followed quickly after the introduction and had gone into +further details, the prospect might have been interested, but it is +probable that the majority of those who received the letter never +read as far as the bottom of the second page. + +If a man is sufficiently interested in a product to write for +catalogue and information, or if you have succeeded in getting his +attention in the opening paragraph of a sales letter, he is certain +to read a description that is specific and definite. + +The average man thinks of a work bench as a work bench and would be +at a loss to describe one, but he has a different conception after +reading these paragraphs from a manufacturer's letter: + + +"Just a word so you will understand the superiority of our goods. + +"Our benches are built principally of maple, the very best Michigan +hard maple, and we carry this timber in our yards in upwards of a +million feet at a time. It is piled up and allowed to air dry for at +least two years before being used; then the stock is kiln dried to +make sure that the lumber is absolutely without moisture or sap, and +we know there can be no warping or opening of glue joints in the +finished product. + +"Our machinery is electrically driven, securing an even drive to the +belt, thus getting the best work from all equipment--absolutely +true cuts that give perfect joints to all work. + +"Then, as to glue: Some manufacturers contend that any glue that +sticks will do. We insist there should be no question about glue +joints; no 'perhaps' in our argument. That's why we use only the +best by test; not merely sticking two pieces of wood together to try +the joint quality, but glue that is scientifically tested for +tenacity, viscosity, absorption, and for acid or coloring matter--in +short, every test that can be applied." + + * * * * * + +This description is neither too technical nor too general; it +carries conviction, it is specific enough to appeal to a master +carpenter, and it is clear enough to be understood by the layman who +never handled a saw or planer. + +It may be laid down as a principle that long description should +ordinarily be made in circulars, folders or catalogues that are +enclosed with the letter or sent in a separate envelope, but +sometimes it is desirable to emphasize certain points in the letter. +Happy is the man who can eject enough originality into this +description to make it easy reading. The majority of correspondents, +in describing the parts of an automobile, would say: + + +"The celebrated Imperial Wheel Bearings are used, These do not need +to be oiled oftener than once in six months." + + * * * * * + +A correspondent who knew how to throw light into dark places said: + + +"Imperial Wheel Bearings: grease twice a year and forget." + + * * * * * + +This "and forget" is such a clever stroke that you are carried on +through the rest of the letter, and you are not bored with the +figures and detailed description. + +In a similar way a sales manager, in writing the advertising matter +for a motor cycle, leads up to his description of the motor and its +capacity by the brief statement: "No limit to speed but the law." +This is a friction clutch on the imagination that carries the +reader's interest to the end. + +One writer avoids bringing technical descriptions into his letters, +at the same time carrying conviction as to the quality of his goods: + + +"This metal has been subjected to severe accelerated corrosion tests +held in accordance with rigid specifications laid down by the +American Society for Testing Material, and has proven to corrode +much less than either charcoal iron, wrought iron, or steel sheet. + +"A complete record of these tests and results will be found on the +enclosed sheet." + + * * * * * + +Then there are times when description may be almost entirely +eliminated from the letter. For instance, if you are trying to sell +a man a house and lot and he has been out to look at the place and +has gone over it thoroughly, there is little more that you can say +in the way of description. Your letter must deal entirely with +arguments as to why he should buy now--persuasion, inducement. Or, +if you are trying to sell him the typewriter that he has been trying +out in his office for a month, description is unnecessary--the load +your letter must carry is lightened. And there are letters in which +explanation is unnecessary. If you are trying to get a man to order +a suit of clothes by mail, you will not explain the use of clothes +but you will bear down heavily on the description of the material +that you put into these particular garments and point out why it is +to his advantage to order direct of the manufacturers. + +But if you are presenting a new proposition, it is necessary to +explain its nature, its workings, its principles and appliances. If +you are trying to sell a fountain pen you will not waste valuable +space in explaining to the reader what a fountain pen is good for +and why he should have one, but rather you will give the reasons for +buying your particular pen in preference to others. You will explain +the self-filling feature and the new patent which prevents its +leaking or clogging. + +It is not always possible to separate description and explanation. +Here is an illustration taken from a letter sent out by a mail-order +shoe company: + + +"I hope your delay in ordering is not the result of any lack of +clear information about Wearwells. Let me briefly mention some of +the features of Wearwell shoes that I believe warrant you in +favoring us with your order: + + (A) Genuine custom style; + (B) Highest grade material and workmanship; + (C) The best fit--thanks to our quarter-sized system--that it is + possible to obtain in shoes; + (D) Thorough foot comfort and long wear; + (E) Our perfect mail-order service; and + (F) The guaranteed PROOF OF QUALITY given in the specification + tag sent with every pair." + + * * * * * + +This is a concise summary of a longer description that had been +given in a previous letter and it explains why the shoes will give +satisfaction. + +Here is the paragraph by which the manufacturer of a time-recording +device, writing about the advantages of his system puts in +explanation plus argument: + + +"Every employee keeps his own time and cannot question his own +record. All mechanism is hidden and locked. Nothing can be tampered +with. The clock cannot be stopped. The record cannot be beaten. + +"This device fits into any cost system and gives an accurate record +of what time every man puts on every job. It serves the double +purpose of furnishing you a correct time-on-job cost and prevents +loafing. It stops costly leaks and enables you to figure profit to +the last penny." + + * * * * * + +Explanation may run in one of many channels. It may point out how +the careful selection of raw material makes your product the best, +or how the unusual facilities of your factory or the skill of your +workmen, or the system of testing the parts assures the greatest +value. You might explain why the particular improvements and the +patents on your machines make it better or give it greater capacity. +The description and the explanation must of necessity depend upon +the character of the proposition, but it may be laid down as a +general principle that the prospect must be made to understand +thoroughly just what the article is for, how it is made, how it +looks, how it is used, and what its points of superiority are. +Whenever possible, the description and explanation in the letter +should be reinforced by samples or illustrations that will give a +more graphic idea of the product. + +The prospect may be sufficiently familiar with the thing you are +selling to relieve you of the necessity of describing and +explaining, although usually these supports are necessary for a +selling campaign. But it must be remembered that description and +explanation alone do not make a strong appeal to the will. They may +arouse interest and excite desire but they do not carry conviction +as argument does. Some letters are full of explanation and +description but lack argument. The repair man from the factory may +give a good explanation of how a machine works, but the chances are +he would fall down in trying to sell the machine, unless he +understood how to reinforce his explanations with a salesman's +ability to use argument and persuasion. + +And so you must look well to your arguments, and the arguments that +actually pull the most orders consist of proofs--cold, hard logic +and facts that cannot be questioned. As you hope for the verdict of +the jury you must prove your case. It is amazing how many +correspondents fail to appreciate the necessity for arguments. Pages +will be filled with assertions, superlative adjectives, boastful +claims of superiority, but not one sentence that offers proof of any +statement, not one logical reason why the reader should be +interested. + +"We know you will make a mint of money if you put in our goods." +"This is the largest and most complete line in the country." "Our +factory has doubled its capacity during the last three years." "Our +terms are the most liberal that have ever been offered." "You are +missing the opportunity of your lifetime if you do not accept this +proposition." "We hope to receive your order by return mail, for you +will never have such a wonderful opportunity again." Such sentences +fill the pages of thousands of letters that are mailed every day. + + +"Our system of inspection with special micrometer gauges insures all +parts being perfect--within one-thousandth of an inch of absolute +accuracy. This means, too, any time you want an extra part of your +engine for replacement that you can get it and that it will fit. If +we charged you twice as much for the White engine, we could not give +you better material or workmanship." + + * * * * * + +Now this is an argument that is worth while: that the parts of the +engine are so accurately ground that repairs can be made quickly, +and new parts will fit without a moment's trouble. The last sentence +of the paragraph is of course nothing but assertion, but it is +stated in a way that carries conviction. Many correspondents would +have bluntly declared that this was the best engine ever +manufactured, or something of that kind, and made no impression at +all on the minds of the readers. But the statement that the company +could not make a better engine, even if it charged twice as much, +sinks in. + +Proof of quality is always one of the strongest arguments that can +be used. A man wants to feel sure that he is given good value for +his money, it matters not whether he is buying a lead pencil or an +automobile. And next to argument of quality is the argument of +price. Here are some striking paragraphs taken from the letter sent +out by a firm manufacturing gummed labels and advertising stickers: + + +"We would rather talk quality than price because no other concern +prints better stickers than ours--but we can't help talking price +because no other concern charges as little for them as we do." + + * * * * * + +This is a strong statement but it is nothing more than a statement +The writer, however, hastens to come forward with argument and +proof: + + +"You know we make a specialty of gummed labels--do nothing else. We +have special machinery designed by ourselves--machinery that may be +used by no other concern. This enables us to produce better stickers +at a minimum expense. + +"All of our stickers are printed on the best stock, and double +gummed, and, by the way, compare the gumming of our stickers with +those put up by other concerns. We have built up a business and +reputation on _stickers that stick and stay_." + + * * * * * + +If you were in the market for labels you would not hesitate to send +an order to that firm, for the writer gives you satisfying reasons +for the quality and the low price of his goods. The argument in +favor of its goods is presented clearly, concisely, convincingly. + +The argument that will strike home to the merchant is one that +points out his opportunity for gain. Here is the way a wholesale +grocer presented his proposition on a new brand of coffee: + + +"You put in this brand of coffee and we stand back of you and push +sales. Our guarantee of quality goes with every pound we put out. +Ask the opinion of all your customers. If there is the least +dissatisfaction, refund them the price of their coffee and deduct it +from our next bill. So confident are we of the satisfaction that +this coffee will give that we agree to take back at the end of six +months all the remaining stock you have on hand--that is, if you do +not care to handle the brand longer. + +"You have probably never sold guaranteed coffee before. You take no +chances. The profit is as large as on other brands, and your +customers will be impressed with the guarantee placed on every +pound." + + * * * * * + +The guarantee and the offer of the free trial are possibly the two +strongest arguments that can be used either with a dealer or in +straight mail-order selling. + +Among the arguments that are most effective are testimonials and +references to satisfied users. If the writer can refer to some +well-known firm or individual as a satisfied customer he strengthens +his point. + + +"When we showed this fixture to John Wanamaker's man, it took just +about three minutes to close the deal for six of them. Since then +they have ordered seventy-four more." + + * * * * * + +Such references as this naturally inspire confidence in a +proposition and extracts from letters may be used with great effect, +provided the name and address of the writer is given, so that it +will have every appearance of being genuine. + +A solicitor of patents at Washington works into his letters to +prospective clients quotations from manufacturers: + + +"'We wish to be put in communication with the inventor of some +useful novelty, instrument or device, who is looking for a way to +market his invention. We want to increase our business along new +lines and manufacture under contract, paying royalties to the +patentee. + +"'If your clients have any articles of merit that they want to +market, kindly communicate with us. Our business is the manufacture +of patented articles under contract and we can undoubtedly serve +many of your clients in a profitable manner.'" + + * * * * * + +Such extracts as these are intended to impress upon the inventor the +desirability of placing his business with someone who has such a +wide acquaintance and is in a position to put him in touch with +manufacturers. + +To send a list of references may also prove a most convincing +argument, especially if the writer can refer to some man or firm +located near the one to whom he is writing. A mutual acquaintance +forms a sort of connecting link that is a pulling force even though +the reference is never looked up. In fact, it is only on occasions +that references of this kind are investigated, for the mere naming +of banks and prominent business men is sufficient to inspire +confidence that the proposition is "on the square." + +After you have explained your proposition, described your goods and +pointed out to the prospect how it is to his advantage to possess +these goods, the time has come to make him an offer. + +One of the pathetic sins of business letter writers is to work in +the price too early in the letter--before the prospect is interested +in the proposition. The clever salesman always endeavors to work up +one's interest to the highest possible pitch before price is +mentioned at all. Many solicitors consider it so essential to keep +the price in the background until near the end of the canvass that +they artfully dodge the question, "What is the cost?", until they +think the prospect is sufficiently interested not to "shy" when the +figure is mentioned. + +A letter from a company seeking to interest agents starts out +awkwardly with a long paragraph: + + +"We will be pleased to have you act as our salesman. We need a +representative in your city. We know you will make a success." + + * * * * * + +Then follows a second paragraph giving the selling price of a +"complete outfit" although there has not been a line in the letter +to warm up the reader, to interest him in the proposition, to point +out how he can make money and show him where he will benefit by +handling this particular line. + +After this poor beginning the letter goes on with its explanation +and argument, but the message is lost--a message that might have +borne fruit had the writer repressed his own selfish motives and +pointed out how the reader would gain. There is then plenty of time +to refer to the cost of the outfit. + +A letter from a manufacturing concern selling direct to the consumer +starts out in this kill-interest fashion: + + +"Did you get our circular describing the merits of our celebrated +Wonderdown Mattresses which cost, full size, $10 each?" + + * * * * * + +An experienced correspondent would never commit such a blunder for +he would not bring in the price until near the end of the letter; +or, more likely, the dollar mark would not appear in the letter at +all. It would be shown only in an enclosure--folder, circular, +catalogue or price list. So important is this point that many +schemes have been devised for keeping the cost in the back-ground +and this is one of the principal reasons why many concerns are +emphasizing more and more the free trial and selling on instalments. + +One manufacturing company makes a talking point out of the fact that +the only condition on which it will sell a machine is to put it in a +plant for a sixty-day trial; then if it is found satisfactory the +purchaser has his option of different methods of payments: a +discount for all cash or monthly instalments. + +There are many propositions successfully handled by gradually +working up interest to the point where price can be brought in, then +leading quickly to the inducement and the clincher. In such a letter +the price could not be ignored very well and the effect is lost +unless it is brought in at the proper place, directly following the +argument. + +Like all rules, there are exceptions to this. Sometimes where the +reader is familiar with the proposition it may be a good policy to +catch his attention by a special price offer at the very beginning +of the letter. This is frequently done in follow-up letters where it +is reasonably certain that the preceding correspondence has +practically exhausted explanation, description and arguments. The +problem here is different and a special price may be the strongest +talking point. + +Then, of course, there are letters that are intended merely to +arouse the interest of the reader and induce him to write for prices +and further information. The purpose here is to stimulate the +interest and induce the recipient to send in particulars regarding +his needs and ask for terms. After a man's interest has been this +far stimulated it is comparatively easy to quote prices without +frightening him away. + +But in the majority of sales letters an offer must be made, for +price, after all, is the one thing that is, to the reader, of first +importance. Most men want to know all about a proposition without +the bother of further correspondence and so a specific offer should +usually follow the arguments. + + + + +How To Bring The _Letter_ To +A CLOSE + +PART II--HOW TO WRITE THE LETTER--CHAPTER 7 + + +GETTING ATTENTION, _explaining a proposition and presenting +arguments and proofs are essentials in every letter, but they merely +lead up to the vital part_--GETTING ACTION. _They must be closely +followed by_ PERSUASION, INDUCEMENT _and a_ CLINCHER. _The well +written letter works up to a climax and the order should be secured +while interest is at its height. Many correspondents stumble when +they come to the close. This chapter shows how to make a get-away-- +how to hook the order, or if the order is not secured--how to leave +the way open to come back with a follow-up_ + + * * * * * + +Nothing will take the place of arguments and logical reasons in +selling an article or a service. But most salesmen will bear out the +statement that few orders would be taken unless persuasion and +inducement are brought into play to get the prospect's name onto the +dotted line. Persuasion alone sells few goods outside of the church +fair but it helps out the arguments and proofs. The collector's +troubles come mainly from sales that are made by persuasion, for the +majority of men who are convinced by sound arguments and logical +reasons to purchase a machine or a line of goods carry out their +part of the bargain if they can. + +There are a good many correspondents who are clever enough in +presenting their proposition, but display a most limited knowledge +of human nature in using persuasions that rubs the prospect the +wrong way. + + +"Why will you let a few dollars stand between you and success? Why +waste your time, wearing yourself out working for others? Why don't +you throw off the conditions which bind you down to a small income? +Why don't you shake off the shackles? Why don't you rise to the +opportunity that is now presented to you?" + + * * * * * + +Such a letter is an insult to anyone who receives it, for it really +tells him that he is a "mutt" and does not know it. Compare the +preceding paragraph with this forceful appeal: + + +"Remember, the men now in positions you covet did not tumble into +them by accident. At one time they had nothing more to guide them +than an opportunity exactly like this one. Someone pointed out to +them the possibilities and they took the chance and gradually +attained their present success. Have you the courage to make the +start, grasp an opportunity, work out your destiny in this same +way?" + + * * * * * + +This is persuasion by pointing out what others have done. +It is the persuasion of example; an appeal that is dignified and +inspirational. + +And here, as in all other parts of the letter, there is the tendency +to make the appeal from the selfish standpoint--the profits +that will accrue to the writer: + + +"We strongly advise that you get a piece of this land at once. It is +bound to increase in value. You can't lose. Won't you cast your lot +with us now? It is your last opportunity to get a piece of this +valuable land at this extremely low price. Take our word for it and +make your decision now before it is too late." + + * * * * * + +A manufacturer of folding machines got away from this attitude and +cleverly combined persuasion and inducement in an offer made to +newspaper publishers during the month of October: + + +"You want to try this folder thoroughly before you buy it and no +better test can be given than during the holiday season when heavy +advertising necessitates large editions. Now, if you will put in one +of these folders right away and use it every week, we will extend +our usual sixty-day terms to January 15th. This will enable you to +test it out thoroughly and, furthermore, you will not have to make +the first payment until you have opportunity to make collections for +the December advertising. This proposition must be accepted before +Oct. 31st." + + * * * * * + +Such an inducement is timely and doubly effective on this account. +The appeal reaches the newspaper man at the season of the year when +he is busiest; just the time when he most needs a folder, and the +manufacturer provides for the first payment at the time of year when +the average publisher has the largest bank account. + +Occasionally the most effective persuasion is a ginger talk, a +regular "Come on, boys," letter that furnishes the dynamic force +necessary to get some men started: + + +"There is no better time to start in this business than right now. +People always spend money freely just before the holidays--get in +the game and get your share of this loose coin. Remember, we ship +the day the order comes in. Send us your order this afternoon and +the goods will be at your door day after tomorrow. You can have +several hundred dollars in the bank by this time next week. Why not? +All you need to do is to make the decision now. + +"Unless you are blind or pretty well crippled up, you needn't expect +that people will come around and drop good money into your hat. But +they will loosen up if you go out after them with a good proposition +such as this--and provided you get to them before the other fellow. +The whole thing is to get started. Get in motion! Get busy! If you +don't want to take time to write, telegraph at our expense. It +doesn't make much difference how you start, the thing is to start. +Are you with us?" + + * * * * * + +Now, there really is nothing in these two paragraphs except a little +ginger, and a good deal of slang, but this may prove the most +effective stimulant to a man's energy, the kind of persuasion to get +him in motion. + +One thing to be constantly guarded against is exaggeration--"laying +it on too thick." Concerns selling goods on the instalment basis +through agents who are paid on commission, find their hardest +problem is to collect money where the proposition was painted in too +glowing colors. The representative, thinking only of his commission +on the sale, puts the proposition too strong, makes the inducement +so alluring that the goods do not measure up to the salesman's +claims. + +Then the correspondent should be careful not to put the inducement +so strong that it will attract out of curiosity rather than out of +actual intent. Many clever advertisements pull a large number of +inquiries but few sales are made. It is a waste of time and money to +use an inducement that does not stimulate an actual interest. Many a +mailing list is choked with deadwood--names that represent curiosity +seekers and the company loses on both hands, for it costs money to +get those names on the list and it costs more money to get them off +the list. + +The correspondent should never attempt to persuade a man by assuming +an injured attitude. Because a man answers an advertisement or +writes for information, does not put him under the slightest +obligation to purchase the goods and he cannot be shamed into +parting with his money by such a paragraph as this: + + +"Do you think you have treated us fairly in not replying to our +letters? We have written to you time and again just as courteously +as we know how; we have asked you to let us know whether or not you +are interested; we have tried to be perfectly fair and square with +you; and yet you have not done us the common courtesy of replying. +Do you think this is treating us just right? Don't you think you +ought to write us, and if you are not intending to buy, to let us +know the reason?" + + * * * * * + +If the recipient reads that far down into his letter, it will only +serve to make him mad. No matter what inducement the company may +make him later, it is not probable that it can overcome the +prejudice that such an insulting paragraph will have created. + +Some of the correspondence schools understand how to work in +persuasion cleverly and effectively. Here is a paragraph that is +dignified and persuasive: + + +"Remember also that this is the best time of the entire year to get +good positions, as wholesalers and manufacturers all over the +country will put on thousands of new men for the coming season. We +are receiving inquiries right along from the best firms in the +country who ask us to provide them with competent salesmen. We have +supplied them with so many good men that they always look to us when +additional help is required, and just now the demand is so great +that we can gurantee you a position if you start the course this +month." + + * * * * * + +Persuasion plays a small part in selling general commodities, such +as machinery, equipment, supplies, and the articles of every-day +business, but correspondence courses, insurance, banking, building +and loan propositions and various investment schemes can be pushed +and developed by an intelligent use of this appeal. + +Merged with the persuasion or closely following it should be some +inducement to move the reader to "buy now." Description, +explanation, argument and even persuasion are not enough to get the +order. A specific inducement is necessary. There are many things +that we intend to buy sometime, articles in which we have become +interested, but letters about them have been tucked away in a +pigeon-hole until we have more time. It is likely that everyone of +those letters would have been answered had they contained specific +inducements that convinced us it would be a mistake to delay. + +In some form or another, gain is the essence of all inducements, for +gain is the dynamic force to all our business movements. The most +familiar form of inducement is the special price, or special terms +that are good if "accepted within ten days." The inducement of free +trial and free samples are becoming more widely used every day. + +The most effective letters are those that work in the inducement so +artfully that the reader feels he is missing something if he does +not answer. The skillful correspondent does not tell him bluntly +that he will miss the opportunity of a life time if he does not +accept a proposition; he merely suggests it in a way that makes a +much more powerful impression. Here is the way a correspondence +school uses inducements in letters to prospective students in its +mechanical drawing course. After telling the prospect about the +purchase of a number of drawing outfits it follows with this +paragraph: + + +"It was necessary to place this large order in order to secure the +sets at the lowest possible figure. Knowing that this number will +exceed our weekly sales, we have decided to offer these extra sets +to some of the ambitious young men who have been writing to us. If +you will fill out the enclosed scholarship blank and mail at once we +will send you one of these handsome sets FREE, express prepaid. But +this offer must be accepted before the last of the month. At the +rate the scholarship blanks are now coming in, it is more than +likely that the available sets will be exhausted before November +1st. It is necessary therefore that you send us your application at +once." + + * * * * * + +It is not necessary to offer something for nothing in your +inducement. In fact, a good reason is usually a better order getter +than a good premium. Make the man want your proposition--that is the +secret of the good sales letter. If a man really wants your product +he is going to get it sooner or later, and the selling letters that +score the biggest results are those that create desire; following +argument and reason with an inducement that persuades a man to part +with his hard-earned money and buy your goods. + +It is a never-ending surprise--the number of correspondents who +cleverly attract the interest of a reader, present their proposition +forcibly and convincingly, following with arguments and inducements +that persuade him to buy, and then, just as he is ready to reach for +his check book, turn heel and leave him with the assurance that they +will be pleased to give him further information when they could have +had his order by laying the contract before him and saying, "Sign +here." + +There are plenty of good starters who are poor finishers. They get +attention but don't get the order. They are winded at the finish; +they stumble at the climax where they should be strongest, and the +interest which they worked so hard to stimulate oozes away. They +fail because they do not know how to close. + +As you hope for results, do not overlook the summary and the climax. +Do not forget to insert a hook that will land the order. + +Time, energy and money are alike wasted in creating desire if you +fail to crystallize it in action. Steer your letter away from the +hold-over file as dexterously as you steer it away from the waste +basket. It is not enough to make your prospect want to order, you +must make it easy for him to order by enclosing order blanks, return +envelopes, instructions and other "literature" that will strengthen +your arguments and whet his desire; and more than that, you must +reach a real climax in your letters--tell the prospect what to do +and how to do it. + +The climax is not a part distinct from the parts that have gone +before. Persuasion and inducement are but elements of the climax, +working the prospect up to the point where you can insert a +paragraph telling him to "sign and mail today." How foolish to work +up the interest and then let the reader down with such a paragraph +as this: + + +"Thanking you for your inquiry and hoping to be favored with your +order, and assuring you it will be fully appreciated and receive our +careful attention, we are." + + * * * * * + +Such a paragraph pulls few orders. Compare the foregoing with the +one that fairly galvanizes the reader into immediate action: + + +"Send us a $2.00 bill now. If you are not convinced that this file +is the best $2.00 investment ever made, we will refund your money +for the mere asking. Send today, while you have it in mind." + + * * * * * + +Here is a paragraph not unlike the close of dozens of letters that +you read every week: + + +"Trusting that we may hear from you in the near future and hoping we +will have the pleasure of numbering you among our customers, we +are," + + * * * * * + +Such a close invites delay in answering. It is an order killer; it +smothers interest, it delays action. But here is a close that is +likely to bring the order if the desire has been created. + + +"Simply wrap a $1.00 bill in this letter and send to us at our +risk." + + * * * * * + +A writer who does not understand the psychology of suggestion writes +this unfortunate closing paragraph: + + +"Will you not advise us at an early date whether or not you are +interested in our proposition? As you have not replied to our +previous letters, we begin to fear that you do not intend to avail +yourself of this wonderful opportunity, and we would be very glad to +have you write us if this is a fact." + + * * * * * + +How foolish to help along one's indifference by the suggestion that +he is not interested. Just as long as you spend postage on a +prospect treat him as a probable customer. Assume that he is +interested; take it for granted that there is some reason why he has +not replied and present new arguments, new persuasion, new +inducements for ordering now. + +A firm handling a line very similar to that of the firm which sent +out the letter quoted above, always maintains the attitude that the +prospect is going to order some time and its close fairly bristles +with "do it now" hooks: + + +"Step right over to the telegraph office and send us your order by +telegraph at our expense. With this business, every day's delay +means loss of dollars to you. Stop the leak! Save the dollars! Order +today!" + + * * * * * + +Another unfortunate ending is a groveling servility in which the +writer comes on his knees, as it were, begging for the privilege of +presenting his proposition again at some future time. Here are the +two last paragraphs of a three-paragraph letter sent out by an +engraving company--an old established, substantial concern that has +no reason to apologize for soliciting business, no reason for +meeting other concerns on any basis except that of equality: + + +"Should you not be in the market at the present time for anything in +our line of work, we would esteem it a great favor to us if you +would file this letter and let us hear from you when needing +anything in the way of engraving. If you will let us know when you +are ready for something in this line we will deem it a privilege to +send a representative to call on you. + +"Trusting we have not made ourselves forward in this matter and +hoping that we may hear from you, we are," + + * * * * * + +It is a safe prediction that this letter was written by a new sales +manager who will soon be looking for another job. Such an apologetic +note, with such a lack of selling talk, such a street beggar +attitude could never escape the waste basket. The salesman who +starts out by saying, "You wouldn't be interested in this book, +would you?" takes no orders. The letter that comes apologizing and +excusing itself before it gets our attention, and, if it gets our +attention, then lets down just as we are ready to sign an order, is +headed straight for the car wheel plant. + +Avoid in the closing paragraph, as far as possible, the participial +phrases such as "Thanking you," "Hoping to be favored," "Assuring +you of our desire," and so forth. Say instead, "We thank you," "It +is a pleasure to assure you," or "May I not hear from you by return +mail?" Such a paragraph is almost inevitably an anti-climax; it +affords too much of a let-down to the proposition. + +One of the essentials to the clinching of an order is the enclosures +such as order blanks and return envelopes--subjects that are +sufficiently important to call for separate chapters. + +The essential thing to remember in working up to the climax is to +make it a climax; to keep up the reader's interest, to insert a hook +that will get the man's order before his desire has time to cool +off. Your proposition is not a fireless cooker that will keep his +interest warm for a long time after the heat of your letter has been +removed--and it will be just that much harder to warm him up the +second time. Insert the hook that will get the order NOW, for there +will never be quite such a favorable time again. + + + + +"STYLE" In Letter Writing-- +And How To _Acquire It_ + +PART III--STYLE--MAKING THE LETTER READABLE--CHAPTER 8 + + +SPECIFIC STATEMENTS _and_ CONCRETE FACTS _are the substance of a +business letter. But whether that letter is read or not, or whether +those statements and facts are_ FORCEFUL _and_ EFFECTIVE, _is +dependent upon the manner in which they are presented to the +reader--upon the "style." What "style" is, and how it may be +acquired and put to practical use in business correspondence, is +described in this chapter_ + + * * * * * + +Letter writing is a craft--selecting and arranging words in +sentences to convey a thought clearly and concisely. While letters +take the place of spoken language, they lack the animation and the +personal magnetism of the speaker--a handicap that must be overcome +by finding words and arranging them in sentences in such a way that +they will attract attention quickly, explain a proposition fully, +make a distinct impression upon the reader and move him to reply. +Out of the millions of messages that daily choke the mails, only a +small per cent rise above the dead level of colorless, anemic +correspondence. + +The great majority of business letters are not forcible; they are +not productive. They have no style. The meat is served without a +dressing. The letters bulge with solid facts, stale statements and +indigestible arguments--the relishes are lacking. Either the writers +do not realize that effectiveness comes only with an attractive +style or they do not know how a crisp and invigorating style can be +cultivated. Style has nothing to do with the subject matter of a +letter. Its only concern is in the language used--in the words and +sentences which describe, explain and persuade, and there is no +subject so commonplace, no proposition so prosaic that the letter +cannot be made readable and interesting when a stylist takes up his +pen. + +In choosing words the average writer looks at them instead of into +them, and just as there are messages between the lines of a letter, +just so are there half-revealed, half-suggested thoughts between the +letters of words--the suggestiveness to which Hawthorne referred as +"the unaccountable spell that lurks in a syllable." There is +character and personality in words, and Shakespeare left a message +to twentieth-century correspondents when he advised them to "find +the eager words--faint words--tired words--weak words--strong +words--sick words--successful words." The ten-talent business writer +is the man who knows these words, recognizes their possibilities and +their limitations and chooses them with the skill of an artist in +mixing the colors for his canvas. + +To be clear, to be forceful, to be attractive--these are the +essentials of style. To secure these elements, the writer must make +use of carefully selected words and apt figures of speech. Neglect +them and a letter is lost in the mass; its identity is lacking, it +fails to grip attention or carry home the idea one wishes to convey. + +An insipid style, is responsible for much of the ineffectiveness in +business letters. Few men will take the time to decipher a +proposition that is obscured by ambiguous words and involved +phrases. Unless it is obviously to a man's advantage to read such a +letter it is dropped into the waste basket, taking with it the +message that might have found an interested prospect if it had been +expressed clearly, logically, forcibly. + +The first essential for style is clearness--make your meaning plain. +Look to the individual words; use them in the simplest way-- +distinctive words to give exactness of meaning and familiar words to +give strength. Words are the private soldiers under the command of +the writer and for ease of management he wants small words--a long +word is out of place, unwieldy, awkward. The "high-sounding" words +that are dragged in by main force for the sake of effect weigh down +the letter, make it logy. The reader may be impressed by the +language but not by the thought. He reads the words and misses the +message. + +Avoid long, unfamiliar words. Clothe your thoughts in words that no +one can mistake--the kind of language that men use in the office and +on the street. Do not make the reader work to see your point; he is +busy, he has other things to do--it is your proposition and it is to +your interest to put in that extra work, those additional minutes +that will make the letter easily understood. It is too much to +expect the reader to exert himself to dig out _your_ meaning and +then enthuse himself over _your_ proposition. + +The men who write pulling letters weigh carefully every sentence, +not only pruning away every unessential word but using words of +Anglo-Saxon origin wherever possible rather than words of Latin +derivation. "Indicate your selection" was written as the catch line +for a letter in an important selling campaign, but the head +correspondent with unerring decision re-wrote it--"Take your +choice"--a simpler, stronger statement. The meaning goes straight to +the reader's mind without an effort on his part. "We are unable to +discern" started out the new correspondent in answering a complaint. +"We cannot see" was the revision written in by the master +correspondent--short, concise, to the point. "With your kind +permission I should like to say in reply to your favor"--such +expressions are found in letters every day--thousands of them. The +reader is tired before the subject matter is reached. + +The correspondent who is thinking about the one to whom he is +writing starts out briefly and to the point by saying, "This is in +reply to your letter," or, "Thank you for calling our attention to, +and so forth." The reader is impressed that the writer means +business. The attitude is not antagonistic; it commands attention. + +Letters are unnaturally burdened with long words and stilted +phrases, while in conversation one's thoughts seek expression +through lines of least resistance--familiar words and short +sentences. But in writing, these same thoughts go stumbling over +long words and groping through involved phrases. + +Proverbs are sentences that have lived because they express a +thought briefly in short, familiar words. Slang becomes popular +because of the wealth of meaning expressed in a few words, and many +of these sayings gradually work their way into respectability-- +reluctantly admitted into the sanctuary of "literature" because of +their strength, clearness, adaptability. + +While short words are necessary for force and vigor, it may be very +desirable at times to use longer and less familiar words to bring +out the finer shade of meaning. A subtle distinction cannot be +ignored simply because one word is shorter than another. "Donate" +and "give" are frequently used as synonyms, but "give" should not be +used because it is a short word when "donate" expresses the meaning +more accurately. As a usual thing, "home" is preferable to +"residence," but there are times when the longer word should be +used. "Declare" and "state," "thoroughfare" and "street"--there are +thousands of illustrations on this point, and while the short, +Anglo-Saxon word is always preferable, it should not be used when a +longer word expresses more accurately the thought which the writer +wishes to convey. + +Many letter writers think that these rules are all right for college +professors, journalists and authors, but impractical for the +every-day business correspondent. Some of the most successful +companies in the country, however, have recognized the importance +of these very points and have adopted strict rules that give +strength and character to the letters that are sent out. For +example, here is a paragraph taken from the book of instructions +issued by a large manufacturing concern in the middle west: + +"Don't use a long or big word where a short one will do as well or +better. For example: 'Begin' is better than 'commence'; 'home' or +'house' better than 'residence'; 'buy' better than 'purchase'; +'live' better than 'reside'; 'at once' better than 'immediately'; +'give' better than 'donate'; 'start' or 'begin' better than +'inaugurate.'" + +The selection of words is not the only thing that the writer must +consider. The placing of words to secure emphasis is no less +important. The strength of a statement may depend upon the +adroitness with which the words are used. "Not only to do one thing +_well_ but to do that one thing _best_--this has been our aim and +our accomplishment." In this sentence, taken from a letter, emphasis +is laid upon the word "best" by its position. The manufacturer has +two strong arguments to use on the dealer; one is the quality of the +goods--so they will give satisfaction to the customer--and the other +is the appearance of the goods so they will attract the customer. +This is the sentence used by a clever writer: "We _charge_ you for +the service quality--we _give_ you the appearance quality." The +strength comes from the construction of the sentence throwing +emphasis on "charge" and "give." + +"Durability--that is our talking point. Other machines are cheaper +if you consider only initial cost; no other machine is more +economical when its durability, its length of service is +considered." Here the unusual position of the word "durability," +thrown at the beginning of the sentence, gives an emphasis that +could not be obtained in any other way. And so the stylist considers +not only the words he uses but he places them in the most strategic +position in the sentence--the beginning. + +In the building of a climax this order of words is reversed since +the purpose is to work up from the weakest to the strongest word or +phrase. The description, "sweet, pure and sanitary," gives emphasis +to the sanitary feature because it comes last and lingers longest in +the mind. + +After the study of words, their meaning and position, the writer +must look to completed sentences, and the man who succeeds in +selling goods by mail recognizes first of all the force of concise +statements. "You can pay more but you can't buy more." This +statement strikes home with the force of a blow. "We couldn't +improve the powder so we improved the box." There is nothing but +assertion in this sentence, but it carries conviction. Not a word is +out of place. Every word does duty. The idea is expressed concisely, +forcibly. The simplicity of the sentence is more effective than +pages of prosaic argument. + +Here is a sentence taken from a letter of a correspondence school: +"Assuming that you are in search of valuable information that may +increase your earning capacity by a more complete knowledge of any +subject in which you may be interested, we desire to state most +emphatically that your wages increase with your intelligence." This +is not only ungrammatical, it is uninteresting. Contrast it with the +sentence taken from a letter from another correspondence school: +"You earn more as you learn more." It is short, emphatic, thought +producing. The idea is clearly etched into your mind. + +Short sentences are plain and forceful, but when used exclusively, +they become tiresome and monotonous. A short sentence is frequently +most striking when preceding or following a long sentence--it gives +variation of style. Following a long sentence it comes as a quick, +trip-hammer blow that is always effective. And there are times when +the proposition cannot be brought out clearly by short sentences. +Then the long sentence comes to the rescue for it permits of +comparisons and climaxes that short sentences cannot give. + +[Illustration: _Unique enclosures catch the eye and insure a reading +of the letter. Here are shown two facsimile bonds--one, an +investment bond and the other a guarantee bond; a sample of the +diploma issued by a correspondence school and a $15.00 certificate +to apply on a course. The axe-blade booklet carries the message of a +wholesale hardware house, and the coupon, when filled out, calls for +a free sample of toilet preparation_.] + +[Illustration: _Neither printed descriptions nor pictures are as +effective as actual samples of the product advertised. Here are +shown different methods of sending samples of dress goods, shirtings +and cloth for other purposes. At the right are some pieces of wood +showing different varnishes and wall decorations, and at the bottom +are veneers that show different furniture finishes; the various +colored pieces of leather are likewise used by furniture houses in +showing the styles of upholstering_.] + +It is the long, rambling sentences that topple a letter over onto +the waste basket toboggan. But the sentence with a climax, working +up interest step by step, is indispensable. By eye test, by +mechanical test, by erasure test and by strength test, Orchard Hill +Bond makes good its reputation as the best bond on the market for +commercial use. There is nothing tiresome about such a sentence. +There is no difficulty in following the writer's thought. + + * * * * * + + THE LETTER + THE VEHICLE + WORDS + SHORT + SAXON + SPECIFIC + INDIVIDUAL + PHRASES + VIVID + NATURAL + FIGURES + IDIOMS + SENTENCES + CLEAR + FORCEFUL + CLIMATIC + POLISHED + PARAGRAPHS + SHORT + UNIFORM + LOGICAL + ORDERLY + THE LOAD + IDEAS + GRAPHIC + TECHNICAL + CLEAR + COMPLETE + STATEMENTS + FACTS + PROOFS + REFERENCES + TESTIMONY + EXPLANATIONS + SPECIFIC + TECHNICAL + CLEAR + COMPLETE + ARGUMENTS + LOGICAL + CLIMATIC + CONCLUSIVE + CONVINCING + +_There are two elements in every letter: the thought and the +language in which that thought is expressed. The words, phrases, +sentences and paragraphs are the vehicle which carries the +load--explanations, arguments, appeal. Neither can be neglected if +the letter is to pull_ + + * * * * * + +Here is another sentence showing the force to be attained through +the use of a long sentence: "Just as the physician may read +medicine, just as the lawyer may read law, just so may a man now +read business--the science of the game which enables some men to +succeed where hosts of others fail; it is no longer enveloped in +mystery and in darkness." There is no danger of the reader's +becoming confused in the meaning and he is more deeply impressed +because his interest has been gained by the gradual unfolding of the +idea back of the sentence, the leading up to the important thought. + +And after the choice of words, the placing of words and the +construction of a sentence comes that other essential element of +style--the use of figures of speech, the illustrating of one's +thought by some apt allusion. Comparison adds force by giving the +reader a mental picture of the unknown, by suggestions of similarity +to familiar things. The language of the street, our conversational +language, secures its color and expressiveness through figures of +speech--the clever simile and the apt metaphor light up a sentence +and lift it out of the commonplace. + +"Don't hold yourself down," "Don't be bottled up," "Don't keep your +nose on the grindstone"--these are the forceful figures used in the +letters of a correspondence school. The most ignorant boy knows that +the writer did not mean to be taken literally. Such figures are +great factors in business letters because they make the meaning +clear. + +Here is the attention-getting first sentence of another letter: +"Don't lull yourself to sleep with the talk that well enough should +be let alone when practical salary-raising, profit-boosting help is +within your reach." The sentence is made up of figures; you do not +literally lull yourself to sleep with talk, you don't really boost +profits, you don't actually reach out and grasp the help the letter +offers. The figures merely suggest ideas, but they are vivid. + +A sales manager writes to the boys on the road regarding a contest +or a spurt for records: "Come on, boys. This is the last turn round +the track. The track was heavy at the start but if none of you break +on the home stretch you are bound to come under the wire with a good +record." The salesman will read this sort of a letter and be +inspired by its enthusiasm, when the letter would be given no more +than a hurried glance if it said what it really means: "Get busy! +Keep on the job! Send in more orders." By framing your ideas in +artistic figures of speech you bring out their colors, their lines, +their fullest meanings--and more than that, you know your letters +will be read. + +But in the attempt to add grace and attractiveness by some familiar +allusion, one must not overlook the importance of facts--cold, +plainly stated facts, which are often the shortest, most convincing +argument. In the letter of an advertising concern is this plain +statement: "Last year our business was $2,435,893 ahead of the year +before." No figure of speech, no touch of the stylist could make +such a profound impression as this brief, concise statement of fact. + +The average correspondent will agree that these are all essential +elements of style--his problem is practical: how can he find the +right words; how can he learn to put his proposition more clearly; +how think up figures of speech that will light up the thought or +illustrate the proportion. + +To some men an original style and the ability to write convincingly +is a birthright. Others have to depend less on inspiration and more +on hard work. One man carries a note book in which he jots down, for +future use, phrases, words and comparisons that he comes across +while reading his morning paper on the way down town, while +going through his correspondence, while listening to callers, +while talking with friends at lunch, while attending some social +affair--wherever he is, his eyes and ears are always alert to catch +a good phrase, an unusual expression or a new figure of speech. +At his first opportunity a notation is made in the ever-handy +memorandum book. + +Another man systematically reads articles by Elbert Hubbard, Alfred +Henry Lewis, Samuel Blythe and other writers whose trenchant pens +replenish his storage with similes, metaphors and crisp expressions. + +The head of a mail-order sales department of a large publishing +house keeps a scrapbook in which he pastes words, phrases, striking +sentences and comparisons clipped from letters, advertisements, +booklets, circulars, and other printed matter. Each month he scans +the advertisements in a dozen magazines and with a blue pencil +checks every expression that he thinks may some time be available or +offer a suggestion. It is but a few minutes' work for a girl to clip +and paste in these passages and his scrapbooks are an inexhaustible +mine of ideas and suggestions. + +Another man, after outlining his ideas, dictates a letter and then +goes over it sentence by sentence and word by word. With a +dictionary and book of synonyms he tries to strengthen each word; he +rearranges the words, writes and rewrites the sentences, eliminating +some, reinforcing others and devising new ones until he has +developed his idea with the precision of an artist at work on a +drawing. + +The average correspondent, handling a large number of letters daily, +has little time to develop ideas for each letter in this way, but by +keeping before him a list of new words and phrases and figures of +speech, they soon become a part of his stock in trade. Then there +are other letters to write--big selling letters that are to be sent +out by the thousands and letters that answer serious complaints, +letters that call for diplomacy, tact, and above all, clearness and +force. + +On these important letters the correspondent can well afford to +spend time and thought and labor. A day or several days may be +devoted to one letter, but the thoughts that are turned over--the +ideas that are considered, the sentences that are written and +discarded, the figures that are tried out--are not wasted, but are +available for future use; and by this process the writer's style is +strengthened. He acquires clearness, force, simplicity and +attractiveness--the elements that will insure the reading of his +letters. + +And one thing that every correspondent can do is to send to the +scrap-heap all the shelf-worn words and hand-me-down expressions +such as, "We beg to acknowledge," "We beg to state;" "Replying to +your esteemed favor;" "the same;" "the aforesaid;" "We take great +pleasure in acknowledging," and so on. They are old, wind-broken, +incapable of carrying a big message. And the participial phrases +should be eliminated, such as: "Hoping to hear from you;" "Trusting +we will be favored;" "Awaiting your reply," and so on, at the close +of the letter. Say instead, "I hope to hear from you;" or, "I trust +we will receive your order;" or, "May we not hear from you?" + +Interest the man quickly; put snap and sparkle in your letters. Give +him clear and concise statements or use similes and metaphors in +your sentences--figures of speech that will turn a spot-light on +your thoughts. Pick out your words and put them into their places +with the infinite care of a craftsman, but do not become artificial. +Use every-day, hard-working words and familiar illustrations that +have the strength to carry your message without stumbling before +they reach their goal. + + + + +Making The Letter HANG +TOGETHER + +PART III--STYLE--MAKING THE LETTER READABLE--CHAPTER 9 + + +_The letter writer looks to words, phrases and sentences to make the +little impressions on the reader as he goes along. The letter as a +whole also has to make a_ SINGLE IMPRESSION--_clear-cut and +unmistakable. The correspondent must use this combination shot-gun +and rifle. To get this single rifle-shot effect a letter has to +contain those elements of style that_ HOLD IT TOGETHER; _there must +be a definite idea behind the letter; the message must have a unity +of thought; it must be logically presented; it must have a +continuity that carries the reader along without a break, and a +climax that works him up and closes at the height of his enthusiasm_ + + * * * * * + +Thinking is not easy for anyone. And it is too much to expect the +average business man to analyze a proposition in which he is not +interested. His thoughts tend to move in the course of least +resistance. If you want him to buy your goods or pay your bill or +hire you, present your arguments in a way that will require no great +mental exertion on his part to follow you. + +A single idea behind the letter is the first requisite for giving it +the hang-together quality and the punch that gets results. The idea +cannot be conveyed to the reader unless it is presented logically. +He won't get a single general impression from what you are saying to +him unless there is unity of thought in the composition. He cannot +follow the argument unless it has continuity; sequence of thought. +And, finally no logic or style will work him up to enthusiasm unless +it ends with a strong climax. + +These five principles--the idea behind, logic, unity of thought, +continuity, climax--are the forces that holds the letter together +and that gives it momentum. Because these principles are laid down +in text books does not mean that they are arbitrary rules or +academic theories. They are based on the actual experiences of men +ever since they began to talk and write. Essay or sermon; oration or +treatise; advertisement or letter; all forms of communication most +easily accomplish their purpose of bringing the other man around to +your way of thinking, if these proved principles of writing are +followed. Merely observing them will not necessarily make a letter +pull, but violating them is certain to weaken it. + +You cannot hit a target with a rifle unless you have one shot in +the barrel. The idea behind the letter is the bullet in the gun. To +hit your prospect you must have a message--a single, definite, +clearly-put message. That is the idea behind the letter. + +Look at the letter on page 61. It gets nowhere. Because the writer +did not have this clear, definite idea of what he wanted to impress +upon his prospect. Not one reader in ten would have the shallowest +dent made in his attention by this letter, as he would have had if +the writer had started out, for instance, with one idea of +impressing upon the reader the facilities of his establishment and +the large number of satisfied customers for whom it does work. + +With this dominant idea in mind, a correspondent has got to explain +it and argue it so logically that the reader is convinced. Here is a +letter from a manufacturer of gasoline engines: + + +Dear Sir: + +I understand you are in the market for a gasoline engine and as ours +is the most reliable engine made we want to call your attention to +it. It has every modern improvement and we sell it on easy terms. + +The inventor of this machine is in personal charge of our factory +and he is constantly making little improvements. He will tell you +just what kind of an engine you need and we will be glad to quote +you prices if you will call on us or write us, telling us what you +need. + +Hoping to hear from you, we are, + +Yours truly, +[Signature: THE MADEWELL ENGINE CO.] + + * * * * * + +The letter is illogical, disjointed and lacking in that dominant +idea that carries conviction. Yet the writer had material at hand +for a strong, logical selling letter. To have interested the +prospect he should have told something specific about his engine. +Here is the letter, rewritten with due regard to the demands of +unity, sequence, logic and climax: + + +Dear Sir: + +A friend told me yesterday that you want a gas engine for +irrigating, so I am sending you bulletin "B." + +Do you notice that all its parts are in plain view and easy to get +at? Mr. Wilbur, who invented this engine, had a good many years of +practical experience installing gasoline engines before he started +to manufacture his own, and he knows what it means to tighten up a +nut or some other part without having to send to the factory for a +special man with a special wrench to do the work. + +Sparkers sometimes get gummed up. To take the Wilbur sparker out you +simply remove two nuts and out comes the sparker complete, and you +cannot get it back the wrong way. It isn't much of a job to wipe the +point off with a rag, is it? + +And the governor! Just the same type of throttling governor that is +used on the highest grade of steam engine, allowing you to speed her +up or slow her down while the engine is running. That's mighty +handy. Few engines are built like this. It costs a good deal of +extra money but it does give a lot of extra satisfaction. + +Nothing shoddy about the equipment described in the bulletin, is +there? No. We don't make these supplies ourselves, but we do watch +out and see that the other fellow gives us the best in the market +because WE GUARANTEE IT. + +This sounds very nice on paper, you think. Well, we have over four +thousand customers in Kansas. Mr. W. O. Clifford, who lives not so +far from you, has used a Wilbur for three years. Ask him what he has +to say about it. + +Then you will want to know just what such an engine will cost you, +and you will be tickled to death when you know how much money we can +really save you. I don't mean that we will furnish you with a cheap +machine at a high price, but a really high-grade machine at a low +price. + +I await with much interest your reply telling us what you want. + +Very truly yours, +[Signature: L. W. Hamilton] + + * * * * * + +The commonest cause of a lack of punch in a letter is the temptation +to get away from the main idea--unity of thought. This is what a +mail-order house writes: + +"This is the largest catalogue of the kind ever issued, it will pay +you to deal with our house. Every machine is put together by hand +and tested, and we will ship the day your order is received. + +"An examination of the catalogue will prove our claim that we carry +the largest stock of goods in our line. Should our goods appeal to +you, we shall be glad to add you to our list of customers." + + * * * * * + +There is neither unity nor logic in a letter like this, although +there is the suggestion of several good ideas. The fact that the +house issues the largest catalogue of its kind might be so explained +to me that it would convince me that here is the place I ought to +buy. Or, the fact that every machine is tested and put together by +hand, if followed to a logical conclusion, would prove to me that I +could rely on the quality of these goods. But when the writer +doesn't stick to one subject for more than half a sentence, my +attention will not cling to it and my mind is not convinced by a +mere statement without proof. + +Unity does not necessarily mean that the whole letter must be +devoted to one point. A paragraph and even a sentence must have this +quality of unity as much as the entire letter. And the paragraphs, +each unified in itself, may bring out one point after another that +will still allow the letter to retain its hang-together. + +In the letter quoted, not even the individual sentence retained +unity. This writer might have presented all his points and +maintained the unity of his letter, had he brought out and +simplified one point in each paragraph: + +First: The size of the catalogue as an indication of the large stock +carried by the house and the convenience afforded in buying. + +Second: The quality of the machines; the care exercised in their +assembling; the guarantee of the test, and the assurance that this +gives the far-away purchaser. + +Third: Promptness in filling orders; what this means to the buyer +and how the house is organized to give service. + +Fourth: The desire to enroll new customers; not based solely on the +selfish desires of the house, but on the idea that the more +customers they can get, the bigger the business will grow, which +will result in better facilities for the house and better service +for each customer. + +And now, giving a unified paragraph to each of the ideas, not +eliminating subordinate thoughts entirely, but keeping them +subordinate and making them illuminate the central thought--would +build up a unified, logical letter. + +In the arrangement of these successive ideas and paragraphs, the +third element in the form is illustrated--continuity of thought. Put +a jog or a jar in the path of your letter and you take the chance of +breaking the reader's attention. That is fatal. So write a letter +that the reader will easily and, therefore, unconsciously and almost +perforce, follow from the first word to the last--then your message +reaches him. + +How to secure this continuity depends on the subject and on the +prospect. Appealing to the average man, association of thoughts +furnishes the surest medium for continuity. If you lead a man from +one point to another point that he has been accustomed to +associating with the first point, then he will follow you without a +break in his thought. From this follows the well-known principle +that when you are presenting a new proposition, start your +prospect's thoughts on a point that he knows, which is related to +your proposition, for the transition is easiest from a known to a +related unknown. + +An insurance company's letter furnishes a good example of continuity +of ideas and the gradual increasing strength in each paragraph: + + +"If you have had no sickness, and consequently, have never felt the +humiliation of calling on strangers for sick benefits--even though +it were only a temporary embarrassment--you are a fortunate man. + +"Health is always an uncertain quantity--you have no assurance that +next week or next month you will not be flat on your back--down and +out as far as selling goods is concerned. And sickness not only +means a loss of time but an extra expense in the way of hospital and +doctor bills." + + * * * * * + +In the next paragraph the idea is further strengthened; a new +thought is presented with additional force: + +"If there is one man on earth who needs protection by insurance +against sickness it is you. There are two thousand one hundred and +fifty ailments covering just such diseases as you, as a traveling +man, expose yourself to every day." + + * * * * * + +These are specific facts, therefore decidedly forceful. Then, while +interest is at its height, another paragraph presents a specific +offer: + +"We will protect you at an extremely low annual cost. We guarantee +that the rate will not exceed $9.00 a year--that's less than two and +a half cents a day. Think of it--by paying an amount so small that +you will never miss it, you will secure benefits on over two +thousand sicknesses--any one of which you may contract tomorrow." + + * * * * * + +Here is the logical presentation of subject matter by paragraphs, +leading up from an interest-getting general statement to a specific +proposition. Break this continuity of ideas by a space filler or an +inconsequential argument and the reader loses interest that it will +be hard to regain. + +Make this the test of each paragraph: if it does not illuminate the +central thought, fit into the argument at that point, or add to the +interest of the reader, eliminate it or bring it into conformity +with the "idea behind the letter." + +And there must be an actual continuity of thought from paragraph to +paragraph. Merely inserting a catch-word or a conjunctive does not +build a logical bridge. + +The letter from another insurance agent might have been saved if +this test had been applied, for it was well written except where the +writer forgot himself long enough to insert an irrelevant paragraph +about his personal interest: + + +"We are desirous of adding your name to our roll of membership +because we believe that every man should be protected by insurance +and because we believe this is the best policy offered. We are +endeavoring to set a new record this month and are especially +anxious to get your application right away." + + * * * * * + +The continuity of thought is broken. The preceding paragraphs have +been working up the reader's interest in casualty insurance by +pointing out the dangers to which he is exposed, the humiliating +position in which it will place him and his family to be the +recipients of charity in case of sickness or accident, and so on. +Then the writer short-circuits the reader's interest by a paragraph +of generalities which call attention to his desire for profits-- +things in which the prospect is not interested. + +Most propositions can be developed in different ways, along +different angles. The problem of the correspondent is to determine +upon the way that will prove easiest for the reader to follow. He +may have his path smoothed for him if he understands how facts, +ideas and arguments will cohere in the reader's mind. It is much +easier to follow a proposition if it is developed along some +definite channel; if it follows the law of continuity, the law of +similarity; of association or contrast, or of cause and effect. + +Some epigrammatic thinker once said, "When you get through, stop!" +This applies to letter writing as well as to speech. But don't stop +a letter on the down grade. Stop after you have given your hardest +punch. This is what rhetoricians call the climax. + +A letter constructed along these principles of style will almost +inevitably have a climax. If there is an idea behind the letter, if +it is carried out logically, if the letter sticks to this one idea, +if the argument is carried along step by step, proceeding from the +general statement to the specific, from the attention-getting first +sentence to the inducement, then you are working up your reader's +interest to the point where with one final application of your +entire idea to his own individual case, you have accomplished your +climax, just as was done in the re-written letter about gasoline +engines. + +A letter from a firm manufacturing a duplicating machine starts out +by calling attention to the difficulty the personal salesmen has in +getting an audience with the busy executive. The second paragraph +shows how his time and "your money" is wasted in call-backs and in +bench warming while the solicitor waits for an opportunity to be +heard. The third paragraph tells how over-anxious the salesman is to +close a sale when a few minutes is granted--and usually fails, at +least the first time. The fourth paragraph shows how this costly +process of selling can be reduced by using the mails; then follow a +couple of specific paragraphs telling about the advantage of the +company's machine. A paragraph on the saving on five thousand +circulars that would pay for the machine brings the proposition home +to the reader and then, with interest at the height, the last +paragraph--the climax--urges the reader to fill out a post card to +secure the additional information regarding capacity, quality of +work and cost. Logic, unity, sequence, climax--each does its part in +carrying the load. + +The principles of style and form in letter writing do not reach +their highest pulling power as long as the correspondent handles +them like strange tools. The principles must, of course, first be +learned and consciously applied. But to give your letter the touch +of sincerity and of spontaneity; to give it the grip that holds and +the hook that pulls, these principles must become a part of +yourself. They must appear in your letters, not because you have +consciously put them in but because your thinking and your writing +possesses them. + + + + +How To Make Letters +ORIGINAL + +PART III--STYLE--MAKING THE LETTER READABLE--CHAPTER 10 + + +_The average business letter is machine-made. It is full of +time-worn phrases, hackneyed expressions and commonplace +observations that fail to jolt the reader out of the rut of the +conventional correspondence to which he is accustomed: consequently +it does not make an impression upon him. But occasionally a letter +comes along that "gets under the skin," that_ STANDS OUT _from the +rest because it has "human interest;" because it is original in its +statements; because it departs from the prescribed hum-drum routine; +because, in short, it reflects a live, breathing human being and not +a mere set of rules_ + + * * * * * + +Study the letters the janitor carries out in your waste-basket-- +they lack the red blood of originality. Except for one here and one +there they are stereotyped, conventional, long, uninteresting, +tiresome. They have no individuality; they are poor representatives +of an alert, magnetic personality. + +Yet there is no legerdemain about writing a good letter; it is +neither a matter of luck nor of genius. Putting in the originality +that will make it pull is not a secret art locked up in the mental +storerooms of a few successful writers; it is purely a question of +study and the application of definite principles. + +A lawyer is successful only in proportion to the understanding he +has of the law--the study he puts on his cases; a physician's +success depends upon his careful consideration of every symptom and +his knowledge of the effect of every drug or treatment that he may +prescribe. And it is no different with correspondents. They cannot +write letters that will pulsate with a vital message unless they +study their proposition in detail, visualize the individuals to whom +they are writing, consider the language they use, the method of +presenting their arguments, their inducements--there is no point +from the salutation to the signature that is beneath consideration. +You cannot write letters that pull without hard study any more than +the doctor can cure his patients or the lawyer win his cases without +brain work. + +So many letters are insipid because the correspondents do not have +time or do not appreciate the necessity for taking time to consider +the viewpoint of their readers or for studying out new methods of +presenting their proposition. Yet the same respect that would be +given to a salesman may be secured for a letter. Any one of four +attitudes will secure this attention. First of all, there may be a +personal touch and an originality of thought or expression that +commands immediate attention; in the second place, one can make use +of the man-to-man appeal; then there is the always-forceful, +never-to-be-forgotten "you" element; and finally, there are news +items which are nearly always interest-getters. + +By any one of these appeals, or better, by a combination of appeals, +a letter can be given an individuality, a vitality, that will make +it rise above the underbrush of ordinary business correspondence. + +To begin with, vapid words and stereotyped expressions should be +eliminated, for many a good message has become mired in stagnant +language. So many correspondents, looking for the easiest road to +travel, fall into the rut that has been worn wide and deep by the +multitudes passing that way. The trouble is not the inability of +writers to acquire a good style or express themselves forcibly; the +trouble is mental inertia--too little analytical thought is given +to the subject matter and too little serious effort is made to find +an original approach. + +Most business letters are cold, impersonal, indifferent: "Our fall +catalogue which is sent to you under separate cover;" "We take +pleasure in advising you that;" "We are confident that our goods +will give you entire satisfaction," and so on--hackneyed expressions +without end--no personality--no originality--no vitality. + +The correspondent who has learned how to sell goods by mail uses +none of these run-down-at-the-heel expressions. He interests the +reader by direct, personal statements: "Here is the catalogue in +which you are interested;" "Satisfaction? Absolute! We guarantee it. +We urge you not to keep one of our suits unless it is absolutely +perfect;" "How did you find that sample of tobacco?" No great mental +exertion is required for such introductions, yet they have a +personal touch, and while they might be used over and over again +they strike the reader as being original, addressed to him +personally. + +Everyone is familiar with the conventional letter sent out by +investment concerns: "In response to your inquiry, we take pleasure +in sending you herewith a booklet descriptive of the White Cloud +Investment Company." Cut and dried--there is nothing that jars us +out of our indifference; nothing to tempt us to read the proposition +that follows. Here is a letter that is certain to interest the +reader because it approaches him with an original idea: + + +"You will receive a copy of the Pacific Coast Gold Book under +separate cover. Don't look for a literary product because that's not +its purpose. Its object is to give you the actual facts and specific +figures in reference to the gold-mining industry." + + * * * * * + +A correspondence school that has got past the stage where it writes, +"We beg to call attention to our catalogue which is mailed under +separate cover," injects originality into its letter in this way: + + +"Take the booklet we have mailed you and examine the side notes on +Drawing for Profit and Art Training that apply to you individually +and then go back over them carefully." + + * * * * * + +The reader, even though he may have had nothing more than the most +casual interest is certain to finish that letter. + +Here is the way a paper manufacturer puts convincing argument into +his letter, making it original and personal: + + +"Take the sheet of paper on which this letter is written and apply +to it every test you have ever heard of for proving quality. You +will find it contains not a single trace of wood pulp or fillers but +is strong, tough, long-fiber linen. Take your pen and write a few +words on it. You will find the point glides so smoothly that writing +is a pleasure. Then erase a word or two and write them again--do it +twice, three or four times--repeated erasures, and still you will +find the ink does not blot or spread in the least. This proves the +hard body and carefully prepared finish." + + * * * * * + +Even if a person felt sure that this same letter went to +ten-thousand other men, there would be an individuality about +it, a vividness that makes the strongest kind of appeal. + +In a town in central Indiana two merchants suffered losses from +fire. A few days later, one sent out this announcement to his +customers: + + +"We beg to announce that temporary quarters have been secured at 411 +Main Street, where we will be glad to see you and will endeavor to +handle your orders promptly." + + * * * * * + +The second firm wrote to its customers: + + +Dear Mr. Brown: + +Yes, it was a bad fire but it will not cripple the business. Our +biggest asset is not the merchandise in the store but the good-will +of our customers--something that fires cannot damage. + +Our store does not look attractive. It won't until repairs are made +and new decorations are in, but the bargains are certainly +attractive--low prices to move the stock and make room for the new +goods that have been ordered. Everything has gone on the bargain +tables; some of the goods slightly damaged by water, but many of the +suits have nothing the matter with them except a little odor of +smoke that will disappear in a couple of days. Come in and look at +these goods. See the original prioe mark--you can have them at just +one-half the amount. + +Very truly yours, +[Signature: Smith and Deene] 82 + + * * * * * + +Here is originality; emphasis is laid on "good will" in a way that +will strengthen this "asset." The merchant put a personal element +into the letter; gave it an original appeal that made it not only a +clever bit of advertising, but proclaimed him a live-wire business +man. + +Here is the letter sent out by a store fixture manufacturer: + + +"If one of your salesmen should double his sales slips tomorrow you +would watch to see how he did it. If he kept up this pace you would +be willing to double his wages, wouldn't you? He would double his +sales if he could display all his goods to every customer. That's +the very thing which the Derwin Display Fixture does--it shows all +the goods for your salesman, yet you don't have to pay him a higher +salary." + + * * * * * + +A merchant cannot read this letter without stopping to think about +it. The appeal strikes home. He may have read a hundred +advertisements of the Derwin fixture, but this reaches him because +of the originality of expression, the different twist that is given +to the argument. There are no hackneyed expressions, no involved +phrases, no unfamiliar words, no selfish motives. + +And then comes the man-to-man attitude, the letter in which the +writer wins the reader's confidence by talking about "you and me." A +western firm handling building materials of all kinds entered the +mail-order field. One cannot conceive a harder line of goods to sell +by mail, but this firm has succeeded by putting this man-to-man +attitude into its letters: + + +"If you could sit at my desk for an hour--if you might listen a few +minutes to the little intimate things that men and women tell me-- +their hopes, their plans for the home that will protect their +families--their little secret schemes to make saved-up money stretch +out over the building cost; if you could hear and see these sides of +our business you would understand why we give our customers more +than mere quality merchandise. We plan for you and give expert +advice along with the material." + + * * * * * + +There is nothing cold or distant in this letter; it does not flavor +of a soulless corporation. It is intimate, it is so personal that we +feel we are acquainted with the writer. We would not need an +introduction--and what is more, we trust him, believe in him. Make +the man feel that you and he are friends. + +Write to the average college or university for a catalogue and it +will be sent promptly with a stereotyped letter: "We are pleased to +comply with your request," and so forth. But a little school in +central Iowa makes the prospective student feel a personal interest +in the school and in its officers by this letter: + + +My dear Sir: + +The catalogue was mailed to you this morning. We have tried to make +it complete and I believe it covers every important point. But I +wish you could talk with me personally for half an hour--I wish you +might go over our institution with me that I might point out to you +the splendid equipment, the convenient arrangement, the attractive +rooms, the ideal surroundings and the homelike places for room and +board. + +Won't you drop me a line and let me know what you think about our +school? Tell me what courses you are interested in and let me know +if I cannot be of some personal assistance to you in making your +plans. + +I hope to see you about the middle of September when our fall term +opens. + +Very cordially yours, +[Signature: Wallace E. Lee] +President. + + * * * * * + +This letter, signed by the president of the institution, is a +heart-to-heart talk that induces many students to attend that school +in preference to larger, better-equipped colleges. + +A large suit house manufacturing women's garments uses this +paragraph in a letter in response to a request for a catalogue: + + +"And now as you look through this book we wish we could be +privileged to sit there with you as you turn its pages. We would +like to read aloud to you every word printed on pages 4, 5 and 6. +Will you turn to those pages, please? Sometimes we think the story +told there of the making of a suit is the most interesting thing +ever written about clothes--but then, we think Columbia suits are +the most wonderful garments in the world." + + * * * * * + +The letter creates a feeling of intimacy, of confidence in the +writer, that no formal arguments, logical reasons or special +inducements could ever secure. + +Important as these two attitudes are--the personal appeal and the +man-to-man appeal--they can be strengthened manifold by making use +of that other essential, the "you" element in letters. The mistake +of so many writers is that they think of their interests in the +transaction rather than the interests of the men to whom they are +writing. It is "we" this and "we" that. Yet this "we" habit is a +violation of the first rule of business correspondence. "We are very +desirous of receiving an order from you." Of course; the reader +knows that. Why call his attention to so evident a fact and give +emphasis to the profit that you are going to make on the deal? To +get his interest, show him where _he_ will gain through this +proposition--precious little he cares how anxious you are to make a +sale. + + +Mr. Station Agent-- + +Brother Railroader: + +As soon as you have told the fellow at the ticket window that the +noon train is due at twelve o'clock and satisfied the young lady +that her telegram will be sent at once and O.S.'d the way freight +and explained to the Grand Mogul at the other end of the wire what +delayed 'em, I'd like to chat with you just a minute. + +It's about a book--to tell the truth, just between you and me, I +don't suppose it's a bit better book than you could write yourself +if you had time. I simply wrote it because I'm an old railroad man +and telegrapher myself and had time to write it. + +The title of the book is "At Finnegan's Cigar Store," and the hero +of the fourteen little stories which the booklet contains is Mr +Station Agent. The first story in the book, "How Finnegan Bought +Himself a Diamond," is worth the price of that ten-cent cigar you're +smoking, and that's all the book will cost you. + +I know you'll like it--I liked it myself. I'm so sure of it I am +enclosing a ten-cent coin card for you to use in ordering it. A dime +in the card and postage stamp on the letter will bring you the book +by first mail. "Nuff said." + +"73" +E. N. RICHARDSON. + +P. S.--I am enclosing another card for your night operator, if you +have one--I'd hate to have him feel that I had slighted him. + + * * * * * + +_This letter, sent out under a one-cent stamp to 80,000 agents, +pulled 22,000 replies with the money. The writer did not address +them individually, but he knew how to flag the interest of a station +agent--by working in familiar allusions he at once found the point +of contact and made the letter so personal that it pulled enormous +results_ + + * * * * * + +No other appeal is so direct, so effective, as that which is summed +up in the words "you," "your business," "your profits," "your +welfare." "It costs you too much to sell crockery, but your selling +expense can be cut down by utilizing your space to better +advantage;" "Your easiest profits are those you make by saving +expense;" "Did you ever figure up the time that is wasted in your +mailing department by sealing and stamping one letter at a time?"-- +these are the letters that will be read through. Keep before the +reader _his_ interest. Show him how your proposition would benefit +him. + +This letter was sent to lady customers by a mail-order house: + + +Dear Madam: + +You want a dress that does not sag--that does not grow draggy and +dowdy? Then you want to make it of Linette--the new dress goods. + +You have seen the beautiful new look and rich luster charm of a +high-priced fabric. You can find this same quality in Linette at +only thirty-nine cents a yard, and then--just think--it will stay in +your dress through wearing, washing and wetting, and you will be +surprised to see how easily dresses made of it may be washed and +ironed and what long service the material will give. + +Very truly yours. +[Signature: Anderson & Anderson] + + * * * * * + +In this letter there is not the faintest suggestion of the profits +that the writer hopes to make by the sale. A man is going to listen +just as long as you talk about him; a woman will keep on reading +your letter as long as you talk about her. Shout "You" and whisper +"_me_" and your letter will carry home, straight to the heart of the +reader. + +A capitalized "YOU" is often inserted in letters to give emphasis to +this attitude. Here is a letter from a clothing concern: + + +Dear Madam, + +Remember this--when we make your suit we make it for YOU just as +much as if you were here in our work roomed and, furthermore, we +guarantee that it will fit YOU just a perfectly as if you bought it +of an individual tailor. We guarantee this perfection or we will +refund your money at once without question, and pay the express +charges both ways. + +We have tried hard to make this style-book interesting and beautiful +to you and full of advantage for YOU. + +Your friends will ask "Who made your suit?" and we want you to be +proud that it is YOUR suit and that WE made it. + +Yours very truly, +[Signature: Adams & Adams ] + + * * * * * + +And there is yet another quality that is frequently most valuable to +the correspondent in making his letter personal. It is the element +of news value. News interests him especially when it is information +about his business, his customers, his territory, his goods, his +propositions. Not only does the news interest appeal to the dealer +because of its practical value to him, but it impresses him by your +"up-to-the-minuteness" and it gives a dynamic force to your letters. + +Tell a man a bit of news that affects his pocket book and you have +his interest. Offer to save him money and he will listen to your +every word, and clever correspondents in manufacturing and wholesale +establishments are always on the alert to find some selling value in +the news of the day. + +One correspondent finds in the opening of lake navigation an excuse +for writing a sales letter. If the season opens unusually early he +points out to the retailer just how it may affect his business, and +if the season opens late he gives this fact a news value that makes +it of prime interest to the dealer. A shortage of some crop, a +drought, a rainy season, a strike, a revolution or industrial +disturbances in some distant country--these factors may have a +far-reaching effect on certain commodities, and the shrewd sales +manager makes it a point to tip off the firm's customers, giving +them some practical advance information that may mean many dollars +to them and his letter makes the reader feel that the house has his +interests at heart. + +Another news feature may be found in some event that can be +connected with the firm's product. Here is the way a manufacturer of +stock food hitches his argument onto a bit of news: + + +"No doubt you have read in your farm paper about the Poland China +that took first prize at the Iowa State Fair last week. You will be +interested to know that this hog was raised and fattened on +Johnson's stock food." + + * * * * * + +This is the way a manufacturer of window screens makes capital out +of a new product: + + +"Throw away that old, rusty, stationary fly screen that you used +last season. You won't need it any more because you can substitute +an adjustable one in its place. + +"How many times when you twisted and jerked at the old stationary +screen did you wish for a really convenient one? The sort of screen +you wanted is one which works on rollers from top to bottom so that +it will open and close as easily and conveniently as the window +itself. + +"That's just the way the Ideal screen is made. It offers those +advantages. It was placed on the market only a few months ago yet it +is so practical and convenient that already we have been compelled +to double the capacity of our factory to handle the growing +business. + +"All the wood work is made to harmonize with the finish of your +rooms. Send the measure of your window and the colors you want and +get a screen absolutely free for a week's trial. If you are not +perfectly satisfied at the end of that time that it's the most +convenient screen you ever used, you need send no money but merely +return the screen at our expense. + +"The Ideal screen is new; it is improved; it is the screen of +tomorrow. Are you looking for that kind?" + + * * * * * + +The news element may have its origin in some new feature, some +attachment or patent that is of interest to the prospect. A +manufacturer of furniture uses this approach effectively: + + +"The head of my designing department. Mr. Conrad, has just laid on +my desk a wonderful design for something entirely new in a dining +room table. This proposed table is so unique, so new, so different +from anything ever seen before, I am having the printer strike off +some rough proofs of this designer's drawing, one of which I am +sending you under separate cover." + + * * * * * + +This letter is manifestly a "today" product. It wins attention +because it is so up to date, and a new article may possess the +interest-compelling feature that will lead to an order. + +Then there are the letters that tell of the purchase of goods. A +retailer puts news value into his letter when he writes that he has +purchased the entire stock of the bankrupt Brown & Brown at +thirty-eight cents on the dollar and that the goods are to be placed +on sale the following Monday morning at prices that will make it a +rare sales event. This is putting into the letter news value that +interests the customer. It is original because it is something that +could not have been written a week before and cannot be written by +anyone else. + +Then there are other elements of news of wide interest--the opening +of a new branch office, the increase of facilities by the +enlargement of a factory, the perfecting of goods by some new +process of manufacture or the putting on the market of some new +brand or line. These things may affect the dealer in a very material +way and the news value is played up in the most convincing style. +The correspondent can bear down heavily on the better service that +is provided or the larger line of commodities that is offered. +Search through the catalogue of possibilities, and there is no +other talking point that it seized upon more joyfully by the +correspondent, for a news item, an actual occurrence or some new +development that enables him to write forceful, interest-impelling +letters, for the item itself is sufficient to interest the dealer or +the consumer. All that is required of the correspondent is to make +the most of his opportunity, seize upon this news element and mount +it in a setting of arguments and persuasion that will result in new +business, more orders, greater prestige. + + + + +Making The _Form_ Letter +PERSONAL + +PART III--STYLE--MAKING THE LETTER READABLE--CHAPTER 11 + + +_Over ONE-HALF of all the form letters sent out are thrown into the +waste basket unopened. A bare_ ONE-THIRD _are partly read and +discarded while only_ ONE-SIXTH _of them--approximately 15 per +cent--are read through. This wasteful ratio is principally due to +the carelessness or ignorance of the firms that send them out-- +ignorance of the little touches that make all the difference between +a personal and a "form letter." Yet an increase of a mere one per +cent in the number of form letters that are_ READ _means a +difference of hundreds--perhaps thousands of dollars to the sender. +This article is based on the experiences of a house that sends out +over a million form letters annually_ + + * * * * * + +There are three ways by which you can deliver a message to one of +your customers: you can see him personally, you can telegraph or +telephone him, or you can write him a letter. After you have +delivered the message you may decide you would like to deliver the +same message to 252 other customers. + +To see each customer personally, to telegraph or telephone each one, +or to write each a personal letter, would prove slow and expensive. +So you send the same letter to _all_ your customers, since you wish +to tell them all the same story. + +But you do not laboriously write all these letters on the +typewriter; instead, you print them on some kind of duplicating +machine. + +But it is not enough to print the body of the letter and send it +out, for you know from your own point of view that the average man +does not give a proposition presented to him in a circular letter, +the same attention he gives to it when presented by a personal +appeal. And so little plans and schemes are devised to make the +letter look like a personally dictated message, not for the purpose +of deceiving the reader, but to make your proposition more intimate. +This form of presentation is merely a means to an end; just because +a letter is duplicated a thousand times does not make the +proposition any the less applicable to the reader. It may touch his +needs just as positively as if he were the sole recipient. The +reason the letter that one knows to be simply a circular fails to +grip his attention, is because it fails to get close to him--it does +not _look_ personal. + +So, if form letters are to escape the waste basket--if they are to +win the prospect's attention and convince him--they must have all +the ear-marks of a personally dictated communication. If a +proposition is worth sending out it is worthy of a good dress and +careful handling. + +All the principles of making the individual letter a personal +message hold good with the form letter, except that greater pains +must be taken to make each letter look personal. Nothing should be +put into the letter to a dozen or a thousand men that does not apply +to each one individually. + +From the mechanical standpoint, there are five parts to a letter: +superscription, body of the letter, signature, enclosures and +envelope. In each of these five parts there are opportunities for +original touches that make letters more than mere circulars. + +The superscription and the way it is inserted in a form letter is +the most important feature in making it personal. No semblance of a +regularly dictated letter can be given unless the date, name and +address are filled in, and if this is not done carefully it is far +better to open your letter with "Dear Sir," and thus acknowledge +that it is a circular. + +To the left, and in exact alignment with the paragraphs in the body +of the letter, should appear the name and address of the reader. If +this superscription appears a fraction of an inch to either side of +the margin the fill-in is evident. The style of type and the shade +of the typewriter ribbons used in filling-in must match with +absolute accuracy. This is vital and yet the most common error in +form letters is imperfect alignment and conspicuously different +colors of ink. + +To secure an exact match between the filled-in name and address and +the body of the letter, it is necessary to use ink on the +duplicating machine which matches your typewriter ribbon. The ink +used on the duplicating machine can be mixed to correspond with the +color of the ribbons. Long experience has shown that violet or +purple shades of ink are best for form letters, for these colors are +the easiest to duplicate. Black and blue are very difficult to +handle because of the great variety of undertones which are put into +these inks. + +Duplicating machines which print through a ribbon give variable +shades and the typist in filling in must watch carefully to see that +her typewriter ribbons match the impressions made in the body of the +letter, especially where the form letters are printed several months +in advance and exposed to changing conditions. + +In departments where the stenographers fill in only a few letters a +day, a piece of a "fill-in" ribbon is attached to the end of the +regular ribbon and used for this purpose. + +For speed and better work, typists who do nothing but fill in form +letters, overlay their work--that is, before one sheet is taken out +of the machine another is started in. A scheme which is slower but +gives accuracy, is to work backward on the name and address, writing +the "Gentlemen" or "Dear Madam" first, beginning flush with the +margin. The town or city is next written, beginning on the paragraph +or established margin line and then the name and the date are filled +in. Guides may be secured so that all sheets will be fed into the +machine at one place, thus assuring an exact margin. + +Too much emphasis cannot be laid on the necessity of doing this +fill-in work carefully, or not at all. If letters are printed by +means of some duplicating machine which prints through a ribbon, +care must be taken that the first run from the fresh ribbon is +filled in on the typewriter with an equally fresh typewriter ribbon. +Later when the machine ribbon is worn, giving a lighter impression, +an older ribbon is used on the typewriters. + +This fill-in work is difficult, and even when done properly many +firms adopt all kinds of little schemes to help out the personal +appearance. Separating the superscription from the body of the +letter so that the immediate contrast is not so great, accomplishes +this purpose. + +One familiar scheme is to print the shipping or sales terms of the +company across the letterhead so that the first paragraph comes +beneath the printed matter and the filled-in superscription above. +Then if there is a slight difference in shades of ink it is not so +apparent. The same care must, however, be taken with the alignment. + + +Mr. L. B. Burtis, +1034 Elm Ave., +Ravenswood, Ill., + + +Dear Sir: + +In reply to your letter of July 3d I +take pleasure in enclosing the free book +asked for. + +All that I ask is that you read the book-- +no longer letter is necessary. + +Everything I could say to you in this +letter about my chest is in my book. I +wrote every word of it so when you read +it, I wish you would take it as a personal +message from me. + +We deliver this chest to Ravenswood at the +price quoted in the book. + +This is all I am going to say. When you +have selected the chest you wish, simply +check it on the enclosed post card, and +mail to me. Promptly upon its receipt +the chest will go to you subject to +your approval. + +I shall be looking for your post card. + +Very truly yours, +OLD ENGLISH CHEST COMPANY. + + * * * * * + + +New York, +July 7, 1910, + +Mr. L. B. Burtis, +1034 Elm Ave., +Ravenswood, Ill. + + +Dear Sir: + +I enclose with pleasure the free book you +asked for in your letter of July 3rd. + +All that I ask is that you read the book--no +longer letter is necessary. + +Everything I could say to you in this +letter about my chest is in my book. I +wrote every word of it so when you read +it, I wish you would take it as a personal +message from me. + +Tho prices quoted you in this book include +freight prepaid to Ravenswood. + +This is all I am going to say. When you +have selected the chest you wish, simply +check it on the enclosed post card, and +mail to me. Promptly upon its receipt +the chest will go to you subject to +your approval. + +I shall be looking for your post card. + +Very truly yours, +OLD ENGLISH CHEST COMPANY +[Signature: Edward Brown, Pres. + Dict EB-ERS.] + + * * * * * + +_The wrong and right way of handling form letters. In the first +letter the type of the fill-in does not match and the lines are out +of alignment. Wide white space at both sides of the date "July 3d" +and the town, "Ravenswood," calls attention to the poor fill-in. The +second letter shows the same fill-ins coming at the end of +paragraphs. The second letter has a date line, personal signature +and initials of dictator and stenographer--little touches that add +to the personality of the letter_ + + * * * * * + +A similar scheme is to write the first paragraph or sentence in red +ink. This is a somewhat expensive process, however, for the letter +must be run through the duplicating machine twice and skill is +required to secure an exact register. + +Now that two-colored typewriter ribbons are in such general use the +name and address and date are printed in red, eliminating the +necessity of matching the ink of the body of the letter. This is an +effective attention-getter, but unless carefully printed the +impersonality is apparent. + +In certain kinds of communications where the more formal customs of +social correspondence are sometimes employed, the letter is often +opened with the salutation, "My dear Sir." The full name and address +is then written in the lower left corner, in alignment with the +paragraphs of the body of the letter. + +Some businesses, presenting a proposition to a limited number of +persons, write the entire first paragraph. It is usually short and +of course should be made pointedly personal. "Typing" the name and +address onto the form letter is another familiar scheme to make it +more personal. + +Use of a body fill-in is always effective. But the right way to do +this is to phrase the letter so that the name, or date, or word, to +be inserted, comes at the beginning or end of the paragraph, +preferably at the end. Otherwise the fill-in may be too short for +the space allowed and the result is farcical. + +Here is an all too common mistake: + + +"You may be sure, Mr. Hall, that this machine is just as +represented." + + * * * * * + +The advantage of having the fill-in at the end of the paragraph is +because names vary so much in length that they seldom just fill the +space that is left and when there is a long blank space, as in the +sentence given above, the scheme is anything but effective. + +A manufacturer of automobiles, writing old customers who might wish +to exchange their machines for newer models, added a real personal +touch by filling in the serial number of each machine at the end of +a line. Another individual touch was added in this way: + + +"You will be interested to know that we have recently sold one of +our machines to a near neighbor of yours, Mr. Henry C. Smith of Rock +Creek." + + * * * * * + +This sentence was so phrased that the neighbor's name came at the +end of a line and could be easily filled in. + +A furniture manufacturer works in a personal touch by closing a +paragraph of his letter with this sentence: + + +"You can find our liberal offer to ship freight pre-paid to Rogers +Park on page 3 of the catalogue." + + * * * * * + +The name of the town and page number of the catalogue came at the +end of the sentence. Another manufacturer opened his letter with +this sentence: "On April 2, we received your inquiry." In this case, +"On April 2," was filled in at the beginning of the sentence. Both +schemes give the "one-man" attitude. A personal touch in the body of +the letter indicates an individual communication--as it really is. + +There are four ways for making the body of the letter look like a +regularly typewritten message: it may be typewritten, printed on a +printing press, printed through a ribbon or printed by means of a +stenciled waxed paper. + +Firms sending out only a few form letters typewrite them so that no +effort is necessary to give an individual touch. + +But the letter printed from typewriter type by means of an ordinary +printing press is obviously nothing more than an ordinary circular. +Filling in the name and address by a typewriter is absolutely +useless. It is usually advisable to print form letters by means of +some duplicating process which prints through a ribbon. + +Where a stencil is used, the waxed paper is put in the typewriter +and the letter is written on it without a ribbon. Here the stenciled +letter replaces the usual type, and the impression secured can +seldom be detected from a typewritten letter. A stencil can be made +more quickly than type for the same letter can be set. Then the +exact touch of the typist is reproduced on the duplicated letters +through the stencil. No stenographer can write a letter without +making some words heavier than others, the distribution of the ink +is not the same throughout, so absolute uniformity in the printed +letter is not advisable. + +In printing the body of the letter select some process which gives +the appearance of typewriting and then match the fill-in. One +merchant secured an effective matching of fill-in and body by +printing the form with a poorly-inked ribbon on the duplicating +machine and then filling in the name and address with a typewriter +ribbon that had been well used. While the general appearance of the +letter was marred by this scheme, the impression was that of a +letter written on a poor typewriter and it was effective. + +The business man, the clerk and the farmer--everyone visited by the +postman--is becoming more and more familiar with letters. The day +has passed when anyone is deceived by a carelessly handled form +letter. Unless a firm feels justified in spending the time and money +to fill in the letter very carefully, it is much better to send it +out frankly as a circular. + +Nor is this always a weakness, for a clever touch can be added that +introduces the personal elements. One mail-order house sent out a +large mailing with this typewritten notice in the upper left corner +of the letterhead: + + +"You must pardon me for not filling in your name and address at the +beginning of this letter, but the truth is I must get off fifty +thousand letters tonight, and I have not the necessary stenographic +force to fill in the name and address on each individual letter." + + * * * * * + +In spite of the fact that each man was frankly told that 49,999 +other persons were receiving the same letter, the appeal was as +personal as an individual message. Another writer opened his +communication in this way: + +"This letter is to YOU. and it is just as personal as If I had sat +down and pounded it off on the typewriter myself, and I am sure that +you, as a business man, appreciate that this is a personal message +to you, even if I am writing a hundred thousand others at the same +time." + + * * * * * + +This letter struck a popular and responsive chord, for each reader +took it to himself as a frank, honest appeal, from a frank, honest +business man. It was a direct personal communication because each +reader felt that although it was duplicated a thousand times it +nevertheless contained a live message. + +But the care that some writers take to make the form letter look +personal, is the very thing that kills it. They make the letter too +perfect. To avoid this result, leave an imperfect word, here and +there, throughout the body of the letter. Watch the setting up of +the type to be sure the lines are not spaced out like a printed +page. Many correspondents imitate the common mistakes of the +typewritten letter from the mechanical standpoint and in the +language. + +Time spent in correcting these errors with pen and ink is usually +considered a paying investment. The tympan of the duplicating +machine is sometimes made uneven so that the impression of a +typewriter is still further carried out. Some duplicating machines +advertise that their type print "loose" for this very purpose. A +favorite scheme with firms where letter presses are used is to blur +the letter slightly after it has been filled in and signed. A word +"XXX'd" out as by a typewriter lends an impression of the personal +message, as does also the wrong spelling of a word, corrected by pen +and ink. + +But fully as vital to the individuality of the letter is the manner +in which it is closed. The signature of the form letter is a subject +that deserves as careful consideration as the superscription and the +body of the letter. The actual typewritten letter to Henry Brown is +signed with pen and ink. Even where the name of the company also +appears at the end of the letter, the personal signature in ink is +desirable. And when you write all the Henry Browns on your mailing +list, you should apply the pen-and-ink signature to every letter. +That is the only effective way. + +It is not so essential that the signature should be applied by the +writer personally. Often a girl writes the signature, saving the +time of a busy department head. Many firms use a rubber facsimile +stamp for applying the signature, but it is not as effective, for it +is seldom that the stamped name does not stand out as a mechanical +signature. One concern adds the name of the company at the bottom of +the letter and has a clerk mark initials underneath with pen and +ink. + +The form letter has a heavy load which carries a row of +hieroglyphics at the bottom of the page--the "X-Y-Z," the "4, 8, 6," +the "Dictated WML-OR" and the twenty and one other key numbers and +symbols common to the form letters of many houses. When a man +receives such a letter, he is impressed by the mass of tangled +mechanical operations the message has undergone; on its face he has +the story of its mechanical make-up and its virility is lost, +absolutely. + +Then consider the various notes, stamped in a frankly mechanical +manner at the bottom of the letter, such as, "Dictated, but not +read," "Signed in the absence of Mr. So-and-So." To the average man +who finds one of these notes on the letter, there is the impression +of a slap in the face. He does not like to be reminded that he may +converse with the stenographer in the absence of the president. When +a letter says "Not read" he feels that the message was not of +sufficient importance to warrant the personal attention of the +writer. Eliminate all such notes from the form letter. + +Sometimes a postscript may suggest a note of personality. For +instance, one firm writes underneath the signature: "I want you to +look especially at the new model on page 37 of the catalogue." This +is effective if done with pen and ink, but if printed or stamped, it +gives no additional tone of individuality to the letter. One +manufacturer had a postscript written on an extra slip of paper +which he pasted to the corner of the sheet. + +Another concern writes out on a piece of white paper the +blue-penciled postscript: "I'll send you this three-tool garden kit +_free_ (express prepaid) if your order for the patent roller reaches +me before the 5th." This is made into a zinc etching and printed in +blue so perfectly that the postscript appears to have been applied +with a blue pencil. + +Still another postscript scheme is to write the form letter so that +it just fills the first page, then to dictate and sign a paragraph +for a second page--a most effective plan. + +Then you must consider the enclosure that often goes with the +letter. This frequently stamps it a circular. If you are offering a +special discount or introductory sale price, for instance, it would +be ridiculous to say in your letter, "This is a special price I am +quoting to you," when the reader finds the same price printed on the +circular. Print the regular price, and then blot out the figures +with a rubber stamp and insert the special price with pen and ink, +or with a stamp. + +If you offer a special discount it is best to say so frankly: + + +"I am making this special discount to a selected list of a few of +our old friends. And in order that you may be sure of this discount +I am enclosing the discount card which will entitle you to the +special prices." + + * * * * * + +[Illustration: _A series of letterheads that illustrate various uses +of the product and so not only vary the appearance of successive +letters but afford good advertising_.] + +[Illustration: _For different departments, to handle different +classes of correspondence or simply to vary their follow-up, varying +letterheads are used_.] + + * * * * * + +The discount card should be filled-in with the name of the person +written and stamped with a serial numbering machine. The date the +special offer expires should also be stamped on the circular. In +making a special offer to a "limited number of persons," the +enclosure describing it and the return order blank should not be too +elaborate or carefully prepared. It is more effective to make them +inexpensive and give a careless appearance. Aim to carry the +impression that with a hundred or so you could not afford to do it +better. + +Do not let an opportunity pass to give the enclosure the same +personal touch that you aim at in the letter. Some houses even sign +the reader's name to the card. A pencil or pen mark over some +particular feature of the enclosure is another way to suggest +personal attention. + +Refer to the enclosure in a way that indicates individual attention. +A correspondence school takes off the weight of the overload of +enclosures by inserting this paragraph: + + +"So in order that you may properly understand our proposition I am +enclosing these circulars and application blanks. It is impossible +to tell one whole story in a single letter, or even a series of +letters. To make them perfectly plain I have asked my stenographer +to number them with a pen, and I will refer to them in this letter +in that order." + + * * * * * + +A manufacturer who has succeeded in the mail-order business turns +down a page in his catalogue, and refers to it in this way: + + +"I have turned down the corner of a page--39--in my catalogue that I +particularly want you to read. On this page you will find pictured +and described the best value in a single-seated carriage ever +offered to the public. Turn to this page now and see if you can +afford not to investigate this proposition further." + + * * * * * + +A successful campaign prepared by a wholesale house consisted simply +of a letter and a cheap-looking yellow circular, across the top of +which had been printed with a typewriter duplicating machine this +heading: + + +"There is no time to prepare an elaborate circular--the time limit +set on this offer is too short." + + * * * * * + +This idea was further strengthened by additional typewritten notes +on the top and sides of the circular. The special offer and order +blank appeared in typewriter type on the back of the circular. + +Another scheme which pulled results for a tailor was this +typewritten postscript: + + +"The enclosed is a circular letter. If I sent it to you without this +personal note, I fear you would be too busy to give it the attention +it deserves. So I ask you now--in justice to your interests--to read +this circular as carefully as if I had put the whole thing in a +personal letter to you." + + * * * * * + +It is an easy matter to enclose a few typewritten names, so a paper +manufacturer says in his answer to an inquiry: + + +"I'm sending you a list of the printers in your immediate vicinity +from whom you can secure our bond papers." + + * * * * * + +A land concern refers to an enclosed list in this way: + + +"So you can investigate for yourself just what our proposition will +do for you, I am having my stenographer make up a list of a few +purchasers in your vicinity from whom you can secure first hand +facts." + + * * * * * + +Another concern typewrites the note "Personal Matter" on the +enclosed return envelope to give added individuality to it. Thus the +return envelope contributes to the general impression of the one-man +message. But whether it is the superscription, the body of the +letter, the closing or the enclosure, there is one general principle +that must be followed: first consider how you would handle the +individual letter, then make the form letter similar. Make the form +letter talk as though it were intended for one man. Keep this rule +in mind and your form letters will pull. + + + + +Making _Letterheads_ and _Envelopes_ +DISTINCTIVE + +PART IV--THE DRESS OF A BUSINESS LETTER--CHAPTER 12 + + +_The dress of a business letter reflects the character and the +standing of a house no less than the dress of its personal +representative. The quality of the paper, the kind of printing or +engraving, the mechanical make-up--all these things contribute to +the_ IMPRESSION _a letter makes upon the recipient even_ BEFORE THE +MESSAGE IS READ. _Many letters come to nothing because their dress +is unattractive, cheap, slovenly; and so progressive business men +are learning to select their stationery with care to insure for it +both tone and dignity. The kind of paper to select--the size, the +tint and the quality--is described and explained in the following +chapter_ + + * * * * * + +The first impression created by a business letter is based upon its +outward appearance--upon its mechanical make-up, the quality of its +paper, the grade of its printing or engraving; upon the superficial +qualities that are apparent at a glance. + +The externals do not necessarily reflect the quality of the message +within the letter. But the experienced business man, who is trained +to make his estimate quickly, gets an impression of some kind--good, +bad or indifferent--of every letter that comes before him, even +before a word of that letter is read. + +In other words, the general appearance of the letter is the first +appeal that it makes to the average man. The nearer that appearance +conforms to the appearance of the letters from reputable concerns +with which he is familiar, the more favorably he is impressed with +it. The farther its appearance departs from the established and +approved standards, the more forcibly will that letter force itself +upon his attention. But whether the recipient is favorably or +unfavorably impressed by this prominence depends upon the skill and +ingenuity with which the letter is made up mechanically. + +Generally speaking, business correspondence paper may be classified +as follows: + +First: The _conventional_ stationery, that conforms to the +established rules and the principal variation of which is in the +quality of its paper and printing. + +Second: The _individualistic_ stationery, that departs from the +usual styles and is good to the extent that it meets the unusual +requirements for which it is designed. + +Third: The _eccentric_ stationery, which is usually merely a +fanciful violation of the conventions for the purpose of being +conspicuous. + +Of these three types of business stationery, the first is +essentially practical and sane; the second is forceful if it does +not violate the fundamental rules of color and design, and if it has +a peculiarly apt application; while the third is almost invariably +in as poor taste as eccentricity in dress. + +The first consideration in the preparation of business stationery is +the paper, or "stock." + +The quality of this "stock," like the quality of material of a suit +of clothes, largely determines the taste, if not the resources of +the owner. Important messages may be written on cheap stationery; +big men with big plans are sometimes clad in shoddy garments. But +ninety-nine out of a hundred are not, and the hundredth man, who +does not conform to the accepted order of things, is taking an +unnecessary business risk of being wrongly classified. After a man +has delivered his message, the quality of his clothes is not an +important item. After a letter has been read, the quality of its +paper is insignificant. But as the man is seen before he is heard, +and the letter before it is read, it is good business to make both +dress and stationery conform to approved styles. + +For instance, the average financial institution, such as a bank or +trust company, takes every precaution to create an impression of +strength and security. The heavy architecture of its building, the +massive steel bars, its uniformed attendants the richness of its +furnishings, all tend to insure a sense of reliability. Does it use +cheap stationery? On the contrary, it uses rich, heavy bond. The +quality of its paper conforms to the dignity and wealth of the +institution; indeed, so long has the public been trained to expect +good letter paper from such concerns that it would be apt to +mistrust, perhaps unconsciously, the house that resorted to cheap +grades of stationery which is almost invariably associated with +cheap concerns or with mere form letters issued in large quantities. + +Stationery should be representative of the business from which it +comes. The impression created by a well-dressed man, as well as of a +well-dressed letter, is seldom analyzed; the first glance is +generally sufficient to establish that impression. A letter +soliciting an investment of money, if printed on cheap stock, may +create such a tawdry impression as to be discarded instantly by the +average business man, although the letter may come from an entirely +reliable house and contain an excellent business proposition on +good, substantial paper. For this reason, the letter that departs +from the usual standards must assume unnecessary risks of being +thrown away unread. + +To discriminate at a glance between important and inconsequential +business letters, is what most men have been trained to do. It is +not exaggeration to claim that the success of many business letters +often depends upon the paper. The difference between the letter of +an obscure country merchant or lawyer, and that of his well-known +correspondent in the city, lies often in its mechanical appearance. +The one, who is not trained to observe what he considers trifling +items, uses paper that is cheap and easily available; the other, +experienced in the details that tend to increase the dignity of the +house, selects his stationery with care from a wider assortment. +Ninety-nine times out of a hundred the two letters may be identified +at a distance. The message of one letter may be just as important as +the other; but one is properly and the other is improperly +"clothed." + +What the firm thinks about business stationery is not so important +as what the recipients think. Do not buy good stock because it +pleases the "house," but because it influences the man to whom the +house writes. First impressions are usually strongest and the first +impression produced by a letter comes from the paper upon which it +is written. + +Some men seem to feel superior to creating a good impression. They +do not want to stoop so low as to go to the best hotel. They will +not buy a hat or an umbrella that can help them get business. Their +general idea is to bang their way into the market and succeed in +their shirt sleeves, as it were, and on the strength of the goods. +Of course, if a man has time to succeed in his shirt sleeves, there +is no objection to it. The idea of having as one's address the best +hotel, or in writing one's business on the best paper, is not that a +man could not succeed in his shirt sleeves, if he set out to, but +that he has not time. He gets little things out of the way and +proceeds to business. + +The quality of the paper must be largely influenced by the purpose, +as well as by the quantity of the letters to be written. A firm that +sends out hundreds of thousands of form letters to sell a small +retail article in the rural districts, will not use an expensive +stock; it will use a cheaper quality of paper. If the form letter +goes to business or professional men in the city, the quality of the +paper will be determined accordingly. In every instance, stock +should be selected which will meet the expectations of the +recipient. + +The fact that the recipient knows a form letter as such, largely +nullifies its influence. A business man who sends out a large number +of form letters a year claims that when he gets a reply beginning, +"In response to your form letter," he knows that the effect of that +letter is absolutely lost on a large percentage of this list who +seldom or never bother to read such communications. And one of the +distinguishing marks of such a letter is the poor quality of its +paper. + +Different grades of stationery may be used for the various +departments. For inter-house or inter-department correspondence, +an inexpensive paper is desirable. For many purposes, indeed, a +low-priced stock is entirely permissible. But the higher the quality +of paper, the more exclusive and personal that letter becomes, +until, in the cases of executive heads of corporations, the stock +used is of the best. One well-known corporation regularly uses six +different grades of paper for its letters; one grade is engraved +upon a thin bond of excellent quality and used by the president of +the company when writing in his official capacity; another grade +is engraved upon a good quality of linen paper and is used by the +other officers, sales managers and heads of office departments +when writing official letters to outside parties; when writing to +officers or employees of their own concern, the same letterhead, +lithographed on a less expensive grade of paper, is used; A fourth +grade of bond paper is used by officers and department heads for +their semi-official correspondence. The sixth grade is used only for +personal letters of a social nature; it is of a high quality of +linen stock, tinted. Thus, the size, shape and quality of the paper +and letterhead in each instance is made to conform to the best +business and social usages. + +For business correspondence, custom allows but little leeway in the +choice of paper. For print shops, advertising concerns, ink +manufacturers, engravers, or paper manufacturers, stationery offers +an opportunity to exploit their taste or products in an effective +and legitimate manner. For most houses, however, a plain bond, +linen, or the vellums and hand-made papers that are coming into +favor, furnish the best letter paper. + +Colors on correspondence paper are seldom used to good effect; the +results are frequently glaring and cheap. When in doubt as to what +tint to use in the paper stock, use white, which is always in good +taste. Tinted stock is occasionally used to good advantage as a +"firm color." In such cases all the correspondence of that house has +a uniform tint, which thus acquires an advertising value in +attracting attention to itself among a mass of other letters. Aside +from this occasional and often doubtful advertising value, tinted +stock tends toward the eccentric except in the cases of paper +dealers, publishers, or printers who have a purpose in displaying +typographical effects. + +Many concerns use paper of various tints, each of which identifies +the particular department from which it comes. Thus, white paper may +mark the letters from the executive department, blue from the +selling department, and brown from the manufacturing department. +But, even in such cases, the colors are used ordinarily only for +inter-house or inter-department communications. + +The sheet should be of standard size; that is the letter sheet +should be folded to fit exactly into the envelope that is used. + +Only such paper stock should be selected as can hold ink readily. +Never select a stock that is not entirely serviceable on a +typewriting machine. Never sacrifice the practical to the eccentric +in business stationery. + +An inferior quality of stationery is sometimes accepted by the +shrewd observer either as a deliberate act to economize or as an +indication of poor taste or indifference. A man who gets an +estimate, for example, written on cheap paper, may be led to believe +that the man who skimps on letter paper is apt to skimp on his work. +So long as the paper represents the sender, just so long will the +sender be judged by it. + +From a semi-business or social standpoint, stationery often plays an +important role; many instances are recorded where a man's private +note paper has been the means of eliminating his name from select, +social lists. The lady who, in writing to an employment office for a +butler, used her private stationery with the remark, "that is one +more way of giving them to understand what sort of a butler I want," +knew the effect produced by proper letter paper. + +In other words, the _stationery_ of a business house--the size, the +proportions, the tint, the quality of its correspondence-paper-- +offers the first of the several opportunities for the correspondent +to put the recipient into a receptive state of mind toward the +communication. It is an item that the shrewd correspondent does not +ignore, because it offers him an opportunity--and the first +opportunity--to score. + + + + +The _Typographical_ Make-Up +Of BUSINESS LETTERS + +PART IV--THE DRESS OF A BUSINESS LETTER--CHAPTER 13 + + +_All business houses recognize the necessity for having printed +letterheads and envelopes, but the variety of designs and styles are +infinite. Nothing, not even the paper, affords such an index to the +character of the individual or firm as the typography of the +envelope and letterhead. An impression, favorable or otherwise, is +created_ BEFORE THE LETTER IS READ. _This chapter describes the +methods of printing, engraving and lithographing; the advantages of +each process, and the difference in prices; the proper placing of +date, name and address, the width of margins, spacing between +lines--little points that contribute to the appearance of the letter +and give it tone_ + + * * * * * + +The feature of a business letter that invariably commands the first +conscious attention of the recipient is the name--printed or +written--of the firm or individual from whom the letter comes. + +Except when the correspondent intentionally omits this information +for the purpose of inducing the recipient to notice a circular +letter that he might otherwise ignore, the name and address of the +sender is printed on the envelope. + +This is done for two reasons: it brings the name of the +correspondent before the recipient immediately upon receipt of the +letter; it tends to secure favorable attention, and it enables the +post office authorities to return letters to the senders in case of +non-delivery because of removals, death, wrong address or other +causes. + +In either case, the interests of the correspondent are best served +by printing this information in the upper left corner of the face of +the envelope. It is this side of the envelope that bears the address +and the stamp, and consequently the only side, under ordinary +circumstances, that receives attention from either the postal +officials or the recipient. When the sender's name is printed in +this position, it is brought prominently to the attention of the +recipient as the letter is placed before him. But even a more +practical reason for putting this data in the upper left corner is +that such a location on the envelope permits the post office rubber +stamp, "_Return to Sender_," to be affixed, in case of need, without +the confusion and annoyance that is caused when this address is +printed on the back of the envelope, as is sometimes done. + +As a rule, the printed matter that appears on the envelope should +consist merely of the name and address of the sender in plain, +legible letters. + +In no case should the address be ambiguous. However many branch +offices the firm may have, the use of more than one address on the +envelope is apt to be confusing and may result in a communication's +being returned to an office other than that from which it comes. To +avoid this, only one address should be printed on the envelope, and +that should be the address to which the correspondence is to be +returned by the postal authorities in case of non-delivery to the +addressee. The trade mark or other similar distinctive imprint of a +firm may properly be used on the envelope, but only in cases where +it will not tend to confuse or crowd the essential wording. The name +of the person to whom the letter is to be returned is of +considerable more practical value to the postman than a unique +design with which the envelope may be adorned. + +The letterhead offers wider opportunities for an array of data. +Pictures of offices, buildings and factories, trade marks, lists of +branch offices, cable codes and the names of officers and executive +heads may be used, but too much reading matter leads to confusion. +The tendency today is toward simplicity. The name and address of the +firm, and the particular department or branch office from which the +communication comes, is regarded as sufficient by many houses. The +day of the letterhead gay with birds-eye views of the plant and much +extraneous information seems to be passing, and money that was once +spent in elaborate designs and plates is now put into the "quality" +of the letter paper--and quality is usually marked by dignified +simplicity and directness. + +Letterheads may be mechanically produced by several different +processes that range widely in costs. The principal methods of +printing letterheads are: + +First: From type. + +Second: From zinc or half-tone plates made from drawings--generally +designated as "photo-engraving". + +Third: From plates engraved on copper or steel. + +Fourth: From lithograph plates, engraved on stone. + +Fifth: From photogravure or similar engraved plates. + +Generally speaking, letterheads printed from type are the cheapest. +The costs of type composition for an ordinary letterhead will vary +from fifty cents to four or five dollars, dependent upon the amount +of work. The printing ranges in cost from one dollar a thousand +sheets for one color to several times that amount, dependent upon +the quality of ink and paper, and upon local conditions. Many +concerns are discarding letterheads printed from type, as more +individuality can be shown in some form of engraved or lithographed +work. + +Good results may often be secured from "line cuts" or zinc plates-- +which cost from five to ten cents a square inch, with a minimum +charge ranging from fifty cents to a dollar--made from pen-and-ink +drawings. Good and distinctive lettering may often be secured in +this way, where type matter does not offer the same opportunities. +The cost of printing from zinc plates is practically the same as the +cost of printing from type. If the drawings are made in water color, +"wash" or oil, or if they contain fine crayon or pencil shadings, +the reproductions must be made from half-tone plates. These cost +from twelve cents to twenty cents a square inch, with a minimum +rate that usually is equivalent to the cost of ten square inches. +Half-tones, however, can be printed only on an enamel or other +smooth-surface paper, and cannot be used satisfactorily on a +rough-surface paper as can zinc plates. + +Copper or steel engravings are made from designs furnished either by +the engraver or by some other designer. For simple engraved +lettering such as is customarily used on business stationery, the +cost of a copper plate is about ten cents a letter. For elaborate +designs the costs increase proportionately. Steel plates, which are +more durable, cost about sixty per cent more. Printing from such +plates is considerably more expensive than the two processes +previously described. Engraved letterheads cost from six dollars +upward a thousand for the printing, while the envelopes cost +approximately two dollars and fifty cents a thousand. The envelopes +are usually printed from steel dies, which cost about ten cents a +letter. + +For large orders of stationery, exceeding 20,000 sheets, lithography +offers economies in price and other advantages that render it more +practical than metal engraving. The design is engraved upon stone +and printed from the stone block. While the initial costs of +lithography are high, ranging from $25.00 to $100.00 for the +engraving (with an average cost of about $50.00), the price of +printing is so moderate as to make this form of production popular +among extensive users of business paper. Lithography gives a smooth, +uniform and permanent impression on the paper, and permits of an +indeterminate "run." The cost of printing from lithographic plates +is practically the same as from steel or copper plates. The savings +effected in large orders is in the cost of the plates, for copper +and steel must be renewed as they become worn down. + +The photogravure process is costly both in the plate-making and in +the printing. While it gives a rich and uniform impression on the +letter paper, and is highly valuable for reproducing pictures and +ornate designs, it is adaptable only for special purposes and is not +generally regarded as suitable for commercial work. A photogravure +plate costs from seventy-five cents to one dollar and twenty-five +cents a square inch, or about $12.00 to $50.00 for a letterhead. The +printing costs about the same as for other engraved stationery. With +other processes, somewhat similar in the market, this method of +printing letterheads has not yet won extensive favor. + +It is now almost universally recognized that a letter should be +written on one side of the sheet only. + +A copy should be kept of every communication that leaves the +office. Either a carbon copy may be made at the time the letter is +written--six good copies can be made simultaneously on the average +typewriter, although one is usually sufficient--or a letter-press +copy can be made from the sheet after it is signed. Both forms have +been accepted by the courts as legal copies of correspondence. + +Such copies are usually filed alphabetically either by the name of +the company or individual to whom the letter is addressed. + +Letter-press copies must necessarily be filed chronologically, even +when separate books for each letter of the alphabet are maintained. +In either case the search through the files for a letter copy is +facilitated by placing the name, address and date of a letter at the +top. + +For the same reason the date of a letter should be placed in +the upper right corner of the page; the recipient must know when +the communication is sent; it may have a bearing on other +communications. The name and address of the addressee, similar to +the address on the envelope, should in all cases be placed, as the +formal salutation, in the upper left corner of the sheet, whether +the correspondent be greeted "Dear Sir" or "Gentlemen." Not only +does this establish at once the exact individual for whom the +communication is intended but it facilitates the filing of the +correspondence, both by the recipient and by the sender. + +The margins of a business letter, owing to the limitations of the +typewriter, are usually variable. The space occupied by the +letterhead must, of course, determine the margin at the top of the +sheet. Theoretically, the margins at the left and right should be +exactly the same size; practically, however, the typewriter lines +will vary in length and cause an uneven edge on the right side. In +printing, the use of many-sized spaces not only between words but at +times, between the letters themselves rectifies these variations, +but the typewriter does not permit this. The more even the right +margin is and the more uniform it is to the left margin, the better +the effect. The margins should be about one and a half inches in +width. The margin at the bottom should not be less than the side +margins. Should it be smaller, the page will appear cramped for +space as the reading matter will be really running over into the +margin--a typographical defect that is as noticeable on typewritten +as on printed pages. + +The spacing between the lines and between the paragraphs of a +business letter may vary to suit the tastes of the individual, +although considerations of a practical nature tend to establish a +few general principles. + +Both for purposes of convenience and of economy, a letter should be +as compact as possible, both in words and in mechanical production. +It should not take up two sheets if the message can be written on +one without undue crowding. Hence most business letters are single +spaced; that is, only one space on the typewriter separates the +lines. Even when a letter is short, it is advisable for purposes of +uniformity, to use single spaces only. + +The first line of each paragraph is usually indented from five to +fifteen points on the machine. Each business house should establish +exactly what this indentation shall be in order to secure uniformity +in its correspondence. Instead of indenting the first line, some +concerns designate the paragraphs merely by separating them by +double spacings, beginning the first line flush with the left +margin. The best practice, however, seems to embody both of these +methods, but the average business letter usually has its paragraphs +separated by double spacing and indenting the first line. + +The address on the envelope, to which the salutation at the top of +the letter should correspond, either exactly or in slightly +condensed form, may be properly typewritten in various ways. The +style that is most observed, however, and which has the stamp of +general approval, provides for an indentation of about five points +on each line of the address. + +Between the lines the spacings may be either single or double but +the latter is preferable. Greater spacing tends to separate the +address too much to allow it to be read quickly. + +Another approved, though less popular form of address does not +indent the lines at all. + +Any radical departure from these forms should be made cautiously, +especially if the various items of the address are separated from +each other. + +The address, like a paragraph, is generally read as a unit--as a +single, distinct idea. The closer the address conforms to the +generally accepted forms, the more readily are the envelopes handled +by the postoffice and the less danger of delay. + + + + +Getting a UNIFORM _Policy_ and +_Quality_ in Letters + +PART IV--THE DRESS OF A BUSINESS LETTER--CHAPTER 14 + + +_Every correspondent naturally reflects his own personality in his +letters. His distinguishing characteristics, good, bad and +indifferent, inevitably tend to find expression in his +correspondence_--UNLESS THOSE TENDENCIES ARE GUIDED. _That is +exactly what the modern business house does. It directs the work of +its correspondents by means of general and specific rules as well as +by instruction in the policies of the house until ail of its letters +are uniform in quality and bear the stamp of a consistent +personality--the personality of "the house"_ + + * * * * * + +A number of years ago, the president of a company manufacturing +carriages felt that he was not getting adequate results for the +money he was spending in the mail sales department. One day he +called a meeting of all his correspondents and asked each man what +arguments he used in writing to prospects. He discovered that eight +correspondents were using eight different lines of talk. One +emphasized this feature of the carriage, a second based his argument +on another feature, and no two correspondents were reaching +prospects from the same angle or making use of the same arguments. + +"Here are eight different approaches," said the president. "It is +certain that one of these must be more effective than the other +seven. They can't all be best. It is up to us to test them out and +determine which one is best and then we will all use it." + +When the proposition was presented in this way, it was so elementary +that everyone wondered why it had not been thought of before. A +series of tests followed with the different arguments and +presentations and by a process of elimination the company proved +conclusively which was the strongest approach. Then all of the +correspondents used it in the first letter and the second strongest +argument was used in the second letter, and so on through the +follow-up. It was no longer left for each man to develop his +arguments and his selling talk according to his own ideas. Through +tests, consultation and discussion, every point was considered and +all the correspondence was on the same level. + +By adopting a uniform policy the efficiency of the sales department +was increased, the quality of the letters was raised and the work +was handled more expeditiously and more economically. + +One cannot write to all his customers and prospects; that is why it +is necessary to have correspondents in the various departments. It +is an easy matter to adopt rules and establish policies that will +make their letters of a much higher standard and give them greater +efficiency than if each went his own way without rule or regulation +to guide him. Every correspondent represents the house in a +dignified manner and handles the subjects intrusted to his care in a +way that will reflect the best thought and the most successful +methods of the house. Not everyone can be developed into a master +correspondent but it is possible to establish a policy and enforce +rules that will give quality and at least a fair measure of +salesmanship to all letters. + +Many businesses have grown so rapidly and the heads have been so +absorbed in the problems of production and extending markets that +little time or thought has been given to the work of the +correspondents. And so it happens that in many concerns the +correspondence is handled according to the whims, the theories and +the personality of the various men who are in charge of the +different departments. But there are other concerns that have +recognized the desirability of giving individuality to all the mail +that bears a house message. They have found that the quality can be +keyed up and the letters, even though they may be written in a dozen +different departments, all have the family resemblance and bear +evidence of good parentage. + +And it may be certain that when all the letters from a house impart +this tone, this atmosphere of quality and distinction, it is not +because of chance. It is not because the correspondents all happen +to use a similar policy. Such letters imply a deliberate, +persistent, intelligent effort to keep the correspondence from +falling below a fixed level. Such a policy represents one of the +finer products of the process of systematically developing all the +factors in modern business--the stamping of a strong individuality +upon all of the correspondence of a large organization. + +To secure this uniformity in policy and in quality, it is necessary +to adopt a set of clear, comprehensive rules and to impress upon the +correspondents the full significance of the standing, the character +and the traditions of the house. + +There are certain tendencies on the part of some correspondents that +can be overcome by a general rule. For instance, there are the +correspondents who try to be funny in their letters. Attempts at +humor should be forbidden for the day has gone when the salesman can +get orders by telling a funny story. Another correspondent may deal +too largely in technicalities in his letters, using words and +phrases that are not understood. + +Then there is the correspondent who has an air of superiority in his +letters and writes with impudence and his letters suggest a +condescension on his part to explain a proposition; or the complaint +department may have a man who grants an allowance or makes an +adjustment but puts a sting into his letter that makes the reader +wish he had never patronized the house. All such tendencies may be +eradicated by a set of rules giving specific instruction on how to +handle every point that comes up and the attitude that is to be +assumed in answering complaints, collecting accounts, making sales, +and so forth. + +And in order to have the letters reflect the house, rules have been +adopted in some cases that cover every conceivable point from a +broad policy in handling arguments to a specific rule regarding the +use of commas. + +For instance, it is no longer left to the discretion of the +correspondent to start his letter "John Smith." A rule provides that +all letters shall begin "Mr. John Smith." For the sake of dignity, a +western mail-order house decided to use "Dear Sir" and "Dear Madam" +in the first three letters that went to a customer. But on the third +and succeeding letters this house uses the salutation "Dear Mr. +Smith" or "Dear Mrs. Smith." + +This is a matter of policy, a rule that will keep the letters up to +a fixed standard. + + * * * * * + +Page from One Firm's Book of Rules: + +_In a long letter, or where two or more subjects are treated, each +subject must be introduced with an appropriate subhead. + +All letters, long or short, must carry a general subject head +between the address and the first paragraph. This general head and +the subheads must be in capitals, underscored with a single line, +and as nearly as possible in the middle of the sheet from right to +left. + +Carefully avoid even the appearance of sarcasm. + +Be wary of adjectives, particularly superlatives. "Very," +"great," "tremendous," "excellent," etc., have marred many an +otherwise strong phrase and have propped needlessly many a good +word, all-sufficient of itself. + +Never use the first personal pronoun "I" when writing as Blank +Company. "We" is the proper pronoun. Where a personal reference is +necessary, "the writer" may be used; but even this should be avoided +wherever possible. + +Don't forget that certain small words are in the language for a +purpose. "And," "a," "the," are important, and their elimination +often makes a letter bald, curt, and distinctly inelegant. + +Carefully avoid such words and stock phrases as "beg to +acknowledge," "beg to inquire," "beg to advise," etc. Do not "beg" +at all. + +Do not say "kindly" for "please." + +Do not say "Enclosed herewith." Herewith is superfluous. + +Do not "reply" to a letter; "answer" it. You answer a letter and +reply to an argument._ + + * * * * * + +In determining a uniformity in policy and quality, the rules may be +grouped in three classes: those which determine the attitude of the +writer; those that relate to the handling of subject matter; and +then there are specific rules, such as the style of paper, the +salutation, the subscription, signature, and so forth. + +The attitude and policy of the house must be determined according to +the nature of the business and the ideas of the management. The same +rules will not apply to all houses but this does not lessen the +desirability of an established policy. For instance, one large +corporation, selling entirely to dealers and to large contractors, +forbids the use of the first person singular. Under no consideration +is the correspondent permitted to say "I". And if a personal +reference is absolutely necessary, he must refer to "the writer". +The rule is to say "we" and the correspondents are urged to avoid +this personal pronoun, using the name of the company, as, "It has +always been the practice of the Workwell Company," and so on. + +Most mail-order houses, on the other hand, get just as far away from +this formal attitude as possible. Here it is the policy to get up +close to the reader by a "you-and-me" attitude. Some mail-order +houses have letters written in the name of the company, signed by +the writer as department manager, sales manager, or other officer. +Then there are other houses that omit the company name entirely in +order to get away from the "soulless corporation" idea as much as +possible, and letters to a customer are always signed by the same +individual to get a personal relationship that is considered a most +valuable asset. This does not mean merely the matter of the +signature, but the entire attitude of the letter. "Address your +reply to me personally" is the spirit of these firms--a policy that +has been adopted after tests have demonstrated that it is the one +appeal most effective with the average mail-order customer. + +A large concern aims to make its points stand out more clearly by +having the arguments presented in a one, two, three order, and each +paragraph is introduced with a subject printed in capitals at the +beginning of the first line, such as _Location_, _Terms_, +_Guarantee_. This company, dealing in lands, usually finds it +necessary to write rather lengthy letters and the subject heads +serve as guide-posts and tend to concentrate attention. + +One firm has barred all superlative adjectives, not merely to guard +against exaggeration but because the superlative degree lacks +conviction. The statement that "This is the best collar ever made" +is not believed, but to say that it is a "fine" collar or a "good" +collar for it is five-ply, and so forth, rings true. It is a better +selling talk and so the superlative is not permitted. + +Then there are other general policies that concerns have adopted, +such as a rule that the price of articles cannot be mentioned in a +letter. A printed enclosure gives this information and reference may +be made to it, but the dollar mark does not appear in the letter +itself. This policy has been adopted to emphasize upon readers the +fact that the company quotes but one price to all, and it makes an +effective selling talk out of the point that special discounts and +"inside prices" are never given. As confidence is always the first +essential in building up a mail-order business, this policy has done +much towards increasing the standing and reputation of the houses +using it. + +And then come certain specific instructions covering a multitude of +details. For instance, the style of paper is a matter that +progressive business houses no longer ignore. The policy of the +house may be revealed in the envelope and letter paper before one +has had time to read even the date line. Some firms provide +different grades of stationery for different departments, the sales +letters going out in a much finer dress than letters from other +departments. + +The style to use is largely a matter of personal taste and +preference. The significant thing is not in the kind that is used by +certain companies but the fact that progressive business houses now +appreciate the necessity for a uniformity in stationery and in the +manner of handling it. + +Harmony of color is especially desirable--the tint of the paper, the +color of the lithographing, embossing or printing, the color of the +typewriter ribbon used and the color of the ink used in signing. +None of these points are too small to be considered in the +progressive business houses today. + +The closing is no less important than the opening and most rule +books relieve the correspondent of all responsibility in deciding on +what subscription to use or how to sign the letter. For instance, he +is told that the house policy is to close with "Yours truly" and +that the name of the company is written with the typewriter followed +by the signature of the writer and his title, such as "President," +or "Sales Manager." + +A publishing house in the east for years clung to the established +policy of having all letters go out in the name of the president. +But it was finally decided by the executive committee that this +policy tended to belittle the house, for it was obvious that no +institution of any size could have all its mail handled directly +from the president's office. It was argued that if the president's +name were used only occasionally, greater prestige would be given to +the letters that actually came from his office, and thereafter +letters were signed by different department heads as "Manager of +Sales," "Advertising Manager," "Managing Editor," "Manager of +Collection Department," and so forth. + +And just so one could go through the book of rules of any business +house and find a good reason for every policy that has been adopted. +For while it is desirable to have a "family resemblance" which is +possible only through established rules, and while letters written +under specific instructions have added dignity and character, yet +there is back of each rule some additional significance, the force +of some tested argument, the psychological effect of some timely +suggestion. + +No longer do large manufacturing and mercantile houses send out +their salesmen and allow each one to push his line as he sees best. +Many concerns require the salesmen to take a regular course of +training to learn thoroughly the "house" attitude, and they are +given instructions on the best way to present arguments and overcome +objections--just so the men who sell by letter are now instructed in +the best methods for getting results. + +The best way to secure a uniform policy is a practical question. +Some houses employ a correspondent expert to spend a few weeks in +the correspondence department just the same as an expert auditor is +employed to systematize the accounting department. In other houses +the book of rules is a matter of evolution, the gradual adding of +new points as they come up and as policies are tried out, a process +of elimination determining those that should be adopted. In some +concerns the correspondents have regular meetings to discuss their +problems and to decide upon the best methods of meeting the +situations that arise in their work. They read letters that have +pulled, analyze the arguments and in this way try to raise the +quality of their written messages. + +While it must be admitted that some men have a natural faculty of +expressing themselves clearly and forcibly, the fact remains that +letter writing is an art that may be acquired. It necessitates a +capacity to understand the reader's attitude; it requires careful +study and analysis of talking points, arguments and methods of +presentation, but there is no copyright on good letters and any +house can secure a high standard and be assured that distant +customers are handled tactfully and skilfully if a uniform policy is +worked out and systematically applied. + + + + +Making Letters UNIFORM In +_Appearance_ + +PART IV--THE DRESS OF A BUSINESS LETTER--CHAPTER 15 + + +_Business stationery should reflect the house that sends it out but +unless specific rules are adopted there will be a lack of uniformity +in arrangement, in style, in spelling, infolding--all the little +mechanical details that contribute to an impression of_ CHARACTER +_and_ INDIVIDUALITY. _Definite instructions should be given to +correspondents and stenographers so that letters, although written +in a dozen different departments, will have a uniformity in +appearance. What a book of instructions should contain and how rules +can be adopted is described in this chapter_ + + * * * * * + +Just as progressive business houses now aim to have their +correspondence uniform in policy and quality, so too, they aim at +uniformity in letter appearance--the mechanical production. It is +obvious that if the letters sent out by a house are to have +character, one style must be adopted and definite rules must be +formulated for the guidance of the stenographers. The authorities +differ on many points such as the use of capital letters, +abbreviations, the use of figures, and so forth, and it is not to be +expected that stenographers, trained at different schools and +working in different departments, could produce uniformity unless +they all follow specific instructions. + +And so the more progressive firms have adopted a fixed style and +codified certain rules for the guidance of stenographers and +typists. In the writing of a letter there are so many points that +are entirely a matter of personal taste that a comprehensive rule +book touches an almost infinite number of subjects, ranging from an +important question of house policy to the proper way of folding the +sheet on which the letter is written. + +It is not the purpose of this chapter to give a summary of the rules +for punctuation and capitalization or to pass judgment on questions +of style, but to emphasize the necessity for uniformity in all +correspondence that a house sends out, and to call attention to a +few of the more common errors that are inexcusable. + +As far as the impression created by an individual letter is +concerned, it really makes very little difference whether the +paragraphs are indented or begin flush with the line margin. But it +is important that all the letters sent out by a house follow the +same style. A stenographer should not be permitted to use the +abbreviation "Co." in one part of her letter and spell out the word +"company" in the following paragraph. + +In formulating the rules, two things should be kept in mind-- +clearness, to make the meaning of the writer plain; and a pleasing +appearance that will make a favorable impression upon the reader. +The sole purpose of punctuation marks is to help convey a thought so +clearly that it cannot be misunderstood and experienced writers +learn to use the proper marks almost intuitively. The rules are +applied unconsciously. Many correspondents in dictating designate +the beginning and the close of each sentence but others leave this +to the intelligence of the stenographer, and there is no better rule +for those to whom such matters are left than to be liberal in the +use of periods. Avoid long, involved sentences. There is little +danger of misunderstanding in short sentences. + +Most of the rules can be made hard and fast--a simple regulation to +do this or to avoid that. They should begin with the date line. +Instructions should be given as to the place for the date line: +whether it should be written on one or two lines and whether the +month should be expressed in figures or should be spelled out, and +whether the year should be printed in full or abbreviated. There is +a growing tendency to use figures, such as 10-15-10, and +supplementary letters, such as "rd," "th," and so forth, are being +eliminated. Some firms are placing the date at the bottom of the +letter at the left hand margin, although for convenience in making a +quick reference the date line at the top of the letter is much to be +preferred. + + * * * * * + +A Page of Instructions to Stenographers: + +_City and date must be written about three spaces below the lowest +printed matter on letterhead, as follows: Chicago, date single space +below, regulated so that it will precede and extend beyond "Chicago" +an equal distance, the end of date being in line with margin of body +of letter; spell the month in full, followed by the date in figures, +after which use comma; add year in figures and end with period. + +Commence letter by addressing customer, then double space and follow +with city and state (do not give street address) except where window +envelope is to be used; double space and address as "Dear Sir" or +"Madam." Also double space between this salutation and first +paragraph. + +Paragraphs must begin ten points from margin on a line with city. +Use single space, with double space between paragraphs. + +In closing use the phrase "Yours very truly" and sign "The +Wilson-Graham Company." Have correspondent's and stenographer's +initials on line with margin on left hand side of sheet. Margins +must be regulated by length of letter to be written, using your +judgment in this respect. + +The half size letterhead should be used for very short letters. + +Envelopes must be addressed double space, with beginning of name, +street address, city and state on marginal line, as per sample +attached._ + + * * * * * + +The points that are suggested here, however, are entirely a matter +of taste. There is no court of last resort to which appeal can be +made as to the better method. Each house must use its own judgment. +The important thing is to secure uniformiy. + +Rules should govern the name of the addressee, whether it should be +prefaced by such titles as "Mr." or "Messrs." The form of the +salutation, the size of the margin, the spacing between lines and +between paragraphs, the indentation of paragraphs, if any--all of +these points should be covered by rules. The subscription, the +placing of the dictator's and the stenographer's initials are all +proper subjects for the instruction book. + +The use of capital letters is a disputed question with writers, +printers and proofreaders. But there is a growing tendency to use +the small letters wherever possible. One large firm in the east has +this rule: + +"When in doubt regarding the use of a capital letter, don't. +Use a small letter." + +A great many business houses, for the sake of emphasis, +capitalize the names of their own products. For instance: + + +"In this Catalogue you will find listed a very complete line of +Countershafts, Magnetos, Induction Coils, Lubricators, Mufflers, +Spark Coils, and a complete line of automobile accessories." + + * * * * * + +There is no rule that justifies such capitalization but it is a +common practice in business correspondence. + +There are some correspondents who write a word or a sentence in +capital letters for emphasis. Occasionally this may be done to +advantage but the tendency is to overwork the scheme. At best it is +a lazy man's way of trying to secure emphasis without the mental +exertion of thinking up some figure of speech or some original +expression that will give force to his thought. + +The rule book should help out the stenographer in the use of numbers +and prices. Usage and a practical viewpoint both commend the use of +figures for expressing sums of money. "Twelve hundred dollars" may +be understood but it takes longer to write and does not make such a +sharp image in the mind of the reader as $1,200. A common rule for +figures is to spell out numbers under one hundred and to use +numerals for larger amounts. + +The use of abbreviations should be restricted and an inflexible rule +should be never to use a man's initials or abbreviate his given name +if he spells it out. If you find by a letterhead that the one to +whom you are writing spells out the name of his state it is wise to +follow the trail. + +The errors in punctuation found in business correspondence are of +infinite variety, although a surprising number of stenographers make +similar errors in using hyphens for dashes and in misplacing +quotation marks. Here is a common error: + + +"A model No. 8,--the one we exhibited at the Business +Show last week,--has been sold to a customer in New Zealand." + + * * * * * + +There is no excuse for the comma used in connection with the dash +and yet this construction is found in letters every day. + +Unfortunately most typewriters do not have a dash and so the hyphen +is used, but stenographers should be instructed to use two or, +better yet, three hyphens without spacing (---), rather than a +single hyphen as is so frequently seen. Here is a sentence in which +the girl was versatile enough to combine two styles in one sentence: + + +"The auto---although it was completely overhauled a few days +ago---could not be started." + + * * * * * + +In the first place, the single hyphen gives the appearance of a +compound word, and placing a space on each side is scarcely less +objectionable. Insist upon two or three hyphens without spaces when +a dash is wanted. + +Quotation marks are another stumbling block. There is no occasion to +put the name of well-known books, magazines, and newspapers in +quotation marks. If you refer to Harper's Monthly the reader will +get your meaning just as well without the quotation marks. Many +stenographers in writing a sentence that ends with a quoted word +place the quotation mark first and the period or question mark +following, as: + + +Johnson's last words to me were: "I will accept your terms". + + * * * * * + +Put the period inside the fence where it belongs. This is a rule +that is violated more often than it is observed, the confusion +coming from an occasional exception where a punctuation mark has +nothing to do with the quotation, as in the sentence: + + +"May we not send you a trial order of our "X Brand"? + + * * * * * + +Here it is plain that the question mark should follow the quotation +mark. There is no excuse for the frequent misplacing of these marks, +for the quoted part of a sentence invariably shows the proper +position for each mark. + +A chapter could be filled with errors to be avoided--only a few of +the most common ones are mentioned here. This reference to them may +suggest to the heads of correspondence departments the range of +points to be covered in a rule book. + +Some rule books go further and devote pages to faulty diction that +must be avoided and print lists of words that should not be used and +words that are "preferred". + +The folding of the typewritten page usually comes in for a rule and +instructions are generally given regarding corrections--whether the +pen can be used at all or if letters must be rewritten. + +With these rules laid down for the guidance of the stenographer, her +mind is left free for other things that will contribute to her +usefulness. It is no reflection on their knowledge of correct +English to say that the majority of correspondents, working under +high pressure, make mistakes that the stenographer must catch. It is +extremely easy in dictating to mix up the tenses of verbs and to +make other slips which most letter writers look to their +stenographers to correct. It should be a hard and fast rule that an +ungrammatical letter must never be sent out under any circumstances. +Some correspondents not only look to the stenographer to edit their +"copy" but to come back for a new dictation if the meaning of a +letter is not perfectly clear. The thought is that if the +stenographer does not understand it, there is danger of its being +misinterpreted by the one to whom it is addressed. + +Many rule books include a list of trade terms and phrases that the +most expert stenographer may never have met with in their previous +work. Legal terms are especially difficult to take down until a girl +has become familiar with the unknown Latin words. This may also be +said of technical terms, mechanical terms, architectural and +building terms, and so forth. It is a saving of time and annoyance +in many offices to have a list of frequently used words that the new +stenographer can study before she attempts to take dictations. + +It is not likely that any two business houses could adopt the same +rules throughout. But this does not lessen the desirability of +having specific instructions covering all these points, for without +uniformity, the letters will not have the character, the dignity and +the individuality that is desired by every concern. + + + + +How to Write the _Letter_ That +Will "LAND" the _Order_ + +PART V--WRITING THE SALES LETTER--CHAPTER 16 + + +_Selling goods is considered the biggest problem in the business +world. Hard as it is to close a deal with the prospect right before +you, it is infinitely harder to get his order when he is miles away +and you must depend upon a type-written sheet to interest him in +your proposition sufficiently to buy your goods. Methods that +have succeeded are described in this chapter and samples of +order-bringing letters are given_ + + * * * * * + +The letter that is sent out unaided to make its own approach, open +its own canvass and either complete a sale or pave the way to a sale +may be called "the original sales letter." There has been no +inquiry, no preliminary introduction of any kind. The letter is +simply the substitute for the salesman who voluntarily seeks out his +own prospect, presents his proposition and tries to land an order. + +Such a letter undertakes a big task. It has a more difficult mission +than the personal salesman, for it cannot alter its canvass on the +spot to suit the prospect's mood. It must have its plan complete +before it goes into the mail. It must be calculated to grip the +attention, impel a reading, prompt a favorable decision and get +back, in the return envelope, an order or at least a request for +further information. + +The letter that can do that, a letter so clever and so convincing +that it makes a man a thousand miles away put his hand into his +pocket, take out his hard earned cash and buy a money order; or +makes the shrewd man at the desk take up his pen, write a check and +send it for the goods you have to sell, is a better employee than +your star salesman because it gets the order at a fraction of the +cost. And the man who can write the letter that will do that is a +power in the business world--his capacity is practically unlimited. + +Original sales letters are of two kinds: those that endeavor to +perform the complete operation and secure the order and those that +are intended merely as the first of a follow-up series or campaign. +Which to use will depend upon the nature and cost of your +proposition. A simple, low-priced article may be sold with a single +letter--the margin of profit may not warrant more than that. On an +expensive, complicated article you cannot hope to do more in the +initial letter than win your prospect's interest, or possibly start +him toward the dealer who sells your goods. + +Consider first the former. You are to write a single letter and make +it an attention-getting, interest-winning, complete, convincing, +order-bringing medium. There is no better way to do this than to put +yourself in the position of the salesman who must do all these +things in a single interview. You really must do more than the +salesman, but this is the best way to get in your own mind the +proper attitude toward your prospect. + +Say to yourself, "I am now going into this man's office. He does not +know me and does not know I am coming. This is the only chance I +have to see him and I shall probably never see him again. I must +concentrate all my knowledge of my proposition on this one selling +talk and must tell him everything I can about it that will make him +want to buy. I must say it in such a way that he will clearly +understand; I must give him a good reason for buying today and I +must make it easy for him to do so." + +Then picture yourself in his office, seated beside his desk and +proceed to _talk_ to him. Above all, keep in mind that you are +talking to _one_ man. No matter if your letter is to go to ten +thousand people, each letter is individual. Remember, it goes to one +person. So when you write it, aim directly at one person. + +And _see_ him in your mind's eye. Get as clear an idea as you can of +the class your letter is going to and then picture the average man +in that class. The best way is to pick out some friend or +acquaintance who most nearly represents the class you want to reach +and write the letter to him. You'll be surprised how much easier it +is when you have a definite person in mind. And your letter will +then be sure to have that much desired "personal touch." + +Of prime importance in this single sales letter is the close, the +clincher. Your one big purpose is to get the order, and no matter +how clever you may be three-fourths of the way through, if the +letter falls short of clinching the order in the end, it may as well +not have been written at all. + +Here is an excellent example of one of these complete letters. Note +particularly the summing up, the guarantee offer and how easy the +writer makes it to order: + + +HOW TO GET A POSITION +AND HOW TO HOLD IT + +Is the title of a little book that business men and editors say is +the most sensible and helpful thing ever printed on its subject +Contains the boiled-down experience of years. Written by an expert +correspondent and high-salaried writer of business literature who +has hunted positions for himself, who has been all along the road up +to places where he, in turn, has advertised for employees, read +their letters, interviewed and engaged them--who is now with a +company employing 2700 of both sexes and all grades from the $3 a +week office boy to a $75 a week specialist. + +HOW TO GET A POSITION AND HOW TO HOLD IT treats of what one should +be able to do before expecting to find a good position; takes up the +matter of changes; advises how long to hold the old position; tells +what kind of a new position to try for; explains the various ways of +getting positions; suggests how the aid of prominent people can be +enlisted; shows the kind of endorsements that count; teaches how to +_write letters of application that COMMAND attention_; gives hints +on preparing for the interview and on how to make the best +impression; tells what should be done when you are selected for a +position and take up your duties; deals with the question of salary +before and after the engagement; with the bugbear of experience; the +matter of hours; and gives pages of horse-sense on a dozen other +important topics. The clear instructions for writing strong letters +of application, and the model letters shown, are alone worth the +price of the book. Not one in a hundred--even among the well- +educated--can write a letter of application that convinces. + +_How many of yours fail?_ The engagement usually depends on the +interview; and the interview cannot, as a rule, be obtained without +the impressive letter. Consequently, the letter is of tremendous +importance. + +If you carry out the suggestions set down in plain language in this +little book, you can hardly fail to land a position. And I am +offering the book for _twenty-five cents a copy_. Just think of +it! The principles and plans outlined in its pages have been the +means of securing high-salaried positions for its author and for +others, and this valuable information is yours for the price of five +car rides. + +This is my offer: Send me a 25-cent piece in the enclosed coin-card, +or twenty-five cents in stamps, and I'll mail you a copy of HOW TO +GET A POSITION AND HOW TO HOLD IT. If, after reading the book, you +do not feel it is worth many times its cost, just tell me so and +return the copy in good condition. I'll send your money back without +any quibbling. Could any offer be fairer? + +Order today--now. Next week there may come to your notice an opening +that may be the chance of a lifetime--when my little book will be +worth its weight in gold. Besides, it tells how to create openings +when none are advertised. You need not write me a letter. Just write +your full name and address on the back of this sheet and wrap your +stamps up in it, or put your name and address on the coin-card after +you have enclosed the 25-cent piece. I'll understand. + +Write plainly. I am selling the book so cheaply that I cannot afford +to have any copies go astray in the mails. + +Yours truly, +[Signature: Charles Black] + + * * * * * + +Now as to the other kind of original sales letter--the one that is +merely the first of a series of three or more letters skillfully +planned to build up interest until the climax, the purchasing point +is reached. This letter is really a combination of the two kinds. If +you can land the order with the first letter, you want to, of +course. But you know you can expect to do this only in a small +percentage of cases. So while you must put into the initial letter +enough information to make your proposition clear and must give at +least one good reason for buying, you must keep good convincing +sales talk in reserve for the succeeding letters. And you must plan +this first letter so that the re-enforcements to follow will +logically support your introduction. + +This can best be illustrated by a clever first letter from a very +successful series. The manufacturer of a $5 fireless cooker planned +a letter campaign to induce hardware dealers and department stores +to buy a stock of his product. + +The first sales letter of the series scored strongly on one or two +points and at the same time paved the way for the second letter: + + +Dear Sir: + +Are you ready for the woman who wants a fireless cooker but can't +pay ten or fifteen dollars? + +The aggressive advertising done by the manufacturers of fireless +cookers and the immense amount of reading matter published in +women's magazines about the fireless method of cooking has stirred +up a big demand. + +But just figure out how many of your customers can't afford to pay +$10, $12 or $15. + +Think of the sales that could be made with a thoroughly reliable +cooker at $5--one that you could feel safe in standing back of. + +It's here! + +We had the $15-idea, and we worked out the prettiest cooker you ever +saw at any price. But we got together one day and figured out that +the big market was for a low-priced cooker that every woman could +buy. + +How to get a Jenkins-quality cooker, one that a retailer would be +proud to sell, down to the retail price of $5 was the question. But +we figured our manufacturing up into the tens of thousands, and the +enclosed folder tells about the result. + +Our advertising next month in the Woman's Home Companion, Ladies' +Home Journal, Ladies' World, Good Housekeeping, Everybody's, +Cosmopolitan and McClures will do big things for you if you have the +Jenkins $5 Fireless Cooker in your window. + +We have a good sized stock on hand but they won't last long the way +orders are coming in from far-sighted retailers. + +How would a dozen do as a starter for you? + +Yours truly, +[Signature: Black & Black] + + * * * * * + +A letter of this kind should be effective because it gives enough +information to make a sale in case the reader is an unusually good +prospect, and at the same time it lays a good foundation for the +second letter. + + +Are you willing to make more money on soap? + +Yes, we suppose you are carrying many soaps, but when a distinctive +soap is advertised as thoroughly as we are advertising WESINOD, it +actually creates new trade, and of course you aren't sorry to see +new faces in the store. + +WESINOD SOAP has the curative and beneficial effects of Resinol +Ointment, which is now used so extensively by the medical +profession. + +WESINOD SOAP is more than a cleanser: it is a restorer, preserver +and beautifier of the skin, and as such is attracting the favorable +attention of women. + +Enclosed is a reproduction of our advertisement in the magazines +this month and a list of the magazines in which the copy appears. + +We are educating 10,000,000 readers to feel the need of WESINOD +SOAP. + +A supply of our liberal samples and a trial order to be used in a +window display will show you the possibilities. + +May we send samples and a trial gross? + +Yours for more soap money, +WESINOD SOAP COMPANY + + * * * * * + +_This is a strong selling letter that interests the reader, disarms +his natural objection to adding an additional line of soap and +presents briefly convincing reasons for stocking with Wesinod. While +this letter is intended to get the order, it effectively paves the +way for further correspondence_ + + * * * * * + +It is unnecessary to take up here the elements that should go into +the sales letter--attention, interest, argument, proof, persuasion, +inducement and the clincher. But it is well to emphasize three +points that are especially important in the original letter in the +series: confidence, price and the close. + +You may be sure, that unless you win the confidence of your prospect +from the start, your whole campaign is going to be a waste of time, +paper and postage. Distrust and prejudice, once started, are hard +things to overcome by mail, particularly when you are a concern or +individual unknown to the man to whom you are writing. + + +Dear Sir: + +''If your magazine pulls as well as the Blank Monthly I will give +you a twelve-page contract.'' + +That remark wasn't meant for our ears, but one of our solicitors +couldn't help overhearing it. It was made by a prominent advertiser, +too. We wish we could give his name, but when we asked permission to +quote he smiled and said he'd rather not. So, we'll have to refer +you to our advertising pages. + +But the remark speaks pretty well for the Blank Monthly, doesn't it? +It's not surprising, though. The Blank Monthly goes into 151,000 +homes. It is taken and read by the best class of technical, +scientific and mechanically inclined men, representing one of the +choicest classes of buyers in America. + +Our subscribers are great buyers of things by mail. Dozens of our +advertisers have proved it. They don't sell shoddy or cheap goods, +either. That's why we believe your advertising will pay in the Blank +Monthly. If we didn't believe it, we shouldn't solicit your +business. + +Try your copy in the June issue, which goes to press on April 27-- +last form May 6. + +If you send copy TODAY, you will be sure to get in. + +Very truly yours, +[Signature: M. O. Williams] + + * * * * * + +_The quoted language gives the opening of this letter an interesting +look. The first three paragraphs are strong. The fourth paragraph is +merely assertive, and is weak. A fact or two from some advertiser's +experience would be much better_ + + * * * * * + +And so with this in mind, be careful of the tone of your letter. Be +earnest, make reasonable statements, appeal to the intelligence or +the experience of the reader and deal with specific facts rather +than with mere assertions or claims. There is no inspiration to +confidence in the time-worn claims of "strongest," "best," and +"purest". Tell the facts. Instead of saying that an article is +useful in a dozen different ways, mention some of the ways. When you +declare that the cylinder of your mine pump is the best in the +world, you are not likely to be believed; the statement slips off +the mind like the proverbial water from a duck's back. But when you +say that the cylinder is made of close-grained iron thick enough to +be rebored, if necessary, you have created a picture that does not +call for doubt. But watch out that you don't start an argument. +Brander Mathews gives us a great thought when he says that +"controversy is not persuasion." Don't write a letter that makes the +reader feel that he is being argued into something. Give him facts +and suggestions that he can't resist; let him feel that he has +convinced himself. This paragraph fails of its purpose, simply +because it argues. You can almost picture the writer as being +"peevish" because his letters haven't pulled: + + +"This stock is absolutely the safest and most staple you could buy. +It will positively pay regular dividends. We stand back of these +statements. You must admit, therefore, that it is a good buy for +you. So why do you hesitate about buying a block of it?" + + * * * * * + +On the other hand, this appeals to the investor because it has +genuine proof in it: + + +"No stockholder of ours has lost a dollar through fluctuation in the +price of the stock, though we have been doing business for fifteen +years. Our stock has been readily salable at all times. No dividend +period has ever been missed. The quarterly dividend has never been +less than 2-1/2 per cent. During the depression of 1907-1908 our +stock maintained itself at 40 per cent above par when other +industrial stocks were dropping to par or below. Surely, here is an +investment worth your investigation." + + * * * * * + +Telling specific facts helps to produce conviction as well as to +create confidence. Not every one is a genius in the handling of +words, but every writer of a letter that is to bristle with +conviction must use his imagination. He must put himself mentally in +the place of the typical customer he is addressing and use the +arguments and facts that would convince him. The writer should try +to see himself enjoying the foods or service--picture his +satisfaction. Then he has a better chance of reproducing his picture +in the mind of the reader. + +For instance, read this paragraph of idle assertions: + + +"Buy our hams once and you will buy them always. All of our meat is +from young hogs, and is not tough, but is high-grade. Nothing but +corn-fed stock is used. We guarantee the quality. We use good sugar +in curing our hams, the best quality of saltpeter and some salt. The +result is a natural flavor that can't be beat. We challenge +competition." + + * * * * * + +And now contrast it with this real description of the same product, +calculated to create confidence in the trademark it bears: + + +"This mark certifies that the hog came from good stock, that it +was corn-fed in order that it might be firm and sweet--that it +was a barrow hog, so that the meat would be full-flavored and +juicy--that it was a young hog, making the ham thin-skinned and +tender--well-conditioned and fat, insuring the lean of the ham to be +tasty and nutritious. The mark certifies that the ham was cured in a +liquor nearly good enough to drink, made of granulated sugar, pure +saltpeter and only a very little salt; this brings out all the fine, +rich, natural flavor of the carefully selected meat, and preserves +it without 'salty pickling.'" + + * * * * * + +Note how much more graphic the second paragraph is than the first, +and every statement is backed up by a logical reason. + +The testimony of other people, especially of those in positions of +authority and those who would not be suspected of bias, has much +convincing power. There is nothing in the contention that +"testimonials are out of date." They constitute the strongest kind +of support. But get testimonials that really say something. The man +who writes and says that he got out of the book he bought from you +an idea that enabled him to make a profit of $50 the first week, +says a thousand times more than the man who writes and merely says +that he was pleased with his purchase. + +Let price come in the letter just about where it would come in an +oral canvass. The skillful salesman of high-priced shirts doesn't +talk about the $3 price until he has shown the shirt and impressed +the customer. If price is the big thing--is lower than the reader is +likely to imagine it would be--it may be made the leading point and +introduced at the outset, but unless it is an attraction, it should +be held back until strong description has prepared the reader for +the price. + +The method of payment and delivery must be treated effectively in +the closing paragraphs. The following plans all have their use: + +Offer to send on free trial for ten days or longer; + +Offer to send for free examination, payment to be made to express +agent when examination has shown article to be satisfactory; + +Offer to send on small payment, the small payment to be a guarantee +against trifling, balance payable on examination; + +Offer to sell on easy-payment plan; + +Offer to sell for cash but with strong refunding guarantee; + +Offer to supply article through local dealer on reader's +authorization. With such an authorization, the advertiser has a good +opening to stock the retailer. + +The price feature offers one of the best opportunities to give the +letter real inducement. If the price is in any sense a special +price, make it clear that it is. Sometimes you can hang your whole +letter on this one element. + +Reduced price, if the reduction is set forth logically, is a strong +feature. One publisher uses it in this fashion: + + +"We have just 146 sets of these books to sell at $18.50. When the +new edition is in, it will be impossible to get a set at less than +$25. The old edition is just as good as the new, but we are entirely +out of circular matter describing the green cloth binding, and as we +don't want to print a new lot of circulars just to sell 146 sets, we +make this unusual offer. Now is your chance." + + * * * * * + +Advance in price is almost as strong. It's a lever to quick action: + + +"On the 1st of October the rate of the MESSENGER will go up to one +dollar a line. If you place your order before the thirtieth of this +month you can buy space to be used any time before January 1 next at +seventy-five cents a line. After the thirtieth, positively no orders +will be accepted at less than one dollar a line. As a matter of fact +our circulation entitles us to a dollar a line right now. + +"Don't let this letter be covered up on your desk. Attend to this +matter now, or instruct your advertising agent to reserve space for +you, and get a big bargain." + + * * * * * + +Price, in this case is, in fact, a part of the close. It spurs the +reader to "order now." + +Setting a time limit, in which a proposal holds good, is also a +strong closer. A large book publisher finds it effective to make a +discount offer good if accepted within a certain number of days. + +Guarantee offers are strong. Don't content yourself with the old +"absolutely guaranteed" expression. Be definite. "Order this buggy, +and if, at the end of a month, you are not entirely satisfied that +it is the biggest buggy value you ever had for the money, just write +me, and I'll take the buggy back without quibbling. Could any offer +be fairer? I make it because I've sold 246 of these buggies since +January, and so far no man has asked for his money back." + +The sum-up is as important a part of the sales letter as it is of +the lawyer's speech or brief. It should concentrate the whole +strength of the letter at the close, as, for instance: + + +"So you see that though our machine is apparently high-priced it is +really cheaper by the year than another machine. Our offer of a free +trial right in your own plant gives you absolute protection. It is +quite natural, of course, for us to be desirous of getting your +order, but we do not see how you can, from your own point of view, +afford not to put the Bismarck in your factory." + + * * * * * + +And finally, help the prospect buy. The sales letter designed to +bring the order must provide an easy method of ordering. In the +first place, a great many people do not understand how to order. To +others, making out an order is a task that is likely to be +postponed. By making it easy for the reader to fill out a blank with +a stroke or two of the pen, while the effect of the letter is +strong, a great many orders will be secured that would otherwise be +lost. + +It should be axiomatic that if a letter is expected to pull business +through the mails it must place before the recipient every facility +for making it easy and agreeable to reply and reply NOW. How this +can best be done will be taken up more fully in a separate chapter +on "Making It Easy to Answer." + +One thing to remember particularly in the case of the original sales +letter is that if possible it should have a definite scheme behind +it. A reason for the offer, a reason for the letter itself. + +A safe-deposit vault was well advertised by sending out letters that +contained a special pass to the vault with the name of the reader +filled in. Of course the letter gave a pressing invitation to call +and allow the custodian to show the vault's interesting features. + +Still another clever letter soliciting rentals of safe-deposit boxes +proposed that in case the reader now had a box elsewhere, they would +take the lease off his hands. In reality they merely gave him free +rental until his other lease expired, but the scheme was cleverly +planned. + +A buggy maker wrote enclosing duplicate specifications of a buggy he +had just had made for his own personal use, and suggested that he +would have another made for the reader exactly like it and turned +under the same careful supervision. + +Letters that give the reader something or offer to give him +something have similar effect. The letter about a new facial cream +will command extra attention because of the small sample of the +cream enclosed. In fact, one cold cream company finds it an +effective plan to send a sample and a sales letter to druggists' +mailing lists or to names taken from telephone books, telling the +reader in the final paragraph that the cream can be purchased at the +local drug store. + +A letter offering a sample can of a high-grade coffee for the name +of the reader's favorite grocer will bring a good response and +afford the advertiser a strong hold on the grocer. + +A favorite method of securing savings depositors is to send a +good "savings letter" that offers a free home-savings bank or a +vest-pocket saver. + +Even calendars may be given out more effectively by sending a letter +and telling the reader that a good calendar has been saved for him +and asking him to call at the office. + +A striking paragraph of a real estate dealer's soliciting letter is +one that asserts that the dealer has a client with the cash who +wants just about such a house as the reader of the letter owns. + +A real estate dealer, whose specialty is farms, has this telling +sentence in his original letter: "Somewhere there is a man who will +buy your farm at a good price; I should like to find that man for +you." + +There is hardly a product or a proposition that does not offer +opportunity to put some scheme behind the letter. And such a plan +doubles the appeal of the original sales letter. But once more, +remember, not to put all your ammunition into the first letter. Be +prepared to come back in your second and third letters, not simply +with varied repetitions, but with more reasons for buying. Make your +first letter as strong as you can, but at the same time--pave the +way. + + + + +The Letter That Will BRING +an _Inquiry_ + +PART V--WRITING THE SALES LETTER--CHAPTER 17 + + +_Comparatively few propositions can be sold in the first letter; in +most campaigns it is enough to stimulate a man's interest and get +him to reply. This chapter gives specific schemes that have proved +successful in pulling answers--in making an opening for the heavy +artillery of the follow-up_ + + * * * * * + +Think what a problem you would have if you started out as a salesman +to sell a certain article with no definite idea of where to find +your prospects. You might interview a hundred men before you found +one who was interested. That would be pretty slow and pretty +expensive selling, wouldn't it? + +And think what it would mean if you were to send out broadcast a +thousand expensive booklets and follow-up letters only to receive +one reply from the one man with whom you effected a point of +contact. That, too, would be a prohibitively costly method of +selling. + +Yet one or both these methods would in many cases be necessary were +it not for the inquiry-bringing letter. The inquiry letter is a +"feeler"--the advance agent of the selling campaign. It goes +broadcast to find and put its finger on the man who is interested or +who can be interested, and his reply labels him as the man whom it +is worth while for your salesman to see, or, who is at least worth +the expense and endeavor of a follow-up series. + +The inquiry letter is like the advertisement which asks you to send +for a catalogue or booklet. The advertisement writer believes that +if you are interested enough to write for the booklet, you will be +interested enough to read his sales letters, and possibly become a +purchaser. It is the same with the inquiry-bringing letter. It is +simply a sieve for sifting out the likely prospects from the great +mass of persons, who for many reasons cannot be brought around into +a buying mood concerning your proposition. + +The great advantage of the letter which induces the recipient to +express his interest in an inquiry, is that you not only make him +put himself unconsciously under an obligation to read further +details, but you give time for the thoughts that you have started to +get in their work. + +The fact that a man has decided to ask for more information and has +put that decision in writing is of considerable psychological value. + +The one thing the salesman hopes to find, and the one thing the +letter writer strives to create, is a receptive mood on the part of +his prospect. The moment a man answers the inquiry-letter, he has +put himself into a frame of mind where he waits for and welcomes +your subsequent sales talk. + +He looks forward with some interest to your second letter. At first +there was just one person to the discussion. Now there are two. + +In this respect the letter is like the magazine advertisement. Give +all the details of a $500 piano in an advertisement of ordinary +size, quoting the price at the close, and it is extremely unlikely +to bring the reader to the point of deciding that he will buy the +piano. It is better to deal with some point of interest about the +piano and offer a fine piano book free. + +And right here it is worthy of mention that interesting books with +such titles as "How to Select a Piano," "How to Make Money in Real +Estate," "Bank Stocks as an Investment," or "The Way to Have a +Beautiful Complexion," make letters as well as advertisements draw +inquiries of a good class. + +In other words, offer an inducement, give your man a _reason_ for +answering. + +When you have written a letter calculated to draw inquiries, put +yourself in the position of the man who is to get it and read it +through from his standpoint. Ask yourself whether _you_ would answer +it if you received it. Test it for a reason, an inducement, and see +if it has the pulling power you want it to have. + +If you are offering a book, for example, impress the reader with the +real value of the book, magnify its desirability in his mind. A +paper company does this admirably when it writes: + + +"The new Condax specimen book is a beautiful thing--not a mere book +of paper samples, understand, but a collection of art masterpieces +and hand-lettered designs, printed with rare taste on the various +kinds of Condax papers. Many have told us it is the finest example +of printing they have ever seen come from the press. + +"We feel sure you would treasure the book just for its artistic +merits, but we are not sending you one now because there is such a +tremendous demand for it that we do not like to chance having a +single copy go astray and we want yours to reach you personally. We +are holding it for you and the enclosed card will bring it, +carefully wrapped, by return mail." + + * * * * * + +Of course such a book must be designed to do the proper work when it +gets into the hands of the reader. + +It is a mistake to tell a great deal in the inquiry-bringing letter, +unless you can reasonably hope to close a sale. A man will act on +impulse in ordering a dollar article, but he isn't likely to be +impulsive about an insurance policy. If you give him the entire +canvass on an insurance policy at the first shot, it will have to be +of extraordinary interest and convincing power to close the sale. +The subject is new. The prospect has not had a chance to think over +the facts. He is suspicious of your power; afraid of hastiness on +his own part. He is likely to give himself the canvass and decide +"No," before giving you any further chance. + +Appeal to curiosity. Arouse interest and leave it unsatisfied. + +Remember that your inquiry letter is a definite part of your +campaign. Therefore it must be consistent with what is to follow and +must pave the way naturally for it. Seek replies only from those who +can use and can afford to buy the article you have to sell. + +A maker of a specialty machine got out an inquiry letter along this +line: + + +"If you are tired of a salaried job, if you want to get into a +big-paying, independent business of your own. I have a proposition +that will interest you." + + * * * * * + +Of course he got a big percentage of replies, for what man does not +want a big-paying, independent business of his own? But when in his +follow-up letter he stated his proposition, offering state rights to +his machine for $5,000, he shot over the heads of 99 per cent of the +men who had answered his first letter. His inquiry letter had +completely failed of its purpose. It was not selective, it was +general. + + +Dear Sir: + +I should like to have you consider buying the enclosed series of +talks on advertising for use in your paper. + +I am an expert advertising man and I have spent a great deal of time +and energy on these talks. I know that they will produce results +that will be very satisfactory to you for they are based on the real +experience of an expert. + +The price of these talks--that is, the right to use the talks and +illustrations in your city--is $15, which you must admit is dirt +cheap, considering the quality of the matter. + +All the progressive publishers are jumping at the chance to get +these talks at the low price I am quoting them. + +If you do not accept my offer, one of your competitors will +certainly do so, and you will lose prestige. + +Hoping to hear from you at once and promising careful attention to +your valued favors, I am + +Truly yours, +[Signature: G. L. Lawrence] + + * * * * * + +_This letter has an unfortunate beginning. The writer starts by +considering his own interests rather than those of the publisher. It +is not tactful to begin with "I want-to-sell-you-something" talk. +The second paragraph is merely an egotistic statement. No facts are +furnished to impress the publisher. In the third paragraph price is +introduced before desire is created. The fourth paragraph is a +palpable boast that will not be believed and an insinuation that the +publisher addressed may not be progressive. The suggestion about the +competitor is likely to arouse antagonism. The close is hackneyed +and the entire letter is rathsr an advertisement of the writer's +inability rather than of his ability_ + + * * * * * + +Do not deceive. Nothing is gained by deception in a high grade +venture. Your offer to give away a first-class lot in a first-class +suburban real estate campaign will make a good class of readers +suspicious of you. And though you may get many inquiries from those +who are looking for something for nothing, the chances are that the +inquiries will be of a very poor quality. Better get two per cent of +first-class prospects than ten per cent that will only waste your +time. You must not forget that it costs money to solicit people +either by mail or by salesmen. + + +HOW TO INCREASE YOUR ADVERTISING RECEIPTS + +[Sidenote: Heading and first sentence introduce a subject of vital +interest to publishers.] + +What would it be worth to you to have a dozen more local advertisers +buying your space regularly? + +[Sidenote: Facts and arguments which show that the writer knows +conditions.] + +How much money would it mean to have in the paper regularly just a +few of those who advertise poorly and spasmodically for a short +time, then drop out and whine that "advertising doesn't pay?" + +[Sidenote: As he has had such wide experience he understands the +situation and his words carry conviction--touch a tender spot with +every publisher.] + +I know your problems. I have had soliciting experience as well as +broad copywriting experience. I served three years on the +advertising staff of THE BALTIMORE NEWS--the paper for which Mr. +Munsey recently paid $1,500,000. I know how hard it is to get a +certain class of local advertisers started. I know how hard it is to +keep them going after they once start. Of course YOU know why some +advertisers come in the paper but won't stay. They can't see where +their money comes back, AND THE PLAIN TRUTH IS THAT OFTEN IT DOESN'T +COME BACK simply because these advertisers don't advertise +intelligently. + +Your solicitors are not all skillful copywriters. Soliciting ability +and copy-writing ability rarely go together. Even if your solicitors +were all good copy-writers, they wouldn't have time to study each +advertiser's proposition exhaustively. + +But if you expect to keep your advertising receipts up to the +high-water mark, you can't always do ALL SOLICITING and NO HELPING. +You must assist the advertiser to get the full value of the money he +spends with you. How? This letter answers the question. + +[Sidenote: Clear and logical.] + +Read the attached SECRETS OF SUCCESSFUL ADVERTISING. They are short, +but they are interesting and they are practical. Note the plain +examples of the good and the bad. These talks will encourage +advertisers to begin and will help those who come in to get the +worth of their money. If you sent all of your customers and +prospective customers a book on Advertising--even if a suitable one +were available--it might insult some. Perhaps only a few would read +it thoroughly. Besides, it would probably cost you a hundred +dollars. + +These short talks can be used on days when you are not pushed for +space. You can see that they look readable. They can be read in a +minute or two. The cost is insignificant, considering the results +that are sure to come from this campaign of education. Suppose only +two or three new patrons came in as the result; you would get back +your little investment over and over. Who will educate your +customers and prospective customers if you don't? + +[Sidenote: An effective, confident close that commands respect and +consideration.] + +I do not urge you. Just read the articles. I know what you, as a +progressive publisher, will think of them. Let me hear from you as +soon as convenient, for if you do not want the service, I shall want +to offer it elsewhere. You are the only publisher in your city to +whom I am now offering the service. I enclose stamp for the +return of the sheets in the event that you do not keep them. + +Yours for more and better advertising. +[Signature: M. B. Andrews] + + * * * * * + +The question of how to open your inquiry letter is a big one. Good +beginnings are as varied as the proposition which the letter +presents. + +The straight question usually commands attention. "Do you get the +best price for your goods?" "Are you securing all the advertising +patronage to which you are entitled?" "Couldn't you use an extra +pair of good trousers?" "Do you collect 98 per cent of your +accounts?" Openings of this kind rivet attention. + +With some letter-writers, the direct command style of opening is +popular: "Get more advertising. How? This letter answers the +question." "Wear tailor-made clothes at the price of ready-made." +"Make your money earn you six per cent." If these openings are +chosen with the care that the advertising man uses in selecting +headings for advertisements, attention will be secured. + + +Gentlemen: + +Your easiest profits are those you make by saving expense. + +There is one way you can save rent; save wages; save damage to +samples and still sell more goods. + +Install a Patent Extension Display Rack in any department you like-- +picture, linen, notions, sporting goods, etc., and you will add 30 +square feet of display for every foot you use. You will enable one +salesman to do the work of two. You will save the time your salesmen +now spend in getting out goods and putting them away. You will +prevent the samples from becoming soiled. + +Don't take the trouble to write us a letter, just pencil on the foot +of this the name of the manager of the department you would like to +begin with, and we will explain all about these display racks to +him. + +Yours very truly, +[Signature: Smith and Deene] + +P.S. Marshall Field & Co., of Chicago, bought the first Extension +Display Rack we sold and they have been buying ever since. Their +last order just received amounts to nearly a thousand dollars. Can +you afford not to investigate? + + * * * * * + +_The reference to easy profits at once interests every business man +and the method of saving rent, saving wages and increasing sales is +certain to be investigated. The third paragraph presents good +argument--short and to the point. The letter is extremely easy to +answer--just a few words with a pencil and that is all. Proof of the +merit of the article in its satisfactory use by a large wholesale +house is cleverly brought out in the postscript_ + + * * * * * + +Another good way to win the interest of the prospect is to +offer to help him in his buying in some specific way. A firm +selling diamonds by mail, for instance, does it in this fashion: + + +"Unless you are an experienced judge of precious stones, it is +almost impossible to buy a diamond at random and be certain of +getting value for your money. But you need not take chances. Our +best expert has written a booklet telling just how to determine +diamond value, how to detect flaws, and explaining the choicest +cuttings. Whether or not you buy of us, this little book will be of +inestimable value to you in buying stones. We will be glad to send +you a copy for the asking." + + * * * * * + +Still other writers follow the declarative form of opening. "Allison +Preferred has advanced to 106 in a week." "Yesterday we sold for +$10,000 cash a property that was put in our hands only Tuesday." But +inasmuch as the declarative form lacks a little of the inherent +interest of the question or the command, it should deal with some +point of particular "interest value" to the class addressed. + +Style and interest value are just as important in the letter that is +to draw an inquiry as in the letter designed to make a sale. Some +think that just because a letter is fairly certain to reach a man if +properly addressed, it is easy to get a reply. Far from it. Unless +there is a good reason for a man answering a letter, he isn't going +to do it. + +Suppose that a furniture dealer, on receiving a new stock of +furniture, writes a letter like this to a list of several hundred +women: + + +"Our fall stock of furniture arrived on Saturday and is now on +exhibition on our third floor. The showing is unsurpassed. Here you +will find something to suit you, whether you wish oak, mahogany, +walnut or birch. We invite you to pay us a call." + + * * * * * + +Some who would probably have come anyway may come in response to +such a letter or may write for special information. But a letter of +this kind is sure to bring results: + + +Dear Mrs. Brown: + +I remember that when you purchased the mahogany bed last March you +expressed a desire to buy a dresser that would match. In the new lot +of furniture that we put on our floors only yesterday are several +dressers that would match your piece perfectly. Come in and see +them. I should like you to see also the dressing tables and chairs +that match your dresser, even if you are not ready just now to get +an entire set. + + * * * * * + +The first letter has little point to it. The second has personality +and interest, and if signed by the salesman that sold the first +piece of mahogany, is certain to bring the customer in if anything +would. + +A strong method of closing letters of this sort is to have final +paragraphs of this style: "May we tell you more? This won't put you +under the least obligation. If we can't show you that it is to your +interest to take up this matter, it is our fault--not yours. Mail +the card now and let us put all the facts before you." + +A post card or a postal card should be enclosed in all inquiry- +bringing letters. The request for further details should be printed, +so that the prospect has only to sign his name and mail the card. In +other words, make it easy for the prospect to answer. Another thing, +don't print anything on the card that will make it appear that the +prospect is committing himself. Paragraphs of this sort have proved +effective: "Without committing myself, I give you permission to +furnish me full information about the subject mentioned in your +letter." + +The card method is particularly good if the inquiry is to be +followed up by a solicitor, for the card may be sent conveniently to +the solicitor who will take it with him when he calls. It sometimes +pays to have all the inquiries from a territory sent on cards +addressed to a certain solicitor, though the inquirer may think at +the time of inquiring that the one whose name appears on the card +merely is the correspondent that wrote the letter. The advantage is +that a prospect who sends in a card addressed to "Mr. H. E. +Carrington, care of the Smith Publishing Company," has seen Mr. +Carrington's name. When Mr. Carrington calls, the inquirer is +sometimes flattered to think that the gentleman has been sent from +the home office. As he has written a card to Mr. Carrington, he +cannot with good grace deny an interview. + +The man who writes and offers to do something without putting the +least obligation on the inquirer who accepts the offer is hard to +turn down. A writer of advertisements, after a courteous criticism +on advertisements that he doesn't like, closes in this way: "I think +I can show that it is to your interest to use some copy of my +construction. If I can't, certainly it won't be your fault. May I +show you what I think is a more profitable way of advertising these +goods? If when you see my copy you are not more than satisfied to +pay my bill, there won't be any ill-feeling on my part. The decision +will rest with you." + + * * * * * + + THE INQUIRY BRINGING LETTER + + WHAT IT MUST DO + STIMULATE INTEREST + AWAKE DESIRE FOR FURTHER INFORMATION + GIVE REASON FOR ANSWERING + MAKE INDUCEMENT FOR ANSWERING + PAVE WAY FOR FOLLOW UP + CALL FOR IMMEDIATE ACTION + + WHAT IT MUST NOT DO + AROUSE IDLE CURIOSITY + CREATE EXAGGERATED IDEAS + GIVE FULL PARTICULARS + MISREPRESENT PROPOSITION + WASTE ARGUMENTS + CLOSE WAY FOR FURTHER LETTERS + + * * * * * + +A townsite company, selling town lots by mail, uses a device that +gets replies when ordinary requests would be disregarded. As the +close of a three-page form letter this paragraph is used: + + +"We enclose letter that the railway company wrote us. Please return +it in the enclosed stamped envelope, and tell us what you think of +our plan." + + * * * * * + +The next sheet following is a facsimile letter from a prominent +railway official commending the plan, so making it easy for the +prospect to add a few words of commendation. + +This is a clever scheme to coax a reply out of the prospect--and it +is certain that he carefully reads the letter from the railroad +company before he returns it. No matter what the nature of his +letter it gives an opportunity for a personal reply. + +A clothing manufacturer has an effective method of drawing out a +fresh inquiry or indication of interest from his mailing list by +inquiring what satisfaction the reader got out of the last suit +ordered, asking a criticism of service if the buyer has any to make, +saying that anything that was wrong will be made right. + +Writers of investment letters have found that it pays to emphasize +the fact that only a small lot of stock is available. If the letter +leads the prospect to believe that barrels of the stock will be +sold, the effect will be prejudicial. The "limited quantity" idea is +effective in selling other things. + +An investment letter that brought good results where the signer of +the letter knew all those to whom the letter was sent made the +statement that four or five shares of stock had been put aside for +the prospect. Practically no more information was given in the +letter, but full information was offered on receipt of request. The +request gave opportunity for the salesman to call. This "putting +aside" idea may be applied to clothing and other commodities. Its +efficiency lies in the fact that it gives a definite point to the +letter. + +In the letter that angles for an inquiry, do not tell too much. Whet +the appetite and arouse the curiosity. Make them hungry to learn all +about it, make them come back like Oliver Twist and ask for more. +But it is fatal to paint a proposition in such brilliant colors that +there is a chance for disappointment when the prospect gets his +additional information. Nor should an offer of a free booklet or +free samples be made so alluring that the letter will be answered +out of idle curiosity when the recipient is really not a prospect at +all. + +Schemes without number can be devised to get a reply and only enough +should be put in such a letter to stimulate a reply, saving up the +real arguments and the big talking points for the letter that aims +on getting the actual order. + + + + +How To _Close_ Sales By +LETTER + +PART V--WRITING THE SALES LETTER--CHAPTER 18 + + +_Suppose that your most obstinate "prospect"--a man in the next +block on whom your cleverest salesman had used every tactic and had +been rewarded only by polite turn-downs until he had lost hope-- +should call up some afternoon and ask you to send over a salesman. +Would you despatch the office boy? Or would you send your star +salesman? Yet if that prospect lived a hundred miles away and sent +in a letter of inquiry, one out of two firms would entrust the reply +to a second or third-rate correspondent--entirely forgetful that an +inquiry is merely a clue to a sale, and not a result in itself. This +chapter shows how to_ GET THE ORDER _by letter_ + + * * * * * + +The man who inquires about your goods isn't "sold" by a long ways. +He is simply giving you an opportunity to sell him. Inquiries aren't +_results_, they're simply _clues_ to possible sales, and if you are +going to follow those clues up and make sales out of them, you need +the best men you can find and the best letters those men can turn +out to do it. Inquiries of good quality are costly, frequently +several times as costly as the advertiser figures in advance that he +can afford to pay. Yet, strange to say, many advertisers will employ +$50 or $100-a-week ability to write advertisements that will produce +inquiries and then expect $10 or $15 men to turn them into sales. As +a matter of fact nine times out of ten the hardest part of the +transaction is to close the sale. + +An inquiry is merely an expression of interest. The reader of the +advertisement says, in effect, "All right, I'm impressed. Go ahead +and show me." Or, if he hasn't written in reply to an advertisement, +he sends an inquiry and invites the manufacturer or dealer to tell +what he has. To get the highest possible proportion of sales from +each hundred inquiries, requires that the correspondent be as +skillful in his written salesmanship as the successful man behind +the counter is with his oral canvass and his showing of the goods. + +If the truth were known, it is lack of appreciation of this point +that discourages most concerns trying to sell by mail, and it is the +real secret of a large percentage of failures. + +A clock manufacturer notified the advertising manager of one of the +big magazines that he had decided to discontinue his advertising. +"The inquiries we get from your magazine," he wrote, "don't pan +out." The advertising manager thought he saw the reason why and he +made a trip down to the factory to investigate. Reports showed that +in two months his magazine had pulled over 400 inquiries, yet out of +that number just seven prospects had been sold. + +"Will you let me see your follow-up letters?" he asked. They were +brought out, and the advertising manager almost wept when he read +them. Awkward, hackneyed, blundering notes of acknowledgment, they +lacked even the merest suggestion of salesmanship. They would kill +rather than nourish the interest of the average prospect. He sent +the set of letters up to the service bureau of his magazine and a +new series of strong convincing letters, such as the clock deserved, +were prepared. + +On the strength of these he got the advertiser back in and the next +month out of 189 inquiries, forty-six clocks were sold. Think of the +actual loss that manufacturer suffered simply because he did not +really appreciate that inquiries aren't sales! + +Get this firmly in mind and then get the proper attitude toward the +inquirer. There is a big difference between the original sales +letter and the answer to the inquiry. You haven't got to win his +interest now. You've got that. But you have got to hold it and +develop it to the buying point. Your man has asked you something; +has given you the chance to state your case. Now state it in the +most complete, convincing way you know how. + + +Dear Sir: + +We are pleased to receive your request for "Wilson's Accounting +Methods," and a copy goes forward by today's mail. Do not fail to +notify us if it fails to reach you within a day of the receipt of +this letter. + +Your attention is particularly called to the descriptive matter on +pages 3 to 9, inclusive. We are confident that among the forty stock +record forms there illustrated and described you will find a number +that will save time and labor in your office. You will see that our +stock forms are carried in two sizes--3 by 6-1/4 inches and 5 by 8 +inches, the smaller size being furnished at $2 a thousand and the +larger size at $2.50 a thousand, assorted as you desire. + +Should you desire special forms to meet your individual +requirements, we can furnish them to order, printed from your copy, +on one side of linen-bond stock--your choice of five colors--at +$3.50 a thousand. + +On pages 116 to 139 you will find complete descriptions and order +blanks of our special introductory outfits, ranging in price from $1 +to $22. + +We make these attractive offers to enable our customers to select +outfits that can be installed at a very small cost, and we ship any +of our stock outfits with the distinct understanding that if they +are not entirely satisfactory they may be returned to us at our +expense. + +Under the liberal conditions we make, you incur no risk in placing +an order, and we trust that we may be favored with one from you +right away. By purchasing direct from us--the manufacturers--you +eliminate all middleman's profits and are sure to get proper +service. + +Let us hear from you. + +Very truly yours, +[Signature: Anderson & Anderson] + + * * * * * + +_A letter that sums up well the principal features of the goods +described in detail in the catalogue and the strong points of the +manufacturer's plan of selling. The letter is closely linked with +the catalogue. Such a letter as this is a strong support to the +catalogue_ + + * * * * * + +A good way to get at this is to put yourself once more in the other +man's place. What do _you_ like to get when _you_ answer an +advertisement? And how do you like to get it? First of all you like +a prompt answer. + +"I have had some experiences lately," says one business man, "that +have made me feel that promptness and careful attention to all of a +correspondent's requests are fully as important as the literary part +of business correspondence. I am interested in an enterprise in +which material of various kinds will be used--sample jars, mailing +cases, and so forth. I have been writing to manufacturers in the +effort to get samples and prices. + +"In several cases it really seemed to me as if the manufacturer was +trying to test my patience by waiting from three days to a week +before answering my letter. Several of them forgot to send the +samples they referred to in their letters. In other cases the matter +of samples was overlooked for a few days after the letter was +written or the samples were ordered forwarded from a distant factory +without any explanation to me that the samples would be a few days +late in arriving. In still other instances references were made to +prices and sizes that were not clear, thus necessitating another +letter and a further delay of a week or ten days. + +"As I had to have all the material before I could proceed with any +of it, one man's delay tied up the whole job. + +"Really when one has a chance to see the dowdy, indifferent way in +which a great many business concerns take care of inquiries and +prospective customers, the wonder is that there are so many +successes and not more failures. + +"How refreshing it is to get a reply by return mail from an +enterprising man who is careful to label every sample and to give +you all the necessary information in complete form and to write in +such a way as to make you feel you are going to get prompt, careful +service if your order is placed with him. It is a pleasure to send +business his way, and we do it, too, whenever we can." + +It is easy enough to look out for these things when a regular method +is adopted. With a catalogue before him, the correspondent should +dictate a memorandum, showing what samples or enclosures are to be +sent and how each is to be marked. By referring to the memorandum, +as he dictates, the references will be clear. + +Cherish both carefulness and promptness. You don't know what you +sometimes lose by being a day late. An inquirer often writes to +several different concerns. Some other correspondent replies by +return mail, and the order may be closed before your belated letter +gets in its work, particularly if the inquirer is in a hurry--as +inquirers sometimes are. You may never learn why you lost the order. + +When you cannot give full attention to the request immediately, at +least write the inquirer and tell how you will reply fully in a day +or so or whenever you can. If you can truthfully say so, tell him +that you have just what he wants and ask him to wait to get your +full information before placing his order. In this way you may hold +the matter open. + + +Dear Sir: + +Replying to your esteemed favor of recent date would say that we +have noted your request for a sample of Royal Mixture and that same +has been forwarded. + +This tobacco is absolutely without question the finest smoking +tobacco on the market today. This statement will be substantiated by +tens of thousands of smokers. + +We hope to receive your valued order at an early date and remain + +Truly yours, +[Signature: Brown & Co.] + + * * * * * + +_The first paragraph of this letter is so hackneyed that it takes +away all personality, and there is nothing in the second paragraph +to build up a picture in the reader's mind of an enjoyable tobacco_ + + * * * * * + +Now as to the style and contents of your letter, here's one thing +that goes a long way. Be cheerful. Start your letter by +acknowledging his inquiry as though you were glad to get it. "Yours +of the 15th received and contents noted," doesn't mean anything. But +how about this: "I was glad to find on my desk this morning your +letter of the 15th inquiring about the new model Marlin." There's a +personal touch and good will in that. A correspondence school +answers a prospective student's inquiry like this: "I really believe +that your letter of the 6th, which came to me this morning, will +prove to be the most important letter that you ever wrote." An +opening such as this clinches the man's interest again and carries +him straight through to the end. Don't miss an opportunity to score +on the start. + + +Dear Sir: + +Your order for a sample pouch of Royal Mixture is greatly +appreciated. The tobacco was mailed to-day. + +To appreciate the difference between Royal Mixture and the "others," +just put a little of it on a sheet of white paper by the side of a +pinch from a package of any other smoking tobacco manufactured. You +won't need a microscope to see the difference in quality. Smoke a +pipeful and you will quickly notice how different in mellowness, +richness and natural flavor Royal Mixture is from the store-bought +kind. + +If you are not enthusiastic over its excellence I shall feel greatly +disappointed. So many discriminating pipe smokers in all sections +are praising it that it makes me believe that in "The Aristocrat of +Smoking Tobacco" I have produced an article that is in fact the best +tobacco money can buy. + +Royal Mixture is all pure tobacco, and the cleanest, best-cured and +finest leaf that the famous Piedmont section of North Carolina can +produce. The quality is there, and will be kept as long as it is +offered for sale. Depend upon that. + +The more you smoke Royal Mixture the better you'll like it. This is +not true of the fancy-named mixtures which owe their short-lived +popularity to pretty labels, fancy tin boxes and doctored flavors. I +give you quality in the tobacco instead of making you pay for a gold +label and tin box. + +The only way to get it is by ordering from me. Royal Mixture goes +right from factory to your pipe--you get it direct, and know you are +getting it just right, moist and fresh. + +Right now, TO-DAY, is the time to order. A supply of Royal Mixture +costs so little and means so much in pipe satisfaction that every +hour of delay is a loss to you. It's too good to do without. Money +refunded promptly if you are not satisfied! + +If it is not asking too much of you, I would like to hear within a +day or two just how the tobacco suits you. Will you not write me +about it? Be critical, as I desire your candid opinion. + +Respectfully yours, +[Signature: Wallace E. Lee] + + * * * * * + +_The letter is here rewritten, making it interesting from the first +line to the last. It makes one feel that Royal Mixture is something +unusually good_ + + * * * * * + +Second, be sure you _answer_ the inquiry--every point in it. You +know how provoked you are when you ask a question and the +correspondent in replying fails to answer. Be sure you answer all +the questions of the inquiries you handle. Give letters a final +reading, to be sure. It is often advisable to quote the inquirer's +questions or to use side-heads so he will understand you refer to +the questions he asked. + +For example, suppose a real estate agent receives an inquiry about a +farm. The inquiry can be clearly answered by adopting a style like +this: + + +We are very glad to give you details about the Abbott farm in +Prescott County. + +LOCATION.--This farm is on the macadam road between Frederick and +Whittsville, three miles from Frederick. There is a flag station on +the D. & L. railroad one and a quarter miles from the farm gate on +the macadam road. + +TRANSPORTATION FACILITIES.--There are six trains a day on the D. & +L. road that will stop at the flag station mentioned. These trains +give a four-hour service to Baltimore. + + * * * * * + +This style of letter is a great aid to the writer in bringing +related points together and thus strengthening description and +argument. + +If the inquiry involves the sending of a catalogue, hook the letter +and the enclosure together by specific references. It adds immensely +to the completeness of your letter. And don't be afraid to repeat. +No matter what is in the catalogue or booklet that is sent along +with the letter, the letter should review concisely some of the most +important points. The average person will pay closer attention to +what is said in the letter than to what appears in the catalogue. +The letter looks more personal. For example: + + +On page 18 you will see described more fully the cedar chest that we +advertise in the magazines. Pages 20 to 28 describe higher-priced +chests. All these chests are of perfect workmanship and have the +handsome dull egg-shell finish. The higher-priced models have the +copper bands and the big-headed nails. Use the order blank that +appears on page 32 of the catalogue, and be sure to read the +directions for ordering that appear on page 30. + + * * * * * + +These descriptions and references tie the letters strongly to +the enclosures and thus unify the entire canvass. + +The woman who gets a letter telling her that the refrigerator she +inquired about is described and illustrated on page 40 of the +catalogue sent under separate cover, and then reads some quoted +expressions from people in her town or state who have bought these +refrigerators, is more likely to order than if a letter is sent, +telling her merely that the catalogue has been mailed under separate +cover; that it gives a complete description but that any special +information will be given on request. The first method of replying +makes it appear that the correspondent is enthusiastic about his +refrigerators and really wants to sell the inquirer one. The second +method is cold and indifferent. If your goods permit the sending of +samples by all means enclose some with the letter. They permit the +actual handling of the article, which is so great an advantage in +selling over the counter. And then insure attention. No man, for +example, will throw away a haberdasher's letter referring to spring +shirts if samples are enclosed. The samples will get some attention, +though the one who received them may not need shirts at the time. + +Samples also give an opportunity to emphasize value. For instance, +it is a good plan to say: "Take these samples of outings to your +local store and see if you can get anything at $25 that is half as +good as what we are offering you." The fact is, few people make such +comparisons, but the invitation to compare is evidence of the +advertiser's confidence. For that matter, few people ask for refund +of money on honest merchandise, provided the refund is limited to a +brief period; but the promise of instant refund when unsatisfactory +goods are returned, is a great confidence-creator. + +It is not always possible for one correspondent to handle the entire +inquiry. In that case it is well to let the answer indicate the care +exercised in preparing it. + +A part of a letter may sometimes advantageously refer to some other +correspondent who can deal more thoroughly with a technical matter +under discussion. A large mail-order concern employs a man who can +tell customers in a tactful way just how to make coffee and tea, and +he makes satisfied customers out of many who otherwise would believe +that they had received inferior goods. This same man is also an +expert in adjusting by letter any troubles that may arise over the +company's premium clocks, and so forth. + +Unless such technical matters are extensive enough to require a +separate letter, they can be introduced into other communications by +merely saying: + + +"On reading what you have written about the engine, +our expert has this to say:" + + * * * * * + + +Dear Sir: + +Your esteemed inquiry has been received, and we are sending you one +of our booklets. + +In case none of the samples suit you, let us know what colors you +like and we will send more samples. + +We can save you money on trousers. A great many of the best dressers +of New York and Chicago are wearing trousers made by us. + +You run no risk in ordering, for if the trousers are not as I +represent them or do not fit you, we will correct the mistake or +refund your money. + +We urge you to order immediately, as we may not have in stock the +patterns you prefer. + +Trusting to receive your order at an early date. + +Truly yours. +[Signature: Edward Brown] + + * * * * * + +_This letter starts out with a hackneyed opening and not enough +emphasis is put on the samples. It is a mistake to make the +suggestion that the samples sent may be unsuitable. The third +paragraph starts out with an assertion unbacked by proof and the +second sentence is a silly boast that no one believes. A man does +not pay his tailor the full price until the trousers are completed. +It is a weak selling plan to try to persuade a stranger to send the +entire price to an advertiser whom he knows nothing about. The plea +for an immediate order on the ground that the pattern may not be in +stock later is a weak and unfortunate method of argument. The final +paragraph is as hackneyed as the first, and fails to impress the +reader_ + + * * * * * + + +Dear Sir: + +Here you are! This mail will bring you a sample book containing some +of the neatest trousers patterns you have seen in a long time. Tear +off a strand from any of them and hold a match to it; if it doesn't +"burn wool" the laugh is on me. + +You may wonder why I can undersell your local dealer and yet turn +out trousers that "make good." Certain conditions, of which I shall +tell you, make this possible. + +In the first place, trousers are my specialty. Other tailors want +suit orders above all, but I have built up my business by +specializing on trousers alone. + +I buy my fabrics from the manufacturers in large quantities at +wholesale prices. The saving--the money that represents your +retailer's profit--comes to you. + +I don't need an uptown "diamond-front" store, with an exorbitant +rental. Instead, I employ the best tailors I can find. + +The trousers I make are built, not shaped, to fit you. We don't +press them into shape with a "goose," either. All our fabrics are +shrunk before we cut them at all. Sewn throughout with silk, the +seams will not rip or give. And style--why, you will be surprised to +see that trousers could have so much individuality. + +I could not afford to sell just one pair of trousers to each man at +these prices. It costs me something to reach you--to get your first +order. You will order your second pair just as naturally as you +would call for your favorite cigar. + +I am enclosing three samples of $6 London woolens. These have just +come in--too late to place in the sample book. Aren't they beauties? + +Please don't forget that I guarantee to please you or to return your +money cheerfully. I ask for the $1 with order only to protect myself +against triflers. + +May I look for an early order? + +Yours, for high-grade trousers. +[Signature: Chas R. Greene] + + * * * * * + +_An interesting beginning, inviting proof of quality. Facts show +why low prices can be quoted, followed by graphic description and +logical argument. The samples give point to the letter and the +plain, fair selling plan makes an effective ending_ + + * * * * * + +Then again, make your letter _clear_. Good descriptions are just as +important in answers to inquiries as in letters that have the task +of both developing interest and closing a sale. All that has been +said in previous chapters as to the value of graphic descriptions +and methods of writing them applies with full force to this chapter. +The letter that is a reply to an inquiry can properly give more +detailed and specialized description than a letter that is not a +reply to an inquiry, for in writing to one who has inquired the +correspondent knows that the reader of the letter is interested and +will give attention to details if they are given clearly and +attractively. Generally speaking, a sales letter that is in response +to an inquiry should make it unnecessary for the reader to ask a +second time for information before reaching a decision. + +And this leads to one big important point: do your best to close the +sale in this first reply. Don't leave loop holes and uncertainties +that encourage further correspondence. Give your letter an air of +finality. Lay down a definite buying proposition and then make it +easy for your man to accept it. + + * * * * * + + WHAT WILL MAKE REPLY EFFECTIVE + + PROMPTNESS + COMPLETENESS + ANSWER ALL QUESTIONS + GIVE FULL DETAILS + CLEARNESS + MAKE FURTHER LETTERS UNNECESSARY + LABEL SAMPLES PLAINLY + DEFINITE PROPOSITION + GUARANTEE OF SATISFACTION + MAKE ORDERING EASY + INDUCEMENT FOR QUICK ACTION + + * * * * * + +Guarantees, definite proposals, suggestions to use "the enclosed +order blank," are important factors in effective closing paragraphs. +Don't put too much stress on the fact that you want to give more +information. Many correspondents actually encourage the inquirer to +write again and ask for more information before ordering. Try to get +the order--not a lot of new questions. + +Experiments show that the interest of an inquirer wanes rapidly +after the receipt of the first response. In replying to inquiries, +the chance of securing a sale with a third letter is much less than +the chance with the first, for after receiving the first letter, if +it is unconvincing, the inquirer is likely to come to an adverse +decision that cannot afterwards be easily changed. In this respect, +answers to inquirers are much like unsolicited letters sent out to +non-inquirers and planned to create and build up interest. In a +number of lines of business the third letter sent out in response to +an inquiry barely pays for itself. For this reason, it is usually +poor policy in handling this class of business to withhold some +strong argument from the first letter in order to save it for the +second or the third. Better fire the 13-inch gun as soon as you have +the range. + +If the first answer fails to land the order, the advertiser may +follow up with an easier plan of payment, a smaller lot of the +goods, or make some other such inducement. Not all goods admit of +offering small lots, but when this can be done, the argument may be +made that there is no profit in such small orders, that the offer is +only made to convince the inquirer of quality. + +Some very successful correspondents close in the direct-command +style: "Don't delay; send your order NOW." "Sit right down and let +us have your order before you forget it." "It isn't necessary to +write a letter; just write across the face of this letter 'I accept +this trial offer', sign your name and send the sheet back to us in +the enclosed envelope." Such closing sentences are strong, because +the reader is influenced to act immediately, and the loss that +usually comes about by reason of people putting things off and +forgetting is reduced. The third example is particularly good +because it eliminates letter-writing, which is a task to many and +something that is often put off until the matter is forgotten. + +Other correspondents, instead of using the direct command style, +close in this way: "We are having a big sale on these porch chairs. +If you order immediately we can supply you, but we cannot promise to +do so if you wait." "We know that if you place your order you will +be more than well pleased with your investment." + +If prices are to be increased on the goods offered, the +correspondent has a first-class opportunity to urge an immediate +response: "There is just two weeks' time in which you can buy this +machine at $25. So you can save $5 by acting _immediately_." + +Experience shows that the increased-price argument is a good closer. + +In the final sentences of the letter should be mentioned the premium +or the discount that is given when the order is received before a +certain date. These offers are effective closers in many cases. In +making them it is well to say "provided your order is placed _in the +mails_ not later than the 10th," for such a date puts all on the +same footing no matter how distant they are from the advertiser. + +Finally, don't overlook the opportunity to make even the signature +to your letter contribute something. + +Firm signatures are rather lacking in personality. "Smith & Brown +Clock Co." hasn't much "pull" to it. But when the pen-written name +of Albert E. Brown appears under this signature the letter has much +more of the personal appeal. For this reason, many concerns follow +the practice of having some one put a personal signature under the +firm name. It is not desirable, of course, to have mail come +addressed to individuals connected with the firm, but this can be +avoided by having return envelopes, addressed to the firm, in every +letter. In fact, a little slip may be enclosed reading: "No matter +to whom you address an order or letter always address the envelope +to the firm. This insures prompt attention." + +At least one large clothing concern has found it profitable to let +its letters go out over such signatures as "Alice Farrar, for BROWN +& CO." Those to whom Miss Farrar writes are informed that the +inquiry has been turned over to her for personal attention--that she +attends to all requests from that inquirer's section and will do her +best to please, and so on. + +When methods of this kind are followed and it becomes +necessary--because of the absence of the correspondent +addressed--for some one else to answer a letter, it is well to say. +"In the absence of Miss Farrar, I am answering your letter." Never +let an inquirer feel that the one he addresses is too busy to attend +to his wants or is not interested enough to reply. When the busiest +presidemt of a business concern turns over to some one else a letter +intended for the president's personal reading, the correspondent +should say, "President Parkins, after reading your letter, requests +me to say for him," and so on. + +These little touches of personality and courtesy are never lost. +They create a cumulative business asset of enormous value. + + + + +What to ENCLOSE With _Sales_ +Letters + +PART V--WRITING THE SALES LETTER--CHAPTER 19 + + +_Sales have been made--and lost--by the printed matter enclosed +with business correspondence. A mere mass of folders, cards and +bric-a-brac is in itself not impressive to the "prospect_'" unless +each item backs up a statement in the letter _and has a direct +bearing on the sale_ + +_Enclosures may be classified thus:_ FIRST, _catalogues, price lists +and detailed descriptive matter--to inform the prospect of the +goods_; SECOND, _testimonials and guarantees--to prove the claims +made for the goods_; THIRD, _return postals, addressed envelopes and +order blanks--to make it easy for the prospect to buy the goods_ + + * * * * * + +The enclosure is to the letter what the supporting army is to the +line of attack. It stands just behind the men at the front, ready to +strengthen a point here, reinforce the line there, overwhelm +opposition finally with strength and numbers. + +A clever sales letter may make the proper impression, it may have +all the elements necessary to close the sale, but it is asking too +much to expect it to handle the whole situation alone. + +The average prospect wants more than he finds in a letter before he +will lay down his money. The very fact that a letter comes alone may +arouse his suspicions. But if he finds it backed up by accompanying +enclosures that take things up where the letter leaves off, answer +his mental inquiries and pile up proof, the proposition is more +certain to receive consideration. + +The whole principle of right use of enclosures is a matter of +foreseeing what your man will want to know about your proposition +and then giving it to him in clear convincing form and liberal +measure. But enclosures must be as carefully planned as the letter +itself. They are calculated to play a definite part, accomplish a +definite end and the study of their effect is just as vital as the +study of step-by-step progress of letter salesmanship. + +Some letter writers seem to think that the only essential in +enclosures is numbers and they stuff the envelope full of +miscellaneous folders, booklets and other printed matter that does +little more than bewilder the man who gets it. Others make the +mistake of not putting anything in with the letter to help the +prospect buy. Neither mistake is excusable, if the writer will only +analyze his proposition and his prospect, consider what the man at +the other end will want to know--then give him that--and more. + +And in order to live up to this cardinal rule of enclosures, simply +confine your letter to _one_ article. Seven of the best letter +writers in the country have made exhaustive tests with descriptive +folders. They have found that _one_ descriptive circular, with _one_ +point, and _one_ idea pulls where the multiplicity of enclosures +simply bewilders and prejudices the reader. These men have +conclusively proved that overloaded envelopes do not bring results. + +In general the enclosure has three purposes: first, to give the +prospect a more complete and detailed description of your goods; +second to give him proof in plenty of their value; third, to make it +easy for him to buy. On this basis let us classify the kinds of +enclosures; that is, the mediums through which these three purposes +may be accomplished. + +The first, the detailed description, is usually given in catalogue, +booklet or circular, complete in its explanation and, if possible, +illustrated. Supplementing the catalogue or booklet, samples should +be used whenever practicable for they help more than anything else +can to visualize the goods in the prospect's eyes. + +Proof is best supplied in two ways, through testimonials and +guarantees; and the ways of preparing these for the prospect are +endless in variety. + +Third, you will make it easy to order through the use of order +blanks, return cards, addressed envelopes, myriads of schemes that +tempt the pen to the dotted line. + +The exact form of each of these elements is not of moment here so +long as it is clear to the man who receives it. The point to be made +is that one enclosure representing each of these elements-- +description, proof, and easy ordering--should accompany the sales +letter to back it up and make its attack effective. + +And now to take these up one by one and see the part each plays. + +When the prospect reads your letter, if it wins his interest, his +first thought is "Well, this sounds good, but I want to know more +about it." And right there the circular comes to his assistance--and +to yours. And on this circular depends very largely whether his +interest is going to grow or die a natural death. If it is to lead +him toward an order it must picture to him clearly just what your +proposition is and at the same time it must contain enough +salesmanship to carry on the efforts of the letter. + +And it is well to bear down hard on this: do not put material into +your letter that properly belongs in the circular. Link your letter +up with the enclosure and lead the reader to it, but do not go into +lengthy descriptions in the letter. Concentrate there on getting +your man interested. Do that and you may depend on his devouring the +enclosures to get the details. A common mistake in this line is to +place a table of prices in the body of the letter. It is simply +putting the cart before the horse. Price in every sale should be +mentioned last. It certainly should not be mentioned _before_ you +have convinced your prospect that he wants your article. Prices +should be quoted at the erid of the descriptive folder or on a +separate slip of paper. + +This descriptive enclosure takes on many forms--a booklet, a +circular, a folder, a simple sheet of specifications, a price +list--but in all cases it is for the one purpose of reinforcing the +argument made in the letter. When a proposition requires a booklet, +the mistake is often made of making it so large and bulky that it +cannot be enclosed with the letter. The booklet comes trailing along +after the letter has been read and forgotten. Sometimes the booklet +never arrives. Where possible it is much better to make the booklet +of such a size that it may be enclosed in the same envelope with the +letter. Then you catch the prospect when his interest is at the +highest point. It is embarrassing and ineffective to refer to "our +booklet, mailed to you under separate cover." Put the book with the +letter. Or, if you must send the booklet under separate cover, send +it first and the letter later, so that each will arrive at about the +same time. + +And now that you have put in a circular to help the letter, put in +something to help the circular--a sample. Here you have description +visualized. In more ways than one the sample is by all odds the most +valuable enclosure you can use. In reality, it does more--much more +than help the circular with its description, it is concrete proof, +in that it demonstrates your faith in the article and your readiness +to let your prospect judge it on its merits. A two by three inch +square of cloth, a bit of wood to show the finish, any "chip off the +block" itself speaks more eloquently than all the paper and ink your +money can buy. How irresistible becomes a varnish maker's appeal +when he encloses in his letters a small varnished piece of wood, on +the back of which he has printed, "This maple panel has been +finished with two coats of '61' Floor Varnish. Hit it with a hammer. +Stamp on it. You may dent the wood, but you can't crack the varnish. +This is _one_ point where '61' varnish excels." + + * * * * * + + ENCLOSURES: + CIRCULARS + FOLDERS OR BOOKLETS + PRICE LIST + ORDER BLANKS + TESTIMONIALS + STUFFERS + RETURN POST CARD + RETURN ENVELOPE + COUPONS OR CERTIFICATES + LIST OF BUYERS + SAMPLES + + * * * * * + +A manufacturer of a new composition for walls gives a more accurate +idea of his product than could ever be learned from words and +pictures by sending a small finished section of the board as it +could be put on the wall. + +A knitting mill approaches perfection in sampling when it encloses a +bit of cardboard on which are mounted a dozen samples of underwear, +with prices pasted to each and a tape measure attached to aid in +ordering. A roofing concern has the idea when it sends little +sections of its various roof coatings. And at least one carriage +maker encloses samples of the materials that go into his tops and +seat covers. + +Most unique samples are enclosed and because of their very novelty +create additional interest in a proposition. A real estate company +selling Florida lands enclosed a little envelope of the soil taken +from its property. To the farmer this little sample has an appeal +that no amount of printed matter could equal. + +A company manufacturing cement has called attention to its product +by making small cement souvenirs such as paper weights, levels, pen +trays, and so forth, sending them out in the same enclosure with the +letter or in a separate package. + +One manufacturer of business envelopes encloses with his letter his +various grades of paper, made up into envelopes, each bearing the +name of some representative concern that has used that particular +grade. Then in the lower corner of the envelope is stamped the +grade, weight, price and necessary points that must be mentioned in +purchasing. The various envelopes are of different sizes. On the +back of each envelope is a blank form in which the purchaser can +designate the printed matter wanted, and underneath, in small +letters, the directions, "Write in this form the printed matter you +demand; pin your check to the envelope and mail to us." + +Thus this one enclosure serves a number of purposes. First, it +carries a testimonial of the strongest kind by bearing the names of +prominent concerns that have used it; then, it is an actual sample +of the goods; and lastly, it serves the purpose of an order blank. + +Even a firm which sells a service instead of a product can +effectively make use of the sample principle. One successful +correspondence school encloses with each answer to an inquiry a +miniature reproduction of the diploma that it gives its graduates. +While the course itself is what the student buys, unquestionably the +inspired desire to possess a diploma like the one enclosed plays its +part in inducing him to enroll. + +A New York trust company gets the same effect by sending the +prospective investor a specimen bond complete to the coupons which +show exactly how much each is worth on definite dates through +several succeeding years. Here again the specimen bond is not +actually the thing he buys but it is a facsimile and an excellent +one in that it puts in concrete form an abstract article. + +Possibly it is inadvisable to include a sample. Then a picture of +the article accomplishes the purpose. A grocer who writes his +customers whenever he has some new brand of food product, always +includes in his letter a post card with a full tinted picture of the +article. For instance, with a new brand of olives he encloses a +picture of the bottled olives, tinted to exactly represent the +actual bottle and its contents, and underneath he prints the terse +statement "Delicious, Tempting, Nutricious." If his letter has not +persuaded the housewife to try a bottle of the olives, the picture +on the enclosure is apt to create the desire in her mind and lead to +a purchase. + +An automobile dealer who knows the value of showing the man he +writes a detailed picture of the machine, includes an actual +photograph. Even the reproduction of the photograph is insufficient +to serve his purpose. The photograph is taken with the idea of +showing graphically the strongest feature of the machine as a +selling argument, and illustrating to the smallest detail the sales +point in his letter. Then, with pen and ink, he marks a cross on +various mechanical parts of engine, body or running gear, and refers +to them in his letter. + +To carry the photograph enclosure a step farther, one dealer of +automobile trucks illustrates the idea of efficiency. He encloses +with his letter a photograph of his truck fully loaded. In another +photograph he shows the same truck climbing a heavy grade. Then in +his letter he says, "Just see for yourself what this truck will do. +Estimate the weight of the load and then figure how many horses it +would take to handle an equal load on a similar grade." + +In the sale of furniture, especially, is the actual photograph +enclosed with the letter a convincing argument. Fine carriages, +hearses, and other high-grade vehicles are forcibly illustrated by +photographs, and no other enclosure or written description is +equally effective. + +After description and visualizing--through the medium of circular +and sample--comes proof, and this you may demonstrate through any +means that affords convincing evidence of worth. The two best are +testimonials and guarantees, but the effectiveness of either depends +largely on the form in which you present them. Testimonials are +often dry and uninteresting in themselves, yet rightly played up to +emphasize specific points of merit they are powerful in value. The +impression of their genuineness is increased a hundredfold if they +are reproduced exactly as they are received. + +An eastern manufacturer has helped the prestige of his cedar chests +tremendously with the testimonials he has received from buyers. + +Letters from the wives of presidents, from prominent bankers and men +in the public eye he has reproduced in miniature, and two or three +of these are enclosed with every sales letter. + +An office appliance firm with a wealth of good testimonials to draw +on sends each prospect letters of endorsement from others in his +particular line of business. A correspondence school strengthens its +appeal by having a number of booklets of testimonials each +containing letters from students in a certain section of the +country. The inquirer thus gets a hundred or more letters from +students near his own home, some of whom he may even know +personally. + +A variation of the testimonial enclosure is the list of satisfied +users. Such a list always carries weight, especially if the firms or +individuals named are prominerit. A trunk manufacturer, who issues a +"trunk insurance certificate" to each customer, reproduces a score +or more of these made out to well known men and submits them as +proof of his product's popularity. + +Another effective form of enclosure is a list of buyers since a +recent date. One large electrical apparatus concern follows up its +customers every thirty days, each time enclosing a list of important +sales made since the previous report. + +Another plan is that of a firm manufacturing printing presses. In +making up its lists of sales it prints in one column the number of +"Wellington" presses the purchaser already had in use and the number +of new ones he has ordered. The names of the great printing houses +are so well known to the trade that it is tremendously effective to +read that Blank, previously operating ten Wellingtons, has just +ordered three more. + +Second only to the testimony of the man who buys is the guarantee of +the seller. Mail-order houses are coming more and more to see the +value of the "money-back" privilege. It is the one big factor that +has put mail sales on a par with the deal across the counter. Time +was when sellers by mail merely hinted at a guarantee somewhere in +their letter or circular and trusted that the prospect would +overlook it. But it is often the winner of orders now and concerns +are emphasizing this faith in their own goods by issuing a guarantee +in certificate form and using it as an enclosure. + +A roofing concern forces its guarantee on the prospect's attention +by giving it a legal aspect, printing in facsimile signatures of the +president and other officials--and stamping the company's name. +Across the face of this guarantee is printed in red ink, the word +"Specimen." Along the lower margin is printed, "This is the kind of +a real guarantee we give you with each purchase of one of our +stoves." A mail-order clothing firm sends a duplicate tag on which +their guarantee is printed. Across the tag of this sample guarantee +is printed in red, "This guarantee comes tagged to your garment." + +The prospect who finds proof like this backing up a letter is forced +to feel the worth-whileness of your goods or your proposition, and +he draws forth his money with no sense of fear that he is chancing +loss. + +The number and kind of enclosures you will put into your letter is +entirely up to you. But before you allow a letter to go out, dig +under the surface of each circular and see whether it really +strengthens your case. + +Apply this test; is the letter supported with amplified description, +proof, materials for ordering? If it is, it is ready for the attack. +You may find it best to put your description, your testimonials, +your guarantee and your price list all in one circular. It is not a +mistake to do so. But whether they are all in one enclosure or in +separate pieces, they should be there. And in addition, put in your +return card order blank or envelope or whatever will serve best to +bring the order. When your letter with its aids is complete, +consistent, equipped to get the order then, and only then, let it go +into the mails. + + + + +Bringing In _New Business_ By +POST CARD + +PART V--WRITING THE SALES LETTER--CHAPTER 20 + + +_Methods of soliciting trade by mail are not confined to the +letter or printed circular. The postal regulations are sufficiently +broad to allow a generous leeway in the size and shape of +communications that may be sent by mail, and as a result, a new +field of salesmanship has been opened by the postal card. Folders, +return- postals and mailing cards have become part of the regular +ammunition of the modern salesman, who has adapted them to his +varied requirements in ways that bring his goods before me +"prospect" with an emphasis that the letter often lacks--and +sometimes at half the cost_ + + * * * * * + +The result-getting business man is always asking the reason why. He +demands that a method, especially a selling plan, be basically +right; that it have a principle behind it and that it stand the +microscope of analysis and the test of trial. + +There are three reasons why the postal card is a business-getter. + +Did you ever pause while writing a letter, sit back in your chair, +and deplore the poverty of mere words? Did you ever wish you dared +to put in a little picture just at that point to _show_ your man +what you were trying to say? Of course you have if you have ever +written a letter. That is reason one. + +Did you ever watch a busy man going through his morning's mail? Long +letters he may read, short letters he is sure to glance through, but +a post card he is certain to read. It is easy to read, it is to a +degree informal and it is brother to a call on the 'phone. That is +reason two. + +And the third reason is that no matter what the principles behind +it, by actual test it brings the business. + +While primarily the postal mailing card is intended to aid the +letter in many ways it does what the letter can never do. It can +carry a design or an illustration without the least suggestion of +effrontery, which a letter can not do without losing dignity. It can +venture into clever schemes to cinch the interest. It is the acme of +simplicity as means to win an inquiry. And withal it does its work +at less cost than the letters. + +In general postal mailing cards may be classed as of three types: + +1. THE DOUBLE OR RETURN POST CARD. This consists simply of two +ordinary post cards attached for convenience in mailing, sometimes +closed at the loose edges by stickers but usually left open. The one +carries the inquiry-seeking message; the other is for the reply. It +is already addressed for returning and contains on the opposite side +a standardized reply form to be signed. + +2. The two or three or four FOLDER MAILING CARD. This gives greater +space and opportunity for cleverness of appeal through design. The +third or fourth fold may or may not be prepared for use as a reply +card. Instead of providing for the reply in this way, some of these +folders hold a separate card by means of corner slots. In any case +they fold to the size of the ordinary postal and are held by a stamp +or sticker. + +3. ILLUSTRATED PERSONAL LETTERS. These are in effect simply letters +printed on heavier stock which fold into post card size. Their +advantage lies in the opportunity for illustration and an outside +design or catch phrase to win attention. In some cases they are even +filled in exactly in the manner of a form letter. + +Which of these forms is best suited to your uses is a matter which +the nature of your proposition and your method of selling must +determine. Whether you want to tell a long story or a short one, +whether you want it to serve merely as a reminder or as your +principal means of attack, these and other points must guide you. So +to help you determine this, it is best to consider the post card +here on the basis of its uses. There are four: + +1. To get inquiries. + +2. To _sell_ goods; to complete the transaction and get the order +just as a letter would. + +3. To cooperate with the dealer in bringing trade to his store. + +4. To cooperate with the salesman in his work on dealer or consumer. + +Inquiries may be inspired in two ways--either by using a very brief +double card or folder which tells just enough to prompt a desire for +more information or by a post card "letter" series which works +largely on the lines of letters enclosed in envelopes. In the first +instance the card or folder resorts to direct pertinent queries or +suggestions of help that impel the reader to seek more details. + +An addressing machine manufacturer, for instance, sends his +"prospects" a double folder with a return post card attached This +message is little more than suggestive: + + +"Do you know that there is one girl in your addressing room who can +do the work of ten if you will let her? All she needs is a Regal to +help her. Give her that and you can cut nine names from your pay +roll today. Does that sound like good business? Then let us tell you +all about it. Just mail the card attached. It puts you under not the +slightest obligation. It simply enables us to show you how to save +some of your good dollars." + + * * * * * + +Such a card is virtually an inquiry-seeking advertisement done into +post card form to insure reaching the individual. And for this +reason it may be well to carry a design or illustration just as an +advertisement would. A life insurance company has made good use of a +post card folder, building it up around its selling point of low +cost. The outside bears a picture of a cigar and the striking +attention-getter "At the cost of Your Daily Smoke--" the sentence is +continued on the inside"--you can provide comfort for your family +after you are gone, through a policy." Then follows enough sales +talk to interest the prospect to the point of urging him to tear off +and send the return card for full information. + +Many propositions can be exploited in this way. In other instances a +much more complete statement must be made to elicit a reply. Here +the illustrated personal letter comes into use. And it is +significant that in a number of specific cases these letters in post +card form have been far more productive of inquiries than ordinary +letters on the same proposition. Their unique form, the accompanying +illustrations, by their very contrast in method of approach, prompt +a reading that the letter does not get. + +Postal mailing cards may be used in two ways--either as a campaign +in themselves or as steps in a follow-up series. They are especially +good when your selling plan permits of goods being sent on approval +or a free trial basis. Then you can say, "Simply drop the attached +order card in the mail box and the goods will come to you by first +express." + +A publishing house has sold thousands of low priced books on this +basis, using merely a double post card. One section carries to the +prospect an appealing description of the book and emphasizes the +liberality of the offer. The return card bears a picture of the book +itself and a clearly worded order, running something like this, "I +will look at this book if you will send it charges prepaid. If I +like it, I am to remit $1.00 within five days. If not, I am to +return it at your expense." There can be no misunderstanding here. +The simplicity of the card scheme itself appeals to prospects and +brings back a big percentage of orders. + +A variation of the use of the postal as a direct sales medium is the +employment of it to secure bank savings accounts. + +A banking house in Chicago sent out folders to a large mailing list +of property holders and renters in all parts of the city. As a +special inducement to establishing savings accounts, this house +offered each person, who returned an attached card, a small metal +savings bank free, which could be kept in the home for the reception +of dimes and nickels until filled--this small bank to be returned at +intervals to the bank for the establishment of a permanent savings +account. On the return card enclosed was a promise to send to the +inquirer's home one of those small banks absolutely without cost to +the receiver. Here the simplicity of the scheme and method of +proposing it again brought large returns. + +One manufacturer of dental cream sends out free samples upon +request. The tube is wrapped in pasteboard, which proves to be a +post card ready for signature and stamp--inviting the recipient to +suggest the names of friends to whom samples can be sent. Some +concerns offer to send a free sample if names are sent in but this +firm has achieved better results by sending the sample to all who +ask and then diplomatically inviting them to reciprocate by +furnishing the names of their friends. + +Several large hotels have found valuable advertising in post cards +that are distributed by their guests. These cards are left on the +writing tables with an invitation to "mail one to some friend." + +A St. Louis restaurant keeps a stack of post cards on the cashier's +desk. They are printed in three colors and give views of the +restaurant, emphasizing its cleanliness and excellent service. Every +month hundreds of these are mailed out by pleased customers and as a +result the restaurant has built up a very large patronage of +visitors--people from out of the city who are only too glad to go to +some place that has been recommended to them. + +A most unusual use of post cards appeared in a St. Louis street car. +A prominent bondseller had arranged an attractive street car +placard, discussing briefly the subject of bonds for investment +purposes. In one corner of this placard was a wire-stitched pad of +post cards, one of which passengers were invited to pull off. The +card was mailable to the bondseller, and requested a copy of his +textbook for investors. The prospect who sent the card was of course +put upon the follow-up list and solicited for business. Here, again, +the uniqueness appeals to the public. + +As a cooperator with a letter follow-up, the card or folder is +effective, because it introduces variety into the series, sometimes +furnishing just the touch or twist that wins the order. + +In the follow-up series the double folder becomes especially +adaptable, because of its simplicity. It usually refers to previous +correspondence. For example, one suggests: "You evidently mislaid +our recent letter. Since its message is of such vital interest to +your business--" The remainder of the message is given up to driving +home a few of the fundamental points brought out in the previous +letters. Simple directions for filling out an attached return card +are added. + +One double post card, used as a cooperator with a follow-up, calls +attention to a sample previously mailed, asking a careful comparison +of the grade of material and closes with a special inducement to +replies in the form of a discount for five days. + +Return cards, employing the absolute guarantee to insure confidence +of fair dealing give clinching power. Here is a sample: + + +Gentlemen:--Please send me a ____ case for trial. It is clearly +understood in signing this order that the shipment comes to me all +charges prepaid and with your guarantee that you will promptly +cancel the order, in case I am in any way dissatisfied. + + * * * * * * * + +A space is left at the bottom of the card for the person ordering to +sign name and address. + +Again the post card serves a similar purpose as a cooperator with +the salesman. Often between calls the house makes a special +inducement to sales. + +Here, either double post cards or folders give the advantage of +simplicity; the return card offering a powerful incentive to +immediate action on the part of the customer. The return card +indicates to the house that the customer is interested and a +salesman is called back to handle the order. + +One manufacturer, through use of the folder and card, wins a clever +advantage for his salesmen. An attractive folder, with numerous +illustrations, gives a fairly complete description of the firm's +product. Enclosed with the folder is a return card bearing the form +reply, "Dear Sirs: I am interested in ----. Please mail me a picture +catalog of ----." And a space is left with directions for filling in +name and address of the person replying. + +These cards when received are carefully filed and from them the +salesmen gauge their calls on the prospects. Here the advantage to +the salesman is obvious, since his personal call assumes the nature +of a favor to the prospect. + +From time to time, mailing folders or double post cards, are mailed +between calls of the salesman, and serve to keep the proposition +warm in the mind of the prospect. + +Usually the postal or folder is a valuable aid in sending trade to +the dealer. One manufacturer to stimulate business by creating +orders for his retailer, sent out an elaborate series of mailing +cards to the retailer's customers. Enclosed with the folder were +leaflets giving special features in the stock, which added value to +the sales letter. Handsomely engraved cards guaranteeing the +material were also enclosed as a suggestion that the customer call +on the retailer and the retailer's private business card was +inserted. + +A western coffee dealer used mailing folders on lists of consumers +supplied him by retailers. Attractive designs on the outside of the +folder create interest and put the consumer's mind in a receptive +condition for considering the sales arguments embodied in the +personal letter feature of the folder. + +A manufacturer of a contrivance for applying special paints builds +an approach for the dealer's salesman with postal folders. The +design on the outside of the folder indicates the simplicity with +which the appliance may be operated. The sales letter inside gives +minute directions for using the machine and calls attention to +particular features by reference to the demonstration on the +outside. As an entering wedge to orders, the letter offers a free +trial and suggests that a salesman make a practical demonstration. + +The manufacturer has his dealer sign every letter and the return +card enclosed gives only the address of the dealer. + +A varnish concern sent to a large mailing list a series of +illustrated letters describing the use and advantage of its +products. They appealed to the consumer and built up a trade for the +local dealer. Each letter contained both a return post card, +addressed to the local dealer and a small pamphlet showing various +grades of the varnish. The result of this follow-up system was +twenty-five per cent more replies than the same number of envelope +letters. + +One of the most successful campaigns ever conducted to introduce a +new cigarette depended entirely upon postal letters. A series of +five or six of these--well nigh masterpieces of sales talk--created +the desire to try the product. Enclosed with each folder was a card +bearing a picture of the distinctive box in which the cigarettes +were sold, so that the prospect could recognize it in the dealer's +store. + +In another instance a book publisher created a demand for a new +novel by mailing a series of single post cards bearing illustrations +from the book. In this case the element of mystery was employed and +the real purpose of the cards was not divulged until five or six had +been sent and the book was ready to go on sale. + +Whatever variety of card, folder or letter you choose to use, these +features you should carefully observe: the style of writing and the +design and mechanical make-up. + +The effectiveness of the mailing folder must depend upon the +combination--ideas of attractiveness, simplicity and careful use of +the personal letter feature. It must command attention by a +forceful, intelligent approach. It must stand out sharply against +the monotonous sameness of the business letter. + +The folder's appearance should be in accord with the class or type +of men it goes to meet. Its approach should contain sincerity, +purpose, and originality. Originality in shape hardly serves the +purpose, because of the ridicule unusual shapes may give the +proposition. The originality should be in the illustrations or catch +phrases. + +This illustrative feature is all important because it virtually +plays the part of the initial paragraph of the letter--it makes the +point of contact and gets the attention. It corresponds to the +illustrated headline of the advertisement. No rules can be laid down +for it as it is a matter for individual treatment. + +Colors that create a proper condition of mind through psychological +effect must be taken into consideration in the attention-getting +feature of the folder. There are certain color schemes which are +known to create a particularly appropriate condition of mind. For +instance, where quick action is wanted, a flaring color is +effective. Where pure sales arguments count most in stating a +proposition, blacks and whites have been found the most adequate. +Soothing colors, such as soft browns and blues, have been found to +appeal to the senses and serve to insure additional interest through +a pleasant frame of mind. + +The right impression once gained, the style of the reading matter +must make the most of it. Many have hesitated to use the postal or +folder because they fear for a certain loss, through lack of +dignity, where the proposition demands an especially high-class +approach. But to some folders, especially of the letter variety now +in use, no such criticism could possibly be offered. Really fine +samples of these letters bear outside illustrations from photographs +or the work of the best artists. Their appearance outside and inside +is given every possible attention to create the impression of +distinct value. An appeal to the senses, as in the use of pleasing +colors, is a feature of their make-up. + +The personal letter inside is perfect in details of typography; it +is carefully filled in with prospect's or customer's name; care is +taken to see that the filling-in process matches the body of the +letter and a personal signature is appended to give a more intimate +appeal. + +The cost of these folders, because of the high grade of reproduction +and the art work, runs considerably above the usual business-getting +letter of one-cent mailing. The lowest class of these folders cost +approximately the same as the usual letter under two-cent +mailing. Any addition of special art work increases their cost +proportionately, but the expense is frequently justified. + +These illustrated letters depend upon their power of suggestion, +through graphic illustration and design, and upon the personal idea +of the letter used for getting business. Few enclosures, other than +the return card, or reminder card, for filing purposes, are used. + +One physician, especially anxious of promoting a new remedy, sent +out mailing folders describing his remedy and offered an absolute +guarantee of results before payment. The return card enclosed with +this folder was engraved with the name and address of the physician +above and underneath his absolute guarantee. Because the campaign +was so unusual, it produced unexpectedly large returns. + +Here, as in the usual business-getting letter, careful attention is +given to details. The importance of attracting attention in the +first paragraph by careful expression, followed by the creating of +desire in the mind of the customer or prospect and the adding of +conviction--and finally, the use of reason that compels action +cannot be emphasized too strongly. + +A more appealing letter could scarcely be written than the +following, used in the cigarette campaign previously mentioned. The +outside of the folder carried an appropriate drawing by one of the +best American artists and the whole folder gave an impression of the +highest quality. Note the easy style, designed to catch the reader +as he first opens the folder and carry him along fascinated to the +end: + + +Dear Sir: + +[Sidenote: Attention-getter; natural and effective. Explanation +clear, and a desire is created through promise.] + +Turn back in your mind for one minute to the best Turkish cigarette +you ever smoked. + +If you remember, it was not so much that the cigarette was fragrant, +or that it had a particular flavor, or aroma, or mildness, that +caused it to please you--it was the combination of all these +qualities that made it so delicious. + +This means that the perfection of that cigarette was in the blend, +the combination of rare tobacco, each giving forth some one quality. + +We have worked out a blend that produces a Tobacco Cigarette which +satisfies _our_ ideal at least. + +We call the cigarette made of this brand PERESO. We make no secret +of the kind of tobacco used--the exact proportion and how to treat +the rare leaves is our secret. + +To get a perfect aroma, we must take ---- Tobacco: young sprigs of +yellow so soft that the Turks call it "Golden Leaf." + +We use ---- leaves for their flavor; they have marvelous fragrance +as well a delicate mildness. + +[Sidenote: Giving conviction by details.] + +To get each of these tidbits of Tobacco into perfect condition, so +that their qualities will be at their prime when blended, is our +profession. The PERESO cigarette is the result. + +[Sidenote: Suggesting immediate action.] + +Touch a match to a PERESO cigarette after luncheon today. You will +be delighted with its exquisite aroma, its fleeting fragrance and +delicate mildness. + +[Sidenote: Strength in clincher lies in absolute guarantee.] + +If it is not better than the best cigarette you have ever smoked, +allow us the privilege of returning the fifteen cents the package +cost you. The original box with the remaining cigarettes, when +handed to your dealer, will bring the refund. + +Will you Join us in a PERESO cigarette today? + +Very truly yours. +[Signature: Adams & Adams] + + * * * * * + +Enclosed in this folder next to the letter was a card bearing a +picture of the cigarettes in their box. At the bottom of the folder, +underneath the letter, was the phrase: "All good dealers--fifteen +cents a package." + +With the mailing card, as with the letter, guarantees, free trial +offers and the like, help to strengthen the close of the +proposition, win the confidence and bring back the answer. + +For example, a large watch company, wishing to appeal to a class of +customers who had previously been listed and whose financial +standing made its proposition secure, sent out folders signed by +department heads asking the privilege of mailing a watch for +examination and trial. The letter, which carefully described the +advantages of the watch over other watches sold at similar prices, +offered this trial without any cost to the prospect, only asking +that if the watch suited his needs a draft be mailed to the company. +The return card in this case contained an agreement by the firm to +hold the prospect in no way obligated to the company, except through +purchase. Before returning the card to the company, the prospect was +required to sign it, agreeing that, after a trial, either the watch +or the money should be sent in. + +Before you enter upon the use of mailing cards, be sure you +understand the postal regulations regarding them. They are not +complicated, but more than one concern has prepared elaborate +folders only to be refused admittance to the mails because they did +not follow specifications as to size and weight. + +Postal laws require that all cards marked "Post Cards" be uniform in +design and not less than three and three-fourths inches by four +inches and not more than three and nine-sixteenths inches by five +and nine-sixteenths inches in size. This means that all return +cards, whether enclosed or attached, must be within authorized sizes +to allow a first class postal rating. + + + + +Making It _Easy_ For the +PROSPECT to _Answer_ + +PART V--WRITING THE SALES LETTER--CHAPTER 21. + + +_The mere physical effort of hunting up pen and paper by which to +send in an order for_ SOMETHING HE REALLY WANTS, _deters many a +prospect from becoming a customer_. + +_The man who sells goods by mail must overcome this natural inertia +by reducing the act of sending in an order or inquiry to its very +simplest terms--by making it so easy for him to reply that he acts +while the desire for the goods is still upon him. Here are Eighteen +Schemes for making it easy for the prospect to reply--and to reply +NOW_ + + * * * * * + +There are few propositions so good that they will sell themselves. A +man may walk into a store with the deliberate intention of buying a +shirt, and if the clerk who waits on him is not a good salesman the +customer may just as deliberately walk out of the store and go to +the place across the street. Lack of attention, over-anxiety to make +a quick sale, want of tact on the part of the salesman--any one of a +dozen things may switch off the prospective customer although he +wants what you have for sale. + +Even more likely is this to happen when you are trying to sell him +by mail. He probably cares little or nothing about your offer; it is +necessary to interest him in the limits of a page or two and +convince him that he should have the article described. + +And even after his interest has been aroused and he is in a mood to +reply, either with an order or a request for further information, he +will be lost unless it is made easy for him to answer; unless it is +almost as easy to answer as it is not to answer. A man's interest +cools off rapidly; you must get his request for further information +or his order before he picks up the next piece of mail. + +It is a daily experience to receive a letter or a circular that +interests you a little--just enough so you put the letter aside for +attention "until you have more time." Instead of being taken up +later, it is engulfed in the current of routine and quickly +forgotten. Had the offer riveted your attention strongly enough; had +the inducements to act been forceful; had the means for answering +been easy, you would probably have replied at once. + +Make it so easy to answer that the prospect has no good reason for +delaying. Make him feel that it is to his interest in every way to +act AT ONCE. Do the hard work at your end of the line; exert +yourself to overcome his natural inertia and have the order blank, +or the coupon or the post card already for his signature. Don't rely +upon his enthusing himself over the proposition and then hunt up +paper, pencil and envelope; lay everything before him and follow the +argument and the persuasion with a clincher that is likely to get +the order. + +In making it easy to answer, there are three important elements to +be observed. You must create the right mental attitude, following +argument and reason with a "do it now" appeal that the reader will +find it hard to get away from. Then the cost must be kept in the +background, centering attention on the goods, the guarantee, and the +free trial offer rather than upon the price. And finally, it is +desirable to simplify the actual process--the physical effort of +replying. + +The whole effort is wasted if there is lacking that final appeal +that convinces a man he must act immediately. Your opening may +attract his attention; your arguments may convince him that he ought +to have your goods; reason may be backed by persuasion that actually +creates in him a desire for them, but unless there is a "do it this +very minute" hook, and an "easy to accept" offer, the effort of +interesting the prospect is wasted. + + + * * * * * + +SCHEME 1--A SPECIAL PRICE FOR A LIMITED PERIOD + +The most familiar form of inducement is a special price for a +limited period, but this must be handled skillfully or it closes the +gate against an effective follow-up. The time may be extended once, +but even that weakens the proposition unless very cleverly worded; +and to make a further cut in price prompts the prospect to wait for +a still further reduction. + + * * * * * + + BETTER LOOK AGAIN AND SEE IF YOU HAVE SIGNED YOUT NAME AND + WRITTEN YOUR TOWN AND STATE PLAINLY. WE GET LOTS OF ORDERS + EVERY YEAR THAT WE CAN'T FILL BECAUSE THE ADDRESS IS INCOMPLETE + OR ILLEGIBLE. IT IS BEST TO BE ON THE SAFE SIDE AND WRITE YOUR + NAME AND ADDRESS SO PLAINLY THAT THERE CAN BE NO POSSIBLE MISTAKE. + DID YOU? + + YOU DON'T HAVE TO USE BETTER KEEP AN + THIS ORDER SHEET. YOU O R D E R S H E E T EXACT COPY OF THIS + CAN ORDER ANY OLD WAY ORDER FOR FUTURE + YOU LIKE. BUT USING THIS REFERENCE. + WILL SAVE US BOTH SOME + BOTHER + + * * * * * + BE SURE TO ALWAYS SIGN THE MORE CAREFUL YOU ARE KEEP A COPY OF + YOUR NAME AND ADDRESS. TO FILL OUT THE FOLLOWING THE ORDER AND IF + WE GET LOTS OF ORDERS BLANKS CAREFULLY AND YOU DO NOT HEAR + WITH NO SIGN OF NAME CLEARLY, THE MORE CERTAIN FROM US IN A + OR ADDRESS. IF YOUR WE ARE TO GET YOUR ORDER REASONABLE + SHIPPING STATION IS FILLED PROMPTLY AND LENGTH OF TIME, + DIFFERENT FROM YOUR CORRECTLY. WE'RE ALL LONG WRITE US AND + POST OFFICE BE SURE RANGE MIND READERS AND TELL US JUST + TO GIVE BOTH CAN GENERALLY PUZZLE OUT WHAT YOU ORDERED + HOW AN ORDER IS MEANT TO AND WHEN YOU + BE BUT IT TAKES LOTS OF ORDERED IT + GUESS WORK + + VALUE OF ORDER $ |cents + DATE_______ ---------------------------|--- + NAME____________________________ PAID BY P.O. MONEY ORDER | + STREET OR RURAL ROUTE___________ PAID BY EXP. MONEY ORDER | + POST OFFICE_____________________ PAID BY DRAFT | + COUNTY__________________________ PAID By CHECK | + SHIPPING STATION________________ PAID IN CURRENCY | + WHAT RAILROAD PREFERRED_________ PAID IN SILVER | + WHAT EXPRESS CO PREFERRED_______ PAID IN STAMPS | + TOTAL AMOUNT PAID | + MARK IN SQUARE WHICH WAY YOU WANT ------------------------------- + THIS ORDER SENT___MAIL__EXPRESS PLEASE DON'T WRITE IN THIS SPACE + __FREIGHT OPENED BY_____BOOKED BY_____ + O'K'D BY______TAGGED BY_____ + SHALL WE USE OUR BEST JUDGMENT AS ROUTING_____________________ + TO MANNER OF SHIPPING AND ROUTING?____ + + IF OUT OF VARIETY ORDERED HAVE WE + YOUR PERMISSION TO SUBSTITUTE EQUAL + OR BETTER ______ IN NEAREST VARIETY + + ------------------------------------------------------------------ + BU|QTS|LBS|PTS|OZ|PKTS|NO|ARTICLES WANTED |VALUE + ------------------------------------------------------------------ + _________________________________________________|$______|cents___ + _________________________________________________|$______|cents___ + _________________________________________________|$______|cents___ + _________________________________________________|$______|cents___ + + * * * * * + +_This order sheet simplifies ordering and assures accuracy. On the +reverse side are printed several special offers, to which reference +may readily be made. The sheet is made to fold up like an envelope +and when the gummed edges are pasted down enclosures are perfectly +safe_ + + * * * * * + +On some propositions the time limit can be worked over and over +again on different occasions like special store sales. A large +publishing house selling an encyclopedia never varies the price but +it gets out special "Christmas" offers, "Withdrawal" sale offers, +"Special Summer" offers--anything for a reason to send out some new +advertising matter making a different appeal. And each proposition +is good only up to a certain time. The letters must be mailed and +postmarked before midnight of the last day, and this time limit +pulls the prospect over the dead center of indecision and gets his +order. The last day usually brings in more orders than any previous +week. + + * * * * * + + FILL OUT AND MAIL THIS COUPON + TO CHICAGO SUPPLY CO. + + I AM INTERESTED IN ___________________________________ + ______________________________________________________ + ______________________________________________________ + SEND ME FREE OF COST + + MAMMOTH ILLUSTRATED CATALOG __ + + BOOK OF HOUSE AND BARN PLANTS __ STRUCTURAL STEEL NEWS __ + HEATING AND PLUMBING GUIDE __ LINOLEUM BOOKLET __ + BOOK ON ROOFING, SIDING, ETC. __ GASOLINE ENGINES __ + CLOTHING FOR MEN AND BOYS __ LADIES' WEARING APPAREL__ + SEWING MACHINE BOOK __ HARNESS AND VEHICLES __ + PUT CROSS IN SQUARE OPPOSITE BOOKS YOU WISH + + MY NAME__________________________________________ + TOWN__________________________ STATE ____________ + R.F.D.___________ BOX NO.________ ST. NO.________ + + * * * * * + +_This coupon, used in advertisements and in printed matter, make +it extremely easy to send for information on special subjects_ + + * * * * * + + +SCHEME 2--THE LAST CHANCE TO BUY + +If it is desired to come right back at a prospect, some such +paragraph as this is written: + + +"Only 46 sets left! The success of our special offer surpassed all +expectations. It will be necessary to issue another edition at once. +The style of binding will be changed but otherwise the two editions +will be the same. As we do not carry two styles on hand, we are +willing to let you have one of the 46 remaining sets at the SAME +TERMS although our special offer expired Saturday night." + + * * * * * + +And this appeal may pull even better than the first one--provided +the proposition is "on the square." It is hard to put sincerity into +a letter that is not based on an absolute truth. If "Only 46 sets +left" is merely a salesman's bluff when in fact there are hundreds +of sets on hand, the letter will have a hollow ring. + + * * * * * + + MAKING IT EASY TO ANSWER + CREATING DESIRE + TIME LIMIT + LIMITED NO. OF ARTICLES + CUT PRICE + SPECIAL TERMS + RESERVATION OF STOCK OR MACHINE + EVADING THE COST + FREE TRIAL OFFER + GUARANTEE + DEFERRED PAYMENTS + "SEND BILL" + NOT AN EXPENSE--AN INVESTMENT + ENCLOSURES + ORDER BLANKS + POST CARDS + MONEY ORDER APPLICATIONS + COIN CARDS + ADDRESSED ENVELOPE + + * * * * * + +Sincerity is the hardest thing in the world to imitate in a letter +and absolute confidence is the key-stone to all mailorder selling. + +There are plenty of plausible reasons for making a time limit or a +special offer. A large publishing house, selling both magazines and +books by mail occasionally turns the trick by a human interest +appeal: + + +"I told the business manager that I believed I could bring our +August sales up to equal those of the other months. + +"He laughed at me. Always before they have fallen off about twenty +per cent. + +"But I am going to do it--if you'll help me." + + * * * * * + +Then the sales manager went on with a special offer; it was a +legitimate offer which made a real inducement that proved one of the +most successful the firm ever put out. + + +SCHEME 3--LOW PRICES DURING DULL SEASONS + +In making a special price the prospect must be given some plausible +reason and sincere explanation for the reduction. A special +arrangement with the manufacturer, cleaning out of stock, an +introductory offer--some valid reason; and then state this reason in +a frank, business-like way, making the story interesting and showing +where it is to the advantage of both the prospect and yourself. + + +"Just to keep my men busy during the dull season I will make an +extra pair of trousers at the same price ordinarily charged for a +suit, on orders placed during July and August." + + * * * * * + +This offer sent out by a merchant tailor brought results, for he had +a good reason for doing an extra service--he wanted to keep his help +busied during the quiet months and the customer took advantage of +the inducement. + + +SCHEME 4--CUT PRICES IN EXCHANGE FOR NAMES + +"If you will send us the names of your friends who might be +interested" and "if you will show it to your friends" are familiar +devices for they present a plausible excuse for cutting a price and +serve the double purpose of giving the manufacturer or merchant new +names for his mailing list. "A free sample if you send us your +dealer's name" is reasonably certain to call for an immediate reply +from most women, for they are always interested in samples. + +Making a special introductory offer on some new device or appliance +is certainly a legitimate reason for cutting the price. It is an +inducement, moreover, that possesses a peculiar strength for a man +likes to be the first one in his vicinity or in his line of business +to adopt some improved method or system. + + +SCHEME 5--THE SPECIAL "INTRODUCTORY PRICE" + +There can be no excuse for the carelessness that makes a "special +introductory price," and later in the same letter or in a follow-up +calls attention to the "many satisfied users in your section." Be +sure your reason is real--then it rings true and incites prompt +action like this offer: + + +The Wright Copy Holder sells the world over for $3.00. We are +certain, however, that once you see the holder actually increasing +the output of your own typist you will want to equip your entire +office with them. So, for a limited time only, we are going to make +you an introductory price of $2.25. Send to-day for one of these +holders and give it a thorough trial. Then any time within thirty +days, after you have watched the holder in actual use and seen it +pay for itself, in actual increased output, order as many more as +you want and we will supply them to you at the same introductory +price of $2.25 each. After that time we must ask the regular price. + + * * * * * + +This is convincing. The prospect feels that if the holder were not +all right it would not be sold on such terms, for the manufacturers +expect that the one holder will give such satisfaction that it will +lead to the sale of many more. + + +"Enclose $2.25 now in any convenient form and let the holder +demonstrate for itself what it can save you every day. Don't wait +until tomorrow--but send your order today--right now." + + * * * * * + +This is the closing paragraph and if you are at all interested in +copy holders it is likely you will place an order "NOW." And if you +don't and if the order is not placed within ten days, the offer may +be extended for two weeks and after that a "ten-day only" offer may +pull forth an order. + + +SCHEME 6--SPECIAL TERMS TO PREFERRED CUSTOMERS + +A brokerage firm has found that a "Pre-public announcement special +offer to preferred clients only" in placing stocks and bonds is a +good puller. The recipient is flattered by being classed with the +"preferred clients" and is not unmindful of the opportunity of +getting in on the proposition before there is any public +announcement. + + * * * * * + + DATE _____________________ + + WILSON SAFETY RAZOR CO. + + DEAR SIRS:--PLEASE SEND ONE STANDARD WILSON SAFETY RAZOR (PRICE + $3.00) + + VERY TRULY YOURS. + (YOUR) NAME _______________________ + STREET AND NO _____________________ + CITY ______________ STATE _________ + + ------------------------------------------------------------------ + + IF THE RAZOR IS TO BE SENT THROUGH YOUR DEALER FILL OUT BELOW + (DEALER'S) NAME ___________________ + ADDRESS ___________________________ + CITY ______________ STATE _________ + + IF YOU PREFER THAT WE SEND RAZOR DIRECT TO YOU, PLEASE ENCLOSE + REMITTANCE IN EITHER OF THE FOLLOWING FORMS CASH (REGISTERED + MAIL), MONEY ORDER, NY BANK DRAFT CHECK + + THE WILSON SAFETY RAZOR CO OR THE DEALER WHO EXECUTES THIS ORDER + IN ACCEPTING THE $3.00 FOR THE SAFETY RAZOR AGREES WITH THE + PURCHASER THAT IT IS SOLD ON 30 DAYS TRIAL WITHOUT ANY OBLIGATION + OR LIABILITY FOR USE DURING THAT PERIOD. IF FOR ANY REASON THE + PURCHASER DESIRES TO RETURN IT WITHIN THAT PERIOD THE SELLER UPON + SHALL UPON RECEIPT THEREOF REFUND THE $3.00 + + THE WILSON SAFETY RAZOR CO. + + * * * * * + +_This form of post card provides for two methods of ordering--the +customer may take his choice_ + + * * * * * + +In influencing prompt action the time element and the special price +are not the only "Act Now" inducements although they are the most +common. A man had written to a firm that makes marine engines for +prices but the first two or three letters had failed to call forth +any further correspondence. So the sales manager wrote a personal +letter in which the following paragraph appeared: + + +"In looking over our correspondence I notice that you are +particularly interested in a 2-horse power engine. I have an engine +of that size on hand that I think will interest you. We have just +received our exhibits from the Motor Boat Shows. Among these I +noticed a 2 H.P. engine and remembering your inquiry for this size +engine, it occurred to me that this would make you an ideal engine +for your boat." + + * * * * * + +This was cleverly worded, for although the company would contend +that the exhibits were taken from stock, the possible buyer would +feel confident that the engine exhibited at the show had been tested +and tried in every way. If he were in the market at all, this would +probably prove a magnet to draw an immediate reply--for it is always +easy to reply if one is sufficiently interested. + + +SCHEME 7--HOLDING GOODS IN RESERVE + +This "holding one in reserve for you" has proved effective with a +typewriter company: + + +"The factory is working to the limit these days and we are behind +orders now. But we are going to hold the machine we have reserved +for you a few days longer. After that we may have to use it to fill +another order. Sign and send us the enclosed blank to-day and let +us place the machine where it will be of real service to you. +Remember it is covered by a guarantee that protects you against +disappointment. If you don't like it, simply return it and back +comes your money." + + * * * * * + +Bond brokers frequently use this same idea, writing to a customer +that a block of stock or a part of an issue of bonds had been +reserved for him as it represented just the particular kind of +investment that he always liked--and reasons follow showing how +desirable the investment really is. + +In one form or another this scheme is widely used. When the order +justifies the expense, a night telegram is sometimes sent stating +that the machine can be held only one day more or something like +that. This only is possible on special goods that cannot be readily +duplicated. + +In all these offers and schemes the price is kept carefully in the +background. Many firms never mention the price in the letter, +leaving that for the circular, folder or catalogue. + + +SCHEME 8--THE FREE TRIAL OFFER + +Instead of the price being emphasized, it is the free trial offer or +the absolute guarantee that is held before the reader. + + +"Without even risking a cent you can use the Wilbur on your farm +free for 30 days. We will ship it to you, freight prepaid, with the +plain understanding that, should the Wilbur not come up to every +claim we make for it, we will take it off your hands, for we don't +want anyone to keep the Wilbur when he is not satisfied with it. +Thus, we agree to pay ALL charges and take ALL risk while you are +testing and trying the Wilbur for one whole month. + +"You see, we have a great deal of confidence in the Wilbur or we +could not afford to make you this square and generous offer, which +leaves it entirely to you to say whether or not the Wilbur Fanning +Mill is a practical and money-making success. Since the 30 days' +free trial proposition puts you to no risk whatever, you should take +advantage of this opportunity and have a Wilbur shipped right away +on the free trial basis. + +"To prove it, all you have to do is to fill in, sign and mail this +card. After 30 days you CAN return the machine if you are willing." + + * * * * * + +Not a word about price. All about the free trial and the fact that +you are to be the judge of the machine's value. + +And not only the free trial but the absolute guarantee is +emphasized. "Your money back if not satisfactory" is the slogan of +every successful mail-order house. Frequently a facsimile of the +guarantee accompanies the letter; always it is emphasized. + + +SCHEME 9--THE "YOUR MONEY BACK" OFFER + +A manufacturer of certain machines for shop use wastes little time +in describing the machine or telling what all it will do. The broad +assertion is made that after a month's use it would not be sold at +the price paid for it, and instead of arguing the case and +endeavoring to prove the statement, the company strives to make it +easy to place a trial order. Here are two of the three paragraphs +that make up one of its letters: + + +"To prove it, all you have to do is to fill in, sign and mail this +card. After 30 days you MAY return the machine if you want to. + +"Try it out. Never mind what we might SAY about the uses your shop +men would be getting out of it--FIND OUT. It is easy. Just send the +card." + + * * * * * + +This is simplicity itself. The writer does not put us on the +defensive by trying to argue with us. We are to be the judge and he +compliments us by the inference that we "don't need to be told" but +can judge for ourselves as to whether it is worth keeping. The price +is held in the background and the actual ordering is nothing more +than to sign a post card. There is no reason at all why we should +delay; we could hardly turn the letter over to be filed without +feeling that we were blind to our best interest in not replying. + + +SCHEME 10--THE DISCOUNT FOR CASH + +Publishers of a magazine angle for renewals without boldly snatching +for a man's pocketbook, by this presentation: + + +"Simply tell us _NOW_ to continue your subscription. Remit at your +convenience. Better still, wrap a $1.00 bill in this post card--and +mail to us today. We will send not only the twelve issues paid for, +but will--as a cash discount--extend your subscription an extra two +months." + + * * * * * + +Here the cost is brought in almost as an afterthought, yet in a way +that actually brings the cash with the renewal. + + +"Fill out the enclosed order and the goods will be shipped at once +and billed in the regular way." + + * * * * * + +The payment is not in sight--it hasn't yet turned the corner. +"Billed in the regular way" catches our order where we would +postpone action if it meant reaching down into our pockets and +buying a money order or writing out a check. The payment looks afar +off--and it will not seem so much if the account is paid along with +the rest of the bills at the first of the month. + + +SCHEME 11--THE FIRST INSTALLMENT AS A "DEPOSIT" + +Where goods are sold on "easy terms" and a first payment required, +many correspondents refer to the remittance as a "deposit." In the +strong guarantee it is expressly stated that in case of +dissatisfaction, the "deposit" will be returned. + +Even the deferring of the payment a few days helps to pull an order. +It is not that a man is niggardly or that he does not want the +article but it is the desire, rooted deep in human nature, to hold +onto money after it has been hard earned. + + +"To facilitate your prompt action, I am enclosing a convenient +postal card order. Our shipping department has had instructions to +honor this as readily as they would your check. There is no need to +send the customary initial payment in advance. Simply sign and mail +the enclosed card; when the file comes, pay the expressman the first +payment of $2.00." + + * * * * * + +Here the payment was very small and it was deferred only a few days, +but long enough to make it _seem easier_, and the orders were much +larger than when cash was required with the order. + + +SCHEME 12--SENDING GOODS FOR INSPECTION + +"Take no risk" is the reassuring line in many advertisements and +letters. "Send no money--take no risk. We do not even ask you to +make a deposit until you are satisfied that you need the Verbest in +your business. Simply send the coupon today and the Verbest goes +forward at our risk." + +Such offers pull best when simply worded and contain some such +phrase as "Without obligation on my part, you may send me." It gives +reassurance that there is no catch and inspires the confidence that +is the basis of the mail-order business. + +Then there is the argument that the device or equipment will pay for +itself--a powerful leverage when rightly applied. + +Here is the way the manufacturer of a certain machine keeps the cost +in the shadow: + + +"There is no red tape to go through. Simply sign the enclosed blank +and forward to-day with the first payment of $3.00. The Challenge +will go forward promptly. And the balance you can pay as the machine +pays for itself--at the rate of seventeen cents a day." + + * * * * * + +Simple, isn't it? You forget all about the cost. The paragraph is a +cleverly worded "Do it now" appeal and the cost is kept entirely in +the background. + + +SCHEME 13--THE EXPENSE VERSUS THE INVESTMENT ARGUMENT + +A companion argument is that the device is not an expense but an +investment. Here there is no attempt to put the cost price in the +background but to justify the outlay as a sound investment--a +business proposition that is to be tested by the investment +standard. This is a strong argument with the shrewd business man who +figures the value of things not on the initial cost, but upon the +profits they will earn and the dividends they will pay. + +The whole proposition must be shaped in such a way that it is easy +for the prospect to buy. He must want to buy--and the experienced +correspondent realizes that every word and phrase must be avoided +that is capable of being misconstrued. There are no details so small +that they do not have a bearing on the success of a campaign. + + +SCHEME 14--THE RETURN POSTAL FILLED IN FOR MAILING + +And now that you have made clear your proposition and shown your +proof, now that you have led your prospect to the buying point, the +next step is to make him send you the order. And the only way to do +this is to follow the example of the good salesman: put the pen in +his hand, your finger on the dotted line, and slip the order blank +before him. The salesman does these things because he knows that he +might lose the sale if he asked his prospect to hunt up a pen, a +letterhead and some ink. He knows the value of making it easy to +buy. And in selling by mail you must do the same. Don't guide him on +to a decision to order and then leave him at sea as to how to do it. +Show him exactly what to do. It is easy enough simply to say, "Write +me a letter," or, "send me $2.00." The very man you want most to +sell may not know how to write a clearly worded order. Even if he +does, the fact that you ask him to go to the trouble of getting his +writing materials may serve to postpone the act and lose him the +desire to buy. So give him the order ready to sign, with as few +changes as possible required. And give him an addressed return +envelope to send it in. If no money is to be sent with the order, +put it on a post card. "Sign and mail the card" borders on the +extreme of simplicity in buying. + +You cannot be too simple in your method of soliciting orders. +If your proposition will admit of saying, "Pin a dollar bill to this +letter and mail," say it. If more details are needed, make them +as simple as possible. + + * * * * * + + JOHNSON DYE ORDER AND COIN CARD + (BE SURE TO ADDRESS YOUR ENVELOPE VERY PLAINLY) + + JOHNSON DYE COMPANY BOSTON, MASS. + + SEND ME __ PACKAGES OF JOHNSON DYES, AT TEN CENTS EACH, AS + MARKED IN THE ORDER BLANK BELOW. I ENCLOSE IN THIS COIN ENVELOPE + BELOW, TOTAL + + SIGN VERY PLAINLY _______ CENTS + + NAME______________________________________ + ADDRESS_________NUMBER, STREET, OR BOX, POST OFFICE, COUNTY, STATE + ------------------------------------------------------------------ + DON'T FAIL TO FILL OUT THIS [words behind HAS HE (ANY) JOHNSON + drawing of DYES FOR WOOL?_____ + MY DEALER'S NAME_________ envelope] HAS HE (ANY) JOHNSON + DYES FOR COTTON?____ + ADDRESS__________________ HAS HE THE JOHNSON + DYE COLORS ORDERED + WRITE PLAINLY BELOW? _____ + ------------------------- -------------------- + JOHNSON DYES JOHNSON DYES + FOR WOOL FOR COTTON + + _______LIGHT BLUE _______LIGHT BLUE + _______DARK BLUE [Envelope: PUT _______DARK BLUE + _______NAVY BLUE YOUR MONEY, COIN _______NAVY BLUE + _______BROWN OR BILL IN HERE] _______BROWN + _______SEAL BROWN _______SEAL BROWN + _______GREEN _______GREEN + _______DARK GREEN _______DARK GREEN + _______PINK _______PINK + _______SCARLET _______SCARLET + _______CRIMSON _______CRIMSON + _______CARDINAL RED _______CARDINAL RED + _______TURKEY RED _______TURKEY RED + _______GARNET _______GARNET + _______BLACK _______BLACK + _______PURPLE _______PURPLE + _______YELLOW _______YELLOW + _______ORANGE _______ORANGE + _______GRAY _______GRAY + + * * * * * + +_A manila enclosure that contains a small envelope suitable for +sending coins or bills. The directions not only cover all points on +the order but give the company information for its follow-up_ + + * * * * * + + +SCHEME 15--THE MONEY ORDER READY FOR SIGNATURE + +If you want him to send a money order, help him to get it by +enclosing a money order application filled in except for his name. + +Avoid the possibility of giving the order blank a legal appearance. +Simply have the order say, "Send me ----" and as little more as is +necessary. Show the prospect that there are no strings or jokers in +your blank. Make it so simple that there is no possibility of +misunderstanding its terms. + +If the article is one that is sold in much th same way to every +purchaser, it is best to print the entire order, leaving only the +date line and the signature line blank. If the purchaser has to +choose between two styles of the article or between two quantities, +the order blank may be printed, so that the quantity not wanted may +be crossed out. + + +SCHEME 16--ORDERING BY MARKS + +In dealing with an unlettered class of people, it is well to put a +footnote in very small type under optional lines or words and to +instruct the purchaser to "Cross out the style you do not want" or +"Put an X opposite the quantity ordered." + +In case of articles that are sold for cash and also on the easy +payment plan, it is better to have two separate order blanks printed +on different colors of paper, one plainly headed "Cash Order Blank," +and the other "Easy Payment Order Blank." Avoid the "Instalment +Plan." The name has lost standing of late; the wording "Easy Payment +Plan" is better and more suggestive. + + +SCHEME 17--THE COIN CARD + +The coin-card method is a winner for sales under a dollar. The card, +with its open holes inviting the quarter or the fifty-cent piece, +and the order blank printed conveniently on the flap--captures much +loose money. + +The post office department will furnish money order applications +with the name of the advertiser printed in the proper spaces. These +printed applications should be sent for the prospect's convenience +in cases where a money order is likely to be used. They insure that +the advertiser's name will come before postmaster's written in the +preferred form, and they also relieve much of the hesitancy and +embarrassment of the people that do not know how to make out an +application. + + +SCHEME 18--SENDING MONEY AT THE OTHER FELLOW'S RISK + +One of the best schemes for easy ordering invited the reader to fold +a dollar bill in the letter "right now" and mail the letter at the +risk of the firm. That effective closing removed the tendency to +delay until a check or a money order could be secured. It took away +the fear of loss in the mails. It largely increased the returns of +the letter. + +It is sometimes an excellent plan to suggest that the reader sign +and mail at once a postal card that is enclosed. If there is an inch +or two of space at the bottom of the letter, a blank order or +request may be written there that needs only a signature to make it +complete. In the closing paragraph, direct the reader to sign and +return the slip. + +An addressed envelope should always be enclosed. It will not always +be used, but it will be used by most people, and it assures the +correct address and facilitates the handling of incoming mail. + + + + +How To Write Letters That +_Appeal_ To WOMEN + +PART VI--THE APPEAL TO DIFFERENT CLASSES--CHAPTER 22 + + +_The two-page letter which a man would toss into the waste basket +unread may be read by a woman with increasing interest at each +paragraph. The average woman does not have a large correspondence; +her mail is not so heavy but what she_ FINDS TIME TO READ EVERY +LETTER THAT APPEALS TO HER EVEN SLIGHTLY. _The printed heading may +show a letter to be from a cloak company. She doesn't really need a +new coat--and anyhow she could hardly afford it this fall--but she +would just like to see what the styles are going to be like--and it +doesn't cost anything to send for samples. Yet if the writer of the +letter is skilled and understands the subtle workings of a woman's +mind_, THE CLOAK IS HALF SOLD BY THE TIME SHE FILLS OUT THE POSTAL +CARD. _This chapter tells why_ + + * * * * * + +The more personal a letter is made the more successful it will +prove. Several large mail-order houses, handling thousands of +letters every day, are gradually abandoning the use of form letters, +making every communication personal. The additional expense is of +course great but the increased business apparently justifies the new +policy. + +The carelessness that sends out to women form letters beginning +"Dear Sir" has squandered many an advertising appropriation. A man +might not notice such a mistake or he might charitably blame it onto +a stupid mailing clerk, but a woman--never. + +The mail-order houses with progressive methods not only guard +against inexcusable blunders and tactless letters but they are +studying the classes and the individuals with whom they are dealing. +A mail may bring in two letters--one, from a farmer, laboriously +scrawled on a bit of wrapping paper; the other, from a lady in town, +written on the finest stationery. Both may request catalogues and +the same printed matter will be sent to each, but only the amateur +correspondent would use the same form letter in reply. + +The book agent who rattles off to every prospect the set speech +which the house furnished him with his prospectus either throws up +the work as a "poor proposition" or changes his tactics, and the +form letter that tries to wing all classes of individuals is most +likely to miss all. + +In making an appeal to women, the first thing to be considered is +the stationery. Good quality of paper is a sound investment. Saving +money by use of cheap stationery is not economy for it prejudices +the individual against the sender before the letter is ever opened. + +Firms that cater to women of the better class follow out the current +styles in writing paper. The "proper" size and shape of sheet and +envelope immediately make a favorable impression. Various tints may +be used to good effect and, instead of a flaring lithographed +letterhead, the firm's monogram may be stamped in the upper +left-hand corner. The return card on the envelope should not be +printed on the face but on the reverse flap. Such a letter is +suggestive of social atmosphere; it is complimentary to the lady. + +In beginning the letter it should strike at some vulnerable spot in +feminine nature--but it must be so skillfully expressed that the +motive is not apparent. If the line is anything that can be shown by +sample, manage to work into the very beginning of the letter the +fact that samples will be mailed free upon request. Women never tire +of looking at samples; they pull thousands of orders that could +never have been landed with printed descriptions or illustrations. A +most successful house selling suits and cloaks has proved +conclusively that nothing will catch the attention of a woman so +quickly as an offer of free samples or some reference to style and +economy in woman's dress. It urges upon its correspondents the +desirability of getting in this appeal in the very first sentence. + +Letters from this house begin with some pointed reference: "Becoming +styles, we know, are what you want, together with quality and the +greatest economy." Or, "You know we guarantee you a perfect-fitting +suit, of the prettiest materials in the market--whatever you may +select." + +This letter has the personal signature of the sales manager: + + +Dear Madam: + +I have been intending to write you ever since you sent for your +REPUBLIC Style Book, but I have been so busy in connection with our +new building as to hardly find time. + +But you are no doubt now wondering just why, out of the many, many +thousand requests for the REPUBLIC Style Book, I should be so +particularly interested in yours. And so I am going to tell you +frankly my reason. + +It is this: In your community there is only a very small number of +all the ladies who wear REPUBLIC Suits, and they ALL should wear +them--and WOULD wear them if they could but be made to know the real +beauty of our suits. I want to show them just how beautiful a +REPUBLIC Suit can be. + +So I ask you, would you like to have made for you this season, the +most beautiful suit you ever had? + +Would you like now, a suit more stylish, better fitting, more +becoming, better made--MORE PERFECT--than any other suit you have +had? + +If this interests you at all, then I am ready personally to see to +it for you. + +A suit that is different from the ones worn by your acquaintances is +what I am now speaking of; not different because made of some +unusual material, or in some over-stylish design, but different +because BETTER. It is the difference of QUALITY, of genius in its +cutting, that I want your friends and neighbors to see and admire in +your suit. + +Now I am going to say to you very frankly that I have a reason for +wanting to make your suit attract the admiration of your friends. I +wish your suit to convince THEM that they, too, should have their +suits made by the REPUBLIC. + +Would you care to have me tell you just how I propose to put this +unusual grace and style into your suit? First, everything depends +upon the LINES of a suit--if its lines are beautiful, the suit is +beautiful. Now we have at the REPUBLIC a chief designer, who is a +genius in putting the greatest beauty and grace into the lines of +his models. + +We say he is a genius, because a man can be a genius in designing +just as a musician or any exceptionally skillful man may be said to +be a genius. And when a highly trained cutter and an expert tailor +make up one of this man's designs, the result is a suit that stands +apart from all others, by reason of the attractiveness there always +is in grace and style and beauty. + +Such is the suit I offer to have made for you. + +But there is to be no increased cost to you for this special +service. The price of every REPUBLIC Made-to-Measure Suit is plainly +stated under its description in our Style Book. That is all you'll +have to pay. + +If you wish you can have a dressmaker take your measurements and we +will pay her for her trouble, as explained on the enclosed +Dressmaker's Certificate. Please read this certificate. + +"Now, what am I to do?" you ask. Simply send your order to me +personally. Just say, "Make my suit as you agree in your letter." + +Now if you wish other samples or information, write to me personally +and I will take care of it for you. But, the sooner you get yojir +order to me the better. + +Please consider that we, at the REPUBLIC, will always be glad to be +of service to you. I, especially, will be pleased to have the +opportunity of making you a suit of which you can be proud and of +which we will be glad to have you say, "This is a REPUBLIC Suit." + +Shall I hear from you soon? + +Yours very respectfully, +[Signature: G. L. Lawrence] + + * * * * * + +This letter was sent out on very tasty tinted stationery. It was +written by someone who understood the subtle processes of the +feminine mind. In the first place the lady is flattered because the +sales manager himself writes to her and offers to give her order his +personal attention. Surely an opportunity to secure the very best +suit the house can turn out! + +"It is the difference of _QUALITY_, of genius in its cutting, that I +want your friends and neighbors to see and admire in your suit." No +fulsome flattery here; it is so delicately introduced that it +appears entirely incidental, but the shaft strikes home. There is +just enough left unsaid to stir the imagination. The logic and the +matter-of-fact argument that would appeal to the man gives way to +suggestion and persuasion and the necessity for prompt action is +tactfully inserted at the proper place. + +In another letter from the same house the prospect was impressed by +the great care used in making up garments: + + +"In order that your measurements may be taken exactly right, we send +you with this letter a 'Republic' Tape Measure. This is the same +kind that our cutters use and it is entirely accurate. + +"We send this tape measure to you because we want to avoid the least +possibility of variation in your measurements. We want to make your +suit perfect, and we will personally see to every detail of its +making." + + * * * * * + +No battery of arguments and proofs could make the same appeal to the +woman as the tape line sent in this way. The suggestion is more +powerful with a woman when skillfully handled than statements, +assertions and arguments. Compare the subtle appeal in the above to +the paragraphs taken from a letter sent out by a house that was +trying to enter the mail-order field: + + +"We want you to read our booklet carefully for it explains our +methods of doing business fully. We are very particular about +filling orders and know you will be pleased with any suit you may +buy from us. + +"Our financial standing should convince you that if anything is not +right we will make it so. We guarantee satisfaction and solicit a +trial order." + + * * * * * + +In the first place, the average woman would know nothing about the +financial standing of the house. It is evident that the man who +wrote the letter had been handling the correspondence with dealers +and firms that necessarily keep posted on the rating of +manufacturers. And the way the proposition is stated that "if +anything is not right we will make it so" suggests that possibly the +suit might not be satisfactory. + +But while women are susceptible to flattery there is danger of +bungling, of making the effort so conscious that it is offensive. +"Your natural beauty will be enhanced by one of our suits for our +cutter understands how to set off a woman's form and features so she +is admired wherever she goes." The average woman is disgusted and +reads no further. + + * * * * * + + HOW DIFFERENT ARGUMENTS APPEAL TO WOMEN + + Style _Foremost consideration_ + Price _Secondary consideration_ + Quality _Slight_ + Exclusiveness _Valuable_ + Service _Minor importance_ + Sentiment _Effective_ + Flattery _Expedient_ + Testimonials _Impressive_ + Reputation _Desirable_ + + * * * * * + +Mere cleverness in expression will fall wide of the mark and +facetiousness should be strictly avoided. It is better to depend on +a very ordinary letter which will have little effect on the reader +one way or the other than to offend her by too obvious flattery or +an apparent attempt to make capital from a feminine weakness. + +Arouse her curiosity--the curiosity of woman is proverbial, and a +general store at Nettleton, Mississippi, found a "Cousin Elsie" +letter, mailed at Atlanta, Georgia, to be the most effective +advertising it ever sent out, for it aroused the greatest curiosity +among the women of Nettleton. Here is a letter just as it was sent +out, the name of the recipient filled in on the typewriter: + + +My Dear Cousin:-- + +I know you will be surprised to get this letter. I spent such a +delightful Winter in California and wished so often that my dear +Nettleton kin could be with me. + +On my return trip, I met the Wilson Piano Co's Manager. He told me +the Nettleton Supply Co. was giving away one of its $400.00 pianos +this year in advertising. I do hope that some of my ambitious +Cousins will get to work and get it. It will certainly be worth +working for. + +Then what do you think? The first thing when I came to the office +this morning, I made an invoice of the Millinery that the Nettleton +Supply Co's buyer had bought of our house and I was certainly +surprised to know that such beautiful stuff is sold in a small town +like Nettleton. Our salesman said that this is one of the nicest +bills that he has sold this season. + +I met the buyer and talked with her about all of you and promised to +attend the Spring opening. I know it will be one of the best the +house has had, as it will have so much pretty stuff to show. + +I will have only a day or two and I want to ask you and all my +Cousins to meet me at this opening. I am anxious to see you and this +will be a good opportunity for us to meet. Don't fail to meet me. + +I have lots of work to do and must bring this letter to a close. +With a heart full of love for all the dear old Nettleton folks and +an extra lot for you, from, + +Your Cousin, +Elsie. + +P.S.--Don't fail to come to the opening. I will be there if +possible. Miss Smiley will let you know when to come. Buy a pair of +Peters' shoes this Spring; you will never regret it. + + * * * * * + +Such letters could not be used very often but occasionally they are +immensely effective. "Mrs. Elliott's troubles and how they were +cured" have become famous in some parts of the country. Written in +long hand, they bore every resemblance to a social letter from a +lady to some old neighbor and told how many of her housekeeping +troubles had been ended by using a certain kind of furniture polish. +The letters were written in such a chatty style that they were read +through and passed around to other members of the family. + + +My dear: + +I know you will be surprised to hear from me and I may as well +confess that I am not altogether disinterested in writing you at +this time but I am glad to say that the duty imposed upon me is a +pleasure as well. + +You know some time ago after I had painted my floors, I wrote the +company whose paint I used and they put my experiences in the form +of a little booklet entitled "Mrs. Elliot's Troubles." + + * * * * * + +_This is the first page of a facsimile hand-written letter that +proved highly successful as it appealed to feminine curiosity and +insured careful reading_ + + * * * * * + +The appeal to women must hover around her love of style and her +desire for economy. Bring in either subject deftly at the beginning +of a letter and she will be an interested reader of all the sales +talk that follows. + +Several mail-order houses have trained women to handle this part of +their correspondence for they are more apt in the use of feminine +expressions. Let a man try to describe some article as "perfectly +splendid," or "really sweet" and he will stumble over it before he +gets to the end of the sentence. Yet when these same hackneyed +phrases are brought in naturally by a woman who "feels just that +way" about the garment she is describing, they will take hold of the +reader in a way that is beyond the understanding of the masculine +mind. + +In the appeal to women there is more in this tinge of off-hand +refinement, the atmosphere, the enthusiasm shown and in the little +personal touches, than in formidable arguments and logical reasons. +What is triviality to a man is frequently the clinching statement +with a woman. And so a fixed set of rules can not be formulated for +writing letters to women. Instead of a hard and fast rule, the +correspondent must have in mind the ideas and the features that +naturally appeal to the feminine mind and use them judiciously. + + +Dear Madam: + +This mail is bringing to you a copy of our new catalogue, describing +our complete line of Hawkeye Kitchen Cabinets. + +The catalogue will tell you how you can do your kitchen work in half +the usual time. + +It will tell you how to save your strength, time, and energy--how to +relieve yourself of the burden of kitchen drudgery. + +Aren't these things worth looking into? + +Just try counting the unnecessary steps you take in preparing your +next meal. Calculate the time you lose in looking for articles that +should be at your fingers' ends but are not. + +Imagine, if you can, what it would save you if you could do away +with your pantry, kitchen table, and cupboard and get all the +articles needed in the preparation of a meal in one complete +well-ordered piece of furniture that could be placed between the +range and sink, so you could reach almost from one to the other. +Think of the steps it would save you. + +Imagine a piece of furniture containing special places for +everything--from the egg beater to the largest kitchen utensil--a +piece of furniture that would arrange your provisions and utensils +in such a systematic way that you could (in the dark) find almost +anything you wanted. + +If you can draw in your mind a picture of such a piece of furniture, +you will have some idea of what a Buckeye Kitchen Cabinet is like. + +How, don't you want one of these automatic servants? Don't you think +you need it? + +If so, send for one NOW. Don't put it off a single day. You have +been without it too long already. + +It doesn't cost much to get a Hawkeye. If you don't care to pay +cash, you can buy on such easy payments that you will never miss +the money--only five cents a day for a few months. You would think +nothing of paying five cents a day street-car fare to keep from +walking a few blocks in the pure air and sunshine, yet you are +walking miles in your kitchen when one streetcar fare a day for a +few months would do away with it. + +Send your order right along and use the Cabinet thirty days. If it +doesn't do what we say it will, or if you do not consider that it is +more than worth the money, send it back at our expense and we will +refund whatever you have paid. That's fair, isn't it? + +We pay freight on all-cash orders + +Yours truly, +[Signature: Adams & Adams] + + * * * * * + +_This letter is written in an easy, natural style, which is aided by +the short paragraphs. The appeal to the imagination is skillful, and +the homely illustration of the car-fare well chosen. The closing is +in keeping with the general quality of the letter and was +undoubtedly effective. This letter is a longer one than the man +would read about a kitchen cabinet, but there are not too many +details for women readers_ + + * * * * * + +All women, for instance, are influenced by what other women do, and +there is no other touch more productive of sales than the reference +to what some other customer has ordered, or what comments she has +made. Both in educational campaigns and in writing to regular +customers on some specific proposition it is a good policy to work +in some reference to a recent sale: + + +"One of our very good customers from your neighborhood writes us +that her new suit (Style 3587) has caused her more perfectly +delightful compliments than she ever had before." + + * * * * * + +Such testimonials are to be found in every mail-order house that has +attained even a moderate success, for women who are pleased are +given to writing letters profuse in their expressions of +appreciation. + +At times it is desirable to quote a whole letter, withholding, of +course, the name of the writer. The most convincing letters to use +are those that tell about first orders, or how some friend induced +the writer to send in a trial order, or how she came to be a +customer of the mail-order house. These personalities add a touch of +human interest, they create an atmosphere that is real, they mean +much to a woman. + +Quoted letters are especially effective in getting a first order +after a woman has become sufficiently interested to write in for a +catalogue. Here is one lifted from a letter sent out by the general +manager of a suit house: + + +Dear Mr. Wardwell: + +You ask me to tell you how I came to send you my first order. + +I think I had written for your Style Book three seasons. Each time I +found many garments I liked. I found waists and dresses and skirts +that were much prettier than the ones I could get elsewhere. And +yet, some way or other, while I longed for these very garments, I +did not order them. I think it was simply because I never had +ordered by mail. + +One day when looking through your Style Book the thought came to me: +"If you want this dress, why don't you stop hesitating and wondering +and sit down right now and order it?" + +And I did--and ever since I have bought my suits, dresses, waists, +almost everything, from you. + + * * * * * + +Testimonial letters from prominent women, wives of distinguished +men and others whose names are widely known, are always +effective. A number of years ago Mrs. Frances Cleveland, wife of +the ex-president, wrote to a furniture factory for a cedar chest. +The order was in Mrs. Cleveland's own handwriting and the letter +was at once photographed and a facsimile enclosed with all the +letters and advertising matter sent out by the furniture house. +Such things have an influence on the feminine mind that the +skilled correspondent never overlooks. + +The reason that so many letters fail to pull is because the +correspondents are not salesmen; they are unable to put actual +selling talk into a letter. For after you have aroused a woman's +curiosity and appealed to her love of style and her desire to +economize, there has got to be some genuine, strong selling talk to +get the order. + +The difference is brought out by a large Chicago mail-order house +which cites the customer who inquired about a certain ready made +skirt in a 34-inch length which could not be supplied as the regular +measurements run from 37 to 43. A correspondent thinking only of the +number of letters that can be answered in a day simply wrote, "We +are very sorry we cannot supply the skirt you mention in the length +you desire, because this garment is not made regularly in shorter +lengths than 37 inches. Regretting our inability to serve you," and +so forth. + +The letter inspector threw out the letter and dictated another: + + +"We cannot furnish skirt, catalogue number H4982, in a 34-inch +length, but we can supply it in a 37-inch length; this is the +shortest length in which it is regularly made. You can have it +altered to a 34-inch length at a small expense, and as the skirt is +an unusually pretty style and of exceptionally good value, the price +being only $7.65, we trust you will favor us with your order." + + * * * * * + +This is letter-writing plus salesmanship. The correspondent did not +spill over in his eagerness to get the order; he did not describe +the skirt as the finest to be had nor insist that it was the most +wonderful bargain in the catalogue. Rather he told her it was an +"unusually pretty style and of exceptionally good value." It was so +simply told and so naturally that it carried conviction. It refers +to style and to economy--two things that appeal to every woman. + +Letters personally signed by the "Expert Corsetiere" of a large +wholesale house were mailed to a selected list of lady customers in +cities where the Diana corsets were handled: + + +Dear Madam; + +Here's an incident that proves how important corsets are in wearing +the new straight, hipless gowns. + +Mrs. Thompson, who is stouter than the new styles require, tried on +a princess gown in a department store. The gown itself was +beautiful, but it was most unbecoming and did not fit at all, tho it +was the right size for her. + +Mrs. Thompson was about to give up in despair saying, "I can't wear +the new styles"--when a saleswoman suggested that she be fitted with +a Diana Corset in the model made for stout figures. + +The result was that the princess gown took the lines of the corset +and fitted Mrs. Thompson perfectly. In fact the original lines of +the gown were brought out to better advantage. + +This only goes to prove that with a good corset any gown will drape +right and take the lines of the corset. + +You'll find it easy to wear the new long straight style gowns if you +wear a Diana corset in the model made for your style of figure. + +The Dianas are made after the same models as the most expensive +French corsets costing $10 to $25. Yet $1 to $5 buys a Diana. + +The Diana is not heavy and uncomfortable as so many of the new +corsets are this year. The fabrics from which they are made are +light and comfortable. At the same time, so closely meshed and +firmly woven that with reasonable wear every Diana corset is +guaranteed to keep its good shape and style or you will receive a +new corset without charge. + +The Diana dealer, whose card is enclosed, invites you to call and +see these new corsets. + +Will you go in to see the Diana today? + +Very truly yours, +[Signature: Grace La Fountain] + + * * * * * + +The letter is in a chatty style that assures its being read. It does +not say, "We have just the corset for you stout women"--but that is +what it means. It interests and appeals especially to the stout +women without reminding them offensively that they are too heavy to +wear the styles in vogue. + +The National Cloak Company has studied the methods that take firm +hold on the women and finds it necessary to bear down heavily on the +guarantee of satisfaction. Many women are inclined to be skeptical +and hesitate long before sending money to an unknown house. So the +National uses a guarantee tag insuring customers against +dissatisfaction, sending these tags out with the goods. It assures +the return of money if the order is not all right in every way and +further agrees to pay all the express charges. Free reference is +made to this tag in the company's letters and it gives a certain +concreteness to the guarantee feature. This tag makes its own +argument, proves its own case. + +Business men generally take it for granted that satisfaction goes +with the goods; their experience enables them to size up a +proposition quickly and if there is any flaw in the advertisements +or the company's methods, they pass it by. But women, not so +familiar with business affairs, must be approached from a different +angle. Little points must be explained and guarantees must be +strongly emphasized. The formal letter which appeals to a man by +going straight to the point would, by its very conciseness, offend +the vanity of a woman. + +The successful correspondent never overlooks the susceptibility of a +woman to flattery--but it must be the suggestion of flattery, the +implied compliment, rather than the too obvious compliment. + + +"The handsomest gown money will buy can't make you look well unless +your corset is the correct shape." + + * * * * * + +This is the opening sentence in a letter advertising a particular +corset. The lady is gracefully complimented by the intimation that +she wears handsome gowns, yet there is not the slightest suggestion +that the reference was dragged in as a part of the selling scheme. + +Instead of insinuating that she must buy cheaply, let it be hinted +that she is actuated by the very laudable motive of economy. "You +would scarcely believe that such delicious coffee could be sold at +20 cents--unless you happen to know that the flavor of coffee +depends largely upon the blending." Here the low price is emphasized +but there is no hint of forced economy; rather it suggests that the +best quality can be obtained without paying a high price. + + +"You can offer your most particular guest a cup of Regal coffee and +know she has never tasted a more delicious flavor and fragrance." + + * * * * * + +This is the beginning of a letter that successfully introduced a new +coffee. Here is a tactful compliment--the taking for granted that +the recipient entertains guests of some importance--guests who are +particular and will notice her coffee. There are few things that the +average woman is more concerned about than that her guests will be +pleased with her refreshments. The suggestion that she herself would +enjoy or even that her family would enjoy this coffee does not make +such direct appeal to a woman as this assurance that it will please +her particular guests. + +The house that uses the same kind of letter on men and women will +never score such big results as the firm that understands the +different processes of thinking and the different methods of making +the appeal. With the man it is reason, logic, argument; with the +woman it is suggestion, flattery, persuasion. The correspondent who +aims to establish a large mail-order trade with women must study +their whims, their prejudices, their weaknesses and their +characteristics before he can make an appeal that brings in the +orders and makes permanent customers of trial buyers. + +It is the little things--this subtle insight into feminine nature +that marks the successful selling letter to the woman. They are not +things that can be set down and numbered in a text book; they are +qualities of mind that must be understood and delicately handled. +Rightly used they are more powerful than irrefutable arguments and +indisputable facts. + + + + +How To Write Letters That +_Appeal_ to MEN + +PART VI--THE APPEAL TO DIFFERENT CLASSES--CHAPTER 23 + + +_ONE-HALF of the form letters sent out to men are thrown away +unread. A bare_ ONE-THIRD _are partly read before discarded, while +only_ ONE-SIXTH _of them--approximately 15 per cent--are read +through. The reason why such a large proportion is ineffective is +this: the letter-writer, through ignorance or carelessness, does not +strike the notes that appeal to every man. Here are some of the +subtle ways by which correspondents have forced the attention of_ +MEN _by appealing to traits distinctly masculine_ + + * * * * * + +If you received a dozen letters in your mail this morning it is +probable that there were just twelve different angles to the appeals +that were made. For most correspondents are not thinking about the +man they are writing to but are concerned solely with thoughts about +the propositions they have in hand--and that is why the great bulk +of the letters that are opened in the morning pause at the desk only +momentarily before continuing their way to the furnace room. It is +the exceptional correspondent who stops to analyze his letters, +looking at them from every viewpoint, and then tests out his +conclusions, trying one appeal after another until he evolves +certain principles that pull letter writing out of the class of +uncertainties and enable him to depend upon definite returns. + +For there are appeals that are practically universal. Appeal to a +man's ambition and you have his interest: larger income, better +position, some honor or recognition--touch these and no matter how +busy, he will find time to read your message. + + +You've got to have more money. + +Your salary, without income, is not enough. The man who depends upon +_salary alone_ to make him rich--well-to-do--or even comfortable, is +making the mistake of his life. For the minute you stop working, the +money stops coming in. Lose a day and you lose a day's pay--while +expenses go right on. + +Don't you think it's time you got Nature to work for you? A dollar +put into a peach orchard will work for you days, nights and Sundays. +It never stops to sleep or eat but keeps on growing--growing-- _from +the very minute you put your money in_. + +Think of the difference between a dollar invested with us and +increasing and yielding day by day and the dollar which you use to +purchase a few moments idle diversion or pleasure. The latter is +lost forever--the dollar put to earning with us earns forever. + + * * * * * + +"More money." That appeal strikes home. One glance at the letter and +a man is interested. He may not have money to invest but the other +letters will remain unopened until he finds out whether there is not +some plan or scheme that will actually mean more money to him. + +The correspondence schools recognized the force of this appeal and +developed it so systematically that it might be called the standard +correspondence school argument. + +Here is one of the best pulling arguments: + + +Pay-day--what does it mean to you? + +Does your money "go 'round?" Or does it fail to stop all the gaps +made by last week's or month's bills? + +Last week--according to actual, certified reports on file in our +office--A. B. C. men got their salary raised as a direct result of +becoming more proficient from studying A. B. C. courses. + +Don't you think it's time that salary raise was coming _your way_? + + * * * * * + +The same product--a correspondence course--may use the line of +appeal peculiarly appropriate to men--that of responsibility. Such a +letter leads out: + + +If your expenses were doubled tomorrow could you meet them--without +running heavily in debt? + +If you had to have more money on which to live--to support those +dependent upon you--could you make it? + +You could if you had the training afforded by our course; it has +doubled other men's salaries, it can do the same for you. + + * * * * * + +Next to the appeal to ambition in strength is this appeal to +responsibility. This is the burden of the arguments used by +insurance companies, savings banks and various investment companies. + +An insurance company marketing a particularly strong investment +policy, and which follows the plan of writing to the prospect direct +from the home office, finds that such a letter as this pulls: + + +Our Agent, Mr. Blank, no doubt has presented to you a majority of +the many advantages of a ---- policy in the ----. But we want you to +have in writing, and signed by an officer of the company, what we +regard as _the_ main reason you should be with us. + +No civilized man can evade responsibility. Should anything happen to +you, you are responsible for that loss--to your business--your +family--your friends. Is your responsibility great enough--without +the protection of the Regal Company--to "make good" your own loss? + + * * * * * + +But the kind of appeal to make is only one phase of the problem. Of +equal importance is the manner of making that appeal. + +On first glance it would be thought that the products which appeal +specifically and exclusively to men would be marketed by talking +points which have specifically and exclusively the masculine appeal. +But such is not the case. Men's clothes, as an instance, are +marketed on the talking points, "need for suitable dress," +"quality," "style," and similar arguments. These arguments are not +the ones appealing merely to men; women are just as much interested +in need of suitable dress and the quality and style of the garment +worn as are the members of the opposite sex. But the general talking +point may be extended, or rather restricted, so as to make an appeal +to men along the lines of their exclusive experience: + + +Clothes are the outward index of the inner man. + +The business man who dresses so as to show his inherent neatness and +orderliness has just that much advantage over his less careful +competitors. + +The employee who meets the responsibilities and niceties of good +business dress shows to his sharp-eyed employer that he is a man who +is liable to meet the niceties and responsibilities of a better +position. + +More than once has both business and advancement hinged on +appearance. And good appearance never handicaps--never holds a man +back. + + * * * * * + +HOW DIFFERENT ARGUMENTS APPEAL TO MEN + + Price _Foremost_ + Sentiment _Useless_ + Style _Slight_ + Quality _Important_ + Flattery _Doubtful_ + Exclusiveness _Seldom_ + Testimonials _Effective_ + Reputation _Reassuring_ + Service _Essential_ + + * * * * * + +This presentation is good "man copy" for it is based on that +universal attribute--the desire to "get on" in business and as an +employee. This letter has the right kind of appeal, rightly +presented. Compare that letter with the one sent out by a tailor to +the professional men of his city: + + +Dear Sir: + +I hope you will excuse the liberty I am taking in addressing you +personally, but as it is on a matter that affects you very much and +also your profession, I hope you will overlook the familiarity. + +As a physician you realize the importance of having good clothes and +also of having them kept in good order, both from a social as well +as a professional standpoint. + +Being situated in your immediate neighborhood and having my store +open a greater part of the day, I am sure the proximity will be a +great convenience to you. + +I have had twenty-seven years' experience in making clothes and +cleaning, pressing and repairing them. I do not think you need +question my ability to do your work satisfactorily as I have made +clothes for some of the most fastidious and aristocratic people in +the world. + +Sixteen years in London, England, making clothes for Lords, Dukes +and other titled people should entitle me to your consideration. + +Perhaps you may have some lady friends who need garments remodelled, +cleaned, pressed or repaired, who would be glad to know of my shop. + +I assure you I will attend to all orders promptly and do your work +as you want it. + +Yours very truly. +[Signature: M. B. Andrews] + + * * * * * + +_This letter begins with an apology and there is no inducement to +patronize the tailor except his unbacked assertion that he made +clothes for "titled people" for sixteen years_ + + * * * * * + +He starts out with an apology and his sentences are involved. His +boast about the work he has done for titled nobility abroad +indicates that he is a snob--the whole letter lacks conviction. + +Sometimes a man-to-man appeal may have the heart interest that +strikes a responsive chord. + + +Dear Mr. Smith: + +[Sidenote: A statement that every man agrees with. Good +description.] + +An extra pair of dressy, well-made trousers is something every man +can use--no matter how many suits he has. Here is an opportunity to +get a pair at exceedingly moderate cost. + +[Sidenote: Effective method of dealing with a real bargain.] + +You know how we make trousers--what substantial, well-selected +patterns we carry; how carefully we cut, so as to get perfect fit in +the crotch and around the waist; how we whip in a piece of silk +around the upper edge of the waist; put in a strip to protect +against wear at the front and back of the leg at the bottom; and sew +on buttons so that they won't pull off. + +[Sidenote: Sending of samples greatly increases power of letter.] + +Our season is winding up with a lot of patterns on hand containing +just enough for one pair or two pairs of "Burnham-made" trousers. +See the enclosed sample. There's a good variety in dark patterns and +a few light patterns, not a one sold regularly at less than $6.50 +and some sold as high as $7.50. + +[Sidenote: This consideration for the old customer is sure to have a +good effect.] + +These remnants won't go into the windows until Saturday morning. We +are notifying you, as a regular customer, that as long as these +remnants last you can get a pair of trousers from any piece for +$5.50, or two pairs at the same time from the same measure for +$10--workmanship just the same as if you paid the regular price. + +[Sidenote: The last half of the closing sentence has much subtle +power.] + +This is a REAL bargain, and we hope to see you before the best of +the patterns are picked out. + +Truly yours, +THE BURNHAM COMPANY + + * * * * * + +_Here is a letter sent out by a rival tailor. It grips attention +in the first sentence and carries conviction. It prompts immediate +action and every sentence carries an appeal. Unlike the preceding +letter, it does not talk about the writer but about the goods he has +for sale--the bargains he offers_ + + * * * * * + +The manager and owner of a business which was in immediate need of +money had tried out different sales letters with but fair success. +His product sold to men; it would stand up under trial; the +difficulty lay entirely in awakening interest in a highly +competitive product. + +As there seemed scarcely a chance that the business might be made +to live, the manager decided to take the public into his +confidence--partly, perhaps, as extenuation for the failure he saw +ahead. So he led out with a sales letter beginning with this appeal: + + +Suppose you had put every cent of money--every bit of your wide +experience--every ounce of energy--into a business wouldn't you +want to see it go--live? + +And if you _knew_--positively _knew_--that you had the test product +of its kind in the world--wouldn't it spur you to still greater +efforts--if you knew that there was danger of failure simply because +the public was not prompt enough in responding? + +You, like hundreds and thousands of others, have had it in mind to +buy of me _sometime_. It is vital to the life of my business that +you make that _sometime_ NOW! + + * * * * * + +The pulling power of this letter was phenomenal; not only did +thirty-five per cent of the list order, but twelve per cent in +addition answered, stating that their orders could be depended upon +later. In addition, there were scattering letters of encouragement +and comment, making the total result a marker in the era of +solicitation by mail. + +What made this particular letter pull, when dozens of other letters, +written by the same man to the same list on the same proposition, +had attained only mediocre results? + +The last letter made a distinctive appeal--to men--and particularly +to men in business. For, since the time of "playing store," every +man has met, in its many varied guises, the wolf of Failure--and +once a fellow business man is in the same plight, the man who loves +fairness will do his part to help out. + +That these talking points that appeal to men are efficient is proved +by such cases as just cited; once the man-to-man appeal is actually +brought out, the response is immediate. + +While such appeals occasionally make a ten-strike, the average +correspondent must rely upon logic and "reasons why" in making his +appeal to men. + +The ability to reason from cause to effect, omitting none of the +intermediate or connecting steps, has long been held to be a +substantial part of the masculine mind. Orators have found that +logic--conviction--may have little or no effect on a feminine +audience and yet prove the surest means of convincing an audience of +men. School teachers early note that the feminine portion of the +school lean towards grammar--which is imitative and illogical--while +the boys are generally best in mathematics, which is a hard and fast +"rule" study. + +Similarly in business, the average man is used to "working with his +pencil," and will follow a logical demonstration to the close, where +a woman would not give it a passing glance. + +One of the latest selling campaigns, marketing town lots in various +new towns between St. Paul and the Pacific Coast, appeals to the +logical note in the masculine mind, and grants a concession in a +follow-up, even before it is asked for. This makes a particularly +strong appeal to the man who has begun to think about the +proposition and who senses that, somehow, it is not quite logical. + + +We have a letter from a man who, like you, read our advertisement +and sent for more information, including a copy of our contract, and +he wrote as follows: + +"I don't like the forfeiture clause in your contract. Under it, if a +man paid you $950, and then lost his job and couldn't pay any more, +you would have the right to gobble up all of his money and keep the +lots too. You wouldn't dare to make a contract with me under which +as soon as I had paid you $300 you would deed to me the first lot +mentioned in my contract--the lot at -----,--and then with each $100 +paid in on the contract, deed me the next lot named in my contract. +If you would do this, I would take your contract in a minute, +because I would have some land for my money I paid in, if I had to +quit before I paid you the full $1,000." + +We took this man at his word, and have since thought that possibly +there were others who regarded our contract as being too severe. + +If this was the reason that you did not invest with us, we ask you +to examine the enclosed proof sheet, from the printer, of our new +contract, and write us not only if it suits you, but if you can +think of any other way to make it any more fair and equitable. + + * * * * * + +The illustration given is particularly good because it is +anticipatory--nips an objection that may be just forming in the mind +of the prospect. + + +Dear Sir: + +We sent you a sample of our Royal Mixture tobacco in response to +your request some time ago. We are anxious to know what you think +about it. + +This is the best tobacco on the market today at the price, and as we +know you would not have asked for a free sample unless you intended +to buy more if you liked the sample, we hope to receive your order +by return mail. + +Very truly, +[Signature: Morton and Morton] + + * * * * * + +_A flat, insipid letter entirely without order-pulling force. The +attempt to, twist the request for a free sample into an obligation +to place an order strokes a man's intentions the wrong way_ + + * * * * * + + +Dear Sir: + +Well, how did you find the tobacco? + +I'm anxious to learn your opinion of Boyal Mixture, now that you've +burned a bit of it in your pipe. + +I believe in this tobacco, and back it up with a guarantee that +removes all risk so far as the customer is concerned. I refund money +without argument if you are not satisfied. + +Royal Mixture is not intended for smokers who are satisfied with any +old stuff that will burn and give off smoke. It is used by people +who want nothing but the best and know it when they get it. It's the +perfection of pipe tobacco. + +Men who smoke my Mixture for a month can't come down to common +mixtures again. It spoils the taste for cheap tobacco. Smoke a dozen +pipes of it and you'll wonder how you ever got any comfort out of +ordinary smoking tobacco. + +Royal Mixture is skillfully blended from clean, ripe leaves of the +very best tobacco grown. It is neither too strong nor too mild--it +is precisely what a knowing pipe smoker likes: fragrant, satisfying, +delightful to nerves, nostrils and palate. + +There's a glorious, natural aroma about Royal Mixture which appeals +to a gentleman's nostrils most favorably. Particular pipe smokers +praise it in the highest terms, and prove the sincerity of their +praise by ordering it from month to month. + +Shall I number you among the "regulars?" Remember, you can't buy +Royal Mixture from the retail shops. It goes direct from packer to +purchaser and reaches you in perfect condition. + +The cost is so small, and as you take not a particle of risk but can +secure full refund of money if dissatisfied, why hesitate to order? +The responsibility is entirely upon me. + +Every day you delay ordering means a distinct loss to you of greater +pipe pleasure than you have ever experienced. + +Won't you sit down now, while the matter is right before you, fill +enclosed blank and mail me your order TODAY--THIS MINUTE? + +Yours very truly, +[Signature: L. W. Hamilton] + + * * * * * + +_Here is the letter rewritten, explaining why this tobacco is +superior. The appeal is cleverly worded to flatter the recipient +into believing he is one of those who know and demand something a +little better than common. The cost is kept in the background by the +guarantee of satisfaction and the clincher prompts immediate action_ + + * * * * * + +Appeals to men can be peppered with technical description and still +interest and get results. The sales manager of a house selling +cameras by mail says, in speaking of this principle: + +"We found it necessary to use an entirely different series of +letters in selling our cameras to men and to women. Generally +speaking, men are interested in technical descriptions of the parts +of the camera; women look at a camera from the esthetic side--as a +means to an end. + +"In writing a sales letter to a man, I take up, for instance, the +lens. This I describe in semi-technical terms, stating why this +particular lens or combination of lenses will do the best work. Then +follows a description of the shutter--and so on through the +principal parts until, if the prospect be seriously interested, I +have demonstrated, first, that the camera will do the best work, +and, second, that it is good value for the money. + +"In writing a letter, under the same conditions, to a woman, I put +all technical description in an enclosure or accompanying folder and +write a personal note playing up the fact that in after years it +will be very pleasant to have pictures of self, family, baby, and +friends. + +"These two appeals are the opposite poles of selling--the one logic +and conviction, the other sentiment and persuasion." + +Logic and conviction, in fact, are the keynotes to selling men by +mail. Men fear being "worked." On those occasions when they have +been "worked," it has generally been through sentiment--through the +arts of persuasion rather than a clearly-demonstrated conviction +that the proposition was right. As a consequence, persuasion alone, +without a mass of figures and solid arguments, does not convince a +man. + +A land company uses a novel method of conviction along this line, +aiming to get the prospect to furnish his own figures. The idea is, +that these figures, prepared by the prospect himself, and the +accuracy of which he himself vouches, will work conviction. + +The letter reads in part: + + +Suppose, ten years ago, you had paid down, say $10 on a piece of +cheap land. + +Then from time to time you had paid in say $10 per month on the same +land. Had you been able to buy then as you can buy from us now, your +land would have been secured to you on your first payment. + +Now figure out what you would have paid in at $10 per month in ten +years. Now, remembering that well-selected land doubles in value +once, at least, every five years, what would you be worth now, from +your $10-a-month investment? + + * * * * * + +The letter proved the best puller of a series of try-outs sent to +professional men and men on salaries. + +Every man has, as a by-product of his every-day experience, certain +more or less clearly defined impressions. With some men these are +still in a sort of hazy formation; with others these vague ideas are +almost a cult. The letter-writer who can tap one of these lines of +thought gets results in a flash. Such letter takes a basis of facts +common to most men, blends them in the letter written, so as to form +fixedly from the _prospect's own ideas and experiences_, a firm +conviction that what the writer is saying is absolute truth. A +single sentence that does not ring true to a man's experience is an +obstacle over which the message will not carry. + +A company selling land in the west, sent out a five-page letter-- +enough to smother whatever interest might have been attracted by the +advertisement. Here is the third paragraph from the letter: + + +"As you were attracted by this investment opportunity after reading +the straight facts regarding it, I have come to believe in your +judgment as a careful and prudent person who recognizes the value of +a good, permanent, promising investment." + + * * * * * + +That's enough! It is barely possible that the first few paragraphs +might arouse the reader's interest enough to glance through the five +pages, but this crude attempt to flatter him is such palpable "bunk" +that he is convinced there is not the sincerity back of the letter +to make it worth his while--and five pages more are headed for the +car-wheel plant. + +The "man appeal" is one that draws strongly from man experience. +Ambition, responsibility, logical arguments, reasons why--these are +the things that the correspondent keeps constantly before him. They +all have root in experiences, habits of thought and customs which +distinguish men; they are more exclusively masculine attributes that +play an important part in the make-up of letters that rivet the +attention of busy business men. + + + + +How To Write Letters That +_Appeal_ to FARMERS + +PART VI--THE APPEAL TO DIFFERENT CLASSES--CHAPTER 24 + + +_The farmer is a producer of necessities, hence he is a shrewd judge +of what necessities are. More, he has always in mind a list of +necessities that he intends to purchase--when he "can afford it." +For this reason the letter that sells goods to him must either +stimulate him to an immediate purchase of an article on his "want +list," or to displace a necessity that is already there with +something_ MORE _necessary. So the letter that sells goods to him +must appeal to his needs--and give him detailed specifications to +think about_ + + * * * * * + +"Does it appeal to the farmer's need," is the overhead question +which is back of all advertising directed at the man living on a +farm. It is not necessary to go into proofs; the reasons are +apparent. + +"All other things being equal," says the chief correspondent for one +of the big mail-order houses, "the surest sale is the item that the +farmer patron feels he must have. Even after making money enough to +be classed well-to-do, the farmer persists in his acquired mental +habit--he tests every 'offer' put up to him by his need for it--or +rather whether he can get along without it. This predisposition on +the part of the audience to which the letter is addressed is to be +borne in mind constantly--that the farmer thinks in terms of +necessities." + +So the mail-order firm shapes its appeal to the farmer, emphasizing +the need of the merchandise it is offering, and at the same time it +bears down heavily on the advantages of buying direct. + +And while the easiest way to reach the farmer's purse is by +appealing to his needs--the practical value of the article or goods +advertised--the correspondent must keep constantly in mind the +particular manner in which the appeal can best be made. The brief, +concise statement that wins the approval of the busy business man +would slide off the farmer's mind without arousing the slightest +interest. The farmer has more time to think over a proposition--as +he milks or hitches up, as he plows or drives to town, there is +opportunity to turn a plan over and over in his mind. Give him +plenty to think about. + +The farmer's mail is not so heavy but what he has time to read a +long letter if it interests him, and so the successful correspondent +fills two or three pages, sometimes five or six, and gives the +recipient arguments and reasons to ponder over during his long hours +in the field. One of the most successful men in the mail-order +business sometimes sends out a seven-page letter, filled with +talking points. "It will save you money"--"I want you to compare the +Challenge with other machines"--"Shafting of high carbon +steel"--"Gearings set in phosphorus bronze bushings"--"Thirty days' +free trial"--"Try it with your money in your own pocket"--"$25,000 +guaranty bond"--point after point like these are brought out and +frequently repeated for emphasis. + +The head of the English department in the university would be pained +at the lack of literary quality, but it is a farmer's letter and it +follows the grooves of the brain in the man who is going to read its +seven pages. And after all, the writer is not conducting a +correspondence course in rhetoric; he is selling implements and is +not going to chance losing an order because his proposition is not +made perfectly clear--because it shoots over the head of the reader. +And the correspondent not only tries to make his proposition clear +but he tries to get up close to the recipient in a friendly way. The +farmer is awed by formalities and so the writer who really appeals +to him talks about "You and Me." "You do that and I will do this-- +then we will both be satisfied." One successful letter-salesman +seldom fails to ask some direct question about the weather, the +crops, the general outlook, but he knows how to put it so that it +does not sound perfunctory and frequently the farmer will reply to +this question without even referring to the goods that the house had +written about. Never mind! This letter is answered as promptly and +carefully as if it had been an inquiry forecasting a large order. + + * * * * * + +HOW DIFFERENT ARGUMENTS APPEAL TO FARMERS + + Price _Paramount_ + Quality _Essential_ + Style _Unimportant_ + Sentiment _Lacking_ + Flattery _Useless_ + Exclusiveness _Ineffective_ + Testimonials _Reassuring_ + Reputation _Valuable_ + Utility _Vital_ + Service _Appreciated_ + + * * * * * + +Such attention helps to win the confidence of the farmer and the +knowing correspondent never loses sight of the fact that the farmer +is, from bitter experience, suspicious especially of propositions +emanating from concerns that are new to him. After one or two +satisfactory dealings with a house he places absolute faith in it +but every legitimate mail-order concern is handicapped by the fact +that unscrupulous firms are continually lying in wait for the +unwary: the man with the county rights for a patent churn and his +brother who leaves a fanning mill with a farmer to demonstrate and +takes a receipt which turns up at the bank as a promissory note are +teaching the farmers to be guarded. Many of them can spot a gold +brick scheme as soon as it is presented. Therefore the correspondent +has to keep before him the fact that the farmer is always wary; his +letters must be so worded that no obscure phrase will arouse +suspicion; no proposition will admit of two interpretations. + +So the guarantee and the free trial offer are essential features in +letters that sell the farmer. In hundreds of letters from +manufacturers of goods that are sold by mail to the farmer, nearly +every one throws into prominence the guarantee and the free trial +offer with money refunded if the purchase does not prove +satisfactory. + +A manufacturer of farm implements puts this guarantee into the first +person effectively. + +Such a letter carries conviction; you are impressed by the fact that +40,000 farmers consider this spreader the best; the offer of +comparison and demonstration seems conclusive that a comparison is +not necessary; you feel that the man who bought a different kind of +spreader must have acted hastily without investigating the merits of +this particular machine. + +The farmer is usually open to conviction but he has to be "shown." +After he has had successful dealings with a house for several years +he readily accepts its assurance that something is just as good at a +less price than what he would buy of a retailer, but he can most +easily be won over by strong "why" copy. An educational campaign is +almost always necessary for the farmer who has never bought goods by +mail; to pull him out of the rut of established custom it is +necessary to present facts and figures to convince him that the +direct-to-the-consumer method is to his advantage. + +To get this to the eye and mind in a striking way is the first +requisite. + +A Cincinnati firm selling buggies uses a comparative table at the +bottom of the first sheet of the first follow-up, as follows: + + * * * * * + + COST OF RETAIL PLAN COST OF OUR PLAN + + Actual factory cost of buggy.. $43.00 Factory cost..... $43.00 + Factory selling expense....... 4.00 Selling expense.. 4.00 + Salesmen's expense............ 4.50 Our profit....... 6.75 + Factory profit................ 7.00 OUR SELLING ----- + Retailer's selling expense.... 5.00 PRICE............ $53.75 + Retailer's profit............. 15.00 + ----- + DEALER'S SELLING PRICE $78.50 + + * * * * * + +This makes the prospect stop and think if not stop and figure. + +Another carriage manufacturing company uses a somewhat similar +method of comparison but introduces it at a different point. Between +the first and second pages of a three-page follow-up, a sheet in +facsimile handwriting is introduced forming a marked comparison, +mechanically, to the typewriting preceding and following it: + +* * * * * * + Problems of Dollars and Cents saving easily solved. + Retail Dealer's plan of figuring selling price. + Actual factory cost of buggy.................... $46.25 + Expense and salary, traveling salesman, about 10% 4.50 + Jobber's profit--at least 15% .................. 7.00 + Retail dealer's profit (figured very low)....... 20.00 + Losses from bad debts........................... 2.50 + ----- + RETAIL DEALER'S SELLING PRICE................... $80.25 + + My Plan of Figuring Selling Price. + Actual factory cost of buggy.................... $46.25 + Expense and salary of traveling salesman........ nothing + Jobber's profit................................. nothing + Retail dealer's profit.......................... nothing + Losses from bad debts........................... nothing + My _one small gross_ profit................ 8.50 + ----- + MY SELLING PRICE................................ $54.75 +* * * * * + +This "saving sheet" can not fail to attract greater attention by +means of its form and place of introduction than though it were +typewritten and in regular order. + +Right-out-from-the-shoulder arguments and facts may also be used to +good advantage in handling competition. What the farmer wants is to +know whether the other goods are as represented; whether the +proposition has any holes in it. If the seller can give him facts +that prove his product better than others, honestly and fairly, it +does not boost the competitor but helps to sell his own goods. + +A cream separator manufacturer claiming a simple machine now +presents in his catalogue illustrations of the parts of other +machines used in the actual separation of the cream from the milk. +This comparison shows that his machine has fewer parts and +consequently will stay in repair longer and clean easier--two +important talking points. + +Where a competing firm enters the field with a cheap quality of +goods that would react against the trade, it is sometimes policy to +put the facts before the prospective buyers. + +This was done by a Winnipeg manufacturer of metal culverts after the +following plan: + + +"Last May a firm manufacturing metal goods attempted to enter the +culvert field in Western Canada. We sent out a letter to every +Councilor in Manitoba and Saskatchewan showing the weakness of its +culverts. It looks as though our letter settled all chance of +selling the kind of culvert it was making, for it immediately quit +the campaign for business. We do not think a single culvert was +sold. + +"The same company is again making an effort to enter the field, and +we would be pleased to see it get a nice business If it sold a good +culvert, but as long as it sells anything like the one now +advertised we shall most vigorously oppose it beoause we are certain +the culverts will not give satisfaction, and that will mean +purchasers will be very much disappointed, and will have a tendency, +as a result, to be opposed to all metal culverts; their +disappointment will be so great that it will react against our +company. + +"Look at the illustration in the magazines of the nestable +culvert--a man is pinching the metal on the lower section of the +culvert back upon itself. There are very few machine shops in the +country in which the heavy metal we use could be bent. At any rate, +to bend back our metal, you would require a machine shop wherever +you were doing your road work. Take a sledge hammer the next time +you see one of our culverts and prove to yourself the task that +would be before you to bend our culverts. You simply could not do +it." + + * * * * * + +The farmer who receives such a letter, if not entirely convinced, is +at least reasonably certain to make an investigation before placing +an order with the firm selling culverts that can be bent by hand. +And it is probably a good thing for the mail-order business that +such efforts are being made to protect the public against inferior +goods. + +Experience has shown that while offers to the farmer must be clear +cut, the chances of pulling an order are increased if he is given a +number of options as to price, plan of payment and different kinds +of items open to purchase. He does not like to be restricted to one +particular item, or one arbitrary form of payment. This fact was +long ago recognized by the large catalogue houses, for they aim to +offer several kinds and sizes under every item listed. It has been +found that where both the number of items and options in a line is +doubled or otherwise substantially increased, that the percentage of +sales immediately increases. + +A company in Canton, Ohio, putting out a line of sprayers, offers on +the back of its order sheet four sprayers of different prices and +four forms of making payment for each sprayer. This gives the +prospect sixteen options--one of which will look best to him, when +he sends in his order. + +This information is printed on the back of the order sheet, where it +can not get separated from it and where it will have a "last +appeal." + +The mail-order houses have been vieing with each other in trying to +find unique appeals to the farmer. To this end profit-sharing plans +and various premium schemes have been introduced, in some cases with +phenomenal results. + +While the farmer is no different from the ordinary public in wanting +to get his money's worth he is open to conviction through smaller +devices than is his city brother. And the "novelty device" appeals +to him strongly. + +An Ohio company putting out buggies as a main product, adds an +insurance policy as a clincher. The purchaser is himself insured for +one hundred dollars payable to his heirs in case of his death; the +buggy carries an indemnity--not to exceed fifty dollars--covering +accidents along the line of breakage or damage in accidents or +smash-ups. This insurance, under the policy given, is kept in force +a year. + +This extra not only acts as a sales argument but a basis for a talk +like this: + + +"The S. & W. pleasure vehicles have been tested by insurance company +officials. They have been proved practically unbreakable, the +material and durability surprising the insurance officials. +Insurance is not issued on sickly persons, weak buildings nor on +inferior vehicles. It is because our vehicles are so well made that +insurance is permitted." + + * * * * * + +This makes a convincing talking point, particularly to the man who +is not familiar with accident indemnity, and to the young man who is +about to buy a "rig" in which he may attempt to demonstrate that no +other man can pass him on the road. + +When it comes to framing up a campaign there are many points, minor +in themselves, but each having its significance, that it is well to +consider. It frequently happens that not enough attention is paid to +the stationery that is used for farmers, but all these things have +their influence in prejudicing the recipient for or against a new +house. + +"It is a good rule in writing the farmer to diversify your +stationery," says a mail-order man who has sold a wide range of +specialties. "The reason for this lies in the fact that when a +farmer has been drummed about so much he may grow resentful at the +persistence. We aim, not only to present the proposition very +differently each time, but we use different size envelopes, +different letterheads and markedly different enclosures in each +follow-up. + +"Particularly along rural routes, where the men folks are in the +field when the carrier comes, I aim to change envelopes and +letterheads. I never want the housewife to be able to say to the man +of the house when he asks what mail came, that 'There's another +letter from the firm that's trying to sell you a cream separator'." + +To make ordering easier and to get the farmer to "act now" a coupon +or an enclosed postal card, good for a limited number of days is +widely used. This makes it easier to send for catalogue or a free +trial or whatever is advertised. It is a spur to action and results +in adding to the mailing list, names of many persons who might never +respond if they had to wait until they found pen or pencil and +paper--and a convenient opportunity. + +A rebate check is another popular scheme for inducing the customer +to order. An old mail-order house calls attention in the first form +letter sent out with a catalogue to the fact that accompanying it is +a check for one dollar to apply on the first order. + +This order is made out in the form of a personal check, filled in +with the prospect's name. It is, to all intents and purposes, a +personal check, only payable in goods instead of cash. + +Similar use of the check method of exciting interest is also used by +a Detroit incubator manufacturer, who finds that many who have +resisted other appeals answer to the chance to convert a check into +a saving. + +This same firm also adds as a clincher an offer to pay the freight +on certain lines of goods, so that the catalogue price becomes +actual cost instead of cost plus freight charges. Such inducements +come home to the farmer; anything on the "something-for-nothing" +order appeals to him. + +Aside from the nature of the proposition and the way it is +presented, there is the all-important element of seasonableness. The +man who has always lived in the city might understand the general +principles of mail-order selling and have a good proposition, but +his success would be indifferent unless he understood the meaning of +timeliness in reaching the farmer. If your letter or advertisement +catches the eye of the farmer he will in all probability put it away +in the shoe box back of the chimney until ready to buy; it would be +almost impossible to train enough guns on him during the rush season +to force his interest. It is a common experience with mail-order +houses to receive replies to letters or advertisements six months or +a year after they are sent out--sometimes years afterwards. The +message was timely; it wormed its way into the farmer's "mental want +list" and blossomed forth when he felt that he could afford the +article. + +Only a carefully kept record-of-returns sheet or book will show when +sales can best be made on a particular item, and the shrewd manager +will test out different items at different seasons before launching +a big campaign which may be ill-timed. + +"The winter months are the best time for comprehensive information +to soak in--but the letter generally is not the place for this. Put +personality in the letter--specifications in the circular." This is +the advice of an experienced correspondent whose length of service +enables him to speak authoritatively. + +"A winter letter may be long, verbose and full of interesting +information; the farmer will read it carefully. This is the time to +get in specifications, estimates, complicated diagrams and long +arguments which require study. Letters for the work months need to +be short and snappy, both to insure reading and to act on a tired +mind." + +And then finally the proposition must be made so plain that there is +no possibility of its being misinterpreted. What a city man who is a +wide reader gets at a glance, the ordinary farm owner or farmer's +boy--often with only a rudimentary knowledge of English--must study +over. + +"So needful is the observance of this principle in our business," +says this manager, "that our sales letters have come to be almost a +formula. First we state our proposition. We then proceed to take up +each element of the offer and make it as plain and plausible as +possible." + + In this case the elements are: + + 1. The thing offered. + 2. Time of trial. + 3. Freight paid. + 4. Return privilege. + +"All the letter is a plain exposition of 1, 2, 3, 4--the preceding +paragraphs are summarized and connected. For instance, after the +item offered has been treated and the length of trial made clear, +the two are summarized thus: + + +"The _separator_ we offer is not only the best that money can buy +but it is _just what you need_--no wonder we are willing to give you +30 days in which to try it. + +"But what about freight?" + +"Just this." + + * * * * * + +"Then we explain freight paid and return privilege. This gives a +continuous and increasing summary straight through the letter, which +closes with a recapitulation of the proposition. + +"The aim of putting several summaries of the proposition in all +sales matter is so that there can be no possible mistake about the +proposition, for thousands of propositions are turned down by people +on farms simply because the reader does not quite understand +everything." + +The farmer is in constant dread of "being caught" and there is +little likelihood of his taking advantage of any offer that is not +absolutely clear in his mind. The letter writer must realize what a +point this is with the average farmer. What a city man does he can +keep to himself; if he buys a gold brick he gets rid of it and +forgets the transaction just as quickly as possible. But what the +farmer does is neighborhood gossip. If one of those "slick city +fellers" sells him something he can't use, every one knows it. + +Make the proposition clear--so clear that every one in the family +can understand it, for usually purchases are talked over for days +before an order is finally sent out. Take into account the farmer's +suspicious nature and bear down heavily on the utility of the +article. There is no hidden mystery in reaching the rural prospects +but they must be handled with discretion and with an understanding +of the prejudices, characteristics and viewpoints of the farmer. + + + + + +End of the Project Gutenberg EBook of Business Correspondence, by Anonymous + +*** END OF THE PROJECT GUTENBERG EBOOK BUSINESS CORRESPONDENCE *** + +This file should be named buscr10.txt or buscr10.zip +Corrected EDITIONS of our eBooks get a new NUMBER, buscr11.txt +VERSIONS based on separate sources get new LETTER, buscr11a.txt + +Produced by Andrea Ball, Charles Franks, Juliet Sutherland, +and the Online Distributed Proofreading Team + +Project Gutenberg eBooks are often created from several printed +editions, all of which are confirmed as Public Domain in the US +unless a copyright notice is included. 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