1. business and industrial

BUSINESS
LETTERS
HOW
TO
WRITE
THEM
Letters
Business
HOW
WRITE
TO
THEM
BY
THRIFT
TIM
THE
MANAGER,
ADVERTISING
SALES
AMERICAN
CLEVELAND
COMPANY,
ADVERTISING
CLEVELAND
DIRECTOR,
J.
BENJAMIN
AUTHOR
''modern
'"DRILLS
IN
"essentials
CAMPBELL
PUNCTUATION"
USE
JOINT
OF
ENGLISH"
CORRECT
OF
AUTHOR
OF
CLUB
OP
BUSINESS
THE
MULTIGRAPH
ENGLISH*'
BUSINESS
AND
L.
BRUCE
JOINT
"essentials
BUSINESS
ENGLISH
JACKSON,
AUTHOR
OF
VASS
OF
BUSINESS
PUBLISHING
MICHIGAN
ENGLISH"
COMPANY
fA
^'
Copyright
19
16
BY
BUSINESS
ENGLISH
EDUCATION
PUBLISHING
COMPANY
DEPi;
INTRODUCTORY
ability
The
plishment
highly
great
their
business.
In
arise
style and
Business
can
be
good
mark.
of their
and
time
letter
He
to
to
soon
is
sure
cultivate
is
large
pay
labor.
The
becomes
a
to
the
be
a
dividends
"picked"
on
sands
Thou-
improve
to
all
a
these
reasons,
man,
if not
man;
and
he
may
of
small
who
man
accomplishment,.
almost
give
subject
desirable
casions
oc-
occasion.
P'or
marked
54PJ70
Thomas
H.
study.
ment
investwrite
can
a
man
if he
reap
rewards.
"
most
Innumerable
the
young
for
are
would
letters.
a
world.
letter-writers
continuouslv
striving
are
character
correspondence
suit
to
accom=
their
house
letter"
an
business
organization.
business
a
is
modern
the
cases
the
men
made
the
upon
Correspondence
of
a
in
"good
a
business
of
It
such
when
for
anything
in
letter
business
good
depend
factors
important
a
prized
houses
Many
the
write
to
Russell.
of
tinues
con-
large
CONTENTS
Page
Abbreviations,
of
uses
Names
of
the
States
Names
of the
Months
Commercial
43
44
44
,
Terms
45
Acknowledging
Orders
64
Acknowledging
Remittances
65
Letters
Adjustment
103
Capitalization
Collection
48
Letters
Composition
of the
Unity
Ill
of the
Letter
17
Sentence
17
Clearness
20
Position
of
Adverbs
Position
of
Phrases
Position
of
Correlative
Antecedent
Repetition
of
of
the
Adjectives
and
Clauses
and
Conjunctions
Personal
Important
Principles
Miscellaneous
Effectiveness
Repetition
for
to
Emphasis
be
Avoided
24
30
30
32
Brevity
Conversational
and
Style
Individuality
32
33
38
Words
Compound
22
22
30
Repetitions
Tone
22'
30
Parallelism
The
Pronoun
Elements
20
21
65
Enclosures
Address
13
of
47
Folding
12
Letters
Ordering
62
Letters
of
Recommendation
67
Letters
of
Introduction
68
Letters
of
Application
70
Make-up
59
Envelope
Figures,
uses
Mechanical
Paragraphing
Goods
58
contents
Page
of
Parts
a
1
Letter
.
The
.
1
Heading
:
4
Address
The
Introductory
The
Salutation
The
Complimentary
The
Signature
5
9
Close
"
48
Punctuation
The
10
50
Comma
Series
of Words
or
Clauses
and
Phrases
Transposed
50
Phrases
Parenthetical
Words
and
Intermediate
Expressions
Phrases.
in
Nouns
of Address
51
51
Apposition
Nouns
50
52
"
52
52
Sentences
Compound
Adverbial
Relative
and
Omission
of the
Complex
Subject
Clauses
53
Verb
53
53
Quotations
54
Ambiguity
54
Words
in Pairs
Phrases
or
Words
Contrasted
or
54
Phrases
54
The
Semicolon
54
The
Colon
55
The
Period
56
The
Interrogation
The
Exclamation
The
Dash
56
57
57
Marks
Quotation
Sales
Point
Point
57
Letters
Art
of
75
Attention
Securing
78
,
Interest
Arousing
How
The
to
Create
Close"
How
and
Holding
Desire
to
It
84
89
Get
Action
96
Subscriptions
64
Syllabication
42
Titles,
uses
of
6
Official
Position
7
Official
Titles
7
Doubling
Titles
8
Custom
prescribed
certain
likely
to
The
create
forms,
business
and
any
unfavorable
an
business
letter
merits
careful
of which
the
that
requires
date.
If the
should
contain
box.
hotel
be
or
the
extend
the
of
the
inches
two
to
the
line, the
month,
and
Punctuation.
by
that
of
letter
is written
should
comma
the
middle
It
upon
the
of
"
year,
is written
The
parts
a
period
is used
of
is
between
should
on
the
two,
or
even
and
page
the
not
beyond
nor
requires
at
the
than
more
day
of
the
last line.
the
placed
should
page,
month,
the
begin
and
of the
heading
county
this information.
one,
width
date, consisting of the
the
the
post-office
club, college,
a
page,
occupy
may
the
from
the
heading
of the
name
heading
of
the
the
or
contain
The
top
When
given.
and
commas,
no
place, the
"
and
writer
large city, the
a
number,
the
margin.
lines, depending
information
one
from
each
parts,
"
of the
small
heading.
left
right-hand
three
a
is
and
like, the heading
Position
least
is
are
address
address
If the
given.
These
the
street
address
If the
should
the
distinct
six
Heading
of
writer's
is
these
from
deviation
of
study.
consists
heading
follow
shall
letter
impression.
consists
The
The
LETTER
A
OF
PARTS
THE
-
heading
at
month
the
are
separated
end.
and
Observe
the
day
of
BUSINESS
LETTERS:
HOW
TO
HAMPSHIRE
WRITE
PAPER
Letterhead
COMPANY
MAKERS
OLD
OF
HAMPSHIRE
South
BOND
Falls.
Haduey
Mass.
March
Date
Introductory
Mr,
J.
Honry
address
Cameron,
Mfg.
Acme
Salutation
Dear
Manager,
just
is
Old
with
should
like
of the
to
Don't
that
you
Old
afford
If
Old
times
ten
are
v/rltten.
but
the
one
of
roan
you
you
man
want
the
should
the
more
so
You
to
he
sees
is
but
the
just
influence.
meets
appreciate
letters,
the
suppose
request
letters
fifty
all
a
it
day,
a
writing
to
to
profitable
where
see
are
most
tionery
sta-
can't
you
letters
five
Old
that
is
Hampshire
And
Don't
of
amount
Bond.
Hampshire
you
we
you.
the
large
nection
con-
that
perspective.
is
use
regarding
Bond
with
up
In
point
more
because
them.
If
we
take
writing
concern
one
Hampshire
lose
consider
is
Oregon.
Sir:
There
letter
1916.
20,
Company,
Portland,
Body
THEM
your
expression
an
Hampshire
approval,
from
Bond.
Compliment-
ary
close
Signature
Yours
very
Hampshire
truly,
Paper
Company,
the
month,
a
when
that
and
abbreviation
an
of the
name
after all abbreviations,
placed
is
period
the end
at
comes
part except the last,it is followed
of any
a
also that
Observe
street.
the
and
number
the
between
or
3
HEADING
THE
by
period and
a
comma.
illustrate the
following models
the heading of a letter :
The
forms
correct
for
(1)
Lynn,
March
Mass.,
1916.
24,
or
Lynn,
Massachusetts,
1916.
24,
March
(2)
Woodward
1224
Avenue,
Michigan,
5, 1915.
Detroit,
Feb.
(3)
University
of
Ann
Michigan,
Michigan,
Arbor,
May
1916.
4,
(4)
Box
351,
Atlanta,
June
Ga*,
1915.
24,
Notes
1. The
of the
of the
name
state, if long, may
be
should
not
Utah, and
Oregon
d should
2. Th, st, and
of the month.
3. The
7
city should
Write
be
be
may
April, and
written
of the
a
about
letterhead, and
with
the
The
name
Ohio, Iowa, Maine, Idaho,
in the
used
not
written
should
in
after
heading
the
day
July 21tih,1 91 5.
full; as, July 2I4.,1916,
not
be
abbreviated.
generally it
is better
The
to write
not
other
March,
in full.
letterhead
two
letterhead.
last line of the
be
abbreviated, but
August
5. When
abbreviated.
be abbreviated.
not
12k lie, nor
July 2k, '16.
4. May,
June, and July
months
abbreviated.
July 2^,191 5,
should
date
be
never
spaces
The
is used,
one-third
"
date
should
letterhead, because
because
printed part.
the
the
of
not
it
date
an
be
should,
inch
a
below
"
written
destroys
typewritten part
as
on
the
does
the
a
rule, be
last line
line with
symmetry
not
the
of the
harmonize
4
BUSINESS
letters:
how
to
Exercise
Write
write
them
1
the
following headings, referringto the models for
position,arrangement, punctuation, and capitalization
the proper
:
1.
arcanum
2.
1245
ohio
3. grayson
5. detroit
galax
mich
431
314
18 masonic
June
6.
y box
n
2
1916
may
22
21
aug
1915.
consists
of the person
the address
to
consist of two, three, or
It may
Address
Introductory
introductory address
The
jackson michigan.
Virginia.
1915
majestic building June 24 1915.
temple X915 st louis missouri.
The
and
1916.
st may
county
albany
4.
april 15
main
east
of the
whom
even
and
name
the letter is written.
four lines.
In business
correspondence it precedes the body of the letter and
six to
from
begin
inches
below
"
the
nine
spaces
date
line.
it is placed below
left-hand
the
at
(1)
Wallace,
L.
Pa.
Philadelphia,
(2)
Mr.
Joy,
B.
Henry
President,
Company,
Car
Motor
Packard
Michigan.
Detroit,
(3)
"
McQuillan
Mesara.
Harriaon,
Michigan.
Jackson,
(4)
The
Co.,
Lammera-Shilling
111.
Chicago,
(5)
E.
Meaara.
Button
P.
661
Fifth
Avenue,
Hew
York,
N.
Y.
In
to
one
social
the body
and
and
one-half
official
respondence,
cor-
of the letter,beginning
illustrate the correct
following models
introductory address :
W.
one
should
margin.
The
Mr.
"
title,
"
Co.,
forms
for the
THE
Punctuation.
A
"
5
SALUTATION
be
should
comma
placed
at
end
the
of
introductory address
except the last,
should be followed by a period. If a title,such as
which
a
Secretary,President, or Manager, is used after the name,
the name
and the title.
should be placed between
comma
line
each
the
of
Notes
1. The
the
line of the
second
first line of each
paragraph
consists
If the address
a
distance
corresponding
2. The
the
to
quite extensively. While
only
in letters in which
this
salutation
introduce
no
form
at
the
John
Dear
saves
a
are
writer.
type-
begin
style, is
used
now
little time, many
made
of respect
It is placed below
for
use
it
paragraphs.
or
courtesy used
the address
and
to
is
left-hand
H,
Benson,
Illinois.
Sir:
(2)
Miss
Mary
Littler,
Colorado.
Denver,
Dear
Madam:
or
Miss
Littler:
(3)
The
the
on
as
line.
correct
illustrate the
following models
introductory address and the salutation:
Chicago,
Dear
same
Salutation
(1)
dr.
spaces
the
lines,the third line should
5, called the block
The
the
ten
or
right of the second
is the term
the letter.
five
indented
be
tation
margin. The choice of the saludepends on the degree of familiarityexistingbetween
correspondents.
begun
the
either
"
indentations
The
The
should
of three
in Model
shown
form
address
Galax
Galax,
Gentlemen:
Hardware
Virginia,
Company,
forms
for
6
BUSINESS
Punctuation.
colon
and
LETTERS:
The
"
HOW
TO
salutation
WRITE
THEM
is followed
dash, or a comma
but the colon is preferable.
and
a
by
dash
a
a
colon.
be
may
A
used,
Notes
The
1.
or
Gentlemen.
Where
Dear
a
cordial
Blank.
of
Sirs, once
relation
purely business
a
considered
good
only in official
salutations. Dear
or
Friend, My
letter is Dear
to
dear
salutation
correct
girlknown
is Dear
be
Madam.
in
If, however,
her
dear
Sir
or
correspondence.
Friend, Dear
regard, and should be confined
either married
addressing a woman,
Sir
obsolete.
now
My
use
formal
very
affectionate
When
4.
is
usage,
exists, it is permissible
Sirs is used
or
3. The
is
Dear
Mr.
2. Sir
show
salutation
proper
Hall, etc.,
social letters.
to
unmarried,
or
the
the
addressed
person
teens, it is better
the
just past
use
Miss
Blank.
In addressing a married
Dear
name;
as, Dear
woman.
Mrs. Blank
be used even
when
there is only a slightacquaintance.
may
5. In addressing a firm or other
of women,
Ladies
is the
group
a
to
or
to
salutation.
proper
6. Observe
that
is
dear
it is the
capitalized only when
first word
of the salutation.
Titles
Courtesy, as
either before
well
as
custom, requires that
after every
or
never
Titles
in the
or
of
courtesy.
"
address
is
Mr.
Paul
G.
is the
element;
two
Hamlin,
as,
or
all
letters
have
no
are
used
Mr., Messrs., Esq.,
are
Dr., Rev., Prof., and
who
men
abbreviation
under
more
and
the may
Company,
to
title to
not
a
Messrs.
Co. ; Messrs.
word
a
Hon.
distinctive title; as,
other
Henderson.
correct
business
titles of courtesy that
The
of business
applied
Messrs., the
"
writing to
a
Miss, Misses, Mesdames,
in
except when
name,
society. It is a mark of respect that should
be omitted, especiallywhen
addressing an individual.
corporation
Mr.
title be used
a
John
men
use
of Messieurs,
when
addressing
that, in
name
Lyons
"
Carnathan;
L. Harrison
not
some
"
associated
Sons.
the
two
way,
French
or
more
for Gentlemen,
implies the
Messrs.
J. C.
It is also used
in business
engaged
personal
men
;
as,
Matthews
ing
in address-
Messrs.
Brown,
the
where
be used
not, however,
Jennings. It should
be placed before the firm name
; as, (the) J. C. Matthews
Messrs
J. C. Matthews
Company.
TITLES
abbreviation
Esq., the
of respect;
mark
Miss
should
and
Harrison,
Kate
John
Mrs.
as,
woman;
sometimes
Mesdames,
addressing
two
more
or
is
as
Esq.
It is not
woman.
by
Misses;
of Mistress, is the
C.
to
a
as,
viation,
abbre-
an
period ; as. Miss
Misses
Mary and
Harrison.
Misses
abbreviation
Mrs., the
Barkworth,
unmarried
plural of Miss
the
or
an
E.
given especially
be applied to any
man
not, therefore, be followed
The
Ward.
Fannie
Thomas
as,
title
a
it may
but
7
POSITION
Esquire, is
peace,
title given to
is the
OFFICIAL
of
justicesof the
lawyers and
a
OF
title
applied
to
a
married
Smith.
abbreviated
married
is
Mmes.,
women;
title
the
Mesdames
as,
in
used
Shaw
and
Walker.
Dr.
applied
title
is the
to
those
who
dentistry, literature, theology,
hold
or
a
cine,
degree in medi-
doctor's
philosophy;
as,
Dr.
A.
B.
Robinson.
abbreviation
Rev., the
as,
Ames
Prof.,
the
abbreviation
of
the
abbreviation
of
hold
W.
Eliot.
Hon.,
or
hold
title
given
to
clergymen;
Maywood.
Rev.
who
who
of Reverend, is the
Professor, is the title given' to those
professorships in collegesand universities ; as. Prof. Charles
or
have
held
city government;
as,
Honorable,
is the
positions in
important
Woodbridge
Hon.
N.
title
the
given
to
men
national, state,
Ferris.
position. Titles designating official position,
such as Manager, President,Secretary,Superintendent,
for the reason
etc., should be placed on a line with the name,
that it adds to the degree of courtesy and also avoids making
line of the address
the second
too long. If, however,
the title is long, the title may,
the name
in order to
or
the balance
of the introductory address, be placed
preserve
the second
line or on a line by itself. Such titles should
on
unless space requires it.
not be abbreviated
Titles
Wrong:
of official
Mr.
W.
"
Stephens,
Vice-President, Stephens-Adamson
W.
Aurora,
Right:
Mr.
Mfg.
Co.,
Illinois.
Stephens, Vice-President,
Stephens-Adamson
Mfg. Co.,
Illinois.
Aurora,
W.
W.
dent,
addressing the President, Vice-Presiof Representatives, members
Speaker of the House
Official titles.
"
In
8
BUSINESS
of the
Cabinet, and
To
thus,
Sir
the
Mr.
or
HOW
TO
President
is the
than
than
Court, it is
the individual
House, Washington, D.
salutation.
proper
exception of the president,some,
rather
THEM
Supreme
the office rather
President^ White
the individual
WRITE
judges of the
address
to
customary
LETTERS:
With
;
C.
the
however, prefer to address
the office ; as. To
the Hon.
Robert
M.
Lansing, Secretaryof State,Washington, D. C.
In addressing Cabinet
of
officers.Senators, Members
Governors, judges and
Congress, Governors, Lieutenant
Hon.; as, Hon. Charles E. Townsend, United
use
mayors,
The proper
States Senator, Washington, D. C.
salutation
Senator or My
dear Senator may
be used if
Dear
is Sir.
addressed.
the writer is acquainted with the person
that a title of
Doubling titles. It should be observed
when
similar
a
courtesy*should not be used after a name
title precedes the name;
th\is,Mr. John Brown, or John
Brown, Esq., not Mr. John Brown, Esq. It is,however,
"
to
correct
academic
use
official title after the
an
or
Millman, Ph. D.; Mr. C. 0.
addressing a clergyman whose
it is correct
unknown,
are
Mr.
and
Rev.
or
before
title of courtesy
a
Dr.;
as,
to
Rev.
Mr.
an
; as.
Christian
the
and
name
Pro}. J. C.
When
Manager.
name
Harmon,
use
a
name
two
initials
or
titles Rev.
and
Rev.
Dr.
Maywood;
Pool.
2
Exercise
Write
priate
following introductory addresses,using approsalutations.
titles and
Arrange, capitalize,and
the
according
punctuate
1.
c.
2.
James
3.
a
4.
w.
c
7.
8.
:
jw
maywood
main
block
dakota.
jackson
mich.
(partners in business) erie
(a clergyman)
Cincinnati
pa.
ohio.
wheeling w
(wife of J. M. Woodson)
iowa.
bliss and sons
(merchants) sumner
Claude
(United States Senator) Washington
a swanson
helen white
lady) dallas texas.
(a young
5. alice
6.
(a lawyer) webb
adams
mills and
ames
the models
(a manufacturer) fargo north
camp
m
to
m
woodson
va.
d
c.
10
BUSINESS
letters:
These
appropriate terms.
correspondence when
writer
The
and
how
a
to
also
may
cordial
write
be
relation
them
used
in business
exists between
the
addressed.
the person
close should
always be in harmony
with
the salutation.
For
instance, if the salutation is
Dear
Dear
Miss
Sir, My dear Sir, Dear
Madam,
Blank,
etc., the appropriate complimentary close is Yours truly.
Yours
If the
truly,Very truly,or Very truly yours.
very
salutation is Dear Friend, My
dear Friend, Dear John, etc.,
close is Yours
the appropriate complimentary
sincerely,
If the salutation
is
Sincerely yours. Cordially yours, etc.
Sir, the appropriate complimentary close is Yours respectfully.
etc.
Respectfullyyours. Very respectfully,
complimentary
Punctuation.
a
The
"
Only the first word
comma.
close
complimentary
should
is followed
begin with
a
by
capital
letter.
The
Signature
of the writer or of the firm or
signature is the name
corporation of which he is a part or a representative. An
be written
Firm
individual signature should
with a pen.
usually typewritten and followed by the signature
names
are
the initials of the person
gether
responsible for the letter,toor
The
with
such
word
or
words
indicate
as
his
official
capacity.
the complimentary close,
The signature is written below
beginning at such a point that it will end at the righthand
margin.
should
When
always
writing to a stranger, a woman
that
Mrs.
in parenthesis, so
a
or
prefix the title Miss
be properly addressed ; as, (Miss) Alice Brown
reply may
;
(Mrs.) John Dickinson.
A married woman
generallyuses her husband's name
; as,
If, however, she prefers to sign
(Mrs.) Henry M. Stone.
her
in
own
name,
she
should
also write
parenthesis,either directlyunder
her
her
husband's
name
signature or below
left; as, Mary
widow
generally uses
the
at
A
Anna
A
M.
11
SIGNATURE
THE
E.
Stone
her
(Mrs. Henry
Christian
name;
M.
as,
Stone).
(Mrs.)
Hunter.
woman
doctor
should
never
her husband's
use
title. The
wife
the name
of
minister, for example, uses
C. J. Smith, not
his title; as, Mrs.
her husband
without
Mrs. Dr. C. J. Smith, nor
Mrs. Dr. Smith.
The following models
illustrate the correct forms for the
complimentary close and the signature :
of
a
or
a
Tours
very
truly.
very
truly,
(3)
Tours
TTPEWBITER
TTPE
STANDARD
COMPAHy,
President.
(4)
Very
truly
THE
yours,
AMERICAN
TRUST
COMPANY,
(5)
Tours
THE
very
MILES
Secr'etary.
truly,
MANUFACTURING
COMPANY,
12
BUSINESS
LETTERS:
HOW
TO
WRITE
THEM
Folding
Sizes
sizes ;
The
of paper.
Business
"
-sheet, and
standard,
half
standard
size, 814
ROTARY
JACKSON
jAtnSON
,
stationery
x
11
in
comes
three
two-fold.
inches, is folded
(1) Fold
from
CLUB
follows:
"is
the
paper
the bottom
so
Michigan
to leave
as
of about
the
a
margin
inch at
one
sufficient,
if possible,to leave
top
"
the firm
ble
visi-
name
at the
(2)crease
fold,being careful to
keep the side edges
that the folded edge
;
exactly
even
;
(3)
the
turn
paper
so
will be at your left ; then fold from
one-third
the
a little less than
you
width
of the sheet ;
hand
edge toward
that
are
the
left and
of the
same
(4)fold the leftobserving
you,
right-hand folds
width,
than one-third the width
a
little less
of the
sheet.
Inserting. Hold the envelope in
the left hand, with the flap opening
toward the right; then take in your
right hand the letter as it lay after folding, inserting the
edge that was last folded.
two-fold
The
size, 7}4 x
"
10
J^ inches, is folded
follows:
Fold
from
a
you
one-third
sheet
of the
insert
bottom
little less than
the
length of the
; fold the
width
same
top toward
you,
edge
that
the
^^
-"""'"TTninnirI
the
j^st folded.
as
and
was
THE
The
of the
address
the
ADDRESS
Envelope
Address
consists of the
envelope address
The
should
which
to
person
and
title,and
the letter is written,
introductory address.
whom
with
identical
be
13
ENVELOPE
the
name
addition, it should include the street address or
is large,the county when
the town
box when
post-office
town
is small, and the rural route if required.
In
of the
Position
envelope address.
"
The
the
the
first line of the
envelope address should be a little below the middle of the
far enough to the left so that the
envelope, commencing
left of the
at the
space
will be about
name
the space
line of the
twice
Each
subsequent
right of the name.
inch to the right
address should begin from one-half to one
of the preceding line.
and
When
addressing envelopes with a pen, the name
of the city
title should be written on the first line,the name
of the state on
the third.
the name
the second, and
on
of the city
When
addressing on the typewriter, the name
and state are
line,in which
generally written on the same
case
some
prefer to put the street address on the second
line and the city and state on the third line.
The street address, the county, the box number, the name
at
the
of the
General
belong
The
as
the
care
Delivery,Transientj or
to
the lower
left-hand
any
corner
parts of the envelope address
shown
time, but
used
in whose
person
in Illustration
it should
in the
used
4.
only
words
other
special directions
of the envelope.
sometimes
are
arranged
This
form
when
the
saves
block
a
little
style is
letter.
Punctuation.
of the
be
No.
letter is sent, the
"
^A
comma
should
be placed after each
line
envelope address, except the last,which is followed
the city and state are
written
the
by a period. When
on
If a
same
line,they should be separated by a comma.
title follows the name,
be separated from
it should
the
name
by a comma.
14
BUSINESS
LETTERS:
HOW
TO
WRITE
THEM
1
ILLUSTRATION
ILLUSTRATION
Miss
Catherine
334
Spencer,
Avenue,
Woodward
Detroit,
c/o
Note.
Mrs.
"
Some
lines, except
prefer
periods
only when
of the
C.
A.
heading
the
and
Michigan.
Brown,
to
after
omit
the
punctuation
abbreviations.
punctuation marks
of the introductory
This
are
at
should
omitted
address.
the
be
end
of
done,
after
each
the
ever,
howline
THE
3
ILLUSTRATION
Messrs.
George
C.
Buffalo-
W.
120-122
32d
15
ADDRESS
ENVELOPE
Woolson
N.
"
Co
Y,
St.
4
ILLUSTRATION
Mr.
C.
Parry,
Manufacturing
S.
Parry
President,
Company,
Indiana.
Indianapolis,
Notes
1. Do
not
the
use
sign #
No.
or
before
the
street
address
or
the
post-officebox.
2. When
the
immediately
out;
as,
126
name
of the
street
precedes -it,the
Fourth
Street,not
is
number
126
a
number,
of the
J^thStreet.
and
street
the
house
should
be
number
spelled
16
BUSINESS
LETTERS:
HOW
TO
WRITE
THEM
3.
Capitalize street, avenue,
park, boulevard, etc., and spell
square,
the second
line of the address, unless the
they occupy
length of the line requires that they be abbreviated.
out
in full when
4. In
the
well-balanced
approximately
first line.
the
second
to the
accomplish
this, it is sometimes
of the state, while
name
it.
To
the
address,
five spaces
left
in other
to the
or
line
should
right of the end
to
necessary
it is necessary
line end even
cases,
Avoid, if possible,having the second
end
of the
spell
out
to abbreviate
with
the
first
line.
5. When
the
addressing envelopes with
of the
names
should
states
of the state
spell the name
Pennsylvania, etc.
be
a
written
in full,unless
Exercise
Write
the
pen,
with
it is
abbreviations
of
It is better
care.
long, such
as
to
setts,
Massachu-
4
following addresses on pieces of paper the size
of the ordinary business envelope, using appropriate titles.
Arrange and punctuate according to the models :
the
1. John
J. Hill Sumner
3.
4.
5.
6.
7.
Iowa.
Minn.
(ex-Congressman) Winona
F. J. Simpson (lawyer) 146 5th Ave. Chattanooga
Tenn.
Southern
Robb
" Robb
272-282
Building Washington D. C.
National
Cincinnati Ohio.
Envelope Company
of
Blackman-Ross
O. H. Blackman
10 E. 33d
care
Company
York
Street New
City N. Y.
S. C. Parry President
Parry Manufacturing Co. Indianapolis
2. James
A.
Tawney
Indiana.
8. Elliott-Fisher
9. Frank
W.
Judson
Eleventh
George
11.
Elizabeth
N.
12.
Alice
and
W.
10.
Company
Secretary
Howard
Carlton
and
Paint
Co.
Nebraska.
Omaha
(unmarried)
Gushing
Glass
Ohio
Cleveland
621
Harrisburg Pennsylvania
Street
Midland
Streets
Box
and
Kate
Anderson
Vassar
College Poughkeepsie
Transient
Peter
14.
George Gray Williams
E.
Joseph
Harvey
H.
(unmarried) Surrey County
Dobson
Carolina.
13.
Henderson
Pocatello
16.
Cedar
Y
North
15.
13
Montgomery
Bangor
Manager
Hutchinson
Maine
"
Co.
Delivery.
Bureau
Adjustment
General
Harvey
Idaho.
Ward
Kansas.
Chicago 111.
18
BUSINESS
LETTERS:
Original: Nearly
but
have
we
goods,
when
us
should
we
send
we
much
we
send
that
hear
as
from
WRITE
sent
you
we
you
THEM
order
an
in urgent
are
at
and
once,
orders, please acknowledge
Nearly
:
ago
reply.
As
no
like to
hear
from
we
them
Unite
in
sent
we
are
at
you
orders, please acknowledge
you
for goods,
need
of these
in the
promptly
future,
and
save
order
an
you
in urgent
In
once.
them
for goods,
need
the
of these
future, when
promptly.
phrased, clauses,and sentences
in
another
logicallyrelated with one
sentence
one
closely and
are
weeks
two
received
should
we
3.
we
reply, and
no
like to
you
have
goods,
we
ago
TO
annoyance.
Improved
but
weeks
two
received
HOW
thought.
It offers
Wrong:
for those
who
wish
study painting.
same
affording an opportunity
literarystudy.
wish
It offers a course
for those who
to study painting,
Right:
time
at the same
affording an opportunity for literary study. Or,
wish to study painting, and
who
It offers a course
to those
at the
time
for
affords
an
same
opportunity
literary study.
We
art
are
catalogue. On the last page
Wrong :
sending you our
will find the price of our
of which
regular 10-inch machine
quoted
you
At
at
the
course
to
for
$100.
Right
which
at
a
time
:
you
We
are
will find
sending you our
the price of our
the
catalogue, on
regular 10-inch
art
last page
machine
of
quoted
$100.
claim
Your
Wrong:
claim
Your
there
not
being further
There
Right:
has
being
has
further
approved
been
information
not
been
our
auditing
mittee.
com-
our
auditing
mittee,
com-
necessary.
approved
information
by
by
necessary.
thought to a preceding thought by
and, hut or or unless the two thoughts are of equal value.
In other words, put subordinate
thoughts into subordinate
grammatical forms.
4.
Do
This
Original:
be
join
not
is
a
one
difficult
piece of work,
and
it is necessary
to
careful.
Improved
:
As
this is
a
difficult
piece of work, it is
necessary
to be
careful.
she
Original:
She
accepted
the
did
goods
not
wish
to
displease so
good
a
customer,
so
returned.
Improved : As she did not wish to displease so
she accepted the goods returned.
Or,
good
a
customer,
OF
UNITY
wishing
Not
displeaseso good
to
19
SENTENCE
THE
she
customer,
a
accepted the goods
returned.
Do
5.
and
to
principal clause by
a
hut.
or
native
state, and
of that
Right
Note.
And
"
for the
relative
conditions
the
there.
Or,
is
Stillson, who
conditions
the
in the
native
a
there.
last sentence
relative
two
a
there.
Stillson,a native
Mr.
our
Mr.
clause
it connects
that
the
Stillson.
Mr.
our
conditions
our
with
to
with
the
territoryto
the
before
reason
with
is familiar
who
state, and
of that
the
assigned
have
is familiar
who
is familiar
state, who
of that
territory
assigned the territoryto
have
We
:
assigned the
have
We
Wrong:
We
join a relative clause
not
is
rect,
cor-
clauses.
using clauses in an overlapping construction ;
that is, with the second
depending on the first,the third
the second, etc.
on
Avoid
6.
Original:
You
off the
2%,
took
which
in violation
was
Improved
took
you
was
of the
off the
of sale.
terms
will
You
:
check
when
they returned
your
you
paid about sixty days from date, which
will remember
in violation
2%
they returned
remember
of the
when
of sale.
terms
Exercise
check
your
5
.
the following sentences, and
Correct
correction
each
1. We
appreciated,
2.
as
As
and
possible,and
is very
of the
order
your
it is much
25th, and
for it.
you
sending the work
am
will find
you
again.
a
In which
will meet
5. We
about
year
of the
some
work
with
can
such
6. This
not
whom
to
will
you
case
arranged for
we
ago
hope that
4. We
that
we
agents, and
our
as
thank
of
as
very
students
many
good while
some
poor.
3. About
act
receipt of
requested, I
you
for
reason
your
:
in
are
give
we
are
shipped
we
give
us
in San
Francisco
to
books.
quantity of your
opportunity of serving you
an
the order
certain
firm
a
a
will be filled in
a
manner
approval.
your
account
for this
mistake, and
we
are
always
ful
care-
matters.
machine
is
becoming
construction, durable, and
easy
to
very
popular, and
operate.
it is
simple in
20
8.
lot of
are
write
business
does
company
them
on
a
so-called
able
of
Its rates
and
established
an
to
premium being computed according
accepted mortality table.
thank
for your
We
co-operation, as we certainly do need a
you
calls than
more
we
applicants at this time, as we have so many
basis.
legal reserve
to
life insurance
old-line
7. An
how
letters:
BUSINESS
fill.
to
and
by the board
will strengthen the institution.
of the company
who
not now
trustees
are
the 15th instant,
have
to provide for on
10. We
a
heavy payment
remittance
to apply against
the benefit of your
like to have
and would
accommodate
for
it
will
be
that
to
at
it and
us
possible
hope
you
that
believe
9. I
candidates
the
nominated
this time.
Clearness
Clearness
treats
of the
words, phrases, and
sentence.
every
A
It
clauses.
sentence
and
use
proper
may
is the
arrangement
of
first requisite of
be grammatically correct,
be so placed that the meaning can
may
yet its elements
determined, or the meaning conveyed may
not be definitely
For example, the
be entirelydifferent from that intended.
yesterday,"
sentence, "I met your brother going to town
But
to who
in doubt
going to town.
was
leaves one
as
to town
yesterday, I met your
when
written, "On my
way
brother," or "I met your brother on his way to town," the
meaning
is
Position
perfectlyclear.
adjectives where
Original:
Improved:
Original:
prices.
Improved:
prices.
and
of adverbs
like
have
have
to
like
I should
We
"
they will modify the word
I should
We
adjectives. Place
fine
a
a
see
very
line
you
much
of
very
to
adverbs
and
intended
much.
see
you.
elegant
children's
fine line of children's
suits
elegant suits
at
low
at
low
Caution
that
only requires special care, for the reason
placed.
in the
English language is so often misother word
As a general rule only should be placed immediately
The
no
before
word
the
word, phrase, or clause
that
it modifies.
21
CLEARNESS
in the
Thus,
only modifies
speak
brother
your
only for
may
of
be
words, should
meaning intended.
like
He
Original:
said
great deal
a
for
did
him, but
saw
intended
the
end
is that
not
I
saw
of sentences),
spoke
"He
as,
clauses.
visited
one
of ice cream,
to learn
only
only.'*
me
clauses,
the
convey
that
creamery
order
in
to
and
Phrases
"
placed that they will
he
moment,"
a
longer.
it modifies;
so
that
I
meaning
no
and
phrases
that
arise (as at
no
Position
f
moment,
a
ambiguity would
be placed after the word
When
idea
the
conveys
brother
your
saw
evidently the
while
him,
to
and
saw,
only
"I
sentence,
was
facturing
manu-
something about
the business.
visited
business, he
of ice
deal
that
one
order
in
that
creamery
learn
to
about
something
manufacturing
was
a
the
great
cream.
Place
1.
said
He
Improved:
the
participleas
near
possible to the word
as
it modifies.
I looked
Original :
reading
home,
saw
a
On
Place
2.
my
reading
man
window,
a
and
saw
a
on
man,
my
way
book.
a
Improved:
through
a
I looked
home,
way
a
window
and
book.
relative pronoun
the
through
as
near
possible to its
as
antecedent.
.
Original:
The
Improved:
When
for
the
"He
jests
be
When
at
in
came
scars,
would
who
be
at
wooden
ate,
we
not
placed
small
a
fruit, which
meaning
smoothness,
as,
fruit
The
box, which
in
came
obscure, the
distance
some
a
small
relative
from
we
ate.
box.
wooden
clause
its
may,
antecedent;
felt a wound."
never
subordinate
clause
is
introduced
by if,
when, as, while, though, although,etc., force is often gained
by placing it before the principal clause. This is especially
true in long sentences.
3.
Original:
and
to
scenery
to
city and
I should
be
to my
friends,
delighted to introduce
you
show
the objects of interest in our
city and the beautiful
you
in the neighborhood, if you
here.
were
Improved:
you
a
my
the
//
you
were
introduce
here, I should
be
show
objects of interest
friends, and
to
beautiful
scenery
you
in the
the
delighted
neighborhood.
to
in
our
22
BUSINESS
4.
should
In
conditional
be
Original:
The
do
Improved:
parents
how
expectations
only
not
only
not
Either
of
disappointed if
are
is wasted.
hard, the
expectations
The
hut
advice,
he
helped
me
btit
helped
me
I will.
or
Personal
Pronoun.
Make
"
the
cedent
ante-
clear.
his father
boy assured
boy said
The
correlatives
I will.
or
he shall leave
the
advice,
good
me
gave
of
is wasted.
good
me
of personal pronouns
:
parents
money
shall either leave
He
Antecedent
Improved
the
"
gave
clauses
principal clauses.
conjunctions. Place
parts of speech.
He
Improved:
Original:
of
them
subordinate
correlative
He
financially.
Original:
Improved :
the
disappointed, and
same
Original:
financially.
from
not
hard, and money
// the children do not work
of
before the
write
work
are
Position
to
sentences, the
kept distinct
the children
the
letters:
to
his
that
he
right.
right."
was
father, "You
are
Or, The
boy said to his father, "I am
right."
Original: This law will be tolerated by the new
long as it is perfectly harmless.
Improved : This law will be tolerated by the new
long as the law is perfectlyharmless.
of this kind, when
In sentences
report
the
in the
conversation
the
form
antecedent
of
can
direct
a
party
only
so
party
only
so
be
not
repeated,
quotation.
While
prepositions,
Repetition of important elements.
be
often be omitted, they should
conjunctions, etc., may
repeated in the following constructions.
its objects
1.
The preposition should be repeated when
separated by an intervening phrase, or by a verb and
are
its object.
"
He
Original:
helped
him
forgets the
when
particular.
He
Improved:
helped him when
in particular.
he
was
gratitude
poor
and
that
he
those
to
owes
uninfluential, and
that
John
Smith
in
The
the
forgets the
he
first sentence
gratitude
that
he
was
and
poor
might
owes
gratitude
to
be
he
to
to
owes
uninfluential, and
construed
those
that
mean
that helped him
those
to John
that
and
he
that
Smith
forgets
helped
John
23
CLEARNESS
Smith.
The
he
to
owes
in
Smith
second
sentence
and
him
helped
that
those
that
means
gratitude
the
gratitude
forgets the
he
he
John
to
owes
particular.
connected
by a conjunction are
such as to require different prepositions after them, both
prepositionsshould be expressed.
When
two
Original:
Improved
I had
2.
confidence
no
I had
:
When
3.
words
two
to should
or
than
a
they
are
to
hear
the
bark
the
is
to
reference
would
a
leaves.
gleaming through
the
of
bark
the
of
leaves.
more
wise
other-
not
shall be
treasurer
elected
for
a
period
years.
Improved:
period of
The
wildcat
a
secretary and
The
Original:
and
surprise
no
thing, if the meaning
or
same
clear.
be
of three
been
of
eyes
the
surprise to hear the
gleaming through
no
article when
the
person
one
a
in
be repeated when
wildcat
have
the
see
Repeat
4.
.
to
or
raccoon,
been
of
eyes
It would
Improved:
a
the
see
used
are
intervening words.
of
have
It would
Original:
raccoon,
number
a
respect for him.
or
infinitives
more
or
construction, the sign
separated by
in
confidence
no
respect for him.
or
The
three
implies
while
the
that
second
and
secretary
one
persons,
the
shall
treasurer
be
elected
for
years.
first sentence
treasurer,
and
secretary
the
one
shall
person
other
be
both
that
implies
sentence
secretary
there
are
two
treasurer.
\,
that, who, when, where, if, etc., introduce
before each member
series of clauses,repeat the connective
When
5.
a
of the series.
Original:
take
the
matter
Improved
then
take
the
is
a
there, and
matter
We
native
who
a
have
native
there, and
he
there
of that
would
us
and
soon,
he
would
then
be
here
the
territory
to
himself, is familiar
for sometime
the
to
that he
would
there
for
Stillson,
Mr.
our
with
the
conditions
come.
territory to
himself, who
will remain
and
soon,
in detail.
more
assigned
state
here
be
in detail.
assigned
state
have
who
would
more
with
of that
We
us
that
up
will remain
Improved:
is
said
He
he
that
with
up
:
Original:
who
said
He
is familiar
some
Mr.
our
time
with
to
come.
Stillson,
the
ditions
con-
24
Repeat the
6.
word
any
I shall
with
7.
I shall be
:
with
me,
Do
not
and
the
form
expressed in
the
other.
Original :
Improved
I shall
them
other
arrangements.
fulfillhis ments
engageother
arrangements.
not
make
to
fulfill his engagements
not
auxiliary verb
an
is the
same
feel, as
in
one
the form
as
always have, that he is
I have
always felt,that
I
feel, as
I shall
:
endeavor
understood
unless
clause
does
if he does
principal or
a
write
make
to
disappointed
shall
/
omit
if he
disappointed
will endeavor
and
me,
Improved
be
to
subject of several verbs when
that is capable of being a subject.
common
between
comes
Original :
how
letters:
BUSINESS
in the
he
wrong.
is in
the
wrong.
Original:
Improved:
a
flowers
The
Repeat
8.
as
The
flowers
principalverb
verb
of the
in
and
grass
green.
grass
was
the
to he when
and
clause
one
the
and
bloom,
in bloom,
were
form
any
in
were
it is used
auxiliary in
an
as
green.
another.
Original :
She
She
Improved:
by
every
one
in
admired
and
by
every
the
was
of
cynosure
and-
all eyes,
admired
w;as
present.
principles."Express clearlythe subject of
Miscellaneous
in
of all eyes,
cynosure
present.
one
a
the
was
participle.
Original:
opposite
Improved:
opposite
Standing
the
on
seashore,
two
vessels
are
Standing
on
the
seashore, /
saw
two
vessels
moving
directions.
subject consists of a series of
phrases, or clauses, force is gained by using some
word, such as thesCyall,etc.
2.
moving
seen
directions.
words,
the
When
Original: Cotton
and populous cities are
Cotton
Improved:
and
populous cities
"
and
not
and
these
gold,
banks
the elements
gold,
are
banks
not
the
rizing
summa-
and
railways,
crowded
that
constitute
a
and
ports
great nation.
railways, crowded
elements
that
ports
constitute
a
great nation.
3.
the
comparison in the comparative degree,
thing compared, should always be excluded
In making
person
or
a
26
BUSINESS
15.
You
letters:
depend
can
how
his
on
to
write
whatever
doing
them
he
undertakes
do
to
well.
16.
It is
notion
prevalent
a
on
a
18.
on
The
the
adds
1. The
earth
looks
to
went
Britons
5. The
meaning
if it
as
directly turn
to
received
by
least
at
flat
one
any
conducted
during
the
day
fought
boys
to
Clauses
on
the
who
met
flock
a
of
map.
him
sheep,
bravely
as
is unmistakable
Twenty
"
and
were
driving
town
4. The
6. Wanted
all checks
of Phrases
taken
be
might
3. He
is determined
machine.
adding
He
true
nearer
is only profitable when
of
amounts
Position
2.
mainly
scale.
large
an
of sugar
manufacture
He
be
character
around.
statement
17.
man's
a
It would
by his environment.
this
that
as
horseback.
on
the
as
of his presence
weed
Romans.
here.
from
onions,
robber.
a
ten
fifteen
to
old.
years
received
7. He
8. He
bought
9. He
could
10.
Wanted
reward
a
the
house
the
see
praise
in which
by
of all for his
lives, for his
he
who
legal firm,
a
bravery.
residence.
own
through
full sail
under
ship gliding
stenographer
A
"
the
and
a
glass.
spy-
also
can
do
collecting.
as
Nature
12.
Teachers
far
as
13.
Please
14.
Everybody
twenty
15.
to
of his
should
the
am
of God,
image
the
try to repress
a
father, if he is
tell my
well
as
of
practice
the
as
Scriptures.
throwing
stones
that
thought
this
I shall
home,
at
destined
was
not
to
be
back.
hurry
great
a
city
ago.
years
went
the
on
stage, for which
she
had
strong
a
inclination,
living.
the
When
work
17.
I
me
possible.
She
gain
16.
my
tells
11.
and
You
can
future
18.
Did
19.
I called
20.
He
you
cat
began
to
tell what
course,
by
take
the
at
is like
the
a
talk
to
the
book
room,
feeling tired,
aside
I laid
her.
will be
man's
beast
the
into
came
the
direction
to
home
of prey,
the
higher
level, whether
in which
who
visited
who
is devoid
us
lower,
is headed.
he
library,that
or
I lent
sometime
of
you?
ago.
compassion.
27
CLEARNESS
spectacles,that
no
not
can
boots, that
nor
see;
can
walk.
not
has
him
with
Life
22.
in
ended
which
mistake,
sad
a
with
began
bright prospects.
such
This
23.
to
needs
He
21.
will take
way
2. We
neither
give
you
not
only
think
must
3. I
not
5. You
can
with
for
hope
neither
also
of ourselves, but
the
writer
but
only speaks English,
4. She
favors.
nor
money
acquainted
neither
am
skill
hath
of Correlatives
Position
1. I will
that
house
gentleman's
a
burdens.
off these
take
to
you
success
his works.
nor
also
of others.
French
and
in
this
in
abundance,
course
German.
nor
in
but
silver
quick-
the
other.
6. California
only produces
not
gold
also.
7. It will not
merely
interest
8. This
merely
intended
is not
children, but
interest
to
people
grown-up
people,
but
too.
instruct
to
them.
good
9. The
of
his
10.
They
from
from
only
drew
their
wealth
not
2.
the
boy promised
If fresh
milk
3. The
farmer
4. The
lad
does
told
respect, but
can
experience
knowledge
of the
Personal
also the
love
he
not
with
the
neighbor
that
leave
his
the
key,
locked
that
if he
did
actual
ment,
govern-
history.
Pronoun
that
agree
of
of past
his father
his
not
their
of
Antecedent
1. The
deserves
beings.
fellow
but
only
not
man
would
his debts.
pay
child, boil it.
his
father, for
cattle
if he
were
in his
should,
he
corn.
would
die.
5. He
putting
he
at
last
it in his
6. He
told
would
return.
found
2.
I
his friend
3. He
tried the
never
may
door, and
went
away,
pocket.
of
Repetition
1. He
the
have,
old and
nor
not
feel better
Important
Elements
new
be successful
method.
will agree
never
in
in half
politics,as
to such
he
has
a
proposal.
in business.
an
hour,
28
BUSINESS
4. We
have
5. He
letters:
large and
a
has, and
never
to
how
small
write
them
dictionary for the
probably
will
never
of students.
use
forgive me
for
deceiving
him.
6. Our
editorial
7. The
council
will
page
it
as
"
always has
support
"
worthy
any
cause.
such
has
not
nor
now,
had
never
the
make
to
power
law.
a
8. The
question has not, and
probably
will be
never
satisfactorily
settled.
9. He
belongs
of water
10.
13.
will
15.
and
the
no
said
the
no
make
him
trying
in
would
i only
5. All
had
once
word
not
reparation
had
what
see
befriended
once
party.
he
to
owes
Robert
peril.
to
see
us
to
go
Exercise
day.
a
it.
again.
over
sentences
like to
of subsistence,
will make
pleasure of hearing from
is wrong;
word
6. I should
7. He
the
means
who
whole
decided
hardly endure
not
the
was
and
business,
not
are
go
it out.
erase
with
scarcely
a
correct.
you
moment
when
he
returns
to
fully.
more
have
you
the
recite
3. Repeat
has,
never
unjust, and
city, at his home
able
be
the matter
over
hope that
4. That
ever
genuine friend.
same
he
the
and
country
the
have
to
preserved him
that
go
can
can
any.
man
the
who
said
may
2. I
or
drawers
done.
disposed toward
use
of the
apologizes and
Review
1.
have,
was
purchase
to
if he
has
in the
We
and
prevail; it
measure
destitute
was
which
him
he
well
Both
that
will
truth
naturally grateful to the
was
He
that
that
he
with
pardon
was
It is
we
notion
man
money
city,and
19.
and
old
will find him
18.
the
misfortunes
of wood
organization of labor.
the friends
17.
you
the
to
and
16.
greatest
hewers
the
prevail.
damage
I
the
strongly insisted
I will
the
caste, and
one
one.
ridicules
The
had
of
any
He
14.
me,
one
He
opposed
for
is
never
12.
and
another.
to
11.
and
to
It
happen
to
very
to
much.
spare.
ahead
you
the
work,
return
mail.
with
by
29
CLEARNESS
is
8. Iron
He
11.
Detroit
12.
The
13.
There
14.
This
picture is
15.
It is
a
seems
is
17.
This
18.
I
19.
We
20.
Please
21.
The
The
24.
I
have
seemed
not
report
child
a
have
and
saw
my
They
soon
never
friend
when
I
ill until
other
the
place
in
the
into
cashier.
Chicago
parents.
any
such
a
measure.
afternoon.
Saturday
m.
city.
the
to
without
boy
at 2 p.
in
firm
forced
be
men.
yesterday.
waiters
orphan
was
friends.
opinion of all
of
will
will take
performance
us
of any
little
poor
his
than
been
inattention
any
was
never
had
you
other.
beginners.
new
universal
the
largest business
the
of the
in
faith
welcome.
more
with
adopt
that
aware
be
facsimile
more
be
to
nearly alike.
dressed
would
to
business.
city in Michigan.
be
exact
an
plan
to
do
23.
his
any
to
who
man
good
was
We
seemed
no
seems
22.
largest of
is the
children
He
city in Michigan.
any
clearly to understand
10.
16.
metals.
all the
than
is larger than
Detroit
9.
useful
more
walking
down
State
whole
trade
of the
Street.
25.
had
entire
an
of the
monopoly
country.
horses
26. The
go
held
being tired, they
council
a
decided
and
to
farther.
no
27.
In
evening I counted
one
a
large number
of meteors
sitting on
piazza.
my
28.
As
they
about
were
leave, they began
to
collect
to
their
things
together.
29.
before
next
he
31.
32.
cast
gravel walk
he
heard
nothing, and
had
better
ground
on
I
not
expect
to
carriage stopped
to
the
house
merely intend
this
half
an
that
graves
scattered
were
horizon.
our
in New
agents
which
York,
premises daily.
at
amidst
as
in
better
home.
a
small
the
gate
nods
party.
34.
did
feel
not
the
on
through
the
did
go
the
above
coffee
our
if he
that
pale light
a
appeared
and
The
friend
that
import
is roasted
33.
his
moon
which
We
had
he
week.
thought
The
around,
that
told
He
30.
hour
said
He
a
suggestion.
which
and
led
smiles
by
of
the
a
short
whole
30
BUSINESS
LETTERS:
HOW
TO
WRITE
THEM
Effectiveness
Parallelism.
similar
Parallelism
"
requires that
two
or
more
ideas be
expressed in a similar way ; that is, if one
idea is expressed with an
the other should
infinitive,
be;
if one
is a participial
phrase, the other should be ; if one is
should be, etc.
Parallelism is a
a relative clause,the other
great aid
effectiveness.
to
The
Original:
Improved
students
The
:
students
and
to
began clapping their hands
began clapping their hands' and
shout.
ing.
shout-
Or,
The
students
and to shout.
began to clap their hands
who
have
Original :
Pupils
partly completed their
and having satisfactoryevidence
of the fact will be
advanced
put
in
the
classes.
have
Pupils who
partly completed their
have satisfactoryevidence
of the fact will
Improved:
and
the
where
else-
course
who
advanced
classes.
where
else-
course
be
put
in
Or,
Pupils having partly completed
satisfactoryevidence of the fact will
their
be
course
elsewhere
and
put in the
advanced
classes.
having
Repetition for emphasis. Do not hesitate to repeat a
ness
clearto secure
word
or
phrase if the repetitionis necessary
or
emphasis. In fact,one of the most effective means
at the
of securing emphasis is by the repetitionof a word
beginning of each of a series of phrases or clauses arranged
"
in cumulative
order.
perhaps in that pile of
discarded
behind
the desk is missing something of value,
mail, the man
would
in his business, something which
help him
something which
would, if he availed himself of it,enable him to turn out better goods
Our
Emphatic:
at the
same
next
thought
was
that
cost.
With
automobiles,
Emphatic:
emergency
my
and
with
modern
supply rooms,
repair men,
garage
my
and
what
is
more
good
important
quick service,
"
Repetitions
should
1.
Avoid
phrase within
to
be
avoided.
"
Such
with
I
my
can
give
you
the
lowing
fol-
work.
repetitionsas
carefullyavoided :
the unnecessary
repetitionof the
expert
be
a
short space.
same
word
or
EFFECTIVENESS
rule in such
one
Improved
rule in such
one
hut
we
you,
but
we
have
but
have
only
cases.
the
hope
We
Poor:
like to accommodate
should
the repetitionof
Avoid
2.
you,
cases.
We
:
accommodate
like to
should
We
Original:
31
-
note
wrote
we
of similar sounds.
succession
a
a
you
few
days
has
ago
been
received.
that
We
trust
Improved:
few days ago.
a
you
Avoid
3.
repetition of hut, and,
frequency.
the
noticeable
with
Original: I am
examinations, and
I made
that
sure
as,
letter
wrote
we
for, since, etc.,
pretty good grade
a
past, and
for sometime
studied
I have
the
received
have
you
all my
on
I
resting
am
now.
Improved :
examinations,
would
able
be
Improved:
would
able
be
letter.
I
have
no
attractive
/
at
said
that
to
carry
the
thank
will
for the
you
which
have
me
magazine
Your
as
and
to
no
doubt
congratulate
to
to
express
I
can
get
a
that
concession, he
the
you
little time
of
have
you
or
our
or
struction
con-
paragraphs.
ing
interest-
recommendations,
sales.
/ congratulate
I
hope
your
proposition
extended.
pleasure in receiving your
kind
mendations,
recomheartily for your
you
sales.
our
materially increased
of your
the good circulation
upon
my
hope that
to
word
magazine, and
expectations.
considering your
your
express
thank
to
concession
the
same
kind
your
your
pleasure
expectations.
your
proposition will receive
overreach
soon
and
to
agree
increased
of
courtesies
hasten
complex
a
pleasure in receivingyour
my
overreach
the
I
Improved:
letter
interesting
the
restingnow.
plan through.
materially
give myself
early date.
Allow
would
we
circulation
good
number
/ thank
if
heartily for
you
shall
an
to
agree
all my
on
plan through.
to express
doubt
the
upon
He
would
we
the
carry
I hasten
Original:
you
to
that if
the too
at
which
as
frequent use of the
the beginning of sentences
Avoid
5.
am
repetition of that in
the object of a verb.
said
He
Original:
past, I
careless
the
clause used
noun
pretty good grade
a
for sometime
studied
I have
as
I made
that
sure
am
and
Avoid
4.
he
I
my
give
your
earnest
to it.
attractive
number
consideration
will
just
as
32
BUSINESS
I thank
letters:
for the
you
how
courtesies
to
write
have
you
them
extended.
of the essentials of a
Brevity. While
brevity is one
business letter,it is to be secured, not by omitting subjects,
articles,auxiliary verbs and prepositions,but by leaving
out all unnecessary
matter
and by stating concisely and to
the point what
has to say.
The
one
following cautions
"
should
be observed
Do
1.
:
omit
not
the
subject of
a
when
sentence
it is in
the first person.
Poor:
Better:
have
We
Note.
and
received
Have
"
When
received
the
"We
when
the
have
it is the
received
of
the
as
order
15.
of November
compound
a
of
subject
same
your
of November
order
your
members
closely connected,
omitted
order
your
the
15.
sentence
second
member
subject of the
of November
15 and
are
be
may
first member;
will
short
give
as,
it prompt
attention."
2.
Poor
Do
I
:
omit
not
not
was
I
Better:
the articles a, an,
was
of terms
aware
not
on
which
of the terms
aware
the.
and
goods
which
on
were
the
sold.
goods
were
sold.
3.
As
Original :
Improved
The
rule,do
a
Your
Your
:
not
note
omit
prepositions.
falls due
note
conversational
May
falls due
on
style. One
"
10.
May
of
10.
the
best
means
of
increasing the effectiveness of a business letter is to give
To acquire
it the conversational
style the personal touch.
style, imagine your
respondent
coran
natural, conversational
easy,
"
across
the
desk
from
you
and
talk
to
him
on
possible,just as you would in a personal
interview.
The
judicious use of such contractions as Fll,
we've, well, you'd, etc., help to give a letter the personal
be used
touch.
In the sales letter,such contractions
may
in the collection letter or
with good effect,and sometimes
the letter answering a complaint; but in letters of application,
be
introduction, and recommendation, they would
out of place.
paper,
as
far
as
34
BUSINESS
its
name
have
"We
; as,
how
letters:
to
write
them
letter of June
your
5,"
"Your
not
letter of the 6th instant,"
Kind.
See esteemed.
"
A
Oblige.
"
weak, meaningless close
origin,and
with other words
of Latin form; as,
Use a with week, day, month, year, etc.
Per.
^A word
to
"
Same.
"We
of Latin
Incorrectly used
"
regret the
inconvenience,"
has
caused
not
used
when
the
are
a
you
has
not
error
inconvenience."
is understood
(prices)as
Stilted and
"
per
regret the
any
after it ;
quoted
we
diem,
used
only
annum.
per
Say,
pronoun.
caused
you
any
and
hope same
Same
is correctly
prices
as, "These
last week."
you
overworked.
be
should
personal
a
hope it
"We
not
noun
same
Stated.
and
error
as
letter.
a
Inform,
say,
tell is
or
usually better.
Valued.
See esteemed.
"
Would
say,
wish
to
etc.
say,
Say, "We
regret that
request," not "In reply to
regret,"etc.
Writer.
"
Undesirable
it is awkward
that
as
and
a
we
"
^Wordy and generallyuseless.
not
can
comply with your
letter would
your
substitute
fixes attention
for
on
say
that
I, for the
the
we
reason
writer
even
Say, "In reply to your letter of
the matter," not "In
June
carefully over
5, I have gone
reply to your letter of June 5, the writer has gone carefully
than
more
the
use
the matter."
over
How
a
how
way.
to
Begin
a
Letter
emphatic places in a letter,just as in a sentence
fore,
paragraph, are the beginning and the end. It is,thereshould
study carefully
important that the student
effective
to begin and close a business letter in the most
In many
letters,especiallyin sales letters and letters
The
or
of /.
most
HOW
A
BEGIN
TO
35
LETTER
be
complaints, the
answering
utilized to put
opening paragraph may
attitude
in the right mental
reader
the
to
that follows.
receive the message
While it is usually desirable to make, in the first sentence,
reference
some
is being answered,
that
letter
the
to
by
referringto its contents or its date, it is much better to make
thank
this reference incidentally. Thus, "We
for the
you
in your
letter of June
25;" "We
suggestion contained
not satisfactory,
regret to learn that our last shipment was
letter of the 15th, which has just reached
as
you
say in your
us;" "The goods ordered in your letter of September 12
will be shipped the first of next week."
Avoid
such weak, stereotyped opening phrases as, "We
beg to acknowledge receipt of your valued favor of recent
esteemed
favor
of the 15th
date;" "Replying to your
instant ;" "In reply to your
favor of the 20th ultimo."
The following paragraphs illustrate both the weak, overworked
of beginning
openings and the easy, natural way
a
letter
:
Poor:
giving same
Improved
this
valued
Your
Thank
Improved
reply
In
Original:
beg to advise
to
beg
6th instant, with
order
Improved :
bags of peanuts,
We
your
to
favor
in
of your
acknowledge
for your
and
are
been
of
order
of June
give
respect.
been
instant,
shipped.
reply to
shipped.
favor
your
thanks.
order
shall
25th
for which
your
our
in
you,
have
receipt
please ac'cept
thanks
the
already
informing
orders
We
in every
of
have
orders
just in receipt of
are
our
hand,
10.
please you
to
for 50 bags of peanuts,
for which
accept
is at
of June
esteemed
pleasure
both
25, that
We
instant
order
hope
of your
take
We
:
letter of March
Please
and
that" both
Original:
for your
you
attention
prompt
our
10th
attention.
prompt
our
:
of the
order
accept
of June
your
of
the
thanks.
6 for
50
Or,
6 for
50
of
bags
peanuts.
We
Original:
to
loss
have
bill to
on
orders
receipt of
#412 Harwood
property
given
in
are
to
have
a
your
favor
of the
Street, and
carpenter
make
7th
inst. relative
beg to advise
the repairs and
that
we
forward
us.
Improved
:
We
are
pleased to
inform
you
that
we
have
given
orders
36
BUSINESS
have
to
a
how
carpenter
make
the
forward
the
bill to
and
Street
letters:
to
repairs on
the
them
property
412
at
in your
requested
as
us,
write
Harwood
letter of the
7th.
We
Original:
favor
of recent
shipped
we
doz.
be
Improved
of these
We
be
The
best
price
which
to
We
that
state
our
the brushes
best
very
esteemed
your
price
for
}/2
best
very
letter of November
price for
of your
contents
refer
you
the
were
of these
would
acknowledge
to
that
refer in your
one-half
dozen
Or,
the
dozen
beg
advise
you
and
you
our
each.
50c
for one-half
Original:
in which
to which
carefully noted
brushes
10.
brushes
large size, and
would
have
large size,
of
contents
each.
The
the
noted
in reply thereto, would
the
were
50c
:
were
carefully
date, and
you
would
10
have
the
second
letter of November
large size, and
be
receipt
of
which
we
coat
our
very
each.
50c
your
sent
favor
recent
you
also
was
small.
too
We
Improved:
November
In
Original:
would
is
the
the
The
having
matter
matter
careful
our
Your
Original :
to
esteemed
much
very
second
reply
that
state
Improved:
20th
regret
19, that
coat
we
is
having
which
of
favor
careful
our
refer
you
your
letter
also too
was
you
esteemed
your
to
learn, from
to
sent
recent
of
small.
date,
we
attention.
in your
letter
of the
attention.
favor
of the
18th
inst. to
hand
and
tents
con-
noted.
Improved
letter
It is
:
regarding
furnish
regarding
How
a
our
pleasure
1916
to
model
to
me
and
acknowledge
to
note
be
so
information
you
car.
your
to
Close
a
Business
Letter
Since the closingparagraph occupies so
it should
the
personally your
constructed
as
to
add
to
important
a
place,
the effectiveness
of
closing paragraph gives the letter a
istic
finished touch.
It should be a'natural conclusion, characterof every-day life,and
consistent with the preceding
any
parts of the letter. A closing that is used without
best of
the very
of its appropriateness will weaken
sense
letters.
The
beginning with
participial constructions
inherently
hoping, thanking, trusting,assuring, etc., are
that they
weak, often meaningless,and are used so much
the
letter.
A
good
HOW
be
can
constructed
so
but
Often
separate closing paragraph,
no
paragraph is desirable
a
letter
a
to
prevent
direct statement
a
usually better to make
thank
the participialphrase; as, "We
use
you
order," rather than "Thanking you for your order,
is
abruptness, it
than
need
to
as
such
when
37
LETTER
strengthen the letter.
than
rather
weaken
A
CLOSE
TO
to
for your
are," etc.
we
careful study of the
A
student
the
enable
following closing paragraphs will
of the cut-andonly to avoid many
not
expressions that lessen the effectiveness of so many
but to close his letters in a natural,effective
business letters,
dried
way:
Hoping
We
Improved:
Weak
hear
to
:
from
you
thank
would
soon,
we
are,
to
write
us
you
etc.
by Wednesday,
the
25th.
Weak:
Trusting
samples,
some
Improved
:
that
We
Original: Thanking
from
again in
you
able
to
:
serve
Weak:
desire
to
serve
desire
earnest
Weak
serve
we
samples.
some
you
trusting that
we
may
etc.
are,
order
and
inquiry
your
for your
you
it will be
that
Won't
Improved:
you
trust
that
we
be
may
and
assuring
you
of
our
inquiry
and
assure
you
of
our
you.
early date,
an
sending
etc.
are,
thank
Trusting
:
at
to
of
future.
near
for
you
order, and
for your
in the
we
We
pleasure
send
us
future,
near
you
again
you,
:
the
let
you
for the
you
the
thank
Thanking
Improved
the
We
you
that
suggest
hear
Improved
have
may
etc.
are,
we
we
we
for you
to
make
tance
remit-
etc.
are,
please
you
convenient
make
a
us
remittance
by Tuesday,
15th.
Weak
:
again,
and
are,
Hoping that
assuring you
we
that
the
the
order
opportunity of serving you
will be filled satisfactorily,
we
etc.
Improved
again,
you
:
We
hope
in which
case
that
we
will merit
your
Original: Thanking
you
that
manner
reach
have
may
you
in good
season
and
you
are
will
entire
us
the
an
opportunity
order
will be
to
serve
filled in
a
approval.
for the
open
give
certain
order, and
up
hoping the goods
satisfactory,we remain, etc.
will
38
BUSINESS
Improved
reach
it will have
Improved
you
We
:
send
may
Weak
:
our
order
with
and
prompt
promise
WRITE
in every
favored
our
TO
for your
please you
be
to
HOW
you
and
Trusting
:
that
you
thank
We
:
promptly
you
Weak
LETTERS:
and
very
hope
the
goods will
way.
early
your
careful
best
THEM
order
and
attention,
attention
to
we
assuring
etc.
are,
any
order
beg
to
that
us.
that
Trusting
we
have
may
order,
your
we
remain,
etc.
Improved
shall
We
:
appreciate your
Original: Thanking
with
favored
order
an
We
Improved :
pleasure of being
in advance
you
from
shall
appreciate
of service
rule, words
to
used
for
in the
you
and
reply
a
future,
near
the
kindness
we
of
hoping
etc.
are,
reply, and
a
be
to
the
you.
Words
Compound
As
order.
in their
tion
regular grammatical relashould
be written
and
construction
separately, but
when
they are used together to express a specificmeaning,
they should be joined with a hyphen or written solid.
Take, for example, iron fence, iron-saw, and ironwood.
of iron, which
is clearly exAn iron fence is a fence made
pressed
words.
made
when
written as two
Iron-saw, a saw
to cut
a
connected
iron, if not
idea
the wrong
kind of hard
a
with
the hyphen, would
made
convey
of iron.
Ironwood,
the meaning when
wood, clearly conveys
be said that no expression
written solid. In general,it may
be changed from two
or
in the language should ever
more
solid
without
either hyphenated
into
words
or
a
one
that
"
it is
saw
a
"
"
change of sense.
compound
Many
through long usage,
While
there
compound
is
a
words,
have
once
come
written
to
be
written
lack of uniformity in the
words, the
with
manner
following rules reflect
the
as
hyphen,
one
word.
of
writing
general
the
usage:
1.
Vice and
ex
used
as
parts of titles are
the other part of the title by
ex-President
Roosevelt
a
connected
hyphen.
Vice-President
Marshall
with
When
2.
and
noun
a
participleare
be connected
by
modifier, they should
money-making
The
hyphen
0
used
a
as
adjective
an
hyphen.
a
order-producing ideas
good-looking lines
plans
labor-saving machines
3.
39
WORDS
COMPOUND
prefixes co and
when
compounded
should
re
be
followed
by the
beginning with
words
with
e.
or
co-ordinate
prefixesselfand
The
4.
re-enforce
are
followed
by the hyphen,
all-important
should
numerals
Compound
5.
all
self-control
self-confidence
re-enter
re-elect
co-operate
be
all-seeing
with
written
the
hyphen.
fractions
When
6.
should
When
a
three-fourths
seven-eighths
with
is compounded
numeral
adjectivemodifier,the parts should
with the hyphen.
to form
an
forty-footlot
six-storybuilding
to
form
an
by
a
in the
9.
words
"
When
are
when
11.
note
56-inch
ill-bred
tread
these
words
are
is not
so-called
well-informed
used
merely
required ;
to
as,
modify
"He
half-hearted
quarter-pound
participle
a
is well informed.''
prefixed
half and quarter when
generally followed by the hyphen.
words
half-dollar
10.
four-legged animal
predicate,the hyphen
The
be connected
30-day
rule
word
hyphen.
above-mentioned
Note.
two-foot
another
above,ill,well, and so are used with a participle
ciple
adjective modifier,they are joined to the parti-
When
8.
hyphen
a
parts.
two-thirds
one-half
ninety-seven
expressed in words,
are
the two
connect
7.
seventy-eight
thirty-five
twenty-one
to
other
half-witted
second-rate,etc.,
First-class,second-class,first-rate,
used as adjectives,require the hyphen.
Certain
combinations
of words
are
sometimes
used
40
as
adjectives,and when
made-to-order
Today, tomorrow,
"
solid.
the
omit
hyphen or
the hyphen.
The
so
to
write
them
be hyphenated,
used, they should
out-of-the-way place
ready-made suits
well-to-do
man
I-told-you-soexpression
garments
end-of-the-year rush
Note.
how
letters:
BUSINESS
In
following words
and
tonight
business
are
may
be
written
correspondence
written
with
the
either
tendency
the hyphen
is to
:
above-mentioned
good-will,noun
post-office,adj.
bird's-eye,adj.
hard-hearted
brand-new
high-class,adj.
high-grade, adj.
right-hand, adj.
rock-bottom, adj.
by-laws
by-product
with
so-called
ill-bred
short-lived
card-index
ill-natured
car-load, adj.
labor-saving
left-hand,adj.
stepping-stone
well-known, adj.
well-informed, adj.
wide-awake, adj.
cross-examine
cross-question
every-day, adj.
first-class,
adj.
make-up,
noun
old-fashioned
whole-hearted
out-of-door, adj.
whole-souled
with the prefixesover, under, ajter,non,
Compounds
fore,semi, sub, counter, and out are written solid.
12.
overdue
nonpayment
subagent
subcommittee
overcharge
nonresident
underestimate
foretell
countercharge
undercharge
foresight
semiannually
semimonthly
counterbalance
afternoon
afterthought
outstanding
outside
ending with house, room,
Compounds
ship,side,maker, mill,work, holder,keeper,man,
generally written solid.
are
13.
Each
one
word
of the
:
following expressions should
be
shop, hook,
and
woman
written
as
42
BUSINESS
letters:
how
to
write
them
Syllabication
In
often
order
to
divide
to
necessary
uniform
a
preserve
word
a
right-hand margin, it is
the end
at
of
a
line.
The
between
always be made
syllables,never
elsewhere.
The
following rules, while not exhaustive, will
in determining where
the
materially assist the student
division
must
division should
1.
Do
Wrong:
2.
Right:
Do
or
syllable.
one
brou-ght
sle-ight
letters together represent
more
one
be divided.
not
telep-hone
tele-phone
not
of
stren-gth
two
must
:
word
a
thr-ough
sound, they
3.
divide
not
When
Wrong:
be made
separate
arit-hmetic
mec-hanic
arith-metic
me-chanic
a
syllableof
toi-ling
toil-ing
letter from
one
the rest
of the word.
Wrong:
a-lone
man-y
Right:
alone
many
4.
the
When,
division
e-nough
enough
u-nite
bus-y
busy
unite
in forming derivatives,a consonant
usually be
should
made
between
is
doubled,
the
double
letters.
Wrong:
Right:
5.
it is
Do
Right:
Right:
6.
not
separate ed from
pronounced
Wrong:
shipp-ing
ship-ping
permitt-ed
permit-ted
a
as
ship-ped
shipped
rat-ed
Usually
a
remitt-ance
blott-er
remit-tance
blot-ter
of the word
the rest
unless
separate syllable.
refer-red
loan-ed
laugh-ed
referred
loaned
laughed
profit-ed
remit-ted
commend-ed
prefixor
a
suffix may
hop-ed
hoped
present-ed
be separated from
the
rest of the word.
Right:
il-legible annual-ly
ante-cedent
fiU-ing
sing-er
syllablestion,sion,dan,
dent, tient,dal, tial,tious,dous, gious,geous, and gicn.
7.
Divided
so
Wrong:
nat-ion
Right:
na-tion
as
to preserve
permiss-ion
permis-sion
as
optic-ian
opti-cian
effic-ient
ofRc-ial
effi-cient
offi-cial
USE
Exercise
Divide
in doubt
dictionarywhen
Use
abbreviations
Use
the letter.
they
save
of
sparingly, especially in the
all-important,they require
readilygrasps a word written
in doubt
When,
the word
of
reader, whose
time,
more
in full than
whether
interests
the
as
when
more
abbreviated.
abbreviate
to
eye
are
or
not, write
in full.
abbreviations
1. An
in
usage
regard
to
:
abbreviation
Abbreviations
capital letters.
begin
body
of the letter ;
the appearance
second
the part of the
a
on
following rules reflect the best
The
2.
to
as
a
Abbreviations
the part of the
on
syllables. Consult
into
:
They detract from
only a fraction of
writer, while
7
following words
the
43
ABBREVIATIONS
OF
should
of
proper
Abbreviations
always be followed
a
period.
titles,etc., always
nouns,
of
by
other
many
with
such
words
begin with
and
phrases
words
and
though
phrases do
capital letters, even
letters
in
full.
when
written
The
capitalization
begin
capital
is entirely a matter
of abbreviations
of usage.
For instance, free on
hoard is usually written
with small letters ; thus, /. o. 6., while collect
on
deliveryis always written with capital letters; thus, C. O. D.
abbreviate
3. Do
the names
of the days of the week
not
the
or
of the months
in the body of a letter; as, *'I will be at home
names
with
not
on
Monday,
Note.
"
January
Observe
5,"
that
not
when
"I will be
the
at home
month
on
Mon.,
Jan.
5."
the
day
of
precedes
the
44
BUSINESS
month,
d, st, or
when
the
May,"
4.
not
liartof
5. Do
The
E.
when
not
the
unless
state
a
it is used
as
a
do
you
the
in full and
the
following
addressed
person
that
signature
the
page
may
be
greater
presents
a
abbreviated
for
railroad,Ry.
of
part
are
a
not
"The
the
matter,"
a
railway, nor
name
proper
R.
Co.
R.
;
is at
"The
not
Co. for company
"The
Thus,
fault."
Co.
is
railroad
"The
willing to
company
arbitrate
matter."
#5,
abbreviation
the
not
number
5.
in
the
or
do
of
varies
usage
No.
But
number
"a
as
8. While
not
sign #
the
use
people."
writing
participleand the plural forms
of good authority:
O. K'd or
the
K.d;
figures;
abbreviation
past
of 0. K., the
O.
before
and
tense
following have
O.
K'ing
O.
or
as.
No.
5
No.
in such
the
present
the sanction
K.ing;
0. K's
be
in the
O. K.*8.
Note.
of
body
a.
But
instant."
10th
of
name
fault,"
arbitrate
expressions
or
the
on
title out
R. R. for
use
is at
7. Use
or
5th.
precede the day of the month,
goods will be shipped by the 5th
not
"The
that
are
Titles
words
willing to
the
March
not
requires it.
these
company
is
this
appearance.
6. Do
5,
THEM
Virginia," not "He lives in Va."
abbreviate
titles
a rule,
designating official positions ;
Coulter, President,''not "Prof. E. M. Coulter, Pres."
by writing
space
unless
WRITE
lives in
"He
as,
;
for
courtesy
better
as
M.
reasons
does
the
TO
thus, March
;
falls due
abbreviate
not,
as, "Prof.
used
month
note
address
an
HOW
required. Thus,
"Your
Do
th is not
of the
name
th is
d, St, or
of
LETTERS:
While,
"
the
m.,
p. m.,
while
often
as
a
rule, abbreviations
letter, the
have
following
i. e., viz.,etc.,f.
o. b.,and
abbreviated,
the
not
sanction
C. O. D.
better
are
should
of
used
good
usage
:
Instant, ultimo, proximo,
spelled
out
in
the
body
of
the
letter.
Abbreviations
of
the
Names
of
January
Jan.
September
February
Feb.
October
March
April
August
May,
Months
Sept.
Oct.
Mar.
November
Apr.
December
Nov.
Dec.
Aug.
June
and
July
should
Abbreviations
The
the
United
abbreviations
not
of
be abbreviated.
the
States Official Postal
of the
names
of
Names
of
Guide
the
the
States
gives the following
states, territories,and
45
ABBREVIATIONS
postal authorities
be used in addressing
that these abbreviations
and packages intended
for transmission
through
possessions of
recommend
all letters
United
the
The
States.
the mails.
Nev.
Alabama
Ala.
Arizona
Ariz.
New
Ark.
New
Jersey
Cal.
New
Mexico
Colo.
New
York
Arkansas
Nevada
Hampshire
,
California
Colorado
Connecticut
Delaware
:
District
of Columbia
Del.
North
Carolina
Dakota
C.
Fla.
Ga.
111.
Illinois
Indiana
Ind.
N.
Y.
N.
C.
N.
Dak.
Oklahoma
Okla.
Oregon
Oreg.
Porto
Kans.
Pa.
P.
Rico
Rhode
Island.
Ky.
South
Carolina
Louisiana
La.
South
Dakota
Maine
Me.
Tennessee
Maryland
Md.
Texas
I.
..P. R.
Kentucky
Massachusetts
Mex.
Pennsylvania
Philippine Islands
.
Kansas
N.
J.
.
D.
Florida
Georgia
H.
N.
North
Conn.
N.
R.
I.
C.
S.
'.
S. Dak.
Tenn.
Tex.
Mass.
Vermont
Vt.
Michigan
Mich.
Va.
Minnesota
Minn.
Virginia
Washington
West
Virginia
,
Miss.
Mississippi
Missouri
Mo.
Montana
Mont.
Nebraska
Nebr.
Alaska,
Idaho,
Iowa,
It is generally better
not
Ohio, and
to
Abbreviations
Al
first-class
=
acct.
ad.
of
a/c
or
adv.
or
=
'
advertisement
Wyoming
Wyo.
should
Maine
not
and
Oregon.
Commercial
bal.
bbl.
Terms
Av.
or
abbreviated.
be
Avenue
=
balance
=
brl.
or
=
barrel
.
Agt.
amt.
a.
bdl.=
agent
=
or
A.
or
Assoc.
Assn.
Assist,
Atty.
=
or
bundle
bg. =bag
amount
=
m.
M.
Asst.
attorney
=ante
=
=
meridian
Va.
Wis.
Ave.
account
=
W.
Wisconsin
Utah
abbreviate
Wash.
bkt.
basket
=
association
B/L=bill
assistant
Bs/L=
Bldg.
of
lading
lading
building
bills of
=
46
BUSINESS
bot.
Boul.
kg.
lb.
bu.
bushel
=
bushels
=
ct.
or
C.=
cent, cents
C.
O.
D. =cash
(or collect) on
delivery
Sec.
P.
thousand
mo.
Corresponding
tary
Secre-
A.
Certified
=
Public
No.
cwt.
or
=
dozen
Dr.
=
ea.
al.
et
etc.
=
et
f.
(and
cetera
so
ford.
ft.
pair
=
Pres.
=
President
Prin.
=
Principal
proximo
=
=
qt.
G.
F. A.
reed.
=
G.
P.
Rec.
Sec.
r.
m.
General
Freight Agent
General
=
Passenger
Agent
or
gro.
gr.
=
gross
p.
R.
R.
Ry.
hhd.
Sec.
hogshead
horsepower
h. p.
=
hr.
hour
=
i. e. =id
quart
=
hf. orhlf.=half
=
=
(that is)
St.
=
in. =inch
inst.
ult.=
int.
=
=
interest
(this month)
Recording Secretary
=
revolutions
=
per
railroad
=
railway
Secretary
S"r. or
Treas.
instant
received
=
Supt.
est
(next month)
=
=
A.
meridian
post office
gal. gallon
=
=post
postscript
pt. =pint
quire
qr.
foot, feet
=
P. M.
or
P. S.
board
on
forward
=
package
=
prox.
=
b. =free
o.
ounces
piece
m.
pr.
forth)
exchange
Exch.
=
payment
=
=
p.
alii (and others)
"c.
or
number
correct
ozs.
P. 0.=
et
=
or
pkg.
each
=
=
(note well)
pk. =peck
debit, debtor
=
memorandum
ounce
=
pc.
department
Dept.
doz.
bene
no.
payt.
hundredweight
=
=
month
K. =all
countantoz.
Ac-
credit, creditor
=
=
B. =nota
oz.
Cr.
memo.
manufacturing
Manager
=
=
N.
=
merchandise
=
or
O.
C.
limited
=
Mfg.
Mgr.
care
Cor.
pound
mem.
,
=
=
=
mdse.
=
hundred
c/o
=
M.=
box
=
inventory
jr. junior
keg
Ltd.
bus.
or
THEM
=
or
brought
=
c,
invt.
Jr.
WRITE
mvoice
=
brothers
=
brot.
bx.
Boulevard
=
brother
=
TO
mv.
Blvd.
or
Bros.
bu.
HOW
bought
=
Bro.
LETTERS:
sr.
senior
=
Superintendent
=
"
Street
=
Treasurer
ultimo
Vice-Pres.
=
(lastmonth)
Vice-President
minute
USE
viz.
vs.
or
V.
W/B
W.
or
B.
week
=
yd.
yard
=
yr. =year
=
waybills
W/Bs.=
Note.
to the
versus
=
wk.
(namely, to wit)
(against)
waybill
videlicit
=
47
FIGURES
OF
singular;
as,
abbreviations
of most
plural
The
"
lb.,lbs.; yd., yds.;
of
Use
adding s
bg., bgs.; pkg.,pkgs.
pes.;
pc,
by
Figures
be
in
given that will govern
should be expressed in figuresand what
all cases
to what
as
should be spelledout, the followingsuggestions will be helpful:
While
specificrules
is formed
no
can
dollar or more,
of money
amounting to one
expressing sums
the ^ sign and figures; as, $123.53; $25.
use
of money,
such
amounts
Note.
In expressing even
as
$25, it is
better to omit
the decimal
tracts,
point and the two ciphers,except in conlegal papers, and tables.
in figures
dollar may
be written
of less than
2. Isolated
sums
one
or
spelledout ; as, 50c, 50 cents, or fiftycents.
Note.
Do
less than one
dollar.
the sign $ for sums
not use
Thus,
1. In
"
"
It costs
25c,
$0.25
not
January
103;
numbers
250;
1530;
When
5.
should
drove
miles
30
in
percentages
as,
figures;
as,
bonds.
2k inches; 3%
or
figures;
words,
more
use
1,51^0,310.
be
numbers
in
expressed in figures, use
Monday,
on
mentioned
are
on
be
expressed
100
on
some
space,
figures for all ;
Tuesday,
75
short
a
as,
Wednesday,
"We
and
Thursday."
on
6. When
those
x
require three
several
of which
126
12
2^, 1916;
4. When
and
dates, dimensions,
Express
3.
$.25.
or
the
that
numbers
be
may
to
expressed in
one
frequent, spell out
words;
as, five,twenty,
not
are
two
or
forty-two,two
hundred, twenty thousand, ten millions.
7. As a rule, spell out
hours
of the day, distances, weights.,
ages,
and measures,
when
be
two
words ; as,
expressed in one
or
they can
"All
children
dismissed
are
Note.
a.
a.
m.
p. m.;
as, "I will call at 10
p.
m.
Spell
following a
not
out
generally
are
that
numbers
colon ; as,
"$5 is too
who
live two
miles
from
schoc'.
three o'clock."
prefer capitals, and
8.
of age
figures in expressing
and
m.
at
eight years
Use
"
and
under
much,"
clock
a.
written
m.
the beginning
''Five dollars
etc.
is too
with
of
a
in
connection
5 p. m."
or
in small
o'clock is written
at
time
letters, though
a
small
sentence
much
Observe
with
that
some
o.
or
for such
immediately
an
article,"
48
BUSINESS
letters:
how
to
write
them
PUNCTUATION
CAPITAL
Rule
with
The
1.
"
a
first word
of every
should
sentence
begin
capital letter.
Example
Rule
One's
:
2.
The
"
begin with
first
first word
For
God
And
Rule
3.
lies nearest.
line of poetry should
marked
each
every
secret
word
of
sorrowing day,
tear.
Bryant.
"
direct
every
quotation
capital letter.
a
Pope
:
hath
first
begin with
Example
that
one
of every
numbered
The
"
duty is the
capital letter.
a
Example:
should
LETTERS
dwells eternal in the human
"Hope
says,
breast."
Rule
4.
The
"
begin with
a
Rule
Ask
question should
making
you
time?
Every
"
direct
yourself this question. Are
of your
5.
of every
capitalletter.
Example:
the most
first word
should
noun
proper
begin with
capital
a
letter.
Example:
Rule
6.
Example:
American
Christian
Note
1.
with
;
the
2.
letters;
as,
by
from
Adams,
proper
New
names
should
nouns
America^ English from
long
usage,
which
from
of
adjectives have
land,
Eng-
they
are
lost all associations
derived, they
Stentor, herculean
religioussects
from
should
are
not
italized
cap-
Hercules.
begin with
Protestants, Catholics, Methodists, Baptists.
"
York.
Christ.
from
nouns
The
from
from
stentorian
as,
Note
Rule
When,
"
Quincy
Adjectives derived
capital letters.
"
begin with
'
John
Martha,
capital
north, south, east, and west should
begin with capitalswhen they refer to sections of the country,
but not when
they refer simply to directions.
7.
"
The
words
50
BUSINESS
letters:
Example:
He
God
has
reserved
has
Rule
16.
how
write
given the land
them
but
to man,
the
sea
Himself.
to
Common
"
to
when
nouns,
vividly personified,
should
begin with capital letters.
Example:
Come, gentle Spring.
THE
Series
Rule
Words
1.
"
of Words
or
should
construction
COMMA
Phrases
or
phrases used in a series in the
be separated from
another
one
same
by-
commas.
Examples:
cleanse
our
and
Note.
Honor, affluence,and pleasure are his. To
opinions from falsehood, our hearts from malignity,
actions
our
When
"
by
is used
in the
to
same
modifies
such
In
"
elevates
separate
no
the
expressions
the
2.
in the
is
concern.
construction
same
required;
cation
"Edu-
as,
mind."
"A
as
beautiful
adjectives, for
the
red
Red
rose,"
that
reason
modifies
and
Clauses
phrases and
clauses
Phrases
Transposed
"
chief
comma
grammatical construction.
the expression red rose.
Rule
our
phrases used
or
Transposed
by
vice is
conjunction,
a
and
expands
Note.
words
two
connected
are
from
no
comma
they
rose;
are
are
not
beautiful
off
set
commas.
has not a good reason
one
Examples : When
for lettingit alone.
thing, he has a good reason
by familiar faces, he breathed
freely again.
Note.
the
When
"
comma
may
element
transposed
a
be
omitted;
"At
as,
is short
noon
and
we
for
doing
a
Surrounded
closely connected
started
on
our
way
home."
In
the
natural
clause, and
phrase
or
a
a
order, the
phrase
subordinate
subordinate
follows
the
clause
word
clause
follows
it modifies;
precedes the word
the
hence,
principal
when
it modifies, it is
a
a
transposed element.
When
a
sentence
begins with
conjunction, it contains
a
a
ordinate
preposition, a participle,or a subSubordinate
transposed element.
clauses
introduced
usually
are
51
COMMA
THE
while,
if, when,
by
since, where,
as,
though, until, etc.
Words
Parenthetical
3.
Rule
set off
by
Example
the
on
phrases should
be
commas.
seemed
clouds
The
:
it were,
float,as
to
lazily
breeze.
summer
following
The
and
words
Parenthetical
"
Phrases
and
are
the
among
words
and
phrases
used
commonly
therefore, indeed, perhaps, too, of course,
parenthetically: However,
the
in
to he sure,
firstplace,generallyspeaking, on the other hand, beyond
question.
Remark.
so
used, they
not
are
hard
"However
Note.
he
used
are
off by
improves
and
phrases standing
like it?"
do you
used
thus
words
of the
the
when
sentence,
slightly,"however
but
the
at
a whole
as
referringto the sentence
word, though not strictlyparenthetical,
Some
in
Thus,
commas.
and
as, "Well, how
modifiers, and
as
is
an
hard.
Words
"
set
studies, he
modifying
adverb
words
of these
Some
"
"To
are
be sure,
now,
beginning
rather
set
are
than
of the
tence,
sen-
to any
ticular
par-
off by
commas
;
it is of little importance."
well, why, again, further,first,
secondly, etc.
Intermediate
Expressions
expressions should be separated
from the rest of the sentences
by commas,
Examples : The soldier,from force of habit, obeys. No
of congress,
the consent
state shall,without
lay any imposts
duties on
or
imports or exports. His story is, in several
improbable.
ways,
Intermediate
4.
Rule
"
Intermediate
related
parts
and
the
the
verb
expressions are
of
was
since
sentence;
predicate, between
and
If, however,
should
a
be
struck
used.
as,
the
for
parts
between
come
instance, between
of
a
verb
the
phrase,
or
closely
subject
between
its complement.
the
intermediate
Thus,
in the
by lightning," the
it restricts,or
object
expressions that
limits, the
of its kind.
expression
sentence,
phrase
by
meaning
"The
is restrictive, no
tree
the garden
of the
comma
by the garden
word
wall
wall
is restrictive,
tree to
one
ticular
par-
52
letters:
BUSINESS
how
in
Nouns
Nouns
to
write
them
Apposition
in
their
apposition, together with
be
the
modifiers, should
accompanying
separated from
rest of the sentence
by commas.
5.
Rule
"
Example:
ordain
and
Note
1.
from
the
address
establish
by
delivered
was
2.
"the
United
States, do
it, no
"W.
E.
W.
M.
a
should
person
Wheeler,
Mitchell, D.
noun
in apposition
comma
is required;
Secretary."
alone
"Paul
"The
D."
D., LL.
stands
as,
be separated
has
only
Apostle;"
or
the
Milton."
poet
Note
by Rev.
of
name
as,
;
the
When
"
article before
an
comma
a
the
this constitution.
A title following the
"
name
Note
people of
the
We,
3.
emphasis,
could
When
"
in direct
or
have
not
is used
pronoun
a
address,
done
no
better."
in
apposition with
is required;
comma
"Ye
men
a
for
noun
"He
as,
self
him-
of Athens."
of Address
Nouns
address, together with their accompanying
modifiers, should be separated from the rest of the
Rule
Nouns
6.
"
by
sentence
of
commas.
must
not forget that talent
Examples : Young man,
you
not
must
is only long patience. You
forget, young
man,
I.
that talent is only long patience. Yes, sir,it was
Compound
7.
Rule
and
short
"
Sentences
sentence, when
compound
separated by commas.
closely connected, are
The
members
of
a
it spans
tunnels
Science
tinents,
conmountains,
Examples:
it weighs the stars.
it bridges seas, and
Every
would
be old.
desires to live long, but no man
man
'
Note.
"
the
work
efface
upon
When,
however,
the
should
be
members
marble,
it; if
we
rear
have
members
within
commas
separated by semicolons;
it will perish;
if
we
work
temples, they will crumble
upon
into
as,
selves,
them"If
brass, time
dust."
we
will
COMMA
and
Relative
and
relative
Adverbial
^Adverbial
8.
Rule
"
the
will be
He
matter
Relative
commas,
and
in
here
be
work
the
well, which
days,
few
a
set off.
when
is all
will take
we
him.
with
up
done
have
You
Examples:
Clauses
ive,
restrictclauses,when
but when
they present
thoughts, they should
additional
I ask.
off by
set
not
are
53
THE
clauses
adverbial
of two
are
kinds
restrictive and
:
non-
restrictive.
restrictive
A
"Bring
as,
on
desk
my
the
me
book
as,
clause
Success
me
clause, which
The
it adds
an
you
additional
"Bring
thoughts,
that
lies
is
one
Success
me
on
desk."
my
do
that
lie
not
you
clause
The
that lies
limits, the antecedent
table.
the
on
introduces
which
Magazine,
will find on
fact, the
limits, its antecedent;
restricts,or
it restricts,or
that
all books
nonrestrictive
"Bring
that
one
is restrictive,because
book, by excluding
A
is
clause
an
additional
will find
on
thought
;
desk."
my
desk, is nonrestrictive, because
my
being equivalent
will
Magazine," and "You
sentence
the
to
find
two
it
on
desk."
my
Omission
Rule
9.
the verb
When
"
sentence
compound
takes its place.
a
Example r Our
second, to make
of the
and
is expressed in
omitted
proper
with
a
10.
"
When
verb,
or
from
the
one
member
others, a
obtain
of
comma
knowledge
;
our
application of it.
Complex
Rule
in the
first object is to
a
Verb
Subject
the complex subject of
is of considerable
predicate by
a
a
sentence
length, it should
be
ends
arated
sep-
comma.
Examples : All that you do, do with your might. That
in youth, and
who
has ever
a
man
thoroughly educated
since been in the habit of composing could make
so
a
gross
mistake
through ignorance, is almost incredible.
54
letters:
BUSINESS
how
to
write
them
Quotations
Rule
A
quotation, or anything resembling a quotation,
should
be preceded by a comma.
Patrick
Henry began his great speech by
Examples:
to indulge in the illusions of
saying, "It is natural to man
shall we
know
which
is, How
hope.*' The question now
book
11.
to
"
select?
Ambiguity
12.
Rule
^A
"
ambiguity.
Example:
mind
is sometimes
comma
To
in
remain
Words
of
things.
in Pairs
Phrases
or
prevent
spot always, prevents the
one
taking comprehensive views
from
to
necessary
phrases are used in pairs,
should be placed after each pair.
a comma
Examples:
Honesty and sincerity,truth and candor,
The
enviable
traits of character.
morning and
are
sunny
the gloomy night, the bleak winter and the balmy spring,
13.
Rule
speak
alike
words
When
"
to
us
of the
14.
should
Words
"
We
Examples:
few
in the
voices
live
Rule
"
of
members
a
by semicolons.
The
Example:
the
to
in
deeds,
not
blue
kindle.
each
There
years.
other
are
echoes.
many
SEMICOLON
the
great watch-stars
began
with
conjunction is omitted
compound sentence, they should
When
1.
Phrases
or
commas.
world, but
THE
power.
phrases contrasted
or
separated by
be
Creator's
Words
Contrasted
Rule
or
sky
shut
now
up
turned
their
more
holy
between
be
the
separated
softly gray;
eyes;
the
east
Note
1.
they should
subdivided
are
by
;
and
as,
closelyconnected,
very
"The
fire burns, the
water
buries."
earth
members
the
When
"
short
are
commas
the
air consumes,
2.
Rule
separated by
be
the
drowns,
the sentences
When
"
55
COLON
THE
of
sentence
compound
they should be separated by
commas,
a
semicolons.
their
Under
the fierce winds, the pines bend
Example:
is swept away,
snow
forming
heads; and the mountain
immense
heights, and hiding everything from sight.
3.
Rule
expressions namely, as, i.
be preceded by semicolons
The
"
viz.,etc., should
by commas.
We
five
have
Examples:
hearing, smell, and feeling.
e.,
that is,
or
and
followed
namely, sight, taste,
senses;
a
common
expressions have
dependence on a principal element, they should be separated
another by semicolons.
from one
Examples : If we think of glory in the field ; of wisdom
in the cabinet; of the purest patriotism; of the highest
stain;
a
integrity,public and private; of morals without
and
intolerance
without
of religiousfeelings without
travagance,
exthe
august figure of Washington
presents
all
itself as the personation of
these.
Rule
4.
When
the
at
comes
element
the
from
sentence,
it should
as,
;
in
which
upon
beginning of the
separated
dash;
several
When
"
it by
"Science
that
seeking that
a
be
each
when
comma;
separated from
declares, that
has
atom
place, each
followed
1.
"
expressions depend
be
expressions should
it is placed at the end
of the
the
obeys
series
by
particle of
no
its
the
place in the
certain
fixed
a
and
comma
matter
universe
be
can
;
and
a
stroyed
de-
that,
laws."
COLON
salutation
in
business
letters is
usually
by the colon.
Examples:
Rule
The
several
sentence,
THE
Rule
the
2.
"
Dear
^A colon
Sir:
Gentlemen:
should
be
placed before
a
quotation,
56
BUSINESS
letters:
how
to
write
them
introduced
specificationof subjects, etc., when
expressions as this,these,that,as follows,etc.
Declaration
The
of Independence
Example:
by such
a
follows:
"When
in the
for
necessary
bands
which
assume,
have
people
one
connected
the
among
of
course
them
of the
powers
equal station to which the laws
God
entitle them, etc."
THE
Rule
"
comes
events, it be-
dissolve
with
as
the
political
another, and
to
earth, the separate and
of nature
and
of nature's
PERIOD
^A period should
1.
to
human
reads
be
placed after declarative
and
imperative sentences.
Example : In every life the post of honor
duty.
Rule
2.
The
"
period should
is the post of
be placed after every
viated
abbre-
word.
Ult., inst., prox..
Examples:
D. D., LL. D.
Note
the first syllable of
When
1.
"
for the
substitute
full name,
no
Rev.
a
L.
John
Christian
period is used
;
is used
name
as,
Dwight,
Ben,
Tom,
as
a
Dan,
Will.
Note
The
ordinal
adjectives 1st, 2d, 3d, 4th, 23d, etc.,
not
strictly abbreviations, and they do not, therefore, require
period after them.
2.
"
THE
work
POINT
INTERROGATION
a
"
done?
1.
"
questions have
question should
several
When
clause, each
principal
point,
letter;
shall
1.
was
Note
on
the
Every direct question should be followed by
interrogation point.
in which
the
satisfied with the way
Are you
Example:
Rule
an
are
as,
and
"Shall
assassination?
the
word
following it should
treachery triumph
shall
a
be
murder?"
common
followed
dependence
by
begin with
in this decision?
shall
rogation
inter-
an
a
small
robbery?
58
BUSINESS
letters:
how
to
write
them
PARAGRAPHING
A
of sentences
or
a
paragraph is a sentence
nected
congroup
in meaning and
developing a single phase of the
subject. Each^phase of the subject should be treated in
in the paragraph
sentence
a separate paragraph, and
every
should aid in the development of that phase of the subject.
Object of Paragraphing. The
objects to be obtained
to separate the different phases
first,
by paragraphing are:
of the subject; second, to make
reading easy for the eye
into short units; third,to make
by breaking up the matter
reading easy for the mind by giving it a resting place and
fresh start; fourth, to make
the letter more
attractive
a
"
in appearance.
The
that
function
letter has
a
to
perform determines,
the paragraphing.
in many
For instance, the sales
cases,
letter has four functions to perform: (1) to attract attention;
desire; (3) to convince; (4) to stimulate
to action.
Each
function requires at least one
paragraph.
than one
to devote more
It will often be necessary
paragraph
to the development of a single function.
(2) to
create
Length of Paragraph.
"
The
first and
the last
paragraph
three or four
than
rule, not more
than
lines. Other
seven
paragraphs should not be more
or
eight lines in length. To avoid monotony,
paragraphs
in length. Business
letters should
should
somewhat
vary
be broken
into easy-reading, eye-pleasing paragraphs,
up
when
there is but a slightchange in the subject.
even
should
be
short
"
a
as
be given for
Paragraph. While no rules can
paragraphing that will apply in all cases, the following
suggestions will be helpful:
1.
Every change of subject matter requiresa paragraph.
2.
Every idea that is to be emphasized should have a
When
to
"
separate paragraph.
3.
Make
the page
a
new
paragraph whenever
requires it.
the
appearance
of
THE
THE
No
MECHANICAL
MECHANICAL
matter
how
MAKE-UP
important
letter is unattractive
aside
with
The
of the letter
on
message
Neatness
the letter what
first essential
the
OF
appearance
little attention.
to
are
in
59
MAKE-UP
it is
and
A
LETTER
it contains, if
likely to be
taste
a
cast
in arrangement
is to the person.
of artistic appearance
is the arrangement
the
appearance
page.
It should
be
so
placed that
the left and
right-hand margins are of equal width and that
the top and bottom
margins are also equal. The margin
is to a letter what
is to a picture; it gives to a letter
the mat
a
balanced
appearance.
left and
be less
right-hand margins should never
inch.
If the letter is short the margins should be
than one
The margins at the top and bottom
correspondingly wider.
should be a littlewider than the side margins. Special care
should be taken to see that the right-hand margin is kept
as
even
as
possible. Nothing gives a letter so unattractive
Do
not
an
as
a
ragged right-hand margin.
appearance
The
crowd
letter too
the
far toward
the top of the
page.
If the
letter is
across
short, instead of writing three or four lines entirely
the page,
write seven
the middle
or
eight lines near
of the
page.
Another
page
is
should
an
in a tj^Dewritten
essential of artistic appearance
that all tjrpe impressions
touch, which means
even
have
the
degree of density. To secure
an
even
be clean and good ribbons
must
be
touch, the type must
used.
be given to capital letters,
Special attention must
and care
should be used to see that the punctuation marks
struck lightly.
are
Except in the case of very short letters,a better display
be secured
can
by single spacing, with double
spacing
between
between
the
paragraphs. Always double
space
the introductory address
parts of the letter;that is,between
and
the salutation; between
the "salutation and the body
of the letter,
etc.
same
60
BUSINESS
letters:
THE
how
BERGER
to
write
them
MANUFACTURING
CANTON.
CO.
OHIO
October
9h*
C"le
MfG*
16,
1915,
Co..
Albion,
Mlohigan.
uontleaan:
*"
arc
catalogue,
23rd,
nor
for
of
why
correct,
quote
aro
to
our
enclosed
a
Filing
best
convenience
fllo
so
that
and
Auk*
favorable
expect
sideration
con-
had
probably
you
If
in
view
fron
the
lfl"
Is
supposition
our
specifications
your
doing,
this
In
envelope
awaiting
open
would
Interested
in
Furniture
which
we
prices?
our
stamped
IZtb
Sept.
may
Steel
our
Devices.
with
us
we
oqulpment.
disposition
your
longer
no
inquiry
koeplng
are
relatlvo
your
favor
not
you
*o
Furniture
Stool
a
of
whether
Steol
from
Judged
stallatlon
can
our
lettera
our
to
as
of
acknowledcfflent
an
to
reply
a
Inquiry
making
Wo
without
yet
aa
thank
with
for
to
you
of
ours
do
we
and
mattor
In
the
event
for
13th
Sept.
to
annoy
you
that
you
having
advise,
so
wish
not
from
espresslon
an
your
you
with
essary
unnec-
lotters.
Trusting
you
for
we
may
yet
attention,
your
have
the
we
of
pleasure
serving
you
and
ing
thank-
remain.
Yours
truly,
THE
BER"ER
UPO
.
CO.
ELPiAdr
This
the
narrow;
high
illustrates
on
a
poorly displayed
right-hand margin
the page.
letter.
is ragged;
The
and
side margins
the
letter is
are
placed
too
too
MECHANICAL
THE
THE
61
MAKE-UP
MANUFACTURING
BERGER
CANTON,
CO,
OHIO
October
Gale
The
1916.
15,
Co.,
Mfg.
Michigan.
Albion,
Gentlemen:
We
are
as
of
our
Steel
ment
reply
August
to
a
may
Steel
had
Steel
Filing
best
favor
not
which
from
that
you
of
with
your
quote
can
a
supposition
our
us
we
our
devices.
If
equipment.
why
correct,
we
installation
the
and
for
inquiry
your
view
nor
13
whether
to
as
Piling
from
in
catalogue,
September
consideration
and
judged
probably
is
inquiry
making
Furniture
We
of
letters
favorable
expect
acTcnowledg-
any
Furniture
our
23,
without
yet
ifications
specour
you
prices?
We
keeping
are
that
are
you
thank
matter
so
with
for
your
convenience
not
wish
to
annoy
and
your
the
in
event
would
enclosed
having
a
13
September
for
doing,
of
ours
in
you
to
interested,
longer
advise,
envelope
awaiting
open
relative
you
this
no
to
you
stamped
in
file
our
from
expression
disposition
an
so
with
do
we
ters
let-
unnecessary
.
Trusting
of
serving
we
you
attention,
we
have
yet
may
thanking
and
the
you
pleasure
for
your
remain.
Yours
truly,
THE
BERGfiR
MPG
.
CO.
ELP:AGW
This
illustrates the
side margins
and
the
letter properly
same
evenness
that the letter is centered
on
displayed.
of the right-hand margin.
the page.
Note
the wider
Observe
also
62
BUSINESS
LETTERS:
HOW
LETTERS
inconvenience
cause
of serious
1. Each
item
item
This
letters
ordering goods
delay, and in many
and
mistakes.
of the
In
order
be
should
checked
off
are
a
of
source
instances,the
letter ordering goods, the
be carefullyobserved :
a
occupy
facilitates
arrangement
then
THEM
GOODS
following essential points should
itself.
WRITE
ORDERING
Carelessly written
much
TO
the
line
a
fillingof
it is gotten
or
sentence
a
the
order,
as
by
each
for
as
ready
shipment.
other
quantity, quality, style, size, color, and any
fications
specithe shipper to fill the order
to enable
necessary
correctly,
should
be given.
When
ordering from a catalogue in which the goods
are
and the date of the
designated by number, the catalogue number
catalogue should be given.
3. The
of shipment, whether
manner
or
by freight,express
parcel
be specified; also the route
if this is important.
If the
post, should
can
2. The
is specified and
of shipment
manner
instructions,the
no
be
and
route
own
The
loss, if any
shipping directions
method
destination, if
given.
4.
In the
the
shipper
falls upon
occurs,
given,
shipping without
the
are
of
different
from
the
covering the cost
lesponsibility.
of the
goods,
LETTER
or
contain
a
ship
GOODS
10
17
reams
Bond,
than
4
cases
9
reams
x
22,
following:
the
freight
ty
us
white
x
22,
24-lb.,
Scotch
17
x
58,
36-lb.,
Old
38,
11,
White
17
Johna-
Brother
20-lb.,
Linen
Ledger
Hampshire
Bond
20
15
25
x
"
8^
X
put
up
reams
in
packages
Yours
Old
36-lb.,
of
truly.
Norse
Bond
Mimeograph,
Laid
500
sheets
also
financial
to
as
his
remittance
Gentlemen:
Please
such
liability.
any
address, should
satisfactoryreferences
ORDERING
choose
may
incurring
writer's
observe
ever,
shipper. If, how-
shipper
of the first order, the letter should
case
fails to
the
each
ORDERING
LETTERS
letter
5. A
as
our
further
a
relative
Letters
6.
if it
correspondence
to
duplicate of the originalorder,
received
not
or
lost, the
was
in
in
ORDERING
mation
infor-
same
"Please
duplicate
first order, and
tails
en-
found.
order
the
case
should
contain
original order
filled from
be
can
the
say,
the
fillingan
that
so
to
up
be
not
order
LETTER
the
was
duplicate.
GOODS
Company,
Grocery
National
looking
can
delay
a
contain
instance,
For
15th," necessitates
of the
63
"
should
order
duplicating an
the previous order.
order
GOODS
111.
Chicago,
Gentlemen:
ship
Please
Freight
Central
Michigan
by
us
following:
the
15
doz.
pint
10
mats
F.
"bgs.
Ice
6
75
1-lb.
6
As
cases
50
"bxs.
10
pkgs.
we
wish
Salt
Cocoa
H.
0.
N.
Molasses
#1 Mackerel
Baking
Royal
Soap
Sunlight
S.
of
stock
our
low,
with
pails
10
Coffee
Cream
cans
brls.
15
Olives
cans
J.
Cakes
Yeast
would
is
goods
these
of
some
you
Powder
this
follow
ting
get-
shipment
tracer.
Yours
truly.
very
Notes
1. No
punctuation mark
is required
at
the
end
of each
item
of the
order.
2.
The
3.
If
of the
articles should
be
capitalized,but such words
as
barrels, dozen, gross, etc., expressing quantity, and
cases,
reams,
such words
as
white, hard-finished,etc., expressing quality, should not
be capitalized.
to the
names
an
and
the
requires
two
lines, the
second
line
begins
a
little
right of the first line.
4. The
to
item
items
composing
right of the
at the
the
paragraph
right of the items
order
margin
uniform.
should
to
make
be
indented
the
space
far enough
at
the
left
64
BUSINESS
LETTERS:
HOW
TO
Exercise
Order
from
the
Standard
4
from
Furniture
Company,
from
their
2 #39
;
Grand
1915
Rapids,
catalogue:
dining tables
;
#75 office chairs.
12
Co., 14 N. Franklin
6 #94
Request
St., Chicago, Illinois
:
#853-^ berkshire
reams
record
typewriter paper, 83/^ x 13; 4 dozen purple
typewriter ribbons, star brand ; 2 dozen black and
underwood
typewriter ribbons, 0. K. brand ; 3 boxes multi-
underwood
red record
kopy carbon
express,
black, 7-lb.,8J2
paper,
oil.
Instruct
whichever
Assume
order
F. S. Webster
THEM
8
Michigan, the following goods, selected
4 #42 fancy rockers ; 8 #426 hall stands
bookcases; 12 pairs #91 lace curtains;
that the goods be shipped by freight.
Order
WRITE
that
and
11 ; 4 dozen
the
goods be
is the cheaper.
it has
that
of the
that
x
have
you
order.
been
now
not
Write
to
shipped by
since
bottles
writer
type-
parcel post
or
placed the above
received
the goods nor
ment
acknowledgany
the F. S. Webster
to
Co., asking them
a
week
2-oz.
you
hurry the goods along.
Acknowledging
acknowledged
entitled
to
whether
it
orders.
as
soon
know
An
"
should,
it is received.
as
whether
be
order
his order
The
been
has
as
rule, be
purchaser is
a
received
and
precisely as given and within the
A person
required time.
placing an order naturally follows
it with interest,and a courteous
will go
acknowledgment
far toward
relations.
business
establishing permanent
can
filled
Subscriptions. When
"
it is best to state
newspaper,
of
subscribing for
a
magazine
:
(1) the
specifically
or
a
amount
is
enclosed; (2) the form in which remittance
the subscription is to begin; and (4) the
made;
(3) when
of the publication ordered.
name
money
Facine,
Wisconsin,
5, 1?15#
October
The
Co.,
Publishing
Pa-,
Philadelphia,
Curtis
Gentlemen:
You
fl.SO,
will
for
find
which
for
one
year,
enclosed
send
please
beginning
Yours
post-office
me
with
very
money
"Ladies'
the
the
truly.
January
order
Home
number.
foi
nal"
Jour-
66
BUSINESS
remittance
letters:
and
receipt or
a
to
write
them
the purpose
for which
it was
designated by
when
required, the letter should be accompanied
the sender, and
by
how
the letter should
In addition,
receipted statement.
an
appreciation of the remittance.
a
express
The
following letter from the office of the White
Star
is a good example of a courteous
Steamship Company
acknowledgment :
Dear
Sir:
This
of
is
be
140
We
your
daughter.
to
you
We
should
very
much
for
send
us
call
your
to
and
apply
2. Write
of the
Solon,
"
your
from
Howard
$53.75.
to
city, enclosing
your
"
Solon
"
Cole, Lynn,
They
Write
them
listed in either
of
names
Ohio, who
Columbus,
of
some
some
Be
careful
Mass., send
failed
to
payment
with
firms
that
this is
not
as
to
a
whom
would
rule
of
for
check
receipt
do
you
your
give offense.
of
to
error,
ences.
refer-
find
to
them
furnish
business
financial
which
letter
ing
amount-
furnish
done
their
house,
goods
necessary
they have
know
a
the
to
not
you
owes
Write
to
or
Bradstreet's, it will be
or
bank
order
an
you
enclose
letter, stating that
a
Dun's
Explain that
adhere.
a
acknowledging
by mistake, a check for $59.25.
call attention
receipt of the payment;
check
for $2, the amount
overpaid.
your
$216.
to
name
our
credit.
10
Evans,
Henry
customer,
enclose
Wood
the
of
name
check.
acknowledging
the
and
deposit
full
bill of $57.25, sent,
and
Berth
truly.
grocers,
account.
on
letter
a
3. Your
a
Howard
the
and
attention
of
Exercise
to
this
which
secure
of
rate
the
letters
Yours
1. Write
the
at
ter
let-
your
$50,
to
deposit
daughter
your
kindly
like
of
for
a
for
yourself
checks
for $12.50 to
receipt
enclosed
as
132
you
ask
travelers'
applied
for
thank
will
the
check
Room
of
Room
in
with
to
reservation
1
acknowledge
yesterday
note
we
will
you
or
ing.
standmust
LETTERS
OF
Letters
classes
RECOMMENDATION
OF
LETTERS
recommendation
of
67
RECOMMENDATION
be
may
divided
into
two
general and personal. The general letter of recommendation
It
usually opens with the salutation "To Whom
It is given to the person
May Concern."
requesting it,to
he sees fit,and must, in courtesy, be delivered to him
use
as
unsealed.
He
with
keeps the original and sends a copy
his application.
The
is addressed
to
personal letter of recommendation
individual or firm, and is mailed directlyto the person
some
:
addressed.
The
first essentials of
is truthfulness.
It should
a
letter of recommendation
conceal
not
facts
any
the abilityof the applicant. A
few
nor
estimate
over-
brief,pointed
ability of the
and
concerning the character
applicant will have more
weight than a long letter filled with
stereotyped expressions.
statements
GENERAL
To
Whom
It
Miss
the
is
LETTER
E.
Mary
in
past
two
years.
Her
work
has
and
accurate
and
is
reliable,
as
are
been
of
in
and
She
and
We
the
is
displays
pleased
recommendation
a
of* this
bearer
employ
our
stenographer
as
high
very
a
both
especially
punctuation.
and
initiative.
this
Burns,
has
spelling,
RECOMMENDATION
Concern:
May
been
rapid
OF
and
in
She
She
grade.
shorthand
strong
ter,
letfor
writing,
type-
English,
is
oughly
thorpunctual,
marked
a
of
degree
possesses
of
woman
pleasing
young
sonality
pertact
in
callers.
meeting
to
and
be
able
to
have
to
her
give
use
Miss
our
Burns
name
reference.
STANDARD
MANUFACTURING
By
CO.,
68
BUSINESS
LETTERS:
HOW
TO
WRITE
THEM
Notes
1. The
though
letter
general
prefer to
some
salutation
2. The
WHOM
IT
whom
it may
does
Yours
use
be
written
CONCERN,
To
may
MAY
require a complimentary
truly,Respectfullyyours, etc.
not
in any
of the
Whom
It
three
May
close,
TO
ways:
Concern,
or
To
concern.
SPECIAL
Messrs.
LETTER
L.
R"
OF
Harmon
"
RECOMMENDATION
Son"
fla.
Jaolcsonville,
Gentlemen:
It
is
a
pleasure
as
inquiring
25
May
John
Mr.
of
Mr.
U.
Williams.
Williams
has
for
him
in
but
not
warrant
We
take
because
efficient
you
OF
letter of introduction
few
words
not, of
course,
a
should
it has
reason
interest and
A
lose
to
offer
is
really
he
does
worth,
to
you,
to
der
ren-
purpose
of
truly,
is
a
letter written
of the
advantage
to
letter of introduction
one
introduction
recommendation.
be given unless
by
It should
person.
Such
the person
to believe that the introduction
to the person
his
to
have
INTRODUCTION
another, introducinga third
merely stating the
charge
disest
inter-
service.
LETTERS
to
the
keen
regret
what
Tours
A
in
a
found
him
recommending
he
is
qualified
in
that
sure
keeper
"book-
as
have
we
shown
we
him
paying
pleasure
feel
we
we
position
the
our
has
and
business,
our
services,
employ
reliable
He
ability
and
and
"yf
letter
your
our
years,
duties.
his
in
been
thoroughly
and
of
to
character
the
three
nearly
accurate
reply
to
to
person
be short,
and
a
who
taining
con-
letter
gives
will be of mutual
introduced.
the persons
is left unsealed, and
generally
introduced, who presents it to the person
addressed.
The word
Introducing,followed by the person's
is written in the lower left-hand corner
of the envelope.
name,
given
MP.
LETTERS
OF
INTRODUCTION
LETTERS
OF
INTRODUCTION
S.
Carlton
winner,
Waterloo,
Dear
of
looking
strict
desirable
a
up
to
mond,
Ham-
wrote
you
the
for
location
that
Waterloo
will
be
for
a
in
glad
know
to
that
favors
Any
be
will
you
He
is
to
welcome
the
be
may
him
location
has
tesy,
cour-
built
kind
of
and
a
up
man
whom
you
personally.
introducing
suitable
uniform
Hammond
here.
pleased
either
business,
Mr,
dealing,
business
successful
will
able
to
show
him
assisting
appreciated
or
be
him,
to
by
find
him
both
me.
Yours
Mr,
Staige
Dear
Mr.
Va.
Any
to
introduce
who
is
to
He
is
legal
sound
you
visiting
there.
excellent
favor
W.
will
Hall,
locating
ability,
and
my
your
a
young
a
courtesy
by him
me
al
exception-
strict
that
and
you
will
show
may
be
integrity,
him
will
considered
a
be
preciated
ap-
personal
yours.
11
general letter of recommendation
has
She
is rapid, accurate,
position.
E.
view
a
.
who
of office work,
of
man
Mr.
morals.
Exercise
been
friend,
with
city
training,
Sincerely
Write
,
Davis:
This
Connor
sincerely
Davis,
Charleston,
to
G.
I
Waterloo
in
now
attention
fair
and
and
is
Garnet
whom
store.
By
a
man
He
ago.
Mr.
you
about
to
business
young
weeks
purpose
branch
introduce
will
the
few
Iowa.
Winner:
Mr.
This
a
69
employed
coupled
as
stenographer
and
reliable.
with
her
for Miss
in your
Her
Carrie
I. Wood,
office for two
knowledge
initiative,fits her for
of
a
the
years.
details
responsible
70
BUSINESS
Write
letter
a
Mention
letters:
Mr.
recommending
has
because
he
has
to
write
Harold
them
Lansing
salesman.
as
in your
that his
employ for three years;
that
he
is
of
excellent
a
man
entirely satisfactory;
habits, conscientious, and aggressive; that he is leaving your employ
work
that
how
been
been
of the dissolution
Write
letter to
a
Wheeling,
graduate from
a
is about
who
Dental
the
recent
of Minnesota,
in
Secretary of the Chamber
friend, Mr. John
Va., introducing your
W.
Commerce,
Crane,
Mr.
of your
firm.
M. J. Thomas,
to
of the
Department
of
H.
versity
Uni-
begin the practice of dentistry
Wheeling.
OF
LETTERS
letter of
The
letters that you
APPLICATION
application is
will have
of the
one
important
most
to write.
It affords you an
yourself to the notice of business men.
occasion
opportunity to bring
It is your personal representative,sent in advance
to create
You
favorable
a
impression before the interview.
should,
to
therefore,devote to it all the time and effort necessary
it represent your
While
set form
no
best self.
make
in all
given that will answer
the letter of application should usually contain four
cases,
paragraphs. It should
be
can
"
position for which
of the opening.
the
1. Name
heard
2. State
qualifications
your
3. Give
your
4. Have
an
"
you
age,
tell how
applying and
are
education, and
you
experience.
references.
appropriate closing.
writing a letter of application,the followingsuggestions
should be carefullyobserved:
In
1. Use
a
good quality of plain, white
paper,
writing
on
side
one
only.
2. Be
sure
that
should
the
paper
and
envelope
letters containing
blots
are
or
clean.
erasures
Under
be
sent
no
cumstance
cir-
out.
typewritten if possible, unless requested to
handwriting. If applying for a position requiring
apply in your own
penmanship, enclose a specimen of your writing.
doubt
to your
ability
no
as
4. Write frankly and modestly ; express
answering an
to fillthe position for which
are
applying. When
you
in the advertisement.
all the points mentioned
advertisement, cover
3.
Have
your
letter
In
references
your
are
so
the
give
event,
any
salary you expect.
possible,give
5. If
instructor
the
speak of
and
If you
unless
to
idea
never
be
that
state
after
unbusinesslike
take
into
8. When
in the
Dear
omit
Sir
to
name
give
a
employer,
friend
some
who
can
reference,
as
person
permission. Always
the
give
full
enclose
carefully written
the word
"Signed"
with
bottom,
a
salary,
willing
are
has
had
nothing
say
that
the
of
matter
If asked
to
that
on
opportunity
an
services.
your
occupy
point,
salary be
form
to
name
no
and
on
such
salary,
a
same
the
envelope, and
This
position
gives
a
263, Tribune
"A
personal address,
the
as
the
better
Office,"
salutation
should
be
than
to
appearance
salutation.
The
following opening paragraphs will suggest some
of beginning a letter of application:
of the various ways
I wish
to
apply for 'the position of stenographer
advertised
office,as
Please
in this
consider
me
an
which
stenographer
you
morning's
Tribune.
applicant
for
advertised
the
in
this
in your
position of
morning's
Tribune.
I have
G.
just
with
Beach,
of
need
a
learned
whom
through
you
stenographer,
are
and
my
friend, Mr.
acquainted,
I
desire
to
that
William
you
apply
are
for
in
the
position.
The
Employment
Company
need
an
of
an
that
as
as
the
Gentlemen.
or
the
or
impersonal address,
letter
or
name
would
"Salary
object,"
salary,"
When
name
a
probably insincere.
salary,
you
ability and experience, and the salary
your
in the locality where
are
applying for a
you
services
an
Never
or
and
is used, it should
both
of
consideration
paid for such
position.
top
employer
"Moderate
say
taken,
former
a
so,
signature.
you
the
value
the
to
as
his
of
name
do
to
references.
the
at
the
asked
not
are
determined
ability.
secured
"Copy"
before
parenthesis
7.
and
or
if requested
letters of recommendation,
have
copies, marked
have
you
of your
addresses
6. If you
in
courses
have
the
reference
as
character
until you
however,
names
in the
your
single,and
experience, and
single,unless you
your
married
are
you
obviously
to be
as
young
whether
state
;
preparation,
your
age,
your
71
APPLICATION
OF
LETTERS
Department
has
of the
just informed
an
experienced stenographer.
applicant for the position.
me
Underwood
that
Please
you
writer
Typeare
consider
in
me
72
BUSINESS
letters:
how
LETTER
OF
to
write
them
APPLICATION
Muncle,
Indiana,
August
5, 1916,
G
Office,
Hews
52,
Indiana.
Indianapolis,
Gentlemen:
Names
Please
position
States
consider
me
quail
I
of
fications
Cass
the
that
had
three
years'
4
Harding
I
125
words
typewriter
other
Gives
I
enclose
references
Principal
and
I
refer
you
First
Appropriate
If
closing
at
as
to
to
Mr.
Bank,
I
desire,
you
office
your
for
a
shall
Exercise
fifteen
430, Record
Give
address.
city;
years
Co.
that
you
"
Cashier
be
of
Indiana.
pleased
interview
call
to
at
respectfully.
Permanent,
and
office
boy, bright,
with
fine opportunity
telephone. Address
an
concern,
education,
age,
Assume
are
the
Answer
the
that
seventeen
high school ;
during your last
in
further
ability,
Herald.
INSTRUCTIONS.
own
of age.
years
and
President
12
manufacturing
a
advancement.
for
H
to
By
eighteen
"
ing,
Brown-
"
Yours
WANTED.
A.
High
Huntington,
personal
convenience.
your
ing
fil-
B,
A.
Gaines,
For
College.
character
my
H.
M.
Jaraes,
National
with
Technical
H.
Business
information
the
Mr.
from
to
accurate
work.
Prof.
from
Cass
the
of
office
city.
100
familiar
am
of
letters
Blank
the
of
I
details
this
from
rapid,
a
have
Jennings,
of
at
am
operator.
and
School,
and
minute,
a
Blank
the
I
grocers
readily
a
am
School,
of
with
wholesale
dictation
take
can
High
Indiana.
experience
Co.,
and
age,
also
and
Indiana,
Indianapolis,
College,
Uunoie,
Business
the
advertised
you
of
years
Technical
twenty-two
am
graduate
for
applicant
an
of
position
stenographer
In
Tribune.
today's
that
years
;
and
advertisement, using
is published in
your
had
two
Herald
of age;
worked
you
vacation
above
Record
that
for the
that
your
you
Smith
have
your
Manufacturing
telephone is 1244-M,
74
BUSINESS
letters:
how
LETTER
C
write
them
APPLICATION
OF
Herald,
24,
111.
Chicago,
Gentlemen
:
Your
advertisement
salesman
a
to
and
paint
like
to
thorough
a
varnish
have
in
has
who
business
of
interests
consider
you
Herald
yesterday's
knowledge
I
me.
should
for
application
ray
for
the
the
position.
-
clency,
to
my
of
the
^^^.^^
^
and
Emerson
the
the
applying
work.
daily
My
to
seems
that
me,
to
value
special
interest
a
deep
taking
of
I
have
intense
an
Manager
me
that
He
is
of
the
he
will
you
in
broader
If
in
the
have
there
ambitious
an
you
character
my
desire
my
that
is
refer
Sales
assures
tion
informa-
any
and
to
young
interview
have
you
ability.
secure
a
I
man,
with
is
offer
to
for
opportunity
real
a
should
be
an
pleased
you.
Yours
have
I
action.
position
which
earnest,
to
of
on
my
because
who
give
ing,
train-
services
my
depend
business,
above,
to
to
as
the
reliability,
A.
W.
Jones,
Mr.
glad
knowledge
your
to
advance.
and
to
with
sympathy
courses
may
mentioned
be
wish
may
field
one
desire
firm
"both
make
You
in
honesty
my
permission,
by
yon,
would
you.
to
As
of
Effi
wide
me
a
given
"business--Just
varnish
manship
Sales-
^..
Personal
in
principles
has
experience
and
paint
it
Course
very
respectfully.
thorough
culation,
training you have had, which included business arithmetic, rapid calpenmanship, as well as modern
practice in bookkeeping,
has fitted you
to the principal
to fill the position acceptably. Refer
of the
Commercial
of the school
are
attending,
Department
you
had
no
and
to
and
ability;
until you
some
have
experience, but
actual
business
state
had
that
an
man
you
who
are
has
that
to
believe
to
leave
demonstrate
the
of your
knowledge
a
willing
opportunity
you
the
matter
what
you
character
of salary
can
do.
THE
successful
The
75
LETTER
SALES
LETTER
THE
SALES
sales
letter
be
must
constructed
upon
principles. It must
accomplish through
what
the salesman
the written word
accomplishes through
It stands to reason,
the spoken word.
then, that tt must be
built upon
the principlesof salesmanship. It must
carry
mental
the mind
of the prospective buyer through certain fundadoes.
just as a good salesman
processes,
certain fundamental
There
These
law
four
are
distinct steps that
apply whether
They are what
the
enter
solicitation is
might
well
be
into
by letter
termed
sale.
every
or
"the
in person.
mental
of sale."
Memorize
these four fundamental
in every
apply
Note
sales letter you
1.
Attract
2o
Arouse
interest.
3.
Create
desire.
4.
Induce
action.
for they
principles,
It must
write.
must
"
attention.
how
closelythese principlesparallelthe construction
of a good salesman's
sellingtalk. You will see, then, that
of writing a sales letter is simply talking to your
the matter
would
face to
as
prospect as good sales talk on paper
you
face.
be done in the
This may
First,you must get attention.
opening paragraph by appealing to some
emotion, such as
curiosity,ambition, surprise,vanity, desire,or self-interest.
It should
want
be
to know
After
you
interest.
This
of your
of
profitin
put in
a
striking way
so
the rest of your
story.
have
secured
attention
that
you
the
must
reader
will
awaken
be done
through a descriptionor explanation
proposition,or by some
specificsuggestion
may
it for the
prospect.
The
salesman
can
show
his
76
BUSINESS
LETTERS:
Dear
HOW
TO
WRITE
THEM
Slrt
Opening
Have
tention
at-
secures
by
an
interesting
continue
If
Description
be
without
that's
the
surprised
service
of the
into
give
you
forerer
conyenienoe
look
that
say
kitchen,
just
at
it,
will
we
where
will
you
put
sixty
a
our
dle-power
can-
it
want
you
flatiron
eleo-
of
install
lamp
electric
an
house
your
must
you
you
we
your
Uaeda
because
the
way
when
sition
propo-
that
electrioity
for
doing
lights?
trio
question
thought
you
wired
not
was
and
$12.
for
arouses
interest
This,
for
the
without
given
the
Argument
And
per-
suasion
service
a
desire
create
you
needn't
entirely
the
Only
neat
they
Doesn't
Close
action
tes
this
1
wil
We
believe
to
make
call
from
of
will
be
and
ceiling*
The
workmen
their
of
with
no
nail
box
work
so
we
that
the
drop
He
has
to
salesmanship
an
the
that
you
will
each
enclosing
to
request
be
to
glad
been
not
month?
clear
made
a
a
plain
ex"
you.
card
into
the
handiest
all.
that's
by
are
for
Smith.
Mr.
and
does,
you--a
twelve
and
dollar
a
convenient
everything
obligation
"
interest
$12
for
it--Just
it
it
our
of electricity into
elements
wall
proposition
for
card
letter used
a
These
show.
Tours
is
kitchen
your
idence
ev
service
pay
Sign
Here
house
in
the
small
any
with
up
will
not
electricians
ires.
w
within
kitchen
to
duces
in-
minu
this
put
go.
OOmplete
aonths
Your
oon-i
having
to
The
fixtures
up
in
you
great
are
electricity.
of
have
muss.
necessary
concealed
clean
the
that
will
few
a
the
sure
enjoying
fear
lot
tremendous
a
make
benefits
and
only
in
is
to
mutilated.
or
spend
will
want
you
trouble
of
putting
as
wonderful
disturbed
will
doubt,
we
of
and
installed
lot
be
a
opportunity
venience
and
but
money,
electric
homes
have
of
been
truly.
very
company
nonusers.
outlined.
to
the
secure
It contains
From
duction
introall the
the
opening,
in
the
mind
house
of
point
through
owners,
upon
the description of the proposition, the logicalarguments
in its favor,
the persuasive answer
fear
of "muss
and
to the
trouble," the reader
action
is lead irresistibly
close and
the inducement
to the
to take
which
touches
a
vital
"
to
ask
"Mr.
Smith"
to
call.
THE
Dear
Attention
secured
picture
A
of
be
them
kept
big
Interest
aroused
to
are
it
in
works
fan
there
times
and
a
got
The
the
most
loves
lot
With
a
yours
There's
The
the
live
the
Good
for
object
Housekeeping
and
draw
a
Service
ting.
set-
it.
your
moving
snappy
has
Department
for
exclusively
It's
you.
life"
besides
with
out
ple
peothem
keep
seeks
windows
fine
Dealers'
object.
and
"still
motion
stand
redDecember*
to
more
glass
beautiful
of
your
everybody
during
do
plate
ef
then
display.
will
the
need
to
competition
eye
make
is
because
moving
to
fellow's
attention
get
window
your
other
There
his
on
display
than
own,
crowd?
holiday
in
put
the
from
to
window
to
going
big
Something
right
up
Argument
backed by
suggestion
of what to
do
creating
in
dealer
a
electric
an
unusual
overtime
hot
but
you
the
draw
window
condition
Handkerchiefs
different
eoraething
an
important
around.
with
may
live
the
extraordinary,
flying
make
and
window
your
watches
audience.
What
by
dwelling
crowd
the
moves
not
are
in
turkey
a
but
attractive,
that
turkey
a
77
LETTER
Sir:
window
upon
SALES
too.
Stores
"
desire to do it
$4
at
bought
one
to
you
at
we
pay
the
the
of
Action
is
urged and
then
it is made
to take
easy
all
at
the
They
word
every
advantage
displays
the
Fill
folder.
out
it
letter is
Service
introduces
so
that
the
will
of good
of
Bureau
the
solution
letter
model
standard
a
more
of window
problem
that is-logical and
reader
bear
will be
careful
salesmanship.
very
for its purpose.
subject of
the
on
a
a
It
was
magazine.
effective
window
trimming
attractive.
induced
study,
and
for
to
it
take
in
the
are
last
mail
page
today*
it
truly.
sent
Note
trims
ers'
by the Deal-
out
how
;
close
immediate
cleverly it
it elaborates
how
general, and
The
part
before
They
up.
on
is
folder;
offer
good
coupon
Yours
This
This
Stores.
enclosed
this
snapped
are
Use
fast.
the
of
over
besides,
And
Housekeeping
of
plays
dis-
when
them
$4.
charges.
Good
to
|25
turn
we
pay,
transportation
take
the
But
we
motion
hundred
worth
are
time.
a
price
Read
moving
of
each.
service
the
several
bought
have
We
then
is made
offers
strong,
action.
consistently observes
the
This
rules
78
BUSINESS
how
letters:
to
write
them
tell about
his.
He
goods, but the sales letter writer must
that will make
must
the reader
paint a picture in words
about his goods and their value to him.
to know
want
more
been
Once
interest has
awakened, desire will follow
This can
be done by giving
quickly if you point the way.
the reader facts and figuresshowing why he should
have
goods. Tell him what they will do for him, how they
your
be utilized to effect a saving, increase efficiency,
save
can
time, ad(} to convenience, promote health or happiness
service they will render.
whatever
"
in the fourth
Then
Make
action.
some
prospect is
to take.
it easy
today, and
to act
make
The
first step in
The
This
of
strong it
how
matter
There
1.
By asking
a
2.
By making
a
3.
By making
method
same
your
time
down
furnish
attention.
secure
of
important step
of your
all,for
is
message
lost,
The
of
of
an
interestingfact.
strong assertion.
it is
very
a
install
to
that
man
Attention
direct statement
a
matter
garage
in the
question.
that
know
you
inexpensive
in
Here
following opening paragraphs illustrate
of securing attention :
"Do
means
be.
may
ways
the most
following are
handy
securing attention.
commonly employed :
several
are
a
coupon.
letter is to
a
remainder
the
attention
without
now
action.
well be called the most
may
The
a
Securing
writing
the ress
progready to take
on
Tell your
insistent that he do so.
it very
Art
in"
Provide
form, a postal card or
immediate
the letter,urge
close of
no
Your
order
an
"
made.
have
you
"cash
must
step, you
will
an
automobiles,
warm
a
small
little water
of hot
for other
question
comparatively
heating
building,
the
ample supply
and
and
the
water
and
outfit
at
the
ing
for wash-
cleaning purposes?"
THE
"How
most
people
many
or
even
line?
many
look
to
many
stop
after
looking?
of
"Do
this very
the
invest
you
in
time
he will
"Who
the
Note
find
way
your
at
of the
many
it would
knew
yield
months?"
sales for March,
your
foundation
for
and
bigger, better,
a
back
draws
the
least
work
polishing your
how
to
the
milk
more
a
man
to you
a
for
more
when
have
he wants
in
from
money
shirt do you
shirts
feeling
again?"
a
business
your
and
it?"
to
get rid
of
continually cleaning
floors?"
question method
interest.
and
biggest salary
like
you
that
practically every
placed on your table is dependent on
refrigerator?"
sell
you
think
to
get
to
come
"Wouldn't
is
that
want
you
"Every
and
part
your
college
minded
re-
schools?"
if you
double
a
stop
ever
you
efficiencyof
'Do
the
build
time
article of food
does
help
us
on
were
window?"
in your
your
public
first six
they
business?"
"Did
that
to
your
How
step inside
many
effort
vigorous
a
$214.84
the
let
you
same
future
the
that
will bring
for
display?
because
buy
girls finishing the
$401.75
at
How
Are
day?
customers
by the goods shown
realize
"Would
"Will
your
window?
many
need
moment
and
you
possible
window
at
the
at
How
some
you
boys
look
each
store
your
pass
of them
many
How
79
LETTER
SALES
As
you
of
read
opening
over
a
these
yourself subconsciously asking whether
letter paves
queries
or
not
you
the
is true in your case.
Thus
point that has been made
your
interest is at once
aroused, and a train of thought is started
that makes
to know
about the proposition.
want
more
you
While
this method
of securing attention is good, it can
be
easilyoverworked.
You
will observe
that the ''you" element
in
is much
evidence
any
in
these
letter that
It is almost
questions.
purports
to
be
a
personal
an
axiom
communication
that
80
BUSINESS
must
start
reader.
LETTERS:
at
HOW
address
to
once
TO
WRITE
THEM
its message
direct
to
the
A
salesman, after his salutation, immediately
begins addressing "you." A letter,from the start, should
talk "face
There
face."
to
exceptions
are
to remember
wrong
the most
to
all times
at
have
we
the
that
not
can
go
the
direct statement
method
illustrated by the following paragraphs
"All
you
"you" element
letter writing.
in
important element
Next
rule, but
every
is
of opening,
:
from
the minute
mind
takes
the
day long
your
trail early in the morning until you
the
late
at
quit
game
to sell more
night you're figuring on ways
goods, to win
"
"
trade."
more
"You
face
would
value
moment
of your
be
contained
in this letter
it up
put
we
the
little baby,
"The
is
man
and
care
"
erasers
cost
you
"I
was
at
any
losing exchange."
the
over
sition
propo-
the first manufacturer
to
treasure
will spare
you
you
yourself
on
earth
no
pains
feeding."
at the
mean
as
yet fire
doubt,
no
dearest
and
only difference
production."
"Look
this
for the
to."
"Unquestionably
is your
in its
make
enthusiastic,
as
And
policy.
to
you
business
steady-going
insurance
force
may
"You'll
sell your
not
lead
that
between
$5,000
a
in your
pencils used
mistakes
have
and
man
been
$10,000
a
The
store.
worn
Mistakes
made.
money."
want
make
to
this
you
short, straight
business
proposal."
"Your
where
point
Then
rooms
The
"
home
new
the
you
change
will be
but
woodwork
will
direct statement
and
select
it into
a
a
floors
the
home,
method
cold
structure
are
finishes
different
is the
up
to
the
ing.
ready for finishfor
the
from
various
others."
type of opening
the
It is businesslike,starts
employed.
off well, and leads easilyand naturally into the body
it suggests.
the arguments are presented which
commonly
most
letter
where
82
BUSINESS
letters:
how
to
them
write
writing a letter you can make no mistake in using this
will take action
man
on
a
style of opening. The average
for him.
If you
proposition that has been half formulated
"You
cut your
can
printing bills in half," you have
say,
established
a
premise which he will accept if you follow it
fying
why. Do not lose sight of the qualiup with logicalreasons
word
using the statement
"direct," however, when
reader with sufficient
form
hit your
must
of opening. You
In
force to command
type of opening
third
The
attention
the
by these examples
stenographer
"Your
a
"
after.
are
you
strong assertion
:
half of her time."
wastes
the
watching
pride yourself on
to 75%
are
paying 25%
business, but you
"You
stationery than
blame
"Don't
to go
out
time.
on
"Get
You
of the
out
when
clerks
your
are
buzz
leaks
in
your
for your
more
to."
need
you
is illustrated
"
as
much
class
in
at
fail
statements
your
fault
writing
as
the
your
system."
letters."
style of opening is difficult to handle and should
of your
abilityto follow
sure
are
not be employed until you
the "sting" or shock
that will turn
it up with statement
in it to your
advantage and leave the reader in a receptive
This
of mind.
frame
opening, for
of what
When
it makes
it is
properly used
the
reader
"sit
a
up" and
very
take
strong
notice
say.
you
emphasis can not be placed upon the importance
sent
Thousands
of letters are
of the opening paragraph.
standing
that fail through the writer's lack of underout every
year
to start them
how
properly. Imagine how much
much
Too
interested
"We
want
furniture
to
you
to
and
would
be in
a
letter that started out like this
attention
call your
This line has
rugs.
install."
You
do
not
care
to
cost
our
us
what
complete
thousands
they
want
:
line of
of dollars
to
do
THE
much
how
or
83
LETTER
to
install their line.
they have
in is what
that
this merchant
better
much
How
you.
them
it cost
interested
are
SALES
What
you
will be of
profitto
puts it:
"This
is
You
can
save
bargain week at our store.
25% on
ahead
the cost and you'll be 50%
the quality. Here's
on
." An opening like that induces you to read further.
why
furniture
"
trade
solicits your
this will never
get it : "We
merchant
The
hackneyed
as
This
solicit your
patronage.
We
have
just the furniture and
By his
sends
out
makes
desires to
for
serve
service ?
This
in any
Are
"We
:
haven't
this tunity
opporneeds
your
want."
you
our
store
merchandise
our
learn if
to
in
you
seen
dissatisfied with
you
letter is written
have
we
or
offended
way."
watchful
Be
once
you
time.
some
you
feel at
you
as
he is not
letter to
a
rugs
form
a
succeeding. Another merchant
but he
accomplish the same
purpose,
that he is interested in you and really
admission
own
take
store
to
trade.
with
who
threadbare
at
all times
avoid
to
openings handed
the
timeworn
and
down
by the past generations
of business
to inform
"We
have
the honor
men.
you,"
"In compliance with your
esteemed
favor," "Agreeable to
valued
similar
trite expressions of
request," and
your
senseless
meaningless solicitude and
formality have
no
art of letter writing.
place in the modern
The
manufacturer
received
and
pleasure in
noted, and
sending you
quite obvious
and
"yours
of the 14th"
for his
catalog?
But
book
ways.
knows
who
the
agreeable
a
you
It is written
of
to your
for
asked.
with
who
if he
writes:
It's
all the
a
of
the
request
we
catalog," says
our
could he have
manufacturer
for which
copy
unnecessary,
how
"Yours
writes:
had
noted
not
enthusiasm
take
what
is
received
it or the request
"Here
wonderful
14th
is the
book
of
a
little
in many
man
through actual experience what
our
system
accomplish for the office manager," has the sales instinct
does not waste
any words in placing his propositionbefore
who
will
and
you.
84
BUSINESS
Similar
Make
run
a
across
If you
LETTERS:
instances
could
HOW
TO
be
cited
WRITE
THEM
almost
indefinitely.
practice of studying the openings of the letters you
and then analyze what
their effect is upon
you.
find
that
the
writer
wins
attention
your
with
his
opening paragraph, apply what you have been told here
and you
will see
that he has employed some
of these
one
principlesand practices.
Interest
Arousing
We
next
to
have
know
how
how
to
fraction
a
attention
turn
that
We
must
interest.
arouse
but
seen
of
and
can
Holding
be secured, but
attention
do
It
this
advantage
immediately, too, for
to
our
"
minute
our
elapses between
opening
that follows, and the mind
of the
a
paragraph and the one
first statement, demands
reader, excited by our
satisfaction,or it will turn to other things.
There
two
are
distinct kinds
is the
first of these
must
we
"
interest is difficult to
"human
further
of interest elements.
interest"
describe.
element.
It is that
thing
The
Human
in
a
story,
the
characters
to live with
us
example, that causes
It is a direct appeal to the
through their adventures.
It is to '*you," of "you" and for "you."
emotions.
Remember
that every
is interested in himself, his
man
in
but seldom, if ever, in you
or
business, his problems
for
"
your
If you
affairs.
want
to
in your
sition,
propoanalyze his needs,
interest him
carefully weigh and
him
the
locate the real cause
of his troubles,and then show
between
vital connection
proposition and his interests.
your
business
E.
St. Elmo
writer,
Lewis, the well-known
brings this point out very clearlywhen he says :
must
you
ing
that the interestto understand
finallycome
in all advertising is the human
element
element, the
which
reduced
to
a
general principle
personal element
"When
simply
men
that
means
than
in both
sense
we
in things,
the
of the
sense
man
men
we
of the
or
woman
are
always
will make
writer
who
our
and
interested
more
advertising personal
his business
is to
in
read
it.
and
in the
THE
other
successful
he
be
selling goods
in his copy,
them
writing about
de Sevigne
Madam
in
very
vision, whether
a
85
LETTER
simple human
principle involved
advertising, and always practiced by the
"The
with
SALES
as
gave
is the
the
on
simple
man
road
or
principlethat
recipe for good conversation:
a
'Always talk about your listener's interests, his pleasures,
his business, his hobbies, or his loves.'
"
let
But
show
us
by
interest"
"human
of illustrations
means
and
element
the
just how
element
"you"
this
work
together.
"If
are
or
keeping
Your
your
the
wire
on
know
we
"
you
self
your-
by the clever
would
you
as
thought of yourself
unconsciously rise in your
never
you
the
suppose
had
writer
introduced
of yours.
appealed
at all :
to you
"We
believe
of your
book
we
some
how
problems
"Do
does
it
to
have?
the
Are
adversary has beaten
said
can
through
increase
knowledge
our
income."
your
"
you
snap
you
in the
thing
the
wrong
the
critical moment?"
at
not
questions,hence
make
what
a
forced
ever
you
"
win
for
to
business
more
than
but
way
a
placed
you
and
"
imagined
that
of wits
perhaps used
natural
say
admit
satisfactoryanswer
is
Are
you?
have
planned to
and persuasion you
always
what
say
always have
it would
word
you
can
you
arguments
your
always able
you
show
can
publisher pictures to you in a very human
that you
can
instantly recall having been
time or another, when
he writes :
condition
You
parison
com-
represent
subject from his point of view instead
such a paragraph as this would
not have
in at
are
you
"
make
to
same
Some
A
what
You
Now,
ment
invest-
$60,000
$60,000 man."
a
excited
and
before.
way
live
in which
once
Perhaps
estimation.
own
at
of
a
a
postage
our
instead
income
are
for ways
open
man
imagination is
just that
use
are
you
year,
If you
cent.
eyes
of your
investment.
an
a
wouldn't
we
$80,000
an
$3,000
five per
at
you
draw
you
"
your
because
one
wrong
to these
pertinent
that
should
you
86
BUSINESS
to what
eagerly turn
farm
head
prospects
write
these
hits
five nails
advantages
on
farm?
your
could
stop to think
ever
you
run
could
If you
could
you
only had
separator
cream
your
what
from
day, what
was
use
"
12
might have told how
been in business, how
had
A
of materials
man
;
what
"We
want
in every
to
The
early reply?
been, how
said
if he had
"Two
a
your
sales
stimulate
trade
live manufacturer
learned
of merchants
Never
lose
; he
no
ested
inter-
it would
business.
We
have
We
of merchants
certain
are
that
we
can
for
means
you
cause
write
to
himself
How
it would
can
the kind
and
give
in helping build
in every
part
hat
your
you.
asking. We'll gladly satisfy your
quality and price, and give you
have
a
:
mentions
more
out
was
him, how
only twice.
much
long he
but,
;
thus
and
letter to
of
could
five
better
much
have
an
appealed
:
things will
right goods for
a
"
and
"
how
thing.
we
manufacturer
thought
are
you
have
to you,
hat
more
an
grain
you
was,
of hundred
and
country,
expect such
you
and
make
to
you,
hat
your
just that
do
to
departments
of the
part
help you
profits."
it would
farmer
water
the farmer
dealers
to
help stimulate
hat
the
developed
times
writes
right goods
the
Would
with
machine
do for
the
manufacturer
have
do
of
he put into them
he realized that
what
was
hat
his
the
on
engines he turned
many
engine would
solve his labor proJ)lem.
in
to
all the
bushels
25
to
big his plant
kind
wise
a
of
horsepower
one
a
pump
"
grind
fanning mill, grindstone or washing
run
a
while your
engine was
doing this work for
be busy at other jobs to be done."
He
the solution
:
engine
you
them
and
to say
manufacturer
sketches
he
"Did
you
to
he has next
machinery
when
how
he will offer.
that
the matter
A
letters:
hat
of the
of
Both
keen
the
business
"
the
good co-operation
are
yours
business
benefit
businesses
for the
instinct
of what
on
we
for hundreds
country."
sight of the importance
of
presenting your
"
SALES
THE
the
proposition from
well summed
by
up
"When
writer who
mastered
have
you
of the
of view
point
one
87
LETTER
This
reader.
is
:
says
the facts of the case,
then
you
might give your attention to the importance attaching to
The
keenest
facts do not
the point of view.
make
an
unless they can
effective appeal to the mind
easily and
is already
one
naturally be applied to something in which
which
edge.
knowlinterested
about
or
one
already has some
Of what
is it for you
use
try to interest
to
in the
me
the vital facts
by telling me
purchase of an automobile
about
cylinders,tires,engines, coolers, and the like, when
talk is pretty
all your
have
machine
a
something
"No,
view.
you
no
I
show,
his
his
has
facts
"In
me
of the
such
do
find
him, else
you
your
whom
facts
you
along
to the
place where
must
meet,
as
ground
to
before
you
conclusion
some
must
the
be
never
you
as
established
yet
your
you
on
choose
those
present
knowledge
that
place where
to go.
Your
say,
him.
you
on
follow
to
the
seeking to impress.
ings.
colorentirely new
him
to
right
from
to
that
range
turn
chance
him
new
great
a
get the
want
expect
and
mobile
auto-
an
Later
them
see
in at the
lawyers would
can
to
are
taking
got to start
will
poor.
then
must
you
best
It is up to you
to pick and
relate themselves
to the other man's
have
to
family,
the
if
once.
acquired
of view
point
same
and
and
things,
at
me
have
you
man
sick
man
his efficiency,
of his
matters,
to
busy
inclined
mechanism.
the
be, and
will find the
feelings. You
one,
know
point of
a
not
health
the
serve
line will interest
your
point of view
to
increase
to
the
application
own
how
me
machine
a
in such
words, after
around, if need
better
a
wrong
pleasures, and
use
all about
of facts from
You
can
interested
any
other
me
the
show
time, promote
along' that
tell
can
If I already
supposed
from
is to
friends, and
already
am
do
must
for additional
save
be
?
me
sell
to
do, for I would
things.
approaching me
you
extravagant
entertain
trying
to
those
are
time
like Greek
are
you
might
about
What
with
and
that
dpubtless
much
A
can
will
and
you
pull him
some
minds
common
your
reasoning
point of
discover
contact
only
by
taking the right point of view."
Our
the
first interest element
'yoM" element; is
"
human
essential in
interest
"
coupled with
addressingthose
who
are
88
BUSINESS
unfamiliar
letters:
with
to
write
proposition and
your
class
is another
There
them.
how
them
what
it will do
for
of prospects,
however, to
second interest element will more
whom
our
strongly appeal.
These are the type who are as familiar with our
proposition
or
product as we ourselves,perhaps. They might be termed
"know."
To this class,obviously, it is unnecesthose who
sary
What
interest element.
to inject the human
they are
interested in is the plain, practical details.
They already
in a general
there is in the proposition for them
know
what
What
they want, and the only thing that will interest
way.
quality, service, profit,price,
them, is something about
delivery,terms, and the like. In writing this class we must
second
interest element
nical
"techuse, as a general rule, our
"
interest."
to business.
gets right down
element
This
It
paints
no
It takes
facts.
pictures,but presents plain, unvarnished
what he can do with
for granted that the reader already knows
the only thing he is interested in is whether
a proposition and
he can
do it with the specificproposition presented.
not
or
dwell
not
interest
Such
appeal, for instance, would
an
automobile,
the pleasures or benefits of owning an
upon
into a description of its mechanical
launch
but at once
construction, the bore and stroke of the motor, the lighting
and
startingsystem,
immediately goes into facts and figures
it was
sent :
interestingto the engineer to whom
this letter
how
Note
that
etc.
are
in
"Early
the
1914
Chamber
of
Building,
Commerce
$142.61 for Nonpareil Insulating Brick and
Covering, to replace
for Nonpareil High Pressure
Detroit, spent
$72.23
other
30, 1913,
September
consumption
For
new
amounted
the
537.785
the
directly due
to
136.185
of coal
tons
their
tons,
old
insulation, their
costing
at
$2.95
had
installed, the
been
tons, costing $1,586.46.
Nonpareil
at
$2.95
Insulation
per
ton,
or
per
coal
ton,
in 1914, after
corresponding six months
insulation
to
with
673.97
was
$1,988.21.
the
six months
the
In
room.
and boilerengine, pump
beginning April 1, and ending
in their
of insulation
forms
was,
coal
The
used
saving
therefore,
$401.75."
90
BUSINESS
point on,
good work
letters:
have
you
Interest
to
proceed with
must
you
how
write
them
lest you
care,
undo
the
done.
ripens into desire. But you can
keep
the
up the reader's interest only by continuing to give him
of information
that
kind
he will find interesting. You
how
it is yourself. When
know
are
really interested
you
in a thing, you
all about
want
to know
it. Suppose you
are
sustained
baseball
a
"fan."
about
well-known
know
some
a
ground and
is simply a
Desire
three
methods
of
matter
be
them,
been
the
in
are
you
the
writer
that
I
glad
to
you
same
are
with
way
on
common
established, creating desire
leading the
created
become
and
show
I talk
way
to it.
number
a
of ways,
pretty well established
as
but
the
these
standard
:
and
1.
Through
argument
2.
Through
persuasion.
3.
Through
inducement.
In many
used ; but
form
has
I
when
It's much
say.
reader
the
interest
may
have
to
interest when
your
about
facts
I have
After
letter.
arouse
players, and
intimate
listen to what
I
letters all three
every
proof.
appear;
good letter contains
in
at
some
least
only
one
two
or
are
some
of it.
proof to create desire,bear in mind
must
that
always be logical and sound,
argument
your
Here you are dealing with hard,
and your
proof conclusive.
be presented so that the reader
cold facts, and they must
such without
will accept them
as
question.
is quick to detect
Remember
that
the average
man
claims.
One
misstatement
and susbombastic
picion
slip one
In fact, no
fastens on
everything else you
say.
to the average
matter
how true a thing may
be, if it seems,
should modify it so that
too good to be true, you
person,
it will be accepted without
question.
In
using argument
and
"
"
THE
It
not
IS
claim
to
necessary
91
LETTER
SALES
for your
everything
product
man
expects you to have
proposition. No fair-minded
Overlook
a few
something that can not be improved upon.
adjectives in describing what you offer and you'll find that
than
reader will be inclined to give you credit for more
your
or
have.
you
When
advantage
some
presented it should tend toward
To illustrate
be gained by the reader.
is
argument
an
to
"Diamond
qualitiesof the best nonskid
.
of their
makes
tire.
like
features.
good
as
tires
The
on
have
the
on
all of the
design
slippery
a
as
smooth
a
nonskid
any
tread
none
Tread
Squeegee
street
good
with
market
of the
they ride like
Moreover,
one
Here
bad
them
Tires
Tread
Squeegee
:
and
wear
only longer."
"
presented leads to an advantage
that the reader will receive if he buys these tires. And
a
offer to
mileage guarantee is the proof the manufacturers
back
argument
every
their claims.
up
But
that instead
suppose
tires
"Our
the
are
of materials.
Any
another
at
make
the
best
very
in the
largest factory
of this the writer had
world
tire
tires made.
and
we
only
use
make
We
the
have
best
will outwear
said
:
the
quality
tire of
any
price."
same
would
firstRight away
as
a
put the writer down
you
water
be true, but they do
braggart. All his claims may
not indicate that you
will gain anything by believingthem,
and they are
nature
for you
to
so
put that it isn't human
believe them
claims
and
writers
is the
to think
who
that
of, "What
the
is there
that
make
an
make.
So, you must never
gain by purchasing not
is to
"
"
but
what
letters filled with
day.
every
fellow
the
in this for me?"
question that he applieslike
you
see
who
general
Some
claims
letter
the most
gets the business.
always in mind
Keep
we
like these
arguments
seem
one
Yet
anyway.
he will get out
reader
loses
never
It is the
one
sight
recurrent
acid test to every
statement
overlook what
the prospect
how
much
profit you
of the deal for himself.
will
92
BUSINESS
A varnish
LETTERS:
manufacturer
the
"Try
enclosed
finished
and
morning
test
same
keep
on
he goes
you
is
have
wilhng
to
if you
is
to
and
or
Try
this
You
will
next.
finish.
that his varnish
need
not
make
you
be told
to
has
for
is
waterproof
a
this.
The
convinced
you
varnish
of this
a
test
that
he
it is.
character,
order.
a
claim
to
up
It has been
the reader
found
get the prospect to participatein
instance
the
on
this early in the
the
wax
little
a
place it
Do
and
day
Take
spots.
Finish.
all
fiat finish
to state
do
an
will prove
above
Flat
THEM
result."
Putting the proof of
is a popular sales stunt.
that
water
in the market
are
answer
to
it with
it moist
the
on
varnish, but
the
water
Hilo
WRITE
:
panel for
other
any
surprised at
Then
And
with
TO
writes
of cloth, saturate
piece
surface
be
HOW
a
claim
is
only
or
ratify a line
of many
for decision
to be
ness
good busiconducting a test
of
argument.
The
similar
propositions.
In using argument and proof this injunction is a good one
remember
and straightforward.
: be sincere, be honest
The
second
persuasion.
with
common
one
method
employed
persuasion must
But
and
sense
to
tempered
be
courtesy
desire is
create
or
it becomes
at
through
all times
offensively
assumptive.
We
by
are
not
given the right
"
the other fellow
"
or
to offer him
at least any
advice
or
to
step for the
his affairs.
with
offeringsuggestions in connection
this opportunity and you
"Fail to grasp
advise
and "As your friend,let me
lifetime,''
familiar in
important
right accepted
become
unduly
will regret it
you
to take
a
this
business
of your
future,"
of persuasion that you should never
welfare
examples of the kind
be guilty of.using.
See how
persuades you that
tactfullythis insurance man
:
be a good thing for you to investigatelife insurance
it would
are
joy in just being alive.
is a wife,
There
lives entirely for himself.
"There
is
a
But
certain
a
no
child,
man
some
THE
ahead
those
carry
out
what
then?"
Often
worthy
What
father
sentiment
and
is
Here
a
What
and
one
the
skin
came
would
mother
skin
a
"
who
world
click of the shutter
cute
that
infornial group
pose
gestion;
sug-
but
was
acts
the
a
as
voiced
who
one
pleasured along
or
so
things that have
had
camera.'
a
only
you
"
a
it?
powerful persuader.
and only
fingerslove to touch
will
it
that
evening
keep
way."
"
and
have
you
of the youngsters
of
such
to
responsive chord this strikes through
of the delights of photography!
that
"
artful
an
a
"A
to
don't
subscribe
not
the
each
work
the
into
feel kindly towards
minutes
of
form
some
able
be
may
of those
ning
plan-
could be afforded."
as
suggestion that
a
"Your
few
child
a
cart
a
lives, he
if he is
take
may
"Never
good
as
If he
But
plans.
persuasion
as,
those
himself.
besides
person
in
and
"
living. He is ever
plans is always included
life worth
really makes
that
one
93
LETTER
SALES
you
jolly good
or
any
often
preserved for alftime
have
always wanted
"
friends
of
its suggestions
that
"
those
brought
the
bit of road
people, places,
thought : *If I
"
Persuasion
you
all-powerful incentive
an
will appreciate that it is
skill.
with
The
is
Never
manufacturer
assume
who
method
a
:
action, but
be handled
that must
injured attitude
an
wrote
to
"Seven
times
in using it.
have
I written
distinct opportunities to take advantage
offeringyou seven
of this really remarkable
times have
offer,and seven
failed to give me
the courtesy of a reply," thought he
you
was
using persuasion,but he did not realize that he was only
persuading the recipient to throw his letters in the waste
you
basket.
The
third
and
may
but
argue,
if you
nothing.
method
ment,
creating desire is through induceinducement
is the most
important of all,for you
and
heart's content,
persuade to your
prove
don't
of
induce
your
prospect
to
act, it will avail
94
BUSINESS
You
have
letters:
how
to
write
them
been
of times
nearly sold hundreds
on
many
But
?
because
didn't
the
things.
why
Simply
sary
necesyou buy
inducement
was
lacking. The one
thing that would
crystallizeall that had gone before and leave you no loophole
for escape
Inducements
there.
not
was
take
forms, but they must all appeal
fundamental
to one
motive
be financial,
gain. This may
of many
other
kinds
physical, mental, social,or any one
but it is always gain your gain
if it is successful.
of gain
is probably the most
What
ment
commonly used form of induceis something along this style:
many
"
"
"
"To
we
going
are
you
any
found
the
to
full
both
A
to
prove
the
you
make
to
"
confidence
this
you
have
we
in
proposition
"
our
refrigeratoryou
exactly as represented, we
will
purchase price, but we
McCray
will not
stand
will ship
we
if it is not
select, and
be
product
refund
only
freightcharges
ways."
offer of
of this is the
variation
trial for
a
a
certain
days, or a trial which takes the form of actual
five and return
consumption of the product; as, "Smoke
and try
the remainder
if not satisfied,"or, "Order
a
case
three bottles at our
expense.''
inducement
The
offered,however, must
always be open
number
and
of
aboveboard.
be
It may
clever
to
trick
your
reader
inducement, but if that inducement
into believing that he is going to get something
leads a man
than you are going to give him, it is bad business and
more
offer plain ; state exactly what
bad ethics. Make
you
your
will do and there will be no misunderstanding to clear up.
into
"fallingfor"
your
It isn't necessary
The
action.
is
to
public
business;
give valuable
away
to
induce
ness
appreciates that busialso appreciates that misrepresentation
is reasonable
but
presents
it
;
it
is fraud.
The
been
would
who
man
elected
he
an
received
honorary
a
letter announcing
member
please sign and
return
of
an
the
that
he
had
important society
"
enclosed
acceptance
THE
Dear
Mr.
logical
A
Blank:
The
man
Is
fired.
work
point and
conclusion
that wins
attention
The
profit
A
Argument
and
man
the
tire
doing
S-V
will.
If
It
The
tire;
it
Argument
The
proof-
less
It's
S-V
truck
works.
S-V
tire
25
Explanation
and
way
has
easier
This
start
to
is
a
to
wheel
with
when
It
creep.
strengthens
one
truck
on,
the
you
owners
a
it's
the
worth
Yours
very
the
ning
run-
riding
out
and
interesting
to
series sent
to
ing'
chang-
is
spots.
letter,filled with
of
until
not
truck
EconoBy"--an
about
your
it
month--that
rough
on
are
your
just
is
ring
forget
you
that
per
Tire
there
left;
often--that
more
convincing
educate
work.
that
hoop
a
story--malled
you
It is
it's
the
over
"Truck
very
wires,
don't
so
"
no
discover
hours
worth-while
finish.
bands,
the
on
it--llke
apply
as
more
tell
all
ing
graft-
bolts,
They
as
right,
no
to
tires
"
It's
nothing
pressure,
can't
wheel
it
work.
them.
forced
slip
your
When
finger.
suddenly
yon
Inducement
read the
booklet
is
for
Intermediate
for
tons
the
do
"
It
one
sion
persua-
is
scrapped.
can't
it
will
wedges,
place
expense.
simple.
power.
are
no
than
barrel
is
There
flanges,
has
S-V
earn.
not,
are
capacity
tire
will
hauling
they
the
more
earning
home
reducing
are,
20%
has
strengthens
a
same
that
one
If
they
staples,
crosspins--all
Business
by
iall
its
on
strength
the
in
are
get
that?
keps,
no
tire
and
earns
yours
Argument
and
the
tire
Are
better.
proofsimplicity
increase
.
Fire
and
doesn't
that
tire
doesn't
who
roll
pay
grafter.
a
The
that arouses
interest
your
on
truck
l3
class
95
LETTER
SALES
today,
you
of
advantage
ity.
simplic-
truly.
argument
by
S-V
will
a
and
proof
leading tire
of S-V
truck
from
facturer
manu-
tires.
96
LETTERS:
BUSINESS
flattered
HOW
and
TO
induced
WRITE
THEM
quickly oblige. But
when
he discovered
shortly after that this was
simply a
in a set of books the society
to interest him
"clever" scheme
and had
gusted.
a
expected to publish, he was
right to be discard
was
"
to
"
The
of
a
and
end
action
inducement
an
postal card.
coupon
or
contain
the exact
The
A
of
conditions
Close
How
"
fault of many
common
or
to
of the offer.
terms
Action
Get
is that they lead their
salesmen
point of signing the order, and
of closing. And
lack the knack
then
to the
prospect right up
"fall down."
These
generally in the form
should be simple in form
is
They
the
sales letters have
many
fault.
same
faithfullyyou comply with the rules of
successful letter writing as given in preceding chapters, if
to do the thing that
reader to act
fail to induce your
you
before was
all that has gone
simply leading up to
your
No
how
matter
"
"
will be
work
You
the
aroused
attention;
"
himself
A
created
done
are
NOW.
trailed
interest; created
your
at
that
The
writer
a
writer
your
keen
desire
seemed
then, somehow,
the
off to
conclusion, expressed
a
vague
generalitiesor suggested that
his interest
out
He
to
must
do
the
tell the
it,and
you
must
always keep
must
well in hand.
it is to
suit your
have
venience.
con-
strong
a
situation
reader
then
to
he
what
insist that
has
to
do,
it be
once.
On
accomplished by threats, force or blows.
desire for gain
and
contrary, persuasion, inducement
The
employed.
the action-compelling elements
pect
prosthe reason
is shown
why it is to his interest to order
This
the
he
in
failure.
sales letter to be well rounded
climax.
why
goods, and
the
weaken
utter
received
have
readily recall letters you
vital spark of action.
They attracted
can
lacked
for
an
is not
98
BUSINESS
LETTERS:
A
Dear
A
POOR
TO
SALES
WRITE
THEM
LETTER
Sir:
start
poor
HOW
We
beg
to
If
you
drive
call
attention
your
to
our
gog-
will
find
gles
Nothing
to
these
here
interest
goggles
useful
No
reason
why
They
which
you
We
suggests
have
piece,
nose
We
are
with
hundreds
sure
these
of
satis-
customers.
Mere
of
close
ing
nothand
also
are
wear.
We
them.
wearing
fled
generalities
means
will
you
after
you
They
made
with
our
patented
perfect
adjustment.
be
immensely
pleased
are
allows
that
should want
their goods
This
for
automobile,
an
indispensable.
outdoor
general
these
aim
at
all
goggles,
and
goods,
which
merit
to
well
carry
as
assure
will
we
stock
line
solicit
you
fullest
large
a
full
a
respectfully
we
the
to
times
as
of
tical
op-
ronage
pat-
your
endeavor
to
extent.
no
Yours
respectfully.
action
This
letter
neither
is of
a
personality
nor
along this line would
be
listened
Never
likes
a
The
This
out
second
or
the
not
communication
to know
or
is what
profit
to
of satisfied
him
not
care
he
can
be
to
own
a
point
"
pair of
customers
does
paragraph
is filled with
not
a
as
not
writer
occasion
to
does
use
have
more
be
man
beg.
to
not
know
even
goggles.
motor
circular, for if it
a
were
sonal
per-
known.
the writer
of
sure
should
the
would
what
talked
No
begging anything.
man
have
letter
has
It
read.
that
would
the
this
does
reader
business
a
reader
brands
be
letter by
indicates
paragraph
immediately
The
business
any
Moreover,
beggar.
whether
this letter would
to than
start
in wastebaskets.
frequently seen
who
salesmanship in it. A salesman
would
He
no
never
bring in an order.
type
is
sure
of.
What
he wants
why or how it will be of advantage
goggles. That they have hundreds
prove
that
he
will become
one
if he
purchases.
The
last
nothing
;
consequently
the
mere
reader
generalitiesthat
does nothing.
mean
lutely
abso-
THE
THE
My
dear
it
moans
Mr.
From
Gets
the
reader's interest
them
save
ing
wind
they
the
contour
the
motorist.
thr^e
midsummer
from
the
being
Other
These
suggested
but
use,
where
wear
your
will
They
after-effects
not
are
and
unsightly;
the
against
adjusted
perfectly
designed
expressly
carried
are
in
will
or
to
prescription,
order
in
the
our
not
are
for
in
stock
be
glass
glasses
equally
are
by
head.
amber,
to
protect
nose
be
can
are
your
ground
uses
the
They
to
caused
serious
They
on
days.
asphaltwill
often
your
of
hot
strain.
too.
goggles
shades
the
goggles
this
the
dazzling,
from
what
against
discomfiture
the
glare
of
Our
ment
argu-
goods
know
know
you
drive
these
on
dust,
lightly
and
they
rest
to
eyes
and
temples,
for the
experience
own
your
Amber-colored
of
understandof his
needs
your
to
from
eyes
an
Stafford:
And
you
reflected
the
by
showing
REWRITTEN
particularly
sun,
99
LETTER
LETTER
SAME
Secures
attention
Good
SALES
made
cording
ac-
up
the
lenses
shop.
own
restricted
to
for
satisfactory
are
su'bject
eyes
motor
all
to
door
out-
undue
strain.
Persuasion
You
The
is
indeed
is
worth
reader
a
Will
is told what
to do
Action
is
down
if
owe
protection.
you
town?
make
or
Main
to
your
up
he
Yours
much
The
reader
is
the
The
is then
he
situation
sees
in the
should
take
that
as
that
aroused
er
deliv-
number
is
driver
car
the
they
close he
does
will be
is given
is suggested
are
a
that
what
made
a
way
that
motor
the
which
letter at
car.
writer
will be
of
fully appreciates
to
him.
help
is then
up
described.
individually for
definite
that
condition
a
note
the
letter.
same
him
manufactured
something
in such
And
drive
and
goggles
of the
before
motorist.
a
he
truly.
very
version
by showing
of the
in which
manner
reader
And
with
it for granted
Interest
rewritten
pictured immediately
entirelyfamiliar
takes
once
The
is the
better
has
to
1243.
easy
How
are
you
us
Our
you.
adage
prevention
when
'phone
this
old
of
store
yet,
them
the
ounce
for
pair
a
give
place.,
the
in
stop
better
Or,
to
eyes
if
Here,
any
appropriate--"An
of
cure."
pound
he
to
can
do.
The
him.
action
easilytake it.
100
BUSINESS
You
you
or
can't stand
in
can
urge
LETTERS:
over
card, order form
blank
or
in your
supply the
return
your
These
coax
the
are
necting
con-
will
we
that follows it :
one
interested
are
proposition,
but
the
this close with
"If you
literal sense,
a
is where
in.
comes
THEM
can
you
Here
too.
"
WRITE
salesmanship you have displayed
the injunction to "sign and mail today."
letter and
Compare
and
coupon
links between
TO
prospect in
your
figurativesense,
a
the order
"
HOW
in what
be
have
we
grateful if you
said
will
in
and
our
fill out
the
enclosed."
Now
the
see
"But
the
The
day.
make
punch in this
first order
blank
delivery
the
and
check
'beat'
a
inducement
is
on
don't
so
"
will tell
your
scoring
"
Here
gets them
enclosed
for you,
up
:
just how
us
will insure
single
a
to
many
prompt
paid
pre-
slow-moving
your
limited
a
delay
petitor."
com-
You
supply.
must
the reference to your
hurry to get what is offered. And
competitor is a clever spur to urge you on.
This installment
proposition is brought to a strong close.
It summarizes
in the first part the biggestadvantage offered
in the preceding arguments, and introduces
in the climax
the suggestion of disappointment if you do not act at once
:
"This
your
does
except
money,
cheap
fuel
of these
for
to
will be
you
which
the
there
out* in this way,
a
mail
very
only 100
it will be
slip and
enclosed
are
of
cent
a
will find is
you
As
purposes.
be sent
fill out
to
expenditure of
the
for gas,
cooking
stoves
for you
or
call for
not
sary
neces-
at
once,
disappointed."
logicallyand forcefullyan advertising agency
closes a letter on a specialadvertisingproposition. If you
have been convinced
by this letter that you should have
after this straightthis advertising how
can
escape
you
from-the-shoulder
statement?
You
can't, for it is human
for yourselfsomething that has been offered
nature
to want
Note
how
to the other
"This
afford
to
fellow
"
to beat
offer is not
do
that.
made
to it.
him
to
alone.
you
It is for you
to
decide
We
could
if your
not
order
THE
SALES
JOJ.,
LETTER
,,,,,,,,,
shall reach
us
first to
exclusive
the
secure
obliged to grant the
territory. The price is so low;
the advantages so obvious, there
mail
should
order
an
right now
letter carried
This
a
advantages of immediate
order
be sent
at
overwork
first
"
this
hour."
very
postcript, again summarizing the
action and again urging that the
once.
overlook
Don't
series,
applicant from your
the advertising so good;
is every
reason
why you
will be
we
as
of this
use
the
value
of
good postcript,and
a
don't
postcript idea. Used
occasiohally,it has
great strength. Adopted for all letters it will have the same
effect
the
the salesman
as
When
used
with
who
says
discretion
a
"word
too
much."
to mirror
serve
postcript may
points of the propoup again to the reader the principal
sition
and
perhaps turn him back from laying the letter
"added
aside.
It might be termed
emphasis," but "added
emphasis" is sometimes
overemphasis.
An
office appliance manufacturer
has found
that the
simpler the task of replying is made the greater the returns.
This close is typical of many
of his letters:
"Don't
letter
^
This
is
and
bother
writing
return
it in
a
reply. Just
enclosed
stamped
your
the
0.
K.
the
envelope."
The more
"red tape"
good point to remember.
require your prospect to go through the more
likely
you
his buying mood
will cool off.
The
idea has been
worked
out
same
by this concern;
but
the
enclosure
of an
addressed
have
envelope would
strengthened it:
a
"Your
business
needs
this book.
You
the
bottom
simply writing 'yes* on
addressing it to the undersigned."
A
of
can
this
it
secure
letter
by
and
guarantee, when
the prospect who
tire company
"If
any
uses
the
other
in cash
"We
S-V
doesn't
standard
its full
put
rightly used, has a strong effect on
has been brought to the buying point. A
this inducement
cleverly:
it
cost
tire you
price.
in writing
and
you
run
less, mile
opposite
sign it."
for
mile,
it, we'll
than
return
,
102
BUSINESS
letters:
how
to
write
them
Questions, as a general rule, will weaken
close.
your
Avoid asking them.
This is a time for decision,for firmness,
for taking for granted that the reader intends to act and will
act.
You
Questions play into his hands.
are
put on the
defensive.
Keep cool; keep him in line. To illustrate:
"Won't
to
expect
you
us?
to ask
See
how
and
The
whole
the
hear
to
from
you."
"
threadbare
even
the
before
gone
more
been
so
is lost
down
handed
sales letter
was
so
from
unknown
an
"Thanking
awaiting your
you
for
favors
any
you
letters
a
past
sense,
guilty of.
Remember,
as
is the
and
that in
permit
a
thief of
may
of others
him
when
that
coined
and
grant
interest
of your
to your
#
and
equally devoid
climaxes
are
you
should
of
either
be
never
nation
closing injunction, that "procrastitime" in a letter as in anything else,
postpone, defer, delay
to
Today
"
that
sales letter
"
by having the right climax
add
them
letter it is also the thief of the order.
until tomorrow.
conclusion
a
prospect
your
tion,
genera-
commands."
hundred
horse
or
we
quantity, and
"Assuring you of our appreciation of your
further."
hear from
hoping that we may
you
sales
timeworn
many
why business houses of today continue to use
they would not think of using the quill pens
them
is beyond comprehension :
These, and
the
"
those
are
"
find in
expressions we
They have
when
has
to the wastebasket.
inefficient
Equally
receive.
want
effect of what
letter finds its way
and
We
completely the writer has lost his grasp of the
There
is no inducement, no climax, no positivereader is quick to detect the uncertainty expressed
situation.
ness.
please write us a letter tellingus whether
take up stenography?
Have
you
any
tions
ques-
you
moment
when
list of successful
put off
is at the
golden moment,
the right clincher you
is the
and
he
or
Never
conquests.
and
will
ADJUSTMENT
Mistakes
are
103
LETTERS
ADJUSTMENT
LETTERS
expensive; they
cost
and, in
money,
many
business
whose
they result in the loss of customers
be made, in advance, to
is profitable.Every effort should
forestall complaints.
high or
Every employee, however
with the spiritof accurate,
low in position,should be imbued
cases,
pleasing service
efficient,
to
in any
customers
station
and
organization, as a whole and
create a spiritof fairness,honesty and
individually,must
courteous
service,and then rigidlylive up to that creed.
how thorough the training and supervision
But no matter
of those employees who
tact
directlyor indirectlyin concome
The
all conditions.
under
with
customers,
mistakes
will
the
complaint is made, you have at once
relations closer than
cementing your
them
And
occur.
ever
when
a
opportunity of
of severing
or
for all time.
general principlescan be given that will apply
in all cases, a letter answering a complaint must, as a rule,
It must
(1) impress the
perform the following functions:
desire to satisfy;
customer
with your
sincerity and your
of the trouble; (3) state what
(2) explain in detail the cause
have
done, or what you intend to do, and what
you
you
While
no
desire the customer
to
do; (4) convince
it is stillto his interest to do business
with
that
you.
into consideration
handling complaints must
Good
the conditions
applying to each individual case.
be used
of your
in shaping the course
judgment must
of
decision.
When
decision is made, tell your
customer
a
that he will appreciate your fairness.
it in such a manner
Complaints must be handled on the assumption that the
feels that he has grounds for his complaint. It is
customer
to take
the attitude
that a complaint is
basicly wrong
merely a groundless endeavor to derive an unfair advantage
that most
Remember
to be fair. In
of you.
people want
making a complaint to you, they believe that they are in
Letters
take
the customer
104
BUSINESS
LETTERS:
HOW
TO
ADJUSTMENT
WRITE
THEM
LETTER
Gentloment
Courteous
We
10
acknowledgof
complaint
ment
States
fact
On
facts
probable
referring
your
time
required
delay
left
March
25.
5
the
happens,
misplaced
Tells whtt
have
done and
tend
what you into do
you
We
the
goods.
the
next
you
a
know
sincere regret
at the delay
have
two
shall
do
are
been
tracer
a
after
located
we
this
within
will
delay,
it
is
occurrences
Clearly
blame
to
send
Tours
but
we
one
of
that
are
the
yond
be-
railroad
in
this
in
our
power
to
not
occur
again.
does
delay
a
times
some-
doubt
no
days,
everything
such
that
shipments
the
road
railby
understand
control.
is
company
that
not
are
regret
will
our
goods
It
has
three
unfortunate
those
your
these
shipment.
deeply
you
usual
latest.
started
they
or
the
reach
order.
today
If
to
to
received
this
your
duplicate
We
Expresses
ment
depart-
delayed
and
with
case
we
shipping
however,
company,
the
find
records,
our
very
unduly
or
the
goods
our
have
at
the
22.
According
shipments
for
should
city,
you
by April
of
to
order
April
to
received
March
on
you
that
on
not
of
attention
our
have
letter
your
call
you
by
for
you
you
that
ordered
in the case
and shows
cause
thank
which
In
We
instance.
see
truly.
therefore,entu-elyfair in their attitude.
that when
all the
must
You
respect this view, feelingsure
of fair
facts of the case
are
presented, the customer's sense
play will grant your point if the complaint is an unreasonable
the
right and
are,
one.
It is far better
make
him
down
an
grant
a
see
to
appeal
the matter
as
to the
you
unexplained decision.
concession, show
declining,and
convince
him
the
customer's
do, than
If you
customer
to
fairness,and
arbitrarilylay
decline
must
your
reasons
of the fairness of your
to
for
position.
106
letters:
BUSINESS
how
claims
accept the customer's
to
them
write
without
question, even
though
not be wholly warranted.
they may
caustic retorts are, of course,
to be strictly
or
Any angry
in highly offensive
avoided.
Even ifthe complaint is couched
language,
unjustifiable
and
retain
must
you
dignity.
your
reply will,in all probability,make the customer
of himself for so quickly giving vent
to
trifle ashamed
a
his feelings,while a **hot" reply will only fan the flame of
A courteous
his temper.
the complaint is based
instances
In many
is the case,
such
When
on
standing.
misunder-
show
must
you
a
that you
without
conception of the matter
the customer's
intelligenceor integrity.
reflecting upon
has but a slight knowledge of the
Perhaps the customer
be used, in which
in which
goods may
manner
case,
your
to resell the goods, to explain and
for you
it is necessary
the reasons
why it is to his or
point out to the customer
have
clear and
a
her advantage
correct
and
to retain
them.
use
tified.
recComplaints regarding purchases should be at once
Complaints regarding service should be promptly
In
to the guilty person.
investigated and traced down
is to be promptly and graciously
case, the customer
every
satisfied.
all
By
to be
has
drawn
your
of
a
let it be
stand
between
forced
If
one.
a
promptly, cheerfully
with
impress the customer
made
desire to
allow
minor
no
business
amicable
your
begrudgingly made
concession
yourself
tardy concession
a
and
reluctant
allow
tions.
rela-
is little better
none.
purchased
man
York
another
When
to
not
long controversy, for
courteously. It will then
open-mindedness and your
A
A
a
is made,
differences
than
into
Do
arguments.
appearance
every
concession
and
avoid
means
store, and
set
was
cut-glass set
instructed
city, where
the
a
he
was
that
it be
going
received, one
New
at Wanamaker's
to
of the
sent
by
attend
express
a
pieces was
to
wedding.
broken.
The
customer
particularlyput
was
107
LETTERS
ADJUSTMENT
he wanted
because
out
glass in time to present it before the wedding,
Wanato take place three days later. He wrote
which was
a
vigorous complaint.
maker, registering
in this way:
been answered
This complaint might have
the
cut
Sir:
Dear
We
to
regret
failed
reach
to
This
the
that
learn
cut
in
its destination
purchase
condition
first-class
in
was
glass purchased by
good condition.
when
you
we
as
our
receipt
transportation company,
them
responsibility ended
Naturally our
the package to the express
delivered
company.
we
it is their fault" not
after they took
happened
it to the
delivered
shows.
from
when
What
ours.
agent,
this
will take
If you
will
you
matter
doubt
no
be
able
local
the
with
up
obtain
to
express
equitable
settlement.
the
And
disgusted with the
As
store
and
truly.
have
been
of doing business.
Wanamaker's
from
came
thoroughly
most
its methods
of fact this letter
matter
a
would
customer
Yours
by
mail:
return
Dear
Sir:
We
glass
are
a
source
of great regret to
inconvenienced
Please
broken
today another
you
piece
to
your
cut-
set.
It is
been
sending
make
by
whatever
us
carelessness
that
our
on
disposition
you
you
should
have
part.
wish
of
the
piece.
Yours
very
truly,
the same
on
piece of cut glass reached the customer
able to present his wedding
day as the letter,and he was
present in perfect condition.
Notice in this letter the instant and unqualified decision
regarding the complaint, and observe also that the shipping
This
speeded up to make the restitution in time
department was
demanded
No proof was
for it to accomplish its purpose.
word
customer's
The
that the cut glass was
broken.
was
accepted as absolute proof.
108
BUSINESS
This
LETTERS:
HOW
TO
WRITE
naturally feeling angry
THEM
miscarriage of
his plans, was
so
won
over
by this open-minded and broadgauged handling of his complaint that he at once
wrote
a
letter of thanks
would
in the
pledging that Wanamaker's
man,
future
receive
every
the
at
of his trade.
penny
Yet, an unskilled
of delay
would
have
handling of the complaint a day
destroyed the good- will of the store in this man's mind.
A woman
bought a pair of white silk gloves with black
The
clerk assured
her the black
stitching on the back.
"
would
"run"
when
"
the
washed.
The
gloves were
washed
them
customer
according to the directions furnished
with the gloves. The
black "ran"
and spoiled the gloves.
She returned
the gloves with a courteous
letter stating the
facts and
requesting that the purchase price be refunded.
not
This
is the
Dear
letter she
Madam:
have
We
received
letter of the
the
received:
the
silk
second, and
trouble
gloves
at
are
a
mention
you
loss to
understand
happened.
our
gloves are carefully selected when
is given
purchased and especial attention
could
of the
used
not
thread
the
to
stocks
the
ness
fast-
in
stitching. This black is
the
washed.
guaranteed not to "run'* when
gloves are
It must
be
that
did
the
not
carefully observe
you
instructions
for washing them, as given on
the little tag
attached
had
used lukewarm
to the gloves. If you
water,
would
have
not
directed, this trouble
as
happened.
We
gloves to you, as we
are, therefore, returning your
can
black
how
have
All of
are
in your
wherein
see
we
are
to
letter illustrates the
This
for the
blame
Yours
wrong
trouble.
truly,
attitude
in
answering
a
the
on
complaint; it not only lays the blame
customer, but actually casts insinuations on her veracity,
letter of
inasmuch
as
lukewarm
water.
She
of the
was
she
mentioned
to allow
content
gloves
was
a
small
explicitlythat
the matter
amount.
But
she
had
used
drop, as the price
she firmly resolved
to
109
LETTERS
ADJUSTMENT
again, and she had no hesitancy
in tellingher^friends of her experience.
Her husband, upon
hearing the details,took the matter
most
wrote
and
vigorous letter to the store,
in hand
a
and an
apology for what
demanding a proper settlement
he considered
a slur in questioning his wife's veracity. He
into that store
to go
never
this letter:
received
Sir:
Dear
done
to
As
we
accordance
aspect of
the damage
alter the
not
regard to the liabilityfor
wife's gloves.
your
washed
previously stated, if the gloves were
the instructions
with
given, the color will
situation
the
does
twelfth
of the
letter
Your
in
in
not
run.
However,
the
expense
our
check
and
had
did
It
gladly given.
Dear
extracted
been
have
letter similar
a
to
only
her husband
It
little good.
was
different would
written
Blank's
the
that
by having
was
concession
a
and
trade with
to
satisfaction
How
this
consider
to
tired of relating that
never
disagreeable firm
Such
intent
so
a
importance and rather than incur
of extended
correspondence, we are enclosing
of the gloves.
for the amount
Yours
truly,
woman
received
seem
you
of considerable
matter
This
as
by
force.
willingly
force.
the situation
if the store
this:
Madam:
Enclosed
exchange
money
is
for
when
dollars, which
may
you
the
desire, or use
same
as
just
Blank
in
the
future
purchases
duebill
a
cash
for
if you
make
you
two
Store.
We
gloves
can
to
but
it must
We
"run"
as
they
as
you
be that
are
what
understand
not
a
very
defective
sorry
in this way
and
transaction
a
did.
exercised
assure
that
you
could
have
caused
your
our
stocks
fully,
care-
watch
We
care
every
in
pair slipped past
you
have
should
that
we
strive
wholly satisfactory one.
a
she
way
use
not
was
was
washing them,
our
inspectors.
been
annoyed
to
make
every
110
letters:
BUSINESS
Would
gloves
like
you
that
"
duebill?
have
to
is there
Or
write
send
us
won't
surely
to
how
"run"
else
anything
in
letter
a
made
as
in
could
other
in the
M.
ribbons
Multigraph
N.
J.
he
has
After
hold
to
the
Write
delay.
Process
up
getting the
the
He
states
letter
for
express
Mr.
Burlington,
Wilbur
that
he
writes
has
that
been
pelled
com-
because
customers
Wilbur
dozen
one
Company,
Mr.
of his best
one
that
ago
W.
the
to
of
Neidich
city, asking them
to
put
a
the
American
tracer
after
they
were
by
write
in
behind
to
Finch
goods
have
express
that
Express
the
days
far
so
that
yesterday.
of goods
They
Explain
of six
delay
a
shipped
were
order
an
Company.
was
that
fact
Virginia.
Write
received.
been
there
goods
shipped
you
Wheeling,
the
to
the
Process
find
they
due
out,
State
days
Brown,
not
goods,
Neidich
the
records
order
orders.
Several
"
for
complaint
reply from
the
examining
with
the
difference
a
Company.
Write
on
work
by
Process
the
ribbons.
the
some
for
days
ten
received
not
cession
con-
13
Neidich
the
from
waiting
same
what
at
Va., ordered
W.
Huntington,
Wilbur,
the
friendship.
Exercise
J.
the
A instead?
sen
to
but
way,
for
truly,
very
amounted
have
retained
and
tact
would
pair of
exchange
we
Yours
Such
another
you
"
them
the
of
Company
Give
shipment.
the
your
sary
neces-
information.
Write
to
Finch
to
the
express
due
the
to
that
to
put
the
you
delivery
date);
was
handled
the
written
the
shipment.
within
the
exact
shipment
have
after
tracer
reports
company
the
a
(give
on
way
that
Explain
Brown.
company
State
them
"
two
or
goods
that
Add
three
dently
delay is evi-
by the
express
delivered
were
the
asking
company,
that
days,
unless
you
pany.
com-
express
the
will
express
duplicate
shipment.
UMiUlMHIillMiiMlIlIlIlIi
m
i
"The
I another
I
the
man
who
man
greatest,
1 modern
must
most
business
can
write
make
a
a
letter that
personal
independent
world."
does
call to
power
what
do, is
in
the
write, for the
letters to
do that
to
letter is
collection
The;
LETTER
COLLECTION
THE
of the
one
that
reason
he is inclined
which
111
LETTER
COLLECTION
THE
to
difficult of all
most
induce
it must
put
off until
a
a
person
more
venient
con-
his pocketbook are
on
time, or until the demands
that it must, at the same
less pressing,and for the reason
the
time, retain
first essential
The
that
each
a
the customer
of
be sent
statements
month
will of the
good
out
good collection system requires
On the last of
exactlyon time.
be rendered
should
statement
on
a
customer.
the first or
second
so
to reach
as
of the month.
If there
delay in sending out statements, the customer
naturally
feels that it is not important that he settle promptly.
it is well to observe a slight
In treating collection letters,
is
a
mark
of distinction
between
business
with
(1) accounts
private individuals,such as
the
two
classes of collections:
concerns;
(2)
with
accounts
retailers' accounts
and
ment
install-
accounts.
In the first classification,
we
business
subject with
deal with
business
men
on
a
which
they are thoroughly familiar
In the other class,we
from daily contact.
are
dealing with
individuals not with a highly developed business sense
on
and
the average
with
business
not
constantly in contact
The method
of appeal in handling the two classes
matters.
of readers, of course,
varies somewhat.
To be effective the collection letter,like the sales letter,
have
must
interest"
personality. A touch of the "human
in
element
mere
a
collection letter will get next
conventional
forms
would
do
to
little more
a
where
man
than
irritate
and
antagonize.
Sometimes
a singleletter with
element
effect
will catch
settlement
the
favorable
a
strong "human
attention
interest"
of debtors
and
promptly, but often a series of three,
five letters,each a little more
insistent than
four, or even
the previous one, is required.
a
112
BUSINESS
The
First Letter.
that
assume
due
to
the
that
to
write
them
first letter should
failure to
oversight. Do
an
of the
doubt
how
The
"
reminder
courteous
to
letters:
customer's
merely
is overdue.
account
settle the
intention
that
a
It is weli
promptly
account
intimate
not
be
have
you
is
any
ability to pay.
.It is often a good plan to injecta specialsales paragraph
about
in the first letter,tellingin a friendly way
goods in
the customer
The
which
might be interested.
object of
sales as to appeal
to make
such a paragraph is not so much
of a friendlyattitude,though letters
for payment
by means
constructed
often accomplish both objects.
so
Here is an example of a courteous, businesslike reminder
to which
Dear
could
customer
no
understanding?
your
records
Our
show
less 2
(quantity
% payable in
date
of invoice;
that
and
ten
but
Apparently the
Bookkeeping
your
way
adjusted
the
so
that
May we
again
take
we
from
up
has
In order
has
may
you
overdue
the
your
before
a
from
attention
we
overdue,
or
chased
pur-
$125.15,
the
received.
are
of
in
promptly
account
payment,
base
been
possibly
or
appear
the
yet
escaped
to have
not
for
you
product) were
net in thirty days
payment
it will
which
on
of
Department,
which
hear
terms
style
days, or
no
envelope
enclosed
the
account
at fault.
on
we
offense:
Sir:
Is this
some
take
or
please
for
some
use
planation
ex-
satisfactoryadjustment.
the 25th, the day
on
which
accounts?
Very truly,
how
this letter presents the
fully,firmly,
The
and
opening
yet tactfully to the past due debtor.
makes
frank and friendly
but one
sentence
a
paragraph
appeal for a "get-together" spirit. The letter in no way
It merely calls his
the reader for his tardiness.
censures
has not been paid
attention to the fact that the account
and should be immediately adjusted. This letter is particularly
the
from
noteworthy, because it gets entirely away
to balance," etc.
"remittance," "check
hackneyed terms
Notice
"
"
matter
114
BUSINESS
the
By
letters:
that
have
we
way,
on
how
to
write
hand
about
250
before
the
them
of bond
reams
bought
customers
at 9c.
offering this to our
carefully the sample, and you will be convinced
is a bargain at the price. Why
include
not
an
of
this
with
some
along
reply?
paper
your
Very truly yours,
paper
We
we
advance
recent
in price.
Examine
are
And
is another
here
short, but
that
this
order
for
pointed first letter:
Gentlemen:
This
sent
will remind
you
October
on
you
balance
The
let
is
have
us
of the
you
15, amounting
somewhat
now
check
your
Second
Letter.
If
"
account
$87.29.
to
overdue, and
in settlement
Yours
The
of your
statement
ask
that
by early
mail.
we
truly,
first letter,framed
the
along
specimens, fails to bring a remittance
reasonable time, a second letter,
slightly
lines similar to these
or
a
reply within
a
be sent.
firmer in tone, should
But
even
it is not
now
desire to evade
has any
prevent him
he plans to make
pride
In
or
customer
that
he
Here
from
Give
the
does
is
intend
not
to
It is not
credit
convinces
a
stances
circum-
a
while
worth-
yet time
second
you
conclusively
letter:
Gentlemen:
The
check
account
has
Don't
you
not
bother
this letter and
Thank
intended
yet
to
mail
to
arrived
write
back
a
send
no
"
us
in payment
doubt
your
us.
you!
Very truly
of your
forgotten.
letter; just pin
to
yours,
for
for intending
them.
pay
good specimen of
a
antagonize
to
customer
his bills until his action
be that
due, although
as
possible,and that
from making an explanation.
just as soon
reticence keeps him
measures.
to pay
It may
paying the amount
it is very
easy
by overinsistence.
case
a
that the customer
payment.
payment
natural
a
such
harsh
safe to conclude
check
to
COLLECTION
THE
This
remarkably successful,due probably
are
gained without
pOintedness, which
been
letter has
brevity and
sacrificingpleasantness.
A concern
dealing largely with
this letter to advantage as
uses
to
its
Dear
owing
which
that
For
reason
as
business
a
account
have
been
you
You
of your
detriment
to
he makes
ability
in
court
Won't
let
have
us
tell
us
the
pay,
great
a
have
you
credit
lenient
as
not
seem
clude
con-
account
that
lack
judgment
these
and
is lowered
things
paid
the
court,
his expenses
for $119.20
not
in
your
great
a
those
from
too, if they
with
been
merchant's
he
also
has
greater.
for your
by
is
of confidence
have
we
taking
not
standing
means
as
Yours
This
without
of the
injustice in
for it
community
Aiaking
check
your
why
a
consider
you
care
allow
naturally
a
purchases
his obligations. And,
get
to
costs
taking
Fuller,
time.
man,
be
are
not
do
meet
should
reputation
we
Mr.
has
you
will have
to
you
can
one
This
and
Uncertain
his
to
disposed
and
you
can
we
this
as
us,
of
matter
business
a
in
not
a
find
account.
whom
his
just
least,
that
for it.
give
to
doing yourself
are
long
as
open
that
fact
in the
realize
you
inclined
it is
that
whenever
are
mailing:
now
are
being given
reason
the
doubted
man,
stand
to
sufficient
care
towns
twenty-four days past
taking this opportunity of
is
we
of it.
reminding you
Your
honesty is not
to
second
a
overlooked
have
you
$119.20,
us
due.
an
in small
merchants
Sir:
Perhaps
but
115
LETTER
return
good
own
mail,
or
and
at least
account?
truly,
letter is
designed particularlyto bring the procrastinating
debtors
to time.
Many
merchants, particularly in
the smaller towns, merely postpone remittances
because
of
lack of office system.
Once
the fallacy of such a delay is
brought to their attention, they are quick to send in their
money.
Notice
the
neglect is visualized
direct
threats
or
clever
to
the
manner
reader
forebodings.
in which
without
the
the
danger of
use
of any
116
BUSINESS
LETTERS:
HOW
TO
WRITE
THEM
The
following is another letter that serves
as
second
appeal to the procrastinatingdebtor:
an
admirable
Gentlemen:
You
have
always been
with
so
heretofore
us
that
we
If it
could
we
is,won't
If, however,
will
write
which
is
fault, and
our
would
let
us
today concerning it?
correct
charges are
as
they
the
kindly
you
ments
settle-
your
is
wondering what
of our
April 24 invoice
easilyadjust if you
very
you
making
are
causing you to hold up settlement
amounting to $215.25.
is something
Perhaps the reason
which
in
prompt
send
know.
us
us
check
your
for
the
stand,
by
amount
mail?
return
Very truly,
Let
here
us
glance back
getting letters and
what
successful
money-
factors contributed
common
their effectiveness.
to
Up
determine
these
over
this
that the debtor
point, the writer has assumed
intention of meeting his obligations,and rightly,
has every
for the customer
has not yet indicated by his actions that
to
he is to be classified
In each
customer
the
writer
payment
a
"dead
beat."
direct request for the money
is made.
The
voluntarily incurred an obligation. When
buying
case
a
goods, he knew
the
as
soon
within
they
collection
of
as
that
as
his
the
be
must
letters has
paid for. Therefore,
right to expect
every
becomes
account
province in making
He
due.
a
is
tirely
en-
courteous, firm
request for payment.
But
there
the favor
is
no
of," or
Such
should
"suggest," "beg
why one
tance.
"respectfullydirect attention to" a remitreason
weakness
indicates
doubt
a
the
is
any
collection
expected
other
"
not
irrelevant
be
letter must
asked
reason.
for
the returns.
impression that payment
This is the angle from
They do not create the affirmative
is expected as a matter
of course.
which
about
as
The
written
a
"
prompt
personal
transaction
favor
is
a
ment
payor
for
matter
THE
of business
that
function
collection
of the
expect him
you
within
should
Payment
throughout.
117
LETTER
be
expected on
a
basis.
business
The
COLLECTION
to
certain
sl
pay
And
certain specifiedtime.
a
letter is to tell the
of
amount
there is
no
reader
money
why
reason
rected
speak plainly. The appeal should be dibe
must
straight at the reader's honesty. There
nothing to incite antagonism, but sufficient courtesy and
positivenessthat the recipient is forced to admit to himself
should
you
that
not
attitude
your
Third
The
appealing
or
Letter.
to the
While
means
to
honesty, do
still assume
it should
at
or
been
least
made
insist
a
and
fair
play,
the
naturally grows
with
not
bring
letter,
a
tance
remit-
follow
within
a
the
debtor
really
that
firmly upon
third
to the debtor's
an
is
insistent
more
The
fear.
the
as
tone
few
immediate
settlement
when
ment
pay-
an
of honesty
directed
of the
at
letters
as
the
controlling
factor:
Gentlemen:
The
position of
it is because
and
your
is
company
of this fact that
we
one
so
of
responsibility,
willingly extended
credit.
Now, that your
account,
totaling $215.25, has drifted
for
several
fear
that your
along
weeks, we
rightly deserved
is liable to lower
somewhat
in
standing in credit matters
the eyes
We
rank
You
Do
of those
are
sure
with
whom
you
that
you
want
just as high and
know, from your
not
be
have
your
business
credit
connections.
standing to
as
possible.
just as favorable
own
experience, the value of credit.
let $215.25
credit
endanger your
reputation.
to
his
series progresses.
the third of a series,
specimen letter,used as
appeal to the debtor's pride
a
sense
be
letter should
of pride, curiosity or
Here
second
reply explaining why
naming a definite time
expected.
Changing from the appeal
sense
the
be
may
and
first and
the
customer's
it should
pay,
settlement,
not
If
"
reply, a third letter should
a
days.
has
is entirely fair.
118
BUSINESS
Send
thus
LETTERS:
us
check
a
preserve
HOW
for
that
letter pictures the
his pride in the
THEM
without
credit
delay, and
standing.
Yours
This
WRITE
amount
enviable
your
TO
truly,
very
debtor's
credit standing, stimulates
favorable
reputation of his concern,
and then emphasizes the fallacyof endangering that valuable
in question.
position by neglecting to pay the account
The following is a good specimen directed at the debtor's
of shame:
sense
Dear
Sir:
What
would
unfairly
And
used
another's
would
what
when
he
think
you
of
to
do
to
money
think
you
neglected
money?
wide-awake
a
of
business
that
explain
even
merchant
with?
merchant,
same
his
who
for
reason
holding
with-
that
honest
and
merchant
is
Be
that
For
three
days,
But
you
promised
further
been
allow
you
a
used
to
money
our
using $145.20
the
use
of
forward
look
letter within
debtor
intends
bring the
should
Letter.
your
a
If
"
to
avoid
you
you
postpone
account.
no
your
check
for
the
full
to
definite
definite
a
that
for
date
The
can
fourth
a
be
reply and
taken
used
in
to
letter should
As
conclusion.
will be
letters
yours,
reply is received to the third
time, it is probable that the
payment.
specificallywhat action
received by that date.
It is here
and
contract
your
receiving
to
reasonable
a
matter
set
products.
longer'than
understanding when
week.
next
Fourth
our
thirty
much
Very truly
The
for
"
of
of it for
of Blank
success
the
violate
not
settlement
amount
opinion
your
order.
should
You
We
you
according
to
placed the
to
make
have
have
you
glad
were
help
to
forming
yourself.
months
We
money.
in
candid
rule, it
a
should
case
work
no
state
reply is
upon
the
curiosityand fear. Of these two angles of appeal,
times the more
resultful,for it is the
curiosity is many
debtor's
danger a man
his curiosity regarding
debtor
of
a
be
may
Notice
following letter:
effect of the
the
statement
mere
is to be taken.
that
definite action
the
by
than
stimulate
can
against him, the
pending action
a
affected
more
If you
fears most.
unknown
119
LETTER
COLLECTION
THE
Gentlemen:
If this letter
overdue,
We
to
is
no
the
bought
to
courteous
We
Such
cause
for
pass
months
you
to
you
will
reader
effect.
obligation when
this
of the
not
you
terms
plying
ap-
heeded
our
remittance.
a
this bill.
pay
name
give your
that
he
probable
entirelyon
of steps that
that
to
you
were
fully aware
goods.
have
Yet
purchase.
you
to
don't
We
to
want
for
Treasurer,
our
will
it is
take
instantly
steps
surprise and amazement.
Yours
truly.
considerable
be
tremely
ex-
that
straightforward recital of the
ments
puts the responsibilityfor future develop-
letter,giving
a
the
from
the
facts of the case,
cause
heard
requests
to
three
than
You
expect
forced
must
we
answer,
more
now
voluntarily incurred
You
will
have
would
we
$145.20,
an
our
can
there
bring
not
Treasurer.
energetic and inventive
allowed
have
understand
not
why you
your
attention.
without
Manifestly,
drag along
this
not
reason
account,
why you should
pay
to
account
or
of
account
your
does
a
the debtor's
shoulders.
And
great "surpriseand
cause
wonder
to
the mention
amazement"
it is quite the
whether
will
best
procrastinate in remitting.
When
take
the element
of injecting fear into
we
up
collection letters,the account
must
necessarily have progressed
is
collection through the courts
to the point where
of such a letter,however
a near
possibility.The purpose
and this is an important consideration
is to bring the money
in, not merely to pave the way for the suit.
thing
further
to
"
"
And
to,
nor
remember
even
that
a
attorney should
suggested in the
possibilityhas been
Such
the
not
letters,until
be* resorted
every
other
exhausted.
letter should
be
terse
and
conclusive.
There
120
BUSINESS
should
be
reader
may
letters:
air of
an
how
to
write
finalityabout
realize the
the
letter
and
earnestness
them
that
so
seriousness
the
of his
position.
The
following is a good specimen of a collection letter
that appeals to the customer's
of fear:
sense
Gentlemen:
You
have
informing
compelled
of April
dislike
We
attend
to
Of
15, amounting
take
to
to
harmful
court, the
with
court
before
account
to
us
time
of
such
failure
your
alternative.
no
will
you
advantage
the
suit
a
sincere
attorneys
our
your
count
ac-
lose
in
credit,
your
'
friendly and
our
step, but
gives
the
payment
costs, that
Follow
of
step
settle your
to
publicity, the lowering of
inevitable
the
unpleasant
$145.20.
to
forcible
this
appreciate
you
the
neglect
indebtedness
your
course,
and
of your
attorneys
our
take
to
us
are
will
cause
you.
advice
to
settle
called
in.
It
avoid
to
together
account,
such
any
your
is distinctly
like
unbusiness-
affair.
We
shall expect
by the
account
to
it reaches
You
in ample
us
Yours
A
and
letter such
definitely,
yet
be
can
as
of your
it to
owe
self
your-
time.
truly,
very
this presents the
case
to the debtor
in such
that
a
without
sent
full amount
of this month.
15th
that
see
for the
check
your
a
manner
humiliation
any
fully
direct remittance
part of the
the
on
customer.
function
The
the
reader
that
notice
Failure
the
on
letter
the
this should
final endeavor
a
a
be
is to
account
the part of the
This
as
to
debtor
be met
with
be
offer
to
direct settlement.
of this letter is not
purpose
specifieddate should
attorneys.
merely
placed with
to
your
collect the account.
to
make
prompt
step being taken, the
remittance
action
debtor
on
by the
must,
of
legal representatives.
All the principlesmentioned, while applying specifically
other
the manufacturer
concern
or
catering to a wide
course,
to
the
that
it is
attorneys;
a
possible opening for
every
Remember
serve
of such
deal
in the
future
with
your
122
BUSINESS
LETTERS:
HOW
expectingtimely payments,
TO
which
WRITE
aids
THEM
"
materially in making
collections.
Installment
accounts, whether
by a mail-order
Here, instant and
by a retailer or
house, present peculiaritiesall their own.
becomes
payment
handled
drastic
action
overdue.
be
must
The
reason
taken
as
soon
makes
customer
a
as
purchase on the installment plan is to avail himself of the
These
"easy payments."
a
rule, of an
payments
are, as
amount
the customer
can
comfortably pay at the specified
a
intervals.
Inasmuch
does
terms
because
so
as
a
he
can
time, it is very
impressive enough
at
made
of
the
is
no
half of the
than
transaction
understands
than
more
pay
the
installment
ment
install-
one
first letter be
is collected.
and
amount,
payment
the
There
customer
is
due.
expected when
installment buyers, following
following letter is sent to
the mailing of regular notices of payments
The
Dear
such
on
inspire prompt action.
fight is won, if in the early stages
overdue
each
that
buys
to
every
accumulated
not
essential that
a
More
who
customer
due:
Sir:
have
We
not
received
for the payment
that
wondering what
not
delay your
the
but
in
the
puzzled.
^void
When
terms
frank
were
matured
trouble
to
response
may
on
Of
without
a
notices
recent
contract, and
your
be.
our
course,
would
you
good
very
are
reason,
are
naturally
explanation we
will
less
doubtof
position
explanation
your
of
any
misunderstanding.
a
we
has
payments
absence
A
any
contract,
accepted your
entirely satisfactory to
with
we
assumed
you
and
that
that
its
you
of meeting
the
expectation
will surely
maturity. You
promptly
payment
that this is a reasonable
assumption and that it is
agree
for us
to expect
an
explanation when
equally reasonable
entered
into
the
agreement
each
anything
at
occurs
to
prevent
your
paying
on
this
basis.
only fair to yourself to inform us and leave no room
for any
question concerning your good faith. We are not
and
human;
are
conclusions, but we
hasty to draw
you
leave too much
to our
should
not
imagination.
It is
COLLECTION
THE
It is not
should
this
easier
for you
handle
the
cover
It would
installment
at
and
if you
in
the account
by
us
fulfill your
necessary.
mutual
our
these payments
to
get you
can
at
overdue
our
mail
send
or
In such
be
can
followed
modes
hard
any
Smith
"
In
skill with
discount
Omaha,
the
to
special sales
a
moving
are
you
of 20%
on
catalogue.
furniture
have
them
must,
to
a
of the collection
tone
fast,arbitrary rules that
which
in collections
success
principles and
known
adapted
are
particular
to the
14
Nebraska,
fact that
the
paragraph
into
new
owe
is
account
and
you
10%
to
fact
that
cause
be-
offering a special
are
on
the
them
days past
twenty
now
all chairs
are
especiallyattractive
constantly advancing in price.
received
" Wood
no
reply from Smith
weeks
two
asking for a remittance.
ago,
These
Write
$128.35.
call attention
quarters,
all office desks
you
values
listed
for the
in
reason
is
to
the
letter you
Write
them
a
letter.
Write
fact that
letters.
when
all circumstances.
and
of procedure
Wood,
callingattention
wrote
and
and
Exercise
second
be
for attention.
up
You
conditions
lines of endeavor,
the
upon
no
under
in all other
standard
that
efforts must
difficulties multiply
collection
for
once,
There
depends
your
yours,
strenuous
cases,
pile up.
instance, individual
be
due.
for
payments
letter.
case
check
a
installment.
in every
great extent, control the substance
As
these
have
to
as
But
can
according to
regular routine.
promptly.
return
overdue
collections.
taken
to
this, while lengthy and quite stern in
ment
be used to splendid advantage in handling install-
letter such
tone,
much
than
pay
Very truly
A
ment;
agree-
be
time
a
advantage
regularly and
write
Kindly
to
to
made
payments
to
one
pay
about
you
accumulate;
to
agreement, we can
It is, therefore,
$10
annoy
be
not
to
several
allow
to
insisting letters
write
to
or
desire
our
123
LETTER
Smith
you
You
"
Wood
to the
calling their attention
received
have
of your
two
no
previous
acknowledgment
understand
refertheir
of
not
can
this,as the character
a
third
letter
124
BUSINESS
such
were
ences
letters:
lead
to
as
Bank
Not
draft
a
do
you
account
to
over
and
direct
Howard
send
Write
W.
a
that
states
are
poor,
Write
reply from
explaining
that
in this instance
Dublin,
at
He
knives;
gives
not
they
willing
are
who
the
turn
diately
steps imme-
advantage
to
They
thirty days.
tension.
granting the exaccount.
the National
asks
other
letter from
on
them
for one-half
consequently
half
trade
Mr.
Grocery
usually
is
extend
do
to
opening
Va., orders
Grocery
to
the
accept
amount
thirty days.
has
He
fallen off and
Jennings
the
to
tional
Na-
from
Co.
the
term
to
Mr.
Jennings,
of payment,
but
it.
Exercise
a
retail hardware
and
the
implement
Barker-Jennings
Co.,
following: 2 doz. baker P. knives; 1 doz.
4 do^. baker
3 doz. clipper mowing
blades.
razors;
whom
from
order
if
balance
and
owes
of the
National
the
reference
as
Co., by
the
that
Hardware
Virginia, the
Lynchburg,
barlow
the
six percent
at
they do
J. Andrews,
B.
extend
account,
on
Miscellaneous
store
$165.25
you
to
$180
the
them
Co.
Grocery
a
owe
of payment
slow.
are
take
it is to their
Iowa, who
and
Wood,
Write
will
you
to
tional
Na-
suit.
you
interest
"
informing them
receipt of the check
Iowa,
time
the
crops
collections
Write
ask
and
(give date),
a
avoid
unpaid.
instructions
thus
a
tance
remit-
First
letter to Smith
returned
their
meet
receive
not
through the
third
Explain why
Jennings, Sumner,
extend
to
by
with
them
they would
do
them
collection.
acknowledging
H.
that
returned
was
attorneys
Waterloo,
Company,
with
his 60-day note
and
was
write
if you
on
your
remittance
for $75, and
them
Mr.
to
Sons, Altoona, Pa.,
"
check
a
that
which
draft
your
enforce
to
remit
the
receive
not
them,
on
that
mentioning
city.
a reply
received
having
drew
you
of their
them
will draw
you
to
believe
to
you
Tell
obligations promptly.
by (give date),
how
B.
0.
M.
Jordan,
he
was
J.
Andrews
employed
to
Manager
for
the
a
of the
number
Barker-
Pulaski
of years.
Jennings
ware
HardWrite
Hardware
Company.
to
Jennings Hardware
Company
the
to give you
to
O. M. Jordan, requesting him
an
as
rity,
integopinion
business
ability and financial standing of Mr. Andrews.
Write
the reply from
Mr. Jordan
to the Barker-Jennings Hardware
for
six years
Give
Co.
Mr.
Andrews
was
employed
by Mr. Jordan.
Write
a
the
favorable
letter from
report
of
the
Mr.
Barker-
Andrews.
letter
the
Write
glad
are
to
Tell
of him.
him
WANTED.
and
and
the
of the
graduate
Write
letter
a
the
to
by
ordered.
as
express
of
Must
they
favorably
very
knowledge
to
that
State
spoken
shipped
ing.
bookkeep-
be
accurate
for
resort
has
you
paid
it
calling
due.
remitting.
and
attention.
that
plain
is received
is the
bill amounting
a
statements
no
tion
atten-
This
in
you
them
sent
remittance
a
Ohio,
owe
instructor
attending.
are
prompt
City, Mo.,
Make
of the
is past
been
they have
which
Lima,
Son,
repeatedly
unless
courts
school
heretofore
Co., Kansas
to
name
rience:
Expeence:
Refer-
know).
you
and
of $114.16
account
have
You
the
"
requesting payment.
the
to
"
payment,
final letter
of
graduate
attending).
are
firm
some
school
High
you
mentioned,
Williams
company
$96.48.
to
of
name
firm
their
Willis
Harrington,
(give
J. B.
that
The
Training:
of school
Department
to
fact
first letter.
quests
re-
Prepare
will have
you
before
the
to
25th
of
month.
A
orders
customer
catalogue;
links. No.
Write
1
the
letter
a
two,
The
Christmas
they
Co.
9710;
3
ivory
R.
fans. No.
with
the
I., 1915
cuflf
pair gold
1
22884;
engraved
He
24382.
initials
be
he
the
is
the
and
this
"L.
the
goods.
are
not
the
subject
catalogue.
Remember
fairness
your
of
and
B."
position.
or
the
and
when
delay
of
intended
that
cuff
for
26,
returned
Baird-North
it is satisfactory
links, which
exchange,
customer
a
work.
customer
of the
Wilson,
December
on
the
return
that
with
were
Explain
exception
to
a
informing
customer
Co.
Baird-North
goods, with
Co.
B.
how
be
is behind
purpose,
the
will
delivered
were
from
returning
the
return
to
letter
reply from
they
as
for
Tell
there
Baird-North
J.
to
order.
that
Departme'^t
the
but
used
addressed
Co.,
Explain
from
2 of the
as
shipped.
ordered
engraved,
page
No.
receipt of the
Engraving
not
the
to
pen,
Baird-North
the
Write
Write
be
presents,
could
that
links
from
be
as
goods
them.
cuff
acknowledging
will
goods
or
pins,
No.
Co., Providence,
order.
Flint, Mich.,
day
fountain
scarf
the
that
Write
the
2
Baird-North
from
waterman
8825;
requests
on
has
thorough
name
of the
Brown,
Bookkeeping
the
the
(give
with
years
J. M.
were
order.
salary expected.
and
advertisement.
above
Two
a
man
Company
rapid.
Answer
in
been
with
experience
age,
Jordan
Mr.
as
goods have
the
Young
"
State
receipt of the
account,
an
open
Hardware
Barker-Jennings
the
acknowledging
J. Andrews,
B.
from
125
EXERCISE
MISCELLANEOUS
as
is to
stated
be
isfied
sat-