1. careers
2. resume writing and advice

HOW
TO
WRITE
LETTERS
THAT
HOW
WIN
BUSINESS
BUILD
TO
COMMAND
THAT
BRING
PERSONAL
LETTERS
ATTENTION,
ORDERS"
A
ACTUAL
247
VITAL
RESULTS,
GATHERED
1,200 ACTUAL
W.
FOR
POINTS
LETTERS
A.
SHAW
THAT
RESULTS
BRING
OUT
LETTERS
COMPANY,
43-44, Shoe
LONDON
Lane,
E.G.
LTD.
SIRE,
DETHE
LING
HAND-
AND
LETTERS
MAKING
OF
PUT
LETTER"
BROUGHT
HAVE
TO
COMPLAINTS
INQUIRIES,
LECTIONS"
HOW
INTO
TOUCH
STIR
COL-
3RLF
YRL
CONTENTS
I
PART
YOU
WHAT
YOUR
MAKE
CAN
LETTERS
DO
Bead the Rules
PAGB
CHAPTER
I.
THE
PART
THE
II.
THE
TONE
OF
III. THE
IV.
A
OF
BUSINESS
A
MUST Do
LETTER
The
V.
How
TO
START
VI.
How
TO
AROUSE
VII.
How
TO
HOLD
VIII.
How
TO
CREATE
A
6
11
LETTER
15
CONTENTS
AND
22
II
THE
OF
BUSINESS
ITS ELEMENTS
"
PAST
ELEMENTS
IN
LETTER
BUSINESS
A
MAKE-UP
WHAT
PLAYS
LETTER
BUSINESS
LETTER
SingleAim
LETTER
ATTENTION
"
30
INTEREST
INTEREST
DESIRE
38
EXPLANATION
"
ARGUMENT
"
44
AND
PROOF
50
IX.
PERSUASION
68
X.
INDUCEMENT
66
XI.
SUMMARY
CLIMAX
AND
"
PART
HOW
TO
MAKE
A
The
XII.
NEWS
CLINCHER
PERSONALITY
XIV.
"
You
73
III
LETTER
Man-to- Man
A
PERSONAL
MESSAGE
Message
VALUE
XIII.
THE
THE
84
92
"
ELEMENT
.101
200057O
CONTENTS
PART
COLLECTION,
IV
Sell
ROUTINE
AND
COMPLAINT,
LETTERS
Satisfaction
PAGE
CHAPTER
XV.
XVL
ACCOUNTS
COLLECTING
How
LETTERS
ROUTINE
XVIL
DEVELOPING
XVIIL
EXHIBIT
A
AND
121
"PARAGRAPH"
THE
SYSTEM
131
..
LETTEB
FOLLOW-UP
SERIES
139
REPRODUCED
LETTERS
ACTUAL
OF
110
COMPLAINTS
ANSWER
TO
LETTER
BY
PAGE
FIGURE
.
of bad
L
An
example
II.
An
example of
ILL
An
average
IV.
The
margins and type arrangement
margins and type arrangement
correct
V.
A
good letter,showing how
VI.
A
letter that
VII.
A
letter
VIII.
IX.
holds
and
further
an
and
replyto
inquiry, showing how
cleverlyembodying
follow-up that
XII.
A
follow-up showing typicalfaults
XVL
XVIL
same,
The
A
XIX
The
A
same
be
may
69
71
76
corrected
propositionput in real
"
you
XVHL
and
rewritten
sales letter in which
"
interest
from
77
mutual
ground to
79
letter,lackingpersonalityand specific
appeal.
same
63
inquiry
brought results
good letter,leading the reader
the buying point
A poor
an
65
inducement
A
XV.
proof
65
XI.
A
33
won
stimulated
letter
XIV.
be
41
A
The
26
interest
X.
XIII.
man-to-man
96
...
97
talk
the seller's interest crowds
out
the
104
element
letter rewritten
good commercial
19
27
may
correctlyusing argument
reply to
.
corrected
attention
A poor letter,showing too brief
A
.
typicalfaults
sales letter,showing
letter rewritten
same
18
from
the
buyer'sviewpoint.
collection letter
.
105
.
.
113
I
Part
CAN
YOU
WHAT
MAKE
LETTERS
YOUR
Read
\WO
the
kinds
of
DO
Rules
letters
cross
every
desk.
One"
the
way
other
The
the
draws
the
A
eye
the
Make
them
each
You
stand
;
creation.
letters
out
reader's
the
routine
mind's
a
drawing,
bridge.
do
principles,read
into
"
convinces.
of careless
conscious
your
can
goes
appeal
strong letter springs from
model, like the architect's
builder's
"
basket.
grips, sways,
product
of
formality
logical,human
eye,
other
and
waste-paper
"
is the
Ore
ink
paper,
of the
work.
"
make
morning
it "if
the
you
magnetic
them
"
make
dominate
post.
will master
rules, put
the
yourself
the Letter
Part
The
WHAT
is the
important
most
of your
Plays in Business
business
What
?
keeping you
possible? Run
every-day work
indispensable.
You
The
you
cannot
hung
desk is the
your
and you are back
put you in touch
morning
picture of what
as
your
medium
with
that
the other
elements
make
business
your
mind
the essentials in your
over
your
and lay your fingerupon
the one
most
miss
first claim
have
in touch
individuals'
and
-"concerns
in the transaction
plays the
goods, collectingyour
greatest part in sellingyour
accounts,
factor
on
up
"
It's the
it.
each
attention
your
your
business
hat
and
drawn
morning's post.
again
with
in the whirl
the
newspaper
the world
You
letter.
morning
your
run
after
chair
through
of business.
to
it
It has
of your own
affairs,just
has laid before you a mental
did yesterday.
run
dispose of each of
those
and policyof your business
dictate.
of your
Through the medium
repliesand your
letters to others you buy and sell,you give directions,
own
counsel and advice, you cover
a thousand
subjects
Now
you take your turn
letters as the purposes
and
you
LETTERS
PART
THE
you direct a business
all through the medium
policyover
has been
business
to
has
that
growth
contributed
business letter. Letters
"
desk.
And
letter.
the last eration
genthan any other
development in
one
it has
7
own
your
of the business
"
IFTHERE
PLAY
more
development of the
rightletters are no longerthe
been
the
"
of solicitation and
stereotyped paper mediums
breathingpersonalities,
acknowledgment. They are living,
with all the capabilities
and characteristics of the
mere
behind
men
fortyyears
Some
the
them.
that
idea
human
business
and
as
into
a
letter,after all,was
that it
possibleto
was
could
interest
business letter,as well
a
somewhere, conceived
ago someone,
be
woven
into
a
personalmessage ; that
but a personalmessage
talk to
a
man
a
thousand
words that you would use if he
in the same
miles away
sat beside your desk.
tance
That discovery,
developed,has of itself dissolved disof business men
placedthe inter-relationship
a basis of courtesy and
intimacythat nothing else
upon
could have accomplished. And, what is more
tant,
imporit has made
mous
possiblethe transaction of an enorbulk of business at an
fraction of
insignificant
what personalhandling of it would
have cost.
Three
million pounds in sales made
by one house last year
entirely
by post that is a specific
example of results.
and
"
THE
letter is a universal
is the
that
transaction
"
of business.
of every
business, and
It is an
phase of a business.
servant
department and
business
implement
two
and
men
are
whenever
requiredfor
men
It
of every
axiom
of
business
any
communicate
with
POSSIBILITIES
8
OF
THE
other in business, the letter is the first and
each
Analyse the departments and
business, and
opportunity
Too
see
where
many
"
you have not overlooked
letters could
have
been
where
business
think
men
simply consists
As
mail.
now
you
activities of your own
letters and then
use
find whether
and
on
a
letter
can
in
that
of business
uses
business
some
used.
spondence
corre-
answering the morning's
of fact,that is the
matter
of the
insignificant
JL
most
medium.
common
go
LETTER
least and
most
letters.
in the first placein all the
be used
activities of
it to
use
selling
your goods. You can
the letter is in
sellgoods directly
to buyers; used rightly,
than a personalreprerespects a better medium
many
sentative
certainlyit has all the advantages in cost.
A sales letter entails no heavy travelling
hotel
expenses,
bills,and entertainment
charges; a penny
stamp
Nor does it cool its
carries it to the lengthof the land.
"
heels in the outer
to reach
conjure methods
the courtesy of the post laysit upon
office and
the chief within ;
when repeatedperhis desk. It follows up persistently
sonal
that
calls would be impossible.It is a salesman
says
no
more
and
desires.
no
less than
It makes
no
the merchant
false
or
facturer
manu-
no
representations,
It is the
promises that cannot be honoured.
perfectservant of the user.
If you sell your goods entirely
through salesmen to
the trade, there never
was
a sales force so good that it
business with the help of letters from
could not get more
verbal
the house.
order
to
for your
You
can
send
bring him into
goods. You can
dealers in order to
arouse
letters to the
the retailer's
write
consumer
shop
letters to
their interest in
in
enquire
your present
to
pushing your
PART
THE
goods,and to
your goods.
new
You
PLAY
LETTERS
9
retailers in order to get them to carry
letters to keep in touch with
can
use
keep them informed of your trade
lers
selling
arguments ; and the travelbe trained to keep in touch with the
districts between
calls by means
of
to
your travellers,
conditions and new
themselves
dealers
in
can
their
letters.
If you are a manufacturer
to the trade,
or wholesaler
the letter will find customers, both
and
consumers
dealers,for you in
remote
profitably
go. If you
to keep your customers
etc. For
are
where
towns
travellers cannot
retailer,
you
a
informed
the letter is not
can
use
letters
lines,bargains,
direct salesman, but it is
of
new
only a
also a supporterof personalmethods
of selling.
In fact, your
correspondencemay be serving the
the
simplestneeds of routine
acknowledgment of
orders,the notification of goods dispatched yet a letter
"
"
never
tialities
goes out of your office that does not have potenof business getting. If you
stop with the
acknowledgment of the notification,you
opportunity.Go beyond and talk to the man.
over
your letter throughhis eyes, shift yourself
attitude,consider
letter. Do
that
a
what
you
would
few times, and
you
do
if you
will soon
miss
an
Look
at
into his
got
be
that
dering
won-
why you didn't rub the machine finish off your
attitude
correspondencelong ago, take the man-to-man
and talk business through the post. There's a placefor
real letters in every business.
The business letter is the biggestopportunityfor
pansion
ex-
that you have to-day. Employed intelligently,
it will find you customers, it will sell your goods,or help
your
salesmen
sell them, will make
your
known
wherever
But
the post penetrates.
the business-winning
letter must
name
be the
product
POSSIBILITIES
10
of the most
OF
THE
LETTER
analyticthought. If it is to
be created with all the
serve
as
that you
before you would
it must
care
man,
sales-
a
would
traininga salesman
permit
him to sell your goods. If your argument is to convince,
be planned logically
is to
it must
description
; if your
it must
be clear ; if your appeal
painta mental picture,
be a real appealwith
it must
for action is to get results,
know
real inducement.
You
must
your readers' point
exercise in
and
of contact
OELLING
aim
is
your
only
letters there.
of
departments in
many
business where letters play their part. If you sell
in securingcredit
credit,then the letter is a necessity
^
on
information
one
concerningnew
customers
;
and
when
you
it is the effective collection
to collect your account
letter that bringsin the money
inexpensively.
come
No
firm
and
Nowhere
more
do
can
having
are
business
some
tactful and
than
necessary
in
without
takes
mismaking some
complaints from customers.
carefullyconstructed letters
making adjustments and in
handlingcomplaints.
to your office concerningpricesand
Inquiriescome
goods ; orders are received,remittances are sent to you,
In every case
etc.
an
acknowledgment is necessary ;
and there are ways
that means
of making this
a letter,
letter and the penny
stamp that carries it bring back
manifold returns.
Likewise when you are the buyer and
enquirer,the remitter or complainer,again letters are
requiredthat shall not be weak and ineffective but 100
there are new
employes to be
per cent, efficient. Then
engaged whose references are to be investigated.In
a
dozen
other
quarters do
through letters.
you
carry
on
your
affairs
CHAPTER
of
Tone
The
has
IF there that
has
growth,
business
business
been
letter.
II
Business
a
development
one
contributed
it has
Letters
"
in the
than
more
the
been
Letter
last tion
generaany other to
development
rightletters
are
"
no
of the
longer
of solicitation and
stereotyped paper mediums
They are living,breathingpersonalities,
acknowledgment.
and characteristics
of the
with all the capabilities
the
men
mere
behind
them.
letter is
Getting this personal tone in a business
of showing a personal interest in the
largelya matter
If you
his affairs.
and
customer
are
writing a sales
letter,emphasize the benefit he will derive from owning
the article you
are
offering. If it is a collection letter,
make
him
difficulties
deserves
of his
fair,and considerate
you are
that
he has
shown
he
until, of course,
feel that
no
"
consideration.
In
plaint,not only adjust the
in full,and
desire to satisfyhim
you reallyvalue his patronage.
of
an
order, put
a
letter
answering acornbut show
difficulty,
your
a
him
make
If it is
little warmth
an
realise that
ment
acknowledg-
into your
thanks.
POSSIBILITIES
12
In the
OF
simplerforms
LETTER
such
of letters,
the acknowledgment
as
orders,it is not difficult to show
of
interest,for there
a
THE
few cordial words
it is
only a
here and
of
matter
this personal
dropping
there in the letter. In the
complex forms, however, such as the sales letter,
gettingthe righttone will requirea specialeffort.
In the first placeyou must
learn to look upon each
more
of your
customers
being
of
one
"
individual,not
an
thousand
a
same
matter.
as
way
every time he
He makes
no
attempt to
WE
He
his letters formal
not
are
"
and
arguinghere
must
know
adapt
the
of the
thingin
a
certain
his letters to
in the mass,
men
sees
thus he cannot
individuals,and seeingthem
making
have
says the same
writes about
the different classes of readers.
not
abstract
an
latter is the attitude
correspondent.He
old-school
as
all of whom
men
characteristics. The
same
the
as
help
impersonal.
that you
all your
"
the correspondent
customers
for that is obviouslyimpossible
in
a
personally,
largebusiness
cern.
con-
If it were
for you to do this,and then if
possible
would dictate a personalletter to each customer,
you
would
have
the ideal conditions for carryingon
you
business
correspondence. But since this ideal is
unattainable, you
must
are
create
a
must
find
a
typicalindividual
substitute
to whom
for it
"
your
you
letters
to be written.
The
firststep in this process of creation is to recognise
the fact that men
fall into certain broad classes each of
which
has certain
generalcharacteristics. Then group
accordingto these classes. There are
your customers
various available means
for determiningto which one
belongs. His trade or profession,
any given customer
and the section of country in which he lives will give
TONE
OF
idea.
Then
BUSINESS
THE
LETTER
13
judge from his letters,or
you may
salesmen
may get information from your travelling
know
him, or you may form an estimate from a
some
you
who
study
of his former
information
is not
This
your house.
difficult to secure,
and the added
dealingswith
effectiveness of your letters will more
than repay
for the extra trouble involved in gatheringit.
you
in a certain class,
Now, having placed the customer
try to visualise a typicalrepresentative an average
of that class. Most
man
publicspeakerssingleout
some
person, or perhaps two or three persons, in that
audience, and gauge the effect of their speechon the
audience by the effect on them.
An editor often has in
his mind one
and conhe knows
reader whom
siders
particular
One publication
he writes.
typicaland at whom
such a reader as a critic,
and the attitude of the
uses
other subscribers toward
the magazine is judged by his
attitude. Likewise, a well-known
house-keeping
magazine
is tested out on
who is, of course,
one
woman,
of the part she playsin shapingthe policyof
unaware
the paper.
These people are selected as typicalof the
class for whom
the speech or the magazine is intended.
So the business-letter writer who would get the personal
tone in his correspondencepicks out a typical
It is usually
of each class of customers.
representative
whom
he knows
some
one
personally; and as he writes,
"
"
he has this man's
by
the
face before him
imagined effect
selected
HAVING
ifhe
to him
upon
your
his
and
tests
his letter
representative.
"average"
man,
now
talk
face to face with
you in your
office. Imagine him there,and then try to talk to him
in the meaninglessjargon of the old-stylebusiness
as
letter.
Try
were
the old formulas,
"
I
beg
to
advise,"
"
In
14
POSSIBILITIES
replyto
your valued favour," and a hundred
Can you imagine yourself
talkingto
them.
blood
OF
THE
LETTER
others like
a
flesh and
language? Then don't use
it in your letters. You cannot
express personalinterest
in such
stereotyped,impersonal language. Write
naturally. Use words that mean
something definite.
man
Strive for
In
in such
an
easy
ridiculous
conversational
tone.
the
and
beginning of the letter avoid worn-out
such as,
In reply to your
meaninglessexpressions,
esteemed
favour
of 12th inst. we
beg to advise," or
Your valued letter of 15th ult. is at hand and in reply
would say." These strike the wrong note at the start;
we
they can't convey any feelingof personalinterest. If
of a letter,do it
to acknowledge the receipt
you want
The cataloguefor which you wrote
on
naturally; as,
the 10th is being sent to you to-day,"or
We
were
sorry to learn from your letter of 7th that the goods
were
they reached you." Do not
damaged when
him.
"advise"
a
or
Begging
beg to inform
man,
honourable
business
attitude among
is not a dignified
Avoid all such conventional
men.
phrases.
"
*'
"
"
"
"
the old-fashioned,complimentary close,
LIKEWISE,
beg remain,"
"Hoping hear from you
to
"
soon,
we
to
arrangement will be satisfactory
to you,
we
are," is hopelesslystilted and impersonal.
Many letters one might almost say the majority do
not need a complimentary close. Finish what you have
If you think someto say, and then sign your name.
thing
a
is needed, make
more
carry
your statement
shall await
We
of personalinterest.
your
message
that
confident
We
are
reply with interest,"or
you
will have no further trouble with this order," are very
or
Trustingthat
this
"
"
"
"
different in tone
from
the stock
cited
expressions
above.
III
CHAPTER
The
Make-up
THE
first estimate
of
a
business
correspondentis
A
of his letter.
business
Business
a
based
who
man
makes
man
Letter
of
an
known
un-
the appearance
is familiar with the
on
form of a letter is quick to notice
ordinaryconventional
the accepted standards.
His first
any departure from
of unusual
impulse upon
receivinga communication
shape or arrangement is to criticise. It breaks away
from
the routine
his notice
it attracts
of
; it
clothes
or
service,
or
and
that
a
any
obtrudes
in the
house
other
itself upon
his attention
;
peculiarsuit
of odd
design,a unique table
object of every-day familiarity
same
way
as
a
forms.
departs from the accustomed
It is undoubtedly true
that on
the
occasions
rare
effects of such changes are pleasing. But it is also true
that the generallyobserved
of business
forms, especially
been
letters, have
accepted for certain well-defined
after practical
reasons
experimenting. He who adopts
standards
should
do so cautiouslyand for cause
new
;
use
otherwise
he may
expect the
same
criticism that falls to
adopts the unusual in dress or manner.
For practical
the size of a sheet of business
purposes,
stationeryshould be approximately 8 by 11 inches ; even
though it vary an inch or two, in either dimension, it
him
who
OF
POSSIBILITIES
16
should
observe
THE
LETTER
proportions.This size has
been established by no
singleauthorityor group of
and a correspondent
authorities,
may vary it as he will ;
a man
wrote a message
an
once
on
stamped
oyster shell,
of time, delivered
hi the course
it,and the postalauthorities,
it to the addressee. But the standard
envelope
is 3| by 6| inches in size,and a sheet about 8 by 11
inches folds into it very convenientlyand is handled
more
quicklyand safelyby the post office than smaller
envelopesthat may get lost in sorting; the miscarriage
of small, odd-shaped envelopesused for sending out
has caused
more
personalcards and announcements
than one social faux pas.
is convenient
Furthermore, a sheet of these proportions
about
these
to handle
and
to file. And
observe
the
safe and
as
sane
business
usage,
houses
generally
envelopesand
preferredto the
For legaldocuments,
school of originality.
oyster-shell
manuscriptsand other largersheets,largerenvelopes,
also of standard
size,are provided.
sheets
size and
of standard
business
letter should
EVERY
stationery with
"
be written
sent
out
on
be written
on
letterhead.
business
a
side of the sheet
only,and
business
It should
should
be
an
A copy
leaves the office. Either
the time
are
and address of
envelopewith the name
printedon the flapof the envelope.
that
should be kept of every communication
hi
the sender
one
form
a
carbon
the letter is written
copy
may
be made
(sixgood copiesmay
at
be
the average
typewriting
simultaneously on
machine, althoughonly one is usuallyrequired)or a
from the sheet after it
letter-press
copy should be made
is signed.Both forms have been acceptedby the courts
In the average office,
as legal
copiesof correspondence.
made
18
POSSIBILITIES
OF
LETTER
THE
LETTER
HEAD
OATE
"NAME:
AND
JTT:
VJTLE
I]
in the arrangement of a business
errors
This form illustratescommon
letterhead
too near
top of sheet;ragged
letter: margin at left too small;
and address
margin at right;date line extendingbeyond margin; name
graphs
of addressee do not balance with date line;salutation too high;paraof
bottom
at
page.
crowding
not clearly
indicated;
OF
MAKE-UP
NAWIE
LETTERS
19
'AND
ADDRESS
BODY
OF
LETTER
m
CO
i'AP I iMi i"ft T ARV
business letter,
showing the approved
type balance: margins at top and sides uniform;paragraphsin
the body may
be indicated by indentations of firstlines or by double or
triplespacingsbetween paragraphs. For convenience as well as econoicy"
business letters now
have usuallyonly single
spacingsbetween lines."
A
good arrangement
of
a
one-page
^
POSSIBILITIES
20
equipped.
not
so
and
the
the effect.
a
The
uniform
more
The
OP
more
THE
even
it is to the
margin should
LETTER
the
rightmargin is
left margin, the better
be about
one
or
one
and
half inch in width.
margin at the bottom
preferablygreater than the
The
should not be smaller and
margins. Should it be
smaller,the page will at once appear cramped for space,
into
the readingmatter will be reallyrunning over
as
blunder that is as noticethe margin a typographical
able
on
typewritten as on printedpages.
the paraThe spacing between
the lines and between
graphs
side
"
of
the tastes
letter may
to suit
vary somewhat
of the individual althoughconsiderations of a
business
a
tend
practicalnature
Both
economy,
most
few
generalprinciples.
of convenience
and
purposes
for instance, a letter should be as compact
in words
and
not take up two
business
space of the
Even when
of
a
of
for
both
possible,
it should
to establish
letters
are
hi mechanical
sheets if one
a
production
"
will
"
line from
letter is short,it is advisable
to
uniformity,
use
Hence
serve.
singlespaced only
typewriterseparates one
as
single
a
another.
for purposes
singlespaces only.
of each paragraph
usuallyindented
THEfromfirstline
each
the machine
five
fifteen points
is
to
business house should
on
"
tation
exactlywhat this indenshall be in order to secure
spondence.
uniformityin its correInstead of indentingthe firstline,some
cerns
condesignatethe paragraphs by merely separating
them by several spacings,
and typewritingthe firstline
flush or squarelyupon
the left margin. The best practice,
these
to embody both of
methods,
however, seems
and the average
business letter usuallyhas its paragraphs
separatedby a spacing two or three times as
establish
MAKE-UP
LETTERS
OF
great as the spacingsbetween
21
the firstline
the lines and
paragraph is usuallyindented.
It is good business to have all the letters issuingfrom
house of similar appearance.
form
one
They should be unitypographically hi spacings,margins, forms of
portant
imsalutation,addressing.And no one item is more
in
in securingthis uniformitythan similarity
In recognition
the colour of the typewriter
ribbon.
of
furnish their typistswith
this fact,most concerns
now
ple
Purribbons that are bought in lots and kept in stock.
ribbons are
perhaps the most popular,not only
of the
"
because
used blend well
ingredients
impressionon the paper.
THE
the chemical
the colour is bold but also because
address
at
on
the
the
and
give a smooth,
envelope,to
top of the
which
letter should
durable
the salutation
correspond
form, should
exactly or in slightlycondensed
and these lines may
have
the lines double-spaced
;
either be flush at the left edge or successively
indented,
towards the right.
slopingdownwards
Any radical departurefrom these forms should be
if the various items of the
made
cautiously,
especially
address are
separatedfrom each other. The address,
like a paragraph,is generally
read as a unit
as
a single,
either
"
distinct idea.
The
closer the address
conforms
to the
velopes
readilyare the engenerallyacceptedforms, the more
handled by the post office and with less danger
of delay or loss.
the stamp there is a
Even
of affixing
in the matter
best position
There
is one
rightand a wrong way.
that is attractive instead of slovenly. And
it is a
two
of energy
waste
to use
even
halfpenny stamps
when
one.
penny
you ought to have used a single
CHAPTER
What
Do"
Letter Must
and
Contents
a
'"INHERE
A
the
place of
would
do, it
a
a
verbal
the
the
follow
must
does
and
follow
just as
It must
one.
it must
salesman
must
sale
written
win
a
steps of
If it is
man
good salesof procedure in
does in making
line
a
audience
an
that
once
exactlyas
he talks face to face with
when
be built,certain
do what
for itself
the sale
which
contain.
salesman
a
it is to sell,and
to whom
man
a
letter must
which
elements
Its Elements
principlesupon
successful business
invariable
making
basic
certain
are
every
to take
IV
is
with
gained it
the salesman
his prospect, leading
gradually,tactfullythrough certain definite
actual signingof the order.
up to the
processes
and
For this reason
sentence
paragraph that
every
him
goes
into
one
being there.
of your
The
letters should
sole aim
of
non-essentials simply detract
It is the
easiest
thing
a
have
letter is to
from
in the
a
for
reason
get action,
and
its directness.
world
to
write
a
letter
rambling from one topic to another without
getting anywhere in particular. But the good letter
and he goes straight
writer has a definite end in mind
to
that
it
over
goes
a
definite route.
CONTENTS
AND
ELEMENTS
23
writinga letter as you would preparingan
thingsyou
important speech. There are a thousand
might say, but only ten are vital. Think of as many as
fine
Conto the few.
to begin with, then sift them
you can
ing
to those pointsand drive them home, knowyourself
Go
about
the effect that each
the end
/CONSIDER
^-^
and
have
its relation to
to reach.
want
you
should
the
now
good
sales-letter. It must
through certain steps. It must be
the principles
of salesmanship. It
logically
upon
ceed
contain
1.
and
probased
must
:
The
opening,which
prompts him
the reader's attention
wins
to go farther into the letter.
which
terest
and explanation,
gain his inDescription
in his mind.
by picturingthe proposition
3.
Argument or proof,which creates desire for the
tages.
article you have to sell by showing its value and advan2.
4.
of
Persuasion, which
thinkingby
his needs
5.
extra
6.
and
The
to order
his need
for
of it
which
now.
gives him
a
or
particular
buying.
climax, which
and
to your
way
showing the adaptationof the article to
Inducement,
reason
the reader
draws
prompts
him
makes
it easy
to act at
for the reader
once.
may be taken, hi fact,not only as the
basis of the successful sales-letter but of every
good
business letter. For a collection letter is only a form of
These
elements
salesmanshipon
settlement
paper
"
of his account.
you
And
are
a
a
sellingyour man
replyto a complaint
OF
POSSIBILITIES
24
is but
another
field of
the whole
Over
are
you
"
LETTER
THE
satisfaction.
selling
your man
correspondencethe same
ciple
prin-
applies.
always appear in
the exact order indicated, nor
always in the same
portion,
probut they are there
they must be there if the
letter is to carry the rightimpressionto the reader's
of perA collection letter may
consist largely
mind.
suasion
with a striking
climax. The replyto a complaint
be principally
letter may
explanation. The sales-letter
follows the outline most closely
naturally
; and as it has
to play by far the largest
spondence
come
part in business correOf
course
these elements
may
not
"
it is the sales-letter and
should be
given chief
these
TAKE
them with
talk.
You
its construction
that
attention.
elements
by one and compare
ing
a good salesman's sellthe
be surprised
to find how closely
and how
simple a matter it is to
up one
cross-sections of
will
follows
parallelism
after all,once
write a good business letter,
you learn that
of talking
it is merely a matter
to your man
on
paper.
First,you must get the attention of the reader. You
do this in a number
of ways
tence
by an opening senmay
his curiosity,
or
paragraph,for instance,that arouses
statement
that hits some
of
or
one
by a striking
his own
terest
or desires. This initialinproblems,difficulties,
the part of the man
addressed
is absolutely
on
"
essential to the
success
of the letter.
No
matter
how
well your case maybe stated in the body of the letter,
or
how
strong your close,your efforts will be lost if the
opening does not start the recipient
reading.
Followingthis attention-winning
opening,the good
letter runs
into the description
and explanation,
directly
POSSIBILITIES
26
fcetr
Common-
We
haT8
teen
building
so,
opening
we
preeume
Te
Stereo-
typed
wish
ex-
pressions
glancing
of
If
Does
not
should
prices
you
actually
Oaet
interest
interested
glad
of
bs
and
Trusting
of
Prompts
no
to
obtain
serve
those
you.
goods,
we
an
opportunity
to
are
confident
they
quote
will
approval.
your
ehare
we
catalogue.
can
you
in
are
mitting
trans-
supplies
and
equipments.
abilities
our
plies.
sup-
we
power
1917
our
this
template
con-
if
of
that
of
entire
find
you
and
need
you
mill
erect
through
idea
some
in
kinds
and
and
te
adriae
all
machinery
Enclosed
3y
will
to
for
furnish
can
that
informed
new
factory,
a
you
Headquarters
ment
argu-
LETTER
Sir:
place
No
THE
OP
your
from
you
you
business
will
let
at
early
and
an
us
have
hoping
we
date,
a
we
may
are
action
Tours
faithfully.
typicalsales letter, filled with stereotypedexpressions
and
absolutelywanting in personalityand real sales talk.
of general solicitation
It follows
and
a
commonplace form
that
it
would give no
the
addressed
to
reader
was
impression
him personally.
It does not proAs a whole the letter is purely commentary.
pose
The
in
offer
or
one
thing.
specific
only positivestatement
the entire letter is that a catalogueis enclosed.
It does not interest
Here
is
the
a
reader
his
arouse
or
He
desire.
has
no
for
reason
answering it.
The
to win
opening sentence lacks the directness necessary
"we "and
There
is too much
not
attention.
enough "you."
"we
and
desire
Such expressionsas "we
notice," "no doubt"
"
a
nd
detract
from
directness.
to inform you
are
superfluous
It is a mistake
the catalogue. He
to
suggest that the reader
should
be
asked
to
go
"
over
"
glance through
it carefully. Instead
"
if he is
opportunity to quote discounts
interested,"the letter should actuallywin his interest by playing
particularfeature of quality,service or price and
up some
showing how the goods will meet his needs.
The close is simply the mildest
suggestion,
inspiresno action
of
and offers
an
soliciting
no
Notice how
The
inducement
the
same
for the reader
matter
opening appeals
is handled
directly to
The
his attention.
by picturingan undesirable
him how to avoid it.
to
second
situation
answer.
in the rewritten
the
reader's
paragraph
he
may
wins
letter
needs,
his
face and
:
pelling
com-
interest
showing
ELEMENTS
AND
Sir.
Dear
will
plant
You
Attention
27
CONTENTS
for
the
new
be
soon
are
you
wanting
supplies
erecting.
won
And
Interest
aroused
obtain
will
there
under-
standing
that
goods
been
probably
in
plant
needs
meet
Beginning
install
to
sure
be
all.
up
You
how
much
you
quicker
put
your
could
you
could
get
where
some-
that
equipment
somo
have
would
needs.
your
is
That
argument
if
ferent
dif-
alterations;
on
shipments
better
shape
complete
a
are
to
dozen
a
for
thinking
and
easier
and
of the
reader's
have
you
from
back
to
go
be
delayed
will
hold
ness
'busi-
trying
a
when
There
sources.
showing
an
is
equipment
parts
some
what
buying
your
by
know
you
supply
for
what
Just
at
you
we
that
complete
equipment
demands
exacting
most
ready
are
hour's
an
notice
will
meet
In
economy
"
day-in-and-day-out
to
a
"
your
of
eration"in
op-
wearing
quality.
And
Argument
with
backed
need,
by proof in
specific
to
because
we
go
it
over
Brand"
tanned
tion
proved
over
on
we
quality
plant
Prospect
given
know
our
Fill
up
price
form
particulars
cost
Note
made
outwear
at
in
you
cannot
afford
for
of
the
our
three
of
supplies
entire
the
enclosed
post
Our
prices
today.
come
will
by ritura
fect
per-
own
oak
it has
the
same
is
just
idea
an
a
Please
ularly
partic"Star
on
quoted
give
complete.
worth
and
something
sign
is
this
you
could
simply
You
sovereign's
you
of
choicest
very
In
actual
tests
And
give
your
suasion
This
the
market.
to
you
that
minimum
a
stock.
to
ability
its
belting
other
any
the
and
at
special
from
--just
Per
it
belting.
factory
Explana-
equipment
carefully.
prices
very
the
pricecited
of
enclosed
is
catalogue
of
equipment.
plant
The
you.
directory
article and
to
do
can
furnish
can
we
item
every
times
price
one
item
the
price
in
ing
furnish-
to
until
buy
a
you
equipment.
cation
specifiand
full
of
post.
Very
Next
argument
comes
he
the trouble and money
Proof follows in
to
arouse
can
save
citinga
truly
yours.
his desire
by showing him
by orderinga complete equipment.
and
In
article.
specific
price
and is offered inducement
in
at once
urged to
service
by return of post. And he
completepricesand particulars
is given something to do at once, bringingthe letter to a strong
ending.
the
close he
"
is
act
POSSIBILITIES
28
how
He
THE
LETTER
inducement.
You
know
specific
the clever salesman
manipulateshis talkingpoints.
extra reason
alwaysholds back tillthe last some
why
do
must
man
OF
should
you
offer
"
a
accept his offer.
plays in
inducement
This
the letter.
is the
And
part
that
it culminates
in
whether
As you hesitate,undecided
not
or
salesman
shoots at you one
last
to order, the shrewd
advantagewhich he has held in reserve.
the climax.
he follows
And, you will also recall,
by placingbefore
signature.He has
to order.
immediately
order form
ready for your
the secret of making it easy
you an
learned
that is what
And
it up
you,
do in your
last inducement
too, must
gettingletter follow up your
and your "Act to-day by givingthe man
somethingto
sign a post card, a coupon, somethingthat is ready to
Make
it so plainto him what he is to do that
return.
there can be no possible
misunderstanding.Say it in so
You do this and we will do that." Try
words
many
to make
your climax so direct,so strong and simplethat
resist the temptation to reply.
the reader cannot
business
"
"
"
"
"
The
New
EVERY
every
is
novel
machine
or
plan,scheme
tool in the hands
a
Letter
of
process,
principle,
to-day's
or
builder.
success
And
new
Sales
the
or
originalthought,the
letter that
abandons
formalities,that
that hews
to the line of
for to-morrow's
tower
day's
yester-
hits
"
graph
para-
straight,
you," is stone
of business.
II
Part
OF
ELEMENTS
THE
LETTER
BUSINESS
Single Aim
The
SOME
in
hit
they
And
getting anywhere
ing,
particular. Aiming at nothmark.
their
letters
some
close.
salutation
to
ink
that
marks
without
talk
men
take
rambling
so
They are
go
plea. He selects
in order, drives
them
vital
always at one
his
his
points,
them
end
many
space.
up
listen to the skilled counsel
But
from
home,
"
the
making
marshals
aiming
verdict.
letter has
a
good business
singledesign. Attention, interest, desire,
essentials
are
route, but they all lead
en
And
to
the
terminal
one
Plan
one
turn
order
letters
your
end
in
desire
"
now.
action.
"
view
to
"
logically,but keep
to
crystallisewants,
decision, get results, the
CHAPTER
How
MOST
of items
He
is
"
just as
Company
I'm
not
That's
they
are
?
"
we'll
A
the
what
your
man's
sales-letter,and
"
be
needing
busy
have
you
to
very
information
he
From
Jones
thusiasm.
en-
and
their
business?
some
pretty
we
"
soon
bought
He's
enough.
favourablyimpressed with
be
what
with
the last lot
with
attitude
to
"
he says,
?
what's
often
does
he
get
stereotyped opening.
pointlessproposal that probably
A
a
even
interest,
"
entirelysatisfied
and Company."
anxious
ready, willing,
A
Even
into hundreds
runs
read
to
with
this ?
What's
who
"
Smith
your
dailypost
anxious
sheet
the
books, eh
from
letters.
your
"
opens
blank
whose
man
Attention
you are to have him.
he can't
he simply can't.
"
and
a
"
Letter"
a
to read
want
men
man
say as
But
Start
to
V
?
does
not
contain
wants.
grovelling,beseeching, spinelesssuperscription.
The
bucket
first acts
of cold
upon
water
his interest
about
the
second
would
:
the
same
as
irritates him
a
;
GETTING
the last
if he
"
the
to
gets that far
ever
with
fillip
ATTENTION
which
he
31
simply adds speed
drops it in the adjacent
"
waste-paper basket.
If your
letters do
bring results,do
not
not
console
yourselfwith the false belief that all sales-letters are
scrappedby the clerk or boy who opens the post. Once
in a hundred
times
possibly. The other ninety and
"
nine failures
due to
are
some
fault with
the letter
or
the
it presents.
argument
understand
NOT,
give
in every
returns
letter will
that
me,
invariablyleave
Your
case,
the
I claim
any
letter will
rightsort of a
rightsort of an impression.
but
the
may not be in the market, he may not
the immediate
investment, he may be
man
feel able to make
engrossedwith matters of such importance as not to be
able to study your proposal. But if the letter is right,
it will do
A bad
What
does not
not
turn
its work.
will kill an
passablesales-letter.
is a bad start ? I should say any opening which
nail attention
with the first phrase,which does
this attention
to vital,personalinterest.
start
otherwise
Attention !
Study that word carefully.There are as many ways
of attracting
attention
colours in the rainbow.
as there are
A few primary rules may
be evolved, but these
are
tions.
subjectto an infinite number of shadingsand variaPersonal
attention
in
taste will determine
different
best to attract
letters ; conditions,
moods
and the exigencies
will govern the
of the moment
exact
colouringand tone of the individual letter. Your
start
should
at his
make
classes
how
of
the reader feel
desk, making
your
talk.
as
if you
yourselfwere
ELEMENTS
32
OF
THE
LETTER
As you hope to do this by all means
the stereotypedopening. You
will
attention
"
:
way
18th I
beg to state." There
honour
involved in
why
man
a
asked
"
of
man's
a
common-place
In replyto
or
is no particular
"
earth
on
informingme and no reason
beg to state
something I have
"
should
him.
from
away
get
never
if you begin in the same
old
/ have the honour to inform you"
of the
yours
steer
"
that he got so sick
letters that he threw them
all into the
A business
"
begging
told
man
me
waste-paper basket.
Why
I write for
? When
you have to say at once
for example, why should a man
catalogue,
say what
not
a
begin his letter
"Answering your
in
reply with
preamble
a
like this
:
favour addressed to our office,
wish to state that under separatecover
we
we
are
posting
and trust you may find
1917 catalogue
you a copy of our
such a lamp as you requireillustrated therein"
The catalogueyou asked
Why not break rightin :
for the other day is being forwardedto you by this post
recent
"
and
we
are
so
that
confident
will
you
justthe kind of a lamp you want that
through it very carefully."What's
I
want
we
on
instinctively
reading the
that catalogue as
sending me
the
other
gets my
made
to
and
attention
feel there is
a
difference
in that
?
they
The
favour.
a
because
interest
lamp
to go
you
first that
feel
are
in it
finddescribed
I
am
cataloguethat
I
want.
After all,the easiest and
to be
natural.
perfectly
with
"Agreeableto
enclose
our
booklet,"he
best way to start
When
a tailor answers
requestof recent
your
not
only fails to
makes
impression,but he actually
that
way
necessary.
simply
But
in
because
doing
he
so
a
he
a
bad
thinks
make
one.
letter is
quiry
my indate we
a
He
good
begins
formalities
flies wide
of
a
are
good
ELEMENTS
34
beginningbecause
it impliesthat he
OF
THE
LETTER
the sentence
is
is not
condescendingto
only stilted,but
do
me
a
favour.
letters consider
writers of success-bringing
SOME
that the problem of gainingattention
solved best
is
of several words, sometimes
by use
or
underlined,as the
"
Dear
"
"
"
This
CLERKS
!
"
:
Sir
to-day."
act
:
I GIVE
YOU
"250
?
"
successful advertising
upon
practice.
catch-line is to an
sales-letter what
a
plan is based
It is to
a
advertisement.
of your
of words
with all the
Used
"
YOUR
OF
TWO
MUST
MAY
!
:
Sir
You
Dear
"
Sir
YOU
FOR
DISCHARGE
Dear
"
:
PROFITS
BIG
Dear
"
"
Sir
displayedin capitals
thus :
first paragraph of the letter,
with
You
proposalinto
and
the most
summarise
the
hurl them
emphasis at
your
at
feature
striking
smallest possiblenumber
buyer
your prospective
command.
discretion,the idea is excellent.
It makes
the reader sit up.
The human
mind
is so constructed
that it requiresa positive
and conscious mental effort to
anythingwhich has aroused curiosity.
The normal operationof the mind is to satisfy
osity,
that curitells him
even
though the reader's cold reason
that he is not likelyto be interested.
An admirable
the letter of a magazine
example of this scheme was
renewals
publisheraddressed to subscribers from whom
of subscriptions
were
beingsolicited. The letter opened
with the singleword
Expired !
turn
aside from
"
"
"
ATTENTION
GETTING
few
Very
of those
received
who
read further to learn who,
is that of
instance
had
collections,and
the
what, had
or
circular
brought the argument
clients opened
that letter failed to
other
An-
expired.
collection agency.
This concern
letters designedto facilitate
a
series of form
a
35
letter
the
to
through
which
of
attention
it
possible
"
"YOU
SIR
!
DO
NOT
PAY
YOUR
BILLS
PROMPTLY,
"
the
Naturally,
man
face did not toss the
The
who
received
such
slap hi the
letter aside without learning
more.
the displayline opening is that it
a
advantage of
virtually
compels the reader to continue into the second
paragraph of your letter. The danger is that you may
arouse
interest which
an
the
of your communication,
proposal,does not justify.
of your
This styleof opening is like the catch-line of
or
the merit
rest
or
the headline
ad writer who
"
a
newspaper
article.
The
"
Slaughtered and then
lists staplegoods at prevailing
pricesmisses fire. The
which
habituallyemploys lurid headlines
newspaper
and six-inch type to set forth the ordinarydoingsof a
dull day has nothingin reserve
when an event
ing
warrantthe
shrieks
of
tisement
adver-
an
headline
scare
Prices
occurs.
and only when
sparingly
The
other
method
is one
use
fail.
means
importance the display-line
NEXT
of rivetingattention, stands the word,
in
to
to
as
a
"
means
You."
as himself
Nothingis so important to a man
; there is no
subjecton which he would rather talk or listen. Some
amounted
to
ever
say this is vanity. It is not. No man
anything who did not consider himself, his methods,
plans,judgment, accomplishments,to be thoroughly
"
OF
ELEMENTS
36
THE
LETTER
This is not smugand worthy of emulation.
practical
ness
attitude of a
or self-complacency.It is the normal
It is,if you
entitled to sit at the manager'sdesk.
man
attitude
the attitude of self-respect.
please,your own
The intelligent
writer of sales-letters will employ the
"
"
word
"
You
the open
with
tact
and
man's
used
A
Before
convictions.
three
views
(inwhich
it is
is the very
be carefully
guardedand sparingly
to every
sesame
attention
why it should
at all times.
for business-getting
sales-letter is designedto lead a
change a man's point of view
reason
Because
discretion.
he must
case
a
terest,
in-
new
alter his past
he reads the letter he holds one
of
either he
:
to
man
or
of your business
be enlightened)
fied
; or he is satisheard
never
present goods or methods ; or he has an
active prejudiceagainstyou.
be respected,
In any case, his opinion must
though
to alter it.
you are writinghi an endeavour
with
TO
his
OPEN
a
letter with,
"
You
realise,
of course,
that
"
is
losingmoney by not buying our
him that
customer
to insult your prospective
by telling
he is deliberately
throwing away money.
"You"
is the second most
important word in the
vocabularyand the second oldest. As an attention-rcomit is without peer, but it is a word with which one
peller
you
not
may
remember
are
take liberties. The
writer
of sales-letters must
that he is generally
addressinga stranger,and
that while a friendly,
attitude is
natural, man-to-man
will be
familiarity
upon
is familiar. It will,without
doubt,
desirable,nothingthat verges
tolerated.
"
You
"
get the reader's attention.
gets the rightsort
Therefore, be
of attention.
When
a
sure
that
certain eminent
it
ATTENTION
GETTING
asked
was
surgeon
part of the human
what
crude
sales-letter is addressed
your
is
Men
intent
a
are
to whom
individual
as
was
Even
attention.
the purse will win
The
to make
money.
appeal to
in business
body
pocketbook."
he replied,"The
sensitive,
most
37
ting
money-get-
on
yourself.These, then, are pointsupon which we
the display
we
can
gain instant attention
may be sure
You
and the appeal to the pocket.
line,the word
It is easy enough to attract attention : the rub conies
as
"
"
to vitalise that attention
you endeavour
undivided
interest.
when
The
first is
within
man
"
Cry
hearingwill turn
uttered
word
trick of words.
a
make
must
loss,for
something of
That,
writer
a
no
man
its
call. But
And
I
believe,is the
most
of
sales-letters
the
He
told
a
letter which
absolute
it was
me
the attention
lost is
a
tage
the failure to take advan-
"
one.
the next
attention
writers stop half way.
They
at school
always able to get a
to hold
every
pausingto hear
not be tricked again.
of the
treacherous pitfall
employment of shrewd
interest will
gain a hearingand
of the opportunitywith
persuade,and finally
carry
many
knew
and
personalappeal or
to
means
"
tricked into
once
"
Stop !
to your
gained is again lost.
double
"
into personal,
will interest,
conviction.
are
like
job but
because
the
a
fellow I
never
"
Too
able
giltwore
off."
You
have
your
man's
attention
that
SUGGEST
reader of your
his attention.
have
are
can
you
letter and
Tell him
his interest.
likelyto
: now
have
for his interest !
help
you
how, and
Prove
it,and
his order.
the
have
you
you
CHAPTER
How
to
Arouse
human
interest
Interest
and
the
writers
newspaper
of successful short fiction is the
magazine
AMONG
acknowledged form
"
VI
"
dealingwith
primitive
passions,the incidents of which are common
experience.
Your
office boy and the director of a great railway are
equally though perhaps differently affected by it. It
deals with
fundamentals.
It ignores non-essentials.
Human
interest it is which
packs the playhouse, which
makes
possiblea halfpenny press, which sells millions of
magazines and journals. Properly handled, it may be
story
"
one
"
"
the
made
basis of nine-tenths
of your
successful
sales-
letters.
Human
define
interest
and
even
more
is
term
; one
vague
difficult to apply to
difficult to
a
a
cold
mercial
com-
proposition. Perhaps the easiest and quickest
to arrive at an
understandingis to cite examples
way
taken
from widely different industries.
at random
Let us
the
we
are
on
writing to a woman
presume
subject of her boy's clothing. This is a subject that
lends itself readilyto the displayline at the opening and
described
in the preceding chapter
for a sample we
so
"
will
use
it thus
:
INTEREST
AROUSING
"
Madam.
Dear
"About
At
39
boy of yours."
that
the letter has secured
once
attention
; of that there
ject
subinteresting
he be a quiet
in the world to his mother, whether
littlechap or the terror of the neighbourhood.
scholarly
be
can
Now
doubt, for the boy is the most
no
what
statement
can
into interest and
attention
littlefact of human
nature
next
we
lead up
will open
that
make
to turn
to
offer. What
our
her mind, enlist her
sympathy,gain her confidence and unconsciouslybring
her to that pointwhere she will consider our offer from
the rightstandpoint?
his spirit
ness
of manliHe is arriving
at the age when
his father's
find him imitating
asserts itself. You
he is no longerambitious to be a policeman
manners
he has his eye on the Premiership.Among the serious
problems with him to-day is this : he is beginningto
clothes. He is no longer
want
manly cut grown-up
satisfied with ordinaryboys'clothes. He wants
thing
some"
"
"
'
'
*
like father's.' "
sampleit contains human interest.
humorous
It touches up that pathetically
period of
childhood
transformation
between
and youth in order
to gentlybring the reader to the subjectof her boy's
clothes from the boy's own
standpoint.
While
this is only a
MAY
take
"
Dear
"I
hit
was
Sir
on
as
an
example
letter written
by
the manufacturer
of an electric motor-controlling
device who wished to persuadeelectrical contractors
to
his goods.
use
WE
a
:
board H.M.8.
by a Whitehead
high explosive.
'Queen Adelaide' when she
torpedo containing 200
was
pounds of
"
"
'
OF
ELEMENTS
40
THE
LETTER
1A ticklish position,'
you will say ?
The water-tight
Not at all.
compartments
Adelaide
'
of
the
by Ajax Automatic
the torpedohit us the Ajax Automatic
Switches.
When
closed the bulkheads. I felt
safeand secure because
entirely
I knew the Ajax would not jail."
Here we have war, dynamite,and sudden death as ths
Queen
of human
elements
controlled
are
interest.
The
writer
referred to
He added
subjectthat had had wide publicity.
personal experience gave his readers some
inside historyof an important event.
might say :
Again, a maker of eye-lotion
"
"
Dear
"
"
Sir
a
a
bit of
of
the
:
trouble with your eyes ?
Five thousand peoplewent blind last year in Lancashire
Over 100,000 pairsof eye-glasses
sold.
alone.
were
Have
you
"
your eyes in danger?
Here we
appeal to fear
Are
primitivepassion.
The whole
interest
objectof employing the human
idea is to lead the reader naturally
to the pointof view
from which we desire him to consider our proposal.
This is important.
In the stern competitionof to-day,any successful
be given a peculiar,
individual twist.
must
an
sales-plan
We must
accentuate
some
point of superiority.And
then
must
we
bring our prospective buyer to view
the proposition
from that angle.This,in cases where one
deals with people unfamiliar with the technicalities of
our
business,can be done best by the introduction of the
"
a
"
interest element.
human
of
THEwho problem
understands
we
have
to
securingthe interest of a man
thoroughlythe generalproposition
present is somewhat
more
difficult.
OF
ELEMENTS
42
THE
LETTER
are
service,and profit
Quality,
price,
looks at. Human
his attention.
interest
But
such
a
seldom, be invoked
can
there is
what
a
way
buyer
to hold
"
"technical interest
"
will call it for convenience.
we
Scattered
it-alls"
the world
about
to whom
there remain
technical
advances
are
a
few "know-
a
fallacyand
the march
men
of progress a stampede to ruin. But most
provemen
ready and eager to take advantage of every imwatch
development in
closelyevery new
are
"
their trades.
machine,
a
In
new
going to
a
attachment
with
manufacturer
for
use
on
his
a
new
product or
be
attention can
staple material, immediate
to his notice at once
gainedby attracting
your leading
cally.
techniand explaining
it tersely,
point of superiority
a
even
If you
of
writingto
are
a
incandescent
new
get rightdown
"
Dear
Sir
an
to
man
electric-light
lamp for use on
on
the subject
his circuit,
cases.
:
of one halfwatt per candle is guaranteed
efficiency
is maintained
for the Hilight Lamps, which efficiency
throughouta guaranteedlife
of 1,000 hour ft.
The attached report of tests by the Electrical Testing
Laboratories
ivill give you exact, detailed and
judiced
unpreinformationon this neio unit."
unfamiliar with
To the generalpublic,or to anyone
the technicalities of the incandescent
lamp business,
such an appeal would
who
be unintelligible.
To men
"An
"
know
it is the surest
excitinginterest.
The danger of an
the
more
and
as
well
as
the most
direct method
of
appeal to technical interest lies in
fact that we
sometimes
give our readers credit for
knowledge than they actuallypossess. Another
liable to lapse into
are
graver danger is that we
INTEREST
AROUSING
43
jargon in dealingwith everybody,instead of
and
reservingit for the few people who understand
appreciateit.
technical
THERE real ofinterest
are,
course,
create
"
of other ways to
any number
the kind of interest that will
carry the reader through your
and lead him to the favourable
descriptive
paragraphs
consideration
of your
bit of trade news,
proposal. An appealto the pocket,a
which
the citingof a difficulty
is worrying him
and
which your product or service is designedto overcome
"
all of these
that
that your appeal is to his interest
making the rightkind of a personalappeal,just
But
be
are
you
available.
are
the
sure
"
high collar tries to get the interest of
humble
his more
working neighbour.
is to ramble
The common
error
along on a subject
which is of interest to yourself,
not to your prospective
as
in the
man
customers.
"
We
have
just finishedour
tory
facforty-acre
finenew
be news, but it doesn't touch a vital spot in
the man
who has been buying for ten years from your
competitor with four acres of floor space, who givespersonal
"may
attention
to
each
order
and
delivers
the
goods
promptly.
tion,
attenyou have your prospectivecustomer's
follow your advantage by appealingto his interest
When
and
by talkingabout yourself,
your factory,
product. Hit him where he lives,"is slang,but
to the writer of sales-letters.
a grim significance
"
not
"
"
him
him
Hit him
where
he lives
"
and
his interest will carry
will lead
paragraphs of description,
through your
straightto your proposal,will put
of mind
to say
your
it has
"
"
yes
when
him
he reads it.
in
a
frame
VII
CHAPTER
How
Hold
to
have
YOUinterest
says
the
attracted
now
:
has
one
to
to
Explanation
attention
:
explainyour
of
writer
amateur
All
thing.
Interest"
do
have
you
won
proposal. "This,"
"
sales-letters, is
is to tell about
the
a
sure
goods."
that many
tellingabout the goods it seems
correspondentsget mental paralysis their brains rebel
and refuse the task, similar to a horse making a one-foot
They merely get one-fifth
jump at a five-foot fence.
sellingtalk into the letter in trying to tell about the
goods.
That's all tell about
the goods.
But
in
"
"
This sounds
a
terselya
easy,
does
word-picture of
service
than
which
it not
a
you
?
definite
offer.
that of
One
has but
object or
Yet
if there
to produce
describe
is
a
gift
article into
a concrete
translating
words, it is the abilityto see that article in the mind's
when
Both are necessary
one
begins to "tell about
eye.
the goods." Holman,
Talks to Salesmen," says
hi his
"it takes a long time to tell something you don't know,"
and similarly,
it takes a good many
words
to picture in
another's
mind
something which you see only vaguely
more
rare
"
in your
own.
EXPLANATION
45
theoryof successful letter-writing
may be learned
tricks of the trade
assimilated at a
easilyand the
glance,but the abilityto form a mental picture and
make
others see it vividly
of words is something
by means
which comes
with patientlabour.
And it is something
The
"
which
"
be
cannot
taught
"
it must
be learned.
Wrap your mind about the thing you have to sell.
Analyse it study it fingerit over with the tentacles
of the brain. Concentrate
upon it so long and with such
that the product and all its parts will swim
singleness
plainlyinto view before your closed eyes.
visualises each point
Watch
a man
a story. He
telling
and situation for his listener. You can profit
by his art.
Eliminate non-essentials or the points in your product
which are common
to all similar goods. Centre upon the
in
details of superiority.Then draw your word-picture
a few
simple,strong,definite phrases.
Easy ? The best minds in literature have staggered
ing
before that problem. It is what raises sales-letter writIt is the
and advertising
to the plane of a fine art.
reason
men
ability
possessinga high degree of literary
to be found to-day as business correspondents.
are
"
"
INof
"
about
telling
two
classes
this class of
"
the
goods,"one
peoplewho
know
product or peopleto
speak to one
something about
must
whom
the whole
ness
busi-
and strange. In the one case, the writer aims
in his proto bring out only the pointsof superiority
duct
be made
must
matter
; in the other, the whole
is new
plain.
in a staplegoods are frequently
superiority
for whom
of opinion.The proprietor
a matter
you write
of parental
be given credit for a certain amount
must
of his babies,
bias. Like the cleverness and amiability
Points
of
OF
ELEMENTS
46
THE
LETTER
the
of his productsmay
consist merely in
superiority
less justifiable
more
or
pride in his own
abilityas
producer.
IS best
look
ITstandpoint
always and
to
to that
and
the
the
at
to
matter
from
a
a
user's
the
tion
present it in its final rela-
To describe the details of manufacture
user.
high grade,expensivematerials
is the maker's
that this pen never
that it does not
idea ; the user
leaks,is easilyand
clog and
requiresno
used
in
a
tain-pen
foun-
to know
wants
quicklyrefilled,
specialsort
of
writingfluid.
Nor is it enough that these vital facts be stated
they
be put in such phrasesas will attract, humour, and
must
"
convince
A
"
the reader.
of bathroom
manufacturer
Porcelain Enamelled
Ware
equipment says :
is a perfect
unityof iron
durable
the strongest and most
porcelainenamel
combination ever produced in a sanitaryfixture,
having
the indestructiblestrength
of iron with the showy elegance
of fine china. Their extraordinarywearing quality
is only one
of the reasons
why these beautifulfixtures
service per pound of
affordmore
years of satisfactory
cost than any
other varietyof plumbing equipment in
and
"
the world."
In
some
cases
consist in high
pointsof superiority
material,exceptional
grade of labour or
the
qualityof raw
The common
peculiar
sions
expresprocess of manufacture.
used to qualifythese pointscarry no conviction.
"Best on earth," "above competition,""secret process
doned
of manufacture,"
such stereotyped
phraseswere abanwriters long ago.
by intelligent
"
If Robinson
earth
"
Crusoe
had
been
written
it would
styleof generalities,
never
in the
have
"
best
on
reached
EXPLANATION
print. The
is
that
as
of
can
the part
iAKE, for instance,
say about
made, of the best steel
can
one
who
wrote
ever
the
same
a
or
sincere
description
little specific
points
a
or
emphasis on
scarcelyimagine,but
actuallylives
thingin
tale
true
a
unconscious
an
man
a
he
earmark
47
is
touches
to notice
sure
the
goods.
simple a tool as a tap. All
it,apparently,is that it is well
and. carefully
tempered. Everybody
so
letter on
words, until
tried his hand.
a
That
these tools said the
North
letter
"
In
same
of
facturer
England manua masterpiece.
was
You could forgea
describingthe goods he said :
class razor
from one of our taps and the razor would
first
and clean for the same
that the tap
cut smooth
reason
it would have the rightstuffin it."
does
steel
from razor
He does not say that his tap is made
(which would be commonplace), but that you could
make a razor
from one of his taps (which is distinctive).
And then instead of a lot of hackneyed phrasesdesigned
"
to convince
he states
the reader that this steel is the best
that
succinctly
his tap has
"
the
on
earth,
rightstuff
hi
it."
simply takes a fresh standpoint has the courage
to use
unexpected words.
The same
vagance,
principle
applieseverywhere. Avoid extraaggerati
superlatives.Exvague claims, generalities,
gain nothing.The world to-dayknows that
for every high grade product there are a dozen "justas
good." It may be true that yours is the best on earth,
but it will take either a good presentationof that fact or
of at least one pointof superiority
a detailed explanation
He
to make
"
a
Sometimes
stranger believe it.
whole
into
crystallised
a
be
paragraphs of description
may
singlesuggestionof comparison.
ELEMENTS
48
OF
THE
LETTER
Perambulator," says one letter writter,"is
as
finelyfinished as the most expensivemotor-car."
A furniture maker
givesthe reader a distinct impression
he says,
of the qualityof his goods when
There
difference between
is as much
the oak used in ordinary
furniture and the selected quartersawn white oak we use
there is between
in ours
as
laundry soap and a cake of
And
still another
scented
Pears."
puts a wealth of
Nothing will
suggestioninto his letter by saying:
take the place of the good old cedar chest,
effectively
with its clean, sweet, pungent aroma
dear to the
so
"The
Blank
"
"
heart
of the old-fashioned
EXPLAIN
TO nothing
of it,
housewife."
proposalto one who knows
must
one
naturallybegin with general
statements
must
begin with something
; also one
with which the reader is familiar. A pieceof art nouveau
for example, is almost impossibleof definite
jewellery,
French
word-picturing,
yet reference to the modern
school of design and allusions to a popular Parisian
jewellerwould call up in the reader's mind a picture
which would
satisfy. The objecthere is to stimulate
the imagination rather than
attempt to portray an
actuality.A pieceof silk might be said to resemble in
of a rare old Japanese print,which
tone the colourings
is whollyambiguous but leads the mind back to a vaguely
The result of such suggestion
is
exquisitememory.
a
almost
as
definite
as
new
if we
show
the article,
while
a
series
"
harmonious
most
superlativeadjectivessuch as
colouring,exquisitedesign,and charming ensemble
than one of admiration
leave no other impression
for the
of
"
writer's command
of words.
or
explanation,
specific
general,it should be
the writer's idea to so describe his goods that the reader
In any
CHAPTER
How
VIII
Create
to
Desire
"Argument
Proof
and
IS
is innocent
principlein law that
IT proved
guilty. It is principlein business
a
a
until
man
that
a
sales-claim
is false
and
conservative
proving
a
is
case
a
true.
In
hard
one,
either
and
knowledge of human
Cold, hard logic,and cold,
and
wide
a
until
exaggerated
or
it is
event, the
calls for keen
a
proved
work
of
thought
nature.
hard
facts
these
"
alone
will win.
"
Brag, claims,
When
must
you
have
you
your
that
is not
enough
testimonials.
a
words.
please,spellfailure.
offer in
It is not
personal convictions
own
to say
explained your
your
prove
if you
swank,"
million
to
You
Of course,
many
article is all that
buy it,try it,and
buying a mattress
of your
devices
give hearsay
must
the
you
use
and
it.
But
the
it is not
have
claim
suppose
dealer
been
to prove
it
I
writes
to
press
ex-
enough
sold ; it
second-hand
or
claims, and
only way
and
say
enough
evidence
your
prove
times
;
sales-letter,
a
quickly.
that
is, is for
am
to
me
an
to
thinking of
"
me,
This
ARGUMENT
will
mattress
it is
further,
proof, and
me
"
to
on
to
say,
PROOF
pack, get Jiard
61
lumpy, and
non-absorbent, dust proof,vermin
absolutely
Now
if all
practicallyindestructible."
mat,
never
is the kind
this is true, that
to prove
AND
of
Remember,
sell
we
mattress
a
that these claims
or
are
on
I want,
and
the writer goes
the complete understanding,
true
is not perfectly
if the mattress
satisfactory,
better still,
turned
or
completelyto your liking,it can be rewill be promptly
at our
expense, and your money
that if the writer of that
refunded." I reason
instantly
letter wasn't able to prove his arguments by delivering
dare make
the goods as exploited,
he would never
an
I know
offer like this.
from experience that a plain
truth.
talk like this means
hard-hitting
chairs proves his goods
A manufacturer
of
easy
of good qualitywhen
he says :
are
If I could only take you through our factoryso that
what
kind of material is put into the
you could see
chairs and how it is put in
the care
and pains we take
to make
a chair that will last a lifetime,
you would not
"
"
"
"
hesitate to send
in your
The
wants
average man
offer. This holds
wheels
same
order."
proof,first,of
the values you
good whether you are selling
emery
or
elephants. It must either be better at the
price,or priced lower, than similar goods purchased
elsewhere.
Even
where
the article for sale has
the customer,
competitor,it is necessary to assure
than
that he is gettinga bit more
or indirectly,
directly
his money's worth.
no
does
that
talk cheapness
THIS
claim
offer extravagant values. It does
not
mean
we
must
or
to
that
we
must
not
talk
priceat
all.
It
means
mean
simply that
ELEMENTS
52
show
must
we
OF
THE
the customer
LETTER
where
he
the purchase.
gainsby
Gain!
That
is the foundation-stone
word
of all
success
in
salesmanshipby mail. Show the prospect how he gains
by purchasing and not alone in money, for financial
advantage is not always the keynote ; but in solid
comfort, complete satisfaction,
personalwell-beingand
happiness.
lasting
Show
the prospective
his gain and prove
customer
"
"
it.
fact that
The
hot-water
a
other householders
of
a
that will
needs
nor
in my
salesman.
save
me
supply
other hot-water
ideas
An
being used
by
But
town
if I
lookingfor
am
heater
a
this argument doesn't fillmy
money
demands.
However, if the man
my
writing about heaters says,
by burning from 30%
money
my
is
be a sound argumay
ment
to the popularityof this neater, or the good
as
work
geyser
"
to
This
heater
60%
less gas
saves
heater,"this line of argument
you
than any
fits into
exactly.
agent of my
acquaintancesent out four
letters describing
the beauties of his plotsof land, the
select neighbourhood,the excellence of the houses sold
estate
easy payments
fifth letter was
a
on
; and
success,
business. The
all those
letters failed.
The
and
brought inquiries,
secret
of that
success
was
veloped
de-
in the
followingparagraphs :
"
that
You
pay
rent, do you
not ?
Suppose
home
of your
you
applied
You
own.
cheque towards a
would
and at the
not be paying out any
more
money,
end of a few years, instead of being the owner
of a pile
be the owner
of musty receipts,
of a finehouse
you would
and grounds.
same
ARGUMENT
"
Here,
the
are
AND
:
figures
prove
PROOF
to
53
yourselfthat
it
can
be done"
farther.
go
BUT
and
the prospect he cannot
lose,
that also. Where
involves
a proposition
prove
a
over
few
figurethe
Show
the
shillings,
chances.
He
believes he has, which
in the
transaction
chance
A
with
you
"
well-known
man
you
has
is the
prove
for
worse
him
you)
that
which
receive this evidence
understand
or
(or
similar
a
takes
no
manufactures
photometriccurves, preparedby the most
to establish its claims.
authority,
read
"
it to him.
glass company
who
had
on
he
scientific reflectors for all classes of interior
half of those
"
probablybeen
Show
past.
to sell beginsto
want
a
uses
lighting
pendent
inde-
eminent
Perhaps not
are
able to
photometriccurve,
rectly
cor-
but the
fact that
impartialevidence is offered as proof is
customer's
confidence.
enough to win the prospective
small
encloses
a
Similarly,a paint manufacturer
folder with his sales letter showing how
to test the
explainshow
purityof paint ; a clothingmanufacturer
to distinguish
all-wool goods from the half-cotton product
offered hi substitution ; a maker
of acetylenegas
outfits proves the simplicity
and safetyof this
lighting
which is popularlysupposedto be dangerousin the
gas
extreme
by describinghow anyone may make acetylene
and common
clay
gas with an ordinary tumbler
pipe. Such proof,sometimes appliedin a most indirect
is wholly convincing.Not the least part of its
manner,
very
"
"
value
lies in the fact that it is instructive.
feels that
he
is
learninga
trick of the
The
other
reader
fellow's
trade.
"
Do
not
cigarsare
price is small, that my
or
of cheap tobacco" writes
carelessly
think
made
because
the
ELEMENTS
54
OF
THE
LETTER
"
mail-order
Order a sample.100, cut open
cigarman.
any fiveof them from end to end, and if the leaves are
I will refund your money.'1''
not all good long filler,
A varnish manufacturer
sends along a sample panel
finished with his varnish and writes :
Give this panel
the most
thorough test possible stamp on it with your
heel or hit it with a hammer.
Then hold it to the light.
You
will find that althoughyou have dented the wood,
a
"
"
the varnish
A
has not been cracked"
manufacturer
paper
he says, " You can
second : just tear a
is
successful
more
even
the excellence
prove
of our
offthis sheet
corner
;
when
goods in
then tear
a
a
ner
cor-
fying
offone of your present letterheads ; now get a magniboth torn edges. You
glass and examine
find
long fibres linen threads on ours, while on yours the
who reads this learns
are
short,woody." The man
fibres
He learns how to judge it
something new about paper.
the writer
and learning,
he learns what
intelligently
wished
him to know
about his product.
Another
for corroborasimpleexpedientis referring
"
"
"
tion to standard
reader, or
will tellyou
your
broker
to
"
as
works
of reference,to friends of the
in any
specialists
," is effective. Or
carry the matter
merely because
There
As
you
are
Consult
we
sell you,
times in ten
farther
chemist
any
"
preferto
failto endorse these." Nine
disinterested
"
may say :
to the solid value of these securities
have others he would
never
line.
he may
but he will not
:
the reader
will
he accepts your ment
statewillinghe should take
:
advice.
weight,too, in a sweeping reference to one's
neighbours. An umbrella maker scores when he writes :
drop them a line and
// you have friendsin Sheffield,
ask about Bronson
umbrellas.
They will tell you they
have used our
umbrellas
for years generations,often
is
"
"
ARGUMENT
AND
PROOF
55
and
"
OF
ELEMENTS
56
and
DIRECT
proof,but
trickeryand
them
is the
of
name
complete testimonials are also strong
the use
of these by patent medicine
advertisers,and the
unfair
stories current
numerous
means
used
to
secure
to the
as
them, makes
which
be
must
two-"dged weapon
monial
testito be effective. A made-to-order
skilfully
testimonial
handled
LETTER
good. Such
in his native city."
always found
Bronson
the
THE
or
a
hi which
one
and
names
addresses
omitted
are
prima facie evidence of insincerityor worse.
"John
Hays Smith, publisher
ofthe 'News,' 138 Westchester Street,
is sincere.
says :
We are permitted
to quote the following
from a Utter
League,
by Mrs. Albert Ross, presidentof the Woman's
Glendale, Melton Abbey" ringstrue.
The name
should be well-known
if any, expressed
; the title,
the addresses given in full. Not only
at length,
that, but the very words and phrasesshould be such as
the testimonial stand out with separate individuality
to make
is
"
"
"
that of the sales-letter writer.
from
a
even
piece with
from
most
that
appears
to
monial,
testi-
be of
a
of your
letter,as though it ran
the same
fountain pen, defeats its purpose.
The
that ever
successful printed testimonial
came
under
the
the
bona-fide
one,
The
rest
writer's notice
was
one
in which
both
the
expressionof approvaland the customer's
replywere used together. This scheme could hardlybe
used in a letter,
yet it suggeststhat the most important
point in this whole problem of proving your claims is
sincerity.
which
LETTER
is irredeemablybad in construction,
and transcription
will get profitable
grammar,
request for
an
A
returns
if it is sincere, and
those
returns
will be
CHAPTER
IX
Persuasion
word
"
"
persuasion suggests and actuallyinA
volves a certain intimacy at which
it is difficult to
Before we
arrive in business.
dare employ the arts of
that our
know
persuasion we must
standing with our
is such that he will not resent our
prospectivecustomer
placing a paternal hand on his knee and talkingto him
have presented our
for his own
we
case
good." When
in support proof of every
and adduced
which
statement
is not self-evident,we
employ persuasion to gain
may
"
our
end.
But
hope
for results !
employ it sparingly
and with diffidence. Put into it all the ingenuous indirection
that you
know.
Appeal to the other man's
springsof action, keep yourselfand your will far in the
background.
Nothing is better calculated to stir the ire and call
forth the contempt
of a busy, self-sufficient business
than to be asked,
Can you affordto be without this
man
day ? will you let your prejudice
great boon another
stand between you and future wealth ?
and similar exhortation.
Nothing will so quickly freeze your prospective
client into glacialindifference as
Will your share"
as
you
"
"
"
"
"
PERSUASION
59
this dividend-producing
holders approve
of your rejecting
Yet these phrasesand dozens from the same
? "
offer
box
have
with
their
and
used
has
work
own
familiar with
The
used
been
by
whose
men
allowed
familiarity
them
become
to
their customers.
of
suggestionhas many phases. Scientific
suggestionis forceful persuasion. But forceful persuasion
without suggestionlacks effectiveness. The best
way to persuade a friend to take a tripin the country
with you is to say,
Come
Bill,don't stick about
on,
science
"
here all the time
all your
come
"
in the
time
on
city
"
what's
"
liven up
the
for
of
use
once
wasting
come
"
on,
"
won't
you ?
The weak-willed
man
There
men
to such
give in
persuasion
if he has no
for not going. But the
good reasons
puts up his back againstsuch tactics.
average man
may
"
are
many
who
when
your business even
and want
to stay in town.
the matter
take
can
ought
you
But such
a
from
away
to stay in town
"
will approach
man
will start with
He
tactfully.
you
sigh,"Whew
a
I'llbet it is pretty in the country justnow.
long about this time of the year to get out
the grass
to tramp through the woods
"
"
along the banks
pipe ?
I'd just like
"
water-cress.
stream
and
some
to
get on
a
brisk walk
home
to
a
on
your
gather
fresh
smoke
good country
?
I tellyou,
Sunday
Never
back
lie
smoke
old clothes and
some
you
wander
or
tramp along some
you ever
afterwards lieunder a shady tree and
old man,
off business and take a
and
and
and
Did
then take
dinner
"
and
little stream
of
Don't
!
mind
"
it would
run
up
be
a
greatidea
to the Glens
for
to knock
Saturday
just exactlythe place up there.
I've got business, too
it will
business
I know
"
"
ELEMENTS
60
only be
the day
OF
THE
LETTER
gone, and you do twice as
let's be happy and have one
day
one
after
"
much
work
of the
good
old-fashioned times."
Which
man
make
would
act ?
you
That's
applied.
persuasionscientifically
First make
the customer
the goods then show
want
him how easy it is to get them
then gentlylead him
"
"
the line.
over
Here
the
a
Think
future
of those
when
"
that
life
when
whom
you
"
a
way
idea :
same
"
a
is
seem
you
correspondenceschool
when
times
have
you
uses
largely
yearned
for
riers
you have grown impatientwith the barto hold you to such a narrow
sphereof
hear of the
of
career
some
acquaintance
inwardlyknow is no more
capablethan you !
It is a matter
of developedopportunity.
Our instructions perfectyou in a profession
that is
golden with opportunity. It fits you for success
where.
anyWould you like to make your residence in bus}7
cosmopolitanLondon ? Or would you like to live in
some
quaintold southern town like Winchester ? Or a
bustlingnorthern city like Manchester ?
will train you to will enable you
The profession
we
to choose your own
mand
livingplace there is unlimited defor it everywhere. Will you not let me show you
how you may
reach out and grasp this opportunity?
"
"
"
"
touch of persuasion
necessary
IFrounding
of
letter,endeavour
a
seems
out
dilute it with
See
how
for
such
another
a
to the proper
to hide
it
or
ingredient.
his percleverlythis silversmith disguises
suasion,
instance,how he suggeststo me my need of
goods as
he offers
:
PERSUASION
61
table
equipment as fairlyrepresent your
and far-sighted
taste and means
prudenceas the rest of
Why not ? Your family's
your household furnishings?
happiesthours are spent there. Your friendsgatherthere.
associations
The finest
of your household centre about the
table. A sterling
silver service helpsto perpetuate these
associations in recollection,
and if your selection is a
work
credit upon
of true art, it reflects
you, through
succeeding generations."
how
No matter
sincere you may
be, and no matter
"Does
your
how
reallyimportant your offer may be to your prospect,
that you
in his office
bear always in mind
are
and perhaps unwelcome
and that you
uninvited
may
to the slightest
not presume
intimacy. Here, if anywhere,
of good breeding enter into
does the element
business correspondence.
Persuasion of the exhortation type, as practised
by the
dominie
who prefixes
every phrase with "O,Brethren,"
is too dangerous for an ordinarymortal to attempt.
ABOVE
your
If
a
man
all,don't try
letters
writes
to
persuade a
by assuming
to you
man
attitude
an
about
for information
to
of
answer
injury.
the article
you have for sale,or requests the sample or booklet you
offer to give away
free,don't think you can make him
by causing him to feel that he is
indebted
for sending him what
to you
you agreed to,
free of all charges. Don't dictate,or attempt to force
writes
him to do business with you.
Any letter a man
send
you
you
money
because
he thinks
he has to isn't worth
the stamp
that carries it.
Here, for example, is the way one
which they expect to win customers
"
Did
you
ever
have
the
firm
beginsa
letter
:
unpleasant experienceof
OF
ELEMENTS
62
addressinga
THE
LETTER
without even
being
subject,
accorded the courtesy of a reply or worse
did you
still,
to the best of your ability,
ever
answer
any one's questions,
without receivinga word
in return
for your time or
trouble ?
If you have had either one or both of these
how we feelbecause you
experiences,
you will understand
person
a
upon
"
haven't answered
That
letters"
our
is only the
this
beginningof
letter.
ing-of-teeth
wailing-and-gnash-
received
first thingthe young
this letter said was, '* Good heavens
the
these
row
accepted their
The
fellows
are
invitation
I didn't find it what
who
man
! Look
at
kickingup, simply because I
their article.
to investigate
I wanted,
so
what
the
was
use
of
"
writing?
Antagonism is the
of going after
a
to
profitable
letter
showingthat
wrote
prospect
a
sin, it would
more
Another
first product of such
have
have
as
been
continued
the article
was
though
letter.
a
he had
stead
Inmitted
com-
hundred
per cent
the follow-upwith a
a
what
he needed.
correspondenceschool gets this
idea when
it
:
"
Nearly every man
either for most
of us
can
look back
"
and not
so
farback
If I had taken that
chance I would be much
That is what
better offnow.
day not far off,if you failto consider
you will say some
seriouslywhat we have offeredyou in our courses, for
our
ing
proposalmeans
justwhat I have, said a biggerearnbetter positionand standing,and brighter
a
capacity,
prospects in life"
"
and
say,
"
BUT
there is another
and
subtler form
in which
the
suggestionis employed,which may be used
frequentlyand with good results. A prominent ladies'
tailor used this idea effectively
when he wrote :
art of
PERSUASION
Dear
Sir:
Agreeable
Too
prospectus
a
formal
regarding
to
our
in
that
trust
decide
We
give
action
and
shall
your
trusting
of
copy
you
of
after
enroll
to
Prompts
no
a
you
which
what
we
hear
a
pectus,
pros-
plete
com-
teach.
this,
We
will
you
us.
further
to
we
latest
our
find
with
wish
we
cover
will
perusing
inquiries
for
request
information
courses,
separate
description
value
recent
your
school
and
under
posting
sales
to
of
our
business
that
state
are
Lacks
63
be
pleased
best
our
from
Youra
you
to
attention
again,
wa
are
truly.
in
ifyou could see yourself
one
of these costumes, you would acknowledge its perfect
finish."
fitand exceptional
Here is only a suggestion. The active persuasionis
left to the imaginationwhich, picturinga desirable result,
the objections
of
be counted
can
upon to overcome
"
the
A
/
am
madame,
sure,
that
reader.
watch
in this way
manufacturer
"
:
You
makes
probablydo
good use
not buy a
of
suggestion
watch
with the
of sellingit again ; yet that is a prettygood test of
value.
If you want to know the standingof Sheerness
Abbey watches try to buy one second-hand."
And
even
so
simple an article as a patent window
fastener is given a strong appealwhen it is placedbefore
and effect hi
the reader on the basis of suggestedcause
the followingmanner
:
shut
Why sleepor try to sleepwith your windows
ache
tightand awake hi the morning with a dull,sick headout
will give you fresh air with? The Walker
Lock
security,and you will get up refreshed
sacrificing
and ready for a big day's work, healthy and happy.
idea
'
'
"
ELEMENTS
64
Another
done
OF
is that of
case
largebusiness in the
letters written by the head
presentedwas :
"
a
Please
business
matters.
talk
man
this
over
a
THE
which has
piano company,
North, chiefly
through salesof the firm.
with
he will be able to
The
LETTER
your
One
argument
husband.
guide you
choice of the instrument
can
As
a
in business
be left to
safely."
you
that
hinges upon
PERSUASION
equallyproductiveof results,but
much
writingand
letter as strong
in your
endeavours
self-interest is
in the stress of
to
make
each
possible,
you are prone to overdo it.
Can you affordto permit a competitorto gain control
is persuasion to a merchant.
line ?
of this profitable
is a strong
Certainlyyour boy should have the best /
On the other hand, to tell a man
appeal to a mother.
that he is losing
to tell a
money
every day he hesitates,
that she is not treatingher offspring
woman
rightby
refusingto equip them at Jones' Emporium, is both
and lackingin tact.
untrue
Insurance, correspondenceinstruction, buildingand
instalment
and other lines where the prospropositions
perity
as
"
"
"
"
and
sale
comfort
of clients is at issue,lend themselves
of daily business
by persuasion. Commodities
best presentedwithout it.
are
To sum
ideas on the persuasiveelement
of a
up our
the importantthingis to eliminate every
business letter,
Do
possiblethingthat will put up the reader's back.
chance of hitting
not give your prospect the remotest
back, and the active rather than the passiveelement of
suggestionshould be employed.
to
CHAPTER
X
Inducement
hardest
THE
was
been
sent
tripwith
a
on
lesson in
which
from
out
the
Naturally
a
bad
customer
"
"
?
letter I
should
I ?
"
have
trade
was
The
why.
in
first
we
sent
you
last
replied.
the
to
There
answered
day to this no
being given the
I ?
he
point.
that
without
find out
that letter
answer
got back
the
saw
should
From
I
to
the
stolid baker.
a
should
when
office decided
sent
was
didn't you
I asked.
"
Why
And
I
was
Why
week
and
way
a
I ever
learned
letter-writing
yeast salesman. A letter had
there were
no
turns.
repractically
"
office and
was
no
there
reason
was
sales-letter has
test of that
acid
no
re-read
that
why
anybody
inducement.
passed my desk
phrase, Why
"
"
how
description of goods, no matter
skilfully
sufficient inducement
to
constitutes
phrased, seldom
this description
when
has been
pull a direct reply,even
tised
cunningly worded so the prospect sees the article adverA
in direct relation
letter without
an
to himself
inducement
may
or
his business.
convince
a
man
The
that
INDUCEMENT
67
the
goods for sale are desirable and
his personalneeds, but it leaves
that
to
a
And
is
procrastination
time."
booked
Your
than
more
It is the thief of countless
and
they are suited
loop-holefor procrastina
the
"
thief of
orders that should be
but aren't.
filled,
experienceis proofof this. You have probably
determined
to buy mesh
underwear, a dozen
time.
some
magazines,a piano playerand a motor car
You are convinced
of their good points,
that
you know
them, and you have the price. All that is
you want
the galvanicspark
necessary is the proper inducement
which will quicken into life this latent desire.
own
"
"
And
so
with
customers.
your
various
INDUCEMENTS
the bottom
of them all. Gain
are
action.
as
as
sunsets.
is at
Gain
is the root of all business
But
gain is not always a matter of pounds
and pence.
Besides the gain in
Specialpricefor a few
days ; the gain in the
Specialreduction,if you send
and the gain in the free sample,
;
your dealer's name
there is always the subtle suggestionof gain in
This
of your life ;
mation
Inforin
may change the entire course
that may
and
save
you hours of uncertainty;
dozens of others that do not representanythingtangible
but mean
gain,just the same.
The letter that can suggesta possibility
fully
of gainso art"
"
"
"
"
"
"
"
that the reader
fear of
is almost
afraid not to
answer
for
missingsomething,is a genuine masterpiece.
The inducement
of prompt and careful service is one
which will always win trade ; or you may
advertise a
limited quantity of a certain article or style; you may
dwell on the seasonableness
of the product ; you may
ELEMENTS
68
have
real
a
bargain
"
inducement
which
question, Why
it, You will gain."
"
answer
I ?
A book
the author
come
B
"
are
that
"
I ?
an
cold,
And
you
"
Or to the
question Why
"
you
In six weeks
book
should
"
the number
on
figures
is able to supply.
of
copiesof
certain books
more," he writes,
expires. Three
times
"
been
have
have
we
that he
with
contract
our
we
this contract, three times
renew
include
will lose."
will answer,
You
publisherdoes this effectively
by givingexact
shouldn't
to
LETTER
in any case, you must
will definitely
answer
"
indifferent
"
THE
OF
forced
ceased
all
and stillthe orders have continued
to
advertising
in so heavilythat another arrangement with Mr.
was
imperative.
there
Of the 10,000 sets we have printedaltogether
about
now
149 in the stock room,
and
1,000 more
are
going through the bindery. If you had seen the
orders streamingin on our previouscontracts,you would
realise how quicklythese 1,149 sets will be sold. While
far as poswant
to go to our
as
we
regularcustomers
sible,
ers.
we
cannot, of course, discriminate againstoutsidWe are bound
in.
to fillin the orders as they come
now
But
I
urge you to write for your
In writingthe sales-letter a common
that
can
set now."
error
seems
to be
of
over-laudingthe value of what is offered.
One brilliant sales-manager
whose
firm dealt in mine
customers
stant
machinery and supplieswon
by conmany
he
reference to a loose-leaf cataloguefor which
The
issued new
sheets and revised priceseach week.
sheets so valuable
system was so thorough and the new
that many
used it simply because it was
customers
easy
to handle.
Another
sales-managertried
usinga bound catalogueof huge
the
same
dimensions.
inducement,
He
failed.
INDUCEMENT
69
ELEMENTS
70
In both
serviceable
LETTER
were
remarkable,but
catalogues
and the other clumsy one constituted
"
and
real inducement
a
THE
the
instances
was
one
OF
inducement
the other
feature
was
a
deterrent.
sales-letter must
of the
JL
always stand the most searchinginquiry.To fool
mark
into respondingto your letter may
customer
a
will
clever, but that customer
as
exceptionally
you
neither forgive
nor
forgetif he finds it out.
For example :
sent broadcast
A certain dictionary
an
nouncement
anpublisher
statingthat holders of his dictionaries who
would send him the printer's
imprint of the several
volumes
would
doubtless learn something to their
advantage. The bait took and those who respondedby
naming the imprintof the printerfrom whose press had
issued the firstedition,were
immediatelyimportuned to
buy an appendix to bringthe work up to date. It was a
shrewd
but
scheme
too
"
made
certainly
it
because
I
was
is
wide
a
enemies
It may
have sold books,
I know,
for that house.
of the victims.
one
Yet, while such
there
shrewd.
brazen
latitude
means
within
are
to be
which
the
eliminated,
man
mail-sales-
ing
priceslaughterwhich
will pull repliesfrom
other inducements
the labour of landing the
interested people and make
order easy.
A case
of this is seen
in the following,
written by the commercial
pany
agent of a largepower commay
without
work
beingreduced
to
"
:
"
Dear
as
Sir
per
Will you kindlysupply us with information
attached form ?
We
are
gettingstatistics
:
"
and would apprecoveringthe power situation in L
ciate
your co-operation."
The form enclosed was
providedwith spaces for very
INDUCEMENT
Dear
71
Sir:
You
have
not
sent
yet
YOUR
us
subscription
SYSTEM.
to
Why?
It
be
cannot
prioe--12/-
the
gladly
--for
would
you
tines
that
for
the
amount
issue
of
single
will
SYSTEM
give
ideas
many
that
a
brir.g.
It
cannot
the
be
of
the
be
cannot
heard
a
your
stroke
SYSTEM'S
mere
name
on
a
,
be
cannot
written
the
So
write
interested"for
are
not
business
you
of
business
It
time--for
place
list.
mailing
It
of
want
would
pen
his
who
nan
efficiency,
who
did
his
not
ever
hla
want
income
GROW?
to
need
of
havs
we
opportunity"for
five
five
letters,
giving
you
and
have
as
not
sponded
reopportunities,
yet
you
to
of
them.
one
any
we
yourself
you
for
vant
ttako
YOUR
series
We
do
want
choice
of
to
OFB
any
annoy
of
of
described
is
it
you;
we
sincerity,
our
the
in
plishing
accom-
keeping
ars
you
not
give
you
SYSTEM
and
evidence
as
unusual
offer:
HOW-BOOKS
of
what
while
even
desk?
your
help
to
you,
the
following
from
learn
to
you
Will
again.
once
chance
a
remarkable
the
enclosed!
folder!
correct,
business
worried
printed
paper,
pages,
every
USABLE
size
5
idea
1/4"
business
man's
the
Run
your
circular.
finger
in
your
TODAY.
next
twelve
We
solutely
BOOK"
thank
YOU
hcvr
us
and
at
down
out
send
only
choose.
1/2 "--worthy
but
the
place
a
nine
the
a
you
also
will
titles
listed
need.
remittance
for
book
with
send
YOU
SYSTEM
This
is
the
advantage
Yours
for
forward
prepaid,
postage
Take
make.
leisure.
your
to
of
desk.
Pick
will
not
months,
even
free,
that
know
we
choice
7
x
any
12/-
every
written
"
on
Mark
in
volume
is specific,
Here
by experts.
are
detailed
for
all
solutions
definite,
those
that
have
vexed
and
long
so
problems
in
the
whole
book
series
Every
is
you.
clear
dull-finish
in
book
on
type
large
vellum
de
bound
in
richly
luxe.
128-172
And
practical,
the
"H07-
fairest
of
the
?ab-
it
offer
HOW
and
faithfully,
follow-upletter that bas been very successful in
of orders.
Note how, without the slightest
getting largenumber
of
it
condenses
the arguments that have
suggestion apology,
then offers an inducement
climax not only of
as
a
gone before
An
actual
a
the letter,but of the entire series.
OF
ELEMENTS
72
LETTER
THE
complete information regardingthe addressee's power,
cial
equipment and requirements,and placedin the commeragent'shands exactlythe facts he needed in order to
definite proposition.About
33
make
a complete and
per cent, of the letters sent out broughtback the desired
information.
This is an exceptional
case, but it represents
to which
the extreme
"
designatedas
IT is is
not
It
that
"
the inducement
necessary
part of
may
sales-letter
a
be carried.
"somethingfor nothing."
a
appear to be givingyour man
to offer
not necessary
to
sary,
halfpenny postage stamp. But it is necesand always, to incorporatein a sales-letter
ever
that eternal :
something which will answer
Why should I ?
It may
be simply an offer that is eminentlyfair and
that you cannot
refuse as, for
so squarelyput up to you
manufacturer
writes :
instance, when a sewing machine
Remember, an order is simply an opportunityfor the
There is no sale
Morton
to sell itself
to you.
no
tion
obligato keep it until you have used it in your home
for
60 days and are satisfied.
Just let us send it."
seem
Always make the inducement
easy to take hold
of. Have
nothinginvolved
nothingthat will force the
reader to doubt as to the correct thing to do.
tainty
Unceris the mother
Your
of inaction.
proposition
should be clear as day
Do this and you get that
florin for
a
"
"
"
"
"
"
"
"
"
and
indefinite you leave "that," you
"this" specific
and simple. This is the real
matter
no
make
must
"
how
the coupon
in advertisements
and of orderin circular letters. Coupons and order-cards are
strengthof
cards
not
so
much
look easy.
customer
easier to
use
than
a
short letter,but
They condense the procedureand
exactlywhat to do.
show
they
the
OF
ELEMENTS
74
But
the
suppose
boot
THE
LETTER
manufacturer
had
saying:"Simply mark the size and styleyou
enclosed form, sign and post it to-daywith
convenient form and the boots will come
to
all charges paid"
Suppose he had said
chances
and
now
And
that
a
are
I would
he would
one
wearing his
the
and
or
a
two
your
close that lets him
Let him
?
wait
day your competitorcomes
strikes home.
slides from
Then
the
want
the
on
15 /- in any
at
you
that !
have
my
once
The
money
the vital essential
when
centrate
you conargument and then
is the use of making
energy
goods ifyou wind
feel he might as
and
by
boots.
hi your
your strength
desire into action. What
"prospect"want
letter with
day
wasting time
are
fail to turn
next
be
to
there you have in a nutshell
makes
kills a sales-letter.
or
YOU
a
hundred
closed
the chances
alongwith
a
up your
well wait
are
that
letter that
he
gets the business and your letter
hold-over file into the waste-paper
basket.
but
to order, of course,
your prospect want
don't stop there. Make it easy for him to order and make
Make
him
do it now.
That
is what
is meant
by
real climax
tells the
"
it
prospect what to do and when to do it it
all that goes before into the
successfully
crystallizes
act
"
itself.
has two
sists
parts. The firstconof what we have termed persuasion
and inducement
all the precedingstrong pointsof the
it summarises
the loss
it shows the gain that is mine in ordering,
letter,
that is mine by delay. It emphasisesreturn and minimises
Think
It is the paragraph that says :
cost.
what you are getting this and this and this,all for the
think what it means
small sum
to you, to your
of
Every
successful climax
"
"
"
,
CLINCHER
THE
future. And
Every penny
remember,
you
76
do
risk
not
one
penny.
will be returned
to you
of your money
if
?
Why delaya singlemoment
you are not satisfied.
he reads that, your man
When
is almost ready to act.
But not quite,for your climax lacks the clincher. What
is he to do to get all the thingsyou offer ?
Tell him.
it so plain and so easy that he will have not a
Make
in the world for not ordering. If you don't, you
reason
haven't finished your letter,and lackingthe effect of
that clincher your prospect is going to lapsefrom his
almost
ready attitude back into indifference.
"
"
"
NOW
how
star
can
salesman.
somethingto sign.
complete save
he has made
you
get him
you
How
He
only for
it for you
to act ?
Go
back
does he do it ? He
to the
givesyou
lays before you an order-form
your signature. Note how easy
to order
:
he does not
ask that
hunt
up a letterhead and draw up an order of your
He has the order all printed and there within
own.
your
easy reach.
Just apply his idea to your letter. Give the man
to sign. A post card filled out, addressed
thing
some-
and
ready to mail, a coupon that simply awaits his name
little easy-as-lifting-your-finger
act to do that
some
or
makes
answering almost automatic.
There
about
is something marvellous
the tempting
"
of the little blank form that
power
when it is rightly
employed. No man
another
awaits
your name
likes to be coerced
signinganything. He balks when the
tactless salesman
shoves the order before him
literally
and attempts to force his signature. Force instantly
finds the touch-button
of his antagonism.
by
But
subtle
watch
into
the clever salesman
influence
of the
who
has
waiting order-form
learned
the
itself. He
ELEMENTS
76
Dear
Weak
OF
have
We
received
too formal
as
prices
our
Princeton
as
you
ready
advise
reply
the
of
pleasure
the
to
letter
ing
havdressed
ad-
we
and
about
weeks
two
ago,
if
received
that
ter,
letyou
the
which
ed
mailcatalogue
we
tine.
same
If
trust
we
so,
and
of
superior
quality
the
at
that
had
not
a
to
you
to
ask
well
as
pause
you
Lacks
interest
LETTER
Sir:
and
we
THE
Piano
have
interested
so
Player
insure
to
order
when
are
your
you
to
the
purchase.
alogue
catIf, however,
and
letter
did
reach
not
kindly
you,
and
will
we
post
duplicates.
ue,
We
anxious
to
secure
order,
your
want
to
continually
annoy
you
with
a
of
letters
such
stereotyped
as
sent
are
generally
out
by factories
selling
their
other
words
by post--in
products
we
do
not
conclude
that
cause
beabruptly
simply
kind
write
were
to
enough
us
you
Apology
do
yet
injures
and
weakens
appeal
are
not
lot
relative
obligations
to
to
after
that
matter
our
and
Why
as
regret
we
have
you
Player
is
when
you
favour
will
you
the
over
will
decide
best
that
the
for
ready
are
never
ever,
how-
trust,
gone
the
us
under
are
you
We
us.
with
your
have
any
to
chase,
pur-
order,
cause
to
no
jections,
ob-
it.
In
More
the
we
weakening
apology
that
of
you
that
will
you
know
thould I?
buy
carefully
very
Princeton
money,
goods
our
meantime,
will
post
if
you
you
have
now
and
of
illustrations
then
and
each
of
descriptions
as
styles
we
them
the
place
on
that
market,
will
feeling
be
ed
interestyou
in
the
latest,
up-to-date
styles,
even
not
be
in
though
immediate
may
you
an
our
new
need
of
then
Again
yourself.
thanking
you
Very
This is an actual letter used
because
up series. It is poor
as
for
the
truly
the fourth and
is it
inaulry,
yours,
last in
a
follow-
not
only
entirelylacking in
qualityor price,but throughout it takes entirely
that of a continual
attitude
the wrong
apology for taking the
prospect'stime, for annoying him, for followinghim up at all.
This invariablyplaces the writer in a bad
position,for instead
want
reader
to
it
makes
him
of making the
feel that his
buy,
order is asked merely as a personal favour.
Now
the rewritten follow-upletter on the same
note
tion.
proposiWithout
a suggestion of apology, it goes
straightto the
argument
as
to
"
THE
CLINCHER
77
OF
ELEMENTS
78
LETTER
THE
placesthe order before you but he
tempting. He talks not the order
and
pen
signyour
because
so
goods
he
you
the
want
you
do
name
but
when
And
needs.
but your
name
your
lets it do
on
own
the
goods,not
pickup your
you
your
its
initiative
own
sells.
beauty of all this is that the clever salesman's
fitperfectly
ship.
methods
into the scheme of paper salesmanBuild up your interest,
argument, persuasionand
the
Now
then, when
and
inducement
you
have
your
prospect
"
I will buy," do as the
convinced, almost ready to say
salesman
does, make it easy for him to decide, literally
lay a waitingorder-form
Refer
him
the form
"
to your
before
little business-getting
supplement
Simply tell him
card, or coupon.
or
him.
what
to
the result will be ; say, " You
do this and
And with perfectself-assurance that
will do that."
what
do and
we
whatever
he makes
move
will be of his
choice,your
he
easy that he can't resist,
will find
man
will
own
orderingso
sign and post to-day."
"
for example, how
simple
NOTE,
makes
Merely sign the last
ordering
page
the booklet enclosed
to
an
act
one
firm
"
:
and
this kind
and
pin
a
15 /-
postalorder
it
"
post to-day."
There
and
"
of
two
are
:
it must
essentials to
a
successful
clincher
of
givethe reader somethingeasy to do,
clear. Virtually
your offer is a contract
should be so simple,its conditions
so
it must
be
its terms
for
eminently fair,that the reader can find no reason
not acceptingit.
These peopleexemplifythe idea perfectly
when
they
Simply pin a 15 /- postalorder to this letteras a
say :
and we will send the book by the return of post.
deposit,
"
79
ELEMENTS
80
Look
the. book
"
There
this
are
LETTER
the
you don't see
every page, write a post card
in almost
will return
we
THE
carefully.If
over
money's worth
and
OF
15/-.
your
conditions attached
no
restrictions,
no
to
offer.It is open to every reputablebusiness man
the first
edition of the book is exhausted.
acts before
your 15 /- to the letterand post to-day"
who
Pin
Could
find
anythingbe plainer? And could a man
for not acceptingthat offer ?
one
good sound reason
Here is another :
Simply send 12 /- with this letterand
not afterlunch, for thingsto be done after
post it now
"
"
lunch
beforeyou,
risk.
my
way
go,
by
set
Of
the hundreds
"
and
me
at
the
sure
goods
of your
to such
unnumbered
variations
are
uses
the idea
admirably
:
factoryis working
behind
this letteris
post it to
will be
but you
typewritercompany
it says
The
when
now
prepaidcarriage."
there
course
when
"
by
A
But
enclose your money
in it and
And
then the orders may
come
immediate
closes.
done at all.
oftennot
are
to the limit at this time and
going to hold
the machine
have reserved foryou a few days longer.
we
After that we may have to use it to fillanother order.
Sign and send us the enclosed form to-dayand let us
placethe machine where it will be of real service to you.
it is covered by a guarantee that protectsyou
Remember
turn
against disappointment.If you dorit like it,simply reit and we return your money"
we
are
orders
on
But
now.
be
simplerthe order
THEcoupon
of
dozen words
to
a
story.
If
no
money
post card
we
are
signed the
can
is to accompany
better.
A
often tellthe whole
the
reply,an
bearinga printedrequest
dressed
ad-
is best of
ELEMENTS
82
OF
THE
LETTER
you can't givethe reader something to sign,do the next
the man
easiest thing. Note, for example, the way
winds
for
typewriterribbons
solicits my
who
up
re-
hiking:
"
trial will convince
A
them
you'llsave.
shippedat once ?
the
and
up
A
him
not
in motion.
reach
sooner
have
you
them
send
packed
"
is the antithesis of
climax
gets the reader
the
and
Why
more
good
makes
you,
It
procrastination.
It telk him
for his pen,
what
to do.
sign,seal,and stamp
It
his
order.
The
clincher is the
only kind
of close that
makes
a
something to
bringresults. Give your man
signor at least givehim something so easy to do that he
can't helpdoing it. Tell him how and what to do and
to do it to-day. Try it and you will find your salesThe
letters picking up the shekels like a magnet.
the propositionto
clincher's purpose is to nail down
sales-letter
the
prospect, here and
The
PUT
now.
Present
into
your
Task
letter,every
your undivided
graph,
para-
and focussed
force. Concentrate
your thought upon
it,undiluted with the worries of the
past, unaffected by anticipations.
Give
it
"
and
each
then
problem your
forgetit.
best. Finish
J
HI
MAKE
A
TO
HOW
A
Part
PERSONAL
MESSAGE
"The Man-to-Man
WRITING
Message
letters
isn't
mulas
reciting for-
conjuring
talking on paper.
nor
It is
LETTER
with
words.
catch-
follow
the old precedents
can
Anyone
of correspondence. Anyone
load letters
can
with
the useless phrases and
sions
expresof antiquity.
can
string
Anyone
and
courtesies
together custom-bound
conventionalities.
But
the
who
jolts himself out of
the rut, who
puts things straight from
the shoulder, who
dares to be original
makes
his letters pull.
man
"
Don't
stick
tradition.
Give
to
sales.
Be
your
carry
to
moss
natural.
letter
and
a
grown
usages
Be alive.
man-to-man
watch
the
of
sage
mes-
result
in
CHAPTER
XII
News
Value
impression that you want your letter
-"it to appear
a
as
invariablyto give you want
to-day
product, a strictlylive, up-to-the-minute
is
npHERE
one
"
"
"
from
communication
one
that
way
any
other
What
the
If you
can
that
attention
world
tell
a
has
a
and
has
business
better
is
than
wanted
world
is
since the
ginning
be-
exception.
man
something
something new, particularly
relation to his business, you can
get his
interest.
letter,give it
it this liveness
and
wants
The
news.
there
And
value.
give it news
"
is
give
can
you
to another.
man
one
a
Put
sales-twist
the
and
no
information
into your
of it a
make
can
you
correspondence asset.
News
used hi sales-correspondence
is of two kinds.
as
take some
live public topic a good piece of
You
can
"
newspaper
man
that
addressed, and
help to
letter
news
sell your
news
and
up-to-dateness.
own
you
know
give it
goods.
it makes
must
an
to the
application that
That's
your
be familiar
paper
one
brand
talk
will
of sales-
bristle with
VALUE
NEWS
86
Or you can
tell your prospect something that is primarily
of interest to him and to you.
Ordinarilysuch
is pretty close to your own
business
it is news
news
"
that
originateswith
because
you
or
with
your
trade, and
it
about
approach a man
tactfully
his business you
responsivechord.
The sources
that you can
of news
limited only
use
are
by the keenness of your eyesightand ingenuity. The
first kind you will naturallydraw
mostly from daily
and trade publications. Often some
local event can
be exploited.
scores
when
you
wake
a
manufacturer, for example, used
WATCH
A
idea when
the
he wrote
something like this :
One
of the last things that Commodore
Peary did
beforesailingon the expeditionthat found the Pole was
Could you imagine,
watch.
to purchase a
as
a
a
stronger testimonial to the
perfect
timekeeperunder all climatic conditions ?
"
"
There
human
is news,
interest,and
an
abundance
of
proof in a reference like that. It makes the letter live
conviction
to quality
as
primarily,but it carries more
than could volumes
of argument.
be pressedinto service by any
News
of this kind can
is the
who
sells his goods through letters. Here
man
way a retailer with
local disaster :
a
"Dear
last
Sir
Monday
:
"
a
clever turn
of mind
made
use
'
doubt you read in the Evening News
that the residence of Mrs.
Findlay,
No
of
'
on
destroyed
by fire. The firewas caused
by the explosionof an oil stove which Mrs. Findlay was
In attempting to extinguish the
using in her work.
flamesMrs. Findlay ivas badly burned on the face and
Chester Street,
was
MAKING
86
Everythingshe
hands.
wiU
reach
"We
a
gas
TALK
LETTERS
owned
was
burned
and
the loss
"400.
simply want
range
to say
this would
not
Findlay had had
happened. A gas range
this: If Mrs.
have
is
Now
safer,and much cheaper than an oil stove.
the time to buy your wifea gas range and make her work
a
pleasureand eliminate all chances of such an accident
Mrs. Findlay"
as
befell
Accounts
of injuriesand deaths through accidents
be used to good advantage in accident and life
can
letters. Burglaries,
local ones,
assurance
particularly
ware
make
strong appealsin letters from locksmiths, hardbank
and safedealers,burglary-insurance
men,
News items regardingimpure water can be
depositmen.
sand
made
of by the dealer in filters. There are a thouuse
for the retailer or any other man
to
opportunities
Use the opportunities
make
his letters live.
which
other peopleneglector overlook.
this man
who wants to sell a corNotice how cleverly
respondence
makes
of a subjectthat is on the
use
course
public mind :
During the recent labour troubles that have thrown
the country into a turmoil,many
have published
newspapers
statistics on the estimated number
employed in the
various classes of business affected.But nothing was
In
said about the mail-order business being affected.
this branch of business there seems
to be no
set backs
is
"
"
it thrives under
mail-order
the most
business
adverse
circumstances.
The
to
of the most profitable
fields
is in the air
The mail-order spirit
enter.
almost
can
we
to stand idlyby and allow the
feelit. Are you the man
opportunityto learn this business pass without finding
out what the mail-order business has in store for you ?
is
one
"
It is not
a
hard
business to break into and
the
remunera-
NEWS
VALUE
tion is much
largerthan
book-keeper.The course
telling
your
will have
you
something about
man
interest to him.
puttingon
dealer
news
It may
the market,
the
be
model
new
a
of
matter
goods that
your
a
as
to be your
reporter. After all,it is simply a
own
newsy
you could hope to make
I have, etc.,etc."
other kind of
THE
ON
87
is of
are
you
service you can
give the
be simply advice as to
it may
a
new
Again
coming fashions or a suggestionas to the best method
turn
handlingcertain goods. If it is given the news
or
user.
gets the interest.
Here, for instance, is a newsy
of
him
sackingto
Dear
hours
few
retailer.
business
to
spare,
wouldn't
coal dealer in your
forcoal and coke sacks ?
Next
"
will need
is
Please write
sizes.
you
with whatever
with his customers
followingup
can
not
to know
use.
try
to
get his order
She
or
in this line."
uses
the post to
for the manufacturer
his trade, it is
every-day work
wants
and
telephone
to
you
a
catalogue,showing all patterns
us
if your dealer cannot supply
want
you
the retailer who
need
it pay
have
you
sacks.
new
latest
our
and
You
quietand
before
delivered
supply of fuelwill be largely
and
of the summer,
during the remainder
men
Here
For
it gives
winter's
to residences
the coal
is
town,
every
"
It is good because
probably has not thoughtof
value :
all,it has practical
Sir :"When
it
turer
manufac-
a
idea that he
an
and, best of
"
a
letter from
of
far to
go
or
your
what the
is
news
find it.
that
Pick
keep
or
grocer
most.
of your
housewife
it out
paper. Every
shops have that is new
a
wholesaler
counts
trade
glad when
in touch
writes
that she
her
this
:
MAKING
88
"
LETTERS
TALK
consignment of that delicious white plumed
first
it
and althoughit came
a long way,
celeryarrived to-day,
beds.
it leftthe celery
is just as crispand freshas when
Please 'phone 72 Gerrard and we will be pleasedto supply
all your requirements
at 5d. per head."
Advance
notices of coming stylesare especially
good
The
for
news-items
she will be far
her
than
she
a
if she gets them in a letter
impressedwith the shop that writes
and
woman,
more
would
ever
through reading them
advertising.
newspaper
One store managed this matter
very
in its
effectively
by
of lady customers
to its Paris
sending a list of names
buyer and having styleletters sent from there direct.
The
novelty of getting these personal letters from
abroad
combined
with the actual news-value
brought
results.
WHAT
you
to other
news
way
a
doing
"
Dear
"
laundryman
work
Sir
You'll
that
some
consider
is,unless
just common
thingsmay be
people. For instance,here is the
makes
news
out
of his methods
of
:
:
oftenfindamong
are
scratched
or
your new
blistered on
laundered
the
seam.
collars,
(That
do your laundrywork.} It is not a necessary
evil,either. The explanationis simple. The seams
of
we
or
double-fold
wing point should be evenlydampened
We
beforefolding. Otherwise they blister or crack.
have a machine
to dampen those seams.
It must dampen
evenly,for it does it with mechanical precision. So you
will get no cracked collars back from us.
Please 'phone Holborn
427, and your laundry will
be readyfor use whenever you want
it"
a
"
MAKING
90
LETTERS
TALK
comparativelylittle to buy ? Such an ideal home can
local
thoroughlyrespectable
only be obtained from some
to lose and
nothing to gain by
firm who have everything
and where cheaptakingadvantage of your inexperience,
ness
hand-in-hand
goes
with
honest
value
and
lasting
workmanship.
"
Such
firm (and I
a
it because
say
I know
it is
true)
is the Blanktown*
logue
Furnishing Company, whose cataFurnishingGuide I have the pleasureto enclose
If you would take the precautionof paying
and
herewith.
a
visit to
our
what
much
a
than
money
very much
showrooms
any
better home
London
obliged
ifyou
In
your
at
enclosed, and
terms
interest will you
Yours
keep this matter
throughthe letters
Althoughyou may
run
for your
reallybe
would
with
do this ?
respectfully,
of news-value
that
in mind
to your
come
have
never
E.
DASH."*
when
desk
information
live-up-to-now
"
you
row.
to-mor-
stopped to analyse
who tells you
it before you will find that the man
who throws into his message
the man
new,
bit of
call,
our
compare
those of other
A.
Just
'
intended
your
our
for yourself
see
sell you
We
should
'
and
once
can
we
house.
using the invitation card
our
prices,and
furniture,
firms.
would
you
that
man
thing
somesome
gets your
interest.
an
Every business
appealfor the
has
man
consideration
The
of news-items.
medium
the value
of this method
cuttingbureaus
In the smaller
*Mr.
Dash
the
opportunityof making
of his wares
throughthe
big citystore is realising
of introduction
and
the Press
the direct result.
as
benefiting
it is possibleby means
of the
towns
are
trades
as
the Blanktown
Furnishing Co.
NEWS
"
VALUE
91
"
Local
Happenings column in the papers to keep in
all local movements
touch with practically
whether it is
a wedding, a concert, a birth or
a death
; each item can
be utilised by the business man
cateringto the nature
of the event.
Put
yourself. You will find news
making your dull, dry correspondencesparkle with
life. You will find it givingnew
pullingpower to letters
that have been going to the discard.
element
into a business letter does
Putting the news
not necessarily
mean
introducingtopics which appear
in the dailyor weekly newspaper.
It justmeans
putting
into the communication
something which you could not
It means
possiblyhave put in yesterdayor last week.
giving the recipientsomething to think about that
would
not have been thought about yesterdayby any
of your
the idea to
use
rivals.
Human
Interest
great result is only the fusion
But all
perfections.
the rightelements of a good letter make
only conglomerate,unless they be fused
in the fire of universal living. They
of many
small
fall short,until
ground
of your
they touch
day's work
the
common
and
mine.
CHAPTER
XIII
Personality
YOU if
as
all the
good
to
a
your salesman
well entrust
might
And
have
may
such
it is the
a
proposalthat speaks for itself,but
has a colourless personality,
you
to
your message
pale individual
in the
same
into
sales-letter.
letters
your
you
If you
must
expect
put
egotism, but
not
"
for
man
will do.
magnetise your prospect'smoney
touch
straw
a
a
sonal
peryour
honest,
personal conviction, interwoven
thoroughly into your customer's
personalitythat
own
feels that
you.
This
It
you
understand
him
that
is the subtle effect of successful
unties
letter goes
the
wallet
strings where
into the basket.
exaggerationbreeds
It creates
distrust.
the cold, serious,matter-of-fact
deaf
and
ears.
And
this is true
"
It
he
he understands
letter-personality.
the
custom-made
confidence
gets the
business
communication
because
so
the
where
where
falls
letter with
on
a
from
different."
It stands
its
out
personality is
in a crowd.
stereotypedcompanions like a strong man
Letters
that
really have a personality are orderinto
gettersbecause of the two elements that are woven
PERSONALITY
them
the
"
93
attitude
man-to-man
thought and expression.And
in
of
originality
these elements
part of the letter
every
and
found
are
salutation, body, close,
"
signatureand postscript.
be remembered, however, in this matter
IT SHOULD
of approach,that sales-letters
of two
distinctly
are
kinds
the
"
unsolicited
letter and
In the firstyou
audience
own
;
your
must
the
reply to an
yourselfand
announce
in the second
at
come
you
quiry.
en-
win
the
buyer'sinvitation.
Naturallythe
winning
"
before
firstsituation demands
can
you
the reader's attention
get down
the other instance
you
make
once.
your
But
offer at
though
even
first time, there is
and
there is
him
about
Look
Talk
his
would.
and
at
about
own
no
no
surer
to
a
reason
What
of
"
proposal. In
the preludeand
want
you
for the
take
the
is his interest,
gettingit than talkingto
himself.
propositionfrom his point of view.
your
the thingshe is interested in. Talk to him in
words, his phrases. Express your ideas as he
Make
your letter a personaltalk, full of life
action.
If you are tryingto sell a man
talk about your boots until you
too, how
NOTICE,
gets your attention
this way :
"
Dear Sir
"
interest
approachinga man
why you cannot
are
way
and
inaries
prelim-
business
glideover
can
you
attitude.
man-to-man
certain
a
pairof boots, don't
have
manufacturer
a
mentioned
his.
of motor-cars
from the start when
he writes
:
I wonder
how
near
your
ideas and
mine
would
agree
MAKING
94
in the selection of
would
year
year'stime,
last year'scar
one
less than
"
it cost
I built
finished
"
to
not
I
As this
Every
out
always able
am
a
to
firm here for little
business
runabout
two
over
took
car
that I
car
suit you.
because I wear
this year, which was
ago, and I used it for
car
weeks
day when a friend offered
regularprice,and I let him
the
a
would
because
a
if
me.
new
little
a
just one
than
a
but
and
car,
"
sell my
TALK
runabout
a
build for my
own
use
I build a car for myself
in
car
LETTERS
so
well and
"20
me
have
everyone
for it
more
it.
seemed
to like
I
it so much,
immediatelyarrangedto get out a number
of special
and they
jobs under the same
specifications,
are
now
nearingcompletion. One I am going to use
myself,and I am going to give you an opportunityto
get
of the others."
one
Thus
the
proposalgoes swinging along naturallyto
close that
strong a
so
in the market
for
I must
the letter if I
answer
am
at all. He
compels my interest,
a quickappreciation
attention,and inspires
has to sell,by talking
if I were
in
to me
as
excites my
of what he
a
car
his office.
Of course,
be
to
qualified
You
same
kind
of the
appeal to
another
of
this man-to-man
element
co-ordinate
wouldn't
with
calibre. The
tions.
condi-
Green,of Camberwell, the
ton,
preparedfor J. C. Chester-
Manor, Ashford.
man
the necessary
write Bill
of letter that you
one
of the letter must
The
letter which
well annoy
a
class of trade,first,
and the
might
very
be
would
man
of
manner
weighed in the
writer's mind.
In some
businesses it is a good thing
to put
into a letter ; in others,the first thing
snap
to be avoided is the possibility
the susceptiof offending
bilities
of prospective
those
customers, more
particularly
prospectivecustomer, second, must
"
"
PERSONALITY
who
customers
with
to
regard all
trader's
epistles
suspicion.
Don't
the world
employ language
any business letter in
few touches, be made
adaptableto
abasement.
Almost
by a
capacity of a working man
of
and
to the other extreme
run
savouring of
the
apt
are
95
can,
or
the culture and
ing
breed-
suggestionof familiarity
when
dealingwith a good class of buyer, but do not
allow this precautionto stultify
arguments.
your selling
It is not necessary and it is not good business.
aristocrat.
an
Avoid
element
letter unconventional
personality
expression usually follows if the
writer reallyestablishes his man-to-man
relationship.
But there are certain divisions hi the letter where positive
efforts must
be made
to avoid a slavish following
second
THE
of the
"
"
of custom.
is this true when
an
Particularly
enquirysolicits your
reply. State your case from the start and, as you hope
and
strive to be natural,avoid
the old formalities.
"
introduction with its " We
beg and
average
"
"
Pursuant
is as useless as a third leg.
to your request
herewith " take up the
Such expressions
Enclosed
as
lutely
reader's time, detract from the main idea,and are abso-
The
"
might just as well attach stickers,
This is a
sayinginanely, This is an envelope and
sheet of paper."
If you ask a salesman
for priceson his best hurdythat he would clear his
gurdy or what-not, it isn't likely
foolish. You
"
"
throat, hitch up his trousers, and
into
a
teenth
seven-
he wouldn't.
century prelude. Of course
snap out something like this,and skirmish
would
sale
launch
"
"
:
We
have
three
He
for
one
stylesof hurdy-gurdys,
a
at
MAKING
96
LETTERS
Dear
Sir:
door
only
when
it
TALK
Opportunity
Use
of
out
worn
knocks
figure
drudge,
pittance,
be
must
his
at
otherwise
ready;
he
'but
himself
his
opportunity.
man's
a
prepared
door,
and
answer
is
largely
along
daily
trudging
the
awaiting
to
blame.
a
to
cones
He
once.
a
failure;
on
with
end,
did
He
not
a
mera
no
one
grasp
Get
out
and
of the
rut
into
field
of
and
thus
greater
knowledge,
be
to
prepared
inaura
command,
even
yes
income.
Business
larger
a
men
are
ing
comthe
to
value
recognise
of
better
a
of
knowledge
existing
of
conditions,
ganisation
orand
systematisation.
The
without
factory
fear
expert
safely
may
of
contradiction
be
said
the
to be
ness
BusiAdviser
of
He
assists
today.
in
the
of
and
much,
a
organising
business,
if
the
not
of
the
of
success
greater
part
Too
a
general
Directness
entirely
lacking
the
manufacturer
wisdom
and
the
of
the
tion
business.
argument
cost.
book
is
is
expert
an
Till
just
out
on
book
has
not
ths
of
scope
of
the
writer.
desired
will
char
Weak
be
Awaiting
close
we
is
Here
a
letter that
personalitythat
then
in
an
been
work
and
Very
truly
our
get
Organisation".
ly
complete-
latest
and
explains'
Qualifications
further
Any
information,
cheerfully
given
on
quest.
rethe
of
ply,
rea
courtesy
are
is full of
is not
incidental
yours.
and
generalities
entirelymisses
it
offered
proposition
and
the
and
fully
prospectus
to
nominal
a
"Factory
the
you
extant.
giving
to -day
work
Our
Offer
at
order
your
published
necessary
for
conducting
your
opportunity
yourself
This
up-
outsider
an
your
rewritten
most
to
foresight
longer
no
upon
and
Here
become
or
it
depend
organising
to
you
in
help
explana-
attributed
business
accountant.
But
for
No
be
must
the
mentioned
so
lacking in
individual appeal. The
until the third paragraph
the
way.
ten
propositionis handled in the rewritthe
letter opposite a letter as
personal as a call over
placed
disand
axioms
In
this
second
are
sheet, proverbs
phone.
why the chance to buy is worth real cash to
by reasons
is
of his factory day. He
hour
the particularreader every
dissertaoffered a particularproved opportunity,not general
Note
how
the
book
same
"
MAKING
98
much, another
so
LETTERS
at this
much," and
is interested in sales and
a
lesson from
TALK
so
him, then, and
so
on.
The
man
sales-
Why not take
you.
chop off the hackneyed
are
preface? What is the sense of obscuringthe real issue
useless apology,a request to write,
by a lengthyprelude,
to bedto advise ? Get down
or beggingfor permission
rook and catch your prospect's
attention from the start.
this manufacturer
Note how
to the
goes straight
point in his opening :
"
Dear
"
Sir
Your
:
goods may
leave,the
factoryin
the best
dition.
of conBut how do theyreach their destination ?
Any
goods station is likelyto be over-crowded any day, and
platformsand wharves piled high with freight.
open
Your goods are not favoured they are justas likely
to
be left
And
lutely
absooutside as any.
rain may
a sudden
"
ruin
them.
"
Why not insure your shipmentsagainstrain, snow,
do it
You can
fog againstrust or warp or mildew.
with Andrews'
absolutely
WaterproofWrapping.
Andrews'
Waterproofis made of three things: heavy
and
tough paper, perfectwater-proofing,
reinforcing
cloth,giving extra toughnessand strength.No matter
how awkward
or
irregularthe shape of your product,
will not poke through. And
or projections
sharp corners
your goods will reach their destination as dry and sound
when theyleft
as
your shippingdepartment."
Like a good salesman, this writer launched
into his
subjectwithout prelude or apology.
"
"
of thoughtand expressionis really
ORIGINALITY
than in the
shown in the body of the letter
more
salutation and
close,for there the opportunitiesare
PERSONALITY
almost
limitless. For
of this tiresome
"
Our
where
connections
we
instance,observe the stilted style
long drawn-out
such
are
order with
placeyour
to
you
you the
cars, and we
show
can
99
of our
efficiency
receive the
sentence
to make
:
for
possible
us
righthere in the City,
goods and demonstrate the
hope that justas soon as
will look it over
carefully
as
it
catalogueyou
and make
it a point to call at our
sales-room
and give us
connected with our generaloffices,
you
to show
then turn
And
this from
a
what
you
our
to the
local tailor
which
an
is
tunity
oppor-
will do"
cars
of
ease
refreshing
expressionin
:
cuttingclothes
for the last ten
for some
of London's best-dressed men
in from
run
of our old customers
years and that many
out of town justto get that perfection
of fitthat theyknow
only Henry can givethem ? This is justan indication
to give
men
of taste have in our ability
of the confidence
comfortand satisfaction"
referred to his cutter by
the writer has even
Here
the cutter
The ordinarywriter,if he mentioned
name.
would have spoken of him simplyas an employe1
at all,
"Do
you
know
that
Henry
has
been
.
letter. A writer
all there is
is
BUThas this
into his salutation
injectedpersonality
not
to
half-waythrough his
phrase as, "Hoping
we
are"
is as bad
as
a
letter ends
in
some
such
who
and
trite
from you by return of post,
typed
correspondentwho uses stereo-
to hear
the
expressions
throughout.Both blunt their effect
the prospect.
on
The closing
paragraphshould force the prospect into
action
pressions
not put him to sleepwith such hackneyed exand
as
trustingwe shall hear from you
"
"
"
MAKING
100
"
remain."
beggingto
loads down
knows
LETTERS
Such
letter and
a
that you
he will answer
"
hope
TALK
conventional
nothing.The prospect
means
"
for his business
"
and
trust
"
your letter.
demands
your communication
IPsomething
typicalof life,
post the order
Sign and
a
distinct
close,say
as, for instance
new,
"
baggageonly
:
beforeit slipsyour
now,
mind."
"
"
Just say the word and the samples are yours"
Can you afford
to overlook this when it means
pounds
to you ?
"
Millions
of unread
basket
paper
"
trust
From
ginning
bethey lack personality.
they look alike. They beg this and
"
that.
the reader is
as
It's
"
bored
as
"
do
we
"
"
and
you
above
paper
all,the
"
"D
that
are
on
the
element
and
razor
edge.
hit it with
ripeput
to
prospect,that it is,
"
it to work !
is
buy
Don't
a
until
strained
the office talk
gets the orders.
ESOLUTION
don't
lost
man-to-man
"
with
talkingmachine.
learningthat hackneyed salutations
complimentary closes
don't
your neighbour's
Successful correspondents
are
you
one-record
are
tossed to the waste-
are
because
to end
"
letters
a
whetted
overstrop it ;
brick.
When
it's
on
XIV
CHAPTER
The
"You"
Element
would
probably leap up in burning wrath if,
YOUto-morrow,
ling
could
your sales-letters kindsee
you
hundred
a
morning
fires. At
least you
would
want
why your sales-letters interest only the man
who
empties the waste-paper basket. You might bring
your correspondentsto the carpet, you might question
shot that
and you might threaten, but it is a ten-to-one
when
they couldn't answer
you had done.
vious
If you are to solve the most
perplexingand yet obto
know
fault of your
sales-letters,
you
sit down
must
and
pick apart your paper salesmen. As you analyseyour
correspondence you will be impressed with one fact
that there is too much
in the beginning of the
we
into the
sales-missive.
If you push your investigation
as
we
body of your letters,underscoring each
you
will find that the writer has literally
to it, you
come
peppered his story with the objectionableword. There
is the answer
to your
question.
From
beginning to end, the average letter consists of,
We
have
We
to offer ;
contemplate
so and
so
"
"
"
"
"
"
"
"
"
"
"
MAKING
102
this,and
"
We
"
what
about
by
"
intend
"
We
LETTERS
TALK
to do that.
But
do ? How
"
to you, is
and
"
my
to
concern
is
me
"
do /
care
interests affected
"
? The
regarding ours
you" The never-endingsource
statement
a
are
what
closest
thing
of attraction
me"
thus the
And
correspondentmisses a hearingbecause
he begins talking
about himself instead of
you." For
We are showing
example,a clothier writes me a letter :
the most attractive line of springand summer
woollens
in the city. The cut of every garment is the latest in
styk."
"
"
NOWwantedthat
the
woollens
have
may
the
kind of
I
fact that
is hi this for
me
? How
will it affect
?
if they had
But
what
me
they are showing
doesn't particularly
interest me.
They
attractive line in the city. What
I
most
balance
bank
my
The
to know.
about is,what
care
letter hasn't told
a
written
"
:
Mr.
Smith, you spend "3
of clothes than you should. How can we
and as wearable
prove it ? By making you justas stylish
a suit for"4 as
you have been paying "7 for. You will
look better and feelbetter in the clothes,
and at the same
time you will be saving money."
If they had said this
ah ! that would have been a
fora
more
suit
"
different matter.
to
me
as
For here is a letter that gets as close
desk, that touches my pocketbook,my
my own
business instinct.
"
We have
Again, a manufacturer writes me to-day :
perfectedand are now
prepared to supply our new,
excelsior gas
double-rimmed, rust-proof,
patent-lined,
the peer of them all."
burner
"
When
of
I receive that letter how
production?
I hold
no
does it affect my
stock in the gas burner
cost
indus-
"YOU"
THE
ELEMENT
103
the discoveryof a new
try. He might as well announce
Street so far as my
interests
mud
puddle in Lombard
concerned.
are
But
spend
he had said : " Mr. Gas Burner, you
suppose
10 1- a month more
forgas lightthan you should,
yet in spiteof this
and
brilliantillumination
uxiste
you
gettingthe
not
are
paying for. I can cut
your gas bills in two, give you better,clearer,brighter
And
the whole outlay
and save
light,
you 10 1- a month.
to you will be simply the priceof one
of our new
gas
you
are
burners"
the writer had
Suppose
different,and
somewhat
been
said that ?
to the letter-box with
I
It would
have
probably would
have
order.
Forget
and talk about
needs,
profits,
yourself
at your
desires. Look
propositionfrom his point of
view and he will readilysee it from yours.
hurried
a
money
the other man's
DON'T
with
begin your letter and
"
We."
every
be the
You
may
world, but your reader
your own
himself he is the king of his own
has
so
other sentence
rulingpower
doesn't know
it.
To
little kingdom.
He
thingsto think about, he isn't
are
doing. And yet he is the man
many
in what
in
you
close to if you
interested
you
must
He
expect to get any of his money.
is interested only when he is sure of gettingsome
money
get
himself.
I at
once
became
I received
interested when
this letter :
Retailer:
"Mr.
"
Why
lose
other
"
more
man
the retailer
is it that you
good hard cash throughbad
"
"
are
compelledto
debts than
any
in business ?
Every month you have
scores
of good fat accounts
to
charge up
that debtors
to
bad
refuseto
debts,
pay.
Dear
Sir:
just
received.
to
forward
Accept
Formal"
"our"
the
stock
BOOB
Our
"
styles
thanks
our
We
for
ready
it
course
all
the
the
season's
the
and
leading
fifty
styles
favour
your
of
this
glad
tunity
opporcatalogue
showing
are
a
you
which
we
carry
for
iamediate
styles
Of
"
TALK
LETTERS
MAKING
104
in
Stock
our
use.
impossible
la
which
we
styles
shown,
simply
show
illustrations
to
Bake.
The
of
some
represent
selected
as
sellers
retailers
from
test
hundred
two
our
designed
by
toy
selling
our
force.
Our
boots
are
correct
in
word.
Our
the
oxfords
possess
fitting
qualities.
do
They
the
close
and
fit
ankle;
they
of
"Our"
qualities
at
slip
for
the
at
Tan,
We
Black
and
Our
11
Our
"
of
rital
be
assured
"
you
can
fail
catalogue
present
catalogue
is
coolest
Green,
boot
Red,
something
if
you
full
to
value
to
make
any
style
just
time.
find
for
you
your
that
is
cars
to
money
in
desire
you
forward
the
of
order
your
the
boot
We
will
prepaid
receipt
upon
and
will
strive
price
to
most
satisfactory
Banner.
robs
a
the
"you" element.
particularlywell an
required
illustrated
Toure
Nothing
in
Patent.
Guarantee
of
the
are
them
importance
We
if
Our
they
have
sense
superior
net
gap
do
not
spent.
guarantee
"
heel;
summer.
every
in
a
truly,
Tory
letter of directness
Here is an actual
absence of direct
you
serve
our
the
at
boots
with
so
much
as
letter which
a
because
appeal
lack
of
illustrates
of this
fault.
This man
tries to sell a pair of boots,not by talkingabout
the prospect and his needs, but about himself and his product.
Note the prevalenceof "our"
in every paragraph.
and
"we"
Half
the words
of
this
are
mere
machinery
antique variety,
through which "we accept, are glad,make, strive,"and so on.
The
real meat
the specificwords
that catch the eye" could
be compressed into two short paragraphs.
Then
the same
note how
written
propositionis handled in the reletter. The dealer comes
to the customer's
side,
over
"
just as
a
"
fit.
clever
a
"
That
What
you
stock of boots
So
the
entire
salesman
*s
would, and
' '
right,
he says
,
in to help him ' ' get
calampoor fit is a real ity.
turns
"
a
Js this and this and this and here is a
which you'll find those very
things."
among
letter shows
an
understanding of "your" boot
want
"
Mrs.
puts you off; Mrs.
Jones
and
it goes
so
start
through bad
"
Now
we
Smith
afterseason.
season
with
shop
new
a
"
TALK
LETTERS
MAKING
106
the money
lost
tdls you to wait ;
You could almost
by
local retailers
debts.
pose
suppose we could tellyou how to stop this ; supcould tell you of a simplecollection scheme used
by one retailer in Birmingham that enabled him to make
up
pay
thirtyof his hardest and slowest customers
the many
pounds they owed him.
for penny
penny
Wouldn't you jump at the chance to get it ?
closed,
Now, then, in the book described by the circular enplest,
get this very collection system ; the simyou can
devised
collection system ever
a
most
successful
sive
system that does not requirethe assistance of an expencollector ; a system that you yourself
can
operate,and
the only expense is two or three penny
stamps"
from my
That is the kind of letter that pullsmoney
cash drawer.
The guns of attractive argument and
I
effective salesmanshipare levelled directly
at me.
either get out of the way or stand and take the
must
I buy because
shot.
"you and your collections has
"
"
"
"
"
the
been
attitude
of the letter.
pointed their shot somewhere
interests,there would
budge
AM
I
inch,and
an
not
shown
never
make
have
been
had
concern
in the air of
no
reason
why
foreign
I should
I wouldn't.
interested
in your affairs until you have
And
interest in mine.
some
can
you
believe that you are really
interested in
me
by everlastingly
harpingon
me
up
If this
we.
inquirywith this :
We have your favour of the fourteenthstatingthat
advertisement of Wonder
tires.
you are interested in our
A
"
tire manufacturer
answers
my
"YOU"
THE
We
describes
and
Wonder
our
107
booklet which
Wonder
enclosingour
are
ELEMENT
tread.
We
illustrates
would
be
very
glad to give you any furtherinformationand our best
tires,
price. Trusting that you will insist on Wonder
we
are, yours very truly."
Now
there
I
continue
having
on
to be
Wonder
manufacturer
"
"
What
I wanted
obvious.
was
sale.
is
we
tire talk that
interest in the deal
a
advertisement, but
spottedletter why
interested,why I should "insist"
tires ?
was
essential to
in the
in that
reason
single
one
I should
interested
was
And
that
appliedto
It
was
from
that
me.
His
that
mine
letter killed what
was
little
I had.
it with this from
Contrast
sell
me
a
would
what a nuisance it is
You know
engine:
to equipa boat and findthat you haven't got this
haven't got that. Beforeyou finish,
it has cost
you
quarter or
"
who
manufacturer
an
to set out
and
a
"
a
third
have
Customers
than you estimated.
What
oftenasked us :
more
'
does
your
'
don't
make
it
Why
complete?
you
we're going to do in future we
are
equipmentinclude ?
justwhat
That's
going to
goingto
'
"
put in everything?And
what's
more,
we're
the
carriage."
He
That
is talkingto me.
knows
boat
man
my
troubles. He's talkingto me in my own
boat-house, and
and sales-argument
I read on through his description
with an interest approaching
fascination,because I feel
from
pay
the firstword
my
TO
that the writer of that letter understands
needs.
successful writer you must talk about your
and his affairs. See that you get the
customer
word
letter.
BE
"
a
"
you
For
in
the
example :
opening
sentence
of your
next
MAKING
108
"
You
make
can
LETTERS
a
TALK
largerprofit
ifyou
sett Duffs
Sugar
Duffs Sugar
than
Your customers
want
if you don't.
and theyare going to get it somewhere.
You
bigprofits
by earlyapplication"and so on.
can
make
The
grocer is interested in this because it offers to
There is no more
hi his cash-drawer.
esting
interput money
he reads
propositionto him than that. When
this letter he
must
decide
whether
he
will order
and
make
stand idlyby while the other
or
good profits,
fellow gathershi the benefits.
And when
of the
ment
elesome
you have injected
you
cultivate the ability
into your letters,
to get over
the buyer's
side and look at your proposition
on
through
his eyes.
A good salesman
the selling
mentions
never
point he emphasizesthe buying point.
"
"
"
You
think it selfish,
but I repeat that the nearest
The nap hand theme with you is
subjectto me is me.
trait as infallibleas a physicallaw.
you. It is a human
may
"
Personal
Will
machine-finished
THE
sale is passing.
Buyers preferto
The
man.
future
letter
Good
successful
deal
dealer
man
to
of the
approach his sales,his
the
writing problems, from
must
-
customer's
It is not
side.
enough to collect to-day's
for your competitoris collecting
profits,
to-morrow's
good will.
IV
Part
r
COMPLAINT,
COLLECTION,
ROUTINE
AND
LETTERS
Sell Satisfaction
OUCCESS
^3
in
sold.
goods
mean
simply
selling doesn't
It
ers
custom-
means
satisfied.
It
bills
means
paid
outside
of
court,
on
square-deal
complaints handled
principles.It means
treating a man
after
and
the
sale
as
well
as
you
do
Irritating back-talk
before.
and
aggravating
threats never
got a good-will settlement
tomer
a
nor
disappointed cusbrought back
tude
attia
slap-on-the-shoulder
;
"
"
drives
But
"
Be
your
trade
away.
courtesy, tact, open-minded
disarm
antagonism,
bring
back
fair.
Aim
goods
will
melt
ness
fair-
tion,
opposi-
business.
to
sell
and
satisfaction,
sell themselves.
CHAPTER
XV
Collecting Accounts
ia
IT that
thing
one
induce
to
he wants
give up something
to
vital
difference
that
between
to
man
a
quite another
it is
;
by Letter
he
something
to induce
sales and
him
lies the
Therein
wants.
the
take
collection
the
letter.
The
sales-letter writer
article in such
an
reader is
writer
He
willingto part
a
man
to
he
he has
pleasant task of
alluringway that
the
an
his money
to
of the collection letter,on the other
persuade
which
has
would
knowledge of
do
human
his money
give
up
in his
already has
already,in part
who
with
at
hand,
an
must
article
possessionand from which
least,derived his profit.
this must
nature
it. The
own
for
presenting
the
that
bring into play
will enable
him
a
wide
to
use
rightplace. The common
division of debtors into three classes
good, slow, and
bad payers"
is true enough so far as it goes, but the
the two
problem is not so simple as that. Between
of good and bad paying debtors, there are a
extremes
thousand
of many
differgradations,representingmen
the
wise
argument
in the
"
characteristics
ent
an
Each
circumstances.
presents
individual
problem.
Recognising this, collection
and
more
to
more
strict adherence
of
house
a
or
are
commercial
cases
to the
where
of
small
the
course
an
business
there
of form
use
to
selling
one
are
no
if any account
is not
forms, the wise collection
the
forms, and
letters. In the handling
in
mail
order
accounts,
as
consumer
on
economic
necessity; and
always be used
also
But
discard
are
coming
managers
element
of danger in a too
the
see
great many
plan,they
a
and
a
the instalment
they will
specialconditions
fullycovered by
manager
to
in
be met.
the
will not
in
regular
hesitate
give personal attention
to
to
the
or
the
account.
kind of letter is used"
the form
WHATEVER
individual letter
the writer's first
is
care
"
to
give
the
right tone, dignifiedand firm, yet considerate and
friendly. Getting this right tone into the letter is
of getting the right perspective on
largelya matter
what
customer's
relations and
his obligationto
your
you reallyare.
It is a mistake
to look upon
a just debt
as anything
but the strictest business obligation.The customer
has
bought the goods on certain terms and has agreed to
Especially bad is
according to these terms.
pay
the practiceof asking for payment on the ground that
your firm is hard up. The moment
you write to a man
in this way
thereby put yourself in the same
you
class with
debtor, and you suggest to him
your
new
excuse
that he may
put it this way :
Prompt payment
"
possiblefor us
of
to sell our
not
have
used
before.
a
Rather
makes
by our customers
cheaply. When
goods more
it
bills
our
COLLECTIONS
112
AND
COMPLAINTS
the date due, we don't
on
regularly
make
allowance for extra interest chargesand
an
pricesto cover the amount.
percentageto all selling
by the low prices."
benefit
have to
add
a
You
while it is necessary
that you regardthe debt as
strict business obligation,
it is equallyimportantthat
But
a
in
comes
money
consider the debtor
you
first of all
as
a
A
customer.
trade is valuable to you until he has shown
ignoringof your requests for settlement
persistent
customer's
by
a
that he cannot
Under
does not intend
or
those
circumstances
in making
justified
a
sterner
his billsvoluntarily.
his business
in the future, and
desirable to you
Keeping the
to pay
demand
is not
you are perfectly
for settlement.
ing
goodwillis a matter of selectthe proper arguments and using the righttone.
It
week-kneed
does not mean
collection policyor an
a
attitude.
It means
ness
making him see the fairapologetic
of your positionand your
readiness to give due
consideration
customer's
to
his difficulties. The
of little personal
for the use
opportunities
give it the tone of friendlyinterest in the
offers many
touches that
debtor's affairs. If you
idea that you
well
as
you
causing resentment.
conciliate a
Now
let
when
man
us
can
make
interested
are
own,
your
collection-letter
your letter convey the
in him and his welfare,as
insist upon payment without
It is these intimate touches that
can
formalities
mere
that not
remember
antagonisehim.
all of these elements
letter ; but they represent
in every
of situations with
methods of handlinga number
appear
the
collection writer
completed letter
elements
given case.
that
is
proved
which
constantlyconfronted.
will consist of
will best meet
a
the
combination
The
of these
requirementsof
any
AND
COLLECTIONS
114
notification is made
succeedingletter
"
and
more
emphatic with
more
each
of the collection series.
letter of
the second
followingis from
The
COMPLAINTS
The
chequeyou were to send
bill of March
12th, has not
series
a
due
for "18. 5s.
me
"
:
on
arrived. No doubt you
your
have overlooked the bill,
or have it pigeon-holed
forearly
settlement."
this letter
In
such
oversightis again suggested,but
suggestionis usuallyfar-fetched after the first
a
letter has been
This
opening
an
unanswered.
from
later letter is still more
a
phatic
em-
:
"
I have sent you
the ".18.5s. on your
past due.
answered
Yet
account, which
have
paid
not
this
sentence
introductory
the notification of how
letter
is
now
lettersabout
months
two
the account
even
or
letters."
my
After
you
and
frequentstatements
proceeds with
or
taining
paragraph con-
the account
stands, the
This
the
collection talk proper.
the different classes of debtors and
with
will vary with
the positionof the letter in the series.
would
not
write the
to the
same
and
bad-paying customer,
suitable for the second
Naturally,you
good-paying and the
the
letter would
not
be the
is received from
response
WHEN
letter requestingpayment by return,
no
in
is justified
force
should
is
ones
are
to
in the fourth.
use
to
that
arguments
no
payment.
to
a
creditor
takingany steps that
be littlemore
need
urgent
an
The
than
explainwhy
next
a
may seem
necessary
letter to the customer
notification of this.
you
are
placingthe
There
account
ACCOUNTS
COLLECTING
in the hands
of
We
have
LETTER
solicitor ; that should
a
the face of it. Write
"
BY
tnade
a
short and
note
115
be evident
on
imperative:
(three)
requestsfor payment of
the
ignored. The
is long past due, and yet you have not even
account
given
us
a reason
why you have delayedpayment.
enclosed
"
We
Each
account.
cannot
carry
paid by
it
we
to
over
have
some
with
this any longer,and unless it is
shall,without furthernotice,turn
you have reason
valid reason
He
payment.
have
you
solicitors for collection."
our
Sometimes
may
one
be
may
the treatment
to believe that the debtor
which
prevents immediate
dissatisfied with
the
goods
or
his order received,but has not sent
complaint. Or he may be in temporary difficulty
owing to sickness,to unexpectedand unforeseeable local
in any
conditions
which
the customer
make
his
collections slow, etc. If
own
the writer invites him to
dissatisfied,
this
his complaint known, and also seizes upon
make
is
opportunity to impress upon him
always to givecompletesatisfaction
In the second
case,
the
desire
firm's
to every
customer.
the collection writer asks for
a
frank
to make
willingness
any reasonable arrangements to help him.
Here is the way one
tion
correspondenthandled a situa-
and
explanation,
of this kind
declares the firm's
:
"
// there are any valid reasons
why you are unable to
meet this obligation
at the present time, letus know at once
When
knoiv justwhere you stand,some
what theyare.
we
settlement satisfactory
be made."
to us both can
When
next
such
sent to
are
inquiries
procedure will depend upon
If he answers
with
response.
that is adjusted,
the chances
some
are
the customer, your
the nature
of his
justcomplaint,and
that he will settle the
COLLECTIONS
116
bill and
thus
he has met
AND
COMPLAINTS
close the transaction.
If he writes that
with
that he could not
temporary reverses
have foreseen,the next step is to suggestsome
way out
of the difficulty,
such as to take his note with interest ;
ments
instalto ask for part payment or payment in regular
; or to offer to take back the goods and cancel
the bill. A typicalparagraphoffering
of these
one
follows :
suggestions
"
we
Since you
will let you
unable to pay the whole
settleforthe rest with your
are
bearinginterest at 6%.
can
pay
now.
at the same
Send
us
ofyour billnoiv,
personalacceptances,
the "75 which
you
For
the remainder, "150, you can send us
time one bill payablein sixtydays ; or two
bills
three
equal in amount, payable respectively
; or
and
in thirty,
equalin amount, payablerespectively
sixty,
ninetydays. Choose the plan which suits you best. This
arrangement will helpyou over your presentdifficulty."
appealthat will reach many debtors
AN suggests
the bad effectof non-payment
on
or,
In other
is
one
that
ness,
their busi-
the good effect of prompt payment.
conversely,
words, it makes
the
man
think
of his
own
loss
gain. In this case, the suggestionof loss is usually
more
emphaticthan that of gain. His guiltyconscience
unless it is hardened
will reinforce
by long misuse
the appeal. The loss that is suggestedmay
be refusal
of future credit by our firm, the damage to his credit
with other houses, the loss of financial standingin his
community, and similar matters of vital importanceto
or
"
a
"
business
"
You
One
man.
firm writes
:
clear. The
keep your credit perfectly
onlysure way to do this,as you know, is to pay your bills
promptlyas theyfalldue. Any delayis liable to cause\
want
to
ACCOUNTS
COLLECTING
bad
a
rid
which
impression,
you
will
BY
LETTER
117
to get
findvery difficult
of later on."
Another
"
firm
uses
this
:
settlement of this account
in an
a
effect
to it would not
Giving publicity
easy and amicable way.
helpus, but itmould certainly
bringdiscredit to you among
your friendsand neighbours."
This last letter contains not only an appealto his loss
in his business relations,but also one
to his personal
pride.
that by
Then, again,the suggestionmay be made
himself annoyance
and trouble.
paying he can save
of gettingmore
This may be the annoyance
"dunning
We
desire to
"
or the trouble and
letters,
expense of a lawsuit.
this suggestion
becomes
In the final letter of a series,
definite
a
that
statement
legalproceedingswill
be
promptly begun, as :
This is our
finalnotice,and should we failto hear
from you within ten days,the matter will be placedwith
"
solicitor with instructions to take any
to effect
a quicksettlement."
our
A
NOTHER
"*^up
at
which
once.
element
of the collection letter is that
urges the debtor "to do it now," to pay
Some
themselves
with an
writers content
urgent request for prompt payment
this matter
your
immediate
letter. Just
to
"
"
"
; or
give
Send
us
to-day." Others go
for making the act of
"
example, Don't bother
pin your cheque to this note
; for
Please
; as,
attention
cheque or postal order
your
further and suggest some
means
paying easy
stepsnecessary
to write
and
a
post it
me."
The
"
"
easy-to-pay methods
have
the
advantage of
COLLECTING
118
ACCOUNTS
BY
LETTER
minimisingthe actual physicaleffort needed to make
the payment. They are effective because they forestall
man's
easy
taken
inclination to put off a task unless it is made very
In this respect the collection writer has
to do.
over
of the devices of the advertisement
one
sales-letterwriters,who
return
and
coupon
long recognisedthat
the return
valuable aids in
most
have
post card
are
the
their
among
gettingreturns.
letters
instalment
COLLECTION
from commercial
letters chiefly
in
on
is
and
differ
accounts
that the chase
puris frequently
singletransaction and there
little probability
of future business.
For this reason
the sales element is largely
ment
lacking.Reason for settleand
must
two points the buyer'shonour
run
on
his obligation
to abide by his contract.
The prime aim is to prevent the debtor from getting
a
"
behind
hi
unpaid,the
three
than
more
one
When
is doubly difficult to
amount
accumulate, some
offer is almost
instalment.
action
summary
remain
and if
collect,
"
or
to make
absolutely
necessary
two
cash up
the account
"
profitable.
Because
all
instalment
buyers on
are
propositions
uniform
a
basis
usuallysold
to
payment, form-letters
or
be used far more
may
work. In fact,debtors
may
be
so
will meet
extensivelythan in commercial
and their degreesof indebtedness
classified that a series may be preparedwhich
almost
any objectionand apply to nearly
every situation.
One
collection
three
been
classes
"
those
made, those
made, and those
has
man
on
on
divided
which
on
which
which
stiJUoutstanding. For
only
more
one
than
payment
half have
into
has
been
is
very small amount
class he has prepared a
only a
each
his accounts
ACCOUNTS
COLLECTING
BY
LETTER
119
series of five letters and
they have been so carefully
developed through experiencewith instalment buyers
that they are in a vast majority of instances as well
suited as a personally
dictated letter.
It is customary among
houses doing an instalment
business on a monthly basis not to begin a strictly
lection
colseries until a copy of the monthly statement
has failed to bringa response.
marked
Second Notice
If fifteen days pass after this second notice without
a
the debtor's
reply,the first letter should be sent calling
has probablybeen
attention to the fact that the amount
It is
immediate
attention.
overlooked and requesting
not a bad plan to pointout in this letter hi a courteous
the importance of keeping these instalments
paid
way
One house follows its request with a
up promptly.
paragraphsomething like this :
Perhaps you have overlooked the factthat in signing
this contract you agreedto send us a remittance regularly
has been paid
until your account
each month without fail,
the agreement, and we have
in full. This, however, was
naturally planned on receivingthe payments in this
"
"
"
manner.
"
convenience
certain that foryour own
feel
to adhere to
findit more satisfactory
We
allow
two
instalments
more
or
to send
the whole
us
this
plan,for ifyou
to accrue,
amount
in
you will
and
are
pelled
com-
remittance,it
one
it if you
We shall appreciate
prove inconvenient.
will settlethe overdue payment at once, and see that future
may
instalments
reach
us
promptly each
month
as
theyfall
due."
If
a
a
reply as
within
more
letter like this does not
courteous
ten
why
to
or
fifteen
urgent in
tone
the
payment
has
days,a
second
should
be sent.
bringat
not
letter
been
least
made
considerably
AND
COLLECTIONS
120
COMPLAINTS
Beyond this stage, your procedure should be guided
Before ing
proceedby the surrounding circumstances.
to
is called
what
discount
to force collection many
attempt
an
or
"
a
Cash-up
article free for
an
"
firms
use
inducement, that is, a
immediate
an
settlement.
writes one
lector
colgoing to make one more
effort,"
for a publishinghouse,
to reach an
amicable
If you will send me at once a cheque
agreement with you.
coveringthe balance due on your account with us, I will
send you at absolutely
no
expense to you and as evidence
tract
of my appreciationof your fulfilling
your part of the conwithout unpleasantness,
mercial
Coma
copy of Wood's
should
Law,' a volume which every business man
have on his desk. Only an
exceptionalcombination of
enables me
circumstances
have only a
to do this,and we
tage
few copiesof the book available. If you wish to take advanof this offer,
you should let me hear from you at once.
Simply enclose your chequewith thisletterand post to-day."
If your delinquentaccepts this offer,well and good.
If he does not, your only open road is to go to court.
But usuallyit is wise to make
effort to touch
one
more
the debtor's sense
of respect. Remember
always that
most
want
to pay their debts, and do not consider
men
dishonest until he has proved himself so. The
any man
has been harried and aggravated by the
debtor who
letter will have
ordinary give-me-my-money
a
standing
pleasantsurpriseif you show him a personalunder"
/
am
"
'
"
"
of his
case.
And
your
reasonable will get your money
to earlythreats waits for his.
Then
do
when
the time
comes
cordial
to be
willingness
while the
to
threaten
bluntly and positively.Give
definite number
of days in which to pay,
so
account
over
to your
solicitoror
man
a
who
flies
legalaction,
the
then
debtor
turn
a
the
collection agency.
AND
COLLECTIONS
122
Good
ters,
complaints,like good collection let-
to
answers
of attitude.
a matter
largely
are
a
COMPLAINTS
There
positionand then show
reallysees thingsas you do
minded
Nor
is there
to become
a
anythingto
aroused
over
write you.
the customer
instead
grumble
the
may
grievancefarther
And
use
high and mighty positionand tryingto
conform
all your customers
to your
square deal is. It is better to assume
he
is no
what
is
more
from
you
thing,do
when
cause
that
fair but opencomplainant that
each
after all.
be
gamed by allowing
yourself
that
with
a man
anything
For back talk simply aggravates
of pacifying
him and leaves
settlement
ought not
to
than it was
give the
comes
be too
before.
able
unreason-
over
that most
that most
of
every
Remember
The
customer
to
plaint
com-
that
your desk.
his letter,
he believed he had
peoplewant
are
he did have.
to be square
peopleare honest, and that by
the complaintsyou get have a
bottom.
he has
suspiciousof
wrote
your customer
for doing so, and that the chances
Remember
share
not
a
a
grumbler the satisfaction of knowing that
stirred your temper.
ONE
make
of what
ideas
suming
as-
with you,
far the greater
real
cause
at
fault may
not be yours, but that is no
for telling
reason
why you should snap up a man
you
about it. If you are not to blame, the proper thingto
do is to find out where the trouble lies,and help the
And
even
out
straighten
though a
man
the
seems
difficulty.
to have
no
cause
for
complaint,be just as good-naturedabout showing him
where he is wrong
would if he had a real grievas you
ance
as
againstyou. Everyone else feels about the same
you do when
you get a complaintthat appears unjust
ANSWERING
123
firstimpatienceprompts you to
"Oh, I'llshow this fellow. I'lllet him
say to yourself,
that he can't talk that way to me.
I'llwrite him a
know
and
unwarranted.
COMPLAINTS
letter that
And
Your
he won't
suppose
you
forgetin
do.
He
hurry."
reads it,lays
gets the letter,
hearingdistance and sends
a
within
you out to everyone
back your goods. And the remotest
chance of ever ing
makout of him is gone.
a good customer
But suppose you say to yourself
when you get a letter
like that
:
"Now, if this
I do he wouldn't
as
man
make
knew
will
happen
much
about
ness
busi-
complaintlike this. He
he's ignorantof propriety
a
writes this way either because
and business courtesy or because
mistakes
as
he doesn't realise that
in the best
regulatedbusinesses.
So I'llwrite him a letter that will wake him up, maybe,
is. And I'lldo it
to what a business transaction really
by givinghim an example of cordial business courtesy."
Then carry out justthat idea, and you'll
not only feel
better about it yourself,
but the chances are your attitude
will bring back a customer
who was
ready to slip
at the slightest
provocation.
away
genuinecomplaintscan pretty nearlybe traced
real grievances
and misunderstandings,
to two sources
:
the latter often due to ignoranceof business
it is to your
methods
or requirements. In either case
and retain
interest to settle the complaintsatisfactorily
the good will of the customer.
And to do this there are certain pointsthat you must
consider. In the firstplace,
answer
promptly.
invariably
An immediate
replygoes a long way toward impressing
ALL
a
man
with
he isn't
to answer
your
sincere
desire to
see
him
satisfied.
If
enough in his complaint to enable you
specific
fully,write at once for further information.
124
COLLECTIONS
If it is
going to
write him
day
that
hard
to
a
AND
COMPLAINTS
take
you several days to investigate,
first and tell him what you are doing. Every
complainthangs over it becomes increasingly
handle, while
quick attention will preclude
of future unpleasantness
and will be
possibilities
many
appreciatedby the customer.
Second, take the complaintseriously.For instance,
of paper from you and on
orders twenty reams
receiptof it writes that it is not like the sample he
if a
man
"
Dear Sir : Your eyesight
say :
The paper
be defective.
must
you ordered is certainly
stock as the sample you named.
the same
Take
identically
ordered
from, don't
it to the window
If you
but you
there's
stock
do
may
and look
again."
that you not only insult his intelligence
be gettingyourselfin a bad position,
for
justa chance
or
shippingroom
and
a
mistake
was
made
that the customer
in the
is
right.
something like this :
Dear Sir : We are surprised
to learn that the Golden
bond does not seem
to match
exactlythe sample from
which you ordered. Could you by any chance have got
this confusedwith Gordon
bond which is next to it in
the sample book?
These two lines are very similar in
in the
finishand the factthat there is also a similarity
has given rise to errors
names
of this kind once or twice
before.I wish you would refer to the book and see
whether this might be the cause
of the discrepancy.
If it is not and you will send us a sample of the order
will have the trouble looked up here immediate
we
you received,
We are always very careful
going
to check over outstock and see that it is justwhat is ordered,but we
realise that an
error
might have been made somewhere
in the process of packing and shippingand we will be
than gladto correct it." See the difference ? That
more
Better
"
"
write
him
that
ANSWERING
COMPLAINTS
onlyprotectsyou but it shows the
interest in puttingmatters
right.
not
125
man
your
serious
vitally
important point is that you take
customer's viewpoint. Look
at the trouble
next
THEthe
throughhis eyes. Just as in a sales-letteryou can win a
confidence by openingwith a statement
that
prospect's
he recognises
of fact and then from
that
a matter
as
in
so
point graduallyleadinghim to your proposition,
answering a complaint,you can start out by agreeing
with him and graduallylead him around to your way of
lookingat the question.
If you don't
first and try
if you state your position
to drag him to it,you are sure
to antagonise.
way
A publisher
sold a business book to a clerk in a railoffice and the young
on
plained
man
receivingit comthat while the volume
might be all rightfor a
of no practical
in an established business,it was
man
"
value to him.
Now
the
publishermight
after this fashion
man
"
Dear
Sir
:
have
answered
that young
:
think that because
Don't
the book
seems
going to take it back and refund
understood
the nature
You
of
certainly
your
money.
this book beforeyou ordered it and if you didn't want
the time to say so instead of now
afterwe
it,that was
have gone to the expense
of sending it to you and after
of no
use
to you,
we
the deal is closed.
take the book
are
the circumstances,
Under
just the
i man
tone
in
he
which
every day. But
in this manner
:
answered
cannot
back"
Understand, that's what
that's
we
he
might have said,because
a
complaint is
many
actuallywrote the young
126
COLLECTIONS
"
Sir
Dear
/
"
COMPLAINTS
AND
:
believe I
understand
about the book.
You
perfectly
just how you feel
feelthat because your positionis a
detail one, because your work is limited in its scope, the
book is too comprehensiveto help you very much
just
that would
And
now.
seem,
at
thought,a
first
very just
is limited
because your work
reality,
and because the book is comprehensive,
aren't you
now,
that very man
the book will helpmost ?
wants
to get out of the rut, to grow, to
Every man
who
developinto somethingbetter. Yet who is the man
wins promotion? Is it the clerk whose work is limited to
his own
who knows
routine of details ? No, it is the man
above him.
not only his own
work, but that of the man
And
that is justwhat this book will enable you to learn.
For it givesyou the experiencesof the most
successful
objection.But
in
"
in the country, it describes in detail their methods
the results."
men
and
And
it
so
he could
ran
put
in
NOW
the
he would
instance
either of those letters the young
have kept the book ; but in the first
have
the second
he did
that
difference
and
"
is the
a
good
exactlyhow
replyto
would
man
showing the customer
book to profitable
use.
on,
kept
keep
it because
it because
between
a
he
he wanted
poor
had
to.
to, in
And
complaintletter
one.
Messrs.
Bordens, Ltd.
Liverpool.
Gentlemen
The
:
consignmentof Flor de Majesta cigars I
received from you have arrived in very poor condition.
It is evident that these cigarshave been exposed to the
damp and as they were ordered on behalfof a special
last
ANSWERING
COMPLAINTS
127
customer, I feelvery annoyed about it. This
firstcomplaint
goods and
the
care
I
have
I
to
its
the,
make
concerning your
house is not taking
afraidthat your
stock as formerly. My
am
over
had
is not
customer
quires
re-
the
cigarsurgentlyand as matters stand I am in
danger of losinghim ifa consignment of the old quality
is not quicklyforthcoming.I am
returningthe last lot
carrier.
by
v
Yours
Here
"
and
"
is
..
"
"
effective reply:
an
Dear
.
faithfully,
Sir
:
"
We
have
have since received the
your
letter of the 26th
inst.
cigarscomplained of.
We
in your
reallycannot see that you are justified
that these goods have been exposed to damp.
allegation
Our precautionsagainstsuch a possibility
made with
are
too much
and method to admit an
care
occurrence
of the
is
kind, and we can only conclude that your customer
one
of those individuals who must have his occasional
grumble.
"
Complaints against the qualityof
goods are
indeed and when investigated
covered
are
usuallydisvery rare
to be either altogether
unfounded,or of the most
trivial description.
Nevertheless,althoughwe cannot honestlyadmit the
signment
justiceof your claim, we are forwardinganother conof Flor de Majesta and trust these will give
our
"
satisfaction.
Trusting that they will arrive without delay and
promisingyou that this will not happen again, we are,
"
Yours
These
three
trade may
and
used.
The
letters
be lost
how
are
"
faithfully,
examples of howplaint
handlingof a com-
excellent
through untactful
it may
first letter
be saved
was
sent
when
skill and
by
retail tobacconist
a
care
are
to his wholesale
house.
just complaint.
the house
"
COMPLAINTS
AND
COLLECTIONS
128
But
answered
It
was
to his mind
how
observe
a
at least
a
at
correspondent
it.
complaintabout the condition of our
Flor de Majesta cigarscomes
to us as a distinct shock.
Coming as it does from an old and valued customer
makes it the stillless agreeable.
Dear
"
Sir
A
:
"
realise that your customer
would not smoke
de Majestas unless he were
keen judge of what
a
We
Flor
stitutes
con-
good cigar. It may be then that for once our
elaborate precautionsagainst possibilities
of exposure
have
to damp have broken down, althoughhow theycan
a
done so,
"
we
are
at
a
loss to understand.
concerned with is to make matters
chiefly
right with the greatestpossiblespeed. On receipt
of your letter we forwardedby rail a consignment of
will enjoy as
cigars which we feelsure
your customer
he has enjoyed
the previous
lots.
We assure
you that our care of stock is justas keen
What
we
are
"
it
as
ever
was,
to say
this to you
the execution of your
to prove
the least,and
we
shall be anxious
in
by the ex"rcise of extra vigilance
futureorders.
Yours faithfully"
important point do
vitally
argue
ANOTHER
the
with anybody. If the
is hi
wrong,
not
"
customer
show
him
where
courteously
he is wrong,
but
do
explain,
that goods he
If a customer
writes you
argue.
ordered of you to be sent two weeks before,have not
been received and that he doubts whether you ever sent
not
them, don't replyby saying:
"
// the goods you ordered have not reached you, it is
due to no faultof ours.
We sent them promptly
certainly
AND
COLLECTIONS
130
COMPLAINTS
to the Railway Co.
However, we
goods are despatched
as
more
always consider the interests of our customers
important than a technical privilegeof this kind and
consider a transaction closed until the goods
never
we
received and found to be entirely
are
satisfactory.
So we are
having a duplicateshipment packed and
forwarded to you to-day. We are confidentthat these
and in
goods will reach you almost as soon as this letter,
perfectcondition.
The
matter
of delay in the previous shipment we
and shall ask
shall take up with the Railway Co. at once
them to trace the goods. In the meantime, should they
the
"
"
to reach
chance
will thank
we
you
you
to return
them
to
chargesforward."
us,
There
have
you
realise that you
talk about your
that not
answer
point,but
in every
customer
value
an
are
more
service
that the customer
only satisfies the
it is bound
than
fair,and
to make
him
the incidental
gives the letter a little salesisn't likely
to forget.
the best way
POSSIBLY
answering complaint
get the rightattitude in
is to stop and consider how
a
to
handle the customer
if he came
personally
you would
into your office. Certainly
you wouldn't pick a quarrel
with him, you wouldn't let yourself
be other than courteous
and
take
him
demonstrate
giving him
politethroughout his call. And you would
all through the house
if necessary
just to
how
of
sincerelydesirous the firm was
a
Remember
square deal.
that the next
Picture
the customer
time
you answer
beside your desk.
talk to him.
a
plaint.
com-
Then
tive
You'll find your old time itch to be vindicgraduallydisappearingand the results vastlymore
to
satisfactory
you
and
the customer
alike.
XVII
CHAPTER
Routine
"
Letters
Paragraph
and
System
the
"
complaint letters these
make
most
important parts of a
business's
there
of
are
scores
correspondence. But
letters issuingfrom
office every
an
day which are not
rather
letters
routine
of these ; they are
any
ness
arisingout of the commonplace details of doing busiwith
the actual conduct
of
intimately connected
of general trading, developing into
affairs.
Letters
and
collection,
SALES,
by far the
up
"
"
"
,
between
contracts
merchant,
manufacturer,
and
tomer
cus-
market
;
for
Letters
quests
quotations, repliesto inquiries,reledgments.
information, purchasing letters,and acknow-
regarding inquiriesare
varied
that
they
reply should answer
each part of the inquiry separately. It is not sufficient
he
to send a pricelist and tell the inquirer to find what
direct
the
the
attention
wants
to
reply should
;
be written, moreover,
the
and
on
specificinformation
principlesof all good sales letters.
The letter orderinggoods usuallyhas three elements
:
the list of goods, instructions
for forwarding,the inticannot
fit into definite rules.
The
so
ROUTINE
132
of
mode
LETTERS
of
payment. The details of goods
be precisein quantity,style,size, price,and
should
number, if any, being set forth, and with
identifying
each item in a separate line. A longlist can
be put on
a separate sheet.
A letter should state how delivery
is to be made
by
parcelpost, carrier,or rail. The route is sometimes
and the expected date of delivery.When
specified,
cash is enclosed with the order, the fact should be
mation
"
mentioned.
letters,orderingfactorymaterials
PURCHASING
goods for stock, fall
general classes. Some
or
into
letters ask for
quotations,statingwhat is wanted, and
often enclosinga sample. Here
is an
culated
example calto gain attention :
We expect to be in the market
shortlyfor 150,000
statements
printed exactly like the enclosed sample.
for producing
Knowing that you have specialfacilities
this kind of work, we, believe you can giveus a satisfactory
ask you to submit a quotation
priceon the joband therefore
We shall supply the paper.
at your earliestconvenience.
actual order for goods required for stock or
The
factoryis often on a printedform and an accompanying
letter is only needed
when
departure from the
any
"
' '
usual
routine
is involved.
in technicalities.
For
Such
instance
letters often
abound
:
"
"Please
furnish us, subjectto the followingprices,
and conditions, your
best qualityopenspecifications,
hearth steel boiler rivets,all button head
"This
material
Qcwt.
I" 2$"
4:CWt.
I"
:
2f"
l"d. per Ib. net
Rugby, terms 30-2-10
is to be invoiced
f.o.r.
your mill,carriageallowed
to
at
ROUTINE
LETTERS
133
in your
as
you
can
you
to
quotationNo. 8643, of August 20. We note
deliver two days after
receipt
of order and count on
dispatch these rivets not later than Thursday of
this week"
Besides
the
order letter
quotation and
letter may
be needed.
This letter may
mistake
in filling
the order, such
some
of
inferior
quality,or
adjustment
give notice of
an
the
as
stitution
sub-
in
quantity
and
it suggests some
method
of adjustment.
or price,
Purchasing letters,which are in realitycontracts,
formal and less personalthan letters which
may be more
seek to persuade or satisfya customer.
Brevity and
clearness distinguish
them.
Y
AVER order.
has been
This
received
A
sense.
error
routine letter isthat
common
an
an
and
courteous
tells the customer
completesthe
expression of
incorporated. If the order
and explanationsare
reasons
cannot
the order.
be that
acknowledging
that the order
contract
thanks
be
in
a
legal
should
be
filled
entirely,
given. If the goods are
will do two things:
not sent as ordered, the statement
for not carryingout
First,it will give you the reason
The
discontinued
not
the
may
must
was
money
until the cash or
In
case
be taken
the line has
goods are temporarilyout of
enclosed
enough
held up
received.
care
;
reason
cash
further
is
to base
stock
;
order
is
credit information
is
;
or
the
been
required before shipment,
ness
your request on strict busi-
consideration.
Secondly, the letter will tell or suggest how the
be
is to be adjusted. The
customer
difficulty
may
notified that the money
is being returned, and
a
revised cataloguesent to prevent future order of dis-
LETTERS
ROUTINE
134
continued
lines ;
cash, or
pay
money,
demands.
The
letter
further
is to
be requestedto send
he may
give credit references,as the
frequentlycloses
touch
with
few words
a
more
case
inviting
of this part of the letter
ledgment.
of personalinterest to the acknow-
The
orders.
give a
or
purpose
Sometimes, however, this personalclose
is
omitted.
letters and
barometers,
LIKE
least
take
part of the
our
also
speech
of
our
feelings.
feel right,
write right.We put into
When
we
we
hold in our
mind.
letters the cheeryoptimism we
our
at
tone
a
and
our
tenor
inside
are
courteous, considerate, tactful,suave.
If
we
We
a
asks of
customer
do not tell him
fact in the sugar
inform him
we
so
us
an
unreasonable
point-blank;
of tact.
We
we
inform
concession,
of
put the pellet
"
him
No
!
"
but
of the little
none
slighting
pleasantly,
velvet, cordial
kid-glovecourtesies that give a warm,
to the letter of rejection.
touch, even
tired
But we do not always feel right.When
we
are
when
and discouraged,
to
thingshave not gone entirely
our
liking; when aggravation after aggravationhas
prickedour mind and goaded our temper to the end of
endurance, it is hard
customs,
cordial
gentle word,
style.
brain."
That
the
indeed
We
How
are
can
sour
we
to still use
the
kindly
inside,we
the
kid-glove
the
manner,
have
the
"
gar
vine-
stillwrite in the treacle vain
?
extremelydifficult problem to set
and to
for our correspondence,
a certain high standard
keep every letter keyed up to this standard. And in a
each
house where there are numbers
of correspondents,
is why it is an
ROUTINE
LETTERS
of different temperament,
all
different,is
that
whose
concern
and
day
wonder
it any
135
shade
perhaps feelinga
seldom
find
large
evenly good, day in
we
correspondenceis
a
?
out
Now, then, suppose we had always on tap, for use hi
fair weather
and foul, in good times and in bad, the
best
thingsthat
the affairs of
have
been
ever
written
said about
or
business,the best paragraphs on our
terms, our credit,our methods, our integrity,
our
our
policy,
our
goods, each
Could
that
paragraph a
every
of
in the very acme
we
were
in three figures
or
put down
when
written
you
would
adequately represent
the
masterpiece,
good nature.
four
value
a
sum
of such
a
?
to you
system
and
every business house there
INbusiness
questionsthat
are
are
a
number
certain
asked
and
over
of
over
day. There are certain
kind of handling
that requirethe same
classes of inquiries
certain classes of slow-payingcustomers
; there are
again, a
who
of times
number
have
to
There
are
could
all start
a
be
written
hundred
a
hi
to
letters
we
just alike,and
about
send
many
the
out
same
each
of them
vein.
day that
give the
throughout. Compare your letters
and note
how
Why take
nearly identical they run.
separate time for each ? Why not choose the best ?
If we had a complete set of paragraphsto answer
every
same
information
question asked us in our post, it would be an
to pickout the different paragraphsneeded
easy matter
the desired information,
to convey to each correspondent
then fit them
and discriminately,
together,judiciously
into a perfectletter.
The great trouble with most
paragraph letters,"
instead of
machine-made
however, is that they seem
business
"
ROUTINE
136
human-dictated.
LETTERS
When
the author
of them
sat down
to
put into permanent form the thoughts of every-day
dictation,he lost his natural, easy, personaltone, and
straightwaybecame formal. But this can be overcome
by the method of formation as described in a succeeding
paragraph.
Our firststep in compilingour paragraphbook should
be to determine
exactlywhat paragraphs are needed.
the
No man
in his mind
do this by running over
can
him
kinds
of questions that are
asked
frequently,
because the fact of the matter
is,no man
reallyrealises
material he does constantly
dictate over
and
how much
over
again. When the writer started to put hi his paragraph
it was
to whether
as
sceptical
system, he was
reallyworth while to bother with it. He thoughtthat
unusual letters,"
and required
most of his letters were
specialdictation. But when he finallydissected and
he found that there was
analysed his correspondence,
scarcelya singlequestion or point brought up in any
letter that had not been brought up a number
of times
before. And
to-day,with the exception of his personal
and
important letters, his entire correspondence,
averaging seventy-fiveletters a day, is answered
whollywith form paragraphs.
"
to find out
THEis way have
to
letter answered
you at least one
received in the
an
extra
for about
what
paragraphs
are
needed
carbon
two
of every
copy made
That should give
weeks.
sample of nearly every sort of letter
generalrun of correspondence.
It is well to set aside a goodly half -day to go through
these carbon
them
to their
as
copies. First classify
generalcharacter, puttingall inquiry letters together,
all complaint letters together,
all generalletters,etc.
ROUTINE
138
each
the
"
of
class of
paragraphs,such
plaints
as
Terms,"
Prices," Don't like quality," Comconditions," Wants
on
specialconcessions,"
Is buying of competitor," Buys cheaperelsewhere,"
and all the other classifications suggestedby your work.
As you paste a paragraph on a given page, be sure to
number
it both according to its placeon the page and
the number
of the page itself. The third paragraphon
8-3.
Thus,
page 8, for example, should be numbered
when
this paragraph to your typist,
she can
you name
turn
to the paragraph at once.
page
with
LETTERS
name
a
"
"
"
"
"
"
both
quantityand qualityof work,
THEthatresults,
good paragraph system will accomplishin
in
a
correspondencedepartment are almost beyond belief.
With its use even
the dullest correspondent
be made
can
to produce letters that rank in brilliance and tone with
those of the best-paidadvertising
writer.
Moreover,
there is no varying of your correspondencewith your
moods.
You
of the paracan
growl out the numbers
graphs
will still
or
laugh them out, but the customers
paragraphs. You may feel dull or bright,
get the same
it matters
not to your correspondence,
or alert,
sluggish
for you answer
it with paragraphs that are always the
same,
always your best, always your strongest argument,
the smoothest
or
posed
diplomacy that could be comthrough hours of previousthought and study.
From
the standpoint of timeand
labour-saving
features it does not need much
explanationto show that
the paragraph system will provideinnumerable
tages
advanwith
for both correspondentand typist. One man
the paragraph system and three typists
has been known
work than three men
and four typists
to handle
more
without "the automatic
correspondent to aid them.
a
"
CHAPTER
Developing
"
XVIII
If
bite, keep changing the bait.
bite then, change your
fishing-hole."
TF
the fish don't
A
they
don't
This
is sound
any
grey-haired
philosophy for sellingby mail, as
sound
salesman
The
a
for every
amateur
angler will tell you.
your sellingcampaign
class of prospects buy your
be to
same
which
It
is
as
equally
successful
every
object of
series of letters directed
the
fisherman,
advice
knows.
certain
may
Series
Follow-up
a
pull orders
list by means
convinces
a
at that
from
many
of
be to make
may
goods through a
class. Or the object
one
classes of prospects in
series of letters each
a
different class.
In
both
of
one
cases
the
campaign is due essentiallyto the fact
that the salesman
approaches his project each time from
different angle. He
a
changes his bait. He presents
This is
his propositionfrom
a different
point of view.
of
He hopes that one
the heart of the whole
matter.
of the
success
his arguments
orders from
will
them
an
arouse
Another
.
from
are
to
another
not
class,and
all alike,and
keep trying to
so
will result in
argument will get a response
He recognisesthat men
on.
that it is a waste
reach
that
interest
them
all
of time
by
the
and
same
money
appeal.
DEVELOPING
140
Then
if
A
change
a
FOLLOW-UP
SERIES
of bait doesn't work, he
changes his
fishinghole.
A singlesales-letter cannot
be expected to exhaust
of a list. It will get orders or
the selling
possibilities
from peoplewho are alreadyfamiliar with the
inquiries
article and are easily
convinced
that they want
it. Just
will respond will depend on the nature
how many
of the
proposition upon the kind of article and the special
that is offered. If the goods are of universal
inducement
attractive
or
price is
generalvalue, and an especially
made, the percentage should be comparativelylarge.
the expenditureof
If the article is new
or if it involves
"
the customer
considerable money,
less
graduallyto
see
be led
must
that it is worth
more
or
to him.
the money
letter after
letters hammer
away,
FOLLOW-UP
line of goods. A follow-up
article
letter,
on
on
and
that
a
appealsto
"
until the sales
them
until the
of the
continuation
returns
campaign
letter in the series should
Each
and
varied
exhausted
are
one
or
of selling
for the purpose
a certain article
line of goods to a list of prospects,and it makes
tinued
con-
is carried
or
one
present a
new
point. Other
small
so
are
will not
bilities
possi-
pay.
appeal
argument. Each should emphasize
talk
points supplementaryselling
make
a
new
"
be added, but these
may
main argument.
Also,as
"
to be
are
subordinates
to the
the series progresses, the preceding
be re-stated briefly
from time
to
arguments may
time, but these, too, should
enough
to
to which
The
distract the attention
be made
from
prominent
main
point
the
this letter is devoted.
arrangement
follow-upletters
"
are
not
sent
out
"
is
of the
arguments
in
a
that is,the order in which
an
important
matter.
series of
the letters
It has
been
DEVELOPING
FOLLOW-UP
A
SERIES
141
proved by tests that a change in the order affects the
pullingpower of the series. The most effective arrangement
cannot
always be determined a priori.The most
that you can do when you map
out a letter campaign is
the letters tentatively
in a certain order,
to arrange
which is based upon the experiencegained from previous
campaigns, or upon the testimony of salesmen as to the
arguments they have found most effective.
hi posting this
However, don't spend your money
series to your full listof prospects until you have tested
it on a small list. Send it out to, say, five hundred
or a
thousand names,
the number
depending upon the scope
of your
campaign.
returns
from
each
selected that it is
should
of returns
list.
Then
keep
letter.
a
a
If the
careful record
list has been
test
representativeone,
about
be
Consequently
the
same
know
now
you
stronger letters and which
which
first letter
on
the
the
if necessary
make
the
this arrangement do not
IN using
all your stronger arguments in
The
are
Then
and
basis of this test rearrange
your series,
less successful letters.
re-write your
letters of the series.
so
the percentage
the large
from
the weaker.
are
of the
mistake
the
should, of
of
earlier
course,
only get orders from as
and thus save
largea percentage of prospects as possible
the expense
of a further campaign, but it should also
be
a
arouse
strong
one,
for it must
not
sufficient interest,
among
yet ready to buy, to
letters.
Then
insure
one
reserve
the readers who
attention
or
two
for the
of the
more
are
not
succeeding
effective
for otherwise
arguments for the latter part of the series,
you will close with
will be requiredto
have
resisted the
an
anti-climax.
Good
talk
selling
bring into line the prospects
appealsof the earlier letters.
who
;DEVELOPING
142
The
series
FOLLOW-UP
A
SERIES
arrangedis ready to be sent out to
the completemailinglist. Each letter will bringorders
from some
prospects, inquiriesfrom others,and from
still others no reply at all. The first class are transferred
as
now
from
list. The
your prospect to your customers'
last will be retained to receive the followingletters of
the
series.
The
second
class,those making inquiries,
will requirea different procedure.
A prospect has indicated interest in some
phase of the
proposition and perhaps has made
inquiriesabout
special
points.
To him, a new
letter,not included in the original
series,will be
This
sent.
will, of
answer
course,
his
and perhaps present new
question fully,
points. The
will depend upon
subsequentprocedurewith this man
the nature
of his question. Perhaps his is a special
case
which
requiresindividual attention throughout. But
if it indicates a field of interest not covered
by the
such a proseries and broad enough to warrant
original
cedure,
a
will draw
THE
enough
series of letters will be sent
new
their arguments from
first letter of
a
the
series is
new
to
him, which
field of interest.
frequentlymore
prehensive
com-
than
information
contain
the later ones, for it must
to givethe reader a definite idea of
tion
proposition.Hence in this one the descripof the article or explanationof what it will do is,in
sales series,made
full and complete. The later
many
and will
letters usuallycontain less generaldescription,
layemphasison persuasion show the reader the benefit
the article
or
"
he
will derive
These
from
are, of course,
and, likewise,a fresh
or
points in
the
the
article
important
statement
is
description
and
"
on
inducement.
in the first letter also ;
of
not
an
out
important point
of placein any
DEVELOPING
letter.
Each
letter has
the sale and
than
more
and
more
be
may
to make
"
has indicated
reader
write
have
been
effective.
In
pages
said that a first letter in a series
his interest,and
ordinarycare
detailed
a
safelybe made
inquirymay
an
uses
to
purpose
to pave
even
general it
answering
The
two-fold
143
the ideal lengthwould
be not
Theoretically,
letters of
one
typewritten page, but many
cases.
twTo
a
SERIES
the way
for the followingletters.
for
lengthof the letters cannot be set arbitrarily
The
all
FOLLOW-UP
A
and
letter
fairlylong.
if the
spondent
corre-
he should be able
skill,
without
that
sacrificing
The
interest.
length varies, too, with the class of
readers ; as, for example, a letter to a farmer
may
usually be made longerthan one to a hurried business
if you are in doubt
to the proper
as
don't guess
make
test. Then
a
length of letters,
you
shall have definite information
which
to base your
on
However,
man.
"
judgment.
have
WE
spoken of
both
series,
the value of
to the
as
testinga follow-up
lengthof
the letters and the
pullingpowers of the different arguments. How
an
experimentconducted ? Send your series
of five hundred
or
thousand
a
names,
is such
to
selected
localities which
you think represent average
In this selection you will be
possibilities.
a
list
from
business
guided by
campaigns, by the
your experience in previous selling
reports of salesmen, and by your generalknowledge of
field. But
remember
your
don't select the best localities or the poorest ; select the
business
conditions
If you
average.
do
should
you
in
this,your
represent about
will get from your
are
the
same.
"
returns
from
the
test
proportionof repliesthat
ditions
complete mailing list if con-
the
"
144
DEVELOPING
This
of
matter
campaign under
three most
when
FOLLOW-UP
conducting the
the
similar conditions
if the
conditions, local
prospect
receives
SERIES
and
the
complete
is important. The
to keep in mind
are
conditions,and the
test
essential considerations
general business
time
A
the
letters.
during a period of
test is made
the test
and in the interim between
prosperity,
event
occurs
mailing to the complete list some
stance,
in-
business
and
the
which
business men,
the results
among
agree with those of the largerlist.
retrenchment
a
causes
For
of your test will not
The same
will be true
if local condition
or
other
cause
produces hard times in any locality.Also the number
the letter reaches
of replies
will vary with the time when
the prospect. Here
again you can test to find out the
best day to post your letters.
A
test is easy
to
conduct, and
its results
are
tive
indica-
later
of the returns
high degree of accuracy
from
the complete list. With
such a convenient
and
of findingout the weak
and strong points
cheap means
in your follow-upseries,there is no excuse
for the reckless
paigns.
on
expenditure of money
expensive,untried camto
a
the follow-upis
BUTWherever
there
is
not
a
confined
shillingto
to
selling
goods.
be
spent,
or
a
to be collected,information
to be gathered,or a
shilling
there is a place for the followpublic to be educated
of the follow-upare infinite and applicable
up. The uses
activities of business
to nearly all departments and
interest.
The
recurrent
a
appeal on
follow-upmeans
until the object
the same
subject to the same
person
"
aimed
at is attained.
THE
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common-sense
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Explains in detail
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sales and advertising,collection
Takes
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retheir actual
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PAGES
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93
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a
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Explains
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the buyer and
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gain the continuing confidence of customers.
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Written
the
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and travellers in many
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out
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How
returns.
Sell More
91 schemes
CONTAINS
^*
to
Insurance
and
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plans for writing more
in
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by 44 agents. Every
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can
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THE
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to
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them
such a way
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each
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complete single-volume treatise
subject,covering all phases of correspondence,
book
the
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indexing and
follow-ups, as
filingsystems. It explains the principlesof good correspondence
effectivelyused in the
; how
correspondence is most
various
departments of business, especiallysales, complaints,
and
economical
method
of handling
collections ; and the most
describes
It
further
general
departmental correspondence.
for handling correspondence,and is particularly
office methods
with
complete in its descriptionof follow-up and filingmethods
Illustrated
with
business.
exact
information
to
adaptable
any
quotations from model letters, diagrams, and system forms.
SellingPolicies
which
have
been successful
specificmethods
pense.
in marketing products of all sorts at a proper
sellingexThe
first section
explains clearly the underlying
principlesof salesmanship ; the second, how sellingis effected
TUT ERE
are
the
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shows
to train and handle
how
system in selling. The volume
the
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and retailer,
sell
and
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through
by post
in
various
sellingcampaigns, increase sales and
reduce
It is full of actual sellingexperience of
sellingcosts.
will give you a
successful sales managers
and travellers, which
clear knowledge of sellingin its many
phases.
conduct
national
or
local
Organisinga Factory
/"^OXCISELY
^^
and
clearly this
Necessityof system and new methods
Organisation elements and authorities of an industrial body
duties and
Departmental authorities,
responsibilities
Accounting of expenses and costs
"
"
"
this volume
In
the
both
in
and
:
its relation
cost
Labour
"
records and
classification
Perpetual inventories
"
How
How
labour
costs
executive
keep in
may
touch with the factory
Schedules for recording factory output
"
"
sums
basic
up
to cut
the
years' experiencein
many
and
principles
for all
and
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specific
of the
ager
mandepartments
factory. The works
it helpfulin evolving a smoothly running organisation
operating his
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of Production
HPHIS
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is
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in
make
It
costing.
methods
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and
to
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of
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It describes
of
author
the
will find
Cost
to
"
applicationof
methods
Depreciationof tools
"
to pay labour
to find costs
How
How
"
the
of works
principles
organisation and shows
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be applied in placing a manufacturcan
ing
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the
covered
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Among
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business
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the
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"
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in
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"DUYING
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buying is
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nd
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with
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out
because
addition
the detailed
explainsfirst
it is the
sources
of
"
6
supply, how
he
THE
HpHIS
"^
LIBRARY
work
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the
a
OF
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"
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Library of Business Practice
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These men
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208
The
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7
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5,000 direct references, all the most
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208 separate chapters written
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