Document 6512010

HOW
TO
WRITE
LETTERS
THAT
HOW
THAT
TO
WIN
BUILD
BUSINESS
COMMAND
BRING
ATTENTION,
ORDERS
PERSONAL
LETTEKS
TOUCH
HOW
"
INTO
INQUIRIES,
STIR
A
TO
PUT
LETTER"
COMPLAINTS
AND
BROUGHT
GATHERED
OF
1200
POINTERS
FROM
ACTUAL
Third
SHAW
STUDY
Edition
COMPANY
cSlCAGO
W.
A
LETTERS
THE^YSTEM
A.
THAT
RESULTS
VITAL
247
NEW
COMPANY,
1909
^
YORK
LTD.,
THE
LING
HAND-
LETTERS
HAVE
SIRE,
DE-
LONDON
LECTIONS"ACTUAL
COL-
A.gL^\"^\
THE
(q
Copyright,
1909,
SYSTEM
COMPANY
By
CONTENTS
pa:rt
WHAT
YOU
CAN
I
MAKE
Mead
YOTJE
the
TEES
LET
DO
Rules
Chapter
I.
II.
Pagb
The
Part
What
a
Letter
the
Letter
Plays
Must
Do
Business
in
Its
"
6
Elements
tents
Con-
and
10
III.
The
Make-up
of
Business
a
Letter
PABT
ELEMENTS
OF
IV.
How
TO
Start
V.
How
TO
Arouse
VI.
How
TO
Hold
VII.
How
TO
Create
VIII.
IX.
X.
a
11
THE
The
BUSINESS
Letter
28
Interest
Interest
36
Explanation
"
Desire
Argument
"
42
and
PROor
49
57
Inducement
65
Summary
Climax
and
TO
The
XIII.
Attention
"
Persuasion
HOW
XII.
LETTER
Single Aim
"
News
Man
to
73
in
A
MAKE
Clincher
The
PAST
XI.
19
LETTER
Man
TALK
Message
Value
84
'
PersonalityThe
"Tou"
Element
vS
90
99
CONTENTS
4
ir
FABT
Sell
COMPLAINTS
AND
COLLECTIONS
HANDLING
Satisfaction
rAGB
Chapter
Collecting
XIV.
How
XV.
EXHIBIT
EEPEODUCED
LETTERS
ACTUAL
OF
119
Complaints
ANSwiai
TO
108
Letter
by
Page
Figure
I.
II.
III.
IV.
V.
VI.
VII.
VIII.
IX.
X.
A
An
sales
average
The
An
example
of
bad
An
example
of
correct
margins
that
A
letter
correctly using argument
A
poor
reply
A
to
too
brief
won.
31
.
.
and
reply
how
proof. ...'"....
to
inquiry.
an
interest
may
follow-up
that
XIII.
A
f oUow-up
showing
brought
rewritten
same,
62
.
be
69
results
faults
76
corrected
77
typical
and
67
inducement
good letter, leading' the reader
the
buying point
from
mutual
ground
79
to
XVI.
XVII.
XVTII.
A
The
XX.
sales letter
A
The
A
proposition put
same
the
XIX.
letter, lacking personality and
poor
"you"
which
real
XXI.
A
complaint and
to
man
seller 's interest
XXII.
A
reply
which
from
collection
an
tact
specific appeal.
man
talk.
crowds
94
95
.
.
out
102
rewritten
commercial
in
the
in
element
letter
same
good
in
53
63
cleverly embodying
A
A
be
may
stimulated
XII.
The
23
39
inquiry, showing
an
.
interest
letter,showing
letter
XV.
attention
letter
22
.
type arrangement
and
A
holds
17
type arrangement.
good letter, showing
A
XrV.
and
margins
how
16
faults
corrected
and
A
further
XI.
typical
letter,showing
rewritten
letter
same
13
sales letter
well-balanced
untactful
is shown
the
buyer's viewpoint. 103
letter
Ill
reply
124
125
I
Part
WHAT
YOUR
Twodesk.
the
way
The
the
draws
A
eye
the
letters
and
cross
formality
"
product
builder's
of
careless
each
reader's
You
can
letters
out
do
work.
make
"
morning
read
principles,
the
routine;
creation.
mind's
a
drawing,
bridge.
your
stand
goes
"
strong letter springs from
model, like the architect's
them
every
basket.
of conscious
other
Make
into
of
logical,human
appeal
grips,sways, convmces.
"
eye,
is the
One
the
kinds
other
DO
the Rules
ink
paper,
of the waste
"
MAKE
LETTERS
Read
One
CAN
YOU
it
"
magnetic
"
them
make
dominate
mail.
the
if you will master
the rules, put yourself
CHAPTER
The
Part
the
is the
WHAT
in
part
Run
your
the
You
can
The
first claim
desk
in
touch
Now
those
paper
the
letters
dictate.
counsel
finger
in
upon
in the
the
to
purposes
the
others
and
before
turn
and
policy of
and
of
your
thousand
your
it and
put
as
you
your
of
each
business
replies and
sell, you
a
to
picture of
dispose
of your
cover
It has
mental
you
buy
advice, you
a
you
and
medium
you
through
affairs,just
own
yesterday.
your
chair
drawn
run
after
morning
of things.
hum
of your
run
letter.
each
You
did
Through
letters
mail.
laid
take
as
and
hat
your
has
world
you
^^
the
attention
your
up
again
with
morning
what
on
morning's
back
are
sible?
pos-
essentials
mental
your
"
business
the
business
It 's the
it.
hung
is the
you
own
't miss
have
you
lay
down
counts,
ac-
j'our
elements
your
the
indispensable.
most
one
plays
other
the
make
and
up
and
work
day
with
that
"
tion
transac-
goods, collecting
touch
mind
your
every
in
you
medium
What
your
individuals
and
concerns
business?
in the
factor
important
most
selling
keeping
Plays in Business
Letter
of your
greatest
I
your
tions,
give direc-
subjects
"
"
THE
play
you
desk.
And
IF
THERE
the
PAET
whole
all
LETTERS
of business
game
through the medium
has been
that has
to business
PLAY
one
business letter. Letters
"
over
your
own
of the business letter.
development
contributed
it has
growth
7
in the last generation
than
more
other
any
been the
development of the
rightletters are no longer the
"
of solicitation and
stereotyped paper mediums
acknowledgment. They are living,
breathing personalities,
with all the capabilities
and characteristics of the
mere
behind
men
Forty
them.
the
only letters that showed symptoms
of red-blooded authorshipwere
impassioned love missives
and the opinionated chronicles of statesmanship. Then
terest
insomewhere, conceived the idea that human
someone,
years
could
into
talk
words
That
upon
could
be
into
woven
a
that
personal message,
but a personal message
a
all,was
to
ago
to
that
a
man
you
a
thousand
would
use
business
letter
as
well
as
letter,after
it was
possible
business
a
and
that
miles
if he
sat
away
in the
beside
your
same
desk.
tance
discovery,developed,has of itself dissolved disof business men
and placed the inter-relationship
other
basis of courtesy and intimacy that no
a
more
important, it has made
accomplish. And
bulk of business
possiblethe transaction of an enormous
fraction of what
at an
personal handling
insignificant
million dollars in sales
of it would have cost. Fifty-five
that is a
made
by one house last year entirelyby mail
"
specificexample of
results.
of the business letter have been
possibilities
realized,it has leaped all the restricted boundaries of
member
former
Today the letter the right letter,reusage.
the personal representative
does whatever
can
It sells goods, collects money,
adjusts complaints.
do.
As
the
"
"
carries
LETTER
THE
OF
POSSIBILITIES
8
of
the routine of business with all the efiBciency
on
the individual behind
it.
it is,in many
respectsa better medium
rightly,
thari"a personal representative. Certainly it has
all the advantage on cost. A sales letter entails no heavy
travelingexpenses, hotel bills and entertainment charges ;
Neither
carries it the length of the land.
a red stamp
office and
does it cool its heels in the outer
conjure
methods
to reach the diief within; the courtesy of the
USED
mail
when
a
lays it upon his desk. It follows up persistently
repeated personal calls would be impossible. It is
salesman
or
that says
no
verbal
and
desires.
manufacturer
no
more
promises
no
less than
It makes
that
no
cannot
the
chant
mer-
false sentations,
reprebe lived up
perfectservant of the user.
ness
But, you may say to all this,that you do not do busiby mail. True, you may not conduct a mail order
business. But you do have use for correspondence. You
sell your goods entirelythrough salesmen,yet there
may
was
never
a sales force so
good that it could not get
business with the help of letters from the house.
more
Correspondence as you use it may serve the simplest
needs
of routine
^the acknowledgment of orders, the
notification of shipments ^yetthere is never
a letter goes
mail that does not have possibilities
out iQ .your
of a
business gettingtouch.
If you stop with the acknowledgment
miss an opportunity. Go
the notification,
or
you
Look at your letter through
beyond and talk to the man.
his eyes, shift yourselfover
into his attitude,consider
to.
It is the
"
"
what
you
would
few
times
and
do
you
if you got that letter. Do that a
will soon
be wondering why you
finish off your
correspondence
attitude and talk business
long ago, take the man-to-man
didn't
rub
the
machine
THE
through
the
There's
mail.
business and
every
YOU
OR
and
LETTERS
PAET
that you
it has failed. Do
in
of them.
tried the
have
say
9
place for real letters
a
is one
yours
PLAY
sales letter
indict the letter for its
not
failure. Its possibilities
rather
there. Indict yourself
are
along with
who
men
the hundreds
have
of thousands
neglectedto
that waits to do
service at
make
of other
minimum
a
of
the most
business
medium
a
of cost.
business letter is the biggest opportunityfor
The
that
you
it will find you
help
But
it will make
it must
train
with
be created
before
salesman
a
your
name
penetrates.
winning letter must
analyticalthought. If it
of the most
would
them,
be the product
business
the
salesman
sell
mail service
wherever
intelligently,
goods, or
your
today. Employed
customers, it will sell
salesman
your
known
have
pansion
ex-
is to
all the
you
serve
that
you
permit
him
care
would
as
a
goods. If your argument is to convince
if your
it must
bfe planned logically,
descriptionis to
paint a mental pictureit must be clear,if your appeal
for action is to get results it must be a real appeal with
sell your
to
real inducement.
contact
and
Study
out
your
over
aim
your
your
You
your
know
must
your
reader 's pointof
letters there.
sales letters. Study every letter that goes
Does it play the part it should in
name.
business 1
of this book
Give it a chance.
tell you
The
subsequentchapters
how.
is what marks
PERSONALITY
the thousands
among
"
man
the letter we
marks
it is
the hundreds
remember
no
effort to
one
what
among
forget.
II
CHAPTER
What
Letter
a
Must
business
letter
which
it must
elements
the
place of
do,
would
a
written
it must
sale
It must
one.
is to
sell,and
of the sale
face
to
For
goes
being
this
one
there.
no
win
for
time
a
line of
a
itself
is
what
audience
an
gained
prospect,
certain
does
definite
the
it
man
the
steps
he talks
face
gradually,
fully
tact-
when
processes
verbal
a
follow
him
leading
making
in
making
with
it must
the salesman
as
in
salesman
good
a
procedure
does
variable
in-
If it is to take
contain.
do
every
built, certain
be
must
salesman
that
up
to
actual
the
order.
reason
non-essentials
have
as
his
of the
into
just
exactly
with
and
follow
once
through
signing
salesman
a
which
principlesupon
basic
certain
are
Its Elements
"
Contents
and
THERE
successful
Do
of
letters
your
The
sole aim
simply
to write
and
sentence
every
of
detract
them
nor
should
paragraph
have
letter is to
a
from
has
a
reason
get action
its directness.
your
prospect
that
for
and
You
to read
them.
It
that
is the
goes
easiest
rambling
thing
from
in
one
the
world
topic
to
to
write
another
a
letter
without
AND
ELEMENTS
getting anywhere
writer has
it
Go
particular. But
definite end
a
in mind
and
the
he goes
good letter
straightto
definite route.
a
over
in
11
CONTENTS
about
it to write
letter
a
as
you
would
to prepare
important speech. There are a thousand things you
might say, but only ten are vital. Think of as many as
fine
Conto begin with, then sift them
to the few.
can
you
ing
yourselfto those pointsand drive them home, knowan
the effect that each
the end
have
and
the
CONSIDER
through
now
good
sales letter.
certain steps. It must
the
upon
prompts him
and
2.
which
wins
Argument
or
have
to
and
draws
5.
for
6.
The
the reader
These
basis
desire
value
reader
the
terest
in-
for the
vantages
ad-
and
to your
way
the article to
now.
giveshim
Inducement, which
reason
attention
gain his
adaptation of
the
of it
his need
tain:
con-
his mind.
proof,which creates
sell by showing its
Persuasion,which
thinking by showing
his needs
ally
logic-
It must
explanation,which
4.
of
ceed
pro-
farther into the letter.
to go
Description and
article you
be based
reader's
the
in
by picturingthe proposition
3.
It must
principlesof salesmanship.
opening,
The
1.
its relation to
to reach.
want
you
should
a
or
particular
extra
buying.
climax
or
and prompts him
to order
elements
of the
be
may
on
For
a
to act at
once.
taken, in fact,not only
of
you
are
sellingyour
a
the
as
good
every
collection letter is only
paper"
for
it easy
makes
sales letter but
successful
business letter.
salesmanship
clincher,which
form
man
of
a
settlement
is but
of his account.
another
"
Over the whole
LETTER
THE
OP
POSSIBILITIES
12
And
reply to
a
sellingyour man
field of correspondencethe
^you
a
complaint
satisfaction.
are
principle
same
applies.
Of
the elements
course
order
exact
but they
nor
indicated,
are
there
they
"
may
always
must
always appear
not
in the
in the
proportion,
same
be there if the letter is to
A collection
rightimpressionto the reader 's mind.
consist largely of persuasion with a
letter may
strikingclimax. The reply to a complaint letter may be
lows
principallyexplanation. The sales letter,naturally,folto play
the outline most closely
as it has come
; and
by far the largest part in business correspondence it is
the sales letter and its construction that should be given
the
carry
chief attention.
by one and compare
them with cross-sections of a good salesman 'sseUmg
talk. You will be surprisedto find how closely
the parallelism
follows and how simple a propositionit is to write
after aU, once
a good business letter,
you learn that it is
on
merely a matter of talkingto your man
paper.
TAKE
First,you
or
own
on
or
number
success
proposition
may
how
of ways
"
of the reader.
You
by
tence
sen-
an
opening
arouses
his curiosity,
that hits some
of
one
by a strikingstatement
terest
problems, difBculties or desires. This initial inthe part of the man
addressed is absolutely
essential to the
your
one
paragraph, for instance,that
or
his
a
up
get the attention
must
do this in
may
elements
these
strong
your
of the letter.
No
matter
how
well
be stated in the body of the letter,
close,
your
efforts will be lost if the
reading.
opening does not start the man
Following this attention-winning
opening, the good
and explanation,
letter runs
directlyinto the description
ELEMENTS
13
Sin
Dear
If
Opening
compelling
CONTENTS
AND
dollar
this
latter
bill,
uable
to
It
than
you
printed
wore
could
the
on
ten
a
be more
It now
aoarcely
raessa^e
jraltains.
con-
attention
For
of
It
few
a
cost,
Descrip-
tion
and
explanation
UHEH'S
a
boolt
interest
up
a
BOOK
that
contains
office,
actually
factory
In
Argument
and proof
"
convic-
tion
less
Persuasion
concern
$96,000
worked
single
a
the
company
^Ives
a
sales
of
30
force.
out
In
all
than
a
alone
system,
chapter
two
iiaerloa
and
-
apeciric
factory
chapter
one
large
one
In
In
complete
schenes
for
creasing
Inlljte yours,
a
book
that
In charted
form
30
over
and
built
selling plans that have
businesses.
cost
a
lasued
ever
and
sales
a
business
outlines
^lant
Is
to place
In the
hands,
aljnost
out
withmanufacturers,
JJATOI'Aarcopy of the greatest
TEXT
"
arousing
offers
large
sales
this
In
In
year.
of
manager
complete
there
another
typewriter
a
system
new
Yet
these
for
aging
man-
only-
are
equaTly
all
articles,
book
th^t
out,
saved
factory
expense
valuable.
It
tells
how
to
stir
enthuse
up and
how
to
force;
costs;
keep factory
how
to
and
market
advertise,
promote
your
In
to
cut
articles;
how.
fact,
down
expenses
sales
your
and
of
Increase
business
Induxe-
bulldli^
And
meni
each
the
first
bound
book
will
back
come
-have
you
Closing
read
of
must
you
book
remain
this
xirera
will
money
to
snap
this
up
letter
will
$2
you
act
now
-
this
and
Yours
over
12
a
page
magazine
for
pay
the
hand
on
the
even
you
times
many
of
send
300
splendid
And
the
one-half
But
"
climax
and
clincher
this
for
to
free.
To
iianufactur-
we
of
charge.
expense,
la
book
mine
^old
a
thousand
one
copy
without
no
the
Is
to
subscribing
cloth
Is-
remember,
of
era
It
Ideas.
profits.
It
before
Issues.
2700
only
copies
live manufact-
and
So
offer.
mall
very
us
pin
your
today.
truly.
used by a magazine in gettingsubscripactual letter,
tions,
in logically
model
a
presentingevery element of
the unusual
opening that compels attention,
salesmanship. From
close
the
to
prompting immediate action,the
through
urgent
straight
finds himself almost
reader
unconsciouslyled step by step to an
irresistibledesire to buy.
Here
is
an
that is almost
14
which
is
planned
must
be
value
of the actual
the
on
above
to
all
goods,you
a
As
demonstration
the
on
of what
before his mental
see
can
and
you
to offer.
have
your
man
your
Picture
the
it swims
vividly that
so
feel and
show
cannot
you
description. Give
its advantages
use,
of having his goods
"
prospect
letter writer
the
knows
salesman
specific.Every
depend
must
definite idea
its
article,
a
This part
gain the reader 's interest.
ground, so that
understand.
LETTER
THE
OF
POSSIBILITIES
eye.
proof of your statements.
Proof
or
argument follows logicallyafter explanation.
Its object is to create desire. It is not enough to give
But
your
the
reader
prospect
have
must
idea of the nature
an
principlesof
or
make-up
or
ing
work-
You
thing you are sellinghim.
reinforce all these by arguments, proving to him
must
the advantage of the purchase, the saving that he will
the increased efficiency
he can
effectin his business,
attain
in his work, the pleasurehe will derive from the article.
Proof may be presentedby showing the satisfaction which
the article has given to other buyers or by some
novel
the
of its
demonstration
qualityand
value.
the heels of
PERSUASION,
desire. Here
on
the
reader
must
argument, intensifies
be
shown
tactfully
how
possessionof the article will bring benefit to him
personally. Possibly the best kind of persuasion is the
subtle suggestionwhich picturesto the reader the satisfaction
actual gain which
or
ownership would bring.
evidence that will prompt him
Argument is giving a man
to act
of his
own
volition. Persuasion
of the salesman's
or
the writer's
is the added
fluence
in-
that
personality
himself hesitates.
brings action when the man
Then another thing which the letter as well as the salesman
must
do
"
offer
a
inducement.
specific
You
know
ELEMENTS
how
AND
CONTENTS
15
the clever salesman
Always
he holds back
should
you
accept his proposition.This is the part that
inducement
plays
the climax
or
whether
not
you
manipulates his talkingpoints.
tillthe last some
extra reason
why
in the
letter.
the clincher.
As
And
one
in
hesitate,undecided
you
order, the shrewd
last advantage which he has
or
it culminates
salesman
to
held in
shoots at
reserve.
he foUows it up immediately
And, you will also recall,
by placing before you an order blank ready for your
signature. He has learned the secret of making it easy
to order.
And
that
is what
business getting letter
"
and
you,
follow up
do
too, must
your
in your
last inducement
"Act
today" by giving the man
something to
sign a post card, a coupon, something that is ready to
it so plain to him what he is to do that
retur^. Make
there can'be no possiblemisunderstanding. Say it in so
your
"
words
many
"You
"
do this and
climax
will do that."
we
Aim
direct,so strong and simple that
resist the temptation to reply.
the reader cannot
Give this contents
outline application. Take, for example,
to make
your
so
the first letter in this
chapter,an actual business
books
successful in sellinga great many
letter that was
by mail. Note what an analysisof its make-up reveals,
how it leads step by step to its strikingclimax
Here attention is won
through a strikingopening asreader.
the curiosityof any
sertion that must
arouse
.
"
in the very next sentence into explanation.
of the book 's value is found in statements'of what
it
But
Proof
runs
its plans have
done
for other
concerns.
persuades through suggesting what
enable the buyer to do.
the book would
inducement
through ofEer J3f the book free
Finally the climax
act
at
once
because
comes
the
in the last
number
The
next
graph
para-
possessionof
Then
follows
premium.
urgent suggestionto
as
is limited.
a
And
how
POSSIBILITIES
16
Sin
Dear
Common-
place
We
80,
bulliUng
ex-
pressions
can
and
machinery
entire
idea
of
If
Does not
should
actually
you
meet
prices
and
supplies
equipments.
share
of
interest
of
an
hear
action
confident
are
your
you
from
you
business
at
they
will
and
us
have
very
let
hoping
date*
we
a
may
we
are
truly.
typical sales letter,filled with stereotyped expressions
and
real sales talk.
It
wanting^in personality
absolutely
commonplace form of generalsolicitation and would give
is
reader
will
early
an
Yours
and
follows a
obtain
approval.
your
Trusting
Prompts
catalo^e.
in tliese ^ods,
we
to
opportunity
quote
Interested
and
are
mitting
trans-
line.
our
glad
be
we
power
1G09
find
our
this
can
you
through
.By glancing
some
no
mill
erect
and
furnish
of
Enclosed
ment
argu-
Here
of
that
you
klnda
all
for
headquarters
advlea
to
wish
Te
typed
no
be
Buppllee.
Stereo-
No
you
and
If
factory
In need
new
a
will
you
presume
we
that
Informed
been
have
contemplate
opening
LETTER
THE
OP
a
the
that
impression
it was
addressed
to him
penamalljf.
It does not propose
whole the letter is purelycommentary.
The
in the entire
offer
statement
or
one
only positive
specific
thing.
It does not interest the reader
letteris that a catalogueis enclosed.
his desire. He has no
for answeringit.
or
reason
arouse
As
The
a
lacks the directness necessary to win attention.
much
There
is too
"we" and not enough "you". Such expressions
and "wedesire
"we notice","no doubt"
as
to inform you" are
a
nd
detract
from
directness.
superfluous
opening sentence
It is
mistake to suggest that the reader "glance" through the
catalogue. He should be asked to go over it carefully. Instead of
an
the
opportunityto quote discounts "if he is interested,"
soliciting
a
letter should
feature of
meet
actuallywin
service
quality,
his interest
or
by playing up some
particular
priceand showing how the goods will
his needs.
The close is simply the mildest suggestion,
inspiresno
offers no inducement
for the reader to answer.
Notice how
the
action
and
is handled in the rewritten letter:
proposition
The opening appealsdirectly
to the reader's needs, compellinghis
attention. The second paragraph wins his interest by picturingan
same
undesirable situation he may
face and
sjiowinghim
how
to avoid
it
18
POSSIBILITIES
could
ordering be
made
money
to this letter
and
Of
so
clearly as
may
this.
the finished
only
and
individually. Then,
of each
the
upon
letter that
with
reader,
an
will bring
The
New
EVERY
every
is a
new
novel
tool
every
study
appreciation of
can
you
your
But
build
a
each
the
balanced
And
the
or
to
machine
or
tomorrow's
plan, scheme
in the
letter that
line of
tower
ness
busi-
process,
hands
principle,
today's
or
of
originalthought, the
the
effect
Sales Letter
abandons
graph
para-
day's
yester-
that
formalities,that hits straight,
hevsrs
one
results.
builder.
success
of
one
of learning their
is to
use,
upon
interest.
degree,
method
sure
proper
reader's
some
of appeal
method
depend
must
off
marked
elements
the
the
contains, in
The
functions, value
have
win
your
today."
us
Judgment
will
letter
elements.
mail
"pin
Simply
entirely different
An
of what
LETTER
easier?
letters
advisable.
seem
knowledge
these
aU
not
course
THE
OP
"'you", is
of business.
stone
for
^bdJ
CHAPTER
The
Make-up
of
first estimate
THE
III
business
a
A
letter.
business
conventional
from
departure
any
impulse
shape
it
the
routine
the
attracts
in
notice
itself
the
of
service
clothes
or
or
other
that
use
any
a
odd
as
design,
object of every-day
from
departs
of
house
His
forms
the
to
first
unusual
a
away
attention
his
way
;
peculiar
a
table
unique
familiarity
which
dinary
or-
notice
breaks
It
upon
same
the
of
criticize.
to
known
un-
of
to
standards.
.
suit
with
communication
a
an
appearance
letter, is quick
a
it obtrudes
;
his
of
is
arrangement
the
on
accepted
receiving
upon
or
from
forms
of
is familiar
who
man
Letter
makes
man
is based
correspondent
his
Business
a
he
and
been
has
accustomed.
It is
of such
undoubtedly
changes
generally
been
have
that
true
are
pleasing.
observed
forms,
accepted
for
do
expect
the
the
unusual
so
cautiously
same
in
dress
or
it is also
especially
He
who
that
manner.
adopts
cause
;
faUs
to
the
effects
that
true
business
of
defined
well
for
and
criticism
occasions
rare
But
certain
practical experimenting.
should
on
letters,
after
reasons
standards
new
otherwise
him
the
who
he
may
adopts
POSSIBILITIES
20
LETTER
THE
OF
practicalpurposes, the size of a sheet of business
stationeryshould be approximately 8 by 11 inches ; even
though it vary an inch or two, in either dimension, it
For
proportions. This size has
of
been
established
by no single authority or group
it as he wiU ;
and a correspondent may
authorities,
vary
wrote
an
a man
a message
on
once
oyster shell,stamped
livered
in the course
of time, deit,and the postalauthorities,
it to the addressee.
But the standard
envelope
is 3y2 by 6% inches in size,and a sheet about 8 by 11
inches folds into it very
conveniently and is handled
more
quickly and safelyby the post ofSce than smaller
envelopesthat may get lost in the shuffle ; the miscarriage
of small, odd shaped envelopesused for sending out personal
observe
should
cards
social
one
about
and
faux
and
sheet of these
to file. And
sane
size and
school
originality.For
other
size,are
form
proportionsis convenient
business houses
as
business
EVERY
stationery with
are
legaldocuments, manuscripts
letter should
"
sent
out
on
in
the sender
an
one
a
business letter head.
envelope with
in the upper
the
without
It should
and
name
left comer,
of the
to sender"
business
on
side of the sheet only, and
pointing-hand stamp
"return
of standard
be written
printed,lithographed,
engraved
clearlynoted
generally
envelopes and sheets of
preferred to the oyster shell
largersheets,largerenvelopes,also
provided.
be written
than
more
usage,
standard
and
caused
pas.
observe the safe eind
of
has
announcements
Furthermore, a
to handle
these
may
so
causing undue
be
address
of
or
otherwise
that the oflficied
with
postoflSce,
be
should
in
affixed,
annoyance
the
case
as
tions
instrucof
is
delivery,
non-
some-
MAKE-UP
times
back
A
OF
21
LETTERS
occasioned
by placing the return address on the
of the envelope or in some
other imusual place.
should be kept of every communication
that
copy
leaves the office. Either
the time
a
carbon
copy
may
be made
at
(six good copies may be
made simultaneouslyon the average
typewritermachine,
although only one is usually required) or a letter-press
be made
from
the sheet after it is signed.
copy should
Both forms have been accepted by the courts as legal
constant
copiesof correspondence. In the average office,
reference is made to former correspondence; no business
house
the letter is written
afford to
can
Carbon
the
copiesare
ignore such a record.
either by
usuallyfiled alphabetically
of the company
name
the letter
individual to whom
or
be filed
copiesmust necessarily
letter-press
when
even
chronologically,
separate hooks for each letter
In either ease the search
of the alphabet are maintained.
ing
through the files for a letter copy is facilitated by placis addressed
in
a
;
the name,
address
uniform
location.
and
date of
a
letter at the
top and
be placed in the
upper
right comer
know
when
the
bearing
The
date
of
letter should
a
of the page ; the recipientmust
have a
is sent; it may
communication
other
The
communications.
name
and
address
on
of the
addressee,similar to the address on the envelope,should
in the
be placed, as the formal salutation,
in all cases
the correspondent
of the sheet,whether
left corner
upper
be
Sir"
greeted "Dear
this establish at
communication
once
is
or
"Gentlemen."
the exact
intended, but
individual
Not
only
for whom
it facilitates the
does
the
filing
correspondence,both by the recipientand by tha
The margins of a business letter,owing to the
sender.
usually of variable
limitations of the typewriter,are
of the
width.
The
space
occupied by the letterhead must, of
LETTER
WAME
THE
OF
POSSIBILITIES
22
LETTER
H"CAO
4. ADDRESS
SALUTATION
BODY
COMPLIMENTARY
OF
LETTER
CLOSE
SlGtJATURE
L
TITLE
This form illustratescommon
in the arrangement of a business
errors
letter:margin at left too small;letterhead too near
top of sheet;ragged
d
ate
and address
at
line
right;
margin
extendingbeyond margin;name
of addressee do not balance with date line;salutation too high;paragraphs
not clearly
indicated;
crowding at bottom of page.
MAKE-UP
OF
LETTERS
23
showing the apgood arrangement of a one-page business letter,
proved
and
at
sides
balance:
in
uniform;
margins
paragraphs
top
type
the body may Belndicated by indentations of firstlines or by double,or
triple
spacingsbetween paragraphs.For convenience as well as economy,
have onlysingle
business letters now
spacingsbetween lines.
A
24
POSSIBILITIES
determine
course,
OF
the margin
LETTER
THE
the
at
sheet.
top of the
the margins at the left and right should
Theoretically,
be exactly the same
writer
however, the typesize;practically,
lines will vary
in
length and cause
In printing,the
tmeven
an
of many
use
right side.
sized slugs not only between
the
words
but between
letters themselves,rectifies these variations,
but the typewriter
is not so equipped. The
the right
more
even
uniform
it is to the left margin,
margin is and the more
the better the effect. The margin should be about one
or
edge
the
on
and
one
half inches
a
in width.
margin at the bottom should not be smaller and
preferably greater than the side margins. Should it be
smaller,the page will at once appear cramped for space,
will be reallyrunning over
into the
as the reading matter
that is as noticeable
margin a typographical blunder
on
typewritten as on printed pages.
The spacing between the lines and between
the paragraphs
The
"
of
business
a
letter may
the tastes of the individual
practicalnature
for
Both
for
economy,
in words
most
business
letters
are
a
of
on
Even
when
a
few
letter should
be
as
in mechanical
sheets if
one
use
of
a
genera] principles.
and
will
single spaced
line from
as
"
Hence
serve.
only
"
of
compact
production
letter is short,it is advisable
uniformity,to
suit
to
convenience
the typewriter separates one
space
of
establish
and
two
somewhat
although considerations
purposes
take up
not
to
instance,a
both
possible,
it should
tend
vary
single
a
another.
for purposes
singlespaces only.
firstline of
paragraph is usually indented
THE
from five
fifteen points
the
each
to
business house
should
on
machine
establish exactly what
shall be in order to
secure
"
each
this indentation
uniformityin
its corre-
26
POSSIBILITIES
approved
indent
Any
a
from
departure
separated from
are
is
paragraph,
distinct
idea.
of
each
closer
the
address
of
production
conspicuous
erasure
nullifies the
address, like
The
as
"
single,
a
conforms
readily
to
the
are
with
any
in
en-
have
been
mechanical
served,
carefully ob-
destroyed by carelessness.
that
should
is created
be
taken
by
to
an
otherwise
guard
against
Right Letter
trifles and unconscious
UNNAMED
the
impressionsdrag sales
across
line of
profit.The
letter dissuades
more
stupid,ill-dressed
buyers than all
the
errors
and
sheet bringswith
self-forgetful
salesmen
"welcome"
make.
motto.
A
finger mark
a
impression.
wrong
The
own
the
less danger
the
the sheet,a blot,or
on
Care
details
letter
be
impression
page.
above
business
a
its effect may
creating
more
of the
items
unit
a
by the postofficeand
all of the
when
perfect
as
be
loss.
or
Even
not
should
forms
various
other.
generally read
The
handled
delay
these
the
generally accepted forms, the
velopes
does
of address
popular form
cautiously, especially if
address
LETTER
THE
lines at all.
radical
made
less
though
the
OF
The
neat
it its
Part
II
ELEMENTS
THE
OF
LETTER
BUSINESS
The
SOME
men
in
they
And
Single
talk
Aim
without
getting anywhere
ing,
particular.Aiming at noth-
hit their mark.
letters
some
close.
salutation
to
ink
that take
marks
rambling
so
They are
from
go
many
space.
up
lawyer make his
plea. He selects his points, marshalls
in order, drives them
them
home, aiming
the verdict.
always at one vital end
listen to the master
But
"
the
And
good
business
design. Attention,
terminal
Plan
one
order
"
they
all lead
single
are
to
sentials
esone
"
letters
in view
desire
turn
a
interest, desire,
but
enroute,
action.
your
end
letter has
now.
to
"
but
keep
logically,
to
crystallizewants,
decision, get results, the
IV
CHAPTER
How
to
MOST
men
man"
of
a
pieces"
say
you
But
he
we'll
"
he
be
and
with
you
have
to
"Prom
with
enthusiasm.
with
and
Jones
Company
"
pretty
some
the
last lot
we
books,
blank
their proposition?
and
soon
bought
"
I'm
not
Smith
from
Company."
That's
man's
your
sales
your
letter,and
A
pointlessproposition
The
water
ever
which
information
he
that
times
in
He's
ten.
favorably impressed
does
what
stereotyped opening.
A
be
to
A
very
nine
attitude
ready, willing, anxious
the
what
interest,even
says.
needing
entirely satisfied
into hundreds
runs
read
to
busy
a
him.
what's
"
mail
Even
simply can't.
he
"
the sheet
they?
are
anxious
as
letters.
your
daily
whose
to have
this?"
"What's
eh?
read
just
can't
opens
who
want
man
are
as
He
is
a
to
Attention
Letter"
Start
he
with
get?
does
probably
not
contain
wants.
grovelling,beseeching, spineless superscription.
first acts
his interest about
upon
would;
the
gets that
far
second
"
If your
letters
irritates him;
simply
he files it in the
do
adds
nearby
not
as
speed
waste
to
a
the
pail of
last
"
cold
if he
the fillipwith
basket.
bring results,do
not
console
GETTING
ATTENTION
29
yourself with the false belief that all sales letters are
scrapped by the clerk or boy who opens the mail. Once
in a hundred
times
maybe. The other ninety and nine
"
failures
due to
are
fault with the letter or the proposition
some
it presents.
understand
NOT,
give
me,
in every
returns
letter will
leave
invariably
Your
may
man
to make
with
I claim
your
onj/ letter will
case, but the
rightsort
market, he
the
not be in the
the immediate
matters
study
that
investment,he
of such importance as
proposition. But if the
right sort of a
of an impression.
may
not
may
be
not
to
feel able
engrossed
be
letter is
able to
right,it
will do its work.
A
bad start wiU
What
is
a
bad start ?
does not
nail
not
this
turn
kill an
otherwise passablesales letter.
opening which
attention with the first phrase, which does
attention to vital,
personal interest.
I should
say
any
Attention!
Study that word carefully.There are as many
ways
of attractingattention as there are colors in the rainbow.
A few primary rules may
be evolved,but these are subject
infinite number
of shadings and variations.
to an
Personal
taste
will determine
how
best to attract
moods
in different classes of letters ; conditions,
the exigenciesof the moment
and
make
tone
of the individual letter.
the reader
making
your
will govern
feel
as
if you
the exact
Your
yourselfwere
tion
atten-
and
ing
color-
start should
at his
desk,
talk.
from
steer away
hope to do this by all means
will never
the stereotyped opening. You
get a man's
old common-place way :
attention if you begin in the same
"I have the honor to inform you," or "In reply to yours
of the 18th I heg to state." There is no particularhonor
As
you
30
ELEMENTS
involved in informing
man
A
should
business
"beg
that he
me
reason
no
something
to state"
told
man
and
me
LETTER
THE
OF
letters that he fired them
got
so
earth why
on
a
asked him.
I have
sick of "bogging"
waste-basket.
all into the
right off the bat?
When
I write for a catalogue,for example, why should
a man
begin his letter in reply with a preamble like this :
to our
office,
"Answering your recent favor addressed
wish to state that under separate cover
we
are
we
mailing
1909 catalogueand trust you may
find
you a copy of our
such a lamp as you requireillustrated therein."
Why not break right in: "The catalogue you asked
for the other day is going to you in this mail and we are
will find listed in it just the kind
so confidentthat you
of a lamp you want that we want you to go through it
I feel instinctthe difference?
ively
very carefidly." What's
on
reading the first that they are sending me that
catalogue as a favor. The other gets my attention and
Why
not
what
say
interest because
I
have
you
made
am
to say
to feel there is
cataloguethat I want.
After all,
the easiest and best
be perfectlynatural.
When
a
with
enclose
"Agreeable
to your
a
lamp
to start
way
clothier
a
letter is to
answers
request of
in that
my
recent
date
booklet," he not only fails to make
good impression,but he actuallymakes a bad one.
begins that way simply because he thinks formalities
you
because
in
much
manufacturer
a
doing
does:
"
a
cedar
is not
natural
more
chest.
And
He
do
idea in
the customer
me
He
are
a
favor.
a
begin as this motor
the manufacture of
wants
here is
gets my
of
a
good beginning
but it implies
only stilted,
it is to
"Our
mechanically correct."
sell me
he flieswide
condescendingto
is just this
motor
so
the sentence
that he is
How
we
our
But
necessary.
quiry
in-
a
a
man
motor
who
attention and
that is
would
interest
GETTING
Dear
ATTENTION
Vr,
Buritoi
Attention
Explana-
tion
and
well
as
fountain
your
why
machine
them
re-Ink
the
We
special
process,
to
them
take
and
for
Persuasion
will
Clincher
Is
them
one-half
the
a
few
a
new
the
not
folder
the
And
them
pack
and
first of all, as
er
soon-
save.
put
up,
send
them
on
the
along
now?
and
clearly,
paragrapSs.
present, yet they are
It
"
But
you'll
more
label
at*
cost.
fully.
you.
the
your
with
our
and
Ink
bons
rib-
truly.
very
sales letter that is especially
good because
propositionfuUy.and
in
with
enclosed
convince
them
of
worn
then
practically
shipping
right
is
worn
can
will
scarcely
Yours
Here
the
one
you
treat
refill
you
Why
enclosed
Qxanlne
proposition
send
you
can
ribbons
only
Our
trial
a
fill
these,
Read
explains
you
fabric
all.
return
your
Ve
will
you
worthless
that
becauea
throw
away
ribbons?
as
If
apparently
find
throwing
of
pen.
Argument
prouf
thlnli
simply
pen
Then
duplicating
argumerU
and
wouldn't
You
fountain
your
is ejchaustad.
away
Ink
31
so
makes
All the
it presents its
strong and conyjncjngappeal
of salesmanship are
elements
a
cleverlyinterwoven
that
the
letter
stands,
a_ unit.
of
of the two methods
Attention is won
through a combination
this
of
word
the
in
letterrecommended
use
a
chapter
"you!'
opening
Another virtue of the opening is
and
direct unusual
statement.
a
"
that it states aTEacTthatthe reader is Jorced_taagree, to, thus laying
transaction.
the basis of confidence that is so desirable in every selling
and
all are
first three paragraphs explain the proposition
The
Proof of the reasonableness of the propolikewise full of argument.
sition
the
is offered in
suggestionthat the reader examine the ribbons
himself.
There
is both
argument
how
action
may
persuasion and
of
m""'^y
be
saved,
prompted
inducement
and
the
when
you
in
paragraph four's
close is
do
not
a
gent
ur-
good example of
give the prospect
attention
presented of calling
of
to enclosures without
breaking the gontituiity the letter,and the
ing
label is an especially
reference to the shipping,
good example of makorder.
for
to
the prospect
it easv
anything to sign.
Two
instances
are
ELEMENTS
32
from the start when
he says
LETTER
THE
OP
"You
:
that in Colonial
know
days nothing was considered equal
for preservingfurs,blankets,etc."
to
a
red
cedar
chest
success-bringingletters consider
that the problem of gaining attention is solved best
by use of several words, sometimes displayed in capitals
thus :
or underliued,as the first paragraph of the letter,
SOME
"Dear
-writers of
Sir:
"BIG
PROFITS
"Dear
Sir:
"FIRE
TWO
"You
MUST
today."
act
Sir:
"Dear
I GIVE
"MAY
It is to
advertisement.
of your
of words
with all the
with
the reader
YOU
is based
plan
Used
CLERKS"
YOUR
OF
Sir:
"Dear
This
YOU!"
FOR
a
$1000.00?"
upon
successful
sales letter what
You
a
summarize
advertisingpractice.
catch-line is to
an
ture
strikingfeapropositioninto the smallest possiblenumber
and hurl them
at your
prospectivebuyer
emphasis at your command.
the idea is excellent.
It makes
discretion,
sit up.
The
human
the
mind
most
is
so
constructed
that it
requiresa positiveand conscious mental effort to
turn aside from any
thing which has aroused curiosity.
The normal
osity,
that curioperationof the mind is to satisfy
even
teUs him that
though the reader 's cold reason
he is not likelyto be interested. An admirable example
of this scheme
addressed
to
was
subscribers
singleword
"Expired!"
letter of
from
a
whom
being solicited. The
were
the
the
"
magazine publisher
renewals
of subscriptio
letter opened with
34
ELEMENTS
LETTER
THE
OF
attitude of
self-complacency. It is the normal
attitude
titled
en-
roll-topdesk.
a
"
writer of sales letters will employ the word
with
man
It is,if you please,your
gent
^the attitude of self respect. The intelli-
to sit at
own
a
tact and
discretion.
\
it is the
Because
open
"You"
sesame
attention is the very reason
why it should
carefullyguarded and sparingly used for businessman's
to every
be
all times.
getting at
A
sales letter is
change
convictions.
(in which
a
Before
views;
three
he
to
man
a
never
he must
heard
of your
be enlightened);
his present goods
or
of
one
proposition
he
he
is satisfied
has
an
^spected,though
you
methods;
or
terest,
in-
new
alter his past
or
reads the letter he holds
he
either
case
with
designed to lead a
man's
point of view
or
active
prejudiceagainst you.
In any case, his opinionmust
are
writing in an endeavor to
OPEN
be
r
alter it.
with, "You realize,
of course, that
is
are
losing money
iy not iuying our
you
to insult your
prospectivecustomer
by tellinghim that
he is deliberately
throwing away
money.
is the second most
"Tou"
cabulary
important word in the vo-
TO
a
letter
"
and
the
pellerit is without
may
not
second
peer,
oldest.
but
take liberties. The
remember
it is
As
a
writer
an
word
attention-comwith which
one
of sales letters must
that he is
generallyaddressing a stranger, and
that while a friendly,
attitude is
natural, man-to-man
desirable,nothing that verges upon
will be
familiarity
tolerated.
"You"
is familiar.
get the reader's attention.
will,without
Therefore,be sure
gets the right sort of attention.
surgeon
most
was
asked
what
It
When
a
certain
doubt,
that it.
eminent
part of the human
he replied,
"The
sensitive,
body was
pocketbook." Even
a
GETTING
crude
to the
appeal
in business
be
may
sure
we
It is easy
enough
endeavor
you
undivided
The
first is
within
man
word
and
intent
as
to
attention:
to
vitalize that
whom
which
we
display
pocket.
the
"
the appeal to the
attract
are
ting
money-get-
on
pointsupon
to
rub
the
attention
comes
into personal,
interest.
trick of words.
a
hearing will
uttered
Men
individual
gain instant attention
can
"You"
line,the word
when
is
yourself. These, then, are
as
attention.
The
money.
sales letter is addressed
your
35
will win
purse
make
to
ATTENTION
make
must
gained
is
double
loss,for
something of no
turn
again
Cry "Stop !" and
call.
to your
But
its personal appeal
lost.
And
attention
every
the next
or
the
tention
at-
lost is
a
pausing to hear
interest will not be tricked again.
pitfallof the
That, I believe,is the most treacherous
the employment of shrewd
writer of sales letters
means
to gain a hearing and the failure to take advantage of
will interest,perthe opportunity with a letter which
suade
Too
absolute conviction.
and finallycarry
many
writers stop half way.
They are like a chap I knew at
able to hold
college always able to get a job but never
the "gilt wore
off."
because
it was
He told me
one.
a
man
once
tricked into
"
"
You
have
your
man
's attention
that you
SUGGEST
of your letter and
have
his
for his interest !
now
help the
you
signature.
er
read-
have
hovv^, and you
Prove
it,and you are
Tell
interest.
can
:
his tention.
athave
his
to
likely
V
CHAPTER
How
Your
story"
incidents
ofSee
your
and
the
are
knowledged
ac-
fiction is the
short
experience.
common
heiress
director
the
the
dealing with primitivepassions,
which
and
boy
writers
newspaper
one
"
of
wash-woman
Interest
of successful
form
interest
the
and
magazine
AMONG
"human
Arouse
to
of
at
a
boarding
school,
railway,
great
are
equally" though perhaps differently" affected by it. It
deals
with
fundamentals.
interest it is which
possible a
penny
of your
and
a
at
random
Let
from
us
the
imderstanding
an
several
suppose
sells millions
we
; one
apply
to
easiest
to
are
"About
Mrs.
that
so
writing
is
a
cold
commercial
quickest
way
to
taken
at
we
will
a
to
a
woman
on
subject which
opening described
use
Myers:
Boy
and
difficult to define
widely different industries.
the display line
preceding chapter,
"Deab
of magazines.
is to cite examples
of boy's clothing. This
readily
makes
the basis of nine-tenths
term
vague
proposition. Perhaps
arrive
playhouse, which
be made
difficult to
more
the
sales letters.
interest is
even
which
it maj'
successful
Human
packs
press,
Properly handled,
man
Hu-
It ignores non-essentials.
of yours."
it,thus
:
ject
the sublends
self
it-
in the
AEOUSING
We
have
her
attention
for the boy is the most
his
INTEREST
of that there
;
or
we
next
naturallyto
be
can
interesting
subjectin
mother, whether he be an
the neighborhood terror.
make
37
no
"Ioubt,
the world
effeminate littlebook-worm
Now
what
statement
that attention into interest and
to turn
to
can
lead
proposition? What littlefact of human
will open her mind, enlist her sympathy, gain her
nature
confidence and bring her to look at our propositionfrom
the rightstandpoint?
"He
our
is arrivingat the age when
asserts
itself.You
he is
his spiritof manliness
find him imitatinghis father'smanners
using your
embroidery scissors to shave with
he is no longer ambitious to be a policeman,but has
his eye on the Presidency. Among the serious problems
with him today is this: he is beginning to want
manly,
square-cut 'grown-up' clothes. He is no longer satisfied
with ordinary boys' clothes. He wants something 'like
father's.'
that patheticThis is human
interest. We touch upon
ally
humorous
between
hood
childperiod of transformation
and youth in order that we may
bring our reader to
approach the subjectof her boy's clothes from the boy's
own
viewpoint.
"
"
"
"
AGAIN
by
may
we
take
as
of
the manufacturer
device
to
his
use
to
an
electric motor-controlling
persuade electrical contractors
was
board
on
a
the V. S. Monitor
Whitehead
'A
ticklish
'Florida' when
she
torpedo containing 200 pounds
of gun-cotton.
"
letter written
goods.
hit by
was
wished
example, a
Sir:
"Dear
"I
who
an
position,'
you sayf
OP
ELEMENTS
38
LETTER
THE
water-tightcompartments of the
Switches.
controlled by Ajax Automatic
'Florida' are
closed the
When
the torpedo hit us the Ajax Automatic
because I knew
I feltentirelysafeand secure
bulkheads.
"Not
the
fail."
war, dynamite
Ajax would
Here
The
all.
at
not
have
we
The
interest.
of human
elements
and
sudden
writer
death
as
referred
the
to
a
subjectthat had had wide publicity.He added a bit of
of the inside
personal experience,
gave his readers some
historyof an important event.
Again, a maker of eye-wash might say:
Sir:
"Dear
*'
Trouble
with
thousand
"Ten
State
York
Here
The
eyes?
your
last year
blind
in New
1,000,000 pairs of eye-glasses
Over
in
eyes
danger?"
appeal to fear a primitivepassion.
interest
whole
object of employing the human
we
"
idea is to lead the reader
from
went
people
alone.
Are
sold.
were
your
which
we
desire him
naturally to
to consider
the
our
point of view
proposition.
This is important.
competitionof today, any successful sales
individual twist. We
an
plan must be given a peculiar,
must
accentuate
some
point of superiority.And then
must
we
tion
bring our prospectivebuyer to view the proposifrom that angle. This,in cases where one deals with
people unfamiliar with the technicalities of our business,
be done best by the introduction of the human
est
intercan
In the stern
"
element.
THE
who
we
problem
of
understands
have
to
securing the interest of a man
thoroughly the general proposition
present, is somewhat
more
diflScult.
AROUSING
Dear
Intimate
hone
question
about
39
INTEREST
Mr.
Bensoai
You
believe
from
In
protecting
don't
fire,
It
protecting
your
But
you?
the
fron
how
other
elements?
wins attention
roof
time
next
may
lealt,, your
Arouses
soaked
and
interest
valued
contents
beyond
repair.
For
Explana-
tion
rans
to
nails
and
and
even
risk.
-
In
and
of
raw
out
year
conditions.
tion
and
is
that
goes
a
Just
up
was
how
put
Induce-
ment
protective
right
laid
be
the
booklet
nails
Clincher
and
cement
roof
fill
mall
on
the
three
Over
oxidizes
makes
a
moment
since
face
suraffected
un-
figure
and
roof
your
to
its
longer
Fllntold
qualities?
the
and
the
enclosed
old
cost
The
in
best
very
In
absolutely
or
dampness.
over
-
laid
year
trust
shows.
Simply
your
and
you
the
a
at
weather
that
for
Can
Here
withstand
and
been
has
what
ute
absol-
get
surface.
cold
to
than
can
is
and
down
it
you
severe
coating
heat,
on.
can
In.
throu;"h.
for
of
made
slate
sit
long
doubtful
beat
more
no
nost
exposure
as
by
soak
will
entire
red
a
short
solid
Persuasion
to
are
out
Fllntolrt.
It
the
over
after
most
shingles
pulling
you
that
materials.
layers
proof
cost,
the
Fllntold
Explana-
to
In
protection
iB
a
roofing
last
water
damaged
rain
necessary
For
at
"
shingles
ordinary
and
hone
the
water
Isn't
It
this
be
choicest
later,
curl,
or
the
But
Argument
your
shingle
your
may
rot
ed
shadwhen
they
quickly
looh
thou";h
they
firm,
nay
allow
.run
-of
allowing
Furthermore,
they
the
and
warp,
rains,
ceilings
of
soma
sooner
bound
into argument
it
The
we
pay
roof,
freight.
the
dimensions
order
as
includes
of
blank,
sign
today.
Very
truly
yours.
and held from beginning
good example of interest won
contains
cleverly
explanation,
every paragraph
with other elements.
combined
Argument begins with showing the
of shingleroofs, and continues
through paragraph five.
inferiority
the
Proof of qualityis found in
explanationof weather effects;persuasion,
in the query as to the shingleroof; inducement, in the agreement
to pay freightcharges. The
closingsentence bringsaction.
'.Ohis letter is
to end.
a
Almost
40
ELEMENTS
OF
Quality,price,service
looks at.
Human
his attention.
and
interest
But
LETTER
a
way
"technical
"
a
be invoked
seldom
can
such
what
profitare
is
there
THE
buyer
to hold
interest"
will call it for convenience.
we
Scattered
about the world
it-alls" to whom
technical
remain
advances
are
a
few "know-
fallacyand the
a
of progress a stampede to ruin.
But the generality
of men
are
ready and eager to take advantage of
march
improvement
every
closelyevery new
ment
developIn going to a manufacturer
with a
watch
"
in their trades.
machine, a
new
there
attachment
new
for
use
his
on
product or
staplematerial,immediate attention can be gained
by attractingto his notice at once your leading point of
superiorityand explaining it tersely,technically.
even
a
If you
of
a
an
incandescent
new
right down
"Dear
writing to
are
to
electric lightman
lamp for
use
his
on
the subject
on
lines,
get
cases.
Sir:
"An
of one watt per candle is guaranteed
efficiency
is maintained
for the Hilight Lamps, which efficiency
throughout a guaranteed lifeof 1,000 hours.
"The attached report of tests iy the Electrical Testing
Laboratories will give you exact, detailed and unprejudiced
unit."
information on this new
To the generalpublic,or to anyone
unfamiliar with the
technicalities of the
appeal would
an
it is the surest
as
be
incandescent
lamp
To
unintelligible.
well
as
business,such
men
who
direct method
the most
know,
of exciting
interest.
The
danger of
the fact that
more
and
we
knowledge
graver
an
appeal
sometimes
than
danger is
to technical interest lies in
give
our
readers
they actually possess.
that
we
are
liable to
credit for
Another,
lapse into
VI
CHAPTER
How
to
You
have
Hold
that
says
All
That's
This
a
aU
writer
^tellabout
sounds
word-picture of
service which
that
than
is the
are
when
one
long time
to tell
similarly, it takes
mind
your
a
gift more
article into words, it
concrete
begins to "teU
about
Talks
you
words
many
something which
see
you
don't
to
Both
eye.
the
Salesmen,"
to
something
good
rare
goods."
"it
says
know," and
picture
in
other's
an-
only vaguely
in
own.
theory of successful
The
easily
and
glance, but
make
a
is
produce
tersely a
describe
or
mind's
in his "Ginger
Holman,
has but to
One
article in the
that
see
cinch.
goods."
if there
Yet
a
a
goods.
definite object
offer.
you
abilityto
a
a
proposition. "This"
the
it not?
of translating
necessary
takes
does
easy,
terest:
in-
won
sales letters,"is
of
the
have
you
your
do is to tell about
to
"
explain
to
amateur
has
one
attention:
attracted
now
Explanation
Interest"
the
the
"tricks
of
ability to
others
see
which
comes
which
cannot
it
letter-writingmay
form
vividly by
with
trade"
the
a
patient labor.
be taught
"
assimilated
mental
means
it must
be learned
a
picture and
of words
And
at
is
thing
some-
it is
thing
some-
be learned.
EXPLANATION
Wrap
mind
your
Analyze
it
about
study it
"
the
finger it
"
of the brain.
Concentrate
thing
over
it
upon
singlenessthat the product
plainlyinto view before your
Watch
43
and
so
you
with
long
all its
have
to sell.
the tentacles
and
with such
parts will swim
closed eyes.
tellinga story. He visualizes each point
and situation for his listener. You can profitby his art.
Eliminate
non-essentials or the points in your product
which are common
to aU similar goods. Center upon
the
details of superiority. Then
draw
word
picturein
your
few simple,strong, definite phrases.
a
The
best minds
in literature have staggered
Easy?
before that problem. It is what raises sales-letterwriting
and
advertisingto the plane of a fine art. It is the
of true literarygenius are to be found today
reason
men
in the ranks of the business correspondents.
In "telling about the goods," one
must
speak to one
know
of two classes ^peoplewho
something about this
the whole proposition
class of product or peopleto whom
a
man
"
is
new
and
strange. In the
one
ease, the writer aims
to
in his product:
bring out only the pointsof superiority
be made plain.
must
in the other,the whole proposition
in a staplegoods are frequently
Points of superiority
of opinion. The proprietorfor whom
a matter
you write
of parental
be given credit for a certain amount
must
bias. Like the cleverness and amiabilityof his babies,
consist merely in a
the superiorityof his product may
less justifiable
abilityas a
more
or
pride in his own
producer.
look
IS best
ITstandpoint
always
at
to
to that
and
user.
the high
To
the
and
propositionfrom
to
the user's
tion
present it in its final rela-
describe the details of manufacture
grade,expensivematerials
used
in
a
foun-
44
ELEMENTS
tain-penis the
this pen
maker's
idea
LETTER
THE
OF
:
the
wants
user
that
to know
that
leaks,is easilyand quickly refilled,
clog and requiresno specialsort of writing
never
it does not
fluid.
is it
Nor
be
must
convince
how
enough
that these vital facts he stated"
put in such
A
reader.
the
this may
will
phrases as
real estate
they
and
attract,humor
promoter shows
us
be done.
Spring Water, so pure and delicious that it is
bottled and sold,is piped through all the streets. Just
think of that,as compared with having to buy your table
water
unsatisfactorily
water, or to drink Croton
fi,l"Fresh
teredl"
A
manufacturer
successful when
"Porcelain
of bathroom
he says
Enameled
porcelain enamel"
and
equipment
is
equally
:
Ware
the
is
perfect unity of iron
a
strongest and
most
durable
produced in a sanitaryfixture,having
the indestructible strength of iron with the showy elegance
of finechina. Their extraordinarywearing quality
is only one
of the reasons
why these beautifulfixtures
service per dollar of
afford more
years of satisfactory
other variety of plumbing equipment in
cost than any
combination
ever
the world."
In
some
quality of
cases
raw
points of superiorityconsist in high
material,exceptionalgrade of labor or
the
The common
peculiar process of manufacture.
sions
expresused to qualify these points carry no
conviction.
"Best
of
earth," "above competition," "secret
manufacture," such stereotypedphrases were
on
"
writers when
by intelligent
Broadway fiftyyears ago.
If Robinson
earth"
Crusoe
had
P. T. Bamum
been written
it would
styleof generalities,
never
process
doned
abanstruck
in the "best
have
on
reached
EXPLANATION
print. The
is an
of
earmark
a
tale
true
sincere
description
littlespecific
points that a
imconscious
man
45
or
a
emphasis on
scarcelyimagine,but is sure
can
lives the part
to notice
so
made,
can
thing in
ever
the
tool
a
as
a
tap. All
is that it is well
say
of the best steel and
who
he actually
touches the goods.
or
simple
TAKE,for instance,
about it,apparently,
one
as
wrote
carefullytempered. Everybody
letter
a
these tools said the
on
words, until
same
New
turer
England manufactried his hand.
That letter was
a
masterpiece.
In describingthe goods he said:
"You
could forge a
class razor
first
from one of our taps and the razor would
cut smooth
and clean for the same
that the tap
reason
does
'twould have the rightstuffin it."
same
a
"
Let that
He
does
one
sink in.
not
say that his
(which would
a razor
from
tap is made
from
razor
steel,
be
common-place) but that you could make
And
one
of his taps (which is distinctive).
then instead of a lot of hackneyed phrases designed to
convince the reader that this steel is the best on earth,he
states succinctlythat his tap has "the right stuff in it."
He simply takes a fresh viewpoint has the courage
to use unexpected words.
The same
travagance
principle applies everywhere. Avoid exaggerati
claims,generalities,
superlatives.Exvague
gain nothing. The world today knows that
for every high grade product there are a dozen "just as
good." It may be true that yours is the best on earth,
but it will take either a mighty good presentationof that
,
"
fact
or
a
explanationof
detailed
superiorityto
make
Sometimes
whole
into
crystallized
a
a
at least
one
point of
stranger believe it.
paragraphs of descriptionmay be
singlesuggestionof comparison. "The
ELEMENTS
46
Bell refrigerator,"
says
finishedas
A
the
much
OF
THE
LETTER
one
letter
writer,"is
as
finely
the most
expensivepiano."
furniture maker
gives me a distinct impressionof
he says:
"There
is as
quality of his goods when
differencebetween the oak used in ordinary furniture
the selected quarter sawed
and
ours
there
as
scented
is between
Pears."
And
laundry
still another
into his letter by saying:
take the
place of
good
the
clean,sweet, pxmgent aroma
old-fashionedhousewife."
EXPLAIN
white
so
we
and
soap
puts
oak
a
use
cake
a
in
of
of gestion
sugwill effectually
wealth
"Nothing
old cedar
dear
to
chest,with its
the heart of the
propositionto one who knows
must
one
naturallybegin with general
also
statements
must
one
begin with something with
;
which the reader is familiar.
A piece of art nouveau
jewelry, for example, is almost impossible of definite
French'
word-picturing, yet reference to the modem
school of design and
allusions to a popular Parisian
jeweler would call up in the reader's mind a picture
which
would
satisfy. The object here is to stimulate
the imagination rather than attempt to portray an actuality.
A piece of silk might be said to resemble
in tone
TO nothing of it,
a
new
'
the
colorings of
a
old
rare
Japanese print,which
wholly ambiguous but leads the mind
The result of
exquisitememory.
almost
as
definite
as
if
we
show
the
back
to
a
is
ly
vague-
suggestion is
while a series
article,
such
of
superlative
adjectivessuch as "most harmonious coloring,
exquisitedesign and charming ensemble"
leave no
other impression than one
of admiration for the writer's
command
In
any
of words.
explanation,specificor
the writer's idea to
so
describe his
general, it should be
goods that the reader
EXPLANATION
will both understand
to tell what
scarf in the box.
forms
not
He
takes it out and with
four-in-hand
a
only
his finger and
over
the scarf
sees
It is not
for sale,but you must
A clever haberdasher
sales-makingmanner.
a
desire them.
and
have
you
47
its color,weave
"
lightover the silken surface but he sees
to himself,as it will look when
worn.
"
THIS
should
well
as
be the
salesman
the
as
idea of the
"
show
tell it in
never
a
a
shows
deft twist
the
and
enough
customer
the
play of
tion
it in its rela-
sales-letter writer
the
goods
in their
^^
final relation to the customer.
A
salt manufacturer
"You
this idea in this
ner:
man-
ordinary table salt refusesto sift
"in damp weather
and when
dry, cakes in the salt sellers
like adamant.
Our salt is always dry and flakyand it
flowsfreelyon the dampest day."
And
a
know
carries out
how
strikes home
of underwear
maker
when
he says
:
body breathe. A continuous
current of fresh air passes through the holes in the fabric,
cooling,cleaningand stimulatingthe pores of the skin."
desire
Such descriptionwins interest and even
arouses
"Crown
because
But
your
the
lets your
underwear
the reader
feels its relation to himself.
circumstances,in the efforts to make
definite
inlet it make
an
interest,
explanationof human
impression. Better pictureyour product with
under
exactness
no
with
which
the
draftsman
draws
a
new
dry and mechanical,
them
than convey
any but the actual facts,and convey
today, the big
plainly. The most successful mediums
mail order houses, describe their products with the most
to give the
exact and apparently prosaicdetails. But
machine, even
width
though
and length of
length of
the
a
fringe
"
it does
rug,
these
look
the exact
facts
order of colors,
the
give'an impressionof
48
ELEMENTS
realness
Not
and
only
also
visualize
like
home
to
see
the
it in
the
it, on
article
by giving
it, but
visualize
appearance,
would
visualize
LETTER
THE
OP
the
floor in
a
customer.
dimensions
the
place
the
to
where
the
and
buyer
spot in the
certain
it will fit.
where
Vitalize
the
Facts
that
correspondent know
a
personal interest attaches to him
real personal interest that is not
a
measured
vphollyby his orders and his
LET
your
"
dollar.
Talk
as
one
pomt,
to
man
tact
sense
his
In
him
along
would
and
purple
talk to another
ribbon
"
with
ness
brevity;with keen busiclever understanding of
and
needs.
return
you
will win
association
which
the
builds
and
that
active
close, personal
support
business.
"
George
H.
Barbour
50
ELEMENTS
vermin
proof and
if all this is
and
LETTER
THE
OF
un-wear-out-able."
practically
true, that is the kind of
to prove
to
that these claims
me
a
mattress
are
true
Now
I want,
the writer,
the
derstanding
completeunif the mattress is not perfectly
satisfactory,
better still,
or
turned
completely to your liking,it can be reand your money
will be promptly
at our
expense,
refunded." I reason
instantlythat if the writer of that
letter wasn't able to prove his arguments by delivering
the goods as exploited,he would
dare make
never
an
offer like this. I know
from experience that a plain
truth.
hard-hittingtalk like this means
A maker
of refrigerators
his goods are quality
proves
he says:
stock,too, when
"If I could only take you
through our factory so you could see what goes into the
'Morton'
and how
it is put in" the care
and pains we
that will last a lifetime,
take to make a refrigerator
you
goes
to say,
on
would
not
The
wheels
same
we
hesitate to make
This
wants
man
average
offer.
"Bemember,
sell
on
the investment."
of
proof,first,
good whether you are sellingemery
either be better at the
or
elephants. It must
price, or priced lower, than similar goods purchased
Even
where
the
article for sale has
competitor it is necessary to assure
that he is gettinga
directlyor indirectly,
his money's worth.
no
THIS does offer extravagant
not
claim
we
you
holds
elsewhere.
that
the values
we
that
to
must
talk
show
must
mean
the
price at
customer
must
we
the
bit
customer,
more
talk cheapness or
values. It does not
all.
It
where
than
means
he
mean
simply that
gains by the
purchase.
Gain!
That
word
is the
salesmanshipby
foundation-stone
mail.
Show
of all
the prospect how
success
in
he gains
ARGUMENT
AND
PROOF
51
by purchasing and not alone in money, for fiscal advantage
is not always the keynote ; but in comfort,satisfaction,
well-beingand happiness.
Show the prospect his gain and prove it.
"
"
The
fact that
hundreds
hot
a
heater
water
of householders
is
being used
in my
city may be
argument as to the popularityof this heater,or
work
of a salesman.
But if I am
looking for
that will
save
supply
nor
about
demands.
my
heaters
turning
to
30%
No.
or
less of it than
yet shown
heater
if the
also
buckwheat
1
the
good
heater
a
needs
writing
by
money
burns from
man
saves
coal and
other steam
any
sound
a
doesn 't fillmy
However,
says, "This
pea
60%
heater
this argument
money
by
hot water
or
the
patent records," this line of
argument fitsinto my ideas exactly.
A real estate man
of my
acquaintance sent out four
letters describing the beauties of his sub-division,
the
select neighborhood, the excellence of the houses sold
on
on
payments;
easy
fifth letter
was
business.
The
a
and
The
brought inquiriesand developed
success,
of that
secret
letters failed.
all those
success
in the
was
ing
follow-
paragraphs :
"You
that
check
same
would
rent, do
pay
paying
be
not
towards
out
Suppose
of your
not?
you
a
home
any
more
money,
of a few years, instead of being the
be the owner
of musty receipts,
you would
end
and
you
applied
You
own.
and
owner
of a
at the
of a pile
finehouse
lot.
"Here
are
the
to
figures:prove
yourselfthat
it
can
be done."
BUT
and
over
a
go
further.
prove
Show
the
prospect he cannot
that also. Where
dollar,the
man
you
want
a
to
lose,
propositioninvolves
sell begins to figure
ELEMENTS
52
the chances.
He
he
is the
has, which
in the past.
you
A
LETTER
probably been stung (or believes
for you) on a similar proposiworse
tion
has
him
Show
that he takes
chance
no
with
it to him.
prove
"
THE
OP
well-known
glass
manufactures
which
company
scientificreflectors for all classes of interior lightinguses
eminent
photometric curves, prepared by the most
authority,to establish its claims.
half of those
read
who
this evidence
receive
understand
or
a
are
pendent
inde-
Perhaps
not
able to
rectly
cor-
photometric curve,
but the
fact that
impartial evidence is offered as proof is
enough to win the prospectivecustomer's confidence.
encloses a small folder
Similarly,a paint manufacturer
with his sales letter showing how
to test the purity of
tinguish
paint; a clothing manufacturer
explains how to disall-wool goods from
the half-cotton product
very
offered in substitution
maker
of
acetylenegas lighting
the simplicityand
outfits proves
safety of this gas
is popularly supposed to be dangerous in the
which
extreme
by describinghow anyone may make acetylene
and
ordinary tumbler
common
clay pipe.
gas with an
Such proof, sometimes
applied in a most indirect manner,
is wholly convincing. Not the least part of its value
; a
"
"
lies in the
fact that it is instructive.
The
reader
feels
that he is learning a trick of the other fellow's trade.
"Do
think
not
cigars are
because
the
made
price is small, that my
of cheap tobacco," writes
carelesslyor
order cigar man.
"Order
a mail
a sample 100, cut open
any fiveof them from end to end, and if the leaves are
not all
A
I will refund your money."
good long filler,
varnish manufacturer
sends along a sample panel
finished
the most
heel
or
with
his varnish
thorough
hit it with
test
a
and
writes: "Give
possible stamp
hammer.
"
Then
hold
on
this
panel
it ivith your
it to the
light.
ARGUMENT
Daar
AND
Ur.
There's
attention
not
banh
a
muoh
larger than
280
new
saving' s
over
BOnth!
And
the
strength
toX*
secured
That's
derful3.y-
Argu-
show
ment
the
how
that
the
Chicago
book
same
cod
for
earners
oppor-
tunity
tured
pic-
and
women
"
"
your
private
talk
to
be
would
of
asion
persu-
Of
not
why
do
"Why
did?
courset
as
the
not
earnestness
show
you
plain
Clincher
And
a
you
can't
from
tion
propor-
to
In
to
feel
that
times
the
art
of
dollar
desk
is
if
least
can
this
do
you
half
a
have
Simply
asking.
in
bill
than
less
end
you
the
for
lege
col-
boiled
^3 brings
at
amount
ing
convinc-
"
costs
"
worth
the
vital
banker's
this
English
own
gives
on
tickets.
this
back
money
two
a
hints
"
you
book
it
because
live
size
the
that
talk?
and
you
ters
let-
"
"
business
your
it
book
not
fore
be-
offers
this
what
do,
words
theatre
this.
Company
not
put
personality
a
personal
Just
pigeon-hole
couple
Why
bank
practical
of
do
Trust
enthusiasm.
and
letter
today.
in which
strong, convincing letter,
the
you
It
"
big
secure
Vours
A
man
letters
mind
in
the
your
wrap
mall
where
"
to
gether
to-
all
them
same
to
of
use
course
dozen
ings
sav-
up
shoulder
la
simple
Induce-
a
men
Immediate
office
principles underlying
wrltlpg.
a
money
the
how
you
every-day
down
of
heart-to-heart,
use
That
will
ment
this
pay
young
had
your
and
would
yourself
Explana-
tion
get
sincere,
breathe
that
explained
of
can
you
often
you
Royal
them?
to
go
through
thestralght-fromsame
won-
will
for
man
to
them
Method
kind
open
strong advantages
the
same
own
you
as
trick
no
that
them.
Argument
and
them
tal
vi-
as
concise,
a
book
hundreds
to
In
Is
certified
a
business
your
If
cular
cir-
single
a
letter
ambitious
right In
who
ought
on
good cigars.
the
eooounts.
could
But
than
of
of
vera
about
thrifty
the
"
locality
It
of
Think
Argument
"
less
handful
mere
a
this
why
"
for
you,
aid
little
to
write
the
brought this
bank
how
and
"
minimized
mind
practical
yeu
letters
saoursd
last
business-getting
as
you
though
It
For
tells
check.
OMoago
that
depositors
"
Interest
In
h*r"
your*"
themi
6f
letters
without
personal solicitor.
to
53
Hunti
Proofwins
"
PROOF
opening sentence
very
argument
throughto the
truly.
and
proof prevail,
close.
clinching
You
find that although
will
the varnish
A
he says, "You
offone
a
even
the
wood,
successful when
more
of
the excellence
prove
can
just tear
second:
is
mamifacturer
paper
dented
have
you
cracked."
been
has not
LETTER
THE
OF
ELEMENTS
54
offthis sheet; then
corner
in
word
our
tear
a
get a
present letter heads; now
examine both torn edges. You
of your
a
ner
cor-
nifying
mag-
find
glass and
on
long fibres"linen threads
ours, while on
yours the
who reads this learns
fibresare short,woody." The man
about paper.
He learns how to judge it
something new
"
intelligentlyand
wished
him
to
reader
will tell you
your
banker
have
others
of
works
in
specialists
to
or
prefer
he would
failto endorse these."
never
line.
any
to the solid value
as
the
carry
merely
writer
is
," is effective. Or
"
the
tion
referringfor corroborareference,to friends of the
simple expedient
standard
what
about his bond.
to know
Another
leams
learning, he
"
Nine
because
"Consult
bonds:
but
he may
he will not
times in ten the reader will
he
ment
state-
accepts your
interes
take dis-
should
willinghe
are
you
of these
chemist
any
say:
may
to sell you,
further:
matter
we
"As
advice.
There
is
neighbors.
weight, too, in
An
you
have
friends
and
ask
about
Branson
they
used
have
often" and
of Bronson
our
in
and
DIRECT
proof,but
and the
when
Baltimore,drop
umbrellas
own
scores
umbrellas.
always found
in his
sweeping reference
maker
umbrella
"If
a
them
home
for
he
years
"
good. Such
writes:
them
They will
one's
to
a
line
tell you
generations,
is the
name
town."
complete testimonials are also strong
the use of these by patent medicine advertise
numerous
stories current
as
to the trick-
ARGUMENT
unfair
ery and
to
skilfully
edged
and
names
PROOF
55
them, makes
secure
which
weapon
be effective. A
in which
one
used to
means
two
a
AND
addresses
facie evidence of insincerity or
be
must
made-to-order
are
testimonial
omitted
"John
Hays Smith, publisherof the Age,
St.,New York, says:" is sincere.
I
I
"We
are
The
name
handled
or
is prima
worse.
"
43nd
the testimonial
West
138
permitted to quote the followingfrom a letter
by Mrs. Albert Boss, presidentof the Woman's
League,
462 Woodward
Ave., Detroit,"rings true.
should
be well-known
;
the
if
title,
length,the addresses given in fuU.
the very words and phrases should be
Not
at
that,but
make
the testimonial
from
that
even
piece with
stand
of the
bona
a
out
with
of your
the
most
same
fountain
such
the writer's notice
was
to
appears
in which
to
monial,
testi-
be
of
letter,as though it
pen,
one
as
The
defeats its purpose.
successful printed testimonial that ever
came
from
only
uality
separate individ-
sales-letter writer.
fide one, that
the balance
a
pressed
ex-
any,
both
a
ran
The
under
the request
expressionof approval and the customer's reply
used together. The combination
was
unique and
were
lute
its presentationso candid and open that it carried absocould hardly be used in
conviction.
This scheme
a
letter,yet it suggests this train of thought: that the
for
most
your
A
an
important point in this whole
claims is sincerity.
which
LETTER
grammar
problem
is irredeemably bad
of
proving
in construction,
will get profitable
and transcription
your
nent.
sincere,and those returns will be permaa letter which
But a letter of half-truths,
betrays
unbelief or evidences your effort to befog or mislead
your
reader,wiU
returns
if it is
produce nothing
but trouble.
It may
ELEMENTS
56
bring results,but
firm
in
the
point of view
their
the
does
able
reput-
any
in
the
their
seeming
And
address
a
instead
wrong
habit
of
of
dividual
in-
as
of daily detail,we
their
when
then,
a
the
stupidity,
complaints,
advantages.
form
mass
annoyances
of
necessarilyargue
not
"We
trade.
petty
constant
letter,we
a
that
Eather, it indicates
the
customers
our
impatient
small
of results
letter
a
writer.
toward
In
grow
LETTER
wants.
dishonesty
viewing
kind
the
not
of sincerity in
Lack
THE
OF
their
take
to
attempts
sit down
we
ness,
mean-
to write
composite being having
these
welcome
un-
characteristics.
myself,
For
and
effective
the
only
letter
guide for writing
sure
is to
picture
shrewd, kindly, wise, David
whose
While
of
sort
word
every
it is essential
that
be
and
make
backed
substantiate
be
may
may
it,there
offered
honesty
Be
board
up
and
is such
casually,
is
studied
by
nature
honest.
Be
effort
letter to the
let every
as
to
some
individual
by
statement
level."
with
statement
evidence
of
honesty
at
Be
the
or
is
course,
it
or
tation.
premedi-
deception, for
curt.
straightforward
date-line
to
Proof
overdoing.
as
matter
a
and
apparently without
frank.
at
"
above-
the top of your
stenographer's hieroglyphics at the bottom,
word, phrase,
reader
thing
a
either casual
guileless. From
"
claim
every
reinforced
be injected briefly and
A
your
tests
Harum
going
as
light of long experience.
the
we
insight
keen
it
sincere
a
as
sentence
being wholly and
and
paragraph
impress
unreservedly "on
the
58
ELEMENTS
LETTER
THE
OF
phrases and dozens from the same
whose
have been used and used by men
familiarity
ing offer?" Yet
can
with their
these
has allowed
work
own
their customers.
with
THEinto best
the
persuade
to
way
country with
Bill,don't
stick around
what's
use
the
loosen
for once
up
if he has
good
no
buckles up
man
There
are
in town.
such
But
tactfuUy. He
a
take
stay in
to
"to
will start with
hanks
"I'd
just like
water-cress
get
fire,then
wood
and
butter?
and
then
and
"
take
a
"
the average
from
away
"
Don't
and
on
you
get out and
business,
want
to
smoke
I'll het it's
get
lie on
your
to
along
pipe?
tramp along
ever
longing
the grass
old clothes and
some
stay
very
wander
or
"
fresh stream, gather a big bunch
roast
bull-frogs,
spear some
a
"
persuasion
sigh. "Gee!
a
and
did you
say,
"
to
to such
town
woods
the
little creek
of some
to
year
through
tramp
city
will approach the matter
man
this time every
in the
"
you?"
you
pretty in the country just now.
about
on
againstsuch tactics.
can
ought
on,
come
"
for not going. But
reasons
who
you
time
time
give in
may
his back
men
when
even
man
trip
a
to say, "Come
all your
on, won't
take
to
man
all the
here
come
"
a
is not
you
of wasting
The weak-willed
over
familiar
to become
them
gather
clear,
some
of crisp,green
the frog-legson
the
cress,
watera
stick
water-cress,bread
frog-legs,
afterward lie under a tree and smoke
eat
brisk walk
home?
knocking offbiisiand takinga run
ness
up to the Glens for Saturday and
I knoiu just exactlythe placeup there?
Never
Sunday
I have got business,too, it will only be
mind business
one
day gone, and you do twice as much work the day
"Gee, old
man,
what
do you
say
to
"
"
"
PEESUASION
after let's he happy
fashioned times."
and
"
Wliicli
man
That's
persuasion.
would
First make
how
the
easy it is to
Here
the
have
of
one
the good old-
get you?
customer
get them
is the way
59
want
the goods
gently lead him
"
over
correspondence school
a
^then show
"
uses
the line.
largely
idea:
same
"Think
future
of those times
when
"
that
you
seem
of life
have
when
down
of
hear
have
yearned for
impatient with
grown
to hold you
ivhen you
you
the
to such
a
narrow
of
the
a
riers
har-
sphere
acquaintance whom
know
to he inwardly no more
capable
you
than you!
It is a matter
of developed opportunity.
"Our
instructions perfect you in a professionthat is
golden with opportunity. It fitsyou for success
where.
anyWould
you like to make
your residence in husy,
Would
cosmopolitan New York?
you like to live in some
Would
quaint old southern toivn like Neiv Orleans?
you
like some
hustlingwestern city like Kansas City, or San
old national
Francisco ? Would
you like to live in a qxiiet
capital, Washington ?
"The
professionwe will train you to, will enable you
"
career
some
"
to choose
your
own
location
forit everywhere. Will
out and
reach
may
IF
proper
or
grasp
how
cleverly this
for instance,how
such
this
show
you
how
you
opportunity?"
of
dilute it,with another
See
not let me
demand
to the
persuasion seems
necessary
endeavor
to hide it
rounding out of a letter,
touch
A
you
there is unlimited
"
goods as
he off^ra
:
ingredient.
silversmith disguiseshis
he
suggests to
me
my
suasion,
per-
need
of
60
ELEMENTS
LETTEE
THE
OF
equipment as fairlyrepresentyour
and far sightedprudence as the balance
taste and means
Your
ily's
famof your household furnishingsf Why not?
happiesthours are spent there. Your friendsgather
center
there.
The finestassociations of your household
about the table. A sterlingsilver service helps to perpetuate
and if your sethese associations in recollection,
lection
is a work
of true art, reflectscredit upon you,
through succeeding generations."
how
No matter
how sincere you may be, and no matter
proposition
really important and deep-reaching your
that you
be to your prospect, bear always in mind
may
and
in his ofSce iminvited and perhaps unwelcome
are
to the slightestintimacy.
not
that you
presume
may
Here, if anywhere, does the element of breeding enter
into business correspondence.
Persuasion of the exhortation type, as practisedby the
dominie who prefixesevery phrase with "0, Brethren,"
is too dangerous for an ordinary mortal to attempt.
"Does
table
your
all,don't try
persuade
ABOVEletters
by assuming
to
your
If
a
you
an
writes
man
have
for sale,or
man
attitude
for information
to you
a
about
requests the sample
or
to
answer
of injury.
the article
booklet you
offer to give away
free,don't think you can make him
send you money
debted
by causing him to feel that he is into you for sending him what
you agreed to, free
of all charges. Don't dictate,
to
or attempt to force him
writes you bedo business with you.
cause
Any letter a man
he
carries
a
"Did
thinks
he
has
to
isn't worth
the
stamp
that
it. Here, for example, is the way
firm begins
one
letter which they expect to win customers:
you
ever
a
person
have
upon
the
a
dressin
unpleasant experienceof ad-
subject,without
even
being
PERSUASION
accorded
ever
the
courtesy of
answer
without
ability,
haven't
That
is
had
of teeth letter.
the
best
either
one
your
for your
or
how
of
you
both
time
of
these
feel because
we
letters."
our
beginning
the
did
still,
worse
in return
word
ivill understand
ansivered
only
or
"
questions,to
have
you
experiences,you
you
reply
a
receivinga
If
trouble?
or
one's
any
61
The
first
of this
wailing and
thing the
ing
gnashwho
man
young
received this letter said was, "My, look at the raking over
these fellows are
giving me, simply because I accepted
their invitation to
their article. I didn't
investigate
it what I wanted, so what was
the use of writing?"
Antagonism is the first product of such a letter.
of
going after
sin, it
a
more
have
been
hundred
a
continued
and
mitted
com-
cent
follow-up with
prospect that the article was
the
the
stead
In-
per
showing
what
a
he
wanted.
correspondenceschool gets this
Another
idea
when
it
:
"Nearly
every
either for most
I would
what
would
though he had
as
have
needed
say
prospect
profitableto
letter
wrote
a
find
some
we
have
can
look back
"
and
not
so
far back
and say, If I had taken that chance,
That is what you will
better offnow.
of us
be much
day
man
"
far off,if you failto consider seriously
offeredyou in our law courses, for our
not
ing
just what I have said a bigger earnpropositionmeans
capacity,a better positionand standing,and brighter
prospectsin life."
"
BUTthe
there
is another
and
subtler
form
in
which
suggestionis employed, which may be
used frequently and with good results. A prominent
he wrote :
when
ladies tailor used this idea efEectively
'
art
of
ELEMENTS
62
Dear
Sin
for
Too
formal
a
wish'
we
Laeks
sales
value
are
Agreeable
to
your
catalo^Tue
of
our
regarding
our
to
state
nailing
under
you
We
further
trusting
shall
be
Inquiries
to
hear
request
separate
of
'our
will
you
what
of
we
reading
with
pleased
our
ation
Inform-
and
courses*
copy
a
Ve trust
after
that
to
enroll
will
decide
aciion
recent
school
business
that
in
which
catalogue,
description
Prompts
no
LETTER
THE
OF
best
from
you
Very
truly
we
cover
latest
find
a
have
to
this,
you
plete
com-
offer,
us.
to
give
your
attention
again,
and
we
are
yours.
to an
actual letterof the type too often used in replying
ferred
inquiryfor a catalogueand information. Here the prospect is retoo
the
w
hile
the
letter
as
a
to
serves
only
entirely
catalogue,
formal acknowledgment, absolutely
wanting in sales value. A reply
to an
inquiry,particularlyregardinga school propositionsuch sis
this,should aim not only to give the inquirer the full information he
This
is
an
requests, but
to
in I he
"/
more
interest him
personally.Note
skillful letter on
the
how
this is
plished
accom-
oppositepage.
madame, that if you could see yourselfin
one
of these suits,you would acknowledge its perfectfit
and exceptionalfinish."
Here is only a suggestion. The active persuasionis
left to the imaginationwhich, picturinga desirable result,
be counted
the objectionsof the
to overcome
can
upon
am
sure,
reader.
A
watch
manufacturer
good use of suggestion
in this way : "You
probably do not buy a watch with the
idea of sellingit again; yet that is a pretty good test of
the standingof * * * try
value. If you tvant to know
at second hand."
to buy one
And
article as a patent window
lock
even
so simple an
is given a strong appeal when
it is put up to me
on
a
and effect after this fashion :
basis of suggested cause
makes
PERSUASION
Dear
Mi^.
Urges
Harrlaom
oover
You
will
the
catalogue
our
careful
this
of
reading
you
In
catalogue
63
receive
In
courses
carefully,
very
the
to realliBe
systen
our
ate
separ-
aahed
for
It
will
of
a
of
for
plaining
.ex-
Read
shorthand.
value
and
stenography
which
under
you
enable
training
the
unique
Instruction
advantages
affords.
Your
interest
la the
poBslbllshorthand
training Is most
commenda'ble.
There
Is a constantly
for
rowing demand
good stenographers,
Itlee
Interest
of
fvery
and
day
we
school
our
them
that
Person-
ally
practical
not
do
I
that
you
with
that
you
ment
And
to
enable
to
make
to
afford
25^
act
you
do
your
so
In
be
anxious
to
locality.
your
that
the
from
talents.
your
on
I
one
am
because
ing
go-
offer
"
tion
tui-
regular
quickly.
this,
so
you
exceptional
an
TTe
course.
train
"
to
you
personr
the
after
develop
completed
been
started
you
of
discount
If
our
particularly
an
student
a
you
better
you
got lOOJ^return,
get
a
meet
we
to
has
us
place
finishes
position.
of
"
And
ed
recommendto
who
show
teach
continue
I
Induce-
able
could
could
men
graduates
have
we
now
advantages
merely
work
I
wish
that
so
the
well-paying
a
1
ality
recoipnend
positions.
student
every
In
work
our
"are
we
practically
to
attractive
been
hava
wherever
successful
of
asked
are
for
women
60
Proof
a
I
can
I
know
well
that
taken
oonrso
you
up our
about
It
that
enthusiastic
will
so
you
it to
recommend
will
your
neighbors and
friends.
Considering the unusual
your
we
are
of
this
nature
offer,
compelled
the
date
week
from
of
it to one
to
limit
it
will
be
therefore
and
this
letter,
to
for
you
accept at once.
necessary
when
have
you
be
And
Clincher
on
our
$30
to
you
of
for
only
obstacle
your
to
accepting
require
that
amount
with
your
Simply
sign
it,
conveniently
suits
In
stand
this,
1
you
send
good replyto
interest and
to
an
not
sible
pos-
no
the
way
of
going
even
stipulated
a
blank.
whatever
you
application
enclose
spare,
yovir purse
calculated
inquiry,
prompt
In
an
saving
course
that
order
shall
Very
A
complete
the
"
discount
actual
an
means
$7.50
$22, 50.
"6^
the
remenbgr
course
his immediate
$2, $3
"
and
truly
to win
action.
$6
or
mall
"
can
ever
what-
today.
yours,
the
inquirer's
personal
64
"Why
sleep or
tight and
awake
LOCK
out
fresh air with-
will give you
will get up
you
Another
is that of
case
large business
written
the
by
was
piano
a
refreshed
happy."
which
agency
has
done
East, chieflythrough sales-letters
in the
of the
head
shut
ache?
dull,sick head-
a
ready for a hig day's work, healthy and
and
firm.
One
argument
sented
pre-
:
"Talk
a
windows
your
morning with
in the
sacrificing
security,and
a
LETTER
sleep with
to
try
WALEEB
The
THE
OF
ELEMENTS
business
The
husiand.
your
guide
he will he able to
man,
matters.
with
propositionover
this
choice of the instrument
in business
you
leftto
be
can
As
you
safely."
hinges
PERSUASION
equally productive of results,but
that
writing and
much
as
strong
"Can
of
"Certainly
is
he
your
a
On
mother.
she
refusing to equip
and
boy should
losing money
that
woman
prone
a
in the
to overdo
it.
competitor
is not
them
lacking in
Insurance,
the
have
to
the best!"
other
stress
each
profitableline?" is persuasion to
this
that
are
self-interest is
to make
endeavors
afford to permit
you
to
in your
possible,you
as
appeal
upon
hand,
to
a
of
letter
gain
trol
con-
merchant.
is
a
tell
strong
a
man
to tell a
hesitates,
treating her offspringright by
at Jones'
true
Emporium, is both unevery
day
he
tact.
correspondence instruction,banking by
mail, building and loan propositions and other lines
where
the prosperityand
comfort of clients is at issue,
lend themselves to sale by persuasion. Commodities
of
daily business are best presented without it.
ELEMENTS
66
his
And
it leaves
but
personal needs,
LETTER
THE
OF
procrastinationis
lot
whole
a
loop-hole for
a
"the
than
more
It is the thief of countless
thief of time."
crastinat
pro-
orders
that
but aren't.
filled,
Your
own
experienceis proof of this. You have probably
determined
to buy mesh
underwear, insured sox, a
should
and
be booked
magazines,
dozen
You
time.
some
know
that you
are
want
that is necessary
And
with
so
them
you
and
action.
;
' '
as
there
that
gain
' '
in the
the entire
may
of others
and
The
Gain
save
you
that
do
letter that
Specialprice for
Special reduction,if you
will
of prompt
win
the seasonableness
bargain
"
sample,
This
may
life;"in "Information
a
in any
afraid not
a
real
and
trade;
play
real
in
' '
send
dozens
of gain so
possibility
a
is almost
quantity of
a
free
of uncertainty;" and
suggest
limited
up
in the
few
a
same.
can
always
gain
the
fear of missing something, is
which
of dollars
matter
represent anything tangible but
not
inducement
of all business
' '
of your
hours
that the reader
The
a
is at
Gain
is the root
suggestionof gain
course
gain,just the
mean
All
galvanic
the
"
sunsets.
as
gain is not always
But
is also the subtle
change
various
all.
dealer's name;"
your
price.
the
customers.
your
Besides the gain in
the
have
inducement
is the proper
of them
the bottom
days
"
of their good points,you
INDUCEMENTS
cents.
automobile
an
convinced
are
and
and
will quicken into life this latent desire.
which
spark
piano player
a
or
to
for
answer
master-piece.
careful service is
you
certain article
may
or
must
include
one
advertise
style;you
of the product ; you
case, you
fully
art-
may
an
a
may
have
induce-
67
INDUCEMENT
Natural
expresaion
wHeoci
Hr.
neap
It
that
you
Calculator.
1
to
tall
the
over
the
an
abla
inducemeni
It
which
vherever
offices
whatever
has
knon
these
Installed.
why
twelve
prevented
practloal
indlspona-
Itself
mads
has
been
don't
I
all
faotorlee,
rors
anfl ermoney
It 18 no longer
proved,
a
has
It
during
silent
Is
use.
In
stores.
Is
Orown
saving %^:Mt
labor.
In clerical
experiment.
ten
writ-
was
of
Today
everyday
business
great
In
letter
unheard-
appliance
nearly 6,000 o?
In
are
lands
appliance
Argument
leadingto
that
about.
you
machines
1 sont
alnos
year
about
the Croim
a
lettsr
unknown,
an
In
Proof
Just
When
had
these
Is
memorable
been
But
you have
months.
trying
from
you
cle
obstathat
to
I want
now,
permit you to ple.oo
this
In
and
office
calculator
try
your
It
In advance
even
though you fully Intend
it back
Indeed
send
If I receive
to
even
from
a
frank
nothing
opinion of
you but
this
I
machine,
to
want
remove
-
--
It
and
Argument
minyled
an
offer
with in-
have
return
a
So
you
had
I
so
fair
made
It
ducement
longer
made
the
and
yoi-u-aelf
It
out
no
longer
can
afford
you
'o"v
It
It
It.
whether
op
the
under
machine
"
Is
machine
5^000 concerns
tried
actually
behind
of
for
"
the
for
have
stand
now
for
offer
this
that
If
even
not
could
you
fairer-
"
question
a
expense.
wije!,h:'i^ the
of
a
and
-
bread
conditions
you
Is
my
Raising you
am
question
really
practical
know
and
respect
no
at
shipEsat
It
aa
new
rays
It
not
la
you
offer,
for
Iteelf.
Read
Armnnevi
and peisuasion
Clincher
making
ordering
easy
offer
through and ask
fairer
a
receive
one.
the
oost
of s couple
A quarter
a
day
office
In your
places the Crown
cigars
The
first
at
once.
p"iymsnt of ?6 enables
lOEiedlate
to
Into
you
put the machine
And
the
use.
money-making
money-saving
to pay.
balancs
have
a wTiOla year
nearly
you
If
yourself
the
could
you
"
"
I have
ooavenlent
a
eneloosda
Simply
enclose
velope
enIt la an
Blg:athis coupon
with
a
$5 bill end mflll It to me
aJ^ra^^J^. Your najfji'is enough security
all
The
Crown
will
for
ma.
forward,
so
to
coupon
the
attached
circular
"
-
tranaportatlor. charRas
fast
as
return
express
Yours
A
fully
can
very
good letter,showing strong inducement
man-lo-man
exprfiSbed,
talk that wins
prepaid,
take
aa
It.
truly.
presentedin
a
naturally
the reader's confidence.
ELEMENTS
68
which
ment
LETTER
THE
OF
that cold,indifferent
answer
definitely
will
And
should I?"
question,"Why
you
will gain." Or to the question "Why
shouldn't
I?"
will lose."
"You
will answer,
you
it "You
answer
by giving exact
publisherdoes this effectively
of copies of certain books that he
figureson the number
is able to supply. "In six weeks more," he writes,"our
A
book
been
expires. Three
ivith the author
contract
forced to
this contract,three
renew
times
we
have
times
we
have
tinued
advertisingand still the orders have conto pile in so heavily that another
arrangement
*
*
*
xvith Mr.
was
imperative.
"Of the 30,000 sets we have printed altogetherthere
all book
ceased
are
about
now
in the stock rOom,
149
going through the bindery. If you
streaming in at a 200-a-day clipat
other
would
contracts, you
1,149 sets will melt away.
hand,
I want
cannot, of
them,
course,
fillthe orders
speak for your
The
is offered.
in mine
system
was
One
that many
are
the orders
seen
the
termination
of
quickly these
stillhave
books
on
old customers.
own
I
against outsiders;
But
handling
I
can
urge
1
must
you
or
the inducement
to
and
a
supplieswon
whose
firm dealt
customers
many
loose-leaf catalogue for which
thorough
customers
is generally
fictitiousvalues to what
brilliant sales manager
sheets and
so
our
attachingfalse
reference to
new
we
in.
come
in
error
machinery
constant
to
discriminate
they
had
more
set now."
common
that of
issued
as
1,000
realise how
While
to go
and
revised
and
used
it
the
prices each
new
sheets
simply because
week.
so
it
by
he
The
valuable
was
easy
to handle.
Another
In
tried the
same
ing
inducement,us-
catalogue of huge dimensions. He failed.
both instances the catalogues were
remarkable
but
a
bound
sales manager
INDUCEMENT
Slr"
Dear
to
69
You
SYSTEM.
not
have
eent
yet
us
aubaorlptlon
your
Why?
It
It
cannot
cannot
fee the
price
give
many
that
a
$3
-
times
single
time
be the
want
of
the
pen would
mailing list.
of
It
cannot
be
you
heard
of
cannot
a
write
we
chance
a
Will
SYSTEM
again.
once
to
learn
what
while
even
you
you
are.
We
want
to annoy
do not
and
evidence
as
of
our
help you,
offeri
following unusual
Your
choice
HOW
of
Bear
In
business
on
B
Hun
your
circular.
In the
choice
Mark
your
We
next
will
offer
it
by
NOW
the
make
folder!
your
ia
re-
apeeiflc"
Here
experts.
for
have
long
all
vexed
are
those
and
the
on
series
is
whole
dull-flniah
book
de
128-172
luxe,
worthy
"
down
out
Pick
not
your
to
of
place
a
desk.
finger
and
volume
aolutions
1/2"
7
x
mean's
months,
free^ even
twelve
aolutely
"HOW"
the
of
detailed
that
ao
1/4"
buaineas
from
want
we
FI^EE with
every
book
in
Every
you.
in large
clear
type
bound
In vellum
richly
alze
any
"
problems
accomplish-
sincerity,
book
in
written
idea
definite,
correct,
One
mind:
And
every
uaable
practical,
is
it
keeping
you;
give
you
OKE
of any
of the
remarkable
dssoribed
in the
encloaed
books
aewal.'
paper,
pages,
SYSTEM'S
on
--
for
printed
stroke
mere
name
who
not
Interested
for
ever
business
did
man
who
not
want
his
hlfl efficiency,
hla
Income
to grow?
dQsk?
worried
a
your
Ideas
bring.
"
So
aeries
gladly
of
be
the
need
have
for
we
opportunity
written
five
letters,
you
giving you five
and
as
have
not
sponded
reyet you
opportunities,
of
to any
one
them.
yourself
ihg
for
"
piece
are
business,
It
for
would
you
amount
for
the
SYSTEM
will
of
-
that
Issue
send
only
but
the
the
with
aend
will
a
you
alao
tranaportation
that
choose,
you
how
to make.
know
us
at
and
thank
your
book
we
Yours
very
titles
nine
book
$2
you
bill
today.
SYSTEM
for
forward
the
you,
charges
Thla
Take
listed
need.
is
ab-
prepaid,
the
est
fair-
advantage
leisure.
truly.
follow-upletter that has been very "successful in pulling
of orders. Note how, without the slightest
suggestion
a
it
of apology, condenses the arguments that have gone before,then
but of the
climax not only of the letter,
a
inducement
as
offers an
An
actual
largenumber
entire series.
ELEMENTS
70
serviceable and
was
one
fool
before
clumsy
of
deterrent.
a
was
sales letter must
the
searchinginquiry. To
the most
will neither
as
For
A
example :
certain dictionarypublisher sent broadcast
would
bait took
imprint of
first
and
scheme
the
to
printer from
shrewd.
It may
was
goats."
while such
brazen
is
there
salesman
wide
"
other
by
"Dear
as
A
case
Sir:
per
"
books, but it as
because
I know
eliminated
which
the
mail-
being
reduced
to
price
which
will
pull replies
the labor of
make
of this is seen
agent of
shrewd
a
within
inducements
the commercial
was
an
to be
latitude
interested people and
order easy.
sold
buy
to
are
means
without
work
may
slaughtering
from
a
have
It
for that house.
of "the
one
YET
enemies
to date.
up
the
issued the
had
press
immediately importuned
work
certainlymade
I
whose
bring the
too
"
nouncement
an-
responded by naming
those who
edition,were
appendix
an
statingthat holders of his dictionaries who
umes
him the printer'simprint of the several voldoubtless learn something to their advantage.
send
would
The
mark
letter may
your
but that customer
exceptionally
clever,
forgivenor forgetif he finds it out.
you
tuted
consti-
one
"
the other
responding to
into
customer
a
and
feature
inducement
THEalways stand
other
the
real inducement
a
LETTER
THE
OF
in the
a
landingthe
ten
following,writ-
large power
company:
Will you
attached
kindlysupply us with information
We
form?
are
getting statistics
covering the power situation in
your co-operation."
L
and
would
ciate
appre-
INDUCEMENT
The
form
enclosed
71
provided with spaces for very
complete information regarding the addressee's power
and placed in the commerequipment and requirements,
cial
agent 's hands exactlythe facts he needed in order to
make
a
complete and definite proposition. About 33
per cent of the letters sent out brought back the desired
information.
This, to be sure, is an exceptionalcase,
but
was
it represents the
to which
extreme
sales-letter designated
"the
as
part of
that
inducement"
a
be
may
carried.
It is not
It is not
double
one-cent
a
something which will
"Why should I?"
be simply
It may
squarely put
so
Morton
to
keep
days and
60
And
are
Just
satisfied.
make
to doubt
should
be clear
and
matter
as
"
what
is
more
to take
easy
^nothingthat will
this and
"Do
"
leave
indefinite you
Coupons and
easier to^use than
seem
it."
force
certainty
thing to do. Unof inaction. Your
proposition
in advertisements
circular letters.
and
day
send
us
inducement
"
obligation
home
for
no
"
to the correct
as
mother
how
of the coupon
much
let
sale
no
it in your
and simple.This
specific
"this"
make
have
nothing involved
is the
no
the
is
used
until you
hold of. Have
refuse,as
cannot
you
There
you.
it
always
the reader
that
writes:
refrigeratormanufacturer
order is simply an opportunity for the
itselfto
"
:
a
an
to sell
sales letter
a
offer that is eminently fair and
an
to you
up
for instance when
"Bemember,
that eternal
answer
it is
But
postage stamp.
always,to incorporatein
and
ever
"something for nothing."
to be giving your
man
a
to appear
necessary
eagle for
necessary
to offer
necessary
a
short
important
"
and
you
' '
get that""
' '
that,
you
is the real
must
strength
of order-cards
order-cards
are
but they
letter,
they condense
not
in
so
look easy
the terms
and
show
The
the
down
of procedure
methods
the
inducement,
follows
makes
question "Why
to the
up
the sales letter.
over
the
at
delay
He
work.
you?"
prospect
have
chuckle
may
chuck
and
The
you
thuse
enmay
and swear
in his
caused
over
your
wit
propositioninto
your
tent
the insis-
anecdotes
interesting
bring repliesto
touch
literary
your
of the
Element
what
not
are
with
shouldn't
phrases and
FINE
I?"
hold
inducement
your
should
"Now"
The
to take
easy
answer
question of "Why
return
"
the
waste.
The
deems
reonly thing that sometimes
stupid paragraphs that makes
wording irresistible is a reason
"
clever
to
must
"
act
at
be
puts this
the dozens
and
a
once,
subtle
demand
that
simple why that
brier task
above
particular,
met
which
must
the tomorrows.
a
now,
"
clamor
some
and
to do.
it look
of making
process
essentials
bare
to
what
exactly
customer
LETTER
THE
OF
ELEMENTS
72
to be
of them
done
"
day
to-
await
ELEMENTS
74
THE
OF
LETTEE
convenient
all
to
form and the shoes will come
charges paid." Suppose he had said
chances
and
now
And
hundred
a
are
that makes
YOU
desire into action.
the prospect want
day or
next day
a
a
Let
your
stop there.
do it now.
him
Then
money
he
it easy
is what
the prospect what
order,of
is meant
when
well wait
as
by
letter that
a
basket.
it
but don't
make
real climax
"
letter
your
and
to do it
that
are
course,
to order
your
up
the chances
along with
then
ing
of mak-
wind
feel he might
for him
to do and
all that goes before
if you
file into the waste
to
and
use
gets the business and
prospect want
Make
is the
centrate
con-
you
argument
your
wait and
the hold-over
That
"
him
it tells
crystallizes
into the act itself.
Every successful climax
of what
my
when
energy
goods
your
competitorcomes
your
strikes home.
Make
have
shoes.
What
close that lets him
two?
slides from
The
that!
nutshell the vital essential
wasting time and
your strengthin
are
letter with
a
once
kills a sales letter.
or
fail to turn
in
have
you
he would
one
wearing his
be
I would
there
to
at
you
has two
parts. The
firstconsists
termed
persuasionand inducement
all the preceding strong points of the
it summarizes
it shows the gain that is mine in ordering,the loss
letter,
that is mine
imizes
by delay. It emphasizes return and minthink
cost. It is the parapraph that says : "Just
what you are getting this and this and this,all for the
think what it means
small sum
to you, to your
of
future. And
remember, you do not risk one penny.
will be returned
to you if you
Every cent of your money
not satisfied.Why
are
delay a singlemoment?"
we
have
"
"
,
When
But
not
he reads
quite,for
that,your
your
man
is almost
ready
climax lacks the clincher.
to act.
What
THE
is ho to do
to
Make
plain
it
so
75
get all the things you
and
in the world
reason
CLINCHER
so
that
easy
offer?
he
wiU
Tell him.
have
for not ordering. If you
not
don
a
't,you
haven 'tfinished your letter,
and lackingthe effect of that
clincher your prospect is going to lapsefrom his
almost
' '
ready" attitude back into indifference.
how
NOW
can
get him
you
star salesman.
How
Go
to act?
does he do it?
back to the
He
something to sign. He lays before you an
complete save only for your signature.Note
has made
hunt
He
it for you
a
up
to order:
letter head
has the order
draw
and
all
order
how
he does not
up
printedand
an
gives you
blank
he
easy
ask that you
order
of your
there within
own.
yoiir easy
reach.
Just apply his idea to your letter. Give the man
to sign. A post card filledout, addressed and
mail, a coupon that simply awaits his
littleeasy-as-lifting-your-finger
act to do
to
power
is
ready
or
"
that makes
some
swering
an-
automatic.
almost
There
name
thing
some-
something marvellous
of the littleblank
about
that awaits your
the
name
tempting
when
it is
likes to be bull-dozed by
rightly employed. No man
less
another into signinganything. He balks when
the tactsalesman
shoves the order before him and
literally
attempts to force his signature. Force instantlyfinds the
touch-button of his antagonism.
But
watch
clever
the
salesman
who
subtle influence of the waiting blank
the order
He
talks not
the
but your
needs.
sign your
name
j'ou want
but
before you
the
And
you
goods
when
do
so
on
the
you
your
he sells.
learned
the
itself. He
he lets it do its own
but
order
has
places
tempting.
goods, not your name,
pick up your pen and
own
initiativebecause
ELEMENTS
76
Dear
Weak
too
Sin
We
and
not
have
reoelved
formal
dreeaed
wa
a
to
you
to
ask
pause
well
ea
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you
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factories
in
appeal
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words
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to
ready
Why
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In
More
the
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market,
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though
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us
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then
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the
on
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no
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Interest-
styles,
up-to-date
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you
never
descriptions
we
place them
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even
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thanking
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Very
This
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latest,
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mall
and
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Princeton
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LETTER
THE
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for
truly
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yours.
actual
letter used as the fourth and
last in a follow-up
because not only is it entirely
lackingin argxunent
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as to quality
tude
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price,but throughout it takes entirely
that of a continual apology for taking the prospect's
time,for
for
him
This
annoying him,
following
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up at all.
writer in a bad position,
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him feel that his order is asked
it makes
merely as a personal favor.
series.
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It is poor
"
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apology,it goes straightto the point with
THE
Dsar
CLINCHER
Mi'i-Carteri
The
Direct
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Its
It
positively
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arguments
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We might point
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believe
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77
the
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8,143
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offer
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argument
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free trial of the
"
LETTEK
THE
OP
ELE]\tENTS
78
beauty of all this is that the clever salesman's
ship.
salesmanof paper
methods
fit perfectlyinto the scheme
Build up your
argument, persuasionand
interest,
inducement
and then, when
vinced,
prospect conyou have your
I will buy, do as the salesman
almost ready to say
Now
the
"
' '
waiting order
Kefer
do and
will
card
or
that."
do
whatever
move
will find
man
will
"sign
and
him.
And
be; say,
"You
what
to
do this and
we
with
perfect self-assurance that
will be of his own
he makes
choice,your
he
ordering so easy that he can't resist,
mail today."
for
simple
example,
NOTE, ordering:
"Merely sign
how
makes
booklet
tell him
Simply
coupon.
or
the result will
what
decide,literally
lay a
to
little business-getting
supplement
to your
blank
"the
before
blank
him
for him
it easy
does, make
act
an
house
one
of
the last page
enclosed
the
today."
pin a two dollar bill to it and mail us
no
Elementary, isn't it! No writing a letter,
buying
draft.
a
the stub
of
that letter
of
a
as
"
"
The
homesteader
pencil and
well
as
a
on
a
stage route
dollar note
two
could
executive surrounded
an
with
answer
by
a
bevy
stenographers.
There
kind:
are
it must
it must
essentials to
two
give the
be clear.
fair,that
reader
something
Virtuallyyour
should be
its terms
successful clincher of this
a
the reader
easy
offer is
a
simple,its conditions
so
can
find
no
reason
do, and
to
contract
so
and
eminently
for not accepting
it.
These
people exemplify the idea perfectlywhen they
"Simply pin a $2.00 bill to this letter as a deposit,
say:
and
fiver
we
will send
the book
carefully. If
you
by
the first
mail.
don't
see
a
Look
the book
dollar's worth
in al-
THE
Dear
Mr.
Grahetni
of
offact
stock
that
fidence
con-
-
them
But
Explana-
tion
ofneed
these
In
advantages
you
out.
year
Is
wasted
tion
and
to
actual
every
argument
Thompson
showing
how
that
In
to you.
expense
In
and
day year
foot
that
of
spaoe
loss.
money
It
feature
of
conpactnoss
steal
rack
Thonpson
rior
supeother
the
deylce In ilsa for
-the
For
parts and
supplies.
to every
adjustable
varying
one
the
Is
don't
You
to
demand.
have
a
wpate
large
two
three
bin
stuff
on
or
a
part.s and
to
You
bin
small
adoverflowing.
can
1uet
bin
each
t
to the
nature
separately
of
and
the
articles
It' dontaTas,'
quantity
that
not
Inch
given
80
an
mora
parts are
need.
what
Think
than
room
they actually
need
met
.
tills
In
neans
the
as
Increases
tion
of ad-
will
you
unllsltad
of
additions
and
make
le
perfectly
laet.
Gteel,
loat
extensions
unit
a
with
old.
Thompson
cost
end
they
one
of
you
matter
no
last
tion
the
post
broughtto
definite
pointin
out
card
to
to
ncii
give
you
a
of
yoiir needs.
under
no
ycu
obligation
the
la
for
yours
asking-
post
card
by
racks
these
^turn
es-
"
Information
to
buy,
Send
eni
the
mail.
truly
yours,
beginningwith a statement with which the
leadinghim step by step to the buyingpoint.
letter
and
expense
complete
This
Very
agrees
make
plao-
never
-
tlnata
close and
e ineher
good
will
puts
it
hanv-
of
convenlencss
your
the
and
nail
closed
entoday
presentative
reIt will
bring our
great
Fill
plant.
the
unequally
additional
tlae.
life
a
to
durable
hold
they
of
cent
one
will
Arranse
Proposi-
to
built
are
most
how
InBtalled,
Onee
eJ.
racks
..of the
tested,
ere
any
point
Each
fit
sections
new'
sad
Constructed
they
loadSp
at
requirements.
tho
And
tion
fiay In
every
etocH
or
euppllso
your
flnd-'theso
racks
able
capYou
can
expansion.
inor-eaelns
T^ieet
to
section
Explanaof
quality
gained
noney
year.
Yet
Explana-
A
affordlna
racks
your
supplies
.of space
foot
Every
fixed
a
Bieans
any
of
storas*
than
every
nakes
alone
want
will
noney
And
TJjls
Explana-
to
addition
you
spaoe
more
no
occupy
dejiand.
actually
Is
factory
your
costs
IS
79
will
You
of
course
a
ter
nates
,
convonlenco
and
inatell
eoonoray,
rack
a
In your
raoliB
new
factory
win
olasolfy
end
maj!"
your
supplies
accessible.
easily
Statemeni
wins
CLINCHER
pect
pros-
80
most
every
your
$2.00.
write
page,
"There
are
who
we
will return
no
no
conditions,
restrictions,
no
this offer.It is open
on
postaland
mere
a
LETTER
THE
OP
ELEMENTS
well rated iusiness
to every
man
before the firstedition of the hook is exhausted.
acts
$2.00 to the letter and mail today."
could a man
Could anything be plainer? And
Pin
strings
your
good sound
"Simply
another:
and
mail
it
afterlunch
now
often not
done
when
before you,
check
the bills in it and
then
the orders
hundreds
need
7nail to
and
will he
hut you
"
at all. But
you
come
may
Here
is
afterlunch, for things to he done
letter is
or
offer?
one
three dollars in this letter
your
wrap
not
"
are
acceptingthat
for not
reason
find
merely
at my
me
wrap
your
risk.
And
the goods may
of your
sure
set
this
when
now
go,
by
the
by immediate
prepaid shipment."
Of
closes. A
when
orders
on
have
we
After that tve
Sign and send
But
now.
have
may
us
for
A
coupon
blank
comes
story. If
no
of
money
post card
the
a
you
the enclosed
where
simpler
THE
admirably
days and
going to hold
are
it to
to
a
we
the
few days longer.
fillanother order.
today and
let
u^
it will be of real service to you.
by
a
againstdisappointment. If
back
we
use
it is covered
it and
the idea
uses
such
to
to the limit these
reserved
place the machine
Remember
unnumbered
:
factory is working
behind
machine
variations
are
typewriter company
it says
"The
are
there
course
your
order
guarantee that protectsyou
you
don't
like it,si^nplyreturn
money."
to
dozen words
be
can
is to accompany
signed
the
better.
often tellthe whole
the
reply,an
bearing a printed request
dressed
ad-
is best of
82
ELEMENTS
winds
who
up
inking
"A
trial will
the
have
them
A
good
climax
bring
at least
re-
can't
help doing it.
to do
it
today.
picking
Try
the
up
The
PUT
force.
it
"
and
something
it and
you
wiU
like
a
a
your
how
nowf"
what
seal
and
to
do.
stamp
so
close that
man
something
to
easy
to do
and
what
find your
to
that he
do
then
and
sales letters
Task
letter, every
every
graph,
paraand focused
your undivided
each
his
a
into
with
It
makes
magnet.
Present
past, unaffected
Give
of
him
it, undiluted
and
box.
Give
Concentrate
send
of procrastination. It
Tell
shekels
you
the button
press
sign,
only kind
him
sooner
It tells him
results.
give
not
antithesis
his pen,
is the
clincher
or
for
the
shipped right
for the mail
hike
letter
Why
in motion.
reach
and
you,
and
up
is the
reader
and
The
sign
packed
him
order
convince
you'll save.
more
gets the
makes
for
ribbons
typewriter
my
:
them
sales
solicits
LETTEE
THE
OP
your thought upon
the vporries of the
by anticipations.
problem your best. Finish
forgetit.
Part
III
HOW
MAKE
The
A
Man
TO
LETTER
TALK
to Man
letters
WRITING
isn't
mulas
recitingforwords.
conjuring with catch-
nor
It is
Message
talking
on
paper.
Anyone can follow the old precedentsof
correspondence. Anyone can load letters
with the useless phrases and expressionsof
antiquity. Anyone can
string together
custom-bound
courtesies
and
alities.
convention-
joltshimself out of
the rut, who
puts things straightfrom the
shoulder, who dares to be original makes
his letters pull.
But
the
man
who
"
Don't
tradition.
stick
Be
to
moss-grown
Be
natural.
usages
of
live.
letter a man-to-man
message
your
watch
the
come-back
and
carry
Give
to
sales.
m
Wfmfm
\t
XI
CHAPTER
Value
News
is
THERE
invariably
product,
from
that
give
"
it
What
can
that
attention
tell
has
a
newspaper
is
than
sales
a
way
one
other
any
to
since
is
particularly
new,
and
twist
into
your
of
make
can
you
thing
some-
get his
can
information
the
ginning
be-
exception.
no
his business, you
Put
the
it
a
asset.
in sales
that
man
addressed,
boost
your
news
and
and
know
That's
your
a
"
give it
goods.
it makes
public topic
you
be
must
one
brand
talk
paper
piece of
good
familiar
application
an
kinds.
is of two
correspondence
live
some
news
own
relation
wanted
world
something
man
interest.
used
take
can
day"
"to-
a
as
there
better
has
business
The
a
and
wants
news.
correspondence
You
And
another.
to
man
world
and
as
letter
your
value.
letter,give it
News
want
you
it to appear
want
you
give it this liveness
the
If you
that
cation
strictlylive,up-to-the-minute communi-
a
news
is
give"
to
one
can
you
impression
one
to
the
will
that
of sales letter
bristle
with
up-to-
that
is
dateness.
Or
you
can
tell your
of interest
news
to
is pretty close
prospect
him
to
your
and
own
to
something
you.
marily
pri-
Ordinarily such
proposition
"
it is
news
NEWS
that
originateswith
because
when
business you
The
trade
with your
trade,and it scores
tactfullyabout his
approach a man
touch a responsivechord.
of
by the keenness
and
or
you
85
you
sources
first kind
VALUE
that you
news
can
use
are
limited only
of your
eyesight and ingenuity. The
will naturally draw
mostly from daily
you
publications.
"WATCH
manufacturer, for example, used the
idea when
he wrote
something like this :
"One
of the last things that Commodore
Peary did
before sailing on the expedition that found the Pole
to purchase a "^""^'* "^^""^ watch.
Could you imagine
was
to the-^'^'^"^^
a
a
as
stronger testimonial
perfect
time keeper tinder all climatic conditions?"
There is news,
human
and an
abundance
of
interest,
proof in a reference like that. It makes the letter live
conviction as to quality
primarily,but it carries more
A
"
than
could
of this kind
News
a
way
a
sells his
who
man
of argument.
volumes
pressedinto service by any
goods through letters. Here is the
retailer with
can
be
of mind
clever turn
a
made
use
of
local disaster:
"Dear
"No
Mr.
Henderson:
doiibt you
read
in the Journal
dwelling house of Mrs. Findlay, on
Monday that the
stroyed
Front Street,was de-
iy fire. The firewas caused hy the explosionof
a
gasoline stove which Mrs. Findlay was using in her
In attempting to extinguishthe flamesMrs. Findlay
work.
was
badly burned on the face and hands.
thing
Everyshe owned
was
destroyed and the loss will reach
$2,000.
"We
had
had
simply
a
gas
want
range
to say
this: That
this would
if Mrs. Findlay
not have
happened.
A
TALK
LETTERS
MAKING
86
cheaper than gasoline.
safer,and much
and make
Now
is the time to buy your wife a gas range
her work
her lifesecure."
a pleasure,and
deaths
Aecoimts
of injuries and
througli accidents
surance
be used to good advantage in accident and life incan
letters.
Burglaries, particularly local ones,
hardware
make strong appeals in letters from locksmiths,
dealers,burglary insurance men, bank and safe deposit
be made
News
items regarding impure water
can
men.
of by the dealer iq filters. There are a thousand
use
portunit
opother man
to make
for the retailer,
or
any
gas
is
range
his letters live.
Notice
cleverlythis
how
in mail
course
order
who
man
makes
work
to sell
wants
of
use
me
subjectthat
a
a
is
public mind :
"Congress will ultimatelypass the Parcels Post bill
and when it does more
than fivehundred
firms will enter
This
the Mail
Order fieldwithin twenty-four hours.
made
statement
was
recentlyby the editor of one of the
in this country.
When
that day
leading newspapers
and it is not far off,there will be in less than a
comes,
than
thousand
a
positions open to men
week, more
The
who
have passed the examinations
of this course.
almost
mail order spiritis in the air
we
can
feel it.
Are you the man
to stand idly by and allow the opportunity
on
the
"
this business to pass
to learn
what
ON
the mail
THE
man
on
the
the
It may
market, a
user.
Again
new
be
to be your
is
simply a matter of
goods that is of
your
a
new
service
it may
findingout
for you?"
will have
you
aU, it
something about
interest to him.
or
news
reporter. After
own
putting
dealer
busiyiess has in store
other kind of
tellingyour
newsy
order
without
you
model
can
are
you
give the
be simply advice
as
to
NEWS
coming fashions
VALUE
87
suggestionas to the best method of
turn it
goods. If it is given the news
a
or
handling certain
gets the interest.
Here, for instance,is a
to
retailer.
a
letter from
newsy
It is
good
idea that he probably has not
an
best of all,it has
"Dear
Mr.
"When
of these
one
telephone every
get his order for
to
the haulers
"Here
and
have
you
time
some
in your
on
it pay
town, and
you
try
to
coke forks?
coal and
with
this:
whatever
his
every
wants
She
use.
want."
you
the mails
uses
trade, this is
need
day
is
not
work
know
to
to
for the manufacturer
or
You
out of your
her
and
forks.
retailer who
most.
can
the summer,
heavy goods catalog,showing all patterns
sizes. Please write us if your
jobber cannot
following up
she
of
our
with his customers
housewife
the remainder
will need
you
the
counts
before
days, wouldn't
warm
coal dealer
during
is
and
For
thought of
gives him
season's supply of fuel will be largelydelivered
to residences
supply
it
facturer
manu-
practicalvalue:
business is slow, and
"Next
because
fork
Dealer:
hands
your
a
glad
your
the
what
when
wholesaler
or
kind
in touch
of
news
far to find it.
go
or
the
keep
a
trade
Pick
Montana
has
it
Every
paper.
store
that
new
grocer
that
writes
firstshipment of that delicious white plume
celery arrived by express today from Kalamazoo, and
it is just as crispand fresh
a long way,
although it came
it leftthe celerycity. Just call up 72 and we'll
as when
"The
send
over
Advance
much
as
you
want
at ten
notices of coming stylesare
items for the lady customer, and
news
in
as
a
letter she will be far
more
cents
a
bunch."
especiallygood
if she
impressed
with
gets them
the store
88
MAKING
that
writes
them
her
than
she
in its newspaper
One
ever
through reading
would
advertising.
this matter
managed
store
TALK
LETTERS
effectively
by
very
of lady customers
sending a list of names
buyer and having style letters sent from
The
novelty of getting these personal
combined
abroad
with
the
actual
news
to its Paris
direct.
there
letters
value
from
brought
results.
WHAT
you
to other
news
a
way
laundry
doing
work:
"Dear
Mr.
"You'll
that
some
be
just common
things may
people. For instance,here is the
consider
man
makes
news
out
of his methods
of
Norton:
often find among
your
scratched
Mistered
are
or
laundered
new
on
the
seam.
collars,
(That
sary
is,unless we do your laundry work.) It is not a necesevil,either. The explanationis simple. The seams
of a douile-foldor wing point should be evenly dampened
beforefolding. Otherwise it blisters or cracks. We
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.
"Just step to the telephoneand call up Main 427, and
whenever
laundry will be ready for use
your
you
it."
want
And
a
here is another
letter that
gets the idea,this from
bird fancier:
"Dear
' '
Sir:
just received
consignment of St. Andreasberg Roller Canaries which we can
offer you at the
specialprice of $3.50. These birds are reallya second
grade of Golden Opera Singer. During their course
of
birds make
mistakes
others take uo false
trainingsome
We
have
a
"
CHAPTER
XII
Personality
OU
Y
has
colorless
a
such
it is the
And
magnetize
will
might
straw
money
letters
your
into your
customer's
him
This
and
If you
must
you
is the subtle
It unties
the
to the
goes
and
where
the
falls
on
with
a
wallet
put
ears.
Letters
the
It creates
of
this is true
And
that
of the
like
companions
really have
two
man-to-man
expression. And
a
elements
attitude and
these
a
fact
ly
thoroughderstand
un-
ter
let-
where
geration
exag-
communication
because
It
strong
are
your
It gets the business
the
letter
out
from
stands
man
personality are
that
but
personality.
confidence
distrust.
woven
in
order
a
crowd.
getters
into them
originalityof thought
elements
are
to
sonal
per-
custom-made
the
personality is "different."
its stereotyped
because
letter
strings where
a
feels you
effect of successful
cold, serious, matter
deaf
he
you.
he
air breed
hot
so
understands
basket.
shove
expect
egotism,
^hot
"
personality that
that
well
as
honest, personal conviction,interwoven
own
man
sales-
for all the good
man
sales letter.
prospect's
into
a
if your
yet, but
do.
in the
same
your
touch
of
arms
pale individual
a
is the best
that
itself,
for
shouts
that
personality,you
into the
sample
proposition
a
proposition
a
the
have
may
found
in every
"
and
part
PERSONALITY
of the letter
91
salutation,
script.
body, close,signatureand post-
"
SHOULD
remembered, however, in this matter
of approach, that sales letters are distinctly
of two
quiry.
inkinds
the unsolicited letter and
the reply to an
Li the firstyou must
announce
yourselfand win
at the buyown
er's
audience; in the second you come
your
IT
be
"
invitation.
Naturally the first situation
winning the reader's
attention
"
before you
get down
can
proposition. In
the prelude and
But
the
first time, there
and
there
him
about
Look
Talk
is
at
own
he would.
and
you
can
interest
"
business
slide
over
propositionfrom the getaway.
for the
are
approaching a man
reason
why you cannot take the
is
you
no
What
is his interest
of getting it than
way
surer
want
you
talking to
himself.
about
in his
no
"hard-as-nails"
instance
other
attitude.
man-to-man
a
and
talk your
though
even
to
certain preliminaries
demands
propositionfrom his point of view.
the things he is interested in. Talk to him
words, his phrases. Express your ideas as
letter a personaltalk,full of life
Make
your
your
action.
If you
talk about
Take
trying to
are
shoes
your
to his
him
own
sell
a
a
man
pair of shoes,don't
have
mentioned
until you
closet and drive home
your
his.
shoe
talk there.
Note
how
bankers, strikes
in the most
"Bear
"As
making
Mr.
soon
by a book publisherto
vitallyinterestingstatement
this letter addressed
out
with
a
conversational
kind of
a
way:
Brown:
as
I learned the other
specialeffortsto
secure
day
that your
more
hank
was
depositors this
MAKING
92
winter,I had
TALK
LETTBES
of
the manager
printingdepartment
our
get the enclosed proof for you.
"It
is
really the
has been
bankers
to American
made
that
announcement
significant
most
And
in years.
even
of the big magazines,
where
having this specialproof
you
sent to you direct so that no circumstance can deprive you
of the opportunity it offers.
"For
in complete,workedhere is a chance to secure
the exact,practical
out form
plan you need to double or
tripleyour business."
If you were
a
banker, would that letter get by you?
It might, but I doubt
it,for the moment
you start to
read that letter you must
is talking
realize that someone
that is very important to you.
to you about a matter
though
it is
being printed in
might see it,I am
some
"
"
too,
NOTICE,
attention
"Dear
wonder
from
how
in the selection
btiild
for
build
a
carriagemanufacturer
a
the start
when
gets your
he writes this way:
Smith:
Mr.
"I
how
my
near
ideas and
your
of a buggy,
own
and
would
use
mine
would
agree
if a buggy that I would
suit you.
Every year I
buggy for myself not because I xvear out a
buggy in one year's time, but because I am always able
to sell my last year'scarriageto a liveryman here for as
much
new
little over
when
a
for it
more
"As
like it
a
buggy this
new
two
weeks
so
they
ago,
year,
and
than
the
regular price,and
so
well and
which
I used
particularfriend of mine
this buggy took
of specialjobs under
are
now
the
it
just one
$5.00t
offeredme
I let him
have
seemed
everyone
same
ished
fin-
was
much, I immediately arranged to get out
number
and
me.
built myself
a
day
it cost
as
"I
"
a
it.
to
ited
lim-
specifications,
nearing completion. One
I
am
aoinn
PEESONALITY
93
myself,and I am going to give you an opportunity
to get one
of the others."
Thus the propositiongoes swinging along naturallyto
to
a
use
close
so
strong that I must
in the market
for
the letter if I
answer
am
carriageat all. He compels me to
feel his interest in the proposition,
excites my attention
and inspiresa quick appreciationof what he has to sell,
in his office.
by talkingto me as if I were
Of course,
a
this man-to-man
element
be
to suit the conditions of
qualified
proposition.You wouldn't write to
kind of a
Sun, Nebraska, the same
for W.
of the letter must
the
prospect and the
Bill
Sikes,of Rising
letter that you
of Boston. If Bill got W.
C. Chesterton
pared
pre-
C.'s
If W.
lonial
spoke of his wife's elevation to the Cothink you were
he would
"kidding" him.
C. got Bill's letter of coyotes and potato bugs, he
would
throw
in which
letter,
Dames,
you
it in the waste
disgust. Put
case, be
every
sure
basket
with
in the heart-to-heart
that it is
a
shiver of literary
in
element,but
right.
of
personalityletter
THEunconventionalelementexpression"
if
usually
the
second
"
follows
the writer
reallyestablishes his
But
are
there
effort must
certain divisions in the
be made
to tear
relationship.
letter where positive
man-to-man
from
away
a
lowing
slavish fol-
of custom.
Particularlyis this true when an inquiry solicitsyour
reply. Get right into your propositionfrom the start
and, as you hope and strive to be natural,avoid the old
formalities.
The
average
to your
as
expressions
time, detract
introduction with its""We
request" is
"Inclosed
from
the
as
useless
herewith"
main
as
a
beg "and
third leg. Such
take up
idea, and
suant
"Pur-
are
the reader's
absolutely
MAKING
94
Sir:
dear
My
TALK
LETTERS
Opportunity
Use
of
ovl
vxym
door
only
when
It
knocks
rsadj?;
figure
drudge,
pittance,
a
the
hie
opportunity.
Get
general
field
be
and
door,
of
out
to
prepared
He
of
the
on
did
rut
yea
factory
expert
the
Directness
If
organizing
not
the
greater
the
manufacturer
lacking
the
wisdom
and
the
of
for
explana-
tion
help
argument
become
In
It
cost,
nil
out
up-to-date
clear
of
of
scope
the
writer.
desired
will
This
to
Weak
close
Will
take
you
the
in
nuch
of
Euccees
to
busiaesa
at
order
youj?
bpok
sight
fore-
the
be
is
advantage
work
our
ization".
Organly
complete-
latest
fully
and
explains
qualifications
and
Any further
cheerfully
information
given
on
quest.
re-
opportunity
special
offering.
only
your
of
it?
grasp
of
courtesy
get
extant.
prospectus
the
to
nomlnsJ.
and
been
has
you
work
a
"Factory
on
giving
Our
the
ness
Busi-
your
conducting
opportunity
your
yourself
This
Offernot
fear
the
necessary
outsider
for
an
and
published
rewritten
most
the
the
ganization
or-
longer
no
upon
la
expert
boqk Just
ba
attributed
of
la
Here
an
of
be
grasp
depend
organizing
business.
or
to
part
to
you
of
aocountant.
But
No
said
muet
ccm-
The
He
assists
today.
of
and
a
business,
of
entirely
are
better
without
safoly
may
be
Adviser
thus
Insure
even
systematlsatlon.
contradiction
on"
graep
and
Income.
Buslhesa
B"on
larger
the
value
of
a
Ing to recognlae
of
knowledge
existing conditions,
and
tere
Into
and
a
of
a
no
not
knowledge,
coEaaand,
failurSj
a
with
and,
bla.iie.
greater
answer
Is
awaiting
to
man's
a
prepared
trudging
himself
a
ba
largely
along dally
he
hut
Too
auet
his
at
otherwise
to
comes
He
once.
a
Act
a
Very
at
reply,
truly
oncel
we
ing
Awaitare
yours.
and so lackingin personHere is a letter that is full of generalitiep
ality
that it entirelymisses the individual appeal. The proposition
cidental
until the third paragraph and then in an inoffered is not mentioned
way.
the
book
is handled in the rewritten letter
proposition
opposite a
personalas a call over the phone. In this
second sheet,proverbs and axioms
are
displacedby rgasQns-jjdi;^
the
the chance
reader every
to buy is worth
to
particular
real,"ca^
his
isoEfered
He
hour of
factoryday.
a
proved oppDT^
particular
Note
how
"
same
letter as
.
PERSONALITY
95
Exact
ITr.
placeand
date
Tuaeday,
My
Extremely
Tills
will
I
because
opening
of
con-
fidence
oldest
do
feel
business
a
will
you
TVs
fof
offer
a
show
you
1
do
not
I
nerely
RISK
wemt
you
ma
would
reduce
this
that
plans
will
check
and
to
ter
natnot
self,
It-
boolt.
blindly.
it
KY
AT
over
opinion
of
It.
en
risk
willingly
e^ dozainflle
plan that
costs
alone.
factory
a
22
saving
throughout
money
expenses
business
-
employes
of
plana
plans
-
and
waste
And
1
ing
hirthat'
In
your
not
do
ask
to
secure
Ein"'^l? penny
one
the
It
frank
leak
every
office.
risk
any
bool:
you
look
reduce
handling
factory
you
will
whole
your
and
to
for
the
buy
your
contains
book
than
printed
no
send
to
your
woiad
$8.00
times
Yet
to
you
give
You
Argument
dollars
will
qq
want
expect
and
-
But
Organisation."
could
printed matter
value
I
So
of
believe
honestly
lasued
of
its
ers
print-
our
copies
real
have
volume
even
made.
print,
"Factory
about
from
opinion
Organization"
I
that
more
in
book
from
advance
"Factory
boolt
save
other
Reason
receive
fo^
today
Is
announcement
will
a
hear
may
of
your
benefit
public
Watson's
P.
I
matter
a
warEiest^and
our
that
so
the
tain
cer-
And
writing
am
of
from
feel
you.
Is
this
I
more-
friends,
Thursday
C.
that
few
a
I
to
Importance
I
tion
Interest
of
and
have
ycu
before
any
Explana-
tenth.
rooelv"d
that
news
be
and
you
I
morning
Boms
unusual
to
January
Colby:
printers
our
'personal
wins
Mr.
dear
Papa's Office,
them.
Merely
Persuaand
induce-
sion
ment
will
letter
use
not
not
only
of
the
book
on
the
mall
worth
send
pin
tonight
envelope
$2.00
a
if
bill
possible
to
-
this
and
enolosed.
Yours
funitv, not
for
to
$6,00 cseh
you,
for
you
my check
In
all
$2.10
$2,00 but I will remit
you
in
for
to
addition
postage
your
you
pay
the
trouble
in looking
book.
and
over
la
alone
I
Merely
Clincher
send
The
will
$2.00 you forward
approval.
remittance
but
not
be
as
a
a
as
regarded
And
If
then.
ter
chapdeposit.
an,v .sin^e
very
generaldissertation. This contrast
the use of the personalelement.
truly.
illustrates the
bilities
possi-
96
foolish. You
TALK
LETTERS
MAKING
saying
might just as well attach stickers,
is an envelope" and "This is a sheet of
inanely,"This
' '
paper.
If you
asked
salesman
a
priceson
likelythat he
for
his best hurdy-
clear his
would
gurdy or what-not,it isn't
and launch
into a seventeenth
throat,hitch up his trousers
He would snap out
century prelude. Not much.
have
something like this,and skirmish for a sale: "We
three stylesof hurdy-gurdys, one
at so much, another
at this
much,
sales and
' '
and
so
on.
The
salesman
is interested in
"Why not take a lesson of him,
then, and chop off the hackneyed preface? "What is the
of obscuring the real issue by a lengthy prelude,
sense
useless apology, a request to write,or begging for permission
so
to
your
are
you.
advise?
Get
down
to brass tacks
prospect'sattention from
Note how
in his
this manufacturer
and
catch
the start.
goes
straightto the point
opening:
"Dear
Mr.
"Your
Davis:
goods
leave the
factoryin
the test
dition.
of conBut how do they reach their destination?
Any
freighthouse is likelyto be over-crowded
day, and
any
piled high with freight.
platforms and wharves
open
Your goods are not favored" they are just as likely
to le
And
rain may
a sudden
leftoutside as any.
absolutely
may
ruin them.
not insure
"Why
fog againstrust or
"
your
shipments against rain,snow,
warp
or
mildew.
You
can
solutel
do it ab-
Waterproof Wrapping.
"Andrews'
Waterproof is made of just three things:
ing
heavy tough paper, perfectwater-proofingand reinforccloth,givingextra toughness and strength.No matter
how
awkward
or
irregularthe shape of your product,
with Andrews'
sharp
corners
or
wUl
projections
not
poke through. And
TALK
LETTERS
MAKING
98
phrase as, "Hoping to hear from you by return mail,
typed
we
are," is as bad as the correspondentwho uses stereoexpressionsthroughout. Both blunt their effect on
the
prospect.
closingparagraph should force the prospect into
action" not put him to sleep with such hackneyed expressions
as
"trusting we shall hear from you" and
Such conventional baggage only
"begging to remain."
loads down
means
nothing. The prospect
a letter and
The
knows
that
he will
answer
If your
for his business
"hope"
you
and
"trust"
letter.
your
demands
communication
a
distinct close,say
something new, typicalof life,
as, for instance :
"Sign and mail the order now, before it slipsyour
mind."
"Just
say
"Can
you
to
unread
basket
because
they
to end
they look
as
overlook
afford to
of
is
the samples
this when
It's "we
bored
as
letters
yours."
it
lars
dol-
means
closes
you
man-to-raan
tossed
to
the
waste
personality. From
beginning
alike. They "beg" this and "trust"
do"
are
are
lack
and
"You
with
are
lost
the
on
element
"
don't"
until the reader
neighbor's one-record
ing
correspondents are learn-
your
Successful
talking machine.
that hackneyed salutations
the
are
you?"
Millions
that.
and
the word
and
strained
prospect, that it
the
ofiSee talk
on
complimentary
is,above all
paper
that
gets the orders.
buy is whetted
RESOLUTION
ed^e. Don't overstrop it;
to
a
razor
don't
hit it with
prime put it to
a
work!
brick.
When
it's
CHAPTER
The
would
Youtomorrow,
a
hundred
know
fault
your
it is
sales
his story with
that
perplexing
who
man
respondents
cor-
your
might
you
they couldn't
your
yet obvious
and
and
sit down
must
As
in
the
to
analyze
you
respondence
cor-
your
fact
one
pick
^that
"
beginning of
the
sales
investigation into
the
body
the
"we"
each
writer
as
you
to
come
literallypeppered
has
objectionable word.
There
is the
swer
an-
your
From
"so
have
this,and
a
the
want
impressed with
question.
beginning to end,
to
by
push
find that
will
shot
letters,you
"we"
much
would
you
through.
letters,underscoring
it,you
about
you
all
be
wratli
might bring
might quiz and
ten-to-one
will
if,
sales letters kindling
least
burning
You
salesmen.
paper
in
interest only the
to solve the most
If you
of your
"We"
a
were
you
is too
missive.
At
sales letters
you
there
fires.
carpet,
are
your
see
to the
of your
apart
could
you
basket.
when
If you
up
waste
threaten, but
Element
probably leap
your
empties the
answer
"You"
morning
why
XIII
what
and
"We"
intend
"We"
statement
so"
do?
to
the
to
offer; "We"
do that.
How
letter consists
average
are
regarding "ours"'i
But
my
The
of,
contemplate
what
do 7
care
interests affected
closest thing to
is "you."
you,
and
The
ending
never
of attraction
source
is "me."
to me,
concern
TALK
LETTERS
MAKING
100
correspondentkills a hearing because
For
he begins talking about himself instead of "you."
ing
showare
example, a clothier writes me a letter: "We
ens
woolthe most attractive line of spring and summer
in the city. The cut of every garment is the latest
in style."
and up-to-the-minute
thus
And
the
that
NOW
wanted
if
for
more
prove
is in this for
had
they
suit
a
are
How
?
$35
as
time you
same
me.
what
I
showing
They may
I
care
will it affect my
my
as
business
Again,
own
Smith,
you
spend $15
should.
you
How
just as stylishand
you
have
teen
feel better
as
can
able
wear-
paying $50 for.
in the
clothes,and
will be saving money."
"
For
than
you
If they had said this
matter.
"Mr.
of clothes
will look better and
at the
me
fact that they
me
written:
By making
it?
suit for
a
You
me
roll?
But
we
The
told
attractive line in the city. What
is,what
bank
letter hasn't
doesn't particularlyinterest
the most
about
a
to know.
the woolens
have
of
kind
ah ! that would
here is
desk, that
a
have
letter that gets
touches
my
been
as
a
ferent
dif-
close to
pocketbook, my
heart.
a
manufacturer
perfected and
writes
me
today:
prepared
to
interests
are
"We
have
supply our new,
double-rimmed, rust-proof,excelsior gas
patent-lined,
all."
the peer of them
When
I receive that
burner
does it affect my
cost of production? I hold
letter how
stock in the gas burner industry. He might as well
no
mud
the discoveryof a new
announce
puddle on South
are
nQW
"
Main
Street
so
far
as
my
concerned.
TnE
But
"YOU"
he had
suppose
ELEMENT
said:
"See
101
here,Mr. Gas Burner,
spend $2.50 a month more
for gas lightthan you
should,and yet in spiteof this waste you are not getting
the brilliant illumination you are paying for. I can
cut
your
gas bills in two, give you letter,clearer,brighter
And the whole outlay
light,and save you $2.50 a month.
you
will be
to you
gas
the writer had
different and
somewhat
mail
to the
and
talk
Look
box
about
with
the
new
our
himself
so
is the
he
you
get close
to if you
is interested
himself.
It would
probably hurried
have
Forget yourself
order.
money
man's
been
have
profits,
needs, desires.
and
he
yours.
letter and
your
You
your
be
may
reader
king of his
other
every
sentence
the ruling power
in
doesn't know
it. To
little kingdom.
own
He
things to think about, he isn't interested
are
doing. And yet he is the man
you must
many
in what
a
other
world, but
own
I would
it from
begin
DON'T
with "AVe."
your
said that ?
propositionfrom his point of view
at your
will readily see
expect
once
to
get
he is sure
only when
I at
became
of his money.
any
of gettingsome
alive to the
He
money
when
proposition
this letter :
I received
Retailer:
"Mr.
is it that you
"Why
lose
of
one
burners."
Suppose
has
simply the priceof
good
more
other
man
hard
"
the retailer
are
"
cash through bad
compelled
debts than
to
any
in business?
have to charge up to bad debts,
"Every month
you
scores
of good fat accounts that dead-beats refuseto pay.
Mrs. Jones
and
so
puts
it goes
"
you
season
off;Mrs. Smith
after season.
tells you
You
to
could
waitj
almost
MAKING
102
Formal
Dear
Sin-
JuBt
received.
Accept
"
"our"
to
stock
thanlce
for
We
gleil of
catalog
our
forward
are
you
-which
a
favor
yovar
in
this
tunity
oppor-
showing
Stock
Hoom
6t:/leB
reedy
all
the
the
some
of
shown*
elnply represent
selected
sellers
best
as
by
our
two
hundred
from
leading retailers
the
"Our"
Of
styles
TALK
LETTERS
carry
we
innedlate
for
It
course
Is
which
styles
our
use.
to
Inposslble
make.
we
show
The
trations
Illus-
season's
the
end
fifty
by
designed
styles
selling
our
force.
Our
"Our"
oxfords
of
the
at
the
shoes
fitting
slip
at
the
summer.'
Black
Tan,
guarantee
they
heel
We
sense
every
dose
and
the
then
assured
shoe
Green*
In
Red"
of
full
Is
something
to
you
value
if
for
that
you
your
Is
to
care
money
.
Ve
make
can
fall
you
to
for
find
style
any
Illustrated
required
In
our
the
shoe
desire
at
Just
you
catalog
We
forward
the
time.
will
present
of
order
prepaid
receipt
your
upon
will
strive
to
serve
price and
you
most
not
do
coolest
Patent.
and
be
If
In
ior
superpossess
not
do
They
gap
are
have
Our
Guarantee
vital
Importance
"Our"
catalogue
fit
they
I
of
spent
correct
oxfords
qualities.
ankle;
for
"Our"
are
Our
word*
satisfactory
the
shoes
with
In
a
manner.
Yours
very
truly.
Nothingrobs a letter of directness so much as a lack of the "you"
Here is an actual letter which
illustrates particularly
well
element.
absence of direct appeal because of this fault.
an
This
tries to sella
man
and
his
needs,tut
pairof shoes,not by talkingabout the prospect
about himself and his product. Note the
"
"
prevalenceo*' our" and
are
in every
"
mere
are
words
"
paragraph. Half the words
we
cept,
acmachinery of this antique variety,through which
a
nd
The
the
real
meat
so
strive,"
on.
glad,make,
specific
we
that
"
catch
the
eye
"
could
be
into
compressed
two
short
paragraphs.
Then
the same
note how
letter. The dealer comes
salesman
would, and turns
propositionis handled
in the rewritten
to the customer's
over
side,justas a clever
in to help him "geta fit." "That's right,"
real calamity. What
is this and
you want
he says; "a poor fit is a
and
this and
this
right here
"
you'llfind
those
verv
is
things. So
a
stock
of
shoes
among
the entire letter shows
an
which
under-
THE
"YOU"
Dear
"Your"
shoe
Mr.
ELEMENT
103
Sheldoni
What
aggravating
IB
uncomfortabl*
more
than
and
shoe?
111-flttlng
an
troubles
"Your"
wants
In
Make
up your
Ufa
win
you
your
satisfies
pinch
wrlnhle
or
shoe
a
of
run
"lnd
that
your
up
that
so
long
quality.
no
is
And
yoa
loD.g
it
whether
mede
of
science
I
want
supplied
to
54
will
be
last.
for
surprised
trim
and
of
wear.
cah
you
stock
our
foot.
your
to find
For
Dickson
of
or
patent,
gun metal
the
best
stock
that
very
how
shoes,
tan, are
leather
produce.
catalog
today
you
under
it
But
for.
styles
Select
is
requested
separate
your
style
what
is
only
one
you
will
find
cover.
tion
attenon
you
of
were
the
trated.
Illus-
the
finish
style and
then
in
simply till
blank
on
order
the
the
and
si"e
nuipber,
and
width
to
us
mall
want,
you
today.
If there
are
little
any
peciillarities
about
about
tell
them.
foot,
us
your
to
With
this
information
guide us we will
send
all
'you,
charges prepaid the very
Is received,
a
oraer
day that
your
pair
of
shoes
fit
thst, will
you
perfectly.
tTiat
you
like
Do
to
grasped
dey you
comfortable,
test
In
built
will
attractive
"Your"
tunity
sonewhere
shoe
a
to
call
particularly
the
"Easy Last'
new
This
be
37.
may
Just
looking
oppor-
its
the
to
.page
"Your"
choice
and
retain
literally
The
goln^
very
have
lines
so
They observe
the
closely
that
ease
and
points
comfort,
give
"natter
how
particular
be,
nay
you
Is
that
the
shoes
combine
the
three
been
have
for
looklnf;
end
comfort
wearing
you
style,
"
Make
will
you
the
nor
not
side.
cool
under
Dickson
there
wants
will
that
little
"Your"
from
"
heel
will
time
feels
on,
E^ppearance
featiires
detail
that
the
once
that
the
perfectly
that
and
"Your"
that
at
this
for
shoe
at
shoe
follows
It
that
slip
over
put
stylish
assured
the
thst
foot,
your
"first
comfort
to
you
does
not
that
the
at
a
toe,
shoe
a
mind
a
have
smallest
Send
best,
not
miss
this
obtalii
real,
genuine
your
order
at
once
Yours
shoe
"
very
opportunity
comfort.
today.
truly.
standingof "your" shoe troubles and "your" needs,and offers the
articlethat will bring"you''satisfaction.
shoe it exploits
as an
104
MAKING
start
a
through
"Now
bad
could
could
we
lost
by
how
to
local retailers
tell you
stop this;suppose
of a simple collection
tellyou
retailer down
one
the money
debts.
suppose
we
by
store with
new
TALK
LETTERS
in Illinois that enabled
scheme
him
used
to make
thirtyof his hardest and slowest customers
pay
wp
the hundreds
of dollars they owed him.
for penny
penny
Wouldn't
to get itf
you jump at the chance
"Now, then, in the book described by the circular enclosed,
"
"
get this
can
you
plest,
collection system; the sim-
very
successfulcollection system ever devised o
system that does not require the assistance of an expensive
alone can
a system that you
collector;
operate, and
the only expense
is the cost of two or three two-cent
most
"
stam.ps."
is the kind of
That
cash
drawer.
The
letter that
a
of attractive argument
guns
salesmanship are
either get out
buy because
and
attitude of the letter.
letter shot somewhere
there would
not
shown
If this
reason
A
"We
me
interest in my
believe that you
tire manufacturer
have
interested in
We
are
our
enclosingour
describes
answers
favor of the
your
are
and
fective
ef-
I must
me.
take the shot.
has
been
I
the
pointed their
air of foreign interests,
why I should budge an
propositionuntil
by everlastingly
harping on
me
and
had
concern
in the
no
and
collections"
your
interested in your
some
make
never
been
have
stand
or
up
directlyat
my
I wouldn't.
inch,and
1AM
leveled
of the way
"you
from
jars money
ow
affairs. And
are
W"^der
you
have
can
reallyinterested
in
we.
inquiry with this:
fourteenthstatingthat you
my
advertisement
Wonder
you
on
Wonder
booklet which
tread.
We
would
Tires.
illustrates
be very
MAKING
106
Molasses
and
make
can
The
they
are
is interested
offers to put money
in his cash
decide
must
gathers in
at your
the
a
just about
element
the
think
may
subject to
It is
he
is no
me
human
man.
it
more
will order
and
low
other fel-
the
is
ject
to in-
determined
into your
cultivate
letters,
of his game,
and
look
salesman
he
sizes
empha-
it selfish,
but I repeat that the nearest
The
me.
trait
"
as
ace-high theme
infallible
Personal
THE
on.
he reads
When
that.
idly by while
sellingend
buying point.
mentions
You
than
There
the buyer's side
on
abilityto get over
A good
propositionthrough his eyes.
the
never
have
you
of the "you"
some
so
the benefits.
when
now
early," and
drawer.
whether
stand
good profits,or
And
line
in this proposition because
interestingpropositionto him
this letter he
You
to get it somewhere.
going
big profitsby getting in
grocer
make
TALK
LETTERS
as
Good
a
with you
is you.
physical law.
Will
machine-finished
sale is ing.
passto
Buyers preferto deal man
successful
The
dealer of the
future must
ter
approach his sales,his leter's
writingproblems,from the customside.
It is not
enough
collect
today's
for your competitor is collecting
profits,
tomorrow's
good will.
to
IV
Part
COLLECTIONS
HANDLING
COMPLAINTS
AND
Satisfaction
Sell
^
sold,
goods
mean
simply
sellingdoesn't
in
OUCCESS
it
customers
means
satisfied.
It
bills
means
handled
complaints
It
sellhim
paidoutside
well
as
Irritatingback
threats
nor
got
never
square
treatinga
means
as
on
you
principles.
ajteryou
deal
man
before.
do
aggravating
good-will settlement
talk
a
of court, and
and
customer;
brought back a disappointed
chip-on-the-shoulder attitude drives
'
"
a
trade
away.
But
"
Be
your
courtesy, tact, open-minded
antagonism,
disarm
bring
back
business.
fair.
Aim
to
goods
sell
melt
ness
fair-
tion,
opposi-
and
satisfaction,
will sell themselves.
XIV
CHAPTER
Collection
IT
is
thing
one
he wants
;
vital difference
True, both
of
to induce
it is
that
something
Correspondence
a
quite another
he
letters
him
Just
he needs
that
of your
settlement
him
personal practiceof
a
justiceof
is for his
own
to enclose
request
your
good that
the money
Furthermore,
that
a
man
and
talk
element
when
spur
more
adherence
a
great
induce
account,
owes
"
mere
on
and
you
to
those
intimate
formalities
ments
ele-
same
a
an
man
its qualities,
persuade
him
buy,
to
interest
must
you
the
him
that
finallyinduce
"mail
in
so
it
him
today."
bilities
possimany
supplementary qualities
personality,
"
touches
that
do little more
next
get
tate
irri-
than
antagonism.
see
to the
many
seUing
distinctive
paper
the
golden rule, prove
the
and
settle,
Kecognizing this,collection
and
in
collection letter has just as
a
make
"you"
to
he
he
give up
have
the
demand, persuade
or
to
the collection letter.
it,prove
the sales letter for those
as
the
you
as
it and
selling a
in
therein
built largely upon
are
his interest in
win
him
the sales and
between
something that
to induce
And
wants.
salesmanship.
article,
you
to take
man
the
use
small
element
of form
accounts
managers
of danger
letters.
they
coming
are
In
are
in
the
of
a
too
more
strict
handling
course,
of
an
COLLECTING
economic
BY
necessity,but
in
LETTER
109
commercial
business,at
who is worth
least,the man
sellingthe first time, and
whose trade is worth retaining,
is certainlyworth individual
a
attention in the settlement
according
CLASSIFIED
their
to
collection accounts
two
of his bills.
fall pretty strictlyinto
divisions: ordinary commercial
accounts
; and
ment,
of treat-
maimer
they should
and
accounts
be considered
ment
instal-
separately
Getting the righttone into commercial collection letters
is largelya matter
of gettingthe rightviewpoint and the
right perspectiveon what your customer's relation and
obligationto you reallyis.
It is a mistake,in the first place,to
his
debt
to intimate
in the
debtor
to pay
the
that you
the strictest business
but
anything
as
slightest
degree that
it promptly.
consider it
look upon
as
The
other than
any
just
obligationor
do not
you
expect
suggestion
merest
a
a
straightforward
eagerly grasped by the
misdebtor with intent to evade.
Furthermore, it is a take
to ask payment on any other ground than that it is
business
propositionwill
be
justly due you in exchange for value received. Many
correspondentsmake use of the argument that the firm is
hard
up.
"We
to be
going
are
wholesale house,"that
of a largenumber
one
their accounts
what
you
owe
and
we
us,
frank in tellingyou,"
we
the money.
need
of our
customers
unless you
remit
may
wrote
Ton
who
are
at least
find ourselves
in
are
one
only
back
on
part of
embarrassing
a
circumstances."
The
know
put
moment
that you
a new
excuse
you
are
write
in the
a
same
in his mouth
man
like that you
let him
class that he is and
that he may
not
have
you
used
110
COMPLAINTS
AND
COLLECTIONS
If you think it advisable to talk at all
along this line,do it without losingyour dignity.
on
before.
you
it is equally important that you
the other hand
ON
consider the debtor firstof all
his friendly patronage
and
so
be
that he
time that he may
until he has shown
you
by
requests for settlement
that he cannot
in
perfectlyjustified
in
or
taking
a
"
business like consideration
to retain the customer's
be made
as
other kind
cordial and
trade
over
A
too
much
surface
you
reach
your
furniture
customer's
got
up
essary.
nec-
principles
of the debt and
endeavor
^the collection letter may
"
as
any
^you
"
debtor's position. When
any
are
urgency
used your
out
run
efforts
spread
are
of ammunition
which
feelingswith
in urgency
timid
again
the trouble
caught
on
fore
be-
climax.
house
until the eleventh
Now
these two
too
had
fears
sudden
of hurting its
request for cash,
a
series of eleven collection letters. These
a
increased
became
seem
may
in
gradually increasing
letters
this niunber
than
that
you
for settlement
dignifieda communication
sufficient to determine
more
intend
of letter.
Ordinarilyfour
are
demand
between
course
your
in the future and
stem
more
to
circumstances
those
legal steps
any
Steering a middle
a
does not
or
Under
his business is not desirable to you
are
trade is valuable
ignoring of
persistent
a
his biUs.
voluntarilypay
to
extensions in
reasonable
any
customer's
A
ask.
customer, that
a
if it is possibleto do
be retained
granted
as
from
first till the sixth,then
the
in the seventh
did the process
with
this scheme
to the game,
he
letters
and
reach
was
never
eighth
the
that
had
and
not
legal stage.
once
any
the
more
tomer
cus-
fear
COLLECTING
Mr.
Albart
G.
BY
Mr.
You
have
for
the
this
pronpt
Many
of
our
best
money-makers
How
of
la
the
real
carrying
on
know,
this
another
the
day
Toilet
finding
Note
same
how
a
the
we
soap
time
of
wishes
lays
boxes
for
truly
house
introduced
basis for
we
ship
can
a
good
season.
yours,
Hammond
Co.
ft
who
with his
business.
until the ninth
or
and
obligation
sixth letters.
tenth
had
He
come
at
tte
ately
deliberand
then
credit to the good.
first letter should
the customer's
written by the correspondent
has fallen behind.
givesthe letter a cordial,
teous
cour-
customer
customer
more
sixtydays
paid his bill,
THE
to a
threateningfifth and
waited
the
of
sive
extenmanufacturers
the
good firstcollection letter
impressesthe
a
the
cause
be-
can
give you an unusually
and
It
should
you
pay
the
If
holiday
season.
gross
beet
talk
selling
that
of
only
ordered.
commercial
tone
of those
a
selling?
one
not
because
which
Speer,
of
Soap
this
handled,
but
Very
example of
your
have
parations
prehave
account
settled
we
and
feel
fident
conwill
meet
with
an
In
this
Instance,
have
during
use
With
An
you
past
campaign
you
on
pusli It
to
can
that
You
are
merit,
your
that
on.
As
profit
fact
Venetian
they
making
trade,
reminder
remittance
advertising
you
them
the
customers
Its
busy
80
overdue.
In
the
promptly
that
well
been
somewhat
equally
good
0.
holiday
overlooltBd
Is
bills
are
N.
Green:
doubtless
with
us
your
111
Green,
Randolph,
Dear
LETTER
be courteous
in
tone, calling
attention to the fact that his account
and
requestingan early settlement.
with the fact
It is well to at least impress the customer
confidence by mentioning that the bill
that he has your
is somewhat
overdue
"
COSIPLAINTS
AND
COLLECTIONS
112
^j
probably escaped his attention. Then, as if you had
a collection letter at all,follow
forgottenthat this were
intimate inquiry about
with some
good sellingtalk,some
In short,show your
the things that interest you both.
that you think of him primarily as one of the firm's
man
has
valued
friends.
You
surprisedto find how a littlesupplementary
kind will bring in the customer
who
really
will be
talk of this
wants
be
to
cordial,for
And
square.
at this
you
well
can
afford to be
able
stage his future business is stillvalu-
to you.
Prom
careless but honest
the average
like this will pull a partialif not
a
from the
and
who
man
ter
let-
of
full payment
Throughout it radiates only
the account.
of the house
delinquent,a
the
good
will
intends to settlewithout
it is certain to appeal because of its evident
difficulty
fair play. There is a chance,too,that it wiU pullbusiness
as
well.
customer's
THEdetermine
action in response
to this letter will
the whole
of succeeding pronature
cedure.
If he
responds at all the chances are that a cordial
action
personallydictated second letter will save the transunpleasantness. Possibly without making
any
order more
settlement,he may
goods. A Chicago silk
house
uses
in this
this situation
manner
"Thank
last
a
lever and
writes the customer
:
you
for
this morning. I
that your
as
lohich was
received
for
somewhat
surprisedhowever, to find
the order
was
letter made
no
mention
of settlement of your
We
account,regarding which I tvrote you
appreciatethe additional business you
but
cannot
very
well allow
the account
the 10th.
on
are
giving us,
to become
largeron our books. The goods you ordered
prepared for shipment, and they will
are
go
now
any
ing
be-
forward
COLLECTIONS
114
series therefore
third in the
The
urgency.
COIVIPLAINTS
AND
be
should
matters
should crystallize
a collection letter and
strictly
by settinga definite date on which settlement must be
made.
Here is a good form, for instance ;
"You
have entirelyignored our two previousrequests
We
are
quently
consefor payment of your overdue account.
glecting
compelled to believe that you are purposelyne-
settlement.
"We
must
When
no
to force
necessary
should
There
is received
response
in
is justified
creditor
is
evident
The next
payment.
than
of
hands
such
seem
letter to the customer
are
you
placing the
should
attorney; that
an
a
letter,
a
notification of this.
a
the face of it. Write
on
being paid by
steps that may
of explainingwhy
need
no
from
taking any
be little more
in the
account
this account
insist upon
now
a
short
note
be
perative
im-
and
:
"We
have
made
three
Each
account.
is long past due, and
why
reason
requests for payment
one
you
yet
of the
closed
en-
have ignored. The account
have
you
not
even
given us
a
have delayed payment.
you
longerand unless it is paid
shall without furthernotice,turn it over to
we
by
our
attorneys for collection."
"We
cannot
this any
firms do not turn
MANY
until
the debtor
you
carry
a
accounts
collection agency
and
failed.
But
put
intend
least
to
an
handled
a
threat into
back
up.
a
Any
to
an
attorney
has tried its methods
if you
will go to court,by all means,
never
over
do write
a
that
man
do it. In other words
collection letter that you
debtor
on
who
doesn't
do not
make
effort to settle after three requests, should
without
mincing
matters.
at
be
COLLECTING
BY
letters
COLLECTION
from
is
commercial
instalment
on
letters
LBTTEE
chieflyin
115
differ
accounts
that the
purchase
single transaction and there is frequentlylittle
probabilityof future business. For this reason
the sales
element is largelylacking. Eeason for settlement must
two points the buyer's honor and his obligation
run
on
to abide by his contract.
The prime aim is to prevent the debtor from getting
a
"
behind
in
than
more
instalment.
one
When
two
remain
and if
unpaid, the account is doubly difficultto collect,
three accumulate,some
action or a "cash up"
summary
offer is almost
absolutely
necessary
to make
the account
profitable.
Because
instalment
all buyers
on
propositionsare
uniform
a
be used far more
may
work.
In fact,debtors
be
may
which
will meet
to
basis of payment, form letters
extensivelythan in commercial
their degrees of indebtedness
and
classifiedthat
so
usually sold
almost
every
a
series may
be
objectionand
prepared
apply to
nearly every situation.
One
collection
classes
made,
made,
those
"
^those on
has divided his accounts
man
which
only
the first payment
into four
has been
those
on
which
several but less than half have been
those
on
which
more
than
only a
very
small amount
on
For
which
each
half have been made
class he has prepared
and
is stilloutstanding.
a
series of five letters
they have been so carefullydevelopedthrough
experiencewith instalment buyers that they are in the
vast majority of instances as well suited as personally
and
dictated letters.
houses
doing an instalment
tion
collecbusiness on a monthly basis not to begin a strictly
series until a second copy of the monthly statement,
Notice" has failed to bring a response.
marked
"Second
If fifteen days pass after this second notice without a
It is customary
among
COMPLAINTS
AND
COLLECTIONS
116
reply, a first letter should
be
callingthe debtor's
has probably been
sent
attention to the fact that the accomit
overlooked
attention.
It is
requesting immediate
not a bad plan to point out in this letter in a courteous
the importance of keeping these instalments paid up
way
promptly. One house follows its request with a paragraph
something like this :
"Perhaps you have overlooked the fact that in signing
this contract you agreed to send us a remittance
regularly
each month
without fail,
until your account
has been paid
in full. This,however, was
the agreement and we
have
naturally planned on receiving the payments in this
and
manner.
feel certain that for your own
will findit most satisfactory
to adhere
"We
allow two
you
pelled to
send
or
instalments to
more
the whole
convenience
to this
in
plan,for if
and
accrue
you
are
com^
remittance,it
work
hardship. We will appreciateit if you will
may
settle the overdue payment at once
and see that future
instalments reach us promptly each month
as
they fall
us
amount
one
due."
If
a
courteous
reply as
ten
or
urgent
letter like this does not
why the payment
fifteen days, a second
to
in
tone
should
be
has not
letter
bring
been
at least
made
a
within
considerablymore
sent.
this stage, procedure should be guided by
BEYOND
surrounding circumstances.
buyer who
The
at least to be
be
given the
perfectlyhonest
benefit of the doubt
letter should be sent.
standing in this
"We
shoidd
and
pears
ap-
and
reliable should
another
courteous
One house writes to people of good
manner:
dislike very
much
to believe that this delay
is due to other than oversightbecause you were
so favorably
recommended
to us by your
bank.
Still if a remit-
COLLECTING
tance is not received within
a
BY
LETTER
very
few days,we shall have
117
alternative."
no
When
such
letter
a
action,there is only one
diate
procedure toward imme-
gets no
alternative left open
to start
collection of the whole
amount
"
due
There
Either
two
are
turned
discount
is,a
to
over
this may be approached.
be given a "cash up" inducement,
may
immediate
an
in which
ways
the customer
that
for
purchase.
the
on
at
additional
the
settlement;or
an
once
some
or
agency
always preferable,because
the money
that stillremains
and
or
account
attorney. The
it offers
a
article free
chance
also to retain the
be
may
cash
to
is
up
bring in
good will of
the
buyer.
"I
am
for
with
going
a
to make
one
more
writes
effort,"
house,"to reach
publishing
If you will send me at
you.
the balance
due
on
your
an
once
one
amicable
a
check
lector
col-
ment
agreeing
cover-
with us, I will send
to you and as evidence of my
account
absolutelyno expense
appreciationof your fulfilling
your part of the contract
without
unpleasantness,a copy of Wood's "Commercial
Law," a volume which every business main should have
cumstanc
his desk.
Only an exceptionalcombination of cirupon
to do this and we 'have only a few
enables me
tage
copiesof the book available. If you wish to take advanof this offer,you should let me hear from you at
once.
Simply enclose your check with this letterand mail
today."
well and good.
If your delinquent accepts this offer,
If he does not, your only open road is to go to court.
you
at
THERE
are
many
instances of course, in which neither
because
up" nor the court is feasible,
rant
the amount
remaining due is so small that it will not warthe cost of either. In such cases, clever,personal
the
"cash
appeal
do
may
the debt is
's sense
man
always that
debts,and
himself
until
conditions
has
"give
me
if you
harried
money"
my
And
get your
not
want
men
resort
a
until he has
or
them.
The
a
their
pay
to threats
letter will have
him
to
aggravated by
and
the
to touch
dishonest
man
any
that
course
deal.
absolutely demand
first show
case.
Do
so.
been
most
consider
do not
proven
who
is still a chance
there
of respect for the square
Remember
of
Supposing
the business.
just one,
a
COIVIPLAINTS
AND
COLLECTIONS
118
the
severity
debtor
ordinary
pleasant surprise
personal understanding of his
cordial willingnessto be reasonable
your
while
money
the
who
man
flies to early threats
waits for his.
The
Deceptive Aggregate
file of five hundred
DELINQUENT
A
ing
follow-ups a Monday mornof two
dozen
complaints
an
aggregateof petty evasion
"
stack
makes
"
up
of unreasonable
"
largeto
the desk
But
the debtor
sees
aimed
at it will
need, his
what
are
The
that looms
"
man.
that
never
His
demands
the
"
complainant
"
aggregate.
puzzleand
his
shortage,
Sarcasm
anger
him.
annoyance,
his mind.
occupy
letter that
view, talk from
pullsmust
his
take
his
standing
side, show underof his trouble;and thus arouse
his
of
spirit
fairness.
will
CHAPTER
How
customers
your
worth
and
if your
their
having, they
goods
No
money.
potential business
more
prospects. If
have
you
than
given
stops saying good things about
it is not
And
him,
if you
people
see
have
a
it in
than
a
a
often
bookful
of untried
deal,he
square
business
your
sents
repre-
never
but if you
;
stops driving it
never
to show
matter
have
away.
that
man
a
agreed
to
courteous, tactful way.
spark of
reasonableness
give
Most
in them
abilityto recognize a fair proposition when they
of
it. If they haven't, they haven't the possibilities
would
Good
customers
ever
high
matter
and
customers
and
no
concession,however
ous,
gener-
satisfythem.
to
answers
largely a
a
your
more
hard
a
him
at least all you
about
go
is satisfied
customer
a
action
trans-
an
being good
are
such
given him
have
you
and
he
dissatisfied,
left him
have
offeringsand
your
satisfied old customer
A
his purchase.
tomers,
cus-
legitimate business
is really completed until the
with
fact to your
that
bought
worth
are
selling,it is
worth
are
demonstrate
to
after they have
even
have
Complaints
worth
are
while
your
you
Answer
to
IFsatisfying
XV
complaints, like good collection letters,
of attitude.
There
mighty positionand
conform
to your
is
no
use
trying to
ideas of what
ing
assum-
make
a
all
square
COLLECTIONS
120
deal
is.
It is better
positionand
Neither
the
that he
really
gained by allowing
with
anything that a man
back
talk
simply aggravates
of pacifying him
from
more
be
to
over
For
you.
instead
is
what
minded
open
complainant
each
anything
grievance farther
And
fair but
a
assume
aroused
write
customer
COMPLAINTS
do after all.
you
become
kick may
to
show
is there
yourselfto
a
then
things as
sees
AND
settlement
ought
you
kicker the satisfaction of
not
leaves
it
than
give the
to
knowing
and
the
before.
was
unreasonable
that he has stirred your
temper.
thing, do
ONE
that
when
the
eaiise
for
comes
customer
doing
Remember
over
so, and
desk.
your
that the chances
Remember
that
he had
he did have.
are
to be square
people want
plaint
com-
every
he believed
his letter,
wrote
that most
suspiciousof
be too
not
with
you,
that most
people are honest,and that by far the greater
of the complaints you
at
get have a real cause
share
fault may
bottom.
The
why
should
you
If you
are
not
where
out
even
against you.
do when
to
you
though
as
that he
help
the
about
can
a
as
man
to have
seems
good natured
you
about
if he had
would
a
this fellow.
I'll show
't talk that way
letter that he won't
it.
do is to find
to
customer
no
cause
showing
real
forgetin
a
to
me.
month."
for
him
grievance
as
Everyone else feels about the same
get a complaint that appears unjust and
Your
first impatience prompts you
to
yourself: "Oh,
know
thing to
proper
reason
difficulty.
the
he is wrong
for tellingyou
man
lies,and
trouble
complaint, be just
where
a
up
blame, the
to
the
straightenout
And
snap
not be yours, but that is no
you
warranted.
un-
say
I'll let him
I '11write biTn
a
COMPLAINTS
AND
COLLECTIONS
122
bilities
possihandle, while quick attention will preclude many
of future unpleasantness.
Second, take the complaint seriously. For instance,
if
a
orders twenty
man
say:
hack
going
on
that
chance
and
room
paper
stock
"Dear
mistake
from
is
which
does
We
not
Coidd
gotten this confused with
next
to it in the
similar in finishand
in the
has
names
given rise
twice before. I wish
whether
"If
you
it is not
and
received,we
stock and
realize that
an
in the process
not
you
than
glad
you
see
that it is
in
very
might
of packing
to correct
which
two
is
lines
right
very
are
similarity
a
this kind
once
or
refer to
the book
and
see
of
us
discrepancy.
the
a
sample of
been
the order
made
and
man
we
somewhere
we
wUl
See the difference ?
right.
going
out-
over
is ordered, but
shipping
the
mediatel
im-
here
up
careful to check
have
it."
have
of
errors
just what
and
that the
chance
any
bond
but it shows
putting matters
by
the trouble looked
always
error
learn
there is also
will send
are
only protects you
interest
to
cause
will have
:
These
would
this might be the
We
more
Gordon
fact that
the
shipping
or
exactly the sample
you
book?
sample
a
rightr-
to match
ordered.
you
there's just
for
surprised to
are
seem
but
intelligence
his
like this
something
Blake:
bond
Take
named.
you
in the stock
made
was
that the customer
Mr.
Golden
sample
only insult
not
you
Better write him
le
certainly
is
ordered
you
getting yourself in bad
a
he ordered
eyesight must
Your
the
as
on
look again."
and
that
be
may
you
The
same
it to the window
do
Sir:
you.
identicallythe
If you
"Dear
and
you
sample
that it is not like the
receiptof it writes
from, don't
from
of paper
reams
your
be
That
serious
ANSWERING
COIVIPLAINTS
vitallyimportant point
customer's
viewpoint. Look
next
THE
the
123
is that you take
at the trouble
through his eyes. Just as in a sales letter you can win a
prospect'sconfidence by opening with a statement that
he recognizesas a matter
of fact and then from that point
in answergradually leadinghim to your proposition,
so
ing
complaint,you can start out by agreeingwith him
and gradually lead him around
to your
of looking
way
at the question. If you don't
if you state your position
firstand try to drag him to it,you are sure
to antagonize.
A publishersold a business book to a clerk in a railway
office and the young
on
man
receivingit complained that
in an
while the volume
might be all right for a man
established business,it was
of no practical
value to him.
Now
the publisher might have answered
that young
a
"
after this fashion
man
"Dear
of
no
think that because
Don't
Sir:
to
use
:
we
you,
are
going
the hook
take
to
seems
it hack
and
ture
certainlyunderstood the naof this hook hefore you ordered it and if you didn't
want
after
it,that was the time to say so instead of now
to the expense
have gone
of sending it to you and
we
after the deal is closed. Under the circumstances,we
refund
cannot
your
take the hook
that's
Understand
that's just the tone
every
in this
manner
"Dear
Mr.
You
money.
hack."
what
in which
day. But
one,
too
he
have
a
many
said because
complaint is
actuallywrote
the young
swered
an-
man
Gimhel:
You
because
perfectlyjusthow
feelthat because
your
work
seem,
your
you
feelabout
positionis a detail
is limited in its scope, the hook is
comprehensiveto help you
that would
might
:
I helieve I understand
the book.
he
very much
at first thought,
a
very
justnow.
And
just objection.
Century
COMPLAINTS
AND
COLLECTIONS
124
Tailoring
Company,
Ind.
Indlanapolle,
Gentlemen!
B.
F.
rlower
This
The
Dickinson
ault
part
one
of
It
eo
way,
we
today's
you
and
for
Inpoaelblft
any
by
Immediately
old
an
In
to
trousers
that
you
Is
le
this
the
by
done
to
us
them,
replace
valued
alter
this
and
truly
have
exajulned
your
the
letter
or
T,
Bridges,
the
26th
which
you
of
trousers
la
delay
yours,
Henry
We
finished
the
and
would
ask
aa
Mr.
Dickinson
express
Very
oarefully
Th"
returning
are
customer
hln.
Inconveniencing
seriously
who
;Han
Mr.
'suit.
the
pressed
remedy
for
us
which
juat aent
you
condition.
arrived
In bad
scorched.
trouaer
leg la badly
undoubtedly
waa
and
has
and
have
have
returned.
After
that
it
dEunaged
examination
la
Impossible
In
the
we
for
confidently
can
the
say
have
beem
tric
elecemploy
trousers
to
We
way
you
suggest.
for
all
our
and
are
tifically
scienthey
pressing
heated
so
that
reach
a
they never
ature
temperhot
scorch
the
to
surface
of the
moat
enough
delicate
iron
material.
The
even
be
left
In
may
one
for
a
without
the
position
scorching
long time
cloth
In the
slightest degree.
Irons
The
the
to
trousers
to
tailor's
scorch
a
fabric
we
we
trousers
to you
These
aent
old
easy
fashioned
are
in
them
ter
mat-
with
a
new
we
decided
These
pair.
sponsible,
re-
way
no
to
will
replace
be
ped
ship-
Thursday.
promising
you
that
that
they
this
arrive
will
without
not
happen
delay
again,
are
Yours
lost
the
that
feel
nevertheless
we
have
Trusting
and
with
in
damaged
goose.
While
the
undoubtedly
were
where
local
tailor
shop of your
you
be pressed,
aa
It
Is a oomparatively
three letters
through untactful
skill and
saved when
are
an
vary
excellent
handling of
used.
care
are
a
truly.
example
of how
complaint
The
and
first letter
trade
how
was
may
it may
sent
be
be
by
a
ANSWERING
Dear
Mr.
Brldgesi
It
we
most
are
not
only
but
thlni
from
been
a
orders
very
please
the
are
accidents
he
would
good
and
which
on
of
the
suits
We
are
totally
at
could
have
The
He
of.
proud
valued
customer
has
Mr.
giving
of
feel
he
which
on
ones
occur.
desirous
keenly
were
suit
a
those
to
little
We
Dlcltlnson
that
seems
anxious
annoying
the
125
COMPLAINTS
ordered
of
through
has
yours,
you
us.
how
this
why
try
accident
to
explain
we
Investigating*
the
pair of trousers
It?
have
loss
a
time
In
spent
replace
to
to
understand
But
happened.
would
wo
spend
rushing
through
the
pair you
returned.
We
will
to
you
got these
apologlise to Mr.
the
sincere
as
as
apology
In closing
the
on
ground.
Please
end
malie
were
we
assure
that
you
we
be
will
Very
local agent for "made-to-order"
It was
at least,
to his mind
a
correspondent
at the house
doubly
truly
clothes
by
would
we
we
can
for
us
do
only
careful.
youre,
to
the house
just complaint.
answered
nesday.
Wed-
express
Dlcl^lnson
But
he
represented.
observe
how
a
it.
the man,
and attemptingto show him how impossible
in the firm's shop, he virtually
for such an accident to occur
lowing
folthe dealer of covering a blunder of his own.
Then
By arguing with
it was
accuses
this,though still protestingthe firm's non-responsibility,
he admits
that they are
complying with the request and sending a
And
of
trousers.
new
even
more
unpardonable, he says in the
pair
will not occur
that
this
again," which
closingparagraph "promising
all
admits
practically
that the
decided
counter
the fault to be the firm's after all.
had long been a good and
dealer,who
at
once
to
place another
firm's
Is it any
der
won-
tomer,
cusprofitable
sample book
on
his
?
in the manner
the complainthad been answered
suppose
gested
sugthe
in the third letter. Here the writer immediately concedes
sincere
of the man's
complaint,expresses
regret and without
justice
But
a
or
suggestionof protestation
co-operative
argument, shows
him.
Even
the
trousers
to
new
by rushing
though the house
spirit
value
it
h
ere
the
of the dealer's
not have been at fault, recognizes
may
and the customer's patronage and
friendship.Such a letter would
the
doubtless have
meant
many
a
dollar
to the firm.
COLLECTIONS
126
AND
COMPLAINTS
reality,because your work is limited now, and
because the book is comprehensive,aren't you that very
the book will help most?
man
to
wants
to get out of the rut, to grow,
"Every man
who
develop into something better. Yet who is the man
wins promotion? Is it the clerk whose work is limited to
who knows
his own
routine of details? No, it is the man
above him.
not only his own
work, but that of the man
And
that is just what this book will enable you to learn.
For it givesyou the experiences
men
of the most successful
But
in
in the
country, it describes in detail their methods
and
the results."
And
so
it
ran
on,
could put the hook
exactlyhow
showing the customer
to profitable
use.
he
reply to either of those letters the young man
would have kept the book; but in the first instance he
would have kept it because he had to, in the second he
that is the difference
to. And
did keep it because he wanted
between
the effect of a poor complaint letter and a
good one.
Now
in
vitallyimportant point do not argue
is in the wrong,
with anybody. If the customer
do
but explain,
show him courteouslywhere he is wrong,
writes you that goods he ordered
If a customer
not argue.
of you to be sent by express two weeks before,have not
ANOTHER
been received
and
"
that he doubts
whether
you
ever
sent
them, don't reply by saying: "// the goods you ordered
have not reached
you, it is certainlydue to no faultof
ours.
We
sent
them
it. You
and
hold
should know
that
promptly
the express
ceipt
re-
goods are often
lost by the express companies even
though the greatest
in preparing them for shipment. Under
is shown
care
think you are hardly warranted
the circumstances,
in
we
to prove
ANSWERING
accusing
thing you
us
Bank
of
COlilPLAINTS
127
When
we
having sent them.
say a
depend upon it. If you doubt our responsibili
may
tional
or
standing,you may write to the First Naof this city or look ms up in Bun's or Bradnot
street's.
"However, inasmuch as you say you did not get the
goods, we are duplicatingthe order and would ask you
to notify us if the first
order shows up."
This letter,
which is typicalof many
that go through
the mails every day, illustrates not only the bad policy
of arguing with your man, but also the mistaie
of first
antagonizinghim and giving him "insulted injury" back
talk and then in the end granting him what he asks.
If you are going to concede the justiceof his complaint
at all or if you are going to grant him his claim simply
do it cheerfullyand make the customer
realize
as a favor,
that you are giving him more
than what is justlycoming
to him.
Write
to this
man
whose
goods
have
not
reached
him,
this style:
something in
in
You are certainlyjustified
Chapman:
dered
complaining over not having received the goods you orby express fullytwo weeks ago. You have been very
"Dear
Mr.
considerate
how
you
"It
in
waiting so long, and
feelabout
seems
to
us
fault lies with the
the matter
that there
express
appreciatefully
we
now.
can
company.
be
no
questionthat
The
express
the
receipt
received by them in
goods were
We
good condition the very day your order reached us.
in urgent need of this stock and we made
knew
you were
we
a
hold
shows
that the
and packing
specialrequestfor quick service in selecting
it.
"As
concerns
your
hold
experiencehas probably shown
that their responsibility
ceases
you,
many
the moment
128
COLLECTIONS
the
turned
goods are
important than
we
to the express
over
consider
never
received
technical
a
ever,
How-
company.
always consider the interests of our
we
more
COMPLAINTS
AND
customer
privilegeof this
as
kind and
transaction closed until the goods
a
are
found to be entirelysatisfactory.
"So we
are
having a duplicateshipment packed and
forwarded to you today. We are confident that these
goods will reach you almost as soon as this letter,and in
and
perfectcondition.
"The
matter
of delay in
take up
them
with
us,
the
trace
chance
the express
to reach
goods.
previoxis
shipment
at
company
In
they
them
to
charges collect."
There
have
you
in every
customer
that you
about
are
an
that not
answer
a
to make
ize
real-
that
isn't likelyto forget.
the
to
handle
office.
with him, you
the
customer
Certainlyyou
wouldn
't let
right attitude in
the
to
way
a
into your
him
littlesales value
best
get
POSSIBLY
stop
answering complaint is
would
satisfies the
the incidental talk
fair,and
than
more
only
it is bound
point,but
service givesthe letter
your
the customer
you
should
to return
you
shall
we
shall have
and
once
meantime,
the
will thank
we
you
the
and
if he
how
personally
pick a quarrel
came
wouldn't
yourselfbe
consider
other than
eous
court-
politethroughout his call. And you would take
all through the house if necessary
justto demonstrate
of giving him
a
sincerelydesirous the firm was
and
him
how
deal.
square
Remember
Picture
You'll
that the next
disappearingand
you
beside your
the customer
find your
and
time you
answer
desk.
complaint.
a
Then
talk to him.
old time itch to be vindictive
the results
the customer
alike.
vastly more
gradually
to
satisfactory