Business Correspondence, Anonymous [classic reads .txt] 📗

me a picture catalog of –-.” And a space is left with directions for filling in name and address of the person replying.

These cards when received are carefully filed and from them the salesmen gauge their calls on the prospects. Here the advantage to the salesman is obvious, since his personal call assumes the nature of a favor to the prospect.

From time to time, mailing folders or double post cards, are mailed between calls of the salesman, and serve to keep the proposition warm in the mind of the prospect.

Usually the postal or folder is a valuable aid in sending trade to the dealer. One manufacturer to stimulate business by creating orders for his retailer, sent out an elaborate series of mailing cards to the retailer’s customers. Enclosed with the folder were leaflets giving special features in the stock, which added value to the sales letter. Handsomely engraved cards guaranteeing the material were also enclosed as a suggestion that the customer call on the retailer and the retailer’s private business card was inserted.

A western coffee dealer used mailing folders on lists of consumers supplied him by retailers. Attractive designs on the outside of the folder create interest and put the consumer’s mind in a receptive condition for considering the sales arguments embodied in the personal letter feature of the folder.

A manufacturer of a contrivance for applying special paints builds an approach for the dealer’s salesman with postal folders. The design on the outside of the folder indicates the simplicity with which the appliance may be operated. The sales letter inside gives minute directions for using the machine and calls attention to particular features by reference to the demonstration on the outside. As an entering wedge to orders, the letter offers a free trial and suggests that a salesman make a practical demonstration.

The manufacturer has his dealer sign every letter and the return card enclosed gives only the address of the dealer.

A varnish concern sent to a large mailing list a series of illustrated letters describing the use and advantage of its products. They appealed to the consumer and built up a trade for the local dealer. Each letter contained both a return post card, addressed to the local dealer and a small pamphlet showing various grades of the varnish. The result of this follow-up system was twenty-five per cent more replies than the same number of envelope letters.

One of the most successful campaigns ever conducted to introduce a new cigarette depended entirely upon postal letters. A series of five or six of these—well nigh masterpieces of sales talk—created the desire to try the product. Enclosed with each folder was a card bearing a picture of the distinctive box in which the cigarettes were sold, so that the prospect could recognize it in the dealer’s store.

In another instance a book publisher created a demand for a new novel by mailing a series of single post cards bearing illustrations from the book. In this case the element of mystery was employed and the real purpose of the cards was not divulged until five or six had been sent and the book was ready to go on sale.

Whatever variety of card, folder or letter you choose to use, these features you should carefully observe: the style of writing and the design and mechanical make-up.

The effectiveness of the mailing folder must depend upon the combination—ideas of attractiveness, simplicity and careful use of the personal letter feature. It must command attention by a forceful, intelligent approach. It must stand out sharply against the monotonous sameness of the business letter.

The folder’s appearance should be in accord with the class or type of men it goes to meet. Its approach should contain sincerity, purpose, and originality. Originality in shape hardly serves the purpose, because of the ridicule unusual shapes may give the proposition. The originality should be in the illustrations or catch phrases.

This illustrative feature is all important because it virtually plays the part of the initial paragraph of the letter—it makes the point of contact and gets the attention. It corresponds to the illustrated headline of the advertisement. No rules can be laid down for it as it is a matter for individual treatment.

Colors that create a proper condition of mind through psychological effect must be taken into consideration in the attention-getting feature of the folder. There are certain color schemes which are known to create a particularly appropriate condition of mind. For instance, where quick action is wanted, a flaring color is effective. Where pure sales arguments count most in stating a proposition, blacks and whites have been found the most adequate. Soothing colors, such as soft browns and blues, have been found to appeal to the senses and serve to insure additional interest through a pleasant frame of mind.

The right impression once gained, the style of the reading matter must make the most of it. Many have hesitated to use the postal or folder because they fear for a certain loss, through lack of dignity, where the proposition demands an especially high-class approach. But to some folders, especially of the letter variety now in use, no such criticism could possibly be offered. Really fine samples of these letters bear outside illustrations from photographs or the work of the best artists. Their appearance outside and inside is given every possible attention to create the impression of distinct value. An appeal to the senses, as in the use of pleasing colors, is a feature of their make-up.

The personal letter inside is perfect in details of typography; it is carefully filled in with prospect’s or customer’s name; care is taken to see that the filling-in process matches the body of the letter and a personal signature is appended to give a more intimate appeal.

The cost of these folders, because of the high grade of reproduction and the art work, runs considerably above the usual business-getting letter of one-cent mailing. The lowest class of these folders cost approximately the same as the usual letter under two-cent mailing. Any addition of special art work increases their cost proportionately, but the expense is frequently justified.

These illustrated letters depend upon their power of suggestion, through graphic illustration and design, and upon the personal idea of the letter used for getting business. Few enclosures, other than the return card, or reminder card, for filing purposes, are used.

One physician, especially anxious of promoting a new remedy, sent out mailing folders describing his remedy and offered an absolute guarantee of results before payment. The return card enclosed with this folder was engraved with the name and address of the physician above and underneath his absolute guarantee. Because the campaign was so unusual, it produced unexpectedly large returns.

Here, as in the usual business-getting letter, careful attention is given to details. The importance of attracting attention in the first paragraph by careful expression, followed by the creating of desire in the mind of the customer or prospect and the adding of conviction—and finally, the use of reason that compels action cannot be emphasized too strongly.

A more appealing letter could scarcely be written than the following, used in the cigarette campaign previously mentioned. The outside of the folder carried an appropriate drawing by one of the best American artists and the whole folder gave an impression of the highest quality. Note the easy style, designed to catch the reader as he first opens the folder and carry him along fascinated to the end:

 

Dear Sir:

[Sidenote: Attention-getter; natural and effective. Explanation clear, and a desire is created through promise.]

Turn back in your mind for one minute to the best Turkish cigarette you ever smoked.

If you remember, it was not so much that the cigarette was fragrant, or that it had a particular flavor, or aroma, or mildness, that caused it to please you—it was the combination of all these qualities that made it so delicious.

This means that the perfection of that cigarette was in the blend, the combination of rare tobacco, each giving forth some one quality.

We have worked out a blend that produces a Tobacco Cigarette which satisfies our ideal at least.

We call the cigarette made of this brand PERESO. We make no secret of the kind of tobacco used—the exact proportion and how to treat the rare leaves is our secret.

To get a perfect aroma, we must take –- Tobacco: young sprigs of yellow so soft that the Turks call it “Golden Leaf.”

We use –- leaves for their flavor; they have marvelous fragrance as well a delicate mildness.

[Sidenote: Giving conviction by details.]

To get each of these tidbits of Tobacco into perfect condition, so that their qualities will be at their prime when blended, is our profession. The PERESO cigarette is the result.

[Sidenote: Suggesting immediate action.]

Touch a match to a PERESO cigarette after luncheon today. You will be delighted with its exquisite aroma, its fleeting fragrance and delicate mildness.

[Sidenote: Strength in clincher lies in absolute guarantee.]

If it is not better than the best cigarette you have ever smoked, allow us the privilege of returning the fifteen cents the package cost you. The original box with the remaining cigarettes, when handed to your dealer, will bring the refund.

Will you Join us in a PERESO cigarette today?

Very truly yours. [Signature: Adams & Adams]

 

*

 

Enclosed in this folder next to the letter was a card bearing a picture of the cigarettes in their box. At the bottom of the folder, underneath the letter, was the phrase: “All good dealers—fifteen cents a package.”

With the mailing card, as with the letter, guarantees, free trial offers and the like, help to strengthen the close of the proposition, win the confidence and bring back the answer.

For example, a large watch company, wishing to appeal to a class of customers who had previously been listed and whose financial standing made its proposition secure, sent out folders signed by department heads asking the privilege of mailing a watch for examination and trial. The letter, which carefully described the advantages of the watch over other watches sold at similar prices, offered this trial without any cost to the prospect, only asking that if the watch suited his needs a draft be mailed to the company. The return card in this case contained an agreement by the firm to hold the prospect in no way obligated to the company, except through purchase. Before returning the card to the company, the prospect was required to sign it, agreeing that, after a trial, either the watch or the money should be sent in.

Before you enter upon the use of mailing cards, be sure you understand the postal regulations regarding them. They are not complicated, but more than one concern has prepared elaborate folders only to be refused admittance to the mails because they did not follow specifications as to size and weight.

Postal laws require that all cards marked “Post Cards” be uniform in design and not less than three and three-fourths inches by four inches and not more than three and nine-sixteenths inches by five and nine-sixteenths inches in size. This means that all return cards, whether enclosed or attached, must be within authorized sizes to allow a first class postal rating.

 

Making It Easy For the PROSPECT to Answer

PART V—WRITING THE SALES LETTER—CHAPTER 21.

 

The mere physical effort of hunting up pen and paper by which to send in an order for SOMETHING HE REALLY WANTS, deters many a prospect from becoming a customer.

The man who sells goods by mail must overcome this natural inertia by reducing the act of sending in an order or inquiry to its very simplest terms—by making it so easy for him to reply that he acts while the desire for the goods