Business Correspondence, Anonymous [classic reads .txt] 📗

The Diana dealer, whose card is enclosed, invites you to call and see these new corsets.

Will you go in to see the Diana today?

Very truly yours, [Signature: Grace La Fountain]

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The letter is in a chatty style that assures its being read. It does not say, “We have just the corset for you stout women”—but that is what it means. It interests and appeals especially to the stout women without reminding them offensively that they are too heavy to wear the styles in vogue.

The National Cloak Company has studied the methods that take firm hold on the women and finds it necessary to bear down heavily on the guarantee of satisfaction. Many women are inclined to be skeptical and hesitate long before sending money to an unknown house. So the National uses a guarantee tag insuring customers against dissatisfaction, sending these tags out with the goods. It assures the return of money if the order is not all right in every way and further agrees to pay all the express charges. Free reference is made to this tag in the company’s letters and it gives a certain concreteness to the guarantee feature. This tag makes its own argument, proves its own case.

Business men generally take it for granted that satisfaction goes with the goods; their experience enables them to size up a proposition quickly and if there is any flaw in the advertisements or the company’s methods, they pass it by. But women, not so familiar with business affairs, must be approached from a different angle. Little points must be explained and guarantees must be strongly emphasized. The formal letter which appeals to a man by going straight to the point would, by its very conciseness, offend the vanity of a woman.

The successful correspondent never overlooks the susceptibility of a woman to flattery—but it must be the suggestion of flattery, the implied compliment, rather than the too obvious compliment.

“The handsomest gown money will buy can’t make you look well unless your corset is the correct shape.”

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This is the opening sentence in a letter advertising a particular corset. The lady is gracefully complimented by the intimation that she wears handsome gowns, yet there is not the slightest suggestion that the reference was dragged in as a part of the selling scheme.

Instead of insinuating that she must buy cheaply, let it be hinted that she is actuated by the very laudable motive of economy. “You would scarcely believe that such delicious coffee could be sold at 20 cents—unless you happen to know that the flavor of coffee depends largely upon the blending.” Here the low price is emphasized but there is no hint of forced economy; rather it suggests that the best quality can be obtained without paying a high price.

“You can offer your most particular guest a cup of Regal coffee and know she has never tasted a more delicious flavor and fragrance.”

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This is the beginning of a letter that successfully introduced a new coffee. Here is a tactful compliment—the taking for granted that the recipient entertains guests of some importance—guests who are particular and will notice her coffee. There are few things that the average woman is more concerned about than that her guests will be pleased with her refreshments. The suggestion that she herself would enjoy or even that her family would enjoy this coffee does not make such direct appeal to a woman as this assurance that it will please her particular guests.

The house that uses the same kind of letter on men and women will never score such big results as the firm that understands the different processes of thinking and the different methods of making the appeal. With the man it is reason, logic, argument; with the woman it is suggestion, flattery, persuasion. The correspondent who aims to establish a large mailorder trade with women must study their whims, their prejudices, their weaknesses and their characteristics before he can make an appeal that brings in the orders and makes permanent customers of trial buyers.

It is the little things—this subtle insight into feminine nature that marks the successful selling letter to the woman. They are not things that can be set down and numbered in a text book; they are qualities of mind that must be understood and delicately handled. Rightly used they are more powerful than irrefutable arguments and indisputable facts.

How To Write Letters That Appeal to MEN

PART VI—THE APPEAL TO DIFFERENT CLASSES—CHAPTER 23

ONE-HALF of the form letters sent out to men are thrown away unread. A bare ONE-THIRD are partly read before discarded, while only ONE-SIXTH of them—approximately 15 per cent—are read through. The reason why such a large proportion is ineffective is this: the letter-writer, through ignorance or carelessness, does not strike the notes that appeal to every man. Here are some of the subtle ways by which correspondents have forced the attention of MEN by appealing to traits distinctly masculine

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If you received a dozen letters in your mail this morning it is probable that there were just twelve different angles to the appeals that were made. For most correspondents are not thinking about the man they are writing to but are concerned solely with thoughts about the propositions they have in hand—and that is why the great bulk of the letters that are opened in the morning pause at the desk only momentarily before continuing their way to the furnace room. It is the exceptional correspondent who stops to analyze his letters, looking at them from every viewpoint, and then tests out his conclusions, trying one appeal after another until he evolves certain principles that pull letter writing out of the class of uncertainties and enable him to depend upon definite returns.

For there are appeals that are practically universal. Appeal to a man’s ambition and you have his interest: larger income, better position, some honor or recognition—touch these and no matter how busy, he will find time to read your message.

You’ve got to have more money.

Your salary, without income, is not enough. The man who depends upon salary alone to make him rich—well-to-do—or even comfortable, is making the mistake of his life. For the minute you stop working, the money stops coming in. Lose a day and you lose a day’s pay—while expenses go right on.

Don’t you think it’s time you got Nature to work for you? A dollar put into a peach orchard will work for you days, nights and Sundays. It never stops to sleep or eat but keeps on growing—growing— from the very minute you put your money in.

Think of the difference between a dollar invested with us and increasing and yielding day by day and the dollar which you use to purchase a few moments idle diversion or pleasure. The latter is lost forever—the dollar put to earning with us earns forever.

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“More money.” That appeal strikes home. One glance at the letter and a man is interested. He may not have money to invest but the other letters will remain unopened until he finds out whether there is not some plan or scheme that will actually mean more money to him.

The correspondence schools recognized the force of this appeal and developed it so systematically that it might be called the standard correspondence school argument.

Here is one of the best pulling arguments:

Pay-day—what does it mean to you?

Does your money “go ‘round?” Or does it fail to stop all the gaps made by last week’s or month’s bills?

Last week—according to actual, certified reports on file in our office—A. B. C. men got their salary raised as a direct result of becoming more proficient from studying A. B. C. courses.

Don’t you think it’s time that salary raise was coming your way?

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The same product—a correspondence course—may use the line of appeal peculiarly appropriate to men—that of responsibility. Such a letter leads out:

If your expenses were doubled tomorrow could you meet them—without running heavily in debt?

If you had to have more money on which to live—to support those dependent upon you—could you make it?

You could if you had the training afforded by our course; it has doubled other men’s salaries, it can do the same for you.

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Next to the appeal to ambition in strength is this appeal to responsibility. This is the burden of the arguments used by insurance companies, savings banks and various investment companies.

An insurance company marketing a particularly strong investment policy, and which follows the plan of writing to the prospect direct from the home office, finds that such a letter as this pulls:

Our Agent, Mr. Blank, no doubt has presented to you a majority of the many advantages of a –- policy in the –-. But we want you to have in writing, and signed by an officer of the company, what we regard as the main reason you should be with us.

No civilized man can evade responsibility. Should anything happen to you, you are responsible for that loss—to your business—your family—your friends. Is your responsibility great enough—without the protection of the Regal Company—to “make good” your own loss?

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But the kind of appeal to make is only one phase of the problem. Of equal importance is the manner of making that appeal.

On first glance it would be thought that the products which appeal specifically and exclusively to men would be marketed by talking points which have specifically and exclusively the masculine appeal. But such is not the case. Men’s clothes, as an instance, are marketed on the talking points, “need for suitable dress,” “quality,” “style,” and similar arguments. These arguments are not the ones appealing merely to men; women are just as much interested in need of suitable dress and the quality and style of the garment worn as are the members of the opposite sex. But the general talking point may be extended, or rather restricted, so as to make an appeal to men along the lines of their exclusive experience:

Clothes are the outward index of the inner man.

The business man who dresses so as to show his inherent neatness and orderliness has just that much advantage over his less careful competitors.

The employee who meets the responsibilities and niceties of good business dress shows to his sharp-eyed employer that he is a man who is liable to meet the niceties and responsibilities of a better position.

More than once has both business and advancement hinged on appearance. And good appearance never handicaps—never holds a man back.

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HOW DIFFERENT ARGUMENTS APPEAL TO MEN

Price Foremost Sentiment Useless Style Slight Quality Important Flattery Doubtful Exclusiveness Seldom Testimonials Effective Reputation Reassuring Service Essential

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This presentation is good “man copy” for it is based on that universal attribute—the desire to “get on” in business and as an employee. This letter has the right kind of appeal, rightly presented. Compare that letter with the one sent out by a tailor to the professional men of his city:

Dear Sir:

I hope you will excuse the liberty I am taking in addressing you personally, but as it is on a matter that affects you very much and also