BUSINESS LETTERS

Business English: A Practice Book by Rose Buhlig is part of the HackerNoon Books Series. You can jump to any chapter in this book here. BUSINESS LETTERS

BUSINESS LETTERS

Not long ago the head of one of the biggest mail order firms in this country said: "Business needs the boys and the girls. Do not let them think they can be but cogs in the great system of wheels. More to-day than at any previous time the world needs men and women who can speak and write themselves into English. Four hundred million dollars is wasted every year in unprofitable advertising alone, and as much more in bad handling of good prospects and loss of customers through inefficient letters. We look to the future generation to conserve a part of this enormous loss. If a single page advertisement in a single issue costs $7500, what you say on that page is important. Look into any current magazine, and you will be tremendously impressed with the importance of English in this branch alone, not to mention its importance in letter writing."

There is no greater power in business to-day than the ability to use convincing English in correspondence and in advertising. Any one who can write good letters, letters that the reader feels he must answer, has success ahead of him, because the market of a good letter is practically unrestricted. Wherever a letter can penetrate, it may create desire for an article and make sales.

But what is a good letter? Nothing more than a bit of good English. Can you write clear, direct, crisp, yet fluent English? Then you can write good letters—but not till then.

In modern business the letter has become the advertiser, the salesman, the collector, and the adjuster of claims. An advertisement must be attractive; it must arouse the interest of the one who sees it. A salesman must understand human nature; he must forestall objections by showing the customer how he will gain by buying. The collector and the adjuster of claims must be courteous and at the same time shrewd. If a letter is to meet all of these requirements it cannot be dashed off at a moment's notice. It must be thought out in detail and written carefully to include all that should be expressed. This means, especially in a sales letter:

1. An unusually worded opening that puts the writer's affairs in the background and the reader's gain in the foreground. Begin with you, not we. The reader is interested in himself, his own progress, his own troubles, and not in the possessions of the writer, except as the writer can show that those possessions affect him.

2. A clear, simply worded explanation of the purpose of the letter.

3. Proof of advantages to the reader.

4. Persuasion or inducement to act now.

5. Conclusion, making this action easy.

Above all, if a letter is to be good, it must not be too short. In the pursuit of brevity too many pupils in business English make the mistake of writing altogether too little to get the reader's attention; and if his attention is not aroused, the letter fails. The letter should be long enough to suggest interest in the welfare of the reader and enthusiasm for the subject under discussion.

Enthusiasm in business involves knowledge both of your project and of your customer. You cannot attempt to write a letter of any kind unless you know the facts that require it. Perhaps it is a complaint that you must try to settle. Without a knowledge of the facts, of the truth or the untruth of the claim, how can you write the letter? Sometimes it requires both time and study to gather the necessary details, but they must be gathered.

When you have your details and begin writing, be sincere. You must be so absolutely in earnest that the reader will at once feel and begin to share your enthusiasm.

Knowledge of the person to whom you are writing is fully as important as knowledge of your subject. You must get his point of view, understand his character, and appeal to the qualities that you recognize in it, to the desires or ambitions, that it shows. To a certain extent all of us are alike. There are certain fundamental interests that we all possess; these may safely be appealed to at almost all times. But our employment, our habits of life, our ways of thinking make us different. The same argument, probably, will not always bring satisfactory replies from a manufacturer, a farmer, a judge, a minister or priest, a carpenter, and a woman. Some people like to receive a long letter that goes carefully into detail; others will not take the time to read such a letter. Each customer must be studied. This is so difficult a matter that no one can expect to learn it all at once.

Finally, from the first word to the last be courteous. No matter how righteous your indignation, be courteous. You cannot afford to lose your temper. Courtesy does not imply flattery nor a lack of truth. Your letter can be strong and yet polite in tone. Lose your temper, and your letter will probably fail. Keep your temper, show thoughtfulness for the reader's interest, and your letter will more likely fulfill its purpose.

Exercise 216—The Form of the Letter

Before we look at some actual letters to judge of their effectiveness, we must learn the conventional form of a letter, the parts which many years of use have shown to be necessary.

There are six parts to a formal or business letter:

1. The heading, which includes the writer's address and the date.

2. The introduction, which includes the name and the address of the one to whom you are writing.

3. The salutation; for example, Dear Sir:

4. The body of the letter, the important part.

5. The courteous close; for example, Yours truly,

6. The signature.

Each part ends with a period except the salutation, which ends with a colon, and the courteous close, which ends with a comma. The various groups of words within the heading and the introduction are separated by commas.

Why does the salutation end with a colon?

Why does the courteous close end with a comma?

The Arrangement

In the following, notice the spacing. If the heading is short, it is put on one line; as,

If the heading is long, arrange it in one of the following ways:

The superscription on the envelope is arranged and punctuated like the introduction in the letter, except that the punctuation may be omitted from the end of lines.

There is a growing tendency to "block" the different parts of a letter; that is, to begin each item of each part directly below the first, with no indentation.

There is also a tendency to use no abbreviations (except for titles like Mr.), the name of the month and of the state and the word street, avenue, or building being spelled out.

Note.—The punctuation as shown in the examples given above is that in more prevalent use. Certain writers, however, advocate the omission from the formal parts of the letter of commas at the end of lines and of periods (except to show abbreviations).

Arrange the following headings, supplying capitals and punctuation marks:

1. 55 water st mobile ala june 16 19—

2. calmar iowa september 1 19—

3. 453 marquette building chicago ill jan 5 19—

4. 123 salem st springfield mass june 23 19—

5. highland park grand haven mich may 3 19—

6. 220 broadway new york n y february 15 19—

7. 78 main street portland oregon december 10 19—

8. 32 lincoln st kansas city mo oct 2 19—

9. room 15 1321 pennsylvania ave washington d c sept 2 19—

10. 25 chestnut st philadelphia pa april 14 19—

11. 212 tribune building new york n y march 2 19—

12. 98 dorchester ave boston mass feb 12 19—

13. 24 milk st boston mass June 14 19—

14. 231 west 39th st new york city march 4 19—

15. 345 newark ave jersey city n j (supply date)

16. 44 fifth ave detroit mich sept 1 19—

17. 102 west 42d st denver colorado (date)

18. Explain the difference between (16) and (17). Notice that the name of the street in each case is a numeral. Why is it spelled out in (16) and not in (17)?

Exercise 217

Supplying the name of the firm and the business engaged in, write letter heads using the items given in Exercise 216. For example:

Barrett, Brown & Co.

Groceries

55 Water Street

Decorah, Iowa, — 19

When may & be used?

What is the advantage of using a letter head?

In making letter heads, imagine you are a printer. Arrange the items so that they may show to the best advantage. Let your lines of printing or writing be of different lengths. Add any details that you wish, such as trade-mark designs or the names of officers.

Arrange and punctuate:

1. citronelle business mens association citronelle alabama may 2 19— mr john harvey 19 e monroe st rochester n y dear sir

2. 173 broadway new york June 10 19— mr walter thomas 191 e main st waltham mass dear sir

3. 25 broad st maplewood n h messrs hausen & ottman 18 la salle station chicago ill gentlemen (supply date)

4. john randolph & co druggist 14 jefferson st charleston s c jan 8 19— gerhard mennen & co newark n j gentlemen (letter head)

5. 43 south 5th ave madison wis aug 8 19— the white mountain freezer co nashua n h gentlemen

Address an envelope for each of the above, using the following as a model.

Exercise 218—Cautions

The Heading

Always date your letters.

Give your full address, even if you are certain that the one to whom you are writing knows it.

The Introduction

The person addressed must always be given a title. If you address one man, use Mr.; if a firm, use Messrs.; if a woman, Miss or Mrs. If a man has a title like Professor or Doctor, it should be used, and Mr., of course, omitted.

Hon. (Honorable) is used for a person who holds, or who has held, a public office. It is a very formal title.

Esq.(Esquire) is a legal form used by some correspondents in addressing any man. It is an English usage. It always follows the name, and, if it is used, Mr. is omitted. In this country Mr. is preferable.

In writing to a man in his official capacity, the following form is correct when there is no street number or when the title is short. Notice that Mr. is omitted.

G. N. Fratt, Cashier, First National Bank, Racine, Wis.

The following is correct when the title is long:

Mr. John Frederick Pierce, Ass't. Engineer of Bridges and Buildings, 607 White Building, Seattle, Wash.

Notice that in the last example, the city and the state are put on the same line as the street in order to make the three lines of about the same length. Four lines might have been used.

The Salutation

If you address one man, the salutation is Dear Sir; as,

Mr. John Pierce, Seattle, Wash. Dear Sir:

If you address a firm, the salutation is Gentlemen; as,

Messrs. Brownleigh & King, Portland, Oregon. Gentlemen:

If you address a woman, married or single, the salutation in business letters is Dear Madam; as,

1

Mrs. John Pierce, Seattle, Wash. Dear Madam:

2

Miss Florence Pierce,

Seattle, Wash.

Dear Madam:

A more familiar form of salutation is either of the following:

1 Miss Florence Pierce, Seattle, Wash. My dear Miss Pierce:

2

Miss Florence Pierce, Seattle, Wash. Dear Miss Pierce:

In using Hon., the salutation is usually Sir.

The Courteous Close

The courteous close corresponds in tone to the salutation. If the salutation is Dear Sir, Gentlemen, or Dear Madam, the courteous close should be one of the following:

Yours truly, Yours very truly, Very truly yours, Respectfully yours, Yours respectfully, Sincerely yours, Very sincerely yours,

If the salutation is Sir, the courteous close should be Respectfully yours or Yours respectfully.

If the body of the letter and the courteous close do not agree in tone, the effect is often ridiculous. Suppose, for instance, that the courteous close of (2) under Exercise 220 were Yours respectfully. What would be the effect?

The Signature

If an unmarried woman is signing a business letter, she should avoid confusion by prefixing (Miss) to her name.

A married woman should sign her own name, as, Alice Pierce; she should indicate her title, as Mrs. John F. Pierce, either below the other or at one side.

No other title should be prefixed to a signature.

If a letter is signed by the name of a firm, the signature of the one who dictated the letter is usually added; as,

Yours very truly,

Smith Lumber Co.

by ——

This sort of signature gives a letter the "personal touch." Explain.

Folding a Letter

Business letter paper is about eight by ten inches. In folding a letter sheet, (1) turn the lower edge up to about one-eighth of an inch from the top; press the fold firmly, keeping the edges even; (2) turn the paper so that the folded edge is at your left hand; (3) fold from you a little less than one-third the width of the sheet; (4) fold the upper edge down toward you so that it projects a trifle beyond the folded edge. Without turning it over, pick it up and insert it in the envelope, putting in first the edge that was folded last.

Write the address and the salutation for:

1. A business house in your town.

2. Mr. John R. Tobin, president of the Detroit State Bank, Detroit, Mich.

3. Miss Mabel Gunther, Shullsburg, Wis.

4. Professor C. M. Watson, Harvard College, Cambridge, Mass.

5. John F. Campbell, Manager Bond Department, First Trust and Savings Bank, Boston, Mass.

6. Taylor and Critchfield, Chicago, Ill.

7. Mrs. Thomas D. MacDonald, 126 E. Second Street, Washington, Ia.

Write the courteous close and the signature for:

1. A letter from a business house in your town signed by F. R. Wilson.

2. A letter from Miss Mabel Gunther (2 above).

3. A letter from Professor C. M. Watson (4 above).

4. A letter signed by John F. Campbell (5 above).

5. A letter from Taylor and Critchfield signed by you yourself.

6. A letter from Mrs. Thomas D. MacDonald (7 above).

Exercise 219—Ordering Goods

If an order includes a number of separate items, it is usually written on a separate sheet of paper. Firms often supply blanks for this purpose. If the order is short, it forms part of the letter. In any case, each item is placed on a separate line, so that the items may be checked as the order is filled. In the following, notice the arrangement and the punctuation:

Hamilton, Montana, Feb. 16, 1914. Messrs. MacBride & Dickens, New York, N. Y. Gentlemen:

At your earliest convenience please ship me the following via the Northern Express Co. from St. Paul:

Enclosed find a draft on New York for twenty-two dollars.

Yours truly,

S. D. Jensen

Write the letters outlined below:

1. Order fifty copies of the Business Arithmetic that you are using. How shall you pay for them?

2. Clip from a newspaper an advertisement of groceries. Imagine that you are a housekeeper, and spend ten dollars to the best advantage, ordering several articles.

3. Bring in an advertisement of household necessities—linens, tinware, etc. Spend five dollars, buying several articles.

4. Bring in an advertisement of furniture. Write a letter ordering enough to furnish a parlor or a dining room. Have the amount charged to your account.

5. A magazine offers one of several books as a premium with a year's subscription. Answer the advertisement.

Exercise 220—The Tone of the Letter

Undue familiarity or an evidence of loss of temper will at once frustrate the object of a letter. A dignified letter never shows either. Just what constitutes a dignified letter is hard to define but fairly easy to feel. This much is certain: it must be simple in structure, direct in its wording, and so sincere in feeling that no one will doubt its truth. Any extravagance of language, therefore, has no place in a dignified letter.

Study the following to see whether they show dignity:

1 Tuesday, 5 p.m. Miss Sarah Howard, Denver, Colorado.

Dear Madam:

I have a great piece of confidential news for you.

Take advantage of the remarkable offer our company is making to you, and it will mean thousands of dollars in your pocket. Understand that this offer is not open to every one. You have been especially selected. You are the only one in your town who will hear of this remarkable offer.

2 Elsworth, Brown & Co., 120 Jefferson Ave., Detroit, Mich.

Gentlemen:

What is the matter with our last order? Have you people gone out of business, or are you asleep?

If we don't get that order by the third, you'll never hear from us again.

3 A letter to Mrs. Bixby, written Nov. 21, 1864.

Dear Madam:

I have been shown in the file of the War Department a statement of the Adjutant General of Massachusetts that you are the mother of five sons who have died gloriously on the field of battle. I feel how weak and fruitless must be any words of mine which should beguile you from the grief of a loss so overwhelming. But I cannot refrain from tendering to you the consolation that may be found in the thanks of the republic they died to save. I pray that our Heavenly Father may assuage the anguish of your bereavement, and leave you only the cherished memory of the loved and lost and the solemn pride that must be yours to have laid so costly a sacrifice upon the altar of freedom.

Yours very sincerely and respectfully,

Abraham Lincoln

Exercise 221

In writing the following letters, be definite and courteous:

1. You have advertised your eight-room, furnace-heated house for sale for $3,500. A letter of inquiry desires particulars. Answer it.

2. You live on a side street, which for the last week has not been lighted. Write to the editor of the paper, or to a town official, whichever you think would remedy the matter. Be courteous. A letter to an editor is begun: To the Editor of ——.

3. The cars on which you ride every day are very dirty. Write to the mayor. He is addressed: Hon. ——.

4. You wish to have a telephone installed. Make application.

5. Two weeks ago you wrote (4). Still you have no telephone. Write again, stating the substance of (4) and asking the reason for the delay.

6. Write the telephone company's reply. Be very courteous. What good reason could you give for the delay?

7. You understand that your Congressman has the privilege of recommending a young man for the entrance examinations of your state university. Write to him, asking that he recommend you. Remember that he is a stranger to you. What should you tell him?

Exercise 222—Mistaken Ideas in Letter Writing

It is too bad that, to a number of people, the term business letter conveys the idea of a colorless, stilted composition full of trite and almost meaningless business formulas. No one reads such a letter unless he has to, and surely that is not the kind one should practice writing. Below are given a few of the expressions that should be avoided.

I. Sometimes a writer tries to impress a reader with the volume of business he is doing by showing haste in his correspondence; as, in

1. Omitting the subject; as,

Wrong: In reply to your question will say —— Right: In reply to your question I will say ——

2. Omitting articles and prepositions; as,

Wrong: Direct package care Western Canning Co. Right: Direct the package in care of the Western Canning Co.

3. Using abbreviations

a. Of the introduction. Write out the introduction in detail, both name and address. Abbreviating this part of the letter is highly discourteous.

b. In the body of the letter; as,

Wrong: The Co. sent a no. of large orders last year.

c. Of the courteous close; as,

Wrong: Yours etc. Wrong: Yours resp'y.

4. Using a phrase as a sentence; as,

Wrong: Yours of the 6th at hand and contents noted.

It is much better to refer indirectly to the receipt of a letter; as,

In the order you sent us on Aug. 5 ——

The same sort of mistake is seen in the all too frequent closing:

Wrong: Hoping that we hear from you soon,

Yours truly,

Right: Hoping that we hear from you soon, we are

Yours truly,

Why use such an expression at all? Avoid hoping, trusting, awaiting, or any other artificial closing.

II. Sometimes a writer makes an effort to be extremely courteous, but fails because he uses hackneyed wording; as,

1. Kindly.—A good word in itself but greatly abused.

2. We beg to state.—Never use beg in this sense. You have no right to beg attention; earn it.

3. Your favor, your esteemed favor, your valued favor.—Say, Your letter.

4. Will you be so good as to.—Belongs in the class with beg to state. Make your requests courteously, but directly.

5. Would say.—Avoid this expression.

III. Sometimes in an effort to be clear a writer uses same as a pronoun; as,

Wrong: If the books are not satisfactory, return same.

This is one of the worst of the distinctly business blunders. Same is never a pronoun. Write to a man as you talk to him and you will not use same in this way. (See Exercise 88.)

IV. Sometimes in order to get attention a writer will use a liberal sprinkling of dashes and capitals, probably in imitation of advertising copy. Better than such artificial means is the attraction of a well worded letter.

Criticise the following letters, pointing out all the expressions that should be improved. Rewrite the letters.

1 Gentlemen: We beg to acknowledge your esteemed favor of Apr. 6. In regard to shoes received by you in poor shape as per complaint, would say that on receipt of same will try to locate cause of trouble. If due to defect in manufacture, will credit you with value of same.

Hoping this is satisfactory to you,

Yours truly,

2 Dear Sir: Yours of March 18 at hand. Referring to matter of short weight, I beg to call your attention to C & A car 87324, which you loaded for us March 7 at your Auburn mine, gross weight 121,400 lbs. This car was check weighed at Peoria March 11 on your company's scales and showed gross weight 113,200 lbs. or shortage 8,200 lbs. Having investigated car, I find same was in good order and no indication of leakage, and it would appear to be a case of carelessness at time of loading. Therefore will request you to kindly send me cr. memo, on 8,200 lbs.

Yours truly,

Exercise 223—The Sales Letter

The object of the sales letter is to make the reader buy. How can you do it? To begin with, get his point of view—that of the user. Then imagine that he is present and talk to him on paper. Get his interest with your opening sentence. Explain what you have to sell. Show him that he needs it. Whet his desire to possess it, and, finally, make it easy and imperative for him to order today.

The opening paragraph is all-important. It may make or mar a letter. If it is stilted or lacks directness, if it hasn't the personal, natural tone that makes the reader feel you are talking to him, or if it is stereotyped in its wording, the letter will probably go to the waste-basket.

Contrast the two letters that follow. Both were written to accompany a catalogue. Notice that the first begins and ends in a stereotyped way; has too few details to arouse interest; asks for an order but has no inducement to give one now; and, throughout, lacks the personal, convincing tone that makes the second a good selling letter. Notice that the second begins with you, not with we, and keeps the same you attitude to the end.

Turn back to the five essentials of a letter given on page 230. See if you can differentiate the five in the second letter.

1 Dear Sir: In compliance with your request of recent date we are sending you our latest general catalogue, inasmuch as we do not know which department catalogue you wish. We also have specialized books for jewelry, furniture, hardware, and drygoods. On request we shall be glad to send any one of these also.

We carry the biggest line of Variety Store Leaders in the country, and our goods are always of the best. We take particular pains to acquaint our customers with the latest thing in the trade, and to give business-getting suggestions. Our Co-operative Bureau cheerfully answers all inquiries.

Trusting we shall hear from you with an order, we are

Yours truly,

2 Dear Sir: Under separate cover you will receive a copy of our latest general catalogue, published especially for owners of Variety Stores. We are sending you the general catalogue because we do not know whether you are interested in a particular department. However, if your business specializes in any one class of goods—such as jewelry, furniture, hardware, or drygoods—we shall be glad to supply you with the departmental book you need. On the enclosed postal card simply check the one you wish, and mail the card to-day. We shall forward the catalogue at once.

You may know that we always have on hand between two hundred and two hundred and fifty different Variety Store Leaders, affording you a wide selection of high-class goods of the finest materials, the neatest workmanship, and the latest styles at very low prices. After glancing over the catalogue you will agree with us that in every department of our huge business a dollar has full purchasing power.

A unique feature of our business, moreover, is the Co-operative Bureau, which you will find a decided help in building up your business. Each week the Bureau sends out a Bulletin, acquainting our customers with important business events in the larger trade centers, with suggestions for new advertising and selling methods, with notices of new stock additions that make especially good leaders, and with advice how best to display them. The Bureau invites correspondence and sends customers, absolutely free of charge, advice on new store arrangements, window decorations, and advertising plans.

Your first order makes you a co-operating member and entitles you to all the privileges of the Bureau and the services of an institution with wide experience and with a recognized reputation for square-dealing. Fill out the enclosed order blank, mail it to-day, and receive this week's Bulletin by return mail. It contains several splendid suggestions for novel, inexpensive advertising.

Yours truly,

The letter given above is personal and yet dignified. Usually that is the best style to use, and the one that we wish to practice writing. Sometimes, however, results can best be obtained by using the colloquial or even jocular tone illustrated in the following letter sent to a retailer in Ottumwa, Iowa:

Dear Sir:

We sell cheese, a new brand, the finest kind you ever tasted, put up in the most attractive package, to sell at the most attractive price. Called Par Excellence Creme, wrapped in silver foil with a gold label, it sells for fifteen cents and costs you ten. Ever hear a better proposition?

Better buy now before your rival gets ahead of you. Everybody's calling for it. Why? Because we're advertising everywhere. It has been out only one month, and yet sales have trebled our highest expectations. Half the sales of a new cheese depend on the package and the price; the other half depend on the quality. All three are right in Par Excellence Creme.

Mr. S. R. King, our Iowa representative, tried to see you last week, but, unfortunately, he was unable to find you in. Now, he carries a full line of our samples, and it's worth the time it takes just to see how good they look, even if you don't care to buy. How about it? Don't you want to see them? Mr. King will be in Ottumwa next Wednesday.

Yours truly, This style is commonly called "snappy." It has its advantage, but should be used only rarely. Above all, if you do use it, avoid the dash. Notice how the dash spoils the following:

Dear Sir:

Have you ever eaten that king of nuts—the budded or grafted paper shell pecan—the nut whose kernel is as nutritious as beef and as sweet and delicious as honey—the nut that is so delightfully palatable and so wholesome, the discriminating epicures of two continents have set their seal of approval on it—creating a demand that literally cannot be supplied—even at prices ranging as high as a dollar a pound.

To use the dash in this way seems to imply that you do not understand punctuation or sentence structure. If the paragraph is rewritten, removing the dashes and dividing into sentences, we get a much stronger appeal. The dash makes for weakness rather than for strength because it suggests hysterics.

Dear Sir:

Have you ever eaten the king of nuts, the budded or grafted paper shell pecan? The kernel is as nutritious as beef and as sweet as honey. It is so wholesome and so delicious that discriminating epicures of two continents have set their approval on it, creating a demand that literally cannot be supplied, even at prices ranging as high as a dollar a pound.

A very good way to open a sales letter is to get the attention by a bit of narration containing direct quotations, as shown in the following:

Dear Sir:

"It saves seven per cent."

So said Mr. John H. Samuels, a manufacturer of Birmingham, Ala.

He had watched his bookkeepers at their work, and it seemed to him that their main business was turning and flattening the springy pages of the bulgy ledger. Ten seconds were wasted, he said, every time a page was turned—almost every time an entry was made—and hardly more than two minutes were needed to make the entry. That was enough. Each of his twenty men was wasting seven per cent of his time.

"Try hinged paper," suggested the head bookkeeper.

Accordingly, Mr. Samuels tried several kinds of hinged paper, only to find that the hinged section tore, broke, or cracked. The time that the clerks now saved in flattening the leaves they wasted in rewriting the pages that had torn out.

He had no more faith in hinged papers by the time that he saw the advertisement of the Benton hinge. "As strong as the rest of the paper!" he scoffed. "We'll see about this!"

"Send me a sample," he wrote us. "If your ad tells the truth, you get my order."

We sent it. He tested it. He pulled it, crumpled it, ruled on it, erased it on both sides, and even creased it. But it did not break.

Very cautiously and doubtingly he tried the paper in one ledger for one month. He found that the book rolled flat whenever it was opened, that no hinge tore, and that every page could be used from binder to outer edge.

"It does the work," he told our salesman at the end of the month. "It saves seven per cent. Send me a consignment."

If you, too, are paying seven per cent of your bookkeepers' salaries for waste motion, let us send you a sample. It will cut down your expenses as it cut down Mr. Samuels'.

Remember that you put yourself under no obligation to us. You take no risks. Simply promise to use the paper if we send it free.

Yours truly,

Exercise 224

Study the following letters and letter openings for good and bad qualities:

1 Dear Sir: People who have not had much of what the world calls "good luck" find it hard to believe an opportunity when it comes—they don't feel sure about it—on the other hand, people who have had many opportunities have a natural confidence that every opening presented is intended for them and they grasp it with an assurance that begets success.

You may be one of those who have not had many chances to do what you would like to do and therefore not sure that my offer is an opportunity. For that reason let us again go over the points of advantage. . . .

2 Dear Sir: I am taking the liberty of writing you again because I fear you do not fully realize the value of the proposition I am offering you. Why, man, it's the opportunity of a life-time! . . . (extended for three pages.)

3 Dear Sir: If we wanted to know just what kind of person you are, do you know where we'd go to find out? We'd ask your old friends and neighbors, who know all about you from close association.

If you want to find out about us—what we are doing and what improvements we are making in southern Florida—the best place to get this information is from the people of Florida, who know the facts from first-hand observation. The enclosed clipping is an editorial expression—not a paid advertisement—from the Ft. Meyers Press. The editor is under no obligation to us and is merely expressing the opinion of the people here. . . .

4 New York, Right Now.

A Deal of Importance It affects YOU! It is so important I must forego the pleasure of a personal letter in order to write 5,000 people to-day—500 of whom—the wide-awake ones who read this letter through—will be able to coin it into dollars—real money—money you can spend.

What we now offer you has never before been offered by any body in the world. It is a combination we are fortunate enough, just at this time, to be able to offer you, because of an important deal we have just closed—a deal that may easily spell dollars to you. Read every word of this letter—it may be—possibly is—the only thing to make you a successful and wealthy man. . . .

5 R F D 4 Logansport, Ind. 8-26-11. Mr. M. H. Smith, etc. Dear Sir: I acknowledge getting your telegram over the telephone yesterday, and if I had been in funds would have answered by return telegram, but such is life. I accommodated a friend by loaning him $750, which will probably be paid the last week of never. I thank you for the offer, and when I am in funds will call on you either personally or by letter.

Very truly yours,

Exercise 225—Opening an Account

Imagine that you are manager of a wholesale dry goods house. You have received an order from P. H. Powley, 23 Water street, Franklin, Mich. As you do not know Mr. Powley, write him, stating in as courteous a way as possible that, since this is his first order, he must either furnish references or send a remittance. Make your letter direct and personal. Include some good selling talk.

The exercise above illustrates the method that might be adopted in case of a small order. If Mr. Powley had sent a large order, the wholesale house would no doubt consult a financial agency to discover his financial condition; his rating, it is called. If his name were not found in the book of the agency, the wholesale house would require Mr. Powley to send a correct account of his financial standing; that is, a list of his assets and liabilities. If he refused, they would not do business with him. Why? The principal financial agencies are Bradstreet and Dun. Besides these, there are many mercantile agencies. They give any information that is required concerning a business man. All such information is confidential.

In connection with this exercise study the letters that follow:

Request to Open an Account Madison, Wis., Sept. 16, 1915. Wilson, Brighton, & Co., 68 Broadway, New York. Gentlemen: Until recently I was in the employ of Samuel Stratton & Co. of Milwaukee, but I have now started a business of my own, for which I should like to open an account with your house. As to my business ability and financial standing, I refer you to my late employers, Samuel Stratton & Co. of Milwaukee, and to the Madison State Bank of this city.

If on investigation you decide to accept me as a customer, will you please send the goods on the enclosed order, deducting your usual discount for cash? Upon receipt of the goods and of the invoice, I shall at once forward a sight draft on the Broadway National Bank of your city.

Respectfully yours, George R. Scott

Reply No. 1

Dear Sir: In seeking information through the usual outside channels for basing credit for you, we find our reports have not been sufficient in detail to permit us to arrange this matter satisfactorily. These reports all speak very highly of you in a personal way, but do not give us the required information financially.

We assume you want our goods for your Christmas trade. It is imperative, therefore, that we ship immediately. We suggest that on this order you send us a draft, in consideration of which we shall be pleased to allow you a special discount of 4%. Understand that we suggest these terms on this first order only, as we feel confident that we can easily arrange a credit basis for future shipments. We sincerely trust you will take no offense at the above suggestion, as we have made it in your interest.

Yours very truly,

Reply No. 2

Dear Sir: Thank you for the order you sent us yesterday. Its size confirms the belief we have always held that D—— is a rapidly growing business center, the right place for a retailer to settle and prosper.

After careful consideration of your letter, however, we have decided to hold back your order for a short time. You cannot regret this more than we do. We do not like to lose your account, and yet, under the circumstances, we feel we cannot send you the order. We hope you can sell the property you mentioned in your letter and thus clear up the balances against you. Then we shall gladly open an account for you.

We are especially sorry we cannot send the order at once, as you no doubt need your fall stock now. Don't you think it would be the best solution if you would send us your remittance for $250 now, so that we may send the goods? We know what it means to buy in the open market so late in the season. We assure you that on receipt of a remittance the order will go through immediately.

Yours truly,

Exercise 226

1. Order from the Grand Rapids Furniture Co., Grand Rapids, Mich., 5 mahogany rockers, 1 Turkish rocker, 2 brass beds, 12 dining room chairs, 2 dining room tables. Supply catalogue numbers and give shipping directions.

2. The Grand Rapids Furniture Co. replies, acknowledging the receipt of the above order (give date) but stating that you did not mention how you would pay for the goods. On receipt of a certified check to cover the amount, or of the names of two reliable references, they will be pleased to send you the order. Make this a good sales letter.

Exercise 227

1. You are a florist of Rockford, Ill. Write to S. M. Porter & Son, 155 S. State Street, Chicago, saying that this fall you are opening a new department of Landscape Gardening. Judging by advance orders, you will need approximately 200 shade trees, maples and poplars; 200 fruit trees of various kinds; and several hundred flowering shrubs. You will probably duplicate the order in the spring. Ask for terms, saying that you would like to open an account. Give two references.

2. S. M. Porter & Son reply, acknowledging your order, and saying that they will be pleased to do business with you on sixty days' credit, terms 50 and 5%. If this is satisfactory, they will add your name to their books. Make it a sales letter.

Exercise 228

1. Samuel Radford of Douglas, Mich., wishes to buy a motor boat. He orders of the Modern Steel Boat Co., manufacturers of high grade motor boats, Detroit, Mich., boat No. 172. page 425, catalogue No. 10. The price as listed is $192. He accepts the offer they made him —— (date), of —— (terms) and encloses a certified check for the amount. He gives full shipping directions. (Be sure you can do this.) He asks how cheaply he can obtain cushions for the boat.

2. The company reply: They have shipped the boat. (Is this sufficiently detailed?) A set of new cushions to fit the boat costs $25. They have a set of secondhand cushions in excellent condition for $15. If Radford desires either of these, he should wire at once at their expense.

3. Telegraph his decision.

Exercise 229

1. Messrs. Lee and Watkins, druggists of Gallon, Ohio, wish to open an account with Pierce, King & Co., 17 S. Albany St., Baltimore, Md., for the purchase of large orders on ninety days' credit. They say they do a very large business as they have the only drug store within a radius of several miles. They give several names as references. Write the letter.

2. You are a traveling salesman for Pierce, King & Co. They write you at the Union Hotel, Columbus, telling you of the foregoing letter, a copy of which they enclose, and asking you to investigate the standing of Messrs. Lee and Watkins.

Reply that you visited the drug store in question on a Tuesday (give date), because in your experience the early part of the week is very quiet in the business of small towns. Say that two clerks were kept busy constantly and that several people spoke of the enormous business done on Saturdays and market days. The firm has good credit in the town. You are satisfied that the gentlemen in question are reliable.

3. Write from Pierce, King & Co. to Messrs. Lee and Watkins, acknowledging the receipt of their letter —— (date) and expressing pleasure in being able to enter their name on the firm's books. Write as courteous a letter as you can.

4. Imagine that the salesman's reply (2) had been unfavorable. Write to Messrs. Lee and Watkins, refusing them credit but trying to get their cash business.

Exercise 230—Letters Requesting Payment It is better not to make threats in a collection letter except as a last resort, and then the threat should be carried out. It is advisable in a first letter of the kind to take for granted that a customer is honest and that the failure to pay is an oversight. If some inducement for further purchases is included in the letter in the form of good selling talk, a remittance will probably be sent, and perhaps another order as well.

If the customer, however, takes no notice of the first letter, a second, making the request for payment more urgent, may follow. The tone of the second letter and subsequent letters will depend on the value that you put on the customer's trade. Finally, if he ignores all of these letters, dally no longer. Say that if payment is not made by a certain date, you will draw on him at sight. If he does not honor the draft, put the matter in the hands of your attorney.

Study the following letters. Select from them those that you think would make a good series:

1 Dear Sir: Ten days ago we mailed you a statement of your account, which was due at that time. As we have heard nothing from you, we have concluded that the letter must have miscarried. We are, therefore, enclosing a duplicate of the former statement. We trust that it will reach you safely and have your prompt attention.

Yours very truly,

2 Dear Sir: Evidently you, too, are experiencing the increase in business that our customers in general are reporting. In the rush of orders you probably have overlooked the fact that your account with us is three weeks over-due. Your remittances hitherto have been very prompt, and we trust that this reminder will be treated equally promptly.

By the way, have you found that the Holeless Socks are coming up to our guarantee? From all parts of the country we are getting flattering reports in the form of big orders. We feel that they merit their popularity, and with the extensive advertising campaign that we have inaugurated they are bound to continue in favor.

We are especially prepared at present to give you an attractive price, enabling you to realize large profits on these socks. If you need more of them, we can make shipment at once.

Yours very truly,

3 Dear Sir: In looking over our accounts, we find that your purchases have lately been increasing considerably and that your payments have been few and unimportant. Statements have been sent regularly, we believe, but have probably been overlooked because of the stress of your other affairs. Such things, of course, can happen with any of us, especially when we have many other matters to look after.

We have always valued your account, and we greatly desire our pleasant relations to continue. As the amount that you owe us is now long over-due, we would appreciate your returning the enclosed bill to be receipted during the next few days.

Yours very truly,

4 Dear Sir:

Your attention has twice been called to your account for $——, but for some reason you do not reply to our letters.

Our terms, as you know, are thirty days, and we cannot allow a longer extension except by special arrangement. We have borne the matter very patiently, realizing that unusual conditions sometimes prevent one's doing as he desires. At the same time, it is entirely out of reason that your account should still be owing at this time. May we not expect your remittance by return mail?

Should we not hear from you by the 15th, we shall draw on you, and, if you have not remitted in the meantime, please provide for our draft upon its arrival.

Yours truly,

5

Dear Sir:

On March 15 we drew on you for $250. Our draft has been returned to us by the Blank Bank, unpaid.

Your account is long past due, and, although we are willing to do almost anything to accommodate our customers, we feel that in your case the time for concessions has passed. We desire your check at once for the balance due us.

You are credited with using considerable money in your business, and it would seem that you should without difficulty be able to take care of amounts such as you owe us. If we do not hear from you by April 1, we shall send a second draft. If you permit this to be returned unpaid, we shall be compelled to take action to force collection. We wish to express the hope, however, that you will not allow this to be done.

Yours truly,

Exercise 231

Letter (2) above is written primarily to get a check for the over-due account and incidentally to get another order. Suppose that the customer sends an order and no money. You do not wish to extend further credit until the old balance is paid. Write a tactful letter, saying that you will hold back the order until you receive a check to pay the over-due account.

Exercise 232

Write the letters in the following transaction:

1. J. F. Brookmeyer, Peru, Ind., is a dealer in shoes. He opened an account with you a month ago. He has purchased shoes to the amount of $250. You rendered an account on the first of the month, two weeks ago. Write a letter saying that you do not carry over accounts from month to month, as your small margin of profit makes it impossible for you to carry an irregular account. Make it a courteous sales letter as well as a collection letter.

2. J. H. Brookmeyer sends a certified check for the full amount, apologizing for the delay.

Exercise 233

1. John R. Phillips, 32 New York Building, Seattle, Washington, owes you $470. Write him, saying that you need the money. Give a good reason. Make it a courteous, friendly letter.

2. Mr. Phillips has not answered (1). Write him again, saying that if you do not get a remittance by ——, you will draw on him at sight.

3. Your bank notifies you that your draft has been returned unpaid. Write Phillips, asking for an explanation. Say that unless you hear by ——, you will bring suit.

4. Phillips writes an apologetic letter, giving illness as the reason for his non-payment. He says he was in the hospital and did not receive letters (1) and (2). He encloses fifty dollars and promises to pay at least half the balance next month, the full amount within sixty days. Write his letter.

5. Accept this offer.

Exercise 234—Answering Complaints

1. A mail order house discovered that its files contained the names of 10,000 people who had once been customers but who had not bought anything for the last two or three years. Write a letter in the name of the manager frankly asking why the customer has stopped buying. Advertise the stock.

2. One correspondent in reply demands a return of $16, which he had paid for a coat that was "not worth a cent." How would you reply to this letter so that the one making the complaint would send in an order? Write the letter.

In connection with this exercise study the following letter:

Dear Sir: We wish to acknowledge your letter of April 16, in which you say that on April 14 you received a bill for five S & Q Railway bonds, which Mr. Wensley had sold you on the 11th at 100 and interest; that you sent us your check for the amount on the same day; and that on the 16th, two days afterward, you received a letter from us, offering a new block of these bonds at 99 and interest.

This complication was brought about through a peculiar chain of circumstances, an explanation of which, we feel, is only just both to you and to us. When Mr. Wensley came to the office on Saturday, the 12th, he told us that he had your order for five of these bonds at 100¼ and interest. The market price was then 100 and interest, and we were very glad to give you the benefit of the more favorable price. At that time we had no intimation that more of these bonds were coming on the market. Quite unexpectedly on Monday we received notice from our Boston office that they had in view a new block of the bonds. Even at that time we did not know definitely that we would get them. On Tuesday, again quite unexpectedly, we were instructed by our Boston office that the bonds had been secured and were to be offered immediately at 99 and interest. So suddenly did the entire transaction take place that we were unable to prepare a new circular, and on Tuesday night we merely sent out a letter, telling our customers that we had an additional block of these bonds. In fact, the new circular will not be ready until about noon of to-morrow.

We realize that you should have been informed of the new price. The bonds, however, came on the market so quickly and in taking care of the details of the offering we were so busy that the matter, unfortunately, was overlooked. We are glad, therefore, to make adjustment of the price now by having our banking department send you our check for $50.

It is unnecessary for us to say, we presume, that we regret this occurrence and to assure you that had we known of the new bonds on Saturday we would have advised you to hold off your purchase until the offering was ready. We feel that you know us and the policy of our house well enough to be sure that we would not willfully take advantage of you in this way. We trust that the arrangement that we have made satisfactorily straightens out the matter.

Yours very truly,

Exercise 235

1. What is the advantage of the policy shown in the following suggestion from System?

The manager of a retail establishment says: "We never refuse to refund money. If a dissatisfied customer returns a purchase, before we ask what the trouble is we refund his money gladly. When he is free to walk out of the store with his money, we try to find the source of the trouble. Generally we can adjust the difficulty and make a sale."

2. State the advantage in the policy of a large clothing concern which follows the sale of every suit or overcoat with a letter to the customer, asking him whether the purchase is proving satisfactory.

3. Write such a letter.

Exercise 236

1. Conrad H. Harwood of 122 Winter Street, Vandalia, Ill., writes to Wilson, Black & Co., manufacturers of shoes, 100 Second Street, Lynn, Mass., asking why they are not sending his order of —— (the goods ordered) of —— (date). He is losing sales because of the delay. If the goods are not received before ——, Harwood will cancel the order.

2. Wilson, Black & Co. acknowledge the receipt of Harwood's letter and say that this is the first notice they have received of such an order. The first letter must have miscarried. They have shipped the goods. Be very courteous.

Exercise 237

1. C. F. Gardner, a merchant of 432 Puyallup Ave., Tacoma, Wash., has received notice from the C.M. & P.S.R.R. freight office that a box of goods has arrived from Messrs. Fiske & Jones, Detroit, Mich. Gardner ordered the goods a month ago. He writes Messrs. Fiske & Jones that he refuses to accept the goods because of the delay. He has bought elsewhere in the meantime.

2. Fiske & Jones apologize for the delay and explain that it was due to the unreliability of one of their shipping clerks, who has since been discharged. They had known nothing of the matter until Gardner's letter of complaint arrived. They assure him that he will never suffer another such inconvenience.

3. Fiske & Jones telegraph the C.M. & P.S.R.R. to return the goods at Fiske & Jones's expense. Write the telegram.

Exercise 238—Letters of Application

A letter of application usually has three parts. In writing such a letter, first, tell where you saw the advertisement and apply for the position; second, tell your qualifications and give your references; third, end the letter appropriately, possibly asking for an interview.

This is a difficult kind of letter to write. Not only should it be neat in appearance and clearly written, but it should also be so carefully worded that it will show enough of the writer's individuality to distinguish it from a form. Be neither hesitant nor bold, but tell your qualifications in a simple, straightforward way.

Study the following letters. Are they convincing? Do they show the personality of the writers, or are they mere forms?

1 Gentlemen: Your advertisement in to-day's Record for a salesman who knows the tea and coffee business interests me. I should like you to consider my application for the position.

Since my graduation from the Blank High School, four years ago, I have been employed as salesman for the Economy Wholesale Coffee Co., a firm doing business in this city and its outlying districts. During these four years I have gathered a wide knowledge of the principles of the buying and selling of coffees and teas and of the grades and blends of both, just the training, it seems to me, that you wish to secure.

You may depend upon my taking an active interest in your business, because I have an intense desire to advance. I myself vouch for my honesty and earnestness, and Mr. Robert Brown of the firm mentioned above has assured me that he will supply you with any information that you may wish as to my character or ability. He endorses my desire to secure a broader opportunity.

If the position that you have to offer is one in which there is a real future for an energetic, capable man, I should like to have an interview with you.

Yours very respectfully,

2

Dear Sir:

I am answering your advertisement in to-day's Record for a clerk because I wish to get started in the wholesale dry goods business, my idea being to work into the sales department. If the position that you advertise affords such an opportunity, I wish to apply for it.

I have had a little experience in the retail dry goods business, having worked as clerk for Mr. Amos Jones of this city during the past two summers. What I have seen and learned of the business makes me feel that I have ability as a dry goods salesman. I shall be glad to work hard in a clerical position if only I get a chance to learn and to advance.

I am eighteen years of age and have just graduated from the Blank High School, where I took the four-year commercial course. This, as you know, includes business arithmetic, bookkeeping, and some business practice. During the last two years I was business manager of the high school paper. This position gave me considerable experience in handling details rapidly and in soliciting advertising. It is this latter experience that makes me feel that I would have success in selling.

I am confident that I can please you, and I should be grateful if you will grant me an interview. Mr. Amos Jones, 815 E. 47th St., will be glad to give you any information that you may wish as to my work, and if you desire I can furnish other references.

Yours respectfully,

Exercise 239

Apply for the following positions:

1. OFFICE MAN—who can handle correspondence and general office work for growing North side manufacturing company. Good opportunity for the right man. State experience and salary expected. Address A. H. Stanton, 17 Elm St.

2. MAIL ORDER MAN—up-to-date, experienced; must have ability and be capable of handling a large volume of correspondence; must also be a pusher and systematizer. In reply give references, age, and detailed experience. Address X. W. 291 News.

3. AMBITIOUS YOUNG MEN—who are willing to start at the bottom to learn steel and iron business; must be high school or college graduates, or have equivalent education, and furnish exceptional references; very good opportunity for the future. Address A. F. 361 Times.

4. BRIGHT YOUNG MAN—for office work in large manufacturing plant, Northwest side; must be neat, quick, and accurate at figures. State age, experience, and salary expected. Address J. F. Holtz & Co., 320 W. Exchange St.

5. OFFICE CLERK—a girl who can write a plain, rapid, legible hand; desirable, permanent position, and excellent chance for advancement. Give age, experience, if any, and where formerly employed. Salary $6.00 to start. Address T. P. 514 Chronicle.

6. HELP WANTED—salesman having established trade on rubber or leather footwear in Michigan, northern Indiana, northwest Ohio, or eastern Wisconsin. Good chance to become connected with live middle-western jobbing house. Give late experience. Address G724 Boot and Shoe Recorder, Boston, Mass.

Exercise 240—Contract for Painting Iron Work

1. James W. Walker & Co., 325 Second St., Pittsburgh, are receiving bids for painting the iron work of the bridge to be constructed over the Cheesequake Creek at Morgan Station, New Brunswick, N. J. The Barnard Emerson Co., of Harrisburg, Pa., write saying they would like to figure on the work. They ask James W. Walker & Co; to send plans and specifications. Write the letter sent by the Barnard Emerson Co.

2. James W. Walker & Co. reply that they are sending plans and specifications. They say that bids must be in by March 10. Write the letter.

3. The Barnard Emerson Co. write that page two, line four, of the specifications for the bridge to be constructed (state in detail) reads "and paint all beams underneath two coats of dark green," and page four, line ten, reads "all upright beams above and underneath to be painted two coats of light green between shades three and four." They ask which is correct. Write the letter. Be exact.

4. James W. Walker & Co. reply that page two, line four, is correct. Explain in detail.

5. The Barnard Emerson Co. agree to do the work on (repeat exactly what bridge you mean) for three thousand dollars. They guarantee to finish the work by April 30, according to the specifications. They will forfeit fifty dollars for every day after that date until the bridge is finished. Write the proposal or bid.

6. James W. Walker & Co. write, saying that they accept the bid above and that they enclose duplicate contracts, one of which they have signed and which the Barnard Emerson Co. is to keep. The other the Barnard Emerson Co. is to sign and return to James W. Walker & Co.

Exercise 241—Contract for the Delivery of Property

1. The Arlington Coal Company, Old Colony Building, Chicago, Ill., write to the Red Rock Coal Company, Auburn, Ill., saying that they need several cars of egg coal per week throughout the year. They ask if the Red Rock Coal Co. wish to offer some on contract. If so, they must state how the coal is screened, and give their lowest price. Write the letter.

2. The Red Rock Coal Co. reply that they will offer egg coal for shipment at the rate of two cars per week throughout the year, at $1.15 per net ton, cars f.o.b. mines. If a contract were drawn up for three or more cars per week, they would give the coal for $1.12½ per net ton. They say their egg is an excellent steam producing coal and gives general satisfaction. It is shipped from the Red Rock mine via the Chicago & Alton Railroad, freight rate being 82¢ per ton. Write the letter.

3. The Arlington Coal Co. write that the Red Rock Coal Co. may send a one year contract drawn in triplicate for three cars of egg coal per week at $1.12½ per net ton, cars f.o.b. mines. Of course it is understood that the usual clauses regarding accidents or other unavoidable happenings on either side will be inserted. Write the letter.

Exercise 242—Contract for Construction

News Item.—Bids will be received until Dec. 12 by the Chairman of the Board of Public Works, North Bend, Washington, for the construction of a solid concrete bridge over the Snoqualmie River at North Bend; double arch, with one pier in the river; span of arch 92 feet; width of bridge 50 feet. Plans may be had by addressing the Chairman.

The McClaine Construction Co., of Spokane, Wash., send in a bid for $25,000, guaranteeing to use Atlas Portland cement, crushed rock for the coarse aggregate, and torpedo sand for the fine aggregate, the concrete to be reinforced with the Kahn system of reinforcement as set forth in the specifications. The company specify, further, that they shall be paid extra for excavation, on the scale of 25¢ a yard for earth, 75¢ a yard for loose rock and hard pan, and $1.00 a yard for solid rock. Write the letter that they send.

Exercise 243—Form Letters

It frequently happens in business that you receive a number of letters requiring practically the same answer. In such cases, the best plan is to have one letter that is as good a letter of its kind as you can write. Use that as an answer to all those to which it can be made to apply. You may have to add a bit of information or change a word here and there, but, practically, you are using the same form for all the letters. When you have mastered the form, the answering of letters of this class will be a simple matter. The letter accompanying a catalogue may easily be a form. (See the second letter in Exercise 223.)

The danger, however, is that the use of form letters tends to make work mechanical. When letters are different, they must receive different replies. A form letter should never be used just because it is easy to use when it does not really apply.

Mandel Bros., Chicago, Ill., announce their annual sale of silk remnants. Make this a good advertisement that will reach several classes of customers. Have in it as one item white wash silk of heavy quality, 36 inches wide, at 47 cents a yard.

1. Make out a sales letter for the above.

2. Several mail orders have been received in excess of the supply. Make out a form letter that could be sent when the money is returned. What is the advantage of a form letter in this case?

Exercise 244—Circular and Follow-up Letters

There is a class of letters that usually originates in the advertising department of a firm. They are not sent out to answer inquiries, but to solicit new customers and to keep old ones. Such letters are printed in large numbers in imitation of typewriting, and the introduction and the salutation are afterward carefully filled in on the typewriter. The intention, of course, is to make the recipient feel that he has received a personal letter. Firms are generally careful to fill in the signature in pen and ink. These are called circular letters. (See the last letter in Exercise 223.)

These letters are very important and each year more numerous. Frequently a series of them is written, each one expanding one argument in a series of arguments. If all the letters are read, one after the other, you have a complete list of reasons why you should buy the particular article which the letters advertise. These letters are sent out regularly, so that the effect of one may not quite wear off before the next arrives. It is frequently the case that not until the third or fourth letter is sent out does any reply come. Such letters should be definitely planned in order to present arguments that are true and attractive. They must be simply and clearly written. They are called follow-up letters.

The following series of follow-up letters was intended to be sent to women who keep no maids. The series was planned to contain five letters. Write two more, using different appeals from those in the letters here given.

1 Dear Madam:

Do you remember the fairy tale of Little Two-Eyes?

A fairy, out of pity for the child's hunger, spread a table before her each day as she was watching the goat in the field, and when her appetite was satisfied all the child had to say was, "Table clear yourself," and the dishes magically disappeared.

"This is a beautiful way to keep house," was Two-Eyes' verdict, and every woman, thinking of her own distaste of dirty dishes, will agree.

"How I hate dishwashing!" You have said it hundreds of times—after every meal, probably.

"I like to cook and bake," you declare. "They are really interesting. There is fun in trying new recipes—but the dishes!"

You enjoy giving luncheon and dinner parties. It is a delightful way of meeting one's friends. Moreover, you are justly proud of your skill in cooking, and you like to show your beautiful china. But what a damper it is on your spirit of good-fellowship, after the guests are gone, to have to spend an hour or more washing the dishes. Then you would like to say, with the child in the story, "Dishes wash yourselves!" Wouldn't you?

Well, you may. For thirty days—ninety meals—we will put the Fairy Dishwasher in your home, without charging you a penny.

The machine is simplicity itself. Wheel the cabinet into your dining room, alongside your serving table, and, as a course is finished, without rising from your place, stack the dishes into the washer. When you have finished the meal, wheel the cabinet into your kitchen, make the connection, and turn the switch. In a few minutes the dishes are washed and dried. Having friends in to dinner is fun when the Fairy washes the dishes.

Let the Fairy do yours. Simply return this letter to us in the enclosed envelope, making sure that your name and address are correct, and we'll send you the Fairy. Use it three times a day for thirty days. Then if you think you can get along as well without the machine, all that you need to do is to send us a postal card, telling us so. We'll take back the Fairy and ask no questions.

But send to-day.

Yours very truly,

2 Dear Madam:

Did you ever envy another woman's smooth, white hands? You looked at hers, and then you looked at yours; you sighed and thought, "It's dishwashing."

But what can you do? Haven't you tried everything to make dishwashing less drudgery? Haven't you tried patent soaps and tepid water, only to find that the dishes were not clean? Haven't you tried dish mops, scrapers, and rubber gloves, only to find that the mop and the scraper saved but one hand? As for rubber gloves, as likely as not, the first time you used them they were caught on the prong of a fork and were thereafter useless. Yes, you've tried everything; haven't you?

No, you haven't. You have not tried the only sure help that there is. Stop your drudgery and let the Fairy wash your dishes.

For thirty days—ninety trials—we will put the Fairy Dishwasher in your home, absolutely free of charge, guaranteed to wash and sterilize your dishes in boiling water, without a touch of your hand.

Do your manicuring while the Fairy does the dishes.

Pay no money, but send the enclosed postal card to-day. It will bring the Fairy at once.

Very truly yours,

3 Dear Madam:

An extra hour of leisure every day! What is it worth to you?

Think what you could do if some one would give you an extra hour of leisure every day. There's the book you would like to read, the call you ought to make, the embroidery you wish you could finish. There are the thousand and one things that a housekeeper continually wishes she could do—but where can she get the time?

And yet you waste at least an hour each day washing dishes when the Fairy Dishwasher will not only save you the time but rid you of a distasteful task. You pay 162/3 cents a day for five months and the Fairy does your dishes every day; you buy yourself an extra hour every day,—you are an hour ahead every day for the rest of your life.

Is it worth the price?

Remember that we allow you to use the Fairy for thirty days—ninety meals—before you pay a penny. Then for five months you send us five dollars a month, and we guarantee that you will declare it the best twenty-five dollars that you ever spent.

Send the enclosed postal card to-day. It will bring the Fairy and a booklet of full directions.

Very truly yours,

Exercise 245

You have bought a big tract of land in Alabama. You wish to sell a part uncleared, to set out a part in pecan trees, and to devote a part to truck farms. Write three letters to the same man, making each one stronger than the one before. Keep in mind the five essentials of a good letter. (See page 230.)

1. Offer the uncleared land at a very low price. Offer as many inducements as you can, such as desirability of location, fertility of the soil, and comparison in price with other land in the same neighborhood.

2. You received no response from (1). Try to sell the section in which you are planting pecan trees. What inducements could you offer that might reach a man who was not affected by (1)?

3. You received no response from (1) or (2). Try to sell a truck farm. What inducements could you offer that might lead a man to buy a truck farm when he had no interest in either uncleared land or pecan trees?

Exercise 246

1. The Modern Magazine offers a set of Mark Twain's complete works absolutely free if you subscribe for one year for the Modern Magazine and the Household Magazine at the regular price of $2 for the Modern Magazine and $1.50 for the Household Magazine. This offer expires —— (date). Write the letter.

2. You have not responded. The Modern Magazine feels that you could not have understood its offer. These are no cheap books. To prove this, the firm is willing to send you the books to allow you to examine them before you send any money. If you accept them, pay the express agent; if not, return the books at the expense of the Modern Magazine. Remember that this offer expires —— (date).

3. You have not responded. The magazine extends the time. Give a reason for the extension of the time.

What criticism can you make on (3)?

Exercise 247

A druggist was obliged to move from his corner store four doors east on a side street. He decided to advertise by sending a series of follow-up letters embodying the following ideas:

1. Change of location because ——.

2. Stick to your druggist because he holds the key to your health.

3. What is the reason that my trade is staying with me? (Prizes for the best answer.)

4. The reasons why trade stays with me—what my patrons say.

5. The pure food question—why we must handle only fresh drugs.

6. We are registered pharmacists—what this means to you.

7. Why our sales expense is smaller now than formerly—how you profit.

Exercise 248

A furniture house selling goods on monthly payments decides to advertise by sending a series of follow-up letters, using the following reasons why you should buy, one in each letter:

1. Variety of stock; assurance that they can please, no matter what you wish. Amplify.

2. Reliability of the firm.

3. The small profit on which they run their business gives you an excellent opportunity of buying good values at low prices.

4. Buying on the "easy payment" plan enables you to have the use of your furniture while you are still paying for it.

Why is (4) a poor argument?

Exercise 249

Write a series of letters to sell an electric washing machine, using the following items:

1. The machine is ball bearing; therefore very easy to work. You can sit down while you do your week's washing. The only work required is hanging the clothes out of doors.

2. It saves laundry bills.

3. Summary of (1) and (2). The investment required is not large. Special plans for payment.

4. The machine is durable.

5. Summary of the above. The following figures show that during the time that has elapsed since (1) was received the machine might have been paid for out of the money spent for laundry bills.

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