Business Correspondence - Anonymous (best classic books of all time .TXT) 📗

been adopted to emphasize upon readers the fact that the company quotes but one price to all, and it makes an effective selling talk out of the point that special discounts and “inside prices” are never given. As confidence is always the first essential in building up a mailorder business, this policy has done much towards increasing the standing and reputation of the houses using it.

And then come certain specific instructions covering a multitude of details. For instance, the style of paper is a matter that progressive business houses no longer ignore. The policy of the house may be revealed in the envelope and letter paper before one has had time to read even the date line. Some firms provide different grades of stationery for different departments, the sales letters going out in a much finer dress than letters from other departments.

The style to use is largely a matter of personal taste and preference. The significant thing is not in the kind that is used by certain companies but the fact that progressive business houses now appreciate the necessity for a uniformity in stationery and in the manner of handling it.

Harmony of color is especially desirable—the tint of the paper, the color of the lithographing, embossing or printing, the color of the typewriter ribbon used and the color of the ink used in signing. None of these points are too small to be considered in the progressive business houses today.

The closing is no less important than the opening and most rule books relieve the correspondent of all responsibility in deciding on what subscription to use or how to sign the letter. For instance, he is told that the house policy is to close with “Yours truly” and that the name of the company is written with the typewriter followed by the signature of the writer and his title, such as “President,” or “Sales Manager.”

A publishing house in the east for years clung to the established policy of having all letters go out in the name of the president. But it was finally decided by the executive committee that this policy tended to belittle the house, for it was obvious that no institution of any size could have all its mail handled directly from the president’s office. It was argued that if the president’s name were used only occasionally, greater prestige would be given to the letters that actually came from his office, and thereafter letters were signed by different department heads as “Manager of Sales,” “Advertising Manager,” “Managing Editor,” “Manager of Collection Department,” and so forth.

And just so one could go through the book of rules of any business house and find a good reason for every policy that has been adopted. For while it is desirable to have a “family resemblance” which is possible only through established rules, and while letters written under specific instructions have added dignity and character, yet there is back of each rule some additional significance, the force of some tested argument, the psychological effect of some timely suggestion.

No longer do large manufacturing and mercantile houses send out their salesmen and allow each one to push his line as he sees best. Many concerns require the salesmen to take a regular course of training to learn thoroughly the “house” attitude, and they are given instructions on the best way to present arguments and overcome objections—just so the men who sell by letter are now instructed in the best methods for getting results.

The best way to secure a uniform policy is a practical question. Some houses employ a correspondent expert to spend a few weeks in the correspondence department just the same as an expert auditor is employed to systematize the accounting department. In other houses the book of rules is a matter of evolution, the gradual adding of new points as they come up and as policies are tried out, a process of elimination determining those that should be adopted. In some concerns the correspondents have regular meetings to discuss their problems and to decide upon the best methods of meeting the situations that arise in their work. They read letters that have pulled, analyze the arguments and in this way try to raise the quality of their written messages.

While it must be admitted that some men have a natural faculty of expressing themselves clearly and forcibly, the fact remains that letter writing is an art that may be acquired. It necessitates a capacity to understand the reader’s attitude; it requires careful study and analysis of talking points, arguments and methods of presentation, but there is no copyright on good letters and any house can secure a high standard and be assured that distant customers are handled tactfully and skilfully if a uniform policy is worked out and systematically applied.

 

Making Letters UNIFORM In Appearance

PART IV—THE DRESS OF A BUSINESS LETTER—CHAPTER 15

 

Business stationery should reflect the house that sends it out but unless specific rules are adopted there will be a lack of uniformity in arrangement, in style, in spelling, infolding—all the little mechanical details that contribute to an impression of CHARACTER and INDIVIDUALITY. Definite instructions should be given to correspondents and stenographers so that letters, although written in a dozen different departments, will have a uniformity in appearance. What a book of instructions should contain and how rules can be adopted is described in this chapter

 

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Just as progressive business houses now aim to have their correspondence uniform in policy and quality, so too, they aim at uniformity in letter appearance—the mechanical production. It is obvious that if the letters sent out by a house are to have character, one style must be adopted and definite rules must be formulated for the guidance of the stenographers. The authorities differ on many points such as the use of capital letters, abbreviations, the use of figures, and so forth, and it is not to be expected that stenographers, trained at different schools and working in different departments, could produce uniformity unless they all follow specific instructions.

And so the more progressive firms have adopted a fixed style and codified certain rules for the guidance of stenographers and typists. In the writing of a letter there are so many points that are entirely a matter of personal taste that a comprehensive rule book touches an almost infinite number of subjects, ranging from an important question of house policy to the proper way of folding the sheet on which the letter is written.

It is not the purpose of this chapter to give a summary of the rules for punctuation and capitalization or to pass judgment on questions of style, but to emphasize the necessity for uniformity in all correspondence that a house sends out, and to call attention to a few of the more common errors that are inexcusable.

As far as the impression created by an individual letter is concerned, it really makes very little difference whether the paragraphs are indented or begin flush with the line margin. But it is important that all the letters sent out by a house follow the same style. A stenographer should not be permitted to use the abbreviation “Co.” in one part of her letter and spell out the word “company” in the following paragraph.

In formulating the rules, two things should be kept in mind— clearness, to make the meaning of the writer plain; and a pleasing appearance that will make a favorable impression upon the reader. The sole purpose of punctuation marks is to help convey a thought so clearly that it cannot be misunderstood and experienced writers learn to use the proper marks almost intuitively. The rules are applied unconsciously. Many correspondents in dictating designate the beginning and the close of each sentence but others leave this to the intelligence of the stenographer, and there is no better rule for those to whom such matters are left than to be liberal in the use of periods. Avoid long, involved sentences. There is little danger of misunderstanding in short sentences.

Most of the rules can be made hard and fast—a simple regulation to do this or to avoid that. They should begin with the date line. Instructions should be given as to the place for the date line: whether it should be written on one or two lines and whether the month should be expressed in figures or should be spelled out, and whether the year should be printed in full or abbreviated. There is a growing tendency to use figures, such as 10-15-10, and supplementary letters, such as “rd,” “th,” and so forth, are being eliminated. Some firms are placing the date at the bottom of the letter at the left hand margin, although for convenience in making a quick reference the date line at the top of the letter is much to be preferred.

 

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A Page of Instructions to Stenographers:

_City and date must be written about three spaces below the lowest printed matter on letterhead, as follows: Chicago, date single space below, regulated so that it will precede and extend beyond “Chicago” an equal distance, the end of date being in line with margin of body of letter; spell the month in full, followed by the date in figures, after which use comma; add year in figures and end with period.

Commence letter by addressing customer, then double space and follow with city and state (do not give street address) except where window envelope is to be used; double space and address as “Dear Sir” or “Madam.” Also double space between this salutation and first paragraph.

Paragraphs must begin ten points from margin on a line with city. Use single space, with double space between paragraphs.

In closing use the phrase “Yours very truly” and sign “The Wilson-Graham Company.” Have correspondent’s and stenographer’s initials on line with margin on left hand side of sheet. Margins must be regulated by length of letter to be written, using your judgment in this respect.

The half size letterhead should be used for very short letters.

Envelopes must be addressed double space, with beginning of name, street address, city and state on marginal line, as per sample attached._

 

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The points that are suggested here, however, are entirely a matter of taste. There is no court of last resort to which appeal can be made as to the better method. Each house must use its own judgment. The important thing is to secure uniformiy.

Rules should govern the name of the addressee, whether it should be prefaced by such titles as “Mr.” or “Messrs.” The form of the salutation, the size of the margin, the spacing between lines and between paragraphs, the indentation of paragraphs, if any—all of these points should be covered by rules. The subscription, the placing of the dictator’s and the stenographer’s initials are all proper subjects for the instruction book.

The use of capital letters is a disputed question with writers, printers and proofreaders. But there is a growing tendency to use the small letters wherever possible. One large firm in the east has this rule:

“When in doubt regarding the use of a capital letter, don’t. Use a small letter.”

A great many business houses, for the sake of emphasis, capitalize the names of their own products. For instance:

 

“In this Catalogue you will find listed a very complete line of Countershafts, Magnetos, Induction Coils, Lubricators, Mufflers, Spark Coils, and a complete line of automobile accessories.”

 

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There is no rule that justifies such capitalization but it is a common practice in business correspondence.

There are some correspondents who write a word or a sentence in capital letters for emphasis. Occasionally this may be done to advantage but the tendency is