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

an inducement, moreover, that possesses a peculiar strength for a man likes to be the first one in his vicinity or in his line of business to adopt some improved method or system.

 

SCHEME 5—THE SPECIAL “INTRODUCTORY PRICE”

There can be no excuse for the carelessness that makes a “special introductory price,” and later in the same letter or in a follow-up calls attention to the “many satisfied users in your section.” Be sure your reason is real—then it rings true and incites prompt action like this offer:

 

The Wright Copy Holder sells the world over for $3.00. We are certain, however, that once you see the holder actually increasing the output of your own typist you will want to equip your entire office with them. So, for a limited time only, we are going to make you an introductory price of $2.25. Send to-day for one of these holders and give it a thorough trial. Then any time within thirty days, after you have watched the holder in actual use and seen it pay for itself, in actual increased output, order as many more as you want and we will supply them to you at the same introductory price of $2.25 each. After that time we must ask the regular price.

 

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This is convincing. The prospect feels that if the holder were not all right it would not be sold on such terms, for the manufacturers expect that the one holder will give such satisfaction that it will lead to the sale of many more.

 

“Enclose $2.25 now in any convenient form and let the holder demonstrate for itself what it can save you every day. Don’t wait until tomorrow—but send your order today—right now.”

 

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This is the closing paragraph and if you are at all interested in copy holders it is likely you will place an order “NOW.” And if you don’t and if the order is not placed within ten days, the offer may be extended for two weeks and after that a “ten-day only” offer may pull forth an order.

 

SCHEME 6—SPECIAL TERMS TO PREFERRED CUSTOMERS

A brokerage firm has found that a “Pre-public announcement special offer to preferred clients only” in placing stocks and bonds is a good puller. The recipient is flattered by being classed with the “preferred clients” and is not unmindful of the opportunity of getting in on the proposition before there is any public announcement.

 

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DATE _____________________

WILSON SAFETY RAZOR CO.

DEAR SIRS:—PLEASE SEND ONE STANDARD WILSON SAFETY RAZOR (PRICE

$3.00)

 

VERY TRULY YOURS. (YOUR) NAME _______________________ STREET AND NO _____________________ CITY ______________ STATE _________

––––––––––––––––––––––

IF THE RAZOR IS TO BE SENT THROUGH YOUR DEALER FILL OUT BELOW (DEALER’S) NAME ___________________ ADDRESS ___________________________ CITY ______________ STATE _________

IF YOU PREFER THAT WE SEND RAZOR DIRECT TO YOU, PLEASE ENCLOSE REMITTANCE IN EITHER OF THE FOLLOWING FORMS CASH (REGISTERED MAIL), MONEY ORDER, NY BANK DRAFT CHECK

THE WILSON SAFETY RAZOR CO OR THE DEALER WHO EXECUTES THIS ORDER IN ACCEPTING THE $3.00 FOR THE SAFETY RAZOR AGREES WITH THE PURCHASER THAT IT IS SOLD ON 30 DAYS TRIAL WITHOUT ANY OBLIGATION OR LIABILITY FOR USE DURING THAT PERIOD. IF FOR ANY REASON THE PURCHASER DESIRES TO RETURN IT WITHIN THAT PERIOD THE SELLER UPON SHALL UPON RECEIPT THEREOF REFUND THE $3.00

THE WILSON SAFETY RAZOR CO.

 

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This form of post card provides for two methods of ordering—the customer may take his choice

 

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In influencing prompt action the time element and the special price are not the only “Act Now” inducements although they are the most common. A man had written to a firm that makes marine engines for prices but the first two or three letters had failed to call forth any further correspondence. So the sales manager wrote a personal letter in which the following paragraph appeared:

 

“In looking over our correspondence I notice that you are particularly interested in a 2-horse power engine. I have an engine of that size on hand that I think will interest you. We have just received our exhibits from the Motor Boat Shows. Among these I noticed a 2 H.P. engine and remembering your inquiry for this size engine, it occurred to me that this would make you an ideal engine for your boat.”

 

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This was cleverly worded, for although the company would contend that the exhibits were taken from stock, the possible buyer would feel confident that the engine exhibited at the show had been tested and tried in every way. If he were in the market at all, this would probably prove a magnet to draw an immediate reply—for it is always easy to reply if one is sufficiently interested.

 

SCHEME 7—HOLDING GOODS IN RESERVE

This “holding one in reserve for you” has proved effective with a typewriter company:

 

“The factory is working to the limit these days and we are behind orders now. But we are going to hold the machine we have reserved for you a few days longer. After that we may have to use it to fill another order. Sign and send us the enclosed blank to-day and let us place the machine where it will be of real service to you. Remember it is covered by a guarantee that protects you against disappointment. If you don’t like it, simply return it and back comes your money.”

 

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Bond brokers frequently use this same idea, writing to a customer that a block of stock or a part of an issue of bonds had been reserved for him as it represented just the particular kind of investment that he always liked—and reasons follow showing how desirable the investment really is.

In one form or another this scheme is widely used. When the order justifies the expense, a night telegram is sometimes sent stating that the machine can be held only one day more or something like that. This only is possible on special goods that cannot be readily duplicated.

In all these offers and schemes the price is kept carefully in the background. Many firms never mention the price in the letter, leaving that for the circular, folder or catalogue.

 

SCHEME 8—THE FREE TRIAL OFFER

Instead of the price being emphasized, it is the free trial offer or the absolute guarantee that is held before the reader.

 

“Without even risking a cent you can use the Wilbur on your farm free for 30 days. We will ship it to you, freight prepaid, with the plain understanding that, should the Wilbur not come up to every claim we make for it, we will take it off your hands, for we don’t want anyone to keep the Wilbur when he is not satisfied with it. Thus, we agree to pay ALL charges and take ALL risk while you are testing and trying the Wilbur for one whole month.

“You see, we have a great deal of confidence in the Wilbur or we could not afford to make you this square and generous offer, which leaves it entirely to you to say whether or not the Wilbur Fanning Mill is a practical and money-making success. Since the 30 days’ free trial proposition puts you to no risk whatever, you should take advantage of this opportunity and have a Wilbur shipped right away on the free trial basis.

“To prove it, all you have to do is to fill in, sign and mail this card. After 30 days you CAN return the machine if you are willing.”

 

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Not a word about price. All about the free trial and the fact that you are to be the judge of the machine’s value.

And not only the free trial but the absolute guarantee is emphasized. “Your money back if not satisfactory” is the slogan of every successful mailorder house. Frequently a facsimile of the guarantee accompanies the letter; always it is emphasized.

 

SCHEME 9—THE “YOUR MONEY BACK” OFFER

A manufacturer of certain machines for shop use wastes little time in describing the machine or telling what all it will do. The broad assertion is made that after a month’s use it would not be sold at the price paid for it, and instead of arguing the case and endeavoring to prove the statement, the company strives to make it easy to place a trial order. Here are two of the three paragraphs that make up one of its letters:

 

“To prove it, all you have to do is to fill in, sign and mail this card. After 30 days you MAY return the machine if you want to.

“Try it out. Never mind what we might SAY about the uses your shop men would be getting out of it—FIND OUT. It is easy. Just send the card.”

 

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This is simplicity itself. The writer does not put us on the defensive by trying to argue with us. We are to be the judge and he compliments us by the inference that we “don’t need to be told” but can judge for ourselves as to whether it is worth keeping. The price is held in the background and the actual ordering is nothing more than to sign a post card. There is no reason at all why we should delay; we could hardly turn the letter over to be filed without feeling that we were blind to our best interest in not replying.

 

SCHEME 10—THE DISCOUNT FOR CASH

Publishers of a magazine angle for renewals without boldly snatching for a man’s pocketbook, by this presentation:

 

“Simply tell us NOW to continue your subscription. Remit at your convenience. Better still, wrap a $1.00 bill in this post card—and mail to us today. We will send not only the twelve issues paid for, but will—as a cash discount—extend your subscription an extra two months.”

 

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Here the cost is brought in almost as an afterthought, yet in a way that actually brings the cash with the renewal.

 

“Fill out the enclosed order and the goods will be shipped at once and billed in the regular way.”

 

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The payment is not in sight—it hasn’t yet turned the corner. “Billed in the regular way” catches our order where we would postpone action if it meant reaching down into our pockets and buying a money order or writing out a check. The payment looks afar off—and it will not seem so much if the account is paid along with the rest of the bills at the first of the month.

 

SCHEME 11—THE FIRST INSTALLMENT AS A “DEPOSIT”

Where goods are sold on “easy terms” and a first payment required, many correspondents refer to the remittance as a “deposit.” In the strong guarantee it is expressly stated that in case of dissatisfaction, the “deposit” will be returned.

Even the deferring of the payment a few days helps to pull an order. It is not that a man is niggardly or that he does not want the article but it is the desire, rooted deep in human nature, to hold onto money after it has been hard earned.

 

“To facilitate your prompt action, I am enclosing a convenient postal card order. Our shipping department has had instructions to honor this as readily as they would your check. There is no need to send the customary initial payment in advance. Simply sign and mail the enclosed card; when