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

would have bluntly declared that this was the best engine ever manufactured, or something of that kind, and made no impression at all on the minds of the readers. But the statement that the company could not make a better engine, even if it charged twice as much, sinks in.

Proof of quality is always one of the strongest arguments that can be used. A man wants to feel sure that he is given good value for his money, it matters not whether he is buying a lead pencil or an automobile. And next to argument of quality is the argument of price. Here are some striking paragraphs taken from the letter sent out by a firm manufacturing gummed labels and advertising stickers:

 

“We would rather talk quality than price because no other concern prints better stickers than ours—but we can’t help talking price because no other concern charges as little for them as we do.”

 

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This is a strong statement but it is nothing more than a statement The writer, however, hastens to come forward with argument and proof:

 

“You know we make a specialty of gummed labels—do nothing else. We have special machinery designed by ourselves—machinery that may be used by no other concern. This enables us to produce better stickers at a minimum expense.

“All of our stickers are printed on the best stock, and double gummed, and, by the way, compare the gumming of our stickers with those put up by other concerns. We have built up a business and reputation on stickers that stick and stay.”

 

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If you were in the market for labels you would not hesitate to send an order to that firm, for the writer gives you satisfying reasons for the quality and the low price of his goods. The argument in favor of its goods is presented clearly, concisely, convincingly.

The argument that will strike home to the merchant is one that points out his opportunity for gain. Here is the way a wholesale grocer presented his proposition on a new brand of coffee:

 

“You put in this brand of coffee and we stand back of you and push sales. Our guarantee of quality goes with every pound we put out. Ask the opinion of all your customers. If there is the least dissatisfaction, refund them the price of their coffee and deduct it from our next bill. So confident are we of the satisfaction that this coffee will give that we agree to take back at the end of six months all the remaining stock you have on hand—that is, if you do not care to handle the brand longer.

“You have probably never sold guaranteed coffee before. You take no chances. The profit is as large as on other brands, and your customers will be impressed with the guarantee placed on every pound.”

 

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The guarantee and the offer of the free trial are possibly the two strongest arguments that can be used either with a dealer or in straight mailorder selling.

Among the arguments that are most effective are testimonials and references to satisfied users. If the writer can refer to some well-known firm or individual as a satisfied customer he strengthens his point.

 

“When we showed this fixture to John Wanamaker’s man, it took just about three minutes to close the deal for six of them. Since then they have ordered seventy-four more.”

 

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Such references as this naturally inspire confidence in a proposition and extracts from letters may be used with great effect, provided the name and address of the writer is given, so that it will have every appearance of being genuine.

A solicitor of patents at Washington works into his letters to prospective clients quotations from manufacturers:

 

“‘We wish to be put in communication with the inventor of some useful novelty, instrument or device, who is looking for a way to market his invention. We want to increase our business along new lines and manufacture under contract, paying royalties to the patentee.

“‘If your clients have any articles of merit that they want to market, kindly communicate with us. Our business is the manufacture of patented articles under contract and we can undoubtedly serve many of your clients in a profitable manner.’”

 

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Such extracts as these are intended to impress upon the inventor the desirability of placing his business with someone who has such a wide acquaintance and is in a position to put him in touch with manufacturers.

To send a list of references may also prove a most convincing argument, especially if the writer can refer to some man or firm located near the one to whom he is writing. A mutual acquaintance forms a sort of connecting link that is a pulling force even though the reference is never looked up. In fact, it is only on occasions that references of this kind are investigated, for the mere naming of banks and prominent business men is sufficient to inspire confidence that the proposition is “on the square.”

After you have explained your proposition, described your goods and pointed out to the prospect how it is to his advantage to possess these goods, the time has come to make him an offer.

One of the pathetic sins of business letter writers is to work in the price too early in the letter—before the prospect is interested in the proposition. The clever salesman always endeavors to work up one’s interest to the highest possible pitch before price is mentioned at all. Many solicitors consider it so essential to keep the price in the background until near the end of the canvass that they artfully dodge the question, “What is the cost?”, until they think the prospect is sufficiently interested not to “shy” when the figure is mentioned.

A letter from a company seeking to interest agents starts out awkwardly with a long paragraph:

 

“We will be pleased to have you act as our salesman. We need a representative in your city. We know you will make a success.”

 

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Then follows a second paragraph giving the selling price of a “complete outfit” although there has not been a line in the letter to warm up the reader, to interest him in the proposition, to point out how he can make money and show him where he will benefit by handling this particular line.

After this poor beginning the letter goes on with its explanation and argument, but the message is lost—a message that might have borne fruit had the writer repressed his own selfish motives and pointed out how the reader would gain. There is then plenty of time to refer to the cost of the outfit.

A letter from a manufacturing concern selling direct to the consumer starts out in this kill-interest fashion:

 

“Did you get our circular describing the merits of our celebrated Wonderdown Mattresses which cost, full size, $10 each?”

 

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An experienced correspondent would never commit such a blunder for he would not bring in the price until near the end of the letter; or, more likely, the dollar mark would not appear in the letter at all. It would be shown only in an enclosure—folder, circular, catalogue or price list. So important is this point that many schemes have been devised for keeping the cost in the background and this is one of the principal reasons why many concerns are emphasizing more and more the free trial and selling on instalments.

One manufacturing company makes a talking point out of the fact that the only condition on which it will sell a machine is to put it in a plant for a sixty-day trial; then if it is found satisfactory the purchaser has his option of different methods of payments: a discount for all cash or monthly instalments.

There are many propositions successfully handled by gradually working up interest to the point where price can be brought in, then leading quickly to the inducement and the clincher. In such a letter the price could not be ignored very well and the effect is lost unless it is brought in at the proper place, directly following the argument.

Like all rules, there are exceptions to this. Sometimes where the reader is familiar with the proposition it may be a good policy to catch his attention by a special price offer at the very beginning of the letter. This is frequently done in follow-up letters where it is reasonably certain that the preceding correspondence has practically exhausted explanation, description and arguments. The problem here is different and a special price may be the strongest talking point.

Then, of course, there are letters that are intended merely to arouse the interest of the reader and induce him to write for prices and further information. The purpose here is to stimulate the interest and induce the recipient to send in particulars regarding his needs and ask for terms. After a man’s interest has been this far stimulated it is comparatively easy to quote prices without frightening him away.

But in the majority of sales letters an offer must be made, for price, after all, is the one thing that is, to the reader, of first importance. Most men want to know all about a proposition without the bother of further correspondence and so a specific offer should usually follow the arguments.

 

How To Bring The Letter To A CLOSE

PART II—HOW TO WRITE THE LETTER—CHAPTER 7

 

GETTING ATTENTION, explaining a proposition and presenting arguments and proofs are essentials in every letter, but they merely lead up to the vital part—GETTING ACTION. They must be closely followed by PERSUASION, INDUCEMENT and a CLINCHER. The well written letter works up to a climax and the order should be secured while interest is at its height. Many correspondents stumble when they come to the close. This chapter shows how to make a get-away— how to hook the order, or if the order is not secured—how to leave the way open to come back with a follow-up

 

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Nothing will take the place of arguments and logical reasons in selling an article or a service. But most salesmen will bear out the statement that few orders would be taken unless persuasion and inducement are brought into play to get the prospect’s name onto the dotted line. Persuasion alone sells few goods outside of the church fair but it helps out the arguments and proofs. The collector’s troubles come mainly from sales that are made by persuasion, for the majority of men who are convinced by sound arguments and logical reasons to purchase a machine or a line of goods carry out their part of the bargain if they can.

There are a good many correspondents who are clever enough in presenting their proposition, but display a most limited knowledge of human nature in using persuasions that rubs the prospect the wrong way.

 

“Why will you let a few dollars stand between you and success? Why waste your time, wearing yourself out working for others? Why don’t you throw off the conditions which bind you down to a small income? Why don’t you shake off the shackles? Why don’t you rise to the opportunity that is now presented to you?”

 

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Such a letter is an insult to anyone who receives it, for it really tells him that he is a “mutt” and does not know it. Compare the preceding paragraph with this forceful appeal: