Chapter 17

_The average business letter is machine-made. It is full of time-worn phrases, hackneyed expressions and commonplace observations that fail to jolt the reader out of the rut of the conventional correspondence to which he is accustomed: consequently it does not make an impression upon him. But occasionally a letter comes along that "gets under the skin," that_ STANDS OUT _from the rest because it has "human interest;" because it is original in its statements; because it departs from the prescribed hum-drum routine; because, in short, it reflects a live, breathing human being and not a mere set of rules_

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Study the letters the janitor carries out in your waste-basket-- they lack the red blood of originality. Except for one here and one there they are stereotyped, conventional, long, uninteresting, tiresome. They have no individuality; they are poor representatives of an alert, magnetic personality.

Yet there is no legerdemain about writing a good letter; it is neither a matter of luck nor of genius. Putting in the originality that will make it pull is not a secret art locked up in the mental storerooms of a few successful writers; it is purely a question of study and the application of definite principles.

A lawyer is successful only in proportion to the understanding he has of the law--the study he puts on his cases; a physician's success depends upon his careful consideration of every symptom and his knowledge of the effect of every drug or treatment that he may prescribe. And it is no different with correspondents. They cannot write letters that will pulsate with a vital message unless they study their proposition in detail, visualize the individuals to whom they are writing, consider the language they use, the method of presenting their arguments, their inducements--there is no point from the salutation to the signature that is beneath consideration. You cannot write letters that pull without hard study any more than the doctor can cure his patients or the lawyer win his cases without brain work.

So many letters are insipid because the correspondents do not have time or do not appreciate the necessity for taking time to consider the viewpoint of their readers or for studying out new methods of presenting their proposition. Yet the same respect that would be given to a salesman may be secured for a letter. Any one of four attitudes will secure this attention. First of all, there may be a personal touch and an originality of thought or expression that commands immediate attention; in the second place, one can make use of the man-to-man appeal; then there is the always-forceful, never-to-be-forgotten "you" element; and finally, there are news items which are nearly always interest-getters.

By any one of these appeals, or better, by a combination of appeals, a letter can be given an individuality, a vitality, that will make it rise above the underbrush of ordinary business correspondence.

To begin with, vapid words and stereotyped expressions should be eliminated, for many a good message has become mired in stagnant language. So many correspondents, looking for the easiest road to travel, fall into the rut that has been worn wide and deep by the multitudes passing that way. The trouble is not the inability of writers to acquire a good style or express themselves forcibly; the trouble is mental inertia--too little analytical thought is given to the subject matter and too little serious effort is made to find an original approach.

Most business letters are cold, impersonal, indifferent: "Our fall catalogue which is sent to you under separate cover;" "We take pleasure in advising you that;" "We are confident that our goods will give you entire satisfaction," and so on--hackneyed expressions without end--no personality--no originality--no vitality.

The correspondent who has learned how to sell goods by mail uses none of these run-down-at-the-heel expressions. He interests the reader by direct, personal statements: "Here is the catalogue in which you are interested;" "Satisfaction? Absolute! We guarantee it. We urge you not to keep one of our suits unless it is absolutely perfect;" "How did you find that sample of tobacco?" No great mental exertion is required for such introductions, yet they have a personal touch, and while they might be used over and over again they strike the reader as being original, addressed to him personally.

Everyone is familiar with the conventional letter sent out by investment concerns: "In response to your inquiry, we take pleasure in sending you herewith a booklet descriptive of the White Cloud Investment Company." Cut and dried--there is nothing that jars us out of our indifference; nothing to tempt us to read the proposition that follows. Here is a letter that is certain to interest the reader because it approaches him with an original idea:

"You will receive a copy of the Pacific Coast Gold Book under separate cover. Don't look for a literary product because that's not its purpose. Its object is to give you the actual facts and specific figures in reference to the gold-mining industry."

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A correspondence school that has got past the stage where it writes, "We beg to call attention to our catalogue which is mailed under separate cover," injects originality into its letter in this way:

"Take the booklet we have mailed you and examine the side notes on Drawing for Profit and Art Training that apply to you individually and then go back over them carefully."

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The reader, even though he may have had nothing more than the most casual interest is certain to finish that letter.

Here is the way a paper manufacturer puts convincing argument into his letter, making it original and personal:

"Take the sheet of paper on which this letter is written and apply to it every test you have ever heard of for proving quality. You will find it contains not a single trace of wood pulp or fillers but is strong, tough, long-fiber linen. Take your pen and write a few words on it. You will find the point glides so smoothly that writing is a pleasure. Then erase a word or two and write them again--do it twice, three or four times--repeated erasures, and still you will find the ink does not blot or spread in the least. This proves the hard body and carefully prepared finish."

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Even if a person felt sure that this same letter went to ten-thousand other men, there would be an individuality about it, a vividness that makes the strongest kind of appeal.

In a town in central Indiana two merchants suffered losses from fire. A few days later, one sent out this announcement to his customers:

"We beg to announce that temporary quarters have been secured at 411 Main Street, where we will be glad to see you and will endeavor to handle your orders promptly."

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The second firm wrote to its customers:

Dear Mr. Brown:

Yes, it was a bad fire but it will not cripple the business. Our biggest asset is not the merchandise in the store but the good-will of our customers--something that fires cannot damage.

Our store does not look attractive. It won't until repairs are made and new decorations are in, but the bargains are certainly attractive--low prices to move the stock and make room for the new goods that have been ordered. Everything has gone on the bargain tables; some of the goods slightly damaged by water, but many of the suits have nothing the matter with them except a little odor of smoke that will disappear in a couple of days. Come in and look at these goods. See the original price mark--you can have them at just one-half the amount.

Very truly yours, [Signature: Smith and Deene] 82

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Here is originality; emphasis is laid on "good will" in a way that will strengthen this "asset." The merchant put a personal element into the letter; gave it an original appeal that made it not only a clever bit of advertising, but proclaimed him a live-wire business man.

Here is the letter sent out by a store fixture manufacturer:

"If one of your salesmen should double his sales slips tomorrow you would watch to see how he did it. If he kept up this pace you would be willing to double his wages, wouldn't you? He would double his sales if he could display all his goods to every customer. That's the very thing which the Derwin Display Fixture does--it shows all the goods for your salesman, yet you don't have to pay him a higher salary."

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A merchant cannot read this letter without stopping to think about it. The appeal strikes home. He may have read a hundred advertisements of the Derwin fixture, but this reaches him because of the originality of expression, the different twist that is given to the argument. There are no hackneyed expressions, no involved phrases, no unfamiliar words, no selfish motives.

And then comes the man-to-man attitude, the letter in which the writer wins the reader's confidence by talking about "you and me." A western firm handling building materials of all kinds entered the mail-order field. One cannot conceive a harder line of goods to sell by mail, but this firm has succeeded by putting this man-to-man attitude into its letters:

"If you could sit at my desk for an hour--if you might listen a few minutes to the little intimate things that men and women tell me-- their hopes, their plans for the home that will protect their families--their little secret schemes to make saved-up money stretch out over the building cost; if you could hear and see these sides of our business you would understand why we give our customers more than mere quality merchandise. We plan for you and give expert advice along with the material."

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There is nothing cold or distant in this letter; it does not flavor of a soulless corporation. It is intimate, it is so personal that we feel we are acquainted with the writer. We would not need an introduction--and what is more, we trust him, believe in him. Make the man feel that you and he are friends.

Write to the average college or university for a catalogue and it will be sent promptly with a stereotyped letter: "We are pleased to comply with your request," and so forth. But a little school in central Iowa makes the prospective student feel a personal interest in the school and in its officers by this letter:

My dear Sir:

The catalogue was mailed to you this morning. We have tried to make it complete and I believe it covers every important point. But I wish you could talk with me personally for half an hour--I wish you might go over our institution with me that I might point out to you the splendid equipment, the convenient arrangement, the attractive rooms, the ideal surroundings and the homelike places for room and board.

Won't you drop me a line and let me know what you think about our school? Tell me what courses you are interested in and let me know if I cannot be of some personal assistance to you in making your plans.

I hope to see you about the middle of September when our fall term opens.

Very cordially yours, [Signature: Wallace E. Lee] President.

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This letter, signed by the president of the institution, is a heart-to-heart talk that induces many students to attend that school in preference to larger, better-equipped colleges.

A large suit house manufacturing women's garments uses this paragraph in a letter in response to a request for a catalogue:

"And now as you look through this book we wish we could be privileged to sit there with you as you turn its pages. We would like to read aloud to you every word printed on pages 4, 5 and 6. Will you turn to those pages, please? Sometimes we think the story told there of the making of a suit is the most interesting thing ever written about clothes--but then, we think Columbia suits are the most wonderful garments in the world."

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The letter creates a feeling of intimacy, of confidence in the writer, that no formal arguments, logical reasons or special inducements could ever secure.

Important as these two attitudes are--the personal appeal and the man-to-man appeal--they can be strengthened manifold by making use of that other essential, the "you" element in letters. The mistake of so many writers is that they think of their interests in the transaction rather than the interests of the men to whom they are writing. It is "we" this and "we" that. Yet this "we" habit is a violation of the first rule of business correspondence. "We are very desirous of receiving an order from you." Of course; the reader knows that. Why call his attention to so evident a fact and give emphasis to the profit that you are going to make on the deal? To get his interest, show him where _he_ will gain through this proposition--precious little he cares how anxious you are to make a sale.

Mr. Station Agent--

Brother Railroader:

As soon as you have told the fellow at the ticket window that the noon train is due at twelve o'clock and satisfied the young lady that her telegram will be sent at once and O.S.'d the way freight and explained to the Grand Mogul at the other end of the wire what delayed 'em, I'd like to chat with you just a minute.

It's about a book--to tell the truth, just between you and me, I don't suppose it's a bit better book than you could write yourself if you had time. I simply wrote it because I'm an old railroad man and telegrapher myself and had time to write it.

The title of the book is "At Finnegan's Cigar Store," and the hero of the fourteen little stories which the booklet contains is Mr Station Agent. The first story in the book, "How Finnegan Bought Himself a Diamond," is worth the price of that ten-cent cigar you're smoking, and that's all the book will cost you.

I know you'll like it--I liked it myself. I'm so sure of it I am enclosing a ten-cent coin card for you to use in ordering it. A dime in the card and postage stamp on the letter will bring you the book by first mail. "Nuff said."

"73" E. N. RICHARDSON.

P. S.--I am enclosing another card for your night operator, if you have one--I'd hate to have him feel that I had slighted him.

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_This letter, sent out under a one-cent stamp to 80,000 agents, pulled 22,000 replies with the money. The writer did not address them individually, but he knew how to flag the interest of a station agent--by working in familiar allusions he at once found the point of contact and made the letter so personal that it pulled enormous results_

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No other appeal is so direct, so effective, as that which is summed up in the words "you," "your business," "your profits," "your welfare." "It costs you too much to sell crockery, but your selling expense can be cut down by utilizing your space to better advantage;" "Your easiest profits are those you make by saving expense;" "Did you ever figure up the time that is wasted in your mailing department by sealing and stamping one letter at a time?"-- these are the letters that will be read through. Keep before the reader _his_ interest. Show him how your proposition would benefit him.

This letter was sent to lady customers by a mail-order house:

Dear Madam:

You want a dress that does not sag--that does not grow draggy and dowdy? Then you want to make it of Linette--the new dress goods.

You have seen the beautiful new look and rich luster charm of a high-priced fabric. You can find this same quality in Linette at only thirty-nine cents a yard, and then--just think--it will stay in your dress through wearing, washing and wetting, and you will be surprised to see how easily dresses made of it may be washed and ironed and what long service the material will give.

Very truly yours. [Signature: Anderson & Anderson]

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In this letter there is not the faintest suggestion of the profits that the writer hopes to make by the sale. A man is going to listen just as long as you talk about him; a woman will keep on reading your letter as long as you talk about her. Shout "You" and whisper "_me_" and your letter will carry home, straight to the heart of the reader.

A capitalized "YOU" is often inserted in letters to give emphasis to this attitude. Here is a letter from a clothing concern:

Dear Madam,

Remember this--when we make your suit we make it for YOU just as much as if you were here in our work roomed and, furthermore, we guarantee that it will fit YOU just a perfectly as if you bought it of an individual tailor. We guarantee this perfection or we will refund your money at once without question, and pay the express charges both ways.

We have tried hard to make this style-book interesting and beautiful to you and full of advantage for YOU.

Your friends will ask "Who made your suit?" and we want you to be proud that it is YOUR suit and that WE made it.

Yours very truly, [Signature: Adams & Adams ]

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And there is yet another quality that is frequently most valuable to the correspondent in making his letter personal. It is the element of news value. News interests him especially when it is information about his business, his customers, his territory, his goods, his propositions. Not only does the news interest appeal to the dealer because of its practical value to him, but it impresses him by your "up-to-the-minuteness" and it gives a dynamic force to your letters.

Tell a man a bit of news that affects his pocket book and you have his interest. Offer to save him money and he will listen to your every word, and clever correspondents in manufacturing and wholesale establishments are always on the alert to find some selling value in the news of the day.

One correspondent finds in the opening of lake navigation an excuse for writing a sales letter. If the season opens unusually early he points out to the retailer just how it may affect his business, and if the season opens late he gives this fact a news value that makes it of prime interest to the dealer. A shortage of some crop, a drought, a rainy season, a strike, a revolution or industrial disturbances in some distant country--these factors may have a far-reaching effect on certain commodities, and the shrewd sales manager makes it a point to tip off the firm's customers, giving them some practical advance information that may mean many dollars to them and his letter makes the reader feel that the house has his interests at heart.

Another news feature may be found in some event that can be connected with the firm's product. Here is the way a manufacturer of stock food hitches his argument onto a bit of news:

"No doubt you have read in your farm paper about the Poland China that took first prize at the Iowa State Fair last week. You will be interested to know that this hog was raised and fattened on Johnson's stock food."

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This is the way a manufacturer of window screens makes capital out of a new product:

"Throw away that old, rusty, stationary fly screen that you used last season. You won't need it any more because you can substitute an adjustable one in its place.

"How many times when you twisted and jerked at the old stationary screen did you wish for a really convenient one? The sort of screen you wanted is one which works on rollers from top to bottom so that it will open and close as easily and conveniently as the window itself.

"That's just the way the Ideal screen is made. It offers those advantages. It was placed on the market only a few months ago yet it is so practical and convenient that already we have been compelled to double the capacity of our factory to handle the growing business.

"All the wood work is made to harmonize with the finish of your rooms. Send the measure of your window and the colors you want and get a screen absolutely free for a week's trial. If you are not perfectly satisfied at the end of that time that it's the most convenient screen you ever used, you need send no money but merely return the screen at our expense.

"The Ideal screen is new; it is improved; it is the screen of tomorrow. Are you looking for that kind?"

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The news element may have its origin in some new feature, some attachment or patent that is of interest to the prospect. A manufacturer of furniture uses this approach effectively:

"The head of my designing department. Mr. Conrad, has just laid on my desk a wonderful design for something entirely new in a dining room table. This proposed table is so unique, so new, so different from anything ever seen before, I am having the printer strike off some rough proofs of this designer's drawing, one of which I am sending you under separate cover."

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This letter is manifestly a "today" product. It wins attention because it is so up to date, and a new article may possess the interest-compelling feature that will lead to an order.

Then there are the letters that tell of the purchase of goods. A retailer puts news value into his letter when he writes that he has purchased the entire stock of the bankrupt Brown & Brown at thirty-eight cents on the dollar and that the goods are to be placed on sale the following Monday morning at prices that will make it a rare sales event. This is putting into the letter news value that interests the customer. It is original because it is something that could not have been written a week before and cannot be written by anyone else.

Then there are other elements of news of wide interest--the opening of a new branch office, the increase of facilities by the enlargement of a factory, the perfecting of goods by some new process of manufacture or the putting on the market of some new brand or line. These things may affect the dealer in a very material way and the news value is played up in the most convincing style. The correspondent can bear down heavily on the better service that is provided or the larger line of commodities that is offered. Search through the catalogue of possibilities, and there is no other talking point that it seized upon more joyfully by the correspondent, for a news item, an actual occurrence or some new development that enables him to write forceful, interest-impelling letters, for the item itself is sufficient to interest the dealer or the consumer. All that is required of the correspondent is to make the most of his opportunity, seize upon this news element and mount it in a setting of arguments and persuasion that will result in new business, more orders, greater prestige.

Making The _Form_ Letter PERSONAL