Chapter 24

_Comparatively few propositions can be sold in the first letter; in most campaigns it is enough to stimulate a man's interest and get him to reply. This chapter gives specific schemes that have proved successful in pulling answers--in making an opening for the heavy artillery of the follow-up_

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Think what a problem you would have if you started out as a salesman to sell a certain article with no definite idea of where to find your prospects. You might interview a hundred men before you found one who was interested. That would be pretty slow and pretty expensive selling, wouldn't it?

And think what it would mean if you were to send out broadcast a thousand expensive booklets and follow-up letters only to receive one reply from the one man with whom you effected a point of contact. That, too, would be a prohibitively costly method of selling.

Yet one or both these methods would in many cases be necessary were it not for the inquiry-bringing letter. The inquiry letter is a "feeler"--the advance agent of the selling campaign. It goes broadcast to find and put its finger on the man who is interested or who can be interested, and his reply labels him as the man whom it is worth while for your salesman to see, or, who is at least worth the expense and endeavor of a follow-up series.

The inquiry letter is like the advertisement which asks you to send for a catalogue or booklet. The advertisement writer believes that if you are interested enough to write for the booklet, you will be interested enough to read his sales letters, and possibly become a purchaser. It is the same with the inquiry-bringing letter. It is simply a sieve for sifting out the likely prospects from the great mass of persons, who for many reasons cannot be brought around into a buying mood concerning your proposition.

The great advantage of the letter which induces the recipient to express his interest in an inquiry, is that you not only make him put himself unconsciously under an obligation to read further details, but you give time for the thoughts that you have started to get in their work.

The fact that a man has decided to ask for more information and has put that decision in writing is of considerable psychological value.

The one thing the salesman hopes to find, and the one thing the letter writer strives to create, is a receptive mood on the part of his prospect. The moment a man answers the inquiry-letter, he has put himself into a frame of mind where he waits for and welcomes your subsequent sales talk.

He looks forward with some interest to your second letter. At first there was just one person to the discussion. Now there are two.

In this respect the letter is like the magazine advertisement. Give all the details of a $500 piano in an advertisement of ordinary size, quoting the price at the close, and it is extremely unlikely to bring the reader to the point of deciding that he will buy the piano. It is better to deal with some point of interest about the piano and offer a fine piano book free.

And right here it is worthy of mention that interesting books with such titles as "How to Select a Piano," "How to Make Money in Real Estate," "Bank Stocks as an Investment," or "The Way to Have a Beautiful Complexion," make letters as well as advertisements draw inquiries of a good class.

In other words, offer an inducement, give your man a _reason_ for answering.

When you have written a letter calculated to draw inquiries, put yourself in the position of the man who is to get it and read it through from his standpoint. Ask yourself whether _you_ would answer it if you received it. Test it for a reason, an inducement, and see if it has the pulling power you want it to have.

If you are offering a book, for example, impress the reader with the real value of the book, magnify its desirability in his mind. A paper company does this admirably when it writes:

"The new Condax specimen book is a beautiful thing--not a mere book of paper samples, understand, but a collection of art masterpieces and hand-lettered designs, printed with rare taste on the various kinds of Condax papers. Many have told us it is the finest example of printing they have ever seen come from the press.

"We feel sure you would treasure the book just for its artistic merits, but we are not sending you one now because there is such a tremendous demand for it that we do not like to chance having a single copy go astray and we want yours to reach you personally. We are holding it for you and the enclosed card will bring it, carefully wrapped, by return mail."

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Of course such a book must be designed to do the proper work when it gets into the hands of the reader.

It is a mistake to tell a great deal in the inquiry-bringing letter, unless you can reasonably hope to close a sale. A man will act on impulse in ordering a dollar article, but he isn't likely to be impulsive about an insurance policy. If you give him the entire canvass on an insurance policy at the first shot, it will have to be of extraordinary interest and convincing power to close the sale. The subject is new. The prospect has not had a chance to think over the facts. He is suspicious of your power; afraid of hastiness on his own part. He is likely to give himself the canvass and decide "No," before giving you any further chance.

Appeal to curiosity. Arouse interest and leave it unsatisfied.

Remember that your inquiry letter is a definite part of your campaign. Therefore it must be consistent with what is to follow and must pave the way naturally for it. Seek replies only from those who can use and can afford to buy the article you have to sell.

A maker of a specialty machine got out an inquiry letter along this line:

"If you are tired of a salaried job, if you want to get into a big-paying, independent business of your own. I have a proposition that will interest you."

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Of course he got a big percentage of replies, for what man does not want a big-paying, independent business of his own? But when in his follow-up letter he stated his proposition, offering state rights to his machine for $5,000, he shot over the heads of 99 per cent of the men who had answered his first letter. His inquiry letter had completely failed of its purpose. It was not selective, it was general.

Dear Sir:

I should like to have you consider buying the enclosed series of talks on advertising for use in your paper.

I am an expert advertising man and I have spent a great deal of time and energy on these talks. I know that they will produce results that will be very satisfactory to you for they are based on the real experience of an expert.

The price of these talks--that is, the right to use the talks and illustrations in your city--is $15, which you must admit is dirt cheap, considering the quality of the matter.

All the progressive publishers are jumping at the chance to get these talks at the low price I am quoting them.

If you do not accept my offer, one of your competitors will certainly do so, and you will lose prestige.

Hoping to hear from you at once and promising careful attention to your valued favors, I am

Truly yours, [Signature: G. L. Lawrence]

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_This letter has an unfortunate beginning. The writer starts by considering his own interests rather than those of the publisher. It is not tactful to begin with "I want-to-sell-you-something" talk. The second paragraph is merely an egotistic statement. No facts are furnished to impress the publisher. In the third paragraph price is introduced before desire is created. The fourth paragraph is a palpable boast that will not be believed and an insinuation that the publisher addressed may not be progressive. The suggestion about the competitor is likely to arouse antagonism. The close is hackneyed and the entire letter is rather an advertisement of the writer's inability rather than of his ability_

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Do not deceive. Nothing is gained by deception in a high grade venture. Your offer to give away a first-class lot in a first-class suburban real estate campaign will make a good class of readers suspicious of you. And though you may get many inquiries from those who are looking for something for nothing, the chances are that the inquiries will be of a very poor quality. Better get two per cent of first-class prospects than ten per cent that will only waste your time. You must not forget that it costs money to solicit people either by mail or by salesmen.

HOW TO INCREASE YOUR ADVERTISING RECEIPTS

[Sidenote: Heading and first sentence introduce a subject of vital interest to publishers.]

What would it be worth to you to have a dozen more local advertisers buying your space regularly?

[Sidenote: Facts and arguments which show that the writer knows conditions.]

How much money would it mean to have in the paper regularly just a few of those who advertise poorly and spasmodically for a short time, then drop out and whine that "advertising doesn't pay?"

[Sidenote: As he has had such wide experience he understands the situation and his words carry conviction--touch a tender spot with every publisher.]

I know your problems. I have had soliciting experience as well as broad copywriting experience. I served three years on the advertising staff of THE BALTIMORE NEWS--the paper for which Mr. Munsey recently paid $1,500,000. I know how hard it is to get a certain class of local advertisers started. I know how hard it is to keep them going after they once start. Of course YOU know why some advertisers come in the paper but won't stay. They can't see where their money comes back, AND THE PLAIN TRUTH IS THAT OFTEN IT DOESN'T COME BACK simply because these advertisers don't advertise intelligently.

Your solicitors are not all skillful copywriters. Soliciting ability and copy-writing ability rarely go together. Even if your solicitors were all good copy-writers, they wouldn't have time to study each advertiser's proposition exhaustively.

But if you expect to keep your advertising receipts up to the high-water mark, you can't always do ALL SOLICITING and NO HELPING. You must assist the advertiser to get the full value of the money he spends with you. How? This letter answers the question.

[Sidenote: Clear and logical.]

Read the attached SECRETS OF SUCCESSFUL ADVERTISING. They are short, but they are interesting and they are practical. Note the plain examples of the good and the bad. These talks will encourage advertisers to begin and will help those who come in to get the worth of their money. If you sent all of your customers and prospective customers a book on Advertising--even if a suitable one were available--it might insult some. Perhaps only a few would read it thoroughly. Besides, it would probably cost you a hundred dollars.

These short talks can be used on days when you are not pushed for space. You can see that they look readable. They can be read in a minute or two. The cost is insignificant, considering the results that are sure to come from this campaign of education. Suppose only two or three new patrons came in as the result; you would get back your little investment over and over. Who will educate your customers and prospective customers if you don't?

[Sidenote: An effective, confident close that commands respect and consideration.]

I do not urge you. Just read the articles. I know what you, as a progressive publisher, will think of them. Let me hear from you as soon as convenient, for if you do not want the service, I shall want to offer it elsewhere. You are the only publisher in your city to whom I am now offering the service. I enclose stamp for the return of the sheets in the event that you do not keep them.

Yours for more and better advertising. [Signature: M. B. Andrews]

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The question of how to open your inquiry letter is a big one. Good beginnings are as varied as the proposition which the letter presents.

The straight question usually commands attention. "Do you get the best price for your goods?" "Are you securing all the advertising patronage to which you are entitled?" "Couldn't you use an extra pair of good trousers?" "Do you collect 98 per cent of your accounts?" Openings of this kind rivet attention.

With some letter-writers, the direct command style of opening is popular: "Get more advertising. How? This letter answers the question." "Wear tailor-made clothes at the price of ready-made." "Make your money earn you six per cent." If these openings are chosen with the care that the advertising man uses in selecting headings for advertisements, attention will be secured.

Gentlemen:

Your easiest profits are those you make by saving expense.

There is one way you can save rent; save wages; save damage to samples and still sell more goods.

Install a Patent Extension Display Rack in any department you like-- picture, linen, notions, sporting goods, etc., and you will add 30 square feet of display for every foot you use. You will enable one salesman to do the work of two. You will save the time your salesmen now spend in getting out goods and putting them away. You will prevent the samples from becoming soiled.

Don't take the trouble to write us a letter, just pencil on the foot of this the name of the manager of the department you would like to begin with, and we will explain all about these display racks to him.

Yours very truly, [Signature: Smith and Deene]

P.S. Marshall Field & Co., of Chicago, bought the first Extension Display Rack we sold and they have been buying ever since. Their last order just received amounts to nearly a thousand dollars. Can you afford not to investigate?

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_The reference to easy profits at once interests every business man and the method of saving rent, saving wages and increasing sales is certain to be investigated. The third paragraph presents good argument--short and to the point. The letter is extremely easy to answer--just a few words with a pencil and that is all. Proof of the merit of the article in its satisfactory use by a large wholesale house is cleverly brought out in the postscript_

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Another good way to win the interest of the prospect is to offer to help him in his buying in some specific way. A firm selling diamonds by mail, for instance, does it in this fashion:

"Unless you are an experienced judge of precious stones, it is almost impossible to buy a diamond at random and be certain of getting value for your money. But you need not take chances. Our best expert has written a booklet telling just how to determine diamond value, how to detect flaws, and explaining the choicest cuttings. Whether or not you buy of us, this little book will be of inestimable value to you in buying stones. We will be glad to send you a copy for the asking."

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Still other writers follow the declarative form of opening. "Allison Preferred has advanced to 106 in a week." "Yesterday we sold for $10,000 cash a property that was put in our hands only Tuesday." But inasmuch as the declarative form lacks a little of the inherent interest of the question or the command, it should deal with some point of particular "interest value" to the class addressed.

Style and interest value are just as important in the letter that is to draw an inquiry as in the letter designed to make a sale. Some think that just because a letter is fairly certain to reach a man if properly addressed, it is easy to get a reply. Far from it. Unless there is a good reason for a man answering a letter, he isn't going to do it.

Suppose that a furniture dealer, on receiving a new stock of furniture, writes a letter like this to a list of several hundred women:

"Our fall stock of furniture arrived on Saturday and is now on exhibition on our third floor. The showing is unsurpassed. Here you will find something to suit you, whether you wish oak, mahogany, walnut or birch. We invite you to pay us a call."

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Some who would probably have come anyway may come in response to such a letter or may write for special information. But a letter of this kind is sure to bring results:

Dear Mrs. Brown:

I remember that when you purchased the mahogany bed last March you expressed a desire to buy a dresser that would match. In the new lot of furniture that we put on our floors only yesterday are several dressers that would match your piece perfectly. Come in and see them. I should like you to see also the dressing tables and chairs that match your dresser, even if you are not ready just now to get an entire set.

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The first letter has little point to it. The second has personality and interest, and if signed by the salesman that sold the first piece of mahogany, is certain to bring the customer in if anything would.

A strong method of closing letters of this sort is to have final paragraphs of this style: "May we tell you more? This won't put you under the least obligation. If we can't show you that it is to your interest to take up this matter, it is our fault--not yours. Mail the card now and let us put all the facts before you."

A post card or a postal card should be enclosed in all inquiry- bringing letters. The request for further details should be printed, so that the prospect has only to sign his name and mail the card. In other words, make it easy for the prospect to answer. Another thing, don't print anything on the card that will make it appear that the prospect is committing himself. Paragraphs of this sort have proved effective: "Without committing myself, I give you permission to furnish me full information about the subject mentioned in your letter."

The card method is particularly good if the inquiry is to be followed up by a solicitor, for the card may be sent conveniently to the solicitor who will take it with him when he calls. It sometimes pays to have all the inquiries from a territory sent on cards addressed to a certain solicitor, though the inquirer may think at the time of inquiring that the one whose name appears on the card merely is the correspondent that wrote the letter. The advantage is that a prospect who sends in a card addressed to "Mr. H. E. Carrington, care of the Smith Publishing Company," has seen Mr. Carrington's name. When Mr. Carrington calls, the inquirer is sometimes flattered to think that the gentleman has been sent from the home office. As he has written a card to Mr. Carrington, he cannot with good grace deny an interview.

The man who writes and offers to do something without putting the least obligation on the inquirer who accepts the offer is hard to turn down. A writer of advertisements, after a courteous criticism on advertisements that he doesn't like, closes in this way: "I think I can show that it is to your interest to use some copy of my construction. If I can't, certainly it won't be your fault. May I show you what I think is a more profitable way of advertising these goods? If when you see my copy you are not more than satisfied to pay my bill, there won't be any ill-feeling on my part. The decision will rest with you."

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THE INQUIRY BRINGING LETTER

WHAT IT MUST DO STIMULATE INTEREST AWAKE DESIRE FOR FURTHER INFORMATION GIVE REASON FOR ANSWERING MAKE INDUCEMENT FOR ANSWERING PAVE WAY FOR FOLLOW UP CALL FOR IMMEDIATE ACTION

WHAT IT MUST NOT DO AROUSE IDLE CURIOSITY CREATE EXAGGERATED IDEAS GIVE FULL PARTICULARS MISREPRESENT PROPOSITION WASTE ARGUMENTS CLOSE WAY FOR FURTHER LETTERS

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A townsite company, selling town lots by mail, uses a device that gets replies when ordinary requests would be disregarded. As the close of a three-page form letter this paragraph is used:

"We enclose letter that the railway company wrote us. Please return it in the enclosed stamped envelope, and tell us what you think of our plan."

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The next sheet following is a facsimile letter from a prominent railway official commending the plan, so making it easy for the prospect to add a few words of commendation.

This is a clever scheme to coax a reply out of the prospect--and it is certain that he carefully reads the letter from the railroad company before he returns it. No matter what the nature of his letter it gives an opportunity for a personal reply.

A clothing manufacturer has an effective method of drawing out a fresh inquiry or indication of interest from his mailing list by inquiring what satisfaction the reader got out of the last suit ordered, asking a criticism of service if the buyer has any to make, saying that anything that was wrong will be made right.

Writers of investment letters have found that it pays to emphasize the fact that only a small lot of stock is available. If the letter leads the prospect to believe that barrels of the stock will be sold, the effect will be prejudicial. The "limited quantity" idea is effective in selling other things.

An investment letter that brought good results where the signer of the letter knew all those to whom the letter was sent made the statement that four or five shares of stock had been put aside for the prospect. Practically no more information was given in the letter, but full information was offered on receipt of request. The request gave opportunity for the salesman to call. This "putting aside" idea may be applied to clothing and other commodities. Its efficiency lies in the fact that it gives a definite point to the letter.

In the letter that angles for an inquiry, do not tell too much. Whet the appetite and arouse the curiosity. Make them hungry to learn all about it, make them come back like Oliver Twist and ask for more. But it is fatal to paint a proposition in such brilliant colors that there is a chance for disappointment when the prospect gets his additional information. Nor should an offer of a free booklet or free samples be made so alluring that the letter will be answered out of idle curiosity when the recipient is really not a prospect at all.

Schemes without number can be devised to get a reply and only enough should be put in such a letter to stimulate a reply, saving up the real arguments and the big talking points for the letter that aims on getting the actual order.

How To _Close_ Sales By LETTER