Chapter 27

_Methods of soliciting trade by mail are not confined to the letter or printed circular. The postal regulations are sufficiently broad to allow a generous leeway in the size and shape of communications that may be sent by mail, and as a result, a new field of salesmanship has been opened by the postal card. Folders, return- postals and mailing cards have become part of the regular ammunition of the modern salesman, who has adapted them to his varied requirements in ways that bring his goods before me "prospect" with an emphasis that the letter often lacks--and sometimes at half the cost_

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The result-getting business man is always asking the reason why. He demands that a method, especially a selling plan, be basically right; that it have a principle behind it and that it stand the microscope of analysis and the test of trial.

There are three reasons why the postal card is a business-getter.

Did you ever pause while writing a letter, sit back in your chair, and deplore the poverty of mere words? Did you ever wish you dared to put in a little picture just at that point to _show_ your man what you were trying to say? Of course you have if you have ever written a letter. That is reason one.

Did you ever watch a busy man going through his morning's mail? Long letters he may read, short letters he is sure to glance through, but a post card he is certain to read. It is easy to read, it is to a degree informal and it is brother to a call on the 'phone. That is reason two.

And the third reason is that no matter what the principles behind it, by actual test it brings the business.

While primarily the postal mailing card is intended to aid the letter in many ways it does what the letter can never do. It can carry a design or an illustration without the least suggestion of effrontery, which a letter can not do without losing dignity. It can venture into clever schemes to cinch the interest. It is the acme of simplicity as means to win an inquiry. And withal it does its work at less cost than the letters.

In general postal mailing cards may be classed as of three types:

1. THE DOUBLE OR RETURN POST CARD. This consists simply of two ordinary post cards attached for convenience in mailing, sometimes closed at the loose edges by stickers but usually left open. The one carries the inquiry-seeking message; the other is for the reply. It is already addressed for returning and contains on the opposite side a standardized reply form to be signed.

2. The two or three or four FOLDER MAILING CARD. This gives greater space and opportunity for cleverness of appeal through design. The third or fourth fold may or may not be prepared for use as a reply card. Instead of providing for the reply in this way, some of these folders hold a separate card by means of corner slots. In any case they fold to the size of the ordinary postal and are held by a stamp or sticker.

3. ILLUSTRATED PERSONAL LETTERS. These are in effect simply letters printed on heavier stock which fold into post card size. Their advantage lies in the opportunity for illustration and an outside design or catch phrase to win attention. In some cases they are even filled in exactly in the manner of a form letter.

Which of these forms is best suited to your uses is a matter which the nature of your proposition and your method of selling must determine. Whether you want to tell a long story or a short one, whether you want it to serve merely as a reminder or as your principal means of attack, these and other points must guide you. So to help you determine this, it is best to consider the post card here on the basis of its uses. There are four:

1. To get inquiries.

2. To _sell_ goods; to complete the transaction and get the order just as a letter would.

3. To cooperate with the dealer in bringing trade to his store.

4. To cooperate with the salesman in his work on dealer or consumer.

Inquiries may be inspired in two ways--either by using a very brief double card or folder which tells just enough to prompt a desire for more information or by a post card "letter" series which works largely on the lines of letters enclosed in envelopes. In the first instance the card or folder resorts to direct pertinent queries or suggestions of help that impel the reader to seek more details.

An addressing machine manufacturer, for instance, sends his "prospects" a double folder with a return post card attached This message is little more than suggestive:

"Do you know that there is one girl in your addressing room who can do the work of ten if you will let her? All she needs is a Regal to help her. Give her that and you can cut nine names from your pay roll today. Does that sound like good business? Then let us tell you all about it. Just mail the card attached. It puts you under not the slightest obligation. It simply enables us to show you how to save some of your good dollars."

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Such a card is virtually an inquiry-seeking advertisement done into post card form to insure reaching the individual. And for this reason it may be well to carry a design or illustration just as an advertisement would. A life insurance company has made good use of a post card folder, building it up around its selling point of low cost. The outside bears a picture of a cigar and the striking attention-getter "At the cost of Your Daily Smoke--" the sentence is continued on the inside"--you can provide comfort for your family after you are gone, through a policy." Then follows enough sales talk to interest the prospect to the point of urging him to tear off and send the return card for full information.

Many propositions can be exploited in this way. In other instances a much more complete statement must be made to elicit a reply. Here the illustrated personal letter comes into use. And it is significant that in a number of specific cases these letters in post card form have been far more productive of inquiries than ordinary letters on the same proposition. Their unique form, the accompanying illustrations, by their very contrast in method of approach, prompt a reading that the letter does not get.

Postal mailing cards may be used in two ways--either as a campaign in themselves or as steps in a follow-up series. They are especially good when your selling plan permits of goods being sent on approval or a free trial basis. Then you can say, "Simply drop the attached order card in the mail box and the goods will come to you by first express."

A publishing house has sold thousands of low priced books on this basis, using merely a double post card. One section carries to the prospect an appealing description of the book and emphasizes the liberality of the offer. The return card bears a picture of the book itself and a clearly worded order, running something like this, "I will look at this book if you will send it charges prepaid. If I like it, I am to remit $1.00 within five days. If not, I am to return it at your expense." There can be no misunderstanding here. The simplicity of the card scheme itself appeals to prospects and brings back a big percentage of orders.

A variation of the use of the postal as a direct sales medium is the employment of it to secure bank savings accounts.

A banking house in Chicago sent out folders to a large mailing list of property holders and renters in all parts of the city. As a special inducement to establishing savings accounts, this house offered each person, who returned an attached card, a small metal savings bank free, which could be kept in the home for the reception of dimes and nickels until filled--this small bank to be returned at intervals to the bank for the establishment of a permanent savings account. On the return card enclosed was a promise to send to the inquirer's home one of those small banks absolutely without cost to the receiver. Here the simplicity of the scheme and method of proposing it again brought large returns.

One manufacturer of dental cream sends out free samples upon request. The tube is wrapped in pasteboard, which proves to be a post card ready for signature and stamp--inviting the recipient to suggest the names of friends to whom samples can be sent. Some concerns offer to send a free sample if names are sent in but this firm has achieved better results by sending the sample to all who ask and then diplomatically inviting them to reciprocate by furnishing the names of their friends.

Several large hotels have found valuable advertising in post cards that are distributed by their guests. These cards are left on the writing tables with an invitation to "mail one to some friend."

A St. Louis restaurant keeps a stack of post cards on the cashier's desk. They are printed in three colors and give views of the restaurant, emphasizing its cleanliness and excellent service. Every month hundreds of these are mailed out by pleased customers and as a result the restaurant has built up a very large patronage of visitors--people from out of the city who are only too glad to go to some place that has been recommended to them.

A most unusual use of post cards appeared in a St. Louis street car. A prominent bondseller had arranged an attractive street car placard, discussing briefly the subject of bonds for investment purposes. In one corner of this placard was a wire-stitched pad of post cards, one of which passengers were invited to pull off. The card was mailable to the bondseller, and requested a copy of his textbook for investors. The prospect who sent the card was of course put upon the follow-up list and solicited for business. Here, again, the uniqueness appeals to the public.

As a cooperator with a letter follow-up, the card or folder is effective, because it introduces variety into the series, sometimes furnishing just the touch or twist that wins the order.

In the follow-up series the double folder becomes especially adaptable, because of its simplicity. It usually refers to previous correspondence. For example, one suggests: "You evidently mislaid our recent letter. Since its message is of such vital interest to your business--" The remainder of the message is given up to driving home a few of the fundamental points brought out in the previous letters. Simple directions for filling out an attached return card are added.

One double post card, used as a cooperator with a follow-up, calls attention to a sample previously mailed, asking a careful comparison of the grade of material and closes with a special inducement to replies in the form of a discount for five days.

Return cards, employing the absolute guarantee to insure confidence of fair dealing give clinching power. Here is a sample:

Gentlemen:--Please send me a ____ case for trial. It is clearly understood in signing this order that the shipment comes to me all charges prepaid and with your guarantee that you will promptly cancel the order, in case I am in any way dissatisfied.

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A space is left at the bottom of the card for the person ordering to sign name and address.

Again the post card serves a similar purpose as a cooperator with the salesman. Often between calls the house makes a special inducement to sales.

Here, either double post cards or folders give the advantage of simplicity; the return card offering a powerful incentive to immediate action on the part of the customer. The return card indicates to the house that the customer is interested and a salesman is called back to handle the order.

One manufacturer, through use of the folder and card, wins a clever advantage for his salesmen. An attractive folder, with numerous illustrations, gives a fairly complete description of the firm's product. Enclosed with the folder is a return card bearing the form reply, "Dear Sirs: I am interested in ----. Please mail me a picture catalog of ----." And a space is left with directions for filling in name and address of the person replying.

These cards when received are carefully filed and from them the salesmen gauge their calls on the prospects. Here the advantage to the salesman is obvious, since his personal call assumes the nature of a favor to the prospect.

From time to time, mailing folders or double post cards, are mailed between calls of the salesman, and serve to keep the proposition warm in the mind of the prospect.

Usually the postal or folder is a valuable aid in sending trade to the dealer. One manufacturer to stimulate business by creating orders for his retailer, sent out an elaborate series of mailing cards to the retailer's customers. Enclosed with the folder were leaflets giving special features in the stock, which added value to the sales letter. Handsomely engraved cards guaranteeing the material were also enclosed as a suggestion that the customer call on the retailer and the retailer's private business card was inserted.

A western coffee dealer used mailing folders on lists of consumers supplied him by retailers. Attractive designs on the outside of the folder create interest and put the consumer's mind in a receptive condition for considering the sales arguments embodied in the personal letter feature of the folder.

A manufacturer of a contrivance for applying special paints builds an approach for the dealer's salesman with postal folders. The design on the outside of the folder indicates the simplicity with which the appliance may be operated. The sales letter inside gives minute directions for using the machine and calls attention to particular features by reference to the demonstration on the outside. As an entering wedge to orders, the letter offers a free trial and suggests that a salesman make a practical demonstration.

The manufacturer has his dealer sign every letter and the return card enclosed gives only the address of the dealer.

A varnish concern sent to a large mailing list a series of illustrated letters describing the use and advantage of its products. They appealed to the consumer and built up a trade for the local dealer. Each letter contained both a return post card, addressed to the local dealer and a small pamphlet showing various grades of the varnish. The result of this follow-up system was twenty-five per cent more replies than the same number of envelope letters.

One of the most successful campaigns ever conducted to introduce a new cigarette depended entirely upon postal letters. A series of five or six of these--well nigh masterpieces of sales talk--created the desire to try the product. Enclosed with each folder was a card bearing a picture of the distinctive box in which the cigarettes were sold, so that the prospect could recognize it in the dealer's store.

In another instance a book publisher created a demand for a new novel by mailing a series of single post cards bearing illustrations from the book. In this case the element of mystery was employed and the real purpose of the cards was not divulged until five or six had been sent and the book was ready to go on sale.

Whatever variety of card, folder or letter you choose to use, these features you should carefully observe: the style of writing and the design and mechanical make-up.

The effectiveness of the mailing folder must depend upon the combination--ideas of attractiveness, simplicity and careful use of the personal letter feature. It must command attention by a forceful, intelligent approach. It must stand out sharply against the monotonous sameness of the business letter.

The folder's appearance should be in accord with the class or type of men it goes to meet. Its approach should contain sincerity, purpose, and originality. Originality in shape hardly serves the purpose, because of the ridicule unusual shapes may give the proposition. The originality should be in the illustrations or catch phrases.

This illustrative feature is all important because it virtually plays the part of the initial paragraph of the letter--it makes the point of contact and gets the attention. It corresponds to the illustrated headline of the advertisement. No rules can be laid down for it as it is a matter for individual treatment.

Colors that create a proper condition of mind through psychological effect must be taken into consideration in the attention-getting feature of the folder. There are certain color schemes which are known to create a particularly appropriate condition of mind. For instance, where quick action is wanted, a flaring color is effective. Where pure sales arguments count most in stating a proposition, blacks and whites have been found the most adequate. Soothing colors, such as soft browns and blues, have been found to appeal to the senses and serve to insure additional interest through a pleasant frame of mind.

The right impression once gained, the style of the reading matter must make the most of it. Many have hesitated to use the postal or folder because they fear for a certain loss, through lack of dignity, where the proposition demands an especially high-class approach. But to some folders, especially of the letter variety now in use, no such criticism could possibly be offered. Really fine samples of these letters bear outside illustrations from photographs or the work of the best artists. Their appearance outside and inside is given every possible attention to create the impression of distinct value. An appeal to the senses, as in the use of pleasing colors, is a feature of their make-up.

The personal letter inside is perfect in details of typography; it is carefully filled in with prospect's or customer's name; care is taken to see that the filling-in process matches the body of the letter and a personal signature is appended to give a more intimate appeal.

The cost of these folders, because of the high grade of reproduction and the art work, runs considerably above the usual business-getting letter of one-cent mailing. The lowest class of these folders cost approximately the same as the usual letter under two-cent mailing. Any addition of special art work increases their cost proportionately, but the expense is frequently justified.

These illustrated letters depend upon their power of suggestion, through graphic illustration and design, and upon the personal idea of the letter used for getting business. Few enclosures, other than the return card, or reminder card, for filing purposes, are used.

One physician, especially anxious of promoting a new remedy, sent out mailing folders describing his remedy and offered an absolute guarantee of results before payment. The return card enclosed with this folder was engraved with the name and address of the physician above and underneath his absolute guarantee. Because the campaign was so unusual, it produced unexpectedly large returns.

Here, as in the usual business-getting letter, careful attention is given to details. The importance of attracting attention in the first paragraph by careful expression, followed by the creating of desire in the mind of the customer or prospect and the adding of conviction--and finally, the use of reason that compels action cannot be emphasized too strongly.

A more appealing letter could scarcely be written than the following, used in the cigarette campaign previously mentioned. The outside of the folder carried an appropriate drawing by one of the best American artists and the whole folder gave an impression of the highest quality. Note the easy style, designed to catch the reader as he first opens the folder and carry him along fascinated to the end:

Dear Sir:

[Sidenote: Attention-getter; natural and effective. Explanation clear, and a desire is created through promise.]

Turn back in your mind for one minute to the best Turkish cigarette you ever smoked.

If you remember, it was not so much that the cigarette was fragrant, or that it had a particular flavor, or aroma, or mildness, that caused it to please you--it was the combination of all these qualities that made it so delicious.

This means that the perfection of that cigarette was in the blend, the combination of rare tobacco, each giving forth some one quality.

We have worked out a blend that produces a Tobacco Cigarette which satisfies _our_ ideal at least.

We call the cigarette made of this brand PERESO. We make no secret of the kind of tobacco used--the exact proportion and how to treat the rare leaves is our secret.

To get a perfect aroma, we must take ---- Tobacco: young sprigs of yellow so soft that the Turks call it "Golden Leaf."

We use ---- leaves for their flavor; they have marvelous fragrance as well a delicate mildness.

[Sidenote: Giving conviction by details.]

To get each of these tidbits of Tobacco into perfect condition, so that their qualities will be at their prime when blended, is our profession. The PERESO cigarette is the result.

[Sidenote: Suggesting immediate action.]

Touch a match to a PERESO cigarette after luncheon today. You will be delighted with its exquisite aroma, its fleeting fragrance and delicate mildness.

[Sidenote: Strength in clincher lies in absolute guarantee.]

If it is not better than the best cigarette you have ever smoked, allow us the privilege of returning the fifteen cents the package cost you. The original box with the remaining cigarettes, when handed to your dealer, will bring the refund.

Will you Join us in a PERESO cigarette today?

Very truly yours. [Signature: Adams & Adams]

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Enclosed in this folder next to the letter was a card bearing a picture of the cigarettes in their box. At the bottom of the folder, underneath the letter, was the phrase: "All good dealers--fifteen cents a package."

With the mailing card, as with the letter, guarantees, free trial offers and the like, help to strengthen the close of the proposition, win the confidence and bring back the answer.

For example, a large watch company, wishing to appeal to a class of customers who had previously been listed and whose financial standing made its proposition secure, sent out folders signed by department heads asking the privilege of mailing a watch for examination and trial. The letter, which carefully described the advantages of the watch over other watches sold at similar prices, offered this trial without any cost to the prospect, only asking that if the watch suited his needs a draft be mailed to the company. The return card in this case contained an agreement by the firm to hold the prospect in no way obligated to the company, except through purchase. Before returning the card to the company, the prospect was required to sign it, agreeing that, after a trial, either the watch or the money should be sent in.

Before you enter upon the use of mailing cards, be sure you understand the postal regulations regarding them. They are not complicated, but more than one concern has prepared elaborate folders only to be refused admittance to the mails because they did not follow specifications as to size and weight.

Postal laws require that all cards marked "Post Cards" be uniform in design and not less than three and three-fourths inches by four inches and not more than three and nine-sixteenths inches by five and nine-sixteenths inches in size. This means that all return cards, whether enclosed or attached, must be within authorized sizes to allow a first class postal rating.

Making It _Easy_ For the PROSPECT to _Answer_