Chapter 28

_The mere physical effort of hunting up pen and paper by which to send in an order for_ SOMETHING HE REALLY WANTS, _deters many a prospect from becoming a customer_.

_The man who sells goods by mail must overcome this natural inertia by reducing the act of sending in an order or inquiry to its very simplest terms--by making it so easy for him to reply that he acts while the desire for the goods is still upon him. Here are Eighteen Schemes for making it easy for the prospect to reply--and to reply NOW_

* * * * *

There are few propositions so good that they will sell themselves. A man may walk into a store with the deliberate intention of buying a shirt, and if the clerk who waits on him is not a good salesman the customer may just as deliberately walk out of the store and go to the place across the street. Lack of attention, over-anxiety to make a quick sale, want of tact on the part of the salesman--any one of a dozen things may switch off the prospective customer although he wants what you have for sale.

Even more likely is this to happen when you are trying to sell him by mail. He probably cares little or nothing about your offer; it is necessary to interest him in the limits of a page or two and convince him that he should have the article described.

And even after his interest has been aroused and he is in a mood to reply, either with an order or a request for further information, he will be lost unless it is made easy for him to answer; unless it is almost as easy to answer as it is not to answer. A man's interest cools off rapidly; you must get his request for further information or his order before he picks up the next piece of mail.

It is a daily experience to receive a letter or a circular that interests you a little--just enough so you put the letter aside for attention "until you have more time." Instead of being taken up later, it is engulfed in the current of routine and quickly forgotten. Had the offer riveted your attention strongly enough; had the inducements to act been forceful; had the means for answering been easy, you would probably have replied at once.

Make it so easy to answer that the prospect has no good reason for delaying. Make him feel that it is to his interest in every way to act AT ONCE. Do the hard work at your end of the line; exert yourself to overcome his natural inertia and have the order blank, or the coupon or the post card already for his signature. Don't rely upon his enthusing himself over the proposition and then hunt up paper, pencil and envelope; lay everything before him and follow the argument and the persuasion with a clincher that is likely to get the order.

In making it easy to answer, there are three important elements to be observed. You must create the right mental attitude, following argument and reason with a "do it now" appeal that the reader will find it hard to get away from. Then the cost must be kept in the background, centering attention on the goods, the guarantee, and the free trial offer rather than upon the price. And finally, it is desirable to simplify the actual process--the physical effort of replying.

The whole effort is wasted if there is lacking that final appeal that convinces a man he must act immediately. Your opening may attract his attention; your arguments may convince him that he ought to have your goods; reason may be backed by persuasion that actually creates in him a desire for them, but unless there is a "do it this very minute" hook, and an "easy to accept" offer, the effort of interesting the prospect is wasted.

* * * * *

SCHEME 1--A SPECIAL PRICE FOR A LIMITED PERIOD

The most familiar form of inducement is a special price for a limited period, but this must be handled skillfully or it closes the gate against an effective follow-up. The time may be extended once, but even that weakens the proposition unless very cleverly worded; and to make a further cut in price prompts the prospect to wait for a still further reduction.

* * * * *

BETTER LOOK AGAIN AND SEE IF YOU HAVE SIGNED YOUR NAME AND WRITTEN YOUR TOWN AND STATE PLAINLY. WE GET LOTS OF ORDERS EVERY YEAR THAT WE CAN'T FILL BECAUSE THE ADDRESS IS INCOMPLETE OR ILLEGIBLE. IT IS BEST TO BE ON THE SAFE SIDE AND WRITE YOUR NAME AND ADDRESS SO PLAINLY THAT THERE CAN BE NO POSSIBLE MISTAKE. DID YOU?

YOU DON'T HAVE TO USE BETTER KEEP AN THIS ORDER SHEET. YOU O R D E R S H E E T EXACT COPY OF THIS CAN ORDER ANY OLD WAY ORDER FOR FUTURE YOU LIKE. BUT USING THIS REFERENCE. WILL SAVE US BOTH SOME BOTHER

* * * * * BE SURE TO ALWAYS SIGN THE MORE CAREFUL YOU ARE KEEP A COPY OF YOUR NAME AND ADDRESS. TO FILL OUT THE FOLLOWING THE ORDER AND IF WE GET LOTS OF ORDERS BLANKS CAREFULLY AND YOU DO NOT HEAR WITH NO SIGN OF NAME CLEARLY, THE MORE CERTAIN FROM US IN A OR ADDRESS. IF YOUR WE ARE TO GET YOUR ORDER REASONABLE SHIPPING STATION IS FILLED PROMPTLY AND LENGTH OF TIME, DIFFERENT FROM YOUR CORRECTLY. WE'RE ALL LONG WRITE US AND POST OFFICE BE SURE RANGE MIND READERS AND TELL US JUST TO GIVE BOTH CAN GENERALLY PUZZLE OUT WHAT YOU ORDERED HOW AN ORDER IS MEANT TO AND WHEN YOU BE BUT IT TAKES LOTS OF ORDERED IT GUESS WORK

VALUE OF ORDER $ |cents DATE_______ ---------------------------|--- NAME____________________________ PAID BY P.O. MONEY ORDER | STREET OR RURAL ROUTE___________ PAID BY EXP. MONEY ORDER | POST OFFICE_____________________ PAID BY DRAFT | COUNTY__________________________ PAID By CHECK | SHIPPING STATION________________ PAID IN CURRENCY | WHAT RAILROAD PREFERRED_________ PAID IN SILVER | WHAT EXPRESS CO PREFERRED_______ PAID IN STAMPS | TOTAL AMOUNT PAID | MARK IN SQUARE WHICH WAY YOU WANT ------------------------------- THIS ORDER SENT___MAIL__EXPRESS PLEASE DON'T WRITE IN THIS SPACE __FREIGHT OPENED BY_____BOOKED BY_____ O'K'D BY______TAGGED BY_____ SHALL WE USE OUR BEST JUDGMENT AS ROUTING_____________________ TO MANNER OF SHIPPING AND ROUTING?____

IF OUT OF VARIETY ORDERED HAVE WE YOUR PERMISSION TO SUBSTITUTE EQUAL OR BETTER ______ IN NEAREST VARIETY

------------------------------------------------------------------ BU|QTS|LBS|PTS|OZ|PKTS|NO|ARTICLES WANTED |VALUE ------------------------------------------------------------------ _________________________________________________|$______|cents___ _________________________________________________|$______|cents___ _________________________________________________|$______|cents___ _________________________________________________|$______|cents___

* * * * *

_This order sheet simplifies ordering and assures accuracy. On the reverse side are printed several special offers, to which reference may readily be made. The sheet is made to fold up like an envelope and when the gummed edges are pasted down enclosures are perfectly safe_

* * * * *

On some propositions the time limit can be worked over and over again on different occasions like special store sales. A large publishing house selling an encyclopedia never varies the price but it gets out special "Christmas" offers, "Withdrawal" sale offers, "Special Summer" offers--anything for a reason to send out some new advertising matter making a different appeal. And each proposition is good only up to a certain time. The letters must be mailed and postmarked before midnight of the last day, and this time limit pulls the prospect over the dead center of indecision and gets his order. The last day usually brings in more orders than any previous week.

* * * * *

FILL OUT AND MAIL THIS COUPON TO CHICAGO SUPPLY CO.

I AM INTERESTED IN ___________________________________ ______________________________________________________ ______________________________________________________ SEND ME FREE OF COST

MAMMOTH ILLUSTRATED CATALOG __

BOOK OF HOUSE AND BARN PLANTS __ STRUCTURAL STEEL NEWS __ HEATING AND PLUMBING GUIDE __ LINOLEUM BOOKLET __ BOOK ON ROOFING, SIDING, ETC. __ GASOLINE ENGINES __ CLOTHING FOR MEN AND BOYS __ LADIES' WEARING APPAREL__ SEWING MACHINE BOOK __ HARNESS AND VEHICLES __ PUT CROSS IN SQUARE OPPOSITE BOOKS YOU WISH

MY NAME__________________________________________ TOWN__________________________ STATE ____________ R.F.D.___________ BOX NO.________ ST. NO.________

* * * * *

_This coupon, used in advertisements and in printed matter, make it extremely easy to send for information on special subjects_

* * * * *

SCHEME 2--THE LAST CHANCE TO BUY

If it is desired to come right back at a prospect, some such paragraph as this is written:

"Only 46 sets left! The success of our special offer surpassed all expectations. It will be necessary to issue another edition at once. The style of binding will be changed but otherwise the two editions will be the same. As we do not carry two styles on hand, we are willing to let you have one of the 46 remaining sets at the SAME TERMS although our special offer expired Saturday night."

* * * * *

And this appeal may pull even better than the first one--provided the proposition is "on the square." It is hard to put sincerity into a letter that is not based on an absolute truth. If "Only 46 sets left" is merely a salesman's bluff when in fact there are hundreds of sets on hand, the letter will have a hollow ring.

* * * * *

MAKING IT EASY TO ANSWER CREATING DESIRE TIME LIMIT LIMITED NO. OF ARTICLES CUT PRICE SPECIAL TERMS RESERVATION OF STOCK OR MACHINE EVADING THE COST FREE TRIAL OFFER GUARANTEE DEFERRED PAYMENTS "SEND BILL" NOT AN EXPENSE--AN INVESTMENT ENCLOSURES ORDER BLANKS POST CARDS MONEY ORDER APPLICATIONS COIN CARDS ADDRESSED ENVELOPE

* * * * *

Sincerity is the hardest thing in the world to imitate in a letter and absolute confidence is the key-stone to all mailorder selling.

There are plenty of plausible reasons for making a time limit or a special offer. A large publishing house, selling both magazines and books by mail occasionally turns the trick by a human interest appeal:

"I told the business manager that I believed I could bring our August sales up to equal those of the other months.

"He laughed at me. Always before they have fallen off about twenty per cent.

"But I am going to do it--if you'll help me."

* * * * *

Then the sales manager went on with a special offer; it was a legitimate offer which made a real inducement that proved one of the most successful the firm ever put out.

SCHEME 3--LOW PRICES DURING DULL SEASONS

In making a special price the prospect must be given some plausible reason and sincere explanation for the reduction. A special arrangement with the manufacturer, cleaning out of stock, an introductory offer--some valid reason; and then state this reason in a frank, business-like way, making the story interesting and showing where it is to the advantage of both the prospect and yourself.

"Just to keep my men busy during the dull season I will make an extra pair of trousers at the same price ordinarily charged for a suit, on orders placed during July and August."

* * * * *

This offer sent out by a merchant tailor brought results, for he had a good reason for doing an extra service--he wanted to keep his help busied during the quiet months and the customer took advantage of the inducement.

SCHEME 4--CUT PRICES IN EXCHANGE FOR NAMES

"If you will send us the names of your friends who might be interested" and "if you will show it to your friends" are familiar devices for they present a plausible excuse for cutting a price and serve the double purpose of giving the manufacturer or merchant new names for his mailing list. "A free sample if you send us your dealer's name" is reasonably certain to call for an immediate reply from most women, for they are always interested in samples.

Making a special introductory offer on some new device or appliance is certainly a legitimate reason for cutting the price. It is 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.

* * * * *

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."

* * * * *

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.

* * * * *

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.

* * * * *

_This form of post card provides for two methods of ordering--the customer may take his choice_

* * * * *

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."

* * * * *

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."

* * * * *

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."

* * * * *

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 mail-order 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."

* * * * *

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."

* * * * *

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."

* * * * *

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 the file comes, pay the expressman the first payment of $2.00."

* * * * *

Here the payment was very small and it was deferred only a few days, but long enough to make it _seem easier_, and the orders were much larger than when cash was required with the order.

SCHEME 12--SENDING GOODS FOR INSPECTION

"Take no risk" is the reassuring line in many advertisements and letters. "Send no money--take no risk. We do not even ask you to make a deposit until you are satisfied that you need the Verbest in your business. Simply send the coupon today and the Verbest goes forward at our risk."

Such offers pull best when simply worded and contain some such phrase as "Without obligation on my part, you may send me." It gives reassurance that there is no catch and inspires the confidence that is the basis of the mail-order business.

Then there is the argument that the device or equipment will pay for itself--a powerful leverage when rightly applied.

Here is the way the manufacturer of a certain machine keeps the cost in the shadow:

"There is no red tape to go through. Simply sign the enclosed blank and forward to-day with the first payment of $3.00. The Challenge will go forward promptly. And the balance you can pay as the machine pays for itself--at the rate of seventeen cents a day."

* * * * *

Simple, isn't it? You forget all about the cost. The paragraph is a cleverly worded "Do it now" appeal and the cost is kept entirely in the background.

SCHEME 13--THE EXPENSE VERSUS THE INVESTMENT ARGUMENT

A companion argument is that the device is not an expense but an investment. Here there is no attempt to put the cost price in the background but to justify the outlay as a sound investment--a business proposition that is to be tested by the investment standard. This is a strong argument with the shrewd business man who figures the value of things not on the initial cost, but upon the profits they will earn and the dividends they will pay.

The whole proposition must be shaped in such a way that it is easy for the prospect to buy. He must want to buy--and the experienced correspondent realizes that every word and phrase must be avoided that is capable of being misconstrued. There are no details so small that they do not have a bearing on the success of a campaign.

SCHEME 14--THE RETURN POSTAL FILLED IN FOR MAILING

And now that you have made clear your proposition and shown your proof, now that you have led your prospect to the buying point, the next step is to make him send you the order. And the only way to do this is to follow the example of the good salesman: put the pen in his hand, your finger on the dotted line, and slip the order blank before him. The salesman does these things because he knows that he might lose the sale if he asked his prospect to hunt up a pen, a letterhead and some ink. He knows the value of making it easy to buy. And in selling by mail you must do the same. Don't guide him on to a decision to order and then leave him at sea as to how to do it. Show him exactly what to do. It is easy enough simply to say, "Write me a letter," or, "send me $2.00." The very man you want most to sell may not know how to write a clearly worded order. Even if he does, the fact that you ask him to go to the trouble of getting his writing materials may serve to postpone the act and lose him the desire to buy. So give him the order ready to sign, with as few changes as possible required. And give him an addressed return envelope to send it in. If no money is to be sent with the order, put it on a post card. "Sign and mail the card" borders on the extreme of simplicity in buying.

You cannot be too simple in your method of soliciting orders. If your proposition will admit of saying, "Pin a dollar bill to this letter and mail," say it. If more details are needed, make them as simple as possible.

* * * * *

JOHNSON DYE ORDER AND COIN CARD (BE SURE TO ADDRESS YOUR ENVELOPE VERY PLAINLY)

JOHNSON DYE COMPANY BOSTON, MASS.

SEND ME __ PACKAGES OF JOHNSON DYES, AT TEN CENTS EACH, AS MARKED IN THE ORDER BLANK BELOW. I ENCLOSE IN THIS COIN ENVELOPE BELOW, TOTAL

SIGN VERY PLAINLY _______ CENTS

NAME______________________________________ ADDRESS_________NUMBER, STREET, OR BOX, POST OFFICE, COUNTY, STATE ------------------------------------------------------------------ DON'T FAIL TO FILL OUT THIS [words behind HAS HE (ANY) JOHNSON drawing of DYES FOR WOOL?_____ MY DEALER'S NAME_________ envelope] HAS HE (ANY) JOHNSON DYES FOR COTTON?____ ADDRESS__________________ HAS HE THE JOHNSON DYE COLORS ORDERED WRITE PLAINLY BELOW? _____ ------------------------- -------------------- JOHNSON DYES JOHNSON DYES FOR WOOL FOR COTTON

_______LIGHT BLUE _______LIGHT BLUE _______DARK BLUE [Envelope: PUT _______DARK BLUE _______NAVY BLUE YOUR MONEY, COIN _______NAVY BLUE _______BROWN OR BILL IN HERE] _______BROWN _______SEAL BROWN _______SEAL BROWN _______GREEN _______GREEN _______DARK GREEN _______DARK GREEN _______PINK _______PINK _______SCARLET _______SCARLET _______CRIMSON _______CRIMSON _______CARDINAL RED _______CARDINAL RED _______TURKEY RED _______TURKEY RED _______GARNET _______GARNET _______BLACK _______BLACK _______PURPLE _______PURPLE _______YELLOW _______YELLOW _______ORANGE _______ORANGE _______GRAY _______GRAY

* * * * *

_A manila enclosure that contains a small envelope suitable for sending coins or bills. The directions not only cover all points on the order but give the company information for its follow-up_

* * * * *

SCHEME 15--THE MONEY ORDER READY FOR SIGNATURE

If you want him to send a money order, help him to get it by enclosing a money order application filled in except for his name.

Avoid the possibility of giving the order blank a legal appearance. Simply have the order say, "Send me ----" and as little more as is necessary. Show the prospect that there are no strings or jokers in your blank. Make it so simple that there is no possibility of misunderstanding its terms.

If the article is one that is sold in much th same way to every purchaser, it is best to print the entire order, leaving only the date line and the signature line blank. If the purchaser has to choose between two styles of the article or between two quantities, the order blank may be printed, so that the quantity not wanted may be crossed out.

SCHEME 16--ORDERING BY MARKS

In dealing with an unlettered class of people, it is well to put a footnote in very small type under optional lines or words and to instruct the purchaser to "Cross out the style you do not want" or "Put an X opposite the quantity ordered."

In case of articles that are sold for cash and also on the easy payment plan, it is better to have two separate order blanks printed on different colors of paper, one plainly headed "Cash Order Blank," and the other "Easy Payment Order Blank." Avoid the "Instalment Plan." The name has lost standing of late; the wording "Easy Payment Plan" is better and more suggestive.

SCHEME 17--THE COIN CARD

The coin-card method is a winner for sales under a dollar. The card, with its open holes inviting the quarter or the fifty-cent piece, and the order blank printed conveniently on the flap--captures much loose money.

The post office department will furnish money order applications with the name of the advertiser printed in the proper spaces. These printed applications should be sent for the prospect's convenience in cases where a money order is likely to be used. They insure that the advertiser's name will come before postmaster's written in the preferred form, and they also relieve much of the hesitancy and embarrassment of the people that do not know how to make out an application.

SCHEME 18--SENDING MONEY AT THE OTHER FELLOW'S RISK

One of the best schemes for easy ordering invited the reader to fold a dollar bill in the letter "right now" and mail the letter at the risk of the firm. That effective closing removed the tendency to delay until a check or a money order could be secured. It took away the fear of loss in the mails. It largely increased the returns of the letter.

It is sometimes an excellent plan to suggest that the reader sign and mail at once a postal card that is enclosed. If there is an inch or two of space at the bottom of the letter, a blank order or request may be written there that needs only a signature to make it complete. In the closing paragraph, direct the reader to sign and return the slip.

An addressed envelope should always be enclosed. It will not always be used, but it will be used by most people, and it assures the correct address and facilitates the handling of incoming mail.

How To Write Letters That _Appeal_ To WOMEN