Chapter 12

THE BUSINESS LETTER

A reporter was sent out on a big story--one of the biggest that had broken in many a day. He came back into the office about eight o'clock all afire with his story. He was going to make a reputation on the writing of it. He wanted to start off with a smashing first paragraph--the kind of lead that could not help being read. He knew just what he was going to say; the first half-dozen lines fairly wrote themselves on the typewriter. Then he read them over. They did not seem quite so clever and compelling as he had thought. He pulled the sheet out and started another. By half-past ten he was in the midst of a sea of copy paper--but he had not yet attained a first paragraph.

The City Editor--one of the famous old _Sun_ school--grew anxious. The paper could not wait until inspiration had matured. He walked quietly over to the young man and touching him on the shoulder he said:

"Just one little word after another, son."

And that is a good thought to carry into the composition of a business or any other kind of letter. The letter is written to convey some sort of idea. It will not perfectly convey the idea. Words have their limitations. It will not invariably produce upon the reader the effect that the writer desires. You may have heard of "irresistible" letters--sales letters that would sell electric fans to Esquimaux or ice skates to Hawaiians, collection letters that make the thickest skinned debtor remit by return mail, and other kinds of resultful, masterful letters that pierce to the very soul. There may be such letters. I doubt it. And certainly it is not worth while trying to concoct them. They are the outpourings of genius. The average letter writer, trying to be a genius, deludes only himself--he just becomes queer, he takes to unusual words, constructions, and arrangements. He puts style before thought--he thinks that the way he writes is more important than what he writes. The writer of the business letter does well to avoid "cleverness"--to avoid it as a frightful and devastating disease.

The purpose of a business letter is to convey a thought that will lead to some kind of action--immediately or remotely. Therefore there are only two rules of importance in the composition of the business letter.

The first is: Know what you want to say.

The second is: Say it.

And the saying is not a complicated affair--it is a matter of "one little word after another."

Business letters may be divided into two general classes:

(1) Where it is assumed that the recipient will want to read the letter,

(2) Where it is assumed that the recipient will not want to read the letter.

The first class comprises the ordinary run of business correspondence. If I write to John Smith asking him for the price of a certain kind of chair, Smith can assume in his reply that I really want that information and hence he will give it to me courteously and concisely with whatever comment on the side may seem necessary, as, for instance, the fact that this particular type of chair is not one that Smith would care to recommend and that Style X, costing $12.00, would be better.

The ordinary business letter is either too wordy or too curt; it either loses the subject in a mass of words or loses the reader by offensive abruptness. Some letters gush upon the most ordinary of subjects; they are interspersed with friendly ejaculations such as "Now, my dear Mr. Jones," and give the impression that if one ever got face to face with the writer he would effervesce all over one's necktie. Many a man takes a page to say what ought to be said in four lines. On the other hand, there are letter writers so uncouth in the handling of words that they seem rude when really they only want to be brief. The only cure for a writer of this sort is for him to spend some months with any good English composition book trying to learn the language.

The second class of letters--those in which it is presumed that the recipient will not want to read--comprises all the circular letters. These are selling or announcement letters and it is hoped that they will play the part of a personal representative. The great bulk of these letters are sales letters. Their characteristic is that the writer and the reader are unknown to each other. It is not quite accurate to say that the reader will never want to read the letters--no one knows how many of the millions of circular letters sent out are read. A farmer will read practically every letter that comes to him; many business men will throw every circular letter into the waste basket unread. It is well to assume in this kind of letter, however, that the recipient does not want to read it but that he will open and glance at it. It is up to you to make such a good letter that the first glance will cause him to read more.

There is no way of catching the man who throws letters away unopened; any attempt to have the envelope tell what the letter should tell is apt to be unfortunate, because it will have no effect upon the inveterate tosser away and may deter even some of those who commonly do open circular mail. The best method is to make the letter look so much like a routine business letter that no one will dare to throw it away without investigation.

The cost of a sales letter is not to be reckoned otherwise than by results. The merit of a sales letter is to be judged solely by the results. Therefore it is not a question of what kind of letter one thinks ought to produce results. The single question is what kind of letter does produce results.

There is only one way to ascertain results, and that is by test. No considerable expenditure in direct mail solicitation and no form letter should be extensively used without an elaborate series of tests. Otherwise the money may be thrown away. The extent of the tests will depend upon the contemplated expenditure. Every concern that sends out many sales letters keeps a careful record of results. These records show the letter itself, the kind of envelope, the typing, the signature, and the kind of list to which it has been sent. Thus a considerable fund of information is obtained for future use. This information, however, has to be very carefully handled because it may easily become misinformation, for we cannot forget the appeal of the product itself. No one as yet has ever been able to gauge in advance the appeal of a product.

Some apparently very bad letters have sold very good products. Some apparently very good letters have quite failed to sell what turned out to be bad products. Therefore, the information that is obtained in the circularizing and sale of one product has to be taken warily when applied to another product. It should be taken only for what it is worth, and that is as a general guide.

Several concerns with a mind for statistical information have in the past so carefully compiled the effectiveness of their letters, but without regard to the product, that they have discovered an inordinately large number of things that cannot be done and extremely few things that can be done. This is the danger of placing too much faith in previous experience. One of these companies entirely discarded its records of what could not be done and started afresh. They found that several of the methods which they had previously used and discarded happened to do well under changed conditions and with different products.

If any large expenditure be contemplated then many tests should be made. The kind of envelope, the manner of addressing, the one cent as opposed to the two-cent stamp, the kind of letterhead, the comparative merits of printing, multigraphing, or electric typewriting, the length and composition of the letter, the effect of the return card, the effect of enclosing a stamped return card or a stamped return envelope, the method of signing, and so on, through each detail, must be tried out. No test is ever conclusive, but very little information of value is to be obtained by circularizing less than five hundred names. These names may be taken sectionally or at random. The sectional method is somewhat better, for then comparison of results in several sections may be made, and it may turn out that it would be well to phrase differently letters for different sections.

The returns on the letters are not of themselves conclusive. If one section responds and another does not, it is well to look into business conditions in the sections. It may be that in one section the people are working and that in another there is considerable unemployment. The main point about all of these statistics is to be sure that what one terms results are results, bearing in mind that it is the test and not what one thinks about a letter that counts.

It is distinctly harmful for any one to say that a letter should be long or short. It all depends on who is going to get the letter. The tendency in recent years has been toward the very long sales letter. This is because in a large number of cases the long letter has been singularly effective. However, the long letter can be overdone. It is the test that counts.

The exact purpose for which a letter is written is to be stated clearly before entering upon the composition. Very few letters will sell articles costing as much as fifty dollars unless perhaps the payments are on the installment plan. Many men of experience put the limit as low as five dollars. Others put it as high as one hundred dollars. It is safe to say that the effectiveness of a letter which is designed to achieve a sale decreases as the price of that which is offered for sale increases. Therefore, most of the letters written concerning more expensive articles are not intended to effect sales. They are designed to bring responses that will furnish leads for salesmen.

Other letters are more in the nature of announcements, by which it is hoped prospects may be brought into a store.

Where the article offered for sale is quite high in price, the letters sometimes may be very expensively prepared. On one occasion the late John H. Patterson, discovering that his salesmen could not get to the heads of several department stores, ordered some very fine leather portfolios. On each portfolio he had stamped the name of the man who was to receive it. They were gifts such as any one would welcome and which no one could possibly ignore. Inside each portfolio were contained a letter and a number of photographs showing exactly what he desired to have the agents demonstrate. Each gift cost about fifty dollars. He sent the portfolios with his compliments. The secretaries of the men that he wanted to interest could not possibly toss them away. They simply had to give them to their principals. My impression is that the entire expenditure ran to several thousand dollars, but as a result some two hundred thousand dollars in sales were effected, for in practically every case the photographs awakened an interest that led to an appointment with the salesman.

The following letters are intended to be suggestive. They cannot honestly be put forward as being more than that. They are all letters that have gained results under certain circumstances. That they will gain results under new and different circumstances is a matter on which no one can speak with any assurance. Every sales letter is a matter of cut and try. Some of these letters may produce results exactly as they stand. Others may better be used in combination.

Whether the letter should have a return card or envelope depends upon circumstances, as also does the inclusion of an illustrated folder. The return card is more valuable with a letter that goes to a home than with a letter that goes to an office. Very few men with stenographers will bother with return cards--their stenographers or secretaries will send a note. On the other hand, letter-writing facilities are not so easily available in the usual home and the card is likely to be used. The putting in of a folder sometimes takes away from the force of the letter. It is often better to reserve the folder for a second letter or for answering an inquiry. For once the prospect has written in for more information the whole purpose of the letter changes. The interest can be presumed, and the object of the letter is to give the greatest possible amount of clear information to the end of causing action. Saying too much in the first letter may give the reader an opportunity to reach a conclusion, when the purpose of the first letter is primarily to get a name--a prospective purchaser. Many a salesman kills a sale by talking too much; so does many a sales letter.

SALES AND ANNOUNCEMENT LETTERS

To charge customers selling and announcement letters are sent out before the public advertising. (They can also be used as general announcements by eliminating the portions referring particularly to the charge accounts.)

_Announcing a sale_

BRICE & HASKELL SOUTH MICHIGAN AVENUE CHICAGO

July 31, 1922.

Dear Madam:

As one of our regular patrons, we are telling you in advance of a coming big sale--The August Furniture Sale, which will begin Monday, August 7th. We should like our charge customers to have first choice of the interesting values before they are announced to the public. Therefore we shall have three Courtesy Days, Thursday, Friday, and Saturday of this week, when you may come in and make your selections at the Sale Prices.

Our guide in choosing furniture is our clientele, so we feel sure you will find the type of furniture here that pleases you--and in greater variety than usual because we complete our collection for this event.

Prices this year are very attractive. They have been reduced far lower than you will anticipate. We should like you to have the advantage in these values soon, and hope you will come in one of the three Courtesy Days.

Very truly yours, Brice & Haskell.

Following are letters of slightly different type:

S. BLACK COMPANY 28 WASHINGTON STREET BOSTON, MASS.

April 26, 1920.

Mrs. Arthur Moore, 1317 Hillside Avenue, Boston, Mass.

Dear Madam:

Our Spring Sale of Misses' Suits, Coats, Dresses, and Hats will begin Monday, April 30th, continuing throughout the week.

This sale presents an unusual opportunity to secure seasonable apparel at decided price concessions.

MISSES' SUITS: Smartly tailored suits of English navy serge, navy gabardine, tan covert cloth, imported mixtures, homespuns, and light-weight knit cloths--adapted for town or country usage. A splendid selection of all sizes from 14 to 18 years.

MISSES' COATS: Coats for motor, country club, or town wear, in soft velours, burella cloth, and imported coatings.

MISSES' DRESSES: Dresses of imported serges and gabardines, for street wear, and a number of exclusive knit cloth models in attractive colorings for sports wear--sizes 14 to 18 years.

MISSES' HATS: The balance of our stock of Trimmed Hats at one half their former prices.

On account of the greatly reduced prices, none of these goods will be sent on approval, nor can they be returned for credit.

Very truly yours, S. Black Company.

Note: To our charge customers is extended the privilege of making their selections on Friday and Saturday, April 27th and 28th.

SWANSON SONS & COMPANY 29 SUPERIOR AVENUE CLEVELAND, OHIO

January 16, 1922.

Dear Madam:

We enclose advance announcements of our Private Sales of Boys' Heatherweave Clothes and Ironhide Shoes, and we believe you will find the economies presented a great relief after your large Christmas outlays.

Of course, such reductions mean that the assortments will quickly be depleted, and we urge you to act promptly in order to secure the full benefit of the available selections. To enable you to do this we are telling you before the public announcement of these sales.

Yours very truly, Swanson Sons & Company.

This letter encloses a proof of a newspaper advertisement.

CALLENDER & CRUMP 2900 EUCLID AVENUE CLEVELAND, O.

September 10, 1922.

Dear Madam:

In appreciation of your patronage we wish to extend to you a personal invitation to attend a private sale of women's tailor-made fall suits (sizes 34 to 46) in some especially well-chosen models. These suits will be priced at the very low figure of $40.

Our regular patrons may have first selection before the sale is open to the public, and may thus avoid the discomforts of a public sale.

We have arranged to show these suits privately on Friday, October 3, in the fitting department on the sixth floor.

If you care to avail yourself of this special opportunity, please bring this letter with you and present it at the fitting department.

Very truly yours, Callender & Crump.

(Note:--An excellent idea when a special offering of foreign goods is made is to have the letters mailed from Paris or London. The foreign stamp will usually attract attention.)

CALLENDER & CRUMP 2900 EUCLID AVENUE CLEVELAND, O.

Paris, France, September 1, 1922.

Dear Madam:

We wish to let you know in advance that our annual sale of Real French Kid gloves, at 89 cents a pair, takes place on Tuesday, October 9, 1922.

To insure a choice selection we suggest that you make your purchases early on that day.

Very truly yours, Callender & Crump.

This is an excellent, matter-of-fact letter that sets out values:

LE FEVRE BROTHERS 293 WASHINGTON BLVD DETROIT, MICH.

May 11, 1922.

Mrs. John Williams, 19 Concourse Ave., Detroit, Mich.

Madam:

On Monday and Tuesday, May 15th and 16th, we shall hold our ANNUAL SPRING CLEARANCE SALE of seasonable apparel for BOYS, GIRLS, and YOUNG LADIES, offering exceptional values, and an unusual opportunity to secure regular Le Fevre productions at lower prices than we have been able to offer for several years. This sale will include other items which are not enumerated in this announcement.

BOYS' WOOL NORFOLK SUITS: Sizes 7 to 15 years. Formerly up to $35.00 _Sale Price_ $14.50, $18.50, and $23.50

BOYS' OVERCOATS: Sizes 3 to 7 years. Formerly up to $32.50 _Sale Price_ $14.50 and $18.50

GIRLS' COATS AND CAPES: Sizes 3 to 16 years. Formerly up to $55.00 _Sale Price_ $19.50 and $29.50

GIRLS' WOOL DRESSES: Sizes 4 to 14 years. Formerly up to $65.00 _Sale Price_ $17.50 and $27.50

YOUNG LADIES' SUITS: Sizes 14 to 18 years. Formerly up to $85.00 _Sale Price_ $24.50 and $39.50

YOUNG LADIES' DRESSES: Sizes 14 to 18 years. Formerly up to $70.00 _Sale Price_ $22.50 and $37.50

YOUNG LADIES' COATS AND CAPES: Sizes 14 to 18 years. Formerly up to $75.00 _Sale Price_ $29.50 and $42.50

GIRLS' AND YOUNG LADIES' TRIMMED AND TAILORED HATS: Formerly up to $30.00 _Sale Price_ $7.50 and $12.50

Sale goods will not be sent on approval, exchanged, nor can they be returned for credit.

Yours very truly, Le Fevre Brothers.

Our charge customers will have the privilege of making their purchases from this sale on Friday and Saturday, May 12th and 13th.

_On opening a store_

This form for the opening of a new store in a town may be used with variations for a reopening after improvements.

JAMES BONNER & CO. WICHITA, KAN.

April 14, 1922.

Mrs. Henry Jerome, 29 Water St., Wichita, Kan.

Dear Madam:

This is a sale to win friends for a new store. We want you to see our values. Our store is but six weeks old. Our stock is just the same age. Everything that we have is fresh and new. We want you to compare our qualities and prices. We are out to prove to the women of Wichita that we can give style and service at prices they will like.

Will you give us the chance to get acquainted?

Yours very truly, James Bonner & Co., (Handwritten) _L. Jones_, Manager.

_Selling home-made articles_

19 Waverly Place, Bridgetown, N. J., April 5, 1922.

Dear Madam:

Have you ever counted the cost of making your pickles, jams, and jellies at home? If you have, and are satisfied that yours is the cheapest way, considering time, labor, and the use of the best materials, then my product will not appeal to you. But before you decide, may I ask you to make a comparison?

I make at home in large quantities and according to the best recipes gathered over years of experience, all kinds of pickles and relishes--sweet, sour, dill, chow-chow, piccalilli.

My special jams are raspberry, strawberry, plum, peach, and quince.

Crabapple is my best liked jelly, and red currant a close second.

A very special conserve is a grape and walnut, for which I have a large call, for teas.

The peaches I put up in pint and quart jars.

I use only the very best vinegar and spices.

My products are made only to order and at the lowest possible cost. To do this I must get my orders some time in advance so that I may take advantage of attractive prices on fruits and other ingredients.

I append a list of prices which I charged last year. This year they will be no higher and in all probability less.

May I get a small trial order from you?

Very truly yours, Martha Walker. (Mrs. William Walker)

_A letter to recently married people in moderate circumstances_

J. L. BASCOM COMPANY 20 MAIN STREET RICHMOND, VA.

May 8, 1922.

Dear Madam:

This store is for sensible, saving people who want to make every dollar buy its utmost. But sometimes being sensible and saving seems to mean just being commonplace and dowdy. Ours is not that sort of a store.

We believe that useful articles ought also to be good looking, and our buying has been so skillful that we believe we are safe in saying that our goods are not only absolutely dependable but also will compare in appearance with any goods anywhere, regardless of price. We think that this statement will mean something to you, for in furnishing a home, although appearance may not be everything, it is certainly a good deal. Between two articles of the same durability the better-looking one is the better.

It is our aim not merely to make home furnishing easy but to make a beautiful home at the price of an ugly one. Our experience has been that it does not pay to put into a household any article which in a few years you will get so tired of looking at that you will want to smash it with a hatchet. We have the values and also we have terms that are as good as the values.

We enclose a little booklet that will give you a hint of what you can find here. We cannot give you more than a hint. The best way is to come to the store. Tell us your problems, and let us aid you with our experience.

Very truly yours, J. L. Bascom Company.

_Introducing the mail order department:_

L. GIRARD & CO. ST. LOUIS, MO.

April 4, 1922.

Mrs. Benjamin Brown, 29 Shadyside Vine Avenue, St. Louis, Mo.

Dear Madam:

This Spring brings to us many new ideas in merchandise that our buyers have picked up in their travels. In many ways we have now the most interesting stock we have ever been able to show. It is indeed so large and varied that we shall hardly be able to give you more than a suggestion of it in our public advertising.

We feel sure that we have something which you have been looking for among the splendid values in both personal and household necessities.

You will find that through our individual shopping service purchasing by mail is made most convenient and entirely personal.

May we look forward to having again the pleasure of serving you?

Very truly yours, L. Girard & Co.

_Announcement of overcoats_

THE BARBOUR CLOTHING CO. 2249 WABASH AVENUE CHICAGO

October 19, 1921.

Mr. Charles Reid, Winnetka, Ill.

My dear Sir:

In a couple of weeks you are going to think a good deal about your overcoat. Why not start thinking now?

We are offering this year the most complete line of overcoats that we have ever been able to buy. We have found that we could buy absolutely first-class coats at absolutely fair prices. We are selling them on the basis on which we bought them, and we bought a lot because we think the values will sell them.

The prices are surprisingly low. They range from $20 to $70. At the lowest price we are selling a coat which, if you saw it on the back of a friend, you would think cost at least $50. The highest priced coat is as good as money can buy. If you expected to spend $50 for a coat, you may find that you can get what you want for $20 or $25, or you may find that you will want an even better coat than you had expected to buy.

We think that it would be worth your while to look at this stock.

Very truly yours, The Barbour Clothing Co.

_Selling a farm product (can be used for vegetables, eggs, hams, and bacon or any farm product)_

CORN CENTER NEW JERSEY

June 1, 1922.

Dear Madam:

Do you like perfectly fresh vegetables--right off the farm?

What kind of vegetables are you getting? Do you know how long ago they were picked?

Perhaps you think that you cannot have absolutely fresh vegetables for your table or that it really makes no difference?

Did you ever taste Golden Bantam corn the same day or the day after it was picked? Do you know Golden Bantam or is corn just corn? Do you think that string beans are just string beans? And do you know about stringless string beans?

I grow only the thoroughbred varieties. I pick them when they are tender--just right for the palate. And I send them to you the same day that they are picked.

I arrange hampers according to the size of the family. The prices, quantities, and selections are on the enclosed card.

I will deliver at your door (or send by parcel post) every day, every second day, or as often as you like. You can have the best that is grown in its best season and as fresh as though you were living on a farm.

Try a hamper and know what vegetables are!

Very truly yours, Henry Raynor.

_Storage service_

HOWARD MOTH PROOF BAG CO. WINSTED, CONN.

May 2, 1922.

Dear Madam:

Have you ever taken your best coat to an "invisible mender" and paid him ten dollars to have him mend two moth holes?

Have you ever gone to your trunk to take out your furs and found that the moths had got into them? Sometimes they are so badly eaten that they are utterly hopeless and must be thrown away.

All this trouble, disappointment, and expense can be avoided if you will only take the precaution this spring to put away your clothing and furs in the Howard Moth Proof Garment Bags. Strongly constructed of a heavy and durable cedar paper, and made absolutely moth-proof by our patented closing device, the Howard bag provides absolute protection against moths.

As the Howard bag comes in several sizes, from the suit size, ranging through the overcoat, ulster, and automobile sizes, and as each bag has room for several garments, you can surely have protection for all your clothing at small cost. The hook by which the bag is hung up is securely stapled in place by brass rivets. This bag is so strong and so well designed for service that it will with care last for several years.

Very truly yours, The Howard Moth-Proof Bag Co.

_A type of Christmas sales letter_

THE PINK SHOP 40 MAIN STREET GRAND RAPIDS, MICH.

November 28, 1922.

Dear Madam:

This is your opportunity to get a lot of fine Christmas stockings at very low cost--if you order at once.

The "Camille" is made of beautiful thread silk richly hand embroidered. It comes in black or white, all silk.

The "Diana" is a silk stocking with lisle top and soles. It is a fine wearing stocking and comes in all street shades.

The "Juliet" is especially attractive as a gift for a girl friend. These stockings are clocked and have all silk feet and lisle tops. The colors are black, beige, and taupe. They are especially good looking worn with saddle pumps.

The "Evening Mist" is a fascinating stocking for evening wear. It is sheer, almost cobwebby, and will enhance any evening gown. The colors are gold, silver, light blue, corn, pale green, black, and white. It is splendid for a gift stocking.

The "Priscilla" is an excellent stocking for everyday hard wear. It is of heavy lisle, full fashioned and fast color--black or tan.

Send your order off now. You will have the advantage of an early selection. Attractive prices are quoted in the circular enclosed. The big holiday rush will soon be on.

Make up your order for stockings for Christmas giving, attach remittance for amount and mail to-day. Your order will be filled promptly and if everything does not fully satisfy you, you may return it and get your money back.

Yours very truly, The Pink Shop.

_An automobile announcement_

MEMPHIS AUTO SUPPLY CO. 29 MAPLE AVENUE MEMPHIS, TENN.

March 16, 1924.

Dear Sir:

Just a few weeks and spring will be here. That means pleasure motoring.

When you are getting ready for this new season, you may find that you will need certain things for your car--perhaps a new tire, or a pair of pliers, or an inner tube. But whatever it is, remember that our new stock of accessories is here and we believe that we can supply you with anything you will need.

In inviting you to give us part of your trade, we give you this assurance: If any article you buy from us is not entirely right, we will return your money.

We hope to see you soon.

Yours very truly, Memphis Auto Supply Co.

_Changing from a credit to a cash plan (Should be in the nature of a personal letter)_

PELLETIER & CO. 142 CASCO STREET PORTLAND, ME.

February 1, 1922.

Mrs. John Troy, 14 Ocean Ave., Portland, Me.

Dear Madam:

When this store was opened ten years ago, we believed that our service would be the most effective if we operated on a credit basis. Therefore we solicited charge accounts, of course taking extreme care that only people of known integrity and substance should be on our books. We have had the privilege of serving you through such an account.

There are two fundamental methods of conducting a retail business. The one is on the cash and the other is on the credit plan. In the cash plan all goods are either paid for at the time of purchase or at the time of delivery. In the credit plan, those who have not credit or do not care to use credit pay cash; those who have credit rating charge their purchases and bills are rendered monthly. Credit was not extended by the store as a favor; it formed part of a way of doing business. The favor is on the part of the customer. The charge system has many advantages, principally in the way of permitting the store to know its customers better than it could otherwise. The disadvantage of the credit basis is the expense of bookkeeping which, of course, has to be added into the price of the goods sold. Our losses through unpaid bills have been negligible. Our customers are honest. But it has seemed unfair that the customer who pays cash should have to bear the cost of the credit accounts.

As our business has worked out more than fifty per cent. of our whole trade is on the cash basis. After careful consideration we have finally decided to go entirely upon a cash footing in order that we may further reduce our costs of doing business and hence our prices to you. We think that in such fashion we can better serve you. Therefore, on July 1st, which marks the end of our fiscal year, we shall go upon an exclusively cash basis and no longer maintain charge accounts.

We think that you will agree when you see the savings reflected in lower prices for the highest grade of goods that the change in policy is a wise one and that you will continue to favor us with your patronage.

Very truly yours, Pelletier & Co., (Handwritten) _C. Brown_, Credit Manager.

KEEPING THE CUSTOMER

_Thanking a new customer_

LARUE BROTHERS SAINT LOUIS, MO.

October 4, 1923.

Mrs. Lee White, 29 Main Street, St. Louis, Mo.

Dear Madam:

The purchase which you made yesterday is the first that we have had the pleasure of recording for your account and we want to take this opportunity to thank you for the confidence that you repose in us and to hope that it will be the beginning of a long and happy relation.

We shall, from time to time, send you bulletins of our special offerings and we believe that you will be interested in them.

Very truly yours, (Handwritten) _J. M. Briggs_, Credit Manager, Larue Brothers.

_Where a charge account has been inactive_

S. BLACK COMPANY 28 WASHINGTON STREET BOSTON, MASS.

February 5, 1921.

Mr. Tudor Sweet, 24 Commonwealth Ave., Boston, Mass.

Dear Sir:

We have just been looking over our books and are sorry to learn that you have not given us your patronage for some time past.

We feel that something may have gone wrong to have caused you to discontinue trading at our store.

If you are not fully satisfied with anything you bought from us, remember that we are always eager and ready to adjust the matter to your satisfaction. We shall certainly appreciate it if you will write to us and tell us frankly just what the trouble has been. Will you use the inclosed envelope to let us know?

Yours truly, S. Black Company, (Handwritten) _George Sims_, Credit Manager.

A. B. SWEETSER & CO. 4000 MAIN STREET COLUMBUS, O.

June 8, 1922.

Mrs. Arthur Thomas, 25 Spruce Avenue, Columbus, O.

Dear Madam:

Does our store please you? Sometime ago it probably did and you had an account with us, but we find with regret that you have not used it lately. If we disappointed you, or if something went wrong and possibly your complaint was not properly attended to, we are extremely anxious to know about it.

Perhaps there was some lack of courtesy, some annoying error in your bill which we were exasperatingly obtuse in rectifying? Were we stupid in filling some order or did we delay in delivery? Perhaps we did not have just what you were looking for, or our prices seemed higher than elsewhere.

Whatever the difficulty, we do want you to know that we try to stand for good service--to supply promptly what you want at the price you want to pay, and always to conduct our business with an unfailing courtesy which will make your shopping a pleasure.

Being a woman I may understand your point of view a little better. Will you be quite frank and tell me why you do not buy from Sweetser's now? Either write or call me on the telephone; or, better still, if you are in our neighborhood, can you come in to see me?

The information booth is at the door and I can be found in a minute. It might help to talk things over.

Sincerely yours, (Handwritten) _Mrs. Margaret B. Williams_, Courtesy Manager, A. B. Sweetser & Co.

MEYER, HASKELL & CO. 230 ELM STREET BLOOMFIELD, ILL.

March 8, 1923.

Mrs. Bruce Wells, 19 Dwight Ave., Bloomfield, Ill.

Dear Madam:

We very much regret that you do not use more often your charge account at our store, and we hope it is not due to any lack on our part of prompt and intelligent service.

We know that with our large and well-assorted stocks of merchandise and competent organization we ought to be able to supply your needs to your complete satisfaction. One of five stores, we have great opportunities for advantageous buying and we can continually undersell others.

In this connection permit us to call your attention to our newly installed telephone order department. This department is in charge of competent house shoppers, whose duty it is to satisfy your every want, thus enabling our charge patrons to shop by telephone with perfect certainty.

We feel that these advantages may appeal to you and result in our receiving your orders more often.

Very truly yours, (Handwritten) _T. Hunter_, Credit Manager, Meyer, Haskell & Co.

SELLING REAL ESTATE

There are two phases in the writing of letters concerning the sale of real estate. The first phase has to do with the presentation of the proposal in order to arouse sufficient interest in the mind of the prospect to cause him to inspect the property. Comparatively little real estate is sold without personal inspection. The exceptions are offerings of low-priced building sites in distant sections of the country. These are sold sight unseen--else, as a rule, they would never be sold at all. But such real estate selling is more apt to be in the class with fake mining stock than with legitimate buying and selling, and therefore has no place here.

The second phase of letters on real estate comprehends the closing of the sale. For instance, let us say that John Hope has gone so far as to look at a property. He apparently wants to buy the property or is at least interested, but the price and conditions of sale do not exactly suit him. He is so situated that he does not want to talk personally with an agent, or perhaps lives too far away. At any rate, the sale has to be closed by mail. The fact which most concerns the buyer of real estate, provided he is otherwise satisfied with a property, is the title. The title is the legal term by which is denoted the exact character of the ownership. Quite frequently an owner may believe that he has a clear title when, as a matter of fact, his title is derived through some testamentary instrument which gives him a holding only for life, or perhaps trusts have been set up in the will which are a charge upon the property, although all of the beneficiaries of the trust have been long since dead. There are many hundreds of possible legal complications affecting the validity of the title and it is usual to-day to have titles insured and, in agreeing to buy, to specify that the "title must be marketable and insurable by a reputable title insurance company." The word "marketable" as here used means a title which is unquestionable. The prospective buyer must also be careful to specify that the title shall be "free and clear" and that all taxes shall be apportioned to the day of settlement. Otherwise the buyer would have to take title subject to a lien of any judgments or other liens of record and also subject to unpaid taxes.

A real estate transaction may be very complicated indeed, and it is wise for a buyer to take precautions to the end of seeing that he purchases a piece of real property rather than a right to a lawsuit. Most letters offering real estate for sale are written in response to inquiries generated by an advertisement. The letter offering the property is designed to bring forth a visit from the inquirer. Therefore only the information which seems best adapted to bring about that visit should go into the letter. The temptation is to tell too much, and the danger of telling too much is that one may inadvertently force a negative conclusion. It is better to keep down to the bare, although complete, description rather than to attempt any word painting. The description is best supplemented by one or several photographs.

The important points to be summarized are the situation of the house, the architectural style, the material of which it is constructed, the number of rooms, and the size of the lot, with of course a description of any stable, garage, or other substantial out-buildings. These are the elementary points of the description. One may then summarize the number and size of the rooms, including the bathrooms, laundry, and kitchen, the closet spaces, fireplaces, the lighting, the roofing, the floors, the porches, and the decorating. The most effective letter is always the one that catalogues the features rather than describes them.

_An agent asking for a list of property_

JONES REALTY CO. HARRISBURG, PA.

April 3, 1924.

Mr. James Renwick, 126 Pelham Road, Westville, Pa.

My dear Sir:

I am constantly having inquiries from people who want to buy property in your immediate vicinity, and I am writing to learn whether you would give me the opportunity to dispose of your property for you, if I can obtain an entirely satisfactory price. If you will name the price and the terms at which you would sell, I should be glad to put the property on my list and I believe that I can make a sale.

It would be helpful if I had a good description of the property and also one or two good photographs. Of course if you list the property with me that will not bar you from listing it with any other broker unless you might care to put it exclusively in my hands for disposal. My commission is 2-1/2%, the same as charged by other brokers in this vicinity, and I know from experience that I can give you satisfactory service.

Very truly yours, Henry Jones.

_From an owner instructing an agent to list property_

126 Pelham Road, Westville, Pa., May 6, 1922.

Mr. Henry Jones, Jones Realty Co., Harrisburg, Pa.

My dear Sir:

I have your letter of May 3rd and I am entirely willing that you should list my property for sale, although I do not want a "For Sale" sign displayed nor do I want the property inspected while I am in it unless by a previously arranged appointment.

I enclose a description and a photograph. I will take $25,000 for the place, of which $10,000 has to be paid in cash. I am willing to hold a second mortgage of $5,000 and there is $10,000 already ready against the place, which can remain.

Very truly yours, James Renwick.

_Selling a property by mail_

1437 Lawrence Street, Greenville, N. Y., April 20, 1921.

Mr. George A. Allen, 789 Fourth Avenue, Hillside, N. Y.

My dear Sir:

I have your letter of April 17th asking for further particulars on the property which I advertised for sale in last Sunday's _Republic_. I think that by inspecting this property you can gain a much clearer idea of its desirability than I can possibly convey to you in a letter. If you will telephone to me, I will arrange any appointment that suits your convenience.

The house is ten years old--that is, it was built when materials and workmanship were first-class. It has been kept up by the owner, has never been rented, and is to-day a more valuable house than when it was originally constructed. It is three stories in height, contains fifteen rooms, four bathrooms, breakfast porch, sun porch, children's breakfast porch, a laundry, butler's pantry, a storage pantry, and a refrigerator pantry. It stands on a plot of ground 150 x 200 feet, which has been laid out in lawn and gardens, and in fact there are several thousand dollars' worth of well-chosen and well-placed plants, including many evergreens and rhododendrons. The trim of the house, including the floors, is hard wood throughout, and the decorations are such that nothing whatsoever would have to be done before occupancy.

I enclose two photographs. The owner's price is $60,000, and I know that he would be willing to arrange terms.

Very truly yours, R. A. Smith.

(Note--Essentially the same letter could be written offering the house for rental, furnished or unfurnished, as the case might be.)

49 Main Street, Albany, N. Y., October 8, 1924.

Mr. Henry Grimes, Catskill, N. Y.

Dear Sir:

The business property that I offered for sale in yesterday's _Republic_ and concerning which I have a letter from you this morning is particularly well suited for a specialty shop or any kind of a store that would be benefited by the passing of large numbers of people before its show windows. It is located at the corner of Third and Main Streets with a frontage of thirty feet on Main Street and runs back seventy feet on Third Street. There is one large show window on Main Street and two on Third Street.

It is a three-story brick structure, solidly built, and the upper floors, if they could not be used for your own purposes, will as they stand bring a rental of $200 a month each, and with a few changes could probably be leased at a higher amount. They are at present leased at the above figures, but the leases will expire on January 1st. Both tenants are willing to renew. By actual count this property is on the third busiest corner in town.

If you are interested, I should like to discuss the price and terms with you.

Very truly yours, Henry Eltinge.

_Offering a farm for sale_

Goschen, Ohio, R. F. D. 5, May 5, 1922.

Mr. Harry More, Bridgeton, Ohio.

Dear Sir:

I am glad to get your letter inquiring about my farm. I am acting as my own agent because I think it is a farm that will sell itself on inspection and I would rather split the commission with the buyer than with a middle-man.

The farmhouse, barns, and dairy are good, substantial frame buildings, and they have been well painted every second season. There is nothing to be done to them. The house has six rooms and a large, dry cellar. The water is soft and there is plenty of it. The barn is 60 by 50; the poultry house is a big one that I built myself. The sheds are all in first-class condition.

This farm contains 240 acres, two miles from Goschen, Ohio, and there is a state road leading into town and to the railroad. We have rural delivery and telephone. The land is high and in first-class cultivation. The orchard has been kept up and there are well-established strawberry and asparagus beds.

You will not find a better farm of its kind than this one. I have made a living off it for twelve years and anybody else can, but the only way for you really to find out what the place amounts to is to come down yourself and look it over. If you will let me know when you expect to come I will meet you at the station in my automobile.

The price is ten thousand dollars. There is a mortgage of $2,500 that can remain, and, other things being satisfactory, we can arrange the down payment and the terms for the balance.

Very truly yours, John Hope.

_Accepting an offer_

340 Chestnut Street, Philadelphia, Pa., Dec. 15, 1922.

Mr. Joseph Barlow, Haines Crossing, Delaware.

Dear Sir:

I have your letter of December 12th offering to sell to me the property that we have been discussing for $15,000 of which $3,000 is to be in cash, $5,000 to remain on three-year mortgage at six per cent., and the remaining $7,000 to be cared for by the present mortgage in that amount and which I understand has four years yet to run.

I accept your offer as stated by you, with the provision of course that I shall receive a clear and marketable title, insurable by a real estate title company, and that all taxes shall be adjusted as of the day of settlement, which settlement is to take place three months from to-day. If you will have a contract of sale drawn, I shall execute it and at the same time hand you my check for five hundred dollars as the consideration for the contract of purchase.

This letter is written in the assumption that the dimensions of the property are such as have been represented to me.

I am

Very truly yours, Martin Fields.

(Note--The above letter replying to an offer to sell would of itself close the contract and the formal contract of sale is unnecessary. A contract is, however, advisable because it includes all the terms within a single sheet of paper and therefore makes for security.)

_Letter inquiring as to what may be had_

534 Gramercy Park, February 8, 1923.

Home Development Co., Hastings, N. Y.

Dear Sir:

I am writing to learn what property you have listed in your vicinity that would seem to meet my particular requirements. I want a house of not less than ten rooms, with some ground around it and not more than fifteen minutes from the railroad station. The house must contain at least two bathrooms, have a good heating plant, and either be in first-class condition or offered at a price that would permit me to put it in first-class condition without running into a great deal of money. I am willing to pay between ten and fifteen thousand dollars.

Will you send me a list of properties that you can suggest as possibly being suitable?

Very truly yours, Julian Henderson.

_Renting apartments_

YOUNG & REYNOLDS 48 GREEN STREET BROOKLYN, N. Y.

May 15, 1923.

Mr. Robert Pardee, 29 Prentiss Place, Brooklyn, N. Y.

Dear Sir:

Your name has been handed to me as one who might be interested in leasing one of the extremely attractive apartments in the Iroquois at Number 20 East Third Street, which will be ready for occupancy on September 15th.

I enclose a descriptive folder which will give you an idea of the grounds that we have for basing our claim that this is the most convenient apartment house that has ever been erected. The apartments vary in size, as you will see on the plan, and for long leases we can arrange any combination of rooms that may be desired. These features are common to all of the apartments. Every bedroom has a private bathroom. Every living and dining room contains an open fireplace, and every apartment, no matter what its size, is connected with a central kitchen so that service may be had equivalent to that of any hotel and at any hour from seven in the morning until midnight. There is a complete hotel service, all of which is entirely optional with the tenant.

We invite your inspection. A number of the apartments have already been leased, but many desirable ones still remain and an early selection will permit of decoration according to your own wishes in ample time for the opening of the building. The renting office is on the premises.

Very truly yours, Young & Reynolds.

BANK LETTERS

The qualities which make a bank popular in a community are, first, safety; second, intelligence; and third, courtesy. One bank has potentially nothing more to offer than has another bank, excepting that of course a very large bank has a greater capacity for making loans than has a small bank. The amount which by law a bank may lend is definitely fixed by the resources of the bank.

However, this is not a question of particular concern here, for very large and important accounts are never gained through letter writing. The field that can be reached through letters comprises the substantial householder, the moderate-sized man in business, and the savings depositor. A bank has no bargains to offer. What a man or a woman principally asks about a bank is: "Will my money be safe? Will my affairs be well looked after? Shall I be treated courteously when I go into the bank?" The answers to these questions should be found in the conduct of the bank itself.

A bank is not a frivolous institution. Therefore its stationery and the manner of its correspondence should be eminently dignified. It must not draw comparisons between the service it offers and the service any other bank offers. It must not make flamboyant statements. Neither may it use slang, for slang connotes in the minds of many a certain carelessness that does not make for confidence. Above all, a bank cannot afford to be entertaining or funny in its soliciting letters. The best bank letter is usually a short one, and it has been found effective to enclose a well-designed, well-printed card or folder setting out some of the services of the bank, its resources, and its officers. Bank solicitation is very different from any other kind of solicitation.

_Soliciting savings accounts_

GUARDIAN TRUST CO. BAYVILLE, N. J.

January 15, 1922.

Mr. George Dwight, Bayville, N. J.

Dear Sir:

Some time ago we delivered to you a little home safe for savings, and we are writing to learn how you are making out with it. Have you saved as much as you had expected? Are you waiting to get a certain sum before bringing it in to be credited in your passbook?

We are often asked if it is necessary to fill a home safe before bringing it in to have the contents deposited, and we always recommend that the bank be brought in at regular intervals, regardless of the amount saved, for you know the money begins to earn interest only when it is deposited with us.

We give to small deposits the same careful attention we give to large deposits, so we suggest that you bring in and deposit whatever you have saved. That will make a start, and once started it is truly surprising how quickly a bank account rolls up.

I hope that we may have the benefit of your patronage.

Very truly yours, The Guardian Trust Company, (Handwritten) _J. D. Wallace_, Secretary.

_Where a savings account is inactive_

GUARDIAN TRUST CO. BAYVILLE, N. J.

August 10, 1922.

Mr. George Dwight, Bayville, N. J.

Dear Sir:

A little home bank may be made a power for good.

It can accomplish nothing by itself, standing unused in an out-of-the-way place.

It can only be an assistant to the saver.

It can assist your boy and girl to great things.

It can assist you in daily economies upon which big results are often built.

It cannot furnish the initiative, but it can be a constant reminder and an ever-ready recipient.

Why not _use_ the little bank we delivered to you when you opened your savings account with us to teach the children to save, or to collect together small amounts for yourself.

Why not?

Very truly yours, (Handwritten) _J. D. Wallace_, Secretary.

_Checking accounts_

_A letter soliciting a home account:_

GUARDIAN TRUST CO. POUGHKEEPSIE, N. Y.

October 14, 1923.

Mrs. Hester Wickes, 59 Market Street, Poughkeepsie, N. Y.

Dear Madam:

Do you ever have arguments over bills that you have paid in cash? Do you always remember to get a receipt? Do you find it a nuisance to carry cash? Do you know that it is dangerous to keep much cash in the house?

There can be no dispute about an account if you pay it with a bank check. Your cancelled check is a perfect receipt. More than that, your bank book shows you when, how much, and to whom you have paid money. It is not only the easy way of paying bills but the safe way. You escape all the danger of carrying or having in the house more than mere pocket money. You will find by opening a checking account with us not only the advantages of paying by check but you will also discover many conveniences and services which we are able to offer to you without any charge whatsoever.

I hope that you will call and let us explain our services. I enclose a folder telling you more about the bank than I have been able to tell in this letter.

Very truly yours, (Handwritten) _J. D. Wallace_, Secretary.

P.S. We have some very attractive styles in pocket check books that might interest you.

_Soliciting a commercial account_

THE LOGANSBURG NATIONAL BANK LOGANSBURG, WIS.

April 15, 1921.

Mr. Fred Haynes, 21 Nassau Street, Logansburg, Wis.

Dear Sir:

Every man in business is entitled to an amount of credit accommodation in accordance with his resources. It is one of the functions of this bank to help the business of the community by extending credit to those who make the business for the community. We are here to be of service and we should like to serve you.

I enclose a folder giving the latest statement of the resources of the bank and something about the organization. Will you not drop in some time and at least permit us to become acquainted?

Very truly yours, (Handwritten) _R. T. Newell_, President.

_General services_

Trust companies and national banks are very generally extending their services to cover the administration of decedents' estates, to advise upon investments, to care for property, and to offer expert tax services. In most cases, these services are set out in booklets and the letter either encloses the booklet or is phrased to have the recipient ask for the booklet.

_Letter proffering general services:_

GRIGGS NATIONAL BANK 28 FIFTH AVE. NEW YORK

November 16, 1921.

Mr. Henry Larkin, 3428 Cathedral Parkway, New York.

Dear Sir:

We are writing to call your attention to several services which this bank has at your command and which we should be happy to have you avail yourself of:

(1) The Bond Department can give you expert and disinterested advice on investments and can in addition offer you a selection of well-chosen season bonds of whatever character a discussion of your affairs may disclose as being best suited to your needs.

(2) Our safe deposit vaults will care for your securities and valuable papers at an annual cost which is almost nominal.

(3) We have arrangements by which we can issue letters of credit that will be honored anywhere in the world, foreign drafts, and travellers' checks.

(4) If you expect to be away through any considerable period or do not care to manage your own investments, our Trust Department will manage them for you and render periodical accounts at a very small cost. This service is especially valuable because so frequently a busy man fails to keep track of conversion privileges and rights to new issues and other matters incident to the owning of securities.

(5) We will advise you, if you like, on the disposition of your property by will, and we have experienced and expert facilities for the administration of trusts and estates.

I hope that we may have the opportunity of demonstrating the value of some or all of these services to you; it would be a privilege to have you call and become acquainted with the officers in charge of these various departments.

I am

Very truly yours, (Handwritten) _Lucius Clark_, President.

_A letter offering to act as executor_

GRIGGS NATIONAL BANK 28 FIFTH AVENUE NEW YORK

June 25, 1923.

Mr. Lawrence Loring, 11 River Avenue, Yonkers, N. Y.

Dear Sir:

May I call to your attention the question which every man of property must at some time gravely consider, and that is the disposition of his estate after death?

I presume that as a prudent man you have duly executed a last will and testament, and I presume that it has been drawn with competent legal advice. But the execution of the will is only the beginning. After your death will come the administration of the estate, and it is being more and more recognized that it is not the part of wisdom to leave the administration of an estate in the hands of an individual.

It used to be thought that an executor could be qualified by friendship or relationship, but unfortunately it has been proved through the sad experience of many estates that good intentions and integrity do not alone make a good executor. Skill and experience also are needed.

This company maintains a trust department, under the supervision of Mr. Thomas G. Shelling, our trust officer, who has had many years of experience in the administration of estates. Associated with him is a force of specialists who can care for any situation, usual or unusual, that may arise. The services of these men can be placed at your disposal. I can offer to you not only their expert services but also the continuity of a great institution.

Individuals die. Institutions do not die. If you will turn over in your mind what may be the situation thirty years hence of any individual whom you might presently think of as an executor, I believe you will be impressed with the necessity for the continuity of service that can be offered only by a corporation. In many cases there are personal matters in the estate which a testator may believe can best be handled only by some of his friends. In such a case it is usual to join the individual executors with a corporate executor.

It would be a privilege to be able to discuss these matters with you.

Very truly yours, (Handwritten) _Lucius Clark_, President.

P.S. Wills are quite frequently lost or mislaid and sometimes months elapse before they are discovered. It is needless to point out the expense and inconvenience which may be entailed. We are happy to keep wills free of charge.

_A letter offering tax services_

INTERVALE NATIONAL BANK INTERVALE, N. Y.

June 1, 1923.

Mr. Michael Graham, Intervale, N. Y.

Dear Sir:

This bank is prepared to advise you in the preparation of your income and other tax returns. It is a service that is yours for the asking, and we hope that you will avail yourself of it.

The department is open during banking hours, but if these hours are not convenient to you, special appointments can be made.

Very truly yours, (Handwritten) _Samuel Drake_, President.

_A letter giving the record of the bank_

INTERVALE NATIONAL BANK INTERVALE, N. Y.

July 6, 1923.

Mr. Donald West, Intervale, N. Y.

Dear Sir:

As a depositor you will be interested in the enclosed booklet which records what the officers and directors think is a notable showing for the bank during the past year. I hope that you will also find it inspiring and will pass it on to a friend who is not a depositor with us.

May I thank you for your patronage during the past year, and believe me

Very truly yours, (Handwritten) _Samuel Drake_, President.

LETTERS OF ORDER AND ACKNOWLEDGMENT

_Order where the price of articles is known_

North Conway, N. H., August 19, 1921.

Messrs. L. T. Banning, 488 Broadway, New York, N. Y.

Gentlemen:

Please send me, at your earliest convenience, by United States Express, the following:

1 doz. linen handkerchiefs, tape edge, regular size $ 6.00 1 pr. Triumph garters, silk, black .75 4 white oxford tennis shirts, size 15-1/2 @ $3.00 12.00 6 pr. white lisle socks, size 11 @ $.50 3.00 _________

Total $21.75

I am enclosing a money order for $21.75.

Yours very truly, Oscar Trent.

Enclosure (Money Order)

_Order where the price is not known_

Flint, Michigan, July 14, 1922.

The Rotunda, 581 State Street, Chicago, Ill.

Gentlemen:

Please send as soon as possible the following:

2 prs. camel's hair sport stockings, wide-ribbed, size 9 1 blue flannel middy blouse, red decoration, size 16 1 "Dix make" housedress, white pique, size 38 1 copy of "Main Street"

I enclose a money order for thirty dollars ($30.00) and will ask you to refund any balance in my favor after deducting for invoice and express charges.

Very truly yours, Florence Kepp.

Encl. M. O.

Williamsport, Pa., March 10, 1921.

Carroll Bros., 814 Chestnut St., Philadelphia, Pa.

Gentlemen:

Please send me the following articles by parcels post as soon as possible:

2 doz. paper napkins, apple blossom or nasturtium design 1 "Century" cook book 1 pair "Luxury" blue felt bedroom slippers, leather sole and heel 1 large bar imported Castile soap 1 pair elbow length white silk gloves, size 6-3/4

Enclosed is a money order for $15.00. Please refund any balance due me.

Yours truly, Janet M. Bent (Mrs. Elmer Bent)

_Formal acknowledgments_

It is still a formal custom to acknowledge some kinds of orders by a printed or an engraved form. Some of the older New York business houses use the engraved forms which arose in the days before typewriters and they are very effective.

_General acknowledgment forms_

THE GENERAL STORES CO. CHICAGO, ILL.

April 18, 1923.

Mr. Walter Crump, 29 Adams Street, Maple Centre, Ill.

Dear Sir:

We acknowledge with thanks your order No. ______ which will be entered for immediate shipment and handled under our No. ______ to which you will please refer if you have occasion to write about it.

If we are unable to ship promptly we will write you fully under separate cover.

Very truly yours, The General Stores Co. _S._

THE GENERAL STORES CO., CHICAGO, ILL.

June 13, 1922.

Mr. Joseph Ward, Wadsworth Hill, Ill.

Dear Sir:

We have received your order __________ requesting attention to __________ No. __________.

Unless special attention is demanded, the routine schedule is on a ten-day basis, and we therefore expect to ______ your instrument on or about __________.

In corresponding on this subject please refer to order No. ______.

Very truly yours, The General Stores Co. _S._

_In answer to a letter without sufficient data_

THE GENERAL STORES CO. CHICAGO, ILL.

September 8, 1922.

Mrs. Benjamin Brown, Carr City, Ill.

Dear Madam:

We thank you for your order recently received for one shirt waist and two pairs of stockings.

We were unable to proceed with the order, as the size of the waist was not given. If you would be kind enough to state what size you wish, we shall gladly make immediate shipment.

Very truly yours, The General Stores Co. _S._

_Where the goods are not in hand_

L. &. L. YOUNG 600 FIFTH AVENUE NEW YORK, N. Y.

November 3, 1921.

Mrs. John Evans, 500 Park Avenue, New York, N. Y.

Dear Madam:

We are out of size 5 B at present in the white kid shoes you desire, but we should be pleased to order a pair for you, if you wish, which would take two weeks. If this is not satisfactory to you, perhaps you will call and select another pair.

Kindly let us know what you wish done in this matter.

Very truly yours, L. & L. Young.

LETTERS OF COMPLAINT AND ADJUSTMENT

The letter of complaint is purely a matter of stating exactly what the trouble is. The letter replying to the complaint is purely an affair of settling the trouble on a mutually satisfactory basis. The Marshall Field attitude that "the customer is always right" is the one that it pays to assume. The customer is by no means always right, but in the long run the goodwill engendered by this course is worth far more than the inevitable losses through unfair customers. The big Chicago mail order houses have been built up on the principle of returning money without question. Legalistic quibbles have no place in the answer to a complaint. The customer is rightly or wrongly dissatisfied; business is built only on satisfied customers. Therefore the question is not to prove who is right but to satisfy the customer. This doctrine has its limitations, but it is safer to err in the way of doing too much than in doing too little.

_Claims for damaged goods_

This letter is complete in that it states what the damage is.

420 Commonwealth Avenue, Boston, Mass., February 8, 1922.

Messrs. Wells & Sons, 29 Summer Street, Boston, Mass.

Gentlemen:

The furniture that I bought on February 3rd came to-day in good condition with the exception of one piece, the green enamel tea-wagon. That has a crack in the glass tray and the lower shelf is scratched. Will you kindly call for it and, if you have one like it in stock, send it to me to replace the damaged one?

Very truly yours, Edna Joyce Link. (Mrs. George Link)

830 Main Street, Saltview, N. Y., May 2, 1921.

Acme Dishwasher Co., Syracuse, N. Y.

Gentlemen:

I regret to inform you that the Acme dishwasher which I purchased from your local dealer, I. Jacobs, on December 4, 1920, has failed to live up to your one-year guarantee. In fact, the dishwasher is now in such bad condition that I have not used it for three weeks.

I must therefore request that in accordance with the terms of your guarantee you refund the purchase price of ninety dollars ($90).

Very truly yours, Eleanor Scott. (Mrs. Lawrence Scott)

_Complaint of poor service_

Webster Corners, Mo., April 24, 1920.

Messrs. Peter Swann Co., Kansas City, Mo.

Gentlemen:

Attention Mr. Albert Brann.

On Tuesday last I bought at your store two boys' wash suits. This is Monday and the goods have not yet been delivered. The delay has caused me great inconvenience. If this were the first time that you had been careless in sending out orders I should feel less impatient, but three times within the last four weeks I have been similarly annoyed.

On March 3rd I sent back my bill for correction, goods returned not having been credited to my account. On March 15th the bill was again sent in its original form with a "please remit." I again wrote, making explanation, but to date have received no reply. If I must be constantly annoyed in this manner, I shall have to close my account.

Very truly yours, Helena Young Tremp. (Mrs. Kenneth Tremp)

_Replies to letters of complaint_

WELLS & SONS 29 SUMMER STREET BOSTON, MASS.

August 12, 1922.

Mrs. Samuel Sloane, Chelsea, Mass.

Dear Madam:

We have your letter of August 8th in regard to the damaged perambulator. We are very sorry indeed that it was damaged, evidently through improper crating, so that there does not seem to be any redress against the railway.

We shall be glad to make a reasonable allowance to cover the cost of repairs, or if you do not think the perambulator can be repaired, you may return it to us at our expense and we will give your account credit for it. We will send you a new one in exchange if you desire.

Very truly yours, Wells & Sons.

WELLS & SONS 29 SUMMER STREET BOSTON, MASS.

May 11, 1923.

Mrs. Julia Furniss, 29 Oak Street, Somerville, Mass.

Dear Madam:

We have received your note of May 8th in regard to the bathroom scales on your bill of May 1st.

We do not send these scales already assembled as there is considerable danger of breakage, but we shall send a man out to you on Wednesday the twelfth to set them up for you. The missing height bar will be sent to you.

Very truly yours, Wells & Sons.

THE STERLING SILVER CO. 2800 FIFTH AVE. NEW YORK

December 17, 1923.

Mrs. Daniel Everett, 290 Washington Square, New York.

Dear Madam:

We regret that it will be impossible to have your tea spoons marked as we promised. Marking orders were placed in such quantities before yours was received that the work cannot be executed before December 28th.

We are, therefore, holding the set for your further instructions and hope that this will not cause any disappointment.

Very truly yours, The Sterling Silver Co.

REX TYPEWRITER CO. 20 SO. MICHIGAN AVE. CHICAGO, ILL.

November 6, 1922.

Mr. John Harris, Wayside, Ill.

Dear Sir:

We are in receipt of the damaged No. 806 typewriter which you returned, and have forwarded a new typewriter which was charged to your account.

Please mail us a freight bill properly noted, showing that the typewriter which you returned was received in a damaged condition, so that the cost of repairs can be collected from the transportation company and the proper credit placed to your account.

Very truly yours, Rex Typewriter Co.

WELLS & SONS 29 SUMMER STREET BOSTON, MASS.

September 25, 1922.

Mr. Louis Wright, Quincy, Mass.

Dear Sir:

Our warehouse headquarters have just informed us in reply to our telegram, that your order No. 263 of September 6th was shipped on September 14th by express direct.

We regret the delay, and hope the goods have already reached you.

Very truly yours, Wells & Sons.

WELLS & SONS 29 SUMMER STREET BOSTON, MASS.

June 7, 1923.

Mrs. Ralph Curtis, 5928 Commonwealth Ave., Boston, Mass.

Dear Madam:

We are sorry to learn from your letter of June 5th that you found two buttons missing from your suit. We have no more buttons like the one you enclosed and cannot get any, as the suit is an import. But if you will let us know the number of buttons in the entire set, we will send you a complete set of buttons as nearly like the sample as possible.

I hope this will be a satisfactory solution.

Very truly yours, Wells & Sons.

_A routine letter of adjustment_

HALL BROTHERS 500 FOURTH STREET DAYTON, O.

January 28,1923.

Mr. Philip Drew, 480 Milk Street, Boston, Mass.

Dear Sir:

We have received your letter of ______ and regret to learn that ______. We will carefully investigate the matter at once and within a day or two will write you fully.

Very truly yours, Hall Brothers.

WELLS & SONS 29 SUMMER STREET BOSTON, MASS

January 2, 1923.

Mr. George Larabee, Sunnyside, Vt.

Dear Sir:

In compliance with your request of December 27th we shall mail our check to-morrow for $16.98 for the humidor which you returned. We regret very much the delay in this matter. Our only excuse for it is the holiday rush in our delivery department which prevented the delivery of the humidor in time for Christmas.

We hope you will overlook the delay and give as another opportunity to serve you.

Very truly yours, Wells & Sons.

CREDIT AND COLLECTION LETTERS

Business is done largely on credit, but comparatively few men in business seem to understand that in the letters concerning accounts lies a large opportunity for business building. The old-style credit man thinks that it is all important to avoid credit losses; he opens an account suspiciously and he chases delinquent accounts in the fashion that a dog goes after a cat.

Business is not an affair of simply not losing money: it is an affair of making money. Many a credit grantor with a perfect record with respect to losses may be a business killer; he may think that his sole function is to prevent losses. His real function is to promote business. The best credit men in the country are rarely those with the smallest percentage of losses, although it does happen that the man who regards every customer as an asset to be conserved in the end has very few losses.

Therefore, in credit granting, in credit refusing, and in collection, the form letter is not to be used without considerable discrimination. It is inadvisable to strike a personal note, and many firms have found it advantageous to get quite away from the letter in the first reminders of overdue accounts. They use printed cards so that the recipient will know that the request is formal and routine.

Another point to avoid is disingenuousness, such as "accounts are opened for the convenience of customers." That is an untrue statement. They are opened as a part of a method of doing business and that fact ought clearly to be recognized. It does not help for good feeling to take the "favoring" attitude. Every customer is an asset; every prospective customer is a potential asset. They form part of the good-will of the concern.

Tactless credit handling is the most effective way known to dissipate good-will.

_To open a charge account_

4601 Fourth Avenue, New York, May 3, 1922.

Hoyt & Jennings, 32 East Forty Eighth Street, New York.

Gentlemen:

I desire to open a credit account with your company.

Will you let me know what information you desire?

Very truly yours, Harold Grant.

or, according to the circumstances any of the following may be used:

I desire to open a line of credit _________________________ I desire to open an account _______________________________ I desire to maintain an open account ______________________ I desire to maintain a charge account _____________________

_Replies to application for credit_

HOYT & JENNINGS 32 EAST 48TH ST. NEW YORK

May 8, 1923.

Mr. Harold Grant, 48 Dey Street, New York.

Dear Sir:

May we thank you for your letter of May 3rd in which you expressed a desire to have an account with us?

We enclose a copy of our usual form and trust that we shall have the privilege of serving you.

Yours very truly, (Handwritten) _F. Burdick_, Credit Manager, Hoyt & Jennings.

HOYT & JENNINGS 32 EAST 48TH STREET NEW YORK

May 18, 1923.

Mr. Harold Grant, 48 Dey Street, New York.

Dear Sir:

We are glad to notify you that, in accordance with your request, a charge account has been opened in your name.

At the beginning of our new business relations, we wish to assure you that we shall try to give satisfaction, both with our goods and with our service. Whenever you purchase an article, it is simply necessary that you inform the sales person waiting on you that you have a charge account--and then give your name and address.

As is customary in our business, a statement of purchases made during the preceding month will be rendered and will be due on the first of each month.

We are awaiting with pleasant anticipation the pleasure of serving you.

Very truly yours, (Handwritten) _F. Burdick_, Credit Manager, Hoyt & Jennings.

_Refusing credit_

(This is one of the most difficult of all letters to write and one in which extreme care should be used for it may happen that the references have not replied accurately or that there may be somewhere an error. Many people entitled to credit have never asked for it and therefore have trouble in giving references. A brusque refusal will certainly destroy a potential customer and is always to be avoided. The best plan is to leave the matter open. Then, if the applicant for credit has really a standing, he will eventually prove it.)

HOYT & JENNINGS 32 EAST 48TH STREET NEW YORK

Mr. Harold Grant, 48 Dey Street, New York.

Dear Sir:

May we thank you for your letter of May 5th and for the names of those whom you were kind enough to give as references?

The information that we have received from them is unfortunately not quite complete enough for the purposes of our formal records. Would you care to furnish us with further references in order that the account may be properly opened? Or perhaps you would rather call in person.

Very truly yours, (Handwritten) _F. Burdick_, Credit Manager, Hoyt & Jennings.

_Where an order has been sent in by one who has not opened an account_

GREGORY SUPPLY CO. 114 MAIN STREET BALTIMORE, MD.

July 13, 1923.

J. K. Cramer & Brothers, New Sussex, Md.

Gentlemen:

We write to thank you for your order of July 10th, amounting to $320 and we are anxious to make shipment quickly.

Our records do not show that we have previously been receiving your orders and hence unfortunately we have not the formal information desired by our credit department so that we can open the account that we should like to have in your name. For we trust that this will be only the first of many purchases.

Will you favor us by filling out the form enclosed and mailing it back as soon as convenient? The information, of course, will be held strictly confidential.

We are preparing the order for shipment and it will be ready to go out.

Yours truly, (Handwritten) _B. Allen_, Credit Manager Gregory Supply Co.

LETTERS TO REFERENCES GIVEN BY THE APPLICANT

_To a bank_ (A bank will not give specific information)

GREGORY SUPPLY CO. 114 MAIN STREET BALTIMORE, MD.

July 25, 1923.

Haines National Bank, Baltimore, Md.

Gentlemen:

We have received a request from Mr. Cramer of New Sussex, Md., who informs us that he maintains an account with you for the extension of credit. He has given you as a reference.

Will you kindly advise us, in confidence and with whatever particularity you find convenient, what you consider his credit rating? Any other information that you may desire to give will be appreciated.

We trust that we may have the opportunity to reciprocate your courtesy.

Very truly yours, (Handwritten) _B. Allen_, Credit Manager, Gregory Supply Co.

_To a commercial house_

GREGORY SUPPLY CO. 114 MAIN STREET BALTIMORE, MD.

July 25, 1923.

Bunce & Co., 29 Vine Ave., Baltimore, Md.

Gentlemen:

We shall be much obliged to you if you will kindly inform us concerning your credit experience with Mr. J. K. Cramer of New Sussex, Md., who desires to open an account with us and who has referred us to you.

We shall be happy at any time to reciprocate the courtesy.

Yours truly, (Handwritten) _B. Allen_, Credit Manager Gregory Supply Co.

_Another letter of the same description in a printed form_

(Name and address to be typewritten in)

GREGORY SUPPLY CO. 114 MAIN STREET BALTIMORE, MD.

(Date to be typewritten in)

Gentlemen:

J. K. Cramer, of New Sussex, Md., desires to open an account with our store and has given your name as a reference.

Your courtesy in answering the questions given below will be appreciated. We shall be glad to reciprocate it at any time.

Yours truly, Gregory Supply Co.

(Please fill out and return as soon as convenient.)

1. Has he an account with you now? ________________________ 2. How long has he had the account? _______________________ 3. How does he pay? Prompt ______ Medium ______ Slow ______ 4. Have you ever had difficulty in collecting? ____________ 5. What limit have you placed on the account? _____________ 6. Special information. ___________________________________

_In reply to the above_

(A)

BUNCE & COMPANY 89 STATE ST. BALTIMORE, MD.

July 29, 1923.

Gregory Supply Co., Baltimore, Md.

Gentlemen:

In reply to your letter of October 14th in which you inquire concerning the responsibility of J. K. Cramer of New Sussex, Md., we are glad to help you with the following information.

Mr. Cramer has had a charge account with our store during the last five years. Our records show that he has always met our bills in a satisfactory manner. His account is noted for a monthly limit of $300, but he has never reached it.

Our own experience is that Mr. Cramer is a desirable customer.

Yours very truly, Bunce & Company.

(B)

WALSH MACHINE CO. 29 ELM STREET BALTIMORE, MD.

July 30, 1923.

Gregory Supply Co., Baltimore, Md.

Gentlemen:

Concerning Mr. J. K. C., about whom you inquired in your letter of October 14th, our records show that our experience with this account has not been satisfactory.

We find that during the last five years in which he has had an account with us he has caused us considerable trouble with regard to his payments. At the present moment he owes us $240 for purchases made approximately six months ago, to recover which amount we have instructed our attorneys to institute legal proceedings.

We hope that this information will be of assistance to you.

Yours very truly, Walsh Machine Co.

PLUM BROTHERS 2800 BROAD STREET PHILADELPHIA, PA.

July 31, 1923.

Gregory Supply Co., 614 Main Street, Baltimore, Md.

Gentlemen:

We are glad to give you the information you wish concerning our experiences with the A. B. C. Company, about whom you inquire in your letter of April 9th.

The company first came to us on November 8, 1920. On that date they purchased from us 50 lawn mowers at a total cost of $500. They took advantage of the discount by paying the bill on November 18th.

In January, 1921, they gave us an order for 100 at a total cost of $900. This bill they paid in February.

Their latest purchase from us was in July, 1921. At this time their order amounted to 25 lawn mowers. They paid the bill in October after we had sent them several requests for remittance.

We trust this information will be of some value to you in determining just what amount of credit you may feel justified in extending to them.

Very truly yours, (Handwritten) _H. Plum_, Plum Brothers.

_Offering credit_

DWIGHT & DAVIS 89 PARK STREET ALBANY, N. Y.

October 9, 1922.

Mrs. Herbert Reid, 1400 Fourth Avenue, Albany, N. Y.

Dear Madam:

Whenever you wish to come in and purchase without cash, it will be a great pleasure to us to open a charge account with you.

We have made a record here in the store so that whenever you call it will have been arranged for you to purchase whatever you want.

We think you will approve of the character of service and the quality of merchandise. We wish to win not only your patronage, but your friendship for our store.

Every up-to-date woman realizes the many benefits, the conveniences, and even prestige she enjoys through having a charge account at a dependable store.

A store, in turn, is judged by its charge accounts--it is rated by the women who have accounts there.

And so, because of your standing in the community, if you avail yourself of our invitation to do your buying here, you are reflecting credit both on yourself and on us.

We hope you will decide to let us serve you--all our facilities are completely at your service.

We should like you to feel that our store is especially adapted to your needs.

Yours very truly, (Handwritten) _C. Dale_, Credit Manager, Dwight & Davis.

SUMMIT BOX COMPANY KANSAS CITY, MO.

November 13, 1923.

George Harrow & Co., 29 Fifth Street, Kansas City, Mo.

Gentlemen:

We want to thank you for your order of November 10th, with your check enclosed in full payment. We appreciate the business you have been giving us. The thought has frequently occurred to us that you may desire the advantages of an open account with us. We believe that such an arrangement will make transactions more convenient. We therefore have the pleasure of notifying you that we have noted your account for our regular credit terms of 2% 10 net 30, up to a limit of $500.

We hope that both your business and our acquaintance with you will develop to such an extent that it will be a pleasure to extend to you from time to time larger credit accommodations to take care of your increasing needs.

The business relations between us have been so agreeable that we feel they will continue so. Please remember that if we can ever be of assistance to you in helping you in your business we only ask that you call upon us.

Very truly yours, (Handwritten) _G. Harris_ Credit Manager Summit Box Company.

Collection letters may very easily be overdone. The old idea was that any expense or any threat was justified if it got the money, but among the more advanced collection departments common sense has crept in, and it has been ascertained by cost-finding methods that it is not worth while to pursue a small account beyond a certain point and that when that point is reached it is economy to drop the matter. How far it is wise to go in attempting to collect an account is an affair of costs, unless one has a penchant for throwing good money after bad.

The point to bear in mind in writing a collection letter is that it is a collection letter--that it is an effort to get money which is owed. It would not seem necessary to emphasize so entirely self-evident a point were it not unfortunately sometimes overlooked and the collection letter made an academic exercise. There is no excuse for a long series of collection letters--say eight or ten of them. After a man has received three or four letters you can take it for granted that he is beyond being moved by words. You must then have recourse to some other mode of reaching him. Drawing on a debtor is also of small use; the kind of a man who will honor a collection draft would pay his bill anyhow.

If a debtor has assets and there is no dispute concerning the account, he will usually pay. He may pay because you threaten him, but most people with the ability to owe money are quite impervious to threats, and although a threatening letter may seem to bring results, it can never be the best letter because on the other side of the ledger must be recorded the loss of the customer. The average writer of a collection letter usually gets to threatening something or other and quite often exposes himself to the danger of counter legal action. (See Chapter XI on The Law of Letters.)

The most successful collection men do not threaten. The best of them actually promote good-will through their handling of the accounts. The bully-ragging, long-winded collection letter has no place in self-respecting business. The so-called statements of collection by which papers drawn up to resemble writs are sent through the mails, or served, not only have no place in business but many of them are actually illegal.

The letters which are appended have been chosen both for their effectiveness and their courtesy. They represent the best practice. It is, by the way, not often wise for the creditor to set out his own need for money as a reason why the debtor should pay the account. It is true that the sympathy of the debtor may be aroused, but the tale of misery may lead him to extend comfort rather than aid. However, several such letters have been included, not because they are good but because sometimes they may be used.

_Collection letters_

Most firms have adopted a series of collection letters beginning with the routine card reminder of an overdue account and following with gradually increasingly personal second, third, fourth, and so on, letters.

_First letter--printed card_

THE ENCLOSED STATEMENT OF ACCOUNT IS SENT TO YOU AS WE BELIEVE YOU HAVE OVERLOOKED ITS PAYMENT.

STONE BROTHERS

_Second letter_

STONE BROTHERS NEW YORK

March 15, 1917.

Miss Grace Duncan, 146 Prospect Park West, Brooklyn, N. Y.

Dear Madam:

There appears an amount of $29.36 open in your name for the months of October to January which, according to our terms of sale, is now overdue, and if no adjustment is necessary, we trust you will kindly favor us with a check in settlement.

Very truly yours, Stone Brothers, New York, (Handwritten) _James Miller_, Collection Manager.

_Third letter_

STONE BROTHERS NEW YORK

April 2, 1917.

Miss Grace Duncan, 146 Prospect Park West, Brooklyn, N. Y.

Dear Madam:

Our letters of February 15th and March 15th have brought no reply from you. Since they have not been returned by the Post Office we must presume that you received them.

You naturally wish to keep your credit clear. We wish to have it clear. It is really a mutual affair. Will you not send a check and keep the account on a pleasant basis?

Very truly yours, Stone Brothers, (Handwritten) _James Miller_, Collection Manager. The amount is $29.36.

_Fourth letter_

STONE BROTHERS NEW YORK

April 16, 1917.

Miss Grace Duncan, 146 Prospect Park West, Brooklyn, New York.

Dear Madam:

We have no desire to resort to the law to collect the $29.36 due us, but unless your remittance is in our hands by May 1st, we shall take definite steps for the legal collection of your account. May we hear from you at once?

Very truly yours, Stone Brothers, (Handwritten) _James Miller_, Collection Manager.

The following are collection letters of varying degrees of personal tone. In these seven letters are given the body of the letter, with the salutation and the complimentary close. Headings and signatures have been omitted.

Dear Sir:

A statement is enclosed of your account, which is now past due. A remittance will be appreciated.

Yours truly,

Dear Madam:

We desire to call your attention again to your past-due account for the month of January for $90.52, a statement of which was mailed to you several weeks ago. We shall appreciate receiving your check in payment of this account by return mail.

Very truly yours,

Gentlemen:

Two weeks ago we mailed you a statement of account due at that time, and as we have heard nothing from you we thought it possible that our letter may have miscarried. We are sending you a duplicate of the former statement, which we hope may reach you safely and have your attention.

Very truly yours,

_To follow the preceding letter_

Gentlemen:

We call your attention to the enclosed statement of account which is now past due. We have sent you two statements previous to this, to which you seem to have given no attention.

It may be possible that you have overlooked the matter, but we hope this will be a sufficient reminder and that you will oblige us with a remittance without further delay.

Very truly yours,

Dear Sir:

We are enclosing a statement of your account and we request as a special favor that you send us a remittance previous to the 28th of this month if possible. The amount is small, but not the less important. We have unusually heavy obligations maturing on the first of next month and you will understand that for the proper conduct of business the flow of credit should not be dammed up.

In looking over your account for the last few months, it occurs to us that we are not getting a great deal of your business. If this is due to any failure or negligence on our part, perhaps you will undertake to show us where we are lacking because we surely want all of your business that we can get.

Very truly yours,

_Follow-up letters_

Dear Sir:

We wrote you on 18th February and enclosed a statement of your account. We hoped at the time that you would send us a check by return mail. If our account does not agree with your books, kindly let us know at once so that we may promptly adjust the differences.

We hope that you can accommodate us as requested in our previous letter and that we will hear from you by the 10th of March. We again assure you that a remittance at this particular time will be greatly appreciated.

Also please remember that we want your orders, too. Prices on copper wire are likely to make a sharp advance within a few days.

Very truly yours,

January 19, 1921.

Dear Sir:

We are enclosing a statement showing the condition of your account at this writing, and we must ask you to be kind enough to do your utmost to forward us your check by return mail.

Our fiscal year closes January 31st and it is naturally our pride and endeavor to have as many accounts closed and in good standing as is possible for the coming year, and this can materialize only with your kind cooeperation.

Very truly yours,

LETTERS OF APPLICATION

_Application for position as stenographer_

648 West 168th Street, New York, N. Y., April 4, 1922.

Mr. B. C. Kellerman, 1139 Broad Street, New York, N. Y.

Dear Sir:

This may interest you:

I can take dictation at an average rate of 100 words a minute and I can read my notes. They are always accurate. If you will try me, you will find you do not have to repeat any dictation. I never misspell words.

I am nineteen, a high school graduate, quick and accurate at figures. I have a good position now, uptown, but I should prefer to be with some large corporation downtown. I am interested in a position with room at the top.

I am willing to work for $18 a week until I have demonstrated my ability and then I know you will think me worth more.

A letter or a telephone message will bring me in any morning you say to take your morning's dictation, write your letters, and leave the verdict to you.

Will you let me try?

Very truly yours, Edith Hoyt. Telephone Riverside 8100

_Application for position as secretary_

149 East 56th Street, Chicago, Ill., December 1, 1923.

Mr. Ralph Hodge, Boone & Co., 2000 So. Michigan Ave., Chicago, Ill.

Dear Sir:

This is in answer to your advertisement for a secretary. I have had the experience and training which would, I think enable me satisfactorily to fill such a position. I recognize, of course, that whatever my experience and training have been they would be worse than useless unless they could be modified to suit your exact requirements. (Here set out the experience.)

The lowest salary I have ever received was twelve dollars a week, when I began work. The highest salary I have received was thirty dollars a week, but I think that it would be better to leave the salary matter open until it might be discovered whether I am worth anything or nothing.

Very truly yours, (Miss) Mary Rogers.

_Answer to an advertisement from an applicant who has had no experience_

245 East 83rd Street, Chicago, Ill.

Mr. Ralph Hodge, Boone & Co., 2000 So. Michigan Ave., Chicago, Ill.

Dear Sir:

This is in answer to your advertisement for a secretary, in which you ask that the experience of the applicant be set forth. I have had no experience whatsoever as a secretary. Therefore, although I might have a great deal to learn, I should have nothing to unlearn.

I understand what is expected of a secretary, and I hope that I have at least the initial qualifications. I have had a fair education, having graduated from Central High School and the Crawford Business Academy, and I have done a great deal of reading. I am told that I can write a good letter. I know that I can take any kind of dictation and that I can transcribe it accurately, and I have no difficulty in writing letters from skeleton suggestions.

Your advertisement does not give the particular sort of business that you are engaged in, but in the course of my reading I have gathered a working knowledge of economics, finance, business practice, and geography, some of which might be useful. I am writing this letter in spite of the fact that you specified that experience was necessary, because one of my friends, who is secretary to a very well-known corporation president, told me that she began in her present place quite without experience and found herself helped rather than handicapped by the lack of it.

I am twenty-two years old and I can give you any personal or social references that you might care for. I have no ideas whatsoever on salary. In fact, it would be premature even to think of anything of the kind. What I am most anxious about is to have a talk with you.

Very truly yours, (Miss) Margaret Booth.

_Applications for position as sales manager_

1249 Huntington Ave., Boston, Mass.

Mr. Henry Jessup, White Manufacturing Co., 89 Milk Street, Columbus, O.

Dear Sir:

Mr. A. C. Brown of the Bronson Company tells me you are in immediate need of a sales manager for the Western Illinois territory.

Western Illinois offers a promising opportunity for the sale of farm implements and devices. During my experience with the Johnson & Jones Company, I got to know the people of this section very well, and I know how to approach them. The farmers are well-to-do and ready for improvements that will better their homes, lands, and stock. There could not be a better place to start.

As Mr. Brown will tell you, I have been with the Bronson Company for five years. I started as clerk in the credit office, gradually working out into the field--first as investigator, then salesman, and for the last two years as sales manager of the Western Virginia territory. The returns from this field have increased 100 per cent. since I began. With the hearty cooeperation of the men on the road, I have built up a system about which I should like to tell you. It would work out splendidly selling Defiance Harrows in Western Illinois.

My home is in Joliet and I want to make my headquarters there. I have no other reason for quitting the Bronson Company, who are very fair as far as salary and advancement are considered.

My telephone number is Cherry 100. A wire or letter will bring me to Columbus to talk with you.

Very truly yours, Gerald Barbour.

70 Blain Ave., Boston, Mass., May 4, 1921.

Mr. John Force, 6 Beacon Street, Boston, Mass.

Dear Sir:

This letter may be of some concern to you. I am not a man out of a job, but have what most men would consider one that is first-class. But I want to change, and if you can give me a little of your time, I will tell you why and how that fact may interest you.

In a word, I have outgrown my present position. I want to get in touch with a business that is wide-awake and progressive; one that will permit me to work out, unhampered, my ideas on office organization and management--ideas that are well-founded, conservative, and efficient. My present position does not give play to initiative.

If you at this time happen to be looking for a man really to manage your office, audit accounts, or take charge of credits, my qualifications and business record will show you that I am able to act in any or all of these capacities.

I have written with confidence because I am sure of myself, and if I undertake to direct your work, you may be assured that it has a big chance of being successful.

If you so desire, I shall be glad to submit references in a personal interview.

Very truly yours, Clive Drew. Telephone Winthrop 559-w

_Answers to letters of application_

HARRISON NATIONAL BANK TRENTON, N. J.

February 2, 1923.

Mr. James Russell, 63 State Street, Trenton, N. J.

Dear Sir:

I wish to acknowledge your letter of application of December 8th. At present we have no vacancies of the type you desire. I am, however, placing your application on file.

Very truly yours, Samuel Caldwell.

HARRISON NATIONAL BANK TRENTON, N. J.

February 2, 1923.

Mr. James Russell, 63 State Street, Trenton, N. J.

Dear Sir:

I wish to acknowledge your letter of application of December 8th. At present we have no vacancies of the type that you desire. However, I should be very glad to have a talk with you on December 12th at my office at four o'clock.

Very truly yours, Samuel Caldwell.

LETTERS OF REFERENCE

_Letter asking for reference_

468 Walnut Street, Philadelphia, Pa., May 5, 1923.

Mr. William Moyer, Triumph Hosiery Co., 4000 Broad Street, Philadelphia, Pa.

My dear Mr. Moyer:

I am looking for a position as cashier with the Bright Weaving Company. My duties there would be similar in every way to my work in your office, and a recommendation from you would help greatly.

Mr. Sawyer, the first vice-president of the Bright Weaving Company, knows you personally, hence an opinion from you would have particular effect.

Your kindness would be deeply appreciated, as have been all your kindnesses in the past.

Yours very sincerely, Philip Rockwell.

A useful practice adopted by some firms is the requirement of a photograph from every applicant for a position.

HADDON IRON WORKS PHILADELPHIA, PA.

_Paste photograph of applicant here_ April 30, 1917.

B. F. Harlow & Co., Paterson, N. J.

Dear Sirs:

Philip Smith (photo attached) has applied to us for a position as steamfitter.

His application states that he has been in your employ for three years and that he is leaving to take a position in this city.

As all applicants are required by us to furnish references as to character and ability, we shall appreciate your giving us the following information.

Very truly yours, (Handwritten) _Samuel Sloane_, Employment Manager.

Is his statement correct? Are his character and habits good? Had he the confidence of his employers? Can he fill the position for which he has applied?

Remarks: Signed Dated

_Some general letters of recommendation_

March 4, 1923.

To Whom It May Concern:

I have known the bearer, John Hope, for four years. He is of fine family and has been one of our most highly regarded young men. I would heartily recommend him.

Richard Brown.

April 18, 1922.

Gentlemen:

The bearer, George Frothingham, is a young man of my acquaintance whom I know and whose family I have known for some time. They are splendid people. This boy is ambitious and thoroughly reliable. I hope you can find a place for him.

Very truly yours, Gerald Law.

June 16, 1922.

To Whom It May Concern:

This is to certify that the bearer, Ernest Hill, is an acquaintance of mine, a man whom I know to be thoroughly trustworthy.

Harold Smith.

July 12, 1923.

Dear Sir:

This is to certify that Joseph Rance has been in my employ for eighteen months. He is a most willing and able worker, honest, steady, and faithful. I regret that I was obliged to let him go from my employ. I feel very safe in highly recommending him to you.

Very truly yours, George Bunce.

_Recommendation for a special position_

HARCOURT MANUFACTURING CO. 29 BOYLSTON STREET BOSTON, MASS.

October 10, 1921.

Mr. Gordon Edwards, 48 Tremont Street, Boston, Mass.

Dear Mr. Edwards:

At luncheon last Wednesday you mentioned that you were in need of another advertising writer. If the position is still open, I should like to recommend Mr. Bruce Walker.

When I first met Mr. Walker he was with Bellamy, Sears & Co., Boston, and was doing most of their newspaper advertising. His work was so good that I offered him a position as advertising writer with us. He accepted, with the approval of Bellamy Sears & Co., and has been with me for the last three years. He has written for us some of the best drawing copy that we ever used, and his work has been satisfactory in every way. He is original and modern in his advertising ideas, and knows how to express them forcefully but without exaggeration. His English is perfect.

I shall greatly regret losing Mr. Walker, but I cannot advance him above his present position, and I agree with him that he is equal to a bigger position than he has here. I hope you can give him the opportunity that he seeks. If you will see him personally, you will oblige both him and me.

Very sincerely yours, B. A. Yeomans.

_Thanks for recommendation_

29 Kelley Ave., Cleveland, O., October 4, 1923.

Mr. John Saunders, Jones Publishing Co., Cleveland, O.

My dear Mr. Saunders:

Your influence and kindly interest have secured for me the position with Tully & Clark. I want to thank you for the excellent recommendation which you gave me and to assure you that I shall give my best attention to my new work.

Very truly yours, John Dillon.

LETTERS OF INTRODUCTION

The method of delivering letters of introduction is fully described under social letters of introduction.

_Answer to a request for a letter of introduction_

89 Grand Ave., Detroit, Mich., August 8, 1923.

Mr. Albert Hall, 29 Main Street, Detroit, Mich.

My dear Mr. Hall:

Accompanying this note you find letters of introduction which I hope will be what you want.

I am glad to give you these letters and should you need any further assistance of this kind, please consider me at your disposal.

Yours truly, Clement Wilks.

_General letters of introduction_

89 Grand Ave., Detroit, Mich., August 8, 1923.

This will introduce the bearer, Mr. Albert Hall, whom I personally know as being a gentleman in conduct and reputation.

Any courtesy shown to Mr. Hall I shall consider a favor to myself, and I ask for him all possible attention and service.

Clement Wilks.

June 9, 1923.

To Whom It May Concern:

The bearer, David Clark, has been an acquaintance of mine for five years. He is a young man of good habits. I would recommend him for any position within his ability.

Ellery Saunders.

_Special introduction_

(The inside address, heading, and signature are to be supplied)

Dear Sir:

Mr. Walter Green, whom this will introduce to you, is a member of our Credit Department. He is visiting New York on a personal matter, but he has offered to make a personal investigation of the Crump case and I have advised him to see you, as the man who knows most about that affair. If you can find the time to give him a brief interview, you will do him a favor, and I also shall appreciate it.

Yours very truly, __________________ Vice-President.

_Introducing a stenographer in order to secure a position for her_

100 Wall Street, New York, N. Y., February 6, 1921.

Mr. William Everett, 347 Madison Avenue, New York, N. Y.

My dear Mr. Everett:

The bearer of this letter, Miss Mildred Bryan, my stenographer, is available for a position, owing to the fact that I am moving my office to Cincinnati.

She is an unusually competent young woman--quick, accurate, intelligent, and familiar with the routine of a law office.

If you need a stenographer, you cannot do better than engage Miss Bryan, and I am taking the liberty of giving her this letter for you.

Very truly yours, Howard S. Briggs.

LETTERS OF INQUIRY

_Requests for information_

Bradford Mills, Pa., August 9, 1923.

Dr. Louis Elliott, 29 Walnut Street, Philadelphia, Pa.

My dear Dr. Elliott:

I am writing a paper on Vitamines to be read before the Mothers' Club, an organization of Bradford Mills mothers.

I have drawn most of my material from your article in the _Medical Magazine_, acknowledging, of course, the source of my information. There are several points, however, on which I am not clear. As it is of great importance that this subject be presented to the mothers correctly, I am addressing you personally to get the facts.

1. Am I to understand that no other foods than those you mention contain these vitamines?

2. Are all the classes of vitamines necessary to life and will a child fed on foods containing all the known vitamines be better conditioned than one fed on only one kind?

I shall greatly appreciate your answering my questions. The members of the club have shown surprising interest in this matter of food.

Yours sincerely, Mabel Manners.

128 East Forty-Sixth Street, New York, N. Y., June 15, 1922.

The Prentiss Candy Co., Long Island City, N. Y.

Gentlemen:

The _Better Food Magazine_, to which I am a contributor, has asked me to make an investigation of the manufacture of the most widely advertised foods, with a view to writing an article on foods for the magazine.

I should like if possible to talk with someone and to make a short visit to the factory. If you can arrange an appointment for me during the next week, will you let me know? I shall greatly appreciate it.

Very truly yours, (Miss) Vera Henderson.

_Answers to letters of inquiry_

THE PRENTISS CANDY CO. LONG ISLAND CITY, N. Y.

June 17, 1922. Miss Vera Henderson, 128 East Forty-Sixth Street, New York, N. Y.

Dear Madam:

We have your letter of 15th June and we shall be glad to give you any assistance in our power.

If you will call at the factory office next week on Tuesday the 22nd or Wednesday the 23rd and present the enclosed card to Mr. Jones, you will get all the information you desire.

Very truly yours, (Handwritten) _B. J. Clark_, The Prentiss Candy Co.

PINE GROVE LODGE, STANTON, N. Y. ABSOLUTELY FIREPROOF OPEN ALL THE YEAR THE FINEST RESORT HOTEL IN THE COUNTRY

May 6, 1921.

Mr. Charles Keith, 4000 Madison Ave., New York, N. Y.

Dear Sir:

We have your letter of May 4th and in answer we are enclosing some of our descriptive literature.

We can offer you absolute comfort together with an almost matchless environment in the points of beauty and of suitability for all sports.

Our rates are on the American plan. We have the finest American plan kitchen and table anywhere. We enclose a menu. Our single rooms with private bath are $50, $62, and $70 per week up for one person. Rooms without bath, but with hot and cold running water and adjacent to bath are $45 per week. Double rooms with private bath and furnished with two single beds are $95, $105, and $115 per week up for two persons. Rooms for two without bath are $80 per week. These rates hold until September 1st.

The difference in rates is caused by the size and location of rooms, but every room is furnished with taste and care. The decorations have been carefully thought out. There are no undesirable rooms at the Lodge and every room is an outside room. Those on the east overlook the 120-acre golf course with a magnificent view of the mountains, and those on the west front the wooded slopes of Sunset Mountain.

Stanton affords the greatest combination of scenery, health-giving climate, and facilities for enjoyment. Add to this the comforts and luxuries of a modern hotel such as Pine Grove Lodge and the result is perfect.

We feel quite sure you will find a visit here restful or lively--as you will. One of the attractions of the place is its facilities for occupying oneself in one's own way. We shall be glad to make reservation for you at any time or to answer any further inquiries.

Yours very truly, Pine Grove Lodge.

If you should receive an inquiry for advice, opinion, or information, which you do not care, for some reason, to give, you should at least reply stating that you cannot comply with the request, in as courteous a manner as possible.