much. Of course, in exceptional cases a test might show that making a reply very easy might bring numbers of unprofitable replies. Some classes of people make it a practice to send for anything offered free. The great average will, however, show the easy reply to be advisable.

CLASSES OF ADVERTISING LETTERS

LETTERS THAT GET BUSINESS DIRECT FROM CONSUMERS

32. The different kinds of letters that fall within the classification of advertising letters will next be taken up. Each kind of letter demands individual treatment in its composition. The letter that is intended to get business direct by mail, on the first appeal, must be composed from an entirely different viewpoint than the letter that is intended merely to arouse curiosity and induce the prospect to write for catalog.

33. Letters to consumers might roughly be divided into two classes. One class is that referring to products where the profits are sufficient to warrant the sending of a number of letters, catalogs, extensive follow-up, personally dictated letters, etc. In such cases enough money is made on each order, or on repeat orders, to warrant quite an expensive letter campaign. But there is another class where the profits on the product are so small that only a very few letters may be sent, and these as economically as possible. Before writing the letters, the writer must decide exactly how much he can afford to pay for an order or an inquiry, and be guided accordingly. The length of the letter depends on whether a sale is expected with the first letter or whether the letter is planned merely to arouse enough interest to get the prospect to write for more information. When the letter is to get an order, it should have all the information that any prospect might expect before ordering, even if it is necessary to make the letter fairly long. If the prospect is really interested, he will read it all. If he is not interested in the goods, the short letter would not help. If the

letter is merely to arouse enough interest so that the prospect writes for further particulars, any length will do so long as the letter achieves its aim.

34. Following is an example of the kind of letter sent out by merchants to their customers and possible customers. It is very poorly phrased, has little or no human interest, and lacks individuality:

Lacks interest. Wornout style.

Too general to excite interest.

Customer does not care about this.

Dear Sir:

We beg to announce the opening of our new store at. where we hope you will honor us with a visit.

We have the latest stock of shirts, ties, socks, and underwear at prices very reasonable considering the quality of our goods.

We have had to move owing to the ground being required and hope you will come in and see us.

Here is the same letter written so that it not only grips the interest of the possible customer immediately, but makes the invitation sound so friendly and so persuasive that one wants to come in and shake hands with the writer. Remember, though, that each of these letters was personally typewritten and signed. The letter writer is cautioned against overdoing this personal appeal in his letters.

35. Here is an excellent specimen of a letter used to sell an electric iron. The opening creates interest and the whole arouses curiosity. This letter calls for a direct return and was sent only to those who had previously expressed some interest in electric ironing. This type of letter must be used with great discretion; it is a form of letter writing that has been overused and often badly handled.

Dear Madam:

My WEIGHT is six pounds.

My COMPLEXION is nickel--highly polished.

My TEMPERATURE, while even, is very warm, and I stay HOT as
long as you need me.

My CAPACITY, for heat, is great.

My HEATING ELEMENT is made of indestructible material--it is
guaranteed forever.

My NOSE is slightly blunt, to prevent the tearing of
delicate fabrics.

My HANDLE is curved to fit your hand--it is always cool and
comfortable.

My METAL STAND and DETACHABLE CORD AND PLUG always accompany

me.

I can save you many steps between the stove and the ironing
board.

I work in any room having an electric fixture.

My PLACE is right by your side--let me come and visit you.

I know we shall be warm friends and yet cool ones.

Drop me a line today on the enclosed postal card and I will
be with you tomorrow.

P. S.

Very truly yours,

For vacations my kid brother, the Traveler's Iron, is a
boon companion.

36. Here is a fine example of a good advertising letter that solicits trial orders by mail direct from consumers. This letter was written by one of the successful students of the I.C.S. who is now a prominent advertising and sales manager.

Good lead to sales argu

ment.

The argument.

Something you can do right away; convincing proof.

Specific suggestion of what to do.

Good way of bringing in present buyers.

So I wondered: "Does it pay a manu-
facturer to spend millions in building
reputation, and then--to save a cent
or two per tire--send his product
broadcast over the land--imperfectly
protected against light, dirt, and
exposure?"

Plain Kraft paper--even of a 50-pound
basis--WON'T stand the strain of
shipping. But 30-pound Kraft--rein-
forced with yarn and waterproofed--
will do the trick to perfection.
Test the strength of sample enclosed.
Wrap it tightly around your wrist.
Note what a firm, neat job it makes.
And six ounces will wrap a tire.

Tell us, please, the size of rolls
you use, diameter, width and core.
And let us send--without any obliga-
tion or expense--enough for a
thorough trial.

The preceding example has an attractive way of arousing interest. Yet the opening has something to do with the argument— it is not there merely to attract attention but to hold it. The writer places his arguments before the prospective buyer in a conversational tone. He draws a striking picture of what may be happening to the customer's tires. This is an excellent type of conversational composition used by many writers to make their arguments read smoothly and interestingly. It must, however, ring true. To base the letter on something that never happened is likely to do a great deal of harm.

37. In the following example it is again seen how the writer makes the mistake not only of placing his own interests first but of writing the letter in such an uninteresting way that it is likely to be thrown into the waste basket half read.

Dear Sir:

We send you herewith a list of our prices on Diamonds which are all perfect gems.

We have been in business now forty years. When our Mr. Rosenburg first opened offices he little thought that the business would grow as it did.

While you have never dealt with our company we think you should give us a trial.

The superiority of our goods, our prompt treatment will please you.

Awaiting your reply, we remain.

Following is the same letter changed so that it possesses the sales punch that wins business. The opening is attractively based on the desire for gain, yet this opening is supported by good arguments that follow. The entire letter reads smoothly and right to the point.

Dear Sir:

Here is an ordinary price list that is as valuable to you as a hundred-dollar enclosure--a price list that will open your eyes to practically a hundred-dollar saving on every thousand-dollar purchase made of us.

You know the enormous buying and selling expense in the diamond market--an expense we have reduced to a minimum by a finely organized system of buying.

This gives you diamonds at the lowest possible figure.
Larger profits for you; increased patronage for us.

In order to give prompter service to all of our
patrons, we have recently transfered our headquarters from
New York City to Chicago, but, of course, still maintain our
New York office.

Let us get acquainted!

Yours for better profits,

38. The Letter to Produce Immediate Sales.--The letter intended to sell goods without further correspondence must be built up with the utmost care. The reader must be carried right along from the moment his attention has been aroused in the opening paragraph to the description of the product, its use, argument why he should buy, the selling plan, the proposition, and the strong close. Every detail must be decided upon, even to the method of mailing the remittance. Or if the proposition includes a trial offer, the proper blank or return post card must be inserted. This sort of letter is the hardest to write and will not be successful unless it conforms to every one of the four principles given in previous sections. The following is a good example of such a letter:

Dear Madam:

Wouldn't it be fine if you could buy your coffee direct from the Importer--freshly roasted and at the Wholesale price! It may seem too good to be true, yet the Parcel Post makes this very thing possible. The price you now pay must cover the expense and profit of the wholesale grocer, and then of the retail grocer; very often the coffee has become stale from long standing in their stores. But you save ONE-THIRD by dealing direct with us, for the IMPORTERdirect-to-YOU plan eliminates these two needless profits and expenses and gives you FRESH ROASTED coffee.

Now we sit at our desks and sell a thousand customers at a time. After very carefully selecting our coffees, we import them direct from the producing countries and scientifically combine them into our flavory, aromatic, and perfectly balanced "DELICIOUS BLEND. The money that was wasted on expensive advertising, fancy packages, charge accounts, etc. you receive in Coffee value.