If you are offering a book, for example, impress the reader with the real value of the book, magnify its desirability in his mind. A paper company does this admirably when it writes:
"The new Condax specimen book is a beautiful thing--not a mere book of paper samples, understand, but a collection of art masterpieces and hand-lettered designs, printed with rare taste on the various kinds of Condax papers. Many have told us it is the finest example of printing they have ever seen come from the press.
"We feel sure you would treasure the book just for its artistic merits, but we are not sending you one now because there is such a tremendous demand for it that we do not like to chance having a single copy go astray and we want yours to reach you personally. We are holding it for you and the enclosed card will bring it, carefully wrapped, by return mail."
Of course such a book must be designed to do the proper work when it gets into the hands of the reader.
It is a mistake to tell a great deal in the inquiry-bringing letter, unless you can reasonably hope to close a sale. A man will act on impulse in ordering a dollar article, but he isn"t likely to be impulsive about an insurance policy. If you give him the entire canva.s.s on an insurance policy at the first shot, it will have to be of extraordinary interest and convincing power to close the sale.
The subject is new. The prospect has not had a chance to think over the facts. He is suspicious of your power; afraid of hastiness on his own part. He is likely to give himself the canva.s.s and decide "No," before giving you any further chance.
Appeal to curiosity. Arouse interest and leave it unsatisfied.
Remember that your inquiry letter is a definite part of your campaign. Therefore it must be consistent with what is to follow and must pave the way naturally for it. Seek replies only from those who can use and can afford to buy the article you have to sell.
A maker of a specialty machine got out an inquiry letter along this line:
"If you are tired of a salaried job, if you want to get into a big-paying, independent business of your own. I have a proposition that will interest you."
Of course he got a big percentage of replies, for what man does not want a big-paying, independent business of his own? But when in his follow-up letter he stated his proposition, offering state rights to his machine for $5,000, he shot over the heads of 99 per cent of the men who had answered his first letter. His inquiry letter had completely failed of its purpose. It was not selective, it was general.
Dear Sir:
I should like to have you consider buying the enclosed series of talks on advertising for use in your paper.
I am an expert advertising man and I have spent a great deal of time and energy on these talks. I know that they will produce results that will be very satisfactory to you for they are based on the real experience of an expert.
The price of these talks--that is, the right to use the talks and ill.u.s.trations in your city--is $15, which you must admit is dirt cheap, considering the quality of the matter.
All the progressive publishers are jumping at the chance to get these talks at the low price I am quoting them.
If you do not accept my offer, one of your compet.i.tors will certainly do so, and you will lose prestige.
Hoping to hear from you at once and promising careful attention to your valued favors, I am
Truly yours, [Signature: G. L. Lawrence]
_This letter has an unfortunate beginning. The writer starts by considering his own interests rather than those of the publisher. It is not tactful to begin with "I want-to-sell-you-something" talk.
The second paragraph is merely an egotistic statement. No facts are furnished to impress the publisher. In the third paragraph price is introduced before desire is created. The fourth paragraph is a palpable boast that will not be believed and an insinuation that the publisher addressed may not be progressive. The suggestion about the compet.i.tor is likely to arouse antagonism. The close is hackneyed and the entire letter is rather an advertis.e.m.e.nt of the writer"s inability rather than of his ability_
Do not deceive. Nothing is gained by deception in a high grade venture. Your offer to give away a first-cla.s.s lot in a first-cla.s.s suburban real estate campaign will make a good cla.s.s of readers suspicious of you. And though you may get many inquiries from those who are looking for something for nothing, the chances are that the inquiries will be of a very poor quality. Better get two per cent of first-cla.s.s prospects than ten per cent that will only waste your time. You must not forget that it costs money to solicit people either by mail or by salesmen.
HOW TO INCREASE YOUR ADVERTISING RECEIPTS
[Sidenote: Heading and first sentence introduce a subject of vital interest to publishers.]
What would it be worth to you to have a dozen more local advertisers buying your s.p.a.ce regularly?
[Sidenote: Facts and arguments which show that the writer knows conditions.]
How much money would it mean to have in the paper regularly just a few of those who advertise poorly and spasmodically for a short time, then drop out and whine that "advertising doesn"t pay?"
[Sidenote: As he has had such wide experience he understands the situation and his words carry conviction--touch a tender spot with every publisher.]
I know your problems. I have had soliciting experience as well as broad copywriting experience. I served three years on the advertising staff of THE BALTIMORE NEWS--the paper for which Mr.
Munsey recently paid $1,500,000. I know how hard it is to get a certain cla.s.s of local advertisers started. I know how hard it is to keep them going after they once start. Of course YOU know why some advertisers come in the paper but won"t stay. They can"t see where their money comes back, AND THE PLAIN TRUTH IS THAT OFTEN IT DOESN"T COME BACK simply because these advertisers don"t advertise intelligently.
Your solicitors are not all skillful copywriters. Soliciting ability and copy-writing ability rarely go together. Even if your solicitors were all good copy-writers, they wouldn"t have time to study each advertiser"s proposition exhaustively.
But if you expect to keep your advertising receipts up to the high-water mark, you can"t always do ALL SOLICITING and NO HELPING.
You must a.s.sist the advertiser to get the full value of the money he spends with you. How? This letter answers the question.
[Sidenote: Clear and logical.]
Read the attached SECRETS OF SUCCESSFUL ADVERTISING. They are short, but they are interesting and they are practical. Note the plain examples of the good and the bad. These talks will encourage advertisers to begin and will help those who come in to get the worth of their money. If you sent all of your customers and prospective customers a book on Advertising--even if a suitable one were available--it might insult some. Perhaps only a few would read it thoroughly. Besides, it would probably cost you a hundred dollars.
These short talks can be used on days when you are not pushed for s.p.a.ce. You can see that they look readable. They can be read in a minute or two. The cost is insignificant, considering the results that are sure to come from this campaign of education. Suppose only two or three new patrons came in as the result; you would get back your little investment over and over. Who will educate your customers and prospective customers if you don"t?
[Sidenote: An effective, confident close that commands respect and consideration.]
I do not urge you. Just read the articles. I know what you, as a progressive publisher, will think of them. Let me hear from you as soon as convenient, for if you do not want the service, I shall want to offer it elsewhere. You are the only publisher in your city to whom I am now offering the service. I enclose stamp for the return of the sheets in the event that you do not keep them.
Yours for more and better advertising.
[Signature: M. B. Andrews]
The question of how to open your inquiry letter is a big one. Good beginnings are as varied as the proposition which the letter presents.
The straight question usually commands attention. "Do you get the best price for your goods?" "Are you securing all the advertising patronage to which you are ent.i.tled?" "Couldn"t you use an extra pair of good trousers?" "Do you collect 98 per cent of your accounts?" Openings of this kind rivet attention.
With some letter-writers, the direct command style of opening is popular: "Get more advertising. How? This letter answers the question." "Wear tailor-made clothes at the price of ready-made."
"Make your money earn you six per cent." If these openings are chosen with the care that the advertising man uses in selecting headings for advertis.e.m.e.nts, attention will be secured.
Gentlemen:
Your easiest profits are those you make by saving expense.