_An interesting beginning, inviting proof of quality. Facts show why low prices can be quoted, followed by graphic description and logical argument. The samples give point to the letter and the plain, fair selling plan makes an effective ending_
Then again, make your letter _clear_. Good descriptions are just as important in answers to inquiries as in letters that have the task of both developing interest and closing a sale. All that has been said in previous chapters as to the value of graphic descriptions and methods of writing them applies with full force to this chapter.
The letter that is a reply to an inquiry can properly give more detailed and specialized description than a letter that is not a reply to an inquiry, for in writing to one who has inquired the correspondent knows that the reader of the letter is interested and will give attention to details if they are given clearly and attractively. Generally speaking, a sales letter that is in response to an inquiry should make it unnecessary for the reader to ask a second time for information before reaching a decision.
And this leads to one big important point: do your best to close the sale in this first reply. Don"t leave loop holes and uncertainties that encourage further correspondence. Give your letter an air of finality. Lay down a definite buying proposition and then make it easy for your man to accept it.
WHAT WILL MAKE REPLY EFFECTIVE
PROMPTNESS COMPLETENESS ANSWER ALL QUESTIONS GIVE FULL DETAILS CLEARNESS MAKE FURTHER LETTERS UNNECESSARY LABEL SAMPLES PLAINLY DEFINITE PROPOSITION GUARANTEE OF SATISFACTION MAKE ORDERING EASY INDUCEMENT FOR QUICK ACTION
Guarantees, definite proposals, suggestions to use "the enclosed order blank," are important factors in effective closing paragraphs.
Don"t put too much stress on the fact that you want to give more information. Many correspondents actually encourage the inquirer to write again and ask for more information before ordering. Try to get the order--not a lot of new questions.
Experiments show that the interest of an inquirer wanes rapidly after the receipt of the first response. In replying to inquiries, the chance of securing a sale with a third letter is much less than the chance with the first, for after receiving the first letter, if it is unconvincing, the inquirer is likely to come to an adverse decision that cannot afterwards be easily changed. In this respect, answers to inquirers are much like unsolicited letters sent out to non-inquirers and planned to create and build up interest. In a number of lines of business the third letter sent out in response to an inquiry barely pays for itself. For this reason, it is usually poor policy in handling this cla.s.s of business to withhold some strong argument from the first letter in order to save it for the second or the third. Better fire the 13-inch gun as soon as you have the range.
If the first answer fails to land the order, the advertiser may follow up with an easier plan of payment, a smaller lot of the goods, or make some other such inducement. Not all goods admit of offering small lots, but when this can be done, the argument may be made that there is no profit in such small orders, that the offer is only made to convince the inquirer of quality.
Some very successful correspondents close in the direct-command style: "Don"t delay; send your order NOW." "Sit right down and let us have your order before you forget it." "It isn"t necessary to write a letter; just write across the face of this letter "I accept this trial offer", sign your name and send the sheet back to us in the enclosed envelope." Such closing sentences are strong, because the reader is influenced to act immediately, and the loss that usually comes about by reason of people putting things off and forgetting is reduced. The third example is particularly good because it eliminates letter-writing, which is a task to many and something that is often put off until the matter is forgotten.
Other correspondents, instead of using the direct command style, close in this way: "We are having a big sale on these porch chairs.
If you order immediately we can supply you, but we cannot promise to do so if you wait." "We know that if you place your order you will be more than well pleased with your investment."
If prices are to be increased on the goods offered, the correspondent has a first-cla.s.s opportunity to urge an immediate response: "There is just two weeks" time in which you can buy this machine at $25. So you can save $5 by acting _immediately_."
Experience shows that the increased-price argument is a good closer.
In the final sentences of the letter should be mentioned the premium or the discount that is given when the order is received before a certain date. These offers are effective closers in many cases. In making them it is well to say "provided your order is placed _in the mails_ not later than the 10th," for such a date puts all on the same footing no matter how distant they are from the advertiser.
Finally, don"t overlook the opportunity to make even the signature to your letter contribute something.
Firm signatures are rather lacking in personality. "Smith & Brown Clock Co." hasn"t much "pull" to it. But when the pen-written name of Albert E. Brown appears under this signature the letter has much more of the personal appeal. For this reason, many concerns follow the practice of having some one put a personal signature under the firm name. It is not desirable, of course, to have mail come addressed to individuals connected with the firm, but this can be avoided by having return envelopes, addressed to the firm, in every letter. In fact, a little slip may be enclosed reading: "No matter to whom you address an order or letter always address the envelope to the firm. This insures prompt attention."
At least one large clothing concern has found it profitable to let its letters go out over such signatures as "Alice Farrar, for BROWN & CO." Those to whom Miss Farrar writes are informed that the inquiry has been turned over to her for personal attention--that she attends to all requests from that inquirer"s section and will do her best to please, and so on.
When methods of this kind are followed and it becomes necessary--because of the absence of the correspondent addressed--for some one else to answer a letter, it is well to say.
"In the absence of Miss Farrar, I am answering your letter." Never let an inquirer feel that the one he addresses is too busy to attend to his wants or is not interested enough to reply. When the busiest president of a business concern turns over to some one else a letter intended for the president"s personal reading, the correspondent should say, "President Parkins, after reading your letter, requests me to say for him," and so on.
These little touches of personality and courtesy are never lost.
They create a c.u.mulative business a.s.set of enormous value.
What to ENCLOSE With _Sales_ Letters
PART V--WRITING THE SALES LETTER--CHAPTER 19
_Sales have been made--and lost--by the printed matter enclosed with business correspondence. A mere ma.s.s of folders, cards and bric-a-brac is in itself not impressive to the "prospect_"" unless each item backs up a statement in the letter _and has a direct bearing on the sale_
_Enclosures may be cla.s.sified thus:_ FIRST, _catalogues, price lists and detailed descriptive matter--to inform the prospect of the goods_; SECOND, _testimonials and guarantees--to prove the claims made for the goods_; THIRD, _return postals, addressed envelopes and order blanks--to make it easy for the prospect to buy the goods_
The enclosure is to the letter what the supporting army is to the line of attack. It stands just behind the men at the front, ready to strengthen a point here, reinforce the line there, overwhelm opposition finally with strength and numbers.
A clever sales letter may make the proper impression, it may have all the elements necessary to close the sale, but it is asking too much to expect it to handle the whole situation alone.
The average prospect wants more than he finds in a letter before he will lay down his money. The very fact that a letter comes alone may arouse his suspicions. But if he finds it backed up by accompanying enclosures that take things up where the letter leaves off, answer his mental inquiries and pile up proof, the proposition is more certain to receive consideration.
The whole principle of right use of enclosures is a matter of foreseeing what your man will want to know about your proposition and then giving it to him in clear convincing form and liberal measure. But enclosures must be as carefully planned as the letter itself. They are calculated to play a definite part, accomplish a definite end and the study of their effect is just as vital as the study of step-by-step progress of letter salesmanship.
Some letter writers seem to think that the only essential in enclosures is numbers and they stuff the envelope full of miscellaneous folders, booklets and other printed matter that does little more than bewilder the man who gets it. Others make the mistake of not putting anything in with the letter to help the prospect buy. Neither mistake is excusable, if the writer will only a.n.a.lyze his proposition and his prospect, consider what the man at the other end will want to know--then give him that--and more.
And in order to live up to this cardinal rule of enclosures, simply confine your letter to _one_ article. Seven of the best letter writers in the country have made exhaustive tests with descriptive folders. They have found that _one_ descriptive circular, with _one_ point, and _one_ idea pulls where the multiplicity of enclosures simply bewilders and prejudices the reader. These men have conclusively proved that overloaded envelopes do not bring results.
In general the enclosure has three purposes: first, to give the prospect a more complete and detailed description of your goods; second to give him proof in plenty of their value; third, to make it easy for him to buy. On this basis let us cla.s.sify the kinds of enclosures; that is, the mediums through which these three purposes may be accomplished.
The first, the detailed description, is usually given in catalogue, booklet or circular, complete in its explanation and, if possible, ill.u.s.trated. Supplementing the catalogue or booklet, samples should be used whenever practicable for they help more than anything else can to visualize the goods in the prospect"s eyes.
Proof is best supplied in two ways, through testimonials and guarantees; and the ways of preparing these for the prospect are endless in variety.
Third, you will make it easy to order through the use of order blanks, return cards, addressed envelopes, myriads of schemes that tempt the pen to the dotted line.
The exact form of each of these elements is not of moment here so long as it is clear to the man who receives it. The point to be made is that one enclosure representing each of these elements-- description, proof, and easy ordering--should accompany the sales letter to back it up and make its attack effective.
And now to take these up one by one and see the part each plays.
When the prospect reads your letter, if it wins his interest, his first thought is "Well, this sounds good, but I want to know more about it." And right there the circular comes to his a.s.sistance--and to yours. And on this circular depends very largely whether his interest is going to grow or die a natural death. If it is to lead him toward an order it must picture to him clearly just what your proposition is and at the same time it must contain enough salesmanship to carry on the efforts of the letter.
And it is well to bear down hard on this: do not put material into your letter that properly belongs in the circular. Link your letter up with the enclosure and lead the reader to it, but do not go into lengthy descriptions in the letter. Concentrate there on getting your man interested. Do that and you may depend on his devouring the enclosures to get the details. A common mistake in this line is to place a table of prices in the body of the letter. It is simply putting the cart before the horse. Price in every sale should be mentioned last. It certainly should not be mentioned _before_ you have convinced your prospect that he wants your article. Prices should be quoted at the end of the descriptive folder or on a separate slip of paper.
This descriptive enclosure takes on many forms--a booklet, a circular, a folder, a simple sheet of specifications, a price list--but in all cases it is for the one purpose of reinforcing the argument made in the letter. When a proposition requires a booklet, the mistake is often made of making it so large and bulky that it cannot be enclosed with the letter. The booklet comes trailing along after the letter has been read and forgotten. Sometimes the booklet never arrives. Where possible it is much better to make the booklet of such a size that it may be enclosed in the same envelope with the letter. Then you catch the prospect when his interest is at the highest point. It is embarra.s.sing and ineffective to refer to "our booklet, mailed to you under separate cover." Put the book with the letter. Or, if you must send the booklet under separate cover, send it first and the letter later, so that each will arrive at about the same time.
And now that you have put in a circular to help the letter, put in something to help the circular--a sample. Here you have description visualized. In more ways than one the sample is by all odds the most valuable enclosure you can use. In reality, it does more--much more than help the circular with its description, it is concrete proof, in that it demonstrates your faith in the article and your readiness to let your prospect judge it on its merits. A two by three inch square of cloth, a bit of wood to show the finish, any "chip off the block" itself speaks more eloquently than all the paper and ink your money can buy. How irresistible becomes a varnish maker"s appeal when he encloses in his letters a small varnished piece of wood, on the back of which he has printed, "This maple panel has been finished with two coats of "61" Floor Varnish. Hit it with a hammer.
Stamp on it. You may dent the wood, but you can"t crack the varnish.
This is _one_ point where "61" varnish excels."
ENCLOSURES: CIRCULARS FOLDERS OR BOOKLETS PRICE LIST ORDER BLANKS TESTIMONIALS STUFFERS RETURN POST CARD RETURN ENVELOPE COUPONS OR CERTIFICATES LIST OF BUYERS SAMPLES