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900 For One Big
$2,900 For One Big Ad In Your City Next Sunday. We're Not Quitters. War Or No War, We're Advertising Three-in-one Stronger Than Ever. This Is Our Big Business Opportunity—and Yours. The Letter Of Which This Was The Beginning Was Successful In Causing Its Readers To Get Ready To Take Full ...

Adjustment Letters 1
Adjustment Letters 1. Adjustment Letters And Salesmanship.—ad Justment Letters Are Closely Connected With Sales. In Fact, Their Influence On Sales Is Sometimes Of Greater Weight Than That Of Direct Selling Letters, For It Is Usually More Desirable To Keep The Patronage Of Old Customers And Have Them Satisfied Than To ...

Building The Letter 1
Building The Letter 1. Parts Of A Letter.—it Is A Mistaken Idea That The Close Of A Letter Is The Principal Element In Its Success. The Main Problem In Closing A Letter Ef Fectively Is To Know When To Stop—that Is, When Fav Orable Response Is Assured. To Say That ...

Building The Letter 1
Building The Letter 1. Successful Letters Built On Good Salesmanship.— One Could Not Overemphasize The Fact That Successful Letters Are Built On Good Salesmanship—whether Or Not The Writer Is Conscious That He Is Applying Selling Principles. If He Does Consciously Practise These Prin Ciples, However, His Letter Will Be All ...

Business Reports 1
Business Reports 1. Purpose Of The Business Report.—business Re Ports Are Usually Prepared For A Very Definite And Practical Purpose At The Request Of Some Individual Or Some Organization That Possesses Authority To Act On The Information Given Or The Recommendations Made In The Report. It Is Advisable That The ...

Characteristics Of Effective Letters
Characteristics Of Effective Letters 1. Application Of Fundamental • Principles.—the Distinction Between Effective And Ineffective Letters Has Been Stated And The Fundamental Point Of View Of The Effective Correspondent Has Been Insisted Upon. It Is Not Enough, However, To Advise A Man To Be Effective, Or To Show Him The ...

Credit And Collection Letters
Credit And Collection Letters 1. Highly Specialized Letters.—credit And Collec Tion Letters Are Perhaps The Most Highly Specialized Of All Types Of Correspondence. For Many Years It Has Been The Universal Practice To Give A Great Deal Of Careful Attention To This Class Of Letters. In The Past, When Selling ...

Effective Letters 1
Effective Letters 1. Modern Business Correspondence.—the Exigen Cies Of Competition In Modern Business Have Brought The Business Letter Into A New And Brighter Light. Business Correspondence Is Now, More Than Ever Be Fore, An Instrument Of Salesmanship. Progressive Business Concerns Are Beginning To Require That All Let Ters Be Written ...

Effective Presentation 1
Effective Presentation 1. The Thought And Its Presentation.—it Is More Desirable, If A Choice Should Be Necessary, That A Letter Contain Thoughts Which Are Of Value But Which Are Expressed Poorly, Than That It Contain Mediocre Thought Well Expressed. No Excellence Of Expres Sion Can Atone For A Lack Of ...

Finding And Following Leads
Finding And Following Leads 1. "quality" Of The Lead.—a Majority Of The Sales Letters That Succeed Are Written To Follow Leads Of Good "quality." By The Term "quality" Is Meant The Degree Of Ease, Or The Degree Of Difficulty, With Which The Lead Can Be Turned Into A Sale. This ...

Grammar And Rhetoric 1
Grammar And Rhetoric 1. Value Of Correct English.—an Ignorant Or Careless Use Of English Is Costly. Like Correct Me Chanical Form, Correct English Is Not In Itself A Posi Tive Asset In Writing Effective Letters—except In So Far As Correctness Gains Clearness—because Correct Eng Lish In The Letters We Read ...

Mechanical Form 1
Mechanical Form 1. Value Of Good Form.—the Effect Of The Mechan Ical Appearance Of A Letter Is Often Compared To The Effect Of The Clothes Worn By A Salesman. This Com Parison Is Good, But Limited. Salesmen Have Much More Opportunity For The Expression Of Individual Ity In The Choice ...

Systems 1
Systems 1. Handling The Mail.—methods Of Handling In Coming Mail Vary According To The Size Of The Busi Ness. In General, The Aim Is To Develop A System Which Will Promote Dispatch And Thoroness. Many Large Concerns Have The Date And Hour Of Arrival Stamped On Each Incoming Letter, And ...

The Readers Point Of
The Reader's Point Of View 1. Getting The Reader's Point Of View In Any Occu Pation.—to Appreciate The Other Man's Point Of View Is Fundamental To Success In Any Occupation. The Most Successful Executives Are Those Who Best Under Stand The Point Of View Of The Employes Under Them ; ...

Thomas Williamson
Thomas Williamson, Pres. Fisk Tailors. How Would This Letter Impress You? Would You Read It Thru? Would It Cause You To Feel That Prob Ably You Ought To See The Local Representative Of This Tailoring Concern About The Suit Of Clothes You Desire To Purchase? Definitely What Are The Results ...

Training Correspondents 1
Training Correspondents 1. Trained Correspondents In Modern Business.— As A Result Of The Increasing Necessity Of Constant Im Provement In The Selling End Of Business, Many Busi Ness Concerns Have Taken An Active Interest In The Training Of Their Correspondents. The Amount Of Favorable Influence That A Firm's Correspondence Ex ...

Types Of Letters 1
Types Of Letters 1. Classification Of General Business Correspondence. —the Term, General Business Correspondence, Desig Nates All Kinds Of Letters That Are Not Direct Sales Let Ters. Sales Letters Are Designed To Influence Directly The Sale Of A Product Or Service. As Pointed Out In Chapter I, All Types Of ...

Why Letters Fail 1
Why Letters Fail 1. Lack Of Good Salesmanship.—when Sales Letters Fail To Sell It Is Generally For The Reason That They Lack Good Salesmanship. In Case The Letter Is Designed To Serve Merely As One Step In The Selling Process The Most Frequent Evidence Of Poor Salesmanship Is The Failure ...

Why Letters Make Good
Why Letters Make Good 1. Value Of Knowing Why A Letter Makes Good.— A Sales Correspondent In A Wholesale House Noticed An Improvement In The Results Of His Letters Just After He Had Returned From A Trip South Among The Mer Chants With Whom He Had Been Corresponding. He Was ...