This chief interest—to get the most value for his money—is appealed to in the next paragraph. His next thought would probably be, "But I'm not sure that this paper is as good in quality as other paper which costs from fifteen to thirty per cent more." But the advice, "Try Benjamin Bond on a few or ders and give your customers equal satisfaction at less cost," completely clears away any doubt he might have on this point. The opinion implied in this re mark is consistent with the attitude expressed in the first paragraph. Also, it gives the prospective buyer a picture of customers as well satisfied at less cost to him; or, in case his competition for business is strong, this part of the letter makes him realize that he will be able to satisfy his as well as before and at less cost to them. This is true of a great many letters that do not seem effective to a critic who does not appreciate the reader's viewpoint.
The reader's next interest could probably be ex pressed by the question, "How can I try this out?" This is answered by means of a plain statement, which is a good close notwithstanding the fact that it ap parently shows no effort on the writer's part to sell. It is nevertheless quite in accord with the attitude of the entire letter. This writer knew when to The letter is complete. The seller wished any action that the prospect might take to be voluntary.' Note also that the comparatively low price is mentioned in a way that emphasizes the good quality of the paper. This is another virtue of the question in the second paragraph—it tends to influence the reader to make a favorable, but voluntary decision. But the main point to emphasize in the letter as a whole is that it is written so skilfully that the questions are an swered which the addressee will undoubtedly ask as he reads.
9. B elle f .—If interest is the heart of a successful selling letter, credibility is its soul. Nearly all suc cessful letters are so direct and sincere, so obviously frank and honest, that the reader is inclined to accept without question the truth of all the statements. The word "all" is emphasized because even one uncon vincing statement in a letter is likely to shake the reader's confidence in other statements.
I hope nobody will ever again send me a whole set of books like these. For four days it has been impossible to get any thing done about the house. Nobody will come to meals or go to bed or do anything but read —.
That was the beginning of a letter designed to sell a set of books. It was sent to a large list of persons
including many business men, who are quick to sense statements that do not ring true. The opening is good, and if the paragraph which followed had not attempted to represent this testimonial letter as de scribing the typical experience of many other pur chasers, the lack of credibility would not be as great as it actually was. The next paragraph reads: The above letter came from Superintendent of Schools, , of —, Wisconsin. There is a whole file-case full of similar messages from subscribers, who now num ber 105,000.
In this paragraph "100,000" had been changed with red ink to read "105,000." The idea, perhaps, was to make the number seem more exact. However, this artifice, no matter how correct the figure might be, tends to arouse doubt. Elsewhere in this letter the typed figure 105,000 appeared, and this fact dispels the thought that possibly 5,000 subscribers might have been added since the letter was printed.
10. matter how true the state ments in a letter may be, the reader will not have much confidence in them if he feels that the writer is not well informed on the subject that he is dis cussing. It is usually advisable to cause the reader, early in the letter, to feel that the writer is speaking with authority. The following letter is successful in this respect, and it also illustrates several other important considerations in making a letter credible. It was sent in response to inquiries gum an advertise ment.
Here is the color-card and premium list you asked me to send. Let me briefly explain why I am able to give you your choice of premiums as valuable as these.
You will remember I said in my advertisement that I was getting up a list of premiums that would range in value all the way from forty cents up to $11.75. Here they are. Study them carefully. I have tried to pick things that I would have liked to see in such a list when I was out on the farm. I believe that every one of these premiums is of prac tical value to the farmer. And you may have your choice of them, as explained on the list, with your first order of Paint, or of my barn paint, or of both if you will paint both your barn and house.
Why do I supply my paint direct to you at wholesale prices, instead of to the dealers who buy larger quantities at the same price, and also give you a valuable premium in the bargain for your first order? Here is exactly the reason, or, I should say, the reasons, for I have several of them.