Several other definite touches in this letter gain confidence. "I meant to make it long," in the last paragraph, for example. This plainly shows the thoro frankness of the writer. "I am in business, just like you or any other business man, for profit." In the sixth paragraph is a similar touch of genuine ness. If the writer had said, any other "good busi ness man" the expression would not have been quite as convincing.
In the fifth paragraph, "You or I might do the same thing in his place," is another confession that gains confidence and at the same time avoids severe criticism of the local dealers for not pushing the sale of their best brands of paint, without lessening the effect of the selling point the writer is making. He is openly competing with the local dealer, and he does not beat around the bush. Evident fearlessness is always convincing because it is closely related to honesty in human nature.
12. Unity of letter was successful largely because of its convincing presentation; and it is convincing, in greater measure, because its purpose is unified. That is, it attempts to make two definite impressions, and only two; namely, that this paint is reliable in quality, and that the price is low enough to make a difference in cost sufficient to pay the farmer for his trouble in dealing with a house at a distance. The plan of the letter is good. A lower price would increase the difficulty of convincing the farmer that the quality is high. The premium offer takes care of that possible difficulty, and at the same time has the advantage of enlisting the help of the farmer's strong desire for one of the premiums. He could find in this list of premiums at least one item which he needed at the time. Inasmuch as painting is something that may be put off indefinitely, the wis dom of this premium plan is apparent.
13. Pitfalls in desire for an im mediate response, too great enthusiasm, too argu mentative a summary, failure to give definite direc tions, unwillingness to let the reader voluntarily de cide and act, not knowing when to stop, lack of a straightforward request—these are some of the pit falls at the close of a letter, into which the unwary cor respondent is liable to fall.
While it is best to avoid the more intense type of closing exhortations, like the "brass-band" climax, it is also best to avoid the kind of close that dies out in soft undertones. When the good salesman fin ishes his presentation, he gets away as soon as he can with good grace. The following is the close of a letter that sold gas engines: Send back this engine at our expense if it is not better than we claim. You would be inclined to doubt mere state ments of all its merits. But you will believe us when you use it. There is your pen and here is the order-blank ready for your signature.
It has snap, makes a concrete suggestion, is short, and it states effectively and well what is really hard to say without exaggeration. This kind of close is both credible and conducive to action. Contrast it with a close of this type: Trusting that we may have your order by return mail, and hoping that we may have the pleasure of numbering you among our permanent customers, we beg to remain, While it is true that the close should be made strong and convincing, it is well to keep in mind the fact that the opening, the body, and the close are me chanical divisions, that the letter is a unit, and that the writer should build up his effect consecutively from the beginning. In other words, the correspond ent should not leave too much to be accomplished in the close ; in that part he should plan merely to place a final emphasis upon what be has said in the opening and the body of his letter—and keep out of the pitfalls mentioned above.