But this letter was successful principally because of the use of the concrete. And this concreteness, besides impressing the reader with the truth of the general statement made in the last part of the next to the last paragraph, also makes this general statement an effective explanation of how a profit can be made even tho the selling price is very low. In other words, it is made clear that the age and experience of the concern enables it to offer advantages in low prices. Thus it is not so much the price, but the reason for the price which sells the goods.
Perhaps in this letter the best example of taking the reader's viewpoint is in emphasizing the inex pensiveness of window-space as a means of advertis ing as compared with space in a local newspaper. "To the average merchant, window-space does not represent an expense," is the way in which a whole saler explained it. His statement was general and hard to understand because it admits of several inter pretations. But he explained it concretely as follows : If a man is inclined to be economical and he pays 10 cents cash for each cigar he smokes, he will be likely to smoke fewer cigars than would be the case were he to purchase a box of 50 cigars for $5, even tho the cigar store were as con venient as are the cigars from this box. Why? Principally because there is a difference in the directness of his feeling of expense. Nearly always direct expense and expenses that show an indirect return are resisted in proportion to the degree of directness.
10. word, personality, implies several important characteristics of effective presenta tion. But personality is a misunderstood word in salesmanship. "Well, I suppose it's my personal ity" is often the traveling salesman's explanation of his success. In written salesmanship, also, the corre spondent very often, when asked to explain why his letters make their appeal, can only say "they have a personal tone ; therefore they get under the skin of the reader." He does not really know what constitutes personality, nor does he understand why his letters have the personal tone. He has not thought about personality. What is it? How can one acquire it? He could not definitely answer such questions.
The deepest principles of salesmanship are in this word, "personality," but a general analysis of letters that have an effective personal tone must be made if the full significance of the term is to be understood. Of course the kind and degree of personal tone in letters varies with each house and with each letter, for adaptation of the expression to the reader is primarily a matter of the proper tone. A more or less complete
analysis of "tone" might run as follows : The right tone involves the_proper degree of cour tesy, dignity, confidence, good nature, frankness, re spect, sympathy, optimism, familiarity, cleverness, in dividuality and originality.
The practical value of such an analysis is that it helps the writer tell definitely why his letter sounds right or does not sound right to him when he puts him self in the reader's place.
11. Individuality and originality.—Individuality and originality are marked characteristics of modern letters that get desired results. Individuality of ex pression causes the reader to feel that the writer of the letter is a definite and distinct individual—a hu man being like himself. In general, there should be enough originality so that the reader will not receive the impression that the letter has been dictated me chanically. On the other hand, the letter should not be original to the extent of being odd and eccentric, for in such a case the reader's attention is distracted from the thought and centered on the form. A con scious striving after originality and cleverness is in poor taste and is liable to produce unsatisfactory re sults. The reader resents it. Yet it is a common fault today.
The following letter lacks the proper kind and de gree of originality and individuality. It was not suc cessful.
Gentlemen: Your favor of the 10th inst. at hand, and in reply we beg to state that your offer to take 3,000 lbs. of sheet-brass at the old rate is not agreeable. As stated in our previous letter, that rate is out of the question owing to causes beyond our control. Consequently our increase of one-half cent a pound must stand, as per the new price-lists. We are very sorry to make this raise in price, but owing to the increased rate to us from the mills, we cannot now see our way clear to accept the offer of business on your terms. We hope, how ever, that you may see your way clear to accept the new rate, and assuring you again of our regret in the matter, we beg to remain, Yours very truly, A second writer restated the case of his firm as fol lows: Gentlemen: As I was the correspondent to answer your inquiry regard ing our new prices on sheet-brass, I feel personally obliged to answer the letter sent from your office on the 10th of the month. I am sorry not to have explained more clearly why we have been compelled to issue new price-lists.