3. Form paragraphs and freshness of is perhaps unwise either to condemn or to advocate, unreservedly, the use of form letters and form paragraphs. For instance, there is hardly justifica tion for feeling, as many do, that the principle in volved in the use of form paragraphs is fundamen tally wrong., As a matter of fact, it would be easier to demonstrate that the principle itself is fundamen tally right, for the idea is to use the one best para graph for making a particular impression on a cer tain reader under definitely known conditions. That is the ideal, and repeated use of the paragraph is right or wrong according to whether repetition does or does not interfere with the attainment of this ideal.
Perhaps the greatest advantage of form letters and paragraphs in the case of correspondents who have a great many similar letters to write is not so much the saving in time as the increased effectiveness of the letter. When a correspondent dictates virtually the same letter many times, he is likely to be affected by the monotony of the process, and his thought will lose its freshness and become mechanical. This feeling is somehow conveyed to the reader, who is sensitive to the lack of enthusiasm in the writer. An appropriate use of form paragraphs is helpful in such a case, since they will show the thought and effort that was origi nally expended upon them.
4. How to retain freshness of thought and expres sion.—The question of how to retain freshness of thought and expression is an important problem for all business correspondents, especially for those who deal with many similar cases. The man who handles complaints usually has many similar cases to man age, as do the credit and collection men, as well as the man who handles the less highly specialized types of letters, which are classified as "routine" correspond ence. In fact, failure to retain fresh interest in each case and to keep letters free from a dead, mechanical tone seems to be a common failing among nearly all writers of business letters, and not alone among those who do nothing but write letters day in and day out.
No correspondent should call himself expert if he allows himself to fall into a rut because he is obliged to dictate many letters of the same general type. As far as he is concerned, there ought to be no such thing as similar letters. If he forms the habit of dictating , each letter to a living individual—if he vividly sees the person to whom he is writing, he will not fall into the error of thinking that the letters are alike.
How can the correspondent acquire the habit of sensing and noting small but important differences that are characteristic of various addressees? First, he should accept the fact that each addressee is differ ent from all the others. Next, he should be on the alert to find, thru experience, that the task of getting at the points of difference in each case will increase interest in dictating each letter so that it will best fit the case in hand. If he is successful thus far, he will learn that this interest calls for concentration of atten tion on each case as it is handled, and it is this in terested concentration that both makes a letter fresh in thought and expression, and renders the writing of it agreeable to the correspondent.
5. Correspondence in the order department.— Considerable attention has been given to the problem of freshness of thought and expression, not only be cause nearly all correspondents are inclined to write lifeless letters when they have to deal with many similar cases, but also because there is an inclination to consider certain kinds of letters of much less im portance than other kinds. This is particularly true in connection with the correspondence in the order department, which includes letters acknowledging the receipt of orders, and notifications of shipments and delayed shipments as well as of inability to fill the order, substitutions and so on. All of these letters may be and ought to be made the means of developing good-will, even in cases where it is necessary to write something that will be displeasing to the customer, such as a notification of temporary "outs," or of mis takes which the customer has made in filling out his order.
All such "routine" letters should possess the chief characteristics of effective letters, given in Chapter III. If the writer will bear in mind the essentials of a good letter, it is not likely, in acknowledging a rush order, that he will write a letter like this : Dear Sir:— , We beg to acknowledge herewith the receipt of your order of September 10th. Thank you.
In accordance with your instructions, we will fill this order immediately and will ship it at the earliest possible moment. We feel sure it will reach you in first-class shape and prove satisfactory in every way.