LETTERS AVOUNCING START OF BUSINESS THE first occasion in connection with any business upon which a circular letter can be sent out is its establishment, and this letter probably needs more consideration than any other that may be sent out later. It will almost always be the first intimation that the customer Ieceives of the new business, and as such will be a potent factor in mating or marring the impression conveyed by the new firm. When possible, particularly if the establishment has any pretentions to special distinction, it is wise to send out a letter, say three weeks before the opening of the premises, and follow this up by a letter to arrive on the day of opening. A further lett...r can also be sent a month after the opening, stating that everything is now working very smoothly, and that not a single customer has so far been lost etc. With many businesses, such as fairly large drapery or other establishments, it is often wise to devote the first day or couple of dap to a semi-formal reception. In such a case a letter of invitation Olould be accompanied by an invitation card, either engraved or else printed in script letters. A specimen invitation card will be found among the letters following. In the
case of such a reception a rule is often advisable to the effect that although orders can be placed and special goods reserved, no sales may actually be made. The object of this is to emphasise and to support the statement that no one will be expected to buy. Another variation of the rule is that admission will be by ticket only up till, say, 4.30 in the afternoon, when the premises will be formally declared open for business. Another idea is for the presentation of some little souvenir as a premium for all purchasing on the first day. Such schemes as these, however, are only suitable,. in certain circumstances, and the question must be decided by individual conditions. The letter sent out on the establishment of a new business may be fairly long, and must be treated with great care. It should set out the policy and oNects of the new firm, and should mention strongly any special facilities it will offer.
My motto will be to supply good class meat at the smallest possible profits, arid not that of some butchers of systematic overcharging and under weighing. May I hope that such an object is worthy of your support.
Yours faithfully,