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Business Correspondence by Anonymous

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Business Correspondence Volume I Contents Part I-preparing To Write The Letter-chapter 1 * * * * *

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Part I-preparing To Write The Letter-chapter 2

Part I-preparing To Write The Letter-chapter 3

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Part I-preparing To Write The Letter-chapter 4 * * * * *

Part Ii-how To Write The Letter-chapter 5 * * * * *

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* * * * * Part Ii-how To Write The Letter-chapter 6 * * * * *

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Part Ii-how To Write The Letter-chapter 7 * * * * *

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* * * * * Part Iii-style-making The Letter Readable-chapter 8 * * * * *

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Part Iii-style-making The Letter Readable-chapter 9

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Part Iii-style-making The Letter Readable-chapter 10

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Part Iii-style-making The Letter Readable-chapter 11 * * * * *

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Part Iv-the Dress Of A Business Letter-chapter 12 * * * * *

Part Iv-the Dress Of A Business Letter-chapter 13 * * * * *

Part Iv-the Dress Of A Business Letter-chapter 14 * * * * *

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Part Iv-the Dress Of A Business Letter-chapter 15 * * * * *

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Part V-writing The Sales Letter-chapter 16 * * * * *

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Part V-writing The Sales Letter-chapter 17 * * * * *

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How To Increase Your Advertising Receipts

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* * * * * The Inquiry Bringing Letter * * * * * * * * * *

Part V-writing The Sales Letter-chapter 18 * * * * *

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* * * * * * * * * * * * * * * What Will Make Reply Effective * * * * *

Part V-writing The Sales Letter-chapter 19 * * * * *

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Part V-writing The Sales Letter-chapter 20 * * * * *

Part V-writing The Sales Letter-chapter 21. * * * * *

* * * * * Scheme 1-a Special Price For A Limited Period * * * * *

* * * * * * * * * * * * * * * Mammoth Illustrated Catalog

* * * * * Scheme 4-cut Prices In Exchange For Names Scheme 5-the Special "introductory Price" * * * * * * * * * *

* * * * * Scheme 8-the Free Trial Offer * * * * * Scheme 9-the "your Money Back" Offer

* * * * * Scheme 10-the Discount For Cash * * * * * * * * * * Scheme 11-the First Installment As A "deposit"

Scheme 12-sending Goods For Inspection * * * * * Scheme 13-the Expense Versus The Investment Argument Scheme 14-the Return Postal Filled In For Mailing

* * * * * Johnson Dye Company Boston, Mass. Sign Very Plainly Cents

Part Vi-the Appeal To Different Classes-chapter 22 * * * * *

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* * * * * * * * * * How Different Arguments Appeal To Women * * * * *

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* * * * * * * * * * Part Vi-the Appeal To Different Classes-chapter 23

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* * * * * * * * * * * * * * * How Different Arguments Appeal To Men

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* * * * * Part Vi-the Appeal To Different Classes-chapter 24 * * * * *

* * * * * How Different Arguments Appeal To Farmers * * * * *

* * * * * Cost Of Retail Plan Cost Of Our Plan * * * * *

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While it is necessary to know how to write a strong letter, it is likewise essential to understand both the limitations of letters and their advantages. It is necessary, on the one hand, to take into account the handicaps that a letter has in competition with a personal solicitor. Offsetting this are many distinct advantages the letter has over the salesman. To write a really effective letter, a correspondent must thoroughly understand its carrying capacity.

A salesman often wins an audience and secures an order by the force of a dominating personality. The letter can minimize this handicap by an attractive dress and force attention through the impression of quality. The letter lacks the animation of a person but there can be an individuality about its appearance that will assure a respectful hearing for its message.

The personal representative can time his call, knowing that under certain circumstances he may find his man in a favorable frame of mind, or even at the door he may decide it is the part of diplomacy to withdraw and wait a more propitious hour. The letter cannot back out of the prospect's office; it cannot shape its canvass to meet the needs of the occasion or make capital out of the mood or the comments of the prospect.

The correspondent cannot afford to ignore these handicaps under which his letter enters the prospect's office. Rather, he should keep these things constantly in mind in order to overcome the obstacles just as far as possible, reinforcing the letter so it will be prepared for any situation it may encounter at its destination. Explanations must be so clear that questions are unnecessary; objections must be anticipated and answered in advance; the fact that the recipient is busy must be taken into account and the message made just as brief as possible; the reader must be treated with respect and diplomatically brought around to see the relationship between _his_ needs and _your_ product.

But while the letter has these disadvantages, it possesses qualities that the salesman lacks. The letter, once it lies open before the man to whom you wish to talk, is your counterpart, speaking in your words just as you would talk to him if you were in his office or in his home. That is, the _right_ letter. It reflects your personality and not that of some third person who may be working for a competitor next year.