Chapter 14

G. N. Fratt, Cashier,First National Bank,Racine, Wis.

The following is correct when the title is long:

Mr. John Frederick Pierce,Ass't. Engineer of Bridges and Buildings,607 White Building, Seattle, Wash.

Notice that in the last example, the city and the state are put on the same line as the street in order to make the three lines of about the same length. Four lines might have been used.

The Salutation

If you address one man, the salutation isDear Sir;as,

Mr. John Pierce,Seattle, Wash.Dear Sir:

If you address a firm, the salutation isGentlemen;as,

Messrs. Brownleigh & King,Portland, Oregon.Gentlemen:

If you address a woman, married or single, the salutation in business letters isDear Madam;as,

Mrs. John Pierce,Seattle, Wash.Dear Madam:

Miss Florence Pierce,Seattle, Wash.Dear Madam:

A more familiar form of salutation is either of the following:

Miss Florence Pierce,Seattle, Wash.My dear Miss Pierce:

Miss Florence Pierce,Seattle, Wash.Dear Miss Pierce:

In usingHon., the salutation is usuallySir.

The Courteous Close

The courteous close corresponds in tone to the salutation. If the salutation isDear Sir,Gentlemen, orDear Madam, the courteous close should be one of the following:

Yours truly,Yours very truly,Very truly yours,Respectfully yours,Yours respectfully,Sincerely yours,Very sincerely yours,

If the salutation isSir, the courteous close should beRespectfully yoursorYours respectfully.

If the body of the letter and the courteous close do not agree in tone, the effect is often ridiculous. Suppose, for instance, that the courteous close of (2) underExercise 220wereYours respectfully. What would be the effect?

The Signature

If an unmarried woman is signing a business letter, she should avoid confusion by prefixing (Miss) to her name.

A married woman should sign her own name, as,Alice Pierce;she should indicate her title, asMrs. John F. Pierce, either below the other or at one side.

No other title should be prefixed to a signature.

If a letter is signed by the name of a firm, the signature of the one who dictated the letter is usually added; as,

Yours very truly,Smith Lumber Co.by ——

This sort of signature gives a letter the "personal touch." Explain.

Folding a Letter

Business letter paper is about eight by ten inches. In folding a letter sheet, (1) turn the lower edge up to about one-eighth of an inch from the top; press the fold firmly, keeping the edges even; (2) turn the paper so that the folded edge is at yourlefthand; (3) foldfromyou a little less than one-third the width of the sheet; (4) fold the upper edgedowntoward you so that it projects a trifle beyond the folded edge. Without turning it over, pick it up and insert it in the envelope, putting infirstthe edge that was folded last.

Write the address and the salutation for:

1. A business house in your town.2. Mr. John R. Tobin, president of the Detroit State Bank, Detroit, Mich.3. Miss Mabel Gunther, Shullsburg, Wis.4. Professor C. M. Watson, Harvard College, Cambridge, Mass.5. John F. Campbell, Manager Bond Department, First Trust and Savings Bank, Boston, Mass.6. Taylor and Critchfield, Chicago, Ill.7. Mrs. Thomas D. MacDonald, 126 E. Second Street, Washington, Ia.

1. A business house in your town.

2. Mr. John R. Tobin, president of the Detroit State Bank, Detroit, Mich.

3. Miss Mabel Gunther, Shullsburg, Wis.

4. Professor C. M. Watson, Harvard College, Cambridge, Mass.

5. John F. Campbell, Manager Bond Department, First Trust and Savings Bank, Boston, Mass.

6. Taylor and Critchfield, Chicago, Ill.

7. Mrs. Thomas D. MacDonald, 126 E. Second Street, Washington, Ia.

Write the courteous close and the signature for:

1. A letter from a business house in your town signed by F. R. Wilson.2. A letter from Miss Mabel Gunther (2 above).3. A letter from Professor C. M. Watson (4 above).4. A letter signed by John F. Campbell (5 above).5. A letter from Taylor and Critchfield signed by you yourself.6. A letter from Mrs. Thomas D. MacDonald (7 above).

1. A letter from a business house in your town signed by F. R. Wilson.

2. A letter from Miss Mabel Gunther (2 above).

3. A letter from Professor C. M. Watson (4 above).

4. A letter signed by John F. Campbell (5 above).

5. A letter from Taylor and Critchfield signed by you yourself.

6. A letter from Mrs. Thomas D. MacDonald (7 above).

Exercise 219—Ordering Goods

If an order includes a number of separate items, it is usually written on a separate sheet of paper. Firms often supply blanks for this purpose. If the order is short, it forms part of the letter. In any case, each item is placed on a separate line, so that the items may be checked as the order is filled. In the following, notice the arrangement and the punctuation:

Hamilton, Montana, Feb. 16, 1914.Messrs. MacBride & Dickens,New York, N. Y.Gentlemen:At your earliest convenience please ship me the following via the Northern Express Co. from St. Paul:6 doz. A 68 assorted sizes Men's Black Caps@1.509.005 doz. D 71 Men's Cotton Handkerchiefs@.603.005 doz. X 30 Men's Linen Handkerchiefs@2.0010.00———$22.00Enclosed find a draft on New York for twenty-two dollars.Yours truly,S. D. Jensen

Hamilton, Montana, Feb. 16, 1914.

At your earliest convenience please ship me the following via the Northern Express Co. from St. Paul:

6 doz. A 68 assorted sizes Men's Black Caps@1.509.005 doz. D 71 Men's Cotton Handkerchiefs@.603.005 doz. X 30 Men's Linen Handkerchiefs@2.0010.00———$22.00

Enclosed find a draft on New York for twenty-two dollars.

Yours truly,S. D. Jensen

Write the letters outlined below:

1. Order fifty copies of the Business Arithmetic that you are using. How shall you pay for them?2. Clip from a newspaper an advertisement of groceries. Imagine that you are a housekeeper, and spend ten dollars to the best advantage, ordering several articles.3. Bring in an advertisement of household necessities—linens, tinware, etc. Spend five dollars, buying several articles.4. Bring in an advertisement of furniture. Write a letter ordering enough to furnish a parlor or a dining room. Have the amount charged to your account.5. A magazine offers one of several books as a premium with a year's subscription. Answer the advertisement.

1. Order fifty copies of the Business Arithmetic that you are using. How shall you pay for them?

2. Clip from a newspaper an advertisement of groceries. Imagine that you are a housekeeper, and spend ten dollars to the best advantage, ordering several articles.

3. Bring in an advertisement of household necessities—linens, tinware, etc. Spend five dollars, buying several articles.

4. Bring in an advertisement of furniture. Write a letter ordering enough to furnish a parlor or a dining room. Have the amount charged to your account.

5. A magazine offers one of several books as a premium with a year's subscription. Answer the advertisement.

Exercise 220—The Tone of the Letter

Undue familiarity or an evidence of loss of temper will at once frustrate the object of a letter. A dignified letter never shows either. Just what constitutes a dignified letter is hard to define but fairly easy to feel. This much is certain: it must be simple in structure, direct in its wording, and so sincere in feeling that no one will doubt its truth. Any extravagance of language, therefore, has no place in a dignified letter.

Study the following to see whether they show dignity:

Tuesday, 5p.m.Miss Sarah Howard,Denver, Colorado.Dear Madam:I have a great piece ofconfidentialnews for you.Take advantage of the remarkable offer our company is making to you, and it will mean thousands ofdollarsin your pocket. Understand that this offer is not open to every one. You have been especially selected. You are the only one in your town who will hear of this remarkable offer.

Tuesday, 5p.m.

I have a great piece ofconfidentialnews for you.

Take advantage of the remarkable offer our company is making to you, and it will mean thousands ofdollarsin your pocket. Understand that this offer is not open to every one. You have been especially selected. You are the only one in your town who will hear of this remarkable offer.

Elsworth, Brown & Co.,120 Jefferson Ave.,Detroit, Mich.Gentlemen:What is the matter with our last order? Have you people gone out of business, or are you asleep? If we don't get that order by the third, you'll never hear from us again.

What is the matter with our last order? Have you people gone out of business, or are you asleep? If we don't get that order by the third, you'll never hear from us again.

A letter to Mrs. Bixby, written Nov. 21, 1864.

Dear Madam:I have been shown in the file of the War Department a statement of the Adjutant General of Massachusetts that you are themother of five sons who have died gloriously on the field of battle. I feel how weak and fruitless must be any words of mine which should beguile you from the grief of a loss so overwhelming. But I cannot refrain from tendering to you the consolation that may be found in the thanks of the republic they died to save. I pray that our Heavenly Father may assuage the anguish of your bereavement, and leave you only the cherished memory of the loved and lost and the solemn pride that must be yours to have laid so costly a sacrifice upon the altar of freedom.Yours very sincerely and respectfully,Abraham Lincoln

I have been shown in the file of the War Department a statement of the Adjutant General of Massachusetts that you are themother of five sons who have died gloriously on the field of battle. I feel how weak and fruitless must be any words of mine which should beguile you from the grief of a loss so overwhelming. But I cannot refrain from tendering to you the consolation that may be found in the thanks of the republic they died to save. I pray that our Heavenly Father may assuage the anguish of your bereavement, and leave you only the cherished memory of the loved and lost and the solemn pride that must be yours to have laid so costly a sacrifice upon the altar of freedom.

Yours very sincerely and respectfully,Abraham Lincoln

Exercise 221

In writing the following letters, be definite and courteous:

1. You have advertised your eight-room, furnace-heated house for sale for $3,500. A letter of inquiry desires particulars. Answer it.2. You live on a side street, which for the last week has not been lighted. Write to the editor of the paper, or to a town official, whichever you think would remedy the matter. Be courteous. A letter to an editor is begun: To the Editor of ——.3. The cars on which you ride every day are very dirty. Write to the mayor. He is addressed: Hon. ——.4. You wish to have a telephone installed. Make application.5. Two weeks ago you wrote (4). Still you have no telephone. Write again, stating the substance of (4) and asking the reason for the delay.6. Write the telephone company's reply. Be very courteous. What good reason could you give for the delay?7. You understand that your Congressman has the privilege of recommending a young man for the entrance examinations of your state university. Write to him, asking that he recommend you. Remember that he is a stranger to you. What should you tell him?

1. You have advertised your eight-room, furnace-heated house for sale for $3,500. A letter of inquiry desires particulars. Answer it.

2. You live on a side street, which for the last week has not been lighted. Write to the editor of the paper, or to a town official, whichever you think would remedy the matter. Be courteous. A letter to an editor is begun: To the Editor of ——.

3. The cars on which you ride every day are very dirty. Write to the mayor. He is addressed: Hon. ——.

4. You wish to have a telephone installed. Make application.

5. Two weeks ago you wrote (4). Still you have no telephone. Write again, stating the substance of (4) and asking the reason for the delay.

6. Write the telephone company's reply. Be very courteous. What good reason could you give for the delay?

7. You understand that your Congressman has the privilege of recommending a young man for the entrance examinations of your state university. Write to him, asking that he recommend you. Remember that he is a stranger to you. What should you tell him?

Exercise 222—Mistaken Ideas in Letter Writing

It is too bad that, to a number of people, the termbusiness letterconveys the idea of a colorless, stilted composition full of trite and almost meaningless business formulas. No onereads such a letter unless he has to, and surely that is not the kind one should practice writing. Below are given a few of the expressions that should be avoided.

I. Sometimes a writer tries to impress a reader with the volume of business he is doing by showing haste in his correspondence; as, in

1. Omitting the subject; as,

Wrong:In reply to your question will say ——Right:In reply to your question I will say ——

2. Omitting articles and prepositions; as,

Wrong:Direct package care Western Canning Co.Right:Direct the package in care of the Western Canning Co.

3. Using abbreviations

a.Of the introduction. Write out the introduction in detail, both name and address. Abbreviating this part of the letter is highly discourteous.b.In the body of the letter; as,Wrong:The Co. sent a no. of large orders last year.c.Of the courteous close; as,Wrong:Yours etc.Wrong:Yours resp'y.

a.Of the introduction. Write out the introduction in detail, both name and address. Abbreviating this part of the letter is highly discourteous.

b.In the body of the letter; as,

Wrong:The Co. sent a no. of large orders last year.

c.Of the courteous close; as,

Wrong:Yours etc.Wrong:Yours resp'y.

4. Using a phrase as a sentence; as,

Wrong:Yours of the 6th at hand and contents noted.

It is much better to refer indirectly to the receipt of a letter; as,

In the order you sent us on Aug. 5 ——

The same sort of mistake is seen in the all too frequent closing:

Wrong:Hoping that we hear from you soon,Yours truly,Right:Hoping that we hear from you soon, we areYours truly,

Why use such an expression at all? Avoidhoping,trusting,awaiting, or any other artificial closing.

II. Sometimes a writer makes an effort to be extremely courteous, but fails because he uses hackneyed wording; as,

1.Kindly.—A good word in itself but greatly abused.2.We beg to state.—Never usebegin this sense. You have no right to beg attention; earn it.3.Your favor,your esteemed favor,your valued favor.—Say,Your letter.4.Will you be so good as to.—Belongs in the class withbeg to state. Make your requests courteously, but directly.5.Would say.—Avoid this expression.

1.Kindly.—A good word in itself but greatly abused.

2.We beg to state.—Never usebegin this sense. You have no right to beg attention; earn it.

3.Your favor,your esteemed favor,your valued favor.—Say,Your letter.

4.Will you be so good as to.—Belongs in the class withbeg to state. Make your requests courteously, but directly.

5.Would say.—Avoid this expression.

III. Sometimes in an effort to be clear a writer usessameas a pronoun; as,

Wrong:If the books are not satisfactory, return same.

This is one of the worst of the distinctly business blunders.Sameis never a pronoun. Write to a man as you talk to him and you will not usesamein this way. (SeeExercise 88.)

IV. Sometimes in order to get attention a writer will use a liberal sprinkling of dashes and capitals, probably in imitation of advertising copy. Better than such artificial means is the attraction of a well worded letter.

Criticise the following letters, pointing out all the expressions that should be improved. Rewrite the letters.

Gentlemen:We beg to acknowledge your esteemed favor of Apr. 6. In regard to shoes received by you in poor shape as per complaint, would say that on receipt of same will try to locate cause of trouble. If due to defect in manufacture, will credit you with value of same.Hoping this is satisfactory to you,Yours truly,

We beg to acknowledge your esteemed favor of Apr. 6. In regard to shoes received by you in poor shape as per complaint, would say that on receipt of same will try to locate cause of trouble. If due to defect in manufacture, will credit you with value of same.

Hoping this is satisfactory to you,

Yours truly,

Dear Sir:Yours of March 18 at hand. Referring to matter of short weight, I beg to call your attention to C & A car 87324, which you loaded for us March 7 at your Auburn mine, gross weight 121,400 lbs. This car was check weighed at Peoria March 11 on your company's scales and showed gross weight 113,200 lbs. or shortage 8,200 lbs. Having investigated car, I find same was in good order and no indication of leakage, and it would appear to be a case of carelessness at time of loading. Therefore will request you to kindly send me cr. memo, on 8,200 lbs.Yours truly,

Yours of March 18 at hand. Referring to matter of short weight, I beg to call your attention to C & A car 87324, which you loaded for us March 7 at your Auburn mine, gross weight 121,400 lbs. This car was check weighed at Peoria March 11 on your company's scales and showed gross weight 113,200 lbs. or shortage 8,200 lbs. Having investigated car, I find same was in good order and no indication of leakage, and it would appear to be a case of carelessness at time of loading. Therefore will request you to kindly send me cr. memo, on 8,200 lbs.

Yours truly,

Exercise 223—The Sales Letter

The object of the sales letter is to make the reader buy. How can you do it? To begin with, get his point of view—that of the user. Then imagine that he is present and talk to him on paper. Get his interest with your opening sentence. Explain what you have to sell. Show him that he needs it. Whet his desire to possess it, and, finally, make it easy and imperative for him to order today.

The opening paragraph is all-important. It may make or mar a letter. If it is stilted or lacks directness, if it hasn't the personal, natural tone that makes the reader feel you are talking to him, or if it is stereotyped in its wording, the letter will probably go to the waste-basket.

Contrast the two letters that follow. Both were written to accompany a catalogue. Notice that the first begins and ends in a stereotyped way; has too few details to arouse interest; asks for an order but has no inducement to give one now; and, throughout, lacks the personal, convincing tone that makes the second a good selling letter. Notice that the second begins withyou, not withwe, and keeps the sameyouattitude to the end.

Turn back to the five essentials of a letter given on page 230. See if you can differentiate the five in the second letter.

Dear Sir:In compliance with your request of recent date we are sending you our latest general catalogue, inasmuch as we do not know which department catalogue you wish. We also have specialized books for jewelry, furniture, hardware, and drygoods. On request we shall be glad to send any one of these also.We carry the biggest line of Variety Store Leaders in the country, and our goods are always of the best. We take particular pains to acquaint our customers with the latest thing in the trade, and to give business-getting suggestions. Our Co-operative Bureau cheerfully answers all inquiries.Trusting we shall hear from you with an order, we areYours truly,

In compliance with your request of recent date we are sending you our latest general catalogue, inasmuch as we do not know which department catalogue you wish. We also have specialized books for jewelry, furniture, hardware, and drygoods. On request we shall be glad to send any one of these also.

We carry the biggest line of Variety Store Leaders in the country, and our goods are always of the best. We take particular pains to acquaint our customers with the latest thing in the trade, and to give business-getting suggestions. Our Co-operative Bureau cheerfully answers all inquiries.

Trusting we shall hear from you with an order, we are

Yours truly,

Dear Sir:Under separate cover you will receive a copy of our latest general catalogue, published especially for owners of Variety Stores. We are sending you the general catalogue because we do not know whether you are interested in a particular department. However, if your business specializes in any one class of goods—such as jewelry, furniture, hardware, or drygoods—we shall be glad to supply you with the departmental book you need. On the enclosed postal card simply check the one you wish, and mail the card to-day. We shallforwardthe catalogue at once.You may know that we always have on hand between two hundred and two hundred and fifty different Variety Store Leaders, affording you a wide selection of high-class goods of the finest materials, the neatest workmanship, and the latest styles at very low prices. After glancing over the catalogue you will agree with us that in every department of our huge business a dollar has full purchasing power.A unique feature of our business, moreover, is the Co-operative Bureau, which you will find a decided help in building up your business. Each week the Bureau sends out a Bulletin, acquainting our customers with important business events in the larger trade centers, with suggestions for new advertising and selling methods, with notices of new stock additions that make especially good leaders, and with advice how best to display them. The Bureau invites correspondence and sends customers, absolutelyfree of charge, advice on new store arrangements, window decorations, and advertising plans.Your first order makes you a co-operating member and entitles you to all the privileges of the Bureau and the services of an institution with wide experience and with a recognized reputation for square-dealing. Fill out the enclosed order blank, mail it to-day, and receive this week's Bulletin by return mail. It contains several splendid suggestions for novel, inexpensive advertising.Yours truly,

Under separate cover you will receive a copy of our latest general catalogue, published especially for owners of Variety Stores. We are sending you the general catalogue because we do not know whether you are interested in a particular department. However, if your business specializes in any one class of goods—such as jewelry, furniture, hardware, or drygoods—we shall be glad to supply you with the departmental book you need. On the enclosed postal card simply check the one you wish, and mail the card to-day. We shallforwardthe catalogue at once.

You may know that we always have on hand between two hundred and two hundred and fifty different Variety Store Leaders, affording you a wide selection of high-class goods of the finest materials, the neatest workmanship, and the latest styles at very low prices. After glancing over the catalogue you will agree with us that in every department of our huge business a dollar has full purchasing power.

A unique feature of our business, moreover, is the Co-operative Bureau, which you will find a decided help in building up your business. Each week the Bureau sends out a Bulletin, acquainting our customers with important business events in the larger trade centers, with suggestions for new advertising and selling methods, with notices of new stock additions that make especially good leaders, and with advice how best to display them. The Bureau invites correspondence and sends customers, absolutelyfree of charge, advice on new store arrangements, window decorations, and advertising plans.

Your first order makes you a co-operating member and entitles you to all the privileges of the Bureau and the services of an institution with wide experience and with a recognized reputation for square-dealing. Fill out the enclosed order blank, mail it to-day, and receive this week's Bulletin by return mail. It contains several splendid suggestions for novel, inexpensive advertising.

Yours truly,

The letter given above is personal and yet dignified. Usually that is the best style to use, and the one that we wish to practice writing. Sometimes, however, results can best be obtained by using the colloquial or even jocular tone illustrated in the following letter sent to a retailer in Ottumwa, Iowa:

Dear Sir:We sell cheese, a new brand, the finest kind you ever tasted, put up in the most attractive package, to sell at the most attractive price. Called Par Excellence Creme, wrapped in silver foil with a gold label, it sells for fifteen cents and costs you ten. Ever hear a better proposition?Better buy now before your rival gets ahead of you. Everybody's calling for it. Why? Because we're advertising everywhere. It has been out only one month, and yet sales have trebled our highest expectations. Half the sales of a new cheese depend on the package and the price; the other half depend on the quality. All three are right in Par Excellence Creme.Mr. S. R. King, our Iowa representative, tried to see you last week, but, unfortunately, he was unable to find you in. Now, he carries a full line of our samples, and it's worth the time it takes just to see how good they look, even if you don't care to buy. How about it? Don't you want to see them? Mr. King will be in Ottumwa next Wednesday.Yours truly,

We sell cheese, a new brand, the finest kind you ever tasted, put up in the most attractive package, to sell at the most attractive price. Called Par Excellence Creme, wrapped in silver foil with a gold label, it sells for fifteen cents and costs you ten. Ever hear a better proposition?

Better buy now before your rival gets ahead of you. Everybody's calling for it. Why? Because we're advertising everywhere. It has been out only one month, and yet sales have trebled our highest expectations. Half the sales of a new cheese depend on the package and the price; the other half depend on the quality. All three are right in Par Excellence Creme.

Mr. S. R. King, our Iowa representative, tried to see you last week, but, unfortunately, he was unable to find you in. Now, he carries a full line of our samples, and it's worth the time it takes just to see how good they look, even if you don't care to buy. How about it? Don't you want to see them? Mr. King will be in Ottumwa next Wednesday.

Yours truly,

This style is commonly called "snappy." It has its advantage, but should be used only rarely. Above all, if you do use it, avoid the dash. Notice how the dash spoils the following:

Dear Sir:Have you ever eaten that king of nuts—the budded or grafted paper shell pecan—the nut whose kernel is as nutritious as beef and as sweet and delicious as honey—the nut that is so delightfully palatable and so wholesome, the discriminating epicures of two continents have set their seal of approval on it—creating a demand that literally cannot be supplied—even at prices ranging as high as a dollar a pound.

Have you ever eaten that king of nuts—the budded or grafted paper shell pecan—the nut whose kernel is as nutritious as beef and as sweet and delicious as honey—the nut that is so delightfully palatable and so wholesome, the discriminating epicures of two continents have set their seal of approval on it—creating a demand that literally cannot be supplied—even at prices ranging as high as a dollar a pound.

To use the dash in this way seems to imply that you do not understand punctuation or sentence structure. If the paragraph is rewritten, removing the dashes and dividing into sentences, we get a much stronger appeal. The dash makes for weakness rather than for strength because it suggests hysterics.

Dear Sir:Have you ever eaten the king of nuts, the budded or grafted paper shell pecan? The kernel is as nutritious as beef and as sweet as honey. It is so wholesome and so delicious that discriminating epicures of two continents have set their approval on it, creating a demand that literally cannot be supplied, even at prices ranging as high as a dollar a pound.

Have you ever eaten the king of nuts, the budded or grafted paper shell pecan? The kernel is as nutritious as beef and as sweet as honey. It is so wholesome and so delicious that discriminating epicures of two continents have set their approval on it, creating a demand that literally cannot be supplied, even at prices ranging as high as a dollar a pound.

A very good way to open a sales letter is to get the attention by a bit of narration containing direct quotations, as shown in the following:

Dear Sir:"It saves seven per cent."So said Mr. John H. Samuels, a manufacturer of Birmingham, Ala.He had watched his bookkeepers at their work, and it seemed to him that their main business was turning and flattening the springy pages of the bulgy ledger. Ten seconds were wasted, he said, every time a page was turned—almost every time an entry was made—and hardly more than two minutes were needed to make the entry. That was enough. Each of his twenty men was wasting seven per cent of his time."Try hinged paper," suggested the head bookkeeper.Accordingly, Mr. Samuels tried several kinds of hinged paper,only to find that the hinged section tore, broke, or cracked. The time that the clerks now saved in flattening the leaves they wasted in rewriting the pages that had torn out.He had no more faith in hinged papers by the time that he saw the advertisement of the Benton hinge. "As strong as the rest of the paper!" he scoffed. "We'll see about this!""Send me a sample," he wrote us. "If your ad tells the truth, you get my order."We sent it. He tested it. He pulled it, crumpled it, ruled on it, erased it on both sides, and even creased it. But it did not break.Very cautiously and doubtingly he tried the paper in one ledger for one month. He found that the book rolled flat whenever it was opened, that no hinge tore, and that every page could be used from binder to outer edge."It does the work," he told our salesman at the end of the month. "It saves seven per cent. Send me a consignment."If you, too, are paying seven per cent of your bookkeepers' salaries for waste motion, let us send you a sample. It will cut down your expenses as it cut down Mr. Samuels'.Remember that you put yourself under no obligation to us. You take no risks. Simply promise to use the paper if we send it free.Yours truly,

"It saves seven per cent."

So said Mr. John H. Samuels, a manufacturer of Birmingham, Ala.

He had watched his bookkeepers at their work, and it seemed to him that their main business was turning and flattening the springy pages of the bulgy ledger. Ten seconds were wasted, he said, every time a page was turned—almost every time an entry was made—and hardly more than two minutes were needed to make the entry. That was enough. Each of his twenty men was wasting seven per cent of his time.

"Try hinged paper," suggested the head bookkeeper.

Accordingly, Mr. Samuels tried several kinds of hinged paper,only to find that the hinged section tore, broke, or cracked. The time that the clerks now saved in flattening the leaves they wasted in rewriting the pages that had torn out.

He had no more faith in hinged papers by the time that he saw the advertisement of the Benton hinge. "As strong as the rest of the paper!" he scoffed. "We'll see about this!"

"Send me a sample," he wrote us. "If your ad tells the truth, you get my order."

We sent it. He tested it. He pulled it, crumpled it, ruled on it, erased it on both sides, and even creased it. But it did not break.

Very cautiously and doubtingly he tried the paper in one ledger for one month. He found that the book rolled flat whenever it was opened, that no hinge tore, and that every page could be used from binder to outer edge.

"It does the work," he told our salesman at the end of the month. "It saves seven per cent. Send me a consignment."

If you, too, are paying seven per cent of your bookkeepers' salaries for waste motion, let us send you a sample. It will cut down your expenses as it cut down Mr. Samuels'.

Remember that you put yourself under no obligation to us. You take no risks. Simply promise to use the paper if we send it free.

Yours truly,

Exercise 224

Study the following letters and letter openings for good and bad qualities:

Dear Sir:People who have not had much of what the world calls "good luck" find it hard to believe an opportunity when it comes—they don't feel sure about it—on the other hand, people who have had many opportunities have a natural confidence that every opening presented is intended for them and they grasp it with an assurance that begets success.You may be one of those who have not had many chances to do what you would like to do and therefore not sure that my offer is an opportunity. For that reason let us again go over the points of advantage. . . .

People who have not had much of what the world calls "good luck" find it hard to believe an opportunity when it comes—they don't feel sure about it—on the other hand, people who have had many opportunities have a natural confidence that every opening presented is intended for them and they grasp it with an assurance that begets success.

You may be one of those who have not had many chances to do what you would like to do and therefore not sure that my offer is an opportunity. For that reason let us again go over the points of advantage. . . .

Dear Sir:I am taking the liberty of writing you again because I fear you do not fully realize the value of the proposition I am offering you. Why, man, it's the opportunity of a life-time! . . . (extended for three pages.)

I am taking the liberty of writing you again because I fear you do not fully realize the value of the proposition I am offering you. Why, man, it's the opportunity of a life-time! . . . (extended for three pages.)

Dear Sir:If we wanted to know just what kind of person you are, do you know where we'd go to find out? We'd ask your old friends and neighbors, who know all about you from close association.If you want to find out about us—what we are doing and what improvements we are making in southern Florida—the best place to get this information is from the people of Florida, who know the facts from first-hand observation. The enclosed clipping is an editorial expression—not a paid advertisement—from the Ft. Meyers Press. The editor is under no obligation to us and is merely expressing the opinion of the people here. . . .

If we wanted to know just what kind of person you are, do you know where we'd go to find out? We'd ask your old friends and neighbors, who know all about you from close association.

If you want to find out about us—what we are doing and what improvements we are making in southern Florida—the best place to get this information is from the people of Florida, who know the facts from first-hand observation. The enclosed clipping is an editorial expression—not a paid advertisement—from the Ft. Meyers Press. The editor is under no obligation to us and is merely expressing the opinion of the people here. . . .

New York, Right Now.A Deal of ImportanceIt affects YOU! It is so important I must forego the pleasure of a personal letter in order to write 5,000 people to-day—500 of whom—the wide-awake ones who read this letter through—will be able to coin it into dollars—real money—money you can spend.What we now offer you has never before been offered by any body in the world. It is a combination we are fortunate enough, just at this time, to be able to offer you, because of an important deal we have just closed—a deal that may easily spell dollars to you. Read every word of this letter—it may be—possibly is—the only thing to make you a successful and wealthy man. . . .

New York, Right Now.

A Deal of Importance

It affects YOU! It is so important I must forego the pleasure of a personal letter in order to write 5,000 people to-day—500 of whom—the wide-awake ones who read this letter through—will be able to coin it into dollars—real money—money you can spend.

What we now offer you has never before been offered by any body in the world. It is a combination we are fortunate enough, just at this time, to be able to offer you, because of an important deal we have just closed—a deal that may easily spell dollars to you. Read every word of this letter—it may be—possibly is—the only thing to make you a successful and wealthy man. . . .

R F D 4 Logansport, Ind.8-26-11.Mr. M. H. Smith, etc.Dear Sir:I acknowledge getting your telegram over the telephone yesterday, and if I had been in funds would have answered by returntelegram, but such is life. I accommodated a friend by loaning him $750, which will probably be paid the last week of never. I thank you for the offer, and when I am in funds will call on you either personally or by letter.Very truly yours,

R F D 4 Logansport, Ind.8-26-11.

I acknowledge getting your telegram over the telephone yesterday, and if I had been in funds would have answered by returntelegram, but such is life. I accommodated a friend by loaning him $750, which will probably be paid the last week of never. I thank you for the offer, and when I am in funds will call on you either personally or by letter.

Very truly yours,

Exercise 225—Opening an Account

Imagine that you are manager of a wholesale dry goods house. You have received an order from P. H. Powley, 23 Water street, Franklin, Mich. As you do not know Mr. Powley, write him, stating in as courteous a way as possible that, since this is his first order, he must either furnish references or send a remittance. Make your letter direct and personal. Include some good selling talk.

The exercise above illustrates the method that might be adopted in case of a small order. If Mr. Powley had sent a large order, the wholesale house would no doubt consult a financial agency to discover his financial condition; hisrating, it is called. If his name were not found in the book of the agency, the wholesale house would require Mr. Powley to send a correct account of his financial standing; that is, a list of his assets and liabilities. If he refused, they would not do business with him. Why? The principal financial agencies are Bradstreet and Dun. Besides these, there are many mercantile agencies. They give any information that is required concerning a business man. All such information is confidential.

In connection with this exercise study the letters that follow:

Request to Open an AccountMadison, Wis., Sept. 16, 1915.Wilson, Brighton, & Co.,68 Broadway, New York.Gentlemen:Until recently I was in the employ of Samuel Stratton & Co. of Milwaukee, but I have now started a business of my own, forwhich I should like to open an account with your house. As to my business ability and financial standing, I refer you to my late employers, Samuel Stratton & Co. of Milwaukee, and to the Madison State Bank of this city.If on investigation you decide to accept me as a customer, will you please send the goods on the enclosed order, deducting your usual discount for cash? Upon receipt of the goods and of the invoice, I shall at once forward a sight draft on the Broadway National Bank of your city.Respectfully yours,George R. Scott

Request to Open an Account

Madison, Wis., Sept. 16, 1915.

Until recently I was in the employ of Samuel Stratton & Co. of Milwaukee, but I have now started a business of my own, forwhich I should like to open an account with your house. As to my business ability and financial standing, I refer you to my late employers, Samuel Stratton & Co. of Milwaukee, and to the Madison State Bank of this city.

If on investigation you decide to accept me as a customer, will you please send the goods on the enclosed order, deducting your usual discount for cash? Upon receipt of the goods and of the invoice, I shall at once forward a sight draft on the Broadway National Bank of your city.

Respectfully yours,George R. Scott

Reply No. 1

Dear Sir:In seeking information through the usual outside channels for basing credit for you, we find our reports have not been sufficient in detail to permit us to arrange this matter satisfactorily. These reports all speak very highly of you in a personal way, but do not give us the required information financially.We assume you want our goods for your Christmas trade. It is imperative, therefore, that we ship immediately. We suggest that on this order you send us a draft, in consideration of which we shall be pleased to allow you a special discount of 4%. Understand that we suggest these terms on this first order only, as we feel confident that we can easily arrange a credit basis for future shipments. We sincerely trust you will take no offense at the above suggestion, as we have made it in your interest.Yours very truly,

In seeking information through the usual outside channels for basing credit for you, we find our reports have not been sufficient in detail to permit us to arrange this matter satisfactorily. These reports all speak very highly of you in a personal way, but do not give us the required information financially.

We assume you want our goods for your Christmas trade. It is imperative, therefore, that we ship immediately. We suggest that on this order you send us a draft, in consideration of which we shall be pleased to allow you a special discount of 4%. Understand that we suggest these terms on this first order only, as we feel confident that we can easily arrange a credit basis for future shipments. We sincerely trust you will take no offense at the above suggestion, as we have made it in your interest.

Yours very truly,

Reply No. 2

Dear Sir:Thank you for the order you sent us yesterday. Its size confirms the belief we have always held that D—— is a rapidly growing business center, the right place for a retailer to settle and prosper.After careful consideration of your letter, however, we have decided to hold back your order for a short time. You cannot regret this more than we do. We do not like to lose your account, and yet, under the circumstances, we feel we cannot send you the order. We hope you can sell the property you mentioned in your letter and thus clear up the balances against you. Then we shall gladly open an account for you.We are especially sorry we cannot send the order at once, as you no doubt need your fall stock now. Don't you think it would be the best solution if you would send us your remittance for $250 now, so that we may send the goods? We know what it means to buy in the open market so late in the season. We assure you that on receipt of a remittance the order will go through immediately.Yours truly,

Thank you for the order you sent us yesterday. Its size confirms the belief we have always held that D—— is a rapidly growing business center, the right place for a retailer to settle and prosper.

After careful consideration of your letter, however, we have decided to hold back your order for a short time. You cannot regret this more than we do. We do not like to lose your account, and yet, under the circumstances, we feel we cannot send you the order. We hope you can sell the property you mentioned in your letter and thus clear up the balances against you. Then we shall gladly open an account for you.

We are especially sorry we cannot send the order at once, as you no doubt need your fall stock now. Don't you think it would be the best solution if you would send us your remittance for $250 now, so that we may send the goods? We know what it means to buy in the open market so late in the season. We assure you that on receipt of a remittance the order will go through immediately.

Yours truly,

Exercise 226

1. Order from the Grand Rapids Furniture Co., Grand Rapids, Mich., 5 mahogany rockers, 1 Turkish rocker, 2 brass beds, 12 dining room chairs, 2 dining room tables. Supply catalogue numbers and give shipping directions.2. The Grand Rapids Furniture Co. replies, acknowledging the receipt of the above order (give date) but stating that you did not mention how you would pay for the goods. On receipt of a certified check to cover the amount, or of the names of two reliable references, they will be pleased to send you the order. Make this a good sales letter.

2. The Grand Rapids Furniture Co. replies, acknowledging the receipt of the above order (give date) but stating that you did not mention how you would pay for the goods. On receipt of a certified check to cover the amount, or of the names of two reliable references, they will be pleased to send you the order. Make this a good sales letter.

Exercise 227

1. You are a florist of Rockford, Ill. Write to S. M. Porter & Son, 155 S. State Street, Chicago, saying that this fall you are opening a new department of Landscape Gardening. Judging by advance orders, you will need approximately 200 shade trees, maples and poplars; 200 fruit trees of various kinds; and several hundred flowering shrubs. You will probably duplicate the order in the spring. Ask for terms, saying that you would like to open an account. Give two references.2. S. M. Porter & Son reply, acknowledging your order, and saying that they will be pleased to do business with you on sixty days' credit, terms 50 and 5%. If this is satisfactory, they will add your name to their books. Make it a sales letter.

2. S. M. Porter & Son reply, acknowledging your order, and saying that they will be pleased to do business with you on sixty days' credit, terms 50 and 5%. If this is satisfactory, they will add your name to their books. Make it a sales letter.

Exercise 228

1. Samuel Radford of Douglas, Mich., wishes to buy a motor boat. He orders of the Modern Steel Boat Co., manufacturers of high grade motor boats, Detroit, Mich., boat No. 172. page 425, catalogue No. 10. The price as listed is $192. He accepts the offer they made him —— (date), of —— (terms) and enclosesa certified check for the amount. He gives full shipping directions. (Be sure you can do this.) He asks how cheaply he can obtain cushions for the boat.2. The company reply: They have shipped the boat. (Is this sufficiently detailed?) A set of new cushions to fit the boat costs $25. They have a set of secondhand cushions in excellent condition for $15. If Radford desires either of these, he should wire at once at their expense.3. Telegraph his decision.

2. The company reply: They have shipped the boat. (Is this sufficiently detailed?) A set of new cushions to fit the boat costs $25. They have a set of secondhand cushions in excellent condition for $15. If Radford desires either of these, he should wire at once at their expense.

3. Telegraph his decision.

Exercise 229

1. Messrs. Lee and Watkins, druggists of Gallon, Ohio, wish to open an account with Pierce, King & Co., 17 S. Albany St., Baltimore, Md., for the purchase of large orders on ninety days' credit. They say they do a very large business as they have the only drug store within a radius of several miles. They give several names as references. Write the letter.2. You are a traveling salesman for Pierce, King & Co. They write you at the Union Hotel, Columbus, telling you of the foregoing letter, a copy of which they enclose, and asking you to investigate the standing of Messrs. Lee and Watkins.Reply that you visited the drug store in question on a Tuesday (give date), because in your experience the early part of the week is very quiet in the business of small towns. Say that two clerks were kept busy constantly and that several people spoke of the enormous business done on Saturdays and market days. The firm has good credit in the town. You are satisfied that the gentlemen in question are reliable.3. Write from Pierce, King & Co. to Messrs. Lee and Watkins, acknowledging the receipt of their letter —— (date) and expressing pleasure in being able to enter their name on the firm's books. Write as courteous a letter as you can.4. Imagine that the salesman's reply (2) had been unfavorable. Write to Messrs. Lee and Watkins, refusing them credit but trying to get their cash business.

2. You are a traveling salesman for Pierce, King & Co. They write you at the Union Hotel, Columbus, telling you of the foregoing letter, a copy of which they enclose, and asking you to investigate the standing of Messrs. Lee and Watkins.

Reply that you visited the drug store in question on a Tuesday (give date), because in your experience the early part of the week is very quiet in the business of small towns. Say that two clerks were kept busy constantly and that several people spoke of the enormous business done on Saturdays and market days. The firm has good credit in the town. You are satisfied that the gentlemen in question are reliable.

3. Write from Pierce, King & Co. to Messrs. Lee and Watkins, acknowledging the receipt of their letter —— (date) and expressing pleasure in being able to enter their name on the firm's books. Write as courteous a letter as you can.

4. Imagine that the salesman's reply (2) had been unfavorable. Write to Messrs. Lee and Watkins, refusing them credit but trying to get their cash business.

Exercise 230—Letters Requesting Payment

It is better not to make threats in a collection letter except as a last resort, and then the threat should be carried out. It is advisable in a first letter of the kind to take for grantedthat a customer is honest and that the failure to pay is an oversight. If some inducement for further purchases is included in the letter in the form of good selling talk, a remittance will probably be sent, and perhaps another order as well.

If the customer, however, takes no notice of the first letter, a second, making the request for payment more urgent, may follow. The tone of the second letter and subsequent letters will depend on the value that you put on the customer's trade. Finally, if he ignores all of these letters, dally no longer. Say that if payment is not made by a certain date, you will draw on him at sight. If he does not honor the draft, put the matter in the hands of your attorney.

Study the following letters. Select from them those that you think would make a good series:

Dear Sir:Ten days ago we mailed you a statement of your account, which was due at that time. As we have heard nothing from you, we have concluded that the letter must have miscarried. We are, therefore, enclosing a duplicate of the former statement. We trust that it will reach you safely and have your prompt attention.Yours very truly,

Ten days ago we mailed you a statement of your account, which was due at that time. As we have heard nothing from you, we have concluded that the letter must have miscarried. We are, therefore, enclosing a duplicate of the former statement. We trust that it will reach you safely and have your prompt attention.

Yours very truly,

Dear Sir:Evidently you, too, are experiencing the increase in business that our customers in general are reporting. In the rush of orders you probably have overlooked the fact that your account with us is three weeks over-due. Your remittances hitherto have been very prompt, and we trust that this reminder will be treated equally promptly.By the way, have you found that the Holeless Socks are coming up to our guarantee? From all parts of the country we are getting flattering reports in the form of big orders. We feel that they merit their popularity, and with the extensive advertisingcampaign that we have inaugurated they are bound to continue in favor.We are especially prepared at present to give you an attractive price, enabling you to realize large profits on these socks. If you need more of them, we can make shipment at once.Yours very truly,

Evidently you, too, are experiencing the increase in business that our customers in general are reporting. In the rush of orders you probably have overlooked the fact that your account with us is three weeks over-due. Your remittances hitherto have been very prompt, and we trust that this reminder will be treated equally promptly.

By the way, have you found that the Holeless Socks are coming up to our guarantee? From all parts of the country we are getting flattering reports in the form of big orders. We feel that they merit their popularity, and with the extensive advertisingcampaign that we have inaugurated they are bound to continue in favor.

We are especially prepared at present to give you an attractive price, enabling you to realize large profits on these socks. If you need more of them, we can make shipment at once.

Yours very truly,

Dear Sir:In looking over our accounts, we find that your purchases have lately been increasing considerably and that your payments have been few and unimportant. Statements have been sent regularly, we believe, but have probably been overlooked because of the stress of your other affairs. Such things, of course, can happen with any of us, especially when we have many other matters to look after.We have always valued your account, and we greatly desire our pleasant relations to continue. As the amount that you owe us is now long over-due, we would appreciate your returning the enclosed bill to be receipted during the next few days.Yours very truly,

In looking over our accounts, we find that your purchases have lately been increasing considerably and that your payments have been few and unimportant. Statements have been sent regularly, we believe, but have probably been overlooked because of the stress of your other affairs. Such things, of course, can happen with any of us, especially when we have many other matters to look after.

We have always valued your account, and we greatly desire our pleasant relations to continue. As the amount that you owe us is now long over-due, we would appreciate your returning the enclosed bill to be receipted during the next few days.

Yours very truly,

Dear Sir:Your attention has twice been called to your account for $——, but for some reason you do not reply to our letters.Our terms, as you know, are thirty days, and we cannot allow a longer extension except by special arrangement. We have borne the matter very patiently, realizing that unusual conditions sometimes prevent one's doing as he desires. At the same time, it is entirely out of reason that your account should still be owing at this time. May we not expect your remittance by return mail?Should we not hear from you by the 15th, we shall draw on you, and, if you have not remitted in the meantime, please provide for our draft upon its arrival.Yours truly,

Your attention has twice been called to your account for $——, but for some reason you do not reply to our letters.

Our terms, as you know, are thirty days, and we cannot allow a longer extension except by special arrangement. We have borne the matter very patiently, realizing that unusual conditions sometimes prevent one's doing as he desires. At the same time, it is entirely out of reason that your account should still be owing at this time. May we not expect your remittance by return mail?

Should we not hear from you by the 15th, we shall draw on you, and, if you have not remitted in the meantime, please provide for our draft upon its arrival.

Yours truly,

Dear Sir:On March 15 we drew on you for $250. Our draft has been returned to us by the Blank Bank, unpaid.Your account is long past due, and, although we are willing to do almost anything to accommodate our customers, we feel that in your case the time for concessions has passed. We desire your check at once for the balance due us.You are credited with using considerable money in your business, and it would seem that you should without difficulty be able to take care of amounts such as you owe us. If we do not hear from you by April 1, we shall send a second draft. If you permit this to be returned unpaid, we shall be compelled to take action to force collection. We wish to express the hope, however, that you will not allow this to be done.Yours truly,

On March 15 we drew on you for $250. Our draft has been returned to us by the Blank Bank, unpaid.

Your account is long past due, and, although we are willing to do almost anything to accommodate our customers, we feel that in your case the time for concessions has passed. We desire your check at once for the balance due us.

You are credited with using considerable money in your business, and it would seem that you should without difficulty be able to take care of amounts such as you owe us. If we do not hear from you by April 1, we shall send a second draft. If you permit this to be returned unpaid, we shall be compelled to take action to force collection. We wish to express the hope, however, that you will not allow this to be done.

Yours truly,

Exercise 231

Letter (2) above is written primarily to get a check for the over-due account and incidentally to get another order. Suppose that the customer sends an order and no money. You do not wish to extend further credit until the old balance is paid. Write a tactful letter, saying that you will hold back the order until you receive a check to pay the over-due account.

Exercise 232

Write the letters in the following transaction:

1. J. F. Brookmeyer, Peru, Ind., is a dealer in shoes. He opened an account with you a month ago. He has purchased shoes to the amount of $250. You rendered an account on the first of the month, two weeks ago. Write a letter saying that you do not carry over accounts from month to month, as your small margin of profit makes it impossible for you to carry an irregular account. Make it a courteous sales letter as well as a collection letter.2. J. H. Brookmeyer sends a certified check for the full amount, apologizing for the delay.

2. J. H. Brookmeyer sends a certified check for the full amount, apologizing for the delay.

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