A handbook in business letters for high school students

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A HANDBOOK IN BUSINESS LETTERS FOR HIGH SCHOOL STUDENTS

A Project Presented to the Faculty of the School of Education The University

of Southern California

In Partial Fulfillment of the Requirements for the Degree Master of Science in Education

hy Hollis V. Voas June 1950

UMI Number: EP46116

All rights reserved INFORMATION TO ALL USERS The quality of this reproduction is dependent upon the quality of the copy submitted. In the unlikely event that the author did not send a complete manuscript and there are missing pagps, these will be noted. Also, if material had to be removed, a note will indicate the deletion.

Dissertation Publishing

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1

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T h is p ro ject report, voritteri under the direction o f the candidate’s adviser and ap p ro ved by h im , has been presented to and accepted by the F a c u lty o f the School o f E d u catio n in p a r tia l f u lf illm e n t of the requirements f o r the degree

o f M a s t e r of

Science in E ducation.

Date.

.........

A d v is e r

Dean

ii

TABLE OF CONTENTS CHAPTER 1.

PAGE

THE “LOOK";

HOW TO GIVE YOUR LETTER AN

ATTRACTIVE APPEARANCE.............................

1

1.

PARCHMENTS

1

2.

YOUR ADVERTISEMENTS

How toselectyour paper

. . . .

How to choose a

good l e t t e r h e a d ....................... 3.

PLACEMENTS

How to put the various parts of

the letter in an attractive f o r m ............. 4.

PARAGRAPHSs letter

5.

......................................

WORDS AND SENTENCES:

PUNCTUATIONS

How to select words

..............................

TYPING POINTERS:

MAILING:

2.

7

8

How to get your letters ready for

posting ...................................... 9.

6

How to insure a good, clean

c o p y ........................................ 8.

5

How to set off words and

phrases 7.

3

How to form the body of your

for constructinggoodsentences . . . . . . . 6.

2

FINAL INSPECTION:

ESSENTIAL PRINCIPLES:

How

to recheck your letter

8 9

HOW TO PRESENT YOUR

M E S S A G E ............................................. 16 1.

ORGANIZATIONS

2.

ATTENTIONS

3.

INTEREST;

How to plan your message . . .

How to get

the whole message read

How to get thoughtful consideration

17 17

iii

CHAPTER

PAGE for your l e t t e r .................................. 18

4.

CLEARNESS:

How to take the reader's point

of v i e w ........................................... 18 5.

CONCISENESS:

6.

CONVICTION:

How to say all that is necessary.

18

How to make your points emphatic .

19

j

7.

PERSUASION:

$ow to use effectively the "you"

a p p r o a c h .........................................19 8.

VARIETY:

9.

STYLE: tively

How to avoid m o n o t o n y ................. 19 How to arrange the material attrac­ ........................................... 20

INFORMATION. PLEASE:

HOW TO ASK FOR AND GIVE

I N F O R MATION........................................... 25 1.

ROUTINE INQUIRIES:

How to request goods or

I

26

services already prepared by the reader . . . . 2.

NON-ROUTINE INQUIRIES:

How to ask for special

information about goods or services ........ 3.

STRICTLY CONFIDENTIAL:

26

How to request re­

28

stricted information 4.

.

GOOD INSURANCE FOR ANSWER:

How to make it

easier to r e p l y .................................. 28 5'.

REFUSAL OF INQUIRY:

How to write tactful

letters refusing to give information 6.

REQUESTS GRANTED SERVICE: requests for information

. . . . .

29

How to comply with 29

'

iv

CHAPTER 4.

PAGE

BUYING;

HOW TO APPLY YOUR KNOWLEDGE TO THE WRITING

OF LETTERS THAT DEAL WITH BUYING GOODS OR SERVICES . 33 1.

ORDERS:

How to give complete and exact in­

formation when ordering g o o d s .................. 34 2.

REMITTANCES:

How to send money through the

m a i l .............................................. 34 3.

ORDER BLANKS: form

4.

How to fill out a purchasing ......................................35

LETTERS OF PURCHASE:

How to write effective

v

letters for b u y i n g ............................... 35 5.

ACKNOWLEDGMENT:

6.

FOLLOW UP:

How to confirm the orders . . .

How to write a supplement to the

original order ................... 7.

SHIPMENTS:

35

39

How to write letters about the

delivery of g o o d s ............................... 42 5.

SALES LETTERS:

HOW TO IMPROVE SALES THROUGH .

WRITTEN COMMUNICATIONS .............................. 45 V 1.

CREATING DESIRE:

How to arouse interest for

the product in the mind of the r e a d e r .......... 46 v 2.

PERSUASION:

3 . ACTION:

How to clinch a s a l e .............. 46

How to make it easy for the reader

to reply . 4.

PROMOTION:

5*

INTEREST:

......................................47 How to make your sales show a profit 47 How to capture and retain attention . 48

CHAPTER 6.

PAGE FOLLOW-UP:

How to write letters to supplement

the efforts of the sales f o r c e .................. 5 1 6.

CUSTOMER DISSATISFACTION:

HO?/ TO WRITE LETTERS

ARISING FROM CLAIM S AND ADJUSTMENTS. . . . .......... 54 1.

2.

ERRORS:

How to write a claim letter to a

company

. . . . . . .

TO ERR IS HUMAN:

.............

54

How to write letters stating

where the seller believes the error lies . . ... 55 3.

LET THE BUYER BE SATISFIED: letters of adjustment

4.

BUYER AT FAULT:

How to write

.........................

55

How to make a tactful

explanation of error ............................ 58 7.

I PROMISE TO PAY: LETTERS 1.

.

HOW TO WRITE EFFECTIVE CREDIT

.................

GREEN LIGHT:

63

How to grant credit to a new

c u s t o m e r .......................................... 64 2.

CAUTION SIGNAL:

3..

RED LIGHT:

How to request credit ratings . 64

How to refuse credit after

investigation

........................... 66

4.

WELCOME MAT:

How to extend credit by letter . . 66

5.

BRASS TACKS:

How to put terms of sales in

black and w h i t e ................................. 66 8.

IN THE RED: 1.

HOW TO WRITE COLLECTION LETTERS . . . .

SPUR TO ACTION:

70

How to collect money by letter. 71

vi

CHAPTER

PAGE

2. CERTAIN PROFITS:

How to make collection

letters yield big returns ....................... 3. HUMAN FACTOR:

71

How to write letters to collect

debts psychologically............................ 72 4.

RETALIATION:

How to recind credit privileges .

5. COLLECTION ADJUSTMENT: unearned discounts 6.

REMINDERS:

How to collect

.............................

How to start thecollection cycle .

7. A GOOD BEGINNING:

74

74 74

How to write the first

letter of the collection cycle................... 75 8.

THE GENTLE PROD:

How to write the second in

the series of collection letters 9.

APPEAL TO REASON:

's' 10. FAIR PLAY:

..............

How to play your cards . . .

75 75

How to build up the customer’s

sense of p r i d e ...................... 11.

INDIVIDUAL APPROACH:

How to write appealing

self-interest letters . . . 12.

OVERDUES:

....................76

How to get non-payment accounts

paid in f u l l ..................................... 76 v

13 . FINAL PLEA:

How to get action from stubborn

d e l i n q u e n t s ....................................... 77 9.

MEET THE AMBASSADOR:

HOW TO WRITE LETTERS TO BUILD

UP G O O D W I L L ....................... ' .................. 81 1.

PROVEN TECHNIQUES:

How to make goodwill letters

7

v ii

CHAPTER

PAGE c l i c k ............................................. 82

2.

ENLARGEMENT OF CLIENTELE:

How to contact

prospective customers . . . . . . . 3.

GOODWILL ACTIVATION:

4.

GREETING SUGGESTIONS:

.

84

How to make new customers

85

How to welcome new

c u s t o m e r s ......................................... 85 5.

HELLO AGAIN:

How to make inactive customers

a c t i v e ........................................... 85 6.

HOLDING ATTENTION:

How to retain old

c u s t o m e r s ......................................... 86 7.

WE'RE SORRY:

How to write letters of apology .

8.

THANK YOU:

How to write notes of appreciation.

9.

REMINDERS:

How to write letters to let the

reader know * 10.

87 87

thathe is m i s s e d ....................87

SELLING YOURSELF:

HOW TO ?fflITE APPLICATION LETTERS

FOR E M P L O Y M E N T .......................................90 v

1.

PLAN:

How to write an application letter in

a logical sequence............................. 2.

EFFECTIVENESS:

How to write letters’that will

get the j o b .......... 3.

JOB WANTED:

91

How to write classified adver­

tisements 4.

HELP WANTED: advertisement

91

94 How to answer a newspaper . . . . .

94

v iii

CHAPTER 5.

PAGE SUPPLEMENTARY MATERIAL:

How to enclose

pertinent d a t a ......... . .................. .. 6.

INTERVIEW:

How to make contacts for a job by

requesting a personal appearance . . . 7.

INTRODUCTIONS: presentation

8.

94

.......... 95

How to write a letter of ................................... 96

RECOMMENDATIONS:

How to present your

r e f e r e n c e s ........................................96 9.

FOLLOW-UP:

How to write follow up letters to

an interview orapplication........................ 97 B I B L I O G R A P H Y ............................................. 101

LIST OF EXHIBITS EXHIBIT

PAGE

A.

LE T T E R .PLACEMENT .............

B.

ENVELOPE ADDRESS STYLES

C.

TYPED RETURN ADDRESS; SPECIAL INFORMATION SECTION. 11

D.

LETTER OF INQUIRY.............■ ................... 27

E.

PURCHASE LETTER

F.

EFFECTIVE PURCHASE LETTER

G.

ORDER CONFIRMATION .......... ■ ................... 38

H.

STATEMENT OF FIRM’S POLICY . .

I.

LETTER TO LOCAL DEALER . . . . ........

J.

PEP TALK PROMOTING' SALES . . . ................... 49

K.

INTEREST RETAINER

L.

CLAIM LETTER .................

................... 56

M.

ADJUSTMENT LETTER

...........

................... 59

. . .

.............■ ................... 36 . . ................... 37

...........

N. 'REQUEST FOR CREDIT RATING

...../41 /

.............

...

50

. . ................... 65

0.

CREDIT REFUSAL LETTER

. . . . ................... 67

P.

SPECIAL APPEAL LETTER

. . . . ................... 73

Q-

GOODWILL LETTER

R.

DATA SHEET . . ...............

.............

...........

. . . .

83

x PREFACE Everybody who is anybody at all writes letters.

Few

of us are experts, but with practice and patience we can get out of the ruts and ride smoothly along the great high­ way labeled "Successful Letters.'* This modern world is a highly competitive one.

Much

of today*s business is done through written communications. Conversations over the telephone are verified with type­ writer, pen and paper. tract is binding.

**Make it in writing" and the con­

Therefore, it is quite essential that

everybody entering business as a career should first become acquainted with one of the important tools of business— that of business communications.

When some of the basic

principles have made a deep impression the techniques are improved and established more clearly with use.

"Just put

down one little word after another," has been the advice of more than one successful writer in counselling beginners. We learn by experience.

The only way to learn to write

better business letters is to write oftener, to criticize ourselves more severely, and to improve over the previous trial. This handbook in business letters was written for high school students who are preparing to earn a livelihood from a business career.

This guide, in outline form, is quite

xi

adaptable to both typing, secretarial and business training classes as well as for English classes. The functional approach is given throughout the hand­ book.

The ten chapters are divided into the mechanics and

principles, presentation of the message, what every good letter should be, and the more common-kinds or types of business letters. The purpose of this handbook is to make more meaning­ ful and clear to the student what constitutes a good letter, what takes place in a written communication, how transac­ tions are handled, and practice in writing.

It is also the

purpose to give the student in condensed outline form some­ thing tangible on which to pattern his letters without reading the ramblings of some authorities such as Mr. Robert Ray Aurner. The handbook was prepared during the Spring Semester of 1950 at the University of Southern California.

Professors,

Instructors of business correspondence, business men, teachers in the secondary schools, fellow graduate students, and secondary pupils have helped in the formation of this guide. Not all of the hints or suggestions have been given in the directions section of this guide.

Much has been left to

^ the student and reader's imagination to formulate his own ideas and contents.

An individual's style cannot be copied

x ii

with any degree of success, but the tools are the same in all cases*

Sources where additional information may be

found, however, is given as further instructional material where the student may read more examples than the author could possibly devote to such a limited space such as this project. Acknowledgement for the format of the publication is given to Dr. C. C. Crawford and to the other staff-profes­ sors at the University of Southern California, Los Angeles, California, who have worked so diligently on the Functional Education Outlines, and the Guide for Curriculum Projects. Further acknowledgment is given to Miss Mary L. Lynott, instructor in Business and Technology Division of Long Beach City College; to Mrs. Eleanora Sehmickrath for proofreading the rough draft and for giving additional suggestions; to Mrs. Betty Rhone for her editing of the project in its final form; to Mrs. Louise Bergren-Carlson, instructor in English and Business Letter Writing; to Mrs. Margaret Neece an instructor in typing; and finally, to those unsung hero§s, the fellow graduate students, whose help has been most beneficial and encouraging in setting up this handbook.

1 CHAPTER 1.

THE "LOOK"

HOW TO GIVE YOUR LETTER AN ATTRACTIVE APPEARANCE A.

MOTIVATIONS

Rewards of wise decisions regarding the

form of your letters. 1.

ATTRACTIVE APPEARANCE!

You will be more satisfied

with your handiwork. ^ 2.

PROMPT ATTENTION!

Slovenly letters would probably

be thrown immediately in the waste basket. 3.

MORE BUSINESS!

More recipients would read and

perhaps respond with orders. 4.

FREEDOM FROM WORRY!

No wondering what kind of

impression is being made by letter. 5.

PROFESSIONALISM!

Amateurish appearance would lower

confidence of recipient. 6.

SINCERITY APPARENT!

Recipient would feel that letter

is worthwhile effort to sell. 7.

EASIER ACCEPTANCE!

Your letter would be more apt to

be read thoughtfully. B.

DIRECTIONS!

Some tips which may be applied to letter

writing in general. 1.

PARCHMENT! a.

How to select your paper.

Select a good quality, plain, white standard size bond paper (8£ x 11 preferred).

b.

Choose the size for ease in filing.

c.

Avoid cheap paper.

(Do not expect a high per­

centage of returns if you attempt to economize by using cheap brands of paper.) d.

Select plain envelopes in corresponding sizes to match your paper. 9x4,

or 6^- x 3i.)

YOUR ADVERTISEMENTS a.

(Envelopes may be either

How to choose a good letterhead.

Select a simple, yet attractive design suitable to your business.

b.

Choose from an assortment drawn up by a commer­ cial company, or firm specializing in this type of work.

e.

Add color to your letterhead for attraction.

d.

Do n o t .overcrowd your letterhead to take the reader's mind from your message.

e.

Include the name of your company, the address, the nature of the business, etc., which helps to identify your company from all others.

f.

Include a trade-mark or slogan of your firm.

g.

Choose letterheads to fit the context of your message.

h.

If typing a letterhead, center it on the seventh, ninth, and eleventh lines from the top of the sheet. three lines.)

(All letterheads should have

PLACEMENTS

How to put the various parts of the

letter in an attractive form. a.

(See Exhibit A.)

Center the page so that 40 or 43 is equivalent to the middle of the paper.

b.

Center the heading by back spacing one-half the number of spaces in the line.

c.

Leave four lines between the letterhead and the date line, or the 17th line.

d.

Review convenient letter placement plans in a secretarial handbook, manual, or typing text.

e.

Put the inside address of the firm or person to whom you are writing four spaces below the date line and against the left margin.

f.

Double space after the inside address for the salutation.

(This is placed even with the left

margin directly under the first line of the inside address*) g.

Double space to begin the main body of your letter.

(If indented style is to be used indent

required number of spaces to begin the paragraph.) h.

Double space between paragraphs.

i.

Choose suitable complimentary close which is double spaced after the last line of the para­ graph and a little to the right of the center of the page.

4

Heading Three lines Centered

Month, date, year Name Street address City, State Salutation: The contents of this letter is an example of block form. The lines of the inside address and paragraphs begin at the left margin even with the salutation. This is called the body of the letter and is in block form. The signature in block form also, is even with the left margin of the complimentary close. There are numerous styles and forms such as the in­ dented, block, combination and hanging indented forms. You should adopt one form for quick rapid typing. Short letters may be double spaced, but long letters are usually single spaced with a double space between paragraphs. Complimentary close, TYPEWRITTEN NAME OF COMPANY

•Title of dictator, or identifying signature Identification initials Enclosures cc

Sign your name in ink when your letters are typed• k.

Type your name four spaces below the complimen­ tary closing, even with its left margin.

1.

If your letters are dictated, have the secre. tary type the identification initials two spaces below the typed name and even with the left margin.

m.

If enclosures are included with the message, include the notation by noting the word MEnclosure:'1 followed by the number, such as (1).

PARAGRAPHSs

How to form the body of your letter.

a.

Write short paragraphs from one to six lines.

b.

Do not overwork paragraphs having a single sentence.

e.

Make them easy to read.

d.

Avoid verbosity.

e.

Consider the reader.

f.

Begin promptly.

g.

Center the opening sentences around Myou". (Avoid using MIM approach to the reader.)

h.

Never begin letters with a participle.

i.

Make your paragraphs well-rounded, clear and concise.

j.

Have a clear, cordial ending.

k.

Deal with a single topic in each paragraph.

1.

See the last sentence before you begin to write. (Make your paragraphs brief and to the point.)

m.

Get the right Mtake-off.M

(Take off quickly),

n.

Have a definite plan to work on.

o.

Visualize your reader.

p.

Avoid overcrowding your letter with unimportant matter.

q.

Stick to one point; use subtopics*

r.

Devote letter to one argument.

(Avoid repeti­

tion of words.) s.

Do not use stock phr%ses. (1)

Use basic English.

(2)

Avoid the unnatural, old formal style.

(3)

Avoid the use of large words.

t.

Strike up something in common with the reader,

u.

Back up statements with evidence,

v.

Use specifics instead of generalities,

w.

Conclude with a Mhookn or summation.

WORDS AND SENTENCES 5

How to select words for

constructing good sentences. a.

Never use words over your head.

b.

Choose the right word for the right place.

c.

Choose words which you think are familiar to your reader.

d.

Avoid connecting words, phrases, and sentences with only two connectives

e.

and or hut.

Place key words at the beginning of the para­ graph.

(Repeat key words near the end of the

paragraph.) f.

Always refer a pronoun to a noun.

g.

Use full-of-action verbs.

h.

Use picture-building nouns and adjectives.

i.

Think. to say.

j.

Don't write until you have something Then write.

Discard stock phrases which have outlived their usefulness.

k.

Such ass

(1)

Enclosed please find.

(2)

In reply to your letter of.

(3)

Thanking you in advance.

Write in simple English style.

(Avoid commer­

cial forms and phrases.) 1.

Communicate one thought in one sentence,

m.

Re-read what you have written.

(Does it make

sense to you?) n.

Be your severest critic.

PUNCTUATIONS a.

How to set off words and phrases.

Be consistent? use either open or closed punctuation throughout the entire letter.

b.

Use as little punctuation as possible.

8 c.

Befer to Effective English in Business by Robert Ray Aurner for punctuation diagram.

(Punctua­

tion is a subject in itself.) 7. TYPING POINTERSs

How to insure a

good, clean copy.

a.

Clean the type as often-as necessary.

b.

Install a fresh ribbon when needed.

e.

Make neat erasers.

(Avoid strikeovers.)

d.

Use an even touch.

(Practice accuracy.)

e.

Use tabulating key for uniform identations.

f.

Correctly divide words at the end of the line.

g.

Make the right hand margins as even as possible, yet avoid a hyphenated margin.

h.

Clean the page of carbon smudges, etc.

i.

Proof-read your letter before removing it from the machine.

j.

Adjust the paper guide so that the paper is centered.

k.

Keep high typing standards (Every letter that leaves your office reflects you.)

1. 8.

Follow one style of form (indented, block, etc.)

MAILINGS a.

How to get your letters

ready for posting.

Put a small pencil dot on the envelope before inserting it in the machine to indicate correct starting point.

b.

(Discard this practice in time.)

In addressing the envelope, do not use "city”

for local mail. c.

Give the complete postal address, using three or more lines.

d.

(See Exhibit B.)

Single or double space three-line addresses. (Single space more than three lines.)

e.

Type the address on the envelope in exact agreement with the inside address of your letter, just below the center of the envelope and a little to the left.

f.

Verify the address.

g.

Avoid abbreviations.

h.

Place the "Attention: ” line and other special information in lower left-hand corner.

(See

Exhibit C.) i.

Place stamp in upper right corner parallel to the top and side edges.

j.

Type the sender’s name, if necessary, in the upper left-hand corner.

(See Exhibit C.)

k.

Recheek the address before mailing.

1.

Fold the letter to fit the size and type of envelope.

FINAL INSPECTION:

How to recheck your letter.

a.

Reread the letter for typographical errors.

b.

Recheek the address of the envelope with the inside address of the letter.

10

Messrs. Black, Brown & White 456 Harris Building Omaha, Nebraska

Western Fruit Company Garden Grove California

The Johnston Motor Company 468 East Anaheim Street Long Beach 7? California

• Mr. Howard D. Smith, 25776 Pico Avenue, Santa Monica, California.

Mr. William A. Voorhees Director of Summer School Los. Angeles-Orange County College Long Beach, California

Mr. Charles 0. Moore, Manager The Pipe and Tool Company 1950 North Flower Street Little Rock, Arkansas

EXHIBIT C TYPED RETURN ADDRESS SPECIAL INFORMATION SECTION

:

c.

If no corrections or changes are to be made, withdraw the carbon copy for filing.

d.

Hook the envelope over the upper center of the letter and place on the dictator's desk for his (her) signature.

10.

SOURCES FOR THIS CHAPTER:

Where to get further

assistance. a.

Butterfield, William H.: in Modern Form.

The Business Letter

Prentice-Hall, Inc., New York,

1938. b.

c.

Hobson, W. Briant:

Stenographers' Transcrip­

tion Reference.

The Gregg Publishing Company,

New York, 1937.

Pages 3-15•

Larsen, Lenna A., Freitag, Lynda E., and Koebele, Appollonia M . :

Stenographer's Reference

Manual. The South-Western Publishing Company, Chicago, 1937. d.

Pages 6-14; 17-45; 58-63.

Smart, Walter K., and McKelvey, L. W . : Business Letters. Harper & Brothers Publishers, New York, 1941.

C.

Pages 41-61.

ACTIVITY ASSIGNMENTS:

Pro.iects to improve your tech­

nique in giving your letters an attractive appearance. 1.

LETTERHEADS: a.

The function is to attract attention to the name of the company, to indicate the nature of its

business, its address, and its telephone number. The information is best in small type and effec­ tive in a simple design.

Collect a series of

letterheads and give your reasons for your selection. b.

In order to learn how to go about dressing up a letter in a becoming manner, design a letter­ head using an illustration, an original trade­ mark, a picture, etc., to carry out your plan.

c.

Design a letterhead for your own personal stationery.

Consult art books on design.

Make

a linoleum block print of your monogram, or a silk screen design of your sketch. EXHIBITS

Arrange an exhibit of various letterheads

which you might be able to collect from various firms near your home or school. ADDRESSES*

Cut typing paper into rectangular shapes

representing envelopes.

Type the addresses on these

"envelopes” for letters to be sent tos

your doctor,

senator, minister, principal of your school, presi­ dent of the board of education, Dean or President of a college or university. WRITINGS

Write a business letter to a firm.

the form and appearance of your letter.

Watch

Finish the

letter by including the envelope and by folding the

14letter to go In the envelope, D.

EVALUATION;

Samples of some types of check-ups which

you may apply to the appearance of your letters. 1.

TRUE-FALSE*

Place an X in the correct space for

true or false. T a.

F

( )( ) You should have not fewer than four lines in the address.

b. C

( ) You should type the official title of the person on the second line.

c. (

(, ) You should never omit the salutation from your letters.

d. (

( ) In all letters, you should double space between paragraphs.

e. (

( )

You should have a pen-written signature to all letters.

f. (

( ) You should type at least one carbon copy of all correspondence for the office file.

g. (

(

) You

shoulduse short sentences.

h. (

(

) You

shouldnever ramble to fill up space,

but should 2.

BEST ANSWER:

get to the point immediately.

Place the number of the best answer in

the parentheses. a. ( ) Between paragraphs all letters must be (1) Single spaced.

(2)

Double spaced.

(3)

Triple spaced.

(4) No space at all.

b. C ) In block form the letter must be dented

(2) Non-indented.

c. ( ) Paragraphs should begin with (2)

"I” .

RATING SCALES

(1) In­

(3) "You” .

(1) 4 participle.

(4) General statement.

Place an X in the spaces for which

you qualify. a. ( ) Used good grade of Bond paper. b. ( ) Used corresponding sized envelopes. c. ( ) Selected good letterhead. d. ( ) Centered the letter on the page. e. ( ) Dealt with a single topic paragraph. f. ( ) Correctly divided words at the end of the line. g. ( ) Proof-read the letter before removing it from the machine. h. ( ) Verified addresses. i. ( ) Used basic English. j . ( ) Addressed envelope in agreement with the in­ side address of the letter. (

) Total.

16 CHAPTER 2.

ESSENTIAL PRINCIPLES

HOW TO PRESENT YOUR MESSAGE A.

MOTIVATION:

Advantages to be gained from a well-

presented message. 1*

MORE COHERENCES

If you organize what you are going

to say before you begin to write your letters will be read. 2.

EASIER COMPREHENSION:

Your reader will grasp the

message more clearly if it is well organized. 3.

QUICKER RESPONSE:

A dynamic form is inspiration to

action. 4.

INCREASED ORDERS:

Intelligent letters are more apt

to bring in orders. 5.

BETTER REPUTATION:

Your letters are a visible rep­

resentation of your company.

6 . FREE ADVERTISING:

A good letter is a good press

agent. 7.

GREATER SUCCESS:

More orders will solidify

com­

pany's position.

8 . MORE EFFECTIVENESS:

You cannot write business

letters without a knowledge of fundamental prin­ ciples. 9.

INCREASED ABILITY:

Giving thought to each letter

will make each letter easier than the previous one.

10.

BETTER MASTERY:

Yon will be able to make each

letter do the best job possible. 11.

BETTER PERSONAL RELATIONS:

Good, letters are like

good conversations. B.

DIRECTIONS:

Some pointers to help you in developing

good letter writing techniques. 1.

ORGANIZATION: a.

How to plan your message.

Have a clear purpose.

(Know what you want your

letter to do.) b.

Gather in coherent order all the facts you wish to present.

c.

Attempt to visualize your reader; a letter is like a conversation between the two of you.

d.

Select the best appeal; each person has a few dominant interests.

e.

Use a sequence of sentences that is logical and progressive.

f.

Use an organization that can be read quickly but without missing any of the important points.

2.

ATTENTION: a.

How to get the whole message read.

Begin letters with a question, statement, com­ mand, exclamation, current event, or anecdote.

b.

Choose forceful, inspiring expressions.

c.

Spell proper names with care and consideration.

d.

Watch your typewritten form.

(Be consistent in

style.) e.

Use a good grade of paper having an attractive letterhead.

INTEREST:

How to get thoughtful consideration for

your letter. a.

Create the desire to read your letter through a wise choice of vivid words and phrases.

b.

Create pleasing pictures in the mind of the reader.

c.

Be cordial, courteous, and personal.

d.

Be dignified, sincere and impressive.

e.

Place words, phrases, and clauses properly.

f.

Write on a common ground with the reader.

CLEARNESS:

How to take the reader's point of view.

a.

Put yourself in the other fellow's place.

b.

Plan your letters; follow a logical sequence for each type of letter you write.

c.

Avoid vagueness.

d.

Group ideas for easy reading.

e.

Avoid leaving too much for the reader's imagina tion.

f.

Read section on WORDS AND SENTENCES: j-

How to

choose words for constructing good sentences, Chapter 1. page 6 . CONCISENESS:

How to say all that is necessary.

a.

Deal with one topic in each letter.

b.

Reread the body of your letter.

(Have you

used the fewest possible words to say all that is necessary?) c.

Do not omit important information in being brief.

d.

Conserve the reader’s time.

e.

Leave the impression of being businesslike and courteous.

CONVICTION: a.

How to make your points emphatic.

Give definite, concrete evidence that your pro­ duct will stand the tests.

b.

Offer free trial so that the customer can test the product himself.

(Be sure to give all

necessary details for testing.) c.

State specific facts.

PERSUASION!

How to use effectively the ’’you”

approach. a.

Center the opening sentence around ’’you” .

b.

Fill your letter with ’’you this” and ’’you that”

c.

Subordinate the ”1” throughout the letter.

d.

Keep the reader in mind.

e.

Use curiosity as a motive.

VARIETY! a.

How to avoid monotony.

Use two sentences instead of one compound sen-

20 tence connected by and, but, etc. b.

Vary each sentence so that every word will be read.

c.

Use short sentences having one thought.

d.

Avoid such beginnings ass

often, now, then,

there is, etc. e.

Avoid using ,,soM as a

connective.

f.

Do not let the reader get lost in meaningless words.

9.

STYLE: a.

How to arrange the material attractively.

Follow one style of paragraphing.

(Use either

block, indented, extended, etc., style.) b.

Balance the contents on the page.

c.

Be consistent in punctuation.

(Use either open

or closed, but do not mix them.) d.

Keep punctuation at a minimum.

e.

Arrange contents so that the body

of the letter

is centered attractively on the page. f.

Follow the examples of good letters which you have received.

g.

Stick to the style that pleases you most.

h.

Refer to a good text on letterwriting, or a typing manual.

10.

SOURCES FOR THIS CHAPTER: assistance.

Where to get further

a.

Graebner, Annette:

”How to write a good letter.”

The Coronet Magazine. Chicago, April, 194-9. pages 70-73. b.

Beigner, Charles G.:

English for Business Use.

, The H. M. Rowe Company, Baltimore, 1937-

Pages

209-235. c.

Smart, Walter K., and McKelvey, L. W . : Letters. 1941.

C.

Business

Harper & Brothers Publishers, New York,

Pages 1-40.

ACTIVITY ASSIGNMENTS:

Projects to aid you in presenting

your message. 1.

REWRITING:

Read this bad letter.

Study each part.

Then, rewrite the letter as you think it should be. May 3d, 1950.

Madam;

In reply to your letter of

recent date we beg to advise that we are forwarding under separate cover the article requested in above mentioned communication.

We appreciate your past

business that you have given us and hope that we can again fill an order for you and yours.

Hopefully

awaiting your next purchase, we remain, respectfully yours, (sign your name.) 2.

CRITIQUE:

Write a criticism of the following letter.

Rewrite the letter according to better standards. May 4th, 1950.

22 The Rental Costume Co., 48 Beech S t . , Kansas City, Kans. Gentlemens I am sorry you were compelled to write about the costumes which the dramatic club rented from you. When your letter came, we knew that there must be some misunderstanding. We discovered that the janitor of the school had neglected to mail the package. I immediately sent it by insured parcel post. I shall see to it personally that in the future the props are returned without delay. The costumes should arrive by the time you receive my letter. Please write me again if the costumes do not arrive in time for the other call and some adjustment will be made. Very truly yours,

JOHN C. BROWN JCB/abc (The writer is letting himself in for something in that last paragraph. Think of another way to convey the message.) 3.

CHECKING:

Correct a letter using a colored pencil.

Total the number of errors which you found, D.

EVALUATION:

Samples of wavs in which your mastery of

presentation mav be checked. 1.

RATING SCALE:

Place an X in each space for which

you qualify. a. ( ) Began in the first paragraph. b. ( ) Concluded with a hook.

c. ( ) Used grammatically correct sentences. d.

() Spelled

proper names with care.

e.

( ) Kept punctuation at a minimum.

f. ( ) Visualized the reader. g. ( ) Created desire to read entire letter. h. ( ) Wrote on- a common ground with reader. i. < ) Avoided stock phrases such as "according to our records," and "by return mail." j.

( ) Grotiped

(

) Total.

TRUE-FALSE:

ideas for easy reading.

Place an X in the correct space for

true or false. T F a. ( )( ) You should put your self in the other t

fellow's place. b. ( )( ) You should write your letters using the most words to say all that you can about your product or .services. c. ( )( ) You should be consistent in your type­ written form. d. ( )( ) You should know what you want your letter to do for you. e. ( )( ) You should gather all the facts which you wish to present and present them in a logical progression.

24

f. ( )( ) You should leave the details for testing your product until the reader asks for such information. g. ( )( ) You should stick to one style of letter writing. h. ( )( ) You should make note of blundering errors in business letters as a check list to evaluate your own letters in light of others. 1. ( )( ) When in doubt as to form, style,etc., you should refer to a good text or manual. j. ( )( ) You should gain a background of knowledge in order to write good letters.

25

CHAPTER 3.

INFORMATION, PLEASE

HOW TO ASK FOR AND GIVE INFORMATION A.

MOTIVATION;

Values that may result from a thorough

knowledge of the proper techniques of inquiry and reply. 1.

READILY AVAILABLE DATA:

Requests for specific data

will usually receive prompt attention. 2.

MORE SPECIFIC INFORMATION:

Letters are easier to

use as reference than are pamphlets or mimeographed material. 3.

GREATER RANGE OF SOURCES:

Letters travel where and

when people are not able. 4.

CLOSER COOPERATION:

The exchange of personal

letters establishes closer bond than use of printed materials. 5.

LESS RESEARCH NEEDED:

A knowledge of how to frame

inquiries precisely will obviate necessity for rep­ etition of inquiries or requests.

6.

TIME SAVED:

Letters are often more efficient than

telegrams or telephone calls. 7.

GREATER EFFICIENCY:

A satisfactory letter of reply

will often eliminate the need of further communi­ cation.

8.

INCREASED SALES:

Good letters of reply will contain

the elements of a successful sales presentation.

26 9,

EXPANDED PROFITS:

Letters of inquiry will often

lead to realization of possibilities for commercial exchange. B.

DIRECTIONS:

Some suggestions to help you in obtaining

and giving out information. (See Exhibit D.) 1.

ROUTINE INQUIRIES: How to request goods orservices already prepared by the reader. a.

Clip to your letter the coupon or advertisement which gives all necessary detailed information.

b.

Mention the publication in which you saw the advertisement•

c.

If literature or information is free or for a few cents, write a line or so of appreciation for the service and to let. the firm know that you got the information requested.

2.

NON-ROUTINE INQUIRIES: How to ask for special in­ formation about goods or services. a.

Write specific inquiries so that no long ex­ change of clarifying correspondence is nec­ essary.

b.

Put your complete address in your letter as well as on the envelope.

c.

State clearly and concisely the nature of the information requested. (1)

Give reason for inquiry.

27

1511 High Street Des Moines, Iowa May 2, 1950

Mr. Howard W. Fleming Bankers Trust Building Des Moines, Iowa Dear Mr. Flemings You are my choice for an interview of all the business men belonging to the Rotary Club. As you have already made the one important decision that confronts everyone on the threshold of a career, perhaps, Mr. Fleming, you can give me some pointers on how to become a successful business man. Why did you choose banking as your vocation instead of an­ other business profession? What preparation did you secure in your, formative years to fit you to be a banker? These are the questions that I should like for you to answer in my interview with you on May 4 at 4s 00 o'clock. If you are able to spare me a few minutes of your time, will you have your secretary phone 1-4096? Sincerely yours,

Marvin C . Burns

28 (2)

Indicate the advantages of complying with request.

(3) d.

Express appreciation-in closing.

Write a thank you note when the information . has been received.

3.

STRICTLY CONFIDENTIAL*

How to request restricted

information. a.

Make clear the purpose of such information.

b.

Do not put an unreasonable burden on the reader.

c.

Make the nature of the Information easy to comply with.

d.

Assure the informer that the information will be treated as confidential and restricted alone to those who should have access to such information.

4.

GOOD INSURANCE FOR ANSWER*

How to make it easier to

reply. a.

Enclose a stamped self-addressed envelope.

b.

Come quickly to the point.

c.

Be brief.

(Do not take up too much of the

reader1s time.) d.

Make the inquiry specific.

e.

Ask definite questions.

f.

State your reasons why this information is necessary.

g.

Offer to return the favor.

29 5.

REFUSAL OF INQUIRY:

How to write tactful letters

refusing to give information. a.

Give good reasons for refusal. (1)

It may be against the company’s policy.

(2)

You may not have access to the information requested.

(3)

The request may be an invalid or assump­ tive device.

b.

If possible, refer inquirer to other sources which might be able and willing to give de­ sired information.

c.

Refuse requests by a polite a tactful reply, even if the request was unjustified.

. d.

Reply to all requests with a prompt answer, whether negative or affirmative.

6.

REQUESTS GRANTED:

How to comply with requests for

information. a.

Acknowledge requests promptly.

b.

Include only Information requested,

e.

Avoid mere opinion when possible.

d.

Include any statistics bearing on information requested.

e.

Express hope for success of project in which particular information is to be used.

f.

Offer any further services you believe appli-

cable that are available. 7.

SOURCES FOR THIS CHAPTER;

Where you may find

additional information on this subject; a.

Reigner, Charles G.:

English for Business U s e .

The H. M. Rowe Company, Baltimore, 1937.

Pages

276-299. b.

Smart, Walter K . , and McKelvey, L.W.s Letters.

Harper & Brothers Publishers, New

York, 194-1. C.

Business

ACTIVITY ASSIGNMENTS;

Pages 62- 82 . Suggested projects to help vou

in the construction of letters of information. 1.

Write a letter requesting information on renting a costume for a period play.

2. ,Write a letter to a business school requesting a catalog and other pertinent information such as room and board, or a part-time job while attending school. 3.

You have noticed the new Junior Model No. 65 Atkins Saw in the Industrial Arts and Vocational Education Magazine.

The advertisement appears on page 16A of

the May 1950 volume.

The home office of the E. C.

Atkins and Company is located at 402 S. Illinois Street, Indianapolis 9> Indiana.

Inquire from the

main office and factory the location of their nearest jobber or dealer so that you may see the new, smaller

light weight saw.

Mention your affiliation with

the school that is interested in selecting equip- ment for the new elementary shop usage in keeping with supplying tools suitable for the child. D.

EVALUATION;

Samples of check ups which may be applied

to vour informational letters. 1.

TRUE-FALSE:

Place an X in the correct space for

true or false. T

F

a. ( )( ) You should answer all requests promptly even though the request may not be granted. b.

( )( ) The

reply should be cordial.

c.

C )( ) You should write the proper kind

of in­

quiry if you want a satisfactory answer. d. ( )( ) You should not abuse the courtesy of the reader. e. ( )( ) You should ask for confidential informa­ tion even though you are going to make competitive use of it. f. ( )( ) You should never irritate a busy man with petty beginnings, but should get quickly to the point. g.

( )( ) You should Mthank the reader in advance*1 for the information he will give

to you.

h. ( )( ) You should ask for all the information available whether you need it or not. RATING SCALE:

Place an X in the spaces for which

you qualify. a. ( ) Made reasonable requests. b. ( ) Listed specific questions. c. ( ) Used courteous approach. d. ( ) Won reader’s confidence. e. ( ) Stated the use that would be made from such information. f. ( ) Indicated reason for request. g. ( ) Offered to keep information confidential, if indicated by nature of data. (

) Total.

33 CHAPTER 4.

BUYING

HOW TO APPLY YOUR KNOWLEDGE TO THE WRITING OF LETTERS THAT DEAL WITH BUYING GOODS OR SERVICES A*

MOTIVATION;

Returns that may be expected through the

intelligent use of letters of purchase. 1.

RECORD OF TRANSACTIONS

Your carbon copy of the

letter should contain all the necessary data. 2.

EASE IN SHOPPINGS

Purchases by mail do not involve

difficult trips to business district. 3.

LESS DISSATISFACTIONS

In shopping by mail you will

get more personal attention than you would receive as an anonymous counter shopper. 4.

LESS WORRYs

A quick letter will save you the worry

of forgetting to make the purchase later. 5.

GREATER ECONOMYs

It is far less expensive to

write a letter than to make a trip. 6.

TIME SAVERs

A purchase made by mail leaves extra

time for other activities. 7.

HOME OR OFFICE SHOPPINGS

Many items are available

only in distant cities, yet can be purchased by mail. 8.

QUICKER SERVICES

Orders received by mail are often

given precedence over all others. B.

DIRECTIONSs

Specific items to be included when order­

ing goods bv mail

ORDERS:

How to give complete and exact informa­

tion when ordering goods. a.

Enumerate the exact articles you want.

(Name,

catalog number, color, style, price, etc., should be included.) b.

Stress the quantity of each article.

c.

State how you want the shipment to be made. (By water-taxi, parcel post, express, truck, freight, etc.)

d.

Give the complete address to which the order is to be sent.

e.

Include the date that you want the shipment to be made.

f.

Propose how you intend to pay for the goods.

g.

If you do not have an order blank, tabulate the items on your order.

h.

Close the letter with goodwill.

REMITTANCES:

How to send money through the mail.

a.

Send a certified personal check.

b.

Enclose stamps for remittances under one dollar.

c.

Purchase an Express Money Order.

d.

Present letter to be registered at post office for currency up to a hundred dollar.

e.

Get a cashier's cheek from the bank.

f.

Include small coins on a coin card.

g.

Apply for a money order at the post office.

h.

Telegraph money for quicker transmittal.

(Make

notation in your letter.) i.

Send a bank draft.

ORDER BLANKS: a.

How to fill out a purchasing form.

Fill in spaces with care giving proper descrip­ tion, shipping instructions, terms and condi­ tions, etc.

b.

Send cover letter when special instructions are necessary.

c.

Write follow-up letters when necessary.

(Make

reference to original order by number and date.) d.

Be explicit.

LETTERS OF PURCHASE:

How to write effective letters

for buying. a.

Tabulate items in the body of the letter.

(See

Exhibit E.) b.

Give all necessary information needed for complete description of the goods, shipping instructions, and billing instructions.

(See

Exhibit F.) ACKNOWLEDGMENT: a.

Write a simple and courteous note to acknow­ ledge order.

b.

How to confirm the orders.

(See Exhibit G.)

Use printed forms properly filled in.

(Many

April 25, 1950

The Pacific Supply Company 640 Lincoln Street Los Angeles 6, California Gentlemen: Please send at once by parcel post the three cuts numbering: D-1186 D-1197

D-1202

■@ ■@

$1.25 1.25 1.25

You advertised these cuts in your recent cat­ alog. The price is $1.25 each post paid. En­ closed is a money order for $3*75— the price of the cuts. Yours very truly THE MORNING NEWS

James T. Wilson Business Manager JTWsAMS Enclosure

NOTE:

Letterheads have been omitted on all Exhibits following due to limited top margin.

37

Mansfield, Ohio May 25, 1950

The Brandon Tool Company Fourth and Front Streets Toledo, Ohio Gentlemen: Please send at once by c.o.d. express the chest of tools which I described in my letter of May 4. The tools are listed as No. 421 on page 77 in the new catalog. The price of the tools is listed at $ 7 -50 . I appreciate your sending me your new catalog. When I take the time for further inspection, I may be interested in more equipment of this kind. Yours very truly,

Ralph W. Warner RWWsabc

33

Gi

May 8, 1950

Mrs. Helen Williams 118 North Main Bangor, Maine Dear Madams Your order for a pair of shoes was received in this mornings mail. However, your letter did not give all the necessary information in order that we may send your shipment promptly. The company has learned that it is not wise to fill orders which do not contain complete information. To be sure that we get all the necessary details, we are enclosing a con­ venient order blank which provides a space for the cost price, size, width, color, etc. As our desire is to give good service and to prevent disappointments in orders, use the enclosed stamped envelope for your prompt reply. Cordially yours, PAUL PERRY SHOE COMPANY

Paul Perry, Manager PPsBR

firms consider their bills as acknowledgment.) c.

"Resell” the customer when he is a new purchaser or when an old customer has sent a large order,

d.

Communicate through writing to get more infor­ mation.

e.

(See preceding page for Exhibit G.)

Follow-up acknowledgment to persuade the buyer to substitute articles when the one requested is no longer manufactured.

f.

When it is the policy of the firm to sell through local dealers, return the order.

(See

Exhibit H.) (1)

Furnish the name and address of the near­ est dealer.

(2)

Write a letter to the local dealer giving information.

g.

(See Exhibit I.)

When order is to be refused because of unsatis­ factory report of customer's account, suggest that the order be sent c.o.d.

h.

Enclose a copy (usually a carbon) of the cus­ tomer's original order.

i.

Assure the buyer that you desire to fill the order exactly as he intends it with least possible delay.

3.

Write a statement' of the usual terms of payment.

FOLLOW-UP:

How to write a supplement to the origi-

40

April 25, 1950

Mr. Charles Wiley 785 Washington Avenue Bellevue, Ohio Dear Mr. Wiley: Thank you for your order for two tubes No. UY224-A. While we manufacture these tubes, it is our policy to sell only through local deal­ ers. The tubes are sold for $2.00 in Bellevue by Brown & Company, Clinton and Sixth Streets. * Please call at the Brown store and get your tubes as soon as possible. The store has a fine reputation and gives de­ pendable service to its customers. Yours very truly, J. J. MOORE & COMPANY

Eldon A. Smith Business Manager Eldon A. Smith abc

41

April 25, 1950

Brown & Company Clinton and Sixth Streets Bellevue, Ohio Gentlemen: Mr. Charles Wiley, who resides at 785 Washington Avenue, Bellevue, Ohio, wrote us for an order of our tubes No. UY-224-A. It is our policy to sell our manufactured products through local dealers. You happen to be our dealer in Bellevue who can give this service to him. If you do not have these tubes on hand, we shall be glad to fill a large order for tubes at this time. We have sent your complete address to Mr. Wiley. We are happy indeed to recommend your store to him as a firm of fine reputation for giving good service to its customers. Yours very truly, J. J. MOORE & COMPANY

Eldon A. Smith Business Manager Eldon A. Smith abc

4-2 nal order letter. a.

Request additional information when the origi­ nal order is not clear.

b.

Give the idea to the reader thatyou serve him individually.

c.

Refer to the purchaser's original order in all subsequent correspondence.

d.

A succeeding letter of purchase should itemize any requests left vague by a printed order form.

e.

If necessary stipulate second or third choices of color, variety, size, etc.

7.

SHIPMENTS*

How to write letters about the delivery

of goods. a.

Request orders to be sent c.o.d.

b.

Request large orders be sent by rail,

boat,

van, etc. c.

Send very small, expensive articles by air.

d.

Always notify the buyer when shipment left your plant and by what method of shipment.

8.

SOURCES FOR THIS CHAPTERS

Where to get further

assistance. a.

Reigner, Charles G.s

English for Business U s e .

The H. M. Rowe Company, Baltimore, 1937*

Pages

255-275. b.

Smart, Walter K., and McKelvey, L. W.s

Business

Letters.

Harper & Brothers Publishers, New

York, 1937. C.

ACTIVITY ASSIGNMENTS.

Pages 83-99. Pro.iects to help you in writing

clear, complete, and exact orders. 1.

Write a letter ordering several articles of clothing as advertised in a local paper by a department store.

Give all information which you deem neces­

sary to have the order filled promptly and without delay.

State how the order is to be shipped and

how the payment is to be made.

Prepare an envelope

and fold your letter to desired size. 2.

Properly fill out an order blank which.’ .may be fur­ nished you by your instructor.

3.

You are the secretary of your class.

Order the

class rings from the Burr, Patterson and Auld Company, Roosevelt Park, Detroit, Michigan.

If

you do not have their .catalog, request a copy of the latest edition so that selection can be made and an order placed with the company. 4.

Your class is giving its class play within a month. You are to order the play booklets from the Ivan Bloom-Hardin Co., Des Moines, Iowa.

D.

EVALUATION:

Samples of check ups which may be applied

to your letters that deal with buying goods or services. 1.

RATING SCALE:

Place an X in each space for which

your letters are completely correct according to the directions given. a.

( ) Struck a human note.

b.

( ) Closed letter with goodwill.

c.

( ) Copied the language style of

d.

( ) Painted specific pictures.

e.

( ) Tabulated items in your order.

the reader.

f. ( ) Gave complete address for shipping. (

) Total.

TRUE-FALSE:

Place an X in the correct space for

true or false. T

F

a. ( )( ) You should "resell” the old as well as the new customer. b. ( )( ) You should write a simple and courteous note to acknowledge orders. c. ( )( ) You should not persuade a customer to buy a substitute article for one no longer manufactured. d. ( )( ) You should state how you intend to pay for the goods. e. ( )( ) You should not refuse a customer because of his unsatisfactory credit rating, but should suggest other methods by which payment could be made.

45 CHAPTER 5.

SALES LETTERS

HOW TO IMPROVE SALES THROUGH WRITTEN COMMUNICATION A. * MOTIVATION:

Rewards that may come through improvement

in sales letters. 1.

NEW MARKETS:

Letters offering goods can reach

people out of physical reach of your firm’s offices. 2.

EXPANDED BRANCHES:

Circulars often create a de­

mand sufficient to justify installation of new branches. 3.

MORE SALES:

Transactions are often made by mail

that would never otherwise be consummated. 4.

LARGER ORDERS:

Purchases sent by mail are often too

bulky or heavy to be carried by a shopper. 5.

MORE SATISFIED CUSTOMERS:

Mail order goods are

returnable if unsatisfactory. 6.

LARGER CLIENTELE:

More people can reach a post

office than a particular place of business. 7.

LESS COMPETITION:

Your firm will go over the top

in sales and will be less competitive with properly written letters that sell. 8.

FATTENED NEST EGG:

Sales letters that click will

boost your own salary. 9.

MORE LEISURELY SELECTION:

Ordering by mail may be

done after thoughtful consideration.

46 10.

LESS CONFUSION:

A few selected items will be

easier to select from than a welter of goods .ona counter. B.

DIRECTIONS:

Suggestions for the development of an

effective sales letter. 1.

CREATING DESIRE:

How to arouse interest for the

product in the mind of the reader. a.

Use familiar words.

b.

Use psychology. (1)

Find motives.

(2)

Adapt the selling points to fit the indi­ vidual.

c.

Challenge the reader.

d.

Repeat the name of the person addressed in' the first sentence.

e.

Stress quality, durability, ease of operation, safety, low upkeep, small purchase price, testimonials of others in building up interest for the product.

2.

PERSUASION: a.

How to clinch a sale.

Y/rite what the product, or service, will do for the reader rather than what the product is.

b.

Suggest the pleasurable consequences of owner­ ship and use of the product. better with a pipe.)

(Every man looks

c.

Enclose a card, coupon, or form for the reader to sign and return.

d.

Urge purchase of product by giving a bonus.

e.

Make a trial offer, special discount for a limited time, etc.

f.

Give away some premium.

g.

appeal to emotions rather than to reason.

h.

Give the last few lines special treatment— the punch— to include your best effort.

i.

Summarize central selling points— the big idea.

ACTIONS

How to make it easy- for

the reader to

reply. a.

Make compliance easy by enclosing a card, stamped envelope, coupon, form, etc, for the prospective buyer to sign and return.

b.

Urge immediate action.

c.

Be human in dealing with individuals.

PROMOTION: a.

How to make your sales show a profit.

Help make the right contacts to the sale by having a good appearance of your letter.

b.

Present what you have for sale in the most effective way. (1)

Give all

details

(2)

Give the

good points.

(3)

Give the

weaknesses, if any.

c.

Take a friendly interest in the prospective buyer.

d.

Promote sales by writing pep talks to the branch stores.

INTEREST:

(See Exhibit J.)

How to capture and retain attention.

(See Exhibit K.) a.

Hold the reader's interest by skillful timing.

b.

Use few, but familiar words.

Choose words

wisely. c.

Attract the reader's attention long enough to get the message read. (1)

For special letters, use attractive letter­ head that is different from all others.

(2)

Use a novelty arrangement of type on the page.

(3)

Design clever return card which is attached to letter.

(4)

Send the letter first class.

(5)

Use various colors of ink for heading and beginning of paragraphs.

d.

Use material which has human interest value.

e.

Use short sentences.

(Vary the form and length

of the sentence.) f.

Challenge the reader by the use of a rhetorical question.

49

May 13, 1950

Attention of Sales Manager Dear Sirs Reports show that the Milton Mills stores are not selling as much as they are expected to. If the sales do not increase this month many of these stores will be closed. With your cooperation with us the store in your locality will exist. There,are two main points to consider in increasing your sales at this time: (1) to ad­ vertise; and (2) the way you approach your cus­ tomers. The enclosed ad will help you in advertis­ ing our commodity at the lowest price possible to insure a small gain. If you see that it is put in tonights issue of the local paper for a Friday and Saturdays sale the amount of sales will increase immensely. Our clerks have already studied the vari­ ous methods of making sales thru our store school classes but possibly they need a brush­ ing up on these points. If you find it nec­ essary have a class once each month and see if this doesn’t help the situation. Sincerely yours

HHH:EB Enc.

H. H. Hendricks Pres, of Milton Mills & Co

Iowa City,' Iowa May 10, 1950

Mr. Thomas L. Brown P. 0. Box #10 Greene, Iowa Dear Sirs Welcome to the “kick off“ of the Minne­ sota— Iowa football game to be held at Iowa City on Homecoming, November 11. The advance sale of tickets has already begun. The reserve seats are being sold rapidly; hence, I suggest that a check for $5.00 be sent promptly as the asso­ ciation has no facilities for sending bills. If you will send me your check for $5*00 made out to the Iowa— Minnesota Game, Iowa University Athletic Association, Iowa City, Iowa, I shall mail the five tickets to you immediately. Very truly yours,

Harry C. Jones Athletic Association HCJ/HW

51 6.

FOLLOW-UPS

How to write letters to supplement the

efforts of the sales force. a.

If first appeal is not successful, follow-up, with a new educational series of letters.

b.

Refer to advertisements in publications and displays in local stores.

c.

Play up central selling points from different angles.

d.

Ask yourself, what makes it good?

Get a new

angle to your attack. 7.

SOURCES FOR THIS CHAPTERS

Where to get further

assistance. a.

Opdycke, John B .s

Business Letter Practice.

Isaac Pitman and Sons, New York, 1930.

Pages

197-2365 and 273-374. b.

Reigner, Charles G.s

English for Business Use.

The H. M. Rowe Company, Baltimore, 1937.

Pages

328-361. c.

Smart, Walter K., and McKelvey, L.W.s Letters.

Harper & Brothers Publishers, New

York, 1941. C.

Business

ACTIVITY ASSIGNMENTSs

Pages 252-384. Experiences that will aid in

learning to write dynamic sales letters. 1.

Write letters to send to your parents announcing the new school bond issue.

2.

Gather a number of sales letters from different organizations and decide which are the good selling points in each to imitate.

3.

k manufacturer has recently put on the market a new ‘•prep" razor for pre-operative shaving and for • institutional mental cases. razor.

It is a locking safety

Write a sales letter to a private institu­

tion offering to send a few samples for them to try. D.

EVALUATIONs

Points with which you may compare your

sales letters. 1.

TRUE-FALSE:

Place an X in the correct space for

true or false. T a.

F

( )( ) You should word your letter

so that

the

reader will find it easy to do what you want him to do. b. ( )( ) You should urge delayed action whenever possible. c. ( )( ) You should first ask yourself what makes your product good. d. ( )( ) You should attempt to find a new angle of approach. e.

C )( ) You should suggest pleasure

f.

C )( ) You should run down the competitors product.

of ownership.

g. ( )( ) You should make careful and prompt re­ plies to questions about your product. h. ( )( ) You should never announce a salesman's call to prospective buyers. i. ( )( ) You should sell service as well as the product. RATING SCALE:

Place an X in each space for which

you qualify. a. ( ) Used familiar words b. C ) Challenged the reader to act promptly. c. ( ) Left opening for follow-up letter. d. ( ) Made compliance easy for reader. e. ( ) Made trial offer. f. ( ) Summarized central selling points. g. ( ) Urged immediate action. h. ( ) Gave best effort in thought to clinch the sale. i. ( ) Kept the reader in mind. j. ( ) Practiced good salesmanship. (

) Total.

54 CHAPTER 6.

CUSTOMER DISSATISFACTION

HOW TO WRITE LETTERS ARISING FROM CLAIMS AND ADJUSTMENTS A.

MOTIVATION:

Benefits accruing from the use of appropri­

ate letters dealing with customer dissatisfaction. 1.

FEWER COBIPLAINTS:

Reasonable, fair letters will not

arouse antagonism. 2.

QUICKER REMEDY:

A temperate letter of complaint

will receive more favorable handling than an irate one. 3.

FASTER ADJUSTMENT:

Clear-cut letters make quick,

handling possible. 4.

HAPPIER CUSTOMERS:

Satisfactory letters make satis­

fied customers. 5.

LESS BOOKKEEPING:

Long drawn out exchanges result­

ing from poorly constructed letters make the files bulge. 6.

MINIMUM HANDLING OF GOODS:

Adjustments that at

first appear to involve repair or return might not be necessary. B.

DIRECTIONS:

Suggestions on the development of practical

letters dealing with customer dissatisfaction. 1.

ERRORS:

How to write a claim letter to a company.

a.

Tell exactly where you feel the error lies.

b.

Write precisely where and how it occurred.

c.

State when and where the purchase was made.

d.

Tell exactly what you would like done.

e.

Include accurate numbers in letters or other reference data.

f.

Use such words as "kindly" and "please'*.

g.

Modify statements with phrases such as "it seems*’, or "perhaps**.

h.

Carefully describe the amount and type of breakage or spoilage.

i.

(See Exhibit L . )

Tell of any improper functioning of goods in question.

j.

Keep in mind that you are making a claim, not a complaint.

TO ERR IS HUMANJ

How to write letters stating where

the seller believes the error lies. a.

State clearly what your records and your inves­ tigation reveal.

b.

Indicate on whose part the error was made.

e.

Win the confidence of the buyer with straight­ forward statements.

d.

Affirm the company’s desire to give complete satisfaction.

e.

If you are at fault, grant buyer's claim in opening statement or first paragraph.

LET THE BUYER BE SATISFIED:

How to write letters of

The General Radio Corporation 410 Lakeview Drive Chicago, Illinois Gentlemen: One of the instruments of our last order from you came in a damaged condition. The cabinet has been badly marred by rubbing against the wooden box in which it was shipped. This is the first time anything of this kind has oc­ curred in shipments from your company. Our service department could refinish the cab­ inet at an estimated cost of $12.00, but it could not be put on the floor as a perfect one. Should we return the cabinet or refinish it? If we refinished the cabinet, what adjustment would you make? If you replaced the cabinet, it would necessi­ tate a delay of several days. We need the cab­ inet now to show on our floor. Kindly give this matter your earliest attention. Very truly yours, THE A. A. ANDERSON CO.

By: ONN/abn

Orville N. Nelson

57 adjustment. a.

Answer claim and complaint letters promptly.

b.

Be firm and tactful in saying no; friendly in saying yes.

c.

Sell service and satisfaction in your adjust­ ment letter.

d.

Write in a spirit of fair treatment.

e.

Write with emphasis the positive side of the whole picture.

f.

Never^show irritation, even though error was on buyer’s part.

g.

If the customer is right, explain the cause of error or other dissatisfaction.

h.

Do not make statements which question the in­ telligence of the customer.

i.

Convince the customer of the justice of your decision.

j.

Get on cordial terms with the claimant. (1)

Thank him for his letter.

(2)

Express regret for his inconveniencing.

(3)

Search for a point on which you both can agree.

(4)

Put the claimant in a receptive mood.

k.

Give all the facts in connection with the claim.

1.

State exactly what adjustment you propose to

make. m.

Close by expressing appreciation and a desire to cooperate.

BUYER AT FAULT:

(See Exhibit M.) How to make a tactful explanation

of error. a.

Satisfy yourself that an error was actually made by the buyer.

b.

Return to buyer an accurate copy of the order.

c.

Instruct the buyer in the proper use or main­ tenance of the article purchased.

d.

Refer the buyer to specific instructions that you feel were ignored or misinterpreted.

e.

Supply all buyers in advance with complete manual of instructions for articles purchased.

f.

Refer buyer to specific claims advertised for article and show that none of these failed to be true.

g.

Be ready and willing to allow'buyer to expand his interpretation of the case.

h.

If it is possible

to do so,

even though buyer is in the i.

Make your letters

take back the article wrong.

as conversational as possible.

j . Do not let a dictatorial or

disgruntled tone

to creep into your letters. k.

Avoid any implications that the error is due to

59

May 3, 1938

Mr. T. W. Cameron Radio Center New York, New York Dear Sir; Thank you for the new order for 10 more UY335 Super-Control Screen Grid Tubes. The Order Department will send you 11 tubes, but the department will bill you for only 10. We cannot understand why one tube was broken. Can you give any reason? Was the carton torn? Were the tubes securely packed? This informa­ tion may help us in avoiding breakage in the future. Feel free to write us again if the goods or­ dered does not conform to your expectations. We can better serve the public through their criticisms. Very truly yours, THE RADIO MANUFACTURES By; Thomas A. Brown TAB:abn

60

the buyer's stupidity (even though it really is.) 1. 5.

State kindly the stand that the seller must take.

SOURCES FOR THIS CHAPTER:

Where to look for addi­

tional reference material. a.

Reigner, Charles G.:

English for Business Us e .

The H. M. Rowe Company, Baltimore, 1937.

Pages

281-299. b.

Smart, Walter K . , and McKelvey, L. W.: Letters.

Harper & Brothers Publishers, New

York, 1941. C.

Business

ACTIVITY ASSIGNMENTS:

Pages 100-162. Pro.iects in writing to help you

perfect vour ability to write letters of claim and ad­ justment. 1.

Write a letter of claim to the Easy Shoe Company. The shoes which you received were not of the same last as those you purchased on a previous order although the order numbers were unchanged.

Ask the

company for a correction. 2.

Write an adjustment letter in answer to project in above exercise.

State that the order was from an

old catalog with an old number and that you are sending the customer a new catalog.

It is the

policy of the company to send the catalog to cus­ tomers of the previous year. since you last ordered.

It has been two years

Request the return of the

61

merchandise and proper adjustment will be made by the company. D.

EVALUATION:

Samples of ways in which you may check your

claim and adjustment letters.

1.

TRUE-FALSE:

Put an X in the correct space for true

or false. T

F

a. ( )( ) You should explain proper use of the article in case the customer is not clear on the instructions. b. ( )( ) You should not recall unpleasant exper­ iences of the buyer. c. ( )( ) You should open with "We are surprised to hear t h a t

Jlf

d. ( )( ) You should grant the claim in the last statement. e. ( )( ) You should sidetrack the issue by ex­ plaining in great detail. f. ( )( ) You should not correct the complaint if you lose the customer by granting the claim. g. ( )( ) You should not treat the adjustment letter as an opportunity for making apologies. h. ( )( ) You should shift the blame by suggesting

the error was made by a new clerk. 1. ( )( ) You should state clearly what you have done, propose to do or will do. j . ( )( ) You should make promises even though you do not expect to keep them, k. ( )( ) You should never use abusive language. RATING SCALE:

Put an X in the spaces for which you

qualify. a. ( ) Closed the gap; kept the customer. b. ( ) Established reassurance of satisfaction. c. ( ) Avoided promises that the error would never happen again. d. ( ) Avoided negative suggestions. e. ( ) Stated what you would do to remedy the sit­ uation. f. ( ) Included booklet of instructions if such was not clear. g. ( ) Took a sympathetic attitude. h. ( ) Referred customer to specific instructions. i. ( ) Thanked the writer for his letter, j. ( ) Gave all of the facts. (

) Total.

63 CHAPTER 7.

I PROMISE TO PAY

HOW TO WRITE EFFECTIVE CREDIT LETTERS A.

MOTIVATION;

Outcomes that may be reached through the

use of a satisfactory credit letter. 1.

MORE SATISFIED CUSTOMERS:

A well-executed credit

letter leaves no feeling of resentment or slight. 2.

LESS CONFUSION:

Terms on which credit would be

based will be set down in writing. 3.

SINGLE POLICY STANDARD:

There would be a single set

of rules to govern all mail credit accounts. 4.

LESS EMBARRASSMENT:

It would be easier to refuse

credit In a carefully prepared letter than a spur of the moment oral refusal. 5.

INCREASED SALES:

Granting credit results in en­

larging greatly the volume of business. 6.

HEIGHTENED PROFITS:

Increasing sales means more

profit. 7.

HAPPIER EMPLOYEES:

Many of the fussiest customers

order, by mail against a charge account. 8.

BETTER RELATIONS:

Handling credit problems by mail

eliminates much of the strain of face to face encounters. B.

DIRECTIONS: credit.

Kev points regarding the establishment of

GREEN LIGHT: a.

How to grant credit to a new customer.

Make preliminary investigation to find out something about the customer.

b.

Make sure the bill will be paid on your terms.

c.

Start the investigation at once if references and a financial statement have been sent with the order.

d.

Check with such business houses as the banks, Dun and Bradstreet, etc. for credit rating of customer.

e.

*

Ship order on open account after favorable reports have been received.

f.

If the new customer is considered a good risk, grant special terms generously.

g.

Welcome the customer to take advantage of using his credit with your firm with a cordial letter.

h.

Explain special credit features, such as a credit card, in a letter.

CAUTION SIGNAL:

How to request credit ratings;

(See

Exhibit N.) a.

Request that the customer send a financial statement and list of references. (See Exhibit N.)

b.

Write these references to establish rating of customer.

65

May 10, 1950

Mr. Thomas M. Clark Clark Furniture Company Springfield, Tennessee Dear Sir: It is a pleasure to know that you intend to stock our goods in your store. It appears that we haven’t had the pleasure of doing business with you before. We will be grateful, therefore, if y o u ’ll send us credit references, preferably other firms from ^vhieh you have been buying. Perhaps you are in a hurry for the goods and want to have them in stock before we have an opportunity to hear from the references which you will send us. In that case w e ’ll be glad to send your initial order to 'yon c.o.d., so that there may be as little delay as possible. If this suggestion meets with your approval, just let us know and the goods will be on the way to you the day your letter is received. We are looking forward to profitable business re­ lations with you. Yours very truly, MASON;FURNITURE COMPANY

JAJsAMS

John A. Jones

c.

Check with confidential sources of Dun and Bradstreet or other reputable credit firms.

d.

Contact the banking place of the prospect for confirmation of his financial status.

RED LIGHTS

How to refuse credit after investigation

(See Exhibit 0.) a.

Try to have orders remain on c.o.d. basis.

b.

Suggest how credit disabilities may be re­ moved .

c*

Inform the customer why credit must be refused,

d.

Suggest the customer send check to cover the amount of the order.

WELCOME MAT:

(See Exhibit 0.)

How to extend credit by letter.

a.

Point out advantages to purchaser.

b.

Extend invitation to good credit risks only.

c.

Avoid flambuoyant presentation.

d.

Use small mailing list for faster processing.

e.

Avoid using mimeographed or printed forms*

f.

Use only personal letters over a hand-written signature.

BRASS TACKS:

How to put the terms of sales in

black and white. a.

Have a set company policy and make no exceptions

b.

Make terms conform to a reasonable basis.

c.

Try to have a dual system to divide low income

67

*** -6* ^

May 10, 1950

T* ***°

\css^

Mr. John W.Russell Manchester, New Hampshire Dear Sirs When your check for $10.00 reached us this morning it was applied to your account immed­ iately. Your balance is now $50.85. The $25-00 order' for which you sent would in­ crease your balance due us. a third— $75.85. Don't you believe that this rate is too high, Mr. Russell? If half of the balance due us could be paid before the shipment of the order is made, we should be only too glad to extend to you the privilege of further credit. But, as much as we would like to accomodate you at this time, we would like to send this order to you c.o.d., or until some of the balance is taken care of. Why not make out a check for the $25*00 order and mail it today? Also, can you give us a definite date on which the balance of your account could be met? We are very anxious to clear up these old accounts. We know we .can depend upon you for your part. You may be sure that we regret the necessity of this action. Yours very truly, F. I. CULLEN COMPANY DES/AMS

Dale E. Sloan

68

and higher income groups. 6.

SOURCES FOR THIS CHAPTER:

Where to get further

assistance. a.

Opdycke, John B.:

Business Letter Practice.

Isaac Pitman and Sons, New York, 1930.

Pages

275-421. b.

,Reigner, Charles G.:

English for Business U s e .

The H. M. Rowe Company, Baltimore, 1937*

Pages

300-327. c.

Smart, Walter K., and McKelvey, L.W.s

Business

Letters. Harper & Brothers Publishers, New York, 1941. C.

ACTIVITY ASSIGNMENTS:

Pages 163-195. Pro.lects that will aid in the

development of a concise but courteous type of credit letter. 1.

Write a letter extending the privilege of a charge account.

Explain the special credit features such

as the credit cards.

State the terms of credit.

Express willingness to be of continued service and welcome the customer to take advantage of the credit account with your firm. 2.

As credit manager it is your duty to inform a customer that his credit must be refused because the investigation proved unfavorable.

Induce the

customer to accept c.o.d. shipments -until a better

rating has been established. 3.

A favorable reply has been received on an applica­ tion of a new customer.

Write a letter extending

the privilege of using this new account. D.

EVALUATION:

Examples that may be used as a basis of

comparison for your work. 1.

TRUE-FALSE:

Place an X in the correct space for

true or false. T

F

a. ( )( ) You should write your letters using a formal style. b. ( )( ) You should suggest a check to cover the initial order when delayed investigation will result. c. ( )( ) You should not include references with your initial letter. d.

( )( ) You should ship orders on closed account when favorable reports have been received.

e.

()( ) You should use a large mailing list in selling credit by letter.

f. ( )( ) You should have only one installment plan for credit purposes. g. ( )( ) You should refuse credit privileges without any explanation to the purchaser.

70

CHAPTER 8.

IN THE RED

HOW TO WRITE COLLECTION LETTERS A.

MOTIVATION:

Advantages to be gained from the ability

to write effective collection letters. 1.

EASIER BOOKKEEPINGS

Long-standing accounts make

accurate bookkeeping difficult* 2.

CLEAR RECORDS;

Paid-up accounts keep balance

sheets in good order. 3.

IMPROVED CUSTOMER RELATIONS;

Those who owe money

usually do not have kindly feeling toward debtors. 4.

MORE BUSINESS;

Customers who owe money hesitate to

make further purchases. 5.

INCREASED PROFIT;

Profits will be reduced if a part

>of them are used to defray costs of extra bookkeep­ ing and clerical help. 6 . INCOME-TAX FACILITATION;

Forms for income tax are

greatly complicated by deferred or lagging accounts. 7.

GREATER EXPANSION;

Collected bills provide finan­

cing for new projects. 8 . INCREASED SERVICE;

Auxiliary services to customers

can be offered from profits of paid up bills. 9. 10.

LESS RISK;

Current accounts reduce company failures.

ENHANCED COMMUNITY STANDING;

One who writes effec­

tive collection letters will often be invited to

71

serve on civic enterprises, etc. B.

DIRECTIONS:

Effective techniques to use in writing

collection letters. 1.

SPUR TO ACTION:

How to collect money by letter.

a.

Send monthly statement when bills are due.

b.

Fix the terms of the sale when the goods are sold. (2/10, n/ 30 .)

c.

Attach an attractively printed sticker.

d.

Send an impersonal printed notice if no ex­ planation is made.

e.

Avoid using postal cards for payment requests.

f.

Write personal letter to debtor if other con­ tacts have been ignored.

2.

g.

Get the money, but keep the customer's business.

h.

Emphasize the value of a good credit rating.

i.

Announce a sale in combining request for payment.

CERTAIN PROFITS:

How to make collection letters

yield big returns. a.

Make interesting favorable impressions.

b.

Avoid repeating words to convey the message.

c.

Ask the debtor for positive action.

d.

Avoid stilted, formal, business terms such as, "We wish to advise."

e.

Offer extended privileges, or volunteer con­ cessions when emergencies arise.

f.

Use showmanship in collecting money.

HUMAN FACTOR;

How to write letters to collect

debts psychologically. a.

First, remind the debtor that the bill is due.

b.

Follow statements with a letter.

c.

Follow up on the assumption that the previous reminders have been overlooked or mislaid.

d.

Cultivate the use of short words in short letters.

e.

(Use the language of the reader.)

Set a time limit for the action you expect the reader to take.

f.

Always type your name after the complimentary close.

g.

Have all the facts before you begin to write.

h.

Be enthusiastic, even in writing collection letters.

i.

Use special appeals. (1)

Ask the customer for fair play.

(2)

Appeal to the "Golden Rule11.

(3)

Hint of possible suit if bill is unpaid. (See Exhibit P.)

(4)

Ask if the customer can afford to jeopard ize his credit rating.

j.

In a casual tone, ask what is wrong,

k.

Attempt to get money without legal action.

Davis Furniture Company Shelbyville, Indiana Gentlemen: Almost everyone in advertising knows Elbert H u b ­ bard's famous collection letter "Dig, partner, dig: It will only take a minute and God knows I need the money." We have been asking in our past four letters for you to "dig" a little and send your remittance for $210.60. We also asked for a definite date— May 28 — for the payment of the debt. If it is not paid by that date the last resort is to draw a sight draft on the company; that is, unless, we receive some definite statement as to when and how the payments will be made. So, won't you take a minute now and write out a check for the amount before we are compelled to use the unpleasant task of collecting your debt? Yours truly, JERRY BALDWIN SONS

Collection Manager John Gavin Scott ams

1.

(1)

Combine previous appeals.

(2)

Set definite time for payment.

Last, send short note that legal action is underway.

RETALIATIONS a.

How to recind credit privileges.

Do not scare or threaten the reader by saying that you will sell his account.

b.

Use good judgment.

(Substitute good judgment

for temper.) c.

Send orders e.o.d. when payment has been ig­ nored on a previous order, after several state­ ments have been issued.

d.

State that credit card or charge account will expire at a certain date.

COLLECTION ADJUSTMENTS

How to collect unearned dis­

counts. a.

Send a statement when unearned discounts have been deducted.

b.

Advise the reader what the company's policies are.

c.

Ask if the terms of the purchase were not clear to the buyer.

REMINDERS: a.

How to start the collection cycle.

Personalize the statement. (1)

Draw circle around printed terms on state-

75 ment. (2) b.

Add little personal notations with pen.

Use variety of gummed stickers.

(Make your i

own to suit youij needs, or purchase them from a commercial firm.) c.

Attract attention and influence payment of bills by enclosing blotters, cards, etc.

7.

A GOOD BEGINNING:

How to write the first letter of

the collection cycle. a.

Send a gracious reminder.

b.

Help the reader to “save face."

c.

Remind the customer of his moral obligation to pay.

d.

Amuse the reader into paying by interesting him in a story.

e. 8.

Capitalize on a novelty of your own.

THE GENTLE PROD:

How to write the second in the

series of collection letters. a.

Try the man-to-man tactics.

b.

Write a human, chatty, cordial letter.

c.

Establish the subject of collection with some connection with a story.

d.

Tactfully remind the customer that he has the goods, you need the money.

9.

APPEAL TO REASON:

How to play your cards.

76 a.

Ask if he has not been satisfied with a purchase.

b.

Avoid irritating words such as complaint, neglect, "you said— ", etc.

c.

Give the customer a hint of more positive action.

10.

FAIR PLAY;

How to build up to customer’s sense of

pride. a.

Do not mention the amount due in the first sentence.

b.

Build appeal around "What would you do if you were in our situation?"

11.

c.

Suggest part payment now, the balance later.

d.

Turn on the heat; hint legal action.

INDIVIDUAL APPROACH:

How to write appealing self-

interest letters. a.

Enclose envelope for mailing check.

b.

Imply lost confidence

in the reader.

c.

Sell him on the value

of credit, andcredit

reputation. d. 12.

Appeal to his ego.

OVERDUES:

How to get non-payment accounts paid in

full. a.

Use strong appeal for fair play in a way that could not offend.

b.

Appeal to the customer's sense of pride, selfinterest, honor, or fear.

13.

c.

Send a filled out promissory note for signature.

d.

Send a sight draft.

FINAL PLEA:

How to get action from stubborn

delinquents. a.

Set definite time limit for payment to be in your hands.

b.

Have some one write in place of the credit manager.

c.

When all else fails, then, send final notice of suit pending.

14.

SOURCES FOR THIS CHAPTER:

Where to get further

assistance. a.

Opdycke, John B.s

Business Letter Practice.

Pitman and Sons, New York, 1930. b.

Reigner, Charles G.s

Pages 423-471.

English for Business U s e .

The H. M. Rowe Company, Baltimore, 1937.

Pages

300-327. c.

Smart, Walter K., and McKelvey, L.W.: Letters. 1941.

C.

Business

Harper & Brothers Publishers, New York,

Pages 196-251.

ACTIVITY ASSIGNMENTS:

Pro.jects to help you in setting

up effective collection letters. 1.

As owner of a wholesale store write a stunt letter

78 to a customer whom you considered a good risk when he bought a large order of canned goods for his restaurant.

It is now several months later but

you are still optimistic about getting the check from him.

Compose a letterhead and write the rest

of the letter. 2.

A newspaper item stated that a well-known movie star had not paid for a denture.

The account was several

months old when the creditor sent her a statement with letter accompanying threatening to expose the fact that she had a denture if she didn’t pay immedi­ ately.

He was to insert an advertisement in the

paper saying that the denture could be seen almost daily at her home.

Can you think of a way of putting

spice into a collection letter by capitalizing on a novel trick to provoke remittance? 3.

Write a letter to an absent-minded professor who is a collector of rare books. pension.

He is retired on a small

He has been a very good customer in the

past, but has overlooked the four reminders which you have sent him for the payment of $ 50 .00 . D.

EVALUATION;

Samples of check ups which may be applied

to vour writing of collection letters. 1.

TRUE-FALSE:

Place an X in the correct space for

true or false.

79 T

F

a. ( )( ) You should send a monthly statement first. b. ( )( ) You should write effective collection letters and still keep the customer's business. c. ( )( ) You should avoid stilted, formal, business terms of the '80*s. d. ( )( ) It is better to use showmanship in your letters. e. ( )( ) You should send a statement when the account is due. f. ( )( ) You should hint legal action in the first letter. g.

()(

) Your final notice should warn the debtor of pending legal action.

h.

()(

) For a reminder you should personalize the statement.

i. ( )( ) You should appeal to the debtor's self interest and pride, j. 2.

( )( ) You should help the reader "save face."

RATING SCALE:

Place an X in the spaces for which

you qualify. a. ( ) Attracted attention by various methods. b.

( ) Used good judgment instead of temper.

c.

( ) Asked if the terms were not clear to the

reader. d. ( ) Followed up statements with a letter e. ( ) Sent reminders when the hill was due f. ( ) Capitalized on a novelty of your own g- ( ) Appealed to the reader’s ego. h. ( ) Enclosed envelope for mailing. i. ( ) Made reply easy on the reader.

3- C ) Sent final notice of pending suit. (

) Total.

81

CHAPTER 9.

MEET THE AMBASSADOR

HOW TO WRITE LETTERS TO BUILD UP GOODWILL A.

MOTIVATIONS

Goals that may be achieved by the .judicious

use of well-thought-out letters* 1.

MORE NEW CUSTOMERS:

Each month should draw a few

new customers if good letters are sent out regularly. 2.

INCREASED BUSINESS FROM OLD CUSTOMERS:

Intermittent

reminders of interest and desire to serve create ties of habit and satisfaction. 3.

REINSTATEMENT OF INACTIVE ACCOUNTS:

Regular,

sincere letters will eventually bring a response from previous customers. 4.

ENLARGED SALES VOLUME:

Letters are often a deciding

factor or spur to action. 5.

BETTER PUBLICITY IN YOUR FIELD:

Letters have more

value than advertisements in trade magazines. 6.

MORE ENERGETIC SALES FORCE:

Salesmen will not be

unknown in their business calls if letters precede them. 7.

GREATER SATISFACTION IN YOUR POSITION:

Working for

a firm held in good regard makes you feel proud of your company. 8.

INCREASED WAGES FOR EMPLOYEES:

More sales through

letters will make wage boosts possible.

82 9.

MORE POSSIBILITY OF EXPANSION:

Increased profits

can be put into reserve funds for re-investment. 10.

ENLARGED LEADERSHIP IN BUSINESS WORLD:

A firm

possessing the good will of its customers will earn the respect of all firms. 11.

BETTER LETTERS OF ALL TYPES:

Excellent goodwill

letters will be an inspiration to improve all letters. 12.

CONSTANTLY INCREASING CIRCLE OF BUSINESS FRIENDS: Business men who enjoy your letters will tell others of your firm.

13.

NEW MARKETS:

Goodwill letters may open a whole

new sales field if received by interested firms. 14.

MORE PERSONAL APPROACH:

Printed circulars do not

have the appeal of a personal letter. B.

DIRECTIONS:

SuEgestions for the construction of good­

will letters. 1.

PROVEN TECHNIQUES: click.

How to make goodwill letters

(See Exhibit Q.)

a.

Individually address the envelope.

b.

Send your letters first class.

c.

Use postage stamps instead of postage meter.

d.

Use firm, good quality bond paper and envelope.

e.

Contrast black or blue typing ribbon with white paper.

83

^

_>

May 2, 1950

o0o Mr. Arnold J. Johnson 2435 Marion Street Cedar Rapids, Iowa Dear Mr. Johnson: Shake hands, Mr. JohnsonI I, too, served during the World's War and know the trials of the armylife of which you wrote. We were all pretty good sports then, and we must be good sports now. How often does a foreign substance get into the food that is put before you, once every few days? It is only natural that you find the tubular growth of the human body in preparations in the best of homes. Do we overlook this fact and go on eating the same food everyday of our lives? We take it with a grin and say nothing of it. Why, then, can't we treat this bobby pin and the other foreign matter exactly alike? If one did without the things in which he had found a foreign particle, there wouldn't be much for him to eat. I am, there­ fore, asking you to live and forget. Our breakfast food contains certain energy building elements that are not found in every cereal. It contains iron and vitamin D. The grain has been cooked by a special process which preserves all that is so necessary in making a healthy, nourish­ ing edible. Won't you try a package tomorrow? Yours for more iron, less metal, THE RAISIN WHEAT FOOD COMPANY By:

f.

Allow liberal margins for border mat.

g.

Address the person by his correct title.

h.

Spell his name correctly.

i.

Personalize your greeting by saying "Dear Mrs. Jones” .

(It is eye-catching and persuades the

attention of others.) j.

Get off to a fast start.

(Make the lead sen­

tence click.) k.

Plan the letter to be reasonably short and hold the interest without wordiness.

1.

Write to one individual at a time.

m.

Add a warm human touch.

n.

Assume the "you” attitude.

Make the reader

feel that he is important to you. o.

Wind up your letter at the peak of the reader's interest.

p.

Choose a warm personal complimentary close to harmonize with the rest of the message.

(For

example, say "Very sincerely yours," or "Yours very sincerely," etc. ENLARGEMENT OF CLIENTELES

How to contact prospec­

tive customers. a.

Tell the reader what you can do for him from his point of view.

b.

Gain his friendship.

e.

Give personal, individual attention to the prospect.

d.

Seek his interest; write on familiar ground.

e.

Watch the•newspaper items, such as vital statistics, for mailing list sources.

f.

Offer a free get-acquainted item to bring in new prospects to your firm.

g.

Invite prospective patrons to grand opening of the firm, its birthday parties, etc.

GOOD¥fILL ACTIVATIONS

How to make new customers.

a.

Create a favorable impression.

b.

Invite a prospect to take advantage of a charge account.

c.

Repeat suggestions given for letters that click.

d.

Express desire to be of service and to give the customer satisfaction.

e.

Show confidence in prospect by offering him the use of other departments.

GREETING SUGGESTIONS:

How to welcome new customers.

a.

Suggest future orders in welcoming new customers.

b.

Give friendly, efficient service via letters.

c.

Make them feel that they are important to your organization.

HELLO AGAIN: active.

How to make inactive customers

a.

Ask why a customer has stopped using your service.

b.

Catch the customer before he switches. anticipate the change.

(Always

Don't wait too long be­

tween orders or bills.) c.

Send friendly greetings during the seasons. (In case of an insurance company, send greetings on birthdays of policy owners.)

d.

Write follow-up letters if results are not obtained by the first communication.

e.

When requesting a direct answer, enclose a stamped envelope for the reader's convenience.

f.

Send form questionnaire which requires only a quick checking on the part of the reader.

g.

Don't be over-solicitous or give the reader any ideas.

h.

Acknowledge the reader’s explanation of why his account has not been used for some time.

i.

Now that you have him coming back, don’t neglect him.

(Make the customer feel that he

is important to you.) HOLDING ATTENTIONS

How to retain old customers.

a.

Use a friendly approach.

b.

Write now and then to show them that their business is appreciated.

c.

Request and acknowledge suggestions and criti­ cism.

(Many businesses use this means to

improve their products and services.

Sugges­

tions are most welcome.) WE'RE SORRY!s a.

How to write letters of apology.

Avoid sounding like you are merely giving an alibi.

b.

Do not go into lengthy discussions of explana­ tions.

"THANK YOU": a.

How to write notes of appreciation.

Promote better relationships between customer and dealer.

b.

Write short, simple, sincere notes.

c.

Always include a reference to the particular piece of business concluded.

d.

Ask to be notified of any dissatisfaction.

REMINDERS:

How to write letters to let the reader

know that he is missed. a.

Remember him on any anniversary or special business occasion.

b.

Refer to any pleasant or profitable past j

transactions. c.

Point out new or improved products he could use in his business.

d.

Offer to check any equipment purchased from you.

88

e.

Inquire if he has any problems your firm might help to solve.

10.

SOURCES FOR THIS CHAPTER:

Where to get further

assistance. a.

Butterfield, William H.: that Build Business. New York, 194-0.

b.

Goodwill Letters

Prentice-Hall, Inc.,

288 Pages.

Smart, Walter K.j and MeKelvey, L. W.s Business Letters. Harper & Brothers Publishers, New York, 1941.

C.

ACTIVITY ASSIGNMENTS:

Pages 385-407. Suggested projects to help you

along the road to better relations with your customers. 1.

A new family has moved into a small section of your city.

The husband is opening his own Super Service

Station.

As a car dealer welcome him into the

community. 2.

As general manager of a large department store write a tactful letter of inquiry to a customer who has not used his charge account for several months. Up to that time this customer's account was several hundred dollars per month.

You have heard that he

was dissatisfied with his last purchase of a suit. Sell satisfaction and win him back. D.

EVALUATION:

Samples of types of check

applied to building goodwill.

u p s

which may be

89 1.

TRUE-FALSE:

Place an X in the correct space for

true or false. T

F

a. ( )( ) You should build goodwill in every letter that leaves your office. b. ( )( ) You should wind up your letter at the peak of the reader’s interest. c . ( )( ) You should write to only one individual at a time. d. ( )( ) You should make the reader feel that you were important to him. e. ( )( ) You should never acknowledge the reader's explanation of why his account has not been used. f. ( )( ) You should go to any length in writing a letter of apology, g* ( )( ) You should send letters to the reader requesting his suggestions and criticisms.

90 CHAPTER 10.

SELLING YOURSELF

HOW TO WRITE APPLICATION LETTERS FOR EMPLOYMENT A.

MOTIVATION;

Outcomes of good techniques in letters of

application. 1.

GREATER POSSIBILITY OF PERSONAL INTERVIEW:

A poor

letter might go unanswered. 2.

BETTER FIRST IMPRESSION:

An Initial favorable

impression will leave a lasting effect. 3.

WIDER SELECTION OF JOBS:

A good letter will bring

more responses than a poor one. 4.

POSSIBILITY OF BETTER CONNECTION:

Successful

companies would be careful to hire only those whose letters are above average. 5.

HIGHER BEGINNING SALARY:

Recipient will be more

confident of your ability. 6.

BETTER POSITION:

A superior letter would not

likely lead to an inferior job. 7.

QUICKER PLACEMENT:

A progressive company hires

promising men and women before other companies can find them. 8.

MORE CONTACTS: ' If the recipient is unable to place you, he might refer you to others who could.

9.

MORE INTERESTED READERS:

A bored reader will be

apt to discard a poor letter without giving it any

consideration. 10.

MORE RAPID ADVANCEMENT*

An excellent letter will

give a lasting good opinion of your ability and intelligence. B«

DIRECTIONS*

Suggestions that will assist you in writing

applications for a .job. 1.

PLAN*

How to write an application letter in logical

sequence. a.

Plan your letter as you would for a good sales letter.

b.

Interest the reader in the beginning sentence.

c.

Give a complete description of your qualifi­ cations for the job.

d.

Offer proof for these qualifications, such as a data sheet outline.

e. 2.

(See Exhibit R.)

Make a direct request for an interview.

EFFECTIVENESS:

How to write letters that will get

the job. a.

Establish a connection in the first paragraph.

b.

Take great pains in setting up your form and style of writing.

c.

Organize your thoughts and ideas in an imagina­ tive and clever manner.

d.

Write as though you were talking to the pros­ pective employer.

P E R S O N A L

D A T A

S H E E T

O U T L I N E

Name Address

Weight Height: Other: Education:

Experience:

References:

Recent

NOTE:

Send a data sheet with your letter of application for

Picture

quick reference and time saver.

93 e.

Give reasons why you should be hired.

(State

facts.) f.

Without bragging, write of your accomplishments in school.

g.

Use colorful, vivid words and phrases.

h.

Tell of your future plans.

i.

Express yourself clearly.

j.

Write exactly what you think the employer wants to know about you. (1)

Age.

('2)

Marital status.

(3)

Health.

(4)

Education.

(5)

Experience and training.

(Experience is

always an asset.) (6)

Character references.

(7)

Why you left previous employment.

(8)

References.

k.

Refrain from stating expected remuneration.

1.

Get all the available information about the position, or similar positions,

m.

Spell the firm's name correctly,

n.

Use blue or black ink to sign your signature,

o.

Address the envelope with care.

(Put stamp

parallel to top and side in upper right corner.

JOB WANTED:

How to write classified advertisement.

a.

Attract attention by unusual angle approach.

b.

Give interesting colorful facts.

c.

Run over the want-ad section before you begin to write.

(Do not make your ad an exact

duplicate of others in the paper.) d.

Avoid rubber-stamp phrases and construction.

e.

Seek the advice of the experienced staff of experts employed by the newspaper.

f.

Write your copy in a logical order disregarding the length and the number of words.

g.

Boil down the copy to fit your purse.

HELP WANTED:

How to answer a newspaper advertise­

ment. a.

Read the ad carefully.

b.

Reply to all questions in order of points listed in the advertisement.

c.

Give the exact specifications as written in the ad.

d.

Type your reply on a good grade of white paper. (If you cannot type neatly, have professional typist do the work for you.)

e.

Clip the ad to the letter.

f.

Enclose data sheet outline. (See Exhibit R.)

SUPPLEMENTARY MATERIAL:

How to enclose pertinent

d a ta .

a.

Staple your picture to the front page, face out.

b.

Write your name and address and the job title on the back of the photo.

c.

Enclose an addressed postal card to be dropped in the mail to grant you an interview.

d.

If you have an application form from the firm, fill it out completely.

(Individually fill every

space. (1)

Never leave any space

blank.

(2)

Use blue or black ink

to fill in desired

information.

(Never use a colored pencil.)

(3)

Do not write in the margins.

(4)

Do not abbreviate.

(5)

Give complete information of previous employment.

INTERVIEW:

How to make contacts for a job by

requesting a personal appearance. a.

Make it easier for prospective employer to reply by enclosing an addressed interview

b.

card.

Write as though you were contacting

only the

one person— not the rtto whom it may

concern”

approach. c.

Ask for an interview.

(Give your telephone

number as well as your home address.)

96 7.

INTRODUCTIONS:

How to write a letter of presen­

tation. a.

Introduce friends known to you but unknown to the reader.

b.

Send by mail or give to the person to be introduced.

e.

Write letters on a voluntary basis.

d.

Leave the envelope unsealed if delivered in person.

e.

Enclose your personal card with words "Intro­ ducing A. John Brown" in the upper left corner.

f.

Mention the purpose of the introduction.

g.

Comment upon things which the two have in common.

8.

RECOMMENDATIONS: a.

How to present your references.

Obtain the person's permission to use his name as a reference.

b.

Give the person's title and full address.

c.

Use the

expressions "I have permission to

refer you to...", or "You may write to the following regarding my ability to do the work.” d.

Do not use relatives or ministers as references.

e.

Try to obtain references from those familiar with your ability.

f.

Obtain references that specify your particular

experience or ability, g.

See to it that a letter of recommendation applies to the job for which you are applying.

9.

FOLLOW-UP:

How to write follow-up letters to an

interview or application. a.

Keep your application in the mind of the reader.

b.

Link your letter with some comment in the inter­ view.

c.

Create the impression of being a go-getter.

d.

Briefly restate the qualifications for the job which you gave in the initial letter.

e.

Suggest keeping your application in mind even if there is no job opening.

10.

SOURCES FOR THIS CHAPTER:

Where to get additional

information. a.

Frailey, L. E.: Letters.

How to Write Better Business

The American Technical Society,

Chicago, 1940. b.

pp. 138-144.

Metcalfe, Lyne S.: for a J o b .

The Rumford Press, Concord, New

Hampshire, 1938. c.

112 pp.

Smart, Walter K., and McKelvey, L. W . : Business Letters.

Harper and Brothers Publishers, New

• York, 1941. C.

How to Write an Application

ACTIVITY ASSIGNMENTS:

pp 410-451. Pro.iects to aid you in perfecting

98 your technique in writing letters of application. 1.

WANT ADS:

Select any help wanted advertisement

from the newspaper.

Rewrite the information given

as you think it could be improved. 2.

BLIND ADVERTISEMENTS:

In advertising for a young

stenographer a firm failed.to reveal its identity. Write as complete an application for the job as possible depending upon your own resources for the information to be supplied. 3.

WRITING:

Write a full letter of application for

any position which you would like and for which you could qualify.

Stick to facts.

services without bragging.

Sell your

Assume that the person

to whom you are writing is a stranger. 4.

FOLLOW UP:

Assume that you were one of a group

granted an interview for a job which you especially want.

The prospective employer told you that he

would give you his decision within a few days. Write the follow up letter to this interview.

Write

about one or two of the points which were brought out in the interview. 5.

HELP WANTED: newspaper. or failure.

Choose any four advertisements from a Grade them as outstanding, satisfactory, Keep in mind these pointers;

Does the

advertisement sound sincere, make you.want to know

99 more about the applicant?

Is there a feeling of

cutting words to save money?

Why did .you evaluate

the advertisement as you did?

D.

EVALUATION:

Sample check

ups

on your ability to write

application letters. 1.

TRUE-FALSE:

Place an X in the correct space for

true or false. T a. ( )

F You should plan your letter of applica­ tion as you would a good sales letter.

b. (

You should give the exact specifications as written in the want ad. You should not abbreviate in an applica­ tion form. You should state what remuneration you would expect for services rendered. Your letters should be typed on colored scented paper.

f. (

You should sign your name with red ink.

6* (

You should write what you think the employer wants to know about you.

h. (

You should not tell why you left a previous employment.

i. (

3

(

You should state facts. You should not mention the interview in your

follow up letter. RATING SCALE:

Place an X in each space for which

you qualify. a. ( ) Interested the reader in the beginning sentence. b. (

Gave a complete description of your qual­ ifications for the job.

c. (

Wrote as though you were talking to the prospective employer.

d. (

Used colorful, vivid words and phrases.

e. (

Spelled the firm's name correctly.

f. (

Expressed yourself clearly.

g* (

Re-read your letter carefully before sealing the envelope.

h. (

Avoided rubber stamp phrases.

i. (

Asked for an interview.

j. (

Gave your telephone number and complete home address.

k. (

Made it easy for the prospective employer to reply.

1.

(

(

Followed logical sequence. Total.

'UNIVERSITY OF SOUTHERN C A IJFO R N U XJBXAS1

101

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Butterfield, Ifilliam H.s

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Doing Business by Letter.

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Effective Credit and Collection Letters.

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How to Write Better Business Letters.

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Smooth Sailing Letters.

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Writing in Business.

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The

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English for Business Use.

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Business Letters.

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l ib r a r y