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Chapter 2. What a Letter Must Do - Its Elements And Contents

There are certain basic principles upon which every successful business letter must be built, certain invariable elements which it must contain. If it is to take the place of a salesman and do what a good salesman would do, it must follow a line of procedure in making a written sale just as a salesman does in making a verbal one. It must win for itself an audience with the man it is to sell, and once that is gained it must follow the steps of the sale exactly as the salesman does when he talks face to face with his prospect, leading him gradually, tactfully through certain definite processes up to the actual signing of the order.

For this reason every sentence and paragraph that goes into one of your letters should have a reason for being there. The sole aim of a letter is to get action and non-essentials simply detract from its directness. You have no time to write them nor has your prospect to read them.

It is the easiest thing in the world to write a letter that goes rambling from one topic to another without getting anywhere in particular. But the good letter writer has a definite end in mind and he goes straight to it over a definite route.

Go about it to write a letter as you would to prepare an important speech. There are a thousand things you might say, but only ten are vital. Think of as many as you can to begin with, then sift them to the few. Confine yourself to those points and drive them home, knowing the effect that each should have and its relation to the end you want to reach.

Consider now the good sales letter. It must proceed through certain steps. It must be based logically upon the principles of salesmanship. It must contain:

The opening, which wins the reader's attention and prompts him to go farther into the letter. Description and explanation, which gain his interest by picturing the proposition in his mind. Argument or proof, which creates desire for the article you, has to sell by showing its value and advantages.

Persuasion, which draws the reader to your way of thinking by showing the adaptation of the article to his needs and his need of it now.

Inducement, which gives him a particular or extra reason for buying.

The climax or clincher, which makes it easy for the reader to order and prompts him to act at once.

These elements may be taken, in fact, not only as the basis for the successful sales letter but of every good business letter. For a collection letter is only a form of salesmanship on paper you are selling your man a settlement of his account. And a reply to a complaint is but another you are selling your man satisfaction. Over the whole field of correspondence the same principle applies.

Of course the elements may not always appear in the exact order indicated, or always in the same proportion, but they are there they must be there if the letter is to carry the right impression to the readers mind. A collection letter may consist largely of persuasion with a striking climax. The reply to a complaint letter may be principally explanation. The sales letter, naturally, follows the outline most closely; and as it has come to play by far the largest part in business correspondence it is the sales letter and its construction that should be given chief attention.

Take these elements up one by one and compare them with cross-sections of a good salesman's selling talk. You will be surprised to find how closely the parallelism follows and how simple a proposition it is to write a good business letter, after all, once you learn that it is merely a matter of talking to your man on paper.

First, you must get the attention of the reader. You may do this in a number of ways by an opening sentence or paragraph, for instance, that arouses his curiosity, or by a striking statement that hits some one of his own problems, difficulties or desires. This initial interest on the part of the man addressed is absolutely essential to the success of the letter. No matter how well your proposition may be stated in the body of the letter, or how strong your close, your efforts will be lost if the opening does not start the man reading.

Following this attention-winning opening, the good letter runs directly into the description and explanation, which is planned to gain the readers interest. This part must be above all specific. Every salesman knows the value of the actual demonstration of having his goods on the ground, so that the prospect can see and feel and understand. As a letter writer you cannot show your goods, you must depend on description. Give your man a definite idea of what you have to offer. Picture the article, its use, its, advantages so vividly that it swims before his mental eye.

But the reader must have proof of your statements. Proof or argument follows logically after explanation. Its object is to create desire. It is not enough to give your prospect an idea of the nature or make-up or working principles of the thing you are selling him. You must reinforce all these by arguments, proving to him the advantage of the purchase, the saving that he will effect in his business, the increased efficiency he can attain in his work, the pleasure he will derive from the article. Proof may be presented by showing the satisfaction, which the article has given to other buyers or by some novel demonstration of its quality and value.

Persuasion, on the heels of argument, intensifies desire. Here the reader must be shown tactfully how possession of the article will bring benefit to him personally. Possibly the best kind of persuasion is he subtle suggestion which pictures to the reader the satisfaction or actual gain which ownership would bring. Argument is giving man evidence that will prompt him to act of his own volition. Persuasion is the added influence of the salesman's or the writers personality that brings action when the man himself hesitates.

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Dear Sir:

Opening compelling attention If this letter were printed on a ten dollar bill, it could scarcely be more valuable to you than the message it now contains.

Description and explanation - arousing interest For it offers to place in the hands of a few large manufacturers, almost without cost, a copy of the greatest MANUFACTURERS TEXT BOOK ever issued in America a book that contains complete and specific office, sales and factory schemes for increasing a business like yours, a book that actually outlines in charted form over 30 factory and selling plans that have built up giant businesses.

Argument and proof - conviction In one chapter alone in this book there is a cost system, all worked out, that saved on large concern $96,000 in factory expense in less than a single year. In another chapter the sales manager of a typewriter company gives a complete new system for managing a sales force. Yet these are only two out of 30 articles, all equally valuable.

Persuasion It tells how to stir up and enthuse your sales force; how to keep factory costs; how to advertise, promote and market your articles; how, in fact, to cut down expenses and increase profits. It is a gold mine of business building ideas.

Inducement And remember, the book is free. To each of the first one thousand manufacturers subscribing to we will send a cloth bound copy of this splendid 300 page book without charge. And even the magazine is no expense, for the $2 you pay for it will come back to you many times over before you have read one-half of the 12 issues.

Closing - climax and clincher But you must act now -- only 2700 copies of this book remain on hand and live manufacturers will snap up this offer. So pin your money to this letter and mail us today.

Yours very truly,

Here is an actual letter, used by a magazine in getting subscriptions that is almost a model in logically presenting every element of salesmanship. From the unusual opening that compels attention, straight through to the urgent close prompting immediate action, the reader finds himself almost unconsciously led step by step to an irresistible desire to buy.

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Then another thing, which the letter as well as the salesman must do offer a specific inducement. You know how the clever salesman manipulates his talking points. Always he holds back till the last some extra reason why you should accept his proposition. This is the part that inducement plays in the letter. And it culminates in the climax or the clincher. As you hesitate, undecided whether or not to order, the shrewd salesman shoots at you one last advantage which he has held in reserve.

And, you will also recall, he follows it up immediately by placing before you an order blank ready for your signature. He has learned the secret of making it easy to order. And that is what you, too, must do in your business getting letter follow up your last inducement and your Act today by giving the man something to sign a post card, a coupon, something that is ready to return. Make it so plain to him what he is to do that there can be no possible misunderstanding. Say it in so many words. You do this and we will do that. Aim to make your climax so direct, so strong and simple that the reader cannot resist the temptation to reply.

Give this content outline application. Take, for example, the first letter in this chapter, an actual business letter that was successful in selling a great many books by mail. Note what an analysis of its makeup reveals, how it leads step by step to its striking climax.

Here attention is won through a striking opening assertion that must arouse the curiosity of any reader. But it runs in the very next sentence into explanation. Proof of the books value is found in statements of what its plans have done for other concerns. The next paragraph persuades through suggesting what possession of the book would enable the buyer to do. Then follows inducement through offer of the book free as a premium. Finally the climax comes in the last urgent suggestion to act at once because the number is limited. And how could ordering be made easier? Simply pin your money to this letter and mail us today.

Of course not all letters have the elements marked off so clearly as this. An entirely different method of appeal may seem advisable. Judgment must depend upon your knowledge of what will win the readers interest. But the finished letter contains, in some degree, every one of these elements. The only sure method of learning their functions, value and proper use is to study each one individually. Then, with an appreciation of the effect of each upon the reader, you can build a balanced business letter that will bring results.

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Dear Sirs:

Commonplace opening We have been informed that you contemplate building a new factory and if so, we presume you will be in need of supplies.

Stereotyped expressions We wish to advise you that we are headquarters for all kinds of power transmitting machinery and mill supplies and can furnish and erect entire equipments.

No argument Enclosed find our 1909 catalogue. By glancing through this you can obtain some idea of our line.

Does not actually interest If interested in these goods, we should be glad of an opportunity to quote you prices an are confident they will meet your approval.

Prompts no action Trusting you will let us have a share of your business and hoping we may hear from you at an early date, we are

Yours very truly,

Here is a typical sales letter, filled with stereotyped, expressions and absolutely wanting in personality and real sales talk. It follows a commonplace form of general solicitation and would give no reader the impression that it was addressed to him personally.

As a whole the letter is purely commentary. It does not propose or offer one specific thing. The only positive statement in the entire letter is that a catalogue is enclosed. It does not interest the reader or arouse his desire. He has no reason for answering it.

The opening sentence lacks the directness necessary to win attention. There is too much we and not enough you. Such expressions as we notice, no doubt and we desire to inform you are superfluous and detract from directness.

It is a mistake to suggest that the reader glance through the catalogue. He should be asked to go over it carefully. Instead of soliciting an opportunity to quote discounts if he is interested, the letter should actually win his interest by playing up some particular feature of quality, service or price and showing how the goods will meet his needs.

The close is simply the mildest suggestion, inspires no action and offers no inducement for the reader to answer.

Notice how the same proposition is handled in the rewritten letter:

The opening appeals directly to the readers needs, compelling his attention. The second paragraph wins his interest by picturing an undesirable situation he may face and showing him how to avoid it.

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My dear Mr. French:

Attention won You will soon be wanting supplies for the new plant you are erecting.

Interest aroused by showing an understanding of the readers needs And you know what a trying proposition supply buying is when you have to obtain your equipment from a dozen different sources. There are sure to be some parts to go back for alterations: there will be delayed shipments on some goods that will hold up all. You have been saying to yourself how much quicker and easier and better you could put your plant in shape if you could get somewhere a complete equipment that would meet your needs.

Beginning argument That is just what we are ready to install for you on an hours notice a complete equipment that will meet your most exacting demands - in economy of operation in-day-in-and-day-out wearing quality.

Argument backed by proof in specific article and price cited And because we can furnish you with every item of equipment that you need, we can do it at a bed-rock minimum of cost to you. The catalogue enclosed is a perfect directory of plant equipment. Go over it very carefully. Note particularly the special prices quoted on Star Brand belting. This is made in our own factory from the very choicest oak tanned stock. [Explanation] In actual tests it has proved its ability to outwear three times over any other belting at the same price on the market. [Persuasion] And this is just one item -- just to give you an idea of the price an quality we could give you in furnishing your plant complete.

Prospect given something to sign You simply cannot afford to buy a dollars worth of supplies until you know our rock-bottom price for the entire equipment. Fill out and mail the enclosed specification blank today. Our prices and full particulars will come by return mail.

Very truly yours,

Next comes argument to arouse his desire by showing him the trouble and money he can save by ordering a complete equipment. Proof follows in citing a specific price and article. In the close he is urged to act at once and is offered inducement in service complete prices and particulars by return mail. And he is given something to do at once, bringing he letter to a strong ending.

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The New Sales Letter

Every new machine or process, every novel plan, scheme or principle, is a tool in the hands of today's success builder.

And the original thought, the paragraph or letter that abandons yesterdays formalities, that hits straight, that hews to the line of you, is stone for tomorrows tower of business.