Capital letter

“ This Case is not intended to carry about in your pocket. Far from it. People seldom want any other Stamps, on an emergency, than Penny-Stamps for Letters, Sixpenny-Stamps for Telegrams, and a bit of Stamp-edging for cut fingers (it makes capital sticking-plaster, and will stand three or four washings, cautiously conducted) : and all these are easily carried in a purse or pocket-book. ”

“ Capital Letters.—In examinations containing papers the rating of which is determined in part by correctness in the use of capital letters the average candidate is usually at a disadvantage. The following rules, if [85] committed to memory, will enable the candidate to avoid errors which, if made, might cause him to fail in the examination. ”

“ Of course he got a big percentage of replies, for what man does not want a big-paying, independent business of his own? But when in his follow-up letter he stated his proposition, offering state rights to his machine for $5,000, he shot over the heads of 99 per cent of the men who had answered his first letter. ”

“ No other appeal is so direct, so effective, as that which is summed up in the words "you," "your business," "your profits," "your welfare." "It costs you too much to sell crockery, but your selling expense can be cut down by utilizing your space to better advantage;" "Your easiest profits are those you make by saving expense;" "Did you ever figure up the time that is wasted in your mailing department by sealing and stamping one letter at a time?"— these are the letters that will be read through. Keep before the reader his interest. Show him how your proposition would benefit him. ”

“ Subscribe any sum of money, purchase any quantity of clothing, send all the food you please, but, for God's sake, don't write to them! In such a place every man knows the other has received a letter, and none know what it contains. ”

“ The letter that can do that, a letter so clever and so convincing that it makes a man a thousand miles away put his hand into his pocket, take out his hard earned cash and buy a money order; or makes the shrewd man at the desk take up his pen, write a check and send it for the goods you have to sell, is a better employee than your star salesman because it gets the order at a fraction of the cost. And the man who can write the letter that will do that is a power in the business world—his capacity is practically unlimited. ”

“ Eighty per cent of the men addressed replied to this personal appeal; many had complaints that were straightened out; others had drifted to other houses for no special reason. The majority were worked back into the "customer" files. Three years later the accounting department checked up the orders received from these re-found customers. The gross was over a million dollars. The business all sprung from one letter.
Yes, there is romance in the postage stamp; there is a latent power in it that few men realize—a power that will remove commercial mountains and erect industrial pyramids. ”

“ Everyone is familiar with the conventional letter sent out by investment concerns: "In response to your inquiry, we take pleasure in sending you herewith a booklet descriptive of the White Cloud Investment Company." Cut and dried—there is nothing that jars us out of our indifference; nothing to tempt us to read the proposition that follows. Here is a letter that is certain to interest the reader because it approaches him with an original idea:
"You will receive a copy of the Pacific Coast Gold Book under separate cover. Don't look for a literary product because that's not its purpose. ”

“ Just as a thousand years ago practically all trade was cash, and now only seven per cent involves currency, so nine-tenths of the business is done today by letter while even a few decades ago it was by personal word. You can get your prospect, turn him into a customer, sell him goods, settle complaints, investigate credit standing, collect your money—ALL BY LETTER. And often better than by word of mouth. ”

“ Just as progressive business houses now aim to have their correspondence uniform in policy and quality, so too, they aim at uniformity in letter appearance—the mechanical production. It is obvious that if the letters sent out by a house are to have character, one style must be adopted and definite rules must be formulated for the guidance of the stenographers. ”

“ I think that letters ought to be the property of the recipient, but it should be an inalienable property which he should be no more able to sell than he is able to sell entailed property. To write a letter, even a brief one, is, in a sense, an act of confidence. ”

“ When any letter, not written by them or on their business, is franked by any of them, it is a hurt to the revenue, an injury which they must now take the pains to conceal by writing the whole superscription themselves. ”

“ By paper money, in its obnoxious sense, I understand paper issues on credit alone, without capital, without funds assigned for its payment, resting only on the good faith and the future ability of those who issue it. ”

“ Stationery should be representative of the business from which it comes. The impression created by a well-dressed man, as well as of a well-dressed letter, is seldom analyzed; the first glance is generally sufficient to establish that impression. A letter soliciting an investment of money, if printed on cheap stock, may create such a tawdry impression as to be discarded instantly by the average business man, although the letter may come from an entirely reliable house and contain an excellent business proposition on good, substantial paper. ”

“ The British post-office contributes annually a “profit” of several millions sterling to the Exchequer. Every person who writes a letter, therefore, is taxed for doing it. In proportion to the intelligence, commercial enterprise, family affection, or professional diligence by which he is prompted to use correspondence, every one of us is compelled [277] to contribute something more to the up-keep of the State than his neighbour who is too lazy, too ignorant or too callous to trouble himself with letter-writing. ”

“ The bully-ragging, long-winded collection letter has no place in self-respecting business. The so-called statements of collection by which papers drawn up to resemble writs are sent through the mails, or served, not only have no place in business but many of them are actually illegal.
The letters which are appended have been chosen both for their effectiveness and their courtesy. They represent the best practice. It is, by the way, not often wise for the creditor to set out his own need for money as a reason why the debtor should pay the account. ”

“ Every honest man must see the propriety of our requiring the postage on letters, paid. If we were to pay the postage on a hundred letters, each letter containing a subscriber, the sum might be twenty five or fifty dollars, and where is the profits? ”

“ For many purposes, indeed, a low-priced stock is entirely permissible. But the higher the quality of paper, the more exclusive and personal that letter becomes, until, in the cases of executive heads of corporations, the stock used is of the best. ”

“ It is too much to expect the reader to exert himself to dig out your meaning and then enthuse himself over your proposition.
The men who write pulling letters weigh carefully every sentence, not only pruning away every unessential word but using words of Anglo-Saxon origin wherever possible rather than words of Latin derivation. "Indicate your selection" was written as the catch line for a letter in an important selling campaign, but the head correspondent with unerring decision re-wrote it—"Take your choice"—a simpler, stronger statement. ”

“ It is not necessary to offer something for nothing in your inducement. In fact, a good reason is usually a better order getter than a good premium. Make the man want your proposition—that is the secret of the good sales letter. If a man really wants your product he is going to get it sooner or later, and the selling letters that score the biggest results are those that create desire; following argument and reason with an inducement that persuades a man to part with his hard-earned money and buy your goods. ”

“ In writing upon business exclusively your own, for instance to make a request, to ask for information, to petition for a favour, or to solicit an autograph, it is but right not only to pay the postage of your own letter, but to enclose a stamp for the answer. This is always done by really polite and considerate people. ”

“ Original sales letters are of two kinds: those that endeavor to perform the complete operation and secure the order and those that are intended merely as the first of a follow-up series or campaign. Which to use will depend upon the nature and cost of your proposition. A simple, low-priced article may be sold with a single letter—the margin of profit may not warrant more than that. On an expensive, complicated article you cannot hope to do more in the initial letter than win your prospect's interest, or possibly start him toward the dealer who sells your goods. ”

“ The appeal reaches the newspaper man at the season of the year when he is busiest; just the time when he most needs a folder, and the manufacturer provides for the first payment at the time of year when the average publisher has the largest bank account.
Occasionally the most effective persuasion is a ginger talk, a regular "Come on, boys," letter that furnishes the dynamic force necessary to get some men started:
"There is no better time to start in this business than right now. People always spend money freely just before the holidays—get in the game and get your share of this loose coin. ”

“ Have no Letters been brought to you? Have you receiv'd any Letters? Have you had any Letters? Have you receiv'd any Letters from your Friends? Are there no Letters come from France?
The Answer.
Ch. I have received no Letters. I han't had so much as a Letter. I han't had the least Bit of a Letter. No Body has sent me any Letter. There is not the least Word come from any Body. I have received no more Letters for this long Time, than what you see in my Eye. Indeed I had rather have Money than Letters. I had rather receive Money than Letters. I don't matter Letters, so the Money does but come. ”

“ The woman stared at the valet in seeming surprise. “Nonsense!” she scoffed. “What could your Bill tell you that could be worth eighteen hundred dollars. If you suppose that the information I hope it contains will be worth anything to you in a money way, you are mistaken. It would cost you your life to try to use it. Be wise: take the money and give me the letter. The value of the letter to us lies chiefly in preventing other people from getting it.” ”

“ You start out with a handicap that is hard to overcome, and an examination of a large number of letters using such salutations are enough to create suspicion for all; too often they introduce some questionable investment proposition or scheme that would never appeal to the hard-headed, conservative business man. ”

“ Writers of investment letters have found that it pays to emphasize the fact that only a small lot of stock is available. If the letter leads the prospect to believe that barrels of the stock will be sold, the effect will be prejudicial. The "limited quantity" idea is effective in selling other things. ”

“ Here it is the policy to get up close to the reader by a "you-and-me" attitude. Some mail-order houses have letters written in the name of the company, signed by the writer as department manager, sales manager, or other officer. Then there are other houses that omit the company name entirely in order to get away from the "soulless corporation" idea as much as possible, and letters to a customer are always signed by the same individual to get a personal relationship that is considered a most valuable asset. ”

“ And then finally the proposition must be made so plain that there is no possibility of its being misinterpreted. What a city man who is a wide reader gets at a glance, the ordinary farm owner or farmer's boy—often with only a rudimentary knowledge of English—must study over.
"So needful is the observance of this principle in our business," says this manager, "that our sales letters have come to be almost a formula. First we state our proposition. We then proceed to take up each element of the offer and make it as plain and plausible as possible." ”

“ Time, energy and money are alike wasted in creating desire if you fail to crystallize it in action. Steer your letter away from the hold-over file as dexterously as you steer it away from the waste basket. It is not enough to make your prospect want to order, you must make it easy for him to order by enclosing order blanks, return envelopes, instructions and other "literature" that will strengthen your arguments and whet his desire; and more than that, you must reach a real climax in your letters—tell the prospect what to do and how to do it. ”

“ The book agent who rattles off to every prospect the set speech which the house furnished him with his prospectus either throws up the work as a "poor proposition" or changes his tactics, and the form letter that tries to wing all classes of individuals is most likely to miss all.
In making an appeal to women, the first thing to be considered is the stationery. Good quality of paper is a sound investment. Saving money by use of cheap stationery is not economy for it prejudices the individual against the sender before the letter is ever opened. ”