Business Correspondence Part 32

FILL OUT AND MAIL THIS COUPON TO CHICAGO SUPPLY CO.

I AM INTERESTED IN ___________________________________ ______________________________________________________ ______________________________________________________ SEND ME FREE OF COST

MAMMOTH ILl.u.s.tRATED CATALOG __

BOOK OF HOUSE AND BARN PLANTS __ STRUCTURAL STEEL NEWS __ HEATING AND PLUMBING GUIDE __ LINOLEUM BOOKLET __ BOOK ON ROOFING, SIDING, ETC. __ GASOLINE ENGINES __ CLOTHING FOR MEN AND BOYS __ LADIES' WEARING APPAREL__ SEWING MACHINE BOOK __ HARNESS AND VEHICLES __ PUT CROSS IN SQUARE OPPOSITE BOOKS YOU WISH

MY NAME__________________________________________ TOWN__________________________ STATE ____________ R.F.D.___________ BOX NO.________ ST. NO.________

_This coupon, used in advertis.e.m.e.nts and in printed matter, make it extremely easy to send for information on special subjects_

SCHEME 2--THE LAST CHANCE TO BUY

If it is desired to come right back at a prospect, some such paragraph as this is written:

"Only 46 sets left! The success of our special offer surpa.s.sed all expectations. It will be necessary to issue another edition at once.

The style of binding will be changed but otherwise the two editions will be the same. As we do not carry two styles on hand, we are willing to let you have one of the 46 remaining sets at the SAME TERMS although our special offer expired Sat.u.r.day night."

And this appeal may pull even better than the first one--provided the proposition is "on the square." It is hard to put sincerity into a letter that is not based on an absolute truth. If "Only 46 sets left" is merely a salesman's bluff when in fact there are hundreds of sets on hand, the letter will have a hollow ring.

MAKING IT EASY TO ANSWER CREATING DESIRE TIME LIMIT LIMITED NO. OF ARTICLES CUT PRICE SPECIAL TERMS RESERVATION OF STOCK OR MACHINE EVADING THE COST FREE TRIAL OFFER GUARANTEE DEFERRED PAYMENTS "SEND BILL"

NOT AN EXPENSE--AN INVESTMENT ENCLOSURES ORDER BLANKS POST CARDS MONEY ORDER APPLICATIONS COIN CARDS ADDRESSED ENVELOPE

Sincerity is the hardest thing in the world to imitate in a letter and absolute confidence is the key-stone to all mailorder selling.

There are plenty of plausible reasons for making a time limit or a special offer. A large publishing house, selling both magazines and books by mail occasionally turns the trick by a human interest appeal:

"I told the business manager that I believed I could bring our August sales up to equal those of the other months.

"He laughed at me. Always before they have fallen off about twenty per cent.

"But I am going to do it--if you'll help me."

Then the sales manager went on with a special offer; it was a legitimate offer which made a real inducement that proved one of the most successful the firm ever put out.

SCHEME 3--LOW PRICES DURING DULL SEASONS

In making a special price the prospect must be given some plausible reason and sincere explanation for the reduction. A special arrangement with the manufacturer, cleaning out of stock, an introductory offer--some valid reason; and then state this reason in a frank, business-like way, making the story interesting and showing where it is to the advantage of both the prospect and yourself.

"Just to keep my men busy during the dull season I will make an extra pair of trousers at the same price ordinarily charged for a suit, on orders placed during July and August."

This offer sent out by a merchant tailor brought results, for he had a good reason for doing an extra service--he wanted to keep his help busied during the quiet months and the customer took advantage of the inducement.

SCHEME 4--CUT PRICES IN EXCHANGE FOR NAMES

"If you will send us the names of your friends who might be interested" and "if you will show it to your friends" are familiar devices for they present a plausible excuse for cutting a price and serve the double purpose of giving the manufacturer or merchant new names for his mailing list. "A free sample if you send us your dealer's name" is reasonably certain to call for an immediate reply from most women, for they are always interested in samples.

Making a special introductory offer on some new device or appliance is certainly a legitimate reason for cutting the price. It is an inducement, moreover, that possesses a peculiar strength for a man likes to be the first one in his vicinity or in his line of business to adopt some improved method or system.

SCHEME 5--THE SPECIAL "INTRODUCTORY PRICE"

There can be no excuse for the carelessness that makes a "special introductory price," and later in the same letter or in a follow-up calls attention to the "many satisfied users in your section." Be sure your reason is real--then it rings true and incites prompt action like this offer:

The Wright Copy Holder sells the world over for $3.00. We are certain, however, that once you see the holder actually increasing the output of your own typist you will want to equip your entire office with them. So, for a limited time only, we are going to make you an introductory price of $2.25. Send to-day for one of these holders and give it a thorough trial. Then any time within thirty days, after you have watched the holder in actual use and seen it pay for itself, in actual increased output, order as many more as you want and we will supply them to you at the same introductory price of $2.25 each. After that time we must ask the regular price.

This is convincing. The prospect feels that if the holder were not all right it would not be sold on such terms, for the manufacturers expect that the one holder will give such satisfaction that it will lead to the sale of many more.

"Enclose $2.25 now in any convenient form and let the holder demonstrate for itself what it can save you every day. Don't wait until tomorrow--but send your order today--right now."

This is the closing paragraph and if you are at all interested in copy holders it is likely you will place an order "NOW." And if you don't and if the order is not placed within ten days, the offer may be extended for two weeks and after that a "ten-day only" offer may pull forth an order.

SCHEME 6--SPECIAL TERMS TO PREFERRED CUSTOMERS

A brokerage firm has found that a "Pre-public announcement special offer to preferred clients only" in placing stocks and bonds is a good puller. The recipient is flattered by being cla.s.sed with the "preferred clients" and is not unmindful of the opportunity of getting in on the proposition before there is any public announcement.

DATE _____________________