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Money Order
Making It Easy For The Prospect To Answer
Part V
Writing The Sales Letter
Chapter 21.
The mere
physical effort of hunting up pen and paper by which to send in an order for
SOMETHING HE REALLY WANTS, deters many a prospect from becoming a customer.
The man who sells goods by mail must overcome this natural inertia by
reducing the act of sending in an order or inquiry to its very simplest
terms--by making it so easy for him to reply that he acts while the desire
for the goods is still upon him. Here are Eighteen Schemes for making it
easy for the prospect to reply--and to reply NOW
* * * * *
There are few propositions so good that they will sell themselves. A man may
walk into a store with the deliberate intention of buying a shirt, and if
the clerk who waits on him is not a good salesman the customer may just as
deliberately walk out of the store and go to the place across the street.
Lack of attention, over-anxiety to make a quick sale, want of tact on the
part of the salesman--any one of a dozen things may switch off the
prospective customer although he wants what you have for sale.
Even more likely is this to happen when you are trying to sell him by mail.
He probably cares little or nothing about your offer; it is necessary to
interest him in the limits of a page or two and convince him that he should
have the article described.
And even after his interest has been aroused and he is in a mood to reply,
either with an order or a request for further information, he will be lost
unless it is made easy for him to answer; unless it is almost as easy to
answer as it is not to answer. A man's interest cools off rapidly; you must
get his request for further information or his order before he picks up the
next piece of mail.
It is a daily experience to receive a letter or a circular that interests
you a little--just enough so you put the letter aside for attention "until
you have more time." Instead of being taken up later, it is engulfed in the
current of routine and quickly forgotten. Had the offer riveted your
attention strongly enough; had the inducements to act been forceful; had the
means for answering been easy, you would probably have replied at once.
Make it so easy to answer that the prospect has no good reason for delaying.
Make him feel that it is to his interest in every way to act AT ONCE. Do the
hard work at your end of the line; exert yourself to overcome his natural
inertia and have the order blank, or the coupon or the post card already for
his signature. Don't rely upon his enthusing himself over the proposition
and then hunt up paper, pencil and envelope; lay everything before him and
follow the argument and the persuasion with a clincher that is likely to get
the order.
In making it easy to answer, there are three important elements to be
observed. You must create the right mental attitude, following argument and
reason with a "do it now" appeal that the reader will find it hard to get
away from. Then the cost must be kept in the background, centering attention
on the goods, the guarantee, and the free trial offer rather than upon the
price. And finally, it is desirable to simplify the actual process--the
physical effort of replying.
The whole effort is wasted if there is lacking that final appeal that
convinces a man he must act immediately. Your opening may attract his
attention; your arguments may convince him that he ought to have your goods;
reason may be backed by persuasion that actually creates in him a desire for
them, but unless there is a "do it this very minute" hook, and an "easy to
accept" offer, the effort of interesting the prospect is wasted.
* * * * *
SCHEME 1--A SPECIAL PRICE FOR A LIMITED PERIOD
The most familiar form of inducement is a special price for a limited
period, but this must be handled skillfully or it closes the gate against an
effective follow-up. The time may be extended once, but even that weakens
the proposition unless very cleverly worded; and to make a further cut in
price prompts the prospect to wait for a still further reduction.
* * * * *
BETTER LOOK AGAIN AND SEE IF YOU HAVE SIGNED YOUR NAME AND
WRITTEN YOUR TOWN AND STATE PLAINLY. WE GET LOTS OF ORDERS
EVERY YEAR THAT WE CAN'T FILL BECAUSE THE ADDRESS IS INCOMPLETE
OR ILLEGIBLE. IT IS BEST TO BE ON THE SAFE SIDE AND WRITE YOUR
NAME AND ADDRESS SO PLAINLY THAT THERE CAN BE NO POSSIBLE MISTAKE.
DID YOU?
YOU DON'T HAVE TO USE
BETTER KEEP AN
THIS ORDER SHEET. YOU O R D E R S H E E T
EXACT COPY OF THIS
CAN ORDER ANY OLD WAY
ORDER FOR FUTURE
YOU LIKE. BUT USING THIS
REFERENCE.
WILL SAVE US BOTH SOME
BOTHER
* *
* *
*
BE SURE TO ALWAYS SIGN THE MORE CAREFUL YOU ARE KEEP A COPY
OF
YOUR NAME AND ADDRESS. TO FILL OUT THE FOLLOWING THE ORDER AND IF
WE GET LOTS OF ORDERS BLANKS CAREFULLY AND
YOU DO NOT HEAR
WITH NO SIGN OF NAME CLEARLY, THE MORE CERTAIN FROM US
IN A
OR ADDRESS. IF YOUR WE ARE TO GET YOUR ORDER
REASONABLE
SHIPPING STATION IS FILLED PROMPTLY AND
LENGTH OF TIME,
DIFFERENT FROM YOUR CORRECTLY. WE'RE ALL LONG
WRITE US AND
POST OFFICE BE SURE RANGE MIND READERS AND
TELL US JUST
TO GIVE BOTH
CAN GENERALLY PUZZLE OUT WHAT YOU ORDERED
HOW AN ORDER IS MEANT TO AND WHEN YOU
BE BUT IT TAKES LOTS OF ORDERED IT
GUESS WORK
VALUE OF ORDER $
|cents
DATE_______ ---------------------------|---
NAME____________________________ PAID BY P.O. MONEY ORDER |
STREET OR RURAL ROUTE___________ PAID BY EXP. MONEY ORDER |
POST OFFICE_____________________ PAID BY DRAFT
|
COUNTY__________________________ PAID By CHECK
|
SHIPPING STATION________________ PAID IN CURRENCY
|
WHAT RAILROAD PREFERRED_________ PAID IN SILVER
|
WHAT EXPRESS CO PREFERRED_______ PAID IN STAMPS
|
TOTAL AMOUNT PAID |
MARK IN SQUARE WHICH WAY YOU WANT -------------------------------
THIS ORDER SENT___MAIL__EXPRESS PLEASE DON'T WRITE IN THIS SPACE
__FREIGHT
OPENED BY_____BOOKED BY_____
O'K'D BY______TAGGED BY_____
SHALL WE USE OUR BEST JUDGMENT AS
ROUTING_____________________
TO MANNER OF SHIPPING AND ROUTING?____
IF OUT OF VARIETY ORDERED HAVE WE
YOUR PERMISSION TO SUBSTITUTE EQUAL
OR BETTER ______ IN NEAREST VARIETY
------------------------------------------------------------------
BU|QTS|LBS|PTS|OZ|PKTS|NO|ARTICLES WANTED
|VALUE
------------------------------------------------------------------
_________________________________________________|$______|cents___
_________________________________________________|$______|cents___
_________________________________________________|$______|cents___
_________________________________________________|$______|cents___
* * * * *
This order sheet simplifies ordering and assures accuracy. On the reverse
side are printed several special offers, to which reference may readily be
made. The sheet is made to fold up like an envelope and when the gummed
edges are pasted down enclosures are perfectly safe
* * * * *
On some propositions the time limit can be worked over and over again on
different occasions like special store sales. A large publishing house
selling an encyclopedia never varies the price but it gets out special
"Christmas" offers, "Withdrawal" sale offers, "Special Summer"
offers--anything for a reason to send out some new advertising matter making
a different appeal. And each proposition is good only up to a certain time.
The letters must be mailed and postmarked before midnight of the last day,
and this time limit pulls the prospect over the dead center of indecision
and gets his order. The last day usually brings in more orders than any
previous week.
* * * * *
FILL OUT AND MAIL THIS COUPON
TO CHICAGO SUPPLY CO.
I AM INTERESTED IN ___________________________________
______________________________________________________
______________________________________________________
SEND ME FREE OF COST
MAMMOTH ILLUSTRATED 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 advertisements 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 surpassed 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 Saturday 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 classed with the "preferred clients" and is
not unmindful of the opportunity of getting in on the proposition before
there is any public announcement.
* * * * *
DATE _____________________
WILSON SAFETY RAZOR CO.
DEAR SIRS:--PLEASE SEND ONE STANDARD WILSON SAFETY RAZOR (PRICE $3.00)
VERY TRULY YOURS. (YOUR) NAME _______________________ STREET AND NO
_____________________ CITY ______________ STATE _________
------------------------------------------------------------------
IF THE RAZOR IS TO BE SENT THROUGH YOUR DEALER FILL OUT BELOW (DEALER'S)
NAME ___________________ ADDRESS ___________________________ CITY
______________ STATE _________
IF YOU PREFER THAT WE SEND RAZOR DIRECT TO YOU, PLEASE ENCLOSE REMITTANCE IN
EITHER OF THE FOLLOWING FORMS CASH (REGISTERED MAIL), MONEY ORDER, NY BANK
DRAFT CHECK
THE WILSON SAFETY RAZOR CO OR THE DEALER WHO EXECUTES THIS ORDER IN
ACCEPTING THE $3.00 FOR THE SAFETY RAZOR AGREES WITH THE PURCHASER THAT IT
IS SOLD ON 30 DAYS TRIAL WITHOUT ANY OBLIGATION OR LIABILITY FOR USE DURING
THAT PERIOD. IF FOR ANY REASON THE PURCHASER DESIRES TO RETURN IT WITHIN
THAT PERIOD THE SELLER UPON SHALL UPON RECEIPT THEREOF REFUND THE $3.00
THE WILSON SAFETY RAZOR CO.
* * * * *
This form of post card provides for two methods of ordering--the customer
may take his choice
* * * * *
In influencing prompt action the time element and the special price are not
the only "Act Now" inducements although they are the most common. A man had
written to a firm that makes marine engines for prices but the first two or
three letters had failed to call forth any further correspondence. So the
sales manager wrote a personal letter in which the following paragraph
appeared:
"In looking over our correspondence I notice that you are particularly
interested in a 2-horse power engine. I have an engine of that size on hand
that I think will interest you. We have just received our exhibits from the
Motor Boat Shows. Among these I noticed a 2 H.P. engine and remembering your
inquiry for this size engine, it occurred to me that this would make you an
ideal engine for your boat."
* * * * *
This was cleverly worded, for although the company would contend that the
exhibits were taken from stock, the possible buyer would feel confident that
the engine exhibited at the show had been tested and tried in every way. If
he were in the market at all, this would probably prove a magnet to draw an
immediate reply--for it is always easy to reply if one is sufficiently
interested.
SCHEME 7--HOLDING GOODS IN RESERVE
This "holding one in reserve for you" has proved effective with a typewriter
company:
"The factory is working to the limit these days and we are behind orders
now. But we are going to hold the machine we have reserved for you a few
days longer. After that we may have to use it to fill another order. Sign
and send us the enclosed blank to-day and let us place the machine where it
will be of real service to you. Remember it is covered by a guarantee that
protects you against disappointment. If you don't like it, simply return it
and back comes your money."
* * * * *
Bond brokers frequently use this same idea, writing to a customer that a
block of stock or a part of an issue of bonds had been reserved for him as
it represented just the particular kind of investment that he always
liked--and reasons follow showing how desirable the investment really is.
In one form or another this scheme is widely used. When the order justifies
the expense, a night telegram is sometimes sent stating that the machine can
be held only one day more or something like that. This only is possible on
special goods that cannot be readily duplicated.
In all these offers and schemes the price is kept carefully in the
background. Many firms never mention the price in the letter, leaving that
for the circular, folder or catalogue.
SCHEME 8--THE FREE TRIAL OFFER
Instead of the price being emphasized, it is the free trial offer or the
absolute guarantee that is held before the reader.
"Without even risking a cent you can use the Wilbur on your farm free for 30
days. We will ship it to you, freight prepaid, with the plain understanding
that, should the Wilbur not come up to every claim we make for it, we will
take it off your hands, for we don't want anyone to keep the Wilbur when he
is not satisfied with it. Thus, we agree to pay ALL charges and take ALL
risk while you are testing and trying the Wilbur for one whole month.
"You see, we have a great deal of confidence in the Wilbur or we could not
afford to make you this square and generous offer, which leaves it entirely
to you to say whether or not the Wilbur Fanning Mill is a practical and
money-making success. Since the 30 days' free trial proposition puts you to
no risk whatever, you should take advantage of this opportunity and have a
Wilbur shipped right away on the free trial basis.
"To prove it, all you have to do is to fill in, sign and mail this card.
After 30 days you CAN return the machine if you are willing."
* * * * *
Not a word about price. All about the free trial and the fact that you are
to be the judge of the machine's value.
And not only the free trial but the absolute guarantee is emphasized. "Your
money back if not satisfactory" is the slogan of every successful mail-order
house. Frequently a facsimile of the guarantee accompanies the letter;
always it is emphasized.
SCHEME 9--THE "YOUR MONEY BACK" OFFER
A manufacturer of certain machines for shop use wastes little time in
describing the machine or telling what all it will do. The broad assertion
is made that after a month's use it would not be sold at the price paid for
it, and instead of arguing the case and endeavoring to prove the statement,
the company strives to make it easy to place a trial order. Here are two of
the three paragraphs that make up one of its letters:
"To prove it, all you have to do is to fill in, sign and mail this card.
After 30 days you MAY return the machine if you want to.
"Try it out. Never mind what we might SAY about the uses your shop men would
be getting out of it--FIND OUT. It is easy. Just send the card."
* * * * *
This is simplicity itself. The writer does not put us on the defensive by
trying to argue with us. We are to be the judge and he compliments us by the
inference that we "don't need to be told" but can judge for ourselves as to
whether it is worth keeping. The price is held in the background and the
actual ordering is nothing more than to sign a post card. There is no reason
at all why we should delay; we could hardly turn the letter over to be filed
without feeling that we were blind to our best interest in not replying.
SCHEME 10--THE DISCOUNT FOR CASH
Publishers of a magazine angle for renewals without boldly snatching for a
man's pocketbook, by this presentation:
"Simply tell us NOW to continue your subscription. Remit at your
convenience. Better still, wrap a $1.00 bill in this post card--and mail to
us today. We will send not only the twelve issues paid for, but will--as a
cash discount--extend your subscription an extra two months."
* * * * *
Here the cost is brought in almost as an afterthought, yet in a way that
actually brings the cash with the renewal.
"Fill out the enclosed order and the goods will be shipped at once and
billed in the regular way."
* * * * *
The payment is not in sight--it hasn't yet turned the corner. "Billed in the
regular way" catches our order where we would postpone action if it meant
reaching down into our pockets and buying a money order or writing out a
check. The payment looks afar off--and it will not seem so much if the
account is paid along with the rest of the bills at the first of the month.
SCHEME 11--THE FIRST INSTALLMENT AS A "DEPOSIT"
Where goods are sold on "easy terms" and a first payment required, many
correspondents refer to the remittance as a "deposit." In the strong
guarantee it is expressly stated that in case of dissatisfaction, the
"deposit" will be returned.
Even the deferring of the payment a few days helps to pull an order. It is
not that a man is niggardly or that he does not want the article but it is
the desire, rooted deep in human nature, to hold onto money after it has
been hard earned.
"To facilitate your prompt action, I am enclosing a convenient postal card
order. Our shipping department has had instructions to honor this as readily
as they would your check. There is no need to send the customary initial
payment in advance. Simply sign and mail the enclosed card; when the file
comes, pay the expressman the first payment of $2.00."
* * * * *
Here the payment was very small and it was deferred only a few days, but
long enough to make it seem easier, and the orders were much larger than
when cash was required with the order.
SCHEME 12--SENDING GOODS FOR INSPECTION
"Take no risk" is the reassuring line in many advertisements and letters.
"Send no money--take no risk. We do not even ask you to make a deposit until
you are satisfied that you need the Verbest in your business. Simply send
the coupon today and the Verbest goes forward at our risk."
Such offers pull best when simply worded and contain some such phrase as
"Without obligation on my part, you may send me." It gives reassurance that
there is no catch and inspires the confidence that is the basis of the
mail-order business.
Then there is the argument that the device or equipment will pay for
itself--a powerful leverage when rightly applied.
Here is the way the manufacturer of a certain machine keeps the cost in the
shadow:
"There is no red tape to go through. Simply sign the enclosed blank and
forward to-day with the first payment of $3.00. The Challenge will go
forward promptly. And the balance you can pay as the machine pays for
itself--at the rate of seventeen cents a day."
* * * * *
Simple, isn't it? You forget all about the cost. The paragraph is a cleverly
worded "Do it now" appeal and the cost is kept entirely in the background.
SCHEME 13--THE EXPENSE VERSUS THE INVESTMENT ARGUMENT
A companion argument is that the device is not an expense but an investment.
Here there is no attempt to put the cost price in the background but to
justify the outlay as a sound investment--a business proposition that is to
be tested by the investment standard. This is a strong argument with the
shrewd business man who figures the value of things not on the initial cost,
but upon the profits they will earn and the dividends they will pay.
The whole proposition must be shaped in such a way that it is easy for the
prospect to buy. He must want to buy--and the experienced correspondent
realizes that every word and phrase must be avoided that is capable of being
misconstrued. There are no details so small that they do not have a bearing
on the success of a campaign.
SCHEME 14--THE RETURN POSTAL FILLED IN FOR MAILING
And now that you have made clear your proposition and shown your proof, now
that you have led your prospect to the buying point, the next step is to
make him send you the order. And the only way to do this is to follow the
example of the good salesman: put the pen in his hand, your finger on the
dotted line, and slip the order blank before him. The salesman does these
things because he knows that he might lose the sale if he asked his prospect
to hunt up a pen, a letterhead and some ink. He knows the value of making it
easy to buy. And in selling by mail you must do the same. Don't guide him on
to a decision to order and then leave him at sea as to how to do it. Show
him exactly what to do. It is easy enough simply to say, "Write me a
letter," or, "send me $2.00." The very man you want most to sell may not
know how to write a clearly worded order. Even if he does, the fact that you
ask him to go to the trouble of getting his writing materials may serve to
postpone the act and lose him the desire to buy. So give him the order ready
to sign, with as few changes as possible required. And give him an addressed
return envelope to send it in. If no money is to be sent with the order, put
it on a post card. "Sign and mail the card" borders on the extreme of
simplicity in buying.
You cannot be too simple in your method of soliciting orders. If your
proposition will admit of saying, "Pin a dollar bill to this letter and
mail," say it. If more details are needed, make them as simple as possible.
* * * * *
JOHNSON DYE ORDER AND COIN CARD
(BE SURE TO ADDRESS YOUR
ENVELOPE VERY PLAINLY)
JOHNSON DYE COMPANY
BOSTON, MASS.
SEND ME __ PACKAGES OF JOHNSON DYES, AT TEN CENTS EACH, AS
MARKED IN THE ORDER BLANK BELOW. I ENCLOSE IN THIS COIN ENVELOPE
BELOW, TOTAL
SIGN VERY PLAINLY
_______ CENTS
NAME______________________________________
ADDRESS_________NUMBER, STREET, OR BOX, POST OFFICE, COUNTY, STATE
------------------------------------------------------------------
DON'T FAIL TO FILL OUT THIS [words behind HAS HE
(ANY) JOHNSON
drawing of DYES FOR WOOL?_____
MY DEALER'S NAME_________ envelope]
HAS HE (ANY) JOHNSON
DYES FOR COTTON?____
ADDRESS__________________
HAS HE THE JOHNSON
DYE COLORS ORDERED
WRITE PLAINLY
BELOW? _____
-------------------------
--------------------
JOHNSON DYES
JOHNSON DYES
FOR WOOL
FOR COTTON
_______LIGHT BLUE
_______LIGHT BLUE
_______DARK BLUE
[Envelope: PUT _______DARK BLUE
_______NAVY BLUE
YOUR MONEY, COIN _______NAVY BLUE
_______BROWN
OR BILL IN HERE] _______BROWN
_______SEAL BROWN
_______SEAL BROWN
_______GREEN
_______GREEN
_______DARK GREEN
_______DARK GREEN
_______PINK
_______PINK
_______SCARLET
_______SCARLET
_______CRIMSON
_______CRIMSON
_______CARDINAL RED
_______CARDINAL RED
_______TURKEY RED
_______TURKEY RED
_______GARNET
_______GARNET
_______BLACK
_______BLACK
_______PURPLE
_______PURPLE
_______YELLOW
_______YELLOW
_______ORANGE
_______ORANGE
_______GRAY
_______GRAY
* * * * *
A manila enclosure that contains a small envelope suitable for sending coins
or bills. The directions not only cover all points on the order but give the
company information for its follow-up
* * * * *
SCHEME 15--THE MONEY ORDER READY FOR SIGNATURE
If you want him to send a money order, help him to get it by enclosing a
money order application filled in except for his name.
Avoid the possibility of giving the order blank a legal appearance. Simply
have the order say, "Send me ----" and as little more as is necessary. Show
the prospect that there are no strings or jokers in your blank. Make it so
simple that there is no possibility of misunderstanding its terms.
If the article is one that is sold in much the same way to every purchaser,
it is best to print the entire order, leaving only the date line and the
signature line blank. If the purchaser has to choose between two styles of
the article or between two quantities, the order blank may be printed, so
that the quantity not wanted may be crossed out.
SCHEME 16--ORDERING BY MARKS
In dealing with an unlettered class of people, it is well to put a footnote
in very small type under optional lines or words and to instruct the
purchaser to "Cross out the style you do not want" or "Put an X opposite the
quantity ordered."
In case of articles that are sold for cash and also on the easy payment
plan, it is better to have two separate order blanks printed on different
colors of paper, one plainly headed "Cash Order Blank," and the other "Easy
Payment Order Blank." Avoid the "Installment Plan." The name has lost
standing of late; the wording "Easy Payment Plan" is better and more
suggestive.
SCHEME 17--THE COIN CARD
The coin-card method is a winner for sales under a dollar. The card, with
its open holes inviting the quarter or the fifty-cent piece, and the order
blank printed conveniently on the flap--captures much loose money.
The post office department will furnish money order applications with the
name of the advertiser printed in the proper spaces. These printed
applications should be sent for the prospect's convenience in cases where a
money order is likely to be used. They insure that the advertiser's name
will come before postmaster's written in the preferred form, and they also
relieve much of the hesitancy and embarrassment of the people that do not
know how to make out an application.
SCHEME 18--SENDING MONEY AT THE OTHER FELLOW'S RISK
One of the best schemes for easy ordering invited the reader to fold a
dollar bill in the letter "right now" and mail the letter at the risk of the
firm. That effective closing removed the tendency to delay until a check or
a money order could be secured. It took away the fear of loss in the mails.
It largely increased the returns of the letter.
It is sometimes an excellent plan to suggest that the reader sign and mail
at once a postal card that is enclosed. If there is an inch or two of space
at the bottom of the letter, a blank order or request may be written there
that needs only a signature to make it complete. In the closing paragraph,
direct the reader to sign and return the slip.
An addressed envelope should always be enclosed. It will not always be used,
but it will be used by most people, and it assures the correct address and
facilitates the handling of incoming mail.
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