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Post Card
Bringing In New Business By Post Card
Part V
Writing The Sales Letter
Chapter 20
Methods of
soliciting trade by mail are not confined to the letter or printed circular.
The postal regulations are sufficiently broad to allow a generous leeway in
the size and shape of communications that may be sent by mail, and as a
result, a new field of salesmanship has been opened by the postal card.
Folders, return- postals and mailing cards have become part of the regular
ammunition of the modern salesman, who has adapted them to his varied
requirements in ways that bring his goods before me "prospect" with an
emphasis that the letter often lacks--and sometimes at half the cost
* * * * *
The result-getting business man is always asking the reason why. He demands
that a method, especially a selling plan, be basically right; that it have a
principle behind it and that it stand the microscope of analysis and the
test of trial.
There are three reasons why the postal card is a business-getter.
Did you ever pause while writing a letter, sit back in your chair, and
deplore the poverty of mere words? Did you ever wish you dared to put in a
little picture just at that point to show your man what you were trying to
say? Of course you have if you have ever written a letter. That is reason
one.
Did you ever watch a busy man going through his morning's mail? Long letters
he may read, short letters he is sure to glance through, but a post card he
is certain to read. It is easy to read, it is to a degree informal and it is
brother to a call on the 'phone. That is reason two.
And the third reason is that no matter what the principles behind it, by
actual test it brings the business.
While primarily the postal mailing card is intended to aid the letter in
many ways it does what the letter can never do. It can carry a design or an
illustration without the least suggestion of effrontery, which a letter can
not do without losing dignity. It can venture into clever schemes to cinch
the interest. It is the acme of simplicity as means to win an inquiry. And
withal it does its work at less cost than the letters.
In general postal mailing cards may be classed as of three types:
1. THE DOUBLE OR RETURN POST CARD. This consists simply of two ordinary post
cards attached for convenience in mailing, sometimes closed at the loose
edges by stickers but usually left open. The one carries the inquiry-seeking
message; the other is for the reply. It is already addressed for returning
and contains on the opposite side a standardized reply form to be signed.
2. The two or three or four FOLDER MAILING CARD. This gives greater space
and opportunity for cleverness of appeal through design. The third or fourth
fold may or may not be prepared for use as a reply card. Instead of
providing for the reply in this way, some of these folders hold a separate
card by means of corner slots. In any case they fold to the size of the
ordinary postal and are held by a stamp or sticker.
3. ILLUSTRATED PERSONAL LETTERS. These are in effect simply letters printed
on heavier stock which fold into post card size. Their advantage lies in the
opportunity for illustration and an outside design or catch phrase to win
attention. In some cases they are even filled in exactly in the manner of a
form letter.
Which of these forms is best suited to your uses is a matter which the
nature of your proposition and your method of selling must determine.
Whether you want to tell a long story or a short one, whether you want it to
serve merely as a reminder or as your principal means of attack, these and
other points must guide you. So to help you determine this, it is best to
consider the post card here on the basis of its uses. There are four:
1. To get inquiries.
2. To sell goods; to complete the transaction and get the order just as a
letter would.
3. To cooperate with the dealer in bringing trade to his store.
4. To cooperate with the salesman in his work on dealer or consumer.
Inquiries may be inspired in two ways--either by using a very brief double
card or folder which tells just enough to prompt a desire for more
information or by a post card "letter" series which works largely on the
lines of letters enclosed in envelopes. In the first instance the card or
folder resorts to direct pertinent queries or suggestions of help that impel
the reader to seek more details.
An addressing machine manufacturer, for instance, sends his "prospects" a
double folder with a return post card attached This message is little more
than suggestive:
"Do you know that there is one girl in your addressing room who can do the
work of ten if you will let her? All she needs is a Regal to help her. Give
her that and you can cut nine names from your pay roll today. Does that
sound like good business? Then let us tell you all about it. Just mail the
card attached. It puts you under not the slightest obligation. It simply
enables us to show you how to save some of your good dollars."
* * * * *
Such a card is virtually an inquiry-seeking advertisement done into post
card form to insure reaching the individual. And for this reason it may be
well to carry a design or illustration just as an advertisement would. A
life insurance company has made good use of a post card folder, building it
up around its selling point of low cost. The outside bears a picture of a
cigar and the striking attention-getter "At the cost of Your Daily Smoke--"
the sentence is continued on the inside"--you can provide comfort for your
family after you are gone, through a policy." Then follows enough sales talk
to interest the prospect to the point of urging him to tear off and send the
return card for full information.
Many propositions can be exploited in this way. In other instances a much
more complete statement must be made to elicit a reply. Here the illustrated
personal letter comes in
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