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Progressive Business
Getting A Uniform Policy And Quality In Letters
Part IV
The Dress Of A Business Letter
Chapter 14
Every
correspondent naturally reflects his own personality in his letters. His
distinguishing characteristics, good, bad and indifferent, inevitably tend
to find expression in his correspondence--UNLESS THOSE TENDENCIES ARE
GUIDED. That is exactly what the modern business house does. It directs the
work of its correspondents by means of general and specific rules as well as
by instruction in the policies of the house until ail of its letters are
uniform in quality and bear the stamp of a consistent personality--the
personality of "the house"
* * * * *
A number of years ago, the president of a company manufacturing carriages
felt that he was not getting adequate results for the money he was spending
in the mail sales department. One day he called a meeting of all his
correspondents and asked each man what arguments he used in writing to
prospects. He discovered that eight correspondents were using eight
different lines of talk. One emphasized this feature of the carriage, a
second based his argument on another feature, and no two correspondents were
reaching prospects from the same angle or making use of the same arguments.
"Here are eight different approaches," said the president. "It is certain
that one of these must be more effective than the other seven. They can't
all be best. It is up to us to test them out and determine which one is best
and then we will all use it."
When the proposition was presented in this way, it was so elementary that
everyone wondered why it had not been thought of before. A series of tests
followed with the different arguments and presentations and by a process of
elimination the company proved conclusively which was the strongest
approach. Then all of the correspondents used it in the first letter and the
second strongest argument was used in the second letter, and so on through
the follow-up. It was no longer left for each man to develop his arguments
and his selling talk according to his own ideas. Through tests, consultation
and discussion, every point was considered and all the correspondence was on
the same level.
By adopting a uniform policy the efficiency of the sales department was
increased, the quality of the letters was raised and the work was handled
more expeditiously and more economically.
One cannot write to all his customers and prospects; that is why it is
necessary to have correspondents in the various departments. It is an easy
matter to adopt rules and establish policies that will make their letters of
a much higher standard and give them greater efficiency than if each went
his own way without rule or regulation to guide him. Every correspondent
represents the house in a dignified manner and handles the subjects
entrusted to his care in a way that will reflect the best thought and the
most successful methods of the house. Not everyone can be developed into a
master correspondent but it is possible to establish a policy and enforce
rules that will give quality and at least a fair measure of salesmanship to
all letters.
Many businesses have grown so rapidly and the heads have been so absorbed in
the problems of production and extending markets that little time or thought
has been given to the work of the correspondents. And so it happens that in
many concerns the correspondence is handled according to the whims, the
theories and the personality of the various men who are in charge of the
different departments. But there are other concerns that have recognized the
desirability of giving individuality to all the mail that bears a house
message. They have found that the quality can be keyed up and the letters,
even though they may be written in a dozen different departments, all have
the family resemblance and bear evidence of good parentage.
And it may be certain that when all the letters from a house impart this
tone, this atmosphere of quality and distinction, it is not because of
chance. It is not because the correspondents all happen to use a similar
policy. Such letters imply a deliberate, persistent, intelligent effort to
keep the correspondence from falling below a fixed level. Such a policy
represents one of the finer products of the process of systematically
developing all the factors in modern business--the stamping of a strong
individuality upon all of the correspondence of a large organization.
To secure this uniformity in policy and in quality, it is necessary to adopt
a set of clear, comprehensive rules and to impress upon the correspondents
the full significance of the standing, the character and the traditions of
the house.
There are certain tendencies on the part of some correspondents that can be
overcome by a general rule. For instance, there are the correspondents who
try to be funny in their letters. Attempts at humor should be forbidden for
the day has gone when the salesman can get orders by telling a funny story.
Another correspondent may deal too largely in technicalities in his letters,
using words and phrases that are not understood.
Then there is the correspondent who has an air of superiority in his letters
and writes with impudence and his letters suggest a condescension on his
part to explain a proposition; or the complaint department may have a man
who grants an allowance or makes an adjustment but puts a sting into his
letter that makes the reader wish he had never patronized the house. All
such tendencies may be eradicated by a set of rules giving specific
instruction on how to handle every point that comes up and the attitude that
is to be assumed in answering complaints, collecting accounts, making sales,
and so forth.
And in order to have the letters reflect the house, rules have been adopted
in some cases that cover every conceivable point from a broad policy in
handling arguments to a specific rule regarding the use of commas.
For instance, it is no longer left to the discretion of the correspondent to
start his letter "John Smith." A rule provides that all letters shall begin
"Mr. John Smith." For the sake of dignity, a western mail-order house
decided to use "Dear Sir" and "Dear Madam" in the first three letters that
went to a customer. But on the third and succeeding letters this house uses
the salutation "Dear Mr. Smith" or "Dear Mrs. Smith."
This is a matter of policy, a rule that will keep the letters up to a fixed
standard.
* * * * *
Page from One Firm's Book of Rules:
In a long letter, or where two or more subjects are treated, each subject
must be introduced with an appropriate subhead.
All letters, long or short, must carry a general subject head between the
address and the first paragraph. This general head and the subheads must be
in capitals, underscored with a single line, and as nearly as possible in
the middle of the sheet from right to left.
Carefully avoid even the appearance of sarcasm.
Be wary of adjectives, particularly superlatives. "Very," "great,"
"tremendous," "excellent," etc., have marred many an otherwise strong phrase
and have propped needlessly many a good word, all-sufficient of itself.
Never use the first personal pronoun "I" when writing as Blank Company. "We"
is the proper pronoun. Where a personal reference is necessary, "the writer"
may be used; but even this should be avoided wherever possible.
Don't forget that certain small words are in the language for a purpose.
"And," "a," "the," are important, and their elimination often makes a letter
bald, curt, and distinctly inelegant.
Carefully avoid such words and stock phrases as "beg to acknowledge," "beg
to inquire," "beg to advise," etc. Do not "beg" at all.
Do not say "kindly" for "please."
Do not say "Enclosed herewith." Herewith is superfluous.
Do not "reply" to a letter; "answer" it. You answer a letter and reply to an
argument.
* * * * *
In determining a uniformity in policy and quality, the rules may be grouped
in three classes: those which determine the attitude of the writer; those
that relate to the handling of subject matter; and then there are specific
rules, such as the style of paper, the salutation, the subscription,
signature, and so forth.
The attitude and policy of the house must be determined according to the
nature of the business and the ideas of the management. The same rules will
not apply to all houses but this does not lessen the desirability of an
established policy. For instance, one large corporation, selling entirely to
dealers and to large contractors, forbids the use of the first person
singular. Under no consideration is the correspondent permitted to say "I".
And if a personal reference is absolutely necessary, he must refer to "the
writer". The rule is to say "we" and the correspondents are urged to avoid
this personal pronoun, using the name of the company, as, "It has always
been the practice of the Workwell Company," and so on.
Most mail-order houses, on the other hand, get just as far away from this
formal attitude as possible. 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. This does not mean merely the matter of
the signature, but the entire attitude of the letter. "Address your reply to
me personally" is the spirit of these firms--a policy that has been adopted
after tests have demonstrated that it is the one appeal most effective with
the average mail-order customer.
A large concern aims to make its points stand out more clearly by having the
arguments presented in a one, two, three order, and each paragraph is
introduced with a subject printed in capitals at the beginning of the first
line, such as Location, Terms, Guarantee. This company, dealing in lands,
usually finds it necessary to write rather lengthy letters and the subject
heads serve as guide-posts and tend to concentrate attention.
One firm has barred all superlative adjectives, not merely to guard against
exaggeration but because the superlative degree lacks conviction. The
statement that "This is the best collar ever made" is not believed, but to
say that it is a "fine" collar or a "good" collar for it is five-ply, and so
forth, rings true. It is a better selling talk and so the superlative is not
permitted.
Then there are other general policies that concerns have adopted, such as a
rule that the price of articles cannot be mentioned in a letter. A printed
enclosure gives this information and reference may be made to it, but the
dollar mark does not appear in the letter itself. This policy has been
adopted to emphasize upon readers the fact that the company quotes but one
price to all, and it makes an effective selling talk out of the point that
special discounts and "inside prices" are never given. As confidence is
always the first essential in building up a mail-order business, this policy
has done much towards increasing the standing and reputation of the houses
using it.
And then come certain specific instructions covering a multitude of details.
For instance, the style of paper is a matter that progressive business
houses no longer ignore. The policy of the house may be revealed in the
envelope and letter paper before one has had time to read even the date
line. Some firms provide different grades of stationery for different
departments, the sales letters going out in a much finer dress than letters
from other departments.
The style to use is largely a matter of personal taste and preference. The
significant thing is not in the kind that is used by certain companies but
the fact that progressive business houses now appreciate the necessity for a
uniformity in stationery and in the manner of handling it.
Harmony of color is especially desirable--the tint of the paper, the color
of the lithographing, embossing or printing, the color of the typewriter
ribbon used and the color of the ink used in signing. None of these points
are too small to be considered in the progressive business houses today.
The closing is no less important than the opening and most rule books
relieve the correspondent of all responsibility in deciding on what
subscription to use or how to sign the letter. For instance, he is told that
the house policy is to close with "Yours truly" and that the name of the
company is written with the typewriter followed by the signature of the
writer and his title, such as "President," or "Sales Manager."
A publishing house in the east for years clung to the established policy of
having all letters go out in the name of the president. But it was finally
decided by the executive committee that this policy tended to belittle the
house, for it was obvious that no institution of any size could have all its
mail handled directly from the president's office. It was argued that if the
president's name were used only occasionally, greater prestige would be
given to the letters that actually came from his office, and thereafter
letters were signed by different department heads as "Manager of Sales,"
"Advertising Manager," "Managing Editor," "Manager of Collection
Department," and so forth.
And just so one could go through the book of rules of any business house and
find a good reason for every policy that has been adopted. For while it is
desirable to have a "family resemblance" which is possible only through
established rules, and while letters written under specific instructions
have added dignity and character, yet there is back of each rule some
additional significance, the force of some tested argument, the
psychological effect of some timely suggestion.
No longer do large manufacturing and mercantile houses send out their
salesmen and allow each one to push his line as he sees best. Many concerns
require the salesmen to take a regular course of training to learn
thoroughly the "house" attitude, and they are given instructions on the best
way to present arguments and overcome objections--just so the men who sell
by letter are now instructed in the best methods for getting results.
The best way to secure a uniform policy is a practical question. Some houses
employ a correspondent expert to spend a few weeks in the correspondence
department just the same as an expert auditor is employed to systematize the
accounting department. In other houses the book of rules is a matter of
evolution, the gradual adding of new points as they come up and as policies
are tried out, a process of elimination determining those that should be
adopted. In some concerns the correspondents have regular meetings to
discuss their problems and to decide upon the best methods of meeting the
situations that arise in their work. They read letters that have pulled,
analyze the arguments and in this way try to raise the quality of their
written messages.
While it must be admitted that some men have a natural faculty of expressing
themselves clearly and forcibly, the fact remains that letter writing is an
art that may be acquired. It necessitates a capacity to understand the
reader's attitude; it requires careful study and analysis of talking points,
arguments and methods of presentation, but there is no copyright on good
letters and any house can secure a high standard and be assured that distant
customers are handled tactfully and skillfully if a uniform policy is worked
out and systematically applied.
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