Chapter XV: Business Letters (2)

The manager of a retail establishment says: "We never
refuse to refund money. If a dissatisfied customer
returns a purchase, before we ask what the trouble is
we refund his money gladly. When he is free to walk
out of the store with his money, we try to find the
source of the trouble. Generally we can adjust the
difficulty and make a sale."

2. State the advantage in the policy of a large clothing concern which follows the sale of every suit or overcoat with a letter to the customer, asking him whether the purchase is proving satisfactory.

3. Write such a letter.

=Exercise 236=

1. Conrad H. Harwood of 122 Winter Street, Vandalia,
Ill., writes to Wilson, Black & Co., manufacturers of
shoes, 100 Second Street, Lynn, Mass., asking why they
are not sending his order of ---- (the goods ordered)
of ---- (date). He is losing sales because of the
delay. If the goods are not received before ----,
Harwood will cancel the order.

2. Wilson, Black & Co. acknowledge the receipt of
Harwood's letter and say that this is the first notice
they have received of such an order. The first letter
must have miscarried. They have shipped the goods. Be
very courteous.

=Exercise 237=

1. C. F. Gardner, a merchant of 432 Puyallup Ave.,
Tacoma, Wash., has received notice from the C.M. &
P.S.R.R. freight office that a box of goods has
arrived from Messrs. Fiske & Jones, Detroit, Mich.
Gardner ordered the goods a month ago. He writes
Messrs. Fiske & Jones that he refuses to accept the
goods because of the delay. He has bought elsewhere in
the meantime.

2. Fiske & Jones apologize for the delay and explain
that it was due to the unreliability of one of their
shipping clerks, who has since been discharged. They
had known nothing of the matter until Gardner's letter
of complaint arrived. They assure him that he will
never suffer another such inconvenience.

3. Fiske & Jones telegraph the C.M. & P.S.R.R. to
return the goods at Fiske & Jones's expense. Write the
telegram.

=Exercise 238--Letters of Application=

A letter of application usually has three parts. In writing such a letter, first, tell where you saw the advertisement and apply for the position; second, tell your qualifications and give your references; third, end the letter appropriately, possibly asking for an interview.

This is a difficult kind of letter to write. Not only should it be neat in appearance and clearly written, but it should also be so carefully worded that it will show enough of the writer's individuality to distinguish it from a form. Be neither hesitant nor bold, but tell your qualifications in a simple, straightforward way.

Study the following letters. Are they convincing? Do they show the personality of the writers, or are they mere forms?

1

Gentlemen:

Your advertisement in to-day's Record for a salesman
who knows the tea and coffee business interests me. I
should like you to consider my application for the
position.

Since my graduation from the Blank High School, four
years ago, I have been employed as salesman for the
Economy Wholesale Coffee Co., a firm doing business in
this city and its outlying districts. During these
four years I have gathered a wide knowledge of the
principles of the buying and selling of coffees and
teas and of the grades and blends of both, just the
training, it seems to me, that you wish to secure.

You may depend upon my taking an active interest in
your business, because I have an intense desire to
advance. I myself vouch for my honesty and
earnestness, and Mr. Robert Brown of the firm
mentioned above has assured me that he will supply you
with any information that you may wish as to my
character or ability. He endorses my desire to secure
a broader opportunity.

If the position that you have to offer is one in which
there is a real future for an energetic, capable man,
I should like to have an interview with you.

Yours very respectfully,

2

Dear Sir:

I am answering your advertisement in to-day's Record
for a clerk because I wish to get started in the
wholesale dry goods business, my idea being to work
into the sales department. If the position that you
advertise affords such an opportunity, I wish to apply
for it.

I have had a little experience in the retail dry goods
business, having worked as clerk for Mr. Amos Jones of
this city during the past two summers. What I have
seen and learned of the business makes me feel that I
have ability as a dry goods salesman. I shall be glad
to work hard in a clerical position if only I get a
chance to learn and to advance.

I am eighteen years of age and have just graduated
from the Blank High School, where I took the four-year
commercial course. This, as you know, includes
business arithmetic, bookkeeping, and some business
practice. During the last two years I was business
manager of the high school paper. This position gave
me considerable experience in handling details rapidly
and in soliciting advertising. It is this latter
experience that makes me feel that I would have
success in selling.

I am confident that I can please you, and I should be
grateful if you will grant me an interview. Mr. Amos
Jones, 815 E. 47th St., will be glad to give you any
information that you may wish as to my work, and if
you desire I can furnish other references.

Yours respectfully,

=Exercise 239=

Apply for the following positions:

1. OFFICE MAN--who can handle correspondence and
general office work for growing North side
manufacturing company. Good opportunity for the right
man. State experience and salary expected. Address A.
H. Stanton, 17 Elm St.

2. MAIL ORDER MAN--up-to-date, experienced; must have
ability and be capable of handling a large volume of
correspondence; must also be a pusher and
systematizer. In reply give references, age, and
detailed experience. Address X. W. 291 News.

3. AMBITIOUS YOUNG MEN--who are willing to start at
the bottom to learn steel and iron business; must be
high school or college graduates, or have equivalent
education, and furnish exceptional references; very
good opportunity for the future. Address A. F. 361
Times.

4. BRIGHT YOUNG MAN--for office work in large
manufacturing plant, Northwest side; must be neat,
quick, and accurate at figures. State age, experience,
and salary expected. Address J. F. Holtz & Co., 320 W.
Exchange St.

5. OFFICE CLERK--a girl who can write a plain, rapid,
legible hand; desirable, permanent position, and
excellent chance for advancement. Give age,
experience, if any, and where formerly employed.
Salary $6.00 to start. Address T. P. 514 Chronicle.

6. HELP WANTED--salesman having established trade on
rubber or leather footwear in Michigan, northern
Indiana, northwest Ohio, or eastern Wisconsin. Good
chance to become connected with live middle-western
jobbing house. Give late experience. Address G724 Boot
and Shoe Recorder, Boston, Mass.

=Exercise 240--Contract for Painting Iron Work=

1. James W. Walker & Co., 325 Second St., Pittsburgh,
are receiving bids for painting the iron work of the
bridge to be constructed over the Cheesequake Creek at
Morgan Station, New Brunswick, N. J. The Barnard
Emerson Co., of Harrisburg, Pa., write saying they
would like to figure on the work. They ask James W.
Walker & Co; to send plans and specifications. Write
the letter sent by the Barnard Emerson Co.

2. James W. Walker & Co. reply that they are sending
plans and specifications. They say that bids must be
in by March 10. Write the letter.

3. The Barnard Emerson Co. write that page two, line
four, of the specifications for the bridge to be
constructed (state in detail) reads "and paint all
beams underneath two coats of dark green," and page
four, line ten, reads "all upright beams above and
underneath to be painted two coats of light green
between shades three and four." They ask which is
correct. Write the letter. Be exact.

4. James W. Walker & Co. reply that page two, line
four, is correct. Explain in detail.

5. The Barnard Emerson Co. agree to do the work on
(repeat exactly what bridge you mean) for three
thousand dollars. They guarantee to finish the work by
April 30, according to the specifications. They will
forfeit fifty dollars for every day after that date
until the bridge is finished. Write the proposal or
bid.

6. James W. Walker & Co. write, saying that they
accept the bid above and that they enclose duplicate
contracts, one of which they have signed and which the
Barnard Emerson Co. is to keep. The other the Barnard
Emerson Co. is to sign and return to James W. Walker &
Co.

=Exercise 241--Contract for the Delivery of Property=

1. The Arlington Coal Company, Old Colony Building,
Chicago, Ill., write to the Red Rock Coal Company,
Auburn, Ill., saying that they need several cars of
egg coal per week throughout the year. They ask if the
Red Rock Coal Co. wish to offer some on contract. If
so, they must state how the coal is screened, and give
their lowest price. Write the letter.

2. The Red Rock Coal Co. reply that they will offer
egg coal for shipment at the rate of two cars per week
throughout the year, at $1.15 per net ton, cars f.o.b.
mines. If a contract were drawn up for three or more
cars per week, they would give the coal for $1.12½ per
net ton. They say their egg is an excellent steam
producing coal and gives general satisfaction. It is
shipped from the Red Rock mine via the Chicago & Alton
Railroad, freight rate being 82¢ per ton. Write the
letter.

3. The Arlington Coal Co. write that the Red Rock Coal
Co. may send a one year contract drawn in triplicate
for three cars of egg coal per week at $1.12½ per net
ton, cars f.o.b. mines. Of course it is understood
that the usual clauses regarding accidents or other
unavoidable happenings on either side will be
inserted. Write the letter.

=Exercise 242--Contract for Construction=

NEWS ITEM.--Bids will be received until Dec. 12 by the
Chairman of the Board of Public Works, North Bend,
Washington, for the construction of a solid concrete
bridge over the Snoqualmie River at North Bend; double
arch, with one pier in the river; span of arch 92
feet; width of bridge 50 feet. Plans may be had by
addressing the Chairman.

The McClaine Construction Co., of Spokane, Wash., send in a bid for $25,000, guaranteeing to use Atlas Portland cement, crushed rock for the coarse aggregate, and torpedo sand for the fine aggregate, the concrete to be reinforced with the Kahn system of reinforcement as set forth in the specifications. The company specify, further, that they shall be paid extra for excavation, on the scale of 25¢ a yard for earth, 75¢ a yard for loose rock and hard pan, and $1.00 a yard for solid rock. Write the letter that they send.

=Exercise 243--Form Letters=

It frequently happens in business that you receive a number of letters requiring practically the same answer. In such cases, the best plan is to have one letter that is as good a letter of its kind as you can write. Use that as an answer to all those to which it can be made to apply. You may have to add a bit of information or change a word here and there, but, practically, you are using the same form for all the letters. When you have mastered the form, the answering of letters of this class will be a simple matter. The letter accompanying a catalogue may easily be a form. (See the second letter in Exercise 223.)

The danger, however, is that the use of form letters tends to make work mechanical. When letters are different, they must receive different replies. A form letter should never be used just because it is easy to use when it does not really apply.

Mandel Bros., Chicago, Ill., announce their annual sale of silk remnants. Make this a good advertisement that will reach several classes of customers. Have in it as one item white wash silk of heavy quality, 36 inches wide, at 47 cents a yard.

1. Make out a sales letter for the above.

2. Several mail orders have been received in excess of
the supply. Make out a form letter that could be sent
when the money is returned. What is the advantage of a
form letter in this case?

=Exercise 244--Circular and Follow-up Letters=

There is a class of letters that usually originates in the advertising department of a firm. They are not sent out to answer inquiries, but to solicit new customers and to keep old ones. Such letters are printed in large numbers in imitation of typewriting, and the introduction and the salutation are afterward carefully filled in on the typewriter. The intention, of course, is to make the recipient feel that he has received a personal letter. Firms are generally careful to fill in the signature in pen and ink. These are called _circular_ letters. (See the last letter in Exercise 223.)

These letters are very important and each year more numerous. Frequently a series of them is written, each one expanding one argument in a series of arguments. If all the letters are read, one after the other, you have a complete list of reasons why you should buy the particular article which the letters advertise. These letters are sent out regularly, so that the effect of one may not quite wear off before the next arrives. It is frequently the case that not until the third or fourth letter is sent out does any reply come. Such letters should be definitely planned in order to present arguments that are true and attractive. They must be simply and clearly written. They are called _follow-up_ letters.

The following series of follow-up letters was intended to be sent to women who keep no maids. The series was planned to contain five letters. Write two more, using different appeals from those in the letters here given.

1

Dear Madam:

Do you remember the fairy tale of Little Two-Eyes?

A fairy, out of pity for the child's hunger, spread a
table before her each day as she was watching the goat
in the field, and when her appetite was satisfied all
the child had to say was, "Table clear yourself," and
the dishes magically disappeared.

"This is a beautiful way to keep house," was Two-Eyes'
verdict, and every woman, thinking of her own distaste
of dirty dishes, will agree.

"How I hate dishwashing!" You have said it hundreds of
times--after every meal, probably.

"I like to cook and bake," you declare. "They are
really interesting. There is fun in trying new
recipes--but the dishes!"

You enjoy giving luncheon and dinner parties. It is a
delightful way of meeting one's friends. Moreover, you
are justly proud of your skill in cooking, and you
like to show your beautiful china. But what a damper
it is on your spirit of good-fellowship, after the
guests are gone, to have to spend an hour or more
washing the dishes. Then you would like to say, with
the child in the story, "Dishes wash yourselves!"
Wouldn't you?

Well, you may. For thirty days--ninety meals--we will
put the Fairy Dishwasher in your home, without
charging you a penny.

The machine is simplicity itself. Wheel the cabinet
into your dining room, alongside your serving table,
and, as a course is finished, without rising from your
place, stack the dishes into the washer. When you have
finished the meal, wheel the cabinet into your
kitchen, make the connection, and turn the switch. In
a few minutes the dishes are washed and dried. Having
friends in to dinner is fun when the Fairy washes the
dishes.

Let the Fairy do yours. Simply return this letter to
us in the enclosed envelope, making sure that your
name and address are correct, and we'll send you the
Fairy. Use it three times a day for thirty days. Then
if you think you can get along as well without the
machine, all that you need to do is to send us a
postal card, telling us so. We'll take back the Fairy
and ask no questions.

But send to-day.

Yours very truly,

2

Dear Madam:

Did you ever envy another woman's smooth, white hands?
You looked at hers, and then you looked at yours; you
sighed and thought, "It's dishwashing."

But what can you do? Haven't you tried everything to
make dishwashing less drudgery? Haven't you tried
patent soaps and tepid water, only to find that the
dishes were not clean? Haven't you tried dish mops,
scrapers, and rubber gloves, only to find that the mop
and the scraper saved but one hand? As for rubber
gloves, as likely as not, the first time you used them
they were caught on the prong of a fork and were
thereafter useless. Yes, you've tried everything;
haven't you?

No, you haven't. You have not tried the only sure help
that there is. Stop your drudgery and let the Fairy
wash your dishes.

For thirty days--ninety trials--we will put the Fairy
Dishwasher in your home, absolutely free of charge,
guaranteed to wash and sterilize your dishes in
boiling water, without a touch of your hand.

Do your manicuring while the Fairy does the dishes.

Pay no money, but send the enclosed postal card
to-day. It will bring the Fairy at once.

Very truly yours,

3

Dear Madam:

An extra hour of leisure every day! What is it worth
to you?

Think what you could do if some one would give you an
extra hour of leisure every day. There's the book you
would like to read, the call you ought to make, the
embroidery you wish you could finish. There are the
thousand and one things that a housekeeper continually
wishes she could do--but where can she get the time?

And yet you waste at least an hour each day washing
dishes when the Fairy Dishwasher will not only save
you the time but rid you of a distasteful task. You
pay 16-2/3 cents a day for five months and the Fairy
does your dishes every day; you buy yourself an extra
hour every day,--you are an hour ahead every day for
the rest of your life.

Is it worth the price?

Remember that we allow you to use the Fairy for thirty
days--ninety meals--before you pay a penny. Then for
five months you send us five dollars a month, and we
guarantee that you will declare it the best
twenty-five dollars that you ever spent.

Send the enclosed postal card to-day. It will bring
the Fairy and a booklet of full directions.

Very truly yours,

=Exercise 245=

You have bought a big tract of land in Alabama. You wish to sell a part uncleared, to set out a part in pecan trees, and to devote a part to truck farms. Write three letters to the same man, making each one stronger than the one before. Keep in mind the five essentials of a good letter. (See page 230.)

1. Offer the uncleared land at a very low price. Offer
as many inducements as you can, such as desirability
of location, fertility of the soil, and comparison in
price with other land in the same neighborhood.

2. You received no response from (1). Try to sell the
section in which you are planting pecan trees. What
inducements could you offer that might reach a man who
was not affected by (1)?

3. You received no response from (1) or (2). Try to
sell a truck farm. What inducements could you offer
that might lead a man to buy a truck farm when he had
no interest in either uncleared land or pecan trees?

=Exercise 246=

1. The _Modern Magazine_ offers a set of Mark Twain's
complete works absolutely free if you subscribe for
one year for the _Modern Magazine_ and the _Household
Magazine_ at the regular price of $2 for the _Modern
Magazine_ and $1.50 for the _Household Magazine_. This
offer expires ---- (date). Write the letter.

2. You have not responded. The _Modern Magazine_ feels
that you could not have understood its offer. These
are no cheap books. To prove this, the firm is willing
to send you the books to allow you to examine them
before you send any money. If you accept them, pay the
express agent; if not, return the books at the expense
of the _Modern Magazine_. Remember that this offer
expires ---- (date).

3. You have not responded. The magazine extends the
time. Give a reason for the extension of the time.

What criticism can you make on (3)?

=Exercise 247=

A druggist was obliged to move from his corner store four doors east on a side street. He decided to advertise by sending a series of follow-up letters embodying the following ideas:

1. Change of location because ----.

2. Stick to your druggist because he holds the key to
your health.

3. What is the reason that my trade is staying with
me? (Prizes for the best answer.)

4. The reasons why trade stays with me--what my
patrons say.

5. The pure food question--why we must handle only
fresh drugs.

6. We are registered pharmacists--what this means to
you.

7. Why our sales expense is smaller now than
formerly--how you profit.

=Exercise 248=

A furniture house selling goods on monthly payments decides to advertise by sending a series of follow-up letters, using the following reasons why you should buy, one in each letter:

1. Variety of stock; assurance that they can please,
no matter what you wish. Amplify.

2. Reliability of the firm.

3. The small profit on which they run their business
gives you an excellent opportunity of buying good
values at low prices.

4. Buying on the "easy payment" plan enables you to
have the use of your furniture while you are still
paying for it.

Why is (4) a poor argument?

=Exercise 249=

Write a series of letters to sell an electric washing machine, using the following items:

1. The machine is ball bearing; therefore very easy to
work. You can sit down while you do your week's
washing. The only work required is hanging the clothes
out of doors.

2. It saves laundry bills.

3. Summary of (1) and (2). The investment required is
not large. Special plans for payment.

4. The machine is durable.

5. Summary of the above. The following figures show
that during the time that has elapsed since (1) was
received the machine might have been paid for out of
the money spent for laundry bills.