Another man, after outlining his ideas, dictates a letter and then goes over it sentence by sentence and word by word. With a dictionary and book of synonyms he tries to strengthen each word; he rearranges the words, writes and rewrites the sentences, eliminating some, reinforcing others and devising new ones until he has developed his idea with the precision of an artist at work on a drawing.

The average correspondent, handling a large number of letters daily, has little time to develop ideas for each letter in this way, but by keeping before him a list of new words and phrases and figures of speech, they soon become a part of his stock in trade. Then there are other letters to write--big selling letters that are to be sent out by the thousands and letters that answer serious complaints, letters that call for diplomacy, tact, and above all, clearness and force.

On these important letters the correspondent can well afford to spend time and thought and labor. A day or several days may be devoted to one letter, but the thoughts that are turned over--the ideas that are considered, the sentences that are written and discarded, the figures that are tried out--are not wasted, but are available for future use; and by this process the writer's style is strengthened. He acquires clearness, force, simplicity and attractiveness--the elements that will insure the reading of his letters.

And one thing that every correspondent can do is to send to the sc.r.a.p-heap all the shelf-worn words and hand-me-down expressions such as, "We beg to acknowledge," "We beg to state;" "Replying to your esteemed favor;" "the same;" "the aforesaid;" "We take great pleasure in acknowledging," and so on. They are old, wind-broken, incapable of carrying a big message. And the participial phrases should be eliminated, such as: "Hoping to hear from you;" "Trusting we will be favored;" "Awaiting your reply," and so on, at the close of the letter. Say instead, "I hope to hear from you;" or, "I trust we will receive your order;" or, "May we not hear from you?"

Interest the man quickly; put snap and sparkle in your letters. Give him clear and concise statements or use similes and metaphors in your sentences--figures of speech that will turn a spot-light on your thoughts. Pick out your words and put them into their places with the infinite care of a craftsman, but do not become artificial.

Use every-day, hard-working words and familiar ill.u.s.trations that have the strength to carry your message without stumbling before they reach their goal.

Making The Letter HANG TOGETHER

PART III--STYLE--MAKING THE LETTER READABLE--CHAPTER 9

_The letter writer looks to words, phrases and sentences to make the little impressions on the reader as he goes along. The letter as a whole also has to make a_ SINGLE IMPRESSION--_clear-cut and unmistakable. The correspondent must use this combination shot-gun and rifle. To get this single rifle-shot effect a letter has to contain those elements of style that_ HOLD IT TOGETHER; _there must be a definite idea behind the letter; the message must have a unity of thought; it must be logically presented; it must have a continuity that carries the reader along without a break, and a climax that works him up and closes at the height of his enthusiasm_

Thinking is not easy for anyone. And it is too much to expect the average business man to a.n.a.lyze a proposition in which he is not interested. His thoughts tend to move in the course of least resistance. If you want him to buy your goods or pay your bill or hire you, present your arguments in a way that will require no great mental exertion on his part to follow you.

A single idea behind the letter is the first requisite for giving it the hang-together quality and the punch that gets results. The idea cannot be conveyed to the reader unless it is presented logically.

He won't get a single general impression from what you are saying to him unless there is unity of thought in the composition. He cannot follow the argument unless it has continuity; sequence of thought.

And, finally no logic or style will work him up to enthusiasm unless it ends with a strong climax.

These five principles--the idea behind, logic, unity of thought, continuity, climax--are the forces that holds the letter together and that gives it momentum. Because these principles are laid down in text books does not mean that they are arbitrary rules or academic theories. They are based on the actual experiences of men ever since they began to talk and write. Essay or sermon; oration or treatise; advertis.e.m.e.nt or letter; all forms of communication most easily accomplish their purpose of bringing the other man around to your way of thinking, if these proved principles of writing are followed. Merely observing them will not necessarily make a letter pull, but violating them is certain to weaken it.

You cannot hit a target with a rifle unless you have one shot in the barrel. The idea behind the letter is the bullet in the gun. To hit your prospect you must have a message--a single, definite, clearly-put message. That is the idea behind the letter.

Look at the letter on page 61. It gets nowhere. Because the writer did not have this clear, definite idea of what he wanted to impress upon his prospect. Not one reader in ten would have the shallowest dent made in his attention by this letter, as he would have had if the writer had started out, for instance, with one idea of impressing upon the reader the facilities of his establishment and the large number of satisfied customers for whom it does work.

With this dominant idea in mind, a correspondent has got to explain it and argue it so logically that the reader is convinced. Here is a letter from a manufacturer of gasoline engines:

Dear Sir:

I understand you are in the market for a gasoline engine and as ours is the most reliable engine made we want to call your attention to it. It has every modern improvement and we sell it on easy terms.

The inventor of this machine is in personal charge of our factory and he is constantly making little improvements. He will tell you just what kind of an engine you need and we will be glad to quote you prices if you will call on us or write us, telling us what you need.

Hoping to hear from you, we are,

Yours truly, [Signature: THE MADEWELL ENGINE CO.]

The letter is illogical, disjointed and lacking in that dominant idea that carries conviction. Yet the writer had material at hand for a strong, logical selling letter. To have interested the prospect he should have told something specific about his engine.

Here is the letter, rewritten with due regard to the demands of unity, sequence, logic and climax:

Dear Sir:

A friend told me yesterday that you want a gas engine for irrigating, so I am sending you bulletin "B."

Do you notice that all its parts are in plain view and easy to get at? Mr. Wilbur, who invented this engine, had a good many years of practical experience installing gasoline engines before he started to manufacture his own, and he knows what it means to tighten up a nut or some other part without having to send to the factory for a special man with a special wrench to do the work.

Sparkers sometimes get gummed up. To take the Wilbur sparker out you simply remove two nuts and out comes the sparker complete, and you cannot get it back the wrong way. It isn't much of a job to wipe the point off with a rag, is it?

And the governor! Just the same type of throttling governor that is used on the highest grade of steam engine, allowing you to speed her up or slow her down while the engine is running. That's mighty handy. Few engines are built like this. It costs a good deal of extra money but it does give a lot of extra satisfaction.

Nothing shoddy about the equipment described in the bulletin, is there? No. We don't make these supplies ourselves, but we do watch out and see that the other fellow gives us the best in the market because WE GUARANTEE IT.

This sounds very nice on paper, you think. Well, we have over four thousand customers in Kansas. Mr. W. O. Clifford, who lives not so far from you, has used a Wilbur for three years. Ask him what he has to say about it.

Then you will want to know just what such an engine will cost you, and you will be tickled to death when you know how much money we can really save you. I don't mean that we will furnish you with a cheap machine at a high price, but a really high-grade machine at a low price.

I await with much interest your reply telling us what you want.

Very truly yours, [Signature: L. W. Hamilton]

The commonest cause of a lack of punch in a letter is the temptation to get away from the main idea--unity of thought. This is what a mail-order house writes:

"This is the largest catalogue of the kind ever issued, it will pay you to deal with our house. Every machine is put together by hand and tested, and we will ship the day your order is received.

"An examination of the catalogue will prove our claim that we carry the largest stock of goods in our line. Should our goods appeal to you, we shall be glad to add you to our list of customers."

There is neither unity nor logic in a letter like this, although there is the suggestion of several good ideas. The fact that the house issues the largest catalogue of its kind might be so explained to me that it would convince me that here is the place I ought to buy. Or, the fact that every machine is tested and put together by hand, if followed to a logical conclusion, would prove to me that I could rely on the quality of these goods. But when the writer doesn't stick to one subject for more than half a sentence, my attention will not cling to it and my mind is not convinced by a mere statement without proof.

Unity does not necessarily mean that the whole letter must be devoted to one point. A paragraph and even a sentence must have this quality of unity as much as the entire letter. And the paragraphs, each unified in itself, may bring out one point after another that will still allow the letter to retain its hang-together.

In the letter quoted, not even the individual sentence retained unity. This writer might have presented all his points and maintained the unity of his letter, had he brought out and simplified one point in each paragraph:

First: The size of the catalogue as an indication of the large stock carried by the house and the convenience afforded in buying.

Second: The quality of the machines; the care exercised in their a.s.sembling; the guarantee of the test, and the a.s.surance that this gives the far-away purchaser.

Third: Promptness in filling orders; what this means to the buyer and how the house is organized to give service.

Fourth: The desire to enroll new customers; not based solely on the selfish desires of the house, but on the idea that the more customers they can get, the bigger the business will grow, which will result in better facilities for the house and better service for each customer.

And now, giving a unified paragraph to each of the ideas, not eliminating subordinate thoughts entirely, but keeping them subordinate and making them illuminate the central thought--would build up a unified, logical letter.