_The letter is here rewritten, making it interesting from the first line to the last. It makes one feel that Royal Mixture is something unusually good_

Second, be sure you _answer_ the inquiry--every point in it. You know how provoked you are when you ask a question and the correspondent in replying fails to answer. Be sure you answer all the questions of the inquiries you handle. Give letters a final reading, to be sure. It is often advisable to quote the inquirer's questions or to use side-heads so he will understand you refer to the questions he asked.

For example, suppose a real estate agent receives an inquiry about a farm. The inquiry can be clearly answered by adopting a style like this:

We are very glad to give you details about the Abbott farm in Prescott County.

LOCATION.--This farm is on the macadam road between Frederick and Whittsville, three miles from Frederick. There is a flag station on the D. & L. railroad one and a quarter miles from the farm gate on the macadam road.

TRANSPORTATION FACILITIES.--There are six trains a day on the D. & L. road that will stop at the flag station mentioned. These trains give a four-hour service to Baltimore.

This style of letter is a great aid to the writer in bringing related points together and thus strengthening description and argument.

If the inquiry involves the sending of a catalogue, hook the letter and the enclosure together by specific references. It adds immensely to the completeness of your letter. And don't be afraid to repeat.

No matter what is in the catalogue or booklet that is sent along with the letter, the letter should review concisely some of the most important points. The average person will pay closer attention to what is said in the letter than to what appears in the catalogue.

The letter looks more personal. For example:

On page 18 you will see described more fully the cedar chest that we advertise in the magazines. Pages 20 to 28 describe higher-priced chests. All these chests are of perfect workmanship and have the handsome dull egg-sh.e.l.l finish. The higher-priced models have the copper bands and the big-headed nails. Use the order blank that appears on page 32 of the catalogue, and be sure to read the directions for ordering that appear on page 30.

These descriptions and references tie the letters strongly to the enclosures and thus unify the entire canva.s.s.

The woman who gets a letter telling her that the refrigerator she inquired about is described and ill.u.s.trated on page 40 of the catalogue sent under separate cover, and then reads some quoted expressions from people in her town or state who have bought these refrigerators, is more likely to order than if a letter is sent, telling her merely that the catalogue has been mailed under separate cover; that it gives a complete description but that any special information will be given on request. The first method of replying makes it appear that the correspondent is enthusiastic about his refrigerators and really wants to sell the inquirer one. The second method is cold and indifferent. If your goods permit the sending of samples by all means enclose some with the letter. They permit the actual handling of the article, which is so great an advantage in selling over the counter. And then insure attention. No man, for example, will throw away a haberdasher's letter referring to spring shirts if samples are enclosed. The samples will get some attention, though the one who received them may not need shirts at the time.

Samples also give an opportunity to emphasize value. For instance, it is a good plan to say: "Take these samples of outings to your local store and see if you can get anything at $25 that is half as good as what we are offering you." The fact is, few people make such comparisons, but the invitation to compare is evidence of the advertiser's confidence. For that matter, few people ask for refund of money on honest merchandise, provided the refund is limited to a brief period; but the promise of instant refund when unsatisfactory goods are returned, is a great confidence-creator.

It is not always possible for one correspondent to handle the entire inquiry. In that case it is well to let the answer indicate the care exercised in preparing it.

A part of a letter may sometimes advantageously refer to some other correspondent who can deal more thoroughly with a technical matter under discussion. A large mail-order concern employs a man who can tell customers in a tactful way just how to make coffee and tea, and he makes satisfied customers out of many who otherwise would believe that they had received inferior goods. This same man is also an expert in adjusting by letter any troubles that may arise over the company's premium clocks, and so forth.

Unless such technical matters are extensive enough to require a separate letter, they can be introduced into other communications by merely saying:

"On reading what you have written about the engine, our expert has this to say:"

Dear Sir:

Your esteemed inquiry has been received, and we are sending you one of our booklets.

In case none of the samples suit you, let us know what colors you like and we will send more samples.

We can save you money on trousers. A great many of the best dressers of New York and Chicago are wearing trousers made by us.

You run no risk in ordering, for if the trousers are not as I represent them or do not fit you, we will correct the mistake or refund your money.

We urge you to order immediately, as we may not have in stock the patterns you prefer.

Trusting to receive your order at an early date.

Truly yours.

[Signature: Edward Brown]

_This letter starts out with a hackneyed opening and not enough emphasis is put on the samples. It is a mistake to make the suggestion that the samples sent may be unsuitable. The third paragraph starts out with an a.s.sertion unbacked by proof and the second sentence is a silly boast that no one believes. A man does not pay his tailor the full price until the trousers are completed.

It is a weak selling plan to try to persuade a stranger to send the entire price to an advertiser whom he knows nothing about. The plea for an immediate order on the ground that the pattern may not be in stock later is a weak and unfortunate method of argument. The final paragraph is as hackneyed as the first, and fails to impress the reader_

Dear Sir:

Here you are! This mail will bring you a sample book containing some of the neatest trousers patterns you have seen in a long time. Tear off a strand from any of them and hold a match to it; if it doesn't "burn wool" the laugh is on me.

You may wonder why I can undersell your local dealer and yet turn out trousers that "make good." Certain conditions, of which I shall tell you, make this possible.

In the first place, trousers are my specialty. Other tailors want suit orders above all, but I have built up my business by specializing on trousers alone.

I buy my fabrics from the manufacturers in large quant.i.ties at wholesale prices. The saving--the money that represents your retailer's profit--comes to you.

I don't need an uptown "diamond-front" store, with an exorbitant rental. Instead, I employ the best tailors I can find.

The trousers I make are built, not shaped, to fit you. We don't press them into shape with a "goose," either. All our fabrics are shrunk before we cut them at all. Sewn throughout with silk, the seams will not rip or give. And style--why, you will be surprised to see that trousers could have so much individuality.

I could not afford to sell just one pair of trousers to each man at these prices. It costs me something to reach you--to get your first order. You will order your second pair just as naturally as you would call for your favorite cigar.

I am enclosing three samples of $6 London woolens. These have just come in--too late to place in the sample book. Aren't they beauties?

Please don't forget that I guarantee to please you or to return your money cheerfully. I ask for the $1 with order only to protect myself against triflers.

May I look for an early order?

Yours, for high-grade trousers.

[Signature: Chas R. Greene]