Rightly used they are more powerful than irrefutable arguments and indisputable facts.

How To Write Letters That _Appeal_ to MEN

PART VI--THE APPEAL TO DIFFERENT CLa.s.sES--CHAPTER 23

_ONE-HALF of the form letters sent out to men are thrown away unread. A bare_ ONE-THIRD _are partly read before discarded, while only_ ONE-SIXTH _of them--approximately 15 per cent--are read through. The reason why such a large proportion is ineffective is this: the letter-writer, through ignorance or carelessness, does not strike the notes that appeal to every man. Here are some of the subtle ways by which correspondents have forced the attention of_ MEN _by appealing to traits distinctly masculine_

If you received a dozen letters in your mail this morning it is probable that there were just twelve different angles to the appeals that were made. For most correspondents are not thinking about the man they are writing to but are concerned solely with thoughts about the propositions they have in hand--and that is why the great bulk of the letters that are opened in the morning pause at the desk only momentarily before continuing their way to the furnace room. It is the exceptional correspondent who stops to a.n.a.lyze his letters, looking at them from every viewpoint, and then tests out his conclusions, trying one appeal after another until he evolves certain principles that pull letter writing out of the cla.s.s of uncertainties and enable him to depend upon definite returns.

For there are appeals that are practically universal. Appeal to a man's ambition and you have his interest: larger income, better position, some honor or recognition--touch these and no matter how busy, he will find time to read your message.

You've got to have more money.

Your salary, without income, is not enough. The man who depends upon _salary alone_ to make him rich--well-to-do--or even comfortable, is making the mistake of his life. For the minute you stop working, the money stops coming in. Lose a day and you lose a day's pay--while expenses go right on.

Don't you think it's time you got Nature to work for you? A dollar put into a peach orchard will work for you days, nights and Sundays.

It never stops to sleep or eat but keeps on growing--growing-- _from the very minute you put your money in_.

Think of the difference between a dollar invested with us and increasing and yielding day by day and the dollar which you use to purchase a few moments idle diversion or pleasure. The latter is lost forever--the dollar put to earning with us earns forever.

"More money." That appeal strikes home. One glance at the letter and a man is interested. He may not have money to invest but the other letters will remain unopened until he finds out whether there is not some plan or scheme that will actually mean more money to him.

The correspondence schools recognized the force of this appeal and developed it so systematically that it might be called the standard correspondence school argument.

Here is one of the best pulling arguments:

Pay-day--what does it mean to you?

Does your money "go 'round?" Or does it fail to stop all the gaps made by last week's or month's bills?

Last week--according to actual, certified reports on file in our office--A. B. C. men got their salary raised as a direct result of becoming more proficient from studying A. B. C. courses.

Don't you think it's time that salary raise was coming _your way_?

The same product--a correspondence course--may use the line of appeal peculiarly appropriate to men--that of responsibility. Such a letter leads out:

If your expenses were doubled tomorrow could you meet them--without running heavily in debt?

If you had to have more money on which to live--to support those dependent upon you--could you make it?

You could if you had the training afforded by our course; it has doubled other men's salaries, it can do the same for you.

Next to the appeal to ambition in strength is this appeal to responsibility. This is the burden of the arguments used by insurance companies, savings banks and various investment companies.

An insurance company marketing a particularly strong investment policy, and which follows the plan of writing to the prospect direct from the home office, finds that such a letter as this pulls:

Our Agent, Mr. Blank, no doubt has presented to you a majority of the many advantages of a ---- policy in the ----. But we want you to have in writing, and signed by an officer of the company, what we regard as _the_ main reason you should be with us.

No civilized man can evade responsibility. Should anything happen to you, you are responsible for that loss--to your business--your family--your friends. Is your responsibility great enough--without the protection of the Regal Company--to "make good" your own loss?

But the kind of appeal to make is only one phase of the problem. Of equal importance is the manner of making that appeal.

On first glance it would be thought that the products which appeal specifically and exclusively to men would be marketed by talking points which have specifically and exclusively the masculine appeal.

But such is not the case. Men's clothes, as an instance, are marketed on the talking points, "need for suitable dress,"

"quality," "style," and similar arguments. These arguments are not the ones appealing merely to men; women are just as much interested in need of suitable dress and the quality and style of the garment worn as are the members of the opposite s.e.x. But the general talking point may be extended, or rather restricted, so as to make an appeal to men along the lines of their exclusive experience:

Clothes are the outward index of the inner man.

The business man who dresses so as to show his inherent neatness and orderliness has just that much advantage over his less careful compet.i.tors.

The employee who meets the responsibilities and niceties of good business dress shows to his sharp-eyed employer that he is a man who is liable to meet the niceties and responsibilities of a better position.

More than once has both business and advancement hinged on appearance. And good appearance never handicaps--never holds a man back.

HOW DIFFERENT ARGUMENTS APPEAL TO MEN

Price _Foremost_ Sentiment _Useless_ Style _Slight_ Quality _Important_ Flattery _Doubtful_ Exclusiveness _Seldom_ Testimonials _Effective_ Reputation _Rea.s.suring_ Service _Essential_

This presentation is good "man copy" for it is based on that universal attribute--the desire to "get on" in business and as an employee. This letter has the right kind of appeal, rightly presented. Compare that letter with the one sent out by a tailor to the professional men of his city:

Dear Sir:

I hope you will excuse the liberty I am taking in addressing you personally, but as it is on a matter that affects you very much and also your profession, I hope you will overlook the familiarity.

As a physician you realize the importance of having good clothes and also of having them kept in good order, both from a social as well as a professional standpoint.