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CHAPTER ONE17

BUSINESS LETTER WRITING TODAY AND YESTERDAY17

Personality17

The Objective17

TheYou Attitude18

No Conflict18

Conciseness19

Types of Business Letters19

Appearance and Precision19

CHAPTER TWO22

APPEARANCE AND STRUCTURE OF THE BUSINESS LETTER22

Paper22

Sizes22

Color22

The Letterhead22

Bottom and Side-Margin Messages25

Additional Sheets25

Framing25

Indentations25

TheFull Block Form25

TheModified Block Form25

Full Indentation28

Hanging Indentation28

Punctuation and Abbreviations28

Elements of the Letter28

The Dateline30

The Inside Address30

The Salutation30

Body30

The Complimentary Close31

The Signature31

Special Parts of the Business Letter:File Numbers32

Attention Line32

Enclosure Line32

Postscripts32

Envelopes32

Window Envelopes34

Folding the Letter and Inserting Enclosure34

The Outside Address34

The Return Address36

Titles of Respect36

Numbers and Abbreviations and Their Punctuation36

Zip Codes36

Some Final Remarks37

CHAPTER THREE38

THE SALES LETTER38

Your Satisfied Customers:Keeping Them With Your Firm38

Frequency of Communication39

Your Ex-Customers:Winning Them Back40

The Treatment of Special Customers40

Letters to Help Your Salesmen40

Testimonials to Promote Sales45

The Inquiry Letter45

Enclosures as a Means of Making Sales46

Effective Form Letters47

Structure of the Sales Letter47

The Salutation47

The Opening48

Body of the Letter48

The Closing49

The Postscript49

Letters You Dont Have to Write50

CHAPTER FOUR52

DIRECT-MAIL SALES LETTERS52

Direct-Mail Selling a Big Business52

Advantages of Direct Mail52

What You Should Know to Sell by Direct-Mail53

The Product53

The Market53

The Prospect53

Appeals That Sell53

The Advantage of the Multiple Appeal53

The Major Appeals53

The Need for Concentrating the Appeal54

Inducements as Aids in Selling54

The Giveaway or Free Item55

Effective Order Forms55

The Necessity for Explicit Specifications57

Types of Direct-Mail Literature57

The Sales Letter57

The Post Card57

The Leaflet58

The Circular58

The Broadside58

The Self-Mailer58

Brochures,Catalogues,Books58

Inserts58

Order-Form Inserts58

Types of Envelopes58

When to Mail:The Strategy of Proper Timing60

Basic Equipment for a Mail-Order Department60

Reproduction Processes62

Letter-Press Printing62

Offset Printing62

Hooven Process62

Multigraphing62

Multilith62

Mimeographing62

Nahmco Process63

Varityper63

Sources of Lists of Prospects for Direct Mail63

Purchase or Rental of Lists for Direct Mail Campaigns64

The Well-Tended List64

Keep It Orderly64

Keep It Fresh64

Test Mailings to Maximize Profitable Results and to Minimize Losses65

The Sales Letter Series65

Postal Information71

First-Class Mail71

Post Cards71

Air-Mail Rates71

Second-Class Mail71

Third-Class Mail71

Fourth-Class Mail(Parcel Post)72

Book Rates72

Important Sections of Postal Laws72

Government Regulation:Federal Agencies and Direct Mail73

CHAPTER FIVE78

CREDIT LETTERS78

Usefulness of Credit in the American Economy78

Credit Risks:Almost Everybody Has Credit—Once78

Requests for Credit:Some Effective Credit Letters80

Credit Information:Sources and Types of Data80

Granting Credit:Be Careful!81

Credit Letters:The Importance of Tact82

The Credit Inquiry:Examples of Effective Letters and Inquiry Forms;How?Who?Where?82

Letters Granting Credit:Some Useful Models86

SayingNo Gracefully87

Letters Refusing Credit:Some Tactful Examples88

Letters Suspending Credit:The Tactful and Firm Explanation88

CHAPTER SIX90

COLLECTION LETTERS90

Types of Appeals90

The Necessity for Caution91

TheYou Attitude in Collection Letters91

Sample Letters91

Letter Where Leniency Was Applied91

Letter From a Debtor Requesting an Extension92

Response to an Explanation for Late Payment92

The Advantage of the Individually Composed Letter92

The Collection Letter Series92

The Formal Notice92

The First Personal Letters:Examples93

Sales Talk in Collection Letters:Models93

The Necessity for Knowing the Reason Behind a Delinquent Account94

The Appeal to Fair Play96

The Appeal to Self-interest:Several Examples97

Discounts,Premiums97

The Effective Employment of Humor in Collection Letters98

ThePressure Letter99

The Masked Request99

The Use of Drafts in Collection99

Collection Letters and Delinquency in Installment Buying99

CollectingBad Debts:Effective Model Letters101

Store Collection Letters103

CHAPTER SEVEN108

EMPLOYMENT LETTERS108

The Job-Hunt108

Getting the First Job108

Changing to the Better Job108

Where the Job Hunts the Man108

Principles of Correspondence108

TheYou Attitude108

Examples of Letters in Which the Job Seeks the Man108

The Money Appeal108

The Security Appeal109

The Prestige Appeal109

Checking of References110

Notifying Applicant of Placing Letter on File110

Letter of Introduction110

Acknowledging an Introduction110

Answering Situations Wanted Ad110

Postcard Notification to Applicants Answering Ad111

Man Seeks Job111

What the Prospective Employer Wants111

Structure of the Letter of Application111

The Opening111

The Second and Third Paragraph112

The Closing112

The Data or Personal Record Sheet112

Sample Openings for Job Letters112

Openings to Avoid113

Examples of Good Closings113

Sample Data or Personal Record Sheet for Student or Recent Graduate Applications115

Follow-Up Letters115

Letters Asking Permission to Use a Reference115

Answer to Reference Requests116

Sample Letters of Application for Jobs116

Follow-Up Letter118

CHAPTER EIGHT120

COMPLAINTS AND ADJUSTMENTS120

Characteristics of the Effective Letter of Complaint120

Clarity120

Courtesy120

Conciseness121

Reasonableness121

Examples of Letters of Complaint121

Series of Complaint Letters122

Adjustment Letters123

Courtesy123

Reasonableness123

Mistake-Prevention Measures Against Complaints123

Inspection123

Check-Up123

Promptness123

Instructions123

Packing124

Avoidance of Misrepresentations124

Avoidance of Over-Selling124

Careful Accounting Procedures124

A Few Donts in Adjusting Complaints124

Dont Be Flippant124

Dont Be Belligerent124

DontCrawl124

Adjustment Policies125

TheCustomer is Always Right Policy125

TheCaveat Emptor Policy125

The Best Way:Ascertain the Facts125

Essentials of the Adjustment Letter125

Picking the Correspondent in Charge of Adjustments125

Principles of Handling Complaints125

Avoid Delay125

Avoid Minimizing the Complaint127

Avoid Grudging Concessions127

Avoid Blaming the Customer127

Turning Complaints Into Assets127

The Expression of Sympathy128

The Diplomatic Rejection128

The Diplomatic Agreement128

Where a Third Party Is at Fault128

Examples of Adjustment Letters128

CHAPTER NINE133

MISCELLANEOUS LETTERS133

Routine133

Inquiry133

Answers to Inquiry134

Orders135

Example of Order Letter135

Acknowledgments136

Follow-Ups on Orders136

Letters with Enclosures137

Letters of Introduction137

Letters of Recommendation138

Social Correspondence in Business139

Letters of Congratulation139

Letters of Sympathy and Condolence140

Accepting an Invitation140

Declining an Invitation141

Resignation141

Inter-Office Correspondence141

Good-Will Letter144

Request for Charity147

Example of an Acceptance Letter147

Payments by Mail147

Currency and Stamps148

Postal Money Order148

Express Money Order148

Checks148

Certified Checks148

Bank Drafts148

CHAPTER TEN151

POST CARDS AND TELEGRAMS151

Post Cards151

Distinction Between Post and Postal Cards151

Advantages of Post Cards151

Examples of the Use of Post Cards151

Telegrams151

Pointers on Telegraphing152

How to Save Words152

Punctuation and Form of Telegraphic Messages155

Phonetic Code155

Telegrams in Business155

APPENDIX A-SPELLING156

Summary of Spelling Rules156

List of Words Most Frequently Misspelled157

APPENDIX B-PUNCTUATION159

The Correct Forms and Usage159

APPENDIX C-ABBREVIATIONS167

APPENDIX D-SALUTATIONS TO BE USED WHEN ADDRESSING DIGNITARIES169

APPENDIX E-WORDS OFTEN CONFUSED OR WRONGLY USED171

APPENDIX F-WORDS AND EXPRESSIONS TO AVOID173

APPENDIX G-GLOSSARY OF TERMS COMMONLY USED IN BUSINESS AND FORMAL CORRESPONDENCE175

547 Terms and Full Explanations175