Business Correspondence, Vol. 1: How to Write a Business Letter

by Anonymous

SCHEME 13—THE EXPENSE VERSUS THE INVESTMENT ARGUMENT

A companion argument is that the device is not an expense but an investment. Here there is no attempt to put the cost price in the background but to justify the outlay as a sound investment—a business proposition that is to be tested by the investment standard. This is a strong argument with the shrewd business man who figures the value of things not on the initial cost, but upon the profits they will earn and the dividends they will pay.

The whole proposition must be shaped in such a way that it is easy for the prospect to buy. He must want to buy—and the experienced correspondent realizes that every word and phrase must be avoided that is capable of being misconstrued. There are no details so small that they do not have a bearing on the success of a campaign.