SCHEME 14—THE RETURN POSTAL FILLED IN FOR MAILING
And now that you have made clear your proposition and shown your proof, now that you have led your prospect to the buying point, the next step is to make him send you the order. And the only way to do this is to follow the example of the good salesman: put the pen in his hand, your finger on the dotted line, and slip the order blank before him. The salesman does these things because he knows that he might lose the sale if he asked his prospect to hunt up a pen, a letterhead and some ink. He knows the value of making it easy to buy. And in selling by mail you must do the same. Don't guide him on to a decision to order and then leave him at sea as to how to do it. Show him exactly what to do. It is easy enough simply to say, "Write me a letter," or, "send me $2.00." The very man you want most to sell may not know how to write a clearly worded order. Even if he does, the fact that you ask him to go to the trouble of getting his writing materials may serve to postpone the act and lose him the desire to buy. So give him the order ready to sign, with as few changes as possible required. And give him an addressed return envelope to send it in. If no money is to be sent with the order, put it on a post card. "Sign and mail the card" borders on the extreme of simplicity in buying.
You cannot be too simple in your method of soliciting orders. If your proposition will admit of saying, "Pin a dollar bill to this letter and mail," say it. If more details are needed, make them as simple as possible.
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JOHNSON DYE ORDER AND COIN CARD (BE SURE TO ADDRESS YOUR ENVELOPE VERY PLAINLY)
JOHNSON DYE COMPANY BOSTON, MASS.
SEND ME __ PACKAGES OF JOHNSON DYES, AT TEN CENTS EACH, AS MARKED IN THE ORDER BLANK BELOW. I ENCLOSE IN THIS COIN ENVELOPE BELOW, TOTAL
SIGN VERY PLAINLY _______ CENTS
NAME______________________________________
ADDRESS_________NUMBER, STREET, OR BOX, POST OFFICE, COUNTY, STATE
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DON'T FAIL TO FILL OUT THIS [words behind HAS HE (ANY) JOHNSON
drawing of DYES FOR WOOL?_____
MY DEALER'S NAME_________ envelope] HAS HE (ANY) JOHNSON
DYES FOR COTTON?____
ADDRESS__________________ HAS HE THE JOHNSON
DYE COLORS ORDERED
WRITE PLAINLY BELOW? _____
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JOHNSON DYES JOHNSON DYES
FOR WOOL FOR COTTON
_______LIGHT BLUE _______LIGHT BLUE _______DARK BLUE [Envelope: PUT _______DARK BLUE _______NAVY BLUE YOUR MONEY, COIN _______NAVY BLUE _______BROWN OR BILL IN HERE] _______BROWN _______SEAL BROWN _______SEAL BROWN _______GREEN _______GREEN _______DARK GREEN _______DARK GREEN _______PINK _______PINK _______SCARLET _______SCARLET _______CRIMSON _______CRIMSON _______CARDINAL RED _______CARDINAL RED _______TURKEY RED _______TURKEY RED _______GARNET _______GARNET _______BLACK _______BLACK _______PURPLE _______PURPLE _______YELLOW _______YELLOW _______ORANGE _______ORANGE _______GRAY _______GRAY
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A manila enclosure that contains a small envelope suitable for sending coins or bills. The directions not only cover all points on the order but give the company information for its follow-up
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