It is a mistake to tell a great deal in the inquiry-bringing letter, unless you can reasonably hope to close a sale. A man will act on impulse in ordering a dollar article, but he isn't likely to be impulsive about an insurance policy. If you give him the entire canvass on an insurance policy at the first shot, it will have to be of extraordinary interest and convincing power to close the sale. The subject is new. The prospect has not had a chance to think over the facts. He is suspicious of your power; afraid of hastiness on his own part. He is likely to give himself the canvass and decide "No," before giving you any further chance.
Appeal to curiosity. Arouse interest and leave it unsatisfied.
Remember that your inquiry letter is a definite part of your campaign. Therefore it must be consistent with what is to follow and must pave the way naturally for it. Seek replies only from those who can use and can afford to buy the article you have to sell.
A maker of a specialty machine got out an inquiry letter along this line:
"If you are tired of a salaried job, if you want to get into a big-paying, independent business of your own. I have a proposition that will interest you."
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Of course he got a big percentage of replies, for what man does not want a big-paying, independent business of his own? But when in his follow-up letter he stated his proposition, offering state rights to his machine for $5,000, he shot over the heads of 99 per cent of the men who had answered his first letter. His inquiry letter had completely failed of its purpose. It was not selective, it was general.
Dear Sir:
I should like to have you consider buying the enclosed series of talks on advertising for use in your paper.
I am an expert advertising man and I have spent a great deal of time and energy on these talks. I know that they will produce results that will be very satisfactory to you for they are based on the real experience of an expert.