These short talks can be used on days when you are not pushed for space. You can see that they look readable. They can be read in a minute or two. The cost is insignificant, considering the results that are sure to come from this campaign of education. Suppose only two or three new patrons came in as the result; you would get back your little investment over and over. Who will educate your customers and prospective customers if you don't?
[Sidenote: An effective, confident close that commands respect and consideration.]
I do not urge you. Just read the articles. I know what you, as a progressive publisher, will think of them. Let me hear from you as soon as convenient, for if you do not want the service, I shall want to offer it elsewhere. You are the only publisher in your city to whom I am now offering the service. I enclose stamp for the return of the sheets in the event that you do not keep them.
Yours for more and better advertising.
[Signature: M. B. Andrews]
* * * * *
The question of how to open your inquiry letter is a big one. Good beginnings are as varied as the proposition which the letter presents.
The straight question usually commands attention. "Do you get the best price for your goods?" "Are you securing all the advertising patronage to which you are entitled?" "Couldn't you use an extra pair of good trousers?" "Do you collect 98 per cent of your accounts?" Openings of this kind rivet attention.
With some letter-writers, the direct command style of opening is popular: "Get more advertising. How? This letter answers the question." "Wear tailor-made clothes at the price of ready-made." "Make your money earn you six per cent." If these openings are chosen with the care that the advertising man uses in selecting headings for advertisements, attention will be secured.
Gentlemen:
Your easiest profits are those you make by saving expense.