* * * * *
Still other writers follow the declarative form of opening. "Allison Preferred has advanced to 106 in a week." "Yesterday we sold for $10,000 cash a property that was put in our hands only Tuesday." But inasmuch as the declarative form lacks a little of the inherent interest of the question or the command, it should deal with some point of particular "interest value" to the class addressed.
Style and interest value are just as important in the letter that is to draw an inquiry as in the letter designed to make a sale. Some think that just because a letter is fairly certain to reach a man if properly addressed, it is easy to get a reply. Far from it. Unless there is a good reason for a man answering a letter, he isn't going to do it.
Suppose that a furniture dealer, on receiving a new stock of furniture, writes a letter like this to a list of several hundred women:
"Our fall stock of furniture arrived on Saturday and is now on exhibition on our third floor. The showing is unsurpassed. Here you will find something to suit you, whether you wish oak, mahogany, walnut or birch. We invite you to pay us a call."
* * * * *
Some who would probably have come anyway may come in response to such a letter or may write for special information. But a letter of this kind is sure to bring results:
Dear Mrs. Brown:
I remember that when you purchased the mahogany bed last March you expressed a desire to buy a dresser that would match. In the new lot of furniture that we put on our floors only yesterday are several dressers that would match your piece perfectly. Come in and see them. I should like you to see also the dressing tables and chairs that match your dresser, even if you are not ready just now to get an entire set.
* * * * *