The first letter has little point to it. The second has personality and interest, and if signed by the salesman that sold the first piece of mahogany, is certain to bring the customer in if anything would.
A strong method of closing letters of this sort is to have final paragraphs of this style: "May we tell you more? This won't put you under the least obligation. If we can't show you that it is to your interest to take up this matter, it is our fault—not yours. Mail the card now and let us put all the facts before you."
A post card or a postal card should be enclosed in all inquiry- bringing letters. The request for further details should be printed, so that the prospect has only to sign his name and mail the card. In other words, make it easy for the prospect to answer. Another thing, don't print anything on the card that will make it appear that the prospect is committing himself. Paragraphs of this sort have proved effective: "Without committing myself, I give you permission to furnish me full information about the subject mentioned in your letter."
The card method is particularly good if the inquiry is to be followed up by a solicitor, for the card may be sent conveniently to the solicitor who will take it with him when he calls. It sometimes pays to have all the inquiries from a territory sent on cards addressed to a certain solicitor, though the inquirer may think at the time of inquiring that the one whose name appears on the card merely is the correspondent that wrote the letter. The advantage is that a prospect who sends in a card addressed to "Mr. H. E. Carrington, care of the Smith Publishing Company," has seen Mr. Carrington's name. When Mr. Carrington calls, the inquirer is sometimes flattered to think that the gentleman has been sent from the home office. As he has written a card to Mr. Carrington, he cannot with good grace deny an interview.
The man who writes and offers to do something without putting the least obligation on the inquirer who accepts the offer is hard to turn down. A writer of advertisements, after a courteous criticism on advertisements that he doesn't like, closes in this way: "I think I can show that it is to your interest to use some copy of my construction. If I can't, certainly it won't be your fault. May I show you what I think is a more profitable way of advertising these goods? If when you see my copy you are not more than satisfied to pay my bill, there won't be any ill-feeling on my part. The decision will rest with you."
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THE INQUIRY BRINGING LETTER
WHAT IT MUST DO STIMULATE INTEREST AWAKE DESIRE FOR FURTHER INFORMATION GIVE REASON FOR ANSWERING MAKE INDUCEMENT FOR ANSWERING PAVE WAY FOR FOLLOW UP CALL FOR IMMEDIATE ACTION
WHAT IT MUST NOT DO AROUSE IDLE CURIOSITY CREATE EXAGGERATED IDEAS GIVE FULL PARTICULARS MISREPRESENT PROPOSITION WASTE ARGUMENTS CLOSE WAY FOR FURTHER LETTERS
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