I could not afford to sell just one pair of trousers to each man at these prices. It costs me something to reach you—to get your first order. You will order your second pair just as naturally as you would call for your favorite cigar.
I am enclosing three samples of $6 London woolens. These have just come in—too late to place in the sample book. Aren't they beauties?
Please don't forget that I guarantee to please you or to return your money cheerfully. I ask for the $1 with order only to protect myself against triflers.
May I look for an early order?
Yours, for high-grade trousers.
[Signature: Chas R. Greene]
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An interesting beginning, inviting proof of quality. Facts show why low prices can be quoted, followed by graphic description and logical argument. The samples give point to the letter and the plain, fair selling plan makes an effective ending
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Then again, make your letter clear. Good descriptions are just as important in answers to inquiries as in letters that have the task of both developing interest and closing a sale. All that has been said in previous chapters as to the value of graphic descriptions and methods of writing them applies with full force to this chapter. The letter that is a reply to an inquiry can properly give more detailed and specialized description than a letter that is not a reply to an inquiry, for in writing to one who has inquired the correspondent knows that the reader of the letter is interested and will give attention to details if they are given clearly and attractively. Generally speaking, a sales letter that is in response to an inquiry should make it unnecessary for the reader to ask a second time for information before reaching a decision.
And this leads to one big important point: do your best to close the sale in this first reply. Don't leave loop holes and uncertainties that encourage further correspondence. Give your letter an air of finality. Lay down a definite buying proposition and then make it easy for your man to accept it.