Experience shows that the increased-price argument is a good closer.
In the final sentences of the letter should be mentioned the premium or the discount that is given when the order is received before a certain date. These offers are effective closers in many cases. In making them it is well to say "provided your order is placed in the mails not later than the 10th," for such a date puts all on the same footing no matter how distant they are from the advertiser.
Finally, don't overlook the opportunity to make even the signature to your letter contribute something.
Firm signatures are rather lacking in personality. "Smith & Brown Clock Co." hasn't much "pull" to it. But when the pen-written name of Albert E. Brown appears under this signature the letter has much more of the personal appeal. For this reason, many concerns follow the practice of having some one put a personal signature under the firm name. It is not desirable, of course, to have mail come addressed to individuals connected with the firm, but this can be avoided by having return envelopes, addressed to the firm, in every letter. In fact, a little slip may be enclosed reading: "No matter to whom you address an order or letter always address the envelope to the firm. This insures prompt attention."
At least one large clothing concern has found it profitable to let its letters go out over such signatures as "Alice Farrar, for BROWN & CO." Those to whom Miss Farrar writes are informed that the inquiry has been turned over to her for personal attention—that she attends to all requests from that inquirer's section and will do her best to please, and so on.
When methods of this kind are followed and it becomes necessary—because of the absence of the correspondent addressed—for some one else to answer a letter, it is well to say. "In the absence of Miss Farrar, I am answering your letter." Never let an inquirer feel that the one he addresses is too busy to attend to his wants or is not interested enough to reply. When the busiest president of a business concern turns over to some one else a letter intended for the president's personal reading, the correspondent should say, "President Parkins, after reading your letter, requests me to say for him," and so on.
These little touches of personality and courtesy are never lost.
They create a cumulative business asset of enormous value.
What to ENCLOSE With Sales
Letters
PART V—WRITING THE SALES LETTER—CHAPTER 19
Sales have been made—and lost—by the printed matter enclosed with business correspondence. A mere mass of folders, cards and bric-a-brac is in itself not impressive to the "prospect'" unless each item backs up a statement in the letter and has a direct bearing on the sale