Second only to the testimony of the man who buys is the guarantee of the seller. Mail-order houses are coming more and more to see the value of the "money-back" privilege. It is the one big factor that has put mail sales on a par with the deal across the counter. Time was when sellers by mail merely hinted at a guarantee somewhere in their letter or circular and trusted that the prospect would overlook it. But it is often the winner of orders now and concerns are emphasizing this faith in their own goods by issuing a guarantee in certificate form and using it as an enclosure.
A roofing concern forces its guarantee on the prospect's attention by giving it a legal aspect, printing in facsimile signatures of the president and other officials—and stamping the company's name. Across the face of this guarantee is printed in red ink, the word "Specimen." Along the lower margin is printed, "This is the kind of a real guarantee we give you with each purchase of one of our stoves." A mail-order clothing firm sends a duplicate tag on which their guarantee is printed. Across the tag of this sample guarantee is printed in red, "This guarantee comes tagged to your garment."
The prospect who finds proof like this backing up a letter is forced to feel the worth-whileness of your goods or your proposition, and he draws forth his money with no sense of fear that he is chancing loss.
The number and kind of enclosures you will put into your letter is entirely up to you. But before you allow a letter to go out, dig under the surface of each circular and see whether it really strengthens your case.
Apply this test; is the letter supported with amplified description, proof, materials for ordering? If it is, it is ready for the attack. You may find it best to put your description, your testimonials, your guarantee and your price list all in one circular. It is not a mistake to do so. But whether they are all in one enclosure or in separate pieces, they should be there. And in addition, put in your return card order blank or envelope or whatever will serve best to bring the order. When your letter with its aids is complete, consistent, equipped to get the order then, and only then, let it go into the mails.
Bringing In New Business By
POST CARD
PART V—WRITING THE SALES LETTER—CHAPTER 20
Methods of soliciting trade by mail are not confined to the letter or printed circular. The postal regulations are sufficiently broad to allow a generous leeway in the size and shape of communications that may be sent by mail, and as a result, a new field of salesmanship has been opened by the postal card. Folders, return- postals and mailing cards have become part of the regular ammunition of the modern salesman, who has adapted them to his varied requirements in ways that bring his goods before me "prospect" with an emphasis that the letter often lacks—and sometimes at half the cost
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The result-getting business man is always asking the reason why. He demands that a method, especially a selling plan, be basically right; that it have a principle behind it and that it stand the microscope of analysis and the test of trial.