This illustrative feature is all important because it virtually plays the part of the initial paragraph of the letter—it makes the point of contact and gets the attention. It corresponds to the illustrated headline of the advertisement. No rules can be laid down for it as it is a matter for individual treatment.
Colors that create a proper condition of mind through psychological effect must be taken into consideration in the attention-getting feature of the folder. There are certain color schemes which are known to create a particularly appropriate condition of mind. For instance, where quick action is wanted, a flaring color is effective. Where pure sales arguments count most in stating a proposition, blacks and whites have been found the most adequate. Soothing colors, such as soft browns and blues, have been found to appeal to the senses and serve to insure additional interest through a pleasant frame of mind.
The right impression once gained, the style of the reading matter must make the most of it. Many have hesitated to use the postal or folder because they fear for a certain loss, through lack of dignity, where the proposition demands an especially high-class approach. But to some folders, especially of the letter variety now in use, no such criticism could possibly be offered. Really fine samples of these letters bear outside illustrations from photographs or the work of the best artists. Their appearance outside and inside is given every possible attention to create the impression of distinct value. An appeal to the senses, as in the use of pleasing colors, is a feature of their make-up.
The personal letter inside is perfect in details of typography; it is carefully filled in with prospect's or customer's name; care is taken to see that the filling-in process matches the body of the letter and a personal signature is appended to give a more intimate appeal.
The cost of these folders, because of the high grade of reproduction and the art work, runs considerably above the usual business-getting letter of one-cent mailing. The lowest class of these folders cost approximately the same as the usual letter under two-cent mailing. Any addition of special art work increases their cost proportionately, but the expense is frequently justified.
These illustrated letters depend upon their power of suggestion, through graphic illustration and design, and upon the personal idea of the letter used for getting business. Few enclosures, other than the return card, or reminder card, for filing purposes, are used.
One physician, especially anxious of promoting a new remedy, sent out mailing folders describing his remedy and offered an absolute guarantee of results before payment. The return card enclosed with this folder was engraved with the name and address of the physician above and underneath his absolute guarantee. Because the campaign was so unusual, it produced unexpectedly large returns.
Here, as in the usual business-getting letter, careful attention is given to details. The importance of attracting attention in the first paragraph by careful expression, followed by the creating of desire in the mind of the customer or prospect and the adding of conviction—and finally, the use of reason that compels action cannot be emphasized too strongly.
A more appealing letter could scarcely be written than the following, used in the cigarette campaign previously mentioned. The outside of the folder carried an appropriate drawing by one of the best American artists and the whole folder gave an impression of the highest quality. Note the easy style, designed to catch the reader as he first opens the folder and carry him along fascinated to the end:
Dear Sir: