[Sidenote: Suggesting immediate action.]
Touch a match to a PERESO cigarette after luncheon today. You will be delighted with its exquisite aroma, its fleeting fragrance and delicate mildness.
[Sidenote: Strength in clincher lies in absolute guarantee.]
If it is not better than the best cigarette you have ever smoked, allow us the privilege of returning the fifteen cents the package cost you. The original box with the remaining cigarettes, when handed to your dealer, will bring the refund.
Will you Join us in a PERESO cigarette today?
Very truly yours.
[Signature: Adams & Adams]
* * * * *
Enclosed in this folder next to the letter was a card bearing a picture of the cigarettes in their box. At the bottom of the folder, underneath the letter, was the phrase: "All good dealers—fifteen cents a package."
With the mailing card, as with the letter, guarantees, free trial offers and the like, help to strengthen the close of the proposition, win the confidence and bring back the answer.
For example, a large watch company, wishing to appeal to a class of customers who had previously been listed and whose financial standing made its proposition secure, sent out folders signed by department heads asking the privilege of mailing a watch for examination and trial. The letter, which carefully described the advantages of the watch over other watches sold at similar prices, offered this trial without any cost to the prospect, only asking that if the watch suited his needs a draft be mailed to the company. The return card in this case contained an agreement by the firm to hold the prospect in no way obligated to the company, except through purchase. Before returning the card to the company, the prospect was required to sign it, agreeing that, after a trial, either the watch or the money should be sent in.