"Simply tell us NOW to continue your subscription. Remit at your convenience. Better still, wrap a $1.00 bill in this post card—and mail to us today. We will send not only the twelve issues paid for, but will—as a cash discount—extend your subscription an extra two months."
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Here the cost is brought in almost as an afterthought, yet in a way that actually brings the cash with the renewal.
"Fill out the enclosed order and the goods will be shipped at once and billed in the regular way."
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The payment is not in sight—it hasn't yet turned the corner. "Billed in the regular way" catches our order where we would postpone action if it meant reaching down into our pockets and buying a money order or writing out a check. The payment looks afar off—and it will not seem so much if the account is paid along with the rest of the bills at the first of the month.
SCHEME 11—THE FIRST INSTALLMENT AS A "DEPOSIT"
Where goods are sold on "easy terms" and a first payment required, many correspondents refer to the remittance as a "deposit." In the strong guarantee it is expressly stated that in case of dissatisfaction, the "deposit" will be returned.
Even the deferring of the payment a few days helps to pull an order. It is not that a man is niggardly or that he does not want the article but it is the desire, rooted deep in human nature, to hold onto money after it has been hard earned.
"To facilitate your prompt action, I am enclosing a convenient postal card order. Our shipping department has had instructions to honor this as readily as they would your check. There is no need to send the customary initial payment in advance. Simply sign and mail the enclosed card; when the file comes, pay the expressman the first payment of $2.00."