SCHEME 13—THE EXPENSE VERSUS THE INVESTMENT ARGUMENT
A companion argument is that the device is not an expense but an investment. Here there is no attempt to put the cost price in the background but to justify the outlay as a sound investment—a business proposition that is to be tested by the investment standard. This is a strong argument with the shrewd business man who figures the value of things not on the initial cost, but upon the profits they will earn and the dividends they will pay.
The whole proposition must be shaped in such a way that it is easy for the prospect to buy. He must want to buy—and the experienced correspondent realizes that every word and phrase must be avoided that is capable of being misconstrued. There are no details so small that they do not have a bearing on the success of a campaign.
SCHEME 14—THE RETURN POSTAL FILLED IN FOR MAILING
And now that you have made clear your proposition and shown your proof, now that you have led your prospect to the buying point, the next step is to make him send you the order. And the only way to do this is to follow the example of the good salesman: put the pen in his hand, your finger on the dotted line, and slip the order blank before him. The salesman does these things because he knows that he might lose the sale if he asked his prospect to hunt up a pen, a letterhead and some ink. He knows the value of making it easy to buy. And in selling by mail you must do the same. Don't guide him on to a decision to order and then leave him at sea as to how to do it. Show him exactly what to do. It is easy enough simply to say, "Write me a letter," or, "send me $2.00." The very man you want most to sell may not know how to write a clearly worded order. Even if he does, the fact that you ask him to go to the trouble of getting his writing materials may serve to postpone the act and lose him the desire to buy. So give him the order ready to sign, with as few changes as possible required. And give him an addressed return envelope to send it in. If no money is to be sent with the order, put it on a post card. "Sign and mail the card" borders on the extreme of simplicity in buying.
You cannot be too simple in your method of soliciting orders. If your proposition will admit of saying, "Pin a dollar bill to this letter and mail," say it. If more details are needed, make them as simple as possible.
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