SCHEME 16—ORDERING BY MARKS
In dealing with an unlettered class of people, it is well to put a footnote in very small type under optional lines or words and to instruct the purchaser to "Cross out the style you do not want" or "Put an X opposite the quantity ordered."
In case of articles that are sold for cash and also on the easy payment plan, it is better to have two separate order blanks printed on different colors of paper, one plainly headed "Cash Order Blank," and the other "Easy Payment Order Blank." Avoid the "Instalment Plan." The name has lost standing of late; the wording "Easy Payment Plan" is better and more suggestive.
SCHEME 17—THE COIN CARD
The coin-card method is a winner for sales under a dollar. The card, with its open holes inviting the quarter or the fifty-cent piece, and the order blank printed conveniently on the flap—captures much loose money.
The post office department will furnish money order applications with the name of the advertiser printed in the proper spaces. These printed applications should be sent for the prospect's convenience in cases where a money order is likely to be used. They insure that the advertiser's name will come before postmaster's written in the preferred form, and they also relieve much of the hesitancy and embarrassment of the people that do not know how to make out an application.
SCHEME 18—SENDING MONEY AT THE OTHER FELLOW'S RISK
One of the best schemes for easy ordering invited the reader to fold a dollar bill in the letter "right now" and mail the letter at the risk of the firm. That effective closing removed the tendency to delay until a check or a money order could be secured. It took away the fear of loss in the mails. It largely increased the returns of the letter.
It is sometimes an excellent plan to suggest that the reader sign and mail at once a postal card that is enclosed. If there is an inch or two of space at the bottom of the letter, a blank order or request may be written there that needs only a signature to make it complete. In the closing paragraph, direct the reader to sign and return the slip.
An addressed envelope should always be enclosed. It will not always be used, but it will be used by most people, and it assures the correct address and facilitates the handling of incoming mail.