How To Write Letters That Appeal To WOMEN
PART VI—THE APPEAL TO DIFFERENT CLASSES—CHAPTER 22
The two-page letter which a man would toss into the waste basket unread may be read by a woman with increasing interest at each paragraph. The average woman does not have a large correspondence; her mail is not so heavy but what she FINDS TIME TO READ EVERY LETTER THAT APPEALS TO HER EVEN SLIGHTLY. The printed heading may show a letter to be from a cloak company. She doesn't really need a new coat—and anyhow she could hardly afford it this fall—but she would just like to see what the styles are going to be like—and it doesn't cost anything to send for samples. Yet if the writer of the letter is skilled and understands the subtle workings of a woman's mind, THE CLOAK IS HALF SOLD BY THE TIME SHE FILLS OUT THE POSTAL CARD. This chapter tells why
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The more personal a letter is made the more successful it will prove. Several large mail-order houses, handling thousands of letters every day, are gradually abandoning the use of form letters, making every communication personal. The additional expense is of course great but the increased business apparently justifies the new policy.
The carelessness that sends out to women form letters beginning "Dear Sir" has squandered many an advertising appropriation. A man might not notice such a mistake or he might charitably blame it onto a stupid mailing clerk, but a woman—never.
The mail-order houses with progressive methods not only guard against inexcusable blunders and tactless letters but they are studying the classes and the individuals with whom they are dealing. A mail may bring in two letters—one, from a farmer, laboriously scrawled on a bit of wrapping paper; the other, from a lady in town, written on the finest stationery. Both may request catalogues and the same printed matter will be sent to each, but only the amateur correspondent would use the same form letter in reply.
The book agent who rattles off to every prospect the set speech which the house furnished him with his prospectus either throws up the work as a "poor proposition" or changes his tactics, and the form letter that tries to wing all classes of individuals is most likely to miss all.
In making an appeal to women, the first thing to be considered is the stationery. Good quality of paper is a sound investment. Saving money by use of cheap stationery is not economy for it prejudices the individual against the sender before the letter is ever opened.
Firms that cater to women of the better class follow out the current styles in writing paper. The "proper" size and shape of sheet and envelope immediately make a favorable impression. Various tints may be used to good effect and, instead of a flaring lithographed letterhead, the firm's monogram may be stamped in the upper left-hand corner. The return card on the envelope should not be printed on the face but on the reverse flap. Such a letter is suggestive of social atmosphere; it is complimentary to the lady.