Very truly yours,
[Signature: Grace La Fountain]
* * * * *
The letter is in a chatty style that assures its being read. It does not say, "We have just the corset for you stout women"—but that is what it means. It interests and appeals especially to the stout women without reminding them offensively that they are too heavy to wear the styles in vogue.
The National Cloak Company has studied the methods that take firm hold on the women and finds it necessary to bear down heavily on the guarantee of satisfaction. Many women are inclined to be skeptical and hesitate long before sending money to an unknown house. So the National uses a guarantee tag insuring customers against dissatisfaction, sending these tags out with the goods. It assures the return of money if the order is not all right in every way and further agrees to pay all the express charges. Free reference is made to this tag in the company's letters and it gives a certain concreteness to the guarantee feature. This tag makes its own argument, proves its own case.
Business men generally take it for granted that satisfaction goes with the goods; their experience enables them to size up a proposition quickly and if there is any flaw in the advertisements or the company's methods, they pass it by. But women, not so familiar with business affairs, must be approached from a different angle. Little points must be explained and guarantees must be strongly emphasized. The formal letter which appeals to a man by going straight to the point would, by its very conciseness, offend the vanity of a woman.
The successful correspondent never overlooks the susceptibility of a woman to flattery—but it must be the suggestion of flattery, the implied compliment, rather than the too obvious compliment.
"The handsomest gown money will buy can't make you look well unless your corset is the correct shape."
* * * * *
This is the opening sentence in a letter advertising a particular corset. The lady is gracefully complimented by the intimation that she wears handsome gowns, yet there is not the slightest suggestion that the reference was dragged in as a part of the selling scheme.
Instead of insinuating that she must buy cheaply, let it be hinted that she is actuated by the very laudable motive of economy. "You would scarcely believe that such delicious coffee could be sold at 20 cents—unless you happen to know that the flavor of coffee depends largely upon the blending." Here the low price is emphasized but there is no hint of forced economy; rather it suggests that the best quality can be obtained without paying a high price.