After this poor beginning the letter goes on with its explanation and argument, but the message is lost—a message that might have borne fruit had the writer repressed his own selfish motives and pointed out how the reader would gain. There is then plenty of time to refer to the cost of the outfit.
A letter from a manufacturing concern selling direct to the consumer starts out in this kill-interest fashion:
"Did you get our circular describing the merits of our celebrated
Wonderdown Mattresses which cost, full size, $10 each?"
* * * * *
An experienced correspondent would never commit such a blunder for he would not bring in the price until near the end of the letter; or, more likely, the dollar mark would not appear in the letter at all. It would be shown only in an enclosure—folder, circular, catalogue or price list. So important is this point that many schemes have been devised for keeping the cost in the back-ground and this is one of the principal reasons why many concerns are emphasizing more and more the free trial and selling on instalments.
One manufacturing company makes a talking point out of the fact that the only condition on which it will sell a machine is to put it in a plant for a sixty-day trial; then if it is found satisfactory the purchaser has his option of different methods of payments: a discount for all cash or monthly instalments.
There are many propositions successfully handled by gradually working up interest to the point where price can be brought in, then leading quickly to the inducement and the clincher. In such a letter the price could not be ignored very well and the effect is lost unless it is brought in at the proper place, directly following the argument.
Like all rules, there are exceptions to this. Sometimes where the reader is familiar with the proposition it may be a good policy to catch his attention by a special price offer at the very beginning of the letter. This is frequently done in follow-up letters where it is reasonably certain that the preceding correspondence has practically exhausted explanation, description and arguments. The problem here is different and a special price may be the strongest talking point.
Then, of course, there are letters that are intended merely to arouse the interest of the reader and induce him to write for prices and further information. The purpose here is to stimulate the interest and induce the recipient to send in particulars regarding his needs and ask for terms. After a man's interest has been this far stimulated it is comparatively easy to quote prices without frightening him away.
But in the majority of sales letters an offer must be made, for price, after all, is the one thing that is, to the reader, of first importance. Most men want to know all about a proposition without the bother of further correspondence and so a specific offer should usually follow the arguments.