How To Bring The Letter To
A CLOSE
PART II—HOW TO WRITE THE LETTER—CHAPTER 7
GETTING ATTENTION, explaining a proposition and presenting arguments and proofs are essentials in every letter, but they merely lead up to the vital part—GETTING ACTION. They must be closely followed by PERSUASION, INDUCEMENT and a CLINCHER. The well written letter works up to a climax and the order should be secured while interest is at its height. Many correspondents stumble when they come to the close. This chapter shows how to make a get-away— how to hook the order, or if the order is not secured—how to leave the way open to come back with a follow-up
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Nothing will take the place of arguments and logical reasons in selling an article or a service. But most salesmen will bear out the statement that few orders would be taken unless persuasion and inducement are brought into play to get the prospect's name onto the dotted line. Persuasion alone sells few goods outside of the church fair but it helps out the arguments and proofs. The collector's troubles come mainly from sales that are made by persuasion, for the majority of men who are convinced by sound arguments and logical reasons to purchase a machine or a line of goods carry out their part of the bargain if they can.
There are a good many correspondents who are clever enough in presenting their proposition, but display a most limited knowledge of human nature in using persuasions that rubs the prospect the wrong way.
"Why will you let a few dollars stand between you and success? Why waste your time, wearing yourself out working for others? Why don't you throw off the conditions which bind you down to a small income? Why don't you shake off the shackles? Why don't you rise to the opportunity that is now presented to you?"
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Such a letter is an insult to anyone who receives it, for it really tells him that he is a "mutt" and does not know it. Compare the preceding paragraph with this forceful appeal:
"Remember, the men now in positions you covet did not tumble into them by accident. At one time they had nothing more to guide them than an opportunity exactly like this one. Someone pointed out to them the possibilities and they took the chance and gradually attained their present success. Have you the courage to make the start, grasp an opportunity, work out your destiny in this same way?"