There are four ways for making the body of the letter look like a regularly typewritten message: it may be typewritten, printed on a printing press, printed through a ribbon or printed by means of a stenciled waxed paper.
Firms sending out only a few form letters typewrite them so that no effort is necessary to give an individual touch.
But the letter printed from typewriter type by means of an ordinary printing press is obviously nothing more than an ordinary circular. Filling in the name and address by a typewriter is absolutely useless. It is usually advisable to print form letters by means of some duplicating process which prints through a ribbon.
Where a stencil is used, the waxed paper is put in the typewriter and the letter is written on it without a ribbon. Here the stenciled letter replaces the usual type, and the impression secured can seldom be detected from a typewritten letter. A stencil can be made more quickly than type for the same letter can be set. Then the exact touch of the typist is reproduced on the duplicated letters through the stencil. No stenographer can write a letter without making some words heavier than others, the distribution of the ink is not the same throughout, so absolute uniformity in the printed letter is not advisable.
In printing the body of the letter select some process which gives the appearance of typewriting and then match the fill-in. One merchant secured an effective matching of fill-in and body by printing the form with a poorly-inked ribbon on the duplicating machine and then filling in the name and address with a typewriter ribbon that had been well used. While the general appearance of the letter was marred by this scheme, the impression was that of a letter written on a poor typewriter and it was effective.
The business man, the clerk and the farmer—everyone visited by the postman—is becoming more and more familiar with letters. The day has passed when anyone is deceived by a carelessly handled form letter. Unless a firm feels justified in spending the time and money to fill in the letter very carefully, it is much better to send it out frankly as a circular.
Nor is this always a weakness, for a clever touch can be added that introduces the personal elements. One mail-order house sent out a large mailing with this typewritten notice in the upper left corner of the letterhead:
"You must pardon me for not filling in your name and address at the beginning of this letter, but the truth is I must get off fifty thousand letters tonight, and I have not the necessary stenographic force to fill in the name and address on each individual letter."
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In spite of the fact that each man was frankly told that 49,999 other persons were receiving the same letter, the appeal was as personal as an individual message. Another writer opened his communication in this way: