Another concern typewrites the note "Personal Matter" on the enclosed return envelope to give added individuality to it. Thus the return envelope contributes to the general impression of the one-man message. But whether it is the superscription, the body of the letter, the closing or the enclosure, there is one general principle that must be followed: first consider how you would handle the individual letter, then make the form letter similar. Make the form letter talk as though it were intended for one man. Keep this rule in mind and your form letters will pull.
Making Letterheads and Envelopes
DISTINCTIVE
PART IV—THE DRESS OF A BUSINESS LETTER—CHAPTER 12
The dress of a business letter reflects the character and the standing of a house no less than the dress of its personal representative. The quality of the paper, the kind of printing or engraving, the mechanical make-up—all these things contribute to the IMPRESSION a letter makes upon the recipient even BEFORE THE MESSAGE IS READ. Many letters come to nothing because their dress is unattractive, cheap, slovenly; and so progressive business men are learning to select their stationery with care to insure for it both tone and dignity. The kind of paper to select—the size, the tint and the quality—is described and explained in the following chapter
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The first impression created by a business letter is based upon its outward appearance—upon its mechanical make-up, the quality of its paper, the grade of its printing or engraving; upon the superficial qualities that are apparent at a glance.
The externals do not necessarily reflect the quality of the message within the letter. But the experienced business man, who is trained to make his estimate quickly, gets an impression of some kind—good, bad or indifferent—of every letter that comes before him, even before a word of that letter is read.
In other words, the general appearance of the letter is the first appeal that it makes to the average man. The nearer that appearance conforms to the appearance of the letters from reputable concerns with which he is familiar, the more favorably he is impressed with it. The farther its appearance departs from the established and approved standards, the more forcibly will that letter force itself upon his attention. But whether the recipient is favorably or unfavorably impressed by this prominence depends upon the skill and ingenuity with which the letter is made up mechanically.
Generally speaking, business correspondence paper may be classified as follows:
First: The conventional stationery, that conforms to the established rules and the principal variation of which is in the quality of its paper and printing.