Business Correspondence, Vol. 1: How to Write a Business Letter

by Anonymous

A large concern aims to make its points stand out more clearly by having the arguments presented in a one, two, three order, and each paragraph is introduced with a subject printed in capitals at the beginning of the first line, such as Location, Terms, Guarantee. This company, dealing in lands, usually finds it necessary to write rather lengthy letters and the subject heads serve as guide-posts and tend to concentrate attention.

One firm has barred all superlative adjectives, not merely to guard against exaggeration but because the superlative degree lacks conviction. The statement that "This is the best collar ever made" is not believed, but to say that it is a "fine" collar or a "good" collar for it is five-ply, and so forth, rings true. It is a better selling talk and so the superlative is not permitted.

Then there are other general policies that concerns have adopted, such as a rule that the price of articles cannot be mentioned in a letter. A printed enclosure gives this information and reference may be made to it, but the dollar mark does not appear in the letter itself. This policy has been adopted to emphasize upon readers the fact that the company quotes but one price to all, and it makes an effective selling talk out of the point that special discounts and "inside prices" are never given. As confidence is always the first essential in building up a mail-order business, this policy has done much towards increasing the standing and reputation of the houses using it.

And then come certain specific instructions covering a multitude of details. For instance, the style of paper is a matter that progressive business houses no longer ignore. The policy of the house may be revealed in the envelope and letter paper before one has had time to read even the date line. Some firms provide different grades of stationery for different departments, the sales letters going out in a much finer dress than letters from other departments.

The style to use is largely a matter of personal taste and preference. The significant thing is not in the kind that is used by certain companies but the fact that progressive business houses now appreciate the necessity for a uniformity in stationery and in the manner of handling it.

Harmony of color is especially desirable—the tint of the paper, the color of the lithographing, embossing or printing, the color of the typewriter ribbon used and the color of the ink used in signing. None of these points are too small to be considered in the progressive business houses today.

The closing is no less important than the opening and most rule books relieve the correspondent of all responsibility in deciding on what subscription to use or how to sign the letter. For instance, he is told that the house policy is to close with "Yours truly" and that the name of the company is written with the typewriter followed by the signature of the writer and his title, such as "President," or "Sales Manager."

A publishing house in the east for years clung to the established policy of having all letters go out in the name of the president. But it was finally decided by the executive committee that this policy tended to belittle the house, for it was obvious that no institution of any size could have all its mail handled directly from the president's office. It was argued that if the president's name were used only occasionally, greater prestige would be given to the letters that actually came from his office, and thereafter letters were signed by different department heads as "Manager of Sales," "Advertising Manager," "Managing Editor," "Manager of Collection Department," and so forth.

And just so one could go through the book of rules of any business house and find a good reason for every policy that has been adopted. For while it is desirable to have a "family resemblance" which is possible only through established rules, and while letters written under specific instructions have added dignity and character, yet there is back of each rule some additional significance, the force of some tested argument, the psychological effect of some timely suggestion.

No longer do large manufacturing and mercantile houses send out their salesmen and allow each one to push his line as he sees best. Many concerns require the salesmen to take a regular course of training to learn thoroughly the "house" attitude, and they are given instructions on the best way to present arguments and overcome objections—just so the men who sell by letter are now instructed in the best methods for getting results.