How many of yours fail? The engagement usually depends on the interview; and the interview cannot, as a rule, be obtained without the impressive letter. Consequently, the letter is of tremendous importance.
If you carry out the suggestions set down in plain language in this little book, you can hardly fail to land a position. And I am offering the book for twenty-five cents a copy. Just think of it! The principles and plans outlined in its pages have been the means of securing high-salaried positions for its author and for others, and this valuable information is yours for the price of five car rides.
This is my offer: Send me a 25-cent piece in the enclosed coin-card, or twenty-five cents in stamps, and I'll mail you a copy of HOW TO GET A POSITION AND HOW TO HOLD IT. If, after reading the book, you do not feel it is worth many times its cost, just tell me so and return the copy in good condition. I'll send your money back without any quibbling. Could any offer be fairer?
Order today—now. Next week there may come to your notice an opening that may be the chance of a lifetime—when my little book will be worth its weight in gold. Besides, it tells how to create openings when none are advertised. You need not write me a letter. Just write your full name and address on the back of this sheet and wrap your stamps up in it, or put your name and address on the coin-card after you have enclosed the 25-cent piece. I'll understand.
Write plainly. I am selling the book so cheaply that I cannot afford to have any copies go astray in the mails.
Yours truly,
[Signature: Charles Black]
* * * * *
Now as to the other kind of original sales letter—the one that is merely the first of a series of three or more letters skillfully planned to build up interest until the climax, the purchasing point is reached. This letter is really a combination of the two kinds. If you can land the order with the first letter, you want to, of course. But you know you can expect to do this only in a small percentage of cases. So while you must put into the initial letter enough information to make your proposition clear and must give at least one good reason for buying, you must keep good convincing sales talk in reserve for the succeeding letters. And you must plan this first letter so that the re-enforcements to follow will logically support your introduction.
This can best be illustrated by a clever first letter from a very successful series. The manufacturer of a $5 fireless cooker planned a letter campaign to induce hardware dealers and department stores to buy a stock of his product.
The first sales letter of the series scored strongly on one or two points and at the same time paved the way for the second letter: