Arrangement of a business letter (block form)
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Arrangement of a business letter (indented form)
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Whether the letter should have a return card or envelope depends upon circumstances, as also does the inclusion of an illustrated folder. The return card is more valuable with a letter that goes to a home than with a letter that goes to an office. Very few men with stenographers will bother with return cards—their stenographers or secretaries will send a note. On the other hand, letter-writing facilities are not so easily available in the usual home and the card is likely to be used. The putting in of a folder sometimes takes away from the force of the letter. It is often better to reserve the folder for a second letter or for answering an inquiry. For once the prospect has written in for more information the whole purpose of the letter changes. The interest can be presumed, and the object of the letter is to give the greatest possible amount of clear information to the end of causing action. Saying too much in the first letter may give the reader an opportunity to reach a conclusion, when the purpose of the first letter is primarily to get a name—a prospective purchaser. Many a salesman kills a sale by talking too much; so does many a sales letter.
Sales and Announcement Letters
To charge customers selling and announcement letters are sent out before the public advertising. (They can also be used as general announcements by eliminating the portions referring particularly to the charge accounts.)