In modern business the letter has become the advertiser, the salesman, the collector, and the adjuster of claims. An advertisement must be attractive; it must arouse the interest of the one who sees it. A salesman must understand human nature; he must forestall objections by showing the customer how he will gain by buying. The collector and the adjuster of claims must be courteous and at the same time shrewd. If a letter is to meet all of these requirements it cannot be dashed off at a moment's notice. It must be thought out in detail and written carefully to include all that should be expressed. This means, especially in a sales letter:
1. An unusually worded opening that puts the writer's affairs in the background and the reader's gain in the foreground. Begin with you, not we. The reader is interested in himself, his own progress, his own troubles, and not in the possessions of the writer, except as the writer can show that those possessions affect him.
3. A clear, simply worded explanation of the purpose of the letter.
3. Proof of advantages to the reader.
4. Persuasion or inducement to act now.
5. Conclusion, making this action easy.
Above all, if a letter is to be good, it must not be too short. In the pursuit of brevity too many pupils in business English make the mistake of writing altogether too little to get the reader's attention; and if his attention is not aroused, the letter fails. The letter should be long enough to suggest interest in the welfare of the reader and enthusiasm for the subject under discussion.
Enthusiasm in business involves knowledge both of your project and of your customer. You cannot attempt to write a letter of any kind unless you know the facts that require it. Perhaps it is a complaint that you must try to settle. Without a knowledge of the facts, of the truth or the untruth of the claim, how can you write the letter? Sometimes it requires both time and study to gather the necessary details, but they must be gathered.
When you have your details and begin writing, be sincere. You must be so absolutely in earnest that the reader will at once feel and begin to share your enthusiasm.
Knowledge of the person to whom you are writing is fully as important as knowledge of your subject. You must get his point of view, understand his character, and appeal to the qualities that you recognize in it, to the desires or ambitions, that it shows. To a certain extent all of us are alike. There are certain fundamental interests that we all possess; these may safely be appealed to at almost all times. But our employment, our habits of life, our ways of thinking make us different. The same argument, probably, will not always bring satisfactory replies from a manufacturer, a farmer, a judge, a minister or priest, a carpenter, and a woman. Some people like to receive a long letter that goes carefully into detail; others will not take the time to read such a letter. Each customer must be studied. This is so difficult a matter that no one can expect to learn it all at once.