Trusting we shall hear from you with an order, we are
Yours truly,
2
Dear Sir:
Under separate cover you will receive a copy of our latest general catalogue, published especially for owners of Variety Stores. We are sending you the general catalogue because we do not know whether you are interested in a particular department. However, if your business specializes in any one class of goods—such as jewelry, furniture, hardware, or drygoods—we shall be glad to supply you with the departmental book you need. On the enclosed postal card simply check the one you wish, and mail the card to-day. We shall forward the catalogue at once.
You may know that we always have on hand between two hundred and two hundred and fifty different Variety Store Leaders, affording you a wide selection of high-class goods of the finest materials, the neatest workmanship, and the latest styles at very low prices. After glancing over the catalogue you will agree with us that in every department of our huge business a dollar has full purchasing power.
A unique feature of our business, moreover, is the Co-operative Bureau, which you will find a decided help in building up your business. Each week the Bureau sends out a Bulletin, acquainting our customers with important business events in the larger trade centers, with suggestions for new advertising and selling methods, with notices of new stock additions that make especially good leaders, and with advice how best to display them. The Bureau invites correspondence and sends customers, absolutely free of charge, advice on new store arrangements, window decorations, and advertising plans.
Your first order makes you a co-operating member and entitles you to all the privileges of the Bureau and the services of an institution with wide experience and with a recognized reputation for square-dealing. Fill out the enclosed order blank, mail it to-day, and receive this week's Bulletin by return mail. It contains several splendid suggestions for novel, inexpensive advertising.
Yours truly,
The letter given above is personal and yet dignified. Usually that is the best style to use, and the one that we wish to practice writing. Sometimes, however, results can best be obtained by using the colloquial or even jocular tone illustrated in the following letter sent to a retailer in Ottumwa, Iowa: