On the wall at Oxford University, England, hangs a copy of the letter that Lincoln wrote to a Mrs. Bixby. It is considered one of the finest letters ever written. It is a fine example of what a letter should be, and is a source of in- spiration to everyone who aspires to improve the technique of letter writing. This letter is so unusual that it deserves reviewing. This is the letter:

Washington, Nov. 21, 1864 To Mrs. Bixby Boston, Massachusetts

Dear Madam:

I have been shown in the files of the War Department a statement of the Adjutant General of Massachusetts that you are the mother of five sons who have died glori- ously on the field of battle. I feel how weak and useless must be any word of mine which should attempt to be- guile you from the grief of a loss so overwhelming. But I can not refrain from tendering you the consolation that may be found in the thanks of the republic they died to save. I pray our Heavenly Father may assuage your be- reavement and leave you only the cherished memories of the loved and lost and the solemn pride that must be yours to have laid so costly a sacrifice upon the altar of freedom.

Yours very sincerely and respectfully

(Signed) A. Lincoln 181

An analysis of this letter shows that it contains every element of a good letter. The letter expressed the facts with a feeling of kindness and sincerity. It conveys a message of thanks and a beautiful prayer of condolence. It is not stilted or staid. It is written in plain, understandable language, with simplicity and clarity. Every phrase is expressive of Lincoln's feelings for a particular person at a particular time and for a particular occasion.

What is a letter? A letter is a written communication ex- pressing your feelings or conveying information to a par- ticular person, about a particular proposition, at a particular time.

There are many different kinds of letters, and many books have been written on the subject, but we will confine our thoughts to letters that pertain to selling.

Robert Louis Stevenson said: "I have before me just a lit- tle piece of white paper. It is blank and meaningless as it stands, yet what marvelous possibilities it contains." This little piece of paper conveying an idea, expressed kindly, friendly, frankly, and sincerely is the Ambassador of Good Will, that invisible quality that cannot be measured, but is the priceless ingredient of all sales activity.

Man is not born a letter writer, but writing a letter is like swimming: it is an art that anyone can acquire. Any salesman can learn to write a very effective letter. A little time and concentration must be devoted to its development and tech- nique. A letter is a record of your thoughts. A letter on which you have spent some time and thought gives your prospect something on which to ponder; in most cases, you get a kick from the fact that you have really accomplished something worth while.

Your study of letter writing can be furthered by observing the letters written by most business organizations. Most of these letters are staid and stolid, with leaden thoughts and wooden expressions. Most of these letters are colorless and tasteless, and are the antithesis of what a good letter should be. Use them as a guide and do the opposite, and you will be on your way to learn how to write a letter as a letter should be.