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A letter might be divided into five parts. First: The salutation. I think that each letter should al- ways individualize the person to whom it is addressed. In- stead of saying "Dear Sir," say "My Dear Mr. Sloan." "Dear Sir" can refer to anyone, but when you insert the name of the person, the letter takes on warmth and cordiality. In this way you personalize your message. Second: The opening sentence. The first sentence of a letter should express interest. Be warm and hearty, and eliminate a selfish and haughty attitude. Indicate your in- terest by substituting the big "You" for the big "I." Start the letter with "Your fine letter" or "Your gracious letter," not "I received your letter." Another effective way to open a letter is by asking a ques- tion: "Have you ever thought . . . ?" or "Have you consid- ered ... ?" It shows interest in the person to whom you are writing. Third: The heart of the letter. A letter, to be effective, must be direct and to the point. Organize the knowledge or information that you want to incorporate in the letter. Every word, every thought, and every sentence must have its place. Following a pattern in preparing a letter helps you to express exactly what you want to say. You do not ramble, you do not stumble, and you express your thoughts with persuasion and ease. You write with command, your letter drives home your point, and what you say "clicks." Visualize your message in plain, concise, understandable language. Try to express yourself with the same freedom and fluency with which you talk. 184 A LETTER HE WILL REMEMBER In preparing an important sales letter, I suggest that you write your letter out on a plain sheet of paper. Incorporate in it every thought and idea that you can possibly think of pertaining to the subject at hand. Analyze and review this material, reflect and meditate on it, and then arrange it in sequence, and translate the best part of it into the terms of your prospect's interest. This will train and discipline you to anticipate the reaction of the prospect in advance. When you write a letter spend one-third of your time meditating on what you are going to say, and spend two-thirds of your time contemplating what the prospect is going to think. Ask yourself: "Is this message clear, concise, and understandable? Will it arouse the interest of the prospect? Will it make the prospect feel about my proposition the way I feel?" The let- ter should be flexible, easy to read, and easy to understand. Make it smooth so it will glide without dragging. When you prepare two or three letters thoroughly, it will become easier for you to express your thoughts fluently. In fact, it will enable you to write a better letter and will also help you to do a better job in selling when you are face to face with the prospect. Fourth: The close. The close of any letter should be a brief summary of the main points and advantages set forth in the heart of the letter. Use short sentences, make them crisp and pungent. Inject a feeling of kindness and respect into every line and by no means fail to include it in the close of the letter. Use kind words in a letter; they make the pros- pect feel friendly toward you. For example, I often close a letter as follows: "With high regard and all good wishes for your continued good health and happiness, I am, Sincerely yours." Fifth: Signature. Always sign your letter in a natural way with your customary signature. Thus, you have the five main points to guide and direct A LETTER HE WILL REMEMBER 185 you in preparing the letter. Now the question arises, how can this knowledge, translated into the interest of the pros- pect, be applied to get results? The main purpose of a sales letter is to open the way and make it easier for you to make a sale. It is your advance agent, telling the prospect about your proposition before you get there. Therefore, you nat- urally want to have a favorable response. |
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