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Always remember that your letter is your representative. Therefore, dress it up. Make it neat in appearance. You cer- tainly would not call on a prospect in dirty, sloppy, working clothes, so why send a sloppy representative? Use clean, fresh stationery. Try to eliminate blots, blurs, and erasures. Make your letter as neat and dignified as pos- sible. As a salesman, you can acquire the art of writing a good letter. You can become adept at visualizing thoughts and ideas through the written word. In writing a letter, you have all to gain and nothing to lose. There is absolutely no need to get tense and rigid, and to think that you are pass- ing the Last Act of Congress. Just relax, be yourself, cut loose, and try to be perfectly natural. Get rid of all rigid- ness, tenseness, and formality. These retard your easy man- ner so essential in writing a good, friendly letter. Try to write as though the person to whom you are writing is sit- ting right across from you. Writing good letters is a practical means of helping you enlarge your power to sell. It will broaden your influence. It is a means to arouse the curiosity of the prospect and give you a chance to satisfy it with a sale. 190 A LETTER HE WILL REMEMBER Shakespeare said: "Brevity is the soul of wit/' Brevity is the best way I know of creating a favorable impression and illiciting a favorable reply. So do not be dull and tell the prospect everything in the letter. Just tell him enough to keep him wondering until you can tell him all. TWENTY-TWO |
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