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A letter, like a person-to-person call, is a meeting of two minds. Therefore, the letter should convey the facts and cir- cumstances in a manner that will influence, persuade, and convince. The ability to assemble a few platitudes and string a few sentences together does not adequately meet these desired objectives. Therefore, make it a habit to think, med- itate and contemplate that which you are about to write, and also try to anticipate the effect that your letter will have on the prospect. Ask yourself, what is this letter supposed to do? What is the best way to do it? You can easily answer the first ques- tion, but the second requires concentration to achieve an easy flow of meaty, strong words with a punch. Your letter must be explicit, simple, and, above all, brief. Here is another letter that my good acquaintance, Donald Latella, head of D. C. Latella & Associates of Philadelphia, uses to great effect in securing interviews for his services: Mr. Richard Roe, President Acme Instruments Company 12 Park Avenue Philadelphia, Pennsylvania Dear Mr. Roe: Increased Output of 3Sy 3 % That is exactly what we did for one of our recent clients, who previously was having difficulty showing a reasonable "profit" on orders booked. 186 A LETTER HE WILL REMEMBER How Is Your "Profit Picture"? Are your profits smaller than they should be, due to rising costs of materials and labor or inadequate con- trols of production and costs? In today's business economy, outside help for inside problems is one successful way progressive manage- ments have been able to increase the size of their "prof- fits." It is quite possible that we may be able to serve you to advantage as we have our other clients. We should like an opportunity to outline our methods to you in person or by correspondence, without obliga- tion—of course. Very truly yours, D. C. LATELLA & ASSOCIATES (Signed) Don Latella This letter says just enough to arouse the interest of the prospect and to make him wonder what it is all about. Sometimes it is rather difficult to make contacts through the medium of letters. Should you encounter difficulty, here is a letter than can be used with great effect in admitting you to see the prospect: Mr. James Smith D. W. Brown & Co. 300 West Street Portland, Oregon Dear Mr. Smith: For the past several months you have locked your door against me. It pays to lock your door against a thief, but I am not a thief—not even a thief of time. In fact, I can prove that a few minutes loaned to me will return compound interest to you. Just think, Mr. Smith, that if everyone in America should lock their doors against each other—how soon our great country would become another Iron Curtain. The exchange of ideas has made America great, and I know of no better way in which to keep it that way. I am coming in to see you on Thursday morning around 10:30 o'clock. A LETTER HE WILL REMEMBER 187 Believe me, I can see the key in your hand. Looking forward to seeing you and with high regard and best wishes for your continued good health and hap- piness, I am Sincerely yours, Earl Prevette The following letter will always arouse the curiosity of the prospect: Mr. E. Webster Wanner, Vice-President Hulburt Oil & Grease Company Philadelphia, Pa. Dear Mr. Wanner: An important situation now confronts your company that can easily affect its entire future operation. You should know about this situation, and I am com- ing in on Wednesday morning around 10:30 o'clock to give you the facts. Thanking you for your co-operation, and with high regard and all good wishes for your continued good health and happiness, I am Sincerely yours, Earl Prevette This letter does everything but sign the application: Mr. I. Franklin Howard, C.P.A. Widener Building Philadelphia, Pa. Dear Mr. Howard: Have you ever thought that it takes $100,000 invested in 3% bonds to bring in an income of $250 per month? To have an income for life of $250 per month at re- tirement it will be necessary for you to save almost $5,000 per year for the next 20 years. To save $5,000 per year today, after paying taxes, meeting living expenses, and providing educational charges, is almost an impossibility. So why worry, Mr. Howard, when you can get the same plan for only $25 per week? In fact, you can get 188 A LETTER HE WILL REMEMBER a better plan. Why? Because the plan I suggest is in- sured and guarantees that if you should pass away while making your investments the company will return all your payments, and in addition to these will pay your family $25,000 in cash. The plan has many other val- uable features. It is the most talked of plan anywhere. Please mail the enclosed postcard. No stamp is necessary. With high regard and all good wishes for your con- tinued good health and happiness, I am Sincerely yours, Earl Prevette Here is a letter that will pull innumerable inquiries. It is brief and to the point, but it certainly arouses the curiosity of the prospect. This letter is addressed to him or his family. Mr. John Doe Everybody's Building Anywhere, U. S. A. Dear Mr. Doe: Would you mind giving me your date of birth below, so that I may submit a plan for medical expenses and disability income, which, due to its low cost and liberal benefits, is the most discussed policy in the insurance world today. Name , Address Date of Birth Policy No Sincerely, The letters that I have given you are good patterns to fol- low. However, I do not think it is wise for anyone to copy another person's letter because in that way he loses the priceless ingredient of his own personality. In writing a let- ter, your own personality can make a whale of a difference. Before concluding this chapter, there are a few other sug- gestions that I would like to leave with you. Never send a letter that you will regret. When you feel A LETTER HE WILL REMEMBER 189 like writing a letter of revenge, expressing anger and hate- one of the stinging sort that almost melts the point of your pen—then go ahead and write it. By all means, get it out of your system; prepare it for mailing, even put it in an enve- lope, but, instead of mailing it, file it away. About a month later, take it out and read it. You will enjoy a hearty laugh. You can slap a man down with your fist, and he may arise and be your friend. But sting and cut him with words, and he is likely to be your enemy for life. Words that hurt the feelings of others are better unsaid. |
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