THE BUSINESS LETTER
A reporter was sent out on a big story--one of the biggest that had
broken in many a day. He came back into the office about eight o'clock
all afire with his story. He was going to make a reputation on the
writing of it. He wanted to start off with a smashing first
paragraph--the kind of lead that could not help being read. He knew just
what he was going to say; the first half-dozen lines fairly wrote
themselves on the typewriter. Then he read them over. They did not seem
quite so clever and compelling as he had thought. He pulled the sheet
out and started another. By half-past ten he was in the midst of a sea
of copy paper--but he had not yet attained a first paragraph.
The City Editor--one of the famous old _Sun_ school--grew anxious. The
paper could not wait until inspiration had matured. He walked quietly
over to the young man and touching him on the shoulder he said:
"Just one little word after another, son."
And that is a good thought to carry into the composition of a business
or any other kind of letter. The letter is written to convey some sort
of idea. It will not perfectly convey the idea. Words have their
limitations. It will not invariably produce upon the reader the effect
that the writer desires. You may have heard of "irresistible"
letters--sales letters that would sell electric fans to Esquimaux or ice
skates to Hawaiians, collection letters that make the thickest skinned
debtor remit by return mail, and other kinds of resultful, masterful
letters that pierce to the very soul. There may be such letters. I doubt
it. And certainly it is not worth while trying to concoct them. They are
the outpourings of genius. The average letter writer, trying to be a
genius, deludes only himself--he just becomes queer, he takes to unusual
words, constructions, and arrangements. He puts style before thought--he
thinks that the way he writes is more important than what he writes. The
writer of the business letter does well to avoid "cleverness"--to avoid
it as a frightful and devastating disease.
The purpose of a business letter is to convey a thought that will lead
to some kind of action--immediately or remotely. Therefore there are
only two rules of importance in the composition of the business letter.
The first is: Know what you want to say.
The second is: Say it.
And the saying is not a complicated affair--it is a matter of "one
little word after another."
Business letters may be divided into two general classes:
(1) Where it is assumed that the recipient will want to read
the letter,
(2) Where it is assumed that the recipient will not want to
read the letter.
The first class comprises the ordinary run of business correspondence.
If I write to John Smith asking him for the price of a certain kind of
chair, Smith can assume in his reply that I really want that information
and hence he will give it to me courteously and concisely with whatever
comment on the side may seem necessary, as, for instance, the fact that
this particular type of chair is not one that Smith would care to
recommend and that Style X, costing $12.00, would be better.
The ordinary business letter is either too wordy or too curt; it either
loses the subject in a mass of words or loses the reader by offensive
abruptness. Some letters gush upon the most ordinary of subjects; they
are interspersed with friendly ejaculations such as "Now, my dear Mr.
Jones," and give the impression that if one ever got face to face with
the writer he would effervesce all over one's necktie. Many a man takes
a page to say what ought to be said in four lines. On the other hand,
there are letter writers so uncouth in the handling of words that they
seem rude when really they only want to be brief. The only cure for a
writer of this sort is for him to spend some months with any good
English composition book trying to learn the language.
The second class of letters--those in which it is presumed that the
recipient will not want to read--comprises all the circular letters.
These are selling or announcement letters and it is hoped that they will
play the part of a personal representative. The great bulk of these
letters are sales letters. Their characteristic is that the writer and
the reader are unknown to each other. It is not quite accurate to say
that the reader will never want to read the letters--no one knows how
many of the millions of circular letters sent out are read. A farmer
will read practically every letter that comes to him; many business men
will throw every circular letter into the waste basket unread. It is
well to assume in this kind of letter, however, that the recipient does
not want to read it but that he will open and glance at it. It is up to
you to make such a good letter that the first glance will cause him to
read more.
There is no way of catching the man who throws letters away unopened;
any attempt to have the envelope tell what the letter should tell is apt
to be unfortunate, because it will have no effect upon the inveterate
tosser away and may deter even some of those who commonly do open
circular mail. The best method is to make the letter look so much like a
routine business letter that no one will dare to throw it away without
investigation.
The cost of a sales letter is not to be reckoned otherwise than by
results. The merit of a sales letter is to be judged solely by the
results. Therefore it is not a question of what kind of letter one
thinks ought to produce results. The single question is what kind of
letter does produce results.
There is only one way to ascertain results, and that is by test. No
considerable expenditure in direct mail solicitation and no form letter
should be extensively used without an elaborate series of tests.
Otherwise the money may be thrown away. The extent of the tests will
depend upon the contemplated expenditure. Every concern that sends out
many sales letters keeps a careful record of results. These records show
the letter itself, the kind of envelope, the typing, the signature, and
the kind of list to which it has been sent. Thus a considerable fund of
information is obtained for future use. This information, however, has
to be very carefully handled because it may easily become
misinformation, for we cannot forget the appeal of the product itself.
No one as yet has ever been able to gauge in advance the appeal of a
product.
Some apparently very bad letters have sold very good products. Some
apparently very good letters have quite failed to sell what turned out
to be bad products. Therefore, the information that is obtained in the
circularizing and sale of one product has to be taken warily when
applied to another product. It should be taken only for what it is
worth, and that is as a general guide.
[Illustration: Specimens of business letterheads]
Several concerns with a mind for statistical information have in
the past so carefully compiled the effectiveness of their letters,
but without regard to the product, that they have discovered an
inordinately large number of things that cannot be done and extremely
few things that can be done. This is the danger of placing too much
faith in previous experience. One of these companies entirely discarded
its records of what could not be done and started afresh. They found
that several of the methods which they had previously used and
discarded happened to do well under changed conditions and with
different products.
If any large expenditure be contemplated then many tests should be made.
The kind of envelope, the manner of addressing, the one cent as opposed
to the two-cent stamp, the kind of letterhead, the comparative merits
of printing, multigraphing, or electric typewriting, the length and
composition of the letter, the effect of the return card, the effect of
enclosing a stamped return card or a stamped return envelope, the method
of signing, and so on, through each detail, must be tried out. No test
is ever conclusive, but very little information of value is to be
obtained by circularizing less than five hundred names. These names may
be taken sectionally or at random. The sectional method is somewhat
better, for then comparison of results in several sections may be made,
and it may turn out that it would be well to phrase differently letters
for different sections.
The returns on the letters are not of themselves conclusive. If one
section responds and another does not, it is well to look into business
conditions in the sections. It may be that in one section the people
are working and that in another there is considerable unemployment. The
main point about all of these statistics is to be sure that what one
terms results are results, bearing in mind that it is the test and not
what one thinks about a letter that counts.
It is distinctly harmful for any one to say that a letter should be long
or short. It all depends on who is going to get the letter. The tendency
in recent years has been toward the very long sales letter. This is
because in a large number of cases the long letter has been singularly
effective. However, the long letter can be overdone. It is the test
that counts.
The exact purpose for which a letter is written is to be stated clearly
before entering upon the composition. Very few letters will sell
articles costing as much as fifty dollars unless perhaps the payments
are on the installment plan. Many men of experience put the limit as low
as five dollars. Others put it as high as one hundred dollars. It is
safe to say that the effectiveness of a letter which is designed to
achieve a sale decreases as the price of that which is offered for
sale increases. Therefore, most of the letters written concerning more
expensive articles are not intended to effect sales. They are designed
to bring responses that will furnish leads for salesmen.
Other letters are more in the nature of announcements, by which it is
hoped prospects may be brought into a store.
Where the article offered for sale is quite high in price, the letters
sometimes may be very expensively prepared. On one occasion the late
John H. Patterson, discovering that his salesmen could not get to the
heads of several department stores, ordered some very fine leather
portfolios. On each portfolio he had stamped the name of the man who was
to receive it. They were gifts such as any one would welcome and which
no one could possibly ignore. Inside each portfolio were contained a
letter and a number of photographs showing exactly what he desired to
have the agents demonstrate. Each gift cost about fifty dollars. He sent
the portfolios with his compliments. The secretaries of the men that he
wanted to interest could not possibly toss them away. They simply had
to give them to their principals. My impression is that the entire
expenditure ran to several thousand dollars, but as a result some two
hundred thousand dollars in sales were effected, for in practically
every case the photographs awakened an interest that led to an
appointment with the salesman.
The following letters are intended to be suggestive. They cannot
honestly be put forward as being more than that. They are all letters
that have gained results under certain circumstances. That they will
gain results under new and different circumstances is a matter on which
no one can speak with any assurance. Every sales letter is a matter of
cut and try. Some of these letters may produce results exactly as they
stand. Others may better be used in combination.
[Illustration: Arrangement of a business letter (block form)]
[Illustration: Arrangement of a business letter (indented form)]
Whether the letter should have a return card or envelope depends upon
circumstances, as also does the inclusion of an illustrated folder. The
return card is more valuable with a letter that goes to a home than with
a letter that goes to an office. Very few men with stenographers will
bother with return cards--their stenographers or secretaries will send a
note. On the other hand, letter-writing facilities are not so easily
available in the usual home and the card is likely to be used. The
putting in of a folder sometimes takes away from the force of the
letter. It is often better to reserve the folder for a second letter or
for answering an inquiry. For once the prospect has written in for more
information the whole purpose of the letter changes. The interest can be
presumed, and the object of the letter is to give the greatest possible
amount of clear information to the end of causing action. Saying too
much in the first letter may give the reader an opportunity to reach a
conclusion, when the purpose of the first letter is primarily to get a
name--a prospective purchaser. Many a salesman kills a sale by talking
too much; so does many a sales letter.
SALES AND ANNOUNCEMENT LETTERS
To charge customers selling and announcement letters are sent out before
the public advertising. (They can also be used as general announcements
by eliminating the portions referring particularly to the charge
accounts.)
_Announcing a sale_
BRICE & HASKELL
SOUTH MICHIGAN AVENUE
CHICAGO
July 31, 1922.
Dear Madam:
As one of our regular patrons, we are telling you in advance
of a coming big sale--The August Furniture Sale, which will
begin Monday, August 7th. We should like our charge customers
to have first choice of the interesting values before they are
announced to the public. Therefore we shall have three
Courtesy Days, Thursday, Friday, and Saturday of this week,
when you may come in and make your selections at the Sale
Prices.
Our guide in choosing furniture is our clientele, so we feel
sure you will find the type of furniture here that pleases
you--and in greater variety than usual because we complete our
collection for this event.
Prices this year are very attractive. They have been reduced
far lower than you will anticipate. We should like you to have
the advantage in these values soon, and hope you will come in
one of the three Courtesy Days.
Very truly yours,
Brice & Haskell.
Following are letters of slightly different type:
S. BLACK COMPANY
28 WASHINGTON STREET
BOSTON, MASS.
April 26, 1920.
Mrs. Arthur Moore,
1317 Hillside Avenue,
Boston, Mass.
Dear Madam:
Our Spring Sale of Misses' Suits, Coats, Dresses, and Hats
will begin Monday, April 30th, continuing throughout the week.
This sale presents an unusual opportunity to secure seasonable
apparel at decided price concessions.
MISSES' SUITS: Smartly tailored suits of English navy serge,
navy gabardine, tan covert cloth, imported mixtures,
homespuns, and light-weight knit cloths--adapted for town or
country usage. A splendid selection of all sizes from 14 to
18 years.
MISSES' COATS: Coats for motor, country club, or town wear,
in soft velours, burella cloth, and imported coatings.
MISSES' DRESSES: Dresses of imported serges and gabardines,
for street wear, and a number of exclusive knit cloth models
in attractive colorings for sports wear--sizes 14 to 18
years.
MISSES' HATS: The balance of our stock of Trimmed Hats at one
half their former prices.
On account of the greatly reduced prices, none of these goods
will be sent on approval, nor can they be returned for credit.
Very truly yours,
S. Black Company.
Note:
To our charge customers is extended the privilege of making
their selections on Friday and Saturday, April 27th and 28th.
SWANSON SONS & COMPANY
29 SUPERIOR AVENUE
CLEVELAND, OHIO
January 16, 1922.
Dear Madam:
We enclose advance announcements of our Private Sales of
Boys' Heatherweave Clothes and Ironhide Shoes, and we believe
you will find the economies presented a great relief after
your large Christmas outlays.
Of course, such reductions mean that the assortments will
quickly be depleted, and we urge you to act promptly in order
to secure the full benefit of the available selections. To
enable you to do this we are telling you before the public
announcement of these sales.
Yours very truly,
Swanson Sons & Company.
This letter encloses a proof of a newspaper advertisement.
CALLENDER & CRUMP
2900 EUCLID AVENUE
CLEVELAND, O.
September 10, 1922.
Dear Madam:
In appreciation of your patronage we wish to extend to you a
personal invitation to attend a private sale of women's
tailor-made fall suits (sizes 34 to 46) in some especially
well-chosen models. These suits will be priced at the very low
figure of $40.
Our regular patrons may have first selection before the sale
is open to the public, and may thus avoid the discomforts of a
public sale.
We have arranged to show these suits privately on Friday,
October 3, in the fitting department on the sixth floor.
If you care to avail yourself of this special opportunity,
please bring this letter with you and present it at the
fitting department.
Very truly yours,
Callender & Crump.
(Note:--An excellent idea when a special offering of foreign goods is
made is to have the letters mailed from Paris or London. The foreign
stamp will usually attract attention.)
CALLENDER & CRUMP
2900 EUCLID AVENUE
CLEVELAND, O.
Paris, France,
September 1, 1922.
Dear Madam:
We wish to let you know in advance that our annual sale of
Real French Kid gloves, at 89 cents a pair, takes place on
Tuesday, October 9, 1922.
To insure a choice selection we suggest that you make your
purchases early on that day.
Very truly yours,
Callender & Crump.
This is an excellent, matter-of-fact letter that sets out values:
LE FEVRE BROTHERS
293 WASHINGTON BLVD
DETROIT, MICH.
May 11, 1922.
Mrs. John Williams,
19 Concourse Ave.,
Detroit, Mich.
Madam:
On Monday and Tuesday, May 15th and 16th, we shall hold our
ANNUAL SPRING CLEARANCE SALE of seasonable apparel for BOYS,
GIRLS, and YOUNG LADIES, offering exceptional values, and an
unusual opportunity to secure regular Le Fevre productions at
lower prices than we have been able to offer for several
years. This sale will include other items which are not
enumerated in this announcement.
BOYS' WOOL NORFOLK SUITS:
Sizes 7 to 15 years. Formerly up to $35.00 _Sale Price_
$14.50, $18.50, and $23.50
BOYS' OVERCOATS:
Sizes 3 to 7 years. Formerly up to $32.50 _Sale Price_
$14.50 and $18.50
GIRLS' COATS AND CAPES:
Sizes 3 to 16 years. Formerly up to $55.00 _Sale Price_
$19.50 and $29.50
GIRLS' WOOL DRESSES:
Sizes 4 to 14 years. Formerly up to $65.00 _Sale Price_
$17.50 and $27.50
YOUNG LADIES' SUITS:
Sizes 14 to 18 years. Formerly up to $85.00 _Sale Price_
$24.50 and $39.50
YOUNG LADIES' DRESSES:
Sizes 14 to 18 years. Formerly up to $70.00 _Sale Price_
$22.50 and $37.50
YOUNG LADIES' COATS AND CAPES:
Sizes 14 to 18 years. Formerly up to $75.00 _Sale Price_
$29.50 and $42.50
GIRLS' AND YOUNG LADIES' TRIMMED AND TAILORED HATS:
Formerly up to $30.00 _Sale Price_ $7.50 and $12.50
Sale goods will not be sent on approval, exchanged, nor can
they be returned for credit.
Yours very truly,
Le Fevre Brothers.
Our charge customers will have the privilege of making their purchases
from this sale on Friday and Saturday, May 12th and 13th.
_On opening a store_
This form for the opening of a new store in a town may be used with
variations for a reopening after improvements.
JAMES BONNER & CO.
WICHITA, KAN.
April 14, 1922.
Mrs. Henry Jerome,
29 Water St.,
Wichita, Kan.
Dear Madam:
This is a sale to win friends for a new store. We want you to
see our values. Our store is but six weeks old. Our stock is
just the same age. Everything that we have is fresh and new.
We want you to compare our qualities and prices. We are out to
prove to the women of Wichita that we can give style and
service at prices they will like.
Will you give us the chance to get acquainted?
Yours very truly,
James Bonner & Co.,
(Handwritten) _L. Jones_,
Manager.
_Selling home-made articles_
19 Waverly Place,
Bridgetown, N. J.,
April 5, 1922.
Dear Madam:
Have you ever counted the cost of making your pickles, jams,
and jellies at home? If you have, and are satisfied that yours
is the cheapest way, considering time, labor, and the use of
the best materials, then my product will not appeal to you.
But before you decide, may I ask you to make a comparison?
I make at home in large quantities and according to the best
recipes gathered over years of experience, all kinds of
pickles and relishes--sweet, sour, dill, chow-chow,
piccalilli.
My special jams are raspberry, strawberry, plum, peach, and
quince.
Crabapple is my best liked jelly, and red currant a close
second.
A very special conserve is a grape and walnut, for which I
have a large call, for teas.
The peaches I put up in pint and quart jars.
I use only the very best vinegar and spices.
My products are made only to order and at the lowest possible
cost. To do this I must get my orders some time in advance so
that I may take advantage of attractive prices on fruits and
other ingredients.
I append a list of prices which I charged last year. This year
they will be no higher and in all probability less.
May I get a small trial order from you?
Very truly yours,
Martha Walker.
(Mrs. William Walker)
_A letter to recently married people in moderate circumstances_
J. L. BASCOM COMPANY
20 MAIN STREET
RICHMOND, VA.
May 8, 1922.
Dear Madam:
This store is for sensible, saving people who want to make
every dollar buy its utmost. But sometimes being sensible and
saving seems to mean just being commonplace and dowdy. Ours is
not that sort of a store.
We believe that useful articles ought also to be good
looking, and our buying has been so skillful that we believe
we are safe in saying that our goods are not only absolutely
dependable but also will compare in appearance with any goods
anywhere, regardless of price. We think that this statement
will mean something to you, for in furnishing a home, although
appearance may not be everything, it is certainly a good deal.
Between two articles of the same durability the better-looking
one is the better.
It is our aim not merely to make home furnishing easy but to
make a beautiful home at the price of an ugly one. Our
experience has been that it does not pay to put into a
household any article which in a few years you will get so
tired of looking at that you will want to smash it with a
hatchet. We have the values and also we have terms that are as
good as the values.
We enclose a little booklet that will give you a hint of what
you can find here. We cannot give you more than a hint. The
best way is to come to the store. Tell us your problems, and
let us aid you with our experience.
Very truly yours,
J. L. Bascom Company.
_Introducing the mail order department:_
L. GIRARD & CO.
ST. LOUIS, MO.
April 4, 1922.
Mrs. Benjamin Brown,
29 Shadyside Vine Avenue,
St. Louis, Mo.
Dear Madam:
This Spring brings to us many new ideas in merchandise that
our buyers have picked up in their travels. In many ways we
have now the most interesting stock we have ever been able to
show. It is indeed so large and varied that we shall hardly be
able to give you more than a suggestion of it in our public
advertising.
We feel sure that we have something which you have been
looking for among the splendid values in both personal and
household necessities.
You will find that through our individual shopping service
purchasing by mail is made most convenient and entirely
personal.
May we look forward to having again the pleasure of serving
you?
Very truly yours,
L. Girard & Co.
_Announcement of overcoats_
THE BARBOUR CLOTHING CO.
2249 WABASH AVENUE
CHICAGO
October 19, 1921.
Mr. Charles Reid,
Winnetka, Ill.
My dear Sir:
In a couple of weeks you are going to think a good deal about
your overcoat. Why not start thinking now?
We are offering this year the most complete line of overcoats
that we have ever been able to buy. We have found that we
could buy absolutely first-class coats at absolutely fair
prices. We are selling them on the basis on which we bought
them, and we bought a lot because we think the values will
sell them.
The prices are surprisingly low. They range from $20 to $70.
At the lowest price we are selling a coat which, if you saw it
on the back of a friend, you would think cost at least $50.
The highest priced coat is as good as money can buy. If you
expected to spend $50 for a coat, you may find that you can
get what you want for $20 or $25, or you may find that you
will want an even better coat than you had expected to buy.
We think that it would be worth your while to look at this
stock.
Very truly yours,
The Barbour Clothing Co.
_Selling a farm product (can be used for vegetables, eggs, hams, and
bacon or any farm product)_
CORN CENTER
NEW JERSEY
June 1, 1922.
Dear Madam:
Do you like perfectly fresh vegetables--right off the farm?
What kind of vegetables are you getting? Do you know how long
ago they were picked?
Perhaps you think that you cannot have absolutely fresh
vegetables for your table or that it really makes no
difference?
Did you ever taste Golden Bantam corn the same day or the day
after it was picked? Do you know Golden Bantam or is corn just
corn? Do you think that string beans are just string beans?
And do you know about stringless string beans?
I grow only the thoroughbred varieties. I pick them when they
are tender--just right for the palate. And I send them to you
the same day that they are picked.
I arrange hampers according to the size of the family. The
prices, quantities, and selections are on the enclosed card.
I will deliver at your door (or send by parcel post) every
day, every second day, or as often as you like. You can have
the best that is grown in its best season and as fresh as
though you were living on a farm.
Try a hamper and know what vegetables are!
Very truly yours,
Henry Raynor.
_Storage service_
HOWARD MOTH PROOF BAG CO.
WINSTED, CONN.
May 2, 1922.
Dear Madam:
Have you ever taken your best coat to an "invisible mender"
and paid him ten dollars to have him mend two moth holes?
Have you ever gone to your trunk to take out your furs and
found that the moths had got into them? Sometimes they are so
badly eaten that they are utterly hopeless and must be thrown
away.
All this trouble, disappointment, and expense can be avoided
if you will only take the precaution this spring to put away
your clothing and furs in the Howard Moth Proof Garment Bags.
Strongly constructed of a heavy and durable cedar paper, and
made absolutely moth-proof by our patented closing device, the
Howard bag provides absolute protection against moths.
As the Howard bag comes in several sizes, from the suit size,
ranging through the overcoat, ulster, and automobile sizes,
and as each bag has room for several garments, you can surely
have protection for all your clothing at small cost. The hook
by which the bag is hung up is securely stapled in place by
brass rivets. This bag is so strong and so well designed for
service that it will with care last for several years.
Very truly yours,
The Howard Moth-Proof Bag Co.
_A type of Christmas sales letter_
THE PINK SHOP
40 MAIN STREET
GRAND RAPIDS, MICH.
November 28, 1922.
Dear Madam:
This is your opportunity to get a lot of fine Christmas
stockings at very low cost--if you order at once.
The "Camille" is made of beautiful thread silk richly hand
embroidered. It comes in black or white, all silk.
The "Diana" is a silk stocking with lisle top and soles. It is
a fine wearing stocking and comes in all street shades.
The "Juliet" is especially attractive as a gift for a girl
friend. These stockings are clocked and have all silk feet and
lisle tops. The colors are black, beige, and taupe. They are
especially good looking worn with saddle pumps.
The "Evening Mist" is a fascinating stocking for evening wear.
It is sheer, almost cobwebby, and will enhance any evening
gown. The colors are gold, silver, light blue, corn, pale
green, black, and white. It is splendid for a gift stocking.
The "Priscilla" is an excellent stocking for everyday hard
wear. It is of heavy lisle, full fashioned and fast
color--black or tan.
Send your order off now. You will have the advantage of an
early selection. Attractive prices are quoted in the circular
enclosed. The big holiday rush will soon be on.
Make up your order for stockings for Christmas giving, attach
remittance for amount and mail to-day. Your order will be
filled promptly and if everything does not fully satisfy you,
you may return it and get your money back.
Yours very truly,
The Pink Shop.
_An automobile announcement_
MEMPHIS AUTO SUPPLY CO.
29 MAPLE AVENUE
MEMPHIS, TENN.
March 16, 1924.
Dear Sir:
Just a few weeks and spring will be here. That means pleasure
motoring.
When you are getting ready for this new season, you may find
that you will need certain things for your car--perhaps a new
tire, or a pair of pliers, or an inner tube. But whatever it
is, remember that our new stock of accessories is here and we
believe that we can supply you with anything you will need.
In inviting you to give us part of your trade, we give you
this assurance: If any article you buy from us is not entirely
right, we will return your money.
We hope to see you soon.
Yours very truly,
Memphis Auto Supply Co.
_Changing from a credit to a cash plan (Should be in the nature of a
personal letter)_
PELLETIER & CO.
142 CASCO STREET
PORTLAND, ME.
February 1, 1922.
Mrs. John Troy,
14 Ocean Ave.,
Portland, Me.
Dear Madam:
When this store was opened ten years ago, we believed that our
service would be the most effective if we operated on a credit
basis. Therefore we solicited charge accounts, of course
taking extreme care that only people of known integrity and
substance should be on our books. We have had the privilege of
serving you through such an account.
There are two fundamental methods of conducting a retail
business. The one is on the cash and the other is on the
credit plan. In the cash plan all goods are either paid for at
the time of purchase or at the time of delivery. In the credit
plan, those who have not credit or do not care to use credit
pay cash; those who have credit rating charge their purchases
and bills are rendered monthly. Credit was not extended by the
store as a favor; it formed part of a way of doing business.
The favor is on the part of the customer. The charge system
has many advantages, principally in the way of permitting the
store to know its customers better than it could otherwise.
The disadvantage of the credit basis is the expense of
bookkeeping which, of course, has to be added into the price
of the goods sold. Our losses through unpaid bills have been
negligible. Our customers are honest. But it has seemed unfair
that the customer who pays cash should have to bear the cost
of the credit accounts.
As our business has worked out more than fifty per cent. of
our whole trade is on the cash basis. After careful
consideration we have finally decided to go entirely upon a
cash footing in order that we may further reduce our costs of
doing business and hence our prices to you. We think that in
such fashion we can better serve you. Therefore, on July 1st,
which marks the end of our fiscal year, we shall go upon an
exclusively cash basis and no longer maintain charge accounts.
We think that you will agree when you see the savings
reflected in lower prices for the highest grade of goods that
the change in policy is a wise one and that you will continue
to favor us with your patronage.
Very truly yours,
Pelletier & Co.,
(Handwritten) _C. Brown_,
Credit Manager.
KEEPING THE CUSTOMER
_Thanking a new customer_
LARUE BROTHERS
SAINT LOUIS, MO.
October 4, 1923.
Mrs. Lee White,
29 Main Street,
St. Louis, Mo.
Dear Madam:
The purchase which you made yesterday is the first that we
have had the pleasure of recording for your account and we
want to take this opportunity to thank you for the confidence
that you repose in us and to hope that it will be the
beginning of a long and happy relation.
We shall, from time to time, send you bulletins of our special
offerings and we believe that you will be interested in them.
Very truly yours,
(Handwritten) _J. M. Briggs_,
Credit Manager,
Larue Brothers.
_Where a charge account has been inactive_
S. BLACK COMPANY
28 WASHINGTON STREET
BOSTON, MASS.
February 5, 1921.
Mr. Tudor Sweet,
24 Commonwealth Ave.,
Boston, Mass.
Dear Sir:
We have just been looking over our books and are sorry to
learn that you have not given us your patronage for some time
past.
We feel that something may have gone wrong to have caused you
to discontinue trading at our store.
If you are not fully satisfied with anything you bought from
us, remember that we are always eager and ready to adjust the
matter to your satisfaction. We shall certainly appreciate it
if you will write to us and tell us frankly just what the
trouble has been. Will you use the inclosed envelope to let us
know?
Yours truly,
S. Black Company,
(Handwritten) _George Sims_,
Credit Manager.
A. B. SWEETSER & CO.
4000 MAIN STREET
COLUMBUS, O.
June 8, 1922.
Mrs. Arthur Thomas,
25 Spruce Avenue,
Columbus, O.
Dear Madam:
Does our store please you? Sometime ago it probably did and
you had an account with us, but we find with regret that you
have not used it lately. If we disappointed you, or if
something went wrong and possibly your complaint was not
properly attended to, we are extremely anxious to know about
it.
Perhaps there was some lack of courtesy, some annoying error
in your bill which we were exasperatingly obtuse in
rectifying? Were we stupid in filling some order or did we
delay in delivery? Perhaps we did not have just what you were
looking for, or our prices seemed higher than elsewhere.
Whatever the difficulty, we do want you to know that we try to
stand for good service--to supply promptly what you want at
the price you want to pay, and always to conduct our business
with an unfailing courtesy which will make your shopping a
pleasure.
Being a woman I may understand your point of view a little
better. Will you be quite frank and tell me why you do not buy
from Sweetser's now? Either write or call me on the telephone;
or, better still, if you are in our neighborhood, can you come
in to see me?
The information booth is at the door and I can be found in a
minute. It might help to talk things over.
Sincerely yours,
(Handwritten) _Mrs. Margaret B. Williams_,
Courtesy Manager,
A. B. Sweetser & Co.
MEYER, HASKELL & CO.
230 ELM STREET
BLOOMFIELD, ILL.
March 8, 1923.
Mrs. Bruce Wells,
19 Dwight Ave.,
Bloomfield, Ill.
Dear Madam:
We very much regret that you do not use more often your charge
account at our store, and we hope it is not due to any lack on
our part of prompt and intelligent service.
We know that with our large and well-assorted stocks of
merchandise and competent organization we ought to be able to
supply your needs to your complete satisfaction. One of five
stores, we have great opportunities for advantageous buying
and we can continually undersell others.
In this connection permit us to call your attention to our
newly installed telephone order department. This department is
in charge of competent house shoppers, whose duty it is to
satisfy your every want, thus enabling our charge patrons to
shop by telephone with perfect certainty.
We feel that these advantages may appeal to you and result in
our receiving your orders more often.
Very truly yours,
(Handwritten) _T. Hunter_,
Credit Manager,
Meyer, Haskell & Co.
SELLING REAL ESTATE
There are two phases in the writing of letters concerning the sale of
real estate. The first phase has to do with the presentation of the
proposal in order to arouse sufficient interest in the mind of the
prospect to cause him to inspect the property. Comparatively little
real estate is sold without personal inspection. The exceptions are
offerings of low-priced building sites in distant sections of the
country. These are sold sight unseen--else, as a rule, they would never
be sold at all. But such real estate selling is more apt to be in the
class with fake mining stock than with legitimate buying and selling,
and therefore has no place here.
The second phase of letters on real estate comprehends the closing of
the sale. For instance, let us say that John Hope has gone so far as to
look at a property. He apparently wants to buy the property or is at
least interested, but the price and conditions of sale do not exactly
suit him. He is so situated that he does not want to talk personally
with an agent, or perhaps lives too far away. At any rate, the sale has
to be closed by mail. The fact which most concerns the buyer of real
estate, provided he is otherwise satisfied with a property, is the
title. The title is the legal term by which is denoted the exact
character of the ownership. Quite frequently an owner may believe that
he has a clear title when, as a matter of fact, his title is derived
through some testamentary instrument which gives him a holding only for
life, or perhaps trusts have been set up in the will which are a charge
upon the property, although all of the beneficiaries of the trust have
been long since dead. There are many hundreds of possible legal
complications affecting the validity of the title and it is usual
to-day to have titles insured and, in agreeing to buy, to specify that
the "title must be marketable and insurable by a reputable title
insurance company." The word "marketable" as here used means a title
which is unquestionable. The prospective buyer must also be careful to
specify that the title shall be "free and clear" and that all taxes
shall be apportioned to the day of settlement. Otherwise the buyer would
have to take title subject to a lien of any judgments or other liens of
record and also subject to unpaid taxes.
A real estate transaction may be very complicated indeed, and it is wise
for a buyer to take precautions to the end of seeing that he purchases a
piece of real property rather than a right to a lawsuit. Most letters
offering real estate for sale are written in response to inquiries
generated by an advertisement. The letter offering the property is
designed to bring forth a visit from the inquirer. Therefore only the
information which seems best adapted to bring about that visit should go
into the letter. The temptation is to tell too much, and the danger of
telling too much is that one may inadvertently force a negative
conclusion. It is better to keep down to the bare, although complete,
description rather than to attempt any word painting. The description is
best supplemented by one or several photographs.
The important points to be summarized are the situation of the house,
the architectural style, the material of which it is constructed, the
number of rooms, and the size of the lot, with of course a description
of any stable, garage, or other substantial out-buildings. These are
the elementary points of the description. One may then summarize the
number and size of the rooms, including the bathrooms, laundry, and
kitchen, the closet spaces, fireplaces, the lighting, the roofing, the
floors, the porches, and the decorating. The most effective letter is
always the one that catalogues the features rather than describes them.
_An agent asking for a list of property_
JONES REALTY CO.
HARRISBURG, PA.
April 3, 1924.
Mr. James Renwick,
126 Pelham Road,
Westville, Pa.
My dear Sir:
I am constantly having inquiries from people who want to buy
property in your immediate vicinity, and I am writing to learn
whether you would give me the opportunity to dispose of your
property for you, if I can obtain an entirely satisfactory
price. If you will name the price and the terms at which you
would sell, I should be glad to put the property on my list
and I believe that I can make a sale.
It would be helpful if I had a good description of the
property and also one or two good photographs. Of course if
you list the property with me that will not bar you from
listing it with any other broker unless you might care to put
it exclusively in my hands for disposal. My commission is
2-1/2%, the same as charged by other brokers in this vicinity,
and I know from experience that I can give you satisfactory
service.
Very truly yours,
Henry Jones.
_From an owner instructing an agent to list property_
126 Pelham Road,
Westville, Pa.,
May 6, 1922.
Mr. Henry Jones,
Jones Realty Co.,
Harrisburg, Pa.
My dear Sir:
I have your letter of May 3rd and I am entirely willing that
you should list my property for sale, although I do not want a
"For Sale" sign displayed nor do I want the property inspected
while I am in it unless by a previously arranged appointment.
I enclose a description and a photograph. I will take $25,000
for the place, of which $10,000 has to be paid in cash. I am
willing to hold a second mortgage of $5,000 and there is
$10,000 already ready against the place, which can remain.
Very truly yours,
James Renwick.
_Selling a property by mail_
1437 Lawrence Street,
Greenville, N. Y.,
April 20, 1921.
Mr. George A. Allen,
789 Fourth Avenue,
Hillside, N. Y.
My dear Sir:
I have your letter of April 17th asking for further
particulars on the property which I advertised for sale in
last Sunday's _Republic_. I think that by inspecting this
property you can gain a much clearer idea of its desirability
than I can possibly convey to you in a letter. If you will
telephone to me, I will arrange any appointment that suits
your convenience.
The house is ten years old--that is, it was built when
materials and workmanship were first-class. It has been kept
up by the owner, has never been rented, and is to-day a more
valuable house than when it was originally constructed. It is
three stories in height, contains fifteen rooms, four
bathrooms, breakfast porch, sun porch, children's breakfast
porch, a laundry, butler's pantry, a storage pantry, and a
refrigerator pantry. It stands on a plot of ground 150 x 200
feet, which has been laid out in lawn and gardens, and in fact
there are several thousand dollars' worth of well-chosen and
well-placed plants, including many evergreens and
rhododendrons. The trim of the house, including the floors, is
hard wood throughout, and the decorations are such that
nothing whatsoever would have to be done before occupancy.
I enclose two photographs. The owner's price is $60,000, and I
know that he would be willing to arrange terms.
Very truly yours,
R. A. Smith.
(Note--Essentially the same letter could be written offering the house
for rental, furnished or unfurnished, as the case might be.)
49 Main Street,
Albany, N. Y.,
October 8, 1924.
Mr. Henry Grimes,
Catskill, N. Y.
Dear Sir:
The business property that I offered for sale in yesterday's
_Republic_ and concerning which I have a letter from you this
morning is particularly well suited for a specialty shop or
any kind of a store that would be benefited by the passing of
large numbers of people before its show windows. It is located
at the corner of Third and Main Streets with a frontage of
thirty feet on Main Street and runs back seventy feet on Third
Street. There is one large show window on Main Street and two
on Third Street.
It is a three-story brick structure, solidly built, and the
upper floors, if they could not be used for your own purposes,
will as they stand bring a rental of $200 a month each, and
with a few changes could probably be leased at a higher
amount. They are at present leased at the above figures, but
the leases will expire on January 1st. Both tenants are
willing to renew. By actual count this property is on the
third busiest corner in town.
If you are interested, I should like to discuss the price and
terms with you.
Very truly yours,
Henry Eltinge.
_Offering a farm for sale_
Goschen, Ohio,
R. F. D. 5,
May 5, 1922.
Mr. Harry More,
Bridgeton, Ohio.
Dear Sir:
I am glad to get your letter inquiring about my farm. I am
acting as my own agent because I think it is a farm that will
sell itself on inspection and I would rather split the
commission with the buyer than with a middle-man.
The farmhouse, barns, and dairy are good, substantial frame
buildings, and they have been well painted every second
season. There is nothing to be done to them. The house has six
rooms and a large, dry cellar. The water is soft and there is
plenty of it. The barn is 60 by 50; the poultry house is a big
one that I built myself. The sheds are all in first-class
condition.
This farm contains 240 acres, two miles from Goschen, Ohio,
and there is a state road leading into town and to the
railroad. We have rural delivery and telephone. The land is
high and in first-class cultivation. The orchard has been kept
up and there are well-established strawberry and asparagus
beds.
You will not find a better farm of its kind than this one. I
have made a living off it for twelve years and anybody else
can, but the only way for you really to find out what the
place amounts to is to come down yourself and look it over. If
you will let me know when you expect to come I will meet you
at the station in my automobile.
The price is ten thousand dollars. There is a mortgage of
$2,500 that can remain, and, other things being satisfactory,
we can arrange the down payment and the terms for the balance.
Very truly yours,
John Hope.
_Accepting an offer_
340 Chestnut Street,
Philadelphia, Pa.,
Dec. 15, 1922.
Mr. Joseph Barlow,
Haines Crossing,
Delaware.
Dear Sir:
I have your letter of December 12th offering to sell to me
the property that we have been discussing for $15,000 of which
$3,000 is to be in cash, $5,000 to remain on three-year
mortgage at six per cent., and the remaining $7,000 to be
cared for by the present mortgage in that amount and which I
understand has four years yet to run.
I accept your offer as stated by you, with the provision of
course that I shall receive a clear and marketable title,
insurable by a real estate title company, and that all taxes
shall be adjusted as of the day of settlement, which
settlement is to take place three months from to-day. If you
will have a contract of sale drawn, I shall execute it and at
the same time hand you my check for five hundred dollars as
the consideration for the contract of purchase.
This letter is written in the assumption that the dimensions
of the property are such as have been represented to me.
I am
Very truly yours,
Martin Fields.
(Note--The above letter replying to an offer to sell would of itself
close the contract and the formal contract of sale is unnecessary. A
contract is, however, advisable because it includes all the terms within
a single sheet of paper and therefore makes for security.)
_Letter inquiring as to what may be had_
534 Gramercy Park,
February 8, 1923.
Home Development Co.,
Hastings, N. Y.
Dear Sir:
I am writing to learn what property you have listed in your
vicinity that would seem to meet my particular requirements. I
want a house of not less than ten rooms, with some ground
around it and not more than fifteen minutes from the railroad
station. The house must contain at least two bathrooms, have a
good heating plant, and either be in first-class condition or
offered at a price that would permit me to put it in
first-class condition without running into a great deal of
money. I am willing to pay between ten and fifteen thousand
dollars.
Will you send me a list of properties that you can suggest as
possibly being suitable?
Very truly yours,
Julian Henderson.
_Renting apartments_
YOUNG & REYNOLDS
48 GREEN STREET
BROOKLYN, N. Y.
May 15, 1923.
Mr. Robert Pardee,
29 Prentiss Place,
Brooklyn, N. Y.
Dear Sir:
Your name has been handed to me as one who might be interested
in leasing one of the extremely attractive apartments in the
Iroquois at Number 20 East Third Street, which will be ready
for occupancy on September 15th.
I enclose a descriptive folder which will give you an idea of
the grounds that we have for basing our claim that this is the
most convenient apartment house that has ever been erected.
The apartments vary in size, as you will see on the plan, and
for long leases we can arrange any combination of rooms that
may be desired. These features are common to all of the
apartments. Every bedroom has a private bathroom. Every living
and dining room contains an open fireplace, and every
apartment, no matter what its size, is connected with a
central kitchen so that service may be had equivalent to that
of any hotel and at any hour from seven in the morning until
midnight. There is a complete hotel service, all of which is
entirely optional with the tenant.
We invite your inspection. A number of the apartments have
already been leased, but many desirable ones still remain and
an early selection will permit of decoration according to your
own wishes in ample time for the opening of the building. The
renting office is on the premises.
Very truly yours,
Young & Reynolds.
BANK LETTERS
The qualities which make a bank popular in a community are, first,
safety; second, intelligence; and third, courtesy. One bank has
potentially nothing more to offer than has another bank, excepting that
of course a very large bank has a greater capacity for making loans than
has a small bank. The amount which by law a bank may lend is definitely
fixed by the resources of the bank.
However, this is not a question of particular concern here, for very
large and important accounts are never gained through letter writing.
The field that can be reached through letters comprises the substantial
householder, the moderate-sized man in business, and the savings
depositor. A bank has no bargains to offer. What a man or a woman
principally asks about a bank is: "Will my money be safe? Will my
affairs be well looked after? Shall I be treated courteously when I go
into the bank?" The answers to these questions should be found in the
conduct of the bank itself.
A bank is not a frivolous institution. Therefore its stationery and the
manner of its correspondence should be eminently dignified. It must not
draw comparisons between the service it offers and the service any other
bank offers. It must not make flamboyant statements. Neither may it use
slang, for slang connotes in the minds of many a certain carelessness
that does not make for confidence. Above all, a bank cannot afford to be
entertaining or funny in its soliciting letters. The best bank letter is
usually a short one, and it has been found effective to enclose a
well-designed, well-printed card or folder setting out some of the
services of the bank, its resources, and its officers. Bank solicitation
is very different from any other kind of solicitation.
_Soliciting savings accounts_
GUARDIAN TRUST CO.
BAYVILLE, N. J.
January 15, 1922.
Mr. George Dwight,
Bayville, N. J.
Dear Sir:
Some time ago we delivered to you a little home safe for
savings, and we are writing to learn how you are making out
with it. Have you saved as much as you had expected? Are you
waiting to get a certain sum before bringing it in to be
credited in your passbook?
We are often asked if it is necessary to fill a home safe
before bringing it in to have the contents deposited, and we
always recommend that the bank be brought in at regular
intervals, regardless of the amount saved, for you know the
money begins to earn interest only when it is deposited with
us.
We give to small deposits the same careful attention we give
to large deposits, so we suggest that you bring in and deposit
whatever you have saved. That will make a start, and once
started it is truly surprising how quickly a bank account
rolls up.
I hope that we may have the benefit of your patronage.
Very truly yours,
The Guardian Trust Company,
(Handwritten) _J. D. Wallace_,
Secretary.
_Where a savings account is inactive_
GUARDIAN TRUST CO.
BAYVILLE, N. J.
August 10, 1922.
Mr. George Dwight,
Bayville, N. J.
Dear Sir:
A little home bank may be made a power for good.
It can accomplish nothing by itself, standing unused in an
out-of-the-way place.
It can only be an assistant to the saver.
It can assist your boy and girl to great things.
It can assist you in daily economies upon which big results
are often built.
It cannot furnish the initiative, but it can be a constant
reminder and an ever-ready recipient.
Why not _use_ the little bank we delivered to you when you
opened your savings account with us to teach the children to
save, or to collect together small amounts for yourself.
Why not?
Very truly yours,
(Handwritten) _J. D. Wallace_,
Secretary.
_Checking accounts_
_A letter soliciting a home account:_
GUARDIAN TRUST CO.
POUGHKEEPSIE, N. Y.
October 14, 1923.
Mrs. Hester Wickes,
59 Market Street,
Poughkeepsie, N. Y.
Dear Madam:
Do you ever have arguments over bills that you have paid in
cash? Do you always remember to get a receipt? Do you find it
a nuisance to carry cash? Do you know that it is dangerous to
keep much cash in the house?
There can be no dispute about an account if you pay it with a
bank check. Your cancelled check is a perfect receipt. More
than that, your bank book shows you when, how much, and to
whom you have paid money. It is not only the easy way of
paying bills but the safe way. You escape all the danger of
carrying or having in the house more than mere pocket money.
You will find by opening a checking account with us not only
the advantages of paying by check but you will also discover
many conveniences and services which we are able to offer to
you without any charge whatsoever.
I hope that you will call and let us explain our services. I
enclose a folder telling you more about the bank than I have
been able to tell in this letter.
Very truly yours,
(Handwritten) _J. D. Wallace_,
Secretary.
P.S. We have some very attractive styles in pocket check books
that might interest you.
_Soliciting a commercial account_
THE LOGANSBURG NATIONAL BANK
LOGANSBURG, WIS.
April 15, 1921.
Mr. Fred Haynes,
21 Nassau Street,
Logansburg, Wis.
Dear Sir:
Every man in business is entitled to an amount of credit
accommodation in accordance with his resources. It is one of
the functions of this bank to help the business of the
community by extending credit to those who make the business
for the community. We are here to be of service and we should
like to serve you.
I enclose a folder giving the latest statement of the
resources of the bank and something about the organization.
Will you not drop in some time and at least permit us to
become acquainted?
Very truly yours,
(Handwritten) _R. T. Newell_,
President.
_General services_
Trust companies and national banks are very generally extending their
services to cover the administration of decedents' estates, to advise
upon investments, to care for property, and to offer expert tax
services. In most cases, these services are set out in booklets and the
letter either encloses the booklet or is phrased to have the recipient
ask for the booklet.
_Letter proffering general services:_
GRIGGS NATIONAL BANK
28 FIFTH AVE.
NEW YORK
November 16, 1921.
Mr. Henry Larkin,
3428 Cathedral Parkway,
New York.
Dear Sir:
We are writing to call your attention to several services
which this bank has at your command and which we should be
happy to have you avail yourself of:
(1) The Bond Department can give you expert and disinterested
advice on investments and can in addition offer you a
selection of well-chosen season bonds of whatever character a
discussion of your affairs may disclose as being best suited
to your needs.
(2) Our safe deposit vaults will care for your securities and
valuable papers at an annual cost which is almost nominal.
(3) We have arrangements by which we can issue letters of
credit that will be honored anywhere in the world, foreign
drafts, and travellers' checks.
(4) If you expect to be away through any considerable period
or do not care to manage your own investments, our Trust
Department will manage them for you and render periodical
accounts at a very small cost. This service is especially
valuable because so frequently a busy man fails to keep track
of conversion privileges and rights to new issues and other
matters incident to the owning of securities.
(5) We will advise you, if you like, on the disposition of
your property by will, and we have experienced and expert
facilities for the administration of trusts and estates.
I hope that we may have the opportunity of demonstrating the
value of some or all of these services to you; it would be a
privilege to have you call and become acquainted with the
officers in charge of these various departments.
I am
Very truly yours,
(Handwritten) _Lucius Clark_,
President.
_A letter offering to act as executor_
GRIGGS NATIONAL BANK
28 FIFTH AVENUE
NEW YORK
June 25, 1923.
Mr. Lawrence Loring,
11 River Avenue,
Yonkers, N. Y.
Dear Sir:
May I call to your attention the question which every man of
property must at some time gravely consider, and that is the
disposition of his estate after death?
I presume that as a prudent man you have duly executed a last
will and testament, and I presume that it has been drawn with
competent legal advice. But the execution of the will is only
the beginning. After your death will come the administration
of the estate, and it is being more and more recognized that
it is not the part of wisdom to leave the administration of an
estate in the hands of an individual.
It used to be thought that an executor could be qualified by
friendship or relationship, but unfortunately it has been
proved through the sad experience of many estates that good
intentions and integrity do not alone make a good executor.
Skill and experience also are needed.
This company maintains a trust department, under the
supervision of Mr. Thomas G. Shelling, our trust officer, who
has had many years of experience in the administration of
estates. Associated with him is a force of specialists who can
care for any situation, usual or unusual, that may arise. The
services of these men can be placed at your disposal. I can
offer to you not only their expert services but also the
continuity of a great institution.
Individuals die. Institutions do not die. If you will turn
over in your mind what may be the situation thirty years hence
of any individual whom you might presently think of as an
executor, I believe you will be impressed with the necessity
for the continuity of service that can be offered only by a
corporation. In many cases there are personal matters in the
estate which a testator may believe can best be handled only
by some of his friends. In such a case it is usual to join the
individual executors with a corporate executor.
It would be a privilege to be able to discuss these matters
with you.
Very truly yours,
(Handwritten) _Lucius Clark_,
President.
P.S. Wills are quite frequently lost or mislaid and sometimes
months elapse before they are discovered. It is needless to
point out the expense and inconvenience which may be entailed.
We are happy to keep wills free of charge.
_A letter offering tax services_
INTERVALE NATIONAL BANK
INTERVALE, N. Y.
June 1, 1923.
Mr. Michael Graham,
Intervale, N. Y.
Dear Sir:
This bank is prepared to advise you in the preparation of your
income and other tax returns. It is a service that is yours
for the asking, and we hope that you will avail yourself of
it.
The department is open during banking hours, but if these
hours are not convenient to you, special appointments can be
made.
Very truly yours,
(Handwritten) _Samuel Drake_,
President.
_A letter giving the record of the bank_
INTERVALE NATIONAL BANK
INTERVALE, N. Y.
July 6, 1923.
Mr. Donald West,
Intervale, N. Y.
Dear Sir:
As a depositor you will be interested in the enclosed booklet
which records what the officers and directors think is a
notable showing for the bank during the past year. I hope that
you will also find it inspiring and will pass it on to a
friend who is not a depositor with us.
May I thank you for your patronage during the past year, and
believe me
Very truly yours,
(Handwritten) _Samuel Drake_,
President.
LETTERS OF ORDER AND ACKNOWLEDGMENT
_Order where the price of articles is known_
North Conway, N. H.,
August 19, 1921.
Messrs. L. T. Banning,
488 Broadway,
New York, N. Y.
Gentlemen:
Please send me, at your earliest convenience, by United States
Express, the following:
1 doz. linen handkerchiefs, tape edge, regular size $ 6.00
1 pr. Triumph garters, silk, black .75
4 white oxford tennis shirts, size 15-1/2 @ $3.00 12.00
6 pr. white lisle socks, size 11 @ $.50 3.00
_________
Total $21.75
I am enclosing a money order for $21.75.
Yours very truly,
Oscar Trent.
Enclosure
(Money Order)
_Order where the price is not known_
Flint, Michigan,
July 14, 1922.
The Rotunda,
581 State Street,
Chicago, Ill.
Gentlemen:
Please send as soon as possible the following:
2 prs. camel's hair sport stockings, wide-ribbed, size 9
1 blue flannel middy blouse, red decoration, size 16
1 "Dix make" housedress, white pique, size 38
1 copy of "Main Street"
I enclose a money order for thirty dollars ($30.00) and will
ask you to refund any balance in my favor after deducting for
invoice and express charges.
Very truly yours,
Florence Kepp.
Encl. M. O.
Williamsport, Pa.,
March 10, 1921.
Carroll Bros.,
814 Chestnut St.,
Philadelphia, Pa.
Gentlemen:
Please send me the following articles by parcels post as soon
as possible:
2 doz. paper napkins, apple blossom or nasturtium design
1 "Century" cook book
1 pair "Luxury" blue felt bedroom slippers, leather sole
and heel
1 large bar imported Castile soap
1 pair elbow length white silk gloves, size 6-3/4
Enclosed is a money order for $15.00. Please refund any balance
due me.
Yours truly,
Janet M. Bent
(Mrs. Elmer Bent)
_Formal acknowledgments_
It is still a formal custom to acknowledge some kinds of orders by a
printed or an engraved form. Some of the older New York business houses
use the engraved forms which arose in the days before typewriters and
they are very effective.
_General acknowledgment forms_
THE GENERAL STORES CO.
CHICAGO, ILL.
April 18, 1923.
Mr. Walter Crump,
29 Adams Street,
Maple Centre, Ill.
Dear Sir:
We acknowledge with thanks your order No. ______ which will be
entered for immediate shipment and handled under our No.
______ to which you will please refer if you have occasion to
write about it.
If we are unable to ship promptly we will write you fully
under separate cover.
Very truly yours,
The General Stores Co.
_S._
THE GENERAL STORES CO.,
CHICAGO, ILL.
June 13, 1922.
Mr. Joseph Ward,
Wadsworth Hill, Ill.
Dear Sir:
We have received your order __________ requesting attention to
__________ No. __________.
Unless special attention is demanded, the routine schedule is
on a ten-day basis, and we therefore expect to ______ your
instrument on or about __________.
In corresponding on this subject please refer to order No.
______.
Very truly yours,
The General Stores Co.
_S._
_In answer to a letter without sufficient data_
THE GENERAL STORES CO.
CHICAGO, ILL.
September 8, 1922.
Mrs. Benjamin Brown,
Carr City, Ill.
Dear Madam:
We thank you for your order recently received for one shirt
waist and two pairs of stockings.
We were unable to proceed with the order, as the size of the
waist was not given. If you would be kind enough to state what
size you wish, we shall gladly make immediate shipment.
Very truly yours,
The General Stores Co.
_S._
_Where the goods are not in hand_
L. &. L. YOUNG
600 FIFTH AVENUE
NEW YORK, N. Y.
November 3, 1921.
Mrs. John Evans,
500 Park Avenue,
New York, N. Y.
Dear Madam:
We are out of size 5 B at present in the white kid shoes you
desire, but we should be pleased to order a pair for you, if
you wish, which would take two weeks. If this is not
satisfactory to you, perhaps you will call and select another
pair.
Kindly let us know what you wish done in this matter.
Very truly yours,
L. & L. Young.
LETTERS OF COMPLAINT AND ADJUSTMENT
The letter of complaint is purely a matter of stating exactly what the
trouble is. The letter replying to the complaint is purely an affair of
settling the trouble on a mutually satisfactory basis. The Marshall
Field attitude that "the customer is always right" is the one that it
pays to assume. The customer is by no means always right, but in the
long run the goodwill engendered by this course is worth far more than
the inevitable losses through unfair customers. The big Chicago mail
order houses have been built up on the principle of returning money
without question. Legalistic quibbles have no place in the answer to a
complaint. The customer is rightly or wrongly dissatisfied; business is
built only on satisfied customers. Therefore the question is not to
prove who is right but to satisfy the customer. This doctrine has its
limitations, but it is safer to err in the way of doing too much than in
doing too little.
_Claims for damaged goods_
This letter is complete in that it states what the damage is.
420 Commonwealth Avenue,
Boston, Mass.,
February 8, 1922.
Messrs. Wells & Sons,
29 Summer Street,
Boston, Mass.
Gentlemen:
The furniture that I bought on February 3rd came to-day in
good condition with the exception of one piece, the green
enamel tea-wagon. That has a crack in the glass tray and the
lower shelf is scratched. Will you kindly call for it and, if
you have one like it in stock, send it to me to replace the
damaged one?
Very truly yours,
Edna Joyce Link.
(Mrs. George Link)
830 Main Street,
Saltview, N. Y.,
May 2, 1921.
Acme Dishwasher Co.,
Syracuse, N. Y.
Gentlemen:
I regret to inform you that the Acme dishwasher which I
purchased from your local dealer, I. Jacobs, on December 4,
1920, has failed to live up to your one-year guarantee. In
fact, the dishwasher is now in such bad condition that I have
not used it for three weeks.
I must therefore request that in accordance with the terms of
your guarantee you refund the purchase price of ninety dollars
($90).
Very truly yours,
Eleanor Scott.
(Mrs. Lawrence Scott)
_Complaint of poor service_
Webster Corners, Mo.,
April 24, 1920.
Messrs. Peter Swann Co.,
Kansas City, Mo.
Gentlemen:
Attention Mr. Albert Brann.
On Tuesday last I bought at your store two boys' wash suits.
This is Monday and the goods have not yet been delivered. The
delay has caused me great inconvenience. If this were the
first time that you had been careless in sending out orders I
should feel less impatient, but three times within the last
four weeks I have been similarly annoyed.
On March 3rd I sent back my bill for correction, goods
returned not having been credited to my account. On March 15th
the bill was again sent in its original form with a "please
remit." I again wrote, making explanation, but to date have
received no reply. If I must be constantly annoyed in this
manner, I shall have to close my account.
Very truly yours,
Helena Young Tremp.
(Mrs. Kenneth Tremp)
_Replies to letters of complaint_
WELLS & SONS
29 SUMMER STREET
BOSTON, MASS.
August 12, 1922.
Mrs. Samuel Sloane,
Chelsea, Mass.
Dear Madam:
We have your letter of August 8th in regard to the damaged
perambulator. We are very sorry indeed that it was damaged,
evidently through improper crating, so that there does not
seem to be any redress against the railway.
We shall be glad to make a reasonable allowance to cover the
cost of repairs, or if you do not think the perambulator can
be repaired, you may return it to us at our expense and we
will give your account credit for it. We will send you a new
one in exchange if you desire.
Very truly yours,
Wells & Sons.
WELLS & SONS
29 SUMMER STREET
BOSTON, MASS.
May 11, 1923.
Mrs. Julia Furniss,
29 Oak Street,
Somerville, Mass.
Dear Madam:
We have received your note of May 8th in regard to the
bathroom scales on your bill of May 1st.
We do not send these scales already assembled as there is
considerable danger of breakage, but we shall send a man out
to you on Wednesday the twelfth to set them up for you. The
missing height bar will be sent to you.
Very truly yours,
Wells & Sons.
THE STERLING SILVER CO.
2800 FIFTH AVE.
NEW YORK
December 17, 1923.
Mrs. Daniel Everett,
290 Washington Square,
New York.
Dear Madam:
We regret that it will be impossible to have your tea spoons
marked as we promised. Marking orders were placed in such
quantities before yours was received that the work cannot be
executed before December 28th.
We are, therefore, holding the set for your further
instructions and hope that this will not cause any
disappointment.
Very truly yours,
The Sterling Silver Co.
REX TYPEWRITER CO.
20 SO. MICHIGAN AVE.
CHICAGO, ILL.
November 6, 1922.
Mr. John Harris,
Wayside, Ill.
Dear Sir:
We are in receipt of the damaged No. 806 typewriter which you
returned, and have forwarded a new typewriter which was
charged to your account.
Please mail us a freight bill properly noted, showing that
the typewriter which you returned was received in a damaged
condition, so that the cost of repairs can be collected from
the transportation company and the proper credit placed to
your account.
Very truly yours,
Rex Typewriter Co.
WELLS & SONS
29 SUMMER STREET
BOSTON, MASS.
September 25, 1922.
Mr. Louis Wright,
Quincy, Mass.
Dear Sir:
Our warehouse headquarters have just informed us in reply to
our telegram, that your order No. 263 of September 6th was
shipped on September 14th by express direct.
We regret the delay, and hope the goods have already reached
you.
Very truly yours,
Wells & Sons.
WELLS & SONS
29 SUMMER STREET
BOSTON, MASS.
June 7, 1923.
Mrs. Ralph Curtis,
5928 Commonwealth Ave.,
Boston, Mass.
Dear Madam:
We are sorry to learn from your letter of June 5th that you
found two buttons missing from your suit. We have no more
buttons like the one you enclosed and cannot get any, as the
suit is an import. But if you will let us know the number of
buttons in the entire set, we will send you a complete set of
buttons as nearly like the sample as possible.
I hope this will be a satisfactory solution.
Very truly yours,
Wells & Sons.
_A routine letter of adjustment_
HALL BROTHERS
500 FOURTH STREET
DAYTON, O.
January 28,1923.
Mr. Philip Drew,
480 Milk Street,
Boston, Mass.
Dear Sir:
We have received your letter of ______ and regret to learn
that ______. We will carefully investigate the matter at once
and within a day or two will write you fully.
Very truly yours,
Hall Brothers.
WELLS & SONS
29 SUMMER STREET
BOSTON, MASS
January 2, 1923.
Mr. George Larabee,
Sunnyside, Vt.
Dear Sir:
In compliance with your request of December 27th we shall mail
our check to-morrow for $16.98 for the humidor which you
returned. We regret very much the delay in this matter. Our
only excuse for it is the holiday rush in our delivery
department which prevented the delivery of the humidor in time
for Christmas.
We hope you will overlook the delay and give as another
opportunity to serve you.
Very truly yours,
Wells & Sons.
CREDIT AND COLLECTION LETTERS
Business is done largely on credit, but comparatively few men in
business seem to understand that in the letters concerning accounts lies
a large opportunity for business building. The old-style credit man
thinks that it is all important to avoid credit losses; he opens an
account suspiciously and he chases delinquent accounts in the fashion
that a dog goes after a cat.
Business is not an affair of simply not losing money: it is an affair of
making money. Many a credit grantor with a perfect record with respect
to losses may be a business killer; he may think that his sole function
is to prevent losses. His real function is to promote business. The best
credit men in the country are rarely those with the smallest percentage
of losses, although it does happen that the man who regards every
customer as an asset to be conserved in the end has very few losses.
Therefore, in credit granting, in credit refusing, and in collection,
the form letter is not to be used without considerable discrimination.
It is inadvisable to strike a personal note, and many firms have found
it advantageous to get quite away from the letter in the first reminders
of overdue accounts. They use printed cards so that the recipient will
know that the request is formal and routine.
Another point to avoid is disingenuousness, such as "accounts are opened
for the convenience of customers." That is an untrue statement. They are
opened as a part of a method of doing business and that fact ought
clearly to be recognized. It does not help for good feeling to take the
"favoring" attitude. Every customer is an asset; every prospective
customer is a potential asset. They form part of the good-will of the
concern.
Tactless credit handling is the most effective way known to dissipate
good-will.
_To open a charge account_
4601 Fourth Avenue,
New York,
May 3, 1922.
Hoyt & Jennings,
32 East Forty Eighth Street,
New York.
Gentlemen:
I desire to open a credit account with your company.
Will you let me know what information you desire?
Very truly yours,
Harold Grant.
or, according to the circumstances any of the following may be used:
I desire to open a line of credit _________________________
I desire to open an account _______________________________
I desire to maintain an open account ______________________
I desire to maintain a charge account _____________________
_Replies to application for credit_
HOYT & JENNINGS
32 EAST 48TH ST.
NEW YORK
May 8, 1923.
Mr. Harold Grant,
48 Dey Street,
New York.
Dear Sir:
May we thank you for your letter of May 3rd in which you
expressed a desire to have an account with us?
We enclose a copy of our usual form and trust that we shall
have the privilege of serving you.
Yours very truly,
(Handwritten) _F. Burdick_,
Credit Manager,
Hoyt & Jennings.
HOYT & JENNINGS
32 EAST 48TH STREET
NEW YORK
May 18, 1923.
Mr. Harold Grant,
48 Dey Street,
New York.
Dear Sir:
We are glad to notify you that, in accordance with your
request, a charge account has been opened in your name.
At the beginning of our new business relations, we wish to
assure you that we shall try to give satisfaction, both with
our goods and with our service. Whenever you purchase an
article, it is simply necessary that you inform the sales
person waiting on you that you have a charge account--and then
give your name and address.
As is customary in our business, a statement of purchases made
during the preceding month will be rendered and will be due on
the first of each month.
We are awaiting with pleasant anticipation the pleasure of
serving you.
Very truly yours,
(Handwritten) _F. Burdick_,
Credit Manager,
Hoyt & Jennings.
_Refusing credit_
(This is one of the most difficult of all letters to write and one in
which extreme care should be used for it may happen that the references
have not replied accurately or that there may be somewhere an error.
Many people entitled to credit have never asked for it and therefore
have trouble in giving references. A brusque refusal will certainly
destroy a potential customer and is always to be avoided. The best plan
is to leave the matter open. Then, if the applicant for credit has
really a standing, he will eventually prove it.)
HOYT & JENNINGS
32 EAST 48TH STREET
NEW YORK
Mr. Harold Grant,
48 Dey Street,
New York.
Dear Sir:
May we thank you for your letter of May 5th and for the names
of those whom you were kind enough to give as references?
The information that we have received from them is
unfortunately not quite complete enough for the purposes of
our formal records. Would you care to furnish us with further
references in order that the account may be properly opened?
Or perhaps you would rather call in person.
Very truly yours,
(Handwritten) _F. Burdick_,
Credit Manager,
Hoyt & Jennings.
_Where an order has been sent in by one who has not opened an account_
GREGORY SUPPLY CO.
114 MAIN STREET
BALTIMORE, MD.
July 13, 1923.
J. K. Cramer & Brothers,
New Sussex, Md.
Gentlemen:
We write to thank you for your order of July 10th, amounting
to $320 and we are anxious to make shipment quickly.
Our records do not show that we have previously been receiving
your orders and hence unfortunately we have not the formal
information desired by our credit department so that we can
open the account that we should like to have in your name. For
we trust that this will be only the first of many purchases.
Will you favor us by filling out the form enclosed and
mailing it back as soon as convenient? The information, of
course, will be held strictly confidential.
We are preparing the order for shipment and it will be ready
to go out.
Yours truly,
(Handwritten) _B. Allen_,
Credit Manager
Gregory Supply Co.
LETTERS TO REFERENCES GIVEN BY THE APPLICANT
_To a bank_ (A bank will not give specific information)
GREGORY SUPPLY CO.
114 MAIN STREET
BALTIMORE, MD.
July 25, 1923.
Haines National Bank,
Baltimore, Md.
Gentlemen:
We have received a request from Mr. Cramer of New Sussex, Md.,
who informs us that he maintains an account with you for the
extension of credit. He has given you as a reference.
Will you kindly advise us, in confidence and with whatever
particularity you find convenient, what you consider his
credit rating? Any other information that you may desire to
give will be appreciated.
We trust that we may have the opportunity to reciprocate your
courtesy.
Very truly yours,
(Handwritten) _B. Allen_,
Credit Manager,
Gregory Supply Co.
_To a commercial house_
GREGORY SUPPLY CO.
114 MAIN STREET
BALTIMORE, MD.
July 25, 1923.
Bunce & Co.,
29 Vine Ave.,
Baltimore, Md.
Gentlemen:
We shall be much obliged to you if you will kindly inform us
concerning your credit experience with Mr. J. K. Cramer of New
Sussex, Md., who desires to open an account with us and who
has referred us to you.
We shall be happy at any time to reciprocate the courtesy.
Yours truly,
(Handwritten) _B. Allen_,
Credit Manager
Gregory Supply Co.
_Another letter of the same description in a printed form_
(Name and address to be typewritten in)
GREGORY SUPPLY CO.
114 MAIN STREET
BALTIMORE, MD.
(Date to be typewritten in)
Gentlemen:
J. K. Cramer, of New Sussex, Md.,
desires to open an account with our store and has given your
name as a reference.
Your courtesy in answering the questions given below will be
appreciated. We shall be glad to reciprocate it at any time.
Yours truly,
Gregory Supply Co.
(Please fill out and return as soon as convenient.)
1. Has he an account with you now? ________________________
2. How long has he had the account? _______________________
3. How does he pay? Prompt ______ Medium ______ Slow ______
4. Have you ever had difficulty in collecting? ____________
5. What limit have you placed on the account? _____________
6. Special information. ___________________________________
_In reply to the above_
(A)
BUNCE & COMPANY
89 STATE ST.
BALTIMORE, MD.
July 29, 1923.
Gregory Supply Co.,
Baltimore, Md.
Gentlemen:
In reply to your letter of October 14th in which you inquire
concerning the responsibility of J. K. Cramer of New Sussex,
Md., we are glad to help you with the following information.
Mr. Cramer has had a charge account with our store during the
last five years. Our records show that he has always met our
bills in a satisfactory manner. His account is noted for a
monthly limit of $300, but he has never reached it.
Our own experience is that Mr. Cramer is a desirable customer.
Yours very truly,
Bunce & Company.
(B)
WALSH MACHINE CO.
29 ELM STREET
BALTIMORE, MD.
July 30, 1923.
Gregory Supply Co.,
Baltimore, Md.
Gentlemen:
Concerning Mr. J. K. C., about whom you inquired in your
letter of October 14th, our records show that our experience
with this account has not been satisfactory.
We find that during the last five years in which he has had an
account with us he has caused us considerable trouble with
regard to his payments. At the present moment he owes us $240
for purchases made approximately six months ago, to recover
which amount we have instructed our attorneys to institute
legal proceedings.
We hope that this information will be of assistance to you.
Yours very truly,
Walsh Machine Co.
PLUM BROTHERS
2800 BROAD STREET
PHILADELPHIA, PA.
July 31, 1923.
Gregory Supply Co.,
614 Main Street,
Baltimore, Md.
Gentlemen:
We are glad to give you the information you wish concerning
our experiences with the A. B. C. Company, about whom you
inquire in your letter of April 9th.
The company first came to us on November 8, 1920. On that
date they purchased from us 50 lawn mowers at a total cost of
$500. They took advantage of the discount by paying the bill
on November 18th.
In January, 1921, they gave us an order for 100 at a total
cost of $900. This bill they paid in February.
Their latest purchase from us was in July, 1921. At this time
their order amounted to 25 lawn mowers. They paid the bill in
October after we had sent them several requests for
remittance.
We trust this information will be of some value to you in
determining just what amount of credit you may feel justified
in extending to them.
Very truly yours,
(Handwritten) _H. Plum_,
Plum Brothers.
_Offering credit_
DWIGHT & DAVIS
89 PARK STREET
ALBANY, N. Y.
October 9, 1922.
Mrs. Herbert Reid,
1400 Fourth Avenue,
Albany, N. Y.
Dear Madam:
Whenever you wish to come in and purchase without cash, it
will be a great pleasure to us to open a charge account with
you.
We have made a record here in the store so that whenever you
call it will have been arranged for you to purchase whatever
you want.
We think you will approve of the character of service and the
quality of merchandise. We wish to win not only your
patronage, but your friendship for our store.
Every up-to-date woman realizes the many benefits, the
conveniences, and even prestige she enjoys through having a
charge account at a dependable store.
A store, in turn, is judged by its charge accounts--it is
rated by the women who have accounts there.
And so, because of your standing in the community, if you
avail yourself of our invitation to do your buying here, you
are reflecting credit both on yourself and on us.
We hope you will decide to let us serve you--all our
facilities are completely at your service.
We should like you to feel that our store is especially
adapted to your needs.
Yours very truly,
(Handwritten) _C. Dale_,
Credit Manager,
Dwight & Davis.
SUMMIT BOX COMPANY
KANSAS CITY, MO.
November 13, 1923.
George Harrow & Co.,
29 Fifth Street,
Kansas City, Mo.
Gentlemen:
We want to thank you for your order of November 10th, with
your check enclosed in full payment. We appreciate the
business you have been giving us. The thought has frequently
occurred to us that you may desire the advantages of an open
account with us. We believe that such an arrangement will make
transactions more convenient. We therefore have the pleasure
of notifying you that we have noted your account for our
regular credit terms of 2% 10 net 30, up to a limit of $500.
We hope that both your business and our acquaintance with you
will develop to such an extent that it will be a pleasure to
extend to you from time to time larger credit accommodations
to take care of your increasing needs.
The business relations between us have been so agreeable that
we feel they will continue so. Please remember that if we can
ever be of assistance to you in helping you in your business
we only ask that you call upon us.
Very truly yours,
(Handwritten) _G. Harris_
Credit Manager
Summit Box Company.
Collection letters may very easily be overdone. The old idea was that
any expense or any threat was justified if it got the money, but among
the more advanced collection departments common sense has crept in, and
it has been ascertained by cost-finding methods that it is not worth
while to pursue a small account beyond a certain point and that when
that point is reached it is economy to drop the matter. How far it is
wise to go in attempting to collect an account is an affair of costs,
unless one has a penchant for throwing good money after bad.
The point to bear in mind in writing a collection letter is that it is a
collection letter--that it is an effort to get money which is owed. It
would not seem necessary to emphasize so entirely self-evident a point
were it not unfortunately sometimes overlooked and the collection letter
made an academic exercise. There is no excuse for a long series of
collection letters--say eight or ten of them. After a man has received
three or four letters you can take it for granted that he is beyond
being moved by words. You must then have recourse to some other mode of
reaching him. Drawing on a debtor is also of small use; the kind of a
man who will honor a collection draft would pay his bill anyhow.
If a debtor has assets and there is no dispute concerning the account,
he will usually pay. He may pay because you threaten him, but most
people with the ability to owe money are quite impervious to threats,
and although a threatening letter may seem to bring results, it can
never be the best letter because on the other side of the ledger must be
recorded the loss of the customer. The average writer of a collection
letter usually gets to threatening something or other and quite often
exposes himself to the danger of counter legal action. (See Chapter XI
on The Law of Letters.)
The most successful collection men do not threaten. The best of them
actually promote good-will through their handling of the accounts. The
bully-ragging, long-winded collection letter has no place in
self-respecting business. The so-called statements of collection by
which papers drawn up to resemble writs are sent through the mails, or
served, not only have no place in business but many of them are actually
illegal.
The letters which are appended have been chosen both for their
effectiveness and their courtesy. They represent the best practice. It
is, by the way, not often wise for the creditor to set out his own need
for money as a reason why the debtor should pay the account. It is true
that the sympathy of the debtor may be aroused, but the tale of misery
may lead him to extend comfort rather than aid. However, several such
letters have been included, not because they are good but because
sometimes they may be used.
_Collection letters_
Most firms have adopted a series of collection letters beginning with
the routine card reminder of an overdue account and following with
gradually increasingly personal second, third, fourth, and so on,
letters.
_First letter--printed card_
THE ENCLOSED STATEMENT OF ACCOUNT
IS SENT TO YOU AS WE BELIEVE YOU
HAVE OVERLOOKED ITS PAYMENT.
STONE BROTHERS
_Second letter_
STONE BROTHERS
NEW YORK
March 15, 1917.
Miss Grace Duncan,
146 Prospect Park West,
Brooklyn, N. Y.
Dear Madam:
There appears an amount of $29.36 open in your name for the
months of October to January which, according to our terms of
sale, is now overdue, and if no adjustment is necessary, we
trust you will kindly favor us with a check in settlement.
Very truly yours,
Stone Brothers, New York,
(Handwritten) _James Miller_,
Collection Manager.
[Illustration: Specimens of business letterheads used by English firms]
_Third letter_
STONE BROTHERS
NEW YORK
April 2, 1917.
Miss Grace Duncan,
146 Prospect Park West,
Brooklyn, N. Y.
Dear Madam:
Our letters of February 15th and March 15th have brought no
reply from you. Since they have not been returned by the Post
Office we must presume that you received them.
You naturally wish to keep your credit clear. We wish to have
it clear. It is really a mutual affair. Will you not send a
check and keep the account on a pleasant basis?
Very truly yours,
Stone Brothers,
(Handwritten) _James Miller_,
Collection Manager.
The amount is $29.36.
_Fourth letter_
STONE BROTHERS
NEW YORK
April 16, 1917.
Miss Grace Duncan,
146 Prospect Park West,
Brooklyn, New York.
Dear Madam:
We have no desire to resort to the law to collect the $29.36
due us, but unless your remittance is in our hands by May 1st,
we shall take definite steps for the legal collection of your
account. May we hear from you at once?
Very truly yours,
Stone Brothers,
(Handwritten) _James Miller_,
Collection Manager.
The following are collection letters of varying degrees of personal
tone. In these seven letters are given the body of the letter, with the
salutation and the complimentary close. Headings and signatures have
been omitted.
Dear Sir:
A statement is enclosed of your account, which is now past
due. A remittance will be appreciated.
Yours truly,
Dear Madam:
We desire to call your attention again to your past-due
account for the month of January for $90.52, a statement of
which was mailed to you several weeks ago. We shall appreciate
receiving your check in payment of this account by return
mail.
Very truly yours,
Gentlemen:
Two weeks ago we mailed you a statement of account due at that
time, and as we have heard nothing from you we thought it
possible that our letter may have miscarried. We are sending
you a duplicate of the former statement, which we hope may
reach you safely and have your attention.
Very truly yours,
_To follow the preceding letter_
Gentlemen:
We call your attention to the enclosed statement of account
which is now past due. We have sent you two statements
previous to this, to which you seem to have given no
attention.
It may be possible that you have overlooked the matter, but we
hope this will be a sufficient reminder and that you will
oblige us with a remittance without further delay.
Very truly yours,
Dear Sir:
We are enclosing a statement of your account and we request as
a special favor that you send us a remittance previous to the
28th of this month if possible. The amount is small, but not
the less important. We have unusually heavy obligations
maturing on the first of next month and you will understand
that for the proper conduct of business the flow of credit
should not be dammed up.
In looking over your account for the last few months, it
occurs to us that we are not getting a great deal of your
business. If this is due to any failure or negligence on our
part, perhaps you will undertake to show us where we are
lacking because we surely want all of your business that we
can get.
Very truly yours,
_Follow-up letters_
Dear Sir:
We wrote you on 18th February and enclosed a statement of your
account. We hoped at the time that you would send us a check
by return mail. If our account does not agree with your books,
kindly let us know at once so that we may promptly adjust the
differences.
We hope that you can accommodate us as requested in our
previous letter and that we will hear from you by the 10th of
March. We again assure you that a remittance at this
particular time will be greatly appreciated.
Also please remember that we want your orders, too. Prices on
copper wire are likely to make a sharp advance within a few
days.
Very truly yours,
January 19, 1921.
Dear Sir:
We are enclosing a statement showing the condition of your
account at this writing, and we must ask you to be kind enough
to do your utmost to forward us your check by return mail.
Our fiscal year closes January 31st and it is naturally our
pride and endeavor to have as many accounts closed and in good
standing as is possible for the coming year, and this can
materialize only with your kind cooeperation.
Very truly yours,
LETTERS OF APPLICATION
_Application for position as stenographer_
648 West 168th Street,
New York, N. Y.,
April 4, 1922.
Mr. B. C. Kellerman,
1139 Broad Street,
New York, N. Y.
Dear Sir:
This may interest you:
I can take dictation at an average rate of 100 words a minute
and I can read my notes. They are always accurate. If you will
try me, you will find you do not have to repeat any dictation.
I never misspell words.
I am nineteen, a high school graduate, quick and accurate at
figures. I have a good position now, uptown, but I should
prefer to be with some large corporation downtown. I am
interested in a position with room at the top.
I am willing to work for $18 a week until I have demonstrated
my ability and then I know you will think me worth more.
A letter or a telephone message will bring me in any morning
you say to take your morning's dictation, write your letters,
and leave the verdict to you.
Will you let me try?
Very truly yours,
Edith Hoyt.
Telephone Riverside 8100
_Application for position as secretary_
149 East 56th Street,
Chicago, Ill.,
December 1, 1923.
Mr. Ralph Hodge,
Boone & Co.,
2000 So. Michigan Ave.,
Chicago, Ill.
Dear Sir:
This is in answer to your advertisement for a secretary. I
have had the experience and training which would, I think
enable me satisfactorily to fill such a position. I recognize,
of course, that whatever my experience and training have been
they would be worse than useless unless they could be modified
to suit your exact requirements. (Here set out the
experience.)
The lowest salary I have ever received was twelve dollars a
week, when I began work. The highest salary I have received
was thirty dollars a week, but I think that it would be
better to leave the salary matter open until it might be
discovered whether I am worth anything or nothing.
Very truly yours,
(Miss) Mary Rogers.
_Answer to an advertisement from an applicant who has had no experience_
245 East 83rd Street,
Chicago, Ill.
Mr. Ralph Hodge,
Boone & Co.,
2000 So. Michigan Ave.,
Chicago, Ill.
Dear Sir:
This is in answer to your advertisement for a secretary, in
which you ask that the experience of the applicant be set
forth. I have had no experience whatsoever as a secretary.
Therefore, although I might have a great deal to learn, I
should have nothing to unlearn.
I understand what is expected of a secretary, and I hope that
I have at least the initial qualifications. I have had a fair
education, having graduated from Central High School and the
Crawford Business Academy, and I have done a great deal of
reading. I am told that I can write a good letter. I know that
I can take any kind of dictation and that I can transcribe it
accurately, and I have no difficulty in writing letters from
skeleton suggestions.
Your advertisement does not give the particular sort of
business that you are engaged in, but in the course of my
reading I have gathered a working knowledge of economics,
finance, business practice, and geography, some of which might
be useful. I am writing this letter in spite of the fact that
you specified that experience was necessary, because one of my
friends, who is secretary to a very well-known corporation
president, told me that she began in her present place quite
without experience and found herself helped rather than
handicapped by the lack of it.
I am twenty-two years old and I can give you any personal or
social references that you might care for. I have no ideas
whatsoever on salary. In fact, it would be premature even to
think of anything of the kind. What I am most anxious about is
to have a talk with you.
Very truly yours,
(Miss) Margaret Booth.
_Applications for position as sales manager_
1249 Huntington Ave.,
Boston, Mass.
Mr. Henry Jessup,
White Manufacturing Co.,
89 Milk Street,
Columbus, O.
Dear Sir:
Mr. A. C. Brown of the Bronson Company tells me you are in
immediate need of a sales manager for the Western Illinois
territory.
Western Illinois offers a promising opportunity for the sale
of farm implements and devices. During my experience with the
Johnson & Jones Company, I got to know the people of this
section very well, and I know how to approach them. The
farmers are well-to-do and ready for improvements that will
better their homes, lands, and stock. There could not be a
better place to start.
As Mr. Brown will tell you, I have been with the Bronson
Company for five years. I started as clerk in the credit
office, gradually working out into the field--first as
investigator, then salesman, and for the last two years as
sales manager of the Western Virginia territory. The returns
from this field have increased 100 per cent. since I began.
With the hearty cooeperation of the men on the road, I have
built up a system about which I should like to tell you. It
would work out splendidly selling Defiance Harrows in Western
Illinois.
My home is in Joliet and I want to make my headquarters there.
I have no other reason for quitting the Bronson Company, who
are very fair as far as salary and advancement are considered.
My telephone number is Cherry 100. A wire or letter will bring
me to Columbus to talk with you.
Very truly yours,
Gerald Barbour.
70 Blain Ave.,
Boston, Mass.,
May 4, 1921.
Mr. John Force,
6 Beacon Street,
Boston, Mass.
Dear Sir:
This letter may be of some concern to you. I am not a man out
of a job, but have what most men would consider one that is
first-class. But I want to change, and if you can give me a
little of your time, I will tell you why and how that fact may
interest you.
In a word, I have outgrown my present position. I want to get
in touch with a business that is wide-awake and progressive;
one that will permit me to work out, unhampered, my ideas on
office organization and management--ideas that are
well-founded, conservative, and efficient. My present position
does not give play to initiative.
If you at this time happen to be looking for a man really to
manage your office, audit accounts, or take charge of credits,
my qualifications and business record will show you that I am
able to act in any or all of these capacities.
I have written with confidence because I am sure of myself,
and if I undertake to direct your work, you may be assured
that it has a big chance of being successful.
If you so desire, I shall be glad to submit references in a
personal interview.
Very truly yours,
Clive Drew.
Telephone Winthrop 559-w
_Answers to letters of application_
HARRISON NATIONAL BANK
TRENTON, N. J.
February 2, 1923.
Mr. James Russell,
63 State Street,
Trenton, N. J.
Dear Sir:
I wish to acknowledge your letter of application of December
8th. At present we have no vacancies of the type you desire. I
am, however, placing your application on file.
Very truly yours,
Samuel Caldwell.
HARRISON NATIONAL BANK
TRENTON, N. J.
February 2, 1923.
Mr. James Russell,
63 State Street,
Trenton, N. J.
Dear Sir:
I wish to acknowledge your letter of application of December
8th. At present we have no vacancies of the type that you
desire. However, I should be very glad to have a talk with you
on December 12th at my office at four o'clock.
Very truly yours,
Samuel Caldwell.
LETTERS OF REFERENCE
_Letter asking for reference_
468 Walnut Street,
Philadelphia, Pa.,
May 5, 1923.
Mr. William Moyer,
Triumph Hosiery Co.,
4000 Broad Street,
Philadelphia, Pa.
My dear Mr. Moyer:
I am looking for a position as cashier with the Bright Weaving
Company. My duties there would be similar in every way to my
work in your office, and a recommendation from you would help
greatly.
Mr. Sawyer, the first vice-president of the Bright Weaving
Company, knows you personally, hence an opinion from you would
have particular effect.
Your kindness would be deeply appreciated, as have been all
your kindnesses in the past.
Yours very sincerely,
Philip Rockwell.
A useful practice adopted by some firms is the requirement of a
photograph from every applicant for a position.
HADDON IRON WORKS
PHILADELPHIA, PA.
_Paste photograph
of applicant here_
April 30, 1917.
B. F. Harlow & Co.,
Paterson, N. J.
Dear Sirs:
Philip Smith (photo attached) has applied to us for a position
as steamfitter.
His application states that he has been in your employ for
three years and that he is leaving to take a position in this
city.
As all applicants are required by us to furnish references as
to character and ability, we shall appreciate your giving us
the following information.
Very truly yours,
(Handwritten) _Samuel Sloane_,
Employment Manager.
Is his statement correct?
Are his character and habits good?
Had he the confidence of his employers?
Can he fill the position for which he has applied?
Remarks: Signed
Dated
_Some general letters of recommendation_
March 4, 1923.
To Whom It May Concern:
I have known the bearer, John Hope, for four years. He is of
fine family and has been one of our most highly regarded young
men. I would heartily recommend him.
Richard Brown.
April 18, 1922.
Gentlemen:
The bearer, George Frothingham, is a young man of my
acquaintance whom I know and whose family I have known for
some time. They are splendid people. This boy is ambitious and
thoroughly reliable. I hope you can find a place for him.
Very truly yours,
Gerald Law.
June 16, 1922.
To Whom It May Concern:
This is to certify that the bearer, Ernest Hill, is an
acquaintance of mine, a man whom I know to be thoroughly
trustworthy.
Harold Smith.
July 12, 1923.
Dear Sir:
This is to certify that Joseph Rance has been in my employ for
eighteen months. He is a most willing and able worker, honest,
steady, and faithful. I regret that I was obliged to let him
go from my employ. I feel very safe in highly recommending him
to you.
Very truly yours,
George Bunce.
_Recommendation for a special position_
HARCOURT MANUFACTURING CO.
29 BOYLSTON STREET
BOSTON, MASS.
October 10, 1921.
Mr. Gordon Edwards,
48 Tremont Street,
Boston, Mass.
Dear Mr. Edwards:
At luncheon last Wednesday you mentioned that you were in need
of another advertising writer. If the position is still open,
I should like to recommend Mr. Bruce Walker.
When I first met Mr. Walker he was with Bellamy, Sears & Co.,
Boston, and was doing most of their newspaper advertising. His
work was so good that I offered him a position as advertising
writer with us. He accepted, with the approval of Bellamy
Sears & Co., and has been with me for the last three years. He
has written for us some of the best drawing copy that we ever
used, and his work has been satisfactory in every way. He is
original and modern in his advertising ideas, and knows how to
express them forcefully but without exaggeration. His English
is perfect.
I shall greatly regret losing Mr. Walker, but I cannot advance
him above his present position, and I agree with him that he
is equal to a bigger position than he has here. I hope you can
give him the opportunity that he seeks. If you will see him
personally, you will oblige both him and me.
Very sincerely yours,
B. A. Yeomans.
_Thanks for recommendation_
29 Kelley Ave.,
Cleveland, O.,
October 4, 1923.
Mr. John Saunders,
Jones Publishing Co.,
Cleveland, O.
My dear Mr. Saunders:
Your influence and kindly interest have secured for me the
position with Tully & Clark. I want to thank you for the
excellent recommendation which you gave me and to assure you
that I shall give my best attention to my new work.
Very truly yours,
John Dillon.
LETTERS OF INTRODUCTION
The method of delivering letters of introduction is fully described
under social letters of introduction.
_Answer to a request for a letter of introduction_
89 Grand Ave.,
Detroit, Mich.,
August 8, 1923.
Mr. Albert Hall,
29 Main Street,
Detroit, Mich.
My dear Mr. Hall:
Accompanying this note you find letters of introduction which
I hope will be what you want.
I am glad to give you these letters and should you need any
further assistance of this kind, please consider me at your
disposal.
Yours truly,
Clement Wilks.
_General letters of introduction_
89 Grand Ave.,
Detroit, Mich.,
August 8, 1923.
This will introduce the bearer, Mr. Albert Hall, whom I
personally know as being a gentleman in conduct and
reputation.
Any courtesy shown to Mr. Hall I shall consider a favor to
myself, and I ask for him all possible attention and service.
Clement Wilks.
June 9, 1923.
To Whom It May Concern:
The bearer, David Clark, has been an acquaintance of mine for
five years. He is a young man of good habits. I would
recommend him for any position within his ability.
Ellery Saunders.
_Special introduction_
(The inside address, heading, and signature are to be supplied)
Dear Sir:
Mr. Walter Green, whom this will introduce to you, is a
member of our Credit Department. He is visiting New York
on a personal matter, but he has offered to make a personal
investigation of the Crump case and I have advised him to see
you, as the man who knows most about that affair. If you can
find the time to give him a brief interview, you will do him
a favor, and I also shall appreciate it.
Yours very truly,
__________________
Vice-President.
_Introducing a stenographer in order to secure a position for her_
100 Wall Street,
New York, N. Y.,
February 6, 1921.
Mr. William Everett,
347 Madison Avenue,
New York, N. Y.
My dear Mr. Everett:
The bearer of this letter, Miss Mildred Bryan, my
stenographer, is available for a position, owing to the fact
that I am moving my office to Cincinnati.
She is an unusually competent young woman--quick, accurate,
intelligent, and familiar with the routine of a law office.
If you need a stenographer, you cannot do better than engage
Miss Bryan, and I am taking the liberty of giving her this
letter for you.
Very truly yours,
Howard S. Briggs.
LETTERS OF INQUIRY
_Requests for information_
Bradford Mills, Pa.,
August 9, 1923.
Dr. Louis Elliott,
29 Walnut Street,
Philadelphia, Pa.
My dear Dr. Elliott:
I am writing a paper on Vitamines to be read before the
Mothers' Club, an organization of Bradford Mills mothers.
I have drawn most of my material from your article in the
_Medical Magazine_, acknowledging, of course, the source of my
information. There are several points, however, on which I am
not clear. As it is of great importance that this subject be
presented to the mothers correctly, I am addressing you
personally to get the facts.
1. Am I to understand that no other foods than those
you mention contain these vitamines?
2. Are all the classes of vitamines necessary to life
and will a child fed on foods containing all the known
vitamines be better conditioned than one fed on only
one kind?
I shall greatly appreciate your answering my questions. The
members of the club have shown surprising interest in this
matter of food.
Yours sincerely,
Mabel Manners.
128 East Forty-Sixth Street,
New York, N. Y.,
June 15, 1922.
The Prentiss Candy Co.,
Long Island City, N. Y.
Gentlemen:
The _Better Food Magazine_, to which I am a contributor, has
asked me to make an investigation of the manufacture of the
most widely advertised foods, with a view to writing an
article on foods for the magazine.
I should like if possible to talk with someone and to make a
short visit to the factory. If you can arrange an appointment
for me during the next week, will you let me know? I shall
greatly appreciate it.
Very truly yours,
(Miss) Vera Henderson.
_Answers to letters of inquiry_
THE PRENTISS CANDY CO.
LONG ISLAND CITY, N. Y.
June 17, 1922.
Miss Vera Henderson,
128 East Forty-Sixth Street,
New York, N. Y.
Dear Madam:
We have your letter of 15th June and we shall be glad to give
you any assistance in our power.
If you will call at the factory office next week on Tuesday
the 22nd or Wednesday the 23rd and present the enclosed card
to Mr. Jones, you will get all the information you desire.
Very truly yours,
(Handwritten) _B. J. Clark_,
The Prentiss Candy Co.
PINE GROVE LODGE, STANTON, N. Y.
ABSOLUTELY FIREPROOF OPEN ALL THE YEAR
THE FINEST RESORT HOTEL IN THE COUNTRY
May 6, 1921.
Mr. Charles Keith,
4000 Madison Ave.,
New York, N. Y.
Dear Sir:
We have your letter of May 4th and in answer we are enclosing
some of our descriptive literature.
We can offer you absolute comfort together with an almost
matchless environment in the points of beauty and of
suitability for all sports.
Our rates are on the American plan. We have the finest American
plan kitchen and table anywhere. We enclose a menu. Our single
rooms with private bath are $50, $62, and $70 per week up for
one person. Rooms without bath, but with hot and cold running
water and adjacent to bath are $45 per week. Double rooms with
private bath and furnished with two single beds are $95, $105,
and $115 per week up for two persons. Rooms for two without bath
are $80 per week. These rates hold until September 1st.
The difference in rates is caused by the size and location of
rooms, but every room is furnished with taste and care. The
decorations have been carefully thought out. There are no
undesirable rooms at the Lodge and every room is an outside
room. Those on the east overlook the 120-acre golf course with
a magnificent view of the mountains, and those on the west front
the wooded slopes of Sunset Mountain.
Stanton affords the greatest combination of scenery, health-giving
climate, and facilities for enjoyment. Add to this the comforts
and luxuries of a modern hotel such as Pine Grove Lodge and the
result is perfect.
We feel quite sure you will find a visit here restful or
lively--as you will. One of the attractions of the place is its
facilities for occupying oneself in one's own way. We shall be
glad to make reservation for you at any time or to answer any
further inquiries.
Yours very truly,
Pine Grove Lodge.
If you should receive an inquiry for advice, opinion, or information,
which you do not care, for some reason, to give, you should at least
reply stating that you cannot comply with the request, in as courteous a
manner as possible.