ScientificAdvertising.com Mail order advertisers do likewise. They test their letters as they test their ads. A general letter is never used until it proves itself best among many actual returns. Letter writing has much to do with advertising. Letters to inquirers, follow-up letters. Wherever possible they should be tested. Where that is not possible, they should be based on knowledge gained by tests. We find the same difference in letters as in ads. Some get action, some do not. Some complete a sale, some forfeit the impression gained. These are letters, going usually to half-made converts, that are tremendously important. Experience generally shows that a two-cent letter gets no more attention than a one-cent letter. Fine stationery no more than poor stationery. The whole appeal lies in the matter. A letter which goes to an inquirer is like a salesman going to an interested prospect. You know what created that interest. Then follow it up along that line, not on some different argument. Complete the impression already created. Don't undertake another guess. Do something if possible to get immediate action. Offer some inducement for it. Or tell what delay may cost. Note how many successful selling letters place a limit on an offer. It expires on a certain date. That is all done to get prompt decision, to overcome the tendency to delay. A mail order advertiser offered a catalog. The inquirer might send for three or four similar catalogs. He had that competition in making a sale. So he wrote a letter when he sent his catalog, and enclosed a personal card. He said, "You are a new customer, and we want to make you welcome. So when you send your order please enclose this card. The writer wants to see that you get a gift with order - something you can keep."
Powered by FlippingBook