Business Letter Writing Made Simple

Only $1.
95
Business A comprehensive
guide for
self-study and
Letter Writing review

course
Irving Rosenthal
and Harry W. Rudman
Made Simple
Revised Edition
xxxxxxxxxxxxxxx
This is the ideal reference
book for the secretary,
businessman, and student,
for it gives hundreds of
practical and easy tips on
writing successful business
letters of every kind
and contains up-to-date
instructions on postal
zip codes.
BUSINESS
LETTER WRITING
MADE SIMPLE
BUSINESS
LETTER WRITING
MADE SIMPLE
REVISED EDITION
Edited by
IRVING ROSENTHAL, MS.

Associate Professor, The City College of N.Y.
AND
HARRY W. RUDMAN, Ph.D.

Professor, The City College of N.Y.
MADE SIMPLE BOOKS

DOUBLEDAY & COMPANY, INC, GARDEN CITY, NEW YORK
Library of Congress Catalog Card Number 68-11767
Copyright © 1955, 1968 by Doubleday & Company, Inc.
All Rights Reserved
Printed in the United States of America
ABOUT THIS BOOK
In a business civilization such as ours, almost everyone some way involved with business is in
correspondence, and inevitably meets with numerous occasions when he or she is called upon to
write business letters. And when that occurs, as it must, there is often a feeling of frustration and
bewilderment, a sense of unpreparedness. This book has been prepared to provide reliable and
authoritative guidance in all matters relating to business letter writing.
Following thorough consideration of the problems of "approach" to business correspond-
a
ence and complete explanations and descriptions of letter-structure and appearance, there are ex-
tensive treatments of the major kinds of business letters: the sales letter; direct-mail sales letters;
credit and collection letters; employment letters; complaint and adjustment letters; post cards
and telegrams; and, in the section on "Miscellaneous Letters," other kinds of business corre-
spondence. Every aspect of business letter writing is explored in detail and illustrated with nu-
merous model examples —models from which the reader may gather valuable and helpful ideas
and suggestions for his own letters.
The Appendixes are another unique feature of the book. Here you will find —simply ex-
plained and outlined so that it may be rapidly digested — explanations and illustrations of the
rules of spelling; scientifically prepared lists of words most frequently misspelled; the rules of
punctuation, with illuminating illustrations; the correct forms of abbreviation; carefully pre-
pared lists of words often confused or wrongly used, according to their frequency; lists of words
and expressions to avoid in the interest of better writing, followed in each instance with sugges-
tions for improvement. The final Appendix is the most complete available Glossary of terms used
in business and formal correspondence.
Throughout the book the editors have been especially careful to reflect everywhere the most
modern, up-to-date forms, usages, customs, practices, and norms. In the best sense of the term,
this is modem business letter writing.
This book is intended for use as an office and home manual in business letter writing not only
for men and women in business, but for everyone who will ever have occasion to write a business
letter of any kind in our business society.
—Irving Rosenthal
—Harry W. Rudman
ACKNOWLEDGMENTS
The editors wish to acknowledge their warm appreciation to the following firms and execu-
tives who have so generously responded to their requests for some of the illustrative material
used in this book:
American Hotel Association, New York, N.Y.

The American Magazine, New York, N.Y.
The Atlantic Monthly Magazine, Boston, Mass.
Buescher Band Instrument Co., Elkhart, Ind.
The Dartnell Corporation, Chicago, 111.
Elkhart Band Instrument Co., Elkhart, Ind.

Essley ShirtCompany, Inc., New York, N.Y.
Greater LittleRock Chamber of Commerce, Little Rock, Ark,
Life Magazine, New York, N.Y.
Look Magazine, Des Moines, Iowa
Newsweek Magazine, New York, N.Y,
Tide Magazine, New York, N.Y.
Time Magazine, New York, N.Y.
TABLE OF CONTENTS
CHAPTER ONE
BUSINESS LETTER WRITING No Conflict 18
TODAY AND YESTERDAY
Personality
The Objective
....
....
17
17
17
Conciseness
Types of Business
Appearance and Precision
Letters
19
19
19
The "You" Attitude . 18
CHAPTER TWO
APPEARANCE AND STRUCTURE Body 30
OF THE BUSINESS LETTIiR
Paper .... .
.
22
22
The Complimentary
The Signature .... Close .
,
31
31
OI/.CS
Color ....
• • • • 22
22 Numbers ....
Special Parts of the Business Letter: File
.... . 32
The Letterhead .
Bottom and Side-Margin Message; ; .

22
25
Attention Line
Enclosure Line ....
....
32
32
Framing
Indentations
....
Additional Sheets 25
25
25
Postscripts
Envelopes
Window Envelopes
.... .
32
32
34
The "Full Block" Form
The "Modified Block" Form
. 25
25 sure .....
Folding the Letter and Inserting Enclo-
34
Full Indentation
Hanging Indentation .
Punctuation and Abbreviations .

28
28
28
....
The Outside Address
....
The Return Address
Titles of Respect
.
.
34
36
36
Elements of the Letter
The Dateline .... . 28
30 Punctuation ....
Numbers and Abbreviations and Their
...... 36
The
The Salutation ....
Inside Address
.
30
30
Zip Codes
Some Final ....
Remarks
36
37
CHAPTER THREE
THE SALES LETTER Enclosures as a Means of Making Sales . 46
With Your Firm

Frequency of Communication
....
Your Satisfied Customers: Keeping Them
38
39
Effective Form Letters
Structure of the Sales Letter
The Salutation
.
.
47
47
47
Back ......
Your Ex-Customers: Winning Them
The Treatment of Special Customers .

40
40
The Opening
Body of the Letter
The Closing .... .
.
,
48
48
49
Letters to Help Your Salesmen . 40 The Postscript 49
....
Testimonials to Promote Sales
The Inquiry Letter
45
45
Letters You Don't Have to Write . 50
10 Business Letter Writing Made Simple
CHAPTER FOUR
DIRECT-MAIL SALES LETTERS 52 partment 60
Direct-Mail Selling a Big Business 52 Reproduction Processes 62
Advantages of Direct Mail . 52 Letter-Press Printing 62
What You Should Know to Sell by Di Offset Priming 62
rect-Mail . 53 Hooven Process 62
The Product . 53 Multigraphing 62
The Market . 53 Multilith 62
The Prospect . 53 Mimeographing 62
Appeals That Sell 53 Nahmco Process 63
The Advantage of the Multiple Appeal 53 Varityper 63
The Major Appeals 53 Sources of Lists of Prospects for Direct
The Need for Concentrating the Appeal 54 Mail . 63
Inducements as Aids in Selling 54 Purchase or Rental of Lists for Direct
The Giveaway or Free Item 55 Mail Campaigns . 64
Effective Order Forms 55 The Well-Tended List 64
tions ....
The Necessity for Explicit Specifica
Types of Direct-Mail Literature

57
51
Keep
Keep
It
It
Test Mailings to
Orderly
Fresh
Maximize Profitable Re
64
64
The Sales Letter 51 suits and to Minimize Losses . 65

The Post Card 51 The Sales Letter Series 65
The Leaflet . 58 Postal Information 71
The Circular . 58 First-Class Mail 71
The Broadside 58 Post Cards 71
The Self-Mailer 58 Air-Mail Rates 71
Inserts ....
Brochures, Catalogues, Books 58
58
Second-Class Mail
Third-Class Mail
71
71
Order-Form Inserts
Types of Envelopes .
58
58 Book Rates ....
Fourth-Class Mail {Parcel Post) 72
72
When
Timing
to Mail:
.....
The Strategy of Proper
Basic Equipment for a Mail-Order De-

60
Important Sections of Postal Laws
Government Regulation: Federal Agen
cies and Direct Mail
72
73
CHAPTER FIVE
CREDIT LETTERS .... 78 The Credit Inquiry: Examples of Effec-
Economy .....
Usefulness of Credit in the American
78
tive Letters
How? Who? Where?
and Inquiry
.
Forms;
82
Credit Risks:
Credit— Once
Almost Everybody Has
. . . .78
Letters Granting Credit:
Models ..... Some Useful
86
Requests for
Credit Letters
Credit:
Credit Information: Sources and

....Some Effective
Types
80
Saying "No"
Letters Refusing Credit:
Examples
Gracefully
.....
.
Some Tactful
87
88
of Data 80 Letters Suspending Credit: The Tactful
Granting Credit: Be Careful! . . 81 and Firm Explanation . 88
Credit Letters: The Importance of Tact 82
Business Letter Writing Made Simple 11
CHAPTER SIX
COLLECTION LETTERS
Types of Appeals
...
.... 90
90
The Necessity for Knowing
son Behind a Delinquent Account
the Rea-
94
The Necessity for Caution .91
. . The Appeal to Fair Play . 96
The "You" Attitude in Collection Letters
Sample Letters
Letter
. . .
Where Leniency Was Applied

. .91
91
91
Examples ....
The Appeal to Self-Interest:
Discounts, Premiums
Several
97
97
Letter From a Debtor Requesting an The Effective Employment of Humor
Extension 92 in Collection Letters . 98
Response to an Explanation for Late The "Pressure" Letter 99
Payment 92 The Masked Request 99
posed Letter
The Collection Letter Series
....
The Advantage of the Individually Com-
92
The Use of Drafts in Collection
Collection Letters and Delinquency m
99
The Formal Notice ...

The First Personal Letters: Examples
. . 92
92
93
Installment Buying
Collecting "Bad Debts": Effective
Model Letters
99
101
Sales Talk in Collection Letters: Store Collection Letters . 103
Models 93
CHAPTER SEVEN
EMPLOYMENT LETTERS
.... 108 Man Seeks Job .... 111
The Job-Hunt
Getting the First Job
Changing to the Better Job
108
108
108
What
Wants ....
the Prospective Employer
Structure of the Letter of Application

111
111
Where the Job Hunts the Man . 108 The Opening 111
Principles of Correspondence
The "You" Attitude
Examples of Letters in Which the Job
108
108 The Closing ....
The Second and Third Paragraph
The Data or Personal Record Sheet

112
112
112
Seeks the Man . 108 Sample Openings for Job Letters . 112
The Money Appeal 108 Openings to Avoid . 113
The Security Appeal 109 Examples of Good Closings . 113
The Prestige Appeal 109 Sample Data or Personal Record Sheet
Checking of References
Notifying Applicant of Placing Letter on
File
110
110
plications
Follow-Up Letters
.....
for Student or Recent Graduate Ap-
. . . .
115
115
Letter of Introduction 110 Letters Asking Permission to Use a Ref-
Acknowledging an Introduction . 110 erence . 115
Answering Situations Wanted Ad 110 Answer to Reference Requests 116
Postcard Notification to Applicants An Sample Letters of Application for Jobs . 116
swering Ad », 111 Follow-Up Letter . 118
CHAPTER EIGHT
COMPLAINTS AND ADJUSTMENTS 120 Clarity . 120
Complaint .....
Characteristics of the Effective Letter of
120
Courtesy
Conciseness
120
121
Reasonableness 121 Adjustment Policies . 125

Examples of Letters of Complaint
Complaint Letters
Series of
Adjustment Letters
.
121
122
123
The "Customer
Policy ....is Always Right"
The "Caveat Emptor" Policy .

125
125
Courtesy 123 The Best Way: Ascertain the Facts 125
Reasonableness 123 Essentials of theAdjustment Letter 125
Mistake-Prevention Measures Against Picking the Correspondent in Charge of
Complaints 123 Adjustments 125
Inspection
Check-Up
Promptness
. 123
123
123
Avoid Delay ....
Principles of Handling Complaints
Avoid Minimizing the Complaint

125
125
127
Instructions 123 Avoid Grudging Concessions . 127
Packing 124 Avoid Blaming the Customer . 127
Avoidance of Misrepresentations 124 Turning Complaints Into Assets . 127
Avoidance of Over-Selling 124 The Expression of Sympathy . 128
Careful Accounting Procedures 124 The Diplomatic Rejection 128
A Few Don'ts in Adjusting Complaints 124 The Diplomatic Agreement 128
Don't Be Flippant . 124 Where a Third Party Is at Fault. 128
Don't Be Belligerent 124 Examples of Adjustment Letters . 128
Don't "Crawl" 124
CHAPTER NINE
MISCELLANEOUS LETTERS 133 Accepting an Invitation 140
Routine . 133 Declining an Invitation 141
Inquiry 133 Resignation 141
Answers to Inquiry . 134 Inter-Office Correspondence 141
Orders 135 Good-Will Letter . 144
Example of Order Letter 135 Request for Charity 147
Acknowledgments 136 Example of an Acceptance Letter 147
Follow-Ups on Orders 136 Payments by Mail 147
Letters with Enclosures 137 Currency and Stamps 148
Letters of Introduction 137 Postal Money Order 148
Letters of Recommendation 138 Express Money Order 148
Social Correspondence in Business 139 Checks . 148
Letters of Congratulation . 139 Certified Checks 148
Letters of Sympathy and Condolence 140 Bank Drafts . 148
CHAPTER TEN
POST CARDS AND TELEGRAMS . 151 Pointers on Telegraphing . 152
Post Cards 151 How to Save Words 152
Distinction
Cards
Between Post and Postal
Advantages of Post Cards . .151

151 Messages
Phonetic Code
.....
Punctuation and Form
....
of Telegraphic
155
155
Examples of the Use of Post Cards . 151 Telegrams in Business 155
Telegrams 151
APPENDIX A-SPELLING 156

Summary of Spelling Rules . . . . . . . . . . .156
List of Words Most Frequently Misspelled . . . . . . . .157
APPENDIX B-PUNCTUATION 159
The Correct Forms and Usage . . . . . . . . . .159
APPENDIX C-ABBREVIATIONS 167
APPENDIX D-SALUTATIONS TO BE USED WHEN ADDRESSING DIGNI-

TARIES 169
APPENDIX E-WORDS OFTEN CONFUSED OR WRONGLY USED . . .171

APPENDIX F-WORDS AND EXPRESSIONS TO AVOID 173
APPENDIX G-GLOSSARY OF TERMS COMMONLY USED IN BUSINESS AND

FORMAL CORRESPONDENCE 175
547 Terms and Full Explanations . . . . . . . . . .175
BUSINESS
LETTER WRITING
MADE SIMPLE
CHAPTER ONE
BUSINESS LETTER WRITING TODAY AND YESTERDAY
If you compare business letters written a ity is really part of the general tendency
generation ago with business letters written to- toward the expression of personality in all our
day,you will be startled by the difference. activities, including business. Today imper-
Some words once in common use in business sonality is avoided, even in the most impersonal
correspondence, like ultimo, meaning "last of business relationships.
month," or instant, meaning "this month," Thus, big public-service corporations like
may puzzle you, for they have disappeared gas, electric, and telephone companies, which
from the vocabulary of business. What will were formerly satisfied with sending the
strike you most, perhaps, will be the formality monthly bill, now seek to "personalize" all
of the business letters of the past as contrasted their business operations. They pay substantial
with the more easygoing business letters of our fees to public relations agencies to improve
day. their methods of personalizing these transac-
Fashions change and there may be a return, tions.
in the future, to formal ways. But the present You will observe this trend even in seem-
trend favors informality. If you want to be in ingly unimportant details in the second-class
tune with the times, you will avoid the boiled mail you receive. Instead of the firm name in
shirt-front in your business correspondence. the return address, companies which do mass
But changes are rarely complete and final, mailings often use the name of an individual
and old forms and habits linger. Echoes of the in their organization. In that way they add a
past may sound in your mind while dictating, personal touch to the outside of the envelope.
and stilted expressions may slip in. Therefore Some firms print only the return address on
it may be helpful, now and then, to glance at the envelope without even mentioning the
Appendix F where you will find a list of ob- name of the firm.
solete and over-formal expressions that you In current business correspondence, there-
should avoid in your letters. fore, the aim is not to be reserved and imper-
These lists also include stale, needlessly stiff, sonal but to communicate personality. In that
and indirect expressions of our own time. Such respect business letters increasingly resemble
phrases reflect uncertainty or merely fatigue. personal letters. Business letters, too, seek to
If you areon guard against their occurrence give the impression of one person talking to
in your letters, you will be able to strengthen another.
weak points.
THE OBJECTIVE
PERSONALITY How, then, do business letters differ from
Let us now turn to the current informal personal letters?
trend in business letter writing. This informal- There are two main differences. One is in
17
what we may call the "restricted objective" of He will, of course, if he is not either inconsid-
the business letter; the other is what we may erate or f oolish, take some trouble to show re-
term "its restricted attitude." We shall first ciprocal interest in the reader's thoughts and
take up the restricted objective. feelings. But on the whole, it is the writer's
Personal letters are unlimited in their aims. thoughts and feelings that will be paramount.
They may express any emotion; they may drift His letter, then, will be written from the "I"
from one thing to another; they may have no attitude.
object at all other than a chat by mail. The situation is entirely different in the busi-
A business letter, on the other hand, has a ness letter. There the writer, seeking to induce
very definite objective. In almost every in- the reader to take a certain action, must con-
stance its purpose is to induce the reader of the sider the reader's thoughts and feelings. He
letter to take some action desired by the writer. must somehow manage to put himself in the
This action may be to buy the writer's goods; reader's place in order to anticipate his reac-
to extend credit tohim for purchases he wishes tions. Only in that way can he gain the insights
to make; to effect payment of an overdue bill that will enable him to persuade the reader that
or, on the contrary, to avoid legal action on a it will be to his advantage to act in the way the
bill he has left unpaid; to obtain a new job; to writer desires.
get satisfaction for his claim for damages, or to Therefore the writer cannot risk the "I" at-
refuse a claim upon him in such a way as not to titude. He
must adopt the "you" attitude, the
lose business, etc. In brief, he writes the letter attitude that will enable him to identify himself
to influence the reader to do something he with the reader. He must write the letter so
wants, and the contents of the letter are the that you, the reader, will feel that your point
reasons he presents to accomplish that result. of view is being considered, your interests are
We turn now to the second major difference being served.
between business and personal letter writing.
NO CONFLICT
THE "YOU" ATTITUDE The foregoing analysis may appear to con-
Since the restricted objective of a business tradict what we have said about business letters
letter is almost always to induce the reader to being an expression of personality. Actually
some action desired by the writer, its chief there is no contradiction. For just as the objec-
means will be persuasion. A number of com- tive of business letters is restricted, as is the at-
ponents enter into effective persuasion. Here titude from which they should be written, so
we will take up what is generally acknowl- too is the expression of personality in them re-
edged to be the primary component. It is some- stricted.

thing which people who provide professional As a businessman you must give the impres-
counsel in business letter writing call the "you" sion of being an understanding and fair person
attitude. and an efficient performer. That is the side of
In personal letters both the "I" attitude and your personality to be expressed in your busi-
the "you" attitude occur; generally, the "I" at- ness letters. All the better if you can do so with
titude predominates. In personal letters the some display of individuality or even tempera-
writer usually counts on the reader's interest ment. Unless your letters leave an impression
in him, in what he, the writer, thinks and feels. of fair dealing and efficient performance, you
are not likely to get very far with your readers. then, by the stratagem of some interest-sustain-
The "y ou " attitude in a business letter is neces- ing matter, to hold his interest. Both the atten-
sary not only to persuade the reader but also to tion-catching opening and the interest-sus-
win his confidence in the writer's fairness and taining copy may be only remotely connected
effectiveness. with the sales message. In that sense the rules of
In short, write with brevity, courtesy, tact. directness and conciseness are often deliber-
Make your meaning clear— in simple, every- ately violated in mail-order sales letters. But
day English. Visualize the person to whom you once attention is caught and interest is held,
are writing, plan your letter carefully, and the rules begin to apply. The sales message it-
make it accomplish what you would like to self, to be effective, must be direct and concise.
achieve if you had him in front of you. We shall amplify this topic in the section on
mail-order sales letters. There are exceptions
to be noted in other types of business corres-
CONCISENESS
pondence as well. These, too, will be discussed
Since business letters have a specific and re- in the sections devoted to them.
stricted objective, the writer cannot afford to
be wordy. He cannot risk being indirect or in- TYPES OF BUSINESS LETTERS
dulging any irrelevant interests, his own or the In business letter writing, as in other fields,
recipient's. He should be concise and to the no one list of types can exhaust all the possi-
point. bilities. However, the main categories of busi-
There are additional reasons for directness ness correspondence, to be treated in separate
and brevity. Business mail is much heavier than sections, comprise the following:
personal mail; and it is often read under un-
Sales letters
favorable conditions, amidst telephone calls,
Direct-Mail Sales letters
summonses to conferences, and other interrup-
Credit and Collection letters
tions. To assure attention a business letter
Employment letters
should not look discouragingly long or com-
Complaint and Adjustment letters
plicated. It should be and logi-
direct, readable,
Miscellaneous letters
cal so that its message is quickly communicated
Post Cards and Telegrams
and easily retained.
Like other rules, however, the rules of di-
rectness and conciseness have their exceptions.
APPEARANCE AND PRECISION
A conspicuous exception is mail-order sales Before discussing classifications section by
letters. section, we must deal with the very important
Unlike most other business correspondence, prerequisites —appearance and accuracy.
a mail-order sales letter (unless it is a follow- We have seen that business letters have been
up) has no previously established connection to approaching personal letters in the tendency to
count on. It must establish a bond with the re- informality. It is not likely, however, that this
cipient before it can proceed to "sell" him. trend will ever reach the degree of informality
This aim is usually accomplished by means of personal correspondence — just as the busi-
of some attention-catching opening to in- ness suit, which has departed so far from the
duce the recipient to examine the letter and striped trousers and frock coat of men's former
business wear, will never reach the ease of In business your letter must suggest, by its
lounge dress at home. very appearance, that you are competent, alert,
You would not think of appearing unshaven neat, accurate — in every respect first-rate in
and in crumpled clothes in your office. Simi- your field. Obviously no letter will give that
larly, in your you want to have

letters a crisp impression if it is on inferior paper, poorly
and tidy appearance. And you want no errors. spaced, typed from a dirty or faded ribbon, full
Inexactness cannot be tolerated because what- of erasures and glaring errors, or confused and
ever suggests sloppiness, ignorance, or ineffi- illogical in its structure.
ciency forfeits the most important thing in We shall therefore begin with rules and sug-
business —confidence your ability to deliver
in gestions governing the appearance and con-
a sound product or render an efficient service. struction of the letter.
« e l
Public Ocrvico Electric and Gai Company
June 13, 19
tiadatt ag
Mrs. Richard A. Blank

198 Blank Road
Anytovn, New Jersey
*<v
Dear Mrs. Blank
1
Thank you verylnuch for your letter of- Moreh - Oo

and *ha cheok fe i»- < 6i30 . Qfe'rg) eorry *taa* yovA have not
i
received an explanation about your January bilr, Mrs. Blank.

{ax** Your service/ weyeêstabllshedjon January 2.
The first bill for $2.18 covered a pe rl ed -of ten days.
Ow - Billi ng- De partaont- h e uld ha» e e re e ee d e ut tfhe printed

December 10 date on the bill and Irtcod in the pr o per dato -*- -
«* January g. Qfe apologize^ for the oversight.

The charge was computed correctly on the basis
ten days, as shovn on our statement,
,,
v Please let ©know if you have any further

gJcôC /v *^Le
r questions, Mrs. Blank.
Very truly yours.
ivAM< JlMJUs cfcoA^*^ ft**2** â\

AJfivvtt **«Act. o^*W Y rv*- <wv<«t(
t*v*JU/v»» {*/vC»4. (
/wK^tf^ accwi««*u
Fig. 1. If studied carefully, this revised letter can provide essential instruction in the strategies of busi-
ness letter writing. Pay close attention to each revision, as in each case an important point is illus-
trated.
In general, it may be pointed out here, the letter's author has sought consistently to achieve specific
qualities which make for excellence not only in business letter writing, but in all writing. The quali-
ties are: directness, natural informality; and the avoidance
simplicity, clarity, economy, succinctness,
of ambiguity and unnecessary words. Notice that he seeks to establish a warm personal relationship
with the client, while at the same time maintaining personal dignity and the dignity and unity of the
firm.
CHAPTER TWO
APPEARANCE AND STRUCTURE OF THE BUSINESS LETTER
In your letters, just as in your clothes, a good sheet will look better than the same message
appearance is vital to making a favorable first lost on a full-size sheet.
impression. And the first is usually the lasting Sometimes the so-called "Baronial" size,
impression. Therefore it pays to take pains with 10/4 by 7 14 inches, is used. But this is generally
the looks of your business letters. Use good reserved for correspondence by executives,
paper; see that the typing is neat, well spaced with their names and titles engraved and em-
and free from erasures; and let no error slip bossed on the letterheads.
through that you can possibly catch.
COLOR
PAPER
White will probably remain the favored
Use good stationery. A secretary, sorting color of business letters. But the trend to other
her employer's mail, may put your letter into colors, especially in sales correspondence, has
the heap for "second" instead of "first reading" been increasing. It has been found that the
if it is on recognizably cheap paper. Why run bright colors, such as yellow and red, are "at-
that risk? tention getters." These are being used increas-
Showy, expensive stationery should also be ingly for just that purpose. Color may also be
avoided. Certainly the reader may take notice used for associative value. An air travel com-
of parchment textures, deckle edges, and other pany may select sky blue for its stationery; a
ostentation; but it may not be with the reac- vacation resort, green.
tions you desire. Such paper may arouse suspi-
cion or contempt. A paper stock suitable for THE LETTERHEAD
diplomatic correspondence, ceremonial invita-
Your letterhead has two purposes. Because
tions, or graduation certificates is obviously
it is your identification, you want it to be at-
out of place in business correspondence.
and impressive. And because it supplies
tractive
Moreover, the most expensive paper is not
the reader with essential information about
always the best for correspondence. It may take
ink poorly and prevent even and legible typing.
—
your company name, address, telephone
number, etc., you want it to be clear and read-
able.
SIZES
Fussy lettering and fancy symbols, mis-
Use standard 8 /4 by 11 inch sheets for takenly intended to impress the reader, un-
longer letters and half sheets, 5 Viby 8 Vi inches, fortunately produce a different effect. Like
for shorter letters. A brief message on a half pretentiously expensive stationery they may
22
THE LETTER PICTURE
AVOID THIS
1 Oalcly Avenue
El moat, New York
June 24, 19
Box ci?3
Times
New York, H.Y.
Dear Sir:
For the past six years I have been fortunate
enough to work at an occupation I really enjoy -- sales
promotion. At college I prepared for the work I knew I
would devote my life to. Since then, I have helped, both
as a salesman and as a sales executive, to develop succ-
essful techniques of marketing plastics In the Onlted 3tate»
And In South America. I believe that I am now ready
to assume the responsibilities of complete sales promotional
management.
I have enclosed a personal data sheet outlining my qual-
ifications for the position you offer. If my qual-
ifications Interest you, I should be grateful If you would
ellow oe to come In and talk with you.
Very truly yours,
Warren Flnzer
1 Oakly Avenue
Elmont, New York
June 24, 19
Box CI S3
Times
New York, M. Y.
Dear Sir:
For the past six years I h»ve been fortunate enough

to work at an occupation I really enjoy -- sales promotion
At college I prepared for the work I knew I would devote
my life to. Since then, I have helped, both as a salesman
and as a sales executive, to develop successful techniques
of marketing plastics In the United States and In South
America. I believe that I am now ready to assume the
responsibilities of complete sales promotional management.
I have enclosed a personal data sheet outlining my

qualifications for the position you offer. If my qualtfl*
cations interest you, I should be grateful If you would
allow me to come In and talk with you.
Very truly yours,
Varren Flnzer
DO THIS
Fig. 2. In the example of the letter to "avoid" there are many glaring violations of good
form. The typist reveals very bad compositional sense: the margins are erratic and in-
adequate; the crowding of the letter into the upper half of the page distorts the propor-
hand margin is slovenly; the indented and modified block forms are ran-
tions; the left
domly combined, etc.
Notice that the model letter, on the other hand, is well composed and in every way
pleasing to the eye.
Fig. 3. Letterheads
evoke annoyance and ill will instead. In any margins, in the spacing of dateline, salutation,
case, if they serve to make a letterhead hard to and closing and in
lines, its paragraphing, it
read at first glance, they may be considered un- resembles a well-composed and well-framed
satisfactory. picture.
Below some letterheads showing attrac-
are To achieve this pleasing effect the typist does
tive lettering and symbols that are impressive not have to be an artist. She need only follow
and in good taste without sacrifice of clarity. her own orderly habits of care in her margins
(which should be larger in a brief letter), in
BOTTOM AND SIDE-MARGIN MESSAGES her paragraph spacing, and in her indentations.
Business stationery sometimes carries printed

INDENTATIONS
matter at the foot of the sheet or down the side-
margins. The foot-line (it is seldom longer When letters were hand-written, paragraph
than a line) is usually the motto or slogan of the
indentations were necessary for visual clarity.
firm or a special sales message. Such messages

The universal use of the typewriter has tended
may also be printed on the side margins, usually to make indentations encumbrances instead of
the left-hand margin. Most marginal matter,

conveniences. Many business letters, today,
however, consists of lists of officers, sponsors, dispense with them. It is becoming general
practice to use line space separations instead.
or branches of the organization.
This devise speeds up stenographic work and
ADDITIONAL SHEETS improves the appearance as well. But which-
ever practice is used, it should be employed
Whenever a letter is longer than one page,
uniformly throughout the letter.
the extra sheets should be of the same paper
Nevertheless, the change from indentations
stock but without the letterhead imprint. A to line spaces for paragraph in dictations and
continuation line carrying the name of the ad-
other purposes has not been complete. Today
dressee (the person to whom the letter is ad-
four forms are in use: The "full block" form;
dressed), the page number, and the date should
a kind of transitional form called "modified
be typed at the top of each additional page. See
block"; the old "full indentation" form; and a
that a minimum of three lines of text, besides
type used for special effects, called "hanging
the complimentary close and the signature, ap-
indentation."
pear on the final page of the letter. For the sake
of appearance it will be worth retyping the THE "FULL BLOCK" FORM
preceding page, if necessary, to make that pos-
The "full block" form is gaining in usage
sible. form
because of its simplicity. In the full block
FRAMING
everything under the letterhead — dateline, in-
side address, salutation, body of the letter, com-

Good typography requires proper place- plimentary close and signature — is aligned
ment of type on the page so that it sits in its along the left-hand margin.
margins like a well-framed picture. Since type-
writing is form of typography, accordingly
a
THE "MODIFIED BLOCK" FORM
it follows the same rules. The typewriting on a The "modified block" form is the style in
letter should be so arranged that, within its widest use. Here certain parts of the letter, such
ADDITIONAL SHEETS
Mr. John Jones — page 2 — January 14, 19
therefore feel that we eannot aecept the return of the

merchandise at thle late date. We like to cooperate
with all our aooounta....
Fig. 4. It was necessary, because of its length, to continue this letter

on an additional sheet. The additional sheet is headed by the addressee's
name, the page number, and the date. There is the requisite minimum
of three lines of text, in addition to complimentary close and signature.
THE °FULL BLOCK" PORM
February 28, 19
Mr. John Jones

1492 Columbus Avenue
Louisville 3, Kentucky
Dear Mr. Jones:
I was very pleased to receive your prompt response to my
city.
and I look forward to seeing you on your next trip to the
Sineerely yours,
Qeorge Sabrin
Fig. 5. In the "full block" form all the letter's contents are aligned on
the left hand margin.
THE MODIFIED BLOCK" FORM
Pebruary 28, 19
Mr. John Jones

1*92 Columbus Avenue
Louisville 3, Kentucky
Dear Mr. Jones:
I was very pleased to receive your prompt response to
and I look forward to seeing you on your next trip to

the olty.
Sincerely yours.
George Sabrln
Fig. 6. All the letter's contents, with the exception of the date, the
complimentary close, the signature, are aligned on the left hand margin.
This is still the most widely employed form.
FULL INDEMTATION
19 Elm Street
Oswego, New York
April 5, 12
Mr. Gilbert Kahn

67 Wren Road
Miami, Florida
My dear Mr. Eahn:

In undertaking the assignment you gave mo
when I was In your office last Thursday, I made it clear
nevertheless intend to do the best Job I can.

Sincerely yours.
Lucille Graham
Fig. 7. Tliis form is all but obsolete, and there seems little doubt that in
time it will cease entirely to be used.
—
as the date line, the complimentary close, and of the full block form of business letter, is in-
the signature, are aligned to the right to help creasingly to be noticed in the modified block
balance the rest of the letter, which has a left- letter as well. Periods are being omitted from
hand alignment. the end of the dateline and after ordinal num-
Some companies use the full block form for bers such as 43rd and 44th; and commas, from
short letters (where it makes a better appear- the ends of the inside address lines. It is now
ance) and the modified block form for longer also allowable to omit the colon from the salu-
letters. tation and the comma from the complimentary
close.Most letters, however, still retain these
FULL INDENTATION marks of punctuation.
Abbreviations of cities and states are being
As mentioned before, the fully indented let-
avoided. Such abbreviations as Mr. or initials
ter is a surviyal of the period when letters were
for first names are being retained and are fol-
hand-written. The typewriter has rendered
lowed bv periods.
this form obsolete. Today only a small pro-
The new, unpunctuated form, where all
portion of business correspondence is typed in
punctuation is omitted, is called "open punc-
the full indentation form.
tuation.'' The practice of using some punctua-
In the full indentation form not only para-
tion is termed "mixed punctuation." The old
graphs are indented but also the separate lines
form is called "closed punctuation." See the
in the inside address and other sequences of
examples below:
lines in salutations and complimentary closings.
Open Punctuation Closed Punctuation

HANGING INDENTATION Mr. Ferdinand L. Shorey Air. Ferdinand L. Shorev,
1 2 West 44 Street 1 2 West 44 Street.
"Hanging indentation'' is seldom seen in
New York. X. Y. 10036 New York. N. Y. 10036.
business correspondence other than sales-pro-
Dear Mr. Shorev Dear Mr. Shorev:
motion letters. There, it is used to focus atten-
Yours sincerely Yours sincerelv,
tion or attain a repetitive, "hammering-home"
effect.
Mixed Punctuation
Mr. Ferdinand L. Shorey
12 West 44 Street
PUNCTUATION AND ABBREVIATIONS
New York. N.Y. 10036
Along with the dropping of indentations
Dear Mr. Shorev:
there has been a tendency to do without unes- Yours sincerelv,
sential punctuation and to avoid abbreviations,

Even in the past the use in the salutation of
especially in the inside address where these
the semicolon or the colon and dash was incor-
would necessitate punctuation. This economy
Such practices today are grossly illiterate.
is for improvement of appearance lines with- — rect.
Do not use Dear Mr. Shorey; or Dear Mr.

out terminal punctuation marks look less fussv
Shorey
—and for speed and convenience. The typist,
:
freed of the bother of punctuating and figur-

ing out abbreviations, can turn out
ELEMENTS OF THE LETTER
more letters
a day. Business letters should have at least the fol-
A stark, attractive simplicity, characteristic lowing elements: the letterhead, dateline, in-
HANGING INDENTATION
Dear 3ir:
If you've been reading COSMOS for years, I hope you'll for-
give me for sending you a letter you don't need —
— But you'll understand vhy I Jumped at the chance

to vrlte a special letter to a list (on which your
name appears) of successful executives who have been

appointed to even more responsible posts.
For readers of COSMOS know that the busier a man Is the more
rewarding COSMOS can be.. And If you haven't yet discovered
the added advantage of reading COSMOS for every week's
news, then I hope you'll look into it now.
It's a quick, reliable short-cut to information you'll use a
dozen times a day. 'A readable, reliable report on the
Fig. 8. It is to be noted that this form is not appropriate for normal

business correspondence, but is widely used in the sales letter for the
apparent reason that it readily strikes the eye, arrests attention.
Wowswe*k
132 Wort 42nd Str»l, New York 36, NewTorit
RESERVED SEATS
USE ENCLOSED AS MAO. REPIY
Fig. 9. Window Envelope

side address, salutation, body, complimentary dressee is associated with a company, its name
close, two signatures (the name of the company may appear under his as the second line.
typed out and the written signature of the Examples: Mr. Thomas Smith
writer) and the dictator's and typist's initials,
, '24 West 98 Street
the former, usually in capitals and the latter in New York, N. Y. 10025
small letters. In addition, depending upon the Mr. Alan May
operating procedure of the writer's company, 16 Charing Cross
there may be a file number, an order number, London, N.W. (Zone No.)
England
or a subject line for the purpose of future
reference; an "attention" line where the letter Mr. Thomas Smith
is directed to a particular person or department;
West Side Riding Academy
24 West 98 Street
notice of an enclosure; and a postscript.
New York, N. Y. 10025
THE DATELINE THE SALUTATION

Usually the dateline is typed at the right. In Present-day usage for the normal salutation
full block letters it may be typed flush with the is word Dear and the title and name of the
the
left margin. Sometimes it is centered under the addressee: as Dear Mr. Doe or Dear Mr. Roe.
letterhead. In personal friendships between businessmen
The customary sequence is month, day and it is permissible for them to use first names or
year: as April 5, 1954. Some logical persons nicknames in salutations: as Dear John or
have been advocating a usage, now standard in Dear Hank. In formal address the expression,
Great Britain and in our armed forces, of a pro- My dear Mr. Doe, is often used.
gressive time-interval sequence —the shortest may
Sales letters addressed to regular patrons
interval, the day, first, followed by the month, use terms like Dear Customer, Dear Madam,
and then the year: as 5 April 1954. Although Dear Subscriber, etc. In mass mailings any
not common, this form is acceptable. general terms such as Dear Sir, Dear Madam,
Dear Friend, Dear Fellow Citizen, Dear
THE INSIDE ADDRESS Reader or any other salutation considered ap-
propriate may be used —or none at all.
Inside addresses are included in business let- Whenever open punctuation is used, the
ters for several practical purposes. The inside colon may be omitted after the salutation. But,
address serves as a ready identification since as we have mentioned before, it is more cus-
envelopes are usually thrown away; it helps in tomary to retain it. The colon-dash and the
filing correspondence; and it can be used with semicolon, however, are never correct.
window envelopes. It is also useful to the post There are special forms of address for per-
office when checking misdirected letters or let- sons of high rank in government, the armed
ters with no return address on the envelope. forces, the church, and the professions. These
The inside address usually consists of three will be found in Appendix D.
lines: the name of the person or the firm, the
street address, and the line carrying city, state,
BODY
and zip code. In foreign mail a fourth line The body of the letter is, of course, its most
carries the name of the country. If the ad- important part. In appearance it should be
—
clearly typed, neatly spaced, and uniform in THE COMPLIMENTARY CLOSE

typographical construction.
Long paragraphs should be you open your letter with a word of
Just as
avoided. The
paragraphs should not be so short, however, as you close it with a cordial
friendly greeting, so
to give any impression of talking down to the

—
expression what is called the complimentary
close. Some people propose dispensing with
addressee. But in sales letters short paragraphs
both, and recommend plunging into the letter
are almost always the rule, in order to sustain
without salutation and closing abruptly with
interest.
the signature. But the convention is so firmly
Underlining to indicate italics or to give
entrenched as to render it unlikely that this
emphasis is being displaced by capitalizing.
suggested procedure will take hold.
Capitals are regarded as more readable, more The customary forms are "Yours truly,"
emphatic, and more pleasing in appearance.
"Yours sincerely," or "Yours very truly"
Moreover, capitalizing makes for easier and where the relationship is formal. The terms
more rapid typing. Titles of books and names "Yours sincerely," "Sincerely yours," "Faith-
of periodicals, however, should continue to be fully yours," and "Cordially yours" express
underlined or placed in quotation marks. rising degrees of intimacy. "Respectfully
The contents of the body will be dealt with yours" has gone out of fashion and is now gen-
at greater length in the separate sections dis- erally restricted to correspondence with digni-
cussing the different types of business letters. taries or official superiors in formal situations.
Here we may generalize as follows:
The opening paragraph should be short and,
unless there is a compelling negative reason,
THE SIGNATURE
it
should immediately introduce the subject of It is considered a discourtesy not to sign a

the letter or connect it with a previous develop- letter personally. If this becomes an impossibil-
ment in the correspondence. The middle para- ityand a rubber stamp has to be used, it should
graphs should do the main job of the letter be inked and imprinted in such a way as to re-
expand on the subject in such a way as to per-
semble the true signature as closely as possible.
suade the addressee to act upon If the writer's secretary signs for him, she
it in the manner
should put her initials under the signature to
you desire. Let it convince him that it will be
make that fact clear.
proper for or advantageous to him to conclude
New attitudes regarding the position of
the purchase or the agreement, or to make the
women do not seem to have penetrated into
postponement, the payment, or the adjustment
business correspondence, at least as regards
you are seeking.
their marital status. That has to be indicated in
The closing paragraph should summarize the signature. A married woman who wishes to
your message and make clear the action you use her maiden name in business should add her
desire. Avoid wavering words like hoping, married name (Mrs. ) in paren-
wishing, trusting, etc. Be positive. Say some- theses. A widow retains her married name un-
thing like "We feel certain that you will agree less she takes legal steps to resume her maiden
that this is the most satisfactory solution." name. A

divorcee retains her former husband's
Avoid dangling participial endings, such as surname but may not use his initials or his first
"Hoping we hear from you." name.
Where the company name is included in the inside address and the salutation, and may be
signature, it is typed one or two lines below the placed either at the left, as in the example be-
complimentary close. Four spaces should be low, or in the center of the line.
left for the writer's signature, and his name and

company position should follow:
The John Jones Company
710 West 10 Street
Yours sincerely,
New York, N. Y. 10011
Attention Mr. Thomas Smith, Sales Manager
Gentlemen:
THE JOHN JONES COMPANY
Sales Manager Note that where the attention line is used, the
salutation isGentlemen, not Dear Mr. Smith.
To make sure that the signature is not mis-
read, the name is often typed above or below it. ENCLOSURE LINE
Yours sincerely, The enclosure line in the letter is not for the
THE JOHN JONES COMPANY addressee, who will be informed about the en-
closure in the text of the letter. It is for the
jAentaj QtKcHL mailing clerk or the stenographer herself as a

reminder to include the enclosure in the mail-
Thomas Smith
ing. It should therefore be in an inconspicuous
Sales Manager
position. It is usually tvped under the stenog-
rapher's initials, as an abbreviation: Encl.
SPECIAL PARTS OF THE BUSINESS
LETTER: FILE NUMBERS
POSTSCRB^TS
In addition to the standard parts of the letter Postscripts in business letters differ from
special requirements may call for additional those in personal letters, which are after-
lines or items. On traffic or mail order corres- thoughts set down after the letters have been
pondence file or other reference numbers may finished. In business correspondence, post-
appear, usually at the left of the dateline or scripts have a definite, planned function. They
under it.
may emphasize made elsewhere in the
a point
letter, or they may make a special offer. They
ATTENTION LINE are more customary in sales letters than in other
When a letter is addressed to an individual business correspondence, and are designed to
in a firm but not intended for him exclu-
is draw special attention. Examples will be found
sively, or if it is intended to be routed to a cer- in the section on sales letters.
tain department, a line is added to that effect.

Letters are often addressed to the attention of ENVELOPES
an individual instead of to him directly so that, As much care should be observed with the
if he should be away, the letter will not be held envelope as with the letter itself. It is the first
up but will be acted upon by the person tem- part of the letter to be seen, and, as we have al-
porarily taking his place. ready observed, the first impression is impor-
The attention line is usually put between the tant. It should, of course, be of the same paper
'
UJ
CO
O
—i
o
>-
<
UJ UJ
UJ
z cc
z>
°(75
3
I-
UJ <
Z -3
Q O g
o <o
T3
1 *
*> \ o t
id
£
ON ^
P J
«H
/
/ /
1
"-<
J
-/^ \^
E
*;
V §
M
>>
•""<
1
/ 4)
sf A
« 1
3 31 i
*s / X V
*Q
•<
C\ \ J->
£\V.y\ 4>
4)
M
t-i
4> «4 1 m >> o 03
£ ~ * o
O I \
V
-C
4J
rH \ Q C
5 ro g ? i •
u 4) 1 o *» |
^> J w cj
>> 3 1^ |S 01 XI
o 1 >>
^Lr^ V»
^ 7
c
-c^
<U
5»"
9 3 4> ( 1
/
rH 4> \ N o <a
2 •-a X, U 1
/ & > \ ) ~>v>
>i ' 41
£ ^ 1 f,
bS
5 >v^ Sv*
o»%^ * s 3 /
o \
^-^ •w
•P
»5 y « >, \ a
*^ 2
>•
•
E
CJ o ••
60 \ O
* c c c U
4 u M o
)
ft
\
t* u
a
* JJ •H
* «
c )
i 4> 4>OJ 4> § c

u
>
U,
O
SO
CvO
*> X
( 4)
44
Ed 43 V 1
J < P 4> O < / <*
rt
M CO >v£> c V O
ffl
oa < o \ \ 4) •
D •<
&o 1 f«T>
0.
t
c
O «
•
r-1
» 1
\ a 4)
4) O. 4)
a M pa mm
M p i
I
< <8 O CJ
•H •• o / O T3
C J= c c i rH
O O > 01
1
/ -H
fc,
a 3
H
»£ Oa E
•rt 4) | / 0) m
4> 3 1 JT O •-I r-l
«-< <0 rH m 4-> O
oo o
O -H
•P
4>
4>
a
c ac x gfl
Jt
,st
4"HO
4)
O \
i
aa
o w
<->C\J
CJ
-3
O
H
a CO z >-
CO
25 UJ o a
x or o <
DC a CO a
UJ a I- UJ
< —I O
UJ < z
UJ
g CO
a:
CO UJ
z u.
UJ
cc
stock as the letter. The address should be typed Crease the fold down firmly. Then fold the
in such a way as to be in pleasing balance with top third down over the bottom fold and crease
the imprint on the top left-hand corner, if there firmly again. Then slip the folded letter into
is such an imprint; or it should be well framed the envelope

on the front of the envelope if the return ad- For the number 6 % envelope, fold the letter
dress is imprinted on the flap in back. from the bottom to about a quarter of an inch
The two standard envelope sizes are the from the top. See that the sides are even when
number 6% and the number 10. The latter is creasing. Now fold from the sides, first from
also called the "official size" envelope. It is long right to left about a third of the way and then
enough to hold the full standard letterhead from left to right, creasing firmly after each of
width of 8'/4 inches. The number 6% size the two folds. Then enclose the letter with the
averages that number of inches in width. En- last fold toward you. This will insure that
velopes used for Baronial size stationery aver- when it is received the letter can be removed
age 7 Vi inches in width, enough to permit en- with the open end on top.
closure folded the full width of the sheet. Checks, receipts, or other small enclosures
should be placed inside the folds. If placed out-
WINDOW ENVELOPES side the folds, in the envelope, such vital items
may be torn or cut when the envelope is
Window envelopes are increasingly being opened; or they may be overlooked by the re-
used, in large mailings, as a way of saving a time- cipient and thrown away with the discarded
taking typing operation —the addressing of the envelope.
envelope. In window envelopes a space cut out Letters mailed in window envelopes must be
of the front of the envelope is generally folded in a special way, as noted in the para-
covered by a tough, transparent paper. The let- graph on window envelopes.
ter is folded and enclosed in the window enve-
lope in such a way that the inside address can be THE OUTSIDE ADDRESS
seen under the transparency. Folding the letter
directly below the salutation, with the writing Each year, according to post office records,
facing you, will expose the address at the some thirty million pieces of mail end up in the
proper point for use with window envelopes. dead letter office. The chief reason is careless
addressing.
The customary address form consists of four
FOLDING THE LETTER AND
lines: the name and title of the addressee, street
INSERTING ENCLOSURES
address or post office box number, city, state,
Part of the appearance of the letter depends, and zip code. On all foreign mail the name
of course, on the way it is folded and placed in of the country will, of course, replace the
the envelope. Here the convenience of the ad- state, or be added as a fifth line.
dressee also receives consideration. The letter Additional lines may be required for a prov-
should be folded so that he can open it with ince or department name in a foreign address,
ease and read it with comfort. an apartment number, a company name in ad-
For the number 10 or the long "official size" dition to the name of the individual addressee,
envelope, the letter should be folded from the an attention line if the letter is to be routed to a
bottom to a little over a third of the page. department of the company or to an individual
FOLPING THE LETTER
0. 872X11" LETTER IN SMALL COMMERCIAL ENVELOPE
b. 8*/z XII" LETTER IN LONG COMMERCIAL ENVELOPE
C. THE FOUR PAGE LEAFLET
Fig. 11.
in a department, or the specification, Personal the envelope. This practice will be an addi-
or Confidential, where the letter is intended tional precaution against the letter's ending up
for private reading by the addressee. in the dead letter office.
Except where they are part of the address,
TITLES OF RESPECT
such additional lines are typed in the lower left-
hand corners of the envelopes. It is customary to include certain titles of
No customary position has been settled upon respect in the address. This courtesy extends to
for postal directions like Air Mail or c/o S.S. physicians after whose name M.D. usually ap-
America. These may be written, rubber- pears, and to engineers (C.E., M.E., or E.E.).
stamped, or typed anywhere on the envelope, These abbreviations are professional as well as
usually above the address. They should be con- academic designations. Purely scholastic titles
spicuous, but they should not obscure the ad- like M.A. or non-professional titles like B.S. or
dress. Ph.B., etc., are omitted. In formal correspond-
For readability and appearance the follow- ence, however, higher degrees like D.D.,
ing positions have been found most satisfac- LL.D., Ph.D., etc., may be used in the address.
tory. In all cases start the address slightly below NUMBERS AND ABBREVIATIONS AND
the vertical center of the envelope. On a num- THEIR PUNCTUATION
ber 6 % envelope start slightly to the left of the
horizontal center when using the block style.
It is the preferred usage to write out a num-
When using the indented stvle on this size of
bered street or avenue —for example, 500 Fifth
envelope start about one third the width of the
Avenue or 223 East Thirty-third Street.
envelope from the left.
Where the number is above ninety-nine, it
usually appears as a number: 2204 220th
On the larger number 10 envelope start
slightly to the right of the horizontal center
Street. Do not abbreviate the name of the city,
and avoid abbreviating the name of the state.
when using the block stvle. When using the in-
dented
The tendency is away from such abbreviations.
style, start slightly to the left of the
Ordinal number-ending abbreviations like th
horizontal center.
and rd are not, today, followed by the period.
Addresses of unusual size or envelopes with
Use 33rd and 34th, not 33rd. and 34th.
the return address on the flap in back may call
for variations of these positions.
ZIP CODES
On July 1, 1963, a new system of mail sort-
Professor Michael T. Kellogg
ing and distribution called zip code was in-
Bernard M. Baruch School of Business and
itiated by the Post Office Department. The zip
Civic Administration
Lexington Avenue and Twenty-third Street code is a 5 -digit number designed to cut down
New York, N. Y. 10010 the steps required to move mail from the
sender to the addressee, thereby holding down
postal costs. The first three digits of the code
THE RETURN ADDRESS
identify sectional centers, which are main
It is more convenient as well as more cus- points of air, highway, and rail transportation,
tomary for the return address to appear on the and the last two digits identify the post office
front of the envelope than on the back flap. In or delivery station. In cities that previously
any case make sure it appears somewhere on had local postal zones, the first three digits of
the zip code identify the city and the last two the zip code, and no characters of any kind
digits(which are generally the same as the should follow the zip code:
former zone number) designate the branch
post office or substation. Mr. Harold Jones
The first numeral of the zip code, to 9, 3025 Theresa Street
one of ten national service areas. The
identifies Arlington, Va. 22207
second and third digits indicate the service
area subdivision and the post office, and the
SOME FINAL REMARKS
last two digits identify the station from which
the mail is delivered. Some individualistic correspondents omit the
While the use of zip codes is optional but salutation and the complimentary close. They
strongly recommended for first-class mail, it may be anticipating future usage but they are
ismandatory for second-class and third-class violating present conventions. The practice
bulk mailers, who must also presort and bundle will attract attention, certainly if that is what
their mail in accordance with detailed instruc- is desired. But the accompanying responses
tions that appear in the Postal Manual. Large- may not be desirable.
volume mailers should familiarize themselves It is advisable you personally look
that
with the regulations regarding zip codes by over all the letters sent from your office. If that
consulting the Postal Manual or their local post cannot be done by you, make sure that some
office, since failure to conform to the zip other responsible person examines them care-
coding requirements can result in refusal of fully.
the post office to handle improperly zip-coded It is also advisable, periodically, to make a
mail at the lower bulk rates. critical reappraisal of the appearance of your
Placement. The zip code should appear on letters. Perhaps you should change your style
the last line of both the address and return ad- of correspondence. Even if you find nothing
dress following the city and state. There that, in your opinion, needs improving, it will
should be not less than two nor more than six be a pleasant reassurance to ascertain that such
spaces between the last letter of the state and is really the case.
CHAPTER THREE
THE SALES LETTER
The concern of all business is to sell goods volume be increased? B's orders show a slight
or services. Consequently all business letters decline over last year's; does that mean a de-
are, directly or indirectly, sales letters. cline in his business? Or is he sampling the
Your best collection letter, for example, is wares of a competitor? Whatever his conclu-
one that does more than induce a delinquent sion, the alert businessman sends off the appro-
customer to pay up. It is the one that leaves him priate letter.
convinced, after the payment, that he has been
dealing with a fair and considerate house with IN AN EFFORT TO INCREASE
which he is glad to continue doing business. SALES
Sales letters, as such, are distinguished from
Dear Mr. Martin:
other business letters by the fact that their sales
objective is not indirect but direct and, more or I have been very pleased to note the steady
increase in the frequency and size of your orders
less, immediate. The qualifying phrase, "more
since we started doing business together. It is
or less," is used because some varieties of sales
gratifying to know that our product is being
letters are not intended to make an immediate well received in your area and that you are mak-
sale but rather to lead gradually to sales. And ing money with it.
others are intended to pave the way for sales My reason for writing is twofold—to thank
by other means. you for your patronage and to offer our co-
operation in any way that will build your sales
Certain sales letters, for example, may be
of our product even further. Under separate
written to help a salesman make the sale. Others
cover I am sending you some advertising aids
may be written to bring customers for your
that can be used in window and counter dis-
products to one of your dealers. plays; mats for newspaper ads; and suggested
The most common and largest variety of spot announcements for your local radio sta-
sales letter is used in direct mail selling. Devices tion. Frank Moss, our representative in your
employed territory, will drop in on you next Thursday to

in that type of sales letter are pre-
help you set up these displays and to offer his
sented in a later section; here we shall deal with
assistance in every way If there is anything
the more general aspects of sales letters, and
special you may need, don't hesitate to get in
take up types of sales correspondence that are touch with me.
part of regular business operations. I look forward to the continuance of our
pleasant and, I hope, mutually profitable rela-
YOUR SATISFIED CUSTOMERS tionship. With all good wishes, I am,
No selling job is ever over. The alert busi- Sincerely yours,
messman keeps analyzing his accounts. Can A's Robert Johns

38
IN AN EFFORT TO RETAIN Style 637, with which you have done so well. I
GOOD WILL plan to bring out the number at two dollars less
than you have been paying, and I know it will
Dear Mr. Burke:
fit in well with your January sale.
Somewhere or other we read: "There are
I can get a limited number of garments out
many good excuses for losing an order—but no
of the lot, so I'd like to know how many you
excuse whatever for losing good will!"
can use before I offer it to anyone else. We'll
That's why we're writing you—not to ask
be able to ship within ten days.
why you preferred to place your recent order All good wishes.
with somebody but to make sure it wasn't
else,
because of something which has lost us your Sincerely yours,
good will as well. Phil Nelson
If it was the latter, we'd be most grateful if
Dear Mr. Forman:
you'd write us about it
But regardless, we sincerely hope your new When you were in the city several weeks
equipment gives you the kind of performance ago, you mentioned the difficulties you were
you expect of it— and that you won't hesitate having in getting fast deliveries of merchandise
to make use of our nationwide service facilities shipped to you by us and by other manufac-
should the need arise. turers. I think I've come across something that
Next time, perhaps, it will be our good for- can help you.
tune to take care of your requirements. I have just had a conversation with Jack Bell
of Vanguard Trucking, 247 Terhune Place,
Sincerely, Jersey City, N.J., who runs a fleet of trucks
William H. Wolcott through your territory. He told me that if you
can work out an arrangement with a few other
The alert businessman never feels smug merchants near you to consolidate shipments, he
about his customers. He does not leave
satisfied will be glad to set aside one of his trucks to serve
the initiative to them, content merely to take your group. If the amount of freight warrants
orders. He bears in mind those two business it, he can provide daily overnight deliveries,
and is confident he can cut your present trans-
adages: "It costs less to keep a customer than
portation costs by forty per cent. I think it's
to get one," and "Your customer is your com- worth looking into, and I suggest you get in
petitor's prospect." touch with Mr. Bell for more particulars.
If he starts a new line, if he makes an im- Sincerely yours,
provement in one of his staples, if he has a plan Robert Glass
for reducing the price to a customer by quan-
tity shipping of combined orders, the alert
FREQUENT COMMUNICATION
businessman lets his satisfied customer know
about it. He does not wait for the word to get Keep the contacts with your customers
around; he sees to it that it gets around. Keep- unbroken and, so far as you can, make the con-
ing the satisfied customers posted is a good way tacts personal. Some communica-
firms regard
of keeping them satisfied. tion with their customers, once a month, a min-
imum requirement for good customer relations.
Dear Larry:
They do not limit the correspondence to in-
I hope this finds you well and your business
voices and routine acknowledgments of orders
booming. I think I have something that you
and payments. To the routine mail they add in-
ought to be able to go to town on.
I've just picked up a special lot of piece goods teresting enclosures. And they take advantage
off-price that I'm going to cut tomorrow in of every suitable occasion to extend the con-
tact. They avoid formalities and try to set up a way. Offer an adjustment, if it is called for, or
personal relationship. For signatures they do some special inducement to bring him back into
not use only the firm name but rather the name the fold.
of an officer of the firm, the head of a depart- The alert businessman keeps a regular check
ment, or a salesman. on his customers' buying. When one has
Some concerns go about unobtrusively get- stopped or tapered off, he does everything he
ting personal items about their customers and can to find out why.
keep the data current. Birthdays are remem- The point is, of course, to regain the busi-
bered. If a buyer gets married or has an addition But an important, addi-
ness as soon as possible.
to the family, the event is observed. tional reason is to discover whether the lost
Many service firms such as laundries and business signifies some weakness in the organi-
cleaning establishments find it profitable to zation.
send their customers and prospective custom-
ers blotters bearing calendars and reminders of SPECIAL CUSTOMERS
seasonal cleaning needs. In every business there are customers who
Department stores keep in touch with their rate or demand special attention. Some should
charge-customers by sending them advance get it merely because the large volume of their
notices of sales, seasonal announcements, and business calls for every possible special and
letters about special services. Whatever your even personal consideration. Special and per-
business is, there are sure to be occasions for sonal letters, if feasible, will be in order.
getting in touch with your customers other Others may have special needs. For example,
than through routine notices and acknowledg- dealers located in hot, moist regions may re-
ments. quire special packaging or other measures to
YOUR EX-CUSTOMERS keep the wares they receive in good condition.

Some customers die and some go bankrupt. Letters dealing with such special needs are in
Others move too far away or get into some order.
other situation that makes further business with may be merely fussy or eccentric.
Others
them unprofitable. So a certain calculable These may be hard to do business with and re-
amount of lost business must be anticipated. quire special sales correspondence. If you de-
But there are other lost customers who must cide that the volume of their business justifies
not be given up without prolonged and per- it, carry on that additional correspondence
sistent effort. These are the customers who with good grace.
have been won away by your competitors or
have been driven away by the rudeness or in-
LETTERS TO HELP YOUR SALESMEN
efficiency of someone in your organization. The salesman may be assisted, through let-
Where the customer has been lost to a com- ters, intwo general ways. One type of letter
petitor, your letter starts a job of reselling. prepares the ground for him introduces him, —
Write about new lines or about improvements. mentions the new line he will demonstrate,
Make some attractive offer. some special offer he will explain in detail, etc.
Where the customer has been lost through Such help to a salesman may be needed for
rudeness or inefficiency, ask him for the whole several reasons. One is the lingering effect of
story. Express regret in a dignified and manly the fictional presentation of the salesman as an
Doar Mr. Watson:
I have Just heard with chagrin from a mutual friend of

ours that you feel you haven't been getting the same atten-
tion here that -you received when we were a' smaller firm. I
was wondering why I hadn't seen you in our showroom lately,
I am very sorry if anyone in our organization has been
remiss or negligent in taking care of you the way you deserve
to be looked after as an old and loyal customer through the
years. I offer my personal apology, and I hope you will give
us another chance.
I shall appreciate your coming in to see me personally
the next opportunity you have to drop in on us, and I shall
see to it that you are taken care of to your complete satis-
faction. We have had a very pleasant relationship for a num-

ber of years, and I would feel hurt — more for personal than
business reasons — if through some fault of ours that rela-
tionship was marred in any way.
Sincerely yours,
David Redmond
Fig. 12. This letter is written in what is obviously a difficult and delicate
situation, requiring graciousness, tact,diplomacy. Ruffled feelings must be
smoothed, and a disgruntled customer won back. The kind of letter to be
written must be appropriate to the sort of relationship which exists between
the involved parties, and the special requirements of the particular case.
Dear Miss Fllene:
Thank you for your order of January 13. I have Issued
instructions to our shipping department to fill it exactly
the vay you vrote it — without a single substitution in
size or color. I have also told thea to get in touch with
you before shipping, if for any reason they can't fill the
order as written.
I aa sure you vill hare no sore trouble with our ship*

jr.ents, and I shall appreciate your getting in touch with me
personally if we can be of service in any way.
Very truly yours,
Ben Sloan
Fig. 13. This letter serves the valuable purpose of assuring the customer
that her order is receiving the very special and personal attention of a
responsible person— who is not content merely to place the order, but who
has taken pains to arrange for its smooth execution.
Dear Mr. Sanborn:
As you know, John Williams, who traveled your territory
for us, 'is no longer with us. We have been fortunate in add-
ing a new man, George Alexander, who I am sure will be able
to look after you the way John did.
During the training period George spent with us here, he
impressed me as a sincere, conscientious, straight-shooting
fellow. He Just came out of the service, but he has had con-
siderable experience in our Industry, so he is familiar with
your needs and with our operation.
George will call on you during the week of February 14
with our new line, which looks stronger than ever. We've
added a few novelty numbers that I am sure you can do well
with, and I look forward to an even bigger volume with you
in the future than we have enjoyed in the past. With all
good wishes and regards, I am.
Sincerely yours,
Sid Prank
Fig. 14. This letter introduces to the customer a new salesman, who is in
the sometimes uncomfortable position of replacing a man whose service to
the customer has been entirely satisfactory. The dual purpose is thereby
served of at once reassuring the customer that he need in no way fear a
deterioration of service, and assuring the new salesman of the firm's solid
support in his new venture.
>
Dear Mr. Graves
Thank you for your reorder of our Style 986. I am going
to look after It personally and have It sent out right away.
When X visited you last month on my round through your
territory, I knew the strength of this number and I am happy
my recommendation worked out veil for you. We've Just added
two more styles that I have equal confidence in; one account
where we tried them out sold them out In three days. I am
enclosing pictures of them, and If you'd like me to send you
some, Just let me know and I shall be glad to see that you
get a prompt delivery.
X expect to leave for my next trip In about three weeks
and look forward to seeing you around the first of the month.
In the meantime, If there Is anything Z can do for you here,
please don't hesitate to write.
Sincerely yours,
Clarence Keli.
Fig. 15. This letter serves several purposes, chiefly that of sustaining and
strengthening salesman-customer relations in the period between visits. At
the same time that it assures the customer of the salesman's personal at-
tention to his needs, it also exploits the opportunity provided by the letter
to advance suggestions for new sales.
intrusive, high-pressure man with his toes the customer and ask whether he is satisfied and
wedged in the door sill, launched on a non-stop whether he has any suggestions or comments to
spiel. Even dealers who have good relations make. This kind of inquiry should be the first
with salesmen and have found them helpful step in the continuous keeping-your-customer-
may think of those they know as exceptions and soldcampaign that was mentioned earlier.
look for the obnoxious type in a new man. A Such letters may evoke testimonials that will
letter can help the new man by presenting him prove valuable in your promotion. And the let-
in a friendly light, stressing the useful service ters will probably have the additional value of
he is to perform —the demonstration he will providing a running check on your business
make or the plan he will explain, etc. methods by revealing from time to time the
In such however, take care not to tell
letters, need for changes.
the customer too much. Remember that the Build up a testimonial filefrom the favorable
purpose is to introduce the salesman, not to sub- letters your inquiries bring you. You can draw
stitute for his call. The letter should stimulate upon such a file when approaching prospects
the customer's curiosity and leave it to the sales- in the same area or in the same general line as
man to satisfy it. Similar letters can serve to the writers of the testimonials. The signer of
bring customers to your show rooms, to ex- the testimonial can say more for you than al-
hibition booths, to dealers handling your prod- most anything you can say for yourself.
ucts or services.
Dear Mr. Seaman:
Letters sent between sales calls can strength-
It is now eight months since we first started
en the salesman-customer relationship. The sea- doing business together, and I note with satis-
sonal nature of certain kinds of merchandise faction that the volume each month has been
or the fact that salesmen will make only a few increasing nicely. At first, we were skeptical
trips a year in the ordinary course, gives rise to about the possibility of developing sales in your
considerable correspondence about reorders,

territory, because our product has been sold
mainly in colder sections of the country. Your
substitutions, cancellations, returns, com-
experience, therefore, has been gratifying.
plaints, and the acknowledgments and adjust- My purpose in writing is to find out whether
ments these call for. As much of this corres- you have any thoughts about how we can in-
pondence as is practical should go out under crease our volume to mutual advantage even
the salesman's signature. further. As you can see, we're trying to work
In addition frequently advisable to send with you the best way we know how, and we'd
it is
appreciate hearing from you with any com-
out, alsounder the salesman's signature, letters
ments you may wish to make about our service
advising the customer of new developments,
and product. We like to receive brickbats as
new lines, new policies, etc. Even in business well as pats on the back. We can correct our
the strongest bonds are personal, and a good faults—to the advantage of all concerned—only
salesman-customer relationship means a good when they're pointed out.
relationship with the customer for the firm. Sincerely yours,

John Thomas
TESTIMONIALS
THE INQUIRY LETTER
When enough time has elapsed for a new ac-
count to have tested your products and your Answers to major part of
inquiries are a
business procedures, it is a good plan to write to business correspondence, and can be the most
important type of sales letter. Those that are men have found it profitable to tak 5 advantage
part of a direct-mail sales campaign will be of the full permissible weight by adding enclo-
dealt with in the next section. Here we touch sures that reinforce the sales punch.
upon the type of inquiry that originates in The enclosures can be particularly useful in
other ways. supplying details which, if put into the body of
Someone in the market for your sort of the letter, might blunt its impact. If the pros-
goods or services has looked up your firm in a pect had to pause, while reading the letter, to
trade directory; or has had it recommended to take in details of measurement, construction,
him by one of your customers with whom he is delivery schedules, etc., his interest would be
acquainted; or has heard of you in some other too diffused for him to react as you would like
way. He writes to you for information. His in- him to.
quiry to you may be the only one he is making. Your letter should do two things. It should
But the chances are that he is simultaneously put the prospect into the buying mood and
asking for similar information from your com- whet his interest so that he will want to look up
petitors.
the details. These can be furnished in an effec-
It is wise to assume that that is the case, and
tive enclosure.
that your answer must stand the test of compe-
However, avoid accompanying
a clutter of
tition. Do your best to make your reply a sales
"literature." Some mailers believe in the more-
letter that wins the inquirer's business.
the-better principle. But experience has shown
Promptness is of the first importance. Your
that beyond a certain point more can become
prospect will be quite as much sold by evidence
too much. Then, no matter how colorful and
of your alertness and efficiency as by what you
clever the enclosures are, they begin to clash
may say.
with one another. They distract attention from
Directness is also important. Give specific
the letter. They even become a nuisance to the
answers to the questions. If the questions are
vague, don't follow that bad example; be spe-
recipient — and the letter may lose its effective-
ness.
cific about what you have to sell and thus you
Moreover, the enclosures should not over-
will probably answer effectively the questions
your prospect has not been able to express.
shadow the letter. The letter itself should be at-
Being specific does not mean being detailed. tractive to look at, but above all its copy should
Leave the details to the catalogue or the other be so carefully, sensibly, and effectively pre-
enclosures you send. A good sales letter is or- pared that it produces the results desired.
ganized to have a certain impact. It cannot have It is generally advisable, when dealing with
that impact if it interrupts itself to go into a small enclosure, to fold it into the letter so
minutiae. that it comes out along with the letter when the
envelope is opened.
ENCLOSURES Dear Mr. Merton:
Your postage outlay pays for an ounce per I am going to make this letter brief. I feel the
enclosed brochure speaks for itself. But I am
unit of reading matter. That ounce gives you
writing merely to let you know that the sales
leeway for several sheets besides your letter
potential of the lamp described has been tested
which —barring necessary exceptions — will carefully in thirty selected stores similar to
usually be less than a page in length. Business- yours. Every one of them has come back with
—
quick reorders. So we know we have some- form letter makes it possible to meet a larger
thing YOU CAN DO WELL WITH.
number of calculable special situations. Such a
We developed this item with a view to shoot-
letter is assembled from designated prepared
ing for volume. We've brought it out at the low-
est price possible, and we have complete confi- passages kept on file in a "paragraph book."
dence in its sales potential Some firms have several paragraph books with
We all get a steady stream of mail across our hundreds of paragraphs in each.
desks, but I hope you will take a few minutes For illustration let us take a paragraph book
to study the brochure carefully, and to try out
containing ninety passages. Of these, one to
a sample order of the lamp. We'll let the selling
talk for itself.
ten may be devoted to letter openings; eleven
to forty may consist of second paragraphs;
Sincerely yours,
forty-one to seventy may consist of third para-
Ivan Hubbell
graphs; and the remaining twenty entries may
be closings. Thus a typist may be instructed to
FORM LETTERS use and will construct the letter
7: 24: 51: 82,
from the corresponding paragraphs in the para-

Whatever the special function of the sales
graph book.
letteryou write, make it personal if possible. If
the volume of the correspondence makes this
impractical, use forms and methods that will STRUCTURE OF THE SALES LETTER
make it appear like a personal letter.
There are two main kinds of form letters In sales letters the same general principles
complete and paragraph. The complete of structure apply as in all business letters. But
form, even when it is individually typed and greater latitude is allowed in sales letters, just
signed, is prepared in advance to cover certain as greater latitude is allowed in the sales ap-
standard needs. proach in general. You can be more unconven-
Usually complete form letters are multi- tional and use more color and typographic
graphed or mimeographed, depending on the tricks; and you will be pardoned a certain
purpose they serve. Multigraphing is useful in amount of puffing. Of course, if any one of
letters where spaces can be provided to fill in these is carried to excess, it will prove self-de-
dates, individual salutations, addresses, etc. In feating.
virtually all cases, the name of an individual, The salutation: One of the liberties that
even in rubber stamp or stencil reproductions, may be taken is with the salutation. In mass-
is preferable in the signature to simply the name mailings, where fill-in salutations and inside ad-
of the firm. dresses are impossible, anonymous salutations
Complete form letters are usually identified such Dear Friend, Dear Sir, or Dear Mad-
as
by some combination of letters or initials under ame may be used; or, if the list is a selected one
which they can be filed. Thus there may be a permitting such specifications, Dear Doctor,
series of form letters with which catalogues are Dear Business Executive, Dear Fellow-
to be enclosed. These are keyed with the letter Angler, etc.
C and their numbers in the series. Then the sec- In some cases the salutation may be dispensed
retary can be instructed to send out Form Let- with and a flattering introductory phrase sub-
ter C-4. "To a Forward-Looking
stituted for it, such as
The greater flexibility of the paragraph and Ambitious Young Businessman" or "To a
Young Lady Who Keeps in Step with the and should bring in the article or service being
Times." Or just a catchy headline like "Play promoted.
Ball!" may be employed. However, these de- This question opening was used by a home
vices should be shunned in ordinary corres- development company: "Are you over thirty,
pondence, and might be resorted to only where married, and a churchgoer? " Since the mailing
the multitude of identical letters is so great that had been selected to concentrate on mature,
list
individual salutations are impractical. married, churchgoing people, the reader was
The opening: : The opening is more crucial bound to answer "yes" and was thereby put in
in a sales letter than in any other business cor- a receptive frame of mind to the rest of the
respondence. It is the sender's bid for attention; proposition.

if it fails, the whole effort is wasted. The striking statement: Another good
Some firms go to considerable trouble and type of opening is the striking statement. A
expense in striving for attention-getting open- good example is the one used, some twenty-five
ings. In a conspicuous position on the letter years ago, by the New York Daily Neivs when
they may have — stapled, glued on, or affixed it introduced itself and tabloid journalism to
in some other way — a small metal, cloth, or the metropolis. To its advertising prospects it
plastic object that pictorially symbolizes the sent a letter advising them to "Tell it to the
opening line. Sweeneys" (through its pages) because "the
For example, one firm used a cord lasso, Vanderbilts don't care." This was followed, of
fastened to an upper corner of a letter so that course, with interesting material on the advan-
the rope end touched the first line, to give ani- tages of the mass market and its lower sales re-
mation to this opening: "Yes, we want to rope sistance.

—
you in and you'll be glad of it. ..." Simi- Another example of the striking statement
larly a small aluminum bat glued to another as an opening was the following, used in a let-
letter helped to fix attention on this opening: ter to advertisers by a large woman's magazine:
"This the season to go to bat for ."
is . .
"Yes, men still carry on most of the nation's
Devices must be used with care for
like these business —
but their wives do still more of the
they are novelties that may appeal to some buying!"
readers and by their "cuteness" irritate others. A proverb, too, can provide a good opening,
You may not be able to afford such expensive especially when it is given an arresting new
attention-getters; but still less can you afford a twist: "The early bird catches the worm but —
dull or lifeless opening. You can always attract was it wise for the worm to be early?"
attention with an imaginative thought and Body Having gained atten-
of the letter:
vivid words. tion by your opening, you must next sustain
The question opening One sure method is
: interest while making sales points in the body
to put your opening in the form of a question. of the letter.
In that way you can take advantage of a quirk The anecdote: Some writers have recourse
of human nature. We always react to a question to a story or anecdote for this purpose. An or-
as a challenge, and it is a rare person who does ganization arranging outdoor exercise and en-
not feel the compulsion to make some response. tertainment for businessmen used this anecdote
Of course the question should be provoca- in a sales letter to its prospects:
tive and relevant personally to the prospect, "A vigorous man in his nineties was asked
:
the secret of his longevity. 'Wal," he replied, ducements, bargain offers, samples, free exami-
'when my wife and I got married we agreed to nation privileges, and a wide variety of other
do something to spare our nerves. If I was the appeals.
grumpy one she'd go into the other room and Here is an example of the appeal of exclu-
take up her knittin'. And if she started to pick siveness
on me I'd put on my hat and go out for a walk. "There are many more than three thousand
... So you see I been outdoors most of my discriminating readers who will want this book,
life.'
but only three thousand copies were printed.
"Being outdoors, that tried and true recipe As this letter is being mailed, the day's orders
for a long life and a healthy one, can be made
reduce the number still available to 422. Better
easy for you by joining the Out- make sure of getting your free-examination
doors Club. (And equally easy for your wife copy by filling out and mailing the enclosed
as well, who won't be so inclined to pick on you card today."
if you include her.) Drive out in your own car The "You" Attitude again: Among the
or one of the Club's limousines will pick you numerous factors that contribute to effective
up outside your and bring you to the
office correspondence, the "you" attitude, referred
club grounds. Then you can swim, golf, swing to earlier, is paramount. The seller takes care
a racket, walk or do anything else you like in not to show make What he
his anxiety to a sale.
clear sunlightand unpolluted country air." stresses is the buyer's interests. The buyer will
Enclosures gave further details. get a bargain; he will be guaranteed against dis-
Facts and figures: Other writers rely on by the privilege of returning the
satisfaction
facts and figures. They support tempting de- merchandise; payment will be made easy for
scriptions of the article or service thev are mar- him by special terms, etc. In sales letters as
keting with data giving the results of laboratory much as in any other form of business corres-
tests, consumption statistics, testimonials, guar- pondence be sure to consider the reader at all
antees, and other inducements. times.
Incidentally, experienced sales-letter writers The postscript: In that same frock-coat-
advise that the core of the sales message should and-striped-pants business era alluded to above,
appear about two-fifths of the way down the the postscript was frowned upon. It was con-
letter. sidered unkempt —allowable, perhaps, in pri-
The closing : In earlier business correspond- vate correspondence but distinctly incorrect
ence, in the days when businessmen dressed in in well-dressed business correspondence.
frock coats and striped trousers like diplomats, Today, however, few sales letters are with-
it was considered proper to close sales letters out postscripts. As a typographical device, the
with polite wishes like "hoping" or "trusting postscript has won general adoption because of
we shall hear from you." Such expressions tend the special services it can perform. It can re-
to linger on. Usually they are left in mid-air as move from body of
the the letter, whose unity
dangling participles. If you find them in your it might impair, some special matter which
correspondence, pull out the blue pencil! should be brought to the reader's attention. Or
Sales letters now end with forceful sugges- it can give a needed emphasis to something as
tions for immediate action. They ask for the no other method can.
o*der; and they enforce it with all sorts of in- "P.S. Special discount terms can be ar-
—
ranged" stands out in a postscript, yet does not 4. When a customer is ill, there's no more appreci-
interfere with other persuasions as it might if
ated time to get mail. All you need to say is— "I'm
certainly sorry to hear that you are laid up for an op-
set in the body of the letter. And if you have
eration. I hope it won't be many days before you're
already mentioned your booth at a convention,
back your desk/" Add to that a book, or the loan
at
a postscript reminder can do a lot to draw visits of one, a magazine, or a box of candy, and the good
there: for example, "P.S. We're looking for- will you build is far above the effort you take in do-
ward to seeing you at booth 16. Ask for Mr. ing it.
Elkm." 5. When there is a death in the family. If it's tactfully

done a short message of sympathy can mean much.
"LETTERS YOU DON'T HAVE 6. When a daughter or son gets married, or a new
TO WRITE" baby arrives. These letters make no tangible effort to
they're simply good-will builders—the kind that
A recent speech by Maxwell C. Ross, a well sell;
some day will bring something nice to you because

known sales promotion expert, listed sixteen
you went out of your way to do something nice for
ways letters can be used to create good will somebody else.
and, eventually, sales. "There's just one pre- When people buy a home, write to them. Your
7.
requisite," he said; "the person using them has letter doesn'tneed to be long or fancy. Perhaps: "I
to be a nice guy, courteous, friendly, and, hope you are enjoying your new home, and that you
above all, sincere." have recovered from the trials of moving." If you
have something to sell, go ahead and mention it. Tell
Each is simply a friendly, personal letter that you these folks you'd appreciate a chance to call when
send on some occasion when nobody would have things are squared away. In some cases, an inexpen-
thought very much about it if you hadn't sent the sive gift like a small rosebush or a young tree creates
letter at all. They don't have to be written, but they far more good will than the cost.
create a tremendously favorable impression because
8. When a customer has a birthday. Quite a few suc-
they are written.
cessful salesmen make a practice of keeping birthday
1. You can use a letter to follow up a salesman's call.
lists and sending cards or letters. A personal letter
You don't need to, for it isn't expected, but you'll be is best, but if you use a card, write something in
surprised at the reception it gets. You could start longhand on it.
something like this: "John Smith told me today of
the pleasant visit he had with you about your insur- 9. When people move to your town a letter of wel-
ance program. I know that John will do a fine job come is an excellent source of new business. They
for you." Then finish off in your own words. don't know where to go for dry cleaning, laundry,
milk—what service station to trade with, where to
2. You can use letters to make appointments. You
do their banking, or the nicer places to eat. So you
say, "It's about time for me to sit down with you,
write: "Welcome to Omaha. We know you'll like it
Jim, and go over your insurance in the light of the
here. If there is any way we can help you get settled,
new tax changes. I want to do this when you have the
please let us know."
time for it, but it should be soon. I suggest that we
get together late Friday afternoon. How would 4 10. When people move from y our town, it may seem
o'clock be?" You don't need to say much more, but a futile gesture to seem sorry— but the intangible
you'll be surprised at thenice reception you get. good will youmay come back to you in un-
create
Whenever a customer or client suspected ways. And sometimes people do return.

3. has been promoted
or changed jobs, it's a nice gesture to send a letter like
So you write: "I am sorry you are moving away from
this— "Congratulations on your appointment to Dis- Lincoln. We will miss you as a customer, but should
you ever return we'll be waiting to serve you again."
trict Sales Manager. This is fine news, and I know
you'll do a great job. If I can ever be of any help to 11. When you read about a customer in the news-
you, please let me know." paper, send him a letter. Clip the article, send it to
him, and say: "I don't know whether your children to show your appreciation of all he has done for you
keep scrapbook of the nice things that happen to
a and his country. Never again in his life will he so
you, but just in case they do, here's an extra copy I much want to be welcomed back; or want to feel
clipped for you to give them." And if congratulations that all he went through was not in vain.
are deserved, give them!
16. You can use letters to thank new and old custom-
12. When a customer some office, or
is elected to ers for their orders. Perhaps you do, but many don't.
honored in any other way, perhaps you would say: In Des Moines, a filling station operator sends a post
"I've heard some nice things about the work you've card to new customers. All the card says is, "It was
done for the Chamber of Commerce, so I was not nice of you to stop at our station. I hope you'll come
surprised to see that you have been elected vice presi- back often." That's all it needs to say.
dent for the coming year." Talent scout, G. L. Fultz, St. Louis' best dressed
1 3. When someone you a favor he will ap-
has done credit man, and staunch enemy of Whiskers and
preciate a note from you. "Those two extra tickets Goozle, says of the following assembled hogwash: "I
got me off a rough spot. I hope I can repay the favor know you will want to read this letter, for it's a
soon." dandy."
14. When some product or service pleases you, take "Thank you very kindly (who was kind?) for
time to write about it. "Quite often people write to your letter of November 12th, just received. I
you only with their complaints, but I wanted you to am sorry that our bookkeeping department
know how pleased I am with our new floor furnace, (mass production) erroneiously (new spelling)
and with the courteous and efficient way your men billedyou for storage on the car that we handled
installed it." am attaching which
corrected
for you. I bill for
15. When a serviceman comes home ivrite to him or (?) I am sure you Thanking
will find in order.
to his parents if he lives at home. That's a small way you very kindly, we remain, very truly yours"
CHAPTER FOUR
DIRECT-MAIL SALES LETTERS
What has been said in the previous section self-improvement courses continue to educate
on sales letters in general applies, of course, to millions of customers by mail. Almost countless
that concentrated type of sales correspondence, small firms sell specialty items like homespun
the mail-order sales campaign. We shall deal textiles, hand-whittled toys, home-baked
here with the special features and problems of cookies, and even scalp massages. Increasingly,
such campaigns. a good deal of banking, insurance, and other
services, formerly conducted in person, are
BIG BUSINESS
now carried on by mail. And the sale of such
Though its peak may have been passed, mail- services is increasingly done by direct mail.
order merchandising remains one of America's Department stores and many other types of
biggest businesses. But realistic merchandisers business supplement their regular sales with the
bear in mind the following developments. business brought in by their mail-order depart-
Our farm population, which once comprised ments.
the biggest mail-order market, has declined, in Most mail-order campaigns are linked with
fifty years, from more than half to less than a advertising campaigns in publications, over
fifth of our national total. At the same time, radio and television hookups, on matchbook
the automobile has made it possible for farmers covers, and by other means. In many cases the
to drive to town to do their shopping. So con- advertising is done to produce the lists of pros-
siderable is this trend that big mail-order houses pects used in the mail-order campaign proper.
have followed their straying rural customers
to thetowns by opening retail outlets there. At ADVANTAGES OF DIRECT MAIL
the same time, metropolitan department stores, The chief advantages of direct-mail selling
following their straying customers to the sub- are, first, that it is selective as regards audience
urbs with well equipped branch-stores, have and market. The direct-mailer has generally
also picked up many farmer shoppers. built up classified lists of proved prospects. If
Mail-order merchandisers, therefore, have not, or if he wishes to enlarge his lists, he can
had to show alertness and ingenuity to meet obtain the lists he wants from list brokers.
this challenge. That they are meeting it success- When he sends out a mailing he knows, if that
fully is demonstrated by the continuing enor- is necessary, the age, sex, trade, income level,
mous volume of mail-order business. etc., of the persons whom he addresses. And
The giants like Sears, Ward, Spiegel, and he can pick the territory, the time, and so on.
Alden continue to send out millions of cata- In a well-organized campaign the part of the
logues every year. In the book industry mail town and the day when the letter is delivered
order promotion has become one of the major can be determined in advance.
merchandising methods. The Literary Market- Another advantage of direct mail is its flexi-
place, the directory for the book trades, lists bility. Through careful testing techniques
some seventy book clubs! Correspondence and every element in the campaign, from the price
52
range to the color of the ink used, can be tested emphasized story; the other emphasized liter-
beforehand to assure the best return. ary values. But that experiment did not settle
Still another advantage is economy.
On a the argument. The two mailings brought al-
large variety of goods and services mailing most
and identical returns.
other costs are well under dealers' discounts Analysis of the two campaigns led to a num-
and salesmen's commissions and expenses. ber of conclusions. Each campaign was well
prepared. In each the appeal used was made so
WHAT YOU SHOULD KNOW attractive that it had a good sales effect. And
You may be a clever copywriter but you will it became clear that the audience wanted both
fail in your assignment story and literary quality.

if you start without
certain essential information. Without realizing it, when they were writ-
Know what you are selling. Study the ing the letters, the copywriters had taken this
into account. In the letter stressing story, the
you are selling. Know
article or the service that
it thoroughly before you write about copy implied that the novel also had literary
it. The
better you know it the better able you will be quality; and the copv stressing literary quality
to choose your selling points, to write with implied that this enhanced a good story. From
conviction about them. then on that publisher's promotion materials,
Suppose you are whatever was actually stressed, featured several
selling a table. Learn what
wood appeals.
it is made of, how it is finished, what
style it is in. From your knowledge of it decide
You will find that most good sales letters use
whether to stress appearance, durability, or more than one appeal. The bargain appeal may
price. be enhanced by stressing quality, and vice
Know the market. What is the income versa. And usually other inducements are
level that is to be appealed to? How does the added to break down sales resistance. It is good
current economic situation affect your poten- policy to offer a variety of inducements.
tial customers' buying habits? Will it be wise

to propose time payments? THE MAJOR APPEALS
Know the prospect. Study the lists you use. A distinguished psychologist, Professor
Age, sex, locality, etc. all influence buying Starch, has listed the following, in the order of
habits and trends.
relative influence, as motives to which the sales-
letter writer can appeal:
APPEALS
Appetite — hunger Taste
In a certain book publishing house there
Love of offspring Personal appearance
were two schools of thought regarding the ap-
Health Safety
peal to be used in promoting fiction. One school Sex attraction Cleanliness
held that people bought novels for the story; Parental affection Rest— sleep
the other held that it was literarv values that Ambition Home comfort
drew people to the purchase of hard-cover Pleasure Economy
Bodily comfort Curiosity
books, that if they wanted merely story they
Possession Efficiency
turned to the magazines.
Approval of others Competition
To settle the argument it was decided to send Gregariousness Cooperation
out two test mailings on the same novel. One Respect for Deity
Another list takes the following order: And make it direct. Two catchlines were
To make or save money One was "161
proposed for a certain campaign.
To acquire beautiful possessions New Ways to Win a Man's Heart." The other
To gratify curiosity was "A New Recipe for Home Happiness."
To satisfy appetite The first pulled four times as many inquiries
To protect loved ones as the second. Why? Mainly because terms like
To guard one's reputation "recipe" and "home happiness," as used, are
To attract the opposite sex
not as direct as "ways" and "a man's heart."
To be individual or "different"
To "keep up with the Joneses" And also because the appeal to curiosity, in the
To avoid trouble or effort use of the number 161, was added to the other
To seize opportunity appeals, illustrating again the value of the mul-
To be popular tiple appeal.
To preserve one's health Here are some examples of concentrated yet
To be comfortable multiple appeals:
To be in style
Exploiting the desire for security, an insur-
To enjoy life
To be wholesome and clean ance company implied the possibility of attain-
ing comfort and material happiness as well, and
Other lists have been compiled. The owner worked on the reader's curiosity in their semi-
of a big newspaper chain put popular reading
question catchline, "How we retired with three
interest in the following order: "Money, crime
hundred a month."
and sex." An advertising agency estimated sales Concentrating on prestige and success
appeals in this order: "Bargain, ambition, sex,"
Oldsmobile added appeal to the spirit
—which seems to summarize all the appeals.
values,
of adventure in the line "Four hundred thou-
In selecting the appeal for your campaign
sand Oldsmobile owners who drive the Hydra-
two things should be borne in mind. First, as
matic way are blazing the trails tomorrow's
the book publisher's tests indicated, it is wise to
motorists will follow."
exploit more than one appeal. Second, the
The following opening was intended to ap-
nature of appeals varies according to age, sex,
peal to curiosity and to vanity: "You are expen-
education, income level, and occupation.
sive but we think you're worth it."
"Sex attraction" will rank ahead of all others
for most young men and women but will fall INDUCEMENTS
behind "bodily comfort" in appeals to the Additional appeals in mail-order campaigns
elderly. Inbuying a car safety of operation will usually take the form of supplementary induce-
outweigh all other considerations for a mother ments. In some cases the appeal is a snobbish
with small children; with a college boy, speed one. The merchandiser dwells on the small
and appearance will count most. number of purchasers to whom the offer is
limited. The inducement is in belonging to an

CONCENTRATE THE APPEAL elite.But in most campaigns the chief extra in-
Try to concentrate the mail appeal in a single ducement is savings, or something free. The
phrase or sentence. If you do this you can use word Free in heavy type on an order form will
it an opening sentence and re-use it, possibly
as pull many more inquiries than the same form
with an interesting variation, in the body of the without it, even if what is offered is nothing
letter or in the postscript. more than a catalogue.
1
Book clubs have had much experience in sell- Mail order-shirt-sellers, copying mail order-
ingby mail. They find that "book dividends" jewelry sellers, boosted their business when
—a gift book on joining, special rebates, "free" they offered free embroidered monograms.
examination or combinations of such induce- Food packers have found it worthwhile to
—
ments are strong sales inducers. give away quite costly books of recipes. Simi-
larly furniture manufacturers have profitably
given away books on home-decorating. One
a trial subscription could a book with similar examples.
fill
for HALF PRICE The giveaway, indeed, is the standard way

to build up lists of mail order prospects. The
Fig. 16. In prominent type, and placed con-
offers of catalogues, booklets, free samples,
spicuously at the head of the sheet, this offers
in the form of bargains, gifts, entries into prize contests, etc.
a brief digest, assimilable at a
glance, the contents of the sales letter which stimulate interest and produce inquiries that
follows it. lead to sales.
Here a question enters, which the direct-mail
Turkey is a very popular dish, but a turkey merchandiser must answer according to the
farm that sold birds by mail found character of his product or service and accord-
its that giv-
ing away ing to the character of the prospect. Should the
a stag-handled carving knife with
each purchase nearly doubled offer be completely free, or should a small
its sales.
charge be made to cover postage and handling
expenses? If the offer is completely free, the
SPECIAL OFFER ON THIS TICKET
MAY BE WITHDRAWN AFTER 14 DAYS or number of inquiries will be much larger. On
< ISSUED BY
05 the other hand, if a small charge is asked, this
LOOK MAGAZINE
110 TENTH STREET • DES MOINES «. IOWA serves as a screening process, eliminating the
"deadheads" who write in for everything free.
*£&$&*>
»* Look la
b« ..nil
The result is a more selective list of prospects
s 10 1
12
15
13
Ifl
14
17
who are definitely interested in the product.
tftt.(i;j^
ocy ft.**
pacektact t* 49
'f>:w
icon si is>.//.. fc-r
N « »nqc a' %>''/! vn NfMW
II
21
19
22 23
23 Which is best for your campaign can be learned
ti-vW Gup* ,x!\tt-
The "vmiii<:y t,',rw» If Jwvso* iKs c;Tw bt «

:! 23
27 2a Z»
it
by testing. Testing procedures will be dealt
|4 cisvs -a^.i^t K'j vrfiaaf* t-'*-VK»
:i\>:ii >?? 30 31 32
t-nui-;
:La twift It furti»n jupt.tr U:ev cnfc« |w 33 34 33

with further along in this chapter.
rhwet * aain:;^, :: «*;" iMte * iai! rmad f,ir. 30 37 38
any atr.c; Cfi Ci« -iV-'K-d v*irt rf KtSfefipbM. 39
*°i !
Prtc* lo
b«p«id
THE ORDER FORM
it 2 3
4 3 e The mail order campaign may be carried on
sTsNATURE or Cook REPRESENTATIVE 7 S 6
/ (Tel* valid orij * •vft 101

exclusively through letters; it may be opened
II 12
Fig. 17. Appended to a sales letter by an advertising campaign to draw inquiries;
soliciting subscriptions, this original, or it may be part of campaign

a larger selling
eye-catching "special reduction" in- in which the mailings are coordinated with
ducement is in the form of a series of
various forms of advertising. In any case, the
"railroad tickets," only one of which
order form, whether it is an advertising coupon,
is shown here. Notice that in addi-
a separate mailing enclosure, or part of the let-
tion to the attractive offer, a certain
pressure for swift action is applied, ter or of another enclosure, is too important to
as the offer holds for limited time only. be treated as a mere detail. The effects of force-
Fig. 18. This bases its appeal not only on the very substantial reduction
offered, or on the attractiveness of the "invitation," but also
on the extreme
convenience of the method. The potential subscriber merely signs and
mails, as the back of the coupon is a self-addressed, prepaid business reply
card. He need send no money, and will be billed later, upon receipt of the
magazine.
• END ME THE NEXT • ISSUES OF
the Atlantic at Halt ^^ Serialized Books

Art
and bill me for only $2 <
A
4
™£** Short Stories
^try Records
World Affairs
M «s»c Theatre
Book Reviews
Articles of
W.'ll bin yov \ator . Juit MKol mil pentose
SEND NO MONEY paid card and drop H in lh» moil TODAY.
Permanent Significance
THE ATLANTIC • ASMNOTON ST., BOSTON 16, MASS.
W2 ACT NOW— THIS OFFER EXPIRES IN 20 DAYS \ijL'2imlbl^» wt*

>
Fig. 19. Again the "half price" magazine offer, necessitating swift action on the
part of the potential subscriber, and requiring of him only that he sign and mail.
ful copy can be weakened by an inconspicuous, teed; time limit for the return of merchandise;
unattractive, or unclear order form. method of remittance (cash, check, money
Care should be taken, if the order form is order, C.O.D., on approval, installments, etc.);
part of other printed matter, to set it off by postage and handling costs, and whether borne
some means or a combination of means. This by the purchaser or the seller; and other rele-
emphasis is usually made by using broken or vant information, such as added costs in Canada
dotted lines that visibly separate the order form or abroad, etc.
from the other matter. If a booklet or sample is offered but, in order
Although some sticklers for typographical to screen the prospects, postage and handling
unity avoid it, most mail order men stress the costs are asked for, this should be clearly indi-
separation by the use of distinctive, often bold- cated.
face type. Wherever practical, they go further Where choices of items, methods of pay-
and use blocks or accents of color and illustra- ment or shipment are offered, boxes or spaces
tions, such as pointing fingers or cutting scis- should be shown conspicuously so that the
sors, to emphasize the separation. prospect may conveniently check off his
Essentials of the order form include the choice.

firm's name, address and postal zone, and key In the lines for the prospect's signature and
number to identify the source of the form. If address, most order forms carry a notation in
it is an advertisement coupon, it may be identi- small type, underneath, "Please print plainly."
fied with the initials of the magazine and the If the prospect's signature is desired to make
number of the month for example, — WD 8 for the filled-out form a valid contract, the small
Woman's Day, August issue. type underneath the lines should say, "Please
If it is an order form enclosed in a mailing, write plainly."
the key may be an initial standing for a depart- In advertising, Post Office regulations re-
ment of the firm and a number placing the let- strict the size of the coupons to half the adver-
ter in the position it occupied in a sales series. tising page. In letters, however, you are free to
Thus P 2 may stand for Plastics Department make the order form as large and elaborate as
and the f ollowup letter in the current series. Or you like. As in other fields, however, the simple
the key may be used to identify a rented list. approach is usually the best approach.
Thus, assuming that a list has been rented from TYPES OF DIRECT MAIL LITERATURE
a concern named Harris, would stand for H 2 We shall deal here with the variety of pieces
the followup letter in the campaign on the used in direct-mail campaigns.
Harris list. The sales letter. Its characteristics have al-
A concise description of the merchandise or ready been discussed. Here it should be noted
service being offered should follow. If there that sales letters that are part of a series are
is space for it, this can be made supplementary often carefully varied in shapes and colors.
selling copy. Good copywriters can inject per- The post may be of white or
card. This
suasion into the barest "Please send me . .
." light-colored stock and may be printed on both
phrase. sides. To meet postal regulations must fit
it
If the order form is to consummate a sale, within the maximum (4!4" X 6") and the
the specifications should then be clearly stated minimum (3" X 4!4") sizes. In other dimen-
— conditions under which a refund is guaran- sions, first-class cards require more postage.
U.S. Government post cards, purchasable piece carrying testimonial copy, usually a
singly or in 40-card sheets, may be used. This montage reproducing original letterheads and
allows a printer to "gang-run" them, imprint- signatures) ; a guarantee that the goods or serv-
ing the sales message on many cards at once, ices offered will be satisfactory (usually
at savings in time and labor. The post office will printed in the form of a bond or other legal
redeem unmailed or spoiled cards provided document) ; a gift coupon; a swatch of material
the indicia (the official post office markings) or other sample; an advertisement designed to
are intact and the cards are tied in bunches of sell some other item; a blotter, etc.
twenty-five all facing the same way to facilitate Order-Form Inserts. As a mailing insert
inspection. the order form may be a business-reply card; a
The leaflet. A single sheet printed on both self-addressed, government post card; a self-
sides, in one or more colors, on white or addressed, private mailing card; or a card to be
colored stock. inserted in a business-reply envelope.
The circular. A printed piece that may be As a business-reply card, the order form is
folded, simply or in elaborate "accordion" frequently a self -mailer with perforations to

style. facilitate detaching by the recipient. It should
Broadside. A mailing piece unusual in be on paper strong enough to stand double
shape, size, or manner of folding; and, usually, handling.
with conspicuously varied display types. Because of its larger size, the inserted order
Self -mailer. This makes envelopes unneces- form can have greater varietv and elaboration
sary. It is a folded sheet of rather tough paper. in text and arrangement than advertising cou-
One side has a space to insert the addressee's pons in publications where space saving is all
name and address. It may also be a circular, important. Illustrations and colors may be used;
broadside or booklet with the back cover used provision may be allowed for the sale of other
The folds can be held to-
as the address side. items; etc.
gether with gummed seal, a staple, or with the The order form used as an enclosure may be
postage stamp. The printed message frequently used as a selling piece in itself or as part of an-
permits detaching part of the piece by the re- other enclosure.
cipient, who can fill it out and mail it back to TYPES OF ENVELOPES
the sender.
Brochure, catalogue book. These may be
Two standard size envelopes are generally
used in mailing. One measures 4'/4 " 9 XA ", the X
handled as more elaborate types of circulars.
other 3 % " X 6 Vi "; the return envelopes en-
INSERTS
closed in these measure, respectively, 3 A" X
7
8%",and3 / " ,
2 X 6".
Mailings usually consist of a number of in- To permit third-class mailing the top or one
serted pieces. (Not, of course, self -mailers of the sides is left unsealed. Other envelopes
which have detachable parts for that purpose.) have clasp closures.
The following, in various combinations, may If a carton or a mailing tube is used, sealing
be included as inserts in mailings: is permitted provided the wrapping plainly dis-
A piece carrying an order form; a business- plays the statement that the item may be
reply envelope or card (self-addressed and opened for postal inspection. The weight must
postage prepaid) or an unstamped envelope; a be under 16 ounces. At 16 ounces or over,
BUSINESS REPLY CARD

FIRST ClASS PERMIT NO. 22, SEC. U.9. P. t. & R. CHICAGO. III.
3C-POS7AGI WILL BE PAID BY-
TIME
540 NORTH MICHIGAN AVENUE
CHICAGO 11, ILLINOIS
Fig. 20. A prepaid, self-addressed business reply card.
menio "fo:
OUR SUBSCRIBERS
This letter probably underscores some of
the reasons you hod for choosing NEWSWEEK yourself!
It reached you because to invite new readers,
we use privately owned lists which
are not available for checking against our
Jubscriber files. Nevertheless, hope you found
I
it of interest, and that if you know someone who would

appreciate joining you as o NEWSWEEK reader,
IF
you will pass this invitation olong.
You're already a student subscriber, please toss this Utter

Out the window—or, better yet, pass it along to a friend.
Since we can't always check outside mailing lists in

time against our full subscription list, we occasionally end
up knocking on your door twice.
So you know a student who'd like

if to use the enclosed
card, won't you tell him about it?
Fig. 21. Inserts requesting readers to invite friends' participation in subscription offer.
the piece falls in the category of fourth-class stances of the prospect may have a bearing on
matter. the mailing time as also may the weather,
A double-duty type of envelope ismuch changes in trends, sensational news, etc.
used in mail order as an enclosure. It may not Thus it will be wasted effort to direct mail
carry postage-paid indicia. Space is provided to farmers during planting or harvesting. If
on it for the return address, advertising copy, what you are offering is a luxury item, war
and an order form. It is so cut that when the threats should postpone the mailings; jittery
flaps are folded over and sealed it becomes an people are not good prospects.
envelope that can contain the remittance for On the other hand, if you have been consid-
the purchase of the advertised article. The post ering mailings regarding a non-fattening food
office regards it as first-class mail. specialty, take advantage of the current diet-
A triple-duty type combines all the above ing trend. For this type of product the warm,
together with an outgoing envelope. The top figure-conscious months are good months,
flap bears the prospect's name and address. though they are bad for mail-order selling in
When this kind is pulled up, the sales message is general.
uncovered. The inside top flap carries the order In the experience of mail-order concerns the
form.The material below the flap has a months of the year are rated as follows:
gummed edge by means of which it can be
JAN., FEB.
made up into a return envelope in which the
SEPT.-OCT.
BEST SEASONS
filled-out order form can be inserted.
MAY-JUNE- -LOW LEVEL
WHEN TO MAIL Some however, mail in bad months
firms,
Many mailings are so arranged that they either because they have some seasonal prod-
reach prospects on Tuesdays, Wednesdays or uct, or because they believe that thev will
Thursdays. make up, in lack of competition, for the general
The reason for this strategy weekend is that buying apathy.
days, and the days neighboring on the week-
end, have been found to yield fewer sales than
BASIC EQUIPMENT FOR A
the midweek days. The explanation given is
MAIL-ORDER DEPARTMENT
that, even if the letter finds the prospect home
on a weekend, his mind is on recreational con- In the past, mail-order departments of most
siderations. He is in a mood for pleasure, not business concerns were set up to carry out all
for mail solicitation. the mailing operations. Today little besides the
Friday is an unsuitable day because the pros- planning and copywriting are done there.
pect's mind is likely to be full of weekend plans New machinery have
electronic and other
or anticipations. Monday is poor because of the vastly simplified cutting, folding, wrapping,
piled-up chores after the weekend. labelling, billing, recording, filing, addressing
For similar reasons direct-mail merchandis- and stamping processes. But this machinery is
ers avoid holidays and widely customary vaca- very costly. Only the very largest concerns can
tion periods. afford it. Specialized mailing concerns, which
Other factors must be taken into ac-
also have installed such equipment, now service
count for their possible effect on the pulling direct mailers at less cost than was possible with
power of the offer. The character and circum- the older equipment. Consequently, even some
*** ORDER BLANK
D=D=D=P=D=
Fig. 22. Two forms of the double-duty en-

velope, one already folded, and one which re-
—
quires folding both combine the functions of
order blank, request form, credit form, col-
lection letter, business reply envelope, etc. A
variation of this, allowing for the out-going
envelope, is the "triple-duty" envelope.
sizable mail-order concerns are doing their cally controlled typewriters turn out identical
mailings today through the facilities of the letters from a master record on perforated
large mailing houses. paper similar to the old-fashioned player-piano
some concerns which
Nevertheless, there are roll. The typist inserts the letterhead, types in
have good reasons for carrying on their mailing the date, inside address and salutation, and the
operations under their own roofs. For such body of the letter is then typed out by the auto-
concerns, if they are in the process of setting matic mechanism, at great speed. The mecha-
themselves up, the following would be basic nism is under the control of the typist who serv-
equipment, aside from standard office furniture ices a number of the machines. She can stop
and stationery supplies: the machines at any point to permit typing in
of insertions on the same keys and from the
Typewriter
Adding machine same ribbon. Carbon copies can be made at the
Postal scale same time. The process is expensive, but has
Rubber stamps been found worth the cost on special mailings.
Mailing labels Multigraphing: In multigraphing, type-
Stapler writer type drum,
is set into a slotted, flexible
Postal guide
against which the letterheads are rolled. The
Looseleaf binders for paragraph books, clip-
type impressions are made through a large
pings, etc.
Mail slicer or electric mail opener inked ribbon. Multigraphing takes more "make
Postage metering machine or sealing machine ready" time, and ribbon inking is more expen-
Multigraph sive than in mimeographing (see below) but
Mimeograph it is neater and resembles actual typing more
closely.
REPRODUCTION PROCESSES Multilith : An improvement on multigraph-
In mass mailings, which rule out individually
ing. The process resembles offset printing. The
typewritten letters, the processes described be-
multilith machine is actually a small offset
low most common. Except where other

are press. It becomes more economical than multi-
effects are sought, the aim is usually to simulate graph for large runs.
the individually typed letter as closely as pos- Mimeograph : Least expensive of reproduc-
sible. ing processes. Reproduction is from a stencil, a
Letter-press printing : Ordinary printing. tissue longer than a standard letterhead, coated
Advantages are clear, crisp impression. Dis- with cellulose. "Cutting" the stencil involves
advantages — expense, except in very large runs, the same process as typing. The keys cut their
and mechanical look. impressions out of the cellulose, leaving a blank
Offset printing : Less expensive than letter- space which is later filled with ink from an
press for small runs, especially if art work is inked roller and impressed on paper. In addi-
used. The plate from which impressions are tion to type matter, drawings and hand-letter-
made is rubber or some other material permit- ing can similarly be "cut" out of the stencil
ting softer and richer tones than ordinary print. with a "stylus," an instrument resembling a
Hooven Process Next to individual typing
: pencil with a metal tip.
the Hooven process is the best method for use From the cut stencil hundreds of copies can
in the sales letter proper. A battery of electri- , be rolled off. The machine, which is easy to
operate, is comparatively inexpensive. The cost logues, national,county and city directories,
of materials, stencils, ink, etc., is also com- and bureau records such as incorporation
paratively low. lists, voting registers, license and permit
Mimeographing, however, has the disadvan- records, etc.
tage of never looking quite clean. It is very Some city directories show residences ar-
hard to keep from spotting the paper and ranged according to street numbers. These are
smudging the lines. Careful work, however, useful in campaigns that include house-to-
can produce a presentable job, and with a sig- house circularization. They may be copied at
nature cut by a stylus, has been found useful the local library, the county clerk's office, or
in large mailings where expense is a considera- the local Board of Elections.
tion. Numbers of valuable lists are obtainable
Nahmco Process A refinement upon mul- from the Superintendent of Documents, Gov-
:
tigraphing. An added operation at, of course, ernment Printing Office at Washington. In any
added cost gives a uniformly even type im- new large mailing itmight pay to send for an
pression, improving the appearance of the let- index of these lists, to see whether there are any
ter. that might furnish prospects.
Varityper : An accessory process. The vari- Another means of developing lists is to run
typer is an electrically operated typewriter contests. The names of the entrants will consti-
with interchangeable sets of keys, which per- tute a list of prospects whose interest in your
mits the use of varieties of type. It is capable of product has been stimulated by participation in
"justifying," that is, evening out the lines of the contest.
type as in typesetting machines. Its advantages Questionnaire cards or bargain or gift offers
are that it provides variety in type, a crisp fin- inserted into merchandise are good sources of
ish, and neat appearance. It can also be used to lists. Some book publishers enclose business-
prepare "originals" from which letter-press or reply cards asking intriguing questions on liter-
offset plates can be made. ary matters. Those who answer not only fur-
nish their names as prospects but define their
SOURCES OF LISTS tastes, thereby facilitating accurate classifica-
tion of the lists. Food packers and manufactur-

Crucial in any mail-order campaign is the list
ers of household goods offer bargains on enclo-
of prospects. Usually a firm's customers make
sures or on detachable parts of the packaging.
up its basic list, and other lists are used to ex-
Where the article offered has a touch of rar-
pand it.
ity or special interest, a request to the customer
The sources of names for other lists are re-
for the names of like-minded friends generally
sponses to advertising in publications, over the
radio, on match-book covers and other media brings names of good prospects. A mail-order
calling for orders or inquiries; various public
distributor of craft objects — textiles, pottery,
lists such as are supplied by public agencies and basketwork, etc. — built up substantial and
utilities; and purchases or rental of lists of other profitable lists by this means.
concerns. Where the articles offered are related but not
Lists available to the public include tele- competitive, list-exchanging is frequent. For
phone books, trade directories such as Thomas' example, art galleries will exchange names with
Register, financial-rating books, college cata- musical groups or rare-book dealers, women's
— —
specialty shops with fashionable restaurants, dise last offered to those on the list, and other
etc. relevant facts about it.
Through rentals or purchase, therefore,

PURCHASE OR RENTAL OF LISTS your list can bring in subsidiary income. If
vou do this through a list broker, take care

In addition to exchanging lists, as mentioned
The
to use one who is well established and reputa-
above, lists can be purchased or rented.
constitute, of course, an out-
ble. And do not sell or rent vour list indiscrimi-
purchased lists
nately to all comers, unless you are finished
right addition to your list. The rented list, in
with and no longer intend to do business with
it
addition to the business it brings, will add good
it yourself. You would not want vour fist to
general prospects to your list.
get into the hands of a competitor, or to be
Lists may be purchased or rented from vari-
ous types of organizations — civic, labor, fra-
used for the promotion of a product offensive
to your customers. The pulling power of a list
ternal, religious, educational, sports, etc.
has often been damaged, at least temporarilv,
from magazines and book clubs, and from
by offers that irritated the prospects or made
other business concerns.
them suspicious.
These transactions can be carried out di-
You can find the names of list brokers in the
rectly or through list brokers. The brokers, for
classified telephone directory under the head-
a twentv per cent commission, arrange the
ing of "xMailing List."
rental of names. Aianv brokers also handle the
entire mailing procedure — sorting the names,
stenciling, inserting, sealing and delivering the THE WELL-TENDED LIST
letters to the post office for a certain fee. Thev
do so either because their brokerage business To get the most out of vour list
has developed as a sideline to their mailing busi- Keep it orderly. Classif v it so that custom-
ness or because they have connections with or- ers are separated from prospects; arrange each
ganizations or agencies willing to make lists of the two classifications geographicallv to take
available. advantage of postal rate regulations and geo-
If the list is purchased, a set of stencils or graphical conditions, and to enable vou to svn-
other records is delivered to the buver. If the chronize mailings; and make as manv other
list is rented, the renter delivers his envelopes classifications as are practicable —bv industrv,
and enclosures to its owner, the broker or the trade or profession; bv age, sex, buying power
owner's mailing agrencv. The renter receives as indicated bv credit ratings; bv responsive-
the post office receipt for the mailed matter. ness as indicated bv previous purchases, etc.
Good owners keep their lists productive

list Keep it fresh. Because of death, bank-
by constant checking and weeding ("clean- ruptcv, removal, and other unforeseeable con-
ing"). Thev will therefore guarantee accuracv tingencies undergo an average annual mor-
lists
between ninetv and ninety-eight per cent, and talitv of twentv per cent. Therefore it is advis-
will refund postage on everv piece returned as able to check vour fist regularlv.
undeliverable in excess of the two to eight per Some houses make such checks semi-annu-
cent thev have allowed for. Thev will also in- allv. Some do it bv sending inquiries to the ad-
form the renter or purchaser of a list of the dresseswhether thev wish to have their names
mailing time, nature, and price of the merchan- retained on the list and, if so, to verify the ad-
dress. Others examine sales records and drop postage and handling? Is it better to ask the
those who have not responded for a certain buyer to pay postage and handling costs and to
period, say a year. Others make a mailing both quote a lower price, or to absorb these costs in
for the purpose of checking the list and of test- a higher price?"
ing the elements of a projected mailing. The tests are conducted by sending out dif-
Returned mail is used as a checkup. For ferent letters and correspondingly different en-
that purpose a "Return Requested" mark is closures, the responses to which answer the
used on the mailing pieces. questions. The elements that have brought the
The Post Office makes a minimum charge best responses are then incorporated in the ma-
for the return of third-class mail. This serves terial sent in the final mailing.
as a check on the accuracy of your list and Even if the tests warrant further mailing, and
furnishes the addresses of those on the lists all the approved elements have been used, many
who have moved away. mailers do not plunge into the total mailing at
To obtain the new address, print below the once. They do it in batches of 10,000, let us
return address in the upper left-hand corner of say, so that, in the event of some sudden change
the envelope "Return Requested." If a for- in the situation, losses may be minimized. It has
warding address has been left with the post sometimes happened that a late summer or a
office, you will receive the information on the late winter, or an unaccountable shift in taste,
returned third-class mailing piece. or alarming headlines in the news have ad-
Since Americans have a notablv high mobil- versely affected sales and responses.
ity rate, you weigh the advantages
will have to Testing for sales response is quite simple.
of a highly accurate list against the compar- Suppose the manufacturer of a $5 article wishes
atively expensive method of keeping it accu- to test a 25,000 name list. Mailing costs,
rate. If five per cent of a list of 100,000 names including copy preparation, printing of en-
have moved, it will cost you at least $400 just closures, stationery, postage-prepaid enve-
to get the new addresses. lopes, cost of and postage come to $72 per
list
thousand. Suppose the orders from the 2,500

names tested come to 125, for a total of $625.
TEST MAILINGS Suppose manufacturing costs of the article is
$180 and shipping costs $20. Total costs, then,
In large mailings it is advisable to test about
for the test mailing come to $380. This sum,
10 per cent of the list to be used. The test may
subtracted from the total returns of $625,
be used to decide a variety of questions. Is the
leaves a profit of $245 or $1.96 per order. That
product salable through mail? If the tested re-
test would be a green signal.
sponse falls below a certain figure which allows
no profit margin, there is no point in complet-
ing the mailing.
THE SALES LETTER SERIES
The tests may be designed simultaneously to Most direct-mail campaigns involve a series
answer such other questions as: "Is the price of letters. Sometimes the first letter is sent only
right? Is the copy right? Is the paper the right to draw inquiries, the answers to which are ex-
color? Is the ink the right color? Is it better to pected to produce the sales. In any case, if the
use stamps or printed indicia? Is it better to of- first letter does not make the sale, successive
fer a booklet free or to make a small charge for letters are sent. Especially in the case of expen-
*» RIKE-KUMLER W-
Dear Customer*
Because we alrays try to bring you top values •••
•••we ar© happy to tell you of a special arrangement made with the publisher*
of LOOS —
an arrangement that brings LOOS to our charge account oustomers
at just half the single co-try price !
Month after month, thousands pay $3.60 for a year of LOOS (26 issues)* hut
RIKS'8 can now offer you personally the special money-saving rate of -
18 U0STB3 (40 ISSUES) 07 LOOS FOB ONLY $3.00
This is the lowest prioe at which LOOS has been sold in many years, and not
only does it bring you a 80% saving on the single copy value (bringing you
a saving of $3.00) •••
• ••but it also assures you of receiving LOOS regularly every-other-Tuesday

for a year and a half —
40 big issues that your entire family will enjoy*
You will find that LOOS keeps you well-informed . • that LOOS takes you
behind the scenes *. gives you the background of vital events •• tells in
pictures how they affect you, your home, your family, your friends*
fi2 Ea suggest that 2221 £*kq advantage si tftje offer fight

, npjtf
Wo at RISE'S believe you will like LOOS —

that you will find it enter-
taining, Informative, and well worth the cost —
but, in any event, you are
protected by the publisher's MONEY-BACK GUARANTEE ...
• ••a guarantee that makes it possible for you to obtain a

full refund £& ggx time, on the unused part of your order*
LOOS's regular rate is |3.60 a year (26 issues), and this offer of 40 issues
for $3.00 is available to our oustomers. The special price will not be mads
to the general publio.
So please mail the certificate HOW — while tfr la offer Is. still in effect !
Cordially yours*
Cordli
Cornelia,
CiLD61 Your personal shopper at RISE'S
Po 6* Because RISE'S is Hie. pnlf store in Dayton which can make this
Offer, the publishers have requested that the enclosed certificate
be made non-transferable (except to members of your own family)*
Fig. 23. Using hanging indentations and other attention-getting typographical de-
vices, this letter offers to charge account Customers a half-price subscription to a na-
tional magazine.
XEWSWEEK. BUILDING • BROADWAY AND 42MO STREET
SEW YORK 36
October 21, 19
Down in the Gulf South - which includes the area around

Uobile and Pensacola - United Gas is helping to open a
whole new region for industrial development. And, United
Gas is telling business and industrial America about the
Alabama-Florida region in this NEHSWEEK advertisement on
page 21.
The United Gas ads... a smartly designed full page 2-color

series... has helped to spread the news of the rapidly ex-
panding Gulf South area.
reaches the nation's top business and industrial

NETCSffEEK
leaders - the important decision-makers - the men with the
authority to decide on new plant locations. The United
Gas ads give NEWSWEEK's readers the green light. . .bringing
them interesting, informative material that has served to
build good-will and prestige for your company as well as
draw attention to the Gulf South section.
Very truly yours
Arthur Windett
Advertising Director
ASise
MAGAZINE Of MEWS SICNiriCANCE

Ln E
Figures 24, 25. Letters to advertisers, affirming the prestige and good-will value,
as well as other values, of such advertising promotion.
I 8
NEWSWEEK BDILDIXG • BROADWAY AND 4 2ND STREET

*NEW YORK 36
January 6, 19
A brand new advertising campaign for CONSOLIDATED

ENAMEL PAPERS appears on page 14 of this issue of
NEWSWEEK. Here's a voice of the turtle message
that makes economic sense. .the reasons why CON-
.
SOLIDATED ENAMELS add up to an important saving

for paper buyers.
NEWSWEEK' s more than 900,000 well-informed readers

include the top executives from coast-to-coast ~
more than 57.8% of these busy businessmen exert
important influence on company buying polioy.
CONSOLIDATED' s ads in NEWSWEEK and the other news-
weekly publications help to reach your important
customers and prospects and pre-sell them on this
unparalleled value in enamel papers.
NEWSWEEK makes your selling job a lot easier by

familiarizing your contacts with the CONSOLIDATED
story. ..be sure to take advantage of CONSOLIDATED '
heavy 1954 advertising promotion and put NEWSWEEK

to work for you
Sincerely yours,
Arthur Windett
Advertising Director
AWtss
THE MAGAZINE O F NEWS SIGNIFICANCE
Fig. 25
p*^fr™ mag;
can
MAGAZINE.
640 FIFTH AVENUE . NEW YORK 19.N.Y. • PLAZA 9-1000
November 25, 19
Sear Sir:
The December issue of The American Magazine

enolosod, will be on the newsstands from November
27th to December 31st.
Tour newest "Man of Distinction" advertise*

ment appears on the 3rd oover and will be pre-
selllng LORD CALVXRT for 6 full weeks during the
holiday gift-giving and entertainment season.
That means extra-long celling time for LORD

CALVERT. It meane extra sales and extra profits
for your lioensees, many of whose best oustomera
are among The American Magazine's 10, £30, 000
devoted readers.
Tell jour retailers that by featuring and

displaying LORD CALVERT with your 3 luxurious
velour-finish gift oartons and speoial "Han of
Distinction" greeting cards, they oan oash in on
the extra sales and extra profits this ad is sure
to produoe.
Sinoerely yours,
E. R. Chenoweth
Advertising Sales Manager
Figures 26, 27. Letters to advertisers emphasizing the economic value, and calling
attention to other values, of magazine advertising promotion.
.
mencan"MAGAZINE
640 FIFTH AVENUE • NEW YORK 19.N.Y. PLAZA 9-1000
ltaroh 9, 19
Soar Calvert e or:
Month after .month LOBD CALVEBT keeps telling The

American Magazine's 10,230,000 readers that Custom
Distilled LOBD CALVERT oosts a little more
tastes a little bettor
adds a little more pleasure*
A distinctive theme for the "Whiskey of Distinction 9

with just the right sales appeal for readers of The
American Magazine who want a little better
live a little better
can afford a little more*
And you can be sure they'll see LOBD CALVERT'S adver-

tising because, in oomparison with other magazines,
The American Magazine receives more reading sessions,
Here's a combination that's hard to beat. Be sure

to bring it to the attention of your licensees and
show how it means extra sales and extra profits for
them. Urge them to display LOBD CALVERT prominently
and oash in on the "Pretty Speoial" LOBD CALVERT ad
whioh appears in the Maroh issue of The American
Magazine .. and leave blotters with your best
.
oustomers
Sincerely yours*
Fig. 27
—
sive articles reliance is placed upon a series of be kept on file and regularly consulted. You
letters. may purchase the Postal Manual from the Post
As many as ten mailings are sometimes made, Office Department, Washington, D.C. 20260.
though most direct-mail people feel that more First-Class Mail consists of sealed mail
than six will not pay off. Each letter in the letters or parcels that the sender will not permit
series is prepared in advance so that it may be the Post Office to open for inspection. Un-
sent in proper succession and for delivery on a sealed correspondence, letters, or parcels also
predetermined good mail day to prospects re- go under the first-class rate if they contain
maining unsold. writing, typing, or carbon copies. Parcels of
The opening letters usually stress the desir- merchandise containing a single invoice can,
ability of the article and offer samples or free however, go fourth-class. First-class mail can
inspection. The next mailings may intensify be registered, certified, or sent C.O.D., but
the appeal with testimonials and guarantees. cannot be insured. Rates for first-class are 6$
The concluding mailings may offer further in- an ounce or fraction in the United States.
ducements — special price, deferred payments, First-class mail gets the best response in
etc. direct-mail appeals because, being sealed, it
A method called "The Wear-Out Series" appears to be a more personal communication.

continues the series only as long as returns jus- Post Cards, private mailing cards, or other
tify it. Thus, if the returns of the fourth letter, cards within the accepted limits (3" X 4 /4 //
1
to
for example, show no profit margin over costs, 1
4 /4 //
X 6") take 5^ postage. Double cards
the series is discontinued. original and detachable return cards —take 10^
In sales correspondence, however, whose or 5^ a card. Cards outside the given dimen-
purpose is to solicit the trade of new dealers, sions require 6? postage at the letter rate.
the campaign is never-ending. One large com- Without plainly marked designations such as
pany analyzed the record of 350 of its best cus- "Post Card" or "Private Mailing Card" or
tomers to determine how many years of cor- "First Class," cards that do not carry writing
respondence had taken to get the accounts.
it will be classified as third-class mail.
The analysis showed that 52 had been booked
the first year; 82, the second year; 33, the third
Air Mail rates are, currently, W an ounce
or under for letters, and 8<* for post cards.
year; 10, the fourth year; 3, the fifth year; 8, Second-Class Mail includes newspapers,
the sixth year; 29, the seventh year; 2, the magazines, and other periodicals that carry
eighth year; 11, the ninth year; 14, the tenth notice of second-class entry in the publication.
year; and 70 in more than ten years. Data was The rate is 2^ for the first two ounces or under,
inconclusive for the remaining 36. and 1^ for each additional ounce or fraction.
Sales correspondence for dealer trade is Second-class mail may be registered if postage
never-ending. at the first-class or air mail rate is affixed.
Third-Class Mail includes circulars and

POSTAL INFORMATION other printed matter (except second-class pub-
Since the mails constitute one of the key lications, proof sheets, or corrected proof
tools of the direct-mail business, it is wise, of sheets with manuscript accompanying them).
course, to know that tool. It is strongly recom- It also includes merchandise, farm and factory
mended, therefore, that the Postal Manual products, etc. The weight limit is 16 ounces
and the rate is M for the first two ounces and Third-class matter mailed in bulk must be
2? for each additional ounce or fraction. presented in quantities of at least 200 identical
Third-class mail mav be sent in bulk at pieces. These must be separately zip-coded and
special rates. At least 200 identical pieces must presortedby zip codes.
be mailed at one time. Third-class mail (but Each mailing must be accompanied by a
not bulk-rate mail) may be insured or sent statement on Form 3602, filled in and signed
C.O.D. by the permit's owner, showing the permit
Fourth-Class Mail (Parcel Post) includes number, the class of the mailing matter, the
printed matter and merchandise that weighs number of pieces, and the weight of single
over 16 ounces. Sealing of Parcel Post is per- pieces. On third-class matter paid at pound
mitted. rate the mailer's statement must show the
Book Rates are 16$ for the first two pounds number of pounds for mailing.
and 6$ for each additional pound, provided that Matter bearing permit indicia must not be
no advertising matter other than incidental an- distributed otherwise than through the mails
nouncements of other books are enclosed. and may not be mailed at a post office other
Complete books of 24 pages or more, if at least than the one shown on the indicia. Otherwise
22 pages are printed, are classified as books for the permit may be revoked.
this purpose. Third-class bulk mailing of books Precanceled stamps and postage -metering
permits 200 identical pieces or weights of 50 indicia are also permitted in bulk mailing. No
pounds of separatelv addressed pieces mailed charge is made for the permit to use pre-
at one time, at the rate of 1 2 $ a pound. canceled stamps in bulk mailing, but some
special conditions must be met. Postage must
IMPORTANT SECTIONS OF by
be paid for by the piece instead of the
POSTAL LAWS determined by
pound, and the mailing cost is
Section 134.22. Direct mailers should be weighing at the post office. Conditions for
acquainted with this section of the Postal postage-metered indicia are identical except
Manual dealing with bulk rate regulations. that the words "Bulk Rate" must be incor-
Section 134.22 permits mailing third-class porated in the metered design. Postage-
matter in bulk at pound rates. Printed indicia metering machines may also carry an
may be used. This requirement applies also imprinted advertising message as part of the
on mailings carrying the minimum per-piece design.
charge. Bulk mailing saves stamping and meter- Section 131.23. This permits return of busi-
ing time and labor. ness-reply mail without prepayment for de-
Permits for this privilege are obtainable at tachable cards or postage-guaranteed envelopes.
the local post office by filing an application Postage is paid only on matter mailed back by
form and paying an annual $30 fee plus a $15 prospects. They go first-class and must follow
imprint fee if printed indicia are used. The as- these conditions:
signed permit number is incorporated in the Business-reply cards must be within the
standard indicia form and printed on en- maximum 4 !4 " X 6" and minimum 3" X 4!4"
velopes, labels, wrappers, etc. Hand stamping sizes for the minimum rate.
the indicia instead of printing them is per- Cards and envelopes must bear printed in-
mitted also. dicia. Cards may be prepared as reply portions
of double post cards or as folded cards or as post-office box holders and star-route box
inserts. holders. This makes it unnecessary to include
Colors may be used, but light colors for the name and box number. All that is required
address readability are preferred. is to print on the envelope, label, or wrapper
Permits are granted, without charge, on ap- the name of the post office and the state or the
plication. Business-reply envelopes cost 8^ words, "Postal Patron, Local."
each: 6^ regular postage plus 2£ for the extra
Cards cost 70; plus 20 for the extra
GOVERNMENT REGULATIONS
service. 5^
service. Direct mail business falls under regulation

Form 1510. If a cash remittance is lost in by the following government departments or
the mail or a valuable mailing is claimed as not bureaus:
received by the customer, Form 1510 can be The Federal Trade Commission, which pro-
used for tracing. tects the law-abiding businessman against un-
C.O.D. Orders. Form 3877a, for which fair competition, and the consumer against
there is no charge, is used for C.O.D. orders. fraud and misrepresentation;
The post office assigns a series of numbers to The Foods, Drugs and Cosmetics Adminis-
the applicant and the monev order that the post tration, which inspects products offered for
office sends to the mailer in pavment of the sale, and tests samples in its laboratories to see
C.O.D. charge will show this number in the that they meet claims made for them and that
space usuallv used for the name and address of they are no hazard to health;
themonev order purchaser. The Post Office Department, which acts to
Reaching Box Holders. The Post Office prevent lotteries and the circulation of fraudu-
makes available a simplified form for reaching lent or obscene matter.
ericarc
MAGAZINE
640 FIFTH AVENUE • NEW YORK 19.N.V. . PLAZA 9-1 ooo
February 26, 19
BZRE'8 NBWS BIO HEWS!
"Hieattached advertisement is another indication

of how TE3 AMERICAN HA0A7INB is moving ahead on
all fronts*
?or the first quarter of the year, THB AMERICAN

MAGAZINE again reporte significant gains in
advertising space and advertising dollars:
1st Quarter ^964 vs let QuarterJI9S3
ABVBRTI8IN0 LIMAOB UP 10*

ADVSRII8IN0 INCOME UP 15g
Compare gains in advertising spaoe and dollars

for this period with those estimated toy any
other general family mages ine!
8inoerely yours,
I.R. Chenoweth
Fig. 28. Letter to advertisers pointing up in a highly concrete way the specific eco-
nomic advantage of magazine advertising promotion.
$
arch 12, 19
Dear Student gubsorlbari
<Jf lay I Just slip » page Into your notebook to real ad you
® actually
— tut year TUB
—
subgcrlptlon will ahortly need renewing?
«r»n without this reminder —

yew notebook sight well
oall to Bind son* good reasons for renewing your subscription.
Just lot M OUtllnei
Tour aotobook holds an invaluable record of the hours you've spent

In lecture end library or laboratory —
notes of the things you're read and
obserred and experimented on and listened to. It holds a lot of facts and
Ideas you want to know and remesber.
And eo doaa Tim, into each Issue of TUB go the notes TUB
correspondents and editors have been taking all week —
— wherever the ne«s Is happening —
In the rice paddles of Indo-
Chlna or a Senate coanlttoe room, at a Broadway first night,
fathome deep In an atom-powered sub ...
•- on the business trends and tax changes and draft laws that
will touch your life and plans ...
— of things to Interest or aense yon, from Husio to Hlscellany
TIME'S reporting of the newe Is worth reading not only to spark your
political arguments or guide your after-oollege plana or spice your wit •
®.
but for its immediate usefulness in your education. One Senior pute it
this wayi
"TIHS is of measurable ralue in keening abreast of current

information. TIKB readers here are better Informed, and
Show it In polltlos and economies courses."
a course in TIMS (although no snap) takes only half as

evening a week of required reading.
The Half Price Student Hate ($3 instead of 96) Is a lot lass than
the average textbook ooeta these days. (Bo cash needed - we bill you
later.)
COBCLUSIOB: It's a good idea to doodle your name on the enclosed

postpaid order card and send It right bank, to keen up your news-average
daring the eoalng year.
Cordially.
w\.Owv
U9 Circulation Director
P.S. Just mail the card today and you won't need to put this reminder la
your notebook..
Fig. 29. Hanging indentations, marginal illustrations, ruled notebook paper, and
other devices allow the copywriter to develop the analogy, brightly and wittily,
between the magazine for which a renewal of subscription is being sought and
school-study and preparation. In addition to the inducement of the special student
offer, those virtues of the magazines are emphasized which most immediately cor-
respond to students' needs and interests.
MEMBERSHIP SOLICITATION
Data
E?ar
Your interest In becoming a member of the American Hotel Asscci-
ation is appreciated.
The American Hotel Association is a federation of state and
regional hotel associations. This means that in the case of
(HAMS OF HOTEL & CITY) , it would first be necessary for youi*
hotel to become a member of the (STATS ASSOCIATION) . This is
a very strong association and does a magnificent Job for its
members in legislative and all other matters pertaining to the
welfare of the hotel business in the State of .
Immediately upon becoming a member of the Hotel Asso-

ciation, every member hotel is entitled to the full use of the
facilities and services and identification of and with the
American Hotel Association.
The Secretary of the Hotel Association is Mr. ,
located at (STREET ADDRESS AND CITY) . If it is in conformance
with the policy of our hotel association In , I am
hopeful that in the very near future we will be receiving instruc-
tions from Mr. to identify the (HOTEL) with the
Hotel Association and, therefore, with the AHA.
Cordially yours,
CRICN E. LANDMARK
CC: (NAH8 CF SECRETARY)
Fig. 30. Association membership solicitation calling to the prospective member's

attention some of the advantages of affiliation.
640
February 5* 19
Dear TIKE Subscriber!
Tou might call this a "double last chance" letter.
For it's my last chance —

before your TIKE subscription
expires this month —to remind you of TIME'S bargain long-term
renewal rates. And it's your last chance to renew that sub-
scription without missing any copies I
I hope you've been reading TIMS much too long now to be

willing to miss any of
TIMB's clear roundups of each week's important news •••
The TIKE Cover Stories that introduce yon to so many

fascinating people ...
TIME* s sprightly accounts of the worlds of books, music,

medicine, art, science ...
— and all the other things that make "TIME night" a

special event each week.
So won't yon please sign the enclosed card and fly it back
to us at our expense today —
For only if we receive your orier by return airmail can we
keep TIME cooing each week without a break in your subscription!
Cordially,
2KA:P Circulation Director-
Fig. 31. Prominent reminder and hanging indentation are used to solicit
renewal of subscription and to call attention to some of the magazines most
attractive features.
CHAPTER FIVE
CREDIT LETTERS
In most business concerns credit and col- ticularly essential in merchandising. It enables
lections are the responsibilities of a single de- the merchant to carry a larger and more varied
partment. This unified control is logical be- stock than he would be able to on a rigid, cash
cause the two functions are closely related. basis. It makes possible greater and more di-
The manager of such a department, if he fol- versified services to customers.
lows a careful credit policy, reduces collection Once restricted to the wealthy, credit has
problems to a minimum. Moreover, he makes become a convenience available to the man
the process of collection an extension and illus- in the street, through the spread of installment
tration of his credit policy, so that the act of buying, loan banking, and other measures.
collection educates the delinquent customer Almost all major department stores and retail
and becomes a preventive measure against po- mail-order houses have charge-account facili-
tential further delinquency. ties,and through the use of credit cards such
In collection letters it is better to use the as those issued by Diners' Club and American
department designation of "Credit Depart- Express it is possible today to buy on credit

ment," or the identification of the writer as almost anything from a flower corsage to an
"Credit Manager," rather than "Collection De- around-the-world trip. Credit is now part of
partment" or "Collection Manager." Only in the American system at every economic level.
the very last stage, when pressure must be re-
sorted to, should the relationship be thought of CREDIT RISKS
as other than a credit relationship.
Most people are honest. That is the lesson of
credit buying. Those who aren't are too few to
USEFULNESS OF CREDIT discourage the adoption of credit systems. And
Sometimes, under the strain of harassing by the pres-
the borderline cases are kept in line
credit problems, some businessmen sigh for the sures of our business-minded society, which
return of the supposed good old days when makes the loss of credit standing in the com-
practically all business was on a cash basis and munity too distressing to be risked. Therefore
there were no "headaches." But then the glory enough, today, for a person to be employed
it is
of the American standard of living, which is and to be able to present the names of his em-
virtually based on credit, would have to be ployer, doctor, minister, or other reputable
sacrificed. The modem, American way of busi- persons in his community to obtain credit for a
ness would be inconceivable without credit. large variety of transactions.
Credit makes possible the diversity and vol- Naturally, easing of credit has complicated
ume of modern American business. Credit fa- the tasks of the credit manager. His problems
cilitates every type of business, but it is par- are no longer as simple as in the past when little
78
.
TO* National Bank Company

or ncw yo»k
BUDGET-LOAN APPLICATION
T)ilt apflleaieaa eUlrt , !__. b aubetitted to abula • ku tt I ,
.taoMka, plTtM. Ml ta»_
for the auraoac «f:
PERSONAL National Gaard— n _

Art too » J
timber cf 1 Rcarm_ Force. laactiva: D
No. o(
,s,n,le Q llnM Q Scntrtlrd Q (!fu*t of W«e for H.rbtod; Ltefkradtata
ll..r»t Tea.
AJdrce Ape N'o. No.
" Vn." Mot.
Kern T To What. Atveani DWeAljr
Mi Paid f DH-i»»>-
Hiwil" («*ni)
Vnr and Male
ol Car Omed
Nrareat Relat
Not L.nnc W "il Me
UNtra.) (Addrtae) (RtUliortabip)
atPLOVMENT OC BUSINESS
Emii|o>-f<d by
S*J( emuloYed 8. Drpt Poailin
(Firm h'aaar, fn. Baa,
Trt. Name of
Adetrea* No. Superior
Kind ••' Sibrr 1 Q Week

Hu'tnf,i I'orNarialln 1 Q Month
I'rrrrOUl No. of N.n* of
Kofanr Yet. Superior
r oikta Otkef Nam* Ait.

k lacomt I, ^Soorco Win
. • Earner BtUilOTihip.
TrL No. .
I Name ami Addrrtft of
[ Kin|l-->er X* Vn._ -Sabrr I.
AAE YOU PRESENTLY INDEBTED?.

IP YES—UST DETAILS IP NO—UST DETAILS OF OBLIGATIONS PAID WITHIN LAST * YEARS
Name Addrets Due Incurred Oririnal Am*. Fretrnt Bal. Arot. Mo. Fjtft. Arm. Put Dot
ARE THERE ANY JUDGMENTS RECORDED. OR CARNTSKMENTS ][ yet, explain

OR OTHER LEGAL PROCEEDINGS PENDING AGAINST YOUf
Have YOU EVE* B££N SVEDt If yet. explain
Date of Urt
Ifatinria Rf(rfrr>c* Tra Miction
(Nana*) (Addrwa)
Art yam at prevent » For At WKal
ig mikcr on any loam* Whom * Baoki*
Pjnk w.ta
n Cacckiaf
Breach U Sarnap
(Addrea*)
Amount
Liff Int. Cl»h Value AmL Borrowed Ajptinjl
A* aecurily (or thij loan I offer the collateral on reverse tide.lilted
l«an it (ranted on t>»aia of (hit application, jroo iKall be entitled to take la advance Intereit computed at a diacouat rate of not mort than -0O9J2 pcf
If
axrtiib on
unpaid principal balance* deddtted in advance. You arc authorised to pay proceed* aa followi ;— •>
3 In bind D
Credit my arcount D
By ordinary mail at my riak to mc or to following peraona compaoicar— m
(Name) (Addrev) (Awt.)
(Nane) (Addme) (Aj*.)

Cuttoaocr deairet to do buaioeae with
Brascb.
(Addrctt)
Yn ire authorised to dedact month!, parment. Iran n., aaeint. or Chechia*- fteeoonl with yoo
I cemf, that I ta„ read the loraaaiac aaaaera and aire toted the abort toner ituj check aaitt.
antil tbta Ion i. paid ia fatt. Yet N't O O
tad tktt the* tre trae tad eorrtct taxi trt none far tkr
.*i.,n.n, credit, tad that rn
arc milled to rdr therm a/itboal obtalaiaa? farther information,
bat tkie U aat to be enatraed to rettrict aa aar tar i n,
>oo .tab It aaake. If tk.t jppltcailor. ia no. tpproeed, I Mtboeitt
rn
to eetara la. atee br ardiaarj rata al are tale riat aad ta retaia rat tnlicrio. far »
Fig. 32. Application to a bank for a loan, for personal or business reasons. This
form, with perhaps few and minor variations, is a standard one used by most banks
for this purpose.
more was necessary than to examine the finan- your way clear to extending credit to me. You
offered assistance in other ways, such as various
cial statement of the applicant for credit and
dealer helps, cash discounts, and advice which
to look up his listing in a credit-rating direc-
I found very fyelpful and for which I take this
tory.
opportunity again to express my appreciation.
You also expressed confidence, at that time, that
REQUESTS FOR CREDIT I would soon establish myself in this field. You
knew of my experience in it and you were kind
Usually the request for credits is incidental; enough to express a good opinion of my ability
it is frequently part of a first order given to a and earnestness. You suggested that when I
salesman. When the salesman turns in the judged my business to be sufficiently well
order, the credit manager of his concern begins established, I should again apply for credit.
making credit inquiries, as will be explained

I think that time is here. Your records will
later in this chapter.
show that my business with you has steadily in-
creased. I have a fine list of customers, includ-
Sometimes orders are mailed in by a cus-
ing, now, some of the most substantial houses in
tomer, responding perhaps to trade advertising this city and a growing clientele in neighboring
or a catalogue mailing. Such orders are usually communities.
accompanied by letters requesting credit, such The Bank, which carries my account,
as the following: will be glad to furnish you whatever informa-
tion you consider necessary and you may also
Dear Mr. Bingham: refer to the following business concerns:
open an account for us with the at-
Please
tached order for a dozen of your new line of fans
as advertised in the current Electric Age.
The three references listed below include an

officer of our bank and two merchants in this
city. I am sure they will supply you with such
information as you may require relative to our
financial statusand record.
I believe we can do well with this merchan-
My further business growth now requires
dise, provided that we can have time for proper

credit. The expansion I am planning is conserv-
display and other promotion, in which, we

ative and fully justified by the business situation
understand, we will have cooperation from you in this community. I shall therefore appreciate
in dealer helps and cooperative advertising. your extending a line of credit consistent with
Your completing your credit investigation as

my progress, my capital investment, and your
early as possible will be to our mutual advan- past experience with me. I look forward to a
tage. prompt reply and, I hope, the continuance of a

pleasant and mutually profitable relationship.
Yours truly,
Yours sincerely,
A. B. Sutton
A. M. Hopkins
Below is a letter requesting credit, from a
customer who had hitherto bought for cash:
CREDIT INFORMATION
Dear Mr. White:
The information sought in credit investiga-
It is over a year now since I started in busi-
ness. At that time you explained view
that, in
tions is often derived from various sources and
ofmy restricted capital and the fact that this was covers personal as well as financial data. The
my first business venture, you could not see sources may include the salesman's judgment,
reports from the and confi-

applicant's bank, tically than the merchants of a town with more
dential information from other businessmen in diversified industries.
his community. The data should include the In considering a credit applicant's capital, it
applicant's prospects for expansion, the trade isnot enough to be told the gross amount. The
situation in his community, his previous busi- wise credit manager will wish to have a break-
ness activities, an idea of the way he conducts down of the applicant's capital resources. How
his business, his record for meeting his bills, much of it consists of bank deposits? How
etc. It must also include personal data. Ob- much of it is in secured notes? How much of it
viously, an applicant who isknown to drink consists in accounts outstanding, stock values,
heavily, or who plays the races, or who lives plant and fixtures, real estate, etc.? The credit
extravagantly, is not so good a risk, other things manager will want to have an understanding of
being equal, as a more sober type of person. For ex-
the fluidity of the various properties.
Even a financial statement may require a ample, a firm with a large proportion of its un-
little scrutiny as to what may be behind it. A deposited capital in marketable goods is a better
businessman with small capital may be a better credit risk than a company with a large propor-
when other factors are taken into account,
risk, tion of its undeposited capital in the less readily
than a man with a much larger capital. The convertible form of real estate.
man with small capital may have accumulated As far as possible, the reported assets should
what he has by hisown enterprise and exertion; be analyzed. How many of the accounts out-
the man with large capital may have acquired standing are long past due? How many of these
itby sudden inheritance. In the latter case it accounts are secured by good notes? Are the
would be advisable to look into his past record. notes held in a farming community? If so, then
Large capital can melt fast under poor manage- the season in which they may have to be called
ment. in becomes important. Such notes are better in
Also a previous failure should not necessarily the harvesting season than in the planting sea-
rule out a credit applicant. The circumstances son.
of the failure should be looked into. For ex- How are the assets distributed? Are the
ample, the shutting down of a large plant in a credit applicant's investments of a kind that
town with few industries may force even the may be converted readily and without loss,
most efficient merchants into bankruptcy. should the need arise?

Furthermore, many merchants have learned
business lessons the hard way, through failure,
GRANTING CREDIT
and have as a result become better businessmen
and, consequently, better credit risks. It should be clear from the foregoing that to
Other factors to be considered are whether extend credit without the most careful credit
the credit applicant's community is experienc- investigation and without the closest analysis
ing growth or decline, whether the competi- of the ascertained facts would be to invite
tion he faces is heavy or light, whether the trouble. Laxness here only serves to encourage
community has few industries or many. For laxness in the customer. If the latter feels free
example, in a town that is mainly given over to order whenever he feels in good spirits, he
to textile manufacturing, a drop in cotton is likely soon to be overstocked. Then he will
prices or sales will affect merchants more dras- be unable to meet his obligations, and the care-
less creditor will be confronted with a prob- ment of terms. Then, as a necessary prelimi-
lem caused by his lack of caution. A "soft" nary to filling the order, a financial statement
credit policy can be a disservice to the cus- should be called for, to be returned promptly,
tomer, who is left with a damaged credit rat- in order that there be no delay in the shipment
ing. of the goods. This request is made, however,
Careful credit relations can educate the cus- only when your firm does not check credit
tomer. He is thereby unobtrusively guided into through an established credit rating agency.
wise buying, the avoidance of overstocking, While waiting for the applicant's reply, the
and the enjoyment of a consistently high credit credit manager will assemble and analyze all
rating. the information he can secure from other

sources. He will get the salesman's opinion of
CREDIT LETTERS the applicant. To the extent that the order or
A good credit policy operates with the aid the prospective customer's situation warrants
of effective credit letters. In these the first es- it, he will apply for additional information
sential is tact. Businessmen are naturally sensi- from the pertinent bank, from credit associa-
tive about their credit standing. Clumsy in- tions, from businessmen in the community, etc.
quiries can give needless offense. As far as pos- Below are samples of credit inquiry letters.
sible, let the customer feel that the questions The first is a letter to the credit applicant:
you ask him are intended to help you give him Dear Mr. Miller:
better service and protection against over-buy- I thank you for your order of October 20
ing. which our salesman, Mr. George Burns, has just
Firmness and consistency are also very im- turned over to us. It is a pleasure to add you to
portant. Be conservative as to promises. It is our list of customers. I feel confident that you
will be satisfied with our line and with our serv-
better for a customer to be pleasantly surprised
ices, which include a considerable amount of
by unexpected concessions later than to have
cooperation in the form of displays and various
great expectations and be disappointed.
sales helps and analyses of trends and merchan-
dising methods. Mr. Burns' report is such as to
THE CREDIT ENQIHRY lead us to believe that such efforts with you will
The first step is a letter requesting informa- not be misplaced.

As Mr. Burns has no doubt already informed
tion from the credit applicant.
you, our terms are (state terms precisely).
Such a letter may be of two sorts an indi- — However, before we can open an account for
vidually written letter or a form letter. As in all you, certain routine but necessary information
business correspondence, individually written will be required. Please fill out the enclosed form
letters are preferable. Sometimes, however, the and return at your earliest convenience.
volume of correspondence makes this imprac- The goods you ordered are among our best
sellers. We should like to get them to you with-
tical.
out delay because they will be good items for
In either case receipt of a new order should your holidav trade, and your prompt response
be gracefully acknowledged. Pleasure should willbe of benefit to us both.
be expressed over gaining the new account With best wishes for a prosperous holiday
along with a reference to the hope for mutually season, I am,
pleasant and profitable business relations. The Yours truly,
letter should include a clear and precise state- Francis Pell
Gentlemen:
We shall appreciate a prompt reply to our request of

June 14 for a recent financial statement.
We should very much like to proceed at once with your

order; and your attention to this matter will help
facilitate the completion of the transaction.
If the financial statement is not now ready, will you

please notify us as to when we may expect it»
Very truly yours,
Fig. 33. A Credit Department's request for the prospective customer's financial statement. It is to be ob-
served that here, too, the writer employs the "you" attitude; the financial statement will serve the customer's
ends, by facilitating shipment of the requested order.
Letters to the applicant's bank should go willing to give exact data here, too, but may give
the applicant's average balance.
directly to its credit manager, giving his name
Does the applicant settle his loan periodically? An
and title if these can be conveniently obtained.
answer to this question would be a good
affirmative
Be accurate about the applicant's name and ad- sign.
dress. State the purpose of your investigation What is the bank's opinion of and attitude toward
frankly. Also be precise about the information the applicant?
you desire. Don't leave it to the other person Does the bank's record of the applicant's cash de-
what you want know. Questions with the figure given in his financial state-
posits tally
to guess to
ment? Small discrepancies should be expected be-
asked in general terms will be replied to in
cause of outstanding checks. But if the difference
general terms, and you may be obliged to send between the two figures were considerable, suspi-
additional inquiries with all the irritations, em- cion would be justified.
barrassments and delays that such fumbling Other information may be sought for at the
involves. If youmaking other inquiries in
are same time from references furnished by the
town, let the bank know. In all such inquiries, applicant and from credit associations operat-
give assurance that the information you receive ing in the applicant's community. The credit
will be held in strictest confidence. Also never associations that have been formed for that pur-
fail any time, with
to offer to reciprocate, at pose have been a boon to American business.
information you may be able to give. Send the San Francisco has the honor of being the pio-
letter out under your signature and with a clear neer community in this field. The first Ameri-
indication of your position in the firm. can credit association was formed there in 1 877
In certain cases your bank may be willing to by the city's Board of Trade. This type of or-
conduct a credit investigation for you. But ask ganization has been established in almost every
for such services sparingly. The bank, natu- sizable business community in the country.
rally, will balk ifyou make it appear that you Most credit managers, today, are members of
intend to use them as your credit department. the National Association of Credit Men and
The information usually sought in a credit avail themselves of its many useful services.
inquiry to a bank includes the following: The following is an example of a credit in-
How long has the bank had the applicant's ac- quiry sent to a businessman named as a refer-
count? (If a short time this may indicate a tendency ence by a credit applicant:
to change banking connections, in itself an unfavor- Dear Mr. Gray:
able sign.) Mr. Arthur Wallace of your city (if a large
What is the applicant's line of credit. Is it granted city, give his address) wishes to open an
on an open or a secured basis? If accommodation has account with us and has given us your name as
been granted on secured promissory notes, what have a reference.
been the amounts and how frequent have been the We shall be grateful to you for any informa-
loans? (Indicate in your letter, that you will appre- tion you can give us regarding his business and
ciate a reply in general terms if there is a reluctance for your opinion of his reliability and his
to give exact data.) business prospects. Such information will be
Are balances commensurate with the line of treated in utmost confidence. Be assured, also,
credit? It is generally expected that an average bal- that any time in the future, if we can recipro-
ance of twenty per cent of the loan will be main- cate with similar information, we will do so
tained. Where the balance falls below that figure it gladly and promptly.
would generally be considered unfavorable to the Sincerely yours,
applicant's credit standing. The bank may not be Abraham Addis
The following is an example of a more de- any amount or percentage past due? (A general
tailed inquiry letter to the applicant's bank: summary will be satisfactory if exact figures can-
not be given.)
Dear Mr. Sparkman:
We
understand that you have had dealings
with Mr. William Strand who wishes to open Would you consider your business relationship with
an account with us, and that you are therefore this applicant a generally satisfactory one?
in a position to furnish information helpful in
determining a line of credit for him.
We shall be grateful to you for answers to Have you any reason to suspect that this applicant's
the questions listed in the attached form and for

business situation has changed and that he is not
your general opinion as to Mr. Strand's charac- so good a credit risk now as he was formerly?
ter, habits, and business ability and the financial
standing of his business. We will, we can assure Please furnish any other data that might have bear-
you, keep whatever information you give us in
ing on this applicant's credit position.
strict confidence. And we also wish to assure
you that we will gladly reciprocate with similar
information on any occasion you may desire it.
Since the merchandise Mr. Strand wishes to The following is another type of inquiry let-
order is seasonal, we should like to act on his ter that may be sent to a reference furnished
credit status as quickly as possible. We would,
by the applicant:
therefore, appreciate an early reply, for which
we enclose an addressed envelope. Dear Mr. Furness:
Mr. Oscar Dahl, who is seeking to open a
Yours sincerely,
credit account with us, has included your name
Clifton Avery
in his list of references as a concern he has been
Below is the attached inquiry form: doing business with. We shall be glad to have
from you any information that will help us ob-
Re William Strand (Firm name, address and date)
tain an estimate of his reliability.
Is he now a customer of yours?
Will you be good enough to inform us about
his payments? Are they regular and prompt?
How long has he done business with you? What is your judgment of his present financial
position? Is it better or worse than when he
began to do business with you? Are his business
What credit do you extend to him? prospects favorable? Is the general business situ-
ation in his city favorable?
any information we
Please rest assured that
Does he earn cash discounts? receive from you will be kept in strict confi-
dence. And, of course, any time we may be in a
position to reciprocate, please call on us.
If not, does he make prompt payments when due? Mr. Dahl is pressing us for the earliest pos-
sible delivery of the goods he has ordered. We
would, therefore, appreciate a prompt reply
If he asks for extensions, how often does he do so
and are enclosing an addressed envelope for
and for what length of time? (A general answer
your convenience.
will be satisfactory.) With thanks for your consideration of this
matter, I am,
Unless this isyour policy please state how

against Yours sincerely,
much he currently owes you; and of this sum is D. A. Barlow
The following is a specimen of an answer Our own opinion, however, is that a firm
that undertook such education would require
(favorable) to a request for credit information:
much patience and would be taking risks. We
Dear Mr. Barlow: prefer not to hazard it.
We are happy answer your inquiry about

to
Yours sincerely,
Mr. Dahl immediately and favorably. As he has
A, V. Laidlaw
correctly informed you, we have been doing
business with him for the past three years. In
all that time our relations with him have been LETTERS GRANTING CREDIT
consistently and entirely satisfactory. He has
Letters granting credit should open with an
met every invoice promptly. Our records show
not a single past due payment. expression of satisfaction over the information
We have no reservations in recommending received either from the applicant or from his
Mr. DahL references.
Yours sincerely, A department store approving a charge ac-
Howard Furness count sent this letter to the applicant:
The answer (unfavorable) may take the fol- Dear Miss Perkins:
lowing form: We happy to tell you that our check of
are
the referencesyou named in your application
Dear Mr. Barlow: for a charge account was completely satisfac-
In answer to your inquiry about Mr. Edward tory. You are to be commended on the high
Brooks as a credit risk I am sorry to inform you esteem you have won, and we are pleased to
that my reply must be in the nature of a warn- welcome you as one of our charge accounts.
ing. Your listing has been entered and you may
Even his statement that he has been doing phone in orders today if you wish. Incidentally,
business with us for three vears is characteris- telephone orders will receive as prompt and
tically inaccurate. Our relations, it is true, are courteous attention as you may expect when
in their third year, but the third year has barely shopping in person.
begun. He would have been more correct to For any special problems such as matching
say that he has been doing business with us for or choosing gifts for difficult cases we have a
two years. person, experienced in out-of-the-ordinary
They have not been pleasant business years. shopping, who is always ready to help you.
After seven months' experience of delays in Her name is Miss Genevieve Adams, and you
payment and indifference to our correspond- may call on her at any time.
ence we were obliged to withdraw credit privi- Also, as a charge account customer, you will
leges from him. Since then his dealings with us receive advance notice of events valuable to
have been on a strictly cash basis. Only threats shoppers. When new styles come in, you will
of legal action secured settlement of past due be informed several days before the general
accounts. announcement is published. Similarly, when we
Frankly, we are mystified by Mr. Brooks and hold a sale, you will be told in time to make a
his business behavior. His continuing with us first selection. We are happy to be able to ex-
on a cash basis for so long has surprised us. The tend this service to you right now. There will
amount of business he has given us has been be a forty per cent markdown on better slips
considerable. This would suggest that his finan- this coming Friday. You can have a choice of
cial position is actually not a bad one. Perhaps them tomorrow or the day after before they
other houses may succeed where we failed— by are put out for public sale.
educating him to a better way of conducting In regard to terms, our practice, as you have
his business. probably already been informed, is to send out
Business Letter Writing Made Simple 8?
statements to reach customers the first of the mation in the statement was entirely satisfac-
month, for payment within that month. This tory. The goods were shipped this morning via
has proved to be most satisfactory to our Jersey Central and should reach you within
customers. two days. We are happy to welcome you
If you have any questions don't hesitate to among our accounts which, we take pride in
ask any department head. I shall be happy to saying, are a select business group.
have you on me if you have any question
call Your special order for ten dozen assorted
about methods of payment or terms of pay- pairs of our new Two Timer Sport Shoes in-
ment, etc. dicates your alertness to buying trends. This
Once more, we welcome you to all the serv- style is proving one of the best we have ever
ices this store has to offer. offered, because people want ruggedness built
into sport shoes without detracting from the
Yours sincerely,
outer details of good appearance.
Arthur E. Ives
We are looking for dealers who see all the
possibilities of this line and are ready to push it
A letter from a manufacturer or a whole-
in their community. If you would undertake to
saler to a dealer, expressing satisfaction with
do this in your city, we shall be glad to furnish
the information received from him or from his
you with special dealer helps, to share on a lib-
references, should state in one of the first para- eral basis in the cost of advertising in local pub-
graphs that the goods ordered are being lications, and also to put before you a novel
shipped. That information, after all, is what merchandising plan that has brought unusually
the applicant most wants to hear. It is the most

good results to every dealer who has tried it.
Please let us know

once if you are interested.
at
concrete evidence that credit has been granted.
Our Mr. Shane, when he last called on you,
The information should include the exact time probably told you on what terms we extend
and means of shipment. credit. Invoices are sent with each shipment and
The letter should also, of course, have a plain the terms are 2/10 net thirty days. No cash dis-
statement of terms to prevent any later possibly count will be allowed on payments received
disagreeable misunderstanding. There is no after the ten-day discount period. In any event
harm, at this point, in putting in a word about we shall expect paym<yit in thirty days. We are
sure your own business experience will favor
the value of prompt and regular payments for
strict adherence to terms.
a mutually pleasant and profitable business re- can be of service in any way, please do
If I
lationship. not hesitate to call on me.
Nor is any harm done in introducing a sales We look forward to a long and pleasant busi-
talk on the articles ordered. It will provide the ness relationship with you.
opportunity to emphasize such special coopera- Yours sincerely,

tion as your firm offers in the way of dealer Edwin Davenport
helps, shared advertising costs, sales sugges- Credit Manager
tions, and other services. This kind of practical
assistance builds up confidence in you and in
SAYING "NO" GRACEFULLY
your merchandise and induces the customer to
push it. Here's an example: On occasion the business letter must convey
Dear Mr. Whitaker: a refusal — a refusal to extend credit, to lengthen
We thank terms, to submit a bid, to grant a discount, to

you for sending us your financial
statement promptly. We have been thereby en- make an adjustment, or to contribute to a
abled to fill your order at once, since the infor- cause. In practically every case, your object
is to say "No" in such a way as to retain good the art of saying "No" gracefully. It takes a
will. little and thought, but once mastered

effort
Here are six suggestions that will help you: will help you all through life, not only in writ-
1. Answer Promptly. An immediate re- ing better letters but in all your relations with
sponse makes a favorable impression. It is also people.
more considerate because it gives the inquirer

more time to make alternative arrangements. LETTERS REFUSING CREDIT
2. Be Friendly. A refusal can be friendly, Dear Mr. Landis:
tactful, and courteous. It is not necessary to
Mr. Aswell, our representative in your ter-
slam the door in a customer's face. As one ritory, recently turned in your order for six
writer puts it, "If you must shove away busi- dozen assorted tires, for which we thank you,
ness, hold the customer's hand as you shove." along with your request that we open a credit
Explain Why. Early in the
3. letter, make account for your firm.
As part of the customary credit investigation
clear the reasons for your refusal. Be as definite
undertaken in such cases we asked vou for a
as you can. "It's against the company policy"
financial statement and other information. On
is vague and annoying. Put your explanation
the basis of the information received, we regret
on a believable, frank, man-to-man basis, if you to say that we must defer granting you a line of
want the customer to accept it without resent- credit at this time.
ment. By implying, "I wish we could, but Our judgment is based mainly on your pres-
. you will soothe his ruffled feelings.

.
." ent limited capital, and the short time you have
had to establish your business.
4. Emphasize the Positive. If there is
Where we defer opening an account, we sug-
some angle of your refusal letter which permits gest a period of doing business on a cash basis
a positive action or affirmative answer, put the and watching further developments. We would
emphasis on that angle and soft-pedal the re- welcome your business, remittance with order
fusal. For example, if you can grant an alterna- or CO.D., as a tentative arrangement.
If there are factors in the situation which
tive, start your letter with, "I am glad to say
have escaped us or to which you think we have
that we can . .
." and put the refusal at the
given the wrong weight, please write us. Bet-
last, rather than starting with the refusal and
ter still, if it suits your convenience, call on us
then offering the alternative. You will readily here in person. We will be glad to have any
understand the psychological advantage of this facts that will justify reconsideration of this
procedure. matter.
Don't Overdo the Apologies. A cour-

5.
We trust you can see our position, and we
shall be pleased to cooperate with you in every
teous explanation is more convincing than pro-
way consistent with our credit policy.
fuse apologies.
Yours sincerely,
6. Make It a Sales Letter. If you can't
James B. Kennedy
grant what the customer wants, don't simply
say so and sign off. This type of letter is no ex-
ception to the rule that every business letter LETTER SUSPENDING CREDIT
should be a sales letter. Add a positive wish to Dear Mr. Hancock:
be of service in some other direction, despite We thank you for your order which we re-
this refusal. ceived in this morning's mail. It is being pre-
Every person who writes letters can acquire pared for shipment but there will be a small
Business Letter Wrifing Made Simple 89
delay. We regret this delay because we like to called to your attention. However, although
give as prompt service to our customers as pos- several statements have been sent you, these
sible. bills remain unpaid.
The delay is occasioned by the fact that there It is our policy to suspend credit in all cases
are three months' bills outstanding in your ac- where past due bills have been allowed to run
count. It will be necessary to hold up shipment this far. We therefore request that you send us
on this order pending settlement of these past a check in settlement of the account, by return
due bills. mail, so that your order may be filled without
We have shipped you two orders since your further delay.
first past due bill. We thought this was an over- Yours sincerely,
sight that you would correct as soon as it was Anthony Wright
CHAPTER SIX
COLLECTION LETTERS
A credit manager should not ignore even the TYPES OF APPEALS

first deferment of payment, no matter how In collection letters almost any basis of ap-
prompt and regular a customer has been there- peal is Which it should be will depend on
used.
tofore. The very fact that the deferment is un- the particular case. The appeals most generally
usual is a sign that something may be amiss.
employed are to pride, self-interest, the sense
It is better to find it out at once.
of fairness and mutual good will, and as the —
Deliberate delinquents are few, patience and
consideration should be shown in nearly every
last resort —
fear. More than one appeal may
be, and usually is, used in each letter; and the

case and all through the collection procedure.
appeal used is seldom exhausted in one letter.
The first steps, especially, should be obvious,
Up to three letters may be used, the successive
routine measures that can give no offense.
letters striking stronger on the chosen
If the response —or rather, lack of response
Generally the
note.
respects the cus-
— to these first steps indicates a collection prob-
first letter
tomer's pride and self esteem. Its purpose is to

lem, do all you can to get whatever information
"save face" for the customer, while drawing
is available. It will be valuable in forming a
his attention to the unpaid bill. The suggestion
realistic judgment on the delinquent's readiness
that the bill has been "overlooked" is the com-
and capacity to pay.
monest of the face-saver expressions.
It will be important to learn more than his
immediate financial position. His personal situ-
The appeal to self-interest usually involves
references to the customer's credit standing.
ation or local business conditions may affect
both Because of its importance to a business man, the
his present problems and his prospects for
the future. suggestion that his credit standing is being
However, only a very exceptional case

it is
jeopardized by pay is often
his failure to
that should permit letting things slide. The fact enough to extract payment from him. Other
that he is being dunned usually moves the debt- self-interest appeals include references to dis-
or, psychologically, a step closer to paying. counts and premiums, these will be taken up
As noted before, avoid using the term "col- later.
lection" until the final notice of resort to legal In the appeal to the customer's sense of fair-
action. Instead of "Collection Department" or ness and mutual good will, appeals to his pride
"Collection Manager" use "Credit Depart- and self-interest are usually combined or im-
ment" or "Credit Manager." For as long as pos- plied. Fair dealing is one of the elements in a
sible let the procedure be thought of as part of business reputation. Anything that reflects
the credit relationship. doubt on it would injure business standing.
90
THE NECESSITY FOR CAUTION anger or anxiety instead of the reasonableness
Fear is the most effective of all appeals, yet

and confidence that get the best results. A
patient and considerate attitude is not only
the one that should be most sparingly used. The
best collection procedure is the one where it is
more effective but, actually, more just.
the least used. It should be turned to only as a Most people, as we have already noted, are
honest. If they weren't the credit system would
last resort. Barring exceptional cases, the aim
collapse immediately. If payments are not met
of the collection procedure is to keep the ac-
count while collecting the debt. This objective on time, it is usually not because the debtor
becomes close to impossible after the use of does not choose to. He is kept from doing so by
difficulties for which he deserves cooperation;
threats. Fear almost always destroys good will.
or by poor business policies which the creditor
There are other reasons for caution in the
is often able to correct by good advice, to his
use of threats. If anything in them can be con-
strued as extortion or blackmail, an enraged
own subsequent advantage.
and unreasonable debtor —and debtors are

So, before putting the "squeeze"
collection-letter series, make
on in
sure that the de-

any
often harassed beyond the point of calm and
reason —may use such an expression as grounds linquency is not due to something that calls for
for a lawsuit. Also, never threaten criminal leniency. The customer may be reticent, and it
prosecution; confine your threats to civil ac- may be necessary to find it out from other
tion. During your collection-letter series avoid sources. If you had illnesses in
learn that he has
his family or other misfortunes, your consider-
anything that the customer may allege to be
damaging to Damaging ation at such a time will more than pay off in
his business reputation.
postcard notifications or letters stuffed into good will.
window envelopes in such a way as to expose The letters printed below illustrate the use
of different tones and approaches.
some tell-tale phrase may be used as grounds
for libel suits.
Letter where leniency was applied:
Dear Mr. Vance:

THE "YOU" ATTITUDE We have just heard from our Mr. Howard
Jamison, who calls on you, of your wife's op-
As in other forms of business correspond- eration. Wewere glad to hear that the opera-
ence the "you" attitude is most desirable in tion was successful and that Mrs. Vance is now
collection letters. The function of these letters recuperating satisfactorily. We realize that this
is to appeal to the customer's reason or emo- must have put you to considerable expense and
therefore we regret that we were not informed
tions, not to express the creditor's apprehen-
of it before a reminder of your outstanding bill
sion. Letters that are obviously written by the
was put in the mail. Please do not let it give you
creditor to relieve his feelings may be worse any concern. We know that you will attend to
than ineffective —they may offend the cus- this as soon as you are in a position to do so. We
tomer instead of persuading him. And if it are satisfied to wait until you find yourself able
comes to court action such letters do not do to make the payment without strain.
With best wishes for Mrs. Vance's early re-
the creditor's case any good when read into
covery, I am,
the evidence.
Therefore the creditor should avoid blunt, Sincerely yours,
impatient or sarcastic expressions. These reflect Albert H. Jackson

A debtor answers a collection letter by re- what you tell us we are, of course, granting
you the extension you ask for.
questing an extension:
Sincerely yours,
Dear Mr. Butler:
H. H. Butler
I am immediately answering your letter
about my overdue account. I wish to assure

you that I recognize my obligations and have
no intention of evading them.
INDIVIDUAL LETTERS
When I wrote you before that I was in tem- Wherever possible collection letters (except
porary financial straits I did not go into details.
routine notices of lateness) should be individu-
That was partly because I found it painful for
ally composed letters suited to the special re-
me to do so, and partly because I thought that
you would bear with me in consideration of my quirements of each case. Where form letters
good past record. But it is always best to give are used because of the volume of the necessary
full and clear information. correspondence, the letters should be individu-
What I omitted to you was that I and
tell
ally typed. If the recipient of a form letter
two other members of my family became seri- recognizes he likely to give
it as such, is less it
ously ill at the same time. I was obliged to leave
his attention than if he thinks it is an individual
my store in the care of an inexperienced person
and sustained some losses. One of the illnesses letter. Therefore change form letters periodi-
required hospitalization and surgery, and the cally (many firms change them every three
costswere high. months) so that, if the series has to be repeated,
But I am now back and things are
in the store a customer does not get the same letter the next
in order again. It will be a couple of months,
time he misses payment.
however, before I will be able to settle all out-
standing accounts. So I am asking you to grant
me additional time. THE COLLECTION LETTER SERIES
For corroboration of these facts I refer you
to the Polyclinic Hospital or to Dr. Clyde Ma-
Common practice in collection procedures
han (address). involves three steps. First comes the formal
Sincerely yours,
notice that the account is past due. Then the
personal correspondence urging payment.
Richard Llewellyn
Finally the series of "pressure" letters.
Response to an explanation for late payment: The number of letters used in each step may
Dear Mr. Llewellyn:
vary.The formal notices may run to three, the
personal correspondence to four, the "pres-
We appreciate your prompt and full explana-
tion of your situation. I wish you had told us sure" letters to two. Not only number of
the
this before so that we
might have spared you letters but the intervals between them may
the embarrassment of the second letter we sent vary according to the case and circumstance.
you. We hope you and your family are now There will be more letters and longer intervals
fully recovered. We have every confidence in
between them with good payers than with
your will and capacity to meet your obliga-
those whose records are poor.
tions. If we seemed insistent on having an ex-
planation, was only to have the information
it
necessary to take the right course. If it had THE FORMAL NOTICE

turned out, for example, that our merchandise
If the routine monthly statement, the first
was in any way unsatisfactory, we might have
considered making some adjustment. In view of formal notice, is not paid in time, a duplicate
statement is sent with some note such as "please We should like to get our accounts up-to-
remit," or "past due," typed over date and should therefore appreciate receiving
it conspicu-
your check in the next few days, preferably by
ously, or on a small piece of paper clipped or
return mail if possible. We enclosed a stamped
stapled to it. Some firms use a message that is a
and addressed envelope for your convenience.
little more But the message is pur-
elaborate. If you find yourself unable to make this pay-
posely kept impersonal, and has no salutation or ment immediately please use the envelope to
signature. The intent is to suggest a mere book- tell us when we may expect it.
keeping formality. The slips used are printed Sincerely yours,

or otherwise mechanically reproduced and Anthony Drake
carry some message (with blanks to be filled
From a manufacturer to a dealer:
in) such as:
Dear Mr. Avery:

Invoices of the following dates
amounting to $ now past due. We It may be that your check is already in the
should appreciate your giving this your prompt mail. If so, please ignore this letter. We send it
only because it is so unusual for you not to

attention.
meet your monthly invoice promptly. We trust
Where salutations and signatures are used, the that the previous notice we sent you was mis-
salutation is general and the signature is typed, laid or overlooked and that you will welcome
not written, e.g., rather than resent a reminder.
Sincerely yours,
Dear Sirs:
John V. Scott
Your account for (give
month) in the amount of $ is now Another manufacturer-dealer letter:
past due. Please give this matter your attention.
Dear Mr. Alvin:
Signature (typed)
Probably you have overlooked our last dupli-
Position
cate invoices. Or they may not have reached
the right person in your organization. This is a
THE FIRST PERSONAL LETTERS third reminder. We are sure you appreciate the
importance of keeping our accounts and your
When a succession of routine formal notices credit in order. We look forward to seeing, in
fails to bring payment, a series of personal let- the next few days, your check settling this
ters is the next step. These should be the "face overdue bill.
savers" already mentioned. They should be Sincerely yours,

courteous, respectful messages that avoid any
H. A. Alexander
ruffling of the recipient's self-esteem.
From a department store to one of its charge SALES TALK IN COLLECTION LETTERS
customers:
To include a sales talk in a collection letter
Dear Miss Bliss:
has a double value. It performs its sales func-
In this busy town and in these hurried times tion, of course; and any irritated
it helps soothe
it is difficult not to forget or overlook some
reaction over being dunned. These purposes
necessary things. Thatmay be the reason you
have not yet settled your March account. If are accomplishedby implying in the sales talk
you will look through your papers, you will thatyou have confidence in this customer and
find two previous notices. The amount due is wish to keep on doing business with him. It
$42.64. may be advisable to give the impression that
sales talk is the chief reason for the letter. In and a novel, accordion-fold circular in four
that case the sales talk should be its first item colors, a copy of which is enclosed. We feel
certain it will be a tonic for your holiday sales.
with the collection notice seemingly added as
an afterthought. Where the collection appeal Sincerely yours,
is to be stressed, have the sales talk come second. Angus Richardson

Examples:
A store to a charge customer: THE REASON WHY
Dear Miss Evans: After the duplicate statements and the "face
Our new spring dresses have just come in. saver" letters have been sent, the ensuing col-
They are being assembled for display. You and lection correspondence should ask for payment
other good customers will be invited to a pre-
or the reason for the delay. Some houses do
view to take your pick if you wish. We think
this in their very first letter. It is important
they are our most stunning spring collection in
years. Next Tuesdav morning is the date, at to get an explanation from a debtor because
the Salon, and we hope you will be able to be that is often the best information you can have
there. about his situation and particularly his state
To avoid bothering vou with another letter,
of mind. Secondly, by asking for a reason for
may we take this occasion to remind you that
the delay in payment you show a desire to be
your account has become overdue. The amount
considerate and reasonable.
outstanding is $34.40. The duplicate statement
mailed to you has probably been mislaid. We Frequently the debtor has a good reason, and
should appreciate your giving this your atten- when you know it, you can help him. He, or
tion in the next few days. someone in his family, may have fallen ill; he
Sincerely yours, may have lost his job; hemay have had a fire or
Frederick Peterson other accidental losses; he may have been hit
by some economic disaster in his community

A manufacturer to a dealer: or region such as the shutdown of a large mill
Dear Mr. Sands: from which local people draw their livelihood
We our books up-to-

are anxious to bring or a drought and destruction of crops. Or he
date and we find that in your account there is may have some grievance against your concern.
still outstanding the July bill for $54 about Perhaps the goods he received are not moving,
which we wrote you last September 2. We and he believes that your representative over-
would appreciate your giving this your prompt sold him. Perhaps some request or complaint
attention.
he has made was handled too tactlessly and has
The enclosed circular describes a new carv-
we left him resentful.
ing set which are featuring for holiday
sales. You probably have noticed the trend In any case, once you have managed to get
toward useful gifts in holiday buying. With him to give a reason, the ice is broken. If he is
Thanksgiving and Christmas on the way, this in real trouble, you can grant him an extension,
unusual set, reproducing a famous Swedish de- give him some other assistance, or take the steps
sign, bound to be a fast seller. Details of ma-
is
you may consider necessary to salvage what
terial, construction, and design are given in the
you can. If he has a grievance, you can adjust
circular so that there is no need to go into them
it and regain his good will. If it turns out that
here. What we want to emphasize is the dealer
helps we provide on orders of a dozen or more. the goods he bought are not moving you may
These include a handsome metal display rack let him return them. It would be better, how-
LOOK America's Family Magazine

111 TENTH STRICT • DCS MOINES 4. IOWA
Dear Friend of LOOK:
Bore is a common, ordinary, garden* variety rubber band.
Stretch it to hers •••-'•»•»•••••••• 2

••« and it will fly back, good as new.
But stretch it to here -•-.-.---------------••X

... and IT MIGHT BRIAKI
Similarly, a credit arrangement - such as the one which you and I oado
on your LOOK subscription - has elasticity ... up to a point*
Seriously son't you please send in your remittance today?
pineerely,
Lester Suhler, for

tS:keh LOOK, America's Family Magazine
P. S. We will resume service immediately upon receipt of your remit*

tance, and you will, of course, receive the full number of
copies necessary to fill out your subscription.
Fig. 34. Often devices, such as graphic reminders, are used in collection let-
ters, particularly in letters of this sort, where an amiable tone is clearly in-
dicated. Such a tone frequently evokes the desired response, where a harsher
one just as frequently fails.
ever, once you know the difficulty, to try a also asked you to give us some explanation
more what helpful sug-
positive approach. See
which might enable us to help you. We are still
ready, if there is a reasonable explanation, to

gestions you can make. In some cases what is
discuss with you measures that might be mu-
needed is simply to show the customer how to
tually advantageous. We should still rather do
operate the article. Often, then, he takes pride that than turn to the last resort— legal action.
in demonstrating it to his customers and is soon However, if we do not hear from you within
making sales with it. the next ten days, you will leave us no alterna-
Some firms find it worthwhile to send tive but to turn the matter over to our at-
special representatives to delinquent customers' torneys for action.
them and to see what improve-

stores to inspect Very truly yours,
ments can be made in their sales techniques. Stewart V. Ames
They may make suggestions with respect to
lighting, stock display, merchandise promo-
THE APPEAL TO FAIR PLAY
tion,and even accounting methods. They may
describe and analyze methods used by other Generally the appeal to fair play also in-
stores that are doing well with the goods. volves the appeal to pride. If the debtor has
This process of constructive counsel has any pride at all, he will wish to be thought of
proved good long-run policy and, usually, a
a as a fair and just person. Some examples:
good short-run policy as well. For the sooner
the goods are converted into cash by improved Dear Mr. Cartwright:
store operation, the sooner outstanding ac- When you purchased the automobile from
us, we gave you the best machine we had at a
counts are paid.
The attempt to have the customer explain
price you yourself said was a bargain. We ex-
tended credit to you without red tape when
why he is delinquent in payments should be
you presented satisfactory references. The pay-
continued up to the last letter in the corre- ments arranged for were set low enough for
spondence —the blunt question. Examples: you to be able to meet them conveniently.
When repairs were necessary, we took care of
Dear Mr. Cott:
them the same day you notified us. You can't
We were hoping would be enough merely
it
say we have not done our part.
to send you a duplicate statement of your
Consequently, we cannot understand why
amount due. The amount is $40.50. We have you your part. You are now three
are not doing
carefully examined our records for possible er-
payments behind and have not even answered
ror in our billing and have found none. But if
our notices. You have not seen fit to make an
you know of any error will you please inform
explanation, as we requested, so that if you had
us.
any reason for deferring payment we could
We should appreciate your settling this
mat-
give it proper consideration and do what we
terpromptly or informing us of any reason you
could to help out.
have for delaying it.
We believe that we have been fair with you.
Yours sincerely, Don't you want to be fair with us?
E. R. Bowles So let's have the check or the explanation by
Dear Mr. Apthorp: return mail. We enclose a stamped addressed
envelope for your convenience.
This our sixth letter seeking settlement of
is
your account for $200, now six months past Sincerely yours,
due. In each letter requesting payment we have L. M. Cole
Dear Mr. Frey: have to seek information on this matter from

We are sure you would agree that mutual the persons you referred us to.
understanding and consideration are the core of If you are withholding payments because you
good business relations. When we filled your feel we are at fault in some way, please let us
order four months ago we shipped the goods know. If you are in temporary financial diffi-
the same day to assure you ample time for dis- culties we shall be glad to discuss the matter
play for the holiday trade. Shouldn't we expect with you.
the same consideration from you? Your bill for In any case a prompt reply from you will
these goods is now three months past due. We make it unnecessary for us to go to anybody
have not even had a reply to our notices and else for the information we need to have.
letters. You surely understand how necessary So please let us hear from you within the
prompt remittances are to the proper running next ten days, for your benefit and ours.
of a business. Sincerely yours,
We shall therefore expect an answer, this Thomas Chaplin
time, by return mail. If you cannot send us a
check we shall appreciate a note as to when we With business men the suggestion of harm to
may expect it, or a reason for your deferment their credit rating is more effective. Business-
of payment. men, today, could not carry on without credit;
Sincerely yours, consequently, they will go far to avoid any
Maurice Sidney damage to their credit standing. Appeals to
their self-interest on that score are, therefore,
THE APPEAL OF SELF-INTEREST generally effective. An example:

The strongest appeal to self-interest one is Dear Mr. Dever:
that touches, at the same time, on pride and A firm with which vou are seeking to open
danger —the hint or outright comment that an account has inquired about your credit
standing with us. We
should like to report a
continued failure to pay may affect the delin-
good credit record for you, and up to this
quent's credit standing. But such an appeal is
month we would have been able to do so un-
more effective with merchants than with re- hesitatingly. But you have allowed a bill to go
tail customers, for the latter can always return unpaid for the fourth month, as of today, and
to a cash basis in making their purchases. How- under the circumstances it would be difficult
for us to assign the highest credit rating to you,

ever, even housewives may be anxious about
as we should prefer doing. However, if we re-
their financial reputation in the community
ceive your remittance by return mail we shall
and, therefore, a dealer in home appliances used be glad to render a favorable report, since this
this appeal: is first time you have allowed your account
the
to become overdue to this extent. We feel sure
Dear Mrs. Cathcart:
that you value your business reputation enough
When youpurchased vour washing machine
to take prompt and proper action to preserve it.
from us, you gave as your references the Rev.
Walter J. Arnold, Dr. Benjamin Humphrey, Sincerely yours,
and Mr. Edward Reiner. Their replies to our Howard Henderson

inquiries indicated that you are held in high
esteem in your community. We should like to DISCOUNTS, PREMIUMS, ETC.
avoid doing anything to lessen that esteem.
However, unless you answer our letters re-
A more positive appeal to self-interest is the
questing an explanation, at why you
least, of offer of discounts or premiums. These are
are not making the payments agreed to, we shall rather risky because they may weaken the debt-
or's sense of responsibility to the creditor. To your contract and are ready to risk losing the
reward somebody for carrying out his obliga- instrument that is giving you so much pleasure.
tions is to tempt him into subsequent delin-

So we send this note as a reminder— and also as
a notice of an opportunity you will probably
quency. Spoiling customers is as easy as spoil-
want to take advantage of.
ing children. However, businessmen some- Perhaps you have found the successive
times feel it make such an appeal.
expedient to monthly payments a bother. We note that there
Examples: are only three payments left to make. Wouldn't
you like to settle the outstanding payment and
Dear Mr. Hollander:
the next three at one time, now?
We making you this
are breaking a rule in
We should find it convenient, too; and we
offer. We knowyou were disappointed
that
propose to pass on our savings in bookkeeping
when we disallowed the 2% cash discount you and other operating costs, to you, in the form
took when you paid your last bill after the ten-
of a gift album, one of those listed in the en-
day period for which we grant cash discounts. closed circular. But you must act at once. This
However, since you state you were given that offer will be withdrawn if we don't hear from
privilege by other concerns and have become
you within the next ten days.
accustomed to this practice, we have decided to Please use the enclosed stamped, addressed
make an exception in your case. If you meet envelope. Put your check in it and in a day or
your current bill before the end of the month, two you will be enjoying your choice of one of
we shall allow the 2% cash discount. these wonderful new albums.
Sincerely yours, Sincerely yours,
Walter P. Sims Anthony Delisio
Dear Mr. Hopkins:

We realize that you would not have allowed
HUMOR
your last bill to go unpaid so long unless you Debtors have been known to melt under the
were under some extra heavy burdens. We
warmth of a smile. Humor is often used, for
should like to help you so far as we can. We that reason, in collection letter series. But this
therefore propose the following:
We appeal has its dangers. If the joke falls fiat, the
will allow you a five per cent discount
from the amount due if fullsettlement is made reader of the letter may feel put upon, or con-
within the next ten days. If you cannot manage temptuous, and less disposed than before, to
that, we will accept fifty per cent in payment make a settlement.
now, the be paid within ninety days.
rest to We Elbert Hubbard, one of the most successful
make this offer because we want to arrange a
mail-order booksellers, used to close many of
settlement that will be most convenient for you
and because we are anxious to bring our out- his collection letters with "Come, partner, dig;
standing accounts up-to-date. We should ap- it will take only a minute, and God knows, I
preciate an immediate settlement on one basis need the money."
or the other and look forward to your prompt Another humorous appeal took
creditor's
response.
this form: On the covering letter accompany-
Sincerely yours, ing a duplicate statement a piece of string was
George Ayer attached with scotch tape; a stamped, addressed
Dear Mr. Toole: envelope was also enclosed. The letter read:
We are sure you have overlooked your last
What's the string for?
payment for your record player. We cannot To tie around your finger to remind you to
believe that you are deliberately disregarding settle that past due bill.
What's the envelope for? It is important, let us repeat, not to make such
To save you the bother of going around with a statement unless you actually mean to
your finger tied up. carry it out. If Andrews gets no summons
Just put your check in the envelope, and it after the five days' warning, he will feel still
will be all over. Then we'll both be happy. more inclined to evade payment.
THE 'TRESSURE" LETTER THE MASKED REQUEST

As we have already observed, "Pressure" Before proceeding to formal statements of
letters in collection series should be avoided as legal action some concerns send out a final let-
long as possible. With customers who are not ter under the signature of a person whom the
in business themselves and have little knowl- debtor has not heard from before and on sta-
edge or experience of the law, a hint of legal tionery other than the firm's letterhead. To
action is often sufficient. Example: some debtors this suggests that the matter is al-
Dear Miss Hart: ready in the hands of a collection agency and
Please give this letter your attention. It is they had better hurry to settle up.
important to you. According to our records Another device frequently employed with
this is our fifth notice to you regarding your success is a request for payment made by tele-
unpaid account for $63.00. In our last letter, graph or telephone.
sent exactly a month ago, we asked for payment
or at least an explanation of the delay. That let- DRAFTS
ter, like the others, has not been answered.
Since you are not willing, for some reason, even Under certain circumstances, drafts can be
to give an explanation, we may have to turn to used to effect settlement. The draft serves the
legal means. This letter is you final
to give same function as a C.O.D. collection. It can be
notice that if we do not hear from you within attached to the bill of lading for goods deliv-
the next five days, we shall be forced to take an-
ered on a new order from the delinquent cus-
other course of action.
tomer. The invoice and attached draft are sent
Very truly yours,
to the customer's bank, which is thus called
Vernon Pritchard
upon to act as the creditor's agent to make the
In warning letters to businessmen delin- collection.
quents it is best to be precise and direct. Since resort to the draft means making pub-
Dear Mr. Andrews: He to the business world that the customer's ac-
We have had no answer to our three recent

counts are not in order and, therefore, that his
letters to you. In these we asked for at least the credit standing is in question, threat of using the
courtesv of a reply and some explanation. draft is occasionally sufficient to get him to pay
Would you really prefer that we take legal up. However, this device must be used with
action? We would rather spare you the addi-
care, since the customer may be antagonized by
tional expense involved, not to speak of the
the change in shipping procedure and may, in
trouble and embarrassment.
This our notice to you that unless we hear
is
fact, refuse to accept your shipment.
from you within the next five days we will put
the matter in the hands of our attorney.
INSTALLMENT COLLECTION LETTERS
Very truly yours, Collecting from delinquent installment buy-
Bertram G. Phillips ers involves somewhat different procedures
about washing that she had forgotten the pay-

from those used in manufacturer-dealer, whole-
ments too.
saler-dealer, or store-charge customer relations.
Perhaps you would like to take care of this
With installment buyers it is particularly im-
matter like- other customers who have over-
portant to secure an overdue payment in such a looked it Since the delay brought them close
way as to ensure subsequent regular payments. to the date of the next payment, they paid the
Also, it is much more important to secure pay- two installments together. Would you like to
ment as quickly as possible. make the two payments now and save yourself
In other business situations, relations will
bother? We shall appreciate an early reply.
continue, in most cases, but in installment de- Yours sincerely,
linquencies, if the matter drags on very long, Vernon Adams

the customer is likely to let the goods be repos- Dear Mrs. Haskell:
sessed. This means no profit, for the profit is in We didn't think a second letter, which means
the last payments; or even a loss, for second- a third notice about the overdue payment on
hand goods seldom fetch fair prices. your electric washer,would be necessary. We
felt sure we would find your check, or some
For the same reason it is important to be extra
explanation why you cannot meet installments,
tactful since irritated customers often ask for an
in the return mail. As in our last letter we sug-
article to be taken back, to express their resent- gest that you make the overdue payment and
ment. And again, for that reason, it is wise to the current payment, which is now due, to-
inject a little sales talk mto the collection let- gether, which would save you and us some
ters. Remind the customer of the services he is bother.
getting from the article. Let that be in his mind

If there isany reason for your withholding
payment please let us know. Is any repair neces-
when he considers the idea of parting with it.
sary in your washer? We want you to enjoy its
First, then, when a payment is skipped, don't
wonderful services without any hindrance, and
let it slide. Send the routine reminder in a week will attend to it prompdy if that is the case. Or
or ten days and mark it "second notice." Sec- some temporary financial embarrassment
if it is
ondly, avoid ruffling the customer's feelings. If on your part, please do not hesitate to write us
frankly about it.
the second notice is ignored, send a mild let-
ter. Show interest in his situation; ask to be told Sincerely yours,
if anything unusual has occurred that is keep- Vernon Adams

ing him from making his payments. Speak of Dear Mrs. Haskell:
the value or enjoyment he is getting from his We cannot understand your not answering
purchase. Follow with three more letters, if our previous letters—two letters and the cus-
necessary, each one a little more urgent than tomary reminder notice. Many of us fall into
arrears sometimes; and it is an unpleasant ex-
before. Avoid threat of collection through a
perience for everybody. But it has never helped
collection agency as long is possible.
anybody to evade it. On the contrary it helps to
Example of an Installment Collection Series: have a frank discussion of any difficulty that
may have arisen, as we urged you to do in our
Dear Mrs. Haskell:
last letter.
We you must have overlooked last

feel sure Have we failed in any of the services you ex-
month's installment on your electric washer. pected from us? If so, we want to know—the
That's so easy to do in these rushed times. One sooner the better.
customer explained that since she got the ma- We have letters from customers saying that
chine her mind had become so free of thoughts they feel years younger since the machine re-
lieved them of backbreaking strain of washing within the next ten days. If we do not hear
the old way. Isn't that worth making every from you before April 10, the matter will be
effort tomeet the overdue payments? put in the hands of a collection agency.
If you are too pressed to do so at the present
Sincerely yours,
time why not discuss the matter with us? We
Vernon Adams
have had wide experience and may have some
helpful suggestions to make.
Sincerely yours, COLLECTING BAD DEBTS

Vernon Adams Sometimes a special situation arises which
Dear Mrs. Haskell: makes it advisable to forego legal action. The
We hope it is not some deep trouble that debtor is in such a bad financial position that no
keeps you from answering your mail. If so, a judgment against him would be collectible.
few words of explanation from you will be Such debts need not always be written off. Cir-
sufficient. But we must warn you that a failure
cumstances may change; the debtor may return
to give us some explanation will force us to take
a course of action we prefer not to take.
to solvency and be in a position to pay his debts.
We hope that whatever has been the cause of The alert creditor who watches for such
your lateness in making payment is now over, changes will get his reward.
and that you will be able to settle the install- For example, industrial blight ravaged a large
ments due and be spared further embarrass- mining area. The pits were shut down and
ment. We would like you to enjoy the use of
other industries in the district were affected. A
your washer without troubled thoughts.
you cannot make a payment,
If please reply
certain company that had sold expensive house-
by return mail; do not force us to take any ac- hold appliances found itself carrying hundreds
tion we, as well as you, should not like. All that of uncollectible accounts. After every collec-
is necessary to avoid it is to give us a prompt tion measure had been tried, the company de-
explanation. cided to give up further attempts and to wait.
Sincerely yours, For over a year they kept 626 debtor ac-
Vernon Adams counts on their books. Then local representa-
Dear Mrs. Haskell: tives of the firm sent in reports that business
This is our final letter about the unpaid in- conditions were improving. Mines were re-
stallments on your washing machine. We hope opening and all sorts of other businesses were
you will try to avoid the consequences that will starting up again. When the favorable reports
come from ignoring it. It could mean trouble continued, indicating a real improvement, the
and possibly humiliation and damage to your
company decided to try to clear those 600-odd
credit, so that it may prove difficult for you to
debts. They used a three letter campaign which
make subsequent purchases on terms. If you ig-
nore this letter, we will have to take legal ac-
was so successful that the story was written up
tion. This will mean repossession of your in Printers' Ink, a business-promotion maga-
washer and depriving you of all its conven- zine. The three letters as reproduced in full, are
iences and benefits. It will mean bother and printed below.
anxiety and other troubles.
The was sent to all the 626 debtors. It
first
We would much rather not go to that length, drew 262 payments for varying amounts of the
for your sake and ours. We should prefer, as we
have written you before, to discuss the matter debt. The second went to 460 of the debtors; it
with you and to work out some reasonable ar- was sent to all those who had not replied, plus
rangement. You must make the decision, and certain of the customers who had responded to
the first letter but whose remittances were con- I thought I could do no better than tell you
sidered too small. This second letter drew 165 just what our treasurer said to me. We have
waited a long time, you know. So I am going to
payments and 17 explanations from customers
ask you to write and let me know just what you
who replied that they were not yet in a posi- can do for us.
'
tion to repay but promised to make payments

Yours truly,
soon. The 363 debtors to whom the third let-
Assistant Treasurer
ter was sent included, again, a group whose re-
mittances were considered too small. This let- Dear Mr. :
ter was stiff er than the first two; it hinted at a I know it's the usual thing, when no answer is
received from a "collection" letter, to pretend
recourse to legal action, though was still it
to believe the matter was overlooked by the
friendly in tone. It brought cash from 37% of other party.
those who had not replied to the first two let- But I'm going to be frank enough to admit
ters. that I believe the reason you didn't answer my
These remarkable results are a tribute not last letter with a remittance was that you per-
only to the good business sense and psycho- haps didn't have the money right then. Am I
right?
logical insight of the letter writer, but also to
You see, I'm taking it for granted that you
the innate honesty and fair-mindedness of the
feel just as we should feel if conditions were re-
people of this country, the qualities that make versed. So I'm just appealing to your sense of
our credit system the broadest, most flexible fairness.
and most effective in the world. Most of the Don't you think it would be only fair to let
responses to the letters, particularly the first us have what is due us after we've waited so
one, expressed appreciation of the creditor's long a time? Think it over, Mr. ,
and if you cannot possibly send us a check to-

consideration in waiting for better times before
day, let me know when we may look for one.
pressing for payment. Clearly here, as every-
This little courtesy won't take much of your
where in the country, the great majority of time, and we certainly will appreciate it.
people have every intention of fulfilling obliga- With continued good wishes we remain
tions they have undertaken. It is only in cir- Sincerely yours,
cumstances beyond their control that any con- Assistant Treasurer
siderable number of people default. The three
Dear Mr. :
letters follow:
If a customer owed you $ and for
Dear Air. : two years had paid nothing on it, how would
Yesterday our treasurer called me into his you f eel?
office and said: "Mr. , I see that But now suppose you had known that cus-
of has not yet set- tomer had been up against hard conditions all
tled his account. In fact he has not made a pay- that time, so you had put yourself in his place
ment on it since , though I've and decided not to appeal to the law to collect
written him several times. I did not wish to your money.
bring suit, for they've had pretty hard times in Then, when things picked up with the cus-
that section during the past year. tomer, suppose you wrote to him as man to
"Now, however, conditions are better there. man, asking him to treat you as fairly as you
I'd like you to write to Mr. and had treated him. Wouldn't you feel certain that
ask him to clear up this account. We've been as a businessman and as a gentleman, he would
fair with him and I think you will find that he respond? Wouldn't you?
will want to be equally fair with us." There are laws that regulate business, Mr.
But the biggest thing that keeps The first letter was a formal reminder, an un-
business clean and above board is the fact that
signed, printed card without salutation:
most men believe in the square deal. Business
would go to smash if we couldn't depend on the A matter of routine—nothing more than the
sacredness of a commercial agreement. hope that you will now be glad to send us your
That is all we ask of you, Air. ,
check for $ , the amount of your
a square deaL You believe in that just as we do, (name of store) bill for the month of
don't you? Then let's settle this thing as be-
tween friends and gentlemen. A check from The other letters follow:
you by return mail would confirm our belief
that you do believe in the square deaL
We know perfectly well how quickly the
months slip by, how sometimes, unavoidably,
Earnestly yours, your usual practice of paying monthly may be
overlooked, and we are quite sure that you will
Assistant Treasurer
now wish to send us your check for your
(name of store) bill for (month) The amount .
is$
STORE COLLECTION LETTERS
As you have always found in the past, we like
to cooperate with our customers; we know
all
The majority of retail customers are women.
we can count on the same from them. It is in
Generally speaking, they are not as familiar
that spirit that this letter is writen. The fact
with business procedures men. They are ac-
as
that your name is on our charge account list is
customed to greater courtesies and special treat- in itself a proof of our full confidence. The
ment. Therefore they react more sensitively to further fact that there has been a little delay,
pressure than men, showing a greater tendency unusual for you, leads us to believe that there
to flare up. In attempts to collect from such cus- must be some mighty good reason.
tomers tact is especially called for.

Now we haven't the slightest disposition to
press. Perhaps we can help, and we are wholly
If possible, it would be well to know when ready. If for any reason whatever you still wish
these customers get their pay or their allow- to postpone this matter, tell us about it and we
ances. Then billing can be done so that the bills will gladly do all we can to help you.
will reach them at a time when they still have
funds.
There are always two sides to any question.
If collection letters become necessary, be To us, however, your side is the important
sure to space out the letters to customers with one, and we are eager to do anything, every-
previously good records at longer intervals thing within our power, to show our under-
than you do for the known poor payers. Thus, standing and cooperation in every way; we
hope you will attempt to do likewise.
the series in the first case might extend over five
Because of our fullest confidence in you, we
or six months; but in the second case, though opened your account gladly. There was the
more letters should be sent, the intervals should usual understanding that bills were to be paid
be shorter and the entire period should not ex- monthly. We are not disturbed when an occa-
tend beyond three months. sional month slips by. When we hear nothing
The ten-letter series below, again repro-

for several months, however, we like to feel
that there some very good reason, anc* we

is
duced from Printers' Ink, was successfully
want to know it because we want to help.
used by a department store. A few of the stub- Now, won't you drop in or telephone us
born cases got all ten; but the majority had paid (give phone number) for a friendly, frank chat?
up by the fourth letter. Then we shall all be happy.
Unless, of course, it is now convenient for tion from you, will make possible the continu-
you to send us a check for the amount of your ance of that pleasant relationship.
bill (give amount).
Do we, or do we not?
Is it quite fair? In other words, shall we adjust your (name
There's your (name of store) bill for $ of store) bill amicably or shall it be the other
dating back now months. thing?
Here we are, having been all along, ready to There are two choices, either your check for
meet you far more than half way. We have told the amount of your long overdue bill of $
you so four separate times. But not a word from or an arrangement that will assure us that this
you.
bill is to be paid.
The way out is you have to do is
simple. All
We prefer the check. At any rate, after writ-
merely tell us what your difficulty is, and you
ing you so many times, we must insist on a
will see how pleasantly and cooperatively we
prompt response so that we may know which
shallmake every effort to arrange a convenient
course you wish to have us take. We'd prefer to
method for you to do the thing we know you
settle this in a friendly way; the choice is now
really want to do— namely, to get this (name of
up to you.
store) bill out of the way.
We can conjure up in our minds any number This note requires an answer by return mail.
of legitimate reasons why an overlong delay in Do you intend to pay your (name of store)
the payment of your (name of store) bill might which is now
bill months overdue?
be unavoidable. What we cannot reconcile, The amount is $
however, is your complete silence, especially Remember, please-by RETURN MAIL!
when mere word of good faith would have
a Unless we receive your check on or before
delighted us to make some arrangement that we (set date), our attorneys will receive instruc-
feel sure would be fair to you. tions to summon you to court.
The amount of your bill, now
months overdue is $. We have not tried to
. . .
press you. We feel you would like to be as fair

to us as we have been to you. We shall there-
Another series of letters, written by Louis
fore appreciate a prompt reply as to what your
intentions are in regard to clearing up this bill. Victor Eytinge, an expert in the business letter
field, is reproduced from Mailbag. It has been

used frequently, and with good results, after its
initial remarkable achievement of 100% re-

There's inevitably a breaking point!
It's that way with our patience sometimes. turns when on 500 accounts overdue
tried out
Don't, for your own sake, ignore your (name from six months to two years. The letters to
of store) bill a minute longer. Never mind our three of the addressees were returned as unde-
side of it; consider your side of it, your credit liverable (removed without forwarding ad-
reputation, our pleasant relationship in the past,
dress) All the rest had made payments by the
.
and the fact that we have been more than pa-

tient in reminding you of your long past due
time the five-letter series had done its work. In
bill amount of $
in the Your prompt this series a piece of string was used as in a letter
remittance, in whole or in part, or an explana- quoted earlier.
Dear Sir: said to have the magic touch—that everything

Do you remember how, when you were he touched turned to gold.
young and your good folks sent you downtown Now, if we had the touch of Midas, we'd not
after something, they were likely to tie a string be writing this letter. We would not be insist-
around your thumb to make certain you would ing on payment of the amount you owe us,
not forget?
Those were the happy days, were they not? A contract is a contract and should be lived
But—there's no reason why the days of up to. If we give our word to the bank to pay,
NOW should not be as happy, and it is just as we have to be right there with the money at the
certain that some of us are prone to forget the proper time— and if we are not, the bank uses
little things of today. the law on us. All the business of the world
Because of that we are sending you this little would go to smash if we couldn't depend on
reminder-NOT TO FORGET TO PAY-the the sacredness of a commercial agreement. And,
enclosed statement. in order that we may make our payments as
We hope you enjoy the smile in our letter agreed, we expect you to pay us the money due
and that we may
have the pleasure of hearing us. That's fair, is it not?
from you promptly. Frankly, if someone owed you the money
due us from you for as long a time, and you
Sincerely yours,
—tie the string—
needed it we do—wouldn't you go after
just as
and you won't forget. it with all the power you could use? To be sure
you would. Then please treat us as fairly as you
Dear Sir: would expect to be treated. Just give us the
Willie'smother had just given her boy a lec- square deal.
ture and told him that his every act was known We shall expect your prompt remittance of
to God— that God's eye followed him wher-
ever he went.
Earnestly yours,
Willie went down the street ashamed of him-
self, and his faithful Fido followed close be- Dear Sir:
hind. In afew minutes Willie turned into a lane,
The other day down in the Justice's Court
saw the dog, and then delivered himself "Aw,
there came up the settlement of a collection
go on home and quit follerin' me. Ain't it
case. One man originally owed but $28, but by
enough to have God wid me all the time with-
the time the matter had been put in the hands
out you taggin' on behind?"
of the lawyers—by the time the papers had
Now, we do not wish to be tagging on be-
been served and the case heard— by the time
hind. We do not want to annoy you or bother
that attachments had been issued against the
you one bit— but—we do want to remind you
man's property— it cost him $85!
that we have sent you, already, one copy of the
enclosed statement and we should be pleased to
Haven't we been fair with you? We have
written you several times, frankly, fairly,
have your prompt settlement.
When will you oblige us?
squarely and in a friendly way, for we DO
want to be friends. But, if you will not take
Earnestly yours, steps to even up that little matter of $
Yes, that's a piece of the same string we sent

WE SHALL HAVE TO PROTECT OUR-
you with the other letter. It will prevent your SELVES BY GOING TO LAW.
forgetting this time. USE IT. Frankly, what IS the matter? Why not come
in and talk things over with us, face-to-face?
Dear Sir: We are not unreasonable—we shall be as fair to
Do you remember the story of Midas, the you as you are to us. If all cannot be paid at one
great king of ancient days? You know he was time, tell us the exact conditions, and we shall
be as considerate as possible under the circum- to depend at critical times. You surelv do not
stances. care to destroy your reputation for honesty.
But— in order to prevent legal proceedings— Then take care of this matter at once, for if it
we shall have to have some evidence that you is still unsettled bv the end of next week, our
actuallv intend to do what is right by us. lawvers will actl
We expect to hear from you promptly. You know well that when a judgment is en-
tered against a debtor, he is assessed all the costs
Sincerely yours,
and that these are often greater than the ori-
Dear Sir: ginal debt— that all services, subpoenas, court
costs, attachments, judgments, executions, and
We have had no answer to our letters.
lawyer fees— all these are charged against vou
We have registered this to make sure of per-
and your property when it is sold to justify
sonal deliverv, so that in the event a suit has
to be filed, the defense cannot be offered that
claims. You will have to act quickly to save all
this.
you have not had sufficient notice.
You surelv do not recognize the position in
We are willing to do anything in our power
which vou place vourself bv vour continued to adjust this on a friendly basis. Your best
neglect to pav us the sum of $ long

course is to come into the office to see us. If for
,
any reason this is impossible, then write right

due us. You are surely aware that grocers, dry
awav. tellin? us what vou"ll do.
goods dealers, and all other merchants are or-
ganized for credit protection. The debtor who It is UP TO YOU to act NOW. Only ten
days' time can be given. After that it will be the
does not pay his just debts is blacklisted bv
merchants, doctors, and other professional peo-
Law and its expense. Why not act now?
ple—the very ones upon whom you may have Insistently yours,
Dear Mr. Do*:

Thanks for your payment.
The $500 in your bank account looks good. I'd like to
have an account like It myself. There's only one thing
wrong; we want part of It In our bank account. This
selfish attitude of ours Is what caused the trouble.
You say your gas was turned off with "No warnln' ...
no nuttln'." We mailed a bill on October 20, another
on November 19, a delinquent notice on December 11, a
final notice on December 18, and a 3 months' bill on
December 19. "No warnln ... no nuttln'."
1
After the final notice vent out we started thinking

abbut Christmas, Good Will Toward Man, etc., so we de-
cided not to mar your Holiday Joys by turning gas off
before Christmas. Did you say "Soulless Corporation"?
On January 2, Just to start the New Year right, we sent

out a shut-off order. Our man came back and said you
weren't home, so naturally we decided you had gone down
to pay your gas bill. By January 6, the horrible truth
was evident — you weren't going to pay. Mr. Doe, what
was there left to do?
We certainly don't want to see you use up your annual

leave paying gas bills. If you decide you don't want
to use your checking account to pay our bills, I'm sure
our friends at Boynton's Variety Store will accept your
payments on Saturday.
We're sorry this whole thing came up, **r. Doe, but we
hope you enjoyed your vacation before the storm broke.
Fig. 35. Although concerned with collection of current and future

billpayment, this letter also seeks to appease and placate an outraged
customer, while affirming the justice of the company's actions. As
you can see, it does so in a highly individual manner.
CHAPTER SEVEN
EMPLOYMENT LETTERS
THE JOB-HUNT PRINCIPLES

America is the land of ambition. Every year As in all business letters, the first principle is
more than a million young men and women be- the "you" attitude. Put yourself, as much as
gin their careers. Millions of others, already in you can, in the place of the man to whom you
jobs, seek advancement. If their prospects are writing. That will be your best guide.
where they do not satisfy them, they look
are To put yourself in his place will be easier if
elsewhere. This means that even in "good you know something about him. This is par-
times," the job-hunt is an active feature of the ticularly important if you are making an offer
dynamic American life. to a man who is employed. It will be useful to
On the surface it appears to be a case of men know, for example, what will most appeal to
hunting jobs. But America also remains the him. More money will appeal to everybody, it
land of competition. Often, where there is a is true; but there are those to whom security or
place to be filled, to make sure of getting the prestige — a title like manager or Director or
best man available, an employer will not leave Vice-President — will be surer persuaders.
it to the comparatively hit-and-miss process of At the same time it is unwise to arouse un-
interviewing applicants responding to a want- realistic expectations. A man brought over by
ad or sent in by an employment agency. He anticipations of periodic big raises or bonuses
will use other, more selective methods. that are not likely to materialize; or of a status
that cannot be guaranteed; or of posts and titles
that are not likely to become available, will be-

WHERE THE JOB HUNTS THE MAN come discontented. And a discontented man is
In some cases the employer, seeking to fill an not the most efficient performer.
important post in his organization, will make In other cases the matter is simpler. Since
an offer to a man employed by another com- you can assume that the man you are writing
pany, when he knows that that man has been to is interested and available, the offer of the
thinking of making a change. Or he will turn job sufficiently carries out the "you" attitude.
to a file of previous applicants for the position For obvious reasons letters of this type
who left a favorable impression when inter- should be addressed, wherever possible, to the
viewed. Or he may ask someone in the field on individual's home rather than to his business
whose judgment he relies to recommend a suit- office. Examples:

able person.
Since these are the less numerous cases, we The Money Appeal:
may dispose of them first, with some comment Dear Mr. Marcus:
on the letter-writing principles involved in the Please hold the contents of this letter in strict
correspondence in such cases. confidence.
108
Mr. George Owen, our credit manager, has start. The potential business which we feel con-
been in poor health for some months now, and fident you will develop should easily meet your
his physician has advised him to retire. This further expectations.
is a blow to us, for, as you must know, he has What especially interested us in your inter-
been with us many years. It will be hard to get view was your expressed deire for a connec-
along without him. tion with an established concern, with stable
We asked Mr. Owen to suggest a successor products and tried business methods. We are
and you were his first choice. He thinks very certainly no "sticks-in-the-mud"; at the same
highly of your ability, that you could take hold time principles and methods that have kept a
in a short time, and that you would like it here. house in business for over a century have their
We do not like to appear to be "raiding" an- value. One of them is that a good man and a
other house, but Mr. Owen assures us that you good job stay together. Most of our people
have been considering making a change. He have been with us ten years or longer. It is be-
says that you are looking for a connection cause we think you have the same feeling about
where the volume of business would make pos- your work that we would like to have you with
sible a higher financial return to you. us.
We believe that our salary offer will interest Let us know as soon as you conveniently can
you. Please telephone me during the week, at whether you are in a position to join us. I shall
your convenience, so that we may arrange for be glad to get together with you to give you
a conference on this matter. further particulars about what we have in mind.
Mr. Owen asks me to give you his regards Sincerely yours,
and to say that he will get in touch with you
David R. Ainslee
as soon as he feels fit again for visits.
Sincerely yours,
Prestige Appeal:
Arthur Penner
Dear Mr. Henderson:
The following are other types of letters fre- Our mutual friend, Mr. George Castle, thinks
quently used in personnel correspondence: you would like to be associated with us; and
from what he tells us we would like to have you
here. At his suggestion we have looked into
The Security Appeal:
your record and find it as impressive as he said
Dear Mr. Zachary: it was. We feel you can fit in with us effec-
About a month ago you applied for a posi- tively.
tion in our Sales Department. As this letter The word Associates in our name is not just
testifies, you left a fine impression on us here. ornamental. It describes how we work here.
Our Western territory is now producing We men, autono-
are organized as advertising
more business than one man can conveniently mous in the way we handle our separate ac-
handle. Mr. Willner, our Western representa- counts, but banded together for the conven-
tive, himself suggested that we split up the area ience and economy of sharing a common staff,
into two, something we felt would have to be and the help we can give one another when
done sooner or later. We have decided that we needed, by way of advice and a timely hand,
might as well do it now, and we would like to but always retaining our independent identi-
have you in charge of one of the divisions. ties.
The West, as you know, is the fastest grow- To give further formal acknowledgement of
ing section of the country, in population and this independent status the associates in our or-
industry. The section we propose to put you in ganization are officers of the company. If you
charge of is already producing business that can want to join us you would have the immediate
provide you with an income bigger than the rank of vice-president, and you would, of
one you indicated you would like to earn as a course, retain control of your accounts.
: :
This is a rough idea of what association with Al can step back into his old job, but the
us would mean. Suppose we get together and prospects there are limited and he's looking for
fill in the details. something better. I am confident he'd like it
Sincerely yours,
with you if -you have a place for him. I think
you ought to him for future reference even
see
Carl Ault
ifyou can't him anything immediately.
offer
I've taken the liberty of telling Al that you'll
get in touch with him. His address and some
Checking of References
other information about him are on the en-
Dear Mr. Burton: closed slip.
Mr. William Brown has applied to us for a I'll be on the coast for about a month. When
position in our Shipping Department. We are I get back I'll look in on you.
checking on his references and on the employ-
As ever,
ment record he furnished us. We shall appreci-
Murray
ate any information you can give us about him.
Please inform us in what capacity and for
what period he was in your employ; and for
Acknowledging an Introduction:
what cause employment was terminated.
We enclose a stamped, addressed envelope Dear Mr. Thomas:
for your convenience. I thank you for your letter enclosing Mr.
Yours sincerely, Sansom's introduction. Anyone Mr. Sansom ad-
vises us to meet is welcome here. Will eleven-
Edward Jason
thirty next Thursday be convenient for you?
Sincerely yours,
Notifying Applicant of Placing Letter Albert Ehrhardt
on File:
Dear Mr. Sansom:
Dear Mr. Harper:
thank vou for bringing Mr. Thomas to our
I
Wethank you for your letter of April 10 attention. We
have had an interview with him
applying for a position here. Your education, and our impressions confirmed your good
experience and other qualifications are such as opinion of him. Although we have nothing for
we would look for were there an opening. We him now, we will certainly get in touch with
regret that there isnone at present. him if anything turns up. You may tell him so.
We are placing your letter on file, and when
Yours sincerely,
an opening develops, we shall be pleased to get
in touch with you. Albert Ehrhardt
Sincerely yours,
Henry E. Vail Answering Situations Wanted Ad:
Box 166, Chronicle
San Francisco, California
Letter of Introduction
Dear Sir:
Dear Harry:
I have a friend back from the army who will
We have an opening for which your experi-
ence asdescribed in your advertisement would
be a find for the house that has or will make an
seem to qualify you. Please phone the under-
opening for him. Because I have as good a feel-
signed for an appointment.
ing about you as I have about him, I hope it
will be your house. His name is Al Nelson, and Very truly yours,
he's a really keen promotion man. Tames V. Tucker

—
business Letter Writing Made Simple 111
Postcard Notification to Applicants An- So make the letter as short as you can with-
swering Ad: out omitting essential matter. Enclose a resume,
Mr. Vincent Peace will see applicants for the

data sheet or a personal record sheet — all three
position advertised last Sunday, on Wednesday terms are used —giving details about your age,
morning at 10 o'clock- Please bring references. education, experience, etc. Get them down in
such a way that the recipient can find the item
MAN SEEKS JOB he is interested in at a glance.
you are applying for a job, not because
If
In applying for a job, the "you" attitude is
you are unemployed but because you seek a
all important. Forget how urgently you may
change, don't complain about your present
need the job or how much you would like a
boss. Your prospective employer is a boss, too,
connection with a certain concern. Think in-
and he is more likely to identify himself with
stead of what the prospective employer needs
your boss than with you. Better say that you
and of how your qualifications meet that need.
are applying to him because you are seeking a
He is going to make his selection on the basis of
connection with a larger firm that offers better
his needs, not out of sympathy for you or in-
prospects. That will be pleasantly flattering.
terest in your future.
—
Every employer we can ignore the excep-
Besides, people esteem ambition
You may
and generally
tions —wants neat and presentable employes.

suspect a complainer.
fied inyour complaints, but people won't be
be fully justi-
Let your letter, in its appearance, reflect you as

convinced merely by your saying so.
such. Use good (but not fancy) stationery;
fold it carefully. Retype or rewrite if you have
STRUCTURE OF THE APPLICATION
had to cross out a word or have left a smudge. If
LETTER
you type, make sure that the ribbon is not too
dim and that the type is clean. In general, application letters should be short
—
Every employer without exceptions and concise. That does not altogether rule out
wants efficient employes. Your letter should long letters, but they have to be very startling
leave an impression of an efficient person; that and able to sustain interest with unusual skill to
is, it should be direct, clear, uncluttered. offset the handicap of length. It is becoming
Generally speaking, efficient people are not general practice, in order to leave the applica-
stiff, avoid over-formalitv. But neither are ef- tion letter itself as direct and concise as possible,
ficient people, generally, Bohemians. So avoid to omit details which can be listed in a tabular
over-familiarity, facetiousness, the "unbut- form on a data or personal record sheet en-
toned" approach. The letter that sounds dig- closed with the application letter.
nified, sincere, and friendly will be the best Application letters follow this general pat-
representative of the writer. tern:
There is a special reason for being brief and The opening : Its aim is to gain the reader's
concise in application letters. In most cases your attention. But, however that is done, whether
letter will be one of scores or even hundreds. by a sober appeal to the reader's self-interest or
At such a time the recipient will be particularly by a stunt, it must be directly related to the
disinclined to read a long letter; and he will be matter in hand. Clever applicants may outsmart
particularly impressed by the ability of the themselves by a witty but long-winded open-
writer to communicate a lot in a few words. ing. They are likely to annoy rather than amuse
a busy executive with considerable mail on his any training or foreign languages which might
desk. You will have no difficulty getting his at- be useful in the position applied for.
tention by a clear, factual statement of the serv-
ices that your qualifications enable you to
Sample Openings :
render him.
My last six years have been spent in the
Mentioning the name of a person in his or-
Credit Department of the Com-
ganization, or otherwise favorably known to
pany. This and other experience and training I
him, always makes a good opening. And a chal- have had qualifies me, I feel, for the position of
lenging question, provided it has a clear rele- Credit Manager you advertised in this morn-
vance to the work you are applying for, can ing's Record.
also make a good opening. • • •
Second paragraph Expand on the

: qualifi- My major in business college was Personnel
cations referred to in the opening. Make them Management. In my Psychology courses I con-
sound as useful as possible in the kind of posi- centrated on problems related to that. I there-
fore feel qualified for the opening in your Per-
tion you are applying for.
sonnel Department offered to recent college
Third paragraph: Try to make this a
graduates in your advertisement in this morn-
clincher by speaking of your references, or ing's Herald.
samples of your work that you are enclosing or
• • •
offering to show him in an interview.
In business college, where I majored in Mer-
Closing : Avoid a neutral close. Suggest ac- chandising, I combined theory with practice by
tion by a direct bid for an interview at his con- taking sales jobs, inside and outside. . . ,
venience. Enclosing a stamped, addressed post- • • •

card, already typed up, on which he need only
Every summer in the course of my studies in
fill in the hour and date of the interview, is
construction engineering I worked in various
often helpful. capacities at dams, roads and building construc-
tion. Consequently, in addition to formal uni-
THE DATA OR PERSONAL RECORD versity preparation I can offer an unusual back-
SHEET ground of practical experience in many forms of

construction work.
As we have noted above, in order to keep the
application letter itself as concise and unclut-
Mr of your Public Relations De-
tered as possible, detailed information is now partment, for whom I some manuscript
did
generally furnished on an enclosed data or per- typing, has told me that there might be an open-
sonal record sheet. Here is entered the age, edu- ing in your secretarial pool, and suggested that
cation and experience of the applicant, his army I write to you.
record, his references, his sports and special in- • • •
terests, etc. A college graduate should include This is written at Mr. Edward Canby's sugges-
the courses he took which may be of value in tion. I translated an article for him from a
the position he is seeking, and items about his
French electronics journal. When I told him that
Ishould like to give up free-lance translating for
scholastic record, his participation in student
a permanent desk position he thought you
activities (sports, student organizations, college might have a place for me in your Foreign
paper, glee club, etc.) and summer vacation or Correspondence Department, since you carry
after-class jobs, etc. Veterans should include on an extensive business in Latin America. I
.
have a good command of Spanish and Portu- tions,you should feel confidence not mere —
guese, and French and German besides.
hope. And you should express it not merely —
• • • by using words "I am confident that I have
Do your sales letters draw a minimum of five the necessary qualifications," which imply
per cent returns? Those I
order concerns (see attached data sheet) never

wrote for two mail- hope as well as confidence the whole ap- —
proach should indicate confidence.
fellbelow five per cent and drew as high as
But don't overstep the bounds of confidence
seven and ten per cent in two campaigns.
into what will impress the reader as conceit. An
opening like, "You can file the rest of the appli-
Are you a rapid dictator? I can take dictation
cations in the waste basket. I'm the man you
at the rate of 120 words a minute. . . .
want! " is almost certain to draw from the read-

er a skeptical "Oh yeah!" If he reads the letter
Need a pinch hitter? I have done selling,
through it will be only to confirm his suspicion
promotion letters, collection letters; I have
managed personnel, adjusted complaints, and that the writer is an idle boaster.
expedited rush orders. I know that I can fill in Another type of opening to avoid is, "Leafing
in these and other capacities, averting delays, through the Times this morning I happened to
bottlenecks and embarrassments caused by ill- see your ad for an editorial assistant."
ness, vacations and other absences. This is unconvincing and frivolous. People
seriously interested in a position do not leaf
An Oklahoman announced to his neighbor through a paper. They study the want ads.
that he was moving to Texas. He was asked, Another bad opening: "In the recent reces-
"Ain't Oklahoma as good as Texas?" "Sure," he sion you had to reduce your staff. Now that
replied, "but there's more of it in Texas."
business is improving you are on the lookout
I feel pretty much the same about my appli-
for wide-awake, capable men."
cation for a position with your firm. I have no
my Tactless and obtrusive. What the applicant
complaint about my present position. I like
work and I like the people there. But I would says may be true but the prospective employer
like to move on to where prospects are a little doesn't have to have it spelled out for him. The
wider. . . . applicant will leave an unfavorable impression
of a pushing rather than a forceful personality.
OPENINGS TO AVOID
Examples of Good Closings:
"In answer to your advertisement in this
morning's Journal I wish to apply for the po-

May have a few minutes of your time to
I
show you samples of my sales letters. I can be

sition," or "I should like to be considered as an
reached by phone at . .
applicant for the position you advertised in this
• * •
morning's Dispatch"
I shall be glad to answer any further ques-
Such an opening says nothing useful to the
tions that may occur to you. I can be available
prospective employer. The letter itself is suf- at any time you find convenient. Just let me
ficient evidence that its writer is applying for know when, by card to the above address, or
the position advertised. by phone (telephone number).
"I hope you will find the enclosed informa-
tion about my qualifications satisfactory." This I shall appreciate the opportunity to tell you
is weak. If you have the necessary qualifica- the rest in an interview. I enclose an addressed
PHOTOGRAPH NAME Ernest S. Faulkner

ADDRESS 498 Oak Street, Mlnneapolle 17,
Minnesota
AGE 26 years, 6 months
gffTQWP T
5 9" WT. 165 lbs.
ARITAL STATUS Single'
EDDCATIOH
B.S. Antloch College Juno, 1958
M.A. University of Minnesota June, 1954
MAJOR Advertising
MINOR Selling
CLUBS AMD ORGANIZATIONS
Advertising Club University of Minnesota

Publicity Club University of Minnesota
Personal Management Club University of Minnesota
Editorial Staff, Yearbook Antloch College, 1951-1952
Journalism Coub Antloch College, 194901952
EXPERIENCE
Assistant copywriter. Elite Advertising Agency
1953-195*
Salesman, Midwest Publishing Company, 1954-1955
REFERENCES
Allen S. Brown, Chairman, Department of Business
Administration, University of Minnesota
George F. MoCormack, Professor, Department of Busi-

ness Administration, University of Minnesota
Sinclair L. Salinger, President, Elite Advertising Agency
James R. Barrett, Vice-President, Midwest Publishing

Company
OTHER INFORMATION
Personnel Work, U.S. Army, 1946-1948

Editor, College Yearbook
Business Manager, Campus Newspaper
Master's thesis: The Psychology of Advertising
Fig. 36. The "personal data" (resum6) sheet may

be varied in any number
of ways, according to the requirements of situation and sender; but this is,
in its major features, a standard form. The material is organized into logical
progressions and sequences; and the data are composed in such a way that the
essential features may be assimilated almost instantaneously. If the occasion
seems to warrant, specific college courses having bearing on the position being
applied for may be added; as may any other information which is immediately
relevant.
card to let me know when it may be convenient while in school, student activities, etc., might
for you to see me.
also be included. If a G.I. student, details of
• • • army experience should be included with men-
I have given here the essential facts about my tion of special training or foreign languages ac-
experience and other qualifications; but there
quired while in the military service.
are probably some details you would like to
have clarified. May I do so in a personal inter-
view? My address and telephone number are FOLLOW-UP LETTERS
given at the top of the enclosed data sheet.
you are writing to a list of concerns, do not
If
• • •
be deterred by lack of answers. Write a second
Please use the enclosed, addressed postcard to
and even a third letter to those that have not re-
letme know when I may come in for an inter-
plied. Your persistence may impress some of
view or whom I may call to make an appoint-
ment.
them even if your first letter did not. In these
follow-up letters try a new approach but link
Out-of-town Applicants: itup with your first letter.
If you have not yet found a position or con-
My Christmas holidays will be from Decem-
sider the one you have taken as only a stop-gap,
ber 22 to January 3. I shall be in New York at
that time and would like to call at your office.
write again to concerns that have answered
Could you please let me know on the enclosed, your letters. Their replies indicate some inter-
addressed postcard whom I may phone for an est, and your letter may reach them at a mo-
appointment after I arrive in the city? ment when they have an opening for you.
• • • In writing follow-up letters of this type,
I shall be in New Haven on June 5 and 6. mention why you are still interested in becom-
Could you give me few minutes on one of
a ing associated with the firm to which you are
these days to show you some samples of my writing; some employers may feel there is
work? I enclose an addressed card for your
something wrong with an applicant who has
convenience.
not found a job after a lapse of time.
• • •
I understand that a representative of your

company will attend the Convention here dur- LETTERS ASKING FOR REFERENCES
ing the week of April 5. I shall be grateful for The depends on the sub-
tone of all letters
an opportunity to talk to him while he is in
ject and the nature of the relationship between
town. He can reach me at the above address or
by phone at . . .
the writer and the recipient. The three letters
below represent respectively, informal, semi-
SAMPLE DATA OR PERSONAL RECORD formal, and formal tones.
SHEET FOR STUDENT OR RECENT Dear Pete:
GRADUATE APPLICATIONS As you may have heard, that big, bad levia-
In such cases the data sheet should follow the than, General Publishing, has now swallowed
same pattern but should describe major courses up my firm. They're keeping about forty per
cent of the staff, but on a seniority basis, which
taken during studies and other courses that
leaves me out in the cold.
might be regarded as supplementary prepara- So I'm job-hunting again, and hope my let-
I
tion for the position applied for. Details of the ters are so good by dozens
you'll be bothered
applicant's scholastic record, details of jobs held of prospective employers checking on my ref-
erences. I'm dating our connection as before, Answers to Reference Requests:

and describing it the same way— as your able
Dear Miss Everitt:
assistant on the copy desk in the years of our
Lord, 1942 to 45. I was sorry to hear that you are temporarily
out of work. I'm sure won't be for long.
it
Yrs,
Of course I was entirely satisfied with your
Joe work, and I will be happy to say so to anybody
Dear Uncle Nat: you refer to me. It will give me real pleasure to
There's a possibility of my placing myself in give you the testimonial of "good character"
a good position in Detroit. It would help if I you deserve.
could add a local reference to the New York I yoa give whomever you refer
suggest that
references I am enclosing with my application. to me my telephone number here. One can put
Since you have had little opportunity to so much more warmth into a conversation than
know me at such a distance, I shall understand it in a letter.
ifyou'd rather I didn't use you as a reference. With my best wishes for an early and fine
But if what you've heard about me is favorable placement, I am,

enough to make you willing to have me refer Cordially yours,
prospective employers to you, I should be very
Alan Kennelly
glad.
Should I land the job, one of the things I Dear Mr. Gates:
would look forward to would be to really get Sorry. The answer is no.
to know you and the other Detroit members I am making such a
surprised at your even
of our clan. request. True, had no complaint about your
I
Best regards to you and yours from the work, but frankly, I found you a real person-
family here. ality problem. Since we had to part company
Yours, on that account, I can't see how you expect me

to omit that from any characterization of our
Edward Dietz
association. I would expect to be told the whole
Dear Mr. Holcomb: truth checked an applicant's references, and
if I
I enjoyed my vacation thoroughly, and in I less if someone relies on me.

can do no
one respect I made particularly good
think I Please don't use my name. I suggest you turn
use of it, I have thought a good deal about my to people from whom you can expect a more
prospects and decided that I would be happier favorable response.
and could look forward to a better future as a
Very truly yours,
credit man than if I were to continue in book-
Mark Wilson
keeping. I am therefore applying to a number
of concerns for a position in their credit de-
partments. Sample Application Letters:
While I was with you, as you will recall, I Dear Sir:
was frequently asked to sit in at conferences on
I believe I am the young woman your adver-
credit problems, and when Mr. Ferris was away
tisement in this morning's Times was addressed
on several occasions, you called on me to carry
to.
on for him. I believe you felt that I made a
My preparation for secretarial work was un-
competent substitute. was my major subject
usually thorough. It at
May I mention this and refer to you in other high school, and I subsequently completed my
respects in my applications? Your help will be
training at Sinclair Business College.
appreciated.
Ihave been working with a small organiza-
Sincerely yours, tion, but I think that has had real advantages
Howard Fenton for me and my future employers. Here I have
been called upon to do a considerable amount Magazines, Inc., (address) and Mr. Samuel
of work other than what is narrowly considered Fried of Continental Products Co., (address).
secretarial. It has given me a rounded knowl- Interviews: I am available at your conven-
edge of business matters. I have been called on ience for a personal interview. I enclose an ad-
to handle bookkeeping, correspondence, check- dressed postcard for notification of the time de-
ing and interviewing. sired. I can also be reached by phone at . . .
My employer, Mr. Walter Blum, of has . . .

Sincerely yours,
been good enough to tell me that I have the
Henrietta Gorrell
ability to handle a bigger job than he is in a
position to provide or match in salary. He has Dear Mr. Spencer:
given me permission to use his name as a refer- Professor Harkness of the Department of
ence. Chemisty of . . . University has suggested that
I can also refer you to Mr. Harrison Sinclair, I write to you. He has asked me to inform you
of Sinclair Business College, (address). I was that he will be glad to give you an opinion of
one of the few whom Mr. Sinclair permitted to my training, and prospects in in-
capacity,
refer to him because of my good training rec- dustrial chemistry, the fieldI have chosen for
ord. my life's work. He has drawn such an interest-

Mr. Blum is also permitting me
go out to
to ing picture of the research being carried on in
interviews. I could stop in at your office at any your laboratories that I can think of no better
time convenient to you. I can be reached here place to begin my work in. I shall receive my
by telephone or postcard. degree in industrial chemistry at the end of the
month.
Sincerely yours,
On a separate sheet I enclose personal data
Beverly Damon and details of my education, army service, stu-
dent and summer vacation and after-
activities,
Gentlemen:
school employment.
Here are the facts which qualify me, I be- I also enclose a paper on Colloidal Sulphur
lieve, for the receptionist's position advertised as an indication of my interests and research
in this morning's Sun. procedures.
Training: After graduating from high school,
Sincerely yours,
I received a complete business training at the
Wilfred Bent
Holland Business Institute.
Experience: Two years as receptionist at Dear Mrs. Crane:
Black Magazines, Inc. (1950-1952); one year I have heard such fine things about your sum-
(1952-1953), receptionist at Continental Prod- mer camp at Rockville that I should like very
ucts Co. much to be associated with it. I assume that you
Age: 24. will soon be assembling your staff for next sea-
Appearance: In both previous positions I was son; please put me on your list for considera-
chosen in response to ads specifying "attractive tion when you choose your counsellors.
appearance." I have natural blonde hair, a fair Although my formal experience consists of
complexion, blue eyes and regular features. My only one season as a counsellor at Camp Atkins,
height is five feet six inches. Ithink I can say that my actual experience goes
Reason for seeking position: I resigned from back further. I began going to camp at the age
Continental Products Co. to take advantage of of five and have spent my summers in camps
an offer to travel abroad as companion to a ever since. On the enclosed personal record
relative. I returned to this country a week ago. sheet I list all the camps I attended and their
Additional Qualifications: I can type, take directors to whom you may refer. In two of
dictation, and do simple bookkeeping. them I was asked to serve as a junior counsellor
References: Mr. George Watkins of Black in the course of the session.
I have led every type of group activity- cannot take here; and that firm, I believe, would
swimming, games, crafts, dramatics, dancing, be getting an experienced man of proven com-
journalism. I have done particularly well in petence, a man who has demonstrated the ca-
group singing. I play the guitar, sing in a pacity to create campaigns that get returns.
chorus during the winter, and have a large rep- I regret that I must stay indoors for the next
ertory of camp songs, folk songs, rounds, and two days. I shall be available after that for an
square-dance calls. interview which can be arranged via the en-
have been invited to return to Camp At-
I closed addressed card or by phone here at . . •
kins but I would prefer a camp with more di-

Yours sincerely,
versified groups of children and more diversi-
Joseph A. Pell
fied activities. That is the reason I hope to find
a place at Rockville Camp. Dear Mr. Cruze:
I am making social work my career and have During the past six years I have been an ad-
been accepted by the New York School of So- vertising free-lance doing copy of all sorts,
cial Work. I feel that my training and interests planning entire campaigns, pinch-hitting for
would help make me an asset to you. vacationers and staff men who had run tempo-
I can be reached for an appointment after rarily dry; analyzing campaigns that seemed
six p.m. at . a » perfectly planned yet lacked a vital spark; pre-
Sincerely yours, paring special promotion pieces; writing cap-
Alison Carter tions and publicity handouts; and even ghosting

banquet speeches.
Dear Mr. Jonas: Up to recently it has been fun. By now,
This is being written from a sickbed. I've frankly, the edge has worn off, and I'm finding
been hit by the current virus epidemic. I am it more legwork than I care for.
writing this note, even though I should be tak- I do not wish to give the impression, which
ing it easy, because the position you advertise would be a mistaken one, that I look to a desk
seems to be exactly what I have been looking job as a sort of retirement. I remain the sort of
for, and my qualifications fit every requirement person who took to free-lancing for its liveli-
you specify. ness; you'll find nothing static or "easy-chairish"

Since these data are supplied on the accom- about me. I feel that I can bring to an association
panying data sheet, I shall not go into details with your organization the gains of these strenu-
here about my experience, education, refer- ous six years—diversity of experience, quick
ences, etc. I should like to explain here, how- improvisation when it is needed, and the ability
ever, why I wish to leave my present position to stand a "stretchout" when that is needed.
as assistant to the Manager of the Direct-Sales Since I am still free-lancing for the time be-
department of a large firm similar to yours. ing, not readily accessible by phone. I am
I am
The head of our department is slated to be- therefore enclosing an addressed postcard for
come a member of the firm and will continue your convenience. Just a pencil notation of the
supervising direct-sales. Consequently, though time you wish to set for the interview and your
I am given considerable freedom and range signature will be enough.
here, there is no prospect in the foreseeable Sincerely yours,
future of my moving up from the post of as-
Ralph Taylor
sistant.
I feel that I have outgrown such a role. And

as one whose sales have consistently
letters
Follow-up Letter:
drawn five per cent returns or better, I think Dear Mr. Paterson:
I am justified in feeling so. Am I still in the running?
In becoming Direct-Sales manager for an- I was surprised and disappointed not to hear
other firm I would be taking the step up that I from you. You found my approach and qualifi-
cations satisfactory enough to grant me an in- Brothers, where I was interviewed the same day
terview. At the end of that interviewyou told that I calledon you. I am writing you because
me that I had made a favorable impression and I would prefer being associated with you. I am
would be seriously considered for the position. to let them know at Clark Brothers by Wednes-
I hope, therefore, since I have not heard from day. Could I hear from you before then how
you to the contrary, that I am still in the run- I stand with you? I enclose an addressed card
ning. for your convenience; or you may reach me
It may sound impatient for me to be writ- by phone at . . .
ing again. But I have a reason for sending this Sincerely yours,
letter. I have been offered a position by Clark John Hay den
CHAPTER EIGHT
COMPLAINTS AND ADJUSTMENTS
There is, of course, nothing perfect in this Make sure of your facts and get them all down
world. Mistakes are bound to be made. Every accurately. Be precise about dates, quantities,
sensible person realizes that. tradenames or numbers of models, sizes, shapes,
you are inconvenienced by a mistake made
If methods of shipment, types of containers, etc.;
by a firm you deal with, you have a right to be specific in setting forth the nature of the loss
complain and ask for a reasonable adjustment; or inconvenience you have suffered and the ad-
but the right does not extend to indulgence in justment you consider ought to be made. If you
bad temper. There no right to abuse others.
is have all this down clearly, you make it simple
Remember that whenever you made an error, for the other party to verify your claims and to
there was usually a reason for it. Assume as make a prompt adjustment.
much for the other person. Don't attribute his It is also important to be courteous, not to
error to ill mere negligence.
intention or prove how civil you can be, but because cour-
Similarly, in acknowledging complaints, tesy is helpful and rewarding in many ways.
don't give way to irritation. Bear in mind the Courtesy will help you restrain your anger
irritation inevitably caused by a mistake. On and therefore make you better able to write the
hand don't go to the opposite extreme
the other clear, accurate and convincing letter that is
and make rash commitments that it will never most likely to result in an early and satisfactory
happen again. You never can tell when rush adjustment. A courteous tone will put the
orders will multiply pressures that may impair reader of the letter in a receptive and compliant
your normal operation; when they will pro- mood. If you impress him as a reasonable cus-
duce temporary strain and confusion; when ill- tomer, the sort he wants to keep on his books,
nesses may compel resort to untrained substi- he will be more likely to make a liberal adjust-
tutes. ment in order to make sure of keeping you.

In writing or answering complaints try to Two mistakes are to be avoided in a con-
bear in mind that indispensable "you" attitude. scious resort to the courteous approach. Some
Try to see the matter from the other fellow's people use a mask of politeness in order the
side in addition to your own. more subtly to get in their digs. Examine your
letter to make sure that under the polite expres-
sions no barb of sarcasm is hidden. Such hidden
THE COMPLAINT LETTER
barbs are particularly resented.
The good complaint letter is clear, concise, The other danger is that of weakness. It is
courteous, and reasonable in its proposals for no discourtesy to let it be known that you have
adjustment. suffered loss or inconvenience; it no dis-
is
It is of the highest importance to make clear courtesy to ask for what is due you. The "you"
what is wrong and how you want it adjusted. attitude is helpful if it serves to strike a bal-
120
ance; it can be harmful if it misleads you into cancel the entire order. We shall have to call in
seeing things the other man's way — all the way.
goods available at the local wholesalers.
So be firm as well as courteous. Yours sincerely,

It is important to be concise in order to make Melvin Hooper
the presentation as clear as possible. Go over Gentlemen:

your letter to make sure that no irrelevancies,
On May 4, at your store, I was given a dem-
or superfluous words, or resentful tones have onstration of the . . . No. . . . television set.
crept in. I was satisfied with the performance of the in-
And, finally, it is important to be reasonable strument and placed an order for it. I certainly
did not expect to get the demonstration model,
in demands for an adjustment. Unfair demands
which works fine but is shopworn. As a
clearly
may arouse suspicion of your claims, prolong matter of fact I recognized from a cigarette
it
investigation, and delay adjustment. Most firms char on the top left hand corner which I had
want to be fair, if only to maintain a good repu- noticed during the demonstration.
tation, and they will react favorably to a rea- I expected and must insist on having a new
set. Please have one delivered here as soon as
sonable approach.
possible and instruct the deliveryman to pick up
In closings, indicate that you expect a reason-
this shopworn model at the same time.
able attitude on the part of the firm. Use such
Sincerely yours,
closings as "I am sure you will give this matter
Wallace Boyd
your prompt attention," or "I am sure you
won't disappoint me in meeting this reasonable Gentlemen:
request," etc. We regret to have to call your attention
again to faulty deliveries—of wrong goods and
goods received in poor condition.
Examples of Complaint Letters: Against our order marked No. 1728, sent you
Gentlemen: on September 4, we received 2 gross instead of

12 gross of ocean pearl No. 14. And instead of
Delivery on our order No. 1422, given to you
styleNo. 22 with 4 holes, we received No. 20
September was promised two days ago. It
14,
with two holes, which we cannot use. Further-
has not yet arrived. These goods were ordered
more, one package was so badly wrapped that
for the pre-holiday sales period now in full
four boxes in it were broken and part of the
swing. Every day's delay means loss and in-
contents spilled, requiring tedious time-wasting
convenience for us.
labor to assort the goods.
If this shipment is en route, please telephone
If were the first instance, we would
this
us and we will see what we can do at this end
merely ask you to correct the shipment and let
to expedite delivery to our premises. If the or-
it go at that. Mistakes can occur in the best
der has not yet been shipped, we will expect
conducted organization. But this is the fourth
you to ship it rush. If the order has been held
mishandled order and we cannot afford the de-
up because you are unable to ship certain items
lays, the inconvenience, and the extra labor this
immediately, please telephone us and we will
instruct you as to what items we need immedi-
imposes on us. We have no complaint about the
goods; but unless you render efficient service
ately, and what items we can wait for, and what
on replacement order, and in the future, we will
items we may have to cancel.
be obliged to do business elsewhere.
In any event we shall expect a call from you
on Monday. If you do not get in touch with us Sincerely yours,
before the end of the day on Monday, please Clifford Scaife
Gentlemen: ganization. Your credit investigation, which

On May 29, I ordered fifty dozen of your you informed me was entirely satisfactory, was
Perfection Model men's shirts in assorted sizes. undertaken after I had made it clear that I wish
We intended these for a one-day special in our to do business on those terms. My first order,
series of June sales. In acknowledging this order numbered 1341 and dated October 2, specified
you assured us of delivery in ample time to con- ninety day terms.

duct the which we scheduled for June 23.
sale, Therefore I cannot understand your form
Relying on your assurance we had leaflet sniff- letter of December 12, which I take to be the
ers and display cards printed and sent out a of your series in cases of deferred payment
first
large neighborhood mailing. on orders taken on thirty days' credit terms.

We did not receive the goods until June 25, Please straighten this out at once with your
two days after the advertised sale. You can credit department. I take pride in my credit
imagine our distress and the inconvenience and standing and it is a distinct annoyance to get
confusion caused by the delay. We had to dunning letters two months before bills are due,
throw almost our entire regular shirt stock on according to the terms of our agreement.
the sales counters, regardless of costs; we had to Sincerely yours,
hold our help overtime and call in extra help to
Horace Pierce
get the goods ready and properly displayed.
Now I do not expect you to meet intangible
losses such as several nights' sleep, possible fu- SERIES OF COMPLAINT LETTERS
ture ulcers that the worry we suffered may kick
up in my partner and myself, and lost good will
Some business houses follow a poor policy in
on the part of customers who couldn't get the dealing with complaint letters. They are negli-
sizes they required. Nor do I insist that it is gent and dilatory, and customers are put to the
your fault; the trucking service you use may be trouble of writing several letters before their
at fault, in which case you can demand satisfac-
complaints are attended to. Such houses learn,
tion from them. Up to now we have had the
sooner or later, from bitter experience, to adopt
right goods at the right time on every order we
placed with you; so we are giving you all the a different policy.
benefit of the doubt. If follow-up letters become necessary, these
However, we expect you to make good the should retain a courteous tone. They should be
tangible losses we suffered. We can replace a
increasingly forceful in expression but should
good deal of the stock we had to put on sale,
never resort to abusive terms.
from the order as finally received. But other re-
placements will represent a considerable loss.
Assuming that the first unanswered letter has
Our bookkeeping calculations show that an given all the facts, here are two follow-up let-
18% discount from your bill will cover our ters that may be written:
actual loss, and we propose this as the adjust-
ment. We feel sure you will agree this is a fair Gentlemen:
settlement, and shall appreciate your sending us On 6, I returned to you twenty-
September
a credit f or $ . . . five copies of The Winter Story which you
Sincerely yours, sent me by mistake instead of the book, The
Eugene A. Voight Story of Jane, by Alice Winter. Although three

weeks have elapsed, I have not yet received
Gentlemen: the books I originally ordered. There is a good
I am sure that when your representative, Mr. demand for Miss Winter's book, and the delay
Earl Hollander, reported back on his call on has been costing me sales. I have filled custom-
me he informed you that I was to get ninety er's orders from a nearby dealer's stock, but
days' term on the orders I placed with your or- at some inconvenience to my customers and
myself. I must ask for immediate delivery or an of the organizations they run. Mistakes are
explanation, so that I may know how to main-
bound to occur; so it is equally unrealistic,
tain stock on this title.
when a mistake is pointed out, to think that it
Sincerely yours,
can't be true, or to feel guilty or tragic over it.
(Mrs.) Millicent Nixon
One of ways to deal with mistakes is
the best
Gentlemen: to avoid them. Here is some preventive medi-
I have received from you no acknowledge- cine against mistakes. This does not mean that
ment of receipt of the twenty-five copies of mistakes can be eliminated entirely, but you
The Winter Story that I returned to you on can reduce them to a minimum by such meas-
September 6; these had been mistakenly de-
ures.
livered to me instead of The Story of Jane by
Alice Winter, that I ordered. Nor have I re-
ceived the books I which is a
actually ordered, MISTAKE-PREVENTION MEASURES
serious matter, since every day's delay on this
Inspection : Have every shipment of goods
wanted book is costing me sales and good will.
inspected before it goes out. This will prevent
I am amazed that I have not been extended
even the courtesy of a reply to my two letters. wrong or imperfect goods going out and con-
I have been obliged to keep my customers wait- stitutes your best insurance against complaints
ing—some, of course, won't wait— while I fill about poor shipments.
orders piecemeal from other dealers' stocks. Check-up Most customers have a good idea
:
I don't know how you wish to conduct your

of the kind of merchandise they can use or sell,
business, but I must know whether and when
and specify their preferences as to color, size,
you can replace the books I returned. If not, I
should like a prompt reply. If I do not receive shape, decorative details, packaging, etc. Check
itwithin the next five days, please close my ac- up on all orders to see that such specifications
count with you and instruct Mr. Evans that he have been followed.
needn't call on us on his next trip. Promptness: Begin shipments on the day
Sincerely yours, the order is received, or as soon as possible. If
(Mrs.) Millicent Nixon delay is unavoidable, notify the customer im-

mediately. That will be your best insurance
against cancellations or complaints over delays.
ADJUSTMENT LETTERS
If deliveries aremade before the promised date,
It is, unfortunately, almost an instinctive re- it gives an impression of efficiency on your pare
action to resent complaints as criticisms. Psy- and builds customer good-will.

chologists attribute such reactions to hidden Instructions: On any goods that may in-
and unrelated guilt feelings that stir up more volve difficulties in handling, assembly, demon-
emotion than the situation calls for. Whatever stration, or display, enclose clear instructions,
this response may be caused by, it complicates in the shipments, for their handling; don't hesi-
the matter. So guard against "over-reacting," as tate to give repeated warnings in these instruc-
the psychologists call it, when a complaint let- tions, against procedures that may cause
ter arrives. damage or deterioration. For example, give ex-
One important thing to remember is what plicit warnings against excessive pulls or pres-
was emphasized at the beginning of the chapter. sures at sensitive points, against neglect of oil-
We live in an imperfect world and it is f oolish ing of frictional parts, against exposure to
to expect perfection from human beings or any dampness or wrong temperature. A manufac-
turer of vacuum-cleaners found that it paid to or where it is desired to keep him on the books
give a personal demonstration, at the pur- for any other reason.
home, with every machine sold.
chaser's Most people are fair-minded and reasonable.
Packing : Goods get pretty rough treatment Assume that about the complaining customer,
in transit. Careful wrapping and crating, with all the way, unless your investigation definitely
use of corrugated paper and other indicates the contrary.

liberal
shock-absorbent materials, are your best assur- your investigation discloses an error by
If
ance that goods will arrive in good condition. someone in your organization, admit it. A
Misrepresentation: Be sure that your ad- ready admission usually disarms the complain-
vertising, and your sales-talk in general, sticks ing customer and predisposes him to be reason-
to the facts. Exaggerated claims lose more sales

able in his demands for adjustment.
in the long run than they gain in the immediate
transaction. A FEW DONTS
Over-selling : Warn salesmen against over- Don't take a flippant or sarcastic atti-
selling. Reorders are better and more profit- tude. You may think you are subtly avoiding
able, in the long run, than big initial orders outright accusation, but you are really imply-
that are followed by returns of unsold goods. ing that the complaint is petty or unjustified,
Not only is there the loss in shopworn and and the customer will almost certainly take of-
over-handled goods, but also the intangible but fense.
serious loss in customer good-will. Don't use terms like "you claim" or "you
Accounting Many complaints : arise of er- state" or"you assert." These imply falsity and
roneous billing or delays in billing, slow proc- are bound to irritate.
essing of orders or remittances, or careless re- Don't use a combative tone. Settling a
cording of orders and payments. Check up on complaint is not to be thought of as engaging
your accounting department now and then, to in a controversy, rather, it is a mutual under-
make sure that things are in order there. taking to rectify a situation that is distressing to
Let us repeat that such measures will not en- both.
tirely eliminate error. You must anticipate that Don't adopt an apologetic tone. In admit-
some errors will occur despite precautions to ting that the complaint is justified avoid ex-
avoid them, and, therefore, that you will have pressions injurious to your firm's reputation.
complaints to deal with. If you are wise you Avoid terms like "failure," "breakdown,"
will not look at such complaints as nuisances; "poor results," etc., which imply faulty organi-
you make use of them as danger signals
will zation, inferior goods or inefficient operations
showing you where some flaw or strain may It is not necessary to admit more than that an
have developed in your organization. error, you regret, has occurred.
In handling a customer's complaint make a Don't use scapegoats. It may seem con-
careful investigation to determine whether the venient to put the blame on a packer or a file
fault is yours, his, or a third party's — railway, clerk. But you owe your employees the same
truck service, etc. In borderline cases most loyalty you expect from them. And blaming
firms give the customer the benefit of the doubt, them will simply leave the impression that you
especially where the customer has a good have an inefficient staff. It will injure your
record of reliability and above-board dealing, reputation. As we said before, it is not neces-
Business Letter Writing Made Simple US
sary to domore than admit and regret the error. reasonable, there are always some who are not.
Situations may, of course, arise where it be- Sometimes ordinarily upright citizens are
comes necessary to put the blame specifically tempted to take undue advantages of a mistake.
on an employee, but each such case should be And sometimes ordinarily reasonable people
carefully judged. may be under a temporary emotional strain
Don't write more than is necessary to that causes them to "over-react" to inconven-
make your point. iences and to make unreasonable claims.
Even in such cases your tone should be calm.
It should make clear that you don't like to be
ADJUSTMENT POLICIES
taken advantage of, that you are ready to co-
In making adjustments three policies may operate with all your accounts, and that it is
be followed. One is the "customer-is-always- only reasonable to expect similar treatment
right" policy. Firms that have such a policy from them. In that spirit express your position
grant customers' claims as a matter of course. firmly and fairly.
Such firms are usually those dealing in very ex-
pensive merchandise with an elite clientele not
likely to indulge in petty "chiseling."
THE CORRESPONDENT
Opposed to this is the caveat emptor policy. The foregoing should make it obvious that
Caveat emptor is a Latin phrase meaning "Let the correspondent who handles complaint let-
the buyer beware." It is a legally permissible ters must be a tactful and responsible person.
policy and the law will not indemnify a buyer Yet many firms make the mistake of treating
who has failed to investigate the seller's claims complaints or inquiries in a hit-or-miss fashion.
and the merchandise before acceptance. But They hand over complaint correspondence to
the caveat emptor policy is seldom used by anybody who happens to have time on his
reputable concerns today. They would not hands. This erroneous procedure makes im-
stay established very long if they did. possibleany consistent or reliable policy for
The most accepted policy is to investigate which continuity and responsibility are essen-
each complaint and to grant the adjustment tial.
the investigation calls for. It is a mistake to disregard the opportunities

for promotion and building good will that the
ESSENTIALS OF THE ADJUSTMENT proper handling of complaints Wise offers.
LETTERS businessmen consider prompt handling of com-

plaints by a high-status executive, and liberal
The opening should express regret over the
adjustments when warranted, a form of public
loss or inconvenience suffered by the customer. relations well worth the cost.
This should be followed by a clear explanation
of the cause of the difficulty, so far as your in-

vestigation enables you to determine it. Next IN HANDLING COMPLAINTS
might come a clear statement of the adjustment Avoid delay Promptness is
: of the first con-
you propose. The closing should attempt to re- sideration.The more time a customer is
gam or reinforce the customer's good-will. allowed to stew over his complaint the hotter
It is not always possible to satisfy the cus- he gets about and the more unreasonable he
it
tomer. Although most people are honest and becomes. Grievance over the delay is added to
THE
KORFUNDcomc
49-15 THIRTY SECOND PLACE • IONQ ISLAND CITY I.N.Y.
natural CORK.STEEI SPRINCS.PuestR mountinos
Gentlemen:
We recently had the pleasure of filling your order for

Korfund Vibration Control Products.
Since you have no doubt installed them by this time, I am

writing to make sure that you are entirely satisfied with
their operation. We believe that the materials furnished
should provide excellent isolation for your equipment.
However, if you have experienced difficulty, please write
to us giving full particulars. We are anxious to make
every installation a successful one.
I will greatly appreciate a letter from you stating how

this installation is working, and if. we can be of further
assistance on other vibration control problems, please
let us know.
Very truly yours,
THE KORFUND COMPANY, INC.
Donald H. Vance
Vice President
P. S. I hope you will pardon this form letter, but since

we attempt to follow up every major installation, I am
sure you'll understand that this is the only practical
means of giving this additional service to our customers.
SOLE DISTRIBUTORS OF ARMSTRONG STANDARD DENSITY VIBRACORK
Fig. 37. This may be characterized as a "customer relations" letter: it offers the
firm's services should any adjustments be necessary, on its own initiative. This kind
of special attention to customers results in valuable creation of good wilL, with all
that asset's tangible and intangible benefits.
original grievance. And delay also gives him istantamount to saying "we don't trust you."
more time and more occasion to gripe about If you have a good reason for holding up
it to other businessmen, to the detriment of such a shipment, give the reason. For example,
your reputation. If it is going to take extra time explain to the customer that you will be better
to investigate and work out the adjustment, tell able to give him completely satisfactory service
him so at once; and keep him informed, step by after you have inspected the rejected goods to
step. Then he sees that his complaint is being determine what is the trouble.
acted upon, and that your firm is anxious to
settle the matter as quickly as possible. TURNING COMPLAINTS INTO ASSETS
Avoid minimizing the complaint : A com-
plaint may seem petty to you. But it isn't so to
Good businessmen find ways to put to good
the customer, or he wouldn't have taken the
service the complaints they receive. They use
trouble to write to you about it. Avoid any them to detect flaws in their goods or their
implication that you consider his grievance operations. They also use the prompt handling
trifling or uncalled for. Try to give the matter
of complaints to emphasize the efficiency of
the same importance he gives it.

their services.
Avoid grudging concessions: If you ac- Indeed some firms actually seek to elicit com-
cede to the customer's demands, do it cheer- plaints.They feel that dissatisfaction is less
fully. Beware of the grudging tone which, in harmful when brought out in the open than
effect, takesback again what has been given. when submerged in passive discontent. They
If a customer's good will is important enough send out letters designed to get discontented
for you to grant a concession, then it is cer- customers to air their complaints; and such let-
tainly important enough to do so without risk- ters usually more than pay their way in re-
ing offense. A letter reading, "It seems to us gained clients, increased business, and valuable
that the damage was caused by dampness in testimonials.
your storeroom. Just the same we will replace Mail-order houses are continually combing
the goods," is pretty sure to leave the customer their lists for names of customers who have
resentful. A better letter would read: "We re- stopped ordering goods. Letters asking them to
gret the inconvenience caused by the spoilage. voice complaints, if they have any, bring some
A replacement shipment is on its way to you, complaints valuable for the weakness they
and should reach you within the next four days. spotlight, but also useful information of other
May we suggest that you store the goods in as kinds, and more than enough orders to pay for
dry a place as is available, to avoid possible the mailings.
similar spoilage in the future." Makers of expensive or complicated equip-
Avoid blaming the customer: Without ment frequently ask customers whether they
going so far as "the customer-is-always-right" have any complaints and offer immediate serv-
principle, it is a good rule to avoid blaming the icing if they do. In that way they prevent
customer. Not only should outright accusation more serious complaints, later, and so impress
be shunned but also any expressions that imply customers with their service that the latter are
distrust. Telling a customer that a "shipment generally willing to supply the names of friends
to replace the damaged goods will be made as who might be prospects for the same equip-
soon as these goods are returned and examined" ment.
AT LEAST SYMPATHY noted above, try to make some concession, or
In the actual adjustment letter the corre-

offer some advice that will leave the customer
common ground with the feeling that he has not been entirely
spondent should try to get on
with the customer by agreeing with him in rejected. A "washing-machine manufacturer
some way — if nothing else, by expressing re-

will not
down from
exchange machines that have broken
obvious mishandling, but the com-
gret for the inconvenience his letter has re-
ported. Leaving aside exceptional cases that
pany always offers to repair a damaged part at
cost. Usually the customer accepts, and this
require very special handling, this sympathetic
provides the opportunity to impart tactful in-
attitude should extend to offering something to
the customer even where his claims are re-
struction in the care of the machine while the
jected.
repair is being made.
For example, a store that refused to exchange

THE DIPLOMATIC AGREEMENT
a suit with a stain, succeeded in appeasing the
If the complaint is justified, do not hesitate
customer with a paragraph of advice on how to
to acknowledge a mistake. Prompt and un-
remove the stain from the wool, at the same
grudging acknowledgment of mistakes disarms
time offering to clean the suit, if desired, free of
the aggrieved customer and makes him more
charge. This evidence of the store's desire to
amenable to reasonable suggestions for adjust-
be of some service helped to retain the cus-
ment.
tomer's good-will.
But don't make the mistake, already warned
THE DIPLOMATIC REJECTION and overplay-
against, of exaggerating the error
ing the customer's grievance. Never acknowl-
In the above paragraph an example was given
edge a mistake in such a way as to disparage
of how a bit of helpful advice helped soothe a
your organization's product or services. That
complaining customer whose claim was re-
mistakes do occur is explanation enough.
jected. When not even that much can be done
for the customer, remember that "a soft answer WHERE A THIRD PARTY IS AT FAULT
turneth away wrath." If one cannot satisfy the
Where your investigation establishes that a
customer one can at least minimize his disap-
third party is at fault—mishandling by truck- a
pointment by an understanding approach.
Be impersonal in discussing the complaint
man or loss in transit —do not the matter go
let
with that explanation. Give all the service you

itself but show sympathy for the loss or incon-
can in an effort to rectify the fault. Notify the
venience described in the letter of complaint.
carrier, yourself, immediately. Ask that a tracer
Avoid anything that might be construed as an
be sent out. Don't bother the customer with
accusation of neglect, stupidity or dishonesty.
any of the chores of tracing unless he alone can
Make your explanation of what happened at
take certain necessary steps.
your end simple for him to follow. Never let
the refusal precede your explanation be- Examples of Adjustment Letters:
cause then the explanation may sound like an
Dear Mr. Struthers:
excuse. Always have the refusal follow the ex-
I thank you for your letter of April 1 2 about
planation and then the refusal will sound like
the good and bad points vou have observed in
a logical conclusion. your first hours of driving in your new auto-
Never make the refusal an outright one. As mobile. Minor adjustments are usually neces-
sary in a new machine, as you well know, and I printing, binding, postage and handling) have
am sure that we will satisfactorily take care of risen 112% since the year you joined the club.
the "bad points." We did all we could to avoid passing on these
From your description we think the brake heavy increases to our members. As a result of
bands may be out of alignment. The vibration our efforts we limited the increases to members
in the radio dials probably comes from loose to 39% instead of 112%. We did this by re-
connections. Any time you can spare the car organizing our operations and our arrangements
we will have these matters looked into and, if with publishers and authors. Throughout, our
more than alignment and tightening is neces- aim has been to let as little of the burden as
sary, we will install new parts. possible fall upon the members.
We are glad you reported this to us. We Consider other among your regular
articles
should rather have you know how good the car purchases. Are many among them for
there
can be as the result of timely adjustments than which you are paying as little as 39% above the
risk more serious trouble later. We will regard price you paid for them six years ago?
it as any way the car fails
a favor to be told of That isn't all. We have just entered into spe-
to give you the complete satisfaction you have cial arrangements with art-book publishers that
every right to expect. will enable us to give our members extra values
Sincerely yours,
in book dividends. These values will enable
members who purchase enough books to earn
Vincent Raferty
two or more dividends to pay no more for their
Dear Mrs. Barton: total book purchases than they did six years
This is to acknowledge receipt of the blouse ago!

that was scorched when ironed with the dial set So you see, we haven't joined in the "man-
at heat for cotton. The material is not all cot- hunt of the poor consumer," as you so graphi-
ton, but a mixture of cotton and nylon. Our cally put it in your letter. are workingWe
sales staff is instructed to make this clear to harder than ever to fulfill, even in these days of
every purchaser. But sometimes a sales person rising prices, one of the major aims with which
assumes that the purchaser has heard the ex- we started in business— to give the bookbuyer
planation just made to another customer and the most for his budgeted book dollar that he
fails to repeat it. That was what may have hap-

can get.
pened in this instance. The fact is, Miss Sarton, that to get che most
We are sorry you suffered any disappoint- for your dollar you need the club today as
ment or inconvenience as a result. We will never before. I hope you will rejoin and take
make whatever adjustment you prefer— by send- advantage of the special offer described in the
ing a new blouse, which we shall ship out as enclosed folder.
soon as we receive your instructions, or a re- Sincerely yours,

fund. Averill Beaton
Sincerely yours,
Dear Mr. Leslie:
Elaine Howell
Wecan understand your disappointment,
Dear Miss Sarton: during your Mexican vacation, over finding
We are sorry to receive your note cancelling that you lacked fluency in speaking Spanish,
membership in our book club. I think you though you had mastered our Home Spanish
might like to know some of the reasons for the Course according to all the tests you reported.
increase in book costs we have been compelled Perhaps the explanation lies in this passage
to make. Perhaps, after you have considered from your letter: "I am naturally shy and be-
them, you may wish to change your decision come tongue-tied when confronted with diffi-
to resign from the club. culties in self-expression. Imagine the embar-
Production and service costs (paper, cloth, rassment I suffered on finding myself practically
inarticulate when I could not find the right Dear Mr. Chandler:
word or the right construction." We were surprised by your letter of August
Yes, we and sympathize with
can imagine it, 18, thatyou would like to return your unsold
your difficulties. Yet, there is no doubt, from White Gas stoves. It was a relief to know that
your reports in our records, that you had ac- your action was not prompted by any short-
tually mastered the language as far as anyone coming in the product, for we have put much
can through a correspondence course. In fact, effort and expense into its development.
your tests show that you did considerably bet- The White Gas stove is useful not only for
ter than the average. picnicking and outings. Therefore the poten-
It would appear that the trouble is in lack of tial sales season is not over by the middle of
confidence in public speaking. Everything August. White Gas stoves have been designed
points to and also points to the remedy-
it, also foremergency use, and emergencies may
some measures to build up your confidence in occur any time of the year. As a matter of fact,
public speaking. Therefore I suggest your tak- such emergencies are frequent in Long Island,
ing our course in public speaking. It will en- where gales and heavy snowfalls knock down
able you to get the full value of your Spanish the power lines.
course by dealing with the difficulties that pre- As you know, summer renters are staying
vent you from speaking with confidence. longer; those who own their own cottages are
Because of your disappointment we should coming out more and winter weekends; and
fall
like to propose this special adjustment. We will many down, in your area, as perma-
are settling
let you take the public speaking course at a nent suburbanites. In most cases the utility they
third off the regular fee. That will not only as- use is electricity; and that utility is most vulner-
sure you a more pleasant vacation in Mexico the able to hurricane, gale and snowfall damage.
next time you go there, but will help you in It will interest you to know that Hoiiister's,
countless other ways—in business and social re- in neighboring Port Jefferson, has just re-or-
lations, in making possible things that hesitation dered White Gas stoves. They have been push-
in public speaking has kept you from, in realizing the stoves to customers as emergency equip-
ing innate capacities for leadership, and in de- ment against the expected September gales.
veloping other potentialities. In view of the sales potential of the item, we
We think this adjustment will prove to be feel your desire to return the stoves is not justi-
fair and valuable to you. fied. We suggest that you take advantage of
Hoiiister's experience and push the stoves to
Yours sincerely,
your own customers as emergency equipment.
Barrett Holmes Let us know how you do. It will not surprise us
if your next report takes the form of a re-order.
Dear Mr. Stechert:
A Sincerely yours,
jar of our Hymettus Honey is on its way
to you. Stephen Webb
Your with the dollar enclosed never
letter
Dear Mr. Parsons:
reached We
have notified the Post Office
us.
our wire today,
This is in confirmation of
at our end, and we suggest that you notify the
"Duplicate shipment on way. Tracing first
Post Office at your end. Such loses are rare, but
shipment."
reporting them helps to keep them rare.
Meanwhile we hope this mishap will not
On receiving your letter informing us that
the goods had not reached you,we immediately
deter you from expressing your enjoyment of
checked our records. We found that your order
the honey in the way our customers usually do
had been made up the day it had been received
—by regular re-orders.
and that it had been shipped the following
Sincerely yours, morning via the Railroad. We reported
. . .
Gregory Toplos the delay to them but did not wait for the out-
come of their investigation. We immediately If you can see your way clear to send your
made up a duplicate shipment which, as we orders about two weeks before you need . . .
wired you, on its way to you. We sent

is it it will help us lay out our plans so as to get the
"Special— Rush" and it should reach you in ... to you by the time you need them.
time for your sales week. Perhaps you'll find it convenient to mail us an
I believe this is the first time anything of this order now to be two weeks or so. We'd
filled in
type has happened and, as you can see, it was appreciate it if you would do this, for we cer-
through no fault of ours. want to thank We tainly want to give you the kind of service that
you for letting us know so promptly so that will please and satisfy you.
the replacement shipment could be made in
time.
A customer wrote for a price on an item. George
quoted. The customer came back with the informa-
Sincerely yours, tion that a commission house in New York was sell-
Claude Pilcher ing the same article at a price lower than the one
The following is reprinted from an article by George had quoted. "Moreover," wrote the peeved
customer, "I can buy the Jones brand, just as good
Charles A. Emley in The Mailbag:
as yours, for ... a gross less than you charge for
George Hankins, a letter writer I know, has yours." He left-handedly accused George's firm of
boosted his firm's sales several thousand dollars in maintaining a two-price policy and wound up with
the last two years by the simple process of turning this ominous threat. "You may ship the 25 gross at
complaints into orders. the price I specify on the attached order" (10%
Let's see how George does it. Perhaps we can do lower than the price George had quoted), "or cancel
likewise. the order."
A customer wrote George's firm a sizzling letter George lighted a cigar, wheeled around to his
demanding an explanation as to why it had taken ten typewriter and wrote this letter which brought a
days to fill his last order whereas orders sent previ- courteous answer from the customer and instructions
ously had been filled in three days. The delay, it de- to ship the twenty-five gross at the price originally
veloped, was due to the fact that at the time the order quoted:
arrived the factory was oversold. True, someone
should have so informed the customer. But, as often
As much as we appreciate your order of June
10, we cannot fill it at the special price you men-
happens in the best regulated (?) offices, someone
tion because our best price is the one quoted in
didn't.
our letter of June 2.
Now, it is likely that the "average" letter writer
You realize, of course, Mr. we . . . , that if
would have undertaken to soothe the angry customer
were to give you the benefit of a special price we
and let it go at that. George, however, scenting an
would do an injustice to our many other custom-
order, went a step further and wrote the customer
ers. Moreover, you wouldn't have much confi-
the following letter. The result was a $300 order.
dence in us if we were to quote you a price, as-
Your letter of . . . , for which we thank you, serting it to be our best, and then, upon your in-
came this morning. sistence, give you a better price. You would look
Certain it is we're sorry that there was a delay upon us as a two-price house and forever after
in shipping the . . . you ordered on May 26. It regard our quotations with suspicion.
really couldn't be helped. The demand for . . . Obviously, we want you and all our other
has been so big lately that we've found it utterly friends to think of us as a one-price house—as a
impossible to fill all orders as promptly as for- house that puts out quality products and sells
merly. them with quality.

at a price consistent
As the demand is increasing and as it will take True, you may be able to buy the A brand at a
some little time for us to increase our manufac- lower price than we charge for ours. The A
turing facilities, we wonder if you'd like to co- brand may be as good as ours. don't know. We
operate with us by anticipating your needs. We do know that you can buy (name of prod-
uct) at a lower price than that charged for the A Thank you for your letter of August 9 in
brand; but we doubt very much if you'd want to which you question the price of the ... on our
offer ityour customers.
to invoice of August 5.
The one thing you are sure of when you buy That price \s correct, Mr. Jones. Owing to
our ... is that you're getting a strictly quality recent increases in the costs of materials and
product, the kind that will satisfy the folks upon labor it is necessary for us to charge a little more
whom you and your customers are dependent for our ... in small quantities.
for your progress. That's worth thinking about, At the time the new prices went into effect we
isn't it? sent to each of our customers a letter explaining
Whichever of the New York commission why the increase was necessary and a new price
houses is selling our ... at the ridiculously low list. Evidently we may have neglected to send a
price you mention is not making any profit, for letter and a list to you, or if we did send them
our rock bottom price to everybody is . . .

they've gone astray. We're sorry.
You will agree, Mr. that no firm could
. . . ,
You'll observe from the attached price list that
long exist by making a practice of selling on there is an extra discount of 10% on shipments of
such a narrow margin. 25 gross. Now if you'll send along an order for
Anyway, you may rest assured that we are 13 more gross we will gladly combine it with
not giving this house, or any other, the benefit your order of August 1, bringing the total up to
of a special discount. 25 gross and give you the benefit of the extra
So, all things considered, we're confident that 10%.

you will instruct us to ship the ... on your As . is a brisk seller with you, we're confi-
. .
order of June 10, at the price we quoted in our dent you'll welcome the opportunity to take ad-
letter of June 2.
vantage of this offer.
Increases in the cost of material and labor made it

Here is the customer's answer:
necessary for George's firm to increase the prices on We thank you very much for your courteous
small quantities of one of its products. A letter ex- letter of. . . . You may ship us 13 additional
plaining the why and the wherefore of the advance gross at once and give us the benefit of the extra
in prices and a new were sent to each customer,
list 10% discount on the entire 25 gross.
or supposedly so. One morning shortly after the new We assure you that we appreciate your kind-
prices had gone into effect the following letter came ness in telling us about the additional discount.
to George's desk:
It isn't wise, of course, to try to turn all com-
Wehave received your invoice of August 5 plaints into orders. It is better in some cases,
and note that you charge us for. This . . . . . .
depending on the nature of the complaint and
is a mistake. The price should be. Send us
. . .
how mad the customer is, simply to "pour oil
corrected invoice at once and tell your billing
department not to make such mistakes, for they
on troubled waters." Nevertheless, hundreds
cause us a lot of trouble and extra work. of complaints that are adjusted in the old fa-
miliar way could be turned into orders with the
Evidently one of two things had happened: either
aid of the right kind of letters.
the letter and price had gone astray or someone
list
had neglected to send them. So George wrote the George has given us a few hints on how to
customer this letter: write this kind of a letter.
CHAPTER NINE
MISCELLANEOUS BUSINESS LETTERS
Inquiries and Replies; Orders and Acknowledgments; Introduction and Recommendation; Social
Correspondence in Business, Inter-Office; Good Will; Payments by Mail.
ROUTINE LETTERS details. Similarly, the important thing on the
In terms of quantity the largest part of busi- part of the correspondent in answering such
ness correspondence consists of routine letters

inquiries is to make the reply full and precise
— inquiries, replies to inquiries, orders and re-

so that the inquirer does not have to come back
mittances, acknowledgments, bills, etc. In these
to him to have matters cleared up or filled out.
If the information sought is adequately

letters the writer needs little art; the basic re-
covered in a catalogue or booklet, enclose it in
quirements are to be clear and accurate.
your reply and use the letter to refer to the
paragraphs or pages dealing explicitly with the

INQUIRY LETTERS matter inquired about.
Inquiry letters and replies to inquiries should To facilitate quick comprehension both of
be concise, simple, and direct, except in cases the inquiry and the reply it is advisable to pre-
that call for sensitivity, judgment, or tact. An sent them as separate items, allowing an indi-
inquiry about the price of an article need do no vidual paragraph for each.
more than ask the price. But an inquiry about If either the question or the answer is to be
credit standing or about a job opportunity, and kept confidential, do not rely on the other per"
the answers to such inquiries, require care and son to guess it. Say so. Examples:
tact. (See chapters on Credit, Collection and Gentlemen:
Employment Letters.) Similarly answers to We are organizing a summer camp for boys
inquiries in mail-order campaigns, where the and are market for 24 two-occupant port-
in the
objective is to produce sales, call for thought able tents for camping out. We are undecided
and skill. (See chapter on Mail-Order Sales whether to use conventional canvas tents, with
which we are familiar, or your new nylon
Letters.)
tents. Would you be good enough:
In ordinary inquiries, however, the impor- To send us whatever literature you have avail-
tant thing, on the part of the inquirer, is to able on the construction of your nylon tents,
phrase his questions simply, precisely, and in- accessory equipment, etc.
clusively so that he can be told just what he To inform us of their suitability to the sum-
mer climate of the Catskill Mountains, where the
wants to know, without extraneous matter;
camp is located.
and also all that he wants to know so that he To furnish comparative weights and costs be-
does not have to send further letters to fill out tween canvas and nylon.
133
To give ns an idea of the durability of your ANSWERS TO INQUIRIES

product with estimates of how many years of Dear Mr. Alexander:
service may be expected in ordinary use.
We shall appreciate your referring us to cus- We thank you for your letter of August 16
about our line of women's belts.
tomers who have had experience with your tents
in conditions approximating those of the boys'
We wish to your attention to the perfo-
call
rated pages in the back of the enclosed catalogue
camp in the Catskills.
containing information on terms and convenient
Sincerely yours, order forms.
Arthur Ives Ours is a quality line. It is used for accessories
by manufacturers serving exclusive shops, and is
Gentlemen:
stocked by the New York Fifth Avenue stores.
We are in the market for a line of work pants. We hope to have the pleasure of serving you.
We should like to know—
What fabrics you make up. Sincerely yours,
What colors. A. S. Cantor
Minimum orders accepted per size. Dear Mr. Jones:
Terms (including discount for cash).
Because of the decline in demand we have dis-
Please send us a swatch catalogue with your
continued manufacture of the "union suit" type
reply.
of men's underwear.
Sincerely yours,
As the enclosed catalogue illustrates, we carry
Bruce Samuelson a full line of the currently popular types of
Gentlemen: men's underwear in a wide range of styles, col-
ors, and prices.

My wife and
I will be in New York for the
Christmas week vacation. We are people of
Wewill be happy to serve you.
modest means — I am an associate professor at Sincerely yours,

the University here. We should like good (not V. A. Miles
lavish) hptel accommodations in Manhattan,
Dear Mr. Hector:
but a little out of the immediate railroad-ter-
Since your letter does not make clear what
minal district. We would like to take in the
your speech defect is, we are unable to furnish
theater (dramas, not musicals). We enjoy good
a specific answer.
cooking, preferably without noisy entertain-
ment.
Our public speaking course has been designed
Would your bureau book reservations such to help shy people who are not sure of them-
selves to speak readily and effectively in public.
as we describe and provide information about
If your defect is among those associated with
restaurants?
shyness, we are confident that the course will
Could you send us a selected list of hotels that
help you overcome it.
would come within our description, listing loca-
But if the defect is organic, that may require
tions and price ranges for rooms for two?
surgical treatment. If it is a long-standing prob-
Could you list the well-reviewed plays and
lem, such as chronic stuttering, that may call for
the price range for seats in medium locations.
Fortunately our vision and hearing are good.
psychiatric treatment. We recommend that you
try to determine the cause with the aid of a
you can provide such services, we
If will send
physician or professionally qualified person.
you, by return mail, our first and alternate
But common difficulties in speaking—such as
choices of hotel and theater reservations and a
inability to face an audience, lack of practice of
check for whatever sum you may require for de-
organizing a speech, unfamiliarity with the tech-
posit.
niques of preparing material, groping for words,
Sincerely yours, difficulties over parliamentary rules, etc.,—can
Howard Carver be overcome by our course of study.

—
If you do not find here the answer you re- from the customary procedure, if delivery is
quire, please try us again with the questions put
to be made to an address other than the regular
in more specific terms.
mailing address, anything requiring specific in-
Sincerely yours,
structions should be made clear, and should be
Marc Rafferty given a separate paragraph to prevent its being
A final note: Though answers to inquiries misunderstood or ignored.
aeed not be elaborate, they should avoid stuffy Where remittance is enclosed, attention
over-formality. For example, instead of "Ac- should be drawn to it and its nature specified
knowledging yours of the 20th requesting a whether it is by check, money-order, express-
copy of our booklet, Paint It Yourself, we wish order, draft, cash, or stamps.
to advise you that the booklet is being mailed to Even in letters transmitting orders for goods,
you forthwith," write something like: "We are ordinary courtesy and tact should be observed.
17
pleased to send you our booklet, Paint It Your- In his book "Effective Letters in Business,
self, which you requested on May 20. Its sug- Robert L. Shurter gives an example of a tactless
order letter that drew a deservedly caustic re-
gestions have been useful to people of good
taste who must
keep within a modest budget." ply: The letter
—"Gents. Please send me one
Or, instead of "Yours of September 10 received of them gasoline engines you show on page 785
and if it's any good I'll send you a check for it."
and contents noted. Be advised that the matter
has been put into the hands of our Sales De- The reply "Dear Mr. — Please send
. . .
partment from whom you should us the check and if it's any good we'll send you
hear
the engine."
shortly," write something like, "Our Sales De-
partment has your inquiry of September 10 Variations from ordinary punctuation are
and is assembling material which should be frequently used in orders. To compress items
helpful in answering your questions." minimum number of lines,
into single lines or a
customary punctuation may be omitted and
ORDERS every possible abbreviation used. Names of
Many firms use printed order forms. If for

words
separate articles are capitalized and also
some reason a letter is needed to accompany or that help to distinguish them from other kinds
precede the order to add some specific instruc- of goods of the same order. Thus Red will be
tions about the order, make the letter concise capitalized to distinguish it from other colors
and unmistakably clear. an article may be manufactured in; or Wool to

Where the letter itself constitutes the order, distinguish a garment in that fabric from gar-
care should be taken to make it direct, clear, ments in other fabrics. The objectives are con-
and accurate. To facilitate this it is advisable to ciseness and clarity and any typographic or
arrange the items in tabular form, giving a sepa- grammatical means that promote these ends
rate line to each. Details of color, size, material, is justified.
price, identifying mark or number, etc., should

be precisely stated. Manner of shipment should ORDER LETTERS—SOME EXAMPLES
—
be specified whether by mail, express, freight,
Gentlemen:
etc.
Please rush to us to reach our stockroom next
goods are needed by a certain date, if
If the Thursday: 10 doz. Yo-yos, 50 checker sets, 50
method of payment is, in any way, to differ anagram sets. This is for a special sales week
which is going weD. Our stock on these items is will be at the yards tomorrow. It should reach
running out. you well within the time you specified.
Our regular purchase order is being made out Sincerely yours,

in the routine way and should reach you in a
H. Hudson
J.
day or two; but please do not hold up delivery
of this special order. A delay of even a few hours Dear Mr. Jones:
may mean lost sales. We have just telegraphed you the following:
Sincerely yours, "Cannot ship your order May 10. Goods not
Kenneth Miller
available." The telegram was sent to minimize
any inconvenience this may cause you. We can
Dear Mr. Bates: supply the cheaper grade, #43, on the date re-
The enclosed purchase order is in confirma- quired. The earliest we can supply the #41
tion of the order we placed with you over the grade specified in your order would be June 11.
phone this morning. Theorder was phoned in If the #43 grade is all right, please wire collect
to avoid delays. I must emphasize again that the and we will ship immediately.
shipment must reach us before October 4, when Sincerely yours,
our sale will start.
Adam Pierce
Sincerely yours,
Dear Mr. Poynter:
Seth Bellows
Thank you for your order of August 14.
Gentlemen: Unfortunately your letter did not specify
Please send us, for earliest possible delivery, which color or colors, and which weight or
the following goods selected from your latest weights, you wish. In our Queen's Taste sta-
catalogue. Charge my account. tionery line the colors are Rose, Fern, Mauve,
3 doz. Men's Nylon Hose, Black, Beige, Robin's Egg, Canary, Russet, Shell White,
asst sizes @ $4.00 $ 12.00 and Alpine Snow. The weights are Tissue, Reg-
3 doz. Men's Nylon Hose, Blue, asst. ular and Baronial. Probably our catalogue was
sizes @ $4.00 12.00 not at hand when you made out your order. We
3 doz. Men's Nylon Hose, Brown, are enclosing another giving samples of each col-
asst. sizes @ $4.00 12.00 or and weight,
V/z doz. Men's Nylon Hose, Green, A prompt reply will be to our mutual advan-
asst. sizes @ $4.00 6.00 tage.
4 doz. Men's Cotton Hose, Black, Yours sincerely,
Triangle Clocks $4.50 @ 18.00 Eric Hunter
2 doz. #61 Work Shirts, asst. sizes
Dear Mr. Magnes:
@ $9.00 18.00
2 doz. Men's White Broadcloth Cot- Thank you for your order for Clover Danish
being shipped out to you to-
ton Shirts, asst, sizes @ Blue Cheese.
day.
It is
$16.00 32.00
We enclose a catalogue of our other products.
$110.00
Please note that with orders of $10.00 or more,
Ship freight. may receive, free, their choice of a jar,
customers
Sincerely yours, of Lingonbeny or Currant preserves.
Charles Bloom Yours sincerely,
ACKNOWLEDGMENTS Einar Toksvig^
Dear Mr. Thayer: FOLLOW-UPS ON ORDERS

Thank you for your order of October 5. As
you instructed, it will be shipped freight, via the Sometimes orders are poorly attended to and
D & W. The order is being made up today and it is necessary, strange as it may seem, to jog the
attention of the supplier. Here, again, as em- troubles in the lumber industry. These made it
phasized in the section on Complaints and Ad- difficult for us to secure proper crating materials
justments, an irritable tone is inadvisable,

for the goods. Rather than risk damage in transit
we held up the shipment until satisfactory crates
even where loss or inconvenience has been
were available. We have now managed to get
caused by the delay. A calm letter will get some from another source of supply. Even
quicker and more favorable attention and will though our shipping costs have risen, we feel the
enhance the writer's status as a considerate cus- added expense, like the delay, is preferable to
tomer whose patronage is worth retaining. It is having the machinery arrive in poor condition.
Your order was shipped out today, express.
seldom necessary to write more than one re-
We hope it reaches you in good time as, we are
minder; but when that becomes necessary, a confident now, it will reach you in good order.
sharper tone is not always politic, especially
Sincerely yours,
where the writer has reasons of his own for
Mark Lyons
maintaining business relations with the ineffi-
cient firm. Examples:

LETTERS WITH ENCLOSURES
Gentlemen:
When remittances such as checks, etc., or
Although our order #216 was acknowledged
when invoices or special notices are enclosed,
on June 2, and it is now near the end of the
month, the air conditioners have not yet arrived.
the number of enclosures should be stated in
We have already undergone a hot spell, and soon the letter. This is customarily done in a sepa-
July will be upon us. I cannot understand the de- rate line, at the left margin, under the signature.
lay or your leaving us without an explanation
Gentlemen:
for your delay in delivery of such a seasonal
article. Up to now your deliveries have been The enclosed check for $146.00 is in settle-
prompt; and expecting delivery any day, I did ment of our account to date. We also enclose
not write to you. There is no question now that your bill. Please receipt and return it.
I shall lose some sales and I expect you to make Sincerely yours,
up for the lost time, not to speak of the lost busi- Joseph Evans
ness, by shipping the goods by express at your
2 enclosures
expense. Please wire what you plan to do in the
matter. Gentlemen:
Sincerely yours, Thank you for your order #324 for a dozen
Edward Hines Pop-Up Toasters. They were shipped today.
The invoice is enclosed. We also enclose the
Answers on orders should be
to follow-ups catalogue on waffle irons requested in your let-
ter.
prompt, and they should be tactful even where
the tone of the complaining letter is disagree- Sincerely yours,
able. Give the reason for the delay, assure the Morton James
2 enclosures
customer that care will be taken to avoid such
delays in the future, and specify the date and
the manner of the planned shipment. LETTERS OF INTRODUCTION
Dear Mr. Osgood: Letters of introduction should not be given
We regret the delay in shipping out your

thoughtlessly. Avoid them unless you can feel
order #644, dated February 10. that it would actually be in the interest of both
You probably have read of the recent labor parties to get acquainted. Good-natured people
often do harm when they mean to do good, by- Dear Mr. Canning:
writing letters of introduction indiscrimi- It gives me great pleasure to introduce to you

Mr. Harvey Wright, who operates a large bot-
nately. The tenth "promising" young chap sent
tling plant in our city.
to glean advice in the field of his ambition from
Mr. Wright is contemplating opening a
a busy executive is likely to get a discouraging branch in your city, and I could think of no one
brushoff. better for him to see than you for a quick survey
Therefore, the first consideration in writing of local conditions and prospects. My business
a letter of introduction is whether to write it at association withMr. Wright is now in its twelfth
year and has led to a friendship which has en-
all.Having decided that the letter should be
abled me to discover and appreciate his personal
written, you might well consider several other qualities.
elements. Since the best way to present letters I feel certain that any association this intro-
of introduction is in person, the envelope con- duction may result in will be valued on both
sides.
taining the introduction should be unsealed
and should bear the name of the person to Yours sincerely,
whom it is addressed and, in the lower left-hand Hiram Godkin
corner, the line "Introducing Mr. . .
."
This enables the recipient to welcome the caller

LETTERS OF RECOMMENDATION
by name and facilitates the relationship. There are two main types of recommenda-
The letter should be brief and restrained. A tion —the general recommendation "to whom
long letter might impose an embarrassingly it may concern," and the individual recom-
long wait on the caller while the letter is read. mendation addressed to a specific person. The
And extravagant statements about the caller, if latter obviously is preferable, since the writer's
they do not predispose the reader to skepticism, personal acquaintance with the person ad-
may evoke embarrassing comments of other dressed generally means that the letter will be
sorts. given more attention than might otherwise be

Sometimes there is a reason to mail the letter the case.
to the person addressed; for example, to allow The recommendation is the one
best kind of
him that performs a mutual service to the recom-

to appoint a time for the meeting. In that
case a copy should be sent to the person being mended person and the one to whom he is sent.
introduced so that he will be familiar with what So far as possible, therefore, it is well to find
has been said about him. Examples: out beforehand whether and how the person
about whom you are writing can be of service
Dear Mr. Clements: to the individual you are addressing.
Ihope you will have the time to see Mr. Wil- Vital to any letter of recommendation is
bur, who was a student in my class this semester. truthfulness and restraint. False statements are
You have several times expressed an interest in almost inevitably found out. In time they create
seeing "the cream of the crop" in each graduat- handicaps that outweigh any temporary ad-
ing class. It is because I can unreservedly place vantage that they gain for the person recom-
Mr. Wilbur in that category that I have sug-
mended. And exaggerated claims usually pre-
gested that he call on you.
dispose the reader to skepticism and suspicion,
Yours sincerely, and thus are often more injurious than helpful.
Roger Hessian Examples:
To Whom It May Concern: bers, as she has helped me, in preparing articles
Mr. Clarence Loman has been on our sales and books.
staff for the past eight years and has compiled an I am confident that she is just the kind of per-
excellent sales record. He is a friendly person by son you will look for when you are considering
nature and has won the friendship as well as the taking on a new editorial assistant. I take great
business patronage of his customers. We have pleasure in recommending her to you.
convincing evidence of that from the letters we Sincerely yours,
have received in response to the announcement
David Proctor
of his retirement from traveling.
For reasons of health he cannot continue
traveling, but he can serve in an inside position. SOCIAL CORRESPONDENCE
We regret there is nothing of this kind available IN BUSINESS
in our organization. He would make a cracker-
jack inside salesman and we can unreservedly Though the phrase "strictly business" sym-
recommend him to anyone in need of a person bolizes freedom from emotional involvements
with real selling talents. It would take him no in or out of business, the words connote an atti-
time to get a feeling of your stock and your tude or a goal, rather than the reality of busi-
methods; and to establish really friendly rela-
ness would be unnatural to expect that
itself. It
tions with customers. We
are confident that he
would be an asset to any firm that can use his
human beings, who spend most of their waking
services. hours in business, would not form personal re-
lationships of varying degrees of closeness in
Very truly yours,
the course of their business. The truth is that
Martin Ullmann
most of the friendships men form in their ma-
Dear Mr. Carter! ture years arise out of business contacts. And
friendly qualities are recognized as assets in
I am taking the liberty of writing to you be-
business.
cause I know that you sometimes give out
manuscripts for This is so generally understood that trade
first readings, and accepted
manuscripts for preparations for the printer, to associations of businessmen have the fostering
qualified young people, on a free-lance basis. of friendly cooperation as their major aim.
I have heard that you do this, as a means of test- Generally, too, a business relationship would
ing or training candidates for anticipated future
hardly be accounted good or secure if it failed
openings on your editorial staff.
to develop some measure of personal regard be-
If that is the case, I feel that you will appreci-
ate my sending Miss Ethel Willison to you. You tween heads or representatives of the two firms.
have already become acquainted with her work Consequently, there are many occasions for
and have even complimented her, without letters that should not be "strictly business," al-
knowing it, when you complimented me on the though they are essential to the conduct of
excellent shape of the manuscript I turned in, business. Examples are given in the following
and again, when I sent back corrected proofs.
pages:
Miss Willison assisted me through all the stages
of my book, and it is to her that I owe the
smoothness and ease with which it went through LETTERS OF CONGRATULATION
all its stages.
Miss Willison has taken all the courses given Dear Mr. Leonard:
here in preparation for a career in publishing and What a pleasure it was to see the item in The
has applied what she learned, first on the college Times business section this morning about your
paper and, later, in helping other faculty mem- promotion to the position of Sales-Manager.
Actually I think I ought to write to the Presi- our association with him over the twelve years
dent of vour concern, Mr. Tate, to congratulate that he was with us, all of us developed the high-
him. He had the good sense to recognize a good est regard for his wonderful qualities. can We
man. From what I know about people in the field fully understand how deeply you must feel his
he couldn't have picked a better man. Congratu- loss. But it must be a consolation to you that his
lations on a well-deserved promotion. last years were serene. We and his other friends
Cordially yours,
feel grateful to you for having contributed so
much to making him so happy.
Rodney Mackinder
Sincerely yours,
Dear Air. Slocum: Charles U. Clifford
I don't know how others are reacting to the
news in this morning's real-estate section, but I
Dear George:
want to congratulate you on taking such a far- Iwas very sorry to receive the sad news of
sighted and enterprising step. I have already your great loss. I know that nothing anyone may
heard some say that the site is too remote for say at a time like this can assuage your deep
such a development, but I put them with those grief,but I hope that you will soon find abiding
who once thought Fortv-second Street was too comfort in the high regard everyone had for
far outside the city. I think you have judged your father's accomplishments, and in the good
correctly that the site is directly in the path of health, happiness, and achievements of those
the city's future growth. dear to you. I hope you will have no more sor-
Again, my congratulations and my best wishes row for many years to come.
for the success of a project which should serve Sincerely yours,
the community as well as bring you well-de-
Frank
served returns.
Admiringly vours, Dear Mr. Cass:
Edmund Gates I have emergencv appen-

just learned of the
dicitis operation you have had to undergo. I had
Miss Hale phone the hospital immediately and

LETTERS OF SYMPATHY AND was reassured to hear that there were no com-
CONDOLENCE plications and that you are getting along nicely.
Dear Walter: That's fine and we want to keep it so. There-

fore, I want it understood that no matter how
When your secretary called this morning to
good your recover)7 is, vou are not to come back
tell me that you wouldn't be able to keep our ap-
to the office until the doctor, on his most con-
pointment because of your sudden illness, I was
servative estimate, tells you you may. And don't
deeply disturbed. She told me that you were to
think of the office. This is an order!
spend some days in the hospital, under observa-
In the meanwhile, to help you pass the time,
tion, to determine whether an operation will be
there will be a package of books soon at the hos-
necessary. I hope the no such ne-
tests indicate
pital. The well-read Miss Hale did the choosing
cessity and that you will be back in your office
and I think she has a good idea of your taste.
verv soon and in condition to renew our post-
poned engagement. With all best wishes,
Robert E. Griffin
Cordially yours,
Arthur Reinhardt
ACCEPTING INVITATIONS
Dear Mrs. Rodd:
It was a hard blow to us. too, to hear of your Dear Mr. Canby:
husband's death. We missed him here, very It will be a pleasure to see you when I visit
much, two years ago, when he retired. During New York next month. Thank you for sug-
gesting Indeed one of the prospects that made

it. RESIGNATIONS
me was the opportunity it
the trip so pleasing to
might give me to become acquainted with you
Dear Sir:
personally. I just been appointed Coordinator of
have
Sales for our firm. This will mean extensive trav-
Sincerely yours,
eling in order to keep in continual contact with
Elmer Robinson our stores throughout the country. It will, there-
fore, be impossible for me to continue to serve as
Dear Sir:
secretary of the club. And, so, with deep regret,
I consider it honor to be asked to speak
a great I must tender my resignation from that office.
at Luncheon next month.
the Credit Men's It has been a pleasure to serve the club during
Thank you very much. the past four years, and I have enjoyed and prof-
I hope the enclosed data are what you need for ited from the association with its able officers
the newspaper release. And I will be on hand an and members. Needless to say, I will be on hand
hour before the start of the luncheon, as you for every get-together my new duties will per-
suggest, to talk over the details of the program. mit.
Yours very truly, Sincerely yours,

Leon Hart Edwin Robbins
Dear Sir:
DECLINING INVITATIONS
have agreed to serve on the Mayor's Com-
I
Dear Mr. Hopkins: mittee for Emergency Housing. Since it may
Unfortunately I will be out of town during prejudice the value of the work I can do for the
the week of March 10 and will not be able, committee, if I continue as a member of the firm,
therefore, to be present at the reception cele- I am submitting my resignation to take effect
brating the opening of your new store. Since I

immediately.
will not be there to offer my congratulations to This is a step I take not without regret, for the
you in person, permit me to do so here. And I

years have been privileged to spend with the
I
wish to add my sincere best wishes for the suc- firm have been happy ones. But I feel that the
cess of the new store and the continued growth opportunity afforded me by the Mayor to serve
of your business. the community important a sphere of ac-
in so
tivity is one that I cannot pass up.
Sincerely yours,
Sincerely yours,
Anthony Asch
Alan W. Furness
Dear Mr. Mann:
It is with deep regret that I must decline the INTER-OFFICE CORRESPONDENCE
great honor of organizing and heading the com-
mittee to arrange a reception for the Vice-Presi- In concerns of any size a good many memos
dent, who is to be one of the speakers at our pass between departments, between the man-
coming convention. As you may have heard, agement and the staff, between individuals in
Mr. Bixby, head of our Foreign Department,
different departments, etc. Thus the Stock De-
died suddenly last week. I have had to take over
his duties temporarily, which for the present
partment may inform the Sales Department of
rules out any other activities for me. I will let the arrival of certain needed goods; or the man-
you know as soon as I am free again for any serv- agement will send memoranda to department
ice to the organization. heads about certain changes of policy; or it
Sincerely yours, may send a memo to the entire staff about price
Horace Seton changes, the announcement of a special holi-
day, etc.; or a salesman may send a note to Ship- To: Staffs From: G. E. Anderson
Department: All Department: Person-
ping giving special instructions regarding the
departments nel
shipment of an order; or Promotion may send
Subject: July 4 Holiday Date: July 1, 1954
a memo to Sales and other departments con-
cerned, reminding them of the start of a Since July 4, this year, falls on a Sunday, the
national advertising campaign so that they can office will be closed Monday, July 5, to allow a
prepare for the anticipated inquiries and orders. full holiday weekend
Most firms provide printed forms and re-

strict inter-office correspondence to one sub-
ject only in order to encourage conciseness and To: Mr. Taylor, Mr. From: Edward Earn-
clarity and to facilitate filing and reference. Green, Mr. Johns, shaw
The printed forms also assure that the date, the Mr. Maxfield Department: Promo-
Department: Sales, tion
department, the person, and the subject are
Shipping, Person- Date: February 10,
clearly indicated. This makes salutations and
nel, Accounting 1954
signatures superfluous and they are omitted ex- Subject: Advertising
cept in memoranda with a deliberately personal campaign
touch.
Although such notes are "stripped for ac- This weekend our special advertising cam-
tion," the tone should nevertheless always be

paign on our new Infra-Red cooker opens with
full pages in the magazine supplements of metro-
courteous. Inter-departmental feuds have often
politan newspapers. There will be page ads in
begun over tactless expression in such memo- leading national magazines, along with other
randa. And office morale has sometimes been promotion. Most of the advertising will carry
damaged by an unintended curt note by man- keyed coupons. Your departments should be
agement. Certain indispensable formalities of prepared for the special load of mail that will
respect should be observed in inter-office cor-

come in. Just a reminder.
respondence as in other forms. Examples:
Form G-14 One Subject Only

Inter-Office Memoran- Made Simple Books, To: E. Dirksen From: J. Myers
dum Inc. Department: Department: Sales
To: From: Shipping Date: January 11, 1954
Department: Department: Subject: Johnson
Subject: Date: Brothers order
Dear Ed:
To: Staffs From: J. B. Wolcott
When Billing sends down the Johnson Broth-
Department: Sales, Department: Man- on it to double wrap
ers' order, please put a note
Correspondence agement
the shipment. Old Mr. Johnson complains that
Subject: New Price List Date: April 10, 1954
our wrapping paper isn't thick enough. The
On May 1, our new price-list goes into effect. trouble is in his storeroom, which is a filthy,
Copies should be in the hands of all our sales- damp place. So it'll be best to double wrap his
men before the end of the week and in the hands stuff, or he'll come back at us with claims for
of our dealers by April 28. Copies can be ob- spoilage. Hope it's not too much bother.
tained from Miss Andrews. Thanks.

Joe
.
CONTINENTAL TOOLING SERVICE, INC.

19 WEST FOURTH ST., DAYTON 2, OHIO
H. E. FOLKERTH. MOR. # TELEPHONE HE -8737
Formerly Continental Design Service
WE OUGHT TO GET TOGETHER
DOO-gone It!
I want to put in another PLDO for Continental Tooling
Service.
I'd like to do it in person. I'd like to tell you all

about Continental . . . about the long, nine years on the
average, experience of our awn ... about all the DIVER-
SIFIED work we've been doing ... about our efforts to
keep up to and a little ahead of date with our designs
. . . about the way we can work WITH your own tool depart-
ment ».. about the tools we've designed to cut down
production costs for dozens of companies ... about our
constant effort to see that every single tool we sake
is ...
Cheap ... Simple ... Good.
But, as long as I'm doing it in a letter —

and a letter
that starts out with a dog and his unofficial headquarters
at that —
I'd better Just say:
When it comes to tool design, we want you to consider us
as stable and dependable as a fire-plug and as eager and
enthusiastic as a pup ... we'd like to TELL you the whole
story. In short, DOO-gone it . .
Ve ought to get together,

H. E. Folkerth
L.
Fig. 38. In offering the services of his firm to prospective customers,

the writer of this letter has employed a device more often associated
with the sales letter —using both pictorial illustration and a variety of
verbal references in the text of the letter which sustain the pictorial
idea. Again, we urge
discretion and call attention to the possible dan-
gers of such an approach: the "cuteness" of the idea, intended to at-
tract and sustain attention and amusement, may instead offend and
revolt.
Other types of memo forms frequently used There are also occasions and circumstances
«re: that might be used for the promotion of e;ood
From the Desk of Frank Gannon will by drawing attention to them. We have al-
ready mentioned letters of congratulation and
To: Date: letters of sympathy and condolence. Watch
significant dates in the lives or careers of cus-
To:—.-*- i i Date: tomers, when it is possible or advisable —an-
niversaries of the concern, birthdays of the
From: officers, marriages in their families, and send
congratulations and appropriate gifts. Send
It might be noted, in passing, that in large
Christmas greetings to all customers, and mail
corporations or organizations, intra-company I
them well in advance of the rush period, so that

mail is frequently placed in heavy-stock enve-
they don't come so late as to seem like after-
lopes that can be used over and over again.
thoughts.
These envelopes have ruled lines on the outside,
Unusual occurrences may be made the oc-
and the sender need merely place on the first
casion for a good-will note. Thus when Lever
free line the name and department of the person
Brothers were constructino- their striking; New
to whom the communication is addressed. That
York building, they sent letters to all in the
person in turn can use the same envelope by
neighborhood within range of the sounds of
doing similarly the next time he wishes to dis-
construction, private families in nearby resi-
patch a memo or some papers to another person
dential blocks as well as business neighbors,
in the organization.
apologizing for the noise. They gave assurance
GOOD-WILL LETTERS that even~thing was being done to finish the
building as soon as possible and that all avoid-
It should be enough, of course, to service
able construction sounds were being elimi-
customers promptly and efficiently. Yet it is
nated.
human for them to want to be appreciated as
During the recent period of rapid and suc-
well and to be given personal attention. If
cessive price boosts some firms notified their
thanking a customer for his order has been
overlooked, write him a special note of appre- customers that they were not raising their
ciation for his business. prices though raw-material costs had risen; and
Letting customers feel that they are "in" on others explained what they were doing to ab-
your operations is another way of building: sorb part of the necessary price advances in
their good will. If you are expanding your operational economies.
business, or promoting a man on your staff Good will within an organization is as im-
with whom your customers may have had oc- portant as the good will of outside customers
casion to become acquainted, or if you are mak- and neighbors. Well run concerns make use
ing any operational change of interest to them, of their inter-office correspondence to keep up
let your customers know about it. office morale through informational memo-
If you are making gifts—calendars, personal randa that make the staff feel they are part of
memo-pads, initialed pencils, etc., to new — what is happening;: through announcements
customers, don't leave the old customers out. that will please the staff; and through personal
Give it to them, also. notes of congratulation from management on
t
XT HAPPENS) IN ROMS
Oentlement
I recently flew to Europe vie JCfZ end also used XYZ

services while in Europe. The service of jour per-
sonnel throughout was excellent.
Particularly. Z as writing about the personnel in

your city ticket office on Via Marconi in Rose.
They vere of groat assistance to me, and vent far
beyond their normal line of duty on my behalf.
X had a Brail handbaf that needed to have the xlpper

repaired. The nanner in which the personnel at your
Borne office took care of it was very highly appreciated.
Sincerely yours,
Robert Stevens
XYZ PRESIDENT REPLIES
Dear Mr. Stevens

Thanks very much for your letter which was forwarded
to ay New York Office. I certainly appreciate your
nice cosaents about our services, and especially
those for our personnel in Rome.
In training our personnel, courtesy and efficiency

are repeatedly stressed, and nothing pleases me aore
than to learn when our people have excelled In per-
formance of their duties. I'm sure our personnel in
Rone will be happy to know of your praise, and I aa
passing along your nice comments —
adding my personal
thanks for the fine Job.
Your selection of XYZ and your Interest in writing are

greatly valued. We shall anticipate the opportunity
of extending our servlcos often, and I hope you will
continue to receive fine treatment all along tho XYZ
way whenever we are privileged to serve you.
Sincerely,
Howard U. London, President
Fig. 39. A courtesy letter from a pleased and satisfied customer; and a letter in kind
from the firm, inviting the customer to make future use of the firm's services. Although
not part of "routine" business letter writing, the value of such letters cannot be exagger-
ated. Indeed, such letters should be regarded as a "routine" element in the conduct of
business.
pleasant occasions, such as the birth of children, Dear Mr. Alter:

the graduation of sons, etc.; and condolences in We prepared a map for use by our office staff
bereavements. Examples:
of the new city postal zones. It proved to be
such a convenience that we decided to print up
Dear Mr. Smythe: copies for our customers. Here's your copy and
The enclosed is the latest issue of our house we hope you'll find it useful.
organ, Cuttings. I am sure you will be interested Sincerely yours,

in the piece on page twelve, on the old Smythe Conrad Dietrichstein
Tool Works which, I believe, were founded by
your great-grandfather. Dear Mr. Freud:
Would you like to get Cuttings regularly? I'd
As a customer of the Hooker Hat Company
have it sent without asking if it weren't for my you will be interested to know that we have just
own experience.groan at the amount of unso-
I
completed negotiations which bring this fine
licited mail I get from people who send it with
firm into our organization. It was our desire to
the best of intentions; there aren't enough hours
fill out our line of men's furnishings with a qual-
in the day to read everything that comes through
ity hat line, and Hooker was our choice.
the mail. So for that reason I have made it a
We were glad, of course, that with so fine a
policy to send Cuttings only if customers let us
product we could make the acquaintance of new
know want it. Incidentally, I shall be
that they
customers appreciative of fine quality apparel
happy to send you as many copies of this issue
for men.
as you may require.
We want to assure you that you will continue
Sincerely yours, to receive the efficient service you have become
Gabriel Harcourt accustomed to from the Hooker staff (which is
being preserved intact) plus, , we venture to add,

Dear Mr. Connor: special services made possible by the facilities of
It occurred to me, recently, that was it just our larger organization.
about ten years ago that I entered your first On his next call your Hooker salesman will
order with our company in my order book. I have our other lines of quality goods to offer
was not then sales manager, of course— that came you. We
are mailing you our catalogue so that
as the result of the good orders you and other you may become acquainted with them. Any
friendly customers favored me with. orders you wish to place from the catalogue will
To make sure, I had my secretary look it up, be credited to the salesman's account, and you
and it turned out, sure enough, that our business will be billed on the same terms as in your ac-
connections did begin ten years ago, this month! count with Hooker.
That first order, incidentally, was for an assort- Please let us know any way that we
if there is
ment of our fans. Your latest order is for air can be of service to you. I look forward to the
conditioners! Time does move. continuance of what I hope will be a pleasant
If we could get together today, we'd be cele- and profitable relationship for us both.
brating the glad occasion properly at Ludlow's
Sincerely yours,
or Keen's. But since that's not possible, here's
A. E. Handley
the next best thing. Please join me in a glass of
champagne of a kind I've found particularly
Dear Mr. Gates:
palatable. A case of it should be in your office
Thank you for your order number 112, which
this morning American Express is on its toes.
if
arrived this morning. It will be shipped today;
Your health and best wishes for ten more good
the invoice is enclosed.
years of business together.
The same company is making a new line of
Cordially,
waffle irons, and the introductory offer is so at-
Ed Schacht tractive we decided to call it to the attention of
allour customers. We have tested the device and Dear Ben:

found it sturdy and efficient. We are enclosing a Enclosed are a couple of tickets for "Ah, Take
circular giving the details. Perhaps you'll want the Cash." The seats are not so good, and I don't
to take advantage of this offer. know anything about the show, but the cause is
good. So your taking the tickets

I'd appreciate
Sincerely yours,
and letting me have your check for $20 made out
Morton James to the Community Chest. I hope you will enjoy
2 enclosures the show and have the double satisfaction of
knowing youVe aided a worthy cause.
Dear Mr. Magnus:
Sincerely yours,
Thank you for your order of Clover Danish
Blue Cheese. being shipped to you today.
Norman Rich
It is
I think you will be interested in seeing a copy

Although it is desirable to keep letters of this
of a periodical we issue, Good Cheer, which con-
type short, they can vary in tone, length, and
tains recipes and notes about new European deli-
cacies being introduced to American lovers of appeal if in the judgment of the writer, the
good foods. If you would like to receive it reg- nature of his relationship with the person to
ularly, we shall be glad to put you on our mail- whom he is writing requires more than the
ing list.
semi-formal approach illustrated above.
Sincerely yours,
1 enclosure EXAMPLE OF AN ACCEPTANCE

LETTER
REQUESTS FOR CHARITY Dear Mr. Bingham:
Although the
I am happy to send you the enclosed check for
solicitation of contributions
the theater tickets you sent me. I know the cause
for charity is a highly specialized, professional
is good one, and I hope the project is
a a success.
activity these days, businessmen frequently Keep up the good work.
have occasion to sell theater tickets or to ask
Sincerely yours,
for donations for a pet organization. In such
David K. Nelson
cases make your letter brief; leave the "selling"
to the professional fund-raiser. You will get a
check because the person you are writing to PAYMENTS BY MAIL

knows you, and values your friendship or pa- In payments by mail the remittance should
tronage. Some examples: be such as can be convertible into cash without
expense and with a minimum of trouble to the
Dear Mr. Adams:
recipient. The sender should secure evidence,
I am taking the liberty of sending you the en-
wherever possible, that the money was sent
closed advertising blank in behalf of the United
Orphans League. I am very much interested in
and that it was received.
the organization and know of its good work and Remittances may be made by check (per-
great need. I shall appreciate your check to the sonal or certified), money order (postal or ex-
best of your ability. With many thanks and good press), bank drafts, stamps, or currency. (If
wishes, I am, currency has to be mailed, it is advisable to
Sincerely yours, send it in a registered letter, particularly if the
SamLaury sum is large; in such case the sender gets a
receipt that the envelope has been delivered. endorsed by the recipient. The completed
In no way does this serve as a receipt for the form is kept on file at the express company;
contents.), thus there is a record of the complete transac-
tion.
CURRENCY AND STAMPS

CHECKS
Currency or stamps are used when the re-
mittance is under a dollar. Mail order adver- Checks are probably the most convenient
tisers urge this because readers are more apt to form of payment. Most banks provide two
respond, when such remittances are called for. types of checking service regular, which —
In mail order letters, coin cards are often generally requires mamtaining a stipulated
enclosed to facilitate pavment by that means. average balance during the month; and special,
These cards are made of cardboard from which which permits the writing of checks at a set fee,
holes, the sizes of the required coins, have been usually ten cents, per check. After endorse-
cut. A paper flap is attached to fold over the ment and clearance, the check is returned to the
coins and keep them in place. maker and serves as a receipt and permanent
Home made cards to fill the same purpose are record. For a small fee banks also furnish
easy to prepare. If the coins do not fit into the cashier's checks in exchange for cash, and can
holes exactly, they can be held in place by be made out to anyone indicated by the pur-
scotch tape or rubber bands. chaser; a receipt is given.
When the remittance is in stamps, insert
them into a small envelope or fold them into
waxed paper, which will prevent the gummed
CERTTFD3D CHECKS
surfaces from sticking. Certified checks are used when it is neces-
sarv to assure the recipient that the check is
POSTAL MONEY ORDER good. A certified check is an ordinary check

on whose face there is stamped or written cer-
A safe, cheap, and convenient method for tification bv the cashier of the bank on which
J
transmitting money is available at anv post it is drawn. This indicates that the bank has de-
office. By this method the sender is assured that ducted the amount of the check from the draw-
the money reaches the person for whom it is er's account and has assumed responsibility for
intended, though neither sender nor recipient payment.

is identified on the receipt.
BANK DRAFTS
EXPRESS MONEY ORDERS
A bank draft is a written order for money
Postal money orders mav not exceed $100 from one bank to another. It is a convenient
per individual order. In larger amounts the wav of pavinsf a bill incurred in another com-
rates are higher than those of the express community, is more convenient than a check, since
panies. Expressmoney orders have one big ad- the recipient receives cash immediately and
vantage over postal money orders. The form does not have to wait until a check is cleared.
includes the name of the sender and must be Suppose a man in New York wishes to buy
certain goods in Boston. He asks his New York writing on the back of it, "Pay to the order
bank for a draft for the necessary sum. He is of (name of Boston firm)" and signing his
charged a small sum for this service, usually name underneath, he sends the draft on to
twenty cents per $100. Endorsing the draft by Boston.
Figure 40
FORM OF CHECK
NKW YORK R*C- I
,
19- No. l\iC
Bank & Trust Company £

BROADWAY OFFJCK
VS&sSor rLcye^
Ir&uJL
00
..m a-o
(9-n^g. JiLvL^^&JuuA - -ns- Dollars
H^/frAaa^*a. f
A check is really a bill of exchange which is always drawn on a bank and always payable on
demand.
Figure 41
FORM OF 6ILL OF EXCHANGE

"$100.00
OJt CMC*
Ic LTVu^ -^Luc^dfccg^ Too Q)JA»xa.
2? Dtu?+As«M %uJj/«JtX .
ty
A bill of exchange or draft, often used for collection of debts owed to the drawer by the
drawee, an order addressed by one person to another, requiring the addressee (drawee)
is
to pay on demand, or at a fixed or determinable future time, a certain sum of money, to the
payee or to his order or to the bearer.
CHAPTER TEN
POST CARDS AND TELEGRAMS
POST CARDS Dear Madam: We regret that the Neon lamp

specified in your order is temporarily out of
In general use the words post card and stock. We expect a new supply in a few days
postal card are interchangeable. But the Post and will ship your order as soon as stock ar-
Office makes this distinction: A postal card is rives. Yours sincerely, Lamplighter, Inc.
the one issued by the government, with the

Dear Sir: Thank you for your order for the
stamp imprinted; a post card is a private mail-
smoked turkey. It is being shipped today. Yours
ing card with a stamp affixed or metered on.
sincerely, Concord Turkey Farms.
The advantages of the post card are that it
makes possible brevity and economy. Where a Dear Madam: The new Flora Bailey sweaters,
adapted to the new swing skirt style, and ex-
message need not be elaborate or detailed, post
clusive with us, will be in Wednesday morning.
cards serve particularly well. Economy in cost
Come early to make sure you get your pick.
is not in the low postage alone. In correspond- The Madison Shop.
ence, cost of dictation, typing, filing, and
handling far exceed postage costs. Therefore, Dear Madam: One of our employees, bearing
post cards,which reduce such costs to a mini- an identifying badge, will call next week to in-
spect your gas fixtures to see whether any ad-
mum, are favored wherever other considera- justments will be necessary in the changeover to
tions, such as making an impression, do not natural gas, explained in our letter to you last
count. month.
Business houses commonly use post cards in
sending for catalogues or acknowledging re- TELEGRAMS
quests for catalogues, in acknowledging mail Next to communication by telephone
direct
orders for low-cost articles, in announcing sales or radio, the fastest means of sending a message
or receipt of new stock, and in minor or rou- is via a full-rate telegram. It is accepted any
tine procedures. time, night or day, for immediate transmission.
In post card correspondence, salutations, Day letter-telegrams can be used for mes-
complimentary closings or even signatures may sages which can be deferred slightly in han-
be dispensed with. The nature of the communi- dling and still serve their purpose. They are
cation determines their use. Examples: cheaper and therefore more economical where,
Gentlemen: Please send us three copies of your messages must be long and don't require im-
fall and winter catalogues. S. W. Wilson Co. mediate transmission.
(address) Night letter-telegrams are accepted up to 2
a.m. for delivery the following morning.
Gentlemen: The catalogues you requested will
not be ready for ten days. Copies will be mailed Sending money by telegraph is the quickest
to you as soon as possible. way to transmit money over distances. Bring
151
money to the nearest Western Union office can be spared may be cut in order to bring the
where, for a small fee, it will be telegraphed to message down to the 15 -word minimum. Here
its destination. is an example of a message as first set down and
then cut:
POINTERS ON TELEGRAPHING away on urgent business. Will not be able
Called
you Wednesday. Will be back following
to see
Don't try to economize on words in the ad-
week and will be available any time any day.
dress. Since no charge is made for words in the
Fix date with my secretary.
address that will facilitate delivery, include
whatever will be helpful —apartment number, Called away urgent business.
day. Available any time next week. Fix date
Cancel Wednes-
my
hotel room number, office number, etc. In do-
secretary.
mestic telegrams you may include the name of
the company; alternative recipients (e.g., Rob- Initials in the text of a telegram are counted
en Smith or John Jones) the words "Atten-
; as separate words if spaced out as in A. B. Jones;
tion of," if written under the name of a com- but if written together as ABC Jones, the three
pany; the words "care of," or a telephone initials count as one word.
number if the message may be phoned in. Numbers containing up to five characters
If the word "personal" is used, it will refer count as one word. Each space, decimal point,
only to the contents of the message. To ensure etc., counts as a character. Thus four numerals
delivery to the addressee alone, add the words and a decimal point, e.g., 25.22 count as one
"Personal Delivery Only" to the addressee's word, while 253.22 counts as two words.
name. In fractions the dividing bar counts as a
The common practice is not to use Mr. be- character.Thus 14 Vi counts as one word, but
fore a man's name, but abbreviated titles like 141)4 as two words.
Dr. or Prof, are permissible. Mrs. or Miss may Signs such as $,%,#,&, ' for feet or minutes,
be used in addressing women. and " for inches or seconds, count as charac-
If it is prearranged for the addressee to call

ters; but not @, *, and *, because these are not
for the telegram, use the line "will call" under on the teleprinter used in sending telegrams.
his name in the address. The latter group, therefore, has to be spelled
If the message is being sent to a hotel or other out.
public place, the words "hold for arrival" Abbreviations up to 5 letters, with or with-
may be included. In addition, a time for de- out periods, but without spacing, count as one
livery may be specified, such as "deliver at 10 word, cod, or c.o.d. but not c. o. d.; NY or
A.M.," and may be included in the address N.Y., but not N. Y., etc.
without charge. Coined words in which several words are

In the signature, an identifying
packed into one, and which have become com-
title, such as
"Cora Weil, Secretary," may be added with- mon also count as one word. For example, retel
(re your telegram); urtel (your telegram);
out charge.
artel (our telegram); mytel (my telegram);
etc.
TO SAVE WORDS
Code words may be sent in domestic tele-
It is wise to write out a message first, using all grams. In code messages five letters count as a
the words that seem useful; then, words that word. They should be typed out, all in capitals.
A4 V.
O
m
|
i ?f s
a
i
B
X
< — iZ
\
§ cS^ o 3
2 u.
UJ
i o
u
nil w u
< <
j
sff 3 ac *
w* i .4
2
j
j
i X
a.
< ©
=9
I
3
o
3 >1
z* u.
s
c
• o
>
o
&z 2 po
8
•
3
wO-
O
M Ul • I ©
w z
H 1 1
«
j
<
5 ©
f?
o
°
5
0.
o
p
o
J*
J3
D
O
I o © Oh
o p © £
p 3^< o
r=Hfj
•.
Ns».
W^^
M
r^ o
z
X
*
f
>«
5
1
h P
©
C
°
c
i
vi
p
3
o
«
iH
©
P
P C M
© o
© > >i
&<
s >
PC©
o
I
^^ < * £ P
ft
>: •P moz Ul
fcO
Y^ u
1
*
B
o c
CO
S
0)
O
P O
J 1 ? 1 o bo
_J
o 1 fn
S © >k o\ rt
«<% «/» tu
©
a o
©
t OH > VIH
^ *.
Q
£
w H
CVJ
£H 03 ÔHS
i? ©oo ©
w -5 =g a.
5 Oi
y -S-sfi o
> £ &JK 1a c
< •c
" *• S b >
o •<» Oh
UJ 3 c
a
y
h-
iJI
3J 3
»*;
_j
Ul
1-
x © i
4 «
E
in .s U>
ui f fp *£ g
c
4
a t -I Ul
S-3 S
UJ
-J
>
< *? 6
• *• a.
c
si
u.
_r 1 1 £ fee
<o
Business Letter Writing Made Simple
154
i
V)
V
IX.
'1
c
•c
a-
> V
H £
2 c 2 rt
0) u P (O
4>
JZ
*J
CO
CVJ X
c C CX,
E Oh
c
A
J- E
2 c
o
• —
*->
w
%
o
z
i 3
c •
y
u
V)
4>
to
< «
> i
-Pi u
< a
o u
o 2 p J=
4-1
o -P
C C
c X
u
1
p c C
•h o in o
P p e
•9 o c I bo
c
9
o <t H c
.—i
H
P co c c
B
P : tr. > (^
<^ i o c
-
r- o E
it C .2 ".J
o
Sh
1 c 3 5" >w *> o
p Pi *o c "O
? *i
p
c
a
KB _z
o
c 4-1
8P G u
Jfc. •H
c -
-° E
r 3 H tec V
1^ 0^3 >
8 w
e y
u
X
f > c te
u
r-t o
H > o
an
*->
VI
o
•P P o o
4
Xi c !S3 C sss s
O
S u 03 p p c T3
C
P 3 P «a rt
6
z w CQ cn < .o 3 H2
u i
rf
B
i 4-1a
U-i c
bo
I a $ u
S S | e s las u 3
V.
< ° £ < S to =
'
,2
j: V
B
ii a F Jq
4-1
a s > 5 a X
e o z ii
o
•a eo
**
a u
o
< g O J2 * u
u
i
o o E°
Sz
2&o
332 3a b
s>
>4H
T3
O
\ / 1
14
< .9
PUNCTUATION AND FORM TELEGRAMS IN BUSINESS

The comma, period, colon, question mark, Telegrams are often used to inform about
parentheses, dash, hyphen, quotation marks, delays or problems in delivery:
and apostrophy, but not the exclamation point
Shipment, order 211, due yesterday, unre-
(which is not on the teleprinter), are not
if not delivered before end
ceived. Will return
charged for in telegrams. In cables, however,
week.
such punctuation is charged for.
Double space all telegrams no matter how Sales departments may use telegrams to stim-
long. Except for code words use ordinary type, ulate business:
not all capitals. Telegrams are received in all
caps because the teleprinter keys are in caps.
New spring models in showroom Thursday.
Come morning to make sure your pick.
The communications agencies furnish regu-
larforms for dispatches, but any plain paper, Night letter telegrams are often used by col-
preferably white or yellow, may be used. Tele- lection departments to emphasize urgency.
gram blanks need not be used for the extra Profane or abusive language or threats must be
sheets if the message runs beyond one page. avoided:
PHONETIC CODE No reply to our letters. This is notice account

In telephoning a message, words or names must be end of week. Urge imme-
settled before
and legal costs.
diate remittance to avoid trouble
difficult to transmit should be spelled out. Cor-
Will place with attorney if settlement is not
rect spelling can be facilitated by supplying made this week.
key words, familiar and easy to pronounce and
hear, and that begin with the letter for which Telegrams constitute a regular form of
the key word is being used. The following business correspondence, and should be treated
phonetic code is used in telegraph offices: as such. Make carbon copies of all messages dis-
A for Adams S for Sugar patched and file them. While economy of ex-
J for John
B for Boston K for King T for Thomas pression reduces the transmission cost of a
C for Chicago L for Lincoln U for Union message, the saving should not be made at the
D for Denver M for Mary V for Victor expense of effectiveness or completeness.
E for Edward N for New York W for William
Watch the tone of the language used.
F for Frank O for Ocean X for X-ray
G for George P for Peter Y for Young Cable messages are generally followed up
H for Henry Q for Queen Z for Zero with an air mail letter to the addressee repeating
I for Ida R for Robert and amplifying the cable dispatch.
APPENDIX A
SUMMARY OF SPELLING RULES

RULE EXAMPLES EXCEPTIONS
IE and EI I before E, except after C. achieve, but ceiling 1. Use El when:

a.Sounded as a: neighbor,
weigh
b.Sounded as i: counterfeit
c.Sounded as h height
2. Use IE for almost all other
sounds: friend, lieu tenant.
3. If i and e do not form a digraph,
rules do not apply: fiery, deity.
Final 1. Drop before suffix beginning grieve—grievance 1. Retain e after soft c and soft g
Silent B with a voweL before suffixes beginning with a
2. Retain before suffix beginning absolute—absolutely or o: peaceable, manageable.
with a consonant.
Final Y 1, Change final y to i if y is pre- beauty— beautiful dry—dryness; sly—slyness.

ceded by a consonant and fol- BUT
lowed by any suffix except one carry—carrying
beginning with i.
2. Retain final y if it is preceded by boy—boys; day—daily; pay—paid
a vowel. valley—valleys
Final Double final consonants when: Final consonant is not doubled if:
Consonants 1.Preceded by a single vowel. 1. drop— dropped; 1. Accent shifts to preceding syl-
beg—beggar lable when suffix is added: con-
2. Followed by a suffix beginning 2. quit—quitting; fer'— conferring BUT confer-
with a vowel. swim— swimmer ence.
3. The consonant terminates a 3. hit—hitter; 2. Final consonant is already dou-
monosyllabic word. run—running bled: starr— starred.
4. The consonant terminates a 4. omit—omitted; 3. Final consonant is preceded by
polysyllabic word accented on transfer—transferred two vowels: beat—beating; boil
the last syllable. —boiling.
fc added to Add k to words ending in c before frolic—frolicking—

words end- a suffix beginning with e, i, y. frolicked; picnic—pic-
ing in c nicking— picnicked
-cede Except for supersede, exceed, pro- accede, precede,

-ceed ceed, succeed, all words having this recede, concede
-sede sound end in -cede.
Plurals 1. Regular noun plurals add -s to boy—boys; a. piano— pianos; zero—zeros;

the singular. book—books solo— solos.
2. Irregular plurals:
a. Add -es if noun ends in o pre- a. echo—echoes;
ceded by consonant. Negro— Negroes
b. Change y to i and add -es if b. sky—skies;
noun ends in y preceded by enemy—enemies
consonant.
c. Add -s if noun ends in y pre- c. play— plays;
ceded by vowel. day— days
SUMMARY OF SPELLING RULES (continued)
RULE EXAMPLES EXCEPTIONS

Possessives 1. Don't confuse contractions with Contraction Possessive
possessive pronouns. 1. Pronoun
it's (it is) its
they're their
(they are)
2. Use no apostrophes with posses- 2. bis, hers, ours, yours,
sive or relative pronouns. theirs, whose
3. If singular or plural noun does 3. prince— prince's (Sing.),
not end in s, add apostrophe and princes' (Plur.); soldier
s. —soldier's (Sing.), sol-
diers' (Plur.)
4. If singular or plural noun does 4. hostess— hostess'
end in s, add apostrophe. (Sing.), hostesses'
(Plur.); Jones—Jones'
(Sing.), Joneses' (Plur.)
SPELLING LISTS. List of Words Most Fre- r describe 28 study 1 probably 33
quently Misspelled by High School Seniors. t description 38 studied 3 speech 33

studies 3 argument 32
The list of words below* contains 149 words tragedy 64 studying 34
image 3
most frequently misspelled by high school seniors. imagine
r decide 48 {convenience 5 7
These words and word-groups (those which are I
decision 15 convenient 33 imaginary 5
variants of the same word, as acquaint and ac- imagination 17
| difference 15
quaintance), were compiled by Dean Thomas f occasion 54
1 different 23 qu»et 32
occasionally 8
Clark Pollock of New York University from 1
then 32
than 38
14,651 examples of misspelling submitted by 297 (succeed 25
prejudice 30
atMetic 37
Canada and Hawaii.
teachers in the United States, success 22
to 37 sense 30
Each of the words represented was misspelled successful 12
business 36 similar 30
twenty times or more, and yet these words, com- interest 56 your
| equipped 21 J
2
prising fewer than three per cent of the original beginning 55 I equipment 14 | you're 28
list of 3,811 words, account for thirty per cent
immediate 3 principal 18 appearance 29
j |
of the total misspellings. conscious 29
\ immediately 51 I princip/e 18
pleasant 29
note: The trouble spots in each word are itali- prophecy 35
coming 53 J
cized. Numbers beside the words indicate how embarrass 48
I prophesy 35 rstop 1
frequently each word was misspelled. '
stopped 24
grammar 47 benefit 16
[ stopping 4
beneficial 5
their 179 ali right 91 fits 52
f humor 2 benefited 11 surprise 29
receive 163 separate 91 litV 22 I humorous 45 benefiting 1
too 152 untii 88 excite 1
privilege 82 occur 9 exist 3 develop 34 excited 7

writer 11 definite 78 occurred 52 existence 43 environment 34 excitement 13
writing 81 there 78 occurrence 10 recommend 34 exciting 7
I written 13 believe 77 occurring 2 | lose 28 fascinate 33
I losing 15
experience 28
fina/ly 33
•The compiled by Dr. Pollock appears in the
list government 27
Teachers Service Bulletin in English (Macmillan, No- disappoint 42 i necessary 24 laboratory 27
vember, 1952). rhythm 41 | necessity 9 tried 27
acquaint 17 f foreign 14 familiar 21 maintenance referred

acquaintance 9 I foreigners 9 escape 21 marriage relieve
meant 21 mischievous rhythm
affect 26 performance 23
wfcere 21 noticeable schedule
accept 25 together 23
chief 20 occasion seize
accommodate 2 5 descend 13
occurred separate
excellent 25 defendant 9 r hero 10
occurrence shining
opportunity 25 during heroe* 9
22 o'clock stationery
forty heroine 1
marry 4 22 [
omitted strength
marries 6 woman 22 lonely 20 parallel succeed
marriage 15 certain 21 opinion 20
commit parliament 20 perhaps superintendent
r 4
character 24 principal supersede
J committed 12 possess 20
complete 24 principles tragedy
[ comTwitring 5 professor 20
friend 24 privilege tries
restaurant 20
trwly 24 criticism 21
villain 20 proceed truly
accidentally 23 disappear 21
pronunciation villain
doesn't 23 exaggerate 21
quiet Wednesday
quite weird
List of 100 Words Most Frequently Misspelled
received whether
by College Freshmen. recommend woman
absence conscientious forth
accidentally conscious forty
across coolly fourth List of Words Frequently Misspelled on Civil
aggravate council friend Service Examinations.
all right counsel government
accident municipal society
amateur criticism grammar
all right principal simplified
argument deceive grievance
auxiliary principle technicality
around definite hadn't
athletic promotional tendency
athletic desert height
buoyant president their
believed dessert indispensable
catalogue thousandth
benefited dining interested career precede transferred
business disappointed its comptroller proceed transient
busy doesn't it's criticise promissory truly
capital don't knowledge dividend recommend villain
cemetery effect laboratory personnel
choose eighth latter embarrass purchasable Wednesday
chosen embarrassed literature expedient responsibility writ
coming environment loose government received whether
committee exercise lose inveigle regrettable yield
competition February losing monetary supersede
APPENDIX B
PUNCTUATION
The general trend to simplicity and informality When were the goods shipped, and where?
in modern letter-writing applies to punctuation also. this week orlast week? to our Newark or our
Letter-writers, today, use only about half the punc- Jersey City store?
tuation regarded as correct half a century ago. The
Question marks may be used to indicate uncer-
Government Printing Office Style Manual declares,
tainty:
"The general principles covering the use of punc-
tuation are ( 1 ) that if it does not clarify the text, it We can take an example from this old firm,
should be omitted; and (2) that in the choice and established in 1890 (?), which uses completely
placing of punctuation marks, the sole aim should up-to-date methods.
be to bring out more clearly the author's thought."
The following material was adapted from English
Made Simple by Arthur Waldhorn and Arthur WHEN NOT TO USE QUESTION MARKS
Zeiger (Made Simple Books, Inc., New York, 1954),
When the query is indirect:
with the examples in business English.
We should like to know why you found the
goods unsatisfactory.
END PUNCTUATION
In courtesy questions such as: "May we hear from
End marks of punctuation point out that a sentence
you." In this case, while the trend is to drop the
has come to a full stop. (The end or sentence marks
question mark, the former style of using it is still
of punctuation are sometimes called full stops.)
general enough to make the use of the question mark
optional.
THE PERIOD
Use the period to mark the end of a declarative THE EXCLAMATION POINT
sentence, or of an imperative sentence that issues its
Exclamation points are used:
command mildly rather than forcefully.
After exclamations, whether full sentences, clauses
Thank you foryour order of May 10. or phrases:
File complaints with Mr. Conrad.
We decidedly cannot permit such delays in
payment!
THE QUESTION MARK It is now ten days past the promised delivery
date— a delay which cannot be tolerated!

Use the question mark (interrogation point) to
Please ship our order without further delay!
mark the end of interrogative sentence (sentence
asking a question). The exclamation point may also be used to mark
What colors does your Candlelight hosiery a vigorous interjection or emotion in addressing
line come in? somebody by name or title:
Where a sentence consists of one or more suc- What a question!

cessive or related questions several question marks Mr. President! How can you write to stock-
may be used inside the sentence: holders in such terms!
159
WHEN NOT TO USE EXCLAMATION use, be consistent and omit or retain the comma
POINTS throughout.)
To separate two adjectives each of which indi-
When they do not serve a really essential purpose. vidually modifies the noun:
Overuse of exclamation points results in what is
Mild exclamations do
called the "schoolgirl style." He is a sound, clear-headed businessman.
not call for exclamation points. A congratulatory
business report which concludes, The comma here takes the place of the conjunc-
tion and.The sentence might be written, for ex-
"It was a high production figure to set, but ample, "He is a sound and clear-headed business-
we accomplished it," man."
is better without than with the exclamation mark
The difference may be seen in two adjectives
unless a special emphasis is intended.

where the second is essentially part of the noun. "He
is a brilliant market analyst." It would be an ab-
surdity here to say, "He is a brilliant and market
THE COMMA analyst."
To set off a long adverbial clause or phrase com-
The comma serves to separate elements of a sen-
ing before the main clause:
tence; it is the most frequent but the least emphatic
of punctuation marks used inside a sentence. When the Monday morning's mail was
brought in by my secretary, I looked eagerly
for that promised order from you.
USES OF THE COMMA
Even here the trend is to omit the comma; and if
To separate two independent clauses joined by a
you are inclined to modernism in punctuation, you
coordinating conjunction (and, but, or, nor, for,
either—or, neither —nor), except when the clauses
have the option to do so.
are short and closely related.

To set off an introductory, verbal phrase (parti-
cipial, gerund or infinitive):
Delayed deliveries mean lost sales and lost
Having investigated the matter, our account-
sales mean lost customers.
ing department reports that the bill is overdue
It may
be a temporary convenience for you
three and a half months.
to withhold payment, but the long term injury
After studying your prospects, you may de-
to your credit standing will outweigh any such
cide that only a fraction of them are worth
advantage.
going after.
To separate a series of three or more words, To make sure that nothing goes astray, check
phrases, or clauses: with the original order before shipping.
The qualities to aim for in business corre- The trend here, too, is to omit the comma. You
spondence are simplicity, conciseness, accuracy, have the option to do so, if you choose.
and fact To set off an absolute phrase in a sentence:
Mr. Dixon has the experience you require, the
Most people being honest, a suspicious atti-
friendly approach that holds customers, and a
tude toward new customers is unwarranted.
resourcefulness and confidence that enable him
to tackle his assignments without fumbling and To avoid confusion where, unless there were a
hesitation. comma, unrelated words would be read together.
Always make sure of the credit terms, of the
In brief, accounts require periodic checking.
delivery date, and of shipping instructions.
To separate the parts of geographical terms, ad-
(In such series the trend, today, is to place the
dresses, etc.:
comma before the and or or: but so manv writers
omit it that its use is optional Whichever style you 1245 Findlay Avenue. New York 53, N.Y.
To set off nouns in speech openings: USES OF THE SEMICOLON

Mr. Chairman, honored guests, ladies and To separate independent clauses not linked by a
gentlemen: conjunction:
To separate the year from any of its divisions: Man can have only a certain number of teeth,
December 25, 1954 hair and ideas; there comes a time when he nec-
essarily loses his teeth, hair, ideas.
(The tendency is to omit the comma between month
and year— December 1954.) To separate independent clauses linked by a con-
To indicate omission of words that are under- junction where punctuation serves to give emphasis:
stood:
I know I can count on his business; but I sell
Good paying customers earn consideration; him just as if he were a new account.
poor payers, suspicion.
To separate clauses or phrases already containing
To set off contrasting statements: commas:
What we ask for is fair play, not favors.
Among those present were Walter Erskine,
To set off non-restrictive phrases and clauses. President of National Housing; Walter Pritch-
(Whether an expression is restrictive or not can be ard, President of Tanner's Bank; Elwood Mc-
simply tested. If its omission materially affects the Kettrick, President of Hudson Canneries. . . .
meaning, it is restrictive; if the sentence could stand

To set off a conjunctive adverb (therefore, never-
without it, it is non-restrictive.)
theless, moreover, etc.):
The directors, who were present, voted for
Mr. Price will be in Chicago in November;
the resolution.
therefore, he will be unable to attend the con-
The commas here indicate that the clause, "who were ference.
present," is non-restrictive. It is an incidental refer-
ence to their presence at the meeting. Without the To set off specifying words (namely, that is, for
example, etc.) which introduce explanations or
commas it would restrict the observation to those
enumerations.
of "the directors who were present" at the meeting.
To set off parenthetical expressions: We are especially interested in having a
This order, as investigation disclosed, had not demonstration of one of your lighting systems;
been properly entered. namely, the overhead, louvre indirect system on
page 16 of your catalogue.
To set off mild interjections:
Why, this sleeve measures an inch shorter INCORRECT USES OF THE

than specified!
SEMICOLON
To set off appositional expressions:
In place of a comma to separate subordinate clauses
The fact that it was made by Bausch and or participial phrases in long sentences:
Lomb, the world-famous name in lenses, is your
Mr. Campbell, our Western representative,
guarantee of camera-excellence.
now on his way back to the home office, where
To set off a sentence modifier: he is to render a full report; (,) has already in-
formed us differently; (,) having met with none
Their credit position, nevertheless, is strong.
of the difficulties you enumerate. (Note: Com-
mas should be used in place of semicolons.)
THE SEMICOLON
In place of a colon, following the salutation in 9
In its functions of pause and emphasis, and setting
letter:
off of parts of sentences, the semicolon stands be-
tween the period and the comma. Dear Sir; (:) (Note: Use the colon here.)
"
In place of a comma, following the complimen- USES OF THE DASH

tary close in a letter:
To mark an afterthought or a sudden sharp turn
Sincerely yours; (,) (Note: Use only the in thinking:
comma here.)
Most businessmen are honest—at least along
lines where custom, tradition, or trade associa-
THE COLON tions have established standards or controls.
Study your customer before you concoct
The colon serves to prepare for some explicit
your sales talk— "according to taste," as the re-
elaboration. It calls for a longer pause than a period.
cipes say.
To separate a parenthetical expression from the

USES OF THE COLON main communication:
To introduce a series:
Mr. Howard's estimates—as market records
There are three kinds of businessmen: the show—correctly anticipated these changes.
adventurer, the stand-patter, and the one who
To set off a word or words in apposition or am-
knows when to venture and when to stand pat.
plification; when the words intervene.
especially
To introduce a long or formal quotation: Commas or parentheses may also be used for this
purpose: commas, when close to the main statement;
Mr. Compton wrote: "In these times it is dif-
parentheses, when remote. The dash is used for inter-
ficult to estimate . .
."
mediate cases or when emphasis is desired. But indi-
To separate clauses where the second explains, vidual feeling about the effect desired is the final
amplifies, or contrasts with the first: arbiter:
A businessman needs principles, just as do We want you to feel that this bonus is given
other men of affairs: in the hurly-burly of trade, to you not reward for sales, but in recogni-
as a
this may not be apparent, but when one inquires tion of the qualities in your work— the resource-
into most business deals one finds that principles fulness and enterprise you have shown.
have guided them throughout.
To set off words or words epitomizing a pre-
To stress a word, phrase, or clause that follows: ceding series:
American business can attribute its success to Adam Smith, who made clear the sources of a
a single factor: competition. nation's wealth; David Ricardo, who pointed
to the creative role of free enterprise; Jeremy
To close a salutation and introduce the body of a
Bentham, who demonstrated the relationship be-
letter:
tween utility and happiness— these were the for-
Dear Sir: mulators of our economic principles.
To separate or explain titles, followed by citations, To set off a word or words that will produce an
bibliographical references: effect of climax or anti-climax:
Mercury: A Magazine of Business He who laughs — lasts. (Reader's Digest)

Poor sales letters have an introduction, a body,
THE DASH a climax— and an anti-climax.
In typing, the dash is formed by two successive

To mark an unfinished sentence:
strokes of the hyphen key. In printing, it is the
larger or m-dash as distinguished from the smaller "Real salesmen seldom become sales man-
n-dash used for hyphens. The function of the dash agers. They—
is what it sets
to emphasize off. It has somewhat "Why not?"
more force than the comma. "They like selling too much.*'
THE PARENTHESIS QUOTATION MARKS

The parenthesis encloses supplementary or ex- Double quotation marks are customarily used;
planatory matter, more remote in its relevance than single quotation marks, generally, serve subsidiary
that set off by comma or dash. Avoid its overuse. purposes.
Too many parentheses are distracting and tend to
obscure the meaning.
USES OF QUOTATION MARKS
One does not willingly become a debtor unless
he is a certain type of neurotic (particularly the To enclose a direct quotation:
kind that resembles those called accident-prone,

Mr. Caulfield reported, "This year's sales are
who are strangely unaware of whirling knives
the best in our company's history."
or oncoming vehicles).
To set off technical terms, colloquialisms, etc., to
indicate that the writer is aware of, or wishes to call
THE BRACKET attention to, their special character:
Brackets enclose matter entirely independent of
the sentence.
There are many items to take up. "In re" the
Hopkins account, I would say . . .
There is far too much of the "racket buster"

USES OF THE BRACKET in Brown's composition for me to have much
confidence in his constructive capacity.
To correct or call attention to an error in a text.
The word sic (Latin for "thus") is used in quotations To enclose titles of sections of a longer work:
to indicate that a word was misspelled in the original,
not by the author using the quotation: "The Credit Inquiry" is the key chapter of
Mr. Anderson's valuable book, Credit and Busi-
This great industry was founded in 1854 ness.
[this is the correct date; not 1853, as given in
has since developed a num- (Italicizing the title of the book, in such cases, is
some accounts and ]
ber of accessory industries.

commoner practice, today, than enclosing it be-
any other tween quotation marks; but the latter is still op-
Salesmanship has it's [sic] laws, like
tional.)
field of endeavor.
To mark a comment by the writer:

SPECIAL USES OF QUOTATION
The trouble with such business methods [I
MARKS
exclude certain types of installment selling] is
that they put a premium on extravagance. When a quotation extends over several para-
graphs, double marks are used before each para-
To mark an explanatory addition: graph and at the close of the final paragraph to in-
dicate that the quotation is concluded:
The distinguishing feature of Harry's T Henry
Madison's] method is that he considers research
"Cotton futures showed a rise. This develop-
the indispensable preliminary to action. ment confirmed earlier forecasts.
To enclose parentheses within parentheses:

"Wool futures dipped. This, too, confirmed
our forecasts.
No personage than James Brown (join-
less a "Artificial fabrics, however, remained at the
ing Elbert Hopkins, Vincent Craig [of Inter- same level. This contradicted our forecasts of a
national Freighters], Dalton Trowbridge, and rise. Our analysts feel that this indicated a de-
others) has testified to the effectiveness of this layed reaction —they continue in their convic-
procedure. tion that a rise is due."
Quotations within quotations are set off by single together as one. For example, basketball was once
marks: written basket ball, then basket-ball; now it is run
together.
"So our analyst reports. And he adds, 'Unless
the rains come soon, the harvest will be small
"
and prices will rise.' USES OF THE HYPHEN
In punctuating matter enclosed in quotation marks, To join two or more words used as a single adjec;
periods and commas are invariably put inside the tive preceding their noun:
quotation marks:
most favored-nation clause
"It is impossible," Jones remarked, "to do iron-clad principles
business with a man who rejects the common
To join two or more words together as a single
rules of business."
noun:
All other punctuation marks go inside the quo-
hero-worship
tation marks unless they are part of the quotation:
He asked, "Did you investigate the account?" To join an adjective and a participle to form a
Was his order, "I want you to investigate the compound adjective:
account"? ready-made clothing

Quotations that are restrictive require no punc-
To join an adjective and a noun ending in d or ed:
tuation.
bird-brained politician
Mr. Dobbs declared that he was "more con-
cerned with a businessman's good credit than To separate compound numbers, fractions used
in any other reported goodness."
as adjectives, and compound fractions:
THE ELLIPSIS twenty-one years

twenty-first year
The three spaced periods called the ellipsis indi-
twenty-one twenty-fifths
cate that something has been omitted as irrelevant,
or has been interrupted or left unfinished; the ellip-
To avoid confusion:
sis may also be used to express hesitation:
Business scarcely realized the development of

A fraud-hating businessman
the Welfare State . . . which now confronts necessary to re-form the committee.
It is
us full-grown. Should there be any damage we will re-cover^

the chair.
The witness answered, "If I could only re-
member ." but did not go on.
. .
To avoid clumsy spellings where, without the
He paused. "If ... if I should confess, what hyphen, too many identical consonants or vowels
then?"
would occur together, or a lower case letter and a
When the ellipsis is used at the end of the sentence, capital letter would come together:
It appears to consist of four spaced periods. But this
is the only occasion when, even in appearance, more hall-lamp, re-echo, un-American
than three periods may be used.
To separate prefixes self and ex (meaning former)
Avoid excessive use of the ellipsis. Its overuse is
from the rest of a compound word:
another of the signs of the "schoolgirl style."
self-reliance, ex-president
THE HYPHEN
To join fanciful, coined, or duplicating words*
The hyphen indicates that two words
becom- are
ing associated. When the association is very com- A come-up-and-see-me-sometime glance.
mon, the tendency is to run the hyphenated words A know-it-all merchant.
To separate two or more compounds with a com- To form the possessive case of a noun:
mon base:
Singular: John's orders. Customer's choice.
Bright-er-est Plural: Joneses' orders. Gentlemen's choice.
1- and 2-inch nails. Group: Collins and Winthrop's order. The
Board of Directors' choice.
To word at the end of a line. Such divi-
divide a
sion should be by syllables. If you do not know how To form the possessive singular without the s
the syllables divide, consult a dictionary: where another s would be harsh or awkward:
prof-it, per-fect. Holmes's credit. Holmes' standing.
One syllable words should never be divided. Do not To form the possessive plural except where the
try to divide spared, for example. plural does not end in s.
Avoid dividing a word after a single letter. Don't
boys' trousers, men's trousers
divide a-loud, e-ventual, etc.
USES OF APOSTROPHE S fs)

WHAT NOT TO HYPHEN To form the possessive of a group of words con-
Two or more words used as an adjective, when taining a single idea, add the apostrophe s ('s) to the
they follow the word that they modify: last word.
These ideas were out of date (not out-of- The fruit grower and canner's interests de-
date) years ago. mand attention.
The fruit grower's and the canner's profit
When words used together as an adjective are
are differently affected by the weather.
within quotation marks:
To form coined plurals, and standard plurals of
"Good neighbor" (not "good-neighbor") letters, numbers, and symbols referred to as words:
policy, except when the words were originally
hyphenated, as: The x's equal the y's.
"blue-pencil" habit. GI.O.'s, A.F. of L.'s, and their equivalents.
When such words are capitalized: INCORRECT USE OF APOSTROPHE S

South American (not South-American) To form possessive pronouns:
trade.
it's (correct, its)
When a prefix or suffix and a root are joined- her's (correct, hers)
their's (correct, theirs)
antibiotic, clockwise.
your's (correct, yours)
To form the possessive of a noun that stands for

THE APOSTROPHE an inanimate object:
This punctuation mark indicates omission of let-
The location of the comma (not the comma's
ters in aword.
location), except in some idiomatic construc-
tion:
USES OF THE APOSTROPHE Duty's call, wit's end, etc.
To indicate a word contraction:

CAPITAL LETTERS
it's (but only for it is)
Use an initial capital letter to mark:
'tis (for it is)
mornin' (colloquial for morning) Proper names: John D. Rockefeller

B'klyn (for Brooklyn) Proper adjectives; English, Texan
.
Ethnic groups, religions: Negro, Protes- On retiring to enter this company he was a
tants, Judaism three star general (not Three Star General)
Deity: God, Buddha, He, His He was a democrat in principle but did not
Days and months: Monday, January belong to the Democratic Party. (Not he was
Companies, organizations, clubs: National a Democrat . . .)
Association of Manufacturers, Associated Press,

General Motors Corporation, Rotary Club.
To mark a point of the compass except where it
designates a geographical division:

Geographical divisions: The Mississippi
River, The South, Mt, Washington, The North
Our salesmen go everywhere—north, south,
Pole, Broadway. east and west. (Not North, South, East and
Official bodies: The United States Senate. West)
Titles of distinction: The Dean of Canter- The South has become an industrial region.
bury, Chairman of the Board.
(Here South is correct.)
Personifications: The Throne appoints the
Chancellor, The Chair recognizes Mr. Simmons. To mark the season of the year:
To mark the first word of sentences, lines of spring, summer, autumn, winter. (Not Spring,
verse, full quotations: Summer, Autumn, Winter)
He certainly puts business before pleasure.

ITALICS
Early to bed, and early to rise
Makes a man healthy, wealthy and wise. In print italics are slanted letters in place of per-
pendicular letters. In handwriting or typing, italics
He told the customer, "If we make a promise,
are indicated by underlines. Their purpose is to direct
we keep it."
attention to the italicized words. Overuse of italics
To mark the pronoun I and the interjection O: for emphasis is another favorite indulgence of the
"schoolgirl style." Avoid it,
But when I called he was out
Let me see thy light once more, O Sun!
USES OF ITALICS
To mark a word signifying a family relationship,
when used like a name: To emphasize or contrast:
Consider what he is, not what he was.
Yes, Father said he would.
To indicate a foreign language derivation:
MISUSES OF CAPITALIZATION Our representative is en route.
That "schoolgirl style" we have referred to in To indicate titles of plays, operas, books, sympho-
overuses of exclamations, dashes and ellipses, is also nies, periodicals, etc.
characterized by overuse of capitals. Avoid it. But
such overuse sometimes allowable for emphasis in
is
Hamlet, Tosca, Gone With the Wind, The
posters, display advertising, and sales letters. And a
Eroica Symphony, The New Yorker, the New
special use of capital letters is made in order forms

York Times.
(see section on Orders in the chapter on Miscellane-
To indicate names of ships or planes:
ous Business Letters).
The Normandie, the Spirit of St. Louis.
Capitals should not be used: To indicate a word, letter or number, as such:

To mark general or class names: The antonym of part is whole.
His ambition was to be a bank president, (Not He knows a p from a q.
Bank President) Many of us still believe thirteen is unlucky.
APPENDIX C
ABBREVIATIONS
Abbreviations should be distinguished from con- breviations). A safe rule to follow is: When in
tractions such as don't, isn't, Int'l, which are not doubt, spell it out.
followed by periods. The forms in the following brief and select list of
Abbreviations should be capitalized only when the abbreviations are widely used by authoritative
unabbreviated words are capitalized. Periods usually sources:
follow the words and help to identify them as ab-
a.—acre
breviations. Chemical abbreviations, however, are not
A.A.A.—American Automobile Association
followed by periods since in chemical compounds
A.B.— Bachelor of Arts; also, able-bodied seaman
this would be confusing; e.g., Cu (copper), CuO
abbr. (or abbre v.)— abbreviation
(copper oxide). All chemical abbreviations are capi-
talized.
AC—alternating current
acct.— account
In coining an abbreviation for your own conven-
ad val.—ad valorem (on the value)
ience, use the first three letters or the three most
advt.— advertisement
characteristic letters of the word, and add a d or a g
agt.—agent
to indicate participle. Thus, lie, lied., licg., for li-
alt.— altitude
cense, licensed, licensing; and whs., whsd., whsg.,
amt.— amount
for warehouse, warehoused, warehousing.
assn.—asso ciation
Plurals of abbreviations are formed by adding s.
asst.— assistant
But where the abbreviation is a single letter it is
atty.—attorney
usually doubled, as in pp. for pages, LL.D. for Doc-
tor of Laws.
av.—average
In forming possessives of plurals the same proce- bal.— balance
dure is followed as in the unabbreviated words; as bbl.— barrel
Dr.'s, Drs.' bd.— board

Multiple names are usually abbreviated by their bf.— boldface
initials; as FBI (Federal Bureau of Investigation), bu.—bushel
NAM (National Association of Manufacturers), CIO bul.—bulletin
(Congress of Industrial Organizations). bur.— bureau

The same abbreviations may be used for nouns (or c—copyright
words derived from them; as Nor. for
verbs) and for C.C.— Chamber of Commerce
Norway, Norwegian; opt. for option, optional; C.O.D.—cash (or collect) on delivery
del. for deliver, delivery. cont.—continued
Abbreviations of adjectives that would otherwise cor.—corrected
be identical with those of nouns, as r.f. (radio fre- corp.— corporation
quency), use a hyphen as r.-f. waves (radio fre- C.P.A.—Certified Public Accountant
quency waves). Cr.—credit, creditor
As a general rule, when writing to others use do.— ditto (the same)
standard abbreviations that are clear and unmistak- doz.— dozen, dozens
able (every good dictionary includes accepted ab- e.g.-exempli gratia (for example)
167
et al.—et alii (and others) mi.—mile, miles

ff .— and the following pages min.—minute, minutes
on board
f.o.b.— free mph—miles per hour
govt.— government natl.—national •'
hr.—hour n.d.—no date

ht.—height Pat. Off .-Patent Office
ib. (or ibid.)—ibidem (in the same place) pd.— paid
i.e.— id est (that is) pro tern.— pro tempore (temporarily)
incl.—including, inclusive Q.E.D.—quod erat demonstrandum (which was to
int.—interest be demonstrated)
introd.—introduction reed.— received
IOU—I owe you rect. (or rept.)—receipt
jour.— journal rpm— revolutions per minute
lb.—libra (pound)' Ry.—Railway
Ltd.— limited secy.— secretary
mdse.—merchandise wk.—week
memo.—memorandum wt.—weight
mfg.—manufacturing yd.—yard
mgr.—manager yr.—year
APPENDIX D
SALUTATIONS TO BE USED WHEN ADDRESSING DIGNITARIES
GOVERNMENT OFFICIALS Bishop (Methodist)
The President Dear Sir:

Dear Bishop Bradford:
My dear Mr. President:
My dear President McKinley: Priest (Roman Catholic)
Sir:
Reverend Father:
Cabinet Officers Dear Father Malachy:
My dear Mr. Secretary: Clergyman
My dear Secretary Adams.
My dear Mr. Lowell: Dear Sir:
Reverend Sir:
Sir:
Judges Rabbi
My dear Judge Garth: Reverend Sir:
My dear Sir: Dear Sir:
Dear Rabbi Lewisohn:
Military Officials Dear Dr. Wise:
My dear General Atwater:
My dear General: Mother Superior
My dear Sir: Reverend Mother:
My dear Reverend Mother Noonan:
MEMBERS OF THE CLERGY
Nun
The Pope Reverend Sister:
Your Holiness: Dear Sister Anne:
Most Holy Father:
Cardinal EDUCATORS
Your Eminence: President of a College
Archbishop Dear Sir:

Dear President Gallagher:
Most Reverend Archbishop:
Most Reverend Sir:
President of a Catholic College
Bishop (Roman Catholic) Very Reverend and dear Father:
Your Excellency: Dear Father Malachy:
Bishop (Episcopalian) President of a Theological Seminary

Right Reverend and Dear Sir: Dear President Weston:
Dear Bishop Mather: Dear Dr. Weston:
169
Dean of a College Duke or Duchess

Dear Dean Walters: My Lord Duke:
Dear Sir: Your Grace:
Dear Dr. Walters:
Madam:
Baron or Baroness
My Lord:
FOREIGN DIGNITARIES Madam:
Prime Minister Ambassador
My dear Mr. Prime Minister: Excellency:
My dear Mr. Teetering: My dear Mr. Ambassador:
—
APPENDIX E
WORDS OFTEN CONFUSED OR WRONGLY USED
Accept—To take something Except offered. To get in touch with, but its overuse has led to sloppy
exclude. substitutions for many other terms. Better use
Adapt—To or Adopt—To
adjust to fit. take, re- specific termssuch as write to, talk to, meet, tele-
or assume
ceive, own. as one's phone, call upon, inform, ask about, where these
Affect—To Effect—To accomplish.
influence. are meant.
Agree to ... a proposal or plan. Agree with . . .

—
Continual Implies regular but interrupted succes-
a person. sion; continuous, constant and uninterrupted suc-
—
Alright UseIncorrect. all right. cession.
Among— Used when speaking of more than two. The continual rains of Florida are the boon of
Between— Used when speaking of two. (Among its citrus industry.
those present . . . Between New York and Chi- The continuous roar of traffic in the business
cago . . .)
district may partly account for the tensions of
Amount —Applies to mass or bulk. Number —To Data

New York business men.
—Technically data the plural of datum; but
units. (A large amount of money; a large number is
of employees.)
datum is seldom used and data functions as a col-
Apt— Suited, pertinent, inclined, capable of learn-

lective singular, as well as the pluraL
verb is preferred.
The plural
ing.Liable—Responsible for consequences. Like-

ly— They
Probable. are often incorrectly used as
Disinterested —Means impartial; uninterested
means not interested.
synonyms.
As— Used introduce
to a clause. Like —Most cor-
Disregardless, Irregardless —Misused for regard-
less.
rectly used to introduce a phrase. General usage,
making the two interchangeable
—
Doubt that Implies some uncertainty; doubt
however, is col-
—
whether implies considerable uncertainty.
As
loquially.
regards, In regard to—Common misuse is in
—
Emigrant One who leaves his country; immi-
grant—one who enters another country to settle
regards to. The word about is normally prefer-
in it.
able to either of the above phrases.
wrote nothing about the Jenkins order
Harrison
is clearer
—
Equally as good A confusion of equally good
with as good as. Either of the two latter usages is
than Harrison wrote nothing in regard to or as preferable.
regards the Jenkins order. Etc —Abbreviation for et cetera, Latin for and so
—
Awful Its proper meaning is awe-inspiring or ap- forth. Use sparingly and avoid and etc., which
palling; it is loosely used as a synonym for ugly, means "and and so forth."
bad, shocking, ludicrous, very. Fewer —Less. Fewer applies to countable things;
Because of —Introduces an adverbial phrase; due to, less to measurable. (The fewer the mistakes; the
an adjective phrase. less the cost.)
Our entire sales plan has had to be changed be- Good — Is an adjective only. Well may be used as an
cause of this delay. adjective or an adverb. (This product is good, but
Our abandonment of the plan is due to this delay. not this product sells good.)
Beside, Besides — Beside means "at the side of"; be- If—Introduces a condition. Whether introduces an
sides, "in addition." indirect question, an expression of doubt, or an al-
Contact —Becoming acceptable as a synonym for ternative.
171
If the strike is called, we cannot guarantee delay— (present) \
livery. laid— (past) > to put

He asked whether the strike had been called. laid— (perfect) )
He wondered whether there would be a strike.
He guaranteed delivery whether there would
Loan, Lend, Borrow —Both loan and lend may be
used interchangeably although lend is preferred,
be a strike or not.
but neither may substitute for borrow, which
—
Imply, Infer Imply means to suggest or hint; infer means to accept a loan. In general, the giver lends,
means to conclude or derive from.
the taker borrows.
The chairman implied that a strike was immi- I will borrow a hundred dollars from Jones (not
nent.
lend or loan ).
His audience inferred from his remarks that it
Nowhere, Nowheres —The former only is correct.
would be wise
Individual, Party, Person
to stock up on this item.
—Party means
group of a
Off of —Of is superfluous. Off is sufficient by itself.
Keep off this property is correct; keep off of

people, except in legal terminology where it means this property is incorrect.
one involved in a transaction; person and individ- Raise, Rise —Raise is a transitive verb and requires
ual both mean a single human being; but person is an object; rise is an intransitive verb.
a somewhat more respectful term than individual. The audience rises when the conductor raises his
In, Into—In implies location, situation, position; into baton.
implies direction or motion toward a location. Reason is because —Use either the reason is or be-
In the United States strict observance of these cause, which means for this reason.
regulations has effectively barred the entry of The reason I am late is because the subway
East European products into the country. stalled (incorrect).
Incredible, Incredulous — Incredible means unbe- I am late because the subway stalled, or The rea-
lievable or too far-fetched for belief; incredulous son I am late is that the subway stalled.
means skeptical or disinclined to belief. Said —When used to mean previously mentioned,
—
Latter, Last Latter means the second mentioned should be restricted to legal documents.
of two things. When there are more than two, use Someplace, Anyplace, Noplace, Everyplace In- —
last, last-named, or last-mentioned. correctly substituted for somewhere, anywhere,
Leave, Let —Leave means to depart; let means to

nowhere, everywhere.
—
Their, There, They're Confused because of the
They should not be used interchangeably.
allow.
—
We, Lay Lie is an intransitive verb meaning to re- same sound. Their is a possessive pronoun; there,
an adverb meaning at that place or at that point;
cline: lay is a transitive verb meaning to put or
they're is a contraction for they are.
place. The trouble spots are these:
If they're ready to settle, we'll be there too,
lie— (present) ready to consider any offer of theirs.
lay— (past) to recline —
Unique Means the only one of its kind. Should not
lain— (perfect) be confused with unusual, rare, or outstanding.
.
Appendix f
WORDS AND EXPRESSIONS TO AVOID
SUPERFLUOUS, OVERFORMAL, FLABBY, TACTLESS, HACKNEYED LANGUAGE
According to our records— Often superfluous and Communication—Formal. Better, message, letter,
can be omitted. report, inquiry, etc.
Acknowledge your letter— Overformal.
receipt of Complaint— Aggressive sound. Usually better to say
Better, We thank you for your letter. request for adjustment.
(Please) advise— Better inform or tell unless actu- In compliance with your request—Overformal.
ally soliciting advice. Contents noted—Superfluous.
Agreeable to your letter— Old fashioned. (To) date— Overformal. "To date we have not re-
Along these lines—Better, the gist of his remarks ceived"— better, we have not yet received.
or simply like. Deal— Improperly used for transaction.
Amount of, preceded by in the, to the, for the — It is desired that we
receive—Inactive, weak, and
Better say check or remittance for $— longwinded. Better, we want to receive or we'd
(Please) arrange to return— Sufficient to say, please appreciate receiving.
return. We have duly investigated—Duly is superfluous.
As per your letter— As per is a legal term, therefore Each and every— Each or every is sufficient by itself.
out of place in an ordinary letter. Better, accord- Early date—May mean two or three days or two or
ing to or as mentioned in. three weeks. Better be specific.
As statedabove— Better to repeat what you stated, or Enclosed please find— Better here is or I enclose.
as Ihave mentioned. Esteemed— Old-fashioned.
As yet—For yet. Even date— (meaning today). Better be specific. Say
Assuring you of— Old fashioned. your letter of this morning or of December —
As to— Awkward. 19—.
At all times, at this time— Usually superfluous. Event— Avoid "in the event that." If is preferable.
At hand— Usually superfluous. Favor—In sense of letter—old-fashioned, better say
Attached you will find— Overformal. Better, we are your letter of . Only proper, nowadays,
attaching or we are enclosing. when referring to a specific act of kindness.
At the present time—Now is preferable. For the reason that— Because is preferable.
At this writing— Formal. Better now. Forward—Send or ship are preferable.
At your earliest convenience, at an early date, at the For your information— Superfluous. Omit.
earliest possible moment— Overformal. Better say Hand you—Send our check or enclose our check
soon. preferable.
Awaiting your favor—Better, please let us hear Have for acknowledgment—Simpler to say "thanks."
from you soon. Herewith—Superfluous.
Beg— Relic of old-fashioned courtesy, now aban- Hoping— Weak and usually superfluous. Avoid, es-
doned in business correspondence. pecially as dangling participle before complimen-
Claim—Avoid in the sense of to assert or assertion; tary close of letter.
might antagonize. Inasmuch as—Just say, because.
173
(We are) in receipt of— Overformal. Better, we have Proposition—Avoid using the term in the sense of
received or thank you for. task. "To ship this order during the Christmas
In order to—Just say to. rush will be a difficult proposition" is not as good
In reference to—Overformal, avoid. Better, about. as "To ship this order during the Christmas rush
In regard to—Just say about. will be difficult.'"
In reply would wish to— Overformal, avoid. Proximo— (Abbreviated as prox.) Meaning next
Instant—Abbreviated as Inst., meaning the current month. Legal term, out of place in ordinary busi-
month. A legal term, out of place in ordinary cor- ness correspondence. Say next month.
respondence. Better name the month—instead of Pursuant to your order— Overformal. Better say fol-
"the 5th Inst." say October 5.

lowing your directions.
In the nature of—Long-winded. Just say like.
Recent date—your letter of—Preferable, your let-
ter or your order of . . . (give date).
It is the hope of the undersigned— for I hope.
Regret—When used the following way: we regret
Kindly us know— Kindly is old fashioned. Please
let
very deeply, or most sincerely, overformal. Bet-
let us know is preferable.
ter, I'm sorry, or I regret.
Liberty (May we take the liberty to . . . )—Usually
Replying, Regarding, Referring—Weak. Avoid
no liberty involved. Preferable to be direct and say
hanging participles. The simple straight statement
may we.
is usually more direct and forceful.
Line—Sometimes inaccurately used in sense of a busi-
Return mail— Shopworn. Better, this week.
ness.
(To) lineup— Vague. Better say try to interest, try
Same—Stilted. "We received the goods
Instead of
and found same satisfactory," "We received the
to sell etc.
goods and found them satisfactory."
Lot— Often inaccurately used to indicate quantity.
State—Not as good as simple word say or some other
Watch it.
expression. For example: Instead of as stated
Miss—Avoid using alone. Always use with a name.
above, use as we have said or merely repeat the
Must say—Avoid. Just say it.
statement.
Oblige— Antiquated.
Thanking you in advance— A trite device; may an-
Our Mr. . —Pretentious. If name does not suf-
. .
tagonize as unwarranted.
ficiently identify him, describe him as Mr. . . . ,
Thank you again— Once is enough.
our representative, or our Chicago manager,
Trust— Hope, believe, think, etc. preferable.
etc.
Ultimo— (Abbreviation ult.) Meaning last month. A
Passive constructions—Avoid them. Recast when legal term, out of place in business correspond-
convenient into active construction. Instead of
month.
ence. Better say, last
The goods ordered by you have been shipped, Under cover— Use sparingly. Better specify
separate
say We have shipped the goods you ordered. means of shipment, we are sending you by parcel
Permit me tosay—No permission needed; just say it.
post.
Pertaining to— About is better. (The) Undersigned—Overformal. Preferable to say
Pleasure (We take pleasure in)— Overformal. Better, I.
We are sending or are glad to send. Valued—Formal word. Avoid expressions like your
Posted—In sense of informed, is a poor usage. Better valued patronage.
say informed or well informed. We—In place of I, is right only when emphasis is on
Priorto—Before is better. action by the firm. Otherwise it is preferable to
Pronoun—Should not be omitted because of risk of say L
sounding curt. Avoid, "Goods received. Sending Wish to say— Say it.
check today." Better say, "We have received the Would say—Say it.
goods and are sending you our check today." (The) Writer— Overformal. Don't hesitate to say L
APPENDIX G
GLOSSARY OF TERMS COMMONLY USED IN BUSINESS AND!

FORMAL CORRESPONDENCE
—
Abstract of Title Record summarizing deeds, television, or other media. Classified Advertis*
mortgages, and other documents and transactions —
ing small advertisements listed alphabetically.
affecting title to a piece of real estate. —
Display Advertising large advertisements usu-
Accessory after the Fact —One who knowingly ally using illustrations and type arrangements for
aids the criminal after a criminal act. effect. Poster Advertising —
advertising on large
Accessory before the Fact—One who instigates or cards posted in public places. Outdoor Advertis-
aids in a crime but takes no part in its commission. —
ing very large advertising posted on roadside
Accommodation Paper —Negotiable paper bearing structures, on top of buildings, on sides of wall, etc.
the endorsement of a person who thereby lends —
Car Card Advertising small posters inserted in
his credit to the maker of the paper. panels on cars, busses, railroad cars, etc. Radio Ad-
Account —Right to transact business in a bank by —
vertising advertising over the radio with an
depositing money or its equivalent therein; a sales- "advertiser" paying the cost of programs as "spon-
man's customers; business transacted with a firm sor." Television Advertising —
advertising over
or an individual; right to conduct business with a television with an "advertiser" paying the cost of
firm by establishing credit; record of business programs as "sponsor." Mail Order Advertis-
transactions with a firm or an individual. —
ing advertising by mail or periodical advertise-
Accountant —One skilled in keeping the accounts ments, leading to purchases transacted by mail.
of a firm and responsible for their accuracy. Cer- Affiant—A of an
signer affidavit.
tified Public Accountant (abbrev. CPA), corres- Affidavit—An attestation of the truth of a written
ponding to a Chartered Accountant in England, is statement.
one who has qualified for a certificate from the —A company
Affiliate in financial association with
state and is consequently engaged to check on and another.
certify the accuracy of a firm's books. Agent—Person or company acting for another per-
—
Account Sales Record delivered by a broker or son or company.
commission merchant to the owner of a consign- Agreement—Mutual consent to terms of trade or
ment of goods, showing the amount and sale prices employment, usually in written form.
of goods sold and deductions for commissions and —
Allocation Apportionment of goods in short sup-
freight and other expenses. ply so that all companies, when the government is
—
Actuary One whose profession is to calculate in- the allocator, or all customers, when a company is
surance risks and premiums. the allocator, may secure a share assigned accord-
—
Adjust (in insurance) To determine the sum to ing to their regular consumption or their com-
be paid in settlement of a loss covered by a policy. parative immediate needs.
Adjustor, Adjuster—one who makes the set- Allowance—A customary deduction from the gross
tlement in claims arising out of losses or complaints weight of goods; in law, a sum in addition to reg-
with the purpose of avoiding possible litigation. ular taxable costsawarded by the court; a reduc-
Administrator, Administratrix A person ap- — by the seller.
tion in cost allowed the purchaser
pointed by a court to settle an estate. —
Amortization Gradual liquidation of a mortgage
Advertising —Promotion of business through no- or other debt by periodic payments in addition to
tices in the public prints, on posters, by radio, interest.
175
Announcer —A person hired by a radio station or Association —Organization of a large number of

commercial sponsor to introduce radio programs people to transact business; if not incorporated,
and performers. members are liable for its debts as in a partnership.

Annuity (in insurance) —Annual or periodic in- —
Attachment Court order authorizing seizure of
to the insured for life or for a specified long
property, usually pending outcome of trial.
come
term.
—
Auction Public sale of property by competitive
Appeal —Resort to a higher court for review of a
bidding of prospective buyers.
Auctioneer —A person whose job it is to conduct
lower court's decision in the hope of having it re-
auction sales.
versed, or the case retried.
Appraise—To set a value on goods, land, the estate
—
Audit A verification of accounts; to make an audit.
by
—
Auditor A person authorized to examine accounts.
of a deceased person; to estimate loss as
Appraisal — act of appraising or the stated
fire,
—
Backlog Amount of orders remaining to be filled.
etc.;
result after appraising; Appraiser—one desig-

—
Balance (in bookkeeping) To prepare an ac-
counting: of assets and liabilities; the monev in a
nated by court or appointed by agreement to set a
bank account left after current withdrawals.
value on property.
Appreciate—To increase in value; Appreciation — —
Balance Sheet Statement of financial condition
showing current assets and liabilities.
a rise in value.
Arbitrage—Purchase stock of in one market for
Bank — Institution where money or other property
profitable resale in another.

is deposited. A NationalBank is one organized
Arbitration —Submission
under the National Bank Act; it functions as a
of a dispute to judgment
commercial bank but may have trust and savings
by a third party agreed on by both parties to the
departments, depending on the laws of the state in
dispute.
which it operates. A State Bank is organized
Arraignment —Formal summoning of accused into
under state laws; it operates as a commercial bank,
court where indictment read to him and he
is is
but may have trust and savings departments. A
called upon to plead "guilty" or "not guilty."
Commercial Bank does business primarily in
Arrival Notice —Announcement by transportation
short-term and seasonal loans to business organi-
company to consignee when shipment reaches des-
zations. A
Savings Bank does business primarily
tination.
may also do
in savings and their investment, but
Arson—Deliberate burning of house a (in some commercial banking where state law permits. A
of any property)
states, statutory crime.
a
;
Trust Company acts as fiduciary agent for trust
Assess—To value
set a impose
for taxation; to a fine;
funds of individuals or corporations; if part of
toimpose contribution
a "lodge as a assessment." commercial bank, trust funds are separate from
Assessment— valuation of property;
a a fine; an
bank funds. The Federal Reserve Bank is a
imposed contribution; Assessor—one appointed banker's bank acting under the Federal Reserve
or elected to value property for taxation.
Act as agent for the government in relations with
Asset Currency (in banking) —Currency secured other banks. The Land Bank lends money on real
exclusively by the general assets of the issuing bank
estate mortgages under terms of the Federal Farm
as distinguished from that secured bv special de- Loan Act.
posit of government bonds, commercial paper, etc. Bank Discount — Interest deducted in advance.
Assets (Property) — In accounting, items on bal- Banker — Investment Banker
Officer of a bank.
ance sheet of business showing book values of its is one who and fi-
supplies capital in securities,
resources as at a given date; Fixed or Permanent nances transactions or advises on investments.
Assets— land, building, machinery, capital stock Private Banker generally lends money to finance
of another company which can be used repeatedly; may also engage in com-
international projects,
Current, Liquid or Floating Assets—cash or mercial banking.
which can be used only at one time;
materials Bankruptcy —Condition of a company unable to
Quick Assets—cash or goods which can be im- meet its debts. In Voluntary Bankruptcy, the
mediately disposed of without loss. company petitions to be declared bankrupt; in
Involuntary Bankruptcy, a creditor or group of terest-bearing notes representing loans; or goods

creditors is the petitioner. being manufactured, stored, or transported under
Bargain—Agreement or terms of a purchase sale; care of bonded agencies.
of an advantage.
material at Bonded Debt —Bond issue representing indebted-
Barter— Direct exchange of commodities without ness.
useof money. Bonus —Extra goods shipped without charge on an
Bear— One with toward
a pessimistic attitude busi- order; sum given to employee in addition to con-
ness; one who anticipates downswings in the mar- tracted wages or salary.
ket, as opposed to Bull.
—
Bookkeeper One who keeps "books" or accounts
—
Beneficiary One in whose benefit a gift, trust of a company; generally distinguished from an
fund income, or insurance money, is drawn. formal training and
accountant in having less
Bequeath —To property (property
will personal
lower status.
other than realty).
Book Value—Value given on the books of
to assets
Bid —A which goods
possible offer at be will sup-
owner, may be above or below current market
plied orwork performed.
Big Board —A term
value.
New York Stock Ex-
change.
for the
—
Boycott Organized effort to prevent purchases of
Bill—Account or of goods or work

invoice for sold
goods produced by a certain firm or industry and
usually arising out of labor trouble.
done. Abbreviation for "bill of exchange," now
chiefly designating piece of paper money.
Brand Name —Name manufactured
of article reg-
Bill of Lading — Certificate drawn up and signed by

istered to prevent copying.
Breach of Contract—Refusal carry out terms to
transportation company, enumerating articles
being shipped; acts of a contract in whole or in part.
as contract and receipt for
shipment. Brief—Lawyer's statement of con- his client's case,
Binder—A sum of money or other valuable con- supporting

taining legal citations
Broker—Agent; one who buys or
it.
binding
sideration parties to a contract. another sells for
Black Market—Trading that violates legal restric- on commission.

tions such as price ceilings, etc. Bucket Shop—A brokerage house where
dishonest
Blanket —Covering everything, rather than a speci- the customer's

customer's interest.
money is gambled with, against the
fied item, such as blanket insurance, etc.
Block (in currency) —Legal prohibition or restric- Budget —Plan for the expenditure of income.
tion of foreign credit, currency, securities or other Building and Loan Association —Association of
property, usually during war; e.g., blocked cur- investorswhose savings are used to finance home
rency. construction and make loans on improved real
Blue Chip—A stock regarded an good as especially estate.
investment. Bull —One with optimistic attitude toward busi-

Board of Directors—Group of persons directing ness; one who anticipates upswings in the market;
company,
affairs of a or corporation, association. opposite of Bear.
Board Room —Room which Board of Directors
in Bullion—Bars gold and of silver intended for coin-
meets; room in brokerage office containing board age.
on which is posted records of transactions, prices, Business—Commercial transaction; organization
etc. conducting commercial transactions.
Board of Trade —Organization for advancement of Business cycle—Recurrent succession of business
business, usually of an industry or geographical fluctuations loosely divided into prosperity, crisis,
area such as a town or state. liquidation, depression, recovery.
Bourse —The Paris Stock Exchange. Call-—Purchased rights to demand a certain amount
Bond —An interest-bearing certificate of indebted- of goods at a fixed price or within a fixed time;
ness; a bond differs from stock in not representing demand for payment of money
on a stock- as
ownership. In actuality, bonds are long-term in- holder, member of a mutual insurance company,
etc., pay installment of subscription to capital,

to —
Clearing House Organization maintained by a
or a contribution to meet losses. banking group to exchange checks and adjust ac-
Call Loan —
One which may be terminated by either counts among its members.
party at any time. Closed Corporation —One in which all stock is
Call Money —
Money that must be returned when privately held in a few hands; it usually may not
demanded. be disposed of by holders without the consent of
—
Cancel To annul an order for goods or services. the other holders.
—
Capacity Calculated space of any form of con- —
C.O.D. Abbreviation for "cash on delivery." In
tainer from warehouse or ship to carton. C.O.D. transactions, goods must be paid for at the
—
Capital A stock of accumulated wealth; amount time of delivery.
of property and funds as distinguished from in- Code—An arrangement of words, letters or other
come. symbols to achieve secrecv or brevity in com-
—
Capitalism An economic system in which capital munication; a set of rules governing the conduct
plays a leading part in production and distribution. of a business.
Capitalist — One who uses capital for investment. Codicil—Addition modifying some pro-
to a will,
Capital Stock—Shares of corporation considered
a vision in it.
as an aggregate. Collateral—Property used as security for a loan.
Capital Surplus— such from

Profits, stock as sale of Collective Bargaining—Negotiations between em-
above par other than earned
value, surplus. ployers and a committee of their workers and/or
Carrier—A company passengers or
transporting representatives of the union.
freight, e.g., railroad, airlines, bus or trucking com- —
Co-Maker One who shares obligations of another
pany, etc. bv endorsing a contract.
Cartel — International combination allocating mar- —
Commercial Paper Promissory notes of a large,
kets and supplies, and fixing prices in order to reputable firm; dealt in by note brokers and sold
eliminate competitive buying and selling. to banks which discount them and, in that way,
—
Catalogue A list, usually with illustrations and realize interest on them.
textual description, of items for sale at announced Commission —
Percentage or allowance made to
prices. broker or agent for transacting business for an-
Ceiling—Maximum wage, rent, etc., fixed by the other, e.g., salesman's commission.
government. Company —Association of persons for carrying on
Certified Check—Bearing the signature or stamp of commercial or industrial enterprise; may be
the cashier of the bank on which it is drawn. Its partnership, corporation or other joint enterprise.
is that the sum has been withdrawn
significance —
Complaint (in law) Statement of the cause of an
from the account of the drawer and the bank as- action; the person initiating the complaint is called
sumes responsibility for payment. the complainant. In commerce, customer's charge

—
Chain Store Branch of a large system of stores be- of faultv goods, delivery or other service.
longing to a single ownership. —Auditor with
Comptroller the rank of executive.
Chamber of Commerce —A board of trade; an as- Consign—To send or address goods by bill of lad-
sociation to promote the commerce of a coming, etc., to an agent in another place to be stored,
munity, state or nation. sold or otherwise cared for.
Charter — Certificate from the state approving the —One whom goods
Consignee to are shipped.
organization of a company and authorizing it to Consignment—Transaction which in purchase is
do business in the approved form. not final; unsold goods may be returned to con-
—
Check A standard form of written order to a bank signor.
to make a designated payment out of a depositor's Consumer —Ultimate purchaser or user of merchan-
balance. dise.
Circulation —In a periodical, the number of pur- Contingent Order (in advertising) Space in —
chasers by subscription or individual sales; in a small circulation media to be paid for by returns
store, movement of customers in and out. from the advertisement.
Contract—Witnessed agreement, usually in writ- Credit Line —Amount of credit extended; e.g., "X's
terms
ing, the which of are legally enforceable. credit line is $2,000." Also, reproduction of signa-
Contractor—One who specializes in a certain type ture, symbol or other acknowledgment in print to
of work; e.g., building contractor. Sub-contrac- signify the originator or owner of writing, photo-
tor—one who performs part of a piece of work; graphs or illustrations.
plumbing sub-contractor.
e.g., Credit Rating —Summary of credit line as published
Convenience Merchandise Goods kept — in a store in Dun & Bradstreet or other credit house ratings
for the convenience of certain customers. and reports.
Cooperative—A business enterprise or association Cum Div—With dividend declared or pending.
with the object of producing, purchasing, selling,
or occupying quarters at common savings to mem-
Curb Market —The usual reference is to the Ameri-
can Stock Exchange (formerly New York Curb
bers by eliminating middle-man fees and profits.
Exchange), formerly conducted out-of-doors but
Copy —Text of advertising; duplicate of an original
now housed in a building of its own; it is the
letteror of an article of commerce. Ordinarily,
second largest stock market in the United States.
carbon copy duplication of typing.
Copyright — Exclusive publication rights, now ex-
—
Custom Generally accepted practice, company
practice; customer's account.
Customer—Person
tended to cover plays, movie scenarios and movie
or concern purchasing goods.
Cut—
films and radio and television scripts; other pieces
In printing, zinc etching, or copper or zinc
of creative work are copyrighted after publica-
halftone, usually reproducing a picture or hand-
tion. Application must be made to Register of
lettering.
Copyrights, Library of Congress, Washington 25,
D.C.
Cutback —Reduction production schedule;
in re-
duction
Corner —To secure such control of stock or com-
Damage—Loss
or other compensation.
in salary
merchandise, machinery,
in serv-
modities beas to able to dictate quotation prices.
Com-
Corporation—A
ice, productive capacity or trade standing.
business association operating on a
pensation for such damage may be claimed de-
state franchise and with liability limited to the
pending on the circumstances, in a court of law.
amount of the investment.
—
Co-Sign To assume joint responsibility in indebt-
—
Dead Spot Store location at point of little traffic.
edness by adding one's signature to the note of
—
Dead Stock Unsaleable merchandise.
another.
Debenture—Synonym for debt; documentary evi-
—
Cottage Industry One where operations are per-
dence of debt.
Debit and Credit Memoranda — Issued by compa-
formed by workers at home.
—
Countermand To reverse a personal order. nies to effect necessary adjustments in the course
—
Courts Where cases involving offenses against the of business transactions.
Decontrol—Removal of government
law or claims protected by the law are tried. on restrictions
Courts where large claim cases are tried include prices, rents, etc.
Superior, Circuit, certain District, Chancery or Deduction—Sum or money subtracted from amount
County courts. Courts where small claim cases are to be paid for goods or services.
tried are Justice courts, presided over by a Justice —
Deed Contract by which real estate is conveyed
of the Peace, and include Magistrate's court and by one party to another; Warranty Deed con-
certain District courts. tains a guarantee to clear title ownership; Quick
Covenant—Promise some of future action, made in Claim Deed relinquishes rights of former owner
contracts and other legal papers. without guaranteeing clear title to purchaser;
Coverage—The amount and type of protection Joint Tenancy Deed transfers property to two or
agreed on
against risks an in insurance policy. more owners with the provision that the survivor
Credit— standing
Financial influencing sales to a will own the entire property; Trust Deed is
concern on deferred payment; permission to defer given as security for a debt and is a form of
payment for a certain period. mortgage; Tax Deed is received by purchaser at a

Creditor —One who extends credit; lender. tax sale.
Defalcation —Misappropriation of money placed Distributors supply Retail Distributors who

in trust; the sum misappropriated. serve the public directly.
Default —To fail contract or other
in fulfilling a Dividend —Money paid to shareholders or deposi-
financial obligation. tors as share of profits.
Deficit —Amount by which expenses exceed income, Dock Receipt —Signed by steamship company for
liabilities exceed assets, production falls below freight delivered to dock.
expectation. Draft —Papers by which one party, usually the
Deflation —Decline in prices, volume of production, seller, orders another party, usually the buyer, to
etc., usually accompanied by unemployment. deliver to a third party, usually a bank, a sum to be
Delaware Corporation —A corporation chartered credited to the account of the first party. Used to
in Delaware to take advantage of low incorpora- assure payment and to secure settlement of un-
tion fees and tax rates. paid accounts, since rejection of a draft when pre-
Demand —
Desire to purchase commodity together sented by the bank is recorded and affects credit
with capacity to pay for it. standing.
Demand Bill or Draft —A bill payable at sight, or Drawee —Bank on which check or draft is drawn.
on demand. Drawer —Person who draws money from his bank
—
Demand Item Article in constant demand, which account by check.
must be carried in stock constantly. Dry Goods—Commodities made from fabrics.
—
Demand Loan Loan payable on demand. Due — brokerage
Bill In typebusiness, a of IOU
—
Demand Note Note payable on demand. by broker, promising to deliver certain stocks not
Demurrage—Charge by transportation company available at time of sale; also used for promised
for detention of carriers beyond allotted time. future delivery of dividends, etc.
—
Deposit Money or equivalent entrusted for safe- Dummy —Sample of proposed book, magazine, or
keeping with another, as in a bank; money given booklet to show size, format, and sample pages.
as partial payment in a transaction or as a binder Dummy Corporation —One organized solely for
in a contract. intermediate purposes, and not for open business
Deposition—Testimony given by witness unable activity.
toappear in court. Duplicate —Copy or identical likeness, e.g., dupli-
Depreciation—Decline in value, usually as a result cate of bilL
of loss through wear, neglect, exposure, etc. Ma- Duty —
Payment imposed by the government on
chinery is usually calculated to suffer an annual goods imported, exported, or consumed, such as
depreciation of 10% through wear.
in value customs duties, excises, etc.
Depression — Deep and prolonged decline ofin- Earned Income —Income derived from wages,
dustrial and general business activity. salary, or fees in return for labor, advice or man-
—
Deteriorate To spoil or lose quality with time, agement services.
e.g., food and certain manufactured articles such —
Earned Surplus Balance of profits and income
as photographic film. remaining after deducting losses, dividends, and
Detriment —Damage by intangible cause, such as transfers to capital stock, etc.
injury to a firm's reputation through rumors. Earnest Money —Deposit or binder; a sum of
Devise—To property will in real estate. money paid to seal a bargain and to be deducted
Director—Person entrusted with determining poli- from purchase payment.
ciesand of
decisions a firm. Economy —Organization of the production, distri-
Disbursements—Payments to meet bills. bution, and consumption of goods in a com-

Discount —Allowance for cash or quick payment; munity.
Trade Discounts are discounts from wholesale Efficiency Engineer —A person whose profession
prices allowed to customers and scaled according it is to plan or change production methods to
to amount of purchases and other considerations. secure greater economy and efficiency.
Distributor —
Person or company through whom Embezzle —To fraudulently appropriate to one's
goods reach the consuming public; Wholesale own use property entrusted to him.
Endorse (also Indorse) —To sign one's name as a Factor—Commercial agent who or buys goods sells
payee or to indicate co-responsibility for payment for others on commission; commission agent.
on a check, bill, note, or other document. Factory—Building where manufacture of goods is
—
Enterprise In association with the word "free" or carried on.
"private" has come to replace "capitalism" to dif- Fail—To become insolvent.
ferentiate the non-socialist from the socialist type Fee —Compensation for professional or special serv-
of economy. ices; fixed charge for services of a public officer,
Entrepreneur —One who takes commercial risks; e.g., sheriff's fee.
enterpriser. Feeder —Branch line in railroad, bus, or air trans-
Entry—Item in a business record. port that connects with trunkline.
Equity — In between value of
real estate, difference Fee Simple—Unrestricted title to property.
property and owner's debt on it. In margin buying —
Felony Crime whose penalty is death or prison
difference between market value of a stock and sentence.
customer's indebtedness for its purchase. Fiduciary — In trust; a fiduciary is a trustee.
Escrow —Papers or money in keeping of responsible Finance —Management money of matters.
Financial Rating—
third party such as a bank, held until certain condi- information
Financial carried in
tions are fulfilled. Moody's Manual.
directory such as
Estate —Property in lands or tenements,
sometimes Firm —Correct meaning is common
partnership; in
inaccurately used for property other than lands or
usage, any business organization.
Fiscal—Relating
tenements; total property left by a deceased per- U.S. fiscal year,
to finance, e.g.,
son. taxes are collected.
period which annual
in
—
Estimate Statement of amount of goods to be
Fixtures—Fixed equipment or pro-
in business
produced or stored or of sum for which certain
fessional premises.
Foreclosure—Transfer
work will be done.
property
of mortgagee to
when mortgagor ondefaultspayment. interest
Ex-Bonus
Ex-Coupon Franchise— commercial
Special granted by rights a
Ex-Dividend
Earnings or privileges not in- city to operator of a public conveyance, e.g., a
cluded in the purchase of par- bus line; special rights granted by a manufacturer
Ex-Interest
ticular shares. to a dealer.
Ex-Privileges
Ex-Rights —
Freight Bill Prepared by transportation company
and rendered to receiver or sender, depending on
Exchange —Transfer of goods; place where busi- who is paying the freight charges.
ness interests of a certain sort meet for transaction, —
Freight Claim Also called "Loss and Damage
e.g., stock exchange, cotton exchange, etc. Claim" or "Overcharge Claim," claim on trans-
Executor (Executrix) —One designated to carry portation company for loss, damage or over-
out terms of a will. charge.
Execution—Carrying out of terms of a will or a Fund —Cash or for
specified assets set aside a specific
court order. purpose.
Expedite—To production or
accelerate distribu- Funded Debt—Fund up for payment of long-
set
tion of goods or rendering of service. term indebtedness.
Expediter —One whose job it is to expedite or facili- Funded Reserve— A reserve for which fund has a
and other transactions.
tate business been invested to earn income.
Export-Import Bank of Washington Organized — Futures— commodity exchange,
In contracts for
by the government in 1934 to facilitate foreign subsequent delivery,crop not yet
as of a harvested.
trade. Garnishee—To over property or money
take to
Express —Shipment by fast or unobstructed trans- satisfy a debt or a claim. A claimant may "gar-
portation; via Railway Express Agency. nishee" a defendant's wages.
Facsimile—Exact copy not necessarily of same Gold Standard —
Rating of currency in terms of
size; photostat can serve as satisfactory facsimile. supposed value in gold.
Good —
Intangible asset resting on a special earn-
will Incorporate—To secure a charter of incorporation
ingpower gained through advertising, reputation, from a state, and to organize operations under its
good business methods, favorable location, busi- provisions.
ness standing, etc. —
Indemnify To make secure against loss or damage;
Gray Market —Trading by undercover methods, in to make good a loss or damage.
between black market and regular market Indenture—Sealed agreement of which each party
methods. concerned holds a signed copy.
Gross —As a number, 12 dozen or 144; as an adjec- —
Index Stock market term referring to listed price
tive, indicating a complete sum before deductions quotations of securities traded on the market and
have been made, e.g., gross income before deduc- analyzed for trends.
tion of taxes, expenses, etc. —
Indictment Formal grand jury charge against a
Handbill—Printed announcement handed out to person accused of a major crime.
passers-by. Industry— Collectively,manufacturing as con-
Handicrafts —Goods produced by hand, e.g., cer- trasted to agriculture; any branch of production,
tain pottery, woven goods, embroidery, basket e.g., shoe industry, paper industry, etc.
work, etc. —Rise

Inflation where income advance
in prices fails
—
Hedging Stock trading in which sales or purchases to keep up with prices.
are made to offset or "hedge" against possible loss Injunction—Court order restraining certain action.
in other transactions. "Puts and calls" are a form Insert—Something added document; anin a enclo-
of hedging. sure in a mailing.
Heir —Person entitled by law or terms of a will to Insolvency— meet

Inability to ob-
current financial
an inheritance. ligations.
High Pressure —To make of goods not sales actu- Installment— payment on time-payment
Periodic a
allyneeded or desired. purchase. The British equivalent is "hire-pur-
Holding Company—One organized buy and hold to chase."
stock another company.

of Institutional Advertising —Directed not at imme-
Holographic Will— One handwriting
entirely in the diate sales but at increasing prestige leading to con-
of the testator,
not some valid in states.
sideration of a company as an established institu-
Huckster—One who prepares or radio

ad- television
tion.
vertising, usually with methods of exaggerated Instrument —Person or document useful in accom-
showmanship. plishing a stated purpose.
Hypothecation —Pledging of collateral. Govern- Interest—Payment by borrower for use of bor-

rowed money measured in percentages and units
ments may "hypothecate" tax revenues as security
for a loan. Property may be "hypothecated" for of time; simple interest is payment on principal
alone; compound interest is payment of accrued
payment of a debt. Its earnings may be so used and
the property remain with the debtor; but interest added to capital; penal interest is payment
if pay-
ment is defaulted, the creditor may demand sale of special interest by defaulting debtor.
of the property to secure payment of the debt. Interstate Commerce —Commerce across state
Identification —
Driver's license, social security boundaries.
card, or other document required as identification Intestate — Descriptive of a property holder who
in check payments at stores, hotels, or other public dies without leaving a will. Division of property
places. will then be made according to state inheritance
Implement—To means carry out an
find to agree- laws.
ment. Intrastate Commerce—Commerce within a state.
Impulse Item—Something marketed to appeal to Inventory —Record of merchandise on hand and in
spontaneous decision of customer, usually novel- stock rooms; perpetual inventory is one main-
ties and luxuries as opposed to staples or necessities. tained by recording every sale and receipt of
Income Group—Classification of people according goods on an inventory card. Usually inventories
to earnings. are made at periodic intervals.
—
Investment —Money or other property risked with —

Lessor One who grants a lease.
expectation of profit. —
Letters Patent Document transferring title to
Investment Trust —Company whose business is in- public lands or rights to inventions (see Patent).
vestment in securities and bond issue, and which Liability —
Indebtedness; current liabilities are short
markets its own securities on the basis of these in- term debts such as taxes, accounts payable, etc., to
vestments. be met within the year; fixed liabilities are long
Invoice —A bill itemizing goods shipped and their term debts such as mortgages, bonds, etc.; de-
prices. ferred liabilities are advance payments such as rent
IOU —Document bearing the letters "IOU" and a or interest before they come due.
notation of a sum of money. If signed, an IOU has —
Libel Written statement held to be damaging to
legal status as a debit account. person or business about which it is made. To be
Island —
Counter Table displaying or carrying distinguished from slander, which is a damaging
goods for sale in such a position in a store that cus- statement made orally.
tomers may walk around it. License —Legal permission to sell certain goods, e.g.,
Joint Stock Company —Large partnership with a liquor license; or to practice a profession; or to
some of the features of a corporation. sell goods on the street, e.g., a peddler's license, etc.
—
Journal Bookkeeping record in which transactions Lien —Legal right to property in payment of debt;
are first entered. usually has priority over other claims, e.g., tax lien,
Judgment —Court decision; in a civil trial for dam- mechanics lien, etc.
ages, thesum awarded to the plaintiff. —

Limit Order Order to buy or sell stock at or above
—
Jury Of two kinds. The grand jury consists of 12 or below a specified price.
to 23 persons who serve as an investigating body —
Line Type of merchandise offered for sale, e.g.,
and dismiss or indict depending on the
a suspect, lineof pearl buttons.
evidence at hearings. Functions only in cases in- Liquid —Convertible into cash, e.g., liquid assets.
volving major crimes. Petit jury, an ordinary jury, Liquidate—To convert assets into cash, generally in
usually consisting of 12 persons who hear civil reference to business in financial difficulty and in
and cases of minor law-breaking.
suits need of ready cash.
—
Kickback Unauthorized payment out of wages, —
List Price Selling price as listed in catalogue.
prices, or fees as extortion or bribery. Loan—Money on lent interest.
Know-How—Technical gained through

skill train- Lockout —Shutting out employees during labor
of a
ing and experience. Now

dispute. illegal.
Kraft—Strong brown paper used packing in for Logotype—Trademark or symbol used by firm a in
shipping. its advertising.
Landlord —Owner of reference

real estate; usually Long and Short To be long is to hold stock in ex-
is owner of specified building.
to pectation of a rise; to be short is to sell stocks one
—
Layout Sketch of a proposed advertisement, book- does not own, in a falling market, in expectation of
let, etc., in store merchandising, arrangement of buying them in at a still lower quotation and profit-
merchandise. ing from the difference.
Lease— A contract for the temporary conveyance of —
Lots In real estate, specified arrangement of
property, usually in consideration of rent. ground; in the stock market, number of shares
Ledger —Account book. In larger sense, accounting traded in. Round lots are those in round numbers,
in general. such as 100 shares; odd lots are transactions in lots
Legacy—Inheritance through a will. under 100.
Legal Standard—Measure of value in gold or silver Maintenance of Membership Clause in labor con-—
established by a government for the rating of its tract making it obligatory upon workers to keep
currency. in good standing in the union in order to retain
Legal Tender —Money that may lawfully be used in jobs.
settlement of debts. —
Malfeasance Wrongful action: To be distin-
Lessee —Tenant under a lease. guished from nonfeasance, failure to perform an
action agreed upon; and misfeasance, perform- Minor —Person under legal age to assume certain re-
ance of an agreed action in such a way as to violate sponsibilities. The age varies— it is different for
the rights of others. marriage, for business transaction, or for liability
Malice Aforethought — Intentional or planned in- to criminal charges.
jury. Model Change-Over —Reorganization of manufac-
Manifest — Invoice of a ship's cargo, for evidence at turing process for the manufacture of a new model
customs house. (sometimes called mark) of an article.
Manufacture —Conversion of raw materials into a Monopoly —Exclusive control of an industry or

finished product, e.g., converting iron ore into some form of trade.
steel plate. —
Morris Plan Company Makes small personal loans
Margin —Money deposited with a broker as security for repayment in installments.
on stock purchases; thus margin may be forfeited Mortgage —Transfer of rights in property as secu-
if stock quotations take an adverse turn. rity for a loan or for other considerations. Real
Markdown —Lowering of prices, usually to make estate mortgages are on land and improvements
sales for slow-moving goods. upon it; chattel mortgages cover other forms of
Market — In general, the range for buying and sell- property; crop mortgage is a chattel mortgage on
crops; a first mortgageis one which has priority in
ing; in particular, the range for buying and selling
in a particular field, e.g., the stock market, the cot- any claims on the property over subsequent mort-
ton market, etc. gages (second and third mortgages, etc.).
—
Market Order Order to sell at the market price of Mortgage Certificates — Certificates for small shares
the day on which the order is issued. of large first mortgages or first mortgage bonds.
Mark-Up —Amount added, in selling price, to
Issued by mortgage customers
—
National Advertising Advertising in periodicals
to investors.
wholesale price to cover overhead and profit.

Marshall Plan—Plan extend to economic aid or over radio and television, nationwide in scope.
abroad, initiated by George C. Marshall as United

Negotiable — Salable or transferable as payment for
debts.
States Secretary of State in 1947.
Mass Market —The general public considered as Net —Sum, have been made, e.g.,
after deductions
net income after expenses, taxes, etc have been
potential consumers.
Production—Large
taken out.
Mass mechanized pro-
scale,
duction designed to lower production costs to per-
Nonfeasance — Malfeasance.
see
mit purchase by the majority of potential consum-

Notary Public —A person authorized by state law to
witness and certify to the authenticity of signa-
ers.
Maximum Hours —Limit of time workers may be

tures affixed to
presence.
documents or statements in his
employed without overtime payment.

—
Mediation Resort to third party in disputes be- Number —Item of manufacture; usually refers to
item in a catalogue.
tween employer and worker; not as conclusive as
arbitration.
O.K. —With signature, constitutes endorsement or
Melon—Extra dividend on stock, distributing sur-
approval of something presented in writing. Ac-
cording to popular from Old Kinderhook,
belief,
plus earnings
or profits.
Merger—Consolidation of two or more companies birthplace of Martin van Buren, and used by his
into one. supporters in his campaign for the presidency.
Metes and Bounds—Dimensions and boundaries of Omnibus Clause — Section in a contract covering
a parcel of real estate. several items not specifically covered elsewhere in
Milt —A machine for grinding, pressing, stamping, the document.

or almost every repetitive process; a building or One Day Order —Order for stock transaction on a
group of buildings containing manufacturing ma- certain day, and cancelled if not executed on that
chinery. day.
Minimum Wage —Lowest limit of wages that may Open Order —Order for a stock transaction to be
be paid to workers. executed at any time and to hold good until notice
of withdrawal is received. Also called GTC (Good termine that the invention is new and does not in-
till cancelled) order. fringeon previous patents.

Option — First choice or right to obtain goods or —
Patent Office Government bureau that registers
services without competition for a specified pe- patent applications and issues "letters patent,"
riod, e.g., ten days' option. granting patent rights.
Order —Customer's itemized description of goods —
Patron Customer.
desired for purchase. —
Patronage Business given by a customer.
Overhead—Fixed expenses, such as rent, salaries, Pattern (in industry) —
A model made for dupli-
maintenance costs, etc. cation as in metal casting, dress manufacture, etc.
Overstock—Goods in excess of current demand. Pattern-Maker —One who makes patterns needed
Over-the-Counter Trading —Trading by private in industry.
dealers in securities not listed on the stock ex- Pay —To make an acceptable return, usually in
change. money, for property delivered, or services ren-
Package —Combined merchandise and/or services,

dered; remuneration such as wages or salaries.
offered as a unit, in a "package deal," e.g., radio or

Payee —Person whom money has been, or
to is to be,
paid.
television program in which script, actors, an-
nouncer, etc., are provided as a unit in a
Paymaster—One under whose management wage
all "pack-
age program." or payments
salary made. are
Pamphlet —Paper-covered booklet used Payroll—Paymaster's of those

list to wages entitled
as advertis-
ing or to convey information about a business. or salary.
Panic —Sudden widespread Peculation—Embezzlement.

fright over financial sit-
uation causing
Peg—To hold market a value by manip-
prices at set
artificial depression through sales
ulatingpurchases or sales.
of securities and other property.
Pension—Payment made through
Paper —Documents of any negotiable sort, notes,
or other arrangement to person retired from em-
grant, insurance,
bills, etc.
ployment, business, or public
Par—Normal or
office.
value of face
Parcel—Package of goods; piece of property; to ap-
securities.
"Percents"—Investments such as bonds or other se-
curities, by
described their interest rate, e.g., 3%.
Perpetual Trust—Trust
portion merchandise in small lots to provide some
estate with no prescribed
supply to all accounts.
duration.
Parity—Rate of exchange which cur- at different Personal Property or Personal Estate—Property
acquire equal purchasing power.
rencies other than real estate.
Partnership—Defined Uniform Partnership Act:
in Personnel —Employed staff.
"An association of two or more persons to carry Petition —Written application to a court instituting
on as co-owners of a business for profit"; except in an action or requesting action upon a matter before
"limited partnership" in which liability of certain it.
partners is restricted to the amount of capital con- Petition in Bankruptcy —Written application by a
tributed, partners are individually liable for debts debtor or his creditors that he be declared bank-
contracted by the business. rupt.
Passbook — A book borne by customer, containing Petty Cash—Cash fund used to make small pay-
records of credit purchases; also bankbook. ments.
Passing a Dividend — Failure to declare an expected Photo Engraving—Process of reproducing pictures
dividend. through photography, where printing surface is
Patent — Right granted by the government for a in relief in contrast to lithography or gravure.
term of seventeen years, for the exclusive produc- —
Photostat Photographic process for reproducing
tion of an invented article or for an improvement documents, drawings, etc.; a document or drawing
on an article, not renewable. so reproduced.
—
Patent Attorney One specializing in the prepara- —
Pica 12-point type, usually used on typewriters
tion of patent applications and in the search to de- and in other print where readability is desired
Picket — Person, during a strike, standing or walking other, not as a lawyer, but to carry out transac-
back and forth before entrance of business to dis- tions.
courage non-striking employees or customers Practice— Professional service; e.g., legal practice;
from entering. customary procedure of a firm.
—
Piece Goods Fabrics sold by pieces or fixed lengths. Pre-Fab—A prefabricated article, usually a house or
Pilot Plant —A business operated to determine rates small industrial building, to facilitate speedy erec-
tion.
to be charged in industry.
Pipeline—Piping over long
its
used the distances in

—
Preference Shop One where, by agreement be-
tween union and management, preference is given
transportation of oil
or gas.
Piracy—Infringement on copyrighted or patent

to union members in employment, promotion, and
property rights.
tenure, but management may employ non-union
Pit—
workers if union cannot supply qualified person-
Chicago Board of Trade where
Section of a
nel.
commodity
specific wheat
is traded; e.g., pit.
Pivotal—A stock whose quotations influence the

Preferred Stock — Issue which receives preference
course market.
of the
over common stock in dividends or distribution of
Planned Economy —Economical

assets.
organization, usu-
ally of a state, in which production is arranged to
Premium (in insurance) —Money or other consid-
J
eration paid by the insured according to terms of
prevent or reduce fluctuation and waste.
Plant—The building, machinery, etc., taken together
contract. (In economics)— Greater value of one
currency over another; additional payment for
that are used in a unit of industrial production.
loan of money. (On the stock market)— Amount
Plantation—Large scale farming operation, carried
above par that securities are being quoted at; sum
on by hired labor; e.g., rubber plantation.
paid for an option.
Plastics (in industry) —Synthetic materials mainly
—
Prepaid Paid in advance.
produced by molding process.
Pledge—Piece of property given as security for a
—
Price Value at which goods are exchanged or serv-
ices rendered.
Pricing—
loam
Setting a price on goods.
Point —Unit used in quoting prices on stocks. In the
Primary Markets —Markets in farm produce such
United States, one point usually stands for $1 a as foods or fibers.
share. Principal —Actual
party to transaction as distin-
Point System —Method of wage payment by time guished from agent; money or other property on
units of work performed. Also called the "Bedaux which interest is earned.
System," from its originator. Priority —Precedence as in transportation, goods
Policy —Contract of insurance; guiding principles of production, delivery of order, etc.
a concern, usually determined or governed by a —
Privilege Option on the sale or purchase of securi-
Board of Directors. ties on specified terms.
Pool —Merger of property or financial interests of a Probate—Proof established by legal procedures;
group, usually with the expectation of manipulat- e.g., probate of a will.
ing the market in its favor. Process—A method of manufacture or of render-
Portal-to-Portal Pay —Payment for time spent, as ing services.
in mines, in passing to and from the entrance of the Production —Creation of goods having value to
actual place of work. purchasers; e.g., agricultural production, indus-
Position —On
produce exchanges, undertaking to trial production.
make delivery in a given month; e.g., October po- Profit —What remains after production and sales
sition. costs have been deducted.

Possession—Such control of property as to give ex- Profit —Accounting,
and Loss given after a period,
enjoyment
clusive legal of it. todetermine condition of a business.
Posthumous—Taking effect after death. Promissory Note—Note undertaking payment of a
Power of Attorney —Legal authority to act for an- debt at a specified time or occasion-
Promoter —One who initiates organization of a may be allowed for damage, delay, or savings in
company, floating of securities, or other business shipping costs, etc.
undertaking. Receipt—Signed paper in evidence that goods or
Property —Things owned; real property is property money has been received.
in real estate, while personal property or personal Receipts—Earnings of a business for a given period;
estate refers to all other possessions of value. e.g., "today's receipts."
Proprietor —Owner; one with legal right to posses- Receiver— Person, firm, or bank appointed by
sion.
courts toconduct a business declared bankrupt.
Proxy —To act for another; one whose voting rights Recession —Decline in industrial activity, not so
are entrusted to another, the usual reference being
drastic as a depression.
to voting of stock holders.
Redemption—Payment of outstanding loans; e.g.,
Public Domain —The field of property rights be-
redemption of a bond issue.
longing to the public at large, such as manufac-
Referee—Appointed by court to hear evidence and
turing processes or literary properties not, or no
render decision in business disputes.
longer, covered
Public Utility
by
—Company
patents and copyrights.
servicing the general
Refund —Return of entire amount paid for goods
or services, usually because of their unsatisfactory
public, such as a railroad, supplier of electricity,
nature.
etc.
Put and Call —To "put" is to deliver, according to
Reimburse —Repay money expended by another.
agreement, specified stock at a specified price to a

An agent will be reimbursed for costs incurred
during his operation.
buyer who receives a payment for this service.
The privilege of "putting" may be sold to a third
Reorganization —Reestablishment of insolvent busi-
party. To "call" is to receiveon demand specified ness with the consent of creditors and under court
stock at a specified price from a seller who is paid supervision, with the aim of avoiding receivership
for this service. The privilege of "calling" may be costsand forced sale losses.
sold to a third party. —
Requisition Order for supplies, materials, etc
Pyramid —To engage in transactions in banking or —
Rescued Withdrawal of order or instructions.
stock market, using gains as "margin" for turther Restrictive—Limiting. A restrictive covenant is a
purchases or sales, in order to take continuous clause in a document setting certain conditions,
advantage of a market trend. as in real estate contracts restricting residence to
—
Qualified Fit to do required work. certain races.
Quantity— Used relatively, usually in references to Retail Trade —Trade with consumers.
goods in bulk, e.g., "These castings can be supplied Retirement —Withdrawal from circulation, e.g., re-
inany reasonable quantity." tirement of a currency.

Quantity Theory of Money —Economic theory Revenue —Source income, of usually referring to
that changes in quantity of money in circulation governmental income from taxation.
affect price levels and currency values. Revenue Bond—Short-term issue in anticipation of
Query —To recheck a shipment, a shipper or an ac- revenue payments.
count; may refer to goods, invoices, personnel, Rigged Market — Subject to manipulation so that it
etc.; e.g., "Please query Hobson, rubber tape ship- does not reflect real values.
ment overdue at warehouse." —

Rollback reduction
Price previous to levels,
—
Quit Claim Document in legal form relinquishing by government
usually action.
some property right. Royalty—Share paid by manufacturer

of profits to
Quotations — Statements, oral or written, of market inventor (or owner of an invention), author, etc.
bonds or commodities.
prices of stocks, or to his heirs.
—
Quotation Board Board in brokerage office on Runaway —Removal of business to a region of low
which market quotations are displayed. labor costs as an employer measure in labor
Rebate —Repayment of a percentage of sum re- trouble.
ceived in payment for goods or services. Rebate Sabotage — Obstruction, malicious waste of mate-
A
rials, or spoilage of product by workers during distinguished from libel, which is a damaging
labor trouble. written statement.

—
Sales Engineering Computing and adjusting in- Sleeper —Film, book, novel, or other property or
stallation and production costs from plans, as a
article of trade that gains unexpected commercial
of equipment and ma- success, doing better business than other items for
means of promoting sales
which greater sales were anticipated.
chinery to a specific industry or factory.
—
Salvage Goods rescued from shipwreck or other
Slowdown —Slowing down of work operations,
without actual walkout, as a worker tactic in labor
disaster.
Sample—A
dispute.
representative piece of an article offered
for sale; swatche.g., of cloth.
Smog — Saturation of air with smoke or other in-
Scab—Opprobrious
dustrial exhausts leading to fog conditions.
for person employed

term, used in labor relations
in place of strikers or refus-
Social Security —System and fund set up, under the
Social Security Act, to insure security in old age.
ing to strike with his fellow workers.
The fund is made up of compulsory contributions
Schedule —Systematic listing of time for production
by employers and employees.
or other performance in manufacturing, trans-
—To
Solicit seek business accounts.
portation, distribution, etc.
—To
Solvency—Capacity meet to financial obligations.
Search verify status of a property; e.g., mort- Specie—Metal money (hard) as distinguished from
gage title search, patent search, etc. paper currency.
Seat- —Membership in the Stock Exchange enti- Specimen —Sample of minerals, ores, plants, or other
tling one to share in its assets and the privilege of complete
things that are units of their kind.
trading there. Speculation—Buying or selling with chance of high
Security — (Chiefly used in the plural.) Stock cer- profits and risk of considerable loss.
tificates, bonds, or other documentary evidence of Spot Announcement (in radio advertising) —
indebtedness giving the possessor the right to commercial not part of a sponsored program.
claim property secured by the document; listed —
Spot Delivery In stock market, immediate de-
security is one which, by meeting certain require- livery of stock.
ments, is listed for trading on the Stock Exchange. —An

Staple established product; e.g., oil is a staple
Self-Mailer —Advertising message that can be sent of Texas.
by mail without enclosure in an envelope. A sticker Statement — List of unpaid items in a business ac-
or stamp is affixed to hold pages or folded edges count; a financial statement is a listing of assets
together. and liabilities.
Shakeout—Minor decline in industrial activity in Statute of Limitations —Law setting time limit for
course of
adjustment after inflation. legal action.
Shape-up—Hiring dockworkers by
of selection of Stipulation —Condition specified in agreement or
applicants at piers, usually arbitrarily, at the dis- contract, usually something undertaken by buyer
cretion of labor supervisor. to bolster his credit.
—
Shortage Something missing from inventory or Stock —Share of ownership in an incorporated busi-
from cash, due to theft, loss, or error. ness; supply of merchandise for sale; common
—
Silver Standard Rating of currency in terms of a stock is ordinary stock as distinguished from pre-
specified value in silver. ferred stock, which takes precedence over it in
Sinking Fund —Fund continually added to and in- distribution of assets or dividends; guaranteed
vested toward the payment of bonds or other ma- stock is one whose dividends are guaranteed by
turing debts. another company.
Sitdown Strike —One where striking employees Stockpile —Reserve supply of essential material.
stay in or at their places of work to prevent opera- Strike— Refusal by employees to work unless de-
tion of machinery by others. mands, generally for pay increases, vacations, and
Slan ler —Oral statement held to be damaging to other benefits are met. Usually accompanied by
pei business about whom it is made. To be picketing of the premises of the business affected.
Strike-Breaking —Coercive action with the inten- for payment of a debt; e.g., cash in 30 days, $5
tion of defeating strike action. down and $1 a week, etc.
Sublease—To lease all or part of premises one has —
Testator One who makes a will.
leased. —
Ticker Machine in which messages are stamped
Sublet—To rent
or all one
part of premises has on paper tape, used in reporting market quotations.
rented. Tie-in Sale—Where additional product must be
Subpoena—Court order on servedsum- witnesses purchased to effect purchase of a certain article.
moning them to give testimony. Title —All factors combined which accord right to
Subsidiary — A company, whose
control of stock exclusive possession of property.
is by another company.
held —
Tool Engineering New branch of engineering
Subsidy — Agreed sum over and above market
paid,
concerned with perfecting new machinery proc-
esses, equipment and use of raw material in prepa-
charges, to assure supply or service that would
ration for production of a new product or a new
otherwise be unavailable because of lack of profit.
Substandard —Below standard quality.
model.
—
Supermarket —Departmentalized branch in chain
Tracer
delivered
Investigation designed to trace article un-
by post office or transportation com-
store system, where some departments may be
pany; one who makes such an investigation.
rented as concessions, and doing a gross annual
Trade Acceptance—Bill of exchange governing
business of a specified figure, usually $100,000.
purchase price, drawn by seller upon buyer whose
—
Supply Amount of goods for sale at a given price. endorsement constitutes "acceptance."
—
Surplus Oversupply; amount by which assets ex- Trade Agreement —
Agreement between employer
ceed liabilities and capital; amount of goods on and union, fixing wages, hours, working con-
hand above current demand. ditions.
—
Swindle To defraud; dishonest business transac- Trade Edition or Trade Book —Edition designed
tion. for general public as distinguished from educa-
Swindler— One who defrauds. tional and professional use.
Swindle Sheet—Expense account, when padding or Trademark —Coined name, monogram, logotype,
padding
the possibility of is implied. signature, picture, distinctively designed words or
Syndicate—Group organized for special financing, name, symbol, emblem or device, which may be
such as purchase and resale of certain securities registered in the Government Patent Office for
or underwriting of a stock issue, purchasing it at a exclusive use by the applicant. Registration term is
discount. 20 years and may be renewed.

Take-Home Pay —What is left of earnings after Trade Name —Name or other symbol under which a
withholding tax and other deductions have been firm does business and protected by common law
made. against attempt to deceive customers by use of a
—
Tariff Schedule of duties imposed on importers similarname by a competing firm.
and exporters. —
Trade Paper Endorsed notes (two or more names)
Tax—To exact payment, usually payment exacted given in payment for merchandise; a periodical
by government to provide revenue for its opera- published in the interest of a certain branch of
tions. business.
Tax Sale — Sale of a property to recover unpaid Transcript — Letter-perfect copy of a document,
taxes. which does not seek to reproduce exact appearance
Technological —Referring to technical processes of original.
or changes in industry; e.g., technological unem- Travelers Checks — by banks, travel agencies,
Issued
ployment. American Express, and Western Union for the
Tenant —Occupant of premises, generally one who convenience of travelers.
pays occupancy.
rent for the Treasury Bills —
Short-term government offerings,
Tenders— Sealed bids or offers for securities. bearing no interest, but sold at a discount to
Terms-—Terms of payment; prearranged conditions buyers.
Treasury Certificates — Interest-bearing certificates Warrant —Order for the payment of money or de-
of indebtedness issued in place of short-term livery of goods or documents; in banking, pri-
bonds. marily written order for the payment of money.

Trust —Holding of property by a responsible per- Wash Sale— give an appearance
Fictitious trading to
son or bank (trustee) for the good of another per- of activity to inactive stocks.
son (beneficiary). Wharfage—Fee for use of piers.

Wholesale—
Turnover —Number of times, within a specified
merchants.
retail
goods
Sale of to dealers for resale to
period such as a year, in which a given commod-

Will—Testament of property-holder
a directing
ity is sold out.
property
—To advance an employee, work process
Upgrade a
of
the distribution
Window Dressing—Manipulations
his after his death.
in financial
or product
a or
in rank, earnings, price quality.
statement to give a more favorable appearance
Venue—Place where
it
A change of
case is tried.
than is due.
venue may be granted with the object of securing —
Withholding Tax Income tax payment deducted
a fairer trial.
at source, as from wages, dividends, etc.
—
Volume Amount of business done. —
Without Prejudice A contract term signifying
—
Voucher A receipt or other proof of money paid, that the agreement will not injure any prior or
vouches for the accuracy of the terms of a trans- subsequent rights.
action. Zoning —Laws governing real estate, setting off
Wages —Payment for labor. special areas for special types of occupation; e.g.,
Waive—To voluntarily forego a right. residence, business, hospitals, etc.

Reference Contents:
Appearance and Form

Business Sales and Follow-up
Direct Mail— Mail Order
Letter Writing Credit and Collection
Complaint and Adjustment
Made Simple Job Applicant Letters
Reference and Recommendation
Inquiry and Reply
This is the ideal reference book for the secre- Order and Acknowledgment
tary,businessman, and student, for it gives Payments by Mail
hundreds of practical and easy tips on writing Interoffice and Good Will
successful business letters of every kind and Post Cards and Telegrams
contains up-to-date instructions on postal zip
codes.
Basic Books ELECTRONICS Jacobowitz SPELLING Ross

Revised Edition STATISTICS Hayslett, Jr.
ACCOUNTING Simini ENGLISH Waldhorn and Zeiger TYPING Levine
ADVANCED ALGEBRA AND EVERYDAY LAW Last
CALCULUS Gondin and Sohmer WORD MASTERY Waldhorn and
FRENCH Jackson and Rubio Zieger
AMERICAN HISTORY Estrin WORLD HISTORY Estrin
Revised Edition GEOLOGY Matthews, III
Revised Edition
ARITHMETIC Sperling and GERMAN Jackson and Geiger ZOOLOGY Soule
Levison HUMAN ANATOMY Murray
ART APPRECIATION Sedgwick, Jr.
INTERMEDIATE ALGEBRA AND Home and
THE ART OF SPEAKING ANALYTIC GEOMETRY Hobby Library
Mammen
Gondin and Gondin and Sohmer CHESS Hanauer
ASTRONOMY Degani ITALIAN Jackson and Lopreato DECORATING Alexander
Revised Edition LATIN Hendricks Junior Series
BIOLOGY MADE SIMPLE MATHEMATICS Sperling and Stuart
Revised Edition ENGLISH Venema and Waldman
Revised Edition
BOOKKEEPING Fields
THE NEW MATH Kempf Specials
BOTANY PHILOSOPHY Popkin and Stroll ELECTRONIC COMPUTERS
Greulach Jacobowitz
PHYSICS Freeman
BUSINESS LETTER WRITING Revised Edition
Rosenthal and Rudman Made Simple Books
Revised Edition PSYCHOLOGY Sperling
A Complete Home Library
CHEMISTRY Hess RAPID READING Waldman of Practical Information
DRAFTING Segel RELIGIONS OF THE WORLD Lewis Doubleday & Company, Inc.
Revised Edition Revised Edition
Dept. MS
ELECTRICITY Jacobowitz SPANISH Jackson and Rubio Garden City, New York
Specially Recommended
HOW TO PREPARE FOR AND PASS A HIGH SCHOOL EQUIVALENCY EXAM by I. Edward Friedman
A complete study guide to subjects covered on typical equivalency examinations, with practice tests and
techniques of successful test-taking.
Available now $2.50
isbn: 0-385-01206-3
Cover Design by Rolf Bruderer

Business Letter Writing Made Simple

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Business Letter Writing Made Simple

Uploaded by

Copyright:

Available Formats

Only $1.

Letter Writing review

IRVING ROSENTHAL, MS.

HARRY W. RUDMAN, Ph.D.

MADE SIMPLE BOOKS

American Hotel Association, New York, N.Y.

Elkhart Band Instrument Co., Elkhart, Ind.

Bottom and Side-Margin Message; ; .

Punctuation and Abbreviations .

With Your Firm

The Treatment of Special Customers .

Types of Direct-Mail Literature

The Sales Letter 51 suits and to Minimize Losses . 65

Basic Equipment for a Mail-Order De-

Credit Information: Sources and

Where Leniency Was Applied

The Formal Notice ...

Structure of the Letter of Application

The Data or Personal Record Sheet

Reasonableness 121 Adjustment Policies . 125

The "Caveat Emptor" Policy .

Avoid Minimizing the Complaint

Advantages of Post Cards . .151

APPENDIX A-SPELLING 156

APPENDIX D-SALUTATIONS TO BE USED WHEN ADDRESSING DIGNI-

APPENDIX E-WORDS OFTEN CONFUSED OR WRONGLY USED . . .171

APPENDIX G-GLOSSARY OF TERMS COMMONLY USED IN BUSINESS AND

BUSINESS LETTER WRITING TODAY AND YESTERDAY

edged to be the primary component. It is some- stricted.

larly, in your you want to have

Business Letter Writing Made Simple 21

Public Ocrvico Electric and Gai Company

Mrs. Richard A. Blank

Thank you verylnuch for your letter of- Moreh - Oo

received an explanation about your January bilr, Mrs. Blank.

Ow - Billi ng- De partaont- h e uld ha» e e re e ee d e ut tfhe printed

«* January g. Qfe apologize^ for the oversight.

v Please let ©know if you have any further

r questions, Mrs. Blank.

Very truly yours.

ivAM< JlMJUs cfcoA^*^ ft**2** ^a\

APPEARANCE AND STRUCTURE OF THE BUSINESS LETTER

Very truly yours,

For the past six years I h»ve been fortunate enough

I have enclosed a personal data sheet outlining my

Very truly yours,

Business stationery sometimes carries printed

firm or a special sales message. Such messages

the left-hand margin. Most marginal matter,

side address, salutation, body of the letter, com-

Mr. John Jones — page 2 — January 14, 19

therefore feel that we eannot aecept the return of the

with all our aooounta....

Fig. 4. It was necessary, because of its length, to continue this letter

THE °FULL BLOCK" PORM

Mr. John Jones

Dear Mr. Jones:

I was very pleased to receive your prompt response to my

THE MODIFIED BLOCK" FORM

Mr. John Jones

Dear Mr. Jones:

I was very pleased to receive your prompt response to

and I look forward to seeing you on your next trip to

Mr. Gilbert Kahn

ivAM< JlMJUs cfcoA^*^ ft2 ^a\