Argument and Proof in Business Letter



Argument and Proof in Business Letter :




DIRECT and complete testimonials are also strong proof, but the use of these by patent medicine advertisers, and the numerous stories current as to the trickery and unfair means used to secure them, makes the testimonial a two edged weapon which must be handled skillfully to be effective. A made-toorder testimonial or one in which names and addresses are omitted is prima facie evidence of insincerity - or worse.


“John Hays Smith, publisher of the Age, 138 West 42nd St., New York, says:” is sincere. “We are permitted to quote the following from a letter by Mrs. Albert Ross, president of the Women’s League, 462 Woodward Ave., Detroit,” rings true.


The name should be well known; the title, if any, expressed at length, the addresses given in full. Not only that, but the very words and phrases should be such as to make the testimonial stand out with a separate individuality from that of the sales-letter writer. The testimonial, even a bona fide one, that appears to be of a price with the balance of your letter, as though it ran from the same fountain pen, defeats its purpose.


The most successful printed testimonial that ever came under the writer’s notice was one in which both the request for an expression of approval and the customer’s reply were used together. The combination was unique and its presentation so candid and open that it carried absolute conviction. The scheme could hardly be used in a letter, yet it suggests this train of thought: that the most important point in this whole problem of proving your claims is sincerity.







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Argument and Proof in Business Letter
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