How to Create Desire in Business Letter?

How to Create Desire in Business Letter? :

BUT go further. Show the prospect he cannot lose, and prove that also. Where a proposition involves over a dollar, the man you want to sell begins to figure the chances. He has probably been stung (or believes he has, which is the worse for you) on a similar proposition in the past. Show him that he takes no chance with you - prove it to him.

A well-known glass company which manufactures scientific reflectors for all classes of interior lighting uses photometric curve, but the very fact that impartial evidence is offered as proof is enough to win the prospective customer’s confidence.

Similarly, a paint manufacturer encloses a small folder with his sales letter showing how to test the purity of paint; a clothing manufacturer explains how to distinguish all-wool goods from the half-cotton product offered in substitution; a maker of acetylene gas lighting outfits proves the simplicity and safety of this gas - which is popularly supposed to be dangerous in the extreme - by describing how anyone may make acetylene gas with an ordinary tumbler and common clay pipe. Such proof, sometimes applied in a most indirect manner, is wholly convincing. Not the least part of its value lies in the fact that it is instructive.

The reader feels that he is learning a trick of the other fellow’s trade.

“Do not think because the price is small, that my cigars are made carelessly or of cheap tobacco” writes a mail order cigar man. “Order a sample 100,cut open any five of them from end to end, and if the leaves are not all good long filler, I will refund your money.”

A varnish manufacturer sends along a sample panel finished with his varnish and writes:

“Give this panel the most thorough test possible - stamp on it with your heel or hit it with a hammer. Then hold it to the light. You will find that although you have dented the wood, the varnish has not been cracked.”

A paper manufacturer is even more successful when he says: “You can prove the excellence of our word in a second: just tear a corner off this sheet; then tear a corner off one of your present letter heads; now get a magnifying glass and examine both torn edges. You find long fibres - linen threads - on ours, while on yours the fibres are short, woods.” The man who reads this learns something new about paper. He learns how to judge it intelligently - and learning, he learns what the writer wished him to know about his bond.

Another simple expedient is referring for corroboration to standard works of reference, to friends of the reader or to specialists in any line. “As any chemist will tell you -,” is effective. Or we may say:

“Consult your banker as to the solid value of these bonds: he may have others he would prefer to sell you, but he will not fail to endorse these.”

Nine times in ten the reader will never carry the matter further: he accepts your statement merely because you are willing he should take disinterested advice.

There is weight, too, in a sweeping reference to one’s neighbors. An umbrella maker scores when he writes: “If you have friends in Baltimore, drop them a line and ask about Bronson umbrellas. They will tell you they have used our umbrellas for years - generations, often - and always found them good. Such is the name of Bronson in his own home town.”

How to Create Desire in Business Letter?