How to Induce The Readers of Business Letters?

How to Induce The Readers of Business Letters? :

INDUCEMENTS are as various as sunsets. Gain is at the bottom of them all. Gain is the root of all business action. But gain is not always a matter of dollars and cents. Besides the gain in “Special price for a few days;” the gain in the “Special reduction in, if you send your dealer’s name;” and the gain in the free sample, there is also the subtle suggestion of gain in “This may change the entire course of your life;” in “Information that may save you hours of uncertainty;” and dozens of others that do not represent anything tangible but man gain, just the same.

The letter that can suggest a possibility of gain so artfully that the reader is almost afraid not to answer for fear of missing something is a real masterpiece.

The inducement of prompt and careful service is one which will always win trade; or you may advertise a limited quantity of a certain article or style; you may play up the seasonableness of the product; you may have a real bargain - in any case, you must include an inducement which will definitely answer that cold, indifferent question, “Why should I?” And you answer it “You will gain.” Or to the question “Why shouldn’t I?” you will answer, “You will lose.”

A book publisher does this effectively by giving exact figures on the number of copies of certain books that he is able to supply.

“In six weeks more,” he writes, “our contract with the author expires. Three times we have been forced to renew this contract; three times we have ceased all book advertising and still the orders have continued to pile in so heavily that another arrangement with Mr. XXXXX was imperative.

“Of the 30,000 sets we have printed altogether there are now about 149 in the stock room, and 1,000 more are going through the bindery. If you had seen the orders streaming in at a 200-aday clip at the termination of other contracts, you would realize how quickly these 1,149 sets would melt away. While we still have books on hand, I want them to go to our own old customers. I cannot, of course, discriminate against outsiders; I must fill the orders as they come in. But I can urge you to speak for your set now.”

The common error in handling the inducement is generally that of attaching false or fictitious values to what if offered. One brilliant sales manager whose firm dealt in mine machinery and supplies won many customers by constant reference to a loose-leaf catalogue for which he issued new sheets and revised prices each week. The system was so thorough and the new sheets so valuable that many customers used it simply because it was easy to handle.

Another sales manager tried the same inducement, using a bound catalogue of huge dimensions. He failed. In both instances the catalogues were remarkable but one was serviceable and the other clumsy - one constituted a real inducement and the other was a deterrent.

How to Induce The Readers of Business Letters?