How to Induce The Readers of Business Letters?



How to Induce The Readers of Business Letters? :




THE inducement feature of the sales letter must always stand before the most searching inquiry. To fool a customer into responding to your letter may mark you as exceptionally clever, but that customer will neither forgive nor forget if he finds it out.


For example :


A certain dictionary publisher sent broadcast and announcement stating that holders of his dictionaries who would send him the printer’s imprint of the several volumes would doubtless learn something to their advantage. The bait took and those who responded by naming the imprint of the printer from whose press had issued the first edition, were immediately importuned to buy an appendix to bring the work up to date.


It was a shrewd scheme - too shrewd. It may have sold books, but it has certainly made enemies for that house. I know because I was on of “the goats.”






















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How to Induce The Readers of Business Letters?
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