How to Induce The Readers of Business Letters?

How to Induce The Readers of Business Letters? :

YET while such brazen means are to be eliminated there is a wide latitude within which the mail-sales man may work without being reduced to price slaughtering - other inducements which will pull replies from interested people and make the labor of landing the order easy. A case of this is seen in the following, written by he commercial agent of a large power company.

Dear Sir,

Will you kindly supply us with information as per attached form? We are getting statistics covering the power situation in LXXXXX and would appreciate your cooperation.

The form enclosed was provided with spaces for very complete information regarding the addressee’s power equipment and requirements, and placed in the commercial agents and exactly the facts he needed in order to make a complete and definite proposition. About 33 per cent of the letters sent out brought back the desired information. This, to be sure, is an exceptional case, but it represents the extreme to which that part of a sales-letter designated as “the inducement” may be carried.

It is not necessary to offer “something for nothing.” It is not necessary to appear to be giving your man a double eagle for a one-cent postage stamp. But it is necessary ever and always, to incorporate in a sales letter something which will answer that eternal.

“Why should I?”

It may be simply an offer that is eminently fair and so squarely put up to you that you cannot refuse, as for instance when a refrigerator manufacturer writes: “Remember, an order is simply an opportunity for the Morton to sell itself to you. There is no sale - no obligation to keep it - until you have used it in your home for 60 days and are satisfied. Just let us send it.”

And always make the inducement seem easy to take hold of. Have nothing involved - nothing that will force the reader to doubt as to the correct thing to do. Uncertainty is the mother of inaction. Your proposition should be clear as day - “Do this and you get that” - and no matter how indefinite you leave “that,” you must make “this” specific and simple. This is the real strength of the coupon in advertisements and of order-cards in circular letters. Coupons and order-cards are not so much easier to use than a short letter, but they look easy and - what is more important - they condense the terms and methods of procedure down to bare essentials and show the customer exactly what to do.

The process of making it look easy to take hold of the inducement follows up the answer your inducement makes to the question, “Why should I?” with the insistent return question of “Why shouldn’t you?”

How to Induce The Readers of Business Letters?