How to Induce The Readers of Business Letters?

How to Induce The Readers of Business Letters? :

THE hardest lesson in letter writing I ever learned was on a trip with a city salesman. A letter had been sent out from which there were practically no returns. Naturally the office decided the trade was in bad shape and I was sent to find out why. The first customer was a stolid German.

“Why didn’t you answer that letter we sent you last week?” I asked.

“Why should I?” he replied.

And when I got back to the office and re-read that letter I saw the point. There was no reason why anybody should have answered—there was no inducement. From that day to this no sales letter has passed my desk without being given the test of that acid phrase, “Why should I?”

A description of goods, no matter how skillfully phrased, seldom constitutes sufficient inducement to pull a direct reply, even when this description has been cunningly worded so the prospect sees the article advertised in direct relation to himself or his business. The letter without an inducement may convince a man that the goods for sale are desirable and that they are suited to his personal needs, but it leaves a loophole for procrastination.

And procrastination is a whole lot more than “the thief of time.” It is the thief of countless orders that should be booked and filled, but aren’t.

Your own experience is proof of this. You have probably determined to buy mesh underwear, insured sox, a dozen magazines, a piano player and an automobile—some time. You are convinced of their good points, you know that you want them and you have the price. All that is necessary is the proper inducement—the galvanic spark which will quicken into life this latent desire.

And so will your customers.

How to Induce The Readers of Business Letters?