Touch of Solicitation in Business Letter

Touch of Solicitation in Business Letter :

NOTICE, too, how a carriage manufacturer gets your attention from the start when he writes this way.

“Dear Mr. Smith,

“I wonder how near your ideas and mine would agree in the selection of a buggy, and if a buggy that I would build for my own use would suit you. Every year I build a new buggy for myself - not because I wear out a buggy in one year’s time, but because I am always able to sell my last year’s carriage to a liveryman here for as much as it cost me. “I built myself a new buggy this year, which was finished a little over two weeks ago, and I used it just one day when a particular friend of mine offered me $5.00 more for it than the regular price, and I let him have it.

“As this buggy took so well and everyone seemed to like it so much, I immediately arranged to get out a limited number of special jobs under the same specifications, and they are now nearing completion. One I am going to use myself, and I am going to give you an opportunity to get one of the others.”

Thus the proposition goes swinging along naturally to a close so strong that I must answer the letter if I am in the market for a carriage at all. He compels me to feel his interest in the proposition excites my attention and inspires a quick appreciation of what he has to sell, by talking to me as if I were in his office.

Of course, this man-to-man element of the letter must be qualified to suit the conditions of the prospect and the proposition. You wouldn’t write to Bill Sikes, of Rising Sun, Nebraska, the same kind of a letter that you prepared for W.C. Chesterton of Boston. If Bill got W.C.’s letter, in which you spoke of his wife’s elevation to the Colonial Dames, he would think you were “kidding” him. If W.C. got Bill’s letter of coyotes and potato bugs, he would throw it in the wastebasket with a shiver of literary disgust. Put in the heart-to-heart element, but in every case, be sure that it is right.

Touch of Solicitation in Business Letter