CIHM
Microfiche
Seriec
(Monographs)
ICMH
Collection de
microfiches
(monographies)
Canadian Institute (or Historical Microroproductions / Instltut canadien de microreproducbons historiques
r^lQQQ
I
Technical and Bibliogiiphic Notes / Notes techniques et bibliographiques
The Institute has attempted tu . . i.-?. the- .-est original
copy available for filming. Fer^lu:-';. rf this copy which
may be t 'lographically unlqi.'.i. W'^rjh ruay alte' any of
the imatj-'S in the reprccijctfon, ;r which may
significantly change the usur:^ r>,',*ho'i of filming are
checked below.
D
r'
D
D
n
\1
n
Coloured covers /
Couverture de couleur
Covers damaged /
Couverture endommagee
Covers restored and'or laminated /
Couverture restauree et/ou pelliculee
Cover title missing / Le titre de couverture nanque
Coloured maps / Cartes geographiques en couleur
Coloured ink (i.e. other than blue or black) /
Encre de couleur (i.e. autre que bleue ou noire)
Coloured plates and/or illustrations /
Planches et/ou illustrations en couleur
Bound with other material /
Relie avec d'autres documents
Only edition available /
Seule edition disponible
Tight binding may cause shadows or distortion along
interior margin / La reliure serree peut causer de
I'ombre ou de !a distorsion le long de ia marge
interieure.
Blank leaves added during restorations may appear
within the text. Whenever possible, these have been
omitted from filming / Use peut que certaines pages
blanches ajoutees lors d'une restauration
apparaissent dans le texte, mais, lorsque cela etait
possible, ces pages n'ont pas ete filmees.
L'Institut a microfilme le meilleur exemplaire qu'il lui a
ete possible de se procurer. Les details r'e cet exem-
plaire qui sont peut-etre uniques du point de vue bibli-
ographique, qui peuvent modifier une image reproduite,
ou qui peuvent exiger une modification dans la rnetho-
de normale de filmage sont indiques ci-dessous.
I Coloured pages ,/ Pages de couleur
I I Pages damaged/ Pages endommagees
□ Pages restored and/or laminated /
Pages restaurees et/ou pelliculees
I ~^ Pages discoloured, stained or foxed /
I '. I Pages decolorees, tachetees ou piquees
Pages detached / Pages detachees
y Showthrough / Transparence
D
□
n
Quality of print varies /
Qualite inegale de I'impression
Includes supplementary material /
Comprend du materiel supplementaire
Pages wholly or partially obscured by errata slips,
tissues, etc., have been refilmed to ensure the best
possible image / Les pages totalement ou
partiellement obscurcies par un feuillet d'errata, une
pelure, etc., ont ete filmees a nouveau de fa^on a
obtenir la meilleure image possible.
Opposing pages with varying colouration or
discolourations are filmed twice to ensure the besl
possible image / Les pages s'opposant ayant des
colorations variables ou des decolorations sont
filmees deux fois afin d'obtenir la meilleure image
possible.
Q
Additional comments /
Commentaires supplementaires:
Vdriou;. |)c»)inc,s.
This item Ir. filmed at the reduction ratio checked below /
Ce document est dime au taux de reduction indique ci-dessou».
lOx
14x
1
18x
12x
16x
20x
22x
26x
30x
24x
28x
32x
The copy filmed here has b^en reproduced thanks
to the generosity of:
L'exempiaire 'ilm^ fut reproduit grace d la
g^n^rosit^ de:
National Library of Canada
Bibliotheque nationale du Canada
The irrtages appearing here are the best quality
possible considering the condition and legibility
of the original copy and in keeping with the
filming contract specifications.
Les images suivantes ont 6i6 reproduites avec le
plus grand soin, compte tenu de la condition et
de la nertet* de I'exemplaire film^. et en
conformit* avec les conditions du contrat de
filmage.
Original copies in printed paper covers are filmed
beginninq with the front cover and ending on
the last page with a printed or illustrated impres-
sion, or the back cover when appropriate. All
other original copies are filmed beginning on the
first page with a printed or illustrated impres-
sion, and ending on the last page with a printed
or illustrated impression.
Les exemplaires originaux dont la couverture en
papier est imprimis sont filmis t^n commencant
par le premier plat et en termic ,■ t soit par la
dernidre page qui compone un«j empreinte
d'impression ou dillustration. soit par le second
plat, selon le cas. Tous les autres exemplaires
originaux sont film*s en commenpant par la
premiAre page qui comporte une empreinte
d'impression ou dillustration et en tern-inant par
la derniAre page qui comporte une telle
empreinte.
The last recorded frame on each microfiche
shall contain the symbol » (meaning "CON-
TINUED"), or the symbol V (meaning "END"),
whichever applies.
Un des symboles suivants apparaitra sur la
derniAre imago de cheque microfiche, selon le
cas: le symbole —^' signifie "A SUIVRE", le
symbole V signifie "FIN".
Maps, plates, charts, etc., may be filmed at
different reduction ratios. Those too l«-ge to be
entirely included in one exposure are filmed
beginning in the upper left hand corner, left to
right and top to bottom, as many frames as
required. The following diagrams illustrate the
method;
Les cartes, planches, tableaux, etc.. peuvent etre
filmAs ^ des taux de r6duction diff^rents
Lorsque le document est trop grand pour etre
reproduit en un seul clich*. il est film6 ^ partir
de Tangle supirieur gauche, de gauche A droite,
et de haut en bas. en prenant le nombre
d'images nicessaire. Les diagrammes suivants
illustrent la mithode.
1
2
3
1
2
3
4
5
6
MICROCOPY RESOLUTION TEST CHART
ANSI and ISO TEST CHART No 2
i.O
I.I
Li m
m
2.2
2£
1.8
1.25
1.4
1.6
^ /APPLIED IN^^GE
jfk U609 USA
- Phonm
Modern Business
CANADIAN EDITION
A SERIES OF EIGHTEEN TEXTS, ESFtClALLY PRh^'AKED
FOR THE ALEXANDER HAMILTON INSTITUTE C^OKSE iN
ACCOUNTS, FINANCE AND MANAGExMENT
KPITHD HV
JOSEPH FRENCH JOHNSON
nPAN. S'F.W YiiliK IMVKIisnV scuool. (>»■ ( MM .IKIICF, Ai_rOi NTK hMi rTNANC'E
NKW VUKK •JITV
Title ■ .h///i"-
APPLIED ECONOMICS James M av r
ORGANIZATION' AND MANAGEMFN1' Llk Calloway
SKLLINC i;. S. BvTLUu
CREDITS Lee Calloway
TRAFFIC S. J. McLean
ADVERTISING Lee Ca'.loway
BUSINESS CORRESPONDENCE . G. 3. IIoicii-viss
ACCOUNTING PRACTlGc: . . . . p^ ' CkEF. ,rlim.er
I E. V, . W Hii nr
CORPORATION FINANCE . . . . / ^^ "--fAv H. Lor.^n
I. Iked ^^ . r 'ei,:<
MONEY AND RWKING . . . . / Eakl Dea.n H, ,^^ ',.m
• \\ \\ . SW AN.^ON
BANKING rRAC'ITc:; E.I..>ti:waiitPattehson
FOREIGN ENCHANGE . . . . ( |^";Nk,.i v Esn„,u
' l\ L. Stewart Patterson
f 1 rioMvs CnvwAY
INVESTMENT AND SPECULA i ION : Aliiek Atwood
i Fred \V. Field
INSURANCE CEdwa-^i) R. Hardy
■ ' Frk 1 W FiEi n
REAL ESTATE f\VA.T,:K Lixi-ner
' E. \V. W UKaiT
AUDITING . Sevmimk \Vai,ton
COST ACCOUNTS Stei'iien Vv . Guzman
COMMFRCIAT, LAW Walter S Jopvson
L-
M^
*-*3
Advertising and
Correspondence
PART I: ADVERTISING
BY
LEE GALLOWAY
V98I8TANT PBOFFaSOR OF fOMMtlU E AND ISurHTttT IN N^W YORK rMVEBSlTT
SCHOOL OF COMMKHfK, ACrOCNTS AND FINANCB
IN COLLABORATION ^X'ITH
G. HOWARD HARMON
VirE-PBESIDENT OF THE MUKSE INTKHS ATION AL ADV ERT18ING AfJENTT
REVISED BY
RICHARD B. HUESTIS
EASTERN rSlTED STATES MANAGER FOR THE MaCLEaS PrDLISIllSQ COMPAST.
PART II: BUSINESS CORRESPONDENCE
BY
GEORGE BURTON HOTCHKISS
ASSISTANT PROFESSOR OF BISINESS ENOI.ISH IN NEW YORK CNIVERRITT SCHOOL
OF COMMERCE, ACCOUNTS AND FINANCE
Modern Business
Canadian Edition
Volume IV
ALEXANDER HAMILTON INSTITUTE
NEW YORK
J
COPTKIOHT. 1911. BT
ALEXANDER HAMILTON INSTITUTE
COPTRIGHT. 1912. BT
ALEXANDER HAMILTON INSTITUTE
COPTBIQHT, 1913, BT
ALEXANDER HAMILTON INSTITUTE
COPTRIOHT. 1914, BT
ALEXANDER HAMILTON INSTITUTE
CopTRiQHT IN Great Britain, 1914, bt
ALEXANDER HAMILTON INSTITUTE
TABLE OF CONTENTS
^i
PART I: AI)\KRriSIN(i.
CHAPTKR 1.
HISTORV OF AnVKRTISINC.
sunns
1.
2.
:i.
I.
5.
6.
/ •
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
Industrial Basis of Advertising
Evolution of Advertising
Most Primitive Form of Ad\(rtising .
Mediaeval Crier
Second Phase in History of Advertising .
Use of "Signs" in Mediaeval Times .
Use of Signs To-day
Early Newspaper Advertisements .
Early Newspa])cr Advertising in Ameriea
Benjamin Franklin's Method of Advertising
Effect of Industrial Revolution on Advertising
Problem of the Nineteenth Century .
Advertising More than Mere Publicity
Adaptation of Methods to Conditions .
Early Magazine Advertising in tlie I'nited Stat*
Growth of Magazine Advertising .
Advertising and Postal Receipts .
1
o
3
4
5
6
6
7
8
10
11
12
13
\'i
1 t'
15
18
CHAPTER II.
PSYCHOLOGY 01- ADVERTISING.
18. Psychologj Defined
19. Advertisers as Psychologists
20. Why the Need of the Study of Psychology Arose in Ad-
vertising
21. Appeal to the Sense of Sight
22. Illustration of an Appeal to Sense of Sight ....
vii
20
20
21
22
23
^"> ADVERTISING
SFCTIOM
'2fi. Importance of Appeal to Imagination oi
2i. Two Imj)()rtant Points ^T)
'25. Illustration of Tlicsf Principles cui
26. Illustration as Applied to Advertising o-
27. Apixal to Prevailinp Form of Mental Imapi ry . . „'!)
2H. Illuirtration of Choosing Proper Metl\o<l nf Appeal . . .'id
'J!>. Avoi'i.inee of Kxapgeration and rnj)leasantness . . . ;!1
.'<(). Universal Sifrnificanre of R'>vtlim ,'n
;n. Prartieal Importance of Hliytlim in Advertising . . . ;?'2
32. Color and Tone in Advertising Xi
.'i.'i. Form and I'roportion in Advertising ,Si
.'M-. Rules of Attention .18
35. Relative Length of Sentences Mf)
3(). Tlie Eye in Advertising 41
37. The Kye and Rhythm y^
3H. Optics and Advertising 4-2
39. Illustrations of Unsuccessful Methods l.')
40. Reasons for Failure of These Methods of Appealing to
the Eye 47
41. Characteristic Part of Letters 48
42. Power of Suggestion 4()
43. Importance of Making the Right Suggestion in Adver-
tisements .TO
44. Devices for Making Strongest Suggestions . . . . 51
45. Suggestion Induced by Rejjetition 52
46. Suggestion by Inference 53
47. Wider Relations of Psychology and Business ... 54
48. Help Obtained from Psychological Studies .... 55
CHAPTER III.
ADVERTISING TECHNIQl'E.
49. Relation of Typography to Advertising .
50. Point System
51. Type Thickness Standards
"j'-i. Measuring hy Ems
53. Reasons for Adoption of "Em" as Standard
54. Spaces in Printing
55. Selection of Type Sizes and Styles
58
59
61
62
64
65
66
CUNTKNTS
IX
srcTlov
5().
57.
58.
5i).
60.
61.
62.
63.
6i.
65.
66.
67.
68.
69.
70.
71.
73.
7-1.
76.
77.
78.
79.
80.
81.
B
D,
8-2.
8i.
85.
86.
87
Advantages of" a Type Spcriiutn .
Kstiiiiatf of I.ttttrs in (liv.ti Spices .
Borders
MiMMirt-nu iits for Ad-.t rtisiiig Space .
rrintiiifT Plates for Advertising .
Zinc KteliiiiK
Ready for Etching
Making a Half Tone
Kinds of Copy for Etchings and Half Tones
Cost of Etchings and Half Tones ....
Importance of the "Screen"
Wood-cuts
Impression Cuts
Production of Electrotype
Making the Finer Electrotype ....
Stereotypes
New Styles in Newspaper Illustration.
Process
Other Methods
Cost of Reproduced Plates ....
Kinds of Paper
Book and Print Papers
Cover Paper, Bristol Board, Manila Papers
Qualities of Paper
Testing Paper
How to Figure Stock
Formulee for Determining Size of Paper and Ensuing
Waste
CHAPTER IV.
CONSTIUTTING AN ADVERTISKMKNT.
Importance of Harmony in Style and Purpose of an
Advertisement
Illustrations Should be Pertinent
Determining tlie Amount of Space
Summary of Considerations in the Use of Space . . .
Size of Advertisement in Relation to Expense . . •
Ascertaining the Market
fAGF
Gl
67
r39
■'0
71
7ii
73
7i
76
76
77
79
79
79
80
81
81
82
84
84
85
86
87
88
91
91
94
95
98
9«
99
99
r
I
SECTION
AD\i:UTlSI\G
"••'(•t.T of (;,„h1s Adv.rlis.d
;,'"•''•'' ■''■ ''"'''i<vU..„ :uul Spa,... Ls..,|
>-tn'-li".. of Adv. Hi.i,.^ A,>,,r..prnt,
'M..nu;i,i;rtl„. -Lavoiif .
•^''•'kin- t/,.- I.av..Mtin Ma.s.s
'J'-i.
••^'i. Ins.rti.ii, .,f Ciitj,
.•'^• I.av.)iit f„r ('.)in,,„.sit„r
.''■'■'• Car,. i„ Placing tl,,- futs
I';;- Two Factors in IJctcrnmnng F.r,u '.
•>'■ Kiiuls of J'r.nifs .
!'«• l'r,).,f-H,.,Hiin^, .'"_"■■■
yy. "C'Josinir" of A,), .i- • >■
<HAl'r.,H V.
A/)\i:iiT[si\(; .\I HI) I CMS
'""• ^^"'■"'■^■■'' .M.a„.ng .,f ,h.. T.rn,
lOI- .\..w.spap..r \-,.rs„s Maga/in...s .
H»'-'. ^'Ii.'iract.r ,.f (;,„„is Adv.rtiv
('Jiaract..r of a \..uspa|).r
'mi..,rtan..,. of I ),s,.rin,iMatiM;r ( l,,,,, '
(■'hoHv .if Kv.riiii- ,,r M
"('iiitral I
101.
l(),».
106'.
107.
'"■ ^' 'nil K.lltioMS
liiipr.-.ssimr' as an tiuUx
M'tl..HK „f n,,,„,i„^ ^.-spap..r l'r..f..r,"n..,.'.,fV
calitv
K'S. Trad,- J.Mirnals an,! (
10!>.
I 10.
1-is- I'lilili.atl.ins .
A v/mtap's of Tr,.!. .I.)nrnals.
j;r.s.nt Status .,fTr:„l,,(.,„r„alAdv.Ttisin./
I.TmatmiM.f S.vn,l,..a!,s , 1 Tr.,,!.. p,,,„.,,
<l'.'n«,sH, M.ll,n.ls A.lopt.,! Ii, Tra.l.- Pap.'rs
'•■'"""K til. .\.l^,rt,s.r■s ( „nti,l. n,.,- .
' 1 ^• 'I'rad.- I'ul.li.ali.ins M
I I .'!.
'ii''t D'p, nd .,,1 Qiidiiv
li.".. Kditorials as Jn.l.x.s t.. (^nal.tv
""■ <>PI""-t„n,(„s of II,.. T...|,ni.ar.\.|urt.srr
"' <^i'sli"ii of Ir... .\,i\,rhsnitr ....
' IX. ( ontr.icts ,in,l 'r.rnis
llf>. Tsf of ficncral M..di„n,s
I'-'O. Distriliuh,.,, .,;■ l',:l,i,..ations
I'J 1. Am.iI, ^;^ .,(• P..I.I; . ..
PAGE
• !)!)
. 100
101
lO'J
lof
108
1 ()<)
112
l]3
114
116
117
118
118
I'JO
l.'l
I -J J
I'J.'i
Ml
I'-!.".
I J 7
1>'7
IJi(
l.io
1 .■{•J
l,'i,{
I.U
l.'!7
I .iiJ
I to
I M
I PJ
1 l.'i
CONTENTS a
SECTION PAGE
l'i'2. Mag'.zines for Women 143
123. (ifiur.il Monthliis ,111(1 W«tklifs Hi
121. Inrimncc of Kditori.il Policy 1 i(>
125. Experienci of Collier's Weekly 147
CHAPTER VI.
AnVF.RTISIXC. MKDIl'MS (rontinueJ).
l'J(i. Newspapers, Home Prints. Patent Insides . . . .152
I'JT. C'oiiperative Printiiifj 153
1'28. Location of I'apers Printed Cooperatively . . . .156
I'if). Ready Print I.ist 157
l.'iO. Space, Position, aiul Lists 158
I'M. Choosing Necessary .Space 158
l.'i','. Relative Value of Various Parts of Newspapers . . . 159
l:i;{. Analysis of Problems of Position Hjl
L'ii. Advertising Rates I63
i:U'}. Temptations to Rate Cutting iGi
l.U). Other Methods of Varying Rates H)7
i:i7. Kate Cards I(i8
CHAPTKU VI L
SrPPI.KMKNTAKV .\1)\ KRTlSIXr, AIDS.
l.'iS. .Siippleiiieiitary Ad\iTtising
l,'i|(. .Street Car Advertising
1 Ml. ( h.iraeter nf .Str(<t Car Advertisements
111. Necessity for Direct .\ppt.il .
I \2. .Street Car \itsiis OthiT .AdverliNJng .
Il.i. Post, rs ind Piiiil( (1 Signs ....
I I k Kt gii! ilioii of Mill Mo.ini .\(lvertising .
I V.I. \iew of Hill iJo.ird Advirlist r
! K>. ' )i(|ieiiltirs of Mill Mn ird Advrrtising
It". Org.iiii/ itioii of Hill Posting Coneirns
! IH_ P.lilltll! .Siirlis
1 H)- Risks of .\d\ < rtisiiig li\ I'listi rs or liy I'linti d .Sigi.s
170
170
17-'
173
175
17fi
177
178
179
180
181
xu
ADVKU'l'ISING
CHAPTER VIII.
SUPPLEMEXTAKV AinKUTISIXG AIDS (Co„tin,u,l).
SECTION
150. Electric Advertising
ir>l. Greatest Electrical Sign
152. Electrical Sign Costs
153. Placing of El.ctrical Signs .......
15 J. Organization of Electrical Advertising
155. Indoor Electrical Advt rtiseinenf s
I5(). House to House Distriliution
157. Risks of Tliis Metliod
158. Methods of Agencies for Distribution of Hand-Hills'
15.'>. Advertising Xoveltirs
HiO. Successftd Sales of Advertising Novelti.s .
nil. Calendars
ilh2. Eirm.s Using Calendar Advertise ni.nts
Hi.'i. Effectiveness of the Calendar Advertise;nent .
l')K H!ott( rs
1()5. House Organ
Hi(). Vari( ties of House Organs
1()7. .Making the Ilou.e Organ
l(i8. N'alue and Cost of Such Mrdinnis .
Hi!). IJooklets and Folders
1 70. Size and Shape of Booklets .....".'
171. A Successful E.xaniple
1 72.
I7.i.
17k
175.
17(i.
177.
178.
17!).
I8(>.
LSI.
CHAPTKH IX.
I'Hom.KMs or Tin: hktui.kh.
Retaih r and .Manuf.ietur. r
Power (d" .Middh ni.m
Clos.r Helalion of .Mainifactnrer .in. I Consunirr
Opposition to .Mail Order Houses .
Ret.iilers I'se Snlistitiition
Manuf.Ktiirers. ami I'ru, ( utting hv K.tail.rs
He<|uir.nients of M.lhods of l'< rson il .\pp, ,|
Where Company h.is Legal Mon..p,dy
Companies Without Patent .Moiu)poli,s
( ontr.iet Prolnhiting 'I'r.iding Stamps, etc.
PAGE
181
18t
185
18()
18ti
187
188
188
18!^
1!)!
1!)'J
l!).f
1<)5
1!)5
iy(i
1!K)
iy'<
1!)8
1.0!)
'200
201
203
20.1
201
'J 05
•i07
i>OH
20{)
2U)
216
1
^
CONTENTS
Mil
^F.C^ION
182. Advertising Advice for Retailer
18;^ Factors in Price M.iliing
18k Advantages of Stable Trade Conditions .
185. Well Advertised Goods L'sed as Leaders .
186. Maintaining Price
187. One Method of Maintaining One-Price .
188. Devices Adopted by Price Cutting Establislinients
18S). Following Up Consumer's List Furnished by Dealer
190. I'ree Samples
l.'M. Coupon M it hod
V.H. Use of Dealer' Name in Advertisement . .
!<».'?. Advantages of This Method
1!H. Guarantee as .1 Sales Promoter
195. Difficulties in Distribution of Adveriising ^^atte^ to Re
tailers , . .
PAi.K
217
217
218
219
219
220
221
222
224
225
226
9^>7
If
228
gelicies
CHAPTER X.
PREVENTION OF ADVF.UTLSING WASTE
19fi. Various Methods of Elimination ....
197. Fundamental Points in Gaining Good-Will of Dealer
1!)8. (Jiving the Dealer Competing Advantage .
199. Arguments for "Free Deal" M<thod .
'.'(»(». Protected Prize Method
'.'01. Schemes for Meeting Local or Trade Selling Fine
202. Out of .Season Adverti'iing
20.'t. Getting Distribution of F,xp« iisive .Specialties
'JOl. \\'iniiiiig tlie (Ociperation of tin' Dispi risers .
■-'05. Investigation of Conditions of Cdoperation .
tJiKi. Dealers to Account for .\dvertising Helps
207. Indiieiiig Dill, rs to Use Sp.u'i on Thi ir Own A
208. Linking Dealer to Gent ral (iiripaign .
209. How the Dealers ('o(i|)i rated
210. Tips for Clerks
2H. Clerks' Conrnissions for .'^ulislitution .
aiZ. Considering iieiiir as Pari oi v /r^nn/atuiii .
21.T. Dealer's Place in Disli'il'"! i'Hi
nt
231
2.S2
23ti
234
2M(i
2.'H)
236
238
239
2J.0
•jn
242
246
246
247
2i8
249
XIV
COKRESrON DEXCE
CHAPTER XI.
METHODS AKD FUNCTIONS OF THE ADVERTISING MAXAGFH
AND OF THE AGENCY.
SE( TION
2U. Relation of Advertising Manager to Sal.s ;)epartnK.nt . Jn
-l-'. Importanee of Advertising Expenditure 053
216. Advertising Agencies
217. Importance of Advertising Manager o^.
218. Agency at Work -......['' cIq
219. Importance of Advertising Agent ■ . . . . [ 255
220. Remuneration of Agent * * " or-
221. Capability of Agent . . ." ' .' .' .'.''■ gjg
22'J. Outlining Campaign for an Advertiser . . .* .' ' 259
223. Special Representatives 260
CHAPTER XII.
A TYPICAL ADVERTISING CAMPAIGN.
224. Details .Sa Forth in a Letter gg^
1.
r>.
*;.
7.
H.
'J.
10.
1 I.
Iv.'.
PART If: CORRE.SPOXDEVCE.
CHAPTKH I.
THE AKT AM) ns I'HOHI.KMS.
Business ( orrespondene.- in Voruur Times
Old M.thods of Insfruetion
On.wtl. of the Art of Husine.s Correspondenie
''"rpos,- <,r H„,i,„.ss Correspondcnee
'I'est of a Letter ....
The Ve.essity of Conviction ,u.d PersuaMon
( orrespoii,!,.,,! .uid .Salesman
i'tttrs and T,,lk
Impression v.rsus 1 11, |sf ration
Adjustment in l.,t. rary Composition' *
A.ijustm.tit in Husin.ss Correspo,
, )ndenei
How to Leai-n (,i VV-,t.. 11....:
" '-U3iijr33 Inciters
275
27<i
27 a
i.'70
278
271)
281
281
28.'J
•J8.'(
28 I.
v;»7
V
CONTFATS
XV
•1
CHAPTER II.
THE FIVE C'S OF BUSINESS CORRESPONDENCE.
SECTION rxr.E
i;^. Essrnlial Qualities '288
Ik Clearness 28!t
If). Obseiirity 28!)
Itt. Vagueness 290
17. Ambiguity 2Jtl
18. Simplicity and Exactness 291
lit. Correctness 292
20. Correctness Dependent on Usage 294-
21. Conciseness 291
22. Brevity not Identical 29.')
23. True Conciseness Exemplified 29<>
2K Politeness a Part of Courtesy 29IJ
2.5. Courtesy Concerned With Writer's Attitude . . . 298
2t!. Value of the "You" .Attitude 299
27. Character 301
28. Character not .Secured by Posing 302
29. Avoidance of Stereotyped Expression 303
30. Result of Obtaining Character 30i
31. Character Illustrated 304
CHAPTER III.
THE I'RINCIl'l.KS OF fONSTUrCTION.
32. Relation BetwecM (^lalities .and I'rinciples , . . 308
.'i3. Inity 309
.'ik Concentration on liir l'',ss( iitials 310
.'!."». I'nity in Hilation ti> l\tficiency 312
.'!•;, (nity Exeiiiplitifd 312
.'!7. Coherence ,'<! ,'i
.•i8. Order 311
39. Connection .3I.>
K>. Coherenct' E \rnipli(it d 317
11. Emphasis 318
■t'i. iuginning of a Letter •5l!t
43. The Ending of a Letter 320
/
XVl
COHRKSPONDKNCE
11. Proportion .
i5. Emphasis Exemplified
TACK
321
321
4t!.
17.
18.
1!>.
r,o.
r>i.
r,2.
r>:i.
r>i.
55.
.'■x;.
57.
.OS.
ri\K
(JO.
01.
CHAPTER IV.
THK FAHAGRAPH.
Origin and Purpose of the Paragraph .
Value of the Short Paragraph
Misuse of the Single-Sentenee Paragraph
When Short Paragrajjhs Are Undesirable
Paragrapinng Clauses
Unity in the Paragraph
Paragraph Unity Illustrated ....
Testing Unity
I'orm Paragraphs
Narrative Order in the Paragraph .
Deseriptivc Order
Deduetive Order
Fnduetive Order
Climaetie Order
Construction and Conneetion in the Paragr,
Emphasis in the Paragraph
iph
323
351
325
32t;
32 H
32'.)
.S3()
331
332
334
33.5
33('i
337
338
338
310
('•:'>.
ck
I i .") .
tit;.
•!7.
118.
til).
7<>.
71.
72.
73.
7y.
CHAPTER V.
THK SFA'TENX'E.
Sentenee Construction by Revision 343
Kffieient Sentences 3,1,3
Length of Sentences 34.J,
i'raginintary Ideas 3l.r,
'I'oo .Many I'nrel.itt d Ideas .{1.7
hicorrect (Jrouping of Ideas ^^
"< 'omnia F.iult " 3 H,
Ineoiiercnce .{j.,,
l.ogi<';il Order 3;,!,
Unnecess.iry Change of I'oint of View 3/51
i'ar.illel Construction 3/50
ii.ii.mccd Sentence 3/-,c)
.Misrelated Pronouns 353
\
CONTENTS
XVII
SECTION
7'). Misrelated Participles ....
70. Faulty Co-ordination and Subordination
77. Brevity as a Means of Emphasis
78. Rcix'tition and Suspense .
7!t. Position as a Means of Emphasis
80. Periodic Sentences ....
81. Climax
PAGE
3.53
35.5
3r,*\
357
3,-) 8
3f,n
301
8'.'.
83.
8 k
85.
80.
87.
88.
8!>.
i)0.
J»l.
92.
CHAPTER VI.
WORDS.
Ciood Thinking the Basis of (Jood Diction .... 363
Principles of Choice of Words . . -. . . . . StU
Correct and Incorrect Words 305
Misuse of Words ... 307
Shall and Will 308
Idioms 37<>
Simplicity in Diction 378
Exactness in Diction 37!'
Concrete and Figurative Words 37".»
The Place fcr Lingo 381
Slang pnd Colloquialisms 381
03.
!>i.
Jt5.
00.
07.
08.
00.
100.
101.
102.
103.
101.
CHAPTER VII.
MECHANICAL MAKK IP OF TML I.KTTKR.
Correctness the Most Import.iiit Question .... 383
Business Stationery 33.3
Letter Heads 38 V
Color of Ink 385
Written Heading 385
Inside Address 38ti
Salutation 387
Body of the Letter 3HH
Complimentary Close 388
Signature 380
General .Suggestions 380
Envelope ^^^
XVIIl
COHRESPONDKNCE
CHAPTER VIII.
HOLTINK LETTERS.
SECTION
I <).■■). Inquiries ....
ino. Ordrrinir (ioods
1 07. Kxrmiplt^ ....
108. Knclosiim Moticv
l<>!». ITurrv-Lp Letter's . .
110. Examjjlcs ....
PAGE
■Mi.
'Aur>
398
111.
1 1 'J.
ILJ.
UL
115.
no.
117.
118.
uu.
1 20.
I'JL
I'.'v.'.
V2:i.
CHAPTER IX.
COLLECTION LETTERS.
Tw., ()l)jeet> of Collection Letters
Metliods of Manufaeturer and Wholesaler
•Methods of the Retailer
System in Collection Letters
Formal Notifications
Personal Appeals
Appeals to Symiiathy
Appeals to the Sense of Justice
Api)eals to Self-interest
Inducements to Pav
Ai)peals to Sense of Humor ....
Threats
Examples of Threats . .
401
402
iQ:i
405
40ti
408
408
409
411
412
414
415
41G
I'JL
12.).
126.
127.
128.
12!t.
l:u).
:.SL
i;i2.
CHAPTER X.
APPLICATIONS AND HKCO.MMENnATIONS.
Riglit Attitude ^^
Analysis and .Adaptation . * ,,"",.,
Answers to Blind Advertisements 435
Answers to Complete .\dvertisements
Successful Aj)j)lications
Applications for Heccmimeiided Positions
Recommeiuiations
Recommendations th.it Helped ^^,.
l-'nsolieited Appiic/itions . . ,,,„
• • • • • • .*i-.)0
427
4,31
4.S.'?
i.'ij.
CONTENTS
XIX
CHAPTER XI.
AXSWEkS TO COMI'LAJNTS.
^^"'"^' PAGE
i;5S. Necessity of Thcin 41,1,
I.'U. How to .Make Complaints {.n
l.'i.). Answering Ordinary Complaints H-t;
i;it). Example of Wiiat Not to Do I.I.7
l.'i?. Answering CompIai?its Aliont (Joods .... 4i!>
i;?8. Answering Unjust Complaints 1..51
139. Answering Inadequate Orders 1,52
CHAPTER XII.
SALES LETTERS.
I if). Difference Between Sales Letter and Advertisement . k)')
in. Functions of the Sales Letter ....... i57
142. Typical Sales Letter Analyzed tSY
14.S. Attracting Attention 4(50
Itk Selection of Talking-Points . 4(j(j
145. Description of Article . 4tjo
140. Facts ,"ind Figures , . 473
147- Testimony 474
148. Tests 475
149. Psychological Command 470
\r>0. Minimizing the Reader's Exertion 477
151. Iniiucements to Ordering 478
CHAPTER XI 1 1.
THE APPEAL TO DIFFERENT CLASSES.
152. Adjustment to the Reader 48(>
15,S. Arguments that Appeal to Farmers 481
154. Language and Tone to the Farmers 485
155. Problem of Reading Professional Men 480
15»5. Failure to .Adjust to Prospect 4<n
157. Successful Letters to Professional Men ..... 40.S
158. Appeals to Which Women Respond 4!M'.
15!>. Successful Letters to Women 497
XX
CORRESPONDENCE
chaptp:r XIV.
FOLLOW -UP LKITERS.
jECTION
lt!0. General Purpose and Plan
Division of Material
Linking up the Scries
Beginning the rojlow-np Letter
Body of the Loliow-up ....
Two Good Follow-ups ....
Last Call Letters ....
101
lfi2.
]»;3.
lt!L
lfi.5.
1 06.
PAGE
502
.'50.'?
r>or,
.500
;jGO
51.3
515
CHAPTER XV.
EN-CLOSURES AND .MAILLVG CARDS.
107. Classification of Enclosures 5J9
108. Reference Catalogs and Booklets . . . . [ [ r,.,]
I0!t. Descriptive Booklets . " "-'',
... .■)21
I'O. Evidence Enclosures ro,-
171. Order Blanks and Miscellaneous Enclosures . . . sog
172. .NL-iiling Cards and Folders [ r,^^)
173. Display in Folders and Letters .53^
i
174.
175.
176.
177.
178.
170.
180.
181.
182.
183.
i G f.
185.
CPLVPTER XVL
KOLLOW-ll' SVSTK.MS.
Necessity of Careful I'lanning 533
Purpose of the System 5,^3
Margin of Profit gg.
Nature of the Proposition 53^
Classes of Prospects and How Secured 537
Types of Follow-up Systems 533
Planning the Individual Mailing Pieces . . . [540
Time Element . .' ,.,
rr . , . 541
lypical Systems g,„
System in Checking Results 545
itenii2ed Costs ,._
Tests in Follow-u)) Campaigns ...,.., 550
CONTENTS
CHAPTER XVII.
ARGl'MKNTATI VK LETTERS.
x\i
SE'TION
ISi). Solving Particular Problems
187. Minimizing tlu- Objection
1 88. Meeting the Objection
180. Examples
:>:t'^
r>r>3
555
CHAPTER XVIII.
OFFICIAL LHTTFUS.
100. Official Letters ' .501
101. Formal 5n2
10'2. Use of Titles r)«i2
I0'3. E.xamples of Formal Letters 503
lOL Informal . . 5i)i
195. Examples 505
&
ADVERTISING AND
CORRESPONDENCE
PART I: ADVERTISING
CIIAPTEK 1
HISTORY OF ADVKRTISING
1. In (I list rial basis of advertising. — A complete
history of advertising would involve a treatment of in-
dustrial development. For adverti.sing is a result as
well as a cause of tiiat industrial growth which marks
our epoch as the commercial age. One effect of the
increase in the powers of production was to create tiie
necessity of tiiidinir some means for disposing of the
])roduct. It is not hy chanet . therefore, that tlie indus-
trial develoj)ment of the nineteenth century shows three
distinct i)hases, eacli of which grew out of the one pre-
ceding.
The century opened with the productive power of the
world greatly increased hy the use of steam power and
the machine. The middle of the century saw nations
striving to create facilities for the transportation of these
numerous products. The close of the century beheld
the widening of the market to such an extent and ihe
growth of the power of consumption to so great a de-
gree that the producer was taxed to tiie utmost to devise
means whereby goods could be made known to those
Vol. IV— 1 1
o
AD\ I'K'llSING
who desired tliem, and to ereate desires where none had
existed l)et'ore. ^Vloiio' with the ^rowinn- consimiptioii
of <,r(,„ds duriiio- tile hist fifty years lias n-one the steady
increase of advertisiiio- hoth in hulk and in variety. It
is very evident that the art of advertising- gvcw out of
an industrial condition which made it necessary to an-
nounce to the consumer that products in ahundance
were for sale. It Is also a consi)icuous fact that adver-
tising in turn hecaiue the means wherehy new wants
were created and old desires <|uickcne(l to such a decree
that hoth |)ro(luction and consumption were stimulated
and industrial [jrooress was promoted.
•J. Evolutiuu uf advcrtmiifj. — Let us tlierefore con-
sider out of what conditions the i)rohicms of advertising
have nnnvii. The word advertising is simply a term
which refers to those methods of gaining puhlicity
whose purjmse is to sell goods or services at a i)r()fit.
In one sense it is strictly a hiisiiicss word, and refers to
the various metliod.-, by wliich sellers c .unumicate with
tl>" buying ])ublic. Therefore, in a state of society
wh( re tliere was little or no exchange of commoditiis,
little or no advertising wouhl be needed. The cobbler,
wiien shoemaking was u tyi)ical form of industry
limited to a small commum'ty. had little need of other
adxcrtising than that which resulted from a good rcjju-
tation among his customers, aided perhai)s by a crud(,-
sign o\er his shop door or by the badge of a dress pecul-
iar to his tratlc. When, however, the cobbh r or other
artisan began to make goods for a wi(I(>r market
than that eml)iaced in his own native towu. it became
necessary to find means of letting strangns know of
his i)ro(luct. Thus, other methods of obtaining public
attention ^wrv addpted to meet the exigencies of gaiii-
iuy comiiiereiai pui)iicity.
V
HISTORY OF ADVERTISING
3
3. Most primitive form of advertising. — To be ab-
solutely exact, a(lvertisiii<r or the art of gainino- pub-
licity in the broadest sense of the word, had its l)e«jfiii-
iiiiig as soon as the earth i)ccanie so well i)()j)ulated that
competition ^Irove the Individual nieniber of a comnm-
iiily to do the best he could for himself. In the early
stages of history the few trades and professions that
existed were exercised by itinerant men. These, at
tirsl, had no way of proclaiming their wares except hy
means of verbal utterances. This method survives with
the street vendor, peddler, chimney sweep or scissors
grinder of to-day, who continues to make his presence
known by various noises. The earliest method of gain-
ing publicity was that of the crier who announced his
ii'oods, sometimes clociuentlv, and alwavs loudly.
The Ilehrews were perhaps the earliest race, of whi"h
we have a record, who emjjloyed this method of adver-
tising. Their criers made proclamations in the street
and market place. These announcements, however,
were chictly of a religious nature, and we have no evi-
dence that in the most primitive times ])roclamations
concerning secular affairs were made. From the re-
ligious crier evolved the next stcj) — that of tiie an-
nouncement of festivals, games and contests by word of
mouth, as was the case with the early (ireeks. Later
the (irock crier also announced sales. It is recorded that
the (irccks were so easily otfenck-d by Imd j)ronuncia-
tion and inharmonious sounds that tiie ])ublic crier was
not allowed to make i)roclamalions without tlie attend-
ance of a musician who might serve as a corrector of a
had tone or an im])roj)er i)itch. Sad it is that the
ino(k-rn crier in our streets has lost the art!
i. MnHnvn! cricr. — The Dublic crier continued to
b( a common mc(hum of communication from the times
ADVERTISING
of primitive Greece and Rome down through the ^Middle
Ages, existing after the use of writing and jjrinting he-
came conmion, and even during the modern era. In
Knghind and the Colonics of America, the provincial
crier gave notices of ohjects lost or found, of weddings,
christenings ;..id funerals, and also of sales of various
kinds. The mc<lia'val tradesman was advertised hy
the itinerant crier who Mcnt from town to town, castle
to Castle, and house to house, and made announcements
of sales hy auction, of real proj)erty, and of new con-
signments of goods from ahroad. ^Vith his horn he at-
tracted attention wherever he went. Sometimes the
crier was also a seller and carried his goods either on his
hack or oii a horse or donkey. In France, the wine
criers carried with them a (juantlty of sanu les so that
the T)rospective huyer might taste. In K.. gland men
stood at their hooths and shops hawling to the pass-
ershy: "What d'ye lack, slr^ What d'ye lackf' Tiie
inn-keeper, too, stood on the threshold of his tavern
and announced his hill of fare to any stray wayfarer
who chanced to go hy. A survival of this method exists
among the ])rcscnt day "harkcrs" who proclaim the
sideshow attractions along the "j)ike" or the cheap sales
"down on Hester Street."
The general use of the vocal UR^thod of adverllsing
in the early days perhaps suggests the reason for the
ahsence of written methods. IVople understood the
spoken word hitter Ihan any otlur kind Long after
the ".'-t of printing was Invented it was little used for
comnurcial advertising. It would have ])vr\\ as futile
to have addressed a pi-inti'd "ad" to the general puhlie
in the sixteenth century as it Is to-day to send American
eat Jilocrues of '-n'od*-; fii tlu^ ^i!!!!'!; 'P)>i^' ■••.■.!>•.!>.;
l)eople who could read and write In those davs was in
V
IIISTUllY OF A1)^'EUTISING
5
deed scarce and was contiiied mostly to the upper
classes. Even the names of the shop keepers and their
oecupations were more effective when annonnced upon
the si<4iihoard in the I'orin of a rehus tiian in the lan-
nM;i<;e of the printed letter. A husii or the i)icture of a
hush was more elfective as a wine si<,ni among the Ro-
mans than the gilded lettering of the Anheuser Busch
^ign would have heen.
.5. Second phase in hisfan/ of advertising.— The
next form of i)rimitive advertising was the use of th.e
"signhoard." This existed along with the vocal
method. Rolls of paper have })een exhumed from the
ruins of Thehes, u])on which are written descriptions of
runaway slaves and offers of rewards for tlieir return.
These sheets have lain heneath the earth for fully three
tliousand years, and their age i)roves to us that as soon
as writing was invented, even in its most primitive form,
it was used for the pin-pose of advertising. The Hahy-
lonian Code of TTammurahi and the Ten Command-
ments of Moses were made puhlic hy l)cing written upon
tahlcts of stone placed in consi)icuous jjlaccs. This is
oui- earliest record of the use of the signhoard. The
earlv (Irecks inscriiu'd on sheets of lead the names of
offenders who had found or stolen i)roperty. Hereon
was invoked the wrath of the deities of the nether woi Id.
and the aflixing of the sheets to the statiics of the deities,
llic wiilrrs thought, was higldy efVectual in hringiug
down punishment upon the offenders. In the ruins of
Ifiiculaneum and I'omptii were discovered notiees
painted in hlaek or red upon the walls announcing
plays, gladiatorial shows and "warm, sea and fresh
water haths."' Signs ov( r <loors. or on the walls ol
1 ._..,^. ^.i I ti,..! il... .v.-,.iw.i-» \' wik; 1(1 l)(« leased or
» .1, .1 ^ -. i i
sohi. In Rome i)ook-selleis placarded their shoits with
fi
6
ADVKH'J'ISIXG
tlic titles of new books tluit niiylit there l)e found
on
sale.
0. Vac of ".v/f/z/.y" in iiicili(n'(^l iiincs. — Signs were
niadt use of freely in the middle ages to attruet people
to the wares in the various booths and shojjs, JJills
were ])oste(l in freciuented streets announeing vari-
ous sales, or the arrival of eireus troops, hear baitings,
and also enaetnients of the town eouneils or proelania-
tions by the mayor. But this form of advertising was
not developed anv further until the last tiftv years of
our modern era. l-'or a long period after tlie dark ages
reading and writing seemed to be lost arts. As we have
seen, it was mueh wiser from a business ])oint of view,
for a shop keejjer to indicate the character of his busi-
ness by the use ol' some familiar thiny whose name miuht
he suggestive of his trade, than to display the written
W(jrds.
The ability to read and writ(
'lever been necessa-
rily coimected with j)urchasing ability, and this was es-
])ecially noticeable in the days when learning was monoj)-
oli/ed by the clergy. Thus, it ha])pened that not until
the jjower of the press became synonymous with general
education could the art of i)rinting become the controll-
ing power in tlie world of business advertisino- that it is
to-day. For two hundred years after C'axton jjrinted
the first poster in Kiigland, in 1 l-HO -amiouncing a set
of rides concerning Kaster for ilie guidance of the
priests of .SaHsbin-y— handwriting continued to be Hie
diief manner of advertising. Sigid)oar(ls and |)laeards
were thus adorned until printing became nmre widely
used
i..M..e
sv f)f si(/i)s f<)-(hii/. — From the crude lettering
,...,.
I »1 V II
e\oi\rd tli( niai\(li'Ms show-cards, "1
uu
IgCI'S,
poster;
IIISTOUV OF ADVl.KTISING
bill-boards, and electric signs of to-day. We might
even include the ingenious window displays of the great
^Vinerican depj.rtinent stores aud the unique advertise-
ments of "llein/'s .37 A'arieties."
8. Earlji nncspapcr advertisements. — From 1.j'24
unlil a few hundred years later pamphlets were printed
in Europe at irregular intervals. The first one wls
produced in Germany, but France was the lirst nation
to publish a newsi)aper advertisement of a commercial
nature, and this ai)peared in the Journal Petit ets
Klfiches.
In the British Museum is ])reserved a (rcrman news-
hook of l-)i>l which contains a notice advertising a cer-
tain book. The book descril)e(l an unknown plant
wi>ich had l)een discovered in a certain town. It was
believed that such a discovery was a warning of divine
wrath to wicked mortals in general, and the advertise-
ment refers to tliis idea, commending the reading of the
book. Other early news..ai)er advertisements were of
Looks. The first commercial and miscellaneous adver-
tisement was i)rinted in a Dutch newspaper in 1<)2(>.
In dilferent type from the rest of the pa))er this gave
notice of a sale by auction of such articles as sugar,
ptpixr, ivory, etc.
Willi the introduction into Kngland in ir.."»H of tea
from China, i^any ;'.d\( rtisements appeared in tiie early
iie\vsi)apers commending the new beverage to the
l)eople, l''ven In those days all new combinations ot
food and drink were recommi'iided as a cure for many
ills, and Ibis was j)articulatly true of tea, and also of
eolVee wliicli had been introduced a few years earlier.
Tt win be interestijig to note Hie following (piolatioti
p -III., II. :n l.i;._I,..,l tf. llwi ci'icnt I'ciit b
century and preserved in the Hritish Museum. After
8
ADVKKTiSIXCi
a (lescnption of the l)cn y and instructions as to its prep-
aration for tlie (Iclicious hevera<re, coffee, with achice
as to wlien and how to take it, the handbill goes on:
'J'lu' quality of this ilrJiik i\ cold and dry. . . . It niiicli
qiiickciis tlie spirits, and makes the heart lightsome; It is u„nd
a^^aiiist sore eyes, and the better if you hold y.,ur head o\"r it
and take in tlie steam that way. . .
It is excellent to prevent and eure the dropsy, gout, and
scurvy. It is known oy experience to hv better than any other
drying drinks for ])eople in years, or childr.-n that have anv
running hu;nours upon tluin, as the king's evil, etc.
It is observed that in Turkey, where this is generallv drunk,
that they are not troubled with gall-stone, gout, dro{)sy, or
scurvy, and th/it their skins are exceeding clear and white". It
is neither laxative nor restringent.
Madf and .sold in St. Mi.luul'.s Alhi,, ia'CornhUl !>// Pasqua
Hoscf, (it the sio-n ,,( his uicii head.
From this time on, with the oradually improved
metiiods of i)rintinn', tlie newspaper heoan to he used
more and more for advertising purposes. In 1()82 the
Citij Mcrcur/f of London displayed a list of advertised
articles (pn'te as promiscuous as the cross-roads grocery
store of to-day. This collection included among other
things Scotch coals, feathers, masks, Icath t, j)aintcd
sticks, (juiljs, onions, pictures and ox-guts. Despite all
its imperfections this pai)er foreshadowed our modern
mrlhods. and to th<' (••lilor, Mr. John Houghton, hc-
longs the credit (if ijitroducing a new era in advertisino-
liistory. lie made it char, foi- tlic first time since the
estal»lis!iment of the first we(kl\ newspaper in Kngiand
in l»J2-J. that the newspaper had otln r functions than
the mere printing of current news.
9. I'Jarli/ nczL.s/xijxr a(fvrrti.\i)i(/ in .t inrric/i.' 'Hn-
lir.st newspaper venture iji the Colonies in ltJ9() was
IIIS'i'OHV (Jl' Al)M:R'nsi.\(i
short-lived. Tiiis pul)lication, entitled Piihlick Occur-
rences both Forciyn and Domcsticlt, avus siieeeeded in
17()-i bv the Boston Xcks Lcitcr, a weekly. It was
foity years, lioweser, before this pajxr had a eireiihi-
titon of .'JOG eopies. It may be easily surmised that ad-
\ertiscnient.s did not ii^ure lar«4'ely in tiie newspaper
Imsiness of those (hiys. Not until the ap})earanee of
The Independent Gazette in New York in 1787 did it
liecome evident that news})aper advertising- was a val-
iial)le means of sprea(Hn^ trade information. Tiie see-
ond year of its ^KibUeation was marked by a list of
thirty-l'our advertisements. Before this, the most eom-
iiion advertisements in the colonies, as well as in Kn^-
laiid, were announeements of runaway slaves, servants
<ir apprentices, with a full description of their defects or
licauties, and the offering of rewards for their return.
Sometimes there were I'otices of a sale of negroes, and
ill the same advertisement {)crhaj)s would appear the
atiuouncement that some articles of dress and various
goods were also to be disposed of. "Two very likely
iieyro boys," reads one. "and also a (juantity of very yood
Lime-juice to be sold cheaj)."
Shi}) arrivals and departures in these early days were
fr(.'<iuentlv a<lvertise(l. The following is a good illus-
tration of a ty|)ical announcement of a recently arrived
cargo. It appeared in a Boston Chronicle ol' ■|7(»H:
.lu-l iiiijx.rtcil in the Sliip 'I'liaiin'
tloii, !)v
('.■i|itaiii Watt, t'i'Diii I.oii-
SA\n 1.1. 1 IJ.WKMN
At tlio Sifj;ii of thf Crown and lla/or, Soiitli-ljid, Doston :
Hi >t lla/ors, IV'U-Kuivi's, Sc-issars, slu'.'irs, shoe tucks and stanipt
awl Ijlndi's, ti-cth insfrinnci'ts, lancets, white and yellow swords
and ^word belts; ca>e knives and f'nrks ; ink powder and ^ealin^'
10
ADVKHTISING
V
^vV
wax, files and rasps; 1
hrass ink pots, 1
lorsc rtfains
iniios and nirlinn^ tongs
lorn and ivory combs ; whit.-, vfllow and steel
I.oe and knee buckles; ^r,lt, laekered an.i plated' coat and i.reast
butt
ons
Slli
iff 1
)oxes, and ;i few seeoiul-liand hats, ett
cheap.
dl
ver
N.B. R
izors, pen kniv
es /uid scissars ground, scabbards
■ ua.ie for swords and bayonets, case-knife and fork bl
at said si
id
les made
lop.
The chief virtue of tliese announcements was the
straiohtforwardness and ahsohite simphcitv.
10. licjnmiu Franklin's method of advertising.—
liut opportunities such as exis* in the field of udve'rtis-
ing could not m^ uncultiviited f
tile dj
or any lenoth of time
in
!iys ot iienjamin Fraiiklin. Xo
than he how to conduct
one knew hetter
;ui advertising campai<>-n, and
the followintv story tohl hy IvJo-ar W. C\)l
book
in the history of advertisin
cman m his
on "Advertising Development" is one of the best
'«••
When r'ranklin decided t
o publish Poor Richard's Almanac,
one of the problems he had to meet was the opposition of an
existnig almanac published by a certain Titan Leeds. The lat-
ter annual was an established and wll-known institution and'
1(1 so
presente.i „„ nic/ui obstacle in the path of a new-corn. r. !• rank-
lin decided that the most sure means of ridding hims. If „f t
opposition was to have Leeds die, so he kill.,! him,— not I.
brutally murd. rous method, but by the blandly scientific ni'ethod
us
)V anv
of the jirintfd word. It was t
custom for aln
lien, as t'or long afterward, t
uanaes to prcdiel
n went further Ij
come. Frank!
tl
was to die October 17. \~'M: but madi' it
neat
ler
or
th
year
lie
to
this and ^ravclv predicted
le death of his de,:„- f,-i,.,„l Titan Leeds. Ik- staled that Lee.ls
appear that Leeds 1
iim
se
I while agreeing as to the mont
I ami year-
nelioved
tl
le
.n 1 11.11 II. u( niMilu oe IX'tOlU'r Nit).
Of course' till re h.id really I
leen no such discussion or
a"-ree-
iiisTuuv OF ai)vi:rtisi\(;
11
,„cnt and wlu'n Fnuikliirs almanac up})cari(l L.cd.s was furious.
He raved and called Franklin so many kinds of a liar that peo-
ple flocked to buy the new uln.anac, just to find out what the
fuss ^vas about, which, of course, was just what Franklin had
hopi'd for. He was too wise, however, to spoil the ihm>j; by
prruiittinfr himself to be lured \n\n any discussion of the matter,
but just sliook his head, with a deprccatiu.,^ smile, and let Leedb
do all the scoldinfj.
When Leeds brought out his next almanac he called gleeful
attention to the fact that the year ha.l gone by and he was still
alive, but Franklin was not feazed a particle. He gravely in-
sisted that Leeds would never have used such language as had
appeared In tlie almanac now publi>lud under his name and per-
sisted in his contention that the prediction had been fulfilled and
Leeds was actually and positively dead!
What was the poor man to do with such an Imperturbable
adversary.^ He gave u}) the losing fight, concluding to find
.M,ne better use for his time and energy than to s.^rve as an
adverti>ing puppet for Franklin's u.es ; and his almanac soon
passed into oblivion.
IL Effect of industrial revolution on advertising.
-lint a(lvcrtisin<r at the cldse of the eighteenth een-
tnry eonkl not have retiehed the (honity of a bnsiness
policy. It was nothino; niore thaa a eono-lomeration of
spasnuxhe annonneenients. Its slow and tedions ad-
vance was parallel with the paths of ]H-oduetion and
(•...isnniption for centnries, hnt when tlie hitter led into
llif itulnstrial revohition at the end of the eiohteenth
,( iilurv there Avas a new paee set for advertising-. Vet
It responded onlv in a slight degree eon.i)ared with the
rapid strides whie' the teehnieal inventions permitted
j)r(idnetion to take.
Vnr {•( litnries the cr.nsnnier had acenstonied himself
'(. the slow proeesses of hand ])roduetion. and tlie liahit
of mind so acquired was not to he overthrown m a
/^
1"
1 /w
.\i)\ i:k'J'Isi\(;
liioiiU'iit.
TI
,^■Ivat masses of the ])e()j)le had to h
taunht to use, as well as to he iiistrueted how to make
AVithiu tl
le sjniec of a i(^\\ veai's tl
le new inaehines were
lea))
tuniijin- ,,Mt oivat (|iuuitities of sta|)le and very e)
wares. Tlie upper ehisses. for whose use niost of these
goods liad heen made hefore the industrial revolution,
could no longer consume the entire production, and the
nidlions of common peojjle with whom frugality had
■ought at once to
ttle
so
Jong been a necessity could not he hr
buy. As Mr. Kdwin lialmer trul"
hook, "The S
V savs m his li
cience of Advertisinj
^ In a nioiii.-nt tlii^ inacliino could ovortlirow tlio industrial t
ditioiis of the race— hut tiie economic and the social?
Hi
ra-
in a moment the industrial revolution put before tl
those thousand thin^i-s which had
hut it was to re(]uire almost
never hefore heen in tl
ic nulhons
leir reach :
to make t!
vl
Kill reac
h. Tl
an I'coiiomic and social revolution
which now heeame so cheap that thev wer
le very workmen makino' the product-
e avaiiahie,
want the
(iKl
not
For too n
)een
iany cinturles the "people"' had 1...
forced and accustomed to consider the refinements and even tl
simple luxuries of life as for the use only of the few.
12. I'rohlcm of the nineteenth eentur//.—A^ tht
chief question of the eighteenth century had been how
to solve the problem of production, so the nineteenth
century had its ju-oblcm of raising the standard of 1
>f "the peoi)Ie," and the conse(|uent increase of con
ivino
sumption. The force whicl
1 was to accomplish this wa.*
the power of advertising; and in this light we must con-
si(l<r advertising as one of the great economic and social
factors which has made for our industrial advancemcid.
If we accept the dicta that the j)rogress of individuals
■-■•-"•::- -o ::;;.a3;iicu ijy liic ficw iiccus ac(juu"e(i, ad-
vertising should be classed among the chief means by
IIISTURV OF ADVLRTISING
V.i
i
I
f
I
wliich liuniaii ])r()grcss lias made such strides in the hist
hundred years.
l.'J. .iih'crlls'uuj more IIkiii tiic'-r ])iil)l}cil//. — The es-
sential nature of advertising- is seen in the Tidustrial de-
MJopnient of the last century. 11" advertisin«r were
mere ])uhlicity then we could descrihe its de\ el()i)inent
l)\- recitin;^ the aehievenietits of the |)rintin<^ press; hut
it is int)re than that, for pul)lieity ends with the making-
of an announcement, while true a(lvertisin<if bcfvins at
that ])oint. ^\(hertisin^ seeks to coinince the i)rospec-
ti\ e purchaser, and while it is dej)endent upon the print-
iiio- press as u ])hysical a^ent in i)ro(lucin<^ residts, it
tfcts its true impulse from the economic conditions which
have given us greater power to produce than to con-
sume. These conditions arc found in the indvistrial or-
gani/ation which has widened the market and scattered
consumers, and in the improved methods of communi-
cation that have (piickened the i)ace of distribution and
exchange. \Vhen the true relation of advertising to
industry is comprehended it is not diflicidt to see the
reason foi- the various methods employed at different
times and ])laces.
14.. ^iddptation of methods io eoinlifioiis.- 'Vhus, at
various times, a variety of advertising methods were
.•ido})ted to meet the pressure of economic foi'ces of con-
sumption and exchange. One of the best methods illus-
tiating the progress of advertising is the use of news-
l)apers and periodicals. These mediums have re-
sponded to the demand for abundant and attractive
notices, and for (piick and timely and widespread dis-
tribution. The changed attitude of the newspaper to-
w.'ivd .•i.dvertisino' is nlainlx' seen })V coiiiparinir the two
following announcements. The first is from The Lon-
don Gazeite of KHJG, which is credited with being the
"In
14
A!)\ KKTISING
first paper to use the word -advertiseinent" as a liead-
Bcinff (l-iilv prcst to tlu' I'ul.II<v,ti,)„ of IJooks, Mcdinnrs a.ul
-Hht thinns „„t ,,r..(Hrlv tlu. I,u.m.u>s of u PajH,- of Intrlli-
^nn-v, this is to notifir, ,„uv for all, tliat we will not .har..-. tla-
(-■./.It. with A<lv.rti>c.Mu,ils, uiiks. tii.v he matter, of State.
Co/itrast the inditrere.iee and liostile attitude of this
early notiee with the lolloujuu. notice which appeared in
a l)romit)ent pai)er of the western Mnited States, an-
iiouncitio- tliat,
The most loral a.lvertisinjr—//,,,^ ;, the real test of u newspaper.
Its loeal a.ivertisi,,^. is a sure in.lie/ition of its loeal influence.
. • . During January, 1!)1(), tj,,. ^..^..-j^d o,) p^.j. ,.,.„t
more lo.'al display, and durinu- th, .nonth of Fehnmrv, 30 per
cent more local advertising than any competitor.
Surely advertisino- has come into its own at h^^ •
1.). I'Jarl/f wnya-iuc adirrfi.sinf/ in the -rl
A7r//,x -The history of the um^imut'S attitude is niuci
tlie same, except that it enipliasi/es more forcihiy, if
possible, the rec-entness in which tin's new force has en-
tered the calculations ,,. :>usi?.ess men. Harper's Mr-rj.
n:j}ic inserted its iirst advertisement in 1H()4. The Julv
number of that year contains eleven advertisements, and
although the cuts and the arranoement of the matter
are crude, nevertheless some of the '"ads'" disclose a
shrewd appreciation of the purpose of its composition.
Some of our modern composers of "reason-why-
f'opy" mi-ht study witii muc'^ profit the old advertise-
nient then displayed of "the universal clothes wringer."
Xot for a moment is the reader left in doubt of the ex-
m usual specialty— "the i)atent cog-wheel reg-
And it might be questioned if modern terse-
HISTOKV OF Al)\ i:UTISING
l.">
ncss and forccriiliitss have j\ally imj)rovc(l upon the
cl()S'n<^ })ara<^iai)h of this advertisciiieiit. It states that
"A ehikl can Mrinn- out a tnhful of clotlies in a few
minutes. It is, in reality, a clotJic.s .saver! a time .sdvcr!
<ni(l a strength odvcr! Tiie niachijie pai/s for itself
ircrif //(■ ." in tho saving of ••arnientsr C'onihine with
this a strong testimonial from no less a person than the
wife of lieiuy Ward IJeeeher, dated in 18(51, followed
hy anotlier from the noted preacher himself dated three
years later, stating that h" is "authorized hy 'tlie powers
that he' to give it the most unqualified ])raise, and to
pronounce it an indispensai)le part of the machinery of
hnusekeeping." Is not this sufficient proof that the use
nl' the psychology of advertising has not heen the exclu-
sive possession of our latter day scholars:
l(i. (rroictJi of ma(j(r:inc advcrti.siug. — But Har-
per's Maga'Jne, like Seril)ner's, which started its "guide
to huyers" in 1872, did not materially increase its ad-
vertising from year to year until within the last twenty
years. A com})arison of the advertising space of Har-
per's Magazine of a recent year, with th.e total space
gi\en to this feature for a series of years after it had
adopted its new policy in 18(il-, discloses the fact that
there is more space used than for the sum total of the
twenty-four years from 18(14 to 1887 inclusive.
In 1808 the magazines were not considered of much
\aiue to the advertiser. There were no figures to show
what this value really was, and no solicitor of magazine
advertising existed in the United States.
It is said that the K. & T. Fairhanks Company had
used the largest advertiseaient up to the time of the Civil
War. It was i)ublished in the Nexv York Tribune and
it cost them .$3,000. If this is contrasted with the appro-
priations for advertising by some of ''^.e large depart-
^a
1(J
ADVERTISING
*.
iiifut stores of lo-dav, it nill he
stxii how llic attitude
has dumped in respect to this important factor In dis-
trihiition. One hir<re dei)artineiit st
ore in C'liicai^o ap-
l)ropriates }<:)()(),()()() a year lor its i)iihhcity; and there
arc several speeiah/ed i)!udnets on the market, such as
Uncc(hi Hisenit. IJoyal Hai<ino- Powder, (irajie Xuts,
l-'airy Soap, (inid Jxist. Swift's Ilnnis and Haeon, C'uti-
cura Soap, Sajjoho, Armour's Kxliaet of livvi' and
Ivory Soaj), which are advertised in America to the e.\-
teiit of oxer h.iif a million doihu's a year each.
'I'heie are aiiout 'JO.OOO general advertisers in the
isers.
a vcar
Tl
icse
ion
comitry and aliout KOOO.OOO loeal advert
spend helween them ahout .'j>2()(),()()(),()((()
computation made in IDO") has'd u])on an investinat
of the advcrtisino' and circuhitino- conditions of thirty-
nine of the leading mon.hly ma<>a/ines shows an a<f^
^rate circuhition of over 1 (),<»()(),()()() copies a month, ca-
])al)lc of })uttin,o- an achertiscmcnt into the hands of
gre-
(•OO.DOO.OOO
readers: ai:d this, too, at a cost of only
}j<12,()()(). or Ml iiie i-aK of h\ o tliousandl.is of a i-ent for
'I'lu amount p'l' ly the purchasers of
eac
readci',
tl
icse ina<4a/mes was .Sl.-),()0(),()()(), for which thev re-
ceived 2.3,()(M) pa«;cs of advertisements and liVt
,000
of text.
pagcj
I
n CO
i)i])ufino Ihe amount received hy the ])ul)lishen
it Avas found that 81^.000. <>()(), or J^.'i.OOO,
000 more than
ic raniditv wi
th
came from sales and suhscriplions, was contributed hy
the advertis s. This fact indicates tl
which advertisements are ltec<tmin^' the all imj)ortant
factor in pul»lishinjr, so far as tJie maua/ines arc con-
cerned; hut if we accept tlic oj)i»iions of the leading
journalists we shall sei' I hat advertising is of even more
importance in the ease of wrcklies and (hiilies.
f„ ll.- V .
In th
i'l'iii aiiVtrtiSilit
iue oi len ouu
IIISTUKY OF Al)\ i:UTI^L\G
"tiiiRs as inucli as tlie recciiits from sales atid siibscrip-
Itions, wliilc in the latter, tlii' |)r()i)orti()n is even greater.
' One lar<4e evenin,^ paper of New York credits 1)0 per
I cent ol' its total reeeii)ts to advertising. How recently
-Ihis eonditiou of affairs has arisen, is shown by the fact
thai thirty years ago the receijjt:; from subscriptions
^aiid sales of all the American periodicals exceeded the
ladvcrtising receipts by Jj^ 11. ()()(),<)()(). Ten years later
the latter iuul overtaken those from subscriptions and
sales. To-f'ay the advertising exceeds the other re-
leeipts by over it^.'M.CMXKOOO. Says Mr. Hamilton Holt,
[editor of TJw I ndcjn lulrtil :
No «o!i(l( r tliat tlic man wlin ivallzcs the sifrnificanco of all
these figurt> and th.- tn iid di-oloscd l)y tlniii is coining to look
upon the editorial department of tlie n.wspaper as merely a
lueessary me.ms of giving a literary tone to the puhlieation,
thus helping business men get their wnrcs before tlie pro})er
pi.ople. — The tremendous jjowi r of advertising is tlu- most
significant t'lin^- ahout mixh rn iimrnali-m. ll is advert i^iiii;
that lias eiiahlr<i the press to outdistance its old rivals, the pul-
pit and the jil.-tfonn, and thus hecoiiic the chief .ally of public
(ipinion. It has also economized liUMiiess hy hiinging the pro-
(liicir and consumer into more direct c(uit;Hl, and in many
cases has actuallv ai)()li>h<'<l the middle man and dnnmner.
The efTecl of advertising has not beet\ limited to the
pages of the niaga/ines, but is also seen in the changes
which the organi/ation of the pulilishing business is un-
dergoing. In ord( r to obtain ( conomies due to han-
dling advertising on a large scale, the t( ndency of pe-
riodical publishing is away from one maga/ine published
hy ofie liouse and low aids man\ niaga/.ines published by
Diie house. The amalgamation of Kvcnihodn'x Md'J-
frJnr ^vilh tlu Hiillerick publications is a recent
example of this tcndei»cy.
IV— i:
V"
IS
Al)\ 1:K TISLNG
17. Advcrtislug and poahd inripfs. — A rclat
Kin
ship — wliic-h is seldom considered — iiainelv, that hetweeii
a(lvertisin<»- and the national
•'overninent is growing to
be of ^-reat iniportanee from the ])oint of view of postal
rates and postal delieits. The reeent alteinj)t of the
^'overnrnenl to inerease the rate of posta<>e on see' <\d
chiss matter lias hron,<>ht ont the faet tiiat tlie cost of
maiis eanno
t [
)0
c-aiTyini;' the ma^'a/ines through (ii
considered entirely apart from the effect which the ma^r.
a/ines liave. throiiiih thtir advertisements. u])on the|
creating of first-class mail business.
-iVs an cxamj)le of how advertisinj^- creates a demand]
for posta^-e stam])s, the case of a lar^-e mail c^-der I
louse
niav be ci
ted.
'On
r nusiness.
savs the presu
dent.
IS
derived entirely, cither directly or indirectly, from our
magazine advert isinn'. Durino- the year liX)!) avc paid
tile post office dijiarf ment, for carryin<4- our first, third |
and fourth class mail matter, tlie sum of S 1.:}:{,-J t2.
Atiother example is furnished by the manufacturers |
of a medium jiriced shoe whicii is sold
f
Ov a numlier o
c nia<i-aziiiesl
retail stores throunhont the country. Th
ere used to /rain a national publicitv for the mnnh audi
ncKlcntalh
the
to brino- buyers into these stor
home laetory was mentioned as bein^- willinu- to fill or-
ders by mail, 'riiiis a hn<^e correspondence was built
up, of which the axcrMu'e annual
increase alone during
the last three years in\<i|\((l -JCf.OOO jjrst class letters
niinimum postage of ><.'). -JHO.
Another bio- posla^'e bill was Ii
ieun-((l ineidenfallx
a soa|)compan\ which used a |)a,uc advei-tisemeiii m one
maua/inr oik tim* . This biounlil more than .'{<»,(»()() let-
ters. The tiisl cImss postaL;c on these and the answers
to them an-ure^afed more than $!»<)(». 'I'lie cliaruc for
cariyin^ that jiagi' of advertisirm throu«)|i the mails at
V
IIISTOHV OF Al)\ KUTISINC
10
the s(?cotul class rate was about ^I'JO. Tin's shows what
a lar^e jxjrociita^c of the first class [)osta;i^-e sales, out of
which the postal (iepartmciit claims to make up the deti-
cits (lu- ^^o carrying periodicals other than daily news-
|i;tpei's is caused hy ma^'a/iue advertising-, directly or
iii(Urectly.
'i'he different sources of stamj) huyiii<4' created !>'■ *.iie
iiiu^a/ine ])uhlisher may be outlined as follows:
(.'opv from advertiser to })uhlisher.
Proofs i'rom pu!)lisher to advertiser.
Hills from [)ublisher to advertiser.
Remittances from advertiser to publisher.
.Vnswers from readers to advertisers.
Letters from advertiser^ to readers (sometimes three
or four follow-up letters).
Orders from readers to adxertisers (in many cases
containing postal money orders).
Mailing of goods from ad\ertisers to readers.
Hills from publislu'r to subscrii)er.
Kemittances from subscriber i < publisher (in many
eases by postal money order).
Letters soliciting subscriptions.
Premiums to suiiseribers.
Miscellaneous correspondence, etc.
V"
CILM'TKU II
I'SV( nOIAK, OF ADVERTISIN(i
IH. rnjuholoyii difnii'd. Mention tlic term psychol
();4'v lo the avera<rc Ixisincss man and you at once arouse
his suspicions of your ri>4ht to discuss a business propo-
sitiots. lie will he apt to think that your intercstii per-
tain more to a sphere lyin<if somewhere between the
study of theolony and the "hiack art." Your general
appearance might helj) him to decide to which extreme
you were the more closelv allied, hut, at anv rate, the
world of business would not be thought a place for your
most effective usefulness.
This })rejudice against the word is, however, easily
explained, liecause of its original meaning, which de-
fined it as tlie science of the soul, and because in the mid-
dle ages and later, every abnormal action of the mind
was discussed in its name, the science of ])sychology
has been closely associated with all the fri-ak (>r ab-
struse "theories," that have puz/.led the thoughts of
men from tl-.e time of Aristotle t(; that of Hcr^son.
lint recent methods of scientitic investigation and the
widem'ng of the sphere of knowledge have enabled us
to assign a very practical meaning to this classic term.
It is nothing more or less than a study of !lu' mental
])roccssc,s as \\v oltscrvc tJKrn in ourselves and in those
about us.
r.t. Advcrliscrs r/.v pst/rhohn/isfs. 'I'hus interpreted,
psychology becomes tjic practical study for the business
man ami iiic adNcrlistr, each oi whom arc (bh'>cnt stu-
iiU
PSYCHOLOGY OF ADVERTISING
21
dents, of llie effect of one ])ersonaIity with goods tor
Side, working upon another personahty with wants to be
satisfied. Specifically, the advertiser wishes to know
to what extent tiie ])ul)lic is willing to respond to his
[advertising. It would aid him, tiieref'ore, to know tiiat
tlie human mind is mneli more mechanieal in its actions
than it was once generally supposed to he, and that tiie
way certain things iniprcss the mind can he ascertained
with great exactness.
The functions of interest, attention, emotion, reason
and siiggi'stion, are all dependent u])on well-known
laws of the mind. Hence it is important to know how
each of these funetio?is may he utilized lo the advertis-
er's advantage or profit. Furthermore, it 's known
that certain colors, forms and tones have a like effect
upon the majority of people. Certain combinations are
l)leasing while others are not — they may even be rejiMl-
sive. The advertiser who takes advantage of these
iiietital prejudices increases the power of his advertis-
iiig. lie knows how to approach the buyer by moving
along the lines offtring the least resistance to the lat-
ter's mental prejudices.
It is not necessar\ that the advertiser become a pro-
fessional psychologist. He is not primarily concerned
with the study of the causes of all tiie mental phenom-
ena. What hi' should be interested in consists of the
results of the psychologist's investigJitions and discov-
eries, which show him n\ hat hal»its of the mind can he
I'clicd upon lo finthcr his business policies.
•JO, It'll II I lie iitid <ij Ihc si ml II of psi/cliolof/ii iirose
ill aiJvcrtisiiiff. '1\h- necessity oi' studying mankind m
the iiiMss has aristii as a result of tlie same iconomic
eiiiinnt s tliMl bM\(' coiiipeilrd the biisiness man to stu<ly
means n I producing on a large scale and transporting iti
22
Al)\i:U'IISL\(i
hulk. The nianuf'aeturcr (-f a ci'ntury ai^o produced a
few articles lor a small market. He knew his custo-
mers. It was easy to sell because he knew iiis man ; ad-
vertisin^r was a simple tiiino-. JJut as the markets for
his ^•■>()(ls were extended and it became necessary to
pr(i(hi..'e ^reat <iuantities of ;^'oods, he discovered that as
a basis for seHin<^" his "(jods lie could not rely u[)ou his
])ers()nal knowledge of each individual customer. He
therefore set to woi-k to discover a means of reaching
man in tlie mass. He changed from a student of per-
sonal whims to a student of universal prejudices. It
was no longer a (jiiestion of selling to Friend Smith, but
how to get at the Smiths in general without knowing
any of then*. .Vt this point j)syc}iology comes to the
aid of the business man. Jiy disregarding the indi-
vidual peculiarities, it shows that there are certain
standards to which the business man can conform as
readily in advertising as in ))ro(luction. These stand-
ai'ds relate to habits and feelin.gs, and are determined
bv discovering what ways of tliinking and acting are
common to the mas.-, of mankind.
The problem that confronts the acKertiscr grows
more and more complex as the market extends and the
number of advertisements increases. He has, there-
lore, !iot only to devise means of reaching large num-
hers of people, but of a|)|)ealing to them in such a way
that his "ad" will not only he read, but read iii prefer-
ence t(» nudtitudes (<f othei's. 'I'he means by which
markets are reached wid be treated of later. It is with
this lattei' pioblem that Msycliology chietly deals.
21. .t/)/tt(il fo tilt' sense of .svV////.- PsychologN
leaches us that our think'ng is inthienced primarily by
' ^ ,"> I i I « t !
I 1 1 I I V- « « ■
SiiiCe
these images must I'ome to the mind through the senses
rSYCilULOGV OF ADVKKTISING
gfJ
it is iiiipoi
■tant to know wliieli of the live senses is the
most I
,t protitable to ai)i)eal to, and having decided this,
w
hat methods of ai)i)eal are the most etfeeti\e in stamn-
nt
1. It needs no extended
n
iiio- the ima<>-e ujjon the mi
proof to show that modern advertising must dei)end
eiiiefly ui)on the sense of sight.
'22. Illii.slnUion oj an appeal to the sense of sight. —
1 have before me a i)oster advertising the annual auto-
niol)ile show in Madison S(iuare Garden. As my '\ve
wanders over the siieet, 1 sec the details of the picture—
the men and women grouped alxnit the automobile ex-
liil)its. the decorations, the Hying banners. 1 turn my
t yes away from the poster and in n)\ imagination see
again the variegated Hags and st'eamers, the smartly
dressed crowds and tiie deej) reds and blues of the auto-
mobile decorations. Tiiis reproduced picture is the
image of the original one and is (piite similar to it. It
is, in fact, a mental facsimile. If 1 had never been to
a show of this kind, nor to a circus, nor to a horse show,
iKu- to similar demonstrations, my mental image might
hr limited to the story as told in the ])()ster— but 1 have
l.e( n to such i)laces, and as again 1 go over the picture in
my mind, 1 hear the call of the "barkers," the nervous
'-uml)le of sounds and noises, and above the roar sud-
denly break the strains of "Hail to the Chief!" 1 can
Uv\ myself pusbin.«>- and straining forward in the crowd.
I lecail myself fo: a m«nient and find that I am actually
nushino- auainst the table at which 1 am writing.
A-jain I hear the good-natured raillery that keeps a
crowd in a happy franu' of mind. Across the bn.ad
•rack comes the parade: horns are tooting. Hags arc
uaviug. men, women an<l children in motion and wihl
..\ i: :,..,>••,. iicl\ Vo.'iin I s;biit of!
but mv attitude toward the com-
at llMliI I l< M I 111 ^_ .>■ ■
ses ■ the mental panorama
S4
ADVKK'J'ISIXG
ing s'liow is difFcrciit— I feel lik
ve "•oiTi"'.
T
1
- o (-.• -.Ins second
mental picture is \ase.l upon the first but it is far ditt'er-
ent ,n context. It is a new creation made up of a num-
ber (,t images wiiieh did not come into mv experience
througli the eye at all, Imt wliich at various times in the
past have come as images thn.ugh the sense of touch,
(motor imagery), or by way of tlie ear, producing an
auditory image. Such an ensemlik „f images, repro-
duced irom the poster and produced from mv own
memory, is the type of mental image c<.mmon "to the
mass of mankind.
Tile majority of men produce their own mental pic-
tures by pouring their own experiences into the image
suggested by the advertisement. Orators, artists, ac-
tors and writers have always recognized this power,
and their success in moving their audiences has dei)ende(i
m large measure upon their abih'tv to suggest just so
much of the picture as they wished their audieiices to
reproduce, and in such form and proportions as to direct
the imagination in producing the tinal and completed
mental image in harmony with the desires of the
sjjcaker or writer.
2:}. Impoiinnve of appeal to i»ia</inafi<jn.~U' the
fmiction of the imagination ended here, there would be
httle j)ractical importance in its discussion from the ad-
vertiser's point of view, l)ut such is not the case. The
imaginalion is the instrument of realitv. The adver-
tiser should be inlerested in the display of his goods only
so far as they affect men"s imagination. The aeriial
goods are ucwr present to the senses for more tlian a
lew moments at a time, but in the imagination thev may
'h- I'resent for years. 'IMie best ^'reason-whv-copv*'
"^ '•'■'^ -.;,:;-;iiiariic ii iiiaii s iiesi tillllking was
contingent upon eonti.uiai a, hi actual ^ense sin uihWm.
1^^
rSV( IIOLOGY OF ADVKH'l'ISINC;
»5
I
The best thiiikinnf concernin<r the advertiser's wares is
(lone after the disappearaiiee of the ohjeets, or the
"copy," which displayed them. Furtlierniorc, the very
results for which the advertiser spends so much time and
lunney are dependent u'pon the imaf>;ination. ^Nlan's
everyday activities are controlled hy it. He imau;ines
iir constructs a possible environment for certain lines of
(•(.nduct. His first impulse is to follow this mental
image.
When I imagined myself in the crowd, pushing and
shoving, I discovered that 1 was in reality pushing
Mgainst the table. Jf you doubt this tendency to give
motor expression to an imagined line of conduct, try to
iniugine the jjronunciation ol' the word '"jmc," and then
notiie if there is not a niuscidar contraction of the lips
pivparatory to its utterance. The advertisement, there-
Inrc, that can arouse the imagination has gone a long
way toward producing the motor movement that con-
\iys the cash from the customer's i:ocket to the till of
the ad>ertiser. ^V good advertisement must show it-
self capable of moving both the judgment and the emo-
tions, but it must do this through the imagination, since
hdth are closely related to the images which are gathered
up by the mind. Therefore a knowledge of the
iiK thods whieli are available for the advertising-man in
irder to ])roduce an "ad" that will stimulate the imagi-
nation is of lirst importance.
24. Txco impurtaut jxtints. — -Uegarding the imagi-
nation then it is important to remember that: 1. The
(luM-e eoneretely the advertisement presents the situation
to the mind, the surer it is of impressing the judgment
with the reality of its existence. '2. The subject mat-
Icr should appeal lo as itioaii a iiiiO oi imiiuiii iXpe-
rietiei as is in keeping with tlu' purpose of the advertise-
I
26
ADVKUTISING
J
iiu'iit, for tlu'ii the new iiim,u,e will eall into aetivlty the
store of images ai.eady in the niind.
25. Ulii.slrafioii of Ihc.si' principles-.- -'llwsv two jjroj)-
ositions may he ilhistrated as they apply in general, and
then as they pertain to the field of adsertising- in par-
tienlar.
Keeently a eireular eanie to my desk. Jt wishes to
enlist my symi)athies in a movement for the prevention
.'Itv t(
ds. It h
tahk
hieh show th
ot eruelty to animals, ii has lanies wnieii snow uie
nnnd)er of animals that are killed daily in New \'ork
City. It has statements in regard to the eti'eet of this
n])on the ehildren who nuist continnally ohserve the snf-
ferin^ of injnred horses and other animals. It eon-
tains varions items and ahstraei tii>nres and "eneralities,
Compare this now with llohert Burns' po'^'n "To a.
Mouse."
Wi'o, slcH'kit, cow'riir, tiiiTrous htustie,
Oil, wliat a panic's in thy l)ri'a>tic!
Thou lU'cd !ia start awa' sac liasty
Wi" l.ickcrino- l.rattir!
I wild hf laith to riii anil cliasc tlice,
Wi' niui'd'rin;;- pattlu !
Here the situation Is eonerete, ai;d wliere we cannot
see or feel or reason ahout HO. 000 sutferinf^' eats, we ean
easily form the ima^e of one little timorous mouse with
its actions and emotions. But th^^ ])oet does not waste
the ])ower of his imaoi' after once creatinu; it, for when
he completes the ima^e of "mousie" with its ruined
home of "wee hit heap o' leaves and stihhle," he asso-
eiati's it all with the hroad human experiences of ilisap-
poinlment and sori'ow.
l]ut, nioiisic. thou art no thy lane,
In proving forosiglit may Ijc vain:
i
rSYClIor.OGY OF ADVI.UTISING
Tlu' l)i>t-l;u(l scliniu's o' mice ;uul iiifi
(Janti- aft a-ifk-v
.' 5
An'
loa f us
nou'flit but grit-1" an pain
l'\)r j)r()nii^L(l j»v.
The poet has now e:;tahhshe<l a hond of sympathy he-
twceii '-niousie" and inc. The emotions have been
aroused tlirouoh tliis aet of the iuiao-ination. I have
treated an environment for the mouse witliin wi h he
is safe, heeause the man of K^nius knew liow to present
the situation and how to rehite it to the correct human
(.xperiences.
'2(k Illustration afi applied to advert is-in(j.—Uo\v the
apphcation of these principles in the tiehl of business
htromes a recpiisite for suecess mioht be ilh.strated by
reference to any special busii'css activity, but it is our
purpose to show it in reference to advertising-.
Mr. Lorin F. Deland, in his book, "Imagination in
Business," relates the following incident: A large rug
eoneern suddenly found itself in a critical i^sition tinan-
eiallv. An abundance of oriental rugs was at hand but
nionev was needed at once. A sacrifice sale of the
smaller rugs was suggested. They wer.- to be sold at
a reduction of about (JO per cent, an actual loss of i?l.)
to ^20 per rug. This, it was thought, would insure the
movement of a thousand rugs at retail within one week.
Tile firm was going to rely upon the price to sell the
noods without any further attemi)t to influence the nund
,,r the customer. But how much mental stimulus is
there in the announcement-- 'A (Ireut SaeriHce Sale ol
Oriental Hugs! (>() per cent ofi' if soM within the next (W)
daysf' The necessity of the case demanded that some-
tiiiuLr more be done. " Ik-sides, no experienced advertis-
in.^ man would have ho])ed for a sale of more than -ii)«»
rulrs as u result of such advertising. It isn't the price
ADVKUTISING
tliat makes an "ad" strono-. ]t is tlie reason for tlie
priee. and reason works l)esl for the advertiser when the
j)rosi)eetive eiistonier is oivfn ;i conerete univ^e to think
ahoiit and is direeted to assoeiate it with experiences of
liis own tliat strengthen the desire to l)uy.
After consnltation with their advertising)- cxijcrl the
firm (ieeided to adopt a plan invoh in^- these prineiples.
'VUr phui jH-ovided for the insertion in each of the (hiily
])ai)ers of a faesin-.ile of a one-dolhir hill made ont in the
name of the firm, to he n(,(,(i |',,i- tjie next six days if
nsed in hnyin^' any oriental ru.!-- at their store. Al-
thonoh crnde, this imitation one-doHar note was eonerete,
and it served to estahlisli an imaoe that was assoeiated
l)y all the emotions aronsed hy the possession of a real
doHar bill. 1| was just at this point that the genius of
the athertiser sliowed itself, for he had relied npon a
very Imman attrihnte— the inaJ/ility to throw away an
el' inent of value. Therefore, the peo])]c into whose
hands this advertisement fell found it as ditlieult to let
the imitation hill ^o umised as though it had heen real
monev. Sa\ s Mi-. Deland:
I
It sccins iiK'n'(Iil)lc now. fm- the (•\))(M■iln('Il^ w;is not tried In
:i l;ir<fe city, yet witlnii Hirer (tiy. t!ir volume of rurrs sold
.■inio-inted to the larnvst tola! yearly discount limit; In other
'vords, tlie jrrcatest dlsc-ount '/iwn to .any retail liousc If tlio vol-
ume of Its sales In one year could he made equal to tills total.
Tlu anticipation id' 1,000 ru>j:s \va> far exceeded In the pcr-
fonnance. and the wiek eridid with sales of 1,()()() ru;.rs. On
these there had l)een a total discount of .^l.GOO, with hut little
r.iore tlian {lu cuNtoniarv daily amount of advtrtislng, and a
complete savino- of the lar-v sacrifice which liad at first scianed
io the firm !o he irievilaiile. ... If instead of ,<rlvinn; the
ly had taken $1J2 off
tniver S I t(
trd l)i>
purcliase moiiev
lie rii<^
tl
lere nil
-iht
ave
Deeil
-Id.
perhaps. ^200 of those
i
I
i'SY( iini.ociv or advkh risiNc;
29
H
III
i)V ni.i
kiii<r
r otu'
■twelfHi as fjood n
n
ni"'s — scarrilv hkh'c.
,,tIV,- i„ ,1 n...n' iiua-iuativ. r..n„, tluv ^old, not 200 rugs, but
l.liOO.
•J'/
_.. Jpjndl to pnvu.lin!/ form of mcuUd imagcn/.—
Tlic two principk's piTtainiii-A- to coiicrctf illiistr;iti(ms
and I,) iclaUd ima^res slumhl 1)l- suj)plcnunt((l in \miv-
liral a.lvi rtisin^' by a {'onsidfration of two oilier iinix-r-
lant HRutal traits." Kadi normal individual is endowed
with the "live senses," ami it is through these that the
mind <,^ets its i)ereei)tions of the ontside world. Investi-
nalions have siiown. however, that men differ in their
ability to form mental pictures dependent upon tlie eye
,„• the ear or upon any one of the senses. Some easdy
recall images of situations which they have seen, while
(itbers find it easier to imagine the sounds or the taste
(•r odors that gave rise to the original mental impression.
An advertisement which appeals to the })revailing
form of man's mental imagery is more readily welcomed
than one which compels him to bring into action those
mental images which are weak. I f t he makers of break-
fast food or biscuits were contined in their advertising to
appeals solelv to the sense of taste, they woukl be much
Irss effective" than the rapid growth of their factories
leads us to suspect they have been. How inadequate
would the following i)hrases taken from a "biscuit ad"
seem to a person who hal)itually us-d visual images in
his thmking! -"Lemon Snai)s— A touch of sweetness
and the Ikivor of lemon make them a universal favorite."
■Zu Zu Ginger Snaps -xV spicy combination of ginger
and sugar-cane molasses." "\"anilla ^Vafers— A fa-
xorite with all. Delicious little cookies that fairly melt
on tile tonu'ue.
W itijiscri
1 1 v.
I itii i
I em
idii
.-.-.■U-
ter, cue
losin;
lav
er o
f rich creamv sweetness.
. ()
;3(»
ADVKUTISIXG
IM
|)C()j)le wlio have a stion^- yustatory imagery these
j)hi'ases will ai)|H'al strongly.
lint the a(I\ ertistr knew ihat thei'e are more j)eoj)le
who think hal)itnallv in terms of visual images than all
tl
>l<
II(
le other modes ol mental imagery eo?nl)ine(l. Ho
theref(M'e -uhled to eaeh ol' the ahove pi i rases heauti Cully
eolored pietiii-es showing rieh hrowns. creamy yelhiw-
iHss and tlak\ erispness so vividly that few peoj)le eonld
go iinmo\t(i if hroMght within ]"ange of the appeal.
A verv imi)ortant prohlem, then, for the advertiser to
solve is the stleetion of the most aj)propriate sense
[)ercepti()n through wliieh to make his appeal.
28. Illiisfrfition of choosing proper incUiod of <ippC(il.
— In order to aeeom|)lish different j)urp()ses, different
forms of imagery must he used. It took a genius to
])ro(luee an advertisement so forceful and so suhtle in
its appeal to the emotions, as the ])icture of the phono-
graph w ith the little dog sitting hefore it with that (piizzi-
eally expectant tilt of his head and ears as he listens to
his master's voice. 'J'he image of a talking machine
that would he most efl'ecti c, naturally, would l)e an
auditory image. A ripnsentatix f that merely called
uj) a \ isual image of a phonograph would have little
emotional effV'cf. Hut the sticngth of tiie advertise-
mi'ut nsts iiot alone in its ap|)eal to the auditory sense,
hut in its pow( r to associate the xoii'c with the image of
a person, and \\ith it the craving desiri' for the j)resence
of an aliscnl friend. Any atli'mpt to add a fuiiher rea-
Min wliy you siiuiild j)osscss a phonogi'aph would ha\e
vMakenrd the force oi' the ad\ i it iscment. 'I Ik com-
[»oscf of the ad\ tit isciiiciit had a piiipuse and hi' sc-
|( ctcd the righl stiisrs to \\ hieli to make the appeal. I le
wlittkitiwi lu-lf)ri> \\\^ I )i -I'l ( t>'i 1 1 ■! I li •/ ' rfviitti-il III MM'it tlu>
actor wiiiilil l( I'll, ""tt aiiiiL; the |iass!(iii to tatters
l'SY( HOlAHiV OF ADVERTISING
31
.:i
•20. Avoidfincc of craggcration and uiiplia.sautncss.
—An iiiiportant con.lhuy \n the lovv^rohu^ principle is
ilKit cxuKUvratioii should be ^rc-ncrally avoi.led in c.mi-
nurcial advert isinjr, but more esi.eeially in connection^
uiili certain classes of emotions. If some classes of
■ In.inv a.is" have succeeded, it is due to other <iualities
than the jov evoked by their exa^^^rcration, althounh
ve are prone to overlook api)arent attempts to arouse a
lau^di Avhere we would resent an cxaK^^erated and evi-
,k Id attempt to move us to tears. People ^^enerally ap-
proach an advertisement in a critical or at least a dor-
mant or unsvnii)athetic attitude. Theretore the tirst
...notion appealed to should he one of i)leasantness. If
tlu' subject does not lend itself readily to such presenta-
tion, th'en the arrangement of the advertising matter it-
self must furnish an agreeable ai)i)roach.
;{(). rnivirsnl slgnljicamr of /•/;///////).— Science has
shown us that rhvthm in one form or another is found
tlu-ouuhout the Imiverse. The peri.Klical movements
,,f the earth about the sun, the re<-urrent movements of
,1,,. moon about the eartli, and the diurnal movement of
ti,r earth upon its axis have inllueneed plants and ani-
mals so that each individual life has its peri.xls of growth
;nul rest, its waves of feeling, its periods of attention,
;,,wl so on. Vegetation illustrates this in its annual
p.no.is of growth and blossoming, hy the opening and
closing of iHtals morning and evening, and in various
other "wavs. Certain rhythms aiv exhibited in animal
lilr bv the migrations of hinU at the same season each
\.,-,r.'aiHl bv the hibernating of animals who r-gularly
M.ki.st in'tlH' autumn. The n.nversaht y of this law
might he .lemonstrated by reference to tli.' actions ..I
,.,,.rv fore.' and eveiv mechanism i)V which fo-re is made
itiani
iVst. Ileal, sound, sight, the winds
ana me noes
92
ADM-.K'riSINC,
all show tlie rlivtliinieal chai-actcr of the world wc ]
ive
iii
in.
The new jjsyc'iolojry has turned its attention to the
in\ esti^'atioii o!
le |)art whieh this nni'.ersal t'aetor
])lays in the actions and attitude of man's niiiid. It has
heen proven that our likes and ihslikes are ehietly de-
})eiident upon the presence or ahsetice of I'liythin; in
j'act. so depetident is our nature on rhytluii that we pro-
duce it in imagination if it is not present in reality.
This lias heen tin.' outc-ome of maiTs attempt to adjust
himself to an en\ iionment which was ])ermeatcd hy the
iiiHuences of rhythm. Any person can test this invol-
untary attempt to produce a rhythm where none ac-
tually exists hy noticinjjf the regular accents whieh he
hears in the tiekino^ of .i dock when in reality all the
t.cks may he the same in intensity and duration. So
sensitive were the early Greeks to this (piality of rhvthm
that, as has heen noti'd in C'liaptcv I. they appointed
puhlie censors to reuulate the cries of the early adver-
tise rs. In fact, the tiiodern pnhjie attitude toward
certain kinds of hill-hoard ad\crlisiiiw- is hased funda-
mcnt.'dly upon the lack of harmony Ix'tween the hill-
hoard display and its sunoimdinus.
.11. Pradiciil ini portdncr of r/i//t/i>n in (uh'crtixhKf.—
Hut the |)ractical importance of rhythm, harmony or
projuirtii :i, as it is variously termed, lies in mt)re suhtle
relations than ir; the aho\c ilhisti-ations, and wliilc some
advcnist nunts have had a y^wA success, although ap-
parently \iclatin,!4' exci-y |)rin(iple <)f |>ro|)nit ion. vet
llieir success is |»ro!ial)ly due in ;i ;^real nuasin-c to pcr-
sisteniv. ^'et pcrsistcncN. wiihoiit regard to due lorm,
is as costly in advert isiny' as it Is when relied upon hy
the "social h )iv ' in makinu his iiijvvjird nniLrress -n
politt soiii t\ where "harmonv "' is eveivthinir. I'crsist-
m
.^^
l'SV(II()l-(HiV or Al)\l.KTISlN(i
:ncc
costs nioncv uiuk-r such rondilions. ai
(I 1!
;5!3
ic same
or
more satisfactory success cou
1(1 have been attained by
a t
•loser co»\l'orinity to simp
le and costless rules of
harmony. .
;{•' ('nl<,r and tnuc in (uhrrtisliu/.^- I here are certain
,n|ors which are displeasin- to most of us, while there
„,. others wl.i.h are ^vnerally liked. Most people are
a.Mveablv alV.rted by the si-ht of red an<l blue and are
.Tisplrasi (1 with certain shades of ,ureen and yellow, li"
„,,H.nd, it mav bt said tluil every color or color-harn.ony
lia. its own ctfeet upon the m.oti.ms. It is not our
nnvposc to .liscuss the relation of color to the art ot ad-
vdtisino-. The three colors which chielly concern the
advertiser are black, -ray and white. The selection oi
c.lors that oive a pleasin- tone to an a.lverlisenient is
of the utmost hnportanee. since it is the coh.r-value
uhid, is most likelv to attract the attention to it as a
ulmlc. A pleasino- initial impression i)romi)ls the ob-
srrvfr to a closer examination of the -story" that is to
t,,npt the reader to spen.l his m-.iuy. l%vidently it is
,„„„• poiicv for an advertiser to .levote his best ellorts
t,, the wriVmo- of forceful copy and then to make no
sp.rial provision for drawinn- the eyes .)f the public to
l,is -ad." Too ofteti is this most vital factor ol liar-
nionv left to the discretion of tlie comi'<.sit(.r in the
prn.tin- ..tlice. I lis ideal is ,n many <ases to crowd into
a..ixenspaccal!thetvpe styles it will hold. One needs
to look onlv at the i-a-cs of any trade i-aper to h...i
sM.nples of these -typo-raphieal ni-hli.'ares. One
V liter puts it Nv.ll when he savs. -If your printer insists
OH sellin- vour advertiseuH-nls in fourtM-n (hllerenl^
stvlcs. si/es" an.l faces of tvpe. he should pay hall
tli,. e,.st of th.' ad for th.' pr.Mle,.' n\- sh.min- his
snu'K.
IV— ;i
;ii
ADVKRTISlNc;
|M
Mr. George Frciicli sums uj) the in)[)ortaiU'c of this
clement in advertising- thus:
riie toiu' of an ;uivcrtiM'incnt liclps to ^i\ the atfc^iitloii and
tliu a>>lstaiict' of till' eve, which is a^ srnNitixx' and as particulaf
ahout color as it is ahout form. If thirc is not tone harnio'i\
ill the advertise mint the e\e hesitates, and will not con.sider it
unless i orced to do so.
The tone of .in advert isenu'iit is sieured l)v liasinu- the t \ ne,
the illustration. Ihe (lec-(UMlion and tlie rule, or l)order. luirnio-
ni/e ill ueii.;ht, in hiackness. This dots not iiiraii that all tliesr
eleineiits should l)e of (([ual hLukiuss, init th.tt e.acii should
li.ive the (|i';^rie o^' lilack or color that is tlu; most a<rri(al)le and
lh.it is demandrd li_\ *!ie enviromi'eiit. If It is the t \ pe that is
cxpectid to iiiaki/ the ehii'f appeal to thr reader, the type should
have the strongest tone .and the .attiihutes K>ss. If it is tiic
illtist r.ilion tli.al is !o be riliiii ii))oii to ^ct t!u' attention of
the readir. it should hasc ,a t:iiii' stroiii'- eiiouo'h to thne '^ its
pictorial niolive ,it the rc.ider uilh force ,nnd effect.^
.'{.'{. Fan, I (111(1 proporf'ioti in xd'iCrli.siiu/.- As manv
hiiw an iiistiiK ti\e lii<ino' j'o)- certain colors so ha\e they
a (leeiddl preference I'or certain ^^'comet I'ical forms.
Tiu' most familiar example of nuuTs plcasni'e in certain
foiins is seen \\ iun xci'tical iinrs ujiicli have been dixidcd
into sections hiarinu' a certain lelalion to each other arc
presented io him. If the lilies in the fionrc jire oh-
sei'\ed it will hi' seen that the tirsi and last afVeel us
more a^ireealtly than any of the others, while the middle
line comes !ic\t in its power to phase. The other lines
.ire not so pleasing' to the eye. ( )n eompariiio- the two
S(.ctionsof line A it will he fonnd that tlu nppn- section
is to the lower section as .'{ is !;. .'> : \shih' in line ]\
the saiiir relation holds tine, hut in an inverse order.
The line. 1). is divided in Ihe ('(ntei'. altlionoji to
'"ilie .\it .iml .S(iiiiii 111 \li\(■l■|l^lllg,■' ji.igf .'It.
^
I'SVCIIOI.OGY OF ADVERTISING
;i5
most i)L'()ple the upper section will appear loiifjjer than
the loNver one. This is due to the fact that tiie eye eni-
l)hasi/es the upper part of a ti<4ure rather than the lower
l)art.'' This is important from the advertiser's point of
\iew and will he referred to a^ain in connection with
till- layout of an advertisement.
if the same ratio is carried out in the structure of a
reetanu'lc in which the hase is to the altitude as :J is to ."),
or in an ellipse in which the short diameter is to the
A B c D e
A SERIES or BISECTED LINES.
F'uiurc 1.
l()U<;er as ;{ is to .'), Hie same pleasinpf impressions result.
Archileels and artists followed this principle in their
wniks lou^- hefore they discovered that they were follow-
iiio ;!n nimost universal prejudice. They were work-
iu«' accordiu<i to tluir "artistic feciitij^^s." In time, how-
ever, it was noted that the uicat works of architecture
and of art ahiiost invariably loiloweii this ratio in their
prnportious. which was called "the golden section of ar-
clnlf.tiuc ." ll'iw fri.uu iitlv it enters into the struc-
I"T1- !'>-■-. li.'lii^'.v "f \(lv TtiMng," WalliT Dill Suit, piig.- 1^7.
f
•36
Ai)\ i:h riMNG
r
•8
x: c
I'SVCnOI.OCV OF Al)Vi:UTISIN(i
37
t,ne (.f objects that conic under our observation every
,lay is seldom rcali/cd unless our attention is called to
it." Tor instance, most buildings approach it in which
\Uv w idth and height do not violate our sense o\' propor-
Holiday Disblay /or 1909
Allen q* Browm
invite your attention to their
Holiday Annpuncement 0/
Sterling Silverware
Choice Boxed Stationery
Novelties in"^Leather
an
d So
jvenirs
A special ollection of
Decorative Pottery
and Metal Goods /or
the Libra,ry is also
off( red
ThI CRAFtSMAN
Allen
46-48
Minnc
Shop
Bbowm
Nicbllet Ave.
apolis
TiM'lim. .lra«n v.rti.allv tl,ront,'li tl,i, ,„iv.rt ...■lu.nt .livMcs il inio two
~M,.M,.ln.al part., T!,.- Iion/ontal .l.viM,.,,, slmun I... tl '<UM Imrs ar.'
„ut cinal, I.Mt tlu- .pH.v i. so ,,n.p„rti,.Mr,l a. I., p^.- a x ,.,y plras.Mt,' .IT.-H
V;.n.-tv i,Raim.,l l,v tM. luHl,,,.!, a. vv. 11 as l,y ll,.' anan,.m.Ml of 11,.. .Iisplay
,,r„i t.\l, at,a iIm^ u... uf .l,trrp„l slU,, an.l si.,., ,,f I.Np-, l„il H,-- «l.-l''
1- Im,iii.,I li.i^.ttii-r ill N>i,un,liy.
lion. Whenever this principle is viohitcd. we show our
,lisMpproval by appro|)nale epithets; a person who is dis-
|.inp,,itionalely tall is called a ' luanpole.
Most books and ma.ua/ines use this rati<i. The
38 Ai)\ i;h riSINT,
jJi'Milrd pari of lliis pa^r is arran^^vd according to tlic
principle of "IIr' ,!4('l'lcn ol-lon^."' I
If the simple aiTauncnicnl of tlic pails ol" a /^coinclri-
cal fiH-mv lias such an inlhjcncc upon people in general. .
Hull it is iinpoi'tanl ihat the advertiser take pains to :
<'lioose his space so thai the height and \vi(hh will he in
just that relation which will produce the most pleasing
cM'cct. That so many advertisements conform to tlu-
rule of this golden section is liuc hirgely to the fact ^
that the magazine or other mechum is itself constructed ll
C(>rrcctly. and hence the s|)ai'e of a whole page advertise- '^
inent would of necessity i)e in corri'ct pi'oportions: like-
wise would the a(lvertiseme?its occu|)yiug (juarter sec-
tions of those |)ages.
'I'he pleasing effect produced l)y figures constructed
accoi'ding to the golden section is due to the \ ariety that
is olfered, Jiut the ])arts compared nuist not he too
much alike or too diireivnt. If thev are, the feelin«>- of
unity in tin- figure or line is destroyed.
The choice of space according to these artistic pro-
])ortions should he followed hy an Kjiially artistic suh-
(l^ision of the space into symmetrical parts. .\u ex-
amination of the figure on page '47 will show how tjie
saiiK' |)rinciples of proportion and symmetry are carried
out in a sulidi\ ision of space.
.'U. liiilis i,f (ith iitjoii. Hnt the rulis of harmony or
i-h\llini do not cease with the form and arrangement of
adwrtisiiig s|)ace and matter. After the eye has heeii
directed td the ad\ crt isernciit . it is iiec<ssar\- to use e\cr\
means possihje to hold the allenfion until the story has
'»*•*■•' ••»l«h *<)\\y natures crave rhythm, and when tin
written "conv ' (•oir-esnonds !(> (>!!!• !'!!!!!!'.i'- \'.\
s|)ect we !•( spond to the argument and willin<'l
it our attention. To oi.-tain the highest ell
ll.
v accord
IClellcN' Ml
rsvcuoT.or.v or ai)\ r.inisiNd
39
:* M
I
I
i
th,. Nvrillcii advcrtiseiiititt two imix. riant fads sliould
I,. U,.,,t in inin.l: 1. Onr allcntion is l.rsl employed
ulun a iKiiod of ll.inkin-' is r..llouvd by a pmod ol
„„,iial Rst. Ncitlier inriod should l.c too Ion-', for
that would produce mental exhaustion-, nor too short,
tnr that distracts the attention. The halanein.u' ..I' these
iwo factors produces rhythm and aids the thinkin- proe-
, ^s. -J. The senlence is the uint of thonoht, and hence
il/structure and nature determine the rhythm of the
nm.position. Hy structure is meant the numher of
uonls and the orammatical relations of its parts. IW
nature is meant the character of its predication.
,•{.-,. Ih'latkr lni</lh of scnUiurs.^A^ is not u-enerally
known that the sentences of experii'iiced writers will ay-
vviwc about the same number of words throun-bnut then-
productions. Likewise will the nund.er of i)redications
pn- sentence run about the sauic. A test made ol
Macaulav's 'Tlistorv of Knoland" showed that the au-
Ihor used on the averane -Ili.V.i words and •-'.:}() predi-
cations per sentence and that there was an average ,,t
:U simple sentences to each one-hundred sentences. In-
s.stioations have also shown that there is a very decided
t.ndencv toward the use of simp.le sentences having'
r,u predications and fewer words. The (;reek and
Human orators made fre.p.ent use of sixty or more
^^M,•ds in a sinole sentence. Cicero has been credited
with producing a sinnlc sentence of T-' + words. Kx-
;,fiipl,s of the i)est prose writings ..f to-day indicate tiial
;il,nht •_>.-) words is the avera.uv nnmlur necessary (o pro-
,hi,v tlie best conditions for holdin-' th.e allenlion of the
reader. This does not nu'an that every sentence in the
.;;K.,,,..;,, .,,,,.., I -!h>>!!(! be !ust about li.") words loiii^. but
is simpiv a caution a-ainst the use of Ion-" ai,d involved
sn, truces ..r the oi)p<.sil.' the use of the too short and
P
40
Ai)\ rjrrisiNc;
c'li()|)})y scritt'iu'c, wliicli lost's i\\v altt'iition by iitt'ordiiij^
too ri-c(n;(iil o|t|)orlimily for the di.sti'jictioii ol' the
readers tliciii^lils.
Ueiiieinlieiinn' llieii, that an a(l\ frtlseiiiC'^ cannot
claim more iluiii a few nioinents ol' tlic reader's time,
compare the I'ollow ini;- sentences taken from recent ad-
\ ertisemenls:
Altlioii;;!! till- ]s liy IK) iiifaiis the fii'-t iiiiic ;i kliii^' or iih'M-
li"f dl' r(i_\;ilt_\- has ;)iirclia-M(l an Aii;^tIus, iifvcrthflcss. tliis most
I'l (•( lit i-oyal lril)iiti In (loiilily iiii|)i-(-si\ c and ()ai't it'nlarlv si"--
iiiticiiit ill vi> w of fhf i'art that all the Icadiiii;- {)iaiio-])layrr>,
lioth AiiK ric.ui and foi'i iyii, aw sold in I,(jndoii.
Few j)eoj)lc will orasp all there is in this sentence at
the first readino'. '1 he nnmhcr of words and predica-
tions ai'c too many to ^ive the nnity necessary for ease
in attention. 'I'he "thonoht oi-()n])s" do not corresjxjnd
to the scntenc-e strui'tnre. Notice how nnich more
easily one reads the followino' sentences iVom a tclejihone
ad:
All otlici- nif.'Uis of (•onimnnication nro cold and colorloss in
coiiipail-oii. \\\ till- tclciihoiic alone is the human (ju.'ditv of
llu' hiiiiian \oicr carried i)eyond the limitations of unaided
heaiMiy,'. 'i"he He 11 System has provided tliis uonilerful facultv
for all the [Xdjlle.
'I'hese stidenees arc short and cord'oi'm in their leni>ths
to the normal nnits oi' tlmimht. Although the ohserv -
aticc of till' principle pertainine to balance and nnitv
is (.'ssential to all ad\ crtiscmcnt writino, it is of s|)eeial
importance in aihertisenu ids rccjuirino- the writing' of
- _,, lijl. il 1- ■■ 1' !_„•
;;..;._> j/.i^us. :i iiivii ussiiiii* s WK iii^^iiii \ iii a picilsinu'
literary stvle. and a fin-thcr discussion of j)rineiples and
:tpplications would in\ol\c the whole subject of the
PSYCIIOI.OGV OF Al)Vi:K'riSlN(i
41
p.Ncholoov (.r readino-. Only so much of the sulOect as
,KTtains"lo the pim-tical si.le ol aclvcrtisin^ cat. he
trtiilrd of liere.
TlR. teehnieal ariaMKon.ent of tlie adverlisintr space,
,lu suh.hvisions of Ihe space into parts, the composition
,,!■ the various colors and of the written sentence, as we
Invc seen, gain in etVect if each feature is carried out in
acc.rcUince witli the principles of rliythm. These are
,,„Hn.only desioiuited i.roportion, symmetry, tone and
'";i!';!'77/r mc in adirrtishu/.-'Vh.ve is still another
H.vthm which the advertiser must cater to. It he ig-
MoV.s it, there is a strong prohahility that he will lose all
that i.ii-ht have heen gained from an otherwise well con-
stru.tc.d advertisement. The advertiser must depend
„,,,n the phvsical eye to do the work of carrying the
.M.pression of his advertisement to the hram. It he
fuls to cater to the eve's desire for ease, he must sufter
tl„- adverse discrimination Avhich the eye will put into
,tVu-t while skimming the maga/ine pages, the scenery
,,oni a railway car or the attractions of a street car.
The eye is forced to its work hy an over-curious hram
uhiehOften grows ti'-cd in its efforts.
Tiic eye has its own i)eculiar construction which per-
,„ils it to perform its functions easily within certain
h.n.ls, hut with increasing effort and lahor when torccd
h. vond those limits. 1 1 is constantly on the alert and by
, olauce it decides wlUher the size of the type or the
l..,>gth of line or the arrangement of the hues are av-
.,,ahU. to ease and speed of movement. If it funis that
the knglii of the hues is sucii as to he followed 1 rom
,1 , Yy. -j-rr;-- +=■• tl'!- !■!'''. with. :i minimum ot ett'ort, the
. ve wni' select that advertisenierit in preference to one
uhieh coniiK'ls it to move through a wide angle with au
4f^
Ai)\ rirrisi\(,
I I
fxpciidituiv of coiisKlcrnlilr iiiiisiMil.ir foicc to pull i|
lit-'yond its Ii;il»itii;i I r;iiiMi'.
'i7. The iiic (t)i(l rliiitliiii. It i. ill this point llirn that
the construct ion of the wi'ittcn hues of the ;i(i\ ei'liscnient
c(.ines into relation with the law of rhythm. The eyes
in readino-. like the leos in walking-, have a natural
'pace." II' the leov are compelled hy Uie condition ol
the surface of the road or hy the tempo of a hand to take
shorter or longer steps than usual, tluy soon n-row
weary. A walker is hest satisfied when li« can tak(; his
outi '"stride" in his own time.
The movement of the eye from r:,i>ht to left or vic(
versa is most easily accomplished v. hen rhvthmieally
p '•'■"rmed, h,u this is conditioned hy the length of the
line aiono' whieh it nuist trav, 1. i'svcholooists have
discovered that lines in tli. newsjmpcrs which are ol
moderate lenoth, rather ihan the lonoer lin- s, tacilitatu
a rhythmical venularity of eye movement for the major-
I'y of peo|)le. Tiicreforc the advertisers who appeal to
tile majority in res])ect to the speed and ease of readinn-.
have a decided adxantaye over those who <lo not.
Many up-to-date advertisers are o'ath( rin,n' all they can
fi'om the results which the science of optics has niven u .
-Su'-h a study shows se\ eral tliin.u's that are of j)ractic..i
iuiportance to tiic advertiser.
.*{«. Optics and (idvirlisiuij. — In reading'; the eye-
do not mo\.' continuously from left to rin-ht alonu- tli-'
hue, hut proceed hy a series of (|uick movements altc-
natino' with short stops until the end is reached, then hv
an unhroken sweep to t!ie l-ft, the eve re*tu-ns aaain tc
\h-' I.euinnino'. Since words or Utters are not distii -
•^oisiied (Mnii;<4- iis U)ovemeiUs. it is e.s.sential tiiat tli-
pauses or "iixation points" he so arranged as to allow
f
i
I
*
I
;i;e easiest and (juk
kest
perception dmino-
tl
IIS
line,
^V
I'SYcnoioc.v ()!• ADVi.irnsiNc
43
'I'lii' (■(•(inoiiiv (it vciu
liii"- (1. ,)ci»<K ni'"n tl"' i"">'^'^''' •'
iK'SC
tixiitioii points 111 a liMc. ant
1 these in turn Jife (K
tcr'.iiinc
(1 l)v the leii,L;lii «)t Hk line.
Aei".)!"(lin<i' til one
atitl
111 a
* ice
IKIII
ririrt .ho..ii.R 'lit opcr.-ui.-n n( tl.e eye in -ea.lir.R. From " Hie
,^;X;o«y Mn.l !Va:.....y of Kcaai,,.,- by Kamand Hu.k. IKhs.
A. M . I'll. I). Courtesy the Matmillan toMip:'ny
I'rof. I'uey viys, speaking oi iLis diagr.-.m .
not at a.l times in ,'^"';''' \',„ . ' ' ,. ,!„,„„ by tlie solitary dois.
enoiiKli lor He spark t° '^;''.;'',r";^' ";.:;,,; p",„.fs in the i oiirse of the
Kit."
loritv, it was round that "tLe niorc navses there
line, tile siioriei" ii'trr fvTi,^;i. >- , :.v .v. . . ..,.^--
\ersa. the fewer the ],a.-ises the hir.uvi- ^niy
M- is aiit to he/' Sinee t''e pauses are less in
are
II MM
OIK'
44
ADVKirrisixc;
I I I
I
shorter lirirs thai! in the I
^i<-'l«l of attfiitioii" at tl
oil"' (!M-.s. tlic 'Vxpandin^-of the
K' fixation poinis is iiiadf more
rrc(jiie.Mtly and with greater cnsv.
These movements ..(' thr cv.s are so autcnatie a.wl
so unconsciously made that thev arc very diHicult to
< c-tcct; hut l^rolc.M,r K. J}. ]I„ey has .L-vised a verv
(lehcatc iustrurnc/it which, while affixc<l to the eye re-
cord, its n.ovcncnts. The chart on ,,aoe r.i shows' the
record of the eye's movement while readin^r six hues of
pnnt set in te,.-,,oint olu-styie type, .'{ .l-O ineJK-s i,.
J^'"«th. .Notice lirst that the eye took its hahitual cur-
sory glance (represented hy the first four hues) which
"^ M, tatal t'. many advertisements, since the eve indess
'••'•^•<'l <•• the task hy the will-avoids anvthino- ditiicult
to J-cad.
The distance from one laroe spot to the next is called
a hxat.on; Within this space falls the portion of the
^""- "I l"-.ut which is -read" or ahsorhed wh.ilc the eve is
at rest, although in this particular experiment the ,mm-
'';_'• ..I words avcra«e,i ahout dure for each fixation.
1 he nu.uher of words taken up hy each fixation depends
lar-cjy npon Uw lennfl, of the line of print. Hence it
is nnportant to dctenninc what can he easdv covered hv
the v,s,on witlxmt eye u.ovcmer.t. If this is detenuined
tl.eM the wonls or symhols can he so arran^cl that theJ
^^.i present a con.pletc idea to -he mind at each pause
an.l can he taken up at .„.ce hv the eve with ,ase Jiv
avoid.nj,- movement, and fixin;. the ev.s upon the dot
M. the diagram on pan-,, r,. it uilj he dis,-ov, red that th.^
••;-;'«l'M«' ranoe of the mm.oved eye is verv limited. If
th'suereapplinl toanadverlisenur.t anareanot uum-
'';;"•■'" ".eh s<,„are wo;dd fall w.lhin the ranue nf in-
telh..-ent vision; the rest of the a.lvertiscnu nt w<m.|.| h,
ii't\ I'liir
I
I'SYCIIULUGY OF ADVERTISING
45
I
This experiiiR'iit s'uows lluit tlie eye of the average
pcrsmi picks up and identities about one inch of a line of
|)i'iiit at each tixation, althoii<4h most readers tliink Hiey
-ice more.
Ajiother fact of great importance which is ch)sely con-
mctcd with these fixation ])oints is the mental jjrocess
(iiiicerncd in perceiving wliat is h.efore us, and the means
liy which the mind most easily takes note of what is
tlkie. ^V scientific discussion of the menial process is
I)iai;ratn to slmw atiinniit of priiilril iiialtrr llu' cy iakis up at <in(c,
TrMiii ' Tlic l'^\ (Ik ill !;.'>■ and l'<'ilai,'nj,'y nf 1{( inliiij;," h\ Kiliniiii<l Hurke Hufy,
\ M . rii.l). ('..urf.sy Till- Maciiiillaii ( niiipaiiN .
I'hinrc ').
most interesting, hut the j)ractical advertiser is con-
cerned cl. tly with the means liy wjiich the minds of
|ini>,;)('ctive customers are reached most easily.
.'{'.>. Illi(.slr(ili<nis of ini.siiccc.ssf id iiuili(>(l.s. — It has
Im III assumed that the lines of print have been arranged
;iiriirdinu to the custcuiiary way and thai letters and
vMi'ds were coirihined in "sitisc matter." When thus
iiiraniicd ind combined it ha> bt'iii found tliat twcntv to
Miirty letters may be read with ease at each reading
|i;iiise. ^'et many advertisements violate the rules of
iiirr(cf arrangi'inent by writing the worcLs in unusual
\\,i\s or bv using peculiar t\|)e r in enmbinatinns that
tn.ilxc nonsen-.c unless the re ider it const iiieis them.
Attention thercftu-e should lu- called to the fallacv of
46
ai)m:i{'1'isl\c
tliCsc iiictliods. How II
iiaiiy r of tin's sentence rec-
e
a
d
e
r
OUR NEW COMBINATION DROP AND JACK
ii
A
R
M
A
T
U
R
E
A
D
J
U
S
T
A
B
L
E
L M. ERICSSON TEL MFG. CO. BUFFALO. N.Y.
11. .u inilrli nC llijs .uK, itiMi,,, lit (In \!,u IVliR liil.rr , \ ,-,
yiMi Ji.iM t.ir< ( ,1 \ (Miivi If Id II ,1,1 it?
n<4iii/.c llic wnid rcadiTs .it !!ic (iisl n|;,ncf' 'r<i I
i.i.uiN liu.A iiiis i;ist \\..i(j idok him-i-liar.'' Or with ulial
13 E
co^
IINC; RAP]
ID
LY
P
O
AND
8
V
FAVORABLY
C
1
T
E
I
KNOWN
D
O
1
R
R
O
I
V
Y
O
AS
U
L
E
1'.
F
N
A
D
R
No. 6
j
A
H
L
E
R
E
1
l-
R
o
C
M
C
I
M
p
I1 18
K
B
K
C
O
fi:aturi;s
R
V
T
1
R
WHICH THE
i:
A
i:
K
A
B
C
N
D
EXl
HAN(,i: OWNER
K
E
O
T
wn,r.
E
N
T
KK
KXLV Al'l»Ki:CIATE.
A
C
W'E
MAKE IT
T
I ill'tll
low
rsvcHOLociv OF ai)m;rtisin(;
47
(If-rec of interest or case do you atteiul a eoiuhiiiation
of letters like tills— oilopas paos!' Vet these three
!ii(tho(ls aie eoiiiinouly enij)loye(l hy adveitisi rs. Their
jiiiipose is. of course, to ^ain attention hy uni(|ueness.
(ir perhaj)s hy ■originality," as their in\entors would
call this Mietlind.
K>. h'ld.soii.s for fuiliirf of llusc iiitihotls of (ippcaUug
li, llic cue." Such methods cannot he periuancntly suc-
(•(ssful since they violate a fundamental principle of
iiKutal activity. Hrielly, it may he stated thus: It is
iMit the constituent ))arts (in this case the individual
j. tiers) of any ^iven form that make it reco^nii/ahlc,
hut it is the fatniliar total arranuement. 'I'hc ahove il-
lustrations have a'i the I'lcmeiits of familiar words, hut
tile visual forms are not the ones \\v are accustomed to
It coniii/f at once. 'I'his i-i'coj^nition hy miu'ral fortn
(i< peiids up(»n the fact that we have in our minds a sto-e-
jioiisc of familiar woi'd forms, geometric forms and so
iMrtli. and these are all hrou^^'ht into use when we arc
Inokiny at a new woid. or new i)icturc, or new form.
In the following' illustrations there are the same num-
li( I- of characters, hut in the first fii^ure their arraa^n-
iiK lit is not accordinLT to any form which the minii lias
>t(Med awav for (piick reference. This law of recou'iii-
h I'ltirr (i.
tiuii may ho tested hy taking- just one fiance at the first
fiuur<' and tlun Mltcmpl inu to n produ«'c the liins. It
will he disco\ci<(l that not more than four or five charac-
ters can he p( reeived at a ulanci . whereas in applyiji^'
the sami' test Ut liie stcond M'i.ure, whcri' these ioiiii> iiit-
fl
48
ADVl.KTISLNG
ex])osc(l in the more faiiiiliar arran<;ements, the whole is
recoLnii/ed at a uhmce. ""The hal)itual association of the
])arts into a unity wliieli makes the perception facile and
1492
Fi'iiin- 7.
the memory after liie e.\|)osiire easy, and the familiai-ity
of the total foi-m as an nnanaly/ed niiole. work togeth( r
as factors in liiese as in all such reeo<^nitions."'
The adwrtiser who uses unusual words, forms and
arrangements will find that his advertisement is not
easily |)ercei\<d or rememhered- the two thii > df
])rimary concern to him.
41. Cliafdcfcri.sfic part of letters.- Advertisers sonu-
times employ a method which oftcJi i)uts a strain ujX'ii
the readers perce|)tive powers. In order to attract at-
iiio n^cnaiii^ iiidiioi ixiai ^woo vviiii ii.
\tA-\rr~»^-!rto\inf\ ri
f->-*'\ir^*~\riC: f\ir^
♦"Vici ■»'-oli<<-» r\r
fU
c^ re:%c\
/-4ir-»#V •v-»offr»«- ^V«oi-
rir\c\c
W ifV» «♦
tiiitinn h\ the nTii(iuci;css iif the ad\ t-rl isriiiciil llic line
of ])riutt(l \\..i-ds is dixidcd i:ito .it! upper and a ^t^\(■r
half, the upper p.ni heiiiy piiiited in one ((dor and tlif
1 Pr.ifrsM.r V.. \\. ilu.y, "The r>>i Imlojjy an.l I'ci.iK-K.v <>f l{r;i,liii>;."
rsvciioLCKiv OF Ai)M:KrisiN(;
i9
lower in anotlicr. T'sually tlic lower half is ])rinte(l in
strong tones while the upper part is less deeided in color
lliiis atti-actinii' less attention. This is seen most fre-
.|ii
ticl
mil
leiitly on l)illhoar(ls and j)oster siyns, thus, making
r ineanino- not easy lo ^rasp. Hy eoniparinLf the
tijated i)assa_nes alio\c, the reason for this lack ot"
tl( aniess heeoiiies evident — i.e., tiiat the nj)|)er half of
a wiird or leUer is more important for i)ereeption thai'
IS
the lo'ver hall'.
I'J. Poxccr of sii(/(/('s-finn. — Many advertisements at-
:iet tile attention of the reader and even succeed in im-
■j
^ |ii'essin<T the essentials on his memory. Still, millions
I mI dollars are wasted every year on advertisin<;- heeause
f it does not succeed in ;4'ivin^" the desired suf^'^estion.
riu' advertisements are read hut the i-eader is not im-
pi( ssed hy tlu' "ood qualities of the wares offered for
sale. An undesirahle word or an idea may be su^^'csteil
li\ an advertisement, which takes so firm a hold on the
mind and becomes so closely associated Avith a particu-
lar article that every imi)ulse lavorable to its purcliase
is hindered or interrupted. How a suu'^ested word
nccps into om* tliou<^hts even anainst our will is ad-
mir.'.hly illustrated in the story told by Professor IIu^o
Miicnsterbcr^,
A lonn time a^n there lixcd an alcliemisl who ad\er-
ti--((l a reeeii)t for making ^old from e^^'^^s. He stipu-
l,ii((l in a cnntracl that In- would refund all moneys if his
prescription was eairied out to the letter, and the prom-
ised results (lid not take place. It i-- said that he nexir
hinke the contract and yet btcame a xcry I'icii mati.
II is ])rescription ran thus: Tlic t^old s( i ker was to put
'lie yolks of a do/en e<4Li'> into a ])an and stii- them for
I ..ic
1
i,v.. <;•-.. ).■■( iw.
tl ■ tl L' IK
l.>
think of tlie word liii)]iiipotamus. Many thousands
IV
11
50
Al)\ l.liTISING
]
111
tried l)ul none weix' suctTssrul. The I'abil word wliieh
l)erliaps tliey liad never tliouolit of before Avonid now
iinfortnnately rush into their minds, and tlie more they
tried to supjjress it the more it jjeisisted in eominn-.
4-'}. Imjxir/diicc of mfthiii;/ the ri(/lit siKjgcslioii in ad-
iiiiisiiiiciils. — .V writer of an advertisement therefore
shouhl he \ei'y careful that the idea whieh he wishes ini- ^
pressed upon the mind of the readir is not sul)or(hnate(l
to some other advertising- moti\e. l-'or if this oeeurs, it
may nulhl'v the wvy ])ui pose of the advertisement.
whieli Mas to pie])ossess
the reader in fa\ oi- of the ottered
ware.
N(
•11
e\eruieless, one
can turn to the lu
Ivert
isintr
section of any mana/iiie and tind this principle violateii
in many places. I'or instance, a manufacturer of col
lai's ad\erlised a new (le\ ice which permits the necktie
to slip easil\- into j)lace. The central attraction of the
advertisement is the picture of a man pullinn- his necktie
throu<>h the collar. The exjjrcssion on his face plainly
shows the irritati(,n he feels in not heino- ahle to })ut the
tie where it ou^lit to he. The set of his teeth, the curl of
his lips, the intimation of a snarl about the nose, all su<,^-
j4;est the fitlin^i' "condemnation"' that ap})r()j)riately ac-
companies siich a situation. 'IMie suj^^^cstion is force-
fully made. It appeals to a common ex|)erience, but in-
stead of associatin<j,' the emotion which is aroused with
all collars that do not pei'mit the tie to slip easily intr,
place, the readtr connects the t\'elin;4' of condi'mnatioii
with the most prominently displayed word in the adxir-
tisement, which is the naiue of this collai- tha; is sup|)ose(l
to ha\ f the \rvy o|)pos!te (|ualities of "slidc-w ell."'
Another well-known poster repi'csents a yiiest at a
itsfanrant talile. 'I'hc waiter has evidently lii'ouuiit him
il I M I till i^ I 1^ 1 »
altitude while re_iectin<4' the bottle. Above the picturi
^
rSVCIIOLOCiV OF .\l)Vi;UTISIN(i
51
m
i^ ilic name of I'r.v "only desirahle kind." The inten-
tion of the advertiser, just as in the other ilhistration, is
t(i eriale a feehno- of (hs^nst for all hrands not liis own.
Hti!. |o;^ieaIly, as hat nnist really hai)])en is that the reader
,isM)ci;ites the inner feelin<is of rejection sn<^<4ested hy
tin picture, with the advertised name of the nianufae-
iiiicr's own ])n)duet, eonspienonsly printed ahove the
i^iK si's dis<^"usted face.
t-k Dnicis for maliiuj .slronycst .siif/f/rstion.s'. — The
|i(i\\er of suj^'^cstion is most sneeessfidly used when all
parts of the advertisement hleiid with tile final pu ,»ose
i.e.. the creation of the motor im|)ulse to l)uy. There
arc four |)rimary devices to he kept in mind if the
strongest sn^-<j^estions in this resjjcct are to he attained,
riic first is the suggestion of relial)ility. Any exay-ger-
atcd attempt in this direction, however, will otdy create
suspicion, and the presence of distrust destroys all tend-
( iicics t<^ carry out the action desired hy the advertiser,
llnw important any element is that stron<vly sug-gests
tlu fieling of jonfidenee may he seen in the j)ractice of
making- this the hasis of the trade mark. One of the
'ii st examples of sneecssfnl suggestion is the represen-
tation of the old Quaker in the advertisements of a well-
ixiiowii brand of oat meal. i\nothcr ecpially suggestive
anvertisement is that emj)loved by an insurance com-
iMMv of a picture of the rock of (iihraltar as typical of
its own strength. In a recent attempt to discover tlie
attractive element in the advertisemt lit, a successful ad-
\i rtising manager received 2,()()() replies. The answers
(if tile ma iority of the readers clearly showed that the first
tiling thev looked foi- was e\ idencc of the relialiihty of
llie goods, the firm, or the medium.
\ M VI M Ml Ue\ llf en IM 1 \ ,(,-.-.1 >» l.m n Hill
; 1 K 1 1 I
' V .'^ I I \ t
\' t linn- oi ri'liahi
lit'
IS
iiat
autliori
tv
It
IS,
Ml
II
ifM
11
Al)Vi:i{TISIX(J
reality, a special (lc\ ic-r for indiicin!^ contidciu'c in tl
ic
Avarcs advertised. Jii the reali
II of oratory or the pro-
tessioii of teaehinn- this device is al)sohitely essential.
The teacher nnist si)eak with authority, or his conclu-
is SI 1^ litest ions ^o
icre is also i>reat need of
sions are taken with liesitation and h
unhetded. In advertisinu- tl
inijiressin^- the prospective hnyer with a feeling- that the
advertisement speaks with authority. This is espe-
cially important in financial advertisemc^its and is <,a'?i-
le use of ii
ers and directors
erally employed by hankers and others, hy tl
lon^- list of the names of inlliiential otlici
in connection with their various aiu
louncements. lint i
the most extravayatrt use of this device i
s seen in the ad-
vertisements of patent medicines, the test
imonia
Is of
pul)lic otHcials, ministers and o])era stars heinn- especially
pronn'nent in all such advertisi!i<r. The latter also H-^-
ure i)rominentlv in all other classes of puhlicitv, r;in<nii<r
from pink ])ills to pianolas. They seem, in fact, to he
an authority on all tliinos pertaininn^ to human emoti
)ilS.
). Su(ffic.sii()u induced ht/ repetition. — The thin! I |
method that
IS commonly used in arousino- suij^nestion is
H)^^
isers (lenv
that of repetition. ^Nlany successful advert
that there is anythiny- like ])sycholony connected with
their ])articular method. They even hoast that tl
have violated every princi|)le of advertising' as set d
lev
own
hv tl
leorr
1
little unattractive advert
or example , one advertiser points out tl
iseme
nt, 1
ISO s
lie
///•(■ — onlv a
few lines lon^-, with !io attempt at prominent displj
reason-win
'>r anvthinu-
ly,
l)orderin,L;' u|)(»n haluncc,
symmetry or -uuncstihility. Another business man
scouts al llie id( .1 nf needino- authority or rcliahililv as
])romineni factors. Iiy ref'erri in- to the success of a cer-
tain shoe adxciliseiiient wli- re not oidv the piinciples
ot composition ai'e disregarded, as well as m
0.-5L OllKT
th
^
I'SVCIIOLOOV ()!'■ ADVKKTlSINCi
53
the 1
!•()- I
iai. -^.
In- ^
«" 1
()| J
the ■;;
pc- .|
r a ^
\vt '
ul-
of
lly
' < p-
lur I. ,^
- F
DC
lis.
nl
is
iiy
til
cy
Ml
ilr
a
|)iiiici|)k's, l)ut wlicre the piciure of a bald-liejuled man
IS thrown in, with whom I'rom a i)syc'hoIo^ical })oiiit of
. irw it is (htlicult to assot'ialf the shoe trade. To ehneh
iIk ai'^imieiit a^uaiiist the j)ossihihty of em|)loyin<4' psy-
chology in the tield of advertising-, the theorist
Is (Hiveti'd to note the resuJts ol)tained ])y the
iM.iiiiifaetnrcrs of a eertain taleum powder. What con-
met ion. they ask, is there hetween a ])hoto^rapli
"I a Itristly-liaired, swai-tiiy-hearded in(hvi(hial
aiid tile virtues of a (hiinty ])o\\(ler for the skin^ Tlie
siiU^iiNtion mi^^ht he anythin<4' hut hodpfnl in its effect
ii[ii>ii |)eople's desire to huy this particnhir talcum
jinwder.
Although these advertisements show a disregard of
tiiany things that mi«^ht j)rove lielj)ful to them, they
have, however, employed one of the strongest methods
of indueinn- a su_<4<^esti()n. Advertisements that are
St (11 day after day have an effect upon tiie mind similar
In that made l)y daily contact with our associates.
Mras which at tirst are repellent may, hy constant rep-
1 1 it ion. hecome more acceptahle. Many iiu advertise-
iiKiit j)roves a failure upon its lu'st ai)])earance, l)ut
Liiown familiar with its face, we first "pity, then en-
ihiii', and then emi)race."' It is said that the face of
(iirhard Mennen is piinted more than 10(),(){)(),()()()
times a year in the advertisements of Mennen's Talcum
I'nwdcr. niakino- him a rival of tlie i)osta^e stamp. A
photograph for every man, woman ami child uixmi the
(nntincntof North and South .Xnurical It is upon the
1 lower of suggestion induced l»y repttilion that the husi-
iicss man bases liis results when he uses insertion after
itiserti<>n in tb.e s?nne u?>d ditlVren.t uuhlicMt ions.
U\. Sii(/(/('fiti()!: liij iufcrviicc. — A fourth URtluxl of
inducing the i)ros])ective i)urchaser to huy is a comhina-
64
Al)\ i:KTISlN(i
ti'
iiii
Mm.
tion of tlu- otluf metliods. It may be c-allod su^fj^cstion
l)y inriTiiicc. Hy lliis is meant tlic pi-occss hy wli'di
tile a(l\ei-tisemeiit l)i-iii;^s the I'eader to tlie desired C( ii-
eliisioii. without directly referring to eei'taiii (|ualitie>.
\irtiies, or heiieiits of tlic ,i^o()ds or sei'\ iees adxertised.
A readei- who is di'awn thus to the advertiser's eoiielii-
sioii is hound to it hy the whole I'oree of his own e<^()tisni.
lie feels that he has nasom-d it all out himsell', that it
is his own idea. The recent address of Attoi'ney
Johnson hel'ore the Vipreme Court in the Standard Oil
Case illustrates this method, although (inployed in a
ditt'ereiit Held of endeavor. In referring to the suli-
jeet of unfair competition he said:
'"Is tlurr ,1 kind of soft (•('iiiju'tition, ;i I'ickwickiaii compoti-
tiori, ;i kind of kid-^lovc x.iriity wluff tlicv jiiNt coinpcK' so
iiicclv lliat it won't hurt? (linrr.il Slu rinan usfd a word in
drsciihino; what war is. I won't use the word in your Honor's
j)rtsiiut' l)ut that is wliat conipctition is. Vi't llicy coniplani
hi'causc we undersold si/nieoiie."
'I'liis melliod of leading to a conclusion hy indirect
suggesti»)n well illustrated in the advertisements of
those firms who must meet strong comjjetition, but
who know the had impression made uj)on the ])ublic by
a direct attack up(Ui a competitor's products. The
"I'ostum Cereal" advertisement, whicii indirectly sug-
gests that yoni- loss of sleep and ap|)etite is due to
coM'ce, is an advertising masterpiece. It does not argue.
It simi)lv suggests sleeplessness and cod'ee and then
iiatlers the ivuder into the associatiiiii of the two by con-
cluding: "There's a !( ason." The addition of the i)ic-
li!!-,. ,,{' !!i.> ki'i.dlv old diictnr i.'iirth.er strenolheiis the
conclusion by its own iiKhrect suggt'stion.
47. Whlif rcldl'unis of jisiicJuiUkiji (iikI I)ii.sin('ss\ —
rsv(;iinT.(H.v or Ai)vi:K'risiN(i
.);)
The attempt in tV.s clmpt.r has not hecn to cxpoun.l a
,,„HpWte thu.rv of a.lvcrlisino.. Tl.is wouM be a most
aMVieult luatkT, .eeause there is still so miieh that is un-
, ,„„vn ill vc^^rd to the aelions of the mind an' the emo-
tions. Still the ioreo-.,ino- pnneiples eover the main
points of eontaet between advertising an<l psyeliolouy.
TJK. advertiser should be eontinually on the lookont tor
, uTV indieation as to whether a ,m eat number of people
,a,„;ot be ai,l)ealed to thmno-h th. sai.u- emotions or in-
stincts at anv oiver time. A list of these mi-ht be ex-
„„l,,l i,uK litelv, but sympathy and the .nst.nets ot
proprietorship, self-i.reservation. aapusit.on, creation,
association and curiosity are leadin- ones. Appeals to
Mich emotions mav be discovered if a little analytical
attention is given to the various advertisements ot medi-
,i„c. food, clothiuK, tirearms, and so on, m any man-a-
im' 11 is not possible to tell exactly ^vhat r. suit will
,llow a oiven line of advertising, but the testimony ot
n„c successful advertiser ujH.n this point is sigmticant:
\11 tl.o c,n..ti..n~ .,f die huiuM-i nice ave laved upon, a])-
p,,l..l t.,, coax..!, rultivatr.l a,ui utiii/ed. Tl.e u.an ul > ean
t, 11 „u.>t ..earlv wl.at one thnu>an(l ,■ M'' ^^111 tlunk upon any
.iv,n topic will eonie neare>t to pn-au. - successlul aclur-
ti-ing.
\H. Help obtained from p.y/chological .s/»J/V.v.— The
sliidics of the professional psycholooist are adding mcw
•Material everv vear for the use of the advertising man.
\nl ,.nlv adver'tisers, iait nun from all lines of business
n-e watching for further suggestions from this direction.
Professor lli'go Muensterberg refers U, this point m
the following way:
•n,o experimental stu.lv of Ihe ronnnereial ,,ue.ti.,M may
(l„,llv l.Hn- new el..arnc.ss into the nlatiuns of trul,. and law.
■^
ff
I
ADVMUTISINC
'I
<> <rivo one illu>tr;iii()ii
fi
om m.'inv,
iii.'iv inciitioii
tl
ic case
<)(' <'(iiiiiiu rcial iiiiit'il inn. l'".v(. rvoiu' who Ntudlcs [|
IC CIUI
11 rt
i(>traint iil' \v:u\v hcconics iiiipri'^Ncd with thr loo-
r:it>s and
v.i;4'ii('in>N I
if tl
i^al Ideas iii\(il\iil
hi'i-c
in^ iioMhcrc
a (li'finitc standard. In i)ii\
nm-
is favorite article the
pur
tliaser IS some
ord( r no
t, t
times expt'cted to exert the sharpest attent! )ii in
o he deceiM'd liv an i.nilation. In utlier cases, tht
court ^eenis to consider the purchaser as t
te mo
st
carelo:
stuj
'i'l
person, u ho (
an 1)1' tricked h_v ;\n\ superficial simihirity.
le evidence ol
le trade witm
an (
ariiit r;i rv
fact(
If so-called ordinarv purcliaser clia:.<i-es lu
ntir
h
civ ui.relial)!
mental (juahtiis witii every jud^e, aiu
1 it
for
til
I'sei' wiiether a c(
rt,
iln lahel w il
construed
hie t(
as an unallowet
set'His im[)ossi
imitation of tiie otiier or as ;i similar but ludependeut trade-
marl
In the interest of ])s\clio]oo y apjilied to commerce and lahor,
I h:i\'e collected in iiiv lalioratorv a lar^-e niimiier of
uhu'l" show all jiossiiije decrees of imitation. I
is evident that the similaritv of form, or col
specimens
n every case i
or, or name, or
})ackin^ is used in a conscious way in order to profit from the
reputation «;f another article wlii( h has won its popularity by
(joality (jr l)v advertisement. I have a bottie of Moxie ainonf
a (lo/en imitations of similar name
s, m
bottl
es ol snnilar sliane.
and V, ith the beverage similar in color to the successfu
tised Moxie. 'J'omato ketchups and sardine boxes,
iiy
Cl
adver-
garettt
cases a:
<1 talcum jiowdcrs, spearmint ojunis and ]}\\\\f tobacc(
;love laiiels and vaudeville ])osters, jiatent n.edicines and gela-
iius, appiai- ii; i
nt'
^tino• twin and tri{)let for
ms.
Tl
le ciira-
rette boxes of I'.gyptiau Deities are acc()n'})anled by tin
I'.-yptian I'nttiest ;uid the K;4'yptian Daintiest: Kupena ;.tand-
at the Mile of I'ernna ; and the Pain Kx])eller is jiacked ;uid bo*
I ieii
Kill
er.
Not .'i few oi' the specimens of my imitation museum have
kept \\^' lawyers busy. \ et all this is evidently at first a case
v>imie JMOOieiil IKIOII^I lo I lie p>\-
■liolony of reco;^iiition. There would be no difficulty in pro
dueiiin' in the laijoratory condition
s under winch
tl
le mitital
I'SVCIIOl.or.V OF ADM'.UriSINd
) (
principles involved could he rcjH'atid ;in.l hrounl't under exact
oli-rv.dion. Many obstacl. -. would have to l)c overcome. l)ut
(Hrt.iiulv liic c\j..rini<iit could dctcruiinc tlic d.o:v,' of dilH-
ciillv or case witli wincli tlif rcco^nution of a certain impres-
sion can he .secund. As soon as such a scale of the dc<rret'S of
altrntioii \vcre ^r.iincd, we couhi have an ohjcctive .^andard
and couhi dctcruiine v\ 1 ■ tlier or no. o nuidi .dtoution was
ii,r(li(l to distin-iuish an unitation from the ori^inah Then
«v mif'ht fim! hy ohjectixe mctliods whetlic-r the viUa^'e tiru^
>torr or oar lack of att.nCon was ' i hlame when we were anx-
ious for H M'l''^-^ <»^ M.>xie and the drrk o;avf us, instead, the
lirnwii hitter fluid from a bottle of Noxie, Hoxie, Noti-Tox,
Mndox, Nox-ail, Noxem all, Noxie-C'ola, Moxine, or Sod-Ox, all
,,f which stand temptip<rly in my httle museum for uppli'-'d
l,-.vcholorry.'
McClun'n Maaatint', August, 1907.
CIIArTKH 111
ADVKHTISINC; TECHXHn'F-
■fO. h*il(ili<i)i of t/ij)(>(/raj)Jr to advi'iiisiiuj. — At best
the altciiipl l<i eoiiM'v our kiiowledn*' to other people
i*;ills short of eoiuplete aeeoinphshiiielit. Xo niediiiin
seems to (ari'v without some (hstortion ideas as we led
and Know them. I'i\t.ri the ph('no<4'raj)h, tlie most exaet
repnxhieer ol' iiiairs spoken thou^^hts, <^\\vs them r)aek
(lepri\i(l of the (piahty of flexible resonanee which
oidy tile human oi'^au of speech jan impart. Since
man's intellectual moti\es outstrip all means of express-
ing them, it devolves upon hii'i to [jcrfeet the niediuiiis
so that tliey may accomplish their work as completely
as possible. L'irst a.mong tlie mediums tVom the advei-
tisei-'s j)oInt of view is the art of printing. 'I'he adver-
tisers suggestion or argument will ac(juire or lose force,
c-Uarness, and directness in pro|)orti()n to the litntss of
the typogi'a|)hy used in the construction of his ad. Tlie
di\ ision of labor in the printing olHee has meclianicali/t d
an»l specialized t!ie ])rinting trade. Says mw wi-iter.
"Now all is system, know ledgt by the giace o\' foi-muias
and figures." The "all i-ound" piintcr has gi\cn place
to a scries of specialists the "ad" compositor, the maki -
.ip man, the pressman, the |)ress feeder, the machine
op( -aloi'. etc,
it is therefore esseni'.d that the adxcrtlser know
something o|' the printing tcclini(pie which \ii\' l\cs llie
priinai'y rnli s ol' c(.iiiposit ion. of |)rop(iit ion. of balanii
arxl of p'. rspecti\e. It is necessary that he be abli' \i>
:.s
: i
.'^
Al)\KH'riSlN(i 'i'K( IIMVli: ■,{)
pass iiidepcndent judniiu-iit upon tlie cluiracter of work
to l)c turned out by the |)rintci'. His motive is strietly
iit"'i'ariaii, l)iit lie dois not wish tltat the shal't of his
', v"' he tiiriie(i aside hy inartistie priiitiiiu- froni
_,• strai<'ht to tlie hull's eye of the reader's eoiiipre-
I ..on. ir the ])rinte(' a<ivertisenient is to he i)ro|)erly
lialaiieed, the eoiiii)ositor must ^ive attention to the se-
l((ti(in of ])roper tyi)e, its most skilU'ul arranj^'ement
and a earel'ul distribution of the white space and black
iiil;.
.")0. Poitit ftj/Nlrm. — The ])rintin<r trade offers uiaiiy
excellent illustrations of eoid'ormity to the tendencies
ol industry in general. The division of labor mentioned
abisve, the development of new and specialized machin-
I ly. the or<'anization of tyi)o;4raphieal labor unions are
the most tyi)ieal of modern industrial o- nani/ations for
the oi'catest economy of operation. Ii is not strange
dun that here also we lind in an ■.idvanced sta<;e the
jMoccss (»f standardization. To save i)rintcrs the addi-
liiinal lal)or and loss of time occasioned by ditVerence in
sizes of type which were the same in name and style, the
t\])e foundirs adopted a uniform standard of measure-
iiMiit. Thus standardized, it became known as the
' |t(.int"' system and all tyjjc foutiders now follow this
standard in castinj^- their tyi)e.
Tin- size of a letter has reference to its length I'rom
tlic t'lp to the bottom of the tvpe face, but under the
m|(|( r svstem this icn^lh nii^ibt \ary fiom foundry to
tuMndry althouidi Ihc same name and slyli- woidd 'le^
■ ■\\v]\ to the letter. Utiicc if an advertiser orderid
luo ditVerent nonpareil types he would probably dis-
iu\er di'V<'rences in the appearance of the two advertise-
ments residtin-^- fr'>m the smaller size of the Kthrs in
the one. although the style would be ihe ^anu in both.
Mi
CO
ADVKliTISINCi
ir
Eacli style of type is now standardized, tliat is, it always
hears tiie same fractional relation to the inch. iVeeord-
in^ to this system the inch is divided into seventy-lwd
parts and eaeh di\ ision is ealled a "point."' So a style
designated "six-jjoint type or nonpareil is six seveiity-
seeonds (,«i-72) of an ineli in de|)th and all type
I'onnders, all printers and advertisers should know on
just what size to count when nonpareil or six-point is
designated.
Confusion, however, may still arise since the ])i-inting
"face" of a type is not its actual depth as laid down hy
the point system. An illustration will make this fact
clear.
J
....< — .y
%
1. I pI'iT (i^'iin- shi.w-. t\|H> fail- aiiil l>:i-.c nf 7< Jiniiit
an<l :((i (loirit
■J l.i'« T liruri' .-liiiu , ImmIv iiii Iimi.I, ).;i\iii>; a \ u\s n(
t Ih- fai 1 ami ipl (p r Iral urcs.
II
Al)Vi:UTISIN(i TKCIINIQUE 61
'I'he 1)asc uhic-h Irtl- is (Mv. inch, determines the si:/.e
,,f this type ..hieh is the unit of comimrisoiK It is
railed Ti'-point. 'Vy^c ^vith a base of one-half ineh is
known as .'}(; point and contains just lialf as many
points as tlie former, lint it will he notieed that the
■M-intin^' face is not .'juite an ineh. in ]v\\<^\h. In ;\ '^i^-
ineh point type it would he about three-eighths of an
inch. This cdlows one-ciohlh of an ineh for the
•shoulders" toj) and bottom. Vet type makers seldom
\arv from a common si/e of letter.
:)1. Tiijx' ih illness staiulurds.— Auoihcv measure-
M'.cnt Mas found necessary to be standardi/eti the
thickness of t'- ' -pe, i.e., the distance from the base to
the i)rintinK surface. The term "type-hi^h" is a])plicd
Id this feature and embraces not oidy the thickness as
api)lied to type, but to all cuts, borders, plates, etc.
The standard established is .918 of an inch and the
j)uri)ose of establishing a uniform thickness from the
hase to the ])rintinK I'^i^'^' '^ '" ''^ ^^"■^' "' '"^ al)S(»lutely
|< \cl printin<4' .surface.
The following- table shows the different sizes of type.
Two nomenclatures arc used, since ujidcr the old system
.,r nieasm-emcnt the si/c of ty})e was shown l)y it , name
this: nonpareil, pica, canon, etc.. and these names .still
p. rsist alon*; with the new system indicating lypc sizes
iiiMJcr the i)oint system.
,,1 ■ V Hrilli.int
;5' ^-pniiit
, 1 " ,. l)uilll()ll(i
- ■ « •'""■'
;,!.. <■'. \j;,it.-
.. 4i N()iii).t III!
U '
I. Miiiiuti
I
J. t. Hii \ u r
(J ,. Hoiirj^i'ois
M:-
6S
ADNKK'l'lSLNG
10
11
14
16
18
04>
Hi
HH
30
aa
36
40
44
48
60
it I.<.ti-- 1'
.SiiihII I'l
rmicr
I r
Inline Nonpareil or I'ici
M
i!ic .MiiiKin, or
i-:„u-i
i>h
;Mim- IVail
H
rc\ ur. or ( 'o'.iiiiiliiai
;} line Noiiparril. or (inat I'l'in
..'.'line I, oil"' i'niiicr. or I'ar.ijj"
jMlnc Small Ti
ur
1- line NoMjiarcii. or Doiihic 1'
5,'-liiR' I'.n^-I
KM
;)-iiiic Aoiipan
1-liiif Hri\i( I-
.(Mine Nor'.pari'il. or I^i-lliic (it. I'rlintr
Doiiiijc l'ara;;(m
T-liiic Noil j)a>'iil
. 4-liiic Small I'ica. or ('
OKI
H-Jiiii' Nonpanil. or i-liiu- I'ifii
!) line Noiipari'il
r
lO-li
lie NoiipaiTil, or .)-litK- 1 ica
l;J-Iiiu' No'ipanil, or (j-iiiic Pica
, .")•_'. Mcdsur'nKj h/f cms. 'l\\v point systerii does not
■ 3|M''>' t" ^'"-' iiK'asurtiiR'iil of type wlun the width of the
i iri(li\ i(hi;il letters of the k-noth of a line of iy]n' arc i on-
side ri'd. 'I'>'l>e founders follow a certain standard pro
portion hut thei'e is not sullieieul uniformity to enal)le
the practice to hf I'-jdueed to a lule. I""or this reason, a
ieller of eeriain si/e ( its h'lioth alone liein^- considi yc(\ I
may he much w id( r in one style than another. Tin
followino' hues s( t in different st\ ies. hut <'onf;iinin<!' the
same nund)er of lellcrs of the same si/.e. iliustralo tli! .
diM'ercncc.
The Alexander Hamilton Institute.
i I
i ( The Alexander Hamilton Institute.
i
AOVKUriSlNC. Tl.C 1IM<.>IK (^'-^
This .linViTiK-c in the w='tli of iacTS is also ol)scrv:il)lc
.: Hnu tlic same stvlc o'" , pc Although printers have
,,l,,,v..re(l to reduee tl.e variations as n.ueli as possible
, ,c are still -reat .lifVerenees. To speeify a pro-res-
.Nf increase in wi<lth Ix yoiui a certain standard, the
, , ,ns lat. .road-faee,!. expanded aiul extended are nsed:
k.uise a progressive decrease in ^vid!h is designated
tlu. words standard, lean. eDiidenseil, and extra eon-
' used,
.71 Elxpanded ^-*
M Standard
M Extra Condensed '""
Tlu. use of fhese different letter ^vidths will make a
oH.M ditV. renee in the ap|.earanee and the nnniher ot
V orns in a line of type. 'l"luis the following hne:
The Alexi'iidcr IlaiinUon hihlitnte
oivcs a very dillVrenl inii)ressi..n from the one below,
IThe Ale^cniuier Hamilton In^tittit
U.eanse of th. variations in width of the styles o
1, thrs and f.-r other reasons i)ertaining speeitieally t(
l.rintinn and the printing trades, the measnrement o
li,K' of Ivpe is eo.i ,-led in terms of "ems." It is i
prinler's term for his standard ol line measnrement
Ivuh trad, lias its own peeiiliar name for its standard o
mcMsm-ement. Thns the .lealer in fiiv wood estimate
tlu- si/e of his wood pile in term of -eonis, ' the sa.lo
nrfons the distaiuv at sea in -leMnues." etc., ele. Ih
,,,,Mler has adopt. d a simple standard ..f eompntMij
,)„. .linunsions of i,is work by sel.elin.u the s.p.are ..
Ilic I \ lie bod\ .
f a
6^
ADVKKTISLNG
5.3. licasons for adopt Inn of "cm" ns- standard.—Jiut
since each size of type has a (hfferent s(|iiare, it was
necessary to select some one of the many sizes to serve as
a unit to which all others could he reiluced. The one
considered most convenient for this jjurpose was the jjica
style. Since the l)ody of the letter m was the most uni-
form, the s(|uare of this jjartieular letter was chosen,
hence the name "ems." Thus in the measurement of a
hue of tyi)e, no matter what style of letter, the length
is reckoned so many "ems ])iea." These terms are
easily translated into popular lantrnage since there are
6 ems pica to the inch. A lir.e of type then, 2 1-6 inches
long (the width of an ordinary newspaper column) con-
tains 13 ems pica. This is found l)y multiplying the
numher of inches hy six. For convenience, rt^ady ref-
erence, and quick determination, many advertisers keep
a tahle at hand wherehy they may deterim'ne at a glance
the numher of ems in any given line of type.
A
illlC ()
f .'^
' !^ '
• I) 1
^-;
iiiclics lon^ roiitaiiis 1 ^! cins
it
ft
11
u
1.1
.4
1(>
ti
17
a
18
4.
1!)
n
yo
ii
;^i
kb
oo
ki
'i;5
a
.'n
ii
?.'.-,
k(
!^()
(k
.'.>7
>(
ilH
kk
W.)
kk
ADVKRTISINd TECllXIQUE
65
Siicli a table is especially valuable to the trade journal
advertisers. These papers vary considerably in the
width of their columns. For instance, Hie Electrical
Aye lias a width of column measuring 2' ^ inches or 15
ems; Tlte Iron Age, 'lY^ inches or l.'J'/^ ems; The
American Klevator and drain Trade, 4e'-]\ inches or
•.'8'._. ems, while The Roller Mill has columns of two
widths, 21/4 and 3';'i inches or l'i\j. 'I'ld 22^/. ems re-
spectively. The columns in the po])ular magazines are
of a uniform w idth of 2-;5 inches or 1(5 ems.
M'. Spares in printing. — Jiut type alone is not the
sole thing to be considered in the composition. The
s])aces between the letters and between the ending of one
sentence and the beginm'ng of the next and the distance
Ixtween the lines must be provided for. This spacing
is done by means of pieces of type metal, copper and
hniss. These "spaces," as the pieces are called, vary
in size, ranging in width from one-half point to three
eiHS. The narrower pieces, one-half point made of
c()p})er and the one-point made of brass, are used chiefly
to justify the lines, i.e., to make the lines come out so
evenlv tiiat thev mav be locked finnlv in the forms.
The wider spaces are known as .3-em, t-em, and 5-cm
spaces; a .'J-em space being l-.*J the width of an em and
^n on, i\n em is, as we have seen, the s(piare of any
size oi' type.
The still wider spaces are known as "quads." The
.\-(luad is the smallest of the group, being 1 o of the em-
qiia*], while the other pieces, called 2-em and .'}-em quad-
rants are double and triple the M-(juad in width.
SPACES
I I I I
Hair j-em 4em i <'m Kn i-em
Spare hpare Spare Space Quii yua.l
IV -5
■ PItl
66
A1)\KUTISING
For sj)acin^ between the lines, thin nicUal strijis arc
used. These are ealled "leads" and the ])r()eess is called
"]eadin<)'." Since they vary in thickness the strips are
measured by means of the ])()int system, the smallest
l)ein^ one-point '>r \-7'2 ol' ati inch and th.e largest,
.3-points or l-'JJ- of
an inc
h. The 2-point, however, is
the one most I'retinently used. If a thickness p-tater
than .'J-poinl is needed, a metal stiip called a "slu<^" is
used.
.}.). Selection of ijipc shcs and .sli/lcs. — The average
reader pays very little conscious attention to the various
lines which make n|) the individual letters of a word.
Still the human eye has its ])rejudices and for some
reason or other, ])rol)ahly because of legibility, it has
^ivcn distinct })reference to the Roman type. Refer-
ence to the specimen books of the ty])e foundries will
show that nearly all of the current styles are based on
the lines of the Roman letter. For this reason the
body ' matter of "he advertisement should be printed in
R
tv
Th
)ther f;
)f t^
that
Oman
may be used for display unes, title pajres ot hooklets,
catalofifucs, folders and so o?i. But even here the selec-
tion of other than Roman ty , should not be hastily ile-
cided upon.
The selection of type requires considerable judj;-
ment. Tiicre are prol)a!)ly ci^ht to twehe hundred
styles of type and this joined with the larnc number of
different sizes makes the "lay-out" of an advertisement
a ditlicuit matter. One writer, Mr. A. M. Stryker, ad-
v'ses the following:
' r> 1H' is (ii\iilc(i Inid Ivvii I'Lis-.!",. 1. "FJoilv" tvpc is nsrd in scttiriff
tlic liiuly ur rcadiii^r porliniiN ol' aiU, [icrHidii'aK, aiid Imiiks. .'. "Displ.iy"
type is iiM'il for litMiliiifrs, suhiicadN, "catvii lines" (ir liius to he niadf
htrikiiigly prominent. Tiicse two faces tiiflcr even when both are of the
t>aiiie stvlc.
•\\x
ai)Vi:ktisi\(, tik iink^hi; 67
It Is well to (.mtloii tlic t)o<;iiincr tliat in making tlic "lay-
oiif of an ad lie >li()ul(l not attempt to iiidicatf the si/cs of
\\\tv in wliicli each ])art of the cut ire ad is to he set. To do
tliis successfully re(|uires a thorough' knowledge of types.
Start hy indica! iIl^• tiie sizes desired i\,r ihc Iieadinn-s and pv..i-
cipal display lines, ^ avin^- the sizes for the oilier j)arts to ho,
.selected \)\ the eonipoMior. If you make nn'-takes. don't mitid
tile "know in;^'' ^niile of tiic comi)ositor, for you are learning
siiini lliin;;- — you may he al)le to "show" him presently. After
you have become familiar with ty|)es, measurements, propor-
tions and results, vcni can sidect the sizes for tlie entire ad.
Ill:
:i (
linl
')(), A(1v(inl(i(jc of a ti/j)C sjx'cinicn. — The advertiser
ay oiitain considerable aid in this direction by having
t liaitd a ty])e specimen showing tlie si/.es and styles
ariic'd hy the printer. It wouhl t)c impossible for most
inns to carry all the different styles and sizes of types,
lit lach will liave a selection l)est fitted for its individual
Miiposes. liy arrano-ino- these specimens into lines of
■njiiinn or two columns in lenoth, preferably tlie latter,
lid indicatino- beneath each specimen line the size in
nts and the name of the type, it will !)e easy to esti-
!iiate the inimlx r of letters for a given S])ace and to
select a desirable style or size for the advertisement.
.")7. Ksthniitc of letters in f/ivcii .spans. — The follow-
ino' sugof.'stions will be found hel[)l'ul in selecting a
inMj)er style (d' ty])e and in estimating the number of
letters for a given space.
I. Select a poj)ular display type used by ad setters,
"i wliich the following are good exami)les:
Cheltenham Bold.
Hdncocl<.
Winchell.
Caslon Bold.
JtM
68
ADV FJITISING
Gothic.
PlymotitH,
Post. •
DeVinne.
Lithu Roman.
2. Set introdiK'tovy luadings in 8-point if the body
type is (i-poiiit. This (Hfrereiiee of two points for head-
in<r.s ami ho(hes e:iii he ^eiierjilly followed. The si/e
of the headin^r should he in harmony with the style and
size of the body.
3. Use 6-point or a lar^rer si, ■ for the body of an ad-
vertisement. Smaller than 6-{)oint is not advisable un-
less mueh matter must he erowded into a limited spaee
and the ])aper is of a hi^h printin^j quality.
4. Knii)loy 8-i)oint for single eolumn siib-hcads, 10-
point for two or three eolumn sub-heads, and 12-point if
a greater width than three eolumns is desired.
5. For display heads use
from 12 to 1 8-point, slnrrlp column
" 18 to ;50-poiiit, two columns
" Jii to ;K5-poiiit, three columns
" 3() to ()()-j)oiiit, four columns
6. Printers seldom carry display tyi)o of a size smaller
than ()-point. the most eommon sizes being 0-point, H-
])oint, 10-point, 12, U, 18, 24, 30, 36, 42, 48, .U, (iO.
and 7"2-i)oint.
7. In computing the space that a head-line »;U oc-
eupy, allowance should be made for:
a* Space between words which counts as one letter,
b. Ditt'erence in the width of letters of various styles.
8. Uy following suggestion 7, a table showing the
-^
^.
ADVKUTISINC; TKCIlNK^rE
fiO
a\ I rage number of letters in a line 2 1-C inches wide may
he constructed/
Average mniibor of letters per line
Tvne size All caps Caps and lower case
l^-polnt IS
14
IG
\H
4«
15
Mi
11
9
i
()
i
19
17
1")
11
9
8
5
9. If it Is desired to use a type size larjrer tlian (»0-
])()iiit, which will be but seldom, wood and not metal
tvpe must be ordinarily relied upon. Few sliops carry
the lar<,^er metal tyi)e, although it is sometimes cast as
large as 7'2-point. The wood type is made in multiples
(if 1'2-point or pica and its different sizes are designated
as 8-line pica, 10-line jjica and co on.
.■58. Borders. — Type foupd.ers have designed a great
many variations of borders and since they are made of
t} |)e metal and set like type, it is natural that the i)oint
system of measurement should be applied to them also.
The principal brass rules used for l)orders are shown on
|iagr 70.
Many of the earlv borders designed by the founders
:!!•. no^v seldom used. The advertismg man can make
his own designs by getting suggestions from the printed
i'nnK IS of advertisements appearing in the daily papers,
• atalogues, magazines, etc. It is not always necessary
to eoi)y the border. The same result may be obtained
liy cutting out the piint, pasting it on a cardboard and
.\rniii}rfil from tlatii jriNcn in " I'tic Advtrtiscr's 1 laiidliook," i),igc 7,5.
MICROCOPY RESOLUTION TEST CHART
ANbl ti"d ISO TEST CHART No 2
1.0
I.I
li^MTA 12.5
Iffl^u InnPH
11 111^
Uii BIA 11111 =
1: ' i^
WWfc.
mil 1.8
1.25
1.4
1.6
/APPLIED INA^GE Inc
rk 1 *609 U'jA
- Phon»
■7
70
ADVEHTISINd
then luivinn- it enlarged or reduced by pliotographing
the desh-ed size I'or the etehiig.
BRASS RULES
II
Hair
Lino
One
Point
Two
Poirt
Throp
Puillt
Four
Point
Six
Point
Eight
Point
Ten
Point
Twolve I'oint
i^l^ViHHIMilHiiHHI^HHi
Fi^lilton Point
■■■■■■j^^BMH^M
Two Toiiit ParAllcl
Three Point Parallel
I'our Point P.iralli.l
Si\ I'oint P.ir ill. 1
.')*.). Mtii-siircniints jar ml\irlisiiif/ sji(uc\ The pnic-
iic.d kiiouifdm' ()!" sume !>!' the printiiin- tcc!!ni(|tie :!^
Liiven ah()\i' is of \ahie to Ihe adxiiiistr in his tstiiiia-
tiitn of eosts, hi Aiiuriea. the ad\(.rtis(r |>a\s for li!^
s|);iee so much per "a^^ale hue.""' .\i'eoi(hnLi' lo tlii->
' riiiv i: lint llir rc^ruliir M^'lilt■ I\im-, ',' . pninl, l.nl ii, u .j.np.T ii>f«t<- ty| ■■.
ADVERTISING TEdlMQl'l'
71
N\ stem 11 line of newspaper agate is 1-U part of an inch.
It makes no difference whether the advertisement has
more hues ])er inch, which may l)e the case wlien smaller
t\|)e than agate is used, or fewer lines ])er incii, when
laruvr than the standard unit is used; the space nuist he
pnid for on the basis of 14 agate lines or one incli.
Oidy after long experience can one tell oif-hand the
fiuiount of space a certain number of words will occupy.
Tlie modern newspaper and magazine practice of run-
iiiiig a large amount of display in various sizes of type
lias made it <[uite impossible to do more than make a
oood guess" as to tiie number of words that will go into
a delinite space. However, in j)lanning matter which
takes several pages, a table like the following may be
iist'ful:
TARI.E I
MMIIKR
Ol HDHDS
i'cr 1 1 iip.itp liiK"., one
I 11 AKM If.H or IVl'K
IVi- s
juare Inch
iiilimiii wiiU
', -2h inclifs
Solid
Leaded
Soliil
I .fiult'd -
ii-|i(iint, NimjKirci!
47
Xi
lOti
S7
T-piiiiit. Miniiin
:w
■j:
s:,
lii)
'' |ioiiit, lift'\iir
•Mi
J I
7.'
:,\
'1 |ioiiit. Hourffi'iiis
J(i
JO
(i;{
i7
ln-|)oiiit, l.()ii)r I'riiutT. . .
^'l
k;
47
'.i(i
n-|M>iiit, Smiill I'U.t
17
u
:>^
SI
! '-noiiit. Pica
!t
11
31
-'5
CO. Pvinliiiij [ihitcs for aJiCrtisiiKj. -Auumg adver-
iMHir nun and printers, jirinling plaUs are popularly
1 iii.un as '"cuts." 'i'lurt' are seven different kinds of
these. 'I'luy are /iiu- (tellings, half-tones, wood-cuts,
elt(lrotyi)(.s, kad-iiiohhd elnlrolypis, niekcllyiKS,
sill l-l'acrd electrotypes and stereotypes. The first
.■< point. ■riii> iiitMMiniiHiit is iisnl ill iuws|iM|)(T.s, iii.iifn/.ines, ami in
^oiiic trade journals, Mo^l Ir.ulf JmiriMls, Iionm'mt. nuiisiirc .iilvcrtisiiiff
"-p.iec by paites, fractioniil |>,irts ni pa^rc-. ami liy iiicln-,, the iia^^f IkIhk
ilnnlfd into halves, (iimrt'Ts aiui ritriiiiis.
I'alile arranged from i
(l.'iti
AilviTtiscr's 1 1 iiulliiiok,"" jiatfe 4.>.
m
1
"Leaded," i. <• , liius ^i iKir.itctl li\ .'-|>oiiil U;ul.
It
ADVEirJlSIXG
three of these differ from the others in that each is an
()rif,nnal pUite while the hist live are reproductions of
these three original plates. The zinc etehin<r, coninionly
called a "line-cut," is etilied in zinc from any line or
stip})le drawing. A })rint from a zinc etching is char-
acterized by the fact that it contains only blacks and
wliites, the effect of tones being pnxluced simply by the
use of light and heavy lines and by dots, which is some-
times spoken of as "spatter work"' or sti))ple. These
line-cuts are made by the i)hoto-engraving processes.
Since the proeess for zinc is fundamentally the same
as that of the half tone, it will be described somewhat
in detail.
()1. y/inc lichinc/. — The essential instruments and
materials necessary for producing a zinc etching are the
following: the drawing or other c()])y fastened to a
board, a camera, a long frame in which the camera is
placed, a powerful electric light, a zinc plate with a
highly polished surface, a glass jdate for holding tlie
lilm, a shallow tank and the inks, acids, de\elopers, etc.,
necessary for developing and etching the plate.
The ordtr of procedure in this process begins with
placing tiu' board upon whieli the copy is fastened be-
fore the camera, the two luirig within the long frame
and so ari'anged that the eanu la may be moxcd forward
or bai'kward in older to gel the |)roper enlargement or
reduction of the copy. The correct position for the
camera in (»rder to ol)tain a Jiegative of the right size is
easily found by measuring the image of the copy a^ it
ap])ears on the ground glass of tiu' <'amera.
The copy is now in position for pbotograjjliing and
iiourrful ('lectric jinhts are tlirown noon the eo|)V.
9
i
I iiig
T
lis Hisures a clear and strong negati\(
1 sii
ati\^
After th.'
ni'gative has been d<,\ eloped, the lilm is given a coat in;
X
ADVERTISING TECIINK^UE 73
, ! a solution made from collodion and rubber in order to
t,,nnl,en it and is stripped from the f^lass and placed in a
^Trse position on another ^dass where it is allowed to
dry.
Tlie zinc plate now comes into the i)rocess. Its
MiK.oth surface having been thickly covered with a
imhlv sensitized coating is placeil m a strong frame
Till its sensitized side up. Then the glass plate with
\\v tilm side down is placed u])on the zinc. A clamp is
pr.t about the two and they are to.;ether exposed to the
'o\uvv of an electric arc. The liglit causes the exposed
paits of the sensitized coating n\nn\ the zinc to develop
aiul adhere tightly to it. Of course, the light acts oidy
upon such parts of the sensitized plates as are under
the t'-ans|)arent ])arts of the iilm.
At^er taking the zinc from the frame and separating
it tn.iu the glass it is jn-epared for its first wash. This
1> (Idiic by coating it with a thin layer of ink which is ap-
plitd bv a soft roller. The zinc is now })ut in a bath of
water and washed. This operation removes the ink and
inating from all those parts where the light has not
( aiiscd the sensitized coating to adhere to the zinc dur-
ing the previous operation. The water having washed
au ly tlie ink from the portions just mentioned, a per-
mI |, lint, although in a reverse position, is left upon the
/me.
i;2. licndu for chhiinj.—'Vhv zinc is now to be pre
"m
red for the elehin<
\s soon as tb'- plate is dried it is
(Itisted with a tine red powdi r called "dragon's blood"
which slicks to the itiked ]>arts of the plate. Nex» the
plate is held over a ilame until the powder melts and
glazes over the ink. This is done to make the ink adhere
more closely to tlie plate and to protect the luideriying
zine from the action of the acid. In order to protect
74
ADVERTISING
the back of the zinc phite, a coat of asi)haltuni varnish [,
a|)j)h'e(I.
The plate is now ready for etehin^^ and is })hiced in a M
siiallow tank containin^r a sohition of nitric acid to re-
ceive its first '-hite." The acid eats or bites away all
those i^ortions of the zinc not protected by the ch-agon's
l)lood. The eating })rocess is aided by a nieciianical M
contrivance which rocks the tank and so permits the
acid to run over the phite from one end to the otlier.
However, as soon as the acid eats away the zinc from
between the hnes or protected parts, it also begins to
eat under the edges of the lines. This would soon de-
stroy the light hnes and if it were allowed to continue any
length of time, it would weaken the bolder lines also so
that tiiey Avould break off during the ])rinting process.
To avoid this, the zinc is soon removed from tlie bath
and given another coat of powder which is applied witii
a brush. The i)late is ilien ready for the second ''l)ite,"
but just as soon as the acid begins to undennine the
hnes again, the i)late is removed and given another ap-
plication with the brush. The ojjcration is repeated
mitil the zinc has been given four bites. This coni-
|)letes the etching so far as the acid j)rocess is concerned,
but the plate has still to be thoroughly cleansed of all
acid and of all superfluous metal around the cut, and hr-
tween widely se|)arated lines. The plate is now
mounted on a wooden or a metal base, care heing taken
to make it just type Jiigh.
(I.'J. Mdh-iii;/ a half /o//r.— The j)roeedure in making
a half tone is mwdi the >ame as that followed in making
the zinc etching. The iiist ditferenee arises wjien the
copy is ])hotographe(l. A screen is interposed between
the copy or print and the negative plate. These
screens are very im|)ortant in the j>rocess. Thev are
ADVKirnsiNG Tiu'iiMQn:
75
-t.
siniplv clear plates of ^lass wliich are ruled very ac-
niratelv in tno directions, the ruled lines crossing each
,,tl.er at right angles. The screens are named according
to the nuniher of lines per incli. Thus there are CVline
sr-rens, 8.5-line screens, lOO-line, rJO-line, VMiAmc
screens, l.)0, etc.
In photographing, the light from the copy must pass
tlnniigii the screen hefore it reaches the negative.. The
lines, by cutting otf some of the rays, cause the negative
to piiotograph in dots which correspond to tlie light
,„,iti()n of the copy and in cross lines and in mass where
portions of the copv are in shades and blacks.
In developing the negative and in transferring the
image to the metal i)late, the same methods are followed
as in the case c^f the line cut, except that where a line half
toiR' is desired a high grade of copper plate is used in-
.t(a(l of zinc. The latter, however, is often used for
, ,,arse screen half tones, as it costs less and is more easily
(tehed.
There is a difference to be noted when the halt tone
plate is taken from the frame, as it is not inked. IIow-
rv. r. the surface of all the parts not to be etched is
ui\,n a hanl finish by holding it over a flame and the
hack is coated with a preparation similar to that used on
ll„ line cuts. When the coi)pcr plates are ready for
etching, thev are i)laced in a solution of iron and given
only mie "bite" and no more. In this condition it is
called a "flat half-tone." These are not finished cuts
since the work reciuij'ing the greatest skill is still to be
perfornu'd.
\u order to get striking contrasts in totie which cannot
1„. obtained bv etching, a still further ,)peration is per-
tonned
Tl
lose par
Is of the i)late that are to be dark
arc given a coating w
iiich 'X'W resist the action of acid
I
1 -A'
'-.11
!*":•
76
ADVKU'IISING
and are put into the hath ao-ain. Tlie dots and lines
are tlius made fitier sinee tlie aeid eats away the unpro-
teeted parts ahoiit them. Those parts of the plate
MJiieh contain the hi<rh lights are treated directly by the
acid which is aj)plied with a camel's hair brush, great
care being taken to wash off the acid at the proper
moment. Although tlie operations of finishing, mount-
ing and tooling are similar to those in making tiie line
cut, yet more care and skill is necessary. The excellence
of the half tone depends largely upon the tooling. A
skilled engraver using the most delicate engraving in-
struments performs this work with the aid of a magnify-
ing glass, through whicii he follows the dots andlines.
04. KiiuLs of cop// for ctchiugft and half toncs.~A
half tone may be made from ph()tograi)hs, wash-draw-
ings, directly from tiie object, or from a.iy kind of copv
inchiding line-drawing: but a zinc etching can only be
made from a black and white drawing. Oidy ulider
very favorable conditions can a few dark colors be used.
(5.5. Cost of etchings and half tonc.s.~A considerable
amount of labor is recpiired in both these processes and
very little mecham"cal aid of any kind can be used.
Traim'ng, skill and j'.'dgment are necessary elements
in cut making, which therefore becomes expensive.
Many advertisers in spite of this buy cheap cuts. It
is a good idea to examine well those" made from zinc,
since it is much cheaper to etch shallow than to a proper
depth. Sometimes on account of poor workmanship,
the fine lines may be entirely eaten away or so weakened
that they will crumble as soon as })ressure is i)rought
ui>on them in the i)rinting press. Such cuts generallv
cost less, and the reason is evident, '['hf !,vp.-<!:r^ t>:-j^-
I zinc etching is about six cents i)er scpiare inch. A
cut measuring .3 by H inch
es
and containing iO scpiare
xVDVERTISING TECHNIQUE
77
I -
iiiciics would cost -$2.40. However, a minimum price
is set by most makers and all sizes of 10 square inches
or less are charged for at the uniform price of GO cents
;i cut.
Tlie making of a half tone requires more skill than
llie making of a line cut and conseciuently it takes a
joiigcr time to make and costs more. A slight error
may compel tiie workmen to start the work afiew from
tlic beginning. Not understanding this, advertisers
often accuse the cut makers of being unnecessarily slow.
Although half tones can be made in six hours, better
K suits will be obtained if two or three days are allowed
tor tlieir production and delivery.
The average cost of half tones is about 18 cents per
Mjuarc inch. At this rate 40 scpiare inches would cost
XT. 20. Here, too. there is a mininuim charge of $1.80
for all cuts containing 10 square inches or less. Where
two or more half tones are made from the same nega-
ti\e a discount of 2.5 per cent is usually allowed for all
■ duplicate half tones." This allowance is supjjosed to
cover the cost of making a negative which in such a case
is saved.
m. Importance of the ''screen"— The printing qual-
it\ of a half tone plate depends upon the coarseness or
tiiKuess of the screen before mentioned. It is impor-
• iiit. therefore, to decide upon the paper upon which a
l"M.k is to be printed before making the half tone
plates.
The same is true of plates to be used for advertising
l)urposes. The quality of paper used by the j)ublica-
tioiis in which the advertisijig is to appear, should be
considered before making the plates. That is, if half
tones are to be printed in newspapers or on a si'uiiar
grade of stock, 65-line screen should be used. If the
n
ti
ai)\i:ktisin(i
|>ai)(r runs a liltic iRtlcr, lOO-liiic scrcrn may he use.]-
\\liilc I'or (lie ordiiiai-y lirtiou inagaziiie I:^()-iiiie screen
is best adapted.
For booklet Avork on fairly oood. coated i)ai)eT W.i
line screen should |,i. ,,sed; while on \cry fine ••■rades (if
|»;i|)er excellent results may he obtained with 1.30- or
e\en I7.)-liiK- se'ieiii.
(1) Cut made with Cj-liuc ecrccu.
(3) Cut made with 120-liiiG screen.
(2) Cut made with lOO-line screen. (I) Cut made with ISS-line screen.
'I'he plates printed her.wilh show different screens
from 0.5 to J'.i'.i. The dots h.inw- much wider apart in
the coarser screen makes it possible to ^-el a oo,,d print-
i> in t
tiie ti
^rrcei
(lilail
(>7.
nil h<
a re\
eliuT;
ly |.l
• if tl
The
the ]
at'tei
cnt.
|)l(>y
niui
imie
trnt;
ill t
elec
cut
prci
or 1
ing
lice
whi
orij
hcc
nie
,)h:
mo-
^^'
result on tlk' low nrade ])aper.
hen the surface of the paper is liard and cl
can as it
X..
ADVERTISING TECHNIQUE
79
1, ill tlie better grades, it becomes i)ossiblc to print Avell
tlu' tiller screen. It will be noted that in the tiner
,,,.,, IIS we obtain a more perfect reproduction oi* all the
,1, tail ill the object.
(,7. jroo£/-cw/.s-.— AVood-euts are enirraved by liaiid
,„i l,..x-Nv.)0{l. In earlier days the design was drawn in
a iTNerse position on the surface of the wood and then
niMiaved. To-day, however, mr)st wood-cuts are made
l.y photographing the design ui)on the sensitized surface
of the i)late and then engraving the picture by hand.
The shading or "tone" is procured by manipulation of
the lines and the apportioning of white space, much
after the method employed in making copy for a line-
cut.
C.S. Impression f///.s'.— Various substitutes are em-
l)l(.\ed for the original cuts in order to reduce the time
and cost required for making zinc etchings and half
imus. The commonest of these substitutes is the elec-
tintvpe. Of these there are two kinds, differing chiefly
ill the methods by which they are made. The name
electrotype is applied to the reproduced half tone, line-
cut or type matter when the mold which takes the im-
pr. >>ion of the original cut is a composition of beeswax
or n/okerite.
GO. Production of clcctrotj/pc.— The process of mak-
inn' an electrotype is as follows. When the wax has
l.tni applied to the half tone, an impression results
which shows in miimtest details a representation of the
oriiiinal cut. This impression is called a mold and it
heroines the basis for making the electrotype. By
means of brushes the mold is dusted with a very fuie
]ihinii>ago and then ])laced in a bath of muriatic acid,
\\;iter and sui])hate of copper. By muuiis of aa eiectrio
current passed into the solution, a chemical action is
HO
ADVERTISING
I t
-: i
'• }
1 !
created. The result is that a thin coatin<T of copper is
deposited on the mold. ^Vilen this cojstin^ is thick
enougli, the mold with its adhering shell is taken from
the I)atli and tlie wax is removed by hot water.
The copper shell is filled with metal, and when the ])riiit-
ing surface has beeti made ])erfectly smooth and even, it
is mounted on wood or metal and is ready I'or the
printer.
It takes about four hours to i)roduce a good electro-
type that will stand a run of 1 ()(),()()() impressions with-
out injury. If the process is hurried in any way, a
weak copper shell will be deposited and this means a
short life in the i)ress under the wear and tear of jH-inl-
ing.
70. Mailing the finer elecfrotijpcs. — If a harder shell
is desired than that offered by a deposit of copper,
nickel is sometimes used. The plate is then called a
nickeltyi)e. When well made, clearer print results and
it will outwear the copper electrotype. The process ol
making tiie nickel type is the same as for the copper
electrotype.
A still further refinement of the method of electro-
typing is foup.d in the use of the lead-mold for the re-
production of original cuts. A print from a lead-
molded electrotype is clearer than the copper electroty[)e
and can seldom be distinguished from the original half-
tone without the aid of a magnifying glass. Lead-
molds are made by forcing sheet lead against the face
of an original cut. Great pressure is required to obtain
a sharp impression, six-iumdrcd tons being sometimes
applied. Consequently, type matter cannot be electro-
typed by this process. Lead-molds are treated to a
chemical process differiiig somewhat from that accorded
to the wax mould, but the resulting shell is the same,
L$
.i)\i:iaisiN(i Ti'XiiMQrK
81
( \(X'
ptitig that the former are si
lU
1 to ])c harder and to
n|\f better i)riiiting results.
" 71. SU'irotffj)C.s.—\Vhvn cheapness is \hc essential
iUiii and a tine reproduction is not recpiired, another
process called stereotypino- is employed. A stereot\ pe
is made from an impression or mold taken from the
niioinal cut, in a comi)()sition formed of papier-mache,
wiiile in a pnlpy condition, the papier-mache is rolled
uiMiii the oriKii'ai cut until the imi)ressi()n is made. Tiie
(111 is then heated until the mohi is dried, whereupon the
nit und mold are separated, and the latter, often spoken
,,|' as the "matrix," is tilled with molten metal. When
(doled, the stereotyped reproduction is mounted. This
■matrix" may be used for making stereotypes fifteen or
sixteen times'. Stereotypes cannot he made of the finer
lialf tones which use a screen of over eighty-tive lines
per inch.
7-J. Nctv styles in nercspapcr illustration. Ben Day
p,-f,ccss.—lt may be well to mention at this point
the difference between the problem of the magazine
arlibt from that of the newspaper artist. The maga-
zines use a finer quality of paper and greater pains are
taken with the ])rinting than is generally the case with
iuwsi)apers. The problem presented to the newspaper
artist is a difficult one. The paper is coarse and the
stnxo plates only imperfectly reproduce delicate half
in IS. Even with line drawings of the usual kind only
in.lilferent results can be obtained, and the simple out-
line drawing, which is generally successful from a print-
ing standpoint, soon becomes monotonous and is apt to
.ell its story only to those who already know.
To meet the demands of newspaper conditions, artists
are iiivino' niucl ' • ■■ •■
»f diawing which will prove as e
ffective hi its sphere as
il I
4
IV— 6
82
ADVERTISING
the beautiful and artistic work of the nia^^azines. At
present the Ik-n Day process is in hi^jh favor/
7;}. Other methods.— A rival of this style, however,
has arisen through the efforts of Mr. Cieor^^e I^. Hunter,
of New York, to develop a style tliat will not only be at-
tractive when printed on the cheapest of pai)er and l)y
the most rapid i)ress, but that can resist all ordinary
efforts of the engraver and stereotyper to eniaseuhite it.
The problem of the artist consisted in proihicing a
cut that would contain no sohds to bhu" and blotch.
This was solved by producing' shapes by the direction
and fre(iuency of lines oidy. Not only lights and
sh.adcs were thus obtained, i)ut by the use of thin lines
contrasted either by the direeuon or number, even color
values were secured.
The two ilhr.trations giv n on page 83 show tiie
merits of Mr. Hunter's style.
The illustration of the sofa shows how directly and
simply the story is told by this method. The rug group-
ing not only brings out the same (lualities, but illustrates
how successful the artist has been in getting bala.ice
and proportion in his display and yet keeping the space
relations and the relations of units simple. It may ho
further noticed how the straiglit linos of the background
in the rug picture give viJue to the contrasting liius
that form the pattern. Says Mr. Hunter:
A distinctive feature of the stylo is flafiioss of Mirfacr. The
advert JMii^' part of tlie ordinary luw >i)ai). r i)a-v eoiiMsts of
1 This is a y.rrtcc::'i for ^li.idin- nn.l u;j>i,linjr iinr cu[^. I! is .'icromplislird
|,y in.'.ins of uortxluj: on ;i (l(sij.'ii tiimii-li .i s.imtrMiisii.in nt (•.•lliiloid slirct
iM-iriiijf llif sii.i.liiitr tii"-s in niii-f whuU .in- illl^.■(i «illi :\ li,in(i roller.
Whin iircsM-ti on the (opy in llir |il iii-. ihsirc.l thcM' inltctl lines niiikr «
jM.int. ArUsls smnrtinif, i.ro<lii<.> m \\-t\ Pin joI. l.y iKin.i, init liiis. wii.-ii
niu- work is re.iuireil, wiy be ilwiu nmdi n.^rc .juu Uly mu\ iIumi'Iv by the
jiliolo (ti^rriixer.
ADA'KRTISING TECHNIQUE
83
1, ;,n.l valkys and peaks and promontories. Every advertiser
Irs In. r to "rise above liis iiciglibor. My advertisements are
I I : !i " ! W i ii;"Jl | l l ||ir i i ii ' !*|l |i !'i " ' M!"M '! ' ' r
My
■<?'i-«ri!^ '•'.
*J:::
ii
/.^-r^f-^^gi^ jr^jL^A '^^.sii n vij.Sf :r>:^ ^^:
at -.r^as.-^^^SzrS'^.
A Xl.\V SiYI.V. IS N'f.WSIVMIU Tl.l.rSIHATlnN.
Courtflsy
,if t!ii- I'.iM.-K.TH ,,f .I.Ji.T/i'i'ii; ,in,! .^((/intf.
int.nlionally low and tla! I), aiitifnl i.lain. Ilmt o, t ace.ntuatrd
liv tin- surroundinfj; niouMtain^.
If most MiM^jtaper adverti^enu nts were m ij
llir!
ifiltid tfibte,
81.
ADVERTISING
I .'idiiiit tli:it sort'ccliiti'' would !)(.■ an cflTrotivc w.'iy in whicli
attnut
not ICC
l)ut at a ])irio(l v icn had taste is so ramp/iiit,
^oud taste lias the charn, ol" novelty in addition to its intri
beauties.
tlMC
71-. Cost (,f reproduced y>/c//('.s'.— Stcreotypt's, nickcl-
iypi's and elcctrolypcs arc ('liar<,a(l for according to
si/.c, (luantity and nioimtiiig.
The cost per square inch diniinishcs as the size of 'lie
plate increases. According to the standard electrotype
scale, an electrotype containing one s(piare inch costs "J.'J
cents, while one contaiiiing .'}(> s(iiiare inches would cost
ordy SI. 19. Combined with this scale is a system of
discounting which allows changes in tiie price to be made
without altering the scale itself. It is done by varying
the discount rates which is a siinj)ler process than arrai;^--
ing a new j)rice scale. The usual discount is about oiie-
thiid of the scale j)riccs. The prices as (pioted are for
line-cut mounted electrotypes. 1.') per cent should he
deducted when unmounted cuts arc desired. If wood-
mounted copper or nickel electroty|)cs are made of half
tones, 2.') |)er cent and ."iO j)er cent resj)ectively should |
be added to the scale ])riccs. If luimounted, it will he
10 per cent less. Jf nietal-tnounted bases are desired,
then scale prices should be iticrcased two and one-half | '1
times.
Stt reotyoing costs may be computed from the scale
for ( lectrotyping by deducting the discount and then
making a further allowance of -'."> per cent to be taken
from tile I'cmainder.
7"). Kinds iif jinpcr. — The ad-.crliser should ha\e at
least a genenU knowledge of paper and its uses. The
cheaper grades are made (diietly from a mixture c'lu-
taining one part of sulpliitt' liber to two paits of ground
wood filler. Sindi |)aper c.innot be used for higii gjade
wiirk
face,
iiiiic.
•-iiiall
Tl
cot to
tiiiisl
tiiiisl
\c!j;el
the 1
cxpe
n-rad
A hi
hnlln
lia|H
cale!
cnile
■fh.e
"tlKI
. With
( \cti
7«
liool
le
iiior
tiiii^
S. (
tral
slioi
UiUi
eiro
hcs
'I
'-'S.
X
ADVERTISING TECHNIQUE
85
1
uiik, as It is ver>' porous, and has a rough, uneven sur-
face, and turns yellow within a comparatively short
iiiiie. For these reasons it is used for type matter, not
Miiailer than (J-point, line-cuts and the coarser half tones.
The medium and hcst omdes of i)aper are made of
cotton and linen rags; hut the metlod hy which it is
tiiii>.licd has much to do with its printinjr (jualities. One
finish known as '"siziii;,' is composed of a resinous,
\<!,r,.tid)le suhstance and when api)lied to the surface of
tlir paper renders it impervious to ink. For the most
e\i)ensive grades ojelatine is used, while for the lower
jiiades and for cardhoards, clay is emi)loyed for sizing.
A hlnher finish is given to paper hy ironing it hetween
IhiIIow metal cylinders heated with steam. Thus the
paper may he marked "S. c^ C." if it has hecn sized and
calendered, or "S. & S. C." if it has heen super-cal-
(lulercd hy having hecn given an especially high finish.
riie various kinds of finish have special names. In the
•(iiameled," hoth sides have l>een com])letely coated
uith clay and glue; while the "antitiue" has a soft un-
ot ri surface.
7(5. Hook and print papers.— \s the name indicates,
liodk paiHT is used for hooks, catalogues, magazines, etc.
t ■ The cheaper gr
at
les are made of wood-pulp while the
1)1(1
re expensive grades are comjHiscd of rags. Varioi
IS
tinishes are given to hook ])ai)er, si
R
■h as S. .^ C, S. .V
S. ('., cameo, anticpic, enameled, hut if half tone illus-
trations are desired, only the hcst enameled papers
shdiihl he used, as the anti(|ue will not take u tine half
I I tiiiie. l^)ok iiapcr is a!sn ustd \\>v the lutter classes of
circulars and other forms of advertising literature to
he sent through the mails.
The common sizes of l)ook j)ai)er arc 2 1 X 30, 2.')
M8.
-'K < 12. and .'12 •: it inches
Doul
)lc sr/cs are also
/
86
ADVERTISING
made in which the sizes run twice tliose of tlie above, a^
'M X 48, etc. 'J'he weights ran^rc from .3.5 to 140/
Print j)aper is used j)rinci|)ally for newsjjapers, jxKst-
ers, hand bills and tlie like. The colored i)()sters whidi
are used so extensively for out-of-door advertising an
made of tinted print papers. The usual sizes are t!if
same as the book i)ai)er sJieets, and the weight range,
from 2.J to 100 pounds.
77. Covir paper, Bristol hoard, Manila papcrn.—W
though the name indicates the use to which cover paper
is generally i)ut, nevertheless it should not be implied
that its s(jle usefulness from the advertiser's point uf
view is so limited. It may be effectively employed in
niaking maihng cards, novelty folders,* hangers, etc.
For the pur])()se of getting valuable suggestions as to
f«)rm, printing, and color scliGmes, the advertiser will
often find it useful to have on hand a large assortment
of samjjle cover stocks. These will be furnished free
"i' cost by any large wholesale jiaper house. There \>
IK) way in which the ingenuity of the advertising uiaii
can be given a wider scope than in finding new uses Inr
cover i)ap(r and in originating new and striking de-
signs. WitJi the line enameled stocks, the most delicate
ftfccts can be obtained. IJy exercising care in tie
seleclion of the proper tint, a three-color etrect may he
b.id by tlie usi- „f only two printed colors. C'i.ver
|)aper conns in Ihice regular sizes: 20 X •'")
221^ X 281 ., '>'.\ X ;{2l .. 'I'he weights of thrse'sl/e^
are r. sp,cti\ , ly. •_>() (,, loo ,,o„nds. •_>(> (,, i._>() ,„,„(i.K.
The MMi il
' Wiipl.t iimmlly means llu- mirnlMr of |„,mi.ls I,) l|,.. rem
"<'<.im1" Ims ,'>()() shcrts to the rrMiii.
J",.,"'""*"' '"',''''' ','"'.'"■"■'"■ '"■'• 'I""'''' '" '^^" "■■•'.VS l.y the p.M.n.l .,n,l ^
V i.A'- !••:■;! !- ::::!=. ri!,jr, thf- f..!l<nvinjr sfjcrificut ioii.s should Im- jrivrn. the 'M
naiM.- nl' tin. Kra.i.l or MKikcr. tl.r .i/r of ll,r .slirrls, 11,,. „,.;.!, ,, (■„„ I,. ^
tiiil or lolor.
)lV III
.X..
ADVERTISING TFCIIMQUK
87
1,-) to 7.5 pounds. Some of the less usual sizes are:
.,>:, X 40, 22 X 3i, 22 X 28, 22 X 28l,o, 24 X 30,
ISi^l X 28, 18 X 28 and 2') X 28 inehes.
Hristol board is made by pasting sheets of paper to-
ovlher, each layer being called a "ply." As this process
was first used in IJristol, England, the name of that city
lias attached itself to this kind of cardboard. Its al)ility
t,, fold without breaking determines in great measure
the grade of this paper. Folding Bristol is given a bet-
t. r Hnish than the ordinary kinds and may be usecl for
announcements of a particular nature. The ordinary
white Bristol board is used for signs, business and mail-
ing cards, etc. The size is 22 X 28 niches and the
u. iglit may be as high as 100 ])ounds.
Manila i)ai)er is made in two colors, white and buff.
It is used princii)ally for mailing booklets, catalogues,
, ic. Tiie common sizes are 22i o X 28l o and 24 X. 30
incites, the weights ranging from 80 to 100 poinuls.
7S. Qiialitii'fi of pajn-r.—By consulting any good cn-
( vrlopedia, one may find information in regard to the
i^roeess of making paper. It is intended here to simply
lall attention to the (lualities whieh depend upon the
IMoccss. Paper Is made of fibrous materials that are
ni( ivly pressed together. There is nothing to ii«>Ui tiie
partieU's in contact except the adhesive power .>!' pres-
sure and the glutinous (lualily of the sizing. \o spin-
I ln^■ or weaving [)roeesses are emi)loyed j'.s in the mak-
■ 14 of cloth; consi(|Uently any change of teii:perature
,,, liuinidity pnuhiees a ciiange in the "cohesive eciuiiib-
liunr' of the fibers and the pai>er either shrinks or swells.
Ibit as it is more hkily to stretch cross-wise than later-
allv since the libers increase in tliiekness more tlian m
lingth. tiie sheet increases m wKJlh ratlier tiian in
I. nnlh. All this must, of course, be allowed for by the
m
s.minm*%a
ii
88
ADVERTISING
j)rinter, and sucli allowance often taxes his skill and re-
sourcefulness. ]Much, therefore, depends upon the
paper nTerchant. It is he who controls the j)aper in
stock Avhile awaiting the orders of the advertiser or
printer. These should know under what conditions of
temperature and "seasoning" it is stored,
Many kinds of wood-j)ulp ])apers deteriorate in
storage hecause of the action of the moisture u})on the
resinous acids contained in them. Otiier papers are
damaged hy heing kv\)t too long in stock because of the
tendency of the fibers to arrange themselves, thus de-
stroying the individuality of the i)ai)er which depends
upon the satin and glove finish. Colored papers are
seriously affected by careless handling in storage.
Heat and light cause them to fade. In the case of writ-
ing paj)ers such as bond and linen, it is found that the
best work upon them is out of the question unless care
has been exercised in thoroughly seasoning them. That
is, all this ])ai)er should be kept under similar conditions
of tem])erature and humidity for the same length of
time so that each sheet may have the same homogeneous
(jualities. W possihie, the conditions in the press room
should not vary from those obtaining in the store room.
From this it may i)e seen that a merchant who kee|)s all
kinds of ])aj)ers in one room cannot furnish tlie best
(jualities for every line of advert isino-.
Two other simple precautions will give an advertiser
good returns: (I) I'apir should be worked with the
grain. ('_') In scjuie classes <<!' advertising it is mnelt
better to use the wrong and not the rigbt side of tlic
paper.
7*.>. 7V.s7///r/ ijfiijcr, — Kverv ;idver?ic.fr sl>.o!!l<l l:!>!>u'
IwAv to a|)ply simj)le tists for determining the fitness of
papers for s|)ecitie iobs. Mr. (ieorgc l-'reneb in his
1
XX
ADVKR'riSINd TECHNIQUE
89
.k "The Art and Science of Advertisin^r" <rives the
ill
ili()Win<; s
unn-estions on the testing of papers;
I
>u;illv
printing- p;ij)ii- nciulns a surfaco adapted to reco
ivo
t!„ iinpnssioii of the type, ratlur than orcat stiviijrth or much
~]nu^. It is impurtaiit that the paper sliall he free of aeid,
.Ikali and elilorine; that it lias no uncooked wood or H^nieous
matter: that the slieet l)e opatjue. To properly test paper it is
iKcessarv to have: A pair of scales, a dial-face micrometer
-aii<re; a Mullen stren^Hh tester, apparatus for holling water;
IV.. M;lass beakers: small bottles of nitric acid, red litmus, Congo
1,(1. Mlver nitrate, solution made of three or four crystals of po-
t i^~ium iodide dissolved in an ounce of water, to which is added
riic or two crvstals of iodine: a l)ottle of this soluti i:
I'lilorogluein ~ grains
!).") per cent alcohol ^-^ ^'■^'•
Colic. Ilvdrochloric acid ^ ^"-c.
'I'd test for ground wood and liguin, wet the paper with a
i;M|> (it the last mentioned solution and fdlow it to dry. If
■ :. (.Ihilose Is pure the color will not change: If it contains
uMul ii,,l j)roperly cooked It will tuni a light pink, and It will
turn from a mottled to a briUIant red if the ])aper contains
tj,n>nnd wood.
'i'o drtcct the presence of acid, alkali, chlorine or starch, tear
,1 pl(ce ol the })a])er III shreds and l»i)il in a beaker with just
(iiough water to cover. Cool the licjuor and iiour it Into four
(lili'.riiii hrakers. Into one gla-.s dro}) a minute bit of Congo
iv(|, and if the llcpior turns lilue it indicates the })reseiice of
;ui(i. Into tlu' si'cond gla^s dip red litmus paper, and If it
turn- l.hie there is alkali in the paper. 'I'o the third glass add
thru drops of nitric acid and tl-.rte cry>tals of silver nitr.ate,
.nui if there Is chlorine in the paper there will form a white
precipitate. To the fniirtl! ulass .add a drop of the iodine solu-
tinn, and it will turn blue if starch is in the paj)iT.
t'"r diir.it)ility, tear u sheet in halves. Tut one-half in a. dark
90
ADVERTISING
(li'iiwor and tlic otlur in s
unit
fflit. After two
weeks conipait.
the color, and test for strei;<'tli on the Mullen tester.
To test the
t(
th
to the ti
and note if
tongue
the moisture is (juickly absorbed or remains on tlie surface; ur
make a wide lino on the paper with pen and ink, and when the
ink is drv exa'iiine the edij^es of the line and the reverse side of
the paper, to note if the ed<res of the line are sharj) or if thi.'
ink soaks through..
To detect clay in ])aper, burn a piece and nab the ashes in tlie
fingers.
To detect dirt, bold the sheet before a light and mark each
spot ; count the spots and compare with a standard sample uf
same grade and size.
To judge of the formation of a sheet, hold it to the light and
look through it, or tear it in different places and both ways
of the sheet. If properly made the sheet will tear evenly, and
will not look cloudy.
To judge if a sheet will "fuzz" in printing, rub it with Hie
coat sleeve and look across it toward the light. If it is "fuzzy"
the fibres will I)e plainly seen standing on edge on the surface,
(Tnis test is not infallible. .There arc papers that are difficult
to print on account of the "fuzz," but which endure this test
successfully.)
To determine the way the "grain" runs, cut two strips one-
half an h\A\ wide by eight inches long; cut one lengthwise the
sheet and one crosswise. Lay one on the other and bold by one
end between the thumb and finger, and note if the top strip
><uppo!-ts own wt Ight or n sis on the undL'r strip. Reverse them.
'I'he strip cut with the grain will show itself stronger; that eiil
across the grain will sag more.
Streiig-th of paper may bf jinlged by tearing it, but it can
only lie sat i-.f.i('ti)ri!y determimd l.'v using a tester such ;<s
Mullen's.
To judge the opacity of paj)ir, lay two sheets over printnl
mattir and note through which the t\pe cnn b' more plainh
seen.
ai)m:utis:n(; teciimquk
91
. !*-■■%
ini>n.
look
iu>s oi
icross
slu'ct-.
the surface of ii
sheet held
To jud^e of the f
1, vel with the eves.
To Hiid the thick
in^r" .juulitv, fold It twice and inea,ure it hi the nucronieter
and so i>
tiiii.ite its "1)U
Ik-
irauirc
HO. Ilotc to fujure sfoch.— In getting out liooklets,
catalogues, etc.," the advertiser ^vill liiul it convenient in
estimating the cost to have a simple formula at hand.
Suppose it is desired to make a hooklet with a page sr/e
4 inches wide hv inches long, and the advertiser wishes
to k!iow how nuich stock will he rcpiired to produce
10 000 hooklets of 12 pages each.
It is ohvious that each leaf in the hook must carry four
paoes, also that anv Ixx^k must have a numher of pages
whk-h is a multiple of four. A hook ot ten pages, lor
c xample, would not he practical as there would he two
1, aves carrving four pages each and an extra leaf of two
,,ages whiJh could not he hound in and would have to he
uhKd on. In figuring the amount of paper recpiired,
Uarefoi . the unit of measurement will he a sheet 8X6
c:,rrying four ])ages 4 X ('>• A hook of 12 pages wdl
(diitain three of these sheets 8 X C.
HI Fonnuhv for dticnnimng m::c of paper and cn-
suiuq tcash'.-'Vhc si/e of pa],er selected will depend
,,,H.i\ the amount of waste resulting from cutting out
this size sheet. As there are several sizes easily oh-
tained, the advertiser should try the various sizes as
viven on the previous page, to determine which will eul
must economically, that is, with the least waste.
24x:3r»
8x{)
(Size of paper)
(Si/e of ii.'in-i" rciuiired)
3X0= IH I
)ieces wi
Innit waste
N
92
ADVERTISING
The first trial in tliis case produces satisfactory results,
since there is no waste. The result is obtained l)y divid-
ing 24 ])y 8, which gives 3; 30 by (5 which gives a (luotient
of 6. This shows that the 18 sheets 8X0 may be cut
from a sheet 24 X 30 without waste.
Since each 12 page book will re(iuire three leaves
8X0, 10,000 books will require 30,000 sheets. As eacii
24 X 30 sheet cuts out 18 8 X pieces, the 10,000 books
will require 1,0()G of the sheets 24 X 30. It should be
noted that a reasonable margin should be allowed the
printer for spoilage; this quantity depending upon the
nature of the work.
In order to illustrate the case when waste appears in
cutting, the following example is given of the number
of pieces 0X5 which can be cut from a sheet 24 X 30.
Solution :
24x36
6x5
4X7
(Size of sheet)
(Size of piece required)
28 pieces with no waste one way, but one
inch waste the other
It will also be noted that this is the most economical
way to cut the paper in this case. If the figures of the
size of the page had been reversed, the result would show
in the following solution:
24x36
.5x6
(Size of slicct)
(Size of piece)
4 X 6 ^= 24 pieces with 4 inches waste one way
Yet many times by reversing the iigurcs as above,
waste may be avoided, since by doing so the upper fig-
1 i-f •_- i 1 r 1 1 • I' I ■ 1
iil'L'S iiiC Ui'Oiigiii; iiilO iiiij rCitli ii <[i lii iii-'il
V..t|ltttl yr
n'.'arly ccjual multij)les of tiie lower figures.
There are many api)licati()ns of this principle and by
;i
'*^.,
ADVERTISING TECHNIQUE
9S
ii little experience in actual practice it will be found easy
to adopt it to many reciuirenients. For exanip'e: How
lai^c a sheet will be retjuired to cut IG pieces, without
waste, each piece being G X 9 inchest
Gx!) (Si/c of slu'ct required)
4x4< (Factor.^ of IG, tliu iiuiuber of pieces)
'Zi\'Mi (Size of piece)
In every case where a i)ook runs into many pages the
pinhlem of binding is an important one, and the printer
who is going to handle the work should always be con-
sulted as to size of sheet best adapted before the paper
is finally ordered.
This formula, however, will be found very practicable
as a method of getting at the approximate cost of the
si;;ck.
C1IAPTK1{ IV
CONSTHL( Tl.\(, AN VDVKRTISKM KNT
82. Imjxjr/aiici' of li<inn<»iji in .slijlc mid purpose of
an adviiilscmcnl.—'Vhv (lesio-ncr of ;i dwclliiin- li,,i,sc is
^niidcd in his work hy two j)iimarv coiisidcratioiis— the
use to which it is to he j)iit and the hnihhno- site. When
these points are decided upon, he jji-oceeds to a(hipt the
size of the liouse, its arranoenient and style to tliese
fundamental consi.. rations. The feudal chief who de-
sired protection from foes as Avell as an ahode, huilt a
castle on a hill; the feudal planter of later days in a
land of hospitality, hnilds a mansion with invitin<r ve-
randas and oix'u driveways whose apjjroaches have no
suggestion of a sentinel. ]Jotli these styles of archi-
tecture are used to-day. The sites are generally ap-
I)ropriate, hut the i)urj)oses are in most cases rather for
dis|)lay than protection or the exercise of hosi)itality.
The castle on the Hudson River doe:; not to-ciav suo-
gest greater security. The mansion in \ew England
is an anachronism, Avhere every thirsty wayfarer is ex-
pected to pay for his glass of milk.
In these comi)arisons there is a lesson for the adver-
tiser. iMthongh his advertisement should have as a first
requisite the power to attract attention, nevertheless he
should not, in order to gain attention, sacrifice that har-
mony which nmst exist hetween construction and style
on the one hand and its purpose and position on the
f>tlw>i' 'l^iivi i'/..i<<>i>^ •>>.... I : „, 1 o
■■'•■■'"■■■■' ::"••;. :-""^ .l.-ioij^iieU iiii" a COIllIm;!!
practice of ignoring this law of the "univeisal fitness of
thii
oth
an
:iti(
the
wh
tyi
to
int
liai
1
tisi
ilh
ITJ
th(
t'a(
il'(
(iil
Im.
III.
Ill'
al
th
■ ill
ill
il
111
i ill
: V
ti
; P
J tl
y
CONSTRUCTING AN AD^ERTISEMKNT 95
thin<rs." One is the straining for "orif^nnality," and the
ntlu r is the attempt to a(hipt a motive whieh has made
an advertisement a ^n-eat sueeess in one hne of goods to
another entirely um-ehited pnnhiet. Wlien we go to
lilt cireus we expeet to he startled. The hohl assertion
uhieh shouts at us from the hillhoard in elephantine
type is in keeping with the puri)ose of the husiness; Imt
til adopt this method in announeing the annual rate of
intt rest of a ;:avings hank is as iueongruous as to ereet a
liarn iii the style of the Parthenon.
Hli. Illustrations should be pertinent.— yiimy adver-
tisers have heen earricd away with the etfeetiveness of
illustrations in attracting attention. Without consid-
niiig the suitahility of the picture to the thing advertised,
the \^ have not hesitated to associate a pretty feminine
fare with everything ranging fnjm rihhons to heavy
ii.ui farming implements. When a suitahle picture is
(iitlicult to procure, careful study of type faces and
JMuders and attention to their artistic arrangement,
■ makes it possible to draw up an attractive advertise-
liKiit without using an illustration. It takes no less
i ability to construct a clever "typographical picture"
1 than it docs to produce a well-executed half tone. When
the advertiser realizes that pertinent and well-made
illustrations are chietiy helpful in drawing attention to
til.' reading matter and that artistically typed advertise-
iiK iits are most effective in attracting the eye and hold-
ing the attention, he has accomplished much toward the
IMi. paration of a good advertisement. It ought hardly
to he necessary to add that if he lias mastered its pur-
pose he must have learned the "selling points" of the
tliiiiu: to he advertised.
In a lecture given before the class in advertising of
tile School of Commerce, Accounts and Finance, New
N
96
urn
ADVERTISING
York University, Mr. M. M. (
the Wanaiiiaker stvle of advert
portanee ol' niakiiio. the most of the sell
^illapi, the originator of
isiriLT, ilhistrates the
iin-
in^' points;
Mr
'I.'iph,a. Th..v w..n. k.,,^ „.iih ^,vaf,.. cvu-c than sn,n.. p..,.pl.,
k..p tlu.,r dul.lnn-lH.UM,! in .st.,,,. harr-, i'rd on .nsila'v
Sronnu.l lik. horse.. Tin. ,„ilk wa. sri,.,! ifi.-allv ronl...]. n,"
rrea.n s,.para(..,l hv r. ntriru;,al .narliinrrv an.l hutf.r duu-n.,!
irn„Mtw,M,,.v,.rvP.,.,,,],-o,,lulH.st product. I„ IMuhui.lphM
at that .lav th. famous l)ariinu-to„ hutt, r ,M,i,i .at a dollar i
I-""'l •■""! 'Hv.T Ia..kc.,l lH.y..rs. n„t. t|„ ,,,ff,, ^nn Mr
S.n^eriv's Iloist.ins. .v.rv wh,t as .ood, was put o„ sale t-vo
da,, a week at th. Old (Vntral MarK.t at r.^^dar n.ark.t prices.
an^. ,t all. (iilhun," ho said to ,ne one d^v. '-Whv .lo.Mrt
. sel .^ Sec >f you can write .on.e .sort of a,n.rti...nK.nt to n,ak,.
tli'il butter ^-o."
Well, wh,„ I ^rot arou.ul to the „,atter. the first thino- ti,,f
sru.k n.e was the ohl .,,]., pi,, „f „,., w,,,.,,,,,,^.,, ':^,,^
nanan.akertvpe. wec-alle,i it. The„ I 1..,,,,, „,,,,, ,„^.^,„.
what arMun.ent euuld he e.nplo.ved to interest people in this Iloi-
s ■'.n hutter. This brought ,ne .■^entuallv to what I believe l^
the pnne.ple of all adv- rtiM-n^.. I aske.l n.vself uhv J, or ,nv
-"". <..• ...V fanuly, sh„ui.l Use that hutte;. H.cause it u,.
Kond~hetterthananyoth,rtolK.hadatth..pricc. The po|,.t
«as, thenton, to 1, t people know luuv ^n.od it was
I he^an an in^esti^.dion of Holstein eattl.. and found that
^.r n thousand v.ars this breed has be,., the pr,de of Kuropo.
Uheu An.enea wasa -slld.rne.s tl„. HoUtein herds had been
-red for h , ehddren, and n,anv ta,„ou. bu.ter-n.akinK
.stran.s,hkcMeI.:n.l,shH..hlerness, wered,,.i.,d tVon, the,,!
If «as n, enselv interesting, t an.l I (M, ,,,, ;, ,,.„,., ,„
to th- pubhr. So three ads were planned -the first to «ive ll„
: "^•' ; •" ;" ■■•••'^^f'lN ilie .second to tell about them i„ Ani. r
'•■"• ■""' "" "''•■'' •" ••-■•'I -1. .Mr. Singerly's herd and tin
CUNSTUUCTL\(; AX AI)\ KH riSK.MKN'
I)
I
iiKthods of iiifiking buttor at liis f nn. I'liroo cuts of IIol-
>t. in cows were made. Tlic ads took u lialf column of space
,11 the Waiiamakcr tvpo, witli the cut in the center. The facts
ui re >o interesting that any one who het^an to read would con-
liiiiie to tlie viui. The only advert i>ino- ar^'ument was comprised
•I .1 nonpareil line at the liottom —"Butter from a herd of Hol-
^tun cows will he on sale to-dav at the Ceiitial Market at re<r-
u\:\r prices."' One ad did the hu^in'sN. At noon of the morn-
iiiy- the first ad w;is printed there uasti't an ounce of the hutter
htt. and the other two ad^ established a demand that far ex-
im1((I the capacity of the dairv.
>onie months after .Mr. Sin^^nrly a>ke(l me what I knew about
iiinsic.
•"Nothinrr at all," I said.
"Well, there's n m;u) named Willard Spencer here in town
uli(.\ writing- an ('jxra for the Temple Theater, and 1 want you
tn advertise it."
'I'lie Temple Theater belon<;cd to the })ubllslier of the Uccord,
hut had never j)aid. 'J'lii-; new opera was '• The Little 'J'vcoon."
Tlie Japanese were an unknown people then, and I foiuid out
"hat I could al)out them from books. A hundred and fifty lit-
tii' ads were written discrihiiiij; fhelr life ami mainier-, siu'Ii as
th( ir way of sleepin;^' on a woodt n pillnw with a latilern to keep
auay evil spirits, tluir <'ustom of >hakin;;- hanils viilh themselves,
jfettin^ onto n. horse from the ri^ht side and --o forth. Tjiesp
Were printed with little cuts of ,Iap^ })lautin^ rice, drinking- tea,
and .so on, and .at the bottom of each was a line, "The Little
'I'ycoon will <;ivi' a reception at the 1'enipli' Theater to iii^-|it."
.Mniost immidiately tin- theater litf^an douin- a liusiness that far
exceeded its capacity, and the oji. ra had /i run in IMiiladelphia
that WHS never equaled on the road. After that I wrote some
inlvertisinpf for Kelkar, the niaj^ncian, then a voiuifrster in his
professicm, usni^ the f.iei^ of K» llar"> own life aiuj travels as
the main tin nie of interest.
Illlt thi< iw: liL-i. <ri.»flii<r In!,. .it> ,.I,I ,,•..,->•.. f P....1 ^ T „ .„
~ "•■"• '- ■ T * ""'
ti lling you things that are of no interest to present -da v ailver-
(isers.
IV— 7
^
i
[)H
Al)Vi:UTISL\(i
84. Dclcrmiuhuj the amount of space— The princi-
ples mentioned in this chapter showhl he supplemented
i>y a eareful study ui' the physical structure ..f the a.l-
vert.scn.ent. i'he lirst c.nsideratiun is the amount nf
space which it will (,cru,,y. I,, the matter ,.C cost, this
■s of . reat importance, especially in ma,ua/ine a<lvert isin^r
<>'• Ji. the extensive use of anv medium. The Wan,^
maker stores found that one of the o.^at savings ef-
Itrte.l l.y puttino. i„ Hh,,. ,„,•„ composiuu. n.om w..
that ot havino. the advertisements set in the store, whciv
a strict watch could he kc pt, and where a wonl could I..
cut out here and there, a savins- i„ the eoMrst of a dav
amountmn- to many lines of space. As th cost of a
line in all the papers was somethino. Jjke four dollars, tlii-
composm^r r,.()i)i paid f,„- it,^.i|'_
Although the tra<ie journals ask less for advertising^
space than the ma-a/iius. yet measured l.y results, manv
advertisers pay an umiecessarily hioh pri(v ,.ve„ at •«.;()
a pao-e-heeause they fail to use this space to the best
ad\anta,!--e hy not wrilinn-eopy that "pulls."'
8.",. Sininmn-n <>f <'<nsi,l,ra/if>N.s in ///<■ „sr of .space- -
In decidino. „,„„, the amount of space to use, the six fol-
lowi.i^r considerations will help to onide the advertiser
throuuh the many (juestions that will confront him ii,
making- his decision.
(1) Kverythin^' else heinn- ,,|,,al, ;, Hdl pa^re will
attrad more attention than .-i riaelion of a pa^re.
(2) The mnrkei for an .idvertised article sho.dd he
asccrtaine.l as closely as possihle in order to avoid the
huyiiiH oi' more s|)aee than the prolits warrant.
i'-i) 'I'he si/e and eompl.xity of slrueture or the
Mmncn.us .,ualili.s of a fhino- advertised are important
rli iiif nts ii, Ti„ d, 1. iiiiiiiaiion of tiie amount of space to
i>e used.
III.
^ tiu
CONSTRUCTING AN AinKiri'ISiailAr
U'J
(t) The mim])cr of i)ul)li('ati()tis in which the cadver-
tisiiiR'iit is to run will often decide the size of the indi-
\ idiia] advertisements.
.")) In advertisinn- a nnniher of articles, it is hetter
t(i devote a certain space to a few of theni than to devote
the same sj)aee to the whole list oi articles.
(<;) The advertisinfjf a|)])roj)riation may limit the ex-
'i lit of the puhlicity i)nt it is generally hetter to cover
M:ly as much of the Held as can he done in a thorough
iiiaiitier.
SCi. Si':(' of advcrfisrincnf in rchiiiou to cd'pcnsc. —
T;ikinn- uj) these i)oints in order, it has heen found that
iltliounh the larger the advertisement, the more atten-
tion it will attract, the (luestion resf)lves itself to a mat-
in- of e.\i)ense. As one writer facetiously puts it, when
\v(> JO to the circus we never fail to see the elej)hant,
V iiilc the leopard sometimes escapes our notice. ITow-
i r. an elephant is a much more expensi\e animal to
'm|) than a leoj)ard. Tlieii the (piestion is simply this:
Dm, s tlio clej)hant i)ay as an attraction^
ST. Asccviiiiiiiiui llw iiKtrhct.- A disrcpird of the
vii;ii(| factor has cost many advertisers heavily. It can
!' lasily seen how an article which aj)peals to oidy a
: iiiited numher of people in any community mi^^ht lie
n\ei-advertised. l'"or instance, the numix r of jiersons
iti any community who have use for Lilass eyes is com-
paratively small. An advertising- camj)aig'n, therefore,
nii;iiit he plamied wjiicji would i)e so exj)ensive that the
l)r()tits from the sales could nt-\('r oMi-take the costs for
ndvertising sjiace evt ii though <vcry mai-kil was fully
sii|)plie(l.
SS, ('litiriirfrr tjf //(jo/Js ('.(I'.'CVfif^cd . Ftl co'^sider-
i'ly: the amount of s])aee necessary i?i conni«.'tion with
tile third item, it is ol)\ ions that IIk -implef the thing is
100
ADVERTISING
tliat is to ])c advertised, tlie more easily is prominence
given to those parts or qualities wliieh it is desired that
tlie puhlie shall see. For instanee, less spaee is recpiirtii
for t!ie display c/f a gas mantle than would he used in
sjiowing the nieehanism of an autoiiiohile.
Advertisers often lessen the amount of si)aec that
Avoidd he neeessary to disjjlay adecpiately all the impor-
tant points which an article may Iiave hv showin<r oiiK
a part of the mechanism at a time. Two common wavs
of directing attention to some sj)ecial ])oint are Llie ise
of large arrows pointing at the desirahlc attril)ule, or
hy drav.ing the particular thing on a larger scale tliaii
the rest of the illustration, thus making it more promi-
nent.
80. Choice of ])iiJ)licafioiis .space uned. — Wlun
the (piestion of the numl)er < i puh'ications in whicii tht
advertisement is to a[)pear arises, the advertiser will find
that he can distrihute his space among them with greater
effectiveness if he first determines the quality of the cir-
culation from the })oint of view of his particular com-
modity. It will not ])e necessary to ])ut the same siznl
advertisement in eacii of tiie twenty-five or more jjajx^
that ijiay he found necessary to cover the entire field.
Tf on the other hand, two or three |)apers reach all tin
prospective customers it may j)rove jjrofitahle to 'm
more s|mce per pa|)er than when the field is miuli
large?'. In this connection Mr. A. ^I. Stryker, in tli;
"Advertiser's II;mdhook," says:
'r.ikf ;is mucli vpucc .IS vdti will he nlilo fn iiLiko iiso (if. If
von .iri' siin- tli.tt voii li.ivc Mitficiont strikinfj,-, ixi)l.'umti)rv il:
tratioiis jiihI "iduc.ii Iciii.il" lopv fo fill two paajos- t;ikt> tui
It* iii'i _ I. ^_^ ..1 .
pii^rN, ;r v;;;; <".;iiy ^MiiiK yr«u ri< i n TvVii jdi^o.s, iiii<i lin m ii- _
to wonder how you ari' K"'"K *" "till" ti.em — you don't. \'
more probably need only a page — maybe •> li.lf, Knriiiiii;^
nice
that
ired
liii '
Hiat
)()r-
)nly
ays
i:.se -i
, (ir
liaii
niii-
lu'ii
the ^
Kud
iter ■
cir-
mi- ,
/0.I '
)ers J
eld. 1
,1 3
tlie *.j
'ise^
iich 21
thei
If =^
Ins- ■
two g|
•gin B
i^ou ■
K'l
1
CONSTRUCTING AN Al)\ ERTISEMENT
101
ftw oTiura! assertions and the firm name in bipf hlack type
tlii'Ui^h several paii'es is not using space — it is wasting' space.
Most advertisers wlio try to iiuike their juhertise-
uiiiit (I<» duty for a catalogue make a serious mistake.
'lilt majority of readers are interested in partieular
things and not in the mass. Tliey are attraeted to the
a(hertisement by the speeial features. Tliis is made
])lainer by devoting the spaee to a few speeialties giving
tacli its amount of sj)aee in })roportion to its importanee
lathi r than Ijy trying to give ecjual emjiliasis to a long
list (if artieles that have little eonneetion besides a eom-
iiinii salesman.
'Ml. Distribution of advert i.sin<j a])propnatioti. — It
haiiliy seems neeessary to eaution an advertiser that his
aiUcitising api)r()priation is the measure of the eloth
liy whieh he nuist eut his eoat. A\'t there are various
ways of distributing the a]>propriation. A grand
splurge may be made one month and the next month
little or no spaee may be used: or a steady, eonsistent
inttliod may i)e a(l()j)ted by whieh the advertising space
\aiits aeeording to the emphasis it is desired to j)ut uj)on
cdtain features. Si)eaking of this point Mr. Cidlam
says :
I lie average space used \)\ Wanainaker's in those days was a
1 "Iniiin a d;iv, hut ^onlotilnes we took a J)''ige, and onei two
}mf;'es. l{iit tie mi'\I <la\*> ad would he a half column. Tiie
Milverti.sing simply nporftd the normal gossip of the storr.
'I'll!' size of the .ad indicated Its importance. A three-cohmm
■iniHuincement in th»' IMiilad.ljdiia morning p.apers was in>t!intly
I'll ogiii/ed hv till' people lit th.'it city ;is an event .'it Wana-
iiiaker'.s. 1' uas a good methnd, that. I flunk to da\ that the
lii'llMill nr«> oi ,1 iaiLje >iiue can in- ;iiii|ii\ iniii m a cuiUliill of
»paper space.
The news of the store is like the news of the
Wiirli
I. You can't takr I'nrt \rthur every morning, or I'ury
'■ni
10^
ADVKKTISIXG
II
Qiieoii or assassinate a rresident. If von do, the thin<T pall-.
Wor^e yet, tlie advert i.-,iri<p man must work in the treadmill of,,
pa^-e a d;iy with the result that the advertisinn- lu.fomes lifVh^.
and perfunctory. 1 (irmly helieve that pres.'iit-day ads are to,,
bi^r. 'J'li,. (K.sire to attract i)y l)i^niess of spaee and hi^mess of
statement has become a di>ease. Tiie bread is spread so tliii;
sometimes tiiat you can't taste the butter. The everlasting grimi
of filling a page a day inevitably leads to exaggeration.
Tlie last })art of this statement is extremely interest-
h)^, eomiiin- as it does from one of the oldest' and most
sneeessfiil advertisiiio- mtn in Ameriea. There seems tn
he no turn of the tide as yet hi the direetion of smalhi
advertisements on th(> j)art of the lar<.e stores. Then
is, of eourse. no hard and fast ride that ean he laid down,
hut it is well to remember that an advertisement of thf
l)roper size and in the proper mediums is far hettei
than the same amount of spaee divided amono- a lar-t
number of papers. The one makes the ]n-o])cr im-
pression so far as it ^mes, while the other heeause of
small type and weak display .t>ains few. if any, readers,
In the one case the advertiser o-ains read-rs at the ex-
pense of eireulation: in the other, he •>ains in the number
of i)uhlieations and eireulation hut he sacrifices the \nih-
lie's attention.
!>1. PhiiniliKj ihc 'Ia//(nit."~-The size, form and c(p|i-
tent (if the advertisement having- hvvu decided upon, the
next thing' foi- c()iisi(k'ration is the arrangement of the
type and cuts. Tjie first possible ditliculty consists in
cutting down the tixt. Vhv writer has written too much
lor the spaci- al his command. The true test of the
writcr-advcrtiser ?iow comes since he must he ready to
c<)/*i*iiif»i> itiii/ilt 4ii.i4 \ . **,.! ** i'.... I.. *! « 1 »i
''■""*'' -— ""' -~ V ;;.-*. ;-; ; ; ;r ;;r;.*v iiy S SiiKc. ill
must keep his sales story strong yet fit it into the sj)air
liarmoniously in ordir to catch and jiold the attcntidii.
w^
.^
----i
CONSTUrc TiNCi AN ADVKUTISKMKNT lOlJ
Tin first revision should be made with the idea of gain-
it.n clearness, foreefulness and pertinent content. Ad-
(lirional revisions should seek to give special emphasis
[n the selling points. This may he done by i)utting the
iijiportant statements in the most ])roniinent positions
,,!■ hy the vise of display type. The ^-cateli-line," the
111 ading, tlu introductory and disjday lines will be tirst
itt ins of importance for which to provide suitable typog-
laphy. Hy referring to the si)ecimen types, it will be
. ;isy to judge whether a certain size of type can be used
ill "the allotted space or not. The writer siiould be
(iintioned now against the tendency to choose "Ad"
tspes and unusual arrangements, examples of wliieh
lia\i' been given in previous chapters. This is the
cliiNsalis stage of the advertisement and the strength
aii(i force of the sales story may be easily injured by in-
jiKhcious rearrangement of tiie copy.
A few practical suggestions are about all that can be
m\rn since the production of an attractive advertise-
ment in harmony with the principles of rhythm involves
an understanding of all that has been said in the other
chapters. If any line is too short, it may be -letter-
spaced" to the proper letigth or an "extended" type
lace used. A line that is too long may be shortened by
liciiitr set in a "condensed" tvpe face. Failing to get the
riyht results from these methods, smaller or larger si/.ed
In |.r may be tried. Jf this fails, then the cojjy nuist l>e
changed.
The advertiser will save extra expense if he gives
careful attention to tlu' plaiming (>f the hiyout. i\fter
IIh matter has been put in \y])v every correction must
!.. ....■.! !'..-.! '!M-.i. .-Lj!::!! ♦}'." !!m!!!!!!'!' :!!>(1 \\\t' I )r()!)ort!( >n-
laii nc as
Ihorouyhlv tested bcl'ore being set in type us
tht V can Ite afterwanls.
tf I
'ft
104-
AD\KRTISIXG
02. Mailing the lat/out in ///«.s.v.— The layout in mass
is simply a roii^li sketch of the advertisement whieh
shows in hokl out hue tiie ideas of tiie advertiser. Sucii
sketches, no matter how crudely executed, are of more
assistance to the artist or draftsman who is to make the
illustration than any amount of worded explanatioi).
Jn making this layout it should he home in mind that
the work must he limited to the use of three colors. The
disj)lay type will he hlack, the small type composi'iir
the hody of the advertisement will he gray and the un-
occupied s|)ace white. The only tools used in the mak-
ing of the layout are paper, pencil or pen and i?ik and a
ruler. The method of procedure will he as follows:
Draw the horder in its exact proportionate size. If the
advertisement is to he engraved it is always hetter to
have the design drawn on a larger scale than the one in-
tended for the newspaper or magazines. The right
})roportion may he ohtained hy a very simple device.
Sui)posing that the space allotted for the advertisement
is to he a standard magazine sized {)ai)er 5\<> X 8 inches.
How large and in what proportions ccudd the original
advertising copy he made in order to he reduced to the
desired size^ IJy constructing a rectangle olL- X H
inches and then draw ing a diagonal line so that it will
extend heyond the rectangle, it may easily he determined
how large the original drawing should he made hy cou-
.structing another rectangle upon this extended diagonal.
Having decided upon the |)ro|)ortionate size as shown
hy the horder, the (lisi)lay lines may Ik' indicated In
ilrawing heavy lines close together. If no reduction is
intended, these lines should he of (he same length and
the j)roportI<)n;ite width the same .-is the li.>es of tv!>c
which are to fill these spaces later. The hody type may
then he indicated hy ligjit lines, keeping in mind con-
CONSTKLCTING AN ADNKU'riSKMKN'l'
10".
oj a;
< "5.
_ a
e3 ^ •
■5^0
-to
?" K •= .2
-a S
■So
-S W
^ ^ — .
^ .-3
_, ;^
>. X .5
.^9
M
^ a is
c •" w
^ o la
T3 -3 _
.E a £
c s
03 3
-»- w
•a S
lor;
ADVF.R'riSIXG
■ ft
tinuiilly tliat the white spair is as iiujiortaTit in its dis-
trihution as is the hhu-k of the heavy types and tlie <>r;,y
of the body type.
he
I'tij
HKllfllKflftlMliHKiiaif lilt
Iffliimdiitfi
KlilnM iiillimiftiiffiaii dlKiH
iiiiiiin l/i ^11)1 iihill
llMlM ItiUI
the
MMMiMniui itreBapaiga
Layoii in Mass, iiKK.iti: SKTTiMi Ad. in- Tvi>k,
Sir<i\viN,; II, .w i,, 'l'i;sr TviM IIaumony.
• ij Ji r, ,1 1 ,
A sinijile test for iiotiii/^- the correct distrihut
ion ot
CONSTlin '1"1N(; AN ADVl'.iniSlMlA'l' l;)7
the ])]iick, ^n-ay and white is to liold the hiyout at arm's
l.iioth and look at it with the eyes shnhtly elosed. If
the efl'eet is ])k'asiiio-, tlie (k-sinii lias stood the test.
Masterpieces in
Bronze
Some years ago we started an effort to popu-
larize in this city the best bronze work of
America and Europe, and today we offer for
your inspection the results of a carefully se-
lected collection of masterpieces of bronze in
sculpture of both American and foreign
artists,— original works which any collector
or connoisseur would be fortunate to secure.
This exhibition now in progress, on the third
floor, is the most notable one of its kind in
America, and the present "revival" of bronze
emphasizes its significance
The Gorham Co.
Fifth Avenue & 36th Street
New York
The Ai)\ kk risKMKN r .\ s ir Aimkahs Afik li BtiNU
Set Li- Acccjhuing to thk Layout.
Ihistratioii, tl
lis
If tlie advertisement is to contain an i
an he indieated eitlier hy pastin,u' a proof of the eut into
1(18
.\i)\ r.K'i'iSiN(;
the layout, or if that is not IVasihlr. the form of the eut
may he roughly iiuheated and its eolor harmony tested
hy (h-awincr liorizcintal lines after the manner siiown
ah()\e for the testing' of type harmony.
i).'J. Insertion of cuts. — The position of en,ui-avin^s or
cuts in tile advertisement is suhjeet to many eonditions,
hut a few rules that are often appHed may he ^iven.
En^n-avino-s tiiat do not match or are not dependent
on each other sliould he kei)t apart. This may ^ive
better halanee to the pa^e and often ])ermits hetter relief
of tyi)e matter around them. Small cuts are generally
set into the side of tile advertisement, hut if the eut is
very small it mav he inserted in +he middle uitli readinu'
matter to be adjusted on both sides. The lines may
read across the i)aoe but care should he taken to see that
the connection of the two parts of the lines is not In-oken
by too <Treat a distance. To avoid this, it may d-
visable to ])ut the readino- matter into two separati
columns on the sides of the cut. l.ar<j;'e cuts whith per-
mit very little reading- matter on the sides may be set in
the center so as to he independent of the type. The re/j;-
ulation of the Mhite s])ace about a cut may be aided by
the general ajjpearance of openness or closeness of the
advertisement. If the cut has a well-delined and regular
outline, it may be set closer to solid type than if it were
irreo-nhirly formed. The blank sjjaces between the type
and cut siiould i)e uniform on all sides. The title jdaced
under an en^jravino- may be s'-t in small cajjitals of the
text-letter if that is not too larne; in lower-case of a
smaller size; in italic lower-ease or in caj)itals and lower-
case of any light-face letter which will not destroy the
harmony.
A long title should lie set in two short lines, the first
one longer than tlie second rather than to have one very
CUNSTRl C TINC; AN ADVKIlTISl'.MFAT 101)
loiitr line. Illustrations do not miuire bold type for
It ncnd or title lines. A plain neat line is always i)ref-
tiahle. A title or deseriptive line may be put at the
side. or if the e-it is lar<'e, at one of the upper or lower
corners.
'M. Lfi/ioiif for compositor.- -When the advertiser
has satisfied hiinself that the layout in mass represents
his ideas sutheiently well, the next stej) is to prejjare a
hivont for the compositor. The latter must be ir--
st meted in every detail so that the advertiser's idea
may have ade(|uate exjjression in type. These details
^\ill include style of eomi)osition, location of cuts, ete.
The following' exami)le shows the method of making a
layout for a compositor. The advertisement is to eon-
tain two half-tone illustrations. The size of the adver-
tisement, 51,2 X 4- was thougdit to he laro-c enouj^di to
si low the important details of the pictures and yet to
o-ive plenty of space for the tyj)e matter.
1).'). Care in placing cuts. — When several cuts are to
lie used in an advertisement, costly mistakes caused by
tianspn'ing the cuts in the composing room may be
avoided by niarkin«>- the number of each cut in the space
it is to occupy. Cuts are numbered by stamping tiie
tinures into the side of the block upon which they are
mounted. When this is done with a pencil, the marks
\\ JU soon be obliterated by frequent handling. A set of
steel numbers can be obtained at almost any stationery
-tore. Another favorite method employed by adver-
tisers is to paste proofr of the cuts directly into the lay-
..iit. This not oidy shows the exact amount of space to
hr occupied, but also shows how the cut will appear in
,:. tin.ished state. It is an es])ecially f'ood plan to follow
in making up the "dummy" of a ( ^ dogue or booklet,
i n ease there are no proofs of the cut at hand, it is not
-.'"*
I
't
-.m
S4
no
ADVERTISING
I/O W CJU ol. SCJi^j
I.nyniit lor llio cnmpositnr showing all the detail* to he ob- .
■erved lo setting up the mL
^^^^^
C()NSTRr( TIN(; AN ADVKUTISKIMENT 111
Makes
a
Fair
Skin
The secret of a clear complexion lies in the faithful use of
Hinds' Honey and Almond Cream. Being antiseptic nd
immediately absorbed, it cleanses and invigorates the pores,
enabling the glands to throw ctT impurities, stimulating the
circulation and assisting Nature to supply the nutrition nec-
essary to build a healthv, unblemished skin fabric.
Hinds'
Honey and §^^»^^ W^
Almond V^lCClIIl
quicklv heals all irritated, sore, eruptive surfaces, and is es-
pecially good for chapping, chafing and liabies' raUi. Hard,
rou^h, dry shriveled skin becomes soft, smooth and
velvety after a few applications ; continued use mak-
ing the complexion clear, fresh and youthful. It is
absolutely free from chemicals and all greasy, sticky
or starchy properties ; — will not ai i a growth ot
hair. At your dealer's, .'ioc, or postpaid by us.
IVritr f'cr free i.i'npk h>tt!e ari.l >'o^ klrt.
A. S, HINDS, 18 West St., Portland, Me,
liK' iui ancr It iia-. Dccii Ml iij).
I
112
ADVERTISING
necessary to send to the ])rinter for them. Ink the
printing- swil'aee of the cut from tin onhnary stamp j)a(l,
l)eii:<4' careful not to mar or scratch tlie surface if it h >■
lialf tone, and then pUice it face downward upon a i)ii •
of ])apcr ui\(ler which arc several other sheets all sup-
jjorted hy a })erfectly even and solid surface. Then hy
si.ikin^' the hase of the cut a mild l>low with a hammer
a rou^h ]>v'\\\\. may I)e made, thai will answer all Hie
})urj)oses of a layout.
{)(). Txca facfor.s in drtrnnifiiiif/ form. The form cf
the advertisement may he determined hy two important
considerations:
(1) An illustration of an ohject which is lon^ verti-
cally, such as a windmill, siioidd he made lon/^er than it
is wide: while an ilhistration should he wider than it is
lon^' if it is to ^ivc proj)er emphasis to important facts
conceriiin;^' an ohject whose len<4th is horizontal, as a
motor hoat.
(2) One position on a i)a^c may he far more cfTic-
tivc than another: the outside half of a i)a<ie, divided
vertically, is the one p'nerally desired, and therefore a
half-pa^e illustration hy fitting these dimensions may
thus he made more strikin^j; than tiiose in which the pa^^e
is hisectcd hori/ontally. Of course, other conditions
may make an illustration wln'eh luns across the pa^e the
more ctl'cclixe. Nevertheless, the form of the advertise-
ment should not he ^oxcrned too nnieh hy the usual foiin
i)f the fractional parts of the pa^c upon whieji it is tit
appear. As Mr. Strykir says:
A(^vortisor^ wlm ni.ikf u^<' "f ^p.'icr in tlii^ innimcr ;ir<' jii-^t .is
iiiiwi^i' Hn would III' M tailor will) would iimkr a >U\\ of ixactlv
ti-- --.~._ -i^- i'-i- I »- »i...t i:iti :» I.I
the same MZv Ii;r r;;; :: j,-.-. ; : : •:: -•■ ■ : ■ •. ■:■•:• :::-.:: :• ~
hnnfr in folds and on a lii^ man, hur^t with t i<f!itnt'ss. \\\
I'onipariiijr the ad> in thrti- or fi.nir issiit-. of tlic .'■anie publico-
CONSTRUCTING AN ADM:in"ISKMKNT
113
tion you will soon discover that ndvertisers arc divided into two
classes — those who have purchased space and have prepared
their a(l»- ising to fit it: those who liavc prepared tlieir ad-
vertising and have purcliased <pace to fit it. It is hardly neces-
>,i\ ii) cniiiiiu'iid the lattir method, as advertising produced iu
ilii- manner "speaks for itself."
07. Kinds of proofs. — Every advcrlisenicnt should he
li ,1(1 several times to Insure eorrcetness of the size and
r.iee of Ihe tx'l'e, liie :ufaii.L>eiiieiil, llie thiekness of leads,
ill'- pmietuation, eapilalization, s])elliuo;, etc. Proof is
the naine for the jjaper u])oii whieh is the iin{)ression in
ink of the type or euts. '''he eheapest kind is the stone
pi'oof. This is a rough proof made l»y fon-inn- the pa])er
iiuainst the type as it stands on the compositig stone.
if the advertisement has a half tone ilhistiation, the
I'lrlJiod is not satisfactory as tlie ludt' tone will not stand
cut elearly. For the most ordinary eorreelions, how-
ever, and for a cut ^vhieh will jjrint easily, a stone proof
will do.
In otlier cases the following order Is customary in
making ])roof. Tlie lirst Is cidled the galley proof,
which is on long strijjs of paper. It ..i ealhd so because
it is taken from type held in "galleys" or long narrow
trays of metal or wood. l*age ])roofs come next in
order, made after the corrected galley proof. Tlicy
are sometimes called the lirst revise and are made uj) in
]i:iges of the ])rescrihe(l form. Page ])roofs are expen-
sive when there are many alterations. Wiien the cor-
rected revise has been r( tinned to the j)rlnler, the matter
is made uj) into pages v.hieh are calli'd press j)r'M)fs.
These are geiurally Ihe final proofs and are su[)posed
to he a perfect eo|)y.
Besides these there are engiaver's proofs or i)ress
jiroofs taken i»y engravers of half tones, /.ine etchings,
» IN -H
\
ill
lit
AJ)\ KRTISING
etc., for the jxirpose of showiii;^' how the cuts will aj)-
j)ear; color |)!()of.s tii]<en in colored ink ,)r tyi)e for
covers, hack i)ages, cr lars and other advertising' mat-
ter, hut which on account of their expense are not al-
ways furnished hy enyra\crs; thil pi'oofs, which are un-
finished pi-oofs or proofs of unfinished plates and arc
sometimes furnished instead of coloi- proofs; and silver
print proofs, which are prints of ilhistralions and de-
signs made from the nci^atives of these, and in this way
a line (h'awinLi' of a jjliotoyraph may he made. After a
silver ])rint has heen made of the photo,u'ra|)hs, a j)tr.
draw!n<i' is made directly on the print, whereupon tin
print is hleached.
A hhie print is also used when it ma\- he necessary to
see exactly how the cut or advertisement will appear Ix-
fore the plate is made. Hhic jjrints are the same as
the ])hoto;4ra, tiler's l)luc print used hy au)ateurs or arelii-
tects. They arc especially valuai)le in the makinu; "f
catalou's, wliere there are e\))ensive and \ery fine eii-
^rravinos to he made.
08. Pro()f-ri(uliii(/.-\\' a perfect eo|)y of an ad\tr-
tisement is desired, it is ol yi-ea* im|)ortance that the
proofs he read carefully to insure correctness not only
of sj)ellin^, para^rai)hin^'', punctuation, etc., hut nKn
correctness of Icadinn', spacing', display, indentation, ( tc.
Although there are many methods of correcting' prooi.
the knowled<i-i' of certain simpli- convi-ntional marks will
suttice for the ordinarv pi'ool nader of advcit iseuie'it^.
These marks are j)laeed hoth in t!ie hody of the ty pi' ;iii(l
on the mar^^uis to draw attention to certain alterations
or corrections. l''<ach mai'k in the margin shows what is
to liC cliMUU'd ilii.d innsl h.iixe a n!-U"k iu fh«_' tvne to
show where the eoi'i-eetion is to he made. The marks
Sftvc considerrdili time l)oth toi- the enmposer of the a<l-
n
NoH
rom
iliii
1 c
S C.
caps
&-
9
A
tr
wf.
Stot.
X
,/
:/
±
D
/-/
'— /
:^^
•ut, see
Q'l. or 7
Paragraph
No paragraph.
Change from italics to Roman
Change from Roman to italics
I'ut in low(T-caso, or small letters.
Put in small capitals
Put in capitals
(Delo), take out the typi- ur matter with a line drawn through it.
Reverse the type.
Left out; insert the matter which is written in the margin.
Transpose theprdcr of letters, lines, or words which arc underlined.
Change the incorrect type or a wrong font or style.
Let the matter stand as it was originally set. Stet is written in
the margin.
These are put below a crossed word. Let it Stand as it wa;
originally set.
Insert more space where caret is marked .
Correct uneven spacing between letters and words. The mark
is placed in the type and "even" is written in the nearest
margin.
Bring line to this point.
Change faulty letter.
Insert period'
Insert comma.
Insert semicolon.
Push down space which blackens the proof into correct position.
Indent line an em
One-cm dash. Insert dashes of this length.
Two-em da.h.
Less space,
copy. Something omitted. See copy.
Straighten lines.
Is this correct? See to it.
tfm
h
5 ! i
lis
116
ADVERIISING
vcrtiscmeiit and the printer. Those most cominotily
used arc shown on page ll.>.
09. "Closing" of advcrtisiug forms. — In order to al-
low for the time needed for tlie setting of tlie type mat-
ter, the reading of tlie i)roof, printing and getting re;MJy
a magazine or other puhlieation in which advertising^
matter is inserted, a "closing'' date is set hy tiiese piih-
lications which is the last day upon which any kind of
copy intended t« l»e inserted in a particular issue will he
accepted. I f a certain magazine is issued on the twenty-
tiith of the month atid it retjuires fifteen days for gettinj,^
it ready, the magazine will "close its forms" on the
tenth day of the same month. A puhlisher shouhl he
allowed at least one week hefore the closing date so that
there will he sufficient time to send the advertiser his
proofs and have them returned for any needed changes
in the type matter. Otherwise dissatisfaction may re-
sult hoth to advertiser and puhlisher. Information in
regard to "closing dates" if r.ot announced on the
rate cards may be procured from publishers on re(]uest.
^^f^^.
CHAPTER V
ADVKiniSING MKDILMS
100. General mcanini^ of Ihe term.— The word
imdiuni" is used in I)oth a broad and a limited sense.
Anything by means of whicb an advertiser ealls atten-
liMil to bis ^H)ods is a nieibum. Tliis would inthide biU-
iMiards, trade papers, eireulars and street ears. In a
more restrietcnl sense tbe term is eonfined to newspapers
:ind magazines. Tbese represent tbe ebief means of
tv:idiinn' tbe eonsmners, as eontrasted witb tbe trade
papers wbieb reaeb dealers only. .Magazines, news-
papers, trade and teebnieal papers are generally s!)oken
,,f eolleetively as ])eriodieals. In distin^uisbing between
inontidvandweekly publieations, tbe former are termed
iiiao-azines and tbe' latter periodieals. Advertisino- men
(listinguisb between niontbly magazines as well. Mmi-
sei/'s, Scrihtier's, CosmopoUiau. Ceutiirii. CaiuuUnn
Mui^a-Jue and <^tl-.ers ..f tbis elass are deseribed as stand-
,1.(1 size maf>:azii..s. Sueb magazines as Liiemsji Dii^esl.
Inuricaii, Mefrojiolitaii . Cauada MunthUi and Mae-
Lcau's Ma^i'trJneiWv termed flat sbeets. wbile tbe Deline-
alor, MiCall's and otbers tbat ai)peal to women ebielly.
:u-e dubbed women's pnblieati(Uis. Tbere is a furlber
class of peii.MJieals in Canada and in ibe Tnited State's.
,,,.1. as Farm and Fireside, Farm Monlld/i. Farmer's
Idvorale and Farmer's Mafrazine. known as farm
■ iprrs.
'Ibe weekly publication is well represented l>y sueh
117
? i i
'A
118
ADVKUTISING
papers as the Satnrdaji Evening Post, Collier's Wcchbi
and Cauddiau Courier, which have a semi-news char-
acter. Trade and technical papers aj)[)eal to sj)ecial
cUisses of readers and are therefore sometimes called
"class" papers. Such pul)lications ;',s Ilardzcare ^tgc,
JIardxcare and Melal, J)r// (rood.s h\riezc and Canadian
Grocer are correctly termed trade pa|)-rs. The term
"technical" ap|»lics to i)apers like the Electrical World,
Canadian Macliiner// and Poxcer House, wliile the
Christian Herald and the K/ncortli Herald would he
called "class" pa])ers.
101. Xeicspaper versus inaga-Jne. — One of the first
(luestions that confronts the lar<re advertiser is the choice
hetween the newspaper and the magazine as an adver-
tising medium. >\s a general rule, it ought not to he
difhcult to decide. Each medium has its peculiar vir-
tues, and it remains for the advertiser to judge whether
his product will he given more and hetter publicity in
the one or the other, rerhajts hoth may ])e used to ad-
vantage. The chief (liH'ereiices hetween the magazine
and the news|)aper are as follows: (1) A magazine
lasts thirty days: the weekly, seven days: the newsj)aper.
only one day, (2) The magazine is read slowly; the
newspaper, hurriedly. Hi) The circulation of the maga-
zine is general: the news|)a|)er is local, i.e., conlined to
a citv. state or section of the countrv. (i) Mauazines.
as a rule, l>v using a i)etter (juality of paper and a
slower process of ])rinting, cnahle the advertiser to em-
ploy higher gnide cuts for Iiis work. (.)) Conditions
surroiuiding tin- puhlieaiiot! of a magazine reijuire thai
an advertisement he I'cady son:etime in advance of the
date of |)uhlicatin!i. A iie\\spai)er will accept rn ac'ver-
I
tisement within twcntv-four hoinvs (»f if
s goiiiif to pre.
102. Character (if goods tidvertistd. In the fiist
AD\KKTISING MEDIUMS
119
jilace, the character of the advertiser's wares will larcrely
dttermine the mediinn to l»e used. Second, if a ware
call be advertised to advanta<re in either inediuin. the
liiisiiiess policy which calls for iniinediale versus more
niiiote returns may decide. Third, the mode of cam-
iiajoniim- mav inlhieiice the advertiser to jjrcfcr the news-
paper to the ma^a/ine or vice versa. The news])ai)er
is adapted to intensive methods. Localities can be
worked systematically one after the other. Sometimes
an article is especially api)ropriate for a certain district.
Such conditions are oenerally met by the news])ai)ers
more satisfactorily thai>> by the magazines. Fourth,
conditions of trade must also inlluence the advertiser in
the choice of a medium. Trade conditions for some lines
nt woods chanoe rapidly, therefore, in some eases, by
uaitino- for his advertisements to a])])ear in a ma<^azine
till' advertiser mi^ht lose many favorable trade opjjor-
tiiiiitic!:.
On the other hand, the magazine is usually the most
satisfactory medium when general results are desired.
'I'lie avera,i;e bnying power of each magazine reader is
mvater than that of the average jjcrson who reads the
n.wspapcrs. Intensive etfort is ])rotitable after the
Mdts from general effort have been obtained. The
(Mst of increased business, after the "cream has been
skimmed," constantly rises until eventually a ])oint is
reached where further effort in the same direction will
not be ])ro(ita])le. As a rule, therefore, newspaper
advertising follows th'' mor(> general magazine ad-
M rtising.
These conditions resolve themselves into an analysis
(if Ihr iM-oduct on the one hand, and a study of the
market conditions on the other. When these have been
determined, tin advertiser most choose his means of
1^20
ADVKRTISING
^1
J
reac'hincr tlie consumer l)y ;i study of tlic character of
the eircu]ation and its territorial distrihulion.
I0:i. C'haracfcr of a mtcspajjir. What we really
mean by "determining" the charatter of a newspajjcr is
findino out tiic class of people who read it. A news-
pai)er simply rellects the desire of its readers, and hence
serves as a valuable guide in directing the advertiser's
style and approj)riati()i;.
In the Tnited States and Canada the newspapers an-
read i)y the masses. An apjjcal to the i)eoi)le that is fo
be quickly and thoroughly clfeclive must include the
dady journals; bni a wise (hscrimination should be ex-
ercised. The American masses are not uniform in tlu ir
attitude toMard political and ethical (|uestiow:i, and tlu v
are keen in detecting inconsistencies between tlie edi-
torial and advertising and news sections of the same
]niper. As one expert in bank advertising ])uts it:
'J'hc iii'W>i),-,pM- that pivacli.. til,' In-otluTli,.,),! of man an.l
th.' Cliristiaii >|)irit, that I. alua_v> asMiiniiio. a Ii.'o-l, moral to,:.'
in its editorial columns, vet panders to tlir lu^ts and nicrhid
runosity of the moh in its news an<l advert i-in-- coluinns, i-;
worthy of no support and has little valiialilc inthuauv for tlu'
"oankrr.
Some wdl dis-cnt from this view. ar<;-uinn- (hat it is to thr
r]as> that reads this sort of ^tiitF tha^ the appeal must he made.
i:\perienc-t' has provon otluruise. City hankers wantin<r the
deposits of saloon men, race track touts and l.ookmakers. di\e
keepers, and all the mom ye.l mc n of the underworld, of course,
will n-o where their custonurs are most llkelv to see iuul hear
them.
lot. 1)1) pari (Hire of (liscr/)))i))ali))if cho^'r. — The same
discrimination which the banker must use should be
ado
|)ted by every advertiser in judging of the ]K)liey
and method
tne newsp'iper,
It
IS 'V(
II, therefor
ADVERTISING MEDIUMS
121
that from an advertiser's point of view some standard
be set that may lielp in separating the good from the
1:1(1 ^Ir. \Valdo 1'. Warren, at one time advertising
inanager for .Marshall Field \ Company, Chicago, de-
>riil)es the ideal newspaper from the advertising point
of view thus:
I'lie ideal iidvcrtising medium is tlif lionie newspaper. It is
a paper which is so filled witli "rood tli()up;ht> for every mem-
!n r of the family that it finds a \vi\v\n welcome and an ea<>-er
iriidinfj- wherever it ffoes. It is free from crime and scandal
,i:m1 unwholesome things. It takes more pride in the quality
; ! its circuhition than in the uiere quantity — but it has the
'|iiantitv as well as the <iuality. It is not boastful, nor too nuuh
"Iwn to findinn; fault. It wins the confidence of the people by
;■- simplicity, honesty, purity and j)roffrcssiveness. It handles
'. news of the day in a manner which appeals to the l)etter
.....s of people and to the letter nature of all people. It em-
})liasizes the hopeful features of the news rather than the dis-
cordant ones. It has a permanent location for its special fea-
tures. It is an authority on whatever it undertakes to exploit.
It has a re])utatl(in for correctness. It rej^nihites its advertlslntjc
]);ii)es by reasonable requirements ren;ardin<i; display and illus-
trations, so that the page represents a pleasing whole.
In remarking tipon this passage, ^Mr. E. St. Elmo
Lewis adds: ^
While some of these qualifications may bo thought Utopian,
iiuiie of them will be con>id(-red impossible. Yet few news-
papers of our acquaintaiico could a])i)ro\Imate even half ot
thrse refiulnuients, \shlcli, we will admit, are In every way
(l.sirable. Mr. Warren mi<;ht havi- sugg<>-ted, in addition, that
i' ideal iunvspay)cr will endeavor to malidain honesty and in-
t' i^ritv in the advertisements it permits to occupy its columns,
■I';;! T tlM'ik be would tlicn liavo embodied all the requirements
of an Ideal newspaper.
'•'Financial Advertising," by V.. St. Flm.i I.rwis.
12^2
ADVERTISING
Tlic same kind of (liscrimiiiation wliicli applies in
the seleetiou of ne\vspai)eis a])|)lies also to iiia<4'a/iiRs.
A strikiiif^' illustration of ^^ainin^j; an ajjpeal to ditiVr-
ent classes of peoi)le is offered in a comparison of
the ImiUcs' Home Jouiiud and a montlily puhHea-
tion called Comfort. Hoth have enormous circula-
tions, hut a study of their respective make-ujjs would
speedily show that an article intended for the intel-
ligent and well-to-do .Vmerican woman should go in
the well-edited and well-printed Joiirna] and not to
the other ])ublication. On the other hand, cheaj) goods
such as "jewelry," remedies, agent's supplies, etc.. which
are meant to interest the ignorant classes would find
Comfort a profitable medium in which to advertise.
The fact that hoth of these publications rank among the
most extensive advertising mediums in the country shows
that each is successful in its own province.
lOo. Choice of eveninii; or morning editions. — The
question in regard to the relative effectiveness of ad-
vertisements in the evening and morning ne\vs])aj)er
lias often been discussed, as though a definite rule could
he established thereby the one or the other could be
excluded entirely without detriment to the advertiser.
No such arbitrary and general rule can be made. The
difference between the two papers is chiefly a time dis-
tinction. Oidy l)y a careful study of the local habits and
customs of the ])eo])le can the liusiness man determine
in Avhich ])aper his advertisement will ol)tain the widest
and most attentive i)erusal. The artisan class has as a
rule little time for reading a morning pa])er. I'urchases
in the honies of these men are generally weigjied before
tliey are made. An evening i)ai)er is likelv to be read
thoroughly, both because there is time and because there
is no other literature competing for tlie reader's time and
A])Vi:UTISING MKDIl'.MS
123
■ ihf
•jii i'fri
attention. On tlie other hand, an advertisement that
appeals to the connne'-'-ial ehiss to men who are hahit-
iially accnstomeil to ([iiieU aetion in matters ))ertaini!!0'
to tiieir aU'airs— may ^ive better resnlts if puhhshed in
the morning paper. For instanee, the merehant reads
!iis j)aper on the Avay '"down town." lie is interested in
the market news. A hanU ad\ ertisement npo:i the linan-
cial i)a.i4es wonld proljahly he elVeetive in his ease. \ et.
(ven in the single matter of hank advertising, this rnle
uould not prove an nniversal one, i'or a savings bank
uhieh appeals ehiefly to the "home folks" would find
uieater sueeess in the evening pai)er.
100. "General iinprcs.sioit" a.s an iinh\r. — The charac-
ter of a newspaper is })est ex])ressed by the term "general
inii-ression." This impression may be radically differ-
(iit fiom some one business man's ])rivate ideas. In
choosing a pajjcr, therefore, a careful study should be
niade in order not to let a prejudice stand in the way of a
profitable bus-ness venture. The selection of a proper
style of advertising depends upon the character of the
pa])er and this is often indicated by the term "general
impression." Take New York City as an example.
There are iiineteen daily newspapers. Each reflects the
diversity existing in the i)()])ulation. The Xcic York
Herald and the Xctc YorJi Times appeal to about the
same type of people— the intelligent wage-earner and
the average business man. The Xezc York World is a
newspaper for the wage-earners and working men. The
AVre York Sun aiul the .Vctl' Yorl- Eveninii; Vo.^f reach
men of afl'airs, financiers and baid<ers, the Sun bearing
the "general impression" of having a special Wall Street
ro/7i' Connnere'ud reaches tiu-
(iiiowms
'IMi
Sex*.
\ I
mar
ket interests. Tlie AVtc York Tele^n-aph reflects
Ui
ADVERTISING
tiie (lemaiuls of tlie siage and of the sporting fra-
ternity.
Toronto newspapers are classified as follows: TJie
Cilobc, Mail aiid Empire and A'ctcs I'caeli iniieh the same
class— the progressive aiid intelli<jfcnt hiisiness men and
men of alt'airs; the Tclcii^rmn reaches the workiiii^
classes and waire-earners; the World and the Star reafh
the more intelli<i,'cnt wat^'c-carnci's and the a\eragc hiisi-
ness men. In Montreal, the Press and La Palric ha\c
hirye circnlatiotis anions- al! classes of French Cana-
dians; the Star reaches all classes amon;^' the Kn^lisli-
speakin<^' ])()|)nlation.
107. MvlJiods of disc()vcrht;j; iicxcspajX'r prifcrvncc of
loctdUij.- Ilavino- classilied tiie ne\\s])ai)ers ol' a l(;cality
accor(Iin<i" to theii" "pnjlint^' |)o\\er."" the ad\ crHser should
endeavor to eliminate the pei'sonal prejndice in t'axor it'
the medium that appeals to his own social or hiisiness
set. lie may di'aw his pndits iVom an entirelv ditfercnt
(jnarter. There are ina y ways hy means of which the
sentiment o!" tlu \arious classes ol' people can he I'onnd
out. One firm gained valuahli^ idejis ol' this hind hy
instructin<4' the clerks to lind out what iiews])ai)er tin ii'
customei-s read. Aoothei- lirm tuok a \nt( on the nmt-
ter amon;^' the elei-ks, poiiers and sei\ants in t!i(ii'
employ. Se\(i-al hanks which fell they wcrt not in
close touch Willi their ti-adt were ahle to re\ ise tin if
ad\ t rl isin^' appoi't ioinneiils, l)\- s( iidiiio- ()||| with each nl
the nioiithly self l( uii iiK a card asking I'or inroinial iiui
that wcaild pei'iiiit the hank to coiilinr ils aiiiioiin<i -
nienis and adx crtisiiin to I hi ptopir inost inh rt sled iii
fliiir haiil:im>' hiisiness. Such ijiiestioiis as the I'ollow-
iitj^' Were aslv'd :
\ ♦ ii.i i n io( j III m I lew s 1 1,1 1 HI ( ii ) \ c »i i icl;! Hi! I i \ i ■ .ii i .'
What (•\( nin;4 iiewsj)a|)( r do yoii rc'^nlarly read f
ADVERTISING .MEDIUMS
Uo
m
What newspaper goes to your home?
In whieh paper do you have the most confidence re-
s|itctin«^- honesty, I'airness, resiKnisibilityi'
The card closed witli a recjucst that the customers
;iiis\vcrs he returned with the pass hook ^hen his next
(Irposil uas made. The information thus received
tlnrw new h^ht on the oUl advertisinn- pohey of these
I, allies and led to a chanj-e of Uie advertising^- mediums.
One source of inforjnation re<iarding the character
(if a pajjcr as an advertising- medium sliould not he tner-
Innked, i.e.. internal evidence -rained from a perusal of
the advertising columns of the ])a])ers tliemselvcs. This
will often indicate its value for some s])ecial line of husi-
iKss. A haid< looking for deposits may rcas(M» thus:
liigh grade retail advertising indicates prosjjerous and
thrifty readers a home circulation and home inlluence;
;i JK.nie with mom y for spending in the retail store; and
i! also indicates some surplus savvd for the hank.
lOH. Trade jounidls atid ihiss piihlintlions. 'Vh(i
(haracter of an advertising medium can he more clearly
lermined in the cast- of trade and technical pajiers thai'
ii(
m anv other. The si/e of the circulation is not the decid-
iN-' factor in this case. The numhtr of people interested
in anv particular husiness cnlerpiise is relatively small
\«heii compared with the general n<vvspai)cr or |)opular
magazine, hut from a j)oint of view of puhlicity. the
I'ade paper oilers less uneert; inty as to potential results.
The adv( rtisir can le cirtain that his appeal w ill he made
!m people \vho are directly interested, provided his pro(l
111 meets a demand of the i)arficular trade.
Within the last few vears gr'^at im|)rovem<-nt h;'s
1 > en made in the (■haraettr ol' tlie vontenis of trade
. . I 1 .• • I 'IM...
a|)crs.
no'ii in niNNs
, 1 1 I \ I I 1 I -1 1 1 1 1;,
purily 'wnli u])" stage is gradually passing away
a IK
i!
ii
fr
126
ADVERTISING
"card" advertising lias largely given place to advertise-
ments that really liave .sonietliing to say.
The trade paper tills an important gap in the tieM of
general pnhlieity. The consumer has nsually been
Tiade the point of attack by the "dverliser for increasiiiir
the initial demand for a product. lie in turn bears
ujjon the dealer or uhoiesale consumer, an important
class interested m the journals i)ertaining to their
trade.
llow costly the overlooking of any material link in a
great national advertising campaign may be illustrated
in the case of a certain soaj) campaign. ^Vhen this tinn
began advertising their product in the rnite<l States
they confined their appropriation, amounting to
-$.)()().0()(), to the magazines. A great demand was stim-
ulated, but the dealers had never heard of it and hence
could not meet the demand. The tactical mistake in
the can:paign consisted in not IciJing the trade about the
efforts being made to introduce the soap into tins
coiMitry.
A soniewhnt similar e\|)ericnce was that of a well-
known United States food product nianufacturcr who
some years ago invaded the C madian market. His
produi is were advtrtised on a large scale in all the
larger Canadu'n cities, but. unfortunatelv. he jieLdectcd
to sec that the retail grocery trade was th'st s»ipj)lied with
a large enough stock to till ..rdrrs resulting from the
advertising. Later, when the trade finally came to
handle the line, it was surprisingly <lillieult to move tlic
I4nnds. Additional advertising s( etned otdy to serve as
a reminder of the fact that inciuirers had been unable on
previous occasions to obtain the \arious brands thcv
r;n"M III! ;n riic iiiail siores.
nion('\
had I
ill niiiii('iis<' anioind of
teen
>t((l
1 wasttd in useless ad\(rlis!ng and it was
ADVEKTISING MEDIUMS
127
a lon^ time before continued, persistent advertising
s;i\ I'd the situation.
lOl). Advdiila^cs of trade joiinmls. — The better
tnide i)ai)ers have also an advantage over the ne\vsi)ai)er
ai!(l niana/ine in the I'aet that the readers of trade jour-
nals follow the advertisement from the business niaiTs
pniiit of view — i.e., profits. Advertisements beeome
rial news of the market, priees and (jualities of goods
are compared, and valuable commercial knowledge. ])er-
I filing to the latesi improvements in design of product,
i.r methods and orgj.nization of the trade, become a
Mil)s^itute for the news sections of the daily papers.
.Ndvcrtisements are practical and essential ideas are put
f( award in concise manner, and often in much better
1 Ml 111 than the extended articles, which do not give the
uiratcst amomit of information, in a way that con-
siiims a minimum of the reader's time. Mr. (Jordon C.
K( ith. niariaging editor of the Poic.r Ilcitsr. says in this
(lamection:
(iiviiiM; the p.-ipcr tf) \ho subscTiluT at a lowrr rate is very
i'l-ijriiiticant comiiari d with IIk- ((lucativi' \,tluf of tlit a(l\' rtisc-
li. rits. 'I'lir ,Hl\rrtisc!ii<ait has a mission of it-, own to perform
-' it is of vital interest to ;'ii;,niiei rs. Stationary cnj^ineers liavo
' ,1 us that thev OWL' their position solely to iiiforniation frleaned
! Mil, advert Is. nients and eata!o;;s. 'Die enf^ineer wlio jrets in
'' 1, ii with diilVreiit svslenis is in a position to reroniiiiend the
-I suitalih- under certain conditions. Tlun when the nia-
- ,iurv or e(|iiipiiient is instalhd he can see that it is operated
ill the most c tiiii( nt luaiiiui-. li.can-r. tlia.iks to the advertisement,
ill' wns " t
aciinaiiited wiMi it h. fore it was ordiled.
110. I*ris(iil utiilii.^ (if tnidi- jminud 'id-iCrlis'infi;. —
On.' thing that has kept the ad\(i Using pages of the
.1 . 1 1 !• . I . .: I
'' iiif pajurs ill ii>\\ ih' •sT;i(iii.iriiS <<i iiiv" iiii'i j^.i/'.; ;;; .;;;■.:
tl at of tile large daily paper is the wides' read n(<tion
128
^f
ADVERTISING
that benefits to be derived from the advertising pages of
a medium dej)end solely u})on the amount of its eireula-
tion. For instanee, it is not uneommon to see in maua-
zines of u'eneral eirculation advei'tisements of sueli spt-
eialties as pulleys, boilers, eonerete reinforeing l,)ars, etc.
]Manufaeturers of purely teehnieal ])roduets are oftni
faseinated by an advertising agent's proposition wliid,
ealls for .^7,200, j)erliaps for a ■■(loul)le l)age spread" m
a |)aper sueli as tlie Sdinnhiii Excniufi; Past. The
same men would turn a deaf ear to a trade j)aper ])rop()-
sition whieb ealls for ^iO a niontb per issue in the ball' a
dozen trade papers that reaeb with small pereentage of
waste the very readers desired by the advertisers.
That the general newsj)aper or magazine ean eompcto
sueeessfully with the tichnieal ])ress whieh goes to a
limited but direetly interested number of readers lead> to
another consideration — the attitude of the achertisinj,'
ageney toward the trade j)uhlieation. T'wo causes have
contributed to a feeling of indifference on the part of
the agency toward the trade paj)er. I'irst, it is more
ditlicult for an agency lo create tiew i)usincss for a tech-
nical pa|)er than for oiic of general inti'rcst. Second,
the trade paper generally ehargi s a much lower rate for
its advertising than the other publications. l^)th of
these causes reduce the possibilities of the agent's re-
ceiving large returns in the form of commissions.
There is no donl)t that the agencies ha\e done much
valuable \\()rk in "educating" the mamifacturer and the
business man to the value dcnxcd from high class ad
vertising. but the general mediiuns have bcfu dirivir)::
the material bcndils from the ag( nt's labor because tlu v
could pay for it. \\hile the trade papers were too indi!'-
iereni to engage liigii-pnced copy u riters. A cjiange ni
this resp<-et. howe\ or. has tahen jdace in tjie last fev^
ADVERTISING MEDIUMS
129
years. Able and efficient copy departments are main-
tained by tbe l)ctler class of trade and technical papers
and the service ottered is of ^n-eat value to the adver-
tiser. These dei)artments are manned by expert copy
u ritcrs who, as a rule, are thorou<rhly familiar with the
trades or indvistries represented by their jMibiications.
111. Formal ion of .si/ttdiaites of trade pa j)cr.s.— As a
further means of overcoming this lack of c()()i)eration
1.(1 ween agencies and i)ublishcrs, there is a movement
,.11 foot in the Tnited States among the trade jniblica-
tions to join toget! cr in a syndicate all the i)apers of
a certain class. This permits them to treat witli the ad-
\ertising agency on a basis more profitable to both par-
tics concerned. For example, one enteri)rising concern
has formed a syndicate of textile ])apers. Any adver-
tiser wlio wishes to secure coiiperation of the dei)artment
stores throughout the United States can do so at once
through one central medium. By this method a higher
niade of cf^i)y is guaranteed. The syndicate can afford
h. employ a higher grade of talent than the individual
paper, 'riic grocery and allied trade papers of the
I'nitcd States, some fifty-six iii ?uimber. are similarly
K presented by one central agency with residts that are
satisfactory both to the advertisers and to themselves.
In Canada we find a somewhat ditl'erent situation.
I'hc smaller population in the Dominion cannot support
:i iiMmber of diff'ercnt trade and technical ])u!.licati()ns
III the same line. These ])ai)ers arc, however, j)ublishcd
11. groups by two or three strong publishing concerns.
Ihe MacLcan Publishing Company. Ltd., publishes
7'/,, Canadian (innrr. Ilanhaarc and Metal. Dr/i (ioods
li\rierv, Men's iVear Revieii.'. BoohseUer and Stationer.
( 'iiiadiati .'*i achniti if niiCi .'i an n j m i >< , , n t.., . •. . .^.t. ^ ■"«
l*<ncer House. Marine Engineering of Canada, Cann-
C-IV i»
-^>
130
ADVERTISING
^1-
!li^
dian Foundrfjinau, Sanitari/ Eii^hiccr and Plumber and
Stcamfittcr, Printer and PuhliHhcr. In addition, this
concern also publishes other more general magazines and
papers such as The Financial Post of Canada, Farmers'
Ma{j;a-Jnc and MacLcans Ma^a'Jnc. The Hugh C.
JMacLean Com[)any, Ltd., pid)lislies The Winnipci^
Commercial, Western Canada Contractor, Western
Canada Lumberman, Contract Record, Canada Lum-
berman and Electrical Nexcs. The (Jagnier Pul)lishiiin-
C'onij)any, Ltd., publishes The Cif^ar and Tobacco Jour-
nal, Wines, Liquors and Spirits, Clothier and Haber-
dasher, Trader and Jexceler. This com})any also con-
trols The Motor Magazine, Motor C/jclc Magazine and
other more general magazines.
112. Changes in methods adopted bjj trade papers.—
Perceiving that the apj)eal to advertisers must be made
along different lines than those emi)loved by the other
kinds of ])criodieals. the ])ul)lishers of trade journals arc
emphasizing the element of (juality rather than quantity
in their circulation.
A trade ])ublicalion that is jmpular in the office and
also in the shoj) would hardly omit an opjiortunity to
show the advertiser that while the men in the factory
may never directly purchase machinery themselves, yet
they have a great influence in determining the choice
mIk'Ii several comj)eting products are presented to the
maniigcmcnt and the office.
The Textde World Record recently published a state-
ment which illustrates this attempt to establish a new
faith in trade journal advertising. After cmi)has'zing
the necessity of knowing the names of buyers among
*l,j. 1 ._..., ..J , .. i....i:r^ ...Mi^. !i . ,, ..I. ..I ii... i'.,!! •
ii;v :^;i^v: ;: \;:;; :;:;i;~., ii j/i v scTi ii'ii XiK" Tt'/i iO >^'ini^ SiiHl-
mary of three hundred mills i)rij)ared from the Official
ADVERTISING MEDIUMS
LSI
American Tcwtilc Director//, and showed the kind of men
into wliose hands the Teaiilc World Record fell:
I'osrriDN iiKi.n nv iuyiik
rrcMiK-nt
l'ri,M>uriT
S<(T('lar.v
Acmt or Su|)(Tiiilciiil('iit
Special Buyer
('(ilton
Mills
18
ii
4
47
7
100
W«)i)lrn
Knitting
Mills
Milla
19
23
25
SO
2
2
46
40
8
5
100
100
A statement reeently made by Cduadian Macliinerij
and Mfiniifactiiriug Xe-ws, showing the eireulation and
jiosition held hy its subserihers at four Canadian points,
illustrates the information sueh a publieation is prepared
ti) submit to advertisers. This partieular statement,
which is only partially reproduced, ^ives a general idea
nf the engineering plants in Canada reached by this
medium:
North Ray
NAME Position held liy siil>«iTibcr.
II < ■. Rcid Muster Mclimic, (". V. R. Sliop-i.
Wi' Wchstor Slioj) Foreman.
T! Ro-s Master Medianie, T. & N. O. Ry. Shops.
\\ Hlack Shop Foreman.
\\ ( rijips Foreman, Nipi^>inp Fdry. & Maeh. Co.
("oi'PKH Clifk
I iiiulian f^'opper f "lifT ( o. Offiee
i.-l(i snh.)
li S. l.aii(l PurrhasinR .\pont. Can. Copprr To.
•I. (iarrow Master Meehanie, (an. Copper Co.
\Vin. Fra.scr Foreman Machinist. C.in. Copper Co.
K Micgs Tof)l Room Foreman. Can. Copper Co.
'■• I{,ipson Moulder Foreman, Can. Copper Co.
Rmi.t Stk. Mmiie
l> Kyle M(>(hani(al Supt . .\!i;oma Steel Co.
■1 't NVshitt Cen'l Master Me< h.. .Mjiimia Steel Co.
\ v.. Stewart Supt (if Shops, .\l>,'iiini> Stn 1 Co.
J ■•triikland
'has. Frcsch
Ma-ler Meeh. ( oke Plant, Aljjoma Steel Co.
. Master Meeh. Bla^t Plant. .\!gnma Steel Co.
I'
•'ff
1;32 ADM:KTISING
Friink Lowry A-^st. Master Mccli. I?lnst Plant, Aliroma Steel ( o.
\V. A. Hdltiics I'drcnian Macliinist, Aipoma Steel Co,
\Vm. M. Mann I"(ireinan Toolmaker, Algotna Steel v'o.
1". J. Tennis Mi;r. ( an. Barker Cd.
A. ("albeck ( (wner. Machine Slidp.
Northern Fiiry. \ Much. (D. . .Manager's Oflice.
Jell II N I'll rsteil I-oreinan Nor. I'M ry. & Maeli.rii, Aipinia Steel ( .1.
I'dUT William
T. S. Johnston Sliop Foreman, ('. 1'. R. Shops.
.1. S. Smith ( hi.'f Millwright, C. V. H Hlevator.
Holit. ("HIT ( lii<f Millwright, Fiiipire Klevator.
Harry Walton Toolmaker, (an. Iron ( drixiralion.
.\, M. Rimes Foreman, Ft. William Machine Co.
ll.'i. (^fV///////A'' (III' advertiser's cnn/i(Jcncc.--'yhv a(lv(.r-
tiser ouglit t(i kiujw these vital I'aet.s, and if, in addition
to this, the size of the eirculation is trutlifiilly stated, he
ean aeeurately judge of the nature of the medium.
An ilhistration from the Kailicajj Master Meehanic
shows the same effort to gaiti Xhc advertiser's confidence
hy showing him that its pages are read hy the men who
ean sign the re(|uisitions. The following phrases se-
lected from its advertisements show where it cojisiders
its strength as an advertising medium lies.
It circuliitcs ill the iiiccjuuiicil (Icpartiiunt.s of tlic r;n]\v,i\s
of America. . , , Contains cai'h niontli news of \ita] iiitcn >t
lo motive power jukI car oflicials. It covers this one fii'ld only.
It lays no claims to other (le[)artments. Its readers are tli(>
olficials who operate the p;rcat systems and say what cquipnu nt
sli.ilj he houerht. A railway mafrazine for mechanical ofRci.iK.
I^ractical, technical, clean, clear cut and close to the motiM'
power (It partiiient.
These illustrations from the Irade press show thiit
the pnhlishers ai'c niakinu; a flMiit to nut their i)apers on
the liigh j)lanc which their opportunities as advertisinj,'
mediums demand of them.
ADVERTISING MEDIUMS
133
114. Trade puhUcatwrn must depend on quaUty.—
The trade paper must be content with reckoning its sub-
scribers by thousands instead of huiuh-eds of thousands
and niilHons, as the magazines <lo. If it is to compete
with the Uu-ger circulations of the magazines, it must
sliow that results do not depend entirely upon mere bulk.
(Quality in a pai)er from the advertiser's point of view
loines from the ability of the medium to create an effec-
ti\ e demand for the goods advertised. Such a demand
means the need for an article coupled with the power
to buy it. Suppose that a technical i)ublieation goes to
six thousand manufacturers, and that each of these needs
a new machine of a certain kind, costing $400, every
ten years. The effective demand here represented is $40
perVear for each subscriber. If the advertising rate is
SCO per page, it costs the advertiser of the machine 1
cent to reach each of the 0,000 possible buyers.
On the other hand, we may suppose that the machine
advertiser, in order to "cover the country," uses a general
magazine of 500,000 circulation. He pays for his space
s:,()() per page. If this medimii reaches o.OOO ])iospec-
ti\e buyers of the machine, which is a most generous
al!ouan"ce, the cost of reaching them will be each time 10
(ruts ])er man. Furthermore, because of the higl price
paid for his magazine si)ace the advertiser spends more
time :nid money in preparing a high grade advertisement
ti) suit the space.
(\)nsi(lering the (luality of the two mediums from the
MMint of view of this particular i)roduct, it might be well
calculate the possible results if the $:>00 l)aid for a
mc in a general medium were spent for 'ight i)agcs
1.:.. t,..„i<. ^^.^u,'v■ if tlu' wholc storv were told and a
li
|M.\verful ai)peal were
made to the men most in need of
product and cai)able of buying it.
-4'
-•a I
f
134
ADVERTISING
115. Editorials as indc.rcs to quality. — The man who
buys advertising space shoukl keep an eye o: '^he editorjal
page of the trade pai)er. Au echtor who is aiixiv)us to
keep up tile nuinl)er ol' his subscriptions must (k) more
tliaii fill his editorial columns with matter securnl
tiirough a manii)ulation ol" the shears, a little general
news and a variety of aiiti(juaied jokes. Strong, earnest
and original editorials devoted to the ])articukr techni-
cal field hold up the suhscrii)tion list more strongly than
any other element in a trade ])aper. .Air. H. L. Aldrich.
publishei- of International Marine Kni^incering, says:
The editor of a technical journal should have the one aim of
givinf? to his readers tlie very best editorial matter that can he
secured in his chosen fit'ld. so as to make the publication worth
the full value of the subscription ])rice. To throw in pock.t
knives, chromos, fountain pens and a variety of other thin,<r>
to induce a man to su!)scril)e for a teclmical publication is a
confession of rank weakness in editorial qualitv, or charging
of a .subscription price out of proportion to what the paper is
worth. . . . The superintendent or ma!ia<>'er of a shipvard
would not waste his time in readinf? a pu!)lication that did not
liave the best of editorial quality. Neither would the chief en-
<^-innr of a merchant marine vessel, or the senior engineer oificer
ol a war vessel, bother hinwelf about a publication that was
edited by a "chaii'-w armer."
That a lively, aggressive and decided editoi'ial policy
is a strong l';u'lor in bringing an advertisement before
the I'cader can be judged by tic reading attention gixcii
to a publication. Tlie i"ollo\ving list o!' trade paj)ers in
the linancial field was pi-(|)ai'cd by a j)romincnt usei' ot
Itanking |)ublications. I'il'ty bankers in each state ol'
tlie Cnion were asked three leadiuLV (Uiestions as fol-
k)\vs: I'Mrst. What Itanking publication do von j)ay a
subscri|)tion for? Second. What banking ])ui)lications
ADVEIlTlSliNG MEDIUMS lt^5
do you read niost^ Third. What banldng publications
,.„nie to vour otlice free of charge? Answers came troni
a total ot' a httlc over aO per cent of the bankers to whom
the (juesticms were put.
Question Question
No. 1 No. ^l
' Bankers' Monthly ^-"^ ^ ^
AiiKi-icnn Hunker ^^1 ~-^'^
Hankers' Muga.ine ^^05 2G3
Southern Banker "'"l^ ^"^
ll.nkir.jr La«- Jouin.il 10^ 8^
y-^^.^,J,,.,. 88 48
Iniiincinl Age ^'^ ^^
( niinnercml \\ c'>.t
Wall Street Journal f)'^ ^'^
PaeiHc Banker ^''^ ^*
ruiiinierce Monthly '"
Southwestern Banker ^*
Noithwestern Banker '^^ ^*
Daily Banker and Stockholder -i^
I'liited States Inve^tor <"^ ^ ^'^
linancial Review '>^ ^
( n.itidential Banker ^^
( liicafro Banker '^-^ ^
W. stern Banker '^^ ®
linikino; and Mereantile World '5^ ^®
I^,ll,.tin of Anieri. in Ii^titute <.f Bankinj^r. . ;2:i 10
1', Hiker and TradeMiiar. ^'^
,, 17 14
Mi)iiey
\V ill Strcrt Stumiiary ^''
.; i.antile Ad.iiist.r "''J ^
\Mrri<'an Bank Itep.-.rtrr ^'^ ^
i'> 9
Mi. hiirau Inv.-tor
\ .. V,>,.,l,.,, M.iir'ivitio ' '
, 11 8
I nance
■Quoted by St. F.lm<> I-ewi'^. in Finnndal A^trrrtivnij.
^r
136
ADVERTISlxNG
Question Question
No. 1 No. ;i
Moody's Magazine 10 ;j
Jjiiiikazine 12
tlounial of ('uiiiiiicrce 11 \l
Fitiaiicial Section of New YoiK Tiines 9 ...
Economist 9
Texa.s Banker 10 l.'i
rinanciul Wurlii 10 -i
Bank Advertiser 10 5
Dun's kevieu 6 i
'J'lic ('onniiercial IJullutin 6 2
Texas Bankers' .Journal 6 4
Tiiv; Banker 5 ...
Cleariuf^ House Quartulv 5 2
Rhodes' Banking Journal 5 3
Financier 5 43
Bonds and Mortgager. 4 1
National Banker 4 1
Trust Companies 4 1
Michigan Banker 3 1
Okhihonui State Banker 3 3
Monetary Record 2 ...
Capital 1
Nel;raska Trade Review 1 ...
Bankadote 1 1
The Bulletin 2 2
Banker .uid Investor 1 1
Bankers' World 1 1
Tf such .statistics cduld he collected for all hranchcs of
trade, it would ])r<)hahiy he fouud that in every litie of
husiness, sample and free copy circulation is of little
value to advertisers. A comparison of the two columnr.
of tlie tahle clearly shows that the hankinjr ])uhlications
which ar'- read most are generally thcise that are paid
ADVERTISING MEDIUMS
1S7
for. Furthermore, anyone familiar witli the magazines
ill the hst mentioned would be struck at onee by the rela-
tivdy low place which those j)uhlications hold that are
WL-ak from an editorial point of view.
This illustrates the importance of exercising care in
weighing tlie claims of various publications seeking an
aiivertiser's jjatronage. True circulation is nowadays
taken to mean a paid circulation. It is imjjortant that
the advertiser assure himself beyond all doubt just how
the circulation of any medium he contejni)lates using is
ol.tained and who gets the i)aper. The burden of proof
:> always upon the publisher and any good trade or tech-
nical paper will welcome critical investiga' '• n of its
subscription list, editorial pohey and any claims it makes
in its solicitations.
110. Opportunities of the tcclmical advertiser.— Be-
cause of the general backwardness in the method and
(luality of advertising in the class publications, there are
<,neat opportunities for the advertiser who adopts more
piogressive ways, llis work would stand a good chance
(if being successful if only by reason of the agreeable
contrast with the ])oor displays. The modein adver-
tiser who will put in contrast with the worn-out general
lonnulas, such as "proven by fifty years of unsullied
success," "built for v/ear," interesting statements of con-
crete facts such as "^'these cylinders are made of close
grained Iron, thick enough to be re-bored if necessary,"
nill have little op])osItion so far as competing for the
r. ader's attention is concerned. This contrast Is well
slinwn by the above advertiseinents which a])peared in
.tdvertisinfr and Selling as illustrations of this very
jinint.
Anotlier opportimlty for the progressive advertiser
'■-s in the fact that so many technical advertisers are
138
ADVERTISING
fearful of disclosing some of their trade secrets if they
use specific facts which might be adopted profitably liy
competitors. One advertiser who was not afraid of
■ SACH'S aAOOKLTM ■■IOO> HOrPMAN N aWAIIK-aOSBMOALa HOHTON XJIX
ROSENDALEv.
C^^TMra' Reputktlon btuda Behind K«f>r; B«rr«l ^p^ ^^^ ^^ ^ «^ ^T^Vk
<■ H A L \. K W <1 g <' O M PA B I M 1)11 ^^EM t^^lT
OONaOLIDATBO WO»«WDAf CBMBMT COM^AWY, »« COWTtUtWOT BTWT, WBW YftW
'"■^ I
Specimen of tub Old Style of Copy.
ii!
ill
907o
'WILL. PASS A
10,000 SIEVK
We are now grinding all cement so that
SU'y will pass through a 10,000 mesh
sieve.
This increases its efTiciency 25% more.
You can accomplish, without increased
cost, more work with a given quantity,
as the liner ihe ''emcnt the greater its
sand-carrying caj^acity.
Thus improved
Louisville
Hydraulic Cement
meets the demand for a very finely
ground, relial le comcnt for brick, stone
or concrete constniction.
Na'.uru is our choi ist. Our product is
therefore unifonn.
We should lik,' to li:ivc you write us for
our illustrated ji:iiiipli'its. They are
iiiteri'sling to nuu nt users.
Western Cement Co.
351 '^' Main St.. Lo«slsvllla. Px.
Til k^ .N t ">V A N ii l> 1 i I t'. U U I N 11 11 ». A ii \ ^ l( rlMlNQ.
tcUinu' his "secrets" is the maker of a now well-known
salVtv re\<>l\er. lie told the niiblie ol' the s;il'etv U\tr
that makes aeeidental (hsi'iarge impossible. lie eiiiiie
into a field already well covered bv old and reliable re-
(II
ADVERTISING MEDIUMS
139
volver makers, but liis method was unicine — it Icalt in
a "trade secret," and it has huilt up a great business.
Alth()u<^h others have followed with safety deviees, lie
was the first to inform tiie tcehnieal readers of his prod-
uct, and no competitor has yet overtaken him.
117. (Question of free rcadinij; notices. — Kve'-y trade
|)al)er is confronted with the (juestion of free reailing
notices or '"write ups." Some advertisers seem to have
the idea that an advertising contract entitles them to free
ii>,c of the reading columns (jf the jjaper. News that is
i[istructive or of general interest to tne readers of tiie
paper should, and usually will, be printed by any good
tnule paj)er, regardless of whether or not the news has
\n do with an advertiser. A new factory, a new prod-
uit. a new plan of advertising, a new method in manu-
facturing is of interest to ever man in the trade. But
mere personal items or (leseri})tions of old goods, the
jirima'v purpose of which is to give additional advertis-
ing to a concern alrea('y aj»j)earing in the advertising sec-
tiDU, is of little value, either to the advertiser or to the
|iii!)lication. The openness of the advertiser's methods
Is ([uestioned and the editorial policy suffers loss in pres-
tige. The natural restdt is a falling off in interest in the
reading matter carrying with it diminishing interest in
the auvertising ])ages.
'I'he effect of a loose policy in this rcs|)cet is illustrated
ill llie reasons given by a large advertiser for canct ling
a long time contract with oi' .1' the largest tr;'de ))aper.s
ill the r?iited States. " I •' • were to send those |)eople
a cut of the first s(]uare we iver made and v,ire to a^k
til' ! 1 to write it up. tliey would bring it out in their
1.1 \t issue in The New (loods l)«|>artment. \N'e, our-
selves, do not wish to take any such advantage ot any
paper wc use, but, on the other hand, we lU^ not ^\i'^h any
fr*'
• ♦■-.
110
ADVF.RTISING
Hi.
of our new goods to be ilis[)kiye(l side by side \\\i\\ the
old <4'oods of some otlier nuuiufaetiirer. \\\ our opinion,
siK'h a i)a])er is of little value to the trade and ean exrrl
but little inliuenee. So \ve have deeided we ean lio ;is
V ell without it."
1 18. Contracts and terms. — Most business men do not
think it good poliey to sign eontraets for more than one
Year, unless thev feel they are proteeting themselves
against a probable advanee in rate, or in order to obtain a
long term eontraet diseount. In Canada, for exami)le. the
rapid growth of tJie eountry earries w ith it eorrespond-
ing inereases in the eireulation of any good publieation.
i\d\erti.sing rates, as a result, are inereased at intervals
and for this reason, strong publieations are not inclined
to aeeept eontraets i'or more than a year or to allow
discounts for long term contracts. A contrary policy
would, under ordinary circumstances, l)e an evidence of
weakness on the part of the publication.
The best trade j)apers are insisting upon consistency
in their advertising terms. Cut rates produc he simiic
havoc here as in any other line of business. Tiie utility
which the paper oifers in the form of selling power is
more easily comprehended by the l)uy( r ol' advertising
space if a one price |)olicy is adopted and held to.
In fact, it may be said that no trade or technical puh-
lic.'ition of high standing, in the I'nitcd States or Can-
ada, will d(\ iatc from its publiNJicd ratr cMrd.
iAlthongh ti'adc p;iptr circulations arc mil fi\c<l with
the same dcn'rtt' of ;iccur;icv as those of IIk popid;ir
maga/ine and although tliis is nut the mc;st iniportaii>
factor, yet the publication with the large circulation is.
of conisi'. most \;duablc. It ?nust. however, cover its
lield in a thorough ni;mn( r and be e(htorially strong.
The practice of charging iVom l.j to K) per cent tnorc
ADVERTISING M KDIUMS
Ul
foitlirec or four insertions than when a yearly contract is
siuiH'J makes it desirable to examine the (juantity as
\m!1 as the qnality of the circulation. Other discounts
iillowcd by trade journals are discounts for cash, dis-
II Hints for a certain number of consecutive insertions,
liiscounts contingent on the amount of space used, and
tcr \;'.rious other reasons.
In writing to pubhsjiers the prospective advertiser
Nlinuld recjuest s|)ecitic- ini'ormation in his iirsl If-tter.
This is necessary since many rate cards issued by trade
iniirnals fail to ^ive eomi)lete information.
Ml). l\sc of ^noicral mcdiiiiiis. — Illustrak'd j)apers
iinil magazines may be said to cover the caj)tion of j^en-
d.il mediums.^ A recent newspaper directory showed
a lotal of 2.'i,.)9.) different publications, of which 17,02fi
Wire weekly jiapers, ])rincii)ally local weeklies; 2,81-1.
\v( re monthly publications: and of the class publication.;.
I'VJ '.ere religious. 307 were devoted to agricidture, '2t)0
tn general literature and magazines, and the r'^mainder
wf re devoted to various special interests. The total
lirculation of each issue reached the enormous sum of
1 1 l.'JIM»..'}.'{i copies: i.i'.. I'nr a period of .'M!.') days the
(ircnlatiou amounted to S,1C.H,1 4.i,7tO copies or enough
I he (|urvtion is frccincntly ,isU<-(l. "How tti.iny more nc\vs]i;nicr.i ,iru)
'iii^Mzines arc thrrr now (Iimti tlurr n^rd tn tir'-" Thr st.ilislir'; .iic infrr-
i"-linp. The nuinl'cr of j-uMicitioiis in the riiitfii SlatrN at difTcrrnt
"••iiifls nrr .is fol!o\v>.:
N iiir.
|H(il
IH7I
IHS,,
|H<I|
1 »;<)(;
Piililicitions.
I'liii,
I'M I
(i.O.-if.
lii.JilT
It.UiO
I'l.T'iO
If I wTa
142
ADVERTISING
to ^ive every person in the I'nitcd States 107 copies
each in a sin<^le year. ^Vnionir tliese publications the
monthly ma^a/ines furnish at least .)20 copies for each
1, ()()() of the inhabitants. The fi^'ures show something of
the ])o\\er and the oj)portunities of tls' advertiser wlio
uses the j^eiiei-al mediums.
rjO. Disfrilfutidii of jiiihlicdtions. - It is imj)ortaiit
that e\ery national adxtrtiser study carefully the teiii-
t'lrial distribution of the ncneral medium. A periodi-
cal that has a lar-^c cireuhition in Chicago may be far
out-distanced by another of the same charaet >• in St.
l.ouis. ( )r, in C'anachi. it may be found that of vo pub-
lications of the same character, one has a larijfer circula-
tion in the l^rovinee of Ontario, while tlic other's circu-
lation in the westeiit i)rovinces is particularly strong.
Thus it may be well to have a jjopulation ma. at hand,
which should bi'eomjjared witli the statistics furnishcil by
th(> solicitors' departments of the various publieations.
Such a comparison will show that, in a general way, the
density of population and circulation of j)criodicals
rougbly coincide.
l""oi* instance, a map showitig the relative density
of eii'eulalion over the I'nited Slates would disclose
♦he fact that, of all kinds of publications, the greatest
circulatio?! is confined to'tbc counliy east of the Ml^-
sissip))i River and no'Ib of Mason and Dixon's lint.
Illinois. New ^'ork :ind IN imsyh ariia each ha\c a cii-
culation of 1(>,00().(>()() and over. Maine, Massachu-
setts. New .Jersey. Ohio. Indiana. Missotn'i and Tdi-
nessee each have i)etweeti 'J.OOO.OOO a!ul 1 (>.()()(■ 0(»(i;
while (".Mlifornia, New Mexico. Kansas. \ebrask;i.
T«'\as, Minnesota, Iowa, (ieorgia, \'irginia, Maryland
and Kentucky each show a cu'cuiation of between .")()(».-
()()() and I'.OOO.OOO. The of her states have less than 500.-
ADVi:RTISIN(i .MKDUMS
143
■■,1 '■!
1)00 each. A I'lirtlicr analysis shows that tlie first ten
states named eontain 81 per cent of the conihined circu-
lation of all pubhcations. It is evident, therefore, that
ill a general eanipai;4ii, unless special effort is made to use
the pa|)ers that circulate in the far west and south, the
|iiil)lieity \\ ill i)e confined largely to the northeastern
Mction of the United States, ^here the ])opulation is
ill iisest and consumj)tion of all jjrodncts greatest.
ill Canada, aj)))ro\imately .>() ])er cent of the circula-
tiiin of a national maga/ine such as Mac I. can's, Caita-
illiiii Home Journal and Canadian Courier will be fo>md
iii the l*ro\ince of Ontario. The halanee is about ecpially
i|i\ idcd between Quebec and the maritime ])rovinces in
t!ic east, and Manitoba, Alberta, Saskatchewan and Brit-
isii Columbia in the west. The Western Home MontJil//
and the Canada Home MonlJiIi/ circulate principally in
the Canadian West. lieeause of the large French
s])(aking population in Quebec, tiie circulation of any
I'.iigiish magazine in that j)rovince is naturally small.
If is clear, however, that a judicious selection of maga-
/.iius in Canada will ])ro\ ide an advertiser with circula-
tion uniformly covering the entire country.
l'_'I. .inali/sis of jnihlications.- 'Vhc same general
II Ihod should be followed in detei mining the character
III a general medium as is used in the anal\sis ol' the
tr.ide paper. Its circulation .ind its personality deter-
!H ;ic the pulling p"\ver and the advertising rates of a
II igazine.
i'_'2. Mas:a'.incs for rconicn. — .Advertisers commonly
^|i' ak of the general mediums as being divided into three
(lasses, since eacli attracts a distinct class of readers.
I is makes some publications more xaluable to one ad-
"'iriiser lii.ui in rtiiriTrKr. i irsr cr'nu iiic" tvoiiKii s j/iri-
"licals, of which Ww Ladies' Home Journal and the
|i,
144
ADVERTISING
Delineator arc prominent examples. In a sense these
two mediums have set the type for all others of this kind
of pui)!ieation. It would i>ot he safe, however, for an
advertiser to rest contented with so simple an analysis,
for each of these i)a[)crs has an individuality (juitc dif-
ferent fi-oni the oilier.
The Ladies' Home Joiiniul and the Delineator ap-
l)eal to every class of woman; to the home side of her
nature, and also to the social side, 'riiese two puhlica-
tions show distinct characteristics in their make-up.
The Jonrnal amon^ the women's paj)ers has set the
standard si/e for this class of ])ul)licati()ns. The size of
its type ])a^^e is 9:1 hy 1 U. The Delineator held to a
si/.e of its own for a numhcr of years with a page fil by
0], hut recently its dimensions were made the same as
those of the Journal.
In another respect these two papers resemble each
other and that is in their power to hold their position as
a "regular" family paper. The renewal of subscriptions
year after year for some one pa])er is not so characteristic
of American homes today as in the past. One or two
maga/incs will he taken one year, and the next year
something new will find a |>lacc Mithin the household.
Hut in the matter of women's publications the choice is
more restricted, and as a c()nse(]uence the Journal and
the Delineator hold the family allegia?ice with gnat
tenacity. In Canada. The Home J< irnal is the only
|)ublication that might strictly be termed a woman's
maga/ine. ha\ ing genei'al features that distinguish, a
j)ublicati(>ii of this ty|)e.
TJ.'J. Cieneral monthlies and rceeklies. The second
class of magazines embraces the great monthlies, such
as the Atlantie Mont hi fi. Harper's and Serihner's. An
analysis of these p»d)lications would show that each has
h
AI)Vi:in'ISlN(i MEDIUMS
145
;, pt'ciiliar advantage as an advertising medium. Eaeh
wirlds an iniiuenee over its eonstitueney worth paying
iui'. Tiiese ])ai)ers ai)i)eal to their readers in a manner
iliat mai<es them look upon the magazine as "their
].;i|)ir/" and henee an advertisement gets tlie henetit of
tin eonfidenee with wliieh the magazine has inspired
lliMsc readers. If tlie hwsiness man luis an artiele that
;i|)|)(:ils to the eonservative, echieated man and woman,
lu would find appreeiative readers in the sul)ser:bers to
tli(sc magazines. Tliere are shades of (htferenee, of
cniirse, among tliese puliHeations. for, whereas the At-
Imilic Monthli/ is eonsidercd the most eonservative hter-
;i!v puhlieation in the Tnited States and has a eom])ara-
ti\ely small eireulation, Scribncr's stands in the middle-
tiiound between the eonservative Atlantic Monthli/ and
the popular magazines, sueh as McCliirc's and Evcrtj-
hnilii's. These latter diff'er from the Ccntiirn and Ilar-
jK r class in that they l)elong to the masses and enjoy a
prnjHJrtionately larger eireulation. \\y their aggressive
hiisiness methods and journalistic policy these ])oi)ular
iiKigazines have developed a field— or rather filled a de-
i.ind — wliieh no other class of ])uhlication reaches with-
out political affiliations, free of that newspaj)er bias which
n(H s with the daily and weekly i)ai)ers. These magazines
appeal esiK'cially to thetypieal American man of affairs.
Following closely the above ])u])licatio!\s in general
rliMractcristies, comes ajiother division of the monthly
(lass. i.e.. Munsc/i's and the CoswopoUfnti, yet u|)on
rinse analysis each is foimd to reflec-t a different and dis-
tinct constituency, and it is in this that the advertiser
is interested chiefly. Thus the ConwopoVitaii has mI-
wivs assumed a more or liss radical editorial attitude
m literature. ])olities and art. i'n^gressives' in
tluiught and action read this type of paper. iMiinsci/'s
r_iv— in
If
UG
ADVERTISING
Mfiij^fainc, as is shown in a I'ornicr chapter, has always
hc'cii a pa|)(.r ol' the common i)C()i)le, making as its
specialty an appeal to the hetter taste in illustiatioii
and |)eis()nal jonrnalism.
What is trne of I 'nited Slates medinms in this respect
is likewise true of Canadian pnhlications. Comparing;
C'anafhis three leadin<^' monthly niaga/ines it would hu
lonnd that each appeals to a particular class of readt is.
MacLi'aii'.s reaches the homes of the leaders of society,
tinance, commerce and politics; The Cunadian Mdi^'frJiic
appeals to art critics, professors, teachers and those of
])ron()unced literary tendencies: Cainuld Montlilij reaches
readers of li<iht fiction.
There are other monthly j)ul)lications which fal!
within this <ifeneral class, such as the Journal of Ac-
coinifdNC//. S //stein, Jf'arld'.s M'urJ:. etc.. i)ut they rcallv
helonyto the class puhlications whicli were named ahovc.
'i'urning to the <i,reat weeklies we h.ave a third class
of general mediums. Prominent among these are Col-
lier .s. Harper's Weeldji, lA.slie'n Jf'eckl/j, Oiitloak.
Youth's Companion, Literar/i Dii^est, Saturdaf/ Even-
ing; Post , Canadian Courier and Saturda// Xi^Jit.
124. Influence of editorial poUc?/. — Xo attempt will
1)0 made to analyze these jiuhlications even in a super-
ficial way. The analysis made of the monthly maga-
zines was sim])ly to indicate the direction which the in-
vestigator must take if he would remove as many as
possihle ;if the uncertainties that li{> in the path of every
advertising venture.
W hat the advertiser wants to know is the si/yC of the
circulation and where the luedium goes. Some of this
iid'ormation may he ohtained by a general inspection of
the editorial policy. ,\ dill'ercnce in the editorial poiii'
of view indicates a ditference in the mental attitude of
AD\i;K'llSL\(i M1:DU MS
147
the readers. For example, the Saturdaij Evening Post
makes a speeialty of diseussing savings inve>tnieiits.
in harmony with this point ol' view the ethtorial policy
takes a sane and conservative stand on the ([uestions of
the day; hence its influence with the average man is very
strong, hecause he I'cels that every proposition adver-
tised l)y the Post has heen investigated.
The advertiser may i'urther learn that in the United
States Harper's Weeklfi re])resents the opinions of the
commercial Kast, and that Miiii!ic'//'n is relatively
stronger in the West than in the Kast, in Canada, that
Macljcan's is strong in the East, while the hulk of
Canada Monthli/ circulation is in the ^^'cst. But if he
wishes to know whether the circulation management is
vvorking vigorously and elVectively in any ])articular ter-
ritory, the advertiser should demand such knowletlge of
tlie solicitor.
125. E.rperienee of Collier's IVcckli/. — An example
ut what one })uhlication has done to gain the confidence
of its advertisers is shown in the statements issued hy
Cnllicrs' ifceJ,!//, which are printed on pages 148-140.
The actual net circulation of Collier's is given in a
statement signed hy puhlic accountants. That this
iinarantee is not an advertising dodge is proven hy the
p'ljicy j)ursued hy the company since its ado])tion in
I'M 18. In tliis year the conrpany refunded every adver-
tiser pro )-ata of what they had paid in and on a hasis
of about l.'J.OOO coj)ies shortage. This refund amounted
tn many tliousands of dollars.
This was the beginning of a ])olicy which is graduallv
I" iiig adopted by ntht i publications and may become
utiicral. Apaiii iii H)()o another refund, uas made to a
I>art of its advertisers, namely, those who used the paper
Mu first part of the year, but not the last six months.
I
IH
118
AI)M:KTISIN(i
Circulalion Analysis of COLLIER'S
The National Weekly
Statements ahi-: Lssukd undku thi; Fullowin<i Classifications;
;. Bi/ Utaics
2. lixj Occiipatinnn
S. It;/ liiiyuni Centers (i. c, uithin fifty mile railius of the larger eilus)
.'/. By Groups of Citii »
o. By Indieiilual Cities on Request
The contents "' tlio first two Btatementa will be givin onl. as
examiiles,
statp:ment No. i — by states
NORTH ATLANTIC -of Total
Maine 3,nso
New Hamiishire .... J, 201
Vermont 1.9S2
Massachusetts 25,101
Rhode l8l'in<l 4.7.11
Connect'cut G,9.jC
New York (■>4,32S
New Jersey 17. HO
Pennsylvania r.s.fiOt
1G1,322
30.1
SOUTH ATLANTIC
Dolawart 0S3
Maryland S.oir,
District of Colnniliia. 3,72 1
Virginia t).7U
West Virfiinia 4, "SO
North Carolina 4,.')^7
South Carolina 2,315
(leorpia .5,100
Florida 3,407
SOUTH CENTRAL %nt Total
Kentucky 7,314
Tennessee 7,2S1
Alabama 5,290
Mississippi 3 074
Louisiana 7,720
Arkansas 4,450
Oklahoma 7,300
Texas 13,492
55,97:
10.2
WESTERN
39,75
NORTH CENTRAL
Ohio 2S,C17
Indiana 1S,074
Illinois 33,930
MichiRan 15,1:23
Wisconsin 12,411
Minnesota 12,952
Iowa lO.fSl
r»i ioiiv'iir* i ~ , i — .t
North Dakota 2.514
South Dakota 2. 70S
Nebraska 0,040
Kansas 11.319
17;;,S24 31,8
Montnna . . . .
Idaho
Wyoming . . ,
Colorado . . .
Now Mexico
Arizona . . . .
Utah
Nevada ....
Washington
Oregon ....
California . .
9
1
o
4
13
30
4S9
1S4
934
943
753
,042
,041
743
050
204
000
80,054 14.7
Canada 30,021 B.5
Forcipn 2,075 ^
Total 540,030 100.
1\-10
B,5
ADVKUTISINT, MKDH'MS
STATEMENT No. 2 — BY OCCUPATIONS
14!)
FINANCIAL, C^VSSES
Hankers a' 1 brokers
i: Ilk offirials and cashiers
Ki:il ebtate and insurance
brokers ' 1
Insurance and trust offl-
<'ial3
Treasurers
515
5u7
25,3^2
PROFESSIONAL CLASSES
I'hvsic-ians, b irgi ms and
oculist 21,293
Lawyers • •
Dentists
DiuKS^ists and then sis...
i^ intists, professors.
'■achers
,:i((tricians
^'•lulents
Secretaries
Archit<^('ts
Ckrviymen
Art; 's and scul|iturs 1,1j4
Misi ellaneous 3,353
i:!,592
7,4S8
7.923
5,94S
4,243
2774
1,726
1.341
1,242
M ANUFACTURINQ P U R -
SUITS
Officials and owners 5C.031
Foremen, expert, mechan-
ics, etc
33.278
89,309
RETAIL DEALERS
For example: Clrooers, 14,-
823; butchers. 7.7CS 89,812
OFFICE WORKERS OF
ALL CLASSES 129.7C7
SALESMEN AND BUYERS. 23,064
HOTELS, CLUBS. RES-
TAURANTS, READING
ROOMS, AND PUBLIC
INSTITUTES 20.750
72.077
I!I ILDiNG AND ALLIED
TRADES
luchidinK builders, con-
tractors, engineers, deal-
ers in lumber, decora-
tors, dealers in building;
materials 32.356
GOVERNMENT OFFICIALS
AND THE PUBLIC
SERVICE
!"■ Icral and municipal offi-
cials C,485
r ilili(' service 7,s.j4
(' hsu'.ates *^^^
TRANSPORTATION
Steamphips ai. 1 Pullman
cars
Officials
Engineers, despatchera,
agents, conductors, etc. . 19,280
230
643
20,153
HOT'SEHOLDERS. HOUSE-
"EEPEUS, ETC 14,101
ADVKRT'SERS AND AD-
V E T I S I N G AGEN-
CIES
NEWSPAPERS
AZINES ..
AND MAG-
MISCELLANEOT'S
Total ^'C,o:
5,059
3,543
5.024
!0
thoir circulation books at any time.
Ot"
upon their examination
The above circulation ci ^wo.ooo wao ^i.w.
..riiouse & Company, Chartered Accountants,
jur circulation, December, 1909.
l\ F. COLLIER & SON,
JffcT J. H. Guy, VumptroUer.
If
150
ADVEllTISIXG
w
•if
I
• If I
m
\m-
Those advertisers who used the j)aper the whole year
(hd not yet a rei'iind beeause during tin- seeond haU'
there was an exeess over the guarantf ed number.
Furthermore, the advertisers who received un ex<.ess
above that which they were guaranteed paid nothing fur
the surj)his.
The business world (luiekly responded to thib at-
tem])t to strengthen their confidence in the adver-
tising ])olieies of maga/ines. This res])ons>' is shown
in the larger amount of advertising carried by Collier's
in the year 1909 as compared with 1908, while the
amount carried in 1910 was at least 2j per cent more
than that carried in 1909. In commenting upon this
policy and the success with whicli it has l)een carried
out, JNlr. C. E. Patterson, the business ricnager, says:
Advertisers and advertising agents are no longer worrying
about Collier's circulation. Tlioy do not worry wlietlier tlu-y
get 300,000 or 500,000 ; they know from past experience tlmt
they only pay for what we actually deliver.
I hclievc advertisers have a right to demand to know the
exact circulation of publications that they are usiner. Investitra-
tion shows that this information is liard to obtain. Publishers
will not cjuote in round or net figures or, if they do, they will
not promise to refund for shortage.
As an excuse for tiot (h)ing this some publishers say it is
not right to ask tluni to pay for shortage vmlcss advertisers pav
for excess. Wheat is sold by the carload but paid for by the
bushel; woolens are sold l)y the bolt and paid for by the yard.
n
In addition to quoting a circulation, CoUicr's gives its
advertisers all the information that they could reason-
ably demand. Tims besides the statements shown above
it also ])re])ares statements showing the circulation ac-
cording to buying centers (i.e., within fifty mile radius
V
AI)VERT1SIN(; MEDIUMS
151
of the lart^cr cities) by groups of cities, and by individ-
luil cities oil re(jiiest.
Hv pursuing tliis policy Collier's set an example
that must sooner or later be followed by all reliable pub-
lications. This is in luirmo' nith the constant demand
of advertisers that magazines and newspa])ers furnish
reliable data as to the amount of their circulation.
CHAPTER VI
ADVERTISING MEDIUMS (Continued)
If?
H
I- ^
f
Uti'
m
m
120. Ncti'spupcrs, home prints, patent insides.—
Newsj)a})ers may be spokf'U of as dailies or as weeklies.
The former may be eltiier iiK-tropolitan or country
j)apers, but such a division is Durely an arbitrary one.
Advertising men generally consider as metropolitan
dailies those which are })iiblished in cities of the tirst
rank, of which there are about twenty. All other
pai)ers are called country dailies.
There is another division of newspapers wliich is im-
portant because of its numbers. This consists of tlie
Meekly ncws})apers and they exceed all other publica-
tions j)ut together, there being about thirteen thousaiul
in all. Two reasons may be given for the growth of tlie
number of weekly newspapers in the Ignited States and
Canada. The jxistoUice department has given more as-
sistance to this form of periodical than to any other, and
a system of coiipcration e.\is,s by which many different
weeklies are printed in j>art !)y one ci'iitral printing con-
cern. Tile cost of printing has bitji greatly reduced for
the small country ])ublisji(,r. 'I'hese concerns are called
"ready print" comjv>'ucs and they supply on an aver-
age about I ight thous.uid nc\vsp;(p(.rs u ';, ready prints,
This feature is ini|)ortant to the advirtiscr sini-e it per-
mits him to eiononii'/e in the matter of |)laies or electri)-
types whenever undirfaking an extensive campaign.
l"or example, oidy one jilatc or dec trotyjie need be sent
i ■
! i -
- Ir
ADVERTISING MEDIUMS 153
to the home office of the "hst" where the insides of per-
liaps two thousand pai)ers may he printed from the one
plate.
127. Coopcralh-e printing.— The following table
shows, by states, provinces and territories arranged geo-
.nai)hicallv, the number of newspapers printed on the
c()()perative plan:
'I'ahle 57. — Ne\vspai)ors printtcl on tlie co-operative plan, by
states jukI territories: 1900.^
Statk oh TiKiUTOKV Nuniln r of
Ni'\vspaj)ers.
United States 7,7-i9
North Atlantic- diviMon 7!^8
New Kn inland ^ ' *
Maine • 1^
New Hanipsliire 30
Vermont ^^
Massaehusetts 90
Uhode Island 16
Connecticut *°
Sontl.ern North Atlantic Sr)!
New York 196
New .lii-sey "9
Pennsylvania •^'6
Soutli Atlantic ilivision •'>11
Nortlicrn S..;itli Atlantic- 185
l).Ia«-u-.- *
Maryland +9
lv,l.,h (rtiMis of tlu- rnit..l Sl.l.s V.mi, \ ..I. !», j-iigrs IIOV-IIO:,. No
' r li^jiirrs hiivc Ucen issui-il.
li
ff*^
m
If:
f '-
ilifl
iNJ
i54 ADVERTISING
Number of
Newspapers.
District of Cohiinhia 6
Virginia 62
West Virgiiii.i 61
Southern South Atlaiitie 3i2f>
North (arohiia 81
South ("arohna 51
Georgia 135
Florida 59
North Central divlNion 4,725
Eastern North Central 2,110
Ohio 337
Indiana 358
Illinois 703
]\Iichi<^an 3G5
Wisconsin 34.7
Table 57. — Ni\vspaj)ers printed on the co-operative })lan. In
states and territories: 11)00 — Continued.
Statk ok Tkukitouy
Western North Central 2.(515
Minni sota 40<)
low.i (jl!)
.M;s>ouii .'J7f)
North Dak-.t.i 122
South Dakota 224
Nebraska 4(52
Kansas 403
South Central division 1.179
Eastern South ( 'ent ral 476
Kentucky 69
k
V
ad\er:isixg mediums 155
Nuinher of
Nl'W.SJ)ilp(.TS.
Tennessee ll-l
Ahihaniii 13i
Mississippi 1G9
Western South (Vntral 703
LouisiiUia 9-i
Ark;uisns l-i^
Indian TiTiltory 6ii
Oklahoniii l-tS
Texas 2.'51
Wesurn division 606
K(Kky Mountain 285
Montana 32
Idaho 40
\\yom'u<r 20
Colorado 1~ <
Now Mexico 1 ^
Basin and IMatcau 43
Arizona !•
rtah 35
Nevada '•
ratitir 27H
\Vashiii}rton 9>
Orif^on '•■*
I'ahruriiia 118
I M ( ' \ \ \ 1 1 \
Qui'Ix'c ' '*
Ontario -'fiT
Maniloh (yH
Alhi. I f'G
Saskaichi'« ■HI 1 '1
Uritish Coiuiiihii 10
loO
ADVERTISING
n
128. Location of papers priulcd coiipcrativchf. — It
Mill l)t' seen IVoiii this statement that in the Fnitcd States
oNcr (■){) ])er cent of t!ie papers j)riiile(l on the c()(')])erative
])lan are found in the North Central division. 'J'he num-
ber in Illinois alone (the highest for any single state)
nearly e(iuals the niiniher shown for the entire North
Atlantie division, and Iowa (next in rank) surpasses
both the >\'estern and South iVtlantic divisions. In
Canada, Ontario leads in this elass of ])aj)er, while Sas-
katehewan, Manitoba, iMberta, Q.iebee and British
Columbia follow in the order mentioned.
Many of the news])apers of this elass are tiie only
ones in. their respeetive towns — this l)ein<jf the case v.ih
GO per cent of those sent out by one eoneern. ^ the
j)resent time most of the newsjjapers ])rinted in this wax-
are weeklies, and these form more than lialf of the
total number of weeklies in Ameriea. Many semi-
weeklies and triweeklies, also, are issued in this way. and
some dailies adopt the method. These dailies are
I)rinted at a distributing^ center, sent out by ex|)ress in
the mornin<,^ and finished at th.e local oflice in the after-
noo'i.
Some concerns emleavor to avoid the sameness of aj)-
[xarance in "patent insides" by issuing' material in the
form of stei-eoly|)i'(l plates ready for printiiiy,-, instead
iif in priitt'd sjieets. They first siiid out proof sher's.
s!io\\in<4' uli.it artieles they Ikhc on hand, and from tlii>e
the local editor St K<-ts Mliat he chooses. On rcc-eiviiiti
the plates he cuts them up as he likes, t'or arrannrment
in his pau'c, c\cn eutliii^'olV tlu' hcadinu,s and supplying,'
luadlines of his (n\n. io secure greater indix iduality
The Amci-ican Press Association of X^w ^'ork. or<j:.ni-
i/(il about ISSO. contivtls nineli ol' thi' biisint'ss in pl.itf
matter, ait'i has ali'eadx b( en i-eferr(d to as the assuc -
A1)V'- ISLVG MEDIUMS
157
ation supplied by the iVssoeiatcd Press with telegraphic
news for use twelve hours after the regular service. The
iRws received by this association in the morning is set up
in j)! te form and distributed to some 2.r)()() daihes for
usf the same afternoon. This oi gani/ation serves a
Iiirue number of newsi)apers, inchiding many dailies,
uiiji electrotype or stereotyi)e plates of misceUaneous
matter, and ilso sells type uniform with tiiat used in
iiiak g til j)lates, so that the paj)ers supplied may be
mule to a|)j)ear the same throughout.
There a|)pears to be a growing tendency toward the
iiM' of i)lat(; matter in ])reference to the half-])rinted
sliicts. C" untry journals are l)eginning to demand tele-
-r;il)hica] news, and tiiis the i)late-mattcr concerns can
supply fresher than the "jjatent insides."
!•_".). licaiJn print lists. — The business of supplying
n.iilv prints to country newspaj)ers is now represented
liv nliout six large concerns in the Tnited States. C'an-
a.la has one-half this number. Those in the Ignited
Slates are known as Kellogg's lists, the Atlantic Coast
li^ts. the C'hicigo Newspaper Union, the Omaha Ncws-
paiier Tnion. the A\'cstern Xewspai)er I'nion and the
ruific Newspaper I'nion. Those in Canada are the
W il .n List, TI.c Hamilton Newspa])er I'nion, and the
\V inriijHg Xewspai)er Union. The sjjccial importance
o\' Mie isumtry news))ai)ers for the advertiser lies in the
fact that they arc home papers. This gives local influ-
ni.r to the advertisemeJits. . Jso on account ftf general
-I- of "patent insides" it enables the advertiser to reach
(limy small towns which otherwise muNt be omitted from
his plans. This is the chea])est form of ncwsj)aper pub-
lished and it permits the country editor t(^ carry on his
l)iisiness with a circulation which frcciucntly does not
n adi more than live hundred.
.38
Al)\ KUTISIXG
l.'JO. Space, pusition and rates. — Having decided
wiiiit nicdiuni will oll'er the best returns, and knowing'
\\ hat amount of appropriation ought to or can be used,
it then devolves upon the a<lvertiser to decide what spuce
and luMv much is to l)e taken. A definite ])lan as to the
apj)Oiiionnient of the advertising appropriation is vaiu-
ai)le for two reasons, not generally thought of by the
advertiser. In tiie first i)laee it permits him to meet the
advertising solicitor with a definite i)lan, and thus in-
sures him against the giving of advertising contracts
impulsively and without due consideration. Some one
has said that an advertiser without a definite knowledse
of what he intends to s])end, or of the mediums and the
amount of space he desires to use, becomes the easiest
kind of prey to the solicitor, "because he places adver-
tising on the same basis as a man who buys a meal. If
he is feeling cheerful and hungry he buys in abundance.
If his stomaeli is a little l):t out of order he cuts it down
to a milk and cracker basis."
l.*n. CJioosinn; ncccs.sari/ space. — Tn deciding how to
.select advertising space three questions will present
themselves at once. First, shall a small space be used
every day; second, shall a larger space be used less f'-e-
quently ; third, shall a very large sj)ace be used occasion-
ally? The ansMcrs to these questions can be found only
after a due consideration of all the facts in the case. It
is our purpose at present simply to state the various
technical considerations conTiccted with space, position
and rates. However, a ])rinci|)le followed by some ad-
vertisers is to the ed'eet that the appro))ri;'tion -s to he
sjient as it is rccpiired, l''or example, if an educational
campaign were planned with the dally ])apers, at least
10 per cent of the origir)al api)ron»-iation s!ionld be set
aside as a reserxe fund, this reser\e to l)e used if the
! }
ADVERTISINCi MEDIl MS
159
necessity for larger space arose. Such a necessity may
arise in the case of hank advertising when a great hur-
olarv takes pUice. The reserve fund could then he called
ii|i()ii lo (h-aw tile attention of tlie ])uhlic to the safe-
guards wliicii liie hank i)ossessed and how safe all money
(III deposit in this hank would he. This wduld call for
a larger space than the regular daily allowance. Thus
the reserve fund ])erniits the advertiser to seize favorahle
opjjortunitics and to meet unusual conditions.
l.'J2. liclativi' value of variotis jxirl.s of iictcs papers. —
Keside the (juestion of circtdation, the cost of space in a
l)ii!)lication is determined hy the amount used and its
j)()sition upon the page. The (luestion that arises imme-
diately is what ])art of the j)ai)er pays hest, A news-
paper serves many interests. In most of them there is
ati editorial section, a local news i)age, a market page, a
tiiiancial page, a woman's page, a sjjorting \rdgc and a
Ui neral news page. That there is a choice hetween the
l)ages, as classified ahove, is shown in the fact as an
illustration that safe deposit companies get hetter re-
sults from the use of eitl>er the woman's or the financial
page, while trust companies find it more profitahle to
use cither the local news, where, for example, the build-
ing news is usually printed, or the financial page. Like-
wise, hanks or trust companies, advertising their savings
(1( partments, find tiie home page more profitahle; while
tlie commercial hank, which deals chicfiy in commercial
paper, uses th.c market or financial ])age to the greatest
jiiKnntage. However, even financial advertisements
v.ould prefer a coiispicuous ])osition on the news page
to any here mentioned.
^'arious kinds of ])ositions for which newspapers
charge more, varying from li [ler cent to full rates, are
tlie following:
160
ADVERTISING
tii-
1. Island posit'Dii^ — .surroutuled with riadiiirr matter.
2. Top of column or bottom of column, surrounded by read-
in"" matter, oi" fi)llo\\in<; readin'; matter — called "full
jjosition."
3. Next to and above reading matter.
4. Next to and following' readni^ matter.
5. Next to reading matter, alongside, undi nieatli, or above,
fi. I'oot of column.
7. Toj) of colunm.
Of tlicse positions the most exclusive is tliat of island
positions, but most j)aj)ers raicly <^i-ant this privilege to
an advertiser. There are various opinions among ad-
vertising men as to what constitutes the best position,
but the majority seem to agree that the top of tiie
column, next to and followed by reading matter, on the
news page, is the best position in a newspaper. One
strong argument in supi)ort of this is that the adver-
tisement is urought in line with the headlines of the
newspaper and thus is the first item to attract the read-
er's attention, since the average man, by force of habit,
when he looks through a ])aper seeks the top of tlie
column in order to fit ' the headhnes of the leading?
articles.
In order to use this space to the best advantage it is
better to have an advertisement which is one-half the
column i)agc and two cohinuis wide, than a full colunm
in a single column space.
Another thing to be considered in the selection of a
position is the relation of the advertisement to the read-
ing matter. Since the eye in reading tra\els from the
left to the right, it is more likely to rest for a longer
time u()on an advertisement which is ])laced at the right
of the reading matter than when in a position to the left
of it.
f !
ADVKRTISLNfi .MKl)irM:>
lUl
' if
iVdvertismg position in llic evening- i)ai)crs is sonic-
uliat different I'ron; tluit in the morning {)apers. i'oi-
instance, a position on the editorial page of a morning
{,';il)er is not so vahiaMe as the same space it) the evrning
piiper hccau.-, ' the hdler i're(|nently u.ses the editorial
page for special featnre articles.
When it comes to position in the weekly and monthly
magazines the })()ssil)ilities are considerably fewer.
Many magazines have no reading matter position at all.
The best positions in a magazine are generally ranked as
Inllows:
1 I'a^-' faciiiff \:i>\ ]^n<^i- of n.idm^ iiiattiT.
',' riic .second pa^c of covrr.
'■'). riie paf^f facing" mcoikI pa^^c ol iinci-.
k I'/ifijc facing c'oiiti nts pa^r.
.'). I'aifo faciii^j first pa^c of nadinj^- matttr.
(i. l*a<re facing third Jiagr of cover.
T. 'I'liird cover })af^e.
"^ I'oiirth covei pa^-e. 'I'lils pa^-e 1> dixidrd into (luarters, each
quarter section priced as one' ins,.lr pai:;e.
Ill addition to these jxjsitions special rates are sometime s
I'sked for gnarantced sitnations on right-hand pages.
The basis of this charge rests ni)on the fact that as the
reader tnrns the ])age the contents n])oii the right-hand
pa Lit' lie flat before his eyes, while the kft-hand ])age is
inclined at an angle and thns ont of tlu' direct line of
\ ision,
1.'}.'}, Annliisls of prohh'n of position. The qnes-
tiniis pertaining to space and position can hardly be sep-
ni ited from each other. If the position npon a page is
\irv good the size of the sj)aic used may be mnch
Miialler than is the casi- when ai\ advertisement is bnried
aiiiong many others of the same kind npon the same
C— IV— 11
Uil
ADVKUriSING
.:i.
m-
li'.
pft<ic. Some advertisers tliiiik lliat an advertisement
sliciiild be at least lour inehes loii<;' it' plaeed u]Hm a news
j)a<>e, hut this same advertisement, plaeed upon a i)ane
surrounded hy many others, should he much larger iti
order to gain the same amount of attention. In deeid-
ing the (picstion of position it is im|)ortant that the puli-
lieation i)e thoroughly studied hy the advertiser. For
instanee, there would he litllc gaint'd lor an adverlise-
mi'nt which had a good position next to reading mattir.
if the eliaraeter of the reading matter was such as to
detraet from the eonfidenee or dignity of the advertise-
ment in (juestion. I'ositioi.s are not solely ])referre(l
heeause of some ])artieular s])aee upon the page, hut
hy the eharaeter of the ri'ading matter, whether in the
form of news or oilier advei'tisements with which it is
associated. An advertisement for investment honds is
Jiot strengthened hy heing plaeed next to an advertisc-
menl foi- some imiversal health restorer, nor would an
advei'tisement for wedding rings gain any sui)j)lement-
ary support hy ai)j)earing |)arallel with a column of
reading matter which chronicles the events of a divorce
ease or a wife heating.
There is also a general impressio \ that the cover pages
and more esj)ecially the hack covers of magazines are
the most desirahle j)ositions, hut agan. tiiis point can only
he determined after a thorough analysis of the situation.
Advertisers desiring general puhlicity, such as is sought
for hreaklast foods, soaps, etc.. can use these 'special dis-
])lay positions to great ad\anlage, hut for advertisers
engaged in an educational cami)aign such ])ositions have
little value.
A hanking institution, for instance, would gain litfk'
in ilignity noi- win niueli public co.'ilidence by being re])-
A1)V1,UII-I\(. MKDHMS
l(i;j
rtsriitc'd l)y an iKlvfi-tisciiRiit printed in bright colors
u|)()n the hack c'ovcr of a ^j'licral niaga/inc.
Some advertisers in trade j)ul)hcations seek tlie front
nr !iai-k cover page. The vahie of this |)o.silion hc.^ in
tlif fact that the ad\ ertiseinent is likely to he \ isihle so
ImiL'' as the _joni'nal is retained nj)on the ollice or lihrary
t;il)k'. I 'poll the length of time it remains there, de-
[i( lids the vahie of the j)osition. A right hand page fae-
iiiL'. reading matter or o])posite a l)nyer's indix. tlu' first
p.igc pi'eeeding I'cading matter and the lirst p.ige foljow-
■w'j; leading matter are also considered \aliiahle i)osi-
tillllS.
A student of advertising \vho notices the methods cm-
])Iiiyed hy the Ladies' IIowc Journnl, the Delineator or
[\\c Salurdau Kvcuiuix Post will iind exdllent examples
^^'i how these ])apers. which have develoj)ed the method
I't' relating advertising space to reading matter, have
>U('ceeded.
l.'JI. Advcrtisiiiij; rates. — Selling of advertising space
li'is not been reduced to a one-})rice liasis. Puhlishcrs
li;i\ e not yet reali'zed that this would he the hest l)usincss
policy, since it would result in giving better satisfaction
fii the advertisers, and in creating better advertising.
Till one-price j)()liey which is maintained in the inercan-
til( world is the result of a long commercial develoj)ment.
C iiiiiitries which are furthest advanced commercially are
iiii'Nt strenuous in sujiport of a one-price system, liaek-
"ii'l countries exhibit their lack of commercial experi-
<M(( by a ])ractice which uses a sliding scale of prices
as their most ])rominent method of barter. whi(Ji not
"m!\ displaces coiiiniereial confidence but consumes valu-
ahl( time. I'rohably the unsettled condition in the field
"f .MJ\ (itising rates is due to the lack of commercial
iiiitiiritv in the advertising business. All new ciiter-
MICROCOPY RESOLUTION TEST CHART
.ANSI and ISO TEST CHART No 2
1.0
I.I
1.25
lii IIIIIM
1^
■ 40
III 2.5
I 2.2
2.0
1.6
^ >,PDi iizTr] iM/iGE Inc
Kit
Al)\i:ii'I'ISLNG
prises .seem lo exhibit at some slaL>e of tlieir development
a teiideiiey to use i system o' liiyerential rates in their
business (!eahn;4\s. !u the world of transportation, rate
discrimination on the i)art of the railroads has called for
gcnernmental interfei'ence in order to protect various
chisses of business men.
Adxertisin;^'. like lrans])orlation, is an imj)ortatit
faetoi- in the distribution of i^oods. and although it has
not been found necessary to call for uovernmeiilal ri'<iii-
hdior. of adxcrlisin^' rales. ne\ertheless, the business coni-
niunitv is bcj^iimini^' to clamor for some protection
against rate discrimination. 'J'his ui'ows out of a busi-
ness policy which ])ermits the sale of the same advertis-
inu' scr\ice at ditFerenl rates lo dilfei-ent pco])lc.
\'.i.'). Tail plnlians to rnic ciitliii::,. 'I'hv ma<4a/.inis
ha\c been the first to reco,u,'ni/e the a(lvanta<i,'e of pm-
tc('tin<j; the adverlisei- by maintainin;^; a fairly consisti iit
attitude of one rate for all. TIk' new>,i)ai)ers, seeing.? tlu
advanta<ie uhich has lieen .gained by ma^'azines in tin
increased conlidince of the advertiser, are tendin.t;' moir
and more toward the same |)olicy. In a u'eneral wav,
it may be said that all lirst class pul)lications insist upmi
cai'd rates. The rate cutter, on the other hand, aruius
foi- his position, sayinu' that he has a ri.uht to bar,u:iin.
ar.d as lon^ as the adxirtisc r ^cts full \alue i-cturned iin
one is harmed li\ tjie Iransaeiion. l''in'tlui more, li'
s.i\s. (he ii(\\spa|)(r tinns out a lixtd munb( r of j)aL;rs
a day. Tlu sc pa^es must be tilled with matt rial et
some kind. So far as liie cost of publication is ciui-
('cnuil it makes little dilV(>r' !ice to the piililishers whelluT
this iiialeilal consists of ;!il\ ( I'l isin^' or reading matter,
'lut when Ihe piiilils upon the space lire ('ojjsidercd,
e\er\' ineii oi adv ert isin^'. no iiiaii(i- ai wiiat piatc
II !->
SO
M,
adds
to II
le ini'oliK' o
f the I
>ui>iis|i(r, w hii(
tl
le reail-
it
IS
111
111
cs
in
L'S
ADVERTISING MEDHMS
165
inn iiialtcr may rcpristiil an added outlay for rc'|)()r-
imial or editorial eopy. Ti
lis is the same arjiumeiit.
course, wliieli the mamd'aclurer makes when lie sells
(ids in l'orei«4;n eouutries at priees niueli lower than
le \aries the i)riee
II 'se
' i so
lie reeeives at lioiiie; or \s
lieu I
me artielt,' for diU'ereiit markets. lie ar<4"ues that
l!ic eost is jiraetieally the same whether lie sills these
( ■ lia u'oods or not. yet there is some ^aiii i'rom the larger
^:lit s due to the maintaiiiiii*^ of his position in the market.
The piihlisher \\\u) cuts rates od'ers a similar i.ason in
siippoi't of his jiraetiee, sayin,u,' that the eost of jjiililiea-
tii.ii is praetii'ally the same, and, therefore, any adver-
tjsiiin' space that may he sold re|)resents just so nuich
i(ss eos
t t
o he l)()
rue in the pu
hlieat
ion o
f li
s i)ai
)ai)er.
'rims, the tem])tation amoiiu' the puhlishers to cut rates
real. 'I'hey figure that it is hetter to ^^et ^.'t.OO ])er
(I;iv for a eei-tain spai'e eoiitainitm' advert isin-i' matter
is <••
III tint lo liax e I
t at all. 'I'
IIS space must he used anv
an(
1 tl
R'V
prelcr
to h
ia\c it used hv an advertiser
vd;ii would |)ay souicliiinu' I'oi- it, I'athcr than lo ))ay
^i'ace rates to the repoiier tn till it. .Sui'li an ar^umi'nt
as
this, 1
lowt'ver
lea\ IS oiii ol account
he niJlus ol
tl
various advert isci's who use
tl
e puliliea'ion.
1'
V erv a(
le
1-
is luiiin out at a trade dis:: i\ aula;
11
c IS 111 much
vertiser who j»ays more than another for the same serv-
icr
till
lii-l
same pi>sition as the .sliipp( r in a town who pavs a
lie to the railroads than aii\ of his eompi lilors.
icr
M
'iitlilv inaLia/ihcs arc m
ip< 11
() inis
t( iii|
»!;il HUi so
iiiiicli as the ncws|)a|)ers, since they an- in a position to
r U rcn'iilate the tiumlter <»f their pa^'es in accoi'dancc Nviih
tl
ic amount of advcrtisinn- thev
lit
The eost of white
pjipcr and the iditorial expenses are so L^rcal, iiexcr-
liiclcss. jiiat the puiiiisiier must lonk to llie ail\ eri isiiil;;
' • |i.i\ the freight."" Mdsl of the |)uhlicat ii Mis have an
IGG AI)V1:RTISI.\G
flastic advertising .si)ace, since business polic\' often dic-
lales that good editorial or news matter must give way
to page adxertising. Slill, some publishers establish
a dead line o\er whieh advertising matter is not per-
mitted to eneroaeh. Nevertheless, as the literary eliar-
aeter of the magazine retreats farther and farther iiitd
the baekground before the i)usiness necessities of mod-
ern publications, this dead line is beeomijig less and less
in evidence. Nowadays, the advertiser is looked upon
as the chief support of a jjublication. In conse(iuence.
he is becoming a g- ater factor in determining what tht
maga/ine shall contain than is the reader. ^Vs an illus-
tration of the relation of advertising to the cost of ])ub-
lication, the following statistics u])on the subject, from
a well known rnited States ^veekly trade i)ublicati()ii
will be iustrui'tive.
'I'he following table gives tlie cost per column inch
of s\KH'c sold, and also shows the percentage each item
forms ol' the selling pi'ice:
Cost per IVr (Vi.^
iticli
Kdltori.il cxjjinsos $l). IS) 11
Mr( h.iiiic.il print inn-, |i,ipr)-, liiiid-
inn,-. Iiiilk. po-itaiff DJ) to
HllMlicNS .salaries ami liiiseillaiiedlls
< spmses r>'.l :5()
I'rolit iMi 1!)
Tnl il $1.7.'J KM)
Such an analysis shows that after <leducting from these
c\penses the mt rcccinls froin ('ii'cMJalioM, cveiv '"ili
(»f the space it sold cost a cash outla\' of $1.K> and
i»ronght only .Sl.7«'J. in other words, it cost the pidjlislicr
Al)\ ERTISIN(i MEDIUMS
1G7
SI cents for each dolUir's worth of service rendered its
aiUci'liscl's.'
In Canada, the relation of advertising to the cost of
|)iihlication is slightly iiigher than in the United States.
C'iiculation ex|)enses are heavier ilue to the more widely
(listrihnted popnlation, and the mechanical costs are also
higher — paper costs from 2.3 i)e)- cent to 40 \)vv cent
more than in the United States, and the Canadian pub-
lisher must pay a duty on printing machinery which must
lie imported.
IMC. Other wclhoiJ.s of variiiiiii; rates. — Besides the
ihreet cutting of rates hy publications there are many
subterfuges used in getting around the rate (juestion.
One of the commonest is the jjractice of trading space
Inr merciiandise, or services of various kinds. Mr. K. St.
I-Jiiio Lewis in his c()m])rehensive hook on '"Financial
Advertising" cites several interesting cases illustrating
this method of rate cutting. On one occasion, a husi-
mss department of a ])r()minent daily newspaper tried
\n sell the author an assortment of tyj)ewritcrs which it
had taken in payment of advertising si)ace and for
wliieh it had no use. On another occasion a newsi)ai)er
took a large <iiiantity of patent niediciius and sold thtni
fit a cut rate to a wholesale druggist, w ho sold the supply
!it reduction prices to the retailers. Again, a certain
iiiaua/ine a|)pcaling to otlice jjcople made a constant
practice of trading s])ace for merchamlise. At one time
tully :{() jjcr cent of its total space was sold in this man-
ner. The magazine in turn sold its supplies to wlioir-
sale and retail olliee su})p!y houses at a discount of 10
p'r cent.
Aiiolhir method fr(<|uently ])raeti('ed by lh<' news-
IMpers is to take an !i(lverlisemenl lor a set iiumiier oi
'QlMitcil !■>• V -^1 I'lino I/«i- ill "I'lii 111. i.il \.Ki rti-iii«."
m
[(i8
AD\i:UTISI\G
IW
iiisci-lioiis at a set price, and .slii)nlalc in the contract
iliat Ml many coliinins ol' IVee reading' mailer will lie
,ui\(n in a<l(lili()n. Tlieii, too, it is rare that llie news-
l)ai)er is nol niakin;^' conlracls with advertising- anencies
and Old ot {own advertisers at a lower rate than the local
ad'.ertiser is compelled to pay. Some pnhlications have
one rale for local and another I'or foreign ad\ ertisci's.
].'}7. Ii((tf ainl.s. — It will he seen i'rom this that a
newspaper rale card is a very complicaled allair. To
estimate iVom some rate cards reqnires the ahility ol' an
ad\-ertisin^- expert, and it at once sn<^<4ests the impor-
tant part which an ad\erlisin<i,- agency may take in ad-
vising;' the advertiser. liesides Unowing what every
newspaper will accept for its s|)ace, tlie a<^'ency expert
m:!sl he able to analyze (inickly the various items upon
ma.ny diO'ei'cnt lists, which contain in addition to their
rci^idar line rate and rafi's I'or special positions, a louLf list
oi' classilit'd adverlisino'. 'J'he latter has often as many
as sixty dilfercid headings, for each of which there is a
special rate,
Xews|)aper space is fre(|uenlly sold in (|uantities of
one Ihonsand lines. an<l larger amoiuits to he used within
a gi\(ii time. I'or these there art' also special I'eductions,
At present thei-c is a strong moM'nient to enconragc
\\]\-a[ is known as a llat rate among newspapers. A Hat
rale is a iTgidar I'ale per iinr pi i' thousand of circulation
I'oi- nfws|)apris in the s;une class, which ha\<' the same
i';ile, and Ihc same variations from that i-atc.
\\'li( n it com( s to a considei-ation of llu' leading maga-
/ines. it is found that the I'ale cards ;ire pi'cparcd in a
slyle more unit'oi'm Mian those of other pnldications: yet
llt( i-e are imporlanl \ ariations lu re that should he noted.
Sonii' maga/ines give a diseonni lor three pages used
V iiliin a \'ear, others nivc a <liscount I'oi' six or for twehe
msci'lions (Inrnig tlu' same per
10(
i. \V1
len a (|uarter
.U3Vi:iirisiXG mediums
169
]);i^e is used in the shape of a .sin<^le column, Avliicli in the
l.udiis' Home JoiiiiKil is reckoned at a (jnarter of a
pint', the hnc rale prevails, U' a siJcrial (juarter page,
uliicli lueaiis ••; (}uarlcr i)a,ne two colnmns wide and one-
li;ilf a column deep, is taken then a dilVerent rate is
ili.iri^ed. In other words, a (jnarter page in the form
first iiH ntioned might cost >i<l,l()(). hut if a sjx'cial (|nar-
ttr j/agc rate was ohlainal the cost might he >fl'-'"i<>-
riic reason for this has l)een exj)lained in the treatment
nl space and position.
.Magazines also offer a discount to their customers
\'nv continuous insertions. Sometimes, houevei-, an ad-
\( rtiscr wishes to skip some one issue, hut, as this would
l(iM' for him the discount hased on continuous insertions,
it is well for him 1o knijw that hy using a very small
aiKirtisement, consisting of the minimum numher of
lines which were specified by the publication, the lower
rate may he held. In Canada, this form of discount is
iKit fonnd. It is the universal practice of Canadian
iiiaga/ines and trade and technical i)apers to base their
(liMoimts upon a space used l)asis. The advertiser ob-
tains a rate according to whether he uses ti, 0, 0, 12 or 52
pages, half images or <|uartcr pages within the twelve
iiKUiths. Whelher he does so i!i a greater or lesser num-
l)( I- (if insertions has no bearing on the matli-r. The
ainoiiiit of space used within the period of one year
^ii\ei'i)s the rate.
Ill these days of rapid developmiut. tlic circulation
• if many maga/ines grows gi'caler I'ach year. As a con-
se(|!ienee llie advertising rates arc changed in accordaiu-p
"itli the increased service put at the dis])osal of the ad-
vertiser. Sometimes, if an advertiser indicates the
aiiKiuiit of space he will use during the year, the privi-
l<ue of the old rate ^^ :11 a])ply to the increased circula-
tii'ti on wtiich the current rate is liased.
: l
m
CIIAPTEll VII
SUl'n.KMKM'AKY Aini.lMISlNG AIDS
138. Supplcmcntarij advertising. — An advertising
campaign which would he at all inclusive in its seojie
would take as its chief means of reaching the public the
newspapers and niana/ines. There are, howe\er, numy
ways of strengthening the primary sources of gaining
publicity. Sometimes these su[)p!ementa.y means rise
to a j)ositi()n of prime importance. The Heinz Com-
pany, for exami)le. with their ".57 varieties," have made
the street car and the poster their chief means of adver-
tising. IJut in general, the street car and the poster
must l)e subsidiary to the ])nblications.
These supplementary methods are often spoken of as
special advertising, mural "dvertising, etc. It is dilii-
cult to make satisfactory di\ isions of these means. To
classify the various methods which fall under the head-
ing of supplementary advertising some advertisers divide
the subject as follows: street car advertising, outdoor
advertising, poster advertising and novelty advertisnig.
it will not be possible, nor does it seem necessary, to
go into great detail in describing these various methods.
'I'he extent to which any nutliod is used, its relative
importance and its business organization, may i)crh;iits
guide the ad\ ei'tisn- in selecting- one or more of tlnse
milhods in suppliinenting his advertising in the maga-
zines and ne\\spa])ers.
l.'JO. Siriii car (Kl-iCrlisiiia;. — Street car advertising
170
SUPrLEMENTAUY ADVEllTISING AIDS 171
1^ better systemati'/ed and classified than other snhsidiary
niithods/ The street car Mork is in the liands of a few
o.iupanies whieli have franeliises and options upon most
„r the street ear space in the country. It would recjuire
alH.ut fifty thousand cards to cover the entire Tinted
States and Canada with street car advertising". Of this,
perhaps one thousand cards would sufhce for Canada.
'iliis nuniher would supply every full time car witii one
card. These statistics do not include short time cars or
those which make short runs. A census which would
include all cars which carry advertising, such as elevated,
Nuhwav, and railroads, would raise the numher of cars
carrviiif,' advertising to more than seventy-one thousand.
Some advertisers use more than one card t(j a car or,
Nvhat IS much the same tiling, a double size card. The
service changes cards as often as desired, but as a rule
elianges are made either once a week or once a month.
The agency always sends extra cards to each distributing
eriiter in order to rei)lace damaged or mutilated ones.
The size o^ the single card is 1 1 X '21 inches and, as it
takes about fortv-nine tiiousand of these cards to cover
ihe l^nited States thoroughly, the cost is necessarily
iiigh, averaging about .^^l 4,000 per month, or roughly
(sHniated, forty to fifty cents per card per car jR-r
iiinnth, according as tlie contract is for a quarter of a
v( ar or for a full year.
There are two types of cars in general use, one with
M ats arranged in "pairs facing the motorman. and the
..Iher with seats facing each otiier, parallel witii the car
uiiwlows. This has given rise to two opinions as to
whicii is the best style of car for advertising purposes,
assuniinLr. of course, that the si)aces used are imme-
(hatelv lietween the to]) of the windows r.nd the root oi
tl
le car.
\V
hich slvle of car presents its advertising
mm'
I
i:.>
ADVKUIIMNG
mattcT to the best advantage (k.|)tii(l.s larocly u|k)m tlic
particular |)art of the c-ar in wliicli the readers of tin
advertisfiiicnl.s arc seated. A person seated in the mid-
dle of the ear would he able to see about the same nuui-
ber of advertisements, re<rardless ol' the style of ear.
no. Character cf ,stnrl air advertise incut. ^Vw-
haps the real (|uestions eoneerm^n-.- street ear advertisinif
are not those oi" style of ear, but rather those that ) id-
tain to the eharaeter ol' the advertiseiiient and whetlu r
or not the street ear should be used in preferenee to
other methods of seeurinu- l,,cal publieity. Taking these
two (juestions in reverse order, the following (juestioiis
should be answered before a decision is made: (li
^^'ho reads the local ncwsi)aj)er^ {2} What was iis
circulation during the past year^ (3) ^Vhat is the
circulation in the particular district of the locality to he
covered^ (4.) How many paid rides were sold on the
cars? {:,) What position can be obtained? (Oi
What are the rates? (7) IIow does the cost of ear
cards, illustrations and engravings comj)are with like
cost of newspaper cuts, etc.? (8) What other busi-
ness |)roi)ositions similar to yours have the street car
advertising agencies been handling with success? (9)
Compare the circulation of the local papers with tlie
I)opulati(Mi of the district desired to be covered and the
niunber of. j)ai(| rides on the lines traversing the same
teiritory.
When the advertiser has gone as far as statistics Mill
carry him he may find it a great help to check this
data against general imj)ressions which he may receive
by going over the territory several times, by observing
the density of tratlic. botii during the slack and rush
hoin-s upon the street cars, and by noting the business
aeti\ities connected with the various news-stands.
sLri'M;:\ii:NTAKV advkktising aids 173
Tluse ocneral impressions may determine whether the
.list lift I.) he eanvassed contains a suitable number of
,,r,.s|Krtive eustomers. In a hir<'e eity the various
classes of the popuhition lend to settle in certain sec-
tiiiiis. It would not he necessary to ^o into all the
siiTcl cars of a city like New York or Chicago if a
linn were ad\ erlisiuL;' goods which appealed chiefly to
Ijif wealthier classes.
Tlie matter of allracting attention is of mneli im-
|H>ilance in a sired car advertisement, and this factor
sJH.nld receive allenlion lirsl in determining the charac-
t,r of such an ad\ertisemcnt. Second, it should he
kept in mind that the available space is limited and
lliat not more than lifty words of descrii)tion can ])e
i.st.l to advantage. Third, this advertisement must l)e
n ad by ])eople at a eonsiderahle distance from the sign.
I'Murlh. the state of mind of the readers should not he
Insl sight of. since there are certain distractions common
1,, alftravelers, which tend to divert attention from
llic printed card. Thus it is that the character of the
(■(imposition of the advertisement should tend more to-
wards winning the reader through forceful suggestions
tliaii bv lengthy arguments. Nevertheless the latter
caiiiiot be ignored.
in. Xcccssit/i for diird appeal— The success of
III any car advertisements dei)ends upon the direct ap-
|:.al to the i)erso]is reading them. This is done by the
use i^\' the s(vond or the first i)ersonal ])ro!ioun. and while
lli.rc is not much s])ace for argument, there is always
Miflicient room to insert a eonmiand. One authority
savs:
nnr ca.i
r ad iiiust not oi
.1 lik
f
:<c a Irasiii'')
t f
rom :i l)o()K 1
aiiv ( ss(-ii!ia!s. It must not
iii(k'\, and vet it can't take
174
ADVKUTLSLNG
for rrrantcd tli;it tlio puhlic knows any of the dotails of the
advert i.st'd aiticle on uliich you niiylit hiiild your ar^uMienl.
I'^acii ear ad attempts to drive home one n(„„l point. 'I'lie
reader's mind is pinned to one ^^'ood argument without di>-
traetion. That ar<;unnnt is the first tiiin;;- lie reads; it's the
hist he reads -and {]\v first and hist impre>siotis usuallv stiek.
Ir! (h<^(stihie (h)ses the eai- series sends liome, one 1)V one, tin
truths of a selhn^^r story. Were those truths collatvd thiv
nNi;ht he wearisome reaJing; very possihly tluy ml;4ht nut he
read at ah.
^
i\ii illustration will show tlie (levelopmciit of advcr-
tisiiio' c'opy in a?i effort to l)riii«r out the various poiids
nieiitioMcd ahove. The text as originally eoniposed was
as follows:
Mueli trouhle is saved hy paying hills with eliceks.
The cheek acts as a receipt for pavmcnt.
Put your money In the Dime IJank, subject to check, and
avoid uf,dy disputes.
The material for a good advertisement is liere, htit
its presentation is uninteresting. The advertisement
was re\ised to read as follows:
You may SAY you paid your bill, but you can't prove it.
You could if you had used a check.
A check prevents arnnmnents.
Put your money in the Dime Bank, subject to check, and
avoid u<^]\ disputes.
But neither in form nor tone does this advert
semen i
vet rise ahove the e
ommon|)Ia('e.
It
IS moi'e eonvineing
le seeond ])erson
hut
)eini>' reeast
because it uses the i)ronoun in ti
still it is not direct enough. The form after I
again and again finally took the form in whieli it ap-
peared before tiie pul)lie.
SUIMM K.MEM'AllV ADVKUTISING A1I>S 175
oil (Ik
lift
oil (hilii
't
••ilii>l
^ oil
o|) (lispiitin;^
c-aii
St
V\{{)\
voii paid that l)ill if von paid it l)y
Till voiii- iiioiuv ill the Dime |{aiik. pav l)_v chuck, and Jivoid
i\ (li^plltts.
1 H'. Siriif car versus olhcr (idvciiisii
A i
t'W
^( IK nil coiisidfratioiis uliirli (liM'ercnliatc hclwcTii slrcrl
car :i(lvcrti.sin«;' and n[]\vr kinds ilcpeiid not only upon
th( nature of the advertising but upon its organi/ation.
In the iirst phiee, street ear advertising does not permit
In any great extent the carrying on of an advertising
campaign whieh depends upon (hiiiy announeenients, or
which expects hirge returns after the manner of the mail
orikr house. The cost of the cards makes the first
I hod i)rohibitivc, while the Hmitations as to space
make it almost impossible to impress the name and ad-
dress of the firm upon the reader so that he will rcmem-
h( r it w icn he reaches home. Street car advertising does
lint have the (lualities which give dcHnitcness and expan-
sion to periodical advertising, but since it must confine its
I'nrccfulncss within certain limits, its cfi'ect as far as it
III!
1 so it becomes a valuable
1'
jjfies is very intensive, aiu
sii])plemcnt in the general advertising campaign. Fur-
thermore, since it conies before tlie eyes of a greater
luimber of peo})lc. as well as before the same jjcople a
j.n'cater number of times, than do advertisements in
other mediums, the impression is still further strengtli-
eiicd. In discussitig this ])()int the authors of "Modern
Ad\ rrllsitig" make the following inlei-esting statement:
Str(it-car advertisjno; acts on passeiiffors in a more or Rvss
compiilsorv wav. It can not he escaped, especially wliorc one
170
ADVl.K'nSINCr
is ;i constant d.iilv ridi r. 'riu'rctOrr. it is a powerful au\ili,ii\
to anv dtlu'i' t'oriii nl' a(l\ i rt i^in^\ N'l) slorv wliicli it(]ii1ii^
details ill telllnti; it can, however, l)e siicce^sl'ullv i'\|)Ioit((l in
st reet-cai's. I)esci-i[)t i\e >[)ace cm he ohtaiiuil only in ni.ini
zines and newspapers.
With r( IVrciHc lo ()r;.iaiiiziili<)ii <»!' t!ir Idisiiu'ss nl'
sli'ix'l c'Mi' ;i(l\ I'rtisiii;^- in tlic I'liihd Slates, it may he
said iK'\(i' to !ia\(.' been coiit I'dUcd cntiitly liy any (mk
au'i'til. 'V\\c (■((.intry is (li\ivli(l inht sn-lions iiniK r the
coiilrol ol" (lillVrciit ;.;j,iiils. 'I'Inis, the wliolc ol' N'lw
l''n^laii(l is maiia;4(.'(l hy inic I iiii ; tlu' M iddlc Slatrs. I Ih-
nois, Indiana. Iowa, Miclii.uan and Wisconsin arc coii-
irolli'd hy anotlifr; tlif Sontli. cast oj' \\\v M ississi|)|)i. is
owned l)y still anotlicr. .vliilc the I'ai'Hic" Slo|)e is <j,()\-
erncd hy a San I-'rancisco fii-in. New ^'ol•k and C'lii-
cas^'o may hr considered territories in theniseh^s. caeli
of which is divided aih no' a nuiiiher <d' a^^jcnts. All
the surlai-e cars in Xcw \'ork, inchniinj^' the Fil'lli
Axi'nue staoc line, ai'c controlhd hy one concern. Tlir
clcxalcd roads in Xcw \'ork and |{rt)oklyn arc nnder
another linn: while the sind'ace system in Hiooklvii is
eotdrolled hy still another company. In Canada, street
car ad\crtisino- is co?iti-olled hy one <')r<^anization. the
Canadian Street Car Adxcrtisino Company of Moii-
li'cal. Tliis c(iMC( rn lias hi-anclus in Toronto, W'iniii-
jK'«>' and \'ancon\ er.
I t;{. I'os/tr.s mill /i.'iinlid .v/':^ //.v. ()ntiloor adxcrtis-
in;t may Ix cai'ried on hy lhr(( main niethoils: Poster
work, p;iint(d sions, ;nid (lecli'ical displays. To nsc
all the seis which may he provided I'or an\ tMie of tliisc
melhuds ol' ad\(rtisino wouhl f\idenil\ he I'iir lic\(»!i<l
an\' oiic lirnis ahili|\- jo linanei the nnderh-ikinn'.
I >.. lie I I
o.
• t» tl.* Ill»'*l lllll'l> ,>IV\ tlltlllll'l »«' «llll'l**t tin
hill ho;u'd method was thai of a food coin')aiiv wliifh
If
S'lTLK-MKN'rAKV Al)\ I'.K'l'ISl.NG AIDS 1?7
undcTtook a campaign that cost about !^2.),()()() pir
iihiiith.
I 14. Iic^-iilntion of JuU-hoard (ulrcrfisiuii;. — So far as
tli( l.ill-I.oanl is c-oticcrtit(l \Ww is pii'liitps no dcparl-
111, III of ;i(lvcrlisin;4- in wliicli .u'ood jiidgimnt is so ahso-
hil.lv necessary. 'I'licrc is nuicli prcjudici' a.uainst tins
Inrin of adv( ^tisiIl.^. Surely, tlurc could lie liltie
-.liiHil li>- |)uttinu' heforc a eoniniunity a siun wliicli
ui.idd ai'oiise oiilv t'eijiiius of r<s( nl iiienl in the iriinds
ni those ulio read it. The antipathy of the puhlic may
Im aroused eillicr hy the style ol' ad\(rtlsinn' used or
l.\ its location. So little have advertisers rcj^ardcd the
iVrhnos of communities in this respect, that most peo-
ple are comin.u' to lieliexe that hill-hoards should he
nuulated hy some authority that will at least enforce a
st.iudard as lii,uh as that imjxtsed hy the I'ost OlViee
!)( partment in regulating the character of the literature
^^hl.•ll goes through the mail. One judge, at least, has
d< ( lai'cd:
i
■n
II is (■oiiccdrd that llic pnlicc power is ;Hl(i|nalf to nsliam
..tlMlsivo noises ami ndor^ : tlie -.aim' pl-ulcelinii lo tjie i\r, :t
■s eonccivcii. «<)iili! imt eviahli-l: a m « pi'ineiplr. Iiiit eari-y a
i-(C(»;i;ni/i,l prinelj'le to fiirtli(r api>li.'ati.ui. A -laniiy liill-
!,,,,i-,| s( I ,,j)p(ixitc' a ni.'.irs hoii-e ill a xaeaiil Inl lioid' riiiu iipnii
1 piil)lie hif;-livvav, in a ciiiintry Inwii (Irxolid to limm -. i- |ii>t
a- nlTensive to tin immediate re-l(lcnl,> as wmilil lie llie inam-
liiiaticT nl' a |>i^ -l\ ^i^i^J^ I'orlli ulVeiisivo odors, or the maiii-
teriaiU'C of a slune lireakiiii;- machine. ... It umild lie a
^iii^Miliir re-ull of onr liu- If r'h' f eoiild m.l !:.• liad ii;;aiiist
111,' inaiiil, nam-, , hT pnr, Iv ad\,rliMii-- purposes, of an iiii-
e.iitli hllMioard opposite mv lion-r. ha\int,f paint,,! iip,>n it
yr,ites<|tie lulvertl-, nieiils an,l I, iii^' eoiistant ly, honrlv ami
,j..i|,. „ ,1, ,!(.:,. ,,...) 1.. .,,•_ ••••,!■>!■!■!» a!>(! !i so'ir'"'' of Mi!nr\' t,i Ih"
felines ,if mys,lf ami family — or if an ,u',linanee liaviii; foi
' IV H
ITS
ADVERTISING
it> ohjiH't till' >uj>prc»>inn of this iiui-.;uici_' could not \)v w.claii(l
valid.
Iji SOUK' c'oiiliiieiital ccuntrirs this I'ortii of adxcr-
tisino- is iimUr sii'icl o()\t'niiiK'iil;il coiiliol. In I'jiLi-
laiid llu\- arc slri>rio|y (|iKsli()iiiiio- Hr' ri,u,id ol' any owe
sliiolr man or corpoi'at ion to nioiioi)oli/.c' tlic lan(lsca|)(_'
lircansr lie c-liosr io pay a I'l w sliilliii.^s per annum Inr
its UN! .
II.'). f'it:c (if l)ill-h(i(tril fid: ( liisir.- 'V\\v otiui- sulr
of tlir irustion. Irom the conuncrcial ])oint ol' \ic\v, is
well jMit l)y Mr. Samuel C. l)olil)s. prrsidcnt of tlir
.\(1\ I'l'tisino' C'Inl) of America, in a ri'ccnt address \k-
I'oiv tlic Mayor and Council of Los Angeles:
I i-tpn-cnt a firm wliicli spiinN nioiT than half a niillinii
(liillai-> atiniially in ad\ rrl i-ini.'. A lari^c per cciil of Ihl^ ap
pi'oprial inn 1^ >p('iil in xvhal \\r Ici'ni iiuldoor ad\ rrt i>in^'. >ii( li
as hill posting;-, painted ualN, hullitins, etc. l\\ sonn' the hilh
lioards afc attackrd a> a miisancc. Whicii i^ more un--i;;litlv.
a striiiL;- of -jilcndidh paintid hoai'd^ (for wr advcrtistrs uon't
have anvthini;' i-Im") or a ;^-ro«lh of raid< unds and piles ot
old tomato cans and oilur n I'usc \\hi<'h Invai'iahly ixaaipv \ i-
cant property on which hill hoards are usually placed.'" 'i'lie
hill hoard is an ( udi ii<-e of thrift. We men who spriid mom v
ad\ert i-inLi' ^pcnd it where there are |)rosjier.ins people, .ind the
vci-\- pn s( nee of hullelin ho.artis and hill hoards m a town is .in
('\ ideiH'e ol |iios|)( ril \ which is a st.indm;;' ad'.crt isenieni '■>
the transiint y,ues| tli.at that touti is a li\c town. It hrin^s
husincss to your town. In l.os Angeles alom' tin concern I
represent is spiiidin^- more Ihan >:'.*(>() pi i- month to pay lei'
outdoor advrrtisiti/T. That money i^oes Id |,.iy Ihr hiijli-priced
painters .•uid -!.i!!ei! I)ill-postors and helps mainlijn in vour city
such a concern wliic-li Is a credit Io the town. Instead of hi ma-
laxed as a niiisancf, they slioidd lie en<'oin'.i;^ed .and their lin-
niss fosiered. I ••Mil told lli.tf this plan .alone Mpuseiit.s .siJii..
thino- like ^'.'wO.OOO. I.d us look for a monient to .see where
Sri'I'LK.MHNTAKV AI)\ KKTISINCr AIDS 171)
tlii> iHOiicv is spent. '!'li('\' u^imIIn' hiiild tliclr linanU on va-
( iiit pr()])ert y, or uliat is known as non -prochicin;^; ])ropirt_v.
T: \ jiav iTntal for lliis occupation, wlucli ;4'i\cn to vacant,
|in>[iritv an added \ahir and to holders of the >anK' a ri^uiar
iiu "iiR'. 'J'lie hnilchiiL;- of t hi >e hili l)oard> ;^i\'cs cni|)Ioynienl,
ill a lai'^'e Ijoilv of carpenter^ .md |iain!er>. and inako proihic-
t;\e section'^ of this mlv whua x\onld olheiui'^e lie iiitircly
ihaiiiaid. The itv oi I.os AnL;eli> sp. nd> lhiui-and> ol dol-
l.ir- anniiallv to Induce people to come to Ihis city, to encou I'a i;!'
iiianufactuiin;^' and olhei' enterprises. Here you lia\e an eiiti r-
|iri-e which i> more valuable to you as a |-e\iiuie producer in
\<'ur town than almost any manufacturing- proj)osit!on whicii
MMi could induce to come lure. Its clientele are mostly foi--
_'i. in this wav l)i'ini.;ini;' into yoiii- city hundreds of fhou-
- <:hU of dollai's ai'.nu/dly fi'om otlur sections of the I'nited
>f.ili> that otlu'rwise would imt come hei'c at all. I sulinni'.
til vou that this i)ill-i)oard }ilanl in Ihis city is nioi'e vahiai)le,
v.i>tl\ nioi'c (ssential to the commei'cial lite ol I,os An;;'eK's,
than anv liank vou may have in your touii or the largest com-
nii reial i'nterpri--e whii'li you may ha\e here'.
'I'liis iimcli li.Ms Ii(.rn said in order tliat tht- adxniisri"
im:i\ jj;\\v diK' considcratiitii to an advcrtisino' proposi-
ti ii which in\ol\(,'s social as well as business (piestions.
I I'i. l)i//iciillii.s (if hill-lxKinl (ulvciii.siiii:,.- 'I'he iiiak-
iiiy (if a hi!ld)oard ad\ crtisi iiient is in one respect more
ditliciilt than the \\i-ilin,o' of the street ear ad\ertise-
iiiuit. People do not sil in front of a hill-hoard as
loiin as thev do lufoie an annoinieeiiient in a street eai'.
TIk' attention of the reader must he oaimd and the
*«t iry Kiust he told all within a ulanee. 'I'herefore. the
('()])\- iilc;! suu'^i'stcd fo!" the strict e.:u' <"ird neei's oiilv to
'«• slio'litly niodiliiil to iiiaki an ellVclive |)osl( r. I'ost-
C'l's varv in si/.e from a lhree-s|i((l np li> a ! w ent v-l'our
stiirt. A slieet ol standard si/.e is L'H \ !■•_' ineiu s. "i'iie
' ■ ' "f the sheets vai'ies, !he di!Verenee in price dep< ihI-
180
Ai)\i:Kri>iN(i
iiiu upon tlif ixi-ddv of tlic ))ii'li)rl;il work and llic luim-
])vr of folors iisid. 'I'lic (iiiaiitity ol sliccis priiilc-l also
has a htarin.u on llic n>st. 'VUvvv is a dill't rcncv of
I'l-oin 70 pel- c'tnl lo SO per (ri\l liclwccii .5,000 and
1.000 lots.
ll is salV lo cslimalr IIk' I'ost of covrrin^' rilics IVnin
OIK' lo li\c thousand inhaliilanls al ahoul S'-'.SO per
month. This will allow 0- lo S-shtcl posters al se\iii
I'rnts per slicct.
In cstliualin-^- the amount ol' display for dillVidit
cities il shouhl h( k<i)t in niind thai the cily which i-
coinpac-lly huill olTcrs Ik tUr ad\rrtisin.i;- opportuiiiti< s
than the eity whii'h is seatlered over a eoniparati\ely
lar;ie area.
117. ()r;:;aiii'Jiti(iii ol liill-j)usliii_:i concrnis. -\ study
of the oruani/ation of tlu' hill-postiii^- industry discloses
an uni(|ue s'luation. On its operatin;^ side this husi
luss is one of thi' lust organized of any of Ihe nietli(MU
of ;idvertisin-i' in this e(aintry. As has hetai nienlion
hcfore. the sti'eet ear advertising is dixided ainonii' d
fei( nl companies and ancneies wlTK-h work at variance,
while the competition hetwiin ma,ua/.ines and news-
pa|)irs is notorious. Ad\ erlisin,^ !)y means of lull
lioai'ds is nnili r the control oi' an associalioo which li;is
at its disposal for this I'.n'm of adxertisin^ practically
rvcrv cilv and town in the Iniled States and Canada
I,, ;,||. the mendurs of this association. whi<'h nuiiil" r
ahont .-{.too. ha\. for sale the entire l.ilhhoard sj.air
which is listed with the association and pndeeled h\ it.
■riius the adxeriisrr is certain Iha! his copy, his positniit
.•m.j p, .io.i of .lisplay will !"■ provid.d foi' aceordine '"
his CI iid ract .
As a rule, maiiv aihirliscrs do not place lhc!r iuiM-
iHss Ihrouidi !!i( advertisiu.u agencies, hut ^^'wv il t" 'I"
1(1
if-
SllMMJvMl'A'l'AK^ A i)M:K'riSI\(i AIDS ISl
nllii'ial Milifitors (>r tlie ii^soi'ialtd hill-jiostcrs, ol" wliicli
tluiv aiv about I'oi-ty in all, dp lo llic plant owners
lir nisc'lvcs. The lallir, in most cases, sini|)ly attend
1(1 their local Held and make no pretense of handling
national accounts.
It is at this point that the bill-posting industry shows
I he weaknt'ss of its organization. Advertising agencies
|iraclieally control 7'> l)cr cent of the national ad\ti-tis-
ifj, jtalronage, and with the exci i)tion of four agencies
wliieh make a specialty of hill-posting, and which deal
directly with the hill-posters in the \ai-ious towns and
(ili( s. this method of advertising has received hut little
,iiil from the agencies. There has heen httle co(>pera-
'iMi. and little cenlrali/ed etl'ort to jjromote the general
ill! I list of the })ill-posting industry.
To ivmedy this and, thert'foi-e, to meet the growing
(Miiipetition of the news|)apei-, the magazine and esjje-
'inlly street car adv ci'tising, the association has organized
:i promotion hureau." This hiu'eau lias heen gi\tn
Mithnrity to foi-mulati- ])lans hy A\hich the selling of
tills particular kind of adxertising may he strengthened.
It is tlu'ir ])in'|)ose to develop the great field of com-
li ■cial adserlising as successfully as they ha\e that
"Urh pertains to the theatrical and cii'cus organizations.
1 tS. Painted .S7-7/.S'.- Clost'ly allied to !iill-|)osting is
tlic painted sign. Painted adxcrtiscment s may he classi-
ti((l as rcgidar. clwuu'e and f(niporai'y signs. Kegidar
iKiintcd siLins arc set up all o\cr the country and ri'g-
iilar stands arc maintaued in Ihc cil\-. ("liance |>ainted
si'jiis (lepend for their display on f<nees and iiuildings.
( liaiu'c hidlelins are also chance signs which (lc|)cnd
ii|iun the presence of a vacant |o| or hiiihling in course
of enlist ruction, and are. ot course, more ti'Uiporary ii
tlieir nattne than the reuidar stands.
1:
182
Ai)\Kurisi\(;
If 1
The ])riiiie elcincnts wh'wh enter into the cost nf
]*aiiite(l si^n ser\ iee are the r()ll()\viii<;-: rental of the
land or wall space from the tenant or owner; the eo^t
of eonstrnetion and maintenance of the hulletin hoard;
cost of ])aintinu- and administrative expenses, sueli as
otiiee rent, yard rent, managers, bookkeei)ers, stenon-
raj)hers, etc.
A concrete exain])le will show what jiricc is paid lur
the advertisin<»- service an.l how the cost is distributed.
The C'oea-C'ohi t'omi)any has coidraets in i'oree wliicli
aao'vegate about two million stiuare feet of si_t>n work in
the I'lnted States and Canada. The maximum i)ria'
])aid for this work is four cents per scpiare foot, annually.
The work is distributed amonu' the various outdoor
advertisers wlio control this kind of advertising space
in the different localities. Such a firm as Varney and
(ireen, in Los iVn^eles, would divide their expenses in
earrvinu' out their i)art of the contract with the C'nca-
Cola Company as follows: One cent per sijuare font
\vould be paid for their leases: two cents ])cr scjuaiv
foot for painted si)aces: onedialf cent per s(iuare foot
for administrative expenses: and one-half cent per s(iu;nr
foot would thus l)e ai)plied to jjrolits. The cost of
bulletins such as those erected aroiuid a new buildiiiii'
or around a vacant lot is twenty-five to fifty cents \nv
running' i'oot jier month. These jjrices include one
|)aintin,u- with a repainting' at the end of six months on
vcai'lv (onlracts. 'I'he displays avei' i.i>'e ten fi't't hiuli,
but some ai'c as hiuii as fourtei'U f<-'t. Special l<»c;i-
Ikmis. lif coursr, demand special rales and are usually
sold ti) the hi.ulKst biddei-. Contracts are not ^cncrallv
iii;i(lc for less tb;in six months.
1 V.K Ifisl.s (if (Klvcrlisin:^ h/i poslrrs or }>// pai
hil
III,
.si^iis. I'l'ihaps no division of ad\ crtisinu- involves si
SI rri.i:Mr.NTAiiv ai)\ i:rtimn(t aids
1S3
Miicli risk as that iH'i'tain'm.n- to liill-boanl ])uI)rK'ity. If
pn^icTs are used, llicii llic advertiser rims llie risk •>!'
li,i\ in<4- liis si^n destroyed liy wind and rain. To meet
this emeri^eney extra sheets should always 1)C sent to
liie loeal bill-postinn- aoeiR-y, If a painted sign upon
;i wall is used the advertiser inay be conii)elled to see
liis siun obseured from ])ub]ie view by the ereetion of a
II, w i)uildin<>-. The Foree Food Company has a reeord
,,! havin.u' i)aid S-2.K)() for a wall whieh remained ex-
pii^ed lor only eight weeks.
illfl^-
CITAPTKK VIII
Sri'l'I.r.MKXTARY Al)\"i:irriSI\(i aids (Continu.d)
]'){). I'lh'ctr'ic (idycrlisiii!/. I'litil twinty years and
llie cliit r iiuaiis of inakiiii^' si_niis atlracli\c was tliroui^li
Ur- use ol' ink and pnlnl. Within the last two deeadrs,
h(jwe\er, a new niediiiui has steadily <^'ri)wn in inipur-
tanee, until to-day eieelrie advertising- has heeoine a
reeo^ni/.ed I'aelor in modern coiiiniereial ])uhlieity.
'i'he fii'st eleetric si^n made its appeai-unee on liruad-
way less than twenty years as^o.
In eonneetion with i-etail advertising- cleetrieity made
rapid strides from the l)ei>imiino-, and now it is show-
ini;- its adaptability to the i)roader iields of national and
iiilernational ad\ertisin^-. '!'he eleetrie si^ii niakes ati
ai)i)ial to the hnmai; eye, and making- this appeal, as
it does, al'tt'i- dark, it is n^t ■omj)elled to eompete with
the manii'old attraelions which ai'e ])i'esent durin<4- the
daylight. It is not dillieult, therefore, for the advertiser
to impress the name of his |)roduet and the name of
his firm u|)on the pnhlie mind. Althoniih electric ad-
xcrtisiiiL;- is only in its infancy, its ncncral applicahility
to all lilies of liusine.s ])ortcnds foi- it i)ossil)ilities that
are yd iindi'tamcd of.
1.")!, (I'lKili.sl (It'clricdJ .s/f/'/.-The hiuhest achicvc-
mirit in ehcltical sinns is sei i! in the \t\ij; display facinu'
Herald S(|uarc in (ireati'r \cw ^'ork. It is crectiil
on a threat steil sti'uefin'c si\ cntx-two feet liiuh and
;i tiiird of a city hlock in Icntith. It represeids a
Koman chariul race with ohservatioii stands on which
SI rri.i-.Au.s'iAKv .\i)\i:irrisiN(i aids
IS.-,
.w-ls
l;!i)I1])s ai'e c'liecriiiijj the iirst cliarioteer to victory.
Aiuad of tlic first c'liui-ii)lcrr arc live Koiiiau cavalry-
man. JJy means oi" iiiij)rovc{l electric (lc\ ices the horses
.ippear to be ^'oiii^;' at a I'ull <4alloi). their inaiies and
t;uls waviiific in tlie wind. The wheels also a])i)ear to
ir\()l\e rapidly and the crimson robe of the first
( liaiLoteer floats in tbe wind. While the chariots and
ii\e horses are ])lu!i<4inn' on, a device manipulates a light
illiiiiiinatino- the rc»ad bed which is ])ainted to represent
liiH at stretches of track behind and ahead of the racers.
l'>\ this continual change of the scene the illusion of an
aftiial race around the ami)hitbcatre is greatly in-
creased. The illusion is further heightened by the ap-
|ii arance of dust rolling up behind the wheels.
Some idea of the size of the sigii can be bad from
Mil fact that the main chariot and the horses are foity-
ti\( feot Jong and twenty feet high. There are ])osts
nil the top of whicli are flaming torches thirty feet in
li( ight. To M-hat extent this sign excels other signs
of its kind may be seen by the fact that it contains
III ally 'JO, ()()() bulbs, while its nearest competitor does
li it have more tluui 2.000. It re(iuires (iOO horse j)ower
In generate the electricity and more than .300,000 feet
t'i' ujie is used in its construction. The space costs
^1 •■{(»() per showing for one year— a ten-year contract
I • iig conij.Milsury.
I.V2. Klcclricdl shin cosh. — Pi'ices for such signs are
Iiiteresling, The Kayser 'I'ip (ilo\e s|)ace at Longacre
"^ iiare has been (pioted at J^l,,")!)!) a monlh. 'I'he sign
Npaee on to|> ol' the l)uil(ling across the s(piare from
lliittl Astoi- has bien (pioted at >t^l.000 per month.
ii...
4l.,. II..»,,1 1/
.1
V I to sell t'or ."l^iOO per month. There are many other
■^i'.^ees which sell for from !*<1,000. to $1,200. per month,
IhG
ADVKKTISING
and it lias l)een estimated by a eonipetent aiitliority
that Sl\()(M),000 a year is spent in the vieinity nl' New
\\)vk on sneli si^n spaees. Tlie lai'^est si^ii in 'I'oronlo
is that of the Dominion Sns|)en(ler Company. It meas-
ures 21) I'eet by «U) I'eet and eosts SI, ()()() a yea'-, on a
three year eontraet. This eost inehides the ex])ense of
ereetion. iiyhtinj;' and rejjairing. Another ^vell-kno\vn
electrie sii)'n in Toronto is that ol" tlie Seothuid W'ooh n
Mills, eonsistinij' of about l.'JOO lights. The si^ii oii
J.oew's Theatre is -J.") feet by 1-' feet. The eost of
ereeting this sign was ^l.tOO. It eontains <.)()() lamps
and the expense of lighting it is 18 eents an hour. It
is interesting to note in this eonneetion that the Hash light
sign is eheaj)er than the permanent one. sinee the latter is
using })o\ver continually, and it is this item that makes
the expense so high. Kven the small fractions betwtrii
Hashes is a great saving of pouer and tlierefore of cost.
1.3.'J. Placing- of electrical si^ns. — As an illustration
of the applicability of the general ])rineiples of adver-
tising it may be noted that electric signs are ])ut in cer-
tain j)laces l)ecause of their iiiHuence ujjon special classes
of buyers. The famous Ileatherbloom sign at the corner
of Fcjrty-second Street and .Se\enth Avenue was ])ut in
this ])articular |)lace because of its proximity to Ilain-
merstein's Victoria Theatre. During the buying sea-
sons this theatre becomes a meeting |)Iace for huiuh-eds
of j)i-ofessional di'y goods buyers, mostly from out ot
town, and it is these men. and not the ordinary man (»v
woman wlio may i)c passing uj)on the street, that the
ad\(i'tiser uishes to impress.
l.Vt. ()rij:/ini'jili(jn of clcclrictil (ulx-crlislnn;. — 'I'he
electric ad\ crtising business shows less organization than
the bill-posters or the painttd sign advertising Itusine^s.
'I'liis is due perhaps lo its youth, 'i'here are no national
Sri'l'LKMKNTAUV ADVEll liSlNCi AIDS 1H7
solicitors for electric advertising and there is no arrange-
iiuiit \vl)ci-cl)y a national advertiser can receive inrornia-
tioii concerning the cost of the disi)lay in certain cities,
unless he takes the matter up with tlie local lirni in each
( ity. No advertising agency has interested itself to a
|)()int where it can render the electric advertiser such aid
;is would he necessary to secure a national ap})roi)riation.
There are, in fact, no data, literature or statistics on
riectrie 'iilvertising. So far the electric light eoni-
paiiies have heen the chief factors in i)roinoting this new
imdium of commercial ])uhlicity: for exami)le, The Rice
Klectrie Display Company, of Dayton. Ohio, who
t rected the "chariot race in tire," so well known to visi-
tors to New York, have closed contracts with firms whose
comhined capital reaches the enormous sum of Ji>.5()(),()0(),-
()()(). Only one firm in each line of husiness is repre-
sdited on this list, whi-'^ is styled "Leaders of the
World."
l.").}. Indoor electrical advcrtiftcmctits. — Electric ad-
\i itisina' is not exclusivelv an outdoor feature. It may
Ik used in the store with great effect. The window
advertising, interior decorating, lighting and display
schemes have heen revolutionized since electricity came
into general use. Interior lighting in reality is a ])art
of the merchants' advertising. It imparts a sjjirit of
(liirrfulness and makes the disjday more attractive and
a!)|)ealing. It has heen said that at least one-half of
llic articles sold are purchased hetween the hours of five
and ten in the evening.
The husiness of the druggist is cs])ecially adaptahle
t" this form of electric display. The testimony of one
Mch concern located in the center of the husiness dis-
trict of a large city is to the effect that (U) pt-r cent
' f its sales are made after five o'chjck in the evening.
m
ISS
ADMlUriMNC
\\'itliont altcniptin^- to spcrily all the various lines to
MJiic'li (.■Icrtrif advert isiiiy may he adajjtcd, it may he
said ill hrief that the term, eleetrie adx ertisiii"^', may he
iiseil to desit^iiale all the metiiods of atlraetiiig- attention
hy the use of the eleetrie li<>ht.
I.jC. House to house (lisliihiitioii. — A means ol' ad-
vertising' whieh stands midv.ay hetween the hill-hoard
method and the use of speeiallies is the distrihution of
hand-hills and samples of ^oods from house to house.
At one time this method was largely eonfined to drii^'
and li(iuor houses. This faet, eomhined with taetless
means of foreing hand-hills, hookjets and samples into
])rivate homes, io say nothinn- ,,f the disreputahle ehar-
aeter of mueh of the "literature," estal)lished a stroiii-;
prejudiee against the use of this method hy advertisers.
More recently, however, the makers of food jtroducts,
soaj)s, etc., have heen emuloying this means with con-
siderahle success.
l.)7. 7^/.vA',v of this method. — The use of this method
involves two risks to the advertiser. The first pertains
to the getting of honest distrihution. The second has
to do with the legal liahilities to which the distrihuters
of sample medicines, etc., are suhject. To reduce these
risks as far as ])ossihle, agencies have grown u]) in the
Fnited States which assume certain of these risks and
guarantee to the advertiser a satisfactory .service within
Certain territory.
Such an agency secures the services of men as dis-
trihuters in the \arioiis towns and cities of the rnitcd
States, It examines, as far as possihle, the character of
these men aiid kee])s a close record of their work through
a system of reports to tlu' central agency. The auency
in return keeps the local distrihuter informed as to anv
Sri'l'LK.MKNTAKV Al)\ KRTISlNd AIDS 1
H[)
n, w k'.uislatioii ' aH'crtiiin- the distrihution of cimilars.
Mitdiciiic or (Inios. tells thcin ol' tinns tliat arr likely
to rontraet for the (listril)iiti()ii of eimilars or samples.
,,n,l sends up-to-date lists of relial.le loeal distributers to
|.ir<iv advertisers, siieh as the Swift Specilic Company,
riif Kexall C ompany. ete.
'I'hc onaranteed local distributer is oftm ^ixcn a
j)r( iVri'iiei' when these c-ompanies seek employes to
ilistrionte their sample or circulars.
i:)S. Millidds of (li^ciiciis fur dislnhui'iou of IkiikI-
/</7/.v. The I'oUowino- statement sent 1>> one of the
largest distrihutin"' aj^^eneies describes how the method
is carried on by one central agency:
Wu ^ruiu-fuilet' tlio srrvico of all (iistril)ut.rN n'p;!>tfnil on
,nii- list to all advertisers who inay employ tlieiu. and a^ree to
■ Iront (■n]n- of c.ird i-'^iird to vnch of tlie .Mnpl<'V<'-> wlicn tliry ixrr
iiMkiiij.' HANI) TO ADII.T distrilnitioii of -,iiii|.l.s of MedKiiRS or Drugs.
To ciMliIov <■■- of the
WILL A. M(»I TON' Distriliutinj;- Ajrenev.
Yo„r nttrntion is rnllod sperificMllv h \hr Ohio .St.,tn Law refrrrinf: to
tl„. (listril.ution of sM.nplrs of .M.dicin.'s or Dru;:. as i-rintcl ou th<' back
ot this card. ,■ , i .■ ,»• m ,i
1„ coini)liancc willi tiii. law w.- warn you to make .'istnhii lo,, oi Med-
icine, or Prufrs of any nature TO AIH T.T I'KH.SONS a. lolhnv,:
Call on each fa.uily by froiuj: to th.^ door -nost ''-''■ .''iVl/Vr.nJlv
wait until door is oi>ene<l. then hand the sample to an \l)l 1, 1 I I'.H.st )N
in a polite nian.icr uith the re,,u. -t that 'lV.'^''r.:\I m-c v','',!" TrV'f r S x' l'
If no i.erson opens the door. DO NO r I N DKW 1 A K K lO LKW K
Jmpi irmVs'inK ok in lkttku box ou nv thkowinc;
IN Ol'KN WINDOW.
No samples arc to he distrilndcd ni shojis, irulls. otliccs, st, ,,•(■;,, or to
[icciplc on the street.
15KAR IN MIND
\l ill times that von arc suhjcl to .arrest, fine and impris,.nmcnt at anv
lime \ou xiolatc ou'r inst ru.-l i ms. .and that ue uill refu-e to delend vou
ill any w.i\ if von violate the law. _ _.
SiLnicd, V\ Ml, -\. .'<i>M. :'.::.,
I'roprielor Will .\. MoHon DisI riimtint: Apiiey
1010 St. flair A\e.. N.t'.., Clescland. Ohio.
1!M)
ADVKUTLSING
r«iinl)ursc advertisers for any })r.)v,Mi loss sustaitud throii-l,
\iolati.)n of coiitrart, uv<r\l^vm-v, or any uii.satisfactf.ry scrvio .
(ilia ran tic holds u-,,,,,! „„ ;,,iy .list riliiitcr as lono- as he i.
rr-ist. nd on our -uarant.r,! list. I{nt. ue arc not rcsponsiM,
("'• onicrs LXtciit.d l.y hin. after he lias luen removed from
our list.
We <-laini to puMisli and ;,r„,.i|-;ni!ee the lar^'est list of n -
lidile e\|,(rl,n(T,| di.st rlhuters, as ours is an open ancn.v
'''■^"'"' '" *l" '"-t iril.rrsls of all advertisers. \\\ rre.?<r„i/,.
all |.rn\rn nliaMr (list nhutrrs. regardless „f their eonneHi.,,,
VMth otlier a;;-eneies, associations, etc.. etc., as we reserv.' tlir
}>rivil,.,re to act as our .jud-^-intnt dictates in order to estahlisli
. a ri'liahle serviie at all j)oiiits.
.\dv.rtiMrs deslrlno. to employ distributers listed herein are
n(|U,'s|,,| to <'ornsp,,„,| ,n,v,.t ,vitli th,. dist rihuter. sendinfr
sample . r m.alt.r to I.,' dist ril.ul.d. statin- maimer in which it
'•^ '" '"■ ''"'"■• ■'il'l l-c(|Uest price p, r tl 'Usand pieces. Also l,r
sure to mention that you were nfernd to tluni throu^'h .Mm!
ton-s last. ,.,nd that you hold th,- .Molton a-ency responsible
'■'"• the service. Do not ship m.dter until satisf.aCtory lu.d.r-
st.indm- is r.acl.:d. If any complaints ar.. nia.ie that matt,r
iias li,en destroyed or wasted, or dislnhidcd dilferentlv
agreed upon, take copy of same and forward us. and \\ e u
i'nn.(diat,ly investi;,^a t., and if foun<l to he .•orrect, «e «;11
pay the dama^re ad also pulilish fidl facts. «hicli ^^\\\ cause
all adxertis, rs to cease placin^r c.ntracts v,ilh such distributers.
!-'irms employiiiM- travelin- distributers « ho cnntract uilh or
employ loc.d <listribut, rs at ( ach stop slnnild s|,pplv th, ir trav-
elin;r npr.sentatiNe uith these lists, as «e ar,' [.le,is,,i lo furnish
Iheni I.) (;I;M:UAL ADNKHTISI-MS in ...nv .|iiantily.
Tliese lists jirc rcvi.sed nionthlx in ,.r,ler t,. k..p tli,iii ii(. to
<!at,>. ;tii(l a,Iv,'rtis..rs .should n f,r to th, lat,st lists only, wlii,li
*•■'" '"■ ''■"' "I applica loll. Our endorsomont holds o-ood on
all disfrihiifers pui.lislud in each list as it ,tpp-e.irs. unless ollier-
uisc stal,d in f /, ^, />„/, Dhli'iluittr.
-\d\,rtis,rs are cordially invibd to c,)rr, spoiid uith us freelv
11.11
il
SI rri>i:.Mi:.\'i'Auv Ai)vi;KTisi.\(i aids 1!)i
i; ill inattcTs pcrtaiiiiii^^ fo the l)u.-.iiu.ss, as we are pKaxd at
,;i timus to i-Liulcr all the advice and survice in our power, and
■f. (■ of expt'nse.
\,l(lrr>s .Main ( )flire.
WILL A. Moi/roN DisTuinrTiNc, a{;i:n(V.
1010 St. Claii- A\e.. Cleveland, Ohio.
>li',('I.\L NOTICl', .\ll "lio employ dlstillmli in Il^iid
i^rwitli, inidrr onr n-iiarantc e, will take notu'e that we only
_; 1 ii-antic their Ncrviee t'oi" the town> a> li^tid and not \'nv eoun-
■iK routes or .iddltional t'Trllory they nay cover, LNLESS
<\Mi: IS Lisrr.i) hi.kkin.
We do luit -i-iiarantee that the luinihei- of pieces mentioned to
. .\.i- distributers is ahsolutely correct. IIowe\er, (li>.tril)uters
,\r in evrry in-tance stated Ihal their fij^aires sui)niitie(i are
• ikin from an actual can\a-- of tluir whole tei-ritory. reaclnn;,^
.fMrahle classes only. In the small towns and citus a small
,i;intilv ha> In en added to place into farmer^' vdiicl.'s when
I \ come into town. Thi- api)lie.s only to tlio agricultural
!»i-lriels.
ill C'jinada, llif dislrihutioii oi' saiiipks is doiu' lar^rly
i \ iiulividiial oroani/atioiis located in tlir various towns
Ml. I i-itics covcrfd. Soiiu' (d" tin- advcrtisiiio- aocncies,
|m\\(\{i-. maintain a scrv icr oi" tliis kiiid. Tlir .1. .1.
(.ililions C'ompatiy. Limited, of Toroido and Montreal,
havi' rt))ri'sentati\es in various cities for the distril)ution
of samples.
Circulars and samples are nrcncrally distributed at
,1 cost of so miicli per tliousand. and the advertiser
should find out the nnnilier of i)iires necessary to cover
a particular locality, 'riiere is a .u'reat tenii)talion f(.r
the local distrihiil< r to (A.-ium rat* in .ui"'i"M' '''^ estimate
• llii- numlier nijinnd. in this i-esp( el a ci ntral dis-
Irdiutinu' aocnev is ocncrallv more to lie relud upon.
I 11 whei'c a lirm s( iids its own tra\elin,u icprescida-
192
ADVERTISING
lir
tivc rrom town to town and (itpiiids upon him to liir
the local (hstrihulcTs, it is often wise to consult ll
j;-uarant. d list ol' some central division, since the list
men are likely to I'eel their responsihility to a u'n aU r
'jxtent than the casual distrii)uter who may he pickol
u]) at random in any town. 'I'his service may cost more
hut it ,U(ts more "nndii- llu' doors."
!.)!>. .idvcrli.siii::- //or<///V.v. Ad\ertisin^' special! i-s
are articles more or Kns intrinsic in \alue incidentally
carrvin.n advertiscm- nts of the men wlio .ui\t them away.
Hecause c\' this comhination of coinn'"rcial value and
advertising- service in the same article some coidusimi
has arisen in the minds of hoth the .lanufacturer of
these novelties and the merchant who j^ives them away.
This coid'usiou, howevii'. may he in part removed if
we tirsl discover from what point of \ iew we wish In
consider the article, l^'nuu the manufacturer's point '•\'
view the ai-ticle is merchandise. l''rom the point of view
of the man who uixcs it away it is an ad\(rtiMnu
medium. If the first would succeed then the linn
which uses the specialty as an advertisement must aKn
succeech If the manufacturer of the specialty looK^
upon each sale as a closed incident and does not follow
it farthei-. he may soon discoxcr that many of his cus-
tomei-s. ine\p( rietieed in the hest nu tliod of usiny,' thcv
specialties as ail\ ert isiuLi' mediums, will fail. Hence, it
is muili more im|»oi'i.iMt that the advertise- j^xt valii''
recei\((l from the ad\ertisin,u' than it is for tin- mami-
facturei- of a specialty to increase the si/e of any one
sales order. Mrown and liiu'clow of St. r.aid. Minn.,
maintain ;ni information departminl \'<n- the usi nl' then
customers, that ihi \ max Incrcast" Ihe xalueof the ^oods
t lit '\ j ii i i'ci ia '-r iriwii Wie spi^cianx n'Mise as fi»i*» ''i » e>w;u
inediums. In this deparlmi nt men ar • employed I"
L'l
;ii
fi
ai
.S(.
ti
,f
II
w
tl
ft. I
i
sl'pi'li:.mi:ntauv ADVKirrisiNCi aids 193
uritt .tdvcrtiseiiitiits and to siig[i;cst methods that will
in'iduce tJR' liest ix'siilts I'or iiicrcluuits wiio may have
iiiixild _i>()()(ls on their shelves.
H'lO. Siiccissfiil .sfilcs of (idx'trli.sinff )iovcllics. — Lead-
(.is amoii<4' tl'.e maiiul'aetiin'rs of advertising novelties
;iri' thus awakening- to tin I'aet that their sueerss in the
future must depi'ud more upon tlu ir ability to sell ideas,
Mild plans of makiiiu' thesi' ideas eil'eeti\t.\ than in the
vljinix of noxclties as merchandise. 'I'he lar^'e ad\er-
tiHPy' a^eneies ha\e show.i tlkin the way and if they
(Id not follow, "the specialty man." in the words of one
i)\ the leading novelty manufacturers, "will soon be
\\Mikin<i' for the advertising agencies, who will he tell-
111:4 '""' o^^'i customers how to use oui" own goods. '
The advertiser \\ho expects to use this method should
if cautioned against two tendencies. l-"irst. e\])ending
tl;r wholi' advertising a])i)roj)riation in the purchase of
til specialties and lea\ing nothing to s])ind in their
ilistrihution. .\n advertising campaign of this kind
■-Inidd he planncil as cai'cfully as any other. Second.
t!;r gift should nut he cheapened hy pi-omiscuous dis-
tiiiiution. Iv.cry aiticU' should count in the creating
"f new onsiness.
ill niilliiiing an ad\( it isinii plan of this kind the tirst
ijiiest!oii is, W'jiat kind of spt cialty is hest ' In answer,
it fiiav he said, u'cncrallv, .oiiiclliinL! that is useful tn the
iHopIc whom the firm wislns to ser\ c. Hanks often
Use such articles as ])oeket hooks or hill folds. A liiiu
serving a farming community should distrihute sonie-
tliiiig useful upon a farm. If the lii'm \\as si!uat((l in
:i lumhcr region, a lumherman's hand hddk would he
!icceptnl)le. In fact, there is no end to a list of this
I. (^itlcndnrft. — Th
^ton
\\ Iiiell
a 1 Mica
Is t.
u
IV i;t
w
i
lf)i
ADVERTISING
,i?cncral trade may use a spcc-ialty uliicli meets a general
\varit. It is tor tliis reason that the ealeiidar has hc-
c'ome so pop.dar as a oift. The use of this medi.nn
has oTo-.vn to ,sneh an cxtcnl that it deserves special
consideration. There are tu.. kinds of calrruhirs, those
lor the home and those lor the olliee. Little need hf
said in deserihino- tlKui. The hnnu calendar mav he
gotten up ,n rlahoratc^ coh.rcd .(IVcts. uhilc the hnsincss
calendar shonid l.r p!ai„ ;,nd of a si/.c convcrnent lur
"Hice use. A stndy ot the IoI|..m „,- ..pinion given hv a
"''". of innch experience will he helpful in deciding die
calendar i)r()])()sition:
We li.tv(^ hunificd
^t('i) (1(
M-oin >lr|) to M,'[) (louii III,. ciiriKiar pnip,,
sitioM UMtil it svnns as t|,„u-l> w^ hnsv ,■,.„„■ ;,t ha.t h, ■, I,,' ,1
snIutH,n-a plain, ta.ty Uu <-al,.,:,lar, a n-ood j„b o„
craftMn.u. Imos m itl, pk-asi, .. ,i]\. f. ,,lain, sin,,,], yet fornl.lc
'■'■■■"'"•- "'■■'^^■■'■- ""* t "•"•I'< P''i'l as ia-;,-.. as consistent ulfh
caien.iar, uiM, i\^uvr. |ar-r an<! plain runw^U U, l„. sren a,Tn.>
the rooni, and eael, eneloMd in a s,,„a>v, .-ivino- an.ple rnon,
for the luHisewile t„ k. .,, nn'nnt, > of I„ ,• ameer's l,i||, „nlk Inll
etc., and tin. farm, r his t..>(s, u. I;;l,ls an.l future hills reeeivahlo
<lue dat.s. (Jive vyvry <'alrn.Iar man wlu. arrives at your dr^k
n e.nnf.lete description of ul.af you re,,,,;,-,, md ask Iiiin to for-
ward .samples. It is an easy and . nV.tiv. .llsn.issal an.l alfonN
nn excellent tin., from which to cimosc. .\f iirsi y,,,, n.i.d.t
inia-ine that your calendar tro,i!,les were „ow over foV the y.^iir
but experience has ta.,;rht us that it ,s no small la>k to" sue-
ccssfully got your uares before an appreciative public. Again
I'X'.'I .nnditions must Rovern. \\-, hire two bright and reliahlo
boys to distribute the calendars from house to bou.se in the city
.mpressins: them with the fact thnf they must, gentlemanry.'
dehyer one calen.lar to every fan.ilv in the citv. Kach mail
box upon every rural route leading from the city is supplied
'" "^"^.^ rni:;;T;y morchanf and creamery has his
iH.tulle of calendars stamped by his compliments, an ...ficer p
sriTLi-:.Mi:,\'r.\Hv ai)\ i:Hrisi\G aids 19.5
Miif> OIK' Ml Dirsoii to i\t'ry i!U>lmss house and extra effort is
!<!>■ to place one in every lo.i^'^in',^ caiiij), school (listrict and
r\.n huntin^f camp in (lie country. Tliin^rs of this kind seen
III (lut-of-way and une\j)ectetl i)laces make a ^n'oater im{)re.vsi()n
; III wlien met alon-- the nrchnaiy walks of existence. We
I ue heen follow in^^r tliis j)Iaii for a numix r of years and find
■ it the demand increases each yiar. Tlir pedple have come
ti) expect and depend upor, our yearly calendar, and ri f)ay
11^ for our time and expense hy unconsciously havinn- hurried
' i"'n ilu'ir minds our name and ad hy kcepin^^ the calendar
I'luji, rly torn from danuary lo Decemiier.
Twenty years ao'o there was one firm nianufaetur-
inu calendars I'or advertisin*^ jjurposes. To-dav there
in a thousand important firms, besides many smaller
liiuises. engaged in this husiness. While the business
li'nie l)y the one firn) two deeades ago amounted to a
h " thousand dollars a year. Ameriean business houses
ill I'MO spent about i^'JO.OOO.OOO in giving nwav ealen-
iliM-s. It is estimated that the calendar houses have at
I'.is! three thousand ti'axchng salesiiHii.
I''-. Firms iis'ni;^ cdlciuhn- (iiircrllscinnils. 'Vhv
ureal branches of business thai are using calendars
\\'iiil(| j)robably rank, as to the numbers used, in the
h'llnwing rder l-'irst eomes the insurance company.
'•ii' firm alone recently spent '^.'jO.OOO in this direction.
Next are the railroads, and in this connection it is said
'iii' Mr. TIarrimati was a great believer in calendar
'I'lvertising, spending yearly thousands of dollars in this
^y ' After the railroads come the banks, and next to
'''"iM are tlie retail merchants. Some firms not onlv
S\'v away calendars but advc rtise the fact that tliey have
tlieiii f) give nwny. Armour Packing rom])anv an-
nnnnced one of their calendars through the Safunlnij
f^ioiing Pout.
196
ADNERTISLNG
^fany companies making calciulars contract with
artists oy the year for their wliole output. Jn addi-
tion to tlie t^oods made in the Cniteil States manv tiriiis
imj)ort yearly I'rom (iermany millions of "'shells' to In-
made into calendars. Some of these calendars cost the
advertiser 2.") cents and n))\vard apiece. The orcal hulk
of the calcnfhir sales is made ahout January first, the
mannfaeturirs takin<.'; orders twiive months ahead sn
that liny may have somethino- dfiinite u])on which lo
reckon in making' and ordci'inn- siip|)lies from aliroad.
1 <■).•}. h\ffi'(iivciic.ss of tlic calendar adx-crtisniu'iil.
The \alue of the calendai- as an advertisino- jnedinin is
based upon the accumulalive elfect that its continiud
presence ])ro(luces ui)on the minds of a few persons,
rather than upon a single impression made upon .urcat
numhers of observers. The makers of calendars reasdii
thus: Our calendar advertisement will he read h\ at
least fi\c proplf a day. 'i'he noi-mal life of a calciular
heino one year, it is further reckoned that 1.82.5 impres-
sions will he made durinj^r this time. At that rate the
adxcrtisemcnt on 1. ()()(> calendars «ill he read 1,H-J,).0(MI
linus din-inn- the year. The cuu; dative effect will,
thei'efons he oreat. C"onsiderini>- that the average I'ost
of an art calendar is IC. cents each v<'ar. or Sl<'><» a
thousand, this form of ad\ ci'tising t-ompares \( rv {';\\nr-
ahly with other publicity mediums, l-'urthcrmorc. it
U'ets a i)rcfcrred |)osition. since it is placed u|)oii a
man's desk or on the wall of his oilice or iioinc. "l?iit
for the calendar."' says the noxelty manufacturer, "yoii
could not iihtain this space for lo\ c nor monev."
Kit. ///o//n-.v.— lilottcrs are probaltly used in orealir
numbers than any othrr otie form of noxeltv advertis-
'^•
i-
■ » 1 11.1 1 '^ 1 in \ ,11 < iiM (I 11 PI) atioooani i\'. . V n nounii
flic blotter is a verv ehe.-tp method of advertising <'()(iil
sriM'i.i::\u;.\'r.\Kv Ai)M;i{Tisi\G aids 107
liid.Hiiieiit slioiild l)e shown in .sfkctiiin- an a[)])r()i)ri:itc
liiim and inscription by which the lirni oi- the -^oods are
aiiiinuneed. An advertiser wlio shows [)oor taste in
tiiis resi)ect will get poor results. It is not his i)ur-
p(i>c to leave a had impression upon the minds of those
u!n. use the blotter and see his advertisement day al'ter
day. To get the best aeeurnulative results the blotter
I shnnld be (hstributed at least once a month to all the
(iistomers ..nd to all the business houses in his locality.
It i> well to have some variety iti the amiouncement.
I'lil ^ll()rt. terse, sharp arguments should not be departed
iV.iiii. If the blotter goes into the ollice the argument
MiMiild be made to appeal not alone to the head of the
li"ii^<', but to the otHce force as well.
iti.-). House oriiv///.— About the iirst record, accord-
ing to Harry (iriit'e in Advcrtisiu'j; and Silliiiii, we
lia\<()f the house organ is j'ound in the year IHCi). One
enterprising merchant in Paris in an effort to surpass
III"' rivals and regain interest in his wares conceived the
I'l' a of getting out and sending to his customers regu-
larly a j)ublication containing items interesting to them,
•i'l'l at the same time advertising his goods. .Sinci' that
tunc the number of such ])ublications has constantly
I'lcrcnscd, until to-day there .are being i)rinted at le:ist
■■I'd lionsc organs of the better class and the number
is rnpidly growing. .Some of these house organs havi'
'H'M-mons circulations, one i)ubIicalio!i in the Tnifed
Stiitcs, issued l)y the Metropolitan ],ife Fnsiu-ancc Com-
pany. lia\ ing an average circulation of .').()(>(). 000 copies,
house organ, c.-dltd the Mtlm/iolihin. conta'ns
Tl
us
ii'""it .sixteen 'pages and is issued six times a year. It
is iK.w in its twcnfv-sixtli \r»lnme.
l"'*!. J'tirictics of !ii)u\c ori^v/z/.v. -House organs mav
'"■ classed into several divisions: 1. Those reachinu
198
ai)Vi;ktisi.\g
dealers. 2. Those reaching consumers. .3. Those reach-
ing brancli (jillees, agents or employes. Probably the
most fruit I'nl field has been the one appealing to thi,
dealer. The (le\elopnient of the house organ has bcm
due to a I'ecling that a newspaper or a maga/inedid imt
ort'er opportunity enough I'or a thorough exploitation
of all the good points in the article advertised. And
again, in the general medium, each advertisement niur,t
lose mucii distinctiveness because of the numerous other
advertisements with which it is associated. The house
oigan enables the advertiser to tell his slory completelv
and in detail, and to illustrate his product, while at the
same time the advertisement gets that benefit which
comes from direct association with editorial matter of
a magazine quality. A])pearing regularly it has also a
cunndative ett'ect in influencing the dealer as does calen-
dar advertising, and, going as it does to the desk of the
business man directly interested in tiie ])roduets adver-
tised, puts the announcements at the right s])ot at the
right time.
I<i7. ^[(iJiitiii- tlw house or^iaii. — If a mamifacturer
would produce a really go( d house organ he must take
great care in its i)reparation. It is now generally con-
ceded that the characfer of its contents should tend
toward that which iducatt s the dealer or the consumer in
those |)oints which will had to greatei- pi'ofits and larpr
succi'ss. ;nid it must do this in a way that will both
t ntci'tain and educate its reader.
Some editors of house organs, like the editors of tra(h'
journals, ti'y to make a paper fi-om the clipj)ings of
otlur papers, by joke columns, childish ])u//les, i)ii'-
tures. etc. 'i'hey attempt to lid s|)ace whicli jjcrhaps
would have been jnoi'c cH'cclixc bad it been left utiustil.
A good house organ should l)f illustrated, well jirinted
SUl'rM:.Mr,NTAllV ADVi:RTISI.\(i AIDS 109
and the advertising matter should not overbalance the
ituding matter.
An advertiser before he begins the publication of a
liiiiise organ should consider well his own ability, or his
(ijjportunitics of obtaining an editor who vdi\ main-
tain a high standard of reading matter combined with
stiaight-from-the-shonlder business arg-unents that are
necessary to make the house organ a success.
The question often arises, shall the house organ use
'ontside" advertising matter? The answer to this
veins obvious, since the basic idea of the house organ is
til accentuate the individuality of the concern using it.
I'.very outside advertisement detracts from this funda-
liirntal i)urpose, and the house organ loses its chief char-
acteristic and becomes more of a general magazine or
tiade pa})er than a house organ.
1(;8. J^aliic mid cost of .such mediums. — In deter-
mining the value of the house organ as an advertising
iiudium ])ublishcrs are quite unanimous in saying that
this is one of the most effective forms they use. Mr.
(Iriefe quotes one lirm as saying that it was able in one
year to trace sales amounting to $18,000 to its house
oruan.
The cost of the smaller house organ is not large if it
is used in echtions of lO.OOO co])ies or more. On this
iiasis an eight-i)age paper, X 9, can be written, illus-
;ratcd and i)rinted for about $-J00. If SlOO is added
I'nr |)().slage u <1 $'_'.*) lor addressing and wrapi)ing, the
(•list ])er copy will be not more than .'U cents. Every
niunth for a vear. a prospective customer can I)e reached
ngularly and I'orcibjy with adxcrtising matter at the
<(iinj)aratively small cost of 40 cents.
Where the house organ is of small form, considerable
i\|Kiise can often lie saved by printing two issues at
I
«^
m.
200
Ai)\i:irr!si\G
one time. This reduces the cost of the press work hy
running a full form of twenty-four or thirty-two pages
at one time and tiien cutting the sheet in two.
A proper consideration of what constitutes tlie con-
tents of the house organ wouhl take a volume in itself.
SulHce it, therefore, to iiint at the pitjieies j)ursue(i hv
some of our most successful houses. They conduct their
puhlieations on the hroadest lines, making no direct
attemi)t to ])roduee sales. Kducational work is under-
taken hy teaching dealers and tl.eir eiei-ks l)etter })usiii(->
methods, and hy advocating a higher standard of per-
sonal efliciency. In order to gain the personal intenst
of certain readers some houses maintain advertisino'
cohmms for ])ositions wanted, husiness op|)ortunitie,s.
etc. Other houses make a si)eeialty of writing up sales
arguments and other suggestions to he used with a gen-
eral campaign for the local advertiser. This would in-
clude illustrations of goods in use and of window and
store displays.
A\'here two or more different lines of trade are to he
reached it is hetter to devote a small house organ h)
each, rather than to try to make one puhlication serve
these various interests. Where the one issue method is
followed much of the reading matter can have hut little
interest for a large part of its readers. For example, a
firm dealing with architects, i)lumhers and roofers <'ets
l)etter results- if three house org;ms are used, each ap-
])ealing to a separate constituency, than if one house
organ of a com|)osite ty|)e is used.
l(>i». Boolhts null folder.^.- A discussion of all fin
features which pertain to the hooklet is not shorten((i
l)ecause the suhject under consideration is a little hook
juul riot a large one. The advertiser has adopted tlie
I
little hook rather than the 1
irge one hecausc it is more
ST'rrr.i:.Mi:\T.\i{v Ai)vi',irrisi\(i aids ^201
Mill
table for his busiiitss. Jlut all the problems ol' eoiii-
[H^Mtioii, printing, etc., that pertain to the kirger book,
;i|)ply here also.
All the reasons, psyeh()lo<4ieal or otherwise, meii-
ti 'lied in a previous eha|)ter, ap])ly with the same i'oree
ill (letermining the eontents, dimensions and proportions
oi a booklet. ]{en'arding- the size from the business
ii.au's point of view, one author says:
I venture to suy tin: vast majority of booklets that have lieeii
tlniiuu away will he found to ]ia\e had lar^rc pa^^es and there-
t"ie no place could I)e found aI)out a hu-iiiess man's dok, in
"liiVh they could fall. 'J'lnie and aoai,, I l,,.,ve heard hu>iness
inui connnent on the l)eauty of typouraphv of the folder or
l.noklet, hut they say they should he smaller. A L.rne Ijooklet
lu^ ahout a. desk until it eventually oets in the way, when it is
iii"pped into the waste basket or p'.it away in a bookcase or a
cli lu.r Mliere it soon ceases to have tliat ever [)resent familiarity
.i!:d opportunity to do business that goes with a place on a
mail's desk.
170. She and filtupc of hooJdc'ts.—Miiny books to-
day which liave comljined artistic (juahty with coni-
11.' icial success are j)ublished in the size six inches lontr
by lour indies wide, and about three-fourths of an inch
tliick. Tliis size seems to meet with nencral ajjproval,
and hence meets the demands of the advertiser for a
maximum return in response to this api)eal. It would
M' 111 from this that odd or extraordinary shapes would
as a rule be barred. Little booklets in the shajje of
lulls or <l()llar marks are considered by many business
iiK M as an exj)ressi()n of bad taste. They say it adver-
tises the cleverness of the advirtisino' manager rather
tliaii the nature or (piality of the firm's goods. If such
IS the rase tlwjn <uc]\ nn o/lv/.i-i !c;..,v ...,.,i;,,..> r..:i.. :., u^
purpose.
A booklet in order to he Imi)ressive should ai)pcal to
202
ADVr.UTlSING
Ml
'3lBM
ir
the reader as a candid statement of faels, namelv, that
it is an ad\ ertisin«>" method and that the advertiser wauls
the reader to trade with him. It makes n<> (Hd'ereiuo
Avhether tlie reader is ahxady a enstomer, or whether he
is one who has simply e.\j)ressed an interest in your he .1-
ness; or whether he is at the time entirelv ignorant of
your existence. Kach reader, whether lie be a custoniir
or not, is open to the ajjproach of com])etinfy firms, and
alth(ju<>h the advertiser may ha\e estahhshed trade con-
nections M ith one of them, nevertheless, he may be taken
awav bv the comi)etitor who has first gained his attention
» * J cry
by tlie stronger appeal in the make-up of his booklets or
folder.
171. ^i successful example. — ITow a high grade of
■work may gain the interest of an indifferent firm is wdl
illustrated in an instance told ])y K. St. K'mio I^ewis in
his book "I'inancial ^Vihertising." The >- il Casii
Kegister Com])any on one occasion desired to pn ^o
a selected few among the most prominent merchant of
tliis country an'l France an argument relative to their
department store cash register. A booklet v.-as pre-
])ared to meet the special conditions, one of which was
that the advertising man reach the head of the firm.
Folders and advertising in })ersonal letters had failed
and so it was decided to make a book that would b<^ so
cosily in i)rinting. binding and general make-up that a
man would inevital)ly be di'awn into a consideration of
its contents. i\ceordi,,gly, a 1)0()klet was designed, en-
closed in a hand-sewed pig skin ti-aveling l)ag, of the
latest London design and workiiianship. In all, it cn>t
more than .%")(), but it reached the head ofTice and accom-
plished its purpose. Of course, this was a device to
meet an extraordinai'v ease, but it shows in a measure
what the advertising strategist may do when circum-
stances demand it.
CITAPTKR IX
PROIJI.K.M Ol- Till-: UKTAII.F.R
172. Bciailcr and manufacturer. — The two irre-
(liR'l)le t'ufturs in Ihc industrial world arc the onsunitT
and the iiianiifaeturer. The f'linetions of these two are
aI)S()lutely essential to coniniereial liiV'. Tluit each
nii^dit have the advantage that conies from speciali/a-
tion. certain features pertaining to the (leh\e.\' of tlie
goods hy the manufacturer on the one hand, and the
starch for j)urchasahle goods l)y the consumer on the
other, were turned over to men who could devote their
whole time to these duties. Accordingly, there grew
up one set of middlemen ^hose interests were closly as-
sociated with the manufacturer, since they sought to find
outlets for his Avares. Another class of intermediaries
likewise arose, hut their interests were closely allied to
those of the consumer, as they hecame specialists in the
selecting of goods suitahle for their respective conu 'U-
nitics. Although the term middlemen has attached it-
self to the first of these groujis, the wholesalers and joh-
lii-rs, yet so far as function is concerned the retailers are
also middlemen.
IT-'J. Poiar of mUliJlcman. — So long as the whole-
salers fulfilled t'>eir mission and thus removed a hiirden
from the shoulders of the })roduce", they were encour-
aged and aided hv the latter. Manv causes, however,
Irtided to so increase the midd'''man's power that manu-
laeturers felt tlieir economi. rosition growing weaker
and weaker. Having many competing manufacturer?
aH
/#
201.
Al)\ l.iMlSING
if-
from wlioin to choose tiuii- slocks, ainl often lmviii>r af-
ti\-,(l llicir own name or trade mark to tlie "^-oods, the
unknown nianufaelurer was sometimes kft dependent
upon the jm'd(h(, man's wishes, wliich meant that tli<-
maiuifaelurrr had to mei-t tlie priees uliieh the whok -
salers set for liim. The killer knew the market and the
consumers, and the manufaeturer did not.
Had Ihi' means of oainino' pnhjic-ity ahvays remained
as crude as they were uruler the early coruh'tions whieli
^•ave rise to llic michlknuurs position, tlie manut':;eturer
woukl prohahly ha\e fouii'^ it necessary to still aeeept
his depenik'nt situation. I5ut ])rintinn' and the |)rcss
wliieh hrouL,ht poIii.''al freedom also hecame the means
hy which the producer was ahk- to make known his ex-
istence a?id lo push his ckums directly Ixfore tlie con-
sumer. IJy niiiuis of advert isinn-, therefore, the manu-
I'at-tm'er is ^ainin.u- his independeiKc. The joithcr is
ha\n),n' Iiis activities i'(sir'-t or lie is hcino- eliminated
alt<)<;-ether. This docs not mean that the function of
the johhcr is not as essential as e\ i r. hut the manufac-
turer is dircetinn' the distrihiition himself. The manu-
facturer has not none directly 'u most cases to the linal
consumer, hut ha heen content to supply the retailer
yet, as we shall see, he has no' tlioroiiLihlv solved the
j)r()hlcm •' untrammcled (lislriltutioti.
Vtt. ( ioscr /•( hi/ioii of iiKiiiiij'inhircr (iitd roiisiimcr. —
I'l-om till- cotisumi rs" point of \ iew there is a move-
ment, still ii! lis infancy, which is drawin;^- them into a
closer and moie dji.ct iclali.Mi with the mamifaetnrcr.
Consumers can now ^-o aronnd Ihe local n tailev and
purchase from Ihe mail-order house, or lhroi|nh co-
operative store can huy directly from the manufac-
turer ur j(»i . SoiDf of ihcsc institutions lake the
whole produc f r ♦• ii manufacturers. St) far as the
TROUT, T.:\I OF THE Rl' lAILKR
20.'
manufacturer is coiUTriud this method does not (hffer
inueh from the dislrihuliou of goods Ihi'ounii the ^\•hole-
saler, I)ut it is a method affeetiii<^- the eonsumer aud
^hnvH that the attack upon the mi(hl!emen, wholesalers
and rehiilers, is jfroeecdinuj from two sides — from the
side of the demand for goods as well as from the side
of tjie su])|)ly.
As it is natui'al to expect, tlic retail stores arc not less
strciuioiis in tluir denunciation of this consumers' move-
ment than the .johlurs luive heen in their attempts to
force the manufacturers to deal tlirough tluiii. The fol-
louiug resolution adoj»ted ])y the IJeiail (irocers and
(General ^Merchants' ^Vssociation of .Minnesota at their
convention of ](»!(), expresses the general feeling of the
retail store against the "catalogue house" and the con-
sumers' attemjjt to huy directly from tlu manufacturer.
U'hcrcas, it is well known tlwit soino of the Twin City whole-
sale 'louses, as well as some Chicafjo dry pfoofls houses, are
luakiiifT n, practice of sellinnr in catfilo^ie houses, while the
majority ,iic I()\al to the ext.iit of coiifitiinff their sales to
Kf,'itiinato retailers exclusively; theret'on . Ii, it
Resolved, hy this association, that we herehy most emphatic-
ally protest apiinst said ])ractice and urfre that the ni.tiihers
of this association express their disapproval in a iiirunu r that
will if persisted in tend in time to correct it.
17."). Oppos'ilinn in mnil order hnunca. — A\m\ again,
the National Associatio?i of K( tail (iroccrs' at Spring-
fii Id. Illinois, adopted a resolution condcnming as un-
liir the selling of goods to a catalogue mail order hniise
!'\ a jobber, broker or manufacturer, or ai^vnt who at
the same time sought an ouljel fnr his -roods throii-di the
lit a Me I'. AcCOrdiuLl' to the r<'S'i!ul !(>!>.. !l>e !-;!M!h'f«5 gj-g
t'» give their loyal support to all manufacturers, etc.,
lii
'&}
'»'
rz";-;!
^20()
Ai)\ i:K'risiN(i
1
I
1 I Ifi
' Hi.
\\li() protect the ixutil iiierclKUit.s by rei'niining fn^ni sell-
ing' to such institutions.
In C';ui;i(la, tlie iclnil niei'cliants associations h; c not
yet adopted any such risolniion. 'I'hey have, however,
(hscnssed aetixcly the ])i'ohlein ol" ])i'e\c'nti!ig the mail
order houses i'roni nnderseijinj^' retail stoi'cs. They liaxc
protested that this is unfair to the retailer. ^V recent
ease was that of a lar<i,e nianufacturrr of a avcII known
food product, ^\ho refused to sell to an inijiortant mail
order house heeause tlu' latter cut the |)rice. The mail
order coneei'n then secured a supply from the C'hica<^()
hi'atich of ihe m.anufacturer, hut w as e\ entually also cut
off in this (jiiai'ter. 'i'he maniifaciurer found it expedi-
ent to reeonrii/.c the complaint of tlu' retail associations
and succeeded in foi'cin;^' tlu' mail oi'der house to sell at
the {)uhlished price.
'I'Ik- meniiiers of IIh' Retail Merchants' Association in
Canada are pi I'liiitted Ihrou.u'h their charter to decide in
a hody that they will not ]>urchase jj:oods from any par-
ticular firni which is nnfaii- to them. This charier has
.Mssist(d in prevcnlinn' wholesale grocers from selling t"
cerlain co-operali\c stoi'es ujion whom (he assoeiat inn
does mil look with faxor. Tliiy simjily r( fuse lo Imy
fi'om any wholesaler who sells to such a sloi'e. This ac-
tion would he a xiolation of the ("omhines .\ct without
the express permission gi\iii to the association in r
charter.
\() attempt will he made to descrihe the situation as
it exists over the whole field of distrihution. This sec-
tion of the industri;d \">()rld i-. rapidly undergoing? a
iforgani/.ation. It is our purpose simply to indit'ate the
tt' w alignment of llii main faelois in order to show more
clearl\- the dii-tctlon from which How the forces that
PH()m,i;.M or rm: ui:taili:ii
207
, m
control, or .slit)iil(l control, the policies of national as
.■11 as local advertisers.
\\'e should note, then, that the retail incrcliaiit is
;inta<ronistic to tiie catalogue mail order house. lie is
likewise opjwsed to the nianuraetiirer or wholesaler who
M lis direct to the consuiner. Tiie jnhhcrs, other niiddle-
iiicn, are ti^^litint;- the attempts of the maMiil'actnrers to
!;■( round them and deal directly with the retailer or
ciMisiMner.
The maimraclin-er, in his attempt to free himseli" from
the control of the wholesalers, tried not to antagonize
tli( III more than wa necessary. Therefore, in the early
st;i,i>res of this movement a common policy was ohserved
Iiy nearly all concerns. 'IMic manufacturer stimulated
orders directly from the retailers hy his advertising, hut
these were filled throu<>h the johher. Finally, some
nianufacturers. fcelln<>- fhey were stron«.r enough to deal
(linrtiy with the retailer, I roke all connections Avith the
,iolil)ers. The mamifaeturer sooii found, however, that
lie had simj)ly transferred his dei)endeiice upon one mid-
dleman to another.
The mamifacturci' in his altempi to induce the dealer
to handle his j^oods often made his ad\ erlisii;^' appeal
ilircctly to the consumers win-. Iiy their deniands upon
the local merchant compelled him fo stock up with the
advertised wares. This kind of a<l\('rtisin^- had two
etlVcts. Tt not oidy stimulated a demand, hut it tended
to standardize the price and estahlish a valuahle trade
name.
170. Iiitiiihrs use siih.siifiifinti. — Many dealers at
njicr took advantage of this ;md hejr;ni to ort'er custom-
PFS Suhst itlltcS of OOOrcr ilMMliU- MV-iI 1,.l>.f 'Vol.wllwurT
r-.
,111st ns -rood"' ;it a lower j)riee, hut upon tiie sale of
208
ADVKHTISTVrr
whu'h tiny could make a greater pro"* than upon 11,^
advertised <>()()ds.
This pr.ictice < le retailers threatened to canse seri-
ous iiipiiv to the 'wliole piihheity method, and tliiis
forced ilic .-idvertisers into a new eam])aign of adver-
tisiny' in order to teach the j)nhhe to (hseriminate wlui!
askint;- for _u,'oods. Tliat this suhstitution evil has not
entirely (lisa|)peare(l is evident from the eantions, "he-
ware of imitations," "see that every ho\ hears our sii^-
natin-e," etc.. etc.. that appi'ar on nearly every well-
advertised article; hni it is no lon/^cr considered the
most serions ])i'ohleiii to he nut hy the manufacturer
The most (lillieult (luestioii now hefore the national ad-
vertiser is how to maintain prices.
177. Mfuiiifacfnnr (in<} /ir/rc ciifliufi; hif rctnilcn.
— The dealer hy his actions has a<iain forced the genernl
advertiser into an aggressi\e attitude.
The niannt'aeturei- has approached this (piestion in
three main ways: (I) Hy means of an api)tal to tl .
retailers' feelings of commercial honoi-; ("J) hy forciii<f
the retailers to sign a contract; (;J) hy edueation.il
means.
'I'he principle upon which tlie personal appeal
nuthod is hased is that there ai'e few men who would
athnit that they are wilfully dishonest or that tin :r
spoken word cannot he iclied u|)on. In carrying "nl
tills method the salcsinan is instructed as soo!i as he
closes with a dealer for the iniiial ord( r. to set foi-th Hi*
policy of his house, which insists upon strict jirice main-
tenance, aiid ♦') ask the di •••lev point hlaidc to pledge his
liojior not to cut |)rices. Xo evasive answer is accc])ti<i,
such as "this house has never heen a price cutter." and
the like. Only a "yes" or "no" answer can tie taken.
If "no" is given as an answer the method of attack
pnoBii'M or Tin: in-.TAir.KK
209
luiploycd l)y a sithsmaii would lie soiiiclhiny like this:
"Will, .Mr. DcaKi". I am soiTy you can not see it the
\\;iy \\c do. and iiali/.f tlial if is lo yoni- ad\ aiila^c not
t(i cut i,'i-icis. hut '\\ y(»ii pcrsi.l in your ril'iisal I aui
uiiiii"^' lo ask you not io oi-dcr any o|' our ^oods. In
Mi.it event, we do not want your oi'dei- and you I'eaMy do
ii'il want our _<4()ods. I'or if you he<4an euttin^. all your
eumpelitors would lia\e to do [\\v same thin;^' and there
\\(in!d he no end to it. \'()u an selling- enou<4h ^'oods
;l^ it is. u|)on which you are not meeting selling expenses,
orareeveii losing money."
'I'he testimony ol' a ctriain soa]) concern is tliat for
iiKiny years since this mitliod was first adopted, not one
(kaler has failed to accept the conditions imposed by the
tiriii MJieti the matter has heen presented to him on this
]'i rsonal basis.
178. licquircinculs of nuUiod of personal appcaL —
'I'liis method of personal ap])eal re^cjnires the selling con-
cern to keep a close watch on the retailer and ])v ready
to give instant attention and aid to those other firms
"ho must meet the competition of the price-cutting
M tailcr.
'I'he above-mentioned soap house meets a condition of
this kind by asking the faithful dealer as soon as he
'ii^'ovei's a competitor cutting his price to telegraph the
fiMii at its e\|)ense. A salesman is .sent iuuncdiately to
(If.ii with the case. If the dealer admits that he has cut
prices no eomj)ronnse whatever is made, unless. perhaj)s,
lie is permitted to renew bis personal pledge to main-
tain prices in the future.
^ome firms have great faith in this rnanner of apj)eal-
]nM' l,> (1,,. ,l...il,...' r I _ Ai I' I .. ••»-_■»
. . - .-}-v!:..t ..•. i,,;,,v;i . ^'-ii. i imiiv ii. iiul-
nian in Priiilcrs' Ink says:
C-TV— U
'»'
210
ADVKirriSING
In till- inn Ic^'al ;i;;'C wlu'n lawyers in p;riin Ii.utalions and
saf(s loadrd with jiarchinoiits lioarin<; dniilily-w itiu'sscd si^^jni-
turcs arc so ri-((iui'i't Iv re lird u|)oii to pu-li tlirou^li price |)ri)-
teclioii and otlii r .saji .s policies, it ^ccins as if llie liarkiii;:^ hark
to tiir ('niidaiiiiiital, |)ersoiial and moral appeal is both better
!)UNiii(>> and more aj^reeahle and o])timislic. U is certainly true
that a better feelini; nnist exist hetween a n lail(T and a niami-
faoturer wlio^c relations ai'e jitit on (lie plane of pure loyally
and lioiioi', tli.iii between the nianufactunr who liandcuil'j u :ii-
crs with stet thain.s of h^al doeunieiits.
The second imdliod by \\liicli the alert manufacturer
has been accustomed to eslahhsli stronger control over
his prices is hy means oi' a conlraet. This contract was
generally comhined with some kind of ])enalty })lan of
price ])rotecti()n. The etrectiveness with which the
terms of the contrat't ennld be enforced has depended
largely u])on whether the company has a legal })ateiit
nionoi)oly or no^.
170. Where (I c())!!j)(iii// Juts h'fj;al monopohj. — In the
United States the manufacturers of goods covered hy
letters patent lune always contended that they were
empowered to regulate th'' pi'iee at which their good
may be sold by virtue of the j);dent law which gives tn
the patentee and his legal rej)resentative the exclusive
control of the patented article for a term of seventeen
years. A\'hether this exclusive control, however, ex-
tended to the right of controlling the prices at which the
articles were sold by jobbei-s or dealers has been the
sub |eet of eoiisidf rable ditterence of opinion. 'IMie (jiies-
tion s(>('Tns to li;i\(' been (h cidcd io the ;itbrniati\ c hv
several court decisions. One o|' the most notable is
that which was i-end( n d in the case of John D. I'arks
iV Son C'ompan\' \ s. iiarman. I.)8, i'cderai •Jk n
reads in part as follows:
rUOBLKM OF Tin: RETAILER
211
.\itifl(\s made uiuk r padiits may he tliu sui)jcct of contnicts
liy wliuh their use and price in sub-sales may be controlled bv
the j)atentee, and thai micIi {•oiilraels, if otiierwi.se valid, arc
ml \Mtliin the terms of the Act of ( 'onffrcss .against re>traint
■ f trade or of Interstate Commerce or of the rules of the
(oiiimon law a<:t;iinst monopolies and restraint of trade. This
In well settled, but :
Th(- [)ate;it grants lhi> rMMusivc ri,i;lit to make and to sell.
Ti .■ patentee may n'l-.uit, if he \\\]\, an unrestricted n<;-ht to
make, to sell or use tlie device tiiihodyin;^' hi- invent inn or mav
'^r.ad oidy a restricted ri^ht in (Ither the field of makin<r,
iisin^-, or selling to the extent that he restricts these separa!)le
rights.
'i'he article is not released from the domain of the {)atent,
;i!k1 anyone who violad's the ri'st rict ion imposed i>v the
patentee, with notices, is an infrino-cr.
Similar dwisions have been rendered in otlier eases
:i!mI even more deeisive jndninent in favor of the
iKilenteehas been handed down hy theKn<,disli Courts.
The situation, however, is still unsettled and is suh-
j'l to further adjudieation. Jn the \\'altham vs.
Kirne case a Fedeial (h'striet eourt ruled that the
V>altham Watch Company could not eni'orce a con-
f!;i. t ,r)tered into with them hy Charles Keen(\ in which
tile latter h;"' hound himself to re^yard the price a^ree-
nient.
IHO. (\,w panics iaih(t}it pnloit monopolies. There
^ lio (juestion, iiowever. fiiat thi' manufactunM- of an
unpatented article can not enforce any contract or
ii«:!vcnient hy whieji he seeks to fix the prices at which
I'iM'crs or dealers veil his w.Mrcs. His pi'cscni status
'^ .idmirahly stated in Thomas I'crnlcy's hook on
I'rice Maintenance."
Bnt under cxi.sting conditions n manufacturer of unpatented
""■'- wlio i,s engaged in Interstate Commerci' and desires to
•II
2i:
Ai)\ i:iirisiN(i
lit
i
u
itlL
m
cdutrol tl'c I'rf.iil [•rico of siicli ^ooils must jirorrcfl with cir-
(■uin>[)ccli< ti. I{_v otaliliNlimjj; the rrlatioii of princi[)al and
an'ciit hctwi'cii liiiiiMlf aiul tli()>c \\ ho {Ustriliute liis product,
he can, witlilii proji'i' liiiiital ions, exercise the desirrd contiul
over the .seHini;- price of his o(i(<d>, ("oniun'i'cial lawyers liavu
dlsplavcd iiiiicii in^^ciiiiit V m di umii;^ con--iLi;iinR'iit contracU
wlierehy I lie relation of principal and a^'ent or bailor and
liailee i> pre>ir\e(l without lai'^'ely depart iiii;' from llie ummI
procedure of outright sale. It seems quite within the rariije
of possiliility tliat a feasihle selliiiLi,' system of this sort iiiinlit
he devisi'd. hut if not, the neuiufacturt'r may still have his
counsel consider a system whert'hy, \\itliout any liahility to
ohserve the manufacturer's annoimci'd re-sale j)rices, the mer-
chant who docs so shall be rewarded by a "ift or allowance at
stated periods, which fjift or allowance sliall he withheld from
those who do not (>i)si rve tlic manufacturer's re-sale }>i'icis, (ir
the mamifaetMrer mav adopt the somewhat innocuous plan
of ^ixiiiLi,' an express warranty on each article of his manufao-
tiii'i — the same to bi' conditioned upon the purchase of tln'
article at the authorized price and to l)e noii-elTi ctive if pur-
chased from oflier than a re^^ul.ir dealer at otlur than tlie
authorized price.
Hut what is ri'.illv neeiird is a federal law which \\ ill ;4'ivi"
the luamifaetunr of iinpatentid articles the rii;ht to control
their retail price as lonjt^ as he docs not conHict with o'' r
manufacturers
Siicli .siil)trrrii<j:('s (\vc always opvn to U'oal (|iicstinn
ai)(l ai'i' iinsatisractoi-y iti the cxlrciiR'. 'V\\v dilViciilty
scciiis to ai'isc out of tlu' popuhir |)rriii(li('e ao'ainst price
coiitro!. .\s a iiialtcr of fact, il Ijccoiik'S evident on
reflection that eoiitro! of i-etail |)ri('es is the only means
of assnrinu' stability and fairness to all concerned.
In Canada. Iliere has ne\ ( r het n .1 t( i ease as \o
the leo;i]j(\- of price niaintenanee IfoweVvT, when
J.id^^e I-'aleonhriderc in llllO rendifcd his judirnicnt in
rii()jJLi:.M or the j{i:tailkr
213
;';i\i)r of the Wholesale (Jroeers" (Jiiild, lie expressed
tin- ()])inion thai the iiiaiuit'eturer had the riyht to tix the
price of a j)atente(l artiele. ^V iiuni))er of nianufaeturers
li;i\e fixed their priees to the retailers and apparently
this eomes within the law. Some e\en Hx their prices
to the consniner and have heen suceessfully doing this
for sevei'al years. Canadian nianiifaetui'ers who main-
tain fixed prices to the retail trade usually retjuest the
uliolesale dealer to sign a contract. A form in commcjn
iiM' follows:
Approved by the trade.
Form of
MANUFACTI^REirs Sl.LLIXG CONTRACT
III (luj)lic'atL' lu'twim .loliii Doc ,V Co.. .M.uiufjiotuA rs.
Of the City of And
of till' of
Wll()l>s;ilii-s.
/// ('mi.s'iih'nition of John Doo & Comj)any, placing us on their
JoIjIhts' List for the purcliase of their products, namely....
we a<rroe with the said John
l)w k Company, not to sell or allow any one in our employ to
nil, directly or indirectly, to any one, either wholesaler or rc-
t.uKr, In- u<i,('nts or otherwise, any of the above products of
the said John Doe iS: Com]),uiy, whether now in stock or owned
by us, or to he acquired after the date hereof, wheresoever or
liow'oevcr ohtained, at less than the stipulated prices and terms
11 fiiice from time to time as per j)rice list to he issued l)v the said
•'"In Doe .*(: Com{)any, a copy of the current list of which is at-
' I I ' li hel-rto.
lliis clause aNo means that we sliall not have given casli or
fTidil notes, discounts, rebates, or other henefifs upon sales
^»-mI- or to he made of such products, or shall not have o-Iven or
"iilil at a nductlon or houu.ht at an advimcc ofh.er iruods in c(>!<-
Mtleration of sales of the product- .iforcNaid whidi would in any
«ay \iulate or icduee the selling prices.
214 x\1)V1;RTISING
'I'he price ]i>t now in force, called Xuinhcr One, it is under-
stood and agreed, may, from time tu time durincr the continuii-
tion of this agrccmont he chan/^nd, or otlier prices cstahli.shed
by mailing them or otherwise notifying them to us.
We further agree not to sell or otherwise supply the sali!
products of the said .John Doe X: Company, to any person or
company who has violated their agreement with the said John
Doe k Company, iiftcr having received notice from the said Juliii
Doc & Company that such violation has taken place.
We also agree to advise our salesmen of tlie terms of this con-
tract.
We further agree tliat wlien called upon we shall give un-
conditionally to the said John Doe & Company, a declaration
sworn to by any member of our firm, or ' • any one in our cni-
})loy designated by the manufacturers of tiie aforesaid products,
covering the details of any sale of goods in such terms as mav
be required by tiieni where an actual or supposed violation has
occurred.
Failing to give this declaration -vro agrco to pay to the said
John Doe k Company, the sum of Fifty Dollars ($50.00) as
liquidated damages for failure to comply with the terms of this
agreement.
Wholesaler.
Date
In Co7isi(h ration of the signing of the above selling contract,
we agree with the signer thereof that all sales made by us to
the retail trade will be at the same price and on tlic same terms
as set forth in above contract or in accordance with any suhsc-
(}Ui'nt prici' list.
We agree that we will Invoice goods to the said si'^'iier at lUir
regular prices to the retail tratle and, if satisfied that the iernis
of said agreement have been failhfuhy observed ami nerfoniuHl,
we will give to the said signer per cent commission
or discount as arranged between us.
\\\ fuillur agree that ulieii call.l upon, where reasonable
:^..
i'K()iu,i:.\i OF Tin: ]{r/i'AiLi":R
ns
_;r(iinui> ;ire slirwii to (■\l>t, that our li>t i)rlc(' and trnns liave
liecr. violated, that we will insist, upon uiHclavits to cover the
alleged ofilVnfe heing completed, and that in no instance will we
(lUulue, directly or indirectly, the source of our information
i~ to said alle;4('d violation.
We agree that wIm n called upon we shall ^ ve to the said
wholesale house a declaration sworn to hy any member of our
(inn or hy .any one in our employ covering the details t." any
side in such terms as may be requireil where an actual or sup-
posed violatI(jn has occurred.
Failing to give this declaration we agree to pay to the said
uholesale Iioum' the sum of Fifty Dollars (.$50.00) as li()uiiluted
ilaiiiages for failure to comply with the terms of this agreement.
JOHN DOE & COMPANY, Manufacturers.
Date
{Whulcsdhr — Khidh/ adyise travelers of this contract.)
Frequently iiulividiial nieiiibei-s of \vholesale firms are
asked to sion itulividual eontraets and oeeasioiially tlie
wholesaler's travelers are asked to sign forms of deelara-
tioii. If a manufaeturer suspeets that a traveler of a
wholesale house is selling to retailers under the fixed
iuiee, lie ean demand that the salesman's declaration be
iilled out and s\vorn to. If the traveler refuses, it is
taken as evidence of guilt and the Ayholesale house may
lie cut ofi" from receiving further sujjplies. If there
seems to he sufiieient evidence to justify ati action, the
luamirMcturer may pi'ocecd auaiust the firm at fault un-
der "The Secret Commissions Act" passed hy the Do-
minion (;<)\ernment in 1"M)U to prevent the giving of
secret commissions, rebates and other i)rice cutting in-
(IncciiK.nts. Soccial fomis of drclarations similar to
that (juoted above are signed by firm members and trav-
elers.
216
Ai)M;irrisi.\(;
ISl. Coiilrticl prohihitiii'j; Irddhiii; stamps, etc.—
KidianI Iliidiml of \cu Wn-k City, maker of jh..,-.
fiiinery and toilt I artic-lcs. luis never advertised tlirou<.|i
the o-eneral niediuiiis. As a conseciuenee. lie must r^Iy
upon a strongly worded contract with the dealer in
order to maintain his prices. In those states of the
n
1 »
Ifi
TO
RICHARD HUDNUT
115-117 EAST 29th STREET
NEW YORK CITY
In consideration of the discount of 1 2 ' . ' , deducted from your whole-
sale list prices ^^.^ the undersigned agree that, so long as J^ deal in your
Perfumery and Toilet Articles or other preparations. J^ will not on any
occasion resell to consumers at prices less than the retail schedule printed in
your current Price List, a copy of which is in ^ Possession, nor will J^
give any article of value or trading stamps or make any other concession fo!
the purpose of reducing the retail selling prices aforesaid.
^^ furthermore agree not to supply said feoods to jobbers or other
dealers except at your full schedule of retail selling prices.
furthermore agree to forfeit your semi-annual bonus discount of
We
lOSo as a penalty for breach of the foregoing conditions of sale.
Signature.
Town
Date
State
ORIGINAL to l,e sent to Ricli.rd Mudnut.
liiion, such as Texas for instance, where such a con-
tract uould he void, the sifruino- of jt would liave no
more force than a tendency 1., increase the effect of the
moral ohllo^ation. The exjierience of the firm shows
that ujieiv one (icaler cuts prices another who is on the
alert will rejiort the case to Ihe New York firm. ^Ir.
riiUBLLM Ur Tlii: Ul,i'.\Ii.KH
217
Iliidiiut Iiaiulks siicli cases with lirniiKss and dispatcli.
A Savu!iiKili IX'', I'l- who was riportcd to him as cutting
prircs was iiiiiiir(hatLdy visilnl hy a salesman with in-
structions to hiiy hack all th.c remaining stock on hand,
vdiicli he (lid. The contract, which is shown on page
-i'i aiul is filled out in duplicate to he retained hy the
dealer, is a good e\amj)K' of this form of price control.
lS-2. J(Ii-crtisi)i^- advice for rctdilcy. — The industrial
woild has always showed a disposition to condenm the
activities of the middlemen. IJeing neither tlie con-
suiiier nor maker of the goods which he handles, man-
kind has found it dillk'ult to aeeount for his industrial
iKcessity. ]Men have noticed, however, that it is the
middleman who ([notes the i)rices; hut hecause he is the
mouthpiece which gives expression to the results — that
the economic forces of supply and demand have been
forging into the concrete form of a ])rice— most people
look upon the middleman as the creator of the price.
Tiny assume that this power comes to him simply
through his strategic position in the conunercial world,
a position which enahlcs him to take advantage oi the
nmls and necessities of both consumer and producer.
is:}. Factors in price making;. — \Vhile the middle-
man does hold a point of vantage from which to observe
the movements of industry and commerce, he wonld
lia\c hcen dislodged long ago if he had not contributed
something vital to the progress of economic society. lie
lias assumed some of the burdens and risks of distribu-
tion, but this is not saying that he has not also often
al)iised his positioji. sometimes designedly, but often
ignorant ly. because he did not realize the importance of
tlir forces that were subtly working out the determina-
tioi) of the prices on any given lines of goods.
l! costs more to make good articles than poor ones,
218
/ DVERTLSING
at least there Is a general eorrespondence betMccn
quality and cost. Tlieix' is ni'[v\\ added to the eom-
niercial costs a hea\y exjHuse for ad\ertisiii<i,' a good.
This is /justifieti since Nirtucs of the <i<)()d are made
known, and society profits therehy. This means that a
certain good of standard (jualily cannot he put on the
niai'ket at a price helow the total cost of niaiud'acturiiitr,
marketing, etc. So much from the side of production.
But the consumer is also interested. C J cods of lii'di
(luality are cheapest in the end for him. ]'],ven the
dealer him elf profits most in the long run from handhiig
goods of (luality, for a satisfied customer is the bcsi,
advertisement.
1H4. Adidntd^cs of staJ)lc trade condilions. — Xot
reahzing the importance of these economic factors,
many dealers have adojjted the methods of suhstitution
and price cutting. Hoth of these methorls may prove
immediately protitahle, hut the profits will Ite more than
counterbalanced i>y the future losses due to decreaMil
buying desire on the part of the publii'. which has Inst
coididence in an article suri'ounded by such untrust-
worthy and unstable trade conditions. lA-ssened sales
by the dealei- of tlu' goods <d' Ixtter »|uality often means
the retii'enient from business of the concerns which have
manufactured and advertised the better gi'nde of wares.
'I'o improve this condition ol' affairs, many lariic
niMnufaetni'crs and eointiicrcial budies and associations
are contimi.illy devising nicins for inslrueling the nnHr
backward jiortions n\' flic Itiislness world in the advin-
tages of fixi'd dv fairly stable trade conditions. ( Im'
in'aneli of commerce which is still undev <dop<'d, if !!>>
pn)gress is measured bv the business sf;uid;ird of fi\(d
»!..
.:i I...
Ill 1 1 1 1 1 . 1 1
l>r
.1...1
that the sMiall nlailers can have tlie commercial cxperi
rHuiJLEM OF 'I'HK ri:tailer
219
eiice, opportuiiilics and tiie business kiiowicilge ami fore-
M^ht wliidi long or wide exi)crience makes possible for
the big nuiiiut'aeturer to have. It therefore devolves
w])on the large eoneerns to e(hieate the .smaller, l)ut
far more numerous membois of the retail trade.
IS."). IWU-advcrtifiid ^oods used as leaders. — One
])iaetiee that is eommon among dealers is to use a well-
advertised artiele as a "leader." This means that a
dealer offers to the puhlie an artiele, wliieh the eon-
Mi.uier knows to be a stajjle. at a priee below the standard
set by the manufaeturer and tiie one whieh the buyers
liave grown to aee-'pt as just and reasonable. Some-
times the priee is eut even bek)w the cost of |)roduetion.
Of course, the dealer loses the difference between the
price he ])ays for the article and the lower ])rice at which
lie sells it, but this is charged u]) to liis advertising
Mccount. So far it may look as though the manufac-
turer had no cause for comi)laint. The dealer has })aid
liim jiis price. Hut the loss comes when tiie price-cut-
ting dealer decides not to handle die article longer. All
tin' other handlers of the artiele in that comnuniity
}i;iv(> already dropped it from their stock for obvious
reasons. Then the manufacturer finds the public edu-
cated to a lower ])ricc for his product than he can afford,
'i'lic manufacturer discovers that his trade reputation
f|Ma!((l by e\pensi\e advertising has not onI\- been
ftirated. Iiut scuttled as well. To show the dealer that
'>im1i policies arc detrimental to escryone concerm d. and
tliaf the trade-marked article can b- u.adc a pcrmaiu nt
asset to the retailer as well as to the manufacturer. uian\'
d> \ ires are put forth.
180. M(uiil(i'ni'ni^ jiricr. — The mcthfxls adoj)ted by
iiai. i ; .'icriiT'crs aTe sri nniift tnus Tiiaf >' nxomjO iie iiiiiios-
sible to illustrate them all, but the atteu'j>t to maintain
u
iW^^'
-2^20
ADM:iiTiSL\G
it
])|-icc;; IS one ol" tlir niosl intcrtsiiiio' (lL'Vcl()[)im'nls go-
iiig on in the business world [ j-day.
'riure is one elen)ent eo'iiinon to nearly every method,
liowever. Mannfaetinvrs, and more esj)er'ij)!Iy the
hii-u;e ones, haek ui) their n )rk of priee staiuhirdizutioii
i»y advertising lor the consumer and education I'or Ihe
trade.
A typical story is ])resented in tlu' case of a small
corporal Ion of Xew ^'ork City. It hegan business in
toiht articles in a small way. Its lint' comprised al)oiit
Jdty i)rej)ar'itions, and they were sold by women agents
111 the sniidj towns throughout the country. Soon they
noticed that .nc- article took hold of the public more
strongly than the others, and retailers began to ask .'1k"
manuiacturers to sell it •through tlu^ tradi'." Accord-
ingly, the company decide<l to canvass the drug and
d( partnitnt stores. Kxperitiieed demonstralors were
cmploud tirst io introduce them !o the \ew \'ork Ci'v
trade. As the goods were placed in stores the news-
papers ^\l•re used to advertise 'Ju ni. This method prov-
ing successful, the Itrrilory \^;|s enlarged and a few
other cities were attacked in the same way.
IH7. One idiIikhI of nui. liaiijinu: one prict'. l-'rorn
tfic beginning, a poiiey o|' price protection was follo.vcd
The cniiiM.'uiy being small ;iiid the article not beiii'4
co\(r((l by a pat( nt right, m iilu r the contract nor otii. r
I'lni.al agreement could b- cmpJMXcd. Instead the
company relied upon Mic dcinonstr.itor In c\pl.iin ilh
c'ompanys policy ..f fiiaintiiining one price, whicl; coii-
sisf<d of refusing lb,. g.H.ds !o any dealer win. p( isistcd
in cutfiiig that price. Vi>v t \\ o xcirs fh(ri' w;is litlh
fioiiblc. but with the urowth of the article in populn
faxur llie tenin!;!! j,,!. ,,.. 41. ,. .....■• :J.' =1: ■•.],.:•.: ».. .^::f >!:.
price incre;)sed. 'j'jie enm|.an\ in. I cases of Ibis kind
PROBLK.M or THE RETAILER
001
with finniicss. One sinall (lniH«.ist, iHin*^' discoN civd
with a ,sii>ri aimoiitK-iiio- the artick- at a rut price, was
I xpostuUited with and the pohcy of the firm was e.\-
plaitu'd to him. It was shown that as the demand y;rr\v
for the <4()o(is his nrolits woidd he surer and ureater
liy maintainin<4 the |)i-iee.
This missionaiv method did not meet with sneh a
ready ri. spouse \\ hen the hu\L;e (K'parlnient stores wliieh
make a p.-ai'iiee of cutting- priees adverlisi-d this pro-
prietary artiek- as one ol' their hack rs. Here the lirm
was met with the arf^iunent that it was necessary and
riu'ht from the stores j)oint of view to take oil' a lew
(rnts from the price of such a toilet article. The re|)re-
s( iitative of the firm \'as told in one store that the toilet
fit partment was run simply to cover costs, and if neces-
sary at a small loss, in order tiiat customers mi^ht he
(hawi! into the jewelry department where the profits
wre lai-;^e. There was only one i-ourse to |)ursue in
such a ease, and no "^oods were sold to this department
store.
riie manufacture!' found compensation in the fact
''I'd not all the department stoi-es lollow price-cutting
policies, in fact, some of tlu se asked him if he made a
practice of stjlin^' to lirms which cut ])rices. since they
must deeii?ie to handk- ^oods which wcri' likelv to he
left on their hands unless they followed the same
H.IJind.
IHH, Dnircs aJopfiJ In/ pncc-nillitifi^ csfaJilishinriils.
lint the sirouH-er Ihr t iVort to maintain |)ric(s. fjie
more desi'-ahle heeame this a'lielc in the eyes of the
|irice-ruttin,u estalilisJinK nts. N'anous devices were ?-e-
sortcd to in order to olitain tlu' Ltoods. If was not Ionu\
fli, .<•,,<' i..^e,,,.^ ii . !• ■ !• ! ••
lari-e departnutil store to which he iiad refused to .-
-'n
II a
sell
22'-2
ADVEUTISIXG
Mjis olferiii^r his oO-cent ])roi)rielary article at 80 cents.
lie investigated and found lliat the store had obtained
tlie ;4oods })y l)ayin;4' tlu' I'nll retail i)riee at another
retail store. When this dealer was taUen to task far
selhn<; the n<),,ds. he j)r<»lested that the sale liad been
n-ade in t-ood faith to a stylishly dressed woman wjio
claimed that she wished a ^loss of these articles, as she
was ahont to sail for Asia where it v.onld he impossible
for her to bny them. The dealer was warned l)y the
mannfaetnrer and the resnlt shows liow strong- a senti-
ment is ^rowino- in trade circles in support of the jxilicv
of price maintenance, for the offense was not a<,fain
repeated.
When the pro|)rietary manid'actnrer ; "tended his
territory to ini'Inde other cities than New York, he
found it necessary in some cases to turn his demon-
strators into actual salesmen in onkr to maintain his
l)rice. In these cases be simply turned the retail ])rotits
over to the dealer. 'IM)is lie found to be ;[retienilly a
successful method in educating' the price cutter up to
the standard of a Uwd price. Naturally the manufac-
turer could control his own sales at the re«^ular prices
oidy so h)\]if as the demonsf rator remained in the store,
but the time was -venerally lonu- enough to make the
lesson effective.
ISi), FoJhncins: up consumer's JisI furuishcd hii
(Jialtr.~H was the ease in the above illustration that
the III uuifacturt r had cre.fttd a considerabk' consumers
dema?id for his article. He used this as a lev( r in
forein,^' the (haler to maintain a standard price. It is
fr((|uently necessary to yain the cor.peration of t!ie
dealer at the same ti-ne that the demand of the con-
■ ;^ • =• •■■■ ■■■■ -■ !'C .irsi step tuWai.i sc ciiri;;^;
the dealer's interest is to show jiim th d there is a si)ecifie
rROIJLIlAl OF TilK RETAILER
(Icmaiul for the nianufaetiirer's goods. The method
adopted liy a hardware manuraeturing firm illustrates
Din; way tliat this may he done. A dozen weekly and
iiidiithly puhlieations were seleeted, in whieh were
lii.iced I'nll and halt'-page eopies oH'ering a eatalogue.
jiy this means, a list ol' prospeetive eustomers was oh-
laitied. Jvieh in(|uiry was promi)tly answered and the
iiHjiiirer inslruet((l to huy of his Jiome dealer. IJut in
case his home dealer did not earry the goods he was to
iinkr direetly from the manufaelnrer. Furthermore,
the dealer was notified at onee of the demand, and the
name and address of the incjuirer was given him. At
the same time the Anns poliey as to j)riees, the eharaeter
of the goods, the eonditions of sale and the dealer's
profit were exi)lained to liim.
This method l)rought in orders from over 10 per cent
<»r the dealers, while (I per cent more wrote letters.
Those who did not answer were sent a second letter at
the end of ten days. A complete window display was
'itlVred them hy express, prepaid. This disj)lay in-
i hided advertising matter wliieh was free, and a com-
plete set of the goods was to he delivered to tliom at
wholesale jiriees through the johher. ^'ithin a month
III ;iily 20 per cent of the letters sent out hrought orders.
Having secured the dealer's attention, liis interest was
t'mllier strengthened hy offering other aids, such as
'1' v\ spaper advertisements, hooklets, samples, etc, I .ater
n a monthly house organ was pu))lished which in a
nuasurc took the place of the letters This puhheation
foiitained illustrations of the goods, selling plans, dia-
irnuns and pietures of the window displavs; and the
various selling points of the goods wei'i- ( niphasi/.'d.
\ ('(,,. »i,;
'M I It 1 1 , (t
iaiii|)le copy of the house organ always accompanied
l^ii
li'.-<
AJ)\i:UTlSI.\G
ii
the first letter to him. This showed him how the iiumii-
faetiirer was ereatiii^- a broad and steady deiiiand
tliroii^ji methods ol' national adxei'tisin^. In tiiis vav
the retailer <;aiiis eonddenee in the mannt'aetni-er aii,i
makes a response in the form of an order to the eoii-
snmer's (kniand more reachlv.
I'M). Free sdiiipU.s. -There arc many me'hods uv-
pendin-j;' largely npon the eharaeter of the ^oods, IIk.
si/e of the hrm, I'te.. hy whieh the consnmer's demaiid
is eri'ated. The hardware eoneern mentioned ali(i\f
eonid not em))Ioy samples for eonsumer's (listril)uti(iii,
bnt, on the other hand. s(«i]) makers find this nieth(i(i a
very ])rofital)le one. Advertisin<r hy free samples is
snl)jcet to mueh loss on the part of the advertiser.
Tnless the distribution is elosely watehed. a lar^e pio-
j)ortion of the samples will fall into the hands of eoii-
sumers with low pui'chasip.o' power, or they may i)e
eontiseated (uitrinlit by the (listril)utin<,^ a<i'eney. To
a\()id this as mueh as jjossible manufaeturers are con-
tinually devisinu' some eluck by means of whieli the
distribute!- may lie held to aeeount.
Two instances will indicate how siieh devices arc
employed.
The producers of a shredded codfish, discovering tli.it
theii' ad\-ertisin,y' in one city ^\as not producing proper
returns. adoj)ted a method of sampling' tbroiinh a house
to house canvass in order to be sure that the samplrs
fell into the hands of likely prosj)ects. The !!).'{ ornceis
of the city wvir canvassed, and ;i:{ of them aunrd
to sup|)ly the nanu s and addresses of cnsloircrs. \( \t
the (|uaIilications of men and ^\()men as successful di^-
tldbuteivs were (blei'iUMied. It was I'oiuid lliat wciikii
1 1 1 1 1 M 1 1 c^ >> I )i i\ 1 HI 1 1 I 1 1 la 1 1
IIK [|
.">;ini-
])les were then pr( pared and put into jiackaLVes 1;
il'ii-c
rilUULKM OF TJIK in/lAILEU
223
enough to meet the re(iuirenients of a family of five
pcrtioiKS, and the distributers uere instructed to pass
tliein out on that basis, and wherever possible to obtain
a personal interview with the women of each household.
1!)1. Coupon method. — This distribution of samj)les
hy manufacturers through rei)resentativcs who have
liccn selected witii some care is perhaps the surest way
nl' obtaining effective distribution, but it is costly: when
a very extensive distribution is re(|uired to b< made in a
slinrt time, some other means must be employed. One
linn which found it necessary to make its distribution of
samples through the dealers used the cou|)on method.
The plan followed involved an advertisement in the
\\(ekly papers which offered a free !)ottle of ginger ale
upon presentation to the local ilealer of a coupon to be
clipped from the advertisement. The dealer, i?i return
\'':r his trouble, was jjaid the full ictail price for the
uiiiger ale by sending to the comj)aiiy the coujxuis which
Ik iiad collected, but which were also to be accom]>;uiic(l
!•>• the caps from the bottles. The last re(iuirement was
imposed upon the dealer to avoid a promiscuous distri-
Itiition.
Another comi)any which deals in summer drinks
added two iiew re(|uiremciils before the coupon, which
\^ 1^ presented by the customer, could be hoiiored bv the
il-aler. The first of these retjuired that tlu' coupon be
pn seiitcd by a person accompanied by a frietid to whom
fuo free drinks were gi\en; the second n Mrcd that the
iKarer be an adidt. In explaining (he reasons for these
rt'iuircmcnts. Ihc manager said that soeiabilifv height-
en' d the pleasnre and deepened the impression nf the
||' !ik upon the mind. The si cond i-e(|nli-eniint \\as to
^ ii'ii agamst iiie i-onpoiis ruing monoj)oli/e(i hv iiews-
lioys.
< — IV— 1.5
226
ADVEUTISIXG
H
»
The coupons Mere redeeiiieii l>y the eompaiiy at four
cents each. This ,u,ave tlie dealer a i)rotit of al)ont three
cents. In a(Khtion, the c()nii)anv indireetlv called the
dealer's attention to the free advertising that his g'eneral
hne of goods reeeixed by having people call at his
store with the conjjons.
i;)2. L\sc of dealer's name In advcrllscmcnt. — The
methods so far have depended upon creating the initial
demand through the consumer. Some manufaeluix rs
may wish to enlist the cociperalion of the dealer by some
other niean.> than that of iniiuiries foi- goods. The
i\ntieor Manufacturing Company of New York, which
makes a safety cm-n shaver, (le\(lo])L{l a scheme which
was very successful in this rcs])cct. The company
wished to introduce its goods into IJaltimore. It al-
ready had a few dealers there, but before it began an
extensive newspaper campaign it had added twenty-
nine additional dealers to its list. This was done in a
half day's work by two men. one, a representative of
the firm, and the other, an agent of the lidJlimon'
Amcncdii, a |)aper which was chosen to carry the first
advertisements.
The plan was exceedingly sim])le, but it succeeded
because it enlisted the interest of the dealer at once.
He was re(|uired to j)urchase merchandise worth twelve
dollars at retail to insure his good faith, and for this
he was lislrd as an Anticor dealer and his name and
address ))rintcd in a space ])rovi(lcd in the advertisement.
A copy of the proof of the ad\ ertisemcnt containinii
the blank space for the dcaKi's' names was presented ti)
ihem !)y the newspaper repr<seiitali\('. Ad\ crlisinu-
Mas carried on for thii'fy days, running l',\ice a week, am!
....:,„i (V
I i.._ I i:,.
iVV< ltll*.1 l»» liMll
this lime, although stnall advertisement
niLLK. ->.
s were use<
I t!
PKUIJLEM OF nil; Ki;rAILi;il
227
Hsts of afTonts were (li.seontiTuicd. As a result of this
three iiioiiths' eanipaion three hundred dealers had been
mdueed to handle the iVntieor C'onii)any\s goods.
The next eity ajjproaehed in tiie same way was Wash-
ii^ton. Here within two Meeks the eonipany suc-
rnied in adding ,„,e hundred and twenty-tive dealers
tu their list.
VXi. AdvdiitaiXi'.s of lliis mclhod.-Awidhvy eojujiany
"Mch has used the same method with sueeess, is the firiii
"liiVIi makes the thermos I)ottle. The great advantage
"f tliis method for the advertiser with limited eapitalls
tlKit he can get quiek returns and can thus re-employ
liis appropriation for further advertisijig. He can put
his money— say .$1,000— into advertising in City No. 1
111 January. His money should he returned to him
troiii the dealers ^\hn have ordered goods within the
iKxt sixty days. He is now in a jiosition to attack
( ify Xo. 2. \Vith fair success, therefore, he should he
ihh- to exi)loit at least four cities within tlic year. Of
"'iiise. if the advertiser has a larger ajjpropriation he
'■ill approach several cities simultaneously.
The dealer also j)rotits l)y the advaiitagcs of this
■iKtIiod. As a rule he is not recjuired to order more
than ten dollars' worth of goods in order to have his
"lie listed. According to the general practice such
|i;ah rs would he given thirty days' credit. AVithin this
I"!' the general advertising scheme should have aided
'ill in disposing of this amount of goods, so that he.
Iil^c the mamifacturer, has his money returned and he
"il! have received a month's advertising free.
VH. (riiaranlrr a.s a sales proiHolcr.- 'llw use of a
-'lar.inire in connection with i)n)ducts which have not
h
i^rttofore heen considered capahle of heing guaranteed
"s increased the sale of products in
*CJ
many recent cases.
ft
1
^^B'-k,
« '
■^ J
^^Kit
fl
^Hl^
z
^Hr<
1
' Si'
J'
i-
•i
^^^B>^ '
1
^^^Bratiz,.
m
^H
ii.
1
11
1
\i-
m
i
i
li
'V
2i2S
ADVEUTISINCi
To guarantee stock in (^s against premature weariufr out,
or to /guarantee absolute freshness ' ;' oysters on deliv-
ery, would lia\ e ai)])eaie(l at one time as si)eeulative as
guaranteeing' the weather. The sueeess of the Ilolc-
I^roof Hosiery ]K'0|)le and the l^)otli Fisheries Coni-
i)any show how times ha\e ehan,u;e(l. The latter, '.)!•
instanee, durin<r the j'all season ol" ll)i)l) inereascd (lie
eonsumption ol' their <^()0(ls HO |)ei-eent hy layinj^- stroi!^^
emphasis on the (guarantee |)lan of their advertisintr.
To he sure, a time limit was set on the disj)(»sal of
goods; any shipment of oysters not sold within a set
time was to he returned to the company hy the dealer.
19.>. Difficulties in dixtriJjutiou of ndvcrtisin^ matter
to retailers. — Many dealers take the ijosilion tliat they
are doing the manufacturer a favor when they make a
small trial purcliasc of trade-marked goods and receive
free an advertising display equal in cost to the pur-
chase price of the goods. As a eonse(|uence, much of the
printed matter, window cards, posters, price tickets,
window disi)lays, electros, etc., ])rej)ared hy the manu-
facturer at great expense, is destroyed by the dealer or
})erha])s never taken from the ex])ress otfice because
transportation charges have not been ])repaid.
One manufacturer relates how a dealer refused to pny
forty cents freight charges ui)on a free window displ.iy
costing fifteen dollars. Then there is the case of a
mamifacturer who had his electrotypes returned to him
because the dealer retiised to ])ay fifteen cents exjjrcss
charges. These were sent free to l)e used by the re-
tailer in his local newspaper and circular advertising
W()rl<. Another tells of a merchant who was discovered
doing u|) bundles of mtrehandi-e in beautiful four- |
sheet posters, lithographed in five colors, besides these
"evidences of thrift" on the dealer's part, there an
PROBLEM OF THE RETAILER
529
\\( 11-kiiown practices anionf? dealers of usin<>' the adver-
li^il!;4■ matter or material ol' one iirm to advertise aii-
ulhir firms ^oods. One maiiiiraetiirer who I'lii-nished
all expensive indoor electric window si^^ii to the dealer
l'ii(|uently found that his advertisement had heen re-
iii()\ed and announcements ol' another nature ])ut in its
place. Perhaps the most familiar example of suhstitu-
tioii of this kind is sein in the use hy the retailer of
the electros sent hy one manufacturer to represent the
^tiods of another. Shoe manufacturers have suffered
i'.nticeahly in this respect.
Other evidences of the dealei''s hick of ai)preciation of
the importance of the advertisin<Ji" ])rohleui is seen in his
careless use of the matter sent him, hoth in ])reserving
its nsci'ulness as an article for disj)lay and in t^iving it
eH'cetixe notice or (hstrihution. ]Many manufacturers
sdid out (hsplays so expensive that it is necessary to
lia\e se\eral dealers use the same dis})hiy at ditferent
turns. One firm even sent out a sci'ies of half a dozen
tkctios with the dis])lay which could he run in the local
IK \\s|)apers for advertising — not the goods, hut the dis-
jday itself. A schedule had heen ])repare(l heforehand
show ing the dealers how each was to use the display and
the electros, a? well as the ])r()per time. This i)lan made
it necessary that each dealer, wlicn through with them,
sliiiiiJd shij) th' material to the next. It was soon dis-
coveiTd that the dealers were general! so careless in
l);icking I'or shipiuent that this jtart of the campaign had
til lie discontinued.
Another complaint lodged ag:)in>,t the retailer is the
poor judgment used in the dis])osal of costly advertis-
ing matter sent to him free. Salesmen fi'ccjuentlv re-
I'itI a large sujjply of advertising mattir on hand, when
pi I haps the dealer has just mailed a reijuest for more.
I>^'
2:Ui
ad\j:utisi\g
Cases of this kind are more than matched, however, by
thnse dealers who waste thousands of folders and'cir-
eiihirs every month hy sendinn- them down the waste
paper chute, or giving them away promiscuously.
CIIA1»TEU X
PRF.VFA'TIOX OF ADVKHTISIXG WASTE
IDC. Vdriotis mctJiods of cUminnllou. — Tlie inaim-
ractiircr and the j()l)l)er who advertise widely not only
In^k upon the retailer's praetiees as unlnisiiiess-hke, hut
tluy also look upon tlie retailer as a person without a
(oiiseienee. The advertisers have attenii)te(l to elimi-
nate the waste due to these causes hy various methods.
riieir attempts, however, have shown them that the
taiilts did not lie altogether on the side of the retailer;
IK idler was the latter a hopeless fool nor an unregene-
raU' rogue.
'i'iie manufacturer's investigation of methods hy
uliieh the retailer's eo<)i)eration may he more ett'ectively
piomoted has disclosed; first, that there is a growing
understanding hy the retailer of his own economic i)osi-
tioii; and that there are large nnmhe.s of the retail
Iniders mIio are rapahle of seeing the Ihie which divides
tli; ir interests from those of the manufacturer-adv< v-
tiM-r; and mIio, furthermore, are Avell eijuipped with
tacts and fully capahle of presenting their side of the
case witii logical force. These are the large retailers,
Mirii as the hig department stores. Tlie smaller stores-
arc also learning tliat advertisijig furnished free hy the
I>ig advertiser is not a philanthropic act on his j)irt
(itsirous of ])romoting the sales of the retailer, hut that
l'< vond such increase of sales lies the desire of tlie manu-
lartiircr to iiifi!uin(ili'/f> tlip l1lnI•l,•<■^ •jud lucin'/. 4lw> i...h^
Ills product to the exclusion of all other:
as we
11.
231
.'j;5.'2
ADVKH'IISINCJ
II !s not strai)n-e. tlicii. lliat tlie iiianufjicturLT, in
liis aitcmpl to "educate tlic dtaicr."' should im'ct with
li;ill'-li(ai'tc<l i(sj)()iisc Iroiii tlioM' who Kiiow hltle of
the [)n)hh'/ii of ilistcihiitioii, hut u!io \\it!i I he ti-adir's
iiisliiict h(i-()!iic caiitioiis in [he presence of an oiler
of soiiiethin,!;' for notliin!^'. He' meets also witl, open
opposition Oh ;l\- |)art of tho^e dealers wlio, like the
.johhers and w liolesahrs, reali/e the ineaninn' of a well-
estahlislktl t raile-niai'k and iiie power of ad\ crt isiiiir
when attached to a ^ood hv the tnaiinfactn.er him-
self.
The retail (list rihution of u'oods is one of the most
(liirieult prohleiiis wliicji ihe nianul'aet inxr has to meet
I lowt vcr. until he c-an include in the ornani/atioii of his
husiiiess enteri)ris.' the control of his product until it
ineet> the corisuincr, either h\ selling- direct or thr unji
aLi'encies undi.'r his '(ntrol. he must de\ ise meat , of
intlnericinu' (h,. independint dealer to coiipcrate witii
liitn.
I!»7. Fund (I men Id] po'nils in (/aininf/ (/ood-xcUl af
(/iiiltr. 'I'he first esst^ntial which ou^ht to hclonn- to
every method of etd'stitiH' the dealer's aid is a hoiia
tide atl(i.,p! to incre ise the dealer's profits. This will
uain his loyalty. \ second fundamental is the eaiv-
l"l "^liidy of I ach d(il( I's situation in adxanee. and a
prrst nialion of IIk plan to he adopted io the dealer for
his ciiiieisni. l'',\ery |)oint of contact should he h'oik'
"vcr and lli( pail that <aeli shall lake setlhd upon.
This will Main the n l-wdl of the dealei-. An iiie
|'i>rtant third eonsider;it ion an avium which e\(!'\
hranch of husim ss knows and. some time ov otlwr, at-
ti ni|tls 111 pro\r is |tie employment of a method wliicli
wiii v,i^^■ ihe retaih f ,t eomp«l ii\l; adxanla.u'c. So Ioiil;
as this nittlioil is unknown oi- unpracticed hy tin
."ti*
I'H1.\ I.N'I'ION OF ADM.lM'lSINd WAS'l'i: f>;jii
iii;iiiiir:ictuivr"s coiiru'liloi's tlu- (.•iitlmsiasni of the dcal-
I I s is assured.
I'.»H. (iiiiiHf I he (Icalcr ccin pcliiKj (idvdiihujf. I'ci'-
l':i|is this third (.ssnitial should hv I'lirthci- (.xphiiiicd.
A iitaikr will lia\c ati ad\aiita,nx' ()\n' his coinjX-'litnr
if \\v can hiiy inoiv chfaijly or fan sill at a <4rcatt'r
|iiii(it. 'I'his is tin axiom, and it is accouipaiutd l)y the
liillowiii^' coi-ollary. 'riic iiiamiract iirtrs lia\(.' at-
' iiiptcd to !4i\c [\\c retailers this ad\ aiita_!^v l)y inaiti-
tiiiiiiiiii' a puhlished list of prices, hut allowing' them
ditaiii disi'oimts oi- i-ehates of which the trade in ^^i-iieral
knew iiothiiii';. One method which woi'ked to the ad-
v.ihlau'e of certain retailers foi" a while was tiie ^iv ini;'
(if a dist'ount to those deali'rs who oi'dercd then" n'oods
ahead of the season. It was not neeessai'y to ha\c them
^hipped until the sease o|)ened. ()f course, there is
MM com|)etiti\<> adxanta^t- in this method to-<hiv. It
(caiiie so ycneral a practiei' tiial it has iteen uiii\ crsallx'
incorporated into all purchasing-; aiid the prolilem of
li.itini^'"' to-da\ is how to i^it rid of a custom that has
Mil I'ecumarv a(l\anta<4'e i'or anyone.
Another iriethod which is jiracticcd. hut which threat-
I IN ,ds() to hecomc attached harnacli'-wisc to liusiness
|ii icliee heeaiise there is no achanlan'e in its use so soon
:i il is used li\ e\cry one. is the allow llin' ol' the "free
'I'll li\ the manufactiu-ers. Hv this method the
li ill !• is allowed a eeitain per cent of his orders free,
i iiiis, a uroccr ord( ri i' hn eases of |'",!4l;-( )-See '.vould
!«' ,uivcn one ease U-i ,-. Mner the |)racl ice i>f this coMipjui s
is to njlow the urocer 10 pt r et nt ^f his ;d)siihii( iirders.
l)(casionaIly the eonipanv \ail(s its {viv deal UKlliod
"iv ; Kcrlisinu- in ihe hewspapei-s with coupons, which
'I -x he tilled iiiit hy the consumei- and ni\tn t(. the
u' iccr in e\ih;uiuc foi- a f n » package. The coupon
111
2:U
Al)\ r.HTISING
n':i
'1 \
i!M
;|.i
N
is passed on to the inanuraetiirers who replace free
of cliai'^c the i^oods so ^iveii awiv. In eaiTviiio' out
its IVce (leal policy, about ti.'tOAHA) mailing' c-ai'ds a yiar
are sent to retailers iirnini^' them to order under this
'eodperalixc sliarin;^' plan.""
109. Aryinnciits for "fnc did!" ini'lliod.- 'Vlw niaii-
n<j;vy of the Tiiited Cereal Mills Company ar^'iies for
his method in the following' lan^uaye. The i'et;iilii-
should first eotisider his own j)i-o(its. The sueetsslii!
meiehant is the one who iiuys ri^hl. The limited sell-
inn' |)rief tl'.eory simply reduces the dealer to an au-
tomaton. WIkii one huys in laroc (|u;intities he should
hi >y\\vn a hctter price than he who ])urchases in small
lots. This is the law of trade which the successful
mamifaclurer follows. The laru'c. his outjjut. the
.greater his purchasinn' power. lie never does his buy-
ing on the limited sillino' plan policy. When he huys
his cartoons, his ha<4s, his advertisino- space, and ain-
tliiuu' that entirs into the mamd'acture and sales of liis
|)ro(iuets. he always insists that the (pi j itv shall enii-
trol the i)ricc.
This aruunKiil appears to have stretched the tcnii,
free (hal. to ciidtrace "(piantity huyiny'."" and so loiii:
as the firm publishes its 10 \hv cent allowance as its
regular jiolicy tin ri' is no 'free de.d." If is only a
I'ound-ahoiit way of sfatins^' the ptice. If this amouiiK
to a loweriuL;- of the price by the manufact lu'er. IIm
other concerns must nie( t It by a like reduction .tr its
ei|ui\al( !it. Th( re is no moi'e free deal in this kind et
a fra;isactk)n than there is in the case i^i' a railwav cr.iii-
pany making lower rat( s u|)on car load lots. The real
\'v({- deal exists in all its \ inoc when its use is iu>\
|Miniiei\ aiiiioimced tuii is ni\iii as iioiius, iia\ iu^ ail
the effect of a secret reliate.
rREVl.NTION OF AD\ I.UTISING WASTi: 23 J
In the long run this metliod may be a questionable
l>nlicy because of the way it allows its discoinits. The
ailnwaiice is not in cash but in Kji^g-O-See. besides
c-.lablishi!ig tiie same coinhtioiis that the railroads have
created through their rate discriuiination, i.e., a eoni-
iHlitive advantage i'or the large shippers, the breakfast
l(M)d company, by the character of its ' bonus, " tempts
the merchant to overstock. The eM'ect of this on the
trade is shown in the next illustration, which rejects the
live deal in all its forms. It may be of i?iterest in this
cnimection to note that Egg-O-See is no longer on the
market.
•_'()(). "Protected price" method.— In contrast to the
Kiig-()-See Company's [)olicy is the one pursued by the
l\< Uogg Toasted Corn Flake Company. 'J'hey sell at
t \aetly tlic satiie price cverywiiere. It makes no difl'er-
(iice wlicther the (piantity be large or small or wjicther
the location of the dealer be near to or at a great distance
tiniii the factory. In suj)j)ort of this policy, the com-
I);iMy claims that, wjiereas the purchasing power of the
ili.iler is limited, better profits arc assiurd him because
lli^ selling power is strengthened through the elimination
i>r competition due to price cutting. It also puts the
small dealer on the same l)asis as the large one. So far
is (he company is concerned, it enables the/n to main-
t III! the (|uality of th<ir product in the hands of the
<!' tiers. The latter, not being cncoiu-agcd by the offer
"I .1 free de.al. do not overstock and thus permit a large
'inaiility of goods to deteriorate on their hands whit-h
later must l>c disposed of at cut prices.
Of the policies cxemplilied in the practice of the two
I'lvakfast food concerns, the retail trade apparently
lif.utr. ;;r;" j;r>>im«'>i piK'C JiKtiirMi. i il i rittiii aliiiiii'ii
riKcting the National Association of l^elail (irocrs
2SG
ADVERTISIN(J
j)as.sc(l the f()llowin<>- resolution: "Itesolved, that wc
oi)I)osc Tree deals ol' all kinds and hclicvc tliev over-
load the ^roeers and encoiira-^e priee eutlin-;/'
201. Scluiius for iinit'Di^j; local or Inidc .sclliui^ cmcr-
i>;cnclcH. — The methods so I'ar disenssed have dealt with
thf !)n)ad i)rineii)les whieh any firm must ehoose het'ore
«n[erin<^' upon a General sellin,i>- eampai<>n in which ad-
vertising' must l)e an important I'aetor. A poliey wjiicli
enc(. urates price enttin^' hy the retailer is ineonnrnoiis
with an advcrtisin<^- jjolicy which has as its chier n<,al
the hrandinn- of* a trade mark uj)oii the j hlic min(h
'lO'l. Out of season a<Ivirtisi)ifi.— i){' h.te years there
has heen a marked tendency to advertise ooods out of
season. Hroadway stores, for instance, in order to
catch the south-^oinn- travelers, have eonsjjicuous win-
dow displays of straw hats and other summer goods in
.January and l-V hi-uarv.
Another reason for out of season advertisin<>- js not
to create a new husiiu s. hut to hold the attention of
the puhiic until the season opens. This is illustratnl
by the street car cards used hy the Po-osknit (Garments
('om))any in the winter, which have an api)ropriate i)ic-
t'.ire accompanied hy the |)jirase,
I'lltil next -lllllllHT hen- w.'Il -it,
T(t niiiiiid you all of I'uKi-lvnii.
/\not]i(r Hrni ujilch Ims m;idc a su( cess is the con-
cern uhich Mianulactur(s the Schnndt-knit suralds.
'I'hc \';\\\ and winter months arc naturally he proper
seasons lor these ooods. |,nt a sunimei' deii.and vas
created hv ad\.rtisino lli,.,,; j,, U,,. sjM'ino. TIr- l,|,;i
which this advertisiiio exploited was the nccessilv ol' a
.sweaier roi- sunmier iioatini; and o()|fino-.
•-'<>;{. (irltiiii!; (listrihittion of cr/x nshr s/nciallii'S.—
rUKMATlON Ol' ADVKRTISINC; \VA>ri:
^;3-
M:iiiy firms are nut with the })roblein of marketing an
t\ pensive artiele in eonneeticm with their staple j)r()<l-
ncts. An ilhistration is seleeted from the perfume
;iii(l toilet business heeanse the ehara"ter of tlie ^^'oods
liaiidled must meet the demands which eome fi'om the
npposite ends ol' the soeial scale. The ordinary methods
nl' fixing premiums and the like in advertisinu' low-
priced toilcl-waicrs could hardly he used in creating
.1 demand for high-i)riccd perfumes that sell at five
(Idliars ])er two-ounce hotlle.
IJichard Iludnut of \e\v York through elegant and
(\j)ensive booklets makes his appeal to the class of so-
il ty which den! uids (juality irresi)ective of the |)rice.
lii-> DuJiarry perfume was made popular among this
class through a booklet pre))ared by Mr. Iludmit him-
^1 It'. Not oidy was no expense spared in getting the
111 •,( (juality of workmanship and artistic skill, but Mr,
Iludnut sj)ent considerable time in Paris prcpai'ing the
iM.iti i'ial for the booklet. 'I'his involved an authentic
arcoimt of the life of Madame I)u Harry, and her de-
]>' ndetice for her pei'sonal success in intluencing mon-
archs and courts upon the use of certain distinctive
I'likt j)reparations. Of course, the author emphasi/es
tile fact that the Iludnut preparations arc made after
IIh' methods employed by l)u Harrys own j)erfumers.
riie lists of customers to whom these booklets and
I' Hers containing btautif d cards satnrate<l with pcr-
tiitiie are sent, arc obtained from joc.il di-uggists and
"Mil r dealers. Hut I hi- list is gcru'rally checked up by
!' Terence to thi local .and tra<le directories so as to pick
only the names of customers nf a c( rtain linancial 'at-
iiig li\ ing in towns of ()\(i- li\( hundred iiiliabitanls.
I'here is, pc rliaps. no i)usiiiess m winch tiie s;implc
iiiithod ot' a<iv( rtising can be more ell'ectively used than
!?■
I fill
fii.
ll
2iJ8
Ai)\Firi'isiN(;
ill tlie perfume husiiuss. hut the method must he
{uhiptcd to the trade. Expensive perl'umes eantiot ho
^nven away in hir<>e (luaiitities, nor can cheap means of
distrihiition he used. The (k-or<,re Eorofchlt Company
in advertisin<r their expensive La l{ose Pompon, and
Dralle's llhision perfumes furnish an ilhistration of
tliis point. Jn the case of La liose Pompon a minute
sample hottle was offered wlien ten cents in stamps
was sent in. JJut only one sample was sent to one
address. In the case of Dralle's Illusion, anollu r
scheme was employed, since this perfume sells at -$1.-J.')
])er one drachm hottle. Accordinoly, aluminum hearts
were made with a round hole on one side and the in-
terior was tilled witii red ahsorhent. ]?eing noii-
aleohohc, the i)erfume is very histin^-, and it was found
that one drop would ^rjve out a str()n<r franrance for
at least a month.
An incident connected with this method shows how
(hrect advertisino- may often he aided from indirect and
nnlooketi-for sources. The demand for these hearts
.urew to such an extent that it called for an investiga-
tion on the j)art of the company. The fact was re-
vealed that women ordered scores of these trinkets, j)ay-
ment for them heino- ofi'ered; the purchasers desirin^r to
distrihute them as souvenirs at social ^alhcrin^rs.
20 1. If'inninc/ flic con/nrdiion o' I he (lisj)cnsfrs.
The princi|)le stated on a j)r( vlous |)itre tliat unless
the dealer has a financial interest in the article adver-
tised he does not pay nuich attention to the advert isin<r
matter is one that should never he lost si^ht of iti anv
attempt to interest Jiim. Th(> advertiser should also
remcmher that advertising- matter unsolicited hy the
<iealcr is niucii like unsolicited advice-- it is not wantid
— and no attention is paid to it.
ri{i:\ KNTioN OF Ai)\ Kin'isi\(i wAsri: !:>;}9
Ayaiii, if the miuiiifactiirer wants to interest the
(Ir.iiei-, he should not send him booklets printed on the
|i(iiii(.st material, show cards that advertise nothing- more
tliiii the [)i-inter's mistakes, counter wrai)i)ers that will
nut wraj), circulars tilled with indecent testimoni.-ds, and
dtlicr advertising' '"aids" which the advertiser thinks are
rma|) because they cost little. The dealer /generally
(Ntiiiiates these at just about what they cost and will
mMoiii use them. I'pon this point, ti.e adxertisinir
iii.iiia;;er of a lai'^e dciJartinent >lore in IJutfalo, New
\'>vk, sa\s:
I I aiiiiot hut speak fcolinfjly of tliis waste txratiso liardiv a
ii\ [)a^s(■.s hut It is hrou^-lit foreililv to my attention. Yi s-
tiidav we stai-ted some KJO.OOO pieees down the waste paper
I nil, truck cheert'ullv contrlljuti d hy (a>v manufacturers wlio
!■ I thrir duty ( iided when they sliipped a package of carelt^>lv
jiii pared, clieap circulars, turned out hv a sloverdv printer. A
tv.ii (•( nt stamj) would have l)roufrht the manufacturer sending
(■ important information, and tiie circulars could have ^one
liHun their paper cliutc instead uf ours, saving them tiie cost
I'l I \prl^s■>al!'>'.
•_'(»."). luvfsfif/alion of coiKlilioiis of coi'ipcrai ni
narssdr//. — That the advertiser should investioatc the
oitiditions under which the dealer is prepared to co-
"peiate witli him is further evidenced by the testimonv
• '1' the Oakland ("hemical Company, the manufacture rs
"f Dioxyo'cn. This conc( rn soids out only the highest
i;i.ide of advertisino- matter. The list includes a ten-
I'll'T lithoorai)h window cut which in lots of ."). (»()()
'i'M them i^l.lO c;ich. I'efoi'c any oj' this companv's
iii.'ilrrial was sent lo the dru,oois|s, tluy ncre asked to
MJrcl the ad\cilisinu' dc\icr which the\- wanted sent
t" liiem. Alono- with this re(iucst there was to come a
p'- live a<rrcement to use the advertisino' matter fur-
•11
ill
240
ADVKRTISINd
l|
IF
iiislied tlicni. This iiu'tliod was sup])lcincnte(l by
timcly iu\vs|)aj)cr adxcrlisin^-, ^Vith all tlu'sc sat'e-
niiards. however, it Mas found ui)on investigation that
less than 20 ])er eent of the dealers used the aids sent
them. Perhajjs. if as iniieh elVnrt had iieeii ])ut into the
investi<^atioii hefore the campaign as was used after-
wards, the dealei" ini,ulit ha\e heeii shown that hiuii-
_tii'a(le ad\ertisini4' matter is \t'ry costly.
One firm, after an experieni'e like the al)o\e, pii-
])ai-ed an itemized list show itii^- the eost of each artirji
sent to the retailer. They found this method fully as
effecti\e in making the dealer i-eali/e the \alue of \hv
ai'tieles, as did the practice of charging the retailei- a
nominal price for the hooklets, hangers, counter div
j)lays, etc.
•J()(i. Dcdhrs fo accotiiif for (idvcrlisin;/ }n'lj)s. — The
dealer should he made to feel that cii'culars, window
"ards, etc., are not gixcn him simply as a mattei' of
form. An instrui-ti\i- expei'ience is that oi' the I'aietit
Paint Company of Milwaukee in estahlishirm a riylii
system of keeping track of all adxcrtisiny- matter am!
charging it up to the dealer. If the latter was maikd
a hundred circulars for distrihution among the proptrty
owners of liis territory, he was soon asked to rej)i)it
upon the dis|)osition ol' tluni. If he were sent an en-
ameled outdoor sign he was asked, after u reasonahlu
time, to tell when and wheie he put up the sign.
Furthermore, the dealer is charged with every piece (if
ad\(!'tising matter sent him. Of course, this is a
theorctif.:!! charne so far as the dealer is concerned, hut
it eiiahles the tirm I" cheek U|) thr results of the ad-
vertising. If a dealt! is sent a package of sj)eeial
jeallcts, hooklets or enameled signs, he is charged oi' tlio
l)0(>ks ol' the ])aint house with the actual cost of thes(.
rREVKNTION OF ADVERTISINC; WASTK ^H
iiK'luding a luindliiit-- diar-^e. By watcliiiin- the ac-
(dunts closely, the conii)aiiy can soon I 11 wlietiRr its
aiivertising in any case is profitable or not, ano il" not,
it can locate the tronl)le. If the dealer did not co-
operate effectively, either through ini|)roj)er distri!)ii-
tion or throiin-h improper nse of the adverlislnn- matter,
('!• heeaiise of some jxeiiliar local sitnation, that fact will
' r disclosed through the accoimls.
In the distrihntion of tluir (iKimeled si.uns, the Pat-
<nt C'omi)any exercises considerable discretion, 'riie
Miialler si^-ns are sent only with orders amnnntino- to
(•lie hundred nrallons of ])aint. .Vs the si<,nis increase in
si/e, the dealer must fulfill other reciuirements before he
is niven one. The larovst si-rn is not sent nidess it is
.isivcd for, and details driven as to where and how it
will be displayed. As the company has about a million
I'f these signs on dis])lay throughout the country, the
c\|)ense saved by a rigid oversight of their distribution is
ciiMsiderable.
207. Iiidiiciiif/ dcnlcrs to use space on their oxen ac-
^"iiiif. — 'Vhc commonest method of inducing t!ic- retiiler
til use the local ])auers to advertise manufacturers goods
is to send him newspai)er cuts and advertisements
free. Here again a good method has been injured bv
tile manufacturers' promiscuous distribution. Tlnre is
a tendency, however, to attach some condition to the
sdiding of these advertising aids. One of the simplest
conditions is to rc()uire the dealer to ask fnr electros by
filling out a specially (Ksigned order blank To aid
tlie merchant in the selection of cuts one fiiiii sends out
a book made up of regular news|ia|)er sto( k contain-
iiit: impressions of thr cuts, so that the mcrclian.t r-an.
what the printing effect will l)e when placed in the
IK vvspapcr.
c;-iv— 18
' I
m>
04,0
AI)\ KU'I'ISINC
llii
U
} ^
111 order to til more satisfactorily th. needs of a
Aai'ied retail trade, one inanuraeturer of iLens elotliiiin-
has I'onnd it a u'ood practice to leave the .-pace hlank
in til' elccti'o where the lasliion ent is used. i'liis pei'-
mits tlie nierehant to insirt those cuts wliich illustrate
tlie |)articular line of ^oods or <iai-inents which he thinks
hist to show
W
WW
Ins I reedoin is yneii.
tl
le an
vertisei" should he earerul t
( ) see
that
e\crv en
t ili
ns-
ti'aiini, ; adxertised line of <4()ods should l)ear the tradr
mark. It need not he made too ohti'usive, hut should he
sutliciently lar<ie to remove the temptation of using one
iii'in's cuts to adxci'tise some other man's wares.
J()8. Linl,in(/ dcahr to (jcncvdl i
(iin jun'iu.
Tl
stimulation which the dealer felt when the method of
I'lU'nishiny free cuts was tii'st introduced is now seldom
aroused unless further inducements ai'e ort'ered. \e-
c(trdin<4ly, wide-awake <4cneral advertisers ai-c -.n ilie
lookout fo!- hints or suo-i^-estions that may aid them in
w innino' the coiiperation of the dealer.
'"he makci-s of Palmolivc soaj) ha\e heen successful in
<4. .iin<>- till' local dealers to push theii- advertisin<^- by
otreriny to |)ay "in kind" for l'ahnoli\e advertisinu'.
'J'lie dealer is tiivst infoi'med, through a circular, that tin-
com|)any has three diil'erent sizes of newspa|)er ad\er-
tisements. Prints of the actual ad\ertisements aie
also shown, and each is ie|)resented hy a numl)er. If
electro numher one is used, the company otl'ers to de-
Ii\er one-half do/en packages frrc; pi-ovided furt!i<r
that the dealei- orders one <>ro
ss 01
r
[ilmoli\e for
HIS
,toek. 1
ai-ger gins ai'c oriered lor c
tl'i
■lect
ros number
two and three, since the cuts ai'e lai'ger and reiiulic a
higger appropi-Iatioii on the part of the dealer, 'i'lie
otter concludes thus;
, Hi:\ kn'ikjn of aj)\ i;i{'iisi.N(, wasti; oi-;j
'I'll' ii-(lri- for f'lTo snap in t'xcliaii<,n- for /ulvcrtisiti^r will he
iuiiiinIk'(I \ou iiimiediati'lv on receipt o the paper cotitainiiig
'In .(ixertisenient. The order for soup will he on vour re<r-
ii- ii'iil)er ;iri(l he sent to voii with v,,ur first lot of u(„„js from
> >t:.ck. Von cnu (jonhle or ti-iple any of the ahove orders
111(1 nreivc I'vvv Talniolive for advertisiuM- in like [jroporlion;
pi"\i(lMl you {)uhlish th. rleetro a eorre-pon(hn^r niinil)er of
1 ;irti('lc ill Prhil^r's Iiih oiv,s ;in illustration of
;in iiiii<|iic ftictliod. An a(l\ citisiiio- campaign) carried
"II liy a larjLre paint company was national in its scope,
tint I'aiKd to get satisfactory returns. l'|)on investiga-
tinti. the attitude of tlie dealer i)rove(l to i)e the weak
M»'t. Tlie <j:eneral niaoa/ines and trade papers were al-
nady in use, ainono- thetii the Snturdan Kvcuiiuj Post
■iiid tile Sinida,/ Ma(/(rJiu'. It w,is these two [)ai)ers
'liat suoiTt'sted a plan for drawino- the dealer into the
HiiiKiioM. The i)lan as ean'd out em[)raced the
I'l'iiits suniniariiced in the foliowuig outh'ne:
A. Plan.
'i'o introdiiee a "Ili^rl, Slok' rd" "paint week"' in cacii
locality wliere lie conipan\'s paints were
sold.
H. I'rohieni.
(a) To induce llie dealers to cnoprrate.
1. liy Um of >,pacc on their own account in the
local Sunday papers assoiiated with the
Sii mliiii Mnscnz'nie;
i2. Ry di>tr'hution of circulars with the ,V;/,7
'/'/// .1/' irjiic where no Suiida\ |)aper
"as printid.
( !) ) '!'(! isre-'.'if fl:!- T-.!:i-. -.•■. fl..,! '!... .!....!.._ ! !
its bwicfit to him.
I
if:.
I!.'
;2ii
Al)\i;ilTISING
"t
('. Mrtlio.l.
(a) AiuiDiiiicciiiciils of "paint wock" to clraltTs hv
iiuaii-- (if toiir j aor I'olorcd circular^.
(li) Dilaii-, of llic [ilan. and ar^'UPuiiU to iiulucc dial
('!•> to C'loixratt'.
"It'_\(in arc lliinkin^j^' ot" a >|»i'ciai n|)rnliii;' |i,iinl
\Mik, lia\c tl)r lir>l week III Aprd. \) <
or.tif \i>!ir s|or(. utI omI xnnr puMli-
and (■ard> and (lis,i|av cm r\ tliin;^ \n n!
\aiiia;j;f. Make a N|iccial window lii-
|ila\. l{r(|iiirc \()ui" clerks to talk |Miii'
and \arni~h diirlni;' tlir entire wc'k to
a>L voiir eii^loniers whether thev iiil'iui
to paint. I '-e special divpLiy ad\rrti-
iii^" in m w^paper-. He Mire to iiave our
a(l\ert!--einent in voiir p;i])ers dnriii^'
that week.
"This is I he time i'or vour fidl pa^'e or vmir
lialC-pacfe I"
(c) A riniinder to keep the i'ii'cidar annoiiiiei iik lit
fresh in niiinl. A cai'd witli the pictui"'
of a hand with tliree finm'rs ext iidrtl iiikI
the woi'ds :
Count llicin on Your Finders
The Week- Hefore
"Ill-h Standard"* Taint Week
April 1-!).
(d) .\ si'cond reminder not from \\\r jiaint coiiijiiiiv
l)ut from the Associated Siindii// .l/'/^'"-
,■:/;/(• otiiee, and a hrlef ar^iniii'nt sho^iiiiT
llie dealer the advantage of adverti-iiiC
locally ill eon jiinel nni with the pam^
company's national campaign.
/..■) (':M-ds :i:\:\ i'i)\i\:v-: M!>(). ()()() •!! ■.•.\\\ !!;;;!ler] f;>r\!>-
tonicrs oil' dealers'" lists during tlio
"week."
i'Ri:vi:\ iio.N OF Ai)M:irrisiN(i wasti: ^^^r,
(i'j C'o\»rs of the Siinilit// Mtii^(ir:iiu- sent out four
(lays ahead of the fcN-nlar i^Mie to he
huii^' ill dcaliT.-.' windows as a sinn, thus
'■fh)M'ii<;- the eircuif l;y adding- the hist
liii -<> tlic h)ea! advtrtisiiii;- campaij^ii.
(<;•) Coiiiplrtr copies of the S/imhi/j .\fnii.!::uic sent to
(Kali rs so as to reacli them Satiirdav.
(h) Ki}.riiil> . ■ liu eover pa<^e advirtiM iiuiit appear-
ing- in t!i,' Sfitnidd// KniiiiiLC I'ost of the
sanii' weik forwarded to deaiirs so a> to
reach theiu on \V< (hiesday - the dav he-
fort- the reo'idar issm appiaiid foi- sale.
These also to he put in eon^picuous
places.
(I) A clincher in the fonn of a circular which was
finally sent to the dealers asking- them to
describe their "'Hi^h Standard" paint
■week — the repoH to he used in the ])re|)-
aration of a house or^an — this to serve
as a clearing hoi.ix. of infijrination (>!>
liow to conduct a paint week. All deal-
ers cooperating were to receive copies.
low the de.iliTs cotiperated.
(a) Hefore the specified date, all the dealers In the
cities where the SinuUiji M<i^,r.iHc and
the associated newspapers circulate, t:M)k
space ranginn- from a quarter pan-e to
two full j)ages.
(Ii) Many agents near these centers took space In local
papers hecause the large disti'ihuters had
printed tluir sniallir agents' names In
the associated papers.
(c) All this cojjv callid attention to the paint com-
pany's hack cover .advertisement, aNkid
readi'rs to refer to It and ended with the
statinuiit "we arc the local aifents."
;n«
ADVF.UriMNCi
(,l) 1.:
(e) T
tlic Mii.illir towns the deaUrs circulated notices
(Irawliio- attention to the hi<^ advertise-
ment in the Suiuhuj M a if(rj nc .
le ie{)orts at the end of the "paint week'
l)rou'j;lit out vahiahle sun-rrcstions sliou-
inf."; iiow tlie dealers advertised, wliat
the\- advertis.d am' v>h;it line of paints
]) roved the l)e:;t sellers.
(f) Tlie contact thus estalilished between the deah r>
and t'.ie niaimfacturer opened the w.iy
for a continujus cooperation of tiiis k'lhi
throuu-hout the year. Since the '"Hi'ili
standard" .veek campaign tlie c<)nij);iiiy
has a )•' > ord of 170 l)ackaf;es of electros
.sent out one dav to dealers for local um.
'200. Ti])s for chrJiS. — Tfow important it is for tlic
manufacturer to watcli every link in tlie eliain of tht
(listril)uti()n of liis o()()(ls is seen in tlie failure of some
firms to reaeli the consumer effectively even altei' his
interest luis i)een enlisled. Tlie j)ositioii of tlie ehrk
should not he overlooked.
•J 10. Illrsfrdlions. — Inclinations for showing- and
str\ in^f a particular line of ,i>-oo(ls are often found in the
ineeiiiivcs offered the eler) hy the inanufaetuier. A
ehvcr scheme, ojjerated in connection with Mie intro-
duction of a new summer drink. l-'an-Ta/, was an
adaptation of flu' coupon system. The coupons took
the form of unti;'nsfcral»le due hills jjrinted ii. two and
live dollar denominatii>ns. 'I'liey wen -sued to soda
fountain clerks wluii the drunLiist or other dealer
ordered twenty-live ^'allons of l-'an-Ta/. These i\\u'
hills were to he exchanged for two dollars wliene\cr
the firm for whom the clerk opirated the soda fountain
sent in its lirst rej)eat order for aiiotlur twenty •li\e
rUKVKNTlON OF ADVKUTISiNd WASTE ^+7
oalloiis. The live dollar "^n)l(l ])()ii(1s;' so called be-
cause of dieir appearance, were oivcri out with larger
orders.
T'wo large l)reakfast food comi)aHies eonihiue a dou-
ble p(;licy v.-ith their methods of -tippiun"' the clerk.
'I'he Cream of AVheat and the Quaker Oats j)eople are
both sendin<,^ out with all cases of <>-oods small order
hooks for the clerk's use. Wheu a clerk has tilled an
(,rder book with Ihe nanus and addresses of the pur-
eliasers of Cream of Wheat, for instance, the company
redeems it at a u'ood prolit to the clerk. As there is a
•Queen of Wheat"' on the market, it is not ditlieult to
iiiiaoine a salesman tryin.u" to shift orders for it to the
kind which has a similar na;ne. This is the i)rimary con-
sideration of the company, bi a secondary one is the
obtainin<^- of an up-to-dale mailing list which may !)e-
(ome later the basis of a consumer's advertising cam-
paign on the part of the comi)any.
•Jll. ClcrJxs' com mission for .siilislitiitio}i. — It was thr
practice of a well-known cliain of drug stores to in-
(i'ease the sales of its own pnparation, by offering the
( lerks a tlnrc per cent ii)mmissi(>n if they succee.led lu
inducing a customer to buy the store's l)rand whenever
a trade-marked article was called for. This is also a
tavorite scheme for marketing breakfast food and otluT
uroeery hues. A gioeery clerk was given from two to
tliree eiiits per i)ackage if a certain kind of breakfast
food was sold. This commission method varies in its
perfoiinancc. Some firms use it as a substitute foi- all
ntlur advertising. Others use it during <•< itaiii dull
reasons to stinndate trad'-, whih' still .)llirrs use it only
in connection with demonstrations in the store by cx-
|it I ts.
One compaiiN uivi-^ eorn!nis>,ion to the store clerks
.'-' w
Ai)\ r.urisiNii
(ml_\ \\liilc tlicii- own denHnistrutors arc at work in the
store. it is lli()ii!_;!il tliat I»\- the elei'ks" eocipiTutioii a,
i^rcniir |)i'ii]Miiii(iii of all the eiisloiiitrs within the store
will li.iM- lh( ir alt( nlioii drawn lo the conipanys cU-nion-
.^ti-aiion iahlc. A suljstitutt' for the dinionst ration
UK thod was t'oinid tiy the makers of l-'oi'ce in iiuhRiiiLj
llic dcah Is to pciiiiil the eonij)any"s men to take their
stand in \\\r d(h\( r\- room, and \,} nnt sampk' |)aeka<^rs
ol' l''oi'Ci' with apjn'onriati' rciuhny matter into evt'i'v
liaskv t ol' out Li'oiii!4' li'oods ()!" coni'sr, this method re-
(|uir<s tiia! Ilic eoopt ration oi' the dehxcry eU rks at k'ast
lie ohlaiiied: yet il is said to he much eheapi'r than the
met hod h\- demonsli-atioM.
Iwk( all eomp(titive method^, these means ol' ti'Mlpt-
inu tlie clerks tend to heeonie niori- and more expensive.
ivieli company li-its lo win the elei-k's yood will hy
oll'^ liiiM' a cent moie than his competitor. The resnll
is llial in a short time nelthei" company has an ad\an-
la^c since lit itlier can alVord to liivc more nnless. as
often happens, tlie (pialily of the ^oods is lowered to
make n|i for the ad<led cost of disti-ihnt ion.
•_'|L'. ('itii^iilii/in/ (hdltf (IS ii'ii'l (il nr(/(iiii:ali()il. -
'I'he eommeiciai nvoiM is actinaintcd with many kinds
of "peisuasion." 'rii'' wealthy corporation can ad\tr-
lise III a way that will e\(iitiially force a lari^c propor-
tion (if (kaliis inlo haiidiinu' its ooods. Repeated I'c-
ijiKsts will liiialu awaken a trade to llie rtali/aiion thai
it iiia\ lie iiiissiiiM soiiK tliinn'. \o d( ai<r cares to ha\c
his I iisIdiih {■> lliiiik tliat he is tiot iiji-to-date and liaii-
dlhiH a popular hrand ol !.;oods. A steadv crstomt i"
d( niaiid fur a ci rtain hr.ind of aitlele will linalK' coii-
\ ince the ;iio-t ohdiirale of ritaik is that he should sen'
in his Midi r for these Ljoods.
I^l■^llas|on ol' anollur kind. liou(\er, ma\ hi' less
rKi:\ I'ATioN ()!• .\i)Vi:i{'i^isiN(; WAsn: J249
c<vstly and in the end just as cfiVclivc. ^fakino- the
(Irah (• enthusiastic' hy shnwiny- liini his eoinniereial in-
l( i(.sts through the u^e of various eduealional methods
i^ yrowin;^' to ite a \ahiahle suhstitute I'or the "estal)-
!i^h(ll(•nl of a hi-;i!id" nifihod hy costly advert isini^'.
Aiihohoh enthusiasm is <4enerally in sii^ht, yet the
li'aiei" must he shown that tliis maviiin is not solely a
(|ii( ^tion ol' a i).'iee aini'eement i)et\veiii himsell' and the
iiKinuraeturer. The nature of the "(xxjs must he a
primary consideration. Thus, a dealer sl.ould he al-
liiwcd .. lar^'er mar^^'in on novelties, luxuries and articles
i>\' iin, vrta.il sale, than on necessary commodities that
li;i\f an esialilished demand.
It will he helpful for the manufacturer to re^'ard
ihc retailer as his sali'sman- the link that joins him in
I" rsona! contact with the custonui'. Althonyh nom-
inally indcjH'ndetit, the two are really made intcrde-
|M iidcrit Ihiou^h the liusiness necessity of cari'yin^' out
the \arious functions of distrihution most economically.
•_'1"{. Di'dlii'.s jildcc in (lislrihiilion. -'Vhi' advertiser
uiiii sha\cs till' dealers prolils too closeh is likcK' to
lia\c lost siu'lit of (he <U'alcr"s |)lace in distrihution, and
inli ss the adxcrtiser is ready to ))i"o\ ide the capital
iitcissary to institute dii'ce! sales or to fof. e the trade
into ac'eptih!^ the |)osilioi jI' distrihutin<4" a^'cnts hy
cxpiMsixi' "anti-suhstitution" adxcrtisin^- amon^' con-
siiiiK Is. he should t I'y lo <^iv\\ his coupcrat ion i)\- I'dii-
ciiliiinal means.
The testimony of one successful ad\ crl isiny manaiicr
shows hiivs this ttiidcnc;. tn cunsidcr the r( lailcr .-is pjii't
• if l!ic ni'iiiufaclurci's or^^anl/atioii is ^rowiji^. lie
s;i\ '. :
1 111' (ii;i!i |- iiiK^I 111' iiliu'ati'd a- "rl! a^ tlir cmisiimcr. Ho
iiiu^t (-(tiiu' III I'l i-l 11 >lniiiy; sfiise iit' I lie nn ri( <if tlir articir, and
. 4
^i'A)
ADVKUriSINd
tl-is can onU 1m> hroiiniit .•ihnut gradually. Teach him tlw
advantage-, to he derived from >elliiig relial)le goods, atid tin
j)er>oiial >at i>t'aeti()ii which will he Ids in pleaMtig his customer^.
(Jive iiim a good jjrofU and hold him to it. Make him feel tliat
lir i> ,1 %ahial)K part of your orgaid/ation, 1m 'i' him to sell your
product, link all these things in his mind with your tradr mark.
an.l you th.n have ..nthusia>m. tliat greatest of all auxiliaries
to an advertising campaign.
J
CHAPTER XI
METHODS AND rLXCTIONS OF THE ADVERTISING
MANAGER AND OF THE AGENCY
214. RcJaiUm of advcrlisitig maiKujcr to sales- (Jfpart-
;ncfit.— x\ ^Teat iiuiiiy of the iiiost pro^nvssive concerns
tliat atlvci tise to any extent employ an advertising- nuin-
a^er. Tliis advertising manager is sometimes supreme
in liis position, lian.lling all the details of the advertis-
ing {kpartment, such as the writing of the form letters,
and inventing, ailoj)ting and adapting different plans
for the advertising campaign. The advertising man-
ager, when he is in sole charge, suhlets his advertis-
ing to the liill-poster, signboard contractor, advertising
agent, and also his jjrinting if the house does not em-
jijoy a printing })lant of its own.
In some very large concerns, the advertising manager
reports and consults with the sales manager, the sales
manager having jurisdiction over the advertising de-
I'ariment. The sales manager, having the most com-
plete and direct contact with the advertising manager
and advertising departnient, is likely to have the great-
(sl success. He naturally has charge of the salesmen,
and posts his corps of t^ ivelers in accordance ..ith the
advertising plans. 'I'hiis the s.-desman is in a position
io e\plait\ to his trade what the housf is doing in the
way of ■publicity: and to emphasi/e the inimensl' amount
n| work that his house is loing in order to move the
g<M)(ls from the shelves of the retailer into the I'ou-
iimers' hands.
251
Ai)\ r.K risiNC,
:!lil
III some concerns the {)»)siti()n of sales manager and
a(l\ertisin'>- nianaiicr is lilled liv llie same i)erson. I'er-
liaps this is the most ideal method ol" all. XatiU'ally,
the sales manager ol' a lart;e concern mnsl have his
a^sistants, hnt the most siiccessl'ul sales manager meets
his j)ri>l)lems best when he is advertisint;' mana,u,'er as
well. If the a(lv( rtisinij,- eam})ai,yn is conceived by the
sales manager, he gives the subject of advertising the
most careful thought of his eiitire selling cami)aign.
'21.'). I III portdncc of ad'crtis'nig iwpcndlturc. — When
a large concern is spending >i;-j:)(),0()() to ^.)()(),()()() an-
mially in advertising, it is spending as much as, or
more than, its entire sales force would cost. Hence, in
j)oint of exj)enditure, the advertising expense is the
more im])ortant, and is so deemed by many of the most
successful advertisers. In other words, this ailvertis-
ing becomes a sales force on papei".
Many of the highest paid advertising managers con-
sult with their ad\ertising agents, the agency furnish-
ing a great many of the suggestions and 'much of the
copy used in the campaign. The agent is often of
great assistance in the planning of the advertising, the
pre|)aration of the copy, the checking of the ad\ertisL-
ments and the ordering the entire details, thereby sav-
ing till' advertising maiiager a, great deal of umieces-
sary laboi-.
Manv adxcriising managei's get right out on the
riiad tlicmseK es and examine a teri'itory wlieri' the
sales ma\ be weak, analyzing the laek or loss of busi-
ness. ()ften he pi'e|iares. on the spot, an ad\ (•.•lisiiig
cam])aign to interest the special community.
'I'hei'e is no greater argument in the world I'or a sales-
mai; to place befei'c his ti'ade thaii a b<»okl( t ])repai'ed
by the ad\erlising manager shuwing I he present ad-
THE ADNEUTl^lNti MANAG1:R
^ZoS
vcrtisiiif;' campaign in ])n)<rvcss. Xaturally. the con-
(rrn's trade has, previous to the salesmaiTs visit, been
advised of the entire plan for the coming year in ont-
hne. This is one of the most necessary functions of
tiie advertising manager.
From tlie salesmen, the manager receives reports of
the criticisms of the trade on the proposed advertis-
ing; he may also get suggestions as to improvenienls
arul hints concerning the schemes to be ad()i)ted hy
eompetitors.
21(5. Advcrfisiu^- affcucicft. — The first American ad-
Ncrtising agency was established by Orlando liourne in
1S'J8. Very little is known of the success of this first
xentm-e. ":Mr. V. B. Palmer in 1H40 established
agencies in Boston, riiiladelphia and New York, and
lie was the first one to put emphasis on the advertising
business. In 1849. Mr. S. M. IVttengill established
an agency which met with success from the beginning.
The agency established by Mr. I'ettengill resulted,
alter nmncnMis changes in the tirm's name and personnel,
in the Morse International Agency which has charge ()f
the advertising of such well known articles as Pear's
Soa]). Heechanrs Pills, Van Ilouten's Cocoa and C'uti-
cnra Soap.
The Pctlenuill agency was followc-d by the csta1)lish-
nirnt of X. W. Aver \ Son of Philadelphia. This cou-
(vrn bears a most enviable reputation and is resjjonsible
lor a number of very large successes, notably the success
uf Pneeda Hiscuit." The late Mr. N. W. Ayer was a
ureat friend '<( the rrligious i.ress. and started his agee.cy
by handling advc rtising in ilie religious pidilications.
' Next in Onler of lime is Mr. .P W. Thompsoti. who
rounded thr.P \V;!lter 'hiompson Advertising Agency.
Mr. Thompson started in l>usiiiess in 1H(U, and has
2a4
ADVKUTISING
shown tremendous ability and foresight in developing
a <ifreat many advertising campain^ns in this eowntry.
Among these, that of the Mennen's Toilet Powder
('onij)any stands out very prominently. Mr. Thompson
has great ahihty as a finaneier, and is reputed to liave
made a large fortune.
It may, therefore, he eoneeded that those who might he
termed the "old-timers."" Mr. Hales. Mr. Morse. Mr.
Ayer and Mr. Thompson, were the real founders of
the advertising ageney business in this eountry. a. id
eaeh of these gentlemen has made a sueeess and a great
i'e|)utation and. incidentally, has accumulated a fortune.
It is litting to mention here the IJoston house of l*et-
tingill and C'om])any which met Avith unfortunate re-
\erses in IDO.'J. This house was established very shortly
after the Morse International Ageney and did a great
deal to foster advertising throughout \ew England,
and afterwaids throughout the Tnited States. One of
their largest accounts was that of Lvdia K. Pinkham
Medicine Company, and certaiidy Mrs. Pinkham's por-
trait is one of the everyday featu'-es of a newspaper.
Mr. r. L. Pettingill. ; • founder of Peltingill and
C'omi)any. died a number i){' years ago. and his son,
Mr. I'bert K. Pettingill. succeeded to his business.
This agency is the only large one to have met with re-
verses and the only one that really has cost the allied
interest of advertising any great amount of money. It
is noteworthy that Pettingill and Company paid a very
handsome dividend to their creditors.
These agencies, as has been indicated, ha\e bren nien-
tioned in the order of their chronological establishnunt.
There are many other agencies of great im|)ortance vi
tl advertising field. Among them are (ie<irge liattti
iV Company. I'rank Presbrey Company, Calkins and
'JHi: ADVKUTISING MANA(ii:il
ll,.l(lc!i, Lord and Thomas, V. Wallis Armstrong c^
( , ^inpany. These concrrns arc handling some of ilie hig-
M. st and hcst known accounts and have hern responsihle
iMf many eommereial sueeesses.
In ciiie..,"> there are a nnmher of aggressive con-
,. ins. Some of these liave made fortunes and reiired.
TiKie are a numher of exeellent eoncerns tliat have
sprung up since the starting of tliis inchistry or pro-
Ir.sion. ()i\c of the well known Chicago agencies is tliat
iniiductcd l>y Jolin I.ee Mahin.
The advertising agency has also ])laycd an important
part in the development of Canadian husiness. The
,„incii)al Canadian agencies are A. McKim Company,
.1. .[. (iihhons Company, Limited. I'atterson Xorris.
Limited. Desharratt's Advertising Agency and Gagnier
Advertising Conipany, Limited.
A recent development in the agency field is the or-
uuii/ation of what are known as export agencies. These
,>tal)lishments i)rimarily deal, as the term implies, in
the hnilding of foreign trade. They are familiar with
merchandising conditions in foreign countries, with ad-
vertising mediums, with local customs and are ahle to
tiiniish the advertiser with local color. T. B. Brown,
l.iinited. A. (r. Perry and Company and the (iotham
Ailwrtising Company may he mentioned as representa-
ti\( of this new tyj)e of agency.
•-'17. Imporiancc of advcrliHiuc; mannscr. — In gen-
eral, an advertising agency works in conjunction with
tlu advertiser, or his advertising manager, in the \n'c\vA.-
nilion and planning of advertising campaigns. In
soiiK' cases the advertising agent may he the advertising
iiiiiager. in this latter event, the agent has a certain
appropriation in his hands which he will expend to the
InneHt of tlie advertiser, adopting every good plan that
ir
d-jO
Ai)\i:u'nsi.\G
's economic- and ri<2,lit for his rliciit. In fact, some ul'
tlic keenest minds of this ccnnitry are en«:^ane(l in the
a(Ivertisin<j: aneney husiness, and snpply a ^reat deal of
the attractiveness and a f^nrat (leal of the scHin<i' force
of advertisino-. It may he safely said that 00 i)er cdit
of the money paid onl in .general pnhlicily in news-
papers, ma^'i/ines, street cars, hill-hoards, etc., is ex-
pended hy. or IhroM^ii. the advertising' aj^ent.
2 IS. A;:(nc// (d T.o/7.. - The up-to-date advertisinu
agency employs a stalV of skilled writers who write tlic
suhject matter for the advertisements, hooklets, follow-
up letters, etc. There is an art department also, where
many of the pleasing' illustrations that the reader sees
from day to day and month hy month are produced.
INlanv of these writers are i)ai(l large sums, and many
of the artists earn large rewards for their cleverness
and ahility. They are known as commercial artists.
Then comes the checking of the advertisements to
see that the advertiser secures the correct insertion of
each and every advertisement that is ordered. This
work is done most carefully, for the proper location of
an advertisement means a great <leal in the success or
failure of the year's advertising campaign.
iVfter the i)apers are cheeked, the hookkee])ing de-
partment of the agency audits a-td ])ays the puhlishers'
hills and other Itills rendered liy the street car companies.
bill-i)osters, etc. The advertiser is then hilled from the
checking records, and hy the time this entire operation
is con.plete the advertising cami)aign is rounded out.
1*10. fin/xirtdncr of advi'rli.siiiii; aiii-ciit. — Naturally,
the element of most importance is the securing of the
husiness. The advertising husiness has developed he-
cause of the desire and energy of the solicitor of the
advertising agent, or through the endeavf)rK of the head
Tin: ADNKIITISINC; MANACJHU
257
of the agency liiinscir. Reputation has great weight
in the securing of this ])usiness. The prospective ad-
vertiser naturally desires to cast his fortunes with the
agency that has done the best and most clever work.
'I'lie advertising agent may work for a year on an
aecount that has never advertised. The agent sees
|)ossil)ilities in the kind of goods made, and sees that
the consumer will buy those g«)ods to the detriment of
the manufacturer's competitor if advertising can he
hrought about. The agent, therefore, does a great deal
I if good to the publisher, the bill ; poster, sign-board man,
street car companies and all otiier places where adver-
tising is seen.
220. licmiincration of a^ciit. — The agent receives his
remuneration from the publisher, contractor of street
car space or bill-board contractor. This remuneration
is in the form of a varying commission. Therefore, tiie
advertiser is quick to see that the expense will not be
ureater to him if he emi)loys the machinery that is in
the hands of the agent, instead of placing his advertising
direct and incurring tiie expense of his own organization.
The term "agent" is to a great extent a misnomer.
I'or instance, the fact of the agent's receiving a com-
mission from the ncwsj)aper would naturally make the
(•(iiieern receiving the conmiission the agent of the pub-
lisher. In fact, he is. At the same time, the agent is
also the representative of the advertiser, but, strange as
it may seem, does not receive his remuneration from
tIk advertiser. It is the duty of the advertising agent
to protect the advertiser's interests in each and every
case. Although the reputable advertising agency has
a dual capacity and represents both, the predilection is
■d'Aays in favor of the customer.
Tliere are, in a number of cases, specializing con-
C- IV-17
MICROCOPY RESOLUTION TEST CHART
•iNSI and ISO TESr CHART No 2
l«v/ US ■^* I^HB
LI
1.25
1^
136
1.4
2.2
1.8
1.6
^ APPLIED IM/4GE Inc
Un." '."^^t
258
ADVr.UTISING
i^
Btii.,
\^
m
ccnis Avlio treat the advertiser in a purely professional
way, chargiii^ a serviee cluirge for the ])lanning of an
advertising;' eanii)aign and for the o>< .-sight and ])laeing
of the same, a good deal in the same eapacity as an
areliileet. who ehargcs a ccrtani priee lor ins plans and
speeifieations and is then allowed a eonmiission for tl.c
])ro])er .sn|)ervisi(>n of the earrying ont of all his sj)eei-
jieations. 'I'here has been an apparent sueeess among a
few of these speeiahsts, and it may f»e that in time ti>
eome they will attain more importanee than at the pre s-
ent time.
'22\. ('<ip<ihUil>i of (li^cnt. — A well-e(juii)i)ed advertis-
ing agent shonld not only he an expert in his line, hut
should have an entire organization and he well ccjuipped
to handle any line of advertising that may eome to his
attention. lie should he an excellent judge of ))oss!-
hilities. knowing the seetions of the country where goods
can readily he sold, and those where dillieulties arc apt
to encompass the advertiser. Or the campaign may he
a getieral one which will include the magazines, the cir-
culation of whieh is very fluid, going almost to every
corner of the country, 'riierefore. the inlluence of this
ad\citising would he felt everyw hei-e. and the goods
nuisl ha\t' a \t'ry genei-al sale in order that thei'c may
\)v a minimum of waste in the cxi)enditure. ^Vll this
the advertising agent is, and more.
lie in lime secures the conlidence of his customer,
••nd l)usiness [.rohlcms that do not hear on advertising
are sui»mitt((l to him for consMcration. His advice is
sought and he hecomcs a part of the advertiser's busi-
ness family.
The ad\erti^ing agency business lias attained almost
to fjwj Kiositjn?! iif .:i nrr)t'( ssioiK Mild those who ha^i'
been in the business a tiuiiibcr of yc.'irs ;uid ha\c cslab-
THE ADVEKTlSIN(i MANAGKll
259
lished themselves in the confidence of their clients en-
joy the same comparative position Avith them that the
lawyer does with liis chent in all legal matters.
'2'2'2. Outliniiiij; cnmpaii^ii for an advertiser. — In some
cases an advertising agency may l)e simply a [)laee where
tli<' details pertaining to the mechanical or technical end
111' advertising are cared i'or, such as the making of cuts,
rliccking up of newspaper advertisements, hargaitiing
lor space, etc. In other cases the agency may assunie
the aspect of a commercial adviser. It may even keej)
a force of experts in its employ who have nothing to
do with advertising directly, hut who are sent out on
the road to gather information and to form a judg-
ment of sales conditions for the henetit of the advertisers,
for example, a manufacturer who could not account
lor the small amount of his sales in a certain section of
tlie South, put his case in the hands of an agency, which
s( lit a man into this territory. The trouhle was dis-
Kivered to he in the (luality of the local advertising, and
liie inahility of the firm's salesmen to grapple with the
Ml nation. A campaign was outlined, and immediately
ilie sales trehled in amount.
The character of an agency's aid to an advertiser is
^'■r]\ ill the following chapter, where an outline is given
I a camitaign prepared ior a large coticern mannfac-
tiiriiig silverware and doing a national husiness. This
-liiiws in one direction the application of many of the
!'iin(ij)les which have heen emphasized in tiu- preceding
'I I.I piers.
•J2.'J. Special rei)resenlalives. New "S'ork City nat-
I' lily l)ecame the center of the advertising husii'.ess.
li'i- the reason that most of the manufacturers and large
I'lv frtiscfs hcJia!! in the !'';!st ]!>!>'>■ I><!n>-!' *]>.'• Mi!!;!!?'
'"■! I'ar West were (h-veiopcd. It was found that, as
260
ADVERTISING
I
I;
iii
htf?
news{)aj)ers became esta!)lished nearby and at a dis-
tance, it was necessary to have what is now termed a
"special representative" but was formerly known as a
"special agent."
The special representative is different from the frcn-
cral agent for the reason that the general agent repre-
sents every j)ublishcr, receiving a commission from the
j)Mblishcrs, whereas the special agent is more the direct
employe of the ne\vsi)ai)er or magazine.
It is his duty to call on the general agent, and to
solicit business from him, and also to call wherever
advertising might be forthcoming. The special agent
receives a salary or a commission from his pub-
lisher.
The business of a "special" has developed into con-
siderable magnitude, ajul to such an extent that the
"special" will buy space at a flat rate from his publisher
and will issue a rate card in conformance with the rate
card of the publisher. This card is used for such local
and general business as may come to him directly, and
therci)y saves the difference between the cost of the space
that is bought and the si)ace that is sold to the adver-
tiser.
The sjH'i'ial rejjresentative maintains a consideral)lc
force of solicitors, ehecking clerks and bookkee])crs iit
his husincss. He oftentimes irnests money with the
publisher. This is true especially of the newspaj)er
s|)ecial representative. A number of "s))ecials" have
made a business of loaning money to publishers and
taking their recompense in such advertising as they
are able to secure by their efforts. Many times, this
has proved of great assistance to the jjublisher. It al-
1.. .1 ■__''_^ _' „* _•'* „ -1
ows hiiM ill i«|>;i\ iiif iwaii liiirnign aiivii TiSnig, an;;
it also makes it easv for him to Imrrow money on time t.>
TME ADVERTISING .MANAGER
<nn
increase lils plant and develop his circulation and im-
portance in the coniniunity.
A special representative will also work with the
general a^ent to develop new husiness, and thus beconica
no mean factor in the advertising world.
tfii ■
ill)
I*-
CIIA1>TK1{ XI r
A TYPICAL ai)m;im'isi\(; campaign
224. Dctdils .set forth In c/ report. — The campaign, as
o-ivon !)cl()\v in the form of a re|)()rt u(hh-essL'(l to tlit'
l)rcsi(k'nt of n hii'^e maniirac-tiii'cr of jt'Wch'w is in
many respects suhjcct to ci-iticism. hnt ma\- hv vv-
.yanhd as a lair <\ami)k' of carcfnl thinking- and plan-
ning'. The report is reprinted just as it was written:
In ni.ikiti^r up this plan of ,ul\ t rHvitiif. ;it vour ri'(jutst,
uc lijivc l)oi-Mc tun tlilii^N ill mind. One is to attnu't ivirv
thiiicr that is i)os>ihlc to your \( w York hiisiius,. Voy th.
sccoikI. \\v ulsii to ha\c the ^c nci-.il Ijusiiicss not only main
taitud. Ijut incrcaxd in all (lie xarious lines that you man
ufactui't'.
We realize that eyevy (iepartment of your f.ictory should !)'■
ke|)t i-unnin^r on profitahle lines, and would adyoeate only the
pushini;' of the froods that are most jirofitahle for yourselyes to
ad\<rtise. U'e preM.me that there are lertain classes of n-ood^
ili.'.t are nioi'c' prolitahle than others. 'I'he su!4'i;est ions on these
would naturallv <■ >■ fidm the f.utory and I'epoits made i)\
\our salesmen .as lo \\hat si emed to he the hist sellers throui^h
out t he eoiuit l'\ .
To Hit v\[A\\ down I o I he .uKert isiny «Mmpai;;'n as sui^u'esti-d.
Ihe features nf the a d \ i ■ r I i s] n o' are: I. DisI rihul iiiri id' hook
his !)y I hi' liie.d diali rs I h rnii;;l lou I I he eouidry. \i. The U'l-f
ad\ ert is| II (_!■ Ill Incal pi pi rs liv de.iji'rs UsUli;' ihc t I'os iriiftil! UP
espeei.aj|\ for ihuii .iiid supplied hv \ou. '.\. 'I'he sindinn- nj'
visitors to your N(\v ^Ork stores In vour local dealers through
.1 J !'' ' jii.i ... ....
I lie t'fxni w 11 it 11 « 1 iiuyt- <'iiin u i m- i ,i i i n < li ( 1 1 n i i . j . mm
ma^'a/ine .id\ eri islne-. .">, The monthly puhlication called 7'/i,
I
A TVPK'AL ADVERTISING CAAIPAKIX
m)
J:
Argent, wliirli would 1)l- tlii' mouthpiece of the factory, going
ic al! your dealt in all over the' I'ovuitrv. Wc sj)eak of eucli of
these five depart nieiits ot" this ad\ trtisiu^ j)laii .sejjarately, giv-
ing vou the explanation on the following pages.
One })<)int We v.ant to make plain in presenting this ])I,in
to vou. and oru- of the nuportant I'esults, is the reflex action
on ycnir Niw York stoi-f }jy the local deak rs throughout the
I <)untr\'.
If these local dealers advertise specialties witli New York
iianies. if they adxertise ycnir products in their local newspapers,
if tlu'V send out booklets t'ontaining your name and trade mark,
if they use this Letter of Credit, and if you l)ack this all up
uith vour magazine campaign, sj)eaking of vour display rooms
in Neu York, what happens? You have secured the attention
of tile visitor to New York City from each and every town in
tills country.
Lirni'.R
OF
( KKDIT
'J'ho card shown indicates its exact meaning.
It is an introduction to your New York Stores,
and at the sanu' time a letter of credit. Kvery
dealer nuisl regret the loss of sales to liis wealthy
customers who {)urchase away from home. A
large j)ortioii of this class by custom seek New
N iirk for their expensive purchases. Dealers in the small cities
arr (|uite intimate with tluir custonu'rs' doings, and if the dealer
can enjoy a share of the sales made in New \'ork, in his own
lines, he will urge his custonn rs to Use the Ktter of introduction
and visit \<)ur store first. This card is a viiy strong link in
this chain, factory to dealer to New York, .anil it \k i.'vident that
till Nrn ^ ork \isitoi- having this <'ar(l in his possession will
Use it.
Tlh- dealei" nalurallv Incomes an addt^l salr"!man for you,
ami m turn the Nrw \"ork store Ixconii's sometliing to lie df-
su'cd by him rather than a. detriment. 'i'here is jealousy exlst-
nialiu
fact
urniii; concei'u oi)er.a
fes the st
ore or n.o
t. N.
York
C'ertiiinly gets more than its sliare of trade from tl
le ineoi
iiilig
.'^64
ADVKKTISINd
visitor. This Letter of Cn;]h. or card of introduction, elim-
inates tills jealousy as far as yon are concerned, because it give.i
the d.aier a chance to land some Iar<r,. sales in New York, and
to make a ])ro(it from them.
We should su^r^r,.st that you allow the dealer a discount on all
-oods sold from this canl of at least 15 ])er cent on all goods
of your own manufacture. A smaller percentage, say 10 per
cent, could be allowed on .jewelry, diamonds, ])earls. etc. This
profit is really found money for the d.aier, and will certainly
make him very friendly to your concern, to the detriment of
your competitors.
Ordinarily the visitor com.s here and he is natundlv prone
to call on other stores, in the proportion of the importance he
attaches to these stores. You ge^ your share and, naturally,
the others get theirs. This card will go a long way towa d elim-
inating c()mi)eting conc.rns. It also has one great advantage-
it is absolutely new, and certainly should be very popular.
For the dealer's own space supply electro-
types or ready made advi'rtisements in elec-
trotype form, with a mortise in the cuts for
the local d( iler's name. These cuts are fur-
nished by the factory to the local dealer free
"^ expense as far a., cuts art' concerned.
The dealer inserts them in his own local newspapers, and j)ays
for the advertising space that these cuts occupy.
The dealer is naturally very desirous of getting this adv( r-
tising service free. It eliminat. s the co.t of cuts, drawings,
advertising writing and Ihe various other incidentals that are
necessary to iuake u|) high class, <'haracteristic advertising.
\V<' show a number of examples of the various si/," of
dealer's own space adv.rt isements. It \vould i)e nuite an expc-nse
for a small concern to prochav these cuts, but wh. iv the same
are being j)rodueed in (juantlties the cuts are very clieap.
We have made these adv.rf isements (it the d.al.'r's ne.ds, but
•" ' .' " " " •'■' --^ :■::; : ; ; ; " ; ; i i " r i" i i , t T t i 1 1 v"
carry your goods. We have made this conspicuous in some
cases, and in some cases inconspicuous.
DEAT.l'.R'e.
OWN
srACE
A TVIMC AL ADVERTISING ( AMl'AKJX
*^l
52()5
Tlu' fcniptins thin;rr is that it m.ikc^ it cnsy for the dvnhr to
ohtiiiii lii^rh c'Ihss advcrtisintr at no co^t to liimsclf cxcrijt the
-|)ac(" in the papers, and it is niore tlian lii<t'ly that the dealer
IS advertisin-r anyway in tiuse papers, and it is irksome for
liini to ])repare the advertisements. He may not have the abil-
ity, but someone in your iinploy has, and he would be ^dad
ut the ehat.ce of tliis free advertising service that vou would
i^ive liiin.
Vow, we firmly believe tiiat hundri'ds of your dealers will
apply for this service, and the amount of advertising that they
Mould be giving you, even though it is over their own signa-
tures, would be worth thousands of dollars in the eoursi' of the
year.
'i'hen, the faet that they advertise your goods over tlieir own
name, makes them very firm friends to your concern. They
nnist carry your goods, as they in a way become your best
agents.
As ex})lained in TIw Arycnt, we should iiideavor +o make
this a<lvertising coj)y very attractive and seasonable, showing
tlie Ih-ide's Silver for June advertising, Christmas Presents
(hiruig the holidays and various novelties from time to time.
We also propose, iii this series, to get up some novelty
nlvertisements, such things as your Stuyvesant I'ocketbook.
'I'lien we should like to carry this Stuyvesant idea further, and
name a Init buckle 'I'hi' (iotham, and something else The
I'ia/a, or The .Manhattan, — everything that has to do with New
^ nik. In that way we really givi' the local deah-r a chance to
U' t \rw York novelties, an<i tht New York fe.iture of vour
hiisiness will be helped. I'.very little touch that can possiblv
III gi\eii your New \ nrV store we desire to gi\.'.
These ixioklets, as shown, should l)e rotten
li()()KI.l''.T up on jiopular articles, good> that sdl readily,
S1:K\'I('K wliicii should .all be trade marked products.
The idea is to furnish these booklets, with the
1 1 « .....
;•■ .w: r s own n.iiiie on iiie hiie page. gi\ing iiim a chance to se?i(l
til' M' bookli ts out to his customers in his own envelopes witli his
I
in
.m
am
Al)\ l.Kl ISINCt
tijiinc oil tlicin. of course. In that way lie will ho ^-ottliig his
a(lvii-ti>iiio- valuu out of thcin, and reminding liis customer that
lie IS in business, hut the booklet will triat of vour own o-oods
.solelv. Wo indicate duiiimi( s of a few. The booklet scheme
IS to make the booklet look and seem like the deali r's ver\
own. That is the excuse for the dealer's sendiii;.;- the i)ooklet out.
I'lif Argiut, wjien it is [)ul)li>hed, uill s-ieak of a certain
booklet, sample to be enclcjsed with an order blank, so that the
dealer may order in quantities and indicate Just how his name
is to be i)rinted. 'I'here is no doubt but that tens and thou-
sands of these booklets will be reiiuested by the Jealers, and
sent to their custcjuu'rs.
No dealer would lu'sitate to state the superiority (jf vour
floods if he is carrying that line. He believes finnly in your
products, and wants everyone else to have the same faith.
We do not advocate too expensive booklets, or ver}- laro-c
ones. Your distriiiution would be enormous, and the expense
can be kept down to a minimum without sacrificing the attrac-
tiveness of the booklets. The ones that wo show herewith an
not expensive booklets in any way.
MAGAZINE ^^^ ^"^^'^ prepared two advertisements
for magazines, which are indicated on the
ADVERTISING opposite j.age. The strength of your
magazine aiiverti-iiig .s to convince the
dealt rs around the country that you believe in sending tradi>
to them.
'I he advantagt > accruiner from the maga/Ine advertisinir are
of two kinds. one. you will be able to advise vour dtaler that
Air. or >Irs. So-and So has reijuested a catalogue .and ,ask iiiiii
to fohow this paity up. the other, direct sales that vou
can m.ake fi-om your factory. This last can be done in
sections where \()u lia\c no de.sKrs. but conc;rns have even
been known to use these replies to start de.ders where (Ksir.ible.
bv statin.er fji.it .-i s.'i.le could, be !!!'lde. '.\'.\. -.•■v.:]'.:'.:!- \::::y tr:-..-.:!c
r^ . ' ,-s
that are desired after the parfy re(juesting the catalogue lias
been workt-d up to the point of silection. We do not, however,
A 'lYl'lCAL Al)\ J;H'11SIN(; rA.Ml'AK.N
'Ml
,;(K(it';itf llii> as we l)clit ve that you >li()ulcl ncLivL' a portion of
tlic j)rofit.s from (ilnct salis.
It is tii(j cxpriit luc of nio>t advertisers, oxeopt those that
iiM' oiilv general puliiicilv, that iii;i;;a/iiie advt-rt isin<r can be
M) handled as to ])av a |)ortioii of its cost. 'J'hc dialer is
i;iiatlv iiitiuerieed hv this kind of advertisin";.
'J'he magazines are read hv all elasses of people, hoth hy
the consumer and hv the ntailer. You are reachiii'r both vour
trade and vour purchaser, and tiiere is hardly any dealer in the
country but that reads an advertisement. He does it himself,
,iiid he believes that the concern from \\ horn he is buying goods
>luiuld do this advertising. It m.akes him more enthusiastic,
makes him })urchase in larger quantities, and naturallv the
r> >nlt is more business for the concern advertising.
We believe very thoroughly in magazine advertising for you.
It would really be the main ])oint of your whole advertising
1 \pense, and, as shown on the estimate following, the amount
uiuld be very small in comparison to the whole amount of
^iilvertising that you would be getting from the dealers all over
the country, and they will accept the sincerity of the whole
scheme if this magazine advertising is done.
Our idea is to start out with the basic fact that yours is
the oldest concern in America. We woulil show your factoi'v
as it is to-day, not as it was, but as it is. There is no other
sii\ersmitli in the country that can show such an immense fac-
tory and, as an initial advertisement in this camj)aign, it should
hf used. A factory of this size is impressive', certairdy. The
statements that are made in the advertisement are certainly im-
Jiresslve, |)ut W(> could droj) this factory advertisement aftir
iinr insertio.i. and proceed to show cuts of silverware of all
l^mlls, oni- month flat ware, another month hollow ware, and
wliatever seemed to be the thing that was most in vogue, or to
\)v in vogue.
I his magazine advertising gives you the opyxirtunity lo
miiiii,,ii _\,)ur New 1 Ork stores, it makes it ])ossii)]e to men-
tion the New York stores because of the I.itler of Credit. The
I.illir of Credit is the link between tlie dealers and vour New
.'^f!.S
Ali\EHTISL\G
!H"
iii
si
i;t
York stores. It eliminates tlie jealousy of the New York store
by outside dealers, and after a while, instead of calling the New
\ ork stores "display, rooms,"' yon ca,, call them New York
Stores vithont offense. It would !).• hefter to feel the pulso of
the dealers first, l)eforc doing this, and for th.it reason we
advocate the use of the words "Our New York Display Rooms,"
with their separate addresses.
We also attach an estimate on what it would cost to cover
the magazine campaign.
We will speak here of advertising your goods in a general
way, rather than in a local way, because we have treated of
the local proposition more specifically on another page.
For your general advertising, we believe, as already spoken
of, that you should \^\\A\ the articles that are the readv and
most desirable sellers. xXnything new that you get U]) should
be featured,— that is, any new pattern of flat ware cspeciallv.
—and for that purpose we should advocate your using the
magazines such as Munseifs^ McClurc's, Harper's, Ceufur//,
Harper's Bazar, Everi/bodi/s and Cosmopolitan.
exciiaxgf; magazixe advkutisixg.
W\> believe that in the same character of j)ublications, a great
many exchange deals can be made. By that we mean equal
exchange, or better, for the advertising space for silverware of
your manufacture. This would augment your magazine list
greatly, and give you a s})lendid list of publications, and reduee
the cost of the sj)ace matc'rially, as you would get list retail
prices for all this exchange advertising. We should endeavor
to get as nuich of this as possible for you, .■ind believe that a
great deal can be done in this way.
SI'K( !AI, KKATDtKS TO ADVKRTISK IX SPECIAT, IT HIJCATIOXS.
We should like to iMish your Baby Silver, such as the Rahy
Spoon and other things that you make for babies, in pubii. m-
tions like Ladies' Home .lounuil. Delineator, McCall's, n'oimui's
iit.-::;i i^ c; ,;'ip;; ;ii(i!i aiiii i i i/ii.Mi\ iipir.
The pewter we should like to feature in sucli publications as
-■^.-■oii.:^
A TV1M( AI. AI)V!:i{TlSIN(; CAMrAKlN ^f--)
Ldilics' Ilnnic JoiinuiL (iooil Ilonsckecping, Country Life, De-
Hiicdtor, Cniftstniiii, House lirautifid ••iiul Siihiirhan Ijfi\ for
ur hclii'vc tliat tluTc is m great illU^c^t in {irwtcr all over this
(iiiiiitry to-day, and tlusL' })iil)licatioiis would bring enough
liii>iniss io you to more than pav for tiiciiisclvt's.
We i\v not advocate ;i very large amount of advertising in
(luect fradt' [)ul)lieal ions like Jrurltr\s Ciiriildr and Kcifsfonr.
\\v think that the less of this that is used the better, because
lh( magazines themselves go to the trade to a larger extent,
and the trade p;i|iers can i)e handled in a very judicious way,
since tliev are always seekiii"- business.
Vou have also another profitable branch of your business,
and that is the C oninuinion Ware, and we should advocate
spending for this a small amount of money in a few publications.
.\ 'J8-linc (i>-incli) advertisement has proved to be quite i)rofit-
ilile, and this advertising can ])e done in the following list of
pipers: — Interior, Congnff-ntionalisf, Christian Advocate,
y.'iDii's Herald, Christian Work and Obsenrr.
h ■
rrxcTioNs
OF "THE
ARGENT"'
The Argent is primarily a house organ
for yourselves. This i)ook should be scut to
all your trade once a month. It should
contain a certain amount of interesting
trade matter. By that, we mean what the
factory has Ijcen doing, what class and kind
of goods are selling readily. If possible, make the booklet full
"t helpful suggestions to the dealers, but the main feature of
'flic Argent, to start with, would be the interest created through
till advertising service that you would furnish the dealers.
l^ach month we should give them a seasonable lot of advcr-
ti^' ments. That is, in the May issue we should feature the June
\N"lding Silver, and in November would be the holiday sug-
i,'f>tions for Christmas. Then, when you make a new pattern,
"1 have it ready to place on the market, — a new dinner service.
■ .... ,_»>4.^t ,>i^, u» n, ,11,. ,,,n ..,ni jjctLiciii, Liicse cuuiu Oe
ill >trated. Your novelties, also, would be shown from time
to time.
vw
J270
ADVERTISING
Enclose an order l)l;mk, a.sklii<r for orders on this now pat-
tern. Urfje the dealer to stock because certain of the niaf^ji-
zi.u's will contain flic advertisenunts ot" this new pattern, and
it is the e\])i ricnce of' others Miat these mail orders will pay in
profit the co--t of' tlii-, rtt'oft.
It would not lie a liad jjlan to ^et nut a Pewter N'uinher. In
fact, 77(c Ardent Knds itself fo i very different departnuiiL of
^our business, and would be an intelligent, silent salesman.
We sliould natur/illy sjtiak of tlie booklet service, calling' at-
felllion fo till' booklet that Wiiiild !»• enclosed, and the ofi'i r
\v()nld be made to piint the de.di i""> name on the booklets, with
the riMjUcst that he >i lul in tor a cert, in (|uantity.
The inat;-a/ine ad\crt iscuicnl s uouli' aNo be I'eproihiced in
77((' .//•(/(■///, arid a li^t of the niaixa/ino whiu'c the ad\ei-ti>r-
metit will ajipcar. 'I'hls has a mi'v w hoKsome t'ffect on the
dealer^, liecauM' it >how> iheni tl.ai \on are reallv pushinj^ vonr
own o-oods and cndc,-i\ orine' to ^'et the consumci" into his stove.
It >ho\\,s that \()u arc a^kint;' 'miu, to be sure, to s|)eiid soine
money in hi^ loe d |ia|Hi-s. but ii i>o indicates your willin^nos
to do the s,iiiii in niair;i/iiics.
Then He should siiyo'est s|iccilic ser\ ice of advertisement-,
freafinir spicial cases in a s|u ci.il wav where the stock ads will
not apjily.
After a little while, the ihaK rs will write, fellinir how nnuli
they like the dealii\ own sp ice advert iscuKnts. and the special
.id\ crtisenunt s. and uhal IIh ( ll'eci had been on the l)Usines-i,
also what ell'ccl flic booklels h.ul on the liusiness. Colli
spiMldellCe \Nould natui'alU result, and wlielC these letters (irf
^■ood. tin v (ould lie j)rinti(l in 'l'}\f .[njiut. This method will
persuade oth( rs to adojif this fii i adverfislnj^ service.
'i'/ic Ai(ftiit could also in\:te deal( rs to make sufr^est ion-.
We sliouhl get up a frit ndly contest amongst your dealers in
preparing adverriscmcnts. We sh<Mi!d print fheir MdvertiM'-
menfs ill Till .tii/int. ami ask t"or crllicisuw. e\erythini; ui i
\erv iVIeiidlv wa\. and there cerfain.lv would be some lively
Iiiai'fl a |>pc a lilii^ iioiii aii o\t'r liie iouiiii\, tmi iinii v..:;;-;
^"^
A TVPR AI. ADVERTISING CA.MrAKJN ^71
lie iictivc interest in The irrjent because of the jM-rsonal iii-
ti rest each dealer would feel.
Then TIu- Ari^cnt could lie used to explain the Letter of
<'redit, and could he used to n (jue^t the dealers to apply for these
letters. \o matter if sonic of th,. n-ood thin<^s that would he
tdvocatefl hy 'I'hc Ar<:ciit ;ire a(lo{)ted or taken hodilv hy vour
eonipetit(U-s. 'I'hat is the ptrialtv of succe.-s, hut IN.ineroy
did it first, and vou have distanced others iiy hcinu- ficst.
'J'hen the stnel car service coidd i)e oli'ered to the various
d. .ilrrs, to [\\n>v who po.>lii!_v do not care to Use the local papers.
'I- use the hooklets. hut uho helie'e in street car work. The
Argent \\ill show reduced rrpioductions of these, and offer as
many cards as desired, and all this is virtually free advert isin^r.
The hooklets will cost much less than the dealer's cost of
'ddressiiii.- and {)ostarro. The electros or de;der"s own space
.HKertisements will eost less than the dealer will have to pay
fur the sj)ace in the local papers hy four or five time, or more.
Mnct car cards are cIk.-ij). ;ind street car space costs at least
III cts. j)(r car per card per month.
Taken altoj^vther. The Ari^riit advocates advert i-infr I,v the
i xal d.aler v, ry thoroughly, n-lves him an id.'a as to what is
^ il'l"''""^;" ''it vour own factory, what new thino-s arc heinj;
introduced from month to month, explains the i^ovel features
"f the Letter of Credit. ol!\ rs hooklets and is a constant re-
iiiiiid( r of the fact that roiiieroy makes sjh ,.|•„;^,.^,_
^. I'.xeiNonc of wealth visits New ^'ork at least
■""'" 'i''"' diirinn- Ihc \car. one or more times
■^ No mailer uliat the distance is, they come her.' i.-c-
cause Ncu York sits the pace in this countiy for
I ' hioiis of everv smi.
Advcrti.sin^r that is d,,ne os,,- ;he dealer's name, rvrn in a
' ry remote place, is .seen hs the wealthy persons of that place.
I!:'sc men and uom.n t;iay purchase immrdi.ite m .ds in their
OMi town, hut for the ev.lusixc or lar^^rcr or hetter purchases
iliey come to N, w NOik.
i
Al)\i:RTISIN(i
h '-
I
m.
k
It is estimated tliat there are ."iOOjOOO stnin^ers in New Yor'
everv (lav tiiroughout the viar. 'I'licv eoiiie from a;! over tlie
count rv. 'I'ifl'anv iV Co. Icpctid luaiiily on their in,ii;aziiic ad-
vert isiuo- to iiitliienee thise people, alt'noii^-h not alto^i'tlier.
Tliev di> spend nioiHv in cities, advertising their oidv store, in
("In'cajj^o, St. Loni>, Dnivcr and many other phiccs, but tlicy
spend their own money to do this.
^'oii are hound to reap a twofold henefit from all tliis adver-
tisinj;- llie ioi d d(aKr>' advertisements, the ina^a/.lnes, l)on! let
(hstrihution and >l reel car card^. You sell the local dealer, and
vou have New York stores. The dealer in the local towns will
he payin<^ for advertisinir in local papirs, and this man is send-
iiifjf hi> hest trade to ycair New York stores. lie lias the Letter
of Credit, and that !> additional levi raj^-e th.it you arc using in
ohtaiiunei- his lulp.
New Y'ork })eople do spend money freely, but tliey do not all
spend money every day. Wiien the visitor comes, lie or she
spend:; monev every day. That is what lie or she comes for.
All active local camp.iign In cities and tovxiis will and niu^t
bring jnople to voiir stores in New York. The local dealer, to
he sure, is a pa'-sixe agent in lhl>, but it is true that he is in-
tluencing hu-iness to your New ^'o|•k stores, and presumalily
vour I'"iftli Avenue store, that biiiig nearer the visitor's proh-
al)le hotel.
In your New York worli, wc should not advocate a vi ry larejo
expenditure of money. We should advocate sonietliing like
.*.■),()()() this coming season. Tlie nsiilt:-< of your last season"-^
work will show whether or not the id\erti>lng was desiraiile.
and we belie\(', from appearanci> and t"roiii the large numln r
i)f people tli.it voii had call at your -tore, thai lhl> advertising
was better than aii\ done pn\lous|y. It i> onl\ fair to .i!
tribute --onie portion id" I h. large nuinlier of jieople to tin-- ii' "'
•»tvle of advertising. 'I'ln> amount of money «ou!d !»' men'
tlian ample to cover the jiapiTs here.
We sliould (idvncnte yoiir sendmrr out Hride's Hooklefs, a -.aiit
pie of wh.jch «e show on anotlier page, ,and --ome ratlnr snappv
little letter';, but one of the best things that can In- done
A TVriCAL AD\ ERTISING CAMPAIGN S>73
i^ to aclvcrtise "Sales Not Advertised," not in those words, but
^Miiutliin^r similar. In other words. <rive your ehar^e eustoniers
.1 rare opportunity to liuy sonietliiiinr fr,,,,, you at attractive
[inces, 'i'his will ai)i).ai to your New York eustoniers, for the
I'M.lisli millionaire is etrtaiMJy in the minority liere, and the
>.ime tlirift is found in New York as in Boston.
Tlie papers that we u.^rd this last Fall are as ^ood as anv
that eould he selceted, the list hrw^ the Xn. York IlcrahJ,
IVnrlil, Times; Eve. Sin,, lirookhm E(i<:;}c, lArmiig Post and
liihinic. 'I'll,, weekly jiapers were Aiiurhnn Ilihreic, 'J'ozen
tV Coinitn/, Bruckh/n Life, 'J'ou'ii. Topics, Vo<^r,u- and Armij t^
,V(/rv/ liegi^Ur.
l-QUIl'.MKNTS
FOR YOFR
SALESMFN
Wc would sun-frost that you have hooks
Rotten up for your salesmen, instrueting
them as to what your advertising plans
are for the eomir.g year. Show in this
hooklet tile d( alir's own spaee service,
ready-made advertisements to be use<l in
die local papers by the dealers.
'I'he m;igaziiie advert isdiients wouM al>o be shown in this
' '^' ■i"'l 'I hst of the magazines fjiat would be used.
Let the salesman tell the dealers that they will receive 'I'hr
. I '•-.»/ once a month, and that it will contain novel and helpful
suggestions in the trade way from the factory. ,\lso go .as far
■V you like in telling about this ad\(rtising c.impaign, but
«( think it would perhaps be Just as well to confine most of the
talk the salesman would make to the sample advertisements of
the local dealer, the sample street car car.ls ,.,,,(1 the m.igazine
iiHvertising.
The salesmen, from all indicatl(,ns of your plan, shou'd be
ftlile to secure laig.r onlers from the d. ,ilt rs. p.rhaps i,, staple
Imcs as wdl as in new things \ ou ar( makmg. b(,ause this
|i'lveHisirig cunjiaign will !,.■ \.ry aggressive and very active.
I lii inaL^azille .adxert IsIih.- (Ill) ,,>,■ ,.,.,, 4 !..»., .1..!..^ II
•IS
Ime an .ffeet on the dr:i\ry b.vause the deal, r himself realizes
that the eonsumer is greatly intensted in the magazine adver-
IV- I".
2T4.
ADNKH'IISING
tisemcnts, and i-; influciurd to l)uy cirfiiiii mamifarturors' goods
l)_v this iiia<raziiie advirti>iii<i;.
'I'lie saliMiicii could also spi ik of tlio various little hooklrf-.
etc., that would he n-ottrn out. ;;ivinu,- the dealer the chance to
see that we would a|)|)eal direitlv, through the-^e ]iel[)s, to ]v>
own tradi\
'I'aken altof^-ether. it will make a very interestinef topic for
the -alesmen to talk on. and will Indicate a spirit ot" husinev^
;in-n-|-(.ssi\('neNS Oil \our })art, and all tins ou;j;hl to pave the
wav for lar^^ r orders in more varied lines and increased husines^
from t\ei'v dialer.
A f^reat maiiv up-to-date concerns are doii!n; tins tliin<:; to-
dav. liv that we mean advisiuir tlK'ir salesmen as to tmir
plans for the future, for the concern's salesman is the irn>att>t
advocate of advertising fovuid an v where. lie knows how to use
this sort of arginncnt, and how to use it well.
PART II
BUSINESS CORRESPONDENCE
CIIAl'TKR 1
Tin: AHT AM) ITS PROBLEMS
1. liiixinc.s.s cones pondciicc in fonrcr iimcs. — It lias
heen only in recent years that one could spcak
of an "Art of Business Correspondence." Not only
would the idea have heen scoffed at formerly, but in
reality there was no such thin<r, ]Jusiness nr^n wrote
letters, it is true, but they generally re^'^arded them as
formal communications, which had to be exj)ressed iji
certain set i)hrases. Very frecjuently their chief value
was as records of transactions, the "black and white"
of it. As tools which ini,i,dit be helpful in the conduct
of business, their use was almost unknown.
This was only natural when commerce was not such
an extensive affair as it is to-day, and the idea of trans-
.iclin^r business with ])eopIe all over the ^rlobe was un-
ihcamed of. Rut even after the lines of communica-
tion had been established and the mails were made one
the ^rrtatest avenues of commerce, the art of business
rrespondencc la^^nMl l)ehind in the ^reneral improvc-
nicnt of the machinery. The ^rpeat mail-order houses
uliich were amon^ the first to reco^nii/.e the possibilities
nt lli( new way of doin<r business, relied chiefly on the
[•ictorial art for increasin^r it. atid other concerns which
extended their reach to jnore than a local patrona^a'
jiL-;....;._.;. j-jI!..,! i... «::!.-;., i'--\\ ...!-...,.!.. .^.. ..i' il...:_
•-"•'''••''- ifclilVvi *>* itti^v 1(111 ■i\i«<iii(<i>'t •'"»! I'li'ii 117^ VIX It ^
(■II
> » I I : K 1 1
I
^1
Jl
. ];i«'S
•JT6
Bl'SINESS CORRESroNDENCE
tunitics. The letters were still for the most part mere
makeshifts, not tools.
2. Old methods of instruction.— To what extent this
faet was the result of the teaehing of hnsiiiess corre-
spondenee and the text-hooks on the siihjeet ean only he
eonjeetured. At any rate what little instnietioii tiiere
was dealt prineipally with the meehanieal forms of the
letter— the salutation, eomplimentary close, etc. The
hody of the letter was also made as much of a median-
icarform as possihle, and models of various kinds of
letters were ^iven to he rigorously followed hy the
student. These models most frequently hegan and
ended in some such way as this:
My Dkar Sir: —
Your favor of tlic li3tli inst. received and in reply would
say : —
(Here follows the rcplv with a wealth of "hercwltir's, "herc-
l)y"«, "pursuatif's, etc-.)
Trustiiif^ to receive an early aiul favorable rejjly,
We remain,
Your obrdicnt servants,
JONK.S & Co.
That kind of letter writing' could ohviously never
hccotne more than a poor crutch to husiness. And yd
many hooks oi' very recent date encoura^'e it. For
that 'matter, too, some of them give models for letters
of condolence, love-letters favorahle and unfavorahle.
and the like. Such was their idea of correspondence.
'.]. aroKth of till- art of business correspondence. ■
It was not in the instruction either of schools or of
hooks that husiness coirtrsjioiuK iUL ;;vgr;ri lO- i>e rec-u-
nized as an art. It was in the actual practice of husi-
II
THE AHT AND ITS PROHLEMS
ness men, and as usual it came as an outgrowth of com-
petition. The struggle to get new husiness and to
keep the old, since much of it was done hy correspond-
(iice, necessitated improvement of the methods. Xat-
ura'ly those men who wrote effective letters had an ad-
vantage. Of course there have always heen numerous
reasons for the success of one firm and the failure of
another, but among them the ability to write good letters
or the lack of that ability assumed increasing impor-
tance. It u safe to say that at the present time nine-
trnths of the notably successful business men and
l)usiness houses of the country pay particular attention
to their correspondence, and strive to make it reach its
possibilities of accomplishment. Business correspond-
ence is recogni/x'd as an art.
Moreover it is now being studied and taught as an
art, although its development has reached only a limited
stage as yet. Trade papers are beginning to devote
sjiace to it, a few books of advanced type have been
published on the subject, and a few schools have taken
it lip. It is still in a formative stage, and much remains
to !)e done.
k PiirpoHC of })iisint'ii.<t correspondence. — In consid-
( I ing business correspondence as an art, we shall do well
til consider its pui-poses, in so far as these differ from
those of other l)rancbes of Knglish composition, and see
iiist what our problems arc. This done we shall be
III iter prepared to choose the means we shall emj)lov to
efl'eet the purposes and solve the ])roblems.
Ill most iiranchcs of Knglish composition the purjxise
is ritber to instruct or lo amuse. W'c jxisscss knowledge
th-it we des!?'e to iiuDHi't to otb.er Deonle. or else we !ui\'e
siiii or heard sometbing that interested and entertained
Us and desire to shai'c tlic feeling with others. Ob-
i
m
27H
BUSINESS CORKKSruNDKXCE
m
•1
: ^ us
li I
It?-
it,
vionsly neither of these purposes is uppermost when
we are writing' a })usiness letter. Either or hoth of
tlieni may be elfeeted ineiclentally; either or hntii may
be helpful in aehieving- our main purpose. Indeed, wc
shall find that in eertain kinds of letters they are ot
great im})ortanee. ]Uit praetieally all business corre-
spondenee is written with the view of obtaiuiug })rofit:
that is its prime pur])ose. All others are seeondary to
this. And the best business letters are those that with
the most eeonomieal expenditure return the largest
margin of profit to the sender.
It is true that not all business letters are written with
the purpose of obtaining an immediate money return.
Colleetion letters and sales letters obviously do ha\e
this as their direct intention, lint when a man sends an
order for goods, when he answers a complaint, when he
applies for a position — in all these and a dozen otl:er
cases he is lii-:ewise aiming at a result that shall be com-
mercially protitable to himself. Ilence we may safely
say that business correspcnidence is distinguished from
other branches of Knglish composition chiefly by the fact
that it has as its main purpose, profit.
l^rofit necessarily involves action. A glance at tlie
deri\ation ol' the word alone ^^()uld be enough to assure
us of this, if common sense and the maxims of the com-
mercial woild wei'e not also at hatul to help. For tin
word is deri\ed from Latin words meaning "to do" and
"lor." We want men to do things for us that means
])rolit. And lo act'omplish this we write letters to thciii.
use the ilexibie and powerful weapon of the Knglish
lanouagt' upon tluni. It h;is been well said that busi-
ness I'oi'respondence is the art of using v.ords "so as t(»
make men do things."
5. 7'(.s/ (if (I /(//(•/•. --This (piestion of piu'pose is in-
THE ART AND ITS PROBLEMS
27!)
■> m
^istc(l upon at this len^tli because tliere is frequently
;i tendency to l(Jok iij)on a letter as a production which
may have merit in itself, apart from any effect it pro-
I luces. The real test, and the only test of a business
letter is this: Does it make your corresj)ondent do what
\ou want him to? Does he responds
In this connection it is well to bear in mind another
(iilference between letters and other forms of composi-
tion. A letter is ordinarily directed to a sin^'le individ-
ual. Frequently we see letters that remind us of the
piayer of a noted clergyman which was reported by
Diie of the newspapers as "the most elofiuent ])rayer ever
addressed to a IJoston audience." It is possible for
k Iters to suffer from similar misdirection of effort. It
is j)ossible for them, too, to be effusions that sou!id
well — so ^ve\\, indeed, that we find in them no other
dl'ect.
A letter should be regarded as a tool or a machine
wliich has definite work to do. Xothin<i' must interfere
w ith its ability to do the work re(iuired of it. A machine
may be a very handsome and interestin<^ affair, but if
it doesn't do the work it is cast into the junk-heap. A
li Iter that is merely "artistic," a tissue of fine-sounding
words — an end in itself — should likewise be cast into
tlic waste-basket iristcad of being graced with a post-
.itic stamp. The waste-basket is its ultimate destination
anyhow.
'I'he ])roblem has thus become delinite. Somewhere
tin I'e is a man whoni we want t(^ do something for us.
1 liis we e\))eel io accoMq)lish by means of a letter. We
aiv going to write a Utter which will do the wofk, and
'>' have no other test for the letter than its abilitv to
tin it.
ti. Tlic ncccssil// of conviction and jwrsuasion. — The
'fS
•J so
BUSINESS C'UllKKSPONDEXCE
:i :iii
prohlem is fur from being- as siir.|)le as it souiuls.
In a way, it is more diflicult than those of the scientist
or tlie novelist wlio aim either to instruct or to entertain
their readers. For it is easier to do either of tliese
tilings than to incite to action. Tlie old saying that
"you can lead a iiorse to water but you can't make him
drink" has its application here. The mere inertia of a
man makes it necessary tiiat some force be used to start
him into a state of activity. I lis reason must be affected
to convince him that the course of action we propose is
wise. His emotions must often be touched to persuade
him that the result of this action will be ])leasurable.
Frecpiently, too, he has prejudices that must be over-
come before he will act.
Tims it will })e seen that the art of the correspondent
is similar to that of the debater or the salesman. It
combines the necessities of conviction and of persua-
sion
The manner in which conviction and persuasion are
used varies greatly with the kind of letter, and will
be discussed in connection with the separate kinds. But
it may be taken as a general rule tliat the two processes
furnish the chief means to inalcc men do thinff.f.
Of the two processes, conviction is by far the more
imi)ortant for o-ir pur))ose. Without it, the other is
useless, for a business man is not likely to be greatly
affected by what is coinnionlv called "hot air." lie
wants facts, and conviction is a matter of the clear and
forceful presentation of facts. "Facts are like bullelN:
there is no dodging them." To cany the simile a little
further, persuasion alone is like a blank cartridge: it
makes a good deal of noise, but it does not reach the
niai'k. Thei-efore this treatise deals mainly with the
proper j>resintation of lacts. What kind of a presenta-
Tin: ART AND ITS PKOHLEMS
2«1
lion is proper is a qiu-stlon whicli involves a multitude
of considerations, some of which may hriefly he 'xamined
here.
7. Corrcsjmndcnt and salc,sman.-~\ comparison has
heen made hetween the task of the correspondent
and that of the personal representative of the company,
or salesman. The correspondent's task, of course, pre-
sents immeasurahly the crreater ditHculties. In addition
to the diiliculty of gaining a hearing there are the diffi-
culties of holding the reader's attention and of answer-
ing the ohjections that may arise in his mind. There
are other difficulties, too, so obvious as hardly to need
(numeration. The mere fact that the correspondent
must depend on mere words in cold black and white
seems at first to put him at an insuperable disadvantage
when compared with the personal interviewer.
This, however, is ))y no means the case. Business men
aie apt to trust more to their : s than to their hearts,
under the ])k,ising impression lat the former is hard
\\ hile the latter is soft. Ilenoe they frecjuently have a
wholesome distrust of the i)ersonal representative, while
they welcome a written communication. Ano it is true
that the letter does expose the truth or falsity of an
argument more mercilessly than the salesman. But its
\< ly weakness is its strengtli. The adage "sell in per-
Miti, but buy by mail." is so well recognized that the
iv\erse may be an -/(lually good rule to follow. At any
late those who have no deception to practice are not
likely to be greatly inconvenienced by the fact that de-
n ption is more dillieull in a letter.
«. Lcllcrs and talk. — Because a letter is in a sense
intended to take the place of a j)ersonal conversatio!i,
till statement is frecjuently made that a good business
Ivtler should be as much like good talk as possible. To
■'H
\ mm
'28-2
BUSINESS CUHHKSrONDENCE
fr-i
m ■
■ ii
some extent this is true, but it is l)y no means literal
truth. Written words have far I'rom tiie same e fleet as
spoken ones. Many sentenees that sound well enou<^h
when sj.oken are erude in the extreme when set down
in hlaek and white. Moreover, talk is a leisurely affair
compared to a letter. Here jverythin^ must he con-
densed. There is no room for lon^- winded explana-
tions. The faets must stiek out so })lainly that they
can't be missed, and they must be set forth in language
that is unmistakable. Heal talk transferred to paper
would be tedious if not grotes(|ue in many cases, and in
ahnost all cases, it would be ineffective.
The grain of truMi in the statement is the fact that
the letter should not appear stilted or pedantic. For
that reason the use of colhxiuialisms and informal ex-
pressions is often desirable. l?ut this is only one of
many little devices that may be emjjloyod in writing a
letter tlu't will give a man somewhat the same imj)res-
tion that a talk with liini might. A fuller explanation of
these devices will be given later. Talk we do not want
in a letter; what we want is to ])roduce the effect of talk.
More than this, we wish to give the effect of our own
l)ers()nality and make the reader feel the influence.
The letter is our l)usijiess representative and it must as
nearly as possible produce the same effect that our own
])ersonal contact would. \Ve cannot afford to disregard
the |)ower of ])ersouality. Many letters do this by ein-
])loying simply a string of stereotyj)ed expressions and
phrase-book sentences. Others do it by a stiffness and
lack of flexibility that treats all kinds of letters alike.
Little success can follow the use of such means. Nor
can good come of imitating lettei-s, much less of using
set forms. For that reason, models are s])aringly used
in this treatise. The letters that are included are solely
TIIK AUr AM) ITS ruOIU.l'.MS
lis; J
for the i)iir|)()sc ol' illustration. Tlu'v arc not intended
as guides.
!). I ht prcssion vcrsuff (wprcssion.—'Vhv importance
of this warning, and indeed the siiiiiifieanee of all that
has heen said al)ont the uritino- of husiness letters, niav
he hcst suniined up hy saying- that the purpose of a let-
ter is not iwprc.ssioii. hut impression. What the writer
says is not the test; the ])<)int is. what does the reader
•ret ? The message must he conveyed to him if he is to
act in such a way as to ])i()duce jjrotit.
Theoretically, of cou'.'se, all Knolisli com])osition is
intended to convey ideas and feelings. Practically,
however, few persons think of anything- hut ex])ressing
them. They are more interested in f'orniin<r a "style,"
and they accept the old definition tliat "style is the man
himself." (This is really a nn'scjuotation of the ori<^inal,
which meant "Style is of the man.") In i)usiness let-
ters the writer sliould not concern himself with style as
such; he sliould he thinking- of the reader and of the
message he wants th.e reader to receive.
In })ractice what does this mean:' It means that every
Utter should he adapted to the character and mind of
the reader. The ideas must he such as he will nnder-
stand. The lanirua^e and tone must he such as lie
would use. Kverythinix that enters the letter should l)c
chosen hecause it will he most likely to ai)|)eal to him
and impress him. rnlcss you write the letter in this
way you are in tiie position of a wireless operator whose
instrument is out of tune with that of the receiving sti*-
iinii. 'S'ou must tune up with it., adjust to it, or the
iiK ssaye will never reach its destination and can pro-
flnce no results.
10. Adjust mciit ill lilciuir// com position. — This fact
Will perhaps l)e clearer if you consider the work you
a
t,-l
284
BUSINESS CORHKSPONDENCE
t
must do to read literature with enjoyment. You know
that you must adjust yourself to the writer. It' he is a
forei/xn author, you must learn his language. It' he is
one of the older Kufj^lish writers, you must have a glos-
sary and ex])lanatory notes. Often you must have
knowledge of his field. Von must know something of
the Scoteh dialect and Scotch customs to read Burns;
something of British jxilitics to understand liurke.
This is not all Every author demands not only a
certain knowledge on your ])art, hut also a certain
mental or emotiojial adaptation. Long ago you learned
that the taste for C'arlyle. liuskin, Thackeray, (ieorge
Kliot, Emerson, or any other writer of strong individu-
ality came only after hard work on yoiu' part, ^'ou are
willing to give this hard work in order t(» receive the
messages of these writers. Vou know that you must
make the adjustment or it will not he madt. and that
the reward is worth the toil, l*erhaps you prize it the
more highly hecause it is hard won. Sometimes, how-
ever, you gi\e up in dispair and throw the hook aside,
saying, "I can make nothing out of this." It is j)rol»a-
l)ly true that husiness men would read the classics more
if the mental effort rttjuired on their part were not so
great.
That is otic rt asoii why husiness men look to i!ie l)o|i-
>dar iu\\sj)apeis and magazines foi- tlu ir littrarv en-
joyment. Here the |)uhlishers, who are dependent oti
their eirculatioi! for a li\ing. ha\i' made an attem|)t to
find out what their I'laders want and to give it to tlieiii.
Most of them conduct tests and itncstigations to dis-
co\cr what tlungs tluv p:i!)lisli are well reeei\('d. hi
till- same \\:[\ the w riters of hest-seljing no\( Is are cater-
in > !• \i I till' ! > ! ! ! H ! { ' . 'A'A ! ! ! S ! ! ! ! ."' ! ( ! it.
II. Ail'iHshm nl in Ini.simss i:(>ni'sv()H(1t'nc('. 'V\n-
THE ART AM) ITS PROBLEMS
285
adjustment made l)v even the magazine and newspaper,
however, is oiily partial, and it is not so neeessarv for
their suecess. In hiisiness eorresj)ondenee it is all-iin-
|)ortant. The reason for tliis is that, although the reader
may adjust liimself to the writer of Hterature, he will
not adjust himself to the writer of a husiness message.
When a man is trying to get money out of us in one
way or another, we do not spjiul any great amount of
time and energy in trying to eateh his ideas and feel-
ings, lit' must come to us and must n'eet us on our
level, not on his own.
This is true to a certain extent of advertisements.
The difference l)etween the copy in advertisements of
W'rigley's Spearmint (ium and that in advertisements
of Packard automohiles comes largely from the ditfer-
I'tice in the ])eople who are to he reached.
Hut every advertisement, however poorly constructed
;ui(l adapted, is likely to aj)peal to some one. It may
lint apj)eal to the largest numher, hut of the thousands
\viio see it some are sure to he of the right character and
in the right mood for its message. With the letter no
such selective process is ])ossil)le. rnlcss the letter
ii Mchcs the ])ei-son addressed, it will reach no one. A
iMKirly adjusted advertisement is only less etlicicnt than
a good one; a poorly adjusted leiter is entire waste.
Adjustment nuist he eonij)lcte.
This adjustment or adaptation must cover at least
tliiee points: the character, the language, and the mood
1^ the person addressed. The character of the reader
M ly he learned fmui the leltir he writes, or frttm his
' i-iuess position, age, nationality, cri-dit-i'atmg and a
\;uietv of other faclois. If he is conser\ati\e it tiiav
!" siii)i>oscd tiijit a i'jurlv l<>n.<2\ correel aiid !(M'!nal <•<>!>!-
iiHuiication will not he uridesirahle; if he is progressive,
:iS()
nrsiNKss ('()hui:sp():ni)i-:\cf>
11
I
a short. sna])]\v appeal will he more likely to <jet a re-
sponse, 'i'hesi- are only u;enera!izatioTis — the distiiietive
(lifVereiiees of nun are iiinuinei'ahk'. The important
thiny- is that the a'ader should I)e ke])t ill mind; his point
of \ icw should lie taken. I'"i(;m "Dear Sir" to '■\'onrs
truj\ ,"" e\(ry idea should \)c such as would impress him.
'I'lu adjusluiciil in Ian<4'ua<^e has heen partially eov-
ered 1)\- our discussion oi' '"'ralk." and will he more I'ully
exjjlained in the chapter on "Words." In ^'eiu'ral, the
words usid must he in tlie readei-'s voeahulary. A cer-
tain tohaeco firm j)roduein,u: a very eheaj) hrand that
hore a lon<^ name and a trade-mark ])ieturt.j of three
'loiTs found thi.t its l)u\ei's called it "the how wow to-
hacco." They t(tok tlu' hint and changed le name.
They adjusted to the lan^ua<^(' of their prospective
huyers.
The adjustment to mood is largely a matter of emo-
tion. If the readei' has complained of your <i,<yo(ls, he
will not he ris-ponsixc to the same message that would
appeal to a j)erson who is friendly or even neutral, 1 1'
he has just enlarncd his store or adoj)ted automohile
deiixirv. you would r)ot wi-ite to him as you did when
he \v;is hurru'd o\it. I*A( ryon< adajtts his message to
Ihc mood of a frimd when writing' a social letter; why
not in husiiicss^ The dcj)artment store in a small city
sends a letter hy way of welcome to each family tli;il
mo\( into the vicinity. When a child is horn a sa\in;4^
hank sends a letter to the pan nts In hoth these cases
advantage is taken of a temporary mood, and husiness
is increased.
We have s])okcn .-it h iiulh of this a<rpislm( tit to the
readt r heeause it is the most imp"i|;Mil disluiet'ion ln-
♦ wj.j.i! li! i.,!!!'. ss {•(«!'!'''s>)< .'! idel'.ee ;ind otjier forrns ot writ-
in^. It is the most important tinner to lie M;ained, hut
THi: ART AM) ITS IMIOHLKMS
287
is usually the last to he learned. Nevertheless, it sliould
he kept eoMstautly hel'ore iis as an ideal, i'or tlw CiohJcn
liulc of h'tfir-tcrifinf/ is (uhiphifion io the reader.
r_*. Iloxc to Icani to -iisrile l)us'iu(:ss- letters: — This,
then, is the way to learn to write hiisiness letters that
will hrin^- ])r<)fit. First, reiiiei-iher that a letter must he
indued hy its results, and not hy any erilieal standards
(if rorni. Second, i-eineniher that the impression \ ou
wish to eonvey is conveyed only when you have the
reader constantly in mind and make a sincere attempt
to adapt yourself to him. Third, find out hy analysis
what <|ualities liave distin<^uished suecessffd letters in
the ])ast atid what principles liave heen used to ohtain
them. I'ourth, praet'iee.
Practice is the most important })art of anv art. In
husimss eorres])ondence it may he made eviii of greater
\ .ilue than elsewhere, heeause the results of eai-h j)iece
'if work can he tested and cheeked uj) and can tlun he
used as a "uide for future use. Much can he learned
iVdin the experience ol' others, hut more can he learned
imm your own. And as every letter offers a new proh-
|i III, it is hest that you have in mind only certain finida-
nirntal j)i-ineij)les and ^'■eneral methods which \ ou can
i|)|)ly in your own way to the solution of \o\iv own
j>t(ihlems.
In the sueeeedinn- eha])ters tlie imjxirtant fundamen-
t li princii)Ies and methods will hi' set down and illiis-
tialed. 'IMiey will then he ap])lied to the more impor-
tant types (»f letters, 'i'hey will hi' \aluahle only if you
kei'ii in miml the ali-important fact that the construc-
tion of every lelti r di pi nds upmi tlie reader. J'rotil
from him demands impression on him.
§■
WMy
CIIAPTKH II
TIIK FTVK rs OF BUSINESS CORRESPONDFATE
13. Ksscntial (jualitics. — Tlic fact that liiisiiicss
Krifrlisli is (lislin^niishcd from other forms of composi-
tion chiclly by its more careful adjustment to the reader
makes it more (hthcult to kiy do"'' general rules for it.
No two classes of men are alike; wo individuals are
just alike. There are certain appeals, however, that
reach nil human hein^^s; certain others that reach all of
a given ty])c. Ikfore we discuss any ty])e or individual,
we need to know what ([ualitics ajjpeal to all human be-
ings. Wq shall then be al)lc to find princij)les that will
hold good for the great majority of business letters.
Analvsis of successfid letters shows that the favorable
im])ressions they make are not in all respects alike. But
certain ((ualities arc common to all, and these may be
regarded as the essentials. For convenience we call
them the Five Cs.
The Five "C"s" of business English arc: Clearness,
Correctness, Conciseness, Courtesy, and Character. The
nature of these <]ualities is not fixed, of course. All
(jualities are relative. Heat, cold, bardness, softness,
beauty, uglincvs. and so on have a meaning ordy win ii
♦ ••L-."!'. !!• r!'!.!* !!!!>. !(> s')i!!e stundiifd. Nevertheless,
everyone has a fairly definite grasp of Www meaniii>{.
rm-: five ( s of bisiness ( orrespondenc e ^hj)
If. in adiiition. v.v rcmcinhtr that tlic standai'ds used iti
,iiid^'iiio- tlifsc (iiialitics arc the reader's, wv shall not i^o
far astray.
11. Clearness. — First of all in iniportatiee is clear-
ness. ]?y this we mean that the leltei- should he w ritlen
in sudi a nianntr that tlte whole meaning- nijiy he und' r-
slood and, uliat is more, that the meaning- cannot he
iiiisuJidcrstood.
Tlic necessity (d' this (|uality is self-ex idtnt. And \ et
iii.uiy lelti'rs are \\ritten daily which lacl; this primary
r((|uisite. I'rom tluni a iari^e sliari' of Ihe husiiiess dif-
licultics arise, for thei'c is no cause more ))rolilic of husi-
iiess disputes than misunderstandings. And as in let-
1< i's these n)isundcrstandin<i's arc hard to correct and
involve delays and annoyance if not woi'sc results, it is
\( ry essential that the w riter's nu aniny should he made
jx I'fectly clear in the lii-s! place.
I'cfore considering- the nieins which are helpful in
Mcnrin<^' clearn<ss, it is \\n\\]\ \\ hile to look at the nci^a-
\\\v side, and see in what ways a lett-r ma\ I'ail to he
(■i< ar. Letters which ari' not clear ai.- ordinarily of
tliree kinds: the \ayue. the ohscure, and the auil)i<4uous.
I."). Obsciirif//.- Some letters are ol)scurc. The
I'idercan ^I'l no m.'aninn- from them hecause the writer
ii- s words thai are unfamihar or has tw isled his llioun'ht
I'iatioi' (and hence his sintenc<' siruclure) in ;ui unac-
custouMd way. l?row nini>",s "•Sordc llo " .uid the K Iters
«'i' Ilashimura Tooc, aic hotli ohscuri' lo Ihc a\erao-c
I'.ider, hecause Ihcy ari' not in his lan,uua_uc. In one
case the cN|)rcssioii is aho\ e his !( vcl: in the oilit i- it is
Im low. 'i'hesc ar( e\t renic cast s. ( )I(scuiit\ is jtirsi nt
ill less dcu'rcc in many husiness letters.
:. ::;;:-i : -. .;; ; ; i ; ; i ; ; ; ;;;.;; sOfllctHllCS a niCSsa^( iJl.lL
is obscure to the average i)er!>on is perfectly clear to .
IV— 19
mL
•J!)()
BI'SINKSS ( ORUI'.SroNDKNCE
Hil^
those for wliom it was intended, A cii)lier telefrram is
as simple as the ])riiiier to those who hohl tlie key. So
letters to nieeluuiieal and eleetrieal engineers may prop-
erly eoiitaiii many teehnieal terms ])eeuliar to their ])ro-
I'ession. The same may l)e said of letters to men in
other ])i'ol'essi()ns ie(iuii'in,u' sj)ee!alized knowledge. .\s
a rule, however, tl.e writer should avoid o])senrily hy
inakin<^- sure that t!ie words and sentences he uses are
common to his reader. If he does not he will find him-
self writin.^-. "Collect and all ehai',ues." or "e. and o. e.'"
to j)ersons to whom these phrases ai'e (J reek.
IG. J'af/Ncnrss. — Some letters are \ au'ue. The ideas
coriveyed hy them are indefinite, ^\'e ,uet a meanintr.
hut it is not the writer's entire ai;d exact meaning-. For
instance, he says that the tyi)t\vriter he sells is stron^'ly
huilt. is a visible writer and can he delivered ])romi)tly.
i\nother man tells us that his machine has a dro]) forucd
frame, that the writin^' is always in sinht, and that he
can make delivery in three days. The vauueness of tii.'
former is avoided in the latter l)y makin<>' the statements
exact and specifk'.
The dilliculties caused hy va.u'ueness are I inumerahle.
\\'(,' all know what trouhle resulted to a cirtain Pres-
ident of the Tnited Statis i>y his use of the vaoiie
])hrase, "^■ou and I are prai'tical men." in his letter 1;)
a ureat capitalist. The di'sirc for brevity often leads
to the use of lan.u'uau-e so va.uue that a second or third
letter is luided to explain the thou.uht int( nded.
17. Jmhi(/iiilii. Ohseurity in letters is not frc<|uint
if the writer knows what lie wants to say and has a lair
woikini;- knowjedm' of the lan,L,niau'e. hut amhiuuil !(-■
are a (huiU'cr to eve?i the cxperienctd writer. Amhiy-
uit\ means tlial a slateminl may i)e inieri)reieii ui iin'i'-
than one way.
iiiK fim: c's or business correspondknc i: vdi
Vou recall the assertion of the side-show harker:
"Come in aiul see the show; you will l)e olad when you
mine out." A Turkish hath ])r()|)rietor. in liis desire to
write a hriel' advertisenient, produced this sentence:
"La(lies"(lei)artnient separate, except on Sundays and
lii'lidays."
Anihinniiies of this inture would he merely launh-
;iMe if thev were not so fre(|uent in Husiness Kno-Iish.
Ollen they cause harm. Only tlie other day we read
Ml a (hoiiified sellinu' k-tter: "There are no hetter eards
iiiatle than these, and l/urr arc not (/oiii;/ to he." TJie
nniedy for amhionity is nrcater eare and |)recision.
nl)scurity, va.yueness, and aml)i^uity are harmful not
'Illy hecause they may prevent the reader from under-
st;iii(hn,o- your message and so lead to husiness (piarrels,
!mi! hecause they are wasteful of enerny. A husiness
!n;m simply Mill not ])u//le over a letter to (lecii)her its
n.il nieanin<j;-. LHV is too short. The com])osition that
li.is one and only one meaning-. ;nid that one so plain on
tlir surface that he who runs may I'ead. is the oFily kind
tn survive iti the rush of modern competition.
IS. SiwpVfitu and iwachw.ss- 'IMiese violations of
liriiiiHss touch only th.e ne.uative side. It is not enough
to avoid faults: we must (.htain positive virtues.
I Mially we shall secm-e clearness if our writing is ,siiii-
/'/( ■■iiKJ (\rncl.
In writino- to people of little education, simplieity is
tlic more important of the two re<|uirements. TJie grc at
nlitor of a \ew \'ork paper miuK' a careful test of the
citizens of the city, hy which he found that their a\ erage
ifliieation was not alw.xe that of a lifth-.nrade student
•'t'tlie piihlie schools. He saw to it th;it e\cr\- editorial
111 Ills paper was so simi)le that any fifth grade ehihl
could understand it. It demanded short sentences, and
."f|
ff::;
.'<)•-'
lUSINKSS COKUKSl'ONDKNCE
m
m
c'oninioii. L-\ fvvday words. Tlic siiiiplicity did not make
the editorials less valuable. On the eontrarv, numy nun
of exeeptional edueation value thein hinhly.
As a <ieiieral nde. however, in writing to i)eople ot
liiolur edueation and eiillure. exaelness is more import-
ant than simplicity as nw aid to ekarness. The edi-
torials in another New ^'ork i)a|)er that sells I'or three
cents are noted for the ^reat care taken to make each
statement accurate. 'I'his means that every senten-c
has a nnnd)er of <iiialifyin,i;' clauses, and is conse(|uently
loiio-, sometimes invohcd. It is clear, because if the
reader can orasp the meanin,u- <>f the words he cannot
mistake the ideas. And people wlio will i)ay three eent>>
for a ])aper are usually of the educated class. In con-
clusion, we may say that clearness demands that the
writer know exactly what he wants to say, and then use
the lan<ruage of those addressed.
10. Tor/ (r///c,v.s-.— Correctness is the second (piality.
As a man on th'st coming- into a stran«ier"s otlice is
jnd«;ed by the lan.i^uage he uses- yes, and even bcfdie
he speaks, by the clothes he wears— so likewise is a writer
jud-icd first by the appearance of his letter in its dress
;ui<l speech. And as he would have been condemned if
his lan<iua<i'e in speakin<i' had been inaccurate and enide.
so he will evei\ more suiely be condemned if his lan.uua.u'e
in writin.n is faulty. Incorrectness shows up far inon
-laringly in written lan,iiuage than in spoken, am! i^
<■, ,-t;iih to 1h the soui-ce of some contempt, if not nl
actual distiiisl by well-informed people. More than ow
otherwise well-(inaliiie(l applicant for a position has been
rejected because of poor spelling' or grammar. H'^
(i,.fie!en<-!es in these ri'sin-cts have appeared to be due
to either carelessness or ignorance, and it hasn't mattercil
whii-h.
lako
tlU'II
C of
loii-
cdi-
hrc'c
each
ntly
tli'c
mid!
■cuts
coii-
tlir
I use
ility.
c'c is
I'ilcr
lllX'SS
V'\ if
null.'.
uatfo
nioi't'
imI i-
)t of
II OllC
His
■ (lllf
ini: c's oi lU'siMiss ( ()J{hi;si'()M)i:\( !•: ._>();{
A story is told of a yoiiiio- man wh.) lost a posilioii
siiii|.ly licraiisc in stiniiti..' a tckwiaiu to his prosixrt ivt"
Miiploytr lif said, "I will he ,o|a,| to anuv on those
!' iins." The ein|)loyn- iiiiincdiatcly trk<.ra phed hack,
"Tiic Mian that doesn't know the proper use of will'
ati.l 'shair is not the man for me."' This may seem like
.1 small point, l)ut it is lar«'ely upon such sn.all i)oints
tli;it e(;rrectnessand incorrectness depend.
And in other eases the result of inaccurate and faulty
ixpression has heen to put writers at a disad\ anta^x^
III dcalino- with firms and individuals whose commercial
ivsprct is most valuahle. Xor will it do to say that
appearances are deceitful." They may he so consid-
ered when the api)earances are <.(„„1: )„,t when the ap-
inarances are had, every one takes them as a true
index. Conse(|Uently no one can afford to neukrt
tllCIM. '^
A deeper reason niioht he found for insistino- upon
i"ii' ful use of nouns and ])ronouns and verhs, attention
I- llieir aurrement and the like. Care in this respect
IS likely to lead to care in all the little husiness details,
the simi of which means so much. C'ertaiidy eareless-
iHss in it leads to carelessness in even moie important
matters. Therefore the writer who would he most ef-
fVcti\e Is painsfakino' in his atlem|)t to he correct in
laiii^uao'c.
(orr.i'tness is a mallei- that eoneerns not merely
laii-ua.MV. i)ul also v'lal uc may call the dress of the
'^■tter: that is. tlx- stationery . ink. and '^eiural ajjpearance
all the mechanical details. Many a nood husiness
li"iiM has lost trade hy the use of stationerv that was
(hi '1 1 1 'III.
I.'.... 4l,
I 1 l^ 1 V > il I I IK I II > I AIM INC.
I' ii<^lit way is harder to lind than tl
U' wron<4', ;in<
I
rtqiiiivs no little lahor .and constant \ ioilanee. hiif it
<.n
lu siM.ss (()hi{i:si'()N1)i;nck
has its sure reward. I'ailurc to find it and kvv]) to it,
lias its sine ptiiaity.
"20. ('(irrccl/ii'.ss (It pi ikUiiI on //.s7/i;c. lint it may he
said, what is eoncetiiess, alter all' Who shall say
\\hat I'oi'nis of expi'essioii are eorreet aucl what iiieor-
reet, and still more what meehanieal forms of the letter
are eoi'reet ' To this there is hnt one answer: it is j)nixly
a matte r ol' nsai^e. To hi- eori'eet is to eonl'orm to what
the hfst anthoi'ities ha\e presei'ihed. What sueh con-
cerns as 'I'iit'any and C'omj)any, John Wanamaker, the
National City liank and the like aeee|)t as correct iti
theii- letters may safely he taken hy the stndent as a
standard.
'I'his nsa^e — or fasliion — is an evei--chan>4inj^ thin<r.
What was eorreet yestii'day may not he to-day; what
is eori-eet to-day may not he to-moi'row. It was oiiec
conslderid eorreet to sit>'n onisell' '■\'onr Immhle and
ohc'dient ser\ants." \o tirm in this country would hv
likely to do that to-day. There have heen times when
ornate letter-heads were co?isi(lered the height of pro-
piiety, and pompous, \erhose lan^ua^e was a si^n ot'
•greatest elegance. Simplicity is now the rule. So the
chan<4'es in usa<ie continually <^() on.
lint nsay-e in lan^iia^'e and in letter I'oi-ms chan.n'cs
much more slowly than in most other matters. Tlure-
I'ori' a man who ke'eps ahi'c-ast of the styles in clothiiiy
and hair cuts ou^^ht to do so in matters of e(|ua! ni
greater importance, wheri' it is fai' casiei'. In later
clia])tei's correct use in stationery and mechanical forms
will he discussed, and some of the more commoidy vio-
lated usa<i'es in lan^uao'c. Hut correct use of the Eng-
lish lan^ua^e is a matter for a complete volume.
21. ('(>Nci-'<(iicss. The \ u'tue of conciseness is so weii
recognized hy husiiiess nun that its necessity needs
i'i\i: ("s oi" jusiM'.ss (()RHi:si'()M)i:N( i; •_•().■
little attention luiv. Obviously a letter should nse no
iiHiii' words than iieeessarv, for husiness time is limited
,111(1 \alual)le, and cannot he wasted in reaihiiii' nnneees-
saiv materiah A lon<4' and techous-lookin;^- letter is
iVeiiuentiy east into the waste-paper hasket unread. If
it is read, and is found to contain nothin','' to warrant
Mich a demand u|)on tiie reader's lime, he is likely to
lie so incensed o\ er the intrusion as to ^ive it scant con-
sideration. Therefore it is well to have a letter concise.
'22. Jircrit// intt 'uhniicdl. — lint conciseness is too
nl'ten confounded w ith mere l)revity. Urcvity concerns
itself merely with the length of the letter; conciseness
lias the additional idea of completeness. lousiness men
lasily n'ft into the habit of writing- brief letters, but in
lluir anxiety to save their own time and that of their
(nrresi)ondents they are frc'iuently liable to sacrifice
cnnipleteness by leavino- out sometliin<>' that is really
ivscntial. Sometimes this is in the foi-m of whole sen-
t' iiees. More tVecpiently the undue brevity is caused
liy the omission of pronouns, and the use of unauthorized
altbreviations. Such a method is not conciseness. Con-
ciseness is the ([uality of making' ojic word serve for two,
liiit the omission of a word that is necessary to ^n-am-
iiiatieal com|)leteness is not conciseness. It is pure
slit\ tidiness, as in the follow in <^' example:
(1 i:\Ts: —
VoinN of tin- ITtli iti'-t. ii'cM. In ri})lv would s.iv we liavi
no rrcord of sucli tiMiis.ul imi. Would ask voii kiiidlv to n-
]" -if ^:UUL'.
Vr's nsp.
J. .loNKS
Vi\ all means be brief. Avoid tediousness, as v
'OU
II
'■'■i:
i|
•2'.H]
151'sim:ss (■()Ki{i:siM)M)r.\("i:
would the ])l;i!4iK'. \<n\ (Mmiot ail'ord to hide a <^riiiii
of wluat ill a i)ii.slicl of cliai!", I'oi" no oiir whose liiiu'
is \\()i-|li aii\ iliiiii^' t(. you woidd trouMc lo look for it.
Hut v\vu more suixly. do not sacriticc c'oin|)kt(rKss
titli(.r of your UR'aniny' or of ^rainniatifal sense to the
desire to he hiief. He elear and eorixet, first. 'I'hen
cut out every unueeessary word, and the (juaHty of con-
ciseness is added.
23. True concisciifs.s (Wi-inpli/iid. — .\s an example
of ti'ue eoneiseness. notice the follow in<4' letter. The re-
turns from it wert' hetter than .'J'J per cent, and the cost
of the lettei- was less than .'J pei' cent of the business
recei\e(l IVoni it. Could anything- illustrate hetter the
value of true conciseness;'
(il.XTI.KMKX : ■
••.Ml rcliaiHiisc itself caiiiiot lie."
Vou can make lOO'X clear jirofit on Hie R-AI line of "■t^uali
('al)iiil''/r'I"KS""- litfK' sections of (juallty.
A^k for our diaK in" proixjsitioii.
Don't Ixitiicr afo'if • ."tin<i; -i ;■. Ut r. ,]'i>\ write across the
bottom of this letter, -••! am iiitere>te(f *" Put it ui the eiuel-
ope j.iui seiui it back.
Yours very truly.
IJl.WK \' Co.
•Jl. Poliltnc.ss a pari of coiirh's//. Courtesy, like
conciseness. Is freijuently coufoiuided with a (piality
which contains only a part (.f it; in this case, j)oliteiiess.
Politeness is a well-recooiii/ed necessity. A letter which
contains its reasonahle pi-o|)()rlion of "plea.se's ' and
"thaid-: you's" is obviously moie satisfactory to the recip-
!!>•■.} f!'.!!!! !!!>.!' wb'cl'. in bi'nsiM.M' .'U'.d cni't. ;\nd it !S true
■*"■' '--'- - *i "
that mauv letters do fail of conuuon politeness; in
ri\K ("S OF lUSlMlSS ( ()l{Hi;si'().\l)i;.\CM "jnT
fmnKdt oases, csj)cpially wIktc co-iiplaints are inadc,
llicy aiv oiossly iiisuliiiio-. Many business men scriu
In lliiiik lliat when they have a ^rievanee, it is neeessary
[n he veiy hitler in their expression to seein-e redress.
Tlie result is sueh letters as the f'ollowin"-;
(ir.NTi i:mi;\ : —
\in\r I,i4 sliipincnt of rretifs liose is the rottcncst stuff" we
rwr had. Wo \v(jul(l hkw to know what vou riicaii hv MtKhno;
that kind ( f o(„k1s to us. Kvltv pair wo have sohl has h)st us
Made and the total \sill foot up in the hundreds. You must he
in thi' l>usniess to make money. Hut we are not ^-oinu- to .>tan<i
for that kind of business. Whai are vou going to do ahout it?
We expect to hear from vou, right awav ([uiek.
Hespe('tfull\-,
Hl.ANK .V Co.
Swell a letter invites an ecinally liot rejjly, though it
in \Hi way excuses it.
Impoliteness has no place in business correspondence.
It ne\er does ^ood, and frecjuently causes anta<^()nisnis
that are commercially disachantageous to botli parties.
T'louo-h there an- ..ther ^ood reasons for not assuming
a lack of honesty or intelli<)ence in our correspondents,
a sutliciently imjiortant one is that it does not pay.
And i)oliteness costs nothlno-.
Vs an exami)le of the ditt'erence between a polite and
an impolite letter, contrast the two followino-, which deal
w ith the same kind of a (|uesti()n :
('I NTI.KMKN :
On the ^2^)tll you say "Copy mailed to-day." That copy did
liuL rtacli me. Mail anotlier.
Yours truly,
Bt,ANK.
It IS tlie November i.s.sue that is wanted.
wiifn^
MH
BUsiNKss ( (JUUi:sruM);;.\( E
"i .
-IB,
t-* ^■" ■- "
Gr.NTi.cM i:n- : —
Thr Cciili-al ^•. M. C. A. i.. to (l.iv 111 r.r: ipt of llio Fd, ruar\
i.^siif of th- .liiiinuil iif Ciinisjiofnli III t . hut Im^ not rccii\((| il,,'
Jaimar;, nunihcr.
As wf arc iiiiuiilin<r io iiii-> ,-iii_\ of the iiuiiil<d^ of this \,il
ujilhc piilili.ation, ui' trii^t \(.u uill x'c that Hr- ini^siiiu- coov
is si'iit 11-. at as cai'lv a date a> {iosmIiI. .
Very f iiil\ yours,
IJl.ANK.
It is ])()ssil»lr l(» ()\ci'(l() tlu' iiKitttT dT politt'ncss. Vny
itistaiicc-: "Pk-asc find cjiclos. d cIicc'k" st'fins ratlur
ai)siir(l. When a I'avor is not asked, it i.s as well to
omit the pkase.
AiiotluT c-asc wliicli Is ratlin- difrerriit. and in wliirli
a niistaUcn att(i!i|)t at polihness results in real (lisconr-
tesy is ilie frecjiient expression. '"I'liai ' 'no- you in ad-
vaiiee J'or the ."avor." etc. 'V^- ini|)lieation that hv
necessarily wil! do the f'av(>r _ (.n ask is diseonrt^-^v
eiioii_yli, since it discounts tin- value of the favoi': liul
tile implication that you wil! not take the time to thank
him aftei-wards is far worse. It is dismissiu''- an ohii-
<»'atioii liel'orc it is made.
•J.'). Coiirlcs// t'(»u\ nii'd :cilh tc/vVcr'.v dltiliidt'. 'I'ln
forcnoino' discussion has Ik('i concerned chi( ily uilli
wli.'it is ord. -y politeness. Coiu-tcsy o(H's much fin-
tlicr. 1 1 is a mat III' nol merely of expression, hut of the
s|)iiit li( I., nd the t \pression. In i)ri<'l', courtes\ means
that \ our attitude toward the rcider is su< h as you wouM
wish to he adopted toward yon. Voii show a rcnanl for
his iVelin^s and i\>\ his interests, and aitt nipt to eii-
'■'■"'■•K'h ujion neiflier. This does not miati th.at vour
attilude is one of v'-'i'-T "i" lawninir; it i.s i,implv di I-
ercnci to him. i our le:tcr vou show that vou have
I'lvi; { "s (JF jusiNKss ( oHin
spoNnExn: 299
atieniptc.l to look at tiic matter fVoni his point of view
1" ^ivino- this impression, which should he a true im-
P'vssmn there are several practieal s.i^j^estions that ,nav
'le ol help.
One of the maxims of courtesy in former davs used
to he "Never heoi,, a ktter with I." This is no* lon.-vr
-v^arded as a str.et rule. In.leed, there are times wh^n
its ohservance results in awlcwardness of expression.
I^'t tiK' maxim has a i.asis in real trntl,, an.I in real
courtesy.
-'«J. raluc of fhr ''unit" aflifudc.—Thv word "I"
slionid he suhordinated in a letter as far as possihie.
I hv word -you ' shoiihl he made prominent. The im-
P'Tssion uu.„ |,v ,, |,tt,,. in which every sentence hc-ins
with 1 ,s not at all pleasin- as is shown hv the follou-
iM,n instance:
I't \i( Sir : —
I nn.i.,M,.,n<l that you .'uv almrj t.. cnrt a new ho,,.,. „„ vnur
P'-P'-fv .'.t .-ns Sixth street. I .supp.... ^o,, .ill >.,.„, V.u,-
M.ln- Mm uur.Unn nf i'uvuacv.. I « i,l, to call your att..„t,.,n
'" 'Ik- Sm„H, furua.v u luVl, Ilun,il,.. lean confi,I..Mtlv n.co,,,-
"-'.l.ta. tlu. Ih.I valn.f.M-tl,.. nioM-y. I .sl,.,..l.i l.kc". to have
V'li call Ml and i!i>p(c| th, hue.
Very truly yours,
TllOM \s Sil Md'K.
Here it app.ars that die n nter is ehi. (Iv con.rnic.l
uith his ..wn interests and 'cry little with "thus, of his
'respondent.
('..mparc ij,.. \y,„ foUuwin^- statement^ I Jmnhi
like to have you cxnniino our Neverleak lomitain p.ns.-
■ \ou will tind it wcrth uhil,. to ,\.iniine ,.nr Wxcrl.ak
'"""tain .ens. Kxampks mioht i.r niultlplic.l indef-
'^ \P\
:{()()
HISINKSS ('OHIJl.SroNDI-.NCK
Initely, hut tlu'sc juv j)erliaj).s cnoiii^li {o show thr iin-
|)nit;iiuT of jiiiphasi/iuo- --yoir" and tioo^Urtiiio- "l."
One iiK.ri' cxampir will scim' I,, illustrate the value of
adopting' tin' •■you"" attitude in -^aininL; the ((uality of
courtesx'.
('iiirM,(.. S< iit.iiili. 1-. !!)()<).
l)r \K Sut : —
i ui.ImI. !• if vou lV;ilizo jll>t uli.it il iil.;tll^ to wi,tr //,,ii this
i-ttrr.
^ oil, a-* ;i NJirrvvd !)ii>in(N> ni.iii aiul s.iIimii.ui ( aiul ivtiv mk-
cosfiil l)iisiiicss man is a sajisinaii ) are iiccai.st d to nicllnu-.
M/in<4- up, iiittTfstiiio;, s\\n\\un; and coiiviiu-iii^- ail isiiid. of hu-
niari nature. Vou are versed in tin art of liaiidiiii^' your ouii
ar^-uinents, — and an a|.|Kal, to win your interest at all, naist !..
a ini^'litv n(),)ii ,1111 .
Vet if vou liad an off\ r to maJM — an otf'iT as irr(si>til)Ie as this
one nf niin(, \oii would want to tell lue ahout it — even if vou
liad to eonlinr _\our whole ai-^uni, nf and all your enthusiasm t )
(uie sliiu-t shcrt of paper such a^ I ,un tisiuu- now.
For thi> otl'( r ha> to do w itli -, thin^- that ini au> more prolil-,
for you in your l)usine.ss — a liook on m llin>;' that actudU
>frik.s the keynote of human inlirest. and "ets at tiiis crreat
prol)!(in of man handlino' fioin an iwitinly new anol,.. 'I'lil>
liook show> you exactly how to approach your man; how to
ailapt \ourMll' to hi-. m<iod ; how to o. t his attention: hold his
nnnd to \oui- >ui>_)i(l: make him talk: how to introduce your
proposition: make him f . , I tlic n^d of it; \>r\\\^ him to a state
of desire; how to nu ef each ohjection in-tantly; reeou-ni/e the
p-sViholooical iMomenI ; ami how to ^ret his sii^nalure. Think
what if would mean if you kmw in advance the slirewdesf, niiol
cl( ver and convimin^ s<'lieMies that sales l)rains had i vir in-
vented fo met t the \ei\ |irolilems that confront you every d,(\
ill \ our liiisiness !
'I'hl«. hook. "How to Imrcjise Your Sales." has hi •. !■ <■.■••!•:•;
iiv twenty two succe--ful liusiiii'ss nien sfar salt smen and star
rivi; ( -s oi' lusiNKss (()hi{i:si'()M)i..\( i: .-joi
-ales iiiaiian-,.,-.,; iiitii wiio li.ivf -fudird out special selling mctli-
...'- of tlirir own. And suniv. out of all tli.;v know about
I'll,,., n-- nun. vou can -ain Mini, point that will prove ot ini-
nienM; \ahic to voii. l'"oi- IIk v >!iow vou everv clever move tliev
found nece-sar\ in ihi. ^^reat game of gelling into Hie >ale.s
knig rou. And -How to Increase Your Sale>*" j,^ jili.olutelv
t ree if _\ oil (U'der nms .
' "'"' .\'"i '" ■"'' llii-> ItiHik. It com,, io _\ou aloolulelv
^''" ' '■"'-' i'l <-onniclion willi .S//sl,iit, Hie big i^jO-to-JJaG-payo
iiiaga/nie of hii-iness.
^ on |,,ke no ndx. I do not uani any miniev f.n- tlil> lio.ik.
■^'"' .^"" ""■'' ""1 ''\'ii conliniii' Ninir Mib.scription Io S//.sliiii
unless voii are salisfjrd .' i ,\ei_v particular with the very first
ninnlier. So 1 simplv suggest Hial you sign the card enclos.d.
gel Hi( hook and the first nimiiier .d' St/slnii \v ill, out |)avmenl
of aiiv sort whativir. and liun d<cide for voiirself. If you
don't s,,. a dollar's wo-'th in almost cvcrv pagi — an idea voii
can acluallv (it Info the dax's work of your husiness — simplv
tell inc so. ^■olll• u,,rd «ill he (i li. I «il! cancel the suhscrij)-
'!"" •■••"' ill"' bill as Will prompllv. cheerfully. The copy of
St/xfciii you can k( i p with ni\ compliments.
Sign and mail Ihe po^l caid loda//.
'ours wry Irulv.
!'i iii.isii I. It.
:
'ii
-7. ( lifinirfcr.— Thv nufsl (iii;ilit\ jukJ for t!i;it xcry
ivason (irii (if tlu most \;iliial)lc is cliiiraclci-. Hv tliis
IS iiic.-i'il liu' cltiiKiii of |)(rs(iii;ility. the cxpirssioii of
tlic u rib f"s o\\ II s( If. in reading;! Itltcrflial possesses
cliaraclf !• we feel Hint we aic lisieiiiiig Io Ihe real talk
nf a i(,i| person, nol b liie niei-liaiiieaj clack of a typc-
ntcr. \\ t lia\e a di'stinet
"'' •'"■ man. and can ainiosi I'o 1 Uuil we know Inn
III ■•! word the (pialily of eiiaraeter is lln one wjiicli
makes a !=!!vr d;-!i;H-!!\ r. !i!'is \\ ;;!;;;;
Utters to Hie elevation of a letter. It is tlii' 'sonuti
1 1 U I I I 1 I -( ■< I > I
un^r
ini|)rcssiitn ol the eiiai-actcr j|
■50-' BrsiNKSS COKHESPONDENCK
(liiierent." Xot that it mt-aiis eccentricity or oddity.
This is an extreme that is nsiiallv worse tliaa colorless
mediocrity. It is rath ,e frank and sincere revela-
tion of a man's self. . i.js character. It corresponds
closely with what in literatnre is called style.
28. Cliaraclcr not secured hi; yyo.v///^^— Xecdless to
•say. the <|uahty is not senn-ed hy stiainin;Lr f,,,- it. Such
•ni attempt is likely to result only in the eccentricity
that w. have just condemned. Kspecially is this true
when the \\ I'iter assunies an aii- of oeniality. It fre-
quently leads to a kin<l of .iocidarity that hreeds con-
tempt, or a soft palaver that Inreds siispicion.
The following- examples will serve as a revelation of
what is not character. We may call it an imitation of
character:
Haj
J)k.\k Sii! : —
I ui^h yn, cnuM ,it .-.t ,n.v dv^k ^^lth nir. JM>t fnr ,„„ morn
'"^' "'''''■ J ■"" "P'l'i'l;;- 'lir ill.ul. fnr I .linnM lik.' tn li.-.Vr Voll
■si'f tliL> many Irtt. is uc nnivc coiilairilii- pral^' <,f ,,ur liia" „f
M'« iii;;--iiiacl:iiic>.
I sIh.uI.I aNo like to have yon .>t. p into (!„■ >ak>s n)om> of fl,..
.loiics (■..nip.uiy. wlierc" a coinpKf,. Iii„. of mir niac'-in.^ i. sl„.wn.
i'nr If tli,'i<- is a siriM-lr dnip <.f >alc Miian^lilp l,l„.„i l,i vour
iiiakrup. \\r kiK.u fliaf xoiir lirart will ^anii Mill, ( „th,,si;,sni—
vo'i MMipIv rami.. I lirl,, l!. ^-.i,, vmII j,,.| „,.,nt to urf niit on
tli<' tln,,r and In Ip -,,11 tjic ooods. Ix^cauM^ (h. v l)() SO HON
^:S'I"^^■ r.'pivMnt tl,, \u^\w^l possihK- con.tiuclion. workman
sliip, mat.ri.il. finl,!, .i,,,! mccliaiilcal fcafun- in tla macjiiiii^f.
■'"■f- ^ ">' "ill liironu . tillniMastir in spil,. ..f \ (iiir>clf. vU\
\ oiii-> \, I \ tnil\ ,
DiAH Silt :-
Now (Oil
llir f'ariiKr ami n ^i<lriit> of niial ilistricts arc fiiniin^r tlioir at
Now coinrs. fill' ■.inninir ^.ii^/v'! •■.!:; !•. ••!! :■.•■!:!-..
I
I'lVi: CS OF IJLSINKSS (OKKKSPONDKXCi:
mr.i
fM.ti.„i to fidds, gardens, and lawns. What lo„k. „,orc l.cau-
tif'il tlian tlR. soft, vcIvLt.v, -ras>_v lawn of the sul.nrl.anit., an.i
"li.it looks nioro attract iv.. to tlu> artistic, as well a> to \h.v finan-
^iil ive, than the «ouri>liin<r o-anlens of fann and h'rld?
Siiifcrclv vours,
20. Jro/dancc of slcrcolf/pnl cr/m.v.s/o//.- The at-
t< ni|.t to scnire novilty tuul ..ri-inaiity of expression, as
•'\tli as a rrieiidly lone iia.s iiol heeti crowned witli siic-
«<ss in lliesc cases. Nor will sneli a i'orced attempt
• iMialJy succeed. Hnt on the other hand, it is even more
r.ilal to dei)end on the use of hackneyed and stereotyped
I'Inascs and methods of expression. True of all i")arls
nf the letter this is particularly true of the he^rjnnin^r,
as will he shown later. Therefore it is unwise . start
"lit with soniethinw- jik,. this: 'Tnin-.s of recent date
mrlval <,„d coulmfs noted r nv -AcLno'a-led^in^i- //our
cslccnal favor of rccnit date." .Suc-h a heo-inni.io- Js
ahsolutely characterless. And in the hodv of the let'ter,
siich expressions as "the s/nne." -Iierewitii r -Ih'^- to ad-
r/.sr." take away the (piality of character, particularly
"li"i used to excess, as Is so often tile case. J-'or this
" isnn (he use of dictation-hooks and i)hrase-hooks is to
!'<■ <liscoura<re(l. as likely to destroy character.
II is not a had rule to av..id (hr nsc of ;,nv sentence
ihiit see ins to hr express.d in what is misVallcd the
"laiiy-uaoe ,,f correspondence;' If y,,„r senlenee has
•' laniiliar rino' and if it seems stilled and lil'eless. ex-
amine it carefully and see if the Idea cannol he ex|)ressc(I
"i-'f simply and directly. In nine cases out of ten, you
'^ill find a u-ain j,, ,.i,,,rness as well as in character. 'I'he
"il'iice will se( lu to he yoin- own. What is tnoi, im-
!'"ilant, \(tu will speedilv m'! «.!>!!••-!■!*' ;••. !!=.: !...!.:! ..c
f.\|»rcs.sing yourself in an iiuhMdual
\vav. aiK
I uill
no
IIP
I
304
BUSINESS CURUKSPON DKN CE
'I;
i> I
pi
Inn^fi- ha\c to cast alxnit for a I'o'-iii in wiiicli to put
your ideas. S'ou will lind that youi- letters possess
cJiaracti'r. .Ml liiat is iiceessarv, then, at the start is to
avoid all slei'eotyped and hackneyed ph/'ases and aim to
he simple, dii'eet and exael — write as _\ oii lliiiih'.
30. Jic.siilt of ohldifiini^- chtinii'hr. A pkasin;^' re-
sult of this is that the wrilei- actually de\eloi)s his own
indi\ iduaiily hy the [)rai'tiee. lie he^ins hy demanding-
that his ideas should he expressed exactly and oiM-^inallx .
He ends hy findino' that the ideas tin niseh es lia\-e hecouu-
moi'c exact and ori,iiinal. 'I'he uain in the individuality
of his lettei's has residfed in a ^ain in his own individu-
ality. On the othei- hand, nine-tenths of the men wlu*
use the stilted and slei-eoty|)e(l forms of expression he-
come in time as mechanical as tlieir cxpi'cssion. Tlie
one inevitahly has its etfect upon the otlu'i-. l''ailin<^- to
wi'itc o!'i^inally, men fail to 'Jiink ori<4inally. They
hecome fitted only for the position of clerk — mere coos
in the ^I'cat machiiic. Jf you I'ead the letters of any
hcails of imjxtrtant comp; iiics. you find in IIkiu little
of the stereotyped. These nun art' ori^'inal thinkers
and they e\i)ress themseKes ori,yinaliy. Their letters
ha\e chai"acter. The quality niiis! noi he thought to
he the produi't of genius. Anyont.' can ha\c it. Tlie
man who expects to w i-jtt' efVectixf husiness letters must
have it.
.'ll. CJiamcfcr illihsfralrd. A lar^c pro|>ortion of tlic
|ett( rs i-e|»i-odueed in this hook will he found to possess
the t|uality ot" char.icter. Wc shall, therefore. jL;ive hem
two letters, slightly a])ai't from the imsiness field, wi'it-
ten hy yreat men. They are in no I'espeet like <a(!i
othei'". yet I'.'ieli possesses in liin'h decree tlu' (|ualily <'f
(r/(l'f(tftf. BjlHll I* VIIV VHi'
iltivi I •'! (I
I
soI:alit^■
THE FIVK rs OF lUSIXKS? fOURESPOXDEXC'E ;}0,^
Samuel Johxsox to Lokd Chksteriii;,,t)
MyLonl: l^ob.uary 7th, 1755.
n.av.. h,.n, hf.Iy l„fnnn..,l hy tlH. pn.pn. lor nf 77.. IIW./
'''•■;/-> i''U-- in wInVlMny Dictionary ;, n....„n,,..n.i.,i to tlu.
'"''''":"■"" "••''^'•'•''.^- .-,„>• lonl.ln,,. To Ik. >o .li.ti,„„M„,l
,;"' ''''7'; :'''•■''• '"-^ -'-V liHl. .uvu.tn,,,,.! In fav..,.. f,oM,
•'-^-a Ik^ou.:,.t^u.l:iH.Mo^.a...iu.ori„.l,at Unas to
K'kllOW Icd^C.
\yi,..M, upon so„„. .!;.M .M,.onra^n,H.nl. I fi,.>t vi.it..| vonr
l--.NIi.p. I was ou.ppowc.ml, lik,. flu. n.t of n,ankin,l. In" 11,,.
-•-tn-nt of you. a.ldn.ss, and could not fo..l...a,- to'wi.h
l-tl„„^h M,oast n,y..if /,,,„;„,,,,, ,;, ran.j.r.r ,lr la
trrn: that I nn.|,t obtain that ,vn.,,,a f„, „,,;,,, ^ ^.,^^. ^,,^,
word co„t.n,li„,0.ut I found u,y att.ndano. >o ii,,|.. .ncou'r-
a^.-H. t^hat nnthn- pnd.. nor „,od.sty .oul.l sutr,..- „K. fo OH.
--yN .M I had one. addressed your lordship in puhh..
' ''"/"'7'f ''''■'''''■ --t ''h'l-sin. which a retind a,!] un-
<-ntly schoh.r can possess. I ha.l done all that I could; and
n|>-n,swcl|pi..ascdtoI.w.hisallnc.|,.,.,,,„,i,_^^
S--. vcars. n,y lonl. have passed since I waite.l in vour
nel -e , „ pushiu. on n,y nork throu;,h di.liculties. of
>'''f''f ^--l.-tocon.plam. andlwueluou.h( it at lasMo
IH' verse of pu.l cation. . a, hout one act of a..,,ance. one
-nofencoura^nnent.or nnle of favor. Such treatn.ent
'": -'•■^l-t. <<..Ine..rhada patron h.f.u..
-'-H..nlinV,r,,Ure. a, la., an.uainled wilh Love,
'""I found hini a natne of fl,,. ,()cks
'^ '"'"'""■ '"•^- '•"•<' — ■"'- look.. i,h unconcern on
" '" ""■ "••'<'•'•• .Hid «hen he ha. rea..h,d
a man .t ruo-M-linM f.,,. kj
!™Mo take oin. labor, had it n eariv. had be,
in
but it I
it; til! F
" '"■'" o. laye.l till 1 an, Indiiren nt. an.l
n io
>iii solitary and
kii,.!
'■•■ir,n<.| <n jov
.1-1
''""'"* ""i""l it; fill I an. k
noun,
:J0()
BUSINESS ( ( )RKESr()Nl)ENCE
if
and do un\ want it. I liopi' it is no very cyiiicil asyiciiiv not
to c'oiiii ss ()l)li^r,it'()Tis win IT no lnn( fit lias Ixiii rrfcivcd, or to
be uinvillimr that the luihlic shotild consider nic as owin"- that
to a patron winch providence has enal.lid me to do for nivself.
Ifax inir carried on my work thus far with so li! I !<■ ohlltjal ion
to any favorers of learniitL^, I shall not 'e (ii>appo:n!ed, tiioui^li
I should ciMiclnde it. if le->s he jiossiiile. with less: for I liave
l)een \<)i\<^ wakened from that dream of hope, in whicli I once
boasted niyvelf wilii so nnjch exultation, mv lord.
^ our lordship's most humiih , most obedient servaid,
Sa.m Johnson.
Ap.haiiam T.im'oix to TToKAcr, Gkf.ei.ey
October ^I'.i, ISfiL*.
T have just read yours of the l!)th instant, addressed to mv-
self through the Xnc Yorh 'I'rUjinu-.
If tlieri' be in it any statements or assumptions of fact whicli
I may kn(*w to be erroneous I tio not now and here controvert
th( ni.
If there hv in It a!iy inferences which I mav believe to he
falsi Iv drawn. I do not now ;ind here arirue ai^ainst them.
It thtre be pirc'eplibK' in it an impatient and dictatorial
tone. I waive it. in del'en nee to an old friend whose heart I
lia\e always suppoxd to be rln'ht.
As lo the policy I "'seem to lie pursultii;'." as vou sav, I ha\('
not meant to leave any oni' in d()ul)t. I woidd save the Union,
I uould sa\e it in the shortest way under the Constitution.
The sooner the national authority can l)e restored, the
neai'ir the Union will lie. the Union a.s it \s as.
II Ihel'e be those \s ho Would not save the Union unless till V
could .it the same time save shivery, I do not ayree with tlnin.
It tliire be those who would not sa\e Ihe I'nion unless liuv
foidd at the same time de trov slaverv, I do iKjt ai;-ree with
them.
and not edher to sa\(' or destrox sla\erv.
nn: fim: c-s of business corukspondknce ;j()7
-•;'i<''';^:.n<...nds.v..i, ,.,,V....in,allHK.sl.vc^^^
' -' -;-l -n -uM .au. i, hv IVn.in. so„H. an.l I..avin. othu-s
""lie. I would ako do tliaf.
Wliat I do al,oHt slavnv and tl. ..olond ran^ I do l,...aUM>
'''■'';-'' '-'I- ''• -v.. tl,. rnion: and ul,aM (orh..,.M., I for-
'''7' ^;?7/ *'''•''•''''■'--'' --''Hul,. to .avMI,M^,ion.
I>l)..l!do|... „lHn,VM-Ih,.lH..,. ,1,,, .i,,t I,..,„.|oin.r|,„Hs
''■•■'--•: and I siKdl do n.Mv wlHn.vu- I slull Ui..v;doin.
""'I''' "ill lirlj) the caiiM.
'>'-nt>-vto..u.n.ct..,.nMSwlK.n.sl,owntol,....n-o,-s.andr
>M1 adopt n.w VU.W. a. fa.t as IIh.^. .1,U1 appear to b.. true
I I'-^l.ero statul n,v purpose aoonlin. to „,v va.ws of of-
pu-sunal wish tliat Jl .uai cvervwhere cuul.i be free
w
if
CIIAPTKK III
Tin; !'KI\( il'i.l.S ()! CONSTRUCTION
T
f V
.'{•J. UihitUiu lut-c
<.•<<;/ (inalifii.i and pnuciplcs.
'1
III
iiKKst essential tiling- in tlic cunijjosilir)!! of biisiiu'ss kt-
tt'i-s. as wc liave already >een. is the proper adjustment
and adaptation of the niessa,<j:e to the reader. And tins
means, in neai'Iy all eases, that the uwr, ^^•:e shall have
elearness. eonx'etness. eon* iseness. e(»urtes\ . and el
i.ir-
acter. Othc
dit!
d)l
(inaiitK . ai-e desirahle in uidividiial ease«>
these are almost always n
T
iter shoiiM
lecessary
lur.e tluni cwy hefore him as ideals to he attained.
In attainin<4' these, or any otlui ideals, eertain oiiid-
in^' i:rineiples ai'e neees.vary. (Qualities are pereei\eil
by the i-eadei-; the writer's attitude toward them is ei'it-
ieal. not eonstrnetive. He may know with absolute
aeenraey the ])reeise eft'e*. ' he wishes t(» ])roduee, hut if
his knowledge ^oes no furtlMr, he can produee the ef-
fect only hy accident. Vavu nunule analysis of cH'ects
and (pialities will help him only in diseoverinti' whetlur
his woi'k has succeeded oi- failed.
When it comes to any actual woi-k of construction,
^iiidiiin- principles must he used. The architect cannot
])lan a huildin^- that will ])rodnee an impression of
heauty u|)on the liehohUi'. unliss he knows the fmida-
menfal laws of si i-iictural |)roporlioii and design. I'lif
UK I I I (. V I
lltH't IMVtlllV ll llMlllltll iUIII
»l 111 I H I'^V ll I 'V .
even the humhlest oh.jects of still-life, unless iie knows
3U8
i Ict-
iieiit
. this
litive
•har-
ases;
(iiiM
I.
[iiid-
■i\C(l
crit-
iliite
it if
' d'-
'CCtS
tlicr
;ion,
innt
1 nf
ida-
Tlie
Hin-
Tin- i'i{i\(jn,i:s or consthtcuon ..{oo
•■ lans ,.f Ijnl.t nnri sliad.', color, perspective, mm.1 the
^v. S,, the ad-nuMi, in layi..- out his aclvrrtiseinent,
i>t know M.inelhin- ahoiil hah.nee and hannonv in
"ider I.) make the must eff'eetivc use oC hi> space. ' '
The hasic- principles of all arts are similar, niose of
tlir varions types of composition are essentially the
^.i.i.e. They are rmi/f, Coherence, and Emphasis. A
I'nMiicss letter or other messanc written ir. accordance
-|"i tlH'sc ,s likely to he clear, and to he reaso,.al,ly
ellective m convcyino' icK'as and i'ee]in,us.
'I'hese ])rin.iples are so important that ve need to
eoiisider them as applied not onlv to the whole letter
''lit also to the separate j.araoraphs and sentences, hi
tliis chapter we shall consider their application t(, the
letter as a whole.
;<;{. T//////.— Fnity is the selective principle. It de-
'"^mds that all necessary ideas he included and all un-
iKcessary ideas he exc-hided. In ..tlier wonls, the writer
Mii^t stick to the point. From the first word to the last
•i';|liiM- shonid he allowed to enter that does not con-
tnlH.te to the main idea that is to he impressed on the
reader.
Many writers minht well pattern after .Tones' office
Old Jones, attorney, of Pnnkinville, accordintr to
<Jini,n,ni.s Advertisiuu, once advertised for an oflice Ix.y
- ;i iioy with a head, he ironically specified.
^Vlien the applicants lined up in his oMice, instead of
'l'"^//i>i- as to their ahilities and experience, he snu'lcl
'""' '"Id a little storv.
I
'"n .Smith," he c
onimenced. "once went rahhit
i"'im- The ral)hit douhled hack in the d
rcff i
1 iiiii
^ latlier s harn a
nd '1
'» "i''cl, to look for It. He set fire to the 1
<»ni raced in after it and lit
ia\- in the
;{i()
nrSlNI.SS COlillKSroNDKNCK
'IS
»' '-!
;li
mow. .'ijul ill ;i iiiiimtc tlie liani
was a
11
ahlazc
Til
(lairyiiiaid came sciirfyin^- out and iij)stt the iiiilkpan.
and 'roin's latlicr saw tlic lila/c and ran to |)iil it owl
and IVII and sprained liis anklf. 'riitn Mrs. Sinilli
l)ii()nc(l Doctoi- .Jinks to coinr out I'rom town and attend
him. and tlir doctor came in siicji a hurry that he U])sct
his i|i»- in the ditch and smashed it. He went the rest
of the way al'oot. One dai'k ni^ht an auto humped int.i
the remains of itie vUj; and thi'cw thire people out and
the township was sued and lost the suit.
"\ow." added old .Tones, "if tl
lere s anvtiiinir a
th
ihoiit
the story that's not clear, just ask me, ho\s."
One hoy wanted to know how much damages the
autoists <>-ot from the township, and another if the doc-
tor had to pay pai't. and another if the harn was in-
sured, and a fourth if Tom's father oot hetter.
In the midst of a frantic lot of (|ucstions. a hin- hulk-
in,L>' chaj) with freckles on his face hroke in and asked:
'What hccome of the I'ahljitf
Old Jones waxed his hand to the otliers.
1{
un alonti', l)oys," he conimandcd. "This chap ^vU
the joi).
.'U. Couciulfdlion on the cssciilidl.s.— This idea of
concentration is important everywhere: in husiness let-
ters it is necessary. Do the one thinu' you set out to de.
if youi- main idea is that tlie reader must send in liis
adxfrtiscmcnt at once in order to have it inserted in llie
next issue of youi" ])aper. don't ohsctire it hy niviiiu'
twentv reasons whv he should adxcr
ise
If
von are
applyinu' for a position show why you are the man to
till it ; don't hother ahout siiyin^' that you want to leave
your pi'csent place hecause you are not a|)preciated and
oiiiy iiie oid man s nei)iK\\s are a(ivance(i.
On the ttther hand, don't lea\e out anvlhinu' that is
TJii: I'kincii'm:^ (m- (ONsTKii iiox
:i\ I
<ss((ili;il to tlif iiuiin i(K;i mI' your iiics.san-e. If you or-
'''■'■ ,U'»<><ls. i»i' sure 'lat no dct.iil of tlicir sjx rification is
o.'iiittcd. II' you sell ,o(„hK liy tile (|uality arumncnt,
• loii't l)f content to say tluy ari' tlu' ■'hcst in tlir world."
Sliow liow, and why. and prow it. If you air dissatis-
tidl with noods you haw hounht. state the reasons drfi-
iiitcly.
'i'he omission of tlic necessary is far less coniiuon than
tile inclusion of the unnecessaiy. Hoth arc violations of
the i)rincii)le of unity and make it unlikelv that
\()ur
rncssau'c
will
secure the riuht response. It is always
helpful to hloek out roughly, either on pajjcr or
nil
n your
lett
ei-
m your
Ton
nd, the ideas that inin'ht he put i
can then select those that arc most
the rest. Test your selection hy sccino' if all the selected
athcred together and ex])ressed in one
essential and reject
Ideas can l)c u
sentence that emi)()dies the chief id
the readei' recei\c,
ea \uu would luiye
Tl
lis summinn- up sentence or key-sentence may 1
)C
Ke
th
.11
e tollowuii''
If
your advertisement is to he inserted in the March
til
miher, we must have yoin- copy l)y I'ehruary 2Uth.
The (^cm I)u|)licator will save v
ou money on lorm
letters.
If the ooods we ordered Octoher KUh are not received
l»y Xoyemher 1st. we shall cancel our order.
in order to maintain our !ihei-al credit terms, we must
iiave your remittance within ten days. And so on.
The effort to secure unity may result in .1 certain
Milfncss of form until the writer has accustomed himself
to huildino- accordino- to a plan. After a time, however,
the principle of unity lucomes second nature, and every
letter will (^o easily and directly to its ohject.
'ij. Vitil/j in rduliun to cjjicicncij. — It may here be
M
:{i;
BrsINj:ss (OKllKSroNDKXCE
"si
m
.1
Hi
If
noted tliat the priiieij)!^ (if unity l)riii<rs ns haek once
more to t!ie general etHeieney (lucstion. KUieiencv de-
mands tile 'liinination ol' waste material, and it demands
speeiidizalioii. It demands that one tliinn- ^»t-' <'«'>ne at a
time, and that one tliinu done well. So iiuitv rtcjinres
that tile waste of iimieeessary woi'ds and the waste of
unneeesNary iilias be avoided. It is better to write two
letters than to try to cover two important ideas with one
letter.
The whole idea of a follow-ni) system in sellinji let-
ters is due as niueli to the necessity for ( oneentration
as it is to the faci that a stron<^- impression is best se-
cured by repetition. It is true that the cumulative eti'eet
of a scries of letters all bearing' upon the same purpose
results in more orders than can be seeuri'd b\- any sin«)|c
ap|)eal: i)ut it is also true that each single letter is the
stron,mi- because it contines itself to one argument.
The i-cspoiisc that a letter aims to secure is single.
.Singleness of inipressior, 's esse iitial for it. That single-
ness ol' inipicssion can bi' sceurt'd partly b\- i-inht sch-c-
tioii of luaterial. or the prinei|)le of luiitv. Hut this is
not eiiouLih. Till' selectiou must lie made ;ij)parent. As
one aiiilmrity on speaUinu has put it. "^'()u should till
your audience in advanci' wli;it \(»u are <4()iiii4" to s;iv.
\ on should till tlicni later what \ on art' sa\ iu^-. and
you should tell them at the end what von Ikinc said."
If you do this, they may be able to rt im iiiber what \imi
lia\ e said.
'.U'k I ' nil// i .1 ( ill /illjit <l. The folliiw inn cdllcclion hl-
t« r illuslr:il(s the lack of unity. It dinits .-ui essential
ol such hitcis by faihiiL; to i;i\e an\ !'< asiui why the ac-
t'oiiiil slidiilil lit iMid imniediatiK . It .-dso has two in-
coiisistt nt i(l(.is. b\ st;iln|o mi Ihr bist ujacc tha! Ilir
read'i' must lia\e o\< riooked the acc<iunt. and b\' statiiii,'
,\
I
TJii: i'i{i.\( ii'Li:s OF (ONs-rurcriov
-•Ji.*}
If tl.c end that he pn.hahly has the cheek all ready to
mail.
I'i Alt Sin :
UV know this is a tiim. .)f th. vrar wlu,.h in vour busines
ice
- a|'t '<> !'<■ Ixis.v U>v you a,„l inunv tl,inns a.v ov.rh.okrd.
Wv. thcnf,,,-., .•all your attention a-ain \,, th,. hi!] „f ^^-jr^ ^q
-' ' •""ount of «l,irh is still ,h,.. u.. Vou pn.l.ahlv hav this
' li.ck all na.ly to mail so this will just hr a ninin(Kr.
^'olll•s truly,
• Ns ari example ..f pcrfeet nriily. the lolIowit.M- sales
li Iter will .ser\e:
l)i:\i( Slit :
W. Iiav.. ,v,1m<t,1 the rate for dinct Vmv telephone servl
t'> ^-ifiO a month, only $1 more than the ^ party rate.
^o,I now enjoy party-line serviee. whieh is" the |„.st of its
K 1,1. As its name shows, however, it is limited.
When you want to use your l-party |,ne in a hurrv, an.l
""'"'■'■ p."'fy IS usin^r it. v„u are vex.-d. When so.ne one
» "'t^ to speak to ym, and fin.K the lin.- in u.e, ,our intended
"II'-' is nnnoyed, the message may l„. |„„ |.,f..; in.le.d, it may
I ' '' r he M'ut.
" '^-''''l'''H'''l"al' I. Letter than none. So it i.. Hut when
" "'"'I'' !"••'»■ i'l this ea.e Dinet I.n.e Serviee may h. ha.l
'" ""'>■ ■■' »'•-••'■"" "ver 'i rents a day more than "you pay
'"". th.. whole of it should he y„urs.
"""■| l-t this |,n; dider.n.'e stan.l in y,.ur Nsav.
Ne|-\ tnil\ \oii|-s,
'' ^ ■"/'"•'•/,'(., The ri..;hl s.h.cli,,,, ,,f material Is
''■■ iiK.st impcriaiil la.ldr in s.^'uriiiu; eie;.r.!rss a.,,!
ii'.'^lei.ess ..!' ellV, I aii.l a lav. .r. hi.- nsp.ms... ( )||ur
pniK-iples, JK.uivrr. are h, lpr„l. The princplr uf n,-
Im !e(icc ■ ' ■
.1. > I
III* » I I H SIMM
I <M .11 ian,o(iii(ii'. It (If
"•an Is that tl.r i.has h, placed i„ juoiral nr.K r an.l he
iiij
f.
:jii
lUJSINKSS ( ()KUi:si'()M)FA{'E
m
fir
Um&-
so coiiiR'cted iliat <k<initi' j)i'()^r;Tss is int^lr IVoni tlie l)e-
^^intiiiii^" to ilif ind.
Xdlliiiiu is more coiiiriioii tlinti \]\v letUr wliicli ;il-
iliouuh il I'oiitaiiis Inil oiu' iiiaiti idia, lias siicli a loost
:ri(
1 raiiihliiij'' stniclui'c. tluit lii'' iradcr at [\\v riid \
cris
that he is just wiurr lir >tartrd. !"!,illur tlic ideas li:i\(
been ])iit in illogical order, or they ha\e not heen made
to eohei'e. or :>tiel< toi^'elliei'. I a'I us eoiisiih i' each pait
of the pi'ohieiii se[)arate!\ .
.*{S. Order. The ideas must he in lou'iea! order. In
Some eases this is a falrlv simple mattif. Where the
writer is simply reijucstinu' immediate delixcry of i^oods
he has oi-der.d sorue time Ik fore, he needs only to nar-
I'ate the excnts as the\- liap])(n. The sami' may he said
of a kttt! that makes a complaint of pooi- v(i-\ i'/c. This
(•hronoloi_iieal order, howexcr, is not ol'ten possihlc,
^\'hen you are selling' j^ood,. for example, \()U do Mdl
wish to tell how the n'onds are made, and j)laeed (Mi 111.
inark( !. The reader is inlei'ested in knowinu how he i>
to henelil ))\ u^iuu them.
l'"or such eas(s, and i!i(le((l lor the ureal maioril\ hI'
hiisiness leit( Is. tile order -iiax' well ht deternii'ied 1)\ ;i
I'lindaiiK htal la\\ of ps\eho|(iL;\ This iiia\ lust he ( \-
pressi'<i !>\ sa\ inu that the hiter shnuld he'_>in with, th
I'eadt r's pniiit o|' \ lew ;ind work ^r.adualU a''oiind t<i lin
wntei's.
1
or Iii^lanee, in selliiiLi' Lidnds, the tliiiiL', ne.'U'esi to tlu
r( adi r s inl( it s; is Ins iwn i:e( d. That must he awak-
ened hd'ore \ou can sIh.w him the desirahililv of tin
tiling' \ou ha\( to s( II. .Xlii r tin <lesire has liet ii aw:ik-
ened. tli(ti must he ;i iiHiilal eoinielioii product d \<\
( \ idt nee. I''inali\, thti'e must he a stimulus to aetinii.
"1... 11.
I ;. I !
, I. .. I'.,.. Ml
m'
^'
ds. and it comis la^l in ilu hller. The rc.nlcr I)
he-
TIIi; I'UINCII'LKS OF CONS'Iuri I'lON ;}i.-,
Ulns hy sayin^r to liimself "Vcs, I am paying- too lii^li a
l>n\r for my ink." He cuds hy .saying-, '"S'es, J will
send an onitT lor some of this new hrand."'
Or ayain take an answer to a complaint. Vou have
some excnsc to make, hut the reader is not ready for
yonr excuse until you have shown him that vou uiider-
stand what the trouble has heen a.id svmpiithize with
iiiMi. ITe is not ready to l)e told that vou hope to have
Ills orders in the future tmtil he is convinced that there
was o,„»l jvason for the poor ser\ ice he has experienced
CM this one occasion, and that there is no prohahijitv of a
iccurrence of it.
These truths seem ahiiost self-evident. Vet tliere are
i-mumerahie letters that hhinder helplessly from one
point to another and end jiowhere.
'•{!>. ('oniurfion.—Cimuvvfum is a somewhat more
dillicidt matter, and it is not easy to ocnerali/.e ahout it.
Tiic need for e\i)ressed connection will largely he
■•'\nided if the ideas are in proper order. The jnind. in
pn.ccedinu. f,om or-e idia to another, nec-ds no hrid^re
if the ideas are closely l)rounht together. It must he
miiemhered, however, that human minds do not work
!llll^(■. Ideas that seem »o he very riose tonether in one
I" iMMi's mind are far apart in another's. IJridnes are
tlu refore necessary
Tlie simplest devi'-c is the old-fashioned ojie of lli<-
[•nach.r with his li,s||y. s,<,,ndly. and lliudlv. 1 1 is
still valuahlc in s<.mr cases, hut is hkely l<. h," to<, mh-
<'liani<-al and. what is more import.uit. I..0 dciddiitiu |,,
tile imanln.'lt !<it!.
-Miich heller is the use of conjimctions. .S.ime per-
Mms insist thai "and" and "hut" should n.\er he use.j
lo connect sentrru
es.
Tl
lis IS all nons.n^
II
is t
liuwever, thai "and"' and huf
nie,
are ti
le Will
kcst
-?f
eon-
1
4
,!
J
s
■ ■ • -ffs
.'{ 1 (i
bT'Sim:ss ('{)khi;si'()M)i:.\( i:
nec'tives, Ijccaiise tluy arc the most common and convey
tlic broadest siioocstion of similarity or contrast. Much
hitter are such s|)ecific conjunctions as "moreover,"
"nevertheless." "however/' and such connective plnases
as "on the otlier hand," "in addition to this," and the
like. These are more effective and liave an aihlitional
advantau-e in that they need not he placed at the he-
^innin^ of a sentence.
Often demonstratives are useful for connective ])nr-
])oses. "This" and "that" call to the mind the idea that
has preceded, and do not diminisji the force of the ideas
that follow.
A very useful connection can fre(|uently he made hy
repeatinn- a i)art of the idea that has i)rece!(l. A
writer says, for instance. "Xot only is the (piality of
this article superior t(* any other on the market, hut its
price is actually lower." It must he understood here
that rej)etitions aie vahn-lcss unless thev come very close
to the original c\|)ressi()n. AN'hen a writ( i- re])e*ats an
idea that he has e\j)ressed two or three para<ira|)lis
earlier, he is not nt-itinn- the force of connection or the
emphasis of repitition. t\t is sinii)ly drawiiin the mind
from the thin,i>' in which it is now interested to the thiriir
in which it was intei-ested some time hefori-. Instead of
makiny-a letter cohere, he makes it more dillieult to fol-
low and to understand. There nnist hi continual i)ro^r-
•■• ss. and not the kind of proon-ss made hy the fro^ in
climhin- out of the will, j^aeli time heclindted u|) thrrc
let I he fi II ha.k two.
( ( it;iin <itlu I- d(\ ices arc Ik Ijtful !o a smooth protrress
ol lli'>i|._.iit. The mainl( nance of a sinnic point of \ ieu
IS desn-ahlc. The use of paralhl construction ;iiirl
I I IW <> 1 ->< I 11 I I > I I I I.
I inM- o- \ iri's. now ( \ er, ai'c
II
m
or( imporlinl in llie indixidiial |.ara_yraphs and sen
THE I'KIXC'irLES OF CONSTRUCTIOX
;ii
tonces. A fuller treatment of them will he foimd in the
chapters (le\()te(l to j»ara^iai)hs and sentenees. For eo-
Im renee iji the whole letter tiie main poitits to rememher
■AW that the ideas should loyieally progress fi-om he^in-
.liiiu' to end. and that enough eojineetive words should
iie used io make tluin siiek together.
I(». Colli ri II: (' iwciii pUfud. The follow inn- sales let-
ti r illustrates yood eoherenee. The ideas are plae(<I in
louieal order, heniunino- with the reader's point of view
:iiid endinir with the artiele to he sold him. and the vari-
oiis stej)s in the progress are well eonneeted.
Di Mt SiK :
Ilert's ;i little tip tli.it lias often saved luindreds of dollars
inv mw houM' o\s nei's :
Dtii-iii^r Septi nilier and early Oetoher ^\vs are not V( rv activo
they do not >(■( ni to lie nearly x) hotliersoine as in the siini-
liH r. 'I'liis hads many who move into new houses in the late
-'iii'iiier to think tliev can put otf scrdiiin''- till ne\t surin"
i^lt here's \\\\:\\ happens.
If they can ^n t In. flies will come l)y the hundreds from the
lirl^rht outside ;^rlare to the cool and shade of the inside. The'-
li'in't lin/z around and make their presence felt as the\ do
■ II her. hut th(y will cluster on your walls and chandeliers and
'ill tlicre. liaxint;- musty spots that it is almost impossible to
-' t ofl" ott( ti making it neicssary to entir( ly redecorate whole
moms.
^ our lioiisi should lie screiiied as soon as it is finished, and
' adMsi against leavin;,^ it till the last nunute. (Jood screens
-i-t he made to measure and carefully installed this is the
I'lily satisfactory w.iy, and this takes time.
Let us s( nd a screen expert to measure your home now and
-iihnut ,a complete cost islimale of course, without th. Last
' lili^'iiticui to \ou 'I'hen evervthitl!,r M ill he readv inv tune voil
ready Io ;^r,, .ahead, and a lot of t
une and ;uuiovan<'e mav
" saved
;3i8
BUSINESS COKRKSPONDKNCE
■•■\\
Won't vou use tlie oncloscd po.stal to indicate when it would
hv most ronvcnant for vou to talk this ovir with our practical
screen man.-'
Yours verv truly,
H. Emphasis.- Thvrc is a fundamental law of all
coriipositioii that llic thiii|rs of ^rrcatcst importance
slioiild be ])]aee(l in tlie position of ^n'eatest [)ronn"nenee,
and should he oivtn the lar^rcst amount of spaee. The
most ju-ominent positions are the he.irinnitin- ;,ti(l the end.
^Ve see the truth of emjjhasis well illustrated in the
newspaper, Avjiere the head-lines eontain the ideas that
are of ^n-eatest importanee and interest to the reader,
and the first paranra[)h of the story likewise ^ives all
the important ideas. The unimportant details come
later.
Iti the fiction story, too, we see at the be^nnning the
villain succeedin^^ in one of his dastardly plots, and at
the end we rejoice in his death. In all composition it has
heeome an estahlished fact that the imjjortant ideas
should come at the he,«>innin^' and the end.
There is a ])sycholo<.ical reason for this. The first
idea catches the attention, the last remains lou'rest in
the mind. AVhen we shout amon<i> the hills, it is our last
words that are echoed hack to us.
It would seem self-evident that the he^nmiin^r .-nid
end (if a letter should he rcnaided as of greatest value,
and eontain ideas of fiuidamcntal im|)ortance. ^'ct, as
a matter of fact, we find thousands of letters heninnintr,
"^'ou^s of the lOth instant received and contents duly
noted." Thousands end. "Hopin.n to rei'cive an earl\
"a\(»ral)lc reply, we remain." These ide;is caniKM
aiH
lie llie most important, because they are eomuKm to tin
nriril iii'i i<ii'il\- 111' l.'lti'fi^' ll i'.- .. .^;..l'..l 1 1
them such prominence.
Tin: pi{i\(irij:s of construction yi9
i'2. ncf/iinniif/ of the /<7/rr.— Ideas tliat are distinet-
i\ (•
and peculiar to the individual letter
ire most ini|)ort-
aii
t, and should be most em])hasi/ed. Now tl
n I
lere are
wo factors in tlie letter to l)e considered. One is the
■iter, the otlur the reader. Obviously, the reader is
iiidst interested in himseif at the start. The idea of
-ivaiest im|)ortanee to him shoidd therefore he placed
at the hc.u'innino- of the letter. On the other hand, it is
iMiist important to you that he he interested in xou at
111 ■ end. The thino- you want him to do should he stated
there.
This general rule has exceptions, hut they are not
numerous. When you write a comj)laint, you would
naturally use the hody of the letter for recounting- the
rircumstances that led to your comj)laint. lint you
"oiiid he.u'in hy showin^^ him the purpose of your letter;
tliat is to say. why you are writinn- a letter of complaint
It all. You would naturally end hy insisting- upon a
-■ ilisfaetory answer.
Some one may ask how the acknowled^mient of a
!' Mrr is to he handled, since this is necessary for clear-
Mi ss. There are a numher of ways. One is to ])lace at
!'■ top of the letter, ahove the inside address, a line
-iiiilar to the fcllowiny': "l{ei)lyino- to your litter of
N'ivemher li. IIM'J."" It is prohahle that this will he
iii-i'e o-eneraily used in tlu' future than it is at j)resent.
I.\<M now it is used hy many husiness houses. Others
pi iif such an aeknowleduiuenl helow the ^ '!utation,
I s'parati' from the hody of the IvWcv.
\ hdlet way. pirhaps, is tf) w.avc (he acknowledir-
•• it inio Ihr (ir-l sculcuee of your letter in some iin-
' ' 'iiisixe wav. The following- uill
\\
tVi ^i.ul t(
lie su^'';^restive:
ion; vdiii- Irtt.r of NoMiulji r Jjd that
-M
\>'i arc i!ilrn,tt(l in a conisc in aicouritintr.
It? (
320
BrsiNESS C'()RRi:sr()\T)F,\CE
W\ rc;rr(t that we arc unal)K' to sii])|)ly the information re-
quested in your letter of Noveniher :}(!.
We are sorry to learn from your letter of Noveniher '.id that
our last shipment of canned peas did not come up to jour ex-
{)ectations.
The new l)ook on business rorresjiondenci-. about which von
iiKjuired in your letter of Novt niher ;}(!, is now in the f;riiiter's
liands, and coj)ies will soon be ready for (list ri!)ut ion.
u
m
M
':lfl
'•ml
m.
A little inox'imity will make it possible to opeii pnic-
tieally every letter with a sentence that exjjresses an
important idea, uses a tone that will a])peal to the
reader, and at the same time acknowledoes a previous
letter in a manner that is not too hackneyed and trite.
Hi. The ending of the letter.— Clos'mjy the letter is
to many peojjle as difficult a matter as openin<r it. They
seem to feel that there is too orcat ahrnjjtness, unless
they insert "I beo- to remain." or some equally hack-
neyed ])hrase. An abrupt close is often undesirable, it
is true, but it can be avoided without the use of weak
expressions. If an idea is important enough to occu])y
the important position of the end, it is important
enouoh to deserve a definite statement. The participial
construction introduced by "trustin;[^^" "hoi)injr," "bo-
licvin^^■' and the like, is the weakest form of t onstruc-
tion in the Kiiohsh lanoua^e, and imjjortaiit ideas never
slioidd be c\prcss(>d by it. { ■ se a definite statement.
If you do this you will discover that in ?n'nc cases out
of ten the idea yf)u thouoht was important was really
unimj)ortant. ^'(lu will beoiu uradiially to end vuir
letters with ideas thai are more inijjortant and to do it
without al)ruptness. It is not abruj)t to sav. "We shall
...... ,('..!
. ... 1 .. if;,., 1 :
\ y fyi t ||V.\L
and are confident that we shall more than please you,"
Tin: nuNc iTLKs of constiuction
321
or "\\c know that our i)n\'es have interested you, and
art' confident that a trial order will eonvinec you."
14. Proportioii.—Oi' the other ])art of eni])hasi.s, that
uhieh comes from ri<4ht })roi)ortion, it is not necessary
to say mueh. Everybody agrees that the most import-
;iiit ideas should he ;^iven most space, and nearly every-
Ixuly for^-ets it when writino- a letter. Often we see a
It Iter, the purpose of which is to sell ^oods, that spends
tiiree-(iuarters of the time in attackin*^- eomjjetitors — at
lust a negative way of advocatin<^- one's own product.
Oflen we see a letter that tries to collect money devot-
ing' a ureat deal of time and sjjace to apolo^v for send-
ing it. It is not contended that those ideas should never
lie included, hut they should })e ^n'ven less space.
i"). Emphasis c.rcmpUficd. — The following letter
^llows how the important ideas are placed at the hegin-
iiiiin- and end:
'V\\v i'if,'ht-(lo]lar-a-wt'ik ckrk lias fourteen hundred and
fort// minutes at liis disj^jsal every day of his life. I'lie ten-
tlioiisand-doHar man lias exactly the same amount of time.
Ilive you ever fiirund that possibly an economy of its use had
i!i!H li to do with the ditfereiicep
liive a clerk more Ih.iii he can do in the hours of h' work-
iml; (lays and he ovi'rworks or shirks the work. Either, in the
1" , run, costs you nioiiey.
(liarles W. Kliot, President of Harvard I'niversitv. has
>.iid: "A man ou^lit not to he (inployid at a task which a nia-
cliinc can perform.'"
'('hero is a lot of hard, cold, sound husiness sense In Presi-
(It nt Eliot's remark. Tiiink it over.
^ ou have clerks doin^r work a machine can do lore (juicklv,
'I ' I hetter, easier and at a small fraction of the cost. You
-m-uid he iriierested in knowing' tin lit KKOI (,1IS HOOK-
KKKPINC; .\E\Cni\E will ,lo all we clai.n for it. Tlu invcs-
IV-il
«
.'J-2-J
BUSINESS CORRESrONDEXCE
tigation is entircW at our expense. No obli^ration, no expense
on your part. SinipW sign and mail the enclosed card. It
will bring you relief from the worries of office ^' uls DO IT
TO-DAY.
These principles are simply for the purpose of ^niid-
in«', not restrainino' the iiaiul. They are in no .sense
laws. The individual must n\)\>]y them aeeordin^r to the
purpo.se he wishes to aeeomplish. 1 f he keeps them per-
manently in mind, however, he will eertainly ^o a lon^r
way in the direction of clearness, and his letter will he
very nmch more likely to secure the right response.
I!ll
Ik
'
CriAPTEH IV
THE PARAGRAPH
46. Origin and purpo.sc of the parac/ra ph. -—The
paragraph is tlie lar^r^st unit in (•(.niposition. It is the
only one dcsU^md mainly for the convenience of the
reader. AVe use words and sentences naturally. We
oxi)ress our thoughts and feelinn-s i„ them witliout the
( /fort of the will. After committiticr them to ])aper we
M.Mietimes see the need of revision, hut we do not for-
nmlate them in advance aecordin^r to anv principles.
Tluy reflect the recklessness and force of every-day
s|)eech. Para<rrai)hs, on the other hand, we use only in
^Mitinnr, and we form them deliheratelv. We should
tlKTcfore see that they are carefullv planned and ad-
justed to the reader. They are for his cojivenience.
Tlie importance of this fact will he more ai)parent if
»< stop to consider the ori^nn of the para^rnipj,, and the
nasons for its exi'-tenee. Like punctuation-marks,
paia^raphm^ was an invention of the prii.'er rather
than of the author. He found that the eve needed rest-
"'Li-places in its j)rogress over the ])a-e. ' The need was
I'aitly supplied hy punctuation marks. For rests of
l"",uer duration he used the parac,n-aph marks, ^ or C .
1-iter he found that indention of lines and \h.o ■-- J
white
sjjace served the purpose more effectivelv.
Tliere is an occasional attempt hy some printer to
'3-21}
re-
i
If
.'J-Ji
IirSINKSS COKKKSroNDENCE
turn to the old method of dcnotiiifr ])ara<,n-ai)hs, eltlier
iicc-anse of the desire for distiiietiv eiiess, or heeaiise of
the idea that it is more artist ie. There is no real exeuse
tor the |)raetiee. White sjjaee is undoiihtedly more
eflieieiit than oriiameMts in makiti<4- reading- easier I'or
the eye and mind, hy hreakin^- the mass oi' type (and
ideas) into smaller seetions.
47. Value of the sJiorl /Miraf/niph. — lU'eo^ni/iny the
fact that hu\i>e masses of ty])e are repellent to tlu' evi'
and mind, modern writers have adopted the j)raetiee of
making- freciuent j)ara,urai)hs. This is especially true
in Business Enoh'sh. Short ])ara^n'aphs are tiie rule.
TT^ardly more than twenty years a^o J'rofcssor JJarrett
ATendell defiiud the short para<^raph as one of less than
one hundred words; the lon^uf parajLjraph as one of more
than three hundred words. In most husiness letters,
advertisements and other compositions all the para-
oraphs are distinetiv short. A distinetlv lonir one
would he hard to find.
This tendency is (juite in accord with the etlioiency
])rinei])le of adjustment to the reader. If a hroketi
])aoe attracts the eye, then th.e more hrok^n it is the
greater the attraeti\ (.tiess. \\ ithin certain limits t!iis
is true. Kven in stories, ])a<^'es of dialo<>'ue attract 11s
more tliari j)a^es of solid descrii)tion or action, ^loil-
ern story writers often like to he^in with a hit of dia-
logue in order to catch tlje eye. Similarly, at the l)e-
i>in?iinrj' of a letter a few cris]) 'paragraphs compel the
leader's attention more quickly than a single long one,
regardless of the thought or language.
Com])are specimens A and li following. The .>in-
teiices are the same. The oidy difi'erence is in the para-
graphing. Is there any douht as to which is the more
readahle ?
THi; I'AKACiUAPH
iVjr,
B
Two sDurci's oT jji-ofit can
I" (l(\(l()|)((| ill VOLII- liusiiios
;,'tt liner niorc liusiniss and
n.liiciMir thf co.st of the
I'liiit.d niattiT. II o w t o
(i'> it. Incroase voiir business
tliiou^li (liruc't, convincinir Kt-
t' IS and stroiifr follow-up
["■iiilcd niattir .M-nt to a list
<|f pidsjiicts or possihli' ])ros-
l'"t-.. IJcdncr the f,.>t of
I'l iiittd niatti r hy doin^r vour
"\wi printing -ival jirintiT'.s
i'liiiting — in tin' privacy of
}<n\v own office, with your own
"'4 ''''.vies at a saving of «5
I" r ccrit to 7") ;)er cent. The
Multigraj)!!, a nmltipie type-
^nihr and rapid rotary jirint-
"^'A in-vss coinhined in one
hnndy niucliine, will do botJi.
'I'wo sources of profit can lie
di\(loped in your Iiusines.s —
getting iiion l.u.>iness and re-
ducing tile c„.t of the j.rinted
matter.
How to do it. Inrnase
youi- business through direct,
conviiuino- h.fters and strong
foilow-up irinted matter sent
to a li.>t of jirospects or j)o.ssi-
hle prospects.
liediice the cc ,,f jirintod
inattt'r hy doing your own
printing— real p r i n t e r ' s
Itrinting— in the ])rivacy of
your own office, with your own
cini)loyees at a saving of 05
per cent Uy V* jier cent.
The Multigraph, a multiple
typewritir .and rapid rotary
printing jiress combined in
one handy machine, will do
both.
Hi.
I
lll.-strat.on of tl,e attractiveness of simrt paracvraijl.s
;■-;'>• he r.nuul in oihrr fid.ls. Consi.ler editorials.
I --<- n. the Xew ^^,,,,< I^vcmu/ Jouruul are prol.ahlv
"-i I'.v a ureaier nuuil.er of pecpje than anv others in
^* ' jnuntry. A ohuiee at any o,ie of thet.! \vil| eonyinee
n^ that the credit Cor their pop-darity is not due entirclv
'" 'H^ ideas an<{ I'eeiinos expressed. The short, incisive
paia^n-aphs make th.eni easv readino- ...nd ;„..„.... fi,.
Hi; ssao-e eh-arlv on tl
^s. Mis,
ic a\eraoe mind.
i-sc
f the ,siu(jlr-.sciif( iicc Jiarayrupli. —Short
II
It ■.{
it)
.'{•J(i
nrSINESS rORRF.SPONDENTE
t
ill
>l'
l)arji^i-:i|)Iis arr undoiiljUdly nicst serviceable in Riisi-
ncss Kri,!4!isli. They should iu)t. however, be carried to
too n'reat extremes. 'I'bt re is a teiideiiey anioii^' some
writers to |)ai-i^i aph laeh seiiteiiee, regardless of the
purjxise oi' the letter or the class of people to whom it
's directed.
What is tlie /.suit?
Yon read the iiussa^e. Ol' coui-se. ^^)u can't
helj) it.
Voii iniderstaiid the idea,
^'ou <^'et an im|)ressioii.
lint v(Hi also feel that this cotitinuoiis hammeriim'
is a bit nionotonons.
x\ui\ it is not coM.plimentary to yom' intcllit^'ence.
It will do for the forei^jier just learning to read,
lint you are able to digest man-size doses.
The siiii^le-sciitence paragraph in its place is wondiT-
fnlly etfecti\e. lint when it tills indiscriminately col-
lection letters, answeis to complaints, and sales letters:
letters about iinestments, advertisin/4. insin'ance and
books; lett( rs to bankers, fai'mcrs, agents, and school
teachers, it is lime to call a halt. The ^^'oldcn lule of
adaptation to the rt ader 1 a|)plicable heic as clsewlKri.
What slioidd \M lliink if the consir\ati\e \; \ \'oik
K\tii'ni(i Pitrt adoplid l!iis short pai-a^raph method for
its editorials' We shoidd certainK' cease to regard its
statements as bearing the mark of authority. The idias
mi^lit Ik the sj'.mc; the sentences ininhf «.\ en be the
same; but tl;'etV.(t would be cjuif'' difl't icnt. And the
effect would not accord \\itli the diL!iiit\ ol a thrcc-ciiit
j)ap«r.
Iri iioint lA' f.;i(t, thr id v< eof!'. cx-rd in sinn h'-scM.lcMCC
j)araiiraiihs arc not likt 1\ to be the same as those in
THE PARAGRAl'II
32-
lar^or ones. There is no room for nK)(lific'at,i)ns or cx-
tcjjtions. Slronn- assertions and s\vee])in^' generalities
take the ])hiee of earefiilly hahineed and judieiai opin-
ions. Kxaetness is inipossilile.
Ii>. f I' lien .sliorl /)ar(i(/>-(ij)lis arc iiudcsirablc. — The
js'ragraph of a letter or other husiness eonnnunieation
(iiin'ht to he achipted tn the reader. The sin<^le-sentenee
para<4raph is not nsually suital)le in k'tters to teaehers
and other pi'ofessional men and women, or in <^eneral to
iiitn and women of the e(hieated and enltnred ehisses.
Tile uain iii attention that resnlts trom its use is more
than offset hy tlie h)ss in eon\inein<^ ])()wer. People
alio think for themselves pay no attention to the noisy
and extravaj^ant deelarations of the side-show harker.
riiey are likewise nnmoved hy the staeeato declarations
nl the sin^le-sentenee par; raph, whether ahont pol-
itics, morals, or Imsiiiess,
W-yardless of tl:e class of readers the sinf>le-sentence
]iaia<4raj)h does not Itelony in the ])uhlications of certain
classes of hnsiness houses. Kstahlishinents like Tif-
I iti\ \ and (iorham's could not ])rotit hy its u>e, heeanse
it la( ks dinjiity. Conservative investment houses should
.!' nid it. hecausc it saxoi's too much o) the <^-ct-rich-(|uick
lunics of the popular promoters. It is not suitahlc in
" httcrs of lar-^c t rMis|)ortation com])anics. art dcal-
< I . or ollur hioii-^rade concerns that <^ain n( v husiness
■^InW |\ .
lldur proposition in\(i' ^ a tpiick decision and a de-
cision hascd upon inip'i' latlu i- than reason, sin^le-
M mI( iic( pa ra<ira piling may bf found useful. I f, on llie
• >'lier hand, the pro|»osilion appeals onl\- to the limited
> and in\o|\(s a slow decision hascd upon conxiclion.
(I.,
. ;. .1.
i^t ly 1(1 harm than to help.
,.... ..^.
..1.
:ii I.
.i^l
.'}2S
IJUSINKSS ("OHUKSI'ONDKNCE
In J'
Then, too. there are eertain jjurposes of liusiness
Kno-lisli with whieh the siii^le-seiiteiiee Mara<>rai)h is not
in harmony. If \\c ;ire simply ^ivii.o' information or
adjustinn^ (hfftrenees c.f opinion; i; wf are eolKvtinn
money, refnsino- en-lit. or doinn' anythin--- v\sv disaoTee-
ahle to the reader, \vf should hcware of the sinn|r-sen-
tenee jjaraoraph. It always nivcs an impression of in-
formality- rvt-n familiaritv. .Sometimes it ^ives the
imi)ression of eurtness and rudeness; and it can never
«ive the smoothness and delicacy of touch thai is seein-ed
hy the lonmr pa. a<.raj)h. As we have said hefore. the
single-sentence paranraj)!! almost inevitahly leads the
writer to an..'ressiveness of attitude and j.ositiveness of
statement. The lono-er para^raj)h has room for (pialiti-
eation and e\])Ianation.
.)(). ]*ar(i(/r(ijihiu(/ cJdu.sc.s.- There is a tendeney aj)-
l)arent in the letters of many hiisiness houses to para-
graph separately no! merely sinnle sentences hut single
elauses in the sentence. This is a logical devilopmeiit
<»f the idea that the pai-'c should he hroUen a- iiueh as
|)ossil)|e. In \ iew of the main |)urpose of tiu' |)araf4rai)li
to Jiiake readitiu- ■asier the tendency nia\ lir iustided.
I)iii there are many people who n sent if. It is too oh-
\ious an atti'inpt to nain the attention. It siinn-ests too
much the mefhod of display used in street-cai- and el((-
tric-li;4lit sinus. \'ery ,,fteri i| defeats its own i)urpos.'.
Of course there are certain cases in which this mctliod
of paran-raphinii- is am|)ly justified hy custom and con-
Ncnience. .\n oi-d( i- for hcmIs that cont/iins scxcr.il
ifcnis shoidd lia\e each of thrse if(uis sepiirafely par.i
graphed, so iliai tin y can he clirciscd more eon\ enicnl l\ .
I'sa^i'i also a|»pro\(s the separ.-ife paragraph inn- of
c\crv clause in ;i set ol i-isofnt lon.s. Th.. !•(. u-.n!.! s! ■ !!!
to he sufhcicnl |)r.ce(Knt lor !)aranrapliinn separate ly
THE PARAdliAPJI
racli one of a series of reasons wliy an artiele sl-.ould he
|)iireliase(l. wlietlier tluy are in the form of definite
statements or merely elai.-ses. In many eases it has heeii
(Inne with sneeess. WMierexcr possihic. however, it is
tar better to make sej)arate senlenees of i-aeh of these
ivasons than to paragrapli them separately without
(liiin,y this.
( 'se the short i)ara<)Tapli— the sin^le-sentenee i)ara-
Hiaph even— when gainino- attention is y.onr all-import-
ant ohjeet. I)(i not use it when the eonvietion of a fc w
i> more useful than the attention of manv. I 'se it when
ynur j)roposition is po|)uIar in eharaeter and must ap-
Ptal t(» the many that are unedueated and uneultured.
Do not use it when your a])peal is made to the eultured
and wtll-edueated elasses. Tse it when you are selling
^iiods. Do not use it when you are answering eom-
plaints.
•)1. I'tiitu in the /xiraf/ni/iJi. Whether short or long,
I>atai;rai)hs will not eompletely ser\ e their purpose of
making nading easier for the eyr and mind unless eael;
one marks a detinite step in tin- |)rogress of tlu- eoniix)-
sition. The sentenees groujxd in it must he hound to-
jietlu r l)y very close relation in ideas. I'or the pur|)oses
• •r eoristruelion. indeed, the jtaragraph (nay he ngarded
as a whole composition in itself. It nnisl he eoiistrueted
iin tile same principles that govern the whole composi-
tion. I'tdess this is done, the fact that one jtaragraph
is s( I olf from another will he of lillle re;ii help to the
n ;iil( r.
riie p.iragraph must, first of all, ha\( unity. All the
"^inii net s in it unist hear u|)on sonic one |)oint in the
liiessage. This one |)oint ni.i\ he «hoseii In ati\ one of
I 1 1 1 1 .^ 1 1 1 1 n 1 < I I 1 1 ^ ,
I o .1 saic'i-iei u
lor
t \
:niij)le. it may he chosen aee(.rdiiig to its purpose, (»r
330
BUSINESS COHKKSPONDKNCE
function. These functions are usually considered to i)e
four in number. The letter must attract attention,
create desire, convince, and stimulate action.' A jjara-
^rraph of the letter may he devoted to each of these
functions.
5-2. Paragraph unit// illii,strati'd.~'n\t following let-
ter will illustrate this method:
ill
5:4!
4i
m
■I:
'til
m
Creates
Di sire.
Dkak Sir :
tittracts Oni' liuiulnd million tlollars arc s|Hiit tvcrv Vi-ur
itteiitiuN. on saks IcttiTs. Only oiu-sixtli of tin-' arc cvt r
nad. An- yours ani(>n<r tlio otficicnt .si\ r* Von
know you could (loublf your l)usini>s if von coiil,!
inaki' your K'ttirs so coinpiliiiiir that no husints-
man could liclp reading tluin.
I. earn to make thcni forceful, vital, -•ompcllinn'.
\ .)U can do it. Inntatiii.,? other jKopIe or hiriii:,'
them to do the work for you may xrve as a make-
shift, hut it won't he a permanent help.* Hunt's
liii.siiuss Kii;/lisli is practical '^\ndv for practic.d
men. It puU before vou. in siin|)le. us.ihlc foriii.
all the principles yon need to know to write anv
kind of l)usiness messa^rc. Each priiu iple is fullv
illustrated l)y concrete examples from ai'tual e\-
perii lice.
The srienlific v.tlue of the treatise Is shown li\
''"• '■"'•f that 't is Us. (I ill the l.iii^r.st I'liiversilN
Schools of Comiiiei,-,. ill the .•oimtrv. I'rofcssi.r
llenr\ .\m.s s.ivs of il : --No other t.\t hook on
composition is so lhoiMiiir!il\ piacticil. It U(
\ io|>s the pou, r o:' Ih. iiidis i.hi il."* Hut it i<t not
-i""l''.^ ■■' ''"^i I k for iiie stnd.nt. It is .-oinpl, I,
enoueh and ;ul\anc(d enoui,di for tjic . AptTioncid
!)Usiness man. .Mr. .lohn Smith, se. retarv of the
S'f ClMI'TKH XII Sm.K.s LkTTHLS
( V)H77*//'V,<.
Tin: PAHA(;RArir
331
Blank Mamifacturiiiir ("ompany, says that he
kccjjs it on his desk all tiu' t inir. Head the en-
closed <lfMri|)tive eireular, and you will understand
why.
Stimnlatis V.wn if you use it only as a referenee p;n'u\v on
Aition. the Httle points of piuietuation and /grammar, it
will he worth its price to you. But you are the
be^t jud-Tf of its worth. Si<rn the enclosed card
and your check for $2. Keep the book ten days,
and if you doirt feel that it is wortii more than
its cost return it to us and ^et your money back.
Send to-day.
Very truly yours,
Tn practice, few sales-letters are (luitc so inecluinically
<nii-,triictc(l. The parao-rapji division dcRs not often
eciiespoiid so closely with the functions to he per-
t "lined. Several paranniphs may he ^iven to the de-
rii)tion of the article to create desire, or to the evi-
nce ahout it to convince. Even so. however, there
\>iil he a proper division of the material, so that each
!);na<rrai)h will cover one phase of the snhject. One
V ill (lescrihe th^' materials: another will (lescril)e the fin-
li: one will ^ive evidence of tests; another, evidence
"I testimony.
riie letter ^iven ahove wonld i»e improved if new
l';ira«rraplis were 'leou,, at the points m.irked hy aster-
Kach paraoraph would -.till he a unit, for each
Id still contain oidy sentences that hear on a single
d,
"'•{. TcsiiiKj unit//. To iesi IJic unity ol his para-
:i i|)lis. the writi r should see if each (UU' can he summed
itii 111 •) i.iti<rlj> k. *.i 1 1 i >i t. .. t ir ii ....
..* li \
I* » ( 1 1 1 1 i \
I nrelatid ideas aic included, or essential ideas are
'.V.i)i
UrSINKSS ('OUKKSI'ONDrACE
IS
it
li
omitted. If it can he suniiiied up in a key-sentence, it
has unity.
Apply this test t<. the letter ahove. The key-sen-
tences are as follow s:
1. Von can increase your husiness hy making your
letters more compellinn-.
2. Hunt's Bii.siHc.ss Euylish is the hest ^njide to
knowiedo-e of the way of doin^ this.
.'J. Jt is endorsed hy those who have read it.
4. \\)\\ take no risk in ordering it to-day.
Jt will l,e noted that the wl'.ole letter can he sumn)e<I
up in one sentence: "Vou can increase vour husiness
l)y orderino' Hunt's Hii.sincss English to-day."
If the letter is divided into shorter paragraphs, as in-
dicated l)y the asterisks, the key-sentences will he as fol-
lows:
1. Only one-sixth of the great mass of sales-letters
are read.
2. \ on can increase your husiness hy having your
letters among that com])elIing sixth.
H. Imitating others will not help you to do it.
4. Hunt's Husiness English will guide you to do \l.
5. Tniversify Scliools of Commerce endorse it as
scientitic.
(i. Husiness men e?idorse it as practical.
7. ^ ou take no risk in ordeiing it t( day.
Tlie process of (Ii\ iding the material of other letters
m order to secsire unitiid paragraphs is much the same.
Tsually the ])uri)ose to he accomplished f)y a letter is
divisihle. In answering a complaint, for ixample. it is
u . • .. , .....
••*•<.» ii^et.v>.4i » I.; iiiij*ui.> tiie leaiicr wuii a hehei m
your sincerity and good will; to show him the cuiuses of
Tin: rAHACiHAl'H
833
tlir ti-Duhle; to c.\j)laiii to liini your responsihilitv (
]:uk ofrcspoiisiljilitv) for tlicni; jukI t
or
o convince liim
that it is still to his a(lvanta<rc to deal with
v<ni. It niav
take several ])ara,<rrai)lis to explain the causes of the
• lilhciilty. In any case, however, each should make a
cniiiplete step in the procuress of the message.
.H. Form imra(jraph.s.—Vu\{y \n the para<i!ai)h is
valiiahle chiefly hecause it makes each hreak ii the read-
in- matter follow the completion of a sle]) in the lo^rical
i»innivss of the messa<,re. It is also \aluaMe, in a prac-
tical way, in the use of what are called "fornj nara-
iiraphs.
Form paragraphs arc a result of the necessity of
many i)usiness houses that handle a larfre amouiit of
c.^ne-pondencc. They have found form letters inetH-
( i« lit for their uses, or not practicahle under some con-
ilitions, hecause of the impossihility of devising them to
fit all classes of men and all circumstances and hecause
"f their lack of the personal element. On the other
liaiid. the force of writers necessary to give each case
!'• ix.nal attention and personal dictation would he too
i\I><iisi\e.
They have met the situation hy takijig from one suc-
(■< ssfiil letter a ])aragraj)h that gives a certain piece of
it'i'Mination; from another a paragraph that presents
a (vrtain specific argument; from another a paragra})h
till! answers a certain specific ohjection, and so on.
S'lnctimes they have taken several that perform the
^niM function, l)ut that are directed to diflFerent classes
! ! aders. The paragraphs thus chosen are copied and
!'i'l< \ed, so that they can he rearranged to answer any
'■"iiilMiiation of (piestions or ohjections. If they cannot
'" used entirely, they can at least be used for part of
t!' letter and the renuiiiidcr can be dictated.
I
tl
.-J.'jl
BHSINKSS CORUKSrONDKNCE
i*
Is
Tile use of form |)ara^n-ii])li.s does not result in ideal
business letters. They are likely to laek eolierenee, and
sometimes unity. They are better than I'orm letters,
however, iti dealin<4- with established trade, and thev
save e.\i)ense. AN'here this is an important J'aetor. tluv
are an ellieient substitute for t!ie p"rsonally dietated
letter. The form para^n-aphs, of eourse, shoiihl be eoiii-
posed by the same person who dietates any additional
matter in the Utter. If this is done the resulting mes-
sa<;-e is a very o()(„l .substitute for a letter that is per-
sonally dietated throughout.
It is obvious that a form para^n^raph, to be of use,
must be eomplete in itself. It must not recpiire any-
thin/^- to explain it. It must be a utiit. I'nless it is so
eonstrueted, it eannot be eombined sueeessfuUy with a
lar^e variety of other |)ara<4raplis. This praetieal
reason has been of mueh aid in many eoneerns in foi-eiii!,^
a reccpnition of the iinportanee of j)araoraph unity.
.).}. Xarrfitivc order in the parac/raj)}!. — Coherenee in
the ])ara,irraph is mueh the same as in the whole eompo-
sition. The sentenees should be in loi^ieal order, and
should be so eonstrueted and eonneeted that the relation
between them is elear. The ])roblem of looieal order is
less important and easier of solution in the parayrapii
than in the e()m])osition as a whole. Proper eonstnit-
tion and eoniieetion are the most essential means of
seeurinp para^raj)!! eoherenee.
The narrative order is the simplest, thou^di not tlio
most eomnion, in the Husiness Knj^lish paragraph. Hue
the faets are f,nven in the order of their oeeurrencc. It
is usefid in presentin"^- the .steps of a proeess that is
bein^ e\j)Iained. or in stating- tlie events tliat led up to
a certain situation. To anan<.i'e tin ni }iai)hazardly jnst
as thev eome into the mind would be less effective.
THE I'AHA(iKAI'II
335
Exa mplcs
lirtfcr
^™iuv,.,„„,.,„„,,|i„|„i„, v„„ i„„, ,„„,,„„„,,,. .H ,i,h
'.t. II ..< .™ N„v. a,,. ,„„, „,,,,. y,,^ ,viii ,,,,„,,„,,„
" ,11 n.,„™„,„ „„.„ ,„ ,„ i ,„,,,,,^ !^';
1"!. in 10 fkv V ^"".WnvrnJ 10,000 lot-
' 1" iU d,i;.>. \„„ ,),,|,,.. ttr-luads Nov Ifi Tf ;
""I 10,000 lettor-lK.,uls Nov Nov oo , ' ' . ' """
k; It ■ i. • ■^"' '""I tlu're arc st 11
• ^; .s true vou .Lliverod ,0.000 Mtcr-hends to be d
'^ -uel„pesNov.l4,buttl.e Inored to us.
''I'k of the order is still un-
til li\crcd.
M. Dc^mpfkr onin.-The descriptive order is oc-
: "'•-'-"" '■" !*"--« KnKli.sh ,;,.ra,..apl,,s If t
."."cs necessary t„ j,.ive a ,„e„tal picture o s,„„e a
t" I- tins ean frc,,„enlly l,e ,l„„e l,v jrivi,,^; a .e^l.nl
:'"|;'<«'"-. "f it, f..llo>ve.l l,y ,l,e .no'st nceestarv", ,a
' "-■ <'.-'ler ,„ which they .nisht he „hs. rve,l. The M
'""■".«■ I«raj;raph will i|l„,trate this ,„eth„d:
'*' '" !'"■ "''■' '• l'"'-«'-lf- Hltl.' m.,.,1 I,,. s,u,l l,v «-.,v „f .„
::"'" '"'• "'■' •■■^'"I'k-" i- -II k„„».„ ,„ „. , i:i" '"■
; :r:::„ifr""" "■"'■'■^- ■'^"' '- - -^ "-■'-"'"
»<l. II... ,t„u.ro„„„_„„.„v „f wImVI, „rc. arr,,,,.,., „, ;„,,,
■ nve„,™ce. ,„ „„ rf„,„„, ,„„„„ „„ „„^^ , ^^ ' '
"«n.b„rg-A„,er,ca„ L.no). ^ ,,,„ „, „„ .,|,ip ,|,„,i„g
•.m\
lU'SIM.SS CORUKSrONDKNC i:
I
till' localioii of ;hc (lifrcntit stiitcroouis and Miihs anl tli'- i \-
(•(■llciit ,'q>])()iiit!iU'Tit'^ of the stfaincr for u criusi' in Hie Mt-di-
f( rraiu'iin Is stiit vou lu rcwitli.
As a riiK', liowcv cr, tlic rcfinircmcnts of Jiiisincss
En(/lisli make lc>ii,<,4hy (Icscriptivc passa^^fs iiiadvisaMc.
rii()t()<^n-a])lis, drawings, or otlur i)i('tnres take their
l)lacc. If descriptive matter is <;iven it is eoiideiised as
inueli as ])( s !e, Fre(|iieiitly it contains only a stah-
nient of the materials used, and the (piality of the work-
tnanshii). The following- example will illustrate:
Till' c'r,<rravin<,' of (iaiiislmrouirli's ^n:i\: y)ortrait of I,.i(iv
Hamilton measures just ^ x 5 feet. Wlien framed and Iniiij,'
in tlie parlor it will add many dollars in decorative value to
your home. T,ady Hamilton is generally admitted to b( the
most beautiful of all the eourt beauties i)ainted by the gnat
master. Certainly, tiie Hamilton jjieture is Gainsborou;;i''.s
greatest masterwork in ])ortraiture, and, in ronee])tion .uiil
execution, ranks with the greatest of Rembrandt and Titian.
l'ossil)lv \)u have never seen a more beautiful portrait-picture
nnd I nibt whether any work has been more consummately
ext luted.
.57. Di'diicthr o/v/cr.— Narrative and descriptive ma-
terial is usually hut a small part of Business En^dish.
Exposition and ar<iument predominate, for it is "hy
these that action must finally he secured. The ^ncit
majority of paraoraphs, therefore, follow one of the
orders that are most useful in exposition. The nmst
important of these are the deductive, the inductive, and
the climactic.
The deductive order works from the jreneral to the
!i* . Tf f!-.4-cv :• .-rtiT^.:-r'i1 *v!!t]i "Mi! fiillnw; this ^vith
a concrete illustration. It states an effect and then
s « -
i r
Till: I'ai{A(;hai>h
.3.-37
nientioiis tlie causes. It is the doniinatiii^r niethod.
'J'lic f'ollowino- nill illustrate:
■I'll, shr . ,,-,■,■,,, h, r stuuls ii.ansf (lu head of the ..ffico. He
i- llir <onfi(l(iiti,il man. Hi., t ratiscnlur of the srcixfs of the
Imimii.ss. '-I.ook into thai aiul rvvnvr and "What do you
*'""'^ "f ■ . . ■" an. .■v.Tvdi y remarks iKtw.rn husimss men
iiid tlicir NU'nii^n-a|)liiiN.
■^ - '■■■'■'"' ■'^'" tli<- lioi-I/nn nf speech was limited. When
will- M ndfather « ,s a yoiin- man his voic. could b.. heard
"H a stil! duy f-r pcThaps a nn'le. Kven thoi.nh he used a
■ ikiuM. trumpet he could not be la ard so far as he could
■■)S. luduciivc o/y/<7-.— The iiuhietive oi'ler is the ex-
•irt ..pposite (.f the deductive. The i)ara,t.raph begins
\Mth concrete and specific statements, and concludes
\vitli a general truth drawn from them. Or it begins
^Mtli causes and ends with effects. Tt is the suggesUve
i-athod. Following are examples:
In tlie days of dose competition in both (juality and jirice, it
i> iM.Hssary to colhct jiromptly in ..rd.r to be able to buy
"II material in lar^rc quantities at cash rices. If we d,, not
'"li'et promi)tIy from our customers and our competitors do
f'H'i th.'irs, we shall find ourselves at a disadvanta^rc in keej)-
iii::.iown the cost of pr-uhiction and unable to compete as suc-
<->fnllv as we shoul.i. This will react to the disadvantage of
our rn>tnmers who u .1 be 1. >s able to compete with the cus-
t'liiii rs of (Hir competitors.
'Ilie chest< T am makin^r ,,re fashioned from the most frag-
r.ini ..„d pun-ent \ivi\ ( edar that prcws. 'I'hese Cedars have
'l"ii- natural home ri^dit here in our own Southern Mountains,
ami ;renuine Southern l{ed Cedar, as you k.iow. is noisonons to
;iH>t!,s and oth.r p.'sts that live on furs and woolen garments.
Ilu V >imply can't brea.the tl-- strong Cedarv odor and live
f w^^Wl
' />
338
BISINESS (.'OKHKSPONnKNCE
*JT
In fivir shops an' imii who wofk witli wood as Koafs did witT;
words. Tlicy take thf xasoiud himhtr from the y)ilf, th( v
smootli it and polish it and -hape it and it in it nntil it r\-
prosses a tl;on^ht. .Mdi «ho lio that do not liiinv. Tht'y an
not niakinj,^ .a Jiundrcd tl:in^r> at once. Iii''_v ai'. ni.'kin;^ one.
'J'hat i, wliv there I-^ a distinct individuality in cai'h H rk'y \-
(iay ]>i<'(t'.
C()ni|)cirison of tlicsc two jjara^nipli orders will sluiw
that the (lediietive has the greater atteiition value; the
inductive is the iiiofc conviiieiii;;'. 'I'he former is usually
preferahle at the i)e^iiinin^" of letters. 'J'he latter is
usually preferahle in the lat<:cr part, when interest has
hecn secured. Xeither, however, should he used to tiic
exclusion of tlie other. Ktrectiveness is greatest when
tltere is variety.
.59. Climactic order. — The order of climax is hy far
tlie most common in Business Knglish. The facts are
]ilaced in the order of their importance — en(lin<ir with
the most important — so as to secure a cumulative effect.
The order is especially valuahle in giving a summary of
the advantages (d' anv article or the reasons for anv act.
Another j)oint in favor of this order is its value in secur-
ing emphasis, as will he shown later.
Example of the climactic order:
The Young isn't "just another safety." It's safe, it's
sinijilo, it's conipaet; its shape is the shajie you are nsod to,
its blades Imld their fine caittiiifr edp-s l)eyond what you have
bt'cn led to expect, perhaps. Hut the doniinatiuij apj)eal of the
Young is its any-angle feature-the feature that gives you—
any man, the old-tinur or the Ix'ginner that slanting >tr.:Ko
which is absolutely essential for a j)erfect shave.
tP
These orders are hy no means the only ones that arc
useful in the paragraph, hut they are the most import-
Tin-: I'AJ{.\(,|{AI'H ;j;jc)
•int. The fact that paragraphs arc so -cncrallv slu.rt
n.ak-cs It nnncccssary tc. mention other arrangements of
tlic sentences.
<;0. Constnivfuni and mninrfio,, i„ fhr paraqraph.^
It IS tucessaiy. however, ... ^Wvc some thounht to the
M'Hst.on of eonsin.etion and connection, to secure c(,-
I'-i-ncc within the para^n-aph. Tliis is the more tn.e
I'n ausc the desire to suy mwcl, in few words often re-
fills m wide o-aps between the ideas. These must he
'Midn-cd, if tlie message is t.) he easily .irrasi)e(l hv the
n;!(ier.
Keep the following principles in mind and vou will
Ih- hkely to secure coherent construction. 1).. not
Hianoe the subject of the sentences. If the ideas are
Minilar, put the sentences in sin)ilar form. Do not he
'it-aid to repeat words. Do not chancre the tenses of
yn„r verhs. Do not use many participles. Notice that
tlu paracrraph just written exeniphfies these rules.
Here are two more instances:
IJii: Hrn stands 7 inches tall, sIckIcm-, niasslvo, handson.o. 11.
nn:;s stt.adily for Hvo minutes or intermittently for ten. lie's
!'!' i-in^r to read and pleasing to hear.
i'nidenl mm are now ,ioin- j„st what Bake:- (i;,! They
' n:v husiness insurance. They take it because It is noi an
'M"nM.; because it Is a ,)rotectIon; because it is a substantial
-i'l^Mnn to their assets; because It Is just so much money to
"^^ 't' m case of dissohition chirlng the life of partners. "
^ '.nnection within the imra^rruph is muci, the same as
;;■" ''ctween in.lividual paragraphs of the messa-e.
'I' <nmmon conjunctions, "and" and "hut," are the
»;'^«Nt hnks. They may he used, however, wb.n tb.
T
i^ coimected by them
adverbial conjunct
are co-ordinate or contrasted.
til
ions moreover,
'how
ever.
:54(
IM'SINKSS ("OltKKSI'ONDKNtK
"llierefore," "also." and the phrases, "on the other
hajul," "of course," and the hke are hettcr. Better still
arc demonstratives, "this" and "that" and repetitions
of words. The writer slionid have at liis coinnianti all
tlic (hffcrent varieties anc' elioose the <»nc that hest suits
hi,-> purpose.
Kxainple:
'rii;i(\ the hiatily of tlic (Jirani (inar. It ^ivcs you tlio
full l)n(li((i tropic (jiialily of t'lc iiativ' Havana t(,l)acc(). Hut
this is fully ^tasonrd. iiirllow, and >wi it ; a ciirar that vou c.ui
cii/|oy to the full without its ^'■ittluL'' on your nerves. Tiie to-
bacco i^ seaxiind hy the natural ('u')an process; not "sweatid"
artificially. .\n(l we hleiid it hy u method that is oiu" own di.s-
covery. 'lluii's no otiu i- way to ^jroduce such u cigar.
iil
w
T)!. Km j)h(i,sts in tl/c ixtrdf/raj)]!. Emphasis depi-iids
on proportion and position. I'roportioti in th? Hiisincss
Kno'lish par.'ioniph is not likely to he tronhlesome, ho-
cause of the hre\ ity and strict unity reipiired. There is
no likelihood that a minor idea will i)e <4i\ en more space
than an important one. Position re(|uires more attiii-
tion. The hcninnino- and end of the paragraph should
lie oecu|)ied hy sentences that contain the most import-
ant ideas, expressed in the n' ist elVecti\e words
In securinif this emphasis cd' position the climai'tic
order is of help. This nattnally results in puttino- the
stron<;est ar;^niment at the close of the para^n-a|)h. It
mav result in a rel.'iti\(Iv weak heoinnino, hut .he ( tid
is the more im|»ort;mt of the two jxtsitions
1 1 li;is he< n I'ouihI th;il the Lrrejilesi emj)hasis is Ire-
<pi(iitly secured hy putting- a \(iv short ser.tence at llic
enil. This is in the nature either of a sutnmarv (d' I'lc
idias just preseided or cd' n conep* te iljustralioti ttf
them. It s!iik( s the re.-ider liki' liie snap of a whip.
fit
THE rAUACJRAPH
yii
The Collowin^ will illiistnitc c'ni])lia.si.s;
U'Ihii tliis wiitcli Is iicc'oiiipaiiiid by tlif Kcw CIiiss A C'er-
tllicitcs it iiiciuis that the Kt'W ObstTvatorv in lOii^Luid (tlio
iiin>t fuiiioiis ill all tLo world) lias .srii'ntificallv tcsttd and tried
tlii^ jiarticiilar watcli uiid ^uaraiitcfd it as of iiiaxiiiiuiii ac-
cuiMcv. Sucli a ci'i-tificatf means that the instniiiieni is more
than a fine watch; tlii' stars in their courses are scarcely more
ii pillar.
Do voiir h.'iulinfr costs vary at diffen nt seasons of the
Mar.' Have v on ^rot it down in black and white for evirv
Mioiith so that you can control and regulate all tluctuations ?
Ai ( ordiiifr to the Cirainm sy>teni, the cost of handling- a ton of
li ly, for instance, over a ^iven route mi^lit l)<- eiirht cents at
imc X ason of the year and only three at anotlu'r. Hut tlie
piiint is--voii will know.
kh
ill the construction of ])!iraorra])hs, then, the writer
nt Hiisiness KnoHsh sh.ould renu-mher that attractive
pnwir is only ^i^ained with short ])ara^ra|)hs, hut that
Miiiirtiines these are undesirahle hecause of their ahrupt-
in ss or their lack of dignity. He should deal with only
"IK main idea in tlu' message; should so order and con-
liiict its several ];nrts that pro^i-ess hetween them is
I :is\ fctr the reader: and should sre tliat the most im-
|'"it;nit |)arts are jjlaced wheri' they will make flu- diep-
.'liid nios
I las!
mo' impression.
it
\.
u
lil
CHAPTER V
THK SKXTFACF.
02, Srn truer ron.sfnirtioii /;// rcrisinti. —The coii-
striK'tion of i)ara<>Tiii)lis, as we liavf sitm. is a matter of
})revisi()M: the eonstnietioii of seiitenees is a matter of
revision. The writer who formiihites his sentences in
advance, aeeorchnL-- to (Kfinite rules, will never l)e a
<4reat success in talkinsj;' into a dictaphone. Tie may het-
ter ohtani the force and freedom neces>,arv in l^i:;iness
Kn^Iish l>y adoi)tin<r the method of Charles James Fox.
w'lo, as he tells us. threw himself into the middle of a
sentence and trusted to (Jod to get him out.
For ;dl that, there are certain hahits in sentence struc-
ture that should he cultivated. There are certain ])riii-
cii)I<s that should he so comijletcly a part of the writer's
mental ((luipment that his thoughts will naturally ex-
press themselves in accordance with them. To rcacl.
this desired state, he will iind il neccss-nv to read over
his siiitcncts after they are written and revise them
(■;! re fully.
The nccessilv oi' this is constant. Kven expericncdl
writers sunulinies lind lliat their sentences show <'itI;iiii
hahitual faults: for iu lance, the fre(|uenl use of I'm
parlicijile in ihc ahs«>hite coiisl imicI ion, or the split in-
'ii"''i\i'. If nolhuig more. Hk re is often ;i laek o|' Ih \i-
I'lhty. a failure to make use of all Ihe various scnli i.e.
forms that ;h e ax.idahle. 'i'lie wiiter who juis not m.i>-
lend till' possil»ililie.s of the ddlert nt senlence forms is
;{ fj
I
TJtE SENTENCE
343
;is much luimpercd as the one whose vocabuhiry contains
(iiilv .1 few hundred words.
tI3, Kljh'icni sen I dices. — In the final analysis, it is
(III th*' effeetive?iess of the individual sentences and
\N(-rds tiiat the inijjression made i)y the message de-
jjcnds. iVll inipr'/ssions are composite. Clearness, for
(.\;unj)le, is not wholly a matter of general organization.
It demands that the meaning of eaeii sentence shall he
instantaneously and unmistakahly revealed to the
reader. A single obscure piu-ase clouds the whole mes-
Tiu .,itn..tion is like that of the manufacturing estah-
li^ilnlent seeking ethciency. Organization of the dej)art-
iiK iits and system in tiie work are essential, liut these
tilings are of no avail unless the individual worker fits
iii-. jol) and becomes ])ersonally etlieient. So in Business
KiigHsh, the jjroblem is to make the smallest units etfi-
eient.
Sentences, like paragraphs, nuist be suited to their
|Mirj)ose. It is unsafe to advise the extensive use of
]M ricdic sentences, of balanced sentences, or of any
• itlicr form. There are dilferent mijids to be reached
.ii'il (hlferent ideas to be presented. The pr;ncii)les to
i" n;v( II in this chapter, therefore, are somev.hat gen-
(r;il. Their ap])licati(in va'-ies with c-onditi( ns.
It iiiiis* be remcml>ered that there are some allowable
M iil( luts that (h) not eonform to grammatical rules.
I s.iU'' ha', instilled thein and made them an imi>ortant
|i.!it i)\' the language. These idioms, as tluy are called,
an ev( u more valuable in nusine>s Knglisb than in liter-
ature. .Since they have their origin in our daily speech,
they have a nati\i' vitality that is l.iekiiig in m<ire formal
(lietio;..
Do not hesitali' to write / I'lul nitlnr. XolliiiKj in
t
m
'
;
i.j
;J44
iirsiNKss ("()HRi:si'()M)i:.\{ i:
,1
I
\i:
better, Von can do it, too. Do not licsitate to use an\'
e\i)ressioii that has heroine estahhshed in the hin^uaye.
Usa^'e, not rules, is tlie hasis of all mediums of com-
munication, hhoms will he discussed more fully in the
cha])ter (ni "XN'ords/' The matter is mentioned lure to
exi)lain some apparent violations t.f the <^eneral prin-
cij)les that are now to he discussed.
All sentences, with the exception of rec()<,nii'/.e(l
i(h"oms, should he constructed in accordance with the
})rinciples of Tnity, Coherence, and Emphasis. All
should he clear, ^ramuiatically correct, and as interest-
ing- as ])ossil)le.
(!4. Lcn(/tli of scHteticcs. — \\'riters fre(|uently as'
the (]uestion, 'How lonn- should my sentence he^" '"'he
answer is not unlike that nivcn hy Lincoln when asked
how Ion*;- a man's le^s ou<,dit to he: "r.on«4' enou^di to
reach the «>Tound.' A sentence should fit its place.
One hundred words may not he too manv in one ca^ ;
ten may hi- too many in another. TIk purpose to he
accomplished, not the foot rule, is the standard of
measurement.
It may he of help to know that the sentences uf siicli
clear writers as Macaulay and Stevenson averaue ahniit
twenty-five woi'ds. liincohrs a\i-r.in(' fviii less. In
liusiiiess messages the a\»rau'e should not hr yrcati r
than twcnt\-ti\<' words and in some kinds it niay Ik
much less. .Sales Utters, as a rule. ri(|iilic slioi't s( ii-
teiiees, lit raiisi of tin ir attention v.aluc and their eh ar-
iirss. An-.\\(is to eomidaints slioidd haw lonurr oms.
hecause of lli( ii' greater smoothness.
l-otin'. nivohcd sentt Mfcs are to he avoidtd. If i'e:iil
at all. thiy ai-c likeiy *(. fail to make the meaning- dear,
and ai( almost certain to lack force. Im|)oi-tanf ideas
are hui-i((l, tlie reader is cMtifnsed, aiMJ the impitssioii
HE SENTENCE
created is one of ol)seurity. The following actual ex-
;iiiil)le is only one of a type that is too numerous:
I .ifrrcc with you partly as to tlif aiiioi.nt of iducation I get
HI \uur offic-c in so imich that it is practical and not m.ntal,
wl. rcas in takiiicr this cour: .• I have a cliancc to fr^t more of
•lie iiKiital facts of vour f;ranch of business, whidi of course
ui!l li.Ip me very iniicli as a foiindatioii for the practical ex-
I ' nciK-e that I jun liavini^ everv day in your ciiiploy.
Mere lenr^th is not necessarily ohjectionahle. But it
iiMially hrinos with it a iiiiinher of serious technical
aiilts, most imj)ortant of which is lack of unity. Ke-
■••ardless o\' len<>th, each sentence should l)e a unit. It
>!inii!.l contain one C(»m])lete thought, and only one.
<».>. Fra</mciil(ir// ideas. — Desire for extreme hrevity
sometimes leads to the evil hahit of writin^r parts of
iilt as as sentences. Consider the followin*,': "This ma-
chine is durahle and suhstantial. It will last a lifetime
"f use. Contrary to the ^rcneral impression." The use
nf a capital at the l)e^innin^r and a ])eriod at the end
'I'H s not create a sentence, luen if we wrote, "This is
'■ntrary to the ucneral impression," and thus <,nu'ned
.i^iammatical completeness, we should not have a unified
-' lit. ticc. The .\-ii would still he a suhordinate idea
in huioiiiii- to the preceding- sentence.
'I'll'' iollowino- examples will further illustrate this
I'-int:
li,i,J /irtt.r
■|'ii' n<a\er uill take any Th.- Mea\(i- will take uriv
■"' I'M"'- \\'hile olJH r, are -i/e pa per. wlier. as nine inelies
'""■'"' •"' nine In. h.s. is fl'.' iinnt on otli.rs.
\ ,::r.at d.al of statistleai A j,rr,at deal of statistical
I'll'orniation has he, ti colleet^ inforni.it ion has h, en coll.ct-
"'■ It cost .'JJIU.OOU to iret it. ed, at a total cost oi' .xJU.OOO.
ill
lUG
BUSINESS CORRESPONDENCE
\\y
iH
ElJ^
We ^iKU-iintfo jH-rfec't satis- If you art- not perfectly
faction. Or refund money. satisfied, wo refund your
No inai'liine is better. He
nionoy.
cause no
hett
er can De made
lO machine is
hett
er.
1)
Sales that are made hy per-
sonal .ipjieal or personal con-
causo no better can he made.
Sales that are made by ])er-
sonal appeal or jiersoiial con-
tact, in 90 per c^nt of the tact, in 90 per cent of the
cases, are made by a divided oases, are made hy a divided
api)eal. This is an appeal appeal ; that is, an appeal that
that is part mental and part is partly mental and j)artlv
plivsical. physical.
When a clerk sells floods When a clerk sells ^oods
over the counter, a mental an- over the counter, he makes a
peal is made by a sales talk mental appeal by a sales talk,
and a sales talk is used to dl- which at the same time directs
rect the mind of the customer the mind of the customer to
to the fToods displayed. The the jroods displayed, and ttie
^oods making' the j)hysical ap- ^;oods make the physical ap-
]»''il- peal.
In some of these cases, it will lie noted that the (htli-
eulty is ehiefiy one of jjunctuation. However, the hick
of p-aniniatieal conipletenes.s sinij)ly shows the hiek of
unity more clearly.
Some /rood writers use ])arts of sentences occasionullv
as complete sentences. It is danuerous, however. I'ltr
any l)ut the e\|)ert to do so. Kven the hi^h cost of
space in ad\ ei'tisini^- does not excuse some of the dis-
comiected fraoincnts of ideas that arc to he found in
copy. C'ertaiidy there is little excuse for them in ht-
tcrs. Kach sentence shoidd contain the whole of an
idea.
<i(>. Tdo inciii/ iinnJiilcd !;Jc(is. Much more comiiicn
is Ihe |)racticc of oronjiino- scviriil umclated ideas in
one sentence. I'\\v writers v.diild lie ^iiiltv of such
THE SENTENCE
847
atrocities as this: "The Inisiness haronietcr indicates
hin-li prices on all woolen "(jods this fall, and we are
(ift'erin^ a full line of specialties that will appeal to the
trade."
In dictatin^r letters, however, one is likely to he led
from one idea to another, until he lias strun<if together
a lar<re nund)er of them. Each has some relationship
to the next, hut the last is far from the first, and there
is no common i)ond to unite the whole.
Example:
Lacks Unity
Vov) arc not tlie only nian-
iifacturi'r of sliocs, tlicrc ari>
a nuiubcr of otlicrs fngugud in
Unified
You are not the only manu-
facturer of shoes; there are a
nuiiilKr of others engaged in
the same industry, anil all of tlie same industry, and all of
those so engaged are striving tiiose so engaged are striving
to obtain for themselves the to obtain for themselves the
largest jirojjortion possible of largist proportion possible of
tht business that is offered the business tli.'t is offered.
■ iiul no matter how well- No matter liow well grounded
L,n-ounded you may be in the you may be in the fundamental
tiiiidamental principles of principles of manufacturing
inimifacturing and selliiii; and and selling and no matter how
nu matter how well you may well you mav realize that in
rcili/e that in order to do n order to do a prosperous busi-
|irns|ierous business vou must ness you musf obtain sonie-
ohtaiii somi thing in excess of thing in excess of the cost of
the cost ot votir goods you .\ our goods, you are no longer
•ire no longer a ♦'n.,. agiiit as a free agent as you wool < be
ym would be iin.li r inotiojioiy. undi r monojdilv. Vou are af-
I'llt affected hy t h. act> ul fected by the acts of others,
"fliers, many of whom are ig- many of whom are ignoratit of
ii'Taiit of 111,, first priiicipi.s H^ first jjrinciples of business
"I l)Usiness, and are gmplng d are groping in thi' dark
111 the dark and hoping and hoping against liojie that
{'1
cl'-
3^8
BUSINESS c()khi:sp()M)i:n('i:
against liopo tlmt tluv iiiuy they may conduct tlicir bu
si-
coiiduct tliiir h
Tj
hiisiiu'ss at a ncss at a profit. iius condi-
])r«)tit, and tliis condition is tioti is called "competition,"
called "coinpt tition," the stri- the strivin^r of two or more
vinjf of two or more persons persons for the same thiiifc. [|
for the same iliin^r, and it is is a condition that exists not
a condition that exists not only in the line of nianufac-
only m the line of manufac- tiire coverin^r shoes, but in
ture coverin<r shoes, but in nearly every other that can be
nearly every other that can be mentioned,
mentioned.
]Jc'\vare ol" the "irouse-tliat- Jack-built" sentence.
07. Incorrect grouping of idca,s.—-Thv following ex-
ample is more complicated :
We force the friction and the cover into the fabric, tliereby
brin^rin^/ the })lies of duck closer. In >roin^ over the pulleys,
tliis reduces t'.e thickness of the belt and thus decreases tiie
strain on its outer surface. It also lessens the tendency of the
plies to separate and prolon^rs the life of the belt.
The obscurity here is : le only ijartly to the use of
technical terms. It is Uuc more to the fact that the
ideas are not properly grouj)ed in sentences. One sen-
tence s1h)u1(1 explain the construction of the belt. Tlic
next should e-q)Iain how this lessens the strain on tiu
outside surface. The third should exi)lain the other ud-
vaniagcs of the construction The last should sum up
the general lesults.
Kewritteji:
liy forcini^r thi' friction and the cover into the fabric \m
brin^r the plies of duck closer and reduce the thickness of the
\h " There is conseejuently less strain on the fiuter surface "f
the belt when it f,'oes over the pulleys. There is .also less likeli-
THF. SKNTEXCK
liiV
Iiood that tlu- plies may separate. These two savings prolong
the life of the belt.
r>8. "Com ma fruilt."~Aunihvr aj)i)aiTnt violation of
unity, wiiic' is in iiuiny cases only a violation of coher-
ciKT. is the "c-oninia fault." This is espcrially prevalent
in the work of you!)^^ writers. It consists in writin^r two
unrelated, independent clanses followino- each other
with only a comma for separation. The remedy is some-
times to write these clauses as two distinct sentences;
sometimes to supply a proper connective.
Examples:
77(r Comma Fault
While ill my fath(>r's ottice
r hud charge of the collec-
tions, this gave iiie the ability
to (leal with people.
lieuTiffcn
While in my father's otfice
I had charge of th.e collec-
tions. 'J'his gave me the abili-
ty to deal with other people.
Or
While in my father's office I
had charge of the collections,
from which I gained the abili-
ty to deal with ])e(,ple.
Tn revisin^r sentences, the writer shoiihi always look
first to their unity. He should see that each contains
a complete idea, and only one, with its modifyinj,^ ideas.
He sh.ould see that the several ideas are clearly ^rj-ouped.
If he does this, he can ^rovern the len^h accordin<4- to
tlu effect he Avishes to produce.
<)I). Incolurcncc. — Incoherence is the most common
'Milt in sentences. It residts in all maimer of awk-
\wirdness and often in obscurity or amhi^niity. The
• "'"»" ca.uses of incoherence are ])oor order, poor con-
^iiiKtion, and poor connection. The following illus-
' I lies all three causes:
:J50
RISINKSS CORRKSPONDKNCK
=!;/
Imohcnut Coherent
Admitted tlijit \sv otilv know Altliouirh w,. know tliinfrs
thin^rs l,y ..xpt.ricrur, vet our only hy cxixrii ticc, our minds
nnnds m.tv Ik m) trained tliat mav Im^ so trained that we can
w- can assimilate and analv/.e more readily asMmilate and
facts and factors which w analv/.' the facts and factor,
come in daily contact with so with whi.h we <'onf into dailv
'ii'"li •>"">. readily, and ti:at contact; uid this trainin^r.
coupled with the [.racfi,,.,! ex- coupled with practical expe-
ls rieiice in y„ur oflice uill rience in your office, will make
make a more efficient worker us more ifficient workers,
than cither trainitu' alone.
m.
%\
70. Logical o'Y/rr.— Order in the sentence demands
that modifiers shoidd he ])laeed as near as possihle to
the wonis they mochfy. The rule is trite, hut it is far
from hein^r as sim|)le as it sounds. Faihire to ohserve
it results in many sentences that the newspaper funny-
men deli^dit to (}uote. Even careful writers sometimes
nod.
Examples:
Incoherent Coherent
Drop the little tahlet you Drop in a pint of water the
will Hnd enclosed in a pint of little lahlet you will find en-
water.
closed
or
The little tablet you will
find enclosed s h o u I d he
dropfx'd in a ])in^ of water.
In the first place, we ])lace a In the first place, w<' put ..ii
rnhher cov.r of suHici.'nt th( carryin^r side a ruhh. r
quality on the carryinLT .id,, to co\er of sutfi.M.rit (pialitv to
withstand the action of the withstand the action of" the
material conveyed. m.iterial conveved.
THE SENTENCE
851
I
One pf tlic chief (lifficiilties is the correct position of
.ulverhial modifiers; such as, "only," "also," "likewise."
■iikI the like. These should be placed next the words
tlity l()<4'ieally iiiodify. Correlatives, such as "not only"
and "hut also" should occupy corresponding positions
ill each clause.
Examples:
Incoherent Coherent
^'()ll will not only find the Vou will find tlic furnace
tiiriiaco fc-ononiicd in the not onlv cconoinicil in tlio
amount of coal used Imt also anKnuit of coal used, t)ut also
(,i>y to oj)i'rate. easy to oj)erat('.
Split infinitives, such as "to really know," should he
a\(ii(led, uidess the avoidance leads to awkwardness or
]u(lantry. This danger is so rare as to he almost negli-
,iiil)le.
71. Vnncccssarii chnngc of point of victc. — Poor con-
sfnietion is a f're(|uent cause of incoherence. One of its
(•(Uiimonest forms is thr unnecessary change of suhject.
Tlie suhject of two clauses in a sentence should not he
{•lianged unnecessarily. The voice should not he
clianged from active to passive or rice versa, nor should
the mode he changed unnecessarily.
Jvxamples:
Incoherent Coherent
Kulilxr will stand a great Rubber will stand a great
I' Hunit of heat and the cold- amount of heat, and will re
' -I \v( uther does not ini});ur its main flexible in the severest
!l' \il)ility. cold.
We t,ik(> great care in the We take great care in the
' iMif.icture of every })art, manufacture of every part
' i 'igid inspections are made and make rigid inspections at
''> us ;it every stage. every stage.
MICROCOPY RESOLUTION TEST CHART
-Njl unu iiO lEbl LHART No 2'
1.0
I.I
i;^ 1 2.8
|jj|Z5
[2.2
zo
1.8
1.25
1.4
1.6
^ APPLIED INA^GE Inc
r-i
.'J 52
nrSINKSS CORRKSrONDKNCK
.: Hi
Wv solicit your orciiT .-irid We solicit yo ir order and
your [);itron(igo will hv ajipro- sliaii appreciate your patron-
ciated. u'fe.
Cut the two ends in st'ps so Cut the two ends in steps so
that lliey will (it exact'/, and \h .: they will (it exactly, and
then they slu.uld he ctnu iited then cement them together,
together.
72. ParaUcI ('oiistrn('tion.-'\y]\vn two ideas in a sen-
tence are similar, or liave a similar relation to the main
tliou<rlit. they should, if j)ossil)le. he e\i)ressed in the
same <,n-ammatieal form. If one is a dej)endent elanse
introdn-'cd hy a relative i)ronoiin. the other shonld he;
if one is an infinitive, the other shonld he; if one is a
iionn, introdiieed hy a preposition, the other shonld he;
and so on. There are innnmerahle eases where coher-
ence can he secured hy the use of the parallel construc-
tion.
K.\amj)les:
Thus our facilities are the Thus our facilities are the
best ff)r turning out the prod- best ff)r turning out the |)ro(l
ii.'t at the mlnlnnnn cost and uct at the nu'nimum lOst and
also to assure prcjmpt diliv- for assuring j)rompt ddiv-
t'lies. tries.
or
'I'hus our facilities arc tin
l)est for turning out the prod
uct at the mininnnn i'o>t and
with Ihe inaxiniuin prompt-
ries.s.
Knowing thai \ ou jire )i
mm of practical t \pt licnce.
Knowinif you to lie ji man
of practical liu^ill" >is exi)e
rienci' urid thai \oii arc aKo a
nd that \-oii arc also intr
nitcrcstcd in high, r eduiation. « ^t((| in higher (ducatioM. I
X yv,\ux Ti> .4>.K \tMi ill wiiu- n w.iTiT id ask \(n\ to unit a
TIIK SIA'I'r.NCi:
')■)
i
sJinrt articl
o nn sf
sniiic phase of s'lorf .'irUdo nn some jilmso of
liiisincss trainin<r. hiisiiuss trairiuiir.
73. lialauccd si'utincc.~A partinihirly valnaMe type
ef tlif parallel eoiistnietion is the halaneed sentenee." Jt
is divided into tv.o })arls that are praetieally c(|iial in
Icnnth and iinporlaiiee. FrecjiRiitly Ijic parallelism is
sn close that the two parts didVr in only a I'ew words.
"To err is Ininian: to fornive, di\inc;' is a elassie e\-
;iniple. One lias only t.. look at advertisements to real-
ize how |'re(|Mently this lorm is used In Husiness Knylish.
it IS ))artienlarly \aliiahle for "slooans," hee:'.use its
ili.\ thm makes it easy to rememher.
Examples:
"No tin-,' iiixc tlic iircsciil ; ,hi prr^, nf hi,,, flic finu'."
"Wr uoiii.l iiiak,- th.ni h. tt.r, hut \vr ean'l ; wv <'ouM make
till III cluaiicr, l)ii! «, « DiTt."
"Voii may p.iy nion. l)iit yon can't iiiiv iikii-c."
"U'c i-niiliin't iiii|M()\c tile p(n\(|, !•: m) \\v im|iro\((i tlic Iinx."
7t. Misrchtlcd jironnm/s. Poor I'onneetion causes
intnheretiee in the sentenee less often than in the para-
Liiaph. rre<|iiently it eomes from the use of pronouns
wilhout an expressed antecedent.
l'-\aniple:
Innilnrcif (Oh, t, tit
"'"' I'l-ircs air Icw.r tlian Oiir pnco air lowi r tiian
■'">■ otiurs coiisldciiii^ iK any olhri>, cin-id. imiim- |h..
'"-'• <!'i'ility. hln-h ,,,iality ,,f !hr pr-Mhid.
7.5. Misnhilal ixnliviplis. Misrilat.d p.irlieiples
:ii. anions- the most common of stiitcnec faults, and
they are especially liki'ly to result in amhiuiii|\ if not
iii'surdity. Tarticiplcs should modilv some noun in-
IV-i3
■ft!
"if
i
4
:.!■
354
IMSINESS COHRMSrONDIvNCi:
sii]).sta!itivc in the sentence: not some iin])lie(l but un-
expressed word. Tliey must niodit'y the suhjec" unless
the j)<)siti(jn elearly iiuheates some other word. l"'aihn-e
to observe this rule leads to all sorts of monstrosities.
Examples:
Iiicdiicri nf
Doiriiij^ to !i(!p tlic dealer,
a(!\(rti,senients have l)eeti in- ^^<' lia\c inseiied adscrti.x
.seiicd in local newspapers.
('(ihrrrtif
\)vs\\\\\<r to help the dealer.
l)i\ided uj) into sections.
inents m local niwspapers.
Since the l.wiok is divided iij)
you can (piickly turn to ativ into sections vou can (juicklv
subject that you are j)articu- turn to any sul)|ect in which
larly interested in. vou are particidarlv inter-
«'sted.
Less productive of absurdities but rre(|uentlv harm-
ful is the participle used in the absolute construction.
It smacks of schoolboy days and the Latin grammar.
It is inconsistent with idiomatic Ln.olish. "W'e are sell-
ing,'' our overcoats at half priee, the season i)einn' late,"
may be coi-rcct orammatically. but it certainlv is ncit
coherent. It does not express the true relation between
the two ideas. Nine times out of ten, the absolute par-
ticiple should be a definite verb introduced by a con-
junction, hi tile tenth case the sentence may be en-
tiri'lv I'-'cast.
Isxamph's:
liiC'ihi iiiif
There lieiiij^ (Uil\ a lew sots
left. \\i are clo^ini,'' tlieni out
at a bier sdcrificc.
y\y faihir lla\ill^,' died, f
came f (. till (it V.
( 'oh( rnif
As thi re are onl\ a few sc t<
htt. we are elo-MlLJ them out .1*
a 1)11^ saciificf.
After my father diid I came
to I iie city.
TiiK si:nti:nce
■)■)
The greatest caro is lakoi
'J
•f(
o in SI ire afrninst anv ini-
to irisuro a<,'ainst any iiiiiicr- [)crf(rtions, a specialist
f.rtions, ,.ach process bcin^r watclics cad. prr.ccss with the
Hat died by a spociahst. greatest care.
■A
It may l)c set down that the participle is an inii)()rtant
fnrni of the verh, hiit it should he viewed with respeet.
It is likely to resent undue liherties. Even as a noun
! the -^--erund) it is to he used earef'ully.
7<!. Fault// co-ordination and .snhordination.~Va\iUv
(c-<Tdination and faulty suhonlination are cominoli
tnrtns of incoherenee. TJiey result sometimes from fail-
mv to think lo^rically: sometimes from poverty of vo-
calnilary. Some writers apparently know only two con-
jiirictions: "and" and "hut." They constantly use
tlirse to link to^a-ther ideas that are far from ecjuality.
It is wise to look over all co-ordinate sentences to see if
<'iM idea should not he linked to the other hy a causal
or temi)oral or conditional connection.
M.\am])les:
It'cotirrnit Colwrcttt
'I'lu weather has been very Since the weatlur has been
r.iiny and our stock of nil)ber very rainy our stock of nib-
f;<..Mls is n. arly cNJiaust. d. b( r goods is nearly exhausted.
\<m ]m\ us nndi r a gnat As we are jait uiider a groat
deal of incoiiveruc nc. liy tint deal of inconveiu'< iice bv vour
keeping your agre. mrnt and fiihire to keep \,Mir agrro-
«' ask you to make a Njuci il inrnt, w. nnist ask you to
•Unit to ni,,t the next pay make a sp. rial efl'oi t to meet
""'"*• the n.At |K,yment.
It IS necessary lo tak( care that tli« riiosi important
of several related i.lias shall he pl.icrd in the n.(|..n...w|-
fiit clause, and that the eoiinrclive it looieallv t'.ikes shall
ft
■'1
■si
i
-Jt\
I
850
lUSINKSS COKIil^SI'ONDKNCE
8?'
li
l)c placed with it. ^'Wheii" is the chief .stnni])h'ri(T hloek;
it is often used as a synotiyiii for "Ihen"' or "where-
upon. '
Examples:
fnrohrrrrif Coherent
'I'lic stock was !)()(), ti (I up When the stock was boosted
to '.)'.). wlicii cviryl)ocly bc^ati up fo \Y). vwryhody hc-^aii to
to .sell. mH.
or
'V\\v stock was boosted (i|) to
J);}; will rcnjioii cvcrvhody hc-
^an to sell.
"While"" is an inexact substitute for "a.lthou^li,"" or
"whereas."" It is Iiest to use ■while"" only in cases iii-
\ol\ ino- the time element.
Kxam])les:
fiicolurtiir Colnriut
While I have bad no cxpc- Altliou^di I bave bad no ex-
rieiice ill tbc work, I bave bad p( lieiice in tbe work, I bavc
fjood preparation for it. had "rood preparation for it.
77- lircvihi (IS (I nicfins of cm pliasi.s. lMii])hasis is a
matter of nroj;ortion and jx^ition. The important ideas
should he oi\en the ortalesl amount of space and the
most j'romineid positions.
In tlu' sentence, j)roport)on is a simple matter, l^'acii
sentence should hi' as short as is con^istctd with coiii-
pietcncss. It should hi' hniied down lo the essenlials.
Till- dnes (Kit always mean terseness of expression.
Sometimes the pin'posc (d' the mcssao'e demands full-
ness, oraee. delicacy; the hare skeleton of the thou^lil
^^d| iiot siillii'i'.
Ordinarily, howe\er, [)roi)ortion demands that two
Tin: SFATIACE
:i.u
uonls sliall not be used where only ojie is necessary. It
demands ilial there shall he iki eireniidoeiition, no tau-
Inlony, no useless repetitions. There are eertain faults
in these partieulars that are extremely eominon. "In
n'L>ard to 1 would say," is a f'avoi-ite ol' many
uiiters, and is nearly always I'atal to emphasis.
J'jxamples:
Emphatic
The ^rumiiu'd hibils can be
IJucmpluitic
As to the ^uiniiud labels, I
wish to state that same can be boii^rht at any stationer's.
pnichased at any stationer's.
Tliis arrangement is a very
cMiiMiiiciit one.
Tin's arranf-enient is con-
venient.
^4.
Sometimes an idea that deserves eniphasis is l)uried in
a lnn,o> sentenec. It should he taken out and i)laeed in
a sdiltiice hy itself. This sentence sliould he sliort. It
IS a favorite device of newspa])er writers to ])ut at the
iiid of a paraoraj)Ji a .sentence of two or three words,
esiKcially if it contains a contrastino- or unexpected
liiea.
The followino- will show how this method secures eni-
]>liasis:
Viu-inphdtic
.\il\( rli-.in!4- i"^ salesmanslilp
"II |>i|i'r as we |ia\c licanl
fiiiiii iii,iii\ sotiie'^s In tlif last
E'lipJuitic
Advert i>in<r, as we liave
111 a 1(1 ffoiii many sourees in
llie past IVw vrars, is sales-
IV w
it s siiiiii I liiim' more.
Vraivs. and il\ 1 1 iie, but niaiisliij) on jjapcr. IJut if'.s
somi't hiiio- iiioi'e.
"iX. Iic/ntilion and sns/xnsc. I f the ])raetlee of hoil-
itiL!' down sentences to the isseiitials is followed in the
..' 'i -11.1 I ••■.
• iMiiii. ii \\\\\ Tiieii iniiiiiie possiiiic io ;4i\e an im|)orianl
sentence emphasis hy some (d' the very means that are
iir.H
BrSINESS COKKl.SPONDENCE
} I
usually liarnif'ul. HcjK'titiou, in its place, is a means of
enipliasis. So, too, soiiictiiiies, is a c'orii])ai'ativclv im-
cssciitial modifier that produces the eft'ect of siis[)eiise
and lets the last words I'all like a thiinderholt.
Kxamples:
Vncmphntic Emphatic
The suit is (lift'eront from The suit is diffVrt'ut from
those you sec every day ; not those you see every day. not
because of odd material or diffei-eiit he<'ause of odd ma-
freakish desi<)'ii, hut beeause of terial or treaklsii desi<rn: hut
unusually ])erfiet fit and su- ditfereid because of unusuallv
l)e:-ior workmanship. ])erfect (it- different because
of superior workm.inshij).
Remember that the Peerless Hememl)er that of all safety
is the simplest, the most ef- razors, the I'eerless is the siiii-
fieii'iit and tlie lowest ])rice(l i)lest ; that it is the most ef-
safety razor on the market. ticient : and that, in addition
to these uTL'at points of su-
])eriority. it is the lowest
])riced.
70. Position as a means of emphasis. — I'osition is tlie
more imjx.rtant factor in sentence-em])hasis. The im-
portant words should he phiced, if j)ossihIf. at the henin-
tiiiin' and end. This is sometimes ditlicult. hecausc of
the necessity of cxjjresscd eoniicet Ivts to show the rela-
tion of the sentrnee to the uwv i)r(cc<lin,i''. So far as
])ossil)lt', howtvrr. tlu' couficct ivis sliotild hv |)laee(l
within the sentence.
The same principle appli(s. even moic universally,
to the i)laein<i' of the paniithetical modifiers. Since
these could he omitted without ( lest roving- the sense,
til,..-
,» ,1.,.,.
'iM. -.1 i: .,
i i K" I ( I ie a p in ic*
particularly to the more common parentheses, like, "of
THE SKNTKNCK
:{-)!)
course," "as a rule," "doubtless." "in numy cases," etc.
Karelv sliould these come at the heu'iiiuiim- or end.
Kxaiuples:
Vncmphatic
Of foursi' its pric'i' is slight-
ly hijrht'r, but the adchtl dura-
bility will niakf it tnu ohi'iip-
tst, in tlu' long run.
Km ph a tic
Its ])ricf is. of course,
slightly higher, hut in the long
run the ;ulded dur;il)ility will
make it the cheapest.
In addition to these parenthetical exj)ressions there
are many weak words that should not he placed at the
ind. Negative itleas and exceptions usually should not
he placed there. Sometimes a wholly wron»' impression
is made by givin<r these ideas prominence. Place at the
( tid. if ])ossihle, the W(jrd that you want to leave echo-
mo' in tile reader's mind.
Kxami)ie:
I "minph a tic Evipli atic
l^ndouhtedly you iire beset Undoubtedly vou are beset
on so many sides by so many on so many sides by so manv
(iitf'erent ])ro|)ositi()ns, sonu' ditl'erent propositions, some
good, >ome bad, l)ut most all good, some bad, but most of
• if tli( in indiH'erent, tiiat it is them inditt'erent, tiiat it is sort
-lilt of hard to maki' a choice of iiard to make a clioice or to
'ir to kii:)W which one wdl know which one will prove to
|iio\e to i)e a payer and which be a hw, r and which a pa\-er.
I loser.
(Xote.- It woidd i)e e\ en liettei' lo leave out the suf^-
li'estion of loser.)
I?
m
ill
41
One of the eonvetiieul rules niemori/ed hv most
■^i JiooiiM )\ >i i> iiini a pre|M».sili()ii is a had \\(uu io emi a
bentenee with. The rule furnishes its o'vn example.
nil
'%
■If
,'JfiO
BT^SINESS CORUKSPOXDrACi:
Like most rults of this kind it is only half true. The
l)rejK)si{ion is not usually a won! that deserves empha-
sis. There are oceasioiis, however, when the avoidanee
of a prepositional endin^r results in awkwardness that
destroys the native force of an idea. i\s a rule, avoid
endin<4- with a preposition, but do not do so if this avoid-
anee results in pedantry.
Example:
PidantL
A sic tlioso with wli
Better
(1 wlioiii you Ask tliosv' you coiue iti con-
coiiK' in font.ut. t.ut with.
Inversions of order also tend to ])roduce em])hasis.
These should not he used, if they ])ro(luee awkwardness
or appear palpably artifieial, hut freipiently they make
for increased streniith.
pjxamples:
Vncmphdtic
The keynote of the liowles
I)iaiio is "Tone lirsl ; beauty
afterwards."
'I'here are no wtak h'nks in
Ilaniilton chains. *
If vou are not perl'icllv sat,
isfi((l. v(Mn \ ..IK V will come
hack.
Kviphatic
'"Tone first; beauty after-
ward,'' is the keynote of the
Howies piano.
In Hamilton cliains there
are no weak links.
Hack will comt' your money
if vou are not perfectly .satis-
fied.
HO. Pcritidic .stiilciircs. -Move fre<piently useful than
inversions is the pciiodie sentence. A senlenee that is
complete neither in thought nor in oranimar until the
last word IS i"(';h'1h'(I i^; iti'ri<wli/> 'riw. ..,...^,,.w.,. ;...^
^'iven is an artificial illustration of the thiny it defines.
TIIK SEXTFATE
JCl
The periodic form should not appear forced or it will
nut he effective. It should not l)e too 1
(iV
it will not he clear. The I'oih
had
])crio(iic scMtcnce and also the weakness of
ono- and involved
)uin^- example shows
a
participial subject.
'Knowinfi- that
you are a man of practical business
exi)erience, and that you are wiilino^ t,, look with f
upon the efforts of vour clerks wli
Ivor
tl
len tliesc are appii
ed
tnr your best interests, j)rompts me to ai
iswer vour
letter,
n
The ])eriodic sentence is, in general, 1
Ktmlish th
ess useful i
n
iiMiiess Knglish than in literature. It is slif^htly arti-
ticial. Our conversation is composed chiefly of loose
sentences, and Business Kn<jlisli should be conversa-
tional. If clearness and simplicity are not sacrificed,
however, tile ])eri()dic sentence is a desirable means of
seeurin^r emphasis. The short periodic sentence is
nearly always useful.
Fi\am})les:
CiumpJuitic
Emphatic
This t\])f i.-, coiiiIn<r into Brcuuse of the \\\^\\ (juallty
Kuicral use iH'f.iusL' of its hijrli of tliis typc', it is coming into
'lH'hty. general use.
^ nil will i-ejip tlx' benefits After our big advertising
altrr onr l)ig advertising cam- catnpalgn begins next niontli
I'liiin iugins next i.ionlb. you will reap the l)enetits.
^1. ClniKLV.- Climax is an important device for j^ain-
ni-cmphasis. but should be employed si)arin«»ly. it is
MUiilar to climax in the paraumph, cxcejjt that instead
"I -in ascendino- series of sentences mc have an ascend-
ing siries oC words, phrases, or clauses. The most ef-
'i^liu- eiimax is composed of tiiree imits. 'i'jic .dst of
the series should be the most important.
r/T'^
.*}(;
lUSINKSS c(»uhkspu\di:nce
^'M.
Examples:
('mn/phiific
It would l)c an aliiuist Im-
{)()ssil)lc task and ccrtalnlv te-
dious and disi'ourai^ini;- for
one man to visit and talk with
ii comparatively small number
of distant persons.
F.iii}ili(tt'ii'
I'or one man to visit and
t.ilk with a comparativelv
small mimber of distant per-
sons would be a tedious, di,-
couraniniP and almost imp()^-
.sible task.
(The above example illustrates periodic form as wi'll as
dinitix. )
I ' III- m ph. 'I tic KtnpJiatic
Your humanity demands Your library demands him:
him: your patriotism demands your patriotism demands him;
him: your library demands your humanity demands him,
him.
The f()re^-()iii<r suooestiotis cover by no means all tin
faults and weaknesses to i)e t'oiind in sentences. Tlicv
do touch upon th.e most essential, however, and tlii'
writer who masters the hasic i)rinciples of I 'uity. Coher-
ence and Kmi)hasis will need no others. If he takes
care that eacji sentence has hut one complete thouojit.
that it is so ordei'cd, constructed and connected as to
make that thouoht clear, and that its important parts
are ^iven the ])roportion and position they deserve, lie
will jiave no cause to woi'rv.
It nmst a,t>ain he repeated that the writer should not
he too iideiit upon rules when he is writiu*^' the stii-
tenccs. The sentences should come naturally from liis
mind as thoughts. Revision afterwards may helj). Tlu
I'hieJ" value of revision, however, is in tixino- the priiui-
plcs in his mind, so that the next time he writes his
thoui»hts will he more likely to come forth as unified,
rwiieieiii, anii cnipiiaiiC ■sLiittiiCca — cueii bUiLcii lu nS
place.
II
CHAPTER VI
WORDS
82. Gt)U(] Ihiiikiiu/ tlw ha.sis of (food diction. — Words
lire the smallest units ot' coiMjxisitiou; yet in them lies
tile chief difference hetween a dull, insipid communica-
tion and a vital appeal. In them we find the chief dif-
iVrences beSvecn two styles. They are the basis of
style. For this reason the writer of business messages
should take unceasino- pains in selecting words that will
comey his thought.
There is a too general idea that style is se])arab)e
from thought; that our ideas come to us and then we
ihcss them up in a])propriate language. This is an
1 1 1'or. Words are ideas; to the writer ideas come in the
t'lirni of words. For the ])ainter ideas may come in
tirms of form and color. I'or the musician they may
(•(line in terms of sound and may be so transmitted. IJut
fill- the writer ideas come in words and are conveyed
(inly in words. Thought and language are for him in-
M parable.
II follows, therefore, that the foundation for good
diction lies in good thinking. The mechanical and imi-
t;iti\e thinker cannot get away from mechanical and
ii.ickneyed diction. lie is depei.dent on his ])hrase-
!t(iok just as he is dependeiit on the j)laiming of others
t(ir his work. The careless and vulgar thinker can con-
vty iiiii ideas only m slang, liie creative tliinker, on
the other hand, is hoimd to have vigorous diction.
it
I i
i i-
304
BUSINESS ("OHHKSI'ONDKNCI.:
r
ttlB'
\$-
1^
1f^"'
It may iK^a'm he repeattd lieir that tliinkiiio- (lcpe?i(ls
upon tlic person to whom tlie idtas arc to he comnnini-
catcd. So (hetion shoiihl he suitahle to the reader. If
you ^o to the South to live, after a tim- vou uncon-
sciously heoin to talk with a drawl; yo,, may even say
//o// all and seems like. If you o-,, to'lioston', you sooli
ac(|uire the lioston accent an<I foroet that tlic alphabet
contains the letter r. Thus ym unconsclouslv adapt
your lanouaoe to the environment. The hahit'pt'rsists
for a time alter you return to other sin-roundinos, he-
cause your method of thinking has heen inHuenced'.
So it is that those who teach children often heconie
clear thinkers, hccause their iduis must he simple to he
comprehended hy the child nnnd. So foreigners in
many cases never lose certain of their own idioms of
thoun-ht and idioms of e ,,ression. So it is that the
translation of ideas from one Ian«,nKi<)e to anotlier is
diHicult. Thoun-ht camiot he taken into the mind and
«i\t'n forth exactly the sa,.,e. Something' of the ori.n-
inal idea is lost; something new is added.
8.3. Prineiples of ein.iee of t.o;y/.v. All this is mcrelv
to show that it is impossihle to lay down certain ruh s
for the writ(r to follow in regard" to his diction. He
cannot plan his words in ;idviuice. He should have at
Ills command the lar.nist and broadest voc.MhuIary pos-
sible and then sIioi]ld try to convey his ideas without
holherinn about the word to use in a particidar case. If
his thirdvinu- is rit^ht his words will be rii-ht.
It may lu' convenient to know that short words, nv
An,i.l,,-Sa\on words, are most likely l,, i,e useful in
Husiness Kn-Iish. Set iides. however, are oidv makr-
.shifts. The '.esl word is not dcl.rmined by considera-
tions of Irno-th or of origin, but bv suitabilifv f,,r tli.
( =!■!;!..!>. i!h !•=: = = ;=,!.:
II I I ' I I I J > I 1 II
> ii.i i i it i it li-iii >ii( mil i
i ) ;
WORDS
.'j(;
not be nnde to talk like wliales. We nn>ht add tliaf in
t.iikirif)- to little tisli you should not talk as you would to
whales. The thiii<>' to do is to ^o out anion<; the ])eople
I., whom you expect to write, talk with them, know
tiiem, think with them.
Human limitations make it diflieult I'or us always to
say .just what we intended. Fre(|uently we write u
|ia!-ani'a|)h or letter and diseover that the words we have
i!s(d do not eon\cy our idea. Ilt-re it is that revision
IhI1)s. Certain ijrinciplcs may then he hi'ouphl into
|)l.iy to improve the dietion and convey the impression
iiitinded. The process of revision will help the indi-
Mihial case, hut its greater value is in ^ivinn- j)ower for
the next message.
We shall here set down some of the ])rineiples that
aiv most useful in revision. They will at the same time
Ih ms( fid in stimulatin<>- ri^ht thinking- in the first place.
All these ])rinei])les are for the sake of ^ivin^r greater
(■'urectness, clearness and force to impressions. VA]\-
( i« lit dietion demands these (|nalities.
SI. Cornel and iurorrcct icards. Lan,i«ua^e woidd
not he a medium of eomnnmieation if words did not
iiMan practically the same to everybody. There has to
1" a standard of correct use. 'JMiis standard is the prac-
tice of the i)est anthoiities: its crystallization is found
M. the dictionary. The writer of i)nsincss letters must
know what is correct use. although he mav sometimes
iltlibcrately disre<rard it. He is not writing- Uu- all read-
• IS and all times, and if his readers understand what he
Mieatis and do not object to his words he need not coj\-
I'lTMi to th( standard. 'I'bis point will be nioi-e fnllv
(Libor.ittd lal( r. In ueneral, however, he should know
ul at is correct and not depart from it unless he is sure
o{ his gRiiiiid.
■"■MM
;{()()
RUSIXESS CORRKSroNDENCE
:ii
i
0f
Urn
Words rrnist be in ^rood use. This means that thev
must he present, national and reputable. The IJnsines^
En^dish writer is not likely to use obsolete words, like
rood, miif/tciimp and tchiy. lie is in more dan-^er of
usin^r words that are too new, unauthorized eombina-
tions and eorruptions, like Elbert IIul)bar(rs Iwsarfi/.
Such words may sometime be in good use. They are
not now.
Eorei'j;'!! words should be avoided. Some foreig?i
words are so mueh a i)art of the language that we iiardly
reeogni/e their foreign origin, .ilia.s, alibi, cafe, data,
gratis, depot, and the like, are perfectly allowable. The
case is different with fm de aicclc, faiur pas, multum in
parvo, siiw qua uon, recherche, chic, distingue, and the
like. These may have a ])laee in letters to societv
wonicri, who, if they do not understand, will not confess
it. Elsewhere they are strictly to be avoided.
Similarly, loealisms are undesirable except in rare
eases where the letter is directed only to people who use
these loeahsms. Every part of the country has its spe-
cial vocabulary, although fortunately the greater free-
dom of communication has rcnderecl these small pecu-
liarities nnich less numerous and noticeable. Such
words as tate. peskji. tuckered, perk up. scrapple, and
many others, still persist in a few sections. They do
not belong in business letters.
The same is true of class words. Chamfer, hevel . and
eoinitersiiik belong in the carpt nter's vocabulary. Tori.
easement, hailmeiit. arc in the lawyer's vocabularv.
Prnphifla.ris, diastolic, intravenous, belong in the |)h\ ^i-
ciai. s vocabulary. Qintiii. pica, and em are in the print-
er's. Many ofb.'r words are e\cn moi'c icslrieted in
their use. The fact that the writer iMi<lcrsta?ids tlicin
lias tn.uiio;4 oi im w ii ii ms use oi mem. i/iuv the reader
WORDS
36-
iKr.i be considered. If he is sure to understand them,
tli<y may he used; otherwise they must not.
Kven more undesirable are \ ulf^arisms, l)eeause they
imheate a hiek of culture on the part of the writer and
;ii( not used legitimately by any class. Amon<r these
cnmnion vulgarisms are oratc, cuthu.sc, hniif/littii, (fcuts.
Instil, panf.s. .siispicioiicd , complected, ///.r, hike. Some
III' these words are ^n-adually eominn- into rejjutable use
.itiil will so be reeon-nized so.ne day. At the present
time, however, tlay have not erossecl the border.
Siano- eontains many words of even more doubtful
(iii.uin than the class just meuti(-ned, and even more
latiil to the writer of business letters. .Most of them
'iiiiie from the race-track or the imder-world. and their
mlnption by u(,o(j writers, though possible, is improb-
•iMc. \V«)rds like piker, .snide, con, nil, hum. Kike, and
many more, should never be used evtn in writin^f to
tlinsc who use these words constantly. Those who use
(lid ion of this kind often feel contempt for it wIk u they
Mr it on i)a|)er. Almost any i)erson capable of reading
a Irtter will be likely to take excejjtion to this form (;f
"■laiiL;'.
N.K Misuse of xcords. — It is not enough that the
^\' ids should be in ^ood use- that they should be pres-
'iit, national and reputable. They should be used only
111 tlic correct sense. .Most slati;^- comes under the- head
"Hlie nn'suse of ^ood words. Hear, pippin, lemon, nnt,
'/'( . ai'e pei-feetly ^(xtd woids. but only when used in
tliMi' riuiif |)lacc. Uol is a .t^ood word and so is .s7////'.
''lit hoi .stuff is a ddV( n ni tnatter. So it is with other
cnnihinations. like / sl/onnl :,i)rr//, liif flic trail, do i/oii
'III nit' (do you understand iiie). /;,,// //, ;iiid the like.
I Mere is a legitimate use for some of these slan;;' expres-
^M i s which wiji l)i- (iiseussed later.
t Hi
.^— i
•MH
BUSINESS COURKST'ONDFATE
l%-
hi!
I'it'
W
Hi"
Here it is enou^rh to say that depeiKJence upon these
words atid phrases weakens a writer's power of expres-
sion as well as thinkiii^r. They are a loose, eareless suh-
stitute for ideas, and wonid ncxev lie used were it not for
the faet that they have the ])ossihility of ineanin<i; any-
thiiiLT that the speaker chooses, l-'recpiently he ^nves
them their nieaniiio' |»y the inflection of the voice. In
writing' they have t,) stand for theniselves, and since tlu
thought tluy con\ey is indetiiiite the Business Kn^lish
writer has little use for them.
There are certain other \ul,uar uses of t^ood words
which are only sli<,ditly less ohjectiojiahle. The use of
ric/ht for vcri/, oi' sin a li for raj)i(I or lone/, and especially
the comhination rif/Jit smart, sulhcieutly illustrate this
type of diction.
The most commoii forms of misuse result from con-
fusion hctween two words l)ecause of their similarities
in sound or iti sense. The writer should he careful to
know the distinction hctween two sinnlar words and
should, in case of douht. consult a ^nxxl dictionary or,
hetter still, a hand-hook of synon\ins.
8(!. Shall (uul Ti/7/. -Of all confusions none is more
common than that hctwei ii shall atid :cill. This matter
is so imi)ortant that it is worth ^iviny- in detail here.
The future form of the \erl) /o he is used as an au\ili;'ry
to express fiitin-ity of action in the following- way:
I shall <j^o ^^'(. shall «ro
"S'ou will ^o ^■o^ will n(,
He will jro 'I^lK.y \vill ^r,,
These same forms in the second .and third ])ers«»ns.
^^!u•n stressed or ein|)hasi/( il. . \prt v, the volition of iii'
sul>_ject.
'^'ou ti/7/ n(), T ])resume. in spite of the weather.
He 'aill ^;-o in spite of all ohji'ctions of his familv.
llil^
WORDS
.369
1 1
I II'
"Wc A\ill <T<)
Y(n\ shall /^o
The volition "of the speaker is expressed by the fol-
lowinfr forms:
I will ,<»'o
^'OU shall rrn
He shall ^ro 'pi,^,^. ,i,.,|, ^.,,
When used in the seeond and third jjersons these
f"ims may he taken eilher as eommands or predietions.
'I'he forms .s/ioith/ and icoiild are governed hy exactly
tiie same eonsidcratic.ns. It is ai)parent from the above
that the fre(|nently used exjjressions / tcill he glad, xcc
:^oitl(l like, and similar forms, are absurd. It is hardly
possible to express volition in reoard to feelin<.»-s like
tiuse. The only jjossible exeuse for these expressions,
uhieh are seen more eommonly than the ef)rreet ones,'
/ .shall be glad and tiT should like, is that usacre has
made them almost idioms. In addressi?i^r pcoj)le of
;^o()d education, however, the correct forms should al-
\^ays be used.
Ill askin^r (juestions the auxiliary icdl or shall should
lie used accordino- to the answer that is expected. l<"or
< \am])le:
Will you lend me five dollars? (I will.)
>liall you be present at the meclinjr to-nifrht .^ (I shall
lint.)
Shall I forward your inaiL^* (^"•)ii shall.)
II is to be noted that -all is never used in ,. first |)er-
'"' "jtiestion. U'dl I f,n is absiu'd, because the s|,eaker
knows better than anyone else his on n wishes in the
III dependent clauses, as a rule, shall Is uscl to <-x-
I'^' s nilurily in all persons and u/V/ to express v..lition.
1^ die sub.jeet of the two clauses is dKr-renl the form
d ill til.. A. ,.
,l....t ..I..
jse i.s
d if the ela
im iiiiin. .!■> \\oiiui He
n-e were independent.
W^'
3T0
BUSINESS COUHKSPONDENCE
Would is sometimes used to express a eustomary or
hahitual aetion in the past.
Till' nu('li;iiiici;uis woiihi c-fircfully ti.st every part of the
inachiiie before il was assembled.
Would is also used to express ji wisli.
Would that I could assist vou in this matter.
i ? ■■ ■
i;
ih
< :
111 all eases of doubt, eoiirtesy and "ood sense can be
depended on to suo'ofest tlie ri^ht word. It fre(piently
lia])pens that in ^ivinon a command the courteous form
You xcill report to hiuuhiuartcrs at one o'clock is pre-
ferred to the command //ou sJiall rc})<,rt. This is invari-
ably the case in army use, where the speaker's control
is al)solute.
A list of words that ])retended to ijive all the mis-
uses found in business letters would recjuire a volume
in itself. There are certaiii ones, however, uhich ex-
perience has shown to occur more frecjuently than
others, and the most common of these may profitably be
set down here.
AIUI.ITV I'AIWCITV.
A man has capdciti/ to receive kjiowledgc, and
(d>ilit/f to use it.
ACCEPT — KXCHl'T.
To accept is to take, usually as a ^nft. To ex-
cept is to eliminate, to cut out. "If you will excej)l
the iasi clause, I will accept the condi'ions."
ACC'KPTAXCK A(( ri'lATION.
Acceptduce is the acl of accept ini.'". (iccepiatioii
is the nccepted nu'aninu' of a word, "^'our acceitt-
........ . . (' lliiL' ..^Y*<.f* «,iilt.- '.'/Ill iiiwli'i* 11/1 / 1 1 11 1 1 r>l f w in
.:::\- -r: ;:::-: ■■■.:■.■. j--:;- _: ,,
l' 3"
"What is vour accej)tation <if the word 'oraft'?'
Iiati
' he
(\r-
Hill
WORDS
371
A I
M
CF.SS — ACCESSIOX.
Access means ndniittanoc; acccssinn, coming
into possession of an of!iee or ri'rlit
('KKl)IT — CREniT.
A business man accredits a messenger l)y giving
liim letters of credit or credentials. Hy believinir
a man we credit \\m\.
Al
AI.
AI.
I r.( T -KFFKCT.
To alfcct means to influence; to effect, to ac-
complish. "Vou will have to affect the sympathies
of your reader, before you can effect a sale.
.MOST — MOST.
Almost should l)e used as an adverb: most as
an adjective, adverb or noun. 'Mo.st all of them""
IS incorrect. Say, -almost all"" or "most of them."
KHXATIVE CHOICE.
titer native inii)!
th
ernativc miplies a citoice bt.ween only t
V o
ngs.
A.MoN(; — BETWEEN,
Among is used in referring t
things, hetxceen in referring to two only
o more than t\\
o
Al'T - LIABLE— LIKELY
.-//;/ indicates natural inclinat
ion; liable has tl
ie
SU<r
ahilitv
\^ I- MAT,
gestion of danger; likely indicates simply prob-
k
As should never be confused with that. \ don't
now as I ran is incorrect.
AS.
AS SO.
AS.
After a negative so should be used, "T!i
ire not so handsome as the sample."
1^ iTi\i \i Ic
\ -7
-•372
RT'SINESS roUKKSroNDFA'CE
li^
m
ASSKRT CLAIM COXTl'ND — DEl'LAUE MAIXTAIX—
SAY — STATE ADVISE.
Advise, claim atid state arc most rrccjuciitly mis
nsnl ill business Utters.
.tdvisc implies ^iviun- advice. Kvcii tlioiioli
business usat,^' bas made it a common substitute for
saji and iiifonn it sbould be used witb caution.
Claiiii means to demand as a riybt. It is incor-
rect to say. "\\''e claim tbat wc bavc j)ro(biced the
most durable macbinc of its kind."
State bas tbe su^frcstion of careful attention \»
detail.
"We be^ to .state tbat tbis is untrue" is a misuse.
"liCt us state our position in tbis matkn-" is correct.
BALANCE KE.ArAINI>E!{— REST.
Ihdance is a commeivial term mcanintr i\\c <!if-
ference between two sides of an account. IJo not
speak of "tbe balance of tbe <^()ods."
BOUND DEIEIOIINEI).
Bound refers to outside compidsion. Deter-
mined indicates a decision made by a ])erson. Cor-
rect: "You are not Ixuind to pay tbe money within
six montbs." "But I am determined to do so."
BRING — CARHV — EETCH — TAKE.
lirinr/ su<jf^csts motion toward tlic speaker.
7V//.r suo'^ests motion away from tlie speaker.
Fetch su^<^ests ,u"oiMo- away from tbe sj)eaker tor
a tbino' and returnino- wilb it.
Carri/ su<,roev^t>.; indefuiite motion.
CO-OTERATE roCJE'rilER.
Tixjctlier is sujxrtiiious.
COl'NCIL -COl'NSEL.
..,.;/ ;...iw..,f,..
<■» j-r»»,
as advisors.
WORDS
;{?:{
AIX—
y mis
lie for
II.
iticni-
vd the
ion tn
lisuse.
)rroct.
ic (lif-
)o IKit
Dctrr-
Cor-
witliiii
r.
ikcr.
;cr f'T
Iw, .W.I
Counsel is a(]\ ice. or a len^al advisor,
(lirniiu.i: — ckkditaum;.
Credible means belicvahle; eredit<i})le means
worthy of ])raise.
t r.SlOM IIAHIT.
A euHtom is an action voluntarily repeated; a
lidJnt is a tendency to repeat a certain action with-
out volition.
Ill I IMTi:- DKFIXrriA'E.
Definitive mdicates tliat a thin<r is final or con-
clusive. "This is the first definiiive book on adver-
tisinir art. It will find a definite place on every
business man's desk."
DiHr.cri.v.
Often misused for "as soon as"; as "direetly the
train stopped we alighted."
iiis.uiia;!'..
(xencrally followed hy "with" instead of "from."
lilsCOVr.RV — INVENTION.
Diseoveri/ is made of a thint>- that has been in
(vistence. A new machine is invented.
l)lsriNtl' DISTINCTIVE.
The latter is the stronger word. If an article
lias a distineiive merit, the merit is distinet or ap-
parent, and it also serves to distinguish the article
from every other.
I 11 illlt - ANY.
Kitlier refers to one of two. Anfi or ani/one re-
IVrs to one of several.
KNOKMirV — ENOK.MorSNKS.S.
Enormitij has reference to moral (piality; enor-
iiioitunifis, U) M/.i". llv does not realize tlie enor-
mitij of his crime."
•Mil
.'}74
BUSINESS COllIlKSroNDENCE
m
ii.'^r
!*i|
EXCEPTIONAL — EXCEPTION ABLE.
KiVccptionahlc means that it is iiiipt'rl'ect, sub-
ject to exceptions and corrections.
EXPECT Sri'POSE — Sl'SPECT.
rJiV])C('t looks toward the future. It is incorrect
to say "We ca'pect that you have received the
.tioods."
To siisptct iiuhcates distrust. (To SH.<ij)icioii is
not a reputahle use.)
FIND — LOCATE.
To locate means to fix in a i)hice or estal)Ii.sli.
Incorrect; "I couhl not locate you the other day."
Correct; "\Vc expect to locate our new branch
oflice in Denver."
HANGED HUNG.
Only criminals are hanged.
HEALTHY — HEAI/rHI'I'L — WHOLESOME.
A man is likely to he health)/ if he lives in health-
ful surroundings and eats rcholesome food.
GUESS.
Too often misused for think.
HAD OUGHT.
Ought is never used with an auxiliary. Correct;
"I ought not to have done that."
HIKE — LEASE — I,ET.
To hire is to obtain the use of a thing for pay.
To let is to allow the use of it for j)ay. To /(V;m
is to let by written contract. "I will lease you the
house for $800 a year, and let boats and automo-
biles to vou bv tlie week or dav."
LAST — LATEST — PAST.
Latest and past imi)ly the (piestion of time.
LAV LIE.
Ijaij is transitive; lie, intransitive. "Tjay the
!
WORDS
liook on tlic tabic.
Tlic book lies on the table.
1 J ■
Past tense: "He laid the l)ook on tlie table."
"The book hti/ on the table."
I.EAKX — Tl'.AClI.
"ir we teach others properly they will learn the
subject."
LEND — LOAN.
Loan is a nonn. Incorrect: "Can you loan nie
two hundred dollars:""
l.IKi: -AS.
I/ike should not be used as a conj miction, despite
the popular son^s. Incorrect: "Do like I do."
MAJOIUTV — PLURALITY.
In our political system a candidate for office does
not have a majoritif unless he has more than half
of all the votes cast; a pltiralitij is an excess over
the next highest.
I'AIiT — I'OKTIOX.
^V portion is a 2)a lotted or assigned.
TAKTV — ri'.KSOX.
Part// is vulgarly misused for person. Legal
terminology admits it, but it should be avoided in
business correspondence.
I'KKMIT — ALLOAV.
AVords different in a])plication; allorc signifies
tacit assent, permit indicates foi'inal consent.
I'l.KNTIirL PLEXTV QUITE — RATHEU — VERY.
Plcnti/ is a noun: plentiful an adjective; the
others adverbs. Quite is most fre(|uently misused.
It means eonipletehj, not rather. Quite some is a
vulgarisuL
TUAt'TR'AL — PRACTICABLE.
A workable plan is [Hdciicahle. Practical is the
op])osite of theoretical.
Ml
;{T()
HrsiNKSS COltUKSPONDKNCK
if ;
it!
riforosiTiox I'Hoi'osAi,.
A proposition is somcthiiin- to he discussed. A
proposal usually iiicaiis an oll'cr ol' some kind.
RKAI- HKAI.I.V,
liccd is an adjective. It should not he used as a
suhstitute Tor tju. adverh very. Incorrect: "It is
rc(d cheap."
SAMK.
Improperly used as a suhstitute for // or ihcji.
"Send me the hook and I will retin-n the same to-
morrow,"
SELDOM OU NEVKU.
Sometimes miswritten "Seldom or ever."
SET — SIT,
Set is transitive: sit. intransitive. (See lay and
lie. )
SOME — SOMEW HAT.
Some is an adjective: it is not intercliangeahle
with the adverh sometcJiaf. I ncorrect : "It is some
heavier than the old model."
STOP — STAV.
To stop cannot ijivolve duration of time. Incor-
rect: "He stopped in Alhany for three days."
AVHAT — THAT.
What is fre(]uently misused for that in such com-
hinations as thau tchat. Incorrect: "This is
cheai)er than what you will find elsewhere."
■■ j .f.l
87. Idioms. — T\saoe justifies many .vord usa^'cs as
well as sentence forms that, accordinn- to strict lo<>ie.
W(,ul(l he incorrect. They are aniono- the most useful
( '\ Di'csi^inn V in In icii>t»i.i.' /ir>».., ,,..,, ....1 l. ii
I ■'■'■■-■•- V.V.I1 v:5pwiuit-iiuc, ucs/uuse ine\
have grown up to he common e.\})ressions of everv dav
V.:.<
WORDS
;J77
nnd are, therefore, elose to our conversational language
AiiioiiH- these ithoniatie e\|)ressi()iis are the Collowin^r
^iiul. used ill phiee of to in the infinitive form of
the verl); as, "Try and do this."
.is it ttYvr.
liicL' find ('(ill.
li// lt()(j/,' or crooh.
Either, at the end of a sentejice; as, "Vou cannot
I'et a hetter article either."
Else's, as in "This is nohody else's husiness."
Ever// ot/wr da//.
Forget one's self.
Get rid of.
(iiveu, in such a construction as "Given these con-
ditions."
do hard rcith one.
Hard /)ui to it. {Hard up is not an idiom, hut a
vul^-arisni.)
I lira the ihiek of it.
In this eonneetion.
Make off, for Get atcai/; "The thief made off with
the plunder."
Man// a /nan, for Man// /nen.
Xot a tchit, or Xot a hit.
Of mine, of //onrs, etc., as "He is a customer of
ours."
Onee, in the sense of // ever or never; as "Onee
you try this soap you will use it always."
Out of one's head.
Over, in the sense of /nore than. '"\\m will make
over 10 per cent, profit." (Jhove in this sense
is not correct: as. "Vou will make above 10
per cent, profit.")
Fl
-.■f?
m
Ml
I
.'178
BUSINKSS CORRESrONDKNCK
Scrape acfiiKiititancc.
Sinci\ for (KJo; as, "We iiiroriiu'd you a iiioritii
since."
Sj)icJx (1 11(1 .sjuni.
Talc if. as in "^'oll exi)ec't. we take it, to do more
a(lvertisii)<i; in the newspapers."
7'o and fro.
Turn flic fahlcs.
Under fhc circiinistaiiccs (rarely /'// tlic circiiiii-
.sf(INCCS) .
Write //ini, Tor tcritc to you.
\\4
iHhi
Clearness, as lias been su^f^ested above, will he most
likely to he seeurcd hy t'dliowino- the aho\e priiieiph s in
revision. Oidy correct words slionld he used, and tiirsc
slionld he used in their correct sense. In addition, thn(
are certain other considerations which are useliil m
scciMMn^ clearness. Of tluse the n ost important an
.simplicity and exactness.
'f<>H. Sim Illicit// in diction. -Vov most pur|)osis the
short, simple, common words are hetter than Ihost' tiiiit
are ioiii!,' and unusual. I''.\en tlion^h the letter ^(u s \n
a man of yood education and culture he is not likely tn
ohject to simplicity of lan^ua/^e unless it ,ui\(s tin ifii-
pression ol' juv emity. In advertising'. simj)lr words art
ol>\ iously hest for most |)urposis, jiccausc the nhicct
ol" the a(l\ ert istnient is usualK' to attract thi' ur(att>t
numher possible. II ha|)pens that most short wmiN
and common word-, ai'c of Anyio-Saxon orij^in. hut llu
oriyin of the word is ndt in itself a \er\- ^ood index to
its suitability. The idea is to Li'et words that aie (diii-
Uion til t\ (TV otus vocabulary and undeistiMid b\ < \ ri\
(»ne. and so fai' as possible to save ell'ort ami space liy
using the shoiter of two words of the same meaning.
WORDS
.'J7!)
li
('(/ill is better than co
/// //;
cticf, hiuf than parch
nsc.
assert than ns-.scvcratc, r/rra.sr than lubricate. lit/Jit tlian
illiiiniiiaic, and so on. Tiie oecasions are rare when the
Ion;^er and less eoniinon word is ])ref'erahle.
^ At any rate, ponderous derivatives should he avoided.
They give an idea of pretentiousness and strainino- f„r
etf'eet. There was a j)eriod in Aineriean journaliMn—
It is not entirely ended yet— when the idea of writers
srenied to he to express eornnionplaee things in unusual
I.Kiuiia-e. A ///•(■ was always a conflagration; a
luncheon was a collation; a house v-.,s aii edijice; a
xaujon was a vehicle; and the r//// was the metropolis.
A Mian did not .shout, he vociferated; he did not drink.
lit' imbibed; he did not .sleep, he tcoocd Morpheus; and
w !irn he died he deceased or passed atcai/ or rLin(/ed his
llil/ht to eterniti/. There is little excuse for this sort of
tiling in the newsi)apers or in hooks. There is none
whatever in Business Knglish.
H!>. h\vactnessin diction.^- Kxaetness in words is like-
vise essential for elearness. Ilaekneyed phrases,
whether those especially associated with liusiness Kng-
lish or not, should he avoided. They are worn out arul
< nry an indefinite meaning. The same is true of words
!!'at are too hroad and general. Such words as axcful,
''irihle. nice and fine have hecn used and misused so
fiMich that the original exactness of meaning they pos-
sessed has been entirely lost. The same is true in busi-
ness of such words a. hi,/h-!/rade. lirsL-class. best and
llic like.
The remedy for inexactness ..f this kind is to ])e spe-
<dic. The word shoul.l be chosen which ixprcsses the
idea most exactly. How is the article l,e.sl^ Is it best
I'ccausc handsoMiist. because most durable, b.cause
mi
most
V 'i >\ ii\
i inu tile
:{,s()
UrsiN'KSS COUKKSPONDFA'CE
1ft
H
Iff
OIK' uonl that expresses the <h-.sti,utive Dicril „f the ar-
tiele and use this. Avoi.i nhttcrin- «XM.enihties.
i><>- Comrrlc and Jlf/nrativr Tco/v/.v.-Conereteness is
a st.ll further help t,. exaetness. C'„„erete n„nls earrv
a I>K-t,.riaI ,n o-e; they sh,.u- the exaet nature ui' th"e
artiele. Instead of sayino- the hcst eotton. v-.u sav more
eoneretely AV////>//V/// lonf/ fiber eotton, oj- AVr/ 7.s/.7,„/
cotton. Instead of sayin,;.- a humorous book, von sav a
book that }>riu,,s lauc/h/rr or makes !,ou hold i,our sides
instead of sayino- //,, ,,an Is houcsi , von sav '//r.// ta>././
//•//,s/ ///,„ -elth Hour last dollar. Instead of savin- // „
ens,, ruuNiu;/, yon say ,/ child can run it. Vou niav "o
even farther and express the idea in term., of aeticm
Instead of sayin- the automobile is potcerf,/, von sav
no hdl too steep: no saud loo deep. Instea. of sayin-
the tHpexenter is easii running, yon sav, no three o'clock
jntHiue. Conerete expressions of this kind not onlv
c.nvey the idea more exactly and ddinitelv; they aisl.
have a stronocr appeal in that they rehite the idea more
elosejy to tlu- ordmary exj)erienee of the reader.
(Greater strenuth of expression n.av fre.jnc'ntlv he
secured hy the use. of figurative lanouao-e. instead of
saym^r ///,. nuiehme (joes rapidlt/. vou sav // /lies In-
stead of saying- th.- furnaee is eeonomieal.'you say // rcill
not eat up //our eoal : it tull euf ,/our bills in half Ad-
vertismo- n.en speak of letters that pull, of the eop,/ that
(jets across or has a /lunch.
S-nictmirs we liavc not onlv u,,nls used iu a tionra-
t'vesrns... Im.! simil.s. n.elaphors. hvperh-.h., t,, cnTonr
an idc-a. \\^. j,,,rn that a (clain honk is nn| ,/,7/-„s-
dust read.r.-: that a errlain insurance companv has the
streujth (,( (idn-dtar. and s„ ,m. \\\ air pn.nnsnl a
mine oj information or a harxest of dolbirs.
It is <iani4'erons !o use to., rnanv ii"in-i'< =■.{• .:.....=!. i...
WOKDS
881
ransc of tlio fact tliat it is likely to ^ive the appearance
nl slrainm- for effect. The writer is also in dan-er of
inixmo- his nietaj)hors or nsin^r tlieni incon^rnioiisly. A
r;./,nr riiani.facturer wrote that he exi.ected to pave Ihc
ininiln/ witli his razors. Here the iioure of speech
iiii.ulit easily have ^nvcn an extremely unpleasant ini-
|ii'i ssion.
'.»!. 77/r /ilacc for ///u/o.- -It has heen sii^r^rfsted sev-
eral times aI)ove that there are places for the lin^r,, of
(liffcTcnt classes of people and for the more vul^rar
slati^r. U a letter ^roes only to a single class— say en-
.uineers, carpenters, farmers, or the like-a ^rj-eateV de-
uree of intimacy is ^iven hy the use of words that are
I'nimd only in their vocahulary. It makes them feel that
tlir writer is one of them; that he looks at matters as
they do. It is one of the stronirest factors in the ad jnst-
Mi.tit to the reader, which has been spoken of as the
(.olden Rule of letter writing-. The following example
f'^ni a letter to printers will illustrate:
\'m\v ..fl.n Mf pr.tfy -o.hI wluri voi, past,,! „,, v<Mir
striHir an,! found that tt,.. pay „p was ^roin^r f,, br ^r,.n,i" a,ul
fit. liav.n-t voM.^ n„t. at the same tini... vo„'v,. ,.v..r I,,,,,
awakr to tin. fact tliat you ran di-r alonj^r ^.k affrr wck ami
,^'"- aft.r y.ar stickin- ty|).--an(l at tlu' tinisi, thr I.ank roll
^^""■' n,ak< yon r„„n,i .honldrr.,! - that you know for a fart.
'I">'' thr pla.-,. thr finanrial f-uan -rts pir.l -you simply
""' '"'-'k into thr iMdrp,.n.i,„t rla>s t.y wav of'tlir wa.^r-
M.ilr route. You've simply ^,>\ to niakr .mall mom'v <'ount f!,r
-M NOW, mnk. it work ov.Ttnn.. all th. timr; an.l'thm, whm
. M CM>h. Ihrrr Won"! I,., any !o„,| roar from thr front ottirr.
K'-i
i i-il
Ml
!>2. Shnu/ ami colhx/nialisms. Vavu slan«- may he
"H<| in some cases. The lett, ,• nnisl o-,». however, tn f!,,.
iiass that is accnstome.i to „s,ng it and the article must
.'}82
BUSINESS CORRESPONDEXCE
m
i'*
f^
be consistent. It is absurd to try to sell art engravings,
jewelry or l)iisiness devices by tbe use of slangy lan-
guage The ease is different with cigars, liquors, and
the like. The class which uses these things is likely to
know the c.u-rent slang of the day and the association
of the article itself is in harmony with this method of
expression.
One <.f the greatest successes in advertising in recent
years was ol)tained by a new tobacco, which (lei)en(le<l
almost entu-cly upon that method „f appeal. There was
something stinmlating to the reader in being told to
"hike to the corner smokery, swap ten cents For a tidy
red tm. jam your Jimmy pipe to the brim and give fire."
This kind of diction is even more allowable in letters,
for the readers can be selected.
More failures than successes, ' -pver, have resulted
from the use of slang. A certair . -a/ine which made
some ])retensions to dignity sent out a letter soliciting
advertising which contained among others the followin.r
exj)ressions: '^
Tin .se l,i^r boys dont ahvays know when tlicy are hoado.l f<,r
the chff on the In'^.h clutch. ... If you su^^ffoste.! to
tlu-se nun that thoy each buy a ,„e^r,aphone and mount the
I'lat.ron IhuhUnfr and b.llow the virtues of th.lr wares up
Broadway they would "bounce a rock on your Ix-an."
With colIo,,uialisms. hy which we mean expressions
that are ordinarily used in conversation onlv, the case is
somewhat different. The informalitv of the letter
makes many of these expressions jus'tifiable and f n -
quentiy helpful. When ynu speak of v</////7 (htcn In
hrass tmhs. or of a proposition that will j,a„ nut rcill.
you make the reader feel more in touch with you.
I
WORDS
383
In all the tliinpfs that ^-o t
() 111
mil IS 111
ike up a letter a(la])ta-
il)()rtant; nowhere is it more important th
(llcIKl
II. 'J'he way to learn to write is to wid
an in
en voiir ex-
IH rieiiee by knowing- the elass of i)eople to whom vf
"i>li to appeal, widen your voeal)ii]ary hy beeomii.^r
f';miiliar with the exaet iiieaiiin^r „f every MfJrd that you
"ill he likely to need, and then write. " Write with 'the
";•'!'■'■ ill niiiid. Think in the way that he would think.
Win fi you have done you may find it necessary to ^ro
mir your work and revise it. ^'ou may find that you
lia\e failed to convey the thoun^ht you intended and
niNst do your thinkin^r „ver a^rain. The revision, if
mkhIc in accordance with the principles we have stated,
uill lielj) you in writing- the next time.
'I?
CITAPTKR VII
MIX HANK AL MAkK-Ll' OF rilK I.KTTKR
1
11
!>.'}. ('orrichic.ss Uw iiiosi hn paiinui (jiir.slion. — i\l-
tlioii<,>-li tliis tiralisc is inlcri(U(l |)riiiiarily as a hv\\) to
the \\(»rk ol' Kiio'lish coinix^sitioii in tlic art of husincss
(•()rrc,si)()n(lcnc'c, it would he incomplete witliout soinr
diseussion of the nieehanieal forms of the letter. J5y
this is meant the external matters of paper, headings,
husiness forms and the hke.
In the meehanieal forms of the letter, correctness is
tile chief <iiiality to he sou^rht for. It is particularly
im|)ortant here. l)ecause upon the ap))eanince of the let-
ter is based the first estimate of the reader. If there
is any de))arture from the accepted standards, it is
(juickly !'otice(l and may lead to unfavoral)le criticism,
just as would be the case with an oddlv desimied suit
of clothes. Some times a sliu-ht departm-e from the
conventional may he rather [)leasin<i\ l)ut in the main
it is best to be conservative and stick to wliat usage has
prescribed as coi-rect.
9k Hii.siiicss slatioinri/. — For most business uses, the
pajjcr used should be a sheet aitout H \ 1 1 inches. This
size is convenient for use in the typewriter nnd
for filing purj)oses, and it is convenient for use with the
statidard envelope, which is ♦;! o j)y UK. inches. Ol'
course, it must be unruh d. and preferably while or of
some light unoblrusixc tint. Hright-coloied |)ai)ers are
objectionable, and there is nothing more dignified, and
■.f tl.,.
innc corrccl
•••. liiLC.
» lie in.
CCsSitu
HHi
Mi;riI.\.\I( AL MAKIM !• or
JHi: i.irrrKH hh:
he typewriter dcn.and that it be reasormhly thi„, but
nn.. JJond papers are „u,st approved. Slight varia-
-.s n. s.e an<l eolo,-, and i„ fad variati.t.s i„ all
na Ue. of ,.e n.echanieal fonn are son.etuues pernns-
U, Im d . .M.neeessary to eonsider tlK.„n
fi .c Ihe student u.ay profitably eonfine Imnself to
--d is certa.nly eorreet. until he feels sure of lm„self.
.»■>. Ar//o- //r.../.v.-As n.ost business lett(>rs are urit-
''--.pon sheets that iKne a business letter head, it is
-th wlule to eonsider the form of this. Althou^d, the
"■"••■^' "^ the business n.akes a vast amount of diffCrerur
HI lie question of the eorreet letter head, there are never-
fl'Hc'ss a few prineiples worth eonsidcring.
"the first plaee. it should be a head: it should not
' '- ";eans o a series of pletures or fanev borders
l:7;r'^';; '''''''■ ^*-^J-''<' take up not «... than
" -hfth of the spaee-the less, the better-and should
"'^ <'<>"ta,n so mueh in the way of printing or illustra-
te. MS to appear erowded. In faet. it is not considered
I'"-- MOW to use illustrative pictures of anv sort in the
'"!;■'• l>cad. Sou.etimes a trade-mark is u.^ed, but the
"st eoneerns avoid even this. The head
:'-.ive(l. lithographed or nririt.d- ;,. ..,.,. ,...
niav be en-
j)rint
^iiMiild usually be blaek. OtI
»'d: HI any ease, the col
•11
(ctnclv used
ler colors ai
"" safest and most correct f
>ut black ink on whit
or
■<-' sornctinx's
oi
t' pajjcr is
bv f
;ir
<"H- eolor is always a sign of po„r taste
\flvertising i,, the letter head is al
nn. i he use of more tl
lan
Tl
:u
Ivert
'Msniess stationery should
ise it. M
ways objectionable,
represent the Hrm. not
'""ii- list of articles that the f
"i-eover, advertising is useless, f
or
'■'■""'Is the top of the
til liKJieat'.' tli.'if »!!:■ i
tatal adrnissit)n.
u-m sells is not read, and
paper, hi addition, it mav se;
in
n-vj.'i
Sim
III intMi o! advertisiri"--
phcity in the letter hea.j is best;
#;;
H
(p..^,
:JS6
Iff!;
iih
I
lU'SINESS (OURKSrONDFA'CF
the name and business of tlie concern and the address
are fre(]nently all that is necessary. The members of
the firm, or the otbcers of the corporation, the telephone
nnmber and cable address may sometimes be added.
Hut everything- unessential should be omitted.
An examination of tlie letterheads used by some of
the rcj)resentati\c business concerns of Xew \'ork C'itv
shows thai they are always simple and dignified and
contain no unnecessary matter. Such business institu-
tions as TIk' W'anamaker stores. Titfany ^: Com])any.
and The National City Hank, display excellent taste in
the selection and arrangement of their letterheads.
96. Color of ///A'.— Closely related to the matter of
a correct letter head is the matter of correct color in the
ink or typewritin.1,^ ribbon. Oidy black or blue-black
ink is allowable in writing, and the typewiiting- may well
be in one of these colors. Purple is also allowable, be-
cause of its usefulness in copyincf. Othe-- colors should
be used only to match the ink of the letter head wheic
that is of some color other than black. The depart-
mental service at Washinoton uses blue-black tv])c-
writin^r ribbons, and there are no handsomer letters to
be found anywhere.
As the letter that is written upon a letter head differs
from that which is wholly written oidy in the fact that
nothin^r excc])t the date is used in the headings it will
be convenient to consider now the letter that is wholly
written. For convenience, it may be said to be divided
into six parts: the heading, the inside address, the saluta-
tion, the body of the letter, the complimentary close, and
the signature.
97. Writti'it }n'<i(Vin<y;. — The heading, which contains
the address of the w ritei- and the date, should, be niaced
at the top of the letter, close to the right-hand margin.
MllCHAMCAL AfAKlMP
OF 'i'lli: LKTTI-Ii
If it contains
more than one line, ti.ey should h
;}.s7
so
s,„.a,l tlu,t tl,e ends „f tl,e lines all eon.J anpro'L ute v
The address „f the write,- should he written in sneh
■ ;"i .'s he e„„,l,ti„„s whieh ,.,ven, the reeeipt an
''' '.'r'^", r ■' "'''-♦""""■■.■itv where the wr
"« should nsnall,.i,,eh,de the street a,,d'nn„,,,er.;.
■" ^••;l>:dd,s a sn,all,„w„. the heading ,h„nld in'
■I' ;.• I.e mnne of the post otHce, connt^• and state
I ^'it,eular ear,- ,nust he taken wlua,' the writer's post
""«■•■ -1; .-CSS ,s d.H'erent Iron, the plaee of writing' a
^ "I e„ the ease ,n regions where the rural free delirerv
ii.is heen extended. "emery
In «.se a ™p,est is ,„„de that the reply he <lirecced in
li> '.ne of a seeon.l ,,arty. the faet should l,c elearlv
*;;'«'... the hody of the letter and not in the hc.dn'.
'-perlv wntten hea.lings always follow a definite o^
; ■■.-.nthisonhr the date eon,es last ;„»ntl,dav,
'• I'c month may he written in f„|| or properlV
..•ev,at«l, hut n>o.lern usage de,.rees that the dav'sha I
P-cde the n,onfh, . e., lOth Januarv, as was the
i.i^hKin some years ago.
So„,e writers indieate the month, like the dav an,I
;::;■ ;•; "'"f ™;»-."» *-^>^-l'.m. l,nt as there isdouht
^|'|-l_^the order, tins metl-.od is not ,lesirahle in husiness
« a letter. JIany busmess letters prove utterlv valued
e« w en wr.tten without the dale, „n,l as cvidenee i ,
"I" u.ite can hf nrm/./i ,\. ..-.4- ii_ .i . .
in he proved, is not worth tl
le nnocr if i\
leii (it|_
^8. In.sidc addrcs.'i.—Thi
name and address of the
:{.s,s
nrsiM:ss (okhi.si'ondiac i:
1^
person to wiioiii the ietter is direeted, should always he
written at the lei't-hand side of the i)a<i;'e, and sliglitly
l)eiow the liea<hii<4-. Tlie first hne shouhl hefij'in near
the niar^nn. the seeond hne a trifle farther from the
margin, and the third, if (jne is neeessary, at an even
greater distance.
On the first line the name Is written, and, politeness
coupled with eustoni, re(|uires that some title he added.
The commonest titles of courtesy and distinction arc
Mr.s., Mi-s.s. Mr., Esq., Messrs., Dr., Hon.. Rev., Prof.
Careful choice should he exeirised in the use of them,
but onlv two need he mentioned here as liable to wronir-
ful use or disuse in business letters.
Esq., while originally a{)plied to men occupied in
le^al })ursuits, has become interchangeable with the plain
Mr., in a business ,sense; so, either Mr. James S. Woods
or James S. Woods, Esq., is proper.
Messrs., an abbreviation of the Frencli word for fjen-
tlemen, refers to two or more persons engaged in busi-
ness under a firm title which su<4-i)ests the ])ei-sonal
clement, as Messrs. Banks, Street tr Co. But the title
^Ic'ssrs. caiuiot be used in addressing men en^a^ed in
business undei* a jjurcly le^al title, as The Pressed
Steel Car Co. There is no personal tinge to such a
name.
It is well to note carefidly that if a pei'son to wnciii
a letter is addressed possesses titles of di^'uity oi' dis-
tinction, they must always be used.
99. Salutation. — The salutation is the complimentary
address at the beginnin<>" of a letter, and, in business
letters, is practically limited to four forms: Dear Sir:
(ientlemen : Dear Madam atid Ladies or Mesdaiiirs.
In exceptionai (.-ases, as \n w riiiii<4 to go\ernmenlai <iin-
cials, the plain and highly formal Sir is used.
MKcnAVlCAr, AfAKK TP OF 'I'lrr. I.F/rTKIl .'{Si)
.\l)l)rc'viati(Hi ill tiic salutatic.ii indicates very bad
t.istc'. and siK'Ii I'oinis as D'r, Gents and .SV slunild al-
u ,1 ys he avoided. I f M ,, dear Sir is written, care should
he taken not to capitalize the middle word.
100. liodn of the letter, ^'nxc ^^cneral appearance of
:t letter has much to do witli the effect which it will have
npnii the reader. Hence the arrangement of the letter
iipnn the sheet with reference to the hlank maroins above
aiui I.Hou should be carefully j)laiiiied bei'ore a sentence
is written. If a typewritin^r niachiiie is used, the mar-
ii\m at the sides should be made deep, provided the
I' tin- is short, ior a l)rief letter, in i>rint, occupies little
space and this space should he as near in the center of
tlic pa-e as i)ossible. A half dozen sprawlinn- li„es
•Hinss the full width of a sheet of paper look un<.-nicefuL
The material shouhl be cmpaetly n-rouped into a dozen
sliort hues SMiimetrically bounded by wide maroins.
If a letter deals with more than one subject, each
sul.jeet should be denoted by a separate para^rmph, and
each para<,n-aph should be clearly indicated by a deep
indentation into the body of the letter.
Paran-raphs should be indented an e(iual distance. In
typewritten letters, live to fifteen spaces is the usual
■I'linMiit. Ten is j)r()i)ably the most common. Jn ad-
'litioii. it is helpi'ul to leave a wider space between j)ara-
yraphs than between the lines within the paraoraphs.
^^^i.Complinieiilar// r/o.sr.— The comi)linieidarv close
'"llmvs the body of the letter. it shouhl heoi,,' about
"H.lnay l.etuee.i the ri-hi and left marKins. It in-
'^IiHi. s merely the words Voiirs Irnl//. Vour.s re.yurtfnlh/,
J "v/.v rordiallf/ or Vonrs .sincere!//. The words / ,/,;,.
te.liiiM' it, arc unneeessarv and .should 1
'lin^ I IIIH, ,-, llSld
onjer of words in tli
pre-
)e omitted. The
e eompjimcntarv close mav I
)e re-
fme-
ii[)0
lU SINKSS COUltl'.Sl'ONDl'ACi:
versed, as Tnili/ //oiir.s. J\r// may be added, i s Yours
vera trill'/, oi- f'crf/ Irul// iianrs. In any ease, oidy the
first word is eapitali/ed, and tlie whole is followed hy
a eoiniiia.
Of the forms named al)ove, those ineludinn' //•///// are
the most common and suitable.
Ucspcctfulbj is soMU'limes used in writin<^- to a peisun
who is your superior in authority. Jt is also used fiv-
quently when a re})ort is submitted.
CunUaUif is occasionally useful as a variation, and
may be used to oive a friendliness of tone.
S'niccrclii should ordinarily l)e reserved for use in
personal letters, but sometimes it may be emj)l()ye(l in
business letters which deal with matters somewhat out-
side the ordinary routine.
Tile eomi)limeiitary close must never be abbreviated,
as l'/-',s' rcsp'ij.
102. Shnxiturc- 'Vhc signature comes last, and 1 -
gins just below the comj)limentary close, and ends close
to the right-hand margin. If a letter comes from a
firm, the firm n-'cne ' ♦^^ jicwri^^ten, and below it comes
the written signature of the ofHcial who is directly
responsible for it, sometimes preceded by the word hij.
]5elow this comes his title if any: such as President, Sec-
rit(ir//, Cdshhr, or the like. This is also typewritten.
A man"s title, such as Prof., Hon., Dr., lire, and tlie
b'ke should ne\er l)e v.i-itten with his name as a ])art nt
his signaiui'c. It should always be put upon a sep-
arate line, if given at all, and should be in full, as Pro-
fessor of (ireeh, or the like.
10.'}. General suL''!iest'H)Us. — A jiostscrlpt is sometimes
added, but P. S. is no longer used to lal)el it. Fornurly
the jjostscript was used to ex))ress some idea wbieli liiul
been forgotten. Now, whenever it is employed, it is
.MF.( HAMCAf, MAKE-ri' OF 'rHK I.F/m'Il .'JHl
i
etmics
niu'i'ly ^'
cli had
1, it is
Inr the sake of some important idea tliat the writer
uishes to make partieuhirly empliatie. lor instanee:
KtiiiciulKr, vou do not have to Sfiid one cli;! in ulvaiici'.
Only o?ie side of the pajjer should he used, whether
the letter is written or typed. A typewritten letter
should ordinarily he short enough to «.() on one page.
If more are necessarv , hiank sheets without tiie letter
head shoi Id be used.
In folding the letter, the l)ottoni edge should he folded
lip and hrought exactly even with the toj) edge. Then
a little more than a third of the letter should he folded
(«\er from the right; tiie remainder from the left. The
free Q^^ye of the letter will thus be slightly below the
light-hand crease. It should be placed in the envelope
with the free cdiTQ toward the gummed side of the en-
\el(>i)c, and at the top.
104. Envclnpc.—The envelope is preferablv of stand-
ard size, about <)1 ^ inches by .'}!.. The return address
of the sender should always be printed or written in
the upper left-h.ord er)rner. Usage i)rescril)es that it
shall not be large and conspicuous, and that it shall not
he used for advertising purposes.
The address should begin slightly below the middle
and should be well centered. The next line may be in-
dented live spaces and the third five spaces more. The
main thing to be considered is that this address look
well balanced. Some concerns write the address with-
out indentation: this is advantageous when a letter has
to he forwarded, for more room is left at the right of
the enveloj)e for the forwarding address.
as follows: first
I lie order oT tne address is usu;
iine. name of the addressee; second line, street addr
ess;
.'5!)2
i{!SlM;sS COIiHKSI'o.NDiixci.^
tii.nl hne, city or tnun : fourth lir.e, state or countrv
C are slioul.) always hv take., that a business letter aiul
envelope have no uusiohtly hlots or tinoer marks or
erasures. It .s better to rewrite a letter entirelv than
to take any ehanee ol' marrino- the effect of an'other-
wise ])ertect page hy one of these blemishes. Correct-
ness and neat.iess in a letter, as m all biisiness uses, are
very important ,n uimiin- a passage lo the favorable
consideration of the reader.
CHAPTER vm
ROLTIXK LETTERS
105. Inquiries.-Jn ordinary routine letters, by nhich
wc MK-an M.quiries, orders tor c,oods, I,nrrv-„i; letters
a . ,|K. I, e ar.,1 answers to tl.es., the n.ain ,,ualities
o he souKh tor are elearness. eoneiseness and eourtesv.
(> thes... he fu-st is hy far the n>ost in.portant. it
^yll s.dhee to o,vc. a i\■^^ sn^-^^estions in a<l,!,tion to those
iil'-fady uivcn in previous eha piers
•v.. in.,uiry should he uonled as hr^ellv and elearlv
- possible. )o not on ,,to a lono- bisto.v of vonV
alhnrs to explau, why y.„ want i<, know a^tlnnu: .„
''"•^■^'t'y to the point. Son.e wrUers sec.n to thmk h
"m'ssarA", wh-n writing (or a eatalo,. of nn-sieal instru-
"HHts, tor exan.ple, to explain that tluv have hern ..iv-
;n.M,us,c lessons for several years and' have not fomui
"'stnnnentsthat.suite,lthemexaetly. Kven in ansuer-
|"ii' advertisements, they iVe,,uentlv in.lnln, ;,. ,i,, ,■,,.
i'wm^r kind of prelude:
J
I'iMt Sir:
''-i.^s.n. v.u,p,„u,,pHs.,nn,f h. I1„. M.-n.l.v Krenh,^ (;a.
''''■'-''M.nnK,„n....,lofa^..o.l]Ii.,o.-v,,r(l,,."l-„ll..lSt,..l..s
' '"" r'''"^ *" "^^ =♦■ ■^"" -" -"«' '•"• H rnt..i..^. Witt. sp....i
'''■"■pl.v .ntiTe>t..l M, !,i.,»„noil uoik, etc.
All ti...f :,
-''f^KCrTr--
foil
.>.>ai » 111 .-ill!
owm
M
a i-ase is a note like tl
le
noD
:5!I4
BUSlNESfe COURESl'UNDENC'i:
IS-
-S'
Dkar Sir :
IMoasc xrid iiic ;i copy of vour citulo.^ with specimen shel!^
(if "Siiiitirs in\t()rv of the United States," as advertised in the
Monday Evening Gazette.
Yours very truly,
If you have several iiuiuiries to make in the same
letter, give eaeh a separate paragraph.
110 East Tentli street.
Syracuse, Nkw York. October 1, 1909.
Wm. J. Janes, Secrefari/
The Jones B/i.sine.s.s School,
Xezi' ]'(>rlx City.
Dkau Sir :
Before decidinrif to leave my present position to come to New
\ ork and take up a course of study in your scliool. I >hould lik.
a little further information.
^\\\l it he p()^>il)le forme to tak.- a [xi^ition as hookkeeper and
still carry on my studies satisfactorily?
Does the school ^ive assistance in finding positions of tlii^
sort r'
Is any de<^ree cfiveii upon sat isfadory completion of a rcfrular
course?
I sliajl oi,;.t|_\ .ippreciate a }irompt aiisurr to tlie-e ni(|Uin. -
^'oiirs very truly,
.Ja.mks Smith.
In all incjiiirits. hi' courtcons hul to the point, it is
unnecessary to insert eornplirnt iitary adicctixcs; sueli as.
"ynui- cr/xrl advice," "yoin- valiKihIr experience." "your
fttnilisrcmlin;:; att* ntion." Xo apology is lut di d Idi aii
honest in(|uiry. atid a fawning attitude docs not raise
yon in the estimation of your reader. Stale your- husi-
ness and ha\c done with it.
lioriiNi: i.i;'i'i'i:ijs
:{!).■
!()(!. Ordcriiif/ goods. — In an on^.er fnr i^oods there
are six simple but important lequiremeiits.
(iive all details siicli as size, style, (jiiality and the
like, that ean i)e ol' liel[) in filling your oi'der pr()i)erly.
In the case of a hook, the title, author and puhli-iier,
and sometimes the edition or hinding' are necessary
11' there are several ai'tieles, arrange them in the form
of a list with a se])aiale paragraph to each item.
State how money is sent and what the- amount is, or
explain how you wish to make |)aynRnt.
State how you wish shi[)ment to lie made: hy mail,
exj)ress or freight.
If you need the articles before a certain date sj)eeil'y
this.
Do not neglect to w lile in full both the address of the
tirm to which the order is directed, and your own ad-
dress.
107. Examples. — Tlie following is an examj)le of a
|M)orly written hlter:
SOMK-'VII.I.K, I'M). If) '09.
r.tt Hros.
I'hUii. I'a.
Dkab Sirs:
I'Icuse send .it oiKr n do/cii f'nilt i.ii>, a j);ic'k(ige of wrlt-
'"K |"i|"-''" -'"id i'n\( lo|)(s, u |>air ot lna\v ^ll(>e•.^, six I'ukes of
so.ij) jitid ii |)i)>t card .dlimii. I iir< d I he tilings now, so hurry
•'■•■iM aldii^' and I ulll pav Hit liili win 11 llii\ airivc.
\ <uirs,
JaMKS SiI 1.\ I.IN.
.\one (d' the -utii'lcs mentioned arc (hseiiiied sulli-
ciently. 'I'he writer's addiess is not complete since the
stiite is omitted. "Dear Sirs" for "I ientlcmen" is not
* "^ r~* ," ' '
is sadlv (hiicicnt.
1
i
^ "ii
1
, .lii
hbb
iM
m
1^
Uk
! !!'
:m\ BUSiNKss (okki.si'ondence
The same letter ])iT)|)erIv written would read:
SoMKUviLi.K, N. J., I oru.irv IG, I'JOl).
J.itt Bros.,
PhUaddphia, 1
Gextlk.mkx :
Please send me tin t'ollowiiiir .irticles hv A<luiiis Express u>
soon as possible :
1 (ioz. Mason fruit jar^. ijuart sizi' ;
One 1)()\; of irloss fini>li, unruled whitf note paper and eiivel
opes, about W cent-^ in price;
A pair of heavy worknian's >li<)e>. ni/.c S. ludad, wortb ^'J..")!);
Six cakes of lOcent 'i'ar Snap;
An album lar<^e enoui^'li for ,")()() po>t iard>, plain (.'over, at :<1
or $1.^").
Enclosed von will find a mone\ ord( r for S(i. A> vou pa\ ex-
pros diaries, I will a~k you to I'l fund any balance due me.
\ our> truly,
.IaMKS SlIKVMN-,
It would be IK) ti-()ul)le I'or tlie i-eee!\cr to fill an ord' r
St) clearly and completely descrihed. And the manner
and means of shi|)nuiit and |)aynient are down in black
and white in such form '.hat the most heedless clerk
Avould have no excuse I'or making- ;. mistaki'.
lOH. KnclosiiKj nioiuif. — There is a I'isk in sendin,<jf
money, unsecurid, by mail, win tin r in bills oi- coin. It
is usually safe to enclose ;i one or two dollar bill in an
ordinai'y envelope, but a cluck, postal moru y oi'der. bank
draft OI- express money ordci- oii.-nantees deli\(r\' and
does not cost much. Sinus from li\e dolhirs up should
always be sent by one of these methods.
Amounts under one dollai- mav usuallv be sent in
1 ! ... l.i I !
■' i't\ i 4 i i i V i
I'crred. Stam|»s of higher denomination than t
U II
it!
i
i
ROUTINE LETTERS
3i)T
(Kits air soinetinies difficult to use, aiul slunikl not he
scut. In .s('iulin«4- money to forei^rn countries, never nijiil
I lilted States stamps, for they will he of no value to
till' reeei\er.
Ill sciidiu','' stanij)s always insert a sheet of oiled paper
against the gummed side of the stamps. If this pie-
caution is not taken, a rainy day and a careless mail
c(il!cctor may l)rin«^' your letter to the receiver in a value-
less state. Stamps stuck tot^ether are I'ood for the waste
liaskct. It is a ^ood ])lan to place the stamps in a
>' parate envelope, noting*- on the enveloj)e its contents
and the amount. The envelope should then he folded
ii.t.* the letter.
Never send coins hy mail unless they are fastened
>((airt!y in a slotted sheet of cardhoard. Nothing
larger than a t\\(.nty-fi\ e cent [)iece sIk ild Ix sent in
tins fashion.
Tor lar<re sums checks or drafts are the proper ve-
hicles. Peisons possessing- private I'heckin;^'' accounts
can usually i)rocure hank drafts of the cashier without
! \tr;! char<^e, and the expense to otiicrs is ordy a matter
"i a few cents. Hank di'afts. like e.\])ress and rniled
States ni')niy orders, are |)ei-t'ectly sal'e. and if they
'^l!llul(l he lust or hiiiiicd cnroiite, the pionev can he re-
ciivered.
Ill scndiny' money ])y mail it should he stated in tlie
It Mcr in exactly what form you are mailing'- tlic money,
whether in stamj)s, hills, cheek or draft. Should anv-
tliiti^ happen to the money alone while on the way this
I'lccnution may be a valuable clue in tracing the leak.
it is well to write hclow tiie letter at the left hand
side the abbreviation Kncl., to indicate an enclosure. If
;.:)!} erieiose iv-r, ;;; ;;i;;r; ciiCCKH
fuicL, 3 End., etc.
\'1L11VI irill/VI.1 »*11L\>
il;
11
11
• ;'j8*aw
ninU
■
PI
w
■ g
m
m
;39H
JH sim:ss ( ()Uiu:si\)M)i:n(i:
U
IP
1
f
SKi,
Wi^
100. ITii?T//-uj) letters. — After an order has l)eeu sent
to a firm and some time lias elapsed without the receij)t
of the o-oods. it is often necessary to send out a "iiurr\ -
up" letter, in which yf)u m-tie that the transaction 1)l'
completed. In Ktteis of this kind it is mcU to he
coui-teous. Xotliinn- is gained hy casting- slurs u[)()m
the husiness methods of the firm or upon their motives,
lint it is also well to indicate that this particular case
may pro\e an un])leasant exam))le of the firm's business
methods, and is of much real aimovance to you. It is
preferable to ask them to "hurry up" as a business prin-
ciple, rather than as a special favor to you. However,
it is sometimes helpj'ul to point out the urgency of your
necessities.
()rdinaril\, the letter would begin by giving the cir-
cumstances which lead to the hitrri/-iij). The details iii
regard to the order should be given clearly and exactly.
If it was not acknowledged, it sliould be repeated en-
tirely, as it may not have reached the addressee. Other-
wise it is enough to give the date and nature of it. Fol-
lowing this a brief statement that you would like to know
the cause of the delay is usually enough.
If the first letter is unpr()ducti\e of results, a scco'mI
and a third may be sent. Tliese will be worded in a
manner that may be more irritating, in a degree to vary
with the seriousness of the case. But even in these,
courtesy should be observed. It would not be wise to
write:
Dfar Sir :
I liavc hrnii^ht. to voiw attention several times a matter whiih
YOU have seen fit, to ifrnorc. I do not know wliat kind of u
a:
1 I 1 1 •- I . t :i
piaci- yr.u ^vi :-; :;;;;;;^:i; ;;;; ;n. :;;;; ;l t;i ; ;
(k'cciifv \'()iil<l (Irniund a njilv fr< mi you.
n,..i. i;
ROUTINE LETTEllS .'JiM)
Much better would be a reply in the following tone:
I)i:\ii Sir:
For some reason I liavo received no reply to the letters I
li.iM' >ent to you in reiranj to my order of November 1. Tliat
ni-on you douiitless can tell me, and I slioidd very much appre-
(i.itc the courtesy of an ininn diate answer.
I Iiis kind (d" htti'i- is equally suitable in any case,
where yoiu- letters luuc '•eni.tined unanswered.
It is well to rcfjuest an immediate answer, in any case.
1 1' you can secure a reply and a promise from your cor-
rcs])()ndent, he is more likely to hurry about filling this
order.
lit). Examples. —
I
October 30, 1909.
Mi'.'isrx. Graif and Brorcn,
Providence, R. I.
Gi XTI.F.MKN :
We have I)een greatly surprised at our failure to receive the
t'liur porcelain lined bath-tubs, No. 8, ordered from you on
Odohcr 10. We are in great need of these at the present time.
I'lia^e let us know immediately just how the order stands and
wliin you can make shipment so that we may know what we can
coimt on. ,T . ,
Very truly yours,
Amks Bhos.
n
Novemijcr (), 1909.
.U( «w,s-. Graji and Brown,
Providence, R. I.
Gextlemf.x :
Oil October 10 we sent you an order for four porcelain lined
bath-tubs. No. 8, to be shipped as soon as possible. On October
30 we wrote asking wiien you could make sliipment, but have
rcciivcd ,i() repiv.
■f
100
IMSI.NKSS COHRKSl'ONDKNCE
m
Nearly a month has now passed, and we are suffering t^n at
inconvenience from the delay. You have certainly had lime to
answer our iiKpiiries, and we nui>t ask you to give tlie matter
immediate attention.
Unless we can h;ue the goods li\ NOvemlier "[2, we shall he
compelled to cancel our order.
Very tiuly yours.
Aaies Bros.
I'ii' .
if"
lii
CHAPTER IX
ror.I.F.C'TION- LKTTERS
111. Txco objects of collection /r//r/-.9.— Collection
letters illustrate all the most important truths ahout
Bi.siness Kn^^lish coni])osition. Their purpose is the
•liiect profit of the writer. IJut this profit is not oh-
tained unless the niessa^^e impresses the reader; unless
it is adapted to him. Dehtors are of many classes. The
methods that induce one to pay will have no effect on
another. It is necessary, therefore, to study at least a
few typical classes, and find out what ar^ninients and
what tone are most likely to ])roduce the desired result.
We must rememher that the desired result is not sim-
ply tiie payment of the particular !)dl in question. The
friendship of the dehtor and continuance of husiness
with him are almost always necessary. If our collection
letters hrou^dit in the immediate cash hut destroyed all
(Ii.ince of future trade, they would he most inefficient.
So \\e must always write with two objects in view: to
eolkrt the money as quickly as possible; and to do it
without givin^^ ofTense.
It fortunately happens that the t\vo objects are
usually consistent. A courteous, tactful recpiest brings
in more cash than a brutal or insultin^r demand. Amer-
icans are all very much alike in resentin^r nn"^dit even
when accompanied by right. Those who collect money
li;uc learned by experience that even when the debtor's
friendship is not valuable, it is unwise to arouse his an-
••ap:nnisni. And they have iearned that it is usually
better to subordinate "/" and emphasize "//ou "
l\-26 401
"""■
iu^mjiMA
402
BUSINESS (ORRKSrONDKNCE
T'l.o iniportancT of the two ohjects of a collcctif)n
letter — ^ettiiii^' the money and keej)iiig tlie friendship-
is relative. It varies with the nature of the husiiiess,
witli the money value of the eustomer's trade, with the
eharaeter of the eustomer, and with the length of time
the aceount has been standiti^. These factors shouhl In
considered before we can take up intelh^ently the study
of different tyjies of collection letters.
112. MctJiods of nifinufactiircr and tchnlcsalcr.- 'l\
various kinds of business re(iuirin,<j collection letters
may be divided into two main chisses: those that ex-
pect repeat orders, a!id those that do not. In the first
class are manufactin-ers. wholesalers, and jobbers, re-
tail stores that do a credit busi»i''ss, and most ])rofes-
sional men. In the second class die installment houses
that sell by mail, certain professional classes, and deal-
ers in such specialties as advertisin*)- novelties and eal-
endars.
It is clear tliat the first class must be more careful not
to ^ive offense than the second need be. Too ,L,nTat
vi^or in dunning* a debtor may result in the loss of him
as a customer. The prf)bability of this is small with the
manufacturer: but with the department store or the
small tradesman or the dentist it is very ^reat.
Consider the ])eople with whom they deah The man-
ufacturer deals with (hbtors who have debtors of their
own. They are familiar with business conditions and
requirements. ^dore important, they have business
reputations to maintain. He is therefore able to en
force strict obedience to liis credit re<,ndations. Fre-
(juently his position is such that he need use no litters,
If he does use them they are > ■nii)ly to collect the money.
Friendship hardly enters the (juestion.
The wholesaler and jol)ber are iti much the same posi-
COLLKCnON Ll/I TKHS
K);{
tioii. Imt tlic retailers with whom they (hn] are hdiind to
tlKiii Ity eloser personal relations. Often these retailers
are small cfjiicerns. imhiisinesslike in methods and of
mseeiMT credit. With sueh dehtors friendshij) is a more
iiiiportanl faetor. It is not usually possihlc. therefore,
to send a draft as soon as an aeeouni oasses the due
(late. Nor can the letters simply exaet immediate pay-
iiitiit.
Il.'J. Mclh.ods of nlaihr.' -T\w eustomers of the re-
t.iilcr are even less likely to !)e thorou.i^hly familiar with
I'lisiness methods and accustomed to ])rom])tness in
nurtiii^r their ohlinations. 3Iany of them are women,
Mii^itive to real or fancied insults, and yet inclined to
hike advantao-e of credit leniency. Too ^reat uroeney
11 Inrciiin ])ayment is likely to offend them and result
ill flic loss of their trade.
C'onsidcr how the storcs--])articularly department
^t()res— emj)hasize the personal element in dealing' Avith
their customers. They provide rest-rooms, tea-rooms,
nniccrts and the like for their ])atrons. They make
niiicli of friendship, and they cannot afford to lose
it. Their collection methods therefore siihordinate the
|uiriK)sc of <retting- the money to that of retaininn- o-ood-
will.
Tile le!i<rth to which they carry this policy depends
in some extent on the money-value of the customers.
These arc usually of three classes: those who are liarely
entitled to credit; those who come within the great mid-
'llc class: those who are wealthy a?!d whose credit is
•"ibidernj ".ailt-ednv."' The first class receives least
"iiisideratidii; the third class may ^c, to almost any
■'iiit ill (lelavino- i)a\iiient hcforc heimr hrnuolif im nit).
i sliarp turn.
Jlicti the character of the customer, as shown hv his
{ :••
ti-
!l
m.
\:.k.
m
K)t BUSINESS COERKSPONDF-NCE
previous historv or l)y liis action in this case, tias some-
thiii^r to do with his treatment. Here a^aiti we have
three main tyi)es: first, those who are sh)w hut sure pay;
second, tliose who intend to pay but are dehiyed by niis-
i'ortune; third, those who wilfully eva<le ])ayineiit.
Tiiese same types are found anion^- the debtors of ik arly
all eoi\eerns, whether wholisale or retail.
The treatment deiK'iids also on the credit ])oliey of
tlie firm and the length of time the account has been
due. Some firms are very ri,u-id and do not ])ermit ileht-
ors to delay jjayment. Others wait a lon^- time l)el'ore
usin"- drastic measures, or li'oin^u^ outside their own or-
franization for help in collecting.
Installment houses that sell i)y mail, and other con-
cerns that have ])etty accounts, are usually harsher m
their treatment of debtors than the ordinary mereantilc
house. The repeat order is less likely, and there is con-
sequently less need of keeping friendship with the cus-
tomer.
In all eases, however, of collection by mail— whatever
the nature of the business, and whatever the character
of the debtor— there arc ordinarily three types of letters
used.
First there arc formal notifications that remin.l the
debtor of his oblination, ])ut do so in i purely imper-
sonal and mechanical style.
Second, there are personal appeals that are directed
to the individual and give him some reason why he
sliould pay. ^ -, e ]
Third, there are tinrats of a change of metbod ot col-
lection.
T!,,. ,,,,,,.].-.• -f cncb. that is i:sed depends on the man}
factoid Kiven above; so likewise does the eonstnictioii
of the individual letter.
roTj.ECTioN- ij/rrrjis
•lo;
lU. Si/sliin ill collection letters— XMuvc: takin^r up
tlusc types of k'tters wv slioiild c-onsidtr tlic system to
he used. 'I ' system is metre important in seeurin<'-
i^nnil results than is the eomposition of the letters them-
selves. Just as the ])ersonal eolleetor finds that he ean
cdlleet money more easily when ills visits are regular
;iiiil well-timed, so likewise letters ])roduee best results
will II they are sent with maehine-like precision. Even
thoiiyli the tone is not vigorous, the eontinual reminder
i^\ the "(hms" that e(;me as reffularly as pay-day and as
inexorahly as i'ate stimulates the dilatory debtor to part
with the cash. And if a man makes a promise to pav
on a certain (kite, a letter should arrive about that date
to hold him to the promise.
It is a universal ex])erienee that if a debtor is left un-
disturbed by collection notices for any <,n'eat length of
time, either because they <ire not sent, or because a
clian<re of address prevents him from receivin^r them,
tile work of colleetin^r from him is made doubly hard.
Even thou<rh he does receive the whole series of letters
ultimately, they do not have the same effect whe(> he re-
ceives them in a bunch that they would have had if de-
livered to him at reoular intervals. The constant drop-
l-inu of water Avears away the stone, whereas the flood
iiitrelv washes it. The repeated impression is the most
essential thin^r in collecting' by mail.
'I'lie letters themselves should l)e arrano-ed in a care-
fully ^n-aduated series, be^innin<r with the formal noti-
fications and endinjr with the threats. The tone should
become harsher and the ar<ruments stronger as the series
proceeds, so that the effect will be climactic. The num-
I'er of letters Mill be determined bv the factors liiven
above.
H:>. Formal notifications. — Of the three types of
hk;
Bl'SINKSS COURKSPONDKNCE
collection letters, rornvil notifications are tlic most ex-
tensively used. T'kv are suitable in all kinds of busi-
ness, and in sonic no other letters are necessary or de-
sirable. In any case, they should precede personal ap-
peals or threats.
The formal notification is <lisl:in<;uished by its lack of
personality. It is one of the few kinds of liusiness Kn^^-
lish niessa.yes that should not have this element. The
reason for this is the fact that a ])ersonal recjuest for
money is likely to ^iNc offense. No honest man en_jo\ s
hein^' dunned. He resents even the su)^-<>estion that
he is slow in })ayin<4-. and he feels that he is l)ein<^- singled
out for attack. The personal recpiest introduces a new
and unpleasant note into the friendly relations that have
existed between debtor and creditor.
The formal notification avoids this by hein^- strictlv
impersonal. It is as much a matter of routine as the
mop.thly statement. Indeed, it is fre(iuently oidv a rub-
ber stamped reminder at the bottom of the monthlv
statement, readin«.'- 'Past Due: ])lease remit," or the
like. The exact wording' is unimportant, so lon^ as it
is di<»nified and formal. It should not be |)en-writt( ii
or |)ersonally tyjjcwritten. The moment this is done llu
ni' ssa^e becomes jx isonal. and personal apj)eals, to Ik
either inofl'ensi\ c or efreetise. re(|uire different treat-
ment.
Tlu-re are a few whob sale houses dealing- with ditli-
cult and irresj MUsible retailers that have found a lead-
pencibd Please i(iiiif ,! \eiy ttVicti\e dun. It rarely
fails to pKiMike a reply of some sort, but Ibis is pre-
eiselv because it is so disenuileous. It ^bould ne\ ci' be
ustd on (It btol's wiidse yood will is worth kee])irin'.
Mo!'i' diyiiili((l Iba'i llie rubbei--st;uiii)ed reminder is
tiie |iinii(ii ihmc wiiji iiiaiiks i(i|- the amoiini and dale.
COLLECTION LETTERS
401
Its form indicates tliat it is sent to many otlier jjcople,
.111(1 that it is iiKM-ely a jjart of tlio rc-«>iilar machinery of
the concern: hence it can hardlv oll'end. Its wording
is hrief and ahnost stilted, l^ersonal pronouns are
axoided. I'lie follo\vin<r formal notification is tvpical:
r,ir<!()ii us for calling your attintiou to vour account of
for the nioutli of wliich hns
(loiil/tliss iscapcci vour attention. \\\' sliaJl ai)i)n-ciate a re-
iiiittaiice.
Very truly yours.
.Jonas Wii.dkk & Com pax v.
Tile severity of the tone d. jjcnds upon the nature of
the husiness and the nuniher of such notifications that
I have already heen sent. Department stores are com-
paratively mild: and usually send out several formal
iintifications hefore chan<,nno to other methods of col-
li ct ion. Three renu'nders is the average numl)er: tlicre
may he more if the customer is particularly valuable
and of excellent credit.
If the formal notifications fail to produc results, the
departmciit store usually calls into ser\ ice the ])crsonal
colhctor rather than the correspondent. This is made
possihie l)y tlir I'act that the store's customers live m ithi.i
a comparatively shoit distance, an<; the j)irs(.nal col-
lector can handle the situation with less possihility of
Mivin«4- olViiise. Sometimes the store uses sonu ruse to
lead the dchtcr to m-ke ad'iustmcnt xolunt.irily.
In sotni' I'orms of husiness an e\ < n greater number of
t'nrmal notifications is iisrd, but oi-dinarily tliiN' ni-e
fewer. In all cases they should bicnuie iricnasinMK
severe in tone, thou.^h still imjx rs(uial. if tluv do rutt
pn.diici nsulls. they at least ,»a\c tlu wav for the per-
Mtnal appeal, which vith-.ul them would be likely to
40M
lUSIXESS CORHKSPONDKNf'K
Mi'i
m^
antagonize the debtor, and Mould eertainiy lack the
force that comes froni the repeated impression.
110. Personal appcals.—'if formal notiiieations fail
to secure response, and it is the ])oliry of the C(Uicern to
continue the method of collecting- hy mail, a personal
apj)eal l)ecomes necessary. This, like most other busi-
ness messa<res, is adapted to tlie reader in lan^iin<^e and
tone, and attempts to brin^- about a closer relationshij)
with him. The personal ])ronoun "you" is emj)hasize(l.
An api)eal is niade to the common instincts of human
nature.
The most im])ortant of these instincts, from the col-
lector's point of view, are synii)athy, justice, self-inter-
est, and fear. The last-named is ordinarilv reserved for
threat letters, and will be discussed under that heading.
The value of the other three depends uj)on the character
of the debtor.
117. Appeals to si/'ii path //.— The appeal to sym-
pathy is the most fre(iuently used, but least valuable of
all collection a])])ea!s \\\ tell the reader that we should
be wiDinn- to wait longer for our money were it not for
the fact tliat we have heavy bills to meet, notes coming
due, or olher oblio-ations which rcipiire iinmediate col-
lection of outstandin.Lf accounts. The dilliculty here is
t!-:U this prciclaiiiis our weakness (either true or falsi 1
and puts the burden of the re<|uest upon oin-selves in-
stead of upon the riadei'. whi re it belon^^s. in addition
it 141 -IS him :.u opportunity lo tell a hard luck stor\ in
reply. a;id say that his failure to pav is also due to
financial embarras>-m iits. and that he will pay as soon
as he is able to collect what is due him.
Th( appeal to sNUipathy, however, if ri<.>l,tl\- use*!.
can be madi' etVeetive. At wor^t. it is unlikely to offerxi.
In ail cases the bcjj^gin^- tone should be earefullv avoidid.
>-CS?^
COLLECTION LETTERS
409
iii't only because it is witli the majority of people a poor
arL,niiiieiit, hut hecause it is not likely to l)e helpful to
fill- further interest of the coneern. A continual use of
it is simply like the sliepherd hoy's cry, "The wolf! the
\\vlf !" After a certain len^rth of time it ceases to have
any effect, and when there is a real occasion for its use
it is unheeded.
The appeal to sympathy is properly made when the
writer calls attention to the fact that a hr^c numl)er of
small accounts run into hio- H<r,,rcs and that the presence
of them is embarrassing^ It is also pro})erly used when
tJK- reader is made to feel that the writer is willing to
( xtend to him every reasonable consideration if he is in
(linicult circumstances, but that the payment of a part
of the amount would be appreciated. This appeal can
Ik' used when the writer knows of conditions that would
he likely to affect the debtor, such as poor crops, strikes
in the manufacturing district in which he does bushiess,
nr other similar cases. The appt-al to sympathv here is
rather an extension of sympathy. It gniards' against
excuses by making them for the reader in advance.
The appeal to sympathy is also properly used by
•iVai.rs in small towns where the i)ersonal relationshij)
iKtuci-n creditor and debtor is very flose. Kvfu in
I.irgcr cities certain classes of trades people, such as
t.tilois and laundries, find it most serviceable, because
tliey do ru.t fear the loss of dignity and (h) fear the loss
•if eustom-j's.
IIS. Apinals In Ihr .sr/'.sr ,;/ ju.st'ur. -Much better,
1" ihe majority of cmscs. is the appeal to the sense ot'
justice. We call attention to the unilormlv courtcoiis
''■•■■•'•""•"♦. >l'»' 'I'lality of the ^innh, and the excellent
^ct'\ ice. ill return f"->r uljifl'. \
...... ,,
II , -..■■"^lii iTTiV JUMIS
'■'• rxpecf,.,!. We may point ou» that this confideiice m
k
sr
fUA
M
410
BUSINESS COPRKSrONDEXCE
prompt ])aynient is the romuiation ot' the credit system,
and that further dehiy on the (lel)torV; part w ill impair
that eoiifidenee.
We must always be careful to avoid any implication
that he does not intend to ])ay. ^Ve take it for granted
that he expects to j)ay sometime, and merely desire that
he make that sometime //ore. If this is done, and the
tone of the letter is courteous aiul fi'ank, there should
he no likelihood of arousing antagonism.
Sometimes, in letters of this kind, a certain amount
of sales talk is given. The writer mentions some ex-
ceptional \alucs he is offering and invites the reader to
include an order with his remittance. This serves to
show that the reader's interest is kept uppermost in the
writer's mind, and guards against his feeling that he is
being ])ersonally (hmned. It is always wise to maintain
his point of view in order to make the right impression.
The following is a good exam[)le oi die a[)[)eal to the
sense of justice.
Dfau Silt :
l-'or some ri'Hsoii we li;i\i' tint rccrlvcd voui" cluck for your
iifcoiiiit of iHiw two mo lit lis (»\(i(luc. What
is t lie nasoii ?
Siirtiv till' ^fiods wt re |)trf(,t!v satisfactory, or wc sliotiKi
lia\c liiard from vou 1)» fore this tim<'. ^ Hii know our iinaii
•ihh' |)ohi\ : "If aiivthiiii^- is not i-iuhl. wr make it i'in;|it." Ami
that |)olic\ really imaiis thai mir ^oods ale n^^lit in the (ir^t
piilCf.
\\'\ are coiifidctil thai \<>'\ have found Ihcin so, and that
vou)' dfliv is diR' mcrclv to an ovci'siirhl. Hiil m jiislicc lu
us and to vour r< piitation as a {rood liiisini s~ man, don't you
think \(>ii should take [tains to si e that the dela_\ does not t a n
Don't hotlur to write us a let* v we understand just how
COLLECTION LETTK US
411
>McIi oversights occur. Simply put your cluck in the enclosed
tiivcl()])c ;ui(l mail it to-day.
Very truly yours,
110. Appeals to sclf-intcrcsi. — Tlic ai)|)eul to self-
interest is similar in nature, l)ut it may i)e made more
i'oreel'iil. We point out to the reader that it is only by
l'r()mj)tiiess in colleetion that we are able to maintain
tlic low priees hy whieh he pi'ofits. We show him that
lie f^ains i)y our firmness in enf'orein^ the terms of eredit.
if we allowed debtors to delay payments, we should be
tyin«4- up in their business eapital that should be invested
ill raw materials for the benefit of all our eustomers.
Possibly we call attention to the faet that we have here-
tofore ke])t from troubling- him about the aeeount l)e-
caiise we were eertain that there was a ocxuj reason for
tlic delay. "We show him that we have extended eon-
siileration to him beyond that whieh we extend to the
average debtor. In all these ways we -,how him that it
is to his interest to secure a continuance of this favor-
able treatment by making- a i)roper response to our re-
ipicst for paynu'iit.
The foliowinu' example will illustrate the effective
use of such an ai)|)eal to self-interest:
(li \ ii.iMi.v :
In till' cticloNrd statiiiicnt (filrd (j.-tolxr l")!!! you will find
npcatcd till- liMiiifs of our account tor the scason\ ad\<rti>
iiiff ulilcii wa'. II iidnrd on IIk first of last iiioiitli. \\'c had
t\|uct<'d your i< mil I aiicc> of two Inmdrcd doilars. th, amount
"f its balance, to be avaiialiit for our um it least hy Hiis
date.
1 1 • I
t la ( 'III *iUilillM'l
liioiitlis .Or not an income |u riod with ( dui at ional institutions
*!»''■ '"
i$
412
m
', t -i
m-
BUSINESS CORllESPONDEXCE
we plan to carry accounts with tlicm until the fall opening.
Tliis arrangement, of course, is mainly for the convenience of
these institutions, and in makinjT it we confidently expect pay-
ment by or before the end of September. With October comes
a demand for a different use of the part of our capital devoted
to the carrying of educational advertising. While the amount
m a single account is not large the aggregate runs up into con-
siderable figures. JJut we are glad to see our increase year by
year. This fact, by the way, makes it more important 'o us
that we be promptly paid.
You will readily understand, th.erefore, how important to us
both it is to have this account settled as soon as ])ossible. May
we not have your remittance by return mail? We shall at the
same time be glad to hear from you about how the school year
has opened and what its 2)rospects are.
Very truly yours,
120. Inducements to pni/ment. — A more direct ap-
peal is sonietinies made to self-interest by the offer of
some consideration to the debtor for a settlement of the
account. This consideration should not be in tiie form
of a discount. Kxperience j)roves that this merely
temjjts the debtor to wait lon^^er, in the hope of a larger
discount. Moreover, it docs great harm to the rei)uta-
tion of a co!icern, besides being unfair to the honest
debtors who pay j)Vomptlv.
A |)remium is not so objectionable. It is most useful
in collecting smiill and scattered accounts that are to be
l»ai(l by the installment method. The best time for it
is in tlic early ])aynKiits. iicforc the (lcl)tor has had ;i
chance to i)ecoine dclinciuent. Then' is then no loss of
dignity in ort'cring a book-rack or other premium for a
cash settlement of the entire amount.
ir If If ,■....,! *.. ..,., i i'.. Ill It
been long ifi arrears, some good reason must be shown.
COLLFXTION LKTTERS
■iV.i
H
This may l)e the statement that a limited number of a
certain aftiele has been seeured by some unusual good
fortune, and that there are not enough to sell by the
usual methods. They are therefore offered at a ridieu-
lously low price to customers who are indebted to the
coiupany. The desire for the bargain induces many de-
liiKpients to remit.
This collection method is, of course, unsuitable to
most forms of business. It should not be used if there
is any ho])e of collecting by the more strictly business-
like methods, or if there is any danger that the fact may
become known to future customers, and either preju-
dice them or get them into bad habits.
The following letter will illustrate the use of this
method to customers who haxc bought an encyclopedia
on the installment plan and have fallen in arrears before
iialf the payments are made:
m
i
i
DiAu Sir :
Wlun you ordered from us the new Globe Kncvclopedia in
thirty volumes, tlie latest and most iiuthoritiitive puhlislied,
you signed ;i coiitriu't to ])uy tor it in installment-; of two dol-
l;ns on tlie first of each nioritli. This cotitraet von have faih'd
to tulfill, and for some reason you have not respoiidid to our
npeated notices /uid letters re^ardirifr the matter. Vou have
not even ^iven us the courtesy of a reply.
Now we hesitate to helieve that this was due to wilful nei^lect
"ti your ])art. We understand how it is that re^idarity in
Mii.ill iiaynients sometimes hccomes irksome and the matter is
postjjoned from day to day. Hut you nu, I admit it is onlv
fair to us th.'il the <-ontrii't U- k<|it to the letter. And we are
pri]iared to take whatever action is necessary to secure tluit
result.
lOli- a(io|)iiii^
at iiiiasiin
are wuunfj to
,'ive you one more opportunity to make a friendly settleni< nt
414
BI'SIXESS CORRESPONDKNCl.:
mi
of this maftir. \\\ .shall .v.,, ,„aki' it t„ yo„r advantage to
close up the entire acecunt and n li, ve yourself of the necessity
of niakinrj ren-ular monthly payments.
A fortunate i-urchase l,as ,,]are,| in our hap.ls a small num-
iHr of the Peerless Atlas, whirl, nni.t he known to vou. I.v
nputation at least, as the most emnplef,. atlas ever puhlislu.i.
It is fully (jeserihe,! in the .nelos,,! eircular. If v<.u will rennl
to us at onee the halance of your acvount. amounting to
••""' ''•"■'>■ '''"'^ extra, we shall send vou at once.
post pai.l. a ropy of this handy work of refer.-nee, which will
be invaluable to you in Using the encyelopedia.
Kemember, we have only a sn.all number of these atlases,
which are regularly sold at five dollars a copv. If you want
to take advantage of our off,,-, you nuist ."ict innnediatelv.
^nnply use the enclosed envelope in mailing the renuttance ami
the hook will he forwarded to you innnediatelv. Take advan-
tage of this offer now.
A'ery truly yours,
III
121. Appalls to .sr;/.sr of humor.—lu addition to the
appeals to synii)atliy, justice and self-interest, there are
a few others that may sometimes he used. Most im-
portant is the appeal to the sense of humor. Some men
are helpless to resist the eolleetor if he ( Houratively
speakino) tickles them under the chin. If they can he
made to smile, they will si^ii the cheeks.
Concerns that sell such articles as ci^rars, ei^rarettes
and the like hy mail, find this form of ajjpeal very effect-
ive. Even laro-e wholesalers and j()l)!)ers fre(|uently use
it to advantage. It is dilJieult to handle, however, he-
cause few writers have the oiff „f humorous expression,
and an attempt to he funny is very j)ainful when it does
not succeed.
I 111' fdjlnuinrr ('V'H!! !>!;■ K;b; '.■-■.•■-: *]\i^ :-...■
appeal to dealers in sporfino' yoods:
i liiiS Kiiui ui
COTJ-KCTION LETTERS
415
Dkah Sir :
Well ! Woll ! Well ! It h.-is been a busy fall season, hasn't it?
W'v have h/id liardlv time to wipe the sweat from our fore-
heads, and your eustomers must hav(^ kept vou on the jumj),
too, jdd^n'n^r from the faet that you haven't had time to at-
ti 11(1 to our little account.
I,ots of time yet, of coarse, but the ^:unv has been prettv
OIK sided so far. We've scored a^'ainst you sever/il times with
our little notices. Why not make a little run around the ac-
count end with a check and even thin^rs up? We cion't want
to have to make another "touch'' down.
Cordially yours,
122. Thrcatft. — Fear is one of tlic stronorest instincts
in human nature, and appeals to it form the basis of the
third type of eollection letters, threats'. The threat
liowever, should not he used unless other appeals fail of
response, for it is inconsistent with friendly relations
hctween creditor and debtor. It usually arouses antaor-
(inisni and fre(|nently makes a continuance of business
\\ ith the debtor im])ossible.
The probability of this depends somewhat on the na-
ture of the threat and the method of expressing it.
Sometimes it is va^ue and indefinite. This kind is ef-
fective with people Mho are ignorant of business meth-
ods, for their ima<^ination conjin-cs up ad manner of
iiiKJcsirable thincrs, from dis^n'ace to imprisf)nnicnt.
\\'ith business men and other well-informed people
these va^ue threats are less effective. It is better to be
specific; to promise definitely a certain change of col-
hctio!! methods.
The most important of these other methods are the
I'nilowing: 'I'hc draft ; the personal collector; the col-
it rtinii ageiiey; and ilie iaw-suii. The first of these is
<nm])aratively inoffensive and mav not result in loss of
t- '
t
1
41(5
BUSINESS CORRKSrONDKNCE
4
m
i
W"
friendship; the last-named is a final method, to he used
when getting the money is the sole ohjeft to he eonsid-
ercd. All of them, however, appear ^o the average per-
son more un))leasant than letters, ar. . he would T)refer
to avoid them.
It is a notahle fact that fear of these instruments of
collection is more effective than the instrument itself.
A properly constructed letter threatening to use the
draft will, in many cases, collect a larger percentage of
accounts tlian the draft itself. The draft, indeed, is less
efficacious now than it used to he, although most reputa-
hle husiness men dislike to refuse one.
The word "threat" is somewhat inexact in descrihing
messages that announce an intended change of method
of collection. It implies hrutality of manner, whereas
in reality a threat letter may he made so gentle as to
seem an act of friendship. Frequently this is the most
desirahle kind of threat.
Before sending a draft, for instance, we may inform
the dehtor that according to our usual rule of j)roeedure
we should now draw upon him for the amount due.
Then we add that, as we wish to consult his preference
in the matter, we shall delay the draft until he has had
time to send his remittance. This "touch" of courtesy
often makes him respond; sometimes he is even grateful
for the friendly tip.
The friendly threat may he used hefore changing to
the personal collector, the collection agency or the law-
suit, hut with less success. If it is used, it should he fol-
lowed hy another threat that is severe in tone, hefore
the proposed change is actually made.
There should not he too many threats, however, A
.».«.» ,..!> : 1...11..: i..i.i.„_ .. ri ... ai ..;„.
j)ly concludes that his creditor is trying to scare him,
roi,T.i:rTi()x letters
417
;m(l waits to see if anytliiiiir more will luipiun. The
.ipptal to Tear loses its terrors if too often rei)eutc(i.
Some ignorant people air reaelied best by a loii<.'
tliirat that i)ietiires in detail (he (lisa<,n-eea!)le results o7'
.1 lawsuit or other eolleetion method. The avera,trc busi-
ii( ss man. however, does not yield readily to this treat-
iiKnt. It merely rouses his oi)stinaey.' He is mueh
more likely to he impressed by a brief but definite state-
iiicnt that if his remittance is not received by a certain
date the matter will be placed in the hands oV an attor-
ney for collection. The letter will then have the ap-
[>i a?;uiee of absolute finality.
.\nd it should be absolutely final. If the debtor does
not pay, the threat should be carried out. From an
(tliieal stand])oint the creditor has no more ri^lit to
make a ])ronn'se that he cannot fulfill or does not intend
t" fulfill than his customer had to contract a debt that
lie could not or would not i)ay. From a practical stand-
point, it is |)oor policy to make vain threats. The repu-
tation of the concern makinfrthem will suffer and the de-
lni()uent de!)tors will be eneoura<ied in their dishonesty,
'i'rue. it does not ])ay to use the law to collect small
accounts, unless these are with.in such a concentrated
territory that the example may have a wholesome infiu-
tnce on other debtors. For this reason, some concerns
"ith many small and widely scattered accounts main-
f.iin a "house collection aoency." This carries out the
threat of the comjiany. On the lett( --head it appears
that the agency is oroanized for the single purpose of
tollectinfr "difficult accounts." and the messarrc may
'!;i\ (■ a certain amount of le^ral lan<ruafi-e and formal ap-
pearance. These thiiifTs n-ive the "agency" added
■^!i^rli witii liie tlcidor, e\ en ijiounli it may \)v Ju)use(j
in the same office with the companv that emplovs it.
St* I
r
Pi
H8
lUSINKSS COHRKSPONDKNCF,
m.
It will be noted that it is jjossihle to use the several
kinds of threats as well as the three general elasses of
eolleetioii letters in the same cain|)ai<^ii. l-'or example,
a eoneern may send out two or three formal notitiea-
tions; then an i(iual or greater mimher of personal a|)-
])eals: then a friendly threat and then a draft. If the
debtor sends neither remittance nor rej)ly, the eoneern
may try one or two more personal at)peals. and then a
severe threat of the eolleetio?! a<4eney. The eolleetioii
ati^eney sends one [)ersonal aj)peal and one or two
threats of le^al procedure. If these produce no effect,
a lawver is instructed to l)rin<r suit.
123. E^ramplcs of Uircats. — The followintj; examples
illustrai:e a few of tlic more important kinds of threats:
The f/iiitlc threat prclnuhuirn to d draft.
l)i: AH Mu. B;,\NK :
Your n.uiR' li.is just bci'ii placid upon my desk ;is one who
lins failed ^o nspoiui to our usu.i! noticfs atid It-ttors ;iii(l to
whom in the ri'iruliir j)roi'( (hire of our l)ii>incss ;i dnift should
now be sent.
I feel sure there must hv sonu' mistake; that vou have sinjplv
overlooked sendintj' your check. Of course, it mav be that vou
prefer to iiave us draw on you for the ami iint. Some of our
customers lio.
The majority of them, however, do not, as it docs not im-
{)rove thei; ( redit standinir in the community. Ttiat is why
I am writing you, so that if you {)refcr not to have a draft j)rc-
sented yo\i can head it off by mailing us your check for
Here is an envelope. \Ve shall abide bv your preference in
the matti r. Wry truU vours,
77/<- huni threat to mi i(/iinr<iiit mid uiihusinesn-Jile person.
Di'.Ait SiK :
3i;Vei."ii (1,^\ s ligw " i' iliaJie <'i srr.'JIig .'ipij/Cai TO VOu TO Ti.'iV
the amount of that has in en (hie for a long time.
coi.ij-.cTiox i,i:t'1'I'ks
419
SiiUT then, we havo f)(iti<iiHy waih d for voiir rtuiitt.ince or at
asf a nply tli/it would slunv somi' ^ood reason for vour iiiu'x-
pl.n'ncd delay. Wi' liav. received neither.
Are V..' to understand from your eonfinned silence tliat voii
iiv uilfiilly aftetnptin^r (o delay the payni.-nt of this just debt?
if ~o, we should c( rtainly he justilud in coneludinir thit vou
are void of ;,r,-,.ititude, inditfV rent to confidence, and l)lind to
vour losses and those you ;ire causin^r others.
ila\e you forgotten that tlie i.iw <rlves certain ri^dits to
cnditors? These ri^rht.s will he exercised to t!ie fullest extent
!'y adopt in<,' such lawful methods to enforce payment as will
teach \ou liy experience that aside from .i (piestion of honest v
!t costs far more to attempt to evade the payment of a just
iMit, if such is your intention, than it does to honestly pay it
ill the first place.
If the tone of this letter seems harsh or if your intentions
lie luisiud^red, you certainly must realize that it is due to your
' -iitiiuud ne^rlect alone, ^'ou can readily place yourself riirht
!'V simply remittin^r the ahove amount or explainin<r the cause
nf your delay in settliuir. We must insist that you do one or
I lie other now. ,. . ,
» erv trulv vours.
//" f^rirf thrcaf of suit to a bitsiiicss man.
I>| \i; Siu :
'I'liis is to advise you th.it if you do not adjust your account
hefore Decemher 1st. or make satisfactory arranrrcment for its
Ncttlement. w shall he comi)elIed to phice the matter in the
h.-incls of our attorney without further notice. Your balance
^'ery truly yours,
IS
4 Hy way of summary, let us repeat a few of the mo^t
important principles to K- observed in vvritin<.- eolleetion
I' 't« IS. As a wjiolc. they should Ik- caret^iliy adapted
■" ii"' naiure oi riic business, the character of the debtor.
'""I *Iie length of time the account has been due. Thev
PJO
UrSIXKSS COHUKSl'ONDKNCE
a
are of three main types: formal notifications, personal
ap])eals. and tin-eats. All are arran<^e(l in a careful
series that is sent ont with ahsohite re<^nlarity until they
draw a res|)onse.
.Inst as the sei-ies of letters is climact'r in (M'der, so
should the individual letter ha\e a climax. It should
take the reader's point nf y'ww in the he^irmin<j;'. 1 1
should end with a sj)ecifie recpiest to remit or iej)lv
and this re(|uest should have a certain amount of stiny'.
The letter sliould have absolute unity, in that one single
line of ari«ument or apj)eal is kept throuu'hout.
The nature of the argument or ai)|)eal \ aries, as
stated ahove, aceordin<i^ to the circumstances. A few-
typical cases only have been analyy.ed. The writer
should he able to analyze his own situations and devise
the best possible letter. lie should keep accurate rec-
ord of the results so as to be able to impro\e the weak
letters in iiis series. Usually he will find that th' best
results are secured • hen the Utter does not convt , ilic
impressiorj. "We want the money," but rather, "Vou
should pay us."
Ik*
CHAPTER X
APPLICATIONS AND UKC O.MMFA'DATIONS
]'2i. liiijht attitude. — Some business men are so
Inrttmately situated that there is no jJossihiHty of het-
tcriiii-' their positions by goin^- outside the organization
111 wliieh they are employed. The best line of advance,
as a rule, is the line of promotion, and tlu- man who
shows fitness lor |)romotion u ually ^ets it. Most eru-
pl.-yers are willinn' to reeoonizc ability and to reward it.
There are times, nevertheless, in almost every em-
ployees experience, no matter how hi^h his position
may be, when it is of service to him to look outside and
to know how to write -x good, stron«r letter of ajjplica-
tmn.
'I'hese occasions dr) not come merely when he is not
ivceivin*,^ advaiicement in the organization. Thev come
• ven niore freciuently when by training he has fitted
iiMiiself for larger work than is jx.ssibK' in this organi-
zation or when developments in the |)oliey of the i-om-
i'.iny have made it ajjparent that he ea?i no longer do
justice to himself by remaining with it.
K\ en the execitive at the head of a large orgatiization
n<<(ls to know something alx. lit llu' proper conslnietion
"I a Idter of application, so that he may tlu bttter
.jtidgv the relative merits of diirerenl candidat. s for
M'tnc position at his isjx.sal. This chapter, tlu r. fore,
•illiough written prmiarily for the man who uhhU, ,,r
:nay some day need, to make a|)pIi('ation for ;i position,
should prove of st r\ i( c to all who have to do in any
I I II I I K IIU I 1 I
^ <'l IIMII.
V2]
12-J
lU'SINKSS COKKKSPONDKNTE
m
LI
The (iohkii link- oj' Ictter-writin/^-, "iulaptation to
llic rcadir,'" is inosl iiiiportaiit in the letter ol' ai)|)Hea-
tion. The writer shoiihl always reu'eiiihcr lliat he imist
make the li^ht impixssion uj)()ii thj einphiyer. 'IMie eiu-
ployei' is not lookiii^^- lor the iiiaii who wants the joh,
l)iit for the mail that the joh wants. His jxiiiil of view
and his interi'sts n; "st he kept eontinuaUy in mind.
This is sometimes (hfhenlt, heeanse the aj)pheant feels
his own neeessities most keenly, hut he shonid avoid
mentioning- his need for work, the family he has to sup-
])ort. or any otiier consideration tliat has no hearing-
upon h.is ahi'ity h) till the ])osition to the employer's
satisfaction. Kven his desire for this partieidar kind
of work and his and)ition to devote his etier<iies to it
shonid he carefully suhordinated. His ^rtat task should
he to show jiis titness.
It is not merely a (juestion f)f writing- a letter froii)
the em|)loyer's standpoint. It should he written from
the standpoint of this indivitliKil cm plo/fcr. It should
make an individual appeal, and he adapted to tlie reader
ill aru'ument. Ian,L>'ua<4e and tone.
]'2.'). Aii(il//.sis (111(1 (((/(ipfatidii. ~\\u\\iU)\vvs iWfYvr
widclv. The I'eciuiremi nfs of thrir oositions are vari-
oils. Hiforc y(ni a|)ply, you should analyze the situa-
tion and find out what (iiialifieations are essential. \'oii
will tind that som<' positions are ideallv suite<l to your
trainiiii;' and ( xperic nee: otlu is are sliohflv a))arl from
d. Hill yoii can often niak<' it c\ idcnt that \oii liavf
had eiioiiah o! Ilic rinhl kind of traiiiiiiLi,' am! c\|ici'ienct'
fo'- if. if you do not o\ cr-emphasi/f tlu- otiur and li ss
imp(U-t,inl parts. Miuiv nuii inake the mist.Mke of niv -
inn their early ;iiiii less \nhi;d)|e experience in as nriat
detail as their latt si aii<l most \aluahle.
lMiipio\(rs dilii r also in character. .Some arc cjmi-
n-
APPLICATIONS AND RECOMMENDATIONS 4l\J
V3
1
sfiv.'itivt' men of the old scliool. If you apjjly for a
[Hisitioii will) one of these you ;ire more likvly to he suc-
((ssfii! if you lay stress ujjou the .general exeellerue of
your reeord. ralhei- than upon any one in<h\i(lual
;i( liii\ i-menl. To such a eoneern yon would write in a
cnreful, respectful tone and would pay sj)ecial attention
to neatness and correctness in small details. If forei^'n-
ris are likely lo j)ass upon yoiu" aj)plication you would
tiiid it desirable to use ^rcater formality than would
otherwise he the case, ^'ou miyiit even use such stere{»-
tyi)ed forms as "Hc-^- leave to aj)ply" and "Wc^ to ad-
vise"" and "Trustini>- to receive."
'I'hese f(irms would ne\ er do if you wei'e ap|)lvin,u: to
yoiinu-. i)ro^ressive firms of American husiness men.
\'(»ii would ])rol)ahly ado|)t a more a;'<^ressive tone.
Courtesy, of course, you would not sacrifice, hut you
\\ould ste that you did not fall into any trite, over-
worki'd exj)ressions. ^'()u would see that yo.u" letter
• lid not hen-in with "lUplyin^- to your advertisement in
tlit Herald, I heo- to apply," or '"HavMifj; learned that
ynu are in neid of I Ifco- io apply."' ^'(»u
v'nuld cirtainly make the letter shorter and you would
liy fo maki' it distinctive.
When it comes to the aiiifunicnt. you would ?iot he
I krly to lay orcaf stress on the lenuth and <\celle»u'e
"f youi- rec<ird. Wui would prohahly speak fidly of
sniiic pai't of your e\])tiirnce which shows best \oiu'
aliilily or which is most closely r<lat<(l to llu' needs of
\oin* prospcctix (• cniplovcr.
rii( se arc only general su^o'cstions. The !. i)])lication
varies with tin individual employer. The impoitanl
tiling is to know your readei' as well as you can, .jud^re
liiiii. and then adapt yoiu- nit ssanc to him. 'I'hc success
"I I lie method may he well show n hy the cas( of a voun^
424
BT'SIXESS ((mKKSPOXDFACE
ill- '
iM
structural eunincer of cxcellcut cxpcricncr, who was in
search of a hir<^cr fichl. At hist he saw his opjjortunity.
The opeiiiuir was with a youuo- proorcssive C()rporati()u
tliat undertook mauy forms of important structural
work, mainly iu the Middle West. The voimo- ftjo-ineer
had ^vaincd most of his experience in Europe and had
worked ehielly for concerns of more conservative type
in this country, hut he had had a year's exj)erience in
the Middle \\'est. and this ha])peiud to he his greatest
success. His letter was suhstantially as follows:
(il-.N-IIKMIX :
III 15)-- I .su|Hiitit('ti(!((l tlic rnctioii of tip ••raiu'h plant of
tlif HI. ink 'I'ool Conip.iiiy. Sonuwluic, Mi>s( li. 'rju. pLirit
covii-s t,.„ .uT.s and was coniplrtr.l in K» than a year. In
tlu. uoi-k I was al.lr to ttf'.c-t a savin^r ,.f ,„,,• .S4r,,()0() uml.r
tlic lowst contrarl bid. '|'I„. .nclos.d dippin^r fn.n. tli<. ,Vo„„.-
xchnr Xncs will i-iM' <l.tails of tlu' constn. tiun and tin- cf-
Hi'iciicy ni.tlKHls I d, vistd for tlir work. Mr. A. H. IJlank.
pivsid. nt of th.' cr.nipany. will o-l.ully continn tlusr statcninits.
Tills is. perhaps, my most succrssful contra.t. 'I'h. ninain-
'1«'- of n.y .xpuirncas of , , , (iftr.n yrars havr hen unlformlv
siicnssfuj. l,ut th.y arc too lonn- („ ,...k v<)u to ivad at this
ti""'. I ^hall ]n- .la.l to drtail th.' whoir to vou in a pnrsonal
i.it.TM.w. ,f wl„,t I have niat.d in.lirat. s mv p.ohahlr fitness
foryo.M- position. y,,, ,,„|_^ _^.„„,.^^
This I. Her w.Mild have shocked any of the former em-
ployers of 111,, writer. Hut events proved that he had
correetly judo, .| |,js nader in Miis ease, and he made tlie
desired inijuession.
Wluti you are applyinu^ f,,,. a positi.*n. tli, n. learn a^
much -IS yoi, cao .:,l..,.,t th, nature of tlie hi, .iuess and
the chara.l.r of ils manaoers. .Stu.lv voiuself to .see
wherein ym may h,- laekino. Study ev, n more thor-
ougjuy i.iu. proi.ai !,■ consHJcralviis thai will oovtrn the
AIMM.K A'I'IONS AM) HE( OMMFADATIONS 425
i
i
selection of ai)|)lic'ants. :Make sure that your letter
meets, so far as i)ossii)lc, tliesc coiiditioiis. Make sure
lliat all your arniinRnls are taken I'rom the reader's
piiiut of view, and that your tone and lan<ruaire and ^reti-
( nil attitude are suc-li as he would he likely to re(iuire in
the j)erson who takes the ])osition.
I-'*!. Jiis:ccrs to blind advcrliscmciits. — The most
idiiiinon ways of o-ettino^ positions i)y letter are:
1 hy answering- advertisements,
2— iiy ai)i)lyino- I'oi- positions I'or whieh you have
heen recommended !)y friends,
3 — hy writino- unsolicited letters to firms who may
ha\e use for your ser\ ices.
It will he necessary to consider each of these sep-
arately.
There are two kinds of advertisements whicli may he
considered. The first is the "hlind" advertisement in
wliich the emj)loyer"s name is not mentioned and tiie
i»<|"""'-''"(''>ts for the position are '/wvn only in a ^'•en-
< ral w;iy. In a|)|)lyino- for such positions it is not worth
while to write a lon<.' Utter. It is only necessary to do
-I'liietliin-^- lo distin<^uish your letter from others, and
t" dislinyuish it in the ridit wav.
Distinctiveness is sometimes ohtairu d hy enclosing
til' letter in a lonu-. K-oal envelope. This secures early
•I'lrnti,,!, if the letters are delivered to the employer
ii'injKiied. One appheaiit for a posit ion as eon-espond-
trit enclosed his letter in ;, red mvelope. The messa^-e
was simply this: Mnsl as this letter stood out from
the others on your d. sk, so will my work stand out fnan
that ol the uvera^-e corres])ond( nt." He ^-ot the posi-
''<"•. The method would not have done in ajjplyint for
iKISit Kiriv. (>r <itli..i' I.'
,1. I...1
•Si*!
h
ere.
|/I »<> ^M I l.-» * ttlllC
42()
Bl'SINKSS ((mRKSPOXDENCE
& f."
Within the envelope the letter gains distinctiveness
of the right kind only ^lien it is in aeeord with all the
re(|uirenients of good taste and good use. Vou should
not use hotel or ehih stationery, i)eeause oi' the unfor-
tunate suggestion of sporty hahits. You should not use
ruled paper, heeause it is ohsolete. \'ou should not use
social stationery, heeause it is not a])propriate. The
hest thing is a sheet of plain white paper of husiness
si/e. It should he of good (|uality hut need not he ex-
j)ensive. The message, however short, should he written
in such a way that tjie margins ahove and helow shall
he approximately etpial (the lower margin should he
somewhat greater than the upper hut not twice as
great). The right and left hand margins should he
nearly e(|ual, with the k*'t hand margin somewhat the
greater of the two.
The message itself should contain only the essentials.
Frecpiently it is enough to say something like this:
1011 VVtst lM)th St root,
New York City.
X. Y. Z..
Can- of The Star,
Xi-iC Vorli Citij.
(JkNII.I MFN :
My (lualiiic.'if ions arc as follows: \p,v, twenty-ono; nfttioii-
iilitv, American: education, lii^^li school .and business collei,fe
fi'radiifite ; txperience. two \ears stenofjrai)lier and bookkeojxr.
If these meet voiH" n (|uii'ement ^, ph .se j.'ivc nic an interview.
Yours very truly,
John Jo\ks.
Some young men olgcft to answering "hlind" adver-
f ii^oiiK'iit V .■•nwr iti'CMi i>^<> tlii'x- ('(''ir flwir i»r(»'»«>i»t <M>1-
ployers may hear of their atlemi)ts to change, or heeause
lN
APPLirATIONS AM) KKlO.M.MKNDA'llONS 42'
H
I
1
tlu\v l)elievc' they oaTinot <jjet a trood ])ositi()ii in this way,
Iiiit l'iV(HK'iitly the results repay the effort, if the letter
is |)i()j)erly eonslrueted. At hest, however, a letter of
tins kind is more or less of a <4aiiil)le. There are hound
to he tuany applieants.
127. Anszccr.s l<> comphlc (idvi'rtiscmciil.s. — lk>tter
()])j)ortunities eoiue through the ac'vertisenients that are
more e()mi)lete and that are suttieiently indieative of the
eh;iraeter of the employer, to enahle you to ada])t your
iiiessane to him. Sometimes if the employer's l)usiness
is not stated the eharaeter of the magazine or jKiper in
which the ad is inserted will o-ive some elue. An ad-
M-rlisement in Priiitcr.s' IiiJ:, for example, would indi-
(•;ite that the firm was progressive and to some extent
interested in advertising.
'I'liere is sui'e to he strong eompetition to he met in
applying for j)ositions of this kind, and you must meet
it almost entirely !)y your letter. It is imj)ortant. there-
fc-e, that your letter should he reasonahly eom])lete and
give every argument or ])ieee of evidence tiiat is likelv
to he of value. Vou should certainly show that you
tulfill all the re()uirements that are stated.
Together with more eom|)lete argument, mor* are-
lul construction is necessary. Tlie prohlem is like that
cf the sales-letter. 'S'our application, if it is to si'cui-e
Hit position for you. must attract attention, create de-
^M<-. and convince. In a way, the i)rohlci>i is mori'
ilitlicult than that of tlu' onlinary sales-letter, for vou
iMiist accomplish these ohjci'ts without giving the im-
pression of hoasting. ^'ou eamiot eulogize voui' eliar-
a(l( r, as you \\ould eulogize the <pialit\- of an article
.\<iii lia\e to sell, ^'ou must state the facts and let these
'1 me iiiaiini i- oi siaiuin itiem sei'\e lo iduvuiee.
I <ase for suggestion I'athei- than for argument.
It
i'2H
BT'SINKSS C'OURKSPONDENCK
IW
i
As wc have already seen, adjustment to the reader
is al)s<)hitely necessary. This affects the structure
somewhat. With some houses it has hecome an estab-
lished principle to .jud<>e a|)plicants hy their education,
experience, references, and their reason for apj)lyino'
and and)ition. 1 f your k-tter is directed to such a house
it may he divided into parts according to these head-
ings, which may or may not he set down in the letter to
distingnish the several paragraphs. The following is a
good illustration of such a letter:
Mr. Amos Strong, ('. P. A.,
^00 WiUidin Street,
Xexe York- Citi/.
Dear Sir :
From the want coluinr.s of the Star I liavo just Icariu'd that
you are in need of a junior accountant, and I wish to present
my application for the position. Here are my (jualifications :
Education. — In 1909 I was ^rraduated from the Hin-h Sciiool
of Connnerce in New York City, where I speciaHzed in book-
keepin<T. A year later I entered the New York Tniversity
School of Commerce, Accoinits and Finance, to take the re<;ii-
lar ('. P. A. course. I expect to finish the work next .lime.
So far I have passed all my sul))ects, and have an average of
over 8.5 per cent, in the accounting courses.
Kj-perhncc—Shnv .June, 1909, I have been coiit !lulou^lv
emitloyed ii; l)()okkeeping jiosltioiis. My first jila<( was as
ledger clerk with W.ild ,ind Weld. Mii South Street. After a
year there I was put in >ol.' eharg. of the hooks (rf the Finan
ei/il r r)lishing ("ompatiy, H-1 Murray Vinn-. 'I'hi,, company
h,id ;i comparafiv.ly suiall Ijusiiuss, hut it includdl wholesale
ai:d retail selling as well as publishing, and gave me i>. ni",.
varied experience than I could have obtained in a much, longer
time elsewhere.
h'casDn for ( hnnge. — T-ast monfii the hu-inoss of the coni-
j)any w.is sold out to the publishing house of ,1. ('. Collins X:
APPLICATIONS AM) RECOMMKXDATIONS 429
Son. Tlic cliicf ,'iccoiintant of this coiiipjiny, !Mr. Fruncis
Udwlts, (■xj)r('ss('(l liiiiisolf (is thorou^'lily satisHi'd witli the con-
dition of my hooks. He has left me in charirc of the final set-
tlin>:-u[) of the affairs of the Fiiianeial Piilthshin^r '^'om{)any.
lit also offered me a position in Jiis or-ranization, hut I prefer
to t iitt r the emi)h)y of a tirsl-elass aeeoiintant.
Clninirfir.— I am American-horn, Christian, twrnty-two
yt.irs of a^^e. and live at home. My former employers, Mr.
.lohn H. Weld of W/ild and Weld, and Mr. Anthony Britton,
toriiiiTJy of the Financial Puhlishin<r Company, now of R. B.
Davis ,V Company, ^IH West Street, will vouch for my indus-
try and honesty. I shall be <rlad to have you communicate
with either of these gentlemen or with the authorities at the
New York University School of Connncrcc, Accounts and
finance.
I trust that these qualifications may meet your rcquircmcnt.s
and that you will give me the j)leasure of a personal interview.
^'ery truly yours,
Arthur Stanley.
IlMckiu'vcd forms like this would not do for the most
prooirssive firms. They laek emphasis, heeaiise the he-
,uiiiiiin«i' and end are sure to he formal expressions of
cniirtesy and respeet. They laek unity, heeause there
is no eoneentration on any sintrle point in favor of the
■ippiicant. Aside from these defeets of eonstruetion,
tlicy usually laek sutfieient distinetiveiuss of tone to im-
press the reader with the writer's eharaeter.
Charaeter is essential in a letter to a progressive
firm. They value their own jud^-ment. hased on the
<liialities of the letter itself, more than thev do the \\ul<r-
nient of others, as shown hy reeommendations. They
<l" not ask that an api)lieant should come with his ehar-
•nier ill tus han(i. in tiu' form timt eooks and liouse-
maids in Knolaiid earry it. They expert to find it for
^'
i;}()
lU SIM'.SS ( OKKllsroNDlACK
themselves in his f'aee. liis speeeli atid tlie m ;u lie ear-
ries hiniseir. In the ease of a letter, they Iwii it in his
lano'uan-f mikI his attitude.
In Mritino' to sueh a firm, then, yon should omit all
exeepi the essential jxiints in which they are most likely
to he uitereslcd. To ]h- sure, it may re(|uire a lonn- let-
ter to <.ive these, hut it usually docs not. Tsnally a
sinojc pa^e letter contains all that need he said. Such
other evidence in Ihe form of eli|)pinns, letters and the
like as ni; support you may he enclosed. The letter
itself should he hoiled down to the essentials.
It should hen-in with some statement that is of inter-
est to the reader. This may he a restatement of the
reader's requirements. It may he an interestin^£v fact
ahout the writer's e\i)erienee. It should never he an
unimportant remark such as this: "I saw your idver-
tisement in the I?lank Manazine." or "Ifavino- learn. d
that you ha\e a vacancy. . . ." Nine (*ut of tti. ap-
l)Iicants heoin with |)hrases like this. They are fatal to
your hopes of o'ettino- attention.
i\n the facts in the letter should he expressed in the
mo. concrete way possihie. Von should not simply
say, "I have had a ^ood education," or even, "1 was
graduated from ^'ale in the class of 1!H)7." Much het-
ter woidd he soniethino- like the following': "Duriiiir
my course in the ShelHeld Scientific School at Vale
University, I specialized in Klectrical Kn^ineerin^," or
"My first knowIed<4e of steno^Ta|)hy was ohtained in a
two-year course in HIank lousiness School."
The same method applies to the stating- of experience.
You should always lay particular stress upon your
achievements that were worth while, especially for the
.(• ii..
I — i-
I i' 1..
ill iii 1 aClii I 0'
likely to he interested in cost-keeping and scientific
I If'
AIM ,I( ATIONS AND UIK OMMF.VDATIONS 131
or
i
laiiaocnicDt. Trll liim what you have done in that
field If you are applying- for a i)o,sition as aeeountaiit,
l.itc conerctely just what you h^ e done in tliis fieh]
ol work. Do not make many j)romises. One thin^^ you
Iiavc aeeomplishc'd is worth a do/en things you proilose
III (ill.
ill the same way you sltould eoncentrate on a few
U(wm| n t'erenees rather tliar) mention many, some of
"ill.! m,!y he of doul»tful vahie. It is hetter to enehise
; |)y oi a ijood U^tt- r than to state the names of half
a (ioz( ri ])e()ple who will he wilh'n^ to voueh for you.
Always send copies of reeomniendations; never orig-
inafs. \s a ride, however, letters of recommendation
shonld not l)e sent when you answer an advertisement.
Do not fall into tlie mistake of iisiiifr tlie old hack-
nryed exjjression, "I am not afraid (,f work," or "Give
iiie a elianee to prove my ahihty." If you cannot tliink
i'( anything- hetter to say, say nothing- at all ahout your
iftitud. towaid your work. If the kind of letter'you
lia\e written does not prove your ahility, t is useless to
say that you have it. The hest piece of evidence either
tnr or a<,rainst you is tin le^ r itself, and hy it you are
lioiiiid to he judpfcd.
I-'H. Successful appHvatious.~'V\\e followin^r cxam-
p't s will illustrate the kind of applications that proved
Miccessful with progressive firms:
(liM l.K.MKN :
Tlic rcquircm.iits cailtii for in tlic position advertised in the
I'rctiiiig Tclfcjram of Defcmfcjer 14tti I liavc.
Mv ' ttiis liav(> individuality, cliarac-tcr; tiioy have force,
aiv original, and have tlic po ,i of ptrsuasion. It has UiV.-n
tiiiir to acroni})]Isl, this, l)ut il is dom- now, and the result is at
vour s( rvifc.
In 11)00 I was graduated from Union College, wliere I had
m\
r,V2
lU'SINKSS COHKKSrONDKNCK
H' ' ^
l->£^v£i^'S[ ' .k
thorou^rli drill in l",iiirlisli ; Ihikc I know liow to write. Pr;ic-
ticjil husiniss cNpc riiiicc li.is sliaped inj knowlf(l<rL' to thr point
wlicri' returns :ivv Mire from it.
As Sales .Manai,fer for the HIank 'I'l;;-' ine Co., I carried on
my work chiefly hy correspondence. Hoth ayent^ and cus-
tomers were secured by mail; therefore those with whom I
dealt were known only hy their letters. The work vas arduous
.ind recjuired sound judijment; and to secure res Its tlirou"-li
the sole medium of coriespondence was somethin^^ of an achieve-
ment.
Without cnnveyin^r in the least any of tlie confidential details
of the l)usiness referred to. I am privileirt.d f,, state that
throu^rh my efforts the volume of .sales was substantially in-
creased, likewise profits. 1 refer to .Mr. C. F. Blank, Presi-
dent of the ("onijianv.
I am enij)loyod now.
My homo is at the address ^'ven above. T liave a wife and
four children.
I know I am entirely within the truth in stating th.it niv
ability as a correypoi.deiit is considerablv above the avira^i".
That staienieiit is susceptii)le of proof, and the al)ove reference
is submitted in support thereof.
Wry truly your.s,
Gkntt.kmiv :
'i'lie fact that yotir advertisement in yesterday's Moil is a
repetition of on- of a week af^o is proof that the <:Trado of men
who rejilied to the first advertisement failed to impress you.
Many .arc called, but few are chosen. I ho])e to be one of the
few, obviously.
The sort of work you want done has been performed by me
in a good New York hoiis,' to whom I shall be rrhul to refer
you.
The ])lari you have in mind to follow is unknown to me, hut
I venture to s;iy that I can adapt my modest talents to it.
•J iie cinet re(|inMfes for most luidertakings are knowledge,
pluck, jidaptabilily. I have some of each.
AIM'I.ICATIONS AND HIK O.MMKNDATION.S K
I
s
g
I .1111 married. Iiave cliilch-on, and ask forty dollars a wrck.
I (liin't hliiff, but do what I am (old, and a lot without biing
Yours vrry truly,
tiil(
or course, these letf'-s are Jiot to l)e taken as models.
Ml re (liaii •Isewliere, ii is ess(>iitial in nu appiieatioii that
tli<' writer firi'is liis ow: method of e.xpressioii. Jt is
(Mliciill to eoimterl'eit successfully, and if connterfeit-
n\jj: is (hseo\ered it will react unfavorably o?i the one
\\h() |)iaetised it. Aside from this, no one letter will
s( rvc with all classes of employers. Von should keep
'I mind the ^-olden rule of adaj)tation to th.e reader.
1 •_'!>. Apidicdfioihs for rccain mriidcd positiors. -The
easiest [positions to secure, as a rule, are those for which
y(Hi have l)ee?i recommended. lint you must not make
tlu mistake of supimsin^r that your sponsors Mill do all
i. w( rk for you. What you have to say for yourself
|^ niore important. It must supply any essential facts
aiioiit yourself that your sponsors may have omitted.
If must lay stress upon the (|ualifieations ai)out which
tile employer is likely to he most in douht.
Now it is evident that you need not speak of your
personality and character. It is also evident thatyou
n((d say little ahout the part of your experience with
uliich yoiu- sponsor is most fann'liar— prohaLly that oh-
tained in his employ. Vou must cover the period since
tliat time to the satisfaction of the reader, ^'ou must
't'ten show M-hy you desire to change from your present
■'-itiiation.
^ our reason must he a good one. :Mere dissatisfac-
tion with your present jjosition will not do. Some peo-
I'l' are always dissatisfied. Their frecnjent chanires
SIKIIl
UK,
classify them as "floaters," and employers avoid
111. It is a good thing to have amhition, but this is r.
m
434 lU'SlNKSS COHUKSPONDKNCE
diffcrcn; tl.i.io' fnuu disc-ontcnt. lU- sure vour reason
IS Mivcn i„ Slid, a w.-.y as l„ avoi.l the ap'pearance ,.f
disloyalty to present or past employers. Do not aer -.
then, of CavHritism. Do not |,cwail vour laek of op
tunity. or sa> you are 'ti.-ed of waitin<r to ste.) into (^
men's shoes."
Son.elimes it is vdl to oive a verv eon.plete auto-
hio^raphy. Kmployrrs often dem:;u<i ll.is. Theohjee-
tiuM a-a.nst this in the ease of a/.swe.vs to advertise-
ments does not hold ^-o,,,! he.-e, for vou have not the
•same neeessity ..f atti-aetir.o- attention. Tie reeommen-
dat.on has prol.ahly seeured a liearin^r f,„. you. The
safest plan is to omit nothino- that can fui'ther your eausc
There are oeeasions, hov/cve.-, whni striet eoneenti-a-
tion is neeessa.-y. These oeeasions eome when the em-
ployer has expi-essed a doi.ht ahout you. Med the oi-
jeetion, if you ean,
A nond instanee of this kind occurred in the experi-
ence of a youno. n.McMc on„luate who was lookin^r f,,,-
his first positi<.r. as tead.er in a Western hiuh sd.o.,1.
Ills letter of application was favorahlv received hy the
superintendent, hut the answer to ,t co,.chi<led " with
this: -\Vc have had sonic applica.its for positions in
the past whn have t..hl us they di.l nnt smoke or d,-ii.k
an<l had no other had hah^ts, hut after tli, v had hr, i.
lierc for a while we found they did not kr-ow them-
selves."
^I*!"Uiptly the y-Miiii.- uj-adiiate lele,nrai)lied hack:
"I kliiiu myself."
'I'Ik' next n.essairc fn.n. the sup. iutendent an-
noimetd his appoiiitiiient,
l.-{(>. h\rnmmrnil„li,nis. The ht ler ..'' rccon.me.Ml.i-
«i"!i Itself deserves a l\ w w.,nls h,,tl, fn,.,, Ij,,. sI.uhI
P«""t "'• the writrr ;:ih| fn-,m that ..f the oser. TIim.
AIM'LICATIOXS AM) HIX OM.MEXdaTIONS 435
arc two n.ai., varieties: tlu.se that serve as Lre.ieral
-oH'n.en.latic.s addressed "To rchon, if uuu, concern "
^iMd those t.iat are addressed to an individual!
The hitter is hy far the more vahiahle. So.ne I,usi-
n; vs ,ne„ reC.se to write the other, or ' o,,.,,- h>tter
' l-.v d,, not eare t(, reeonl their opi,,io,,s in pennanent
'""'• "" the theory that the letter ,„av he used Cor i|-
!. Uit.rnate ,,ur,,oses or at a C.tnre time whe„ the man's
'''•'-•aeter has .,ndero„ne a radieal ehan.e. When an
.'H,.loycvk.ayc. their serviee they sin.plv promise to
■mswer tr.ithlully any (,nestions asked th'e.n ahont 1
<li"'-a'-ter. Some men. on the other hand. .^\xc re<,„
"K /Hiat.ons to people they hardiv know hv sioht Th
'wn M.-n reeomn.e.ulations written hv ■thc'appjieant
iHuiselt. Sueh letters have ah< :t as mueh value as the
f-t,mon>als lor patent n.edieine. that purport to have
-.M nT.tter, hy aetre.ses or pugilists. Thev have
)"l|-' >nno- the letter oC reeommendation into ,mde-
•^' i\ ( (I disrejjute.
"■;"' "JH" letter oC reeommen.Iation is written, it
^'"'"l<i 'h' l>neC, a.ul should state o,dv Caets >vithin the
^^nt.rs knowle,lu-c, Tsually a eoneise historv oC the
'iMployees servi^-e with the eon.par.v is euou^rj;. (),,„.
i-n> should he^iven reservedlv. iC at all.
Il"' Collowing is a «ood style oC the open reeomnien-
'l;iti(in :
lis
oni-
cy
t
ii
A '1
V" W lit) III It Mail Co
ticcrii:
!:;;;;;f*''' '''f'- '''■'•''''''■'■-'->■" ■ , ..„«-,.
:..','";:.'""'"'■ •'''■'-'•'-'-...,, assistant
ixr «v.k S..„n „n,.,- tins h. .ol„Mt.o,lv |, f, ..ur s..,vi.-./ ,,.
-wmtc In.ns.lf uiih Mr. IJi.lu.ni Hot-.
liiii
436
BUSINESS ( ORRESPOXDEXCE
Tils work was iiitlrcly satisfuctorj both as assistant and in
cliar^f of small rii^a^riiK'tits (iurinjf the latter part of his
service, and he f^ave jjroniise of development tliat would war-
rant promotion to the rank of areountant in ehar<;e. His in-
dustry and h;d)ifs were both entirely satisfactory.
Very truly yours,
The rcconuiu'iulatioji addivsscd to an individual is
iiiuc'li more valuable and is easier to write. It is a ])er-
sonal eoninniiiieation and slionld therefore 'l)e a(hi])te(l
to the reader. It should <,nve the f'aets concretely and
explicitly, and it should he free from laudatory stat'-
ments of a ^'•eneral nature. Overpraise arouses sus]»icion.
Some men like to display their descriptive talents in
every letter of recommendation they write, with results
that are, to say the least, not helpful to the person
eulo^^i/cd.
Kulooy should he the exception, rather than the rule.
in letters of recommendation. Few men assay 100 per
cent, pcu'c gold, and the employer knows it. Praise
should lie <r\\v\\ where it is due. hut hlame also should
sometimes he given. Usually it ordy adds to th" value
of the j)raise. i\nd, as in the letter of ;i|)|)lication, one
ounce of concrete fact is worth a ton ol general asser-
tion.
i:{l. Ifcroitnnnuinlinns tJiat //(7/yw/.- The followin.i,''
lettir.s will illustrate indi\idual recommendations tli.it
prodticed V> c right effect:
I'nlvirsily IlclgliK, New N'oi k City.
.April 'n, \<M)9.
Mv I)l Ml Ml! ('mi III! :
I «(iiidir if \<ni have secured a man to edit tlu Ml. I'luisitril
A'(a.v this siunnur. It \ou l!a\<' nn!, I think I nii^^hl nilrii^t
voii in two men. eitln |- nl xvIhihi mmuM In. m uiv |ud^ine.:t. t ii
tinly ea|>.ii)i(' ol fiiim;^ tiie poMiioii to your -;it i^fact ion. H' '!'
APPLICA'J'IONS AM) IIECDMMENDATIONS 437
wnull hv <r\ii(\ to come and talk with you, if there is any chance
for thcMi.
The two men in (jue.stion are Thomas Smitii, a junior at
(iale, and -lohn Jones, a freshman at Wjirren. Hotli of them
li,i\c heen ill classes of mine, and are a!)le to write "-ood Mu"--
i;-.h. and — what is hett<'r — they have ori^rjnaht v. llotii are
iiM II ,)f ^rood character and of faithftdness. Kaeh lias some
putieular merits which I will t-y to enumerate briefly.
Sni.th is the more experienced man. He was at Warren
( (.ll.MT,. two years, durin<r which he took Rhetoric with nic all
till time, inchidinjr a courM' I ^rjive In Journalistic Writin<r.
lir has beiii a re])orter durin,<r the summer on the lirookvUlf
diiA":. He has held remarkalily hi^di st.md at dale siiu e- he
wnit there this year, and is one of the hardest workers I ivcr
kiuw. Besides this he hasn't a sinjrlo had habit that I know
of; does not smoke or drink, and is not a ladies' man. I'm
.itr.iid that he is too modi st to be a ^rreat pusher, however,
UKJ y.iu mi^dit not find that he mter.'d into the social life par-
tniilarlv.
• loiu- has tiie more a^r^rressive and attractive personality.
II. has been editor of hi^di school pubHcations, and has <loiio
-- o(i work in my courMs lure. He ha> plmty of .saxoir faire,
iiiii has such soci.-d accomplishment ^ jis sitiirin.,' and dancinij •
\.rv likely is a fusscr. I do not think he has ,inv real vicivs,
.ii!(l 111' is enertji tic.
I'.ither m.an w.ulii be n;l,id (o rail at any time you wish and
t lik with you. and J commmi nt ioiisly biliivr that eithiT vsould
.Mo-,1 sinierely vours,
11. C. Ilii.i.
' • a ij^ixh] man for •. on.
'/'. .I,,l,,; ('. (\irl, r.
Hnlfi>r,l. Mass.
lb V 11 Mil. I'll \\ K i i\ :
'riiis \mI1 introduce to yi.o Mr. Arthur H. Corli., \(]io wants
ti. ^al ir.i.) advertising' work. I fe. 1 mik- that In. .|uali(icaf ions
*ill H|),)eal to you.
lie has Imd no pnicticul cxptriciue in tin work, excej.t that
438
niJSIXESS CORHESrONDFACE
■ I'
obtained in (he lui^ini'.ss (icjiartnuiit of a small newspaper in
Ohio. Most of his experience has been in the teciinieal field.
He \Mites well, howtver, and has a ^rivat deal of originality
an<l force.
Of his personality I will say only this: lie came here to the
Mill) ink Tniver.ity . . . last fall, without knowing u
single person in the city. 'I'wo w. ks after his entrance he wa.
elecf( .! j)re>i(leiit of his cla'.v.
I have a very high opinion of his ])ossil.illties, and shall per-
sonally ap{)reciate any consideration you mav give hii,,.
Wry truly ycnirs,
E. (J. IIoPKIXS.
Tlie applicant slioiild have some judoiucnt in liis >e
of letters of reeoniniendalion. A lar^e slieaf ol' tlieiii
IS not always an asset, espceially if many of t -m arc
from his teaeliers, liis father's old friends, and the pv -
tor of his ehin-eh. They may sometimes he vahiahle in
reaeiiino- aii old, eonsen ati\ (_■ nierehant, r>r hanker, hut
their chief vahie is as keejjsakes. Most hnsim .s men
won't hother to read a lot of leta:-s that are simpiv
variations on the theme, "Jolniny is a o(„,d l„)y."
There are occasions, of course, where a eonsiderahie
nnniher of recommen(hitions may nrofitahly he used.
Haidvcrs and investment houses sonietinu s attach weiyiit
to them, for they arc concerned with an apphcant's
social stan.lino- and moral integrity. I„ the majorilv
of cas, .. ii is hctler lo sch ct «.nly the one or two that
arc must xalnahlc hy reason of the writer's reputation,
his knowicdof ,,r the ai)plicanl, and fh<' forer of his
expression of opimon. The others should he held in
r<s( r\e. .Some sluMiid tie\er he used at all, for a poor
r«-<»mmendatiMii is a burden rather than a help.
!.'{'_». r>isnlicil,,l (ippfiidlinn.s. \ n^ will fretiuentlv
I'md it advisaiile not to d. p( tid on triends' recommenda-
API'LICATIOXS AND KE( OALMFADATIONS W!)
I
tlniis. nor t, ,i'ait for advertisements, but to ^o hunting
i(.r the position. Vou should do this, if jmssihle, before
Itavinu- your old position, and you ean if you use letters.
Hut don't use them indiseriminately. Don't follow
the |)raetiee of those who write a form letter and send
copies of it to fifty different eoneerns, in the hope that
tliey may find an openin^^ somewhere, "^'ou can't kill
liiu- ^^ame with bird-shot. Neither ean you obtain a good
|)(isit!< ii by any form letter campaiun.
Tiiere are exceptions to this rule. A man who lias
service to offer many companies may address many.
This, however, is slightly ai)art from letters of api)lica-
tlon ])ure and siniple. His task is to appeal to the
),irg( I possible numl)er rather than to impress one. lie
IS compelled to make his message complete, even at the
loss of concentration.
Here is a good instiuice of the successful general let-
t( r* It w;!s printed <,n rough card-board of very cheap
>|iialil\, but it secured a r.iir peieentage of resj)onses.
Tills result was due largely to the simplicity and con-
ii( teiicss of the storv.
Esi-
ri
Yini would not N,. ],.(•{ u salcsiii.ui by ji "piir-In-ilu'-haff"
III. thod. Y,,M would inquire info liis cxprririicf. his ability to
mII ^roods, I.,: riH'o Kiulatiotis. Yon would look liini over
ciiticailv.
In ofl'iiiuir my service to you as a sales ;ind advertising^
iii.ina<r( r, my business history may he of int. rest.
1HH!)-1.S<)(), truvi lin;r s)ilesMiuri in N.w I'.nnl.ind.
1K;)1 ]H5)i, \ ulc I'niversily. (..aihial.d from course in mo-
I liuiical eii^int criri;,'.
Same time, and (ontinuiriL,' four years, started and publislie(f
inafrnzine f,)r a college frat( .lity. Was tiie whole thin^' -
•Wui.lf.l l,y |.,Tiiii>sln,i fn.tii "S<iriiti(i< S.il.s M^itiM^r.. „„.„'.•• (,) Clmrh-a W.
440
Bi:SI\ESS C()11IU:SP0XDE\CE
1 I
editor, publisher, and cliiif coritrilMitor. Incidental] v, I earned
money writing' advertisements for retailers.
1894-189!), traveling salesman, eallin-r on wholesale and re-
tail groeers.
1899-1904, secretary and treasurer of large wholesale firm.
It was here that I began advertising for big results. Our
trade mail list was «,()()(). For one yi^ar we sent out mail cards,
then a paper called IIo/,t's Hand Wayon. It was a cheap af-
fair, but it did things. Within two years we increased the
business front $;}()(),()()().00 jnr year to .$.5r)0,0()0.0(). I adver-
tised one of our branded articles direct to the consumers,
using newspapers and .street cars. I h.id the advertising bee
in my bonnet. I wanted to devote all my time to it. When
the railroad bought the entire plant I decided it was a good
time to start.
Since 190,'J I have directed the sales and advertising for
George U. Woolson & Company, publishers of personal ac-
count books.
The advertisements that I have written for them liavc paid.
Four "ads" in Krcri/hodi/'.s cost .h;1 .;}()().()(). We had our
money back in three months, and the rest was velvet, and on a
single .$1.50 book. To 1,500 retail booksellers and stationers
we sent eight times ,i year a manila folder, called U'oohou's
Talk. It carried with it .a re|>ly postal. It cost .fii.j.OO to
print and mail it. Of ^2(5 issues mailed, every one had sli.nvn ,i
})n)fit from direct orders. The September, {9()(), issue brought
back in direct orders on the jjostal over $;3!i.').00 in orders;
profit, easily .^^iiOO.OO.
190 ^, .uranged to open an advrrtising offi<v i„ \,.,v y,,,-!^.
•Nrmcur ,V Company crossed my path. They oil', iv.l me a jdl).
I d.clinol. The boss te|enraph((l me to come to rjiic.igo at his
experis.. I went. I took the job.
190K nine months m.uiager brunch house. Armour X- Coiii-
p.any. New Haven. Connecticut. Aj.pointed superintendent of
14 houses ]at( r, 17 houses.
I was in so!,, charge of thdr inisiii.ss in niy part of tiic
,J
APPLICATIONS AND RE(O.MM1:nDATI0XS 441
country. I omployo,! ail t!„. mm. My torcv i.u-huled 40 man-
.i-trs and s/ilosmcn. Ann.,.,r k Conipanv arc- tho l,i^r,rest in
t.'uir l.m.. Tluy <i....rvc. this position Wcause tlu.y kn^w Low
to do business. I l.arnc.d a lot from tluMn. Husincss ^nvw in
,ny t.rntory-so ,lid salary. All conceivable plans wore fol-
l-«.d to boon, business on Star Ila.-is, Simon Pure Lard \r-
"lour's Soaps, Extract of Heef, Veribest Canned Meats, Mince
Me.'.t, etc. I issued weekly bulletins, salesmen's papers, gin^rer
talks, held conventions, and met bodies of sah'smen all over
tl- <-ountry. I ran <lirect to trade ca,npai-ns to all the retail
il> alers. strong business-bringin<r stuff".
The more succ.ss I had th.. n.ore I was convinced that I
>I'ould devote my ti.ne exclusively to advertising and sales. I
■'.I t ... f-.-ver, chronic of 15 years' stan.iing. It burned me up.
I iwul been handling big things-.sales over four million per
.v.ar. To sp,.c.alize on sales and advertising, to drop all the
"tl"r <i>ta.ls, was my ambition. The time seemed ripe, I re-
hiirned.
April ;i, 1909, I hung out my sign thus:
ri\
CONSULTING SALES AND ADVKRTISING MANAGER
This bald recital of c.xpcrifnco wc,,,!,! not impress all
Hassts of men. Its construction, however, is as ^r„o(l as
< in iisnally he obtained in a letter of this kind, or in anv
uvrieral apj)lieation.
The better way is to select a firm whose employ von
^^'^l> to .nter. an.l then make a well-directed elfort to
■"MlK-re. Youv selection should be earefullv consid-
."-'!• and should be based upon the opportunities for
•7;^';^'V"^"« '•••>"''■'• ".an upon the chance of an imme-
'I'-'U'.y lar-cr salary. You sh.ndd be wiilinj.-, indeed to
•'I'' I't a lower salary in nicr to secure the desired
'''■■"IMC. n yon have not (unlidence cf.ou^h in yourself
442
BUSINESS COKRESPONDENCK
^*
m
to do this it means that yon arc siin})ly discontented or
else yon hick the stamina to l)ack yonr amhition,
Wiicn yon ha\c picked out the firm and are sure Ihal
it is the ])hicc for //on there still remains the harder task
of sho\vin<^ that yon are the man lor the ])lace. One l)i<^
asset is your desire to go there. IJnt it is not an argu-
ment, uidess you make the emi)lover feel that it is really
based on yonr snitahility for the work and yonr inten-
tion to deyote the rest of yonr days to it. Km])loyers
are jnstly skeptical. They have seen too many f"llows
who thonght they were l)orn acconntants or ad-men.
only to change their minds after the first taste of hard
>voi
k.
So yon shonld spend most of yonr energy finding out
the best way to reach the employer. Take an inventory
of yonr life and see what there is in it that will help him.
See what (inalities of yonr cliaracter are demanded in
his hn^iiu ss. Then adopt a tone that will he ada])te(l
tol
iim.
It is liard, yon say? Of conr
se.
Otl
lerwise, every-
body would he doing it. And it is only because it
distinctive that you c-i i profit by doing it.
IS
Vou may find that ...j circumstances demand a more
extensive campaign than a single letter. Vou n
lav
want to use one letter to gain attentioi
that a few words about the reader's 1
U
ememtiii'
)nsuicss will do tli;i
th
n
lore effectively than a page ;d)out yourself. The f ( u
'vords may be of praise or of blame. Tliev should at
least show that the firm intei-esls you. "N'ou may later
find that you interest the- fii-m.
\<) geru'ral rules can be gi\(ii for the proeedin-c. !t
varies with the individual. One young man introdueid
himself to a (ii-m by calling attention to a fault in tin
])lan of the lirm's mw building which would have ma-'e
Dig
AITLIC'ATIONS AM) KKCO.MM I A DATIONS H^
the work of clicckiii^- np delivery men both dilHeiilt and
inellieieiit. Another jn.inted out ;i possible iniprovc-
iiicnt m ti certain sales-letter. Another sunnestcd an
a(l\ ertisin<r slo<ran that was adopted by a firm— and the
young ■ an with it.
Sueh eases are, ot* course, rare. IJut cases are not so
raie where men have secured positions by unsolicited
letters that were adapted to the reader in argument and
tone.
The following unsolicited letter was successful in ob-
tnining a i>osition with a large jewelry concern in New
\ oik City. The names us.'d are, of course, fictitious.
Mr. John Jones,
I ' Janus Street,
Xe:c' York- CHtj/.
I)i:.\u Sir :
TIk' possibility of .sic'uring ,i j)osition as a bookkeeper with
r eoruern has su^r^rosted itself to me and with this object
\HW permit me to <rivi> my quahfieations.
I am tuenty-thr.'e yvars of a^r. ..„ul possess a hi-h school
"lucn\i,m. I jiave been emph,yi.,l diirin-r the past five years as
. hnokkeeper by the Wliite K- Ho.l.ir,. Co.. Manufacturin^r .1,.^-
'I' rs and have heeti -Iveii to mid, rstand that my work is satis-
ory. I am attendin^r the c-vi>iiiii<r sessions of the New York
nlver^ity School of Comniert'e, Accounts, and Finance.
My reason for desirin^r t„ uv.ilv a ci,an,-e is to ^-ain the
'iiiin- an.l opportunities that a concern of your nputation
'I -^i/e affords.
I '"1 nf.r yon f,,,- informal ion ahoiit mv character, ability
'■' l-ne.tv to the W|,Ii.. ,v n,„|.., cu., of'xewark, N. J., and
'"liM Wdliani-,. also of N( nark, N. J.
I trust that yon uilj nrant me a perso.ial int.rview, at which
iiirr drtails can he discuss, d.
Hespcct fully yours,
'i'lioM \s S.MrrH.
\ til
ill
t :.t(
'f\
\ .'<
if
-i
■J
if
J|i!
n"i'
CHAPTER XI
ANSWERS TO COMPLAINTS
133. Xcctsaiti/ of tliem. — It nuiy trutliruUy he said
tliat the best way to answer complaints is to conduct
business in such a way that there shall be no complaints.
liut, as a matter of fad, no business was ever so con-
ducted, and while iiumun nature remains in its present
imperfect state the business man will always have to
smootii over a great many tlisputes and diHiculties that
arise despite all precautions. iVnd to appease a man
who believes he has just grounds to complain and still
keep him a friend recjuires the most careful use of the
letter-writer's art. Jiut before considering the i-nswer
to a complaint, it is worth while to consider the way in
which a complaint should be written, if you have to make
one yourself.
134. IIozv to make complaints. — Courtesy is the most
necessary (juality in a complaint since it is the one most
likelv to be violated. A man who has a <jrievance is
temi)ted to ex|)ress himself as bitterly as he feels. Ihit
harsh language almost never does any good, and very
frecjuently delays settlement of the difliculty. It usn-
ally leads to an interchange of comjjlimer.ts that is di-
grading to l)oth parties concerned and lea\ cs them sworn
enemies. Such exchanges of sarcasm and vitu[)eratIon
as the following' are by no means uncommon:
! Actual litters cxicpt fur tin- Iiuhk-s. Quoti'd from Commerrwl Cur-
re!}j(indtnre by AUtert Cj. iJcldiiifj.
414
I
'i
3
ANSWERS TO ('(niPLATNTS
Utica, N. Y., Jan. 31, 1906
++.■
The Jones Shoe Company,
Brockton, Mtiss.
Kip, rip, rip! is the order of things with us since wc received
that last CISC of so-called ladies' fine shoes. What are thev made
of. aiivwav.^ Is it leatlier, or an imitation, and whit did jou use
inr stilchino-, paper or thread.-
Our patron.-, are returninn- shoes from that case on an average
(if three pairs a day. Wliat do you suppose wc arc going to do
uith such shoddy.^ We thought you were real shoe men wlio
iiii(ierstoo(J their business. We expect to hear from you right
away, quick.
Yours, etc.,
Pkter Howe & Sons.
Brockton, Mass., Feb. 52, 1905.
Messrs. Peter Rowc &,- Sons,
Utica, X. Y.
(iKXTLEMEX:
Your very kind favor of the 31st ultimo Is rcccl-ed and we
■nv ol)liged to you for your pleasant way of putting things.
^ o;ir letter comes to u.; as a beautiful sunbeam on a dark day.
^ on must have had (juite an inspiration to enable you to write
^uch a gem.
iNow when you get cooled ofF and can come down to business,
.-end us the shoes returned to you, toget'ncr with the balance of
tile defective case, and we will see whether we can do anvthing
ti'r you. Again thanking you for your favor, we are.
Yours truly,
Thk Jones Shoe Company,
Tt is ahvay.s well to be sure in the first place that you
h:\\f a •••rievance. You may have apparent grounds
I'M' complaint wIkh in reality the other man is no more
t" hhime than yourself. He may not even know of the
m
ill
mil
If
tP.ii
MICROCOPY RESOLUTION TEST CHART
ANSI and ISO TEST CHART No 2
1.0
I.I
1.25
Ui M2S lllij 2.5
gSO '"■■' 11)11=^^
i^ M 2.2
if Ik "^^
It 1^0 IIIII2.0
1.8
1.4
1.6
^ APPLIED IIVI^GE Inc
44()
BUSINESS COKHKSroNDKXCK
M
iii;
iiu
■■'»
(lilficiilty. Tlierol'orc. it is well to tell him the whole
story elearly and sir iply. Tlr , you may state iiow
you wish the damage repaired, or wait for iiim to make
the advanees.
Iii.'). .tn.sxccriiif/ ordinar// compfain/s.—Whtn souic
one writes to you eomplaiiiiuo- of shortage, or damage,
or delay in reeeiving his goods, or the like, your task
is more ditlieult. Kspeeially is this true il' his letter
is angry in tone. He must he ])aeifie(l and kept a cus-
tomer if j)ossi})le. To this end it is well to hegin the
letter with an expression of regret and sympathy. Then
you ean explain how it was that the eause for com-
plaint occurred, and show that it is not likely to occur
again. Vou would naturally end hy exj)rcssing a desire
for a continuance of jiis |)ati-onage. and assuring him oi'
better service in the future.
If the damage or delay or other troul)le was not
caused hy your fault, hut hv some mistake or ne<di<«-en(r
oj the transportation comj)any or other agency, the task
of exjjjanation is comparatively easy. Settlement in
such a case is also easy. If. (,u the other hand, your
company is responsihic. it may l>e more diHicult to pacify
him. and keej) his patronage. It is hest to shoulder tlic
responsihility and he fnuik ahont the matter, l^it at
the same time you may show that j)reeautions have hern
takdi to avoid a recin-rence of the diUicuIlv.
Iti doing this, you should he concise and specific.
I.ong-winded. vague e\|)lai,at ions ;uid promises air
valueless. \<.r is it ticccssarv to rcNcal all the inside
workings of your husincss to show how the mistake
occurrrd. 'I'Ik main point is to sooIIk his iMillled iVci-
ings and con^ inei him that ser\ ice in the future will he
all that he c.in d( sire.
ANSWERS TO COMPLAINT
447
WCuE.ramplr of zvhat not to do.—The following ex-
ample IS a good instance of what not to do;
Tin; (^)ii(k-im;ixt C
OMI'ANY
y-'J Masv Strekt,
New York Citv, Jciiiuurj 2iid, 1909.
rii;\Tr.r:MK.\ :
In atrswcr to yours of the 529 ult. You complain that the
'Mtalo^r w. j,rn.t.,i for vou was not .lolivorcd until two ^vceks
'"rr th. date wo pronuscHi and th. paper was heavier vd<^h^
tlian you ordered, thus increasing your postal bills, and the Tnk
•'" a consuierai.le part of the e.lition poor. Of course vou can't
.xpect h-rst-class work at the price you pay. You o-uid not
-rt anywhere near as good done anywhere else at the price
:{.-.des, we think you are unreasonable in kicking about the
i''!--, „]uch is of a better grade than the one you ordered, which
I'Mild not be procured at this time.
We camiot always be respon>ibIc for .lelavs. This time it
"as a strike that tie.l up our establishment "for several .lays.
Il"'i manv of the men were green an<l so coul.l not work "as
"' II as tlu. old. It was one that caused the ba.l ink, by lettin-r
dry on the roli.rs. but we have threatened to discharge him
• ^' liappens o„ „„,. of y„ur jobs again. 'I nere probabdy was
""' """•'■ tl.an .-, per cent .lamage.l in this wav, which is not
V'TV srnous. W.. an. sorry that it happ,.,e.l. for we like to
Imve a rcputatum for good work, wo .n.-ttcr what the cir<u>n-
M'ances arc W, will do hotter n. xt time.
Il'-Pm^- V..U uill give us a chanc,. to show you what we r.u, ,|o
•^Ihu we try an<l thanking you i„ ant i.ipation, we remain,
\ ery truly yours,
Till, QlK^K-PHINT Com I- \ NY,
!•< '• I n. Sin
! ) W .
Tiir follouinn iHt,.,- slums .. lulhr ^y.■,v „f ,|,,,li„.r
) 1 . 1 1 , ; . . : 1 . - 1 ■ » • . . . • '"'
diintially the sanii ; tlie dill
• xMur iiiai itic argniMidls used arc
I iiiKi' is in the present
r\
-:vM
a-
448
BUSINESS CORRESroXDENCE
U'-^
(iENTLEMEN :
Wc slmre vour ro^rot that there was such a dcliv in the de-
hverv of vour catahj^'K's, and that the |)a|)CT and ink did not
(luito conic u|) to your ( xpcctatioiis. l^vcn at the h)w price we
char^Tcd you for the work, we had expected to turn out a first-
chiss joh.
\ou would pr()l)ahiy, Iiowever, have liad very much the same
difficulties witli any other firm you had frjven the work to. As
you may have noticed hy the i)ai)er,,, practically all the i>rint-
in^r estahlishmcls in the city have been tied up for the pasl
month with the ^'emral printers" strike. We were therefore
compelled temjiorarily to ,iire i^reen men who were uimhle to
do the work so rai)idly or so well ii.s our own employees, who
had heen with us for many years.
Vou can see therefore that we labored under great difficul-
ties in turning out your work. An additional difficulty was the
fact that the mills hav discontinued making paper of the
gradi' you ordered. In order not to increase the delay, we
took the liberty of substituting in place of it a more expen-
sive grade. No doubt the (piality will partly compensate you
for your extra ])o^\:i] bills; however, if you will send us a
statement, showing the t xtra ciiarge. we shall be glad to deduct
that from the face of th.' bill. We shall also be glad to allow
you a discount for any imperfect copies wliich you may return
to us.
As I said b( fore we ire \.ry sorry indeed that you were
compillrd ti. sud'er this annoyancr. Our old m.n have now
returned to uork. and wc have installed some ww machln< rv
so that we shall hi' in hitt.r position to serve you in tli<' future
)li;in we li;i\c been In the |)ast. and assiir.' you that you will
not be siii)jecfed to similar difliculties again.
Very truly yours,
l.'JT. ^t n.s:ccrlii(/ coitt pla'nils (ihtm! f/aods.- W]uf\
soincoru' (•(inijilairis ol' the ucx'ils tiuiiisi'lvcs lluil tin \
ari' not us npn scntrd or nvv nut wortli llif |)ri(r Ji
ANSWERS TO COMPLAIX'J'
4M)
lelicatc toiicli is needed. Tl
>;()ine
lis is especially true if thf
i"ef)ate. Whetlier you yield to
writer demands
"MS clc.,„an,l „r not i., a ,|uc-.sti„„ of'husincss policv info
« l..ch we cannot enter, I f ,„„ do not, the reaso,,; „,av
I- '■■>--.«ly state,l. In any ca.se yo„ nce.l to free voo,:.
«ll „■„„, the c,a,-f;e of nnsre,„-e«.„fat;on an,l at tl,c
.«,ne time avo„l any implication tliat his claim is not
".^"ic m «o,„l faith. The following letter handles this
Situation fan-lv well:
D^Ait SiK :
W^' liavo rea.) your letter of Juno 8tl, carefully and feel
';plv s„,.,^tl,at you are not satisfied with the ^ooch sent you.
^' M>u will indly state .iust what the .oo.is are and when U.ey
-re s hipped and will tell us just what is the matter with theni,
«--'' -able to take up the matter in detail and tell you W.J
'.'n he done. We want all our customers to feel that'they are
-1' >-ted wen they deal with us, and you will tiud us anxious
t" niake eyery fair adjustment that is possil.le
I| -ould help us ^.-eatly in t,-a,.i„. the shipment if you could
--M d.eek on that the articles whic.h haye .lisappointed you.'
We shall .lo our best to arran^re th. „,atter to please you.
Very truly yours,
Vlaints are, o course, utterly unjust, and the elaims un-
:•"•••;.,. ed. In sueh a ease you must i„. ...nrtenus hut
'.'■"« intelhnol,,,,, that you are not at fault. Do not tell
Y n. .s -harkin. uj, the u ron^. tree.- or 'ki^-kin^.
■•'.'"'."' ""t'";'^^ in faet. the ^vord .-on.plaint ar.d
-"-lar words. shouM he kept out ..fvourhdters. But
- -• youf-self of the ehar^es in a dignified wav arul su^-
,^._^^ "-^ -^i^v.cii |,au,o lu xeriiy his assertions.
m
i i:U!
4,50
BrSIXESS C()RRKSI>0\I)EXCE
m
■,•*-
Tift. ,;
liiir
The case ^nven below will illustrate the ri^^ht and the
wron^ way of handliiifr a matter of this kind. A small
furniture dealer in the upper i)art of Xew York State
ordered an assortment of l)rass heds from a wholesale
house that had been supplyin^r liii,, at intervals for some
time. He ne^dccted to ^ive an adecpiate description of
the ^roods, on the su])position that a previous order
would be duplicated. The «oods sent him were in the
dull or satin finish, whereas he had expected the bri^dit
finish. lie then wrote the followin<r letter to the whole-
sale house:
Potter <S- Co.,
\c7v York City.
GK^•TLK^tEx :
Your sliipimni of brass bods ordered bv mc on the 17th
in.st. arrived yesterday and are a great disappointment. Thev
are not what I want.d, having a dull finish inst..ad of a briirjit
one. and are very unattractive. I shall not try to sell them,
for it would not be any use. Vou will have to take them
back.
When I sent the order I did not say anything about havin^
the finish difF.rent fro,,, M.ose I have bou-ht of you heforr
and of eours.- I wante,] the sainr. I ,.a„'t use these hed>,
Send me the kind I onh red and l.t me know what disposition
to make of these. Wry respeet fully y(,urs,
AcMK Fl- UNIT I 111'. Co.
The first letter priven below shows the wron^r method
of dealin^r ^vith him. It has a j)atronizin^r attitude and
would surely antan(,„ize. The second is a<la])ted to his
mood and ghvs him information that would tend to
smooth ov(r his rulJIcd feclin^rs and increase his friend-
JF
snip lor
lie liouse.
AXSWKHS 'JO COMPLAIXTS
451
"';■ -"V-''''-' """■■ *" '"■'■"■ """ >'■"' "■'■'■•■ >i''m«'i«h,\ with
'"'•■■ ' I '■ 'i"ii f"-'''..-.'.-, ,i„. f,,.i,i,„,„,,i„ I,,,,, .,
; ■;"'.'■»';.-■"- -« i...,- .1,.. i„.i«i,. «,„»!, , ."';
-.-'"• Mi^«i::;;:*l:L;:;;:::r .;;;;;;:■ "'^
f... H,„.,.s i,„vo ,,.„,,„, „,M„^ ,1,.™. .,„.t , ,; '■' """"'"
^'■"■""''^■™-"-n».l,..,,,j;,:/;::';;;:^;:;''-".™"
Very truly vours,
At tho sa.no time, we aro not altoo-otlior snrrv fJ> f
>\> reel this way hccaiiso in Xcu- VorL- P.-f i
"vo!:!-;;": ■:;':;■;: ";""■ '-r "r"' "■■ "-" «-'.. bed.
"••' mnit at y„ur cnmvnu-m-v
'f'liey arc not costini: y
'"> would elsewhere.
ou /inv i>i
41.
'ours truly,
'ji.ym nni.sli
I^
OTTKH R: Co.
452
BUSINESS CORRESPONDENCE
Srii
* iKhi~
Another example of a slightly different kind:
Dear Sir :
We rcgrot to learn that you wore not pleased with our last
sliipinent of canned ^^oods, and regard them as unsalable, be-
cause of tlieir unattractive labels.
It is true that we liave preferred to ])ut the money into the
goods themselves, not into a brightly-colored label. Rut the
])roof of the ])udding is in the eating, you know, and when your
customers have once tried our Eclipse brand they will be satis-
fied with no other.
Vou miglit put the goods on 3 our slielves, at least. You
may find that they disajjpear so fast that the scenery is not
marred by them.
We carry brands with bright labels, of course, but the Eclipse
is so far .ahead of them at the price that we have almost decided
to discontiiuie the otliers.
You ar.' not the first to eye with disfavor the rather simple
and unobtrusive appearance of this line of goods, but if you put
them on your shelves and call your customers' attention to tlieiii
occasionally for a week or two you will find that they sell. U
vou do not have tiiis experience, you vill be the first of our muiiv
patrons to be disappointed.
For whatever their looks may be, they arc the best goods at
nn Iff king Vile the price.
Verv trulv vours,
180. Ansrvcrinr/ inndcqiintc orders. — Sometimes a
concern receives an order which omits some essential de-
tails. The answer to this, rc(]ucsting a hetter order,
shoidd l)c handled delicately, much as an answer to a
complaint is.
ANSWERS TO ( OMl'LAIN'lS iryi]
February 20, 1908.
Mr. James Slic~cTm,
SoiiuTvilh; X.J. (?)i
J)i: Ait .Mk.- SiiKvi.ix :
UV liuruby^ notify you tl.at your estcLUKcJ ^ letter of the
Kith inst. was nreivcd, and roccivcd ■- prompt attention. We
are unable to fill your order, however, as the .said order ^ does
not tell what kinds and quality of goods you want. Moreover «
u.u (lo not state how you wish the goods •• shipped, and enclose
no funds.
If you will send the necessary in formation regarding the qual-
ity and kind of goods desired, and enclose a sufficient amount
'n <'over transuortation at least, we will attend to your order
immediately.
Yours very truh',
JoxKs Bros.
The following is a correct answer to a letter ordering
i^'oods:
iM
r
February 20. 1908.
■Iiiiiu's Sherli?}, Ksii.,
Somcrvlhe, N. J.
Di'AR Sir:
We were pleased to receive your order of November 16, but
i-^ we wish to be sure of filling it to your entire satisfaJtion,
ue would ask that you fur.n'sh us with a little additional inf..r-
iiiition regarding the .articles you desire.
■|'!ie Mason fruit jar, .,uart si/e, is the kind which we sell
'" most of our customers. The price is one dollar {.4!1) per
'i"/'M. lVrha})s this brand and siz.. wouM suit you unless you
li !Vr some especial preference.
\V.' would alM. ask that you .lenote the si/,. re,|,Mn d in .hoes,
'Ho nr.t insnll ;, rii>,|,.nuT l.v a question m.irk
_l).Mr .Sir- sli.Mil,! l,c ,is..,i in a pnrrlv l.usiiipss letter
,.,;„^;"f' " ^r.V''/"^ •\I..T<.l,y " is f^m.-rally unn.-crs.arv. an.l L-ives n rlp,,d.
* \ tiicanlnfrlcss word.
' Ueiutilion of words shonlil Ik- avoided.
■■"!n addition" woald l)e uhkIi l.ctter"
i>
1
■ t •
I!
■>■
I
lU'SINKSS C'ORRESPONDKXCE
Hiul the price jou wish to pay for them. A fuller description
will he necessary for the other articles, too, in order that we may
select them to as ^-ood advantage as though you were here in the
store and could make your own choice.
We want to have the goods meet your best expectations and
shall be pleased to have you write us fully so that complete sat-
isfaction may be insured.
Yours very truly,
LiTT Beos.
■ii
CHAPTER XII.
SALES LETTERS
140. Difference hcttceen mlcs letter and adverthe-
mcnt.—lt IS estimated that over one hundred and
tuenty m.Ihon dollars are spent in postage annually in
the sending of sales letters. Five-sixths of them prob-
'My never are read; less than one-twentieth of them
secure any response. A difference of half of one per
cent, in returns on a letter may make all the difference
between a fair-sized profit and a considerable deficit
Jn view of this, it is important that the sales letter be so
constructed as to ha^•e the best possible chance of secur-
ing favora])le response.
Many people labor under the supposition that writing
an advertisement and writing a letter are practically
alike Ihey are not. An advertisement enclosed in an
ynvelope and sent under a two-cent stamp does not by
inat fact become a letter. ./ letter is a personal eom-
^nunieation to an individual It is, or should be, c„
•Inected to him as to make a favorable impression It
•mist be adjusted to him in point of view, in language,
and m argument.
An advertisement, on the other hand, appeals to peo-
I'l'; i" l,e mass. There may ],e some adjustment, but
' -s only of the most general kind. An advertisement
"•at appears m a trade journal going to enginee.s will
-iaturally be more technieal than one that appears in a
i-i>'.lar magazine. An advertisement in a Southern
spapcr ma^ nul be the same as one in a N
orthern
455
-h
ill
4r;()
UrSIXESS COKRKSPONDKNCE
newspaper. One in a "Roston pai)er fre(]iiently differs
from one in a \e\v York i)aj)cr. Some attem{)t is made
to direet the appeal to the eLiss of readers the medium
reaehes.
But the adjustment is made to a ehiss or type, and
the appeal is to a elass or type. An advertisement is at
best a leeture or sermon rather than a personal conver-
sation. Attempts to luake advertisements conversa-
tional usually result in a fatal loss of di(,niity and utter
failure to accomplish the desired end. No man looks at
a newspaper or magazine as conveying- a personal mes-
sa^re to him. lie does not buy the publication for the
sake of the ads., and the readino- of them is only inci-
dental to the readino- of the editorial columns.
In the letter, on the other hand, it is e(iually fatal to
adopt a method that savors of preachin<^' or lecturin"-.
The same letter may be sent to one hundred thousand
other people, but to each man or woman it must come
as a personal communication, if it is to reach its highest
point of effectiveness. It is a message to John Smith,
not to the world at large, nor even to any class in the
world. No matter how many John Smiths there are,
the appeal must seem personal to each one.
There are other differences between the lei ter and the
advertisement which are aj)i)arent to even the most
superficial observer. The advertisement has the great
advantage of type dis])lay, distinctive form, borders,
ornaments and illustrations, and even color, in present-
ing its appeal. These advantages partly a)mpensate
for the disadvantages of Iiaving to I'orce itself on the
reader's attejition, and having to compete with other
advertisements. The fundamental difference, however,
'. T 1 V ^ .•-.-.■■•- 1 : 1 1 •* : 1 1 2 £1 V %
sibilities of adaptation.
,.*' i\.
i.i-^..
' 1 lil 1 V 1
• »- "» iii'C'U. iCi" IJO'iJ"
SALKS T-KT'IKUS
157
The essential similarity lietween tlie advertisement
aiul the sales-letter is that of jjurpose. lioth may be
considered, rou^dily speaking-, "salesmanship - n paper."
Koth attempt to make the reader hny an artiele for
whieh he has no need,— at least no need thai he has here-
tofore reeo^niized. Both do so hy ])erformin<,^ eertain
(lefim'te funetions, though in different ways.
Ul. Functions of the sahs htft'r.—'Vhc four fune-
tions to he aeeomplished hy every sales appeal are as
fdllows:
( 1 ) AttraetiiifT attention;
(2) Arousing desire;
(-•J) Convineing the mind;
(4) Stinudating action.
This does not mean that every sales-letter performs,
or tries to perform, all four of these funetions. Few
lio. The majority of letters are in response to an in-
quiry that shows interest. :Many are hut links in a chain
of letters that make the complete sales appeal.
The same thing is true of advertising. Only direct
mail-order advertisements, as a rule, attempt to make
the comi)lete sales appeal. Fre(|uently a series of ad-
Ncrtisements are designed sim])ly as reminders. Action
(■(suits from them, hut so indirectly that the imj)ulse is
not always traceahle. ^Ve ultimately ask for Blank
Soap; we may not rememher having seen it advertised,
1)1 it we are familiar with the name and believe that it is
^'ood.
Sales-letters never work in so intangible a way as
tins. They always have a definite jMn-pose, and almost
ahvays try to get direct action. How nmch of the other
iiinetions they i)erform depends on various factors,
"iiieii will be fully discussed in a later chapter.
142. Typical sales letter analysed. — For our present
: -
458
BT^SIXESS CORRESPOXDENTE
•!■
purpose, liowevor, it Mill he best to studv the sales-letter
that does perform all the I'unetions. VVe ean then see
hmv the eonstruetiou varies under different eonditions.
T\w letter oiven helow is a good example ol' the com-
plete sales-appeal:
now TO (iET A POSITION-
AM) HOW TO KEEP IT
Is the titlf of ,1 littk. book that business men and editors say
Js the most sensible and lu.lj.ful tlrn^r i.yor printed on its sub-
jeet. Contains tlie l)oiIed-down cxiurience of years. Writt.n
hy an (xiHTt eorrespondent and liigh-salarieci" writer of busi
iiess literature, who l,as hunted positions for Iiims.lf, wlio has
been all along the road up to places where he, in turn, has ad-
vertised for employees, rea.l their letters, interviewed and en-
^*''^''' *'"'" "'"» '^ "<>^^- with a eomj)any en>ploving i>.70() of
botj, sexes, an.l all grad.s, 1. ,,n tlio .$!3-a-week otfiee bov to a
$75-a-wetk specialist.
now TO GET A POSITIOX AXI) HOW TO KEEP IT
tr.ats of what one shouhl be able to do before expecting to
iuul a good position; take> up the matter of changes; advis. s
bow long to hold the oM position; tells what kind of a n< w
position to try for; .xpL.^ns the various w.avs of getting posi
tions; suggests how lli,. aid of prmninent p.-pl,. ,,„, be en-
listed; shows the kind of indors.iiM.nts that count; teaciies how
to :.7/7, /,tt,rs of applhatinu that (OMMAM) attention:
giNes hints on pivp.tri.ig for the inf.rvM w an.l on how to niak.
the l„^t iliipr,>si„n; I.IK «hat should br done when you .MV
selected for a p.,>itlon and t-.ke up your duties; deals with tin
•liHstioa of „,lary before and after th.. eMgannnent ; will, the
b.igb.ar of ex| .rien.v; the matter of hours, .uid giv.s pages „1
horse s.Mse on ;, ,|,.„.,i oth.r important toples. The dear ,n
stru.fions fur writing strong lellers of appiiratn.n. ami ti„
model letters sIh.nui. are alone uurlh the pri.c of (he bonk.
X(.t one in ,1 hundred ,.v.„ .•.inong th.' w. 11 . .lu..,!,,! ,■;,„
WiiU a ieii.r oi
ap|(iic,iti.)n thai .dn\
IIIC.S.
II, >7,
V iiKinii
SALES LETTERS
l.")l)
l/OH
rs fail? Till- ong;io..niciit usually (IcjkikIs on tlio intej
tlio uitorvicw cannot, as ;i rule, hv obtained without tl
vsivf letter. C'on.seciuentlv. the letter is of treniend
view
u' nn-
iKirianee,
If
you carry out the su<,'«cstions set down In plain 1
ous nn-
in'nia're
In this book, you can hardly fail to land a i)o>ition. And I
:ini
ufj; the book for t:ci>it/j-fixr nnl.s a cop//. ,Iu.t ijiink of
Tl
l)rincii)l(s and plans outlined in its j)a<res have 1
)een
t means ot securuiy- hi<,di-salaried positions for it,-
)sitions lor its autlior
Hid for others, and thi> valuable information is yours for tlie
[Mice of five car rides.
This is my offer: Send me a 2.")-cent piece in the enclosed
coin-card, or twenty five cint^ in stamps, and 1*11 mail you a
. .pv of now 'lO C.Kl A POSITION AND HOW TO KEEP
rr. If, after reading- the l)()ok, you do not feel it is worth
iMiny times its cost, just tell me so, and return the copy in
i;m„| condition. I'll send your money l)ack without any quib-
l»!m^r. ("„ul(l any offer be fairer?
Order to-day-- now. Next wi.k there may come to your
ii^.tlce an openln^r that may be the chanc.' of a lif.-tlme- when
iii\ little book will be worth its weifrht in ^r„!d. Besides, it tells
!h>u to create openIn<rs uhen none are advertised. Y„u need
>H>' write me a letter, dust write your full name an.l a<l-
• liess ,.n the JKick of this sheet .and wr.ij. your stamps up in it,
"I- pnt your n.ime .and address on the coin-card after you have
"i.losed the y.l-cent piece. I'll und. r>tand.
\\'iite plainly. I ,■,„, selli„^r the book s„ cheaply that I can-
i".l aiiord to li.a\e .any copies ^o .astray in the niaiN.
^'our^ t rulv,
III ;
A slmly of tills Itllcr will nvcjil ilic f.ict Uml it ac-
mplislus ;tj| the liiiiclinris (d' ;i sales Ml. r. li uses
Ml-iiiKs at llic start to attract ;itl(itii(.M. This is not
I'Imarily <-<)iisi.|(rc(l the l.,sl iiiclluHi. luraiisc it fakes
^^ay soiiicf liinu' I'ntin flu- iwrsonal ■!!••!■:■!;» Is-f h^.j-e
iH'i poinl IS to w{ t t \ t ly i)crs()n to read tlic l-jtlcr
III
H)()
«rsI\ESS COHHKSI'ONDFA'CE
hi
m
m
who will 1„. interested in tl,e hook. The first paragraph
then ^ives the hrielest jjossihle deseription of the nature
and p.n-poses of the hook and at the same tii..e eonvinees
the reader of its authority hy tellin<r j„,st what the vwit-
er"s e\j)erieiiee has heen.
The seeond ])aranraj)h ^ives more in detail the con-
tents of the hook and makes a stron-- personal appeal to
the reader to apply these thin<.s to his own ease. The
next para^rra|)h still further increases his desire hy tell-
mir him that if he carries out the suooestions in the hook
he can hardly fail to "land a position." It makes the
price concrete and relates it to his everyday experience
hy statin<,r that it is the i)rice of five car rides.
The reader is further convinced in the next j)ara-
^raph hy the (.ffer to return the money i" he doe's net
feel that the hook is worth many time's its cost. Tills
removes the last ohstacle in the way of his ordering-. A
further strono- stimulus to immediate action is ^nven hy
reminding- him that his opjn.rt unity for a o(„„l p„,sitioli
may come any day and that he therefore needs the hook
at once. The directions for orderin.; are niven specifi-
cally and are so simple that anyhody can understaiid
them and act upon them.
'Vhv closing' paragraph is especially strono-. It au-
ph.Tsizes the value of fhe offer hy statin^r thai !},<■ mar-
gin of the profit is so small that the writer cannot afford
to iiaxc any copies uo astray in the mails.
The ahove letter illustrates all the imporfarit poitifs
in the construction r.f the sales letter. It will he useful.
howev( r. t(. take u|> ,aeh of the functions in detail and
to discuss Ilk. \ailous ways in which they may he uccoiii-
J)lislied.
1 Ul. .Iflrai/iiuf tilfnilldii. The hetiinninn- mj' ... ...,!,..;
left
er njiisf attract attention. .\i
1 unread letter is onlv
SALES LETTERS
401
so rnnch waste i)aper. Xo matter how appeal in^^ the
(IcscTiption, how .rood the argument, or how strong the
stiiiiiihis, these are of no avail unless the heginning
makes the reeeiver a reader.
To he attraetive, the first paragraph uinst he reason-
;iMy short. A long p;.ragraph rei)els the eye hv its very
mass, and diseonrages reading. The first senteneJs
should also he reasonahly short and the words fairly
siinple. The heginning idea must [)e grasped instantly.
.No hnsy man will read and re-read the first sentenees
nla letter in order to find ont what the writer is driving
at. He eertainly will not, unless he is sure it is to his
interest to do so.
Kxam])les:
Bad
''iNTi.iorKx :
It those wlu)
Better
fiRXTM:>JF.V :
purchased Vo„ know it's easy to sell
fim;. vou in ll.c Sprin^r paid sonic brands of Ecrtiiizors— in
.\'.u a ^r„od profit ;n.adrfrood tl... Sprin^r. Tli.. hard timo
I '"ps .very yrar, consid.Tin^ coinis around Octolxr 1st,
'■■ il conditions; paid you when tlic notes cr.nic , hi-
I "nnptly on October 1st. an.l (hi October 1st is when
'"' '" <■""><• ••■'••k to buy Vor HEALIZE that with
l'"n. you a-aln the foih,wi„^r Eertdi/.^rs it's what is IN-^
Sprin- (as you had eN,h,>ixe NOT „„ the sacks that
'""^'■"' "'■ ♦'"• '""•) .V""M cMuds. Von. no.h.ubt. foun.i
111 ike bi<(<rer |)rotits -caM'er
profits.
That's why vnull t)e inter-
tills particularly so in t he
past I''all.
In any season SMEriES
■ •■ 'i in takini,r „„ fh,. a^r,-„,.y eh, ;ni.-all v-d o u b 1 e - checked
' '■ SMITH'S chemically- ElSff SCHAE Eertili.ers will
<l''"i'le-check,<l ElSn SCRAP h.lp you.
y* rtlli/ers.
<'ii
i iie t.eginning must he speeifie. Genornl statements
•■ hkely to he trite, for they are used hy many people
III
"•i
''A
w
1^
i()l'
UrSIMlSS CORKESrONDKNCE
Better
W'\\vu \,n\r ^n-aiulfatlicr
^()l(l ^^oods lie nctivcd jiotcs
and arc a|)|)lical)le to a iiunihcr „(' different i)r()jv,si-
tions. AVl.cn tlic ^^v\\vv says, "We have a machine
winch wdl surely interest yon, heeausc of its nioncy-sav-
ino- ])roi)crties;' he says only what thousands of'other
people have s-n'd, and the reader is not in the least at-
tracted. The more definite the initial statement can he
the hetter.
Examples :
Bad
III foniur ytui-s piircli.ist rs
of iiKic'liaiKlisi' .sittlt;! \)\
notes wliidi tlR. nKTcl.ant took ^viu.•h he took to Lis ba.ik ••uul
to his hank and cashed, ^nvin;. cashed. This kept up his
iinn iinuie.hately avaihiljle workin^r capital
c-upital, hut nowach.ys nier- Von" have to work under
chandise ,s sold ahuost entire- different conchtions. Y„„r
ly on open account lon^r d^t- merchandise is sold almost en-
in- and with deereasin^r ,„,,£- tirely on open account with
Its. In order r,, maintain an loner dating, and d.creasi.nr
nvera-re of prohts an incnas- profits. To maintain vour a "
n.f,' vohune of husiness is cra«e of profits you 'l.ue to
•■.■cessary an.l couMquentiy do a lari^^er volume of husiness
'"';';^"">"! '••■'I"»-'I is re.,uire,i. and vou nu.st have additional
The proi)l( in therefore that capital.
"•""'■'■""'^ •'"■ ■"••'•'■hant an.l The ,,Mestion vou nnist an-
nianufactunr is JI()\V TO >«er is II()\V To i.K(,Mi)f
ruoviDi:. mm:, A(Tivi:, mvk, .\(tfvi;. .\i)1)i-
ADDITION \i, WOHKINt; TIONAL WoKKINd (AI'l-
t'ASII (APIIAI. Willi
Ol'T takin^r .., partner and di
^idin<^■ the profits ami WITH
( U'T (1,, ., ■ 1 )■ . . 1 '
' • "' •* ' I 1 \ 111 UlHIi p( 11(1
■•d>l<' hank a( commodat ions.
TAL Ul'i'llori' takin^r ,.,
p.ii iiier .and dividing the prof-
its, and \V I 'I' II () TT the
"i>rry of ini.iepeiidahle bank
aecomniod I tions.
nece.ssit\
.I..I
i I i i '
I n I e SSI I \ (»| 11(1
n^ Specific is flu
of hein<,' concrete. There are only u limited
SAI,F,s LETTERS ^^..^
ni.n.her of al.stract truths in tl.e world, hut tl.e oncrcte
ni.niifcstut.ons of thein are innnnicral.lc. So if our
statcn.ents are concrete, they have the chance of hcinir
nnv to the reader. Moreover, the averao.. person is
■•H-rc interested ,n facts than in the<.ries. Ik- doesn't
"ant sermons or tracts; he wants the truth as it is ex-
IMvssed m tenns of everyday life. He wants things that
;"c tan«d)Ie, that are jjerceived hv the senses. He is not
nif. rested in general statements tliut brin^^ no iniu^^e to
Examples:
M T^ -, lirttcr
''■< i)i:\K Mn.JoNc.s- Afv. n, at t
A .vrtau, ^n.a financier J. i.i,,,,,„„t y^ ^^.
-.V n.fu.so,l to sec a ..all.r o„ f„.s..d to s.o a n,.ort.; for tl,e
|l-^.n-ound that he was too AVr. York HcraU, on the ex-
^■"■'^•-' that Ir. was "too l)ii.sv."
"Wli/it's his time wortji?"
tilt' report. 1- aske(i. Mr.
Mor^ran's re[)]y was, '-.^lOQ a
""■nu!e." -I'll ^nve hin. that,"
P'ty tliat said the r-porter. It took
, , ,, . "'""• ''^'""^ .i''^-' thr... nnnutes to .ret the
'■;""'''■ ""^'•'•y'"^^' ''^' ^•-- '"^-"-tion he ...,„^, ., ,
'^'-i'— Mr. Morgan was handed a
>lit(k for .^:)();).
roilier '''^r"r ''^ ''•' ^''''' ^''^•"''' ''^' '^''--^-J to the
adcr. \ e bej, to announce" is an interest-killer. So
•'"■ '""^t other beKinnintrs that us<- the first nerson-d
.-n;..n. T1.S is i.ot nu.rely because they are !,IX^^^
•^ nte. but because they are about the writer. The
r-..!,.,. has h,s own interests and the wnter shouhl adant
'I'hc ealler asked wliat liis
•■'II'' was worth iind was told
'lilt it was worth a
'■"■;;'"■ sum. Tile ealh
\ery
r .said
U:.t he
illinuilt,
I
'1 'lilt hi
Would
ind
I" tiiem.
lie .second personal proi
"<l doimnate the bc^rin,,,-,,^,^ |,„t t|
loiiru vou.
lis is reallv I
ess im-
i()l
nrsixEss cohrkspondexce
i\
II
m
\m
portant thati taking*' the point ol' view of "yon." Tlie
l)e<^inniii^ siiould l)rin^ home to tlie reader the impres-
sion that the writer is interested in him and his prob-
lems and is attempting' to assist him in solving- tliem.
Examples:
Jhuf
I wish to call your atten-
tion to ;i New York husituss
book I liavf jnihlisliid and
licftrr
^'o^l do not know what flav
^onir (jUfstion of husini'ss law
may conic ;i]i in yovir own cx-
wliich is tln' latest and most periencc that will demand iiii-
Jiuthoritative work on its snh- mediate answer. On the aii-
ject, that of '"Husiness Law," swer (lej)ends perhaps the suc-
wliicli is of (Treat and con- cess or failuri' of vour ven-
stantly increasin^r importance tnre. If you have already felt
in the world of affairs to-day. that need, yon will certainly
want to <'\amint' 's
''Business Law."
It is not cnono-h that the hcoinnin^- should be attract-
ive; it should also be apt. In other words, the attention
should be drawn toward the speciHe tiling- we are sellin-r.
There are many eases of miss])ent attractive value.
Writers lVe(|uently adopt freakish and imusual methods
of expression sinijjly to make the reader listen to them
and tlun talk .-ibout somethino' fjse. Such an attempt
is worse than useless, beeause the reader feels, ;m(l
riohtly feels, that he has been deeei\ed. His attention
has been seein-ed by a trick and he resent,, it. The Mor-
gan letter is an illustration of this fault. Here is an-
other example:
Dear Sin :
If Hill .Toties tells yon tln' nioon is made of irreen choose vou
know that Hill .lones is a liar, hut is it reasonahle, hecause vou
Lii.>«- ♦),:.) li;il I-,,,.,. .,,,,1 -Mil.. •^..,:ii. ,..,.i ,. f., ii.. c \:] ,
ilk
lire liars,
to
;ssunie that i \i rythintr tliat
inld
von I-
Tl
SALES LETTERS
4(j;
•nul tl,a| all engravers an- liars? We realize that vou and
-.rv other user of en<rravin^r.s receive nu.nerot.s letters from
ni^rravers, lar^n. and sn.all. East and West, n.akin^r ,1] ,,,ts of
wnM.pported elai.ns as to q„ality, ahility, serviee, ete We
'■'.'h/e that an en^r.-aver with an outfit of the vintage, of '7(5
■'"d .deas qu.te as ohsolet. ean talk just as loud and n.ake just
- ^tron^r dauns as the thorou^d.ly up to ,late and w..ll-.n„i,;,„,a
-npetent .n^n-aver. That is why it is hard t<, talk en-'rav-
.....s and arouse interest I,y n.ail, an.l that is why we have b.ken
•i" l-'-tv of starting, this letter in such a familiar tone, and
■ '■'' I'l'iH. lan^n,a^.e, for wluVh. now that our purpose has been
-Huj.hshed an.l your interest aroused, we most humbly
■ipolorrize
Not only should the attention he directed to the ar-
t- e< l.ut it should he done in a positive way. It should
nnt he hy the use of ne^nitives, sueh as "don't throw this
m the waste paper hasket." Neither should it he lone
■y attacking competitors, or hy calling- attention to the
•f.nker sule ol- the picture. The exan.ple «iven ahove
i^ustrates th,s. \Vc are not likely to huv en^n-avin.rs
''■'•ni th.s company hecause we know that other com-
panics make dishonest representations. In no case are
"' l'l<Hy to feel more convinced of the writer's honesty
•""1 H. e^mty hecause we have heen told that oth.er peo-
!''<' lack these qualities.
So far as ,,ossihle, the he^ri„„in^. should avoid all sul-
^' st.ons that are unpleasant to the reader. The distaste
"••••nscd hy unpleasant associations may easily he com-
""""^•'^t-1 to the rest of the letter. Jusl as a slin.x iVo^
;>^ a had trad., mark for c,.m.c, and a ra^^ed tramp is
..mdcsu-ahle Illustration in a.lvertisin^ a hrand of
"'Hskey, so likewise is an u.ipleasant idea harmful tn
<les-leiter. it is un
w
nil
isc to he.oin a letter t
tock with the statement that mill
O St
II n
nn-
i\ ;i()
ious of dollars are
•,'_5 i.
iOC)
BISINKSS COHHKSI'ONDKNCE
Mr
lost yearly in imwist- investments. If you arc trying to
sell investments, or almost anything else, make the first
suggestions of your letter as pleasant as possible. Here
is :i mild illustration of the negative beginning:
Would you cart' to ride in a spcody nutomohilo If tlic cliauf-
fiiir wit;' l)liii(lf'ol(l('d? Isn't it rcasntiahlc to suppose tli.il
.111 opiiafor fan do luttir and faster work and make fcwir nii>
takes if lie can .sec J)laiiily at all times just what he is
tioiiig?
Tl..' JONKS VISIHI.K Adding' and Listinfr Machine, manu-
factured at Wilkesbarre, I'a., is the only machine on the mar-
kit which sliows the items as tliey are listed aii 1 totals In direct
line of vision.
To sum up, then, the beginning of a sales-letter that
has not already been ])reeede(I by something that has
aroused interest in the ])ropositi()n should be so eoii-
strueted as to be attraetivc and apt. It should be easily
i\ad. should be s])eeifie and concrete, and shoidd take
the reader's ])oint of view. It should draw attention to
the ])ro]K)sition, not by negatives but l)y giving sugges-
tions that are distinctly ])leasant and distinctly related
to the article to be sold. It should do all this quickly,
and without a single waste Mord.
144. jSi'Icclio)! of talkiii(/-j)()inl.s. — "Well begun is hah'
done. If the beginin'ng of the letter attracts the atten-
tion of the reader, the most dillicult part of the \vork has
been accom])lished. It now remains to make the reader
desire the article, to convince him that he must have it.
and to stimulate him to do something in tlie direction of
getting it.
Arousing desire is most fretiuently accom])lishe(l hy
description. Having shown the readi r that he has a
iictci, \ t»M iiiii>.i sii<)\> iiiiii iiuw \ (iii i;in sii|>|)i\ liiui imii.
You must show liim what the article is like, how it is
liiis a
SALES LETTERS 4^;-
nmdc. and wlmt it u il! <1„. Von can usnallv cl„ this t,.
some extent l.y enelcsino- oirewlar material, hnt there
nmst also he somethiT.^r j,, the letter that will o-ivo him a
(a.r ly definite idea of the artiele and n.ake hin, want it.
Ihe(le.sen|,ti(,n m.ist first of all have nnitv It is
-iposs-hle to tell ev.rythin^ ahoMt an artiele i,; a letter
( areh.l seleet.en of the "talkin-points- is essential
^ on nmst eoneentrate on the distinonishino- c-haraeter-
i^tK.s of yonr artiele. Show how it is different ami bet-
ter than anythinn- dse of the kind.
There are nsually two sides to an a],peal: the cost
■■"Id he va ne. Valne is not merely a matter of intrinsic
"•"/'> '>nd ntdity. hut of quality, heautv, durahilitv
style, exelusiveness, and other elements that appeal h,
'";'an l.eni^s. li.fore you I.e^iu to write vou have to
•Icrule wlHch of these elements in your article are most
essential for ai)],ealino. to your audience, and which arc
so nn.mi)ortant as to he omitted alto^rether. The cost
clement can almost never he neolected
^ ynr choice of talkir.o- points (Tepends not only on the
•"•t'^-'^' 'tselt hut on com,,etino- articles. It depends
-^■" '"ore upon the class of people to whon, vou arc
•;>^"o. .0 sell. A fanner's desire will he readied in a
•''^f^;'-^"t way fron. a husincss nian's or a jm.fessional
'"■"> s. A wontaii's must he reached in still another wav
' Ins matter is so important that it will he discussed at
l"'yth m the next chaj)ter.
't niay he said in passing- that, from the jioint of view
"' M.erehand.sin^, a careful analysis of the situation,
''-I'Hhn.- the article itself, the eompetu.o. articles, and
-• audience, .s far n.ore important than is the const ruc-
<"».. of the letter, 'i'l.e suecess nv failnr. nC ih. .......
sHhno- plau depen.ls laroely upo„ it. Vet it h ^
tinies hai)pened that two lett(
:%'l
IS some-
crs on the same proposition
A
^'m'i"
4G8
BUSINKSS CORHKSPOXDIATE
to tlie same class of |)coi)lr iiiidor the sanu' conditions
have pnxhiced widely differin^r results; sometimes one
has pnxhiced twice as many orders as the other. It is
therefore clear that the rio-ht presentation of the tulkin<r
points is a matter of the utmost importance.
Let us assume that the letter is sent to business men.
To them the efhciency a])peal is the most effective: that
is to say, the cond)ination of cost and service. Take, for
exam})le. a typewriter. If the ])rice is lower than that
of most standard machines, .$(;.") say. we need o?ily show-
that the machine is as <«ood as standard machines; the
price is the main talkin<4' point.
It must alwaxs he rememhered that the price is not
so imi)()rtant as the reason for the ])rice. Even the re-
tail store has discovered that it is not sutKcient to say
".$30 overcoats for .$20." They explain how the manu-
facturer found himself overstocked and sacrificed his
entire product at a fraction of its value. The readers
^^ct a concrete picture of the ^reat distress of the manu-
facturer and see in it a splendid op])ortunity for them-
selves. The cheap stores go a step fjirther and say:
"AVe are l)ein^- crowded to the wall. Our creditors will
not let us alone. We must have money. Xo reasonahic
offer refused."
So, in the letter that cojicentrates on ])rice, you must
fihotc xchi/ your i)rice is low. Von may show how enor-
mous ])ro(lucti()n has cut your costs. Better still, you
may show how your ])lan of selli?io- direct has eliminated
the middle-mairs profit. In any case, your reader must
see in your letter a remarkable opportunity to profit iiv
the conditions you i)icture to him.
The jjrice appeal is also used as a part of the stimuliis
+ , i:.... : . . 1 -11 1
■' '•• •■■ '<'>'".» V.1..5...-), dim >\iii i)c iiiiiiifr (iiseusstti
later iii the chapter. Sometimes the price is not men-
I
SALKS LETTERS
4G9
tloned until a description of llie niacliine has sliown tliat
It IS the hest machine of its kind; then the low-price
.ippcal strikes with added force.
Hut if the price is stjindard, the talking point must be
sni.R. feature of (h-fference, some (hstinctive sui)eriority.
It may he that the machine is easv-runnin<.', (,r that *it
!•> more accurate tliau other machines. It may be that
it lias the i;()ssibihty of usin^- a variety of types or all
sizes and kinds of paper. AVhatever the point of dis-
tinction, It should he clearly brought out in the descrip-
ti"n. It must not be buried in a mass of uniuiportant
details that are common to all competino- machines.
]ir>. Description of r//-//V/<>.— Besides being unified—
iMinuiuo. (,„t clearly the talkin- points— the description
■lioiild be as concrete as possible. It should make an
appeal to the senses. To s,. +l,.it the machine is easy-
n.nnm- is not sufficient, i ,ay that it has ball bear-
iiii-s IS more specific, but does not particularly arouse a
'lesire for it; to say that you are not tired after using it
makes a stronger human ap])eal. "Xo 'u'ee o'clock
fatigue" sums it up concretely in a few words. It ap-
peals to the senses and arouses desire. The following
are a few other descriptions that illustrate this point.
'I'li.it is tlio reason why you will Ik. interostccJ in the Harvard
\ .Nr of .simplicitv. 'I'hr.v is not an unnecs.arv ])art In its
>'i'"l>' eonstnu'tion. T!u,v ur.. no ph.os t„ stick": no scats to
n'.M-n «•. no discs to \h- r.'^rn.un.l. no parts to hv n -bul^bltted.
Jl 'iNard construction docs away with them ali.
an
What would you >ay of an oil hurncr that operates on a f^
'■'■^f of S OFNCES, is practically noiseless an.l "MECII \\I-
< AI.LV SI'RAVS the oil into a yery fine MIST l.y n.eans of
'- pM..ntec. sprayin^r j.lu^? Vou will a^ree with its users
tl^ou-hout tlie country that 8-oz. air pressure means a saying
11
;|
3, -*'.
WW
iro
UrsiNESS iORHKSPONDENCE
in power and a nu'cl.anical spray Is far more efficient and oco-
noniieal tli.an tlie old-fashioned injector method which does
NOT ATOM IZi; theoih
Indian Cedar Canoes are pecuh'arly adapted to the needs of
tlie canoeist who has to <ret his arnis hack "in trim" for the
summer competitions. 'Wvy are h-ht. Of cmirse, nmst canoes
are iiof heavy. Hut the Indian Cethirs wel^di only 42 pounds.
Tluy are so h'^dit hecause we select the h<rhtest, yet at the suine
time the Hnnest wcmxI for the manufacture of each canoe.
These books answer all those (luestions that pop up unex-
pectedly every day: the little buMness i)uzzlers tliat harass and
hinder you most; how to key an ad; how to buy for a quick
turn-over; how to say the rl-ht thin/r in a business letter; how
to collect a i)ad debt wlthmit causln<r unpleasantness; how to
get a testimonial from the customer who complained.
Keady for quick references are hundrids of just sucli .sub-
jects, all Indexed and waltltiir but a turn of the page and a
glance of the eye- to get just what you want. You are given
a com])lete business dictionary; all kinds of weights and nieas
ures; important facts and pointers on business hiw, corrr
spond.nce, jiroof-readlng, copyrights, patents, CQvporatlons,
bank.,, drafts, checks, exchanges, insurance, leases, common
carriers. Interest, lightning calculation methods. This mere
letter could not even hint at one-tenth part.
It will 1)0 noted that tlie (]e.seri})tion.s fjlven above
differ in i)ur])()se uihI in the type of persons appealed
to. They are ahke, however, in heino unified, eoncen-
trated upon one talkino' point, and in l)ein,o' eonerete.
Deserijjtion sometimes oo^s even further than this.
It is suooe.stive. It lirinos to the nnrid a ])ietnre lar<,a'r
than thai s])eeifieally set down in words. It enters the
realm of ima<2;ination an.d eon\ evs to Ww vv.x'Ai-v .<!n. i^w-.n-
tion as well as an idea. It wakes in \\\\\\ a desire that i.s
SALKS LK'ITKHS
471
all the more powerful because intanpfible. The method
is dangerous, of eourse. unless the message is perfeetlv
adapted to the reader. It must he elose to his experi-
eiiee or it will seem silly.
The following exami)Ies will illustrate the use of sug-
gestive description:
The Harp is ;is old as iiiiisic itsi-lf. From the dawn of his-
tory its strin<rs have vibrated to every human emotion. Mod-
M-ii perfection has but emj)hasi/e(l all its old-time thrill and
imwer. and added tlie breadth and flexibility modern music
iliiiiands.
More than Dickens. Scott. Stevenson— every American will
want a uniform edition of (). Henry— "The" American Kip-
liiiir." I'lie death of this irresistibly witty and warmdiearted
>r()ry-teller of course makes his work finally complete. The
tidal wave of (). Henry popularity sweepin^r over the flction-
i' ulin^r world makes this first beautiful i)o})ul.ar edition a thing
lliat is hound to iucrcdsc in vuliic. The eii^ht splendid volumes
uith their U7 .irripi)infr stories, surcharged with humor and
i'atlios, are a perfect treasury of fascinating and absorbing
" .uhng. O. Henry is the most sought-for author of the day.
^ our library demands him, your patriotism demands him, your
.'iiiinaiHty demands him.
unnor-
Tlie beautiful rockd)ouml coast of Dahnatia and its ni
"US islands, winding channels opening into noble havens. In
"Inch are ensconced (|ualnt old cities nestling 'neath loftv
ii'.ipices, .all th.se off,.r a n.w fiehl for tourist exploration.
In- from tl... beaten t-,.ck of travel, a lan.l thoroughly un-
i-<k"ey..,h the appellation of -the lialf-fo.got ten country,"
l">towed upon Dahnatia by the Austrians, is indeed a fitting
^Hic. What better rest-cure for an Anu^rican than to traverse
t:u stn.r.^ v,r jiics.. p.iimtive cities and innigine what the world
lik
e wiien t
here were no Stock Exchanges
472
BUSINESS rORRESPOXDENTE
.'Si
r
'h
I.
The first of these appeals to lovers of music The
second appeals to lovers of literature. The third ap
peals to lovers of travel, especially those who are en-
gacred in finance and business (hn-in<r the greater part
ot the year. To other people thev would be mere
words; to these particular classes thev are full of mem-
ories and promises.
The strongest appeal is made by a description when
It comes from th.e pen of the eye-witness. He mav even
iTin^ in the first pers(,n V in telhn^r what he has seen
and felt. This is the method of description that has
been used successfully by many correspondence schools
and most mining, and land investment propositions.
ilcre IS my experience: yours can l,e as good," is the
general summm^r up of the imi)ress:( n.
Examples;
S..m..I,ow „r otluT I DID l,,.,v.. tl,.. "..tvo" ,„• {ho ^.rit t,. ^ct
out of n.y rut .urly. AU.r a y.ar nr tw., ..; ,>av ..nv..lop.: I
.squ.ml n.y sLouIcLts o,,.. ..vor.tful ,„,.r,.i,.^. ,uul "..ucl alou.l to
mysc f t ns uo,.-t do. r,„ ,.,!„. to |,av. another iron in th.
tiro jf I HI burned aliv.- in the att.uipt."
A th„ui,d,t ..trn.k „,. hk.. a blow h.tw.vn the .v... I b.-.u.
to fi^un. and think. T, n. of thousands of dollars--a ^.t
-f't'd-^wasput up hy huMM...s nu.n of n,y .onnnunitv in fh..
■^I'.'I- of hd s nn..oll....,.d. Thousands ,.f p.,,,,., ,,,,„ „„,,.,
""•'"■>■-;••• ''-.M^^ th.. u.. of it. without int..n.t. wh..n th. v
-'•-••■thsoh,..|yn..f..ntit!,dtoi;. Thi n.v should h. .-ol
'V'"V'""' 7"''* '- o,ll..,.,..d l.y ..p..,.,s. I-f.,„„| ,„at th.
"'■•-'v .stahlish...! Colh..,;,,,. .x;:n,..i.. n.ad. a. hi^h as 50
W nffo,u...s ,Wra.,.d .,th th. vast a„,o,.at ,,f outstanding
'' V ?'"' r ""-^ •'"' ■'"* - oi-o, .l.;:niH..d. iudin
;■;■' ^,, ';'^7''''-'-'-i.-.-t^houid..oi,,...tn,on,. u...
♦''on.U,d.ly frankj.usin.ss hk. nnunur and ,nak.. a f,;.:.,.. .r
I vtl
y iniin he oncounlirrd. with ti
If t \( (
pti(
on, of course
)f ti
SALES LETTERS
nidcsirabk. "Dead Reat," for the. ,Kl,tor of to-d;
iln' creditor of t
IV i>
lia
bk' t(
o-morrow, and my idea was to buikl uj
rriuitation at every stej) for Exf)ert Collect
) a
ion Servu-e.
Is it
finy wonder that tl
(in
this land hurrahed so that
mil. away when we talked of
liuildinip a town?
A town hi're. when tl
qiiite, cacti and cattle?
le cowboys that
\vere piinehinif cattle
you could have heard the
Kettin^r ,1 railroa(« in 1
111 a
lere and
ere was al)sohiteli
iioth
W
it
surprised that the M
i»'i we think about it
11/,' but nies-
now. We are
(/ <'v
ftiii h
I,
oxican cowboys told their friends
Uone cv:i/.y.) Well, tl
oro.s los joTcnrs Carter." ( Those ('art
er
ovs have
leri' is no use
it w
d to n-o through to ^r,.t it
•cut deal harder t
tl
our telling you what
we
lere
is a If
Sb^).()0 an
ir.it
h
We \v
ill ^.iv this, that
sicre within a st(
o sell land here tlin
e years uiro at
)ne
to sell 50 front ftrt of that
throw of the dej)ot than it
IS
■same now at .*5()().
1 in. Farts' ntul fi
"take nit'ii liiiy, cvtTv
f/nrcs-.-Ji' (lesir
V were siiffieiefil to
;i steam vaelit. 1)
one wouhl own an automobile and
(It
(Ills
[kikJ
Ivl
s nj)on the other d
<'sire IS a relative thin^r, ;i,„i jt^ foret
iii\e.
V
esM-es a man niav simiiltane-
tiiaii anvtliin*"- el
ven wluTi a man desir
se,- and ti
es your artiele more
t""i should have— he I'
chase by eoiivietion. It
lis IS the effeet
your deserip-
fe(juently has to justify his p
ur-
• lUoyment onK . but I
e serves
''•■II its puri'ha
i.'iy he that the artiel
le must always he eonvineed
se Is a(|\ i,ali|
M <''Mivincinn- the niind thai fj
le
pinchase is wise, tl
Iftler must do two tliinos.
tiele is as represented. Il tnusi pnivf that it
"h' price and is better II
le
It musi prove that the ar
is worth
hSIl
I'll methods are I
iJiii (ilhers a! fli
e iiriee.
Tl
le
<\ idenee
Of
li
.« ..I.
)> means of lo^^ie;,! n;e
lie former it is umieei'ssarv t
oiling and
h
<> sav mueh
-•^ t I I 1 I M l| I I
"■ presented to him in tlw I
a<is known to tlie reader
<»rm ol evidence
474
BTTSIXESS CORRESPONDFACE
hil^nxS
EvideiKv is of three main kinds: faets and fi^rures:
testimony: and tests. Faets may he in the form of con-
erete stateiuents of tlie jurformanee of an artiele. In
showino- that the automohile is the most (hu-ahle, we
}j;r c the reeord of prizes won in enchn-anee eontests. In
p:ovin^- its speed, we mention raees it has won. So it
IS with ty|)ewriters and many other artieles.
These statements must he ahsolntelv eonerete. It is
not enou^rh to say the maehine has won several prizes.
The letter fnust speeify when and where and under what
eon(htioi!s, uidess the eontest is we!! l<n>)un to tlie
reader. F ,r instanee: "Tlie Iilanl< t> p< .vriter, oper-
ated I. y Miss A!iee Jones, won t!ie tentiu.usand (!ol!ar
cup in tlie tentli annua! sperd eontest. lield at Madison
S(iuare (Jarden, January ]<;, IDia."
Tlie same neeessity of eonereteness holds ^rood in ^iv-
in,<r faets and M.oures of any kind. Amon^- the most
valuahle kinds of (inures are t!ie numher of an artiele
sold, and tlie inerease eompared with previous months.
Tlie followinn- reeord of the amount of advertising- in a
husiness magazine will illustrate:
I'm
''"'I'' yon |);.ir.
.Ftilv o()()
'^U^llst Q\H "
S •[•tcmlxr o;}i "
('.111 voii find a |i,ii;i|j, I to
Simdarly ihc man who says liis addnssinn-inaehiiK
saves money |)n)\es his statement l>y showino |„,\v tin
offiee hoy at .fd a we, k ,aii do the work ..f two hii-li-
priecd st.n.mraplH'rs. and he ^dves iinun.s (.. siiow wli;.i
a saving' would thus hr dVeeftd in a year- ( nou^d, |„
pay foi- llu' machine twice oxer.
ii7. T(sr„u>iii/.\\\u\\ people sav nf an artiele i^
< .hinc o^Ji
•I«ily OHO
.\tlfrilsf 0()]
Scjitciiilur ;} 1 7
Ills rc-dfii f'
UlffVS
SALES LKTTl-.KS
47
(•)
nf'te?) ^ood evidence. For a i
uv.ikcr than facts and fi(
)u.sines.s man, however, it
he
IS
lie >
kcptical of the vahic ol" all test
^•ures, hecause he is inclined to
inionials.
Tl
ty patent medicine concerns and others t
it' d()iil)trul merit has (h-aun them int
leir use
The kinds of test
(> sell articles
jiute.
() some (lisre
imony that are most useful include
liat of experts who are in a i)osition to he unhiased, that
nf persons ifi hin-h oflicial jjositions. and that of persons
»y rei)utalion to the
\\ liu
reader
are known })ersonallv or I
It
IS. ol course, essential that the testimonv he
nini a person who has no direct or indirect
ith the article hein<.- sold. Tl
comieetion
'i\(ii
le e\])ression of praise.
isupposectlyi hy actors, actresses, i)unili.sts. pro-
, tVssional hall players, and the like, are useless for 1
ness men. and in point (.f fact usuallv have Jio real val
i r ucniiinc tin
)USI-
ue.
\- Wl'I
\rrt
isiri!
Test
■e ^iven for the sake of personal ad-
imony in the hodv of the Ictt
er must
nmssardy he very short and to the |)oint.
'i'l
ollowin..- e\am|)le illustrates the m.od „se „f
t'st imony jti ail appeal to business
Mr. (;.ori,rc ir. D.-uiiil^^, (h,. fr
men
ini(M<l()iislv successful
p.lsseiliTcr ;iM-ellt. (if tlie \,w V.,ik (
our (•jiliiiiet-
iitral 1{. 1{.
sui
i,'en-
•■1 of
•I
fini tisiri;r several of \
oiir ca
l)illet'
|Hii.s.ibk to iiic ill 1
ukI find fl
uy woi
■k.
lem iridis
118. Tc.sfs. Tlu best kuid of evid
eiK c. if it is pos-
to use it. is that u,mu hy tests which the rtader
"i^i\ perform I'l.r himself. |.",,r
I Ktm-cr fells Ik.w his uhile-Iead
mslanee, a paint manu-
ma\ he tested.
.'•(•id-proof ink e\|)lains Ik.w the eiieh.s,,! samnl
1 maker
^ritin^r iiiav he test( d. and
so on.
A
d
pie of
^•<hmJ example ol
1 H I 1» lis
^^^••neern. It read;
,!.;rM II IN tile ieiter of a pa|)er
1'
1
476
BUSINESS CORRESPOXDIATE
1
You can i)r<.v.. the excellence of "Oldtown Borul" In a sec-
ond. Just tear off the corner of tl,i,s sheet, then tear a corner
off one of your present letter-lu^uls. N„w fr,t a rnagnifvinp
Klass and examine both torn edges. You find long fibers-lhu,,
threads— on ours, while on yours the hbers are short, woody.
A paint niannfactiirer sends a strip ,.f wood coated
With varnish and invites the reader t(, use a hammer o„
It. Whether the reader aetuallv i)erl(.rnis the test or
not, he IS impressed with the faet tliat the urit',r is vill-
111^^ to have the test made and eonse(|uentlv heheves that
the artiele is all that it is rejiresented to he.
Here is another ^ood exampk'.-
Tl.is letter was printed and ."■• ■ i„ „„ the Lettergraph •.[
-n_^^l-<^s.ofl.ssf]uunhr..-iv, ,*• one cent. Can vou im-
agine a Mu.re perfect n.at,.h: There cannot be one, 'for th.
sa„,e nbbon that printe.l th.. letter was used for the fill-in
( oinpare the letter with work <lone on anv otlu. n.achine
I .en con.pare the costs. You will have the 'two best reasons
wliy you .should buy a I-ettergraph.
Another way in whieh tests are used as evidence is l.v
offenn^r to send the article on trial, thus oivinc.- the p.ir
chaser an opi)ortunity to prove its merits hefore huyin.r
it. A similar way of accomplishing the same ohject i'^
'•y teihno. Inn. that if he is not pcrfectlv .satisfied jie can
return the artiele and -.vt his money hack.
Il.;>. r.s//rh<>h>f,inil rommand. The success of a
sales-letter m..re than that of m,.sl kinds of husin. ss
l<;H<'-s IS measur.d hy Its power to secure response,
liiis responsr may <.r may not he in the I'orm of a direct
"'■'^'■'' ''•"• )''•' •■"•iich. The typu-al sah-s-lettcr we arc
considering- aims to secure an immcdiat. and direct or-
der. ConseuuentK. Ilu. I-.tt,.- ,..,..» -.c «i.., i. .^ .. _:.....
some imj)ulse to direct and
immediate aition.
SALES LETTERS
477
There are three general
Ava
eld
ys in which the letter may
se with a stiniiihis to action. It may have the
il
psy
oiiimaii.l. which is simplv a direction to the
reader to do a certain tinner. It „,av remove the ob-
stacles and smooth the path of the reader so that re-
si.oMsc will he the natural thino-. H „,av ..tt'er some in-
<liicement that will make him fear to delay. The three
nitthods are often used in comhination.
All three methods pre-suppose that the reader has
>omv desn-e for the article and is convinced of its value
<<• t'l.n. Unless the letter has alrendv accomplished
tliese tiunn-s, no amount of stimulus will avail. On the
•'ther hand, it is rarely that desire is stron^r enou^di to
^^ercome the inertia of the avera-e person. His nat-
nral tendency is to de! ly— to "think it over"— and de-
Mie fades away and conviction weakens until the matter
!>> whcilly for^-otten.
Hcsponse must he secured at once if at all. "Trust-
111- to receive an early and favoral)le replv" trustr in
vam- It is unwise t.. end with an i<lea that* cncoura^res
!i«lay. 'AMienever you have need of one of these val-
iial.le articles wc shall he -lad to have vour order" dis-
•■"ura^res action. The slo^ran of the sales-letter sh<,uld
iH do it now."
'i'he "psychological command" is true to the fun<la-
nuntals of human nature and to the experience of sales-
"ianship. "Put y,,ur name on the dotted line" says the
vil. sman suddenly, and our hand mechanicallv 'ol)evs
I'l'ii. ^ So the sales-letter closes "Sen.l vour i'mlvv at
"Dce." and the simple command has surprisinu valiK" fur
' majority of peo|)le.
The comman.l in its elementary forms has h ss force
I HUM
' ad-harc
^♦^en nrst used, Itecause it has 1
It
)een udrn
IS hetier to put it in more original f
ofUl
478
[■r
IMvi
I
m
BrsiNKSS COHKESPONDFACK
and make it more specific. "Tell your stciiofrraphcr to
write for this hook to-day." Sign llie enclosed order
blank and ^ive it to the otHce hoy to mail."
^ l.jO. Mhuiu'nhKj the reader's cirrfion.—Thv varia-
tio?is are comparatively limited, however: hence the
other methods ..re often necessary. It is ahvavs wise \n
nnninnze the exertion of the readVr so far as possible hy
removino- the obstacles to his response. This is a part
of the elliciency doctrine: eliminate unnecessary iii.,-
tions. So with the sales-letter a return addressed en-
velope or post-card is enclosed. It should be stamped,
if the expense is no barrier, or if the i)ercenta<.e of re-
plies is likely to be hinh.
Sometimes the return card already has the reader's
name and a(hlress on it or some other mark of identili-
cation that makes his signature unnecessary. It has
been found possible to use a signed return card in con-
nection with an "outlook" or window envel<)i)e, so that
the addressee's name and address takes the i)lace of the
outside a(hlress and avoids duplication.
One eonipany o„es so far as to attach a return p<.st-
card to the letter by thin strips of paper, and tie a small
])ened by a cord to the lower corner of the letter. When
the reader has tinish(d readin-- the letter, all the ma-
terial necessary for response is rinht under his haii.i
ready for use. To this savin<r of exertion the "psyelio-
Jogical command" is added.
Here is a (R'ncil.
Sitrn tlic cjinl.
lUl'p tile pi ticil.
But mail tlif card — to-day.
\\'h;!te\'e!' th.C !>>!!l!n!] -.J.' ■-■:•.!::..- »!... !
the "psycholoi^ieal command"
I I IV 1 V iH II
r's exert i
Ull.
ill
IS usiiailv eoii:l)ine(l witli
SALES .lettp:rs
479
it. "Fold a two dollar bill in this letter and mail it to
lis at once," "Put a (jiiarter in the enclosed coin card
and the hook will he on your desk day after to-morrow."
Human in<rcnuity has cut down to the minimum the
immher of motions necessary in respondin^r. The reader
is then lirected so speeifically to the one or two motions
n.ressary that his ditJic.dty is to rcmf ; his impulse is to
t/ii'hl.
]."51. Imluccmcuts to ordcrinr/. —The th.ird form of
sfimulatin^r action is to offer some inducement. The
variations of this method are numerous. Some a.re best
with one class of prospects and some with another.
-Men. for exami)le, prefer an inducement in terms of
iiiotuy: women, an inducement in the form of a pre-
"ilum article. Nearly all have as a basis the idea that
tlie offer is made as a special ])rivileoe for a linu'ted time.
The letter to a business man mav state that the price
quoted is merely introductory and will soon be raised.
It may (.ffer a special discount for a limited time. Th.is
is less useful, although sometimes effective if a ^ood
reason is ^Hven— for example, the avoidance of the hol-
iday I'ush.
As a rule, the stimuhis to action comes at the end of
liie letter, after all the other functions have been ])er-
'"'•'. led. If it is in the form of an inducement the i)e-
UMinino- „f the letter may brino- it i,, also, in „nler to
"tt-act attention. This secures better unity, but loses
snniethinn- ..f the climactic effect. Moreover, it is not
always desirable in appealir.n- to business men. becaust
t.'uy are suspicions (.f a letter that begins with "A won-
''•■••lul offer." or "A ma.irniHcent free offer." In any
(•■•ise, the last words shouhl leave in the rea<ler's nn'nd a
ly Clear idea of Hie tliinu- h^ is to d
itl
o and should |)ro-
t4
i I
I
iini witli suMieient impulse to make him do it.
r^-?
CHAPTKH XIII
THE APPEAL TO DIFEEREXT CLASSES
L52. Adjustment to the render.— It lias l)cen pointed
out several times. l)iit may l)e emj)hasizc(l here, that the
success of any ktter (le])en(ls u})on its personal element.
Tlie sales-'letter ])artieularly nuist he adapted to the in-
dividual. It must come home to him — nmst "get across"
to him. This result is gained partly l)y the emphasis of
the ])ron()im i/uu. It is gained more hy choice of argu-
ment, arrangement and language.
You must know what arguments will appeal to differ-
ent men. You must take the reader's point of view
toward the huying of your article. Xothing is more
common than to see a writer who writes for himself only
—uses the arguments, the tone and th.e language that
a])peal to him. This attitude invites failure. You must
talk of things that interest the reader. You must use
vv-ords that are common to his daily speech and illustra-
tions dose to his daily life. You may go even farther
and adapt yourself to his j)rohal)le mood as ii-thienced i)y
his seasonal activities.
Of tremendous advantage to the writer of sales-letters
is a first-hand knowledge of the people to whom he at-
tempts to a])j)eal. It often hapj)ens tint a writer makes
a great reputation hy writing a successful sales-htter to
l)eopIe he knows. Itul fails wluti he tries to write to thf)se
he does not know. A printer who sueerssfully sold ,in
uik dryer hy mail to other printers would not nxcessarih-
he ahle to sell real estate to prospective real estate hiiy
tsu
THE APPEAL TO DIITEKI-A'l' CLASSES
481
ers. On the other liand. ;i orcat CI
licaf^o mail order
liouse was foinided l»y a yoiino- station a^^'nt who he
hy selJin^^ watelies to other station auents. He
(Tcded witli later letters I
(laiiientals of human nati
ive cnstoniers eaeli time he wrote. 'J
<4an
sue-
)eeawse he utulerstood the fun-
ire a!i(l visualized his pros])eet-
ne w ,e writer will
MH
tid as mueh time in finding- out all he
can ahou
t the
<i;iss of j)eople to whom he expeets to appeal, as he will
111 aiialyzin<4- the talkiiiir-points of the artiele itself".
it is impossiI)Ie. within the limits of this treatise, to
• liMMiss the methods of dealini,^ with all elasses of read-
ds. Kven within distinet tyi)es. there are frequently
^^< tional diff'erenees. A farmer in the Northwest is hy
iiM means the same as a farmer in the New En«,dand or
Southern States. The method of dealin^<r MJth farmers
i!^ each of these seetions should he different. It would
Ik nut oidy impossihle to outline these methods, hut also
a \vaste of time and space. The writer i-mst analyze
(acli elass with his individual i)ropositi(m in mind. He
may then hope to m.-.ke an a])i)eal that has the ricrht
* iiai-aeter, lan,oua,i>e and mood.
l"f illustrative purposes \.e shall take np a i'(^w of
tlir more important elasses, and see how letters to them
should differ from those to hnsincss men.
I."):{. .in/iinu'Nls tf/fif aiipcal to farmers-. —The chief
1 If' enee hetween letters to farmers and letters to husi-
nrss men is that "hr letter to the farmer mav i)e very
much lon-er. He has more time to consider a proposi-
tion in detail. If he does not oive the letter a carefid
reading at Mrst. he is very likrly to save it for tlic long
winter evcninns. Then he can sit down with his mail
order eatalon-s and his circulars and other material and
decide
liiiii 1 1
ne wants to ouy. \ ery little that is sent to
y mail is wasted. He makes a careful and pains-
IV-;ii
e^ '' ■
-^t:' ■
4t£ ?
M
4.S2
lU'SIXKSS roUHKSPOXDKXCK
takmo- o<.n.,.nns,.„ of the merits „r tu„ similar articles
so that he ca.i \k- sure to o-et "his inoncv's worth."
The fanner wants col.l facts, and ])lcntv of then. \
•sin^-le talkuio^ point is not enouoh. U,. ,;.a„t.s to kn.nv
that your article is sui.erior to others, not sin.plv in one
particular hut in all. I fit is a huoo-v, for example, h.
M^ants to know the kin<| of ash used in it. the construction
of the axle and wheels, the numi.er of coats of paint an,|
how they are put on. and the si/e and color and numlHr
oi stripes u. the decorations. He wants c.m.parison iu-
twecn your article and its competitors, and lie wants %-
ures to suhstantiate the comparison.
The following- example will illustrate this point:
Dkai! Sir :
You hear a great .l.al tlu s. days about tl>e value of buvi„.
(lu-ect from thf iiiaiiufaeturer. ""
The ,nauufaett,rer who mUs this way c-hmns that hv can sue
you h,,. „,„ney. II. dahns that by cutting, out all nndcllonien's
cost ami profits, h. ean ,<rive you b.tter value for nn.ch ks.
^ our lo..al d..al,.r a,ul the u.anufac-tunT who sells through
dealers say ou the otluT hand that he ,loes„'t reallv sell .heapr
^'>-' they do that when he quotes lowe.- prices he" sends pooler
quahty. Which is rijrht?
This ,,uestion is one of big importance to you-it is one of
1).^^ .Mipoi-tanc to nic. too. and I want to discuss it with vou
on ttie l)asis of ro<.|< bottom facts.
Let-stake the price of stoves, for c.xample, because that's
my business, and I know most about it. and let's take towns
of from 1, ...)(, to o,,„„ ,,,„,,,,, i,,,,,.^,,^^, ^,,^,^. ^^^.^, ^,^^^ _^^^_^^^
towns when, the big ma,io,.ity of .toves a.v sold. The same
hgures wil! apply to larger tow„s in proportion
'" towns of f.-om l-'OO fo '>.()()() von' will „suallv find two
<Jealers who handle stoves. These dealers will avera,
oO stoves apiece — bnfl. .;,.Ii;„ I i i,w.
- ■•-' I" 1 V 1 .1 1 .
ins (le.ilei-
trade is divided up among about eight big st.n-e manufacturer-
i
THE A1>I>1:aL to DIFFKUFA'T classes 1s;{
Now Kr.s fi^nn-c. first, what it costs to s.ll tlus. 100 stoves
r- r uar to th. d.aKrs i„ carl, town, tlun what it costs these
.UalcTs to sell the,,, to vou and you,- nei^rhbors.
The first bi<. cost of sellin. to th.. dealers is tl... t,-avelinrr
'"'" ^^1'" '"nkes the. sale. lOaeh on. of these ei^ht hi. n.anu'^
f;<fu,-ers has travclin,. n,en who visit eaeh town aho,.t four
tnnes a year. That „,eans ',io t,ips eaeh year to eaeh town to
-11 1 )(» stoves. When we consider a t.-avelin^r n,an-s exyn.nses
".- salary, ,-a,l,-oa,l fa,v, hi^h-p,-iced hot.|>. .-i^ars. takln-r his
>n4on,er to dinn,.- a,,,! then the other iten.s, we can casik see
•1' 'f ^'Hch one of these stoves ,n.,st cost several dolla,-s n,o,-e
Mi^t to f.ay the expenses of these t,-avelin- men.
TlH- consider the dealer's profit an,] expenses. The local
.i- -• who sells only oO .toves a year n.ust fi.u,-e on ,nakin. a
!- ty b,g f)rofit on each one to ,„eet all his expenses for rent,
' -k lure, loss, and ,nake ,.non,nh extra to ,„ake it worth his
"l"!^'- Certa,nly no dealer will he content to take less than
-^.(» profit fron, a whole yea,-'s stov In.siness, an<I h- n,ust
"1^1 at ^ast !f250 n,o,-e to cover f,visht and expenses. This
■"' n,s that each dealer n,ust sell his stoves for at least <?10
■nore than they cost hi,,,, and when we ad.l the expenses of the
t'-av.hng man ,t is shown beyond doubt that every stove that
'> 'on^rht throned, a local dealer ,nust .sell for ^t least M5
-Hi .ene,-ally more extra just because the local dealer
ii.'iidles ,t.
Now, why should we pay this .^L", or n,ore extra just for the
>ake of b„y,ns fron, your local dealer.= Does it in,prove the
qii.-.l.ty of the stov.. to have hin, ha,Klle it.^ Does the fact that
'";!'--^<s $10 n,o,e for a stove prove that he is ^ivin;, better
!'"■ «h,„ you stoj, to consider that it costs li
.l'i>t to sell it.^ Instead, doesn't it show that 1
m^ you a $5 cheaper stove and simply cl
<■"' it to bi-eak even.
■ in $15 more
e is really giv-
larging you $10 more
"■^ IS Mie dealc
S SI tllfi f iri,i
.1 -1.. 11
IIIO
i"e for cheaper
Waterloo Direct to V
iro
(h1
s.
Ih
• •>^ iiiii.-x. eiiH
ou.
He must ch.
a„*t eoiiij)ete with "tl
rge
',e
irge vou more for
m
ii.
484 BUSINESS COHKKSrONDKNC],
the samr value, scllirifr so few stows in .'i yvsw he can't possibly
give vou as f^ood a scli'ctioii.
These are ;il)solnh- facts. They cannot bo explainc-d or
"knocked" away. More and more people e\ i rvwhere are com-
iiii;- to reail/e them. More and more they are refiisiii«r to j)ay
this bi^f extra profit for notliini;.
Why do yon <'ontiinie to do W 'f Why not try the Water-
loo plari.^ It will <rlv( yon a better .>tove, a wider selection,
and save you from .^5 to $ M). and. remi niber, you take no ri>k
whatever. I'.very stove is sent on approval — your money back
if you are not aijsoluteiy satisfied.
T<H us what kind of a stove yon want — a postal will brini;
our bi<r money-saving catalog. Drop it into the mail now
before you forget it.
Very truly yours,
Enclosure:
Approximately what it costs for a tra\ >v. to
make a town.
Where towns arc S.') M. apart he can average
towns per dav.
Hotel, .>.^..'>0 per day $1.25 prr town
Car fare at 3c. pir mile T.^ " "
Fintertainment, etc 1.00 " "
Salary, .$1.00 per day 2.00 " "
.$5.00
A stove salesman uses catalogs, so needs no drayajrc
for trunks, etc. — liis Dostage is small, laundry less than
$1.00 per week.
$5.00 would easily cover his average cost per town to
his firm.
;>.2 tri|)s per year at $."').00 $160.00
It i.s notable that tlic ar^iiinent.s in the- above, as in
iii.-isl icitirs to iaimti^, are oi' practical coninion-sensc
nature. The larrner judges value l»y efficiency — only he
f
Tin: APPEAL TO DIFFEHEXT CLASSES 4«:.
• Incsn't ciill it timt. Matcriul, as a rulo, is more inijH<rt-
aiit lo liini than fit; durahility tlwui style. Fit and style
;iii<; llicr appeals In tlie a-stlietie side may s(.melimes he
used. I)nt they mnst always he seeondary to the ntility
ai'^iiment. Qnajity to him is synonymons with i;tility.
lie mat want— and often does— a solid nold watch, a
pel leet time-keeper, -Mit lie nsnally does nor eare to have
it "the ihinnest in the world."
l-'rom the fore^^oin^- it may he inferred that price is the
stron<jest ar^niment of all. The har^ain instinct is
strong- in all hnman natnre, and nowhere more tlr.ji in
the farmer. Generations of strn<><rle with the niooardlv
M»il have implanted in him a wholesome respect for the
|)enny. For that reason the device used continually hy
(1( partment stores to attract hnyers— that is, the use of
"(Id fioures like $2iXV.) instead of $2.).0()— influences his
lit eision. So, too, does the statement that there are only
<!17 of these articles to he sold. The farmer likes exact-
nt ss and detail ; it is unlikely that any letter can give
Iinn too m\ich ';,n'"s material.
1.34. Language and tone to farmers.— The presenta-
tion of the argument involves the use of homely lan-
uuage. The words and sentences n)ust he ahscilutely
Mini)le and clear. There must he nothing that is not
'lireet and straightforward. One has only to analyze
Ai)c Lincoln's sj)eeches to see the kind of language that
wins the confidence of the "plain peojjle." The leading
l;irni papvr in the country, in its letters to suhscrihers,
^inaks of them as "our folks." Lack of rhetoric in the
letter is not a disadvantage — cpiite the oj)|)osite. Even
pdiir grammar and a iine disrega) for correct s|)elling
iiiiiy sometimes harm less than it lieli)s.
The foHowing e\ami)le illustrates the use of homely,
St might- froni-the-shou.'ler language in presentation:
486
BUSINESS COHRF.SPONDFACE
I
THAT'S Tin: PROOF
After all. t!,afs the proof of anythin^r. X„t how manv
^^■'""''■•■'"1 tnlkin,ir points it has when the- n.anufactun.r o'r
salesman is t. Mm,. yo„ about it - „ot what it will ,lo un.ler hi.
expert lia.uls n, exhil.tinn f.^sts hut what ,1 does i„ onlin irv
ev.ry-,iay pra.tiee- ...1 i„ ,,u\ w.vk out, rain or shi,,;.
'""""•••' '•>• f'"' "'-'linarv fanner. This nnist always l,e 'h.
'"'•■'l t-^t ot any niaehine. And I ean't tell vou how" pleased I
am every tn,,e I o.t a new letter fro.n one of n.v fanner friends
Whno. ,ne hou the (;iant is .p,.t tearin-. over "their stump lot.
t.n-n.ni,. the worthhss. h.afer i ,nd into broad fields and b.-
j)rofits. "^
'■-■ I'';' ilM.usands ,.> sn.h letters fron, every part of th..
<;"untry, but I an. prou<l about every new one U,at onnes u,
^o I fl.ouoht I uould (ix son.e of then, up this way and send
tliei.i around to some of aiv friends.
Then- is no .,uestion about it-every aere of loaf.r l.u.d
losu.^r you „,oncy. it n.ear.s dolla „d cvnts ri^d.t out of your
pocket every year. And I know .l,.... isn't a far,..er who. "if !„■
'•'■a,y kn.u about ...y UKThine how ...silv it ehvins up th
'-•'i '".w„ .oesri^ht after the bi. Mhnvs a,.d pulls then,
-t.iust I'l- they we,-esapl....s-- who.-, ali.es that h..a,.dh,s
^" V"' "T "'" ^"'■'^''* "'"'■ " '"»'"'<'-"lv.leanupanae,v
a duy- who wo.ddn", .et a (Jiant at onee. Honestly, it's no
■';'■'■" - *- -II flw> lo p..ople wl,, really know about n,v
'"'"'''"'"■ •""'-' """'Ul>t I would take fins way of iust
,""^^"";''" •'"""' '— -pl-" -I possibly eould just
li"W (asy and sun' th, v work.
Men are the verv photoirraphs "Snap-shot" of son.e -f n,v
fanner fnends , .i,h,„,,il,.th.y were workin. in the field. He,.
'*'■',';.'*■ '''^ •'-' '-'-''-^ -H. the pi.,.,res, e.p|aini..C
■'""";'"'"'"■"""' ""■'" ^"'' ' '■•!"-"lHn.,snothin..I,.an
-ythal unul.i , -.ally ... V.,, ,...„,, ,,„j,,^^^,,^,,^_ ;_^_^,^^
fulmentof.he 'tMup Puller as these very !e„.,.rn„n
SO n.anv pleased u jrs.
And wliat i}wy' »l--nv
" > .til »n».
1 ou ran ^'o <iv(t \,
THE APPEAL TO DIl.EEKEXT CLASSES
481
stiiinp lots will) only n hoy
into
)me of tlir most j)rofital)I(' l.ui.l v
or in;vn to hclj) vou .uid turn tl
u'ln
oi
\'\c ^ot ;ui(i ;it the
nitc of ati acre ,i day. Vo,, .an add SI^O.UO to $50.()0 to the
\,.hic of cv-ry stuinp aciv yoii ouri, and do it in your spare
tin..'. Do y„u know of any other way (hat you can make as
much money us easily?
If you could oidy see one of my stump pullers in operation
I know y.ui wouldn't hesiiate a miruite ai)out hayinrr one, too.
I'm convinc.l that no up-to-date fanner can sec „nc without
" uitlniT it himself. L, order to make it jmssibic f.)r the people
in your locality to actually se. „ne „f my n.a.hin.s workin^r, I
am jroiniT to mak.- a few men in each nei^diborhoo.l an offer
that is so rem.irkal)!.— so surt>— so ahsohitely without risk,
that I am .ijoin,- f„ ,^ri at least one exhibition stump puller in
every neiirhborhood in the eouiilry.
.'list to nvf somebody i„ your nei^rhliorhood Parted usinrr
one of my machines I am -oin- to ./nv the hrst couple of
buyers in each locality a 70 piT cent, reduction, that mems a
^'m (liant for oidy $ .— .
I'his is the most attract ixe price offer Eve ever made, but I
•^':"» it's .iToin^r to mean l„ir busuicss to me ni the long run, so
I 111 ^'oniij to make it to vou.
Moreover, in a<hiition to this Em frnwir to s. nd thes.. ma-
'■l'"us out jusi as I do all others on '.W .lays' free trial. So
'"" •»• tlin.e farmers in ev. r v .omnninity are not only ^roin^r
t" ^'et a machine at this wond.rfully redu.-ed prle, . but they
■ " have ;}() ,|,.,ys to use It ;,„d prox.. It i„ .verv U V they can
'"nceive of to see whether c- not It will ,1,, all F clahn I'f y,,,,
•l'"ik it won't, in fact, if you .lon't want it after you have
""I il xiid It back and I'll nfund your monev ju-t'as „ul<k
^ I took it. ■ . . I
<'oi:ld I make a fain r proposition.^ .\nd ui . shouldn't you
h- one of the faruM.rs to ..t the advanta^n. of mv special' in
"";'u<-to.y pnc... 1 know you're bound to see the a.ivanta^e of
' <'i.'«nt S.utnp Puller .some day ami bound to have on.'. Why
- -::vr\ yovi ran get ii at
,.t I ,L,. If
i'j,'ular I
)rut' on ;ny special limited offer.
ot the
488
BUSINESS CORHKSPONDKXCE
if-tlH^
nnl.r it „„ ,,ppr„v,,l ,„.rf ,. ,f f,„. ,, .
Land,.. ,i n«l,t „„., .„„, „„ „ „„„„ ,, ,„,„■„,„, , „.,f "j;"^
one ,,„d «,v,. „ ,„ ,„„ ,..„„. „,„„ ,„„ ,„ „.^„„ ,, ,
"■""■'■ '"■"" '■"■ 'i»_ii--i-i -v „i,ii,. if, „„ ,„„, ,:;;:;
, I'rcsicKrit,
(ilANT MI (,. CO.
Some of U.e oxprcssfons in the above letter im<rht nnt
pass the ent.e. "Just like they were saplin,;-' ' ,
Pl^''" as I ecMd<i;' 'lunv easy and sure thev 'v.u-k.-' tins.
-eo„y,reu-. or c-ourse. it is not safe to ean-v this
"ctod ootar. An<.er,loseoritsi„,,]varousJs<hs-
mst Ahttleori.jH.wever.v.illhdi.aswilltheus.
of sueh expressions as "loafer land."
'!'»'<' ''arn.er's environment should also he reflected In
tl>-e etters to Imn. Comparisons shouM relate to I,,:
nc^- 'i^' "^ '"''" '''"" '1 ""' ''' ^^^" ^^^"^^ ^ '-•»-
Znl I '• ?•',••"' " '"* "i- steps." The farMH ,
shoul.l he visua „.d m his surroundings. The follouin..
example u,ll diustrat. how an ar^ununt is enforeed In
an a.iah.uy tl^it he can -rasp instantly:
Di.AH Sni :
Vouknou..,,.,,o„tlK.rs..s...Knfvo„n.od..dawor^
^-^^^P^-^'^hors. lU.^^^s hunt for.. rU .i....pdu.t. .1
l();i(l .uul k.rp ,,f it. ■
Wl.v <l,Msn-t fl... sanu- pn,,] common .sens, apply f., p;,^,„.
nneriffuu- for work. ' • P" "^'"^
UWsH.K.^., .1...,. voo uaat a. ..^ ..„,;„.. „f ,,„,
Hii^u.tl, d.edH.catcfinic-kv^rasoli.K. tvp.
Of <ours. a ^.asohm. .„gi„o i, H«ht„-so is . ,•,,„ ,.„,...
engmc wd! st,u-r ,u,..K..r. too. So oui.k u. f.., t,,,,-, -
r>\i oan'f
ve yoii
he same
11- iniiid.
. CO.
•ht
nnt
' tllCM'
•y tli^
L'S (lis-
lie use
ted in
to Ills
(orty-
iriiRT
)wi||;i'
f(l l.v
horse
I'.st.d.
Ik'.i\ V
(on]
rsf—
oiiiii
L'l n-
TIIK Al'I'KAL TO I)IFFi;i{i:XT CLASSES 4S0
c . > races ifs h. a.i off till it ^ots ho],l of the loud-then
there's a different storv.
The gasoline en^ri„o is a wonderful invention-for f!,,. mto-
...ohde and flvin.i. niac^hin... Uut the railroa.l en^rj,,,, H,at has
to do real work depen.lahly i^rt of thai tv|.e-„or is the en-
f^'ine o( th.. orean li,ier - ov the en^n„, ,.t , he hUj; power plant-
-.■ any other en^nne that has real work to ,lo--^/,oy arc all
.\ttnm pourr.
Connnon sense is connnon sense, whether applied to horses
'»• <'nM.nes. And Maxwell stean, power is the co,n,non-sense
I-"..- tor the far,,.. Tl.is has further he... prove.l bv KS years
ot liaid e\(i-y-day expei-jciu'e.
Send haek the enclosed eanl. telll,,. u. al,„„f ,„„,,,,,.,• ,„,^„.
n.e<ls. and we will .ive you son.e facts and spenal inforn.ation
.•'•<"ut .y,n/;- work that will not only surprise vou hut n,av save
you a great many dollars.
To n.ake su,-.. that you don't forovt it a^ai,: till the card
"ut .and put it with the mail nou;.
Yours very ( ruly,
I.V->. Prohlcrn of n aching prof ess},, nul men - -l^rofes-
^^'""al ,ncn, such as lawyers, (K tors, cler^r^-nu.,, a,,,
teachers, do not respond readily to a lett.'r. The meth-
ods of .seen rin.u response I'roui them must he verv (htFer-
ent from those use.l to reach h.isiuess men ,„• farmers
ih.. professional man receives a laruv amount „f mail
l'i"-liy heeause it is su , ;,sy for mail ,.rd,.r concerns to
<'»tamh.snan,e. aud partly h.causr .d'ti.e supposition
'''■•'t '«■ IS ma position '.. h,,v uhat lir wants. The pro-
•'-si.mal ,uan who is ahh. I., huv nadilv is usuallv a
^••'•yl>"SN man. F<.r this nason and lor th,- reason that
he receiv.s larnr amounts of mail, he w,|| „,,f .-.ad a
l"iiK' letter.
l-rtters to profc.ssi.,nal m, n slionid 1.,. fairlv .short.
I I..S in-il./.i. i» •>,.,.,,....,.... 1 I <
" :!^t.t.sr..!; -, ;;, ,i,. a iai^c amoiUU of tho
""•Is I'y enclosures. If lla .short letter nets his att
en-
V.H)
BUSINESS conn i-spondknci-:
if i
iwiw
w
Mk
tion and .stimulates n liftle desire, it is possible that he
uill read the enejos >, be ecnviiieed and aet.
So far the probkiii is not unlii<e that of dealin-r with
tin !)us.ness man. But the trouble is that the talkin-
points that influenee the professional man an.l the huf-
.uua.ue and tone that are adapted to him re<|uire spaee.
The arn^nments that reaeh him inehide that of .|ualitv
and this does not neeessarily mean (|ualitv measured In'
terms of money. The idea of exehisiveness sometime^
appeals to him. He is rei-arded as a partieularlv o-<,o,l
prospeet for sellino- hmited ch' hur editions of"b(,(,ks
Uv ,s affeeted to some extent by matters of appearanee
and style. A tailor u„m1<1 not try to sell him elotlus
sunply on the ground of their exeellent material an.l
''"'•alMhty. In a wonl. a^sthetie eonsiMerations are ex-
tren.ely important in appc-alino- to the professional man
I nee is less important, an.l the use of odd fin„,.cs is of
htfle use.
The evi.lenee that will be. !ik,.lv to eonvinee him also
takes a n^reat .leal of spaee. Thv testimonv of the ri-ht
Kin.l ol auth..rity is valuable in appcalin./to I,i,„.
The lanouauv use.l in flir letter should usuallv be eor-
net an.l the toiK..h..„ifie,l. The words uv.l shoul.l n..t
IH' slanoy ,„• eo||,„,„ial. ;u,d they should be use.l in an
exaet sense. 'I'he seiil< n.-e strueture must lie absolutely
<-"rreet, and there must be no sent.nees that are so short
as in appear curt. Th,. hnsk. snappy stvle. especially
I' 't ''as the t.m,' of familiarity, is less useful than lii
I'fters t.. business men. I'.M.r -rammar is fatal and
I"""- •■li.t..ric is at least ..bjeel i,,nab|e. Kvm th.' caiv-
l<'ss -pht infinitiw sh.iuld \>c shuntie.l.
Another .Nnieut that makes the I, l|,.r lo a prof.s-
sHU.al man a .hHieult pn.position is the lucssitv fur
U'<
"'.I ^tati..n. ry an.l (irsl-class postaoe, ()„|,
paj
)er .)l
THE AIM'KAL TO DIFFKUKNT ( I.ASSKS m V
excellent quality is worth usin- and tl.e tw„-(rnt stunn,
cannot he av(,i,le(i. The letter must he filled in ,,rop-
crly u.th name and address, and a persoual signature
should he written in pen and i,d< at ihe end. There is
no economy in savin-- in matters of this kind.
I.'<: Faihnr fo adjust to prospect.- Sm a Curthe'-
'^U'c.ilty ,s the fact that few husiness men appreciate
fl'^; pn.fessionai nuu.'s point of view and are ahle to
^Hl.pist to ,t. They are too likelv in letters to over-em-
piiasi/e the price aro„uient and to ur,der-emphasi/e
;|; ku,^ pomts that really n.i^ht appeal to the reader.
Ik- lollowmn. example from a n„o,| puhhshino- l„,„se
' hMrates the failure to n.ake proper adaptat -n to the
itlitude of the eolleo-e professor of Kn<di,«,h.
l)i:
A HOLIDAY OIIKK
cuArc i:i{ ri' 'lo-DATi:
Alt >!!! :
< l.^uuvr s .„,n,,l„t.. ,,n..tuni „„,U. Tl,.. ..u-Iom.I oi.vuJar de-
Miih.'s tins hook in (it'taii.
'If- n-uiar pri... of tl„s ],ool< U .$.5.00. cnrriaffe oxt-:. In.t
;p-' -w an,u,,n.:; so tlK.f ,.,,,, ,,..s of Kn^IisI, n.av obtain
•'- l-mnlon... fius.. t..nns n.v s 1 .<)„ I, |,v..ry „f tlw hook
■'-I -. no ,,..,•, Month lor four UH-ntl,., and n. a.l.iition ... p,v-
i'i.\ tiic ixprcssant .
yi- Cfuuun. I'p tn-lJaU- .s in it.lf an ..x,,,nM,., hook in the
-• - '.r pnnhn.. il|.,s,,-ations an.l l.in.ii,,. a hlu.. .n.l .oi.I
f-L h,.a,,hlulK u,.on.!,!. .:,h .n.h.nlu,^ iih-straMon: in
-lor h, ,h. .If,,., a,,.,. V...,„.„ ,.„„,,,, ,,,,^^ ,.,,,^ ^^_„
;";;l«;Hl-...ison„ Chnstnu. pn.nl. If von .i..siro it w. will
1 l>H! to
States
till
ml
"" ^' 1' 1 rii- and sin
P anvMh.iT in the rniti-d
//i
1%
492
BUSINESS ( ()1{ri:sp()M)i.:n('i.:
\\i would ask you ]i,irHcuI..rI y to nofe tl;at this offer Is
only open for the Holiday s.aso,,. a.ui trust wr may receive
your valued order per the helow suhserlptiou form.
\ ery truly yours.
Tin: HAMILTON COMPANY.
Subscription Rook DejiartMieiit.
The Hamilton Com paw.
Sixteenth Ave., N.w York.
As j)er your spiecial oHVr to colierri. professors, please send
me, express ,,aid. the (.lunircr r p^fo-Datc hy Whitall and
Smythe, fcr wiu'ch I a^rne to pay you .^1.00 on delivery and
$1.00 for four months until the total price, $.'',.()(), is ])aid.
Signature Colle<re. . .
Address .
It nii^^ht appear at first ohuicc that tlii.s letter was in
acconlance with the priiieiples whieh have just been
•stated. But as a matter of I'act, the letter eoiitaiiied no
evidence that would eonvinee tlie eolleoe professor of
Kn^disii. Kven the enejosure was siniply a heautifully
decorated circuhtr containinn- one or two specimen illus-
trations and the table of contents of the hook. The pro-
fessor of Kjiolish is presumably familiar with the taiilc
of contents of Chaucer's work. WJiat he wants to know
about the l)ook is the fidelity (d' translation and llic
poetic beauty (d' the verse. 'I'here was no enclosure to
.Uive the sliohtest informatiotf about this. Such evidence
shoidd have Ihcu .uixcri. either in the form <d' a specilic
pa^c or two from the text, or in llie form of testimony
from acktrowledoed authorities on Cbaurcn',
Professional men as a rule midit be very rmich ini-
Tin: APPEAL TO DTFFI-HF.XT CLASSES 493
pressed l)y (he beautiful hindin^r „r the book and its
spIeiKhd color illustrations. Hut the professor of Kn^r.
lish is more interested in the contents of the book. The
.itleinpt to sell hini the book on the basis of its bindin<r
Mid beauty would be likely to antagonize him.
Tile real dilHeulty with ibis l-jtter, however, lies in the
I'.'ict that the main apjjeal is a price appeal. As a
t' ■'••ii'i- (.f Knnjish, he is offered the opportunity to ^ret
tli( iH.ok on the installment plan. This does not'mean a
red reduction in price; it merely means terms that are
supposed to be slightly „)„re eonvenient. It is possible
that a reduetion of ten per cent, in the price would have
ai>pealed to him; the opportunity to pav in little drib-
lets of $1 .00 per month does not. The su,<r^irestion is not
complimentary.
ir)7. Siiccr.s.sful h/fcrs fo profisshnial ///<•//.— The
b'llowinn- example is a <>()od illustration of the right
i!i( thod of appealing to professional men:
PAN-AMERICAN LINE
Around the World
Colonel G. r. C.o,.fI,als say. tli.. Panama Canal will nover
I>.' so int.nstinir f,,,- thr tourist as it is to-dav, whiK. fl... bed of
tlir wat.rway. now practically ronipU t.,], lies exposed and tlio
vast niaehlnery employ..! is still in op.'ratioM. 'I'he /illi„;:r „,,
"f liio «nat fhannels will hide for .jrenerations, no doul)t, the
most interesting features of the en^Hneerin- work. To appre-
' ■ .t,. the greatest engineering- enterprise of lustory, the canal
must be .seen now.
The enormous inter, .t of AuHri.-ans in the ^rreat waterway
tlint will cut North an.l South .Xinmca asun.hr is manifested
kv the great denian.l for [.as.a-e to I !,.■ Isthmus. ^ .,m cann..t
o miss .seeing tiie Canal and we tlieref
attention the s])ecial crui.ses of the 1
aiior
d I
ore wisli
o vour
10 l)i'in<r
u.\unous eriMsir
S
¥l
i
i!)i
BUSINESS CORKi:sp()NI)i:\CE
slups. "MOI.TKi;" and -VICTORIA LFISK," .ailln-. March
yOth an.l A,mH mi. n.sp.ctiv.Iv. to Havana, Kinsston and
lu. . anan,a Canal Ka.h trip la>ts Ui duv.s. Tlu. rates ranr^e
Iroin .sl.-)() a prison up. "
We enclose a foldrr about tlies.
-'' np^ ■nid also our Cruises
Around the World and to other parts „f the World, an.l sh dl
he please.l to fun.i.sli vou witli further information about a
of theni.
any
You IS \( rv trulv,
••AN AMKIUCAN LINE,
doiix I". Smith,
Resident Director and (icural .Manarrpr.
In addition t„ tlie o-c„oral adjustment to tlie profes-
sional class, there should he a speeial adjustment to the
partieuhir professional class t.. u hich the rea.ler helonos
This <Ioes not mean that le-al terms must he used'ln
writino- to a lawyer or that medical terms nnist he used
in writino' to a <loctor. It <loes mean that there should
he some nnderstandin- of his ideas and point of vicu".
It does mean that there must i)e some attempt to help
him solve his particular i)rohlems.
The example '/mu hvhnv was written bv an adver-
tising man who had orioinally studied for the law. It
drew from lawyers three per cent, returns at a ir,„,d
proht. This result was <lue lar^elv to the excellent wav
HI which the lawyer-s point of view was taken and to the
clever use of the price ar<«ument:
WHAT AM I BID?
My De.m! Spi :
A iu. I<v -deal" has iust put n,e u. a position to make you a \
most urusnal ofiVr. I
I ..ffer you som.thinir vnu have needed for a long time-
TiiK aim'i:al to different classi-
,s
4!);
iifisohtti'li) (it jinur oxen
.Iii>t wad this letter tlirou-li c-anfulK- tlicn t
cm
th t(
//Oil.
price. I iiicati exactly what I say.
me icltat it'x
I'A-erv I
nv\ e
speakti
{)()iit!
^nnu the life and spe.ches „f Al)rahani I
Clan, aiui |)ui)hr man should
American e\ei-
IHoplc. No A
.incoln
-poke so strain-lit f,, H,,. ]^^.:^y^^ „f f|j,, ^
niericaii piihh'c utterai
<o other
nierican
U'e> are
so U(
11 k
)ved, so (juoted.
nown, so
Notl
nil"' Wl
11
l)nn'i-
llll'V
■ in audience
political nieetiiiir or ;uiv A
so close to t
inc ri-
le speaker
notliiii<r «il
" (line hot
'li Ironi Eincohi
"<• your point. a> just the n\-ht epigr
-tir tl
R'lll,
Mil or (juota-
\
>u need Eincoh
i-i^dit on your desk. \ot what
lut(
sc .said ;il)out him. l)ut what he said 1
■t'crs. anecdot
<S iilKi
vour same
people with vour
nid
paj)er;
ame
somebody
If; his .spLoolies, dc-
IIc once stood before
umse
)rol)l
ems.
cent.''
1)1(1
It nic
sua
ine
these pi-oblems
'l'hrou_i,di an unusual cl
■c.v.v to lion to know !iow Eincol
ms dollars
fully
II success
inous Centenarv I'ldit
lance I now have a few sets of th
lun o
f t
iiicoln. edited hv .M
ic complete works of Al)ral
ii-ion Mills .Mil!
niversity. 'i1ns beautiful set
■■■. Eitt.I)., of V
I am
■inceton
coin Centen
uv A
was broui,dit out bv the I
Association to coi
m-
versary of Lincoln's birth. It is a linu'ted
nmemor.ite the lOOtl
1 aiuu-
nuie exfjuisite, libr
"•pecial rich art I
c'ditio
:iry->i/e volumes ( 5 \ 8 \ 1 I
HicKram and printed fi
\ti
ill
a (juality book ])aper with -nit t
n, complete in
in.) bound in
om sj)ecial jilates on
"III casi
Iv 1
le one o
f th
oj)s and uncut cd
ilea.
It
M
y nnusual off
ffinis of your library.
er
'I'h
IS SI
pecial edition sold for $2.50 per
volume, Twenty-two Dollars and Fifty Cents the Set--
Xi'or
th
a Uw set
everif cent of if hi honest booh- 7-alue. Rut I 1
and
IS
Mnh
s and I am "mw' to sell tl
lave only
les
t' to the hifjhest bidd
'.V jioiir (,un j,ric.
ers.
.vou will pay for a set and
I'-t a set will ir.. forward at
ite nu' on the enclosed card h
ow muc
m.ail me vour bid. As 1
onjf as t.
lev
.f tl.
tl
oniemi,er tvery set is ab-olut
ighest bidder;
R number of sets is limited. So d
' ly new, strictly De Euxi
.•irul
on't L'ive this <:reat
oppor-
M»)
iJrSINKSS rORUKSrONDENCE
• if
■I
iui
lunitv a chancp to slip jour iiiiiul ; write down your bid now
and mail it it once. Verv truly,
J. M. Vol- NO,
Manager.
lo8. .1 ppcdls lo xcJiii'h tcorncn rcs-jxiiuJ. — Woiikti ;ire
supposed to liavc more tiiiic tlmn riicii to read letters.
'I'iiis may not he tr.ie of women in the eity. whether of
tlie woi'kinn- class or not. I)nt it appears to he true of
women wlio are or(hiiariIy reaehed i)y letters. 'I'ests
have shown that, other thin-^s hein<r eipial, the lon^vr of
two letters is the hetter.
In securin^r a resjK.nse from a womat- Mie stimulation
of desire is mon' important than eonvielion. The talk-
ing points that arouse her desire are more like those that
ap])eal to professional men than like those that appeal
to husiniss men. Ftility is. of eourse, important, hut
more important fre(iuently is the (juality of novelty, of
heauty, or of exelusiveness. Style and fit and appear-
ance are absolutely essential.
The tone of the letter umst he extremely eourteous.
It should he eomplimentary always, and may he Hatter-
in.t,^ sometimes. She appreeiates personal attention.
The personal element in a letter to a woman is of more
value than almost any an)ou; t of loi^ieal ary-ument. If
the writer can make her feel that he is Liivin<r her ])er-
sonal and individual attention and Mill continue to do
so, she is likely to take <>Teater interest in the projjosi-
tion. For that reason many concerns use fac-simile pen-
written letters and, if the proposition is valuahle, indi-
vidually pen-written letters. The tationery used is
sometimes very nmeh like social stationery and should
almost invariahly he of exeellent (juality.
These devices help, hot flir most imuort/ijit fhj-vr is
the lano-uaoe itself. This should he correct and even
nn
Tin; Ai'i'EAL TO 1)11 ri;i{i:.\T ci^assi
S M)T
precise. C()llo(|m"alisnis and sialics sIiouM Ik- avoided
j L(.nn- words with .soiiietliin- of a literary llavor and cs-
- penally words that conic Iron, the I'rench seem to have
tlK' ri-ht atmosphere. Dis/inf/ac, chic, fin d. sih'lc, and
tile hke are at times helpful. They should he used, of
'•nurse, only in deah.iM- with women of s<,me (let,n-cc' of
K'i'Kinent and education. Kven with womcn'in the
'"iHiir.N-. however, words like -.stunning" and "lascinat-
i!iU are e/Ieetive.
in ii Utter t(. a man a sentence should not he over-
loaded with adjectives and adverhs: there is not likely
I- '''■ .'"1 overahundance of them in letters to W(,men.
1 nllness and richness of diction appeal to her. So do
repetitions. It is a well-known i)sveholonieal fact that
^vnmen have a hiuln-r de-ree of suo-o-estihilitv than men
liny are therefore influenced more hy the" reiteration
of an idea.
Tt IS particularly important to secure contiden'-e in
<K'alm- with women. They do not wish to huv a thin-
until thev are
assured that oti
and have heen ])leased with it. The t
inent women is therefore heli)ful.
ler peo])le have hou^dit it
estimony of prom-
oodar chest
s very effectivelv introd
manufacturer of
it^timonia
I 1
roin
Ml
iiccs in his lett
Iters from other prominent w
rs. (Trover Cleveland. F
ers a
ac-simile
fi<
liy all (Khls the hest method of
lenee is the ironclad guarant
iiade to feel that if si
vliatsoever, she wil
omen are also enclosed.
securing ahsolute con-
ee. A woman must he
or any cause
le is dissatisfied f
SI
icli guarantees as this that t!
receive her money hack. It is uj)on
(Haling with women have I
IV.t. Successful Idlers I
le great mail o»-der I
louses
)een hui
It
and
maintained.
() iconicii.-
Th
lollowinir
111 (
Ifect
JV-3«
'H)ui anout tlie same proposition, will illustrate
"ive methods of appealing to women:
!)H
BrsrxEss ( okkkspondknci:
A
('riii> s|)(.,l;,l I,, I will soon In- "xli.iii.tcl— Hotter
iii.iii ii> VOID- ;i|)|ilic;itioii to-dav.)
now vor ^^.\^ sKcrui: a (;\i\s-
ii()K()r(.n I'KTi i{i; FRKi: of (iiAiuii:.
'l"|]i> offer will ,|()l III- rcpcatfd.
Criii' salutation is ■•|iialci:c,| in" ]urv.)
Would you arcpf as a |,n sent a Inautlf.d. la.ir,. , .,^r,-av-
ing of (raliisboroiiirh's ^r.-.at portrait of I,a.lv I lamilio.K'— a
portrait of the most dianniu^r ^-ourt I.eautv of the Ki-hteentli
Century, who set all i;n<rland gossipiui. and was the power 1,,-
hind more than one throne.
This remarkable niasterwork is offered in oonn.rtion with ,n
introductory set of Hoo-arth's -rreat series of five pic.fure-
sat.res, -Marria.ire A la Mode." Ilon-arth's pirtures offer the
keenest criticism w,. have of Kiirhteenth (Vnturv Knglish life-^
and indirectly of all human natur.'. His ^rreat series, ".Afar-
riage a la .Mode." was completed in 1745. ".Marriage a k
IShnlv" alone shows that Hoi^rarth's nra.p of satire was greater
than that of any other contemporary at home or ahroad. I'.a.h
of the five pictures measures 10 x 1.-, inches, is richly printe.l in
colors on heavy paper, and faithfully rej.roduces the originals
now in the Nati(.nal (Jallery, London.
To secure the In.autiful (Jainshorough engraving, free,
merely fill out and return, to-day, the postcard enchased? Aft<r
you have received the ]>icttires and are thoroughlv pleased with
them, all you need d„ is merelv to forwar.l us ^S for the five
Ilogarth-s. plus K)..., the hare c^ost of expressage, and the
Gawshorough ,s yours ^without paying anything whatsoever
for the engraving, .itlier now or in tlu' future. J{,.menil)er.
you pay nothing for the (Jainshorougli-^you recive it entirelv
Iree aiul in addition to the five Hogarths.
'I'liis is a rem.arkahle time-limitrd offer, which we extend to
.^ou ,n order to populari/e the new .-olor-nproduction process
■■■■■"■"" '"^ ""'('"ii.*- J'ooiion, so i)eautifiiiiv repre-
sented in the Hogarth series. As this is a sj^ecial offer, it wiU
Tin; APi'KAi. TO i)iKn;j{r.\ r classes 4j)1)
>..0M Ik. uitlulrau . W. tln.vfnr.. urir,„tlv Mi^.^r.^t tl,,t ,,„,
(ill o,it, and rch.n, i„n,M ,li.,|, I v tl... ,H,>t.Mnl ,„,.|„m,|, l,.f,„-c.
nuv i.rc,s..„t liMiih.l suppk ..f imtuns is ..ntin Iv ..Nl,,.u,.t, ,1
Thrn.for.., (ill nnt ll,,. ,H„f....,n| I,,,-, with ,nul ..onv I.n.no-
.liiMv III.' beaut. fill (;ai,i.l,„r(Miu|,, .■,l,.„l,itrl_v fiw.
\'()iiis \i IV tnilv.
AfF/rKOI'OI.n AN AIM- (OMrwy,
(Han.! writ I, „ sionat.nv to he i„s,rt,.,l I,,.,-, i,, i„k)'
Sales I)e|iai-Ililellt.
('I'liis special lot will soon be
exhausted — better mail us
your application to-d.iv.)
now vor MAY si:( rin: a ciArNsnoHouGH picture
FKKE OF CHAHC;!;.
(Th.. salutation is to be "niatelud in"' h.iv)
A beautiful, larire en-raviuir <.f (Jainsboron-rl,-. portrait of
■ a.l.v IlaMulton-froel-and think, too, of not havin.^ to -av
for the ]).eture eitlier now or after you receive it ' ~
A UH^t remarkable accident has placed us in possession of
•';<)()() of these en-ravino-s at an unprece<lent.dlv low cost Or-
•I'nanly. we could not possiI,lv think of .ivin.. vou these sets
n. H.e form of a free offVr-.Vn unexpected -winc'lfall." thoun-h
i'Hs enabled us to make just such a remarkable sac-rifice (h,r
present offer is due to this windfall, con.bincd with the addi-
lonal fact that we have contrac'ted with the I'hoto-Chrome
<<'mp.'u.y. London, to distribute, as ..xan.pK . of tluir new re-
P.-o<luct>on process, 5.()(),) sets of Hogarth's ^n^at picture-
>d,re. "Marria-e A la yUnUr \u five nuu,b..rs.
Tin. enoravin;. of (Jainsborou-h's >^rvni portrait of Ladv
ilHMulton measures iust o , r, fee. \V|,„„ f,,,„„,,, ^,„,i ,,„,^,^ :^
J)arlor. it «il| add many dollars in d.
I''. I.;idy Ilann'ltf
irativ
e yalue t
I) ■ ^•l\y^
"Ultiful of all tl
Itrtainl;, the Hamiltc
in portraituri', and, ii
n IS .renerally adnutted to be tl
• f l>
le to your
le most
* < •> V til
n i)icture is (^linsl
1 concejition and cxecut
^ f^ieai master.
)orou^rh's masterwork
ion, ranks with
500
RrSINESS i'onHESPOXDFA'CE
r
%.
i '
\it\
. i. .
till' ^rcatot of Hiiiihrandt and Titian. l'()ssil)ly you liavc
never seen a iiiDre Inaiitii'ul jJortraiNpictnrc, and I do^bt
wlu tlur anv work lias heen more consuiiiinately cxeeaited.
Tlie heautitul. lar^e (laiiisliorouiih niastt r|)iecc is f;iven free,
in or(l< I- to introduce Hu' new method of I'lioto-Cliron'.i- repro-
duclion, as dtnioiisi rated in Ilo^farth's live pietiire-sat ii ,'s.
I Io:,arth"s |Mciures oil"er the keenest criticism we lia\e of laH-ht -
eeiitli Ceiiliiiv l'.ni;lisli I.ifi — and indlr«ctiy of all human na-
ture. Ilis irreat seii( >, '"Marriage a la Mode," was completed
in IT^r). It tells with droll irony and unt1in( liiuf^ fr.uikiiess
the storv of Hie bartered bride and what became of her. 'riie
candor of the d( tails as cleverly unfolded in the five pictures
su^^ests the satirical l''rench rather than the l'".n^lis]i temper.
'"Marri.a^e a la Mode" alone shows that no<;artirs i^rasp of
satire is ^M'eater than that of any otlier contemporary cither
at liome or .abroad. I'.ach of the Hve pictures measures 10 \ 1.'
inches, is richlv jirinted In colors on heavy p.iper, and f.iitli-
fullv rc]»roduccs the original now in the National GulKry.
London.
OrU ()FM-R: Mtrdy send us the convenient postcard rt»-
(juest enclosed, and we will then immediately forward you, .dl
charifcs prepaid, tlh' beautiful (i,ainsboroui;li euifraving. .\fter
vou h.ive thoronixhlv ( Aamuud the )iicture in your home, ,iiiil
like it. \<iu ma\- the?i merely forward us only t h< ordinary >'\
for Hogarth's (i\e pietun s. .and |(>c., the bare cost of e\pr(ss-
age. The complete picture series, "Marri.li^e a la .Mode," is
then yours, without my furtlu r e\])ens( wh itsoe ver.
Should vou not keep ih( pictures, \()u may then riluni tin'
at our ( \|iense, and \ou «ill o«e us nothini,^. W'e mail you liii>
very special oH'er of Hie l!r)nirths. to^^cther with the (iaiii-
borougb. free, i)ec.iuse \iiur reijuesi will add one nnu'e tow mi
the .5,000 sets \\\\\r\\ \\v h.ive undertaken to disl|l!)ute for 111'
i'l.oto ( bronie ( ompany.
in.isMuicli as tliti-e will lie only ."i.OOO sets dist rlbu* i<l in i!h-
special oU'er, we thenf'U-e uri^ently sug;,nst that you till '"it
and iitui'i iminidiat' !y tlie pcisteard eni Insed ■^()I).\^.
'I'Im lefore, r(tuin at one this card and umiiediately .sieiire
Tin- APPKAF. TO DIFFEllEXT CLASSES
.-,01
v.nir iV.r (iaiiisborougl., hcfnrc some one olso speaks for it
ahead of jou. V.r.v truly vo.irs,
METKOPOMTAN ART COMPANY.
(Handwritten .signature to he ins.-rte.l here in ink)
Sails Departimiit.
It is interesting- to e(:.Mii)are these two letters. The
second of the two, uhieh is nnieli the h>n^rcT, drew prae-
tieally twiee as many orders as the first from siir-hir lists
'•' prosj.eets used as a test. It has a nmeh more detailed
(lesenption „f the i)ietnres, and nuv whieh picjues the
<'"nos,ty. It oently flatters the reader hv assuming' that
she has an mtimate knouledoe „f sueh o-rc-at painters as
l-'"J'nu..lt an.l Titian. It plaees more em,,hasis on the
' ir( iimstanees whieh made the offer possihlr. a, id «ives
I" »'ore speeiHe detail the directions for orderinnr It
lays more stress upon the limited mimher of sets n\' pic-
ti.ivs to he distrihntcd and upon the limite.l time in
"liK'h the reader can take advantage ,,f |I,e „ffVr.
Holh letters, of course, reach her confidence hv allow-
I'li^' her to examine the pictures hefore pavin- f(".r them.
15';tli of them offer a premium in order to'make the har-
i^iiM idea |)rominenf.
Much miuht he said ah„ut letters appealinn- to others
"! II"' numerous elass.vs uito which l.uvers as a whole
"Kiy he .hvide.l. These i. , stances, however. shoiiM he
'■"""■^'' ''• 'll-'sl-afe the nnpMrlant piu.eipl,. that in
i\«iy case adaptation should I.. ,,,a<|,. t.. the p.nnf'of
view, character and lan-uauv of the p.rsoiis .iddrcsscd.
'" writing |„ m.u. ahoul arfid.s that are exelusively
'"• tlxir nsc, it has heeu found u is( i,, us,- a -reat deal
•''■••"""M'-i.''l .'ind ev.n slan-v lanmiaov. 'I'lnCis partic-
"'•"•ly true ui sell,,,,- siuh articles as tnhacc(» and cio-ar-
lit
cs.
Th
e s;iles-|< Iter must al\'.a\s I
<'<'rdance with that noldi
•< written III ac-
'■'■■tler,
n rule of .'idaptation to ll
le
JRlptiii
CIIAPTKI? XIV
FOIJ.OW ri' LETTERS
ino. Gcucvdl j)iir/)().s(' (iiul /^/a//.~ In tlic two j)recc{l-
in^r cliapttrs wc lia\ f Ik'vu cfMisidcrino- cliicHy the sales-
ItttcT that is iiitciHlcd to ])v ihv sole means of m'ttijio- the
ordtr. This is tnu' only in a hiiiitid imiuiIrt of cases.
It is extrtiruly (htliciilt in a sinok. IdttT to attrac-t at-
tention, ai-ouse desire. eoii\ inee. and stiniidate action.
The altcinpt is made oidy when tlie special character of
the proposition or the h'mited amount of ])ro{it juakes
a moi'e extensive cani|)ai,n-n impossible. I'snalK- a scries
of letters, called a foilou-up series, is used.
The functions of the whole set of follow-uj) letters
are the same as those of the indi\ ithial sales-letters, hut
orly a part of the \\()rk may he performed hv each imii-
vidual letter of the series. Tlie numher of tollow-iii)
letters sent de|)ends upon manv factors, the most iiii-
j)ortant of which are the pcrec otai^'e of profit and <lie
amount of educational work that must he done hefore
th" reader is |)rei)ared to huy. The planning' of the
campainji wdj he discussed in a later cliMptcr. Here it
is our purpose to study the construction of the indi-
\ idual fiillow -u|) h Iter.
It is possililc to s( : down only the most general |)iin-
ci|)les lor this cotisl niclioit It \ari(s with the purj)os(
and natiii-e of tlie scries, .-nid the jxisitidu the indi\ idu.il
l( tt( r has in IIh s( ries. W'r shall conjiue ourselves for
fill present to fo||o\v-u|i systeiirs that constitute a ddi-
llltc ('.'I II I t l.'i I I 11 I u llli 'I <i\.>/l tiiiKilw.i, I' l..tt...... .....I ii
- - " ; - : :\- !. 1V2 .-:, iii:\i ■-•
direct selliui;' puiposi'.
FOLLOW-ri' LETTERS
50;}
im. Division of inaicrial. — I
II such a campai<rn, the
first necessity is a Inoical division of the material. Th
uiiolc series slionld })e treated as a unit. Each letter
Id (it in with the others, and he regarded onlv as a
slioil
o sav
link in t!ie chain. It is a common nn"stake to try t
.\(rythinn- oo„(l ahout a proposition in the first letter.
it tlie majority ol' |)()ssihlc orders can he ohtained with
Ihi-
first letter, the plan is all rioht. \\\ o,, the otl
ler
\eiaye man will
liand, the j)roposih"on is one wh'ch the a
lint accept without len-thy consideration, the plan is
u.istel'ul, and may make the work of the follow-uj) let-
ters more diflicult. It is often advisahle deliheratelv to
^V(
aken the first letter in order that
succeedino- letters
fiKiy have a better opportunity of ])resentino- new and
linceful talkinu- points.
The next necessitv is concentrat
ion. As each letter
as its own particular i>nrt of the work to do, it should
l;i\ e
practically its entire space to d()in<;' that
work.
'•"Ill hcn-inninn- t., end every idea, everv word, should
I 'iiosen with a \
ai'coiiin
()
ne
lew to its ahijily to helj) the letter
l)lisli its purpose. There should he ahsolute unity.
series, for example, mav he devoted
■tt
cr o
r tiu
V nian-
mnlifv
t" ,:^ivin,y- a description that will arouse d( sire,
iiiacturer of cash renistcrs may show how they si
ilu work of kee|)innaecounts and reduce the risk of 1
A pulilishinL.' house may paint in vivid colors the jov to
OSS.
'!( rived from readin<>- the hooks 11
ie\- se
Tl
icre is
iml ()
fiiii more than one descriptive letter in tl
le series,
lure hincivs, it is a case
II (icsire ;doii( is siillieient to ind
'"'■ a short campaign what niiulit he called
I'liKe eampai^^ti.
ail
itii-
Tl;
Miiiiplion that, whereas di
ina/|ority of |,.Ilow-up letters are ' ^uallv for the
. . i" ■ I • nil . ■
■ '■■' ■'■=■;< i<'ii..fi. i ill \ are iiased upon tile as-
siie iii;i\ he arous((l instan-
f ■'
n
504
BUSIN KSS CORRESPONDFATE
W-
il"
J
taneously. conviction comes only with repetition, and
tlie operation of the time element. ^Irvst folh)w-np let-
ters are to some degree educative. They appeal to the
reason. They ^rive logical arguments and hack these
uj) hy evidence.
Evidence may he the sole material found in a follow-
up letter. One letter may merely give a hody of evi-
dence in the form of facts and figures. It may point
out that the Jones Typewriters were used hy the win-
ners in the last three national speed contests, that ma-
chuies huilt ten years ago are still in constant use witli-
out having heen rehuilt. that the sales have increased liO
per cent, in the ])ast year, that this machiiu ■ used hy
more puhlic stenographers than any other make, and so
on. Records and comi)arative statistics form the basis
of many follow-up campaigns, especially those con-
ducted hy the advertising departments of magazines.
Evidence m the form of testimony may he given hy
another letter. In some cases of a series df letters, each
gives a hit of testimony from some user of the article.
In other cases a single letter gives the testimony of sev-
eral different |)ersons. Testimony in the origiiial sales-
letter is not often useful heeause of the imjjossihility of
giving it fully enough to seeure convii-lion. Sevenil
j)ieces (,f tcsiiniony, however. gi\en one after another,
sometimes pro(hK-e a strong iinpi-ession.
Other follou-iip Utters in the series nia\- ;inswer o!)-
,i<«'tions lliat have not heen spoken hut |)n.hah!y h;t\e
heen felt hy the reader. I'nr instance, a printer in a
distant eily may use ,,n,. follow-up letter to show tliat
the fact of the dist.anee will not prexent him from giv-
mggoo.l service. He su|)ports I . argument hy giving;
e\ideFice of (he ninnh: ■• !:!' ■•.!•!•=•.!•.- !..
places.
tivJ Jll lil.llttllb
FOTXOW-T P Ll.TTERS
rt
Is nearly always possible to u
se one letter simply
tn answer the ohjeetion of expense. Such a letter would
naturally eonie at or near the end of the series. It takes
It Cor oranted that a desire for the article has been
nvate.1: if this has not been done, it i)robablv cannot
k done. It ihen tries to show that the expe.uliture of
til'- money is not to be regarded as expense but invest-
nunt: tJie article is indispensable, and it is cheaper to
lu.ve It than to do without it. This aroument is fre-
niientiy advanced to sell office appliances an.l such
propositions as ins u-ance.
The sliohtjy difJVrcnt handlin^r of this question of
e-peiise is fre(iuently found iji one of the letters of a
f'llovv-up series to dealers. Here the writer niav at-
t'lnpt to show that, althou^rh the indivi.lual profit in
li'ndhrin- an article may not be ^reat, the larne sales will
nore than comj)ensate. He also shows that these lar^e
sles are bemo- produc-ed by the co-operation he is niving
I' the d.alcr in the form of advertisin<r and the like.
Ihe matter of expeusi' is peijuips the .yreatest difficulty
" the way of securii.u. sales; conseriuentlv it is made
tie subject of o„e follow-up letter in almost every
stries.
It would be impossible, even if it w. re worth while to
' "'II. rate all the anoles of attack that mav be used' in
-f"""'V-u,, campainii. They are as varioiis as are the
'ifl' iviil propositi,,us. The important tl,i„„. j^ t,, an-
i'v-ze 111. proposition. (,, pjek out all the n,,?,) talkin.r-
i'".ts. In distribute them in the diMVrcnt letters, and To
li\e each letter eoneentrate on a siiiole one.
I •■••-'. Litihn,,/ np the HCricH. There is some ditf. renee
"oi'iMion as t(, the d<sirabilily of making- reference !o
^■ood writers jjrefer not to nuii-
l'\ Mills letters. Nctme
t"i the fact that a h
If
cner
has pnvioiislv been sent.
506
Bl'SINESS CORRESPONDIACE
1 4 '
(*■
'™
b
'«toi ^^KfMig.13fi
% -if
'liNi
w
W
W§UmL
They construct each letter ns if tlie proposition were
absolutely new to the reader.
The wei<4'ht of oijinion, however, is on the other side.
Some wi'iters even number the letters in the series so as
to identify them, and to make the reader look forward
to the next one. This method is somewhat extreme, and
would not be valuable in many eases. It does seem lojr-
ieal, howe\ er. to link up the present appeal witii tl e in-
terest that has ali-eady been created. Wc know that
when advertisements are ari-an<i,e(l in a series somcv\'hat
similar in fornj and identified I)y some trade mark or
other feature of display they have <4reater cumulative
effect, Letters also sh.ould be linked uj) in some way.
Now it is im])ossible to use the trade mark method in
follow-up letters. Similarity of form in the letter-head
and tyj)e display is not often useful, because it is hard
to <»et any j^reat decree of distinctiveness in the form (if
letters. It is sometimes ])ossible to link them by the
repetition of a certain phrase, or slo<ifan. If each letter
lays emphasis u])on a certain idea expressed in the same
way. such as, "Our sales-letters are sales ^-etters," the
reader is reminded of the former appeal. His past in-
terest in the pr()|)osition is added to his present interest,
and he is more likely to respond.
!(!.'{. Jicf/imiinf/ tlw folloxc-ii /> letter. — ^lore fre-
(|uently, howcNcr, the letters are liid<ed to^fther liy
some refei'enee to the precedii\o- letters. (This, of
course, would not l»e the case if the series is lon<>". he-
cause it woidd weaken the emphasis of the i>eoiMnin,o'. I
The nature of this direct reference to precidini; letters
\aries in indi\idual eases. It is a hard matte;- to hatulle
cffeetively. 'I'hc sim])|est method, but l>v no meniis the
lust, is to su^'o-est that the former letter has not been
received. The following' example will illustrate:
'^i
FOLLOW-UP LETTERS
607
DiAif Sin:
Sonif time afrn wc sent you a li>tter regarding our improved
!)u-tltss Sweeper, but as we have liad no ri'ply we suppose the
1, tttr went astray.
Tills old excuse, "Possibly the letter went astray," is
sn iiaekueyed as to he practical ly useless, and it is oh-
vldiisiy untrue. It is even worse to su^-oest that the
readers failure to reply to the fornier letter was due to
stiipiditv on his part or to discourtesy. It is always un-
wise to cast a slur upon hiiu. We see the evil of this
iiu'thod in the following example:
i)i \i{ Siu :
Sonii' two weeks airo we sent you a copy of our Ijooklet,
"Safftv in Saviii<r." We also wrote you a Utter about savliifi:
,i!,(l iiivcstiuff money. Were you disappoiiifed in our plan
t'lir savin"-? We jutl^e that you were interested or you would
not have taken the trouble to write for our booklet.
I'erhaps vou thought that there was some way to save
inctiev without earnin<r It first. Some ahhemy that turns
!li tins to ^old.^ There are many jieople who \n ill offer you in-
\'-tiiients for which they make these claims. Tliey ean't make
U'lil their ])r()mises and you can't afford to have anytliln<r to
(io with any "■ret rich-cpiick"' scheme, be it honest or jlishonest.
So far as vou are concerned, it will surely tuiii out to be a
":, I poorajuick"" scheme.
I'erliap-^ vou expiited nn)re interest th.aii 1- ' j [k r c( rit. V.\-
!■. ieiice is a hard teacher. Learn from tli' ^reat money
>.iv«.'rs in N(W N'ork. nun and women who are makintj the very
!i. t Use that Ihev can of million- of (hiHai 'I'ht y do not ex-
j! I to oil MKUC ili.in f'_. per cent.
■"f
This hroinnino is also had lieeausi- it atteiujits to
make the reader fee 1 thai the coinpany has Auuv him a
fa\or in sending him tlu' booklet. 'I'his attemi)t to in-
508
BUSINESS CURHESPONDIA'CK
If
'f:
m
timidate the rcadc may be siiceessfiil in a small per-
eciita^a^ of eases, with the ehiss cf readers who are ignor-
ant. Most readers, however, in the present (hiv aiT eti-
h^htened enou-li to understand sales methods, and they
luiow that their iiKpiiry for a certain booklet involvi's
J'" obligation on their part. It is useless to sugn-est that
it does.
Far better is the beo-innino- that eompliinents tlic
reader on his wisdom in wishing' to examine a i)roposi-
tion earefnlly before he accepts it. The following- ex-
ample is a n-ood ilhistration of this method. Foi^that
matter the letter is o-ood throu<>hout :
Dkar Sir:
When we sent you our catalogue a week or so ago there was
so nmeh tl,at was new a,ul interesting, we hardly had room to
tell It all in one letter, neither can we expect vou to realize all
the advantages of "Come Packt" sectional furniture on first
thought.
Because our plan saves you nearly two-thirds the cost, don't
gc't the idea that ther.. is anything cheap ahout our goods.
\\^ make a profit on every sale (ahout the same that the ordi-
nary manufacturer makes when s.'lling to the jobber)— HfT
there's just that ONE j.rofit : you pay not a cent for com.nis-
.sions, wages, rents, etc., NOT ONE IMANV EOR THF
TIIIN(JS THAT .\1)I) ONEV TO COST and not to the valu.'
of the furn,t„,v. W.. make a speci.tlty of this o,„. kind of fur-
'"tnr. ; we ,■.,•.. e<, nipped to m.ike it as economically as possihlr
— this .sav.s money for |,olh of ns. \\\ KNOW that you can't
g't hett.r fiirMitiirc. m, matl.r uh.it vou pay.
Look ,at the grai.i and he.autirul (lak,- in"ti„. uoo.l we „.,■.
Not plain sauaal oak. which is eheap.st; not n.l oak whnli ,\
most commonly „sed— nolhini. hut (,)( ' A liTl'.U S.WVKl)
WHITE OAK; It i. m, handsonn-, ..yen h.t'or.. stainin-r th.t
one ,n,an writes me, "he h.at.s to touch it." I wrote him. „f
course, that our stains wonl.i HUEN(; OCT the exu.uisite fl.ik..
i
FOLLOW rr LETTERS
50C
ih<' (li'licntp frrain, ,-ui(l a<l(l a lustrous finish to the furiiiturp.
it you could sec some of tlir woo.i used in coiiiinoii factory
furniture, before it is doctored u]), tiiere would he no need of
r\|ilanatioiis.
"Conie-I'ackt" sectional furiiiturt' is honest all throiiirh no
( haticc for us to conceal defects or patch u|) flaws no chance
til (li-i,niise chestnut and oilier cheap woods to -look like oak,"'
;i- (an he done with finished furnituri' that vou ^( t at the -,tore.
Whin (hy payiti^- I hi' piice) you do i;et <renuine o/i ., it may
ill red o,d;- it may l)e plain oak, hut it is rarely Quarter
Siwed WHITl-i Oak. such as we use exchisivelv.
As to '•('ome-rackf prices, they speak for themselves. Wo
liave ]iut up the stron^rist ])ossiI)le <ruarantee on our ^oods
.111(1 we repeat — if you are not })erfectly satisfied with what we
~iii|> to you, we will refund your money and freight charges.
We are ex])ecting to lioir from you most anv day.
Very truly yours,
THE COLONLVL MANUFACTUlUNCi COMPANY,
J. lJi,ANK, President.
li
Soijictlmcs a fvood I)c<^-i?ini?),ir may be made by telling
the rradcr that since the f'oniier letter was written the
uriier has received a letter in j)raise of the article which
hv knows will interest the reader. Similar to this is the
nil thod of sayin-r that since the ])revions let r was writ-
ten some new evidence has been comj)iled which has an
iiiiporiant bearino- o,) the jiroposition. Then, too, if the
ic(( ptance of the ])roi)osition involves the time element,
thi litter may sometimes bco-in by refcrrin<r to the fact
tiiat there are but a few more davs to consider the mat-
ter.
Xo one method, o|' course, is }r(n)d for all cases. Xov-
eiiy and ori.i^inality of idea and expression, desirable at
tlie bcuimiin^' of every lellcr, are desirable especially at
the beyirinina" of the follow-ui). \\'!>.j!!«'V!t thj' hiMrin^
510
RrsiM.SS (*()I{1{1.S1»()M)1ATE
it"
f
nfno-. liowcvcr, it slu.nld make use. so ('•,,• Ms }u,..il)!r. ,,f
tlic iiitrrrst i„ tlu- pn. posit i.,,, tliat has alrca.lv lurn
t'iratcd and s!io,,ld uivc the reader new inip'nlse to
read this appeal.
Kil. li'nln of I he follnxc-N/>.~'Vhv o,.„eral eoi.strnc-
tion of the ho.ly „f the follou-np letter is shnilar to that
of the sales-letter, uith the exeeptir.. already note...
Hiat m th.e |'oll„„-np letter only one lunetion" niav he
performed. The nature ..f the material inelnded in the
f'ollow-np letter has already heen disci. ssed. It is neces-
sary here merely to remind onrselves that the material
shonld he put in j)roper order.
The tone of the rollou-n]) letter is similar to tliat of
the first letter: it is in all cases adapted to the reader.
It !S possihle. however, in the follow-np letter to become
shohtly more personal. Th.- salesman adopts an
attitude of or.alcr fann'liarity with his customer after
he has called several times. In just the same wav after
three .)r four letters have been sent, those succeediii<r
may justitiai)ly have a more familiar and friendly at"
titude. The first letters sent out hv a hank mav sav
some
11 no-
like tl
it.
lis: '•Pcrim't us to })oint out the ad-
vantan-c of National Hank Supervision." The later
letters may discard this conservative and formal tone
and l)e<.in somewhat as follows: "^'ou can see how im-
portant it is to you that exann'nations should l)e made
re.milarly and made under competent siij)ervision."
This orcater familiarli\- of attitude sometimes makes
a clever story or joke p.issihle. A hrief anecdote, a
little api)eal to a man's s. use of humor, sometimes o-aith
results where facts fail. An interesting- letter is .some-
times more efi'ective than a meaty one. In the loiiy-
run. howeven it is the argument and the evidence \M
tell.
FOLLOW T^P LETTERS
.')n
l'()!low-uj) Icttfi-s iiiay usually he lonfrcr tliati llic
.uiuinal sales letter. It may l)e assumed that some at-
tditiou has already heetJ drawn to the jjroposition, and
lli.it. if the reader is interested, he is interested enough
In read a lon<r ktter. IT no interest has heen ereated,
the task is hopeless anyhow. On the other hand, it
nccasionally h.appens that a short letter is more useful
lucause of its greater emphasis, and the ^n-eater stress
lliat ean he laid ujkxi some particular phase of tiie
pniposition. To husiness men, especially dealers, all
lollow-up letters should he short.
.\s an instance of the effective use of a fanu'liar tone
in the follow-uj) letter the e.\am])le ^Wven helow will
prove interestin<r. It was sent out as a follow-up to
the letter (j^iven in section LJ4.
r want \ou to read this Itttir tlirou^li rarefully mid tiion
.-it rif^lit down and write nu'.
My Giant Stump Pulli r could <ro ricrht down your fields and
(Iran out every stuinp on the j)lace Just ;is easy as could he.
I5ut the letters and folders 1 have sent you don't seem to be
■ ihlc to do as (rood a job. What's the matter. Friend.^
If you aren't really interested in a stump puller, write and
I'll me so. but if you have g(it stump land that you would like
to -ee turned into .rood v/ihiable fields worth twice as much per
acre and that vill ])ay you birr returns every year instead of
l\iii<r idl... why can't you and I ^ret to[rether?
My puller wir do everythin^r I ..laini. I al)solutely guar-
nifr, it, and not only that, but I will leave \ all to y,",,,— you
to Ih the entire jud^n. nnd jury, ;ind if you don't think it (Iocs
I won't cost you a cent. On the „ther hand if it will do what
I '■! lim. it's the i.reate>t in\estment you could possibly make.
.\nd surely my ti inis have Inen fair enou<,di. .\s I have
already said. I want to ^^.t this puil.r introduced in every
>Hifrle community in the country and to do that I have made
some of the most remarkalile off..i-< ll,.,f I I., i; _
1S
512
lirSlNESS COUUKSrONDKNCi:
put oul hy a (.11111 iii.uliincry liousc. Honestly, tliiy .-.rr oflTcrs
tli;it cairt ])o>'>il)Iy 1k' diijilicati d in flic futiirr when every-
bodv knows aliout my ])ullt r and the orders ln<,nn to come in
tlie wav I know tlicy arc f^oiii^j to.
fiillv \\( II to have a |)Iaiii man to-man talk with
lit out into \oiir field with von
r.i
you.
like aw
To tak.
ni\ puller 11^
and show voii exact I v wliat i
t if will do Hill I can't very \vi
do th
lis perNonally \\i
h mv thousands c:'' fanner friends all
)vcr the countrv. and if I ^ciit a man u|) to do it, it wi
lid h
e\|ien>i\(' am
want to make my offer
y puller uj) to you am
I IM have to charge more fnr the puller. Hut I
ni
jii^t as fair as I can. I want to send
I let vou test, it out in the field before
Voii dicide to keep if. I want you to ])ro\i' coiu 'usively hy
your own experience that every tlii:iff I say about if is true.
That
f-
vou can no o
eilows on
ver your >tiim|) lo', pull out the bi<rge.st
the place- that von can ^et out a whole acre a day
of almost any .•^ftimp l.iiid 1 have sei'ii.
I don't ask you to take my word for a single one of tlu^c
stateiiK'nfs. ^ simjilv want you to send for one of these j)ull-
ers, put it out in your field, hitch a pair of horses to it and
try if yoursilf. Then if you don't want to keep it — if you
don't al)solutelv think it
is iroin
rr to jtay you l,M<f to keep
d it rifrlr back and I will refund every penny of yi
sen
money iiis
)ur
f as clieerfullv as I took it.
I don't know how I could make a fairer otl'er. I don't be-
lieve I could And the sjiecial |
Willie lonijcr.
^c sit down now and write me a
irici' ^oes,
I
oo — Ills
f a little
ibouf it- -tell
ine wlufher vou want it or not. If you don'i want it, /pisf say
so, and I wm't write you any more.
If you don't want if just now, or can't handle if till lati r.
send me a liUle d( jiosif on the style you want, and I'll keep it
for you and tjive if to yoii at t!ie same prici' any time you say
within the next year or two.
Awaitinir votir answer, 1 am.
ery
f rulj.
President,
GIANT MAMFACTrHIXC. COMrANV
vOLLovv-up lktti:rs
513
The ending «if' the iViIlow-np involves no new pri :ci-
plos. The mijjortanl thin<r is that the exertion of the
reader shoiihl he niininii/ed so far as possihle. and tliat
he sliouhl he ^iven sutlieient stiniuhis to earry out the
te(L For this j)iii-posc it is desiral)le to
action su<^'^'es
have sonic variety of attack. Occasionally the repeti-
tion of exactly the same stimulus will he effective,
through its cumulative force.
Id"). 7'-io (fodd f()ll(ra-iij).s. — Two follow-up letters
to dealers that illustrate all the principles stated ahove
are ^iven helow. They were ])receded hy a first letter
of more "-eneral nature.
Mv DKAR Sni
tf
Putting yourself in your cu-stonuT's place is a iiiightv ^ood
in^' some times. It Ims (riven many a dealer a new point of
that
las meant monev,
wris
I want you to look at my /:r]()ve proposition for a few minutes
from ijniir cusfomir's standpoint. 1 think it will ])ay you.
How do you tliink tliis idea of a glove made particularly for
his own work will strike him? How would it strike you if you
\M re in his plact ? If you were a telephone lineman and every
viir you had to throw away pairs and p'irs of gloves he-
cause your particular work wore thtni all to pieces at the
t while the rest w.is pt'rfectly good, wouldn't you welcon^i' a
Handel glove made just for this work with a sjieciallv con-
4ructed wrist that would outlast the glove itself; that would
uiar twice as weli as any other glove, and that would tit so
perfectly that you could d(, even the most delicate woriv with
them on instead of having to do all the fine work with bare
hands continually exposed to the cold nnd weather? Wouldn't
i/oit buy that kind of a glove if you could.'
Or, if you were an engineer or railroad man and the steam
and heat kept spoiling pair after pair of gloves, wouldn't you
welcome a pair of Handel's steam-proof and heat-proof gloves
that remained soft and pliable and unhurt bv steam, heat or
IV— 33
t
tils
.'514 BT^SIXESS roRRESPOXDENCE
water? Woul.in'l vou tinnk it w;.s cheajHr t„ Luv one pair
of siich ^rlovcs rv(„ if th..y c-ost a littlr more, instead of .poil-
iriK lialf a dmvu pair „f ordinary ^rloves, I'spccialiv wlun tli.
Hand.l ^rlovrs also (it p..rfectl.v and u„uld wear "almo.t in-
definitelv.- Wouldn't //„./ ^r„ out of vour wa.y to ,tr,.t Handel
glo\ cs ^
•oin-
111
iirii
^^o will ,.v.iy iin.nian an<l railroad man anion^^ vour nis-
toiuers; M, will rvery farnur and t.anister. and i.on work, r
and autoniohilist an.l .very man in a d.,/,,.n other lln.'s wlmi
n.iee lie lias learn..! of the ;r,-eat an.l all-round sup.riorit v ..f
llandePs gloves.
This has I)..en the exj.eri.n.v of thousamis of oth.., dealer,
who h.iv.. monopoliml th.' fine ^dove trade of their whole c
rnunity l,y iuromir.i,. the Han.M afr^nt. Vou can do it, too.
^our eust.,m..rs are nun of common sens... Tli.y know i
Rood thin^r when tluy s.e it. Show them Handel's" gloves-
they'll H,)pre.-iate th.^ difference an.l you can't k.ef. (lun, f,„
huymtr IlandiPs.
Dn.F. lis a lin,. an.l l.t us send vou r.rpnss pai.l an as
nu-nt of sample pairs. . „„ fak.. no ri,k. as v.a, may nt
th..m at our expense- any time. W.'d hk,. to send "tlani it
once. May WL'? \,.,.y ,,„|,^
O. C. II.WDEL .MFG. CO.
Dkar Sir :
Kn.los.d you will fimi ;, littl,. pi,.,..- of l.ath.r: it is to ilhis-
trat.' an important featiii in ^rl„v,. niakin-
I'nII this l.ath. r om^ way ,.n,| y,,,, will fin.l thai t has a .1,-
•■•<i-<l -^Iretch." whil.. th,. nth.r way it will Ir.nlly frive at ..ll
Now pull It out th.. n^d.t w.ty as far as it will ..^an.l vo„ .,11
noli.-e thai the m.MV you ad.l to its len^rfh. th,. narrow."r it h,
'•onus, an.l if y.a, atL-nipt (o pull it ha-^k to on7r,„al wi.Kh, y.n,
n.nst tak.. up all 1 1,,- st r. t.h v „„ liu.. lUst put into it.
Now s,e what tins ni.ans in ^rh.v,- niakini:. Sn,,„ose we I, n,
to cut a No. !» ^Inv... W.. take a p... ■• of leat h. r, an.l, a f,. r
wo Imvc foun.i wlnVh is ti„. .(nl,!.v way, we pull it out as f.r
as :t '.vdl .r-j arid measui-r .,, ;,,,.i,. .i... ... . ■ .
« I .^ 1 1 1 1 < 1 1
pair
[toil-
t ii
iridcl
(lis
irkcr
.Vlu'il
V of
ilcrs
oiii-
w ;i
?s-
roin
urii
FOIJ.OW T P L17J'TI-:
RS
,)i,)
'lun we pull it the oti
ir.icf until tlicy
itT way, and naturaliv on
arc
P'.rl
1.1 1 IS (inly
svvtu inclic
Tin:i{K akj: mnk iscuks (,f n
THKRK .JUST Tin: SAMi:. \\v<.„t tl
r marks con-
i[)art. iU'T
A'J'IIKH STOCK
•'"■ ■•'"'' -<»lt „p. Of C0UV>V it l,;nks t.
ic i^lovc with a
scvcti-
fin. and
IM rfcctiv t
') Miiall. hnt put it
I Miow a ladv s
vou will fin.l that ,t str-t.-h.. just .nou^h to o.nf
"<• of your liaiul. \„firc how „u„|
;• cvcrv out]
ki.l
orni
1 too
!v it lifs wl
love appears when i
lew, \,t I
In I
I'
"•" I»it on. This will si
loiv adinir-
'I in<r out.
low you the point «,. „arit
us s
FH'cial fittin^r process has ; Iwavs 1
Ir.ss gloves, hut
)eeii ronfiued to ti
lie
( \erv
p-'ir of Handel ^l
tviest workin^r models- are thus Htted. T\
"itli the en.'losed pi,.,,. „f |,,,,,„,^.,. j,, ,,.^^.^
fiiiijii
t to elineh any ^dov,. sale. Try if
■'list unotl
ifi- point. Our iiat
oyes -eyen the
i^ f)ojnt alone,
uid illustrate it,
on your next customer.
loii-widc adyert
HI- people everywhere io t' fact that tl
i^i"^^ is (ducat-
h^tlncfly ..superior. It
lere is a ^r|ov,. that
IS
dity. It
IS creatuifr a (hinand for Ifand.l
IS cnatin^r ;i wj,]^. opp,„-tuiiit y of 1
irge jircjfits for
.1
us-
"'"• proposition to sen,! a selection of sampl
the Irast
iitl'c r to I),
e\[)etise to you still r
o\erlooked. I)
pie i)airs without
1' iil'ain
em.'iins op,.„. If J., t„„ j-.^j^ .^11
o'l'l .l,nve yourself a chance to f,
iitrht on
'■"l">s a postal to.lay, .^i^,„^r„s p
N'ery trill)
or<r,.t
rmission to s nd
<>. C. n.WDKl, MF(;. CO.
(HI
IT
ir
l*i»!. La.s/ call It II
' series, the |i,i;t| |
rr.v. -Heu. ■,,-,) l(.ss of i|„. |,.,,^rfl, of
"ll«m-,i|)<l,srrvr,s sprcial allcnti..,,.
^'"'K' IH'"I>I^' ;nv vvm' ,. „nlv hy .-. last
1 .11
mot resist tlir a
eall. T!
i'.\-
i.e Mccr s a
"le. The last letter u\ \\
•If) to liririy tl
pp(al: '(
"•II10-. (.'•OHIO-
le scries slionhl lia\
e some
le \v;i\cnt|o: (iiics into li
Miadr evident to tlu t;i that tl
ne. It sli.MiM
decision aiu loix
ley camiut pni ,,(1' jl.
Tln« last call letter has to he hati.lh.l
in the ri,t,dit
51G
IU;SIN'i:SS COHHKSPONDKNn:
way. It is not well to say, as some writers do, that
we are niakinn' this last ap|)eal i'l desperation. The
followiiiir example will illustrate the wroiin- use of this
method:
l)i, \it Sir :
rardon inc. but wliat in the world is tiir matter that von
have never ;tns\vere(l a sirii^r], om- of niv ilouljie value, no ri-k
offers.' So in doperatioii I am ^^linij to make vou one '
offer- tlie faire>t otl'er one man eviT madi' to anotlur.
1st
The ahove example shows th'' wron<r n])])licatioii of
Hie principle, hnt the prineiple itself is riyht. It is
fr((|iiently heljifnl to make the reader feel that he has
only this last opportunity of aeeeptin^- the offer. Some-
times a special indneement may he nnde for immediate
action. One of the most elfeetive is the limited time
offer. Advertisin<r departments of ma<,^azines fre(]nently
make use of this linntcd time offer hy stating that the
forms for the next issue close on a certain date. Vn-
(inently they suo'^est that the reader ^< ' -LiTa|)h if lie
wishes to reserve space, and they enclose a tele^n-apli
hiaiik. Or they may fell him that the |)rice of space is
to he raised on all contracts received after a certain
date.
A viuiation of this special in(hiccment offer is tiic
statement that there are only a few of the articles lel't
for sale, and no more can he ohtained. As an a(l<i(<l
stimulus, the writer may add that he is savino- oim ot'
the articles for the reader utitil a certain date. In
ap|)ealiii^ to a<,rents tht same method is used, except
tiiMt the a<i-ent is tohl that ferritorv is ooinLj fast ;iiul
it he wishes any territory he must act at once.
The (hscdunt fi'.iilin'e is sometimes i!>t i-nilnfi'd wAn
final follow-up letters. Tjiis method is not usually (it-
FOLLOW IT LETTERS
51'
)-ri-k
■ la.st
sirablc. however, because many readers are led to hope
lor a further discount. As a matter of fact, there are
certain concerns that do keep on dccrcasin^r tlie price
until they liave reduced it by ei^ht or nine humh-ed
|ur cirit. This practice has worked a hardship on
i( -ultimate concerns in simihir fiehls. Some have foinid
it necessary to a(hl tlic postscript: "This price will
not he reduced under any circumstances."
The hest of all inducements for the final foilow-up
letter is the free trial offer. The reader is told that
one of the hooks, or whatever the article may he, will
!if s( rit to him on approval. He can try it first, and if
lie decides not to keep it he can return it without ex-
pense. Sinn'lar to this is the <ruarantee offer that tells
liiiM if he is not perfectly satisfied he can receive his
iiioiiey hack. This offer, honexer, is <.e„erally used
(arlier in the series, so that it can hardly he coi'.sidered
a last call feature. When all other methods fail, the
nioney appeal the one that makes the reader feel he
will net somcthin^r for nothin^r_i.s the one that touches
the spot.
The followin«r example of a final follow-up letter will
illustrate many other points that have hren mentioned
ali((\ e:
M\ l)i \i! Sir:
I will (fiinrnutrr In niak.- you a $M).()() .uit of ,■!„(!„ s for
v'lOO a $;}().()() s„it for >;18.()0 a $o-,.0() Mut for ^IkOO—
"1.1 inak.' tli.„. JHtt,,-- „„„•,■ stylish --il.an )!.,• .jollis you aro
i;' itiii^.
! 'iis is a ,.ntty hi^r > lai,,,^ p,i l,a,,s you liasr I,,.,, ,i i).t
>k'P»i«'"l "M that a.Tount hut I ran^ I J,, bark up .v.rv
"•"■(I of it.
■-. ..,,\r airca.iy Ma(i two I.ttrrs ahout ,uy cloth, s my ,aia-
l".::u.' t.ljs all ahout th,,,,. t..... Vou'vr s.rii rxa.'t i.hotojrra|.h.s
51 S
HI 'srxi:ss cohrespundexce
fi^,fe
it
of my styl.s—you hav(> samples of the icKntical clotli out of
whi<h r make vvcry suit. I ,lo„'t liavr to talk about //,„/
kind of style and <|uality- it talks for itself.
Still you haveti't sent me even a trial order.
^ I am writin^r you a^r,.,;,, iHcau.e I Kunit your trial order.
Not because of the money there is in it -my "advertising^ eosts
me more than I ever make out of my first orders. HuTyou-ll
be buyin^r clothes, not .just this year, but for yaars to conie.
I want to make those clothes for you— ri^dif alon^^ After you
have worn on.' of my suits- .after you liave pnnril its style-
its han^r— its wearin- ,|uality; after you have compared its
prices with otiu r clothe.- then I know you'll ! ^lad to let me
make all your clothes.
That's why I am so anxious to ir.t this first order— and I'lii
Koin^r to ^ret it, too. if the faire.t ami .s,,uarest offer one man
over made to another can appeal to you.
This is my offer to you in plain black and vhite:
I (ilWHANTKi: TO .M.\KK Voru SITT FROM EX-
AC "I'LV THE CI.OTII vol' SELECT. ACCOHDINd T()
YOl'U I.\I)I\I1)1'AE OHDEK A.M) ME.\sri{EMEN IS
AM) 'lO EiT AM) .S'./77.V/-}- Yor. IF I FAIL I A(iREi:
ABSOLriELV TO REFINl) VOLR ENTIRE DEPOSIT
PROMPTLY AM) CHEERFrLLV.
This ^niarant.e is iron-dad- backed by my entire business
— and I want to eniphasi/e it to you personallv as the basis
on whirl, I want your trial order. Coul.l anvtliin- be fair.r^
n,.i WeallKT i. aluiu.t her.. you'll need ynur new summer
suit b.f..n you kt.MW it ,o hi me have Ihi^ tri.il orde, now.
I'< •• y..iir .-..nv.rii.nee 1 .nn eneh.sinir .another m.a.unni. „t
•''■"'■^ " ''" " ""• •'"'•■'.> «'l it ri/rht into the mail >„ v.m,
Won't be di.s.appoint.d «li,„ lh,. first hot days come.
^'<iur^ \. ly I nilv,
Al.AN .Mi l.Vii.i.i . I'ii.sidtMl.
CHAPTER XV
ENCLOSLHKS AND MAILING CARDS
1(17. ClaHs^ifwation of enclosures. — The majority of
niticrriis do not jjiiy enoiioh attfiitioii to enclosures* and
Mipplenientary niateriul. Their uses are ahnost in-
niinieral)Ie. With the aeknowledo-nifnt of an order it
is sometimes useful to send a little folder wliieh re-
awakens in thi reader's nniid the interest he showed
uiien he <rave the order. Kven with eolleetion letters
a little husiness story or anecdote sometimes serves to
k< I |) the dehtor in yood humor and ^nves the letter a
li( tter chance to <.(.! in its ^-ood work. Hut it is with
the sales letters or follow-uj) letters that the enclosure
lias its ^n-eatest value. It does not serve as a snhstitute
ior the personal messa<re in the letter itself, hut it heljjs
,-iratly in enforcin^r the n)essa<.e. Tlu' cost of ^rood
piiiitin^r is so low that then is no excuse for not making'
■I lull use of this important kind of suj)plc'jientary
inaUi'ial.
Throu'-hout this discussion the word enclosinrs is
taken to mem not only material that is actually placed
i!i the same envelope with the letter, hut other supplc-
iiKiitary material in the nature of catalo^-s and l.ook-
kts. even thouuh these are so hiruv that tluy must he
mailed under >eparate cover. As ,1 .<-( ,,( raf rirlc. it is
hest t() put the hookl. t in the letter, if this is possihle
without .sacriticin.u any of the efrectivetiess of the nm-
terial. Even if it is impossihle. e.ire should he taken
to see that a Itookht or cataloo is sent at such a
.r^(
BUSINESS CORHKSPONDlA'Cl.:
time lliat it may not arrive too lon<r after the letter.
Fre(]tiently it liapijens that a letter aimoiinees that a
certain booklet has heen sent or is to he sent, hnt it does
not arri\e lor some days, and by this time the reader
has I'oro-otten all ahont it and is no lon^^er interested
in it.
It is a mistake to tiiink that any enelosnre is <?ood
for all oeeasions. The enclosure should he governed
lart^ely hy the same considerations that determine the
nature and construction of the letter itself. It should
be adapted to the purpose and should he suitable for
the class of readers to whom the letter is sent.
The chief differences I)et\vecn the enclosure and the
letter itself are in the division of the functions and in
the method of j)rescntation. The functions of all col-
lateral material sent with the letter are to reinforce the
letter messa<.e. Each ))iece should therefore have a
particular part of the work to do. The method of pre-
sentation is like that of advertisinn-. It offers possibil-
ities of display. .Size, color, form, illustrations, all these
tlnn<r.s, impossible in the letter itself, can be used very
effectively to present the message of the enclosure.
Kjiclosures may be divided for convenience into three
classes, corresponding' with the three main functions of
the letter. These aie interesting-, convincin^r. and
stimulatino- action. Thus we have catalogues, booklets
and circulars, that describe I Ik- a licii- in such a way
as to make the reader wan! it. Tin n we have samples.
co|)ies of testimotiials, reprodu(-lions of checks, tables
of comparative statistics, and (.ther forfns nf f\ idcncf
that tend to convince. Last of all w(- lia\e an order
i)lank for the convenience of the reader in rii)lvin"-
i.v I 1 . . .. I : 1^-
coiiiaiiis one or more e\ai-ii)les ol
.nil IV I n I ll.-iUilll \
each of these types of end
osures.
KXCLOSURES AND MAILING CARDS
OliJ
To reach the highest (lc<>Tee of effectiveness, en-
closures shoiihl he related as closely as possihle to the
letter, and should correspond with it in (General style
and appearance. They should he e.iually well adapted
to the reader. A well-prepared letter on .ijood pajjcr
(Icinands the use of attractive enclosures. Too often
the concern, u\ a sudden fit of economy, decidt.^ to
dispense with elahorate enclosures ai!.i puts in sonie-
thiiio- eheap and unpleasant to the eye. This is not
tiiie economy. Lack of harmony l)etween the en-
closures and the letter itself has been responsihle for
the failure of more than one ^ood sales letter. It is
Inolish to cram an enveloj)e with u^Iy slips of paj)er
,111(1 cheap "stuffers" simply because there happen to
he some on hand. It may be true that no a(lvertisin<r
material is wasted, but if there is anythinu- that is nearly
wasted it is material of this kind. Kach ])iece of ma-
terial enclosed with the letter should have a definite
jiurpose.
.\s a corollary to this it may be set down as a general
rule that the enclosures in a letter to a busines: man
should not be too numerous. The mass of niaierial
wiien it ^rreets liis eye is likely to appall him. He has
no time to read it all, and so he throws it all aside.
The mistake is sometimes made also of enclosin<>- two
inconsistent pieces of material. l<'or instance, oir" ron-
cirn sent out in the same letter two testimonial letters
iVom the same man writtiri on the same day. but en-
tirely dilferent in character. This naturally aroused
-ispicKiu as to the «4enuincness of the testimonial and
'•<>!ise(|uently of the whole i)roi)osition. A few carefullv
<ii<»sen pieces of material, ( ,ich with a diffcnr.f fn. w-tioii
to perform, are far belter than a lar^e mass of um-elatcd
material.
■">-'-* BUSINESS C()RIlKSl'()M)r:\CE
108. Ifcfcrcncc cafalor/s and hooklcts.~Caia]ocrs
bookicts and cimilars that arc intended to arouse de-
-sn-e may be divided into two main classes aecorcbn^r t„
tlie methods by wln^ch they do the work. Some are for
reference })uri)oses and are expected to be in constant
use. Others are for the ])nrpose (.f aronsin^- a direct
buym^r impulse which will be sufficient for the one pur-
chase. In the first class utility considerations are up-
permost: in the second class attractiveness is the chief
consideratif)n.
Tile reference cataloo- is so constructed as to l^e a
^•uule to l,uying. The ^n-eat mail order houses in Chi-
cago send out cataloo-s that are to l,e found to-day on
the parlor table of millions of families ail over tlie coun-
try. The bi^ steel companies send out catalo^rs tliat
are to l)e found on the desk of every structural en-
gineer. Many laro-e sup])ly houses in the electrical an<l
otiier great mdustries have issued catalogs tiiat are now
regarded as necessities l)y many l)uvers.
The first requirement of sucji a reference catalog is
leg.b.hty. It should be i)rinted in large, clear tyne
with the material so arranged that the average j^erson
will be able instantly to find what he wants and to
understand it.
The second re(|uirement is convenience. The ma-
terial shouM be h.gically divided and s.ib-divided. and
there s'Muild be a complete index for referring instantlv
to any part. Sometimes the form mav be made con*-
ve.Mcnt lor handling, allhough, as a rule, the amount
of material contained in such a catalog makes it neces-
sary that it be of large size. Catalogs dealing with
technical materials often include useful tables of fi-.r^K
for the purpose of computations. In some manufac-
turing concerns that produce a vari( tv of products the
FATLOSUKKS AND MAIMNd ('AHI)S 52;j
cntuloo- is issued in a series of small bulletins or seet
wliieh can easily l)e attached tooetlier and
ions
rcf'onihuiec
as new sections are sent out. S
1
loose
-leaf I
onie are even issued in
orni
A third ^^'iiuirenient is durahilitv. The catal
hkely to he sultjected t(» rou<>I
(nr IS
1 usaoe. and it should 1
)e
IIKK
ra
le as substantial as the inaroin of profit will war
nt. Hrass staples are f'reciuently used in bindin<r it.
leather covers are occasionally used.
In such a catalo<r it is not worth while to spend money
.III two-color j)rocesses. ornaments, or other things that
.nld nothino- to the usefulness of the article but only
to attractiveness. I)is|)lay in reference catalo<rs would
l»e as useless as oil paintinos in a (|uick-lunch room.
This does not mean, however, that there should be
no illustrations whatever,. Illustrations are necessary
to show the .iToods and to make clear their distinctive
nurits. Iliu-h art is not essential. Clearness of out-
line is. Sometimes diaurams are extremely heli)ful,
and arrows leadin<r {,) the specific point in the article
which the writer wishes to emphasize.
Kven in a reference catalog it is advisable to intro-
duce the eirment of human interest in the ])ictures.
Hats, shoes, stockin<)s, coats and other articles of wear-
in,u- apparel are not so effective when pictured alone
as they are when shown on the livinu- model. The reader
needs to know how they w ill look when sIk wears them.
Net we see every day catalogs ,.f manufacturers that
Miiiply show pictures of the ^i-arments in flat form, and
f.iil to make clear their construction or any particular
]»'>ints in their favor. Additional interest iiiay some-
be o})t;i!.'!ed 1)\' slH>\\!n"' .•>>! .••••*!;•!;' !M \\::i ; ■.:•-•■..-:. --.•^-.
i»r construction or mami
lure,
Copy for refei-.'nce catalous slioiild l)e el
ear, direct
r,-2i
msi\i]sr. rOHRKSPOXDFATE
i^5
arul mtcvstiMo;. The writer's main oh je- t shouM he
to enr.vey every hit of irifornuitio,, that ^- ill he vahi-
al.le to the prospective huyer. He should I,. sM.iple
"' la,.i,uao.e and exaet in his deseriptions. He should
also pay sonu. attention to the plaeino- of the illustra-
tions so that he will not Mn.l. when the eatTtlo^r is eon.-
pleted, that an artiele deserihed on pa^re ,7 is illustrated
on page 20. As m an advertisement, illustrations an,l
copy shor' 1 he linked closely tf)<.ether
1(59 D^cripfivc />ooA/r/.v.-I)c^eriptive hooklets are
intended for a very different purpose. If thev secure
a s.no-le order from the reader thev have done* all tint
>.s expected of them. The reader will not ke( ,, a <le-
scnptn-e hooklet for reference ,,urposes; conse,,uentlv
a stron-er immediate appeal must he made to hin. The
Ixnk et must have son.e appeal of form, or color, or
novelty-somcthi.io- that appeals to his a'sthetic tend-
encies. The nature of this appeal varies, of cours..
with the nature of the article and the class of pro-
spective huyers. There are all kinds, rano-juo- f,o„, the
eru. red and hlack pamphlet of the patent medicine
fakir to the d.o-nified leather-hound hmehure issued hv
a cetnetery.
Whatever the form and nature of the hooklet, how-
ever, there are certain princii)les that should j)e kept
m nnnd in its construction. First of all, the „utsi.I.
cover should he attractive in form and display. The
tyi)e material sh.mld he so halanc, d that the center
«)l attraction is slinhtly ahove the mathematical center
of the cover. Th.e colors should luurmoni/e with the
f'.'clmg that is to he induced in a prospective hnyer.
Some people apparently think of ml an.l oreen as'tiie
• •::ci,. ::.;•. c .1 1 i i ;u"i iofi foi" Uie u\ cra^c
eye. The red and green comhination is the crudest .if
ENCLOSURES AND MAILING CARDS
;)'Jo
al! color ;i[)peals. If the booklet is on the suhject of
electric fans or soinetliin^ else v 'th which the sensation
of coolness is associated, pale blue or <i[reen would be
iiicie suitable. On the other hand, pale blue or «ireen
wDiild not be advisable on a booklet about «4arinents
(!!• anything- else that has the su<^<^estion of warmth.
Oian^e, yellow, or i d would be better here.
The ])ietnres in a deserii)ti\e booklet should not
!ii|)l\ illustrate tlu article. They must show it in such
w;iy as to appeal to human interest. They should
t. 1! a st( ry. They should brin^- uj) to the imaoiuation
111 th' reader an idea of the joy to be obtained by usinf^
the article. An automobile, for instance, is shown
(■linibi[i<,rthe Aljjs, or winning' the Vanderbilt Cup Race.
The Adlerheimer suit of clothes is shown not oi>. a
tailor's dummy, but on a .u^entleman who is surrounded
!)y l)eautiful women or by bio- business men like Car-
luo-ii and KockelVller. Pictures that convey a ne<^ative
111- an unpleasant idea should l)e avoided. All the illus-
trations should be i)leasant and positive.
The makeup of the pa'_jes is a matter of even more
importance. The illustration^ should be so ])laced that
tlicy will balance. There should be no l()])-sided or
liottom-heavy pa^es. ( It must be remembered, in mak-
inn- up a booklet, that two pa^^es facing- each other
must frequently be considered as one, for the j)urposes
i>f display. Space does not here ])ermit a len<j^thv
I xplanation of the principles of arran<rement as applied
to booklets. They should, however, be studied by every
maker of bo(»klets, a;- wrij as every jirinter.*
Most importaiit of a I is the necessity of tying up
the copy with the illustrations. Irrelevant pictures or
*A < iluiihle treatise for tlii<
f AihiTtising Arninneni.iit."
piirpiwe is Frank Alvah I'arsons' "Principles
526
BI'SINKSS (OUHKSl'ONDKXci.:
rMi-
■4i
Mil
"seless nn,an.(.„ts must „ot he put ,„ simplv to fill
spacr. Kvrry illustration slu.uM f., rdatnl iu souw
way t„ th. ropy au.l tlu- rclatio,, slioul.! he n.aclo ahsu-
iHtely Car. Tlu- reader shuul.l nut I e en,: pelled tu
.stopan.iouessuhatthe pieturcisahuMt. Illustrations
;|'"' ^-Py s H.uM (it ead, other as if Ihev -vere nia.le
for each other.
Tl.c copy uF a descriptive hooklei should he adapted
o tlu- huyn.o- elass. The General nuthod of doin Jtl.is
'as already heen descrih<.d an<l need not he repeated
Here. Jn all eases, however, the copv should possess a
real human interest that orips the reader. Even the
manufacfn-e of cast iron pipe can he made the SMl)ject
of an al.sorh.no- story. How n.ueh more can mini,,.,
propositions, real estate and modern inventions he in'^
vested w,th ronuu.ce! In ahnost every i,roposition
there is a story if the uriter will hut look for it A
iHoh-^nule jewelry concern in \ew York once pro-
duced a series of ariistic hooklcts in which each of the
MTll-known jewels was oivci a leoend. It n.ade an
eftective appeal to sentin.ent an.l imagination.
Ihe descriptive hooklet should have a title The
c-hiet re(,u.rements of this title are that it should ho
short, attractive ar,d apt. Fsuallv it should not con-
tain more than four words, for this is the limit that
can he grasped instantaneously hy the avera«-e mind.
1 Me words used should Ik- concrete an.l su^.^restive.
Ihere should he no general terms such as ''A safe
investment," or "How elothino- is made." Better are
snch titles as "Kmn. AVool to Cloth," "From .Afine
to Milk -"Where Paper Is Made of Men.-- The title
should helono- to this particular proposition and to no
other. Such a title as "Hy Wav ^f Gettin.r An.
cjuamted ,s l.ad hecause it might apply to pianos, floor
KXCLOSFRES AM) .MAILING CARDS
crc IS IK -tiling
oils, typewriters, or trust companies. Tl,
apt aliout it. The title should helon^r not only to this
p.irtieular pro|)f)si^ion, hut also to this ])articular hook-
|. t. It should have some ref'erenee to th
e contents.
I TO. Kv'idciicc (->
o.sitrcs.
Kvid
ence enclosures are
ndverned hy much tiie same i)rinciplcs a^ .•i|)ply to de
script ive calalo^s and hooklets. Since tl
lev
are t
o
pre-
sent Tacts, however, they should strive for ahsolutc
clearness of presentation. There is no room for ima<ri-
natinii or suo-^-estion, and fine writin^r sji„i,hl l)t' avoided.
Am im])(irtant point is the disj)lay. Statistics can fre-
(|M(iitly he i)laced to the hest advant;.^e i>i tahular
t'nrin. Still hetter frequently is the o-rajjliic method of
presentation, where the comparative size of two nuni-
licrs is shown l)y the comparative size of tAvo scpiares
or circles. In presenting- evidence the point must be
so clearly hronoht out that the reader cannot possibly
miss it.
Testimony may be ^iven either in a l^ooklet or in the
loriii of separate insertions. It is usually wasteful to
send a business man a lar<re nund)er of i'ac-simile let-
ters. One or two well-chosen are better than a dozen.
K\cn in a booklet of testimony it is not wise to crowd
too <rreat an amount of material. Some cynics tell
IIS that nowadays only old ladies and hypcK'hondriacs
nad testimonials. They arc still useful, however, if
they come from an authoritative source and are short
and incisive.
A better method, since it is less commonly used, is
the reproduction of cheeks, repeat orders and other
' videnees of the value of the ^mods. Fac-similes of
tliis kiml make a very effective form of stuff er if
stuffers are to be nsprl. Tint \hni' omct Koo,. ,^., +u^;-
lace the evidence of genuineness.
>L>8
BT'SINKSS COKUKSl'OXDKNCE
I • 11''
11*
i
Samples form one of the best kimls of enelosures
provided tliey are properly used. They shouhl ab '
be aeeompaiiied l»y some explanation or deserij
that will point out their ofuxl (jualities, or direei
for testin^^ them. Some ineentive should be •jj'iven tor
keepin^f the sam])le. A building'' eontraetor who finds
in his mail every day a lar^e assortment of samples, of
painted or varnished bloeks of >vood. pieees of tile,
tin and slate roof^n^^ and other buildinn- materials, is
very likely to ^ive them to his little Ixn to plav with.
lie will not do this if explanations are attaeheil which
show him tJie value of the article and arouse in him
a desire to lest it.
171. Order hlank.s and wiscrlhuwdiis cnclofinrcs. —
An order blank is one o," the most necessary of all
enclosures. Sometimes it is merely a coupon attached
at the bottom of the letter. In other cases it is a more
or less elaborate form. The ideal order blank would
be one that is ready to niaiL AM order blanks should
aj)proach that ideal as nearly as possible: in other
words, they should not re(|uire of the reader anv more
exeriion than is absolutely necessary. A lono- slij) ol
pajxr cheaply jirinlid with many ruled colunuis. with-
out any ex|)lanation of their use is likclv to be an
obstacle to orders. The blank should be simple and
convenient and should contain every bit of information
that is necessary for the one who fills it out. Spaces
should be clearly desinuated for the rnimb; rs. descri|)-
tioii, ^\/v and other ditails of the .••■•iele ;ind for tlic
address of the buyer. Kven fnen ten per cent of thosr
who order will luA fill it out eoirectly. All unneeessarv
strain on the ir min(K nuist be axoided.
There are many iuiscell;meoiis iiielosiucs that can
not be el;issifi((| under an\ of the abo\e heads. Tlu
KXCLOSrUES AND MAILING ('AHI)S oL>U
I
majority of them are Intended as a direct stimulus to
.iction. Some are in the nature of an artiele to he used
ii\ tlie receiver, such as a blotter, calendar, memo-
r:m(iiim booh or something- of this nature. Sfmietimes
;i guarantee ta<j^ is enclosed, showing- the nature of
the guarantee .^iven upon the article; in other cases,
a uuaranlee in the form of a fac-simile bond.
Certificates entitHn<>- the receiver of the letter to a
(crtain discount if the order is received before a ^ivcn
(late are often a more effective stimulus to action than
the statement in the letter that such a discount will
iif niven. The certificate is a concrete and tan<rible
evidence of value, and many people find it hard to throw
it away. It is too much lik throwin^^ money away.
This form of enclosure should not be used in writing
in business men. A similar enclosin-e is the mft cer-
lilicate. to be used in case the article is suitable for
|)resentation purposes. If it is sulliciently attractive
the reader is very likely to wish to use it. Xumerous
(itliir novelties mi^ht be mentioned which mak»- ef-
tVctive enclosures. These, liowever, will serve to il-
histrate the tyj)cs.
172. Mailiii;/ cards ami folders. — Printed material is
an effective substitute for leltcrs in many follow-up
caiiipaiju-ns. The fact that there is less of the persotial
( It iiient in this material is compensated bv the frrcater
liossibilities of attraction A dash of bright color and
a <atchy phrase may y-et tlie eye and stimulate the
ciiiiosify of the nader, so that he will look inside the
liililer for fui-thei- information, (i.tod cards can be
|M.iduccd cheaply, and. as the ratine of size is |)rac-
titallv uidimitcd. Ihcv (an be used for cither a lou"- or
a ^lloI•t mcssaj4-c. Imcu if one uiesNa^c does not reach
the mark, the n- \t mav do so. and in an\ case the
I\-;it
l»
if
4
m
;}()
BI'SINKSS ('(mUKSPONDKNCK
hi :
i ini
1 i M ;
f()?rc of repetition is likely to have sonic effect. A
calendar concern may very profitably nsc a series of
l)ietnre post cards to illustrate sonic of tlicir attractive
dcsio-ns.
More frc(iiiently nsct'nl tlian the simple post card is
the card with return card attaclu-d. 'Vhv h.st form <,['
this is one in which there is a hrieC hut concrete dc-
scrijition of the article on one half of the card and
an apj)roval blank on the other. The return card
sh:)ul(] be easy to d< tach. and sending- it should not
coininit the sender to anythino' cxcejjt an examination
of the article. Maoazines have frc(|uently made this
one of the best forms of securing' subscriptions.
Human ingenuity has i)roduced an almost innumer-
able variety of dc\ ices of the niailino- card class. Cir-
culars for dealers an fre(|uently in the nature of colored
folders containin<>- a lac-simile rej)roductioii of an ad-
vtrtisement inserted in some national magazine which
will indicate to the dealer the demand that is beiiio-
created for the ^r„(,ds. Kven such an extreme form as
an envelope of the si/e that is commonly used for birtli
announcements is sometimes found in a IVdlow-uj) sys-
tem. This will fre(iuently be followed by another tii-
\eloj)e of yi^antic size.
IT.'J. Di.sp/d// in jnhhrs and letters. Whatever the
nature of the maihiiii' eireulars, the outside must have
on it son.etbiti;^- that will stimulate curiosity. This is
usu.'dly in the nature of a picture of some kii.d. or a
title, or the fragment of a sentence which is contini.td
nisidc the cii-eidar. If a |)icturc is UMi\ it must nut
l)e Minply some urotrs.jiic cartoon that lias absolutt h
no eoniKction with the ;irti(dc ad\(rtiscd. It ;|i(Mild
be somcthinn- tha! will make the reader lo<.k and lli.il
wdl lia\e sonic >i-iii(i(aticc lor him after he has read
S of
I'tivc
•(I is
11 l<\'
(Ic
illlll
iinl
not
tioii
til
IS
lur-
)re(l
ad-
iii'l
1 as
irtli
>\s-
cii-
tlu-
l\C
S IS
r a
lid
not
tlv
EXCLOSFRKS AM) .MAIMXC
i C.MtDS
o.'jl
tlu' text inside tl
le e.ivular. If it is a title, it slio.ild,
like the title <.| a l„.(,klet, i,e sliort. attraetive and apt
II |)...ss.l,le. It should :,ave the -You' appeal. Haek-
"ved titles like "Look Inside
A H
li"-
n
a\ I)
ided. Miicji hett
1)
aroain," "Stanethiiiu' \
on
M
ISS
Tl
lis.
fw." should I
le
vv -ire titles like the Toll
Vl.nt.$I Will Do,— Story of a Yankee I
ind the like. Tl
owino-
nvention
le re(iiiirernents of fra<>rnents of
tcnees are very similar. Tliev should I
apjiear personal to the read
sen-
)i il
er,
If Y
Tl
le
)e eonerete and
I'ollowiim are
oil
'lew, "On .Taniiarv 17," Tl
the Reason Why," "Hc-ardin^- ^'our Sales
ere s
ter Day's Work," "AVill Your \
papers on Mareh 1(5 r" All these titles anddi^iil
A IJet-
unie
li
e III
should, of
course, he eloselv
the X
l)lay 1
eus-
iiies
to l>e found inside the eireular,
It has not heen found
eonneeted with the material
I" refer to the displav forms f
neeessary in tliis disei
ission
l<tUrs. Man V sales lett
reiiuently found in sal
es
<'"ieerned, merely eireulars. Tl
ers are, so far as eonstruetion u
III lia\
ley res inhk. letters only
"lo- faesimilc typc-wHtin- instea.l of re-ul
'i'liey have head lines at tl
'llier displav feat
ir print-
H' top and frecpientlv
'•(■(|iiiienients for sueh lett
iires in the jiodv of the lett
er
T
the mailin^r (.;,.<.,, |.,,.^ ^^1,,^.,, j
<'rs are very similar to tli
ose
o|
lie cliief diff'i'rene
itside.
c IS that the titl
lave just heen di-'-iissed.
V is inside instead of
IIKI
hat
:&
CIIAPTKK XV!
F'OI.LOW-LJl' SYSTEMS
174. AVrm//// o/ careful plan ning. — Good sale let-
ters and follow-up letters are rare; ^^cod systems arc
even rarer. The plannin^r of a follow-up system re-
(piires scienee })lus experience. The actual 'constru<
tion of the letters recpiires art. The plan is, in i any
cases, more importaiit than the execution; and it may
frequently he devised hy a man who is unai - himscf"
to write the letters. Ik-fore a single letter is wr!^ en,
the system should he carefully determined, or even the'
most effective letters will i'ail.
It must he recognized at the outset that no one system
of fol!ow-up letters is suitaMe for all rases; and indeed
that there are many things whieh cannot he accom-
plished hy any system r,f fol|„w-up letters. Some
writers have advocated the use of four letters as the
ideal numher in a follow-up campai-n; others have
asserted that the hest results canriot he secured with
less than seven or ei-ht. Such statements involve the
Imn'tations of in(hvidual e\|)ericneo. and are hased
upon an inade(|uate conception of the f(,ll„w-up idta.
Some f.,llow-up systems should have two letters; others
should have as many as tw.nty. Sc.uic should' he <m
exptusixc tweutyfour pou„d h,„id paper; otli.r-,
should he ch(ap mamla mailinjr fold, rs.
The method ui ( ach individual ease is hest determined
hy tests a. id experieu(r. These are not always avail-
ahle to a man who is he^ri„„ino. |,is follow-up work.
5a2
FOLLOW-UP SYSTlvMS
533
.111(1 it is unsafe for him to take the experience of others
as a ^uidc. The i)roi)ositions may not he simiUir. He
should, therefore, study carefully his own situation and
■ ill the factors involved. Writers who simply know
what the article i; and tlu ii try to write three, four, or
any other arhitrary numher of letters to sell it, make
fuMjuent nn'stakes and rarely reach the highest point
of ' iHciency.
I7ii. Purpose (tf the sj/stcm. — Tliere are four impor-
tant f.M'tors to he considered hefore planning a follow-
ii() system. These are as follows:
L The pur]<ose to he MCComj)lished.
-'. The cost of the article and the margin of profit,
3. The nature of the ])roposition, ]>artieularly in
icference to the amount of educational work reciuired
hy it.
4. The class of prospects and the source from which
they were ohtained.
We shall consider each one of these factors in turn.
The ])urpose may he to sell the article di.'cct to the
(•i)iisi,iner. Staple articles would not usually })e handled
in this way. The article handled in this way would
usually ')e a novelty or specialty, for which no repeat
nrders coi.id he expected. A long series of letters would
Mdt he used, therefore, cxcej)t in rare cases. Even
the great mail order houses, whether hatidling an im-
mense variety of articles or simply a singk line, such
as elothing or ieweliv, usiiallv find that a loriir series
of letters rhu's Hot pay, in spite of the rejuat orders
they hope to si-eure. T!ie mail order houses cannot,
as a rule, do Imsiness m* "e cheaply than the retail mer-
ehatit. They cannot, therefore, use a long series of let-
ters to secure the initial ord<r. The i-atalog must per-
Innu most of the functions of salesmen.
534
HrsiNKSS ("ORHESl'ONDEXCE
C n the other hand, if the oanipa,Vrn is to seeure
dealers or ao-ents for the artlele, a lono-er series of let-
ters may he fon,.] useful. There are other purposes
vl-h allow the use of a longer series; for example,
tiie purpose ot seeuri„o- advertising-, the purpose of
seeur.n^- eo-operation vvith dealers or salesmen, and
so on.
W Margin of y;ro///.-The n.ar^in of profit is a
vita element If the ^ross profit on a sale is onlv
M.( 0, ,t .s dear that a Ion. series of expensive letters
^•ould not he made to pay. Supposino- the average eost
ol eaeh etter to he 4 eents or .$40.00 a thousand, a
series of five letters would have to produee over twentv
per eent. orders in order to eover the hare sellino- ex-
pense. Ihere is no use in hopino- for the n.iraeulous.
A series of two letters, more eheaply prepared, hut
«.v,no- a stronger ineentive for l,uyin«-, would prohahlv
! IT']'- ..''•"''^'"'^'^^' I'^'Per, improxed qualitv oV
nuitehed-m address, and other details of fi„isi; fre-
quently produee a hi^luM- pereenta^e of orders; hut
they rarely do so at a lower eost. If the margin of
P'-oh .s small, the increased eost of .seeur.ng orders
may he sufhe.ent to wipe it out entirelv. In anv ease
the person who plans a ean.paign should eount upon
avenige response. ,)ot upon extraordinarv response.
1 / / . A aturc of flu- proposition. ^Ahhou^rh the (lues-
ion of n.oney eost ar.d n.aroin of profit is of i„,por-
tanre u, defernnnino. H.e length of the ..unpaiun. it
•nnst noM,e foroo, ten that son.e ean.paigns of afew
i^ycrs on.y are useless. The work reciuin.i to s-ll the
;""^""'^' •;;: l'7P"*""*'"" '-aMnot l... aeeon.pi.slud in a short
;""■ ' :' '^";^^^- ''m<.u.;| of edueative work has to he
I '•''-•'■•'''•lyl;;.^e-unpaign is usually neeessarv. and
't """I'J 'h' '-I'sh to take Ihe results of Ihe first letter
FOLLOW-UP SYSTEMS 535
ur two as a fair index of the number of returns that
may he expeeted from the whole series.
It does not take mueh ar^niijient to sliow the value of
a fountain pen. If the prosj)eets can l)e reached at
all they can he reached with a very few letters — even
one. \\'itli (lictatin<r machines, addressing machines,
and other new and comparatively unfamiliar devices,
the case is different. With thin^rs of this sort it is
generally found that the hi<>hest percenta^a- of re-
turns is not reached until the fifth letter. Frecpiently
the percenta-'e of returns on the sixth and seventh let-
U rs is greater than on the first, second, or third.
liefore the campaign is decided upon, therefore, the
nature of the i)rop()siti()n should he carefully examined
and analyzed in all its asi)ects. The saJne sort of
analysis, by the way, is likewise necessary before under-
takm^- an advertising- campaion. The factors given
l»il()w are the most important in relation to the article
itself in detennininK whether the series of letters should
Ik lono- or short. ( Hy a l()n<>- cam|)ai<rn we mean,
generally speakin«i', a series of five or more letters.)
Is tlie article very novel and unusual:' If it is so
IK w that its use and value have not become gener .llv
Iviiown, a lon<r campainii will probably be necessary.
It. on the other hand, similar articles are familiar, aild
tills particular article has only one or two jjoints of
• ii^lirictive superiority, a short camj)aion will be enounh.
liius a noii-leakable fountain ])en would recjuire onlv a
^!|^rt eampai-n. A '.aeuum cleaner might require a
I'liig one.
U'lll desire alone be sufJieie?il to induce buving:' If
il will not. then a lonu eam|)aign will probably \k-
'Kcessary. Thus it would be folly to try to sell land
11 I'lorida or Texas or Oi I'on to (leople in Ww \ortJi-
y.iG
IJUSINESS ("ORRESl'ONDKNCE
i
i I
luM
it'-
ly ;
east l)y a sliort canijiaigii. Xo matter liow ardently
they nii^lit desire to have a profitable orehard or t'ariii
in one of these ref^ions, they would need to he eon-
vineed of the safety of the proposition before they could
be indueed to ijuest. The same mi^ht be said of min-
ing stoek or any otiier investment ])roposition.
Are there prejudices to overcome? If so, then a
lon<^ eanipaitjn. Physicians, for example, have a
])reiu(liee against spring instruments for man ' forms
of tests. They are more accustomed to mercurial in-
struments, and a campaign tc sell them a spring in-
strument necessarily recpiires several letters.
Is the price high enough to be a barrier^ If the
business man has been getting along without accident
insurance or business insurance, it may be necessary to
use a long campaign to show him the necessity of it.
So, lit "wise, if he has been getting ah)ng with box
filing cabinets, it may take a h)ng campaign to induce
him to change to the more expensive vertical system.
Is the competition strong;' If the article has a
monopoly in its lie' ', because of patents or copyrights,
or for any other rea -wu, a long campaign is not usually
necessary. I f there are other similar articles i?) the field,
some of them strongly entrenched, ])re|)aration must
be made for a long siege. A new eoneern attempting
to sell cash registers, stoves or automoliiles by mail
would need to ordir its paper bv the ton.
'I'hese factors are tiot all that may be considered
before undertaking a eam])ai^n, but tin y are the most
important, so far as the artiek- itself is conei rned. It
all resolves itself into a (piestion of the amount ol
educational work iliat must be done. If the market
is all ready f(ir your aiiiele, if the neid has beeoiiic
general and is nianires', then it would be wasteful to
I'OLLOW-UP SYS'l'EMS
537
use a long series of letters trviiii^' to sell the article. If,
on the other iiaii<l, the a(i\antage of your artiele is
not immediately apparent, it would he e(jually unwise
to .',e'd one or two letters and let it gx) at that. Your
|)ros])eei.s nuist be educated up to the point where they
will huy.
17H. Cldsscft of prospects and lioxc secured. — The
nature of the follow-up system depends also to some
t'xtent on the kind of peo})le to whom it is sent. The
eonstrnetion and tone of the letters and other material
to he sent to different classes have already been con-
sidered. But in 'iddition, the len»th and nature of the
tumpaign differ wit!i different classes. As a rule, it
may he said that the easier a name is to obtain, the
harder the work of the follow-up series, and, therefore,
the lon<ier the series, l^roniinent business and pro-
fessional men and dealers have their names on so many
[)ul)lished lists that they are comparatively easy to se-
cure. These men, therefore, receive a lar<>e amount of
mail. iVny proposition ]>rcscnte(l to them will receive
r(.lali\ely less attention than the same ])ro])osition ])re-
scnted to the workingman or clerk. For the latter,
one or two letters may be enouijii to secure all the
r('sj)()?ises tiiat are possible; I'or the former a lorifi-er
cainpaign and one entirely diff'erent in character is the
I'fiK- kind woi'th consider'nu".
it also makes ;i ditfei'en<'e how the list is secured.
A man who has replied to an advertisement is worth
.1 lon;^er series, and should receive a longer series, of
lollow-uj) letters thiui a man who has shown no interest
111 the proposition at all. If lie has sent a few cents for
1 l)ooklet or sample he is even moi'c valuable. There
:ire exceptions to this rule, of course, but within the
• iMie class of j)-ospeets it holds i^ood.
-J
■I
»38
lUJSINKSS COUUKSl'ONDKNCI.:
^
The
source of the irKiiiirv is jilso a factor. A mail
order piihlieation may i)ro(hice iii(|Miries at five cent^
apiece; these are of less value i)rohal)ly, at least ' )r
the purposes of a business man. than in<|uiries produced
Ml a more e.\})ensive i)ul)lication at. let us say, tiiirty-
five cents each. In the latter oroup there would
prohahlv l)e fewer curiosit
V seekers.
ver-
it>
From this it is evident that the nature of the ad
1^- cami)aiori has some etrect u})on the natin-e of
le follow-uj). If the policy of the
tisir
tl
concern is to insert
ach
ertisements in publications that prod
uce m-
(juiries at the smallest nossihle cost, it
may produce a
ess incpiiries.
lar^e proportion of comparatively worthl
If, on the other hand, it wishes to concentrat
class which will provide the largest proportion of
buyers, it may use certain trade or class i)ublications
upon the
that
produce in(|uiries at a slinhtlv hinher cost.
iiKpiiries deserve a lon^-er follow-up ser
uc
les.
Tl
le advertisement itself must be tak
sideration. Mystery copy — that i
en into on-
s, copy that j)i(iues the
curiosity and does not tell much about the article— d
not produce in(juiries that are so valuable as those
oes
pro-
[ duced by coi)y that tells mor.,' about the proposition
The latter class of
nu|un-ies is worthy ol' a longer f
offow
up series than the former. Si
)me advertising men simply
re-
icn.
set out to ])roduce as many inciuiries as possible. 1
quently they do this by misrepresentative cojjy. Tl
d" the follo\v-u|) system does not produce satisfact
suits, they put the blame upon the sales departmenf,
whereas in reality the advertisement was at fault.
Hy way of summary, then, let us say that the follow-
up system de|)ends ujjon the follouin'^' factors:
1. The purjiose of the system.
2. The cost of the article and the marni,. „f profit.
FOLLOW- i;i' SYSTEMS
539
.•{. 'I
lie nature of the |)n)i)ositi(>ri, i)artioii]arlv in
n tVreiiee lo tile ainniint of edueational worl
lev are ^eeured.
!■. Tlie class of j)ros|)eets. and how tl
I71>. Til pes of folloxc-iij) s//.st('m.s.~'V\Hvv are t
types of f()llo\v-ii|) systems: the eanij)ainii svst
wo
main
.iiiil the eontiniious svsteni. The
em.
onlv one \w ha\ e thoi
(1
eampasoii system is
rou^hlv considered in the
rhl
.ailier discussions. This is a definitely planned series
•III hen-innino- to end. The whole theory of educat
Ir
ive
work rests n|)()n this form.
Tite continuous system is not so definitely ])lanned.
In many cases it is simply eo-operativc in nature. It
rps in touch with dealers and with advertisers- it
Kt
Liives them timely news that is of imi)()rtance to them
111(1 to the writer; sometimes it nu relv "ives them what
i.ulit he called the
MHiilar to the "I
iiliui
iiaiH
1." I
n purpose it is
louse oro-an or magazine issued hy
some concerns, and in many cases th» house or<)-an ulti-
mately takes the place of the follow-up letters.
Some concerns of course, use the continuous
foil
o\v-
s. /Vn ocean trans-
th
1 wi
lip in dealing- directly with customer
pnrtation line, for example, would keej) in toucl
prosjjcets hy a continual follow-up. and call to <:heir
•itfention the different trips that the company is ar-
laii.U'in^-.
\\itli its clients
In the same way a hank might kv^'j) in touch
ri
lere
is another type of continuous follow-up that
1^ sometimes called a 'wear-out
series.
Tl
lis IS a series
{•('I
M lit out to a list of prospe'-ts until there is no longer
Miy chance of securinu- [hv order. It is hest used in
mection with stai)le articles, like furniture, which
li.i\e few talking points. Its success de|)en(is largely
i'|'<"i the timeliness and the force of the individual
IJter.
j.Mi
MICROCOPY RESOLUTION TEST CHARi
■ ANSI ai.d IbO 'lSI chart No 1
1.0
I.I
130 "^^^
I" 1^
IIIIM
1.8
1.25
1.4
_A APPLIED IM/1GE
.340
BUSINESS CORRKSPCNDFA'CE
In the "wear-out" I'ollow-up there is no climax. Each
letter is a direct atteini)t to ^t>et the order; one from
one an^Ie. .\nother fp .' another. The letters may he
written hv many different persons and each one is in
effect a separate pro})osition.
In selling- a set of hooks hy this method, f(.r example,
one letter mi^ht emphasize the pleasure of the family in
havin^^ a set of "Handy Classics." It would appeal to
the parent instinct, and the love of ^ood reading. An-
other mi<4ht appeal to the i)ride of havin<^- heautit'ul
thitigs. Still another mi^ht ai)])eal to the har^ain in-
stinct. Xo one of these a))peals, perhaps, would reacli
all the i)ossihlc hnyers. Together they get all the ])()s-
sihle huyers: they get every hit of juice out of the list.
The hest feature of the "wear-out" series is the ])os-
sihility of stoi)ping it at any time. Vet it sometimes
hap])ens that one letter shov.s a loss, and the next one
from a different angle sliows a considerable ])rofit.
180. Pldtiniiu/ (Iw iitdhidiial in(iiliii</ y^/Vcc.v. — The
other factors in the system to he considered are the
number of i)ieces, the n;iture of the pieces, and the time
between them. The number of pieces has already been
sufficientlv consideretl in the analysis of the factors de-
termining the system.
Tlu' nature of the pieces depends largely upon tlic
class of prospects, but is affected to some extiiit by tlie
otln.r factors. 'I'o women, professional men, and most
conscrvati\e people w bo ;irc not I'amiiiar with business,
letters are likely (o be most iiseliil I'or all tbe mailing
])iee( s. '!'o busintss mm. pait ieulaily dealers, mailing
4'iirds and I'ohk rs ar( oftt ri e.jually iist ful sometimes
m(»ir useful. As a rule, the i;esl eifect is secuicd by
u >ing both in the scries.
'I'he kind of pjiper to be ustd and the class (*!' postage
FOLLOW-UP SYSTEMS
541
nrc sii])jccts of nmcli argument. Some authorities in-
sist that first-chiss postayv is the only kind to l)e coii-
>i(l(rt'(l, and that the hest paper is none t(»o o-ood. The
(iillieiilty with sueh authorities is that they are eon-
^l<h■rin«• only their own tastes. 'I'hev are not lookiiiir
■I I the (juestion from the reader's point of view. Let-
I IS to ])roi'essional men and to l»nsiness men who are
hard to reach should he on jj;(H)d pa])er. Kxperience
has proved. Iiowever. that it is unneeessary in reaeh-
iii^' the avera^-e small dealer or people in the great mail
Older class. First-class postage is likewise nnnecessarv.
Letters to agents and house-to-house canvassers in
the country may he on the very cheapest grade of paper.
.Man\ firms contend that it does not pay to use any
lutter. It certainly is a waste to use expensive high-
grade hond paper Tor this ])urpose or to go to the ex-
hdiie ol' using pers(»nally-typed letters. Like every-
thing else, the pa|)er used and the general appearatice
dt' the letter should he in keeping with the character
of the j)erson to whom the letter is sent. It is well to
make a test on a small list in advance, when it is pns-
sihle, to discover whether high-grade paper produces
enough greater results to |)ay for itself.
IHL Timi' clcincnl. The lerigth of time between let-
ters in a follow-iip series is detcrnH'ned hy the nature
• if the proposition and the sectional distribution. If
a strong appeal is made to the impulse, especialK an
ajipeal to the bargain iiislinel. ;( shoi t time between
the letters is most efl'ecti\i'. in ;i series of letters to
secure agents for some novelty, for e\ami)le. (»ne week
or even less may be allowed to «|;ipse between the let-
ters. If, on the other hand, the |)roposili()n is one that
ap|)eals primarily to the mind, and a large am<tunt of
educatixe work is necessary, a longer time should elapse
541
lU^SrXKSS COKRKSPOXDFACK
II
I
■I
I'ctwcrn the kttrrs. s„ as {(, uivc tlh pmspcc-t ample
opportunity to think llic matter over.
Thf natni-f of tlir prosjKrt lias some inflncncc-. Let-
ters t.. a farmer may he Inrtlu'r apart then letters to
;• iMisiness man. Inr the reason that the farmer does
m)t eome to a deeision so (jniekly as the luisiness man.
The later letters in a series, as a rule, should he sent
at lono-er intervals than the earlier letters. This is l)e-
cause the man who aets upon the early letters is proh-
ahly aetin-.' upon impulse: whereas the man who aets
upon the later letters is aetino^ „,,op. reason.
In all ease- suflieient time hetween letters must he
allowed t(. enahle the prospect to rei)lv. A follow-up
letter should not eross a response. The seetional dis-
tnhution of the prospect should therefore he taken into
aeeount.^ A series of letters from a eoneern on the At-
lantie Coast to people wlio live beyond the Hoeky
Mountains .)r west of the Mississippi should he sent at
Jon^'-er intervals than one to those who live in Xew
Kn-land. A letter that ofl'ers some speeial induee-
ment in the way of a j)remium or discount should al-
Avays wait longer than the other letters in the series. If
it reaehes a prospect after he has already sent his order
on the old hasis. he is likely to eomi)lain.
In a co?itinuous series of folh.w-ups. whether of the
"wear-out"' varidy or not. the len-th <.f time hetween
two diMVreiil letters is a matter of less impcu-tance. A
more imp..rtant iliin.u- is to see that eaeh letter is timely.
In writinu I,, d,ai(is a few months hefore Christmas,
for e.\ami)l.'. .iltrntion is called to special holiday hoxcs
uhieheau he s,,pp|i,.,|, | nvril ii,o |(. • juni in the sprm-
a remin.h r may he >j^nvu <.f Ihr ad\ isahility of olferinM'
special vacation h;irnains in s,,i,ic |*articu'lar line. In
\Mn\uir io dealers ucneially. a continuous f.,||ow-np
FOLLOW-UP SYSTEMS
543
series sh().i)(l l,e linked up very closely with the advertis-
ing^ that is heiii<r done nationally.
This matter of timeliness is of extreme importance
m all forms of advertising- and follow-nj) systems. It
• Iocs not pay to send an extensive follow-np series for
furniture in the sprin<r „r f,,,- f.,,.,,, implements in the
fall. In most fields of husiness the summer is a had
time for results. The winter is usuallv l)etter. In the
\Mnter, however, the holidays must he tarcfullv avoided.
Letters should he so timed that they will not* reach the
reader either on the day hefore or "on the dav after a
iiohday. Most concerns have found it advisahle to avoid
tlio first and fifteenth of the month, as these are the
days on which hills are most likely to come. .Alonday
and Saturday are usually poor days, especiallv in reacli-
mo- husiness men. As a Hnal sun^oestion with" reoanl to
timeliness it may he said that all irujuiries should he
answered inunediately. One successful mail order
liouse has the rule that every letter shall he answered
the day it is received.
182. Ti/pical .s//.sfcms'. -- The ^reneral su^rirestions
«i\en ahove will he made clearer hy a fcsv concrete ex-
amples from the (liferent types of I'ollow-up systems.
A sin^de letter was u ,ed' to sell a little hor.'k of rail-
road stories to a list of station agents. The price of
the l)ook was ten cents. The letter was cheaply got-
ten uj) and there were no enclosures. Its chief" merit
lay in the fact that it was adapted to the reader in
lano-uanc .-nid tone. It secured over twcntv-five per
cent, returns. With sndi an article a lonner "campai-n
"-'liM have heen impossible. K\en this letter would
liave cau.sed a lo-^. had it not l)een for the splenditi
iiumher of orders secured,
A Detroit pul)lisher used a series of tw(, letters to
i !l
o4i
BISINKSS ( 01U{ESI'()NJ)E\(i.:
'k'
i
\m
sell a hook on advcrtisincr to members of advertising^
clubs throu^diout the eo.mtry. The price of the book
was ,t;j.()0. A eheap ora.le of bond paper was used
and thn-d-elass postaoe. A eirenlar was enclosed, -iv-
in- a sumn.ary of the contents of the book and a few
expressions (,f opinion of prominent advertisino- men
One of these was in the form of a fae-simile letter
More expensive })aper and first-class postaoe were tried
but (hd not yield results sulfieientlv lar«e to i,av for
the increased cost.
A larye telephone company used a scries of three
letters to induce subscribers on partv lines to chanire
to the dn-ect line service. The letters were verv short
but were on hioh cpudity paper and the fae-simile work
was perfect. Every device possible was used to secure
case of answerino- and a lar^e pereentaoe of response.
iMrst-class postaoe was used, and in the third letter
a small pencil was sent t.) be used in si-nino- the return
card.
• A manufacturer of business devices used a series
of five letters in sellin^r his k-adin^r .U-vice. on which
he put a pnc-e of 81.7:,. Circulars Mere enclose.l with
the first two letters, which were sent at intervals of ten
(lays. The other three letters were sent at intervals .,f
htteen days and each o-ave a special offer. The entire
series produced the remarkably JH^j, pereentaoe „f 7:,
per cent, orders. The laroest p.rcentaoe secure.l on anv
individual letter was on the fourth, with ;U per cent "
A manufactunr<.f devices f<.rcurino certain phvsieal
delormities use.l a s, ries ,,f cjohf ktlers, sent out at
regular mlerxals. Th, last on<s went at h.noer in-
tervals than the earlier ones and each containcfa spe-
;;;;'[;;'';;■•.;;' "'^' ^-y "'■ iv<r n-iais. ah w,,,. lae-simiie
■'■■ VV-^ vi;..; ..= ;-.-....... iii.it^.i,;,l aiHl t CSt illK l| I lajs encloScd.
FOLLOW-UP SYSTEMS
r)4."5
For an adding- machine a scries of twclv
e mailing
a lew
])i(res, all in printed form, was sent to business houses.
They went out at intervals of two weeks. The whole
was arran^rcd in the form of a campaioii and each mail-
iiiL^- i)iece took up some particular point of superiority
.if the machine. It was found that the i)rinted folders
were e(|ua]|y as effective and cheaper than personal
k-tters.
A business magazine uses a contitiudus follow-up of
iiidefijiite extent to secure advertisin'--. The chief points
of distinctiveness are the timeliness of the different let-
ters and the facilities (^iven for ])rom])t and ready re-
sponse. Most of the letters are sent just after mid-
winter and mid-summer, in preparation for the two bi^r
iidvertisin^- issues, .Alarch and September.
An ocean transportation comi)any, makinfr a s])e-
cialty of trips to various points of interest, uses a con-
linuoiis follow-up with its chief activity at the begin-
nino- of winter and the late spring.
A manufacturer of a sj)ecialty in the line of housc-
iinld furmtin-e uses a "wear-out" camj)aign on iiupiiries
received through mad order advertisements. The later
letters are usually in the form of s|)ecial offers just
Infore Christmas or at other important times.
18.'}. S/i.stciu in cliccl'uKj results. — \o matter how
carefully a letter or follow-up system is prei)ared and
j)lanncd, if it involves any c()nsiderai)le ex|)enditure, it
should be carefully tested before being used on a large
scale. Even the most exf)crt judgment sometimes goes
astray. The opinion of a critic is of no value in com-
parison with results.
The test of a single letter is comparatively simple.
Let us assuniij th.ut ilu' '"ttfv i^; }?>. I-- .:;t>.f .-.:;» f.--. -. i-:.-f
of one hundred thousand names. After it is prepared
iv-;ij
»!-■-
n
\
54G
it is sent
rand
sulti
on
BrsiNESS (OHRKSPONDKxcK
oii^ lo a sjnall nuinlKT of
1 'Voni this list. Tl
names clujsen
n^ from tlii;
le percentan-e of ord
"e taken as
preliminary eampaio-n ma
peeted from the whole li
in approximation of tl
ers T
V nsnal
A similar test
pre|)ared for the san
of the different lett
St.
is made \vl
le resnlt to he e:
icn several letters have hee
her of orders ohtained I
le p.irposc. The relative effie
nn he determined from tl
ers e
lene
■'iize. Sneh a test ean I
v t
aeh fi
le nun
">i lists of the sam
cffi
cieney of first- and third-el
>c' used in eomparin^r the relativ
relative efl
not t
K
leney of different kinds of
tss postao-e as we
as tl
eo
py. It
o con.pare too many faetors at one time
IS W1S(
this is done the difl
fo
r II
tl
ie wron<r eanse.
ercnce in result may he aserihed t(
;ire should also he taken to see that tl
'listrihntion t,, whieh the t\V(! jctt
10 ^eofrraphieaj
tl
le same, if one left
ers are sent is exaetiv
iuiiple. and anothe
or were used in III
dueed the
!• one in (ieoi^ia, the
inois, for ex-
one whieh pro-
tion
•■^■^iter results uiuk r those different eondi-
s mio-ht not he tl
effeetive in the entii
le one whieh would he tl
Tl
e eountrv
10 most
10 simplest method of det
])roduees th" greatest
different eolors of ret
olo
orminino- the letter whieh
.■inioiiiit of results is t
sures. Letter Xo. 1 mi<'ht 1
urn envelopes or reti
o use two
U'n eard en-
and letter Xo. 2 a hi
L'loSl
lave a hrown enelosur
uo oneiosure. If the I
Closures returned numhered fifty and the hi
"''' '-^t'-'nod numhered one hundred, it micl
irowu en-
fa irlv
letter Xo. 1.
assumed that letter Xo. 2
ue en-
it he
was twiee as m),),j
as
Instead of different eolors for tl
«'y may he used. This k
ure.
'tt
**!' I \r* »-»» *i »»!.-
envelopes, some
oy IS an meonspieuous Hy;-
i'-ii-r,i ijpoii Uic return envelope,
.. T
FOLr.ow-rp s^-s^l:Ms
Soinetinies it is a part of the add
liave been
(.■Hicicnc'v
tlie niini-
tlie saine
(-' relative
c'll as tlic
It is wise
le, for if
crihed to
H'aphieal
i exactly
for e\-
lieli pro-
t coiidi-
lie most
r wliieli
use two
ard en-
it'losiire
wri cn-
iie en-
i^dit he
I'ood as
. .some
us Hy:-
^elope,
81, Desk M, or the like. Tl
ress, as Dept. A, H
ooin
aced
le same "key" should he
placed upon the order hlank, so .rs to pro^•ide a douhle
nuaus of cheekin- up returns, and to make unmarked
orders less numerous.
The number of letters sent out in the test shouhl be
.nihcient to provide a safe basis of comparison. One
tli.'usand IS usually enouoh, „riless the i.ercer)ta..c of
r. phes IS likely to be very low-sav I or '2 per'cent
n this IS the case, .5.000 or more letters may be neces-
s.iry. It must be remend)ered, however, that* the results
linni 4,000 letters are only ttcicc as accurate as the re-
Milts from 1,000-not four times as acc.n-ate. .Ala.iv
concerns find .500 letters of each kind sufficient for a
test.
184. Itemized costs.~A test is comparativelv value-
less unless an accurate record of eosts and results is
kept- At the end of two weeks, unless the letters were
sent to distant i)arts of the country, it is usually pos-
sible to compile the fi^mres an<l determine upon the best
letter to use in the whole canipai<rn.
The followin^r table of fjourcs will show the itemized
cost of 100,000 letters with circular and post card en-
closed:
J'o.st of lOOM rircuhu-s, in two i-olors. s\y.v 101,4 x
H in., inchuliii^r compositions, {iivss work, cloc-
/'■'"'/'^'" .$285.00
< ost of folding lOO.M .•irculurs, four oprraf ions, at
20c. por M for oacli operation, or HOc. p,,- M . ^q qq
Cost of lOOM ,.tlv,.In,H.< , ' ■
,.,,,, '•' 14.5.00
< ost of a.l.inssin- lOOM nn..|o,Hs at .$1..50 per M ] l() ()()
I'ost of lOOM letter lu.His (with imprint) no.OO
Cost of
composition on k^tter, ()(> lines at .5
)C.
per I
me
5.00
.'J.;30
yp
IjJ?'
I ' T , i
m\
5^8 BUSIXESS (OHIU:SI'()Xl)i;X( K
200M shotts at OOc. per M
r.^t.w-thn.o-)ino'WMHn.i,ron'iooArM;;;;.; ''"■'
•p-i- <•) per .AI
f">t or f,„-,i,„ii,. »i.,„:,h,... ■;„;■, ooAi',,:,,,:,;',,, ""'■'
li.in.l. ,it --„; |„,,. j[ '■• ">
cvt..rf.i,ii„«.,ooA,,,,H;.i.:; ,,:,;;. ■,,,:;,;,; :,;,,-;,;; •■'•"
;;;;',;''■;'"'''"•■■■ f-i'i^ )••■•»■. i«.. M ,,,. ,s,,,
WMn.„-,i„,,,,, ,,,,,,0 ,,,■,....., ,,t ,„,.,,„,,,,„ ^,,^.
Cost „f .,e„ii„, Vno,ro,„;.,;.,„;; ,, „,,:. ,;,:,• ;„ ■ ■ ■ ; ■ «; ■ ;«
<-.«' ..f i.o,„.,.. „„ ,ooM ,.„t..r, ,„„,,,!. ,„,_„.;,t -"■""
stamp '"^
T, , , 2,000. 00
1 otiil _______
$'J,H2H,;J0
ol the letter itemized above is about $.38.28 pe tl o,
sand. A test of .-,,0()() letters produeed VU ^
J^.*3 40 e-ieli Tl, > <• ii n'"(JWcc(i i.j] orders a
thelt n, nm ^'""^' ^'"'"I'^^^^io" indicates hov
tlK .u t pioht per order is determined.
LKTTEli NO ].
(Letter H i„ Sootion 1,58)
H( ccipts.
1'51 orders at .$,'3.40 viu-\\
Cost to mail .5,
000
•T-'"' • ^io per .\i
J-\pcn(liturcs.
•■iifular letters at
$44.5.4(1
$191,40
180.00
275 . 00
75 . 00
80.00
150,00
60.00
20.00
20.00
2,000.00
:-'J,82H.;j()
ed even
ern. It
r)ni])any
'lie co.st
T tliou-
■dcr.s at
tes how
!445 . 40
FOLLOW I^l» SYSTEMS
Amount MxfK'rukd in Filling Order.
Cost of L'Jl cojiirs of the Gainsborough
fiicture jit ,'};3c. each ,^ j,;3 03
A\.ia^ro express charge on liJl shipments
/'^-^'- ^''"■'' 36.68
( o^t of 6 collection letters on the li^S or-
ders at an a\erage cost of 7c. j)er order. 8.96
Cost of L'Jl .sets of Iloffirth's i)ictures at
50c. per set .... ,.r -,.
' 05. yO
Amount to be deducted from each of the
1.'31 orders (about ^> pvv cent.) for loss
m orders— ave- .re loss bein<r 8c. per
"'■''^■'- '. ■ 10.48
Total amount for L'H orders
Pro/it —
Net profit per order
54:)
$356.25
$89.15
.68
A similar (•()nij)iitati()n will determine the total profit
and net profit per order of eaeh of the other letters in
the test. If the eost of the different letters is ap-
proximately equal, the comparative net ])rofits will in-
dicate the relative efficiency of the different letters.
Ihis IS not the ease, however, if the costs of the various
letters differ by a considerable mar-in. Let us
illustrate.
It is evident that considerable savin^rs minht have
i>een made in the above letter bv the use orcheaper
pa{)er and the one-cent stamp, and the omission of the
"latched-m address and the fac-simile si-nature. The
number of orders produced, of eo.n-se, would have !)een
nuich .smaller. It is ,,uite ijossibje that it would have
been .so small that the total profit wouhl have been less,
even thwugh llic iict pro/it per order mi-ht have been
greater.
I I
550
BUSINESS ( ()HI{i:spom)i.:xc:e
ll^tS i
Suppose, /V,r exan.plr, the cost of tl,c letter had bee
rcduee,! to S.o ,,,, H.nus.,.,1, l.,.t that 5.000 e u'
1- .K.. n,, HH> on,e,-s. iieeeipts .o.HU then [:;:
UNO. Assunnn,. fh. other itc.ns to W the sanu
t'"^ tola expen.h.nres m.uM have heen .<^-.>(;t 85 Th
;||^I-.htperonh.u.a,hlhaveheen75eenl.hut
J^^ap,.of.,,,,,nu. 5.000 h.tte.swouhl have heen <.
•."•1-- lli.s eornpares with 08 cents, net profit nei
orderjaa total profit ,,!• 8HfU5 in the prevj.s 'ir
Ihis n.ereiy .n.lieates the fact that when the eosts'of
tuo etters are <htf,,.ent, the t<,tal profits for a ..ivrn
nuniher of letters n.ust he used -is a I -.si. ,.C
instead ol the net profit i)er order
385. Tr./s in fuUm,-up aun puhjus.-^U is not so
eas> to n.ake a test of a series of letters used to follow
;i-'.<l--Ks. It can he <,one, however, ,.v nsin^ t :
:^;';;L!:ne;;r''^''"'''^^
ou?'' ?" -^f ";■;"'* "'"'"' '■'^ "^* *''^' "^"t-n^'ous or "wear-
as a has.s for the construction of the next. For ex-
;;n;p e, a senes of ten letters was sent to a list of ah^^t
:t ;::r7^'^';'"^"'"-^^^'^"^^- ^^'-y— ^aiied
HlK. had no responded to previous appeals. Three
different writers worked on the series.
T!u. Isf Kt(,,-iH-nn.|,t y,„.r,.,.Mt.
^'H"' f.M l.tf.rhro.inlit ii ,,,.,.■ ,.,.„t.
'l"l'- Itl'I'H.rl.n.uol.MH ,„,,,„,'
TIh. 5th Irtt.T hn.nol.t «, ,„,,. ,,,„t.
Tl.. Gin hirer bn,u-lit J) per cent.
^
FOLI.OW-UP SYSTEM''
651
had been
')() letters
■ lien lijive
tile .same,
H.). Tlie
'. I)iit the
)eeii only
J'ofit per
s ease.
■ eosts of
a f)iven
iiparison
not so
1) follow
in^' two
ino- the
i)d to he
sequent
"wear-
)e used
'^ir ex-
f about
mailed
I those
Three
J
Till' Tth Ifttcr 1)1- .i|(i|it S per cent.
Tlic Stii !,.|trr hr .iin-Iit 10 lur cent.
The !)tli letter 1. 1.111^1, t I ,„,• c.iit.
Tlie lOtli Iett( I- liroiin-ht r, p,,|- c.iit
Tt will be noted thai the third letter pM-odneed the
remarkable return of 20 per eent. The psyeholo<.y that
.Kcounted for its sueeess was then earet'ullv siiidied,
and the fourth follow-up was eonstrueted alon<r similar
lines, but with more intensified appeal. This produeed
1« i)er cent, retm-ns, whieh is even more remarkable,
in view of the fact that the field had been well covered.
It cannot be too stron<>ly emphasized that, whatever
line of business you are in, you should keep a careful
iceonl of the results '.f each sales and follow-up letter
you send out. Collection letters may also be tested.
Xo matter how carefully you analyze the situation, von
cannot be sure you have the best possible letter until
you have seen and checked up the returns.
The i)rinciples of writing- letters set down in these
]nio;vs have been tested and found to hold good in the
majority of cases. They are far less valuable to the
individual concern, however, than the results gained
from the concern's own experience. If these results are
accurately kept they will be as valuable as anv of the
accounting records in the office.
^m
h~-
iii-'i
Cir.M>TER XVII
AR(il MKNTATIVK l.KTTrilS
J-ol !"/""•'{ r"'"'"'' /'•■■"'''""•'-"'I,c„ a man has
' •„, '''•'"'''"■'< >■'"•'■ l^tt>-.-- I."t ,locs not p,„rl,as,.,
,'"•""''■'"■': ■ i.u.kc.s M.m.. r,„th,M- i,„|„i,.v. II
■■'::;,;■"""""'""''•'«■"""- ".,.,,,„„;,,„,',„,; ,„,|^^.
Th.TclV.rc, in ,„.,lu- that tiK.e n.ar-sale.s „,av be co„-
m-«unK.Mta,,.c. !..,e« n...n,l,l. , Ik. sales a,,.l r,,Ml„,,^
'"V" "" ""-■•■"■-l''"'"'l'"^'l--H-Hass„C,„.„,,l
'"t'""M„„l..„„liW,i„al. TI„,v,,,v,.,.al.,-,.a.iU.,,il,;,.v'
':'""" •■"■I"-"'' <■"'"' "'"■'"••"'■ ^■"1, ,„,. I, -vin., „,„..,..
"« n...-,ls, a„.l sl.mv /„„, that l,e .,„,„„, ,„r„;,,| ,„ ,„.„,|^,,,
Ihi- iirii|)(isili,,ii yiin olVcr. "
, "'■■" ';:- ';''■"■'■' '- ■■-»> ■!"<■ l- n,is„n,l,.,.s,a,„i-
l ■ ■'"""■':':' -• in raili,,«l.,,..|,lain ,„,„■,.
■ ■";;"\[":"'"'^"'""^-"l'l"-.v,„, ,„„,■,.,.,|(„sl„m■
"'•"■'■•■'II.Vlf ,s|,a,l„„.arK a,la,,l,,n„l,isn,r,ls
l»'i"™M-sh.,Ml,ly,>„s„a;,,.sl llial l„. has ,„ls,„„|n-
Aii<v,n,|,lr„l llMslatalluM,i„l',l,s,.,„„.|,.svislle. M-
low III n-:
AHGUMKX'I'ATHE LETTERS
o.y.i
man has
e is luill
)iiiv!iasc,
t to deal
>CS soiiir
irv. I f
nil Miakf
be coii-
to use
purely
Ilow-np
people.
n'iloi-\-.
)lve ilie
to meet
IK'^leet
iu ti!a\
■slaitd-
I iTiore
) slio\',
iikJci
[)i(lit\.
le loi-
Di;.\K SiK : —
\()u have cvaicntly misunderstood our proposition. \Vc do
not claim that the .uaterial ue put into our $50 monev-d.an.ror
costs us that. We otfer you .$.5 worth of metal and .sir, worth
"f l)rauis, and a ,nan who would rather have .$45 worth of metal
.uul .$5 worth of brains is just the man wlio needs all the brains
lie can get.
Tl
lis idea i.s good enou"h, hut tl
would aidagonize almost anv 1
188. Mcctinir iJw oh
le way of putting it
possible, the idea that th
nnnan being.
jcctiou. — It is best to
avoK
lei-e IS really a very strong ob-
.l^'-t"'" to be met. JJut sometimes there is a real issue.
In sueh a ease, begin by agreeing that he has reason
''>r his posdion, and saying that you would probably
Ic-el the same way in his ])laee. Then define the issue
as sharply as jx.ssible. .Alake it a yes or no question.
Help him to answer it.
Fre<piently a good way is to show that the objeetion
itself is, after all, unfounded. It is based upon a gen-
eralization from too few faets, or he has aseribed a
wrong eause for the effeet he has observed. Or if he
has the testimony of others against the proposition, pos-
sd)ly their testimony was ineon,i)etent or biased. Kx-
pose the I'allaey of his reasoning; break down the
"'•.i'<''i'>ri. Then you ean give new truth in its plaee.
One of the most fre(|uent objeetions is: "I have
tried something ni' the kind, and fonul that it didn't
pay." Sueh an objc-tio,, may be .-inswered bv showing
tliat there -.re really great diH-frenees between this ar-
ticle or })roposition and th,- others Ihal seen, to have
M.me similarity. The resend)lanees are on lh<' surlaee;
the diHerenees are underlying and essential.
'i'he prospeet says, for e.xample. that advei' ,in.'- does
554
BUSINESS CORRESPOXDEXcE
Ijii^
'■* "ill «aoh the !,« „i f "■ '" ''.'"l"-'^- '«<•■■•"-■
V"n i,„ek this ,„,,''''"'"' "■"^''^■» '" ""^'re,st.
""■-"-inhiriL ,:::;'''';■'■--'".- .,otw
about the value ,.f ti> ' ^'* ^"''^ scrptical
-Hi were c™;!;:,;:,, *'"■ '''■''''"■^'''"''' >-'''«..«. it a .rial
'"'■ '"-.^ i.'ai,ihtv- 1„ . t r' '."""" '" ""^•'-'^■»
.si.e„,hn« a "; , X , o :'""""' "''"■'•'*• '— I"' ■»
" j-i'^««L (icai of iiioiicv /^ii> .lit i-
ti""« to his plant. v„„ a e tt th '^ '""'"'''''■•
"il>acitv „f his plant ,,.;ii ,"'"'*''•'' 'l'"^ "H'lvasf m the
of iiK..ss «hi „ ;; ;'-l'-7,«"l-"t ti.e i„o,.ea.se
car/ta,i.,.dinsnn:.f' ''::•;; '•;■/'''"■';'"'■'«■ "'=
«iat the future „f l,i„„,l( , , '""'''' '" ''"l'^'-'
i."i-.ant a n^te,":':';': X!:: '"'""■^- " --">■ -
,,, ,.,^.,^,, N .(. .hepsvela,,„,,ealen,,,n,=
lMMMlon;.tr,.pe.i ,, , , -"-'li' ""<•.'" ah
■■ •" i.is .i.;:;;:,;!;, ::::.:';;;,:,:'-;"• ; r
tion. ' ui.i ..u.h ill. sn,.„(v.,C..„o,,„„„la-
argu.mkntatim: li:iii;i{^
ooo
189. E. ram pics.
Mr. W. I\ Smith,
Iloho/itii, X. ,/.
I)i Aii Ml!. Smith :
March 8tli, 1909.
W
■ ippivciaU' the stand vou tak
l(i. and nm-w witl
iiK' -ue for thf I
ik
I Ike vour si(
le wl
It'll
e in your ktter of March
1 you whiii you say tliat our proposition is
■)t-'ginncr. i\w promoter, etc-. Wc will also
.vou say tliat your ktttrs have brounht good
iv-ults. But we want to convince you that
^iilt> for vou.
goc
wo can get better re-
a oeneral rule it is true that a cerl
kiMiu Irdu'i' is n
ain amount of tei'hnlcal
ecesMU-y to siH any article. This last statement
particularly applic,il)|e uh, n you >l,ut out ti
lit
e insur.ince, niachuierv or anv oti
> Sell such a thing
ler
-laiidardized hv long ii>
proposition that
IS
ige ami
pie whom it is sought to inl, i-..,t.
We have not tried to g( t
eliiiicrv manufacturers
well under-tood hv the peo-
uiv lite iiisurai
e companies or nia-
our clients for the a!)ove r
^ our edge tools are known to every hardware iohl
ern States. Do vou sell to all of then
easons
)i' those who are not
|o1)Ih r in the Ivot-
Ndt (piite, and a lot
)t your customers are worth gnttiiin, ''H'' Hiey
not.' 'J'hey will yield to a systematic campaign. 'I'he per>i>t-
rit and systemitic >aleMiian makes the hesf showing among joh-
>' I- liuf it will not pay you to keep a man travc ling after vour
e Us w rite them lettirs if we
can get any nasonahle amount of results and
iiard cases. It will pay you to hav
«e can.
\\
tin rou-
took ( harge of the Dowddi I'owder Co.'s d
vnaimle and
ycerine sales in I Ik l{o(kv AIi
am Stales a viar .igo
uare iiilihe---, and giiier.d ston
III We are at llll. ft v
lo give
( these liiiis are sold to hard
kiepers ) and w liil( ue do mil f, ,1 I
'Mit the (igores wr lia\. as h, the incPeas.' id' sal
'"'" "'' -"I'iMg- e\p,nse we are sure that fh.' !)..«, I,,, ( '„.
"ill not refuse lo give you the informal ion. Write ,tnd ,isk
es .111(1 |i iluc-
Ei
ii
Now 111! 11 w.' have made a succ
ess (d'
Ig e\p|os|\,s for
55G
RrsiM.:ss(oHK,;si.(>x,),.:x,,^
K
■PI
<".^ ■ ^ '^^°- ■""' I"'"" '■"■• 11,0 K,„„., i.„;
«ouL!;;:;:f''!,™;;';;';;- '".;'"-• >«« -. ,.,.., ,,„„
"•■■- '•■"- -<: .v"..r .C M,,;. ™" ' "'■ «^" " '■''»'- '.t ^' .•«„,
Vtry truly yours,
r^^^AR Sir:
M-r,;::::::r't;'' -;:';-; '- - -p-...-.,, .„„,
'■ ■'■'■■■ '•■■ v,,„i„i,,/,,„.;,„ „: "''7 ""• ""I "'• ti,. k.,ic,; .,,
■i--- - i::':r:;::; :,:::;;::,::' ;;::77 "'^ - - -r ;„.
"'■ '"'tv o.p,.,.^< i,, ,,,,,,.,,;'' .."''■• '""-tart' i. „,,.,,„ „,,
--"'• ■'■"'•■>■" «Jli::/;::';::;vr '"■■■'■' :'■'"■■■■' '
•^"", as to voiir sfat,.„„.„f ti »
"■rrrf"-' ■ -"■- rii: !;::;:: ■■" "■■
■ '•'"' -^"K""' »'■ l"'.l I., .■.il.r,.,, III,. Il7,„|,\, ,
P-''"'>i.'>n'..r-:,i, , ,1,.,, • "-"^'-'■'l..-,i;.:..„l,„,„.
;"'■ «■•■ "-.V-...... ;,,o:;,.,, ';:,:: '7 ;:■'■''■' ^
"■"'■'■'■•" ■. :.i.'.,:d,r:;'"::'',r''''.''''^'"'™-''"'
^^"■^ >ntUnrinrv h, .1 ,... ''"''■ "' ^C'lhiMi (l,,.,f
' '"} ' iii.(i lis in .,,,,1
'" ■""' M.U.- IIS H
AHCJL'MEX'JWTIVE LF/1'TERS
O.) (
Toenail Co.,
aii.sas Paint
•' cmild ui,t
■'<i in your
lettcTs Ho
'■opositiou
m- of ;„-
-■'ativo to
now our
't liouscs
''^'•c tliat
ll.ldc |i|,
na! caii-
madf a
itTifore,
<!o Hill
■■tl)lr to
to fllr
in|)aii\
(1 cmii
)t «'.ii,'
I t.'uir
a, hiif
) tli.'if
lis a
Hitract to Hrite their fori'i<rn saies-lettor.s.
Tlieir experiment
>~> - -• ---n^i-i iiin;in,
-.s SO satisfactorv tl.at thry -avo us a trial on their domestic
sales-l.tters wntm-r, and on .Ja.uiarv 1. 1909, thev si^rnod a
'"-'(.-art with us to write all their sales-letters for the next two
vears. TIh- president of this eo.npany. Mr. Smith, told us re-
'•ently that they are savin- almost .i<o,0()0 a year in salaries
>n,e.. they adopted our syste.n. Vou „„.ht 'pho,,,. Mp. s,„ith
uid verify this.
W.. have h.en successful for other people and we will be
M.ecessful for you. Practi.ally every custon.er we now have,
«lien wntm^r us first, stated, in effect, tlu.t l,e was -from Mis-
>oun," and we Jiave shown him. Let us show you.
\ery truly yours.
The Umversitv Corke.spoxdexck Co.vrAXY.
Dear Sir :
In accordance with your request, T submit a summary of the
-tnnated economies which you will make by takin^r s'pace in
-e of our u.odel loft buildings, and giving up your present
New \ ork warehouses:
Insurance:
Saving per annum .<stimatcd by Mr.
hy s.aairing a rate of 1 1 cents in our build-
ing. :>gainst rates from lii to .58 cents in
your present warehouses, upi)ro.imately.. .*(),000.0()
I. II 1)0 r:
Without allowing for a.lded efficiency of
labor, and possible economy in emergency
belp, Mr. estimates" that if th.. ..n-
tire business is transferr.d to Brooklyn,
five (.-,) porters, at .$1 ;}.()() per week, can
be saved, or a total p.T annum of ;),;}ho 00
Space:
It is estimatrd that ;W.O0() s(,uarc feet of
"d
date as much merchand
uiings Hiu acv'ommo-
as your prcscjit
o.iH
m
"h
nUSIXKSS rOHKESPOXDEXCE
space of 4J..000 .st|uarc f.rh This is bc-
■<'au>r of the .•UT,in^ri.,„eiit. and the in-
c'l-eascl cuhical oa,,,Lcity of the storage
-space. 'IMu' (liffcniicc Ijetwivri your prcs-
*'nt spa.v, at ^7 ccts per s(|uar(" foot, and
the space in our huildin-s, at ;}() cents j)er
•sfiuan foot, will effect a saving per y.ar
of approximately ;.._ ,,^^_^^
Total
cart
tuna
teri
saving, exclu
SI VI'
iLSr
)f
.$ll,f)60.00
Whil.
our estimates of vour cart
ri"'
economy to v
ou,
I I
la
feature, because it is dependc
lishment of certain throu'rl
ve consid(>red it w
nt.
cost indicate a further
ise not to present this
etc. It
is certain, I
o\ve\cr
1 r.ites f
that
be greater, for t!
will be the el
le same vohune of bu
Tl
unuiatinri of cai-tafr.
Ins
is estimated to be $^,118.00, on 11.7.-)
in a measure, upon the estab-
rom \ew England territory,
will not
cononiy
ncs.
vour cart
ige costs
siness.
The
ge on deiivenes to rail li
cents per package. This will
crease of «.", per cent, in the (
liveries, and the possible slirrht
<•>! packages, at 18
J)racticallv offset I
)v an in-
'ost of your \
e\v York City de-
iiig your in(
I
•oniuig shipments from water lines,
can secur . through railroad rat.'s from tl
increase in the eost of receiv
1 bel
ieye that
H. n.
an(
1 fr
oni H
dl
ound Hrook, uhirh will
'• Hoston X: .M
line
res 11 1
in handling incoming shipments from t
slight increase in cost.
]i
111 an economy
les. points, instead of
roadly .•onsider.'d. the propositio
oconomy of approxim.ately .^ll.OOO
ap}iears to be a cert
(){).
niies which will incr
wit I
^':^■.
se this to .'fJl ;■"),()(,().()()
ain
fiossible econo-
sonable allowance should lie made f
«!iich cannot !..■ a.aairately ,..stimate<l, sucl
P'l- year. .\
rea-
<'i' incidental
economics.
tei
1 as
11 iM^ll^all(
th
possibility of
saving ui short-
(luring ru>li
W
x'asoirs. etc., ef(
securing additional space
'lile we 1
ia\('
it t
le [iri'sent t
line,
iffi,
I ret
spaci m our building No. .'J. we h
nve ni
■gotiat
ions wi
th
ARGUMENTATIVE LETTERS .^59
l.TiTo number of pn,.s,H..tive tenants, uhich arc in about the
.s:um. cond.tH.n as (hns. .id, vour firm, and I trust that vou
w| be abk. to .J.ter„,ine at an early date w.at vour aeHon
will f- .n the matter, so that we „,ay .ive you the best location
pussible.
Very truly yours,
Bi'sir Tkkmixai, Co.
I)
K\R
Sir:
A<,'-itat
if^n tor a shorter day f
variety of opDo
or iriiij operatives has met with
P[)osinir ar^riii,„.,|t.
At least one eontention of textile and
other liiariufacturer:
las nev( r b(
en
outsiders have failed to understand. IVrhaps it 1
made quite clear.
This is the contention-perfectly f,roper-that even though
the weekly pay-roll was re.luced in ,,roportion to the reduc-
t.on in workin<r hours, the mills nu^ht still face serious loss
■or overhead expense remains static. Investment charges on
inuUhvfrs and machinery are just as heavy, whother the mill
runs eitrht liours or eighteen.
Wh. re shorter days have been enforced some mill men have
overcon.e this con.lition by working two shifts, doing twice as
nmch work with the same machines.
In other words, they hav.. had to get more "turnovers "
A leaf out of tlu.ir own book right here might be ir.structivc
to textde manufacturers in thinking about their relations with
retail merchants.
JMease note the enclosed chart of the cost of retailing dry
j,-ods. This has bevn compiled by ot,r Commercial Research
Department, whose investigations have corroborate,! informa-
tion which we already believed to be accurate.
Retail costs are constantly mounting-in the past ten years
tlie increase wm>^ three per cent.
What is to become of the profits.'
^ The retailer is being forced to make more "turnovers" of his
'■'"7 /'^ '"''''''"' ""«■ '''f '1 considerable part of his goods
remain long untouched on his shelves.
:^,€^l-
B=f
pf,
M •■] ■ t
il
:» BUSIXKSS (OHUKSI'ONDKxcE
A typical small store operates about like this:
$10,000
40%
$14,000
3
$4«.()00
10%
$4,200
Capital.
rerceiita^rc of mark-up.
I^tail value of stock.
Number of turnovers.
'I'ot.il business Un- year.
IVrcenta^r,. of nvi profit.
Net profit.
equii)mcnt. * t'lpuai and
f :: ;;;:;;i"'T- 1 '■""°""' '™" ™^" "">"• ■"•'
n.-ntation and i,n,oranee e ' ' " I '"''"'' "^ '"'^"^^'-
l'.rl,..,,„ vo„ „r.. ,|„„ „„,. v„„^^ ^., ^^. ,_.^ ,^
Servki I'i Bi.isinx,! ^'^,„,,^^.Y.
CITAI'TKR XVIII
OnrciAL LETTERS
M
1!M). (icitcrdl nilcs.~'V]
iittc'i'.s. wliicli (lifrcrs ii
K'?-e is one class of I,,)
sint'ss
1 most rcspt'C'ts IVom lli,,v whid
liavr pivvioiisly hwu (•(.iisidcird. and wliici
veniently he called "official letters." Tl
.yoveninieiit officials, iiienil
I ma\- i-on-
)c\- ai'c used hv
(■(Ji
■poi-atioii, and the lik
'crs of a firm, officers of
c. in writino ahout matters that
(ii-(»
t outside the scope of regular husiness.
'inetjmes matters of importance to the fi
iinization, hut fre(|uentlv are of i)urel
Tl
lese are
I Inc. Letters to tl
that
to tl
ask
lese niemt)ers or o
rm oi- other
})urelv i)ersonal
ffic
ic same class. Y
xa
mpl(
lals would
lid
he-
cs would he a letter
■s a husiness man to act as a meml)er of
comimttee, one that asks his ad
nswers to such letters, and the like. In fact, anv 1
some-
hat is written hv or t
vice on some (juestion,
etter
o an official or a I
.my other (jucstions than those whicl
nuular routine of l)usiness,
.11
"Ificia.l letter.
The stationery
»usmess man on
1 come up in the
as an
may l)e considered
on which ofTicial letters are writt(
usually differs from that used for other 1
n
ters.
It
iS most fre(]uently smal
ilar t
)usiness let-
Icr in size, of folder
orm, and similar to social stationerv.
head
IS fre(]uentlv used. Tl
A small lett
er
lie name, o
Ificial
lis contains usualiv onh
position and address of tl
M)metimes only the address. I
liave this on what is ordinaril
of tlie folder. Tli
IV-36 501
le sender
\' c<
wi v.t;iiloi
saire is at present to
)nsidered the hack pa_<>e
irst J
>a<>e U) oe
■I
,1.
i1
r,(])>
BUSINESS ( ( H!i;i;si'( )XI)ENCE
i ,-
mi
" rittrn ru. If a second is necessary tlie other outsi,]
pa^e is used.
OHieial letters fall naturally into two classes- tl.
'"'■'"'•'' ^""'^''•■'■"'■'•nnal. Thrv differ so ui.ldv in ton
'»"(! eonstrueti<.n that they may hest he ex.n.in'ed sepa
rately. ^
1!»I. Fnrma/.~l\mm\ letters are those written t(
.i,^overnn.ent ..(lieials, inen.hers „f (-onuress. olljcvrs o
♦'"• "nny and navy, an.l otlurs in hioh positions, an(
«v„erally to all husiness nun except those with who.,
the writer is on a footin- ..f friendiv faniiliaritv. TIu
letkTs wrdten hy these ir.divi.luals are likewisc'formal,
llie mechanical form of these letters differs froii]
that of other husiness letters. The inside address is
written at the close of the letter at the left-ha,.d side
In d all titles are oiven in full. X<, ahhreviations sh.ould
he used. As correctness is so necessary, it is worth while
to «-ive a hrief explanation of m„re common titles
l;>^^ r.sr of ////..v.-The titles I^rvcrnul and Hon-
orahlc, and the foreio,, title Sir should he used with
the fn-st nan.es ur.less Mr. is included, as Ucvcrcnd Sam-
»cl Jc/lcrso,,. When used in the hodv r,f a letter, the
should precede the title, as ^the Honorahle Ja.ncs Gor-
don Will a.ldress the meeting;' or "The llcverend .Mr.
Knox hopes to I)e |)i-esent."
^^'ith the title of Doctor uv Professor the first name
may or m ly not he used, accordino- to ehoicc
r.ider die laws of the Ignited States no tjxed titles
a.-e attac-hc.d to any of the federal office,-s. Certain
rues have hec. estahlished hy custom which slu,uld he
I oil owed.
Tlie l^-esi,jent should he add,-essed The Prrsiclcnf.
-1" outside
isscs: thv
\y in tone
led .sepa-
ritttn to
llifri-s dl'
ions, and
til wlioiu
ty. TIu;
' formal.
■I's from
I dress is
md side.
IS sl^.ould
•til while
itlcs.
d //o//-
cd with
id Sniii-
;ter, ///c
!cs Gor-
nd Mr.
it name
d titles
Certain
>uld he
'sidcnf.
A ''■ovcrnor or
liiicfi the C,
OFFICIAL LF/1TI:ks
mayor shonhl he addressed //
>m
v\ell. Iloiiornhic Jain
.fcr.sr//.
rovcnior and ///,y //,
is I'Lvccl-
)it
or tin- Ma
r.v /-'. Fielder, (,
,'ior, or, as
Ovcnior of Xctc
and
.i"<l^^•t^s and jnsliees, with niemhers of V
members ol' state leoisjat
)n<>'ress
(>r<d)lc. Senators of the Ignited Stat
•I'vssed as Scnalor Elilu, Hoot,
Hoot, United States Senate, if tl
I'd as the destination of the lett
iirv are entitled to //
oii-
t's ai-e nsuallv ad-
//
onorahlc EHIni
H- Senate Chambt
r IS
.M
er,
en
H>crs of the House of ]{
•li-fssed Ilonorahic Carter Cla
epresentatives are ad-
"•t II fat I
vailj
'■t*. In state leoishiti
•v.v
tl
Hoi
se of I
ic
mes tlie same iisaj
pre-
pre-
Any titles are written out in full 1
may he, as Licutenant-G
K
'cneral.
)UTver lon.r thev
The titles Superintendent, ALn'nt ete.
after the name
(i{
«-rees, likewise, -low tl
/'. JoJi n Stuart, . / ^en t. II
are written
onorarv
ihhrcviated oe„erally, as D.I)., LI, J)
le name and are, unlike titles
The
salutation is usually Sir. Tl
etc.
close is Itespeetfullif or /
/•// ''( • , 'eetfulli/.
le complimentary
103. E.vamples of formal lethrs.—ln tl
the letter, the strictest formality is u\
hreyiations or collcxjuial expression
Xqy]- fr(
in speak
dd
le hody of
equently the third person is used througl
init>- of the writer. The 1
)seryed. No ah-
s are permissible.
lout
in^uage is stately
and dignltied to the point of coldness.
The following is an example of the formal ofPcial
letter:
nir:
MUM'tmo- of the Wliolosale T,uinl
-roatiT \e«- Vorl<, held on Marcl
iiT Associat!
on ()}
V-iy
1 30, 190!), it
wa^ rc'solvfd fii.tt:
I
i
m-h
HISINKSS (OHUKSPOXDKXCi:
•ii-
V-
"'I
i..':u:",';:;!::: r:;.,";'' ^ •■ ■ '-' •■• "■•■ ^v,„„
Ml fliw I,,, ; ■ ' ^'""i;; 'III llu- /inns iii.-a..-.
J^ tliis clause is allowed to rem il-i fn ll, . •«• . -n •
Ilcspcctfullv,
T„K Whou.:s.u.k T^rMBK. D^.u^kks' Association.
iJv ,J„„x r. .Morris, .SVrn/./r/y.
Honornhlc Thuoth>, I). SulUvan,
House of Htprcsnitathrs, Wa,s/,;,i^^rf„„^ j) q
h. , turns of fa>„,i,.nty with c«cl, oti.cr it would
al,s,n-,l to use the shited fo,.,nal stvle. For tl e
M... I.. J ho M.lonu.l otlici.l letter is in f.et the ev.et
' "'"'^ '" "-• '■"■■-'I. I, |„s el,an,e.e,- „ „ 'e ^ ,
'■^" ';'"■'; 'f- i'>- «l."'«- the lo,- I letter s
tni«n,si,e,l ehiefly l,y i,s h,ek ol' eharaeter
In laet. it is har.iiy 1„, ,,1, I,, sav that the onlv
-l-|.>mtlK.i„,oru,alletteris,lK.toueho,-|Irs ,am■
l•"^that reasou there are almost nles to he laid
oscd in flu
c Aiiurlcvui
prcsciitativo
to liave tliis
\Vll()|r>a|,-
IIS iiioan-,.,1
'ivu thou
you can in
'ill, it will
t' "orkiiii'ii
tli'alfrs to
action on
UTION'.
OFFICIAL L1:TTEUS
>\Mi for its construction.
r) (',.-,
J^ikc the ordiiiarv personal
letter, ,t n.ay be of any form that tlie writer chooses-
iie js at hherty to please himself.
The sahitation is usually Dear Smith, or Dear Mr
Smth, or Dear Jaek or anything else the writer pleases
i IH- msHle a.ldress, if used at all, is placed at the end
■■'s n. the forn.al oiHcial letter. The con.plin^entary
Hose may he Shurreh,, or Cordialhj, or Faithfulh,,
Others are frequently used.
in the hody of the"letter the writer need not trouble
iiiinself to be correct or concise. Clearness is easy to
<'f>ta.n, and courtesy is natural. C-haracter is the c'mlv
'IMahty the writer has to concern himself with; he should
aun to give the letter the stamp of his own personalitv.
10... A.y,,;,^;/.._The following are examples of the
iiiiormal ofhcial letter:
len who
t would
)!• these
tine of
is de-
c exact
•e than
is dis-
e only
inalitv.
Mv i)KAR Professor Jones:
I will have the printer send you two proof's of vo„r articles
•HK rev.ses whenever you think necessary. I will h'ave hin, also
-1 ow copy as to spelling, althou^.h in ^ivln^. this instruction
I shall feel a hftle as I shou.,1 if I were to ask Dehnonico if I
nu^rht hrin^. a frie.u] to dinner in fiannel shirt and .noccas.ns,
>a.d r.end l)emcn bent on simplifying .nodern attire and prevent-
ing' the enormous waste of ^inie which it compels
The ho<ly of your articles will be set in fen point, and the
fuHilatcd matter in eight point. We shall be glad to have the
'■••P.v ns early as possible in order that we .nay all have plenty
of tune to go over the proofs.
Sincerely yours,
,, .. „ Jamks IIllis,
/ rofessnr t rank E. Jones,
Vukci^Uy of i'cckskiii, .'Sclicnectad/,, Xck York:
w,-
.5(1(5
nT\SLV£SS CORRESPOXDEXCE
ihAR Mn. FiiA.NKi.ix:—
... ,i „•■,,■;'''■";■• :■■" "■'■■>■ "■""''> ' '"I"
v.... ..Mr .■.],|,iv,.i,-,.;.,M „/■ v„„r „,„.l.
cl..,M,.,„„„l,;, , '.'■'•■"l".-."......N..i.....mve
K..I.I.... ... v...ii-a.,ili.,v,„„|i„,|,„|,-v
iJ/r. Kdxcurtl Fninhliii,
ThcCarnaal Kc/, Cmnpanu, Sr.c York City
TlIOMA.S (JhaVKS.
QUIZ QUESTIONS
PART I
ADVERTISIXG
[The numbers refer to tnc numbered seetiona in
the tejct.)
CIIAin^KR I
iriSTOKV Ol- AI)VKKTLSI\(;
1. AVlmt effect did tlie increased pioduclion of ^r,„)ds
have oti advertising;'
2. DeHne advertising^. AN'hy did not the cohhler of
the I7tli ceiitmy need to advertise:*
.*{. What was the most i)rimitive form of .•idvertisin^v;'
■t. How did the media-val Irader announce his wares ^
■"). (iive some early examples of the use of "si|^-n.
ttoards."
«i. Why was haiidwritin<.' used so jon^- ;,s a means of
advei'tisiny:'
7. \anie some forms whicii ad\ ( ilisiuLi- sjuns take
to-day.
H. Wjiat eoiinlry produced tlw lirsl ad\ ( rt isement of
■' <"rntM.i<i;,| natin-er What pr.xhicK ntre the suh-
i'-cls of early advertising!'
!>. What |irt.(hi( Is were advertised durin«r the earlier
vi\\\ liistorv f
.1. ..r \ ..
'-■-"n;;;::::;r::;::;;::-:';:-r'--"-,,
<.(• lw;o' ■ " '""'"■" '^^'""J"'-^ "ill, ll,e ,«,„
r-
illCS
C^TI.M'TKH It
''^v( M(M.o,;v or Ai.vKirnsixo
\«- Wl,y ,1,, l.usiness nicn oik.,, h-nr •. • .•
''«-'.sMlK.stu.|yorpsyc.hoIo^.V? '""""'"^'
^?>- How \\(i(]I(| Jl ii,,!,, (1*1
11,,. ,Min,l „,. „„|,, ;' '"■,•■"'>■■' I'-'- I" l-i ■ ll,,,t
fnl' "'"■"'' ;'•'' "" '"'■ •*"«■'' '■" ""■ ""-' ' '
"' "" i'l'i'ilisfrs i,„i,it „f v,V„.?
'» of ail ()l(i
■> <1(\( loj)-
L'aj)er and
iindard of
s and the
'lit of ad-
vvard ad-
izines to-
o advcr-
le issues
^ver tlie
due to
griZ QUESTIONS
569
\i I id ice
^v I hat
harae-
. -r a
•2-2. Glw aji ilhistration showino- how the iinao-es pro-
'liK<<l hy the sioht may call other iniaoes into heiii^r.
•-'.■{. Sjiow how the iniarrination is connected with the
.■iio!orinij)ulses tohuy an article.
•-'4. What two points are to he rcnicmhered in con-
nection with iniaoination ^
-'.•). Give ilhislratioiis of the points mentioned under
(Question '2i.
•20. U'hat does Mr. Deland's story of the ruu- iUus-
(late.^ " ^
27. Why siioiild the advertiser appeal to more than
one sense f
•28. ^Vhy is the A'ietor talkinn. machine advertisement
■•■ .i4o<hI illustration of the appeal to emotions^
2[). Why should exa<..rerat!on he avoided in an ad..?
ao. ^Vhat is meant hy rhythm? A\'hat comiection
!i;ive our hkes and dislikes with the suhjeet of rhvtlim:
••n. Of what i)ractieal importance is rhythm to the
;i(l\ci-f iser?
'i'2. Why should the color f.ne of an a.lvertis. ment
pi-odnee a pleasant fcelinu.'
• V,i. Wliy should form and pn.por{i..n he ohserved in
.in advi'i'tisLiiK lit .'
.'{4. When is our atfenfion employed to hesf advan-
lao-e? How is siitenee slriielure coiin.rled with
I (lythm ?
'i'). Critiel/e from the j.oiiil of view of an advertise-
nicnt the sentence structure of ih. AiiMrh.s and lirll
I'l lephniie ads. as ^'iveii in tin IcxI.
.•{(>. Why should the advertiser eater to the eye's de-
sire for ease?
MT. Wh
H
Men j,s ine ihovenicni
facilitated
"I tile e_\r most easily
r>To
ADVEiiTlSING
t
i
I
I
;i8. Describe l^rofessor iruey-.s experiment to dete
mine tlie movement of ilie cyt'.
Jt ^V':^^ '"''"^''1'^^' '^ ^''-'^'te,! in the a.hertisemei
oi Ao. () :"
M Why are the more familiar arrangements c
wonis more easily remembered.^
41. Whieh pait of a printed letter contains the mo.-
eharaeteristies by uhieh it is ree()o-„ize(H
42. Show the psyeholooieal point involved in Pre
tessor .AJ nensterbero's story.
4;i. AVhat common fanlt" is found in manv ads. whie
em])hasize two or more ideas?
Toh"^" ^^ IT' tl^'" ''"''"' "'■ ^"^^«-^-'^^'«" ">-st success
rullynsed.^ ^^ »'='t i'onr cardinal points are to be kep
mmmd U-,,atpa- 'oes eonti<lence play in a trai.
medtine m!:;l ""'" ^ ^"^^^^*^"" '' "^^^ '>' ''^'^^^
■i-;. \Vhat is oained ])y repeatinn. an ad. contimiallyi
4<.. Illustrate suo..-cstion by inference.
47. Xame other emotions or instincts which mav be
Morked np..n successfully bv the advertiser
48. What help n.ay be obtaine.l from psvcholoiri.a)
slinhes ni d.vnlnu^ H., ,„estion of connucrciai in.itatlo,.?
ADVI l{TIs|\(; rKCIINKvrF.
40. What r, I.Uion has typou-,,,p|,v to advrrtlsin<.-?
^y^"'- '^ '- '"'"i system usr<l by primers?
U i..il ad\.„la«-c has couic fro,,, >landanli/ation of fvue
•size.s i ■ '
■''. ^VI'^"is'H.;mtby th,,mn-lypehi^h'*? What
' to (leter-
"rtiscment
'IMCIlts ol'
the most
1 in Pro-
ds, which
: success-
' l)e kej)t
1 a trade
y patetit
tinually.''
may he
loloirica)
litatior'.''
t' I Iters:'
III' type
What
QIIZ (,)Ti:s'ri()Ns
571
is the stamlan] lieinht.'' X:
niK
ler tl
le point .svsteni.
ime the chief type sizes
II
ow is the wi(Hh of type measured
y-i. W'liv was tjie ]ett
II
A 1
er m adopted .,s a staiuhird:'
ow wo
nid yoi, jiuh'cale (lie Kiioth of a hue of t
meol type -j',; iiiciies ]onn- eoulaiiis I
ype:
low many picas:
marv news-
printing!
What is the widili of a cohnnn (.f an ord
paper? Of the popuhir ma,na/inesr
"ii. \\'liat spaces shonhl he ohserved
How tin the sj)aces vary in size."
53. Why should tlie ad. writer at first not try to in-
dieate the sizes of type in which each part of the entire
a(h is to f)e set?
.3<). What practical
tiscr to jiidi^c the niimh
iiJians may l)e used hv an adver-
and to select desirahlc stvl
■r of Ictteivs I'oi'
a ^iven sj)ace
merit
e or size for the advcrtise-
.>7. What suggestions may he helpful in select
proper style of tyj)e, etc,
•JH. \\'liat practical m
mg a
gain ideas regarding hordcrs?
ly is open lo the 'idvcrtiscr to
.")!>. On what I
'asis does an advertiser pay for his ad-
vertising space? What is the difl'
i'c,L,iilar .igate typi' and the i
erence hetween the
()0. What
IS a "cut
X
<il. What are tl
icwspaper agalt tvj)e?
ame the \ari(,us kinds.
le essential instnunents and materiaU
necissary for producing a zinc etchiiiu? 1)
pi'ocess.
ii'2. Descrihe the j>i'occss of zinc ( lehinu'.
<■>;{. Describe the procedure of makiiio a lialf t
<:^. \\hal is the hest kind ..f
escnhe the
one
cut
"eopy" for a half tone
«;.).
w
lat is tile |»;iM
eiil .' a h.dl
III hasis of charging for making a zinc
lOIH
o72
AD\ KK'lisiXG
i|^^;
<'<'. Oi' what importance is the "sereerf.' ^yu.,t •,
someot thepopuhn-sereens:'
♦ )7. How are wood cuts niade.^
<>«• ^^ Jiat are impression cuts'*
^- Hyu lon^ does it take to „,ake a ^ood elect.
n P^ I ..w n.u.y miprcssions should a ^ood .,ne nmk,
'«• ^''^^t,s he ddrerence between the -shells-' of,
- i.s the lead-mold produced.' W'hat advantage
lias It over the copper electrotype i '
71. If cheapness rather than fine work is desired wha
process may be employed bv the advertiser^
.:^n hat features should be considc-ed from a print
n« po.nt of view u, preparino- ,,,,,,. ,-,, ^^ ,„ ^
l-..-a,.wspaper. IWH, the i^en Day proems.
.^Uhat bad eonddioMs in newspaper printino.|u.
311. (,e..r^re Hunter lrie<l to overcome?
74. Why should an advertiser know somethin..^ as tc
tlic costs ot producino- ,uts, half tones etc '
7^. Uhat are son,e of the important facts about
i-apei ^^l^eh an advertiser should know'
,,,r;.'Is'' r'"' '''■ ^"^'"
on^. „ve son.e of the conunon sixes of book
P^Uei. What paper is conuno.dy used for colored
poster work for out-of-door advertising^ AV'ha "I
the usual sizes.? ^ ^^^
'^•'';>"'f"^^'snmy the advertiser put cover paper
-<; '>.-•.! and n.anda papers. sL, advanl^
"'•»>lH'A^a,ned ,t a prop..,, tu.t is selected in eolo,. w.H-
>\liat IS meant by the word 'piy'V
rn. Whatetrecthasteinperaluivonpaperr Wh.Vh
^^•l\ Is Dailci- ni, wl 1,1 .. I.. 1 . ...
l-r-umo. ,1,..,. ,hi„«s „l,al a.lum,„ije ,U„. ,|,,\„K,,:.
\^
^^'llat are
k1 (.Ic'clro-
>iic iimkc.'
■lis"' of an
)!' nickel.''
i\iuitag'e.s
ired w hat
1 a pi-int-
la^aziner
eess.
itino' lias
11^' as to
s about
Cor fine
of hook
colored
liat arc
■ |)a|)er,
ianta^e
n- work
!'■•'!'<'•'
Which
.' iiy
ad\cr-
QUIZ QUESTIONS 573
User <rain wlicn dcalin.tr with the paper merchants
W hat caution shouhl he ohscrved in l)uyin^ paper made
of wood pulp.' What eft'cct does heat and h"oht Imve
..n colored papers^ Why should bond and linen papers
he thorounhly seasoned^ What press room conditions
should he kept in mindr Name two other precautions
that shoidd he Jiceded hy the advertiser in printinn- uimii
paper.
71». To })roi)erly test paper what apparatus is it neces-
sary to possess.''
80. In tin-uriuu- stock for a booklet what fact should
be kept in mind reo-anjiun- the number of pages a leaf
will carry {
81. \Vhat ])earino' has the amount of waste to the size
of pa])er selected {
CTTAPTEU IV
COXSTHrC'TI\(i AX ADVEHTISE.MEXT
82. WHiat strong motives often induce advertisers to
violate the rules of harmony.''
8.'}. Are illustrations always effective?
84. What considerations are to be noted in deter-
mining the amount of space to be used?
8.). Which consideration would you place first?
How would you use the approi)riation upon the si)ace?
8(;. Compare the relative im])orianee of size of space
and expense.
87. Can a goods be over advertised?
88. AMiat kind of goods need the larger space be-
eause of their nature?
89. Discuss till' relation of sj)ace to the character of
iiie publication.
UO. How did Mr. C,
am of 'A'anam."kci-'s store solve
574
.\i)\ i:Krisi:,(;
the question (,f rclati.,o- th. appn.priali.m to the anion,
ot .s{)aee necessaiy :"
1>1. \Vhy shonhl an advertising writer he readv 1
saen/icc eleverness for the sake of hrevitv? Ihnv nn
lo.eernh.ess hv uain.,].' How n>av Ihe'sales storv I
n.med. A\-l,y will eare in n.akin-. a lav ont savj th
advertiser expense.''
J>2. Wliat is the ehief purpose of making a ]av out i
n.ass lur an a.l.f Deserihe the n,etho<l of proeedur.
i)escnhr a method of testino- lov typ.' harn.onv.
:>.*J. How shouhl eno-ravinos whieh must he used in ;
cut, hut whieh do not mateh, he handled.^ How an
small euts nenerally hest disposed of in an ad.? Ihns
can the white- space ahout a eut he re-.dated? Ihns
should the title plaee<l under an enoravino- be set?
94. \Vhat details should he o-iven to the compositor
when a lay out is made for him ^
J).-,. How may costly mistakes in the composing room
he av(,ided hy the advertiser;'
00. What two thinos are important in detenm'nincr
tiie form of an ad.? '"
f>7. What is a "proof? Wha( is the cheapest kin.P
AN hat pomts should he looked for in correcting proof?
AVhat is a hlue print and in what class of work is it
economical to use it?
08. \\'hat are the characters for the following changes
m i)roof: 'Xo paragraph:" 'put in lower case;" '-take
on.t type or matter with a hue drawn through it;" "trans-
pose;" "insert period:' 'insert Ci)mma;" "two-em dash;"
"straighten lines"?
00. Wliat is a "closing day" as used hy magazine and
newspaper?
s^
le amount
ready to
flow may
story l)e
save the
ay out in
rocedijir.
used in a
How ai-e
.? How
1.^ How
let?
m[)o.sitor
ng room
rmiiiiriiT
st kind.^
;• proofs
irk is it
chan/res
take
"trans-
dash;-
ine and
QUIZ QUKSTKJNS 575
CHAPTER V
ADVERTISING MEniUATS
100. Define the term medium. What is a pcriodieal .'
What is a nmga/.'mv^
101. State the chief differences hetwecn a magazine
iiid a ncM'spaper from an advertiser's point of view.
102. AMuit infiuenee should the character of the ad-
'xrtiser's noods have on tlie selection of a medium?
108. How would you set about to find out the char-
acter of a newspaper?
104. What qualities are considered of first ma<rni-
tiide in estimating the character of a newspaper or a
iiiafrazine?
10.). Why should a careful study of local habits and
customs jirecede a choice of the evenin<r or mornin-r
newspaper?
100. How far should "p,^cneral impressions" fvuide one
ill the selection of a newspaper?
107. How far should persona] prejudice govern in
the choice? How may a business, a bank for instance,
keep in touch with the public's opinion of a newspaper?
108, What is the prime element in the character of a
trade journal?
100. What advantages has a trade journal over a
iiiagaziiv^?
110. A\ hat influences have tended to keep down the
standards of trade papi-r advertising?
111. IIow are the trade j)apcrs attempting to over-
come tluir handicaps?
112. "\\ liy do trade pajx'rs emi)liasize "quahty and
not size of eireulatio?i ?
T.-fV:
57()
Ai)\i;i{'risi\c;
n
ll-'J. (tIvc ail illustrali..,, ..f a papn- wl,i,.|, analvzo
tlu- (juality of ils ciirnlatio,, lor its advcTliscrs.
Ilk Show liow it iniulil he „,(,re rosllv to usr a !,i..|
pnccl ,naoa/i,K- with hio. o,,,,,,,! ciivnlalH.n thah'i
woMl.l he- to .ISC a Ira.lc .j<.urnal with sn.all ri.vnh,tio„
even tho.ioh tlie same auH.u.it of nio.icv was spcn
ii[)()ri it.
Il">. Wliat inlhieiice dors the editorial pohrv have oi
the fharactcT of a incdiimi '.
HO. W'iiat advaiita-c is nrained hy usiiio- c-oncrctc
dhistratioiis in technical advertisements.'
117. Of what is the general nature of ^Uxv adver-
tismo-"/ How are "personals" looked upon hy the
trade.^
lis. Why is it not considered o-ood Inislncss policy to
si^ii an advertisino- contract for two years or morcT
Hi). Accordin... to statistics, how many magazines
are furnished per 1,000 of ])opulation^
^ 120. How could a i)opulation maj) aid the adver-
tiser? What would such a map contain.'
121. A\'liat two factors largely determine the adver-
tising- rates.''
122. Why are the IahVics Home Journal and the
Delineator considered women"s papers.' What makes
them valuable advertising mediums?
12.*J. What differences can he easily made between
the various j)ublieations known as general monthlies?
ri-k Does the editorial jx-int of view indicate a men-
tal stale of the readers? How is this imp.,rtant to the
ad\crliser?
12.>. What important eontrihution has Collier's
Wccklfi made to the advertising practice of the day?
.•iiialyzcs
se a Ih'm-Ii
I tliati il
•(•Illation,
as speni
' lia\c on
I'onci-etc
V a(her-
l)y tlic
I)()licy to
ore.''
a^azines
3 adver-
u iulver-
aiul tlic
t makes
between
lilies.^
a iiien-
t to the
"ollicr'.s
(lav?
griz gnisTioNs r,~-
CIIAPTER VI
ADVERTisixci MEDIUMS (Continued)
12<->. What .listinetioM <lo a.lvertisn.o- men make re-
'^nuhwr newsjmpers as to plaee of puhlieation ^
127. ^Vhat (Iocs the rm'ted States ee,.sus say re<ra,.,l-
in^r newsi)aper co-operative i)rintin^r? ' ^
128. In what seetion of the Tnitnl States is the
lar-est i)ereenta^re of eo-operative printing done^
120. .Vime the ehief ready print lists of the I^iited
■Mates. A\ hy is the eounty newspaper important to
advertisers?
l.'iO. Should tlie advertiser form a definite plan as to
tins apportionment of his apj-ropriatioti before an-
proaehni^r a publication?
m ^M^at three questions arise in deeidina upon
space? ^ ^
l.*J2 Xame in order the positions in a newspaper
^^■lHeh the i)ublisher considers important. How are the
positions ranked in a magazine? Whv is a hio-her rate
asked for a position on the rioht Jmnd pa^^es than on
tlie left?
V'iii. If an advertiser has a crood j,osition, is it neces-
sary for him to use as much space as he would use in a
poor position ? A\7,uld you place an ad. for bonds next
to a patent medicine ad. ? Why ? How does the Satur-
day/ Evening Post relate its advertising to the reading
matter? °
VU. What is the argument from an economic point
ot view for the one price policy in advertising rates?
13.3. What argument does the rate cutter use? ^Jvp
an Illustration of tbe relation of advertising to the cost
of publication.
IV— 37.
iil
■"" Ai)\i:inisi\(j
1.30. Show how rates are varied ,.v adopting a bus,
"CSS pohey Mhieh all(,u-.s rebates, ete. '
is '•^;' "^^^;'.'^"^'^^^^l'"I>orspaec freq.ientlv soM^ Wh
■ an advert.s.Mo- .xpert ahnost a necessitv when tb
question of newspaper rates comes up?
SUPPLEMKNTAKV AOVKirnsiXG AIDS
j;JH. JVhat is n.eant by supplementary advertising^
1.30 How does street ear advertising, compare wiU
other forn.s as to systemati.ation? n;.- uu nv Jr
would be red u red for .. cf,.„ ♦- . * earns
the r-.ited Sf t ^'''/'^'''^ ^'^^ camjmi^n coverin^r
'^ I .Hted States and Canada r What would be the
eost ot sueh a cam])ai_on .^ ^"^
^ 1-*|>- What eomi,arisons should be; ' before ado nt
n^, street ears in preference to the loea. p., tt't
general ,n.pressions n,ay help one to deea. VI a
\^\j "'V" " ^'"'""'^ "^ *'^^ ^'l"ve ad.?
1-il. llow is du-c'ct apj)eal ol)tained?
advel^is^^'f '""'""""^ "-^ ^"""^^^- -^'^ ^t-t ear
adve^^is!;!;?;'' ''"^ "^''"'^ ^^-^ ^"^^^^">-^ "^ -^^^-^
144 What objections have been interposed by way
of protest against bill boards? ' '
14.3. What are .Mr. Samuel Dobbs' arguments sud-
portmg the commercial point of view? ^
street •c^:':i"''\n';"'^r "'•' '■" '"^^^ ^^- '''''^ '^^
ticet ca, a AM.^t ,s the s,/e of a standard sheet ^
Its cost? \Vhat n.f.t cl„.,.i,i 1. .7.^.-. .-. . , . •
oiJI boards m different cities? ^
I VtifBiTI'TrYJriftiia
ig a husi-
1^ Why
^vhen the
crtisin/T?
irc with
ly cards
-overirig
[ be the
2 adopt-
What
\Miat
lat does
•eet car
mtdoor
)v wav
:s
sup-
ith the
sheet '. J
I using
QUIZ QUESTIONS .-,T!)
1 17. How is the hill hoard advertising ])usiness cori-
t lolled? How would you ])lace your husiness?
U8. How are painted signs classilied?
UO. What risks are taken wiieu an advertiser uses
cither a bill board or a painted sign?
CHAPTER VIII
SUPPLEMEXTARY ADVERTISING AIDS {Continued)
l.)0. When did electric sign advertisements begin?
1.51. Are electric signs popular to-day?
1.52. How do the prices run for electric advertising?
lo.'J. What trade influences often decide the location
'»r an electric sia-n?
154. Has the advertising agency interested itself yet
with this branch of the business?
lo5. How may electricity be used for advertising
purposes indoors?
156. Wliat practices gave house to house distribution
;} bad n.ime?
15T. AVhat risks do the advertisers take who rmploy
this method?
158. What means are being employed to give adver-
tisers good sen-ice under the distributing method?
159. Why should the maker of advertising specialties
keep in touch with the user of them?
160. What two tendencies should be guarded against
by the advertiser when he decides to use novelties?
161. Wliy has the calendar become so i)opular as an
advertising specialty ? AVhat evidences are there of the
growth and strength of t' ; • meanK i^f oriyertisi--- In-
using the calendar? ^ ''
162. What firms find the calend
ar especiallv useful?
K-^^lb^
580
ADVERTISING
103. What cunmlativc cil'ect is referred to as being
the [)rime arouineiit in favor of the calendar r
104. What danger is there in using blotters as ad-
vertisements if
Km. IIou- di,l (Ik- use of the house or^•an orininnte?
How many house oro-ans of (he better class are pub-
lished to-day in the [Tnited States?
UUk Into what divisions may house or<.rans be di-
vided.^ What field was left unexploited until the house
organ a j) pea red.''
l«r. Why should sales ideas, profit making schemes,
etc., he emi)hasize(; in the house organ which goes to
dealers? Is this j.ubjication's best objects attained if
it IS nothing more than a collection of clippings? What
qualifications should the editor have?
1<!8. Has th(^ house organ i)roved itself a valuable
advertising medium in the . •)inion of sales managers?
ITow may a small cor rn reduce the cost of publishing?
W a concern is eng. .,ed in two different lines of trade,
Mhat sho.dd its p,dicy be in publishing a housr organ.'
U-Ah In publishing a booklet what mistake is (^'ten
made in regard to si/e?
170. Why should ..«!,. or fanciful shapes be avoided?
How should an advertiser appeal to his customers
tlirough a booklet .'
.■1. What lesson may be learned from the method
employed by the Xati..,,..! Cash Register Company?
CTTAPTKH IX
PRoiu.iM or THK i?etatij:r
^ 172 \^ i , fhe retailer a middleman as well as the
johbei
QI'IZ un.sTioxs
r>8i
17.3. Why (lid the iiianufacturer
^row suspicious of
tiM- wliok'salcM- and jol.l.cr.^ \Vl,y did he no i,, the re-
t;:ilerr lias the function of the niiddk'uian disappeared
uliere the johher and wliolesaler have heen (h'sphieedr
■'71. W iiy is the eousunier lookinn' to the uiaiuifac-
tiHvi- nioi-e aiKi more as u source of liis goods and not
t!ie retaik-r?
17.J. Why do tlie retail houses ohjeet to the mail
..rder houses? Do they ohjeet to other lirnis Mhich sell
'iirectly to tlie consumer?
17<). When the manufacturers tried to standardize
tlie price of goods how did the retail dealers take advan-
tage of it?
177. How has the manufacturer attempted to deal
with j)rice cutting?
178. What are the reciuirements m dealing with the
-iistomer through the personal appeal? What two
")nditions determine the effectiveness with which the
contract method can be enforced?
170. How does a legal monopoly help a firm to hold
!ip i)rices? How docs a comi)any keep a johher from
dealing with suh-johhers who re-sell at cut prices?
IHO. How is price cutting met hy some firms which
do not have a monojjoly hut have advertised widely?
IHl. IIow docs Richard Hudnut (hal with a case of
price cutting?
IH'J. Docs the .niddlcman make the price?
1«.'{. Of what itnporlance is it that the price of goods
tends to c(|iial the cost of production?
1H^. What cvd clfccts lollow continued policy of
substitution by u retailer?
IH,-). What is gainc<l by selling goods bek)w cost when
.1 'v....|i\ ,.,I ... "I I •• >
582
AD\FJn'ISING
186. What element is common to all price maint
nance methods used hy mamifacturers^
187. Sjiould a concern he firm in its (' inaiul that oi
price he maintained r Should it \vith(h w its ncKuls
cnttin<.' is persisted in;'
188. W'jiat are some of tiie seiiemes I'or oettii
around the ])riec maintenance agreements lioTv nui
the demonstrator he useful in educating- the dealer I
the advantage of price standards S
1H!>. How may the co-operation of the dealer he ol
tamed xvhile tiic manufacturer is creating a consume
demand r
0. How juay free samples to consumers he dis
trihuted so as to help tjic local dealer.'
IIH. When the sami)lc method proves too costly, lio\
may the coupon schenu' he suhstituted for it S
102. ITow is the dealer's co-operation gained hv us.
of his name in the manufacturer's advertisement.^ *
Ur.i. I low does the dealer profit hy this methocH
194. What is the advertising gaiu in the use of i
guaranteed
19.>. Wiiat is the attitude of manv retailers toward
advertising mailer left in their hands'for distrihutiou;'
CITAPTKH X
riJKvENTiox Ol ADvr.K-nsixc; ^\ astk
100. Why do the retaih rs look with suspicion upon
llie attempts of the adverlis.r t.Mhstrihutc his literature,
etc.. throiiMh themS
l'.-'<. \\ h;ii a»-e (he fiitidaiiieiit;ii points in gaining the
good will of the dealei-:'
1!>8. How d(, certain tirms islw dealers ,i te!!.|..(,r...,.v
competing advantage.'
QUIZ QIKSTIONS
.^H.'i
"6 mainte-
(1 that one
s noixls if
r «vt tiller
[low may
dealer t(i
ier be oh-
cousuimr
s he ilis-
•stl)', how
(1 hy use
it.^ '
ho(W
use ot' a
> toward
butioii:'
•n u|)i)ti
rratmc,
[lino- the
II III >PM l'\
199. Wliat are the arguments for the "free deal"?
200. How is the proteeted price policy carried out l)y
irrtain breakfast food concerns? How does tlie retail
hade look at it?
201. Is ])riee euttinnr in liarniony with the trade mark
pohey of the manufacturer-advertiser?
202. Wiiat reasons can \r,u give for advertising out
uf season?
20,'J. What problems arise in eoniurtion with the ad-
\ertising of expensive specialties? How did Richard
Hudnut meet this (piestion?
204. ^Vhy should the financial i?iterest of tlu- dealer
never be lost siglit of?
20.). AVhy sliould the conditions surrounding the
dealer be investigated before his co-operation is asked?
How may a firm be sliown that bigli-grade advertising
is expensive?
20G. Is it advisai»le to cliarge !..c dealer for adver-
tising matter? How does the l»atent Paint Company
keep track of tlie advertising leaflets, enameled signs,
etc., which are sent to de lers?
207. Give some ways by wiiicli a dealer may Ite in-
duced to use space on his own account.
208. How (\h\ tlie Palmolive Soaj) C'<;m|)an\ inte?-est
tlie local dealers?
2(M>. Give an illustration of how the local paper may
Ik' brought to work in harmony with the ad\erlising in
.1 national medium.
210. Why should the adxcrtlscr not lose sight of the
local clerk in a store?
211. How does the commission ])lan work in connec-
tion with substitution? What must be the loyieal end
(if .ill Hi.cc i.cl./.».i,,^ 4/x 4,>.....f ll 1....1_.^ I.. ^ .II ..
i ■ ••" - .v.. ... .:. ..^ .. _,;...!
L!0()ds.'
; I
m
584
ADVKHTlsiN'r,
212 TTow may tlie dealer be made enthusiastic ove
the cstahli.slinient of a brand?
213 In ,t direction does the manufacturer thir.l
that the dt r ought to be educated {
CHAPTER XI
METHODS AX„ . rXCTIOXs OF THE ADVEKTISIXU MAX-
AGEH AX I) OF THE AGEXCV
U'ft'- T-^'"^ ;"■' ^'" '^"^'''^ "^ *''^' ^'''v^'-tl^i"n. rnanao-er?
U hat IS Ins rehition to tlic sales ma.ia..vr'
21.-, II<nv does the advcrtisino. expenditure compare
with other coniniercial expenditm-es (
21 (I W'hen Mas the first Anu-rican advertising agcnev
estabhshed.^ When was the Morse internaUonai
Agency established^
217. What percentage of the money spent on general
I'xbhcity goes thn.ngh the advertising agencies?
21H. Describe the workings of an advertising ageucv.
-1-). How has the solicitor aided in the .ievclopnu-nt
ol advertising business^
220. Fn.ni whom does the agent receive his rcnun-
eration.^ On what basis is be paid.^ Does th<. a-vnt
rcpi-cscrit the newspaper ,„• |h,, advertiser?
221. What <|nali(icationssbouhl an agent possess?
222. In uhat lespcct does an agency become a com-
ini Tcial adviser?
'J-j:i. IFow docs tlie special rcin-cscitative dilfcr from
-■^^■neral agents By whom isb, pa;<lr [[on .iocs
the s])ccial representative work?
QUIZ QUESTIONS
585
\^
CHAPTER XII
A TYPICAL ADVERTISING CAMPAIGX
224. In what form is an advertising campaign sent
to tJie advertiser.^ In gaining the manuracturer's in-
terest what points are empliasized firsts What adver-
tising features are suggested^ What uni<iue feature is
suggested^ AN'liat plans are suggested for handhng
the local dealer.' What class of articles is to he treated
"f in the hooklets? What part is the advertising to
l)lay HI the campaign^ What is to he function of the
"Argent"^ What part is the street car service to play
in the campaign^ Why is Xew V-M-k considere.l the
sales center of the country^ Why is it important to
have a sales room here { I low does the advertising plan
attempt to gain the co-operation of tlie salesman in the
campaign^ What instructiotis are the salesmen to re-
ceive i How can the salesman he made a great advocate
of advertising everywhere.''
PART II
rORRKSPOXDEXCE
CHAl'TKH I
THE AKI- AM) I rs l'K(»HI.F.MS
1. NN'hat was llic ancient status nf husincss ccrre-
spondcnee:'
2. What was the chief fault n[ the old methods of i„-
struetK-n III writing husincss letters.'
arise ^
• iuiii \Miar cause iIkI the imuA
provemcnt in methods
58fi
CORRKSPONDEXCE
■i. What is the n.a.n purin.se in husiness correspond-
kinds of Kn^Iish c()ni|)()sition.'
•>. AMiat is a test of a o-o.hI hnsincss h-ttc- Fcr
Hhat rc-ason do ,i,any Ic-tters fail t„ meet this test'
0. AVhat are the two processes nsuallv neeessarv in
^vntn,^. a suecessful husiness letter^ Distinonish' be-
t ween then. ^Vhieh is the nu.re in^portant and whv'^
'■ \\ hat are the disadvantages of the eorresp(,ndent
J.^.pa:.d w,th the salesnuu.r What are his advan-
H. Why shonl.l a n.an n.,t "talk"' in a husiness letter?
In what respects should a o-ood husiness letter resemble
.!oILlitw"' '''*^"'"'^*'' ^"'' '^'' 1^""^^ "^ P--
J>- ^Vhat is the difference between writing for ex-
j'l-ession and writing- for impression?
JO. In literary composition who makes the adiust-
"u-nt between writer and reader that is necessary if the
message is to be conveyed ?
1'. In business correspondence wiio makes the a<l-
Jiistment?
l^. State briefly the n.ethods necessary in learning to
^w•lte good busmess letters.
Tin. MVF. C's or IUsINKss COKHKSP()XF)F.Xc-K
1^. What arc the five C's of business correspondence?
I*. ^^ liat is meant bv eh'arness?
l.>. What is obscurity^ How may it be avoided ?
]:- ;M"I '^ ^•'^^"^"^^'^^ n-v n.ay this be remedied?
-• -.wiuT i> uMiiMguityr VVJial is its remedy?
Qriz QrKSTioxs gg^
18. Wliat positive things are necessary to secure
clearness.''
VI \Vhy is correctness necessary in a hnsiness letter^
-0. \\ hat is correctness? Discuss the nature of us-
age.
•-^1. Why sliould a business letter be concise?
22. How (Joes conciseness differ from brevity?
23. What are t.ie merits of the example gix-en?
2-t AVhy ,,s pohteness necessary in a letter? When
and how ,s ,t most frecp.ently neglecte.l? Why is it not
MdUo say "Thanking you in a.lvance I'or tl^. favor'V
Jo. ll(;w does courtesy diJlVr from polite.iess^
20 Wliat is meant by tlie "you" attitude? What is
us value?
27. What is meant by cliaracter in a business letter^
28 ilow do some writers mistakenly attempt to se-
cure it? ^
29. Why should stereotyped expressions be avoided^
ilow can a writer secure character?
'i(h AVhat is the value of securing character'
ai. Analyze the letters of Lincoln and .K.hnson to
discover the things that give them character
CIIAl'TKH in
Tui; ntiNc ii'i.Ks or i oxsrurc tio\
:i'2. What are tl„. I.asic principhs of construction In
,. ,,, , J nocncL. W luit is lueu relation to the
II \e C sf
^i'i. What <iors llu. principle of unity demand of tl..
»>iioie letter f
;u. [I
OW
may a letter be testcl for unity?
588
^OJ{jj|;sj'o.M)j;^^.j,
I"
If
!;
teren(P ^''^oi.ud. Il.m- sliculd the let-
<^HAI>TKH IV
■'■'fj: i\\i{.v(;i{Ai'if
■i. '^.1 M- : l';;'-^'«'-:''''' ■-•'-■■'«•.■"' Tr„„.
. f«- ''■"I.-.- nl,„t ri,v,„„.:t„„,,, .|,„„„I .,, ,,. .
•■■"We-«.„te„ee panwa,,l, I,, „v„id„l.' '
-in, i;;urr tiY
\
Qi:iz qiEHTlOSS
() the g'en-
ii-c uiiih'.
wnand in
ice ?
I' be con-
ed letter
and of a
ficre ac-
^ Hon-
-' intro-
tlie let-
l)e de-
nethod
589
49. Why should the short paragraph be avoided in
aiLswering complaints r
JO. Under what conditions may clauses in a sentence
be separately paragraphed^ "itence
parag,5;: '"^^ ''' ''^''^'^^^ ^' -'*>■ '4>ply t<, the
.52. Jlow may a letter be planned in advance to se-
cure unified paragraphs^
u' Ar."V"''V''' '"''^' "^' P^"-^'^'-^n^lis be tested?
oi. \\ hat are lorni paragraphs and how niav they be
constructed to be most useful.'' * ^
grf,y^'^''" " '^'' ''"''''''' ""^^^ "^^^■"' ■" ^^ P^^'-a-
.56. What is meant by the descriptive order and when
ina\ It he used?
.57. AVhat is the deductive order? What are its chief
advajitages and disadvantages?
.58. What is the inductive order? What are its ad-
vantages and disadvantages?
^^^.^O.^IIow may ideas be arranged in the climactic
(iO What is meant by the maintenance of a sin^e
point of view m a paragraph? Whv is it useful^
<•!. How may emphasis be secured in the paragraph?
IFow
iseful
CHAPTKH V
TIIK SEXTEXCE
62. riow may good sentences be produced in busi-
ness C()rresj)ondence?
6.'J. What is the relation of th^ im,..-...; t.. j
'•>• mdividuai sentences to the impression prndu^rbv
the whole letter? •
590
('OKKi:sj>0.\i)].;v(<j,;
-It-
abk mT^"' '' ^''' "'^^^'">'"" 1-n^th of sentence, allow-
able in husiness correspondence'
^. Why should iVa«n.entary sentences he avoided?
sJL2 [^ ''T\ •■ !''^ ''"'"^^^ ^''^'t Jac-k huilt"
sentence . U hy shoiikl it he avoided'
(i7. How does the incorrect ^voupnv^ of id.as violate
the imncple of unity in a sentence'
;;«. What is the connna faults ,Vhat is its ren.edv^
sentences; "" ''"^ """""" ""^^^ ^^ --'— e in
70. Jjnmt is the ruie .,f onler in the sentence?
iatit>hl;:;:er " '""""^^^^'^^ ^'^^"^^^
72 What is the parallel con,^ :ction and how is it
useful ,n secunno. coherent sentences^
^^^7jJ. ;^Vhat is the halanced sentence? Where is it val-
74. What is a nilsrelated pronoun^
7.) What is the rule for the use of participles' Whv
should the ahsolute participle he avoided' '
he'L-!:dV"^^''^^''^^^'---''^^
77. Why is brevity valuable in securing, sentence em-
phasis? IFowisit ohtained'
cnSa">" ^^" "''^"'"'^ ^'"' ^"^^^^"- -'^ ^^> —
70. Why shouhl parenthetical expressions and con-
tence. A\hy should neoatne ideas he avoided there ^
What words should he placed there?
80. What is a periodic sentence? UHmt is its value
in secunncr emphasis?
^81. What is climax^ What is the most effective
*•■•' -' '" "lilt-, HI a ciimax '
QUIZ QUESTIOVS
CIlAPTEIt VI
«2. \VI,at is tl,e baM. .,r g„„,l ,i ;,•„„, j,,„^. .
«.'i. What ^^eneral nieth.uls arc hdpful i, .securin..- .
n«ht choice of words ^ Wh-if i. n. ' ■•><-ujiin^ a
'" "-kin«. the du'lcVr "" '■'"■''"^•-- "' '■"-'""
S4. Wliat is meant I)v mioil nsr' H'l.-.t i ■ i ,.
« onls arc n„t in «,.,„| „.,,; ! ' "" '"'"''' "'
8.3. Wl^. .sl,o„l,l sla„« and vul^^arisn,,, be av„i,Ie,l?
87 wV"""'':-'"" "■" "■""'■' "'^^■" "''.ieoti..nable?
nv. Wlmt are idionis?
88. Whav i. „, ,„, „f ,. „j,|,.^..,_^. ,^ ^,.^^.^_^^
•'ia\ It be secured^
se'lrer^'' ^^ ''" "'" "' ''^^*"^^^- "«- --3' it be
^^^no. When should conerete and figurative language he
in. When k lingo permi.ssihle?
V^l^r^r'7"^' '"'T" '^'"^ ^"''^ colloquialisn.s.
\\ hen are they permissible?
CHAPTER VII
MECHAXICAI. MAKE-UP OF THE LETTER
0.3. What is the most important <,ualitv t<, be sotight
iM tlie mechanical forms of a letter.' *
04. Whiit slumh! U
stationery used?
IIIC Ol/yC,
ouiur, an(i te.vture of the
592
CORUESPONDKNC'i:
05. Wluit are tlic chief re(iiiircnicnts of a f^ool letl
lu-ad:" Why is advertising- in a letter-head ohjecti
able^
!)(). \\'hat e()h)r of ink slioiihl he used;"
!)7. \Vhere shoiihl the wi'itteii heachn^' of a letter
placed:' What should it include.' What is the con
order J"
t)8. Where should the inside address he ])lae
Wh.it should it included What titles should he usi
99. What are the correct forms of the salutation
100. What is the correct arrani^enient of the body
the letter^
101. What are the correct forms of the complim
tary close?
102. What are the requirements of the signature?
103. For M'hat j)in'pose should a postscript he us(
How should a letter he folded and placed in the en\
ope?
104. "What are the reciuirements of the envelope'
CIIAPTKIl VITT
ROUTINE LETTEPS
III
105. What qualities are most important in routi
letters? How should an incpiiry he written? Write
iiuiuiry.
10(5. "What are the six recpiirements in an order I
ifoods
:?
107. W'rite a correct order of goods.
108. In what form should money be enclosed in
letter?
ijfool letter-
l ()l)jec'ti<)n-
a letter l)e
tl»e correct
lie placed?
1(1 be used?
Ill tat ion:'
the body of
^ompliinen-
lature?
[)t be used?
I the envel-
nvelope ?
QUIZ QUESTIONS
593
I
111 routine
Write an
1 order for
closed in a
109. What is a hurry-up letter? AVhat should it i.i-
au<le aK m what onler? What is the best tone to use?
110. \\'r!te a hurry-up letter.
CllAJ'TKU IX
COLLECTIOX LETTERS
HI. What are the two objects of collection letters?
WJiat factors determine their relative importance?
112. What are the general methods of the manufac-
turing wholesaler in collecting money?
li;j. Why is the object of retaining friendship more
important in determining the methods of the retailer?
What are the main types of collection letters used in all
classes of collection?
114. E':^])lain the importance of regularitv and sys-
tem in collections.
11.3. AVhat are the main requirements of rhe formal
notification? Why should not the personal element or
element of character enter it?
no. "Wliat is the nature of personal appeal? To
what instincts should it be directed?
117. What is the disadvantage of the appeal to sym-
patliy? How may it be properly used?
118. What is the nature of appeal to the sense of
justice? What imi)lication must be avoided in it?
110. What is the nature of the api)eal to self-interest?
T20. TTow may inducements be offered to secure
payment?
121. When may an appeal to the sense o^ humor be
used?
rv— f?8
594
COJiKKsroNDKNCK
1:^2. Wh.f kinds of threats are use! and hem-?
l:-.i. C.nipare the three types of threats i-iv
Illustrations.
given as
AI'PI.KAIIONS AM) lilA O.M MKMj.vrioxs
l:^^. What attit.Hle shonhl the writer take in a,.„lv-
"!<•• lor a position r ' ' '
K'.3 U.nv ,„,,y the n«.,ls of tl,o en vc,- I,. an„lv.e,l
'iiKl met hy the a|)plieant^
1^1 lion- shouhl a hiind advertisement he ansv.ered'
SM-ered ' '' '""'^'''^' ^'^^-^''-ti-^^-'^^'nt he an-
128 Analyze the speeimens ^riven to diseover tlie rea-
sons for their siieeess.
1L>0 Hon- does the appheation for a position to wlnVh
e writer has heen reeommended differ from the kimis
. I -dy diseiis. .1^ What parts of a man's .nalifiea-
*'«"is sho.ih! he emphasized h. sneh a h-tter?
1-iO. What material shouhl the letter of reeommen.hi-
lion inehide:'
l*n. IIou- sh..i,hl reeommendallons he used hv the
.■tppheant:' • ^
';f • ^''';\^:,^'-'.'''I '•' A^'-neral letter of applieatlon 1
fn the luibolicitcd appheation?
)e
I)()siti()n
AXSWr.HS K) ( i)Ml'i AINTS
m. What is the main porp.-se in answe.In.r ,
nhiint ^
I r(^n^-
fiven as
apply-
laiyzed
v.ered ?
be an-
I
4
131. Til writii
QUIZ QUESTIONS
iplaint wh
OUO
1^^ a complaiiu wiuu (|iiaiitv is espcciallv
1" '|C' souohtr How siu.uld the complain't he urittei^
V\ i-ite one.
I.T). n,,u may onhnary foiiiplaii.l. he answered^
VM. I>„int out the faults in the example oiven
U n(e a suhstitiite.
137. How shouhl eo.nplaiiits ..I' poor nunlhy he an-
swered^ AVrite siieh a letter.
138. How should unjust complaints he answered'
\\ nte sueh a letter.
13!> How should a letter in answer to an fnadefiuate
order he written:' Write one.
he rea-
' wliich
' kinds
difica-
lenda-
>y the
on he
isition
com-
CIIAPTKl? xir
SAI.KS I.I'riKKS
140. How does the writin- of a .ales letter diiTer
n.m the writinu of an advertisement 1
in. What are the four ehief f;.n<-tions of a sales ap-
peal f
I I1-. How does the typical sales letter perforin these
I I unctions f
I ^3. What are the re(|uirements <.f ;, m,„„| heLnnnm-r
"1 the sales letter:' '^
I U. How max the talkino-poinf s he found and used?
n.m should the pru, talknio-poinl he usr<|'
U."'. AVhat are the rc.piiremMi.'s of .-, ooo.l presenfa-
'k'II of the talkiiiu-points'
1 ^':. Wh,-,| is the vJu.' of facts and lio„,vs in secur-
m^^ <-<.n\ ictioii r F low may they he pr.'sented '
I 1'7. What kinds of testitnoi.v nrr ..-r.;! •;:;=! j;..,=.
may thev he used:'
'1^
f>l
M'f
148. IIou -liay tests l)c used t
'> seciu-e conviction?
'!■• ^^lla rs the psychological coinnunul? What i^
'In vahje in the Hose of a htter'
I.>0. llmv n.ay the eh.nces of scrn.ino. an onler he
.nm.ase,lhy eeonoM,i/in. the reader's exertion r
^J-^. U hat mducements are vah,ahle in securing the
CIIAPTKI{ XI H
TTIi: AI-I'KAI. TO 1)11 IKKKXT CLASSES
l->2 Wiwit must the writer know a!.ouf his readers in
'-- to adjust the message to their particular n:"i:
..3 lowdoesalettertoalarinerditrerininaterial
' "iif I" .'I llliMllCSS iiiaii.'
I.H. I !.,„ ,;„.., ,1k la„j.„aKc ,lirtV,- IVo,„ (i,, |„„.
K"a„v ,,..,! ,na.l,l,...M,,. a i,,,M,,„s ,,.,,, f WiK, t
I.... II.,u ,„ |,„,.s ,„ |„„,Vvs„.„al „„.„ dillV,- i„
'■'7:;;'' '';;■";• <• '- i-si,„.« „,. .,.,,an„..,s
I- m,«,.,,,,,,,a,,,si,,,,.,.,,,,,,|,,,^,, ,,,,,,. .^^,,^,, ''"'"
'■'■■ '""■'""■' -PiHsi-tl,,- sl,a,„shi|, <.,,„,,.,„vs l,.f-
!'-P.n..,-r n,Mv..a„,h..,,.,„.,.|„.a,.i„s,,, ,. ,, .
.,',;;,„ ■"■" '"'^ •"""'"'-■'« I-ints a,„„.aM„
•''.'"""■■""'■"-""-'I' l"-li„„ |V„,„ iIk. I,.|l.,. , ,
>tev .
linn?
Vhiit is
•(Icr he
iiff the
P
Icrs in
icc'dsif
itcrial
■ l;in-
l sort
tilers f
(-■r in
piil)-
s let-
pa !•-
al to
iat)i-
.'r to
QUIZ qi:j:sti()\s rm
CIIAPTKll XIV
rOLLO\V-ri' l.KTTl'.RS
lOO. What is the {)iirpose of tlie majority of follow-
up lettirs and how do they perform it:*
Itil. How are the functions of a sales appeal divided
ill the letters of a follow -u|> series :'
Hll*. How may the letters in a follow-np series he
■"tied uj/' with one another^
li;.*}. How should the heo-iiHiino- of the follow-np let-
tei- he written:'
1<>4. How do the tone and eonstruetion of the follow-
iij) letter ditKer from that of the original sales letter^
K!.-). How should the endino- of the follow-up he writ-
ten^
Kit;. AVlKit should he the work of the final follow-up;
C'H.V1»TKR XV
F.Vcr.osruF.s and afaimnc; ( ahiv"
I)S
ow
1»»T. l-'or what pur|)oses are enclosures used? H
do they differ from letters f
KiK. What are the main requirements of the refer-
< luf eataloy:'
K.!>. What is the purpose of the .h'serlptive hooklct
and how slio!ild it lie eonstrueled '
170. How should e\ id,;uc (uelosnres he constructed
and used'
ITl. \Vliat are the re.juircments of the order l)Iank^
17'J. What advantan-cs have mailinnr cjirds an(J fold-
ers i-.viv letter's? How shouiri ii,y i>e construeli'd so
••IS to make the hest use of these advanta^rcs^
ih
o98
COHUKSl'OXDKxci.
.r:i. n,nv ,„ay U,,c.,.s „„d r..!,,,,, |„ „,.^.„
Pl>'} ■ W hat arc ll,c lc,ju„a„f„ts u( a o„„,l ,7t,e?
I53J ■ • ' lil
CIIAPTKU XVI
l'OLL(n\-Li' SVSTKMS
,11 1 ■" 'l-^- ll.c I ninnf,,,-,,/!! affect it;
"/ .. " .at ,|„c.st„„is al,„„t the art!- I, itself ,n„st h,.
^msvvccl hclorc |,h,„„i„„ the svste,,,'
•"••'liitt airc'ct the .s\>,tciji :^
IHO. \V|,e„ are „,allh,« ear.!, an.l f„I,Ier,, pennis-
Class postao-c luccssarvr
P'^tMs^ U|,,t seasons an.l days oft!,, month .,n,l
\\rck shoiiM lie avoided?
i«:^. ri.n a ean.palu,, h. a<vordanee m ill, Hu-se pri,,-
' :,^"''V''''''''"'' '*"''''•'''-''■ ''-'vi'-l campaigns
nil jitioned. ' 'r^"^
'H•^ Hou ean the results of Individual letters he
IHJ. H..V <.n. ihe ielters in a .iven ean.pal^n he
'"-'led and eonifjand!'
18;j. 11, ,u ean Ih.' result ,.l" t,..i.. J j . •
QUIZ grKSTIONS
599
i
CHAPTER XVII
r.,j?
ARGUMENTATIVE LETTERS
18r>, How dors an arirumcntative letter differ from
the ordinary .sales-letter^
1H7. How ean an objeetion lie niinimi/ed I"
188. How ean it he met ^ How should the ar<rument
lie haeked iip^
180, Write an ansM'er to an objeetion, or an argu-
mentative letter.
CHAPTER XVIII
OI riCIAE LETTERS
1
190. AVhat are otheial letters r On what kind of sta-
tionery are they usually written!'
191. What are formal ofHeial letters? How does
this meehanieal forui ditl'er from that of ordinary busi-
ness letters :*
1!>2. How should the titles Reverend. Sir, and Hon-
orable he used? AVhat titles are used in addressing the
important federal otliei rs f
I9.'{. AVrite a formal ofJirial letter.
191.. In what respects do infoimal ofFieial letters dif-
fer from the foiiiial '
19.J. Writi' an informal oflleial letter.
I
A
INDEX
Advertisement,
Character of goodii, 97-100.
Cost, 98.
Danger "of a page a day," 102.
Determination of space, 98.
Di^tril)ntion of appropriation,
101-102.
lAI)cnse and size, 99.
I.iirge advertisements, 99.
"Layout," planning the, 10^-103.
Market, 99.
Publications, choice of, 100.
lihythni in, 103.
Selling points to be emjjhasized,
9«-98, 103.
Type, 103.
W.inain iker style, 96-99.
"Advertiser's handbook," 100-101.
.\dvcrtising, evolution of, 1-.'.
Advertising manager.
Advertising c.impaign, 232.
Duties of, -'.58-259.
Importance of, 255-256.
Of manufacturer's selling organ-
ization, .'U8-3t9.
Itelations with the agencv, 252-
253.
lieiation to salespeople, 251.
lielations with salesmen, 252.
\il\ertising mediums.
Character of goods determines,
118-120.
Collier's Weekly, exi)ericnce of,
li7-152.
Contracts and tertns, UO-UI.
Co-iiprrative |irintiiig, 153-1.56.
Density of circulation, 113.
"'i>ti liiuiiipii of, i42-i4-;i.
Family jiaper, 144.
Free advertising. 139.
Home jirints, 1,*2.
Magazines, 117-120, 143-141.
Monthlies and Weeklies, U4.
Newspaper.-,, 152 et seq.
Rates, 161-16.3.
Trade journal, 127.
Advertising specialties, 188.
Advertising technique, 84-93.
Advertising tricks, 56-57.
Ambiguity in writing, 291.
Ajiplication, letters of.
Analysis and adaptation, 422-424.
Hlind advertisements, 425-426.
Comiilete advertisements. 427.
I'or recommended {)ositions, 4.3.3.
Successful applications, 431.
I'nsolicitcd applications, 438.
Argumentative letters,
I''.xamples, 555.
Meeting the objections, 553.
.Minimizing the objection. 5.>3.
Problems, .solving particular, 553.
Art in advertising, 89-91.
Attention, holding the. 38.
B
Ben Day Process, 82n.
Bill boards, 178-182.
Blotters, i<16.
Booklets u.l folders, 201.
Business correspondence.
("■roulh of the art of, 276.
A.dju'.tiiiint in, 281.
Conviction and persuasion in,
279-280.
In former times, 275.
Letters and talk, 281-282.
(>()]
602
IXDEX
m
business com-nondencp— (r,>„/,„.
ued)
.Methods of instruction, old, 276
Purpose of, 277.
Simplicity and exactness in, 291
Business letters,
Farmers, to, 181-lHl, 185.
How to learn to write, 287.
Professional men, to, 489-490
493.
Test of, 278.
Titles in, 562.
Women, to, 496. 497.
Business stationery, 383.
Calendars, 193-196.
Character in business correspond-
ence.
How secured, 302.
Illustrated, 304.
Stereotyped expressions, avoid-
ance of, 303.
Clearness, 289.
Coherence, 313.
Order, 314.
Connection, 315.
Kxcmi)liricd, 317.
Collection letters.
Formal, 406.
Humor in, 406.
Inducements in, 412.
■'"stice, appealing 'to the sense
of, 409-410.
-Manufacture, methods of. 402
Oiiject of, 401.
Personal appeal in, 408.
Kctaiier. methods of, l.03-t04.
Sclf-i„ierest, appeals to. HI.
Sympathy, aii[)eals to, 408.
System in, 405.
Threats, 415-110.
Collier's Weekly. 144-148.
Colhxpiialisii,. ;}HI.
Coinplainfs, atiswcrinir.
iViioiit >ro()(Is, 449-150.
Hxamples, 497.
How to make, 444.
Necessity of, 444.
Ordinary complaints, 446.
t'njust complaints, 451.
Conciseness, 294-296.
Consumers,
Creating demand by, 224.
I5efinition, 227.
Mail order houses, 204.
Manufacturer, 204.
Co-operation in general.
How some dealers used, 245-246
Co-operative printing, 153-158.
Correctness, 292.
Dependent on usage, 294.
The most important question, 38
Coupon n.ethod of creating den.an,
225-226.
Courtesy in business correspondenc,
296-297, 298.
Cuts, how inserted, 108-10.9.
D
Deland, Lorin F., 27-30.
Demonstration as inducement to buy
247-248. •'
Di( tidii.
Kxactness in, 379,
Good thinking the basis „f. 'm,3
Simi)Iicity in, 378.
i)istribution to retailers. diffie„lti„
m.
Advertising advice for. 217.
Kliminalion of jobber, 201
"Free deal." the, 233.
C'uarantcp, use of, 227-228.
Indueiiiir dealer tr> ,.
-'37->!9 •■"'-"I'erale,
Opposition to mail order houses
-'07-208.
Place in distribution. 219-250.
Price cutting, 208-20').
- r::T Ittnkiiifi. 2|7-^I8.
Publicity method, 208.
INDEX
608
i, U6.
151.
, 224.
)4.
I,
fd, 215-216.
53-158.
29-t.
luestion, SH.'i.
■ing demand,
respondence,
09.
^
t
lent to huj,
! of. :im.
difficiiltir^
-'17.
'01.
'H,
o-operaf.-,
J-^50.
Distribution to retailers, diflBciiitics
in — {continued)
Quality of goods, importanre of,
218.
Substitution, practice of, 208.
Oobbs, Samuel C., 178-179.
E
Klectric advertising, lHl-187.
Electrotypes, 79-81.
Kmphusis, 318, ;}21.
Beginning of letters, 319.
I'.nding of letters, 320.
Paragraphs, 310.
Proportion, 321.
Sentences, 350.
]''.nclosures,
Classification of, 519-520.
Descriptive booklets, 521-525.
Display in, 5,'}0-531.
Kvidence, 52()-527.
•Mailing cards and folders, 529.
Order blanks and nii.scellaiieous,
Heference catalogs and booklets,
521-523.
Kxpen.se, size of advertisement and,
99.
Eye in advertising, 41-49.
P
"Financial advertising," 122-1G7.
I'()ll()w-up letters.
Beginning, 500.
Body of, 509.
I-ast-call letters, 515-519.
Linking of, 505.
Material, division of, 503.
Piirpo.se and plan of. ,502.
Two good foUow-up.s, 513. 514.
i'ollow-up systems,
C ireful planning in. 532.
I'liccking rcsult.s, .system in. 51,-,-
54«.
Costs, itemized, 547-519.
'iidividiiai mailing ])ieces, 540.
Profit margin of, 534.
Proposition, nature of, 534, 536.
Prosi)ect.s, classes of, 537.
Purpose of, 5,^3.
Test in follow-up campaigns,
550-551.
Time element. 511-542.
Types of, 538-510.
Tyi)ical, 513-511.
Free advertising, 137.
Free sarn|)l("s, 224.
French, (leprge, 88-89,
General mediums, analysis of, 141-
143.
Gillam. .M. M., 95-98, 101-102.
"Golden oblong." 38.
Grief, Hurry, 200-201.
H
Half-tone, 74-78.
Haiid-I)ills and samples. 188-190.
Holnian, Frank H., 2iO.
House organs. 200-201.
Huey, lulmund Hurke, 43, 44, 45,
48n.
Hunter, George L., 82-84.
Hurry-up letters, 397.
Imagination, appeal to the, 24-32.
Visual images, 30.
Keith, Gordon C, 127.
I.ayntit. 102-112.
Letter, mechanical makeu|i of.
Body of, 388.
Color of ink, 385.
vciii|iiMii<iiiary close, 3MM.
Fnvelope. .390.
Generiii suggestions for, .389.
F^ff*i
604
INDEX
J'ltcr, mechanical inukenp of—
(roHliiii(eJ)
Ilcadififi:. 385.
Inside address, :i8fl.
Letter heads, :J8J.
Nalnfation, US".
.Sif;natiire, lis!).
Ji'wis, E. 8t. i:i,no, I..0, 1,(7
M
-McClun.'s rna^'azine. I(i8-I7().
Magazines, IIH-Ijo.
Mailing cards,
Oi'^pl'i.v in foi.iers and letters
•Mailing cards and J„ldcrs. 3 hj
Mail-onler nuthods of .selling,
('rowth of, J(U.
Mental [lictures. J J.
^liddleinen, -'I7-JI8.
Misused words. ;{(;-.
Money in a letter, :j<),;.
"Modern Advertising.-' ,7,,.,;,;
Mucnsterbcrg, Hugo, w, 5,5.57'.
Newspaper illnstration, 81-8'j
N.uspap..rs as advertising n.ediun.s.
O
business correspond-
Olisriirity in
cnce, Js<).
'"filial Ictlcrs, .•i,il.
'■'"niral. .xanipjes. 5(;.V,(i;i
fnfonnal. examples. ,0(;i-5.i,5.
iitles. use of, ,',(J-2_
Painted signs, 181-182.
Paper, 8t-<)|.
Paragraph.
»- "iiiHiic order, ;}38.
C.nstrn.lion and c,.nne<ti,<n. 338.
DeJui, 'ivf order, .33^.
I>f ..iptive crder, 3,35.
Kn)|)l,asis in, 310-341.
''''>rni, 3,3J.
Inductive order, .337.
•Narrative order. 331,.
Origin and purpose, 3,'3.
P'T'igrapliing clauses, 3,'8.
■"ilii'rt paragraph, value of, 3>1
•^'"Tt pargraph, when un.lesir-
'd)le, 3.'«)-3;J7.
Single sentence paragraph, mis-
"■^e of, 325.
Inity in, 3,>i), 3.30, 331
I'er.siiasion, -'18-^W.
Point system, 59.
Posters and signs, 170
By retailer, 209-2\o
Price niak"ing, i>l7-Ji()
Price standardization, 230.
Printing technique, .ifj-fia
Proof.re«ding. 11,3-115.
P.sycholojry^
Advertising and, 52-50.
Hate cards. ]fi8-lo'9.
Hate cutting, Kn.
Hates, l(i7
Heady print lists, l,57-l,';8.
Hecommcjidjitio,,.,, i:j|.|.{;
H.romn.c.dations that ' help. „(j.
1..37. '
Helation I.etueen qualities and
principles, 308.
H'tailer. prnhlcnis at. ]9(1.22S
HIn thm, in advertising, .i.Ki'j '
HiHiline letters,
KncloMrig nionev, ,30-, 3f)r,
"-O-P letle;s, ex^npl.;. 397.
INDEX
606
i3(J.
atul
S.'iIps lottors,
An.ilyscd, li7-l,W.
Article, description of. Ki9-47J.
<'oiimi;iii(l, psycholofricil, J7(i.
I'.xfrtioii, iiiiiiiiiiiziiijr tlic rcfuliT>.
K7.
F.icts .ind (ijriircs in, I.7:!.
l''iinctioii.s of, \:,7.
Indiiccnicnts to ordering', Ws-
17!).
Sales letters and advertisements,
difference, t.jj-tjli.
Talking points, selection of, liid-
468.
Testimony, ill.
Tests, 475.
.Celling methods,
limergencies, how met, 236.
Sense stimulation, ^l.
Sentence,
Halanced, 352.
Climax, 3(il.
"Comma fault," 3W.
Construction, 31.', 353.
Co-ordination, faulty. 355.
Kfficient, 31-3.
Kmphasis through j.osition and
l)revity, 35(>, .358-359.
Ideas, 315-347, .348.
Length of, 341.
Order, loTJcd, 350.
Participles, misrelated, 353.
Periodic, 330.
Point of V w, .351.
Pronouns, misrelated, 353.
Heiietition and suspense. 3,-,7.
Suljordination, faulty. 355.
Sight, appeal to, -2'.i.
Slang in letters, .381.
Standard c.mditions in rates, I(i<).
170.
Stereotype. 81.
StereotvDed e\urrK<^„^r, ,:,i
Stycker, A. M., 66-67, 100-101, 1 12.
113.
Suggestion, 19-54.
Snpiihmentary advertising aid-^
Blotters, I!)(i.
Booklets and folders, 2(H)-Mi.
Calendars, 193-)!)(i.
Uifficulty of devising, 1(;9.
J-.lectric advertising, 181-187.
Hand hills, IK7-I9I.
House organs, 19f;-J0O.
I'ainted signs, IHI-IHI.
I'oster, 176.
Street cars, HO, 177,
Textile World record, 132.
'I'iles in letters, 56-'.
'i'rade mark, 51.
Trade papers, 127.
Trade secrets, disclosure of, 138-
140.
Trading st;:mps forhidden by man-
ufacturers, i?16— '17.
Type. 103.
Tyj)ograi)hy and advertising, 58.
U
I'nitj-, 309.
Concentration on essentials, 310-
311.
Kfficiency, in relation to. 3Ii.
Paragraph, in a. .3J9-330.
Senfeiu'c, in a, i;56.
Test for, 3.31.
I'nnsu ! forms to he avoided in ad-
vertisements, 47-48.
Vagueness in construction of letter
290.
of, 303.
Street car advert
Wast
ising, 171-176.
W
p. prevention of adverti
233-249.
img,
(HUi
Words,
C'hdict" of, 'Ml.
Concrete, .'iTa,
Correct and incorrc( f, ;j(;.5.
!>■< tion, simplicity in, :i7H.
Kxiictness in diction, ;j7!).
Mioms, .'!7(i.
Lingo, the place for, Wl.
1M)KX
Misuse of, HOT.
Sliiili and will, ;jfiH.
Siangand.oiloquiali.sms, 381
Mood cuts, 79.
Zinc etcLiMK, 73-78,
581.