UC-NRLF 
 
 $B ET7 bfi>7 
 
 
GIFT or 
 
To Aid You to Examine "Otto's Commercial English" 
 
 1. This course is designed particularly for those students having a tuork 
 r foundation of High School English. 
 
 2. See hou> easily the approach to the neu> subject is made by buildinc 
 old familiar ground— literary English. The unknoum is defined in terms o 
 
 ! knoum— a principle that marks the book as pedagogically sound. 
 
 3. Glance over the numerous forms and illustrations (pages 20-25, 33 
 ) . Note hou> varied, up-to-date, and practical they are. 
 
 4. Follow the careful arrangement of the types of letters— observing tha 
 ers of recommendation and application are left till last that they may be fresr 
 :he student's mind in case he goes from school to find a position. 
 
 5. Read over the assignments (pages 48-50, 61-63, for example) . Don'l 
 i think they ivould inspire resourcefulness, originality, and initiative? 
 
 6. Give some time to the consideration of the tuay in tuhich elementary 
 ertising is presented. Real, practical, definite training in advertising funda- 
 itals is given. No generalizations, but specific illustrations and information. 
 
 7. Last— a new feature in commercial English— the position of the rules 
 grammar and punctuation. Nor at the first, so that commercial English 
 rs its freshness and interest before the course is well started— but at the last, 
 are the rules may be studied and referred to when the students personally 
 reciate and realize their value. 
 
 ODYEAR-MARSHALL PUBLISHING CO. :: Cedar Rapids, Iowa 
 
Digitized by the Internet Archive 
 
 in 2007 with funding from 
 
 Microsoft Corporation 
 
 http://www.archive.org/details/commercialenglisOOottorich 
 
Commercial English 
 
 FOR 
 
 SECONDARY SCHOOLS 
 
 BY 
 
 WM. N. OTTO, A.M. (Harvard) 
 
 Head of the Department of English 
 
 Shortridge High School 
 
 Indianapolis, Ind. 
 
 Goodycar-Mar»hall Publishing Company- 
 Cedar Rapid*. Iowa 
 1918 
 
COPYRIGHT IN 1918 
 
 BY 
 
 GOODYEAR-MARSHALL PUBLISHING CO. 
 
0$ 
 
 ed-jc. 
 
 LIBRARY 
 
 PREFACE 
 
 This course in commercial English has been prepared 
 primarily for use in secondary schools. The material con- 
 tained in the book and the method of treatment are the out- 
 growth of the author's ten years experience in developing a 
 course in the subject in Shortridge High School. Practically 
 all the work has been tested out in the class-room, so as to 
 ascertain the best methods of presenting it to the student. A 
 careful study has also been made of the forms used by busi- 
 ness firms with a national reputation, so that those given as 
 models in this book may be regarded as conforming to the best 
 present-day usage. 
 
 Correspondence with representative business firms made it 
 clear to the author that what business men are expecting of 
 the high school graduates who enter their offices is a thorough 
 and usable knowledge of good English. This is to be regarded 
 as far more important than mere matters of form, for it is 
 often necessary for beginners to learn new forms to meet the 
 preference of a particular firm. 
 
 The plan of the book is so simple that little explanation is 
 necessary. The opening chapter defines commercial English 
 and distinguishes it from literary English, with which the 
 pupil is already familiar. The essentials of business composi- 
 tion and the form of the business letter follow and lead to the 
 application of these principles to the different kinds of busi- 
 letters and to telegrams, cablegrams, and elementary ad- 
 vertising. Reference chapters on spelling, punctuation, and 
 grammar have been added and may be used or omitted, as the 
 teacher thinks best. 
 
 The model letters have been taken, for the most part, from 
 
 iii 
 
 462230 
 
IV PREFACE 
 
 actual correspondence and are photographic reproductions, 
 showing true proportions. Frequent explanations are given 
 of the principles in these models, in order to discourage blind 
 imitation. Furthermore, many of the exercises have been de- 
 signed to teach the student to grasp the business situation and 
 express himself as the occasion demands. With this end in 
 view, the author has made a frequent use of situations that the 
 student can easily enter into, many of them being related to 
 his own school life. 
 
 In the preparation of this course, the author has spent 
 many profitable hours in correspondence and conversation 
 with business men and advertising experts. Their assistance 
 has been invaluable and is gratefully acknowledged. The 
 author also wishes to express his appreciation of the courtesy 
 of those who so willingly furnished illustrative material for 
 the book. 
 
CONTENTS 
 Chapter Page 
 I. Essentials of Commercial English 1 
 
 II. The Form of the Business Letter 16 
 
 III. Letters of Inquiry and Information 40 
 
 IV. Letters Ordering Goods 51 
 
 V. Letters Pertaining to the Settlement of Accounts . . 64 
 
 V T. Circular Letters 74 
 
 VII. Letters of Application 95 
 
 VIII. Letters of Recommendation 106 
 
 IX. Letters of Introduction 110 
 
 X. Telegrams and Cablegrams 117 
 
 XI. How Correspondence is Handled in a Business Office. 124 
 
 XII. Elementary Advertising 129 
 
 XIII. Word Study (Reference Material) 167 
 
 XIV. The Use of Capital Letters and Punctuation Marks 
 (Reference Material ) 192 
 
 XV. Troublesome Points in English Grammar (Ref- 
 
 ence Material) 201 
 
 Index 211 
 
PRELIMINARY SUGGESTIONS FOR 
 THE STUDENT 
 
 Before taking up the subject of commercial English, you 
 should realize that your success will depend, largely, upon the 
 use of right methods in the preparation of the daily assign- 
 ment. You have no reason to expect results unless you use 
 methods that are likely to produce results. If you have never 
 gone about your work in a systematic and businesslike way, 
 you should now start to acquire these habits, as they are inti- 
 mately associated with the best results to be obtained from the 
 study of tliis subject. The following suggestions may be help- 
 ful to you, if you have no study plan of your own; 
 
 1. Make a definite preparation for each day's recitation. If for 
 any food reason yon are unable to do so, inform the teacher 
 before the recitation begins and arrange to make up the work. 
 
 2. Have a regular daily program. This should include a definite 
 time and place for the study of the lesson. 
 
 .1. I'..' sure (hat you understand the assignment. This means not 
 only the number of pages or topics, but also a clear idea of 
 what the teacher requires. If in doubt, ask questions at the 
 time the assignment is made. 
 
 4. Provide all necessary materials and equipment in ample time. 
 This includes text book, writing material, etc. 
 
 5. Make a proi*?r use of books. In looking up a topic, always 
 refer to the index. 
 
 C. Do not abuse books. Library books, especially, should be 
 bundled with clean hands. Do not underline words or make 
 marginal notes in them. Such vandalism as cutting out pic- 
 tures or pages ta worthy <>f contempt 
 
 7. Study alone. If y<m Study with anyone else at all, be sure 
 that it is mutually profitable to do so. 
 
 8. Review frequently. 
 
 vii 
 
Mil PBELIMINAKY SUGGESTION'S 
 
 It is intended by the autlior that special emphasis be 
 placed upon the oral work as a means of acquiring ability in 
 commercial English. Accordingly, provision has been made 
 for frequent oral exercises, but the most important work to be 
 done in oral English is to be found in the daily recitation. For 
 its improvement, the following suggestions are offered: 
 
 1. Stand erect, on both feet, and free from the desks. 
 
 2. Talk to someone — the class or the teacher, as the latter prefers. 
 
 3. Speak loud enough and clear enough to be heard and under- 
 stood by all. 
 
 4. Do not begin to recite until you have had time to think. 
 
 5. Do not begin to recite until you understand the meaning of the 
 question. 
 
 6. Match your answer to the question asked. 
 
 7. If the question permits, recite in topical form. 
 
 8. Always answer in complete sentence form. 
 
 9. Use simple, direct, forceful, and correct English, 
 10. Profit by class criticism upon your recitation. 
 
COMMERCIAL ENGLISH 
 
 CHAPTER I 
 
 ESSENTIALS OF COMMERCIAL ENGLISH 
 
 Commercial English Defined. There are, in reality, only 
 two kinds of English — "good" English and "bad" English. 
 Commercial English is "good" English applied to the uses of 
 business, especially to the buying and selling of the necessities 
 of life. Business finds its opportunity in supplying the human 
 need of food, fuel, shelter, and clothing. It deals largely with 
 material objects that appeal to the sense of the practical. It 
 holds a serious interest, because it concerns the expenditure of 
 money, which is the compensation of labor. It is a distinct 
 phase of life and has a language of its own. This is called 
 commercial or business English. "While the two. terms are com- 
 monly used interchangeably, there is a slight distinction in 
 that "commercial" refers more especially to the exchange of 
 commodities, and may, therefore, be given preference. 
 
 A Mistaken Idea. If your teacher were to ask you, on the 
 
 first day, to write a business letter, unless you have had some 
 
 previous training, you would encounter two kinds of difficulty. 
 
 You w r ould find that you know little about the form of a busi- 
 
 letter and even less about the language of business. 
 
 You may have the idea that commercial English means a 
 kind of language that is pointed and brief, because you think 
 of business as bustle and haste. Perhaps there has been a 
 time when such an opinion would have been justified, but it is 
 not the present. If you were to go into the office of one of our 
 large, representative business firms, such as Marshall Field & 
 
a COMMERCIAL ENGLISH 
 
 Company, of Chicago, you would find that business is being 
 taken care of in a quiet, efficient manner, quite opposed to 
 "slam and bang" methods. This is the modern spirit of busi- 
 ness — of courtesy, service, and accommodation. It is an atti- 
 tude that is both logical and necessary, because, in these days 
 of keen competition, a business firm cannot afford to create an 
 impression that it is so rushed with business that it is not pre- 
 pared to take care of more. 
 
 The language of business has undergone a similar change. 
 The modern type of business man does not begin his letters 
 
 with, "Your letter of the inst. was duly received and 
 
 contents noted and in reply we beg to state that, etc." II e 
 puts the force of his personality into the opening words and 
 talks directly to his correspondent. He also avoids all such 
 expressions as "Yours reed.," "gents," etc., because they 
 imply haste and bluntness and a consequent lack of courtesy. 
 
 The use of business abbreviations is also on the decline. As 
 an illustration of the present tendency, it may be stated that 
 one of the largest corporations in the country sent out orders 
 to all its offices to spell out the word "Company," instead of 
 writing it "Co." This action arose from a feeling that such a 
 practice would be more dignified and, hence, more in keeping 
 with the importance of the corporation. 
 
 TESTS OF COMMERCIAL ENCI.ISII 
 
 Correctness. The first test to be applied to commercial 
 English, as to all "good" English, is the test of correctness. 
 This test demands that it shall conform to the recognized 
 standards of grammar, spelling, and punctuation. 
 
 The importance of grammatical correctness cannot be over- 
 estimated, since "bad grammar" is a badge of illiteracy. The 
 
 high school graduate who says, "everyone their," 
 
 "of him doing it," "who to give it to," etc., will be of little 
 value in a business office, however much he may know about 
 form. No matter how attractive the stationery may be or how 
 
ESSENTIALS 3 
 
 neatly the letter may be typewritten, two or three slips in 
 grammar, or even one, will stand out like bad strokes on an 
 oil painting. Bad grammar in reports, circulars, catalogs, let- 
 ters, or advertisements is like bad manners in a person. The 
 more you dress him up, the more he shows off at a disadvan- 
 tage. It is assumed that the pupil who is prepared to take this 
 course has a fair knowledge of the principles of English gram- 
 mar and is able to apply them in his writing. There will still 
 be, of course, troublesome points. Most of these have been 
 treated in Chapter XV. 
 
 While mistakes in spelling may be somewhat less serious 
 than errors in grammar, they should be studiously avoided. 
 The fact that they appear in print or in typewritten form 
 makes them more offensive to those who know what good 
 English is. Even one misspelled word in a letter of application 
 may cause the applicant to be dropped from consideration. 
 I Jut some of the boys who expect to become business or pro- 
 fessional men may think that it is not so important for them 
 to learn to spell, because they will have stenographers to write 
 (heir Letters far them, but they should remember that they will 
 have to dictate their letters to their stenographers and if they 
 themselves do not know how to spell, how are they to judge of 
 the stenographer's ability when she hands the letters over to 
 them for criticism? Every student will find in his vocabulary 
 certain words that he constantly misspells — words like 
 1 'development," and "parallel." It will take but little effort 
 to master these words and it is decidedly worth while to do so. 
 
 Pimct nation frequently becomes a practical necessity in 
 eommereia] English, in order to secure clearness. A thorough 
 knowledge of grammar is almost a prerequisite, especially in 
 th»- ease of the comma. Often a simple problem involves a 
 thorough knowledge of punctuation. For instance, if you are 
 called upon to write a classified advertisement for the daily 
 paper, you may find that the condensed form in which you 
 wish to write it requires an exact knowledge of the uses of the 
 
4 COMMERCIAL ENGLISH 
 
 comma and semicolon. This may be developed by the study of 
 Chapter XIV. 
 
 Fitness for the Occasion. A second test of commercial 
 English, as of all good English, is its fitness for the occasion. 
 As an illustration of this point, suppose that a professor of 
 economics has made a special study of the arbitration of dis- 
 putes between capital and organized labor. If he is to deliver 
 an address on the subject before an association of college 
 teachers of economics he will use one kind of language. If he 
 is to deliver an address before a convention of coal miners, he 
 will use an entirely different kind of language. If he were to 
 talk before a political gathering, he would use language that 
 would appeal to all degrees of intelligence. If he were to put 
 his knowledge of the subject into a book, it would require a 
 more formal and dignified style. Finally, in correspondence 
 with his publishers about the book, he would use language 
 quite different from all of the types just mentioned. This 
 would be what is termed "business" or "commercial ".English. 
 In every case, his English would be ' ' good, " if it were suited to 
 the occasion, and "bad" if it were not. Still, no matter how 
 ill it might be suited to the occasion, it would not necessarily 
 be incorrect. Commercial English, therefore, like all good 
 English, must justify itself in its fitness for the occasion. 
 
 COMMERCIAL ENGLISH STYLE 
 
 The Beginner's Problem. If he is seriously interested in 
 developing a commercial English style that will fit the occasion 
 exactly, the beginner will not be content with the mere imita- 
 tion of models or the accumulation of stereotyped phrases. I !• 
 will try, first of all, to sense the situation. This is accom- 
 plished by noting all of the facts in the case until the whole 
 seems clear and real. Expertness must come, ultimately, from 
 long experience in the business office, but much skill may be 
 acquired in a comparatively short time by constant application. 
 
 The second step in the process is to express these ideas in 
 
ESSENTIALS 5 
 
 such simple, direct, and pleasing language as to make the 
 appeal that the occasion demands. To be able to do this, will 
 require long and patient practice. 
 
 COMMERCIAL ENGLISH DISTINGUISHED FROM LITERARY ENGLISH 
 
 Literary English. Up to the present time, your conception 
 of good English has been formed very largely from the study 
 of English and American authors. In Irving, Hawthorne, 
 Scott, Stevenson, and other authors of like reputation, you 
 have found the best models of English prose. You have be- 
 come familiar with English of a quality that is able to stand 
 the test of time. Were it not that commercial English is able 
 to meet the important test of fitness for the occasion, you might 
 think it inferior. It is essential that you should recognize 
 from the beginning that it is different. 
 
 As a typical example of literary English at its best, we may 
 take a part of the first paragraph of Irving 's " Stratf ord-on- 
 Avon," from "The Sketch Book." It reads as follows: 
 
 "To a homeless man, who has no spot on this wide world which he 
 can truly call his own, there is a momentary feeling of something like 
 independence and territorial consequence when, after a weary day's 
 travel, he kicks off his boots, thrusts his feet into slippers, and 
 stretches himself before an inn fire. Let the world without go as it 
 may ; let kingdoms rise or fall, so long as he has the wherewithal to 
 pay bifl I. ill, he is, for the time being, the very monarch of all he sur- 
 \ • \ -. The armchair is his throne, the poker his sceptre, and the parlor, 
 some twelve feet square, his undisputed empire. It is a morsel of cer- 
 tainty, snatched from the uncertainties of life; it is a sunny moment 
 gleaming out kindly on a cloudy day: and he who has advanced some 
 way on the pilgrimage of existence, knows the importance of husband- 
 ing even morsels and moments of enjoyment." 
 
 Commercial English. As a striking contrast to the quota- 
 f ion of literary English just given, we may take as an example 
 of the plainest, most matter-of-fact commercial English, the 
 
6 COMMERCIAL ENGLISH 
 
 following classified advertisement thai appeared in a daily 
 newspaper : 
 
 " 124- ACRE BARGAIN 
 HENDRICKS COUNTY 
 
 124 acres, Hendricks county; one of the best lying 
 farms in the county ; finely improved ; large house, with 
 bath and furnace; large barn, 50x50; also large stock 
 barn ; one mile from courthouse of Danville, Ind., and 
 twenty rods from traction stop ; well watered ; about 
 100 acres being cultivated ; makes fine bluegrass land ; 
 can be had for $155 per acre, if sold at once." 
 
 The Difference. A few of the most striking points of dif- 
 ference between the two examples may be stated as follows: 
 
 1. Commercial English expresses mercantile values. Lit- 
 erary English expresses aesthetic or art values. 
 
 2. The one appeals to our sense of the practical ; the other, 
 to our sense of the beautiful. 
 
 3. The vocabulary of commercial English is more simple 
 and less expressive of the personality of the author. The 
 words chosen appeal to the reason and judgment rather than 
 to the emotions. In nearly every passage of literary English, 
 there are words and phrases that are peculiar to the author, 
 that give it its distinctly literary flavor, and put upon it the 
 stamp of originality and genius. The following words and 
 expressions are especially noteworthy in the passage quoted 
 from Irving : • 
 
 a momentary feeling empire 
 
 territorial consequence morsel of certainty 
 
 the wherewithal to pay his bill uncertainties of life 
 
 monarch of all he surveys sunny moment gleaming 
 
 armchair pilgrimage of existence 
 
 throne husbanding 
 
 poker morsels 
 
 sceptre enjoyment 
 
 parlor 
 
ESSENTIALS 7 
 
 Caution. The student must not feel that the difference 
 between literary English and commercial English is always as 
 striking as it is in these two examples. There are times and 
 occasions when commercial English is so expressive of person- 
 ality and originality that it approaches very closely literary 
 English. It should also be noted that the tendency of business 
 men to express themselves in their own way in business letters 
 is increasing. This makes commercial English very much like 
 literary English, especially if the business man has had a broad 
 and liberal education in good literature and continues to read 
 the best current books and periodicals. 
 
 As an illustration of commercial English that approaches 
 literary English, we may quote the following foreword to an 
 artistic booklet that was sent out by a large table china manu- 
 facturing establishment : 
 
 "China is an evolution of one of the earliest manifestations of 
 civilization. It is found in every household. Where doesnt come from? 
 What materials are used? These questions occur to many. Few are 
 able to answer them. 
 
 "This book tells how china is made in the greatest pottery in the 
 world. It sketches the phenomenal growth of an American institution, 
 gtvefl a glimpse of the ideals which inspire its management, and offers 
 helpful suggestions on the selection and care of china." 
 
 Till-: PRINCIPLES OP RHETORIC APPLIED TO COMMERCIAL ENGLISH 
 
 Unity. The principle of unity applies to the sentence, the 
 paragraph, and the whole composition. 
 
 A sentence has unity if all of its component parts contribute 
 to the expression of one, and only one, complete thought. In 
 business composition, and especially in the business letter, the 
 sentence structure is more simple than in literary composition. 
 Periodic or balanced structure is seldom used. Loose struc- 
 ture, of the direct conversational style, predominates. Instead 
 of the compound sentence, with clauses separated by the comma 
 or semicolon, two or more short sentences are frequently used. 
 
8 COMMERCIAL ENGLISH 
 
 Likewise, what would be expressed by a descriptive clause in 
 literary English, is expressed in a separate sentence in com- 
 mercial English. 
 
 A paragraph has unity if all of the sentences contribute to 
 the development of one topic. This topic may be expressed or 
 implied. A paragraph that has perfect unity may be repre- 
 sented by the figure 1. Paragraphs that contain more than one 
 complete thought may be represented by the figures 2, 3, etc. 
 If the paragraph contains less than the complete development 
 of the topic, it may be represented by a fraction; such as, 
 %> %> y%i e tc, depending upon the extent to which the para- 
 graph is incomplete. This is sometimes called "the fractional 
 paragraph fault." 
 
 In business composition, especially in the business letter, the 
 paragraph, like the sentence, is constructed on a smaller scale. 
 In some cases, such paragraph structure might seem to be 
 guilty of "the fractional paragraph fault," especially when 
 looked at ffom the point of view of literary composition. It 
 finds its justification, however, in the additional emphasis given 
 to important points. Often a single sentence is paragraphed 
 for this purpose. 
 
 The whole composition has unity if every paragraph con- 
 tributes to the development of a single theme. Here again, 
 literary composition and business composition are different. A 
 well written letter frequently contains matters of a widely dif- 
 ferent character, which are brought together for no other 
 reason than the writer's interest in them at the time of writing. 
 For instance, a business man would not hesitate to include, in 
 the same letter, a reference to an enclosure to cover an invoice, 
 a request for samples and prices, and a demand for more liberal 
 terms. 
 
 Coherence. The principle of coherence, like the principle 
 of unity, applies to the sentence, the paragraph, and the whole 
 composition. 
 
 A sentence has coherence if all the words, phrases, or 
 
ESSENTIALS !) 
 
 clauses are so placed as to make their grammatical relation 
 absolutely clear. 
 
 A paragraph has coherence if each sentence — after the first 
 — coincides with the successive steps in the logical develop- 
 ment of the topic. A paragraph that has perfect coherence 
 may be represented by the series of figures 1, 2, 3, 4, 5, 6, etc., 
 or by the series of letters a, b, c, d, e, f, g, etc. 
 
 Coherence in the paragraph is secured, primarily, by the 
 logical arrangement of the sentences. The exact relation of 
 sentence to sentence may be indicated by connectives or intro- 
 ductory phrases; such as, "furthermore," "meanwhile," "on 
 the other hand," etc. This device is used rather sparingly in 
 business composition because it tends to lose the emphasis 
 that may be given to the sentence by making it stand out 
 sharply when it is important. 
 
 The whole composition has coherence if the paragraphs are 
 arranged in an order that corresponds to the logical develop- 
 ment of the theme, and if the transition from topic to topic is 
 sufficiently easy to preserve the continuity of the development. 
 
 Emphasis. Emphasis is one of the most important rhe- 
 torical essentials of commercial English. It is secured in a 
 variety of ways, of which the following are the most 
 important : 
 
 1. By paragraphing a sentence when .the thought is of great 
 
 I m port a nce: 
 
 2. By condensation in the sentence. Words are used instead of 
 phrases, and phrases, instead of clauses. 
 
 :;. Bj the frequent use of the short sentence. 
 i. By the use of direct, conversational style. 
 
 r». B> the use of the emphatic positions in the sentence — the hegin- 
 Blag ami the end Of the two, the latter is the more emphatic. 
 
 THI Mn i ,,| . \im\o FAULTS IN THE ENGLISH OF 
 I! Kilt SCHOOL GRADUATES 
 
 "What are the most glaring faults in the English of the 
 average high school graduate who finds employment in your 
 
10 COMMERCIAL ENGLISH 
 
 office?" To obtain the opinions of business men on this impor- 
 tant question, the author sent it, in a circular letter, to a num- 
 ber of the best known business institutions in this country. 
 From the replies received, the following have been selected 
 because they are typical and suggstive: 
 
 THE GLOBE-WERNICKE CO.— "In our opinion the most glaring 
 fault of the average young person who seeks a position, is a lack of 
 general, broad-minded education as these matters apply to the general 
 business matters. * * * Technical details of each individual job are 
 picked up quickly by a young person whose mind is not in a narrow 
 rut" 
 
 COMPTROLLER, OLDS MOTOR WORKS.— "In my opinion, the 
 most glaring defect in the letters written by the average high school 
 graduate is the crude, cumbersome, strained sentence structure. * * * 
 The ability to write an easy, natural business stylo will not be gained 
 through writing half-baked essays on topics taken from English liter- 
 ature. It can only be acquired through constant practice in writing 
 themes about commonplace matters, which practice should begin in the 
 freshman year and continue through to the close of the senior year." 
 
 SALES MANAGER, P. DUFF & SONS.— "From our observation, the 
 statements of young men just out of school are lacking in continuity 
 and brevity. In other words, they don't seem to consider beforehand 
 just what they are going to say and how they will say it." 
 
 EDITOR OF THE ATLANTIC MONTHLY.— "The average high 
 school student seems to us to have little ability for clear and concise 
 statement. This we attribute to insufficient education." 
 
 POSTUli CEREAL CO., LTD.— "It is our impression that the most 
 conspicuous faults of the average high school pupils are: An inclina- 
 tion to use ornate language; lack of brevity and directness; and a fail- 
 ure to discriminate clearly in the meaning of words." 
 
 WILLIAM LEAVENS & CO., FURNITURE, BOSTON.— "We have 
 noticed that many applicants for positions in our office have, during 
 their school days, neglected their handwriting. The handwriting of the 
 present day does not, to our minds at least, compare even favorably 
 with that of twenty or twenty-five years back." 
 
 THE GLIDDEN VARNISH COMPANY, CLEVELAND.— "In our 
 opinion, the most glaring fault in the English of the average high school 
 pupil is the confusion of such words as T and 'me'; 'she' and 'her': 
 'saw' and 'seen'; 'was' and 'wore,' etc. While the majority of pupils 
 
ESSENTIALS 11 
 
 understand the rules and know the definitions by heart, they seem to 
 be unable to apply what they have learned." 
 
 Summary. These criticisms may be summarized in the fol- 
 lowing imperatives: 
 
 1. Take a broad view of business and make the largest possible 
 use of your previous training. 
 
 2. Cultivate "an easy, natural business style." 
 
 3. Pay special attention to sentence structure. 
 
 4. Consider beforehand just what you are going to say. 
 
 5. Strive to make your statements clear and concise. 
 
 6. Avoid ornate language. 
 
 7. Work for terseness and directness. 
 
 8. Discriminate in the meaning of words. 
 
 9. Try to improve your handwriting. 
 
 10. Apply your knowledge of English grammar. 
 
 ESSENTIALS OF THE BUSINESS LETTER 
 
 Form. The form of the business letter has to do with the 
 proper placing of the parts. These will be named and de- 
 scribed in Chapter II. While there is a growing tendency to 
 adapt the form of the business letter to the needs of the par- 
 ticular line of business or to the taste of the proprietor, the 
 student will find it advisable to make his letter conservative or 
 conventional in form. There are certain ways of arranging the 
 parts of a letter on the letter sheet so as to meet with the 
 approval of the majority of business men the country over. 
 Such forms have been adopted throughout this book. They 
 should be practiced until they become second nature. 
 
 Structure. The structure of the business letter has to do 
 with the arrangement of the contents. It should be logical. 
 It should facilitate the handling of the items of business con- 
 tained therein. The arrangement of the letter falls under the 
 three natural divisions of any composition — the introduction, 
 1 1 1 « - body, and the conclusion. 
 
 The Introduction. The introduction, if the letter is a first 
 
12 COMMERCIAL ENGLISH 
 
 letter, contains a statement of the purpose of the letter, a ref- 
 erence to an enclosure, or any other matter that is necessarily 
 preliminary to the principal items of business. Example: 
 
 "We have beeu informed by Mr. H. A. Adams, of this city, that you 
 are agents for high-grade awning cloth, which you sell at reasonable 
 prices. 
 
 "Enclosed is a sample of the quality and weight in which we are 
 interested. Please quote prices." 
 
 If the letter is a second letter, or reply, the introduction 
 contains an acknowledgment of the previous letter and a brief 
 statement of its contents. The date of the previous letter 
 should always be given. Example: 
 
 "We received your letter of the 10th inst, in which you requested 
 prices on awning cloth and enclosed a sample." 
 
 Body. The body of the letter contains the items of busi- 
 ness, arranged in logical order and each in a separate 
 paragraph. 
 
 Conclusion. The conclusion contains a closing sentence or 
 phrase that gives finish to the letter and prevents an 
 abrupt ending. It should be placed in a separate paragraph. 
 Examples : 
 
 "We hope you will give this proposition the careful consideration it 
 deserves." 
 
 "Hoping that such a settlement of your claim will be entirely satis- 
 factory, we are" 
 
 "Knowing that you will be able to give us advice of great value in 
 this matter, we await your reply with interest." 
 
 "Thanking you for calling our attention to this error and awaiting 
 the pleasure of your future orders, we remain" 
 
 Courtesy. The business letter should always be courteous 
 in tone. The tone of the letter is the general impression given 
 by the letter of the writer's attitude at the time of writing. 
 
ESSENTIALS 13 
 
 Most business men judge the tone of the letter by the words 
 used. A few seem to have the ability to ''read between the 
 lines." 
 
 The courtesy of a business letter should be dignified, some- 
 what formal, and, above all, sincere and natural. 
 
 There are several causes of a lack of courtesy in a business 
 letter. A common cause is the mistaking of brevity for terse- 
 ness. Brevity is the stating of the thought in the fewest pos- 
 sible words. Terseness is the stating of the thought in the 
 fewest possible words consistent with courtesy. It is concise- 
 ness without bluntness. The best way to cultivate the quality 
 of terseness in style is to study the exact value of words by 
 Frequent use of the dictionary and by careful observation of 
 the speech of those who use good English. Often a precise 
 word will be more expressive than a whole phrase. 
 
 The use of the abrupt imperative is likely to give a touch 
 of discourtesy to the tone of the letter, even in a letter order- 
 ing goods, where it would be most likely to be permissible. It 
 may be toned down by the use of words that are suggestive of 
 deference; such as, "please," "kindly," "at your earliest con- 
 venience," etc. 
 
 Letters of complaint have a tendency to become dis- 
 courteous. When the carelessness or neglect of others is the 
 cause of inconvenience or financial loss, there may be cause for 
 disgust or even anger, but it should not be expressed so 
 strongly as to violate the requirements of courtesy. 
 
 Completeness. The business letter should contain every 
 bit of information that would help to make it a complete rec- 
 ord of the transaction A letter ordering goods that contains 
 ■hipping directions, "Please ship the same as our last 
 order," is incomplete in an essential detail and it becomes 
 necessary to consult the files to supply information that the 
 letter should contain. 
 
 Exactness. A letter should be exact in details. All letters 
 should he correctly dated. The amounts of enclosures should 
 
1-t COMMERCIAL BNQLI8H 
 
 be given exactly. Special attention should be given to figures 
 indicating quantities of goods, hours of appointment, sums of 
 money, etc. 
 
 Correctness. Correctness demands due attention to mat- 
 ters of form, to spelling, to grammar, and to punctuation. 
 
 EXERCISES FOR ORAL AM) WRITTEN PRACTICE 
 
 1. Point out, in the following passage from Foe's "The Fall of the 
 House of Usher," the expressions and words that mark it as 
 literary English, as distinguished from commercial English: 
 
 "Oppressed as I certainly was upon the occurrence of this 
 second and most extraordinary coincidence, by a thousand 
 conflicting sensations, in which wonder and extreme terror 
 were predominant, I still retained sufficient presence of mind 
 to avoid exciting by any observation the sensitive nervous- 
 ness of my companion. I was by no means certain that he 
 had noticed the sounds in question, although, assuredly, a 
 strange alteration had during the last few minutes taken 
 place in his demeanor. From a position fronting my own, he 
 had gradually brought round his chair, so as to sit with his 
 face to the door of the chamber; and thus I could but par- 
 tially perceive his features, although I saw that his lips 
 trembled as if he were murmuring "inaudibly. His head had 
 dropped upon his breast, yet I knew that he was not asleep, 
 from the wide and rigid opening of his eye as I caught a 
 glimpse of it in profile. The motion of his body, too, was at 
 variance with this idea — for he rocked from side to side with 
 a gentle yet constant and uniform sway." 
 
 2. Point out the characteristics of commercial English in the fol- 
 lowing quotation from a business catalog: 
 
 "The model kitchen must 'save steps. 1 Though you fill a 
 big room with the most ingenious conveniences, your kitchen 
 will be a failure if you must be on your feet continually and 
 walk from place to place to do your work. 
 
 "Most women are on their feet too mucb. They wear 
 themselves out, impair their health and looks. 
 
 "'Save steps!' You can have. an ideal kitchen easily, 
 whether you are renting an old house or planning a new one, 
 if you will keep this motto in mind. Sides and walls of 
 
ESSENTIALS 15 
 
 kitchens arc much alike. The arrangement that 'saves steps' 
 makes a kitchen successful. 
 
 "Your work table is the keynote of your kitchen arrange- 
 ment All your kitchen centers around the table. In its 
 treatment lies the chief distinction between the treadmill and 
 the modern scientific kitchen." 
 
 ::. Write a description of some article of school furniture, for the 
 catalog of a school supply house. 
 
 4. Write an argument in favor of the use of a moving picture 
 machine in tin* high school. Make at least three distinct points 
 and devote a paragraph to each. 
 
 5. Write directions for using some mechanical device. 
 
 6. Write the possible history of some firm, to be used in the intro- 
 duction of their annual catalog. Some of the points to be 
 emphasized are : date of founding the business, by whom 
 founded, growth, ideals, equipment, specialties. 
 
 7. Write ten sentences, each about a different phase of your school 
 and its activities, to be used in a general circular of informa- 
 tion for parents. 
 
 8. Take one of the best sentences from the above exercise and de- 
 velop it into a paragraph in business style. 
 
 :>. \\'rii<- ;i qmopeie, In terse style, of a newspaper article on a 
 topic of present Importance: 
 
 10. Write a brief statement, for the benefit of your teacher, of your 
 principal difficulties or pleasure in the study of English, and 
 what you hope to accomplish by studying commercial English. 
 
 11. Write, from memory, the gist of the opinions of business men. 
 given on page 10. 
 
 12 Write a testimonial on the merits of some article or brand of 
 goods that is used in your home. 
 
CHAPTER II 
 
 THE FORM OF THE BUSINESS LETTER 
 
 More Than One Form. In presenting the form of the busi- 
 ness letter, it is impossible to be arbitrary. So many forms of 
 letter are in use by business men of good judgment and stand- 
 ing that no one form can be proposed as standard. Business 
 men have come to feel as much freedom in determining the 
 form of the letters that go out from their office as thej^ feel in 
 selecting stationery for their correspondence. It is likely, 
 therefore, that the student who has just graduated from high 
 school and is about to enter a business office may have to drop 
 the form of letter he has learned, after months of practice, and 
 learn a new one quickly and cheerfully. 
 
 Business Stationery. The first important influence on the 
 form of the business letter is the stationery upon which it is 
 written. The standard business letter sheet is 8^x11 inches. 
 Long use has established this size as the most convenient to 
 hold in the hand, to fold into an envelope of medium size, and 
 to file for future reference. There is also the half sheet, which 
 is used by some business men for very short letters. It is 
 ^y<2^V2. inches. It is written upon across the wide way, the 
 same as the whole sheet. A few firms use a sheet of this size 
 for all their correspondence and write upon it across the nar- 
 row way. 
 
 While there is nothing to prevent business men from 
 choosing stationery of other dimensions, such personal pref- 
 erences are always subject to the adverse criticisms of business 
 men who have become accustomed to the standard sizes. 
 
 Since the vast bulk of business letters are written upon the 
 
 16 
 
FORM OF BUSINESS LETTER J? 
 
 standard Sy^ull sheet, the form of the business letter has come 
 to conform to this size of sheet, so that the placing of the parts 
 and the width of the margins may satisfy the sense of order 
 and proportion. It becomes necessary, therefore, if sheets 
 larger or smaller than the standard are used, to readjust all 
 the details, which is, in itself, an argument against their use. 
 Letter Heads. It has become an established practice with 
 business firms to print at the top of the business letter sheet 
 the firm name, the line of business, business location, phone 
 numbers, and cable address, if any. These items, when so 
 printed, comprise what is commonly termed the "letter head.'' 
 They are usually printed in the center of the sheet, but may 
 also be printed in the left hand corner. The principles that 
 underlie good taste in letter heads will be found in the chapter 
 on advertising, page 157. Many business firms use the letter 
 head for the first page of the letter' only, and prefer plain 
 ts for the following pages. This avoids the unnecessary 
 repetition of the information contained in the letter head and 
 gives the letter a better appearance of continuity. 
 
 A Feeling for Form. As you become experienced in the 
 writing of business letters, you will develop a feeling for form 
 that will enable you to recognize a well-placed letter at a 
 glance. This feeling is common among well educated business 
 men to a degree that makes it possible for them to note in- 
 stantly whether a letter is satisfactory in form. This being 
 the case, it is well for the student to learn a form that is 
 approved by a large number of business men. The second 
 model form, given on page 21, was submitted to a large num- 
 ber of the best known business firms in this country, whose 
 correspondence experts, almost without exception, pronounced 
 it entirely satisfactory. 
 
 The Question of Margins. The question of margins, like 
 
 the *|iH'stion of form, is a matter on which it is impossible to 
 
 be arbitrary. Practices differ widely in business offices. The 
 
 • nt tendency is toward wider margins, especially on the 
 
13 COMMEIU'l \l. KMil.lSll 
 
 left. Some firms are using as much as a two-inch margin on 
 the left and a one-inch margin on the right. Others are using 
 about an inch and a half margin on each side. Some firms in- 
 crease the width of the margin if the letter is short, so as to 
 throw it, as much as possible, into the center of the paper. 
 Other firms keep the margins always the same and, in case of 
 short letters, throw extra white space at the top and bottom. 
 The use of half sheets for short letters is decreasing. 
 
 The Hand-Written Letter. The use of the hand-written 
 letter is now confined almost entirely to the private corre- 
 spondence of the individual who finds it inconvenient or im- 
 possible to have his letter typewritten. In this course, the 
 student will likely write most of his letters by hand and will 
 receive thereby much valuable practice in penmanship, if the 
 work is carefully done. It must be remembered, also, that the 
 most important letter that any person may be called upon to 
 write — a letter of application — is often required in the writer's 
 own handwriting. 
 
 SPECIAL SUGGESTION'S FOR Till-! TYPEWRITTEN' LETTER 
 
 While matters of detail in the typewritten letter are deter- 
 mined largely by the preferences of the individual business 
 office, the student may find the following suggestions helpful, 
 as they represent the best of present-day usage : 
 
 • Before starting to write a business letter, determine, approximately, 
 how much space it will require. The average business letter is about 
 one page in length and it is desirable to bring the letter within the page 
 limit, whenever possible to do so. 
 
 If the letter can be written on one page, without crowding, allow a 
 generous margin on the left of about ten spaces and about half as much 
 on the right. 
 
 Indent each paragraph about the width of the left-hand margin. 
 beginning, therefore, at 20. 
 
 If the letter seems to be a little long tor one page, ami hardly long 
 enough for two, bring it within the page limit by single-spacing between 
 the lines and double-spacing between the paragraphs. 
 
 Do not single-space if the letter is ;i long one and will require more 
 
IOK.M OF BUSINESS LETTER 19 
 
 than one page, as it makes the letter look very uninviting and hard to 
 
 read. 
 
 If the letter is short, make wider margins on the left and right and 
 throw space at the top and hottom, so as to center the letter on the 
 page. If the letter is extremely short, a half sheet may be used. 
 
 In writing a letter of two or more pages, preserve a margin at the 
 bottom of each page, equal, approximately, to the width of the margin 
 on the left 
 
 In writing a letter slightly longer than one page, carry two or 
 throe linos of the body of the letter over to the second page. Always 
 avoid beginning the second page with only the closing phrase or the 
 complimentary close. 
 
 Cultivate habits of neatness in every detail. See that the type on 
 
 the machine is clean and the ribbon in good condition. Avoid 
 
 erasures, finger marks, and writing one letter over another, as these 
 
 things strike the eye of the recipient of the letter as signs of careless- 
 
 and slovenliness. 
 
 EXPLANATION OF MODEL LETTERS 
 
 There follows a series of five model letters that are pre- 
 sented to illustrate the form of the business letter. These are 
 only a few of the forms in present use, but they have been 
 chosen to represent the best of conventional forms, as deter- 
 mined by the preference of a large number, if not a majority, 
 of business men. 
 
 Number I is the form of letter that may be adopted as standard for 
 hand-written letters. The margins are not quite so wide as would be 
 need for a typewritten letter. The margin on the left is one inch. The 
 margin <>n the right is one-half inch. The letter is dropped down from 
 the top of the letter shoot two inches. The space is to be increased to 
 as much as three inchee if the letter is shorter than the model. In the 
 heading, the first lino comes to the margin. A space equal, approxi- 
 mately, to the width of a line is omitted between the introduction and 
 the heading; bo u to set off the latter. The first line of the introduction 
 ll begun .it tli*- margin; the second line is indented one inch; and the 
 third, two inches. This forms a slant along the front of these three 
 Hneo, The salutation is began at the margin. The paragraphs are 
 Indented one inch. The complimentary clone is begun one-half inch to 
 the left of the middle of the Bpace between the margins. The signature 
 COlBei to the right margin, if long, and more to the left, proportionately, 
 if not so long, in the modal, the signature i< <>f medium length. The 
 
20 
 
 COMMERCIAL ENGLISH 
 
 / 
 
 -■ 
 
 
 - 
 
 -' --^C-T?-?b>-, 
 
 Z^i-f ~4r~ZZsC i 
 
 
 I. HAND-WRITTEN LETTER, SLANTED FORM 
 
FORM OF BUSINESS LETTER 21 
 
 725 Normal Avenue, 
 Warrensburg, Mo., May 15, 19 — . 
 
 The Ridgway Company, 
 
 Spring and Macdougal Streets, 
 
 Rochester, N. Y. 
 Gentlemen: 
 
 Enclosed please find New York draft for $1.50 for 
 which send, to my address above, "Everybody's Magazine" for 
 one year, beginning with the June number. 
 
 I have taken "Everybody's" for the past five years 
 and consider it the best popular magazine published. 
 
 On looking over my back files, I find that I do not 
 have the March 1917 number. Please inform me whether you are 
 able to supply it and at what price.. 
 
 Very truly yours, 
 
 Enclosure. 
 
 II. SAME i.i.rn:i: as IX I, TYPEWRITTEN 
 
22 COMMERCIAL ENGLISH 
 
 (PRINTED LETTER HEAP 
 
 725 Normal Avenue, 
 Warrensburg, Mo., May 15, 19- 
 
 The Rldgway Company, 
 
 Spring and Macdougal Streets, 
 
 Rochester, N. Y. 
 
 Gentlemen: 
 
 Very truly yours, 
 
 Enclosure, 
 
 III. TYPEWRITTEN IN BLOCKED FORM 
 This form is more recent than II and is often preferred for its 
 mechanical convenience. 
 
FORM OF BUSINESS LETTER 23 
 
 (PRINTED LETTER HEAD here) 
 
 149 Piatt Street, 
 Chicago, 111., November 10, 19--. 
 
 Atlas Mover Company, 
 
 1419 Bismark Avenue, 
 Boston, Mass. 
 
 Gentlemen: 
 
 We are in receipt of your letter of the* 10th inst., 
 in which you asked for information concerning filing systems. 
 
 As our business is carried on chiefly through the 
 mails and requires the handling of a large volume of corre- 
 spondence, we use the numerical filing system exclusively. 
 
 However, as your business is carried on locally, to 
 a much larger extent than ours, we are of the opinion that 
 the alphabetical system would prove more satisfactory to you. 
 
 The numerical filing system is to be recommended 
 when there is a limited correspondence from a large number of 
 correspondents; the alphabetical, when there is a heavy cor- 
 respondence from a limited number of correspondents. 
 
 For further information concerning the alphabetical 
 system of filing, we would suggest that you correspond with 
 Messrs. Bond, Jackson & Company, Memphis, Term, as they have 
 used that system for several years. 
 
 We hope this information will be of value to you. 
 
 Very truly yours, 
 
 Heywood, Preston & Company. 
 
 IV. I .TITER CONDENSED BY SINGLE SPACING 
 
H COMMERCIAL ENGLISH 
 
 (printed letter head here) 
 
 Chicago, 111., Oct. 17, 19—, 
 
 Mr. A. B. Hubbard, 
 
 116 N. Perm. Street, 
 
 Oxford, Ohio. 
 
 Dear Sir: 
 
 We are in receipt of your order of 
 the 14th inst. and wish to thank you for it. 
 
 We will ship the goods on the 20th 
 by Pennsylvania freight, as you request, and 
 hope they will reach you in good condition. 
 
 Your future orders will be carefully 
 attended to. 
 
 Very truly yours, 
 
 V. SHORT LETTER, WRITTEN WITH WIDE MARGINS AND DROPPED 
 DOWN TO FILL PAGE 
 
FORM OF BUSINESS LETTER 
 
 25 
 
 (Margin) 
 I1H Inebi 
 
 (Heading — 2 inches below top) 
 
 mm) I (Margin) 
 
 (1 Incht 
 
 (Introduction) 
 
 (Body) 
 
 (Complimentary close) 
 
 (Signature) 
 
 VI. DUOBAW 01 MODEL LETTER, showing POSITION OF PARTS 
 
26 COMMERCIAL ENGLISH 
 
 word "enclosure" is written on the first line below the signature, begin- 
 ning at the margin. It may be written lower down, if it helps to balance 
 the letter on the sheet, which would be the case, if the letter were some- 
 what shorter than the model. 
 
 Number II shows the same letter as in Number I in typewritten 
 form and with slightly wider margins. It is a common practice to give 
 a typewritten letter wider margins than a hand-written letter, so that 
 its more compact appearance will not cause it to look overcrowded. 
 
 Number III illustrates the square or blocked form that is preferred 
 not only by many business men, but also by a large number of typists. 
 It has a decided advantage over the slanted form, in that it is much 
 easier to adjust the machine carriage to place the different parts. There 
 are several variations on this form, but the model may be regarded as 
 typical. 
 
 Number IV illustrates the use of single-spacing to bring a letter 
 within the page limit. It is highly desirable to do this, as a letter does 
 not look well if a few lines are carried to the top of a second page. It 
 is to be noted that the parts and the separate paragraphs are set off by 
 double-spacing. This contributes greatly to the neat and clear-cut 
 appearance of the letter. 
 
 Number V shows how a short letter may be balanced on a page by 
 throwing more space at the top than is usually required and by the use 
 of wider margins on the left and right. The letter in the model is three 
 inches from the top of the letter sheet. The body of the letter extends 
 from 10 to 65 on the typewriter. Even wider margins may be used, if 
 necessary. 
 
 TARTS OF THE BUSINESS LETTER 
 
 No matter what form of business letter may be preferred, 
 the following parts are essential and no one of them should 
 ever be omitted: 
 
 The Heading. The heading may or may not include the 
 address of the writer. It must include the city and state from 
 which the letter is written, and the date. Present usage favors 
 writing the date in full ; as, February 22, 1918, or, Feb. 22, '18, 
 not 2/22/18. There are at least two good reasons for this: 
 first, if the writer expresses the date by a figure, there is a 
 possibility that he may make a mistake in the figure and write 
 3/22 for 2/22; and, second, it is an inconvenience to anyone 
 
FORM OF BUSINESS LETTER 27 
 
 who will have occasion to refer to the letter in the future to 
 have to reconstruct the date. 
 
 The Introduction. The introduction contains the name of 
 the person to whom the letter is addressed, his official title, and 
 the city and state in which he lives. It is customary to con- 
 dense the introduction into three lines whenever possible. For 
 this reason, it is permissible to write the city and state on one 
 line, whereas they occupy two lines on the envelope. 
 
 The Salutation. The salutation is the formal address. In 
 the business letter, it is followed by a colon, or a colon and a 
 dash. The former is preferable, especially if the letter is hand- 
 written. The comma is used after the salutation in the social 
 letter, but should never be used in the business letter. Usage 
 has established certain forms of salutation. In the business 
 letter, Dear Sir, My Dear Sir, Gentlemen, and My Dear 
 Sirs are the common forms; while in the social letter, Dear 
 Friend, and Dear Aunt Helen, etc., are often used. The plural 
 form Dear Sirs is now being used by a good many business 
 men instead of the older form, Gentlemen. While the latter 
 has long usage in its favor, the former is undoubtedly the 
 logical plural of Dear Sir. Dear Madam is used to refer 
 either to a married woman or an unmarried woman; Dear 
 
 Miss or Dear Mrs. may also be used, 
 
 especially when the more common form, Dear Madam, tends 
 to have an effect of bluntness or harshness. 
 
 The Body. The body includes the entire text of the letter, 
 from the indention of the first paragraph to the end of the last 
 paragraph. 
 
 The Complimentary Close. The complimentary close gives 
 the letter a formal and respectful ending, just as the salutation 
 gives it a formal and respectful beginning. There is a natural 
 relation between the salutation and the complimentary 
 close. Dear Sir, in the business letter, is followed by Respect- 
 fully yours, or Very truly yours; while Dear Friend, in the 
 social letter, is followed by Sincerely yours, or Cordially yours. 
 
28 COMMERCIAL ENGLISH 
 
 The Signature. In modern usage, the signature is the com- 
 monly recognized or legal name of an individual, partnership, 
 corporation, or the agent of the same. In any one of these 
 forms of signature it is customary to have the full name or 
 initials of one person, at least. In the case of an individual 
 signature, the writer should Use either his full first name or 
 both initials before his last name, in order to avoid any pos- 
 sible confusion. Partnership signatures are executed either 
 by a member of the firm or by an agent. Corporation signa- 
 tures are usually executed by an officer of the company. If 
 an agent is duly authorized, either by special deputation or 
 regular official position, he may sign for any individual, part- 
 nership, or corporation. It is common practice for the agent 
 to sign his name or initials under the firm name, after the 
 word "per," or "by," which shows that he is acting in the 
 capacity of agent. The agent may or may not write the word 
 "agent," or any other word that indicates his official position, 
 after his name. "When the signature is made by an agent, the 
 name of the firm, partnership, or corporation may be written 
 on a typewriter or stamped with a rubber stamp. 
 
 Below are examples of these various types of signature : 
 
 1. Individual: 
 
 Sincerely yours, 
 
 Respectfully yours, 
 
EOliM OF BUSINESS LETTER 
 
 29 
 
 2. Firm or partnership: 
 
 Very truly yours, 
 
 Very truly yours, 
 
 /0~7\. 
 
 3. Corporation : 
 
 Very truly yours, 
 
 Osmond Iron Company, 
 
 Very truly yours, 
 
 GOODYEAR* MARSHALL PUBLISHING CO. 
 
 by &, \7- .A-Z^wgr-teferr^ * 
 
 4. Agent : 
 
 Sincerely yours, 
 
 CONSOLIDATE!} M'FG. CO, 
 
 Very truly yours, 
 
 CASE MACHINE COMPANY. 
 
 ^^^^^^ w. 
 
30 COMMERCIAL ENGLISH 
 
 The Signature of Women. Tn business correspondence, an 
 unmarried woman should prefix Miss to her name, in paren- 
 thesis; as, (Miss) Luella Jane Brown. Similarly, a married 
 woman, if a widow, signs her name thus: (Mrs.) Mary Louise 
 Sanborn. If her husband is living, she may sign her name: 
 Mrs. James N. Sanborn ; or Mary Louise Sanborn (Mrs. James 
 N. Sanborn). In either case, her correspondent should address 
 her as Mrs. James N. Sanborn, in reply. 
 
 Closing Phrase. A closing phrase is often used between 
 the last line of the body of the letter and the complimentary 
 close to add tone to the letter or to avoid an abrupt close. It 
 is a part of the letter as a whole and not of the last paragraph 
 and should, therefore, be indented as a new paragraph. The 
 position of the closing phrase may be seen in the following 
 illustration : 
 
 give you the best lime to be had in the market. 
 
 Thanking you for this order and awaiting your further favors, 
 we are 
 
 Very truly yours. 
 
 ACME COAL & CEMENT COMPANY. 
 
 The repetition of certain set closing phrases is so monoto- 
 nous that it is well to avoid using them whenever possible. It 
 should be noted that the model letters in this book illustrate 
 the possibility of doing so. 
 
 ADDRESSING THE BUSINESS ENVELOPE 
 
 The form that should be used in addressing the business 
 envelope is almost as much a matter of preference as the 
 form of the business letter. It is, therefore, equally hard 
 to propose forms as standard. As a matter of fact, 
 not many business envelopes are addressed with even 
 a fair degree of accuracy or consistency. There should. 
 however, be a general similarity between the form used 
 
FORM OF BUSINESS LETTER 31 
 
 on the envelope and the form used in the introduc- 
 tion of the letter. Most forms of superscription are, 
 therefore, either slanted or square, with variations. Con- 
 servative punctuation requires a comma after each line of the 
 address and return except the last, which should be followed by 
 a period. The return address on a business envelope should be 
 placed in the upper left hand corner and, if hand-written, 
 should be in a smaller hand. Nearly all business houses have 
 their own return address printed on their envelopes. There is 
 a growing tendency to favor the omission of end punctuation 
 on the envelope. This does not include the omission of periods 
 after abbreviations, as the periods are, in such cases, a matter 
 of spelling rather than of punctuation. 
 
 In the illustration of the slanted form of superscription, the 
 following points are to be noted : 
 
 1. The first line of the address is exactly in the center of the 
 envelope, from top to bottom. 
 
 2. Each succeeding line is indented an equal distance to the right. 
 
 3. The longest line is as far from the right as the lowest line is 
 from the bottom. In this case, the fourth line is the longest 
 line. Any one of the four lines might be the longest line and 
 give the margin on the right. The distance from the right and 
 from the bottom should be about one-fourth of an inch and 
 rather more than less. 
 
 4. The return is placed in the upper left hand corner with a small 
 margin — about one-eighth of an inch — at the top and at the left. 
 
 5. This is a four-line superscription. In case of a three-line super- 
 scription, the "name" and "state" lines would be written as 
 in the model, and the second line would be spaced between, 
 which would make the space between lines greater. A fifth line, or 
 the line containing the street number, may be placed in the 
 lower left hand corner. It slmuM come os a level with the 
 lowest line rod be the same distance from the left that the 
 longest line is from the right 
 
 i 
 
32 COMMERCIAL ENGLISH 
 
 
 
 
 
 ^•yf^yeo-T^np- 
 
 ^ 
 
 ■ 
 
 "\ 
 
 
 ^■^ 
 
 
 ~Jts<Z*£ 
 
 
 
 ^ -. 
 
 
 I. ffAND-WRlTTEN SUPERSCRIPTION, SLANTED FORM 
 
 TEST FOR SLANTED SUPERSCRIPTION 
 
 In the illustration above are given test lines that may 
 be applied to any hand-written, slanted superscription, as 
 follows : 
 
 1. Draw a line from left to right, bisecting the envelope. This line 
 should pass through the center of the first line of the super- 
 scription. 
 
 2. Draw a line from top to bottom, bisecting the envelope. This 
 line should pass about through the middle of a long first line. 
 
 3. Draw a line along the front slant. If the slant is perfect, the 
 beginning of each line will touch this test line. 
 
 4. Draw a line through a point at the end of the first line parallel 
 to the line along the left slant. The triangles, thus formed, In 
 the upper right and lower left corners, should be approximately 
 equal. If either triangle is smaller than the other, it is a sign 
 that the superscription has been placed too much in that corner. 
 If the first line is unusually long in comparison with the other 
 lines, this test would not hold good unless the line were drawn 
 after a line of average length, which would then likely he the 
 second lino. 
 
 NOTE. — The return card should have tho same general slant as the 
 main addn 
 
FORM OF BUSINESS LETTER 33 
 
 ^hortrtonp Sailg iEdjn 
 
 rulLIIHID IVIHr SCHOOL DAY BY 
 
 The Daily Echo Press 
 
 SHORTRIDGE HIGH SCHOOL 
 
 INDIANAPOLIS INO 
 
 
 Mr. 
 
 Fred B. Armstrong, 
 
 
 98 Hammond Street, 
 
 
 Cambridge, 
 
 c/o J. Ralph Jewell 
 
 Mass. 
 
 II. TYPEWRITTEN SUPERSCRIPTION, SLANTED FORM 
 
 J. STEVENS ARM a COMPANY 
 
 lOI •»0»0'*»- iT.CIT 
 
 CMICOPEC FALLS. NEW YORK 
 
 
 
 
 Buffalo Sled Company, 
 
 Inc. 
 
 
 123 Scheneck Street 
 
 
 
 N. Tonawanda 
 
 « 
 
 
 
 New York 
 
 
 III. TYPEWRITTEN SUPERSCRIPTION, BLOCKED FORM 
 h» FOLD WD INgERT A BUSINESS LETTER 
 
 There is a certain relation between the size of a business 
 letter sheet (8Vfcxll) and a business size envelope (S%x6Yo). 
 While it is possible to fold the sheet in several different ways 
 so that it may be contained in the envelope, the relation of the 
 
34 
 
 COMMERCIAL ENGLISH 
 
 HOW TO FOLD AND INSERT \ HI'SIXESS LETTER 
 
 I. FIRST FOLD FROM BOTTOM TO TOP 
 
 II. SECOND FOLD — RIGHT TO LEFT 
 
FORM OF BUSINESS LETTER 35 
 
 HOW TO FOLD AND INSERT A BUSINESS LETTER 
 
 III. THIRD FOLD — LEFT TO RIGHT 
 
 ■■■■ 
 
 
 7^ 
 
 
 
 
 S^*v W} 
 
 ^.^i % &§\ 
 
 
 tyb 
 
 IV. INSERTING FOLDED LETTER 
 
36 C0MMBR01 \i. i:\(;i.isii 
 
 size of one to the other suggests that there is a preferred way 
 of folding. The number of folds and the manner of folding 
 are not, therefore, arbitrary matters, but, rather, the result of 
 common practice. 
 
 The following is the process of folding a business letter 
 sheet : 
 
 1. Fold the sheet from the bottom to within one-fourth of an Ineb 
 of the top. 
 
 2. Fold from the right to the left a distance one-eighth of an inch 
 less than the width of the envelope from top to bottom. 
 
 3. Fold the remaining portion over from left to right. If the fold- 
 ing has been properly done, this third fold should be about half 
 as wide as the second fold. 
 
 To insert the folded sheet in the. envelope, hold the envelope 
 inverted in the left hand, with the flap up. Taking the folded 
 sheet in the right hand, place the lower left hand corner in the 
 envelope and slide the folded sheet into the envelope, resting 
 it on the flap and being careful to draw it up close to the side 
 that is nearest to you. This will leave a clear space on the right 
 hand side of the envelope when it is sealed, which will make it 
 possible to tear it open on that side without tearing the letter 
 sheet. 
 
 NOTE, — To fold a standard size sheet for a legal size envelope, or a 
 half sheet for a standard size envelope, fold as for the second and third 
 folds given above 
 
 now TO MAKE A\ ENCLOSURE 
 
 Business correspondence frequently makes use of enclos- 
 ures. These include all sorts of business papers; such as. 
 checks, drafts, receipts, invoices, statements, quotations of 
 prices, estimates, samples, etc. If they are not too bulky, they 
 are enclosed within the letter; otherwise, they are sent sep- 
 arately and are usually referred to in the letter as being sent 
 under separate cover. It is a common practice to refer to < n 
 closures as early as possible in the letter, so that they take 
 precedence over all other items of business except the acknowl- 
 edgment of a previous letter. The enclosure is usually of so 
 
FORM OF BUSINESS LETTER 
 
 37 
 
 much importance in the business transaction that this precau- 
 tion is taken so that it may not be overlooked. 
 
 The following is the proper way to make an enclosure: 
 
 L Write in the lower left hand corner of the letter on the next 
 line below the signature and beginning with the margin, the 
 word "Enclosure," "Two enclosures," etc. 
 
 2. Place the enclosure or enclosures on the upper left hand corner 
 of the finished letter, leaving a margin of about a quarter of an 
 inch at the top; attach the enclosure or enclosures with a clip 
 or pin ; then fold the letter the same as if there were no 
 enclosiu ■ 
 
 •||ot<m;i:\i ii or HlsINKss LETTER SHEET, SHOWING 
 I :\< I.OSURE ATTACHED 
 
38 COMMERCIAL ENGLISH 
 
 EXERCISES FOR WRITTEN PRACTICE 
 
 Exercise 1 
 Arrange and punctuate the following headings : 
 
 1. 327 North Street Moline 111 March 20 19 . 
 
 2. 312 Truax Building Denver Colo Dec 22 
 
 3. 98 Hammond St Cambridge Mass April 1 19 . 
 
 4. Northwestern University Evanston 111 June 4 19 . 
 
 5. New Brunswick N J Aug 11 19 . 
 
 6. State Life Building Indianapolis Ind Sept 24 19 . 
 
 7. 228 Fifth Avenue Chicago Nov 10 19 . 
 
 8. 105 Pennsylvania Street Washington D C July 15 19- 
 
 9. 2037 Arch Street Philadelphia Pa May 20 19 . 
 
 10. 195 W Superior Street Duluth Minn April 10 19 . 
 
 11. 738 Woolworth Bldg New York City Oct 29 19 . 
 
 12. 402 Security Savings Bank Building Cedar Rapids Iowa March 
 
 13. Erie Penn Jan 9 19 . 
 
 14. Central High School Detroit Mich Apr 17 19 . 
 
 15. 342 Charles Street Baltimore Md Sept 14 19 . 
 
 Exercise 2 
 Arrange and punctuate the following introductions : 
 
 1. The Alton Milling Company Moline 111 Gentlemen 
 
 2. Mr. Fred B. Stevens 946 Center Street Lincoln Nebr Dear Sir 
 
 3. Mrs. Helen R. Price Helena Mont Dear Madam 
 
 4. Brewster & Brown Colby Street Maiden Mass Dear Sirs 
 
 5. The First National Bank Abilene Kans Gentlemen 
 
 6. Dr. William Lowe Bryan Pres. Indiana University Bloomington 
 Ind Dear Sir 
 
 7. Rev. E. J. Rockwood Burlington Vt Dear Sir 
 
 8. Master Charles Henry Davis c/o Charles A. Davis 1224 Boyls- 
 ton Street Boston Mass Dear Sir 
 
 9. Miss Ruth May Wilson 115 Pleasant Street St Joseph Mo Dear 
 Miss Wilson 
 
 10. The Anchor Printing Company 96 State Street Louisville Ky 
 Dear Sirs 
 
 11. Mrs. Charles H. Dillinghast Flat 5 The Blacherne Annex Phila- 
 delphia Pa Dear Madam 
 
 12. Dr. William A. Neilson Smith College Northampton Mass 
 Dear Sir 
 
FORM OF BUSINESS LETTER 39 
 
 13. The Landon School of Illustrating and Cartooning 1430 Schofield 
 Building Cleveland Ohio Gentlemen 
 
 14. E. P. Dutton & Co. 681 Fifth Ave New York Dear Sirs 
 
 15. Illinois College of Photography 946 Wabash Avenue Effingham 
 Illinois Gentlemen 
 
 Exercise 3 
 
 Address the following envelopes according to these direc- 
 tions : On your regular composition paper draw as many dia- 
 grams of the outer edges of a business size envelope (3%x6!/2 
 inches) on each sheet as may be done without crowding. Use 
 each pair of names and addresses as if they represented a real 
 correspondence. In each group, the first name and address 
 will be used as the name and address of the one to whom the 
 letter is sent and the second will be used in the upper left hand 
 corner as the return address ; then reverse, using the second as 
 the address and the first as the return. 
 
 1. Columbia Grocery Company, 306 N. Main St., Union Bridge, Md. 
 
 2. Colgate & Co., 199 Fulton St, New York City. 
 
 3. The C. W. Thompson Hardware Company, Ltd., Raleigh, N. C. 
 
 4. The Samuel Winslow Skate Mfg. Co., Worcester, Mass. 
 
 5. James T. Forbes, St. Paul, Minn. 
 
 6. Eastman Kodak Company, Rochester, N. Y. 
 
 7.. Hallet & Davis Piano Co., 146 Boylston St., Boston, Mass. 
 
 8. Wilcox Piano Store, 468 Federal Street, Portland, Maine. 
 
 9. John Wanamaker, New York. 
 
 10. Halford H. Puryear, 101 W. Liberty St., Columbus, Ohio. 
 
 11. National Provision Company, Omaha, Nebr. 
 
 12. Swift &• Company, 4109 Packers' Avenue, Chicago. 
 
 13. Plymouth Fur Co., 170 Plymouth Building, Minneapolis, Minn. 
 1 1. Parker Pen Co., 10 Mill Street, Janesville, Wis. 
 
 |& James R. Prentice, R. F. D. 3, Zionsvillo. Ifo. 
 
 16. Montgomery Ward & Co., Chicago. 
 
 17. Your own name and address. 
 
 18. Columbia Graphophone Company, Box 229, Woolworth Bldg., 
 New York. 
 
 1!». Kdw.'inl r. K <— . Yale University, New Haven, Conn. 
 
 •jo. The Atlantic Monthly Company, 4 Park Street, Boston, Mass. 
 
CHAPTER III 
 
 LETTERS OF INQUIRY AND INFORMATION 
 
 Use in Business. Letters of inquiry and information are 
 usually preliminary or incidental to business. A manufactur- 
 ing company advertises its products in one of the monthly 
 magazines. The advertisement attracts favorable notice and 
 arouses interest. The result is a letter of inquiry for more 
 complete information. The manufacturing company recog- 
 nizes this as a potential order and acts accordingly by bringing 
 to bear on the correspondent its utmost art to satisfy his de- 
 mands and direct his interest toward the purchase of the com- 
 modities advertised. 
 
 Before opening an account with a stranger, it is customary 
 for business men to write to his references to obtain informa- 
 tion as to his financial standing. To obtain such information, 
 it is a common practice to write to the bank with which he does 
 business. 
 
 In considering letters of application, it is also customary 
 for business men to write to references. 
 
 Requests are frequently received by business firms for 
 catalogs, descriptions, price lists, and estimates. Not only is 
 the request complied with, but usually a personal letter is sent 
 to accompany the catalog, price list, estimate, etc. 
 
 Letters on Moral Character. Letters of information on 
 moral character are favorable, unfavorable, or incomplete. If 
 an unfavorable letter is necessary, it is customary and policy 
 to say as little as possible and to omit the name of the person 
 about whom information is sought. See illustrations on 
 pages 44 and 45. 
 
 40 
 
LETTERS OF INQUIRY AND INFORMATION 41 
 
 General Suggestions. If the one who requests the informa- 
 tion might be able to extend a similar courtesy to the one who 
 is to give the information, he should be careful to state his 
 willingness to reciprocate the favor at any time. 
 
 Unless the parties to the correspondence are well ac- 
 quainted, which is not usually the case, the letter of inquiry 
 and the letter of information, in reply, should be written in a 
 somewhat formal tone of respect. 
 
 The custom of closing a letter of inquiry with the phrase, 
 1 ' Thanking you in advance for this favor, ' ' is not approved by 
 many business men, as it has the air of presuming that the re- 
 quest for information will be granted when, as a matter of 
 fact, the recipient of the request has a theoretical right, at 
 least, to grant it or not, as he sees fit. 
 
 A letter of information should answer exactly, in the few- 
 est possible words, and, usually, in the same order, all ques- 
 tions contained in the letter of inquiry. If questions are asked 
 in tabular form, they should, if possible, be answered in the 
 same form. 
 
 If the information is asked for in a general way, the writer 
 should be none the less careful to see that every essential detail 
 is given in the reply, else the correspondence will be doubled 
 unnecessarily by a second letter, requesting further particu- 
 lars. 
 
 Enclosing a Stamp for Reply. If the information sought is 
 for the benefit of the first party only, he should enclose a stamp 
 or a self-addressed envelope for reply. For instance, if a high 
 school boy is writing to the manufacturers of a certain kind of 
 canoe that he saw advertised in a magazine, he will not need 
 to enclose a stamp or envelope, as his inquiry is the result of 
 the advertisement and, by giving him the information he de- 
 nrei, the firm may be able to make a sale. But if this same 
 boy is writing to the dean of the law school of his state uni- 
 ity for information as to the proper interpretation of the 
 
42 COMMERCIAL ENGLISH 
 
 question he is to debate in the inter-school debate, he will 
 enclose a stamp or stamped envelope for reply, since the law 
 school professor does not derive any benefit from answering 
 his letter. 
 
 (printed letter head here) 
 
 Howard, Kansas, Aug. 22, 19 — 
 
 The Monarch Note Book Co., 
 St. Joseph, Mo. 
 
 Dear Sirs: 
 
 We are again on the market for loose leaf note books 
 for school use, the supply we purchased from you last year hav- 
 ing proved entirely satisfactory. 
 
 Please send us prices on all the styles of cover and 
 filler that are used in the public schools. 
 
 We will appreciate a prompt reply, as the nearness of 
 the opening of schools makes it necessary for us to place our 
 order soon, especially if you do not have the books in stock 
 and have to manufacture them to order. 
 
 Very truly yours, 
 
 I. REQUEST FOR PRICES 
 
LETTERS OF INQUIRY AND INFORMATION 43 
 
 (PRINTED LETTER HEAD here) 
 
 St. Joseph, Mo., August 21, 19--. 
 
 :r. - , 
 
 Principal of the High School, 
 Howard, Kansas. 
 
 Dear Sir: 
 
 We have your letter of Aug. 19, with reference to 
 prices on note book supplies such as you used last year. 
 
 The price of paper stock has been so uncertain for 
 the past sixty days that we have not been able to issue a 
 printed price list. Paper has advanced 80$ since last year, 
 and there is danger of another advance the first of the month, 
 
 As yet, we have not changed our prices on note book 
 covers. We have also left the retail prices of filler pa- 
 per the same as last year, but we have been compelled to re- 
 duce the number of sheets per filler. 
 
 In compliance with your request, with the above ex- 
 planation, we quote you retail prices as follows: 
 
 Cover 
 
 No 
 
 .31 per copy 
 
 
 
 .10 
 
 t» 
 
 ii 
 
 41 " ■ 
 
 
 
 .15 
 
 »i 
 
 
 10 
 
 
 
 .20 
 
 Filler 
 
 
 14 (24 folded sheets) 
 
 per 
 
 filler 
 
 .05 
 
 it 
 
 
 15 (2 booklets) 
 
 ii 
 
 ii 
 
 .10 
 
 it 
 
 
 16 (24 folded sheets) 
 
 ii 
 
 ii 
 
 .07 
 
 ti 
 
 
 34 (12 ■ " ) 
 
 .ii 
 
 ii 
 
 .05 
 
 ii 
 
 
 44A(15 ■ 
 
 ii 
 
 it 
 
 .10 
 
 All of the above prices are subject to a discount 
 of 20$ f.o.b. St. Joseph, Mo. 
 
 We will be pleased to receive your order at an early 
 date. 
 
 Very truly yours, 
 
 Monarch Note Book Co., 
 
 By '- -i . 
 
 Pres. 
 
 II. QUOTATION OF PRICES IN RESPONSE TO LETTER ON 
 PRECEDING PAGE 
 
44 COMMERCIAL ENGLISH 
 
 Dear Sir: 
 
 In reply to your letter of the 28th. ult., it gives 
 me pleasure to testify to the business ability of Mr. Hiram K. 
 Bennett. 
 
 As President of the Bee Hive Paper Box Company, Mr. 
 Bennett is building up what promises to be one of the flourish- 
 ing manufacturing institutions of our city. He has shown a 
 great deal of push and energy and it was a recognition of 
 these qualities in him that lead to his appointment as Chair- 
 man of the Convention Committee of the Cham- 
 ber of Commerce. 
 
 In addition to his aggressiveness, I believe he has 
 a sufficient amount of conservatism to make him safe, so 
 that you should have no fear of giving him credit and will, 
 no doubt, find In him a very desirable customer. 
 Very truly yours, 
 
 III. INFORMATION ON BUSINESS ABILITY— FAVORABLE 
 
LETTERS OP INQUIRY AND INFORMATION 
 
 Dear Sir: 
 
 In reply to your letter of the 28th ult., In which 
 you requested information as to the business ability of Hiram 
 K. Bennett, I regret to say that I have not had the opportunity 
 of knowing Mr. Bennett long enough to form an opinion. He has 
 within the past three months, come to our city and opened the 
 Bee Hive Paper Box Company, of which he is President. He has 
 
 also joined the Chamber of Commerce and 
 
 seems to be making a favorable impression upon the bus'ness 
 men of our city. Yet I hesitate to recommend him upon such 
 slight acquaintance. 
 
 Very truly yours, 
 
 INFORMATION ON BUSINESS ABILITY INCOMPLETE 
 
 Dear Sir: 
 
 In reply to your letter of January 29, I regret 
 to say that I am unable to give you any satisfactory informa- 
 tion relative to the person about whom you inquire. 
 
 Very truly yours, 
 
 V. INFORMATION ON BU8INE8S WHI.ITY — UNFAVORAHLK 
 
46 COMMERCIAL ENGLISH 
 
 EXPLANATION OF MODEL LETTERS 
 
 Number I is a request for prices on note book covers and fillers 
 from a school principal to a manufacturer of these supplies. The letter 
 is terse and, at the same time, courteous. It is also well constructed 
 and free from over-used phrases. 
 
 Number II is a letter of information in reply to Number I. It is 
 to be noted that the quotation of prices is in tabular form. Single 
 spacing between the lines and double spacing between the paragraphs 
 make it possible to get the letter on one sheet. 
 
 Numbers III, IV, and V illustrate the three possibilities in a letter 
 of information on business ability and financial standing — favorable, 
 incomplete, and unfavorable. In the first two, only as much is given as 
 is required to meet the situation. The name of the person referred to 
 in V is omitted, in accordance with the principle stated on page 40. 
 
 EXERCISES FOR WRITTEN AND ORAL PRACTICE 
 
 1. Imagine that you are the editor of your school Annual. Write 
 a letter to the J. W. Butler Paper Company of Chicago, stating 
 
 this fact and requesting them to send samples of some of the white 
 book papers that are suitable for this purpose. State that you would 
 like to get something exclusive in appearance, but not too high in price. 
 Mention the fact that the paper need not be suitable for half-tone print- 
 ing, as you intend to tip in the half-tones. Ask them whether they 
 maintain a service department and also whether they publish anything 
 that will be helpful to you in getting out your book. 
 
 2. As a correspondence clerk of the J. W. Butler Paper Company, 
 answer the above letter by giving the following information, 
 
 after acknowledging the previous letter: You are sending, by Parcel 
 Post, samples of five different kinds of white paper that are intended 
 especially for use in such publications: Cameo Plate Coated — a dull 
 finish ; Lustre Coated — glossy surface ; Snowflake Coated — regular 
 finish ; Artogravure — egg shell finish ; Printone — imitation coated, glossy 
 surface. (Arrange these names in tabular form.) If none of these 
 seem to answer the purpose, the firm will be very glad to tend more 
 samples. State that they do not publish anything on how to get out 
 a school Annual, but that they have a Service Department that will be 
 ready and willing to give the benefit of its long experience. Express 
 thanks for the inquiry and the hope that the firm will have the pleasure 
 of an order. Be careful of the paragraph structure. 
 
I. UTTERS OF IXQUIRY AXD INFORMATION 47 
 
 3. The Marshall Wells Hardware Company of Duluth, Minn., has re- 
 ceived a letter of application from Worth Wright, who has just 
 
 been graduated from the Duluth Central Business College, and states in 
 
 his letter that he graduated from High School in 
 
 19 Write their letter to the principal of High School, 
 
 asking for such information as they might care to have before giving 
 Mr. Wright a place in their advertising department, with good prospects 
 of a permanent position and promotion. 
 
 4. Write a favorable reply from the school principal, giving an ac- 
 count <>f Wright's high standing In bis classes, and popularity and 
 
 prominence as a student. Close with a strong recommendation. 
 
 5. Instead of the above, write an incomplete letter of information 
 from the principal, in which you state that the records show that 
 
 Wright had high standing as a student, but that you have not had the 
 pleasure of his acquaintance, ns be graduated before your administra- 
 tion began. You tried to get some information from his former teachers, 
 but neither of the two who are still in the school was able to remember 
 him. 
 
 • ;. Write an unfavorable reply from the principal. Wright had a fair 
 record as a student, but was lacking in initiative, somewhat inclined 
 to be lazy, and careless of his personal appearance. Express regret at 
 baring to give such an unfavorable reply about a graduate, and state 
 th.it if Wright still has these faults that experience and responsibility 
 might help him to overcome them. 
 
 7. You formerly lived on a farm near Goodland, Ind. Your father, 
 or guardian, has recently advertised the farm in the classified 
 columns of a newspaper of a nearby town. He has just received a re- 
 MU'st from James BL Gould, 821 Walnut Street, Fort Wayne, Ind., for 
 more detailed information. Write ,i reply, based upon the following data : 
 Introduction - acknowledgment of Inquiry, including date and brief sum- 
 mary of contents. Body — the following points: Location — two miles 
 north and one mile west of Goodland; on a main graveled road; outside 
 tO-called "sand rldgO" country, which is Dearly a mile north. Drainage 
 — farm well drained: dredged ditch extending nearly to east line; all 
 t tic land h.is ;i good slope toward the ditch; nearly all tiled. Cultiva- 
 tion north eighty has some good standing timber; about one hundred 
 acres in bay; remainder in cultivated crops. Buildings — good; eight 
 room house, large barn, granary, chicken house, etc.; ail in excellent 
 condition and newly painted Trice- |128 per sere; terms, $5,000 cash; 
 
48 COMMERCIAL BNGLLSB 
 
 balance, first mortgage at 6%. Conclusion— thanks for the Inquiry and 
 appropriate close. 
 
 8. You have just received a letter from Henry J. McKee, 312 E. Third 
 Street, Rock Island, 111., in which he states that he is about to open 
 
 a book store, with fair prospects of success. He requests that he may 
 open an account with you. Believing that your decision will be favor- 
 able, he incloses his first order. Write a reply for your firm, C. & G. 
 Bromwell, 372 Broadway. Now York, in which you regret to say that 
 McKee is a stranger to you and that yon will have to require him either 
 to furnish references or send a draft for the amount of the order. Ex- 
 plain that this is a regular practice with your firm. Close with a tact- 
 ful phrase. 
 
 9. The Standard Wholesale Grocery Company of Louisville, Ky.. has 
 received the application of J. C. Palmer for a position as traveling 
 
 salesman. They write to the National Grocery Company of Pittsburgh, 
 one of his references and formerly his employers, for information as to 
 his character and ability. Prepare their reply, as follows: strictly 
 honest, conscientious in regard to duty towards employers ; has much 
 natural ability as salesman, quick to learn personality of customers, 
 courteous in manner of approach, takes a real interest in the line he 
 has to sell, clever and tactful in speech; reason for leaving their employ 
 — had opportunity to secure better salary than they were able to pay. 
 
 10. Mr of owner of the 
 
 baseball team in the league, writes to his manager 
 
 to learn why the team was not able to finish the season higher than 
 third place. Write the manager's reply, which contains the following: 
 took team when it was too late in the season to get good players, at- 
 tendance did not warrant paying price to get good players later on. lack 
 of support of team by fans, because of contest for city championship of 
 
 manufacturing company's teams, injuries to players 
 
 star left fielder broke his leg, , the best catcher, out of 
 
 game for month with sprained wrist, lack of experienced pitchers, two 
 or three bad "hitting slumps." Close with statement that the spirit 
 of the players was fine, that they worked hard to get third place, and 
 that with two or three strong players added to the team and good 
 training quarters in the spring, the team ought to win the pennant next 
 year. 
 
 11. The Clipping Service of * has made clip- 
 pings from all the newspapers of the state concerning the various 
 
 candidates that were nominated at the recent Republican state conven 
 
I.ITTKUS OF INQUIRY AM) INFORMATION 49 
 
 tion. You are to prepare a letter to be sent to candi- 
 date for Congress from the Tenth District. They read in their office 
 all the newspapers of any importance published in the state. From 
 these papers they have collected all matter that has to do with his can- 
 didacy. It would be valuable to him as campaign material and to the 
 state organisation as a matter of permanent record. Their charge for 
 the clippings will be five dollars, which must appeal as very reasonable, 
 considering the amount of labor involved in the service. Complete the 
 letter by adding an effective appeal and an appropriate close. 
 
 11'. Write or dictate a letter to the Registrar of College 
 
 from a student who is about to graduate from the high school, re- 
 m nesting catalog and other information. State the work completed in 
 the high school and the course contemplated in college. Include any 
 other information that would be natural in such a letter, as, for in- 
 stance, questions about entrance examinations and living expenses. 
 
 13. Write or dictate the reply of the Registrar of the college, acknowl- 
 edging the first letter of inquiry and referring to the catalog, which 
 lias been sent under separate ever. Give all the information required 
 by the letter of Inquiry and any other information that would call atten- 
 tion to or supplement the catalog. Some of the things that might be 
 emphasised are: the age of the college, its endowment, the moderate 
 tuition and cost of living, athletic standing, and social advantages. 
 
 1 J. You mic about to open a store at 896 W. Michigan Street, Buffalo, 
 V V.. and will carry a full line of high class china and cut glass. 
 For fifteen years you bare been manager of the National China and Cut 
 apany of Philadelphia. The firm that you are just leaving 
 has recommended that you carry a line of "Syracuse China," which is 
 made by the Onondaga Pottery Company of Syracuse, N. Y. Write them 
 for Information as to the class of trade these goods appeal to, terms on 
 which they are sold t«> dealers, guarantee against breakage in shipping. 
 number of patterns required to make a complete stock, possibility of 
 opening an account, etc Bequest thai they send you their "Illustrated 
 Boos on china." and state that the firm referred to above has given 
 you the liberty of using their name as a reference. Pay special atten- 
 tion to arranging the Menu of the letter in the best possible order. 
 
 IS. Write the reply of the Onondaga Pottery Company to the above 
 tetter. 
 
 HI. You read in a magazine the advertisement of a $1,000 prize contest 
 for Writing moving picture plots. IfO previous experience or e\ten 
 
50 COMMERCIAL ENGLISH 
 
 sivo education is required. Imagination and originality are all that are 
 necessary. You become interested and desire full particulars. Write 
 the letter. 
 
 17. E. C. Bennett, of Norwalk, Ohio, became very much Interested in 
 the 19 model of the Detroit Electric at the Ohio State Fair. 
 
 Write his letter to the local agency of the company, embodying this fact 
 and requesting complete information. 
 
 The Detroit Electric Sales Company acknowledge the above, are 
 sending catalog under separate cover, and will be glad to demonstrate 
 the car. Write or dictate their letter to Mr. Bennett. 
 
 18. Fay E. Bell, 3054 Superior Street, Duluth, Minn., writes to the 
 Agency Division of the Curtis Publishing Company, Independence 
 
 Square, Philadelphia, to learn how she may make money during the 
 summer vacation by taking subscriptions for the "Ladies' Home Jour- 
 nal," as advertised in that magazine in the last number. Prepare her 
 letter. 
 
 19. A mother is interested in Camp "Pokegama," which is advertised 
 in one of the popular magazines as an ideal place for a girl to 
 
 spend the summer. In reply to the advertisement, write a letter from 
 
 her to Mrs. Stanton Brown of , who is to conduct 
 
 the camp, for information. Ask for particulars upon the following 
 points and any others likely to be contained in such a letter: 
 date of opening and closing, number limited, terms, location of camp, 
 amusements, sleeping quarters, meals, and educational advantages. Ar- 
 range in the best possible manner. 
 
 20. A young man who was about to enter business for himself, wrote 
 for advice to one of his friends, an experienced business man, be- 
 fore starting out. The letter that he received contained the following 
 good advice. Arrange it in the best order. "Do not commence business 
 when times are dull. Do not try to establish yourself before you have 
 sufficient funds. Be exact and punctual in filling engagements. Reply 
 immediately to all letters. Conduct yourself toward everybody with 
 civility. Be honest, upright, etc." Complete the letter with any other 
 suggestions that occur to you. 
 
CHAPTER IV 
 
 LETTERS ORDERING GOODS 
 
 The Need of Care. While it is important that every letter 
 be written carefully, if it is to represent adequately all parties 
 concerned in the transaction of business, there are special rea- 
 sons why unusual care should be exercised in writing letters 
 ordering goods. These may be stated briefly as follows : 
 
 1. Letters ordering goods have a direct relation to business in that 
 they affect the capital of the buyer and the goods of the seller. 
 A mistake, therefore, means financial loss to one or the other. 
 
 2. Errors cause not only financial loss, but also a reflection upon 
 the business ability or methods of those who make them. 
 
 3. Statements contained in such letters are often legally binding, 
 since buyer and seller, through them, become parties to a 
 contract 
 
 Points to Be Remembered. The following are the most im- 
 portant points to be kept in mind when writing letters order- 
 ing goods: 
 
 1. Every article ordered should be described in such a way that 
 there can be no doubt as to what is meant on the part of the 
 one who is to fill the order. 
 
 2. The buyer should give his full name and address. 
 
 3. Shipping directions should be exactly stated. 
 
 4. If money is enclosed with the order, it should be referred to 
 definitely by giving the form in which it is sent and the exact 
 amount 
 
 5. Words or figures that express quantity, size, color, etc., should 
 be written with special care. 
 
 The Description of the Article. The purpose of describing 
 goods, either in an advertisement or in a catalog, is to enable 
 the prospective purchaser to arrive at a fair estimate of .the 
 
 51 
 
5-2 <<>umi;i;ci \|. i:\GLISIl 
 
 value of the article he is about to purchase. Cuts are fre- 
 quently used to show the style or design, so that the 
 judgment may be based upon the sense of sight, rather 
 than entirely upon imagination. The prospective ship- 
 per takes it for granted that the information given by 
 description or cut, or both, is sufficient to enable the 
 prospective purchaser to buy intelligently; if the de- 
 scription is not complete, he must write for additional in- 
 formation before placing his order. If a mistake in judg- 
 ment is made by the purchaser, it is largely optional with the 
 seller whether he shall do anything to make good the error. If 
 the goods were exactly as represented, it may become neces- 
 sarily the duty of the purchaser to keep them, even if they do 
 not prove to be exactly what he thought they would be or even 
 what he wants. Usually the best that can be expected in such 
 a case is that the shipper refund the buyer's money, less the 
 shipping charges both ways. . It is of the utmost importance, 
 therefore, that the writer of a letter ordering goods read care- 
 fully the description of the article or articles he is about to 
 purchase, noting such details as size, weight, material, color. 
 style, pattern, finish, etc. 
 
 ^-"C^;. l *^»i»tt^r^>v —This beautiful pattern cloti^ 
 <&'"«. .'^vsiansrens^^ -,' «,.l J\ pictured is a combination de 
 
 sign — Greek key border with 
 chrysanthemum center. Pure 
 Irish linen. 
 
 Size 70 x 70 inches, $4.85 
 
 Size 70 x 88 inches, $5.85 
 
 Size 70::10G inches, $6.85 
 
 Napkins to match, $6.80 doz. 
 
 ■ — These famous linens retain their rich luster and are guaran- 
 teed to launder as only genuine Irish linens do. 
 
 — We are showing Derryvale linen pattern cloths in twenty- 
 eight distinct designs with napkins to match. 
 
 — Second floov' 
 
 DESCRIPTION TAKEN FROM A TRADE BULLETIN 
 
LETTERS ORDERING GOODS 5? 
 
 Name and Address. The importance of giving the name 
 and address, correctly and in full, is to secure the delivery of 
 the goods without delay and needless expense. To deliver an 
 express package to John Smith, Philadelphia, might require a 
 week's time before the proper John Smith could be located. 
 To avoid such unnecessary delays and trouble, the writer 
 should give the full name and street address, as well as post 
 office address. Example : John C. Smith, 3457 Center Street, 
 Philadelphia, Pa. 
 
 If the writer has any doubt as to the spelling of the ab- 
 breviation of a state, he should either look it up or spell it out 
 in full. Miss, may be intended for Missouri, but the shipment 
 will go to Mississippi, because the official abbreviation of Mis- 
 souri is Mo. 
 
 Shipping Directions. Shipping directions include two 
 things: (1) how to ship — freight, express, parcels post, etc.: 
 (2) the exact name of the carrier — Baltimore & Ohio R. R., 
 Fall River Steamship Company, National Express Com- 
 pany, etc. 
 
 When to Ship by Freight. It is best to ship by freight when the 
 goods are of great weight or bulk, when there is plenty of time, or when 
 ■ lew transportation charge is desired on a package that might other- 
 wise be sent by parcels post or express. 
 
 When to Ship by Express or Parcels Post* The use of parcels post 
 In preference to express will depend upon the limits of weight in the 
 various zones, the exclusion of certain articles from the service, etc. In 
 general, goods are sent either by parcels post or express when they are 
 of more than ordinary value and require insurance, when they are easily 
 broken, when they are of moderate weight, or when delivery is required 
 within a short time. 
 
 State the Name of the Carrier. The writer of a letter 
 ordering goods will find it a wise policy to state exactly the 
 name of the carrier that is to transport the goods. For in- 
 stance, it is possible to send a freight shipment from St. Paul, 
 Minn., to Davenport, Iowa, by rail, or by boat, at certain times 
 
54 COMMERCIAL ENGLISH 
 
 of the year. If a firm received a letter, in such a case, stating 
 merely that the goods were to be shipped by freight, it would 
 be necessary to consult the files to see whether the customer 
 preferred rail or boat freight, and if it should be found that 
 he used both ways, it would be necessary to write to him to 
 find out which he preferred in this particular case, thus caus- 
 ing unnecessary delay. Local conditions also make a differ- 
 ence as to what express company is preferable, so that it is well 
 to give explicit directions in the letter ordering the goods. 
 
 Enclosing Money. Money sent loose in a letter is always 
 at the sender's risk. Small amounts may be sent in stamps or 
 in coin cards. Amounts of one dollar or more should be sent 
 by post office money order, express money order, bank draft, 
 certified check, or personal check if the buyer is well known 
 to the seller and of good financial standing. The form in which 
 the money is sent and the exact amount should be specified so 
 that this part of the business may be properly taken care of 
 and not overlooked and so that the remittance may become a 
 matter of record when the letter is filed. In sending money 
 with an order it is better to use a money order than to send the 
 money in a registered letter, as the sender is protected by the 
 money order system from the possible dishonesty of the seller, 
 who might claim that he received the letter, but that the sender 
 forgot or neglected to enclose the money. 
 
 Terms of Payment. Every letter containing an order 
 should specify the terms of payment. In case of regular cus- 
 tomers who have charge accounts this is not absolutely neces- 
 sary, but even then it is a good practice. Any uncertainty on 
 this point will almost invariably bring a letter of inquiry for 
 information, which means an unnecessary delay in shipment. 
 The most common terms on which goods are sold are: cash 
 with order, on account, special discount if paid for in a certain 
 number of days (30, 60, 90) or before a certain day of the 
 month (usually the 10th), part payment in cash with the bal- 
 ance on time, C. 0. D., and cash on approval. Before opening 
 
LETTERS ORDERING GOODS 55 
 
 (PRINTED LETTER HEAD here) 
 
 37 Main Street, 
 Carmel, Ind., February 24, 19-- 
 
 Schnull & Company, 
 
 110 South Meridian Street, 
 Indianapolis, Ind. 
 Gentlemen: 
 
 Please ship to us, at the above address, the follow- 
 ing list of goods: 
 
 2 doz. bx. Morton's Table Salt 
 
 3 " " Sun-Maid Raisins 
 
 4 pails Salted Breakfast Mackerel 
 10 - 48 lb. Washburn Crosby XXXX Flour 
 
 2 cs. Shredded Wheat 
 
 1 bunch Bananas - fancy 
 
 1 bbl. Grimes Golden Apples 
 
 3 " Baldwin Apples 
 
 2 doz. qt. Van Camp's Pork and Beans -with sauce 
 
 Ship by Indiana Union Traction freight so as to 
 reach us not later than Friday evening and charge to us. 
 
 Very truly yours, 
 
 LETTER ORDERING GOODS, SHOWING TABULATION OF ORDER 
 
56 COMMERCIAL ENGLISH 
 
 accounts with strangers, firms require suitable references or 
 consult a rating agency ; as, Dun or Bradstreet. 
 
 Tabular Form. The form of a letter ordering goods differs 
 from an ordinary letter only in that the items contained in the 
 order are arranged in tabular form. This has a twofold ad- 
 vantage. It enables the person who reads the letter to note 
 readily the items and the shipping clerk to check off the items 
 as they are assembled, if the original letter, or a copy, goes to 
 the shipping room. 
 
 Tabular Form in Quotation of Prices. The tabular form is 
 used in letters requesting or giving quotations of prices. If 
 the preceding letter had requested prices on the articles instead 
 of ordering them, the form would have been the same. 
 
 Ordering from Catalogs. In ordering goods from the 
 catalog of a firm, if you do not have their current catalog be 
 careful to state what catalog you are using. Arrange the items 
 of the order in tabular form and give every fact that is given 
 in the catalog that will help to identify the articles ordered. 
 The following is the tabulation of an order of silverware from 
 a retailer to a well known wholesale house, the items being 
 given exactly as they are to be found in the catalog : 
 
 Relish Dish $60.00 
 
 Caviar Dish 16.00 
 
 Oyster Set 18.00 
 
 Cheese Dish 10.50 
 
 Jam Jar and Spoon 6.00 
 
 Jam Jar and Spoon 5.00 
 
 Tea Caddy 8.75 
 
 Tea Caddy 10.50 
 
 Hot Milk 16.00 
 
 Call Bell, plain 6.75 
 
 Call Bell, engraved 8.75 
 
 Call Bell, etched 10.00 
 
 1 
 
 No. 
 
 112 
 
 3 
 
 4 
 
 u 
 
 507 
 1068 
 
 4 
 
 " 
 
 1129 
 
 4 
 
 " 
 
 732 
 
 5 
 
 M 
 
 1125 
 
 1 
 
 << 
 
 71 
 
 1 
 
 U 
 
 72 
 
 5 
 
 " 
 
 593 
 
 6 
 
 M 
 
 1155 
 
 2 
 
 " 
 
 1155 
 
 1 
 
 " 
 
 95 
 
LETTERS ORDERING GOODS 57 
 
 Miscellaneous Hints. 
 
 Begin each item on a separate line. 
 Punctuation at the end of lines is unnecessary. 
 Indicate quantity by figures rather than words. 
 Capitalize the names of articles. 
 
 Subscriptions for Magazines. A letter accompanying a sub- 
 scription for a magazine should contain the following items: 
 
 1. Reference to the amount enclosed and the form in which it is 
 sent 
 
 2. The name of the magazine to be sent. Some publishing houses 
 publish more than one magazine. For instance, the Curtis Pub- 
 lishing Company of Philadelphia publishes "The Ladies' Home 
 Journal," "The Saturday Evening Post," and "The Country 
 Gentleman." 
 
 3. The exact address to which it is to be sent 
 
 4. The time when the subscription is to begin and end or the time 
 when it is to begin and the length of time it is to run. 
 
 Gentlemen: 
 
 Enclosed please find $1.50 for which send me your maga- 
 zine. 
 
 Very truly yours, 
 
 FAULTY LETTER 
 
 Gentlemen: 
 
 Enclosed please find express money order for $1.50 for which 
 send me to my address, 1435 Bever Avenue, "The Ladles Home Journal" 
 for one year, beginning with the October number. 
 Very truly yours, 
 
 CORRECT LETTER 
 
 Acknowledging an Order. While it is not absolutely neces- 
 sary to acknowledge an order, the practice is now being fol- 
 lowed by nearly all progressive firms. It becomes almost 
 
58 COMMERCIAL ENGLISH 
 
 necessary to acknowledge an order if it is for goods that are 
 to be manufactured and delivered at a distant date, so that the 
 buyer may know that his order has been received and that the 
 process of manufacture will be started in due time. In any 
 case, the acknowledgment of an order is courteous, shows ap- 
 preciation of business, and tends to encourage the good will of 
 the customer. The customer is usually much interested at the 
 time of ordering; the acknowledgment of the order serves to 
 keep alive this interest and creates a good feeling that makes 
 for future business. Some firms use a regular form card for 
 these acknowledgments, while others much prefer to send a 
 personal letter. It is well, in acknowledging an order, to re- 
 peat not only the order, but any unusual directions. 
 
 Dear Sir: 
 
 We are in receipt of your letter of June 20, contain- 
 ing an order for one New Era Washing Machine, Model C, electric. 
 
 We will ship the washer so as to make delivery by 
 June 26, via American Express and Express Parcel Delivery, 
 C. 0. D., as you request. 
 
 Undoubtedly the washer will give you good satisfaction. 
 
 We thank you for the order. 
 
 Very truly youri, 
 
 LETTER ACKNOWLEDGING AN ORDER 
 
 Orders and Business Contracts. The general subject of 
 contracts should be taught in commercial law rather than in 
 commercial English, because many of its phases are not directly 
 concerned with correspondence. However, there are a few 
 simple rules and principles that are closely related to buying 
 and selling goods. They may be stated briefly as follows : 
 
LETTBRS ORDERING GOODS 59 
 
 If A makes an offer to B by mail or telegraph, he impliedly makes 
 the post office or the telegraph company his agent 
 
 If A makes an offer to B by mail, telegraph, or by his office boy and 
 makes no statement in the offer as to when the acceptance is to be re- 
 ceived, as soon as B has his acceptance in the possession of the agent 
 through whom the offer was made, the contract is bound. If A makes 
 an offer to B by mail and nothing is said as to when the acceptance is 
 to be received, B may bind the contract more quickly by a letter than 
 by a telegram, because the contract is bound as soon as his acceptance 
 is in the hands of the postal authorities, while, if he telegraphs, the con- 
 tract is not bound until the telegraphic acceptance is received, because 
 B did not use A's agent. If A makes the offer by telegram, B can accept 
 it most quickly by telegram, because the contract is completed as soon 
 as he hands his message to the telegraph company. 
 
 If B's acceptance is delayed for any reason, A is bound if B has 
 complied with the demands of the offer, as just stated. If A should 
 infer that B did not accept the offer because he has not received his 
 acceptance and should sell the commodity he offered B, to C at a 
 higher price, B can recover from A an amount equal to the increase Id 
 price. 
 
 All these possibilities make it advisable that in case an offer ia 
 being made of a commodity that is subject to change in price, the one 
 making the offer state that it is conditional on the receipt of the accept- 
 ance within a specified time. The following is a possible form : 
 
 Dear Sir: 
 
 I hereby offer you one thousand bushels of A 1 
 flour wheat at $2.05 per bushel, provided acceptance is 
 received not later than twelve o'clock noon of July 
 twenty-first. 
 
 Very truly yours, 
 
 An offer made by mail may be withdrawn by telegram, provided 
 the notice of withdrawal reaches the second party before he has had 
 time to accept the offer. 
 
 Offers or prices In business circulars do not bind contracts when 
 accepted by the persons to whom they are addressed. They are con- 
 
60 COMMERCIAL ENGLISH 
 
 sidered as general and preliminary negotiations and not as definite offers 
 to individuals. To avoid misunderstanding or disappointment, business 
 firms frequently print on their price list: "These prices are subject to 
 change without notice." 
 
 If a certain per cent discount is offered on a certain bill if paid on 
 or before a certain date, the discount may be accepted if the remittance 
 is mailed any time before midnight of that date. 
 
 Stoppage in Transitu. If the seller of goods has satisfactory evi- 
 dence that the buyer is unable to pay for them, he may repossess him- 
 self of the goods while they are in the hands of the carrier. He must 
 be very sure that the buyer is insolvent, for if he is not, the seller may 
 be liable for damages. The seller writes to the freight company or tele- 
 graphs to the express company that conditions warrant stoppage in 
 transitu and orders that the goods be held for instructions. A letter 
 will, of course, permit of a more detailed explanation than a telegram. 
 The following letter illustrates the manner in which a "stoppage in 
 transitu" is effected: 
 
 St. Paul, Minn., November 22, 19--. 
 
 Great Northern Freight Office, 
 415 Superior Street, 
 Duluth, Minn. 
 
 Dear Sirs: 
 
 On November 3, we del'ivered to your company in St. Paul 
 
 ■ a box of goods consigned to the Northern Hardware Company of your 
 
 city. Since that time we have had an unfavorable report on the 
 
 financial standing of this firm that makes us feel justified in 
 
 exercising our right of stoppage in transitu. 
 
 Please hold the goods until further orders. 
 
 Very truly yours, 
 
 EXERCISES FOR ORAL OR WRITTEN PRACTICE 
 
 1. Order from Sears, Roebuck & Co., Chicago, the following goods 
 from their catalog No. 128: 1 No. 37R7150 Ivanhoe Tapestry 
 Brussels Seamless Rug, $12.75; 1 No. 1R1832 Dresser, Colonial Style, 
 $10.95 ; 2 No. 1R309 Rocker, at $6.95 ; 4 pr. No. 24R4203 Nottingham Lace 
 Curtains, at $1.15 ; 1 No. 35R433 "Saint Cloud" Gold Border Dinner Set, 
 $36.85 ; 1 No. 26R171 Minnesota Model "L" Sewing Machine, $42 ; 1 No. 
 
LETTERS ORDERING GOODS 61 
 
 LB9633 Kitchen Cabinet, $15.35. Figure the amount of the order and 
 enclose Chicago draft for same. Give complete shipping directions to 
 your home address. 
 
 2. Write proper acknowledgment of the above order. 
 
 3. Three weeks have elapsed since you sent the above order and you 
 have not received the goods. Write a letter of complaint. This 
 
 firm has always been very prompt in the past. Express surprise. Do 
 not be too severe, since this is the first offense. Repeat the order. 
 
 4. Prepare the firm's apology for the delay in shipment. Give as a cause 
 a teamsters' strike in Chicago which has made it very difficult to get 
 
 goods from warehouse. State that goods were placed on car last Satur- 
 day and should reach you without further delay. Ask indulgence in this 
 case and express hope that goods will prove entirely satisfactory. 
 
 5. Five days later you receive the goods. You are very much pleased 
 with everything sent, and especially with the sewing machine and 
 
 kitchen cabinet. Express your feeling of satisfaction in a letter that 
 the firm might care to publish in their next circular on mail order busi- 
 ness, as a testimonial. 
 
 6. Write an order to the Century Tablet Manufacturing Company of 
 342 Chester Street, Kansas City, from your school principal for 500 
 
 compoeltloo tablets. They are to contain 60 sheets of Sitka Mills bond 
 paper, like sample they submitted to him and which you enclose. Tab- 
 lets are to be 8%xll. Covers to be of Algonquin, nile green. Paper to 
 DC unruled. Tablets to contain one good grade blotter. Name of school 
 to be imprinted on cover, as per copy enclosed. Ship by freight to your 
 BCbooL Try for better price than last year, which was lie. Must de- 
 liver order at least ten days before opening of next school term (date). 
 Arrange in best possible order. 
 
 7. Write acknowledgment of above order, repeating instructions. State 
 best price. Call attention to fact that nothing was said about how 
 
 the goods were to be paid for. State what is expected. 
 
 8. You are in the market for paints, oils, varnish, and stains, as you 
 are about to open a paint store at , in your city. 
 
 Letter to National Paint & Color Company of Pittsburgh, asking for 
 .|H..t:ttimis on the following: 500 lbs. Putty in 50 lb. tins; 1,000 sheets 
 Band Paper, best grade; 335 gal. Priming Coat in gal. buckets; 200 gal. 
 Bad Roof Paint in 5 gal. cans; 50 gal. White Enamel Finish; 20 gal. 
 
62 COMMERCIAL ENGLISH 
 
 Dark Mahogany Stain, Special, extra quality ; 150 gal. Pure Linseed Oil. 
 Ask for best terms. Give two references as to business standing — one a 
 bank, the other a firm in the line of business you are entering. State 
 that you are at present retail sales manager of this firm, in which 
 capacity you have served for the past ten years. 
 
 9. You are at present at Bar Harbor, Mich., enjoying your summer 
 vacation. While spending a rainy morning in the reading room of 
 the hotel you become very much interested in a serial story in one of the 
 popular monthlies. Send a letter to the publishers, containing the sub- 
 scription price and ask them to send it to your winter address, begin- 
 ning with the September number. 
 
 10. You have just received a calendar that you ordered through a 
 magazine advertisement (name) of a Boston stationery house 
 
 (name) by parcels post, in a badly damaged condition. The calendar 
 came in a light flimsy box that was entirely too fragile for parcels post 
 shipment. The box was broken open, the calendar torn almost in two 
 and so badly soiled that it would have been worthless, even if it had not 
 been broken. Since the advertisement featured parcels post shipment 
 you are surprised that the company did not have a special and, at least, 
 a substantial box in which to make shipment. You are further annoyed 
 by the fact that you ordered the calendar for a birthday present and 
 needed it at the time it arrived. Write a letter of complaint. 
 
 11. Write a polite and apologetic letter from the company, explaining 
 that the damage to the calendar was due to the fact that it was 
 
 sent by a shipping clerk who is new in your employ and who made the 
 mistake of sending it out in a box in which you sell it to the local trade. 
 State that you do have a special box for parcels post shipment, and that 
 you are sending another calendar to replace the one that was damaged 
 and hope that it will arrive in perfect condition. You express further 
 regret at the delay and disappointment you have caused, but you trust 
 that the explanation will be satisfactory under the circumstances and 
 that you may merit future orders, which will receive your best 
 attention. 
 
 12. Prepare a letter to contain an order for a single article that is de- 
 scribed in the catalog of a business firm and that requires detailed 
 
 and careful description for identification. 
 
 13. Write a letter to the local freight agent of a railroad entering your 
 city, complaining of damage done to household goods en route from 
 
LETTERS ORDERING GOODS 63 
 
 to your city. State the exact condition of the goods 
 
 when received and show that the damage gives positive evidence of 
 rough handling by careless or incompetent employees. Enter claim for 
 damages to the amount of and request prompt settlement. 
 
 14. Write a letter from your local freight agent, acknowledging your 
 complaint and claim for damages. Repeat substance of previous 
 
 letter. State that the claim has been entered, and that the matter will 
 be investigated in a few days. The agent states, in closing, that if the 
 claim is found to be just, you may expect a prompt settlement, which 
 has always been the policy of the company. 
 
 15. Write a letter requesting more information about an article that 
 you have seen advertised in a magazine. 
 
 16. Satisfactory information having been received, place your order. 
 
 17. State a case in which an offer might be accepted more quickly by 
 letter than by telegram. 
 
 18. Make an offer of a commodity that is of fluctuating value In the 
 form that would give you the most protection. 
 
 19. Write a letter accepting the offer. 
 
 20. Write a letter exercising the right of "stoppage in transitu." 
 
CHAPTER V 
 
 LETTERS PERTAINING TO THE SETTLEMENT 
 OF ACCOUNTS 
 
 How the Tone Is Determined. The one important problem 
 in writing letters to obtain the settlement of accounts is to 
 determine the tone of the letter. These letters vary in tone all 
 the way from a gentle reminder or mild request to a severe 
 threat that may be followed, if not heeded, by a law suit or the 
 boycotting of credit. Whatever the attitude of the creditor 
 may be toward the debtor, it must find exact expression in the 
 substance and tone of the letter, and this, in turn, if justifiable, 
 must be warranted by existing conditions. One of the first 
 steps to be taken in the collection of a delinquent account, by 
 means of a series of letters, is to find out the present attitude 
 of the debtor toward the account. The fact that the account 
 remains unpaid after some time has elapsed may mean any- 
 thing. Persons who make a practice of dodging their "honest 
 debts" frequently pay no attention to all the letters that may 
 be sent, but a lack of response cannot always be taken as a sure 
 sign of such an attitude, for sometimes, though less often, per- 
 sons who have misfortune and are unable, though willing, to 
 pay their debts, through fear and timidity, remain silent until 
 they are suspected of belonging to the so-called "dead beat" 
 class. Indeed, it is dangerous to draw any conclusion from 
 the mere fact of the non-payment of an account. 
 
 The problem is to find out the real cause of the delinquency 
 and then to suit the tone of the letter to the facts in the case. 
 If the cause of the delinquency is misfortune ; such as, the sick- 
 ness of the wage earner or members of his family, or idleness 
 
 64 
 
LETTERS PERTAINING TO ACCOUNTS 65 
 
 of the wage earner because of lack of employment, the letter 
 should express sympathy and extend the time for payment of 
 the balance. This is granted, of course, as a special favor 
 and the debtor is not permitted to feel that the firm has 
 changed its policy of requiring the prompt settlement of 
 accounts. 
 
 If the debtor is usually prompt in the payment of bills, it is 
 almost safe to infer that the cause of the present delinquency 
 is mere oversight. The enclosure of a duplicate statement in a 
 letter calling attention to the delinquency should bring an im- 
 mediate response. If there is no response within a reasonable 
 time, the creditor may rest assured that the delinquency is due 
 to a more serious cause and he is then justified in using more 
 severe measures. 
 
 If carelessness is the cause of the delay, the creditor may 
 write a more severe letter, calling attention to the importance 
 of promptness in payment of debts and also to the fact 
 that business men depend upon the remittances of their cus- 
 tomers to meet their own obligations. 
 
 If the cause of. the delinquency is more serious than those 
 just mentioned, the case has gone past the stage of writing 
 letters and should receive the attention of a merchants' pro- 
 toctive association or an attorney. 
 
 Workings of a Protective Association. In nearly all the 
 cities, merchants have gone together to form protective associa- 
 tions. They may be made up of men in the same line of busi- 
 ness or of those in different lines of business. In any case, they 
 operate upon the principle of the boycott of credit. If a man 
 does not pay his grocer within a certain number of days, he 
 will find himself unable to obtain credit with any of the grocers 
 who belong to the association. If the protective association is 
 made up of firms in a number of different lines of business, the 
 man who is indifferent or careless about paying for his summer 
 ice may find himself unable to obtain credit for his winter coal. 
 
66 COMMERCIAL ENGLISH 
 
 A SERIES OF LETTERS INVOLVING THE USE OF A 
 PROTECTIVE ASSOCIATION 
 
 (1) 
 
 A letter is sent to the debtor, enclosing a statement of his 
 account, calling attention to the fact that it is past due, and 
 requesting an immediate settlement. 
 
 No response. 
 
 (2) 
 
 A letter reminding the debtor of letter number one and re- 
 ferring to its contents, makes a stronger appeal and states that 
 unless the account is settled on or before a certain date, the 
 firm will be forced to refer it to the attention of the protective 
 association. 
 
 Still no response. 
 
 (3) 
 
 From the merchant to the association, giving the name of 
 the debtor, the amount due, and a statement of the fact that the 
 firm has not been able to get any response to the two letters 
 outlined above. 
 
 (4) 
 
 From the secretary of the association to the debtor, request- 
 ing him either to remit the amount or give a statement of his 
 reasons for non-payment. It may also contain a threat to send 
 the name of the delinquent to the other members of the associa- 
 tion unless a satisfactory settlement or explanation is received 
 by a specified time. 
 
 (5) 
 
 All efforts to collect the account having failed, the secretary 
 sends the name of the delinquent to all the members of the as- 
 sociation on a printed form, giving the man's name and address 
 and the amount. The merchants are then expected, according 
 to the rules of the association, not to sell to the person reported, 
 except for cash. Of course, all the information about the delin- 
 
LETTERS PERTAINING TO ACCOUNTS 67 
 
 quent is confidential and care is used not to impute dishonesty 
 or financial irresponsibility to the delinquent, else the associa- 
 tion might be sued for libel or damages. 
 
 Collection Agency. After they have written several letters 
 and have gotten no response, some firms turn their accounts 
 over to a collection agency to be collected. These agencies 
 usually employ a series of follow up letters and they are often 
 able to collect accounts that were thought almost hopeless by 
 the firms. 
 
 A SERIES OF LETTERS INVOLVING LEGAL ACTION 
 
 (1) 
 Dear Sir: 
 
 Enclosed please find statement of your account to date, a- 
 mountlng to $52.60. 
 
 As this amount is now past due, we would appreciate your 
 check for the same by return mail. 
 
 Very truly yours, 
 
 (2) 
 Dear Sir: 
 
 On , we sent you a statement of your account, a- 
 
 mounting to $52.60, which was then past due. 
 
 As we have not had the pleasure of hearing from you, we 
 must insist that you send U3 either a remittance or an explanation 
 of your delinquency. 
 
 We trust that we may hear from you in a few day3. 
 Very truly yours, 
 
68 COMMERCIAL ENGLISH 
 
 (3) 
 
 Dear Sir: 
 
 We have written to you several times concerning your ac- 
 count, amounting to $52.60, which has been standing now for 
 
 days, but have received no response. 
 
 In view of these facts, we feel obliged to say that un- 
 less the account is settled by , we shall be forced to 
 
 take legal steps for its collection. 
 
 Very truly yours, 
 
 (4) 
 
 Dear Sir: 
 
 A claim against you, amounting to $52.60 has been placed 
 in our hands for collection by 
 
 If you intend to settle it, you may call at our office not 
 later than ten o'clock Thursday morning, or send us your check so 
 as to reach us on or before that time. Otherwise we will proceed 
 •jdiately thereafter to bring court action for its collection. 
 Very truly yours, 
 
 Lawyer. Another method of collecting an account is to 
 turn it over to a lawyer for collection, at about the same time 
 that it would be given to a protective association or to a collec- 
 tion agency. Some lawyers make a specialty of collecting 
 "hard" accounts. They usually employ a series of letters, 
 working up to a threat to bring suit if the account is not 
 settled by a definite time. In most cases, it is unnecessary to 
 bring suit, as the fact that the account is in the hands of an 
 attorney and that suit is threatened is frequently enough to 
 "frighten" the debtor into paying the amount due. 
 
 Use of Appeal. Many houses, when writing the second or 
 third letter, use such an appeal as, "we are in need of money 
 
LETTEES PERTAINING TO ACCOUNTS 69 
 
 to pay some heavy bills." This practice is not favored by the 
 best business usage, as it may easily tend to make the debtor 
 think that his creditor is also delinquent and for the same rea- 
 son he is — he needs money. It gives, therefore, an impression 
 of financial weakness that does not inspire respect. The safest 
 appeal is on the basis that the customer honestly owes the 
 amount and that it is only fair and just that he should pay it. 
 
 The Misuse of Postal Cards. The use of a postal card to make a 
 request or demand for the settlement of an account may render the 
 writer liable for damages, if it contains anything that might reflect on 
 the personal character of the delinquent. It is the safest practice not 
 to use postal cards at all for this purpose. Two facts are generally con- 
 sidered objectionable — the amount of the account and the length of time 
 it has been standing unpaid. Notices of taxes or service charges for 
 electric light, water, gas, etc., are not considered objectionable upon 
 postal cards, when they are current and not delinquent. Threats to sue 
 a person would, of course, be highly objectionable. 
 
 Blackmailing and Extortion. Care must be used even in a letter 
 not to make threats without restriction. A number of states have laws 
 against blackmailing and extortion. The two terms are sometimes used 
 interchangeably. Blackmail means, primarily, the use of abusive lan- 
 guage in a letter. Extortion is the use of threats to do an injury that 
 has no connection with the incurring of the debt and thereby to extort 
 money. For instance, A owes B a certain sum of money, which he 
 seems inclined never to pay. Later, A becomes a candidate for public 
 ofllce. On hearing of this, B writes him a very sharp letter about the 
 debt and threatens to divulge information about him that he has long 
 kept secret unless A settles the account. 
 
 siuht Draft. A common method of forcing out-of-town customers to 
 settle their accounts is the use of the sight draft. About the third 
 letter, the firm makes some such statement as, "Unless we receive your 
 ( lu<k by noon of the 10th, we will draw upon you for the amount." As 
 in the case of the use of all extreme means of collection, as a final re- 
 port, the threat is often enough. The reason for this will become clear 
 as soon as the process of drawing a sight draft is explained. To draw 
 I ilfhl draft, the firm fills out a form about the size of and much like 
 a draft, containing the amount to be paid and by whom and to whom 
 paid. It is then mailed for collection to some bank in the city in which 
 Om <l«'t»t<>r lives, the name of the bank being secured from a directory 
 that is found in most business houses. As soon as the bank that was 
 selected to collect the sight draft receives it, it notifies the firm to call 
 
70 
 
 COMMERCIAL ENGLISH 
 
 or sends a collector to present the draft for payment. Paying the draft 
 is called "honoring" it. If the debtor is unable or unwilling to "honor" 
 the draft he must state his reasons, which are checked on a printed 
 form and returned with the draft. Very few business men refuse to honor 
 a sight draft and most of them avoid being drawn upon, as it places 
 them in an unfavorable light before their bankers. 
 
 Statute of Limitations. In all the states in this country a time 
 limit has been fixed within which debts are legally collectible. This 
 has been deemed necessary in order to force the creditor to use business- 
 like promptness in collecting his accounts. The length of time varies 
 considerably in the different states, as will be seen by consulting the 
 following table. Usually the time begins to run from the date of the 
 purchase of the last item. If something is paid on account, the 
 whole account is renewed and the time is counted again from the new 
 date. In case the debtor gives his note for the payment, the account 
 is renewed thereby. The following table shows the number of years 
 within which open accounts must be collected in the different states : 
 
 Alabama 3 
 
 Arizona 3 
 
 Arkansas 3 
 
 California 4 
 
 Colorado 6 
 
 Connecticut 6 
 
 Delaware 3 
 
 District of Columbia 3 
 
 Florida 3 
 
 Georgia 4 
 
 Idaho 4 
 
 Illinois 5 
 
 Indiana 6 
 
 Iowa 5 
 
 Kansas 3 
 
 Kentucky 5 
 
 Louisiana 3 
 
 Maine 6 
 
 Maryland 3 
 
 Massachusetts 6 
 
 Michigan 6 
 
 Minnesota 6 
 
 Mississippi 3 
 
 Missouri 5 
 
 Montana 5 
 
 Nebraska 4 
 
 Nevada 4 
 
 New Hampshire 6 
 
 New Jersey 6 
 
 New Mexico 4 
 
 New York 6 
 
 North Carolina 3 
 
 North Dakota 6 
 
 Ohio 6 
 
 Oklahoma 3 
 
 Oregon 6 
 
 Pennsylvania 6 
 
 Rhode Island 6 
 
 South Carolina 
 
 South Dakota 6 
 
 Tennessee 6 
 
 Texas 2 
 
 Utah 4 
 
 Vermont (5 
 
 Virginia 3 
 
 Washington 3 
 
 West Virginia 5 
 
 Wisconsin 6 
 
 Wyoming 8 
 
LETTERS PERTAINING TO ACCOUNTS 71 
 
 EXERCISES FOR ORAL OR WRITTEN PRACTICE 
 
 1. Write a letter to a customer whose account shows an unpaid balance 
 amounting to $55.18, which has been overdue for nearly ninety 
 
 days. As his ledger page shows that he has heretofore been very 
 prompt, you assume that this delinquency is due to an oversight and 
 write him to this effect, referring to statement of account which you 
 are enclosing. 
 
 2. In reply to the above letter you receive a letter from your delin- 
 quent customer in which he states that he has been unable to take 
 
 care of his balance on account of the serious illness of his wife, which 
 has put him to great expense. You offer him sympathy and an exten- 
 sion of time. 
 
 3. A delinquent customer has paid no attention to your two previous 
 letters. You threaten to send his name to the Grocers' Protective 
 
 Association unless you receive his check on or before a date that you 
 specify. 
 
 4. One of your customers has failed to pay for a shipment of goods 
 within the period of time required by the terms of sale. You do 
 
 not think this is due so much to inability to pay as to carelessness, of 
 which he has been guilty several times before. Your letter to him is to 
 be rather firm in tone but, at the same time, tactful and courteous. 
 
 5. Give an example of a request for payment that might be properly 
 written upon a postal card. 
 
 6. Give an example of the misuse of a postal card for such purposes. 
 
 7. You have a delinquent account with Bailey & Barnes, 1109 Com- 
 merce Street, Butler, Pa. You write to them that unless you re- 
 
 eeJre their check on or before noon of the 10th prox. you will draw 
 iijm.ii them for the full amount, $625.60. You close with the statement 
 that jronr bQStaiesa relations with this firm have always been so satis- 
 f;n tory that you hope they will not make this action necessary. 
 
 Ample time hftl pawed for a reply to the above letter, but Bailey 
 & Barnes have paid no attention to it. You draw on them on the 
 Kitii. mimI on the 15th receive your draft returned and marked with the 
 iroHa, A<k more time." Up to this time you have been of the opin- 
 ion thnt tb«-y are in sound condition financially, and write to them for 
 
72 COMMERCIAL ENGLISH 
 
 an explanation. You express your willingness to co-operate with them 
 and extend the time of payment, if they are suffering from business de- 
 pression. You give them a mild reproof for not having given you 
 information sooner as to why they have been delinquent. 
 
 9. Bailey & Barnes express regret that they were compelled to refuse 
 your sight draft and also that they did not inform you of the 
 reason why they were unable to settle the account. By way of explana- 
 tion of their inability to honor the sight draft, they state that their 
 collections have been so slow during the past six months, because of 
 general financial depression, that they have had a hard time to get 
 money to carry on their business because of contracts they have on hand 
 that require a large sum of money for the purchase of materials. They 
 enclose check for $200 on account and express their willingness to 
 accept your generous offer of an extension of time for the payment of 
 the balance and ask ninety days. 
 
 10. You write to them, acknowledging the check for $200, which you 
 have had placed to their credit and grant to them an extension of 
 
 ninety days in which to pay the balance. You express sympathy 
 and the hope that their collections will soon improve. 
 
 11. You wrote a rather sharp letter to Little, Brown & Brooks of 
 Omaha, Nebr., because they had not paid a balance of $50, which 
 
 you thought was past due on a duplicating machine they purchased of 
 you six months ago. They have replied to your letter and stated that 
 they found, on taking up the matter with their cashier, that your agent 
 made this last payment due on October 10 and that inasmuch as it was 
 only August 29 when your letter was received, it was entirely uncalled 
 for. They have sent you a check for the amount and seem to have 
 been seriously offended by your letter, which you realize now was a 
 little too sharp. Prepare a letter of apology in which you state your 
 regret that your agent did not report that he had made special arrange- 
 ments for payment on October 10. Also express regret for any incon- 
 venience you may have caused them. Offer to return their check and 
 wait till the amount is due. 
 
 12. Write a letter from Little, Brown & Brooks, stating that the above 
 letter has been received and that the explanation is entirely satis- 
 factory. Also state that it will be unnecessary for you to return their 
 check, although they appreciate your kind offer to do so. 
 
LETTERS PERTAINING TO ACCOUNTS 73 
 
 13. Write a letter to a delinquent customer, threatening to refer the 
 account to an attorney for collection. 
 
 14. Having received no response to the above letter, you have been 
 forced to refer the account to an attorney for collection. Write 
 
 his letter to the customer, threatening to bring suit unless the amount 
 due is paid before a specified time. 
 
 15. Write a letter concerning the collection of an account, in which 
 the "Statute of Limitations" plays an important part. 
 
 16. As a delinquent customer, write a letter to your creditor, asking 
 an extension of time for the payment of the balance due, giving 
 
 what you consider sufficient reasons. 
 
CHAPTER VI 
 
 CIRCULAR LETTERS 
 
 Circular Letter Defined. A circular letter is one that is 
 sent to a number of persons without change of contents. 
 
 A Business Necessity. Circular letters have become a 
 necessity in the modern business office for two reasons : 
 
 1. They save time and money. 
 
 2. They increase the power of correspondence to get business. 
 
 Time Savers. The value of a good business letter is so 
 great that, ordinarily, the time required for its preparation can 
 well be afforded. The same situations arise so many tinles in 
 correspondence and call for such a repetition of dictation that 
 the time required for individual replies becomes time wasted 
 and cannot be justified. Requests for catalogs, inquiries for 
 information, quotations of prices, etc., are so numerous that if 
 each were treated as a distinct and individual case it would 
 take so much of the time of the office force that the more im- 
 portant correspondence would be crowded out. It is a great 
 saving of time, therefore, if all these simliar cases are covered 
 by uniform, circular letters. 
 
 Business Getters. Since one circular letter may be pre- 
 pared to serve in many cases without being changed, it is pos- 
 sible to give hours of study to the composition of the letter in 
 order to make it as nearly perfect as possible. The results may 
 be carefully watched and tabulated and experiments m;i<l«' 
 until the letter that brings the results is discovered. All this 
 would be impossible if a new letter would be required for ever}' 
 «ase. 
 
 74 
 
CIRCULAE LETTERS 75 
 
 Postal Classification. Circular letters are commonly 
 classed as third-class matter. To go at this rate, not less than 
 twenty copies, separately addressed, must be mailed at the post 
 office window. They may be printed, mimeographed, hecto- 
 graphed, etc., and the name and address filled in. They are, 
 of course, left unsealed and a one-cent stamp is put upon them. 
 Circular letters may also be sealed and sent as first-class letters. 
 If. in this latter case, the letters have been typewritten, it will 
 be impossible to detect that they are circular letters. 
 
 Signs of Quality. One of the first signs of quality in a cir- 
 cular letter is the stationery on which it is written. If light 
 weight, cheap stationery is used instead of the regular firm 
 stationery, the whole letter has a cheap look, while if the regu- 
 lar firm stationery is used, it may be impossible to distinguish 
 a circular letter from a personally dictated letter. 
 
 Kinds. Among the kinds of circular letter, the following 
 are the most common and important: 
 
 1. Form or stock letters, 
 
 2. Follow up letters, 
 
 3. Letters of announcement or notification, 
 
 4. Sales letters. 
 
 FORM OR STOCK LETTERS 
 
 Occasions for Their Use. The form or stock letter is 
 usually used in response to a request for information. This 
 request frequently comes as a result of an advertisement in a 
 newspaper or magazine, which is intended to arouse interest. 
 The ideas contained in the stock letter are arranged and 
 phrased so as to seize upon this interest and direct it to a favor- 
 able consideration of the proposition. Samples or circulars 
 are sent along with the stock letter to satisfy still further the 
 prospective customer's desire to know more. These letters 
 differ from sales letters chiefly in the fact that they are usually 
 almost entirely informational in character and do not contain 
 so much of argument or persuasion. 
 
76 COMMERCIAL ENGLISH 
 
 Dear" Sir: 
 
 The new and revised edition of our "Hand Book", 
 which we are sending ■ po you, under separate cover, at your 
 request will give you a slight idea of the products of 
 our factory. The quality of our school and college jewelry 
 can only be appreciated when given a chance to speak for 
 itself. 
 
 As you look over the twenty or more pages of de- 
 signs you will be impressed with the large variety and the 
 originality. 
 
 All work is personally supervised by the members 
 of the firm, which is your guarantee of first class work- 
 manship. Our increasing list of regular customers are. 
 well aware of the fact that we are fully alive to the ne- 
 cessities of the trade, and that we keep abreast with all 
 matters pertaining' to school specialties. 
 
 Our special arrangement for the inspection of 
 stock samples you will find on page twenty-nine, as well 
 as our guarantee and terms. Read this carefully before 
 placing your order. Then use the special order blank and 
 self-addressed envelope, which you will find just inside 
 the. front cover. 
 
 Very truly yours, 
 
 MODEL FORM LETTER • 
 
CIRCULAR LETTERS 77 
 
 EXPLANATORY NOTE.— The first point to be noted in favor of the 
 letter on page 76 is that it makes use of the interest that will be aroused 
 at the time the recipient of the "Hand Book" is looking it over. Further, 
 it will be noted that the details emphasized and the underlying tone 
 tend to inspire confidence. While not presenting as strong an argument 
 ■I might be put into a sales letter, it aims to turn an inquiry into an 
 order. Finally, it is free from stereotyped phrases that are often found 
 in such letters. Too often they begin with a sentence something like 
 this: "We are in receipt of your letter of the 10th inst, in which you 
 asked for a copy of our 'Hand Book' and in reply to same we beg to 
 state that we are sending it under separate cover." Such a statement 
 tf. formal, and trite. The only ideas that it contains are that the 
 request was received and complied with, both of which will be apparent 
 the moment the catalog is received. Equally bad are sentences like 
 this: "Look it over carefully and if you find anything that you wish, 
 we will be pleased to fill your order." Such sentences indicate a cold 
 :t n«l passive attitude that usually kills the interest with the receipt of 
 the catalog and loses the business to another firm. 
 
 How Used in Dictation. Form or stock letters are gen- 
 erally kept in a loose leaf note-book on pages the size of a 
 standard business letter sheet. Every person who dictates 
 letters and all the stenographers have a copy. When a letter 
 comes to the hand of the one who is to dictate the reply, and 
 he sees that it can be fully answered by a form letter, he gives 
 thf stenographer the name and address of the person to whom 
 the reply is to be sent — the introduction — and indicates the 
 number of the form letter. Later, the stenographer copies the 
 letter from her form letter book and it is signed like any other 
 letter and placed with the outgoing mail. Occasionally it is 
 aeeeflMry to dictate a special introduction to the letter, in 
 order to make it seem more personal and less blunt. 
 
 FOLLOW UP LETTERS 
 
 Their Use and Relation to Form Letters. Very frequently, 
 in business, the results from inquiries are not forthcoming. 
 The timid and pessimistic business man concludes too early 
 that because the sending out of a catalog or price list did not 
 
78 COMMERCIAL ENGLISH 
 
 bring an order it means that the prospective customer had 
 merely a curious interest that soon left him, or that when it 
 came to paying for the goods he did not have the money, or 
 that he has been drawn away by the offers of a competitor. As 
 a matter of fact, he has not bought from any firm and for a 
 good and sufficient reason. It may be that he sent for the 
 catalog or price list some time before he thought of ordering 
 and that he is not now in actual need of the goods. It may be 
 that he has lost interest temporarily and only needs to have 
 his former interest revived. It may be that he has been pre- 
 vented from ordering when he intended to because some un- 
 expected demand has forced him to use the money he had set 
 aside for the purpose. The alert and progressive firm realizes 
 that all these reasons and many others may operate in a given 
 case to prevent an inquiry from turning into an order. To 
 nurse the case along, a series of follow up letters is sent at 
 well-timed intervals until all hope of an order has been lost. 
 Like the form or stock letter, the follow up letter is a cir- 
 cular letter, because it may be prepared carefully beforehand 
 and sent in all cases in which the conditions are the same. It 
 differs from the stock letter chiefly in the fact that special care 
 is necessary to send out the letters at the proper intervals. The 
 following very clever follow up letter was sent out by a tailor- 
 
 KAHN TAILORING COMPANY here's what you want to know : My 
 
 last clothes { Z" not I entirely satisfactory. I shall need new clothes about 
 
 . Please \ d d onot ] have your representative call on me 
 
 with samples as I {'&',', „ ,\ be able to come into the store to make selection. 
 
 Remarks 
 
CIRCULAR LETTERS 70 
 
 (printed letter head her i-:) 
 
 Dear Sir: 
 
 Congratulations, it is anniversary day I 
 Just a year ago, we had the pleasure of booking 
 an order for you. We hope the garments gave you 
 such fitting service and such a servicable fit 
 that our recalling the occasion to your mind 
 is pleasurable. However, we have a wee bit of 
 doubt in the matter, because so far you have not 
 placed your order with us for this season. 
 
 We are wondering if something in the 
 history of that order of a year ago has caused 
 you to willingly forget us. But we do not see 
 how that could happen, because ours has always 
 been a policy of making things right and we 
 are sure that if anything went wrong with your 
 last garments you would have told us so and have 
 given us an opportunity to make things right. 
 
 We hope, therefore, you simply delayed 
 ordering your new clothes and that we shall 
 have the pleasure of seeing you soon. 
 
 Our display of seasonable fabrics is 
 unusually broad, our organization was never 
 better equipped to serve you, and our desire 
 to continue making your clothes is so real that 
 we will show our appreciation for your early 
 order in a way that will speak for itself in 
 the clothes. 
 
 Sincerely yours, 
 
 A CLEVER mi.i.MU IT LETTER, I 3ED WITH CARD ON PRECEDING PAGE 
 
80 COMMERCIAL ENGLISH 
 
 ing firm, presumably to all past customers whose ledger 
 accounts showed that they had not ordered a suit of clothes for 
 one year and the whole point in the cleverness of the idea 
 depends upon sending the letter exactly one year from the date 
 of the last order. In order to get some definite expression 
 from the person who received the letter, the firm enclosed a 
 self-addressed, stamped postal card with a reply containing 
 two possibilities printed on it. This would make it necessary 
 only to take a pencil and cross out the alternative not intended. 
 It will be readily seen that it would add much to the power of 
 the follow up letter to get results. See page 78. 
 
 LETTERS OF ANNOUNCEMENT AND NOTIFICATION 
 
 Use in Business. Letters of announcement and notification, 
 another kind of circular letter, are used frequently in business 
 and for a variety of purposes. If a corporation is to have a 
 meeting of stockholders, a circular letter is sent to all such 
 persons, stating the time, place, and purpose of the meeting. 
 The dissolution of a partnership, a change in the organization 
 of a firm or corporation, or the change of a business location 
 is the occasion for a circular letter to all customers, an- 
 nouncing the facts. The subscription price of a magazine 
 is to be advanced from fifty cents a year to one dollar a year 
 in order that the size may be increased and new features 
 added. This will be accompanied by a rise of thirty per cent 
 in advertising rates. A letter of notification is sent to all sub- 
 scribers about the increase in the subscription price and an- 
 other to advertisers about the new advertising rates. 
 
 Requirements. The essential qualities of circular letters of 
 announcement and notification are clearness and exactness. 
 Each detail in the letter should be arranged in such a way that 
 it may be readily grasped and understood. Exactness should 
 be observed in the smallest matters; such as, dates, time and 
 place of meeting, etc. 
 
CIRCULAR LETTERS 81 
 
 Dear Sir* 
 
 The annual meeting of the Peoples' Cement and 
 Coal Company will be held on Thursday, July 22, at the 
 office of the Company, 805 Board of Trade Building, at 
 10 o'clock a.m. 
 
 At that time a report of the year's business 
 will be read and the question of establishing a north 
 side yard will be considered. 
 
 All stock-holders are expected to be present. 
 Very truly yours, 
 
 MODEL CIRCULAR LETTER OF NOTIFICATION" 
 
 Dear Sir: 
 
 Owing to the continued illness of Mr. James D. Hal- 
 liwell, who has been spending the past six months in Arizona, 
 for his health, there will be a change in the firm name from 
 Rockford, Harcourt & Halliwell to Rockford Brothers & Har- 
 court, Mr. F. L. Rockford having taken up the interest for- 
 merly held by Mr. Halliwell. 
 
 There will be no change in the general policy of 
 the business. 
 
 Very truly yours, 
 
 A BUSINESS AWOI'NCKMLVT 
 
82 COMMERCIAL ENGLISH 
 
 SALES LETTERS 
 
 The Problem. How many of these letters will be promptly 
 consigned to the waste-basket? How many of them will 
 materialize into orders? Could anything have been done to 
 make them more effective? Will the returns justify the ex- 
 penditure of time and money? These are some of the questions 
 that business men may well ask themselves every time they 
 send out a new lot of circular sales letters. Very clearly they 
 are questions that the high school student, with his lack of 
 maturity and business experience, cannot appreciate. Adver- 
 tising experts and masters of the art of correspondence have 
 spent a lifetime in learning a few of the secrets of writing 
 letters that "pull." An introduction to the subject must, 
 therefore, be very elementary. The very fact that effective 
 sales letters are, perhaps, the supreme test of the ability to 
 write a business letter makes it decidedly worth while for the 
 student to bring all the skill he has been able to acquire to bear 
 upon the problem. 
 
 Briefly stated, the problem is to write a circular letter that 
 will arrest the attention, present clearly the merits of the prop- 
 osition or the article to be sold, and induce the person to whom 
 the appeal is made, to buy. 
 
 The Prospective Customer. In preparing a circular sales 
 letter, the first thing to think of is the prospective customer. 
 How did you obtain his name ? If your list was taken from the 
 ledger, you are talking to persons who have already been your 
 customers and are prejudiced in your favor. They are already 
 interested in your firm and anything new you have to offer or 
 any special values you may have, will appeal, in most cases, 
 without any great effort. If you are writing to a brand new 
 list, collected from a wide variety of sources; such as, adver- 
 tisements, requests for samples, past inquiries, directories, etc., 
 you will be addressing a strange audience, prejudiced against 
 you, if for no other reason than that you .are a stranger. 
 
 The general character of your audience will demand your 
 
CIRCULAR LETTERS 83 
 
 serious consideration before you begin to write. The style and 
 fit and finish of a suit of clothes will appeal more to a city-bred 
 man than it will to a farmer, who thinks more of value," of the 
 quality of the cloth, and the durability of the garments. On 
 the other hand, if you are circularizing a victrola, you will not 
 want to use the language that would be effective in presenting 
 the merits of a washing machine. The environment, education, 
 and culture of the prospective customer should determine the 
 method and style of the circular sales letter. 
 
 The Appearance of the Letter. A clean, clear-cut, business- 
 like appearance has saved many a circular letter from the 
 waste-basket. Cheap stationery, poor printing, bad spelling, 
 and faulty grammar discredit the firm sending out the letter 
 as much as a salesman would if he were to call upon a pros- 
 pective customer with clothes unpressed and soiled, face 
 unshaven, and boorish manners. Too much attention, there- 
 fore, cannot be paid to all the little details that affect the gen- 
 eral appearance of the letter. It will cost more in the begin- 
 ii in?, but prove a much better investment in the end. 
 
 Securing Attention and Arousing Interest. In the actual 
 process of writing a circular sales letter, the first step is to 
 secure attention and arouse interest. The opening sentence 
 should catch the eye and draw the attention of the reader 
 rapidly into the contents of the letter. This may be accom- 
 plished by a catch line, such as is used in a clever newspaper 
 or magazine advertisement, or a phrase or sentence may be 
 framed from some topic that is of great interest at the time 
 the letter is being written. A letter sent out just after a 
 serious business depression opened with these two sentences: 
 "Good times follow hard times with unerring regularity and 
 certainty. This is in perfect accordance with the law of com- 
 pensation.' ' Sometimes an effective opening may be secured 
 by Jissuming that the prospective customer is sufficiently inter- 
 1 to give attention at once to what you have to say. One of 
 our Large monthly magazines sent out a circular letter to school 
 
84 COMMERCIAL ENGLISH 
 
 principals to induce them to have the magazine used in the 
 English classes. On the assumption that school principals are 
 always interested in improving the work of the class-room, the 
 letter began directly and forcefully with: "Your teachers 
 
 will find a wealth of authoritative material in the 
 
 as a live text book for teaching ENGLISH." Often a flash of 
 originality in thought or phrasing will be all that is needed to 
 catch the eye and arouse interest. Whatever device is used in 
 opening the letter, care must be exercised to create an interest 
 that goes deeper than mere passing curiosity and to carry this 
 interest from the introduction into the body of the letter. 
 
 The Proposition or the Thing to Be Advertised. The body 
 of the letter is devoted to the proposition or the thing to be 
 advertised. If it is a proposition, every step in the argument 
 should be made clear and plausible, so that the conclusion to 
 be drawn will be irresistible. If a firm is sending out circu- 
 lars to secure patronage from those who are expecting to have 
 their homes redecorated in the spring, their line of argument 
 may contain their experience, quality of materials, skill of 
 workmen, reasonableness of prices, and testimonials of pleased 
 patrons. These points should all be presented with due regard 
 to their logical sequence. 
 
 If the thing to be sold is a commodity or a manufactured 
 article, the following would be the "talking points": quality. 
 usefulness, desirability, convenience, durability, and inexpen- 
 siveness. Extravagant claims, exaggerations, and lavish 
 statements are less likely to establish conviction than the 
 "whole truth and nothing but the truth." 
 
 The Final Appeal or Inducement. After the attention and 
 interest have been aroused and the proposition or article to be 
 sold has been presented, the last and, in some ways, the most 
 important thing to be considered is the final appeal or induce- 
 ment. 
 
 The three divisions of the contents of the letter cor- 
 respond to its three natural divisions — the introduction, the 
 
CIRCULAR LETTERS 85 
 
 body, and the conclusion. The body of the letter is argu- 
 mentation. The conclusion is persuasion. The former appeals 
 to the reason or judgment, the latter, to the emotions. The one 
 is what we should think, the other, what we should do. Since 
 action and response is the whole purpose of the letter, the im- 
 portance of the conclusion will be seen at once. Various de- 
 vices are used to get action. Mild and good-natured im- 
 peratives are used frequently and with good effect, if proper 
 care is taken not to let the letter become commanding in tone. 
 A well written circular on advertising space in a certain maga- 
 zine closed with these paragraphs: 
 
 "No wonder they are smiling. You would, too, if your ad appeared 
 in the journal whose subscribers have money and want to buy stock. 
 
 "Get busy. Sign the enclosed contract and mail it, together with 
 copy for your ad. If you do it now, it will be in in time for the big 
 December issue." 
 
 An analysis of these closing sentences will show that they 
 contain three different points of appeal : 1, a reference to the 
 point of the argument in the body; 2, a reference to an en- 
 closed contract blank; and 3, a special inducement — the pos- 
 sibility that the copy may still be gotten in in time for the 
 "big December issue." 
 
 Besides the use of appeal through mild imperatives and the 
 clinching of the argument stated in the body, the conclusion 
 of the sales letter frequently contains a reference to an en- 
 closure, the use of which will make it easy for the recipient of 
 the letter to act on the proposition without inconvenience or 
 delay. Such enclosures may consist of contract blanks as in 
 the above illustration, order blanks, or self-addressed and 
 stamped cards containing a blank, printed form of request for 
 literature on the subject or samples of the commodity. The 
 essentials for the writer to have in mind are that the conclu- 
 sion should follow up and clinch the argument and lead the 
 reader, as easily as possible, to action. 
 
8G COMMERCIAL ENGLISH 
 
 (PRINTED LETTER HEAD HERE) 
 
 Dear Sir; 
 
 Friday and Saturday, December 26th and 27th, are 
 for you and all our other friends and regular customers, 
 the annual event - a sweeping reduction in the price of all 
 our fancy suits and winter overcoats. 
 
 Here are a few sample prices: 
 
 &35.00 grades $27.50 
 
 ^30.00 grades 23.50 
 
 f25. 00 grades 19.50 
 
 ^22.50 grades 17.50 
 
 .18.00 grades $14.35 
 
 15.00 grades 11.50 
 
 12.50 grades 9.50 
 
 10.00 grades 7.85 
 
 No newspaper announcement of this sale will be 
 made before January 1, so this gives you the opportunity 
 of coming in ahead of the ever increasing crowds that take 
 advantage of this great sale. 
 
 Unlike the usual custom, we make this reduction 
 on our entire stock. of fancy suits and winter overcoats, 
 including the famous ATTERBURY AND KUPPENHEIMER, at the 
 same uniform price reductions. This is a wonderful oppor- 
 tunity for you to purchase these clothes - the finest 
 ready-to-wear in America, at prices much less than ordi- 
 nary makes. 
 
 You get first choice. Don't fail to take advan- 
 tage. 
 
 Very truly yours, 
 
 I. MODEL SALES LETTER 
 
 (See explanation on page 91.) 
 
CIRCULAR LETTERS 87 
 
 (PRINTED LETTER HEAD here) 
 
 The SYRACUSE CHINA sample, mailed under separate 
 cover, deserves your careful consideration; 
 
 For it represents the 
 
 most durable Table China made in the World; 
 
 An AMERICAN PRODUCT made by AMERICAN POTTERS. 
 
 The Real Test of any article is ACTUAL SERVICE. 
 
 One Lady writes us: 
 
 "I can find nothing to compare with 
 Syracuse China for wear. The patterns 
 are as Beautiful as any foreign ware." 
 
 Another one has written: 
 
 "I have two sets; nothing like it for wear." 
 
 If you were to inspect our Decorating Depart- 
 ments you would understand the reason Syracuse 
 China Decorations are Original in design and 
 Beautifully finished. 
 
 It is because we have the most capable Artists 
 and Decorators that can be employed. All of the 
 known methods and process for Decorating China 
 are used in ornamenting this durable tableware. 
 
 Would it not be to your advantage to use the china 
 that resists chipping and breakage, as no other 
 tableware does? 
 
 Yours very truly, 
 
 II. MODEL 8ALES LETTER 
 (See explanation on page 91.) 
 
88 COMMERCIAL ENGLISH 
 
 (PRINTED LETTER HEAD here) 
 
 Gentlemen: 
 
 The danger of an exaggerated economy in choosing 
 paper for correspondence has prompted us to offer a word of 
 caution. 
 
 While undeniably, cheap bond papers have their 
 mission, notably in circular letter and printed letter work, 
 and we sell them in great quantities, yet their use for cor- 
 respondence paper is never advisable. 
 
 Cheap grades of paper are made entirely of sulphite 
 or wood pulp. While this gives body to a paper and permits 
 of a finish that will produce a "fair appearance, It does not 
 give lasting strength, nor does it permit of a coloring that 
 will prove lasting. Such paper is subject to atmospheric 
 conditions and becomes yellow, hard, and so brittle that it 
 breaks with little handling. You can readily see that paper 
 of that kind is not what you wish to be preserved in the files 
 of your customers. 
 
 On the other hand, it is not necessary to go to the 
 expensive grades of paper to secure one that will properly . 
 represent you. Bond papers that are made of the proper stock, 
 color, and finish and that will last, can be secured at a 
 medium price. Such papers are EXCHANGE BANK BOND and KENNEBEC 
 BOND, samples of which we enclose and ask that you test them 
 thoroughly. 
 
 More and more it is being realized that paper ex- 
 presses character and dignity, so you should consider well 
 before making too great a cut in the price of your stationery. 
 If you instruct your printer to furnish either of these papers 
 you cannot go amiss. 
 
 Very truly yours, 
 Enclosure. 
 
 III. MODEL SALES LETTER 
 (See explanation on page 91.) 
 
CIRCULAR LETTERS 89 
 
 (PRINTED LETTER HEAD here) 
 
 Dear Sir: 
 
 You like good fish - I take that for granted. 
 
 Then why not have for your hone table the 
 same kind of fish we folks here on the sea shore enjoy - 
 the kind with the real sea flavor right in it? 
 
 The fall catch of fat, juicy mackerel are here. 
 'Twould put your appetite on edge just to see these 
 splendid fish.. Our codfish are now at their best - thick, 
 white, and tender. 
 
 Let me send you some of these things on approv- 
 al by prepaid express. I guarantee safe delivery and " 
 your complete satisfaction. 
 
 Read my Fall Circular enclosed. See what a 
 variety of good things you can have. You've seen my ads 
 in the magazines - your neighbors and probably' some of 
 your friends buy from me right along. Undoubtedly you 
 have more than once decided to let us send you some of 
 our fish. This time do it. 
 
 Here is my offer. Tell me on the order blank 
 what to send you. Try the goods in your home. Then if 
 you don't decide they are every bit as good as you ex- 
 pected, return what you have left at my expense. Those 
 you have used in the test cost you nothing. 
 
 Why wait a moment longer? Write now. 
 
 Yours very truly, 
 
 Enclosure. 
 
 IV. MODEL SALES LETTER 
 
 (See explanation on page 91.) 
 
90 COMMERCIAL ENGLISH 
 
 DEAR MADAM: 
 
 Until your boy reaches manhood, one 
 of your chief worries is likely to be "keeping him 
 in clothes". 
 
 That worry cannot be entirely elimi- 
 nated, but it can be so greatly minimized as to cause 
 you but little concern. 
 
 This store has developed strictly 
 "boy proof" qualities in the boys' clothes it sells- 
 reinforced seams, carefully sewed on buttons, chosen, 
 durable fabrics. 
 
 This durability has not decreased 
 the beauty or style of the suits - they'll look well 
 on your boy and last a long time.. 
 
 Splendid suits $5.00 to $15.00. Over- 
 coats $4.00 to $15.00. 
 
 May we show you very soon? 
 Very truly yours, 
 
 V. MODEL SALES LETTER 
 
 (See explanation on page 91.) 
 
OIECULAK LETTERS 91 
 
 EXPLANATION OF MODEL LETTERS 
 
 The letters in the foregoing series illustrate the principles 
 of the sales letter stated in the preceding pages. All of these 
 letters were actually sent out by business houses and were 
 selected from a large number because they show how some of 
 the problems may be handled effectively: 
 
 Number I is a letter that was sent out by a clothing firm 
 to advertise a special reduction in prices. The opening para- 
 graph leads easily and directly to the special prices, which are 
 emphasized by the tabular arrangement. They are followed 
 by an appeal in the next two paragraphs that is intended to 
 lead from consideration to action. 
 
 Number II is a sales letter that was sent out with samples 
 to call attention to the merits of the goods. The talking points 
 are so arranged as to give them increasing force, one of the 
 best being saved for the last. It is effectively put in the form 
 of a direct question. 
 
 Number III makes a strong argument in favor of the prop- 
 osition announced in the opening paragraph — "exaggerated 
 economy in choosing paper for correspondence." The two 
 brands of paper that are advertised especially are brought 
 into the letter skilfully by making the entire discussion lead 
 up to them. The thought of the whole letter is reinforced 
 strongly by the final paragraph. 
 
 Number IV is an unusually good letter, because it has the 
 direct and intimate tone that is so difficult to get and is, 
 therefore, the best of the series here presented as an illustra- 
 tion of "salesmanship in print.' ' It catches the attention, 
 holds the interest, and makes a decidedly strong appeal for 
 action. The special offer, contained in the next to last para- 
 graph, adds greatly to the effectiveness of the letter. 
 
 Number V is a clever handling of what is an interesting 
 theme to those to whom the letter is addressed. The letter is 
 simple, honest in tone, and goes straight to the point without 
 
92 COMMERCIAL ENGLISH 
 
 a waste of words. The paragraphs relate closely to each 
 other, which fact makes the letter unusually readable because 
 of its continuity. 
 
 EXERCISES FOR WRITTEN PRACTICE 
 
 1. Prepare a form letter to accompany a college or university catalog. 
 Speak of the location of the school, courses offered, advantages to 
 
 the student, etc. 
 
 2. Write a form letter to accompany a booklet giving styles and prices 
 of victrolas. Emphasize their educational value, influence on the 
 
 home life, and the easy terms on which they may be bought. 
 
 3. The principal of your school frequently receives inquiries as to the 
 management of athletics in the school. Prepare a carefully 
 
 worded stock letter that might be sent out whenever such a letter of 
 inquiry is received. 
 
 4. Write a stock letter on the advantages of Chicago, Cleveland, 
 Detroit, or the city in which you live, as a place in which to locate 
 
 a factory. We will imagine that such a letter is being sent out by the 
 Commercial Club to a person who is interested. 
 
 5. Write a purely original stock letter that will cover a situation 
 that is different from those just given. 
 
 6. You are the manufacturer of a certain make of canoes. You have 
 an advertisement in several magazines. You frequently receive 
 
 letters of inquiry for more information than can be given in the small 
 advertisement You send the information, but, in a large percentage of 
 cases, hear nothing further from the persons asking for it Prepare a 
 follow up letter to be sent to these persons that will remind them 
 of the inquiry and place before them again the merits of the canoe. 
 
 7. Write a follow up letter to be sent to parents who have had an 
 illustrated pamphlet describing a boys' camp, but have not been 
 
 heard from. 
 
 8. Write a follow up letter to creditors who have received monthly 
 statements of account but have paid no attention to them. 
 
 Emphasize the courtesy of reciprocating the spirit of accommodation 
 in which credit is given and the necessity of the prompt settlement of 
 accounts if business is to be done on an efficiency basis. 
 
CIRCULAR LETTERS 93 
 
 !>. Write a follow up letter to be sent out by a publishing house to 
 citizens in a given city upon whom the company's canvassers have 
 called, without receiving orders. 
 
 10. Write a follow up letter that is to be the last appeal in a series of 
 three letters. Let the commodity concerned be a camera. 
 
 11. As secretary <»f a corporation, write a circular letter of notification 
 of the annual meeting, to be sent to all stockholders. Give time, 
 
 place, and purpose of the meeting. 
 
 12. Write a letter announcing a change in a copartnership, due to the 
 ill health of one of the partners. Have a gentleman who has been 
 
 ■ silent partner assume the interest of the retiring partner. Give the 
 change In the firm name. Assure all customers that they may expect 
 the broad and liberal policy of the firm to continue, and that no 
 changes will be made, except in the interests of greater efficiency. Close 
 the letter with an appreciation of past patronage and an appeal for in- 
 creaaed patronage in the future. 
 
 13. Write a letter of notification from a wholesale furniture house to 
 be sent to all firms on its ledgers, to contain the following informa- 
 tion: have adopted the price list enclosed; suggest its use when order- 
 ing; any quotation previous to January 1, 19 — , for enameled work 
 is hereby withdrawn ; are in a position to stain in any color or shade 
 desired, either from their own standard stains or from samples sub- 
 mitted by the customer; also furnish pieces unstained, to be stained to 
 match interiors or to suit the taste of the purchaser ; suitable close. 
 
 14. Write the letter of announcement of of 
 
 who has just opened offices in the Building as a Cer- 
 tified Public Accountant. It may contain the following: statement of 
 previous training and experience, kinds of service to be offered to the 
 public, references as to ability and business integrity. 
 
 15. Write a letter from the president of one of our smaller western 
 colleges announcing to the alumni that the Board of Trustees of 
 
 the college has voted in favor of erecting a $50,000 gymnasium, 
 $30,000 of which sum has already been pledged by the students, friends, 
 and faculty of the college. Make a strong appeal on the need of a gym- 
 nasium. Close with a reference to an enclosed pledge card and a state- 
 iiMiit <»f the time and to whom money is to be paid. 
 
94 COMMERCIAL ENGLISH 
 
 16. Write a sales letter to be sent to the high school teachers of 
 English, circularizing some classic that you have used in your own 
 
 high school course. If possible, make a careful examination of the book 
 before composing the letter. Points to be emphasized are: excellence 
 of the editing, quality of paper and binding, legibility of text, value at 
 the low price. 
 
 17. • Write a circular letter to be sent by a large tailoring establishment 
 
 to business men, to increase the sales of business and evening 
 clothes. 
 
 18. Write a circular letter from a Boston commission house to farmers 
 in Pennsylvania with the purpose of inducing them to ship to this 
 
 firm their live or dressed poultry, butter, and eggs. 
 
 19. Write a letter to be sent to housewives in one of the large cities, 
 presenting the merits of some modern household convenience; such 
 
 as, an electric iron, a kitchen cabinet, a vacuum cleaner, or an electric 
 washing machine. The article is for sale at a local agency. A dem- 
 onstration will gladly be given or a representative will call to give fur- 
 ther information. 
 
 20. Write a circular letter from a Realty Company that offers modern 
 homes, in attractive neighborhoods, on easy monthly payments. 
 
 21. Write a circular letter advertising special prices on oriental rugs 
 and carpets. They are now selling at half price. You have sold 
 
 more rugs during the first two days of your annual fall sale than ever 
 before, in spite of hard times. People are beginning to realize that you 
 save them from 25 to 50 per cent. Expert rug buyers know that you 
 collect personally in Persia and have been buying heavily. Every rug 
 in stock is a genuine Oriental. More than 1,000 to select from. Prices 
 run from $5 to $1,500. Everything marked in plain figures. The fol- 
 lowing are samples of values : 
 
 Rugs. Size. Regular. Special. 
 
 Mir Saraband .. 14x7 $225.00 $112.50 
 
 Yardooz 6.9x4.10 65.00 32.50 
 
 Kirmansha 6x4.4 120.00 60.00 
 
 Shahabs 6.7x2.7 30.00 15.00 
 
 Camel Hair Hall Runner.l4.2x3.6 80.00 40.00 
 
 Mashad Carpet 10x13 360.00 180.00 
 
 Iran, small design 9x12 • 350.00 175.00 
 
 Coobah. very rare 6.2x4.3 60.00 30.00 
 
CHAPTER VII 
 
 LETTERS OF APPLICATION 
 
 Importance. The letter of application may well be consid- 
 ered the most important letter that the student is called upon 
 to write. Indeed, it is so important that he may profitably 
 give years to mastering it. Its importance arises from the fact 
 that a good letter may mean the opening up of an opportunity 
 for a business career, while a bad letter would have the 
 opposite effect of closing the door of opportunity. Perhaps 
 the importance of this type of letter will be better realized if 
 reference is made to an instance or two of failures that might 
 have been avoided. 
 
 Illustrations. In the office of the superintendent of schools 
 of a certain city in the Middle "West there was, at one time, a 
 good-sized filing cabinet that was used to preserve the letters 
 of application of unsuccessful candidates for teaching posi- 
 tions. These were the letters of men and women who had been 
 graduated from the best colleges and universities in the land, 
 yet bad grammar, bad spelling, ignorance of form, etc., had 
 doomed their letters to the discard and had deprived them of 
 the opportunity that should have been theirs. 
 
 Again, a certain young man, who had been graduated from 
 an eastern college, heard of a vacancy in the faculty of another 
 college and became interested in the position. He decided to 
 apply at once, hastily wrote a letter of application, and dis- 
 patched it forthwith, without taking time to look it over to 
 •t his can-less mistakes. In the meantime, he waited 
 anxiously for tin- letter that he hoped would give a favorable 
 reply. In due time, he received a letter that he thought was 
 
 95 
 
96 COMMERCIAL ENGLISH 
 
 an answer to his letter of application, but, on opening it, he 
 found it to be nothing more nor less than his own letter, re- 
 turned with all the mistakes marked in red ink, like a school 
 boy's composition. Fortunately, he was able to profit by his 
 experience, but it was exceedingly bitter and hard to forget. 
 
 In instances like the foregoing, it is clear that the fault 
 was not so much ignorance as carelessness. The student will 
 see that the mastery of this most important form of letter 
 will require not only the acquisition of much information of 
 which he is almost entirely ignorant, but also the utmost atten- 
 tion to all the little details that constitute the alphabet that 
 spells victory or defeat. Before taking up the larger questions 
 of form and content, we shall state briefly some of the more 
 important details. 
 
 Stationery. One of the first of the many details that should 
 demand attention in the writing of a business letter of any 
 kind, is stationery. While no hard and fast rules can be laid 
 down, the following injunctions may be stated imperatively: 
 Use large, plain, white, unruled sheets of paper of good quality. 
 Let it be of standard size, if possible — 8V2XII. Such paper 
 may easily be obtained from any stationery store, in the form 
 of tablets, or typewriter paper. Use envelopes to fit. Secure 
 enough paper and envelopes to allow for spoilage. Write only 
 on one side of the paper. 
 
 Penmanship. Some letters of application must be entirely 
 in the applicant's own handwriting. The penmanship should 
 be easy and natural — a plain, bold, rather large hand and one 
 that is legible. 
 
 Typewriter. If nothing is said about the writer's use of 
 his own handwriting, it is customary to write letters of appli- 
 cation on the typewriter, with the exception of the signature. 
 If the writer is not able to do high-class work on the type- 
 writer, it will pay him to have the letter written by someone 
 who knows how. This will avoid the two common faults of 
 "amateur" typewriting — erasures and misspelled words. 
 
LETTERS OP APPLICATION 97 
 
 Spelling. Before mailing a letter of application, the writer 
 should go over it carefully with a dictionary and look up every 
 word the spelling of which is the least doubtful or suspicious. 
 Three, two, even one misspelled word may cause the letter to 
 be dismissed without any consideration, especially if there are 
 a number of applicants and the competition is keen. 
 
 Grammar. In a letter of application, grammatical errors 
 are even more objectionable than misspelled words and should 
 be studiously avoided. Closely akin to bad grammar is the 
 roundabout, indirect style of expression that seeks to avoid 
 committing one's self on a doubtful point. 
 
 Punctuation. While punctuation is, no doubt, of less im- 
 portance than grammar and spelling, it is an indication of the 
 writer's knowledge of the finer points of business composition 
 and, therefore, deserves attention. 
 
 Neatness. The letter of application should be absolutely 
 free from ink blots and erasures, finger marks, and soil of any 
 kind. 
 
 Why Applicants Are Judged by Their Letters. On first 
 thought, it may not seem entirely fair that business men should 
 judge the fitness of an applicant by a single letter. As a rule, 
 the successful applicant is not successful because of his letter 
 alone, but, in many cases, it is a most important factor in ad- 
 mitting him to final consideration. When a business man has 
 before him a number of letters of application for a certain 
 position, he almost invariably eliminates those that show signs 
 of carelessness in the details just emphasized. He does this on 
 the ground that if the applicant has taken the situation 
 seriously he has done his best and that carelessness at such 
 tiriM-s might be indicative of still greater carelessness under 
 circumstances of less moment. Similarly, the applicant who 
 uses illegible handwriting in his letter of application is not 
 likely to use legible handwriting in his books any more than 
 the man who eats peas with his knife when company is present 
 is likely to use better table manners when company is not pres- 
 
98 COMMERCIAL ENGLISH 
 
 ent. And, after all, there is an element of fairness in this, for 
 the applicant has really submitted his case to the jury and has 
 offered his letter as a sample of the best he is able to do. 
 
 Response to an Advertisement. One of the most common 
 ways of hearing of a business position is through a newspaper 
 advertisement. This requires what is commonly called an 
 "impersonal" letter of application, that is, one addressed to a 
 certain box or number rather than to the person who is offer- 
 ing the position. In answering such an advertisement, the ap- 
 plicant should address the letter exactly as directed, and 
 should give the information required, in the same order as 
 suggested by the advertisement. The details commonly called 
 for are age, experience, preparation, whether married or 
 single, salary expected, and references. 
 
 Enclosing Testimonials. Present usage is opposed to the 
 enclosing of letters of recommendation in a letter of applica- 
 tion, especially if the position is one of importance and respon- 
 sibility that would require knowledge about the applicant of a 
 more or less confidential nature. In such cases it is much bet- 
 ter to state the references and let the person offering the posi- 
 tion write to them for information. See the chapter on letters 
 of information, page 40. 
 
 General letters of recommendation are more frequently en- 
 closed. See chapter on same, page 107. The common practice 
 is to send a typewritten copy rather than the original. In such 
 cases, the word "copy" is written at the top. The signature 
 is also written on the typewriter, and the word "signed" 
 placed immediately before it. See page 108. 
 
 Stamp for Reply. As the matter of business is of mutual 
 interest, it is not necessary to enclose a stamp for reply. 
 
 Interview. Many letters of application are preliminary to 
 an interview, which is granted to one or more of the most 
 promising applicants. If the applicant lives in another city, 
 he may be granted an interview in the .city in which the one 
 offering the position lives, with his expenses paid, or, if it is 
 
LETTERS OF APPLICATION 99 
 
 more convenient to the parties concerned, an interview may 
 be arranged in a city that is midway between them. The 
 object of the interview is to enable the offeree to meet the ap- 
 plicant face to face and judge of his personality. The conver- 
 sation usually pertains to the nature and requirements of 
 the work and the question of salary. In general, the fact that 
 the applicant has been granted an interview is a sign that he 
 is being favorably considered; indeed, many men regard an 
 interview almost as an assurance that they will be chosen for 
 the position. 
 
 Form of a Letter of Application. The form of a letter of 
 application is the same as that of any other business letter. 
 Care should be exercised, however, to use a form that is not 
 extreme, in order to avoid prejudice on the part of the recipient 
 of the letter. 
 
 Method and Structure. The method and structure of the 
 letter are determined by the details that are required by the 
 nature of the position or the advertisement in which it is an- 
 nounced. In general, each topic is put in a separate paragraph, 
 except where two topics are closely related; as, age and 
 experience. 
 
 Series of Letters. The offering of a position and the secur- 
 ing of a suitable employee frequently requires a series of let- 
 ters, extending from the first information of the vacancy to the 
 letter of notification to the successful applicant. The follow- 
 ing series of letters is outlined to illustrate the steps in the 
 process : 
 
 A SERIES OF LETTERS INVOLVING APPLICATION 
 
 1. Letter giving information of vacancy. Mr , 
 
 Principal of the High School, is looking for a man 
 
 teacher for the mathematics department. The position will 
 pay $1,500, as a teaching place alone, and there is a possibility 
 that if the applicant proves worthy, he may have an oppor- 
 tunity to be considered for the position of head of the depart- 
 
100 COMMERCIAL ENGLISH 
 
 meat. The superintendent learns from a friend that Mr. J. C. 
 
 , teacher of mathematics in the High 
 
 school of is fitted for the position. He writes a 
 
 letter to Mr. J. C , and, after describing the posi- 
 tion in detail, requests him to send a brief statement of his 
 education. 
 
 2. Letter of acknowledgment and preliminary sketch. The 
 applicant writes a* courteous letter of acknowledgment and 
 gives a brief sketch of his education. 
 
 3. Letter requesting formal letter of application. The 
 principal of the high school is very much interested in the ap- 
 plicant's sketch of his education and requests him to send a 
 formal letter of application to the superintendent of schools, 
 enclosing photograph and references or copies of testimonials. 
 
 4. Acknowledgment of letter of application. The super- 
 intendent of schools acknowledges receipt of the letter of ap- 
 plication and assures the applicant that it will receive due con- 
 sideration. He also says that a statement of the action taken 
 on the application will be sent as soon as possible. 
 
 5. Notice of favorable action on the application and re- 
 quest for interview. On writing to the references given by 
 the applicant in his letter, the superintendent is so favorably 
 impressed that he writes the applicant to this effect and says 
 that he desires to arrange an interview either in his own city 
 or some midway point. 
 
 6. Letters between the superintendent and the applicant 
 arranging an interview. 
 
 7. A letter to the applicant, following the interview, 
 notifying him of his appointment and stating when he shall 
 report for duty. 
 
LETTERS OF APPLICATION l()t 
 
 A SERIES OF MODEL LETTERS GROWING OUT OF A NEWSPAPER 
 
 ADVERTISEMENT 
 
 WANTED — Boy — high school graduate — by one of the oldest 
 banking institutions in this city. Fair salary to start with; 
 excellent opportunity to learn the banking business and se- 
 cure advancement. Apply in own handwriting. State age, 
 experience, if any, present employment and education. Give 
 at least two references. Address X 22, Gazette. 
 
 1435 Bever Avenue, 
 Cedar Rapids, Iowa., July 20, 19 — , 
 
 X 22, Gazette, 
 City. 
 
 Gentlemen: 
 
 In reply to your advertisement, in yesterday's 
 Gazette, for a high school graduate to learn the hanking 
 business, I wish to submit my application. 
 
 I am 20 years of age and have had three years ex- 
 perience with the Martin Dry Goods Company, of this city, as 
 a salesman in the carpet department. 
 
 At present, I am receiving a salary of $15 per 
 week and am satisfied with my work, except that I have been 
 looking, for some time, for an opportunity to learn the bank- 
 ing business, in which I am very much interested. 
 
 I was graduated from the Washington High School, of 
 this city, in June 19 — and ranked third in a class of sixty- 
 five. I took the regular commercial course, a copy of which 
 I enclose. I also had a six months course in the Cedar 
 Rapids Business College in banking, shorthand, and rapid 
 calculation. 
 
 As references I give the following: 
 
 John H. Rawls, Manager Carpet Dept., Martin Dry Goods Co., 
 Abbie S. Abbott, Principal Washington High School, 
 Inez Hibbard, Teacher Commercial Dept., same. 
 
 I trust that my application will receive favorable 
 consideration. 
 
 Very truly yours, 
 
 Enclosure. 
 
 I. A MODEL LETTER OF APPLICATION 
 
102, COMMERCIAL ENGLISH 
 
 EXERCISES FOR WRITTEN AND ORAL PRACTICE 
 
 1. Prepare a newspaper advertisement of a position that might be 
 open to a high school graduate — boy or girl — requiring the usual 
 
 details of the applicant, including references. 
 
 2. Write a formal letter of application for same, you yourself being 
 the applicant for the position. 
 
 3. Dictate a favorable reply from one of the references. See page 44. 
 
 4. Dictate an incomplete but favorable reply from one of the ref- 
 erences. See page 45. 
 
 5. Dictate an unfavorable reply from one of the references. See 
 page 45. 
 
 My dear Miss Abbott: 
 
 We have just received,* in response to an adver- 
 tisement in the Gazette, a letter of application from 
 Elmer F. Clayton, who says that he graduated from the 
 Washington High School in June 19 — and has given your name 
 as reference. 
 
 Please state, in confidence, your impression of 
 him while a student in your school and, especially, your 
 opinion of his ability and fitness to learn the banking 
 business. 
 
 Respectfully yours, 
 
 Pres. 
 
 II. LETTER TO REFERENCE, REQUESTING INFORMATION 
 
LETTERS OF APPLICATION 103 
 
 6. Write suitable letters of application to the following newspaper 
 advertisements : 
 
 WANTED — Railroad freight department stenographer and clerk; 
 young man wanted; $55 to start; state age, experience and training. 
 Address Box 275 K, Sentinel. 
 
 WANTED — Stenographer and general office clerk; young man of 
 good habits; state age, experience, training, and salary expected to 
 start on. 
 
 7. A young man of good health and habits and good education has had 
 ten years' experience in one bank. At present he is employed as a 
 
 paying teller, but desires to change location and serve in another 
 
 My dear Sir: 
 
 In reply to your letter of the 23d inst., I take 
 pleasure in testifying to the ability and the high moral 
 character of Elmer F. Clayton, who graduated in the class of 
 June, 19--. Mr. Clayton ranked third in a class of 65 and 
 did considerable work outside of school. Besides ranking so 
 high in his class, he was always .popular with his teachers 
 and classmates. Because of his prominence in school activ- 
 ities and his popularity among the students, I had a good 
 opportunity to observe him. He always- impressed me as 
 being a clean, straight-forward kind of boy with more than 
 average ability. I believe that he has many qualities that 
 would fit him for learning the banking business and I take 
 pleasure in recommending him to your favorable consideration, 
 
 Respectfully yours, 
 
 Principal 
 III. LETTER FROM REFERENCE, GIVING INFORMATION 
 
104 COMMEECIAL ENGLISH 
 
 Dear Sir: 
 
 We are pleased to inform you that you are being 
 considered favorably for the position in our bank for which 
 you applied on the 20th. 
 
 We wish to compliment you on the fine Quality of 
 your letter of" application and to state that we were favor- 
 ably impressed with replies received from your references. 
 
 Please arrange to meet me for an interview at the 
 bank on Saturday, July 30th, at 2:30 p. m. 
 Very truly yours, 
 
 President, 
 IV. LETTER TO APPLICANT, REQUESTING INTERVIEW 
 
 My dear Sir: 
 
 I am pleased to notify you that you have been ap- 
 pointed to the position in our bank for which you have b- 
 an applicant, in accordance with the terms we agreed upon in 
 our interview of last Saturday; namely, $85 per month, with 
 opportunity for advancement. 
 
 Please report for duty en Monday, August 10, at 
 8:30 a. m. 
 
 I congratulate you on your success in making applica- 
 tion and trust that you will enjoy your new work. 
 
 Very truly yours, 
 
 V. TO APPLICANT — NOTICE OF APPOINTMENT 
 
LETTERS OF APPLICATION 105 
 
 capacity. He can furnish the best of references. Embody all these de- 
 tails in a well-worded "Situations Wanted" ad, to be inserted in a daily 
 paper in your city. Be sure that everything is clear and omit all un- 
 necessary words. Use Box 399, 
 
 8. Mr , Agent of the Express Com- 
 pany of , a nearby city, reads the above advertise- 
 ment and is interested. He is looking for a man to take care of the 
 money order department and do some general bookkeeping. The place 
 will pay $80 per month to start with, with a prospect of a permanent 
 position and good salary for the right man. Embody these facts in a 
 letter to the writer of the advertisement, requesting him to submit his 
 application, with references. Sign the letter, as agent of the company. 
 
 9. Write a letter to an applicant for a position you have advertised 
 in a newspaper, requesting an interview and stating the time and 
 
 place. The lobby of a hotel is often used for this purpose. 
 
 10. Write a letter to the person interviewed, in which you state that 
 you have been favorably impressed with his fitness for the place 
 
 and that you take pleasure in offering it to him at a salary of $100 per 
 month to start on, as per your discussion with him in the interview. 
 Urge him, in a dignified way, to accept the position. 
 
 11. Write the letter of acceptance of the successful applicant. Re 
 quest instructions as to time to report. 
 
CHAPTER VIII 
 
 LETTERS OF RECOMMENDATION 
 
 Use in Business. Letters of recommendation are used pri- 
 marily by applicants for positions as evidence of their fitness. 
 
 Personal and General. There are two kinds of letters of 
 application — personal and general. Personal letters of appli- 
 cation are addressed directly to the one who is to read them. 
 General letters of recommendation are addressed to anyone 
 who may be interested in what is said about the person recom- 
 mended, either now or at some future time, or, in other words, 
 "To Whom It May Concern." The personal form is given to 
 the person who intends to use it in connection with his applica- 
 tion for a definite position. It may be written at his request 
 or at the request of the person who is offering the position, the 
 applicant having given the name of the writer of the letter of 
 recommendation as a reference. The general letter is written 
 when the person recommended desires it to use in connection 
 with his application for a position at some future time. For 
 instance, a young man is about to graduate from the univer- 
 sity. He expects to apply for a position as a commercial 
 chemist during the following summer. He has been doing 
 good work in the class of a certain professor and knows that 
 his recommendation will be of great assistance in getting a 
 position. He goes to the professor and gets the letter which 
 we have used as our model. See page 107. The general form 
 of recommendation only is considered in this chapter, as the 
 personal form is the same as a letter of inquiry as to a per- 
 son's ability or character, which type has already been treated 
 in a previous chapter. See page 40. 
 
 What Should Be Said. If a letter of recommendation is to 
 
 106 
 
LETTERS OF RECOMMENDATION 107 
 
 be of real value to the one who receives it, it must be free from 
 commonplace phrases that are so general that they might be 
 applied to any number of persons. It should state fully and 
 truthfully the merits of the person recommended and avoid 
 even the slightest suggestion of ' ' gush. ' ' The writer of a gen- 
 eral letter of recommendation is usually at a disadvantage, 
 because he does not know exactly what position the person he 
 is writing about is going to apply for. Whenever it is pos- 
 sible, therefore, he should learn this important fact, so that 
 he may know what qualities to emphasize in his letter. 
 
 To Whom It May Concern: 
 
 This is to certify that Mr. James Henry Davis 
 has been a member of my Advanced Applied Chemistry class 
 during the present school year. He received a final grade 
 of "A", which is given only for work of the highest excel- 
 lence. Mr. Davis has always shown great interest in this 
 subject and has not only done all the required work with 
 distinction but has also performed many entirely volunteer 
 experiments. ■ In the laboratory, Mr. Davis has always been 
 neat and painstaking in details and has shown a scholarly 
 interest in securing accurate results. It gives me pleasure 
 to recommend him to anyone who may require his services as 
 a practical chemist, as I feel confident that he is prepar- 
 ed to give satisfactory service. 
 
 ( SIGNATURE ) 
 
 (University of Wisconsin,) 
 
 (June 20, . ) 
 
 I LETTER OF RECOMMENDATION — GENERAL FORM 
 
108 COMMERCIAL ENGLISH 
 
 Use of a Copy of the Original. Usually it is necessary for 
 the person who has asked for a letter of recommendation to 
 use it a number of times before he secures a position. In such 
 a case, he should enclose with his application a duplicate of 
 the original letter rather than the original, so that he may 
 keep it for use at some future time. If a duplicate is sent, it 
 should be typewritten. The word "duplicate" or "copy" 
 should be written above the letter and the word "signed" 
 should be written in front of the name, in parenthesis, thus: 
 (Signed) George H 
 
 EXERCISES FOR ORAL AND WRITTEN PRACTICE 
 
 1. Write a letter recommending Howard J. Shaw, a paper-hanger who 
 has been in your employ for the past eight years ; a member of the 
 
 local paper-hangers' union ; an expert decorator ; always gives the high- 
 est satisfaction on every job on which he works and has been called for 
 again so many times that he has made many regular customers for you ; 
 is an expert in every detail of the paper-hanging business and would 
 be capable of managing a gang of men ; reason for leaving you is neces- 
 sity of going West for his health. 
 
 2. You are discontinuing the draperies department of your home dec- 
 orating business in order that you may devote all your time and 
 
 attention to the other departments. This will throw out of a position 
 your clerk, Mr. Harry K. Troops, who has conducted this department 
 successfully for the past five years. He has taken excellent care of 
 your interests, has been courteous to customers, has shown good judg- 
 ment in buying, and has made many friends for you. Write or dictate 
 a strong letter of recommendation. 
 
 3. One of your traveling salesmen has just informed you that unless 
 you can give him an increase of $25 per month in salary he will be 
 
 forced to accept the offer of another firm, as his present salary is not 
 snllicient to meet the needs of his family. He has been with you for 
 seven years and you dislike very much to lose his services, but you do 
 not feel that you can afford to make the increase and will, therefore, 
 be compelled to let him go. Write or dictate a letter of recommenda- 
 tion that will commend in this man the qualities that are found in a 
 first-class salesman. 
 
USTTSBfi Of i;i:t o mm i:\d.\tion 109 
 
 I. You will graduate from your high school the of June, 
 
 After graduation, you expect to apply for a position as clerk in a 
 railroad office. You are doing very strong work in commercial English 
 and expect to receive the highest mark. Write or dictate a general 
 letter of recommendation from your teacher that will contain mention 
 of the qualities that would he found in the hest type of student in a 
 course .>f this kind. 
 
 .".. Y<»u Inserted a want ad in yesterday's paper for a man. without a 
 family, to take care of your lawn and do general chores about the 
 boose, You received nearly twenty replies. Among the best was a 
 letter from a Swiss named John Wachek. It contained a letter of rec- 
 ommendation from a prominent eiti/.en. with whom you are well ac- 
 quainted, who is about to take an extensive trip to South America. John 
 has been with him for three years; is very successful with poultry; 
 knows how to -row a tine vegetable and flower garden; is handy with 
 tools, etc. Prepare a suitable letter. 
 
 • ;. Prepare a letter from the superintendent of schools of another city 
 or town in your state, recommending a young man to teach English 
 in your school. 
 
 7. Recommend a boy in your class to the manager of the classified 
 department of the daily newspaper in your city. He is to begin 
 
 by taking want ads over the counter and will have opportunity to work 
 Dp to the position of solicitor. Note that this is to be written or dic- 
 tated in i>ersonal rather than general form. Some qualifications that 
 migbl be included are good appearance, ease of manner, ability to talk 
 well, quickness at figures, and a knowledge of elementary advertising, 
 as taught in this course. 
 
 8. Recommend, "to whom it may concern," bill clerk; fast, accurate, 
 able to operate adding machine and t ypewri ter, exi>erience in rail- 
 road office, etc 
 
 ff wild CLERK FOB LARGE MACHINE SHOP AND SHEET 
 METAL DEPARTMENT; mist BE GOOD WRITER AND 
 <d n k l\ FIGURES. ADDRESS BOX 1.°»22, NEWS. Prepare a gen- 
 eral letter of recommendation for an experienced man who would make 
 
 a like!] applicant for tins position, 
 
 in. Reco mm end a jroung iroman ai iuitaWe for the position of sales- 
 woman in tin- millinery department of a large depa r tment store. 
 
CHAPTER IX 
 
 LETTERS OF INTRODUCTION 
 
 Use. A letter of introduction is given by the writer to a 
 friend or acquaintance to introduce him to a third person. 
 
 Illustration of Use. A's friend, B, learns that A lias a 
 friend, C, who is living in Chicago and is in the baking busi- 
 ness. B is about to go to Chicago to make an extensive pur- 
 chase of baking machinery and it might be a decided advan- 
 tage to him to meet A's friend C. Accordingly, A gives B a 
 letter of introduction to C. 
 
 Limitation of Use. In actual use in real life, the following 
 rules for letters of introduction should be observed carefully: 
 
 1. Do not give a letter of introduction unless you are well ac- 
 quainted with the persons to be introduced. 
 
 2. Do not give a letter unless you are certain that these persons 
 have a ground of common interest. 
 
 3. Do not give a letter unless the persons are likely to find it 
 pleasant and agreeable to meet each other. 
 
 Two Forms Used. There are two forms of the letter of in- 
 troduction — business and social. The business form is used 
 when the two persons are introduced for business purposes, 
 and the social form when they are introduced for social 
 purposes. 
 
 Presenting a Letter of Introduction. Under most circum- 
 stances, a business letter of introduction is presented person- 
 ally. A social letter may be so presented, or it may be sent by 
 mail, or by a messenger. If it is presented personally, the 
 bearer should be especially careful not to present it when the 
 
 110 
 
LETTERS OF INTRODUCTION 111 
 
 person to whom it is addressed is busy or would be annoyed. 
 This is due to the writer of the letter as an evidence of appre- 
 ciation of the favor he has conferred upon the bearer. 
 
 Method. There are usually two parts to a letter of intro- 
 duction, which are written as separate paragraphs. The first 
 part contains a general statement of the act of introducing the 
 two parties; the second part contains a general recommenda- 
 tion of the character of the person introduced. 
 
 612 I^ee St. , 
 Rockford, 111., August 27, 19-- 
 
 Mr. Harold K. Williams, 
 
 16 E. Jackson Blvd., 
 
 Chicago, 111. 
 
 Dear Sir: 
 
 This will introduce to you my friend, Mr. Jo- 
 seph Campbell, of this city, who is visiting Chicago to 
 purchase machinery for his new baking establishment in 
 Madison, Wisconsin. 
 
 He is a young man of excellent business abil- 
 ity and stands very high among the business men of this 
 city. 
 
 He will appreciate any assistance you may be 
 able to give him and it will be considered a personal 
 favor by me. 
 
 Very truly yours, 
 
 MODEL LETTER OF IN PRODUCTION— RUSINESS FORM 
 
112 COMMERCIAL ENGLISH 
 
 Form. The business letter of introduction takes the regu- 
 lar form of a business letter. See page 111. The social letter 
 of introduction takes a special form that is known as the 
 " military" or "semi-social" form. The social letter is not 
 purely social in form, because the act of introduction is al- 
 
 612 Lee St., 
 Rockford, 111., Aug. 27, 19- 
 
 My dear Mr. Williams: 
 
 This will introduce to you my friend, 
 Mr. Joseph Campbell, of this city, who is visiting Chicago 
 on his two weeks vacation. Like yourself, he is very much 
 interested in amateur photography and is anxious to get 
 some good pictures, especially of the parks and other beau- 
 tiful spots. 
 
 He is a young man of broad culture and clean 
 habits and I think you will find him, as I have, an ideal 
 companion for a stroll. 
 
 Any attention you may be able to show him will 
 
 be considered a personal favor by me. 
 
 Very truly yours, 
 
 or 
 
 Yours sincerely, 
 
 or 
 
 Cordially yours, 
 
 Mr. Harold K. Williams, 
 
 16 E. Jackson Blvd., 
 Chicago, 111. 
 
 MODEL LETTER OF INTRODUCTION — SOCIAL FORM 
 
LETTERS OF INTRODUCTION 113 
 
 ways more or less formal. The semi-social form is so called 
 because it is partly like the business letter and partly like the 
 social letter. 
 
 The Superscription. The envelope containing the letter of 
 introduction is addressed the same as any business-size en- 
 velope, except that the whole address is placed one line higher, 
 
 so as to permit the words ' ' Introducing Mr " to be 
 
 inserted in the lower left hand corner. If social size station- 
 ery is used in writing the social form, which is less common 
 than business size, the envelope will not be so wide, so that it 
 may be necessary to place the address two lines higher to 
 divide the words in the lower left hand corner by putting 
 
 "Introducing" on one line and "Mr "on the 
 
 next. 
 
 
 
 Mr. 
 
 Harold K. 
 
 Williams, 
 
 
 
 
 
 
 
 16 E„ 
 
 Jac 
 
 kson Blvd., 
 Chicago, 
 
 111. 
 
 Introducing 
 
 Mr. 
 
 Joseph Campbell. 
 
 
 
 
 
 ICODEE SUPERSCRIPTION TO ACCOMPANY A LETTER OF 
 INTRODUCTION, BUSINESS FORM 
 
 How to Determine the Form to Use. It is an easy matter 
 to determine whether to use the business or social form by 
 keeping always in mind the purpose of the introduction rather 
 than the relation of the first two parties. 
 
114 COMMERCIAL ENGLISH 
 
 Acknowledgment of a Letter of Introduction. While it is 
 not absolutely necessary, it is B matter of courtesy to acknowl- 
 edge a letter of introduction. This is especially true of a 
 social letter of introduction. The following is the letter of 
 acknowledgment that might be sent after having received the 
 letter given on page 112 : 
 
 My dear Mr. Harcourt: 
 
 I received your letter of August 27, introduc- 
 ing Mr. Joseph Campbell and wish to thank you for giving 
 me the opportunity of meeting such a fine fellow. 
 
 Y/e spent a very pleasant afternoon together in 
 the Chicago parks and I think Mr. Campbell got some good 
 pictures. He will send both of us some, when he gets them 
 finished. 
 
 Cordially yours, 
 
 ACKNOWLEDGMENT OF A LETTER OF INTRODUCTION 
 
 Special Note on the Semi-Social Form of Letter. While the semi- 
 social form of letter is used in this chapter for the first time, it may be 
 suited to a number of different occasions. Frequently it is used in place 
 of the more formal business letter by persons who are well acquainted, 
 or good friends, in their regular business correspondence. It is rarely 
 used, however, by a business firm in correspondence with customers, 
 however well the persons in correspondence may be acquainted. It 
 should be noted carefully at this time that the purely social form of 
 letter should not be used in writing about matters of business. Some 
 business men, who are very precise in their use of proper forms, use 
 the semi-social form of business letter in writing to the applicant for a 
 position after having met him in an interview. This use of the semi 
 social form becomes then a means of acknowledgment of the closer per- 
 sonal relation that has been established by the interview. Still an- 
 other use is in writing to a relative on business matters, in which case 
 the purely social letter would be too informal for the purpose and the 
 regular business form would be too formal. 
 
LETTERS OF INTRODUCTION 115 
 
 EXERCISES FOR ORAL AND WRITTEN PRACTICE 
 
 1. Writing from 540 Western Avenue, Decatur, 111., introduce your 
 friend, Mr. Morris Jaffe, a promising young lawyer of that city, to 
 
 Mr. Donald Snyder of the firm of Snyder & Eastman of 1502 East Broad- 
 \\ ay. Mattoon, 111. Mr. Jaffe is going to Mattoon to collect some evi- 
 dence on a case to be tried in the Decatur court. You feel that it will 
 be greatly to his advantage to meet Mr. Snyder. You consider Mr. 
 Jaffe a young man of excellent business qualifications and worthy of 
 Mr. Snyder's confidence. Use the proper form and close with the usual 
 I'h rasing. 
 
 2. Your friend, Mr. John H. Pope of 227 Michigan Street, Lansing, 
 Mich., is about to leave for Pasadena, Cal., to spend the winter for 
 
 his health. He is a man of fine education and interesting personality 
 and is a most enthusiastic chess player. Give him a letter of introduc- 
 tion to Albert J. Rabb, an old college chum of yours, who, you remem- 
 ber, was a great chess player in college and is now permanently located 
 in Pasadena. 
 
 3. The principal of the high school of a certain town knows that the 
 principal of the high school in a neighboring town is looking for a 
 
 strong, progressive, young man, with at least three years teaching ex- 
 perience, for the position of head of the commercial department. The 
 first party learns at a state teachers' convention that a friend of his, 
 who is teaching in a nearby town, is looking for just such a position. 
 II onsiders this man competent for the place. Write or dictate his 
 letter to his friend, informing him of the opportunity, advising him to 
 call upon the principal of the school, and offering to write for him a 
 letter of introduction to the principal of the school. 
 
 4. The young man who is looking for the opportunity writes a letter 
 to his Mend, the high school principal, thanking him very cordially 
 
 for calling his attention to the opening, stating that he will go to 
 
 to call upon the principal who has the position to offer, 
 
 and requesting that the letter of introduction be sent so as to reach him 
 not later than Friday morning, as he expects to make the call on Satur- 
 day morning. Write or dictate this letter. 
 
 5. Prepare the letter of introduction, giving the young man such rec- 
 ommendation for training, ability, experience, and moral character 
 
 as would be expected of a first-class applicant .for the position. Use 
 business form. 
 
116 COMMERCIAL ENGLISH 
 
 6. The young man presents the letter of introduction to the high 
 school principal on Saturday morning and an interview is arranged 
 
 for the afternoon. He makes a very favorable Impression and securea 
 
 the position. Both he and the principal are grateful to the man who 
 wrote the letter of introduction. Write or dictate their respective letters 
 of appreciation to him. 
 
 7. Imagine you are a boy in the Louisville (Ky.) Boys' High School. 
 You expect to spend your Christmas vacation in Indianapolis. 
 
 While there, you would like to do some work in the State Library on 
 the "single tax" question, which you are soon to debate in an inter- 
 school debate. The principal of your school is well acquainted with 
 Demarcus Brown, State Librarian, and gives a letter of introduction to 
 him. Prepare such a letter, using the business form. 
 
 8. A young lady who graduated from Wellesley College last June is 
 about to visit Washington on a pleasure trip. A friend of hers, 
 
 living in her city, is well acquainted with the daughter of a United 
 States Senator, who is living in Washington and who is also a Wellesley 
 graduate. They have another common interest in the fact that they 
 both made an extensive study of civil government while in college. 
 Write a suitable letter of introduction ; make mention of the common 
 interests ; and commend the person introduced for her attractive person- 
 ality and social graces. State that she is especially interested in attend- 
 ing sessions of Congress. 
 
 9. Write or dictate an original letter of introduction that would 
 require the business form. 
 
 10. Address the envelope for same. 
 
 11. Write a letter of introduction, social form, on social size stationery. 
 
 12. Address the envelope for same. 
 
CHAPTER X 
 
 TELEGRAMS AND CABLEGRAMS 
 
 Telegram and Cablegram Defined. The word telegram 
 came from two Greek words, which gave to the first part of 
 the word, ' ' tele, ' ' the meaning ' ' far, ' ' and to the latter part of 
 the word, "gram," the meaning "a writing." A telegram is, 
 therefore, a message that is sent to a distance and is delivered 
 in written form. Following the invention of the telegraph 
 system there came the development of the cablegraph system, 
 which has made it necessary to distinguish between the tele- 
 gram and the cablegram. For practical purposes, it is suf- 
 ficient to say that a telegram is a message sent by wire across 
 the land, and a cablegram is a message sent by cable across, 
 or under, the water. A message from Chicago to New York 
 would be sent as a telegram, and one from Chicago to Lon- 
 don as a cablegram. 
 
 The Uses of Telegrams. Telegrams are used extensively 
 in business where the demands of haste make it inadvisable to 
 use a letter, even when it is sent by special delivery. They 
 are frequently used to make business appointments, to place 
 or countermand orders, to notify of changes of prices, to bind 
 contracts, to instruct traveling salesmen, etc. In private and 
 social life, they are used to send messages concerning illness 
 and death, to inform of traveling plans, to convey greet- 
 ings, etc. 
 
 Classification of Telegrams. There are six different kinds 
 of telegrams: 
 
 1. The regular day message. 
 
 2. The night message. 
 
 3. The repeated message. 
 
 4. The day letter. 
 
 5. The night letter. 
 
 6. The telegraphic money order. 
 
 117 
 
118 COMMERCIAL ENGLISH 
 
 Essential Qualities of Telegrams. There are two essential 
 qualities to be desired in a well-written telegram — brevity and 
 clearness. Both are important. Since the charge for a regu- 
 lar telegram is based on a maximum of ten words and an addi- 
 tional charge is made for all words in excess of that number, 
 there are practical reasons why the message should be reduced 
 to a brief form of statement, but brevity is not desirable ex- 
 cept in so far as it is consistent with clearness. 
 
 RULES RELATING TO TELEGRAPHIC MESSAGES 
 
 1. Day and night messages are usually charged for on a 
 ten-word basis, with an additional charge for each word above 
 ten. There is no point, therefore, to reducing the message 
 below the ten-word limit. Messages like "Come" and "I 
 accept" are to be avoided by using the larger number of words 
 to give details that will make the situation clearer to the one 
 who receives the message. The first of these two messages 
 might thus be extended to read: "Mother no better. Take 
 noon train. Will meet you." 
 
 2. No charge is made for the date, the name and address 
 of the one to whom the message is sent, or the signature of the 
 sender. 
 
 3. Figures are not telegraphed, but are charged accord- 
 ing to the number of words that would be required to write 
 them out. Thus, $215 would be counted two fifteen dollars — 
 three words. It follows from this that it is a convenience to 
 the company transmitting the message if the sender of the 
 message uses words instead of figures in writing his message. 
 
 4. Hyphenated words, as forty-five, bill-board, cut-rate, 
 etc., are counted as two words. In names, each given name 
 or initial counts as one word. Abbreviations consisting of 
 more than one letter, as C. 0. D., f. o. b., 0. K, per cent, etc., 
 are counted as one word, if sent without punctuation. 
 
 Day Message. A day message is classed as full-rate, im- 
 mediate service, and takes precedence over all other kinds of 
 
TELEGRAMS AND CABLEGRAMS 119 
 
 messages in transmission. The charge varies with the distance 
 and is based upon a ten-word message, with an additional 
 charge for each word more than ten. 
 
 Night Message. A night message is accepted by the com- 
 pany for transmission at its convenience during the night and 
 delivery not earlier than the morning of the following business 
 day. It is classed as " deferred" service and is sent at some- 
 what reduced rates. Such messages are accepted by the 
 Western Union Telegraph Company up to 2:00 a. m. They 
 may be filed at any time of the day previous to their delivery 
 or at an earlier date, if desired. They are frequently used in 
 business because of the convenience they afford. For in- 
 stance, A, living in Cincinnati, may take a train for New York 
 at 3 o'clock p. m. and file, before he goes, night messages that 
 will be delivered to B, C, and D in Chicago, St. Paul, and 
 Omaha, respectively, the following morning. The question of 
 the use of day and night messages is not so much one of rate 
 as of time of delivery. Occasions may demand that a day 
 message be sent at night and a night message, during the day. 
 If A wires B at 10 o 'clock p. m. to take the midnight train for 
 Minneapolis, he would send a day message, so that it might 
 be delivered at once and give B time to make the train ; on the 
 other hand, if A wires B at 5 o'clock p. m. to drop fifty gross 
 Eagle Diagraph pencils number two from his order, he would 
 send a night message to be delivered the following morning 
 because a day message could not likely be delivered until B's 
 office opens. 
 
 Repeated Messages. Repeated messages are messages that 
 are telegraphed back to the originating office for comparison. 
 For this extra service, one-half of the rate of the unrepeated 
 telegram is charged in addition-. The object of such repeating 
 is to secure absolute accuracy in the transmission of the 
 message. 
 
 Night Letter. The telegraph companies accept, up to mid- 
 night, night letters of fifty words or less to be delivered on the 
 
120 COMMERCIAL ENGLISH 
 
 morning of the next business day at the standard rate for a 
 ten-word message. One-fifth of such standard day rate for 
 ten words is charged for each additional ten words or less. 
 Such messages must be written in plain language only, as code 
 words are not permissible. The company reserves the right 
 to make delivery at destination by mail, postage prepaid. 
 
 Day Letters. The telegraph companies also receive, as de- 
 ferred service, day letters of fifty words or less at the rate of 
 one and one-half times the standard night letter rate. A 
 charge of one-fifth of the initial rate is made for each addi- 
 tional ten words or less. As in the case of night letters, code 
 language is not permissible. The company reserves the right 
 to make telephonic delivery. Such day letters are subordinate 
 in priority of transmission and delivery to regular telegrams. 
 The company undertakes only to effect their delivery on the 
 day of their date, except where to do so would interfere with 
 the handling of regular telegrams. 
 
 The Use of Day and Night Letters. From what has just 
 been said, it will be seen that day and night letters are to be 
 used only when there is no urgent need of haste and when the 
 nature of the message is such as to require a considerable 
 amount of detail. For these two reasons, they are much less 
 frequently used in business than regular telegrams. 
 
 Cablegrams. Cablegrams differ from telegrams chiefly in 
 the greater cost of sending them and in the method of charg- 
 ing. On account of the great expense of installing and main- 
 taining the cables, the cost of a cablegram is necessarily much 
 higher than that of a telegram and frequently runs up to a 
 dollar and a half or two dollars a word. Every word, includ- 
 ing name, address, and signature, is charged for and words 
 containing more than fifteen letters are charged for as two 
 words. 
 
 Cable Code Words. In order to decrease the great cost of 
 cablegrams, most business firms use cable code words. Such 
 words must not contain more than ten letters, and if plain Ian- 
 
TELEGRAMS AND CABLEGRAMS 121 
 
 guage words are used with the code words they, too, must 
 also not contain more than ten letters or they will be charged 
 for as two words. The selection of words to use as code words 
 is a purely arbitrary matter, as any word or even any pro- 
 nounceable group of letters will serve the purpose. Business 
 firms that have considerable foreign business usually have code 
 words for each article in their catalogs that may be used in 
 giving or receiving orders. A single word is also frequently 
 used by such houses for their cable address. This cable ad- 
 dress is often to be found on their letterhead. For instance, 
 " Ontario" might be the cable address of the Standard Sheet 
 Bfetal Company of Cleveland, Ohio. Such a cable address 
 would be entered in the directory of the cable companies, which 
 would enable them to ascertain the full name and address of 
 the firm for which it stands. 
 
 Travelers' Cable Code. For the convenience of travelers, 
 who may have occasion to send cable messages and who may 
 have no common code system, the cable companies have com- 
 piled and have accessible at all their offices, an extended list 
 of code words that cover most of the phrases likely to be used 
 in a message. These code words are at the disposal of the 
 patrons of the company, both in sending and receiving 
 messages. 
 
 The following code words and their equivalents, taken 
 from the "Travelers' Cable Code" of the Western Union Com- 
 pany, will show the possibilities of condensing the message by 
 their use: 
 
 \ I »< >BE. We have an important communication for you to be sent by 
 
 mail. Where shall it be addressed? 
 
 BASTE. Business is good, and everything and everybody all well. 
 
 I WLVE. When do you start and when do you expect to arrive? 
 
 DRIVE. Advise you to attend to the matter at once. 
 
 \Y. As soon as I learn anything will let you know. 
 
 I-tssy. Cannot attend to the matter mentioned. 
 
 GULCH. Do nothing until you receive my letter. 
 
122 COMMSRC] M. ENGLISH 
 
 HANDY. Do what you think is for host interests of all concerned 
 OWNER. Keep me well informed hy mail and wire as to your move- 
 ments. 
 
 PETER. Market weak and active. Think you had hetter sell. 
 SCALP. Unless you think it will pay to stay longer, I should advise 
 return at once. 
 
 Code Words in Telegrams. Code words may be used in 
 regular telegrams, but not in day or night letters. They are 
 charged for at the same rate as plain language words. 
 
 Letters Confirming Telegrams. Business telegrams are 
 often followed by letters confirming the message and giving 
 details in explanation of the same. Such letters usually begin : 
 "I wired you this morning as follows:" or "This is to confirm 
 our telegram of yesterday afternoon, as follows:" The mes- 
 sage is then repeated and explanations arc given. 
 
 EXERCISES IN TELEGRAMS AND CABLEGRAMS 
 
 1. Reduce the following expressions to telegraphic brevity : 
 
 a. Ship at once by American Express. 
 
 b. If the proposition is satisfactory to you. 
 
 c. We do not have the fleece-lined gloves in stock at present. 
 
 d. Cannot see my way clear to accept the position at less than 
 one hundred dollars per month. 
 
 e. Better not make the shipment to the Lewis Brown Co. at 
 present. 
 
 2. Reduce the following letter to a telegram within the ten- word 
 limit: 
 
 Gentlemen : 
 
 I found on arriving here for my summer vacation that I 
 had overlooked the fact that my fire insurance policy held by 
 your agency had expired before I left. 
 
 Please renew the policy for two years and charge to the 
 Bolton Real Estate Company of your city, who have the renting 
 of the property. 
 
 3. Send a ten-word telegram to your agent, who is now in Chicago at 
 the Palmer House, advising him to buy all the Arizona railroad 
 
TELEGRAMS AND CABLEGRAMS 123 
 
 stock he sees upon the market and state that you will give explanations 
 later in a letter. 
 
 4. As a traveling salesman, advise your firm of the time when you 
 will arrive in Philadelphia and state the name of the hotel to which 
 
 they should send your mail. 
 
 5. Wire the Southern Express Company of Atlanta, Ga., to hold your 
 shipment addressed to Henderson & Adams until they have further 
 
 instructions. 
 
 6. Wire the Pullman ticket agent of the Chicago & North Western 
 Railroad at their depot in Chicago to reserve one lower berth for 
 
 you on their train leaving at 11 :30 tonight for Omaha. 
 
 7. Wire A. G. Spaulding & Bros., 74 Summer Street, Boston, Mass., to 
 increase the order of basket ball outfits from your school to supply 
 
 eight men rather than six, as previously ordered. Sign your own name. 
 
 8. Write an original telegram that will require more than ten words, 
 but not more than fifteen. 
 
 9. Write an original day or night letter of about fifty words that will 
 give some account of your traveling plans, imagining that you are 
 
 on the way to California to spend the winter, and that the folks at home 
 are somewhat uneasy because the train service has been reported as 
 being tied up on account of blizzards and snow storms. 
 
 10. Write an original cablegram that shall consist of three plain lan- 
 guage words and two code words, taken from those given on 
 
 pages 121 and 122. Supply a code address. 
 
 11. Write a letter confirming an original telegram. 
 
 12. Criticise the following telegrams, all of which were written by a 
 student : 
 
 Hold Brown Co. shipment. Letter of explanation will follow, 
 ship one Dodge car as per contract by Big Four. 
 Katherine very low. Cancel dates and come at once. 
 
 tve tonight for Chicago. Address my mail to my hotel. 
 I'uy all Arizona Western on market Inside dope. 
 Bandit! taken. Meet train at Blue Gulch. 
 Iiuitossible to ship goods by date set. Wire instructions. 
 Would like important interview with you tomorrow at ten. Wire. 
 Arrive ten thirty Grand Central Station. Meet me. 
 
CHAPTER XI 
 
 HOW CORRESPONDENCE IS HANDLED IN A 
 BUSINESS OFFICE 
 
 The Different Departments. While the methods of conduct- 
 ing business vary greatly, even with firms in the same line, 
 most office forces are now organized in departments. The fol- 
 lowing are some of the more common departments : 
 
 1. Credit Department. 
 
 2. Shipping Department. 
 
 3. Correspondence Department. 
 
 4. Advertising Department. 
 
 Distribution of the Mail. By the time the office force has 
 arrived in the morning, the mail will likely have been received. 
 It is then distributed to the various departments. If a letter 
 has in it items of business that require the attention of several 
 departments, it is passed on from one department to another or 
 duplicates of all or parts of it are made by a stenographer to 
 whom the duty is assigned. 
 
 Duplicates. As the business of the day progresses and the 
 items of business in the morning mail are taken care of, it is 
 of the utmost importance that the firm have duplicates of every 
 letter that goes out of the office, so that they may be placed in 
 the files as a matter of record. 
 
 Press Copy. Railroad and express offices and a few other 
 offices make duplicates on a copying press, which are commonly 
 called "press copy." Such a system of duplicates is usually 
 used when it is desirable to have one or more facsimile copies 
 of business papers, the originals of which could not easily be 
 
 124 
 
HOW CORRESPONDENCE IS HANDLED 125 
 
 made upon a typewriter — freight way bills, for instance. A 
 copying press outfit consists of a copying press, a book of tissue 
 leaves, and a purplish ink, especially prepared for the purpose. 
 The following is the process of making duplicates with a letter 
 press : 
 
 1. Place an oiled board between the sheet on which the letter is 
 to be copied and the already used part of the book to the left. 
 Then place a damp cloth or blotter between the oiled board and 
 the sheet to be used. Turn the sheet down on the damp cloth 
 or blotter. 
 
 2. Place the letter, face downward, on this sheet. 
 
 .:. Place a damp cloth or blotter on the letter. 
 
 4. Turn the next page of the book down upon this ; place the next 
 letter to l>e copied, face downward, upon it; place a damp cloth 
 upon this letter, etc. 
 
 r>. Place an oiled board upon the last damp cloth or blotter, so as to 
 protect the unused portion of the book, to the right, from 
 dampness. 
 
 G. Place the book in the press and subject it to pressure by screw- 
 ing the steel plate down upon it. Typewritten letters will re- 
 quire about two minutes. Pen-written letters Copy almost 
 instantly. 
 
 7. Remove the letters ami all other material from the book. The 
 im pre a ol ona will have l>een made on the back of the tissue leaves 
 and may easily be read through them. 
 
 Carbon Copy. Most business offices now prefer the carbon 
 copy to the press copy because it is more convenient, requires 
 less time, and is a more valuable duplicate, as a matter of 
 id. Unlike a letter press copy, a carbon copy is made at 
 tin- same time and by tin- lame process as the original and con- 
 in ins a facsimile reproduction of every mechanical detail of 
 tin- typewriting of the original. It may, therefore, be intro- 
 duced in a court room as a duplicate original. Hence, it is 
 the most valuable duplicate that may be obtained. 
 
126 COMMERCIAL ENGLISH 
 
 Initials of the Correspondent on the Letter Sheets. In 
 order to keep the letter sheets of one correspondent from be- 
 coming mixed with those of another, many business houses put 
 the initials of the correspondent, with the page number, at the 
 top of each sheet, beginning with the second. Examples: 
 K. B. 2, W. K. B. 3, etc. These initials and numbers may be 
 placed in either corner or in the center. The logical place is. 
 perhaps, the right hand corner, as it is the one that is seen in 
 turning over the letter sheets. 
 
 Indicating Enclosures. In order that the enclosures that go 
 with a letter may not be overlooked at the time it is prepared 
 for the mail, it is customary to write ''enclosure," "2 en- 
 closures," etc., in the lower left hand corner on the first line 
 below the signature. See the model letter on page 21. 
 
 Letter Filing. As soon as the letters that were received in 
 the early morning mail have been answered, or their contents 
 otherwise disposed of, the need of some system of filing UK- 
 originals and duplicates of replies, arises. There are on the 
 market and to be found in all business offices of any size or 
 importance, a number of excellent filing systems that are 
 manufactured by reliable firms and contain their own distinct- 
 ive features and advantages. A discussion of the subject of 
 letter filing is, therefore, limited to the general details that are 
 common to all systems. 
 
 Characteristics of a Good Filing System. Any good filing 
 system should be able to meet the following requirements: 
 
 1. It should hold all correspondence and duplicates in the smallest 
 possible [lumber of folders and compartments. 
 
 2. It should require the fewest possible number of processes to And 
 letters and duplicates filed, consistent with the requirements <>f 
 the business. 
 
 3. It should occupy a minimum <>f space in the office. 
 
 4. It should be so constructed as to be dust-proof. 
 
NOW CORRESPONDENCE IS HANDLED 127 
 
 Kinds of Filing Systems. There are, in general, three dis- 
 tinct kinds of filing systems: alphabetical, numerical, and 
 geographical. 
 
 Alphabetical Filing. Alphabetical filing is used in lines of 
 business in which there is correspondence of considerable bulk 
 with only a fairly large number of correspondents. 
 
 Bach correspondent has a separate compartment or folder 
 in the file, which has a tab bearing the letter of the alphabet 
 or the name of the firm. 
 
 There is only one process necessary in looking up corre- 
 spondence under this system, so that it should be preferred to 
 all others wherever it is possible to use it. 
 
 In order to keep the number of compartments or folders 
 ■a small as possible, letters of occasional correspondents are 
 filed in a miscellaneous compartment or folder, which is placed 
 at the ♦■ml of each alphabetical subdivision. 
 
 Numerical Filing. Numerical filing is used in lines of busi- 
 i in which there is correspondence with a large number of 
 
 correspondents, but w r ith a comparatively small number of 
 
 letters from each. 
 
 Instead of a name or a letter of the alphabet, a number is 
 placed upon the tab of the folder or compartment. 
 
 'I'h is makes it possible to put the correspondence of several 
 correspondents together, the number depending on the bulk. 
 
 The names of the correspondents are kept in a card index, 
 which shows the file number of each. 
 
 It will be seen from this that there are two processes in 
 numerical filing and only on.- in alphabetical, so that the latter 
 I! advantage over the former in that respect. 
 
 Geographical Filing. Geographical filing is used in lines 
 :n which it is important to know the results that 
 are being obtained in various territorial divisions. 
 
128 COMMERCIAL KMJI.ISN 
 
 It differs from the alphabetical only in that the names of 
 towns and cities are used on the tabs, instead of letters of the 
 alphabet. The name of the firm is used with the name of the 
 town or city by most business firms using this system. Exam- 
 ple : Abilene, Kans. Baker Brothers & Jones. 
 
 Transfer Filing. After the correspondence in the regular 
 files has become so old that it is rarely needed for reference, it 
 is transferred to other cabinets that contain the same system, 
 or to inexpensive filing boxes that are made especially for this 
 purpose. The contents of each box is indicated on a label 
 on the back, which usually has a place for the dates which the 
 correspondence covers. 
 
 The Handling of the Correspondence at the Close of the 
 
 Day. Near the close of the business day, the letters that have 
 been written during the day, if they have not already been 
 sent, must be gotten ready for the mail. Such letters are 
 passed to the person who dictated them or to the head stenog- 
 rapher for correction. Then they are signed by the proper 
 person, after any necessary corrections have been made. Often 
 one officer of the company signs all the outgoing mail. Care 
 is used to see that necessary enclosures are placed with the 
 letters to which they are to be attached. The letters are then 
 folded, inserted in the envelopes, sealed, stamped, and sent to 
 the post office. 
 
 There still remains one very important item of business in 
 connection with the closing up of the correspondence of the 
 day. This is the filing of the letters that were received during 
 the day and the carbon duplicates of the letters that were 
 sent in reply. Each letter is usually fastened with its dupli- 
 cate reply before filing in the proper compartments of the files. 
 It is extremely important that this be done carefully, so that 
 the previous correspondence may be available at any time 
 when needed. 
 
CHAPTER XII 
 
 ELEMENTARY ADVERTISING 
 A BRIEF HISTORY OF ADVERTISING 
 
 Early Beginnings. The extension of business by the judi- 
 cious and systematic use of printer's ink is one of the marvels 
 of our time. Yet advertising is by no means of recent origin. 
 Its early beginnings go back beyond the Christian era to the 
 ancient civilizations of India, Persia, China, and Japan. In 
 those olden days, when the primitive peoples wandered from 
 place to place, the trader hawked his wares or displayed them 
 before his tent on the highway. With a little imagination, we 
 can see foreshadowed the modern auctioneer and the window 
 display. In the days when Greece was at the height of her 
 'culture, the town-crier, the remote ancestor of that familiar 
 New England figure, was calling out his "lost and found" 
 items on the street, a function that has now been assumed by 
 the daily newspapers. Both the Greeks and the Romans 
 whitened spaces on the walls of their houses to display notices 
 of public or private business. Today the same use is made of 
 ngn-boardfl and bill-boards. Furthermore, the ancient book- 
 sellers posted placards in their shops to announce the latest 
 works of the best-known authors, much as our book-sellers 
 advertise the "six best sellers." 
 
 The Middle Ages. In the gloomy days of the middle ages, 
 when education was despised by the masses and confined to 
 the clergy, the tailor hung his goose or a pair of shears above 
 his shop door as a symbol of his business, for the benefit of 
 those who were unable to read. Likewise, the inns used names 
 that could be represented in signs without words; such as, 
 
 129 
 
130 COMMERCIAL ENGLISH 
 
 "The Bell," "The Swan," or "The Red Cock." Later, when 
 the interest in education revived, words were put on these sign- 
 boards. Today we still have the boot, the painted pole, the 
 pestle and mortar, and the three gilded halls, to advertise the 
 shoe repair shop, the barber shop, the drug store, and tin 
 pawn-broker's shop. 
 
 The Town-crier. Town-criers became a powerful adver- 
 tising force in France in the twelfth century, and in England 
 in the thirteenth and fourteenth centuries. They cried out the 
 wares of the merchants much like glaring headlines of the 
 advertisements cry out the special sales of our large depart- 
 ment stores. 
 
 Advertising in England. The first printed advertisement 
 is said to have been printed by William Caxton in 1480, in tin- 
 form of a small poster, announcing the sale of "Pyes of Salis- 
 bury Use," a set of rules for the government of the priests of 
 Salisbury. From this time down to the eighteenth century, 
 there was a gradual growth of advertising. Conditions at 
 that time are interestingly described by Dr. Samuel Johnson 
 in a number of his "Idler" in 1759: "Whatever is common 
 is despised. Advertisements are now so numerous that they 
 are negligently pursued, and it is, therefore, become necessary 
 to gain attention by magnificence of promises, and by elo- 
 quence sometimes sublime and sometimes pathetic." During 
 the first half of the century, advertising became coarse and 
 degraded, in harmony with the low moral standards of the 
 times. At this time, it was abandoned to quacks and pro- 
 moters of lotteries and to enterprises of questionable morality. 
 Toward the close of the century, it was taken up again by good 
 business and a large number of new things were advertised in 
 the "London Times." 
 
 Advertising in America. In America, ili« i first colonial 
 newspapers carried advertising. The cony was usually re- 
 mote and crude and consisted frequently of far-fetched at- 
 tempts to De humorous. A common practice was to state in 
 
ELEMENTARY ADVERTISING 131 
 
 the space that it had been bought and paid for by John Smith, 
 but that as his business was sufficiently brisk, it was not neces- 
 sary for him to use it. 
 
 Advertising Since the Civil War. As soon as business be- 
 gan to recover from the disastrous effects of the Civil War, 
 advertising expanded by leaps and bounds. In the country, 
 barns and fences were covered with advertisements of com- 
 modities that might appeal to the farmers and, when all avail- 
 able space had been crowded to the utmost and found 
 insufficient, bill-boards were erected along the highways and 
 railroad tracks. Bill-boards and bill posting then spread to 
 the cities until greatly overdone, and many cities were forced 
 to pass restrictions to prevent them from becoming a nuisance. 
 
 Advertising Today. Today advertising has taken almost 
 every conceivable form. The old, symbolic signs of the middle 
 ages have given way to the dazzling, electric signs that pro- 
 long the working day of the advertisement far into the night. 
 Calendars, blotters, circulars, pamphlets, and all kinds of in- 
 genious novelties, souvenirs, and premiums are being utilized 
 to the utmost to extend trade. The Rural Free Delivery has 
 tended, somewhat, to turn the tide of advertising back to the 
 country. Newspapers pride themselves on their effectiveness 
 in building up local business; while our great monthlies and 
 trade journals are making the names of many commodities 
 "household words." 
 
 Tin: CONSTRUCTIVE PRINCIPLES OF LDVERTISIttQ 
 
 What Is Advertising? In the preceding pages we have 
 traced the history of advertising from its remotest beginnings 
 to the present day. We have been iisin^ the term "advertis- 
 ing" in its broadest sense to include all possible forms — news- 
 papers, magazines, bill-boards, ear cards, electric signs, nov- 
 elties, souvenirs, and even window displays. In its broader 
 meaning " advertising " may cover any form of publicity that 
 
 is used t<» extend business. Various attempts have been made 
 
132 COMMKWi I \I. ENGLISH 
 
 to define advertising as "the application of printer's ink to 
 business," "salesmanship in print," etc. Our interest in ad- 
 vertising is chiefly in the principles that underly the prep- 
 aration of effective copy and relate it to the subject of com- 
 mercial English. We shall touch upon its psychology and art 
 principles, but these matters will be incidental to the expres- 
 sion side, to advertising as a printed appeal to the public for 
 the purpose of making sales. 
 
 Advertising Mediums. The preparation of advertising 
 copy for the printer implies an advertising medium through 
 which the advertisement will be brought to the attention of 
 the public. Advertising mediums are, in general, of two kinds, 
 stationary and circulating. A stationary medium brings the 
 reader to the advertisement, while a circulating medium brings 
 the advertisement to the reader. The following is a simple 
 classification of advertising mediums: 
 
 Stationary advertising mediums: 
 
 Bill-boards 
 Car cards 
 Electric signs 
 
 Circulating advertising mediums: 
 
 Newspapers 
 Magazines 
 Trade journals 
 
 The stationary medium is used primarily to arrest the atten- 
 tion of the public and by constant reminders to fix the name 
 or merits of the product in the memory. As a result, it is ex- 
 pected that the public will come to regard the product as an 
 old acquaintance and, when occasion arises, will give it a pref- 
 erence over less known or unknown brands. This kind of 
 publicity is the special field of the bill-board and car card. 
 They are a direct medium in that they are so placed that they 
 
ELEMENTARY ADVERTISING 133 
 
 must be read by a certain number of persons. A fixed rate is 
 charged for the service, which is based upon the possible num- 
 ber of persons who would be likely to read the advertisements. 
 The rate for car card service, for instance, is based upon the 
 average number of passengers carried by the car system per 
 day, so that it differs in cities of different size. The electric 
 sign, one of the newest advertising mediums, is like the bill- 
 board and car card in that it makes its appeal from a fixed 
 location. It has at least two advantages over nearly all the 
 other advertising mediums. It prolongs the business day into 
 the night and it familiarizes the public with the place of busi- 
 ness of the advertiser, from which it is usually displayed. We 
 shall pay but little attention to advertisements by stationary 
 mediums as, in their case, the appeal is limited and general and 
 involves few problems in the preparation of copy. 
 
 Among the circulating mediums, the newspaper is the most 
 widely used by advertisers and read by the general public. 
 Because its circulation is almost entirely local, its advertising 
 partakes of the same character and is confined largely to local 
 products and the business of merchants. As a medium, it has 
 an advantage over the magazine in its more frequent publica- 
 tion and more general reading public. Today there are very 
 few persons who do not read a daily or weekly newspaper, but 
 the number who read the weekly or monthly magazine is still a 
 comparatively small proportion of the total population. Still, 
 the newspaper is not used extensively for national publicity, as 
 it is too expensive for this purpose, since a high rate is easily 
 maintained because of its great value for local publicity. Sev- 
 eral of our best known weekly and monthly magazines have a 
 circulation of a million ; so it is easy to see that it would take 
 tli»- combined circulation of a large number of newspapers to 
 equa] t hat number and the result would be a cost that would 
 be almost prohibitive. For this reason, if for no other, most 
 business firms give the magazine the preference for national 
 publicity. In spito of this fact, it is impossible to disregard 
 the value of the newspaper, even for national publicity, so that 
 
134 COMMERCIAL ENGLISH 
 
 quite a number of firms select the best of the larger newspapers 
 and secure national publicity through their combined local 
 circulation. 
 
 In comparing the newspaper with the magazine, we have 
 emphasized the greater value of the latter for national pub- 
 licity. It has several other advantages over the newspaper 
 that recommend it to the prospective advertiser. The fre- 
 quent publication of the newspaper means, usually, hasty pub- 
 lication. This does not give time to do full justice to copy for 
 a high class advertisement that is intended to appeal to a select 
 and refined public, as time will not permit attention to the 
 little details that help to produce the artistic effect of the ad- 
 vertisement. Also, the paper on which newspapers are 
 printed is far inferior to the stock on which the high class 
 magazines are printed, so that it is impossible to use fine screen 
 cuts effectively. The newspaper has a further disadvantage 
 in that its life is much shorter than that of the magazine. A 
 magazine will be read for at least a week, while it may be read 
 for a month. A newspaper is stale on the next day after pub- 
 lication and is seldom read except when fresh. This means 
 that if an advertisement in a newspaper is not read on the day 
 that it first appears, it is not likely to be read at all. 
 
 This difference between the newspaper and the magazine 
 is seen in the advertisements they contain. The newspaper 
 advertisement is fresh, seasonable, and local in character. It 
 offers inducements that are open to the public for a limited 
 time only. It advertises bargains and quotes prices. The 
 magazine advertisement, by contrast, is more general and 
 national. Its offers hold good for a longer time. It is more 
 carefully prepared and is intended for a more leisurely 
 reading. 
 
 How Advertising Is Measured. Advertising in all but a 
 few of the small newspapers, is measured by the agate line. 
 fourteen lines to the inch. Most of the progressive newspapers 
 have adopted a flat line rate that applies to all classes of adver- 
 
KI l.MENTARY ADVERTISING 135 
 
 tising except undisplayed, or classified, as it is commonly 
 known. ( lassified advertising is sold at a flat word rate, one 
 cent per word being the usual charge. An agate line is meas- 
 ured up and down the column only and does not apply to the 
 width. The width of a standard newspaper column is 13 ems, 
 or 2^4 inches. In ordering small advertisements, it is custom- 
 ary to specify the size in terms of inches and columns, in spite 
 of the fact that the space is charged for by the agate line. 
 
 Advertising space in the standard monthly magazines is 
 usually sold by the page, half page, quarter, etc. The size of 
 tin- page in a standard size magazine is S 1 /^ by 8 inches, not 
 including the heading. If the page is divided into two col- 
 umns, by a slug or rule, they are approximately 2% inches 
 wide. The width of the column of the standard four-column 
 folio magazine; such as, "The Ladies' Home Journal" and 
 "The Saturday Evening Post," is 2 1 / 4 inches, the same as the 
 standard newspaper column. In such magazines advertising 
 is measured by the column as well as by the page. A page in 
 one of these magazines is about four times as large as a page 
 in one of the smaller standard monthly magazines. An adver- 
 tisement that is run as a page in "Harper's" can, therefore, be 
 run as approximately a quarter page in "The Saturday Even- 
 ing Post." 
 
 A more recent magazine size is illustrated by "Every- 
 body's," the "Cosmopolitan," and the "American." The 
 type page in these magazines is approximately 7x10 inches, 
 divided into three columns, practically the width of a news- 
 paper column. Advertising is sold by the page or by the 
 column. 
 
 In all magazines, small advertisements are charged for by 
 the agate line, fourteen lines to the inch, as in newspapers. 
 
 How Much Space to Buy. In purchasing advertising space, 
 the advertiser should be guided by the proposition to be adver- 
 tiaed. A doctor's card may be effective in a one-inch, single- 
 eolumn space in the daily newspaper, while a mill end sale may 
 
136 • COMMERCIAL ENGLISH 
 
 require a page. In the former, the purpose is to give publicity 
 to the name, profession, location, office hours, and telephone 
 number. All these items are details that have only to be 
 stated. In the mill end sale advertisement, there are many 
 more items and it is necessary, also, to establish values by de- 
 scription and quoting prices. 
 
 Often the size of the advertisement is determined arbi- 
 trarily. There may be an advantage to be gained from a regu- 
 lar position, which may make the available space limited. This 
 makes it necessary to select for the space only such matter as 
 may be displayed effectively. 
 
 Frequently, the question of economy determines the size of 
 the space. In the best mediums space is expensive. There- 
 fore, the advertiser may not be able to secure as much as he 
 might wish. This may force him to use judiciously the space 
 he is able to afford. The study of advertising by experts has 
 led them to the conclusion that a large advertisement is not 
 effective just because it is large, nor is a small advertisement 
 ineffective just because it is small. The effectiveness depends 
 more upon the proportion of the copy to the space, than it does 
 upon the size of the space. The most unprofitable use of space 
 is usually seen in the small advertisement that is overcrowded 
 and poorly displayed because the advertiser practised the false 
 economy of trying to make a small space do the work of a 
 larger one. 
 
 No matter what the size of the space may be or how it is 
 determined, there should always be a proper adjustment of the 
 copy to the space. If more space is used than is needed, the 
 extra space is money wasted, because the same results could 
 have been obtained from a smaller space. On the other hand, 
 if less space is used than is really necessary, the loss of money 
 is even greater, because the decrease of returns, traceable to 
 this cause, greatly overbalances any saving that may have been 
 effected from practising such economy. . The effective adver- 
 
ELEMENTARY ADVERTISING 137 
 
 tisement secures its results with the least cost of money to the 
 advertiser and of time to the reader. 
 
 Essentials of Effective Appeal. The selection of a medium 
 and the question of the amount of space to be used are only- 
 preliminary to the first real problem in the preparation of 
 advertising copy. This is the problem of organizing the avail- 
 able material into an advertisement that will make an effective 
 appeal. This question has been given much study by psychol- 
 ogists, salesmen, and advertising experts. Their conclusions 
 agree, for the most part, although they have been expressed in 
 various ways. 
 
 The Batten Formula. A simple and admirable statement of 
 the functions of an advertisement was made by the George 
 Batten Company, an advertising agency of New York. It has 
 been referred to so frequently that it has come to be known as 
 the "Batten Formula." According to their analysis, a typical 
 advertisement has three distinct purposes: 
 
 To be seen, 
 To be read, 
 To be believed. 
 
 Or they may be stated thus: 
 
 Attention, 
 
 Consideration, 
 
 Action. 
 
 A reference to the chapter on Sales Letters, page 82, 
 will recall the fact that the purpose of those letters is simi- 
 lar to that of an advertisement. Indeed, the problem in the 
 two is almost identical, with this large and distinguishing dif- 
 ference that the sales letter is addressed to a particu- 
 lar person, whether he reads it or not, while the advertisement 
 is addressed to all to whose attention it should appeal. 
 
 Attracting Attention. The first essential of an effective ad- 
 \ »-rt isement is, then, the power to attract attention. If a number 
 of advertisements are brought together in the same medium. 
 
138 
 
 COMMKKCIAL ENGLISH 
 
 as in a newspaper or magazine, they have certain more or less 
 uniform rights and privileges, by virtue at the facl thai a cer- 
 tain amount of space has been contracted for. In their appeal 
 to the public, however, they differ greatly. It is to be assumed 
 that only a small part of the possible number of readers of the 
 advertisements have sufficient interest to deliberately look tliem 
 up or even notice them in passing. Unless the advertisement 
 is able in itself to attract the attention of the potential reader, 
 it fails to meet the test at the first point and is not likely to 
 produce results. 
 
 One of the most common means of attracting attention is 
 the use of display lines or catch lines. In almost every effect- 
 ive advertisement, one or more lines are given special promi- 
 nence to direct the attention of the reader to the proposition 
 or to emphasize its essential points. This is called display. 
 
 The display line, or head line, as it is sometimes called, is 
 frequently a striking statement, as: 
 
 Storage Batteries, 
 
 Like Living Creatures, 
 
 Need Food and Drink 
 
 which appeared at the top of an effective advertisement of the 
 "Willard Storage Battery." 
 
 The imperative form of statement is also used effectively 
 for the same purpose. A very attractive advertisement of the 
 "Holcomb & Hoke" Butter-Kist pop corn machine in the 
 ''Saturday Evening Post" bore this head line: 
 
 Ask\bur Storekeeper For 
 
 more ill an "p op corn"— Say 
 
 BUTTER-KIST 
 
ELEMEXTAKY ADVERTISING 
 
 139 
 
 Often the head line is given greater attention value by 
 combining it with a striking illustration or with a picture of 
 the product. Sometimes all three are used together, as in the 
 following illustration, taken from an "Underwood Deviled 
 Ham" advertisement: 
 
 For All "Outdooring" 
 
 This is the Taste! 
 
 One of the newer ideas of arresting the attention is to print 
 in large type the first word or the first few words of the adver- 
 tisement, instead of using a formal head line. This draws the 
 eye t<> the words in the display type and leads on to a perusal 
 of the opening sentiment, as is readily seen from the following 
 illustrations, taken from real advertisements, as indicated: 
 
 A Good Night's Rest 
 
 has a value that cannot be measured in dollars 
 and cents. Proper rest is so essential to your 
 health, working efficiency and ability to enjoy 
 
 WAY SAGLKSS SPRINGS 
 
140 COMMERCIAL ENGLISH 
 
 DR.ACTICALLY every summer dress is a tub dress where 
 *- Ivory Soap is used. No matter what its material — linen, 
 silk, lace, delicately colored fabrics; no matter what its trim- 
 ming — embroidery, insertion, ribbons — it comes from the 
 wash as charming as when fresh from the hands of the 
 seamstress. 
 
 "ivory soap" 
 
 One of the best ways to arouse thought is to ask questions. 
 An excellent ''Cream of Wheat" advertisement followed this 
 head line: 
 
 "HOW FAR WILL A DOLLAR GO?" 
 
 Well chosen and well placed trade marks catch the eye and 
 arouse the interest. The following is a familiar and- effective 
 illustration : 
 
 Still another form of effective head line is a warning, which, 
 if heeded, will prevent the reader from making a serious and 
 costly mistake. The following appeared over a striking maga- 
 zine advertisement: 
 
 DON'T BUY 
 
 8PONG 
 
 BY WEIGHT 
 Underneath it were given reasons why it is easy to cheat 
 
ELEM i:\TAKY A DVKKTISIXG 141 
 
 the customer who buys sponges by weight. The first para- 
 graph read thus: "Whenever you buy sponges in quantities 
 by weight you are encouraging the adulterators who add 50% 
 or more to the weight by 'doping' with glucose, sand and 
 glycerine. This dishonesty is so common as to be almost un- 
 avoidable." The effectiveness of such a head line is due to 
 tin- natural desire to avoid making mistakes, especially in buy- 
 ing goods, whenever it is possible to do so. 
 
 Whatever type of head line is used to catch the attention 
 of the reader, it should be so short that the eye can take it in 
 at a glance. Experiments have shown that the eye cannot 
 cover more than four or five words of average length at one 
 time. For that reason, the following heading would be 
 objectionable : 
 
 OUR GREAT ANNUAL SALE OF CARPETS AND RUGS 
 It may easily be improved by arranging it as two lines: 
 
 OUR GREAT ANNUAL SALE 
 OF CARPETS AND RUGS 
 
 Sometimes it may be advisable to use as many as three 
 lines. If it becomes necessary to divide the line, so as to bring 
 it within the field of vision, the words should be so arranged 
 that each line makes a complete group. Instead of printing: 
 
 IDEAL FURNACES ARE THE 
 KIM) rOU SHOULD USE 
 
 it is mueli better to print it: 
 
 [DEAL FURNACES 
 
 ARE THE KIND 
 YOV SHOULD USE 
 
 Slightly different from the display or head line is another 
 
142 00MMEBC1 LI ENGLISH 
 
 means of attracting the attention and arousing the interest. 
 It is commonly called the " catch line." A catch line is a 
 familiar expression about a certain commodity that is used to 
 arouse interest and to stick in the memory. It usually empha- 
 sizes some important quality of the thing advertised and be- 
 comes as familiar as a trade mark, because of frequent use. 
 All of the following will be readily recognized by magazine 
 readers : 
 
 "Hasn't scratched yet." — Bon Ami. 
 
 "See that hump?" — DeLong hook and eye. 
 
 "It floats." — Ivory soap. 
 
 Ask the man who owns one." — The Packard automobile. 
 "The memory lingers." — Post Toastles. 
 "The ham what am."— Armour's "St;ir" ham. 
 
 There are a number of other ways of attracting the atten- 
 tion that are so familiar that they do not require explanation. 
 A fairly complete list, including those already given, is the 
 following: 
 
 Display and catch lines. 
 
 Well chosen illustrations. 
 
 Striking horders. 
 
 Distinctive styles of letter in the firm name. 
 
 Attractive arrangement. 
 
 Familiar trade marks. 
 
 Favorable Consideration. While the power to attract the 
 attention of the reader is the first essential of effective appeal 
 in adverting, the interest aroused is of no value unless it is 
 directed to a favorable consideration of the article or proposi- 
 tion. Startling originality may attract the attention, but if it 
 is only a curious interest, it will not materialize in sales. 
 
 Truth. To hold the interest of the reader, the advertise- 
 ment should say as much aa can truthfully be said, but no 
 
KI.KMKN :TA1!Y A I >\ \M TISIXG 143 
 
 more. Exaggerated claims are usually discounted by the 
 
 reader before he has become sufficiently interested to give 
 
 serious attention. This means that the 
 
 advertisement Tails to gain his confidence 
 
 and is not likely to produce results. 
 
 For many years the "Associated Ad- 
 vertising Clubs of the World" has con- 
 ducted g vigorous and successful cam- 
 paign for "Truth in Advertising." The 
 club emblem, at the left, is now familiar 
 to merchants and advertising experts 
 all over the world. Among the many good results from the 
 movement none has been more valuable than the conception 
 o!' the meaning of truth that has come to those who specialize 
 in the field of advertising. They are now pretty generally of 
 the opinion that exaggeration is usually the product of a super- 
 ficial knowledge of the thing advertised, while to tell "the 
 whole truth" it is necessary to have expert knowledge of the 
 article — the process of its manufacture, its serviceableness, 
 quality, and value. 
 
 Description. Adequate description is of prime importance, 
 then, in developing confidence. The use of simple, expressive 
 English assist^ the reader in forming an impression of the 
 article. Pictures are often of great value for this purpose, for 
 they give the argument at a glance. 
 
 A careful study of the product and 1 he interests of the pros- 
 ve buyer will reveal an increasing number of ways by 
 which an appeal may he made for consideration and con- 
 fidence. The following are the most common "talking points" 
 and are in general use by advertising experts: 
 
 Value Mini price Novelty 
 
 Saving <»f time Hr.ilthfulliess 
 
 Seasaaableneei Beauty 
 
 style . Service 
 
144 
 
 COMMERCIAL ENGLISH 
 
 $35.00 Library Table 
 
 $24-45 
 
 As shown, good mission design, with top measuring 28x48 inches, 
 and legs Zy 2 inches square. It is built of quarter sawed oak with 
 roomy drawer and plank top and shelf, and can be had in early- 
 English and fumed oak; our regular price $35.00; special Reor- 
 ganization Sale price, 
 
 $24- 45 
 
 MODEL ADVERTISEMENT, ILLUSTRATING GOOD DESCRIPTION 
 
 This is one item from a page advertisement. Note that the essential 
 
 details selected combine with the picture to give a 
 
 definite idea of the object. 
 
ELEMENTARY ADVERTISING 145 
 
 Action. The third appeal of the effective advertisement is 
 for action. It follows logically after the appeal for attention 
 and consideration. 
 
 It is not always necessary for an advertisement to appeal 
 for immediate action in order to be effective. The purpose 
 for the present may be merely to arouse interest that is to 
 culminate in action later on. This is the special purpose of a 
 kind of advertisement that is commonly called the "teaser." 
 It is usually a small advertisement that is inserted several 
 times before the large and complete advertisement appears and 
 it arouses interest through curiosity. As a rule, it is impos- 
 sible to find in it any real clue as to what is to follow, which 
 causes the reader to watch eagerly for the larger advertise- 
 ment. 
 
 Another type of advertisement aims to secure general pub- 
 licity rather than immediate action on a definite proposition. 
 As a rule, the name of the product and its most striking quali- 
 ties are selected and presented widely and frequently. Such 
 publicity, because of this selection, may be secured effectively 
 in a small space and many of the best small advertisements 
 are of this type. An excellent and typical advertisement of 
 this "general publicity" type is seen in the following small 
 magazine advertisement of "Le Page's Glue": 
 
 IE DAGE' 
 
 L. IGLUE T. 
 
 WILL MEND IT 
 
 It is only a half inch single column advertisement, but the 
 contrast of the white letter and the dark background makes it 
 stand out strongly and gives it unusual attention value 
 
 Advertisements of the general publicity type frequently 
 appeal to the memory by constant repetition. This is one pur- 
 pose of the use of the "catch line." See page 142. The large, 
 
i ir. 
 
 COMMERO] M. ENGLISH 
 
 pictorial magazine advertisement aims at this kind of appeal. 
 The colored chef in the ''Cream of Wheat" advertisement, the 
 "gold dust twins.'" and the name "TJneeda" become so 
 familiar by constant repetition thai they stick in the memory 
 and tend toward action through the power of suggestion. 
 
 If immediate action is desired, there is usually suggested 
 an easy way of responding to the appeal of the advertisement. 
 A return coupon is sometimes printed in the corner of the ad- 
 vertisement. Imperatives suggesting immediate action are 
 very often used. The following are a few of the more 
 common : 
 
 "Write for catalog." 
 
 "Send for free sample."' 
 
 "Let us put your name on our mailing list." 
 
 "Visit our children's department." 
 
 "Notice our window display." 
 
 "Free demonstration." 
 
 Model Advertisement. The following advertisement, taken 
 from "The Literary Digest," illustrates the three essentials of 
 effective appeal — attention, consideration, and action. 
 
 
 1 1 1 1 1 1 1 1 1 1 
 
 ■ 1 1 1 1 1 1 
 
 fttojp 
 
 EatingPens! 
 
 Few pens really wear out ; most pens are eaten up 
 by the action of the ink. That's why a common pen 
 begins to scratch and spatter the second da> — that's 
 why you need a new pen every day. 
 
 HUNT'S A 
 
 ILVERINE 
 PENS 
 
 are made by our newly discovered process — really a new metal. They defy 
 corrosion from ink and write smoothly day after day until worn out in honest 
 service. Free samples sent for 2c stamp, including our famous Ledger "X-24. 
 Pen, the most popular style. 
 
 C. HOWARD HUNT PEN CO. CAMDEN. N. J. 
 
 Makers Hunts Famous Round Pointed Pens 
 
 MODEL ADVERTISEMENT. II. U 'STRATI .VG THREE ESSENTIALS 
 
I. MOMENTARY ADVERTISING 147 
 
 Balance. The reader's instinctive art sense demands that 
 all matter within the advertisement be placed with due regard 
 to the principles of balance. If these principles are violated, 
 the appearance of the advertisement is not harmonious and 
 results in hostility or indifference toward it. 
 
 The optical center of the space is a little above the actual 
 center from top to bottom, but coincides with it from side to 
 side. Around this point is the logical location for a special 
 feature. 
 
 Balance is secured by placing the component parts of the 
 advertisement to the left and right of an imaginary vertical 
 line drawn through the optical center and above and below a 
 horizontal line drawn through the same point. 
 
 Bi-symmetrical balance is the arrangement of all display 
 lines, type blocks, illustrations, etc., in such a way that if a 
 line were drawn from top to bottom, bisecting the advertise- 
 ment, the parts on either side would be symmetrical, so that if 
 the advertisement were folded on this line the parts would be 
 superimposed on each other and would exactly coincide. See 
 illustration, page 148. 
 
 The most common melhod of securing bi-symmetrical bal- 
 ance is by centering everything that is less than the full width 
 of the space. This means that the ends of a line will be 
 equally distant from the right and left boundaries of the space. 
 
 "Felt" balance, or general balance, is the arrangement of 
 all the matter so as to give a satisfactory impression of balance 
 without haying bi-symmetrical arrangement. It is like balanc- 
 ing a pound of lead with a pound of feathers; while bi-sym- 
 metrical balance is like balancing a pound of lead with a pound 
 of Lead or a pound of feathers with a pound of feathers. Felt 
 balance is more artistic than bi-symmetrical in that it is less 
 conventional ami gives more opportunity for originality. One 
 of the most common forms of felt balance is balancing a cut 
 with a type block, as is seen in the illustration on page 149. Be- 
 cause the cut is stronger than the type block, it is able to 
 balance a block of considerably larger size. 
 
148 COMMERCIAL ENGLISH 
 
 FOOTBALL 
 
 De Pauw 
 
 vs. 
 
 Wabash 
 
 Washington Park 
 
 Next Saturday, November 10 
 
 Game Called at 2:30 
 
 Tickets now selling at Clark & Cade 
 Claypool Hotel Drug Store 
 
 BT-SYMMETRICAL BALANCE 
 Note that all the lines are centered. 
 
i : 1 . i : 1 1 1 : \ tart advertising 
 
 149 
 
 SPEED 
 
 But Nice Speed 
 
 Smart new top coats for school 
 men. Just right in "speed," 
 attractive, and yet refined. By 
 KUPPENHEIMER and other 
 good makers. 
 
 from $Jq to $35 
 
 SEE THE NEW MILITARY IDEAS 
 
 Schloss Brothers Company 
 
 STATE LIFE BUILDING 
 
 FELT BALANCE 
 
 The type block on the left balances with the cut on the right. The lines 
 
 below the "price" line are centered and are, 
 
 therefore, bi-symmetrical. 
 
150 OOMW KRCIAL ENGLISH 
 
 If a number of items are included in the space, as in a de- 
 partment store advertisement, it is customary to divide the 
 space into symmetrical blocks, so that each, in reality, becomes 
 an advertisement in itself. Such an advertisement may be 
 called a "departmentalized" advertisement. If the space is 
 thus divided, the arrangement of the various blocks of type 
 must be made with due regard for the principles of balance. 
 
 If cuts of different sizes are used opposite each other, they 
 should be so arranged that the increase of size is toward the 
 right, as we read from left to right. 
 
 Continuous Display. In addition to their use to attract 
 attention, display lines are often used throughout the adver- 
 tisement to give emphasis to the essential points. Such dis- 
 play is effective through emphasis by contrast. If the whole 
 advertisement is printed in large type, there is no display, 
 because there is no contrast. Where the display lines are 
 carried throughout the advertisement and related to each 
 other, they give a poster effect by making it possible to get the 
 gist of the advertisement at a distance, without reading the 
 smaller type detail matter. The school magazine advertise- 
 ment on page 151 shows the poster style of continuous display. 
 
 Illustrations and Pictures. While the terms illustration, 
 picture, and cut are used almost interchangeably, an illustra- 
 tion is, strictly speaking, a picture that is used to represent an 
 idea. To be effective, this idea should be comprehensible at a 
 glance, otherwise it will detract from the advertisement. 
 
 The test of a good illustration is its ability to catch the eye 
 and direct it to the point of the advertisement. 
 
 Photographs have the advantage of greater realism in 
 their favor, while drawings are to be preferred for emphasis, 
 as they contain fewer details and focus the attention on what 
 is important. Note the use of the drawing in the illustration 
 on page 152. 
 
II KMl A TARY ADVERTISING 151 
 
 The College Store 
 
 Men's Gymnasium Outfits 
 Freshmen Caps 
 
 Men's Furnishing Goods 
 
 Suits, Hats, Neckwear, 
 Underwear, Hosiery. 
 
 SMITH & SMITH 
 
 Opposite Postoffice 
 
 CONTINUOUS DISPLAY OR POSTER EFFECT 
 Tin- display lines give the gist of the thought. 
 
152 
 
 COMMERCIAL ENGLISH 
 
 Men Are Certainly Going After 
 These SILK SHIRTS 
 
 Some men were waiting for the doors to open — they kept 
 streaming in all day long. They were here at closing time. 
 You'll find assortments still great. You'll find values such 
 as you thought were a thing of the past— like 10c gasoline. 
 
 $1.95 
 
 for up to $4.00 
 SILK SHIRTS 
 
 $3-95 
 
 for up to $6.75 
 SILK SHIRTS 
 
 Odd lots, broken lots, some are slightly soiled or 
 mussed — but values ! GREAT ! 
 
 The Wm. H. BLOCK Company 
 
 ILLUSTRATION FOR ATTENTION VALUE 
 
 Note that the idea of "going after" is emphasized by the exaggeration 
 
 in the drawing. 
 
ELEMENTARY ADVERTISING 153 
 
 The use of attractive pictures for their own sake is to be 
 condemned, because they are irrelevant to the matter at hand 
 and attract a kind of attention that has no commercial value. 
 An increasing use is being made of pictures of realistic scenes 
 from every-day life, especially of childhood, which is almost 
 universal in its appeal. 
 
 Funny pictures, as a rule, have little interest value, as they 
 merely amuse and distract the serious attention of the reader. 
 Business is serious and no laughing matter. Consequently, 
 humor and business do not mix. 
 
 White Space — Black and White. The use of white space 
 in advertising is comparatively new. The old-fashioned 
 printer filled up all the vacant spaces with fleur-de-lis, acorns, 
 scroll designs, head-pieces, or tail-pieces. 
 
 White space emphasizes the type matter by contrast and 
 is often more valuable than any additional matter that could 
 be set in the space. 
 
 If white space is carried to an excess, it is a useless expense 
 to the advertiser and gives the reader the impression that the 
 advertisement has little to say. 
 
 White letters are also used on a dark background to gain 
 the same effect of emphasis by contrast. It is a device that 
 is especially effective in a small advertisement. Notice the 
 "Le Page's Glue" advertisement on page 145. 
 
 Topography. The term " topography " is used in advertis- 
 ing to describe the entire " lay-out" or "set-up" of the adver- 
 tisement. It is borrowed from geography, in which it means 
 the general arrangement of the mountains, valleys, lakes, etc., 
 that make up the surface of the earth. As applied to adver- 
 tising it requires the writer of copy to see to it that type, illus- 
 trations, border, and ornament harmonize. 
 
 Style and Size of Type. It is better for all but expert ad- 
 vertisement writers to leave the selection of type to the printer 
 
154 COMMERCIAL ENGLISH 
 
 Cheltenham Regular 
 
 6 point caps and lower case. 
 Advertising is the life of trade. 
 
 6 point caps. 
 
 ADVERTISING IS THE LIFE OF TRADE. 
 
 8 point caps and lower case. 
 Advertising is the life of trade. 
 
 8 point caps. 
 
 ADVERTISING IS THE LIFE OF TRADE. 
 
 12 point caps and lower case. 
 
 Advertising is the life of trade. 
 
 12 point caps. 
 
 ADVERTISING IS THE LIFE OF TRADE. 
 
 18 point caps and lower case. 
 
 Advertising is the life of trade. 
 
 18 point caps. 
 
 ADVERTISING IS THE LIFE OF 
 
 24 point caps and lower case. 
 
 Advertising is the life of trade. 
 
 24 point caps. 
 
 ADVERTISING IS THE LI 
 
 snow IXC Tin: RELATION OF THE SIZE OF TY?E TO TIIF. 
 
 CAPA( I'I'V of TIIK SPACE 
 
 Too much copy nui.v force the printer to use tyi>e that is too small to 
 
 have any advertising value. 
 
ELEMENTARY ADVERTISING 155 
 
 and devote all the effort to making the most effective appeal 
 possible. The present tendency is to avoid the bringing to- 
 gether of many different type faces in the same advertisement, 
 because they make one impression difficult, if not impossible. 
 Many printers are, therefore, setting whole advertisements in 
 various sizes of the same family of type face. This gives a 
 uniform tone that is pleasing and effective. 
 
 The thing for the beginner to remember constantly is that 
 the amount of copy to be set in a given space determines the 
 choice of the type in which to set it. • Since the printer is 
 expected to get everything into the space, he must select his 
 type with this in view. To show the relation of the size of 
 type to the capacity of the space, there is shown a Cheltenham 
 Regular series on page 154. A point is one-seventy-second of 
 an inch. An 18-point type would, therefore, be one-fourth of 
 an inch in height. ' ' Caps ' ' refers to capital letters, being only 
 an abbreviation. " Lower case" means small letters and is a 
 term that originated in the fact that the small letter type is 
 kept in the lower section of the printer's type case. One of 
 the most common causes of the overcrowded appearance of so 
 many of the smaller advertisements is the failure of the writer 
 of the copy to realize how much it will make when put into 
 type of readable size. 
 
 NOTES ON SPECIAL KINDS OF ADVERTISTM; 
 
 Business Cards. A business card differs from the ordinary 
 display advertisement in several respects. It is general in 
 character, in that it does not present any particular proposi- 
 tion or argument, does not quote prices, and is not seasonable. 
 It is sometimes called a "standing advertisement," in that it 
 may be inserted indefinitely without change of copy. It 
 usually contains the name of the firm, the line of business, busi- 
 ness address, office hours, telephone numbers, etc. The follow- 
 ing is a good business card. 
 
156 
 
 COMMERCIAL ENGLISH 
 
 THE SEYMOUR CO. 
 
 High Grade and Speeial 
 
 PAPERS 
 
 245-251 SEVENTH AVENUE 
 
 NEW YORK 
 
 It is to be noted that the display is a very effective use of 
 the poster style. The line of business is given the greatest 
 prominence by setting it in large, clear type. This will catch 
 the eye of the readers of the magazine who may be interested 
 in "Papers." Next in prominence is the name of the firm, 
 and least in prominence are the descriptive detail and the busi- 
 ness address at the bottom. 
 
 Classified Advertising. Classified advertising is undis- 
 played and inserted under regular heads or classifications. 
 Since all the advertisements have about equal chance for ap- 
 peal, there is no problem of constructing the advertisement in 
 such a way as to attract the attention of the reader. With the 
 question of display eliminated, all that remains to do is to write 
 the copy in condensed form, so that words will not be wasted, 
 since the charge is made on the number of words, and, at the 
 same time, to use enough words to make the thought absolutely 
 clear. 
 
elemkn :tai;v advertising 157 
 
 The following want advertisement is an especially good 
 model, as it is condensed and clear at the same time : 
 
 MALE HELP WANTED. 
 
 WANTED — A high-class man to servo 
 in the capacity of director of a large 
 service station handling one hundred 
 can of a popular make each day. Must 
 have a wide experience in mechanical 
 and electrical adjustments on motor 
 cars and in factory production work. 
 Must be a man of excellent judgment 
 and be able to handle a large number 
 of men efficiently and to tactfully take 
 care of the public. Must be a big man 
 physically as well "as mentally. A per- 
 manent, well-paying position to the 
 right party. In making application 
 state whether married or single, full 
 experience, references, salary expected, 
 weight, height, age and full details in 
 first letter. If you can not measure up 
 to these specifications do not apply. 
 Address B No. 946, Star. 
 
 Street Car Cards. The street car card is an advertisement 
 of the poster variety and should, therefore, be suggestive 
 rather than argumentative. The regulation street car card is 
 11 by 21 inches. There is room on it for about fifty words. 
 
 Letter Heads. While letter heads are not, strictly speak- 
 ing, advertisements, they do have an advertising value in that 
 they tend, if effective, to create a favorable attitude toward 
 the business firm using them. The only essentials are the name 
 of the firm, and the line and place of business. It is consid- 
 ered bad taste to give much information on the letter head. 
 Pictures of factories and also of the product, especially if in 
 colors, are condemned by those whose judgment is considered 
 good, because they tend to distract the attention from the 
 letter, which is the important thing. No matter what style of 
 Ii«;k1 is used, it should always give the appearance of being 
 secondary in importance to the letter above which it is printed. 
 The general design and arrangement should be simple, and the 
 « I •••oration, if any is used, should be restrained and dignified. 
 
158 
 
 UOMMEBCIAL RNGLI8JI 
 
 6 in. dbl. col.. 
 
 Christmas Suggestions 
 
 Chafing Dishes 
 
 ALCOHOL AND ELECTRIC 
 
 For that little party a Chafing Dish 
 is so useful, as one can arrange the 
 lunch in the presence of one's guests, 
 thereby making the party more enjoy- 
 able to all. Prices $5.00 for a 
 single dish up to $30.00 for a com- 
 plete set. 
 
 Vonnegut Hardware Co , 
 
 420 and 424 East Washington Street 
 
 FORM 1. — To be used when nil the copy may easily be placed within the 
 diagram. Note the printed advertisement' en the following ]>:ii_'<\ 
 
i:i.i:mkn"i'.uiy auvebtis so 
 
 15!> 
 
 Christmas Suggestions 
 
 ^ 
 
 Chafing Dishes 
 
 ALCOHOL AND ELECTRIC 
 
 For that little party a Chafing Dish is so useful, as 
 one can arrange the lunch in the presence of one's 
 guests, thereby making the party enjoyable to all. 
 Prices, $5 for single dish up to $30 for complete set. 
 
 Vonnegut Hardware Co, 
 
 420 and 424 EAST WASHINGTON ST. 
 
 MODEL LDVERTI8EMENT PRINTED FROM COP? <>\ I'KECEDIXG PAGE 
 
160 
 
 COMMERCIAL ENGLISH 
 
 6 in. dbl. col. 
 
 The Duntley Pneumatic Sweepers 
 
 
 Latest 
 
 Improved 
 
 Models 
 
 
 cut 
 
 
 
 A 
 $ 5.75 
 
 
 
 
 B 
 
 
 
 
 nlate 
 
 
 
 
 
 
 
 FORM 2. — To be used when tbere is too much copy for Form 1. 
 
ELEMENTARY ADVERTISING 161 
 
 The Duntley Pneumatic Sweepers 
 
 Latest Improved Models 
 
 — In our estimation the Duntley is the most 
 < fficient and economical sweeper in use today 
 at the price — 
 
 $5.75 
 
 — The revolving brush of this machine loosens the dust, lint, etc., 
 while the continuous suction is of such pulling power that every 
 particle of dirt, dust, lint and ravelings is drawn into the air- 
 tight dust compartment. 
 
 — The Duntley is as easily operated as an ordinary carpet sweep- 
 er and costs no more than the best of them. We have sold thou- 
 sands of these famous sweepers and they are proving a source of 
 satisfaction in the homes where they are used. 
 
 — $5.75 is the price — we will prepay the shipping charges. 
 
 LS Ayres &Co 
 
 MODEL AOfURgnOnra PRINTED FROM COPY ON PRECEDING PAGE 
 
163 < <>\i mki;< I LI ENGLISH 
 
 SPECIAL DIRECTIONS FOB THE PREPARATION 01 
 ADVERTISING COPY 
 
 1. Draw the diagram of the advertisement first. It is better to 
 
 use pencil, unless you are able to use ink neatly and rapidly. 1'nless 
 the advertisement is small, the diagram should be drawn the exact size 
 of the space. If the advertisement is small, the diagram may be drawn 
 two or three times the intended space, hut it should he drawn in 
 proportion. 
 
 2. Indicate above the diagram the size <>f the space. Example: 
 3 in. sing. col. 
 
 3. If the printing of the copy is done by hand, it is better to do it 
 in caps., as it is easier and more rapid than to use small letters. 
 
 4. Use a ruler, so as to get size and dimensions accurately. 
 
 5. If it is desirable to instruct the printer, cap.. 1. c. and cap. and 
 1. c. lines may be indicated in the margin. 
 
 6. If the amount of copy to go into the space will permit it. nse 
 Form 1. page 158. 
 
 7. When there is much descriptive matter, use Form L\ page 1(><>. 
 Only the display lines are printed within the diagram. The descriptive 
 matter is indicated below or on a separate sheet, letters being used to 
 indicate its proper position in the diagram. 
 
 8. While it is important that your work be neat and accurate, you 
 
 should try to develop a fair degree of speed, so as to make it of prac- 
 tical value. 
 
 EXERCISES IN ADVERTISING 
 
 1. Prepare a model want ad in which a position is offered to a high 
 school boy or girl. Let it contain about fifty words. 
 
 2. Prepare the copy for six business cards. Let each represent a 
 different line of business — a doctor, lawyer, dentist, architect. 
 
 plumber, etc. The cards, when printed in the newspaper, are to be one 
 inch single column. Make the copy twice the intended size, so as t<> be 
 able to print all the matter inside the diagram. These cards may con- 
 tain the man's name, business address, telephone Dumber, Office hours. 
 
 business specialties, etc Print all the copy in caps, according to Form 
 1. See page 158. Be careful to arrange the matter symmetrically. Do 
 
 not overcrowd the space. Leave a small margin all around. 
 
ELEMENTARY ADVERTISING 163 
 
 3. Prepare an ad the size of the type page of a standard monthly 
 magazine (5%x8) to advertise young men's or misses' clothing in 
 
 a high school or college paper. Clip a suitable illustration from a 
 newspaper or magazine and mount it in its proper place in the diagram. 
 Use a striking catch line and write in language that is likely to appeal 
 to students. 
 
 4. Prepare a full page magazine ad, advertising some food product. 
 Use bi-syminetrical balance. 
 
 ". Prepare copy for a one-inch double and a two-inch single ad. Use 
 either Form 1 or 2. as circumstances may require. These ads are 
 not to contain cuts. 
 
 «». Prepare a four-inch double column ad in which a cut is featured. 
 Use a suitable illustration, as in Exercise 3. Prepare the copy 
 according to Form 2. 
 
 7. Prepare the diagram for a special sale, department store ad, 3 col. 
 wide and 1G inches long. Divide this large space into from eight 
 
 t<> twelve smaller spaces of different sizes in a pleasing and symmetrical 
 defftgn. Print in each space, in a single line, the commodity to be ad- 
 vertised in that space. If it is necessary to use two sheets of paper, 
 draw the lines so that the two sheets may be joined together without 
 breaking their continuity. 
 
 8, Prepare an ad similar to the one required in Exercise 4. except 
 with "felt" balance. 
 
 It. Prepare an ad in which an attractive trade mark is featured. Clip 
 BUCh a trade mark from a magazine and use it in your ad. but let 
 the ad be entirely original. 
 
 10. clip an Ineffective ad not larger than a' half page from a magazine 
 and rearrange it bo as to make it effective. Dae a larger or smaller 
 ii' it seems advisable, 
 
 n. Prepare copy for an eff ec tiv e street car card. (See notes on page 
 167.) Draw the diagram one-half the actual size of the card. 
 
 12. arrange and punctuate the following copy to make .-i magazine 
 
 ad, Without illustration. Determine the size of the spaec hy the 
 
 demands <«f the copy. Dae Form 2. Write above the ad, as usual, the 
 -i/<- Intended. 
 
164 COMMERCIAL ENGLISH 
 
 "Staunton military academy an ideal home for good boys 380 
 boys from 4f> states last session largest private academy in the 
 united states hoys from 10 to 20 years old prepared for the uni- 
 versities government academies or business 1600 feet above sea- 
 level pure dry bracing mountain air of the famous shenandoah 
 valley pure mineral spring waters military training develops obe- 
 dience health and manly carriage fine shady lawns gymnasium 
 swimming pool and athletic park daily drills boys from homes of 
 refinement only desired personal individual instruction by our 
 tutorial system academy fifty-three years old new $150,000 barracks 
 full equipment absolutely fire-proof charges $360 handsome cata- 
 logue free address captain wm g kable ph d principal staunton 
 Virginia." 
 
 13. Prepare a full magazine page automobile ad that will embody as 
 many of the features of advertising you have learned as may seem 
 
 advisable. Use a picture of an automobile, clipped from a magazine, as 
 an illustration. 
 
 14. Make a collection of model ads from newspapers and magazines. 
 If note-books are used, these ads should be pasted in them and 
 
 properly labeled. The following are the kinds of ads that are to com- 
 pose the collection: 
 
 1. Harmonious and effective business card, with proper balance. 
 
 2. A good want ad of over thirty-five words. 
 
 3. An effective small ad — 3 in. sing, or under. 
 
 4. Bi-symmetrical balance. 
 
 5. "Felt" balance. 
 
 6. Effective "catch line." 
 
 7. Effective use of trade mark or picture of product. 
 
 8. Illustrative matter relevant and well arranged. 
 0. Illustrative matter related in thought to border. 
 
 10. Effective ad in several sizes of the same style of type. 
 
 11. Effective division of large space into smaller spaces. 
 
 12. Ornament relevant in thought or suggestion. 
 
 13. Effective use of white space or of black and white. 
 
REFERENCE CHAPTERS 
 
CHAPTER XIII 
 
 WORD STUDY 
 
 SUGGESTIONS ON THE USE AND SPELLING 
 
 OP ABBREVIATIONS 
 
 Use in Business Letters. The best usage forbids the ab- 
 breviation of common words in the business letter. By com- 
 mon words is meant words that have no special or technical 
 significance. "Yours" and "received" should not, therefore, 
 be written "yrs." and "reed." There are several good rea- 
 sons, among which the following should be noted : 
 
 1.. In the business letter there is no practical reason for 
 economy in the use of space. 
 
 2. The saving of time to the one who writes the letter is 
 not worth considering. 
 
 3. There is no saving of time to the one who receives the 
 letter, as it takes as long to recognize the abbreviated 
 word as it does to recognize the word when spelled out 
 in full. 
 
 4. The abbreviation of "common" words has a tendency 
 to make the letter seem blunt and, consequently, dis- 
 courteous. 
 
 Words that have a special significance in business may be 
 abbreviated freely in the business letter, without any of these 
 objections. To this class belong such words as c. o. d., f. o. b., 
 a. in., inst., etc. 
 
 The abbreviation of words indicating quantity or number, 
 l'jiL doJL, etc., is also permissible and it becomes a practical 
 ssity in tin- tabulation of orders or in the quotation of 
 prices. 
 
168 COMMERCIAL ENGLISH 
 
 The names of cities and the days of the week should not be 
 abbreviated except when used in lists, in which case, the lack 
 of space requires it. 
 
 Use in Business Papers. Entirely different is the use of ab- 
 breviations in business papers. In invoices, statements, etc., 
 they are used extensively because of the practical necessity 
 imposed by the limited space of ruled blanks. 
 
 Furthermore, many business houses use original, unauthor- 
 ized abbreviations of their own. These are justifiable because 
 they meet the demands of a practical necessity and because 
 they are readily understood by those who are intended to see 
 them. 
 
 Spelling. All authorized abbreviations are spelled with a 
 period. It should be noted that the period is a part of the 
 spelling and is not punctuation. For this reason, the abbrevia- 
 tion of "company," "street," and "Wisconsin" in the super- 
 scription on an envelope requires the use of periods, even if 
 the punctuation is omitted. 
 
 A few words, from Latin, like "per" and "via," are com- 
 monly thought of as abbreviations and they are usually listed 
 with abbreviations, but they are not abbreviated and are com- 
 plete words in their original spelling. They should not, there- 
 fore, be spelled with a period. Similarly, in "pro tern.," 
 "tern." requires a period, while "pro" does not. 
 
 Capitalization. Present usage is so unsettled and incon- 
 sistent that it is impossible to give rules for the capitalization 
 of abbreviations. In general, abbreviations directly from 
 Latin do not take capitals. Examples: e. g., i. e., etc., et al., 
 etc. English words denoting official positions are usually 
 spelled with a capital. Examples: Mgr., Agt., Pres., etc. 
 There are numerous exceptions, however. More nearly uni- 
 form is the practice of spelling the abbreviations of words in- 
 dicating number and quantity without a capital. Examples: 
 doz., gro., bx., brl., etc. In addition to these words there are a 
 large number of miscellaneous English words that are spelled 
 
WORD STUDY 169 
 
 both with and without a capital. The choice is largely a mat- 
 ter of personal preference, although there is an increasing 
 tendency to do away with the use of capital letters as much as 
 possible. In the list of abbreviations on pages 170 to 173, no 
 attempt is made to indicate a preference between a capital and 
 a small letter, so that it should be noted that usage favors the 
 latter. 
 
 The Plural of Abbreviations. Theoretically, the plural of 
 abbreviations is formed by adding " s " to the singular, as is the 
 case with most nouns. There are numerous exceptions to this 
 rule, however, because many of the plurals, if so formed, would 
 not suggest the plural of the word so well as the singular sug- 
 gests the singular. The whole matter of forming plurals is so 
 difficult that the singular form is frequently used for both 
 numbers. This is especially true of words that indicate num- 
 ber or quantity. There are often practical reasons for using 
 the one abbreviation for both singular and plural that seem 
 sufficient to amount to a justification. For instance, in making 
 a tabular list of items, if number and quantity are indicated, 
 the use of ditto marks cannot be effective unless only one form 
 of abbreviation is used for both singular and plural. Such a 
 practice seems justifiable, therefore, for practical reasons, 
 since abbreviations are used, in business papers, primarily as 
 a matter of convenience. 
 
 THE SPELLING OF ABBREVIATIONS 
 
 I 1 1 B STATES OF THE UNITED STATES 
 
 Alabama Ala. Idaho Idaho 
 
 Arizona Ariz. Illinois 111. 
 
 Arkansas Ark. Indiana Ind. 
 
 California Cal. Iowa Iowa 
 
 Colorado Colo. Kansas Kans. 
 
 Connecticut Conn. Kentucky Ky. 
 
 Delaware Del. Louisiana La. 
 
 Florida Fla. Maine Maine 
 
 Georgia Ga. Maryland Md. 
 
170 
 
 COM MERCIAL ENGLISH 
 
 Massachusetts Mass. 
 
 Michigan Mich. 
 
 Minnesota Minn. 
 
 Mississippi Miss. 
 
 Missouri Mo. 
 
 Montana Mont 
 
 Nebraska Nebr. 
 
 Nevada Nev. 
 
 New Hampshire N. H. 
 
 New Jersey N. J. 
 
 New Mexico N. Mex. 
 
 New York N. Y. 
 
 North Carolina N. C. 
 
 North Dakota N. Dak. 
 
 Ohio Ohio 
 
 < Oklahoma Okla. 
 
 Oregon Oregon 
 
 Pennsylvania Pa. 
 
 Rhode Island H. I. 
 
 South Carolina B. G, 
 
 South Dakota S. Dajfc 
 
 Tennessee Tenn. 
 
 Texas Tex. 
 
 Utah Utah 
 
 Vermont Yt. 
 
 Virginia Ya. 
 
 Washington Wash. 
 
 West Virginia W. Va. 
 
 Wisconsin Wis. 
 
 Wyoming WyO, 
 
 NOTE. — Idaho and Utah are not abbreviated. Post office authori- 
 ties do not favor the abbreviation of Iowa. Maine. Ohio, and Oregon. 
 
 months OF Tin: vk.m; 
 
 January Jan. 
 
 February Feb. 
 
 Match Mar. 
 
 April Apr. 
 
 August Aug. 
 
 NOTE. — May. June, and July should not be abbreviated 
 
 September Sept. 
 
 October Oct. 
 
 November Nov. 
 
 December Dec. 
 
 ( ; I : X KRAL BUSI NESS ABBREVI ATI ( I N 8 
 
 Acct. or acct account 
 
 Adv., adv., or ad advertisement 
 
 Agt agent 
 
 A. M. or a. m ante meridiem — before noon 
 
 Amt. or amt amount 
 
 Anon anonymous 
 
 app appendix 
 
 Assn association 
 
 Asst assistant 
 
 Atty attorney 
 
 Av. or Ave avenue 
 
 Bal. or bal balance 
 
WORD STUDY 171 
 
 brl. or bbl barrel, barrels 
 
 bdl bundle 
 
 B/L orb/1 bill of lading 
 
 Bldg building 
 
 Bro., Bros brother, brothers 
 
 bu bushel, bushels 
 
 B. Pay bills payable 
 
 B. Rec bills receivable 
 
 bx box, boxes 
 
 Cap capital letter 
 
 Capt captain 
 
 cf. confer ( compare) 
 
 chg charge 
 
 c. i. f cost, insurance and freight 
 
 Co company, county 
 
 c. o. d. or C. O. D collect on delivery 
 
 Coll. or col collect 
 
 Cr credit, creditor 
 
 cwt hundredweight 
 
 Dept department 
 
 e. g exempli gratia, for example 
 
 Esq esquire 
 
 et al et alii, and others 
 
 etc et cetera — and so forth 
 
 f. o. 1». or 1". < ). B free on board 
 
 Fol folio 
 
 ft foot, feet 
 
 gal gallon, gallons 
 
 gro gross 
 
 hhd hogshead 
 
 i. e id est — that is 
 
 in inch, inches 
 
 Inc incorporated 
 
 1 ns insurance 
 
 inst instant — this month 
 
 Int interest 
 
 Inv invoice 
 
 •F r junior 
 
 1<- keg, kegs 
 
 11» pound 
 
 1. e tower caafc — small letter 
 
 M <>r in inoridles — noon 
 
172 COMMERCIAL ENGLISH 
 
 Mdse merchandise 
 
 Messrs sirs or gentlemen 
 
 Mfg manufacturing 
 
 Mf r manufacturer 
 
 Mgr manager 
 
 misc miscellaneous 
 
 Mr Mister 
 
 Mrs Mistress 
 
 Ms. or ms manuscript 
 
 Mss. or mss manuscripts 
 
 N. B take notice 
 
 No. or no number 
 
 O. K all correct 
 
 Oz. or oz ounce, ounces 
 
 p page 
 
 Payt payment 
 
 Pd paid 
 
 per by 
 
 pk peck, pecks 
 
 pkg package, packages 
 
 P. M. or p. m post meridiem — afternoon 
 
 P. O post office 
 
 pp pages 
 
 pr pair, pairs 
 
 Pres president 
 
 pro tern temporarily 
 
 prox proximo — next month 
 
 p. S postscript 
 
 qt quart, quarts 
 
 Reed received 
 
 Rev reverend 
 
 R. R railroad 
 
 Ry railway 
 
 Sec. or Secy secretary 
 
 Shipt shipment 
 
 sq. ft square foot, square feet 
 
 Sr senior 
 
 St street, saint 
 
 Str steamer 
 
 Supt superintendent 
 
 Treas treasurer 
 
 ult ultimo, last month 
 
WORD STUDY 173 
 
 via by way of 
 
 viz namely, to-wit 
 
 vol. volume, volumes 
 
 V. Pros vice president 
 
 vs against 
 
 W/B way bill 
 
 Yd. or yd yard, yards 
 
 Y i\. yr year, years 
 
 ACADEMIC AM) HONORARY DEGREES 
 
 A. B. or B. A Bachelor of Arts 
 
 A. -M. or M. A Master of Arts 
 
 B. C Bachelor of Commerce 
 
 B. C. S Bachelor of Commercial Science 
 
 B. C. L Bachelor of Civil Law 
 
 B. D , Bachelor of Divinity 
 
 B. L. or Litt. B Bachelor of Letters 
 
 B. S. or B. Be Bachelor of Science 
 
 C. E Civil Engineer 
 
 D. D Doctor of Divinity 
 
 D. D. S Doctor of Dental Surgery 
 
 D. Litt. or Litt. D Doctor of Letters 
 
 D. V. M Doctor of Veterinary Medicine 
 
 D. S. or D. Sc Doctor of Science 
 
 E. E Electrical Engineer 
 
 II B Bachelor of Laws 
 
 I . I .. D Doctor of Laws 
 
 LL. M. or M. L Master of Laws 
 
 M B Bachelor of Medicine 
 
 If. C. H Master of Civil Engineering 
 
 M. D Doctor of Medicine 
 
 Mns. B Bachelor of Music 
 
 Hut. I) Doctor of Music 
 
 I'll. B Bachelor of Philosophy 
 
 Pl>. 1 1 Doctor of Philosophy 
 
 I'll- Q Graduate In Pharmacy 
 
 V. s Veterinary Surgeon 
 
174 COMMERCIAL ENGLISH 
 
 WORDS FREQUENTLY MISUSED BECAUSE OF A 
 CONFUSION OF THEIR MEANING 
 Ability — capacity 
 
 "Ability" implies power to do or perform; " capacity," 
 power to receive or hold ideas. Example: The boy studied 
 trigonometry to the best of his "ability," but he showed little 
 "capacity" for higher mathematics. 
 
 Act — action 
 
 "Act" refers, primarily, to a result — a thing that has 
 been done; "action," to a continuous process or a thing that 
 is being done. Example: While no specific "acts" could be 
 found to prove him dishonest, some of his "actions" looked 
 very suspicious. 
 
 Ad j acent — ad j oining 
 
 "Adjacent" means near or close to, but not in actual con- 
 tact with. "Adjoining" means actually touching or bordering 
 upon. Example: The lots in the new addition are "adjacent" 
 to the city line. The field "adjoining" the river produced a 
 heavy yield of alfalfa. 
 
 Affect — effect 
 
 To "affect" is to act upon or influence; to "effect" is to 
 cause or bring about. Example: The railroads "effected" 
 an increase in freight rates that will "affect" all the cattle 
 feeders in this state. 
 
 Alien — foreigner 
 
 An "alien" is a person of foreign birth who is not a citi- 
 zen, although a resident. A "foreigner" is a person of for- 
 eign birth who is neither a citizen nor a resident. The term 
 "foreigner" is usually applied to a person who is temporarily 
 outside his own country, or to one of another country who has 
 not yet become naturalized in the new country. Example: 
 The "foreigners" who come to America show no desire to be- 
 
WORD STUDY 17 
 
 come "aliens," for the broad freedom of our citizenship is a 
 beacon light that attracts them to our shores. 
 
 Alternative — choice 
 
 "Alternative'' implies two; "choice," more than two. Ex- 
 ample: There was only one "alternative" — borrow capital or 
 face bankruptcy. We had our "choice" of a hundred recent 
 copyrights at seventy-five cents per volume. "Choice" may 
 also refer to two, but "alternative" never to more than two. 
 "Alternative" has in it, also, the idea of a forced or more or 
 less serious choice between two things, two ideas, or two 
 courses of action. 
 
 Amateur — novice 
 
 The term "amateur" is properly applied to one who does 
 anything because of an interest in it or love for it, and not be- 
 cause of financial gain. In this he is distinguished from a 
 professional. The word does not refer, primarily, to a lack 
 of skill or experience. A "novice" is one who is just begin- 
 ning and who may later become either an "amateur" or a pro- 
 fessional. The idea emphasized by the word is that he is a 
 beginner. Example: The best pitcher on our college team was 
 barred from "amateur" athletics because he played summer 
 ball for money. I am only a "novice" at making snap shots, 
 at I have had my camera less than a month. 
 
 Among — between 
 
 "Among" is used with more than two; "between," with 
 two only. Example: "Among" the wealthy men of this city. 
 ther«- are five or six millionaire mine owners. II<' divides his 
 time about equally "between" life insurance and golf. 
 
 Appreciate — enjoy 
 
 "Appreciate"' is often used loosely for "enjoy." It means 
 -timate ;it the full worth and implies either a critical in- 
 stinct or i lenae o( value. Example: We "enjoy" the com- 
 
176 COMMERCIAL ENGLISH 
 
 pany of our friends at any time. We "appreciate" their sym- 
 pathy in times of bereavement. 
 
 Apt — likely — liable 
 
 "Apt" denotes habitual tendency; "likely," probability; 
 and "liable," unpleasant probability. Example: Most chil- 
 dren are "apt" to skip the descriptions in a novel. Those who 
 advertise judiciously are "likely" to get returns. The foot 
 ball game is "liable" to be postponed because of wet grounds. 
 
 Assert — claim — declare — state 
 
 "Assert" means to say positively, with authority. "Claim" 
 means to assert as a right or a fact that ought to be conceded. 
 "Declare" means to make known explicitly, especially in a 
 formal or public manner. "State" means to express full par- 
 ticulars, especially in a formal way. Example : He " asserted ' ' 
 his innocence of all charges preferred against him. He 
 "claimed" a right to one-half of his father's estate. The 
 drunkard "declared" his intention to lead henceforth a sober 
 life. The state's witness "stated" several facts that may 
 prove damaging evidence against the defendant. 
 
 Authentic — genuine 
 
 "Authentic" means containing only the truth. "Genuine" 
 means of unquestioned origin or authorship. Example: The 
 letter gave what was proved to be an "authentic" account of 
 the crime, but there was some doubt as to whether or not the 
 signature was "genuine." 
 
 Avocation — vocation 
 
 "Avocation" refers to an occupation outside the regular 
 calling. "Vocation" refers to the regular calling. Example: 
 My friend, Mr. Jones, finds amateur photography a very agree- 
 able "avocation." Five members of this year's graduating 
 class have chosen dentistry as a "vocation." 
 
WORD STUDY 177 
 
 Aware — conscious 
 
 " Aware" refers, primarily, to knowledge received from 
 without; "conscious," to knowledge received from within. 
 Example: The boy was "aware" of the fact that he had told 
 an untruth, but he did not seem "conscious" of any guilt. 
 
 Awkward — clumsy 
 
 "Awkward" is used to refer to movements; "clumsy," to 
 general appearance. Example: The new boy was so "awk- 
 ward" that he stumbled over an eraser and went sprawling on 
 the floor. The new style glasses may be very easy on the eyes, 
 but they are so large as to seem "clumsy." 
 
 Balance — remainder 
 
 "Balance" means that which makes equal and is used, 
 largely, as a bookkeeping term. "Remainder" means the rest 
 or that which is left over. Example : It will take fifteen dol- 
 lars to "balance" the account. You will never have much of a 
 bank account if you wait to deposit the "remainder" of your 
 month's earnings. 
 
 Beside — besides 
 
 "Beside" means by the side of; "besides" means in addi- 
 tion to. Example: The sailor lived in a cottage "beside" the 
 sea. The merchant has several pieces of property "besides" 
 his business. 
 
 Blunder — error — mistake 
 
 A "blunder" is a serious "error" or "mistake." An 
 "error" is a departure from the right. A "mistake" is doing 
 wrong for right. Example : It will take the carpenters a day 
 longer to finish the job because the boss made a "blunder." 
 The auditor found a slight "error" in the bookkeeper's 
 figures. By "mistake," I addressed her as Miss instead of 
 M rs, 
 
178 COMMERCIAL ENGLISH 
 
 Bound — determined 
 
 To be "bound" is to be held under obligations, especially 
 
 of a moral or legal character. To be " determined ' ' is to li.iv.- 
 one's mind made up. It is incorrect to say, "I am 'bound' 1<> 
 go," when the speaker means simply that he has made up his 
 mind to go. Example: I am "bound" by my promise to buy 
 a copy of the book. I am "determined" to be more careful 
 about making promises hereafter. 
 
 Buy — patronize 
 
 "Patronize" is often loosely used for "buy." To "buy" 
 means simply to purchase, while to "patronize" means to act 
 as a patron toward, to support, or aid. Example: We 
 "bought" many things at the bazaar that we did not really 
 need in order to "patronize" the good cause. 
 
 Can — may 
 
 "Can" denotes ability to do; "may," possibility or per- 
 mission. I "may" go to Chicago next week, if I "can" make 
 my plans work out right. 
 
 Character — reputation 
 
 "Character" is what one really is, and "reputation" only 
 what he is thought to be. Example: His enemies have suc- 
 ceeded in besmirching his "reputation," but his sterling 
 "character" will soon be seen in a true light. 
 
 Comprehend — understand 
 
 The distinction between these two words is rather slight, 
 but it is observed by those who are careful and discriminating 
 in their use of English. "Comprehend" means to grasp the 
 meaning of and .usually implies deeper thought than "under- 
 stand," which means simply to know that which is rather 
 easily received by the mental faculties. Example: I "under- 
 stand" what you propose to do. but I do not "comprehend" 
 your motives. 
 
WORD STUDY 179 
 
 Couple — pair 
 
 "Couple" is usually used to refer to two persons or things 
 that are thought of as being together, but not necessarily 
 alike ; as, a "couple" at a dance. "Pair" refers to two things 
 that belong or are used together or to one thing with two com- 
 plementary parts; as, a "pair" of gloves or a "pair" of 
 scissors. 
 
 Credible — creditable 
 
 "Credible" means worthy of belief; "creditable," entitled 
 to respect. Example: It hardly seems "credible" that he 
 could make such a "creditable" showing in the civil service 
 examination with so little time for preparation. 
 
 Custom — habit 
 
 • Custom" refers merely to the outward fact of repetition: 
 "habit." to the inward tendency to repeat, which becomes a 
 part of the personality or character of an individual. Exam- 
 Mi.-: It is his "custom" to spend at least one evening of the 
 week in the library. He has contracted a nervous "habit" of 
 twitching his eye-lids when trying to recall something that he 
 has forgotten. 
 
 Customer — patron 
 
 See "buy" and "patronize." 
 
 Directly — immediately 
 
 "Directly" means in a straight or direct manner; "im- 
 mediately*' means at once. Example: We will ship the goods 
 "directly" to you. means either by the most "direct" route 
 or that no other person or firm comes between the consignor 
 and the consignee. We will ship the goods "immediately" to 
 \(»u means that they will be shipped without delay. 
 
 Discover — invent 
 
 "Discover" means to find that which already exists; "in- 
 vent " means to create. Example: Coal has been "discovered" 
 
180 COMMERCIAL ENGLISH 
 
 on the Johnson farm. A process has been "invented" whereby 
 rubber is being made from milkweed. 
 
 Enough — plenty 
 
 "Plenty" means "enough" and to spare — abundance. Ex- 
 ample: We have raised "enough" potatoes for our own use. 
 We have raised "plenty" of potatoes, so that we will have 
 some to sell. 
 
 Expect — suspect 
 
 "Expect" means to await; "suspect," co suspicion. Ex- 
 ample: We "expect" our friends on the noon train. I "sus- 
 pect" that he is living beyond his means. 
 
 Emigrate — immigrate 
 
 "Emigrate" means to go from a country; "immigrate," to 
 go into a country. Example: Some of our foreign-born citi- 
 zens are "emigrating" to South America. The Hungarians 
 are "immigrating" to the United States in large numbers. 
 
 Excuse — pardon 
 
 There is only a very slight distinction in the use of these 
 words now, possibly because the expressions "excuse me" and 
 "pardon me" are used interchangeably. "Excuse" means to 
 overlook a less serious offense than "pardon" would imply. 
 Example: "Excuse" my errors and "pardon" my sins. 
 
 Expect — suppose 
 
 To "expect" is to await or look forward to; to "suppose" 
 is to have an opinion. Example: I "suppose" the workmen 
 "expect" to be paid on Saturday night. 
 
 Fewer — less 
 
 The former applies to number ; the latter, to quantity. Ex- 
 ample: We have raised "fewer" chickens this year, as we have 
 had "less" time to give to them. 
 
WORD STUDY 181 
 
 Farther — further 
 
 "Farther" applies to actual distance in space; "further," 
 to quantity, degree or relative progress. Example: We did 
 not not carry our lunch boxes "farther," as we had no "fur- 
 ther" use for them. 
 
 Fix — mend — repair 
 
 The distinction between these words is very slight and not 
 commonly observed. "Fix" means to set or place in order, 
 to adjust, or prepare. The carpenter "fixed" the loose hinge 
 (it being necessary only to tighten it). "Mend" means to re- 
 store to soundness that which is broken or torn, but not by 
 the addition of new material, which idea is properly reserved 
 for "repair" and constitutes the chief difference in meaning 
 between the two words. Example: Mother "mended" the 
 snag in my sleeve. The county will "repair" the road be- 
 tween the school-house and the creek. 
 
 Hardly — scarcely 
 
 "Hardly" relates to effort; "scarcely," to quantity. Ex- 
 ample: Baby is so sleepy he can "hardly" keep his eyes open. 
 There were "scarcely" enough peas on the vines for a good 
 mess. 
 
 Happen — transpire 
 
 "Happen" means to occur by chance or without previous 
 design. "Transpire" means to emerge from secrecy, to be 
 found out by accident, to leak out. Example: I "happened" 
 to find a half dollar on the mantle shelf, although I thought 
 there was not a cent in the house. It "transpired" during the 
 bookkeeper's vacation that he had been embezzling the funds 
 of the company. 
 
 Healthful— healthy 
 
 "Healthful" means that which is conducive to health; 
 "healthy," that which has health, is sound, well. The word 
 "wholesome" is a synonym of "healthful" and is preferred 
 
182 COMMERCIAL ENGLISH 
 
 when speaking of food. Example: The bracing, mountain air 
 makes this a "healthful" place to spend a summer vacation. 
 We must be more careful of our habits of eating and sleeping, 
 if we would have ' ' healthy ' ' bodies. 
 
 Hanged — hung 
 
 Good usage prefers "hanged" to "hung" in referring to 
 putting to death on the gallows. Example: The prisoner was 
 "hanged" at daybreak. 
 
 In — into 
 
 "In" expresses place where; "into," entrance. Example: 
 We picked a bouquet "in" the garden before going "into" 
 the house. 
 
 Learn — teach 
 
 "Learn" means to acquire knowledge; "teach," to impart 
 knowledge. Example: The pupils are "learning" so rapidly 
 that we will have time to "teach" them several things in addi- 
 tion to the prescribed work. 
 
 Like — love 
 
 "Like" means to enjoy or be fond of; "love," to have 
 strong attachment or affection for. The former is usually ap- 
 plied to things and the latter to persons. Example: I "like" 
 to spend a rainy day rummaging through an old trunk in the 
 attic. I "love" the old, familiar scenes of my boyhood days. 
 
 Last — latest 
 
 "Last" means final, after all others; "latest," that which 
 is nearest the present time, but not necessarily final. Example : 
 We have enjoyed his "latest" novel and hope it may not be 
 his "last." 
 
 Majority — most 
 
 Use "majority" to apply to persons only. "Most" may 
 apply to things as well as persons. Example: The "majority" 
 of the class favor the second proposition. "Most" of the 
 stores close at five-thirty in the summer time. 
 
WORD STUDY 183 
 
 Neglect — negligence 
 
 "Neglect" is the particular act; "negligence," the habit. 
 Example: I "neglected" to wind my watch last night and 
 found it stopped this morning. The shipping clerk was dis- 
 charged because of continual "negligence" of duty. 
 
 0— oh 
 
 "O" is the sign of the vocative case. "Oh" is the interjec- 
 tion. "O" is also used now as an interjection, especially in 
 poetry. Example : " 0, " John, you forgot the letter ! " Oh ! " 
 it is five minutes aften ten. 
 
 Partially — partly 
 
 "Partially" means in a partial manner; "partly" means 
 in part. Example: The banker divided his estate very "par- 
 tially" between his two sons and almost ignored his daughter. 
 The weather forecast is, " 'partly' cloudy." 
 
 Party — person 
 
 "Party" does not designate a "person," except in legal 
 phraseology. Example: Here comes the "person" I am 
 waiting to see. He is the other "party" in the case. 
 
 Pay — settle 
 
 "Pay" means to discharge a debt, while "settle" means to 
 adjust the account by coming to terms that are satisfactory to 
 all parties concerned or, at least, acceptable. Example: He 
 "paid" the balance due on the account in full to date. The 
 bankrupt merchant "settled" with his creditors at sixty cents 
 on the dollar. 
 
 Quite — very 
 
 "Quite" means completely, entirely, while "very" means 
 only to a high degree. Example: He was then "quite" well 
 and able to leave the hospital. This has been a "very" beau- 
 tiful day. 
 
184 COMMERCIAL ENGLISH 
 
 Recollect — remember 
 
 "Recollect" means to bring again to mind the details of a 
 whole. "Remember" is to bring to mind a whole that is not 
 made up of details. Example : I "recollect" the events of my 
 first day at school. I "remember" the date of the "Missouri 
 Compromise. ' ' 
 
 Raise — rear 
 
 "Raise" is used in speaking of animals, vegetables, grain, 
 etc. ' ' Rear ' ' is used in speaking of children. Example : Some 
 farmers are more careful about how they "raise" their hogs 
 than they are about how they "rear" their children. 
 
 See — witness 
 
 "See" means merely to recognize or be aware of through 
 the sense of sight. "Witness" means to observe in such a way 
 as to be able to give testimony. Example : I " saw ' ' my first 
 robin this morning. I "witnessed" the conductor's insulting 
 conduct. 
 
 Say — state 
 
 There is about the same difference between these two words 
 as there is between see and witness. "Say" means to utter, 
 while ' ' state ' ' means to utter in a formal way. Example : He 
 "said" he was feeling much better. He "stated" his case be- 
 fore the jury. 
 
 Stay — stop 
 
 "Stay" means to remain. "Stop" means to cease moving. 
 Example: He is "staying" (not stopping) at the Metropoli- 
 tan Hotel. The car will "stop" on the near side of the street. 
 
 SIMPLE SPELLING RULES 
 Rule I — Monosyllables, and polysyllables accented on the 
 last syllable, ending in a single consonant preceded by a single 
 vowel, double the final consonant before a suffix beginning with 
 a vowel. Example: plan, planning; transfer, transferring. 
 
WORD STUDY 
 
 185 
 
 Rule II — Polysyllables not accented on the last syllable, 
 ending in a single consonant preceded by a single vowel, do not 
 double the final consonant before a suffix beginning with a 
 vowel. Example : develop, developing ; answer, answering. 
 
 Rule III — A final silent e is dropped before a suffix begin- 
 ning with a vowel. Example: plane, planing; produce, pro- 
 ducing. 
 
 A SELECTED WORD LIST FOR SPELLING DRILL 
 
 official 
 
 mortgage 
 
 aloud 
 
 amateur 
 
 routine 
 
 remain 
 
 allowed 
 
 business 
 
 parallel 
 
 stopped 
 
 allege 
 
 debtor 
 
 ■en i< cable 
 
 recollect 
 
 effect 
 
 camera 
 
 secretary 
 
 debris 
 
 anxiety 
 
 autumn 
 
 notary 
 
 answer 
 
 banquet 
 
 apparel 
 
 utilize 
 
 convertible 
 
 beginning 
 
 chemical 
 
 reference 
 
 perceive 
 
 excellent 
 
 analysis 
 
 volume 
 
 advance 
 
 circuit 
 
 apparatus 
 
 column 
 
 aught 
 
 fatigue 
 
 anticipate 
 
 surprise 
 
 persuasion 
 
 accommodate 
 
 compressible 
 
 unconscious 
 
 assets 
 
 authorize 
 
 definite 
 
 yield 
 
 leisure 
 
 laboratory 
 
 feasible 
 
 practical 
 
 counterfeit 
 
 nephew 
 
 commercial 
 
 practicable 
 
 beneficial 
 
 height 
 
 preference 
 
 unanimous 
 
 announcement 
 
 gallon 
 
 preparation 
 
 voluntary 
 
 perpetual 
 
 ninety 
 
 niece 
 
 magazine 
 
 design 
 
 gymnasium 
 
 knowledge 
 
 sensible 
 
 candidate 
 
 movable 
 
 jurisdiction 
 
 ought 
 
 adventure 
 
 proceeds 
 
 conscience 
 
 noticeable 
 
 clientele 
 
 procedure 
 
 hyphen 
 
 mischief 
 
 commission 
 
 majority 
 
 generally 
 
 narrative 
 
 assign 
 
 legitimate 
 
 inspection 
 
 till 
 
 discernible 
 
 physique 
 
 influence 
 
 until 
 
 correspondence 
 
 campaign 
 
 salary 
 
 phonogrs.pl) 
 
 e. inference 
 
 possession 
 
 additional 
 
 suing 
 
 bargain 
 
 l»;i -sage 
 
 wield 
 
 trivial 
 
 cylinder 
 
 pneumonia 
 
 mischievous 
 
 neutral 
 
 annually 
 
 advantageous 
 
 mileage 
 
 privilege 
 
 circular 
 
 familiar 
 
 (milage) 
 
186 
 
 COMMERCIAL ENGLISH 
 
 transient 
 
 association 
 
 similar 
 
 conscious 
 
 physical 
 
 fulfill 
 
 customer 
 
 efficient 
 
 preferable 
 
 envelope 
 
 attempt 
 
 recommend 
 
 representative 
 
 attachment 
 
 coming 
 
 brokerage 
 
 skil(l)ful 
 
 beneath 
 
 accountant 
 
 forfeiture 
 
 transmission 
 
 infallible 
 
 illustrate 
 
 foreigner 
 
 truly 
 
 endeavor 
 
 exercise 
 
 exhibition 
 
 suffice 
 
 credible 
 
 collectible 
 
 bankruptcy 
 
 standardization 
 
 remainder 
 
 meter 
 
 blamable 
 
 summary 
 
 pursuit 
 
 exhibitor 
 
 creditor 
 
 transferable 
 
 competition 
 
 affidavit 
 
 ability 
 
 telephone 
 
 government 
 
 benefited 
 
 expansion 
 
 totally 
 
 syllable 
 
 program 
 
 character 
 
 ridge 
 
 possible 
 
 resolution 
 
 appraiser 
 
 telegram 
 
 usually 
 
 divide 
 
 grammar 
 
 terminal 
 
 symmetrical 
 
 comprehend 
 
 emigrate 
 
 succeed 
 
 synopsis 
 
 practice 
 
 courteous 
 
 license 
 
 regulate 
 
 achievement 
 
 possess 
 
 oblige 
 
 partial 
 
 discern 
 
 suffrage 
 
 manufacture 
 
 substitute 
 
 mechanical 
 
 criticise 
 
 substantial 
 
 process 
 
 committee 
 
 accurate 
 
 tenant 
 
 remittance 
 
 barrel 
 
 whether 
 
 reducible 
 
 receive 
 
 different 
 
 mucilage 
 
 speculator 
 
 proficient 
 
 eighth 
 
 dispatch 
 
 miscellaneous 
 
 angle 
 
 cablegram 
 
 disappoint 
 
 planing 
 
 anxious 
 
 bulletin 
 
 eccentric 
 
 planning 
 
 repeal 
 
 attendant 
 
 debut 
 
 symptom 
 
 weather 
 
 chauffeur 
 
 awkward 
 
 Wednesday 
 
 campaign 
 
 assignee 
 
 bought 
 
 plumber 
 
 altogether 
 
 apportionment 
 
 duplication 
 
 systematically 
 
 compulsory 
 
 applause 
 
 convince 
 
 repetition 
 
 bankrupt 
 
 creditable 
 
 liquid 
 
 peculiar 
 
 account 
 
 balance 
 
 custom 
 
 warrant 
 
 auction 
 
 February 
 
 chandelier 
 
 seize 
 
 corporation 
 
 solicit 
 
 necessity 
 
 municipal 
 
 blunder 
 
 against 
 
 maintain 
 
 principal 
 
 necessary 
 
 responsible 
 
 antedate 
 
 principle 
 
 auditorium 
 
 experience 
 
 edge 
 
 immigrate 
 
 coupon 
 
 language 
 
 altitude 
 
 scenery 
 
 all right 
 
 inquisitive 
 
 hospitable 
 

 WORD STUDY 
 
 
 linoleum 
 
 designer 
 
 assumption 
 
 education 
 
 preparatory 
 
 difference 
 
 guardian 
 
 flexible 
 
 schedule 
 
 courtesy 
 
 indispensable 
 
 assessment 
 
 stationary 
 
 develop 
 
 indivisible 
 
 lieutenant 
 
 stationery 
 
 affect 
 
 independent 
 
 judicial 
 
 plaid 
 
 apprehension 
 
 gratis 
 
 expel 
 
 partial 
 
 abatement 
 
 considerable 
 
 mediaeval 
 
 telegraph 
 
 circumference 
 
 technical 
 
 (medieval) 
 
 portable 
 
 arguing 
 
 misspelled 
 
 horizontal 
 
 opponent 
 
 creditor 
 
 negotiable 
 
 interval 
 
 superintend 
 
 aisle 
 
 journal 
 
 precede 
 
 model 
 
 franchise 
 
 thermometer 
 
 forcible 
 
 phrase 
 
 embarrass 
 
 sacrifice 
 
 adjacent 
 
 optimism 
 
 authentic 
 
 compromise 
 
 rehearsal 
 
 village 
 
 disfranchise 
 
 bonus 
 
 feign 
 
 salable 
 
 acceptance 
 
 advertise 
 
 argue 
 
 vacancy 
 
 grease 
 
 foreign 
 
 twelfth 
 
 success 
 
 inaugurate 
 
 extension 
 
 overhaul 
 
 petition 
 
 auctioneer 
 
 invoice 
 
 losing 
 
 neutralize 
 
 eliminate 
 
 curtain 
 
 construction 
 
 preferred 
 
 encyclopedia 
 
 deficit 
 
 corruptible 
 
 unique 
 
 commendable 
 
 exaggerate 
 
 speech 
 
 scheme 
 
 changeable 
 
 engineering 
 
 forfeit 
 
 knack 
 
 constitution 
 
 illegible 
 
 clerical 
 
 occurrence 
 
 thorough 
 
 nuisance 
 
 explicit 
 
 rectify 
 
 assignment 
 
 immediately 
 
 deducible 
 
 rinse 
 
 discussion 
 
 coliseum 
 
 advise 
 
 penalty 
 
 competition 
 
 tariff 
 
 initial 
 
 patronage 
 
 maintenance 
 
 facsimile 
 
 messenger 
 
 profession 
 
 drawee 
 
 referring 
 
 annulment 
 
 preparation 
 
 discipline 
 
 finally 
 
 apparently 
 
 receiver 
 
 cordially 
 
 auditor 
 
 excel 
 
 moderate 
 
 authority 
 
 collector 
 
 collateral 
 
 synonym 
 
 acknowledge 
 
 visible 
 
 chief 
 
 veto 
 
 beautiful 
 
 disputable 
 
 forty 
 
 profitable 
 
 defensible 
 
 discover 
 
 address 
 
 divisible 
 
 catalog (logue) 
 
 lens 
 
 accumulate 
 
 proprietor 
 
 spoonfuls 
 
 digestible 
 
 acquittal 
 
 combustible 
 
 bureau 
 
 administrator 
 
 accrue 
 
 avoirdupois 
 
 comprehensible 
 
 sieve 
 
 gauge 
 
 187 
 
188 
 
 COMMERCIAL ENGLISH 
 
 permissible 
 
 facilitate 
 
 hoping 
 
 fallible 
 
 ceremony 
 
 commission 
 
 recorder 
 
 average 
 
 avocation 
 
 essential 
 
 freight 
 
 grateful 
 
 restaurant 
 
 bouquet 
 
 calendar 
 
 surname 
 
 actuary 
 
 prove 
 
 anniversary 
 
 beginner 
 
 supersede 
 
 superintendent 
 
 existence 
 
 plausible 
 
 attorney 
 
 occasional 
 
 receipt 
 
 anonymous 
 
 separate 
 
 attention 
 
 souvenir 
 
 respectfully 
 
 destructible 
 
 occurred 
 
 dictionary 
 
 in ininmm 
 
 adjustment 
 
 piece 
 
 accede 
 
 agreeable 
 
 apparent 
 
 receivable 
 
 already 
 
 permissible 
 
 conscientious 
 
 accuracy 
 
 defendant 
 
 judgment 
 
 dimension 
 
 acknowledgment 
 
 division 
 
 determined 
 
 amanuensis 
 
 caught 
 
 appropriation 
 
 ledger 
 
 currency 
 
 apiece 
 
 celling 
 
 alphabet 
 
 endorse 
 
 elementary 
 
 antecedent 
 
 Christmas 
 
 impression 
 
 label 
 
 appointment 
 
 exclusion 
 
 amendment 
 
 guarantee 
 
 misdemeanor 
 
 abbreviate 
 
 subscribe 
 
 forgery 
 
 circumference 
 
 analyze 
 
 payable 
 
 propriety 
 
 ad valorem 
 
 invincible 
 
 gradually 
 
 specification 
 
 again 
 
 vicinity 
 
 exceed 
 
 level 
 
 captain 
 
 indictment 
 
 exhaust 
 
 equitable 
 
 describe 
 
 facility 
 
 except 
 
 legible 
 
 luncheon 
 
 illustrate 
 
 error 
 
 dialogue 
 
 elevator 
 
 audible 
 
 relieve 
 
 aunt 
 
 admissible 
 
 running 
 
 judicial 
 
 proceed 
 
 weigh 
 
 believe 
 
 B8JB 
 
 development 
 
 accessible 
 
 abandonment 
 
 eligible 
 
 menu 
 
 inquiry 
 
 accept 
 
 defense (ce) 
 
 esquire 
 
 liquidate 
 
 injurious 
 
 
 WORD 
 
 DIVISION 
 
 
 Purpose. To preserve a margin of even fair regularity on 
 the right hand side of a business letter, or any other composi- 
 tion, it often becomes necessary to divide a word and put a 
 part of it on the following line. Such divisions cannot be 
 made at random, for the division of the word, unless properly 
 made, will make it puzzling to the reader. The writer's aim, 
 in word division, is to make it easy for the reader to recognize 
 
WORD STUDY 189 
 
 the word while passing from the end of one line to the begin- 
 ning of the next. 
 
 Syllabication. A word has as many syllables as it has pro- 
 nounceable vowel sounds. The word ''bulletin," for instance, 
 has three syllables, because it has three pronounceable vowel 
 sounds. The word "bureau" has only two syllables, because 
 the four vowels represent only two vowel sounds. The word 
 "niece" has only one vowel sound and, hence, should not be 
 divided. 
 
 Grouping. In dividing words of two or more syllables, the 
 problem is to determine to which vowel, a consonant, or group 
 of consonants, belongs. The general principle is to divide and 
 group the consonants with the vowels in such a way as to 
 enable the reader to recognize the word in its correct pro- 
 nunciation, while passing from the end of one line to the begin- 
 ning of the next, without having to go back and reconstruct it. 
 For example, "part" would naturally pass over to "ly" to 
 indicate "partly," but "part" would not pass over to "ially" 
 to indicate "partially" because, in that word, the "t" goes 
 with the "ially," since "t" depends upon the following vowels 
 for its "sh" sound. A thorough knowledge of this one prin- 
 ciple alone would enable the student to divide many words cor- 
 rectly, bu1 he will find the following rules, governing prac- 
 tically every possible case, of great value, if he masters them, 
 so that he can use them without conscious effort: 
 
 RULE I 
 
 A cniisoiiMiit should Dot be separated from a vowel on which it de- 
 pends \;,y its pronunciation. Specifically, c or g should not he separated 
 from I following c i. or y. mi which they depend for their soft sound; 
 «•. t. and s should not be separated from a following imi. ions, ions, ial, or 
 lent, on winch the? depend for an sh or sh sound. Example: wa-ges, 
 pre-dona, aa-tton, man-atona, patient. 
 
 RULE ii 
 
 Divide an BngHrii derivative between the stem and the termination, 
 ■t when it would violate Rule I. If the final consonant is doubled 
 
190 COMMERCIAL ENGLISH 
 
 because of the termination, the added consonant goes with the termina- 
 tion. Example: quick-ly, honest-ly, wind-y, but oun-ces, placing, plan- 
 ning, blur-red. 
 
 RULE III 
 A short accented vowel, preceding a single consonant or an insep- 
 arable group of consonants requires the consonant or inseparable group 
 to complete the syllable. Example: prod-uct, wag-on, trink-et, pocket. 
 
 RULE IV 
 A long vowel or a short unaccented vowel in such a position, closes 
 the syllable and gives the consonant or consonant group to the following 
 syllable. Example: long vowel — mu-ral, pro-duce; short vowel, un- 
 accented — di-vide, mi-rage. 
 
 RULE V 
 
 Consonants not forming an inseparable group between vowels are 
 divided. Example: ves-sel, men-tal, daugh-ter, neigh-bor. 
 
 RULE VI 
 
 Double vowels between consonants, or vowels not forming a dip- 
 thong, are divided. Example: co-operate, zo-ology, re-instate. 
 
 RULE VII 
 
 Compound words are divided into their component parts. Example: 
 news-paper, motor-driven, stock-keeper, other-wise. 
 
 NOTE. — Rule I always takes precedence over all other rules. 
 
 CONDENSED SUMMARY OF RULES 
 
 I. Consonants affected by following vowel. 
 
 II. English derivatives. 
 
 III. Short accented vowels. 
 
 IV. Short unaccented vowels; long vowels. 
 V. Consonants between vowels. 
 
 VI. Double vowels between consonants. 
 
 VII. Compound words. 
 
WORD STUDY 191 
 
 EXERCISES 
 
 1. Report all the cases of word division in the first fifty pages of 
 this book that come under Rules I, II, and III. 
 
 2. Report all cases that come under IV, V, VI, and VII. 
 
 3. Write five original examples for each of the seven rules. 
 
 4. Divide each of the following two-syllable words according to the 
 rules and indicate, in each case, which rule applies. Example: 
 
 ap-ple — V. Traction, heater, repaid, retail, value, purchase, therefore, 
 active, profits, contest, charges, parcel, records, prepay, basket, system, 
 checking, statement, amount, series, station, schedule, payment, prices, 
 success. 
 
 5. Divide the following words of more than two syllables into all pos- 
 sible divisions, indicating with each syllable, the number of the 
 
 rule that applies. Example: immediately: im-V — me-IV — di-VI — ate-II 
 — ly. Manufacture, commercially, emergency, technically, conversa- 
 tion, practicability, concentrating, requisition, correspondence, reorgan- 
 ization. 
 
CHAPTER XIV 
 
 THE USE OF CAPITAL LETTERS AND 
 PUNCTUATION MARKS 
 
 CAPITAL LETTERS 
 
 A capita] letter is used : 
 
 1. At the beginning of every new sentenee. Example: We went 
 to the fair in the morning. In the evening we were invited out to 
 dinner. 
 
 2. In spelling proper nouns, including: (a) names of persons. 
 places, rivers, oceans, and ships; (b) names of the days of the week 
 and months of the year, hut not of the seasons, except when personi- 
 fied; (c> nouns denoting kinship, used with or without the person's real 
 name, except when preceded by a possessive pronoun or the definite or 
 Indefinite articles; (d) names of events of historical importance. 
 Examples: (a) George Roberts, Chicago, Colorado Etiver, Atlantic Ocean, 
 The Olympic: (b) Tuesday. Friday, April, September — but spring, sum- 
 mer, etc.; (c) Aunt Julia. Uncle — hut my uncle, a father, the grand- 
 mother: (d) French Revolution. Battle of Waterloo, Civil War. etc. 
 
 3. To begin a proper adjective. Example: Boasting is said to 
 l.e an American weakness. [NOTE. — In spelling the names of the 
 studies in a school or college course. spell only the names of languages, 
 really proper adjectives, with capital letters. Example: John elected 
 KngHflh, French, history, and civics for next semester. In the case of 
 a tabulated list, an exception is made and all subjects should be capital- 
 ized.] 
 
 4. To begin the words north, south, east, and west, when they 
 refer to sections of the country, but not when they refer to direction. 
 Example: He always goes west for the winter. He owns a large 
 cattle-ranch in the West 
 
 5. To begin mime- referring to the Deity or pronouns referring to 
 them. Example: God, Jehovah, .h-sus Christ Put your trust in Him, 
 
 192 
 
CAPITAL LETTERS AND PUNCTUATION 193 
 
 6. To begin the first word of a direct quotation. Example: The 
 old proverb says, "Birds of a feather, floek together." 
 
 7. To begin a noun that is personified. Example: The angry 
 Tempest gathered the waves in his arms and hurled them upon the rock- 
 bound coast. 
 
 TERMINAL PUXCTUATIOX 
 
 THE PERIOD 
 A period is used: 
 
 1. At the end of a declarative or imperative sentence. Example : 
 It will rain tomorrow. Please hand in your home work at the close of 
 the hour. 
 
 2. After an abbreviation. Example : Boston, Mass. ; 20 bbl. 
 Flour; Rev. A. B. Porter, etc. 
 
 3. After figures and letters used to number chapters, paragraphs, 
 problems, etc. Example: Chapter XXIV.; B. Our second proposi- 
 tion is — (this being the first sentence of a new paragraph) ; 7. If A can 
 do a piece of work in 10 days and B — (this being the first line of a 
 problem in arithmetic). [NOTE. — A period was formerly used after the 
 title of a book, but there is a growing tendency in present-day usage 
 to omit it.] 
 
 Tin: QUESTION mark 
 A question mark is used: 
 
 1. At the end of a direct question. Example. Who was the 
 author of "The Bagged* Man'.'" [NOTE.— It will be seen from this 
 illustration that if the last word in the question requires a quotation 
 mark after it. the question mark is put inside the quotation mark, al- 
 though logically it belongs after it. This is done arbitrarily for a better 
 typographicaJ effect The same usage holds true of the other terminal 
 punctuation marks — the period and the exclamation point.] 
 
 2. At the end of .-i sentence that Is declarative In form, but inter- 
 rogative In Intention, Example: Ion made every effort to get to school 
 on time? 
 
 !o Indicate dOUM OX express irony. It will be seen that in these 
 
 . the question mark Is need as an Interna] rather than as a ter- 
 minal punctuation mark. Example: <>n the l.'th of December (?) I 
 *.;iu- your s,,n in n».\\- York. The Senior class president looked very 
 dignified (?) In his ihirl sleeves, stirring lemonade. 
 
194 COMMERCIAL ENGLISH 
 
 THE EXCLAMATION POINT 
 An exclamation i>oint is used: 
 
 1. At the end of an exclamatory sentence. Example : What a fint 
 place to eat a picnic lunch! 
 
 2. After exclamatory words and phrases. Example: Stop! look! 
 listen! Was that lightning and thunder? 
 
 3. To express irony, sarcasm, or contempt. Example: Well, I 
 like that! It's a fine chance I have! And you didn't even offer her a 
 seat! 
 
 INTERNAL PUNCTUATION MARKS 
 
 THE COMMA 
 
 A comma id used: 
 
 1. To separate from each other, words, phrases, or clauses used in 
 a series in which there is the omission of one or more connectives. Ex- 
 ample : The children brought potatoes, apples, onions, and canned fruit 
 for the Thanksgiving donation to the poor. In his letters, in his books, 
 in all his business papers, he uses uniformly excellent penmanship. I 
 know that he tries, that he works hard, that he does his very best. 
 [NOTE. — There is a difference of opinion, with argument on both sides, 
 as to whether a comma should be used before "and" when it is used 
 between the last two members of a series. The best usage seems to 
 favor the use of the comma before "and" on the ground that the comma 
 between the other members of the series is used to indicate separation 
 rather than the omission of "and" and that the idea of separation is 
 still present even when "and" is not omitted. Furthermore, there are 
 cases in which the omission of the comma before "and" at the close of 
 the series might leave the thought in doubt. Example : Question — 
 What did you have for lunch today? Ans. — I had soup, corn, pork. and 
 beans; or, I had soup, corn, pork and beans. The first statement means 
 that pork and beans were separate dishes; the second might mean that 
 they were one dish. Whether the student uses the comma before "and" 
 or omits it. he should be careful to keep his punctuation consistent by 
 
 Cging only one system. | 
 
 2. To separate from the rest of the sentence, words, phrases, and 
 clauses used parenthetically. Example: Strikes are, indeed, not al- 
 ways conducted in the interests of the strikers, lie comes, on Friday, 
 
CAPITAL LETTERS AND PUNCTUATION 195 
 
 at ten o'clock. His money, if he ever had any money, will not buy 
 back his good name. 
 
 3. To separate from the rest of the sentence, words, phrases, and 
 clauses used appositively. Example: Geiger, the furrier, has gone to 
 Toronto on a business trip. Lee, the great Confederate general, was a 
 true patriot The statement, that man was created of the dust of the 
 earth, is good science as well as good poetry. 
 
 4. After introductory phrases and clauses, except when they are 
 short and closely related to the words that follow. Example: Having 
 left my umbrella at home, I was forced to pay the penalty by walking 
 three squares in a pouring rain. When my partner returns from the 
 East, I will send you a check for the full amount. But — On Sunday I 
 always go to visit my parents. 
 
 5. To separate the members of a compound sentence when they 
 are comparatively short and simple. Example: I have eyes, I see, I 
 know. He plays well, but he is a little too slow. 
 
 6. To set off from the rest of the sentence, a non-restrictive 
 relative clause. Example: Restrictive — Bread that is half-baked is 
 not fit for food. Non-restrictive — Bread, which is the "staff of life," is 
 to be found on every American table. 
 
 7. To separate from the rest of the sentence, words or phrases 
 used in direct address. Example: William Charles, how old are you? 
 As many as favor the motion, please rise. 
 
 8. To separate from the rest of the sentence, phrases and clauses 
 which are remote from the words they modify. Example : The fresh- 
 man was up on the third floor, looking for the elevator. There is not a 
 boy in this class, who could not improve his penmanship. 
 
 9. To indicate the omission of a verb. Example : Charles goes 
 to school 35 ; Henry, to school 55. 
 
 10. To introduce a quotation consisting of a single sentence. Ex- 
 ample: He is always saying, "I told you so." 
 
 THE SEMICOLON 
 
 A semicolon is used: 
 
 1. To separate the parts of a compound sentence, if they are long 
 or not closely related in thought Example: It is not necessary to 
 go to college merely to learn; experience is a great teacher that needs 
 not to recognize a superior. 
 
196 COMMERCIAL ENGLISH 
 
 _' To separate the parts of a compound sentence when the con- 
 nective is omitted, except when the parts are comparatively short and 
 simple. In that case, a comma is used. (See Rule 5 for the use of 
 the comma.) Example: I do not expect to go; I cannot get my 
 father's permission. 
 
 ft. To separate a series of long phrases 01 clauses. Example: In 
 college, he was prominent in a number of track and field meets; in de- 
 bating and oratorical contests: and in social settlement work, under the 
 direction of the Y. M. C. A. Example: An education ought to teach us 
 that every man should try to find his place in the world; that he 
 should try to put more into life than he hopes to take out; and that 
 Usefulness is one of the truest tests of success. 
 
 4. To introduce the words as, viz.. that is. namely, i. e.. when they 
 precede an example. If the matter following these words is parentheti- 
 cal, commas are used. [NOTE. — When a semicolon is used before these 
 words, a comma is used after them. Be careful not to get this re- 
 versed.] Example: Americans are said to have three faults; namely, 
 talking through their noses: boasting of their country: and laughing at 
 their own jokes. Parenthetical — Comma used — Some of your letters, 
 that is. your a's. 0*8, n's and u's. are scarcely legible. 
 
 THE COLON 
 A colon is used: 
 
 1. To introduce a series of words, phrases, or clauses. Example: 
 The following boys have been chosen as the tournament basket ball 
 team: A. Smith, Colby, Nicholson. Fry, Bates. There are at least 
 three places where you might find him: in the office, in the library, or 
 in the gvinnasium. The constitution of our society says: that all mem- 
 bers shall be elected by a two-thirds vote: that they shall take an oath 
 of allegiance; and that they shall do everything possible to advance 
 the interests of the society. 
 
 2. Between the members <>f a compound sentence when they are 
 
 Only Slightly related and cannot require a semicolon. Example: Funny 
 pictures usually detract from an advertisement: humor and business do 
 not mix. 
 
CAPITAL LETTERS AXD PUNCTUATION 197 
 
 3. To introduce along formal quotation. Example: The most 
 frequently quoted lines of Tennyson's "Lady Clara Vere de Vere" are: 
 
 "Howe'er it be, it seems to me, 
 'Tis only noble to be good. 
 Kind hearts are more than coronets, 
 
 And simple faith than Norman blood." 
 
 NOTE. — Some authorities recommend the use of the colon and 
 dash to introduce matter that follows on the next line. If this is done, 
 the comma is used to introduce a quotation of a single sentence, a colon 
 to introduce a quotation of more than one sentence, beginning on the 
 same line, and a colon and dash to introduce a quotation of more than 
 one sentence, beginning on the following line. 
 
 QUOTATION MARKS 
 
 1. Quotation marks are used to enclose the words of another, when 
 they are given exactly. Example: Sherman said, "War is hell." 
 
 2. A quotation within a quotation is enclosed in single quotation 
 marks. Example: George said, "I told my mother, 'Frank is to blame.'" 
 
 3. If a quotation consists of more than one paragraph, double 
 quotation marks are placed at the beginning of each paragraph and 
 after the last paragraph. Example: 
 
 "First paragraph 
 
 "Second paragraph 
 
 "Third paragraph " 
 
 4. Quotation marks are used to enclose words that are not in 
 
 g i DM t<> indicate that the author is conscious of this fact. Example: 
 
 \\v certainly had a "large" time in New York. 
 
 .". Tlie title <»f a 1 k. magazine, or newspaper may be enclosed in 
 
 quotation marks. Example: I went last evening to see a dramatiza- 
 tion of The Trail of the Lonesome Pine." "Current Literature" and 
 "Public opinion" were consolidated into "Current Opinion." "The Cin- 
 • inn.iti Euquin m" nsea :i single word in the first line of its "heads." 
 
 Tin: DASH 
 
 1. The fetfa is used to set off parenthetical expressions that are 
 too loosely connected with the sentence to require a comma, but too 
 closely connected to require parentheses, Example: The only criticism 
 
198 COMMERCIAL ENGLISH 
 
 I have to offer — if you would call it a criticism — is that the penmanship 
 is a little small. 
 
 2. The dash is used to mark a sudden change in thought. Exam- 
 ple : I have told you time — but it is useless for me to try any longer. 
 
 3. The dash is used to mark the omission of letters or figures, Ex- 
 ample : Mr. K worked for me during the winter of 1891-1892. 
 
 PARENTHESES 
 
 Parentheses are used to enclose parenthetical matter that is very 
 loosely connected with the rest of the sentence. Example : My friend, 
 Adams (I believe you met him while in Chicago) is now traveling for 
 a St. Louis firm. 
 
 BRACKETS 
 
 Brackets are used to enclose explanatory matter not by the author. 
 Example: The speaker said there was one person in the audience 
 [Mr. J. H. Thomas] who had attended every annual meeting of the 
 convention for the last ten years. 
 
 NOTE. — Both parentheses and brackets are now seldom used in 
 literary composition and there is even less occasion to use them in busi- 
 ness composition. 
 
 THE APOSTROPHE 
 
 1. The apostrophe is used in the spelling of the possessive case of 
 nouns. Example: A man's time; children's clothing; Burns' or 
 Burns's poetry. 
 
 2. The apostrophe is used to indicate the omission of letters in the 
 spelling of contractions and the omission of figures in the writing of 
 dates. Example: Can't, doesn't; '17, '18, etc. 
 
 3. The apostrophe is used in spelling the plural of letters and 
 figures. Example: Cross your t's and dot your i's. Make one row of 
 7's and two rows of 9's. 
 
 EXERCISES FOR ORAL AND WRITTEN PRACTICE 
 
 The following are extracts taken from business literature, in- 
 cluding circulars, catalogs, announcements, advertisements, etc. The 
 exercises have been chosen not only to give practice in punctuation, but 
 
CAPITAL LETTERS AND PUNCTUATION 199 
 
 also, at the same time, to call the attention of the student to the genera* 
 excellence of the English used. Quotation marks have been omitted 
 in order that there may be no punctuation marks in the exercises. 
 
 Supply all necessary capital letters and punctuation marks, accord 
 ing to the rules given in this chapter. 
 
 1. sitting silently at the deserts edge is the mystic majestic sphinx 
 the unsolved riddle of all time guardian of the giant wonderful 
 pyramids which remain though centuries fade away by moonlight or 
 starlight or in the unequaled egyptian sunsetglow there is no picture on 
 earth more imposing and impressive than these unique monuments of 
 the hoary past 
 
 2. libraries are rapidly extending their sphere of usefulness not 
 only by distributing literature but also by interesting their patrons in 
 art science and research through the media of photographs illustra- 
 tions from current magazines art publications etc 
 
 3. there is just one best and simplest way to do anything efficiency 
 consists in doing the greatest possible number of tasks that way the 
 first rule of kitchen efficiency is to have all supplies at hand when you 
 begin work waste in most kitchens comes chiefly from the necessity of 
 making many trips to collect goods and supplies and many more to put 
 them away the result is countless steps most of which are avoidable 
 and much waste 
 
 4. deposits will be accepted only from individuals and no account 
 will be opened in the name of any corporation association society firm 
 or partnership or in the name of two or more people jointly no account 
 will be opened in the name of one person in trust for or on behalf of 
 another person or persons 
 
 5. a player piano has a peculiar sort of soul which responds to 
 cultivation and coaxing it is not so dependent upon the finger dexterity 
 of the man or woman who operates it as a piano but if you once thor- 
 oughly understand its mechanism its peculiarities its tricks of expres- 
 sion you will be able to give expression to your inborn love of music 
 and you will find a strange and satisfying fascination in drawing true 
 music from its automatic being 
 
 6. out of our book out of your book since it was printed for your 
 Information will step a procession of the most beautiful sets original 
 inutTs scarfs luxurious coats all the rich furs you have longed for many 
 too which ]m -limps you thought were too expensive are here and you 
 will see an* quite within whatever sum you wish to spend 
 
200 COMMERCIAL ENGLISH 
 
 7. to let south side of east front six room double modern in every 
 respect laundry room oak finish hardwood floors fireplace with gas logs 
 plate rail and paneling in dining room electric showers nicely decorated 
 shades screens etc rent $25 2442 bellefontaine street the southern lum- 
 ber co 818 k of p building 
 
 8. factory salesmen experienced calling on hardware furniture and 
 department store trade to sell aluminum cooking utensils and specialties 
 salary commission and exclusive territory to high grade men must give 
 experience aluminum products co lemont ill 
 
 9. there is an old maxim which says construct first and decorate 
 afterwards this advice is the expression of a fundamental law of all 
 artistic creation which may be written no structure can be beautiful 
 unless it first be logically and sincerely adapted to the use for which 
 it is designed 
 
 10. improved parker long alarm clock with shut off latch in dust 
 proof case rings 2 minutes with use of the shut off latch the alarm re- 
 quires but one winding monthly made by the makers of the celebrated 
 parker guns has the simplest construction and is the easiest repaired 
 clock made movement can be removed from case by simply pressing 
 buttons at sides an accurate time piece 4^ in dial rotary hammer 
 alarm which cannot get out of order 
 
 11. special dash lamp a high grade dash lamp for kerosene or 
 signal oil handsomely finished in dead black no brass to tarnish or keep 
 clean silvered lining with large red bullseye in rear 3^x3% in plate 
 glass front and side height 11 inches no better dash lamp made 
 
 12. it is a hopeful sign when universities are opening their doors 
 however cautiously to those seeking knowledge on industrial and com- 
 mercial affairs 
 
CHAPTER XV 
 
 TROUBLESOME POINTS IN ENGLISH GRAMMAR 
 
 Introductory Note. Pupils who are advanced enough to take com- 
 mercial English profitably, should have had considerable instruction in 
 English grammar in previous courses. If that is not the case, it will 
 be necessary to supplement the work with a thorough drill in the essen- 
 tials, as the subject is of the utmost importance in business correspond- 
 ence. Bad grammar is one of the outstanding marks of illiteracy and 
 should be overcome at any cost of time and labor. The purpose of this 
 chapter is to call to the attention of the student some of the more dif- 
 ficult points that often prove troublesome in letter writing and oral 
 speech. For convenience, they are classified under the parts of speech. 
 
 THE NOUN 
 
 The Plural of Foreign Nouns. 
 
 Singular — 
 
 alumna 
 
 alumnus 
 
 analysis 
 
 appendix 
 
 axis 
 
 bacterium 
 
 crisis 
 
 datum 
 
 ellipsis 
 
 erratum 
 
 focus 
 
 formula 
 
 fungus 
 
 genu 
 
 hypothesis 
 
 memorandum 
 
 minimum 
 
 parenthesta 
 phenomenon 
 
 terminus 
 thesis 
 
 vertebra 
 
 Plural — 
 
 alumnae 
 
 alumni 
 
 analyses 
 
 appendices or appendixes 
 
 axes 
 
 bacteria 
 
 crises 
 
 data 
 
 ellipses 
 
 errata 
 
 foci 
 
 formulae 
 
 •fungi 
 
 genera 
 
 hypotheses 
 
 memoranda 
 
 minima 
 
 oases 
 
 parentheeet 
 
 phenomena 
 
 termlna 
 
 then 
 
 vertebrae 
 
 ?01 
 
202 COMMERCIAL ENGLISH 
 
 The Plural of Compound Nouns. The important part of a com- 
 pound noun, whether it follows or precedes the descriptive part, takes 
 the plural ending. Example: sons-in-law, hangers-on, step-ladders. 
 [NOTE. — In a few cases, both parts take the plural ending. Example : 
 men-servants, women-waiters, but not teeth-brushes or mice-traps.] 
 
 The Formation of the Possessive Case. Most nouns form the pos- 
 sessive case by adding the apostrophe and s. Example: man's, boy's. 
 
 Plural nouns ending in s, form the possessive by adding the apos- 
 trophe only. Example: boys', lawyers'. 
 
 Plural nouns, not ending in s, form the possessive by adding the 
 apostrophe and s. Example: men's, children's. 
 
 Singular nouns ending in s are now commonly formed by adding 
 the apostrophe and s, although older usage favored the apostrophe only. 
 Example: Burns's, James's. 
 
 Some singular nouns ending in s and used in set phrases, form the 
 possessive by adding the apostrophe only. Example: for goodness' 
 sake. 
 
 When two or more nouns are used together as a compound, the 
 last noun only takes the sign of the possessive. Example: Lee & 
 Perrin's sauce; Smith, Remster, Hornbrook, and Smith's offices. 
 
 If two or more nouns are used together as a compound and the 
 idea of separate ownership is intended, the possessive form of each is 
 used. Example: John's and Mary's books. 
 
 When a possessive noun is modified by a phrase, the sign of the 
 possessive is added to the last word of the phrase. Example : the Gov- 
 ernor of Kentucky's proclamation, the Chief of the Medical Staff's tent. 
 
 The occurrence of two or more possessives together should be 
 avoided by the use of prepositional phrases. Example: the wife of 
 John's son, rather than John's son's wife. 
 
 Usage favors somebody else's rather than somebody's else. Simi- 
 larly, everybody else's and no one else's. 
 
 In general, nouns denoting inanimate objects should not be used in 
 the possessive case. Example: the handles of the basket, rather than 
 the basket's handles. 
 
 Possessive Case Before the Gerund. The possessive and not the 
 objective case should be used before the gerund. Example: I never 
 thought of John's doing such a thing, instead of, I never thought of 
 John doing such a thing. Franklin's "Autobiography" tells of his 
 flying the kite, instead of, Franklin's "Autobiography" tells of him 
 flying the kite. 
 
TROUBLESOME POINTS IN GRAMMAR 203 
 
 Nouns Ending in s, but Singular in Meaning. Some nouns end in s 
 and look like plurals, but they are singular in meaning and require a 
 singular verb. Example: civics, ethics, mathematics, calisthenics, poli- 
 tics, news, molasses, etc. Civics is a study of growing importance. The 
 news is very discouraging. 
 
 Nouns that Are Always Plural. Some nouns are always plural and 
 require a plural verb. Example: ashes, scissors, clippers, tweezers, 
 riches, breeches, etc. The scissors are on the sewing table. 
 
 Nouns in Compound Subject. Two or more nouns when used to- 
 gether in a compound subject are plural in meaning and require a 
 plural verb. Example: Florence and Helen row the boat Spring and 
 autumn are my favorite seasons. 
 
 Nouns with "Either — or," and "Neither— nor." Nouns used with 
 "either — or" and "neither — nor" are thought of singly and require a 
 singular verb. Example: Either money or clothing is acceptable as a 
 contribution. Neither the man nor his son has been here this morning. 
 
 The Number of Collective Nouns. Collective nouns are singular or 
 plural and require singular or plural verbs, according as they convey 
 the impression of a group as a whole or of individuals in the group. 
 Example: The committee is now about to make its report. The com- 
 mittee are putting their feet on the table. 
 
 Use of Clause for a Predicate Noun. An adverbial "when" or 
 "where" clause is sometimes incorrectly used for a predicate noun, 
 especially in definitions. Example: Repetition is where the same word 
 is used two or more times in a short interval. Corrected. Repetition 
 is the use of the same word two or more times in a short interval. 
 
 THE PRONOUN 
 
 Restrictive and Non-restrictive Relatives. A restrictive relative 
 clause is one that limits the antecedent to a particular kind or class. A 
 non-restrictive relative clause does not limit its antecedent to a particu- 
 lar kind or class, but merely gives an additional quality or descriptive de- 
 tail and may be omitted without destroying the sense of the sentence. 
 Example: Restrictive — Bread that is poorly baked is not fit for food. 
 Note that if the clause is omitted, the remaining statement, "Bread is 
 not fit for food," would not be true. Example : Non-restrictive — Bread, 
 which is "the staff of life," is to be found on every American table. Note 
 that if the clause is omitted, the remaining statement, "Bread is to be 
 found on every American table," is true. Note, also, that since the non- 
 restrictive clause is used parenthetically in the sentence, it is set off 
 by commas. 
 
304 
 
 ( <>mmi:i;ci \i. 
 
 "That" is always a restrictive relative pronoun. "Who" and 
 ••which" are usually non-restrictive relatives, but they may be used M 
 restrictive when the use of "that" would cause an unpleasant repetition 
 
 of the "th" sound. F.xamplc: The young man who makes an honest 
 effort, usually succeeds. 
 
 Interrogative Pronouns. Interrogative pronouns are used in asking 
 questions. The Interrogative pronouns are "who." "which," and 
 "what." "Who" should be used to refer to persons only. "Which" and 
 "what" may be used to refer to persons or things. 
 
 Case Forms of the Relative Pronoun. 
 
 Xominat.ve — Possessive— Objective — 
 
 who whose whom 
 
 which whose which 
 
 whoever whomever 
 
 whosoever • whosesoever whomsoever 
 
 Compound Antecedents. If a pronoun has two or more antecedents 
 connected by "and," the pronoun must be in the plural number. Ex- 
 ample: James and Henry left their books on the window-sill. 
 
 If a pronoun has two or more singular antecedents connected by 
 "or" or "nor," the pronoun must be in the singular number. Example: 
 Neither time nor money has had its usual opportunity to make for suc- 
 cess. Either George or Henry has forgotten his cap. 
 
 If a pronoun has two or more antecedents connected by "or" or 
 "nor" and one of them is plural, the pronoun must be plural. Example : 
 Neither Jones nor his sons have paid their debts. 
 
 
 
 
 THE VERB 
 
 
 Irregular 
 
 Verbs. 
 
 An 
 
 irregular \ 
 
 •erh is 
 
 one whose past tense 
 
 l>a<t participle 
 
 do not end in "ed." 
 
 
 
 Infinitive — 
 
 
 Past Tense — 
 
 
 Past Participle — 
 
 abide 
 
 
 
 abode 
 
 
 abode 
 
 arise 
 
 
 
 arose 
 
 
 arisen 
 
 awake 
 
 
 
 awoke, awaked 
 
 awaked 
 
 he 
 
 
 
 was 
 
 
 been 
 
 beat 
 
 
 
 beat 
 
 
 beaten 
 
 begin 
 
 
 
 began 
 
 
 begun 
 
 behold 
 
 
 
 beheld 
 
 
 beheld 
 
 bend 
 
 
 
 bent 
 
 
 Lent 
 
 beseech 
 
 
 
 besought 
 
 
 besought 
 
 l>et 
 
 
 
 bet 
 
 
 bet 
 
 and 
 
TROUBLESOME POINTS IN GRAMMA 11 
 
 205 
 
 bid 
 
 bind 
 
 bite 
 
 bleed 
 
 blow 
 
 break 
 
 breed 
 
 bring 
 
 build 
 
 burst 
 
 buy 
 
 east 
 
 catch 
 
 chide 
 
 choose 
 
 ding 
 
 come 
 
 creep 
 cut 
 deal 
 dig 
 
 dive 
 
 do 
 
 draw 
 
 drawn 
 
 dress 
 
 drink 
 
 drive 
 
 dwell 
 
 eat 
 
 fall 
 
 Brad 
 Bra] 
 fight 
 
 find 
 
 flee 
 
 ding 
 
 fly 
 
 forbear 
 
 forget 
 
 fonakt 
 
 bade 
 
 bidden 
 
 bound 
 
 bound 
 
 bit 
 
 bitten 
 
 bled 
 
 bled 
 
 blew 
 
 blown 
 
 broke 
 
 broken 
 
 bred 
 
 bred 
 
 brought 
 
 brought 
 
 built, builded 
 
 built, builded 
 
 burst 
 
 burst 
 
 bought 
 
 bought 
 
 cast 
 
 cast- 
 
 caught 
 
 caught 
 
 chid 
 
 chidden 
 
 chose 
 
 chosen 
 
 clung 
 
 clung 
 
 came 
 
 come 
 
 cost 
 
 cost 
 
 crept 
 
 crept 
 
 cut 
 
 cut 
 
 dealt 
 
 dealt 
 
 dug 
 
 dug, digged 
 
 dived, dove 
 
 dived 
 
 did 
 
 done 
 
 draw 
 
 drawn 
 
 dreamed, dreamt 
 
 dreamed, dreamt 
 
 dressed, drest 
 
 dressed, drest 
 
 drank 
 
 drunk 
 
 dmvc 
 
 driven 
 
 dwelt, dwelled 
 
 dwelt, dwelled 
 
 ate 
 
 eaten 
 
 fell 
 
 fallen 
 
 fed 
 
 fed 
 
 felt 
 
 felt 
 
 fought 
 
 fought 
 
 found 
 
 found 
 
 fled 
 
 fled 
 
 Bung 
 
 flung 
 
 flew 
 
 Sown 
 
 forbore 
 
 forborne 
 
 forgot 
 
 forgotten 
 
 forsook 
 
 forsaken 
 
 froze 
 
 frozen 
 
206 
 
 COMMERCIAL ENGLISH 
 
 get 
 
 got 
 
 got, gotten 
 
 give 
 
 gave 
 
 given 
 
 go 
 
 went 
 
 gone 
 
 grind 
 
 ground 
 
 ground 
 
 grow 
 
 grew 
 
 grown 
 
 hang 
 
 hung 
 
 hung 
 
 hang (to execute) 
 
 hanged 
 
 hanged 
 
 have 
 
 had 
 
 had 
 
 hear 
 
 heard 
 
 heard 
 
 hew 
 
 hewed 
 
 hewn 
 
 hide 
 
 hid 
 
 hidden 
 
 hit 
 
 hit 
 
 hit 
 
 hold 
 
 held 
 
 held 
 
 hurt 
 
 hurt 
 
 hurt 
 
 keep 
 
 kept 
 
 kept 
 
 kneel 
 
 knelt, kneeled 
 
 knelt, kneeled 
 
 knit 
 
 knit, knitted 
 
 knit, knitted 
 
 know 
 
 knew 
 
 known 
 
 lay 
 
 laid 
 
 laid 
 
 lead 
 
 led 
 
 led 
 
 leave 
 
 left 
 
 left 
 
 lend 
 
 lent 
 
 lent 
 
 let 
 
 let 
 
 let 
 
 lie 
 
 lay 
 
 lain 
 
 light (to illumine) 
 
 lighted 
 
 lighted 
 
 lose 
 
 lost 
 
 lost 
 
 make 
 
 made 
 
 made 
 
 meet 
 
 met 
 
 met 
 
 pay 
 
 paid 
 
 paid 
 
 read 
 
 read 
 
 read 
 
 ride 
 
 rode 
 
 ridden 
 
 ring 
 
 rang 
 
 rung 
 
 rise 
 
 rose 
 
 risen 
 
 run 
 
 ran 
 
 run 
 
 say 
 
 said 
 
 said 
 
 see 
 
 saw 
 
 seen 
 
 seek 
 
 sought 
 
 sought 
 
 sell 
 
 sold 
 
 sold 
 
 send 
 
 sent 
 
 sent 
 
 set 
 
 set 
 
 set 
 
 shake 
 
 shook 
 
 shaken 
 
 shine 
 
 shone 
 
 shone 
 
 show 
 
 showed 
 
 shown 
 
TROUBLESOME POINTS IN GRAMMAR 
 
 207 
 
 shut shut shut 
 
 sing sang sung 
 
 sit sat sat 
 
 speak spoke spoken 
 
 spend spent spent 
 
 spring sprang sprung 
 
 stand stood stood 
 
 steal stole stolen 
 
 stick stuck stuck 
 
 sting stung stung 
 
 strike struck struck 
 
 strive strove striven 
 
 swear swore sworn 
 
 swim swam swum 
 
 swing swung swung 
 
 take took taken 
 
 teach taught taught 
 
 tear tore torn 
 
 tell told told 
 
 think thought thought 
 
 throw threw thrown 
 
 thrust thrust thrust 
 
 wake woke, waked woke, waked 
 
 wear wore worn 
 
 weep wept wept 
 
 wet wet wet 
 
 win won won 
 
 wind wound wound 
 
 wring wrung wrung 
 
 write wrote written 
 
 Number Forms of Verbs. One of the most frequent of grammatical 
 errors \» the use of the wrong number form of the verb. There are 
 several different cases, as follows: 
 
 1. The verb should not be made to agree with the object of a prep- 
 osition n«'\t to which it stands, rather than with the real subject. Ex- 
 ample: Inrorrect — A row of tiers were planted by the side of the road. 
 Correct A row of tree* wai planted by the side of the road. 
 
 l*. The verb should not bo made to agree with a noun in a paren- 
 tin-ti.;ii expression, next to which 11 stands, rather than with the real 
 uhject Bxample: Incorrect—The Governor, with his Mends, ware 
 •sated in i i»<.\. Correct— The Governor, with his friends, was seated 
 
 in a I 
 
°08 < <>\i HERO] \l. ENGLISH 
 
 :*.. Two or more subjects connected by "and" require a plural verb. 
 Example: Batter ;in<i eggs arc higher. 
 
 4. When two or more singular nouns, used as the subject, arc pic 
 ceded by "each," "every," or "no," they require a singular verb. EDl 
 
 .ample: Each man, woman, and child was given a souvenir button. 
 Every morning, noon, and night finds him in the same dingy, little 
 restaurant. 
 
 5. When two singular nouns are connected by "either — or" or 
 "neither — nor," the verb should be singular. Example: Either a boot 
 or a calendar is always a welcome gift. If the second noun is plural. 
 the verb should be plural. Example : Neither my father nor my 
 brothers have had the advantages of a college education. 
 
 6. A verb that is used with a collective noun should be singular 
 or plural, according as the noun is thought of in a singular or plural 
 sense. Example: The herd of cattle was rounded up in front of the 
 stock-yards. The herd of cattle were scattered hither and yon by the 
 screech of a passing locomotive. 
 
 Shall and Will. In a declarative sentence, "shall" is used in the 
 first person and "will" in the second and third, to express simple, future 
 intention. "Will" is used in the first person and "shall" in the second 
 and third, to express determination. 
 
 Simple, Future Intention : 
 
 Singular— Plural— 
 
 I shall we shall 
 
 you will you will 
 
 he will they will 
 
 Determination : 
 
 I will we will 
 
 you shall you shall 
 
 he shall they shall 
 
 "Will" is used in the first person to express a promise. Example: 
 We will be sure to meet you at the train. 
 
 "Will" is used in the second and third person to express a polite 
 command. Example: Will you please be seated? 
 
 Shall and Will in Direct Questions. "Shall" and "will" arc osed 
 in direct questions according as the idea expected in the answer is in 
 tuition or determination. Example: intention shall yon go this even- 
 Ans. i shall. Determination- Will you go this evening? a 
 
 will. 
 
TROUBLESOME POINTS IN GRAMMAR 209 
 
 Shall and Will in Indirect Questions or Statements. The same 
 
 form of ••shall" or "will" is used in an Indirect question or statement as 
 would be Baed in the direct form. 
 
 Direct — I shall take the midnight train for Chicago. 
 
 Indirect — He says he shall take the midnight train for Chicago. 
 
 Direct — That hoy shall learn that loafing will not he tolerated in 
 this school. 
 
 Indirect— The teacher said that the hoy shall learn that loafing will 
 
 n«»t i»e tolerated in this school. 
 
 Should and Would. "Should" and "would" are the past tense forms 
 hall" and "will" and follow the same general rules. 
 
 May and Can. "May" expresses i>ermission. "Can" expresses abil- 
 ity. Example: Mary's mother says she may go to the library to see if 
 she can find a hook that will give her some suggestions for her birth- 
 day party. 
 
 Split Infinitive. A "split infinitive" is one in which there has been 
 Inserted an adverbial modifier. It is not always possible to avoid it. 
 but it should be used only when unavoidable. Example: To completely 
 remodel the house will require an exi>en<liture of about two thousand 
 dollars. Correct — To remodel the house completely, will require an 
 expenditure of about two thousand dollars. 
 
 Sequence of Infinitive Tenses. The following rules may help to 
 make clear what is to some a rather difficult point in English grammar: 
 
 1. Use the present infinitive if the time indicated by the infinitive 
 is the same or later than that indicated by the predicate verb. Exam- 
 ple: Encorreef — I wished very much to have seen your father. Cor- 
 red i wished very much to sec your father. 
 
 2. Use the perfect Infinitive if the time indicated by the infinitive 
 i- prior to that indicated by the predicate verb. Example: I remember 
 to have seen him. 
 
 Possessive Case With the deniml. The gerund differs from the 
 participle in use rather than form. The participle is used adjectively, 
 while the gerund is used substantively. Example: Participle — The boy 
 looking out of tin- window will not have his lesson. Gerund — I never 
 Bond of looking out of the window. The possessive and not 
 the objective ease should be used before the gerund. Example: In- 
 correct I never knew of him failing to keep an appointment. Correct 
 I never knew of hi- tailing to keep an appointment 
 
210 COMMERCIAL ENGLISH 
 
 Ungramniatical Participial Phrase. An "ungrammatical parti- 
 cipial phrase" is one that does not modify any noun or pronoun in the 
 sentence. Example: Incorrect — Coming home from the party last 
 night, a large house was burning to the ground. Correct — Coming 
 home from the party last night, we saw a large house burning to the 
 ground. 
 
 The English Subjunctive. The subjunctive is used to express un- 
 certainty or a condition contrary to fact. Example: If James were a 
 little older, he could go to school alone. If there were forty hours in 
 the day, some people would find their work undone at nightfall. 
 
 ADJECTIVES, ADVERBS, PREPOSITIONS, AND CONJUNCTIONS 
 
 Confusion of Adjectives and Adverbs. Care must be exercised to 
 use adverbs when manner is implied, and adjectives when state, con- 
 dition, or appearance is implied. The flower smells sweetly, is incor- 
 rect because it must imply that the manner in which the flower smells 
 is sweet, whereas the flower is incapable of the act of smelling. The 
 thought intended is that the flower seems sweet to the person who is 
 smelling it. Therefore, we should say, The flower smells sweet. Simi- 
 larly, the flour looks white, and not whitely. 
 
 Adjectives and Adverbs the Same in Form. There are a few 
 adverbs that do not end in "ly" but have the same form as the corre- 
 sponding adjectives. Example: The bloodhounds ran straight to 
 the cave where the murderer was hiding. He works hard for every bit 
 of success he achieves. 
 
 Double Negatives. Great care should be exercised to avoid such 
 double negatives as the following: 
 
 I hadn't hardly time to get a bite to eat before the train started. 
 
 He was so hoarse that he couldn't scarcely speak above a whisper. 
 
 Like and As. "Like" is a preposition and should be used with a 
 noun or pronoun and not to introduce a clause. 
 
 Incorrect — He talks just like he used to when we were boys 
 together. 
 
 Correct — He talks just as he used to when we were boys together. 
 
 Incorrect — It looks like it will rain. 
 
 Correct — It looks as if it will rain. 
 
INDEX 
 
 Abbreviations : 
 
 academic and honorary de- 
 grees, 173 
 
 capitalization, 168 
 
 general business, 170-173 
 
 months of the year, 170 
 
 plural of, 169 
 
 states of U. S., 169, 170 
 
 use of in business letters, 167 
 Accounts, letters pertaining to 
 
 the settlement of, 64-73 
 Action, in advertising, 145 
 Adjectives and adverbs: 
 
 confusion of, 210 
 
 the same in form, 210 
 Advertisement, model, 146 
 Advertising : 
 
 classified, 156 
 
 elementary, 129-164 
 
 how measured, 134 
 
 how much space to buy, 135 
 
 mediums, 132 
 
 what is, 131 
 Announcement : 
 
 letters of, 80-81 
 
 model letter of, 81 
 Antecedents, compound, 204 
 Apostrophe, 198 
 Application : 
 
 letters of, 95-105 
 
 model letter of, 101 
 Attention, in advertising, 137 
 
 B 
 
 Balance, in advertising, 147-150 
 Batten formula, the, 137 
 Black and white, in advertising, 
 153 
 
 (Numbers refer to pages) 
 
 Blackmailing, 69 
 
 Body, of business letter, 12 
 
 Brackets, use of, 198 
 
 Cable code, travelers', 121 
 Cablegrams, 120 
 Capital letters, use of, 192 
 Carbon copy, 125 
 Cards : 
 
 business, 155 
 
 street car, 157 
 Catalogs, ordering from, 56 
 Circular letters, 74-94 
 Code words: 
 
 cable, 120 
 
 in telegrams, 122 
 Coherence, 8 
 Collection agency, 67 
 Colon, use of, 196-197 
 Comma, use of, 194-195 
 Commercial English, defined, 1,5 
 Completeness, 13 
 Complimentary close, the, 27 
 Conclusion, 12 
 Confirming telegrams, letters, 
 
 122 
 Consideration, favorable, 142 
 Contracts, business, 58-59 
 Correctness, 2, 14 
 Correspondence, how handled in 
 
 the business oflice, 124-128 
 Courtesy, 12 
 
 Dash, use of, 197-198 
 
 Day letters, 120 
 
 Description, in advertising, 143 
 
 211 
 
2 1 2 
 
 I nM MERC] M. ENGLISH 
 
 Display, continuous, in advertis- 
 ing, lfiO-l&l 
 
 Emphasis, 9 
 
 Enclosures, how to make. 86-87 
 Enclosures, indicating,. 128 
 Envelope, addressing the, 30-33 
 Essentials of commercial Eng- 
 lish, 1-15 
 Exactness, 13 
 
 Exclamation point, use of, 194 
 Extortion, 69 
 
 Filing, letter, 126-128 
 
 Fold, how to fold business letter, 
 
 33-36 
 Follow up letters : 
 
 discussion, 77-80 
 
 model, 79 
 Form, of business letter, 11, 16- 
 
 30 
 Form letter: 
 
 discussion, 75-77 
 
 model, 76 
 Form, tabular, 56 
 
 G 
 
 Gerund, possessive ease with the, 
 
 202, 209 
 Grammar, troublesome points in 
 
 English, 201-210 
 
 H 
 Heading, the, of the business let- 
 ter, 26 
 Heads, letter, 17, 157 
 
 Illustrations, in advertising, 150 
 Inquiry, letters of, 40-50 
 Introduction, the, of the business 
 letter, 27 
 
 introduction, letters of: 
 discussion. 110-116 
 model, 111, 112 
 
 L 
 
 Lawyer, use of, in collecting ac- 
 counts, 68 
 Letter beads. IT. 157 
 "Like" and "as," 210 
 Literary English, 5 
 
 M 
 
 Magazines, subscriptions for, 57 
 •May" and "can," 209 
 Money, enclosing, 54 
 Moral character, letters on, 40 
 
 N 
 
 Negatives, double, 210 
 
 Night letter, 119 
 
 Night message, 119 
 
 Notification, letters of: 
 discussion, 80-81 
 model, 81 
 
 Nouns : 
 
 compound, plural of. 202 
 ending in "s," but singular. 203 
 foreign, plural of, 201 
 in compound subject. 206 
 that are always plural, 203 
 the number of collective, 203 
 use of clause for a "predicate," 
 
 203 
 with "either — or," and 
 "neither— nor," 208 
 
 O 
 
 Order, acknowledging an. 57 
 Ordering goods, letters: 
 discussion, 51-63 
 
 model. 55 
 
 P 
 
 Parentheses, use of, 198 
 Participial phrase, nngrammati- 
 
 (•Ml. 210 
 
INDEX 
 
 213 
 
 Payment, terms of, 54 
 Period, use of the, 193 
 Pictures, in advertising, 150 
 Possessive ease: 
 
 before the gerund, 202 
 
 the formation of. 202 
 postal cards, the misuse of, 69 
 Press copy, 124, 125 
 Pronoun : 
 
 interrogative. 204 
 
 the. 203, 204 
 Protective association, 65-67 
 Punctuation, use of marks of, 
 193-198 
 
 Q 
 
 Question mark, use of the, 193 
 Quotation marks, use of, 197 
 
 Ht. onimendation, letters of: 
 
 discussion, 106-108 
 
 model, 107 
 Relative pronouns, case fprnis of, 
 
 LM>4 
 
 Relatives, rest r ic tive and non- 
 
 rostri.tivr. 203 
 Repeated messages, 119 
 
 Sales letters: 
 
 discussion. 8242 
 
 model, 86-90 
 Salutation, the, of the business 
 
 letter, 27 
 Semicolon, dm of, 195, 196 
 s« mi social form of letter, 114 
 
 "Shall" and "will," 208, 209 
 
 Shipping directions, 53 ' 
 
 Sight draft, 69 
 Signature, the, 28-30 
 Spelling: 
 
 selected word list, 185-188 
 
 simple rules, 184, 185 
 Split infinitive, 209 
 Stamp for reply. 41 
 Stationery, business, 16 
 Statute of limitations, 70 
 Stock letter, the: 
 
 discussion of, 75-77 
 
 model, 76 
 stoppage in transitu, 60 
 Structure, of the business letter, 
 
 11 
 Subjunctive, the English, 210 
 
 T 
 
 Telegrams and cablegrams, 117- 
 
 123 
 Tenses, sequence of infinitive, 209 
 Topography, in advertising, 153 
 Truth, in advertising, 142 
 Type, size and style of, in adver- 
 tising, 153-155 
 
 I 
 
 Unity. 7 
 
 Verb : 
 irregular. 204-207 
 number forms of, 207 
 the, 204-210 
 
 W 
 
 White space, in advertising, 153 
 
 Word division, 188-191 
 
 Words, frequently misused be- 
 cause of a confusion of their 
 meaning, 174-184 
 
Yb SS1d.i