Fart g 7 hy _ THE UNIVERSITY OF ILLINOIS LIBRARY > af aii Return this book on or before the Latest @Date stamped below. A | charge is made on all overdue books. U. of I. Library # JAN G'38 JAN25'38 OCT 25 1939 JUN 10 1946 11148-S BUILDING RETAIL BUSINESS BY LETTER ‘ INCLUDING =. Four Hundred Retail Letters That Made Good BY JOHN B. RUFFALO President and General Manager, The John Service, Inc. Inventor, “Presswritten Letters” | NEW YORK’ THE JOHN SERVICE, INC. : 1923 Pw re im, Copyright, 1923, Joun B. RurraLo All rights reserved More \X \ a LoD AGS & FOREWORD THis volume is offered the retailers of America, to promote the use of the personal letter in store work. Many merchants do not realize the value of this medium; more who appreciate it, do not use it because of lack of time or the ability to draft effective messages of this type. Within these covers are letters of proved effective- ness, each selected because of some unusual success from the private files of The John Service, Inc.—a New York organization (of which the author is Presi- dent) whose sole work is the preparation of Sales Letter Campaigns. Years of experience in dealing with retail problems, and hundreds of tests of specific letters or campaigns, have gone to the making of what is offered the reader. In addition to specimen letters, there is also much valuable data regarding the writing of effective letters, and the many ways in which they can be advantageously used. The retailer who is a student or beginner in direct advertising will benefit from it as much as the one who already appreciates the tremendous power of the letter. The aim throughout has been to make the book con- FOREWORD structively useful to the general merchandising world; and if it helps even slightly toward a better under- standing and a more effective use of the Personal Letter as an advertising and selling medium, it will have served its purpose. JOHN B. RUFFALO. New York, N. Y. Jan. 8, 1923 TABLE OF CONTENTS PART I PAGE CuapTerR I. The Personal Letter—lIts value to the retailer— Its relation to other advertising—Special Re- port containing recommendations to Make advertising pull more Make shop-windows sell more Win word-of-mouth publicity Revive dormant accounts Get new customers ..... . 1 Cuapter IJ. Letter Writing—Discussing the so-called ‘‘con- versational’’ idea—Pains and brains—Effective LELUODAWE TORO Qt te np cate ve OP “a mek, Cuapter III. How to Write a Successful Letter—The open- ing—The body of the letter—The close—En- thusiasm— Originality — Sincerity — Courtesy — Appealing to women—Appealing tomen . . 28 CHapter IV. The Make-up of the Letter—Circulars— ‘‘Matching-in’’ — Presswritten letters — First SOSA SESS ©, ee oe Gee ee 4 Che Ce ee Ay Cuapter V. The Follow-wp—Theory—Application—How long should a follow-up continue—Various uses SiethevLOHOW-UPis, se” 2. cal ile oe eee 0 OS Cuapter VI. The Mailing List—Sources of lists—How to get lists—Revising the lst—Card indexing— COL BeGT Ey rates coro). eee em oe ks MEER TABLE OF CONTENTS PAGE Cuapter VII. Grammar and Form—Importance of correct- ness—Stationery—Heading and address—The letter’s end—Paragraph forms . . . . . 90 CuHapter VIII. How to Use This Book—Selecting letters— Building letters—Timely uses of letters—Kdi- torials ee Peer ie me Aer fs SY PART II SEecTION I. Men’s Clothing... (.) sant ee Good-will Letters Vacation Goods Letters Holiday Letters Writing from New York about Stock Purchased No Sales Ever Held Clearance and Anniversary Sales Szction IL. Boots and Shoes “2 2) = eye eed ‘Men’s Women’s Children’s SEcTION LIL Boys Clothing” (2 ee ee ee ace Addressing the Boy Addressing the Mother SECTION IV. Department Store... sa. ee Good-will Letters Holiday Letters Fall Opening Announcement Clearance and Anniversary Sales Men’s Clothing Department Ready-to-Wear Department TABLE OF CONTENTS Section V. Ready-to-Wear Shop Section VI. Section VII. Section VIII. Section IX. SECTION X. SEcTION XI. SEcTION XII. Section XIII. SECTION XIV. SECTION XV. SEcTION XVI. Good-will Letters Announcing Style Opening Holiday Letters Teachers’ Convention Leaving for Easter Markets Writing from New York about Stock Purchased | Clearance and Anniversary Sales Apparel for Stylish Stouts Millinery Corsets Personal Shopping Service . Children’s Apparel . Trade at Home Installment Business Inactwe Accounts Charge Accounts . Furs Furmture . Collections PAGE 321 389 401 407 419 429 439 447 465 477 495 543 CHAPTER I THE PERSONAL LETTER Smith—very successful as the managing director of a prominent department store—was speaking on the subject of advertising before a retail merchants’ con- vention. ‘*Hixperience has convinced me,”’ he said, ‘‘that news- papers, billboards, street-car cards, all have their vir- tues and are more or less indispensable to the modern store, yet nothing will reach the heart of a family— nothing will drive home its appeal—like the personal letter. ‘‘The personal letter is unquestionably one of the most powerful factors in the merchandising world to- day. Wide as its use is, however, it still lies idle, an undeveloped possibility, in the store of many a mer- chant where it might be playing an important part. ‘I’m not talking theories, gentlemen, but facts. I’ve seen actual results brought about through letters that would seem almost unbelievable. And when I say re- sults I mean results in dollars and cents. I’ve seen the hardest and toughest prospects brought in by a personal letter after everything else had failed. I’ve Ea BUILDING RETAIL BUSINESS BY LETTER seen a run-down business—the smallest establishment in town—in a few years lifted into leadership through letters. ‘‘Gentlemen, we retailers have unjustly refused to give recognition to a medium which is a tremendous selling power. And we above all others, for in our par- ticular business we are handicapped. We cannot em- ploy salesmen as the wholesaler does. We cannot send solicitors into the homes where we know the business is and get it. NO! It is not the custom. Even if sales are slow, we must continue to depend on silent sales- manship to bring people in. ‘‘Down the street may reside a ‘Brown’ whose pat- ronage we might feel confident of getting if we could talk to him. But we can’t, for Brown doesn’t come to our store. And so it goes season after season. Business gets away that would increase our volume considerably. ‘“Wide as my experience in retail merchandising has been, it was but recently that I had my eyes opened to the real value of the personal letter. I had always looked upon a letter as a means of getting across a message in a personal and forceful way. I had never considered it as an important link in an advertising chain. ‘*Hor some time I had been receiving literature from a certain advertising house. It was all on Personal [2] THE PERSONAL LETTER Letter Advertising, and usually these people would close with the request that I send on my problems to them. One day, more in a joke than anything else, I did. I wrote to them that the things which were bothering me were: how to make our advertising more effective how to make our show windows sell more how to win more ‘‘word-of-mouth’’ publicity how to revive dormant accounts how to get new customers. ‘‘Of course, gentlemen, I need not mention that I expected to hear no more about the matter. I had asked them for the solution to the problem which has baffled us all, so much so that we no longer look upon it as such but accept it as one of those impossible things in business. Imagine my surprise, therefore, when I received a reply with a questionnaire to fill out. The questions were intelligent and some of them diffi- cult to answer, but I was determined to see the thing through and they were answered. Some weeks later I received from this house their recommendations in the form of a report which was so full of logic and summed up the whole situation so clearly and con- cisely that I am going to read it to you.”’ BUILDING RETAIL BUSINESS BY LETTER SPECIAL REPORT No. S76% Summed up, your recent request to formulate specific recommendations to--- ---make your advertising more effective ---make your show windows sell more ---win more "word-of-mouth" publicity ---revive dormant accounts ---get NEW customers amounts to a request for a definite plan to INCREASE SALES---and to do so both ECONOMICALLY and PROFITABLY. Naturally, the recommendations which follow are made after a thorough investigation, and are based upon the belief that from the standpoint of reliability, merchandise, values and service your [4] THE PERSONAL LETTER Store holds its own, or excels, in the community in which you operate. It would, of course, be useless on our part to make any suggestions unless these fundamentals were right---unless you offered all that the other stores offer. In arriving at our conclusions, we fully reviewed all facts. First we looked into your MARKET---In your city and in the out- lying districts from which you draw trade, you have a population of approximately 125,000 people---25,000 families. Twenty percent---5,000---is, we believe a conservative’ estimate of the number of these families who do not buy the class of merchandise you sell, thereby reducing this figure to 20,000 families. From the information and figures you have given us, we are quite safe, we believe, in estimating that 12,000 fami- lies seldom if ever trade at your store. (In other words, the four competitors you mention are dependent upon this source for their patronage). BUILDING RETAIL BUSINESS BY LETTER second, we reviewed carefully the literature you sent us showing your PRESENT METHODS TO ATTRACT TRADE---Your newspaper copy is excellent and, frankly, we do not deem it necessary to make any suggestions other than that editorials should be more frequent. The photographs submitted show that your windows are attractive, your billboards clever. Your store enjoys an unusually good reputation, and therefore receives its share, perhaps more, of that "word- of-mouth" publicity which all stores de- sire and should get. You advised us that a full-page ad in the leading paper of your city, with a gross circula- tion. Of 51,000. Goste aco. Allowing for those copies of this paper that go to points which are too distant from which to draw trade---and for other reasons---we are safe, we believe, in estimating that 25,000 is your available circula- tion. On this basis, the approximate cost of THE PERSONAL LETTER getting your advertisement into each home---in company with other ads---is #¢. While on this point, however, we desire to VOuUr attention to some additional facts: 12,000 families in the community in which you operate are not customers. It is apparent that these people are NOT read- ing your advertisements, OTHERWISE at least a good part of them would now be trading at your store. Few people could READ your advertise- ments---BELIEVE them---and not be influenced to come to your store at some time or other. Therefore the fact must be faced that your advertising is INEFFECTIVE so far as 12,000 families are concerned, or approximately 50% of the available cir- Cats tLom you are paying for: THIS INCREASES THE COST OF GETTING YOUR AD INTO THE HOME. INSTEAD OF 3¢ PER HOME, IT NOW BECOMES 12¢. You advised us that each year THREE (3) PERCENT of the gross amount of your sales is set BUILDING RETAIL BUSINESS BY LETTER aside for advertising purposes---most of which, of course, goes into the newspaper field. In other words, if we are correct in stating that your advertising is effective mostly with those people who already trade with you, you are. virtually spending $6.00 a year on every customer whose pur- chases at your store amount to $200 per annum. This, of course, iS not your intention but at present it nevertheless IS the result. Now another point. These 12,000 families or the majority of them, know that you are in business, irrespective of the fact that they are not noticing your advertising. They go by your 3 store---they see your name---yet they never even think of coming in. It is not because they can do better elsewhere---we have covered that phase of it already---but because of one or more of the following reasons: [8] THE PERSONAL LETTER Some of them do not care where they trade. One store is just as good as another. INDIFFERENCE Others become accustomed to going to a certain store and do not readily break away. They trade not from preference but mrom hebit. FRIENDSHIP —~ Popular clerks or proprie- tors of stores hold much trade by pure friendship,: in spite of actually greater values elsewhere. IGNORANCE - Consumers are often un- able to judge or appreciate values offered. They may not know you are selling better goods for less. CONFIDENCE - While you remain a stranger to a large proportion of the buying public, many will lack the confidence to purchase from you. [9] BUILDING RETAIL BUSINESS BY LETTER TO SUM UP: 12,000 are not now customers of your store. 12,000 are not reading or notic-— ing your advertising. 12,000 are not influenced by "word-of-mouth" publicity. 12,000 are trading elsewhere be- cause of INDIFFERENCE HABIT FRIENDSHIP IGNORANCE CONFIDENCE QUR RECOMMENDATIONS: WE RECOMMEND THAT A CLOSE RELATIONSHIP BE ESTABLISHED BETWEEN YOU AND THESE PROSPECTS. IN OUR OPINION, THIS CAN BEST BE DONE THROUGH PERSONAL LETTERS---THE ONE MEDIUM WHICH ENABLES YOU TO REACH THEM INDIVIDUALLY AND PERSONALLY, AND IN A STRAIGHTFORWARD, CONVINCING, FRIENDLY THE PERSONAL LETTER WAY TELL THEM ABOUT YOUR POLICY, YOUR METHODS AND YOUR DESIRE TO HAVE THEIR PATRONAGE. THEN---AND ONLY~- THEN--- 1 - YOUR ADVERTISING WILL PRODUCE MORE & — YOUR SHOW WINDOWS WILL SELL MORE 5 - YOU WILL GET MORE PEOPLE TO TALK ABOUT YOUR STORE 4 - YOU WILL GET NEW CUSTOMERS. Were you to ask on what we base this, our answer would be "Human Nature---Common Sense". By wey of illustration, let us take two people-—- Jones and Smith. They know you and your store, but Hacyouraae elsewhere. Now suppose you call in your Sener Tanner and dictate to these two individ- uais_e personal letter telling hen quite frankly that you are writing them because you want their business and would like to know just what you can do to get it. The natural and logical result will [11] BUILDING RETAIL BUSINESS BY LETTER be a favorable impression. And if this impres- sion is revived and reinforced by succeeding letters---each demonstrating your sincerity in © desiring their patronage---in pleasing them-—-- they will be almost CERTAIN to respond. FURTHER- MORE, WHEN THESE PEOPLE SEE YOUR ADVERTISEMENTS, YOUR SHOW WINDOWS, OR THE NAME OVER YOUR DOOR, IT IS ONLY REASONABLE TO ASSUME THAT THEY WILL RECALL YOUR LETTERS, AND IN THIS WAY YOUR ADVERTISEMENTS AND THE VALUES YOU FEATURE WILL HAVE AN OPPORTUNITY TO FUNCTION MORE. THE SAME IS ALSO TRUE OF YOUR SHOW WINDOWS. But to accomplish these results, it must be borne in mind that the letters you send out must be PERSONAL. They must be typed---bear all the earmarks of individually dictated communications. A counterfeit letter, printed through a ribbon and with an cbhvious “fit ink enon note pemtisca. [12] THE PERSONAL LETTER REGARDING DORMANT ACCOUNTS: A ey analysis as to why 100 customers no longer trade at a certain store, discloses the following: 68 drift away bevause of store indifference 9 buy elsewhere because of price inducement 5 move to parts unknown 14 have unadjusted grievances 5 are influenced by friends to shop elsewhere i 1S en uhner dead or unaccounted’ for. xperience has amply demonstrated that these people---or at least a majority of them--- may be induced to return if a-little personal interest is displayed. Indifference, you will Novem 2c respousibie for all but 62 out of the 100: To overcome this it is necessary to show these people that you are concerned over the fact that they no longer trade with you, and that if anything has gone wrong you want to make it right, etc. Here; too, a personal letter will enable [13 ] BUILDING RETAIL BUSINESS BY LETTER you to get these people back on your books---to adjust any grievances of whatever nature, either real or imaginary. NEW BUSINESS: The backbone of the average business house consists of 85% of its old customers. The balance must be made up continually from other sources. To hold yovr own, NOT LESS than 15% in new patron- age must be secured each year. In this connection, you undoubtedly must at some time or rn have given thought,to the good that you derive from that "word-of-mouth" publicity which invariably results in new business. A patron speaks highly of your merchandise or your service ---recommends your store to some friend as a splen- did shopping place. There is no form of advertis- ing more effective than this, for without question it usually results in new customers. [14] THE PERSONAL LETTER The patrons of any store have it within their power to tremendously increase the sales of a store. Perhaps such a thing is not to be count- ed on, and yet if each customer, by recommending a certain store, accounted for only one new custom- er during the year, patronage would double. This is not theory but FACT. To get people to talk about your store is to get them to help do the selling for you. Take these people--- these friends of yours---who now come to your store for the things they need and must have--- do you ever put yourself out to show them that you appreciate their patronage? Do you ever write them a little note of thanks---inquire whether they are being well taken care of? Do you ever suggest that while your duties make it impossible to meet each customer, yet you personally want to know of the slightest neglect BUILDING RETAIL BUSINESS BY LETTER on the part of any clerk or the slightest failure whatever to give satisfactory service? If you show them such consideration, are they not apt to reciprocate by speaking favorably of your store and thus getting new business for you? The establishing of such personal contact between you and your customers would do more to make your patronage secure and induce your custom- ers to advertise your store than anything else you could do. It has been demonstrated times without number that an occasional display of interest will hold present customers and attract new trade in greater volume than any other effort. When a merchant shows a friendly, personal interest in the form of @ letter under bis own sienabure wore people unfailingly recognize that attitude. They come in and buy because they WANT to buy. [ 16 | CHART HR eLY LETTER WRITING It was at lunch that the subject of better letters came up. The several men present were all success- ful in their various fields, and naturally there were many views expressed. Frank Smythe, a man who de- rived a mighty good income from his ability to talk convincingly, was quiet for a while but finally he spoke. ‘‘I’m egotistical enough,’’ he began, ‘‘to say that I can write a good letter. I can talk, and the letter that sings Home Sweet Home to the wandering dollar is the one that puts talk on paper—makes it seem like a per- sonal conversation. I can quote several authorities for the statement that when a man sets out to write a successful sales letter he should write as he talks.’’ Immediately two or three of the others voiced their approval of this statement. They too had read the same thing regarding the so-called ‘‘conversational style.’’? But one man in the group—Hadley Martin— chanced to have had many experiences in the writing of sales letters and had earned for himself a reputation as a master of words. He had seen not a few of Frank Smythe’s letters and now realized for the first time the hey, BUILDING RETAIL BUSINESS BY LETTER reason why his friend had been guilty of such poor letters. ‘‘Not so fast, gentlemen,’’ said Martin, holding up his hand. ‘‘Before we go any further let us face the facts. I have written many sales letters—hundreds, I almost said thousands, of them—and in spite of what you understand from what some authorities say, facts are stubborn things. They’ve got to be faced. ‘‘Some of the letters I have written have pulled big returns. When I say this you will doubtless think I am handing myself a bouquet—blowing my own trum- pet—and that is the reason why I also say that I have written some letters that failed miserably. ‘*Perhaps, my best effort along these lines was back in 1918 when the Fuel Administrator ruled that every house this side of the Mississippi had to shut down on Mondays. The merchants were blue because—one day’s receipts were apparently taken away from them, and as a result, our business suffered so that it was nec- essary to put the plant on half time, and from all indi- cations it looked as though nothing would save us from a complete shut down. After carefully thinking things over for some time I prepared a series of letters in- tended to secure SIGNED contracts by mail. ‘“When I laid them before the President I honestly thought he would hit the ceiling. He condemned those letters just as vigorously as he could, banged his fist on [18 ] LETTER WRITING the table and said I must be crazy. You see my idea was to sell by mail a project involving hundreds and thousands of dollars at a time when even the best sales- men we had were finding it difficult to get orders. ‘The rest of the high executives in our organization agreed with the President that the idea was foolish. But those letters went out just the same. And they made good—brought back signed contracts—and some by special delivery mail. We secured enough business to put the plant back on a hundred percent production basis almost immediately. ‘*T could tell you of a number of other letters that pulled BIG. That’s not the point. I merely want to bring out the fact that what I say isn’t all based on theory but on actual experience. I don’t agree with Frank Smythe at all. ‘Write as you talk’ is all right as far as it goes—but it doesn’t go far enough. Change it to ‘WRITE AS YOU TALK, BUT THINK BE- FORE YOU TALK’ and I’m with you a hundred percent. “‘T agree, of course, that stereotyped phrases and hackneyed expressions should be avoided. A _ letter that starts out ‘We beg to advise’ or ‘We are taking the liberty, etc., etc.,’ won’t get very far. Such letters are cold, perfunctory—there’s no life in them, no in- terest, no appeal. They’re couched in the most formal and colorless language and give no hint that back of [19 ] BUILDING RETAIL BUSINESS BY LETTER them there’s a human being. The man who gets re- turns is the man who writes himself into his letters but he doesn’t do it by working on the theory that ‘writing is talking.’ ‘‘Every one of us is almost daily approached by some salesman who begins to state his case so weakly that before he has had a chance we think we’re not in- terested, and we say so. Yet, seldom does that end the interview—the salesman goes on and out of common courtesy if nothing else we listen—and not infre- quently we buy. But, the letter has no such oppor- tunity. Just as soon as you say ‘not interested,’ and that might be after the first sentence or first para- eraph, the matter is automatically dismissed and the letter goes into the waste basket unread. Imagine, therefore, a letter that is written as some salesmen talk! | ‘No, Frank, you can’t write as you talk. Speech is delivered orally. Back of it there’s the speaker, the power of expression and above all the personality of the speaker. An agreeable personality casts a sort of a spell over the other fellow. In the hands of a man hike you it’s a tremendous force. When you see by the prospect’s expression that there is something not en- tirely clear to him, you have a chance to hammer away on that particular angle until the point is driven home. “But you can’t do that with a letter. A letter [ 20 ] LETTER WRITING makes certain statements and on the strength of these statements it either stands or falls. It is absolutely de- pendent on cold type to paint a picture—to get across an idea—TO HOLD INTEREST. ‘“Try it—all of you—when you get back to the office. Call in your stenographer and put the acid test on this idea that ‘writing is talking.’ Dictate a sales letter along these lines; then get somebody whose opinion you respect to read the letter and give you a candid criti- cism. Read the letter over yourself—note the lack of brevity—the lack of continuity of thought expressed —the repetitions, the long rambling sentences. You’ll soon realize that writing isn’t talking.”’ There was silence for a second or two and then one of the group, turning to Smythe said: ‘It’s your move, Frank.”’ Smythe smiled as he flicked the ash from his cigar. ‘*All right,’ he said. ‘“‘If writing isn’t talking, what is it?”’ “HEADWORK and HARDWORK,’’ was Hadley Martin’s immediate response. ‘‘Two things are re- quired to write a successful letter—PAINS and BRAINS. The trouble with many letters is that they talk a lot but they don’t say anything. They lack ‘thought’ and ‘effort’! They’re weak—wishy-washy —in construction. ‘*Letter-writing is one of those jobs which requires as [ 21] BUILDING RETAIL BUSINESS BY LETTER much common sense as anything else. No letter is go- ing to pull, gentlemen, unless every sentence ‘says something!’ Every word in it must be right. We have all struggled at one time or another for a word or a phrase that would drive home the thought it was in- tended to convey—and do it with a punch. Sometimes the right word didn’t come so easily and we called in others for help. I for one have spent hours, yes, days, on a single letter. ‘“They tell a story about Mr. Patterson, President of the National Cash Register Company, how once he called a conference of several of the leading executives of his organization—how these highly-paid men clos- eted themselves in a room in New York and for two days worked on a piece of copy consisting of only 250 words. Think of it! The President, the Vice Presi- dent, the Sales Manager and the Advertising Manager of this huge organization spending two days on a 250- word circular! Did it pay? Yes—it produced better returns than from any direct-by-mail literature they had ever mailed out. ‘‘T tell you, gentlemen, some successful letters HAVE been dashed off in a hurry but they’re few and far between, and even then if you investigated you’d more than likely find that back of these letters were a lot of thinking and ‘mind-writing’ for days and days. ‘‘Take the professional letter-writer. He does noth- [ 22 ] LETTER WRITING ing else but write letters. That’s his business. And yet if you asked him how it was done he would tell you it was anything but easy. He would tell you how it was" necessary to have a plan—a definite plan—to work on before a single word was written. He would tell you how every sentence, every paragraph must be carefully built up, with each thought growing out of the pre- ceding thought and forming a perfect whole. All this requires pains and brains—lots of it. ‘*A successful letter, gentlemen, one that people read and believe, is one that puts across an idea clearly and interestingly and in the fewest words. As I said be- fore, writing a good letter is painting a picture in the other fellow’s mind—a picture that attracts, interests and convinces—appeals to his desire for possession and makes him want to buy. ‘‘l'o do this, it requires thought. It necessitates go- ing carefully over every sentence, every paragraph, and thinking. ‘Is this statement true? Is it clear? Could it be better expressed? Is there anything about it that could possibly antagonize the reader? What bearing has this on the matter? Why should this in- | terest the reader? Why should he buy now, ete. ?’ These are the tests that must be applied so that every word in your letter, every sentence, every paragraph, will play its part in driving home your appeal. ‘Let me tell you of a case that was brought to my [ 23 ] V BUILDING RETAIL BUSINESS BY LETTER attention this morning. It well illustrates my point. As you know, quality considered, my firm offers the best value for the money. Because of patents no other firm ean offer a product of equal quality. Yet, one of our competitors unjustly claims theirs is IDENTICAL— produced the same way—and as an inducement offer a lower price. You might say that’s poor business on the part of the competitor, but that’s not the point. ‘‘Some months ago we received an order from an old customer of ours. Before shipment was made they advised they would require more material than they contracted for, and requested a quotation as to the price that would apply in view of the fact that they intended to increase their order from $1,950.00 to $3,300.00. ‘‘Quantity, with us, is not a factor in cost, conse- quently our price is necessarily the same for both large and small orders. We wrote these clients so. We ex- plained why, adding that if we had a better price they would get it irrespective of quantity for the reason that they had been good clients of ours for years and we appreciated their business. ‘‘Ordinarily, this would do, but in this case our let- ter and our explanation were not at all satisfactory for they came right back at us and made it clear they were not at all satisfied and that in view of our position they would go ahead with their contract; but the increased [ 24 ] ; LETTER WRITING material they would get from Blank and Blank whose price represented a saving of $300.00. ‘‘Gentlemen, from the tone and brevity of their let- ter there was no question that we were about to lose a good customer—that they would just as soon not have had a contract with us—that they were under the im- pression that right along they had been paying us more money than they would have paid this competitor for an article represented as identical. You can well ap- preciate their feelings toward us. ‘‘Our sales manager handled this case. He realized immediately that the letter had to do two things—ad- just this grievance first and then sell this client on the superiority of our article. His letter, of which I have a copy, shows plainly that he gave the matter consider- able thought. He could have gone on and explained why our product cost more—that it was superior—pro- duced this way and that way, but he didn’t. He tooka shorter and more certain route. Here is his letter: ‘*Gentlemen: ‘‘That’s mighty fine of you to write us so frankly —and I appreciate it. ‘We CAN’T make you a better price. Fifty- five dollars is the best irrespective of quantity. Copy of the price schedule our representative showed -you is enclosed. [ 25 ] BUILDING RETAIL BUSINESS BY LETTER ‘‘T can well understand why offhand you should be tempted to forward an order, because of price, for the additional material to Blank and Blank. And, I say to you, do so if you wish. But, IN- SIST on a better price for they have sold their product, and on orders for considerably less quantity than the one you offer, at $45.00. ‘“‘“My only suggestion is that in sending your order to this concern you cut it down to the minimum, and the other you send to us because here’s what we propose. ‘“When you have the two products—compare the quality of each and if ours is not superior by MORE than the difference represented between our price and their LOWEST which be sure and get—we will make our price to you $45.00. AND, ON THE ENTIRE ORDER. In other words we GUARANTEE to give you more value at $55.00 than our competitor at $45.00. That’s fair, isn’t it? ‘‘T shall be glad, indeed, to hear from you rela- tive to this suggestion at your earliest con- venience. ‘‘Very truly yours, ‘‘T know you are going to ask me ‘did they take him up,’ and I’ll answer that before you do. NO, they did not. In the face of what he said they could do noth- ing other than send us the entire order.”’ At this point Frank Smythe rose to go. [ 26 ] LETTER WRITING ‘*What’s the hurry, Frank?’’ asked one of the men at the table. ‘“Got to get back to my office,’? was the reply. ‘‘I had a sales letter going into the mails tonight but it’s going into the waste basket instead. I’ve got a new slant on this letter-writing business. Hadley Martin’s got the right dope. It isn’t a question of writing as v you talk, but thinking before you write.’’ [ 27 ] CHAPTER III HOW TO WRITE A SUCCESSFUL LETTER The opening. The most difficult part of a sales letter is the open- ing. Upon the care that is taken with this depends whether or not the rest of the letter will be read. The opening must be so worded that it will grip the atten- tion of the reader—make him read on. A good opening from an actual sales letter is as follows: ‘‘A young fellow came into our store the other day wearing a new suit. It was stylish. The cloth was good. The workmanship was careful. But there was something wrong with the suit. The young man didn’t like it and didn’t know why. We told him.”’ With such a start as this the reader’s attention is im- mediately gripped, his curiosity aroused. It is safe to assume that he will read the rest of the letter. Another successful letter started out as follows: ‘You have probably spent some little time in teaching your boy the value of a dollar—it’s a problem with all parents.”’ [ 28 ] HOW TO WRITE A SUCCESSFUL LETTER What mother would not be interested in a letter with such an opening? Its appeal is irresistible because it concerns her boy, and every boy is the most interesting thing in the world to his mother no matter whether he is gentle and refined in disposition or the terror of the entire neighborhood. Contrast the previous openings with the following: ‘We have been in business for twenty years and should like to call your attention to our new Spring merchandise.”’ Here there is no interest aroused. The most vital part of the letter is dull, dry, uninteresting, and it is not to be wondered at that such a letter fails in its pur- pose. The worst sin in the beginning of a letter is dullness—almost anything else has a chance of success. The successful life insurance solicitor does not start out with: ‘‘Do you want to buy some insurance?’’ He asks you: ‘‘What would happen to your wife and kid- dies if you went to sleep tonight and never woke up ?’’ Such a statement grips the interest, paints a word pic- ture and makes a man think. In beginning a letter avoid all worn out and meaning- less phrases such as ‘‘ We beg to advise,’’ ‘‘We should like to call your attention,’’ ‘‘We take the lberty,”’’ ‘We shall be pleased,’’ and hundreds of others like them. They strike the wrong note at the start—it is [ 29 ] BUILDING RETAIL BUSINESS BY LETTER impossible to get personal interest in such stereotyped, impersonal language. The same is true of the old- fashioned, complimentary close ‘‘Hoping to hear from you,’’ ‘Trusting you will find our goods satisfactory,”’ ete. Write naturally—strive for an easy, natural tone. Whenever possible, catch your prospect right at the start in the sweep of a new idea, something that may never have occurred to him. There is no surer way to arouse his interest and get his attention. A good play or a good book always starts out with the stage set, the characters in the midst of their action and the story in full swing. The sales letter should do the same—begin with the actual facts which the reader wishes, or needs, to know. | But even after you have attracted the attention and stimulated the interest of the reader, you have only made a beginning. You have still the task of holding that interest while you point out the superiority of your goods or your service and make such inducements as will bring the prospect in. The body of the letter. It can truthfully be said that writing a good sales letter does not begin with writing at all. The success- ful letter, like every other successful piece of work, must be the result of a carefully thought out plan. The first essential is to concentrate the mind on the [ 30 ] HOW TO WRITE A SUCCESSFUL LETTER ~ message to be written and the people who are to receive it. Try to write exactly what you mean. Write sim- ply, clearly, and as forcefully as you can. Outline your letter first in the rough—then go over it time and time again until you have painted your picture in a few simple, strong, concrete sentences. Let your letter be decisive. The big achievements of today are the work of men who know their own minds. By exactly the same law of cause and effect the letter that is a factor in getting results is the letter that has decision. The indefinite, wavering letter is a waste of postage, stationery and time. Let us take a good letter—one that has brought actual results—and analyze it: ‘“Dear Mr. Jones: ‘‘Sedentary workers have most of the foot difficul- ties. “Seems queer, doesn’t it?- ‘“‘The executive who gets to his office and sits at a desk all day, with people to run his errands, is more apt to have trouble than the man who walks constantly. ‘‘The reason is simple. A salesman, for example, buys his shoes to live in. A small pinch will cripple him. He makes a science of comfort and gets the best looking COMFORTABLE shoes he can. The desk man, on the other hand, is all too apt to get the most comfortable [31] BUILDING RETAIL BUSINESS BY LETTER GOOD LOOKING shoes he ean find. He doesn’t use his feet much anyway, and a small stiffness seems a small matter. ‘“‘Yet in time that stiffness ‘gets’ him. II]-fitted shoes cause misaligned bones of the arch and heel; and these are responsible for a surprising amount of misery. ‘““The style, quality and workmanship of shoes are too well known in all parts of the United States to need any defense here. But we are proudest, Mr. Jones, of our skilled fitting service. Will you try it? ‘*Very truly yours,’’ This letter, of course, is of the conservative type. It was purposely made so because of the people it was desired to reach and the quality of the merchandise sold. The plan of the letter consists essentially of three steps developed in logical order. They are: lst—The fact that those who are the least on their feet suifer the most from foot troubles. 2nd—tThe reasons for this. 3rd—The good shoes and skilled fitting service of the store sending out the letter. Observe the effectiveness of the opening paragraph. [ 32 ] HOW TO WRITE A SUCCESSFUL LETTER ‘‘Sedentary workers have most of the foot difficulties. ’Seems queer, doesn’t it?”’ This is a fact that the average executive has perhaps never realized. Consequently, when he sees this state- ment he is aroused out of his regular trend of thought. He reads on—gets more facts—and his interest is car- ried along because the appeal is coupled with his own problems and his own needs. This letter hangs well together—develops its theme point by point. Hach thought grows out of the pre- ceding thought and forms a perfect whole that creates one big idea—that the shoes sold by this store are the best shoes to buy. To be successful, a letter must have a single, definite. idea. It must have a continuity of thought that car- ries the reader along without a break. This idea can- not be conveyed to the reader unless it is presented logically. He won’t get any kind of an impression from what you are saying to him unless there is unity of thought in the composition. He cannot follow the argument unless it is the continuity that holds the let- ter together and gives it momentum. The commonest cause of lack of punch in a letter is the temptation to wander away from the main idea. This is what one concern wrote to its prospects: [ 33 ] BUILDING RETAIL BUSINESS BY LETTER ‘*Tt will pay you to deal with us. Our cata- logue is the largest of its kind ever issued. Every pump is put together by hand and tested, and we can ship immediately on receipt of your order. ‘‘Tf you examine our catalogue you will find that we carry the largest stock of goods in our line in the country. Should our goods appeal to you we should be glad to have your business.’’ Apart from the poor style, there is neither unity nor logic in a letter like this. It gets nowhere, and yet it cannot be denied that there is in it the making of some good ideas. The fact that every pump is put together by hand and then tested, if followed to a logical con- clusion, could be made to prove that the quality of the goods could be relied upon. The fact that this house issues the largest catalogue of its kind, if forcefully put over, might convince a man that here is the place to buy. But when the writer of the letter does not stick to his subject, the attention cannot keep pace with the changing thought—and the reader is uncon- vineed. To reach your prospect you must have a message—a single, definite, clearly-stated message. Your idea is to bring him around to your way of thinking, and to do this you must explain and argue so logically that he cannot fail to be convinced. [ 34 ] HOW TO WRITE A SUCCESSFUL LETTER The close. Just as the most difficult part of a letter is the begin- ning, so the most delicate and perhaps the most critical part is the close. The effectiveness of the close deter- mines in great measure the response to be secured from those who read the entire letter. The appeal must do more than get the attention and interest of the reader —it must make him act. Of course in a letter con- structed merely to build good will, the ending is not so vitally important, and yet even in this case the stronger and more convincing the close the better will be the results. There was a time when it was considered proper to end with some such statement as ‘‘Hoping to receive your valued business, we remain.’’ But today those who hope in this way are doomed to disappointment. Weak endings invite delay—and delay means inaction. Too many letters begin attractively and hold atten- tion throughout the process of creating a desire, only to slump away into a weak ending. The beginning is important—tremendously important—but unless the ending is strong the letter will be placed at a serious disadvantage. Years ago it was discovered that a definite command made a successful close, and for some time letters screamed out such orders as ‘‘ Do it now,”’’ ‘‘ Act today,”’ ‘*Get the habit,’’ ete. But now the command has lost [ 35 ] BUILDING RETAIL BUSINESS BY LETTER some of its power; people respond more readily to a suggestive close. A few of such endings are as follows: ‘“Won’t you come in and look at these new Spring dresses? You'll need one, and the time to get it is now—while the assortment is at its best.’’ ‘Tt really is remarkable how reasonable prices are this season. Why not come in and see?’’ ‘‘Spring won’t wait—why should you? Come in today.’’ ‘“Come in often—ever so often. Never buy any- ‘thing you don’t really like. Never leave the store dissatisfied. Tell us about any little trou- ble. We’ll fix it—and quickly.’’ ‘“We have done our best to make this your favorite store. Won’t you come right in and see how well we have succeeded ?”’ Endings like these are admittedly less forceful than the command, but they have the advantage of greater courtesy and are more apt to produce action. Enthusiasm. It has been truly said that nothing worth while was ever accomplished without enthusiasm. Show a real salesman a really good article in a class of merchandise [ 36 | HOW TO WRITE A SUCCESSFUL LETTER he knows about, and quick as a flash you will see his enthusiasm flare up. He will take that piece of goods out into the highways and byways. He will talk it, think it, dream it, and sell it because he knows deep down in his heart that it is a good, honest article and his pride in selling it will keep his enthusiasm alive. The merchant who feels the same way about his store and his merchandise should have no difficulty, with the aid of this book, in writing a message that will drive home its appeal. A really enthusiastic letter—one that makes cold facts sparkle with life without being too effusive—is so refreshing that it is almost certain to pull. Take the letter, on page 38, for instance: No woman could read a letter written in this chatty style without being influenced by its quiet enthusiasm. It has an individuality all its own—a vividness that makes the strongest kind of an appeal. The recipient may have read any number of advertisements about Easter clothes but this attracts her attention because of its enthusiasm. Originality. The letter that stands out—the letter that makes a lasting impression—is one that has at least a spark of originality and is bright, breezy and cheerful. This does not mean that the letter must be queer or freak- ish, By no means. Nothing is more certain to [ 37 ] BUILDING RETAIL BUSINESS BY LETTER Rath, Frice & Co. Iulton and Smith Streets ae Brooklyn: N. Vo Mrs. John Peck, ©21 South Fourth St., Brooklyn, N. Y. My dear Mrs. Peck: "Raster Sunday with no Bonnet 'g like a page with nothing on it And once you have the Bonnet, there's the suit and séarf and blouse and hose you need to go with it! Sure enough Haster is tbe only time in. the year when you buy YOURSELF presents. And why? ‘Because it's Spring! Could there be any better reason? You'll see another good reason, if you'll drop into Blank's within the next few days. Really, Mrs. Peck, the designers do have their best inspirations with early Spring. We've notiged that almost every year. What comes later in the season 4g so often just repetition that has lost some of the original spirit. We have one of the best selections we ever had, waiting for you right now. Won t you come in---? Very cordially, [ 38 ] HOW TO WRITE A SUCCESSFUL LETTER weaken a letter—to distract the reader and defeat your purpose. Originality in letter-writing is the expression of the individuality of the writer. Being original is nothing in the world but being natural—putting yourself on paper. Instead of using word tricks to interest your reader, dig down into your own experience, your own knowledge of human nature, and say the simple things, full of human interest, that are characteristic of ygur- self. Your letters will then be genuine because they are not clouded with vague meanings. They will be original because they reflect your personality. Sincerity. The source of all new business depends upon the con- fidence of the people it is desired to reach. Once that is won they will come in and buy because they want to buy. Just as the man who is sincere looks you squarely in the eye, so the letter that is sincere speaks directly to the mind. It is not evasive. It does not beat about the bush but comes right out and tells its story in a clear, convincing way. It is not a matter of honesty—no merchant today would intentionally deceive—but a man will sometimes unconsciously exaggerate—put into his ads and his let- ters strings of superlatives about ‘‘tremendous bar- [ 39 ] BUILDING RETAIL BUSINESS BY LETTER gains’’ and so forth which are absolutely unconvincing. D. W. Robinson, the proprietor of a department store in a town in Michigan, maintains a mailing list of prospects by the use of which he constantly draws busi- ness not only from the town itself but from an area of fifty miles around. He has been unusually successful, and for this rea- son. He goes to the people direct with well-written personal letters telling the story of his methods and his business ideals. These letters make no attempt to sell merchandise but they do attempt to win confidence. They talk in language that is real, sincere and human and paint a pleasant picture of the store and the kind of service rendered. The inevitable result is that a large number of the people who receive these letters eventually feel that they ought to trade with Robinson. And they do it because his letters ring true. They are just as sincere and convincing as he can make them. Almost without exception the merchants who have ceased to be ordinarily successful and have become ex- traordinarily successful are those who have stopped looking at sales exclusively and have set out to win publie confidence through personal letters. Experi- ence has taught them that when confidence is first created, sales automatically follow. Sincerity is the weapon of conviction and—all things [ 40 ] HOW TO WRITE A SUCCESSFUL LETTER - being equal—the letter that has sincerity shining out from every line of it is the letter that gets results. Courtesy. Above all else let your letter be courteous. One rea- son why many letters fail is because they do not open in a cordial, friendly way. They seem'far away from one’s immediate needs—remote in thought and help- fulness. There is nothing good-natured about them— nothing to indicate that back of them stands a human being with an honest desire to serve. A letter may begin with the most pleasant salutation possible and end with the most complimentary closing that can be written and still lack courtesy. Courtesy is not flattery—it is just that genuine, old-fashioned politeness that considers the rights and feelings of others. There is no place in any letter for familiarity. Just as you’re a bit suspicious about a man who tries to get too friendly on first acquaintance, so you will suspect the motive behind letters that attempt to get into your good graces in the same way. Your desire is to make the reader feel that the mer- chandise you have to offer is substantial and depend- able in every way and that your store is the store in which to buy. To do this your letter must be unfail- ingly courteous from beginning to end. [41 ] BUILDING RETAIL BUSINESS BY LETTER Every day sales are lost because the salesperson lacks tact. Perhaps when everything is in his fa- vor he begins to flatter, to appear insincere or to ‘‘knock’’ competitors. On the other hand he may exaggerate, even ridicule, or become personal in his remarks. The same is true of many letters—they lack tact— good judgment. Many a man who writes letters does not take the time or the trouble to THINK—to use his HEAD. Tosit down and go at a letter in a hit-or-miss fashion, without a definite idea or a definite plan, is not to display good judgment. As often as not such a let- ter fails for the simple reason that the writer was too thoughtless or too tactless to present his proposition with judgment. Think well before you write. Weigh word by word, phrase by phrase, the ‘‘copy”’ that goes into your let- ter and it will never offend the reader. Appealing to Women. In making an appeal to women, the very beginning of the letter should strike some vulnerable spot in the feminine nature, but it must be skilfully done in order that the motive is not too apparent. The appeal to women should hover around her love of style, the needs of the home, and her desire for econ- omy. Bring in any of these subjects deftly at the be- [ 42 ] HOW TO WRITE A SUCCESSFUL LETTER ginning of the letter and she will be an interested reader of the sales talk that follows. The woman is the purchasing agent of the home. In a large majority of cases she must make every penny count, and the letter which displays a spirit of helpful- ness in this regard is sure to gain her attention. The average woman does not have a large correspondence. Her mail is not so heavy that she will not find time to read every letter that appeals to her even slightly. Most women are influenced by what other women are wearing and what other women do—there is perhaps no other touch so productive of interest and curiosity as a reference to what some other customer has ordered or what comments she has made. But it is not enough to arouse a woman’s curiosity. To bring her in, there must be some genuine, strong selling talk. In this connection it is well not to over- look the susceptibility of a woman to flattery, but it should be the suggestion of flattery, the compliment that is implied rather than one that is too obvious. One sales letter began like this: ‘Your natural beauty will be enhanced by Bank’s facial cream. It cleanses and purifies the skin and improves a woman’s looks so that she is ad- mired wherever she goes.’’ This letter did not produce results. Coming to a woman who is only too conscious of her plainness, a let- [ 43 ] BUILDING RETAIL BUSINESS BY LETTER ter about her ‘‘natural beauty’’ only causes irritation. Contrast the previous opening with the following: ‘‘The plainest gown you have will look well if your corset is the correct shape.’’ This one pulled. The writer did not talk about what could be done with handsome gowns. Instead, he con- structed his appeal so that no matter whether a woman had only one dress or a dozen, the argument would apply with equal force. . It is the little things—the subtle insight into femin- ine nature that marks the successful sales letter to the woman. They are not things that can be set down and numbered in a book of this kind; they are rather quali- ties of mind that must be clearly understood and deli- cately handled. Rightly used, they are more potent than all the arguments and facts in the world. Appealing to Men. In writing a man, the appeal must be based on rea- son—logic. It is unwise to send a man a letter that makes him feel he is being argued into something. He is open to conviction but he wants to be ‘‘shown’’—to know that he is going to get his money’s worth. Give him facts that he can’t resist. Let him feel that he has convinced himself—and he will come in and buy. The following is good ‘‘man’’ copy. It is based on logic and ‘‘reasons why.”’ [ 44 ] HOW TO WRITE A SUCCESSFUL LETTER ‘Strangers judge us by our clothes. We size them up the same way. It’s the easiest way to judge a man. ‘‘Tf the clothes are right, you give the man a chance. If they aren’t, you go slow in your deal- ings with him. Maybe he’s all right—but he doesn’t show it. ‘‘Tt’s worth while for a fellow to care how he looks; but that doesn’t mean he has to spend all he earns. dressing himself up.’’ The whole letter—of which these paragraphs are but a part—carries conviction. It is carefully planned. Every sentence makes a definite appeal to the mascu- line mind, for it is based on that universal attribute— the desire to ‘‘get on’’ in the world. Nearly every man has always in his mind a suit, a hat, a pair of shoes or some other article that he in- tends to purchase either when he ‘‘gets time’’ or when he ‘‘can afford it.’’ For this reason the letter must be so constructed that it will stimulate him to an immedi- ate purchase of some article on his ‘‘want list’’ or dis- place a necessity already there with something more necessary. The appeal must be made directly to his needs in an attractive, convincing, man-to-man way. Above all else be original, be human, be interesting and sincere. Put aside all formality and unbend. [ 45 ] BUILDING RETAIL BUSINESS BY LETTER Breathe into every sentence the breath of life and make your letter easy to read and easy to understand. Such letters are welcome wherever they go. They are the ones that get results. [ 46 ] CHAPTER IV THE MAKE-UP OF THE LETTER It was the custom, in a western town, for several merchants to get together after the monthly meeting of the Chamber of Commerce and discuss ways and means to increase sales. Although each of these merchants was engaged in a different line of business, it had been found that an occasional exchange of ideas was helpful and beneficial to all. This particular meeting was held in the private office of Mr. Peck, president of the big store in that town. The others present were Hill, the head of a large retail furniture establishment, Pratt, the owner of the most exclusive boot and shoe shop in the community, and Leonard, the leading clothier. There having been at the previous meeting some mention as to the effectiveness of personal letter ad- vertising, it was arranged that this should be the topic discussed on the present occasion. Peck claimed at the outset that letters are invalu- able for making friends, and the more friends a store has the more successful it naturally becomes. ‘‘Speaking from my own personal experience,’’ he Are] BUILDING RETAIL BUSINESS BY LETTER said, ‘‘I am convinced that letters are going to play a bigger part than ever in successful retail merchandis- ing. Of course, it goes without saying that you have to have the right kind of copy—that’s vital—but how much importance do you gentlemen attach to the physi- cal appearance of the letter—the make-up ?”’ Hill hurriedly stuck his hand into his pocket. ‘‘T can’t give you much of an opinion on that,’’ he said, ‘‘but I can say this. I’ve used letters and found out for myself they don’t pay. I came here loaded for bear—here’s a sample of a letter I sent out a month ago to a mailing list of a thousand. It didn’t pull at all, and now I’m through with the letter game:’’ (See page 49.) Peck took the letter, read it without comment and passed it along. ‘“You can’t fool people with form letters any more,”’ continued Hill. ‘‘That day has passed. Like you fellows, I get form letters in every morning’s mail. I can tell at a glance that they’re circulars and down they go into the waste basket—UNREHEAD. This doesn’t answer your question about make-up, Mr. Peck, but it’s my opinion nevertheless.’’ ‘You HAVE answered my question but you don’t know it,’’ replied Peck with a smile. ‘‘ However, we’ll discuss that later. What’s your opinion, Mr. Pratt?’’ ‘‘Personally, I believe in the use of letters,’’ said [ 48 ] THE MAKE-UP OF THE LETTER Clinton, Ia, Septe 15, 22. Dear Sir:- We suppose that you are about ready to purchase some new furniture, so we gre taking the liberty of writing you reagrding the arrival of our winter stock of furnture and we state without fear of contradiction that this furniture cnnot be duplicated in CLINTON at the same prices. It's easy for a merchant to make a statement but it's hard, sometimes, for him to prove it, so now we have made the broad assertion that our furntire cannot be duplicated, we pat it Squarely up to you to try ite Comparison is still our best salesman, convincing yourself is still our far better than allowing anyone else to convince you, so when you buy furniture this fall, look at as many lines as you wish---and we feel sure you will do as hundreds have done---come to this big new and beautiful enlarged store. Qur new prices this season are attractive, and we guarantee these prices to be ten to fifty dollars less than elsewhere and remember this---you can by on the easy payment plane Hoping to have the pleasure of serving you in the near future, we beg to remain Very truly yours, Sample Furntmre Coe, Figure I. Obviously an ordinary circular. [ 49 ] BUILDING RETAIL BUSINESS BY LETTER Pratt. ‘‘It’s true that the returns from our letters aren’t what they should be but we’re satisfied. The way we do is this. Usually, when we contemplate sending out a letter, we have some cheaper letterheads run off for the purpose and we have the letters proc- essed on these by a concern down the street. One or two of my girls ‘‘fill-in’’ the names and addresses. Here’s a sample of one that we mailed out not so long ago. I don’t believe that people could tell that this was not a personal letter:’’ (See page 51.) The letter was passed around. The only comment came from Hill. ‘‘It doesn’t change my opinion of letters,’’ he said, ‘‘but I will say it’s a better looking job than mine.’’ Next came Leonard. ‘*T use letters very frequently,’’ he began, ‘‘and the returns are good, quite good. But you see I’m not only strong on copy but I’m rather particular how my letters look. Pratt’s letter isn’t bad but it doesn’t look like a personal communication—and isn’t re- ceived as such. In spite of what he says, people CAN tell the difference between such a letter and one that is really personal. The proof of that is seen in the fact that Pratt himself admits his returns aren’t what they might be. ‘‘TIn my opinion every letter should look as much like a real, individually typed letter as it’s possible to make [ 50 | THE MAKE-UP OF THE LETTER Walz-Over Took me EO Ak me OT WASHINGTON, Pa, Mrse James McGowan 176 Walnut Ste, City. Dear Madam;= We want to tell you a few things about shoes this morning. It happens to be the thing we know the most about---of course, we would prefer to show you--- Our Fall footwear has just arrived, There are some stvles that are particularly good, in dark-toned leathers and dull tan, for the woman of good taste. A woman came in yesterday, an old friend of ours, for a pair of Fall oxfords. She. mentioned that the last shoes she purchased pleased her and that's why she returned. Our old customers gladly tell us of the pleasure they take in our goods. It is because we take such pains to give you the right shoes. May we show you these new styles which have come in? Very truly yours, O'Brien & Henry, Inc. Figure II. A poor ‘‘fill-in’’ job. [ 51 | BUILDING RETAIL BUSINESS BY LETTER it. If you ask people to read your letters it stands to reason you should make these letters as attractive as possible. At least that’s the way I feel about it. To begin with, I do not use a cheaper letterhead. In fact, I use better stationery. I get something neat and attractive, printed on good bond paper, something worthy of the house it represents. Then I see that the typographical arrangement of the letter itself is right. I never crowd a lot of copy into one letter. I have good wide margins all around so that what I have to say will stand out clearly. I see that the indentations are right, that the spacing is right and the paragraphs properly arranged. All these things help. ‘‘T have my letters processed and filled-in by the same people. Here’s one of them for you to look at:”’ (See page 53.) Pratt reached over for the letter and looked care- fully at it. But he said nothing. ‘‘I’m very particular,’’ continued Leonard, ‘‘about matching the name and address to the body of the let- ter. ity of merchandise at lower prices than are usual---we in- crease our patronage. Our patrons share in our prosperity. SO we suggest that you bring your list to our store at your earliest convenience and you will be surprised to‘see how quickly and reasonably you can check off each name. Come in SOON. Sincerely yours, [ 366 ] READY-TO-WEAR SHOP A Ready-to-Wear store as a gift shop. Mrs. Albert Gross, 456 Hast 164th St., New York City. Dear Mrs. Gross: How busy everyone is---buying things for other people! It's a generous-hearted old World, after all. For weeks, we have been turning ourselves inside out, trying to become a Gift Shop on short notice, for this Holiday season. Then one of our customers said "Why, you are one, al- ready". So we arranged our stock on display, for easy selection and decided to invite our friends in, at once. First of all, we want you to remember that this is not a Fancy-Priced Shop. Our Ready-to Wear Garments have individu- ality, because of the personal selection and discrimination of our buyers. We are a Specialty Shop---making a characteristic of Style, Good Quality,and Full Value, but high prices is one of the things we do NOT claim as a specialty. We try to avoid it as much as the cost of running our business will let us. May we suggest that gifts from our Shop will be at once useful as well as charming? Is there any girl or woman who would not be pleased with a beautiful fur neck-piece, a pretty wool or silk scarf, a striking wool or silk sweater in a becom- ing color---indeed, any article of Good Quality? Come in and look to your heart's content. The small remembrance for a friend, and the Bigger Gift for those closest to you will receive the same personal attention from us. We wish you a very, very Merry Christmas! Sincerely yours, [ 367 | BUILDING RETAIL BUSINESS BY LETTER Easter letter extending imvitation to see Spring Display. Mrs> I.2Bifsines., 546 5t. Nicholas-Ave., Meriden, Conn. Dear Mrs bridings: Do you realize that there are just twenty more days until EASTER? It may be a little too early to extend to you our season's Greeting---but, frankly,. we felt that it might be a welcome suggestion to mention our Spring display of light weight coats, suits and dresses, at the same time---as HKaster is the traditional time to think of Spring "Bonnets" and all the good things that go with them. We. are writing you early enough---in the hope that you'll drop into our shop---just for a mere TRIAL. Our policy. has always been to keep our stocks fresh and new---ever changing and ever. attractive to the modern-minded woman. The old-fashioned merchant often bought -up huge quantities at big reductions, with the result that the stock was often stale and out-of-date. Our idea is to buy just far enough ahead to avoid the next jump in prices---and then give YOU the benefit of our foresight--- but, at the same time, KEEP our stocks strictly up-to-the- minute---making smaller, but steadier profits. You may always be SURE that if a purchase is not 100% satisfactory, we will make it right, cheerfully and quickly. These are just a few points in our policy which concern YOU directly. We wish you a very Happy Easter Day---and success and happiness for the Season. Cordially yours, [ 368 ] READY-TO-WEAR SHOP An out of the way store that advances this as reason for better values. Mrs: Vincent Flushing, So- Fulton St :, Rochester, Minn. Dear Mrs. Flushing: Again, the merriest time of the year is fast approaching, and we were never better prepared than we are at present, to assist you in celebrating the season with a complete line of Holiday merchandise. Are you looking for a gift for a member of your own family or a friend? We have what you want in an endless variety. Our buyers go each season to the same market frequented by the largest stores in the country, and ob- tain for us a complete assortment of wearing apparel for men, women and children, and things for the Home. We do not have the heavy expense of doing bus- iness incurred by the down-town store; therefore can af- ford to place our values much less than they. This is the reason why "WE MAKE DOWN-TOWN SHOPPING EXTRAVAGANT." . We are ready for the largest December business we have ever had. We have a great selection of gifts, and an eager and willing force of employees to serve you, and now we want you to come and let us demonstrate how much more you can obtain for your money here than elsewhere. We also urge you to shop early and in the morning. You will find it more pleasant and more profitable, with no crowd to bother vou om hurry you. We extend to you and those near and dear to you the greetings of the season. Yours for service, [ 369 ] BUILDING RETAIL BUSINESS BY LETTER Christmas gift suggestions and apparel for your own wear. Mrs. James Collins, 5678 Third Avenue, Muncie, Ind. Dear Mrs. CoLLlins: December the month of festivities---and the happy perplexities of Christmas Gifts is here. Have you ever heard of @ woman who would not welcome a gift of a bit of dainty lingerie or a fine piece of Madeira linen? We are carrying a very unusual and exclusive line of these things---and we have a special display of them for this favored month. Perhaps you will be interested in dropping in just to see them, whether you are looking for Gittss “or aes And then---something to wear yourseli- = 70 c gue Holiday---blouses, dinner and tea gowns---ruffled, tucked, shirred and draped into the most bewitching and distinctive models, in lovely colors and quaint, unusual combinations of material---you must come in and see them. You will be de- lighted. . pomeone once said---"Individuality in Dress is knowing .the kind of thoughts you think---and WEARING them!" In the Oriental Shop, at this season, you'll find that "something different" which will express your Personality. It is fascinating to shop here---and a welcome al- ways ready. pincerely yours, [ 370 ] READY-TO-WEAR SHOP Extending an invitation to visit store during convention. Miss Anna Berg, 445 East llth Street, Peeve ON Ox Dear Miss Berg: We were recently pleased to hear that the Ohio teachers were again to hold their convention in Troy on August 30. The convention was so well attended two years ago, and so many of the Delegates paid a visit to our store, that we are happy to extend to you, an invitation to come in and look around, while you are here. For this occasion we have obtained an especial- ly attractive selection of Fall Styles in Ready-to-Wear Clothes for women and at very exceptional values---we are sure you will be interested in seeing them. In our Millinery Section on the Fourth Floor, @ registration booth has been arranged, and for every delegate who registers, we have provided a SOUVENIR, a compact Signature Blotter and Ruler combined, which you will doubtless find very convenient. Anticipating the pleasure of entertaining you here at the store, where every convenience has been pro- vided for your comfort, we are Very respectfully, [371 ] BUILDING RETAIL BUSINESS BY LETTER Autumn showing of styles. Mrs. Frances Ferguson, 585 W. 36th St., Hannibal, Mo. Dear Mrs. Ferguson: Autumn, you know has a way of bringing with it a longing---yes, a necessity for a Spick, Span new Suit. Summery frocks and last Spring Suits have outworn their welcome. Autumn is in the heart and seeks expression in new attire just as leaves break forth in color and the Chrysanthemum opens wide her myriad petals. If it is a beautiful suit of soft, velvety fabric, richly adorned with Fur or Embroidery that you wish, at Blank's you will find an assortment un- excelled. Or if a smart Tailleur would better suit your fancy, these, too, are here in abundance in trimmest styles and most fashionable colors. So many handsome modes are now on display, there is certain to be one for every need, Just stop in when convenient and let us show you some of these new garments. There's never any obligation. Very truly yours, [ 372 ] READY-TO-WEAR SHOP Special purchases for customers while merchant is in New York. Mrs. B. Von Tassel, Twin Falls, Idaho. Dear Mrs. Von Tassel: Tomorrow I will leave for New York to se- lect our Spring models. It occurred to me that you might have some- thing special in mind that I could purchase for you while East. If so, I would be glad to hear from you at the address below. With kindest regards, I am Sincerely yours, [373 ] BUILDING RETAIL BUSINESS BY LETTER From the store’s buyer while in New York on coming styles for women. Mrs. 72> Parisanc, 56 Christopher St., Db. seu.s: Moy Dear Mrs. Parisano: For the past three weeks I have been in New York and other Eastern Fashion Centers, looking over the lines of the most exclusive houses, and truly, I don't think I have ever seen a more pleasing array of styles and colors. I'm’ feeling in high spirits ‘for liye Doushtaae smartest Coats, Suits, Furs, Dresses and Waists you ever saw. Perhaps I made a mistake in going in too heavy, but these garments so impressed me, that I feel sure they will appeal To everyone vor OUY Trent. Most of these selections have gone forward. In fact, I had word from the store this morning that many of the new things had arrived and were already on display. I am particularly anxious that you see these new styles real soon, so why not make Gea pcinG po stop tives the store tomorrow? I need scarcely mention the Policy of the Blank Store---they're always glad to "just show” you anything in which you are interested. vincerély yours; [ 374 ] READY-TO-WEAR SHOP A letter from New York about purchases of misses’ apparel made there. Miss Emily Little, I.Main St., Detroit, Mich. Dear Miss Little: Last year, we determined upon a little plan which, in a way, concerns you. We decided to give MORE attention to the wearing apparel for the smaller Ladies and Misses. During my stay here in New York, I had this well fixed in mind, and spent much of my ‘time visiting the display rooms of leading firms specializing in Jun- ior and Misses' garments. The styles were never more charming than this year. 1 have selected from these exhibitions, garments modeled by the world's up-to-the-minute designers. Among them are the smart, straightline suits and prettily draped Capes, smartly tailored daytime frocks of tricotine, serge and Poiret twill, and exquisite blouses of georgette crepe and net revealing many novel innovations. These garments should be on display at the store within the next few weeks and I am anxious that you stop in the first opportunity. It is the difference in QUALITY, the genius in cutting, that I want you to see in these gar- ments, for I know you will appreciate it. Cordially yours, [ 375 ] BUILDING RETAIL BUSINESS BY LETTER A Return from New York letter. Mrs. William Bain, pa et atNal gon Nat Trenton, Nid. Dear Mrs. Bain: For the past three weeks we have been in New York, buying the most exclusive, yet practical Suits, Capes, Dolmans, Dresses and Waists. It will be’ a pleasure to show you the resuks of our purchases any time after May 6th. We have secured the exclusive agency of a line of Suits and Coats never before shown in Trenton. We are also authorized. representatives of Blue Bird, Rawah and Burgesse Hats. Won't you kindly favor us with a visit before you purchase? Yours respectfully. [ 376 ] READY-TO-WEAR SHOP ‘ A letter from New York featuring the season’s newest styles and women’s wear. Mrs. Jim Cole, Providence, Rhode Island. Dear Mrs. Cole: After spending some time here visiting leading New York houses, we have been fortunate in securing some wonderful merchandise at surprisingly moderate prices. It has not been an easy matter to secure these goods at such prices, in view of existing market conditions, but we feel that we have just bought the finest collection of suits and coats ever shown -- the season's newest styles. The coats include styles for motor, sport and general Uti ltty Weal. ona values are remarkable. There is something distinctive about the styles we have selected, something about the cut, fit and nicety of detail, as well as quality of material, that will appeal to every one of the well dressed women of our community, whether it is a tailored suit, coat, waist, dress or hat, that you are interested in. We are planning to show you daily, new arrivals of beautiful summer dresses in linens, ginghams, organdies, voiles and swisses. The styles this season are the prettiest shown for several years, and mere description could not convey more than a hint of their beauty and smartness. As for judging the values, you must see them yourself. DEuop 1m at the first.opportunity. Weare sure you will be delighted with what we have to show you. Cordially yours, [877] BUILDING RETAIL BUSINESS BY LETTER Fashion displays announced by owner of the store while in New York. Mre.. 2. Kimbealdy, 112. Mein cee Troy tees Dear Mrs. Kimball: Though in this Great City, my thoughts are nevertheless, with Troy and my good friends there. You are also constantly in the thoughts of my corps of buyers, and you may rest assured that the greatest care and judgment is being exercised in the matter of our Fall selections: seven department heads are here, ,exerting every effort in your behalf, and with the assistance of a staff of experts from our permanent New York office, there is nothing that can possibly be done that is not receiving the most exacting attention. I am frank and pleased to say that you can well cipate the most extensive showing of high-class merchan- n our store that ability and money can procure. oO oz The showing in our Ready-to-Wear and Millinery Departments will be unusually extensive and the styles dis- tinctive, interesting and correct. I am sending this as a personal invitation to you to visit our departments, inspect the merchandise as it arrives, and note the wonderful crea- tions of our American artists, recently returned from Paris. The first displays will be ready by the first of next week. Plan to drop into the store about Wednesday. Cordially yours, [ 378 ] READY-TO-WEAR SHOP Buyers during their trip East made unusual purchases. Mes = ie Colt, Seovupoutn 4rd 5t.., Siac ge ns Gale i ea a Dear Mrs. Colt: SOpring was certainly late in starting this year and, before you know it, summer will follow on the heels Of spring. . No doubt you've been thinking of buying a summer dress or two and possibly a coat wrap. This letter is not to urge you to buy anything you don't need or want, but to. invite.you to see our display, because it is particularly good, right now. Our buyer spent the last few weeks in New York and purchased some mighty fine apparel for girls and women. You'll no doubt be down town shopping tomorrow or Saturday, and we certainly would like you to visit the new department on 'the second floor, because we think YOU'D enjoy it! By the way, you'll find that our blouse and mil- linery departments have moved down to the main floor---for your convenience, which is always our first consideration. Sincerely yours, [ 379 ] BUILDING RETAIL BUSINESS BY LETTER A back home letter about purchases made during trip East. Mrs. Ray Walch, - 59 W. Michigan Ave., Detroit, Mich. Dear Mrs. Walch: It is a delight to be back once more from 2 visit to America's business metropolis, New York. With me I have brought many new style ideas and a thorough knowledge of existing modes to enable me to answer those perplexing “What shall I wear" problems. Every number we have selected possesses a cer— tain quality of individuality and refinement: that will appeal to your taste. And the prices, too, are exceed- (ingly modest. The importance we attach to careful selection of exclusive garments has! been responsible ter Gee remarks made here and there, “Anything I buy at the Blank's Store, I know I will not see a duplicate elsewhere." It is’ this unusual dis play of Confidence sn euue part of those who come to us season after season, and who with such assurance recommend us to others, which seems to justify us in again inviting you to review a rather ex- ceptional assemblage of Fall apparel. Please’ believe that this very cordial invita— tion is extended quite irrespective of any desire to in- duce you to purchase, but in the confident belief that you will be genuinely interested in the many new things. Very Sincerely yours, P. 5S. We are showing a complete line of high grade furs, and because of the present uncertain market conditions we suggest that you make your selections early. [ 380 ] READY-TO-WEAR SHOP A sale by a store whose every day values are bargains. Meek. LU. Davis, eo Milk St., Boston, Mass. Dear Mrs. Davis: The last half of January--that is the period set aside for our Big Clearance Sale which will effect our en- tire stock. You will marvel at the remarkable values in Suits, Coats, Dresses, Furs, Blouses--and at prices not to be seen again this season. We believe that you are already convinced that 1S er Values are exceptional values, even at the Original markings--and that you will appreciate a reduction on these prices as an opportunity that you don't want to miss! Be sure to come in. It will be worth your while to keep this time in MIND! Very truly yours, [ 381 ] BUILDING RETAIL BUSINESS BY LETTER Semi-Annual Clearance Sale. Everything included. Nothing carried over. Mrs. Kate Stein, 456 East 162nd St., Cleveland, Ohio. Dear Mrs. Stein: You are always interested in a good bargain --- aren ? ‘ » q 7 > f 7 ey ié ys 4 +” ’ i alts ae Reet craton Vit , _ PERSONAL SHOPPING SERVICE iu . ar ae > _ - ~e , { Parr Z ‘ | re ian ie ; . | Yoo ee aim . : . te ar : * ; +2 : > wy ae me 2 : ' ie - - Section IX CHILDREN’S APPAREL BUILDING RETAIL BUSINESS BY LETTER A complete store for children. Mrs. L. M. Franke, 244 Longwood Avenue, Caro i Dear Mrs. Franke: We are writing this letter to announce that Blank is a Children's Store. Here the requirements of Youth have been given unusual consideration. Our Toy Department does not spring into existence at Holiday time and then vanish. Although the stock is greatly augmented at that season, to meet the increased demand, you will find a well maintained and equipped Toy Dept. all the year rougd. Special departments serve the needs of the Juniors in Wearing Apparel. In the Boys' Department complete out- fits may be obtained---suits, overcoats, hats and all ac- cessories as well as clothes to play in. In the Girls! Department, will be found the garments that all girls delight in. Here may be selected those sprightly garments which will enhance her youthful charm. Mothers and daughters appreciate the smartness and girlishness of the frocks displayed. And did you know that we handle complete scout Equipments for both boys and girls? An added feature is the Children's playground on the Fifth Floor, where you may leave your children in charge of a competent attendant, while shopping. Very truly yours, CHILDREN’S APPAREL Children’s department a store wn itself. Mrs. C. D. Green, Sete BEY SU. Lynn, Mass. Dear Mrs. Green: Have you ever visited our Children's Depart- ment? It's a little world of its own - a world of dain- tiness, bright colors and quaint styles - everything so ‘very fresh and clean - created to please and delight Mothers. Lovely COLOR reigns supreme in this depart- ment, and everyone bows down to it as the very special privilege children have, soft pinks and blues, cheerful yellows, bright prints and plaids and whimsical embroid- eries in mingling shades. You will enjoy looking at the little garments and soft down quilts, attractive slumber pillows and the many things that complete a Baby's toilet. Then there is everything for little girls from a school pinafore to that first "party dress" for the sixteen year old---and a41 with an eye to those "practical" points which the Mother must consider---"Do they launder well"-"Are they well-made and durable"-"Will they be in style next season"? Conservative DEPENDABILITY is the key-note in this department. You are always welcome, whether you come to buy or just to "look" around, and get ideas. We would be very glad to be of service to you. Sincerely yours, [421 | BUILDING RETAIL BUSINESS BY LETTER Summer apparel for the children, Mrs. E. C. Spear, 200 Main St., Lynn, Mass. Dear Mrs. Spear: During the very hot months of July and August, children need more clothes than at other times. Nothing will keep them as cool as fresh dresses and undergarments. We have many comfortable things that will make your children happy and contented no matter how hot the weather. Proper clothing is almost as important as proper food, For the mornings we have attractive, quaint dress- es of gingham, print and: calico for pirle fromecr se sixteen and for the smaller children we have little rompers made of thin materials---just the thing to play in. For afternoon wear we have a lovely assortment of fresh, crisp organdies, dotted swiss and voiles---made with tucks, ruffles and laces into bewitching frocks and becoming hats of fine straw for the young girl---and sweet, soft ) little dresses, and cool dainty bonnets for the smaller children. Won't you stop in some day when you are passing by? Our saleswomen never weary of showing you our stock--- it is a pleasure to display such lovely things before appreciative mothers, whether they buy or not. Cordially yours, [ 422 ] CHILDREN’S APPAREL Clothes for graduation. Miss Helen Bandel, $45 Hast 115th St., New York City. Dear Miss Bandel: Graduation day is a REAL event. For little affairs, for dancing school, before and after the important occasion, as well as on this day which marks a milestone in every girl's life, a becoming new frock is in- dispensable. Indeed the occasion for this letter is not alone to congratulate you, but to remind you that we are ready with in- teresting stocks, including not only pretty frocks, but silk Suockings, shoes — in fact all accessories of dress, including many articles at moderate prices. You will naturally be taking more and more interest now in dress and in "style". We want you to learn, by your own experience, of this store's endeavors to be first always with the new; to be certain always of reliability; to feature those Original, "different" things in which young girls delight - yet to be sure always that they are correct, smart and fairly Priced, riever "freaky" or extravagant. In other words, we want you to learn that this store is progressive and is possessed of a sympathetic understanding or youthiul needs and desires. We hope you will call upon us whenever we may. serve you in any way. Won't you come in to see the pretty things for yourself; and note particularly the personal, intelligent, interested service given you by every one of our salespeople? pineerely yours, [ 423 ] BUILDING RETAIL BUSINESS BY LETTER A letter to mothers about apparel for children. Mrs. K.-i. Forrest. 897 Southern Boulevard, Tokedo:, Ohio. Dear Mrs. Forrest: We have always endeavored to make "The Children's Shop" a, household word among the families of Toledo. We have everything for children of all ages, from the daintiest hand-made Baby dresses and sturdy "Play Clothes", to the fluffiest frock for the first evens ing party. For all little people under fourteen, we have Furs in a quaint originality of styles and a variety of skins. Big sisters will, no doubt, be interested in the charming frocks, plaid skirts and smart-looking coats we are now showing. We also handle a complete stock of Infants' | clothing, Boys' and Girls' shoes, underwear, hosiery, hats, knit goods, sweaters and gloves---also sweaters and gloves for Misses and small Women. Frankly, your children could have no better place to learn to spend and save money, than at this store, where the things you buy can't be duplicated in Quality, otyle or Price. .If you know of & Mother of Children who would be interested in our Service we would be glad to have you send us her name and address. When you come in, mention that it is in reply to our letter of invitation; we shall appreciate it. May we expect you in very soon? Yours very truly, [ 424 ] CHILDREN’S APPAREL Children’s store—sale affording unusual values. Veo ekece COuLins, 244 Prospect Avenue, New York City. Dear Mrs. Collins: That child of yours--- You wouldn't take thousands for that child, I know and probably, before you are done, you will have spent a good many thousand, for children are "dear" in more ways than one. It's our policy to SAVE for our customers on their children's expenses instead of helping them SPEND more than necessary. During January, we hold a big Clearance Sale, offering exceptional concessions on every- thing, from Baby things to smart styles for the girl or small woman. It's a good chance to "stock up" for the year and save a BIG SUM, all in all. This 1921 Sale is unusual, because our reduc- tions have been very severe in order to bring stocks back to sound levels. Also, we have been fortunate in obtain- ing many special lots of high grade merchandise from manu- facturers and jobbers who were likewise anxious to put prices on a staple foundation---sacrificing without reserve, not only their profits, but taking big losses. We have devoted much time and care to working out this big money saving event for you---and suggest early selections while assortments are at their best. Very truly yours, [ 425 ] BUILDING RETAIL BUSINESS BY LETTER Christmas letter. Invitation to bring children to see toys. Mrs. J. B. Henderson, LLB Kenyon St. ; Syracuse, N. Y. Dear Mrs. Henderson: Christmas! The Children's time, with all its Surprises---is just around the corner! In the Toy Department at either our First Street or Main Street shops you will find a gift to fulfill the dreams of the most imaginative child. Drums for the noisy little boys; games for the quiet ones. Dolls that look ALIVE, and miniature household: equipment that will delight the souls of the little mothers of the future. Bring your children in and find out from Santa Claus what they want for Christmas. He has his many, many toys here from which to make their choice. For a gift for the little new baby, come to our Infant's Department, where you will find soft warm carriage - robes, little cosy wraps and bonnets---Sweater coats, wide wool scarfs or scarf sets, gloves, shoes and wooly teddy bear suits---all make wonderfully practical gifts---inex- pensive presents which will please any Mother. . Come in and get the Christmas Spirit---and bring the Children! Yours very truly, [ 426 ] CHILDREN’S APPAREL Directed to the child’s mother about infant’s wear. Moo bw: Harris, 500° Main St.-, Lynn, Mass. Dear Mrs. Harris: Every woman likes to have her child look as well as, if not better than, any other child in the world. If you shop here, you will find the very things you want, and at.reasonable prices. We have everything from the daintiest dress for the smallest baby and the fluffiest Summer frock of the young girl, to the sturdiest play clothes for these hot summer vacation days. You will be delighted with these lovely things---and it is so comforting to find things with a touch of individuality and charm---within your means. We believe that children, as a rule, look better in simple clothes---and there is the added ad- vantage of economy. You will find such clothing here. But the more fanciful styles, full of originality and unusual little touches, are also included. I'm sure that you will find our selections in very good taste, the variety extensive and the department as a whole the finesievou. can lind. Cordially yours, [ 427 ] ‘ey SrEcTion X TRADE AT HOME | [429 | BUILDING RETAIL BUSINESS BY LETTER “*Trade at Home’’ series. Letter No. 1. Mrs. J. K. Mansfield, iOnendal) Ste, Woonsocket, R. lL. Dear Mrs. Mansfield: Perhaps you are one of the many content- ed residents of this much-loved little town who do the bulk of their shopping in Providence --- and buy their hairpins in Woonsocket. If-so, you are only naturals. Were sam old-fashioned belief that .a woman of any taste can't find what she wants in a "small town department store". It started years ago, when that was really true. Today, there is enough demand for more in- dividual and exclusive styles, in Woonsocket, to keep alive a shop equal to the best in Providence or Boston. But there aren't quite enough people in town who real- ize this possibility to make any great extension prac- tical, as yet. However, Mrs. Mansfield, you and your friends can make it possible for Blank & Blank to be uniquely satisfactory in this respect --- and that is what we are trying every day to become. Think about it. pincerely yours, [ 430 ] TRADE AT HOME “‘Trade at Home’’ series. ; Letter No. 2. Mrsis drs ie3 Theres 179 River Road, Woonsocket, R. I. Dear Mrs. Thomas: Just outside of New York, there is a town that people call “ideal”, because it is “rural" and yet as convenient as a little city. The women go into New York to the theatre, to luncheon, to meet friends --- but when they shop there as a shop in the “village” that they always "Gome back to", Mrs. Thomas. It is noted for its se- lections, its authoritative quality and its courteous clerks who "remember what you like". There is a shop like that in every town, ‘Mrs. Thomas, if it is only discovered and encouraged. The owner of this "ideal" shop got people's attention by announcing that he bought his things with all care in New York and went to the expense of bringing them to the village --- and unless he could be sure of a cer- tain percent of the town trade, he would have to take his business elsewhere. We can't all be as high-handed about it as he was. But a store is like a human being --- the more attention we get, the more pride we will take in our- selves. Every bit of support we get from you puts us that much more in a position to equal the big city standard. ‘ Sincerely yours, [ 481 | BUILDING RETAIL BUSINESS BY LETTER ‘“‘Trade at Home’’ series. Letter No. 38. Mrs. P. Kent Anderson, US) OPiS au 5 Woonsocket, R. lL. Dear Mrs. Anderson: It's a very old, well-worn argument that Woonsocket will never progress, grow or be much more than a commercial parasite on Providence until Woonsocket people trade at home. But an old argument is never DEAD, Mrs. Anderson, until it isn't true any more. There are a good many loyal Woonsocket citizens who continue to talk it --- probably the mer-— chants the loudest --- yes. They are in business for something beside the love of the home town, by neces- sity --- but you know that we are working for Woonsocket, too, or we would have picked up and moved into the city, long ago. We would much prefer to bring the so-called "advantages" of the city here, in the matter of a high standard of style and value, of variety and originality. And that is an entirely possible thing to do! Many people have discovered that it is no longer a sacrifice to give some of their trade to Woon- SOCKety (aS iaaam avr is providing a stock in every way up to the city standard. Have you? Sineerely yours, [ 432 ] TRADE AT HOME “‘Trade at Home’’ series. Letter No. 4. roe net pa. Daxon-, 21 Amboy St., Woensocket, RK.’ L. Dear Mrs. Dixon: Pouce iy, soul ve sald Lo yourselm. "1 would gladly buy my clothes in Woonsocket, if I could only find what I want, here! No doubt, in the past, you tried and found that you could not. So that is why you often take the long trip into Providence, spend the day thaw might have been devoted to pleasure, shopping --- and come home with a charming dress or suit, quite satisfied --- not aware that we bought some of our Fall stock from the same source exactly and have models of quite identical quality and originality. | It is a fact, Mrs. Dixon --- for you know that Woonsocket is large enough and "metropolitan" enough, these days, to have its own exclusive shop, without being dependent on any other source. If Woonsocket women continue to encourage the start we have made in that direction, it will be possible for us to extend constantly in variety and selection. This, indeed, I will guarantee to do, in return for your kind patronage. SLcCerely yours: [ 433 ] BUILDING RETAIL BUSINESS BY LETTER “Trade at Home’’ series. Letter No. 5. Mrs. Chas. Welborne, 193 Bryant Ave., Woonsocket, R. I. Dear Mrs. Welborne: During a recent visit to New York, buying for Blanks, I had a conversation with a big whole- sale dealer that Mr. Jones wanted me to repeat to you. It may be of interest to you. "How many wholesale houses have you visited since you came?" he asked me. I told him---ten or twelve He laughed and said, "Just as I suspected. I'll have to offer. .you' my BEST, won't Li) ousmucs know the market pretty well, now, I've noticed that it's the man from the town of 30,000 or less who is most careful what he buys and how much he pays for it. The city buyers aren't such good bargain hunters--- probably because they usually have a little more money to spend. That"s gust human nature!” This means three things to you, Mrs. Welborne, ---that we actually DO buy from the same sources as the city stores---that our selections are often made with MORE care---and that our values are really better, on the whole. This isn't theory---it is my own personal observation. T sincerely hops¥you wit) See,rse Bare P stock I just sent in---for the “proor or the pudding is in the eating." Very truly yours, [ 434 ] —~—_ src C TRADE AT HOME “Trade at Home’? series. Letter No. 6. Mrs. Philip Ross Bernham, ie rerk Place , Woonsocket, R. I. Dear Mrs. Bernham: In one of my previous letters to you, I mentioned a difference in prices at Blanks and in the cities. Since then, I have spent some time making a comparison for you, just to be sure I was right. What I discovered, Mrs. Bernham, made me Veryeonx ious vor writve this letter to you. On certain national products, we quote the standard prices of course. On others, wherever the prices depend on the percent of profit the mer- event, has to figure on, ours are, im the majority of cases, LOWER. In no instances, higher! City merchants, as you know, have far great- er expenses and higher rents. Their volume of profit has to be larger to cover that, to say nothing of the net incomes to the members of their larger firms. This fact,- of course, will not interest you unless you know, as well, that the things we carry come from the same sources and are quite parallel to those in the city stores --- which, having told you, we can aornowmore until you find out for yourself. Sincerely yours, [ 435 ] BUILDING RETAIL BUSINESS BY LETTER “‘Trade at Home’’ series. Letter No. 7. Mrs. Maynard Bell, 6/2 Polke ule, Woonsocket, R. I. Dear Mrs. Bell: There is a bit of Winter in the air, these days --- and a restless little desire for a new Fall SUIt, in your Mind, lon oethere, From long habit, you'll perhaps be planning a trip in to Providence or Boston, to “lookvaround) before very long. I should like very much to come vo lycusaa person and say --- "Why not try ...... FIRST this- year, Mrs. Bell? You might form a new habit that you would like to have!" The reason I suggest it is that I am so very sure you could find exactly what you want, among the new distinctive styles that our New York buyer has just sent in. Give one of them a sporting chance to appear in Woonsocket on the right person --- and there will be another walking argument for "trading at home!" My suggestion is --- not that you buy from er 7 --- Simply that you INCLUDE us in your Fall shopping. Cordially yours, [ 436 ] TRADE AT HOME Clothes carried in the larger cities to be found in this store. Mrs. William Farnum, 11” Forest Ave., Lexington, Ky. Dear Mrs. Farnum: You'll appreciate the fact that clothes are really an indication of a woman's taste. With true appreciation of the art in dress and an ability to distinguish between mere whims of fashion and the real modes destined to reign undisputed through- out the season, we have assembled for your approval, the most desirable of the new Spring Frocks, Suits, Coats and other Spring essentials. You may accept these dis- plays as authoritative guides to smart and distinctive wardrobes. Aside from presenting apparel values of strik- ing character they offer the fashionable woman a wealth of inspiration and help. Why spend your time going into Louisville or Indianapolis, when you can come to Blankville so quickly? We are sure you will be agreeably surprised at our very distinctive selections. May we expect you in during one of your lei- Bure aiternoons? Thank you. Cordially yours, nee an 0 vi Mu TL « » } INSTALL of ( Section XI 3 MENT BUSINESS BUILDING RETAIL BUSINESS BY LETTER ““Preferred Customers’ Ledger’’— another way of saying ‘installment plan.’’ Mra. 28. i. Jackson, 510 Hastings St., Detroit, Mich. Dear Mrs. Jackson: You haven't used your account with us for a long time, and we miss you. Perhaps you do not know, but after your last purchase, when we saw how promptly you paid your account we put your name in our "Preferred Customers Ledger", which means that the next time you come in you will not have to go through any formalities--just tell the sales- man you have a "Preferred Customer's" account and there will be no question asked. We shall always feel that the obligation is entirely on our side and not the least on yours. We won't feel that our credit department is complete with- out a purchase going through now and then which bears YOUR NAME. This store is just like an individual---it has a fine pride in its associates. These associates are its customers. We trust that you will soon decide that the service, merchandise and accommodation we offer are worthy at least-of your early investigation. Why not stop in during the week? Very truly yours, [ 440.] INSTALLMENT BUSINESS Quality apparel on deferred payment plan. Mrs. Donald Gardner, “OG eoutn, ord o.., Batavia, N.Y. Dear Mrs. Gardner: No matter where you've been buying clothes for yourself or your family, this shop has Three’ Surprises for you; this Spring. : First - a surprise that you CAN find good quality clothing - just as good as you used to find before prices went so high and values so low. secondly - a surprise that you can make your pay- ments; taking as long as you think necessary. Thirdly - a surprise in the attractiveness and exclusiveness of Style in the garments we carry. 5So it's worth your while to INVESTIGATE. Many of the best, most conservative people of this community are taking advantage of our weekly payment system, especially now, during this period of high costs and this is why:- People who have always worn clothing of the best Quality---fine materials, beautifully cut and sewed, KNOW that it isn't economy in the end to buy the cheap article--- though it seems to be a saving AT THE TIME, because you aren't paying out a big cash sum. So, in order not to sac- rifice QUALITY they use their good credit, on our install- ment basis. We believe this plan will appeal to you, for these reasons. Very truly yours, [ 441 | BUILDING RETAIL BUSINESS BY LETTER Everything for the family on ““installment plan’’ basis. Mr. Jack Green, 456 Fort Wadsworth Ave., Portland, Me. Dear Mr. Green: Since last Spring, Clothing costs have gone up 100%---and most men's incomes have NOT. So, though you have never bought your clothes on the installment plan before, there are a good many strong arguments for it, this season, aren't there? It's mighty hard to pay out a lot of money in one big lump sum, when your whole family discovers their new Spring needs all at the same time. Yet you know that it is @ grave mistake and not economy in the end, to sacrifice the Better Quality, in materials and workmanship, that you used to insist upon. Your credit is good with us. We are glad "to ex— tend the privilege of weekly payments, as a special arrange- ment during this period of high prices, as long as it laste: We advise you to stick to your old standards and require- ments of QUALITY, and make use of your own good CREDIT--- which is not, in any sense of the word "debt", but simply "reward of merit", a recognition of your good business standing. We can supply your whole family with the very best~ Quality Clothing, this season, under guarantee, and we hope that our plan of meeting these difficult price conditions will meet with your favor. Very truly yours, [ 442 ] =e Se INSTALLMENT BUSINESS Overcoming any prejudice toward the ‘‘installment Mr. William McCarthy, 4456 Second St., SOpringfield, Mass. Dear Mr. McCarthy: Any man on earth may feel proud when he is offered credit — it is a courteous recognition of his good, honest business standing. The whole world's busi- ness is done on credit---the greatest and strongest nations are the greatest "borrowers"---because it is the most convenient and EFFICIENT way of trading. Personal credit is coming more and more into use every day. Tae sold idea of the “installment plan" is in good repute. In this period of high costs spread- ing payment over a longer period is perfectly sensible and legitimate, sometimes absolutely necessary. To pay cash means a bigger sacrifice all at once---and usually that means. you have to get a cheaper article which isn't economy in the end. To pay "on credit", buy the BEST and get long wear, pleasure and satisfaction out of your purchase, is the wisest plan. We have a "Fair & Square” weekly payment plan, and we invite you to make use of it, for your own pur- chases and those of your whole family. We maintain and guarantee a certain standard of style and quality, yet our prices are no higher than the same grade will cost elsewhere. Hence, we offer you a banking and a clothing Service in one---we loan you money "without interest" and we provide you with the Quality of Clothing you have always worn. Very truly yours, [ 443 ] BUILDING RETAIL BUSINESS BY LETTER Women’s apparel on weekly payment plan. Nrs. &. M. Slade, 59 En oue opringfield, Mass. Dear Mrs. Slade: Good clothes, you'll agree, appeal to everyons-——-evem those who appear unconcerned about Good Dress. It's a duty, and @ pleasant one, to be well dressed. There's nothing that will give one more satisfaction than to wear something that is dis- tinctive, appropriate and becoming. You will be needing some Spring Clothes---BUT, white prices have been going up, most people's incomes have NOT. When you try to buy your clothes---or induce your family to buy theirs, at the price you all used to pay, you'll find that tie same Quality isn't there, any more. ~O---we have made you our weekly payment offer, to help you meet these Spring demands that come all at the same time---and to help you "STICK TO QUALITY"---which means economy, in the end. This Spring we're showing Suits, Dresses and Summer Frocks for the woman or girl who appreciates correct style--—- dainty frocks for the girls---sturdy suits for the boys and the latest patterns for the man. There is everything the whole Family needs tate sneer 's---and at prices no higher than the Same grade can be purchased in a cash store. Our guarantee goes with each sale---and it is backed up by a quarter of a century of Honest Dealing and a reputation for "Fair & Square" Play. Sincerely yours, [ 444] INSTALLMENT BUSINESS Why installment house must carry only the very best merchandise. Mr.J. B: Jaffey, Springfield, Mass. Dear Mr. Jafifey: Did it ever occur to you that a house selling on a credit basis is COMPELLED to carry the best possible values? Well, that is absolutely true. Because payment is made on the installment plan, the buyer is coming into the store frequently and certainly, if the suit he bought isn't "standing up"', holding its shape and wearing, would he continue to pay for it? No, he would NOT. For twenty-five years, we have been selling on a credit basis to the families of Springfield giving our guarantee of Sa- tisfaction with every single purchase, making "Fair & Square", happy-all-around settlements when any flaws occurred--and we still have, on our books, names of any number of customers who did business with us in the beginning. That's why we feel Justified in inviting your confidence in us, your trade with us. This new credit system of ours, the weekly payment plan, is convenient and has proved satisfactory to thousands. So, when you need new clothes, and want the best quality and style, remember our offer and drop in, just to "see what you can see". Cordiatly wours, [ 445 ] BUILDING RETAIL BUSINESS BY LETTER Payments can be spread over period of several months. Mrs: Ji. 2Pe Brow, 11) Cowr tee Aurora] Lag Dear Mrs. Brown: How many times, this Spring, have you looked longingly at a certain neatly tailored serge suit or dainty frock---THEN looked hesitatingly at the price tag and SIGHED? You can't afford to pay out from $40.00 to $60.00 for a single piece of wearing apparel, out of ONE month's allowance for expenses. And there aren't many incomes that will stand it. It is almost a temptation to just BUY that suit or dress, care- less of how you're going to pay for it---just GET it because you WANT it. But we have made arrangements for you to do the next best thing. At Blank's you can say to the clerk---"I want this suit, and I want to pay for it over a period of two, perhaps four months. I'll dropein, once a week, endvpeieec mUCcoecieee as I feel I can". And your request will be granted. In that way you can get the enjoyment and wear out of your purchase WHEN you need it most, and you. can afford to get the BEST QUALITY. This plan will simplify your whole family ex- pense budget, if you will remember, when you shop, that we have clothing for children and men, as well as for you. Very truly yours, [ 446 ] ai Siw a} an oer | a eae i ia n out a t ue e , i, : 5 ‘eae mA FI ite oS a 5 * 7 ~ a i Ps ke ‘ ‘ . 7 . ae ? Fa La) . i ' e La ¢ e < eae a Section XII PeesINACTIVEH ACCOUNTS ne = 2 = ry i r « . ‘ a ' ‘ ‘ ~ 5 ¢ #1 ¥ # 4 My . . - ! ‘ ae ‘ BUILDING RETAIL BUSINESS BY LETTER A third follow-wp on Inactive Accounts. Mrs. J. K. Henderson, Lad Maan Sor, Buttetow ieee. Dear Mrs. Henderson: You see, we are a bit persistent. We've written you two other letters, inviting you to re- new your trade and revive your account with us. We want to see your name on our books once more. It will seem like old times. But, we assure you that the feeling that you are again a patron with an account will be worth more than any purchase you may make. The merchandis- ing business isn't all cold dealing and dollars---- there's a certain amount of sentiment in it, too. Every conscientious merchant takes a genuine pride in holding his trade. We always took pride.in the fact that you had an account here; therefore, this special effort on our part to retain you as 4 patron. Since last time you were here, we have add- ed many new lines of merchandise---fresh goods, new styles---and we are sure that there are many surprises in store for you. ~Assalways, youswili sind our pre. the lowest consistent with honest values. This is the third time we have written you, not to be annoying, but simply to show you beyond any doubt that we have appreciated your patronage in the past and are anxious to number you again among the many friends whom we are endeavoring to serve con- scientiously and with every courtesy at our command. Very truly yours, [ 448 ] INACTIVE ACCOUNTS Inactive Account letter stressing values. Mrs. Howard Jackson, Lieve in St. , Boston, Mass. Dear Mrs. Jackson: "What is wrong with our service that this customer should leave us?" That's what we've been asking ourselves Since we looked over our books and found that, for some time past, your name, Mrs. Jackson, has been ---numbered among the missing. If the cause of your absence is some dissatisfaction with us---some instance in which we fall short---"whatsoever it may be" I want to know it. Iwill consider a conference with you on this matter a personal favor to me. If there is no other cause than a "lull" Lie your buyin during 2 period of difficult market conditions—--we will be glad to welcome you back with the BETTER VALUES we are now able to offer you---values that will remind you of the days before the War. pincerely yours, [ 449 ] BUILDING RETAIL BUSINESS BY LETTER Use your “‘charge agaiwm’’ and more often. Mrs. George Johnson, _, 686 St. Johns Ave., Evanston, -Ill. Dear Madam: We don't like to bother you one bit but we feel that you are not taking advantage of the best things in life by not using your charge account with us. Today the Blank Store stands alone as one of Evanston's greatest Factors in supplying the needs of thousands of people in and surrounding this great metrop- oli. The reason is clear---our stocks are so broad and extensive, so up-to-the-minute in style and so reason- ably priced that few people fail to watch our advertisements and always drop in to Blanks when they are down town. There are so many things in a big store like this that it would take almost a whole newspaper to tell about them. So we appeal to you again to visit us the next time you are down town---your account is still open, and we are always glad to serve you. Yours very truly, [ 450 ] INACTIVE ACCOUNTS Surprised to write you have not been as good a customer as formerly. Mrs. Jean Howard, 225 Dpixth Ave., Bridgeport, Conn. Dear Mrs. Howard: In looking through our customers' accounts today, we were surprised to note that your account had not recently been so active as formerly. We hope this is through no fault of ours, but if it is, we would like to know it and if possible straighten the trouble out. If our merchandise or service have failed to prove satisfactory or you have been unable to find the goods you wanted in our store, we would appreciate your telling us of our short comings, so that we ~- may correct them in the future. There is one thing we feel we can say without fear of contradiction regarding our store and that is this---ALWAYS RELIABLE ---and with market conditions as they are at present it seems to us that this is very important indeed. . We also believe you will find our store more attractive and comfortable to shop in than ever, as we have made many improve- ments recently including a new lighting system and noiseless com- pressed air cash system. Just now we are offering many special values in linen suits, wash skirts, summer waists, cool, sensible corsets and silk underwear, and we will be delighted to serve you either in these lines or in any other that may meet your requirements. May we hope to have the pleasure of serving you more often in the immediate future? Sincerely yours, [ 451 ] BUILDING RETAIL BUSINESS BY LETTER A follow-up on a previous inactive account letter. Mr. J. R. Henderson, LL Wad Bt be, TPO Vie ie Dear Mr. Henderson: We note the still further lapse of time since we had the pleasure of charging merchandise to your account, and, not having received a reply to our letter of Jan. 7th, we wish to be sure that we have done everything we can do to adjust any error or investigate any failure on our part to give you perfectly satisfactory service. Of course you realize we cannot get at the bottom of any individual cause for complaint unless the customer tells us about it, and so we write again, hoping you will advise us whether the discontinuance of your purchases is dué to any fault of theresa. or its employees. If we seem to be persistent, pardon us; but so anxious are we to serve every customer well, that we believe a letter from you may open the way for adjustments or explanations, and a-renewal of pleasant business relations between us. Naturally, however, we should be still more pleased to learn that nothing is amiss, that you are among the great majority who are entirely satisfied with our goods and service, and that we may expect you to come to us when you need the kinds of merchandise in which this Store, excels. Yours very. truda, [ 452 ] INACTIVE ACCOUNTS Attempting to get back an old patron. Charge account privilege arranged. Mrs. G. L. Jones, 46 Broadway, Dayton, Ohio. Dear Mrs. Jones: In looking through our records, ‘we find that although we have had the pleasure of serving you on various occasions in the past, your purchases recently have not been as frequent as we might wish. We are therefore writing you to ask if our service or mer- Chandise has been in any way unsatisfactory. We really believe our store is in a better position today to be of benefit to you than ever before---because, with conditions as they are, our well-known reputation for reliability acts as ab- solute insurance of satisfaction on the goods you buy here. Another reason why we believe this to be true is because durirg the past year we have developed wonderfully---improved our store, increased our stocks of dependable medium-priced goods and by anticipating our requirements months ahead, have continually been enabled to offer the right kind of merchandise at most reasonable Dreces: We are really anxious to number you among our regular customers and would be very pleased to have you consider this an invitation to open a charge account with us. You will certainly find it a great convenience, whether shopping in person, by mail or telephone; besides you are sure to get all our announcements regularly. simply call at our Credit Office, when next in the store, and tell us that we may open the account. Thanking you in advance for your kind consideration. , Sincerely yours, [ 453 ] BUILDING RETAIL BUSINESS BY LETTER Last purchase quite some time ago. Why? Mite i WS Ox, . 900 Springfield Ave., Newark, N. J. Dear Mr. Fox: The last purchase you made in our tailoring department eccording to our records was some time ago. Neturally we are now wondering whether you long ab- sence could be due to any dissatisfaction. Most of our patrons seem enthusiastic over our service end clothes, and because we do not often lose a good customer, we felt impelled to address this letter to you today. If anything occurred to cause your displeasure or inconvenience, we feel sure you would have given us the opportunity to make it right. But if there should be any such reason, won't you stop in and frank- ly tell us what it is? We will spare no pains to prove to you that your custom is warmly appreciated. Why not come and see us within the next few days? ‘It would be a special pleasure to know this letter had accomplished its mission. Very truly yours, [ 454 ] INACTIVE ACCOUNTS Pre-Easter inactive charge account letter. Mrs. M. A. Brown, 902 Hastings St., Detroit, Mich. Dear Mrs. Brown: Ever since we wrote you about two weeks ago we have been looking forward to your coming in. From the beginning of our career, we "hitched our wagon to a star" in our ideals of what this store should be---not the "near best," but the VERY best---in service and in merchandise. Frankly, we feel that our success is not quite complete without a larger share of your patron- - age. We would, therefore, be delightea to have you avail yourself soon again of the charge account privilege that has been established for you. With Easter just around the corner, why wouldn't this coming week be a splendid time to come in? You will be simply entranced with the beau- tiful fashions in Spring apparel we have assembled for your selection. Yours very truly, [ 455 ] BUILDING RETAIL BUSINESS BY LETTER Just what is the difficulty? A letter inquiring why customer stopped trading. Mrs. 500. Butler. SOL Ovens... New Orleans, La. Dear Mrs. Butler: When a good customer of ours is absent at a buying season---a time when we are offering values as unusual and lines as attractive as we have recent- ly---it is a matter we can't overlook. Just what is the difficulty? Can we remedy it? Or---in case it is the matter of price---perhaps if you come in you'll find we HAVE remedied it! We are selling for prices es low as ANY THAT WILL PREVAIL THIS YEAR---RIGHT NOW. It is really very simple and easy to know when a price is. fair and when it isn't. NEW merchan- dise, in the prevailing mode, must have been bought lately, at the present low wholesale prices; and it Can accordingly be priced moderately. Demoded stock on the other hand was undoubtedly taken at the top of the market, and is apt to be priced higher than it should be. Our stock is absolutely new and fresh and up-to-date. It is less expensive and more attractive than any you have seen for years. Come in---! Yours cordially, [ 456 ] INACTIVE ACCOUNTS — Calling attention to Anniversary Sale to an ex-patron. Miss Florence Miller, eae ROP oO Gin; Columbus, Ohio. Dear Miss Miller: Yesterday, a woman came into our store for the first time in two or three months. Speaking to the sales- girl, she said---"Do you know, I feel just like coming back Home". This is a "Home" store. It's a family store--- an institution that is a very part of Columbus. We have always devoted our efforts to helping the people of this great Columbus community to save on their home and personal needs. Right now, we are in the midst of a great cele- bration---our Sixth Anniversary. It is, undoubtedly, the BIG EVENT OF THE YEAR. It is our means of expressing in practical, tangible form the deep appreciation we have for the kind wishes and hearty co-operation we have received from alli our friends, such as you, during the past year. Isn't this an admirable time to again make use of your account? Everything in this store, in the way of values, is contributing to the unbounded success of our Anniversary Sale. Comesin, soon. You'll find that it..s just as our friend said---"like coming back Home". Yours very truly, [457] BUILDING RETAIL BUSINESS BY LETT#R We’ve been looking for a charge slip bearing your name. Mrs. LL. A. Jackson, 52 Broad ot. , Chica@oray ai Dear Mrs Jackson: We've waited and waited--- Every day we've been expecting to see charge slips bearing your name coming into the office. You see, we have everything nicely sar. ranged for your accommodation. Once you begin that charge account, you'll be delighted at the trouble and annoyance it saves. You will find endless occasions where it won't be convenient for you to pay cash.) Atisries— tablishing a charge account here you will never be troubled with the necessity of carrying large sums on your person while shopping. This saves you the inconvenience of cashing checks, besides all the other advantages here at the store. You will be thoroughly pleased with the arrangement. We have written to you in the thought that the idea may have appealed to you favorably, but you simply have been too busy to come in. Come in. Buy what you want. Simply say "charge it". 'No waiting. No questions. You don't lose a moment's time. It's the busy person's way to shop. You'll be delighted with it. Very truly yours, [ 458 ] INACTIVE ACCOUNTS If your infrequent visits are due to dissatisfaction, we want to know about tt. Mr. John Jones 82 Forest Ave., Tuxedo, New York. Dear Mr. Jones: This store is celebrating its fifty-second anniversary --fifty-two years of success under the ownership and management of the founders and their sons--and we believe that our earnest endeavor to gain and retain the confidence of our customers through all these years, has been the biggest factor in the growth of our business. We are very proud of the fact that in- numerable families have been our customers for half a century. Of course you know that we have thousands of employees and cannot meet our customers personally, as in the early days; but we are just as deeply concerned when we discover that one of our customers has not been regularly dealing with us recently. Therefore, knowing our merchandise and service to be entirely satisfactory to our customers in general, we naturally wonder why no goods have been charged to your account for some time. We can hardly believe that your infrequent visits could be due to any dissatisfaction on your part. But if any- thing had occurred to cause you displeasure or inconvenience, and we missed the opportunity to make amends or adjustment, we are very sorry indeed. If there should be any such reason, won’t you tell us what it is? We consider it a privilege to place the best service of this store at your disposal, and shall spare no pains to prove to you that your patronage is appreciated. We sincerely invite you to renew your habit of visiting the store. Yours very truly, [ 459 ] . BUILDING RETAIL BUSINESS BY LETTER Writing the customer who stopped trading. Mrs. W. Normand, 8 South St., Twin falls, Lowa. Dear Mrs. Normand: No other motive than practical "Good Business" prompts us to write this third letter to you. We know that the loss of a valued customer means some FLAW in our Service. It is our policy to "build for Tomorrow in the Service of Today"--so we take your absence from our store as real cause for concern about our future. We want to locate and correct the flaw that caused it. We value your patronage, and we want to win and keep your confidence. Our definition of Customer is not "the man or woman who bought something from us, today" but "the buyer who intends to come back, next time!" You can easily see that your reason for leav- ing us is a matter of vital importance to us. A person- al talk with me would clear up the matter for both of us --and be a really constructive help to our plans for im- provement. I would be gratified to see you in my office, any time. Sincerely yours, [ 460 ] INACTIVE ACCOUNTS We ever wondering whether your absence is due to any dissatisfaction. Mr. Marvin W. Thompson, Soy Wiklow 'St: , Johnstown City, Penna. Dear Mr. Thompson: The last purchase you made in our clothing de- partment, according to our records, was March 18. Nat- urally, we are now wondering whether your long absence could be due to any dissatisfaction. If anything occurred to cause you displeasure or inconvenience, we feel sure you would have given us the opportunity to make it right. But if there should be any such reason, won't you stop in and frankly tell us what it is? We will spare no pains, Mr. Thompson, to prove to you that your custom is warmly appreciated. Why not come and see us within the next few days? It would be a special pleasure to know this letter had accomplished its mission. Yours very truly, [ 461 ] . BUILDING RETAIL BUSINESS BY LETTER Recently we have not been favored with much of your business. Mrs. Wm. Smith, 117% Howard St., Hrie,; Pas Dear Mrs. emia: For some reason you have not favored us with much of your business recently. We wonder wh Aer How would you feel about a case of this kind, if you knew, Mrs. Smith, positively knew, you had a well assorted line of goods, prices right, salesmen courteous, and for no apparent reason were no longer favored with the patronage of a desirable customer? Wouldn't you begin to wonder what was wrong? Well, that is just the way we feel about it---there is every reason way you should buy from us---and still no’ business. “Won*teyo0 help us out and tell us why? Yours very truly, [ 462 ] INACTIVE ACCOUNTS Inducing an old patron to come back. Mosc Vewt. “Morrisons 820 Hastings St., Detroit, Mich. Dear Mrs. Morrison: Human nature, is very much the same the world over. People don't like to be forgotten. Somehow here of late, we feel as though this store must have slipped your memory. We notice your account has been dormant for over &@ year. We are naturally wondering what can be keeping you away. Most of our patrons seem enthusiastic over our Service and Merchandise, and because we do not often lose a good customer, we felt impelled to address this letter to you, today. From the beginning of this store's career, we "hitched our wagon to a star" in our ideals of what this store should be---not the "near best" but the VERY best--- in service, in merchandise, in the estimation of the good people of this community. Frankly, we feel just as though Our. success 19S not complete without a larger share of your patronage. Enthusiasm is running high at our shop, this season, because our collection of Women's Garments is the finest in our history. You see, Miss Reel, herself, has been in Paris recently and made a personal selection of--- but we cannot begin to tell you about that ina letter. Why not come in and see them yourself, within the next few days?. It would be a special pleasure to know that this letter had accomplished its mission. Yours very truly, [ 463 ] BUILDING RETAIL BUSINESS BY LETTER We were sorry to see you were not in recently. Mr. J. L. Henderson, SERS ies toi eae ree PELL Ohn Na te My dear Mr. Henderson: It is always gratifying to hear from an old friend, and when looking thru our records we were sorry to see that you have not been in recently. Of course, it may be that you were not in need of anything in our line; however, with the Spring season here you will probably require some new clothing or furnishing, in which case we would like to ask that you bear us in mind. Right now you will find here clothes with a certain "touch and go" that will make a man feel as fit as he looks on Easter Morning. Styles that are neither overdone nor underdone but just right. No frills, fads or. fancies---sinm--. ply Spring suits of good taste in their becoming- ness. We'll be more than pleased to "just show" you anything in which you are interested. Very truly yours, [ 464 ] I f Section XIII Peete wh Ae COUNTS BUILDING RETAIL BUSINESS BY LETTER Concerned more in getting back an old customer than gaining a new one. Mrs. Wm. A. Brown, 5lsChambers= ots. hudscmaah ary, Dear Mrs. Brown: Perhaps you wonder why we are so seriously con- cerned about the fact that no goods have recently been charged to your account. Perhaps you think one account among thousands would not be of great importance to us. But we assure you that your particular account, Mrs. Brown, IS of interest---especially if, your purchases have been discontinued because of any failure on our part to give you the best of service. Our regret at losing a customer would be far greater than our pleasure at gaining one; for, if we have been at fault, it is because of some shortcoming or blunder, and such errors cannot be corrected unless they are brought to our attention. Is there anything we can correct or explain? We shall be glad to have you make more frequent use of all the privileges of your charge account at this store. We are eager to serve you, and we believe a more regular dependence upon us will convince you that our cus- tomers enjoy some very distinct advantages in the way of quality, value and service. Yours very truly, [ 466 ] CHARGE ACCOUNTS Again extending charge account privileges. oem sce. OME GH ¢ Oi Mein .S% ., Pareto, Ny x. Dear Mr. Smith: Last Fall we bothered you for about a month---talking charge accounts. Remember? Since then, about a hundred or more names have been crowding the "S's" in our ledger. But YOURS is numbered among---the MISSING. Mr. Smith---after finding out that your busi- ness is WORTH HAVING---and after spending a month going AFTER it---we aren't going to give up so easily! Come in and talk to us---NOW---before Easter comes and camps on your Cash Box. Surely you know, by this time, that you're more than WELCOME. Very truly yours, [ 467 ] BUILDING RETAIL BUSINESS BY LETTER Pointing to persistency of appeal as proof that patronage on ‘‘charge account basis,’’ is earnestly deswred. New Nee aJones;, Oeoe me ULl “30° <5 hutccaie. N.Y, Dear Mr. Jones: It's proof POSITIVE that we want your account ---and "we won't be happy 'til we GET iv”! It's true, Mr. Jones. We have looked up your CREDIT and found it GOOD. Now, if you'll look up OUR QUALITY---our VALUES ---our SERVICHE---maybe we can "get together" on this CHARGE ACCOUNT question. We believe you'll find us worthy of sharing your good Credit with us. We have been waiting a long, long time---and we are sincerely anxious to number you among our PERMANENT patrons. Very truly yours, [ 468 ] EE — a a a CHARGE ACCOUNTS Extending charge account privileges to make shopping more convenient. Mrs. George Smith, 425 Howard Ave., Lynn, Mass. Dear Mrs. Smith: It is my intention to give our customers the best possible service during the Holiday season which is fast approaching. For this very reason I have placed your name on our list of charge customers, in order that you may at any time charge merchandise without making applica- tion at the office. This store is "A Store of Specialty Shops" specializing in ready-to-wear apparel for women, misses and children; at the present time featuring Christmas gifts both practical and unusual. Trusting that this little Christmas favor of opening an account meets with your approval, and with best wishes for the coming Holidays, I remain, Cordially yours, [ 469 ] BUILDING RETAIL BUSINESS BY LETTER Extending ‘‘charge account’’ privileges to a select list. Mrs. Anna Brown, Re Ree Joplin, Mo. Dear Mrs. Brown: A store is known by its patrons, as an individ- ual is known by his friends. The names that are eivenvove our counters, and recorded on our charge slips from day to day, are an important part of this store's usefulness. When people say, "I have an account with BLANK'S", we want it to tell the right story about us. |. We want the right kind of people to be our customers. We try to choose them, by offering the service and quality that discriminating people want. But we do more. We invite accounts of those we particularly want to serve. It would be a great source of satisfaction to us it we might number YOU among our charge customers. An account with us will save money for you---insure your getting most for what you spend---provide a record by which you can eliminate small leaks---put all our facilities at your instant service. There will be no formality about an account---in fact your Mame is already listed upon our ledgerm in preparation forsyour firs) purchase. Come in and make that purchase! Yours ecordaaliy. [ 470 ] CHARGE ACCOUNTS Extending charge account privileges to select list. —_— Mrs. J. K. Henderson, We Mein St. , Hartford, Conn. Dear Mrs. Henderson: An unusual number of the well-to-do families of Hartford make this store their main source of supplies in its field: We have been most fortunate in our clientele, We like to feel this is due to the values we offer. Certainly those most accustomed to judging values in the better sort of merchandise seem most appreciative of our offerings. . True economy, of course, consists in getting value for what is paid out---not merely in avoiding expenditure. Everyone MUST spend, to live; but some do so more skillfully than others. To these we make our appeal. We believe that this is YOUR KIND of a store. We think what we have will please you, as it pleases others of Similar interests. This is why we hope you will accept our invita- tion to open an account here. fours ‘cordialiy, [ 471 | BUILDING RETAIL BUSINESS BY LETTER Pointing out the convenience of a charge account. Mrs. Jack Smith, ABI SBCkeSon, 5U.), AiLbany. Ni. XY. Dear Mrs. Smith: The advantages of our charge account system have been extended to hundreds of patrons in this city and the saving of time and trouble is so gratifying that they are enthusiastic in recommending it to their friends. Charge customers may order at any time, by mail, telephone, telegraph or in person, and the bill will be rendered at the end of each month when settle- ment can be made. One can in this way take immediate advantage of special offerings. We're very anxious to have you on our books as a regular "charge customer", and if you will allow us to, we will arrange our records so that you will get es- pecially prompt and satisfactory service at all times. Simply stop in the first opportunity you go out to shop and tell us that we may. We'll be more than pleased to have you accept this invitveat. on Very truly yours, [ 472 ] CHARGE ACCOUNTS A “‘cash’’ store that is now inviting ‘charge accounts.’’ Mrs’... oH. Wolte; OED PORTS b., Indiana, Pa. Dear Mrs. White: You hare no doupt. heard of-ourssuore, and the many years in which we have been serving our ever increasing number of regular customers. We owe a debt of gratitude to all of them for the assistance they have rendered in our steady growth. We want to number you among our regular and interested patrons. Although this has been a cash store, we are now prepared to open charge accounts with those who can give the usual satisfactory references and settle every thirty days. Try us. If we meet your approbation, we are well repaid. If in service or merchandise you are dis- satisfied, we want you to tell us, so we can make it right. This is the way by which we have made and kept our friends through these many years. We invite you:to-see our excellent line of Fall merchandise, bought by those who are thoroughly posted as to market conditions. You will be delighted to find so complete an assortment of the season's Styles. A survey of what we offer will make it plain why "WE MAKE DOWN-TOWN SHOPPING EXTRAVAGANT." Yours for service, [ 473 ] BUILDING RETAIL BUSINESS BY LETTER Open a charge account. We have already arranged all details. Mrs. J. A. Green, 258 Hastings St., Detroit, Mich. Dear Mrs... Green: . 4 Any time you want to come in and make a purchase without cash, it will be a great pleasure to us to open a charge account with you. In fact, we've been eager to do this.for some time! We have even gone so far as to make a record here in the store that whenever you call, it is perfectly al- right for you to purchase whatever you wanva iivery. thing:is arranged for you! A revelation is in store for you in. the cer of service, the quality of merchandise, - orm courtesy, and the genuine desire to win only your patronage but your friendship and oval of this institution. 4 Fe OS Sect Ke SS a) SS (S ue) Every modern woman realizes the many bene- fits and the convenience she enjoys through having a charge account at a dependable store: A store, in turn, is known by its charge accounts - you judge it by the women who patronize it. So that, because of your position wim she -commn— ity if you avail, yourself of our Mmvitatron to-do" your buying here, you are reflecting credit both on your- self and om This store. We hope you will decide to let us serve you = all the facilities of this store are completely at your service. .1t is “YOUR STORE". Use iu. © Users SOON. Yours very truly, [ 474 ] CHARGE ACCOUNTS College girls wmvited to open charge account. Miss Clara Young, 445 Beck Street, Milwaukee, Wisc. Dear Miss -Young: school will open very shortly, and, no doubt, there are certain preparations you will have to make for the needs ahead of you. We are splendidly prepared to take care of your every need trom head to toe. Our stocks are new and up-to-the-minute in style. The assortments are so large that you will have little trouble finding what you want. If you find that a charge account would be of service to you at this time, it will occasion you little Grouble to drop in at our Credit Office: on the third floor and arrange for same. Trusting that we may see you soon and that we may be of good service to you, we remain Yours very. truly, [ 475 ] os, > a 2a Section XIV FURS BUILDING RETAIL BUSINESS BY LETTER Success of present Fur Sale due to wnusual values. Mrs. Philip Unger, 246 Flushing Ave., Brooklyn, New York. Dear Mrs. Unger: Our Fur Sale is twelve days old and very suc-— cessful. People discovered during the first week that the reductions are remarkable---told their friends and crowds are appearing in greater numbers than we had really expected. . But we bought heavily for this Sale and for Fall, and we have on hand enough stock to supply the demand all during the month of August. So there is still a very wide variety of up-to-date, 19243 coats, scarfs and muffs for your selection---beautifully marked Russian Pony in natural col- or and black, youthful Racoon and Squirrel, rich Hudson and French Seal, Moleskin, Nutria, Coney, Marmot and Wallaby. If you don't feel that you can pay for Winter Furs right now, we will make arrangements not to charge them until November. if you have an account with us. If not, we will be glad to hold your purchase for you, on @ 10% deposit, as long as you wish---storage FREE until De- cember. We want to make it easy for you to buy furs NOW, and save from 15% to 25% the same skins will be. We are holding this Sale for YOUR benefit---and to win YOUR Good Will. vincerely yours, [478] FURS Fur Sale. Prices will be higher next month. Mrs. John Merriom, ll Howard Ave., Home > x. Dear Mrs. Merriom: Only five more days of the Fur Sale. On September first, our price tags will all show the Fall prices, from 15% to 25% higher than the ones we can give you NOW. When cold weather sets in --- and Furs are such a comfort, both for warmth and picturesqueness --- you will think of this sale regretfully, if you miss it --- grate- fully, if you take advantage of it. There is an excellent selection left for you, even after three weeks of heavy selling --- and this is why: These are our NEW FALL STYLES we are offering in this Sale --- not “left overs". So, you see, our reductions are GENU- INE. We will never be able to offer such prices again, be- Gause every skin we buy to replace the ones we are selling, wild COST US from 15% to 25% more! We cannot impress on you too strongly the real opportunity we are suggesting to you. If you ever expect to have furs, buy them NOW --- it will be an investment. We will be glad to make some easy time payment plan for you, Lf yoOuInquire about (1b. Remember, just five days more! scincerely yours, [ 479 ] BUILDING RETAIL BUSINESS BY LETTER Annual display of furs—inoitation. Mrs. William Meyerson, 4D6. Wes Lancers, Batavia... Dear Mrs. Meyerson: You must make it a point to attend our big annual display and sale of fine furs which takes place September 15th to 20th inclusive. We are confident you will be impressed with this great annual event of ours. It is needless to say that furs this year will cost considerably more. Anticipating such a market, however, we purchased enormous quantities months ago when pelts were much lower in price. It would be well if you have any idea to buy a fur coat or fur piece for the winter that you make your selection now. By so doing we are confident that you will get better workmanship and a saving of from 20 to 40 per cent. The garments we are now showing are made of the finest skins---style, cut and finish guaranteed, of course---innumerable styles to select from. You must stop in the first opportunity. You'll find us more than glad to "just show" you anything in which you are interested. Cordially yours, [ 480 ] FURS August sale on furs— opportune time to buy. Miss Anna Coffee, SOW kee bo obs, nopeny «N.Y 2 Dear Miss Coffee: Next Fall --- when the weather turns cold, you'll be thinking about Furs. And it all depends on what you do now, whether you will take out a new coat or scarf then, put it on and feel snug and comfy --- or whether you will go to a furrier, price things and find them SKY HIGH! Beginning with the second day of August --- next Monday --- we are holding a Fur Sale, featuring a 15% re- duetion! The friends, of the Harrison & Co. will appreciate what this means, for they know by experience that when we reduce our prices, the reductions are ACTUAL --- REAL --- and worth taking advantage of. August is a dull month in the fur market, and in order to stimulate business great price reductions are made. The manufacturer makes us notable price concessions and we in turn pass these on to you --- plus a big saving, by rea- son of our smaller profits. You see, it's merely a case of creating a brisk August business. We are content with smaller profits that this demand may be created. 80, if you will glence over our Ad’ in the next Sunday's paper --- you'll find many reduced items mentioned, and you may see advertised there, the very skin you have been wanting, made up in the latest Fall styles, at a price that will surprise you! And we will look for you in our store -+- third floor --- next Monday! Cordially yours, [ 481 ] BUILDING RETAIL BUSINESS BY LETTER August fur sale— marked reductions. Mrs. Lillian Sky, 1516 Myrtle Ave., Brocisignn,. N.Y. Dear Mrs. Sky: Our Annual August Fur Sale will be staged this year, on the ten days starting Wednesday the 20th. Preparations have been made and merchandise purchased that will make this sale the largest and most attractive ever held in this store. I know that you and your friends will find this mid-summer exhibition most pleasing from every point of view, and if you intend purchasing a new Fur, we will be prepared to deliver to you the very latest styles fashioned in the best pelts, and do this at prices which will mean a very substantial saving. The fact is --- we have made our purchases much below the present market prices, and we intend mak- ing some SPECIAL REDUCTIONS to yourself and friends dur- ing this big Ten Day Fur Event. If you will pass this word along, to those who might be interested, we will certainly appreciate - the favor. Very truly yours, [ 482 ] FURS Personal service in Furs. Mrs. Belle Sperling, Bob Uti caSt., Hiicecec iN”. 7 Os Dear Mrs. Sperling: With the approach of Fall, you are looking forward to the cold months and their needs. You are also thinking of buying new furs, or remodeling those that are out of style. May I solicit your patronage and offer you my services? I do only first-class, and reliable work at reasonable prices. My ready-to-wear furs are the best in style, make and quality. Prices reasonable. Where I am located, the running expenses are low, compared to the down-town, high-rent districts. When you buy here, you are paying for vaiue received, and not for high rentals. Won't you please call and look over my styles? I thank you for your attention. Respectfully, [ 483 ] BUILDING RETAIL BUSINESS BY LETTER Manufacturer’s representative will show line? Shall we advise you as to exact day? Mrs. Harry Sweenie, Oi eam #5.. ; SG. eeooilc.,) MO. Dear Mrs. Sweenie: We are expecting the representative of the BLANK & BLANK CO, furriers, in the very near future. He will remain with us for one day only to display his complete line of fur coats, capes, coats and fur pieces for the coming Fall. Also, a complete line of Summer furs. During his brief stay with us, we are very anxious that you make -it a point to cone in and help us in our selections. It would be well, too, if you have any ; idea of buying a fur coat or a fur piece for the coming winter that you make your selection now. By | so doing, we are confident you will get better skins y and workmanship at a saving of ten to fifteen per-. Gert: If you will indicate your interest by re- turning the enclosed card or phoning Main 10, we shall be very glad indeed to advise you the exact date of this exhibition. Very truly yours, [ 484 ] FURS An institutional series for a high class Fur house. Letter No. 1. Mrs. Charlotte Brewster Jordan, 70 Morningside Ave., New York City. Dear Mrs. Jordan: Two years after Lincoln's proclamation, the pioneers of the House of Blank's were planning for the winter comforts of the people of New York Town. So it is that the House of Blank has seen two wars---and their consequent depression. It has watched the careers of thirteen presidents. It has passed from the difficult period of barter to the era of fixed prices. It has seen the invasion of factories and machinery---and cherished an appreciation of hand crafts- manship. It has known the day when some of its skins were trapped on Manhattan Island and carried by stage to the trading outposts of Greenwich Village. Fashions have passed and re-passed our mir- rors like a Review---we may have provided Furs for your Grandmother---and remodeled them for your Mother. And for you, Mrs. Jordan, today, this means a well-established standard of value and taste upon which you can depend. Very truly yours, [ 485 ] BUILDING RETAIL BUSINESS BY LETTER An institutional series for a high class Fur house. Letter No. 2. Mrs. Afton Thorley, Ardsley on Hudson, | New York. ; Dear Mrs. Thorley: — : : i When you buy Furs, like works of art or precious | stones, you have to trust, in some degree, to the knowledge and authority of those who sell them to you. A lifetime can be spent in becoming a competent Judge of Furs. There is no field in which qualityiae so hard to judge and so often unwittingly mis-represented. A muskrat, trapped in Mid-January, with his best Winter Coat on, may be a more luxuriant and valuable Fur than the "real" sable of summer growth.