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Chapter 21 - A Letter He Will Remember
On the wall at Oxford University, England, hangs a copy of the letter that Lincoln wrote to a Mrs. Bixby. It is considered one of the finest letters ever written. It is a fine example of what a letter should be, and is a source of inspiration to everyone who aspires to improve the technique of letter writing. This letter is so unusual that it deserves reviewing. This is the letter:
(Signed) A. Lincoln An analysis of this letter shows that it contains every element of a good letter. The letter expressed the facts with a feeling of kindness and sincerity. It conveys a message of thanks and a beautiful prayer of condolence. It is not stilted or staid. It is written in plain, understandable language, with simplicity and clarity. Every phrase is expressive of Lincoln's feelings for a particular person at a particular time and for a particular occasion. What is a letter? A letter is a written communication expressing your feelings or conveying information to a particular person, about a particular proposition, at a particular time. There are many different kinds of letters, and many books have been written on the subject, but we will confine our thoughts to letters that pertain to selling. Robert Louis Stevenson said: "I have before me just a little piece of white paper. It is blank and meaningless as it stands, yet what marvelous possibilities it contains." This little piece of paper conveying an idea, expressed kindly, friendly, frankly, and sincerely is the Ambassador of Good Will, that invisible quality that cannot be measured, but is the priceless ingredient of all sales activity. Man is not born a letter writer, but writing a letter is like swimming: it is an art that anyone can acquire. Any salesman can learn to write a very effective letter. A little time and concentration must be devoted to its development and technique. A letter is a record of your thoughts. A letter on which you have spent some time and thought gives your prospect something on which to ponder; in most cases, you get a kick from the fact that you have really accomplished something worth while. Your study of letter writing can be furthered by observing the letters written by most business organizations. Most of these letters are staid and stolid, with leaden thoughts and wooden expressions. Most of these letters are colorless and tasteless, and are the antithesis of what a good letter should be. Use them as a guide and do the opposite, and you will be on your way to learn how to write a letter as a letter should be. How a Good Letter Is Constructed A letter might be divided into five parts. First: The salutation. I think that each letter should always individualize the person to whom it is addressed. Instead of saying "Dear Sir," say "My Dear Mr. Sloan." "Dear Sir" can refer to anyone, but when you insert the name of the person, the letter takes on warmth and cordiality. In this way you personalize your message. Second: The opening sentence. The first sentence of a letter should express interest. Be warm and hearty, and eliminate a selfish and haughty attitude. Indicate your interest by substituting the big "You" for the big "I." Start the letter with "Your fine letter" or "Your gracious letter," not "I received your letter." Another effective way to open a letter is by asking a question: "Have you ever thought . . . ?" or "Have you considered ... ?" It shows interest in the person to whom you are writing. Third: The heart of the letter. A letter, to be effective, must be direct and to the point. Organize the knowledge or information that you want to incorporate in the letter. Every word, every thought, and every sentence must have its place. Following a pattern in preparing a letter helps you to express exactly what you want to say. You do not ramble, you do not stumble, and you express your thoughts with persuasion and ease. You write with command, your letter drives home your point, and what you say "clicks." Visualize your message in plain, concise, understandable language. Try to express yourself with the same freedom and fluency with which you talk. In preparing an important sales letter, I suggest that you write your letter out on a plain sheet of paper. Incorporate in it every thought and idea that you can possibly think of pertaining to the subject at hand. Analyze and review this material, reflect and meditate on it, and then arrange it in sequence, and translate the best part of it into the terms of your prospect's interest. This will train and discipline you to anticipate the reaction of the prospect in advance. When you write a letter spend one-third of your time meditating on what you are going to say, and spend two-thirds of your time contemplating what the prospect is going to think. Ask yourself: "Is this message clear, concise, and understandable? Will it arouse the interest of the prospect? Will it make the prospect feel about my proposition the way I feel?" The letter should be flexible, easy to read, and easy to understand. Make it smooth so it will glide without dragging. When you prepare two or three letters thoroughly, it will become easier for you to express your thoughts fluently. In fact, it will enable you to write a better letter and will also help you to do a better job in selling when you are face to face with the prospect. Fourth: The close. The close of any letter should be a brief summary of the main points and advantages set forth in the heart of the letter. Use short sentences, make them crisp and pungent. Inject a feeling of kindness and respect into every line and by no means fail to include it in the close of the letter. Use kind words in a letter; they make the prospect feel friendly toward you. For example, I often close a letter as follows: "With high regard and all good wishes for your continued good health and happiness, I am, Sincerely yours." Fifth: Signature. Always sign your letter in a natural way with your customary signature. Thus, you have the five main points to guide and direct you in preparing the letter. Now the question arises, how can this knowledge, translated into the interest of the prospect, be applied to get results? The main purpose of a sales letter is to open the way and make it easier for you to make a sale. It is your advance agent, telling the prospect about your proposition before you get there. Therefore, you naturally want to have a favorable response. How to Write Effective Business Letters A letter, like a person-to-person call, is a meeting of two minds. Therefore, the letter should convey the facts and circumstances in a manner that will influence, persuade, and convince. The ability to assemble a few platitudes and string a few sentences together does not adequately meet these desired objectives. Therefore, make it a habit to think, meditate and contemplate that which you are about to write, and also try to anticipate the effect that your letter will have on the prospect. Ask yourself, what is this letter supposed to do? What is the best way to do it? You can easily answer the first question, but the second requires concentration to achieve an easy flow of meaty, strong words with a punch. Your letter must be explicit, simple, and, above all, brief. Here is another letter that my good acquaintance, Donald Latella, head of D. C. Latella & Associates of Philadelphia, uses to great effect in securing interviews for his services: Mr. Richard Roe,
President Dear Mr. Roe: Increased Output of 33% That is exactly
what we did for one of our recent How Is Your "Profit Picture"? Are your profits
smaller than they should be, due to In today's
business economy, outside help for inside It is quite
possible that we may be able to serve you We should like
an opportunity to outline our methods Very truly yours, D. C. LATELLA & ASSOCIATES (Signed) Don Latella
Sometimes it is rather difficult to make contacts through the medium of letters. Should you encounter difficulty, here is a letter than can be used with great effect in admitting you to see the prospect: Mr. James Smith For the past
several months you have locked your Just think, Mr.
Smith, that if everyone in America I am coming in
to see you on Thursday morning Believe me, I
can see the key in your hand.
Sincerely yours, The following letter will always arouse the curiosity of the prospect: Mr. E. Webster
Wanner, Vice-President Dear Mr. Wanner: An important
situation now confronts your company You should know
about this situation, and I am com- Thanking you for
your co-operation, and with high
Sincerely yours, This letter does everything but sign the application: Mr. I. Franklin
Howard, C.P.A. Dear Mr. Howard: Have you ever
thought that it takes $100,000 invested To have an
income for life of $250 per month at re- To save $5,000
per year today, after paying taxes, So why worry,
Mr. Howard, when you can get the 188 A LETTER HE WILL REMEMBER a better plan.
Why? Because the plan I suggest is in- It is the most
talked of plan anywhere. Please mail With high regard
and all good wishes for your con-
Sincerely yours, Here is a letter that will pull
innumerable inquiries. It is Mr. John Doe Dear Mr. Doe: Would you mind
giving me your date of birth below, Name , Address Date of Birth Policy No
Sincerely, The letters that I have given you are good patterns to follow. However, I do not think it is wise for anyone to copy another person's letter because in that way he loses the priceless ingredient of his own personality. In writing a letter, your own personality can make a whale of a difference. Before concluding this chapter, there are a few other suggestions that I would like to leave with you. Never send a letter that you will regret. When you feel like writing a letter of revenge, expressing anger and hate one of the stinging sort that almost melts the point of your pen then go ahead and write it. By all means, get it out of your system; prepare it for mailing, even put it in an envelope, but, instead of mailing it, file it away. About a month later, take it out and read it. You will enjoy a hearty laugh. You can slap a man down with your fist, and he may arise and be your friend. But sting and cut him with words, and he is likely to be your enemy for life. Words that hurt the feelings of others are better unsaid. How Letters Can Increase Your Sales Always remember that your letter is your representative. Therefore, dress it up. Make it neat in appearance. You certainly would not call on a prospect in dirty, sloppy, working clothes, so why send a sloppy representative? Use clean, fresh stationery. Try to eliminate blots, blurs, and erasures. Make your letter as neat and dignified as possible. As a salesman, you can acquire the art of writing a good letter. You can become adept at visualizing thoughts and ideas through the written word. In writing a letter, you have all to gain and nothing to lose. There is absolutely no need to get tense and rigid, and to think that you are passing the Last Act of Congress. Just relax, be yourself, cut loose, and try to be perfectly natural. Get rid of all rigidness, tenseness, and formality. These retard your easy manner so essential in writing a good, friendly letter. Try to write as though the person to whom you are writing is sitting right across from you. Writing good letters is a practical means of helping you enlarge your power to sell. It will broaden your influence. It is a means to arouse the curiosity of the prospect and give you a chance to satisfy it with a sale. Shakespeare said: "Brevity is the
soul of wit/' Brevity is the best way I know of creating a favorable
impression and illiciting a favorable reply. So do not be dull and tell
the prospect everything in the letter. Just tell him enough to keep him
wondering until you can tell him all.
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