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Business Correspondence by Anonymous
page 44 of 354 (12%)
or undue familiarity on the other hand.

No one will dispute the statement that the reason so many selling
campaigns fail is not because of a lack of merit in the propositions
themselves but because they are not effectively presented.

For most business men read their letters in a receptive state of
mind. The letterhead may show that the message concerns a
duplicating machine and the one to whom it is addressed may feel
confident in his own mind that he does not want a duplicating
machine. At the same time he is willing to read the letter, for it
may give him some new idea, some practical suggestion as to how such
a device would be a good investment and make money for him. He is
anxious to learn how the machine may be related to his particular
problems. But it is not likely that he has time or sufficient
interest to wade through a long letter starting out:


"We take pleasure in sending you under separate cover catalogue of
our latest models of Print-Quicks, and we are sure it will prove of
interest to you."

* * * * *

The man who has been sufficiently interested in an advertisement to
send for a catalogue finds his interest cooling rapidly when he
picks up a letter that starts out like this:


"We have your valued inquiry of recent date, and we take pleasure in
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