davidaulloa/AmericanStories huggingface dataset:
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15
THE CORRECT ARRANGEMENT OF
POINTS IN A PULLING LETTER.

Not only must typical points be Sc
lected, and emphasized in the way to
show them up clearly at first glance,
but it is important that the right or
der of arrangement should be fol-
lowed If the letter is to have its ef-
feet.
The great mistake that most bust
ness men make is in thinking of them
selves and their interests before they
think of those of the customer, and
playing up at the very first the merits
Of what they have to sell.
The thing to start with is the need
Of the customer. The business man
who can work up enough sympathy
with his customer 30 that he can see
that customers point of view, and real
lie his general need or desire quite as
strongly as he does the merits Of his
own product, will always start with
the customers point Of view at the be-
ginning and gradually lead up to his
own business proposition at the end.
What is more, the logical sequence
Of points from the customers stand
point to the sellers standpoint must
not be broken.
have already outlined the logical
structure for pulling letter, but It is
necessary to repeat that logical out
line here.
Make your headline the embodiment
of the customers need. for nothing
will catch him so quickly as sympa-
thetic appreciation Of his troubles.
Then show him how your article will
apply to his particular case and sup
ply the need you have referred to. A
few facts about the process of manu-
facture, or how your plan works, will
appeal to his common sense and good
judgment, and 1t Is important that you
get those on your side.
Then offer what other or direct
proof you can for your claims.
Finally make your method Of sale,
your business offer, absolutely clear
and emphatic. II samples are sent
ABSOLUTELY FREE, bring that fact
out clearly. Provide an easy way to
send the order (order blank and re-
turn envelope, or the like).
Each Of these essential elements
should usually be condensed into one
emphatic fact, and briefly enlarged
upon as circumstances may require.
But the order Of presentation here in
dictated Is usually important, though
circumstances may alter cases.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15
The Right Way to Write Letters
-l By Sherwin Cody 60
Author of the Cody System of How

ton for successful letters: Write me
q pulling letter to get life insurance
inquiries" or whatever 1t may be, as
If he could produce a letter out of his
head without knowing anything about
the business.
The first and most important thing
Is to analyze the business, the Gus.
toner, and the competition. It is a
matter Of psychology much more than
a matter OF rhetoric. It is still more
a matter of common business shrewd-
ness and ability to make the business
q success in any form.
But the wording of letters must be
right, too, and l wish to illustrate by
a series Of examples the important
principles Of wording and arranging
letters or other advertising matter.
First, the right letter to reach ordi-
nary business men must be extremely
energetic. 1t must bubble over with
enthusiasm. Such enthusiasm gets
infectious apparently, and the reader
cannot resist. 1t makes him feel
like" doing what you wish.
A letter must be arranged with
some substitute for a headline which
will attract attention and rouse some
interest at the first glance. A large
majority of business men throw a
letter in the wastebasket unless they
are interested at the first glance, so
that glance is really very important
matter.
This substitute for headline should
be the brief and emphatic statement
of some fact that will directly appeal
to the reader, and 1t may be printed in
the display of the letterhead itself and
on the corner of the envelope, or it
may be sort of subject caption at
the top of the letter, or 1t may be
some fact stated in the body of the
letter and emphasized by being put in
paragraph by itself, or UNDERSIGNED
or capitalized. Any strongly empha.
sized fact, even in the middle of &
letter, will probably catch the eye first
and be read first. In some cases
f; such fact strongly emphasized in the
middle of a letter causes the letter
to be read both ways from the middle.
Very seldom is a letter read straight
through from the beginning, and the
man who counts on having his long
solid letters read straight through
makes a sad mistake. He ought
to take pity on the busy reader
and make skipping easy. If he doesn't
into the wastebasket goes his letter,
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15
HOW TO COLLECT MONEY BY
LETTER.

More and more all collections are
being made by letter. In strictly To-
cal business, where the customer is
being called on at frequent intervals
the personal collector goes around;
but in the local installment business
the collections are very largely made
by letter, and when the business is at
all scattered over considerable area,
the mail is depended on almost entire
ly, with final resort to lawyer in ex'
IRENE cases.
1t takes time to collect money by
letter-often weeks and months. But
at the end Of six months it will be
found that a good letter collection sys-
tenn has cleaned up nearly everything.
In making collections by letter, GER
tain primary principles must be borne
in mind:
/. If an account is allowed to drag,
it becomes correspoDdiugly more diff
cult to make the collection. for 1t
seems to be easier for human nature
to pay promptly than after a long de-
lay. The customer should be made to
understand in advance when he Is ex-
pected to pay, and when the account
becomes due he should be tersely re-
minded, and kept reminded.
2. 1t Is useless to send out dozen
letters all just alike. II mild request
brings nothing, the confidential appeal
should be tried, and again the sympa-
thetic dunning letter, or in some cases
the brutal dunning letter; but fresh
style is required to make q better i'm
preston, even IL it is only new form
Of irritation.
3. II you are dependent on contin-
ued buying from slow payers, 1t is
even more necessary to keep their
good will than to collect your money,
and good collection letters, while they
irritate and force payment, must also
hold the customer for new sales. The
stimulation of new desires, that Is,
craftsmanship, should be intimately
united with the effort to get the money
in. Many q strict credit man, who was
very successful in his collections so
that his losses were a very small frac-
ton of one per cent, has driven away
business many times as important as
all the doubtful collections put to-
gether, so that the firm would actually
have been better OF to let the collec-
lions go and take the business. The
credit man who knows nothing Of let
ter craftsmanship cannot possibly per-
form his duties satisfactorily.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

An advertising man wishes to ex
plot his own services in letter writ
ing, and especially wants to induce
business men to use more advertising
letters than they do, since letters are
his speciality.
His letterhead displays the catch
line How to Write Letters That Pull. u
The word pull" is an Americanism
but every business man knows pre-
oisely what 1t means, and 1t is much
more forceful than "win," for example
because 1t comes home harder.
The letter begins with the customer
and his special situation-"you:"
Are you aware of the advantages OF
advertising by. circular letter-if you
can write LETTERS THAT PULL?
Here are some advantages:
Il. You can say enough to get or.
ders by return mail.
"2. You can try out given propo
sition on 1000 names for $15-a page
in q magazine costs 500 up.
"3. Letter-writing is the gumshoe
method Of Advantageous competi
tors don't find out all about 1t the
first day.
But CAN YOU WRITE LETTERS
THAT PULP
The short numbered paragraphs
make easy reading. Each has an i'm
portant fact in itself, and the three
points offer strong argument in ia
vor Of advertising letters. The main
catchline Letters that Pull" appears
three times in capital letters, and 80
is made overwhelmingly strong, since
it is a happy and effective phrase
The application to the thing to be sold
is made in the question: Can you
write letters that pulp" Obviously, II
you cannot, you ought to turn the writ
ing over to an expert, and the adver
tiser has led his customer into an in
tense interest in his services, though
he would have failed entirely had he
begun by saying: Il can WRITE LET
TIERS THAT PULL" The customer
would say: THE devil you can! What
do l care?" You must start with
"you," and end with a."
Ordinarily q much briefer introduc
tion is sufficient, as:
Catchline: Are You Bow-Legged?
mo gentleman likes to admit It
and no one need know 1t If you have
a SPECIALIST IN BOW-LEGS make
your clothes" The tailor has got tc
his own peculiar merit in the very
first sentence.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15
Ate a Chick with Big Eyes.

A trainman il telling an incident
that occurred on q Mohawk & Malone
train up in the woods the other day.
The train was standing on q siding
waiting the arrival and passing of an
other train when an Italian walked
through the coach, his hands crossed
on his stomach and his head wagging
from side to side in a doleful manner.
whats the matter, John?" some
one inquired.
"Oh, me sick-me sick as dew" re-
piled the man, rolling his head still
more distressingly and continuing the
rubbing of his stomach.
"Sick? Well, what you been eat
ing?" asked the sympathetic passen.
ger.
"Eata de chick with the big eyes,"
responded John, as his groans in
creased.
John had killed an owl the night
before and it didn't agree with him.
Utica Observer.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15
HOW TO EMPHASIZE.


The busy man must see some impor-
tant points in q letter very quickly or
he will not 60 on to read the letter
through. Not only should the most i'm
portant fact of all be displayed In a
sort Of substitute for an advertising
catchline, but the three or four most
important points must be thrown out
into relief by means of emphasis, 30
they will be taken in as quickly and
surely as possible.
The things to be emphasized in let
ters are not adjectives, but facts. In
conversation, where we can compel
the attention OF the listener and make
him hear what we have to say, we
place stress on adjectives; but In let
ters, where we cannot compel atten-
ton, we must place stress on facts
complete in themselves, 80 that they
will mean something II read without
the context of the letter.
There are three ways Of getting en-
phasis on facts:
/. Using very short or sentence par
agraphs.
2. UnderOcoring.
8. Capitalizing.
All three Of these are often required
In the same letter, for each one loses
Its force II repeated too often. One
fact is put in very short paragraph.
Another Is UNDERSIGNED, while third
ls capitalized; and then some others
are put in short paragraphs and also
UNDERSIGNED or capitalized, or are
given all three forms Of emphasis at
the same time. The good letter writer
becomes very skillful in using all
three of these methods of getting en-
phasis.
The facts emphasized should usually
be the entire series of most important
facts, so that If these emphasized
points alone are read, they will pretty
nearly tell the entire story in out
line. II this outline, easily taken in,
ls sufficiently interesting, the reader
will 60 on and make a careful perusal
Of the letter. The emphasized points
are a substitute for the black letter
subhead lines in a printed circular or
a newspaper article.
Emphasis Is without doubt the most
important element in sales letter writ
Ing, and the element least understood.
We see 1t is quite different from en-
phasis In speaking, since it must serve
In part the Office Of headlines for the
man who glances.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15
A NEW METHOD OF USING BANK
DRAFTS.

The ordinary bank draft is a per.
functory thing. In some lines Of
business 1t is common method OF
making collections, while in others II
is used only as last resort.
There comes a time in the process
Of making a collection when 1t IL i'm.
portant to find out what the matter is,
whether the debtor has moved or be-
come insolvent, or If special conditions
exist which you should take into &C
count. The most important matter lie
to find out the facts in the case.
The ordinary Tank draft may give
some information or force reply OF
letter of explanation from a slow pay
er; but II the process Of drawing can
be made more personal, success is like.
ly to be greater and there is more
chance to get valuable information.
The plan here outlined was used with
very marked success in collecting
large amounts Of money from drug.
gists in all parts Of the country, and
myself have used it successfully for
several years.
A mere statement of the account is
attached to a personal letter addressed
to q bank in the town where the debt.
or is located, though no special
bank is designated. This is Enclosed
in a stamped envelope with postal
card and sent to. the postmaster ask
ing him to deliver the letter to any
good bank. He is sure to pick out a
good one, probably the bank that is
on his bond. Only in rare instances
will the postmaster refuse. On the
postal card you send the postmaster
notifies you of the name Of the bank
to which he has delivered your letter.
You ask the banker to treat the &C
count as he would his own, grant q
few days delay, II that will help mat
tiers, and make such concessions or
allowances as you are willing to grant.
Especially ask him to send respon.
sible clerk, and not a mere boy-some
one who can find out the situation as
It really exists, and let you know.
Finally, ask the bank to recommend q
reliable attorney II collection is not
made. Following this process is like,
ly to give you a better bank and a
better attorney than you can get from
an agency list or directory. The
presentation of the mere statement
will give less offense than if-a regular
draft form is used, and the letter OF
personal appeal is likely to draw out
personal attention from the banker.
OF course you will offer to pay him for
his trouble even il collectionisnot made.
II you know the bank with which your
customer deals, It Is still better to
draw through that bank
copyright. 1909, by Joseph B. Bowles.)
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15
PRESSED HARD
Coffee's Weight on Old Age.

When prominent men realize the In
furious effects of coffee and the change
in health that Postum can bring, they
are glad to lend their testimony for
the benefit Of others.
A superintendent Of public schools
In one of the southern states says:
my mother, since her early child.
hood, was on inveterate coffee drinker,
had been troubled with her heart for a
number of years and complained Of
that weak all over feeling and sick
stomach.
"Some time ago was making an on
:ial visit to a distant part Of the coun'
try and took dinner with one Of the
merchants of the place. I noticed q
somewhat peculiar favour Of the cof-
fee, and asked him concerning 1t. He
replied that 1t was Postum.
II was so pleased with 1t, that after
the meal was over, I bought package
to carry home with me, and had wife
prepare some for the next meal. The
whole family were so well pleased
with It, that we discontinued coffee
and used Postum entirely.
Il had really been at times very
anxious concerning my mothers con.
dition, but we noticed that after using
Postum for a short time, she felt 80
much better than she did prior to its
use, and had little trouble with her
heart and no sick stomach; that the
headaches were not SO frequent, and
her general condition much improved.
This continued until she was as well
and hearty as the rest Of US.
II know Postum has benefited my.
self and the other members Of the
family, but not in so marked a de-
gree as in the case Of my mother, as
she was a victim Of long standing"
Read, 'aThe Road to Wellville," in
pkgs. There's a Reason"
Ever read the above letteFR A new
one appears from time TO time. They
are genuine, true, and fun Of human
Interest
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15
A Test Of Friendship.

Just before Artemus Wards death
Robertson poured out some medicine
and offered it to the sick man, who
said: my dear Tom, I won't take
any more of that horrible stun"
Robertson urged him to swallow the
mixture, saying: do, now-there's a
dear fellow-for my sake. You know
l would do anything for you."
Would your" said Ward, feebly,
grasping his friends hand for the last
time.
II would indeed" said Robertson.
Then you take it,"
Ward passed away few hours aft
erward.-Recollections Of the Ban
crofts.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

and tie kidney action improved right
away. Large quantities of sediment
and stony particles passed from me,
and finally the stone itself, part dis
solved, but still as big as pea, With
1t disappeared all symptoms of dizzi.
ness, rheumatism and headaches.
have gained about so pounds since and
feel we'll and hearty"
Sold by all dealers. 80 cents a box.
Foster-Milburn Co.. Buffalo, N. Y.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

The New York chauffeur who killed
a boy while speeding away after strik-
ing the child when life might have
been saved by the prompt stopping Of
the automobile, is to be tried on a
charge of murder in the first degree.
q recent law in that state holding the
taking of life, whether Intentionally or
not, while in the commission Of a
crime, to come under that head. The
case raises new questions of fact and
law, but it is evident that some dras.
tic remedy must be, applied to the
new danger Of automobile killings.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

A man in New Jersey walked into
the Office of q charitable association.
laid down FIVE $1,000 bills and de-
parted without being known. Maybe
It was the same anonymous Samari-
tan who gave the newsboy a 500 note
for q paper.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

Turks, Young or old, are again re.
ported to be interfering with the an
cient rights and realm Of Persia. The
problems of the Ottoman empire and
its neighbors did not pass away with
Abdul Hands reign.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

The sultan Of Morocco hints of war
Ito the king of Spain unless the Span.
ish troops are withdrawn from his
possessions. Evidently, in the general
subjugation Of sultans these days, the
Moroccan rule thinks there ought to
be at least one to stand up for his
rights.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

A fanatic is not an attractive thing,
no matter whether his fanaticism
takes the form OF head hunting, mis-
sionary numbering or umpire mob
bling.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

An investigation is to be made Of
the cause of the weak hearts Of the
midshipmen at Annapolis. One rea-
son may be that the Naval academy Is
situated so near the city Of pretty
girls,
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

Now that the supreme court Of
chemistry has been declared legal, II
necessarily follows that such queer
things as sulphur, copper, various
salts. saccharine, etc., become per-
fectly healthful and nutritious to the
human system,
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

The prince regent of China gave an
Official luncheon in the palace to the
foreign delegates to the late emper-
or's funeral. There could be required
hardly any better proof that the great
Chinese wall now is down for good
and all between the empire and the
outside world.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

There are ethical as well az aes-
thetic aspects to the millinery QueS-
ton, viewed from the public's stand
point. What both law and higher
standards of courtesy some time since
forced upon theaters will come ulti-
mately in churches and lecture halls.
A well defined movement is now on
in Chicago's churches to create opin-
ion favorable to women removing
their hats in church. With recent
turns of fashion It has become acutely
Q case Of "the square deal" for the
men who still 60 to church.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15
WORDS THAT PULL.

Many business men think there IL
some mystery about the wording Of
letter which will pull, and write to an
advertising expert who has a reputa-
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

General depression of Wall street
will not improve that center Of stock
speculation. Legal regulation Of its
deals would be far more effective.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15
LETTER ON "HoW TO WRITE
LETTERS THAT PULL"

As there is nothing like seeing the
real thing. / win now. offer few ex-
amples illustrating the principles
stated in the last four articles.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

The women Of the country will be-
gin playing whist next week. Now
silence like a poultice will come to
heal the blows of sound"
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

II the game laws of the world were
reformed on a Christian basis. the
open season for the killing Of Arme.
mans would be confined to February
80 and 81.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

italy has woman suffrage question,
too, but so far the suffragettes have
not tried to Guido the Messina earth
quake.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

on for stone in the
kidney but not cured
and some time after
was feeling so bad
that I knew there
must be another
stone that would
have to be cut out.
l decided to try
Doan's Kidney Pills
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

Not all the new jokes have beer
sprung. Here's the latest: Spain haf
decided to rebuild the fleet.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

Two Frenchmen fought duel and
shot each other. Another tradition
busted"
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

Why debate the suffrage amend
ment? 1t furnishes its own condem
nation.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

Immigrants of the right sort are
welcome, but vigilance must be used
to keep the criminal element out.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

Despite Its specific gravity lead Il
going up.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

Tears. says a scientist, will kill dis
ease germs. Let's all go and get OF
q tear.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

How would you like to me q mutt
ueer in Turkey?
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

The real gamblers in Wall street
are few. The rest are lambs.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

Turkey snapped sultans with cas-
and dispatch, after all.
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

For a quiet. orderly and steady-go
ing nation give us the United States
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15
SHERLOCK HOLMES.

Tired Tom (sadly)-Ah, that patch
tells me that my old pal, Flooding
Pete has been this way. Poor old
Pete!
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15
GOT TO THE CAUSE
And Then All Symptoms Of Kidney
Trouble Vanished.

Gu. Hammonds, cit s. Hill st., Fort
Scott, Kansas, says: II was operated
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15

BAXTER STRINGS :. KANSAS
Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1909-07-15
Baxter Springs News

CHAs. L. SMITH, Editor & Owner.