davidaulloa/AmericanStories huggingface dataset:
The Farmington times. (Farmington, St. Francois County, Mo.) 1905-1926, 1909-06-17
THE CORRECT ARRANGEMENT OF
POINTS IN A PULLING LETTER.

Not only must typical points he 90
iected, and emphasized in the way 10
snow them up clearly at first glance
but IT is important that the right or.
der OF arrangement should be fol.
lowed IT the letter is to have its Of.
feet.
The great mistake that most bust.
ness men make is in thinking of them.
selves ana 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 paed
OF the enstomer. The business man
who can work up enough sympathv
with his customer so that he can seo
that customers point of view. and renl.
ize 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 ut 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 II ia
necessary to repeat that logical out
line here.
Make your headline the embodiment
OF the customers need. for nothing
VIII catch him SO quickly as a 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
lew facts about the process of manu-.
Iacture, or how your plan works, will
appeal to his common sense and good
Judgment, and II 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
'our business offer, absolutely clear
md emphatic. If samples are sent
FREE, bring that fact
tut clearly. Provide an easy way to
end the order torder blank and re-
urn envelope. or the like).
Each of these essential elements
hould usually be condensed into one ,
mphatic fact, and briefly enlarged
pom as circumstances may require. ,
tut the order of presentation here in.
icated Is usually important, though ,
circumstances may alter cases.
The Farmington times. (Farmington, St. Francois County, Mo.) 1905-1926, 1909-06-17
HOW TO COLLECT MONEY Ry
LETTER.

More and more all collections are
being made by letter In strictly 10.
cal business, whore the customer Is
neihg called on at frequent intervals.
the personal collector goes around ::
nut In the local instalment business
the COLLECTIONS are very largely made
by letter. and when the business is nj
aii scattered over considerable area
inc mail Is depended on almost entire
~ with final resort to a lawyer in OK.
IRENE cases
IL takes time to collect money by
letter-often weeks and months, But
at the end Of six months 1t will be
round that a good letter collection sys.
TEN has cleaned up nearly everything
In making collections by letter. Ger.
tain primary principles must be borne
In mind:
l. II an account Is allowed TO drag.
1t becomes correspondingly more din.
CUT TO make the collection. for It
seems to be easier for human nature
TO pay promptly than after long de.
lay. The customer should be- made To
understand In advance when he is OK.
nected to pay. aud when the account
becomes due he should be terseIy re-.
minded, and kept reminded.
z, 1t is useless to send out a dozen
letters all just alike. II mild request
brings nothing the confidential appeal |
should be tried, and again the svmpa. |
thetic dupning letter or In some cases |
the brutal dunning letter: but a fresh |
style Is required to make a better i'm.
even If 1t is only new form
OF irritation. People get callous to one
style, ana you have to take them from
u fresh point of view II you wish to
make an Impression on them.
J. If you are dependent on contin.
ued buying from slow payers. 1t is
even more necessary to keep their
sood VIII than TO collect your money.
ana good collection letters. while they
Irrltate and force payment. must also
iold The customer for new sales. The
stimulation of new desires. that is.
'alosihanship, should be intimately
lhlted with the effort to get the money
H. Many strict credit man who was
'ery successful in his collections so
nat MS losses were very small frac.
ION OF one per cent. has driven away
business many times as important as
III the doubtful collections put TO- /
either, so that the firm would actually {
rave been better off to. let tho colIec. I
ions go and take the business. The |
redit man who knows nothing of let. t
er saIesmanship cannot possibly per, /
Drm his duties satisfactorily {
The Farmington times. (Farmington, St. Francois County, Mo.) 1905-1926, 1909-06-17
A LETTER ON HOW TO WRITE
LETTERS THAT PuLL.r

Az there Ia nothing like seeing the
real thing. | viii now offer a few er.
ampies illustrating the principles
stated in the last four articles.
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 specially.
His letterhead displays the catch.
line How to Write Letters That Pull"
The word pull is an Americanism.
but every business man knows pre.
oiseiy what 1t means. and 1t is much
more forceful than "wiii," for example.
because 1t comes home harder.
The letter begins with the customer
aud his special situation YOU"
The Farmington times. (Farmington, St. Francois County, Mo.) 1905-1926, 1909-06-17
A NEW METHOD OF USING BANK
DRAFTS.

The ordinary bank draft is n per
functory thing In some lines O,
business II is a common method OF
making collections, while In others #
Is used only as last resort
There comes n time In the process
OF making collection when Il is i'm.
portant to find ont what the matter IL
whether the debtor has moved or be.
come insolvent or If special conditions
exist which You should take into ac.
count The most important matter il
to md out the facts In the case.
Inc ordinary tank draft may give
some information or force a reply or
letter OF explanation from a slow nav.
er; but If the process OF drawing can
De made more personal, success is like.
~ 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.
glsts In all parts OF the country. and [
myself have used II successfully for
several years.
A mere statement of the account IA
attached TO personal letter addressed
TO bank in the town where the debt.
or is located, though no special
bank Is designated This Is Enclosed
In stamped envelope with a 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
VIII the postmaster refuse On tho
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 nc.
count as he would his own. grant a
Few days delay, If that Will helm mat.
ters, and make such concessions or
allowances rs you are willing to grant
Especially ask him to send q respon.
slble clerk, and not mere boy-some
one who can find out the situation AS
II really exists, and let you know,
Finally, ask the bank to recommend a
reliable attorney II collection is NOT
made. Following this process Is like.
y to give YOU better bank and a
better attorney than you can get from
IN agency list or directory The
Of the mere statement
Viii give less offensc than II a regular
lraft form is used. and the letter of
PERSONAL appeal is likely to draw out
PERSONAL attention from the banker.
II course you will offer to pay him for
lis trouble even IL collection is not made.
{ you know the Dank with which your
ustomer deals. 1t is still better to
raw through that bank.
Copyright. 1909, by Joseph b. Bowles) {
The Farmington times. (Farmington, St. Francois County, Mo.) 1905-1926, 1909-06-17
In all nv life

IN al my life. / recommend Lydia T..
Pinkham's Vegetable Compound to all
my friends. - Mrs. WILL YoT-NG. q
Columbia Avenue, Rockland, Me,
Backnche is q symptom of female
weakness or arrangement. If Won
have backache, don't neglect IL, TO
get permanent relief you must reach
the root of the trouble. Nothing wo
knowof Will do this so safely and surely
as Lydia L. Pinkham's Vegetable Com
pound. Cure the cause of these dis
ttressing aches and pains and you will
become well and strong.
The great volume of unsolicited
testimony constantly pouring in proves
conclusively that Lydia L. Pinkham's
vegetable Compound, made from roots
and herbs, has restored health to thou.
sands of women.
Mrs. Pinkham, of Lynn, Mass,
invites all sick women to write
ner for advice. She has guided
to health free OF
charge.
The Farmington times. (Farmington, St. Francois County, Mo.) 1905-1926, 1909-06-17

| VIII attract attention and rouse soma
interest at the first glance. A largo
majority OF business men throw a
letter in the wastebasket unless they
are Interested Mt the first glance. SO
that glance Is really a very important
matter.
This substitute for headline should
be the brief and emphatic statement
oil some fact that will directly appeal
TO the reader and 1t may be printed I'm
the display of the letterhead itself and
on the corner OF the envelope. or IL
may be sort of subject caption M
the top OF the letter, or IL may be
some fact stated in the body of tho
letter and emphasized by being put In
paragraph by itself. or UNDERSIGNED
or capitalized. Any strongly empba.
sized TACT, even in the middle of
letter, will probably catch the eve first
ana be read first, In some cases
such fact strongly emphasized in the
middle OF a letter causes the letter
to be read both ways from the middle
very seldom 10 letter read straight
from the beginning, and tho
man who counts on having his long.
solid letters read straight through
makes n sad mistake. He ought
10 take pity on the busy reader
and make skipping easy II he doeant.
INTO the wastebasket goes his letter.
The Farmington times. (Farmington, St. Francois County, Mo.) 1905-1926, 1909-06-17
CIngaIese superstItion.

An old Cingalese woman. who lived
in an ordinary native hut by herself.
died and was buried On the follow.
ing day large iguana Ia species OF
lizard which attains great sizeD en-.
tered the compound of a gentleman
living close by and attacked his poul.
try, Hearing the noise and commo
ton. he came out and on ascertaining
the cause got his gun and shot the
iguana. No sooner had he done this
than there arose a great uproar from
the relatives Of the old woman, who
declared that he had killed her be.
cause her spirit had passed into the
lizard. In proof of which they pointed
triumphantly to the fact that It had
never before been seen in the vicin.
ity and only appeared after her death.
Rupees finally appeased the outraged
feelings of the old woman's descend.
ants.
The Farmington times. (Farmington, St. Francois County, Mo.) 1905-1926, 1909-06-17

on looking In the dark eyes bent on
MIN he forgot to be either startled
Or afraid, even though the newcomers
lace bore no radiant tldings of par.
don or escape,
Number Forty.nine raised himself
questioningly on his elbow. The move.
ment flung the covering from his Shout.
ders and barred the broad chest and
round throat of an athlete. His mus.
cular hands were still brown with the
Kisses of the sun. The eyes turned on
his visitor were frankly youthful and
shaded by such silken lashes that
the effect was pathetically softening
The stranger smiled you are
right to take me calmly" she said, in
a low. melodious voice, for | am your
good angel. and have walked by your
side for many years"
Number Forty.nne still looked his
Inquiries, and she resumed: 81 could
not be with you visibiy were 1t not
for tomorrow"
Number Forty.nine sat I'D and
clenched his hands conyulsIvely to-
gether. Don't speak of tomorrow,
he said, fiercely For bare instant
i had forgotten it,"
But since 1t comes irrevocably."
said the stranger. why should we not |
see what bearing IL really has on
life?"
You mock mel" said Forty.nine, /
saYagely. Amy fool knows what II
means to me! Oh, my God, had so
much to live for, so much / wanted
to dol
She drew closer to him. "Supposa
the years had yielded life and mo-
death?" she said. very softly. Let us
watch the results"
AT the gesture of her hand the walls
grew dim. Now they wagered into
cloudy lines, now TO curtain of mist.
and then picture shaped itself with
startling dlstinstness. Number For
The Farmington times. (Farmington, St. Francois County, Mo.) 1905-1926, 1909-06-17
Good Stroke OF Business.

The e note is not the smallest ia.
bued by the bank OF England. BY
mistake note OF the value of one
penny was made and issued in 1928.
IL was In circulation for many years,
source Of annoyance to the cashiers
IN making up their accounts. At
length the holder of II brought It to
the bank and after considerable argu.
ment persuaded the authorities to
give him E5 for II.
The Farmington times. (Farmington, St. Francois County, Mo.) 1905-1926, 1909-06-17
HOW TO EMPHASIZE.


The busy man must see some impor
tant points in letter very quickly o
ne VIII not 60 - to read the lettei
through. Not only should the most i'm
portant fact of all be displayed in {
sort OF substitute for an adyerus.nl
catchline. but the three or four mos
important points must be thrown out
into relief by means OF emphasis. sc
they will be taken in as quickly and
surely as possible.
The things to be emphasized in let.
tiers 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 adiectives; but In let.
ters, where we cannot compel atten.
ton, we must place stress on facts
complete In themselves, so that they
VIII mean something if 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. Underscoring.
3. Capitalizing.
All three of these are often required
IN the same letter. for each one loses
us force II repeated too often. One
TACT is put in very short paragraph
Another is underscored while a third
Is 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.
Inc facts emphasized should usually |
De the entire series of most Important |
facts, 80 that II these emphasized
points alone are read, they will pretty |
nearly tell the entire story In out.
line. If this outline. easily taken in
IS sufficiently interesting, the reader
"ill go on and make a careful perusal
d the letter. The emphasized points
ire substitute for the black letter
lubhead lines in printed circular or
newspaper article.
Emphasis is without doubt the most
important element i'm sales letter writ.
hg, and the element least understood
We see 1t is quite different from EN-.
'hasis In speaking, since 1t must serve
n part the office of headlines for the
nan who chances.
The Farmington times. (Farmington, St. Francois County, Mo.) 1905-1926, 1909-06-17
OodqIna RespnnslhiIltv

why should a nan pay rent when
ne can own his own homer" said the
thrifty citizen.
/ doh know" answered Mr.. Meek
toh' unless it's because you'd rather
nave your wife speak her mind to the
lahdioard than to you when the place
gets run down"
The Farmington times. (Farmington, St. Francois County, Mo.) 1905-1926, 1909-06-17
New an Open Industry.

The patent rights covering the
manufacture of aluminium have ex.
pired, and now the industry is an omen
one to any one who wants to embark
in 1t, At the present time the output
of the Aluminium Company OF America
is entirely sufficient to take care OF
the demand. and, having hydro-electric
power and ample supplies OF the raw
II can Increase its production
should 1t be demanded.
The Farmington times. (Farmington, St. Francois County, Mo.) 1905-1926, 1909-06-17

way. / doctored
until ] was dis
couraged, an d
thought ! should
never get well. /
read a testimonial
about Lydia L.
Pinkham's Vegeta-
Bile Compound, and
thought l would
try 1t. After TAX
ing three bottles /
was cured, and
never felt eo u.oiI
The Farmington times. (Farmington, St. Francois County, Mo.) 1905-1926, 1909-06-17
Quite So

An actor who has forgotten his
lines is pitiful thing"
III you're looking for real tragedy.
consider the pitcher who has forgot.
ten his curves"
The Farmington times. (Farmington, St. Francois County, Mo.) 1905-1926, 1909-06-17
W0MAN'S WORTH.

Wiiey-l see by this paper that n
man In America sold his wife for n
shilling.
Hubby-Well, If she was good
one she was worth It.
The Farmington times. (Farmington, St. Francois County, Mo.) 1905-1926, 1909-06-17
YOUR
BACKACHE
WILLYIELD
To Lydia E. Pinkham's
Vegetable Compound

Rockland, Maine. ~ was tropbIed
for long time with pains in my back
and side, and was miserable In every
The Farmington times. (Farmington, St. Francois County, Mo.) 1905-1926, 1909-06-17

Free church seats might be appro
ciated more II they were less uncom
Portable.
The Farmington times. (Farmington, St. Francois County, Mo.) 1905-1926, 1909-06-17

Number Forty-nine takes his sen.
renee hard" observed the warden re-
fectiveIy.
Seems as II he'd ought to be ust
to 1t by this time" returned the as.
sistant. But yet he's done nothin'
but rage ever since he was con.
demned, an that's some considerable
weeks ago. Well" he paused and
shrugged his shoulders, adding, sig.
niiicantly-"ho won't have much more
time for gittin' reconclled Tomor.
row The blank was as expressive
of death as words.
me warden pursued his own train
OF thought "He keeps on swearip'
he's innocent"
AS If they didn't all say that NUT.
tered the assistant.
An says he wouldn't mind II 90
much II he was old but that he was
Just gittin' a taste of life"
The assistant tipped viciously at a
NY crawling down the dirty white.
washed walls. Then why couldn't he
mind his ps and qs?" he demanded
'Warn't the evidence all dead agin'
him."
Alone In his cell, Number Foty.nine
heard nothing of the passing collouuy
outside his door He was asleep. ON
his boyish face were traces of recent |
ana agonized tears. wrung from him
by the thought of shameful death on
the scaffold in the morning.
Through the great building, stored
with so much misery, the usual prison
sounds grew fainter and fainter, then
the hush of midnight succeeded. Even
the drunken rawlings in the cell oppo.
site Forty'nine sank to indlstinct muir.
murs.
A light touch on Forty-nine's fore.
head woke him. and he saw a strange
presence in the loom. 1t troubled him
a little at first that such perfect and
beauty as the woman before
him should be in so evil place, but
BoletiÌn mercantil de Puerto Rico. (San Juan, P.R.) 18??-1918, 1909-11-18
BanC0 de Puerto Rico
A N U N CIO

Habiendo sufrido extravfo el Extrac-
to de inscription 1857 que acredita la
propiedad de veinte acciones de este
Banco niimeros 5,737 4 5,756 inscriptas
a nombre de don Clotilde Santiago Ri
vera y solicitado por ell Albacea testa-
mentario. en- nombre de la SUCCESSION de
dicho senior, la expedition de TN dupli-
cado de dicho Extracto, Sc pone en- como
cimiento del publico, por medic de este
anuncio que sera publicado tres veccs
con intervalos de diez dias, dicha soli-
citud, asl como que, transcurridos dos
meses desde la publication del primer
anuncio sin reclamation de tercero, 81
duplicado sera expedido sin responsible
lidad para ell BancO.
San Juan, p. r., 18 de Nov. 1909.
BANCO DE PUERTO RICO.
II. PGniagMG,
Presidente.
BoletiÌn mercantil de Puerto Rico. (San Juan, P.R.) 18??-1918, 1909-11-18

PARA LA COSTA
Gbleta holandesa CarOnia para Fa-
jardo
BoletiÌn mercantil de Puerto Rico. (San Juan, P.R.) 18??-1918, 1909-11-18

Vapor correo americana Coamo de
New York.
BoletiÌn mercantil de Puerto Rico. (San Juan, P.R.) 18??-1918, 1909-11-18
P0R NO P0DER A1ENDBRLA ST DUB1O
Sc vENDE

Una finca de cafe y platanos con gran
cantidad de maderas finas, cedros, ja-
giilla, canelon, etc.
Mide 200 cuerdas; esta perfectamente
titulada, { inscrita en- 81 Registro de
Ponce. No tiene gravamen algmo. A
una hora de Adjuntas. Mas detalles, en-
la Redacci6n del BOLETIN.
BoletiÌn mercantil de Puerto Rico. (San Juan, P.R.) 18??-1918, 1909-11-18

U|fn0S Ob|I pchjdG en- ID llhe6l t DoGIQ AeIg0|t
ssssss. ss la; sa s;ts: ss:. s s' s Mss
da con fanqueo
Obr.s poedeas Julie faseess
Fs"%a& Fs"s 1:o Pos%ss sl,o eaaa rna oon naaee
vemdniSn Poemas por E. arquina zanqueo
=! 1rxn de E Diosos Novees'0s soH Manuel oAr'eSe0
Poesa esoogidas por Enrque
Hsmlds poesfas por NJ Be'snon4e,
Boemia esonzo Molina omo IS faaquec
OBRAs DE D. RAMON DEL vALLss 1NO.A1F
1s2 Gsmsa aa; s sss a ss"@z e s
con hanaHs0 1a% 1x R,, on 1o,, tono 70
Sonata Pmaosra Maqas
temo 6 f1aAque0
Lyndas Poesa tomo s5 oeusav~ a'anqaao
Ressa PStma' Gonne de oaso tons 20 sss ans"o
Ell Prn@so 1gsne~e poe por
p Joss ss 1s.sss q. @
FSs Ga'anes Poemas j. NeAe 20 cea
Lsysnda H;spano Amer"as vsesa po Pastor,
' La HsF@ soss4ns;o Pses POT Fors
TSs,a cast1ana poessas por eatrss ~&
1craras Cuento por
Prosa Vs'se Ssse sdina toms
otoa poesias Reyes a@aquso
q:,a p.ess pG, Arturo msg .a mo g.
lcentavOs fianqueO
asqas 0~odeee Sart,
IL fanqueO
Caprichos poeas Maehado,
Veoe po6acas, H. SaG @anedos tome
leo fanqueo.
Rusen Dasaa Sanquee
de a. Hasae@ fssa sr"ms %Ocen
fanqueO
Canine Pess por mRs Feerau amems 40 ssasvss
fanqueo.
tavos fanqueO.
Ca4ss Bsaaesise, tsadu@ Wec
Poeas AHoso asx Nraa, ~
hanque0.
1n1asnsis, p~ Osses M= 7xarsr5a
fanqueo
BoletiÌn mercantil de Puerto Rico. (San Juan, P.R.) 18??-1918, 1909-11-18

4 otro estara aqui procedente de New
Orleans.
Couaiepatarios, The New York and
Porto Rico S. S. Co.
I'm vapor de la compania trssatlanti-
ca espanola, debe estar aqu1 el % del ac-
tual procedente de Geneva demas
puertos de su itinerario.
COmGgma tarios, Sobrin0s de Ezquia
ga.
Vap. correo amer. Caracas. .Saldra pa
ra New York, ell "a del corriente.
Consignatarios, Villar y Co.,
Vapor correo americana Philadelphia
Tomara puerto procedente de New York,
ell 25 del que cursa
Consignatarios Villar y Ca.
vELEROS DE LA LINEA BENNER
Goleta americana John D. CorweH. Es-
ia a la carga en- New York y saldra de
un momento a etro para San Juan y
Arroyo.
Consignataries, Sobrinos de Ezquia-
g..
Goleta americana e. Star Jones' De
be haber salido de New York para esta,
el II del corriente.
Consignatarios, Sobrinos de Ezquia.
ga.
Goleta americana r. w. Hopkins De-
be haber salido directamente de New
York yara esta, ell II del cOrriente
Consignatarios, Sobrinos de Ezquia-
ga,
BoletiÌn mercantil de Puerto Rico. (San Juan, P.R.) 18??-1918, 1909-11-18

SeccI(n Rbigioss
SANTOS PARA MANANA
Santa Isabel reina de Hungria viuda.
MISAS
Catedral-Dlas laborables: Z, 7-30 y $50
-Festivos: S, 7, SOY II.
San Francisco-Dias laborables: FEES
tivos: C-30, 7y 7-30.
San Jose.-Dfas laborables: y $780,
Festivos: $50, Z y 7-3O.
Santa Ana.-Dias laborables: z Y 7-30.-
Festivos: 6 Y TO-
Puerta de Tierra.-,Iartes 7.-Domin-
gos:9
Sag~ado Corazon (Santurce) .-Dias Ia
borables: 7-30.-Festivos 7-30y9.
BoletiÌn mercantil de Puerto Rico. (San Juan, P.R.) 18??-1918, 1909-11-18

Azdcsr para el consume
Moscabado (claro) $4.oO
de miel (claro) 4 w
oentrffuga (clara) a 4'9O
americana primera 800
lie Ponce 4.O
Cafe existencias limitadas, cotiza-
sion nominal.
Maiz SLIGO
BoletiÌn mercantil de Puerto Rico. (San Juan, P.R.) 18??-1918, 1909-11-18
R@W6@G@ Commercial
DE LA COSTA

Costeros Mayfiower, San Miguel y Ca
pricho.