The sun. [volume] (New York [N.Y.]) 1833-1916, 1914-02-15
System Employed in Mail Order Busi-
mess Houses Never Ceases Until
Il Gets Orders


ters now sent out by the company have
two or three errors palpably corrected
with pen ana ink.
Form letters, az "a rule. ar" not IN
tended to turn the sale They are
merely The bait when you clip the
coupon and send IN your name you
merely subs, rlbe for the company's out
nut Of form literature. But If ut first
ar at any time subsequently YOU ask
for some specific Information. such as
price. terms or wha', not you immedi-
atply lift yourself out of thc form letter
squad and becuine n special
You have gladdened the life Of some
sales director. From now on YOU Will
receive real. heart to heart letters die
tated to regular stenographer and
written On a sure enough typewriter
To lift the prospect into the special
class is the chief aim Of the Ton letter.
The first note of inquiry may touch
on a specific point. When this is the
case the sales director has u tangible
point Of vantage ana letters fly rapidly
Let nurscryman know that your spc-
cialty is strawberry culture and NOu'll
get letters on Strawberries. let an adj
vertsng specialist know that You have
inflammatory rheumatism and YOU will
receive letters touching upon that
grievous malady.
The personal note is assiduously
sought and quick advantag" is taken of
ii when it is found. An important gem
eral mail order house studies the Chi
Biography and ortho.i-iphy Of its inpuir-
ers. II Breckenridge Hun from Bowl
ing Green writes Il have saw your adj
Virtizement. &C." the reply H. apt 20 be.
I'VE are glad you seen our adv lrtiZe-
m"nt" II the inquiry Is properly
w"rdrd and correctly spelled. the lame
tone Is met in the reply. The sales man
ager of the company makes it plain to
his lcutenants thus:
BE careful not To shoot over the
heads of the prospects. u" equally
careful not to shoot under their feet,
but take s""d aim and shoot directly at
Their poCketbouk.'
Men engaged in this lire If work de-
Nclup unusual acumen in sizing up hand
writing. stationery. ink. everything that
in any way might Civ" a clue as To- the
personality Of the individual behind the
inquiry. The quality Of stationery is
| fair guide; the quality of ink j. worth
/ considering; even tn" angle at which
the stamp is placed may provide a clue
y sanltarium which draws many pa
t!onts through advertising maintains a
| file "f praC tically every city directory
| IN the United States. when an in
/ uuirN comes the nam" is looked up by
| clerk. Then whether butcher or baker
or superintendent "f the gas works. the
| prospect gets better written in the
/ sty.e to which he has been accustomed
Each line Of business has its peculiar
\
a mail salesman who went into a whole
sale liquor esta hl!shment to take charge
OF It's advertising department The com.
pany had been advertising heavily and
the percentage of "nihbles" was high
but the follow mp didn't pan out well.
The new man sized up the situation,
found the form letters sufficiently fetch
ing and for a month was unable To locate
the weak spot.
Finally. j. came To- him Ninety per
'"nt Of the companies business was
with saloon keepers, bartend.rs and en-
hart"nders. The offices Of tn. cumpa ny
, were equipped with typewri,ers which
turned uut neat, small. almost diintily
typed letters. The new advertising
manager threw ort 'he small typed
machines and put In their place ma.
. chimes with heavy coarse, plain type.
something that the rough and ready
/ man behind the sp.gnt didn't have To
strain his eyci To SEQ. The change
worked wonders in the business. That
I sam" rule. reversed. pulled business up
F = Der cent. for "A stationery firm selling
goods by mail.
/ Iut with all their clevorness and their
/ keen methods Of getting some personal
Nanid"" point. these business detectives
are often deceived An inquiry. written
"n Il sheet of coarse paper with pencil,
reached "A railroad company. which adj
I N"rt!s"d an extra luxurious train. Tn.
/ inquiry, regarded as Na'uoless was
/ turned over To an of'". s.rl. accord ng
| - III" usual routine for unimportant
/ questions. and a b"okict containing the
/ iusorma zion desired was tna!lcd The
chief of correspondence discovered "A
| few days 1at"r that the query had come
| from the president If a so-cai'ci trust
who wanted 10 h'tch a private car to
the advertised special.