An Indirect Approach

The longest way around is frequently the shortest way home - when it comes to selling people an idea.

If we were to come to you, and tell you that we'd be glad to put your name in some "Who's Who" provided you would dig up $10 for a copy, you'd shy off at once. It would be too apparent that the only reason we were listing you was to get your $10.

But if we approach you tactfully and indirectly, there is a good chance we shall get both your listing and your $10. Here is an example of the indirect approach that worked well.

Letter

Dear Madam:

Would you be good enough to do me a favor? I promise not to ask too much.

You can help to solve a problem which is of significance to all officials of Women's clubs. You know that for 34 years, the leading Club Women of the United States have been recorded each year in the So & So of Women's Clubs.

This year, a symposium is being conducted among the leading officials of Women's Clubs, to determine whether it would add measurably to the So & So's value to include an entirely new section - a "Who's Who Among Club Women", - giving a short biographical sketch with the offices you have held and all the outstanding achievements of your Club life.

Your Club Activities entitles you to representation in this exclusive section. Will you be good enough to give me your opinion of the value of a section?

There will be no charge for the listing, but since each listing will mean considerable additional expense in the way of typesetting and the like, we shall ask each of those whose biographical sketches appear in this "Who's Who" to subscribe for one copy of So & So. To make up for this however, we shall send it to them - not at the regular price of $5.00, but at a special pre-publication discount of 15% - making the net price to them $4.25, and even from this figure we shall give them an additional discount for advance payment.

We shall greatly appreciate an expression of your opinion from you. If that opinion is favorable, please fill out the Record attached, giving your Club connection and all those little personal items that Society Editors and others ask for, when you own or your club's activities bring your name into the news.

The enclosed envelope needs no stamp. Won't you, therefore fill out the Record NOW - while it is in your hands and mail it right back in the enclosed envelope?