Making the Form Letter Personal

Over ONE-HALF of all the form letters sent out are thrown into the waste basket unopened. A bare ONE-THIRD are partly read and discarded while only ONE-SIXTH of them--approximately 15 per cent--are read through. This wasteful ratio is principally due to the carelessness or ignorance of the firms that send them out-- ignorance of the little touches that make all the difference between a personal and a "form letter." Yet an increase of a mere one per cent in the number of form letters that are READ means a difference of hundreds--perhaps thousands of dollars to the sender. This article is based on the experiences of a house that sends out over a million form letters annually

There are three ways by which you can deliver a message to one of your customers: you can see him personally, you can telegraph or telephone him, or you can write him a letter. After you have delivered the message you may decide you would like to deliver the same message to 252 other customers.

To see each customer personally, to telegraph or telephone each one, or to write each a personal letter, would prove slow and expensive. So you send the same letter to all your customers, since you wish to tell them all the same story.

But you do not laboriously write all these letters on the typewriter; instead, you print them on some kind of duplicating machine.

But it is not enough to print the body of the letter and send it out, for you know from your own point of view that the average man does not give a proposition presented to him in a circular letter, the same attention he gives to it when presented by a personal appeal. And so little plans and schemes are devised to make the letter look like a personally dictated message, not for the purpose of deceiving the reader, but to make your proposition more intimate. This form of presentation is merely a means to an end; just because a letter is duplicated a thousand times does not make the proposition any the less applicable to the reader. It may touch his needs just as positively as if he were the sole recipient. The reason the letter that one knows to be simply a circular fails to grip his attention, is because it fails to get close to him--it does not look personal.

So, if form letters are to escape the waste basket--if they are to win the prospect's attention and convince him--they must have all the ear-marks of a personally dictated communication. If a proposition is worth sending out it is worthy of a good dress and careful handling.

All the principles of making the individual letter a personal message hold good with the form letter, except that greater pains must be taken to make each letter look personal. Nothing should be put into the letter to a dozen or a thousand men that does not apply to each one individually.

From the mechanical standpoint, there are five parts to a letter: superscription, body of the letter, signature, enclosures and envelope. In each of these five parts there are opportunities for original touches that make letters more than mere circulars.

The superscription and the way it is inserted in a form letter is the most important feature in making it personal. No semblance of a regularly dictated letter can be given unless the date, name and address are filled in, and if this is not done carefully it is far better to open your letter with "Dear Sir," and thus acknowledge that it is a circular.

To the left, and in exact alignment with the paragraphs in the body of the letter, should appear the name and address of the reader. If this superscription appears a fraction of an inch to either side of the margin the fill-in is evident. The style of type and the shade of the typewriter ribbons used in filling-in must match with absolute accuracy. This is vital and yet the most common error in form letters is imperfect alignment and conspicuously different colors of ink.

To secure an exact match between the filled-in name and address and the body of the letter, it is necessary to use ink on the duplicating machine which matches your typewriter ribbon. The ink used on the duplicating machine can be mixed to correspond with the color of the ribbons. Long experience has shown that violet or purple shades of ink are best for form letters, for these colors are the easiest to duplicate. Black and blue are very difficult to handle because of the great variety of undertones which are put into these inks.

Duplicating machines which print through a ribbon give variable shades and the typist in filling in must watch carefully to see that her typewriter ribbons match the impressions made in the body of the letter, especially where the form letters are printed several months in advance and exposed to changing conditions.

In departments where the stenographers fill in only a few letters a day, a piece of a "fill-in" ribbon is attached to the end of the regular ribbon and used for this purpose.

For speed and better work, typists who do nothing but fill in form letters, overlay their work--that is, before one sheet is taken out of the machine another is started in. A scheme which is slower but gives accuracy, is to work backward on the name and address, writing the "Gentlemen" or "Dear Madam" first, beginning flush with the margin. The town or city is next written, beginning on the paragraph or established margin line and then the name and the date are filled in. Guides may be secured so that all sheets will be fed into the machine at one place, thus assuring an exact margin.

Too much emphasis cannot be laid on the necessity of doing this fill-in work carefully, or not at all. If letters are printed by means of some duplicating machine which prints through a ribbon, care must be taken that the first run from the fresh ribbon is filled in on the typewriter with an equally fresh typewriter ribbon. Later when the machine ribbon is worn, giving a lighter impression, an older ribbon is used on the typewriters.

This fill-in work is difficult, and even when done properly many firms adopt all kinds of little schemes to help out the personal appearance. Separating the superscription from the body of the letter so that the immediate contrast is not so great, accomplishes this purpose.

One familiar scheme is to print the shipping or sales terms of the company across the letterhead so that the first paragraph comes beneath the printed matter and the filled-in superscription above. Then if there is a slight difference in shades of ink it is not so apparent. The same care must, however, be taken with the alignment.

Mr. L. B. Burtis, 1034 Elm Ave., Ravenswood, Ill.,

Dear Sir:

In reply to your letter of July 3d I take pleasure in enclosing the free book asked for.

All that I ask is that you read the book-- no longer letter is necessary.

Everything I could say to you in this letter about my chest is in my book. I wrote every word of it so when you read it, I wish you would take it as a personal message from me.

We deliver this chest to Ravenswood at the price quoted in the book.

This is all I am going to say. When you have selected the chest you wish, simply check it on the enclosed post card, and mail to me. Promptly upon its receipt the chest will go to you subject to your approval.

I shall be looking for your post card.

Very truly yours, OLD ENGLISH CHEST COMPANY.