Chapter 20 : Page 3
The cost of these folders, because of the high grade of reproduction and the art work, runs considerably above the usual business-getting letter of one-cent mailing. The lowest class of these folders cost approximately the same as the usual letter under two-cent mailing. Any addition of special art work increases their cost proportionately, but the expense is frequently justified.
These illustrated letters depend upon their power of suggestion, through graphic illustration and design, and upon the personal idea of the letter used for getting business. Few enclosures, other than the return card, or reminder card, for filing purposes, are used.
One physician, especially anxious of promoting a new remedy, sent out mailing folders describing his remedy and offered an absolute guarantee of results before payment. The return card enclosed with this folder was engraved with the name and address of the physician above and underneath his absolute guarantee. Because the campaign was so unusual, it produced unexpectedly large returns.
Here, as in the usual business-getting letter, careful attention is given to details. The importance of attracting attention in the first paragraph by careful expression, followed by the creating of desire in the mind of the customer or prospect and the adding of conviction--and finally, the use of reason that compels action cannot be emphasized too strongly.
A more appealing letter could scarcely be written than the following, used in the cigarette campaign previously mentioned. The outside of the folder carried an appropriate drawing by one of the best American artists and the whole folder gave an impression of the highest quality. Note the easy style, designed to catch the reader as he first opens the folder and carry him along fascinated to the end:
Dear Sir:
[Sidenote: Attention-getter; natural and effective. Explanation clear, and a desire is created through promise.]
Turn back in your mind for one minute to the best Turkish cigarette you ever smoked.
If you remember, it was not so much that the cigarette was fragrant, or that it had a particular flavor, or aroma, or mildness, that caused it to please you--it was the combination of all these qualities that made it so delicious.
This means that the perfection of that cigarette was in the blend, the combination of rare tobacco, each giving forth some one quality.
We have worked out a blend that produces a Tobacco Cigarette which satisfies our ideal at least.
We call the cigarette made of this brand PERESO. We make no secret of the kind of tobacco used--the exact proportion and how to treat the rare leaves is our secret.
To get a perfect aroma, we must take ---- Tobacco: young sprigs of yellow so soft that the Turks call it "Golden Leaf."
We use ---- leaves for their flavor; they have marvelous fragrance as well a delicate mildness.
[Sidenote: Giving conviction by details.]
To get each of these tidbits of Tobacco into perfect condition, so that their qualities will be at their prime when blended, is our profession. The PERESO cigarette is the result.
[Sidenote: Suggesting immediate action.]
Touch a match to a PERESO cigarette after luncheon today. You will be delighted with its exquisite aroma, its fleeting fragrance and delicate mildness.
[Sidenote: Strength in clincher lies in absolute guarantee.]
If it is not better than the best cigarette you have ever smoked, allow us the privilege of returning the fifteen cents the package cost you. The original box with the remaining cigarettes, when handed to your dealer, will bring the refund.
Will you Join us in a PERESO cigarette today?
Very truly yours. [Signature: Adams & Adams]
Enclosed in this folder next to the letter was a card bearing a picture of the cigarettes in their box. At the bottom of the folder, underneath the letter, was the phrase: "All good dealers--fifteen cents a package."
With the mailing card, as with the letter, guarantees, free trial offers and the like, help to strengthen the close of the proposition, win the confidence and bring back the answer.
For example, a large watch company, wishing to appeal to a class of customers who had previously been listed and whose financial standing made its proposition secure, sent out folders signed by department heads asking the privilege of mailing a watch for examination and trial. The letter, which carefully described the advantages of the watch over other watches sold at similar prices, offered this trial without any cost to the prospect, only asking that if the watch suited his needs a draft be mailed to the company. The return card in this case contained an agreement by the firm to hold the prospect in no way obligated to the company, except through purchase. Before returning the card to the company, the prospect was required to sign it, agreeing that, after a trial, either the watch or the money should be sent in.
Before you enter upon the use of mailing cards, be sure you understand the postal regulations regarding them. They are not complicated, but more than one concern has prepared elaborate folders only to be refused admittance to the mails because they did not follow specifications as to size and weight.
Postal laws require that all cards marked "Post Cards" be uniform in design and not less than three and three-fourths inches by four inches and not more than three and nine-sixteenths inches by five and nine-sixteenths inches in size. This means that all return cards, whether enclosed or attached, must be within authorized sizes to allow a first class postal rating.