How to Bring the Letter to a Close

GETTING ATTENTION, explaining a proposition and presenting arguments and proofs are essentials in every letter, but they merely lead up to the vital part--GETTING ACTION. They must be closely followed by PERSUASION, INDUCEMENT and a CLINCHER. The well written letter works up to a climax and the order should be secured while interest is at its height. Many correspondents stumble when they come to the close. This chapter shows how to make a get-away-- how to hook the order, or if the order is not secured--how to leave the way open to come back with a follow-up

Nothing will take the place of arguments and logical reasons in selling an article or a service. But most salesmen will bear out the statement that few orders would be taken unless persuasion and inducement are brought into play to get the prospect's name onto the dotted line. Persuasion alone sells few goods outside of the church fair but it helps out the arguments and proofs. The collector's troubles come mainly from sales that are made by persuasion, for the majority of men who are convinced by sound arguments and logical reasons to purchase a machine or a line of goods carry out their part of the bargain if they can.

There are a good many correspondents who are clever enough in presenting their proposition, but display a most limited knowledge of human nature in using persuasions that rubs the prospect the wrong way.

"Why will you let a few dollars stand between you and success? Why waste your time, wearing yourself out working for others? Why don't you throw off the conditions which bind you down to a small income? Why don't you shake off the shackles? Why don't you rise to the opportunity that is now presented to you?"

Such a letter is an insult to anyone who receives it, for it really tells him that he is a "mutt" and does not know it. Compare the preceding paragraph with this forceful appeal:

"Remember, the men now in positions you covet did not tumble into them by accident. At one time they had nothing more to guide them than an opportunity exactly like this one. Someone pointed out to them the possibilities and they took the chance and gradually attained their present success. Have you the courage to make the start, grasp an opportunity, work out your destiny in this same way?"

This is persuasion by pointing out what others have done. It is the persuasion of example; an appeal that is dignified and inspirational.

And here, as in all other parts of the letter, there is the tendency to make the appeal from the selfish standpoint--the profits that will accrue to the writer:

"We strongly advise that you get a piece of this land at once. It is bound to increase in value. You can't lose. Won't you cast your lot with us now? It is your last opportunity to get a piece of this valuable land at this extremely low price. Take our word for it and make your decision now before it is too late."

A manufacturer of folding machines got away from this attitude and cleverly combined persuasion and inducement in an offer made to newspaper publishers during the month of October:

"You want to try this folder thoroughly before you buy it and no better test can be given than during the holiday season when heavy advertising necessitates large editions. Now, if you will put in one of these folders right away and use it every week, we will extend our usual sixty-day terms to January 15th. This will enable you to test it out thoroughly and, furthermore, you will not have to make the first payment until you have opportunity to make collections for the December advertising. This proposition must be accepted before Oct. 31st."

Such an inducement is timely and doubly effective on this account. The appeal reaches the newspaper man at the season of the year when he is busiest; just the time when he most needs a folder, and the manufacturer provides for the first payment at the time of year when the average publisher has the largest bank account.

Occasionally the most effective persuasion is a ginger talk, a regular "Come on, boys," letter that furnishes the dynamic force necessary to get some men started:

"There is no better time to start in this business than right now. People always spend money freely just before the holidays--get in the game and get your share of this loose coin. Remember, we ship the day the order comes in. Send us your order this afternoon and the goods will be at your door day after tomorrow. You can have several hundred dollars in the bank by this time next week. Why not? All you need to do is to make the decision now.

"Unless you are blind or pretty well crippled up, you needn't expect that people will come around and drop good money into your hat. But they will loosen up if you go out after them with a good proposition such as this--and provided you get to them before the other fellow. The whole thing is to get started. Get in motion! Get busy! If you don't want to take time to write, telegraph at our expense. It doesn't make much difference how you start, the thing is to start. Are you with us?"