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Business Letter Writing (Paperback)
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Business Letter Writing (Paperback)
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Text extracted from opening pages of book: BUSINESS LETTER WRITING
BY ALEXANDER M. CANDEE Advertising Manager National Enameling &
Stamping Co. Lecturer on Commercial Correspondence Extension
Division of the University of Wisconsin NEW YORK THE BIDDLE
PUBLISHING COMPANY 1920 Copyright, 1920, by THE BIDDLE PUBLISHING
COMPANY PEEFACE A business representative must properly represent
his house and its policy. He must help in the up-building of good
will. Letters are business representatives. They should be so
dressed and so written as properly to represent the sender. They
can be a great help in creating and maintaining good will. Modern
methods require that only such letters be sent as will so represent
and so up-build for the good of the sender. There are certain ways
recognized by progressive business men and students of business
methods that are based on cor rect mental principles as being the
best for business letters. It is for the purpose of presenting
those ways, for describ ing the principles and developing their
practical application, that this book has been written. Bather than
give examples, schemes and plans for one to copy or adopt, the
author stimulates the student reader to think. It is only when one
begins to develop his own mental capacity and then to use it that
he really makes progress. It is my sincere hope that such thinking
may be the result of careful study of this book. ALEXANDER M.
CANDBB. Milwaukee, Wisconsin. CONTENTS CHAPTER PAGE I THE BUSINESS
OF LETTER WRITING, INCLUDING THE WRITING OF BUSINESS LETTERS 3
Importance of Business Letters. The Occasion of Business Letters.
The Purpose and Dangers of Business Letters. The Man Who Writes:
Characteristics.Education. The Man Written To. Things to Sell. II
MEANS FOR CONVEYING THE THOUGHT . .' r .-.1 v 17 Words, Their Use
and Meaning. Acquiring a Vocabulary. Value of Short Words.
Denotation Connotation. Slang. The Parts of Speech. Phrases: Their
Uses, Construction, and Placing. Sentence Defined. Types of
Sentences. Paragraph Defined: The Question of Length. Ill THE
PRINCIPLES OF THINKING 31 Fundamental Mental Activities: Intellect,
Feeling, and Will. Observation a Means of Information.
Classification of Impressions. Inference: The Value of Experience.
Application of the Principles of Thinking. Memory Appeal: Its Use
in Business Letters. Two-Fold Purpose of Knowledge of the
Principles of Thinking. Personality. vii viii CONTENTS CHAPTER PAGE
IV PUNCTUATION 43 Punctuation a Means of Inflection. The Purpose of
Punctuation. Definition and Uses of Principle Punctuation Marks;
viz: The Period, Comma, Semi-colon, Dash, Question mark, Colon, and
Quotation Marks. V BUILDING THE LETTER: PRINCIPLES OF CONSTRUCTION
57 Unity in Thought and Presentation. How to Secure Unity. The
Meaning of Coherence. How to Secure Coherence. Emphasis: Its
Important Relation to Letter Build ing. VI BUILDING THE LETTER:
MECHANICAL OR PHYSICAL ASPECTS 71 The Influence of Physical
Aspects. Arrangement of a Letter. Parts of a Letter: Rules for
Correct Formulation. Indention. Spacing. Standard Complimentary
Close. The Signature: Its Legal Aspects. Paper as an Expression of
Individuality. The Letter Head: Its Size and Design. How to Fold a
Business Letter. Essentials of a Business Envelope. VII BUILDING
THE LETTER: THE FOUR C's OF BUSINESS LETTER WRITING 93 Correctness
in Form, Expression, and Fact. Clearness: Faults WhichOppose It.
Conciseness versus Brevity, Wordiness, and Curt ness. Completeness.
Summary: Especial Importance of Courtesy. VIII SALES LETTERS:
PRINCIPLES OF INFLUENCING OR SELL ING 117 Strength and Weakness of
Sales Letters. Principles of Salesmanship CONTENTS ix CHAPTER PAGE
IX PARTS OF LETTERS .., ., -.. v .; -. j .; . 129 A Point of
Contact. The Right Method of Approach. How to Secure Interest. The
Clincher. X READER'S VIEWPOINT 141 What Material to Use.
Consideration Due the Article and the Buyer. Significance of YOU.
Selection of Material. XI SALES LETTERS: How TO WRITE.
General
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