How to Write BETTER BUSINESS LETTERS A PRACTICAL, STEP-BY-STEP
DISCUSSION OF THE PRINCIPLES INVOLVED AND THE PROCEDURE TO BE
FOLLOWED IN THE PREPARATION AND THE DICTATION OF SUCCESSFUL LETTERS
BY EARLE A. BUCKLEY Advertising Counselor Direct Mail Specialist
Correspondence Supervisor Letter Expert of nineteen years active
experience SECOND EDITION KICHTH IMPRESSION McGRAW-HILL BOOK
COMPANY, INC. NEW YORK AND LONDON 1940 COPYRIGHT, 1936, 1940, BY
THE McGaAw-HiLL BOOK COMPANY, INC. PRINTED IN THE UNITED STATES OF
AMERICA All rights reserved. This book, or parts inert of, may not
be reproduced in any form without permission of the publishers.
PREFACE In writing this introduction to the second edition of my
first book, let me steal a paVaj aph from the preface of a book
written by another. Joseph Conrad, Polish-born English novelist, in
the year, peculiarly enough, that I made my ap pearance on this
earth, wrote My task, which I am trying to achieve, is by the power
of the written word, to make you hear, to make you feel it is,
before all, to make you see That is your task, too, whenever you
write a letter to make your reader see your product or proposition
so vividly that he will be receptive tc any reasonable action you
propose. The reading of this book will, I hope, make that task
easier. If it does nothing else, it will certainly make you letter
conscious and that in itself is worth while. Letter writing today
is a profession, an art. Dont take it too much for granted. Dont
just dash off a so-called sales letter and send it out, hoping it
will do an effective job or hurriedly and thoughtlessly dictate a
routine business letter, satisfied if it just answers another.
Theres power in a goodletter and not to take advantage of it is an
economic waste. Remember that by their very customs and traditions
people are vitally interested in letters. Of all the different
PREFACE kinds of mail received, they are invariably opened first,
and thats true whether the address on the envelope is handwritten
or typewritten. So your letter has a decided advantage to begin
with. It is almost certain to be opened and shall we say scanned
Whether it is read, assimilated and acted upon depends to a large
extent on the way you have put your thoughts together, on the
construction of your message. If you want to write better letters
friendlier, more convincing, more resultful I believe the careful
reading of this book will help you. It wasnt prepared for the
professional letter writer, but rather for the many thousands of
men and women who perhaps write good letters now, but who could
write outstanding letters with a little of the right kind of study
and application. If I have done a good job, you should be able to
apply immediately the information this book con tains to your own
individual problems. I hope sincerely that you can and that in a
short while every one of the letters you turn out will be a sales
letter in every sense of the term, regardless of its primary
purpose. EARLE A. BUCKLEY. PHILADELPHIA, PA., April, 1940. VI
CONTENTS PAC. K PREFACE v CHAPTER I. ANALYSIS 3 II. THE FORMULA FOR
SALES LETTERS 8 III. WRITING THE OPENING 10 IV. WRITING THE BODY 16
V. WRITING THE CLOSE 30 VI. How TO MAKE A LETTER PRODUCTIVE .... 37
VII. LETTER PROBLEMS 53 VIII. POINTERS ON LETTERS TO DIFFERENT
KINDS OF PROSPECTS 67 IX. POINTERS ON SPECIFIC TYPES OF LETTERS. .
. 91 X. ANSWERS TO LETTER QUESTIONS 109XL ON TESTING 127 XII.
LETTER DONTS 132 XIII. ILLUSTRATED LETTERS 134 XIV. DICTATED
LETTERS 138 1. Cleaning House 141 2. Making Words Count 143 vii
CONTENTS PACE 3. Opening Sentences 146 4. Closing Sentences 148 5.
The Right Tone 151 6. Making Letters Friendly 153 7. How to Make
Every Letter a Sales Letter . 155 8. Making Your Answer Complete
158 9. How to Write an Adjustment Letter. . . . 160 10. How to
Write an Inquiry Letter 163 11. How to Write Collection Letters 165
12. How to Revive Inactive Customers .... 170 13. The Importance of
Physical Appearance...
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