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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.