Yours for more and better advertising.
[Signature: M. B. Andrews]
* * * * *
The question of how to open your inquiry letter is a big one. Good
beginnings are as varied as the proposition which the letter
presents.
The straight question usually commands attention. "Do you get the
best price for your goods?" "Are you securing all the advertising
patronage to which you are entitled?" "Couldn't you use an extra
pair of good trousers?" "Do you collect 98 per cent of your
accounts?" Openings of this kind rivet attention.
With some letter-writers, the direct command style of opening is
popular: "Get more advertising. How? This letter answers the
question." "Wear tailor-made clothes at the price of ready-made."
"Make your money earn you six per cent." If these openings are
chosen with the care that the advertising man uses in selecting
headings for advertisements, attention will be secured.
Gentlemen:
Your easiest profits are those you make by saving expense.
There is one way you can save rent; save wages; save damage to
samples and still sell more goods.
Install a Patent Extension Display Rack in any department you like--
picture, linen, notions, sporting goods, etc.
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