d to an
appointment with the salesman.

The following letters are intended to be suggestive. They cannot
honestly be put forward as being more than that. They are all letters
that have gained results under certain circumstances. That they will
gain results under new and different circumstances is a matter on which
no one can speak with any assurance. Every sales letter is a matter of
cut and try. Some of these letters may produce results exactly as they
stand. Others may better be used in combination.

[Illustration: Arrangement of a business letter (block form)]

[Illustration: Arrangement of a business letter (indented form)]

Whether the letter should have a return card or envelope depends upon
circumstances, as also does the inclusion of an illustrated folder. The
return card is more valuable with a letter that goes to a home than with
a letter that goes to an office. Very few men with stenographers will
bother with return cards--their stenographers or secretaries will send a
note. On the other hand, letter-writing facilities are not so easily
available in the usual home and the card is likely to be used. The
putting in of a folder sometimes takes away from the force of the
letter. It is often better to reserve the folder for a second letter or
for answering an inquiry. For once the prospect has written in for more
information the whole purpose of the letter changes. The interest can be
presumed, and the object of the letter is to give the greatest possible
amount of clear information to the end of causing action. Saying too
much in the first letter may give the reader an opportunity to reach a
conclusion, when the purpose of the first letter is primarily to get a
name--a prospective purchaser. Many a salesman kills a sale by talking
too much; so does many a sales letter.

SALES AND ANNOUNCEMENT LETTERS

To charge customers selling and announcement letters are sent out before
the public advertising. (They can also be used as general announcements
by eliminating the portions referring particularly to the charge
accounts.)

_Announcing a sale_

BRICE & HASKELL
SOUTH MICHIGAN AVENUE
CHICAGO

July 31, 1922.

Dear Madam:

As one of our regular patrons, we are telling you in advance
of a coming big sale--The August Furniture Sale, which will
begin Monday, August 7t