. They
intrude the mechanics of the letter on the reader and in so
doing they take his interest from the actual object of the
communication. All necessary identification can be made by
initials, as: L. S. B.--T.

Do not write a sales letter that gives the same impression as a
strident, raucous-voiced salesman. If the idea is to attract
attention by shouting louder than all the rest, it might be well
to remember that the limit of screeching and of words that hit
one in the eye has probably been reached. The tack to take, even
from a result-producing standpoint and aside from the question
of good taste, is to have the tone of the letter quiet but
forceful--the firm, even tone of a voice heard through a yelling
mob.

Do not attempt to put anything on paper without first thinking
out and arranging what you want to say.

Complimentary closings in business letters, such as "Yours for
more business," should be avoided as the plague.

STOCK PHRASES IN BUSINESS LETTERS

There are certain expressions, certain stock phrases, which have in the
past been considered absolutely necessary to a proper knowledge of
so-called business English. But it is gratifying to notice the emphasis
that professors and teachers of business English are placing on the
avoidance of these horrors and on the adoption of a method of writing in
which one says exactly what one means and says it gracefully and without
stiltedness or intimacy. Their aim seems to be the ability to write a
business letter which may be easily read, easily understood, and with
the important facts in the attention-compelling places. But for the sake
of those who still cling to these hackneyed improprieties (which most of
them are), let us line them up for inspection. Many of them are
inaccurate, and a moment's thought will give a better method of
conveying the ideas.

"We beg to state," "We beg to advise," "We beg to remain." There is a
cringing touch about these. A courteous letter may be written without
begging.

"Your letter has come to hand" or "is at hand" belongs to a past age.
Say "We have your letter of ----" or "We have received your letter."

"We shall advise you of ----" This is a legal expression. Say "We shall
let you know" or "We shall inform you."

"As per your letter." Also of legal connotation. Say "according to" or
"in agreement with."

"Your esteemed favor" is another relic. This i