H O W T O D EA L WIT H

H U MA N N A T U R E
I N B U S I NE S S .

A Pra c t ic al Bo o k o n Do in g
Bu s in e ss by C o rre s po n de n c e ,

A dv ert is in g a n d S ale sm a n s h ip
,

B y S H ERW I N Q ODY D

A u th or of
“
H o w to Do B u s i n es s b y L e t t er, ” “
Th e Art of Wri ti ng and
S p ea k i ng
”
t h e E n g l i s h L a n gu a g e, Ma rs h a l l
“
B r o wn ,
A m er i c an B us in es s Ma n,
”
e tc .

S E C ON D EDI T I ON

FU N K WA G N A L L S C O MP A N Y
N EW YO R K A ND LO NDO N
1 91 6
 C o p r nx o n r , 1 9 0 4 , 1 9 06 , 1 91 1 ,
'
BY

SHE R WI N C O DY

C OP Y RI GH T , 1 9 1 5, BY

F UNK WA GN AL L S C O MP AN Y
P r in t ed i n t h e Un i t e d S t a t es of A m eric a

P bli sh ed
u , e t em b e
S p r, 1 91 5

A ll ri g h t s r es erv e d
 C O N T EN T S

—
P REF A T ORY A S C IE N T IFI C BASIS
—
P AR T I HUMA N NA T URE : H OW TO
HA ND L E I T

1 . NATIO N AL CH ARA C TE R I IC
ST S

II . S E RV IC E TH
E A
_ _
MERI CAN P R IN C I PLE O F
B U S I NE S S

III . TH E B U S INE S S WORL D TAK ES YO U R OWN

VAL UAT IO N O F YOU RSELF
EVE R Y MAN S H O UL D HAVE H IS MO NOP OLY
TH E MIN D AN D H OW IT WO RK S
PRA C T I CA L USE S OF TH E I MAG IN ATIVE
MET H O D

VI I . P RA CT I C AL P R IN C IP LES O F AP PEAL
.

VI I I . PRO PO RT IO N AN D EMPH AS I S

IX . A N AL Y IN G
Z A B US IN ES S

—
PA RT I I C ORRES P OND EN C E
—
I NTRODU CTO RY TH E F OR M OF TH E LETTE R
ar i
M g s S n — p aci n g
—Th e d a t e 1i e —Th e a d dre ss n

—Th e sa l u t a t i on — Th e b o d y o f a l ett er—Th e

c los e— h
T e s ig n a t u r e— Th e e n v e lop —
T h e pu n c
t ua ti o n — r m —
Rul e s f o c o m a s Rul e s f o r s em i
c olo n s — —
Rul e s f o r c olo n s H o to st udy w p une
tu at io n —H ow to m a st er t h e f orm o f l ett ers.

iii
3 8 218 0 13
-
 C ON T EN T S
PAGE

TH E C ONVER SATION AL ST YL E I N L E TT ER
WRIT IN G
Nat ura l an d ea sy way to b egi a b u sin ess l et n

te —
r Na t ura l n d ea sy w y to c los e a b s in ess
a a u

l ett er H o w to a c quire n ea sy b u s i e ss styl e

— a n

S ecret ary 8 l ett er o f a ckn o wl edgm en t—S im pl e

’

l e tt er en closin g c hec k to p ay a b ill A l ett er o f

—
e n d ors em en t — An s wer t o a n i n q iry— Th e t el e u

grap hi c styl e—Collo quial is m s a n d sl an g—An

i ll u stra t iv e c hai n o f l ett ers .

OR DE R IN G GOOD D H NDLIN G I N QUIR ES S AN A I

Tw ki d s o f l ett ers b uy i g
o n ,
—
d el l i g Ord er n an s n

n —
i g g oo d s A poor l e tt er orderi g g oo d s Th — n e

sa m e l ett er prop erl y writt e A sw eri g i

— n n n n

q i i — A
u r es poor a s w er to a l e tt er
n or deri g n

—
good s T righ t a sw er to t hi s l ett er A po r
h e n — o

—
repl y to l ett er o f i q iry Th s am e l ett er n u e re

writt e S ell i g l ett ers wit h the i quiries t hey

— n n n

a sw er n .

S Y E M I N HAN DLI N G CO RRE P ON DEN CE

ST S 1 04
H o w to w i t e h dre d goo d l ett ers a day
r o ne un

F or m - —
s e t e es Whe to u s e a f orm l ett er
n nc n -

Whe t to
n no f orm l e tt ers — S y st em
u se i -
n

n n c —
fre she i g p ub l i i ty Co m pl ai t l e tt ers A poor
— n -

a sw er to a l e tt er o f o m pl ai t Th sa m e l ett er
n — . c n e

rew i tt e — F rm hart f
r n m pl ai ts
o -
c or co n .

I llust rat ive S tudy of th e Gr o cery B us ine ss

.

H OW D EA L WIT H H U M AN NAT URE

To BY

LETTE R
1 . Wh en to Writ e a S ho rt L e tte r an d Wh en
a Lon g On e
2 . H ow to Wr it e a L e tt er Th a t Will Get
A tt ent i on
C irc ula r l ett er sol i cit in g adv ert i sing .
 CO N TEN T S V
P A GE

3 . H ow to Wri t e a L e tt e r Th a t Will De
v el o p In tere st

Lett ers to get l ife i n s uranc e b u sin e s s .

H ow to Wri t e a L e tt e r Th a t Wi ll C om
p e l an A n swe r
5 . H ow to do B usine ss Wi th a Rea sonabl e
Custo me r
A sy st em to k ee p rea so n abl e c u stom ers s at i s
fied .

6 . H ow to do B us ine ss Wi th an I r ri t abl e
Custome r
N aggi n g l ett ens a n d h o w to ha n dl e t hem .

7 . H ow to do B us ine ss Wi th a Wo man
Th e d efere nc e due to w om a n .

8 . H ow to Wr i t e to a L a dy o n a Del icat e
Matte r
Del i c a t e l ett ers —A fra nk l e tt er to a n e m plo y ee .

9 .
—
Gi vin g a L e tt e r th e P r op e r Ton e H ow
to Wri t e to You r S up eri or
H ow to Writ e to a S ub ord inat e

COLLEC T ION S BY MAIL

Lett er to go wi t h i nvo i c e al way s req uire d on
,

a ppro val shi pm ent Coll ec t i o n f ollo w u p l ett ers

- -

—A re m i n der to t ak e c a s h di sc o u nt — F o r sm all
a cc o un ts o v e du e Fo v ery sm all a cc o unts lo ng
r h
r

o v erdue Coll ec t i o n s f ro m dea l e s—A c oll ec t i o n

— r

l ett er t hat drew t he m o n ey li k e a po ul t ic e

“
.

VI . US IN G WORD S SO AS To MAK E PEOPLE DO

T H I N GS
1 . Th e P er sonal Tou ch
En t hu s ia sm t he c orn er sto n e o f su cc ess
-
.
vi C ON T EN T S

2 . How to Co n d en se
T h e s e cre t o f c o n d e ns a t i o n —T he first fu ll l et

te r— A p age adv ert i s em en t o r s h ort l ett er

One i nc h m aga z in e ad v ert i s em en t
-
.

3 Emph a s i s
. in B us ine ss Wr i tin g
A n ex a m pl e o f dis pl ay f o r em p ha s is—F irst l et
t er to get i n quirie s f o r $ 5 00 m a c hi n e—A nsw er to
in quirie s bro ugh t by t he prec edin g l ett er—Let
t e r to ge n era l l is t to ge t in quiries f o r $ 5 00
m a chi n e .

VII . S ALE S M AN S H I IN
P LET TE RS AN D IN A DVER
T I SIN G

1 . Fiv e S t e ps in Wri tt en S al e smansh i p

Poor sal esm anship .

2 . Crea t in g De si r e
P oor ways to b egin a sal es l ett er—The ri ght
way to b egin s al es l ett ers .

3 . S how H ow Your P l an Work s

“
S h o win g H o w ” u s eful in s elli ng mi nin g stoc k -
.

4 . Provin g Your S tat emen ts

—
Get t he c us tom er s po i n t o f View H o w to ha n dl e
’

t e st im o n ials
.

5 . Makin g a Man Feel L ik e Orde rin g

A c l ev er b u s in ess wi nn er
-
.

6 . Mak e Or de r in g Ea sy S a fe an d Qu ick
, ,

Cl inc hers— Lett er to c l in c h orders .

Turnin g A dver t is in g I nqu irie s Into

Or d er s

8 . F ollow u p L e tt e rs
-

Lett er to s ell a fire ex t i n gui s her s ent

-
wi t h c at a
lo g o u rec ei pt o f in quiry .

9 . S ec o n d F ollow u p L e tt e r
-
224
I ll ustra t i v e l e tt ers .
 C ON T EN T S Vii
P AGE

S t a t i o nery an d P rintin g fo r Circul ar

L e tter s
Pr emium s
Lett er to get a t ial w h ol e sal e o rder o n appro va l
r

— Prem i u m .

Wh a t Can an d Wh a t Can N ot be D one by

Mail
I m port a n c e o f t e st i n g e v ery l e tt er o r p ie c e o f
—
adve t i si n g F u t il it y o f t he Co n v ent i o n al f ollo w
r

up — Mak in g a n argu m e nt in b i ts S ea so n a l c a n
—
v a ssin g.

PA RT III — M ERCHA NDI S IN G

MER C H AN DIS IN G
A goo d bu si n ess in a g oo d l o c at i o n—Cl a ss e s o f
b usin ess es—Coll ect io n s a n d c edits—F inanc in g a
r

b us in ess—Rec ord s— The gen eral s ellin g probl em -

—Tru st in g t he p ub l i c —A ppro va l—Q ue st i o n s o n

m erc ha n di s in g .

—
P A RT IV A DV ERT I S IN G
TH E B U S IN ES S O F A DVE RT IS IN G
Que st i o n s o n t h e b u sin ess o f adv ert is i n g
.

PLA NN IN G AN A DVE RT I S IN G CA M PAI GN

Q uest i o n s on pl an n in g a n a dv ert i s ing c am p aign .

TH E P SY C H O LOGY AN D ART O F A DVERT I S IN G

D IS P L AY
—
A tt e n t i o n val u e s Pl ea s i n g sha p es a n d m a ss e s
Qu e st i o n s o n t he a rt o f ad vert i s i ng— Th e prae
t ic al dri v e—* Copy—Pro duc in g a ct i o n—Que st i o n s
o n t he prep a ra t i o n o f c op y .

F o rty Illust rati on s of Ma g azine News ,

p ap er an d S tree t Car A dvert i s ements

,
-

m —
Mediu s Q est i o su n o n m m —
ediu s The c umul a
t iv e power o f ad vert i sin g .
 C ON T EN T S

RET AI L A DVER IN G TI S

Th o b je t o f ret ail adv ert i s i g—N ewsp ap ers

e c n

d h
an db ills a s et ai l m edi m s— What
an r d u to a

i —Th b y er
v ert s e d t he ad v e t i s e m e t
e u it er
an r n wr
m stu ork to get her— T t e h ique o f ret ail d
w he c n a
—
i i g Q ue st i o s
v ert s n ret ail adv e t i s i g
n on r n .

D IR C Y M IL A DVE R I IN G
E T B - -
A T S

Li sts— Cost — Mail i n g p iec e s a n d en c losure s— One

-

or t w o c e n-
t p o s t a g C —w hi c h i
L — H i n ts o n b oo kl e t
m a k in g— Prop er styl e in whic h to writ e a b ook
l et T h e u s e a n d ab u s e o f c at alo gs a n d b ookl ets
—
—Cl a ss fie d ad v ert i s i n g Q ue st i o n s o n direc t
i —
b y m ail ad v ert i s i n g
-
.

KEYIN G AN D T ES T IN G A DVE RT IS IN G
T e st i n g re t ai l ad v e rt is i g T e st i n g gen era l a d
n —
v e rt i sin g— P erm a ent a dv ert i si g re o d Qu es
n n c r —
t io n s o n k eyin g a n d t est i n g adv ert i s em ents .

VII . PR IN T IN G
Preparin g c opy f o r print er a nd rea di n g proo f
Que st i o n s o n prin t i n g .

M ode rn Typ e Face s

P A RT —
V P ERS ONA L S A L ES MA N S HI P

I . PE RS O NALIT Y
Th e a dva n t age o f ha vi n g g oo d cl ot he s Th e a d -

vant age o f havin g goo d m an ers The a dva n

n —
t age o f ha vi n g a go o d breat h Q uest i o n s o n
—
p erson al it y in sal e sm an ship .

II .
D IFFEREN T K IN D S OF S ALES M EN AN D T HEIR
D U T IES
1 Re t ai l
.

2 Whol e s al e
.

3 S p ecialty
.

Que st i o ns o n t he dut ie s o f di ffere n t ki n d s o f

s a l e sm en .
 C ON T EN T S ix

III . MO DERN S ALE S ORGAN IZ ATIO N

Th e sa l e s m a n ager— Th e l i st o f prosp ec ts—Edu
-

c a t i n g t he c sto m er— Ma n agi n g s a l e s m en —Q ue s

u

t i o n s o n m o dern sal e s orga n i a t i on z .

TH E P R IN C IPLE S O F S ALES MAN S H IP

The five fa c tors— Ge n era l pre p ara t i o n f o r s el l
i n g— S t eps i n m ak i n g a s al e—S p ec ia l prep ara
n — n n—
t i o Att e t i o Creat in g de s ire f o r t he t hin g
i n ge n era l —Dev elop i n g i n t er est i n y o ur g oo d s
—
Closi g t he s ale Q ue st i o n s o n t he pri nc ipl e s o f
n

sa l e sm an ship .

TH E P RA C TI C AL P ROCE S S O F S ELLIN G
Ret ail s ell i n g—S ell in g to dea l ers— S ell in g sp ec
ia l t i e s—T h i pn mam m ggh e s ec o n dary
s ellin g t a1k —Th e t ert iary s ell in g tal k —
-
i lli e s w
,

s al eéfi fin s p erso n a l c hec k u p

’
’
’ -
.

P sychological S ellin g Hints S ugg e st i o n -

449
T he da n ger o f n egat i v e s ugge st i o n — Avo id ex
c es siv e fa m i l iari t y— Quest i o n s o n t he pra ct i c al
pro c e ss o f s ell in g .

Mod el S ell in g T alk for H ous e to H ouse

Canva ss

Compl e t e Canva ss to S ell Th i s B ook 4 59

C an va ss f or th e b u si ess a ager Pre parat i on
n -
m n —
—Pri m ary s ell in g t al k f or t he b u si n e ss m a n ager
- -

—S ec on da ry s ell in g t al k f o r t he b u sin e ss m a n a
- -

g e r— T ert ia r y s e ll i n g t a lk
-
f or t he b us i n e ss

m na age r — Primary s ellin g t alk f or t he employ ee

-

—S ec o n dary s e ll i n g t al k f o r t he em ploy ee—The

-

im port an c e o f a lo gi c al c hain— T he i m port an c e

o f e n t hu s ia s m — T h e i m port a n c e o f p ers i st e n c e
T eh da n ge r o f e x c e ss i v e p ers i st e n c e— Th e s ecre t
“
o f suc c e ss in clos ing sa l es ” .
 P re fat o ry

A S CI E T IFI C N B ASIS
TH E wor d s scien c e and scien tific h ave b een used so
mu c h a s a dve rt i s in g cat chwords in loos e an d il l egiti ,

mat e s en s e s th a t it i s well for us to be g in by c on s i de r

,

in g j ust wh a t i s th e tru e s cien tific me thod an d how fa r ,

th e kn owl e dg e of any subjec t i s o r may bec ome a s cience .

Th e s cient ific me thod follow s th e s e well defin ed st e ps : -

1 H yp o t h e s i s
. Th e s cien t i st mak e s th e be st gu e ss
.

th at h e can He i s a real s tu den t an a rt i st in study

.
, ,

a p r ofe ss i onal stud ie r an d h e s ee s some th in g th at looks

,

l ike a g rea t di s c ove ry A n hypoth e si s i s th e name for a

.

s e ri ous gu e ss by a b r ill ian t min d .

2
. Ex p eri m en t a n d t e st Th e ve ry e ss ence of m o de rn
.

s cience i s tryin g ou t th at wh ich s eem s l ike a gr ea t d i s

c o v ery
. Wh a t s eem s i s oft en fals e We a r e d eceive d .

in ou r ve ry be st impr e ssi on s We h ave n ot look e d a t th e

.

th in g clos ely en ough we ar e d eceive d a s to its r el at ive

,

import ance i ts proporti on s becaus e we are too nea r to

, ,

i t or too far from i t or th er e i s so me pr actical d e fec t

,

in i ts w o rkin g wh ich we overlook e d a t first Th e wi s e r .

a man i s th e m o re l ik ely h e i s to kn ow th at th ere a r e

,

many t ime s wh en h e can n ot av o i d e rror S cience i s .

wh a t w e k n ow an d th e o nly way to kn o w anyth in g i s

,

to t es t i t to try i t h ere an d t ry i t th ere Wh en i ts

, .

a pp ear ance r emain s th e s ame a ft e r we h av e look e d a t

i t fr om many di ff eren t s i d e s onl y th en do we be g in to
,

kn ow th a t i t i s as i t look s .

3 T h e o ry
. Wh en ou r hypoth e si s h a s b een t e st e d
.

unt il we fin d i t a very us e ful a ssum pt i on someth in g ,

th at h elps us ex pl ain m any othe r things but ab out wh ich ,

x i
xii P REF A T ORY
we kn ow th e r e i s th e possibil i ty th a t we may be makin g
a mi sta k e we s ay th a t we h ave a w ork ing theory
, .

4 L aw
. Wh en a th e o ry h a s been t e st e d on every
.

poss ibl e s i d e o n wh ic h th ere can be any doub t an d th e ,

man wi th a s cientific min d k n ows ab solutely th at th e r e

i s n ot a s in gl e ch ance l e ft th a t h e can be wr on g th e ,

p rinci pl e wh ich a t first wa s a gu e ss an hypoth e sis an d , ,

th en by ex p eriment an d t e st became a th e ory a t l a st , ,

o n th e fin i sh in g of every poss ibl e exp eriment bec ome s ,

a l aw Usu ally a good many d i ff eren t min ds must

.
,

u ni t e in th e ex p eriments wh ich fin ally c onfi rm wh at we

accept a s a s cient ific l aw .

Onl y th at i s a s cience wh ich i s kn o wn so tho r oughly

th a t car e ful th ink er s in many difleren t p arts of th e
w o rld a g ree o n its w o rk in g th e o rie s an d d em on strat e d
l aws N o one man even th e wi s e st man in th e w orld
.
, ,

c ould mak e a s cience A n y one man who t alks ab out

.

“ ”
s cient izin g a su bjec t sim ply do e s n ot real ize th e d i g
n ity an d tho r ough ne ss of kn owl e dg e wh ic h go to mak e up

ou r real s cience s su ch a s ch emi st ry phy s ic s ast r on omy

, , ,

an d ( o n th e s i d e of d eal in g wi th human na ture ) th e

s cience of psychology an d th e s cience of so ci ology ( th e
,

youn g e st of th e s cience s wh at mi ght be call e d a baby

,

s cience ) Ph ilosophy can n ot be a s cience becaus e i t

.
,

d eals wi th th in gs we kn ow we can n ot really kn ow .

Mu ch l e ss can rel i g i o n be a s cience becaus e i t d eals ,

v e ry l ar g ely wi th th in gs beyon d th e r an ge of human

kn owl e dg e .

M ore over s cien t ific name s s cientific t e r min ology are

, , ,

n o e ss ent ial p a rt of a s cience In o r d er to kn ow exactly

.

wh a t y ou a r e t alk in g ab out i t i s d e s irabl e to h ave fix t

,

an d accur at e name s F o r exampl e in b otany i t wa s

.
,

fou n d th at c omm on name s of pl ants were use d difler

ently by differen t p e opl e On e name would be us e d by
.

some p e opl e for s ix or s even difi erent kin ds of pl ants .

 A S CI EN T IF I C BAS IS xiii
A ls o difleren t l an g ua g e s su ch a s En gl i sh F rench o r, ,

Ge rman h a d en t irely d i ff eren t c o mm on name s F or an .

En gl i sh man really to kn ow wh a t k in d of fl ower o r pl an t

a German wa s t alkin g ab out i t wa s d e s irabl e to h ave
,

a name w h ic h w ould be th e s ame in Germany an d in

En gl an d S o L a t in name s were a g ree d o n an d th e

.
,

differen t kin ds of pl an ts examine d s cien t ifically were

g iven name s wh ic h were acce pt e d in all p ar ts of th e
w o rld Th e name s howeve r are o nly a c o nvenience
.
, , ,

an d unl e ss c onvenience ac tu ally requ ire s sp ecial name s ,

an d thos e name s can be acce pte d an d us e d by many

diif eren t autho ri tie s o n th at s cience a t ermin ology in
,

ven t e d by some o ne i s w o r s e th an a nu i s ance .

Un d er th e g enera l subjec t of Deal in g wi th Human

Na tu re we h ave tw o y oun g b ut d i st inc t s cience s p sy ,

c h ol o gy th e s cience of th e way th e min d ac ts o n th e

,

im p re ss i on s i t ge ts th r ough th e five s en s e s an d so ci ology

, ,

th e s cience of so cial rel at i on sh i ps o r th e o r g anizat i o n

,

of s o ciety S al e sman sh i p an d a dvert i s in g h ave j ust a s

.

mu ch ch ance of so me time bec o min g s cience s a s so ci ology .

Th e r ea so n th ey are n ot n ow s cience s i s th a t n o c on
sidera b l e n u mber of p er so n s who h ave stud ie d th em a s

subjec ts a gree o n th eir fun d ament al p rinci pl e s Th ey .

are a c oll ec t i o n of hypoth e s e s wi th a few w o rkin g

,

th e or ie s b ut n o l aw s Hu man natu re i s a very c o m

,
.

pl icat e d th in g so wholly d e p en d en t o n ch an gin g c on

,

dition s th a t i t i s excee d in gly d i ffi cul t to arrive a t any

th in g th a t will s eem equ ally tru e to all p e opl e a t all
t ime s S o ci ology h a s th e a dvan t a g e of th e rec o rds of
.

a ll h i story Th e p racti s e of s al e sman sh i p an d a dv er

.

t isin g i s so r ecen t th a t we do n ot really h ave m u ch d a t a .

Th ere i s howeve r an ar t of s al e sman sh i p an d an

, , ,

a rt of a dverti sin g A n art i s some th in g wh ich some

.

p erson l ea rn s so th at h e can do an e ff ec t ive th in g o ver

an d ove r ; b ut un t il th a t art h a s a s cien tific bas i s th e ,
xiv P REF A T ORY
p er son who can do th e th in g over an d ove r h im self can
n ot eas ily t eac h i t to oth er s Oth er s can l ea rn i t onl y
.

by wa t ch in g h im an d imi t at in g h im Th e ma st e r a rt i st
.

can n ot expl ain j ust how h e do e s i t j ust wh y h e su c ,

c eeds He i s gu i d e d m or e by in stinc t th an by r ea son

. .

A ll th in gs th a t are do ne in th e c ou r s e of hu man r el a
t i ons must be l ar g ely gu i d e d by in st inc t an d so alway s ,

a r e a rts ; b ut we are very fo rtunat e wh en an art h a s a

s cien t ific ba si s Deal in g wi th Hu man Natu re in B us i
.

ne ss i s a b ro a d e r subjec t th an eith er s al e sman sh i p or

a dve rt i s in g an d in p rac ti s e i t includ e s a numbe r o f
,

a rts Because i t i s br o a d i t can be r e du ce d to a simpl e

.

ba si s st a rt in g wi th so me p rinci pl e s b o rrowe d fr o m
,

psychology an d so ci ology an d so a foun d at i on can be

,

l ai d n ot only fo r a dvert i s in g an d s al e smansh i p but also ,

for c r e d i ts for employmen t an d fac to ry mana gement

,
-

an d va ri ous oth e r th in gs in busine ss o r p r ofe ssi onal l i fe

th at do n ot c ome u n d er th e h ea d of s al esmansh i p or
a d ve rt i sin g P e rh a ps th e m ost im portan t of th e s e i s
.

th e bu ild in g up of p r ofe ss i onal re puta ti on wi thout

“ ”
vi ol a t in g th e e th ic s wh ich d efinit ely fo rbi d th e us e
of a dvert i sin g .

On e m o re w o r d needs to be d efine d an d th a t i s th e ,

word p rac tic al Deal in g with Human Natur e i s a

.

p ract ical subjec t n ot one of pu re s cience We stan d in

,
.

a cert ain pos i t i o n wi th re fe r ence to l i fe Th e r e are .

ce rt ain c on d it i on s all ar oun d us Th e p r obl em s be fo re

.

us on wh ich our l i fe an d pl ea su re d e p en d are p ract ica l

p r obl em s an d we nee d to kn ow j ust thos e p arts of
,

s cience s wh ich will h elp us to solve th e s e p ract ical p r ob

l em s wi th wh ich we are c on fr on te d A p rac tical b ook .

i s o ne wri tt en by a man who really kn ows wh at th e

c on d i ti on s of l i fe are wh a t are th e p r obl ems th a t must
,

be sol ve d an d th en sel ec ts su ch p rinci pl e s a s will h elp

,

to solv e th em His hypoth e s e s m ust be th e inca rnati on

.
 A S CI EN T IFI C B AS I S xv
of c o mm on s ens e an d h e must h ave h a d a g rea t d eal o f
,

ex p erience of l i fe by wh ich to j udg e .

A s Deal in g wi th Hu man Na tur e inv ol ve s th e prac

.

ti cal a ppl icat i on Cf psychology th e s cience of th e way ,

th e min d works we should h ere su mmarize i ts l ea d in g

,

p rinci pl e s .

Fi rst we should r eal ize th a t a ll kn owl e dg e i s r el at ive

,
.

Th e r e i s n oth in g ab solut e An cien t astr o n omy a ssu me d

.

th a t all th e h eavenly b od ie s r ev olve d aroun d th e earth ,

an d ex pl aine d th in gs a s be st i t mi ght o n th a t hypo

th e s i s N ow we kn o w th a t th e earth an d pl ane ts r evolve
.

ab out th e sun an d o n th i s hypoth e si s we expl ain th in gs

,

m o re c o mpl e t ely Th e ancients a ssume d th ere we r e

.

four el ements earth wa t er fire an d ai r an d o n th at

, , , , ,

a ssumpt i on expl aine d th in gs in a p rac tical way for

th em We n ow a ssu me ei ghty one e l emen ts su c h a s
.
-

hyd r ogen oxy g en c opp er i ron e t c b ut alr ea dy we

, , , ,
.
,

s eem o n th e v er g e of fin d in g out th a t th e s e are all

vari ous form s of one el emen t We a ssume th a t b odie s .

are ma d e up of m ol ec ul e s wh ich in tu rn a r e ma d e up
,

of ato ms ( tho n o one h a s eve r s een ei th e r a m ol ecul e

or an a to m ) b ut ph ilosoph y t each e s th a t a ll we kn ow
of th e sub st ance s we call matt er a r e th e s en s at i on s we
g e t in th e b r ain th r ough v ari ous nerve ch annels su ch -

as c olor sh ap e h ar dne ss e t c I t i s al m ost cert ain th a t

, , ,
.

matt e r an d min d a r e n ot tw o en tirely difleren t th in gs ,

but form s o f th e s ame un derlyin g sub st ance .

We expl ain o ne th in g by c omp ar in g i t wi th an oth e r ,

or in terms of an oth e r an d th a t oth er by c omp arin g i t

,

with s ome th in g els e an d so o n t ill a t l a st we c ome

, ,

back to th e th in g wi th wh ich we star te d S o ou r kn owl .

edg e o f exi st ence s eems to be a sort of jell y ba g : we -

punch i t h ere an d i t b ulg e s out th ere ; or we push i t in

over th e r e an d i t bulg e s out so mewh ere els e We a r .

ran ge all we kn o w o n a system Th a t w o rks ve ry well .

xvi P REF A T ORY
t ill we c ome to kn ow a g reat many oth er th ings th a t ou r
sy st em can n ot expl ain an d th en we g e t an oth er syst em
, .

Kn owl e dg e i s ch an gin g all th e time an d i t must ch an ge ,

.

Wh a t we call t ruth to d ay will n ot be t ruth to m o rr ow

- -
.

Th a t i s th e way we gr o w int ell ec tu ally Wh en we c ome .

to th ink th a t so me th in g i s ab solut ely fix t we h ave stopt ,

g ro win g men t ally we h ave be gun to d ie Wh en th e

,
.

w o rld stops c h an g in g i ts kn owl e dg e an d i ts expl anat i o n s

of th in gs i t will h ave be gun to d ie .

Ye t for th e t ime bein g ou r w o rkin g th e o rie s are all

, ,

ri ght an d wh en we g e t new one s all th a t i s t ru e in th e

,

old will s imply be t aken o ver by th e new We may be .

righ t as fa r a s w e g o .

Psychology t each e s th a t all imp re ss i o n s in th e min d

c ome to i t th r ough some o ne o r m o re of th e five s en s e s ,

s i ght h earin g tou ch t a ste an d sme ll S en s at i o n st arts

, , , ,
.

a t th e en d of a nerve travels al on g th a t l i ttl e Wh i t e c ord

,

t ill i t r each e s th e brain wh e r e i t i s r e gi st ere d o r

,

wri tt en o n th e brain sub st ance We get k n owl edge in

-
.

n o o th er wa y .

Th e s e s en s a t i on s are b rought by th e ne rve s to th e

brain in a s tream of c o nsc io u sn ess Th i s str eam of .

c on s ci ousne ss sta rts a t birth an d c o n t inu e s unb rok en

t ill d ea th In sl ee p or fain tin g fits o r th e l ik e i t s eem s to
.
-

stop ; b ut wh en we waken i t go e s o n a g a in .

Th i s st ream of c on s ci ousne ss belon gs to m e th e e go , ,

th e in d ivi du al sp iri tu al bein g o r els e i t i s th e me tho i t

, ,

s eem s a s i f th ere were with in us a so me th in g th a t kn ow s

— a soul ab ove th e stream of c o n s ci ousne ss th a t we call
l i fe.

Th e min d wi th in us g ive s a tten tion v olunt ary or in ,

v olun t ary to th e s en s a ti o n s in th e stream of c o n s ci ous

,

ne ss an d cl a ss ifie s an d arr an ge s th em We p ick out th e

,
.

th in gs th a t k ee p c omin g a g ain an d a g ain alon g th e

str eam A ce rtain s en s at i o n wh ich c ome s many many
.
,
 A S CI EN T IFI C BAS IS xvii
t ime s we i d en ti fy a s wh it e an d an oth e r a s bl ack A ,
.

ce rt ain qu al i ty w e fin d co mm o n to th e face of a w oman ,

to a fl ower to a cloud to a bu ild in g an d we call i t

, , ,

beauty A ll th a t we kn ow an d th ink are arran g ements

.
,

so to sp eak in th e min d Objects in th i s stream of

,
.

c o n s ci ousne ss we call ideas Th e ac t of c on s ci ously s ep

.

a ra tin g an d arran g in g th em we call thin k in g .

Every s en s a t i o n an d every thought p r odu ce s a feel

in g an em o tion ; an d every em ot i o n l ea ds to some
,

a c tion . Th e powe r of min d th a t acts c o n s ci ously we

call wil l Wh e th e r will i s free o r i s th e inevit abl e re
.
,

sult of a ch ain of s en s at i on s an d em ot i on s wh ich we can

n ot c on tr ol i s a d i sput e d po in t b ut every human bein g ,

h a s a p r ofou n d c o nvict i o n th at h i s will i s free .

Th e nervous syst em i s ma d e up of two d ivi s i on s th e ,

ne rve s th a t c o nvey s en s a ti on s an d th e nerve s th a t p r o

,

du ce act i o n by c ont ract in g th e mus cl e s Th e s e tw o sy s .

t em s w o rk tog e th e r m o re o r l e ss automat ically Cu t o ff .

th e h ea d of a fr og an d h e will st ill kick h i s l e gs a s i f h e

,

were al ive becaus e of th e r eflex ac tion th r ough th e

,

nerve cen t er s in th e sp inal c olumn

-
.

I ns tin c t i s a so r t of auto ma t ic r eflex th r ough th e

brain th a t make s animals an d men do wi s e th in gs wi th
out th inki n g at all Th e newly b o rn calf h a s an in st inc t
.

to su ck th e c ow s udd er an d th e baby h a s an in st inc t to

’
,

su ck th e m oth er s brea st I t l asts b ut fo r a few d ays fo r

’
.
,

i f th e calf or th e baby are h an d fe d for a l i ttl e wh il e i t -

i s d iffi cult to t each th em to su ck Ch ick ens a ft er th ey .

are h at ch e d are s ai d to h ave an in st inc t to follo w any

m ovin g object a man o r an animal a s well a s th e m oth er
,

h en an d i f th ey are t aught to follow a man fr o m th at

,

t ime th ey fo rm th e h abi t of do in g so B ut i f th ey are .

hood e d fo r a few d ay s lon ger th e in st inc t of fli ght th e ,

very oppos it e d evelops an d wh en un hood e d th ey t ry

, ,

th eir be st to fly away Wh ere i n stinc t end s an d

.
xviii P REF A T ORY
c on s cious r ea son be g in s i t i s h ard to s ay A h en sits .

from in st inc t th e first time but th e s ec on d o r th ir d sh e

,

p r obably r emember s somewh a t th e fine ch ick en s th at

came from h er p a tient s i tt in g be fo re A l i ttl e rea son .

may b e min gl e d wi th h er in st inc t tho fo rmerly i t wa s ,

suppos e d th a t animals ac t e d onl y fro m in st inct wh il e ,

man act e d fro m r ea son We can h ardly bel ieve n ow

.

th a t th ere i s any su ch sh ar p l ine d rawn be tween th em .

Wh en th e stream s of ne rv ous Vibra ti o n h ave p ass e d

r e p ea te dly th ey s eem to mak e an ea sy p ath fo r th em
s elve s an d th e s e easy p a ths we call h a bit Habi t l ea ds
, .

us to do th in gs al m ost a s u nc o n s ci ously a s wh en th e frog

wi th i ts h ea d cut 0 1f k ick s i ts l e gs by r eflex act i on .

Th e s en sa t i on s r e gi st e re d in th e brain also mak e p aths

th a t p erh aps ac tu ally exi st in th e ma tt e r o f th e b r ain ,

an d a t some futur e time we may st art ove r th e s e p aths

a g ain an d so ex p erience a g ain th e s en s at i on s th at we
,

h a d lon g be for e Wh en we i d en t i fy th e s e wi th th e t ime

.

a t wh ic h we r eceive d th ein we call i t m em ory Wh en

,
.

we do n ot fix th em to a ce rtain t ime an d o cca si on in th e

p a st b ut r ec ombine th em a s i f th ey were fre sh s en sa
,

t i on s pour e d in to th e st ream of c o n s ci ousne ss we call ,

th e pro ce ss th e exerci s e of im agin a tion If we h ave .

never h a d th e s ens at i o n of soun d a s wh en a man i s b orn

,

d ea f we can neve r ima gine wh a t soun d mi ght be lik e

,
.

Ima ginat i on can bu ild onl y wi th th at wh ich h as c ome

in to th e min d .

Wi th ou r sto ck of c on s ci ous mem o rie s an d our sto ck ,

of unc on s ci ous r ec o r ds in th e min d out of wh ich ima gi

na ti on b uilds th e e go w o rk in g alon g th e never br ok en
, ,
-

st ream of c on s ci ousne ss i s abl e to us e i ts myria d sto re s

,

through ass ocia tion Th ere i s a s i t were a netw o rk of

.
, ,

s tr in gs o r a ne t w o rk of p aths ru nnin g f r o m o ne th in g
, ,

to an oth e r an d we fin d th at we wan t to be followin g

,

th e s e p aths or tr acin g th e s e st rin gs of a sso ciat i o n We .

 A S CI E N T IFI C BA SI S xix
ar e so in the h abi t of flyin g back an d forth ov e r th em
th at we do i t al most u nc o ns ci ously We h ave only to .

sta rt o n a ce rt ain p a th an d wi thout any fu rth e r sug

,

g est i on we go on to th e en d We h ea r a l an gu a g e
.

wh ich we do n ot un de rst an d ve ry we ll an d our mind ,

m ov es slowly an d grOpin gl y : th e r e a r e poor p aths of

a sso ciati o n B ut wh en we g e t th e impr e ssi on s through
.
,

th e ea r or th e eye of a l an gu a g e we kn ow we ll we nee d ,

only a cu e h ere an d a on e th ere a fain t soun d or a ,

l e tt e r or tw o an d we ca t ch th e meanin g becau se we ar e
,

followin g alon g thos e p aths of a sso ciat i on fill in g in all ,

th e bl an k sp ace s by th e ima ginat i on .

Thus we s ee for our pr act ical pu rpos e s th a t wh a t i s

al rea dy in a p e rso n s min d l ar g ely d et e rmine s wh a t
’

we g e t out o f i t an d th e ea s e wi th wh ich we can put

new th in gs i n wh ic h will be impo rt an t becaus e th ey
call up mem orie s or sta rt a ch ain o f ima g inati on s and ,

so p rodu ce em ot i on s wh ic h l ea d to act i o n s I t i s ex .

t rem el y dou b tful wh e th e r we can mak e ours elv e s ac t ,

mu ch l e ss mak e anyb ody els e ac t exce pt a s we st a rt the

,

tr ain s of thought an d feel in g wh ich l ea d natu rally to

ac ti on Mak in g a man act may be s ayin g some th in g or
.

do in g some th in g th a t make s h im feel ener ge t ic so th a t ,

to l e t o fl? h i s feel in g of ene rgy h e do e s wh a t y ou wi sh ;

o r i t may be g ivin g h im c ou ra g e th e th in g h e l ack s in
,

o rd e r to ac t In g ene r al howeve r y ou g e t h im to ac t
.
, ,

by summ onin g up ev en a g ain st h i s will an a rmy of

, ,

those impr es s i on s r ec o r d e d wi th in h i s brain wh ich l ea d

hi m on so i rr e sist ibly th a t h e can n ot h elp ac t in g .

Al so we shoul d bea r i n min d th a t we r emembe r an d

, ,

oth e rs r emembe r ch iefly thos e th in gs th a t are c onnect e d

,

wi th th e syst em s or s erie s of c o nnec t in g l ink s wh ich we

h ave been b u ild in g up fr o m in fancy I am int e r e st e d in .

bas eball an d everyth in g c o nnect e d wi th ba s eball I re

,

membe r ea si ly ; you are in te r e st ed in d ance s an d p a r

xx P REF A T ORY
t ie s but n ot in bas eba ll so y ou can remembe r n oth in g
, ,

c o nnec t e d wi th ba s eball but everyth in g c o nnect e d with

,

d ance s an d p art ie s I f y ou l earn how to att ach to ba s e

.

ball th e imp re ss i o n y ou wi sh to mak e y ou h ave a key ,

“
for g e tt in g all of th e ba s eball f an s an d i f y ou kn ow
how to c o nnec t y ou r a pp eal wi th b usine ss y ou h ave a ,

k ey to all who are e sp ecially int ere ste d in bus ine ss S o .

for y ou th e w orld i s n ot mi ll i ons of in d ivi du als b ut a ,

few hun d re d cl ass e s .

Th en to fin d out how i t feel s to be a ba seball fan

y ou bec ome one y ou r s elf Al l th a t y ou are you un d e r .
,

s t an d in oth e r p e opl e You study y ou rs elf d ay an d

.

ni ght n ot a s an in divi du al b ut a s one of a cl a ss an d in

, ,

th a t way y ou c o me to kn ow how all th e min ds in th a t

cl a ss w o rk Of c ou rs e th e r e is an infinit e c ompl icat i o n
.
,

of cl a ss e s o ne overl app in g th e oth e r B ut with th e s e

,
.

clu e s th e maze do e s n ot s eem qu i t e so b ewi ld erin g

,
.

B e fore we l eave th i s subject however l et us go b ack , ,

t o th e b e g innin g an d im p re ss upo n ou r min ds th a t th e

mult i tud e o f impr e ssi on s in th e min d c o me through five
ch annels th e five s ens e s an d each o ne of th e s e i s a
, ,

g at eway th r ough wh ich we should en t er through wh ic h ,

we m us t en t e r i f we wan t to g e t in to many d ifferen t

,

min ds We a r e l ikely i f we are p er sonal s al e smen to

.
, ,

mak e m ost of our a pp eal th r ough th e ear ; o r i f we are ,

a dve rti s in g men th r ough th e eye We should form th e

,
.

h abi t of ent erin g fr eely by all five g at eways .

Th en we should n ot los e s i ght of th e fac t th a t n oth in g

eve r c ome s out of th e min d th a t h a s n ot gone in through
one of th e s e g at eways an d i t behoove s us to in form
,

ou r selve s wh a t r eally h as gone in be fo re we t ry to g e t

out of oth er p e opl e feel in gs and ac t i on s wh ich d e p en d
o n th in gs th a t p erh aps h ave never gone in at all .

Th e s e are b ut sugg e st i on s of th e pr ac t ical us e fulnes s

of psychology .
 NA T IO NA L C H A R A CT ER I S T I C S

WE are n ot studyin g human nature of all time s pl ace s , ,

an d c on d i t i on s but th e p art icul ar human natu re of

,

to d ay wi th wh ich we must d eal in ou r busine ss an d

-

p r ofe ss i onal l i fe . Th ere are cert ain br o a d nat i o nal

ch aract eri stic s wh ich first o f all we may n ot e for our
c onvenience .

A me r ican s a s a cl a ss are v e ry fr ee l i ttl e influ ence d ,

by cl a ss d i st inct i on s qu ick to r e spon d to new impr e s

,

s i on s act in g a s th ey feel Th i s i s p art icul a rly tru e o f

,
.

th e p e opl e of th e Mi ddl e We st who fr o m th e busine ss

,

point of View c on sti tut e ab out one h alf o f th e nat i on -

.

Fr om th em i t i s ea sy to g et a h ear in g for a new i dea for ,

men act promptly wh en c onvince d an d th ere i s a sp i ri t

,

o f good fellowsh i p in all so cial an d b usine ss r el at i on s

-
.

B ut i f business i s easy to get for a new thin g i t i s ea sy ,

to los e also . Th e r e is l i ttl e d ee p th ink ing P e opl e .

wan t qui c k r eturn s .

Th e Ea st i s m or e c on s e rv at ive m or e p ermanent , ,

slowe r to r e spon d m or e r eflec tive wi th a cer tain s elf

, ,

c on sci ous an d lo cal p ri d e in th i s sl i ghtly g reat e r de pth

of min d Th e r e i s th e be ginn in g of a cl a ss di stinct i on
.

be tween thos e who h ave m oney an d thos e who h ave n ot .

Thos e who h ave m oney t en d to be arbi t ra ry an d thos e

, ,

who h ave n one t en d to be su b servI en t Th e s e ar e a s ye t .

but sl i ght t en d encie s .

Th e P acific Co a st h a s a ch ar act eri stic d arin g min gl e d

wi th a l ikin g for th e g ay an d biza rr e S trik i n g an d .

d ash in g app eals h ave a li ttl e th e bette r ch ance th e r e .

3
 H UMA N -
N A TU RE I N BU S IN ES S
{T he }Engli sh {h ave d eeply marke d cl a ss di st inc ti on s ,

wi th ch a r ac t eri stic cl a ss mann e rs A r i sto cra ts can be .

a pp eal e d to onl y in th e manner s of ari sto cra ts ; an d th e

mi ddl e cl ass h a s i ts manner s wh i l e th e w o rkin g cl ass es ,

h ave th eir s Th e s e h abi ts of do in g th in gs in cert ain

.

sp ecial way s a r e d ee ply in gr aine d an d h ence i t i s ,

difi cu l t fo r A me r ican s who h ave n ot lo n g stiI died th e s e

manne rs to do b us ine ss in En gl an d A merican manner s .

a r e often offen s ive e sp ecially to th e ari sto cratic cl a ss e s

, ,

an d me r i t i s lost s i ght of becaus e of d i sl ik e for th e man

ne r of p re s ent in g i t I n r eal i ty En gl an d i s a s mu ch a
.
,

for ei gn c oun t ry r equ irin g S p ecial study for b us ines s

,

su cce ss a s France or Germany

, .

Th e En gl ish are influ ence d by p at ri otic r ea son s in

th ei r: b us ine ss Th ey will p ay m o re fo r En gl i sh bee f
.

th an for fo rei gn will t ab oo a l amp ch imney mark e d

,
-

“ ”
ma d e in Germany even tho i t i s be tter a s well a s
ch eap e r Also th eir i d ea of b us ine ss i s l ar g ely th e
.
,

old one o f war fare Every man must p r ot ec t h ims elf

.

or t ak e th e c o n s equ ence s Wh ere an A merican w oul d .

trust to th e oth er to do th e ri ght th in g a ft erwar d even ,

i f i t is n ot in th e c o n trac t th e En gl i sh man ta ke s few ,

ch ance s an d a sk s few fav ors d e p en din g on h i s posi ti o n ,

of a dvan ta g e to c omp el Y an k ee sh arp e rs h ave in t ime s

.

p as t got th e a dvant a g e of h im an d n ow h e is o n th e ,

al e rt to ge t th e a dvan t a g e of some oth e r Yank ee always ,

susp ec t in g th a t th e Y ank ee i s pl annin g to bea t h im i f

th e r e i s anyth in g irre gu l ar ab out th e d eal p r opos e d .

Th e En gl i sh man s eldo m l e ts a s ens e of hum o r influ ence

h i s b us ine ss j udgmen t a s do e s th e Iri sh man who t ake s
, ,

th in gs wi th a l i ght eas ine ss t h a t i s s imil ar to th e me thod

of A me rica wh er e th e Iri sh h ave always been p art ien
,

l arl y su cce ssful .

Th e F r ench h ave usu ally good manners o cca s i onally ,

too good to be tru e but c old cal cul a tin g thr i fty min ds
, , ,
 NA T I ONA L C HA RA CT ERI STIC S 5

wat ch in g for th e be st of th e ba rg ain wh en th e t ime

c ome s . Th e p eo pl e a re r a th e r a fr ai d of th e offi cial
powers th at be an d a r e n ot at a ll en ter p ri s in g l ik e th e
,

A merican s .Th ey g e t rich by s avin g Th eir a rt i st ic .

s ens e i s usu ally we ll d evelop e d I f A me ricans we r e a s .

th ri fty a s savin g a s th e French th ey w ould soo n h ave

, , ,

a good p ar t of th e wealth of th e w orld Th e s e ch a r ac .

t eristics are well i llust ra t e d by th ei r bank in g Th ey .

h ave th ree or four l ar g e banks wi th branch e s eve ry ,

wh ere an d th ey c onfine th em s el ve s to l en d in g m oney

,

s a fely a t lo w in t e r e st Th ey h ave bec o me th e bank e rs

.

of th e w o rld alo n g wi th Grea t B rit ain Th eir m o ney

,
.

i s n ot so mu ch lo ck e d up in th ei r own bus ines s ent e r

p ris e s a s s a fely lo ane d ove r th e w o rld an d i t i s ve ry h ard ,

to g e t th em to go into b usine ss en t erp ri se s .

Th e German s h ave ba d mann er s an d an a gg re ss ive

b us ine ss ent er p ri s e foun d in n o oth er Europ ean p e opl e .

Th ey ar e p at ient fa r s i ght e d s cientific an d excee d in gly

,
-

, ,

h ar d work e rs En gl an d bein g thorough also h a s manu

.
, ,

fa ctu r ed we ll ma d e a rt icl e s b ut Ge rm any h a s been

-

sh rew d en ough to manufactu re ch ea p ar t icl e s an d wi th ,

h e r ch ea p goods ma d e in s cien tifically mana g e d e st ab

,

lishm en ts sh e h a s got in to m ost o f th e mark e ts of th e

,

w o rld German s kn ow so mu ch i t i s h ar d to mee t th em

.
,

o n th eir o wn gr oun d an d mat ch th em .

Th e S p ani sh are even m o re l ackin g in b usine ss en

t erp r ise th an th e French b ut th ey are natu rally sus ,

p ic i o u s
,
an d f ee l i t i s be tt e r a s a r e gul a r th in g to t a k e
n o ch ance s o n do in g bus ine ss wi th a st ran g e r whos e
ways an d manner s th ey do n ot un der st an d Ye t th ey .

are s ai d to be very loyal wh en once th ey h ave g iven

th ei r c onfi d ence Th ey l ik e th e manner s of th e gr an d ee
.
,

an d objec t to bein g hustl e d .

Th e I tal ians l ack th e fo rmal h abits of th e S p ani sh ,

an d also th e exce ss ive pol it ene ss of th e French but th ey ,

6 HUMA N NA T URE I N BU S INES S
h ave a m o re k in dly na tu re th an ei th er without mu ch ,

susp ici on In th ei r g eneral h abi ts th ey are m ore lik e

.

th e A me r ican s th an any oth er Eu r op ean p e opl e but ,

ch a r ac t e ri stically p a ss i onat e wh en sudd enly r ous e d an d ,

m o re ch ildl ik e in th ei r natu re S h arp er s p r obably .

w ould h ave explo it e d th em were i t n ot fo r th e fac t th at

,

a s a na ti on th ey a r e poor in m oney an d so n ot c o n
sider e d w o r th go in g a ft e r B ut by th ei r k in dly man
.

ne rs th ey a tt rac t A merican s an d wh en th ey h ave a fair ,

ch ance th ey p r osp e r .

Th e J ap ane s e are a shr ew d th ri fty h ar dw o rk in g , ,

p e opl e I t i s p erh aps imposs ibl e fo r an A merican to

.

un d er st an d th e w o rk in gs of th ei r o rient al min d ; but

s ince th ey m od el th ei r bus ine ss o n A merican acc ompl i sh
ments an d all th e l ea din g b us ine ss men in J ap an rea d
, ,

wri t e an d sp eak En gl i sh th e A merican w oul d be st tr ea t

, ,

th e J ap ane s e a s h e w ould h i s own p e opl e .

S o we c o me back to our own p e opl e Th ey spo i l .

m o re b us ine ss th r ough l ack of good manner s th an in any

oth er way Unl ik e th e German s th ey are n ot p at ien t
.
,

en ough to kn ow all ab out th ei r mark e ts be fore th ey try

to s ell ; an d u nl ik e th e French th ey are n ot care ful to
, ,

s ave an d t ak e a dvan ta g e of all th at c ome s th eir way .

Unl ik e th e En gl i sh th ey are n ot always p er si st en t wi th

,

a b ulldog t enaci ty Th ei r str on g e st ch aract eri st ic i s

.

th eir ent e rp ri s e .

We h av e ske t ch e d th e s e br o a d nati onal ch arac teri stic s

to Show how p e opl e in general may be cl a ssifie d .

A ss i gn m en t I
S k et c h th e ch arac t eri stic s of th e th ree cl ass e s : 1 . C i ty
p e opl e . 2 Vi ll a g e p e opl e
. 3 Farmer s. . .
 S ERV I C E T H E A ME R I CA N P RI N C I P L E O F
B U S IN ES S

TH E me dieval p rinci pl e of bus ine ss is c o nt aine d in th e

L at in m otto c avea t emp tor l e t th e b uyer beware S u ch
, ,
.

”
a n ovel a s H G Wells s To n o B un gay shows th e
. .
’

Eu r op ean V iew th a t b usine ss i s b u ilt o n fraud a dv er ,

t isin g i s l ie s an d s al e sman sh i p a sh rew d h yp n ot izin g of

,

th e vic t im Dign ifie d an d hone st p e opl e do n ot mak e

.

any e ffort to g e t bus ine ss b ut merely s i t st ill an d wait

,
“ ”
for b us in ess to c o me to th em Th e e th ic s of l aw an d .

me d icine wh ic h o ri g inat e d in Eu r op e an d h ave been

, ,

e st abl i sh e d in th e Uni t e d S t at e s ab solutel y proh ibi t th e ,

do c to r an d th e l awyer fr om mak in g any d irec t e ffort to

g e t b us ine ss Th ey h ave d evelop e d e ff ect ive in d i r ec t
.
,

methods however Th e few do ctors th a t h ave th r own

,
.

e th ic s to th e w in ds an d a dve rt is e d h ave been l argely

d i scre d it e d .

Th e A merican p rinci pl e o f s erv i ce t ak e s exactly th e

opposi t e View namely th a t a ll p e opl e a r e e ss en t ially
, ,

honest th a t i f y ou s erve th em th ey will p ay y ou an d

, ,

a dver ti s in g an d s al e sman sh i p are a system of e du cati on

to famil iarize p e opl e with th e a d van ta g e s of th e sp ecial
s ervice th a t i s off ere d Th i s e du ca t i o n i s a s nece ss ary
.

an d a s valu abl e a s th e e du cat i on o f th e publ ic s chool s ,

in wh ich we bel ieve so st r on gly I t i s one of th e s er .

vice s th at i s p er fo rme d wh ich i s really w orth wh il e an d , ,

tho entirely free i s ult imat ely p ai d fo r by th e p e opl e

,

who benefi t fr o m i t .

Th e p rinci pl e of s ervice i s ba s e d o n th e psych olog ical

8 HUMA N NA T URE I N BU S INES S
p rinci pl e th a t l ik e be ge ts li ke th a t p e opl e feel a s oth e rs
,

feel ar oun d th em A pp r o ach a man wi th a smil e a

.
,

kin d w o r d a h elpful tou ch an d h e smil e s back sp eaks

, , ,

kin dly an d soo n bec ome s y ou r frien d T rea t h im a s a

, .

frien d should never caus in g h im to susp ec t or d i sl ik e

,

y ou an d h e will c o n tinu e to be a loyal frien d to you

, .

A Bri to n mi ght be stol i d a S p aniar d susp ici ous but

, ,

an A merican t ake s y ou r ea di ly fo r wh a t you s eem to

be an d i s usu ally rea dy to mak e a tra d e wi th y ou if
,

y ou h ave anyth in g h e wants or h e h as anyth in g you ,

wan t I f n ei th e r h a s wh a t th e oth er wan ts th e two p ass

.
,

o n wi th a smil e an d wai t t ill an oth e r t ime wh en b oth

sh all b e m o re fo r tu nat e .

Th e pr inci pl e of u n s elfis h s erv ice wa s pr each e d very

e ff ec tively by J e sus Ch ri st Th e pr inci pl e of un s el fish
.

s e rvice h a s been th e a dve rt i s in g an d s al e smansh i p wh ich

h ave carrie d th e Ch ri stian r el i g i o n far an d wi d e ; an d
th ey s eem to h ave been j u st a s eff ec tive in Ch ina or
In d ia a s in A merica .

A s illust ra t i on s o f th e a ppl ica t i o n of th is pr inci pl e in

bus ines s we may ci t e th e foll owin g
,

Marsh all Field st ar te d in Ch ica go th e custo m o f allow

ing custo mer s to re tu rn al m ost any goods at any t ime
an d g e t th ei r m oney back A t first th ey were told th ey
.

c ould r etu rn th em i f th ey ha d any good r eason to do so .

“
Fina lly th ey were a llowe d to r e tu rn th em to exch an g e
d e sk s ”
,
wh ere cl er ks took th em back wi thout a skin g a
qu e sti on o r even ca stin g an inqu irin g l oo k A few
,
.

p recaut i on s are taken to mak e su re th e goods are in good

c on di ti o n an d to av oi d ab us e s ; b ut th e s e are very few
,
.

I n any cl aim fo r d ama g e s th e w or d of th e c ustomer

,

i s usu ally t ak en a s t ru e wi thout inve st i g at i on or veri

,

—
fic ation j ust a s y ou w ould t a k e th e w o r d of y ou r m oth e r
—
o r br oth e r an d s ettl ement ma d e wi thout d el ay even
wh en th e c ustome r mi ght s eem to be unreasonabl e .
 S ERVI CE TH E A M ERI CA N PRIN CI PL E 9

A few year s a go th e g rea t mail o r d er hous e s ch ar g e d

-

1 5 cent s fo r th ei r ca talog ( wh ic h c os t th em 50 cents

or m or e to p rin t ) to p reven t p e opl e fr o m a sk in g for
,

i t for th e sa k e of mere c u ri osi ty Th i s th ey do n o m ore

.
,

a ssur e d th a t th e man who g ets i t wi ll sooner or l ater , ,

p ay for i t wi th very few exce pti on s

, .

F ormerly a bi g hous e r e fus e d to b oth er wi th small

cus to mers Th ey took so mu ch time an d a tt en ti o n th at
.

th ere wa s a loss o n th e s al e s ma d e to th em N ow th e .

princi pl e i s well e stabl i sh e d th a t small buyers should

h ave exac tly th e s ame c ou rt e sy a s th e bi g fo r th e small ,

wi ll some tme bec o me th e bi g an d many small tog e th er

,

m ay be w orth m o re th an all th e bi g Al l th e many l i ttl e

.

loss e s wi ll in du e t ime be p ai d fo r in full un d er th e l aw ,

o f c omp en sa t i on a s Emerso n st at e s i t in h i s Ess ay on

,

Co mp en s a t i o n.

Th e m ost su cce ss ful newsp ap er s h ave a dopt e d a pol icy

o f a dvert i sin g th ems elve s through p er formin g cert ain
publ ic s e rvice s fr o m wh ic h th ey c ould n ot poss ibly
benefit d irec tly On e p ap e r mak e s a c rusa d e o n fake
.

p at ent me dicine men an oth er mak e s a crus a d e to r ai s e

-

m oney fo r th e poor wh en in th e wint er th ey are suff er

in g or fo r floo d su fi erers or sufferers fr o m famine in
,
-

Ch ina or to g e t good s chool l aw s o r good bank in g l aw s

,

p ass e d for th e benefi t of th e p e opl e in g eneral To be .

su cce ssful th e s e Un d ert ak in gs h ave h a d to be free fr om

any susp ici on of busine ss benefi t except th e appl icati on
,

of th e g eneral pr inci pl e th a t h e who freely g ive s will

freely receive .

B ut of c ours e we kn ow th a t th ere are rogu e s wai t in g

to steal ou r pu rs e wh eneve r th ey can g e t a ch ance Th e .

p ri son s are full th e c ou r ts are o ccup ie d wi th th em

,
.

Will n ot a busine ss man su ffe r somet ime s fr om d ea d

bea ts ?
Y es o f c ours e h e wi ll su fi er some times th r ou gh thos e
, ,
10 HUMA N NA T URE I N BU S IN ESS
who t ak e a dvan ta g e of h im b ut th e n u mbe r o f su ch
,

ca se s i s so small a p ercen t a g e th at i t do e s n ot c oun t a s

c omp are d wi th th e g rea t good th a t c o me s fr o m op en
d eal in g wi th th e va st maj ority Even thos e who do t ake
.

a dvan t a g e usu ally ar e n ot puni sh e d th ei r inj ustice i s

,

s carcely n otice d an d even th ey will soo n look for a

,

ch ance to p ay wh a t th ey owe in some form or oth e r .

A pu bl i sh er o nce care fully took th e name s of h i s c om

p e t it o r s f r o m h i s mai l in g l i st
-
so th ey w,
ould n ot g e t
early n ot ice of all th e new b oo ks h e br ought out and
th e a dvant a g e s h e cl aime d fo r th em but p re s ently h e
fou n d th a t h i s c omp e t i to r s were rec o mmen d in g h i s
goods wh en th ey d i dn t h ave some th in g of th ei r own in
’

d irec t c om p e ti ti on an d th a t p r obably th e a dver ti se

,

men ts an d s am pl e c op ie s h e s en t to th e s e c omp e ti to r s of
h i s were s ell in g a c o mp ara t ively l ar g e r p r opo rt i on of
goods th an any oth er a dvert i s in g h e d i d S o h e put .

bac k on h i s l i st th e name s of all h i s c om p e tito r s an d ,

h elp e d th em freely to fin d out early an d fully all h e

wa s do in g Th ey were th erea ft e r l e ss qu ick to brin g
.

out a b ook th a t cut i n to h i s th ere were n o feel in gs of

,

anim osi ty an d th ey p re ferre d to s ay a good w o r d for

,

h im r ath er th an a ba d w ord .

Th e A merican i d ea of s ervice i s th a t we do n ot h ave

to b e too care ful ab out g ett in g every i t em into th e l e dg er ,

fo r th ere i s a sor t of u niver s al l e dg e r wh ich i s alway s

bal ance d truly an d wh a t i s g iven i s p ai d fo r
,
.

A ss i gnm en t II
F in d h alf a do zen i llust ra t i on s of free busine ss s er
vice oth e r th an thos e ment i o ne d in th e t ex t an d d e ,

s c r ibe th em .
T H E B U S I N ES S WO R L D T A K ES Y O U R O WN
VA L UA T I O N OF Y O U RS EL F

EXCE S S in any d irecti on i s an evil Th e man th at i s .

“ ”
too good i s goody goody -
th e man th a t i s too g ener
,

ous i s a wa strel an d o bvi ously n ot to be t r ust e d wi th

th e goods of oth er p e opl e Th e real kin dne ss to oth ers
.
,

—
th e be st s ervice i s j ust t rea tin g oth er s a s y ou w ould
,

—
th at oth er s should t reat y ou n ot be tt e r n or wo r s e I t .

i sn t good for y ou th a t so meb ody should p aup erize y ou

’
,

n o r i s i t good fo r oth er s th a t y ou should be too loos e

o r free wi th your s ervice s Th e g ener osi ty an d public
.

s ervice of b us ine ss h a s a stron g backb one an d a su re ,

kn owl edg e th at th e p ayment will c ome I t kn ows th a t .

weakn e ss towa rd oth er s i s wa st e an d i t av o i ds wa st in g

,

anyth in g I t s erve s i ts elf j ust a s ea g erly a s i t s erv e s

.

oth er s I t ch eri sh e s i ts o wn st ren gth an d cap i t al th a t

.

i t may be abl e to s erve oth er s m o re wi d ely an d m or e

l arg ely Wh il e g ivin g du e atten ti o n to p e tty th in gs
.
,

i t doe s n ot wa st e i tself o n th em becaus e wa st e anywh e r e

,

in th e univer se i s a crime .

Th e natu ral r e sult of th i s firm but h i gh min d e d a tti -

—
tud e th e att i tud e th a t bel ieve s all men ho ne st t ill th ey
—
are p r ove d d i sho ne st h a s br ought i t ab out th at men in
b usine ss an d p r ofe ssi onal l i fe are l ar g ely t ak en a t th ei r
own valu a t i on Th ey kn ow th em s el ve s be tt e r th an any
.

one els e I f th ey are hone st an d t ell th e truth th e be st

.
,

pl ace to go fo r in fo rmat i on i s to th em .

Th e r e a r e me r can t il e a g encie s th a t mak e inve st i g a

11
12 HUMA N NA TURE I N BU S I N ES S
t i on s o f th e cre d i t of bus ine ss hous e s but i f y ou are
a skin g cre di t fr o m a bi g bus ine ss hous e o r fr o m a ,

bank th e cre di t mana g er or th e p re s i den t of th e ban k

,

wi ll p re fer to h ave yo u t ell h im wh a t y ou h ave an d

wh a t y ou are w o rth rath er th an t ak e any of th e se
,

a g ency r e ports S ome p e opl e do l ie b ut th ey are su ch

.
,

a c omp arat ively sm all frac ti on of 1 p er cent th a t .

o n th e whol e i t i s mu ch s a fer to tak e th e st at emen ts o f

th e man who r eally do e s kn ow an d m o re th an nine ty
,

nine t ime s out of a hun d re d will t ell y ou ho ne stly th an ,

to trust to outs i d e a dvice .

I wan t to buy th e ch eap e st gro cerie s in Ch ica go an d ,

I go to th e h ea d of a bi g g r o cery hous e an d t ell h im

wh a t I am look in g for I as k h im i f h e can g ive me
.

“ ”
wh a t I wan t I f h e s ays Ye s ! I bel ieve h im He
. .

“
i s v e ry l ik ely to say N o ! You can d e p en d o n th e
qu al i ty of wh a t y ou g e t fr om us but i f you want ch ea p
,
”
goods y ou m ust go to so an d so -
P erh aps h e will
-
.

po in t out j ust how h i gh e r p rice d goods wi ll p r ove to

-

b e th e ch eap e st in th e lon g run an d so y ou d eci d e to

,

p ay h i s h i gh e r p r i ce an d b uy fro m h im B ut i f h e h a d .

n ot been truth f ul in th e be ginnin g you woul d n ot h ave ,

c o nfi dence in h i s a rgu ment .

S ince th e b usine ss w o rld t ak e s a man a t h i s o wn

valu ati on i t i s m o re impo rt an t th a t h e should kn ow
,

th a t valu e th an any one els e If o n tr ial h e is p r ove d

.

to h av e been a ba d j udg e of h i s o wn valu e i t i s even ,

m o re a g ain st h im th an i f h e i s d i shone st in t ell in g wh a t

h e kn ows S ome men do l ie an d do mak e m o ney by
.
,

lyin g ; but in th e lon g run th ey are foun d out an d , ,

soo ne r or l at er wi th s carcely an exce pt i o n th ey are

, ,

bi tt erly so r ry for th eir un truthful ne ss B ut th e .

maj o rity of men s im ply do n ot kn ow S ince th ey sus .

p ee t th ey do n ot kn ow th ey do n ot st a t e th eir cl aims
,

to a tt ent i on in any definit e or c o nfi d en t tone Th ere .

 Y OUR OWN VA L UA T I ON OF Y OURS EL F 13

fo re n o one ta k es any n ot ice o f th em In Europ e i f a .

,

man st at e s h i s own cl aims fr ankly an d for cibly th e ,

g ene r a l susp ici o n th a t p revails th a t all b usine ss i s fr aud

make s h im m o re susp ec te d th an i f h e ke pt qu ie t Wh en .

th e A sso ciat e d A dve rti si n g Club s a dopt e d a s th ei r m otto ,

“ ”
T ruth ,
an d inau g ura te d a cam p ai gn for truth in
a dverti s in g th ey r ec ognize d cl early th a t th e e st abl ish
,

men t of g eneral c o nfi d ence th r ough th e el imina ti o n of

fraud w oul d be th e gr eat e st a ss e t g ene r al a dve rt i s in g
c ould h ave .

Th e kin d o f st a t emen t ab out o ne s el f th a t is wan t e d i s

o f fac ts an d n ot of op ini on A man i s ex p ec te d to b e
.

p rej ud ice d in h i s own favor so th a t h i s mere op ini o n

,

i s n ot g iven mu c h wei ght B ut wh en h e s ay s h e h as

.

nine hun d re d an d ei ghty s even doll ar s o n d epos i t in

-

su c h an d su ch a ban k or h a s a good d eb t th a t i s owe d

,

h im wh ic h wi ll bec ome du e a t su ch an d su ch a t ime h i s ,

w o r d i s t aken wi thout a qu e sti o n Th e f ac ts ab out

.

me r ch an d i s e care fully st at e d will usu ally b e bel ieve d

, ,
.

S o in th e so cial c o mm uni ty th e man who s ay s h e h a s

,

been to c oll e g e h a s t aken a me dical d e gr ee h as t ravel e d

, ,

in Europ e an d h a s ma d e a sp ecial study o f n os e an d

,

th r o a t d i s ea s e i s t ak en ab solut ely o n h i s own sta te

,

men t Th e be st sta t ement ab out one self th e l ea st e gotis

.
,

t ic in soun d i s a pl ain sta t emen t of pl ain fac ts wi thout

, ,

any a dmixtu re of y our own p er sonal op ini o n Th e .

w o rld wants to kn ow wh at you KN OW ab out y ours elf ,

n ot wh a t you th ink ; b ut i t i s a t th e outs e t wi l lin g to

t ak e y our w o r d for wh a t y ou belie v e y ou kn ow an d can
sta t e in d e tail .

Th i s will in gness o f th e A meri c an to t ak e an oth e r a t

h i s wo r d i s exempl ifie d in vari ous ways We h i r e a .

se rvan t girl o n wh a t sh e s ays s eldo m ca rin g to g e t

-

re ference s or to look h er up an d usu ally susp ectin g,

th a t written r ec ommen d at i on s wer e given for th e pu r

14 HUMA N NA T URE IN BU S IN ES S
pos e of g e ttin g r i d of th e s ervan t without tr oubl e Th e .

“ ”
En gl i sh neve r h i r e a s ervan t wi thout a ch ar ac te r
fro m h e r l a st mi st re ss ; an d i f sh e h a s h a d a qu ar rel an d
can n ot g e t a ch ar ac ter sh e i s often in a ba d way ev en
, ,

wh en sh e i s really all r i ght .

A forme r a dve rt i sin g mana g e r of Marsh all Field

C o a s a b oy l ive d in Omah a He bel ieve d th a t h e c ould
. .

’
s e r ve Fie ld s firm acce pt ab ly an d wr ot e a lon g an d

earne st l e tt e r st a t in g wh a t h e thought h e c ould do .

Th i s cl ea r sta t emen t o f h i s own ca s e caus e d th e hous e

to mak e a pl ace for h im tho n o ne exi st e d an d en
, ,

c ou r aged him to p ay h i s ex p en s e s f r om Omah a to

Ch ica go to t ak e th e pl ace th a t wa s t en t a t ivel y off e r e d
a ft e r tw o o r th ree l e tt ers h a d p asse d .

A y ou n g man in Wa sh in gto n wa s a sten ogr a ph e r ,

b ut h e h a d stud ie d a dvert i s in g an d wan t e d a pos it i o n

in th a t l ine of b us ine ss He sta te d h i s ca s e so fo rcibly
.

th at h e wa s o ffere d a pos it i on wi th one of th e bi gge st

a dvert i sin g a g encie s in th e c oun try an d also s everal ,

oth e r posi t i on s tho a t a sal ary l e ss th an h e thought h e

,

c ould aff o r d to go fo r A fter a wh il e h e got th e s al ary

.

h e thought h e wa s w o r th an d h e p r ove d to be w o rth it

,
.

Th e cl ea r for cibl e sta t emen t of h i s own valu ati on even

, ,

a s to th e am oun t of h i s s al ary w on for h im ,

.

A s s ign m en t III
B usiness men valu e qu ali tie s of min d m o re th an th ey
do kn owl e dg e in y oun g be ginner s Even a h i gh s chool .
-

b oy utt erly wi thout exp erience may kn ow someth in g

, ,

ab out h i s power s of min d so th a t h e can sta te th em

cl ea rly an d fo rcibly He may kn ow th at h e i s p ar
.

t icu l arl y fai thful an d rel iab l e th a t h e h a s a g i ft fo r

,

fi gu re s o r fo r l an gu a g e o r th at h e h a s unusu al e n du r
,

ance or tha t he can g e t on so well with p e opl e th a t h e

,
 Y OUR OWN VA L UA T I ON OF Y OURS EL F 15

mak e th em obey h im Hi s gr ea t faul t in a pplyin g

.

fo r a pos it i o n i s th a t h e do e s n ot st a t e th e s e th in gs a t all
.

S ta t e y our o wn power s of mi n d briefly b ut cl early

‘

an d s ince r ely L e t a simpl e na tur alne ss o ve r c ome wh a t

.

may s eem an e gotist ic manne r .

 EV ERY MA N S H O U L D H AV E H I S
MO N O P O LY

TH E foun d ati o n o f su cce ss in busine ss n o doub t is , ,

b ein g abl e to p er form some s e rvice th a t n ob ody els e can

p e rfo rm in y our circl e Th i s circl e of y ou r s may be
.

th e w orld or i t may be y ou r c ou n try o r i t may be

, ,

y our c omm uni ty or i t may be th e s in gl e b usiness hous e

,

in wh ich y ou a r e employe d .

Wh en a p er son h a s a m on opoly so me thin g th a t ,

n ob ody els e h a s h e can to a cer t ain ext en t mak e h is

, , ,

own price an d ab ove all h e can sp eak of h im s elf wi th

, , ,

out fea r of exa gg e r at i on : th ere i s n oth in g ab ov e h im

by wh ich oth e rs can mea sur e h i s l i ttl ene ss wi th wh ich ,

h e can be un fav or ably c om p are d I f h e h a s th i s m on op

.

ol y h e ha s o nl y to mak e p e opl e kn ow i t an d g ive th ei r

,

r ea son t ime to a ss ert i ts elf wh en h e will inevi t ably ge t

,

his full p ay for wh a t h e can do th a t n o one els e can .

Th e r e are tw o way s of g e ttin g a m on opoly first by ,

s e tt in g o nes elf r e solut ely towar d l earnin g some th in g

th a t oth er s do n ot kn ow or bein g ab l e to do some th in g
,

th at oth e rs can n ot do Th e oth e r way i s to look for

.

th e pl ace wh e r e oth e rs will be in feri or to y ou B oth .

me thods must usu ally go tog e th e r First i t i s impor .

,

t an t to l ea rn to g ive so me s e rvice supr emely well ; th en ,

i t i s d e sirabl e to fin d th e pl ace wh e r e th a t s e rvice will

c oun t fo r m ost by r eason of th e h elp in g influ ence s th at
wi ll g ath e r ab out i t .

Th e man who i s a t th e top usu ally mak e s m oney ,

whil e th e man who i s s ec on d t ak es h is l ea vin gs I t .

 EV ERY MA N HIS M ON OP OLY 17

o ften h app ens howev e r th a t wh ere o ne man i s su ccee d

, ,

in g a c om p e t itor may c ome in an d b oth wi ll s u cceed

,

st ill be tt e r Th e c ommuni ty wants c om p e t i t ive s e rvice

.

for th e sak e of c o mp ari son we wi ll s ay tw o gro ce ry ,

stor e s On e gro ce ry h a s th e be st c offee th e oth e r h a s

.
,

th e be st b r ea d an d so o n each i ts sp ecialty an d m on o p
, ,

ol y. Or o ne h as th e ch eap e st goods an d th e oth e r h a s

th e be st qu al i ty of goods In Ch ica go th e d e p art men t .
,

stor e th a t i s th e m ost su cce ssful h a s th e h i gh e st qu al i ty ,

an d th e nex t m ost su cce ssful stor e h a s alway s th e ch eap

e st goods Wh en p e opl e are lookin g for th e ve ry lowe st
.

pr ice s th ey can p ay r e g ar dl e ss o f qu al i ty th ey in ,

va riably go to th e l att e r stor e I t h a s a sort o f m on op .

ol y in th a t l ine An d th e oth e r stor e g e ts th em wh en

.

th ey a r e lookin g for th e be st goo ds Th e stor e s in b e .

tween wh ich h ave n o su ch bi g sp ecialty mak e f a r l e ss

m oney b ut try to h av e th eir l e ss er s p ecialtie s an d n o
, ,

stor e su ccee ds or even c o nt inu e s to exi st th a t d o es n ot

have some sp ecialty th a t i s m on opoly , ,

.

Th e cl eve r a d ver t i s in g man wh en h e c ome s in to a

'

new busine ss look s for th e po in ts of m on opoly the

, ,

po in ts th a t th i s bus ine ss h a s wh ich n o oth e r b usiness

in th e c omm uni ty can l ay cl aim to an d thos e a r e th e ,

po in ts on wh ich h i s a dver ti s in g h amme rs .

I t may be howeve r th a t in sp i te of e v e rythin g the re

, ,

ar e thos e a roun d y ou who a r e stron g e r an d be tte r th an

you I n B osto n many p e opl e have a good e du cati on
.
, ,

an d a h i gh s chool e du cat i on or even a c oll e g e e du cati on

giv e s n o m on opoly of l earnin g In th a t ca s e su ch a .
,

p erson a ft e r h avin g done h i s be st should go wh e re ,

e du cat i on i s m or e in d eman d Ou t in N o rth Dak ota .

,

p e rh aps h e may be th e be st e du cat e d man in to wn

,
-
.

Th ere fo re a s soo n a s a p e rson fin ds h im s elf s ec on d h e

, ,

sh ould h a st en to g e t away w h ere h e wi ll be fi r st a g ain .

The earth is v ari ous an d l arg e an d ev ery man can h av e ,

18 HUMA N NA T URE IN BU S IN ES S
h i s m on opoly in h i s own ci r cl e or can s eek a ci r cl e
,

wh ere h e will be a k in g p in-

.

Th e po int of View of m on opoly lookin g down in st ea d

,

o f up i s th e o nly good o ne fo r eith er s al e sman sh i p o r

,

a dverti sin g o r any kin d of busine ss o r p r ofe ssi onal pro

m oti on A t th e s ame time in ou r p ersonal i d eals in
.
,

ord e r to r i s e to th e po in t of c omman d we must be look ,

in g up .

A s s ign m en t IV
Mak e a l i st o f th e m ost su cce ssful b usine ss an d pro
fession al men in y ou r town an d fin d ou t o n wh a t
m on opoly each h a s bu ilt h i s su cce ss .

Th en mak e a l i st of l e ss su cce ssful p erson s or busi

ne ss e s an d s ee o n wh a t min or sp ecialt ie s th ey h ave
,

bu ilt th e su cce ss th ey h ave .

A t fir st th e d i s c o very of th e s e u niqu e po ints m ay

s eem d i fficult b ut invariably a care ful inve st i g at i o n wi ll
,

r eveal th em Th e ch ance s are th at man y of thos e su c

.

c ess fu l p er so n s w i ll n ot be ab l e to t e ll wh a t th eir m o n o p

ol y i s ; b ut fo r all th a t ,
i f th ey h ave been su ccess f ul ,

it will be foun d th ey h ave i t .

 TH E MI N D A N D H OW IT WO R K S *
HAVIN G e st abl i sh e d our po in t of View namely th at , ,

bus ine ss i s ren d erin g s e rvice wh ich in so far a s i t i s

su cce ssful h a s some m on opoly wh ic h we must d i s c over
a s ou r startin g po in t we are rea dy to look into th e mi n d
-

of th e avera g e p er son an d s ee how we may app eal to i t .

Psychology t each e s us th at im p re ssi on s are en t erin g

th e min d th r ough th e ch annels of th e five s en s e s .

Pou re d c ont inu ally into a st ream of co n s ci ousne ss th a t

c ontinu e s p ract ically u nbr ok en fr o m birth to d eath ,

th ey l eave th ei r mark s poss ibly in th e very phys ical

t extu re of th e brain i ts elf Th e e go wi th in i s c on st an tly
.

busy arran gin g th e s e imp re ssi on s an d c o nnect in g th em

by a netwo rk of p aths wh ich we call a sso cia ti on s .

Wh en we r e trace th e im p re ss i on s of th e p a st by ai d of ,

th e p a ths of a sso cia ti on i d en ti fyin g th em a s a tt ach e d

,

to a given t ime an d pl ace we exerci s e th e power of ,

memo ry Wh en we us e th e s e imp re ss i on s c onnect e d a s

.
,

th ey are by th eir ne two rk of p a ths so a s to mak e new ,

c ombinat i on s we exer c i s e th e powe r of ima ginat i on

,
.

Wh en imp re ssi on s an d a sso ciati on s are d ivi d e d up into

el ements a s wh en we s e p arat e th e ch ar ac t eri stic of
,

beauty o r any oth er ab strac t i dea from th e c ompl ica

ti on wh ich go e s to c on st i tut e objects an d th en ar ran g e ,

th e s e ab st rac ti on s acc o r di n g to fix t p rinci pl e s we rea son ,

.

Wh en by reason we c ome to a fix t d e termina ti o n an d

act acc o r din gly we exerci se th e rati onal wi l l I f we
,
.

do th e same wi s e th in gs by rea son of some impuls e b o rn

in us without any pro ce ss of r ea sonin g we a r e s ai d to
, ,

"e
I
s e P ef t y —
“
A r a or S ci en t i fi c B a si s .

19
20 HUMA N NA T URE IN B US IN ES S
ac t by in stinc t Wh en we c o me to wi s e c onclusi on s
.

wi thout t ak in g all th e st eps of reaso n th e min d i s s ai d

,

to ac t by in tu i t i on A ft er in tu i t i on h a s told us wh a t
.

to do we may go ah ea d an d ac t acc o r d in g to r ea so n ;
but in stinc t d iffe rs fro m in tu i t i o n in th a t i t p r odu ce s
ac ti on di r ec tly .

Her e ar e all th e elemen ts o f psychology in a nut

sh ell N ow we must s ee in d e t ai l j ust how mem o ry
.
,

ima ginat i on an d r ea son w o rk B ut fir st l e t us s ee

,
.

wh at th e e ff ec t of h abi t i s o n th e nerv ous syst em s ince in ,

r eal i ty th a t i s th e ba s i s of th e pr act ical e ff ect ivene ss of

all thr ee of th e s e func ti o n s .

I quot e fro m Wi ll iam J ames s t ex t b o ok on Psy

’
.
-

c h ol ogy A n acqu ire d h abi t i s n oth in g b ut a new

p athway of d i s ch ar g e for me d in th e brain by wh ich ,

ce rt ain i nc omin g cu rr en ts eve r a fter t en d to e s cap e .

Th e m oment one trie s to d efine wh a t h abi t i s on e i s ,

l e d to th e fun d ament al prop er tie s of ma tt er Th e l aw s .

of Natur e a r e n oth in g b ut th e immut abl e h abi ts wh ich

th e d iff e r en t el emen t ary so rts of ma tt e r follow in th ei r
ac ti on s an d r eac ti on s upon eac h oth er On th e
.

pr inci pl e s of th e a tomi st ic ph ilosophy th e h abi ts of ,

an el ement ary p articl e of matter can n ot ch an g e b e ,

caus e th e p ar ticl e i s i ts elf an unch an g eabl e th in g ; b ut

thos e o f a c ompou n d ma ss of matt er can ch an g e b e ,

caus e th ey are in th e l a st i n st ance du e to th e st ru c tu re

of th e c ompou n d an d ei th er outwar d fo rce s o r inwar d
,

t ensi on s can from one hour to an oth er turn th at

,
.
,

stru c tur e into someth in g d i ff er en t fr om wh a t i t wa s .

Th a t i s th ey can do so i f th e b ody be pl a stic en ough to

,

maintain i ts int e g ri ty an d be n ot d i srupt e d wh en its

,

st ru c tu re yields Th e ch an g e of stru c tu re h e r e spoken

.

of nee d n ot involve th e outwar d sh ap e ; i t may be in

v i sibl e an d m ol ecul ar a s wh en a ba r of i ron bec ome s
,

ma gnetic o r cryst all ine th r ough th e acti o n of ce rt ain

 TH E MIND A ND H O W I T W ORK S 21

caus e s . Pl a stici ty th en mean s th e posse ssi on of

, ,

a stru ctur e weak en ough to yield to an influ ence b ut ,

stron g en ough n ot to yield all a t once H abits in livin g .

b ei ngs du e to th e p l as ticity of th e
a re o rgan ic m a teria ls
”
of whic h th eir b o dies are c omp os ed .

“
M L éon D um o n t w ri te s : Every o ne kn ow s how a
.

g arment a ft er h avin g been w o rn a cert ain t ime cl in gs

, ,

to th e sh ap e of th e b ody be tt er th an wh en i t wa s new ;
th ere h a s been a ch ang e in th e t i ssu e an d th i s ch an g e i s ,

a new h abi t of c oh e s i on A lo ck w o rk s be tte r a fte r

.

h avin g been us e d some t ime ; a t th e outs e t m or e for ce

wa s requ i r e d to o verc ome a ce rt ain rough ne ss in th e
mech anism Th e overc omi n g of th eir r e si stance i s a
.

ph en omen on of h abi tu ati on I t c osts l e ss troubl e to fold

.

a p a p e r wh en i t h a s been fold e d al rea dy ; an d j ust

so in th e ne rv ou s sy st em th e imp re ss i on s of out e r
objec ts fa sh i on for th em selve s m or e an d m o re appro
p r ia te p a ths an d th
,
e s e vi ta l ph en o mena r ec ur u n d e r
s imi l a r excit emen ts fr om wi thout wh en th ey h ave b een
,

in ter rupte d a cer t ain t ime .A s car anywh er e i s

m o re liabl e to be abra de d inflame d to suff er p ain an d
, ,

c old th an ar e th e nei ghb or in g p arts A sp raine d an kl e

, .
,

a d i slo cat e d arm are in d an ge r of bein g sp raine d or

,

di slo cat e d a g ain ; j o in ts th a t h ave o nce been a tt ack e d

by rh eumati sm or gout mu c ous membrane s th a t h ave
,

been th e sea t of cat arrh a r e wi th each fre sh r ecurrence

,

m o re p r one to r el aps e u ntil often th e m o rbi d st at e

,

ch r onically sub sti tut e s itself fo r th e soun d o ne In th e .

‘
nerv ous syst em to t ak e wh a t are m o re obvi ously h abi ts
, ,
‘
th e su cce ss with wh ich a weanin g t reat men t can often ’

be appl ie d to th e vic tims of un h ealthy in dulgence of

p assi on o r of mere c ompl ainin g or ira s cibl e d i spos i t i on
, ,

shows us how mu ch th e m o rbi d mani fe st a ti o ns th em

selve s were du e to th e mere rt ia of th e ne rv ous org an s ,

wh en once l a unch e d o n a fa s e career .

22 HUMA N NA T URE IN BU S INES S
Natu re h as so b l ank e t e d an d wr apt th e b r ain ab out
th at th e only imp re ssi on s th a t can be ma d e upon i t are
th r ough th e blood o n th e one h an d an d th e s en so ry ,

nerve r oots o n th e oth er ; an d i t i s to th e infinit ely at

-

t en u a t ed c u rren ts th a t pou r in th r ough th e s e l a tt er

c h annels th a t th e h emi sph erical c o rtex show s i ts elf to
be so p ecul iarly sus ceptibl e Th e cu rrents o nce in
.
, ,

must fin d a way out In g ett in g out th ey l eave th eir

.

t race s in th e p aths wh ich th ey mak e Th e onl y th in g .

th ey c an do in sho rt i s to d eep en old p aths or to mak e

, ,

new one s ; an d th e whol e pl a stici ty of th e brain sum s

i ts elf up in tw o w o r ds wh en we call i t an organ in
wh ich cu rrents pou rin g in to i t fro m th e s en se org an s -

mak e wi th ext reme facil i ty p aths wh ich do n ot eas ily

d i s app ear .

“
Habi t s im pl ifie s our m ovemen ts mak e s th em accu ,

rat e an d d imini sh e s fa ti gu e
,
Man is b orn wi th a
.

t en d ency to do m o re th in gs th an h e h a s r ea dy ma d e -

arran g emen ts fo r in h i s nerve cen te rs M ost of th e p e r

-
.

f orm an c es of oth er anima ls are auto ma t ic B ut in h im .

th e n umbe r of th em i s so en o rm ous th at m ost of th em

must be th e fru i t of p ain ful study I f pr acti s e di d n ot
.

mak e p er fec t n o r h abi t ec o n omize th e exp en s e of ner

,

v ous an d mus cul a r ener gy h e w ould be in a sorry

,

pl i ght .

“
S ec o n dly ha bit dim in is hes th e c on scious a tten tion
,

w ith w hic h ou r a c ts a r e p erfo rm ed Habi ts d e p en d o n

.

s en s at i on s n ot a tten d e d to In th e ac t of walkin g even

.
,

wh en ou r a tt ent i on i s ent irely ab so rbe d els ewh e r e i t i s ,

doub t f ul wh eth er we c ould p re s erve equ il ibriu m i f n o

s en sat i on of ou r b ody s att itud e were th ere an d dou bt
’
,

ful wh e th e r we should a dvan ce ou r l e g i f we h a d n o

s en s at i on of i ts m ovement a s execut e d We u n c on .

s c iou sl y a tt en d to th e s e s e n s a t i o n s th r ough h abi t .

‘
Habi t a s ec on d nature ! Habi t i s t en t ime s natu re ! ’
 TH E MIND AND H OW I T W ORK S 23

th e D uk e of Well ington i s s ai d to h ave excl aime d ; an d

th e d e gr ee to wh i ch th i s i s tru e n o one can p r obably
a ppr ecia t e a s well a s one who i s a vet eran soldie r h im
‘ ‘
s elf
. Th ere i s a sto ry s ays Profe ssor Huxl ey wh ich
,
’
,

i s c r e dibl e en ough tho i t may n ot be tru e of a pr ac tical

, ,

j oke r who s eein g a d i s ch ar g e d ve teran carryin g home

,
“ ”
h i s d inne r sudd enly call e d out
,
A tt en t i on ! wh ere,

upo n th e man in st an tly br ought h i s h an ds down an d ,

lost h i s mutton an d pot ato e s in th e gutte r Th e d rill .

ha d been thorough an d i ts e ffec t h a d bec o me emb od ie d

,
’
in th e man s nerv ous stru c tur e
’
.

“
Habi t i s thus th e en o rm ous fly wh eel o f so cie ty i ts -

,
”
m ost pr eci ous c on s e rv at ive a g en t .

Thus we s ee th a t wh en we face th e publ ic we a r e ,

facin g men an d w omen whos e min ds are cut d ee p wi th

b rain p aths wh ich i t will be ex tremely h ar d for u s to
-

c oun t e r ac t Th e wi s e th in g i s to un d er st an d th em an d
.

us e th em I f we do ou r t ravel in g on th e se p aths w e
.
,

a r e l ikely to be su cce ssful ; b ut if we strik e out ac ross

c ount ry we are p re tty cert ain soon to be d it ch e d
, .

! As so c ia t i o n Mem o ry an d ima gina t i on b oth d e p en d

.

very l ar g ely o n a sso ciat i on wh ich i s n oth in g m or e n or

,

l e ss th an th e natu ral c onnec tin g p aths th a t h a pp en to

exi st between o ne th in g an d an oth er Ol d p a ths th at .

h ave been w o rn d ee p a r e ea sy to tr ave l new one s th a t ,

h ave n ot been mu ch w orn are m or e d iffic ult N ew .

p aths th a t are n ot t ravel e d o ve r a g ain a r e o ft en lost

c ompl e t ely Or i f all p aths a r e ab out equ ally tr avel e d
.

th ey a r e a hop el e ss ne tw ork a l abyrinth in wh ich we , ,

g e t lost alm os t inst antly I f we h ave ce rt ain l ines of

.

thought grea t tru nk l ine s ove r wh ich we travel oft en

, , ,

a s a cert ain b us iness or profe ssi on th a t is a gu i d e for

'

all branch p a ths an d we can lo cat e th em ea sily up or

,

down th e main t ravel e d ro a d We l ay out in our minds .

a sort o f map of th e p aths in dicat in g th e bi g one s th e

, ,
24 HUMA N NA T URE IN BU S IN ES S
mi ddl e o ne s an d th e small one s an d we r emembe r by
, ,

lo cat in g th e new s mall p ath o n th i s map wi th r e fe r ence ,

to th i s bi g p a th or th a t s mall o ne or th i s objec t o n th e
, ,

p a th or th a t objec t on th e p a th I n th e brain objects

, .
,

a r e call e d i dea s .

Th i s sy st em o f objects call e d id ea s an d p aths c on ,

n ec tin g th em th e e go wi th in us arran g e s an d c l a ss ifie s

,

o n th ree d i ff e r en t pl an s ; fir st acc o r d in g t o t ime an d

,

pl ace wh en we receive d th e impr e ss i on s th a t is mem ory ; ,

s ec on d acc o r d in g to fix t p rinci pl e s wh ich we a dopt to

, ,

mak e th em c on form to wh ich we cut th em up d ivi d e ,

th em analyze th em : th a t i s r ea so n ; th i rd we t ak e
, ,

th em a s th ey a r e p ic tu re s in th e b r ain an d arr ang e

, ,

th em acc ord in g to ou r feel in g our in tui t i ons our in , ,

s tin c ts : th a t i s ima gina t i o n Th en th e will ac ts o n th e

.

pro mptings o f ei th e r o ne o f th e s e whi ch eve r is ,

stron g e st .

Wo rds a n d P i c tures th e K ey t o O th er P eo p l e s ’

Min d s Th e org anizati o n o f m od e rn so ciety and

.

m od ern me thods of c ommunica ti on h ave ma d e th e s en s e

o f s i ght th e m ost wi d ely us e ful for c o mmunica ti on an d ,

nex t to th a t th e sen s e of soun d Th e s ens es of tou ch .

,

t a st e an d s mell are l e ss d irec tly us e ful be c a us e we

, , ,

h ave n ot invent e d p rac t ical mean s for app eal in g to

th em Th e ori ginal mean s of c o mm unicat i o n was by
.

p ic tur e s an d th at i s st ill th e m os t wi del y us e ful and

,

effec tive B ut r ea so n h a s d evelop e d an a rt ificial syst em

.

of symb ols call ed w o r ds c onveye d equ ally well by s i ght

,

o r soun d S i ght i s us e d for lon g d i sta nce c o m m u ni ca

.
-

tion soun d fo r sho r t d i st ance

,
-
.

N ow w ords are n ot th in gs n ot even thin gs in th e

, ,

min d or i dea s but only symb ols or tok en s of th in gs

,
.

L ik e p ap er m oney th ey are merely tok en s th a t th e r e i s

,

gold in a ban k somewh ere wh ich can be h a d f o r th e

a skin g I f th er e i s n o gold th ere th e p ap e r m oney is
.
,
 TH E MIND A ND H O W I T W ORK S 25

wo rth l i ttl e Th ere may be some th in g els e al m ost a s

.

good a s gold su ch a s goods o r powe r to w ork wh ich

, ,

we wi ll acce pt as a sub sti tute ; but i f th e r e i s n oth in g ,

p a p e r m oney i s n oth in g m or e th an a p iece of p a p er

wi th a p ic tu re o n i t S o w or ds h ave n o valu e wh at eve r
.

exce pt a s th ey re p re sen t i dea s in th e min d of th e

p erson to who m y ou sp eak or wri t e Many p e opl e th in k .

th at wo r ds are wo r th wh a t th ey st an d fo r in th ei r own
min ds Th ey are n ot always ab solutely sure th a t th ei r
.

c urr ent valu e i s mea sure d sol ely an d ab solutely by wh a t

th ey stan d for in th e oth e r man s min d ’
.

I n th e ca s e of th e wo r ds of a fo rei gn l an gua g e we ,

u n d er stan d ea sily en ough th a t th e p er so n who doe s n ot

u n d er st an d th e l an gu a g e g ets th e w o r ds me r ely a s th e
,

jabberin g o f an a p e S u ch a p er so n can n ot even tell

.

th em a p ar t h e can n ot even h ea r th em Th ey h av e n o
,
.

c onnec ti on s wi th any p aths in h i s min d b ut c ome ,

st rai ght ac ross a new c oun t ry I t i s very slo w an d h a rd .

go in g Th e newc ome r stumbl e s n o w in to an unex p ec t e d

.

hol e n ow ov er a hu mm o ck Th ere are n ot even any

, .

sou n d ch annels in th e au di to ry nerve alon g wh ich th e

un famil ia r soun ds may c ome so th a t y ou do n ot ev en ,

r eally hear th em .

Th e s ame is tru e am on g th e p e opl e e du cat e d to one

l an gu a g e but in d ifferen t ways an d in d iff eren t d e gr ee s
, .

A f a r m l ab or e r kn ow s n oth in g o f th e t ech nica l t e r m s

o f psychology wh ic h p r odu ce j ust th e s ame sort of
,

eflec t o n h i s m in d th a t Russ ian do e s p er h a ps o n y ours , ,

.

i
Wo rds th a t sugg e st to y ou all th e s i ghts an d soun ds of
c ity l i f e may be Gree k to th e c ou n t ry p er son w ho h a s
,

neve r b een in th e ci ty He h a s n o ci ty p a ths in h i s

.

brain n o syst em fo r c on nec tin g up th e few l i ttl e th in gs

,

h e th ink s h e can u n d er st an d .

Here th en we h ave a few p ract ical p rinci pl e s

, ,
.

’
1 I t t ak e s a lon g t ime to mak e new p a ths in p eop l e s
.
26 HUMAN NA T URE IN BU S IN ES S
b rain s an d th e eas iest th in g to do i s to tr avel th e old
,

o ne s th a t a r e alr ea dy th e r e .

2 W o r ds h ave valu e o nl y acc ord in g to th e b ank

.

d e pos i t al rea dy in th e min d of th e p erson who h ea rs

th em or s ee s th em Th ey a r e n ot th in gs th ey ar e n ot
.
,

i d ea s b ut only tok ens to call up th e i d ea s alr ea dy in

,

th e oth e r p er so n s min d A w o r d th e r e for e h a s a

’

—
.
, ,

d i feren t valu e to e v e ry p e rso n who h ea rs it a sl i ghtly

f
d i ff e r en t v alu e .

3 P ic tur e s an d sou n ds are m o re original m or e

.
,

primi t ive th an w o r ds an d will g e t into th e min ds o f

,

many m or e p e opl e th an w or ds will In nea rly ev e ry .

hu man b ein g th ere i s a ne rve ch annel through th e ea r

for a k in d to ne o f v oi ce an d a p re tty well w orn ne tw ork
,
-

of p aths in s i d e th e b r ain alo ng wh ich i t may tr avel .

L ikewi s e images o f fields sunl i ght men an d women fin d

, , , ,

ea sy en tr ance alon g well w orn p aths in opt ic ne rv e s of -

most p e opl e .

T w o Me t h o ds o f A w a k ening t h e Min d Rea s o n an d ,

I m agin at i o n Will iam J ame s st at e s tw o e ss ent ial el e

.

men ts in r ea sonin g th e m od e o f c onceivin g th e objec t

,

in th e fi rst pl ace o r ab strac tin g a qu al i ty of th e o bjec t

,

and id en t i fyin g i t a s th e objec t i ts elf an d th e g eneral ,

p r oposi t i on of i d en t i fyin g th a t wi th so me th in g els e so ,

“
makin g a log ical st e p S ays b e Al l objec ts are well .
,

sp rin gs of prop er tie s wh ich a r e only l i ttl e by li ttl e

,

d evelop e d to our kn owl e dg e an d i t i s tru ly sai d th a t to ,

kn ow one th in g thoroughly w oul d b e to kn ow th e uni

v er s e B ut each r el ati on for m s one o f its att ribut e s
.
,

o ne an gl e by wh ich so me one may c onceive i t an d wh i l e ,

so c on c eivin g i t may i gn o re th e r e st o f i t A man is .

su ch a c om pl ex fac t B ut out o f th e c ompl exi ty all

.
,

th at an army c ommi ss a ry s el ec ts a s import an t for h i s

purpos e s i s h i s prop e rty of eat in g so many poun ds a
d ay ; th e g ener al of mar ch in g so many mi l e s ; th e ch ai r
,
 TH E MIND A ND H O W I T W ORK S 27

maker of h avin g su ch a sh ap e ; th e or ator of r e spo n d in g

, ,

to su ch an d su ch feel in gs ; th e th eat e r manag e r of bein g -

will in g to p ay j ust su ch a p rice an d n o m or e for an eve , ,

n in g s amus emen t
’
Each of th es e p er so n s s in gl e s out th e
.

p art icul a r s i d e of th e ent ire man wh ich h a s a bear in g

o n his c once rns an d n ot un t il th i s s i d e i s d i st inctly an d
,

s e p ara t e ly c o nceive d can th e p r op e r p rac t ica l c o nclus i o n s

f o r th a t r eas o n be d rawn ; an d w h en th ey a r e dr awn

th e man s oth e r a tt ribut e s may be i gn or e d Al l way s
’
.

o f c onceivin g a c o ncret e f ac t i f th ey are tru e ways a t

,

all a r e equ ally t ru e ways Th ere is n o p r op erty ab so

,
.

l u tel y e ss en t ial to any o ne th in g Th e e ss ence of a.

th in g i s th a t one o f its p r op er tie s i s s o imp ortan t for

my in teres ts th a t in c o mp ar i so n wi th i t I may ne gl ec t
”
th e r e st .

We may suppos e th at we are lookin g for a l ink b e

tween tw o objec ts S and P We p ick out o f S some
,
.

qu al i ty wh ic h for our purpos es we c onceive to b e th e

essence of i t wh ich we call M an d i f we h app en to fin d
, ,

M in P we h ave th e link we are lookin g fo r A s ag aci ous .

min d i s one wh ich di s c over s th e ri ght qu al i ty o r attri

but e am on g th e many th a t exi st an d p r o cee ds to i d ent i fy
,
‘
i t in th e oth er object I t n ot only b r eak s up th e d atu m
.

pl ace d be fo re i t an d c onceive s i t ab str ac tly it must —

c onceive i t righ tly too ; an d c o nceivin g i t ri ghtly mean s
,

c onceivin g i t by th a t one p ar ticul a r ab strac t ch aract er

wh ich l ea ds to th e o ne so rt of c onclusi o n wh ich i t i s th e
”
r ea soner s t empor a ry in t er e st to att ain
’
.

Of c ou rs e we may h it by acci d en t o n th e s ame r e sult

, ,

a s wh en a ca t happ en s to pull th e l at ch of th e door ; b ut

if th e l at ch got out of o r de r th e ca t w ould n ot be abl e
to analyze an d d e du ce t i ll i t foun d wh at th e matt e r wa s
an d r eme die d i t .

“
Thus th ere a r e tw o gr ea t po in ts in r ea son ing
, .

First an extr act e d ch a r acte r i s t ak en a s equ iv al ent to

,
28 HUMA N NA T URE IN BU S IN ES S
th e en t i r e d a tu m f ro m whi c h it c ome s ; an d s ec o n d th e , ,

ch ar act e r thus t ak en sugg e sts a cert ain c o n s equ ence

m or e obviously th an i t wa s sugg e st e d by th e tot al d atum
a s it o ri g inal ly came .

“ ‘
S uppos e I s ay wh en o ffe r e d a p iece o f cloth
,
I ,

w o n t buy th a t i t look s a s i f i t w ould f a d e meanin g

’
, ,
’

me r ely th a t some th in g ab out it sugg e sts th e i d ea of

m —
fa d in g to y min d my j udgment tho possibly c or
,
,

r ec t i s n ot r ea so ne d b ut pu rely em p irical ; b ut i f I can

, ,

s ay th a t in to th e c olor th ere en t e rs a ce rt ain dye wh ich

I kn o w to be ch emically u ns t abl e an d th erefore th e , , ,

c olor will fa d e my j udgmen t i s r ea sone d

, .

“
Th e ex trac t e d ch arac t er s are m o re g ene r al th an th e
c o nc r e te s an d th e c onn ecti on s th ey may h ave ar e
, ,

th e r e for e m o re f amil ia r to us h avin g been m or e o ft en

, ,

me t in our ex p e ri ence .

“
A lso th e ex t rac t e d ch a r ac t e rs are so evi d en t b e
,

ca us e th ei r prop ert ie s are so few c om p are d wi th th e ,

prop e rt ie s of th e whol e fr om wh ich we d erive d th em ,

.

“
To r ea son th en we must be abl e to ext rac t ch ar
a s t e rs—n ot any ch ar ac t e rs b ut th e r i ght ch ar ac t er s for
, ,

our c onclus i on .

Thus Will iam J ame s ex pl ains wh a t r ea sonin g i s .

Obviousl y i f we a r e go in g to g e t oth er p e opl e to follo w

,

our r ea son in g th ey m ust h ave a s imil ar s a g aci ty in

,

extr ac ting ri ght qu al i tie s fr om c oncre t e objec ts an d

r ec ognizin g th em in oth e r obj ec ts I f th ei r min ds do .

n ot h ave p a ths alon g thos e l ine s wh ich are suffi cien tly
d ee p and well w o rn ou r rea sonin g will be l ik e Greek
,

to th em I f th ey do h ave s a g aci ty alon g those l ine s i f

.
,

in th ei r min ds are well w orn p a ths of th a t so r t i t will

-

g i v e th em th e gr eat e st pl ea sur e in th e w orld to l i sten

to our a rgu ments .

Th e s chools a r e l a rg ely en g a g e d i n t rainin g th e min ds

of pup ils in analyt ic p r oce ss e s Rea sonin g i s a spl en di d .
 TH E MIND A ND H OW I T W ORK S 29

way o f g e tt in g a t th in gs th a t can n ot be got a t in any

oth er way Thll S argu ments mak e a good form of ap
.

p eal to e du cat e d p e opl e an d in ca s e s wh er e th er e i s

,

n o s impl e r o r bett er way .

Th e natu ral an d unive rs al me th od o f app eal is

th r ough th e ima ginat i o n S ens at i o n s once exp e r ience d
.

l eave p ictu re d imp re ss i on s of th em s elve s in th e min d .

“
S ay s Wi ll iam J ame s N o ment al c op y howev e r can
, , ,

ari s e in th e min d of any kin d of s en s at i o n wh ich h a s

,
”
i

never been d irec tly excit e d fro m wi thout Th i s i s .

ext remely i mport an t to r emembe r in our p rac t ical r el a

t i on s with p e opl e to who m we wi sh to a pp eal .

In some p e opl e th e s e p ictu re s are d i stinc t cl ear and , ,

c ompl e t e wh il e in oth er s th ey are dim blu rr e d an d

, , ,

imp er fect Th e good Vi su al izer s ee s an ab s en t a c qu ain

.

t ance a s i f h e were si tt in g or st an d in g a t h i s s i d e ; th e
poo r Vi su al izer can n ot d e s c ribe even tw o or th ree of h i s
fea tu re s S ome p e opl e h ave cl ear ima g e s of soun ds
.
,

wh il e st ill others h av e cl ea r ima g e s of m ot i on s or mus

c ul a r s en s a t i o n s .

“
Ou r ment al ima g e s a r e ar ous e d al way s by way of
a sso ciat i on some p revi ous i d ea or s en sa ti on must h ave
‘
sugge st e d th em A sso cia t i o n i s su rely du e to c u rren ts
.

”
f r om one c o rt ical cen t e r to an oth er Th e s e c urr en ts .

f r om o ne brain cent e r to an oth e r p r odu ce f ain t ima g e s

-

wh ich are th e s ame a s thos e p r odu c ed by ne rv e s en s ati o n -

c u rrents d i r ec t fr o m th e outsi d e I t i s thus th at we a r e

.

abl e to d i stin gu i sh r eal i ty an d fant a sy by th ei r faint

ne ss o r vivi dne ss .

A p peal by th e ima g inat i o n d e p en ds also o n an oth e r

el emen t be si de s th e power to re produ ce p ictu re s in th e
,

brain Th a t i s em oti on or feel in g

.
,
.

Every s en s at i o n c o min g a s a nerv e c urr en t into th e -

brain reacts th r ough th e mus cl e c on t rac tin g ne rve s to

,
-

p r odu ce act i on in th e b ody In oth er w ords i t r ever

.
,
3O H UMA N NA T URE IN BU S IN ES S
bera t e s th r ough every c o rne r of th e b ody Th i s r e .

ac ti o n may b e : 1 Exp re ssi on s of em oti on 2 In

. . .

s tin ct iv e or impuls ive p er for manc es 3 V olun t ary . .

d ee ds .

S tro n g em ot i on s l i k e fea r an g e r e t c sh ow th em
, , ,
.
,

s el ve s pl ainly in th e m us cul a r act i on s of th e b ody .

Mild e r em oti on s p r odu ce inne r ch an g e s some of wh ich ,

may be d e t ect e d in th e ex p re ssi on of th e face by a sh rew d

ob s e rve r Wi ll iam J ame s bel ieve s th a t th e ne rve cu r
.
-

r ents go in g into th e brain must c o me out a g ain an d in ,

c o min g out th ey ch an g e th e b ody ; th en our feel in g of

th e s e b od ily ch an g e s i s wh a t we call our em ot i on s .

L ikewi s e th e min o r nerve curren ts in th e brain which

,
-

we call ima g inat i on must produ ce th ei r r eac t i on s o n th e

b ody in th e form of em ot i on s or feel in gs wh ich ar e ,

clos ely c onnec te d wi th impuls ive ac t i on s Or once we .

,

feel l ike ac t in g i t i s ea sy to fin d r ea son s for d eliber a te

,

act i on .

A pp eal by way o f th e i ma g ina t i o n th e r efor e c on , ,

s i sts of call in g up p ictur e s in th e min d wh ich in tu rn , , ,

p r odu ce feel in gs th a t l ea d to ac ti on You may c on .

Vince a man s r ea son an d still h e may n ot d eci d e to ac t

’
,
.

Rous e h i s feel in gs an d h e ac ts in sp i t e of h im s elf

,
So .

th a t even a ft e r ar gumen t an app eal to th e ima gina t i on

, ,

is often nece ss ary to produ ce th e feel in gs wh ich wi ll

caus e th e ac t i on .

Ma king p e opl e do th ings Pe opl e do wh at th ey feel .

l ik e do in g an d th ey don t do wh a t th ey don t feel l i ke

,
’ ’

doin g We some t ime s th ink we can for ce th ei r wills

. .

Th at i s probably an err or Th ere i s j ust one way to .

mak e th em ac t namel y to star t back at th e be ginnin g

, ,

an d s e t in op era ti on thos e th in gs wh ich will p r odu ce in

th ei r min ds th e feel in gs to wh ich th eir wills yield in
sp i t e of th em sel ve s .

We h ea r ab out caus in g ac ti on in mak in g s al es ,

 TH E MIND A ND H O W I T W ORK S 31

clos in g th e custo me r who a fte r c o nv incin g ar gumen t

fails to do wh a t i s d e s ire d but go e s on ar gu in g in
.
,

defini tely an d postpone s act i on Wh a t i s mean t in .

r eal i ty i s th a t a t th e en d an app eal th r ough th e ima g i

nati on wh ich p r odu ce s th e em ot i on s wh ich c omp el act i on
i s r equ i r e d to suppl emen t a d e fec tive ar gument a tive
p r o ce ss Th e th e o ry th a t a man must ac t i f th e ri ght
.

em ot i o n s are ar ous e d acc ou n ts for th e inevi t ab l e c o m

p en sa t io n w h ic h c o me s f r o m u n s e l fi sh pu b l ic s ervice .

Givin g th e c o mp en s a t i on i s a so r t of a utomat ic ne r v ous

r eac t i on .

Th is i s s een so met ime s i n makin g c oll ect i on s A n .

i rr it at in g l e tte r may ar ous e a l ittl e an ger A lon g wi th .

th a t i s a s en s e of hon o r inh erent in th e c on s ci ousne ss o f

owin g th e d eb t Th e s e tw o em ot i on s p r odu ce a di s
.

a greeabl e c o nflic t to g e t r i d of wh ic h th e obvi ous th in g

,

is to p ay th e d eb t Th e p r o ce ss h a s bec ome al m ost

.

st an d ar d ize d Or a man d evelops some int en s e f eel in g

.

wh ich keeps h im fro m p ayin g h i s d eb t An ir ri t at in g .

l etter mak e s h im an g ry Th en a very pl ea s an t p e rsonal

.

call t ake s h im unaware s an d rel axe s h i s an g e r an d ,

alon g wi th th e an g e r th e feel in g wh ic h stood in th e

way o f h i s p ayin g h i s d eb t an d h e p ay s i t in sp it e of
,

h im s elf .

Pl ay upon th e fee l in gs of oth er s d e p en ds first o n

kn owin g th e ima g e s o r imp re ssi on s in th e brain th en ,

th e p aths of a sso ciat i o n c onnec tin g th em ( in oth e r

w o r ds g ettin g a map of th e enemy s c oun t ry ) nex t of
,
’
,

a pp eal in g p rimarily th r ough th e ima g inati on b ut always ,

bri dg in g th e g aps by rea sonin g an d finally by th e cl eve r

,

mar sh al in g of b oth r ea son an d ima g inat i on to p r odu ce

th e feel in gs wh ich mak e act i o n inevit abl e .

Th e s in ger g e ts m oney fr om p e opl e by app eal in g to

th e ear ima ginat i on wh ich p r odu ce s su ch pl easu rabl e
-

feel in gs th at p e opl e bec ome soun d top ers so to sp eak -

, ,
32 HUMA N NA T URE IN BU S I N ES S
an d g iv e up th ei r m o ney j ust a s r ea di ly a s l iquor top e rs -
.

Th e p aint er produ ce s h i s em ot i on through th e eye th e ,

n ovel i st through th e p rin t e d p a g e an d th e b usine ss m an ,

th r ough a pp eal to th e crud e r em ot i on s c o nnec te d wi th

b od ily c om fo r t util ity e t c Th e p r o ce ss e s us e d by T e t
, ,
.

r az z in i S arah Be r nh a rdt or Dick en s a r e in p rinci pl e

, , ,

th e s ame a s thos e th a t must be us e d by s al e smen an d

a dverti s e rs to d i spos e of th e goods wh ich are even m or e
,

e ss ential to th e su cce ssful l ivin g of li fe th an music ,

dr ama o r fic t i on Wh e th er th e me tho ds are ri ghtly or

,
.

wron gly us e d d e p en ds o n th e hone sty or d i shone sty of

th e us e rs Ou r o ri ginal p remi s e wa s th at hone st s e rvice
.

i s th e o nly th in g th a t i s p e rmanen tly su cce ssful in b us i

ness or profe ss i onal li fe .

Q u e st i o n s on H ow th e Min d Wo r ks
1 . F rom wh a t po in t of View do we start in th i s
survey ?
2 De s cribe in d e t ai l ho w all im p re ss i on s en t e r th e
.

min d .

3 Wh a t e ff ec t do th ey h ave in th e min d an d in wh a t
.
,

form do th ey c ome out ?

4 H ow doe s Will iam J ame s d e s cribe h abi t ?
.

5 H ow do e s M D u m o n t d e s c r ibe h abi t ?
. .

6 Wh a t a r e brain p a ths an d how do th ey h elp th e

.
-

w orkin g of th e min d ?
7 Wh a t p rac tical e ff ec t do e s h abi t h ave o n our
.

act i o n s ?
8 Wh a t e ff ec t do e s h abi t h ave o n a tt en t i on to d e t ai ls ?
.

9 In wh a t story do e s Hu xl ey i llustr a t e th e w o rkin g

.

of h abi t ?
1 0 I llust ra t e
. a sso ciati on an d show how b oth ,

mem o ry an d ima gina ti o n d e p en d o n i t Wh a t is .

mem o ry ? Wh at i s ima ginat i on ?

 TH E MIND A ND H OW I T W ORK S 33

11 . Wh a t two key s a r e th ere to p e opl e s m in ds ? I l ’

lust rat e th e di ff erence b e tween th e app eal of w or ds an d

of p ic tu re s H ow do e s a fo rei gn l an gu a g e aflfec t us i f
.
'

we are n ot famil iar with i t ?

12 . S u mmarize th e th ree p rac t ical p rinci pl e s of a p
p ea lin g to th e min ds of oth er s .

1 3 Expl ain th e p r o ce ss of rea sonin g

. .

1 4 Wh a t k in ds of p e opl e are sus ce pt ibl e to th e

.

a pp eal of ar gu ment or rea son ? Wh ere i s th e rea sonin g

me thod m ost in use ?
1 5 Wh y i s app ea l through th e ima g ina t i on th e
.

natu ral an d univer s al method ? Wh at i s ab solut ely e sse n

t ial to mak in g th a t a pp eal ? I llust rat e th e ima ginat iv e
me thod .

1 6 Wh a t i s em ot i o n o r feel in g ?
. In wh a t th ree fo rm s
do th e ne rve cu rrents ent eri n g th e brain react ?
-

1 7 H o w do em ot i on s sho w th em s el ve s in th e b ody ?
.

In wh a t way do e s th e p rinci pl e apply to mild a pp eal

th r ough th e ima g inat i o n ? S ummarize th e p r o ce ss of
a pp eal th r ough th e ima ginat i on .

1 8 H ow i s i t poss ibl e to mak e p e opl e do th in gs ? I l

.

lust rat e th e reac t i o n in mak in g c oll ec ti on s by irri ta t i o n .

H o w do art i sts mak e pe opl e p ay m oney ? Wh a t fo rm

of a pp eal alon e i s p e rmanently su cce ssful i n b usines s o r
p r ofe ssi onal l i fe ?
A ss i gn m en t V

Edu cat i o n an d a dverti s in g ar e so nearly th e same

th in g th at we may study th em tog eth er L e t us t e st .

th e l aw th a t n oth in g c ome s out of th e min d th a t h as n t ’

first gone in Th e t each er may s el ec t two sh o r t po em s

.
,

like two sonnets by Wo r dswo rth wh ich h e can r ea d ,

p art ic ul arly well o r two p iece s of pros e ; r ea d one aloud

,

to th e cl ass an d th en h ave member s of th e cl a ss rea d i t

,

back to h im Th en l e t th e cl ass rea d th e oth e r o ne

.
34 HUMA N NA T URE I N BU S IN ES S
first wh il e h e r ea ds i t l ast by way of c on tr a st The
,
.

tone s of expr e ssi o n th e in t erpr e ta t i o n by th e v o ice th e

, ,

fine un d er st an d in g of th e sh a d es of meanin g c oul d n ot ,

be in th e min ds of th e pup ils t ill th ey h a d gone in by

d irec t imp re ss i on s To equ al ize th e matt e r of p re p ara
.

t i on th e pup ils should ca r e ful ly pre p a r e th e s el ec ti on

,

th ey are to r ea d first .

To i llust rat e th e a dv ant a ge s o f th e i maginat ive ap

p eal over th e d i d act ic w e will suppos e th ere are in th e
,

cl a ss b oys or g irls who kn ow l ittl e o r n oth in g of bas e

ball an d oth er s who do kn ow mu c h ab out i t L e t one
,
.

who kn ow s try to ex pl ain i t to thos e who do n ot kn ow .

Th a t will be by th e d i d ac t ic me thod Th en mak e a .

ch a rt of th e d iam on d o n a l ar g e sh ee t of p ap e r wi th
cl ear br o a d l ine s L e tt e r in th e p it ch e r ca t ch e r ba s e
,
.
, ,

men e t c so a s to mark th ei r pos iti on s includin g also

,
.
, ,

th e batt e r Th en mut ely i llust ra t e each st ep o f th e g ame

.

by go in g through th e m oti on s first of th e p it ch e r ,

p i t ch in g th e b all fir st puttin g a fin g e r o n th e ch art

,

wh e r e th e p it ch er i s th en th e cat ch e r ca t ch in g th e ball
, ,

th e u mp i r e beh in d h im lookin g sh arp an d finally th e , , ,

b att e r h i ttin g th e ball point in g to th e ba ll flyin g ov e r

,

th e field an d th en an out field e r cat ch in g i t ; an d so o n

, .

In each ca s e be su re fir st to tou ch th e name o n th e ch art .

To illust rat e th e sup eri o ri ty o f th e r ea sonin g me thod

o ve r th e i ma g inat ive on an oth e r o cca si on try to fin d ,

some ima ginat ive me thod of makin g cl ea r th e c on t ents

of th i s b ook wh ich c an eas ily be expl aine d Its s ize
, .
,

sh ap e c olor may be shown or i llustr at e d but th ey ar e

, ,

n ot th e b ook Th e c ont en ts of th e book mi ght be illus

.

t rate d ima g ina t ivel y by p ic tu res of p er son s wr i tin g

l e tt er s a t typ ewri t e rs or an a dv er ti s ement wr i t e r d e
,
-

s i gnin g an a dvert i s emen t o r p ictur e s of th e ave r a g e ,

man an d w oman whos e p r o ce ss e s of thought we ar e

trying to analyze Qu it e a littl e can b e d one in th i s
.
 TH E MI ND AND H OW I T WORK S 35

way but r easone d expl anati on in r i ghtly chos en w o r ds

,

i s pr actically e ssen tial to mak e th e c on nec t i o n cl ear .

L et us turn ove r th e a dvert i s in g p a ge s o f any ma g a

zin e an d p ick out thos e whi ch mak e an alm ost pur ely
ima ginative a pp eal a s th e so a p a dvert i s emen ts an d th en
, ,

thos e wh ich becaus e of th e e du cat e d cl ass of p e opl e

,

for wh ic h th ey are wr itt en mak e a d i d ac ti c a pp eal as

, ,

Tifi an y s a d ve rt i s emen t or thos e wh ich fr o m t h eir

’
, ,

ve ry na tur e s eem o bliged to us e th e d idact ic me thod to

,

a l arg e ext ent .

 P R A CT I C A L U S ES O F T H E I MA GI N A T I V E
MET H O D

To us e a w o r d o r p e rfo rm an ac t wh ich will st a rt

thos e brain cur rents alon g th e p aths of a sso ciat i o n
-

wh ich h abi t h a s fo rme d so th a t th e min d o f th e oth e r

,

fellow will be g in to sh ap e a tt rac t ive p ictur e s th at i s ,

wh a t th e ima ginat ive me thod i s in p rac ti s e M r Lo rin . .

“
F Del an d in h i s l i ttl e b ook
.
,
Ima g inati on in B us i
,
”
ne ss h a s g iven us some exampl e s of i t fr om h is own
,

exp erience .

T w o st ree t b ootbl ack s wi th k i ts o ve r th ei r should e rs

were cryin g for sh ine s o n th e tw o equ ally b usy s i d e s of
a b usy st ree t On e ma d e th e pl ain matt e r o f fac t ap
.
,
- -

”
p eal ,
S h ine y our b oots h ere ! wh il e th e oth e r crie d ,
”
Get y ou r S un d ay sh ine ! A s i t wa s four o clo c k
’

“
S atu r d ay a ft ern oon th e w o r d ,
S un d ay st ar te d a
whol e t rain of r eflec ti o n s in th e mi n ds o f th e p a ss er s ,

a s a re sult o f wh ich th at b oy got twice a s mu ch b us ine ss

a s th e first .

Mr Hein emann th e L ond on publ i sh e r saw tw o p e d

.
, ,
“
l ers st an din g si d e by s i d e s ellin g toy dolls On e o f .

th em h a d a qu eer f at face d doll wh ich h e wa s push in g

,
-

into th e face s of p a ss er s by g ivin g i t th e name of a well

-

kn own w o man re fo rmer th en p r o minently be fo re th e

,

publ ic Hi s dolls were s ell i n g ra p i dly wh il e th e man

.
,

be si d e h im who h a d a really m o re attrac tive doll wa s

, ,
”
doin g c om p arat ively l i ttl e bus ine ss M r Heinemann . .

sugg e st e d th a t h e hold tw o dolls in each h an d an d cry ,

”
th em a s Th e Heavenly T win s Th a t was th e t i tl e of
.
 U S ES OF TH E IMA GI NA T IVE M ET H OD 37

S a r ah Gr an d n ovel wh ich wa s th en all th e r a g e in

’
s ,
“ ‘
Lon don Th e Heavenly T win s dolls wer e an in st an t
.
’

su cce ss an d wi th in one hour th e ven dor of th e w o man

,

r e fo rme r dolls g ave up th e fight ackn owl e dg in g h im ,

s elf bea t en an d m o ve d five blo ck s down th e st reet to

,
”
e s cap e th e ruin ous c omp e tit i on Thos e doll ven dor s
.
-

su ccee de d becaus e th ey suppl ie d th e min d a s well a s

t h e h an ds wi th so me th in g to pl ay wi th Th e p a sse rs .

b ought th e dolls th inkin g of wh a t fun th ey w ould h ave

a t home call in g th em by th e name s th e ven do r s h a d
g iven th em I t also i llustr at e s th e folly of s ell in g s in gl e
.

a rticl es wh en y ou can s ell twin s wh ic h r e du ce sto ck ,

t wice a s fa st .

M r Del an d t ells an oth e r story o f a rug deal e r who

.
-

wante d to unlo a d a thous an d orient al rugs in a week .

He thought of kn o c kin g twelve or fi ft een doll ar s off th e

avera g e p rice of $ 2 5 to $35 b ut in stea d h e wa s in du ce d
,

to print an a dver ti s emen t c o n t ainin g a sor t of p ictu re

o f a doll ar bill wh ich wa s good on th e p rice of any
,

rug a t i ts face valu e of one doll ar i f us e d wi th in six ,

d ay s S ome
. rugs were sold a t a d i s c oun t o f o nly
,

c oupl e d wi th an ima g inative method wh er ea s ,

if $1 2 o r $ 1 5 h a d been kn o cke d off th e p rice p r obably ,

l e ss th an tw o hun d re d rugs w ould h ave been sold Th e .

h abi tu al cu rren ts of th e min d wh ich pl ay ab out doll ar

bills so p er s i st ently in th e l ive s of m ost p e opl e h a d
b een s e t go in g by th e si ght of a crud e mak e bel ieve ,
-

doll ar bill th e valu e of wh ich th ey c ould s ee a s we ll a s

,

th ink ab out d i d ac tically .

Th e s ame me thod wa s use d to d i spos e of

p ictu re s wh ich h a d been ma d e to s ell a t $5 b ut wh ich ,

th e hous e d eci d e d to u nlo a d at $ 1 each a ft e r all th ei r

a dver ti sin g h a d fail e d to d i spos e of m o re th an 7 00 .

Th ey thought of s en din g out to d eal ers all ove r th e

c oun t ry a circul a r ann ouncin g $5 p ic tu re s r e du ce d to
38 H UMA N NA T URE IN B U S INESS
$ 1 a me thod th a t w ould h ave told ev e ryb ody a t a gl an ce,
,
“
We a r e stu ck an d tryin g to unlo a d th a t wh ich h s a
”
been a failur e I nst ea d th ey ma de a h an ds o me eu
.
,

g rave d r eceipt and s en t it to th e Gr and A rmy

men s ayin g th a t a wa r v et eran mi ght g e t a $5 Civil
,

Wa r p ic tur e for only $ 1 if h e w ould h ave th e ce rtificat e

,

en dors e d by th e s ec re ta ry of h i s post I t wa s an in .

d ivi du al c h ance th a t came o nly to Gran d A rmy men

but of c ours e th ey l e t in th ei r frien ds i f th ey di dn t
, , ,
’

care to buy th e p ic tu re s th ems elve s as i t wa s a p ity ,

to throw away a r ecei pt for $4 .

A s M r Del an d r ema rks i t i s n ot th e p ric e th a t c oun ts

.
, ,

but the reas on for th e p ric e .

I t is sai d th a t Ph ill i ps Br ooks wa s givin g some s e r

m o ns in Faneu i l Hall in B oston S un d ay evenin gs t o
, , ,
“ ”
wai fs an d str ays A fte r tw o or thr ee wee ks th e
.

a udience h a d fall en to h alf a hous e ful Th en Mr . .

Del an d ann ounce d th a t a dmi ssi on w oul d b e by t i ck e t

“
o nl y . I f we can t fill th e hous e h alf full wh en ad
’

mi ss i o n i s fr ee how can we possibly do i t wh en a dmis

,

s i on is by t icke t only ”
sai d h i s a sso cia te s B ut th e
,
.

next S un d ay th e h all was full an d c on t in u e d full for ,

th e r e st of th e s eason I t i s s ai d M oody o ft en r e sort e d

.

to th e me thod of makin g a d mi ss i o n by t ick e t only wh en

’
h is aud ience th reat ene d to be s mall Pe opl e c ouldn t .

s ac r ifice th a t wh ic h th ey h a d wh ich someb ody els e d i dn t ’

h ave Wh a t everyb ody c ould h ave th ey di dn t wan t

.
,
’
.

He r e i s an oth e r good sto ry wh ich Mr Del an d t e lls . .

A n org an man ufac tu rin g firm h a d sold

-
o r g an s ,

th e l a rg est n umbe r eve r put out by any hous e and ,

want e d to a dve rt i s e th e fac t S o th ey h a d a c on te st .

for i d ea s to ill ust rat e H ow L arg e i s

“
an d
th en put th e sug gest i on s a s p ic tu re s into a b ook wh ich
th ey off ere d to s en d on r ecei pt o f a 2 c st amp B ut o nly . .

788 b ooks out o f th e p rin t ed w er e s old by a

 U S ES OF TH E IMA GINA T IVE M ET H OD 39

l a rg e an d exp en s ive a dve rt i semen t in th e You th 3 ’

C omp anion Wh at shoul d be do ne ? Mr Del an d p re

. .

p are d an oth e r an d small e r a dverti s emen t pl ace d a ,

s impl e rebus a t th e top th a t any o ne c oul d solve an d ,

oflere d to g ive th e b oo k to any o ne who w oul d sol ve

th a t r ebus an d i t c ould n ot be h a d o n any oth e r t erm s

,
.

Th e a dvert isemen t wa s ins e rt e d once an d for a t ime ,

n oth in g was h ear d Th en came a l ett e r s ayin g

.

“
Wh ere i s th is th in g go in g to en d ? We h ave s en t out
twenty th ree thous an d b oo ks up to l a st S atu r d ay ni ght
-
.

We h ave n ow a for ce of five w o men employe d in Op en

in g l e tt er s an d mail in g b ooks Ha d we n ot bett e r pr e.

”
p are an oth e r e di ti on ? S o i t wen t o n f o r t en wee ks
m or e fin ally break in g all kn own r ec or ds f or th e nu m
,

be r of repl ies fr o m any s in gl e a dver ti s ement .

S o im po r tan t do some bi g b us ine ss men r e ga rd th e

possibil ity of ima ginat ive app eal in a good name th a t
th ey re gi st e r a s a t ra d e mark all th e good name s th ey
-

can pos s ibly th ink of n ot because th ey can ever hop e

,

to us e th em b ut to h ea d off th eir poss ibl e c omp e t i to r ;

,

for wh a t can a c om p et i to r do in s e ll in g a new so a p i f

h e can n ot give i t a good name one th a t wi ll tou ch th e ,
“ ”
imag ina ti on of th e p e opl e S u nl i ght i s th e name of
.

”
a popul a r so a p in En gl an d an d th e name S unl i ght ,

h a s been re gi st ere d a t $50 each r e gi strat i o n for every

poss ibl e hous ehold art icl e an d an A merican so a p man u
,

factu rer h a s r e gi st ere d every good name fo r a so a p h e

c oul d fin d I t i s s ai d th a t as h i gh a s
. h a s been
sp en t by o ne firm to r e gi st e r ima g inat ive name s j ust
to h ea d off c omp et i t i on .

Finally Mr Del an d illustra te s wh a t h e calls in

, .

” “ ”
v en tion v ers us ima ginati on Invent i on is a c l eve r
.

i dea Ima ginat i on i s an i dea th at tou ch e s o ff th e cu r

.

r ents ru nnin g alon g thos e brain p aths wh ich th e cus -

to ms an d h abi ts of p e opl e h ave crea t e d in th ei r c ort ical

4O HUMAN NA T URE IN BU S IN ES S
gr ay ma tte r C on g re ss sho e s wi th el a st ic webbin g at
.
,

th e s i d e s in st ea d of l ace s in fr ont h a d been en orm ously

,

sold becaus e th ey were gu arant ee d to wear a cert ain

l en gth of t ime an d a p air wh ich fail e d to wear so fa r
,

a s th e el a stic wa s c oncerne d mi ght be h an d e d to an

ex p re ss c omp any anywh ere an d s en t back to th e facto ry ,

an d th e sho e s w ould be rep aire d an d re tu rne d free of

all c ost Th en a few d udes alo n g th e A tl antic c o a st
.

fr o m New Yo rk to Wa sh in gton in wh a t th e m an u fac ,

“ ”
tu r ers spok e o f a s th e dud e belt be g an to wear l ace d,

S ho e s. Th e fa sh i o n s p rea d an d th e manufac tu rer s of

,

c on g re ss sho e s be g an a lon g h ar d fi ght a gain st th e

,

—
h ar d e st fo rce to fight th a t i s kn own fa sh i on A ft e r .

s eve r al year s of h ar d th i n kin g Mr Del an d n ot ice d th a t

, .

o nl y 1 70 p a ss en ger s h a d been kill e d o n r ailway s in an

ent ire year Wh il e th e railway s kill th ei r employee s
.
,

an d outs i d ers who are cr ossin g th e t rack s th ey do n ot ,

k ill th ei r p a ss en g er s S o h i s i d ea wa s to g ive an in
.

sur ance pol icy to every wearer of Con gre ss sho e s who
wa s k ill e d o n a p a ssen g er t rain I t wa s an in gen i
-
.

ous id ea b ut i t d i dn t tou ch th e ima g inat i on an d n o

,
’
,

prog re ss wa s ma d e a gain st th e tr emen dous for ce of

f ashi on .

A ss ign m en t VI
Tur n ove r th e a dver t i s in g p a g e s o f any m o dern na
t ion al ma g azine su ch a s Mc C l u r e s or th e S a tu r day
’

Ev enin g P os t Th e Li ter a ry Digest C o llier s o r th e

’
, , ,

La dies H om e J ou rn a l an d mak e a s el ec t i on of th e a d
’
,

v er tisem en t s th a t c o n t ain an ima g ina t ive a pp eal : ( )

1
thos e wi th a s impl e p ic tu re a pp eal an d ( 2 ) thos e wi th ,

some st at emen t o r us e of w o r ds wh ich y ou th ink should

st ar t brain cu rren ts alon g th e h abi t p aths in th e min ds
- -

of avera g e A merican men an d w o men Mak e a wri tt en .

re po r t g ivin g b r iefly th e rea son for each s el ec ti on

,
.
 P RA CT I C A L P R IN C I P L E S O F A PP EA L

1 . L i k e b eg et s L i k e Vibra t e a vi ol in st rin g an d all

.
-

oth er su rr ou n d in g strin gs wh ich h ave a phonic rel a ti o n

will spo nt ane ously vibrat e in u ni son L ik e be g e ts l ike. .

Th i s i s th e foun d at i on of th e A merican p rinci pl e of

service in bus ine ss S erve oth er s an d th ey will feel
.

incl ine d spont ane ously to s erve y ou Re gar d oth er s a s

.

hone st an d th ey will r e g ar d y ou a s hone st an d t rea t

,

y ou hone stly S mil e a t oth er s an d th ey will s mil e back

. .

On th e oth er h an d be susp ici ous an d oth er s will

, ,

ca tch th e att i tud e of min d an d be susp ici ous too Be .

p e ssimi stic an d y ou mak e thos e ar oun d y ou p e ss imi stic

,
.

T ry to puni sh y ou r enemie s o r y our c omp e t i tors an d ,

th ey will try to puni sh y ou .

Many p e opl e do n ot th ink th a t manner s c ount for

anyth in g in busine ss Th ey c oun t al m ost for m ore th an
.

anyth in g els e I t i s l ar gel y by you r manner s th a t th e

.

feel in gs of p e opl e ar oun d y ou are d et ermine d an d feel ,

in g h a s m o re to do with b usine ss th an reason I t i s .

by manners th a t th e pl ea s an t brain cu rrents a r e s e t -

m ovin g th at ima gin ati on i s tou ch e d

,
.

P r ofe ssi onal men ab ove all must d e p en d on th e

, ,

pl eas an t e ffec ts of good man ners Th e d i gnifie d an d

.

c ou rt e ous p r ofe ss i onal man wi th a k in dly man ner an d

,

a h elpful tone of v o ice rea dy to en c oura ge an d in sp ire

,

h i s p at ients o r h i s cl ients i s th e man p e opl e wan t

,
.

Th ey nee d good a dvice enc ou ra g emen t r e st raint calm

, , , ,

m ore th an th ey nee d me dicine o r l aw ; an d wh at i s m o re ,

th ey will p ay fo r th e s e oth er th in gs in th e bill fo r l e g al

42 HUMA N NA T URE I N BU S IN ES S
or me dical s ervice s P e opl e do n ot d i stingui sh Give
. .

p e opl e freely wh a t th ey nee d an d th ey wi ll gl a dl y p ay

,

a h i gh p rice for th e th in g th ey thought th ey nee d e d ,

e ven if given in ve ry small dose s Pe opl e loo k a t th e .

l ar g e l e dg e r o f l i fe an d car e m o re ab out s eein g th a t

,

th e g eneral bal ance i s ri ght th an th e sp ecial b al anc e .

En thu siasm b egets en th u siasm Th e gr eat e st th ing

.

i n sa l e sman sh i p is en thus ia sm s ince en thusia s m be ge ts

,

enthusia sm Th e be st b ook sa l e sman in th e Uni te d

.

“
S t a t e s ( so h e wa s call e d i n h i s d ay ) us e d to s ay All ,
”
I do is to go ar oun d an d enthus e em up We may ’
.

t ak e exce pt i o n to h i s us e o f the w ord enthus e

“ ”
but ,

h is ph i losoph y wa s all r i ght .

Pe opl e l ack th e ener gy to do thin gs S eein g a s al e s .

man full of ene rgy th ey s eem unabl e to avo i d ca t ch in g

,

some o f it an d th e ener g et ic feel in g thus in du ce d mak e s

,

th em c o me to a d eci s i on and pl ace ord e rs Th ey feel .

a s if th ey must do some th in g an d th e ea s ie st th in g to do
,

i s to wr i t e th e name o n th e dott e d l ine .

Pe opl e for th e m ost p a rt h av e fain t l ike s an d d i sl ike s ,

fain t p e r ce pt i o ns o f th e wi s e th in g to do faint c on ,

v ic tion s f ain t i d eals fain t powe r o f wi ll

, ,
En thus ia sm .

is th e c h emical whi ch mak e s th e fain t cl ea r an d stron g ,

wh ich brin gs out th e p ic tur e r ai s e s fro m a sort of i deal

,

w orld into th e w o rld of r eal it ie s .

“ ”
En thus ia s m i s th e s ec re t of l eader ship C ome o n ! .

”
s ays th e g eneral a t th e h ea d of h i s t r oops ; Come on !
“
s ay s th e football ca pt ain a t th e h ea d of h i s men ; C ome
” “
on ! s ay s th e t each er an d l e t us study fo r all we ar e
,
”
w orth ! Th e exampl e produ ce s an el ec t rical thr ill it ,

s e ts th e b r ain curr ents m ovin g an d na tur e wi th in d o e s

-

th e r e st.

C omp etition dep en ds on th e sam e p r in c i l

p ,e p l u s p ride .

Fi rst we go in becaus e of th e in fect i on of s eein g oth e rs

do i t Th en p ri d e st i rs us to g e t in to a cl a ss by our
.
 PRA CT I CA L P RIN CI PL ES OF A PP EAL 43

selve s Un d e r th e stimulus of c o mp e t i t i o n s al e smen

.
,

will do a t l ea st h al f a s mu ch a g ain a s th ey c ould do

alone Th e g an g sp iri t poss e ss es th em Th e d e sire to
.
-
.

be in a cl as s by th ems elve s dr ive s th em on .

We may c omp et e wi th our own p a st rec o r ds o r in ,

du ce oth e rs to c omp e t e wi th th ei r own p a st r ec o rds .

Th e d e sire to b ea t so meb ody or some th in g i s a cl early

good bas i s for sa l e s a pp eal -
.

Half a dozen do c to r s with th ei r office s s i d e by s i d e

in th e s ame bu ild in g will oft en each do be tte r th an any
one alone A man go in g in to a new l ine of b us ine ss
.

often nee ds to excit e some c o mp e t i t i o n be fo re h e can

g e t h i s o wn busine ss m ovin g an d th e tw o c omp e tin g
,

ge t m o re th an doubl e th e bus ine ss th an one c ould g e t .

Th is is a fac t oft en ob s e rve d .

A c al m j u dic ia l a tti tu de b egets a ju dic ia l a ttitu de

, .

We A merican s fo rg e t th a t oft ent ime s wh a t is nee de d for

our su c cess is an im p art ial a tt i tud e o n th e p art of thos e
to whom we app eal Th i s i s p ar t icul arly t r u e of all
.

l ine s of en d eavo r in wh ich th e r easo n i s an e ssential

el emen t M ost p e opl e wi th a pu rpos e to acc ompl i sh
.

a rgu e all o n o ne s i d e Th a t mak e s th e oth er fellow

.

ar gu e all on th e oth e r s i d e Imp artially st at e th e a rgu

.

men ts o n b oth s i d e s wei gh th em imp a rt ially an d y ou

, ,

will mak e th e oth er man incl ine d to do th e s ame th in g .

At any r at e h e i s n ot exci t e d to c o ncen tr at e h i s min d

,

o n th e ar guments a g ain st y ou S chool b ook publ i sh e rs

.
-

p rai se th e b ooks of th ei r c omp e ti tors in st ea d of t ea r in g

th em to p iece s a s th ey d i d in th e old d ays N oth in g i s .

lost by bein g fai r On e p erh aps nee d n ot go out of

.

h i s way to st at e all the d e fec ts of h i s o wn produ c t ye t ,

if h e r ep res ents th a t i t i s flawl ess th e oth e r fellow will

,

be su re to be look in g aroun d to s ee wh a t i s th e matte r

wi th i t Unl e ss y ou a r e frank an d u n p rej udice d you a r e
.

n ot l ikely to fin d th e oth er man u npr ej ud ice d .

’
44 HUMAN NA T URE I N B U S I NES S
I f you d i sl ik e an d susp ec t an oth e r man y ou may be ,

al m ost cert ain th a t h e th ink s of y ou in j ust th e s ame

way Wh a t do e s th a t fellow th in k of me ? D o e s h e
.

th ink I am a n asty s neak in g l ittl e brut e th e way I

, ,

th ink o f h im ? You may a lm ost g ambl e y our l i fe th a t

h e do e s You h ave n ot ment i o ne d it to any one but
.
,

h e h a s felt i t in y our a tm osph ere a s y ou p a ss I f y ou .

want to win h im you must c onqu er y our own feel in gs

, ,

turnin g y our a tt en t i o n m or e to yours el f th an to h im .

Oth erwi s e l e t h im alo ne .

2. Ev ery m a n w a nt s a Mo n o p o ly We h ave al
r ea dy s een th e a d vant a g e o f do in g b us ine ss wi th a
s e rvice wh ic h n o one els e on ea rth can r en d e r a s well as
we can Th e po in t of v iew o f h avin g th a t wh ich i s
.

u niqu e g ive s us a l ev era g e of an a lm ost mech anical k in d .

I t also give s us th e a tti tud e of min d of bein g a kin g ,

an d i t i s th e pro vince an d duty of a k in g to c onqu e r .

We can us e sup e rl a t ive ar gu men ts wi thout fea r wh en

t alk in g o f a m on opoly Th e r e i s n o l imi t to our en thu
.

siasm wh en we h a v e a m o n opol y .

Now in mak in g our a pp eal we can j ust tu rn th i s

, ,

ab out Every one els e wants a m on opoly someth in g

.
,

th at n ob ody els e can g e t He r e i s a s ec on d h an d p ian o

.
-

th a t h as a l i ttl e swee t er to ne th an any oth e r p ian o in

th i s town ; th a t i s th e p ian o I wan t He r e i s a d re ss
.

fro m P a r i s in a l i ttl e l at e r fa sh i o n th an any one els e

h as an d my l a dy wants i t to th e ext en t of bein g ab l e
,

to p ay ab out doubl e p rice ; an d wh en s ix m onths l at er , ,

all th e shop girls o n th e str ee t a r e wearin g th e s ame

-

styl e sh e i s equ ally anxi ous to d i s card wh a t sh e p aid

,

so mu ch for .

Th e p r ecis e v a l u e of n ov el ty in sti l es app eal Th e -

.

d e s i r e o f th e pu bl ic to g e t th at wh ich i s uniqu e a ,

m on opoly i s a c omp ell in g fo r c e towar d n ovelty an d th e

, ,

fac t th a t mak in g new p ath s in th e b rain is a v e ry slow

 PRA CT I CA L P RIN CI PL ES OF A PP EAL 45

p r o ce ss is th e c oun t erbal ancing c on s e rv a t ive fo rce I t .

i s a well k n own f ac t of h i story th a t w o rld p r ogre ss is

- -

slow tho st ea dy un d e r n o rmal c on d i ti on s wh il e ah

, ,

n o rmal c o n di ti on s stop it alm ost altog e th e r .

P e opl e h ave p r ogre ss e d up to a cert ain po int Th ey .

wan t to t ak e th e nex t ste p wh a t eve r th a t may be Cer

, .

ta in needs h ave acc umul a te d of wh ich th e publ ic i s

h ardly c o ns ci ous Th e su cce ss of busine ss wh ich c on
.

s i sts in s ervice alon g thos e l ine s d e p en ds o n how mu ch

unc o ns ci ous d e sire h a s acc umul at e d I f it i s felt j ust
.

h ere an d th ere ove r th e c oun t ry in th e m or e a dvance d ,

i t may be too exp en s ive to fin d out wh a t p er son s are

rea dy for i t an d e du ca t e th em to i t
,
Care ful t e st in g
.

of th e popul a r t emp e r alone shoul d be th e gu i d e of

ac ti on I nvent i on s or i dea s th a t are ah ea d o f th ei r
.

t ime s will inevi t ably fail in sp i t e of th e m ost a dro i t

s al e sm an sh i p .

New po ints of View in r e g ar d to old th in gs furni sh

th e b e st p r omi s e of c omm ercial su cce ss Words an d .

ph ras e s b ec ome w o rn out m o re qu ic kly th an th in gs .

“ ”
Th e w ord su cce ss may c ome to be a sso ciat e d wi th a
ce rt ain u n p rac tical s en timent al ph ilosophy an d b ook s ,

an d c ou r s e s of study a dver ti s e d by us e of th a t w o r d may

fail wh erea s new an d sp ecific d evelop men ts of th e s ame
,
“
th in g ex p r est fr o m a new po in t of View a s
, How
, ,
” “ ” “
to D o B us ine ss by L ett e r H ow to T alk Well
,
H ow ,

to Deal wi th Hu man Natur e in B us ine ss may a tt ain

,

a v ery l ar g e su cce ss Wh en th e writ e r a dve rt i s e d a

.

“ ”
Compl e t e Cou r s e in B usine ss Co rre spo n d ence th e ,

inqu irie s wer e few but wh en h e a dverti s e d h i s c ours e

, ,
“
H ow to Writ e L e tt er s th at P ul l h e me t wi th in st an t
,

su cce ss .

Th e g rea t w o rk o f th e a dvert i s in g wr it e r or s al e sman

-

th ere fo re i s to fin d new way s of th inkin g ab out old

,

th in gs Th e inventor i s tryin g to d i s c ove r u nc on s ci ous

.
46 HUMA N NA T URE I N BU S IN ES S
needs wh ic h h ave accru e d a t any given time so a s to ,

ofler new s e rvi ce s to th e pu b l ic ; b ut th e w r i t e r i s in

th e s ame way try in g to fin d new po in ts o f Vi ew new ,

an gl e s o f a pp eal Th a t r equ i r e s j ust as s ag aci ous and

.

inv en tive a mi n d a s mech anical inv en ti o n doe s an d th e ,

ca sh valu e of su ch di s c ove r ie s of new po in ts of View

-

new ways o f ex p re ss in g old i dea s is j ust a s gr ea t as ,

th e ca sh v alu e o f mech anical inven ti o ns an d p r obably

-
,

o n th e av er a g e i t i s gr eat e r B ut th e r e is n o a rt i fici al
.

prot ec ti o n for new po ints o f view a s th er e i s for m e

c h an ical i nven t i o n s except a s th ey can b e c oine d in to
,

a name or phr a s e To c opyri ght su ch a name or phr ase

.

do e s n ot p r ot ec t i t bu t ac tu al su ccessful us e o f it
, ,

wh e th e r it is re gi st er e d a s a tr a d e mar k or n ot does -

c r ea t e a prop e rty i n i t th a t th e l aw r ec ognize s an d pro

—
t eets th a t i s th e c o mm o n l aw Copyri ght r e gistry as
,
.

a t ra d e mark wh ich i s l imi t e d to d efini t e new name s o f

-

th in gs ai ds in th e prot ect i on ; but a dve rt i s in g cat ch

,

line s a r e n ot usu ally p r ot ec t abl e in th i s way Th ey .

must b e h e ld by men t al fo rce so to sp eak th a t i s by

, , ,

c ontinu e d ac t ive us e in su ch a way th a t oth e rs can n ot

very well afford to us e th em becaus e o f th e c on f usi o n
th a t w ould sur ely be caus e d an d th e d an g e r th at th ey
w oul d h elp y ou m or e th an th ey w ould h elp th em s el ve s .

Th e inb orn nee d to ba s e a b usine ss o n m on opoly make s

p e opl e avo i d even th e a pp ear ance o f tr aili n g b e h in d
so me m o re v i gorous th ink e r .

Exce ss o f n o velty i s doo med to failur e and equ ally so ,

i s th e l ack of i t N oth in g so fully illustr a te s th e c om

.

m er c ial v alu e o f th e gold en mean an d kn o win g j ust ,

wh ere th e min d of th e ave r a g e man st ands an d wh a t ,

els e is in th e field .

I f y ou can fin d a way to g ive a cl ien t or a custome r

someth in g th a t n o o ne els e h a s got even so me thin g th a t
,

only a few oth e rs h ave got or somethi n g th a t n one o f

,
 P RA C T I CA L PRIN CI PL ES OF A PP EA L 47

h i s imme d ia t e nei gh b ors h ave h e will grab a t i t Gan gs

, .

do th e s ame th in gs b ut th ey wan t th ei r in d ivi du al

,

poss e ssi on Th i s may be a tick e t to an ent e rt ainmen t

.
,

su ch a s Mr Del an d us e d to fill Ph ill i ps Br ook s 8 S u n

.
’

d ay e venin g s e rvice or i t may be th e p ictu re of a doll ar

,

bi ll wh ic h r eally wa s w orth a doll a r u n d e r cer tain c o n

dition s or i t may be th e p rize g iven to th e p e rso n who
,

solve s th e s impl e r ebus .

Th e su cce ssful s al e s man is always tryin g to fin d some

th in g sp ecial an d un iqu e for h is or h er c usto mer s I t .

i s r el ate d by M r S h eldon th a t a w o man cl erk i n a

.

d ep artmen t sto re in P ittsb u r gh ma d e a po in t of t akin g

th e name an d a dd re ss of every custome r in a littl e b oo k ,

an d dropp in g h e r a ca rd o r t el epho nin g h e r wh eneve r

any bar g ain wa s ofi ered in th e sto re in wh ich sh e mi ght
b e int e r e st e d A c on s i st en t ca rryin g out of th i s pl an
.

b rought so mu c h bus ine ss sh e wa s p ai d a yea r

s al ary wh il e cl erks a t h er s i d e who we r e j ust cl e rks
, ,

were g ettin g but $3 to $ 7 a week Th i s became for .

th at c l erk a matt e r n ot only of bar g ain s but of exclusi ve ,

bargain s— at l east th ey s eeme d exclus ive to h e r custom

e rs Th ey rec ognize d an d p ai d h er for h e r s e rvice s in
.

kee p in g th em post e d for a ba rg ain y ou do n ot kn ow

,

ab out i s n o bar g ain a t all .

Every c ustome r wan ts to kn ow j ust ho w a gi ven

th in g wi ll apply to h i s c ase j ust how i t will w o rk out
,

wi th h i s c o n d i ti on s Th e ch ie f s e rvice o f th e s al e sman
.

’
i s oft en inve st i g atin g th e customer s c on d i ti on an d th en
po int in g out j ust how thi s p ar t icul ar art icl e wi ll mee t
“
h i s p ar ticul ar nee ds We oft en h ear in b usine ss My
.
,

bus iness i s p ecul ia r my ca s e i s diff eren t

,
In th e main .

featu re s i t i s n ot d iffe r en t fr o m a thous an d oth e rs ; in

a few sp ecial d et ails wh ich loo m bi g in th a t man s
,
’

min d i t i s d ifferen t an d th e s al e sman must first of all

, ,
’
fin d out how to a dj ust th e off erin g to th a t man s tiny
48 HUMA N NA T URE I N BU S INES S
d iffe r ence s wh ich s eem to h im so bi g an d im port ant .

A ft e rwar d h e may t ak e up th e g eneral ar gum en ts ,

wh ich fr o m th e outs i d e s eem so mu ch m o re im port an t .

Th i s i s p artly du e to th e mech anical fac t th a t wh at i s

very nea r to a man looks bi g to h im an d wh at i s fa r ,

away look s small ; b ut p ar tly also i t i s du e to human

, ,
’
natu re s natu ral love fo r m on opoly fo r some th in g ex ,
“
elus ive An a dverti s in g man who s ays
. I will d ivi de
my time be tween y ou an d four oth ers will n ot h ave ,
“
nearly a s mu ch a tt ent i o n a s o ne who s ays I will ,

do all y ou r a dvert i s in g w o rk j ust a s mu ch a s i f I were

i n y our exclus ive employ ; b ut i t will c ost y ou onl y $2 5
”
a m onth . F ro m th e p rice th e buye r kn ows th a t oth er
,

w o rk must be done but i t i s wi sdo m o n th e p ar t of th at

,

a dver ti s in g man n ot to ment i o n th e oth er w ork B e .

caus e o f th e low price th e c usto me r wi ll o verlook th e

unmen t i one d fac t th a t a do zen oth er s are g e ttin g th e
s ame so rt of s e rvice in d ee d inevi t ably must g e t i t
, , .

Th e s ame p rinci pl e w o rk s out in th e s ame way in

s ell in g l imi t e d e d i ti on s of b ook s in exclusive a gencie s
, ,

an d in all th e ran g e o f p ecul iar p rivil e ge includin g th e ,

i d ea of pol i tical pull wh ich a man bel ieve s i s h i s alone

am on g many who wi sh i t .

3 T h e H a bi t o f O b e d i en c e t o C o m m a n d
. Al l p e r .

son s a s ch ildren ar e t raine d in th e h abi t of obeyin g

c omman ds an d th e grea t maj o ri ty of w o rk er s are em
,

l
p y o e e s do in g th e bi dd in g of a ve ry f ew exec ut ive s .

Th ere fo re all th ei r l ive s th e maj o ri ty of p er son s are

,

d rill e d in th e h abi t of obe d ience to c o mman d I n a .

c ountry l ike Germany wh ere every abl e b odie d man

,
-

must s e rve in th e army th e h abi t of obe di ence i s even

,

mu ch stron ge r th an i t i s in th i s c ou nt ry We h ave .

alr ea dy n ot e d th e e ff ec t of h abi t o n th e old soldier who

d r opt h i s pota to e s an d mutto n o n th e gr ou n d wh en
“ ”
a j ok er call e d out th e c ommand A tt enti on ! In all
 PRA CT I CAL P RIN CI PL ES OF A PP EA L 49

g ame s th e c o mman ds of th e ca pt ain are m ost impo rt an t

in th e winnin g of vic tory .

In d eal in g wi th human natur e in b us ine ss th e d i r ec t ,

c omman d tak e s a dvant a g e of th e h abi t of obe dience .

“ ”
S i gn h e r e ! spoken in a firm an d c o mman d in g tone
make s th e p er so n a dd rest want to S i gn becaus e i t st arts
thos e brain cu rrents alon g th e p ath of th at h abi t of
-

obe dience wh ich i s so d ee ply cut by l i felon g exp erience .

Th e r e tu rn c oupo n wi th i ts pl ace to S i gn be fo re mai l

in g or th e r e tu rn post al car d s eem s a s il en t c omman d
,

wh ich is cert ainly power ful th e th e mere matt e r of ,

c onvenience i s also an impo rtant c on s i dera ti on Th e .

“ ”
qu ie t s il en t v o ice s ayin g D o i t ! D o i t ! D o i t ! i s fa r
, , ,

be tt e r th an th e loud an d in si st en t v o ice wh ich may

awaken th e ob st inacy of human natu re th e disin cl in a ,
‘

t i on to be b oss e d P e opl e l ike to follow th e c o mman ds

.

of frien ds of rea son of thos e who s eem to kn ow m o re

, ,

th an th ey do Th e kin d of c omman d th at i s e ff ec t ive i s

.

th e c om man d th a t i s l ink e d wi th l ea d er sh i p in a c omm o n

c a us e th e c o mman d of th e football capt ain who i s in
,

S p irin g an d c o mman d in g a t th e s ame t ime Wh e r e n o .

r ea l autho ri ty can exi st st imul at i on must be great e r

,

th an c omman d b ut sudd enly j ust a t th e r i ght t ime

, , ,

th e wo r d of c omman d tou ch e s th e h abit cent e r o f -

obe dience in th e brain an d brin gs re sults I t i s wh a t .

“ ”
s al e sman call clos in g a ft er th e custome r h a s been
,

l e d st ep by st e p u nt il o nly a small st e p r emain s to be

t aken S udd enly a s th e customer h e si t at e s a t th a t l a st
.
,
“ ”
st e p th e s al esman s ays D o i t ! an d h e do e s i t be fo re
, ,

h e h a s time to r eflec t ; th e l i felon g h abi t of obe d ience

to c omman d is stron g e r th an doub tin g an d un s at i sfied
r e ason .
5O HUMA N NA T URE IN BU S IN ES S
A s s i gn m ent V I I

To i llustr at e th e d ictum th a t l ik e be g e ts l ik e let ,

us in t e rview t en p erson s in su cce ssi on we wi ll s ay , ,

sol ici t in g sub s cri pt i on s to a s chool p ap er or s ell in g ,

t ick e ts fo r an en t er t ainmen t or w ork in g up in t ere st for

,

a thl e t ic suppo rt or to v olun tee r fo r some sp ecial w o rk

,

th a t i s to be a ss i gne d In th e ca s e of five of th em we
.

wi ll go st rai ght an d blun t to th e th in g d e sire d ; an d in

th e ca s e of th e oth e r five we will st ar t wi th a pl eas ant
w o r d ab out so me th in g in wh ich th e p erso n a ddre st i s
kn own to be int e r e st e d o n th e th e o ry th a t t akin g an
,

in tere st in h i s a ff ai r will in du ce h im to t ak e an int ere st

in y our a ff ai r M ak e n ote s of th e r e sul t in each o f th e
.

t en ca s e s .

To i llustr a t e th e p ri nci pl e o f th e m on opoly a rr an g e ,

some in t e r e st in g ac ti vi ty of th e cl a ss or s chool or , ,

family or bus ine ss in wh ich you wi sh to t ak e in t en

, ,
“
p erson s To five o f th em s ay We wan t to g e t t en p er
.
,

son s o f whom y ou a r e to be o ne
,
to th e oth e r five s ay ,
“
We are go in g to do so an d so an d so an d p a rt icul a rly ,
”
wan t y ou to be in o n i t s ayin g n oth in g wh at eve r ab out
,

th e oth e r nine M ak e n ot e s o n eac h int e rview an d re

.

port r e sults .

I n th e l ast cas e afte r y our a r gumen ts try to clos e

, ,
“ ”
by sudd enly s ayin g C o me put y our name down !
, ,

h avin g y our sub s cr i pt i on l i st all rea dy or wh a t ever i t ,

may be wi th p encil in h an d Mak e i t a qu ie t qu ick

,
.
, ,

ment al effort enti r ely fr ee fr o m all Vi ol ence of a ss e rt i on .

Q u e s t i o n s o n t h e P r a c t i ca l A pp ea l

1 I llustr a t e th e p rinci pl e
.
“
L ike bege ts like .

2 Wh a t i s th e impo rt ance of en thus ias m in s al e s

.

man sh i p an d how i s i t p r odu ce d in oth e rs ?

,
“ ”
3 Wh a t i s th e
. g an g sp iri t an d how do e s i t apply
-

in b us ine ss ?
 P RA C T I CA L P RIN CI PL ES OF A PP EA L 51

4 Wh a t i s th e e ff ec t of a calm j udicial a tt itud e

.
, ,

an d wh en i s th at requ ire d ?
5 H o w i s th e p rinci pl e of m on opoly to be us e d in
.

mak in g a s al e s app eal ?

-

6 H o w i s th e l ikin g fo r wh a t i s u niqu e c oun t e r

.

bal ance d by th e fo rce of c on s ervati sm an d how must

,

th e sal e sman a dj ust th e bal ance in mak in g a s al e s

a pp eal ?
7 I llustrat e th e valu e of new po ints of View in r e
.

g a rd to old th in gs Wh a t are th e l imi t at i o n s of n ov

.

c l ty ?
8 H ow can th e h abi t of obe d ience to c omman d b e
.

us e d in makin g s al e s ?
9 H ow do th e r e tu r n c oupo n an d re tu rn posta l car d
.

w o rk in to th i s p rinci pl e ?
 P R O P O RT I O N AND EMP H A S I S

TH E min d of man i s p rac tically cap abl e of g ivin g

a ttent i o n to only o ne th in g a t a time I f I am t alkin g
.

wi th my wi fe ab out an impo rt an t ma tte r an d y ou rush ,

up an d be g in to t ell me a story u nl ess y ou s ecu re my

,

atten ti o n I s hal l n o t h ear a wor d y o u s ay any m o re

th an if I we r e d eaf If I am a bus ine ss man in an
.

o ffice an d five or s ix p er so n s are t ryin g to sp eak to me

,

a t one an d th e s ame t ime I can g ive att ent i on to only

,

one an d probably will turn to th e p e rso n who sp eak s

,

m ost loudly an d in s i st en tly ( imme d iat ely bec o min g d i s

guste d by h i s loudne ss an d in si st ence an d th r owin g ,

h im out ) or I may g ive my a tt ent i o n to a p erso n st an d

,

in g p e rfec tly still wi th fold e d arms a ttrac t e d because

,

h e i s doin g some th in g differen t fro m th e r est .

A tt en t i o n h avin g been s ec ur e d it m ust be h eld u n

,

br ok en un ti l th e a rgu men ts or a pp eal h ave h a d time to

s ink in You may st at e y our ca s e cl early an d fully ye t
.
,

if n ot en ough t ime h a s p a ss e d for th e m or e or l e ss slow

w ork in g mind to t ak e in th e im p re ss i on th ere will be ,

o nly a va gu e p ic tu re l e ft Wh en a camera i s us e d to
.

t ak e a p ictur e th e pl at e must be expos e d j ust th e ri ght

l en gth of t ime I f th e t ime i s too sho rt th ere will be
.
,

n o p ic tu re a t all but only a c on f u s e d c oll ect i on of

,

ma rks ; o r i f th e exposur e h a s been too lon g th e p ic tu re ,

will blur an d ru n in to a c on fus e d ma ss Th e min d of .

an oth e r p erso n must b e expos e d to y our ar gu men t j ust

th e r i ght l en gth of t ime i f th e be st eff ec t i s to be s ecu re d .

A sho rt story wri t e r wi ll pr e s en t o ne p ic tur e in h i s

-

52
 P ROP ORT I ON A ND EMP HA S I S 53

ima gina tive crea ti o n a fte r an oth e r He may be abl e to

.

s ay wh a t h e h a s to s ay in th e fir st t en l ine s ; b ut i f n ot
en ough t ime h a s p a ss e d for th a t p ic tu re to mak e i ts
photog raph ic imp re ssi on h e k ee ps o n us in g w o r ds s ay ,

in g th e s ame th in g o ver an d over in d i ff erent form s an d

fr o m di fferen t po in ts of view t ill h e kn ow s h e h a s got
th e r i ght d evelop ment wh en h e p ass e s on to th e next
,

ima g inat ive p ic tu re .

Th en th e s al e sman l e tt e r wri t e r or a dve rt i sement

,
-

writ e r a s well a s th e publ ic sp eak e r or t each e r must

,
-

j udg e nicely th e p r op er po rt i on to g ive each ar gu ment

o r ima g ina tive a pp eal He i s p aint in g a p ic tu re o n th e
.

min d of an oth er ; th e fo re gr oun d must be l ar g e r th e ,

back gr oun d s mall er to creat e th e i llusi on of p ersp ec

,

t ive ; arm s an d l e gs must be of exactly th e ri ght s ize th e ,

s mal l d e t ails must be fill e d in wi th j ust th e ri ght full

ne ss or c ompl e tene ss so th e l ar g e or main po ints will n ot
be b urie d or th r own into ecl i ps e .

In s p eech we g e t th i s propo rt i o n by emp hasis Em .

ph a si s t each e s us to p i t c h ou r v o ice s j ust so th ey will

be h e ar d c om fo r tably acc o r din g to th e su rr oun d in gs ,

acc o r d in g to th e na tu ral h earin g of th e p er so n we a d

d re ss an d acc o r d in g to th e import ance of ou r subjec t
,
.

In wri tin g we g e t th e s ame eff ec t by th e vi gor o f our

l an gu a g e by cap i t al l e tt er s o r i t al ic or by putt in g a
, ,

thought into a very sho rt p ar a graph .

C or rec t em ph a s i s d e p en ds on kn owin g th e c o n d i t i o n
an d na tur e of th e min d of th e p erso n a ddre st Wh en .

we kn ow th a t an in stin c t gu i d e s us P er sonal s al e s
, .

men h ave th e g rea t a dvan ta g e of s eein g b e fo re th eir

eye s th e p er son to who m th ey sp eak an d a dj ustin g th ei r
emph a si s acc o r d in gly an d l ikewi s e t imin g each i tem of
,

th eir app eal c orrectly j ust so a s to mak e th e imp re ssi on

,

cl early an d th en p a ss on Th e writ er must go out an d

.

s ee typ ical hu man bein gs of th e kin d h e i s to wr it e fo r ,

54 HUMA N NA T URE I N BUS IN ES S
un t il in h i s ima ginat i on h e can s ee th em see th em so ,

vividl y th a t h e can s eem to feel j ust how mu ch to write

an d j ust ho w str on gly to emph a size i t Th a t i s why a .

wr it e r must be en dowe d wi th a str on g imag inat i on He .

m ust be abl e actu a lly to s ee h i s c usto me r s i tt in g in th e

ch air bes i d e h im .

S ince c o r r ec t em ph a si s in wri t in g i s a m or e d i ffit

matte r l e t us c o n si d e r th a t for a few m o ments
, .

Fi rst wh a t i s al rea dy in th e min d of th e p er so n who

,

wi ll r ea d th is wh a t c o mp e ti to r s ar e cl am o rin g for h is
,

att en ti o n wh a t gene r al d eman ds on h is thought ar e

,

l i k e ly ?
To g e t a tt entio n th e importan t th in g is to s en d th e
,

a pp eal in some way th a t i s d iff eren t fr o m th e r e st n ot ,

.

en ough di ff eren t to be freaki sh b ut j ust en ough to ,

c r ea t e a fre sh s ens a ti on in th e brain .

Th en wh a t fou r or five th in gs c on st i t ut e th e whol e

p ic tu re an d how lon g can I d e p en d o n hold in g th is
,

p art icul a r rea d er s att en t i on ? I f I kn ow h e will rea d

’

only a twen ty l ine l e tter I must p r opo rt i on my ar gu

-

men t so I can g e t i t all in to twen ty l ine s I f h e will .

r ea d a tw o — p a g e l e tt e r why I must proport i o n i t s e

, ,

c o rdin gl y .

Kn owin g th a t th e min d p ays a tten ti on to only one

th in g a t a t ime I must c on s i d er each po in t in th e p re s
,

en t at ion I m ust d rive i t in j ust h ar d en ough so i t wi ll

,

bec ome cl early fix t in th e l en gth of t ime a t my d i spos al ,

an d th en I must p a ss o n to th e nex t po int g ivin g each ,

i ts du e p r eport i on A t th e en d I kn o w th at I h ave get

.
,

each e ss en tial poin t in i ts p r op er s ize o r p r opo rt i on I ,

have d riven i t un d er th e skin so th at i t will stick an d ,

I h ave n ot in dulge d in an exce ss th at will creat e a

revulsi o n a g ain st me .

U su ally I g ive a sk el e ton ar gu men t acc o rd in g to ,

rea son an d th e r ul e s of logic To s ave time I c on .

 P ROP ORT I ON A ND EMP H A S I S 55

stan tly r e sort to th e imag inat iv e me thod of us in g w ords

or p ictu re s th at wi ll st art curren ts in th e brain alon g
th e p a ths of h abi tu al a sso cia t i o n for th ey ar e th e
,

qu icke st el emen ts in any app eal I f my time i s r e du ce d

.

to an in stan t my onl y ch ance l ie s in an ima g inat ive

,
’
p ic tur e l ike thos e us e d by Cream o f Wh ea t or P ea rs
S o ap an d my w hol e thought i s to fin d a p ictur e th a t
,

will s e t a s many of th e b r ain c u r r ents to m ovin g as pos

-

s ibl e th a t a r e good for my b us ine ss obj ec t B ut gr ea t .

care must b e t aken to s ee th at th e r e a r e n ot any c ro ss

c ur rents .

I n o r d e r to ec o n o mize t ime so th at we may pr e s e rv e

our proport i on th e v ery name of th e th in g should sug
,
“ ”
g e st i ts qu a lity .H ow to D o B us ine ss by L e tt e r wa s
sel ec t e d a s th e name of th a t b ook becaus e i t told so ,

cl early th e natur e of th e b ook I t wa s th e be st a dv er

.

tisin g ca t c h l ine th a t c ould be d evi s e d so th at n o sp ecial

-

or a ddi t i onal o ne wa s nee d e d Th e ch aract e r of th e

.

typ e us e d should h arm onize wi th th e thought an d so ,

fa r a s poss ibl e th e p ap e r o n wh ich i t i s p rin t e d th e ,

ma g azine wi th wh ich i t i s a sso ciat e d e t c e t c ,

.
,
.

S u cce ssful em ph a s i s an d p r opo r ti on in d icat e th e t ru e

arti st who i s ma ste r of h i s cr a ft an d kn ows th e human
, ,

min d .

A s s ignm e nt V III

By way of illustra t in g th e p rinci pl e s o f proportion

an d emph as i s l e t us try th e followin g exp erimen ts
,

L e t th e t each er o r a stud en t r ea d th e nex t s ect i on in

an ab solut ely even tone of vo ice wi thout emph asi s an d
, ,

le t each membe r of th e cl a ss a ft e rw ar d writ e down

a s good an acc oun t of wh a t h e h a s h ear d a s possibl e .

Th en l et th e t each e r o r a stud en t rea d a c on d en s e d

an d unemph as ize d summary of th e po in ts an d a t th e ,
56 HUMA N NA T URE IN B U S IN ESS
en d l e t th e membe rs of th e cl a ss g ive an acc oun t o f wh at
th ey h ave h ear d .

Th en l e t th e t each e r r ea d th e en tire s ecti on with

emph a s i s an d a view to makin g every member of th e
cl a ss un d erst an d every po in t an d expl ain o r emph asize
,

by sp ecial remarks any po r ti o ns th at in h i s kn owl e dg e

of th e cl a ss are n ot l ik ely to be und er stood L et us
.

s ee how mu c h m o re int ell i g en t an acc oun t th e membe rs

of th e cl a ss can n ow g ive of th e s ec t i on
.

I t should be u n d e rstood th a t int erim r eadin g o f th e

s ec t i on i s p r oh ibi t e d Th e first tw o ex p eriments can be
.

t rie d o ne d ay th e final ex p erimen t a s ec on d d ay an d

, ,

o n a th ir d d ay th e th ree s e ts of r epo rts can be r ead

tog e th e r an d c om p are d Th i s pl an will h elp to ma st e r
.

an im po rt an t s ec ti on an d a t th e s ame t ime illustr a t e

,

th e pr inci pl e s of th i s one .
 A N A LY Z IN G A B U S I N ES S

TH E a dver ti sin g an d s ellin g s i d e of a bus ine ss i s i ts

m ost vi t al p art N o man can make a su cce ss of h alf a
.

dozen d i fferen t u n famil iar busine sse s a t o n e t ime an d ,

n o stud en t of a dverti sin g an d s al e sman sh i p can mak e

a su cce ss of h i s study unl e ss h e sp ecial ize s o n ON E
B US IN ES S an d t rie s to g e t to th e b ottom of th at
,
.

Unl e ss h e do e s c oncen trat e o n so me one bus ine ss th ere ,

i s n o poss ibl e ch ance th a t h e will g e t to th e b otto m of

anyth in g .

Wh a t sh all th a t one bus ine ss be ? Lo cal c on dit i on s

an d circum st ance s must d et ermine I t mi ght well be .

th e s chool p ap er th e su cce ss of wh ich in a bus ine ss way

,

a cl a ss mi ght d evot e its elf to Or i t mi ght be some

.

lo cal busine ss su ch a s th e sho e b usine ss in a g rea t sho e

town l i k e Br o ckton Ma ss Wi th in d ivi du al stud ents i t
,
.

mi ght be wh at ever busine ss th ey ex p ec t to ent e r .

I f n o sp ecial b usine ss o ffers n oth in g c ould be bett e r

,

th an a study of th e gr o cery bus ine ss fo r wh ich a full ,

s erie s of p ractical exerci s e s h a s been w o rke d out in

an app en d ix Gr o cerie s are univer s al an d gr o cery
.
,

sto re s can alway s be foun d A p er so n s m oth er at home

.
’

can an swer m ost p ract ical qu e sti on s an d in th e mail ,

ord er gr o ce ry cat alogs a wri tt en t ext b ook o n th e gro cery

-

busine ss i s wi th in th e r each of all .

H owever in a cl a ss i t w ould be well a ft e r th e p re

, ,

l iminary study of hu man na tu re th at h a s been mad e

up to th i s po int to t ak e a v ot e on th e busine ss to be
,
58 HUMA N NA T URE I N BU S I N ES S
analyz e d an d h avi n g d eci de d upo n i t to foll o w it
, ,

through to th e en d wi thout d eviat i o n .

I f poss ibl e i t shoul d b e a bus ine ss in whi ch custome rs

,

can be call e d o n p e rsonally for or al s al e s pr act ise .

M or e d i st an t custo me rs shoul d be a pp eal e d to by l ette r

alon g th e s ame l ine s a s th e or al a pp eal i s ma d e Adv er .

tisin g ei th e r by newsp a p e r or h an dbills distr ib ut e d fro m

,

hous e to hous e should be call e d fo r in th e natur e of the

,

bus ine ss i f all roun d pr acti s e is to be aff o r d e d

-
.

Runn in g a s mall newsp a p er of any k in d a ff or d s ideal

p rac t i s e Th e r ea d e rs may b e in t e rviewe d wi th th e i d ea
.

of fin d in g out wh a t s e rvice th e newsp ap ers can r en d er

th em Th en th e e d i to rial s i d e should pro cee d to r en d e r
.

th a t s e rvice On th e ba s i s of th a t s e rvice an a pp eal

.

shoul d b e ma d e in o ral sal e sman sh i p for sub s c ri pt i ons ,

an d also for a dve rt i sin g in i ts c olu mn s Wh en th a t .

a dv e rti s in g i s s ecur e d th e d e p a rtmen t should study th e

,

b usine ss e s o f th e a d ve rt i s e rs so as to t each th em to
sh a p e th ei r a dve rt i sin g so i t wi ll brin g r e turn s an d
mak e th em will in g to c on tinu e T ime may pr even t
.

m u c h p e rsonal s al e s sol ici tin g for sub s c r i pt i on s but

-

wh a t can n ot be done p er sonally can be done by l e tte r ,

an d th e s al e s tal k will furni sh pr eci s ely th e best mate

-

r ial fo r th e l e tt e r .

F i rst oral s al e s t alk th en Written s al e s t alk th e se two

,
-

,
-

alt e rna tin g m or e or l e ss throu ghout th e w ork i s th e ,

r i ght c ombinat i on I t is impossibl e to kn ow wh a t

.

p e opl e want an d how th ei r min ds ac t wi thout ac

, ,

goin g to s ee th em an d t alkin g wi th th em Only .

th i s in fo rmat i on h a s been receive d can su cce ssful ,

l e tt e rs be wr i tt en Oth e r l e tt er s should u su all

.

an swer s to c orr e spon d ence r eceive d Th e .

l ett e r wr i tin g i s th e c onvers at i onal styl e an d

'

-
,

an d t alkin g i s th e v e ry b e st way in whi ch to l

c o nv e rs at i onal styl e is .
 A N ALYZ IN G A B US IN ES S 59

He r e i s th e syst em of analys i s fo r any b us ine ss an d ,

th e wri t e r h as us e d i t wi th su cce ss in th e study of

s eve r al hun dr e d S ome t ime s o ne po in t i s of m o re im
.

port ance th an an oth e r o r i s of n o impo r t ance a t all ;

,

but allowance s must be ma d e in a c o mm o n sen s e way -

.

Th e study of c o mp e ti ti o n g ive s a b ro a d outlook an d

some th in g for c omp ari son In th e ca s e o f a p at en te d
.

inven ti on or a c opyr i ghte d b ook th er e i s th e in direc t

,

c omp e t i ti o n of all oth er d evice s an d all oth e r b ooks .

Mod e rn b oo ks m ust c omp et e with all th e cl a ssic s Al l .

th in gs th a t are n ot in di sp en s abl e c o mp et e wi th each

oth e r fo r a pl ace in th e li fe an d min d of in di vi du als for ,

o ne p er son can mak e us e of o nly a v e ry few of all th e

good th in gs th a t may be aff ord e d S h ee r l ack of brain
.

power to th ink of th e th in g may p reven t i t fro m g e tt in g

even fi rst atten ti on Th e import an t th in g i s to g e t a
.

t ru e c o nce pt i o n of th e r el at i on of th e b us ine ss to th e
actu al w o rld Only wh en su ch a tru e c oncepti o n h as
.

been acqu ire d i s th ere any ch ance for pr ac t ical gr asp

of th e vi t al p r obl em s .

Th e a dver t i sin g outlook i s so mu c h b ro a d e r th an th e

p ersonal s al e sman sh i p outloo k th a t in th is c on si d erat i o n
we should be gui d e d by th at We first start wi th th e
.

b r o a d e st View an d gr a du ally narr ow down to th e

,

d et ails th a t int en s ive study mak e s in tere st in g A dv er .

tisin g s kim s th e fi el d s al e s l e tte rs be g in to w or k i t

,

sli ghtly wh il e p er sonal s al e sman sh i p w o rk s i t in th e

,

m ost in tens ive way th a t is poss ibl e Wh ich is in

.

p rac t is e m ost im po rt an t must be j udge d in di vi du ally

in each ca s e B ut in our study we st art with th e br o a d
.

outlook an d nar r ow down to th e d e t ails wh en we h av e

really gra sp e d th e r el at i on of th e b us ine ss to th e
outs i d e w orld .
 HUMA N NA T URE IN B US IN ES S

S y s t em of A na ly s i s

1 . Wh a t i s y ou r c omp et i t i o n ? I w ould n ot r e fe r
direc tly to y our c o mp e t i to r s in any s al e s app eal but I -

must a dd re ss a c usto me r in whos e min d are th e ar gu

ments of y our c om p e ti to r s You must kn ow wh a t th ese
.

a rgu ments a r e an d go ab out s ayin g th a t wh ich wil l

,

o ff s e t or c ou n t erbal ance th em in th e min d of th e c us

to me r I f y ou h ave to c o mp e t e wi th lowe r p rice s i t i s
.
,

nece ss ary to t alk fran kly on th e subjec t of pr ice s an d

po in t out in a c o mm on s ens e way th a t y ou r custo me r
-

can t a ff o r d to t ak e th a t wh ich c osts l e ss an d i s c or

’

r esp o n din gl y l owe r in q u al i t y an d wh y or ho w h e will

,

mak e m o re m oney in th e en d by p ayin g a l i ttl e m or e

an d g e ttin g so me th in g th at i s ri ght .

2 . Th en y ou should c on s i d er wh a t y ou h ave th a t
n ob ody els e in y ou r t erri to ry h a s You may s ay .
,

N oth in g Unl e ss y ou h ave so me th in g th at y our cus

.

tomer can t g e t a s c onvenien tly fro m anyb ody els e y ou

’
,

h ave n o ba s i s to a sk for m o re th an y ou r na tu ral sh are

o f b usine ss You may g ive be tt e r s e rvice y ou may
.
,

even g ive o nly a pl ea s ant e r manner an d fairer trea t

ment . A dvert i s in g wh ich k ee ps th e c ustome r c o n
,

s t an tl y in fo rme d i s a s e r vice
,
You must fin d out wh a t
.

it i s th a t make s o ne o f y our good c ustomer s g ive y ou

h i s bus ine ss in p re ference to g ivin g i t to th e oth er fellow
—n ot wh a t y ou th ink ought to mak e h im b ut wh at y ou ,

kn ow from actu al investi gati on does make h im '

Th e th in g y ou h ave wh ich n ob ody e ls e rea lly h a s

( w h e th e r anyb od y e ls e can g e t i t o r n ot 1
? an oth e r
matt er ) i s wh a t really mak e s a man buy fr o m you an d ,

wh ich y ou ought to d rive ho me h ar d e st of all in y our

s al e s a pp eal
-
.

3 T alk i s n ot en ough howeve r to g e t ord e rs

.
,
A r gu ,
.

ment must be suppl ement e d by p r oof You m ust c on .

 A NA LYZ IN G A BU S IN ESS 61

s i d er how to p r ove y ou r cl aim s an d i f y ou can make ,

y our cl aims in th e te st im onial w o r ds of oth er p e opl e ,

even i f you can t quot e th ei r name s y ou h ave gaine d

’
,

a spl en d i d poin t .

A bunc h of c o nven t i onal t e stim onials in s ma ll typ e i s

worth l ittl e even i f you can g e t th em an d us e th em a t
,

a ll Get a t e stim onial th at i s really a spl en di d r ec o r d

.

of fac ts an d pl ay i t up in good typ e wi th a cl ea r bl ack

,

l e tt er h ea d in g Or re p r odu ce s al e s o r d er s or g ive
.
-

r ec o r ds of sa l e s or A NY F A C T S T HA T WI LL T END
,

TO P ROVE Y OUR C L A IM S Rec ords of fac ts th a t .

will p a ss in a l aw c ou r t are wh at you wan t n ot p rai s e ,

“ ”
or any form of hot air ei th e r of y our own o r of
,

anyb ody els e .

4 A sk a man to do so me th in g ea sy th a t h e can
.

r ea sonably do an d mak e i t a s easy for h im to do i t a s

,

y ou can A re tu rn post car d carryin g a t rial o r d er or

.
-

a bi t of in fo rmati on you ought to h ave i s a good th in g ,

an d y ou should h ave a p rint e d post car d fo rm to us e -

a s oft en a s poss ibl e wi th y ou r s al e s l ette r s D o n t fo r .

’

g et to be V ERY CL EA R A ND S P ECIFI C a s to wh at
you wan t do ne an d p r ovi d e a c onvenien t way D on t
,
.
’

a sk a l ar g e d eci s i on wh en a s erie s of small d eci s i o n s can

be sub stitut e d an d don t a sk a man to c o mmi t h im self
,
’

b eyo n d recall wh en y ou kn ow th at wh a t h e g ets o n

a pp r oval h e will wan t to k ee p an d p ay for .

5 Ge tt in g y our fac ts ri ght i s mu ch m o re im port an t

.

th an th e w o r d in g of y our s al e s t alk o r l e tt er o r circ ul a r

-

, , ,

or a dver t i s emen t an d i f you h aven t th e p rece d in g fou r

,
’

po in ts i t do e sn t matt e r mu ch how well y ou w ord y our

,
’

app eal .

B ut i f y ou h ave th e r i ght ba si s c on s i d e r th e follow ,

in g po ints in c onnec ti on wi th th e w o r din g

( a ) Have y ou c o vere d even in a brie f l e
,
tt e r eve ry ,

point wi th ab solut e cl earne ss j ust a s you would expl ain ,

62 HUMA N NA T URE I N BU S IN ES S
to a ch ild ? I t i s a mi st ak e to a ssume th a t eve ry b usi
ne ss man kn ows th is tha t or th e oth e r an d th a t i t w ould
, , ,

b e fooli sh to r e fe r to su ch poin ts Wh en a man i s .

r ea din g h a st ily h e wants eve ryth in g be fo re h im or else

h e is l ikely to o verlook some th in g because i t i s n ot cl ear
en ough for in stan t p e r ce pt i on D o n t c om p el h im to
.
’

fi gur e out wh a t i s wan t e d L e t h im s ee a t a gl ance

. .

’
I t i s us el e ss to w ri t e a l e tt e r so shor t th a t i t do e sn t
t ell y our story You can al ways em ph a s iz e y our stron g
.

po in ts in th e l e tt er an d t ell th e c ompl e t e story in an

a ttach e d pr int e d circul a r I n any ca s e th e story m ust
.
,

b e told c om pl e t ely en ough to produ ce c onvic ti on .

b
( ) D o y ou pr e s en t y our po in ts i n th e c orr ec t ord e r
o f sal e s a pp eal ? N amely
-

C r ea tin g d e sir e in gener al for th e s e rvice you ar e

pr e p ared to giv e ;
S howin g how y our pl an w orks so th a t p e opl e can ,

dep end on th eir own c omm on s en s e j udgmen t a s to th e

-

l ikel ihood th a t y ou a r e r i ght ;

Backin g up y our st at emen t by proofs ;
Throwin g a p e rsonal to ne into y our app eal so th a t
a c ustomer wi ll feel l i k e do in g wh a t y ou ask ;
En d in g wi th a qu ick s a fe an d ea sy me thod o f c o m
, ,

plyin g wi th y our wi sh e s In mak in g a s al e wh en y ou

.
,

kn ow you can t hold h im in c ourt an d do n ot wish to

’
,

you may ev en s i gn a man s name for h im p rin tin g i t i f

’
,

y ou pl ea s e so th ere will be n o sugg e st i o n of imi t at i on .

( )
0 D o y ou st r o n gl,
y th e briefly em ph a s iz e F
,
A C T S
th at wi ll cat ch a tt ent i o n a t th e outs e t an d fix i t ; or in
a l ett e r do you emph a s iz e mere w o r ds wh ich will h ave
n o meanin g unl e ss your l e tt e r i s r ea d th r ough ? Ca p i t als
an d th e un d e rs c or e should b e us e d to mak e thr ee or
four prominent facts st an d out so th ey will ca t ch a tt en
"

t i on a t th e v ery fi rst gl ance Th ey t ak e th e pl ace of

.
 A NA LYZ IN G A B US IN ES S 63

bl ack l e tte r h ea ds in a circul ar n ot emph a s ize d w o r ds

-
,

in c onve rsa ti on .

d
( ) A r e y our stro n g e st po in ts put in ve r y short
p ara g ra phs ( o f tw o or thr ee l ine s each )
( )
e I s y our t a l k or l e tt e r or circ ul a r of th e pr ec is e
l en gth th a t th e p art icul ar cl ass of p e opl e y ou are a d
—
d re ssin g w ould l ik e sho r t an d c ri sp fo r b us ine ss men ,

lon ge r an d m o re d e t ail e d for th e slower min de d ? In -

any cas e h ave y ou told y our whol e story wi th prop e r

,

emph a sis ?
(f) I s y our a pp ea l ,
w h e th e r or a l or wri tt en,
en t h u

s iastic en ough ? Ex t reme ene rgy of ex p re ss i on i s n ec es

sa ry to mak e a man f ee l l i k e o r d erin g in m ost cas e s .

S eldo m do e s a t ame l e tt e r or a t ame t al k do m u ch good .

'

(g ) Th e man w ho h a s d e v el o p e d a b us ine ss p ar t way

to c ompl e t e su cce ss kn ows m o re ab ou t i t th an any oth e r
human bein g o n ea rth an d h e i s th e o ne who kn ows
,

m ost ab out th e meri ts of h i s goods h i s c omp e t i ti on an d

, ,

h i s custo me rs Th e outsi d e r who w ould su ccee d mu st

.

cl in g ve ry clos ely to th e man who r eally k n ows th e

bus ine ss ; h e must be merely a m outhp iece Th en wh en .

h e h a s p er fec t e d h i s canva ss or wr itt en h i s l ett e r h e ,

should be ve ry s en s i t ive in ob s e rv in g wh e th e r i t s eem s

j ust ri ght to th i s man who kn ows m ost ab out th e bus i

ness Th e points cri ticize d by th a t man may n ot be
.

th e r i ght one s but h i s unea sine ss i s p retty su re to in d i

,

ca t e th a t so me th in g i s wron g wh ich ought to b e r i ght e d .

 I nt ro du ct o ry

TH E F O RM O F T H E LET T ER

WHEN a g entl eman who is well dr e st neat and in -

, ,

t ell igen t lookin g st e ps into an office h e i s l ik ely a t o nce

-

to be acc ord ed th e att en tion a g entl eman should h ave ,

an d i t is favor abl e a tten ti on I f h i s trous e rs ba g h is

.
,

c oll a r is di rty or h i s h air uncut h e also a ttr acts a tten

, ,

t i on but i t i s unfav or abl e att ent i o n ev en susp ici on and

, ,

a f eel in g of c on tempt Th e c omm o n h erd th a t a r e

.

nei th e r good n or ba d g e t li ttl e attenti o n o f any k in d .

Th e form of a l e tt e r mak es alm ost exac tly th e s ame

impre ss i on I t i s a ma tt e r o f ar t wh e th e r i t h a s good
.

marg in s a prop e r proporti onat e d r op fr o m th e top and

, ,

even a rr an gemen t of p ar a g ra phs s alut a ti on e t c an d i s

, ,
.
,

c orr ec t in e ve ry l i ttl e d et ail o f punc tu at i on A l e tte r .

wh ic h i s l ik e th e punc til i ously dre st g en tl eman c om

mands imme di at ely th e a tt en ti on nece ss ary to g e t its
c on t en ts prop erly r ea d an d c o n s i d e r ed Pe opl e g ive .

su ch h a sty gl ance s to l e tt e rs wh en th ey a r e r eceive d in

la rg e n umbe rs th at th e first im pr e ss i o n i s a lm ost th e

key to first su ccess .

Margin s are a ma tt e r of a rt Th e top of th e l e tte r

.

should n ot loo k cr o w d e d b ut a t th e s ame t ime th e ma ss

,

o f th e l ett e r should n ot drop belo w th e cent e r of th e

p ag e Th e d a t e l ine should be well up unl e ss th e l ett e r
.
-

h ea d i s a l a rg e an d h eavy one I f th e l e tt e r i s short

.
,

th e s i d e ma rgin s should b e wi d e but i n typ ewri tt en

-

l ett er s neve r l e ss th an an inch o n th e l e ft an d th ree

quart ers o f an inch o n th e r i ght an d p a r a gr a ph in ,

den ta tio ns ab out th e s ame P en wr i tt en l e tt e rs may

.
-
68 HUMAN NAT URE IN BU S I NESS
h av e l e s m argin an d l e s indent a tion s ay th r ee
s s ,

qu a rt e rs o f an inch T h e be st lookin g l e tte r h as th e

.
-

effec t of ab out th e s ame margin all a round excep t tha t

th e r e may be a l i ttl e m or e a t th e b ottom .

S p ac ing is so mewh a t a matt e r o f ta ste bu t sin gl e ,

sp ace d typ ewr i tt en l e tt e rs should h av e a doubl e sp ace

be tween p a r a gr a phs an d ab ove an d belo w th e s aluta ti o n .

Pen wr i tten l e tt e rs do n ot nee d extr a sp acin g

-
.

T h e dat e l in e shoul d alway s be pl ace d to th e r i ght o f

-

the cen te r line of th e p a g e ; i t should includ e th e ful l

-

,
—
a d dr e ss str ee t town st at e a s well a s th e d at e wr i tt en
, ,

an d punc tu a t e d thus : N ov 5 1 91 9 Wh en it i s lon g we .

,
.

“ ”
abb r evia t e th e m o nth wh en short we d o n ot Omi t th , .

Th e r o f th e p e rso n writt en to is usu all y

a dd e s s

p l ace d a t th e top of th e l e t te r o n th e l eft h an d s i d e -

,

flush wi th th e mar gin in n ot l e ss th an tw o n or m or e ,

th an thr ee l ine s Th e town in th e sec on d l ine may c ome

.

flush wi th th e ma rg in or be in d en t e d a s a p ar a gra ph ,

and a th i rd line i f in d ent e d a t all shoul d be in d en t ed

, ,

as m u ch m or e so a s to pr e s en t a pl ea s in g slop e to th e
,

righ t I n so cial an d s emi so cial b us iness l e tt e rs the

.
-

name an d a dd re ss may c o me a t th e en d fl ush with the ,

l e ft h an d ma rgin an d th i s i s usu ally c on s i d e r e d be st

-

,
“ ”
wh en th e name ( a s My d ear M r Jo ne s ) i s us e d in .

th e s aluta t i on Th e be st b us ine ss usa g e do e s n ot ins i st

.

o n th i s howeve r
,
.

T h e sa lut at i o n should alway s c ome fl us h wi th th e

l eft h an d mar g in I t is old fa sh i one d to in d en t
-
.
-

An d i t should be followe d by a c om a in so c i al l e t
usu ally an d a c olon in bus ine ss l e tt ers Th e
,
.

still t aught in some s chools ,

ne ss p r ac tis e an d th e c olon an d d ash ,

use d ar e n ot c on si d ere d by car e ful I

,

as g ood a s th e c olon alo ne .

 TH E F ORM OF TH E L ETT ER 69

TH E NAT I O NAL C AS H R E G I S T ER C O M P A NY

Dm ox fi mo . uer c h e

Ir . h
S e r wi n Co d y .

h
C i c ago . I l l .

De e r Hr . Cod y
I h av e Ju s t re c e i ve d y o ur

l e tt er of l ar c h 4 .

I s ti l l f eel o ur Da yt on

'

pe o pl e c ann o t be i n t e re s td
e in thi s

at t he pr e s e n t ti m d e an th e r e f or e

d o no t a dv i s e at mp t i g
te n it .

V y t
er l y ru y o ur s ,
7O HUMA N NA T URE I N BU S I NES S
In b us ine ss l e tte rs Dear S ir for s in gl e men
, ,
”
Gentl emen for c omp anie s or firm s an d Dear ,
”
Ma d am for all w omen a r e st an d ar d an d e st abl i sh e d .

“ ”
Th e old or En gl i sh fo rm Dear S ir s i s out of d ate ,
“ ”
an d Dear Mi ss i s t ab oo ; b ut for y oun g girls Dear
Mi ss Jone s wi th th e name i s use d wh enever th er e is
, ,

any exc us e for i t .

I n so cial l e tt er s or s emi so cial b usine ss l e tt er s -

My ,
”
d ea r Mr Jone s i s a l i ttl e m o re fo rmal th an Dear Mr
. .

”
Jone s ,
an d b oth a r e d e s i r abl e wh en th ere i s a cer tain
d e gr ee of p e rso nal acqu aint ance In very formal .

“ ”
o fi c ial l e tt er s S ir alone may be us e d b ut o ccas i on s
, ,

for i t ar e ve ry very few ,

.

T h e b od y of a l e tt er shoul d be g in a s a p ara gra ph .

Th e old e r styl e of be g innin g th e b ody of th e l e tt er

d irec tly u n d e r th e en d of th e s alut at i on i s r ap i dly p a ss
in g out of us e Th e p ara gra ph in d ent ati on should vary
.

fro m five typ ewri t er sp ace s to t en acc o r din g to th e size

of th e l e tt e r b ut for c omm on l ett e r wri t in g ab out ei ght
,
-

sp ace s i s m ost d e s irabl e P en w ri tt en l e tt er s h ave

.
-

sl i ghtly l e ss in d ent at i o n a s a rul e fro m h alf to thr ee ,

qu art e rs of an inch .

T h e c lo s e for a bus ine ss l e tt e r should st art j ust to th e

l eft of th e cent e r of th e p a g e only th e first w ord should ,

b e g in with a cap i t al l e tt e r an d i t should be followe d by

,

a c omma Yours truly i s th e c omm one st formal busi

“
.
”

”
ne ss clos e Ve ry t ruly y ou r s i s a de gr ee m or e c or
,
”
d ial an d Co r d ially y our s i s j ustifie d in l ett e rs in
,

wh ich a cert ain in t imat e p ersonal r el ati on sh i p i s sug

g e st e d a s between a s chool p rinci p al an d h i s prosp ec t ive
,
”
pup ils . S incerel y y ou r s should be r e s e rv ed for so cial
l ett e rs or bus ine ss l ett e rs to actu al p er sonal frien ds ,
“ ”
wh il e su ch a clos e a s Faith f ully yours has an in di
vidu al p e rsonal tou ch su i t abl e for a somewh a t a ggr e ssi ve
p ro fe ss i onal man for examp l e .
 TH E F ORM OF TH E L ETT ER 71

PROFES S I ON AL S TYLE, ARRA N GEMEN T S UITED TO LON G LETTER

72 HUMA N NA T URE I N BU S IN ESS
The ign ature shoul d always be cl early l egib
s

i t is prin t e d o n th e l ett e r h ea d I t i s a gr ea t n uis ance

-
.

to g e t a l e tt e r fro m a man an d n ot be ab l e to mak e out

“ ” “ ”
h i s name Wo men should pl ace Mi ss or M rs
. in .

p a r enth e s e s be for e th ei r name s in wr i t in g to str an ge rs ,

or s i gn th ei r p er sonal name an d wri t e th eir

name wi th Mr s below in p arenth e s e s I t i s . .

harra ss in g n ot to s ay rud e for a w o man to s i

, ,

l ik e a man or fai l to in d icat e wh e th e r sh e i s

,

sin gl e .

T h e e nv elop should h av e th e a ddr e ss in th e

h alf well sp ace d out th e b ody of i t a l i ttl e to th e
, ,

o f th e cent e r but nev e r c rowd e d up a g ain st th e r i ght

,

han d mar gin Th e nam e th e str ee t th e to wn th e st at e

.
, , ,

should eac h h av e a l ine to i ts el f wi th good sp ace be tween ,

i t and th e nex t it em Th e l ast i t em should be an ei ghth

.

to a qu a rt e r o f an i nch fro m th e b otto m of th e envelop

th e fi rst it em a trifle ab o ve th e mi ddl e an d th e sp a ce ,

b e tween equ ally d i vid e d be tween th e i tem s Th e ends .

o f th e l ine s except th e l a st may h av e c o mma s or n o

, ,

punc tu at i on Pe r i ods a r e w ron g

. I f th e a ddr es s 18 .

lon g i t i s d e s i r abl e to put o ne i t em in th e lowe r l eft

,

h an d c orne r o n th e s ame line as th e st at e ( th e l ast

,

l ine ) .

Th e p u n c tu a t i o n o f a l e tt e r is for mal an d c onv en

t ion al a s f a r a s th e op enin g an d clos e are c o nce rne d .

I n th e b ody of a l e tte r th e c o mma i s us e d only wh en

r equ ire d to mak e th e meanin g cl ea r A s a rul e th e .
,

l ett er s o f p erso ns tr aine d on b ook rul e s a r e over -

punct ua t e d Wh en n o c on fusi o n wi ll r e sul t i t i s j ust i

.

fiabl e to em it a c omma r e g a r dl ess of a rul e Tr an s .

pos e d ph ra s e s an d cl ause s wh en short nee d n ot be set

o ff by c o mma s ye t c o n t ra st or d i st inc t i o n may al way s
,

be shown by in s ert in g a c o mma r e g a r dl e ss o f ru l es In , .

b us ine ss l e tt ers th e e ss ential rul e s a r e v e ry few .

 TH E F ORM OF TH E L ETT ER 73

Rul e s fo r C o m m a s
Rul e 1 Wor ds ph ra s e s an d cl aus e s in a tru e s e ri e s
.
, ,

should be s ep ara t e d by c omma s includ in g a c o mma ,

”
be for e an d p rece d in g th e l a st it em ( o mi tt in g th e
“
c omma be for e th e an d th e still c o mm on i s n ot n ow
, ,

r eg ar d e d a s th e be st us a g e ) .

Rul e 2 Cl aus e s an d p art ici p ial ph ra s e s th a t are

.

merely ex pl ana to ry are s e t off by c o mma s wh il e thos e ,

wh ich are r e st rict ive a r e n ot set off .

Rul e 3 Tr an spos e d w o r ds or cl aus e s are s e t off by

.

c omma s unl e ss short so th a t n o c on fus i o n w oul d be

,

l i k ely
.

Rul e 4 W o rd s or phr a s e s thro wn into th e s en t ence

.

are s e t o ff by c omma s .

Rul e 5 In c om pou n d s en t ence s a c o mma should pr e

.
,
” “
ce d e th e an d or or i f th e subjec t of th e l a st p a rt i s
ex p rest ( a tru e c o m pou n d s en t ence ) an d sho ul d ,
“ “
nearly always pr ece d e but o r be us e d be for e an d ,
“ ”
o r or wh en i t i s followe d by so me d i sj unct ive w o r d
“ ”
l ike also ( i f in d ee d a s emic olon i s n ot r equire d ) I f .

cl aus e s a r e shor t an d clos ely c onnec te d n o c omma s nee d ,

be us e d even wh en requ ire d by th i s rul e an d wh en th ey ,

a r e lon g an d g r oup in g by c omma s will h elp ea sy r ea d

,

in g c omma s should be in s ert e d even wh en th ey w oul d be

,

c on tr a ry to th e rul e .

Rul es fo r S em i c o lo n s
S emic olo n s a r e us e d for only th ree purpos e s to s e p ,

ara t e s ent en ce s wh ich are sho r t an d clos ely r el a te d ; to

s ep arat e groups of w o r ds wh ich are th ems elve s sub
d ivi d e d by c omma s ( a s i t em s o f goods in an o r d er wh en
“ ”
th ere a r e s evera l de s cri pt iv e i t em s ) an d be fo re b ut
”
an d oth e r di s j un ct ive w o r ds l ik e an d also in c om
poun d s en tence s wh en th e s ec on d p a rt i s st r on gl y c on
t raste d .
 HUMA N NA T URE IN BU S IN ES S

Rul e s fo r Co l o n s

Colon s a r e us e d only a fter s alut at i o ns an d words

“ ”
equ ival en t to a s follows Th e d a sh in di cat es an ab
.

rupt t ran si ti on o r i s us e d a s a mild c olon to p rece de

,

su mmaries . Oth er mark s do n ot o ff er d iffic ulty but ,

r equ ir e me r ely a ttent i o n to th eir us e .

H o w t o S t udy Pu n c t u a t io n
With th e s e rul e s en g rave d d ee ply an d p ermanently
o n th e min d expl ain each punc tu ati o n mark in th e le t
,
-

t er s in th is b ook .

H o w to Ma s t e r th e Fo rm of L ett ers
Th e b e st exerci s e on th e fo rm of l ett er s i s to c op y th e
m od e l l e tte rs th r ough th i s b ook t ill th i s can be done
wi thout e rror an d in h an dsome art i stic fo rm T en .

a d oz en l e tte rs of difi eren t kinds should be c op ie d .

T H E C O N V ERS A T I O N A L S T Y LE IN L ETT ER
W RI T IN G
N a tura l an d Ea s y Ways to B egin a B u s i n es s L ett e r *
D ON T b e g in a ll y ou r l ett e rs in th e s ame well w orn
’
-
,

s t ere oty p e d f as h i o n a s
:

,
“
In re ply to y our e steeme d l e tt e r of th e 1 2 th in st we ,
”
be g to app ri s e ;
I n an swer to y our l e tt er of th e 5th in st we h ave th e ,
”
hon or to in fo rm y ou
“
We are in poss e ssi o n of you r favo r of th e 2 8th Feb .
,

to wh ich we h a st en to r e ply
“
Your e st eeme d l e tt er of th e 1 6th in st i s duly to .

”
h an d in wh ich y ou a dvi s e me to t ak e good n ot e ;
,
“
Re ferrin g to y our e steeme d c o mmunicat i o n of th e
”
1 6th in s t pl ea s e s en d
,
.

YOU W OU L DN T T A L K L IK E T HA T D on t wr i t e
’
.
’

li ke th at .

T h e Righ t Wa y
B e gin a t once on wh at you h ave to s ay an d ackn owl ,

e dg e inci d ent ally th e l e tte r you are an swerin g F or .

exampl e be gin ( i f th e l ett e r c ont ain s an o r d er )

,
“
We th ank y ou c o r d ially fo r th e o r d er c on taine d in
you r l etter of th e 1 6th in st j ust a t h an d b ut wi sh to , ,
”
inqu ire .

I f l e tt er a sk s a fav o r of some kin d be gin ,

“
We h ave rea d y our s of th e 1 6th care fully b ut can ,
”
n ot s ee ou r way a t p re s en t to gr an t y our r equ e st ; o r ,

‘T h e u s e of capi al t l e tt e s in r th e te t
x y ll st t
h a p p il i u ra es th e
l
p e c u ia r i n te n s ifi e d em p h a s i s h c a ra c t e i sti c
r of
“
b s e ss
u in E ng i h ls .
"
76 HUMA N NA T URE IN B U S INES S
We fully a ppr eciat e all y ou s ay in your l ette r
”
th e l 6th in st j ust r eceive d b ut
,
or , ,
“
I should very mu c h l ik e to do wh a t y ou a sk in
”
l ett e r of th e 1 6th in st but ,
.

I f th e l ett e r a sk s in for mation b e gin to g ive th e in ,

mat i o n a t once
“
Y e s we h ave su ch a mach in e a s y ou de s cribe in y ou r
,

l e tt e r of J anu ary 1 6th an d are s en d in g y ou ou r cat alog

, ,

in wh ich y ou wi ll fin d full d e s cripti o n of i t o n p a ge

or ,

We a r e s en din g y ou our cat alog in wh ich y ou will ,

fin d th e in for ma t i o n y ou a sk for in y ours of th e 1 6th

”
p a g e s 000 an d OOO ; or ,
“
I t g ive s us pl ea su re to quot e y ou on th e a rt icl e s
”
men t i o ne d in yo ur favor o f th e l 6th in st a s follows : ,

etc .

N a t u ra l an d Eas y Way to Cl o s e a B us in es s L et t er n

D ON T cl os e your l e tt e r wi th a s e t phr a s e th a t
’

custo me r will s ee ev e ry time h e g ets a l ett e r

an d so kn ow th a t i t mean s n oth in g B usine ss l e tter s .

too short to be fill e d with w ords th a t d o n ot mean

m ost th a t w or ds can mean .

D on t s ay :
’

Trust in g we may h av e a c ont inu ance of y our valu

”
p a t r ona g e we are y our m ost obe d ien t s ervants ; o r
, , ,
“
S ol ici t in g y ou r furth e r o r d e rs we r emain Dear , ,

o r,

Trust in g th i s will be s ati sfactory we a r e ,

.

S ay anyth in g th a t i s na tu ral frien dly an d in tell i , ,

“
g en t an d do n ot in s i st o n en d in g y our l e tt e rs wi th we
,
”
i

a r e or we r emain Th e s e are n ot ba d w o r ds but

.
,

th ey a r e gr eatly ove rw o rk e d Get varie ty an d in telli .

gen t meanin g into th e en ds of your l e tters .

 TH E C ONVERS A T I ONA L S TYL E 77

Th ankin g y ou c or d ially fo r you r ord er we r emain , ,

i s a st an dar d fo rm th a t may be use d wh en a mere fo rm

i s requ ire d .

“
We sh all b e v e ry gl a d if th e quot a ti on s we h ave
given mee t y our r equ iremen ts and y ou wi ll fav or us ,
”
wi th y our o r d e r T ruly y ou r s
. .

“
I f you nee d anyth in g m or e in our line we hop e y ou ,
”
wi ll r emember us Ve ry trul y y ours
. .

We a r e anx i ous to d o eve rything we can for th e

c onvenience an d acc omm od ati on of our customer s an d ,

hop e y ou will r emembe r us wh en y ou h av e fu rth e r

”
o r d er s to pl ace .

“
We hop e we h ave su ccee d e d in pl ea s in g y ou an d ,

trust y ou will aff o r d us an oth e r oppo rtuni ty of s e rv in g

y ou .

I f th e l e tt er i s n ot one r equ i r in g wh a t w oul d c orr e

sp en d to a g race ful b ow o n th e p art of a s al es man t akin g
“ ”
l eave o f a custome r s imply wri t e ,
You r s t ruly ,
“ ”
Yours fai thfully or wh a t ever fo rm s eems m ost ap
,

prop ri e t e an d s i gn y ou r l e tt er Th e h abi t o f alway s

,
.

forcin g in some meanin gl e ss clos e i s a ba d o ne Pol it e .

ne ss an d a pl ea s an t manne r a r e always a ppr eciat e d ,

however i f th ey a r e g enu ine Th e m o men t th ey b e

,
.

“ ”
c ome mach ine ma d e th ey los e th eir for ce Th e r e fore
-
.
,

he g enu inely pol i t e in a ll y our l e tte rs a s w ell a s in y our

p ersonal d eal in gs .

H o w to Ac q u ir e an Ea s y Bu s in e s s S t yl e

N EV ER US E I N A L ETT ER W ORD S YOU

W OUL D N OT U S E I N C ONV ERS A T I ON .

Th ey make y ou r l e tt e r s eem st iff an d fo rmal an d pre ,

vent y ou r g e tt in g into sym p athy wi th th e man or w oman

to whom you are writ in g .
78 HUMA N NA T URE I N BU S IN ES S
Words to be av o i d e d are : S ame ( a s
sa me ) h erewi th be g e st eeme d appr i se
, , , , ,

Th ere i s a s impl e method by wh ich y ou can

ea sy an d na tu ral styl e in l e tt er wri tin g -
.

Ima g ine th a t y ou r custo mer i s s i ttin g oppos it

T alk to h im in y ou r l e tt er j ust a s y ou w ould i f h e
s at th ere Never us e a w o r d in wri t in g th a t y ou
.

n ot u se in t alkin g Plu n g e a t once into wh a t

.

to s ay S ay i t natur ally an d wi thout e ffort

. .

y ou s ay everyth in g your customer will wan t to

Wh en y ou h av e s ai d wh at h e will w an t to h ea r stop ,
.

Ex am pl e
M r John J one s
.
,

Pu eblo Colo
,
.

D ea r S ir
Re plyin g to y our e steeme d fav or o f th e 6th in s t ,

be g to a dvi s e y ou th a t a t p re sen t w r i tin g we are out

Me r ch an t b r an d all w ool so cks of th e s ize you men ti
-

but c o ns i gnmen t i s n ow en r out e to us an d we ex p ,

h ave a full sto c k n ot l at e r th an th e 2 0th We a r e .

in g y our ord e r an d a s soo n a s goods a rriv e we wi ll

,

same our prom pt att en t i on .

H op in g th i s will be s ati sfac tory we r emain ,

Yours fai th fully ,

Th e B url ey Me r ch an d i s e Co L t d .
, .

A B e tt er S t yl e
Mr J ohn Jone s
.
,

Pu eblo Col o
,
.

D ear S ir
We are very so rry to s ay th at j ust a t th i s m omen t
do n ot h ave in sto ck Me r ch an t b r an d all w ool so cks of -

si z e men ti one d in y ou r o r d er of th e 6th We h av .

 TH E CONV ERS A T I ONAL S TYL E 79

sh ip ment on th e way an d exp ect to r eceive i t in a ve ry

,

few d ay s A s soon a s th e goods a rr ive we wi ll fill y our

.

or d e r an d d i sp a t c h i t a t th e ea rl ie st poss ib l e m o men t .

We trust y ou will suffe r n o inc onvenience fro m the

sh ort d e l ay . Ve ry t ruly yours ,

Th e B u rl ey Me r ch an d i s e Co Ltd .
, .

Ve ry s impl e n ote s are oft en w or ded in awkwar d c om

mercial phr a s e s S ti ff formal i ty i s e sp ecially ob jec
.

tionab l e wh en th e o cca s i o n i s u ni m port an t .

S ec ret a ry
’
s L e tt er of Ac kn l
o w ed g m en t
D ea r M adam
M r Jone s r equ e sts me to ackn owl e dg e r ecei pt o f th e
.

b ook y ou were so kin d a s to l eave ye st er d ay an d to st at e ,

tha t h e h op e s to s ee y ou soo n an d th an k y ou in p e rso n .

Re sp ec tfully y ours ,

Re qu e sts ackn owl e dg e r ecei pt

,
” “
st at e ar e ,

comme r cial iz e d w ords an d so to be av o i d e d in a n ot e l i k e

thi s wh ic h should h ave some g race an d l i t e r a ry good

,

manne rs He r e i s a b e tt e r ve rs i on
.

D ea r Madam
Mr Jone s wi sh e s me to th ank you for th e b ook y ou
.

k in dly l e ft ye st e rd ay a t h i s o ffice He wa s sorry th a t h e .

was out a t th e time but a sks me to say th at h e hop e s to

,

see you v e ry soo n and th an k y ou in p er so n .

Ve ry trul y yours ,

S i m pl e L e tt er Encl o sin g C h ec k t o Pa y a B i ll

Original
Gen tl emen
We be g to enclos e our ch eck for to c ove r y our
invoice of Jul y 1 4th wh ich we enclos e Pl ea s e r ecei pt
,
.

the inv o ice an d r e turn to us a t y our ea rl y c o nv en i en ce ,

and beli ev e us ,
Yours truly ,
80 HUMA N NA T URE IN BU S IN ES S
Ch an g e d

Gentl emen
We a r e enclos in g our check for in p
o f th e acc o mp anyin g inv o ice Will y ou kin dl y ackn
.

edg e recei pt ?

We th ank y ou in a dvance Yours truly

.
,

Th e sl i ght ch an g e s in this l e tt e r d o n ot am oun t to

mu ch th e fi rst t ime or th e s ec o n d t ime b ut th e thous an dth
,

t ime th e accumul at e d i mpr e ssi on i s v a st .

A L tt er o f En d o rs em en t
e

P oor
D ea r S ir
I h av e r ecei ved a c op y o f your b ook en ti tl e d B us i
”
ne ss C o rr e spo n d ence an d be g to a dvi s e th a t I h ave
,

am in ed i t wi th ca r e I fin d it a r emark ably
.

an d use ful w ork full of c omm on s ens e i d ea s

,
-

fitt e d to b e foun d on th e d e sk of any c orr e spon d

Pe rmi t me to c on gr a tul a t e y ou o n y our su cce ss i n
re g ard .

Yours t ruly ,

B etter
D ea r S i r

I h ave b een r ea ding you r b ook o n B us ine ss Corr e

an d i t h a s in t e r e st e d me m or e th an a ny
”
spon d ence ,

th in g els e o n th i s su bjec t tha t I h ave s een for a

t ime Your sugg esti on s a r e full of c omm on sen s e
.
,

I am sur e th ey wi ll r eally h elp any c orr espon d ent

may ap ply th em to h is own w ork Th ey h ave .

me an d I am ea g e r to s ee anyth in g e ls e o n th i s
,

y ou may wri t e .

Co n gr a tul a t in g y ou I am ,
S incerel y y o urs ,
 TH E C ONV ERS A T I ONAL S TY E L 1

I n qu i ry
A n s w er t o an

Th e foll o win g l e tte r is gi ven as a m o del in a r ecen t

ook o n b us iness l e tte r wr i tin g -
.

to y our c omm unicati on o f Dec l st with .

,

th e ch aract e r an d b us ine ss sta bil ity of a

firm in th i s ci ty w ould s ay th a t upo n i nve st i g a
,

we fin d s ai d fi rm to be fin ancially emba rr a ss e d an d ,

rly d ev o i d of hon o rabl e r el iabl e b usine ss pr inci pl e s

,
.

can n ot r ec ommen d y ou to do b us ine ss wi th th em .

Ve ry truly yours ,

Re s erv e and r e str ain t shoul d always ch ara c t eriz e a

l e tt e r l ik e th is Gr ea t e r fo rce oft en lie s in wh at is l e ft
.

un s ai d .

Gen tl emen
On r ecei pt of y our l e tt e r of Dec l st we made in v esti .

g a t io n s an d
,
a s a r e sult we do n ot r ec o mmen d c r e d i t
t ran s act i o ns . Yours truly ,

The T el egraphi c Styl e

T his is p oor
D ea r S ir
I enclos e h e r ewi th r e turn c op y o f l ea s e favor J H . .

Jo ne s s ame h avin g been execut e d on beh al f of this c om

,

p any Pl ea s e d el ive r to owne r an d ackn owl e dg e r ecei pt

.
.

h ere of . Yours truly ,

H erewit and her e o f ar e good w or ds to av oi d

“ ”

esp ecially th e l att e r Wh a t i s th e objec ti on to a sim pl e

.
,

str ai ghtforward st at emen t in natur al En gl i sh ? Th e fol

lowin g is short e r a s well a s sim pl er
D ear Sir
Will y ou k in dly h and to J H Jone s the enclos ed l ea se
. .
,

wh ich h a s b een duly execut e d by th e Comp any an d ,

ackn owl e dg e y our r ecei pt of i t Yours trul y .

,
82 HUMAN NA T URE I N BU S IN ESS
C o llo quiali s m s an d S lan g

S ince busine ss l e tt e rs ar e wr i tt en i n c on v ersa ti

En gl i sh th e st an d ard of pur i ty is d iff e r en t fro m
,

wh ic h a ppl ie s to l i t e r ary En gl i sh .

S l an g may be d efine d a s w ords or phr as e s wh i ch

a tou ch of vul g ar i ty ab out th em wh ic h proh ibits
us e in w r i tin g of any k in d an d also in c onve rs a ti,

Collo qu ial i s m s a r e ho mely ex pr e ssi o n s wh ich do

sho ck th e r e fine d ea r in c o nv e rs at i on bu t wh ich are ,

of pl ace in ca r e ful l it era ry c om posi t i on s .

Collo qu ial i s ms may be us e d in l e tt e r wri t in g i f n e -

sa ry to mak e th e meanin g cl ea r and for ceful but sl ,

sh o ul d be stri c tly av oi ded .

AN I LLU S T RA T I V E C H A I N O F LET T ERS

The In qu iry
C r anfor d ,
N H . Mar ch 30, 1 919 .

Me ssrs J one s
. Co .
,

B oston ,
Ma ss .

Gen tl emen
I wi sh a dr e ss ma d e to ord e r and wr i t e to kn ow wh ,

y ou can do for me D o you s en d s am p l e s of s

.

dr e ss goods ? An d d o y ou h ave anyth in g wh ich

-

styl e s and h ow to t ak e mea sur ements ?

Obl i g e ,

( M rs ) B e rth a M S mi th . .

T h e Resp o n s e

B oston ,
Mass ,
April 1 , 1 91 9 .

Mrs . B erth a M S mi th
.
,

Cr an for d ,
N H
. .

Dea r Ma d am
In acc or dance wi th your r equ e st o f Mar ch 30 we t ak e ,

pl ea sur e in s en d in g y ou our spr in g ca talog un der s e p ~

 TH E CONV ERS A T I ONA L S TYL E 83

ar ate c ove r includin g a l ar g e varie ty of s ampl e p iece s

,

of summe r d re ss goods r ep re s en ting all th e l at e st an d

-

pr e ttie st weave s .

We b el ieve th at we carry th e l a rg e st line o f h i gh gr a d e -

“ ”
dr e ss goods in th i s c ou nt ry an d th e name Jone s i s
-

a syn onym f or excell ence a t a m oderat e p rice I f y ou .

wi ll w ri t e us m o re in d e t ail we sh all h ave th e grea te st

,

plea su re in a ssi st in g y ou to make a su i t abl e s el ec ti on .

W e trust we may hea r fro m y ou a g ain in a short t ime .

Yours very truly ,

Jone s Co .
,

By S D . .

I t is n ot n ece ss ary to be sti ff even i f you are formal

a bu s iness l e tt e r In th i s l e tt e r an d th e oth e rs in
.

ch apt er c ollo quial i sm s w ould be out of pl ace You

,
.

t alk to a str an g e l a dy in th e same free styl e y ou

would to an in t imat e fri en d .

T h e Ord er

A pril 9, 1 919 .

Gen tl emen
I h ave d eci ded to h av e a dr e ss ma d e of th e goods l ik e
th e enclos e d s ampl e in you r styl e N o 997 I will h ave
,
. .

i t f ull s ilk l ine d p rice $ 40 exac tly a s d e sc r ibe d in th e

-

, ,

catalog I h av e fill e d out a mea sur emen t bl ank an d

.
-

en clos e i t .

I don t s ee how I can b e quit e sur e th a t the dr e ss wi ll

’

fit me u nl e ss I h av e tri e d i t on I th ink I may go to .

B oston th e l att e r p a rt of th e m onth an d if you can h ave ,

i t r ea dy I might try it on th en .

Ve ry truly y ou rs ,

( Mr s ) Ber th a M S mi th . .
84 HUMA N NA T URE IN B US IN ES S

A c k n o w l edging th e O r der
D ea r Ma d am A pril 1 1 191 9 , .

We th ank y ou for your orde r o f A pr il 9 an d sh all hop e

to pl eas e y ou in ev e ry way in fil lin g it You will re .

membe r howev e r th a t it i s sta te d in our ca talog th at at

, ,

l ea st h al f th e pr ice of a ma d e to ord e r g a rmen t must - -

p ai d in a dvance We a sk th i s n ot only of y ou b ut
.

eve ry one for y ou can r ea dily un der st an d th a t th i s

,

th e only prot ec t i on we h ave Wh i .

ments may alway s be r e tu rne d an d m oney will be

fun d e d we can n ot tak e b ack ma d e to ord e r g a rmen ts
,
- -

exch an g e th em .

W e gu a r an tee h owev e r th a t we will g iv e y ou a p

, ,

f ee t fit an d th a t y ou will fin d th e w orkm a nsh i p

,

styl e unexce pt i o nabl e in eve ry way I f th e dr e ss is .

made pr eci s ely a s y ou ord e r it y our m o ney will be re ,

fu n d e d pro m ptly You will s ee th e r efor e th at y ou too

.
, , , ,

a r e fully prot ec t ed .

Th e m ost c o nvenien t Way will b e for you to s end

en tir e am oun t in a dvance I f y ou wi sh howeve r y ou .
, ,

may s end h al f an d th e oth e r h al f will be c oll ec te d wh en

,

th e goods a r e d el iver ed .

A s soo n a s we h ea r fro m y ou we will be gin w ork a t

o nce an d i f y ou a r e to be in B osto n y ou can call and
,

h ave th e dr ess fitted in our w orkroo ms .

We hop e we m ay b e ab l e to pl eas e y ou .

Yours trul y ,

Jone s Co .

T h e In quiry
M on tp eli e r Vt Jan 1 0 1 91 9 ,
.
, .
,
.

Cov en try S u p ply H ous e ,

C oven try N Y ,
. .

Gentl emen
I h ave y our cat alog an d h ave looke d a ll through i t
,

to fin d th e k in d of gun I want but i t d o e s n ot s eem to be,

 TH E C ONV ERS A T I ONA L S TYL E 85

th ere All th e gun s d e s c ribe d in th e ca ta log ar e r ifle s

.
,

a n d —
I wan t a l i ght shotgun a good gun for l ittl e m oney .

D o you h ave any gun s of th i s k in d ?

D o y ou sell furs ? My wi fe wan ts to us e so me in mak
in g up a jacke t I f you do n ot h an dl e th em can you
.
,

t ell me wh ere I can g e t th em ?

I sh all be v ery mu ch obl i g e d i f you wi ll l et me h ea r
fro m y ou im me diat ely .

Ve ry truly yours ,

Martin Fish e r
*
.

T h e Re s p o n s e
J an . 1 6, 1 91 9 .

Mr Ma rtin Fi sh e r
.
,

M on tp el ie r Vt ,
.

De ar S ir
We susp ec t from your l e tt e r o f J an u ary 1 0 th a t you
do n ot h av e our r e gul a r wi nt e r cat alog an d t ak e pl ea ,

sur e in s en din g y ou a c op y un d e r s e p ar at e c ove r .

P robably th e cat alog to wh ich you re fe r i s our sp ecial

ca t a log of r ifle s in wh ic h n o shotgun s a r e d es c r ibe d If .

you wi ll look o n p a g e s 95 96 of th e cat alog we ar e sen d -

in g you y o u will fin d a n umbe r of shotgun s de s c ribe d

,

an d quot e d S ome are p rice d v e ry low in d ee d ye t we

.
,

ful ly gu a r an t ee eve ryth in g we s ell an d y ou may be sur e ,

th at y ou will fin d n oth in g b e tt e r o f i ts kind o n th e

mark et .

We do n ot h an dl e fu r s n ot ma d e up in to g a rments .

F or th e skin s we w ould r e fer y ou to Me ss rs Bac k Becke r .

,

Co Wa sh in gto n S t ree t B oston

.
,
I f y ou a sk th em for ,
.

”
s cr aps an d t ell th em exactly wh a t us e y our wi f e
wi sh e s to mak e of th em p oss ibly you can g e t small ,

Ob s e th at t he rv sp o n s e i f u l l
e t s n d h l pf l t h e t h
re s c o u r eo u a e u e
subj t m tt s m s im p t t H d s f h
, , ,

ec -
a er ee un or an l d n t ff d ea o o u s es co u o a or
to w i t e s u h l tt s b t em p l y ee s
r c e er t l w s l u i m y osil y b e
a o a a r es a ea
a ef ull y p rep ar ed l e tt e rs m a y b e
,

t ai d t d
r ne a d
o o so , n c r d apted so a s a
to be s ed m a y ti m s
u n e .
86 HUMA N NA T URE I N B U S I NES S
p iece s a t a low p rice wh ich ex pen wi ll s e rv e a s we ll a s
s ive whol e sk in s .

We hop e y ou will look our catalog through ca r e fu lly

a t y our l ei sure fo r we kn ow y ou will fin d many ex
,

c el l en t bar g ain s We carry only new an d h i gh cl ass

.
-

sto ck an d p ermi t ou r c ustome rs to re turn a t our ex

, ,

p en s e any art icl e th ey do n ot fin d exactly a s re pr e sent ed

, .

I f a t any time you receive any goods

y ou the we h ave fill e d your ord e r exactly a s y ou h ave
,

s en t i t st i ll y ou can r e tu rn th e goods an d we wi ll r efu n d

,

y our m oney l e ss forwa rdin g ch ar ge s We ar e always

, .

pl ea s e d to an swe r qu e st i o n s an d wi ll do ev e rythin g in ,

ou r p ow e r to a i d y ou .

Yours truly ,

C oven try Supply House .

A s s ign m en t IX
S upposin g th a t we h ave s el ec te d a b usine ss wh ich we
h ave stud ie d wi th ca r e so th a t we can a pply to i t th e
S y st em of A naly s i s an d h ave chos en so me o ne i t em of
,

goods wh ic h we un d erst an d well en ough so th a t we

kn ow wh a t qu e sti on s c ustomer s mi ght a sk l e t u s ,

1 F ormul a t e th e qu e st i o n or a lly an d th en in a l ett e r

.

of inqu iry ,

2 A n swer th e qu e stio n or ally and then i n a l e tt er

.
,

r e plyin g to th e inqu i ry ,

3 In r e ply to N o 2 pl ace a c o n d i t i onal ord e r fi rst

. .
,

st a t in g th e ord e r o rally an d t h en in th e form of a l e tt er ,

4 A c kn owl e dg e th e ord er in an a ppr eciat ive way

.
,

fir st or ally th en in a l e tte r
,
.

5 We may r e p ea t th e s e four st e ps in th e study of

.

an oth e r i t em of goods an d i f nece ss ary a th i rd i tem

, ,

u nt il th i s int erch an ge of busine ss can be execut e d wi th

so me t ac t hu man feel in g an d int ell i g ent symp athy
, ,
.
 O RDERI N G GO O D S A N D H A N D LING
IN Q U I RI ES

Tw o Kin ds of L et t ers—B uying and S ellin g

—
I N b us ine ss th e r e are tw o th in gs b uyin g an d s e ll in g .

buyin g c o ns i sts in kn owin g wh a t to b uy an d ,

th e onl y impo rt an t th in g in buyin g i s to sp eci fy every

th in g y ou wan t an d mak e i t p e rfec tly cl ear j ust how
y ou wan t i t .

B uyin g l ett ers should be j ust a s b rie f a s possibl e

-

th ey can t be too brie f in th e mere matter of w o r ds i f

’

th ey c ove r cl early every e ss ent ial po int .

S ell in g l e tt er s o n th e oth er h and must be a s lon g as

-

, ,

—
th e p r osp ect ive custo me r wi ll r ea d an d must d i spl ay all
th e fin e a rt an d h i gh e st skill in l e tt e r wri t in g I t is in -
.

th e s e l e tt e rs th a t th e fine a rt of b us ine ss En gl i sh i s di s
pl aye d an d in wh ich th e tru e art o f a dve rti s in g must be
,

c on st antly exe r ci s e d .

O rd ering Go o ds

I n ord e ri n g goods be sur e to

1 Mak e a l i st o r ar r an g e in a c olu mn if th e r e are
.
, ,

s ev e r a l i t em s to av o i d c o n fus i o n
, ,

2 Give s ize s styl e s an d all oth e r d e t ai ls y ou poss ibly

.
, ,

can or cl ea rly expl ain wh at you want

, ,

3 S t at e how m oney i s s en t o r ho w y ou int en d to

.
,

mak e p ayment ,

4 In d icat e wh e th er sh i p ment i s to be ma d e by mail

.
,

expr e ss or fr ei ght Remembe r th a t i f goods ar e to b e

,
.

87
88 HUMA N NA T URE IN BU S IN ES S
s en t by mai l m oney should usu ally acc omp any th e order
, ,

includin g an allowance for th e post a g e .

Th e l e tte r can n ot b e too b ri ef but it must b e cl ear ,

an d c ompl e te .

A Po o r L e tt er Or d ering Go o ds
Ashford , ‘ F eb . 8, 1 91 9 .

Whittingto n Cc .
,

New York 2
.

Gen tl emen :
Pl ea s e s en d a s soon a s poss ibl e Ran d McNally s atl as 3 -
’
,

a d oz en h an dk er ch ie fs five cak e s of so ap an d some , ,

wr i t in g p ap e r an d a h alf a do zen p en s S en d as soo n as

-
.

‘
1 5
y ou can an d I will p ay o n arrival
,
.

Yo urs tru l y ,

Ma rtha M art in .

1 The add r e ss is n ot su flic ien t since the st a te is

.
,

o mitt e d I f th e to wn i s small always gi v e th e c ounty

.
, .

2 A l ways giv e the str ee t ad dr ess wh en y ou can

. .

3 Ran d Mc Nall y
.
,
Co publ i sh many a tl a s e s a t many.

price s an d i t w ould be im poss ibl e to kn ow fro m th i s

,

st at emen t wh a t wa s wan t e d Th e r e a r e many gr a d e s of .

h an dk erch ie fs many bran ds of so ap an d a gr eat varie ty

, ,

o f p a p e r an d p en s N ot a s in gl e it em in th i s ord e r
.

c ould be i n t ell i g ently su pplied .

4 Th i s i s p rac t icall y a r e p e titio n o f the l an guage

.

wi th wh ich th e l e tter op ens .

5 S mall c o n s i gnmen ts o f goo ds a r e u su ally n ot

.

sh i pp e d to a d i st ance unl e ss th e p rice i s p ai d in a dv ance .

In any ca s e th e r e should be a cl ea r st at emen t as to j ust

,

how th e goods should be fo rwa rd e d wh e th e r by mail , ,

expr e ss o r fr ei ght un l e ss the r e is a fr ee wa go n de liv e ry

, ,
-

from a l a rg e lo cal store .

ORD ERI NG GOOD S , HA ND IN G I QUI RI ES L N 89

T h e S am e L tt er P ro p erly
e Writt en
A shford , Conn .
,
F eb . 8, 1 919 .

M essrs Wh i tt in gton
. Co .
,

3 Wh i t eh all S t .
,

New York City .

Gen tl emen
P l ea s e s en d a s soo n a s poss ibl e th e fol lo win g
1 Rand McNal ly s P op ul a r A tl a s of th e W o rld $2 ;
’
-

1 do z l adi e s wh it e l inen h an dk e r chi efs the b e st v alu e

’
.
,

y ou h ave a t ab out 2 50 eac h ; .

6 cak e s o f glyce ri ne so a p 1 0c a cak e 6 for 50c ; , .

,
.

A b ox o f l adi e s c r eam n ot e p a p e r and envelops

’
-

rough finish un rul e d ab out 35c or any sp eci al v alu e

, , .
,

y ou h ave of th i s g ra de .

I enclos e m oney orde r for $5 and will a sk you to

-

r e fun d any bal ance in my favor or pr e p ay forwa rdin g

ch ar ge s .

You r s trul y ,

( Miss ) Ma rtha; Ma rti n .

Encl M 0. . .

Notice in r ega rd to th i s l ett e r

1 Th a t wh i l e i t i s n ot nece ssary to pr e fix
. Me ssrs .

to a firm name i t be sp eaks y ou r c ultur e an d e du cat i on

, ,

a s well a s your c ourt e ous d ispos i ti on to b e car e ful in ,

t h e s e d e t ails .

2 When d iff e r en t a rti cl e s a r e or de r ed each i t em

.
,

sh oul d be g iv en a l ine b y its el f — th a t is should b e ma d e ,

a p a r a gra ph e v en i f a s in th i s ca s e th e v a r i ous i t ems

, , ,

ar e sep ar ate d by s emic olons an d form p arts o f a singl e

s ent ence This i s a ca s e in wh ich th e s ent ence inclu de s
.

se v e r a l p a r a gr a phs .
90 H UMA N NA T URE IN BU S IN ES S
3 . Ob s e rve
th a t
by s emi c olon s wh il e a ft e r th e
,

Th e s emic olon mean s in a pr ac t ical way ,

”
m o re to c o me wh il e th e p e r i od means
,
Th i s is ,
”
l a st i t em .

4 Al way s de s c rib e wha t y ou wan t so f ully tha t

.

a r e su re th e cl erk will kn ow exactly wh at to s en d

Never s en d an ord e r by mai l for so me th in g y ou a r e
s elf in doub t ab out I t i s b e tt e r to w r i t e first for
.

ma t i o n .

5 M any w o men have an i d ea th a t it i s ind

.

S i g n ini t ials ( so th a t a str an g e r r eceivin g a

n ot kn o w wh e th e r i t c ome s fr o m a man or a w o m an )
els e th e s impl e given name wi thout Miss or Mrs ; b ut
o nly c ourt e ous way i s to r el ieve th e str an g e r of th e
b arrassm en t o f gu e ss in g wh e th e r y ou
s in gl e an d av o i d r i d iculous blu n d e rs by wri tin g
,

Mrs be fo re th e name in p a r en th e s e s
. Only .

p e opl e w ri t e i t without th e p a r en theses .

A n sw eri n g I n quiri es

B efor e an swe r in g any l ett e r b e sur e th a t y ou a n

st an d fully all ab out th e su bjec t c o ncernin g wh ic h

are go in g to wri t e I f y ou do n ot u n d er stan d

.

every ph a s e of i t mak e inqu i r ies

,

Wh en y ou un d e rst an d th e ma tt er y ou
everyth in g cl ea rly poin t by po in t to th e
, ,

Th ink o f th e c ustome r as a l i ttl e ch il d an d t ell ,

all ab out first th i s po in t an d then th e next poin t, ,

th en th e nex t Thi nk ca r efully j ust wh at h e kn ows

.
,

j ust wh a t h e w ould l ik e t o find out

s el f i n h is pl ace .
 ) RDERI NG GOOD S , HA ND L IN G IN QUI RI ES 91

A L et t er O rd ering Go o ds
Po o r An sw er to a

( L e tt e r h ea d and da t e ) -
.

d iss ( Mrs ? ) Ma rth a Ma rt in ,

A shford Co nn ,
.

2
) ea r Mi ss o r Ma d am
3 4
We h ereby ac kn owl e dg e r ecei pt of y our e st eeme d
ard er of th e 8th in st wh ich h a s h a d ou r p r ompt att en
,

.i on 5
We are unabl e to sh i p th e goods however s ince
.
, ,

rou do n ot st a t e wh a t q u a l i ty an d k in d of goods y ou

6
Nl Sh an d mak e n o enclosu re of remi tt ance
,
.

I f y ou will supply us with th e nece ss ary in fo rmat i o n

i s to qu al i ty a n d k in d of goods d e s ire d a n d will r emi t ,

1 su fficien t am oun t we will g ive y ou r ord e r i m me d ia t e

,

att ent i o n .

Yours trul y ,

1 .D o n ot in sult a customer even by th e h int e d c riti

I sm of a q u e st i o n mark -
.

“ ”
2 . Dear Mad am i s sufficien t .

“ ” “
3 S u c h w o r ds a s
. h ereby h erewi th e t c are , , .
,

lly unn ece ss ary in a l e tt er an d h elp to give i t th at ,

iddin g fo rmal i ty wh ich re p els an d d ea d en s in t e r e st .

U s el e ss j argon qu i t e meanin gl e ss ,
.

H ow many b us ine ss l e tt er s c ont ain st a t ements of

kin d wh ich r eally mean n oth in g even i f th ey are
,
, ,

u ntru e !
Th e wr i t er evi d ently d i d n ot kn ow wh at sh e
n t ed an d d e t ail e d in fo rma t i o n should h ave been sup
,

plie d .

Th e Righ t A n s w er t o Th i s L e t t er
Marth a Martin , ( L e tt er h ea
-
d an d d a t e ) .

A shfo r d Co nn .

Dea r Ma d am
We h ave receive d y our o r d er of th e 8th , b ut are
92 HUMA N NA T URE IN B US IN ES S
unabl e to fil l i t u n til we fin d out a l i ttl e m o re exa
wh at y ou wan t .

D o you wi sh Ran d McNall y s Popul ar A tl a s of -

’

W o rld p rice ,
We s ell a grea t many of
Wh a t p rice do y ou wi sh to p ay fo r h an dk erch
do y ou wi sh wh i t e o r c olo re d l a die s or g en tl e ,
’

s ize ?

Wh a t br an d of so a p do y ou pr e fer an d wh a t p ,

w ould y ou car e to p ay ?
We h ave l a dies fancy wri t in g p ap e r put up 2 4 sh
’
-

an d 2 4 envelops in a b ox a t 2 5c to 50c a b ox , . .

v ery good n ot e p ap e r by th e poun d a t 2 0c

-
.

ma t ch 1 0c a p ack a g e . .

I t will be ch eap e r for y ou to s en d th

am oun t of m oney in a dvance an d l e t us ,

exp re ss y ou p ayin g th e ch ar ge s wh en you

,

goods Of c ou r s e we will l e t you exch an g e or r

.
,

any goods y ou do n ot l ike .

A s soo n a s we h ea r fr o m y ou we will g ive y our o rd

prompt a tt ent i on .

Ve ry truly y our s ,

Notice ;

1 Th a t a s M arth a Mart in d i d n ot writ e Mi ss

.
’

”
o r M rs b e fore h e r name n o t i tl e can s a fely be us e d
.
,

2 Th a t in s ell in g by mail y ou mus t g ive th e

.

ord e r a s m u ch a tt ent i on a s th e l ar g e st Th e small b .

may bec ome th e bi g buyer ; an d be s i d e s th e g rea te st ,

ce ss e s h ave been ba s e d o n uni fo rm c ourt e sy to all .

3 Th a t th e ign or an t c usto mer wan ts sugg e st i on

.

—
h elp wh ich should be sym p a th e tic an d n ot offici o ,

ob trusive .

4 Th a t ev e ry i t em spok en o f sh oul d h ave a p a r a

.

to i ts elf an d th e fac ts shoul d be st at e d in p e r

,

pl e l an gu a g e without any t ra d e t erm s

,
.
 HA ND L IN G IN QUI RI ES 93

wh il e a l ett e r orderin g goods may be a s short

you can make i t a l ett er expl ainin g d ifficultie s must
,

sufficien tly lon g to c ove r f ul ly all th e d e t ails .

A P o o r Re ply to L e t t er of Inqu iry

( A customer wri te s to s ay I am th ink in g of buyin g ,

p ian o I want some th in g good an d ch ea p Wh at

.
, .

ould y ou a d vi s e ? Have y ou s il ver G st rin gs fo r a

vi ol in ? I h ave a p retty good vi ol in b ut th e G strin g ,

gr at e s so mewh at an d I thought possibly a si lver st rin g

,

mi ght be be tte r Wh a t do y ou ch ar g e fo r Chop in s

.
’

Feb . 3, 1919 .

Mr s Joh n Fa r ewell
.
,

A ber d een N Dak ,

. .

My d ea r Ma d am ,

In reply to y our e st eeme d fav or wh ich s eem s to h ave ,

1
n o d at e we are s en din g you our c ompl et e ca t alog in
, ,

wh ic h you will fin d full p ar ticul ar s of all th e styl e s o f

:

p ian os Vi ol in st rin gs an d mus ic wh ich we h ave wi th

,
-

, ,
2
p rice s att ach e d We sincerely hop e you will be abl e
.

to mak e a su i t abl e s el ect i on an d th a t we may be fav ore d ,

wi th y our valu e d o r d er a t an early d at e

3
.

Trust in g th i s in fo rmat i on may be ent i rely satisfac

4 5
to ry we b eg to remain
, ,

You r s t ruly ,

1 . Al m ost
an in sult to th e custome r to r emin d h im
th at h e h a s n ot d a t e d h i s l ett er .

“
2 . A tta ch e d i s us e d in a t echnical c omme r cial
sens e an d mi ght c on fus e an i gn o ran t p erson Th i s re f .

erence to p rice s may j ust a s well be omi tt e d fo r th e ,

customer in lookin g over th e ca talog will fin d th e pr ice s .

“ ”
3 . Valu e d i s meanin gl e ss h ere .
94 HUMA N NA T URE IN BU S IN ES S
4 . A
w ord gr eatly o ve rw orke d an d h av ing l i ttl e or ,

n o d istinc t meanin g .

5 Th i s l a st s en t ence h a s been i n s e rt e d me r ely to fil l

.

o u t an d mak e a clos e I t i s j ust a s well to o mi t it en

.

tirely an d wr i t e s imply Yours truly ,

.

Th e S am e L ett er Rew ritt en

T h e l e tt e r quot ed ab ov e is a v e ry stupi d one and is ,

p r eci s ely th e kin d th a t is l ik ely to d rive a c ustome r away

j ust wh en r el a ti o ns h ave been op ene d an d an excell ent
s al e i s i n prosp ec t An y s al e sman w ho me t a c ustomer
.

i n a sto re in th is in d iff e r en t f ash i o n w oul d b e d isch arged

wi thout ce r em ony .

B l ank B l ank ,
Ch ica go , F eb . 3, 1 91 9 .

Mrs Joh n Fa r ewell

.
,

A ber d een N Dak

,
. .

D ea r Ma d am :
We a r e mu ch in t e r est ed in y our l e tt e r j ust r ece ived
an d a r e s en d in g y ou our ca t alog .

A b out wh a t pr ice d i d y ou wi sh to p ay for a p ian o and ,

for wh a t s ize d roo m d i d y ou wan t i t ? We h av e a

g reat varie ty an d many excell en t in stru ments a t as
,

t on ish in gl y lo w pr ice s I f y ou will k in dly t ell us j ust

.

wh a t you h a d in min d we sh all t ak e gr eat pl ea su r e in

,

a d vi s in g y ou to th e be st of ou r abi l i ty .

Q u i t e poss ib l y a s i l v er st rin g w ould im pro v e th e to n e

o f y our vi ol in . We can s en d you o ne for

We enclos e a l i ttl e fold e r wi th p rice s o f stan d a rd
’
music wh ich we carry You will fin d Chop in s No c .

turne s quot e d on p a g e s 3 9 an d 1 2 You will also fin d , ,

.

th em in some o f th e gene r al c oll ect i on s des c ribed o n

p a g e 2 I f y ou d o n ot find just wh at y ou wan t write
.
,

m or e in det a il .
ORD ERIN G GOOD S , HA ND L IN G IN QUI RI ES 95

We sh all loo k for an oth er l e tt e r fr om y ou i n a d ay

or two for we feel sur e we can pl ea s e y ou an d y ou
, ,

can a lway s d e p en d o n fair an d c ou r t e ous tr ea t men t

from us .

Very truly yours ,

LI NG LET T ERS —WI T H T H E I N Q U I RI ES T H EY

ANS WER
Th e Firs t In quiry
Mar . 3 , 1 919 .

rs Macy
. Co .
,

New Yo rk N Y , . .

s ell men s furnish in gs by mail

’
.

ill Show fully wh a t y ou off e r ?

ik e full in fo rmati o n in r e gard
an d also should l ik e to kn ow i f I
anyth in g I do n ot l ik e .

An e a rly r e ply wi ll obl i g e .

Yours trul y ,

Henry Farl ey .

Reply t o the In quiry

Ma r . 4 , 1 919 .

Dea r Sir
In c ompl iance wi th y our r equ e st of ye st er d ay we
h a st en to s en d y ou our c ompl et e cat alog in wh ich y ou ,

will fin d a d e t ail e d d e s c ri pti o n of our en ti re l ine of

goods .

We mak e i t a rul e to prot ec t our c ustome rs in ev ery

possibl e way I f goods ar e n ot s at i sfac to ry th ey may
.
,

be r eturne d a t our exp en s e We also forwar d C O D

. . . .
,

wi th p rivi l e g e of examinati on .

We bel ieve th at we h ave th e fine st goo ds in our p a r

ticu l ar l ine to b e fou n d in New Yo rk or anywh ere else ,
.
96 HUMAN NA T URE IN BU S IN ESS
Youwill fin d us pro m pt an d c o urte ous , an d anxious to
do anythin g we can to s e rv e y ou Ou r sa l e s men an d
.

c orr e spo n d ents a r e a t y our disposa l an d we sh all be

,

gl a d to give y ou full e r informat i o n a t any t ime if y ou

l e t us k n ow j ust wha t y ou a r e lookin g for .

Trust in g we may h ea r fro m y ou a g ain a t an ea rly

d a t e an d h av e th e ho n or o f fill in g y our ord e rs we are
, ,

M ost c ordially y ours ,

Th e Fo ll o w - up L ett er
Mar . 1 6, 1919 .

D ea r S ir
A b out tw o w ee ks ag o we h a d a n inquiry fro m y ou in
r e g ard to our line o f goo ds and wrote y ou immedi a tel y
, ,

s en d in g y ou our ca ta log We should be gl a d to kn ow

.

i f th e cat alog r each e d y ou pro mptly I f it did n ot .

c ome to h and pl eas e l e t us kn ow and we wi ll s end

,

an othe r.

We ar e c onfid en t th a t we h av e th e b e st goo d s in our

l ine to be foun d in New York or in any city and a t
, ,

r ea sonabl e pr ice s You will n ot fin d anywh e r e a ho us e

.

th at will exten d y ou m or e c ourt e s ie s or d eal by y ou ,

m or e fai rly n or will y ou anywh e r e g e t pro mpt e r s e r

,

vice We pr i d e ours el ve s on th e pro m ptne ss with wh ich

.

we fill all ord e rs Many of th em a r e fill e d th e ve ry d ay

.

they a r e r ecei v e d.

May we n ot h ea r fro m y ou shortly an d kn ow in wh a t

way me may s e rv e y ou ?
Yours truly ,

T h e S ec o n d I nqui ry
Ma r . 2 0, 191 9 .

Gen tl emen
I wan t a pr e tty pink and blu e c r av a t for ab out 50c .

I d o n ot car e to go h i gh e r I wan t one th a t wi ll wear

.

w ell and look r ic h Wha t w ould y ou r ec o mmen d ? I

.
ORD ERIN G GOOD S , H A ND L IN G I N QUI RI ES 97

a lso wan t some sh irts an d c oll ars Can y ou r ec o mmen d .

y ou r 50c un l a un d ere d sh irts fo r wea r ? D o y ou th in k

.

y ou r 10c c oll ar s are a s good a s th e 2 5c o ne s

. .

A s soo n a s I h ea r fro m y ou I will s en d y ou an ord er .

Yours truly ,

Henry Farl ey .

Answer to th e S eco nd In uiry q

Mar . 2 1 , 191 9 .

Dea r S ir
We th ink we h ave such a ti e as y ou d e s crib e in y our
l ett e r of yest e rd ay an d if y ou will s en d us an ord e r
, ,

wi th a s full 3 d e s c ri pti o n a s poss ibl e of wh at y ou wan t ,

we will exe r ci s e our be st j udgmen t an d bel ieve we can ,

s en d y ou some th in g p re tty In any ca s e y ou kn o w i t .

, ,

may be re tu rne d i f y ou do n ot l ik e i t an d we will mak e ,

an oth e r s el ecti o n or r e fun d y ou r m o ney .

Th e fron ts o f our 50c u nl a un d ere d sh i rts a r e r a th e r

.

s mall an d of c ou r s e th e ma t erial i s n ot of th e fine st

, , ,
.

We h ave someth in g a t 7 5c wh ich y ou will fin d d e .

,

s cribe d un d er N0 47 86 o n p a g e 32 of the ca t alog wh ic h

.
,

we can r ec o mmen d in every possibl e way an d we bel ieve ,

th a t y ou will fin d th i s a be tt er bar g ain th an th e ch ea p e r

sh ir ts tho th ey a r e a s good for th e m oney a s y ou will
,

fin d els ewh e r e an d if anyth in g a l i ttl e be tter

, , , .

We do n ot h e si t at e a m oment in rec o mmen din g our

1 0c c oll ar s in qu ar t e r s ize s
.
,
We can fit y ou p er fec tly .
,

an d y ou will n ot be abl e to t ell th e d iff e r ence between

th e s e an d c oll ar s c ost in g doubl e Remembe r th a t y ou .

g e t tw o of th e s e fo r o ne of th e oth er s .

We sh all hop e to receive y our o r d e r a t an early d at e .

Very t ruly y ou r s ,

Th i s seem s a s
f oo l i h q u e sti n b t m y h e
o u a av a c er a i n t m ea n i n g not
ll y e x p res t w h i c h
,

fu th e c o rr se p d t m t d i in e
on en us v a nd an sw er i n t el l i
g en t l y a n d p o l i t e l y .
98 H UMA N N A T URE I N BU S I N ESS

T h e O rd e r

Mar . 30, 1 91 9 .

Gen tl emen
Pl eas e s en d me y ou r neat e st p ink an d blu e 50c .

cravat tw o 7 5c u nl a un d e r e d shi rts an d h alf a do zen

,
.
,

of y our 10c c oll ar s I enclos e $5 an d wi ll ask y ou to

. .
,

r e turn any b al ance r emainin g .

Yours truly ,

Henry Fa rl ey .

A c kn o w l e d ging t h e O rd er an d A s k ing Info rm at i o n

Mar . 31 , 1 91 9 .

D ea r S ir
Th ank y ou for y our or de r o f ye st e rd ay with r emit ,

t ance of $ 5 Unfort u nat ely y ou o mi tt e d to g ive th e size

.

of sh i rts an d c oll a rs We w ou l d sugg e st th a t y ou s en d

.

n ot o nly th e neck mea sur emen t but th e l en gth of sl eeve

-

d e si re d. In mea surin g th e sl eeve mea sur e fro m th e ,

s eam o n th e top o f th e should e r to th e wrist .

A s soo n a s we kn ow th e s ize s d e s i r e d we wi ll give y our

ord e r p r ompt a tt ent i on an d y ou will ge t th e goods
,

wi th in a d ay o r tw o .

Once m or e th ankin g y ou we a r e ,

Yours trul y ,

A pril 3 1 919 ,
.

Gen tl emen
My neck mea sur e is 1 6 inche s and sl eeve 33 Kin dl y
,
.

s en d th e goods a s soo n a s poss ibl e .

Yours truly ,
ORD ERIN G GOOD S , H AND L IN G IN QUI RI ES 99

A
A pr il 5 , 191 9 .

Gen tl emen
I exp ect ed to rece ive to day at the l at e st the goods
-

or de re d of y ou M ar ch 30 but th ey have n ot r each e d me

, .

L e t me kn ow by r etu rn mail wh en I sh al l g e t them .

Yours truly ,

H enry F arley .

A n s w e r t o t h e Co m pla i n t

Apr i l 6, 1 91 9 .

D ear S ir
Th e goo ds or de r e d by y ou M ar ch 30 y ou will r emem ,

be r we we r e unabl e to forward un ti l we h a d r eceiv e d th e

,

s ize s giv en in y o u rs o f A pr i l 3 I t tak e s ab out o ne d ay

.

for us to s e l ec t th e goods an d fill out inv oi ce s Th e s e .

were di sp at ch ed yest e rd ay an d n ot ificat i o n mai l ed y ou

,
.

N o doub t y ou h av e r eceiv e d th e goods be for e th is .

We hop e you wil l b e pl ea s e d wi th wh a t we h ave s en t

you an d th a t we may be favor e d wi th a ddi tional ord e rs
,

from y ou in th e futur e Yours truly

.
,

Go o ds Rec ei v ed ; Cus to m er Di s sa t i s fi e d
A p ril 6, 1919 .

Gen tl emen
Th e goods I r ece ived fro m y ou came th is evenin g Th e .

sh ir ts an d c oll ars are all ri ght but I do n ot l ik e th e ,

crava t a t all I want e d so meth in g qui e t an d sob er an d

.
,

y ou h ave s en t me a flarin g h i gh c olor e d th in g I s en d

,
-
.

it back by post an d will a sk y ou to s en d me an oth e r

, ,

su ch as I want . Yours trul y ,

Hen ry Fa rl ey .

Th i s c om p l ain t i s ab surd , but r equire s ju st a s poli t e an answer as

if it w r e e w el l f u n d ed
o .
 HUMAN NA T URE IN B U S INES S
A Pl ea s an t L ett er of A dju s t m en t

A pril 7, 1919 .

D e ar S ir
We a r e v e ry sorry to see by y our fav or o f th e 6th th a t
th e crava t we chos e d i d n ot pl ea s e y ou We a r e gl a d .

you ac te d p r o mptly an d r e tu rne d i t an d n o doub t we ,

sh all receive i t to d ay or to m orrow A s soo n a s i t c o mes

- -
.

to h an d we will choos e an oth er th a t we hop e will pl ea s e

y ou bett e r an d s en d i t a t th e earl ie st possibl e m o men t
, .

We are always anxi ous to pl ea s e our custo me rs an d ,

y ou will fin d us rea dy a t a ll time s to mak e ev e ry p os

s ibl e e ffort to mee t y our wi sh e s .

We trust we sh all be m o re fortuna te th is time in ou r

s el ec t i o n of a c r ava t .

Ve ry truly yours ,

The C ust om er I m p ati ent

A p ri l 10, 1 91 9.

Gen tl emen
Ad ay or two a go I r ece iv ed your l e tt e r da t ed A pril
7 in wh ic h y ou s ai d y ou w ould s en d me an oth e r c ra v a t
,

a t once for th e one I r e turned to y ou I h ave n ot ye t .

rece iv ed it an d wish y ou w ould tr ace it

,
.

Henry Farley .

Th e C o mp any Alw a ys P o l i t e
A pril 1 1 , 1 91 9 .

D e a r S ir
We r e gret to kn ow by y our l ett e r o f th e l oth tha t the
s ec on d crava t s ent y ou h a d n ot c ome to h an d I t was .

post e d o n A pri l 8 but th e post office i s o ft en a l i ttl e

,
-

slow wi th p arcels of merch an di s e an d i t i s our ex peri

,

ence th a t goo ds s ome t ime s l ie a day or two b efore they

g o o u t
.
 1m
ORD ERIN G GOOD S , H ANDLINGJNQUIM E S : 5 :
I f y ou do n ot r ece iv e th e c r av a t by th e 1 4th l e t us ,

hea r from y ou a g a in an d we wi ll do wh a t we can to

,

tr ace i t .

H op in g howev e r th a t th e r e wi ll b e n o m or e d el ay
, , ,

an d th at th e articl e wh en receive d will prove satisfac

tory We a r e
,
Very trul y yours ,

A Fo llo w -
up L ett r fo r
e a L t r O rder
a e

July 2 5 1 91 9 , .

D ea r S i r
S o me ti me ag o we r ece iv e d a s mall ord e r fro m you ,

wh ich we hop e we fill e d to y our s a ti sfacti on .

We a r e mail in g to y ou to d ay ou r new autu mn cat a -

log an d a sk y ou to look i t ove r car e fully for we bel ieve

, ,

we h ave a s fine a l ine of goods a s y ou will g e t anywh e re ,

an d at m ost r easonabl e p rices .

You wi ll fin d us except i onally prompt an d alway s ,

c ourt e ous A nyth in g you do n ot l ik e may be retu rne d

.

a t our exp en s e an d we will s en d you so me th in g els e in

,

its pl ace or r e fu n d y our m oney S o y ou s ee th a t y ou

,
.

t ak e n o r i sk wh at ever in shopp in g by mai l .

M ay we n ot h ea r fr om you a g ain soon ?

F aith f ully yours ,

A s s ign m en t X . L et t er O rdering Go o ds
T he writin g o f cl ea r de fin it e an d c om pl e t e orders is
, ,

an import an t th in g in eve ry busine ss In a m an u fac .

tu rin g bus ine ss r aw mat erial must be ord e re d an d in a

, ,

mercant il e b usine ss o r d er s must be pl ace d to re pl eni sh

,

th e sto ck I n th i s a ssi gnmen t we sh all c onfine our

.

s elve s to o r d er s for goods d e s cribe d in th e p rin t e d

matt e r wh ich we us e a s our t ext o n th a t busine ss .

L e t us wri t e a l ett e r c ont ainin g an o r d er fo r twelve

i t ems bein g sur e th at every d et ail nece ss ary to fil l in g
,

the ord e r h a s b een st at ed Th e s e l e tt ers should be ex

.
1 oz NAT URE IN BU S I NES S
ch anged b e tween membe rs of th e cl a ss an d c ar eful l y
c h e ck e d o ve r to fin d o mi ss i o ns or unnece ss ary w or ds .

I f d e fec ts are fou n d ei th e r th e p er so n fin din g th em may

,

wri t e a l e tt e r a sk in g fo r th e mi ss in g in format i on or th e ,

t each e r may r equ ire th e wr i t in g of a s ec o n d or th i r d

l ette r ord e r in g goods t ill th i s work can b e d o ne wi th
busine ss l i k e c o m pl e t ene ss and a ccur acy
-
.

A s si gnm en t XI . Writ ing an d A n s w e ri n g In qu iri es

T h e cl a ss may b e divid e d in to tw o port i o ns M em .

b e rs of each hal f may s ea r ch th e pr in t e d matte r o f th e

busine ss th a t is stu di e d to fin d qu e sti o n s wh ic h woul d
b e fai r inqu i r ie s e v en i f they th em s el v e s kn ow th e
,

an swe rs Th en s ec ti o n o ne wi ll exch an g e l e tt e rs wi th
.

s ec t i o n t w o
,
and th ey wi ll p r o cee d to answe r th e in
q u ir i es a s in a r ea l b us ine ss hous e S o me ori g ina
. l s ea r c h
an d in v e sti g a t i o n may b e nece ss a ry to g e t th e an swe rs
to th e qu e stio ns Th i s will l ea d to a d ee p e r study o f
.

th e b usin ess th an had been ma d e an d outsi d e p e rsons ,

fami l ia r wi th th e busine ss will h ave to be i n te rvi ewed .

Th e s e may b e any em ployee s in th at l ine o f b us ine ss

with wh o m it is p r ac ticabl e to g e t in tou ch .

A ssi gn m en t X II . Ma k i n g S al es A r gum ent s

-

When the i nforma ti o n r equir ed by the p r eceding

a ss i gnmen t h a s b een s ec ur ed a nd discu st so th a t all
th e po in ts a r e un d erstood thos e r eceivin g th e inqu i rie s
shoul d an swe r th em wi th a view to makin g s al e s I f .

th e a rguments do n ot s eem su fi c ien t th e r e ply may b e ,

an e v as i v e l e tt e r mak in g objec ti on s ; but i f i t app ears t o

b e a su cce ss ful s al e s pr e s ent at i on a l e tte r c on t ainin g an
-

or der sh ould b e w r i tt en When ord e rs a r e n ot g iv en a

.
,

follow u p l ett e r should b e written in an a tt emp t to

-

str engthen th e s al e s a pp eal-

.
ORD ERI N G GOOD S , HA ND L I N G I N QUI RI ES 1 03

A s s ign m en t X III . C a ring fo r D el a y e d S h i p m en t s

A ft e r ord e rs h ave been pl ace d each member of th e

,

cl a ss should wri t e a l e tter c o mpl ainin g of d el aye d sh i p

ment an d th e oth er member of th e cl a ss to who m i t i s
,

a ddr e st should r e ply wi th a t ac tful sooth in g l ett e r cal

,

c u l at ed to p r odu ce p a t ience .

A ss ign m e n t XI V . A d jus t ing C o m p l ai nt s

Wh en finally th e goods a r e suppose d to h ave been r e

c eiv ed a l e tt e r may be wri tt en by eac h membe r of th e
,

t w o s ec t i on s to some membe r of th e oppos it e s ect i o n

makin g c om pl ain t a s to th e c on di ti o n of th e goods an d ,

a pl ea s an t l ett e r o f a dj ustmen t shoul d b e w r i tten in

r eply.
S Y S T EM I N HA N D L IN G C O RRES P O N D EN C E

H o w to Writ e O n e H u n dr ed Go o d L ett ers a Day

YOU wri t e one hu n d re d l e tt er s a d ay .

Th ey all s eem to be difi eren t .

I n any l ar g e c o rr e spon d ence th e maj o rity of th e l e t

,

—
t e rs wi ll be r out ine th a t i s o n one tw o or th ree
, , ,

g eneral su bjec ts Th ey may all h ave th e b u r d en P ay

.
,
” “ ”
up ; th ey may all s ay B uy my goods ; th ey may be
,

an swer s to inqu irie s o n one p ar ticul ar l ine of goods ;

th ey may be an swer s to c om pl ain ts ab out sh i p men ts .

Care ful l y th i n k o ver th e l e t ter s of any typ ical d ay .

Divi d e th em in to a few cl ass e s T ake up fi rst th e l ar g e st

.

cl a ss Wi th carb o n c op ie s of a d ay s l e tters be fo re you

.
’
,

choos e a n u m ber wh ich are typ ical of th e l ar g e st cl a ss .

Rea d h alf a do zen of th e s e aloud in su cce ss i on ; y ou will

be su r p rize d to fin d how mu c h al ik e th ey are .

Th ere i s a grea t l ikene ss ; th ere i s a l i ttl e d iff erence .

Th e fir st th in g y ou wan t to do i s to fin d out th e be st
way s of h an dl in g th e p art th a t i s c o mm o n to all .

S p en d an ent ire evenin g studyin g th a t typ e o ve r .

T ry to th ink of new good ways of ex p re ssin g y our

,

meanin g Dr op y ou r old h ack ph ra s e s an d g e t new

.
-

na tu ral one s S p en d s everal hou r s in wr i tin g one l e tt e r

.

in di ff eren t ways . C —
hoos e th e be st ways n ot one b ut ,

s everal Th e n t ak e up an oth e r l e tt er of th e sa me cl ass

.
,

an d w o rk o n th at v ery slowly Re fer to any good .

m od els y ou may h ave at h an d to a ny c orr e sp ondence you

,

may r ecei v e of th i s kin d .

M ak e one r ea lly good l e tt e r .

1 04
 S Y S T EM I N CORRES P OND EN CE 105

Wi th th i s good m ode l in y our min d y ou can vary in a

mult i tude of ways in y our d ict at i o n on th e spur of th e
m o men t tho wi thout makin g any e ss ent ial or very im
,

port an t ch an g e ; an d i f th e m od el i s good th e var ia tio ns ,

can be ma d e c o rrectly tho qu ickly .

Th en t ak e up an oth er cl a ss of l ett ers an d ma st e r th at .

—
B ut ma st e r o ne k in d of l e tt er a t a t im e t ak e a week
for it i f nece ss ary A g rea t d eal of t ime sp ent in p rep
.

ara ti o n of th i s k in d will s ave va stly m o re t ime in th e

rout ine of y our w o rk an d y ou can c ompos e m a few
,

s ec on ds a l e tt er j ust a s good a s i f y ou sp ent a d ay ove r

i t Th e ch ance s are in d ee d th at wh en y ou a r e once
.
, ,

fully p rep are d y ou will wri t e a be tt er l e tt e r if you

,

writ e qu ickly th an i f y ou writ e slowly .

Fo rm s an d H o w t o U s e T h em S u c c e ssfull y

Dem osth ene s h a d a b ook c ont ainin g fo rty o r fifty p e ro

rat i on s su i t abl e fo r any o cca s i on .

We fin d thos e form p ara graphs us e d a g ain an d a g ain

-

in h i s great e st o rat i o n s .

He studie d un t il h e foun d th e ve ry be st poss ibl e way

of sayin g a ce rt ain th in g or s eve r al good way s an d th en
, ,

h e stu ck to th em .

Fo rm -
S en t e n c es

D o n ot att empt to wr it e form l ett ers i n or dina ry c or -

r e spo n d ence .

Use fo rm s en t ence s
-
.

S tudy care fully th e ea sy an d natu ral way s of s ayin g

so me of th e th in gs y ou h ave to s ay oft en Fin d two o r .

th ree ways of s ayin g th e s ame th in g Imp r ove thos e .

fo rm s wh eneve r y ou can .

Th en us e th em j udi ci ously .

Beware o f fall in g in to a rut D on t us e th e form .

’
1 06 HUMA N NA T URE IN B U S IN ESS
becaus e i t i s a fo rm an d ea sy ; us e i t beca us e in th a t
fo rm y ou h ave foun d th e be st poss ibl e way of saying
wh a t y ou h ave to s ay Th a t is why Dem osth en es used
.

h i s form p a r a gr aphs
-
.

W h en to Use a Fo rm L ett er
-

I f y ou h ave a l ar g e n umbe r o f inqui r ie s all j ust al ik e , ,

i t w ould be folly to do oth e rwi s e th an follow th e best

possibl e r eply th a t y ou can d evi s e wi th th e m ost car eful
study Get a form an d l e t th e typ ewri t e r c op y i t
. .

I f y ou h ave a l ar g e nu mbe r of inqu iries a ll j ust al ik e

exce pt fo r th e a dd i ti o n of so me sl i ght qu est i on be g in or ,

en d y our l e tte r by g i vin g th e sp ecia l in forma ti o n an d in ,

th e r e st of th e l e tt e r follo w y our for m .

Wh en y ou writ e a ci r cul a r l e tt e r to p e rso n s y ou h av e

never h ear d fr o m or can n ot dist in gu ish d ivi d e those ,

p er son s in to cl a ss e s acc o r d in g to profe ss i on h abi ts or , ,

e du cat i o n an d pos i ti o n in th e w orld an d wr i te an en ,

tir ely s e p ara t e form l e tt e r for eac h c l a ss a d apt in g th a t

-

l e tt e r to th e cl a ss j ust a s ca r efu lly a s y ou w ould to an

in d ivi du al .

Wh en No t t o U se Fo rm -
L e tt ers
Never us e form l e tters in wr i tin g to p erson s you kn ow
-

are diff erent whos e l e tt e rs to y ou di ff e r eve r so sl i ghtly

, ,

or who will feel so meho w th a t y ou a r e putt in g th em in a

wi d e cl a ss Th e o nly good form l e tte r is th e one which
.
-

each r ea de r will th ink wa s a care fully pl anned l e tte r to

h im alone of all th e p e opl e in th e w orld .

J L earn to Fre s h en Y o u r L et t ers

L ett e rs a s well a s a dv e rt i s in g nee d to b e fre sh ened
o cca si onally an d fre sh ene d in a ra d ical way I t i s n ot
, .

en ough th a t th e s ame customer do e s n ot g e t a p articul a r

form l ett e r twice I f l e tt er s are alway s w o r d e d in th e
-
.
 S YS T EM IN CORRES P OND E CE N 1 07

same g ene r a l styl e wr i tt en o n a l e tt e r h ea d th a t h a s lon g

,
-

been fami l ia r an d ca rry th e s ame g eneral a rgu men ts

, ,

th ey a r e n ot go in g to h av e th ei r maxim um of su cce ss .

I t is im possibl e for o ne man to invent many d iff eren t

styl e s an d wh en y ou wan t a new s tyl e it is a d vis abl e to
,

g e t a new man to do it .

Wh i l e one l e tt e r h ea d us ed yea r in and yea r out so

-

th at i t i s an e st abl i sh e d tr a d e mar k i s a good th in g for -

all routine b us ine ss sol ici t in g l etter s should be s en t out

,

on a c on st an tly c h an g in g styl e of p a p e r an d p r int in g

‘

Va ry th e c olor an d qu al i ty of th e p a p e r th e a rr an g e ,

men t an d d es i gn of th e typ e an d p r ovi d e a new but ,

c h ar act e r istic d e s i gn or cut Th e ch an ge s nee d n ot be

.

grea t ; b ut th e im p re ssi o n o f th e whol e should be fre sh .

N o mi st ak e c ould be gr eat e r th an to aban do n a well

c om pos e d l i t era ry form Phr a s e s w o rk ed out wi th gr ea t
.

di ffi culty an d t e st e d by su cce ss should n ot be di s ca rd e d

wi thout ca r eful c o n s i d erat i on Ch an g e i s d e s i r abl e b ut
.
,

i t should n ot b e too r a dical In d ee d if one h a s work e d

.
,

out a do z en good ways o f putt in g a th in g thos e doz en ,

way s may b e c o mbine d in thousan ds o f styl e s and th e ,

fr e sh c o mb inat i o n i s a fre sh l e tte r .

An d aft e r o ne good form h a s been us ed till it grows

stal e an d i s l ai d a s i d e one may oft en r e turn to it afte r a
,

t ime wi th gr eat su cce ss Every good l e tt e r and a dv e rti s

.

in g for m should be k ept in a fil e for c o n st an t an d r ea dy

r e fe r ence an d th e good th in gs th a t h av e b een done
,

shoul d he oft en r eviewe d th a t n oth in g of valu e be lost

t ill i t i s c om pl e t ely exh aust e d i f th a t t ime eve r c o me s ,
.

A t th e s ame t ime a man wi th b r ain s must be c on st an tly

,

beh in d every s e t of form s or th ey wi ll ce rt a inly los e

th ei r pot ency .

Wh en a s e r ie s o f form l e tte rs h av e b een s en t out to a

-

l i st of p er son s who ought to g iv e good b usine ss but h ave

f aile d to do so i t i s well to si t down an d d ict a t e to each
,
1 08 HUMA N NA T URE I N B U S I N ES S
p e rso n o n th at l i st an o ri g inal l ett e r even i f it is n ot a s
good a s th e r e gul a t i o n for m A r emark or tw o may be .

wr i tten by h an d a t th e b otto m or th e s i d e an d th e ,

s i gna tur e should a lway s be in th e h an dwr i t ing of th e

d ict ator even if a fi rm name i s s i gne d
,
.

Va r ia ti on in th e g ene r al app earance of l e tt e rs may be

s ecu re d by us in g d ifferen t typ ewr i t er s an d s iz es o f typ e ,

an d d iff e r en t c olo r s of typ ewr i t e r r ibb on s .

B ut th e power b eh in d all th e se effor ts a t variati on i s

th e r e stl e ss r e s i stl e ss ene rg e t ic an d d e t ermine d man A
, , ,
.

pri z e fight er may r eceive a blow ov e r th e h ea rt an d n ot

-

be a ff ec t e d by it or a blow o ve r th e eye or in th e p i t o f
, ,

th e sto mach ; b ut l e t h im g e t all thos e d i ff eren t blow s in

su cce ss i on fr o m a man who t ak e s h im wh ereve r h e
,

seem s to be weak an d a ft e r awh il e h e will su ccu mb

,
.

Th e s ame is tru e of th e custo me r He may n ot yield to .

sol ici t a ti on o n th i s a rgu men t or o n th a t o r on so me , ,

oth er ; but h e may yield on all c o mbine d put forth by a ,

man who i s neve r wea ry .

I t t ak e s ene rgy an d h a r d w ork to wri te c on t inu ally

fr e sh l e tt e rs N oth in g i s h a rd e r th an o ri ginal ity main
.

t ain ed a t h i gh p re ssu re B ut i t i s fo r w o rk of th a t kin d

.

th a t a man i s p ai d ; an d h e i s usu a lly p aid acc ord in g to

th e am oun t of w o rk h e do e s .

S y st em in Fre s h enin g P ub li c ity

Ev en if an en orm ous am oun t o f a d ve rt i s in g an d l e tt e r
wr itin g i s bein g done each new a dve rti semen t an d each
,

new sol ici tin g ci r cul ar l ett e r i s an ex p erimen t Th e wi s e

-
.

man wi ll h av e a s erie s of ex p e r imen ts in h an d a ll th e

t ime He will g e t up a new l e tt e r or a new a dve rt is e
.

men t every week an d wi ll put i t out wh ere h e can t e st i t .

He wi ll wat ch i t wi th th e gr ea t e st care c on t inu ally ,

ch eckin g up r e sults Th e failu re s h e will d r op Th e

. .

su cce ss e s h e will h av e in r eadine ss for a new camp ai gn .

 S Y S T EM IN CORRES P OND EN CE 109

He will never go into a l arge cam p aign wi th th a t wh ich

h a s n ot been tho r oughly t e st e d any m or e th an a r ail ,

ro a d c o m p any w ould b u ild a new bri dg e wi th st eel th at

h a d n ot been t e st e d becaus e th ey h a d b u ilt o ne b r i dg e
an d foun d i t all r i ght .

I f y ou ar e pro m ot in g b usine ss in any way s ee tha t ,

y our t e st in g d e p a rtment i s always b usy .

Th i s fo rm p ara gr a ph syst em i s p ecul iarly a ppl icabl e

-

to c om pl ain t l e tt e rs
-
.

Co m p l a i n t -
L e tt ers
On e o f th e m ost im po rt an t k in ds of l e tt e rs i n all
b r anch e s o f bus ine ss i s th e l e tt er an swe r in g c o mpl ain ts
ma d e by c u sto me rs an d th i s subjec t may well be eu
,

l arge d upo n an d illustr a t e d a t so me l en gth h e r e .

All su c h l e tt e rs should be extr emely pol i t e fr ien dly , ,

an d sooth in g .

A c o r r e spo n d en t in th e c l aim d e p a rtmen t o f a rail

-

ro a d c o mp any o nce s ai d to h i s mana g e r Th a t man ,

mak e s me so an gry I don t kn ow wh a t to do with my

’

”
s e lf
.

”
You a r e p ai d s ai d th e mana g e r to s i t and t ak e
, ,

su ch irri t at in g l ett er s a s h i s an d ac t a s if y ou r eally

,

enj oye d th em .

Th e man who wa s so i rr i t atin g s a i d aft e rwa r d h e s ent

h i s l a rg e busine ss ove r th a t l ine becaus e th ey were
alway s so good na tu re d h e r eally h a d n o excus e to t ak e
-

i t away .

A P o o r A n s w er t o a L ett er of Co m pl ain t

A c ustome r wr i te s : Mo re th an a m on th a go I s en t
y ou $2 for a s e t of S mar t s b ook s o n En gl i sh A fte r
’
.

tw o weeks I h a d h eard n oth in g an d wrot e to y ou In ,

.

reply to th a t l e tt er I h a d o ne fr om you s ayin g you

w oul d trace th e b ook s an d i f th ey we r e lost you would
,
1 10 HUMA N NA T URE IN BU S IN ES S
s en d me an oth e r s e t I h ave h ear d n othin g since N ow
. .

you v e got my m oney an d I h ave n oth in g Unl e ss y ou

’
,
.

ei th e r s en d th e b ook s or r e turn my m o ney imm edi at ely

I sh all r efe r th e m att e r to my l awye r .

( L e tt e r head
-

) C o v entry , J an . 2 , 1 919 .

M r Joh n Ro ch e
.
,

N orwich Conn ,
.

Dea r S ir :
Your l e tt e r o f th e 2 9th ul t surpri z e s u s somewhat . .

You m ust kn ow th a t so me t ime s goods go a str ay even ,

wh en th e gr ea te st poss ibl e car e i s t ak en B es i d es our .

,

r e spon si b ility en ds th e m o men t we d el ive r th e goods

to th e post office an d g e t our r ecei pt I f y ou h av e a
-
.

f riend in th e ci ty an d h e will ca ll h e can s ee our r ecei pt ,

from th e post office a t any t ime A s a ma tt e r of ao

-
.

c o mm od a t i on to our c usto mer s howeve r we alway s d o , ,

wh a t we can to lo cat e goods th a t go a str ay an d in ca s e ,

of loss a ss i st in mak in g cl aim I f y ou doub t our re .

spon sibil i ty or st an d in g y ou may wr i t e to th e Com

,

m erc ial Ban k of th i s ci ty to who m we r e fe r by p e r ,

mi ssi on .

We s en d y ou an othe r s e t o f b ooks howeve r an d , ,

w ould a sk y ou k in dly to n otify us if th e fir st s e t tu rn s

u p l at e r .

Trust in g we may b e fav or e d wi th your p a trona ge in

the futur e w e r emai n
,

Yours trul y ,

B a rwell Barton .

Howeve r can tankerous a customer may be wh at eve r ,

mean thin gs h e may s ay wh at eve r prov okin g insin u ,

at ion s he may mak e n o wi s e busine ss man wi ll allow

,

even th e to ne of h i s l e tt e r to be aff ect e d in th e l ea st

d e gr ee In wri tin g to th at custome r he will emp l oy th e
.

s am e t e rm s o f wa rm c ordi al i ty and Sh ow the same ,

 S Y S T EM IN CORRES P O ND EN CE 111

symp ath e tic in t ere st a s in th e ca s e of a mi ld c omp l ain t

fro m h i s m ost in timat e p ersonal fr ien d .

In d ee d i t i s wh en a customer i s i rr it at e d th a t y ou
,

nee d to us e y our utm ost powe rs of sooth in g sym p a thy .

N oth in g i s m or e effect ive th an to s ay th a t th e wr it er

wi ll g ive th e matt er h i s imme diat e p e rsonal att enti on ,

an d ac t pr eci s ely a s h e w ould i f a fr ien d h ad suffe red .

T he S am e L ette r Rewritt en

J an . 2 , 1919 .

M r John Ro ch e
.
,

N orwich Co nn
,
.

Dea r S ir
We are exceed in gly sorry an d gr eatly surp ri z ed to
s ee by y our l e tt er of th e 2 9th ult th a t y ou h ave n ot ye t .

r eceive d th e s et of M r S mart s b ook s wh ich y ou ord e r e d

.
’

so lon g a go You cert ainly h ave been m ost p a t ien t to

.

wai t so lo n g an d we qu i t e u n d er st an d your feelin g in

,

—
th e matt er in d ee d we should f eel pr eci s ely a s y ou do
,

we r e we in y our pos it i on .

We trust however th a t you wi ll n ot hol d us resp on

, ,

s ibl e in th i s p art icul ar cas e Th e r ecei pt we hold shows .

th at th e b ook s were pro mptly d i sp at ch e d by p ar cel post -

o n recei pt of y our o r d e r We t ry to fo rwar d th e same .

d ay th e o r d er i s receive d I t some t imes h app ens th at .

th e post office i s r emi ss an d many sh i pp er s hold th at

-

th eir r e spon s ibil i ty ceas e s th e m omen t th e goods a r e

tu rne d over to th e post offic e We howeve r always c on-
.
, ,

s i d e r th e in t ere sts of th e c us tomer a s our own un ti l he

h a s actu ally receive d th e goods in good c o ndi tio n and ,

fou n d th em to be ent i r ely s a ti sfactory .

We are s en d in g you t o d ay an oth er s e t o f b ook s I f .

th e s e t fir st di sp at ch e d should tu rn up we be g th a t y ou ,

wi ll n ot i fy us an d we wi ll forwa rd post a ge for i ts r e tu rn .

1 12 HUMA N NA T URE I N BU S I N ES S
Th ankin g y ou for y our p at ience an d c ourt e sy in thi s
m att e r we are
,

Ve ry truly y ours ,

Ba rwell Barton .

Ass i gnm ent X IV . F o rm -

L ett ers
T hink in g o f th e busi ne ss wh ich we h ave been an al yz
i n g wh il e w e study th e F or m Ch a rt fo r Co mpl ain ts o n
,
-

p ag e 1 1 3 l e t us fi r st c o n s i d er o ne by o ne wh e th e r
,

th e s e p a r a gr a phs a ppl y to th a t b us ine ss S u ch a s do.

n ot may b e ch eck e d off Th en for each p ar a g ra ph l e t

.

us w ri t e fro m th e c usto me r su ch a l e tt e r of c o mpl ain t

a s th a t p ar a gr a ph mi ght be an an swe r to men t i o nin g ,

so me sp eci fi c goods an d makin g th e l e tt e r c o mpl e t e in

eve ry r e sp ec t Finally l e t us us e th e p a r a g ra ph in a
.
,

c om pl e t e l e tt e r prop erly an swe r in g th e c o mpl ain t Only .

o ne l e tt e r u n d e r each of th e five h ea d in gs may be w ri t

t en if th a t s eems d e s i r ab l e
,
.
 W
» S T EM I N W
.
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 Prac t is e A s s ignm ent

I LLU S T RA T I V E S T U DY O F T H E GROC ERY

B U S I N ES S

T b i i h re st u die d i n a wa ill
( h e gro c ery us n ess s e y t o u st ra t e

h o w a ny b u sin ess m ay b e t a k en u p, a n d t w o o r th ree week s m ight

wel l be t hi s m o de l b y w ay o f pra c t is e e en if a n en tire l
sp en t o n v y
di ff eren t b u sin es s i s t o b e stu died F irst , w e mu st st u d o n e it em
. y
of g o o ds a t a y
t im e, th e m o st t p ic a l o f th e u s in ess, u n til w e s ee b
w w
h at qu estio n s c u st o m ers il l a sk a b ou t it , a n d h ow th o se q u est io ns
sh ou l d be weredans . T h en w e wil l t ak e a n o th er it em , an d so o n.

Eac h qu ery wil l fi rst be ans wered o ra ll y ,

a nd t h en i n a l ett er as

if it c am e b y ma il . Ou t th e gen era l l ett er rit in g

of -
w will come

c irc u l ar l ett ers , wh ich in w tu rn ill b e ex p an ded into book l et s or

c o n densed into a dvert is em ent s ) .

Le arn in g t o do B u s in es s
I t is impossibl e t o t each bu sin ess
in gen eral we must kn ow —
one b u sin es s , n o m att er wha t , i f we are t o l earn how to apply
th e gen era l p ri n c ipl es o f b us i n ess m a n a gem en t .

S u c c ess depen ds o n ex act k nowl edge o f go o ds, ex act k n owl edge

of c u st o m ers, a nd a s im pl e, ta c t f ul , en ergetic , c o mm o n sen s e -

h an dl in g of t h es e busin ess f ac ts . Ge neral ities in b us in ess b re ed

va gu en ess an d va gu en ess in b u sin es s is th e c hief ca u s e o f f ail u re
, .

Th e o nly way t o esc ap e f ro m t h e degen e ra t in g in flu en c e o f su per

fic l va gu e ess s t st u dy s m e o e bu i es at fi st h a d l ea rn
ia n i o o n s n s r n —
b u sin ess b y do in g rea l b u sines s if po ssibl e o r a t any rate st u dy ,

ing a real bus in es s .

T h e Gro c e ry B u s in e ss Op en t o al l

As we al l have to eat , e er v y m other of a f amily mu st b e a b uyer

of f o o ds, an d a ny sc h o o l c h il d
-
c an go ou t an d a sk his m o t her
t h e fi n e po in ts o n gr o c eri es N o do ub t th e m o th er, if s et
. y
s st em

at i c a l l y t o s t u d y j
t h e su b ec t , c a n l ea rn a g o o d d ea l , t o o . T h en ,
at ev er y c o rn er th ere i s a gro c e r y st o re at whic h st u den t s m ay
c a l l a n d m ak e fir st h a n d -
o b serv a t i o n s , and ge t t h eir qu estio n s
a ns wered . Any s c ie n t i fic su gges t i o n s on v
a d ert isin g which y
th e

1 14
 S Y S T EM IN C ORR ES P OND EN CE 1 15

may o ff er ou ght to b e a pprec ia t ed b y t h e groc er who wants to

get t h e b u sin ess f ro m h is c o m p et it o rs , as a ny gro c er easily c an

do if h e k n ows h o w t o v
a d ert ise sc i ent i fically , as well as h ow t o
b uy go o d gro c eri es a t ri ght p ric e s .

S u cc es s a l so depen ds o n st u dying c o m p et it i o n , a nd th e m ail

”
o rde r
“
Groc ery L ist s of S ea rs , Ro eb u ck Co . and Mo nt
go m er y W a rd Co .
, with which al l gr o c e rs have t o c o m pet e , a re

a v a il a b l e f o r th e a sk in g, v
t hese gi e a c o m pl et e t ex t o n t h e
and

gro c er y b u sin es s, i n c l u ding a l l t he sal esm a nship t ha t pro du c es a

l a rge v o l um e o f o r ders , th o , sin c e it rep res en ts t h e c o m petitio n ,

stu dent s c a n n o t c o p y a wo rd o f it b ut n everth el ess

, c a n see what
they mu st q
e u al a n d o ffset by b etter a rgu m ent s .

Me th o d o f S tu dy
Al l pupil s sh oul d p rovi de t h em s el ves wit h ma il -
order grocer y
l ist s , w
h ic h m a y b e ha d f o r t h e as k in g o n a po st card -
.

All in qu iri es o f c u st o m ers sh o u l d fi rst b e a n s ere d w o ral l y by

way of p rac t i s e o n o ra l sa l esm a n sh ip a n d p p
r e a ra t i o n f or writt en
sal esma n sh ip . P a ra l l el m o del s a nd Ex erc ise s f or t he written
sa l esm anship will b e f o u n d in th e prec edin g pa ges of this b o ok .

Su ppl em en t ary S tu dy of C l o th in g an d Fu rn itu r e B u s in es s

N ex t t o th e gro c ery b u sin ess, th e m o st o pen to v

u n i ersa l o b s er

vatio n a r e th e c l o th i n g a n d f u rn itu re b u sin esse s, in which th e sa m e

ge n eral prin c i pl e s of m ercha n di sin g m u st b e a ppl ied in a sl ightl y

di ff eren t way .

Sys t emat ic S tu dy of Human N ature

Real sal esm a n sh ip depen ds on han dl ing diff erent kinds of

cus t o m ers b a si s of tho ro u gh u n derst a n din g of ra ctic al

on a p
bu sin ess p s cyh o l o g y .

T h e great er pa rt o f t his wo rk mu st theref o re b e devo t ed t o

ex erc ises o n di ff er en t m et h o ds o f a ppeal t o di fl eren t k in ds o f

p p
e o l e T h
. e l a dy,
t h e b u sy b u sin ess m a n , t h e f a rm er, th e rea so n

ab l e an d ea s y go in g
-
c u st o m e r, the irrit a b l e c u st o m er—al l n e ed

t o b e h a n dl ed diff erentl y ,
and t h e p u pil n e eds p ro l o n ge d p rac t is e

on j
a d u st in g his m a nn er to hu m a n n a t u re c o n dit i on s . S u ch
‘

p rac t i s e i s p erh a ps t h e m o st e fi ec tiv e p o ssib l e prepa ra t io n f o r rea l

su c c ess in lif e in every d epartm ent , wh eth er b u sin ess, pro f essio na l ,
or p u b li c .
116 HUMAN NA T UR E IN BU S IN ES S

T ra in ing f o r th e Pr iva t e S e c re t a ry on H o w to Mana ge a

B u s in e s s

Every st en o gra ph er, e very b o o kk eeper, e very c l erk is a n a ssist

a nt t o t h e gen era l m a na ger, a n d a dva n c em e n t d ep en ds di rec t l y

on in crea s ed k no l edge o f h o w w to r el i ev e th e ma n a ger of

r es p o n s ib i l it i es , h o w t o d o m o re and m o re t h in gs th a t wo ul d
o t h er wis e havet o b e do n e b y t h e m a n a ger him sel f o r s o m e o n e
h igh er up . When t he st eno graph er b egin s t o u n derst a n d h o w t o
m a n a ge a b us i n ess , h o w t o b e a l i t tl e s u b s t it u t e m a n a ge r, s he is
m a de a p ri va t e s ec ret a r y ,
she g et s an v
a d a nc e in sa l a r y ; wh en
t h e b o o k k eeper or c l e rk l e a rn s m o re ab o u t m a na gi n g a b usi n es s,
he is m a de an a s si st a n t m a n a ger or a dep a rt m ent m a n a ger .

S a l e s m a n sh ip, a dve rt is in g, syst em a t i s i n g— a re all m erely pha ses

of t h e b ro a d gen era l s ub ec t o f H o w t o j Dea l W ith H u m a n
N a tu re so a s t o Get Resu l ts , H o w t o Ma na ge a B u sin ess Effi c ien tl y
and Ec o n o mica lly, H o w t o S u c c e ed .

A Fo u n dat io n C o u rs e f o r A l l B u s in e ss Wo rk e rs
This ystemat ic
s st u d y of bu sin ess in
its pha s es a n d b ra nches
a ll

—f o t h e V I TA L EL EMEN TS A T T H E B O T T OM OF AL L
—
B U S I N ES S S U CCES S sho u l d b e th e f o u n da tio n wo rk of all

g i rl s a n d a l l b oys a l l m en a nd ,
al l wo m en . I t is t h e rea l K EY
T O S U CCES S I N B U S I N ES S . S t u dy o f t he gro c er y
b u sin ess ,
the c l o t hi n g b u sin ess , t h e f u rnit u re b u s in ess , is n o thing in it sel f
b u t k nowing so m ethin g a b o ut how to c o ndu c t th es e is t he b est

p o s sib l e p p
re a ra t i o n f or b eing a s u c c ess f ul doc to r or l awyer, f o r
ex a m pl e, a goo d ra il wa y c l erk , a n fi
e f c ien t go vernm ent c o n su l , or

v
e en a go o d wi f e . We o fi er h ere t h e b ro a dest po ss ib l e t ra inin g
f o r pra c tic al su cc ess as a n A m eri c a n in a ny walk o f lif e .

EX ERCI S E 1 .

All pu pils sh o u ld b e pro vi ded with a gro cery li st , o r pri nt ed

c ata l o g o f gr o c eri e s,
su c h a s m a y b e h a d f ro m a ny o f t h e m a il

o rder h ou ses on p o s t c a r d-
re q u e st .

j ec t S U GA R W ha t l d ” “
loa f , ” “
S ub ,
. a re gra n u a t e , p o w
” “
b rown , ” “ ” “ ” “
H E ” H
dered, ca n e, b es t , an d . .
( a v e

m eyer El der ) su ga rs ?

W ha t k in d of su ga r is so l d at r et a il at ab o ut whol esal e c o st ?
Get f ro m t h e l o c al gro c er h is pric e l ist o f su ga rs -
.

What k in d o f sugar is n eeded f o r m ak in g ell j y? Fo r icin g

 SY S T EM IN CORR ES P OND EN CE 117

ca k e ? Fo r c o ff ee or t ea ? F o r gen era l t ab l e u se ? Fo r c ook in g,

as m akin g b ro w n b rea d or f ru it pu ddin g ?

-

“ Th
A f ter a c a ref ul r ea din
g of Cha pt er I , e Co nversa t io n a l
” “
S tyl e in L ett er -
Writing ,
Ope n H ow to Dea l with H um a n
” “
N a tu re in B us in ess to p g
a e 82 , An Ill u stra t iv e Cha in of
”
L et t ers , a n d st u d y o ut f or yo urs el f a
pl a n f o r d ea l i n g i t h an w
in quiry f ro m a c us t o m er in re
ga rd to su ga r, c o nsi dering espec ia l l y
h o w yo u wo ul d m ak e a di fi erenc e b etween an o ral repl y a nd a

written l etter .

EXERCI S E 2

T h e C u s t o me r I n q u iry
’
s

A ddres sed to H . E . H a rrim a n , Wideawak e Gro c ery ,

c o rn er

B la nk and B l a n k S treet s , yo u r T own a n d S ta te ( fil l in ac t u a l

st reets an d wns when

to y o u w r i t e ) .

Wha t i s yo u r l owest pric e o n su ga r ? W ill it m a k e j el ly ? Is

it cl ea r ? H ave yo u a powdered su ga r f ree f ro m cha lk ?

O ral S e T a lk
a l s -

Give the sa l esm an f ul l in f o rm atio n as yo u have l earned it

ab o v e and ex p l a i n t h a t su ga r ge t s dirty b ec a u se dipt o u t o f a
b a rr el , as it is sol d in sma l l qua nt iti es, whil e Mr H a rrima n, .

im m ed ia t ely a f t er o pen in g a b a rrel , pu t s all t h e su ga r in t o dus t

pro o f p p
a er b a gs in p o u n d,
five p o u n d, t-
e n p o u n d,
a n d do ll a r siz e - -

b a gs , so he ca n a b s o l u t el y gu a ra nt e e i ts c l ea nl in ess . Th e b est
bar ga in he ca n o ff er is lb s . of b est gra n u l a t ed c a n e -
su ga r

f or a do l l a r wi th an o r der f or t w o d o l l a rs ’
wo rth o f o th er

gr oc e ri es . F re edo m f ro m a du l t e ra t io n gu a ra n t e ed .

Ex pl a in t h is i n a pl ea sa nt s a l es t a lk , su ppo si n g th e t ea ch er is -

th e c u st o m er w h o h a s j u st en t er ed th e st o re a n d m a de th e i n qu iry,
and t ry t o eff ec t a sa l e o f a do ll a r ’
s wo rth of su ga r with a tw o
do ll a r o r der f or o t h er gr o c e ries . Mak e th e t a lk as sh o rt as

p o ss ib l e , y e t get in th e stro n gest p o ssi b l e arguments in an ea s y,

c on versatio nal t on e .

EXERCI S E 3

L e t t e r A n s w e rin g I n q u iry
Write th e pri c e l ist o f -
su ga rs on a l ittl e sl ip of a
p p er to b e
en c l o s e d it h w
o ur l ett er ,y and t h en w ri t e a l e t t e r in r epl y to a

c u st o m e r s
’
i n qu i r y as in di c a t ed ab o ve ,
m a ki n g in writin g the
118 HUMAN NA T UR E IN BU S IN ES S
sa m e sal es eff ort -
t o get a n o rder f or o n e do l l a r s o rth
’
w of su ga r

with t wo do ll a rs ’
w
o rth o f o th er gro c eri es, ith o u t in w a ny w ay
c h ecki ng a po ssib l e pu rc h as e o f sma ll er a m o unt s a t th e l is t prices .

EX ERCI S E 4

T h e O rd e r

The c u st o m er woul d l ik e t o o r de r a doll a r worth o f sugar

’
s

at th e spec ial p ri c e q u o t ed ,
b u t do e s n ot k now wh a t t o o rder in
a ddit io n .

O ra l S al e s T a l k -

F in d o ut what a re t he c o m m o n est gro c eri es q

r e u ired in all

h o useho l ds, an d in a p l ea sa n t sa l es -
t a lk s u ggest to the c ust o m er

h ow he m ay m ak e u p th e gen era l o rder a m o u nt in g t o t wo do ll a rs

r equi red t o sec ur e t h e spec ia l l o w pric e o n a d o l l a r s wo rth o f
’

su ga r . Get th e ex a c t c u rr ent p ri ces o n wha t ever yo u su ggest a nd ,

be su re y o u s u gges t o n l y c omm o n t hings every o n e wo ul d b e lik ely

t o n eed a n d ab o ut which n o s pec ia l sa l es -
ta lk might b e q
re uired.

EX ERCI S E 5

Le tt e r A c k n o wl e dgin g th e O rde r

S tu dying the f o rm “ with

o n pa ge 84 o f H o w to Deal H uman
”
N atu re in B u sin ess , writ e an wl edgm ent o f th e o rder f o r
a ck n o

a do ll ar ’
s wo rth of su ga r a s i n dica t e d a b ove a n d su ggest a l ist
,

of c o m m on a rt ic l es , with ex a c t p ri c es o u t o f wh ic h t h e o rder
,

f o r t w o do l l a rs ’
wo rth of o th er gro c eri es m a y b e ma de up .

We wil l suppos e del iveries a re f ree a n d c u st o m ers have cha rge

acc o u nt s wh en th ey write o r pay c a sh wh en th ey c om e t o th e st ore
, .

EX ERCI S E 6

A S e c o n d I n q u iry

A c ust omer wants th e fi n est k in d of l oaf su gar, in sm all tab l ets ,

a po wder ed su ga r f o r ic in g tha t can b e gua ra nt eed, a n d t h e b est
s u gar f o r m ak in g f rui t pu ddin gs -
a n d f ru it ca k e Can yo u gua r
-
.

a n t ee p u rity ?
O ral S al e s T al k -

I n this c ase p ri c e is n ot a co n si dera tio n , b ut pric es sh oul d be

m entio n ed in cident ally t o p rev ent f u rt her i nqu iri es Ex pl a in that .

“
Do m in o ” y
t he b est l o a f su ga r is p u t u p i n sa n it a r p p
a ,er b o x es
 S Y S T EM IN C ORR ES P OND EN CE 1 19

at th e re fin ery ,
b ut whic h c o st s a c en t a p o u n d m o re t h a n o rdin a r y
l oa f su ga r A s it i s pu t
. up in a n o t h er st a t e a n d sh ipp ed a s in t er
st a t e c o m m erc e it is su b j ect t o t h e U n it e d S ta t es P ur e F o o d La w .

S h ow on th e p a ck a ge t h e gu a ra n t y o f pu rity un der t h i s l aw .

S h ow t h e o ri gin a l p a c k a ge of p owd er e d su ga r wi t h ,
th e sa m e

gu a ra n t y . Try t o c o n vi n c e the c u st o m er that h e is t ak in g ab s o

l ut el y no cha nc e w h a t ev e r of get t in g a du l t era t ed go o ds

,
b u t do
m ak e him su spic i o u s firm ,
’
n ot by o v er do i n g it . U se a c l ear st a t e

m ent , an d a c ert a in a m o u nt of reser e v in m ann er in your sa l es

t a lk .

EX ERCI S E 7

Le tt e r A nswe rin g th e S e c o nd I n qu iry

Af ter stu d yin g th e l ette rs on a
p ges 84 , 8 5, an d write a
86,
p l ea sa n t and co m pl ete r epl y t o th e prec e din g inquiry c overin g
,

a ll the p oin t s m a de in th e o ral s a l es t a lk -

.

EXERCI S E 8

T ea an d C o ff e e

Th e Unit ed S tates is a gre a t c o ff ee drink in g natio n , as

-
En gl an d
i s a grea t t ea drink i n g n a ti o n , Germ a n
-
y a g ea t
r b eer drink i n g
-

n a t i o n , a n d Fra n c e a gr ea t w i n e drink in g -
n a t io n . I n t h e U n it e d
S t a t es t ea and c o ff ee a re u su a l l y so l d t o geth er, b u t t h e sa l es

e m ph asis is on c o ff ee .

Rea d th e a rt ic l e on c o ff e e in a ny go o d e n c ycl o pedia , an d n o t e

t h a t m o st of our c o ff ee c o m es f ro m B ra z il , and l it t l e or n one

“
Mo cha ” i
f ro m t h e Ea st I n di es or A r a b ia . and Java s t h ere

f o re m e rel y a b ra n d n am e or g en e ra l de sc riptive n am e f or a

c o ff ee s u ppo s ed to r esem b l e in flavo r wha t r ea l

“
Mo ch a an d
”
J ava f o rm erl y wa s .F o r the m o st pa rt n ew b ra n d n a m es n ow
t a k e it s l “
L ipt o n s C o fl ee
’ ’ ” m ay b e ha d in c a n s l ik e
p a c e .

“ ”
Lipt o n ’
s T ea .

T h e p o int s o n c o fl ee a re th e pl u m pn ess of t h e b err y , th e

f resh n ess o f t h e ro a st in g, a n d the c a re with which th e c o ff ee is
r o a st e d to j u st th e ri ght p o in t, a n d, b ack of all , th e a ge of th e
c o ff ee ( t h e b e s t c o ff ee h a vin g b ee n k ept a l o n g t im e ) .

N ot e, a l so , t h at v y
ev en a er c h ea p c o ff e e wil l yiel d a rich
c o ff e e flavor if o rly m a de—t ha t is , h ea t ed j u st t o o r j u st
p p
r e

b el ow th e b o il in g po int and k ept th ere f o r hal f an ho ur or so .

 12 0 HUMAN NA T UR E IN B U S IN ES S
It spo il s c o ff ee t o b o il it h a r d . Co fife e i s m a de c l ea r b y mi x in g

p a rt o f a n egg with t h e gr o u n d c o ff ee b ef o re t h e wa t er ,
wh ich ma y
be eith er c o l d o r b o il in g, is po ure d o n . Wh en co ff ee is l ef t st a n d

in g on th e ro n ds n d t h en wa rm e d it i s sp o il e d Co ff ee
g u a up, .

t h at i s a l ittl e o ver ro asted

-
is disa greeab l e . Th o c o ff ee is so l d

in t h e b erry or gr o u n d,
it is al ways better to grind the c o fi ee

f resh each tim e j us t b ef o re m ak ing .

EXERCI S E 9

T h e In q u iry

I have h ad a gr ea t deal of t ro ub l e in getting go o d c o ff ee . What

c an yo u rec o m m e n d as th e v y
er b est ?

O ral S al e s -
T al k on th e B e s t C o ff e e

Find o ut what ca n n e d c o ff ee i s m o st widely u sed in yo ur

l oc a l ity ( p ha ps
er L ipt o n ’
s ), and first ca l l a t t en t io n t o t ha t . T h en
t ry t o s ell yo u r own b ul k c o fl ee
’
which yo u get f reshly r o a st ed

every o t h er da y , t el l in g w h e re it c o m es f ro m , desc rib in g t h e

pl u m pn ess o f t h e b erri e s a n d st a t in g i t s a ge. The price of th e
—
,

two w
il l b e the sa me perha ps 35 c ents .

EX ERCI S E 1 0

L e t t e r in Re pl y t o I n q u iry

Give th e sa m e sa l es -
talk in a l ett e r, as b ri efly yet as enthu

sia st ical ly a n d c o n vincin gly as y o u can .

EXERCI S E 1 1

L e tt e r O rde r ing Go o ds

Writ e l etter pl a c in g a n o rder f o r a n a ssort ment o f gro c eri es,

a

i ncl u din g tw o k i n ds o f su ga r , s o m e s p ec ial t ea , a n d s o m e spec ia l

b ra n d o r gra de o f c o ff e e I n dic a t e h o w sh ipm e n t sh o ul d b e ma de ,
.

h o w th e go o ds a r e t o b e pa i d f o r , a n d pr ec is el w h er e t h e a re y y
“
t o b e s en t S tu d c a r ef u l l
. y y
H ow t o Dea l wi th H u m a n N a tu r e
”
i n B u s in e s s , Chapter I I , pages 8 7, 88, 89, t o th e m iddl e of

p g
a e 90 .
 S Y S T EM IN C ORR ES P OND EN CE 12 1

EX ERCI S E 1 2

Re pl yin g t o an I mpe rf e c t O rde r

If a cu st o m er c a ll s at th e st o r e yo u ca n a sk qu estio ns and

g ra dua ll y fin d out what is wa nt ed . L et t h e t ea c h er pl ay t h e

p rt
a o f a c ust o m e r i gn o ra nt o f wh a t h e o r sh e wa n t s , a n d a sk ing
“
va gu ely f or c o fi ee . L et th e pu pil a sk t h e n ec essa ry qu est io n s ,
or m a k e the n ec essa r y su ggest io n s t o l ea d th e c u st o mer t o a

o
p p
r er sa l e.

EXERCI S E 1 3

Reply in a l ett er t o a va gu e o r der f o r five po u n ds o f c o fl ee,

a po u n d o ft ea , t en po u n ds o f su ga r, a n d en o u gh o t h er gro c eri es

t o m a k e u p fiv e d o l la r s
’
w
o rt h , a fiv e do l l a r b il l b ein
g en c l o s ed -
.

“
y
S t u d c a ref ull H o w t o Dea ly w
i th H u ma n N ature i n B u siness ,
a
p ges 90 94, t o t ap
-
of a
p ge 95 .

EX ERCI S E 14

A n I n q u iry f o r a Go o d Gra de of C o ff e e at 2 °C .

A c ust o m er stat es tha t h e h as seen an a dv ert is em ent of c o ff ee

at 2 0c .
,
an d wa nt s to k no w i f i t is go o d c o lf ee.

O ral S a l e s T a l k -

Ex pl ain tha t f o r a dvert isin g pu rpo ses th e firm has spec ially
s el ec t ed t his c o ff ee , k n ows i t is r o as t ed j u st right , a n d gu a ra nt e es

t h a t if it is c oo k e d a cc o r din g t o di rec t io n s it wil l p ro ve en t irel y

sa t is f ac t o r y . Ex pl a in t ha t so m e eo
p p l e want t o pay th e h igh est

p ri c e f or c o ff ee , a nd that whic h l o ok s a l itt l e p l u m p er, i s a l ittl e

m ore u ni f o rm , or is a l it t l e m o r e ca ref u ll y h a n dl e d is pic k e d o u t
a n d so ld a t th e h i gh er pric e , b u t if ca re is u se d ( ca re t ha t c os t s
n o thin g ) a n e n t ir el y
sa t is f a c t o r c o fi ee y can be ha d f o r 2 oe .
,

esp ec ia l l y if it is ma de st ri c tl y a c c o rdin
g t o di rect io ns .

EX ERCI S E 1 5

L e tt er t o S e l l A dv e rt is e d 2 0c Co fle e
'

an .

S uppo sin g th e in qu iry in Ex erc is e 14 c am e b y m a il , mak e th e

ex pl a n a t i on su ggest ed in t h e Ora l S a l es T a lk
-
an d a l so su ggest

tha t t o r edu c e t ra n sp o rt a tio n c h a r ge s it wil l be a dv is a b l e to s en d

an o rder f or o th er o c ri es t h a t m ay b e n e eded, su c h as
any gr e

( m entio n c o mm o n a rt icl es al ways n ee ded ) .

12 2 HUMAN NA T UR E IN BU S IN ES S

EX ERCI S E 1 6

A Fo l l o w Up Le t t e r -

If at the end of t en days no o rder ha s b e en r ec eiv ed in y

r epl

tothe preceding, writ e a f o ll ow u p l ett er, -

briefly b ut sha rply

empha sizing t h e sa l es po int s a l rea dy st at ed

-
.

EXERCI S E 1 7

S ec o nd L e t t e r of I n q u iry
In repl y to the f o l l ow u p l ett er
-
ref err ed to in th e prece ding
ex erc is e t he c u st o m er writ es to sa y t ha t h e woul d b e will ing t o
t ry fiv e p o un ds i f Mr . H a rrima n g iv ewil l
a p os it ive gu ara n ty
t ha t it wil l b e sa tis f a cto ry , a n d wil l r ef u n d t ra n spo rt a t io n c ha rges

b o th ways in ca se it is n o t ; a n d t o m a k e u p a go o d s hipm ent h e

will send an o rder f o r fl o u r sa lt c a nned t o m ato es c a n n ed c o rn
, , , ,

c a nn ed b ea n s a n d drie d a pri c o t s
,
i f pric es a re qu o t ed An swer ,
.

t his l ett er gi ving th e des ir ed gu a ra nty with a s ec o n d ex pl a n a tio n

,

o f why t h e c o ff ee o u ght t o b e go o d b u t l ayin g sp ec ial em ph as is ,

o n t h e c o n ditio n o f gu a ra nty th at t h e m eth o d o f m ak in g sha ll b e

as direc t ed . A l so qu o t e pric es on th e a rt ic l es m e n tio n e —

d ac tua l
pric es f u rnish ed b y so m e gro c e r o r t ak en f ro m som e c u rrent ri
p ce
l ist. S ee page 97 .

EXERCI S E 1 8

T h e O r de r

Write a l ett er c o nta inin g the o rder, sp ec if yi ng h ow the goods

a re to b e shipped, wh ere ,
and wh en ,
a nd st a t e h o w paym ent will
be ma de . T hi s l ett er wil l be f ro m th e c ust o m er to th e
h o u se i n repl y t o th e o fi er m a de in th e prec edin g ex erc is e, an d

t he gu arant y on the c o fi ee sh o u l d b e r epea t ed in t he o rder .

EXERCI S E 1 9

C o mpl a in t
Th e c u stom er c al l s u p on th e t el eph o n e t o say tha t th e goo ds
have n ot b een r ec eiv ed, a nd th e y m u st c o me to ha n d a t o nc e o r
he wil l withdraw a n d c a n c el th e o rder .
 S Y S T EM IN CORRES P OND EN CE 12 3

Oral S e T al k
al s -

Ex pl a in in p
a l ea sa n t t o n e o f vo i c e t ha t i t t a k es t im e t o pa c k
u p su c h a n o rder, t im e t o get it o n t h e wa go n , wh ic h is n o t a lways

j u st st a rt in g o ut, a nd t im e t o d el i ver it ; b ut u n do u b t e dl y it is
on th e way and will be rec ei ved in a very sh o rt tim e .

EXERCI S E 2 0

A nsw e ring C o m pl a in t b y Le t t e r

S upposi ng th e sa m e c ompl a int c o m es by l etter, th e go o ds

h avin g b een sen t by ex p r e ss . Ex pl a in t ha t th e ex pr ess c o m pa n y

c al l s wit h its wa go n o nl y o nce a day, th e goo ds went o ut on th e
first ex p res s ca l l a f t er th e o rder wa s r ec eived, a nd very l ik ely
th e y wil l a lrea d y have c o me t o ha nd when this l ett er gets t o th e
c ust om er .

EXERCI S E 2 1

C u s t o m er D is s at is fie d
A f ew days l ater th e c us t o m er pl a in
exs th at t h e co fl ee is n o

go o d a n d wa nts his m o ney ref u n ded wit h tra n sporta tio n c ha rges

b o th ways saying h e will sen d

,
b a ck a ll t h e gro c eri es o rdered.

O ral S al e s T al k -

S uppo sing th e c u st o mer c a l l s a t th e st o re an d mak es the c om

pl a in t ,
i n a very i rr it a t ed a n d a ggr es si ve t o n e,
b egi n b y a skin g
h ow t h e c o ff ee wa s m a de, if it was b o il e d, a n d if b o il ed ab o u t
h o w l o n g it was b o il ed . Th e c u st o m er m ay repl y t ha t it wa s im

p o ss i b l e t o m ak e c o fl ee on a ga s s-
t o ve witho u t b o ili n g it ha rd,
and he woul dn t hav e
’
a ny c o ff e e tha t ha d t o b e m a de in an

im po ssib l e way I n r eply t o t hi s ( wh ic h t h e tea ch er sho ul d pu t

.

f o rth a s r epres ent ative o f th e cu st o m er ) , su ggest tha t o n n ea rly

a ll ga s s t ove s t h ere i s a very sm a l l b u rn er wi th o nl y t hree t o n gu es
-

of fla m e ,
and a s so o n as th e c o ff ee b o il s up it ca n be s et o ver

t his sm a ll b u rn er tu rn ed qu it e l ow and l ef t th e re f o r h al f an

h o ur with ou t b o il ing . Or a n a sb est o s l i d m ay b e pl a c ed o v er an

o r din a ry b u rn er a n d th e gas t u rn ed ra th er l ow N o d o ub t . on

t h e t ri al th e c o ff e e wa s over b o il ed, -
a very ha rd thin g t o v
a o id,

b ut a ver y im po rt a n t t hin g . Call a t t ent io n t o th e f ac t th at fir e

l es s c oo k ers will c o ok an ythin g sim pl y b y t h e h ea t in th e dish
which has o nc e c o m e to a b o il ; an d th a t sh o ws tha t w e do no t
12 4 HUMAN NA T UR E IN BU S IN ES S
n eed as mu ch h eat t o c o ok f o od or m ak e c o ff ee a s w e ha ve b een
i n t h e h a b it of suppo sin g . A sk th e c u st om er if h e will no t t ry
t his su ggesti o n .

EX ERCI S E 2 2

A n sw e rin g a L e tt e r of C o mpl ain t

I f this co mpl a int co m es b y l ett er it wil l no tb e possib l e t o ask
qu estio ns ; b ut su ppo sin g y o
gu ess
u c an wha t the t ro ub l e is,
def tly su ggest in yo u r l ett er wha t may b e do n e, why it woul d b e
a go o d thin g t o ma k e a n o th er t est , a n d yet rea ss ert that t he
c o mpan y will live f ully up to it s gu ara nt y if n ec essar y .

EXERCI S E 2 3

S tu dy c aref ul l y Chapt er I I I on th e us e of f o rm -
sent enc es a nd

p a ra g p
ra h s .

Rewrit e t h e l ett ers c a l l ed f o r i n Ex erc ise 3 , Ex erc is e 5, a nd

Ex 7 , m a k i n g t h e f u ll est po ss ib l e
erc is e u se o f th e f o ll o wing f o rm
sent enc es t o st ren gt h en yo u r wo rk :
“ wil l m ak e j el ly j ec tio n s
B eet -
su ga r no t . Th er e a re o th er ob

t o it . T ha t is why w e do n o t ha n dl e it a t a l l . We supply o nly

the very b est gra nul ated ca ne su gar, which we b uy direct f rom -

”
th e re fin ery .

“
Cl ea nl in ess is o ne o f th e m o st i m po rt ant po ints in a ll grocery
b uyin g . Yo u a re n o t in t enti o n a l ly b uyi n g a su pply o f fil th a n d

g erm s da n gero u s t o h ea l th . Yet t ha t is j u st what y u

o get f rom
t h e gro c er wh o sh o el s v out yo u r su ga r f ro m a b a rrel asyo u
o r der it , o f t en i th dirt w y ha n ds . A nyway, th ink of th e du st a n d

germ s f ro m t h e air th a t c an n o t h el p gett in g in to a n o pen b a rrel !

 S Y S T EM IN CORR ES P OND EN CE 12 5

REFI N ER Y as a m ea n s of v
a d ert isin g our g en eral gr o c er y
b u sin es s . Wh en s u ga r is sell in g o rdin a ril y f or 6 c en t s a p o u n d ,

we s ell 2 0 po u n ds f or a do l l a r in c o n n ec t i o n with an o r der f or

o t h er gr o c e ri es a m o u n t i n g t o $ 2 or ov er . Yo u h av e t o ha v e
sa l t , flo u r, p o t a t o es ,
c a n n ed c o rn , c a nn ed t o m a t o es , c o fl e e, tea .

j
O ur p ri c es a r e u st a s l o w a s yo u c a n fin d a n h ere Ju st c o n yw .

v en i en c e u s b o th b y in c l u di n
g t h e s e n e c e s s i t i es i n o u r o r de r f o r y
su ga r a n d get t ha t grea t est of a ll f ood ess en tia l s in S A N I TA R Y
O RI GI N A L P A CK A GES f o r l ess than m o st gro c ers pay t heir
jo b b ers W o n t y o u do i t ?
’
.
”

EX ERCI S E 2 4

Rewri t e th e l et t ers c a l l ed f o r in Ex erc i s e s 1 0, 1 5 , and 1 7, u sin g

t he f o l l o wi n g pa ra gra ph s o r s en t en c es when ev er y o u c a n st r en gt h en

y o ur w o rk
“
We ha n dl e Lipto n 8 Co ff ee i n a i rtight t in c a n s a t 3 5 c ent s a
’

p o u n d,
a n d w e f eel s u r e y o u wil l fin d it v e ry s a t i s f a c t o ry Mo s t .

o f o u r c u st o m ers pre f er o u r o wn B ES T C OFF EE a t t h e sa m e

p ri c e . I t ha s th e a dv a n t a ge o f b ein g f reshly r o a st ed ev er y o th er

d ay . Tha t k ee ps t h e flavo r a n d espec ia l l y the a ro m a at it s b est .

T his c o ff e e is p i c k e d o ut by our Mr . H a rrim a n him s el f . We

kno w t h at yea rs o l d A ge is requ ired t o ripen
it is at l ea st t h ree .

c o ff ee N o t a b a g is a cc ept ed wh ic h i s n o t u n i f o rm a n d ex c l u siv ely

.

l a rge pl u m p b e rri es sh owin g pl a inly th o s e l ittl e wh it e flo w er

, ,

m em b ra n c es t h a t a lways go wi th a wel l dev el o p ed c o fi ee No -

.

d o u b t yo u h a v e n o t ic e d th em i n s o m e go o d c o ff ee . Mo st gr o c ers
‘ a m ix t ur e t h at a dm its
’
m o re
'

p u t o u t a s b e s t c o fl e e or l es s
in f eri o r b e rries . P e rh a p s t h e y a ll o w t h em s el v es t o b e im po se d
on ; b u t Mr . H a rrim a n ref u s es t o l et his c u st o m er s sn fl er f ro m
hi s ea s y go ing-
t em pe r . Wh en h e b uys an d o ff er s f or sa l e the
‘
b est ’
h e in sist s on h a vin g A B S OLU T EL Y T H E B ES T ” .

“
S o m e p e o pl e i n sist o n ha vin g t h e b est , a n d a re qu it e wil l in g
to p y
a w h a t ev e r t h e b e s t c o st s , ev en if a sl i h t s u p erio rity do u b l es
g
t h e pric e Our 2 0 c en t c o ff ee i s a s g o o d a s t h e a v era ge
.
-
c o ff e e

s o l d in t h is c o u ntr , r ega r dl es s of y
th e pri c e c ha rged . Mu c h
c o ff e e c a l l e d
‘ ’
i s n o b etter in th e c u p The l o ok s m ak e
b e st .

v er y l ittl e diff eren c e t o m o st p eo pl e , a n d o cc a sio n a l sm all o r

i rregu l a r b erri es d o l it t l e h a rm i f th e c o ff e e is CA REF ULL Y
AN D F RES H L Y ROA S T ED EV ER Y OT H ER DA Y, and th e
MA K I N G IN T H E P O T I S RI GH T ”
.

If y o u wil l mak e you r c o ff e e EXA C TL Y AS WE T ELL

12 6 HUMAN NA T UR E IN B U S IN ES S
YOU TO, we wil l P OS I TI VEL
'

Y GU ARAN TEE yo u will get a

b etter c o ff ee fla vo r in
-
your m o rn in g c up f ro m our 20 -
c ent c o fl ee

tha n yo u ev er h av e got in th e pa st f ro m a 3 5 c en t c o ff ee I t ta k es
-
.

t im e t o ma k e go o d c o ff ee T h e.A rab s , t h o se pa st m a st ers in c o ff ee -

m ak in g, will no t t o u ch c o fi ee tha t h as n ot st o o d o ver a l o w fire

f o r t hree -
qu a rt ers of an h our . B ut it is F ATAL T O B OI L
”
C OFF EE ha rd .

“ f o r ma k ing GOOD
H ere is o u r r ec ipe co fi ee : Grin d m edium ,
n ot to o fin e ; u se a t a b l espo o n f ul f o r ea c h cu p ; m ix en o u gh f or
six c u ps with a t hird of a ra w egg, righ t i n t h e b o tt o m of th e
o
p ,t t ill yo u have a pa s te ( th is pr even ts a ll sign o f m u ddin es s ) ;
a dd c ol d wa t er, m ea su rin g ca r e f u l ly with a c u p a n d a ddin g a

l ittl e l ess t ha n a c up f o r t h e po t ; b rin g t o a b o il , a n d th en l et

t h e c o ff ee st a n d f or a t l ea st h a l f a n h o u r a s n ea rly a t t h e b o il in g

p o i n t as p o ss ib l e witho u t b o il in g . I f yo u u se ga s, tu rn t h e gas
v er y l ow a n d st a n d t h e po t on an a sb est o s l i d I t t a k es ha l f a n
.

ho u r t o get the flavo r f ro m u n d er th e inn er l a yer of th e c o fl ee

b ea n .
H O W T O D EA L WIT H H U MA N N AT U R E BY
L ET T ER

Wh en t o Writ e a S h o rt L et t er an d Wh en a L o ng O n e

D ON T WRI T E EXA C T LY TH E S AM E KIND

’

OF LETT ER TO AL L KIND S OF P EOP LE .

Co nside r : Do y ou al way s wr it e a sh ort l e tt er wh en

eve r y ou c an ?
Do y ou h ave a we akne ss fo r l on g l e tte rs ?
“
S top Th e fi rst ste p t owar d
. syst em in co rresp on
”
dence is th e ab il ity to wr it e a l on g l e tt e r wh en a l on g
l e tter is requ ire d an d a sh ort on e wh en a sh o rt l e tte r
,

is be st .

Writ e a L o n g L e t t er t o : Writ e a S h o rt L ett er t o

A p e rso n of l eisu rg A bu sy bu sine ss man .

A wom an . An in diff e ren t man o n

A cu st ome r who h as wh o m y ou wan t t o mak e a
a sk e d y ou a qu e stio n . sh a rp imp r e ssio n .

A cu st o mer wh o is an gry A p e rson who has writ

an d nee ds qu ie tin g do wn ,
t en y ou ab ou t a trivial
an d wil l be m ade m ore m atter for wh ich h e ca res
an gry if y ou s eem t o sl igh t l ittl e.

h im . A man wh o wants onl y a

A m an wh o is inter e ste d ,
r ec o r d o r a
p iece o f in f o r

b u t mu st be c onvince d b e m ation .

f o re h e wil l b u y you r A p e rson wh o nee ds onl y

go o ds . th e sl igh te st r em in de r o f
s o me th in g h e h as f orgott en

o r o ve rl ook e d .
12 8 HUMAN NA T UR E IN BU S IN ES S
Neve r w rite a l on ge r l e tte r th an y ou h ave go od reaso n
t o bel ieve wil l be r e a d all th r ou gh A bu s y bus iness .

m an will neve r wa de th rou gh a l o n g expl a n atio n .

I f th e p e rson to wh o m y ou w rite h as pl enty o f t ime ,

an d w an ts t o h e a r wh at y o u h ave t o s ay wr it e a s l o n g ,

a l e tte r as y ou r t ime an d b rain wil l p e rmit Th o a .

p e r so n m ay w rit e sh o r t l e t t e r s bec au s e h e fin ds it h a r d
t o write l o n g one s h e l ike s t o get an d r e a d l o n g o ne s
,

that cl earl y sta t e all th e matt e rs h e is de sirous o f kn ow

in g .

A woman wi ll u su al l y re ad th rou gh th e l on gest l etter ,

an d l ik e s a fu ll ex p l an at io n .

Wh en a cu sto me r wr ite s f o r sp ec ial in form ation it ,

is disc ou rt e ou s to c u t h im o ff w ith a sh o rt l e tte r an d ,

th e disc ou rte sy is u su al l y f el t k eenl y .

Wh en a cu sto me r h as bec o me ve ry an gry ab ou t s ome

real o r f anc ie d wr on g an d h as given a gr ea t de al o f
,

t ime t o th inkin g ove r h is t rou b l e s th e o nl y h o p e o f ,

k ee pin g his bu sine ss l ies in writin g h im a l on g sym ,

p a th e t ic h
,
ea r t t o-
h ea
-
r t f r an k t a l
,
k c o nce di n g a l l
, y ou

can an d doin g y ou r u tm o st to get h im into a r e aso n

,

abl e frame o f min d I t will p ay fo r th e sp ecial eff ort

. .

TWO

How to Writ e a L et t e r T h a t Wil l Get A tt en t io n

It mak e s a great deal o f di ff e rence wh eth e r y ou are

w ritin g t o a man wh o kn o ws l ittl e o r n oth in g o f y ou ,

sol ic itin g h im t o give y ou h is t ime an d a tt en tio n ; o r t o

o n e wh o h as w ritt en t o y o u f o r in fo rm atio n I t is o n e .

th in g t o c ircu l ar ize a l ist o f name s an d qu it e an o th e r ,

t o get o r de rs f ro m inqu irie s s en t in r e sp on se t o adv er

t isin g .

Wh en y ou circu l arize a l ist of n ame s ,

th e first l e tte r
 HUMAN NA T UR E B Y LETT ER 129

s ent se rve s th e pu rp ose o f th e newspap e r o r magaz ine

a dve rtisement I t must ab o ve al l get attention an d get
.
,

it in a ve ry e ff ec tive w ay f or c ir cu l ariz in g is at l e ast

,

twen ty t ime s as c o stl y a s gene ral a dve rt isin g an d th e ,

c ircu l ar is j us t ab ou t as l ikel y t o be p u t in th e waste

p pa e r b a ske t as t h e a d ve r tisin g p g a e s t o be t u r ne d o ve r

with ou t be in g l o oke d at .

A first sol ic itin g l ette r mu st be c onstru ct e d on pre

c isel y th e same p rinc ipl e s as an a dve rtisement : I t mu st

a ttra c t at ten tio n ; it mu st fix t h e a tten tio n imme dia tel y

o n s ome th in g th at wil l c o rre sp on d t o a w an t ( al ive o r

dorm an t ) in th e re a de r ; it mu st sta t e cl e arl y an d c on

c isel y j u st wh a t y ou h ave t o o ff e r ; it mu st give s o me

p r o o f ; i t m us t in dic a t e t h e p r i ce a n d th e s im pl e a n d
e asy way to get th e thin g off e re d .

The gr e at dan ge r is th at y ou w ill say t o o mu ch A .

first l ette r sh ou l d be n o l onger than a fair advertisement .

A ttentio n sh ou l d be attrac te d by c ol o r o f p ap er o dd ,

ity o f envel o p a be au tifu l p ictu re e sp ec ial ne atne ss

, , ,

hi gh p rice d sta tio ne ry o r th e l ike

-

,
. T h e se thin gs tak e
th e p l a ce o f displ ay in a dve rtisin g .

Th e a tt en tio n sh ou l d be fix t by some stron g dir ec t , ,

p e rs o n al a pp e a l t o s o me kn o wn w a n t . F or exam p l e
Can y ou sp el l ? I h ave the o nl y h o me stu dy sp el l in g -

book eve r p u bl ish e d an d it give s r es u l ts wh ich I da r e

,
—
”
say is tru e o f n o th in g el s e y ou eve r trie d in th is l ine .

T h ere is n othin g l ike frankness in expl ain in g you r

me th o d an d j u st h ow you r me dic ine o r y ou r m a ch ine
,

o r y o u r pl a n o f in stru c t io n w o rk s . T hi s sh ou l d be done
b riefly b u t ve ry p ointe dl y
, .

Wh il e te stim on ial s are generall y encl ose d on a sep

a r a t e sh ee t ,
th e stron ge st in do rsement y ou h ave if it ,

exactl y fits you r cu stome r sh ou l d be given in th e l e tte r ;

,

o r y ou may make s ome gene r al in dorsin g sta t ement ,

callin g attention to te stimonial s .

130 HUMAN NA T UR E IN BU S IN ES S
F in al l y sta te cl e arl y j u st wh at y ou w ant you r c u s
,

t o me r t o do an d a rra n ge eve ryth in g c onven ien tl y an d

,

t o h is h an d even t o p ro v idin g a b l ank an d say in g ,

“
S ign h e re T h e re is n oth in g l ik e makin g thin gs
.

e asy .

Circ u l a r L ett er S o l ic it ing A dv ert isin g

( Le t t e
r
-
h ea d Coll ie r
’
8 Weekl y )
Decembe r 3 1 , 1 903 .

Dear S ir
Un de r se parate c ove r I sen d y ou a Remin gt on art
c al en dar th e fi rst o f a se rie s f o r 1 904 Remin gton s
,
.
’

wo rk wil l app e ar excl us ive l y in Coll ie r s h e re a fte r ’

.

P l e as e acce p t th e c al en da r w ith my be st wish e s f o r th e

new ye ar I t is gra tify in g in l o ok in g b ack o ve r 1 903
.
, ,

t o n o t e th e p r o gre ss C o l l ie r s h as m a de In th e fi rst
’
.

p l a ce S h
,
e rl o c k H o l mes h as d eve l o p e d a gr e a t f o ll o w
“ ”
in g . Winsto n Chu r ch il l th e au th or o f Th e Crisis,
“
an d R ich a rd Carvel h as been s ecu re d s e riall y for
, , ,

—
C ol l ie r s so me th in g n o pu b l ish e r eve r acc o m plishe d
’

be fo re .

Charl e s D an a Gib son Ame rica s l ea din g art ist draws

’
, ,

excl u sivel y f or Col l ie r s an d on e o th e r p u bl ica tion }

’

Coll ie r s c ame ras an d Col l ie r s c o rr e sp on den ts have

’ ’

been on th e s p ot wh e re w o rl d h ist ory w a s m akin g -

.

Th e gre at men in p u bl ic l ife h ave writt en f o r Coll ie r s

’

o f even t s th ey th em se l ve s a re m ak in g .

An e dit orial p age u nsu rp asse d in its s cop e an d wh ol e

s om en ess h as given Coll ie r s r e a de r s a c o mp r eh en sive
’

view o f the be st th ou gh t on al l su bjects th e a ctive m an

o f affairs de sir e s .

Ou r a dve rtisin g su mm aries sh o w a to tal a pp r ox i

m atin g l ine s fo r th e ye ar T his is a 2 0 p er cent
. .

inc re ase ove r l ast ye ar s b u sine ss I t is an oth e r st e p in

’
.
 HUMAN NA T UR E B Y LETT ER 1 31

May 1 904 be a ye a r fil l e d with su cce ss f or y ou r bu si

With be st wish es I am ,

V e ry tru l y y ou rs ,

Co n dé N a st .

N o t es

P e rh ap s th e m ost diflicu l t su bject on which to write

a c ir c u l a r l e tt e r th at wil l get a tt en tio n is a dve rt isemen t

s o l ic itin g . I get th ree o r fou r su ch l ette rs eve ry day .

I gl ance at th em an d th ro w th em in th e w aste p ap e r -

b ask et On e neve r th inks o f an swe rin g a c ir cu l ar so

.

l ic itin g l e tt e r I h ave onl y a ce rtain am ou nt o f m oney

.

t o sp en d o n a dve rtisin g an d I h ave m a de u p my m in d

,

p r e t t y we l l w h e r e I w i sh t o p l a ce it N o w a n d t
. h en a

canvasse r c o me s into my offi ce an d p ersu ade s me into

so me th in g b u t th e ab ove is th e o nl y l e tt e r s ol ic itin g a d
,

v ertisin g t o wh ich I eve r gave my int e r e ste d att en tion .

I t was an imi tatio n o f typ ewrit in g on go o d l inen p ap e r , ,

with a ne at sim pl e h e ad p rinte d in green ink Th e

,
.

l ette r w as in green typ e Th e e ff ec t w a s o dd b u t

.
,

p l e a s in g
. T h e c a l en da r c a me a t t h e s a me t ime a n d w a s ,

w orth h avin g Th at gift got my attention

. .

S o I re a d th e l e tter I w as inte r este d in what h ad

.

been done Th e figu r es s eeme d t o c arry some p ro of

.

with th em Wh en I fin ish e d I sh ou l d h ave been wil l in g

.

t o do s ome th in g f o r th at m an B u t h e h a dn t aske d me
’
.

t o do anyth in g an d h is l e tt er did n ot r e all y c o nvince

,

me th at I sh ou l d pl a ce my a dvertisin g in h is me diu m .

I sh ou l d h ave l ist ene d with inte re st t o an y argu ment h e

m igh t h ave p re sente d .

This l ette r was very e ff ective in gettin g attention an d ,

in settin g f o rth h ow th e p e rio dic al w a s r e a ch in g its

rea de rs ; an d it offe r e d s ome p r oo f o f a dve rtisin g val u e
1 32 HUMAN NA T UR E IN BU S IN ES S
in the n u mbe r of l ine s p rinte d durin g th e year j ust
p a ss e d ; b u t I t h in k i t sh o u l d h a ve d o ne m o r e t h en an d
th e re . H a d I been writ in g th at l e tte r I sh oul d h ave
encl ose d a p ostal ca rd askin g wh at a dve rtisin g w as c on
t em p l ate d f o r th e ye ar t o c o me an d wh at cl asse s o f ,

e
p p o l e i t w a s e s p ec ia l l y d e s i r e d t o r e a c h a l s o
,
w h a t s p a ce
wou l d m ost gene ral l y be u se d With th at in fo rmat ion .
,

an a dve rt is in g m an a ge r m igh t b r in g sp ec ial p ro o f o f r e

su l ts s ec u r e d by o th e rs in th at l ine an d al so p r oo f th at ,

th e p e rio dic al went to th e cl ass o f p e o pl e th e a dve r tis e r

wish e d to re ach I t w o u l d h ave been wel l in dee d to
.
, ,

g ive in t h e l e t t e r it s e l f a t l e a st a l ine in r e ga r d t o t h e

cl ass o f p e opl e wh o r e a d Coll ie r s ’

.

M ost go od a dve rtisin g ma tt e r w in s on some on e o r two

stro n g p o in ts ; b u t if it c ou l d be st ro n g o n al l p o in ts it

w ou l d win more .

TH REE

H o w to Writ e a L e tt e r t h a t Will D ev el o p Int eres t

Wh atever a fi rst l e tte r do e s it mu st get th e attention
,

o f th e rece ive r— it m u st m ake a fav o rabl e imp re ssion .

A s th e l e tte r mu st be b rie f th e in te re st m ay n ot be ve ry
,

deep . Th e su sce ptibl e c u sto me r w il l re sp on d a t o nce ;

th e l e ss su sce p tibl e c u sto me r w il l nee d t o h ave h is in
t erest devel op e d .

Th e s ec on d l e tte r sh ou l d be j ust l ik e th e fi rst o nl y ,

l on ge r str o n ge r m or e de ta il e d
, ,
Try t o devel op the
want an d m ake it al ive by sh owin g th e cu sto me r j u st
h ow mu ch be tt er o ff h e w ou l d be if h e h a d th e th in g .

T h en tel l once m o r e an d m o re in de ta il j u st h ow y ou r
,

a p p l ia nce o r s ch eme w o rk s j u st wh at it is I f y ou
,
.

h ave th r ee go o d in do rsements in th e first l e tt e r give ,

s ix o r seven in th e s ec o n d Once m o re encl o se bl ank s

.

an d p o in t o u t eve ry ste p nece ssary t o be ta k en in ,

“ ”
cl u din g S ign he re .
 ‘

HUMAN NA T UR E BY LETT ER 1 33

Many p e opl e are in dol ent an d mu ch bu sine ss is l ost

,

by mak in g th e p ro cess o f getting a thin g to o l on g or

h ar d. Th e ide al way w ou l d be t o re du ce th e nece ssary
e ff o rt to th at o f signin g on e s n ame t o a p o stal card an d
’

dr op p in g th e c a r d in a l e tt e r b ox Th e thin g is t o get
-
.

a m an t o dec ide whil e h e f eel s l ike it .

Often it is a go o d th in g t o give so me in du cement fo r

—
imme dia te dec ision a sl igh tl y l owe r p rice e asier p ay ,

ment o r so me sm al l p remiu m I f th e se ar e n ot p rac

, .

tic ab l e an a rgu men t f o r imme diat e a c tio n m ay be in

,

t ro du c ed a s in th e c a s e o f sol ic itin g l if e in su r ance

,
It .

is said th at al m o st an y m an y ou mee t o n th e str ee t w ill

say h e bel ieve s in in su r ance an d is go in g t o t ake s ome
,
“ ”
o u t nex t m o n th o r nex t ye a r
,
or l ate r Th e th ing
,
.

is to m ake h im dec ide n ow .

Gr e at c ar e sh o u l d al w ays be t ak en neve r to encl ose t o o

mu ch in a c ir cu l ar l e tte r Onl y on e th in g at a time
.
,

an d n o t t oo m u ch o f th at ! Y ou r l ette r th e first time

m ay be n o te p ap e r size typ ew ritt en dou bl e sp a ce d on e
-

, ,
-

n ot e p age an d a few l ine s on an o th e r The in do rsements .

m ay be p rin te d on th e l owe r h al f o f th e sec on d p age ,

wh er e th ey c an n o t be m isse d T hree o r f ou r goo d ones

.

ar e en ou gh A b ookl e t de sc rib in g m or e in detail h ow

.

th e th in g w o rk s o r th e st o ry o f its devel o p ment m ay

, ,

be encl o se d f or th ose wh o h ave l e isu r e for an d wan t ,

m or e r e adin g m atte r -
.

Th e s ec o n d l e tt e r m ay be sin gl e sp a ce d fu l l l e tte r size

- -

with twice a s m any t e stim onial s I t sh ou l d be th e ve ry .

str o n ge st a r gu men t y o u c an p o ss ib l y m ake Y ou r m otto .

“ ”
in th is l e tt e r sh o u l d be Now o r neve r .

L et t e rs t o Get Life In su ra n c e B u s in es s
On e ofm o st su cce ssfu l l ife in su rance agents I
th e
kn o w recentl y sent me a c o u pl e o f l ett e rs wh ich a p pe ar
t o me to mee t th e tw o m ain objec tio n s m o r e squ arel y an d
1 34 HUMAN NA T UR E IN BU S IN ESS
su cce ssfu l ly th an an y l et te rs I eve r saw be fore an d I ,

h ave seen a l ar ge n u mbe r Th e first is dev o t e d t o th e

.

—
qu estion s o f del ay p u ttin g th e matte r off I t sets a .

—
dat e May 30 P a ss th at da te an d y ou r ne gl ec t c osts
.
,

y o u $ 1 90 .

He re is t h e l e t t e r .

De ar S ir
I desire t o call y ou r atten tion to th e fa ct th at in l ife
insu rance th e r at e is al w ays fi gu re d at th e ne ar e st a ge ,

th at is y ou wil l be r at e d a t y o u r p r e sen t a ge u n til six

,

m onth s a fte r y ou r b irth day ; th e re f ore if my rec ord is ,

c orrec t yo u r age ch an ge s on May 30 incr e asin g th e c o st

, ,

of in su rance $8 fo r eve ry yea r du rin g th e con

t in u an ce o f th e p ol icy wh ich a ggr e gat e s with 5 p er cent
,
.

in t e re st f o r th e p e rio d n ame d $ 190 ,

.

T h is inc re ase d c o st c an be save d by tak in g th e in su r

a nce N OW o r be fo r e y ou a r e r at e d o n e ye ar ol de r
, .

I f y ou a re c on t em pl at in g takin g any in su rance y ou , ,

o f c o u rs e do n o t c are t o p ay m o re th an is nece ss ary

,

wh en y ou can secu re it at a l e ss p rice by ac tin g n ow .

I encl ose h e rewith statistic al statement on th e ab ove

p ol icy .

Y ou rs tru l y ,

Th e ec on d great objec tion to meet is

s Can t aff ord ,
’

”
it ' To mee t th is o ff e r th e c h e ap e st th in g in life in
,

su rance th a t is t o be h a d Wh en a m an says h e c an
.

n o t a ff o r d it h e is u su al l y th ink in g o f a h igh p r ice d -

p o l icy . I f h e we r e c o n f r o n t e d w ith a n o ff e r o f l i f e in
“ ”
su r ance at fire in su rance r a te s h e w ou l d p r ob a bl y
,

be startl e d an d th e obj ec tio n o f c ost w o u l d be o ve r

,

c ome as far as it c ou l d be He r e is a l e tt e r acc o mp any

.

in g a stat emen t in wh ich in su rance is o ffe r e d fo r

$ 1 1 5 Th e cl eve r ar gu mentative c o mp arison to fire in
.

su r ance w ou l d ca tch m any a b u sine ss man for m ost ,

 HUMAN NA T UR E B Y LETT ER 1 35

bus ine ss men w o u l d be h orrifie d at th e idea of fail in g

t o c a rry fire in su r a nce on th e ir b u il din gs an d sto ck .

T h is is th e l e tte r
De ar Sir
T e rm Lif e Insu rance is n ow written at p ractic al ly
the same p ro p o rtio n at e c o st as is F ir e Insu rance .

You w ou l d neve r p e rm it a v al u abl e bu il din g t o go u n

in su re d a gainst l oss by fire . Wh y shou l d y ou in su re th e
P R OP ER TY which is th e p ro du c t o f you r l ife w o rk -
,

a n d l et th e LIF E th at p ro du ce s th e p r o p e rty go n u

insu re d ? In event o f a fire th er e is l ikel y t o be a

,

p a r t ia l l oss
,
w h il e y o u r d e a th m u st be a t o t a l
,
ir r ep a

r a b l e l oss t o y ou r f a m il y .

I take th e l ibe rty o f encl osin g h erewith a stat ement

f o r a Co nve rtibl e T e rm P ol icy wh ich I k n o w w il l p r o ve
o f in t e r e st t o y ou as it h as th e se grea t a dva n t a ge s
,

1 I t give s y ou excell ent p rotec tion at the ve ry l owe st

.

p r em iu m
.

2 . I t gr an ts you the option o f exch an gin g the p ol icy

a t a n y t ime f o r an y o th e r c o n t ra c t issu e d by th e Com

p a ny w i th o u t me di ca l ex a m i n at io.n
3 I t en abl e s y ou t o exch an ge this p ol icy within th e
.

next five o r s even ye ar s an d secu re th e benefit o f you r

p r e s en t a ge a n d l o we r r a t e, g iv in g y o u t h e c h o i ce o f a n y
o t h e r p o l icy w ritt en by th e Co m p a ny u p o n y ou r p ayin g

th e b a ck diff e r ence in p r em iu m s with in t e r est .

4 I t give s y ou in su rance t em p o r a ril y wh il e y ou are

.

dec idin g wh at p e rm anent c o ntr ac t su its y o u be st .

5 I t sec u re s ap p r ov al o f th e r isk n ow wh il e if de
.
, ,

l aye d y ou m igh t n o t be ab l e t o p as s ex am in atio n

, .

Th e p ol icy h a s th e ve ry imp o rtan t f e atu r e o f bein g

p a i d i n a n a nn u a l inc o me t o y ou r benefic i a r y f o r a ce r

t ain nu mbe r o f ye ar s i f y o u so de sir e

, .

I sh ou l d be pl e ase d to mak e an ap p ointment at any

1 36 HUMAN NA T UR E IN BU S IN ES S
t ime c onven ient t o y ou , an d discu ss this matte r m ore in
de tail .

Y ou r s tr ul y,

I bel ieve th at if insu rance men w oul d c oncentrat e

u p on th e se tw o p o int s a n d p e rsist en tl y f oll o w o u t th is
,

c ou rse o f h amme rin g away on th e a dde d c ost of eve ry

yea r figu rin g it ou t in cash an d al so p e rsistentl y k ee p
, ,

l ow p ric ed in su rance t o th e f o re t il l th e re is an o p p or
-

—
tu n ity t o t al k th e h igh e r p r ice d th ey w ou l d win in
-

evitabl y ove r th e men wh o sp rea d th em sel ve s over th e

whol e su bject .

T h ere is an othe r p oin t on wh ich I wish to give a w ord ,

h oweve r Th e en do wmen t is a f avo rite p ol icy b u t I

.
,

neve r s aw a sta temen t which sh owe d me j u st wh at I

c ou l d exp ect t o get M ost men a re a l ittl e sl o w at fig
.

u res . A c al cu l ation bal ks them Eve ryt h in g sh oul d be

.

fi gu re d ou t so th at it can be s een at a gl ance an d n o ,

c al cu l ation s even the m ost simpl e sh ou l d be requ ire d

, ,

o f th e r ea de r Mak e a l ittl e tabl e

. .

FOUR

H o w to Writ e a L ett er T h a t Will Co m p el an Ans w e r

Many busine ss men ( m ost busine ss men in fact ) are ,

a fra id to say anyth in g irritatin g t o a p oss ibl e cus to me r

fo r fe ar th ey wil l fright en th at cu stome r away Bu t .

s c ient ific irr ita tio n is o ft en o n e o f th e m ost u se f ul th in gs

in th e w o rl d T h e re is a l arge c l ass o f men th at w il l re

.

main de a f t o al l you r argu ments all you r t e stim onial s , ,

al l y ou r p e rsist en t h amme r in g b u t w il l r e sp on d t o ju
,

dic iou s irrita tion I f oun d th at ou t wh en I w as r eview

.

in g b ook s an d w rot e to p u bl ish e rs f o r r eview c o p ie s It .

was a kin d o f a dve rtisement s ol ic itin g Oft en my .

earne st r equ ests we re ign ore d bu t very sel dom my ,

 HUMAN NA T UR E B Y LETT ER 1 37

irrita tin g l e tt e rs ; an d I l earne d to write th em so th at I

al mo st neve r got a re fu sal Th e pu bl ish e r w as sl ightl y
.

ann oye d ; b u t h e did wh at I w ant e d h im to do .

Nex t to th e irritatin g meth o d o f ge ttin g an an swer is

t h at o f go o d hu m o r e d p e rs ist ence o r frank a pp e al f o r
-

c ou rtesy f ro m m an to m an .

“
Th e irrita tin g typ e : De ar S ir : Wil l y ou be c ou r
t eo u s en ou gh to m ark th e encl o se d p o st c ard an d -

r e tu rn it . Wh en on e m an addre sse s an oth er even th o ,

u n s olic it e d inna t e c ou rt e sy w ou l d p r o mp t an answe r

,
.

To give th is answe r h one stl y w ill r equ ir e b u t a sm al l

eff ort on you r p art an d I ask y ou as a p e rsonal favor
,
”
t o me t o gran t th is c o u rte sy .

Th e p ostal ca r d with th is l ett e r s el f a ddr e st o f c ou rs e

,
-

m ay c on ta in ex a ctl y th e qu e stion s y ou w ou l d l ik e an
s were d as f o r ex am pl e
, ,
“ ‘
A r e y ou in t h e l e ast de gr ee int e r e st e d I
H ave y ou h ad t ime t o re ad an y o f th e matter sent
” “
y o u ? I f y o u a r e n o t n o w in a p o s it i o n t o t a k e t h is

matte r u p are y ou l ikel y t o be at any t ime in the

,
” “
f utu re ? Wh en ap p rox im at el y wou l d y ou l ike an
, ,
” “
o th e r c o py o f any o f th e c ir cu l ars s en t y o u ? Woul d
y o u l ike m o r e ev i d ence th a t w e h a ve ex a c tl y t h e t h in g
” “
f or y o u ? Do y ou p r e fe r n ot t o be trou bl e d fu rth e r
”
in this m att e r ?
Th e p o st al c ar d m ay be arr an ge d to be ch ecke d w ith ,

bl an k dott e d l ine s an d th e m an s n ame m ay even be

,
’

written at th e b ottom o f it s o al l h e h as to do is t o
,

ch eck .

I t is imp ort ant t o kn ow wh en t o stop wr itin g t o a

p oss i b l e c u st o me r
,
a n d in t h e m a j o r it y o f c a s e s a b o u t t h e

th ir d l e tte r is th e t ime t o fin d ou t . Onl y th os e wh o in

dic ate c o nt inu in g int e re st sh ou l d be foll o we d u p .It
will u su al l y be ch e ap e r t o dro p th e de a d o ne s an d l o ok
f or a n ew an d f resh e r l ist . In many c ases th e money
138 HUMAN NA T UR E IN BU S IN ES S
wil l be mu ch bette r sp ent in direct a dve rtisin g whe re ,

new inqu ire rs wil l r esp on d with fr e sh enth usiasm .

L et t ers t o Co m pel an An sw er
A poor l e tte r
In writin g an irritating l e tte r t o c o mp el an answer it
is im p ortan t that th e gre at e st c ar e be tak en n ot t o be
discou rte ou s o r give an y r e al grou n d fo r off en se The .

f ol l owin g l e tte r wa s w ritten by an a m at eu r wh o o ve rdid

th e m atte r an d su ccee de d in ma kin g an enemy
,

Dear S ir
T h e re are two kin ds o f men who c onside r my p rop o
sition — th e wide aw ak e k in d an d th e sl o w kin d
-
Th e .

Wide awake m an m ay h ave re asons fo r n ot cl osing with

-

my offe r ; b u t if h e do es h e kn o ws wh at th ey are an d
s ta t e s th em f ra nkl y an d c ou rt e o u sl y .

I h ave w ritt en y ou seve ral time s an d it wou l d be ,

o nl y c ou rte o u s in y o u t o l et me kn o w wh e th e r y ou h ave

r ece ive d my l e tt e rs an d if t h ey h ave in t e r e ste d y ou

,
I .

encl ose a p o st card an d I a p p eal t o y o u as a gentl e

-

man to t ake a few sec on ds to wr it e u p on it y ou r feel ings

on the su bjec t I h ave been p r e s ent in g .

T rul y y ou rs ,

On e p ost ca rd came
-
b ack with th e in sc riptio n , My
”
feel in g is that y ou a re an a s s . Th ee fe rence
r to wide
awake an d sl ow kin ds o f men w as a mis tak e .

A better me th o d
A simpl e device for c omp ell in g an an swe r an d on e
wh ich h as been p rove d t o w o rk m or e o ften th an any
o th e r is t o w rit e a p e rs o n al l e tt e r sta tin g y ou r case

b riefly an d m akin g a simpl e c ou rte ou s in o fi en siv e in

, ,

qu iry c once rnin g wh at y ou wan t t o kn ow Co min g at .

th e en d o f a s e rie s o f s ol ic it in g l e tt e rs su ch a l ette r as
,

this is n ot l ik el y to b rin g an answe r Wh en su fiicien t

.
‘
 HUMAN NA T UR E BY LETT ER 1 39

time has el apse d ( ten days or two weeks ) encl ose a c opy
of th is l e tt e r with th e f ol l owin g :

Dear S ir
I encl ose a copy o f a l ette r whi ch I sent y ou tw o wee ks
a go .I sh al l be gre atl y in debte d to y ou if y ou wil l h ave
the c ourtesy t o re pl y at y ou r e arl y c onven ience .

V e ry t rul y y ou rs ,

This c ontain s j u st the righ t am oun t o f irritation n ot

t o o ff en d n ot th e l ea st p art o f wh ich is th e device o f
,

encl osin g c opy o f th e l ette r p r eviou sl y s ent .

Here is a l e tter th at might be u se d in some case s

De ar S 1r
I h ave written y ou a nu mber o f times in re gard to a
m atte r th at is ve ry ne ar my h e art I sh ou l d like to in
.

t erest y ou in wh at I h ave t o off e r I h ave n ow said

.
,

h oweve r al l I c an say an d do n ot w ish t o trou bl e y ou

, ,

f u rthe r if it is u sel e ss to do so .

A s a gen tl em an a pp e al in g t o a gentl eman I want to

, ,

a sk th e c ou rt e sy o f a l ine f r o m y ou o n th e encl ose d p o st

card statin g wh eth er or n ot it is w orth whil e to a ddre ss

y ou a g a in I f y
. o u r e pl y ,
I sh a ll ce rt a inl y a pp rec ia t e
you r c onside ration .

T ru l y you rs ,

A l etter o f th is kin d sh o u l d n ot be l on ger .

An oth er f orm
De ar S 1r
I h ave w ritten y ou thr ee time s b u t h ave n ot had the
c ou rt e sy o f a re pl y t o any o f th e se l ette rs .

I a dmit th at I wrote u n sol icit e d an d th at y ou wer e

,

n o t u n de r o bl igatio n t o r e p l y exce p t a s yo u r p e r sonal

int ere st or y ou r s en se o f c ou rt e sy m igh t p r ompt .

“ ” “
I tru st that this p e rson al intere st or sense o f
1 40 HUMAN NA T UR E IN B U S I N ES S
c ou rt esy will p romp t y ou to u se th e encl o se d p ost ca rd -

t o give me a b rie f an swe r t o at l eas t o n e o f th e qu estion s .

Y ou rs trul y ,

Th eca rd might re a d
Have y ou any int e re st in the su bj ect o f
Do y ou bel ieve th at I h ave anyt hin g o f v al u e to off re
y o u ?
May I ex p ect t o h ear fro m y o u l at e r ? Wh en ?
Just wh at w ou l d you l ik e if y ou we re abl e to fin d it ?

F I VE

H o w t o Do B u sin es s With a Reas o nab l e Cu s to m er

I t is so ea syt o get al o n g w ith

a r e aso n abl e cu stome r
th a t th e re is dan ge r th a t h e w ill
be b adl y tre ate d He .

is given th e w o rs t s el ec t io n o f goo ds bec au se all th e be st

h ave been p ick e d o u t fo r th e ch ron ic ki cke rs ; l ittl e
attention is p aid to expl ain in g th in gs t o h im bec aus e it ,

is kn o wn th a t h e w il l u n de rs t an d al l th e c ircu m st ances
wh en th ey a re ex pl a ine d He is symp ath etic an d s ees
.

you r p oint o f v iew at o nce B e in g sym p ath e tic is in

.
,

dee d a sort o f weakne ss o f h is an d y o u na tu r all y tak e

, ,

a dvantage o f h im .

Th e r e su l t is th a t some day y ou r r e aso n abl e cus t o me r

be tak es h im sel f el sewh e re an d wh il e h e an swe rs al l yo u r
,

l e tt e rs p ol it el y y ou neve r fin d o u t j u s t why h e t r ans

,

f e rre d his tra de to some o n e el se .

He re are a f ew ru l es f o r gu idance in de al in g with a

r ea sonab l e c u st o me r s o as t o k ee p h im as a p e r m anen t

a sse t o f th e h ou s e f or th e r e aso n ab l e c us t o me r r igh tl y

,

t r eat e d is as go o d a s a dividen d on th e sto ck a n y day ,

an d n o t o nl y a div iden d f or th is yea r b u t f o r nex t an d

, ,

s o on in defin it el y .

Neve r l et th e small e st ma tt er go u nexpl aine d An ap .

 HUMAN NA T UR E B Y LETT ER 1 41

p earan c e o f be in g a rb itrary is m ost de stru ctive o f bu si

ness I f y ou a re sl ow in r e pl yin g to a l e tter even ex
.
, ,

p l a in b ri efly w h a t h a s c au s e d t h e d e l ay I f y ou can .

n o t get an o r de r o u t j u st wh en p r o m ise d w rit e in a d ,

vance o f an y c ompl a in t an d tel l j u st why an d j u st wh at ,

m ay be ex p ect e d .

Neve r a rgu e S tat e you r case ful l y an d cl earl y an d

.
,

if you r cu st o me r is n o t c onvince d t u rn squ ar el y ab ou t

,

an d t ry t o a rran ge so me p l a n t h a t will be satis fa cto ry t o

him . Th e r e ason ab l e c u sto me r w ants t o get matte rs s et

tl ed as qu ickl y a s p o ssibl e an d n othin g is so su r e t o
,

drive h im away as dr a ggin g th in gs o u t te diou sl y .

B e frank S tat e you r p osition in r e gard to a rise in

.

p r i ces f o r,
in sta nce o r r e fu sa,
l t o h a n dl e ce rtain go o ds ,

o r th e l ik e an d l et th e c u st o me r c o me to ap p rec iat e y ou r
.
,

view As a r eason abl e man h e will do so in time if you

.

ar e righ t .

I t is qu ite a mistak e t o al l o w you r attention t o be

drawn aw ay fro m th e r e ason abl e cu sto me r to a tten d t o
th e c o m pl a in in g o r difficu l t on e B u sine ss is done with
.

the r e aso n ab l e c u sto me r He is th e on e to c oncentrate

.

on . T h en do th e be st y ou c an with th e o th ers .

A S y st em t o K eep Re a s o nab l e Cu s to m ers S at is fied

Th e gr e a t trou bl e w ith th e ea sy an d r aso e nabl e cus

t o me r is th at h e neve r m ake s an y c ompl aint an d y ou ,

do n t kn o w b u t th at h e is p er f ectl y satisfie d t ill on e day

’

y o u fi n d h e is n o l o n g e r o n y o u r b o o k s . T h en y ou w o n

der wh at in th e w o rl d h as h ap p ene d t o h im .

Th e m a j o rity o f on e s cu st ome r s are l ikel y to be o f

’

th e r e aso n abl e k in d an d it is o n th em th at y ou r inc o me

,

ch iefly de p en ds I t is very imp ortant th ere fo re th at

.
, ,

y o u h a ve a s y s t em t h a t w i l l a u t o ma t ic a l l y a t t en d t o c o m
p l a in t s w h i ch a r e neve r r e d u ce d to W r it in g b u,
t a re j u st
1 42 HUMAN NA T UR E IN BU S IN ES S
as r al e even if th ey exist o nl y in th e m in ds of th e cus

to m ers .

Eve ry c orre sp on dent sh ou l d ob serve th e se ru l e s

1 An swer eve ry inqu iry fu ll y h oweve r t riflin g ; ex
.
,

l in f l l y eve ry th in g th at m ay s eem a r b it r ary o r p ecu

p a u

l iar h oweve r sl igh t it m ay be

,
Th e m an w h o ne gl ects .

t rifles bec au s e th ey a re trifles is a fo ol s ince th e b igge st , ,

o r de rs a r e given bec au s e th e sm al l e st one s h ave been s o

well care d f or Lo ok on eve ry sm al l o rder as a t es t an

.
,

exp e riment which m ay l e ad to th e l ar ge st at any r at e

,
—
to a l arge t o tal in a ye ar .

2 Al ways expl a in del ays

. I f f o r any r eason what .

ever even if th e fau l t is n o t y ou r own b u t y ou r cu s

,

t om er s a de l ay o ccu rs wr ite an d ex pl a in it I f it c on
’
.
, ,

t inne s fo r t en days o r m o r e wr ite at th e en d o f ten ,

days an d r e p o rt pr o gr e ss N othin g is so irritatin g as

.

s eemin g ne gl igence ; n o th in g s o p l e a sin g as u ns ol ic ite d

a ttention .

3 Wh eneve r y ou c an cal l th e atten tion o f you r rea

.
,

so n abl e c u sto me r t o s o me sp ec ial b a rgain o r qu al ity o r

th e l ik e U su all y th ese favo rs ar e re se rve d for th e diffi

.

cu l t cu sto me r ; b u t it w il l p ay j u st as well to give th em

—
t o th e re ason abl e c u sto me r p rob ab l y it w il l p ay be tte r .

Bein g attentive is l argel y a h ab it an d a cu stom I f .

th is h ab it if th is cu st o m is e stabl ish e d in a bu sine ss

, ,

h ou s e it will p ro b abl y be f ou n d th a t th e f oun da tio n h as

,

been l aid f or a gre at an d p e rm anen t bu sine ss T his .

h ab it o f att en tio n t o cu sto me rs ap pl ie s e sp eciall y to bu si

ne ss done by m ail Th e m ail o rde r cu st omer is at a
.
-

distance an d th e r e is n oth in g t o r em in d y ou h ow h e f eel s .

You must go by faith Th e o nl y th in g th at w ill k ee p

.

y o u u p t o th e ma r k is a h ab it th a t a pp l ie s t o eve ry o n e

an d is al ways in f o r ce .

T he se atten tive l etters are very simpl e an d easy to

write an d n o p art icu l ar model s or ex ampl e s wi l l h el p
,
 HUMAN NA T UR E B Y LETT ER 1 43

to mak e th em any cl eare r Th ey nee d n ot be l on g u n

.
,

l e ss l en gth is nece ssary t o ex p l a in fu ll y wh at y ou h ave

t o s ay . Th e e ssen tial s ar e simpl y th at th ey be fil l e d w ith
th e sp irit o f c o u rt e sy an d th at y ou do by o th e rs a s y ou
,

wou l d th at o th e rs sh ou l d do by y ou Th e Gol den Ru l e .

o f r el igion is al so th e Gol den R u l e o f b us in e ss .

He re are a f ew simpl e exampl e s

De ar S ir
We are sorry to say that we are entirel y ou t o f th e
s tyl e o f s ideb o ar d y ou h ave or de r e d an d w e l e arn f rom
,

th e f a c to ry th at th ey h ave n one o n h an d r e ady f o r im

me diate sh ip men t A new l ot will be r e a dy in ab ou t ten
.

days an d if w e do n o t h e ar fro m y ou we sh al l fo rwa r d

,

th e sideb o ar d y ou w ish a s s o o n as it is r e a dy I f y ou .

p r e f e r
,
w e m ig h t gi ve y o u s o me th in g a l it tl e diff e r en t ;
or if del a y w o u l d inc o nven ience y o u we w il l r e tu rn

you r m oney We t ru st h owever th at it wil l be satis

.
, ,

fa cto ry to y ou if we sh ip in ab ou t t en days .

V e ry t ru l y y ou rs ,

Dea r S ir
We we r e p ositivel y assu re d by th e factory that th e
sideb oar d y ou o rde r e d w o u l d be sh ip p e d t o day We -
.

have r e as on t o bel ieve h o weve r th at th er e m ay be a

, ,

del ay o f an oth er day o r tw o We are doing eve rythin g

.

we can t o pu sh th e m atte r on .

V e ry t ru l y you rs ,

Dear S ir
We are pl e ase d to in form you th at th e sideb o ard wa s
sh ipp e d ye st e rday .We h ave aske d th e fa ct ory t o f ol l ow
it with a t racer, t o prevent u nnece ssary del ay in trans it .

Ve ry t ru l y y ou rs,
 1 44 HUMAN NA T UR E IN BU S IN ES S

H o w t o Do B u sin es s Wit h an I rritab l e Cu s to m er

I rritabl e p e opl e are usu all y aware o f it I t is m ore .

o ft en t an oh th r i
e w e a p y ca m e
s h s i l a tt r — ill h e al th o r a
-

ne rv ou s disp osition Th e irrit ab il ity means l ittl e o r

.

n othing I t is simpl y some thin g that mus t be b orne

. .

Now th e ave ra ge m an is irr ita te d by irr it a tio n He .

c an n ot st an d fu ssin g an d fu m in g al l th e t ime ; h e dis

l ik e s a sc ol d . He th e re fore s col ds b a ck or sh ows h is ,

irrita tion in th e w ords he u se s .

Many an irritabl e cu stome r can be ma de a p e rmanent

frien d by sim pl y t re atin g h im al l th e time in a p ol it e ,

easy frien dl y m ann e r neve r sh owin g th e sl igh te st o f

, ,

fen se at any exh ib itio n o f irr itatio n b u t r ath e r be in g ,

ob sequ iou sl y p ol it e a t al l tim e s A s I h ave sa id th e ir

.
,

ritab l e p e rso n u su all y kn ows h e is irrit ab l e an d h e is ,

g r a t e fu l t o o n e w h o ig n o r e s i t a n d t r e a t s hi m as t h o

h e we r e th e be st natu r e d m an in the w o rl d
-
An d s u ch
.

g r a t it u d e o ft en l ea d s s u c h p e rs o n s t o ex tr eme s o f b u si
ne ss devotion .

Con troll in g on e s t em p e r in l e tte rs is l argely a ma tte r

’ ‘

o f h abit . Many p e opl e o nl y h al f do it T h ey try to do .

it bu t al l ow a l ot o f n asty l ittl e digs to c ree p in

,
Th e .

t one o f th e ir l e tt e rs is in th at cas e m o r e disagr ee abl e

th an if th ey we r e fr an kl y o ff en sive .

In a bu sine ss h ou s e th e irrita bl e cu stome rs sh ou l d be

p ic k e d o u t a n d g iven t o th e c o r r e sp o n d en t w h o is co n

s titu tion al l y goo d n atu r e d an d h as l e arne d th e w o n de r

-

fu l art o f be in g p ro fe ssio n al l y p ol ite an d sym p ath e tic .

S u ch a p e rson sh ou l d th e c ompl aint c o rr e sp o n dent al -

ways be No l etter w ith even a sl igh tl y disa gree abl e

.

t one sh ou l d ever b e all owe d t o p a ss ; b u t wh en a cus

tome r is irritate d symp ath e tic go o d natu re shoul d
,
 HUMAN NA T UR E B Y LETT ER 1 45

esp eciall y ab oun d A sense o f hu m or t oo is inval u abl e ;

.
, ,

b u t mu ch disc r e tion mu st be u se d if bant e r is in du l ge d

in f or we mu st remembe r th a t the ave rage p e rson is t oo
,

s tu p id t o c o mp r eh en d it .

Goo d hu m or in l ette r w ritin g is somethin g th at can

-

be l e arne d an d p ractise d j u st as mu ch as anyth in g ; an d

th e r e is p e rh ap s n o th in g th at a firm c an so wel l aflo rd
to p ay fo r a s th is .Th e c o rre sp o n dent sh ou l d reflec t
th at th is is an el ement w orth m oney an d th a t h e ge ts ,

h is sal ary in p a rt fo r displ ayin g it Wh en h e has m as

.

tered it h e h as a right t o ask f or a r aise .

N a ggin g L ett ers and H o w t o H an dl e Th em

A cu stome r wh o is al ways c ompl ain in g an d na gging

write s as f ol l o ws :
I r e tu rn you r invoice for $ 1 65 for a p a ge a dve rtise
ment in you r m a gaz ine an d al so a c o py o f th e a dvertise
,

ment in wh ich I h ave mark e d h al f a dozen e rrors wh ich

,

I c orrecte d in th e p ro o f b u t to which y ou p aid n o atten

,
“ ”
tion . You m ak e me say l ike an idiot c omm on wh en
, ,
“ “
I wro te u nc o mm o n ,
an d th en wh en I wrote
,
”
when . I do n ot ch o ose to p ay $ 1 65 to be ma de a fool
o f an d I dec l ine t o p ay on th e gr ou n d t h at I did n ot
,

o r de r th e a dve rtisement as it ap p ea re d Pl ea se write .

it off you r b ooks .

You rs trul y ,

A p oo r r e p l y
Dear S ir
We h ave y ou r l ett er o f the th an d have rea d it with
-

,
’
a goo d de al o f su rp rize D on t y ou thin k $ 1 65 a rath e r
.

l a r ge p rice t o ch a r ge us f or a c ou pl e o f min or t yp o
r
g p a h ic al e r r o,
rs w h i ch we r e p e r f ec tl y o bv iou s t o even
th e m ost c asu al r ea de r as e rr o rs ? I f w e are o bl ige d to
t ake this b ill int o c ou rt t o c ol l ect it don t y ou ima gine
’
,
146 HUMAN NA T UR E IN BU S IN ES S
th at th e im p re ssio n th at y ou fool
w ou l d be in ten
are a

s ified rath e r th an l e ss ene d ? We a re will in g t o m ake a

r eas o n ab l e al l o wa nce f o r th e a nn o y ance c a u se d y ou by

th e e rr o rs ; b u t w e c an n o t a dm it th at th e v al ue o f th e
a dve rt is emen t w as s e riou sl y inj u r e d by t h em .

I f y ou w ish t o secu r e th e c ash dis c ou nt on th is in

voice payment mu st be m ade be for e the 1 0th o f th e
,

m onth .

V e ry tru l y y ou rs ,

A fter a l e tter l ik e th e a b o ve y o u r irritabl e cu stome r

,

w ou l d die rath e r th an p ay th e b ill .

A better reply
De ar S ir
We th ank y ou c ordiall y for call in g ou r atten tion to
th e tw o gross e r ro rs in y ou r a dve rt is emen t We h ave .

been tryin g to t ra ce the r esp on sib il ity fo r th e ne gl ect in

tak in g n ot ice o f y ou r p roo f c o rr ec tio n s an d w e a ssu r e
-

y ou we sh al l m a k e eve ry e ff o r t in o u r p o we r t o a v o id
su ch a th in g in th e fu tu r e We kn o w h ow a nn oying
.

e rrors are even if th ey do n ot destroy th e bu sine ss

,

val u e o f th e a dve rtisemen t In this c ase m ost f ortu

.
,

nately th e o rdina ry r e a de r c ou l d h ardl y h e l p p e r ce iv in g

,

th a t some th in g was w r on g an d makin g du e al l ow ance

,

f o r it .

S u pp ose we give y ou an extra qu a rter p age in ou r

next issu e ? Wh il e we feel su r e y o u wil l get j u st as

m any an swe rs to this a dve rtisement as if it h ad been al l

r igh t
,
s till we h ea rtil y a p p r ec iat e th e a n n oy ance th e

m atte r h as cau se d y ou an d we wish t o m ake wh at r ec om

,

p en s e w e c a n Acc
. o r d in gl y w e enc l os e a c r e dit f o r th e

extra qu a rte r p age next m onth an d tru st y ou wil l fin d

,

it a dva nta ge ou s t o c on tinu e y ou r fu l l p age .

With deep re gret ,

You rs ve ry tru l y ,
 HUMAN NA T UR E B Y LETT ER 1 47

Th e inv oice sh ou l d n ot be encl ose d in th is l e tte r bu t ,

sh oul d be r e t urne d in a s e p ar a t e envel o p by a l ate r

ma il The s igh t o f it be for e th e l etter h as h ad a ch ance

.

to do its w o rk m igh t r ou se h im a gain Th e ch ance s are

.

th at n oth in g f u rth e r w ou l d be h e a r d o f th e m a tter an d

th e acc o u n t w oul d be du l y p a id Th e disp u te is th u s
.

n ipp e d in th e b u d an d s ettl e d be fore it h as h a d a ch ance

t o gr o w in t o a sor e S ome bu sine ss h ou se s w ou l d
.

ne gl ect th e m att e r an d l et it ru n al on g til l seve ral hu n

dre d dol l a rs w o rth o f bu siness h ad been kill e d bec a u se
’

a s e ttl ement h a d n ot been r e a ch e d Del ay in matters

.

r el a t in g to m o ney is ne arl y al way s f atal .

S EVEN

H o w t o Do B u s ine s s With a Wo m an
An en orm ou s am ou n t o f b u sine ss is done with w omen ,

o r o n a cc o u n t o f w o men ; an d y et th e a ve r a ge m an kn o w s

l e ss ab ou t de al in g w ith a w oman th a n ab ou t an y o th e r
item in th e l ist .

Mu ch dep en ds on th e cl ass o f w omen on e is tryin g t o

r e a ch ; b u t th e f oll o win g su gge stio n s ap pl y t o th e ave r age

w o m an
Al ways be s cru pul ou sl y f orm all y p ol it e to w omen
, .

Th e fo rm al l y p ol it e m anne r is th e on e th at h as m ost
influ ence w ith th em . Th ey p re fe r to o to r eceive l ette rs
, ,
“ ”
in sm a rt envel op s on rich l ookin g p ap er wi th th e
,
-

so c ial a ir ab ou t th em Women bel ieve in dr e ss an d

.
,

sta tione ry is th e dre ss o f a l e tt e r B u sine ss men a s a

.
,

ru l e p re f e r pl ain sim pl e go o d t aste in s t atione ry an d

, , ,

r ath e r su sp ect anyth in g with an air o f sm ar tne ss .

A f ew p ol it e phrase s sh ou l d al ways be p u t into a l et

t er wh ich go e s to a wo man ; b u t th e fa cts sh ou l d be
sta t e d ve ry simpl y an d pl ainl y with ou t argu ment
,
.
1 48 HUMAN NA T UR E IN BU S IN ES S
Rea son s exp l an at io ns a rgu ments are n ot fo r w omen ;
, ,

o r if an ex p l a n a tio n is r equ ir e d it is be st t o c l o ak it
,

in p ol it e p h ra se s an d m ake it in th e n atu r e o f an
a p ol ogy an d a p romis e th at the same th ing wil l n o t
h ap p en a gain .

Wh en a m atte r o f bu sine ss is o p ene d with a w om an ,

it sh ou l d be p re st t o a c o ncl u sio n as qu ickl y as p o ss ibl e

“ ”
l e st sh e ch a n ge h er m in d b u t if h er a n swe r is n o
, ,
it
is o ften p ossibl e t en days l at e r t o b r in g it all u p a fre sh ,

in a n ew l igh t an d h ave it dec ide d o ve r a ga in an d

,

p o ss ib l y i n y ou r f a v o r Th. e g r e a t th in g i s t o d o it in a

f re sh w ay an d l igh tl y s o as n o t t o be b o rin g
, , .

T h ou san ds o f w omen are f righ tene d away wh en th ey

ar e f o r ce d to a p o in t T h in gs mu st be l aid be fore th em
.

an d th ey mu st be l e ft a p p a ren tl y u tt e rl y f r ee t o do a s

th ey l ik e . I t is o ften u se fu l t o p raise o r r ec o mmen d a

l ittl e the c ou r se y ou do n ot w a n t th em t o pu rsu e l e st ,

th ey th ink y o u a re all o n o n e s ide an d go t o th e o th e r

ex treme th rou gh su sp ic ion .

I t inv ariabl y t ak e s a goo d deal o f time t o do b u sine ss

w ith a wom an ; b u t y ou c an n ot drop a m att e r an d su p
p o s e th a t any p g
r o r e ss w il l be ma d e w h il e y ou a r e at
t en din g t o s ome th in g el se .

Neve r be su rp rize d if y ou do n ot get a r e pl y fro m

a w oman S he al ways exp ects a m an t o w rite two l ette rs
.

t o h er on e .

T he D e feren c e Du e to Wom an

P robabl y m ore th an h al f th e b u sine ss done in th is

c ou n try is done for w omen o r at th e in stance o f w omen
, ,

o r in so me w ay bec au se w o men w ish it even wh en th ey ,

do n ot app e ar in th e t ran sac tio n in any w ay Th e .

m oney exp en de d fo r th e h ome for cl oth es an d for fo od

, , ,

al l p a sse s th r ou gh th e h an ds o f w omen an d th e ir desires

 HUMAN NA T UR E B Y LETT ER 149

tu rn th e cu rr ent in th is direction or the oth er I f the .

a dve rt ise r an d c o r r e sp o n den t c ou l d o nl y fin d ou t wh at

w ou l d influ ence th e w omen an d w ou l d exer cise th e in ,

flu en c e th e r esul ts w ou l d ce rtainl y be wel l w orth th e

,

g r ea t e st e ff ort .

I t is my ob se rv ation th at w omen are l argel y influ ence d

by wh at everyb o dy bel ieve s by th e sentiment in re gard ,

t o an a rticl e th at p e rva de s th e air Th e first t ime a .

th in g is ann ou nce d a w o man is n ot l ikel y t o j u mp at it

,
.

S h e wan ts to wait an d see if anyb o dy el se is goin g t o

g et it
. Wh en sh e be gins to feel th at al l the w orl d is
a fte r it sh e w il l j oin in th e ru sh
,
Th e in dividu al .

woman to o is p ecu l iarl y sus ce p tibl e to th e r e p e ate d

, ,

app e al if it is l ight fresh an d t antal iz in g r ath e r th an

, , ,

b orin gl y p e rsistent .

A wom an is al so p articu l arl y su scep tibl e to o ff ers of

some thin g f o r n o th in g S ome o ff e r th at r equ ir e s n oth
.

in g m or e th an th e ex p en ditu r e o f a p ost ca rd is th e be st -

me ans of ge ttin g into c o rre sp ondence with a woman ; an d

th en sh e is t o be l ed on st ep by ste p .

A gain the a pp eal to women mu st be al m ost entirely

,

th rou gh th e sen se s or th e em o tio n s D ainty c ol ors .

,

g r a ce f u l s h ap e s c l eve r s
,
u gge stio n s f o r th e p l e a su r e o f
h e rsel f o r frien ds an d ab ove all l igh tne ss o f t ou ch in
,

de al in g with th e m att e r an d th e ab sence o f e age rne ss ,

t o make a s al e are p oints to c on side r an d cu l tiva t e

,
.

Le tter t o sel l wal l p ape r -

Dear Ma dam
P ermit me to su gge st a l ittl e sch eme fo r th e dec o ration
o f y ou r dr aw in g r o o m I t is b u t on e o f m any th at we
-
.

c ou l d execu t e at ve ry sm al l c o st an d if y ou do n o t l ik e ,

it w e sh ou l d c on side r it a k in dne ss if y ou w ou l d criticiz e

,

it fr eel y an d p e rmit u s t o m o dify it t o mee t y ou r ide as .

Your fur n itu re y ou say is fo r th e m ost p art r e ddish

, ,
1 50 HUMAN NA T UR E IN B U S IN ESS
mahogany an d y ou h ave seve ral sou th win dows afford
,

in g p l en ty o f l igh t Why sh oul d y ou n ot p ape r the

.

wal l s with a rich wine c o o e d tap estry p ap er a simpl e

l r - —
tu l ip p att e rn in b ro a d strip e s risin g to the ce il in g an d
t e rm in at in g at th e t op l ike in te rio r o rient al c ol u mns ?
Th e m ol ding sh ou l d be qu it e in th e c orne r We h ave .

r ecen tl y fu rn ish e d a r o o m f o r o n e o f th e gr ea t h ou ses in

th is styl e an d c ol or o nl y o f c ou rs e in r e al sil k ta p estry

,
.

B u t th e p ap e r l oo ks so mu ch l ik e th e sil k at a distanc e
th at y ou c ou l d n o t t el l th e tw o ap a rt .

T h en y ou mi ght h ave fish n et c u rtains fal l in g straight

-

t o th e sil l w ith l ittl e gr een sil k ol ine h an gin gs at e ith e r

,

s ide . Cu rtain s to th e s ill onl y a re all th e rage j ust n ow .

Th e wh ol e is ve ry inex p en sive Th e cu rt ains woul d

.

n o t c ost m o r e th an a dol l ar a win dow an d w e c oul d ,

fu rn ish th e p a p e r fo r o nl y 40c a roll an ex a c t imitation .

,

o f th e p ap e r w e a re p u ttin g in t o an o th e r gr eat h ou s e th a t

c o st s a roll We are sel l in g it at this price as a

.

s p ec ial l e a de r th is s ea son .

I f y ou do n ot l ik e th is pl an we h ave a nu mbe r o f o th e r
,

g oo d s c h eme s w h ic h we s h o u l d be p l ea s e d t o o ff e r y o u .

I f y ou wish th is p a rticu l ar p att e rn h o weve r w e w ou l d , ,

a dvise y ou to orde r at o nce as it wil l n ot l ast l on g at,

th e l ow p rice w e are pu tt in g u p o n it We sol d fou r .

h u n dr e d rol l s o f it ye st e rday an d wh a t is l e ft is n o t ,

l ikel y t o l ast l on g .

We h ave some ve ry p retty F rench be droo m p ap ers -

th at are gr e a t b ar gain s at 2 0 cen ts a r ol l .

H op in g th at w e may be f o rt1m ate en ou gh to pl ease

y o u ,
an d p l a c in g o u r be s t s e r vi ce s a n d o ur en t ir e s t o c k
a t y ou r disp osal ,
we rem ain
V e ry t rul y you rs ,

M any w omen h ave ta st e s f o r th at f o r wh ich th ey a re

qu ite u n abl e t o p ay ,
an d th ey disl ike t o ask f or an y
 HUMAN NA T UR E B Y LETT ER 1 51

thin g ch e ap I t is th e re fore al ways well to offer some

.

th ing qu it e ch e ap wh il e tal k in g o f th in gs th at are ex

,

p en s ive s a
,y in g a goo d w or d al so for th e ch e ap articl e .

A woman wil l al ways b u y th e m o st exp en sive th in g sh e

c an aff o r d an d th e r e is l ittl e dan ge r o f sp o il in g a sal e
,

f o r th at wh ich is h igh p r ice d by off e rin g the l ow p rice d

- -

an d a sal e m ay th u s be ob taine d .

H o w to Writ e to a L a dy on a D el ic at e Matt er
Emb arra ssin g s itu atio
n s frequ entl y arise in which
men f eel wh ol l y at a l o ss as to h ow a del icate matte r
sh ou l d be discu st w ith a w om an F o r exampl e su p .
,

p o s e a y o u n g l a dy in y o u r em p l o y s h o w s a t en d ency t o

be frivol ou s an d t o ne gl ect h er w ork an d y ou w ish t o ,

’
c al l h er m oth e r s att entio n t o th e m atte r I t is p rob abl e .

th at if y ou t el l th e m oth e r sh e wil l t el l th e girl wh o ,

wil l be fu riou s with y ou an d y ou m ay stir u p n o en d ,

o f dis c o r d in y ou r offi ce Or p e rh ap s am on g y ou r em
.

l
p y o e es so me w o m a n bec o me s r ebe l l io u s a n d p r o cee d s ,

a s w o men a r e c ap ab l e o f do in g t o m ake al l k in ds o f ,

t r ou bl e. H ow sh all y ou de al w ith su ch a p e rson ?

In th e first pl a ce th ese o cc asio n s are u npl e asant in th e
,

ex tr eme an d th er e is n o w ay o f a voidin g th e u n pl e asant

,

ne ss B u t th e be st th in g t o do is to f a ce th e situ atio n
.

a t once an d be p er fec tl y f r ank A w om an m ay be l o oke d

.

o n as a ch il d T re at h er with c onside ration b u t with

.
,

firm au th or ity Writ e t o h er fu ll y once an d th en l et

.
,

h er al o ne . Oft en by fi rmne ss an d f rankne ss a t ryin g

situ at ion m ay be Wh ol l y dissip at e d an d a r ebel l iou s ,

w o ma n tran sfo rme d into th e m o st l oyal an d h ard wo rk -

in g se rv ant Let h er h ave h er w ay u n r e stra ine d an d

.
,

th er e is n o t el l in g wh er e th e tr ou bl e wil l en d .

Th e m aj o rity o f w omen ar e e asil y frigh tene d h ow ,

ever an d it is an art to b ro ach a difficu l t m atte r del i

,

ca tel y en ou gh .
1 52 HUMAN NA T UR E IN BU S IN ES S
On cc asion s del ic at e or squ eamish su bjects are
e
oth r o

to be de al t w ith in writin g to a l a dy wh o is a str ange r

o r a me r e b u sine ss a cqu ain t a nce an d it s eems al m ost
,

imp ossibl e t o fin d a su itab l e way to p re sen t th e m atter .

I t is a f act h o w eve r th at al m o st an y su bject c an be

, ,

tr eat e d with al m ost any p e rso n with ou t givin g off ense

if it is done in th e righ t w ay To fin d th is r igh t w ay
.

is a ve ry difficu l t m att e r b u t it c an be f ou n d by e ff ort

,
.

A l ette r o f th is k in d m ay be r ewritt en a nu mbe r o f

tim m e a ch p h rase we igh e d an d sl igh tl y m odifie d an d
, ,

th e wh ol e t o ne ch an ge d by th e ch an ge o f a w o r d If a .

l ette r o f th is kin d do e s n o t s eem righ t p atien tl y hu nt

,

o u t th e w o r d o r p h r ase in wh ich th e f aul t l ie s Often .

a singl e word m ay cau se th e o ffens e th o it s eems as if

,

th e wh ol e c o m p o sit io n we re wr on g C o ns ide r c ar e f ull y

.

th e atm osph e r e su rrou n din g each w or d an d th e side ,

su gge stio n w ith wh ich it m ay be we igh t e d .

An d in c oncl u sion l et me say th at th e sec re t o f th e

control o f eve ry situ a tion l ie s in on e s own sel f c ontrol
’
-
.

D el ic at e L et t ers

My dear Mrs B l ank .

You w il l p r ob abl y be su rp riz e d t o have this l etter

fro m me b u t th e re is a littl e matter in c o nnection with
,

y o u r da u gh t e r w h ic h I t h o u gh t y o u w o u l d be g l a d t o

h ave me b rin g t o you r a tten tion an d I a m t akin g th e

,

l ibe rty t o w rit e t o y ou ab ou t it as a f rien d migh t Miss .

B l ank h as been su ch a fa mil iar figu re in ou r offi ce an d

we h ave l ik e d h er s o mu ch th at w e r egard h er as on e
o f ou r bu sine ss f am il y .

I h op e y ou w il l re gard wh at I h ave to say as strictl y

c onfi den t ial an d s ome th in g gr o win g o u t o f my since r e
,

frien dsh ip for y ou an d you r dau ght e r Th e f act is

.
,

Al ice has been rath e r th ou ghtl e ss in h er rel ation s with

 HUMAN NA T UR E B Y LETT ER 1 53

so me of th e y ou n g men in th e o ffice I h ave trie d to .

c au tio n h er mys el f, b u t y ou kn o w a m an is s o awkw ard

ab ou t th e s e th in gs t h at h e fin ds h im sel f u n abl e t o say

a nyt h in g di r ec tl y w ith o u t givin g o ff en se wh ich is th e ,

f arth est th in g fr o m my th ou gh t I w ou l d su gge st

.

s im pl y th at y o u qu e st io n th e y o u n g l a dy with ou t men ,

t io n in g th e f a ct th at I h ave written y ou an d wh en y ou ,

h ave f ou n d ou t th e f a cts in th e c a se j u st c all h er atten ,

tio n t o th e u nb u sine ssl ike air o f h er manne r A sl igh t .

warn in g I a m su r e will c au se h er t o ch an ge anyth ing

, ,

th at m igh t be in th e l e ast deg ree o bjec tio nabl e t o an y

on e .

Miss B l ank been a f aith fu l an d c omp etent em

h as
l
p yo e e o n t h e w h ol e an d I s ince r,
e l y h o p e w e m ay h a ve
th e a dvan ta ge o f h er s e rvice s f o r a l o n g time t o c o me .

With best wish e s S ince rel y y ou rs

, ,

—
N ote Ob serve th at th e write r wraps his hints in a
cl ou d o f wor ds A . sh ort l etter w oul d n ot do at all in
a c ase of this sort .

A Fran k L ett er t o an Em pl o yee

My dea r Miss B l ank

F or you r o wn sake as well as f or the goo d o f the bu si
,

ne ss I wish t o c al l you r attentio n t o somethin g wh ich

,

I am su re is n o m or e th an p assing thou gh tl e ssness on

you r p art b u t wh ich p ro du ce s an u n pl e asant impre ssion
,
.

I h ave ob serve d th at you r c on du ct t oward so me o f th e

you n g men is n ot qu it e as reserve d an d dignifie d as it
s eems t o me a c o ns e rv ative b u sine ss o r gan iz a tio n w ou l d

r equ ir e I am fu l l y c onvince d th at th e re is n o e ss ential

.

h arm in anyth in g y ou h ave done o nl y a l ittl e you th ful ,

th ou gh tl e ssne ss No r w ou l d I wish t o h ave y ou r e pre ss

.

y ou r sp ir it s en t ir e l y J u st be a l itt
.l e m o r e ca u t iou s .
1 54 HUMAN NA T UR E IN BU S IN ES S
Pl ea se do n ot sh o w this l e tt e r to
el se n or an y on e ,

mention th e m atte r I am wr itin g to y ou p u r el y as a

.

f rien d an d t o save y o u f ro m p o ss ibl e emb arr ass men t

,

f ro m o th e r s o u r ce s I val u e y ou r service s h ighl y an d I

.
,

certa inl y h o p e w e m ay be favo re d with th em for a l on g

time to c o me .

With the kin dest wish e s f or y ou r wel far e ,

V e ry since r el y y ou rs ,

A sens itive girl m ight be dee pl y wou n de d even by as

m o de rate a l e tt e r as th is ; b u t if sh e su rvives it sh e m ay
ch an ge h er c on du ct c ompl e tel y an d become a m odel em
l
p yo e e .

Le tte rs of th is kin d ,
if p ro m p te d by kin dne ss wh ich
is fu l l y ex p r es t in th e l e tt e rs th em s el ve s, th o diffic u l t
to w rit e m ay a cc om p l ish th e ir pu rp ose T h at th ey are
,
.

disa gree abl e du tie s m ay be tru e ; b u t o ft en we can n ot

av o id th em Un du e b revity an d b l u n tne ss are th e th in gs
.

p rinc ip a l l y t o gu a r d a ga in s t Even w h en m u ch fir me
. r

an d m o r e p o in t e d l e tte rs th an th e se a re r equ ir e d th ey ,

sh o u l d be writt en w ith t ru e l ite ra ry r e se rve an d p ol ite

de ftne ss .

EI GH T

Giv in g a L e t t er t h e P ro p e r T o n e—H o w t o Writ e to

y o u r S u p e rio r

I t is a diffi cu l t m atte r for some p e opl e to give a l etter

j u st th e p ro p e r t one an d th ey dre a d writin g l ett ers
,

wh ich h ave a p e rson al be arin g Yet su cce ss o ften de .

p en ds in a h igh d e g r ee o n be in g a b l e t o give j us t th e

p p
r o e r t o ne t o a l e t t e r o n a l l o cc a sio n s .

In writin g t o a su p erior on e sh ou l d writ e freel y ,

fra nkl y an d sincer el y b u t al w ays with a ce rta in de fe r

, ,

ence r e strain t Op inion s are freel y su bmitt e d th e in

,
.
,

itiativ e is t ak en an d on e go e s ah ea d a cc o r ding t o h is
,
 HUMAN NA T UR E B Y LETT ER 1 55

be st j u dgmen t . Yet th e e is k e p t fu l l y in forme d

su p rior ,

an d h is a dvi ce is a ske d p ol itel y wh eneve r o cc asio n arise s

f o r it . The o p p o rtu n ity t o su gge st o r dir ec t is al ways
o fi ered b u t if a dv an ta ge is n o t t ak en o f it
,
the w ork ,

p r o cee d s j u st th e s ame .

On e p e rson m ay be j u st as c omp eten t as an oth e r b u t ,

a ce rta in t o ne in l e tte rs w ill m ake all th e diff e r ence .

Th e t one th at wins is the t one o f de fe r ence r e sp ec t an d , ,

th e fl att e ry o f attention An d y et th is is o nl y a tone

.
,

f or in de p en dence ene rgy an d p r om p tne ss t o ac t are

, ,

th e things th at a re r e al l y v al u e d Any c rin gin g su b .

s erv ien c e is r e sent e d an d s o t oo is an y o bvi o u s fl att e ry

,
.

To att ain th is t one wh ich is p e rfec tl y n atu ral t o some

,

p pe o l e a n d s o diffi c u l t t o a t t a in by o th e r s o n e m u st ,

kee p o ne s el f in th e righ t fr ame o f m in d th inkin g o f th e ,

su p e r io r as th e ide al b o ss even if it is nece ssary t o

ide al ize h im a l ittl e an d th en be in g p e r fectl y s ince r e

, ,

st raigh t f o rw ar d an d n a tu r al
,
Re sp ect you rsel f as wel l.

as y ou r su p e rio r an d a t al l t ime s be a gen tl eman an d

, ,

neve r f o rge t th at y ou are a su b o rdin at e .

Th e r igh t t one in l e tt e r w ritin g is n ot a m att e r t o -

l e arn an d p u t on I t is wh ol l y a m att e r o f kee p in g

.

o ne s el f in th e r igh t m o o d o r f rame o f m in d I f on e is .

n o t in th e r igh t f ra me o f m in d th e r igh t k in d o f l e tte r ,

c an n ot be wr it ten an d it sh o u l d simp l y be p o s tp o ne d
,

t ill th e f rame o f m in d is m o r e p ro p it io u s I f y ou ar e .

irritate d w ait u n til th e irr it atio n h as p a sse d away ; if

,

y o u d e s p is e y o u r su p e r io r an d be l ieve hi m a f o o l d o n t ,
’

write t o h im T hink wh at th e ide al su p e rio r w ou l d be

.
,

a n d wr it e t o th e ide al n o t t o th e r e al o n e ,
A t th e same .

t ime do n o t al l o w you rs el f t o be f righ t ene d o r ove r

awe d Cu l tivat e r esp ect f or you rsel f r emembe r wh at is
.
,

du e t o y ou an d qu ie tl y ex a c t it by t akin g f or gran te d
,

th at y ou are go in g to h ave it .
1 56 HUMAN NA T UR E IN BU S IN ES S
L e t t e rs t o S u p erio rs
To o f o rmal
De ar S ir
I h ave t o a ckn owl e dge r ece ipt o f y ou r c om m u n ica
tio n o f Ju l y 2 9 a n d in a cc o r da nce w ith y ou r r equ est I
,

am encl o sin g my r e p o rt f o r th e m on th j u st p ast .

H o pin g it wil l mee t you r appro val I b eg to r ema in

,

V e ry tru l y y ou rs ,

Too free
De ar S ir
A s y ou requ e st I am sen di n g y ou a re p ort u p on th e
,

work we h ave done du rin g th e p ast m onth Ju l y is n ot .

th e m ost b rill ian t m on th in th e ye ar f or r e sul ts b u t w e ,

h ave done s ome h ard w o rk al l th e s ame I h ave got a .

new syst em w orke d ou t for h an dl in g th e men an d l o ok ,

t o see b ig r es u l ts from it next m onth .

With the be st o f wish e s for mu ch bu sine ss I am ,

Y ou rs tru l y ,

To o su b se rvien t
De ar S ir :
I h asten to c o mpl y w ith y ou r requ e st o f Ju l y 2 9 an d ,

encl ose a de tail e d r ep o rt for th e p ast m onth tru stin g ,

it w ill mee t y ou r a pp ro val . In c omp arin g r e su l ts f or

this m onth with th o s e f o r J u ne I b e g y ou t o be ar in
,

mi n d th e fac t o f th e s e ason an d th e difficu l ty o f doin g

bu sine ss in th e h o t we ath e r I am gl ad t o say h ow
.
,

eve r th at we did bett e r this year th an in th e same m onth

,

l ast ye ar.

I h ave been th inkin g o f a pl an f or h an dl in g th e men

wh ich I sh ou l d l ike t o discu ss with y ou as soo n as p os
sibl e . I bel ieve it wil l give incr e ase d re su l t s b u t I ,

sh ou l d n o t ven tu r e t o t ry it w ith ou t y ou r a p p r o val .

May I ask you wh en y ou th ink y ou will be abl e t o p ay

u s a visit a gain ?

T ru sting ou r efi o rts m ay h a ve you r kin d app r oval ,

Resp ectfu ll y yo u rs ,
 HUMAN NA T UR E B Y LETT ER 1 57

A be tte r l e tte r
De ar Mr Cl ark .

In r e sp o ns e to you r requ e st o f Ju l y 2 9 I am sen din g

y o u a f u ll r e p o r t o f o u r w o r k f o r t h e p a s t m o n th T h e .

r ec o r d is n o t u p t o th a t o f Ju ne o f c ou rse b u t it is f ar
, ,

hi gh e r th an f or th e m onth o f Ju l y l ast ye ar S o I do .

n o t f ee l dissat isfie d th o I sh o u l d l ike t o do st il l be tt e r

,
.

I h ave been th inkin g o f a s ch eme f or h an dl in g th e

men wh ich I bel ieve Wil l a dd 2 0 p er cent t o ou r .

r e tu rn s an d w ith y ou r p e r m ission I am go in g t o t ry it
,

next m onth I t is simpl y this : ( Th e pl an is b riefly

.

des c ri be d ) .

I f y ou s ee any o bjec tion t o it I sh ou l d be gl a d if y ou

,

w ou l d l et me kn ow at once Unl e ss I h e ar fro m y ou t o

.

th e c o n trary I sh al l start it ab ou t th e t enth o f th e m onth

,

an d try it o u t I t m ay n o t su ccee d o f c ou r se an d I do
.
, ,

n o t gu ar an t ee it b u t I think we c an aff o r d t o t ake a

,

ch ance on th e exp e riment I h o p e y ou w il l agree with

.

me f or I sh ou l d l ike to see wh at w il l c ome o f it

,
.

—
El dr e dge is doin g ve ry wel l bett e r th a n I exp ecte d .

I am n ot s o well satisfie d with Ke ith I wish I knew .

h ow to stir h im u p a l ittl e a n d m ake h im w o rk m o re .

Hanl ey is do in g as wel l a s ever an d I th ink we ou ght ,

t o give h im a r a is e th is au tu mn Do y o u th ink th e firm

.

will agree t o it ? I sh ou l d l ike t o pu t on tw o new men

in S e p t embe r b u t I can n ot do it u nl e ss I am given a
,

l ittl e l ar ge r al l owa nce f or at l e ast a m o nth I t is im .

p o ss ib l e t o m a ke a new m a n p y
a h is w a y in o u r b u s i
ne ss in l e ss th an a m o nth .

We sh al l be gl a d to see y ou wh eneve r y ou can get th is

way an d I h op e it m ay be in th e ne a r fu tu re
,
In th e .

me antime h oweve r y ou m ay be su r e that we will k eep

, ,

h ar d a t w o r k .

S ince r el y y ou r s ,
1 58 HUMAN NA T UR E IN BU S IN ES S
It al ways pl ease s a su p er io r t o be t ol d l ittl e de tail s o f
th e b u siness so th at h e f eel s h e is kee p in g in t ou ch w ith
,

eve ryth in g ; b u t h e do e sn t w ant t o be trou bl e d o n s m al l

’

a n d u n im p o rt an t m att e rs wh ich th e su b o r din at e sh o u l d

s e ttl e f o r h im s el f Th e righ t t o ne in a l ett e r dep en ds

.

o n th e r igh t at titu de o f th e p e r so n I f th e a ttitu de is .

r ight th e t one can ea sil y be cu l tiv at e d

,
.

NI N E

H o w to Writ e to a S u b o rdinat e

S ome p e opl e get well w ith se rv an ts an d some p e opl e

on

do n o t T h os e wh o fail u s u al l y do so becau s e th ey do n ot
.

see th in gs f ro m th e su b o rdin a t e s p o in t o f vi ew Unl e ss

’
.

th e su p e rio r c an s ee th in gs f ro m th e su b o rdin ate s p oin t

’

o f v iew it is n o t l ikel y tha t th e su b o r dinat e will see

,

thin gs f ro m h is s u p e r io r s p o int o f view

’
.

I t is o ften th e du ty o f a su p e rio r t o h an dl e m any

su b o rdin at e s o r a gen ts by m a il an d t o get th e m ost w o rk ,

p o s s ib l e o f t h e r i
,gh t k in d o u t o f t h em T o,
a cc o m p l ish .

this th e su p e r io r sh o u l d be abl e an d w il l in g t o do th e
,

w ork requ ire d h im sel f I f h e h as done it an d can do

.

it th en h e kn o ws h ow it ou gh t t o be done wh at it is
, ,

r e aso n a b l e t o a sk an d wh e r e diffic u l tie s a r e l ike l y t o

,

app e a r Onl y wh en a su p e rio r is a n d f eel s h im sel f on

.

a l evel w ith his su b or din ate s an d m ake s th em feel th at ,

h e is on th eir l evel w ill h e best su ccee d in w ritin g t o

,

th em in th e c o rr ect t one .

Th e su cce ssfu l m an a ge r w rite s t o h is su b o rdin ate s fa

m il iarl y y et m a int a in in g a ce rta in re sp ec t fu l t o ne su ch
,

as th at wh ich h e ex p ects f r o m th em Resp ect mu st be .

mu tu al an d if th e su p erior doe s n o t re sp ect h is su b ordi

,

nat e his su b ordinate wil l n ot r e sp ect h im

,
.

The art o f l e tt e r writin g dep en ds l argel y o n th e p owe r

-

to s ay thin gs by n ot sayin g th em A l ittl e r estrain t .

 HUMAN NA T UR E B Y LETT ER 1 59

wh er e free dom h ad p reviou sl y been shown a l ittl e ,

f ail u r e to c om men d wh e r e c ommen dation h a d be fore been

g i ven ,
a l ittl e c o l dne ss w h e r e t h e r e h a d been w a r m th
—
be fore th e se are th e m o st t el l in g me th ods o f criticiz ing
an d reb u kin g I f a su b or din at e is so du ll o r so bl in d
.

th at h e w ill n ot u n de rstan d a f rank f rien dl y o p en

, , ,

t al k ( on p ap e r o r viv a 12 0 0 6 ) is th e o nl y r e sou r ce .

In deal in g with r e ason abl e hu m an natu r e in all di rec

t io n s n o th in g is m o r e e ssential th an al ways givin g y ou r
,

r e a so n s an d ex p l ain in g y ou r m o tive s fo r eve ryth in g at ,

l e ast t o th e extent o f n ot s eemin g arb itr ary S ome.

ma ste rs ru l e by fe ar an d by th e ir arb itrary meth o ds get

,

a gr e at de al o f w ork ou t o f su b o r din at e s ; b u t th e m o
ment su ch a m aste r is ou t o f th e w ay al l eff ort rel axes,
.

Th e sym p ath e tic m ast e r k eep s h is men at w o rk j us t as

well wh en h e is away as wh en h e is on th e sp ot an d ,

t ha t is th e onl y k in d of mas te r a man c an be by mail .

L et t ers t o S ub o rdin at es

Too cru sty

De ar Mr B l ank .

I see th at y ou r m an K e ith is n ot doing as wel l as h e

did a m o n th a go We can n o t h ave an y go in g b a ck
.

w a r d I f y ou can n ot k ee p him u p t o th e stan dard it

.
,

is y ou r bu sine ss t o get someb o dy el se wh o can be k e p t

th e r e
.

I n o te y ou r pl an in r e gard t o h an dl in g th e men an d ,

w il l l et y o u kn ow l ater wh e th er I think th er e is anything

in it o r n ot A s a ru l e I th ink it is bett e r t o st ick t o
.
,

wh at h as been p ro ve d We h ir e men to w o rk r athe r

.

t h an th ink u p sch eme s .

I c an t tel l wh en I sh all see y ou I t may be next

’
.

week an d it may n ot be f or a m onth .

Y ou rs tru l y ,
1 60 H UMAN NA T UR E IN BU S IN ES S
Too vagu e
De ar Mr B l ank .

I h ave you r r e p o rt f or Ju l y an d h ave pl ace d it on fil e .

I wish y ou w ou l d write me in de t ail j u st wh at e ach m an

is doin g fo r I l ike to kee p in tou ch with wh at is go in g
,

on .

I shall p rob abl y p ay y ou a visit th e c omin g m onth .

Th o I sh ou l d like t o get o ve r by th e l oth o r 1 5th it ,

m ay be th e en d o f th e m o n th be fo r e I c an m ana ge it .

H opin g eve ryth in g wil l go on sm oothl y ,

V e ry t ru l y y ou rs ,

The man wh o w rite s a l e tte r l ik e this c reate s the im

p ressio n h e is n ot giv in g p pr o e r a t t en t io n t o th e b u si
ne ss ,
an d h is su b o r din at e s ar e l ik el y to get ca rel e ss an d

n ot w o rk up t o th e irc ap a city .

Go o d l e tte r t o a su b o rdin ate

De ar Mr B l ank .

—
You did p re tty wel l in Ju l y bette r th an l a st ye ar .

You r new pl an for h an dl in g th e men sou n ds wel l an d I ,

s ince r el y h Op e y ou c an w o rk it o u t t o su ccess You h ave .

my h earty c oop e ration in anythin g th at p rom ise s t o

b rin g re su l ts .

I wish y ou w oul d ru n over the men an d give me a

p o in t e r o r tw o o n e a c h o n e We wan t t o be gene
. ro u s

t o th o se wh o de s e rve it y ou kn o w th o o f c ou rs e we
, ,

exp ect goo d v al u e for wh at we p ay In th at matte r I .

h ave t o dep en d l ar gel y o n you r r ep orts an d I h op e y ou ,

will mak e th em as detail e d as y ou can c onsist entl y .

B y th e way I h e ard an u n frien dl y r ep ort from H ar

,

r iso n s distric t th e o th er day

’ ’
I t didn t a m ou n t to mu ch
.
,

b u t I think it w ou l d be w orth y ou r whil e to k eep an eye

on wh at is go in g o n o ve r th e r e .

I see B ill in gs wa sn t in h is u su al form l ast m on th I t

’
.

migh t be wel l to t ou ch h im u p a l ittl e tho he h as ,

al w ays s eeme d t o be a go o d man .

 HUMAN NA T UR E B Y LETT ER 1 61

I am sen din g down some new p rinte d matte r I wish .

y o u w o u l d l e t me kn o w w h a t y o u th ink o f it I t is al .

ways imp o rtan t t o th e firm t o h ave an u nb iase d expr e s

s io n o f o p ini o n f r o m th e men in th e fiel d f o r th ey h a ve ,

a be tt e r o p p o rt u n ity f o r o b se rv at io n th a n w e do h e r e

in th e o ffice . I am n o t qu ite satisfie d with th e sixteen

e b kl e b I c dn j h i be
’
p ga o o t ; u t o u l t s e e u s t o w t o u gh t t o

im p ro ve d . I f an y su gge stio n o ccu rs to y ou don t be ,

’

a fr a id t o s en d it on .

I h e artil y c on gratu l ate y ou on th e goo d wo rk y ou an d

you r men are do in g an d I h o p e y ou will keep it u p an d
,

impro ve o n it .

Cordiall y y ou rs ,

Th e write r o f th is l etter m an age s to get in a go o d de al

o f c ritic ism b u t w ith o u t da m p en in g th e a r do r o f th e m an
,

t o wh o m h e is w ritin g He min gl es criticism with ap

.

p r ec ia t io n in a f r ee a n d j u di c io u s w ay .

T his l etter is ve ry c ol l oqu ial th o n ot p recisel y sl an gy

,
.

C ol l o qu ial ism is w inn in g wh en a su p e rior wr ite s t o h is

su b o r din at e b u t sl an g w o ul d be u n dign ified
,
P e rf ect .

dign ity w ith c o r dial a n d fr ien dl y f ra nkne ss an d free

,

do m is th e ide al fo r th e su p e rior
,
.

A s s ign m e n t XV I . S a l e s L et t ers t o D iff eren t T ypes

S ectio n s 1 , 2 , 3 , best stu die d in c onnec

an d 4 a re

t io n with p l a nn in g gene ral sal e s l e tt e rs We will .

su p p o s e th r ee diff e r en t k in ds o f p e rso n s o n e a w o m an , ,

wh ose name s h ave been given u s as go o d cu st ome rs for

t h e b u sine ss w e ar e p u sh in g an d t o e a ch we wr it e a
,

c ar e fu ll y pl anne d l ett er s ol ic itin g h is bu sine ss e ith e r ,

l o n g o r sh o rt a s th e ch a ra c te r o f th e p e rso n r equ ir e s .

Each o f th e s e th r ee l e tt er s w e f ol l o w u p w ith a l ette r

t o devel op int e r e st On th e grou n d th at th e r e fe r ences
.

h ave been m a de by a mu tu al frien d an d we Wish a

1 62 HUMAN NA T UR E IN BU S IN ES S
defin ite s ta t ement l et u s w rit e a fin al l e tte r to c ompe l
, ,

a n a n swe r wh ich sh al l be p o in te d y et al w ays c ou r t eo u s

,
.

In r epl y to th e l ett e r t o c o mp el an an swer some oth e r

membe r o f th e cl ass wil l write in o n e c ase a mil d r e as on ,

a b l e l e tt e r,
in a n oth e r an irritabl e l e tte r an d b oth o f
,

th e s e are to be h an dl e d by th e o riginal w rit e r Th e .

w om an m ay m ake tw o diff e rent r epl ie s on e re ason abl e

,

an d o n e ir ritab l e an d e ach sh ou l d be h an dl e d a cc or din g

,

t o S ec tio n 7 .

A s s ign m en t XV II . L et t ers t o S u perio r an d

S u b o rdina t e

F in al l y l et th e membe rs o f th e cl ass w rite l ett e rs to

,

th e te a ch e r in th e p ro p e r t o ne as a su p e rio r m akin g
su gge stio n s in r e ga r d t o th e c o n du c t o f t h e w o rk o f th e

cl a ss ; an d l et o th e r membe rs o f th e cl ass re pl y t o th e se
l e tte rs in th e p rop e r t o ne o f a t each e r to cl a ss membe rs -

o r su b ordina te s .
 C O L L EC T I O N S BY MA I L

I BELIEVE th at m oney can be c ol l ecte d by mail as su rel y

as by p e rso n al a p pl ic ation an d m o r e e as il y b u t it t ak e s
, ,

m ore time t o do it .

First try t o see th at you r cu stome r ge ts val u e f or his

,

m oney Writ e t o h im o ften on th at su bject an d m ake

.
,

h im u n de rst an d cl earl y j u st wh at y ou a re mak in g h im

p y
a f or .

Neve r ne gl ec t an a cc ou n t or l et it dra g I h ave f ou n d

.

th at m any p e o pl e th ink th at if y o u do n t p r e ss th em f o r
’

p a ymen t f o r s o me t ime y ou ne g l ec t d o in g s o bec a u s e y o u

f eel y ou h ave n o t given th em go o d v al u e a n d th e re fo r e

,

th at th ey a re n o t as mu ch u n de r o b l igat io n t o p ay y ou a s
th ey t h ou gh t th ey we re . D u rin g th e p ast se ason I l et
my c oll ectio ns f al l beh in d bec au s e I w as t o o bu sy with
new bu sine ss t o atten d t o th em and I fou n d seve ral o f
,

my cl ients th ou gh t I h a d f o rgotten th em al togeth e r an d

did n ot in t en d to en fo r ce p ayment ; an d h avin g m a de u p
th eir m in ds th ey we r e n o t go in g t o be m a de t o p ay it ,

w as h a r d f or th em t o get th e p ayin g ide a in t o th eir h e a ds

a gain .

Withou t dou bt th e m ost eff ective mean s o f makin g c ol

l ec tio n s is by c o ntinu e d irrit ation .You can be sym p a
th etic ar gu mentative b u t be sl igh tl y disa gr ee abl e t o o
, ,
.

T h is m ay at first be onl y a sl ight ab ru p tne ss in y ou r

styl e. A n d r emembe r th at irrit ation requ ire s r e p e tition .

Th e simp l e st kin d o f du nn in g l ette r sen t five or six

twes bec omes irritatin g .
1 64 HUMAN NA T UR E IN BU S IN ES S
I t is a difficu l t matte r n ot to give off en se to goo d cu s
t o m ers by y o u r irritatio n an d y o u sh o ul d remembe r
,

th at wh eneve r y ou see any sign s th at y ou h ave gone t o o

f a r an d y ou r c u sto me r f eel s y ou a re givin g h im m or e
th en h e de se rve s y ou ou gh t t o ap ol o gize an d ap ol o giz e
,

p r o f u s e l y ,
even t o a d e a d be a
-
t P
. r a i s e h is s c ru p u l o u s

bu sine ss h on o r an d all th at Go b a ck t o pl ain an d

,
.

s im p l e l e tt e r s . A fter y ou h ave c al l e d a m an a th ie f
al m ost an d th en gone b a ck t o so me ve ry sh o rt simpl e
, ,
“
du nn in g inqu iry su ch as ,
Wil l y ou l et me kn o w wh en
”
I m ay exp ect s o me th in g on th is a cc ou nt ? you r deb tor
will begin to th ink y ou are ge ttin g de sp erate .

I f y ou l e a rn th e art o f w rit in g irrit at in g l e tte rs an d ,

k eep at it p a tien tl y I do n o t bel ieve y ou will eve r have

,

mu ch o cc asion to u se a c ol l ec tio n a gency A c ol l ectio n -

.

a gency is sol el y a m ach ine fo r irritatio n u n til y ou get ,

r e a dy a c tu all y t o su e U su al ly th e m an wh o w ou l d be
.

g o o d f o r a j u dg men t w il l n o t l et a c as e g o t o t r ia l u n l e ss

he f eel s h e can win I f th e r e is n o disp u t e an d a m an

.
,

is w ill in g t o l et a c as e go t o tr ial it is gene r al l y bec au s e

,

he has n oth in g an d is j u dgmen t p r oo f . I f th e re is a

dispu te I say c o m p ro m ise even wh en y ou fu l l y bel ieve
, , ,

y o u a r e r ig h t . C o m p r o m is in g is c h e a p e r t h a n l a w .

Th e f oll ow in g l e tte rs we re o r igin al l y de signe d t o col

l ec t a b al ance o f $ 9 du e o n an Ame r ic an c re dit b o ok
o ffe r wh en $ 1 de p o sit h a d been p aid an d th e b ooks h a d
’
b een s en t on on e week s ap p ro v al .

Th e fi rst l e tt e r s a r e sal e s l ett e rs t o p r even t th e re tu rn

o f th e b ook s . A p e rso nal cr itic ism sh owin g h ow to ap pl y
’
th e gene ral p rinc ipl e s in th e b o o ks t o th e m an s o wn

p a r t i c u l a r b u s ine s s is n o t g iven t ill th e fi n a l p a ymen t

h as been m a de an d this is em ph asize d as a s ort o f in
,

du cem en t to h ast en th e p aymen t .

Wh il e the n omin al app ro val time is on e week in p rs c ,

t ise on e m on th h as t o be al l o we d an d it is n o t u n til th e
,
 C OLLECT I ON S B Y MAI L 1 65

acc ou nt is six weeks ol d that w ith the fou rth l etter the
irrita tin g p ro ce ss o f c ol l ectio n is be gu n I pl a ce gre at
.

emph asis on the imp o rta nce o f l ayin g a goo d gr ou n d

w ork in p re p a ration f or th e re al c ol l ection eff ort In a .

s t raigh t s al e n o su ch el ab o r at e p r e p a r atio n w ou l d h ave

t o be ma de an d th e s e rie s m igh t be gin w ith th e thir d

,

l e tte r
.

N o te th at th e fi fth l e tte r is a ve ry stiff on e p retty su r e ,

to draw a r e sp o ns e . I f an y a re o ff en de d y et p ay I
, ,

al w ays a p o l o gize a n d sm oo th th em do wn Th e s ix th
.

l e tt e r is a str a igh t ou t m il d o n e th at b rin gs a r ou n d m any

-

wh o we r e o ff en de d by th e fi fth an d a r e p u t in go o d
hu m o r a gain by th e six th y et w ou l d h ave paid n o atten
,

t io n t o th e six th h a d it c o me fi r st .

Th e n in th l e tte r is a p rin te d a gency f orm an d so is

-

th e t en th . Th e el even th is a w arn in g th a t th e a cc ou n t
w il l be tu rne d o ve r to a sol icit o r if c ol l ec tio n is n ot ma de .

Th e p o int ab ou t th e a gency l e tte rs is th at th ey h ave a

-

—
b right r ed se al in the middl e an d l o o k l e gal a ch an ge o f
venu e has been taken The w o rdin g o f th e se l e tte rs
.

make s l ittl e diff e r ence .

On 30 day me r ch an dise a cc ou n ts I sh ou l d fol l o w the

-

p r a c tis e o f M a r sh a l l F ie l d Co an.d s en d o u t a s t a t e
ment ab ou t th e 2 0th o f th e m onth as a sl ight rem in der
th at p ayment on th e 1 0th o r 1 5th h as been o ve rl o o ke d .

T his is in a ddit io n to th e re gu l ar statement o n th e fi rst

o f th e m o n th . Many m anu fa ctu re rs sen d ou t a b rie f
l e tt e r j u st be for e th e en d o f th e m o n th ask ing r emit
ta nce so th e a cc ou nt wil l n o t h ave t o be c arrie d o ve r t o
th e next m o nth o n th e b ook s .

Wh en a stat ement is sent ou t th e first o f th e s ec ond

m onth a ft e r I w ou l d writ e a p l e asant sal e s l ett er cal l
, ,

in g att ent ion t o th e a cc ou n t an d ment io n in g an y new

it ems wh ich th e cu sto me r m igh t l ike t o b u y I w ou l d .

al ways m ake th e fi rst c oll ec t io n l e tt e rs sal e s l e tt e rs a sk

1 66 HUMAN NA T UR E IN BU S IN ES S
in g f or new e
o r d rs , if th e bu siness is su ch as to p e rmit
th is .

Le t tin g an a cc ou n t ru n al ong with ou t writin g any l et

t e rs is t o me h ighl y o bjec tio n abl e a s stat ements m ay
,

neve r r e a ch th e a ttentio n o f th e re sp o nsibl e m an wh o

dra ws th e c h ecks b u t simp l y be fil e d by th e b o okkeep e r
, .

A l e tte r w ill p r ob abl y get t o th e righ t m an an d a sal es ,

l e tt e r in wh ich inc idental r e fe rence is ma de t o an a c

c ou nt du e c an n o t be o ffen sive to an y o n e .

I f th e se f r ien dl y sal e s l e tte rs do n o t b r in g th e r emit

t ance at an y r a t e th ey h ave l aid th e grou n d f o r m o re
,

irrit atin g c oll ec tion l e tt e rs su ch a s No 4 No 5 etc in .

,
.
,
.
,

th e f oll o win g se r ies With th e grou n dw ork l aid few

.
,

bu sine ss men can be o ff en de d by th e s e seve r e l ette rs I f .

o nl y stat emen t s are sen t w ith n o l e tt e rs a fi rst l e tt er in ,

this s eve r e ve in ne arl y al w ays give s s e rio u s o ff en s e .

Wh en th e re is a disc ou n t f or c ash wh ich I w an t tak en ,

I al ways write a frien dl y n ote ( fo rm at th e en d ) remin d

in g th e c u sto me r o f th e da t e be fo r e wh ich p ayment mu st
be m ade in o rde r t o get th e dis c ou n t Tw o o r th r ee days
.

a fter th e dat e I writ e an o th e r s ayin g if th e a cc ou n t h as

been o ve rl ooke d I w il l gl a dl y al l ow th e disc ou n t stil l if
ch eck is s ent by r e tu rn o f p ost M any dispu te s an d
.

mu ch h ard feel in g w ou l d be av oide d if this system o f

n o tific at io n by l e tte r we re f ol l owe d m o r e w idel y I .

ap p en d a s o rt o f fin al l e tte r f o r sm al l a cc ou n ts .

L e t t er t o Go W it h Inv o ic e ; A l w a ys R equ ired on

A ppro v a l S h ipm e n t
Dear S ir
I ta ke pl e asu re in sen din g y ou my P rivate Instru ctio n
Manu al s f o r B u sine ss Men on app r oval as y ou r equ e st , ,

an d encl o s e mem o b ill f o r

. a dditi on al g iv in g y ou ,

c re dit fo r th e al r e a dy p aid I f n ot de sire d th e

.
,

m anu als sh ou l d be r etu rne d with in a week .

 C OLLECT I ON S B Y MAIL 1 67

Gettin g m o re b u sines s is a m atte r o f s el l in g En g

”
l ish , an d al so of ge tt in g a great nu mbe r o f min or
detail s exa c tl y righ t .

You ll neve r su ccee d u nl e ss y ou stu dy th e se detail s

’

p o in t by p o in t a n d m a s t e r th em — o r i f y ou d o su ccee d
y o u w i l l n o t be a b l e t o r e p e a t y o u r su cce s s .

My p rivat e in stru ction manu al s are th e onl y pu bl ic a

t ion s on e arth wh e r e th e se s eem in gl y c o mm on pl a ce l ittl e
de ta il s are set do wn on e a ft e r th e o th e r in su ch a way
th at th ey w il l ac tu al l y en abl e y ou t o b o ok th e o rde r s if
y o u f ol l ow t h e in s t r u c t io n s s t e p by s t e p T
. h ey h a ve
done it f o r m any oth e rs an d th ey w il l do it f o r y ou
,
.

B u t even m o r e imp o rtan t is my p e rso n al l e tte r o f c r iti

c ism in wh ich I sh ow y ou h ow t o appl y th e s e p r inc ipl e s
,

t o y ou r own b u sine ss h o w y ou can win ou t an d ac tu all y

,

mak e m o re m o ney .

Be s u r e to tel l me wh at you r bu siness is wh en y ou

r em it an d I w ill l et y ou h ave th is l e t t e r o f p e rsonal a d

vice an d criticism at o nce .

You rs f aith fu l l y ,

1s t Co l l ec t io n Fo l l o w U p
-

Dear Sir
I t is me ten days since I sent y ou on approval my
so

P rivat e In stru c tion M anu al s f or B u sine ss Men an d n o ,

dou b t y ou h ave h a d ampl e t ime to l ook th em ove r I .

write t o ask y ou t o r ep ort on th em at once .

Remembe r th at in th e se manu al s y ou are n ot b u ying

an ordin ary w ork at a h igh p rice .

You get a va st c ol l ection o f sm al l de tail s y ou c an fin d

n owh er e el se eve ry on e o f wh ich h as been trie d ou t by
,

ex p e rience an d wh ich h as h el p e d m any bu sine ss men

,

a c t uall y t o get m o r e b u sine ss .

B u t th e m ost im p ortant th in g is th e p e rson al c riticism

I wil l give y ou if y ou dec ide to kee p th e manu al s Th is .
1 68 HUMAN NA T UR E IN BU S IN ES S
al o ne is wo rth th e t o tal p r ice I t is imp o rt ant fo r y ou
.

t o h ave an ex p e rt sh o w y ou wh e r e y ou h ave fail e d in

j u dgin g y ou r cu st ome rs an d h ow t o p rove you r own
,

me rits ofi set y ou r c omp etition an d secu r e o rders o r

, ,

c ol l ection s y ou m igh t h ave I f y o u r f ol l o w u p system

.
-

is we ak I wil l sh o w y ou wh y
,
I f y ou a r e pl ann in g an
.

a dve rt isin g cam p a ign I w ill p u t y o u o n th e r igh t t r a ck

,
.

A l l th in gs c on side r e d my p r o p o sal is an extr emel y

,

r e a s o n ab l e o n e
. Yo u get th e p e r so n al l ette r o f c riticism
as soo n as y o u r em it if y ou sta t e wh a t y ou r b u s ine ss is
,
.

Will y ou n ot fav o r me w ith a ch eck or at l east in ,

fo rm me if y ou w il l kee p th e m a nu al s ?
You rs faith fu l l y ,

2 n d C o l l e c t io n F o l lo w - Up

De ar S ir
I sent y ou a set o f my P rivate In stru ction Manu al s for
B u sine ss Men on on e week s ap p ro val ; an d as y ou h ave
’

n o t r e tu rne d th em th o m o re th a n th ree wee ks h ave

,

el ap se d I t ake it for grante d that y ou are satisfie d an d

,

ex p ect t o remit .

Yo u get m o r e fo r y ou r m oney o n th is o fler th an any

th in g e l se I kn o w o f .

T h is is a p ra ctic al system for bu sine ss men p a cke d

w ith m or e u se fu l go od th in gs th an a ny o f th e h igh p rice d -

c orre sp on dence c ou rses in a dve rtisin g o r s al e sm an sh ip ,

y et t h e c ost is b u t
In th e p e rso n al criticism I will sh o w y ou wh at you r
we a kne sse s an d you r stron g p o in ts are A m an o u gh t t o .

ch eck h imsel f u p n ow an d th en an d s ee wh e re h e stan ds .

A rem ittance w il l be ap p rec iate d S tat e you r sp ecial .

l ine o f b u sine ss an d get th e c ritic ism at th e t ime y ou

13 3 3
’

Y o u rs faith f ul l y,
 COLLEC T I ON S B Y MAI L 1 69

3rd Co l l ec t io n Fo l lo w U p -

De ar S ir
Th e P rivate Instru ction Manu al s with which y ou get ,

p e rs o n al s e rv ice e qu al t o th e f u l l a m ou n t c h a rge d w er e ,

s en t y o u with o n e week f o r ex a m in atio n an d b ill e d at ,

th e c ash in a dv a nce p rice

- -
Th o m or e th an a m onth h as
.

el ap se d I h ave n ot rece ive d th e b al ance du e .

I am extremel y anx iou s to get th is matter cl ose d u p

with ou t fu rth e r del ay an d ask y ou to l et me h ave a
,

ch eck at once .

You rs faith fu l l y ,

4t h Co ll ec t io n Fo l l o w U p-

De ar S ir
I am su rp rize d th at a c ou rte ou s bu siness m an l ik e y ou
sh ou l d n o t o nl y ne gl ec t th e b al ance du e on a cc oun t o f my

P riva t e In stru c tio n Manu al s fo r m any weeks an d even

m onths b u t al so sh ou l d fail to m ake c ou rte ou s r e pl y to
,

th e l e tt e rs I h ave w ritt en .

I f y ou do n t in ten d to p ay th is b il l y ou c an at l east
’
, ,

l et me kn ow th a t fa ct .

Th e encl o se d stamp e d r etu rn envel o p is fo r a ch eck

o r f o r th e R EA S ON WH Y N OT A goo d r e ason c ou r
.

t eo u sl y given w ill be h ighl y a cce p tab l e a n d th a t is ,

some th in g it is al w ays w ith in y ou r p o we r to give .

You rs faith fu l l y ,

5t h C o l l e c t io n Fo l l ow -
Up *
Dear S ir
I h ave writt en y ou f ou r time s ab ou t th e b al ance du e
o n th e P riv a t e In st r u c t io n M anu al s f o r B u s ine ss Men

y o u o r d e r e d m any week s a go .

L ett ers l ik e t h i s a nd No 8 can b e w ri t t en o nl y t o p ers o n s y o u k no w

m o re b u s i n es s—t h e
.

w il l n ev e r s e n d y ou a ny a c t ua l d e a d b ea t s
-
.
1 70 HUMAN NA T UR E IN BU S IN ESS
I f y ou do n t in ten d t o p ay ,
’
j u st say so , a n d I will p u l l
o ff my c oa t an d j u mp in f or w o rth o f fight I al .

ways enj oy sp en din g m oney t o m ak e a m an p ay hi s b ill s .

I f it is a c as e o f o ve rsigh t n ow is th e time t o m ake ,

g o o d a n d k ee p y o u r r e p u t a tio n c l e an Any exc u s es o r .

ex pl ana tion s w il l al so go sa fel y in th e encl ose d r etu rn

envel op an d if y ou h ave th em r emembe r I can n ot rea d
, ,

y o u r m in d u n l e ss y o u s p e a k u p .

You rs fo r qu ick action ,

6th Co l l ec t io n Fo l l o w U p -

Dear S ir
You rece ive d th at l ast c ol l ectio n l ett er o f mine an d it
didn t m ake y ou op en y ou r eye s an d t ake n o tice !
’

Well wel l wel l !

, ,
’
Re all y I nee d th is m oney b adl y j u st n ow Won t you
,
.

go o u t o f y o u r w ay a s a p e r s o na l f av,
o r t o l e t me h a ve ,

a ch eck by retu rn mail o r w ith in a week ?

Y ou rs in ea rne st h o pe ,

7th Co l l ec t io n Fo l l o w U p -

Dear S ir
Wh at kin d o f b u sine ss man are y ou any way n ot t o , ,

h ave th e c ou rt e sy to r e pl y t o an y o f th e six o r s even l et

t e rs I h ave w ritten y ou ab ou t th e encl ose d a cc ou nt ?
I want th is m oney or I wan t to kn o w wh en I can h ave
,

it o r w h y I am n ot go in g t o get it
, .

Cou rte sy is ch e ap even wh en m oney c ome s h ard an d

, ,

I sh all exp ect to h e ar fro m y ou by r e tu rn m ail .

V e ry tru l y you rs

*
,

8th Co l l e c t io n Fo l l o w U p -

Dear S ir
I want to ask y o u a few h e art to—
h eart -
qu estion s
A re y ou h one st or a dea d -
beat ? You kn ow . If

S ee no t e o n No . 5 .
 C OLLEC T I ON S B Y MAI L 1 71

h o ne st , expl an ation o f w hy y ou don t p ay th e en ’

an

cl ose d b il l wil l t en d t o p r o ve it .

I s th e encl o se d b il l disp u t e d by y ou in an y p a rticu l a r ?

I f so I wa nt t o kn ow al l ab ou t it an d if y ou ar e h o ne st
, ,

y o u w ill t e l l me .

Pl ea se save u s b oth u n pl e asantne ss by de al in g frankl y

an d f a irl y with me an d su gge stin g so me s e ttl emen t o f
,

th is c l a im .

V e ry tru l y y ou rs ,

A Rem in d e r t o T a k e C a sh D isco u nt
Dear S ir
I h o p e y ou h ave r ece ive d th e sh ip men t o f which
w e m a de y ou v ia o n th e

I w ou l d r emin d y ou th at S e pt 1 5 is th e dat e for t aking

.

th e c ash dis c ou nt o f 5 p er cen t I f f or an y r e aso n it is

.

n o t c o nven ien t f o r y o u t o r em it by t h at dat e p l eas e n o ,

.

t ify me p ro mptl y .

Y ou rs fa ith fu ll y ,

Fin al Rem in der on Ca s h D isc o u nt

De ar S ir
I f y ou h ave ve rl ook e d th e c ash dis cou nt o f 5 p er cent
o .

o n y ou r a cc o u n t wh ich sh o u l d h ave been t aken S e p t 1 5

, .
,

I wil l stil l al l ow it if y ou wil l l et me h ave ch eck by

r e tu rn o f p o st .

A dis c ou n t o f 5 p er cent is t o o l arge t o be l ost if a m an

.

c an p ossibl y av ail h im sel f o f it I t is an extr a dis c ou n t I

.

’
h ave given y ou in th is fo rm an d f ail u r e to t ake it do e sn t
,

l o ok wel l f o r o n e s c re dit I f f o r an y r e ason y ou do n o t

’
.

fin d it c onven ient t o r emit I sh al l ex p ec t y ou to set a

,

dat e wh en I may l o ok fo r p ayment or l et me h ave so me ,

expl an ation .

You rs faith fu l l y ,
1 72 HUMAN NA T UR E IN BU S IN ES S
Fo r S m a l l A c c o u nt s O v erdu e
De ar S ir
Th e encl ose d sm all a cc ou n t is c on side rabl y overdu e ,

an d I s ince r e l y h 0 p e y o u c an f av o r me with a ch eck

by r e tu rn mail .

I am su r e if y ou m ak e a l ittl e e ff o rt in th is matter y ou
c an cl e a n u p th e a cc o u n t Wo n t y ou pl e ase t ry an d
.
’
,

l et me h ave a w or d f ro m y ou with in th e next few days ?

Cordi all y y ou rs ,

Fo r V ery S ma l l A c c o un ts L o n g O v erdu e

De ar S ir
I h ave sp ent 500 on p osta ge an d statione ry in tryin g
.

t o c ol l ec t y o u r sm al l acc o u n t I can h ardl y aff ord to .

su e y o u .

I f y ou don t in ten d to p ay it y ou c an say so an d save

’

u s b o th ann oy a nce Cou rte sy ce rtainl y requ ire s a re pl y

.

t o th is l e tte r with ou t del ay .

V e ry tru l y y ou rs ,

C o l l e c t io n s fro m D eal ers

The be st kin d o f l e tte r t o get m oney a s a ru l e from
de al e rs is on e th at is sl igh tl y ir rit a t in g b u t n o t su ffi

c ien tl y be o ff en sive M ost c ol l ectio n l e tte rs are

so to .

“
t oo c on side rat e F or ex a m pl e y ou say
. I f p ossibl e , , ,

k in dl y r emit th e encl ose d s ta t ement be f ore Oc t .

“
You sh ou l d say You r a cc ou n t as r ep r e sente d by th e
,

encl ose d statement is al r e ady c o ns ide rabl y o ve rdu e an d ,

as I m u st h ave m o ney by Oc t 2 4 t o mee t ob l igat io n s .

,

I mu st r equ est th at y ou l et me h ave a ch eck by re tu rn

mail .

“
I h ave sometime s l et you r acc ou nts ru n a l ittl e
l o n ge r th an I sh ou l d Wh en y ou nee d a cc o mm o dation
.

an d I am in a p o sition t o give it a requ e st t o me will ,

al ways be h on o r e d .
 COLLECT I ON S B Y MAI L 1 73

Bu t I am in nee d o f a cc omm o dation from y ou

n ow ,

an d I sh al l be ve ry gr e atl y disa p p o in t e d if y o u do n o t

m ake a sp ecial e ffo rt to sen d me at l e ast al l y ou can on

th is acc o u n t at o nce .

I f a m an do es n ot r e sp on d t o a l e tte r l ik e th at y ou ,

ou gh t t o go a fte r h im at o nce with s ome th in g l ike a sh a rp

st ick h in tin g th at h e is n ot doin g j u st th e r igh t o r

,

h one st thin g I f h e gets an gry sm ooth h im down b u t

.
, ,

th e sh a rp t one o f y ou r l ette r is th e th ing th a t w il l b ring

in the m oney .

A Co l l e c t io n L et t er th at D rew th e Mo n ey ,
Lik e a

P o u l t ic e
Th e fol l ow in g l ette r drew f rom on e c oncern this ac
k n owl edgm en t of its efi ec tiv en ess
“
We are in rece ip t o f you r excee dingl y gentl e an d
‘
well w orde d tou ch o f th e 4th in st an d y o u w il l n o t e
-
’
.

th e r e su l t encl o se d Ou r o nl y r e gre t is th at y ou c ou l d
.

n o t r ece ive it by th e 1 0th as y ou de sir e d I f y o u r b o ok .

k ee p e r w or ds all h is l e tte rs as h e did ou rs we w ou l d ,

j u dge you r b a d a cc ou nts w ou l d be ve ry l imit ed fo r it ,

dr ew th e m o ney fro m u s a s a b re a d an d m il k p oul tice

”
is su p p ose d to dr aw infl amm at ion .

Gen tl emen :
We l ike to fee l that al l o f o u r cu stomers are ou r good
frien ds an d in time s o f t r ou bl e we fin d p l e asu re in kn o w
,

in g th at we h ave f rien ds to de p en d u p o n .

Th e a dvance s in th e p r ice s o f s ome r aw m at e rial s h ave

m a de it nece ssary f o r u s t o go into th e m arke t an d b u y
ve ry h e avil y for fu tu r e requ iremen ts T h e se su p pl ie s .

will h ave to be p aid f o r ve ry so on an d th e re in l ie s th e ,

t r o u bl e th at w e wa nt t o t el l y ou ab ou t .

We encl ose stat ement o f you r a ccou nt an d h op e th at ,

y o u a r e su f
fic ie ntl y f r i en dl y t o w a r d u s t o be w i l l in g t o

str e t c h a p o in t an d sen d u s a ch eck by r e tu rn m ail .

1 74 HUMAN NA T UR E IN BU S IN ESS
A t the p re sen t t im e w e h ave be tween a th ou san d an d
fi fteen hu n dre d op en a cc ou n ts on o u r b ooks, an d a l ittl e
a nticip atio n o n th e p art o f ou r cu st ome rs w il l r el ieve
o u r nece ssiti es w ith ou t o ve r c r o w din g o u r f rien ds .

We t ru st th at y ou will l o ok at this l ett e r in th e sp irit

in wh ich it is writt en an d n o t c o ns ide r it a du n b u t as a ,
.

frien dl y r equ e st f ro m on e me rch ant t o an oth e r .

You rs trul y ,

An o t h er S u c c e ssfu l Co l l e c t io n Le tt er

Dear S ir
I h ave a c ou pl e o f n ote s c omi n g du e on th e 2 oth an d
30th o f th is m o n th an d sh ou l d a pp rec ia t e it if y ou c oul d
,

l et me h ave a c h eck th a t I can u se in p ayin g th e first

o f th e se Wil l y ou favo r me ?
.

Th e encl os e d cal en da r c ard w ill be h an dy t o c a rry in

-

—
you r p o ck e t b ook acce pt it with my New Y ear s c o m
-
’

p l im en t s .

I f y ouwil l sen d m oney at o nce I will gl a dl y p re sent

y ou w itha c o py o f my Co mme r c ial Ma p o f th e Un it e d

S ta te s—the onl y m ap eve r p u b l ish e d on which y ou c an

tra ce 62 rail roa d syst ems th rou gh th e network at a
gl ance .

Co rdi all y y ou rs ,

Ass ign m ent XV III . Co l l e c t io n Let t ers

Let e ach member o f the cl ass p repare a series of ten

c ol l ection l ett e rs for gene ral u se in th e bus in es s stu die d ,

c onsiderin g th e di ff e rent cl asse s o f p e opl e an d getting a ,

su ffic ien t v arie ty o f a p p e al s o th at i f s en t o n e a ft e r th e

o th e r th ey w ill n o t gr o w stal e an d incl u din g s p ec ial l et

,

t e rs for l ar ge an d sm al l acc ou n ts o r sp ecial o ccasio ns .

In th is we will fol l ow an d carefu lly a dapt the series

g i ven in th e t ex t b oo-
k .
U S IN G WO R D S SO AS TO MA K E P EO P L E D O
T H IN GS

T h e P erso n al T o u ch

I H AVE sp ok en a gr eat de al ab ou t kn owin g th e cu s

to me r . N oth in g wil l h el p so mu ch as the h ab it o f visu al
iz in g h im s o th at y ou r e all y see h im sittin g by you r
ch air ( with y ou r eye s shu t if n ot with th em op en ) an d
f eel h is p re sence . Th en al one can y ou w rite as y ou
wou l d t al k t o h im .

In the sch ool s im agin atio n is su p p ose d to be the p owe r

,

o f fa ncy o r im age ry o r el s e it is c on st ru c t in g a c h a in o f
,

c ir cu mstance s th at a re u nr e al Oft en th is is in re al ity

.

g u e ss in g . I f t h e r e is a ny th in g t h a t is c o n de m n a b l e in

bu sine ss it is th e h ab it o f gu essin g IN BU S IN ES S .

YOU MU S T KN OW WHA T YOU A RE D OIN G or y ou

are a f a il u r e . Ab sol u t e kn owl e dge is nee de d n owh e re s o
mu ch as it is in bu sine ss an d esp ec iall y in wr itin g l et
,

t e rs an d a dv ertis emen ts Th e r e a so n why so mu ch

.

m atte r sent o u t fail s is th at it is b ase d on gu e sswork

an d n ot o n kn o wl e dge .

Th e b u sine ss im a gin at io n I sp e ak o f is j u st th e o pp o
s it e o f th e h ab it o f gu e ssin g I t is l ea rn in g t o kn ow y ou r
.

m an so wel l y ou can a c tu al l y see h im even wh en h e isn t ’

th e r e
. B u t y ou w ill p r ob abl y see bette r with y ou r eyes
cl ose d th an w ith th em op en .

Wh en y ou begin t o get this ima gin ation y ou will sh ow

in y ou r l ette rs th e c onfiden tial p ersonal tone th e ea sy, ,

1 75
176 HUMAN NA T UR E IN BU S IN ES S
t al k in g m anne r You bec ome real l y p e rson al
. You .

“ ”
s p e a k t o y ou r c u st o me r as y o u a n d r e f e r t o y ou rs el f
“ ” “ ”
as we or I . You be gin t o f eel th a t c o nfi den tial ,
“ ”
t al ky t o ne in y ou r l e tte rs Yo u do n t p u t
.
’
s cene ry

( c o nven t io n a l s a l e s t a l k )-
i n t o y o u r l e t t e r s bec au,
s e i f
y o u c an s e e y ou r m a n y ou kn o w h e d o e sn t c a r e ’
f o r

th a t . You give h im wh at h e w an ts n ot a p u r el y im agi ,

“ ”
n ary an d th e o r e tic al l ine o f l ette r tal k -
Eve ryth in g
.

y o u sa y c o u n t s i t
,
h i t s t h e m a r k .

Th e way t o bu il d u p th at im a gin atio n is n ot by s it

t in g stil l an d t ryin g h a r d .

No . You can n o t do be tt e r th an go o u t on th e r o a d
an d see th e tr a de T h en wh en y ou c ome b a ck y ou wil l
.

kn ow h o w th e t ra de l ooks I f y o u tal k with cu stome rs

.

y o u w i l l kn o w w h a t t h ey h a ve t o s a y h o w
,
t h ey t h i nk ,

what th ey l ike an d wh a t th ey don t l ike You w il l h ave

,
’
.

FA C T S an d n ot gu e ssw ork as t o wh at th e im agin ary

m an re all y is .

I f y ou c an n ot go o u t on th e r oad a s a sal e sm an take ,

eve ry opp o rtu n ity t o ob se rve th o se wh o drift int o th e

o ffice . T al k to th em wh eneve r y ou can m ake you rsel f ,

a gree abl e an d try t o be u se fu l t o th em Wh en y ou b e

,
.

g in t o t r y t o be u s e f u l t o eve r y p e r s o n w h o c o me s a l o n g
in b u sine ss y o u ar e ve ry l ikel y t o be gin t o sell some
t h in g an d get y ou r r ew ar d f o r m akin g th e s al e .

T h e re is a gre at de al in be in g abl e to pu t a h el p fu l ,

p e r so n a l t o ne in t o a l e t t e r Y o u
. c a n n o t d o it u n l e s s

y ou w o u l d n a t u r a l l y be h e l p f u l t o t h e r e a l p e r s o n .

M any bu sine ss p e opl e an d w omen e sp eciall y l ike t o be

, ,

c ol dl y imp e rso n al in l e tt e r writin g wh il e a f ew go t o

-

th e o p p o sit e ex tr eme an d bec o me o ff en sive l y f am il ia r .

T h ere is a h ap py me diu m an d it diff e rs with th e kin d

,
 WORD S TO MAK E P EOP L E DO T H IN GS 1 77

e
r su l t of a wel l devel o p e d b u sine ss
-
im a gin at ion . Th e
r e su l t is wh at is c al l e d T A C T .

En t h u s ia s m th e Co rn er -
s to ne of S u c c es s

En gl ish th at b ite s into th e m in ds menan d h e ar t s of

is m o re a m att e r o f th e th o u gh t th an o f th e ex p re ssion .

I f y ou think c l e arl y an d a ccu r at el y a n d devel op a goo d ,

su pp l y o f en th u siasm by me an s o f th e im agin atio n y ou ,

wil l exp re ss you rsel f with gre at f or ce .

Wh en a m an th inks very cl e arl y h e sel do m viol at es ,

a ru l e o f gra mm ar n o m att e r wh e th e r h e kn o ws an y
,

th in g ab o u t gr amm atic al ru l e s o r n o t .

I f h e p u ts in pu nctu a t ion m arks j u st t o m ak e h is

me an in g cl e ar t o a c omm on sen se o rdin ary p e rso n he
-

, ,

w ill n o t nee d to kn o w anyth in g ab ou t th e ru l e s o f pu n o

tu ation f o r h e wil l p u nc tu at e c o rr ec tl y with ou t an y
,

ru l e s— at l e ast a s f ar as sim p l e b u sine ss En gl ish go e s .

I f h e w o rks u p a p assio n at e enthu sia sm f o r h is bu si

ne ss h e will be very l ik el y t o write a d ve rtisin g l etters
,

fil l e d with p owe r Ge ttin g enth u siastic is at the b otto m

.

o f al l sal e sm an sh ip .

I f y ou w an t t o wr it e a p o we rf ul l ett e r f o rge t al l ab ou t ,

th e a rt o f b u sine ss En gl ish an d s it down an d p u t a

,

h a rd t ell in g f a ct int o a sh ort str aigh t fr o m th e sh ou l de r

, , ,
- - -

s en t ence I f neces sary m ake th at s en tence a p ara

.
,

g p
r a h ( if i t is im p o r t a n t en o u h
g ) o r em p h a size
,
s o me
p h r a s e i n it by u n d e r sc o r in g o r c a p it a l iz in g .

Th en give an oth er straigh t fr o m th e sh ou l der fa ct th at

- - -

y o u f ee l o u g h t t o c o nv i nce an y sa ne m a n T h en a n .

o th e r .

Wh en y ou h ave finish e d tel l you r cu stomer j u st what

,

y o u w a n t h i m t o d o — s o me th in g y o u be l ieve h e c an a n d
—
w il l do an d p l a ce in his w ay eve ry me an s t o do it
e asil y Last o f al l t el l h im c omm an d h im to do it
.
, , ,
.

Unl e ss y ou c an an al yze you r bu sine ss an al yze you r ,

1 78 HUMAN NA TURE JN BU S IN ES S
c ust ome r n al yze y ou r go o ds fro m th e p o in t o f view o f
,
a

th e u s e th e c u st o me r can m ake o f th em an d W ORK ,

UP Y OUR OWN FAI T H AND EN T HU S IA S M y ou ,

a re n o t l ike l y t o w rit e an y l e tt e r th at w il l b r in g o r de rs .

Onl y th e m an wh o c an c onvince h im sel f th at h e h as th e

ONLY P R ODU C T OF I TS KIND A T H I S P RI CE
h a s an y r igh t t o t ry to wr ite s al e s l e tt e rs o r o th e r a dv er
t isin g m atte r Wh en a m an s o wn f aith an d en thu ’
.

s iasm m aste r h im h e ca n n o t h el p w r itin g e ffective

,

s al e s En gl ish if h e o nl y t rie s h ar d en ou gh an d l on g

en ou gh .

TWO

How to C o n de n s e

We c on den se fo r two r e ason s : 1 To ec on omiz e th e .

attention o f the rea de r 2 To save th e c ost o f high

. .

p r ice d a d ve r t is in s
g p ace M o s t b u s i
.ne s s men p u t t h e

s ec on d r e aso n fi rs t ; b u t it is in sign ific a n t a s c o m p a r ed

with the o th e r A dve rtisements an d l e tte rs wh ich p ro

.

du ce th e ir t ell in g e ff ec t in th e sh o rt e st p o ssibl e time

will be re ad by m or e p e opl e an d w ill get m o re bu sine ss
,

f rom th os e wh o do r e a d B u yin g p e o pl e a re m ore rea dy

.

t o sp en d th e ir m oney th an wa ste th e ir time .

T h e S e c re t of C o n den s a t io n

l ie s in ch oosin g wisel y th e thin gs th at wil l real l y a pp eal

t o th e r ea de r Kn o wl e dge of th e rea de r is th e re fore
.
, ,

th e m atte r o f gr ea te st im p or ta nce .

Havin g by l on g an d c al m th o u gh t ch osen su cce ss

, ,

ful l y y ou sh ou l d ex p re ss wh at y ou h ave t o s ay in c om
,

p l et e a n d f au l tl e s s En gl i sh a s i f w h a t,y o u we r e a c tu al l y
s ayin g we r e al l y o u eve r th ou gh t o f s ay in g .

N EV ER cl ip ou t sm al l an d seemin gl y u n imp ortant

w or ds m aking you r c on den se d f o rm je rky an d r a gge d
,
.
 W ORD S TO MAK E P EOPLE DO T HIN GS 1 79

The m ission o f a f ew smal l words imme diat el y su gge sts

o

to th e s en s itive r e a de r th a t y ou h ave been l ab o rin g t o

c on dense an d h e is ren de re d su sp ic io u s Th e small e st
,
. .

th in g t o exc it e su sp ic io n w il l de st r o y a t once th e c o n
fiden c e nece ssa ry t o e stabl ish in g bu sine ss r el ation s w ith
a str an ge r .

S u cce ssfu l c on den sat ion r equ ire s time an d p atient

th ou gh t ; an d m u st be t rie d m any t ime s be fo r e it p r ove s

p e r f ec tl y s u cce s s fu l .

Great ca r e mu st be t ak en to cl in g t o eve ry go o d p oint

o nce e st ab l ish e d Too m any b u sine ss men we ary o f th e
.

ol d th in g an d t ry s ome th in g en t ir el y new t o th e ir great

, ,

l oss . Wh en y ou mu st ch oose be tween tw o p oints weigh ,

b oth care fu l l y in th e m in d ; p e rhap s t ry b o th in some

way on an a ctu al cu sto me r ; h avin g fin al l y decide d on
on e l et th e o th e r be u tt e rl y f o rgo tt en th at it m ay ce a se
, ,

to h au n t y ou r m in d a n d th ro w it in t o c on fusion .

N EVER t ry t o c on dense by cu ttin g ou t w or ds an d

p h r as es C
. h o o s e a f r e sh th e th in gs y ou w ill s ay a,
n d
writ e as if y o u h a d neve r w ritt en be fo r e p u tt in g wh ol l y,

ou t o f y ou r m in d th e l o n ge r f o r m I t is o ften nece ssary

.

t o l et t ime el ap s e s o th at y ou w ill h ave f o rgo tten th e

,

l on ge r f orm I f th e c on den se d f o rm s eems t o y ou im

.

p e r f ec t it ,
w ill ce r t a in l y s eem im p e r f ec t t o t h e r e a d e r .

Un l ess y ou c an c on vin c e y ou rs elf tha t y ou h av e said a l l

y o u r ea l l y n ee d t o s a y y ou r c
,
o n den s e d f o rm is n o t p e r

fect .

Many p e rs o na l s al e smen h ave a k n ow l e dge o f t h e ir

g o o ds o f t h e
,
ir c u s t o me r s a n d o f su rr o
,
u n di n g c o n d it i o n s ,

an d th e enth u siasm t o m ake a p e rso n al sal e y et th ey c an ,

n ot wr it e go o d l e tt e rs s im pl y bec aus e th ey c an n o t con

dens e Eith er t ey say to o mu c

. h h — so mu ch th e o r dina ry
—
man wil l n ot r e ad it at all or th ey give it u p in de spair
an d say p r ac tic al l y n o th in g .

I t usu all y t ak es a go od l on g l ette r to sell anythin g .

1 80 H UMA N NA T UR E IN BU S IN ES S
B e gin by writin g o u t you r a rgu ments j u st as y ou woul d
t al k th em Im agine y ou r cu sto me r sittin g by you r side
.

a n d th a t y o u a r e t al k in g t o h im h ar d f o r an o r de r Do .

n o t stin t th e sp a ce Yo u m u st l e arn t o exp r ess y ou rs el f

.

fu l l y be fo r e y ou c an ex p r e ss y ou rsel f b riefly .

Wh en y ou h ave written p age a fte r p a ge o f t al k fil l e d

with enthu siasm an d c ove r in g eve ry p o int as if y ou
, ,

we re t ry in g t o c om p ose a b o ok o n th e su bj ect go b ack ,

o ve r y o u r m att e r ( h a ve it in typ ew r itt en f o r m s o y ou

c an r e a d it e asil y ) an d p u t in h ea d l ine s th at w ill su m

,
-

m arize e a ch su bject o r a rgu ment or fa ct Try t o m ake .

th e se h e a d l ine s n o t me re in dic ation s o f wh at is t o f ol l o w

-

in tha t p a ra grap h BU T S T A T EM EN T S OF FA C T S
,
.

Be su re th at th is fa c t is so cl e arl y state d th at th e m oment

an o u tside r r e a ds th e h e a d l ine h e w il l kn o w ex a c tl y
-

what th e fa ct is be fo r e h e r e ads th e expl an ation .

T h e re is al ways a fac t at th e b o tto m o f eve ry sou n d

a rgu men t Pu t y ou r fa c ts in to h e a d l ine s so th at th e
.
-

m an wh o gl ance s o ve r y ou r b o o k wil l k n o w th e im
p o r t an t f ac t s a b o u t y o u r b u s ine s s even i f h e d o e s n o t
r ea d y o u r ex pl an a t io n a t all Make th es e h e a d l ine s
.
-

t el l y ou r s to ry as y ou go al on g in th e p r o p e r o r de r o f ,

ap p e al t o y ou r c u s t o me r s o wn s el fish in t e r e st
’
T hi s .

will m ak e an excell en t circu l ar to a cc om p an y you r l e tte r .

With th is l on g a rgu men t divide d u p by p rop er h e ad

,

l ine s e a ch h e ad l ine sta tin g a fa c t y ou can m ake u p a

,
-

l e tte r al m o st ou t o f th e h e a d l ines ; b u t y o u w an t t o-

we ave th em into a cl o se l o gical a rgu ment fil l in g th em

, ,

o u t a t rifle so th ey w il l m ake a c o n t inu ou s b r ie f st o ry .

T hat wil l be a c on dense d s al e s l e tter an d an e ff ective -

o e to o
n ,
Ab ove a m ake y ou r argu men ts FA C T S n ot
. l l ,
—
t al k n o t me re w o r ds
,
F a cts c on den se e asil y
. .

Usu al l y th e l e tte r write r starts ou t t o write a con

-

den sed l e tte r fi rst I t is mu ch bet te r to be gin by writin g

.

fu ll y p u ttin g y ou r wh ol e sa l e s tal k on p ap e r in th e
,
-

,
 WORD S TO MAK E P EOPLE DO T HIN GS 1 81

righ t l ogic al
e an d th en
o rd r ,ch o osin g from it
FA CT S th at will t ell Th e m an wh o c an drive h ome .

f a cts in c onve rsatio n wil l so o n l e arn t o drive th em

h ome in a l ette r an d th at wil l be c on den se d l ette r
'

w ritin g .

A n Ex am pl e o f Co n densa t io n

T his s e ries sh ows th e meth od o f c on densation The .

“ ”
c oll o qu ial p h rase Lette rs th at Pu ll ( wh ich w ou l d n ot
,

be p erm itt ed in l it e rary c omp o sition ) was a great dis ,

c o v ery since it w as c o mm o n u sa ge a m o n g b u sine ss men

,

an d dou b l e d th e b u sine ss b r ou gh t by th e sec o n d l e tt e r .

T his w as fi rst u se d as a l ette r an d th en as a p age

a dve rt is ement I t is ab ou t a s sh ort a s a l ette r on th is
.

su bjec t c o u l d be m a de an d is u n u su al l y t e r se a n d strong
,
.

Th e sh o rt p a ra graph s at th e o p en ing got immediate at

t ention bec aus e th ey l o oke d e asy to r ea d .

The Firs t Fu l l L et t e r
De ar S ir
You writ e l ette rs an d th e su cce ss o f you r b u sine ss de
,

p en ds t o a l a r ge ex t en t o n t h e l e t t e r s y ou w r it e .

Do y ou h ave a syst em by wh ich y ou imp r o ve thos e l et

t e rs f ro m week t o week m on th t o m o nth ye ar to ye ar ?
, ,

Or do y ou m ake th e same ol d m istake s o ve r an d o ve r ,

a n d w ast e m o ney in th e s ame ol d w ay sen din g ou t th e ,

s ame o l d b a d l e tt e rs ?

Un dou b te dl y y ou do f o r n inety nine ou t o f eve ry hu n

,
-

dre d b u sine ss men do Th ere h as neve r been anyth ing

.

t o h el p th em t o do be tt e r .

I ha ve devise d a system f or the c o mp osition o f goo d

bu s iness l ett e rs l ike th e systems in bo okkee p ing adv er
, ,

t isin g, e tc .

Wh at is a dve rtisin g w orth if y ou do n t kn ow ’

h ow t o
h an dl e th e inqu irie s wh en y ou get th em ?
Wh at are t rial o rde rs wo rth if in y ou r l e tte rs
-

y o u do
1 82 HUMAN NA T UR E IN BU S IN ES S
n ot h an dl e you r cu stomers in th e righ t way wh en you
ge t th em ?
Lett e r writin g is the
-
k ey to the wh ol e situ ation Th e .

time will c o me wh en it will be re garde d

as th e m ost im
p o r t an t e l emen t .

T h e r e is a gre at de al to l ette r wr itin g be sides a l ittl e

-

g r a mma r . T h e r e is th e AR T O F G E TT IN G BU S I
N ESS B Y LETT ER S I t e a ch th at a rt . .

My meth o d o f t e a ch in g is di r ect an d simpl e In th e .

simpl e st an d m o st p ra c tical w ay I tel l y ou wh at is c o r

r ect En gl ish an d wh a t is n ot ; wh a t is an ea sy w ay t o
,

begin a l e tte r an d wh at is n ot ; wh at is th e c o mm on w ay
,

of p r ep a rin g a c ir c ul a r l e tte r an d wh a t is th e winn ing

,

way .

I show y ou a re al bu siness l e tte r with all its e rrors ,

an d th en I p o in t o u t th e e rr o rs on e by on e in n ot e s
, , ,

finall y r ewritin g th e l e tte r as a m o del l e tte r You see .

y o u r o wn f a u l t s as in a m i rr o r an d kn o w j
,
us t h ow t o

c orrect th em .

T his c ou rse is onl y j ust p u bl ishe d b u t y ou wil l see ,

th at I h ave th e stro n ge st k in d o f in do rs emen ts from

s ome o f th e be st b u sine ss men in th e c ou n try T h ey .

s ay th at I h ave r e all y do ne s ome th in g wo rth do in g ;

th at I h ave c ro w de d my l e ss o n s with go o d th in gs You .

c an n ot do u b t th e ir t e stim ony .

B u t th at do e sn t m att e r ! Ex ami ne th e l esson s fo r

’

you rsel f S en d th e first c ash p ayment o f $3 an d I

.
,

wil l sen d y ou at once th e first th ree l es sons o f P art I

an d th e fi rst th ree l e ss o n s o f P art II I f y ou don t fin d
’
.

a l o t o f go o d th in gs in th em s en d th em back an d I wil l
,

r e fun d y ou r m o ney .

Th e r e st o f th e l e sson s I wi l l m ail weekl y in seal e d

envel op s You wil l get mu ch m o r e val u e ou t o f th e
.

l e sson s by be in g stimu l at e d eve ry week th an by ge tting

all at once I will n ot sen d all l e ss on s at once
. .
 W ORD S TO MAK E P EOPLE DO T HIN GS 1 83

This new 50 l e sson c ou rse o f m ine is re al l y th e equ al

-

in eve ry way o f a ny o f th e m u ch a dve rtise d c o u r se s on

-

a dve rtisemen t w ritin g wh ich s e l l f o r $ 40

-
B u t I o ff e r
.

a mi nimu m o f p e rs o n al in st ru c tio n an d all th e p rin t e d

l e sso n s fo r th e ve ry l ow p r ice o f $ 1 0 I f y ou w ant a f ull

.

c ou rs e o f p erson al c ritic ism dril l o n a weekl y p arcel o f

c arb on c o pie s o f y ou r dail y l e tte rs I will give th e Co m
,

p l et e C o u r s e a n d 2 5 p e r s o n al c r itic is m s f o r $ 2 5 c a sh .

Or if y ou sen d $ 1 0 c a sh f or th e p r inte d c ou rse y ou m ay ,

h ave th e p e rs on al in stru ction at an y time w ith in six

m o nth s f or $ 1 7 c ash o r $2 0 in instal ments $5 down an d
, ,

$5 a m o nth Th e r e gu l ar p rice o f th e c ritic ism drill

.

al o ne is $ 2 5 .

Be tte r get th e se l e sson s s o th at y ou w ill be pre pare d

t o do be tt e r w o rk wh en th e au tu mn ru sh c ome s Be gin .

to th ink NOW .

Co r diall y you rs ,

A Pa ge A dv e rt is e m en t or S h o rt L ett er

H OW TO WRI T E LETT ER S T HA T P ULL

A r e y ou awa r e o f th e a dvan ta ge s o f a dve rtisin g by
—
c ir cu l ar l e tt e r if y ou can write LETT ER S T HA T
P ULL ?
He r e are s ome a dvant ages
1 You c an s ay en ou gh to get o rde rs by re t urn m ail
. .

2 You c an try o u t a given p r o p o sition on

.

—
n ame s fo r $ 1 5 a p age in a m agaz ine c osts $ 1 00 an d u p .

3 Lett e r writ in g is th e still hu nt me th o d o f a dve rt is

.
- -

—
in g yo u r c omp e tit or s don t fin d o u t al l ab ou t it th e
’

fi rst day .

B u t C A N YOU WRI T E LETT ER S T HA T P ULL ?

You c an if y ou u se th e S m a r t S ystem .

Wh at is th e S m art S ystem ?
I t c o n sists o f 50 c ar ds m ail e d tw o e a ch week on on e
, ,
sid e o f each c ard j u st th e t e rse p oin te rs y ou want on th e ,

o th e r side ill u st ra t io n s in th e f o r m o f a c tu al bu sine ss

l ette rs I give y ou th e l at est an d be st in formation on

.

f ol l o w u p syst em s h ow t o c oll ect m o ney by m a il h ow t o

-

, ,

m an age agents h ow t o de al with w o men h ow t o wr it e

, ,

a h u n dr e d goo d l e tt e r s a day wh en t o write a l on g

,

l e tte r an d wh en t o w rit e a sh o rt o n e an d fi fty o th e r ,

p o in t e r s even m o r e i m p o r t a n t In sh o r t I give.
y o u a ,

c ompl e te syst em e a sil y l e arne d an d ap pl ie d dir ectl y t o

,

y ou r eve ry day c orre sp on dence t o m ake y ou r l e tt e rs pu l l

-

m o re an d m o re with every st ep y ou t ake T h en I my .

sel f a dvis e y ou p e rs o n al l y h ow t o m ake Y OUR l e tte rs

p u l l .

B u sine ss men w h o h a ve inve stigate d kn ow th at I h ave

a go o d th in g Ly o n . He al y p u t in my system for al l
th e ir l e a din g men Th e D o dge M anu fa ctu r in g Co sent
. .

me a ch eck fo r $ 60 a fte r o n e o f th e ir men h ad t aken

my syst em c o mpl et e an d w o rn th e c ar ds ou t with h an
dl in g Th e S h e rw in W il l ia ms C o fi r st o r de re d it f o r
.
-
.

so me o f th e men a t t h e ir h o me o ffice a n d th en f o r th e ,

m an age rs o f th e ir b ranch o ffice s S c or e s o f th e b igge st .

bu sine ss men in Ame ric a h ave u se d my system with th e

g r ea t e st en th u s ia s m I ca n n o t
. be gin t o t e l l y o u h e r e
th e n ice th in gs th ey s ay ab o u t it .

My system c o sts $ 1 0 c ash S en d me $ 1 by re tu rn .

m ail a t m y risk an d I wil l sen d y ou th e fi rst th ree in

, ,

st al m en ts o f th e syst em w ith f u l l in fo r m at io n an d c o m

ne f n M N EY i f
’
p l et e o u tl i I y o.u d o t s ee O in t o r y o u ,

a n d m any t ime s th e $ 1 0 th e sy st em c o st s sen d b a ck th e ,

c ar ds an d I will r e fu n d y ou r m o ney in stantl y with ou t ,

a w or d B u t I kn o w y o u w il l WAN T t o s en d th e oth e r
.

$ 9 an d get th e syst em c o mp l et e f o r I h ave neve r h a d a ,

r e tu rn o r h e ar d a sin gl e w o r d o f dissat is fa c tion My .

cl ients are m ore enthu siastic even th an I a m .

Wh at is so el oqu ent as th e en dorsement o f b ig bu si

 W ORD S TO OPLE DO T HIN GS 1 85

ne ss h ou ses wh o r e in d e fli eir in dorsement wi th

ch ecks !

O n e -
i ch n Ma ga z in e A dv ert is em e nt

H OW TO WRI T E LETT ER S T HA T P ULL

S idney S mart , the l ea din g au thority on l ette r writin g, -

gi ve s in h is 50 In st ru c t io n C a r d s f o r B u s ines s Men
c e
s or s o f th e m ost su cce ssfu l l ett e rs eve r s ent ou t in th is
c ou ntry an d de scribe s all th e l atest device s an d wrink l es
,

f or s ol icitin g by mail c ol l ecting m oney h an dl in g a gen ts

, , ,

et c . et c
,
S tron gl y en dorse d by a dv m grs o f M arsh all
. . .

F iel d Co Lyon He al y an d m any o th e rs On e m an

.
, ,
.

inc r e as e d o rde rs f ro m l e tte rs mak in g qu ot ation s on ge ar s

fr om 2 5 p er cent to 36 p er cent w it in 60 days nea rl y
. h — .

50 p er cent m o re b u sine ss . A ddr e ss F l atiron B u il ding

.
,

New York or 3 New Ox ford S t Lon don

,
.
, .

T H REE

Em ph a s is in B u s in es s Writ in g
There is a ve ry imp ortan t t ech nic al p oint in c onnec
t io n w ith bu sine ss writin g as c on tra ste d with bu sine ss
tal kin g which eve ry p erso n in th e b u siness w o rl d ou ght
cl earl y t o u n de rstan d y et which al most n o on e doe s ,

u n de rst an d .

T h at is emph asis In tal king we emph asiz e a djective s

.
, ,
“ ” “
sayin g Thi s is V ERY good
,
I t is th e B ES T on th e ,

m arket etc , .

In bu siness writin g emphasis mu st s e rve a diff e rent

,

o bjec t Wh en y ou h ave bu ttonh ol e d a m an h e h as t o

.

l ist en t o wh at y ou h ave t o say bu t l ett ers c ir cul ars an d , , ,

a dve rtisements are al way s r e ad m o r e or l e ss h astil y if

r ea d at al l The IM POR T AN T FA C T S sh oul d th e re

.
1 86 HUMAN NA T UR E IN B U S IN ES S
f or e an d ou t so th at th ey wil l be cau ght by th e p erson
st

w h o onl y gl ances T hi s m ay l ea d to m ore ca re ful read

.

in g o f th e wh ol e do cu ment .

In an a dvertis ement the importan t facts are or sh oul d ,

be p u t in to h ea d l ine s in l a rge stron g typ e Eve ry

,
-

, ,
.

h e a d l ine ou gh t t o mak e an im p ort an t f ac t s tan d right

-

o u t o n th e p a ge n o t s o me mean in gl e ss ph r as e or cat ch
,

w ord for th e fact will be a pp reciat e d by itsel f even by

, ,

t h os e who give th e m o st c asu al gl ance an d th e me r e ,

w ord o r phra se wil l n ot be u n de rstoo d u nl ess th e wh ol e

is r ea d .

In a c ircul ar th e bl ack l ett e r h ea d l ines over the su c - -

c essiv e s ec tion s o r p a r a gr ap h s sh o u l d give a s e ries o f

f acts which t ak en by th emsel ve s w ill t el l th e wh ol e

, ,

s t ory an d e sp ec iall y th e imp ortant f ac ts th at ou ght t o

,

stan d ou t Th e h e a d l ine s rea d al one by a p e rson gl ane

.
-

in g o ver th em o u ght t o m ake c o mpl e t e sen s e even if

,

th e t ex t is n ot r e a d S o me time s fa cts in th e b o dy o f the

.

text are al so c o nven ien tl y pu t in b l ack l e tt e r o r capital s

.

s o th ey wil l s t an d ou t .

In l e tte r writin g h e a d l ine s may sometime s be u se d to

-

,
-

a dv ant age b u t th e r e ar e th r ee me th o ds su it e d to the

—
,

typ ewr ite r wh ich may be u s e d t o g e at a dvan ta ge u n

r

ders c orin g c ap it al l e tt e rs an d p l a c in g s ent ence s o r even

, ,

cl au se s an d ph rase s in sh ort p ara gr aph s by th em sel ves .

Neve r u n de rsco r e a me re w ord th at by itsel f wil l m ake

n o s en se ; neve r c ap ital iz e a w o r d o r ph ras e th at is me r el y

a l ink in th e a rgu ment ; never p u t into a s e par ate p ara

g p
r a h a s en t ence o r p a rt o f a s en t ence t h a t do e s n o t
s ta t e s o me s ol id f ac t D ispl ayin g wh at are th ou ght to
.

be cl ever phrases is the b ane o f inexp e rience d write rs .

Th e dan ger o f all kin ds o f emph asis is exce ss The .

w om an wh o u n de rsc or e s every o th e r word in h er l ette rs ,

th e a dve rtiser wh o pu ts h al f h is a dve rtisement in t o b l ack

typ e the l ette r writer wh o mak es eve ry senten ce a p a ra
,
-
 W ORD S TO MAK E P EOPLE DO T HIN GS 1 87

g p
r a h a n d throws in a few u nde rscor es an d c ap ital l et
t e rs bes ides c o mp l e tel y de fe ats h is o wn p u rp o se
, .

B u t by a c ar e fu l u se o f all th ree o f th e se mean s o f

emphasis th e strong f acts in the sal e s argu ment may be
,
-

m ade t o stan d ou t so cl earl y th at the sh ortest p ossibl e

l ength o f t ime will su ffi ce t o give a f air impre ssio n o f
wh at m ay be s a id T h en if th e rea der is in te rested th e
.

l on g p a ra graph s w il l be r e a d an d h is first in te re st wil l

,

be c arrie d to c ompl ete c onviction A l on g l ett er with .

th e s e devices c omb ine s th e e fficiency o f th e ve ry sh o rt

l e tt e r an d th e l on g l e tte rs in on e ; in oth e r words th ey ,

enabl e th e s kil ful write r to get a l on g l etter rea d as

su r el y as a sh o rt on e w oul d be .

S el do m m or e than tw o ph ra se s sh oul d be ca pital iz e d ,

n o t m o r e th an th r ee o r fou r u n de rs c o r e d ( it is e asie r t o

r e a d u n de rs c or e d ma tte r th an ca p ital s ) an d th ree or ,

fou r sh ort p a ra graphs are en ou gh

A n Ex ampl e of D ispl ay fo r Emphasis

New York Jun e 2 0 1 907
, , .

Dear S 1r
The high e st price d -
e ditorial writer in th e worl d
-

AR T HUR BRI SB AN E ,

h as j ust co me from an int erview with

MRS . EDD Y

at h er h om e . H e got the whol e s tory direct f

rom h er .

Look for it in the

AU GU S T COSM OP OLI T AN .

Thi nk o f Mrs Eddy s story t ol d by h e rsel f tran s

.
’
,

l at e d in th e w o rds o f Arthu r B risbane !

I t will be th e gre ate st m a gaz ine articl e th at h as ap
p e a r ed in y ea rs— r iv al in g th e da il y p a p e r in its im p or

t an ce an d tim el iness .
1 88 HUMAN NA T UR E IN BU S IN ES S
Th e Au gu st Cosm op olitan s first e dition will be ove r ’

H ow mu ch a p o ssibl e sec o n d e ditio n m ay be

w e c an o nl y c o njec tu r e .

We h ave been fav o re d with you r a dve rt isement for

o n e issu e I am go in g t o su gge st th at y ou pl ace a defi
.

nite six in se rtion o rde r an d I wil l c all th e in se rtion y ou

-

h ave h a d as p art o f th at o rde r so th at y ou wil l r ece ive th e

p er cen t dis c o u n t o n.th e b u s in ess y o u h ave a l r ea dy
p l a c e d .

“
Or why n ot you r b u sine ss on a t f b asis an d
p l a ce
y o u w il l be en t itl e d t o th e l o n g t ime d is c o u n t o f p
-
er

cent cre dite d eve ry six in sert ion s

. .

A re y ou w ith me f o r th e Au gu st issu e an d sh all I ,

exp ect y ou r o rde r throu gh Mr W D Mc Ju nk in forms — . . .

c l o s e Ju l y 3 d ? V e r y t ru l y y o u r s ,

Gridl ey A da ms .

Firs t L et t er t o Ge t In qu iries fo r $ 500 Mac h in e

S ent to S el ect List of W ood -
w orkin g Man u facturers
De ar S ir
We h ave been tol d th at y ou are u sin g an ol d styl e
ne j in e " e w k c f
p l a o t r o n gl u o r a t a n a -
tu al l oss o $ 2 00 t o

$ 700 a year f o r o n e m achine as c om p are d with th e

m o de rn c ontinu ou s fee d gl u e j o in te r n ow u se d by ne arl y
- -

EV ERY u p to dat e w oo d w o rkin g m an u factu r e r in

- -

Gr an d R ap ids f o r exam pl e an d o th e r f a ct o rie s all ove r

, ,

th e c o u n t ry .

We sh ou l d c on side r it a fav o r if on th e encl o se d p ostal

card y ou wou l d in form u s wh e th e r you r bu sine ss r e
qu ire s a gl u e j oin tin g m ach ine o f th is kin d an d wh e th er
-

o r n ot w e ar e m ista ken in su p p o sin g y ou h ave n o t y et

p u t in o n e o f th e m o d e r n m a c h ine s .

T h i s i s a m a c hi n e w h i c h s m o o t h s b o a rd s o n o n e s i de , a n d c u t s a
t o n gu e o n o n e ed g e a n d a g ro o v e o n t h e o t h er , s o t h a t n a r ro w p i e c es
c a n b e g l u e d t o g e t h e r t o ma k e t h e w i d e b o a rd s requ i red f o r t a b l e t o p s -

a n d o t h e r c a b i n e t w o rk .
 WORD S TO MAK E P EOPLE DO T HIN GS 1 89

I f y ou a r e in te r e st e d, we sh ou l d l ik e t o l ay so me f a cts
be for e y ou .

Be ggin g th e c ou rt e sy o f a r epl y t o ou r inqu irie s on

th e encl o se d p os tal c ar d wh eth er y ou a re int e r e st e d o r
,

n o t w e ar e
,
V e ry tru l y you r s ,

F all s Ma ch ine Comp any .

M an age r .

A n s w er t o In qu iries B ro u gh t b y th e P rec edin g L et t er

De ar S ir
We take pl easu re in sen din g y ou catal og de sc ribing
th e F al l s C on tinu ou s f ee d Gl u e J o in t e r
- -
.

Th e c on tin u o u s fee d gl u e j o inte r h as been on th e m ar

- -

k et f or ab ou t f ou r ye ars an d we we r e th e o rigin at o rs o f
,

it. I t h as been displ a c in g th e ol d mach ine s with a sto n

ish in g rap idity so th at w e h ave r ecentl y h a d t o m o ve
,

into a new f a cto ry t o en abl e u s t o kee p u p w ith ou r

o r de rs . Th e b igge st an d be st p e o pl e in th e w oo d w o rk -

in g tra de th rou gh ou t th e c ou n try a re p u tt in g it in .

He re is j ust wh at th e m achine wil l do fo r y ou : I f y ou

h ave th ree c omm o n j o in t e rs o n y ou r fl o or t o day on e -

m o de rn c ontinu ou s f ee d m a ch ine wil l do th e w ork o f al l

-

th ree savin g n o t o nl y th e w a ge s o f two o p e rat o rs b u t

, ,

p o we r s
, p a ce e t c,
be s id
. e s
,
an d g ivin g y
, o u a gr e a t e r

r an ge an d be tt e r w o rk .

T h at c ou l dn t me an l e ss than $2 5 a week t o you o r

’
,

—
in a yea r twice th e c ost o f th e m a ch ine .

I f y ou h ave n ow onl y on e m a chine on j o in tin g c osting ,

y o u ,
s ay $ 1
,
0 o r $ 1 2 a wee k t o Op e r a t e a n d su p ,

p o s in g it is ve r y sl o w w o r k th e s a me o p ,
e r a t o r w ill d o

th e w o rk in th r ee o r f ou r h ou rs o n th e c o nt inu ou s f ee d -

m a ch ine an d h ave th e r e st o f his time fo r oth er w ork

, .

Even if y ou c an op e rate th e mach ine b u t th ree or f ou r

h ou r s a day o n th e ave r a ge y ou sa ve at l e ast $5 a ,

week or en ou gh to p ay for the machine in 1 00 weeks

, .
1 90 HUMAN NA T UR E IN BU S IN ESS
T h en c onsider th at wh en y ou h ave a ru sh o f w ork as ,

all f a c t o rie s h a ve at t ime s qu it e a p art f r o m natu r al

g r o w t h o
,
f w h i c h y o u m u st t ake c a r e y o u w il l
,
be ab l e t o

h an dl e it .

Can y ou aff ord to wast e or thro w away say $ 500 a , , ,

ye a r wh ich you r c omp e titors save an d eith er a dd t o th eir

p r o fi t s o r u s e in c o m p e t it io n a g a in st y o u ?
Of c ou rs e y ou c an t I t is n ot a qu e stio n o f aff ordin g
’
.

t o b u y th e m a ch ine b u t aff o r din g t o get al on g w ith ou t it

,
.

A n d in b u yin g a c on t inu ou s f ee d j o in t e r in sist on -

h a vin g a drive gear su ch as th e F al l s m a ch ine h as

-
We .

kn ow th at a w orm gear h as given trou bl e a gain an d

-

a ga in an d it is obv io us th at th e m a ch ine with a w o rm

,

g e a r w il l be w o r n o u t in a ve r y s h o rt t ime We h a ve .

neve r h ad any trou bl e w ith ou r drive ge ar an d eve ry -

p a r t o f ou r m a c h i ne i s m a de in t h e ve r y be st w a y f o r

h ar d u se so th a t an in fe rio r mach ine even at h al f th e

,

p r i ce w o u l d be d e a r t o y o u .

Th e p rice o f th e F all s m a ch ine is $500 an d w e gl a dl y ,

s en d o n 30 days t rial at ou r o wn r isk f o r ca rriage b oth

’

ways A ll we ask is a ch ance t o p rove our cl aims in

.

you r own sh op May we ? .

You rs ve ry tru l y ,

L et t er t o Gen era l L is t to Get Inqu iries fo r $ 500

Ma c h in e

H OW TO EARN $500 A YEAR M ORE

Dear S ir
T h e re are ab ou t 2 00 wood work ers in this c ou ntry wh o -

c ou l d p rofit ve ry decide dl y by thro win g ou t th e ir ol d

styl e pl ane gl u e j o in t e rs as s c rap ir o n an d su b stitu tin g
- -

th e F al l s Co n tinu ou s f ee d Gl u e J oin t e r
- -
.

Al re a dy 100 it seems h ave been p u t out incl u din g

, , ,
 W ORD S TO MAK E P EOPLE DO T HIN GS 1 91

N EARLY EV ERY LAR GE C ON CERN IN TH E

C OUN T RY .

You a re on e o f th e 1 00 o th e rs wh o ar e LOS IN G
M ON EY wh en y ou T HINK y ou are ECON OMIZIN G
.

I sh ou l d l ike t o S H OW YOU j u st h ow MUC H YOU

AR E LOS IN G in l ab o r p o we r a n d sp a
,
c e —c h ie fl
,y l a b o r .

I am will in g t o wage r y ou are l osin g enou gh t o pay fo r

th e mach ine in a ye ar .

T HA T S WHY YOU CAN T M EET C OMP ET I

’ ’

T I ON IN DULL T IM ES .

B u t fil l ou t th e encl o se d c ar d an d I w ill sh o w y ou in
exact figu re s j u st wh at y ou are th rowing away .

You r s tru l y ,

FALLS MA CHIN E COM PANY .

Fo rm of R et u r n Ca rd En c l o s ed
-
w it h A b o v e

Mr W J
. . . K o ehn ,
F al l s Mach ine Co B irmin gh am .
, .

De ar S ir :
I sh ou l d l ik e to h ave y ou figu re ou t j u st what wou l d
be save d in my c ase by thr owin g ou t my pl ane j oint er -

an d p u tt in g in a F all s m a ch ine Al so give me c ost o f

.

you r mach ine .

We ru n p l a ne j o in t e r s w ith c r ew c o m p,
os e d o f
with total wage s o f
a wee k . P owe r c o sts u s a week
. S p ace is .

wo rth to u s

A ddr ess

A s s ign m en t XI X . P re pa rin g fo r a S a l es Ca m pa ign

-

We are n ow r e ady t o take u p th e stu dy o f a si ngl e

sal e s e ff o rt o n on e l ine .

F irst sh al l it be to sel l on e sin gl e articl e or

, ,
to g et

cu sto me rs for th e bu sine ss as a wh ol e ?

1 92 HUMAN NA T UR E IN BU S IN ES S
When that qu e stio n h as been dec ide d l et u s car e full y
,

c onsider th e diff e r ent kin ds o f p e opl e t o wh om app eal

m ay be m a de an d se ttl e on th e typ e m ost l ik el y to be
p r o fi ta b l e t o w o.rk
Th en l et u s c ol l ect ou r sal e s argu m ents an d pre sent th e
wh ol e in a W el l w ork e d ou t b o okl et c are fu ll y be arin g in
- -

m in d th e typ e o f p erso n we wish t o r e ach .

Th e str on ge st ar guments w e wil l c on den se into a singl e

sal e s l e tt e r o f ab o u t a p age
.

F in all y we will prep are a smal l a dve rtisement which

wil l be lik ely to get inqu iries
‘

.
 S A L ES MA N S H I P I N L ET T ERS A N D I N
A DV ERT I S I NG

FI V E S T EPS I N WRI T T EN S A LES MA N SH I P

T H ERE are two kin ds o f l ette rs those which are mere ,

mem o ran da an d th ose in which sal esman sh ip is invol ve d .

Mem oran du m l etters are n ot very imp ort ant I f th ey .

a r e c l ea r s impl e an d c omm on s en se th ey a re usu all y al l

'

, , ,

right T hey c onvey in formation to o th e r membe rs o f a

.

firm give orde rs c o rrect e rro rs an d in oth e r ways f ac il i

, , ,

ta te th e t ran sa ctio n o f b u sine ss Eve ry st en o graph e r

.

an d c l e rk ou gh t t o be ab l e t o w rit e as go od mem oran du m

l e tt e rs as th e h ea d o f th e h ou se .

To writ e l ette rs th at will m ak e p e opl e do what you

— —
w ant th e m t o do l e tt e rs th at wil l m ake p e opl e b u y is a
ve ry diffe rent affair Any office b oy wh o l e arn s to writ e
.
-

s al e sman sh ip l e tt e rs m ay h op e t o bec o me mana ge r o f th e

firm an d some day th e s ol e o wne r

,
Th e fu tu r e o f su ch
.

a p e rson is l imit e d onl y by th e l imita tions o f th e b usiness

its el f .

A t th e b ottom o f al l su cce ss in writin g a dve rt isemen ts

is the ab il ity t o writ e s al e sman sh ip on p ap e r— to u se
words so as t o mak e p e o pl e do thin gs B u t this is th e .

t h in g th at every b u sine ss mana ger an d eve ry cl e rk as , ,

sistan t an d o ffice b oy ou gh t t o try t o ma st e r for it is

,
-

th e k ey t o all bu sine ss su cce ss .

1 . Crea tin g de sir e I t is a great error t o su pp ose

.

th at many p e opl e want wh a t y ou h ave to oif er Most .

1 93
194 HUMAN NA T UR E IN BU S IN ESS
b u sine ss men me th at th e de sir e ex ists an d th ey
a ssu

have o nl y t o sa tis fy it Th e r e all y su cce ss ful a dve rtise rs

.

h ave p er ce ive d th at d e sir e mu st be c re at e d o r f anne d u p ,

.

2 . S h owin g h ow y ou r pl an w o rks Mo st p e opl e de .

p en d o n th e ir o w n c o mm o n s en s e I f t h e p l a.n s eem s r e a

so n ab l e th ey w il l tru st th e ir o wn j u dgmen t o f it
,
You .

mu st th ere f o re give th em a ch ance to j u dge .

3 P rovin g y ou r sta t ements

. Th e first qu e stio n a
.

p os s ib l e b u ye r as ks i s I s t h is y
,
ou r t h e o ry o f w h a t y ou r

s ch eme ou gh t t o do o r h as s o meb o dy a ctu all y f ou n d

,

y ou r th e ory to be sou n d y ou r sch eme su ccessfu l ?

,

4 M ak in g a m an feel l ike o r de rin g

. .

5 Makin g o r de r in g e asy sa fe an d qu ick

.
, ,
.

T h is L et t er Wa s N o t S u c c es s fu l
Dear S ir
We encl ose a e a dvertisement th at h as been app ear
p g
a

in g in S ys tem an d o th e r m a gaz ine s S ys tem be gan t o .

adve rtis e Mr S ma rt 8 b o ok s a t its own ex p en s e Au gus t

’
.

Cl an d t ook in five time s th e u su al val u e o f its sp a ce th e

,

first month We thou ght the l imit was re a ch e d b u t n ow

.
,

we get m o r e o r de rs day by day th a n eve r be fo re .

Marsh all F iel d Co an d m o st o f th e b ig a dvertising

.

a genc ie s an d m a il o r de r h ou s e s u se o u r c rit ic ism o f

- -

En gl ish se rvi ce an d r ec o mmen d ou r b o ok s an d t h ey tel l ,

“ ”
u s we give th em b ig v al u e f o r t h e m o ney Ce rt a inl y .

y ou w i l l m ake n o m is t a ke i n o r d e r in g th e b ook s w h en
y o u can get th em a t w h o l e s a l e p r i ce .

V e ry t ru l y you rs ,

S ch ool o f En gl ish .

T his L et t er, With Indo rs em en t s B ro u gh t , O rde rs

De ar S ir
M W S avage
. .
,
P re siden t Int e rn ation al S to ck F oo d C o .
,
“
empl oying fi fty s ten o gr a ph e r s h as said :
,
I f al l my
 LETT ER S AND AD V ER T I S IN G 1 95

e men cl e rks sten o graph e rs etc c ou l d l ea rn t o w rite

s al s , , ,
.
,

a c o r r ec t an d e ff ec t ive b u sine ss l e tt e r th ey w ou l d be ,

wo rth 2 5 p er c en t m o re t o me an d I sh oul d be wil l ing

.
'
,
”
t o p ay the f ul l v al u e f o r th e ir s e rv ice s F ive h u n dre d .

o th e r b u sine ss men in th is c ity an d el sewh e r e h ave said

th e same thin g .

S idn ey S m a rt s b o ok s will t e a ch y ou c orrect an d

’

”
e ff ective bu sine ss En gl ish T h ey are th e onl y b o oks
.

eve r wr itten which a ctu all y do th is eff ectivel y f o r grown

u p h o me stu den ts In six m onth s y ou can visibl y in
.

c re ase y ou r e arn in g p owe r me rel y by giv in g a l ittl e

t h ou gh t t o im p ro vin g y ou r dail y l e tte rs acc o rding t o th e
dir ection s given .

I f y ou o rde r at once y ou get th e a dvan t age o f the

s p ec ial in tr o du c to ry wh ol e sal e p rice o f $ 2 f or th e s et

o f f o u r cl o th b o u n d v o l u me s in a b ox
-
I T WI LL PAY .

YOU D on t pu t it o ff
.
’
.

V e ry tru l y y ou r s ,

S ch ool o f Engl ish .

N o t es

The fi rst o f th e se l e tt e rs is de fec tive

e speciall y in th at
it doe s n ot in an y w ay l e a d th e r e a de r t o f eel th at h e
nee ds somethin g o f this so rt an d th at this p articu l ar ,

th in g is p r ec isel y a dap te d t o h el pin g h im He wil l say .

,
“
Oh it m ay be a goo d th in g f o r s o me p e opl e ; b u t I don t
’
,

want to go b a ck t o s ch o ol at my a ge Or h e m ay say .
,
“
Th e r e are a gr e at m any b o o ks on En gl ish b u t I never
”
saw on e th at w o u l d h el p me Or a ga in I kn ow go o d
.
, ,

En gl ish is a good th in g ; b u t I h aven t time f o r anything

’

th at do e s n o t be ar directl y on my b u s ine ss .

B u t th e w o rst f e atu r e o f th e first l ett er is th at it is a

b o ast o f wh at h a d been done I t l o ok s l ike an a ttemp t to .

“ ”
th e cu st o me r an d h e do e sn t w an t t o be ru sh e d
’
ru sh ,
.

I t is r e al l y n o t e stim ony to th e v al u e o f th e b o oks onl y ,

1 96 HUMAN NA T UR E IN BU S IN ESS
to on e s s kill in gettin g p e o pl e t o bu y th em I bel ieve
’
.

th a t it is al w ays a mi st ake t o t al k ab ou t wh at y ou h ave

done o r ab ou t y ou r sel f in an y w ay excep t t o sh ow j ust
,

wh at y ou c an do fo r y ou r cu stome r A pl ain statement .

o f wh at y ou c an do f o r h im an d why y ou c an do m o r e
,

f or h im th a n an y o n e el se do e s n ot seem b o astin g Th e
,
.

cu stome r s o wn int e r est bl in ds h im He feel s th at h e

’
.

wou l d n ot h ave c onfi dence in y ou if y ou di d n ot sp eak

c onfi dentl y o f y ou rsel f T h e r e fo re in tal kin g t o h im o f
.
,

h is a ff a irs th e u tm ost c onfi dence is r equ ire d To o n e .

wh o is n o t in t e r e st e d thi s c onfi dence s eems t e rribl e ex

,

a gge r at io n ; th e re fo r e t o b o ast be f o r e th e r e a de r is r ea dy
,

f o r it by r e aso n o f h is in t e r e st is al w ay s fatal .

Th e s ec on d l e tt e r is st r on g bec au se it be gin s by p oint

in g ou t in th e m ost e ff ec tive p o ssibl e w ay th at stu dy o f
En gl ish WI LL P A Y Th e fi rs t p ar agr aph is an al m ost
.

c onvinc in g argu men t on th is p o int .

Th e s ec on d p a ra gr aph f o l l o ws w ith a cl e ar c o nfi dent , ,

firm s tat ement o f j u st wh at c an be do ne t o mee t th e de

sir e th a t h as been a r o u s e d .

Th e th ir d p ar a gra p h c on tain s an in du cement fo r im

me diate a ction an d p re sse s th e m atte r righ t h ome to a
,

sal e .

Two c ir cu l ars sh ou l d a cc o mp an y su ch a l e tt e r as th is
-
a sh ee t o f stro n g in do rsemen t s an d a c ir cu l ar desc rib
,

in g th e b o oks in de t a il giv in g ex a ct c onten ts s ize , etc

, ,
.

Th e fi rst l e tt e r fa il e d bec au se it m a de n o ap p e al t o th e
nee d or w an t o f th e cu stome r ; th e sec on d l ette r su c
c eede d bec au se it r e fe r r e d t o n oth in g el se .

P o o r S a l es m an s h ip

He re is a m an wh o h as a goo d c ar riage to sell He .

write s a l etter sayin g he h as th e ch e ap e st an d be st th in g

o n th e m arke t T h en h e f ol l o ws with a l ette r wh ich b e
.

“
g in s P a
,
r don u s fo r wr itin
gy ou a gain b u t w e h ave n ot ,
 LETT ER S AND AD V ER T I S IN G 1 97

receive d an answe r to ou r first l e tt e r In a th ir d l etter

.

“
h e be gin s by sayi n g We h o p e y ou wil l n ot th ink we are
,
”
u n r e as on abl y p e r s ist ent He re is h is fou rth l etter on
.
,

th e wh o l e th e be st o f th e l ot :

De ar S ir
We are sorry th at y ou did n o t r e sp on d to ou r l etter o f
1
We sh al l never give u p th e h o p e o f s ecu ring
2
you r o rder f o r on e o f ou r c arriage s u ntil we h e a r
th a t y ou h ave b ou gh t Ou r p r o p osit io n is t oo goo d f or
.

y o u t o t h r o w a s id e w ith o u t giv in g it ca r e fu l c o n s ide r

ation .

You w an t t o b u y a c arria ge—w e want t o s ell — n ow

why c an t we tw o get to ge th e r ?
’

We kn o w th at if y ou wil l o nl y t ake th e tr ou bl e t o c al l
w e c an sh o w an d p ro ve t o y ou th at we c an save y ou
m oney on y ou r p u rch ase .

We say th is becau se we h ave faith in ou r ab il ity t o do

th e same f o r y ou th at we h ave do ne f o r m any o th e rs .

We b ase th is statement on ou r m any p ast su cce sses an d ,

on o u r me th o ds — a n d o n o u r c a rr iage s th at h ave st oo d
,

3
eve ry te st to wh ich th ey h ave been su bj ec te d We .

4
a r e p e rsisten t in o u r e ff o rts t o sec u r e y o u r p atr o na ge ,

bu t we c an n o t t el l y o u in a l e tt e r h ow e arne st we ar e in
th is m att e r an d w e w an t t o u r ge y ou st ro n gl y t o give
,

th is an d th e o th e r l e tt e rs th at w e h ave w r itten y ou
th ou gh t fu l c o n sider atio n .

H op in g t o h ave a visit fro m y ou soo n we are ,

Resp ect fu ll y ,

1 . This p h r ase is t h e b igge st kin d o f bu sine ss kill er -

.

I t pu ts th e m an w h o ge t s t h e l e t t e r in t o an an t a go ni st i c
p o s it i o n a t o nce .

2 . Th e p r ece din g l an gu a ge is stu p idl y b o rin g .

3 . T h is p ara graph is e arne st an d c o nvincin g .

“ ”
4 . He re we get p e rsist en t fo r th e th ird time . Th e
1 98 HUMAN NA T UR E IN BU S IN ESS
w o rds th at f ol l ow w ou l d be goo d if th is first cl ause h ad
been omi tte d .

A Go o d L e t t er

Th e fol l o win g is e bu siness l etter th at is excel l ent

a r al

in ne arl y eve ry p articu l ar an d w e ar e n ot su rp rize d t o ,

h e ar th at it b rin gs a gr eat de al o f bu sine ss I t is th e .

th ir d l e tte r in th e s e rie s I sh ou l d h oweve r o mit th e

.
, ,
“ ”
wo rds we a re writin g y ou a th ir d time as a r el ic o f
“ ”
th e p e r s is t en t h a b it I sh o u l d
. o m it th e fi r s t s en t ence
“
al t o ge th e r A t th e en d th e w o r ds
.
,
We are go in g to ,
” “
k ee p on writin g to you u ntil y ou r e al ize it is p e rsis ,
”
t ence o f th e r igh t s o r t I t sou n ds as if th e w riter
.

wer e p e rsisten t f o r th e m an s own goo d n ot for th e s ol e ’

,

p p
u r o s e o f ma k in g a s al e He r e is th e l
. e t t e r

Gen tl emen
In re sp onse to th e requ e st o f ou r Mr Wil tse we wrote .

y o u o n S e p t embe r 2 4 w ith r e f e r ence t o ou r d u s tl e s s

b ru sh e s an d we are w ritin g y ou a third time Yo u

,
.

kn ow wh at a nu isance it is t o h ave du st flyin g ab ou t an d

s e ttl in g o n y o u r de sk s p ap e rs a n d fu rn ish in gs
,
I t is a ,
.

fil thy disa gr ee abl e ge rm l a den n u isance

, ,
-
.

You th ink you c an t get rid o f it b u t y ou c an

’
P er ,
.

h a p s y ou th ink th e r e is s ome m a gic ab ou t o u r b ru sh if

it w il l do all we cl a im f o r it b u t th e re isn t Ju st l o ok ’
.
,

at t h e c on st ru c tio n o f t h e b ru sh ; a sp ec ial l y p r e p a re d

r o w o f o il be arin g fibe rs c o me s in c on t a c t w ith th e du st

-

as y o u sweep an d a b sol u t el y p r even ts it fr o m r isin g .

D o e sn t th at s ou n d r e a so n abl e ?
’

Now l ist en ! We don t a sk y ou t o t ake ou r st ate

’
,

ments as gosp el tru th You c an h ave a b ru sh fo r th ir ty

.

days f or fr ee t rial I f y ou do n t l ike it s en d it b a ck

’
,
.
,

an d it w o n t c ost y ou a p enny We h ave s ome th in g h er e

’
.

th at y ou nee d an d w e kn ow it ,
We are goin g t o keep .

on writin g to y ou u n til y ou r eal iz e it ; b u t h a dn t y ou

’
,
 LETT ER S AND AD V ER T I S IN G 199

bette r j u st dr op u s a l ine an d requ est u s to sen d y ou a

b ru sh on app ro val by next p ar cel p ost ? -

You rs tru l y ,

DU S T LES S BRU S H C OMPANY .

Notice th at in this l ett e r w e h ave th e five e ssential s ;

f ann in g u p de sire sh owin g h o w off e r o f p roo f ( f ree
, ,

t rial ) , th e styl e th at stimu l at e s an d ea sy way to orde r

,
.

TWO

C REAT I N G DES I RE

Th e ve rage bu siness m an assu me s th at desire for a

a

certain th ing al re ady exists in th e cu st ome r I f th e re .

is n o de sire th e re is n o p o ssib il ity o f doin g bu sine ss h e

, ,

s ays. I f h e m ay s a fel y a ssu me th at th e de sir e do e s ex ist ,

all th a t is nece ssary is t o p e rsu a de th e c u st o me r th at y ou

h ave a go o d th in g .

Th e f a c t is al l l arge su cce ss in a dve rtisin g an d l ette r

,

writin g dep en ds on fann in g u p de sire S ome de sire do e s .

exist b u t in the ave rage m an it is feebl e Th e m an do e s

,
.

n ot kn ow h o w m u ch h e nee ds a $ 1 5 f e l t m a t tre ss a b o ttl e ,

o f rh e u m atism c u r e a p a ir o f h an d emb ro ide r e d sl ip p e r s

-

,
-

a b o ok on bu sine ss l e tte r writin g You mu st first o f al l

-
.

m ake h im u n de rst an d why h e nee ds su ch a th in g as this ,

an d nee ds it b adl y .

Th e fi rst s t ep in c re atin g de sir e is t o p u t you rs el f in

th e oth e r m an s sh o e s Lo ok at l if e f ro m h is p oint o f
’
.

“ “ “ ”
view Be gin by saying y ou
. n ot I ,
I wh o
“
write am o f n o e arthl y a cc ou nt t o y ou th e m an w h o ,

r e a ds ; b u t if I can sh ow y ou wh at y ou r tr ou bl e s ar e ,

h ow so meb o dy cl eve r en ou gh m ay reme dy th em an d ,

t h en step in an d s ay I w il l be th e fr ien d t o h el p y ou
“ ”
o u t o f y ou r t r ou b l e th en I bec ome very imp ortan t t o
,
“ “ ”
y o u . B u t it i s e ssen tia l t o sta rt w it h y ou i f I
am t o en d with
2 00 H UMAN NA T UR E IN B U S IN ES S
T h e re for e in l e tte rs t o sel l goods all f orm al phras e s
, ,

all ap ol o gie s o f wh at eve r k in d al l r em o t e st atemen ts , ,

j okes o r catch p h ra se s are wr on g T h ey kil l bus ines s

,
-
. .

T h ey a re a fence be tween th e bu ye r an d th e sell e r .

Th er e is b u t on e sane sal esm an l ik e w ay t o be gin a ,

s el l in g l e tt e r an d th at is with th e c u st o me r an d hi s
,

nee ds h is trou bl e s h is fi ght for l ife an d su ccess S h ow

, ,
.

h im th at y ou u n de rstan d h im th at y ou h ave been in h is ,

sh o e s th at y o u kn o w al l ab ou t wh at h e h as t o c on t en d
,

w ith th at y ou are th inkin g m or e o f h is p robl ems th an

,

o f y o u r o wn an d imme diatel y h is h ea rt w il l o p en t o wa r d
,

y o u ,
h e w i ll me l t a n d l o o k ex p ec t an t l y t o t h is f r ien d wh o

u n de rst an ds h im so mu c h be tte r th an h e u n de rst an ds

h ims el f .

Po o r Ways t o B egin a S al es L et t er

When we rec ogn iz e that th e first th in g in a sol icitin g

l e tte r is to c r e at e de sire we can ea sil y see h ow mu ch ,

bu sine ss may be k ill e d by th e foll owin g c o nvention al

Op en in gs al l o f wh ic h are in w ide u se an d all o f whi ch
, ,

a re b ad

Gen tl emen
We n otice y ou r name mentione d in s ome o f th e recent
tra de p ap e rs an d f ro m the in f o rm at io n th us o b t aine d we
-

in f e r th at y ou are in th e marke t f o r a st e am r o ad r ol l e r -
.

I f this is th e c as e we sh al l be ve ry gl a d in dee d t o h e ar
, , ,

f rom y ou in orde r th at we m ay su bmit a p rop osal on o u r

,

go o ds ,
et c .

Gen tl emen
I f y ou ar e in th e
mark et for a ro ad roll e r will y ou -

n o t wr it e us f or p rice s a n d de s c rip tive p rin tin g ? We st

ern S teel R o a d R ol l e r s a re s o f a v o ra bl y kn o wn t o t h e
-

t ra de th a t y ou c an h ar dl y a ff o r d t o ove rl o ok th em wh en
y ou p u r ch ase Etc . .
 LETT ER S AND AD V ER T I S IN G 2 01

Gen tl emen
Wh en we recentl y wr ote y ou we said Weste rn S teel ,

R o a d R oll e rs are th e be st rol l e rs m ade an d th at we give

-

ou r c u st o me rs th e be st an d p r o mp te st s e rvice Etc . .

Gen tl emen
We a re a l ittl e disapp o int e d
ver th e fa ct th at we h ave
o

n ot h e ar d f r o m y ou ab ou t r o a d r oll e rs We tr ie d to
-
.

sh ow y ou w hy y o u ou gh t t o u s e We st e r n S teel R o a d

R oll ers an d h o p e d y ou wou l d be in te reste d

, .

Gen tl emen
We kn o w we can n ot sel l al l th e h ardware th at
th at
is s ol d b u t we h ave been h 0 p in g that o u r Mr S mith
, .

woul d su ccee d in getting y ou r n ame on ou r b o oks We .

kn ow th at if o nce y ou start with u s y ou w ill l ike ou r

ways .

Ob serve th at all th e se l e tte r s be gin with we n ot ,

“
with y ou I t is w o rth th ou san ds to an y m an t o es
.

”
t ab l ish th e y o u h a b it .

T h e Righ t Wa y to B e gin S a l e s L e t t e rs
Dear S ir :
H ow m any c ir cu l ar l ette rs did y ou th r o w into th e
waste p ap er b asket th is m o rn in g ?
-

Have y ou eve r c on side re d th at p e rhap s so me o f you r

own l e tt e rs a r e c a st aside in th e sa me w ay th at th ey
,

s ome time s f ail t o w in th e att en tion an d in t e r e st o f th e

men t o wh o m y ou sen d th em ?
”
( T h is is c al l e d th e q u e s t io n me th o d o f O p en i n g a

sol ic itin g l e tt e r I t is on e o f th e be st )
. .

De ar S ir
Al l day l on g from th e m orn in g s wh istl e t o th e eve
’
,

n in g s sh u t down y ou ar e fi gu rin g o n w ays t o sel l m o r e

’
,

g oo ds .Y ou w ill in g l y s p en d h u n dr e d s o f d o l l a r s t o p er

fec t a sin gl e idea th at wil l get m o r e bus ine ss .

2 02 HUMAN NA T UR E IN B U S IN ES S
An d we o ffe r y ou a m ost remark abl e opportu ni ty
n ow

t o inc r e a s e sal e s ; an o p p o rtu nity t o secu re in w o rked ,

ou t c h art e d f o r m o ve r 1 00 c om p l e t e s el l in g c a mp aign s -

, ,

— bu sine ss ge ttin g s ch eme s an d ide as th at h ave bu il t u p

-

s o me o f th e l a r ge st c o nce rn s in Ame ric a A n d y et we

.

do n ot even ask y ou t o risk a sin gl e p enny t o s ecu re

th em . Etc .

De ar S ir :
—
Th e gro ce r h as a h ar d l ife o f it grin din g diggin g ,

away f o r p enn i e s day by day I f y ou c oul d a dd $ 500

.

t o y ou r p ro fits th is ye ar h ow ve ry pl e a san t it w ou l d be !
,

You c ou l d t ake a l arge r sh o p ; y ou c ou l d bu il d an ext en

sio n o n y o u r h o u s e ; y o u c o u l d b u y s o me m u ch nee de d -

fu rn itu re ; y ou c ou l d p r e s en t y ou r wife with s ome fu rs ,

o r b o ok s o r th e h air m att r e ss an d b r ass b ed sh e h as

,

been wan tin g so l o n g !

My de ar Mr B l ank I am will in g to gu ar antee t o a dd
.
,

.
- —
3 p er cent t o y o u r p r o fit m a rgin th is ye ar th at is I w il l ,

s ave y ou a cl e a r 3 p er cen t if y ou w il l o r de r y ou r
.

g ro ce r ie s by m a il f r o m me in s t ea d o f gi v in g th e o r de r t o

th e sal e sm an w h o c al l s u p o n y ou I f you r bu sine ss

.

am ou nts to th is sa v in g w il l be $ 300 ; if it is o nl y
it w il l be $ 1 50 an d su rel y $ 1 50 is wel l w o rth
,

h avin g Etc. .

T H REE

S H OW H OW YOUR PLA N WO RK S
Eve ry m an v al u e s h is j u dgmen t Th e ea sie st
o wn .

way t o fla tte r h im is t o a pp e al t o th at j u dgment .

You fi rst c r e ate de sir e Yo u make a m an f eel h is .

nee ds Wh en h e feel s th em in t en sel y en ou gh th e rea

.
,

s on ab l e th in g t o d o is t o sh o w h o w h e m ay get ou t o f

h is t r ou bl e P o in t ou t j u st th e st e p s on e a fte r th e oth e r
A m an bu ys rivets o f wh ich th e h e a ds c om
. .

e off H is .

m a ch ine ry fall s ap art He do e sn t r e al iz e h ow mu ch he

.
’
 LETT ER S AND AD V ER T I S IN G 2 03

is l osin g by u si ng th e se p o or ri
vets ,
bu t wh en y ou h ave
made h im f eel h e is goin g b ankru p t u nl e ss h e ge ts so me
be tte r rive ts y ou be gin t o t el l h im why rivets l ose th eir
,

h e a ds Th ey are n et m ade o f iro n o r steel p r o p e rl y c ar

.

b on iz ed I f h e c ou l d get rive ts m a de in th is an d th is
.

w ay th ey w ou l dn t l ose th e ir h e a ds an d y ou r c u sto me r
’
, ,

wo ul dn t be l osin g so m any dol l ars by r e aso n o f re p airs

’
,

so many doll a rs by r e aso n o f n ot s a tisfyin g h is cu s

t om ers s o m any doll ars by r e aso n o f ex tr a h an dl in g o f

,

g oo d s A. l l th is g r ea t l o ss c o me s f r o m t h e s im p l e f a c t
th at th e iro n w as n o t p r o p e rl y c arb o nize d I t c o st s a .

f ew shill in gs a t on m o r e t o c arb on ize th e ir on p r op erl y ,

b u t wh at is th at c om p ar e d with th e f ort u ne th e man is

th r o w in g a way eve ry day !
You th ink th is all ou t fo r th is m an b u t y ou pu t it in ,

s u ch a s im p l e w ay th at h e th ink s h e h a s th ou gh t it all

ou t f o r h ims e l f He h as m ade u p his m in d t o get p rop

.

e rl y c arb on iz e d rive ts h ence forth o r die in th e attempt .

“
H o w ea sy th en f o r y ou t o say I h ave th e m right,

h e r e at you r disp o sal .

B u t some b u sine ss m an w il l say My bu sine ss is to o ,

int ric at e I can t expl ain it to eve ry To m D ick an d

.
’
, ,
”
Harry .

My de ar sir th e e ssence o f su ccess in sal e sm ansh ip on

,

p p
a e r is t h e ab il ity t o s im p l i fy y o u r c o m p l ic a t e d b u si
ne ss into a sent ence P e rh ap s y ou k now t o o mu ch ab ou t .

y ou r bu sine ss to do it T h en get so me cl ever writin g .

,

an al yz in g m an wh o do e sn t kn ow t o o mu ch t o do it f or
,
’
,

y o u . T h is is t h e p o in t a t w h i ch th e o u t sid e r is o f r e a l
val u e .

Sh o w in g H o w U sefu l in S el l in g Min in g -
St o c k
“
T h e re is on e cl ass o f l ette rs in wh ich sh o win g h ow
is th e ma in th in g an d th at is th e l e tt e r f o r th e s al e o f
min in g stock etc Every man f eel s th at h is j u dgmen t
-

,
.
2 04 HUMAN NA T UR E IN BU S IN ES S
next in
m atte r o f th is kin d
’
is as go o d a s th e on e s a .

S u ch inve st men ts a r e al w ays sp ecu l a tive T h e re can be . .

“ ” “ ”
n o su ch th in g a s p ro o f bec a u s e a,
f t e r th e p r o o f
th e r e is n o st o ck t o sel l B u t th e b r oke r c an set f o rth
.

th e f a c ts in th e c a s e in de ta il s o th at an y m an m ay f o rm
“ ”
his o wn j u dgment I f th e . in dic at io ns l oo k goo d t o
th e m an w h o r ece ive s th e l ette r an d h e is an inve stor , ,

h e w il l s en d h is m o ney T h e re is n o p r o mise fo r th e re
.
,

c an be n one Eve ry m an a c ts o n h is own j u dgment fo r

.

bett e r o r w o rs e Th e gr eat th in g th e re f o re is t o give

.
, ,

h im th e be st p ossibl e ch ance to j u dge .

I f th e f oll ow in g l e tt e r we re t o be s ent ou t pr o m iscu o u s

1y it sh ou l d be gin by p a in t in g in gl o win g c ol ors th e f or
,

tu ne s th at h ave been m a de a n d c an be m a de in m in ing

s t o c k sp ec u l a t ion Wh en th e de sire o f th e cu stome r is
.

f anne d u p t o th e p r o p er p o in t th e l e tt e r sh ou l d st at e th e
,

fa c ts in th e c ase T h is is a fol l ow u p for th e first an

.
-

n ou n c em en t b u t th e fi rst p r e sen ta t ion sh ou l d be mu ch

,

th e same exce p t th at in an a cc o mp any in g c ir cu l a r fu ll

de t a il s sh ou l d be given .

In th e next to th e l ast p ar agraph th e w ords We do ,

”
n o t wi sh t o ru sh y o u in t o an inve stmen t s eem t o me

il l a dvise d an d c al cu l at e d t o rou se su sp ic io n j u st wh en
-

, ,

p r o b ab l y th e
,
r e a de r i s a l l r e a d y t o s en d h is m o ney T h e .

“
m oment h e be gin s t o ask H ave I al m ost been ru sh e d
,
”
into an inve stment ? h e is in a b a d w ay A m or e ta c t .

“
ful w ay o f p u ttin g it w ou l d be t o say s im pl y In an y ,

c ase we give y ou 30 days to inve stigate so th at y ou h ave ,

fu ll o pp o rtu n ity t o ve r ify all ou r st atemen ts w ith ou t

l osin g a go o d ch ance by del ay .

De ar S ir :
A f ew days a go th rou gh th e me diu m o f ou r Market
,

Review w e c al l e d you r att entio n t o th e st o ck o ff erin g o f

,

th e La gun a Gol dfiel d M in in g C om p a ny r ec o mmen din g it

-

a s an ex tra h igh c l ass inve stmen t -

Th e o pinio n th at we.
 LETT ER S AND AD V ER T I S IN G 2 05

th en ex p rest c once rn ing it h as been ampl y su b stantiat e d

by th e strike m ade l ast week on th e Red To p a dj o inin g ,

t h e Lagu n a o n th e we st f oll owe d tw o days l at e r by a

,

s en sat io n al st rike o n th e S il ve r P ick .

I t h as been defin it el y k n own th at th e m ain ve in system -

o f th e Ju mb o V el ve t an d S t
, ,
Ive s an d th e cross ve in
.
,
-

syst em o f th e S il ve r P ick an d M o h awk cen t e r e d in th e

p p
r o e rt y o f t h e L a g u n a C o m p any a n d ,
it w a s th e O p i n i o n
o f ou r Mr P a trick an d s eve r al o th e r p r o minen t en ginee rs
.

th at th e Red To p ve in al so en te re d th is p r o p e rty Th e .

c orrectne ss o f th is th e o ry h as been dem o n strate d by th e

new strike o n th e Re d To p o f a l arge b o dy o f ore f ou r ,

f ee t o f wh ich a ve ra ge d p e r t o n — t h e l e d g e d ipp g in
‘ ”
al m o st du e e a st s tr a igh t t o w ar d th e
,
Miss J e ssie cl aim
o f th e La gu n a Comp any Th e u nc ove rin g o f this
.

s p l en did o r e b o dy p l a ce s th e Re d To p h e a d an d sh o ul
-

der s in fron t o f th e b igge st m ine s in th e distric t an d ,

th e st o ck is t o day w o rth intrins ic al l y $ 1 p er sh are o r

-

m or e Eigh t m onth s ago it w as difficu l t t o p l ace at

.

1 5 cents . T hu s on e m or e p rosp ect h as bec ome a m ine

an d o n e o f th e gr e at e st m ine s in th e c ou n try .

With su ch excel l ent neigh b ors an d c on side rin g the ,

g ene r a l di r ec t io n o f t h e ve in sy st em
-
a s a b o ve o u t l ine d ,

do y ou wo n de r th at we a re en thu siastic o ve r th e p ro s
p ee t s o f th e L a g u n a C o m p a ny ? T o o u r m i n d it h a s ,

th e m ak in g o f o n e o f th e m ost sensatio n al p ro p e rtie s in

th is r ich distric t an d we ar e c onfi dent th at a r e aso n abl e
,

a m o u n t o f devel op men t w o rk will discl o se a m ine o f th e

first ma gnitu de .

Al th o recent devel op ments warrant it th e p rice wil l ,

n o t be r a is e d an d ou r c l ien t s w il l s ecu r e th e benefit .

Th e st o ck is 1 5 cents a sh ar e We do n ot wish t o ru sh
.

y o u i n t o a n inve s t men t i n th is c o m p a ny B u t we d
. o s a y
t o y ou — inve stigat e it th orou ghl y We are c onfi dent
.

y o u w ill th en j o in u s I f
.
y ou w il l sen d u s y o u r r e s e r
2 06 H UMAN N AT UR E IN BU S IN ES S
vation acc omp an ie d
by a r emittance o f 3 3 1 3 p er cen t -

y o u m ay h a ve th ir ty d ay s in wh ich t o inve stigat e I f .

y o u fin d we h a ve m a d e a s in g l e m is s t a t emen t o f f a c t c o n

ce rn in g th is p ro p ert y we wil l p romp tl y r e fu n d you r ,

m oney t o ge th e r with 1 p er cent int e re st th e re on p er

,
.

m onth I f de sire d y ou m ay p ay f or th e st o ck in regu l ar

.
,

m o nthl y in stal ments o f 5c a sh are . .

Ou r gu aran ty go es with th is o fler We a dvise y ou to

'

a c t qu ickl y if at al l ,
An imme diat e inve stment o f .

a good sum is wa rrant e d by th e m ost c onse rvative .

You rs ve ry trul y ,

FOUR

P RO V I N G YO UR S TA T EM EN T S

First create de sire th en sh o w h ow you r pl an works,

so th at y o u w ill get th e in do rs ement o f a m an s j u dg

’

ment an d th en ?
,

He will say Yes th at is al l ve ry well T h at is ex

, ,
.

cel l en t th e ory B u t h ow do e s it w o rk ?
. H as any on e
el se fou n d it to w ork ou t in h is c ase a s y ou say it sh ou l d ?
We all kn ow th at m any th ings ou ght to work th at way
wh ich don t
’
.

Now wh at is p roof ?
I t is n ot l au da to ry t e stim on ial s .

Prais e is a qu e stion a p a rt Th e th in g is H as any on e .

,

el se situ ate d as I am fou n d it to wo rk ? The p ro o f is

, ,

in a sta tement f ro m so me o n e kn o wn t o th e rea der th at

h e h a s trie d th is th in g y ou o ff e r a n d h as f ou n d th at it
w o rks I f h e t el l s j u st h ow it h as h el p e d him so mu ch
.
,

th e be tt er Th e re is n o p raise ab ou t it I wan te d so
. .

an d s o I trie d this I t did so an d so for me T h ese

. . .

a r e f acts sim pl e natu r al sp on t ane ou s fac ts

, ,
T hey are ,
.

p r oo f .

T h e re is no better pr o o f th an a c ol l ection of c opies

 LETT ER S AND AD V ER T I S IN G 2 07

of checks Re al m oney h as been p aid for my go o ds

.

a gain an d a gain H ow c an y ou get a r ou n d that ?

.

Nex t in val u e t o ch ecks a re fa csimil es o f orders .

F a csim il e rep r o du ction s o f h e arty l ett e rs are next be st .

B u t do n t h ave t oo m any Oft en m or e im pr e ssion is

’
.

m a de w ith onl y on e o r tvvo or th ree wh ich give an im

'

p r ess io n t h a t t h o u sa n ds m igh t be s h o wn i f y ou o nl y
woul d .

On e attracts attention th e sec on d c onfirm s th e fi rst

, ,

wh il e th e third be gin s to be tire some su ggesting th ou ,

san ds m o r e l ike it .

Get t h e Cu s t o m e r
’
s P o int of View

The M OS T IMP OR TAN T T HIN G in l etter writin g -

“
an d adve r tis in g is pr ob ab l y e in h c me ’
g t t g t e us t o r s
”
p o in t O f v i ew .

F irst th is c on sists in h avin g somethin g to which the

,

cu stome r wil l re sp on d I f p e opl e do n t w ant P e rsian

.
’

ru gs it w il l be ex tr emel y diffic u l t t o b u il d u p an y b u si
,

ne ss in th e sal e o f th em .

I f so me p e op l e wa nt th em an d some don t y ou mu st
’
,

g e t a l is t o f n a me s t o w r it e t o w h ic h c o n t a in s a l a rg e
en ou gh p e r cen tage o f th o se wh o do w ant th em to m ak e
c ircu l arizin g p ay Any o th e r l ist is o f n o acc ou nt
. .

Likewise in a dve rt isin g a p e rio dic al mu st be fou n d th at

,

h as a l ar ge en ou gh p r o p o rtion o f r ea de rs wh o wan t th e
art icl e .

Th e se th in gs can be f ou n d ou t onl y by exp e riment .

.

B u t a ft e r it is p r o ve d th at p e o pl e do w an t a ce rta in
ar ticl e th at is off er e d su cce ss dep en ds on t al king t o
,

th em f ro m th e ir own p oin t o f view Ex a ctl y why do

.

th ey want th e th in g ? S u cce ss de p en ds on fin din g ou t

j u st why th ey want th e articl e so th at th at re ason m ay ,

be enl arge d u pon I f y ou don t fin d ou t j u st WHY th ey

.
’

wan t it ,
y o u r a dve r t is in g m a y f a il a l t o g e th e r .
2 08 HUMAN NA T UR E IN BU S IN ES S
In on e case I h ad a s et o f p ractical b o oks on English
,

t o sell I trie d to a dve rt ise th em fro m th e point o f view

.

o f l it e ra ry a n d s o c ial c ul tu r e b u t my l e tt e rs an d a dv er
,

t isin g we r e wh ol l y u n su cce ss f ul No o n e wan te d th e

.

b ooks h oweve r go o d th ey m igh t be f or th e sake o f so cial

, ,

an d l it e rary c u l tu r e .

I th en a dvertise d th em as u se fu l because th ey woul d

h el p a bu sine ss man to p r o du ce m or e e ff ective l e tte rs .

The ve ry p e opl e to wh o m th e first app eal mean t n oth in g ,

r e sp o n de d in stan tl y t o th is a pp eal Th e p oin t of view .

m a de al l th e diff e r ence in th e w o rl d .

Many p e opl e h ave a su pe rior articl e to a dve rtise for

wh ich th ey ch arge m or e th an so me on e el se ch arges f or
—
an in ferior articl e h a rness l et u s say Th e a dve rt ise r
,
.

“ ”
s ays ,
I h ave the be st h arne ss th at can be ma de an d ,

h e w on de rs why p e opl e don t bel ieve him an d don t b uy

’ ’

h is h arne ss .

The fa c t is thos e who bu y h a rn e ss see be for e th em

,

two k in ds B oth l ook ab ou t th e sa me b u t on e c osts

.
,

l e ss
. Of c ou rs e the na tu ral ten dency is to b u y th e
,

ch e ap e r h arness .

Now th e o nl y a rgu ment th at will h ave any we ight

with that man is some s o rt o f p ro of th at th e extra c ost is
—
even m ore th an well sp ent th at th e h igh e r p rice d h ar -

ness i s r e al l y th e ch e ap e r in th e l ong ru n The a dv er .

t ise r mus t face th e fac ts an d tal k it o u t with the man

o n p ap e r j u s t a s if h e h a d sp ok en u p an d sa id h e didn t
’
,

s e e why h e sh o u l d p ay m or e f o r a h arne ss th a t didn t

’

'

l o ok any bette r A n d me re statement th at th e h arness

.

’
w as be tte r w ou l dn t c o nv ince h im T h e re must be p roo f
. .

Th is m ay fir st be an app e al to h is r e as on by sh owin g
j ust h ow th e h arne ss is m a de an d th en givin g a gu ar ,

an ty th at it wil l we ar so an d so l on g an d fin al l y t e sti ,

m onial s that s omeb o dy h as h ad on e o f th es e h arne sses an d

it h as w orn so an d so l on g .
 LETT ER S AND AD V ER T I S IN G 2 09

In s ell in g a h at a sal esman m ay Often sel l a $3 h at

,

by statin g o r givin g s ome p ro of th at th e $3 h at will

, ,

we ar three ye ars wh e re as th e $ 2 h at w il l l o o k l ike a rag

,

in side o f a ye ar Th at m ake s a m an s h e ad c ove r c ost ’

-
.

h im $ 1 a ye a r if h e bu ys a $3 h at an d $2 a year if h e ,

bu ys a $2 hat .

A gain a tail or may have a p articu l arl y wel l ma de su it

,
-

o f cl o th e s f o r wh ich h e w an ts a ce rtain p rice P e rh ap s .

h e will say it w ill wea r so mu ch l on ge r th an a ch e a p e r

su it . B u t th e bu yer care s n oth ing f or that since h e ,

do e sn t c are t o we ar o n e su it m or e th an so l ong any

’
,

way . B u t th is su it may al so be s p ec ial l y styl ish an d if ,

th e cu st o me r is tol d t h e su it is th e h e igh t Of f ash ion h e ,

may b u y it on th at acc ou n t p ayin g for fash ion wh en he ,

wou l dn t f o r qu al ity I t do esn t mu ch matte r wh e th e r

’
.
’

th e r e aso n th at a c tu at e s th e p u rch as er is a goo d on e or

n o t it is b u sine ss to fin d wh at r ea s o n a pp e al s t o h im
,

m ost an d give h im th at r ea son as stron g as y ou can

,
.

Th e cu sto me r s p o in t o f v iew can be a sce rta ine d o nl y

’

by exp e riment A n d th e best w ay is t o get ou t an d tal k

.

t o th e c u st ome r p e rson al l y Mail s ol icitatio n is bl in d . .

You neve r kn o w why th e m an do e s n ot r e sp on d fo r h e ,

wil l rarel y t ell y ou Th at is why y ou mu st go ou t an d

.

disc ove r f o r y ou rsel f You mu st th or ou ghl y u n de rstan d

.

th e cu sto me r s p o in t o f view an d t act fu lly a dapt y ou r

’
,

s el f to it if y ou h op e to s u ccee d .

H ow to H an dl e T e s t im o n ial s

I t is methin g o f an art to get th e right te stim onial s

so ,

an d qu it e a s mu ch o f an art to kn ow wh at t o do w ith

th em wh en y ou h ave th em .

Th e fi rst th in g to c on side r is wh at c on stitu te s a go od

t estim onial .

Th e answe r is Any h earty enthu sia stic ap p reciation

, ,

o f wh at y ou h ave o r h ave done f o r s o me actu al p e rson .

2 10 HUMAN NA T UR E IN BU S IN ES S
Wh at y ou h ave do ne f o r m an it is p r ob abl e y ou can
on e

do f o r m any m ore ,
an d th at ac tu al ex p e rience is a

be tte r k ey th a n an y gu e ss y ou you rsel f m ay m ake .

My me th o d o f c oll ectin g t e stim onial s is th is : I l isten

f or th e fi rst w o r d o f a p p r ec ia tio n th at c o me s t o me by
sp eech in a l e tt e r
,
o r a t s ec o n d h an d ; o r f o r an y f a c t
,

th at in dic at e s app r ec iatio n su ch as a s p ec ial sal e a ,

ch an ge in someb o dy s pl ans o r p ol icy on a cc ou nt o f wh at

’

I h ave o r h ave n ot done etc T h en I write do wn j u st

,
.

what h as been said o r sel ect a few s entence s from a

,

l e tte r o r t h e l ike I m ake su re th at th e p e rso n fro m

.

wh om I am takin g my in dorsement w ill n ot Object t o

my u se o f it .

I f it is nece ssa ry t o sol ic it in do rsements I t ake my ,

a r t icl e w ith me an d go an d se e my f rien ds o r an y o n e

l ike l y to be in te re ste d I t al k my a rticl e o r pl an en

.

th u siast ic all y su gge st th e go o d p o int s an d h o p e so me

, ,

o n e w il l a gree w ith me an d say o ve r wh at I h ave s aid .

T h e se ide as th en bec o me h is an d h e will p robabl y give

th em the we igh t o f h is n ame .

An in do rsement sh o u l d n o t be me re p rais e Th e be st .

in dorsemen t is on e wh ich s ays th at su ch a th in g is p re

c isel y a dap t e d f o r do in g su ch an d su ch a th in g o r th at ,

it h a s done it su cce ssfu l l y .

P rop e rl y ch osen an d a rran ge d a se rie s o f in do rse ,

ments m ay t ell th e sto ry in de tail o f wh at a th in g is

an d wh a t it can do Th e go o d in do rsemen t make s al l
.

you r be st p oints b u t in th e wo rds o f so me on e n ot th e

,

s el l e r .You r series is n ot c ompl ete til l y ou h ave a sig

n atu re t o every s e p arat e argument y o u m ake or fac t y ou
s t at e
. T ake u p th e se p oints on e by on e an d l o ok f or
b acke rs f or th em .

Mo st go od in do rsements are b u rie d in l e tte rs rel atin g

t o v a riou s su bjec ts an d h ave to be ex tra c t e d
,
Th ey .

sh ou l d be r ea rr an ge d by th e a dve rt ise r s o th a t th ey w ill

 LETT ER S AND AD V ER T I S IN G 2 11

s eem to m ake c ompl e t e l e tte r which s ays j u st wh at

a

y o u w a n t a n d n o m o r e T h is. s e l ec t ive r e a r r a n g emen t

o f th e m att e r in a l e tt e r is l e gitim at e an d th o se wh o a r e ,

wil l in g to l et y ou u se th e ir n ame s at all will c on sent to

th e u se o f a l e tt e r a men de d in th is w ay .

A s I h a ve al r e ady sa id in do rsemen ts sh ou l d be l o oke d

,

f o r n ot o nl y in s omeb o dy s w o r ds o f p r aise b u t in in te r
’
,

e stin g f a cts Th e mer e st o rde r f o r a b ottl e o f a p articu

.

l a r w ine f r o m th e Cz a r o f Ru ssia w ou l d be th e m ost u s e

f u l p oss ibl e indo r s emen t A newsp ap e r m ay stren gthen
.

an a dve rtisemen t o f its c abl e news s e rv ice by p r in tin g a

-

f a c simil e o f a b il l f o r c abl e t ol l s i f th e a m ou n t is l ar ge
-
.

I f an e sp ec iall y b ig o r de r c ome s in f ro m so me wel l

kn own h ou se th e ch eck m ay be re pro du ce d
,
it is a
mu te b u t p owe r fu l w itne ss t o yo u r cl aims S u pp re ssion .

o f n a me o r a ddre ss f r o m an in do rs emen t u su al l y o p e r ate s

n o t o nl y t o k il l th e v al u e o f wh at is said b u t even t o ,

c ast s u sp ic ion on o th e r stat ements .

An d h e re is a m ost imp o r tan t n ot e t o m ak e : Any ir

r e gu l arity t h at t en ds t o exc it e su sp ic io n m ay in st an tl y

o ve r c o me th e en t ir e f o r ce o f th e be st p oss ibl e a rr ay o f

p r in t e d in do r s emen t s T
.h e th in g a m a n c a n r e a d il y s ee

with h is o wn eyes is th e greate st witne ss o f all for or

a gain st y ou .

FI VE

MA K I N G A MA N F EEL LI K E O RDERI N G

A fte r all a man a cts mo r e on feel in g th an on j u dg

,

ment I f y ou m ake h im f eel l ike b u y in g h e is p retty

.

su r e t o b u y b u t if h e do e s n o t f eel l ike it h e w o n t do it
’
,

even if h e kn ows h e ou gh t t o He l l l et it go till next .

’

t ime an d th en h e w on t do it at all
’
.

I f p h o t o gr a p h i n g i s o b j e c t i o n a b l e , a c o p y i n o rd in a ry t yp e w il l
s erv e t h e p u rp o s e . I t i s m o r e i m p re s siv e t h a n a m ere s t a t eme n t o f t h e
a m o u n t re c ei v ed .
2 12 HUMAN NA T UR E IN BU S IN ES S
Th e first thin g to do to m ake a man feel l ik e orde rin g
is t o writ e with ex treme ene rgy I f y ou are su pr emel y
.

ene rgetic th e re a de r gradu al l y gets in to you r ene rge tic

,

frame o f m in d an d a s h e ge ts m o r e an d m o r e ene rge tic

,

h e wants t o do so meth in g t o l et o ff h is ene rgy Wh at .

m ore natu ral th an th at h e sh ou l d l et o ff that ene rgy in

p l ac in g an o r d e r w i th y o u He . d o e s it beca u s e h e f ee l s

h e mu st do s o me th in g an d th at is th e ea sie st th in g t o
,

do . Th en h e th inks with ene rgy wh at a tremendou s

a m ou nt o f wo rk h e will do w ith y ou r m a ch ine wh en h e

g e t s it H e .w an t s a m ac h i ne l ik e y ou r s t o w o r k O ff h i s

ene rgy .

Ene rgy in a l e tt e r is a tri ck o f styl e b u t it c on sists at ,

b ottom in be ing excee din gl y ene rgetic an d int en se you r

s el f . To writ e in an ene rgetic styl e get in t o an ene rge tic ,

m ood .

Next t o energy p robabl y the be st thin g to mak e a man

,

f eel l ik e b u yin g is th e c o nfi den tial sp irit th e s p irit o f ,

f rien dship a n d tru st An o th e r w ay o f pu ttin g it is t o

.

say th a t it is ma gne t ism in sp eech an d in wr itin g The .

s ec re t o f th is m a gne t ism is p rob ab l y s el f r e str ain t -

If .
.

y o u k n o w a m i l l io n t ime s a s m u c h a s y o u sh o w on t h e

su r fa ce an d y o u rsel f r eal ize th a t y o u kn o w all this y ou

, ,

will s omehow c ontrive t o m ak e th e oth e r f ell o w f eel th at

y o u k n o w f a r m o r e th an y o u h a ve s p o ken o f th a t , y ou

can do f o r him far m ore th an y ou cl aim becau se y ou ,

h ave s eeme d t o say ve ry l it tl e an d th at j u st th e r ight

th in g wh en it is ve ry p l a in th at y ou c ou l d s ay s o mu ch
,

m ore You do n ot ex agge rat e in any w o rd o r phrase

. .

You c are fu l l y r e frain f rom ex a gge ra tin g Th e r e a de r .

f eel s th e r e stra in t an d h e is cu riou s t o kn ow wh at go o d

,

th in g y ou h ave k e pt back T h at makes h im feel th at

.

h e wants to kn ow y ou be tt er .

A n d th en men ar e m ade to f eel l ike bu ying by th e

ch atty goo d hu m ore d styl e I t is l argel y a matte r of
,
-
.
 LETT ER S AND AD VER T I S IN G 2 13

th e yl e th e way
st ,
th e w ords rea d ,
th e way th ey sou nd
wh en re ad al ou d
'
.

A Cl e v e r
'

B u s in es s -
Winn er
Th e fol l owin g l e tter, pu t o u t by a well kn o wn h ou se , -

h as been l au gh e d a t a s an ab su r dity To date a p rinte d .

f orm l e tte r as We dne sday Evenin g an d t al k ,

a b o u t sittin g u p l a te at n igh t t o get th e l e tt e r off ,

seeme d th e h e igh t Of th e ridicu l o u s .

I t w as a b u sine ss j ok e h oweve r wh ich th e bu sine ss

, ,

men wh o rece ive d it ap p r eciate d an d it w as r ewar de d ,

by a sta ck o f fou r hu n dr e d remittance s with in a very

f ew days . D o zen s o f men wh o h a d n o e arthl y u se f o r
th e b o ok s ent in $2 bec au s e th e l ett er tickl e d th em s o
th ey c o u l dn t keep qu ie t u nt il th ey h a d do ne it
’
.

T h is l e tter in a p ecu l iar w ay m a de th e men to wh om it

wen t F EEL l ike o rde rin g an d th ey did o rder T h e re,
.

was n o pr o o f b u t th e l e tt e r w as s ent t o ol d frien ds

,
.

H a d it been sent to stran ge rs it w ou l d dou b tl e ss h ave

f ail e d
.

Mr S mith s Oifi ce .
’
,

We dnesday Evenin g 8 : 30 , .

My dear Mr S pra gu e
.

In order t o be ab sol u tel y certain th at this l ette r is

—
mail e d t o y ou t o night an d t o a few m or e o f ou r warm
-

e st a n d ol de st f rien ds — I h ave given u p al m ost an entir e

evenin g to it F o r th e m atte r I am writin g y ou ab ou t is
.

u nu su al l y imp o rt an t ; a n d I w an t t o h e a r f r o m y ou ab o u t

it be f or e I l e ave f or New Y ork on T hu r sday .

I wil l rece ive from th e p rinters T h u r sday a few a d

“
v ance c opie s o f J M Coates s H ow t o Make a F a ctory
. .
’

”—
P ay a b u sine ss b o o k th at I h o ne stl y bel ieve w ill s a ve

y o u m o r e m o ney — w il l d o m o r e t o p r o t ec t y o u r w h ol e
—
bu sine ss system th an an y o th e r b o ok in p rint .

I int en d to m ake arran gements in New Y ork to adv er

2 14 HUMAN NA T UR E IN B U S IN ES S
t is e th e se b oo ks th rou gh ou t America bu t I want to dis
,

tr ib u t e t h e s e a dv ance c o p ie s am o n g ou r ol de st su b
s c ribe rs th a t I m ay kn o w th e ir o p in io n s
,
.

We h ave issu e d n o p rin te d matte r ab ou t H ow t o

”
Make a F a cto ry P ay . B u t even a v ol u me o f p rin te d
m atter c ou l d n ot sh ow y ou th e val u e o f this b o ok as will
the b ook its el f . S o I w an t t o s en d y ou th e b ook . I
want y ou t o see f or you rsel f h ow it t ell s cl earl y fu ll y —
l i l —
exp c t y e x a ctl y h ow to manage an d systematiz e a
i
m o dern bu sine ss .

B u t I do n ot exp ec t y ou t o b u y it . I merel y want

y o u t o l o o k it o ve r A T M Y RI S K a n d l e t me h ave y ou r

f rank Op in io n o f it . I f y ou s en d it b a ck I shall be j ust

as th ank ul t o y o u as t o y ou
f h h a d i —
ke pt t an d even
m ore s atisfie d th an if y ou h ad neve r s ent f or it at all .

Fo r th e frank c riticism s fr o m th e se f rien ds o f ou rs mean

a gr ea t d e al m o r e t o me th an the me r e p ro fit on th e sa l e

o f th e s e a dv ance OOp ies .

You w ou l d wil l in gl y risk a do zen times $2 for a sin gl e

p l a n t h a t w o u l d r e d u ce y o u r f ac t o ry c o s t s a l o ne . Y e t
th is b o o k c o n tain s twen ty tw o m oney savin g pl an s th at
- -

will re du ce exp en se s th r ou gh ou t y ou r wh ol e bu siness

p l an s o f m a n a i
g g n a n d o p e r a t i n g a f a c t o ry — p l a n s o f
i i —
h n g a d h an dl n g empl oyee s p l an s th at w ill ch ec k
r n i
eve ry l e ak an d el imin ate eve ry waste in y ou r factory an d
office . A n d I do n o t a sk y ou to risk on e sin gl e p enny to
s ecu r e th em .

Me rel y sen d for the b o ok ON AP P R OV AL The $2 .

y o u f o r w a r d w i ll n o t be r e g a r d e d as a r e m i tt ance ,
b u t a s

a de p osit — a de p osit t h at c an be with drawn as e asil y as

y o u ca n w ith dr a w y o u r b a nk b a l
-
a nce . A n d th en,
i f any
s in gl e ch a p t e r al one is n o t w o rth t en doll ars t o y ou ,
I
wil l n ot onl y r etu rn y ou r $ 2 b u t I wil l r emit in all
,

t o p ay y o u in a dditio n f o r y o u r p ostage an d trou bl e in

l ook in g ove r th e b ook .
 LETT ER S AND AD V ER T I S IN G 2 15

—
Think o f it ! $2 th e me r e p rice o f a h an df ul o f cigars
-
for th e lif e time exp e rience Of th e h igh e st sal arie d f ac -

t ory sp ec ial ist in th e c ou nt ry ! A n d wh en I m ake an

o fler s o f ai r an d l ibe r al — wh en y ou do n o t even ru n a
r isk in s en din g f o r th e b o o k — c an t I sen d it t o y ou f or
’

criticism next week ?

Me r el y attach a p ostal o rde r f or $2 t o this l ette r p ost—
t o n ight if p ossibl e an d u se th e envel o p encl o s e d
,
.

You rs very tru l y ,

A W S MI T H . . .

Th ere is a feel in g on th e p art o f m o dest p e opl e an d o f

‘
ol d an d c o nse rv ative b u sine ss h ou se s th a t it is infra dig .

t o writ e a r e al l y p erson al l ette r to th e pu bl ic o r t o b u si

ne ss cu stome rs Th is l e tter h as been l amp o one d as a
.

r idicu l ou sl y p e rs o n al att emp t t o b a mb oo zl e Th e f a ct .

r em ain s h o weve r th at it got th e b u sine ss an d th e h ar d

, , ,

h e a de d bu sine ss men wh o r ece ive d it we r e gl a d to get it .

I t is t ru e th at f ake rs tal k an d w rit e so cl eve rl y th at

th ey sell w o rt hl e ss th in gs t o th ou s an ds o f p e opl e fo r it ,

is onl y a cl eve r m an wh o c an s ell a w o rthl e ss a rticl e .

Go o d a rticl e s sel l th em sel ve s t o a ce rtain exten t ; b u t

why sh ou l dn t th e l e gitim at e m anu fa c tu r e r o r sal e sm an
’

t a l k j u st as e a rne stl y an d j u st a s cl eve rl y ab ou t h is go o d

a rticl e as th e f ake r do e s ab o u t h is p o or on e ?

I f y ou r eall y h ave someth in g go o d w rit e in th e ea rnest

, ,

en th usia stic p e rsonal way th a t b rin gs o rde r s

, .

MA K E O RDERI N G EA S Y , S A FE, A N D Q U I C K

Th o y ou m ay exc it e man s desire th o y ou may su c

’
a ,

r e aso n an d p ro ve y ou r ca se an d
c ess ful l y a p p e al t o h is , ,

make h im f eel l ike o rde rin g y ou m ay l ose al l u nl ess y ou

,

cl inch th e order on th e sp o t An d th is c an be do ne onl y

.

by m akin g the way t o o rder e asy safe an d qu ick

, ,
.
216 HUMAN NA T UR E IN BU S IN ES S
Wh en I sen d ou t circul ars I say Pin a doll ar b ill ,

t o this l e tter an d sen d at my risk in th e encl os ed en

” ’
vol op . Th e man s name an d a ddre ss are on th e l e tte r
I sen d to h im In my l etter are all th e t erms o f th e
.

c ontract He do e s n ot h ave t o writ e a wo rd o r l ook f or

.
,

an envel o p an d a ddr e ss it o r go a fte r a p o st al o r de r o r

, ,

writ e a ch eck He pu ts th e doll ar in th e envel op with

.

th e l e tt e r s eal s it st am p s it m ail s it
, ,
N othin g c ou l d be
, .

easier I t ell him j u st wh at to do an d h e can h ardly

.

re sist my c o mm an d He wan ts t o obey an d h e do es Obey

. .

Bu t I wan t t o mak e it sa f e f o r h im I th e re fo re t el l .

h im h e may h ave h is doll a r back for th e simpl e askin g .

He s en ds it on dep osit He take s n o risk wh ate ve r He

. .

c an bac k ou t l a t e r if h e ch a n ge s h is m in d Why sh oul d .

he think it ove r n ow wh en h e w il l h ave all th e r e st o f

,

his l ife t o th ink it ove r a n d t o b a ck ou t if h e th ink s h e

ou ght t o ? I t is n o t o nl y easy an d qu ick b u t it is sa fe , ,

an d th e r e is n o nee d f or th e cau t iou s t o w o rry .

In my opin ion it is a great m istak e eve r to enc ou rage

del ay o f any k in d Mak e y ou r l etter su ch th at it will
.

wo rk the b u ye r u p t o the b u yin g p oint an d th en cl in ch -

him on th e spo t o r neve r Get so me th in g ou t o f h im th at

.

c ommits h im Once a man is c ommitte d it is h ard for

.
,

h im t o back ou t T his is the w ay the canvass er does

.
,

an d this is t h e w ay th e l e tt e r s al e sman m ust do Mak e .

eve ry a dve rtisement get orde rs Al l inqu irie s ou ght to .

be orde rs Mak e l ette rs get orders f or wh at are in

.
,

q u iri es w o r th ? Th e ve r y name in di c a t e s a p o ssib il ity ,

an d th e r e a de r o f y ou r l e tte r w il l neve r f eel m o r e l ik e

bu yin g th an wh en h e fin ish e s re adin g y ou r l e tter Let .

h im p ass th e th in g f or a day an d h e w il l p rob abl y p ass ,

it f or l ife u nl e ss y ou go a fte r h im a ga in in th e same way .

In my j u dgment a l ett er which doe s n ot b rin g qu ick

re tu rns is of l ittl e or n o val u e .
 LETT ER S AND AD VER T I S IN G 2 17

Cl in ch ers
Canva sse rs k now th at th e art o f cl inchin g an orde r is
n o t an ea sy o n e S Om e neve r l e arn it , an d so f a il c om
.

p l et el y, th o p r o fic ien t in eve ry o th e r r e s ec
p t .

Cl inchin g an o r de r by ma il Often r equ ire s a cl inchin g

devi ce .

A very al device is wh ol e sal e p rice for a sh o rt

u su
”
t ime onl y A fictit iou s p rice is m ade t o be cu t T his
. .

is so u su al th a t b u ye rs s eem to ex pect it an d are n ot ,

sa tisfie d u nl es s th ey get it T h ey kn ow it is fictitiou s in

.

m any ca se s bu t th e re is al ways th at p ossibil ity th at th e

,

p r i ce may c h an ge su dden l y a n d s o ac t io n sh ou l d n o t be
del aye d Th is is a good cl inch e r
. .

I t is very u su al t o give a smal l an d inex p en sive pre

miu m for an imme diat e o rde r .

S ome tim e s a disc ou nt is given fo r an or de r w ith in ten

L et t e r t o Cl in c h O rders

Goo d l e tters t o cl inch o r d rs are n ot

c omm on The
e .

f oll owi n g h as been u s e d w ith su cce ss by an American

c orre sp on dence s ch ool ( p erson al signatu re o f th e au th or
o f th e syst em ) wh en sampl e b ooks on B u sine ss Corre s
,

p o n den c e h a ve been o r de r e d on a pp r o va l w ith d e p os it

o f $ 1 su bjec t t o r e tu rn :
,

Dear S ir
I h ave r eceive d the dol l ar y ou sent an d encl ose th e ,

first in stal ments an d fu l l ou tl ine of the S mart S ystem .

N otice
1 T h e r e are n o l e sson s or exe r c ise s t o p r e p a re
. You .

appl y th e su ggestio n directl y to th e l ett e rs y ou are writ

in g eve ry day an d if y ou w ish y ou m ay sen d tw o
,

bu n dl es Of carb on c opie s t o me fo r c riticism .

2 I f y ou w an t h el p on sp ecial l e tter s I wil l e ithe r

.
,
2 18 H UMAN NA T UR E IN BU S IN ES S

r ewrite ent ir el y on e o r tw o l ette rs o r give y ou twice a ,

g ene r a l c r it i c is m Of y o u r f ol l o w u p sy s
-
t em T h is s e rvi ce .

is wo rth twice th e c ost o f th e syst em .

I can t t e a ch y ou h ow to ru n y ou r bu sine ss B u t I
’
.

do kn o w wh a t h u m an n atu r e is an d h ow t o l ine u p ,

wo rds so th ey w ill m ake p e opl e sen d y ou bu sine ss s o f ar ,

a s an y w o r ds w ill do it . Let me a dd my gene ral kn owl

e dge t o y ou r sp ec ial kn owl e dge an d win .

S en d th e r em a in in g $9 t o day an d l et u s get t o w o rk
-
.

I f y ou p r e f e r y ou m ay sen d $ 2 n ow an d $ 3 a m onth
, ,

t il l y ou h a ve p a id $ 1 2 in all .

A prompt answe r w il l be ap p r eciat e d .

Cordiall y y ou rs ,

T his l e tter is foll owe d by an invo ice ,

an d a week l ate r
by th e fol l owing l e tter
De ar S ir
P l ea se l et me kn ow by re tu rn m ail wh e th e r y ou wil l
kee p th e b o ok s o f th e S m art S ystem in B u sine ss C or
r e sp o n dence wh ich y ou h ave al r e a dy r ece ive d an d wil l ,

r em it f o r th e b al ance I f I do n o t h e ar f r o m y ou with in
.

a wee k I sh al l assu me th at y o u w an t me t o dra w o n y ou

,
.

T hou san ds o f bu sine ss men a re t e stify ing t o th e

g en u ine v a l u e o f th is w o r k a n d,
my s e r v i ce s a s a l e t t e r

exp e rt are worth m o re th an th e $ 1 0 the S ystem c osts .

C o rdial l y y ou rs ,

P S.
—If . wil l mail a ch eck th is week I sh all b e
y ou ,

g l a d t o s en d y ou w ith o u t c h a r g e a n y o n e o f my n ew
b o oks D ic tion ary o f Erro rs H ow to Re a d an d Wh at to
, ,

Re ad o r B u sine ss Lette r Writin g Let me kn ow wh ich

,
-
.

y o u p r e f e r .
 LETT ER S AND AD V ER T I S IN G 2 19

S EVEN

T U RN I N G A DV ERT I S I N G I N Q U I RI ES I N T O
O R D ER S

S u cce ss f ul a dve rtising sh oul d c ome as near m akin g the

sal e o n th e sp o t as p o ssibl e I f th e am ou n t o f m o ney is
.

n o t t oo gre at an d su ffic ien t sp a ce is t aken a p ostal o rde r

, ,

will be ma il e d as soon as the a dvert isement is r e ad To .

e if e c t th at th e five s te p s I h ave p reviou sl y mentio ne d

,

i —
mu st be w th ou t flaw att ention attra cte d attention fix t ,

on s o me th in g r e all y de sir e d th e h ow Of it expl aine d

, ,

p r o o f o ff e r e d t h,
e p r ice an d e a sy me th o d o f ge t t in g i t
in dic a t e d . Om issio n o f an y on e Of th e se st e p s will sp oil
th e a dve rtisin g .

I f th e a m ou n t o f m o ney inv ol ve d is t oo l arge fo r th e

ave ra ge m an t o tak e th e risk o n so sm al l a sh o win g th e ,

p r i ce m a y be t t e r n o t be gi ven b u t inq u ir ie s i
,
nvi t e d I t .

is t o be r emembe r e d h oweve r th at eve ry inqu iry c osts

, ,

m oney to f ol l ow u p an d many inqu iries are n ot ne arl y

,

so goo d a s a few o r de rs .

An inqu iry m ay be c ou nt e d fo r th e first it em Onl y

att en tio n . A go o d an swe r t o an inqu iry mu st do eff ec
t iv el y th e oth e r f ou r th in gs — it mu st fix th e a tt ent ion ,

an d th is m ay be d o ne by sh o win g a m an j u st why h e

wa nts th e articl e or se rvice Off er e d ; it mu st sh ow th e

cu sto mer j u st h ow th e ap pl iance o r s ch eme w orks ; it
mu st off e r p ro o f ; l ast o f all it mu st in dic at e th e p rice
,

an d th e e a sy w ay t o o r de r an d get start e d o n th e h app y

r o a d t o p oss e ss io n .

Th is me ans a l etter fi rst p ara graph o f f ou r or five

,

l ine s p o in tin g ou t j u st why th e cu sto me r o u gh t t o be

inte r e st e d sec on d p a r a gr a p h sh owin g j u st h ow th e th in g
,

a p p l ie s t o h is p a rtic u l a r c a s e an d wh a t it w il l do fo r

h im th ird p ar a graph givin g p rice an d me th o d o f p ay

,
2 20 HUMAN NA T UR E IN BU S IN ES S
ment .With th is l ette r goe s a te stim on ial p a ge off e rin g
p r o o f T .h e r e a r e t w o go o d k i n ds O f t e st im o n i al s— in

do rsem en ts fr o m we l l kn o wn p erson s wh ose j u dgment is

-

a cce p t e d an d signe d s tat ement s f ro m th o se wh o h ave

,

t rie d th e th in g a n d h a ve been h el p e d B oth are goo d .

th e fi rst a p pl ic abl e to h igh cl a ss an d genu ine o ff e rin gs

-

th at a re ve ry st ro n gl y in do rs e d th e s ec on d f o r l owe r ,

g r a d e p r o du c t s o r s c h eme s f o r w h i c h th e ve r y be st in

do rsem en ts c an n ot be c o mm an de d Th e be st in dorse .

ment is th at o f th e well kn o wn m an o r w om an wh o h as
-

h im sel f t rie d th e art icl e an d been h el p e d P R OOF OF .

S OM E S OR T I S INDI S P EN S AB LE .

EI GH T

F O LL O W UP -
L ET T ER S

Th e s c anvassin g by m ail is j ust be ginning

c ience of

t o devel op a n d we do n ot kn ow a s mu ch ab ou t it as we
sh all in a ve ry f ew ye a rs .

In p re p arin g a se rie s o f fol l o w u p l e tte rs th e se p rin -

c ip l es a re sa f e t o stic k by

1 . Be for e y ou c an argu e w ith a man y ou mu st get

h is atten tion I f y ou a dve rtise an d h e a n swe rs you r a d
.

v er t isem en t th at is acc o m p l ish e d

,
Wh at sh ou l d be done .

in c ir cu l a riz in g a l ist Of n ame s w e sh al l c on sider l at e r .

2 Wh en a m an h as in dic at e d th at h e will l ist en to

.

wh at y ou h ave to say th en y ou sh ou l d fill h im u p with

,

th e be st a rgu men ts y ou h ave T his th e p rinc ip al foll o w

.
,

u p l e tte r sh ou l d be l o n g a s a ru l e
,
Th e ide al w ay is t o
,
.

p u t eve r ythi n g in t o o n e l e t t e r In a n y c a s e a v
. o id j u st ,

a s f ar a s p o ssibl e s e p ar at e c ir cu l a rs I f a m an o p en s a .

l e tter an d fin ds a h an dfu l o f c ir c u l ars inside h e is l ikel y ,

t o th r o w th em al l into th e wast e p ap e r b ask et I f he -

.

fin ds o nl y on e l ette r h e will p r ob abl y r e ad it

, .

He re is a goo d pl an : P rin t you r circu l ar l etter on on e

 LETT ER S AND AD V ER T I S IN G 221

sid e o f a l e tte r sh ee t ; p rint y ou r t e stim o nial s on on e side

o f n o t e siz e p ap e r o f a diff e ren t c ol o r ; p rin t s tatistic al
-

c ircu l ar matte r o r an y nece ss ary c ol l ectio n o f in fo rm a

tio n o n th e sec o n d p age o f a f o l der l e tt e r ; t ip ( p ast e )
th e t e stim on ial s l igh tl y at th e t o p o f th e l e tt e r in f ro nt ,

t o th e righ t so th at th ey wil l n o t c o nce al th e a ddr e ss

,

o f th e l e tt e r b u t c an n ot a v o id be in g seen
,
Yo u th en .

h ave o nl y on e do cu ment ; th e t e stim on ial s h ave a p r o mi

nent pl ace wh e r e th ey ar e m o st l ikel y t o be re ad ; an d
th e c ir cu l a r in fo rm atio n is c o nven ien t w ith ou t be in g Ob
t ru siv e .

3 . Th e l e tt e r itsel f be e arnestl y an d c on v in c
sh o u l d

in gl y w ritt en by o n e w h o kn ows an d feel s th e v al u e o f

wh at is t o be Off er e d Th e p e rs on wh o wr it e s th e l e tter
.

sh oul d h ave been t al k in g th e su bjec t w ith su cce ss an d ,

sh o u l d be enth u siast ic I f th at p e rso n do e s n ot h ave th e

.

s kil l t o wr it e a go o d l ett e r h e sh o u l d do th e be st h e c an
, ,

an d th en l et so me o n e el s e r ev ise it f o r h im .

Th e first th in g in su ch a l e t te r is t o sh o w th e r e ade r
h ow h e wil l benefit by wh at y ou h ave to off e r F or ex .

a m pl e su pp o s e y ou a re s el l in g a fire ex t in gu ish e r ; it is
,
-

n o t en ou gh t o a ssu me th a t a m an feel s st r o n gl y th e a d

v an tage o f su ch a th in g He feel s b u t vagu el y You . .

mu st m ake h im feel v ividl y .

L e t t er to S el l a F ire -
Ex t in gu is h e r, S e n t With Ca t al o g
on R e c e ipt of Inq u iry
De ar S ir
Th e encl o se d c a tal o g wil l f ul l y de s cr ibe th e Su re
”
a n d Easy F ir e Extin gu ish e r ab ou t wh ich y ou inqu ir e
-

in you r l ett e r o f Jan 1 0 . .

Did y ou ever h ave a fire in you r h ou se o r st o re ? I f

so ,
did th e in su r a nce r e al l y m ake goo d you r l oss ? If
y o u h a d h a d s o me th i n g h a n dy r i gh t o n th e s p o t c o,
u l d ,

y o u n o t h a ve s t o p t t h e fir e be f o r e it d id m u c h d a m a g e ?
222 HUMAN NA T UR E IN BU S IN ES S
You ways th e l o ser by a fire h oweve r well y ou
a r e al ,

a re in su r e d f o r in su r ance d o e s n o t c o ve r inj u ry t o y o u r
,

bu siness n o r al l th e disc om f or t an d inc onvenience th at

,

g o even w ith th e s m a l l e st fi r e .

Nine t en ths o f al l fi re s c ou l d be pu t ou t be for e mu ch

-

—
,

if an y dam a ge wer e done I F YOU HAD S OM E

,

T HIN G A T HAND F OR IN S T AN T US E Th e trou bl e .

c ome s from th e f ew m inu te s in wh ich y ou ar e tu rnin g in

th e fire al arm ge ttin g a b u cket o f wate r o r ru nn in g f or
-

, ,

a b l a nke t .

An d th en th in k o f th e h o rror o f h avin g y ou r w if e o r
dau gh te r o r ch il d o r even y ou r s e rv an t bu rne d t o death
, ,

by r e ason o f dre sses c at ch in g fire !

P e rh ap s y ou do n ot kn ow th at y ou can p revent th e se
acc idents V ERY EA S I LY a n d at sm al l c ost ,
.

“ ”
Th e S u r e an d Ea sy fir e tu be c on t ains a p e rfectl y
-

h a rml e ss p ow de r I t is j u st l ar ge en ou gh a r ou n d to fil l
.

th e h an d an d h a n gs o n th e w al l in k it ch en sh o p o r f a c
, , ,

t o ry Th e rin g by wh ich it h an gs is a tta ch e d t o a f ric

.

tion c ap A l l y ou h ave t o do is to c at ch h ol d o f th e fire

.

tu be an d give it a je rk f r o m th e h ook T h is p u ll s Oif th e

.

cap an d y ou dash th e p o w de r o ve r th e fir e whi ch wil l ,

be instan tl y extin gu ish e d Th e h e at l ibe rat e s ca rb on ic

.

a c id gas in l a rge qu an tit ie s an d th at s m o th e rs th e fire .

T his p ow de r is fa r su p e rior to w ate r fo r m any r e asons

Firs t if a l am p exp l o de s a n d th e o il c at ch e s fire y ou c an
,

n o t p u t ou t th e bl aze w ith w a t e r bec au se th e o il fl o ats ,

on th e w at e r an d b u r n s al l th e m o r e fie r cel y ; s ec o n d y ou ,

c a n t pu t ou t an y bl a ze w ith w ate r u nl e ss y ou h ave a

’

drench in g sh o we r an d t o get th at r equ ir e s time even

, ,

wh en y ou h ave a goo d h os e p l ayin g ( wate r pu ts ou t fire

o nl y wh e r e it t ou ch e s an d it is n o t e asy t o m ake it
,

t ou ch m any sp o ts a t on e t ime ) thir d w at e r Often do e s ,

f ar m o re dam a ge th an fire it sel f sp o il in g w al l p ap e r an d

,
-

u p h ol st e r e d fu rnitu r e carp ets etc Th e

, S u r e an d
,
.
 LETT ER S AND AD VER T I S IN G 22 3

Easy p r o du ces a gas th a t any h arm

can n o t p o ss i bl y do
to anyth in g a n d it in stan tl y p ene trate s t o eve ry c orne r
, ,

f or gas u nl ik e wat e r t en ds to di ffu se an d spr ea d in eve ry

, ,

direc tio n .

Wh at is m ore this fire extin guish er is u n obtru sive an d

,
-

o ccu p ie s s m al l sp a ce You can p aint th e tu be th e sam e

.

“ ”
c ol or as th e woo dw ork with o nl y the word F ir e stand
,

in g ou t in re d t o attr a ct at tentio n Th e tu be m ay h an g .

th e r e u n u se d f o r five ye ars an d th e p ow der wi l l be j u st,

as go o d th en as th e day y ou p u t th e tu be in pl a ce .

T h at th is is a p ra ct ical device is t estifie d t o by th e

fa ct th at tu be s o f th is kin d a r e r equ ir e d o n eve ry th e ate r
s ta ge in eve ry p a ssen ge r c ar in eve ry fa c t o ry in eve ry
,
-

, ,

c ro wde d dep artment sto re even wh en fire h ose is al so ,

-

r equ ir e d . Ju st r e ad a f ew o f th e sto ries o f h ow th e se

fire tu be s h ave s a ve d th ou san ds o f dol l a rs wo rth o f
’
-

p pr o e r t y a n d s c o r e s O f l ive s !
T h e re are m any in fe rior p ow de r fire extin gu ishe rs on -

th e m ark et o f s o me o f wh ich y ou m ay h ave h e ard

,
Th e .

o th e r day th e r e w a s a t e st at th e w o rks o f th e Dee rin g

S oap Co mp any F ou r b ran ds o f extin gui sh e rs we re

.

t rie d . A bus h el o f r ags was satu rate d with a gal l on o f

g a so l ine . A f t e r t h e fi r e h a d been b u r n in g o n e m in u t e
an d w as a fie r ce bl a ze th e t e st was m a de ,
Th e l iqu id .

extin gu ish e rs p ro du ce d n o e ffect wh at eve r on th e fire .

Th e rival p o w de r extin gu ish e r f a il e d to wo rk bec au se th e

w d e r w a s c a k e d a n d w ou l d n o t c o me ou t o f th e t u be
p o .

A ge al ways c ake s in fe rio r p owder s Th e tu be o f ou r .

p o w d e r t h a t w a s u s e d h a d been h a n in
g g f o r t w o ye a rs

in a damp pl ace an d w as al l ru sty on th e ou tside b u t it ,

ins tan tl y extin gu ish e d th e fir e an d it w as th e o nl y ex ,

t in gu ish er th at did .

“
You ou gh t t o h ave a Su re an d Easy extin gu ish er in
you r k it ch en wh e r e th e c o ok c an u s e it ; on e or tw o in
th e cel l ar wh e reve r y o u h ave a f u rn a ce straw , ,
sh avings ,
224 HUMAN NA T UR E IN BU S IN ES S
o r oil , an d on e on th e in side
eve ry cl oset do or within of

e asy r each in case a l amp expl o des a can dl e drops bu rn ,

in g gr e as e o r a l igh t e d m at ch t ou ch es a cu rt ain o r dr ess .

“ ”
Th e S u r e an d Easy c osts onl y $3 We p ay c arria ge .

to any p art o f th e Un it e d S tat e s We wil l p ay $500 .

f o r in f o rm a tio n o f any case in wh ich th e S u r e an d

”
Easy fail s t o w o rk S en d y ou r o rde r to day ; y ou
.
-

may h ave a fire t o m orro w -

.

V e ry tru l y you rs ,

A goo d te stim onial sh eet is ve ry imp ort an t with this

l e tt e r
. T e stim on ial s sh ou l d t el l o f real experience s or
t ests by wel l k n o wn b u sine ss h ou ses
-
.

NI N E

S EC O N D FO LL O W U P LET T ER -

Every s tep in an a dve rtisin g cam p a ign sh ou l d be dis

t in c tiv e .

F irst c ome s the a dve rtisement to a ttra ct attention ( or

wh ateve r m ay do th at ) sh o rt sh arp an d p o in te d , , ,
.

—
T h en c ome s th e fi rst f ol l o w u p l e tte r a fu l l an d com -

p l et e ex p o sitio n o f th e s u bjec t i n h a n d w i th n o sp a r in g ,

Of w or ds .

Th e sec on d f oll ow u p l ette r h as its p ar ticul a r omoe

-

too . I t mu st f o r ce a dec ision In a cert ain c as e the sec

.

On d f ol l ow u p is a t el e gram sp eak in g o f an exce p tion all y

-

fav o rabl e Op p o rt u n ity t o b u y at a b ar gain an d asking ,

f o r r e pl y by w ir e Th o c o stl y it is eif ectiv e in f o rc ing

.
,

a decision I t is extreme h owever

.
, .

Th e sec on d fol l o w u p l e tte r sh ou l d be qu it e di ff e rent

-

f ro m th e fi rst I t sh ou l d be sh ort e r on di if eren t c ol or ed

.
,
-

a
p p e r,
w i th di ff e r en t s ty l e o f typ e — o th e rw is e th e m an

wh o gets it w ill s ay Oh an o th e r l e tte r ab ou t th at

—
, ,
”
p r o jec t I k n o w a ll a b o u t i t a l r ea dy !
 LETT ER S AND AD V ER T I S IN G 225

The yl e in which th e l ette r is w ritten an d its pu r

st

e r e d iff e r en t t o o O bjec t io n s m u st be answe re d

p o s a ,
.

y et w ith o u t f o rm all y st a t in g t h e s e Objec t i o n s l e st y o

,
u

su gge st th em t o th e c u st o me r f o r th e first t ime Beside s

.
,

it sh ou l d try t o in du ce a dec isio n at o nce .

T h e re mu st be n o r ep etition o f wh at h as been said al

r e a dy f or th e m o men t h e s cen ts r e p e t itio n th e r e a de r is
,

l ikel y to th r o w th e l e tte r do wn Th o it h arp s on th e

.

same ol d th eme it m u st be c o ntrive d t o seem t o be f r e sh

,
.

A s eco n d foll o w u p l e tte r is too Often a me re r ep etition

-

o f wh at h as go ne be f o r e Writ ers do n ot r eflect th at it

.

h as a p u rp os e Of its own an d it mu st h ave a well devel ,

-

o p e d styl e Of its o wn .

A go o d sec on d f oll ow u p l e tte r is p rob abl y m ore difli

-

cu l t t o write th an a first for th e re is m or e art r equ ire d

,
.

I t mu st be c risp an d ent e rta in in g Th e fi r st l e tte r gets

.

“ ”
th e e asy one s ; th e sec on d is inten de d t o get th ose wh o
a re n ot s o e asy .A t th e same time an y m ist ake in th e
fi rst p art Of th e c amp aign m ay entirel y sp oil th e eff ect
o f th e l ast l e tt e r I t is th e l a st l ink in th e ch ain an d o f
.
,

n o u se wh at eve r u nl e s s th e o th e r l ink s ar e sou n d .

T h er e for e be f or e wr itin g a sec on d fol l ow u p l ette r

,
-

c are fu ll y stu dy th e imp re ssion m ade by wh at h as gone

be fo re an d a dapt th e new l e tte r as cl osel y as p ossibl e t o
,

co mpl etin g th e impre ssion .

Il lu s t rat iv e L ett ers

Dear S ir
“ ”
I f I h a d onl y done it so one r ! excl aim s th e man wh o
h a s t aken n o p recau tio ns a gain st fire u n til th e fire o ccu rs .

H ave y ou even a F ir e T u be at h an d to ch eck a l ittl e

-

bl aze if on e o ccu rre d in you r h ou se o r pl a ce o f bu sine ss ?

I s it n o t cu l p ab l e c ar el e ssne ss t o p u t th e m att e r off ?
22 6 HUMAN NA T UR E IN BU S IN ESS
You r in su rance wil l c ove you r
n ot r t as —
l oss it can
’

in su rance bu sine ss is n o w do ne An d wh at in con v en i

.

ence w orry an d p o ss ibl e p e rson al inj u ry to y ou rsel f or

, ,

f amil y m ay r e su l t f r o m ne gl ect !
“
You kn o w ou r S u re an d Ea sy fire tu be h as been -

th o r ou ghl y t e st e d fo r th e p a st five ye ars I t is qui ck .

it is p o sitive ; it inj u r e s n o f ab ric p ap e r o r f u rni t u re

, ,
.

Anyb o dy c an u se it I t is al ways go o d till y ou h ave a

.

fire . N othin g c ou l d be simpl e r n oth in g ch e ap e r Th e

, .

in su rance it give s y ou c o sts y ou o nl y th e int er es t on

—
y ou r sm all inve stment r emembe r th at n ot th e —
o u tl ay Wh at is th e int e re st on $3 $ 6 or $9
.
, ,
.

Bette r s en d u s a t rial o r de r to day I f y ou are a -

.

dou b t e r sp e ak u p an d we wil l soo n c onvince y ou

,
Jus t .

g ive u s a c h a nce by w r it in g t o d ay
-
.

V e ry tru l y y ou rs ,

Dear S ir
For th e l ast time y ou can get on e fre e .

We mean th e h an diest, simpl e st, m ost n iqu e l ittl e u

‘
fil in g c ab inet that eve r save d th e
-
time an d tem p e r o f a
b us y p u bl ish e r .

We me an an i d ea c as
l
-
si fie r — a p ri ce l is t p r e -

” — “ ” —
se rve r a cl ipp in g save r
-

,
s o c o nven ien t an d c om

p a c t th a t it h a s in d u ce d O f t h e b r ig h t e st b r a in ie s t ,

bu sine ss men t o u se it in p re fe rence to scrap b o oks an d -

i
p g e o n h o l
-
e s ! A b u s y m a n s s
’
t o r e h o u s
-
e i n f ac t th
,
a t ,

will k eep an d a rran ge f or eve r ne arl y al l y ou r sm all

p p
a e r s — a ll th e p r ec io u s l i t tl e s c r a p s mem os a
,
n d n o t a ,

tion s th at y ou so o ft en m isl ay y et so fr equ entl y nee d

,

to r e f e r —
t o righ t w ith in 30 s ec on ds re ach !
’

S p eak n ow — for th is is you r l ast ch ance An d wh en .

th is off e r is fin al l y with dr awn Feb ru ary first , it will be

 LETT ER S AND AD VER T I S IN G 227

with drawn f o r all time . Not even J . P . M organ h im

s el f c an ge t o n e f ree e
a ft r t h at .

“
F or BU S IN ES S MAN h as decide d th at f ro m
TH E
n ow on n o m o r e de sk p r em iu m s o f th is k in d sh al l be -

o ff e r e d w ith t h is n a tio n al b u sine ss m an s m a gaz ine

’
.

“ ” “
A n d o nl y t o th e ch o sen few th e f orme r BU S IN ES S
,

MAN su b sc ribe rs“ the frien ds an d cu stome rs o f Mr

”
.

S mith are we w ritin g th is l e tte r Offe r in g th em th is o n e

, ,

r h —
m o e c anc e th is fin al o pp o rtu n ity t o get on e o f th e se
c onvenient mental tre asu r e b oxe s an d ide a savin gs banks
- - -

f or n oth in g
—
.

S o it i s f r ee t o y o u u n t il Feb r u a ry th e fir st f r ee
“
th r ou gh y ou r ye ar s su b sc rip t io n t o TH E BU S IN ES S
’

MAN th e b u sine ss m a ga z ine

,
A n d be st o f all even .
,
“ ”
TH E BU S IN ES S MAN is n o ex p en se F or t h o y o u .

p l a ce $ 2 in y ou r s u b s c r ip t io n it is n o t $ 2 s p en t ,
N o t by .

a l on g sh o t ! —
I t is $2 inve st e d inve st e d wh e r e it wil l
be retu rne d t o y ou many time s ove r in th e c ou rse o f a
year .

An d c o nside r this — eve ry sin gl e issu e o f “

TH E
”
BU S IN ES S MAN du rin g 19 ( 2 60 p g
a e s in eve r y
nu mber n ote y ou ) will be p a cke d with m oney makin g
,
-

ide as F am ou s bu siness N ap ol e on s sal e s m an age rs an d

.
,
-

bu sine ss enginee rs kn own th e worl d o ve r will c ontribu te

money m akin g articl e s o n al l ph ase s o f bu sine ss ge ttin g
- -

an d b usine ss kee p n g i — On bu yi n g s el l in g a dve rt isin g

-

, , ,

c re dits fa cto ry c o sts et c A n d eve ry in dividu al articl e

, ,
.

wil l be a l ive stimu l atin g dyn am o th at will h el p m ake

,

you r bu sine ss hu m .

B u t onl y a f ew B ra in B oxe s are l e ft an d y ou wil l ,

h ave t o a ct t o d ay if y ou w ant t o get y ou rs .

Wrap a $2 p o stal or der in th e c ir cu l ar encl o se d sign ,

you r n ame an d a ddre ss in a go o d cl e ar h an d an d p o st ,

it to u s wh il e y ou h ave it in m in d .

A fu l l ye ar s su b s cr ip tion t o “TH E BU S IN ES S
’
228 HUMAN NA T UR E IN BU S IN ESS
MAN an d a B rain B ox disp at ch e d t o y ou r a ddress ,

r emembe r an d y o u r s atis fa c t io n gu ar an t ee d o r y ou r
,

m oney back .

You rs ve ry tru l y ,

TH E BU S IN ES S MAN C OMP ANY .

T his l ette r h as th e t ou ch o f geniu s in th e tone o f p r e ss

in g p e rson al a pp e al th e f e t ch in g im agin atio n with wh i ch
,

it is wr itten .

I t a l so il l u str at e s th e r a th e r b a d h ab it o f al ways pu t
t in g in c ap ital l e tt e rs th e n ame o f y ou r b ran d I dou bt .

t h e u s e f ul ne ss o f it .

T EN

S TA T I O N ER Y A N D P R I N T I N G F O R C I RC U LA R
L E T T ER S

Th e c onvention al a dvi ce is t o get th e be —th at

st go o d
s tat ione ry an d p r in t in g al w ay s p ay .

B u t b u sine ss men k n o w th at th is is n ot tru e I t Often .

h ap p en s th at p o o r statione ry an d p rin tin g p ay be tte r

th an go o d in ce r tain cl asse s o f m ail o rde r b u sine ss be
-

c au se th e cl ass o f p e opl e re ach e d feel m o re at h o me with

th e p o o r an d get an im p r e ssio n f ro m it th at th e a rticl e
,

Offe r e d is s omewh e r e w ith in th e ir r a n ge ab ou t wh ich ,

“ ”
th ey nee d n o t f eel ,
T h at s t oo go o d fo r me
’
.

An o th e r th in g : S tatio ne ry an d p rintin g in th e mail

o r de r b u sine ss a re b ig items o f ex p en se .

Goo d taste an d goo d j u dgment in ch o o sin g are m ore

im p ort an t th an s p en din g m oney .

A s p r etty p ic tu r e s an d h an dso me de sign s are n ow con

ce de d in m a gaz ine adve rtisin g t o b rin g f ew orders so I ,

bel ieve c ostl y c ir cu l ars an d exp ensive p ap e r do l ittl e r eal

b u sine ss in cir cu l ariz in g .

Th e be st w ay t o j u dge on e 3 stan dar d is t o c on sider

’

wh at kin ds o f sta tionery an d printing are c omm o nl y u s ed

 LETT ER S AND AD V ER T I S IN G 229

by one s cu st ome rs I f th ey are bu sine ss men an d w rite

’
.

o n ave r a ge b u sine ss p ap e r ave r a ge p ap e r I bel ieve t o be

,

g o o d en o u gh t o w r ite t o t h em o n I f th ey a r e s
. m a ll sh o p
kee p ers an d writ e On p ads with a p encil th e ve ry
,
,

ch e ap e st stationery if go t u p in a neat an d bu sine ssl ike

,

styl e is go o d en ou gh
,
I f th ey are banke rs an d b rok e rs
.

wh o writ e onl y o n th e be st b on d with en grave d h ea ds , ,

it woul d b e a sad e rro r n ot to repl y to th em in th e same

s tyl e .

Bank ers an d b rok e rs sh oul d u se th e be st white b on d

( c l e d a e i b ) w i h eve e ne h e d
‘
o o r p p r s t a o o t ,
s r a t a s en , ,

g r a ve d i f p o s s ib l e . B o n d p p
a e r go o d en o u gh f o r any
sh ou l d be b ou gh t f o r 1 2 cen ts a p ou n d h o weve r an d th e , ,

we igh t nee d neve r excee d six p ou n ds to a r e am o f 500

l e tt e r sh ee ts wh il e five p ou n ds is a go o d we igh t
-

,
.

B on d p ap er c ostin g from 6 cents to 1 2 cents is ve ry

c omm o n an d th e weight is u su all y onl y fou r p ou n ds to
,

th e r eam Of 500 l ett e r sh eets -

.

“ ”
F or p ro ce ss l e tt e rs flat sto c k is mu ch be tt e r th a n

b on d becau s e it give s a be tte r match between th e b o dy

,

o f th e l e tte r an d th e typ e writt en a ddr e ss More ove r .

,

a s it is ch ea p e r p er p ou n d a h eavi e r we igh t is p o ssibl e

,
.

P ap e r five p ou n ds to th e r eam is the l igh t e st th at sh ou l d

be u se d .

I empl oy a very high gra de bl each e d manil a th at c osts

-

me l e ss th an 6 cents a p ou n d an d I get m ore satis ,

f a c tio n fr o m it in eve ry w ay th a n f ro m an y 12 cent -

b on d Ch e ap m anil a wil l n ot do I t rem in ds on e t o o

. .

mu ch o f w rappin g p ap er B u t th e r e are go o d p u re
-
.

wh ite m anil a s I p re fe r a sl ight tint as o f p ar ch ment

.
, ,

amber or even l igh t bl u e b u t th e tint sh ou l d be f aint

, ,

an d n o t at al l p r o n o u nce d A faint tin t h el ps to get a

.

“
g oo d m at ch in a p r o ce ss l e tt e r -
.

In circu l ar work exp en sive p ap ers u su al l y do n ot p ay ,

n o r do I bel ieve mu ch in e l ab o ra t e p ic tu r e s p rin te d in

2 30 HUMAN NA T UR E IN BU S IN ES S
m any c ol ors Neatne ss an d gene ral goo d styl e are the
.

im p o rt ant th in gs Wh at is said c ou nts mu ch more th an

.

th e m anne r o f p rin tin g .

I t u n dou b t e dl y p ays h o weve r t o empl oy th e l atest

, , ,

f ash ion abl e f a ce s o f typ e I f a bu sine ss m an c an n o t get

.

th e s e f ro m h is p rin t e r it w ill p ay him to b u y two or

,

th ree goo d new f a ce s f o r h is p articu l a r wo rk .

An oth e r imp ort ant th in g is in k an d p re ssw ork Many .

p r in t e r s b u y c h e a p in k a n d i
,
t w il l o f t en p y
a a n a dv e r

t ise r e ith er t o b u y h is own in k o r m ake h is p rint e r b u y

,

a ce rtain grade Of in k wh ich he sp ecifie s for h is w o rk .

T h en th e p re sswork sh ou l d be done with a go o d pre s

s u r e an d in k en ou gh u se d t o c o ve r th e f a ce o f th e typ e
,

c ompl e tel y Large bl a ck su r fa ces with th e p ap er sh ow

.

in g th r ou gh wh e re th e ink ou ght t o be a re ve ry Ob jec ,

“ ”
t ion ab l e. T his gr ay p rintin g is du e l argel y to p o or
in k an d th en t o p oo r p r e ssw o rk
,
Ink an d p re sswork
.

c ost ve ry l ittl e an y way an d th e be st is n one too goo d

,
.

T hen it will p ay t o tone do wn intens e bl a cks by mix in g

in 1 5 p er cen t t o 2 0 p er cent r ed o r bl u e wh ich so ft ens
. .
,

th e c ol or an d h arm on ize s th e wo rk m akin g it far e asie r ,

t o th e eye .

Lik ewis e th e tin t o f th e p ap e r sh ou l d be so ft an d t one ,

in w ith th e in k A bl u e wh it e is h ate fu l an d so is a
.
,

dirty wh ite N atu ral tin t or a w arm pu re wh ite is b est

.
, .

Th e l atte r is th e p opul a r c ol o r t o day -

.

ELEVEN

P RE M I U M S

I am th orou ghl y c onvince d th at p remiu ms h ave an im

n i d in b ine by m il h ey m be
p o r t a t p a r t n o g u s s s a
T ay .

o ve rw orke d b u t th e a rgu men t o f s o me h ou se s th at th e

, ,

bu ye r p ays for th e premium an d gets in ferior goods is ,

n o t s ou n d .
 LETT ER S AND AD VER T I S IN G 2 31

An ideal premiu m is on e th at many p e opl e want b u t

i r —
which c osts the g ver ve y l ittl e far l ess th an it woul d
c o st th e r etail p u r ch ase r Fo r ex am pl e New Y ork P u b.
,

lic Op in ion u se d with th e gr e ate st su cce ss a p ort fol io o f

p ic t u r e s t h a t a c t u a l l y c o s t 2 0 cen t s b u t w o u l d f a i rl y
r e tail f o r $ 5 Th e
. save d th e pu r ch ase r w as a grea t

bu sine ss bu il der an d it w as th e ch e ap e st kin d o f

-

bus ine ss bu il der that c ou l d be u se d A b o okca se c ostin g

-
.

$ 1 b u t w o rth at r e tail $ 1 0 if given with a $40 set of

,

b o oks w ou l d be an a dmirabl e w ay Of stimu l atin g sal e s ,

a n d a ch e ap o n e .

Many b u sine ss men give a disc ou nt Of 2 p er cent for .

cash On a $ 1 0 c ol l ec tion I o ff er a b o ok th at c osts me

.

1 0 cents ( 1 p er cent ) al l t ol d b u t wh ich is w o rth at r e

.
,

t ail 7 5 cents p e r cen t ) I t c o s t s. me l e s s a n d p l e a s e s

th e cu st o me r be tte r When I w an t a qu ick c ol l ection I

.

th r e at en in th e b o dy o f my l e tt e r an d soo th e in a p o st
s c rip t by th e Off e r o f a p r em iu m f o r imme diat e p ay

ment Th e l ette r is very sh ort an d simpl e b u t it p ull s

.
,

th e m o ney in .

Wh en y ou h ave t o write Often t o a de al e r fo r exampl e , ,

a b o u t so me th in g o f wh ic h y ou c an say ve ry l ittl e th at is

new th e o nl y p ossibl e w ay t o keep u p th e inte r est o f

,

y ou r l ette rs is t o atta ch s ome p rem iu m o r sp ec ial off e r

o f wh ich y ou c an t al k h a r d an d str o n g an d th at wil l ,

r ou s e an in t e r e s t wh ich y ou c an c ar ry o ve r t o y ou r own

p r o d u c t o f w h i c h y o u s p e a k h a r d a n d s t r o n g in t h e l a s t

p a r t o f y o u r l e t t e r A p.r em iu m g ive s t h e p os s i b il it y o f
c o nstan t n ovel ty .

Th e be st p remiu m is u su all y o n e o f y ou r own m an u

f a ctu re wh ich c o sts y ou th e m in im u m
,
A r eal l y val u
.

abl e Or c ostl y p r emi u m is th e o re ticall y an d practic al l y a

g r a ve m is t ake .

In u sin g a p r emiu m an y tal k ab ou t it excep t to attra ct

,

or fix att en tio n is al so a m ist ake Wh en th e im p ortance

.
2 32 HUMAN NA T UR E IN BU S IN ES S
of th e p r em iu m ve rsh adow s th e a rticl e to be s ol d it is
o ,
“
h igh t ime t o c u t th e p r em iu m o u t en tir el y )
In gene ral a p r emiu m is a sol id m at e rial form o f th e
, ,

a dve rt isin g c at ch l ine an d it is j u st a s wel l w o rth wh il e

-

f o r the a dve rtisin g m an age r t o sp en d h is t ime h u ntin g

f o r a go o d p re mi u m as f o r a go o d a dve rtisin g catch line -
.

L et t er t o Get a T ria l Wh o l esal e O rde r on A ppro v al

P re m iu m

FR EE
On e D oz en Wh isk B ru sh e s with B ro om Order
L ee S t ewa rt , Lt d .

H al if ax
Dear S 1r
You r cu sto me rs wan t GOOD H OU S E BR OOM S the -
,

be st b r ooms m a de .

We can su ppl y what are u nqu e stion ably th e be st

b room s m ade in Can ada f or exa c tl y wh at y ou are p ayin g
f o r o rdina ry c o mm o n b ro o ms .

Ou r b r oo m s ar e u n u su al l y f ree f ro m s ee ds .

T hey do n t h ave h ard stick s instea d o f b ro om c orn

’
-
.

Th e c ol o r is p e r fec tl y n a tu ral .

“ ”
Ou r Littl e P oll y is a l igh t b r oo m with a dan dy
h an l ol o r w o n t c o me Oif in yea rs so me th in g th at is
’
,

t ru e o f n o o th e r b r o o m h an dl e we eve r saw
-
.

We want t o get a cqu aint e d with y ou we w an t t o —

nu mber y ou am on g o u r f rien ds an d t o th at en d w e are ,

p r e p a r e d t o m ake a s p ec ial L IB ER A L OFF E R f o r a

t r ial o r de r .

We w il l incl u de ONE D OZ EN GOOD WHI S K

BR OOM S free Yes FR EE .
, .

T h e l ett er o n p a g e 2 2 6 w o u l d b e c o n s i d ered b y m o st p u b l i s h er s a s
a f a i r i l l u s t ra t i o n o f t h i s f a u l t I t w a s s u c c e s s f u l in s el l i n g nl in g
—
.

c a b i n et s b u t h o w m u c h v a l u e w ou l d t h e s u b s c ri p ti o n s h ave ? Ea c h
m a n mu s t j u dge f o r h im sel f .
 LETT ER S AND AD V ER T I S IN G 2 33

On five do zen
-
o rd r
e ( asso rt ed as y ou l ike ) we p ay
fr eigh t .

I f y ou l ik e u s an d w ish t o k ee p on an d u se 2 5 doz en
at var io u s t ime s w ith in a ye ar , we wi ll t ake OE 4 per cent .

special disc ou n t fo r qu antity .

—
We sh ip A T OUR OWN RI S K y ou c an send back
at o u r ex p en se a ny th in g at an y t ime wh ich y ou do n o t
, ,

fin d entir el y s at isfa c tory .

S o it c o sts y o u ab sol u tel y n oth in g inv ol ve s n o risk ,

wh atever for y ou t o m ak e th e trial an d y ou m ay b e so

, ,

wel l pl e ase d y ou will be sorry y ou didn t kn ow us years ’

ago .

Ju st fil l ou t encl o se d r e tu rn p ost c ar d an d l et us h ave -

it by th e next ma il Wo n t y ou ? A sk y ou r wife ’
. .

S h e l l tell y ou t o
’
You rs for Go od B rooms
.
,

TW ELV E

WHA T CA N A N D WHA T C A N N O T B E DO N E B Y
MA I L
Many fail u re s are m ade bec au se p e opl e do n ot u n de r
s t an d th e ra n ge o f p o ssibl e a cc o m p l ish ments — wh at can
an d wh at c an n o t be do ne .

F irst l ette rs are at best far we ake r th an p e rson al c an

,

v ass in g so i f c all in g o n c u st o me rs w il l get 7 5 p er cen t

,
.

o f o r de r s w r it in g l e tt e rs sh o u l d get ab o u t 7 p e r cen t
,
.

Canv a ss in g l e tte rs h ave t o be s en t ou t 500 o r or

m or e at a time t o m ake th e r e su l ts ob servabl e wh il e ten ,

“ ”
c al l s will give a go od l ine on an y p rop ositio n .

Canva ssin g by m ail h as th e a dv an ta ge th at it may be

do ne on a sm al l o r a l ar ge s c al e w ith p r o p or tion at e r e
su l ts an d th at th e gen iu s o f o n e m an m ay be su ffi c ien t
,

f o r su cce ss wh e r e as a p e r son al c anva ss r e qu ir e s an o r

,

n iz t i o n o f men o f t a l en t a n d su ch an o r gan iz ation is

g a a ,
2 34 HUMAN NA T UR E IN BU S IN ES S
ve ry difficu l t to secu r e in th e first pl ace an d still h ar de r ,

t o m ain ta in .

Th e disa dv an tage s o f c anva ssin g by mail are th at r e

su l ts ar e l im it e d Th e nu mbe r o f p e rio dic als in wh ich it
.

w il l p ay t o a dve rtise is inva riabl y circu ms cribe d T en .

p e r cen t .o f p ay in g r e p l i e s t o a c ir c u l a r l e tt e r ,
even o n

a ve ry l o w p r ice d p r o p o sitio n is u su al l y th e ex tr eme an d

-

, ,

5 p er cent is c o n side re d go o d
. On a $ 1 0 p r op o sitio n
.

1 p er cent is f air 2 p er cent m o st excell ent

.
,
. With
.

'

su ch a p r o p o rtio n th e nu mbe r Of n ame s y ou can get is

,

n ot l a rge en ou gh f o r m aximu m r e sul ts as c o m p a r e d

with p e rson al c anv assin g in wh ich th e p e rcenta ge o f

,

r etu rn s is m u ch h igh e r .

Wh en tw o o r m o r e diEer en t p e rs ons h ave to get to

g e th e r t o d ec id e a qu e st i o n i t
,
is Of t en ve r y di ffi c ul t t o

a cc o m pl is h anyt h in g by l e tt e r bec au s e y ou can n ot p o ssi

,

i
b l y kn ow wh o is th e k ey t o th e s tu at on th e m an wh o i —
in r e al ity h as t o be p e rsu a de d In sol icitin g newsp ap e rs
.

I fou n d th e be st l e tte rs ine ff ective becau se th e bu sine ss

m an age r the m an agin g e dit or an d th e p rop riet o r u su all y
, ,

h a d t o agree be fo r e an o rde r w a s given P erso n al c al l s

.

on th e s e sa me p e o p l e b r o u gh t o r de rs bec au se we c ou l d

th en fin d ou t wh ich o n e w as f av o rabl y disp ose d an d

wh er e the h itch w as an d u se th e favorabl y disp o se d m an
,

t o o ve r c o me th e m an w h o m a de th e h it ch . UNL ES S
 LETT ER S AND AD V ER T I S IN G 2 35

I f it is p ossibl e t o get an o rde r from eve ry sec on d m an

o r h ou s e y ou visit, p e rso n al s oli c itation is f ar c h e ap e r

th an m ail sol icitation I f or ders are mu ch sc atte re d

.
,

m ail sol icitation is obviou sl y ch e ap e st With m o st .

manu fa ctu re rs a c omb ination o f b oth meth o ds is u su al l y

—
de si rabl e p e r son al s ol icitat ion in t own s l e tte r sol icita ,

t io n in th e c ou ntry o r pl ace s wh e r e it is n ot ec on omic al

t o travel .

In c ove rin g a given t e rrito ry by m ail it is nece ssary ,

t o c ou n t a t l e ast t en l e tt e rs t o eve ry sin gl e p e rs o n al visit ,

an d each l e tt e r mu st h ave s o me th in g f re sh ab o u t it at

th at .

If bject is at all ou t o f th e o r din ary it is imp or

a su ,

t an t t o p r e p ar e c u st o me rs f o r p e rso n al v isits by l e tt e r
e du cation s ince it is mu ch e asie r t o p u t a cl ever argu
,

ment in wr iting th an t o t e a ch it to a sol icit or The .

a ve ra ge c anva sse r o r tr ave l in g m an is u su al l y n ot su c

c ess fu l exce pt w ith a ve ry sim p l e st ory wh ic h h e can

r e p eat m any t ime s I t is e asie r t o m ail a mill io n l ette rs

.
.

than t o t each an ar gu ment t o on e hu n dre d canva sse rs .

I mpo rtanc e of T es t in g Ev ery L et t er or Piec e of

A dv ert is in g

P e opl e may say wh at th ey l ik e a dve rtisin g h as an el e

,

ment o f ch ance in it wh ich c an n ot be el imin at e d I t is .

m o re o r l e ss o f a gambl e in on e sen se o f th e w ord onl y .

T h is m ay f ail an d th at m ay su ccee d an d n o m an can ,

t ell in a dvance wh at th e r e su l t w il l be ; b u t it is t ru e o f
all b u sine ss th at s o me ventu r e s p ay an d so me do n ot .

We try on th e smal l e st p ossibl e sc al e e ach new idea

, ,
.

T h ose th at su ccee d on a sm al l sc al e we try on a l arge r ,

an d th o se t h at fa il in th e ex p er iment al st age w e ch a rge

OE t o t h e gene r al a dve rtisin g ex p en ditu r e .

By systematic exp e riment it is p ossibl e to p rove

cl earl y wh eth er a th ing c an be adve rtise d o r n ot I f you .
2 36 HUMAN NA T UR E IN BU S IN ES S

p r o ve th at it c an n ot be p rofitabl y a dve rtise d th at is on e ,

f orm o f su cce ss I f y ou fin d ou t by r e p e at e d ex p eri

.

men ts wh at is th e be st w ay o f a dve rtisin g with o u t r isking

m or e th an is ab sol u t el y nece ssa ry th en y ou c an go ou t ,

o n a l arge s c al e an d be s u r e o f fin al p r o fit .

I t is p ossibl e t o fin d ou t a t sm al l ex p en ditu r e s ay $ 50 ,

t o $ 500 wh e th e r a su cce ssfu l w ay c an be f ou n d o r n ot

, .

I f y ou a r e n o t to su ccee d y ou wan t t o kn o w th at j u st
,

as mu ch o r even m o r e Th e t r ou bl e is th at m any bu si
.

ness men think eve ryth in g l o oks p rom isin g don t see ,
’

h ow th ey can f ail an d go ah e a d as if th ey knew th ey

,

wou l d su ccee d T h en to th e ir su rprize th ey f ail an d

.
,

whe r e th ey m igh t h ave fou n d ou t fo r $50 th ey h ave ,

sp en t $500 o r i f th e ex p e rimen t c ou l d h ave been m a de

,

f or $ 500 th ey h ave sp ent

,

In the case o f eve ry c ircu l ar l ette r a t e st is al so im

p o r t an t. O n e c o nce r n th a t s en ds o u t f o u r m il l io n l e tt e r s

a ye ar k ee p s on e m an b u sy al l th e t ime w ritin g l e tt e rs
an d c irc u l ars an d tryin g th em o u t
,
No t on e l e tte r in.

t en r e al l y p ays B u t wh en th e o n e ou t o f th e t en can
.

be sent t o a l ist o f from five th ou san d to five hu n dre d

th ou san d a go o d p rofi t is m a de ou t o f it
,
.

Fu t il it y of t h e Co n ve nt io nal Fo l l o w U p -

The re seem to be three ste ps in th e devel o pment o f a

b u sine ss man toward acqu irin g a prop e r foll ow u p by -

l etter .

A vast nu mber o f bu sine ss men p ay l ittl e or n o atten

t ion t o an swe rin g inqu irie s Many l ette rs th ey do n ot
.

an swer at al l Wh en nece ssary th ey w r ite a few w or ds

.

th em sel ve s with a p en Th e fi r st sign o f p r o gr e ss seems

.

t o be b u yin g a typ ewrite r an d em pl o yin g a typ ist This .

p r o vi de s th e m a chine ry f o r a n swe r in g all l e tt e r s th a t

c ome in ; b u t th ou san ds wh o do h ave th is m a ch ine ry for
an swe r in g l e tt e r s do n o t go an y fu rth e r th a t is th ey , ,

never f ol l ow u p the inqu iries th ey r eceive .

 LETT ER S AND AD V ER T I S IN G 2 37

Th e ec on d s tep seems u su all y t o be th e writin g o f a

s

b rie f l e tte r askin g why th e first on e w as n ot an swe re d .

T his is devel o p e d o ften into a serie s o f th ree l etters o r ,

p oss ib l y five T h e b u sine

. ss m an a pp l ie s t o a n a dv er

t isin g m an o r l e tt e r ex p ert t o w rit e f o r h im a se rie s o f

-

f o l l ow u p l e tt e rs
-
Th e fir st a nswe r t o an inqu iry is a
.

s al esm a n l ik e l e tt e r a cc o mp a n ie d wh en nece ssar y wi th a

,

c ircu l a r o r c atal o g an d t e stim on ial s o r p ro o f o f so me s o rt ,

a n d p r o visio n f o r e a sy o r de r in g B u t th e s ec o n d a n d .

th ir d l e tte r s w ritten u n de r su ch c o n diti o ns al m o st in

v ariabl y are we ak r ep etitio ns o f th e first l e tter an d ,

Ob se rv atio n w il l sh o w th at th ey b r in g l ittl e or n o b u si

ne ss .

I wou l d neve r empl oy an y exp ert to write a se rie s Of

th r ee l e tte rs f o r me a t o n e t ime A m an exh au sts h im .

s el f in wr itin g th e fi r st l e tt e r if h e m ake s th a t l e tt e r wh a t
,

h e ou ght t o an d th e su ccee din g l e tt e r s simpl y c an n o t be

,

o f r e al v al u e .

Th e o nl y w ay t o get a goo d sec o n d l e tt e r is t o w ait

u nt il y o u can th ink o f so me qu it e new me th o d o f m ak in g

an ap p eal an d go in g o u t th e sec o n d time w ith even m o r e

'

v igo r m o r e c o m pl e t ene ss a n d cl eve r e r dev ice s th a n th e

, ,

fi rs t time T e st th at l ette r j u st as th e fi rst is t e ste d an d

.
,

if it do e sn t p u ll ce r tainl y do n ot c on tinu e t o s en d it
’
,

ou t . D rop it an d try t o th ink o f s ome o th er sch eme .

Ma k in g an A rgu m e n t in B it s
Wh en the imp ortance o f th e bu sine ss is su ch th at it
nece ssaril y take s th e cu stome r so me time t o m ake u p h is
m in d as for ex ampl e wh en an ex p en sive m ach ine is t o be
, , ,

b ou ght fo r wh ich m oney h a s t o be sp ec iall y p r ov ide d o r ,

a r e gu l a r cu st o me r o f a c o m p e t it o r p l a c in g o r de rs al l th e

t ime h as t o be w on o ve r t o a new c once rn o r a nyth in g ,

th at take s t ime t o be dec ide d a s e rie s o f l e tt e rs is in ,

ev it ab l y r equ ir e d j u st as a sal e sm a n w ill go an d t al k

,
2 38 HUMAN NA T UR E IN BU S IN ES S
a b ou t the m atte r a l ittl e t o day ,
an d a l ittl e m o r e th e
-

nex t an d s o on
,
.

In th at c ase it is nece ssary t o get th e att entio n o f th e

p r o s p ec t ive c u s t o me r by so me o r igin a l a d ve rt is in g
dev ice an d o nce th at h as been s ecu r e d th e ex t en sive
, ,

s ell in g a r gu men t m u st be m ade a l ittl e at a t ime as th e ,

m in d o f th e cu st ome r c an dige st it with a rt fu l rep e ,

tition s so th at n one o f th e p o in t s a r e f o r go tten an d ,

final l y at th e r ight t ime a dete rmine d eEort m a de t o

cl ose T h is is me rel y s p r e a din g th e origin al sal e s argu
.
-

ment o ve r a p e rio d Of t ime b u t th e wh ol e will c orre

,

s p o n d t o th e sin gl e c o m pl e t e e Eo rt in on e l e tte r wh en it

is p ossibl e by on e l ette r t o cl o se a s al e .

S ea s o n a l Ca nv as s in g

A l ist o f n ame s ob ta ine d by adve rtisin g m ay Oft en be

w o rk e d again f or ye ars on th e gene ral th e o ry th at if a
,

man is n ot r e ady t o b u y this year next au tu mn h e may ,

be in th e m arke t an d if h e is you sh ou l d be on h an d to
,

tak e his o r de r .A l so if on e o ff e r did n ot qu ite f e tc h

,

him p e rh ap s some sl igh tl y diEeren t o ff e r w il l be m o re

su cce ssfu l . Or it m ay be th at h e w as to o b u sy t o re a d
you r first l ette r an d will get you r sec on d third f ou rth , , ,

o r fi fth at s o me p sych ol o gic al m o men t wh en h is f a c u l tie s

wil l re sp on d B u t in all su ch c ase s e ach l e tte r sh ou l d be

.
,

c ar e fu ll y th ou gh t o u t o n its o wn b asis n o r e fe rence ,

usu al l y sh ou l d be m a de t o a ny th in g go ne be fo re an d ,

th e effic a cy o f th e l e t te r p ro ve d be fo re it is s ent ou t t o
m or e th an 500 o r

A ss ignm ent XX . Ex e c u t in g a S al es Ca mpaign

Th e p re p ar ation m ade in th e p rece din g assignment

we wil l n ow carry ou t in det ail with a view to m akin g

it win .

H ar d th in k in g is a b sol u tel y necessary to bu siness

 LETT ER S AND AD V ER T I S IN G 2 39

su ccess an d we mu st l e arn to do a l ittl e w ork with

,

extreme c ar e an d th ou gh t rath e r th an mu ch w ork su p er .

fic iall y . Th e w o rk o f th is assignment done su p e rfic ial l y

c an be n o th in g b u t a f ail u r e Al m ost an u nl imi te d
.

am ou n t o f time c an be pu t into an inten sive stu dy goin g ,

t o th e p o ssibl e cus t ome rs in p e rson t al k in g t o th em so ,

as t o get new p o ints o f vi ew o r new p h ra se s an d th en ,

r ewritin g th e f ew imp o rt an t l ines wh ich a re o u r task .

T h is wil l be a cir cu l ar l ette r t o be m ail e d to a l ist .

F irst we wil l p r e p are a p ara graph to cre at e de sire

,

f o r th e gene ral th in g o r ide a which is th e Object of ou r

sal e s eEo rt .

S ec o n d we will p re par e a p ar agraph b riefly sta tin g

,

in wh at w ay th e th in g we h ave t o OEer wil l f ul fil th e

de sir e we h ave c rea te d .

T hird w e wil l p r ep ar e a p aragraph givin g th e best

,

p r oo f we c a n g a th e r a n d th is m,
a y be s u pp l emen t e d by
a c ir c u l a r c o n ta in in g a s m al l c o l l ec t io n o f go o d t e sti

m o nial s or p roo fs o f some c onc re t e kin d .

F ou rth w e will p r ep ar e a pl an fo r m aking o rderin g

,

e asy sa fe an d qu ick with an o r der c ar d if nece ssary

, , , ,

an d a cl inch in g p ar a gr ap h t o cl o se .

Ea ch o f th e s e it ems sh ou l d be m a de th e sol e stu dy o f

n o t l e ss th a n o n e day a ft e r a p r e p ar at o ry day s p ent o n
,

th e c o rr e sp o n din g s ec tio n in th e t ex t .

T h en w e wil l r e sh ap e o u r a dve rt isement an d a fte r ,

do in g so p r ep a r e l e tte rs to tu rn th e inqu irie s rece ive d

in t o o r de rs T h is will be a new c ompl ete sal e s l ette r
.
,

b ase d on ou r cir cu l ar .

F in all y l et u s pl an a sal e s l etter new in ch ara cte r

, ,

an d w o r din g with wh ich we u se a s mal l p r em iu m t o get

,

qu ick a ction .

A m on th may well be sp ent in doin g th is a ssignment

o ve r an d o ve r u n til th is o n e typ e o f l e t t e r o n th is o n e

sub ject can be writt en su p remel y wel l .

2 40 HUMAN NA T UR E IN BU S IN ES S
S u cce ss with th is w o rk wil l de p en d t o a l a rge exten t
o n se l ec t in g a l ine o f b u sine s s o r a p a rt ic u l a r su bjec t

fo r sal e s l e tte r wr itin g on wh ich th e stu dent c an fin d

-

su Eic ien t m ate rial . T h ose wh o h ave h ad bu sine ss ex

p e r ien c e m a y c h o o s e t h e l ine s o f b u s ine s s t h ey kn o w ;
b u t th o se wh o h a ve n o t m ay p e rh ap s be st t ake u p th e
p p
r e a r a t io n o f c ir c u l a r s a n d l e tt e r s t o s ell th is b o o k.

A t th e en d Of P a rt V o n P e rso n al S al e sm an sh ip wil l
be fou n d a c ompl e te c anvass fo r th e s al e o f th is b o ok ,

an d th r ou gh th e p r ece din g p a ge s o f th e t ex t th e r e a re

nu me r ou s l ette rs th at we re actu al l y u se d f or a simil ar

objec t .

Th e m o st u se fu l ma te rial h oweve r w il l be th at wh ich

, ,

th e stu dent c an fin d f o r h im sel f th r ou gh h is c ar e fu l

stu dy o f th e b o o k ,
an d th en go in g o u t an d c a nv assin g

bu siness men an d oth e rs t o p u r ch ase it Th e sal e s l e tte r .

-

write r w ill neve r su ccee d u n til h e fo rms th e h ab it o f

g o in g o u t t o s ee e
p p o l e w i th h i s o w n eye s a n d ge t tin g
h is in fo rma tio n a t fi rst h a n d . I t is o nl y first h an d in
-

fo rm atio n tha t can be fu ll y rel ie d o n .

 MER C H A N D I S IN G
MERCH AN DIS IN G c on sists in fin ding ou t wh at p e opl e
want an d wh e r e th ey w an t it th en in p r odu cin g th e
, ,

g o o ds o r s e r v ice s in a s a tis f a c t o ry m a nne r a n d fin all y ,

in s el l in g th em at a p rofit by sal e sm an sh ip an d a dv er
t isin g Unl e ss th e first two c on ditions are r ight n o p er ,
.

m anent su cc ess c an be exp ecte d f ro m th e s ell ing en d ,

h oweve r cl eve r it m ay be Making p e opl e t ak e in diEer

.

en t goo ds at a h igh p r ice m ay sh o w su cce ss fu l sal e sm an

sh ip b u t it is ve ry p oo r me r ch an disin g f o r it is ce rta in
, ,

th at so one r o r l a te r th e sin s o f th e s e p e o pl e wil l fin d

th em o u t an d th ey w ill p ay th e p en al ty NO m o re mise r .

ab l e m an exists t o day th an J oh n D
-
R o cke fell e r w ith
.
,

all h is we al th Wh il e h e go t th e m oney h e fin ds h im
.
,

s el f in th e p ecu l iar p o sitio n o f n o t be in g ab l e t o b u y

th at f o r wh ich h e got th e m o ney M oney is an ab sol u te

.

de ad we ight un l e ss y ou c an m ake it b u y wh at y ou want .

A Go o d B u s in es s in a Go o d L o c at io n

Th e first c on ditio n o f c omme r cial su cce ss l ie s in fur

n ish in g p e o pl e wh a t th ey r e all y w ant su p pl y ing so me ,

nee d o f the ir n atu re s ; an d cl osel y wr apt u p with th at

is gettin g a go o d l o c a tion A Ge rman w om an with h er
.

hu sb an d c ame t o New Yo rk a f ew ye ars a go an d o p ene d

a r o om in g h o u s e -
I t w as in a ve ry c onvenient p osit io n
.

wh e re the deman d was stron g I t h ad neith er taste n or .

u nu su al cl e anl ine ss two o f th e thin gs that make a

,

ro om in g h ou se su cce ss f ul b u t it did h ave a wel l ch osen

-
,
-

l o ca tion T his German woman speaking b rok en En g

.
,

lish an d u gl y in app earance ap p rec iate d this an d

, ,

r en t e d a n o th e r h ou se in a goo d l o c at io n In fou rteen .

years sh e was abl e t o o p erat e th ree h ou ses an d owne d ,

2 43
2 44 H UMAN NA T UR E IN BU S IN ES S

tw o of th em
In m ost r etail bu sine sse s l o cation is th e
.
,

most im p ortan t p oin t In n ation al bu sine sses l o ca tio n

.
,

c ou n ts f or l e ss A p ap e r pu bl ish e d in Au gu sta M aine

.
, ,

a tta ine d t h e l a rge st c ir cu l a tio n o f any p e rio dic al in its

day . Lo c atio n at a cen tr al p o in t l ike New Yo rk o r

Ch ic ago is a go o d thin g b u t it is n ot e ssen tial
, Chic ago .

h as th e m ail o r de r h ou se s in l arge st nu mbe r bec au se it

-

is a ne arl y u n ive rsal r ail r o a d cen t e r eve ry exp r e ss c om

-

p a ny b u t o n e o p e r a t in g d ir ec t l ine s o u t o f Ch i c a go w it h
m inimu m r a te s Wh il e sh ip ments ou t o f New Yo rk m or e
,

frequ en tl y h ave t o be tran s fe rr e d to o th e r l ine s .

Ne ith e r is it a m atte r o f wh a t p e opl e ou gh t t o w ant it ,

is wh at th ey do w an t I t is p artl y a m atte r o f m ak in g
.

them t ak e th e r igh t p o in t o f view b u t p rima ril y it is a ,

matte r Of th e ir u ncon sciou s nee ds at a given time with a ,

g iven p e r s o nal d eve l o p men t a n d a g iven,

a tt itu d e o f
m in d which h as bec ome ch ara ct e ristic o f th e n ation or the
c ommu nity Wh at w ou l d be goo d bu sine ss in th e Un ite d
.

S tate s m ight n ot be go o d bu sine ss in En gl an d or F ra nce ;

an d wha t is go o d b us ine ss in I l l in o is Oft en is n o b u siness

a t al l in New En gl a n d Even a dj o in in g c itie s diEer

. .

We mu st kn ow c on dition s as th ey real l y exist at a given

time in a given pl ace be fo r e we kn o w wh e th e r a given
bu siness is capabl e o f genu ine an d p e rm anent su cce ss
o r n ot S al e sm an sh ip an d a dve rtisin g are us el ess u ntil
.

th ose p o ints ar e s atisfa ct oril y s e ttl e d .

C l a s s es of B u s in es ses
Me rch an di sin g in general is divide d into three cl asses ,

manu fa ctu rin g wh ol e sal in g o r j obb in g an d r etail in g

, ,
.

Manu factu rin g is u su al l y o f some sp ecial ty or o f a lin e ,

Of goo ds ( diEer en t a rt icl e s o f th e same gene r al kin d )

wh ol e sal ing or j obb in g is u su all y centr al dis tribu tion

o f m any diEer en t a rticl e s t o de al e rs wh o w il l r e sel l at

re ta il o r t o ve ry l a r ge u se rs ( it de p en ds al m ost entirel y
,
 M ER CHANDI S IN G 2 45

on t he convenience an d saving in co st o f p ackin g sh ip ,

p gin ,
a n d c o ll ec t in g p y
a f o r t h e go o ds ); a n d fin a l l y
r e tail in g is s e ll in g in sm all l ots t o a c tu al c onsu m ers
, .

On e j obbe r m igh t fu rn ish a gr o ce r with al l o r nea rl y al l

th e diEer en t kin ds o f goo ds h e m igh t w ish to sell ,

wh e re as if th e r e tail e r h a d t o b u y th e se goo ds from fi fty

diEeren t m anu fa ctu re rs it w o u l d c on su me a gr e at am ou n t
o f t ime to do th e b u y in g He w oul d h ave t o h ave fi fty
.

diEeren t s mal l sh ip men ts in st e a d o f on e b ig gene ral ,

f re igh t sh ip ment an d m any sm al l sh ipments are al ways

,

exp ensive an d inste ad o f p ayin g on e b il l h e w oul d h ave

,

t o p ay fi fty an d th at m ight be u n sa f e f o r th e m anu

,

f a ctu r e r f o r it is b oth diffit

,
an d ex p en sive t o c ol l ect

s m all acc ou n ts A t th e same time th e wh ol e sal e r c an

.

n ot s ell t o th e c on su me r bec au s e h e mu st s ell t o th e

,

de al er at wh ol e sa l e p rice s an d if c on su me rs c oul d get

,

wh ol esal e p rice s th ey wou l d n ot p ay r e tail prices ; s o ,

t o p r o tec t th e s m all de al e rs th e wh ol e sal ers usu all y

,

r e fu s e ab sol u t el y t o s ell t o c on su me rs at al l .

Mo de rn ch an ge s an d vari ations on this ol d an d wel l

e stabl ish e d ch a in h ave bec ome nu merou s .

F irst th e l arge de p art ment store s h ave u n ite d s eve ral

,

diEer en t r e t ail b u sine sse s u n de r on e roo f a s a dry go o ds ,

s t or e
,
a fu rn itu r e st o r e a jewel ry sto r e
,
a h ar dware ,

st or e a gro ce ry st o r e an d s o on
, ,
Th is w as c onvenient
.

f or th e re tail p u r ch ase rs in j u st th e same w ay th at the

wh ol e sal e e stabl ish ment w as c onvenient f or th e r e tail
de al e r T his el ement o f c onvenien ce b r ou gh t l arge
.

nu mbe rs o f p e rso n s t o th e dep artment st ores an d e a ch ,

Of th e ir r e t ail de p artmen t s s ol d m or e goo ds th an an y

sin gl e sm al l r e t a il st o r e Th e de p a rtmen t s tor e dis

.

c ove re d an d ma de gene ral th e u se Of m o de rn adver

t isin g wh ich in tu rn en o rm o u sl y inc r e a se d th e wh ol e
,

vol u me o f bu sine ss Th en in tu rn th e l ar ge depart ment

.

s t o r e fin din g th at it c ou l d sell l arge qu an titie s o f go o ds

, ,
2 46 HUMAN NA T UR E IN BU S IN ES S
wish e d t o b u y th em direct from th e m anu f actu re r at th e
s a me p rice th e m anu fa c tu r e r qu ot e d t o th e j obbe r At .

fi rst th e m anu fa ctu r e rs p rotecte d th e j obbe rs bu t so on ,

s o me manu fa c tu r e rs cu t ou t th e j obbe rs al t o geth e r an d

s ol d excl us ive l y t o th e r e ta il deal e rs e sp ec ial l y th e l arge ,

de p a rtmen t stor e s Oth e r m an u fa ctu r e rs still stick to

.

th e j obbe rs an d r e fu s e t o do b usine ss except throu gh

,

th e j o bbers .

S ec on d m a il orde r bu sine sse s s ell at r e ta il direct t o

,
-

c onsu me rs b u t tak e an d fil l orde rs onl y at a dist ance

, ,

g e t tin g t h e ir o r de rs t h r ou gh t h e ma il a n d m a k in g d e

l ive ry th rou gh ex pr e ss o r f re ight in ste a d o f by sp ec ial

r e t a il d el ive ry wa go n s su ch a s t h e de p artment st or e s use .

In stitu tions l ike S e ars R o ebu ck Co

,
Montgome ry .
, ,

Wa rd Co th e N ational Cl oak an d S u it Com p any etc

.
, ,
.
,

are r e al l y de p artmen t st o re s makin g n at ional del ive ries

inst e a d o f l o cal del ive rie s .

Th ird man u fa c tu re rs o f articl e s which sell at a

,

r el at ivel y h igh p rice with a goo d m argin o f p r ofit su ch

, ,

a s typ ewrite r s o r a ddin g mac h ine s s ell di rec t t o th e

-

c onsu me rs by natio n al a dve rt ising with del ive rie s

throu gh th e ma il s o r l o cal l y f ro m b r anch h ou se s e ith e r ,

with or with ou t agents o r p e rsonal sal esmen S u ch .

bu sine sse s are cal l e d sp ecial ty .

In al l th e se b u sine ss e s th e c ost t o manu factu re th e

,

a rticl e mu st h ave a dde d to it th e c ost o f distribu tion in

any on e o f th e w ays in dica te d an d l ikewise the c ost o f ,

s ell in g be f o r e it is p oss ibl e t o fi gu r e th e p ro fit

,
An .

a rticl e s el l in g f o r a dol l ar r e t ail m ay c o st 2 0 cen ts t o

manu fa ctu re 2 0 cen ts f or distribu tion an d 40 cents to

, ,

s el l l eavin g o nl y 2 0 cen ts p r o fit
,
P e rh ap s th is 2 0 cents .

is gross p r ofit n o t c ou n t in g th e time o f th e h ea d man n o r

,

in te r est on th e m oney h e h as inve st e d t o fin d ou t wh at

t o s ell an d h ow t o sel l it s o th at h is n et p r ofit is b u t
,

5 c ents . DiEeren t k in ds o f goo ds h ave diEeren t pro

 M ER CHANDI S IN G 2 47

p o r tio n s o f exp ens e in th e diEeren t divisions T extil e s .

m ay c ost f or m at e rial s an d l ab o r ab ou t on e th ird o f th e -

wh ol esal e s el lin g p rice on e thir d go e s to th e ove rh ea d

- -

c ost s th e inve stment in th e f a cto ry bu il din g inevitabl e

, ,

l o sse s et c ; a n d on e th ir d t o s ell in g an d p ro fit
,
.
-
A n et .

p r o fi t o f 5 p er cen t i s o f t en c o.n s ide r e d g oo d w h il e 7 ,

p e r cen t t
. o 1 0 p er cen t is ex t r a g o o d T.h e c os t o f .

p pa e r ,p r in t in g a n d b in,
di n g o f b o o k s m ay be a b ou t On e

fi fth th e disc oun t t o th e r e tail de al e r ab ou t on e th ird

,
-

1 0 p er cen t m ay go t o th e au th o r as r oyal ty an d th e
.
,

r e st go e s t o gene r al ex p en se s Of v a r iou s k in ds incl u din g ,

a dve rtisin g an d s el l in g wh ol e sal e inve st men t in pl at e s , ,

e dit o rial s e rvice s etc an d if th e ave ra ge n et p rofit is

,
.
,

1 0 p er cent it is c on side r e d very l a rge whil e 5 p er cent

.
,
.

is acce pte d as goo d .

C o l l e c t io n s an d Credit s
F irst a man mu st get th e nece ssary capital to start
,

h is bu sine ss Of c ou r s e if h e is a manu factu re r h e

.
,

mu st e stabl ish h is fa c tory if h e is a wh ol e sal e r or re ,

t ail e r h e mu st p u t in h is st o ck o f goo ds b u t in a ddit ion ,

t o t h at h e mu st p ay f o r h is o ffice equ ip ment f o r cl e rical -

s e rvice s o f v a riou s k in ds du rin g th e p e rio d h e is e stab

l ish in g h is b u sine ss wh en h e c an n o t h o p e t o m ake any

p r o fi t a
,
n d f o r l o ss e s o n t h e m ist a ke s h e m ake s be f o r e
h e ge ts h is me th o d Of do in g bu sine ss j u st r igh t Be gin .

ne rs Oft en f ail t o t ake th e se thin gs into c onside ration .

Th e exp en s e o f b o o kkee p ing an d th e l o sse s on c ol l ec tio ns

ar e a m o n g th e m o r e imp o rt an t items th a t mu st al w ays

be r eck one d on .

B u sine ss w ith r etail deal ers is l argel y done on cre dit .

Th e me rc antil e a genc ies Du n s an d B ra dstr ee t s p u b

’ ’
, ,

l ish en o rm ou s b ooks in wh ich de al e rs w ith an inve stment

o f n o m or e th an $ 500 ar e given a r a tin g b oth as t o th e ,

am ou nt o f p r op e rty th ey h ave an d as to th e way in

2 48 HUMAN NA T UR E IN BU S IN ES S
which th ey p ay th e ir b il l s T his in form ation is col.

l ec ted f ro m al l ove r th e c ou n try by p e rs on al agents, an d

t h e b o o ks are c or r ec te d eve ry th r ee m o n th s S til l m o re .

d e t a il e d r ec o rds ke pt on fil e in th e Offi ces o f th e se

a re

a genc ie s an d f o r 50 cen ts th ey will f urn ish th e ir su b

,
“
s c ribe rs w ith a sp ec ial r e p o rt T h ose wh o do n ot feel
.

abl e to su bscribe to th e se l arge a gency b ooks m ay con

su l t th em at th e ir b anks With th e se me r cantil e r ep o rts
.

a s a st a rtin g p o in t -
th e l arge wh ol e sal e rs an d m anu
,

f ac tu rers gath e r su ch sp ec ial in form ation as th ey ar e

abl e to obta in th rou gh o rgan iz ations o r asso ciation s o f
c re dit men wh o exch an ge in fo rma tio n f or th e ir c o mm o n
-

benefit Cre dit is u su al l y 30 or 60 days w ith a sm al l dis

.
,

c ou nt f or ca sh in t en days sa y 1 o r 2 p er cen t ,
I t cost s .

m ore th an 2 p er cent t o c ol l ect acc ou n ts wh ich ru n

.

l on ge r than th a t as th e str o n g d e al e rs with pl enty o f

,

m oney al ways take th e c ash di sc ou nt You can s ee th at 2 .

p er cen t f o
. r 3 0 d ay s i s 2 4 p er cen t f o r a ye a r f o r t h e
. u se

o f m oney Any bu sine ss man wh o can b orr o w m oney at

.

the bank at 6 p er cent wil l dis c ou nt h is b ill s an d if h e

.
,

do es n ot dis c ou n t h is b ill s h e is e ith e r a p o or b u sine ss

m an or h e is ve ry sh o rt o f m oney an d so f or the time
be in g wil l in g t o p ay wh at a m ou n ts to ru in ou s int e re st .

Wh en cre dit f or m o r e th an 60 days is given it is u su all y

by a cceptin g p r omissory n o te s at 90 days ( th ree m onth s )
o r o cc asio n al l y f ou r m o n th s Wh en th e se n ote s are
.

g iven by a d e al e r w h o h a s g o o d c r e d it an d en d o r s e d b y ,

a wh ol e sal e r o r m an u fa c tu r e r w h o h as goo d c re dit th e ,

b anks wil l disc ou n t th em de du cting usu all y on th e ,

b asis o f 1 p er cent fo r 60 days . .

Re tail de al ers are divide d into two cl asse s th ose wh o ,

s el l onl y for cas h an d u su al l y at l owe r p rice s an d th ose

, ,

wh o c arry c ha rge ac c ou n ts with cu sto me rs wh o c an give

r e f e r ence s th at wil l e st abl ish th e ir c r e dit P e rson s wh o .

own l an d in th e ir own righ t ar e u su al l y c o n side re d goo d ,

 M ER CHANDI S IN G 2 49

an d th o se wh o h ave e gu l ar sal arie s or inc ome s are

r

f avo re d b u t cha rac te r an d a re pu tatio n fo r p ayin g b ill s

,

p r o m p t l y m u st be c o n s id e r e d too an d is o ften a ccept e d

, ,

as suffi c ien t wh en th e r e is n o p r o p e rty an d n o a ssu r e d

s al ar y . S m all r e tail de al e rs in sm al l t own s t o o Often

g i ve c r e d it t o o p r o m is c u ou s l y a n
,
d t h e ir l o ss e s a r e s o

l a rge th ey h ave to mak e th e ir p rice s ve ry h igh an d ,

th at in tu rn drive s th e p e opl e w h o h ave r eady mon ey

t o the m ail or de r h ou se s o r c ity de p art ment stor e s
-
.

T h ere are two cl asse s o f banks savin gs b anks an d ,

-

c omme rc ial b anks which start with a certain c ap ital an d

,

th en invit e th e c u r rent d e p osit a cc ou nts o f me r ch ants

-

wh o mu st h ave a ce rtain am ou nt o f r e a dy m oney on h a n d

al l th e t ime A qu arter o r a fi fth o f th e se de p osits th e
.

b anks mu st kee p in th e ir vau l ts to p ay ch ecks wh ich

c o me in Th e re st th ey c an inve st in sto cks o r b o n ds or
.
,

l en d ou t on th e n ote s Of me r ch a nts Th ey sel dom p ay

.

an y int e re st exce p t o n t ime de p o sits an d l arge ave ra ge

,

b al ances b u t th ey ch arge u su al l y 6 p er cent an d in th at

,
.
,

way th ey m ake m oney Th eir gre at dan ge r is th at th ey

.

wil l m ake b ad l o ans wh ich will n o t be p aid an d on wh ich ,

th ey will l o s e m any time s 6 p er cent To ve ry l arge

.

b o rrowers with go o d c re dit th ey wil l l oan m oney as l ow

as 4 p er cen t Oft en if th ey make a n et p ro fit o ve r al l
.

exp en ses o f p er cen t th ey

. a r e d o in g we l l S a v in gs.

b anks p ay in t er e st to th eir dep ositors wh o u su all y keep ,

th e ir m oney in th e b ank a l ong time an d th en th ey l en d ,

it ou t fo r m or e o r l e ss p e rmanent inve stment C om .

m erc ial b ank s do n o t l ike t o l en d m oney f or m o re th an

90 days b u t sav in gs b anks w ill l en d m o ney o n m ort gages
,
-

f or bu il din g pu rp o se s f o r thr ee t o five ye ars Th e se .

l on g t ime l oan s ar e u su all y m ort ga ge s o r b on ds ( a kin d

-

o f m ort gage th at is div ide d u p int o sm al l u nits ) .

F o rmerl y on e man w ent into bu sine ss al one or h e ,

t ook on e o r two p artne rs Mor e Often n owa days a cor

.
2 50 HUMAN NA T UR E IN BU S IN ES S

p o r a t ion is f orme d which do e s bu sine ss l ike an in di

vidu al b u t is owne d by a gre at nu mbe r I ts ce rt ific ates
, .

o f o wne rsh ip a re c al l e d s to c k a n d it is m an age d by a

,

b oa r d of direc tors an d its offic ers u su al l y a p r e sident

, ,

s ec re t ary ,
an d t r e asu r e r with on e o r m o r e vice p re si
,
-

den ts . S ome t ime s on e man own s p r a c tic all y all Of th e

s t o ck
,
a f ew sh are s be in g h el d by h is wife an d his
s ten o graph e r s o as t o c o mp l y with th e l aw r equ ir ing at

l ea st th ree p e rson s to f o rm a c om p any H is b u sine ss is

.

th en ru n in th e name o f th e c om p any an d h e p e rson ,

all y is n ot l iabl e fo r an y deb ts o f th e c o mp any He .

c an l os e wh a t h e h as inve st e d in th e c om p a ny b u t wh at ,

h e h as inve ste d o u t side o f th e c om p any h e wil l n ot l os e

sh ou l d th e b u sine ss f a il . T h ose wh o give cre dit to cor
p o r a t io n s m u s t l o o k o u t f o r t h a t a n,
d b a nk s Of t en r e

qu ire su ch a man t o in do rse th e n otes o r o r de rs o f his

c om p any s o th at h e m ake s him sel f p e rson all y l iabl e as
wel l as l iab l e th rou gh th e c o mp any .

Th e di Eer en ce be tween sto cks an d b o n ds is th e diEer

ence be tween o wn in g a h ou se an d l o t an d h avin g a
m ortgage on it Th e o wne rsh ip is go o d onl y fo r th e
.

v al u e a ft e r th e m o rtgage h as been p aid S to cks repre .

s en t th e val u e Of a b u sine ss a fte r all deb ts b on ds an d , ,

m ortgages h ave been p aid .

Finan c in g —
a B u s in ess R e c o rds
Financ in g a bu sine ss n ot o nl y at the start bu t al l
th e w ay al o n g is a ve ry im p ortan t matte r an d r equi res
, ,

a high orde r o f bu siness tal en t ve ry diEeren t from the

,

t al en t f o r sal e sm an sh ip .

B ookkeepin g is th e r ec ord o f a bu sine ss on wh ich

th e m an wh o fin ance s it mu st de p en d He sh oul d kn ow
.

at al l t ime s wh a t h e o we s an d wh a t is du e h im ; b u t it

is equ all y imp o rtan t t o kn o w in de tail j u st wh at each

th in g is c o stin g an d j u st wh at it is e arn in g so th at the
, ,
 M ER CHANDI S IN G 2 51

th in gs th at do be el imin ate d T his is

n ot p y
a m ay .

wh at is call e d c os t ac c ou n ting I t is th e ve ry l ate st

-
.

devel o pment o f b o okkee p in g f or in th e p a st bu sine ss ,

men h ave l ooke d ch iefly t o the trial b al ance at th e en d

Of th e yea r t o see wh e th e r on th e wh ol e th ey h ave m a de, ,

o r l o st m o ney an d h ave n o t l o oke d ca r e fu l l y int o al l th e

,

diEer en t de p artments o r articl e s T h ey have th ou ght .

t o o mu ch o f th e o rigin al m anu fa ctu rin g c ost an d th e -

s ell in g p rice an d h ave me r el y gu e sse d a t all th o s e m is

-

c el l an eou s ex p en s e s su ch a s distr ib u t ion cr e dits an d ,

l o sse s sell in g ex pen se s et c et c which Often ar e f ar

, ,
.
,
.
,

m ore imp ort ant th an th e o rigin al m anu fa ctu ring c ost -

e sp eciall y wh en th e n et p rofit ge ts down t o Onl y 5 o r 6

p e r cen t a s in . m ,
o st m o de r n b u sine ss e s A l ittl e l ea k .

kn o cks th at smal l p rofit in h al f an d it is imp o rt ant t o ,

kn ow j u st wh e re th at l e ak is Wh en a bu sine ss is s mall .
,

a sh r ewd man m ay be abl e to gu e ss pretty a ccu rat el y .

Wh en th e b u siness gets l arge r it bec ome s qu ite im p os

s ibl e t o gu e ss sa f e l y an d c ost a cc o u n tin g is th e o n l y w ay
,
-

t o kn o w Th e u se o f c arb o n p ap e r p rinte d f orm s typ e

.
-

, ,

writers a ddin g mach ine s c ash r e gist e rs etc h as m ade

,
-

,
-

,
.
,

th e k ee p in g o f r ec or ds m u ch l e ss exp en sive so in th e se ,

days th e c ost o f kn o win g a ccu rat el y is n ot t oo gr eat .

T h e Gen era l S el l in g P ro b l em -

A dvertisin g an d sal e sm anship are bu t featu re s o f the

l a rge r me rch an disin g p robl em which we h ave been con
s iderin g an d th e p ro p e r o r gan iz at io n an d financ in g o f
,

th e bu siness mu st be se ttl e d be fo r e mu ch c o n side ra tion

can be given t o th e det ail e d qu e stion s o f s ell ing .

B u t wh en th e gener al p ro bl em o f sel l in g c omes u p

f o r c on side ra tion it is a c om pl ex on e m a de u p o f diEer
en t me th o ds o f ap p eal t o h u man n atu r e In a r e tail .

bu sine ss it is l argel y a matter o f r etail cl erks beh in d

th e c ou n ter wh o w ait on custome rs an d inc iden tal l y us e
,
2 52 HUMAN NA T UR E IN BU S IN ES S
a l im it e d am ou nt o f psych ol ogic al ap p eal t o in du ce th em
t o b u y o f a ttra c tive win do w an d sto r e displ ay an d o f
, ,

newsp ap e r o r c ircu l ar a dvert isin g wh ich b rin gs th e ,

cu sto me rs t o th e sto re to see th e goo ds a dve rtise d Once .

th ey get to th e st o r e t h ey s ee m any o th e r th in gs wh i ch
th ey m ay want . S O th is is th e p robl em in simpl e f orm :
First to get th em t o c ome t o th e s tore by wh at eve r
,

device s m ay be nece ssary ; sec o n d t o in t e r e st th em at th e

,

st o r e in a s many diEer en t a rticl e s as p ossibl e by goo d

win dow an d store displ ays ; an d fin all y t o p l ea se th e m

, ,

by h el pin g in a p e rso n al w ay throu gh th e sal e s p e opl e t o -

fin d j u st wh at th ey w an t an d t ell in g th em th e tru th .

Re ta il sal e sman sh ip is l argel y a m atte r o f givin g in tell i

g en t a n d c o u r t e o u s in f o r m a t i o n. Th e a t t en t io n o f t h e

cu stome r h as al rea dy been secu r e d T h e re is ve ry l ittl e

.

time f o r a rgu ment . Any fo rc in g o f th e sal e is l iabl e

t o drive c u sto me rs aw ay th e nex t time P ro fit l ies in
.

g e tt in g c u s t o me r s t o c o me r e g u l a rl y a n d h ab it u a l l y an d
,

th a t is b ro u gh t ab ou t ch iefly by a f rien dl y h el p fu l ne ss
o n th e p art o f th e sal e s p e o pl e ra th e r th an by any c on
-

c en t rat e d p sych ol o gic al e Eo rt .

Wh ol e sal e rs s en d th e ir t ravel in g men t o th e de al e rs

th ey se rve . In this c ase th e sal e sman must get atten
tio n in or de r t o get th e b us ine ss s tar te d .A dve rtisin g is
l argel y c onfine d t o tra de p ap e rs an d to c ir cu l ariz in g
-
.

Th e wh ol e b u r den o f s ell in g is thr own o n th e t rave l in g

men T h ey c omp e te on e against anoth e r an d devel op
.
,

a h igh de gree o f skil l in hu m an a pp e al A s in the c ase .

Of r e t ail s al e s h o l din g th e b u sine ss is th e grea t th in g

, ,

an d th at is l ar gel y a m atte r o f in t ell igen t an d c ou r te ou s

s e rv ice n ot o nl y on th e p art o f th e sal e sm an b u t al so

, ,

o n th e p a rt o f th e h o u s e th r o u gh its c o rr e sp o n dence .

Th e c o rr e sp on dence dep ar tment is th e su b stitu t e fo r the

s al e sm a n wh en h e is n o t o n h an d A l ette r m ay be
.

ma il e d at any time b u t a travel in g man can call onl y

,
 M ER CHANDI S IN G 2 53

o nce a week once a m onth or sometimes onl y twice a

, ,

ye ar o r even onl y once a ye ar H ol ding th e b u sine ss

,
.

de p en ds ve ry l argel y on the sal esm an sh ip qu al ity in th e

‘

o ffi ce a n d th e de t ail e d s e rvice given th e c u sto me r in

m aking p r omp t sh ip ments c orrectin g e rro rs etc Go ods

, ,
.

a r e th e fi rst c o n side ratio n with d e al e rs b u t s ervi c e is a

,

cl ose sec on d in imp o rtance an d as between two h ou se s

,

it is ve ry o ften th e th in g th at m ake s a deal e r do b u sine ss .

In th e p ast th e p erson al el ement h as n ot been thrown

,

into th e c o rre sp on dence as it sh ou l d be b u t it h as been ,

l e ft en tirel y t o th e sal e smen N owa days th e Office b a ck s

.
,

u p th e sal e smen by kee p in g th e de al e r in f o rme d th r ou gh

circu l ars Of all new styl es go od ba rgains etc an d

, ,
.
,

l e tte rs wh ich h ave th e real s p ir it o f p e rso n al f ell o wsh ip

in th em s o as to m ake th e deal e r f eel goo d j u st a s th e
s al e sman m ake s him f ee l go o d Le tte rs bec o me th e a s
.

sistan t s al e smen an d th e newe r system is t o l et o n e

,

c o rre sp on dent h an dl e on e p articul ar di strict so that the ,

s ell in g f o r ce b r ou gh t t o be a r o n on e de al e r is th e p er

s o nal s al e sm a n on th e ro a d an d th e Offi ce s al e sm an wh o

tak e s c ar e o f th e o ffi ce en d with th e s ame p ers o n al a tten

t io n
. Th e o l de r syst em m ixe d all th e l e tte rs t o ge th e r
a n d h an dl ed th em in a mech an ic al way first by on e ,

c o rre sp on dent an d th en by an oth e r s o th e re c ou l d be ,

n o p e rso n al in dividu al ity on th e Office en d .

Wh ol e sal e rs c an do ve ry l ittl e gene ral a dvertisin g ,

becau se th e ir w ork is l argel y th at o f simpl e di stribu tio n

in a l im ite d t e rrito ry ; th ey h ave in Du n s an d B ra d
’

stree t s fu ll l ists o f al l th e p e rs on s an d fi rm s th ey can

’

h op e t o do bu sine ss w ith an d it is be tte r to go t o th em

,

direc t by p er son al sal esmen o r by m ail S ome wh ol e .

s al e rs h ave n o tr avel in g men b u t get th e ir o r de rs en

,

t irel y by m ail m ak in g p rice s app r ec iabl y l owe r bec aus e

,

o f th e sa v in g o f th e h igh c o st o f t ravel in g A t th e same .

time wh ol e sal e rs wh o dep en d chiefly on sal e smen are

2 54 HUMAN NA T UR E IN B U S IN ES S
u si ng l e tte rs m or e intel l igentl y so as to re a ch smal l towns
wh ere th e travel ing men can n ot a rd t o go an d t o ,

t ak e care o f cu stome rs s o th at th e t ravel in g men do n ot

nee d t o go so Often .

Manu factu rers h ave a far wider s ell in g probl em -

.

T h ey mu st sell th e ir goods to wh ol esal e rs or t o retail

deal e rs an d al so th ey mu st m ak e th e c o n su min g pu bl ic
,

g o t o th e r e t a il s to r e s a n d b u y n o t an , y t h i n g b u t t h e,
ir

p a r t i c u l a r g o o d s .

Th e Ol d me th o d w as to mak e go od go o ds an d th en ,

de p en d on th e l ik el ih o od th at th e p u bl ic w oul d wan t
th es e go od goo ds so th e r et ail deal e r w oul d get th e m
,

f rom th e wh ol e sal e r an d th e wh ol e sal e r w ou l d get

,

th em from th e manu factu re r Wh ol esal e sal esmen can

.

t el l r e tail de al e rs th at th e se go o ds are h igh qu al ity ,

wh il e th os e are l ow in p rice wh il e th e se o th e rs are ,

me diu m T hose we re ab ou t the o nl y diff e rence s tha t

.

wh ol e sal e rs c ou l d be de p en de d on to mak e cl ear .

Th e m o de rn me th od is to m ak e distinctive go ods at a
f a ir p rice give th em a b ran d name r e gist e re d as a
,

t ra de mark an d th en with th e tra de mark by which t o

-

,
-

identify th em a dve rtis e to th e gene r al pu bl ic to m ak e

,

th em ask f or th os e goo ds at the r etail stores I f th e .

g oo d s we r e n o t in t h e s t o r e s th e r
,
e t a il e r s we r e s u p
p o s e d a
,
f t e r t h ey h a d a n u mbe r o f ca l l s t o a,
sk f o r th e m
o f th e ir j o bbe r I f th e sp ec ial j obbe r th at r e ta il de al e r
.

p a t r o n i ze d d id n o t h a ve t h em it w,
a s ve r y i nc o nven ien t
t o go t o an oth e r j obbe r wh o di d h ave th em even if the ,

de al e r knew t o wh at j obbe r t o go S O it became a pp ar

.

en t to m ak e gene r al a dve rt isin g p ay it was ess en tial t o

h ave the goo ds al re ady on s al e in the sto res Wh ere .

th er e w as goo d dis tribu ti on t o st art with national a d ,

vertisin g was l ik el y t o p ay Wh e re th e re was p oor

.

distribu tion it was al m o st su re n ot t o p ay

,
Th e diffi
.

cu l ty with it h as been th at since th e sal e o f the goo ds is

 MERCH ANDI S I NG 2 55

s o rou n d ab ou t it is difficu l t t o kn o w whe ther the adv er

-

t isin g r e al l y p ays or n ot o r wh at sp ec ial a dve rtisements

,

p ya a n d w h a t d o n ot S. c ien t ific me th o d s o f t e st in g a r e

n ow be in g devel o p e d;

S p ec ial tie s sol d dir ect from manu factu rers t o c on

s u me rs l en d th em sel ve s t o m o r e de t a il e d an d in ten sive

devel op men ts o f b o th a dve rtisin g an d s al e sman sh ip In .

s ome c ase s a dve rt isin g is int en de d t o s ift o u t th e en tir e

p po u l a t io n a n d b r in g in t h e n a me s o f t h o s e w h o m i g h t
be inte re ste d in th e sp ecial ty su ch as a c orre sp on dence
,
”
c ou rse th en f ol l ow u p l e tters an d l ite ratu r e might be
,
-

s ent an d in s o me c ase s p e rs o n al s al e smen m igh t f ol l o w

”
th e l ite ratu r e . In oth e r c ases l ists are c omp il e d an d
c ircu l a rize d by me an s o f stron g sal e s l e tters e ith e r f or
o r ders on a pproval o r f or inqu irie s th at s al e smen c ou l d

f oll ow u p .

Wh e re th e a pp eal is ma de all o ve r the c ou ntry e ith er ,

f o r c onsu me rs t o go t o de al e rs an d ask fo r b r a n de d goo ds ,

o r f o r m ail o r de r o r s p ec ial ty inqu irie s n atio nal m ag

-

a z ine s ar e obv iou sl y th e be st .Wh e r e th e distribu tion

is l o c al in ce rta in districts o r c ities newsp ap e r a dv er ,

t isin g is th e th in g t o u se s u ppl ement e d by b il l b o ar ds

,
-

an d street c ar sign s
-
Th e l att e r are av ail abl e only wh en
.

a tt en tio n c an be att r a c t e d by a ve ry f ew w o r ds in l a r ge

typ e th a t can be seen at a dist ance o r by a s trikin g p ic ,

tu r e th at can be s een at a distance . Argu ment is h ar dl y

ib l e o n s t ee t c a r c a r ds o r b ill b o a r ds it i n l y
p o s s r s o
- -

p a r t i a ll y p o s s ib l e in g ene r al ma g a z ine a d ve r t isin g d e ,

p en di n g o n t h e s p a ce u s e d ,
b u t r eac h es it s h ig h e s t
devel o pment in l e tte rs an d c ircu l a rs or in the c orre ,

s p on din g t al k s o f p e rson al sal e smen .

In general a dve rtisin g is the mean s o f gettin g th e

,

f av orabl e a tt en tion o f th e cu st o mer an d sal esm anship ,

p r o d u ce s c o nv i c t io n a n d c l o s e s th e sa l e B u t . w e h a ve
s een th at th e se are ove rl ap p in g m o r e an d m o re an d
,
2 56 HUMA N NA T URE I N B U S I N ES S
tha t it is fool ish t o dr aw a sh rp l in e
be tween the adv er
a
t isin g m an age r an d th e sal e s man ager f o r th ey sh ou l d
-

e ith e r be on e an d th e same p e rson ( an d will be wh en

th e r e are men tr a ine d b o th in p e rs o n al s ell ing an d in
written sal esmansh ip ) or th ey sh ou l d be h el d in cl os e
,

c oop eration by th e gene ral m anage r o f th e bu siness .

Th e new a rts o f a dve rtisin g an d sal e s a pp eal h ave de

v el op ed s o r a p idl y th at m any b u sine ss men even o f th e

h igh e st ca l ibe r h ave n ot been abl e to k eep p ace with

th em .

T ru s t in g t h e —
Pub l ic Appro v al

Marshall F iel d Co starte d th e practise o f all owing

.

cu sto me rs to re tu rn goo ds th ey did n ot wan t I t w as .

s o o n f o u n d th at th is m a de b u ye rs dec ide m or e qu ic kl y ,

becau se th ey f el t th ey c ou l d al ways s ave th em sel ve s by

b rin gin g back the goods an d it remove d the dissatis
,

f action th a t must al ways r em a in in a b u ye r s m in d wh en

’

h e h as ma de a m istak e e ith e r throu gh his own f aul t or

,

th e fau l t Of an o th e r .

Mail orde r h ouse s s oo n fou n d th at p e opl e w oul d n ot

-

b u y wh at they di d n ot see u nl e ss th ey c oul d r e t urn it ,

since a p ic tu r e a n d a ve rb al de s c r ip t io n a re so Oft en

dece ptive . S O the a ppr ov al privil e ge became al m ost

u n ive rsal in th e m ail o r de r b usiness
-
.

This ma de p e opl e awak e to the f act that the ol d feari

“
th at eve ryb o dy was l yin g awak e n ights to do y ou
’

n o t wel l f ou n de d th at p e o pl e we r e n ot so
,

th ey h ad been bel ieve d t o be in dee d th at it is s o mu ch

, ,

m ore t rou bl e to be dish o ne st th an to be h one st th at in

t h e m aj ority o f ca ses it is n ot attra c tive t o p e opl e t o be
a nythin g b u t s qu ar e Imme diatel y th e re w as a great
.

ex tension o f c re dit an d al l kin ds o f goo ds we re s ol d to

al l kin ds o f p e opl e on c r e dit th o a p e r cen ta ge w as a dded
,

t o the price to p ay f or th e w ork o f c oll ec tion for whil e ,

 M ER CHANDI S IN G 2 57

m ost p e opl e wil l pay in th e en d it Often take s con side r

,

a bl e skil fu l w o rk t o get th e m o ney ou t o f th em To day .

-

th e ave rage m an c an u su all y get a great deal m or e

c re dit th an it is go od f or h im to h ave .

I t is to be ob se rve d that hu sb an ds are l e gal l y b ou n d

t o p ay th e deb ts o f th e ir wive s an d fath e rs th e deb ts o f
,

th e ir ch il dren excep t wh en th ey ru n in to gr o ss ex trav a

,

g an ce . C h il d r en u n de r a g e c a n n o t make l e g a l c o n

t racts or be f o r ce d t o p ay so de al e rs a re ve ry c are fu l
,

ab ou t giving c re dit t o ch il dren f or wh il e hu sb an ds wil l

,

nearl y al ways p ay th e debts o f th e ir w ive s f ath ers wil l ,

n ot al ways p ay th e deb ts o f th e ir ch il dren Chil dr en

.

o r y ou n g p e o pl e wh o e st abl ish a ch a r a ct e r f o r h o ne sty

an d p rom p tne ss in p ayin g sm al l Obl igat io n s p r e tty ea sil y

,

g et l a rge r c r e di t even in s p it e o f t h e f a c t t h at t h ey a r e

n o t l e gall y l iabl e . A t s eventeen th e w rit er w ith an oth e r

,

y ou n g m an o f simil ar age ran a b oar din g h ou se in col

,
-

l e ge with a bu sine ss Of seve r al th ou san d dol l a rs a yea r

an d h ad n o t rou bl e in gettin g rath e r ex t en de d c re di t .

Q u est io n s on Merc h an dis in g

1 .Wh at is the mean in g o f merchan disin g an d what ,

is its rel ation to a dvert isin g an d s al e sm an sh ip ?

2 Wh a t is th e first c on ditio n o f busine ss su cce ss ?
.

Ill u strate the val u e o f a goo d l o cation .

3 H ow c an y ou fin d ou t what p e opl e r eall y nee d ?

.

To wh at extent can a wan t be bu il t u p ?

4 Wh at are th e th ree chi e f cl asse s o f me rc antil e
.

bu sine sse s ? Wh at oth er kin ds o f bu sine sse s are th er e

be side s me r cantil e ? Wh at is a l ine o f goods ? Wh at
imp o rtance h as distrib u tio n t o th e b u sine ss m an ? Wh o
a re th e c on su me r s ? Wh o are the distribu ters ? H ow
do e s th e j obbe r p r otect th e de al er ? T race th e ch ain o f
bu sine ss by which goods pass throu gh manu factu rer ,

j obber an d r etail er
,
.
2 58 HUMAN NA T UR E IN BU S IN ESS
5 . Wh at ch an ge s in doin g bu sine ss di d th e de part
ment sto re s b rin g ab ou t in citie s ?
6 Wh at p art in bu sine ss o r gan iz at io n h ave th e mail
.

Or de r h o u se s ta ken ?

7 On wh at kin ds o f go o ds h ave th e manu fa ctu r e rs

.

been abl e t o go s traigh t t o th e c on su mers ? Wh at are

su ch go o ds c all e d ?

8 An al yze th e c o st o f p r o du c in g go o ds an d di str ib ut
.

in g th em an d il l u strat e th e m ar gin s on wh ich th e

,

diff e ren t k in ds o f b u sine ss men mu st op e r at e .

9 H ow is th e financ ial s ide o f a b u sine ss o r gan ize d ?

.

Wh at is nee de d in sta rtin g a bu sine ss an d wh at are

,

th e fix t ex p en se s ?
1 0 On wh at c r e dit t e rm s is b u sine ss u su all y done
.

with de al e rs an d h ow is th e c re di t system o f the c ou n try

,

o p e r at e d ? H ow do man u fac t ure rs get th e m oney to

g ive s o m u c h c r e dit ?
1 1 On wh a t c re dit t e rms is r eta il bu sine ss c arrie d on
.

an d h ow is it finance d ? H ow do e s c re dit a ffec t retail

'

p r ice s ?
1 2 Wh a t two kin ds o f b anks are th er e an d h ow do
.
,

th ey do b u sine ss ?
1 3 De sc ribe th e o r gan iz atio n o f c orp o ration s an d
.

th e ir l iab il ity . Wh at is th e diEeren c e between sto cks

an d b o n ds ?

1 4 Wh at is e ssential t o financ in g a b u sine ss as it

.

g o e s a l o n g a ft e r it h a s o nce been st a rt e d ? De s c r ibe

m o de rn b oo kkee p in g systems an d th e ir u se s .

1 5 De sc ribe th e gene ral s ell in g p ro bl em in a

.
-

s to r e .

1 6 De s cribe th e gene ral s ell in g p r obl em o f a j obb

.
-

H ow can wh ol e sal e rs a dve rtise t o be st a dvan ta ge ?

1 7 H ow do e s th e sel l in g p r o bl em o f th e m anu fac tu rer
-

c omp ar e with th at o f th e j obbe r an d r etail er ? Wh at

was th e Ol d me th o d o f s ell in g go ods ? What is th e
 M ER CHANDI S IN G 2 59

m odern me th od ? Why is distribu tion e ssen tial to su c

c ess fu l a dve rtisin g ? Can distribu tio n be c re at e d by
a dve rtisin g

1 8 Wh a t cl a sse s o f goo ds l en d th em sel ve s t o th e

'

m ore inten sive f orms o f s al esman ship ? In wh at diEer

en t ways mu st sa l e sm an sh ip an d a dve rtisin g be c o mb ine d

and c ar rie d o n t o mee t diEer en t c a se s ? In wh at c ase s

is gener al m a gaz ine a dve rtisin g p ra ctic abl e ? In wh at
c as e s is newsp ap e r a dve rtisin g indic ate d ? In wh at
c ase s sh o u l d a dve rtisin g al one be dep en de d on ? In wh at
c a ses sh ou l d p e rs o n al sal esm an sh ip al one be de pen de d
on ? In wh at case s sh ou l d th e two be c ombine d an d ,

h ow ?
19 . In g ene r al
,
w h a t is th e o ffice o f a dve r t isin g ?
Wh at is the Office o f sal e sman ship o f a p e rsonal char
acter ?
20 . what extent has th e approval p rivil e ge been
TO
a dopte d an d why ? Wh at is th e attitu de to day o f the
,
-

bu sines s m an t oward th e pu bl ic an d h ow h as it ch an ge d ?
,

2 1 Wh at l iab il ity h as a h ea d of a f amil y f or diEeren t

.

members ?
 THE B U S IN ES S O F A D V ERT I S I N G

I T is s aid tha t
between an d on e b ill io n

is sp en t annu all y o n a dve rtisin g in th e Unite d S tat e s .

T his en ormou s bu sine ss is di vide d u p am on g th e fol

l owin g cl assific atio n s
N ational adve rtisin g ( magazine s an d gen eral weekl ie s )
Re tail a dve rtisin g ( dail y an d weekl y newspape rs ) ,

Cl ass p e rio dic al s

F a r m p a p e rs ,

T ra de p ap ers
-

Rel igiou s p ap ers ,

l-
r —
B l b oa ds p oste rs an d p ain te d signs
i ,

S tree t car sign s

-

D ir ect b y mail a dve rtisin g ( l e tte rs an d circul ars )

- -

N ovel tie s.

Ea ch o f the se is h an dl e d in a distinct way by a ,

distinct cl ass o f w o rke rs .

A dve rtisin g as a bu sine ss is c arrie d on by three cl asse s

o f men :

A dve rtisin g m ana gers ,

A dvertisin g agents an d exp erts ,

A dver tisin g sol ic ito rs .

Th e a dve rtisin g man a ger s ar e empl oye d by th e fi rms

wh ich a dve rtis e an al yze th e p articu l ar bu siness with
,

wh ich th ey are c onn ecte d an d u su al l y p r ep ar e the a d

,

v er tisin g ma tte r .

Th e a dvertisin g sol icito rs are empl oye d by th e news

p pa e rs a n d m a g a z ine s t o fil l th e ir s p a ce A f ew O f
. t h e

be st o f th em try to h el p th ose wh o ru n adve rtising with

2 63
2 64 HUMAN NA T UR E IN B U S IN ES S
th em t o get th e l arge st p o ssibl e r e tu rns e f use,
an d th ey r

a dve r tisin g th ey be lieve w ill f ail as th e l a r ge r e tu rns

,

c o me t o th ose wh o re al l y su ccee d an d c on tinu e m onth

a fte r m o n th A t p re sent a l arge p rop ortion o f th em ar e
.

me re sol icitors .

Th e QM isin g a gents are in dep en dent cl earin g

h ou s e s th r ou gh wh ich th e gr e at e r p art o f th e n atio n al
di spl a y m m m g i s d i s t r ib u t e d a n d m o r e a n d m o r e
m
,

s ep a r atis t o be th e a dve rtisin g exp e rt s o f th e

M a i l always do n ot h an dl e th e l o cal retail a dver
tisin g wh ich is pl a ce d dir ec t
,
T h ey are p aid l argel y
.

byaail doamfissim sall owed th em by th e newsp ap e rs an d

m agamé flfi CIH fgh gra de p e riodic al s l ik e th e S atu rday
‘
-

Ev en ing P ost, all o w 1 0 p er cent c o mmission Many

. .

newsp ape rs al l ow 2 0 p er cent H igh gr a de a gencies .

-

u su all y ta k e th e n et c ost o f th e a dve rt isin g wh a teve r it ,

m ay be an d a dd 10 o r 1 5 p er cen t c omm ission I f th e ir

, . .

w o rk is me rel y wgfl stribu te th e a dvertising an d ch eck

t

it u p th e ch arge is 1 0 p er cent I f exp e rt s e rv ice in

W
.
,

i éfi g fiy
l fee e i t a cam i n i inc l d e d
‘
p pr e a n g o u p g
a s u ,

th e c o mm issio n is 1 5 p er cen t An a dditio nal ch arge is

made fow etemsgb cats c ircu l ar matte r an d the l ik e
.

'

.
, ,

A ch eckin g Of th e magaz ine s a f ew years ago sh owe d

s m h im a e m m t h en a d ve rt isin g M c K it t r ic k s .
’

D irect ory o f A dve rt ise rs wh ich incl u de s al so th e l arge

,

r e t ail a dve rt ise rs an d m a ny wh o a dve rt is e o nl y o cca sion

al l y h as ab ou t
, name s Th e l arge stea dy adv er
.
,

t is ers in th e m agaz ine s w il l n u mber s c ar cel y 500 Th e .

m mfiep dof t gefieml qm ertisers doe s n ot a p p ea r t o be

‘

M am ia l fl e cfi ifl g i m a d ve r t isi n g in s u c h m a g a z ine s

ae s m w e w y; W M J8
fi 3 et c,
h as d ec reas e d wh il e
.
, ,

th e re h as been a c on side rabl e incr e as e in th e m oney p aid

t a w ie i it al d fik d llflé S dt ur day Ev en in g P os t an d C o l
‘
’
o fl

l
’
‘
i fiahh/j wlfiefl lfiui f thb a dvertisin g al o n gside o f th e
re adi ngm tterb Ths attdnt ion p aid to a dve rtisi ng next
fi i l
 TH E BU S IN ES S OF AD V ER T I S IN G 2 65

e n g matte r is e stimate d by p sych ol ogy exp erts a fte r

r a di -

sy stem at ic t e st s t o be fiv e time s gre a te r th an a dve rtising

,

in th e sol id m iddl e Of an a dve rt isin g sec tio n at th e b a ck

o f a m a gaz ine On this a cc ou nt m any o f th e Ol der m aga
.

zin es ( Mc Cl u re s f or exampl e ) ar e ch an ging th e ir f orm

’
,

t o a l a rge r size .

l
Th e to t al nu mbe r o f p e rio dic al s p u bl ish e d is s aid t o
be ab ou t at p r e sen t o f wh ich so me
, ar e

c ou n try wee kl ies with ve ry smal l l o c al c ircu l ation .

T h e re are p e rh ap s dail y newsp ap ers an d ab ou t as ,

many m agaz ine s th o 50 t o 100 m agazine s an d 300 t o 500

,

newsp ap e rs wou l d p r etty wel l c over th e c ou n try for th e

g ene r a l a dve r t is e r .

M o de rn a dvert isin g be gan l e ss th an s eventy fiv e y ears -

ago . Be fo r e th e Civil War th e l argest a dve rtisement

which h ad ap p ear e d w as for F airbanks S c al e s am ou nt ,

in g to in th e New Yo rk Tribu n e an d o th e r news

p p
a e r s In
. 18 64 Jay C o o ke a pp o in t e d,
by Linc ol n t o

s e l l go ve rnmen t b o n ds a dve rtis e d in eve ry go o d p ap e r

,

in th e N o rth a n d sol d w orth Ju st a fte r .

th e w ar p at ent me dic ine a dve rtisin g sp ran g t o th e fr ont

-
.

T h ese me dicines c ost th r ee t o five cents a b ottl e c arto n ,

incl u de d an d s el l f o r p e rh ap s a dol l ar so th e re is an
, ,

en o rmou s m argin for a dvertising .

R o be rt B onne r pu bl ish er o f th e New York Ledger

, ,

is s aid t o have been start e d in a dvertisin g in a p ecu l iar

w ay . He sent o ver to th e New York H era l d with wh ich ,
“ ”
h e h ad been c o nnecte d a f ew w or ds m arke d o n e l ine
, .

In s ome way th is w as rea d on e p a ge an d to h is aston ish ,

ment th e nex t m ornin g h e s aw h is a dve rtisement in a

sp a ce th at c o st m or e th an all th e m oney h e h a d a t c o m

m an d I t w as th e tu rn in g p o int in h is fo rtu nes h ow

.
-

ever fo r it starte d his L edger OE s o b r iskl y th at h e b e

,

c ame a l arge an d su cce ssfu l advert iser sp en din g as ,

h igh as in on e week t o ann ou nce th e fa ct th at

2 66 HUMAN NA T URE IN B U S IN ES S
Edwa rd Evere tt was writin g f o r h is p ap e r B onner .

u se d t o s ay says th e e dit o r o f S ellin g F or c es

,
th at , ,

h avin g acc u mu l at e d al l th e m oney h e c oul d fin d an d

th ro wn it in to a dve rt isin g be f o r e h e c ou l d get b a ck t o
,

—
his Offi ce it w ou l d be th e r e a gain an d a l ot m or e with
it. A dve rtisin g w as a new th in g th en an d su cce sses ,

c ame m o r e e a sil y th an th ey do n ow NO m o de rn a dv er .

t ise r w ou l d dar e m ake su ch a r em a rk a s th at P ie rr e .

Lo ril l a r d b u il t a f o rtu ne o f by a dve rtisin g

t ob a cc o an d sn u E Th e fi rst f o o d a dve rtisin g ap p ea re d
.
-

in 1 870 b u t th e c on sisten t ex p l o it atio n o f b r e ak fa st

,

f oo ds did n ot be gin til l twenty ye ars l a t e r wh en H o rn ,

by s Oatme al H O was p u t o n th e mark et f ol l owe d

’
,
-

, ,

l a te r by su ch ce re al s a s F o rce ( m a de f a m ous by Jim

D u mp s tu rne d in to S u nny Jim ) Qu ake r Oats Grap e , ,

Nu ts an d Corn F l ake s On all o f th e s e mil l ions we re

,
.

sp en t in gene r al a dve rt isin g Even l arge r a dve rt ise rs

.

h ave been th e so a p m anu fac tu r e rs wh o h ave a dve rtise d

-

su c h s o a p s as P ea rs Iv o ry S ap ol io etc an d wh o a re
, , ,
.
,

s a id t o sp en d ove r a m il l io n dol l ars a ye ar e a ch .

Re tail a dve rtisin g o n a l arge s c al e start e d in Ph il a

“ ”
del ph ia w ith th e a nn ou ncemen ts or s to r e news of

J ohn Wanamak e r T h e re a re ab ou t fi fteen h u n dre d wel l

.
»

devel op e d de p artmen t s to re s th rou gh ou t th e c ou n try ,

an d th e u se Of fu l l new sp ap e r p age s is di st inc t ive of

th em al l Occ a sion al l y th e re are dou b l e p age sp reads

.
,
-

an d as many as f o u r p a ge s at a t ime h ave b een u se d ;

b u t be tween time s m any s m all e r a dve rt isemen ts a re

w orke d in T h e se r evol ve m or e o r l ess arou n d sp ec ial
.

o cc asio n s th e m o st imp o rtan t be in g th e f al l o p en in g

, ,

next th e sp rin g o p enin g wh en th e new

s h o wn h ol iday a dve rt isin g be fo r e th e h ol idays an d
, ,

cl e ar ance sal e s a fte r th e h ol idays Th e l ar gest depa rt .

ment st or e s sp en d u pwar d o f h al f a m ill io n doll a rs a

year wh il e in a c ity o f fi fteen th ou san d something l ike
, ,
 TH E BU S IN ES S OF AD VER T I S IN G 2 67

s even or e ight th ou san d dol l ars m igh t be spent by an

ente rprisin g small depa rtment store Each o f th e gre at .

cities B oston New Yo rk Phil adel phia an d Chicago

, , , , ,

s eems t o h ave a sp ec ial styl e o f r e t a il a dve r tisin g Co m

.

p a r e t h e p ga e a d ve r t is emen t o f M a r s h al l F i el d C o .

with th at o f J oh n Wan am ake r .

Wh il e th e re are u pward Of a h u n dre d th ou sand street

ca rs in th e Unit e d S tate s n ot all are in u se all th e time
, ,

an d to c ar ds 1 1 x 2 1 inch e s w il l c over the

c ou n try th orou ghl y S u ch a c oncern as Eno ch Mor
.

n S n w N i na B c i C m
’
g a s o s ith S a p o l io a n d th e a t o l is u t o

p a ny w i th Unee d a B i s c u it h a ve been c o n sist en t s tr ee t

car a s wel l as m a gaz ine an d newsp ap e r a dve rtise rs .

B il l p o stin g o rigin ate d with th e th e atric al a dve rtise rs

-

wh o u se th a t m ore than an y o th e r f o rm T his is divi de d

.

int o p ain te d s ign s wh ich a re p u t u p f or a year an d

, ,
“ ”
a
p p e r p o st e rs c ou n t e d as so m a ny sh ee t s ( 2 8 x 4 2
inch e s ) A twel ve sh eet p oster w ou l d be 9% ft h igh
.
-
.

an d ft wide . Ea ch c ompl e te p oste r is call e d a

.

“ ”
st an d . Th e F o r ce F o o d Co mp any is said t o h ave h a d
a t o n e time twenty f ou r sh ee t stan ds c ostin g
-

a b ou t a m onth P aint e d signs f orm a se p arate

.

bu sin ess .

Th e m o st recent devel op ment o f p ost er a dve rtisin g is

th e ill u m ina te d sign o f ten with th e e ff ects o f m o tio n du e
,

t o th e tu rn in g on an d OE o f th e el ectric l igh ts by a
cl o ckw o rk device .

P oste r an d str eet car a dve rtisin g is ch iefly val u abl e

-

f o r su ch th in gs a s can be p ictu r e d o r de sc ribe d in a

w or d o r two an d which app e al t o p e rson s wh o do n ot
,

r ea d mu ch B u l l D u rh am T ob acc o ( a ch e ap smoking
.

t o bacc o ) an d v ariou s beers h ave been w idel y an d su c

c essfu ll y a dve rt ise d by p aint e d s ign s an d p o st e rs A .

cir cu s c oul d prob abl y be a dve rtise d su ccessfu ll y only by

p os t e rs .
2 68 HUMAN NA T UR E IN B U S IN ES S
N o vel ty a dve rtisin g wh ich has grown to l arge pro
-

p o r t io n s w i th in a f e w ye a r s d e p en,
d s f o r it s e ff ec t o n t h e

f avo rabl e attitu de o f m in d which a u s e ful gi ft p ro du ce s .

A t first a dve rtise rs p rint e d or stamp e d th e ir ann ou nce

ment an d name b ol dl y on th e articl e as a p encil a , ,

p p
a e r we
-
ig h t ,
a p o ck e t k n if
-
e o r s p ec i a l p o c k e t t-
o ol ca

p a b l e o f p e r f o r m in g s eve r a l di E e r en t o p e r a t io n s ,
e t c .

Lat e r it was f ou n d th at p atron s v al u e d th e gift m or e

,

h ighl y if it was n ot too mu ch disfigu r e d by adve rtisin g .

A t the same tim e it was imp ort an t to h ave th e n ame

o f th e give r cl ea rl y in dicat e d e l se p e o pl e s oo n f o rgot,

wh er e th e gift came fr om or it f el l into th e h an ds o f

,

o th e rs wh o neve r knew an d so th e ch ain o f a ss o c iat io n

,

was l ost . N ow a pl ain in scription in small ne at styl e , ,

o f th e name an d bu sine ss o f th e a dve rt is in g give r is

p r e f e r r e d ,
a n d d is fi gu r i n g a d ve r t is emen ts o n ca l en da r s

an d o th e r gifts are av o ide d .

N ovel tie s are u se d systematical l y to a ttract inqu iries

fro m a dve rtisements o r c ir cu l a r l e tt e rs o r th ey are ,

g iven a s f r ee t o k en s o f a pp r ec ia t i o n t o Ol d c u s t o me rs

wh ose bu sine ss is val u e d o r t o p rosp ects wh ose go o d will

,
-

is de sire d .I t is im p ortant th at th ey be u se d on a
systema tic p l an th a t a ssu r e s a p rop e r a ppr ec iatio n o n

th e p art o f th e p e rso n wh o r ece ive s th em Carel e ssne ss

.

in s ee in g th at th ey u n de rst an d th e r ea son f or th e gift

an d a pp r ec iat e it c au se s v a st l o ss .

N ovel tie s are u su al l y sp ecial articl e s that can n ot be

Ob ta ine d in s to re s o r a rt icl e s wh ich are c o mm o nl y s ol d
,

re tail at a h igh p rice y et can be b ou ght f or o n e t o five

cents th o in some l ine s o f bus iness m or e exp en sive gift

,

g iv in g is in d u l g e d in . T h e i m p o r t an t t h in g is t h a t th e

no vel ty be u se f ul y et h ar d t o Ob ta in or o rdina ril y

, ,

rath e r ex p en sive . Th en it wil l be val u e d Comm on .

,

ch eap a rticl e s are w orth l ittl e .

 TH E BU S IN ES S OF AD V ER T I S IN G 2 69

Q u e s t io ns on th e B u s in e s s of A dv e rt is in g

.1 Wh at is e stim ate d t o be th e annu al exp en ditu re

for a dve rtisin g ? In to wh at diEeren t cl asse s is it
divide d ?
.2 Wh at th r ee diEeren t cl asse s o f p e rso ns ar e en gage d
in ca rryin g on th is b u sine ss ? De sc ribe th e du tie s o f
each .

3 H ow m any bu sine ss c o nce rn s a re en gage d in ad

.

v ertisin g ? H ow m any p e r io dic al s s ol icit a dve rtisin g ,

an d h ow a re th ey div ide d ? Wh at nu mbe r o f p erio dical s

w oul d be u se d in a go o d n ation al a dvertisin g camp aign ?
H ow a re th e c ol u mn s o f oth e r p e rio dical s fil l e d with
a dve rtisin g
4 De sc ribe th e be ginn in g o f m o dern a dve rtisin g in
.

the Un ite d S ta te s .

5 Wh at w as th e h istory o f some o f th e first great

.

a dve rt is e rs an d h ow did th ey m ake th e ir su cce ss ?

,

6 Wh o sta rte d r etail a dve rt isin g on a l arge s c al e

.
,
“
an d h ow did h e c arry it on ? Wh at are dou bl e p age -

sp r e a ds ?

7 H ow is str eet car a dve rtisin g h an dl e d an d f or

.
-

wh at pu rp ose s is it u se fu l ?
8 H ow did b ill b oard a n d p ain te d sign a dve rtisin g
.
-

o r igin at e an d f o r wh at pu rp o se s is it ch iefly u se fu l ?
,

9 Wh at is th e b asis o f n ovel ty adve rtisin g an d h ow

.
-

is it c arrie d on ? Wh at kin ds o f a rticl e s are be st

a dapte d for u se a s n ovel tie s ?
 P L A N N I N G A N A D V ERT I S I N G C A MPA I GN

AN a dve rtisin g camp aign may be o f three diEeren t

k in ds nation al an d gene ral wh en th e re is a national
,

distrib u tion o f th e go o ds l o cal wh en a ce rta in c ity o r

,

stat e is c ove r e d an d ma il o rde r wh en o rde rs are ex p ec t ed

,
-

by mail f ro m all p arts o f the c ou ntry an d the sel lin g

will be done by l ette r o r catal og .

In the fi rst two case s n o direct or imme diatel y Oh

,

s e rv abl e r e tu rn is ex p ec t e d an d s o an a dve rtisin g a p p r o

,

p r ia t io n m u st be m a d e . T h is is a s u m th a t w il l b e

sp en t o n a dve rtisin g r e gar dl e ss o f ge ttin g it back at

o nce ,
with th e h op e u l tim at el y o f incre as in g th e t otal
v ol u me o f bu sine ss In th e case o f mail orde r adver
.
-

tis in g cam p aign s th e re is a fi rst a p p r op riatio n o f s o

,

mu ch m oney t o be sp ent in t estin g th e a dve rtisin g in as

sm all a way a s w il l be r e p r e s en t at ive an d n ot u n til th e
,

inqu irie s o r o rde rs th at c o me f ro m th e t es ts sh ow a

r e t u rn th a t w il l p r o ve p ro fita b l e is an y ve ry l a rge cam

p ga i n l a u nc h e d . Ma il-
o r d e r a d ve r t is e rs s e l do m u s e

l a rge sp ace an d a re neve r r eckl e ss .M ost o f th e sm all

a dve rtisements with di stinctive l ittl e p icture s o r h ea d
l ines wh ich a pp e ar m on th a ft er m on th are o f the mail
o rde r v arie ty .

In a general a dvertisin g camp aign which is e ither

n ation al o r m ore or l e ss l o cal or sp ecial th ere mu st first ,

be an a dve rtisin g m anage r empl oye d by the h ous e or ,

some membe r o f th e firm mu st a c t as a dve rt isin g man

a ge r . Onl y a p e rso n wh o r e all y kn ows th e b usine ss an d

is in cl o se t ou ch with its p ol icy an d o rgan iz atio n is in
p o s it i o n t o d i r ec t th e c a m p a i g n a l l a l o n g th e li ne.

2 70
 PLANNIN G AN AD V ER T I S IN G CAM PAI GN 2 71

Th e first thin g is to de termine h ow mu ch m oney wil l

be sp ent du rin g th e se aso n T his is th e a dve rtisin g ap
.

p p
r o r ia t io n .

With this am ou n t in m in d the advertising man age r ,

“ ”
g o e s t o t h e a g ency t h a t w il l be c h o s en t o p l a ce t h e

a dve rtisin g an d is tu rne d o ve r to a sol icitor o r sal esm an

,

w ho is o r sh o u l d be al ways so meth in g o f an ex p e rt . At
a n y r at e h e is in in tim at e r el a tio n w ith th e v a r io u s k in ds
,

o f ex p e rts wh o go t o m ake u p a go o d a gency . Th e

a gency h as th e r a t e c ar ds o f all p e rio dic al s o n fil e ( or al l
-

th e imp o rta nt o ne s ) an d can e stim a te cl o sel y th e p rec ise

,

c ost o f al l ou t side o r addition al h el p s su ch as b o okl ets ,

m ail in g c ards cu ts etc Ab ove all th e a gent is f amil iar

-

, ,
.
,

with th e a dve rt isin g p owe r an d val u e o f th e diEeren t

me diu ms I s th is m agaz ine a go o d me diu m f o r th is
.

S p ec ial k in d o f a dve r tisin g ? I s it kn own to be a go o d

p u l l e r ? I s it s r a t e l o w f o r t h e c i r c u l a t io n w h i c h it i s

kn own to h ave ? Wh at size o f sp a ce wil l be su fficient t o

g e t r e s u l t s in i t ? ( T h i s w il l d e p en d so mew h a t o n t h e

kin d o f c o py th at wil l be u se d ) Wh at sort o f c opy is .

a dv isabl e ? Th e a gen t wil l sen d ou t th e a dve rtisin g get ,

Oo p ie s o f th e m a ga z ine s an d newsp ap e r s wh e r e it a p

p e a r s a n d c h eck th em a n,
d p e r f o r m c l e r ic a l w o r k w hi c h
w ou l d give th e in dividu al a dve rtiser a w orl d o f trou bl e
at a l ar ge c ost wh il e th e a gent t ak e s h is p ay f ro m th e
,

c omm issions all owe d by th e p e rio dic al s Ab ove al l th e .

,

a dve rtisin g a gent sh ou l d be v al u abl e becau se o f h is ex

p e r i en c e w i th s o m a ny d i E e ren t k in ds o f b u sine ss h,
is

f am il ia rity w ith wh at o th e r a dve rtisers ar e doin g an d ,

h is int en sive exp e rt kn owl e dge o f th e su bjec t . Th e t ime

h as c ome wh en n o gene ral a dve r tisin g c am p a ign w ou l d
be u n de rtaken by any w ise a dvertiser h owever l arge , ,

with ou t pl acin g th e b u sine ss thr ou gh an a gency .

Wh en th e agency h as OEered a l ist o f p e rio dic al s in

which adve rtisin g migh t be pl ace d in dic ate d th e de sir ,
2 72 HUMAN NA T UR E IN B U S IN ES S
abl e siz e s ,
an d ou tl ine d th e b oo kl ets, f oll ow
u p l e tt e rs -

cu ts etc th at wil l be r equ ir e d th e a dvertisin g m an

,
.
, ,

a ge r goe s back t o wr it e th e c op y o r get some on e el se ,

t o writ e it l ay o u t the a dve rt isin g an d pl an th e c o

, ,

o p e r a tio n with th e s al e s de p a rtment .

Th e c o op e ra tio n with th e s al e s dep artment is ve ry

imp o rtan t I f sal e smen are empl oye d th ey sh oul d be
.
,

fu rn ish e d in a dvance w ith th e p roo fs o f th e a dve rtis e

ments an d a list o f th e p eriodicals in whi ch th ey will
a pp e ar Th e se th ey Sh ow t o th e deal e rs an d u se as a
.

l eve ra ge to get orde rs A b ook is Often ma de u p Of th e

.

a dve rtisements th at are t o ap p e ar an d s ent with a special ,

l ette r ann ou ncin g th e a dve rt isin g c amp a ign t o al l th e

deal e rs o n th e l ist o f ol d c ust ome rs or th e l ist o f p ros
p e c ts w h ic h t r ave li n g men a r e direc t e d t o ca ll o n a n d
t ry t o in te rest Th e gre at e st direc t goo d th at a gene ral
.

a dve rtisin g cam pa ign h as at first is to inte rest de al ers to

p l ace m o r e a n d l a rg e r o r de rs .

‘ ”
Eve ry a dve rtis emen t sh ou l d h ave a h oo k which will
’ ‘

cau se th ose wh o r e ad to an swe r an d p e rh aps s en d the

“ ”
n ame of th e ir l o c al deal e r T his h ook is u su al l y th e
.

o ffe r o f a f ree b oo kl e t ca ta l o g cal en da r or a dve rtisin g

, , ,

n ovel ty . T h e se n ames are imme diatel y sen t t o the

v a rious deal e rs an d a re u se d as an oth e r l eve r t o h el p

s al e smen o r c orr e sp on den ts sta rt new acc ou n ts o r in

c rea se th e s iz e Of ol d one s Th e direct sal es fro m the se

.

inqu iries are s el do m o r never su Eic ien t t o p ay b u t th ey ,

are ve ry u se fu l as a l eve ra ge by wh ich sa l esmen may

influ ence deal e rs .

Ill ustrate d mail in g ca rds an d f orm l e tte rs are pl anne d

- -

for th e l ist o f th ose who inqu ire an d also fo r the deal ers ,

wh o ou ght to bec o me new c us to me rs or ol d deal e rs wh o ,

ou ght t o give l a rge r o rde rs .

In a ddi tion ce rtain a dvertisements directe d to the

,

deal ers may be ru n in th e variou s tra de p ap ers These -

.
 PLANNIN G AN AD V ER T I S IN G CAMPAI GN 2 73

h el p t o fin d th e new de al e rs an d individu al men in

store s wh o do n o t r ece ive o r give a tt entio n t o th e m ail

in g c ards an d f or m l e tters Of c ou rs e th e s e a re entire l y

- -
.
,

diEer en t f ro m th e gene ral a dve rtisements since th ey are ,

a ddrest to th e deal e rs on th e l ine o f wh at profit o r

attra c tivene ss th e r e is f or th em in p ro m otin g b u sine ss .

Th e me rits o f th e go o ds ar e o ft en a sec o n dary matte r

with de al e rs as th ey will b u y onl y wh at th ey can sel l
,

t o a dvanta ge .

Wh en th e se item s h ave been f ul l y discu st in side th e

h ou s e by th e p e rs on a c tin g as a dve r tisin g m ana ger th ey ,

ar e al l l aid be f o r e th e a gent a ga in f o r h is c rit ic ism an d

su gge st io n He m ay r ew rite th e c op y pl an n ew p ic
.
,

t u re s an d in dic at e v a riou s o th e r th in gs th at o u ght t o

,

be c arrie d ou t on a l arge r o r small er s cal e Th e agent .

m or e an d m o re is bec o m in g th e c on su l tin g exp ert At .

on e t ime it w as th ou gh t h e w as t oo mu ch u n de r th e

infl u ence o f p e rio dic al s th at gave l arge c o mmission s an d ,

ca re d n othin g f o r th e c oll at e ral m atte rs su ch as the

f oll ow u p ou t o f wh ich h e got n o c omm ission
-
N ow
.
,

h owever th e be st a gen ts r e al ize th at to m ake a s a tisfie d

,

a n d c o n t in u o u s a dve rt is e r th e o nl y k in d wh os e bu sine ss
,

is w o rth h avin g th e s e c oll ate ral m att e rs mu st be r igh t

, .

Th e be st p e r io dic al s al so r e al ize th at an d try t o a dvi se

im p artiall y r e ga r dl e ss Of c omm issions fix in g th eir eye s
, ,

o n th e r e al su cce ss Of th e a dve rtise r kn owin g th at h is

,

su cce ss me an s th e ir u l tim at e p ro fit . Th e cust o m o f

ch argin g a fix t c ommissio n ab ove th e n et c ost to th e
a gent h as do ne awa y with ce r t ain ab u se s o f f av o ritism

g r o w in g o u t O f s p ec ial c o mm iss io n s. T h e dir ec t o r i n

direct b rib in g o f a r e pu tabl e a dve rtisin g a gent is n o

l on ge r p ossibl e .

Onl y a few o f th e l ar ge r gene ral a dve rtisin g a gents

p r o vi d e f o r p o s t e r s a n d s t r ee t c
-
a r c a r d s w h i c h,
a re

h an dl e d s e p ar at el y .
2 74 HUMAN NA T UR E IN BU S IN ES S

Q uest io ns o n Planning an Adv ert is in g Ca m paign

1 . What three diEeren t kin ds of ad ve rtisin g cam

p a ign s m a y be p l a nn e d ? H o w is eac h h an dl e d ?
2 Wh at is th e first requ isit e t o c a rryin g on an y ad
.

v ert isin g c am p a ign . Wh at mu st first be de te rmine d ?

3 Wh at du tie s do e s th e a gency p e rf o rm ?
.

4 Wh o w rit e s th e c opy ?
. Wh at r el ation mu st th e
a dve rtisin g h ave t o th e sal e s de p ar tment ?

5 In wh a t ways do e s th e sal e s de p artment u se th e

.

a dve rtising ? Wh at is th e h ook ?

6 Wh at su p pl ementary f orm s o f a dve rt isin g sh ou l d
.

g o w it h n a t io na l m a ga z ine o r new sp p
a e r a dve r t is in g ?
7 Wh e r e do e s t ra de p ap e r a dve rtisin g c ome in ?
.
-

H ow is it u se d t o be st a dvan ta ge ? Wh at k in d o f app e al
mu st be ma de to de al ers ?
8 Wh o is th e final c ritic o f th e a dve rtisin g pl an s
.
,

an d why sh oul d th e a gen t give u nb ia se d an d h one st

a dvice ?

9 D o e s the a dvert isin g a gent h an dl e all p art s o f th e

.

a dve rtisin g as far as distribu tio n is c once rne d ? Just

h ow does h e pl ace th e a dve rtisin g ?
 T H E P S Y C H O L O GY A N D A RT O F
A D V ERT I S I N G D I S P LA Y

TH E su cce ss Of a displ ay a dve rtisement which may be ,

re p e ate d in many ma gaz ine s an d c ost a gre at de al o f

m oney to p rint is a compl ic ate d matter Not onl y do e s

,
.

it requ ir e a great de al o f att ention b u t its eEect iv en ess ,

sh ou l d be t e st e d system aticall y be fo re mu ch m oney is

“
sp ent on it Con side r th e f ol l owin g
.

D oe s it secure attentio n ? Th is is a m atter o f siz e ,

p os it io n in t h e p u b l i c a t io n an d ab o,
ve a ll its d e s ign .

r l —
I s th e att en tion secu r e d f avo ab e su ch as natu ral l y
to cau s e l ik e rath e r th an disl ike ?
I s th e fav o rabl e att en tio n su ch as wil l l e ad to b u yin g ?
Th e re are diEeren t de gree s of th is : 1 T en dency t o .

r emembe r th e a dve rt ise d goo ds wh en o n e go e s int o a

sto r e t o b u y some th in g o f th at s ort 2 T en dency t o . .

inve stigat e u su al l y by writin g f o r a cat al o g o r b ookl e t

,
.

3 T en dency t o s en d an imme diat e o rde r

. Each h as .

its own t ech niqu e .

S ac tio n m a d e e asy b y cl ear stat emen t o f j u st wh at

do wh e r e to go wh o th e adve rtis er is ? A dve rtising

, ,

Odu c es ve ry f eebl e an d Sl igh t m in d cu rr ents t en din g -

a c tio n an d u nl e ss so me th in g ve ry simp l e
,
e asy an d , ,

rec t is ma de p e r f ectl y cl ea r th e c Eec t may be l ost

, .

A t t ent io n V a l u e s

Th e matter o f fi rst gr e imp ort ance is th at an adv er

a t
isem en t sh ou l d n ot o nl y be seen b u t n otice d
,
With .

‘
P rin c ipl es of Adv ert i si n g Arra n gem en t , by F rank Al va h
2 76 HUMAN NA T UR E IN BU S IN ES S
h u n dre ds of e
o th rs al l a rou n d it cry in g fo r a ttention ,

g e tt in g in t e ll igen t n o t ice is a di ffi c u l t m a t t e r .

Th e o rdi n a ry m in d can s ee b u t o n e th in g at a time ,

an d wh en s eve r al th in gs a r e Ob se rve d o n e a ft e r th e

o th e r,
th e ave ra ge mi n d tire s so qu ickl y th at it seems
to h ave an ob se rvatio n l imit o f th ree o r f ou r th in gs .

On l y th e m ost h ighl y tr a ine d min ds can give a ttention

t o t en or a do zen th in gs o n e af t e r th e o th e r an d in any ,

case as the nu mbe r inc reases the in ten sity o f a ttention

t o e a ch o n e dim in ish e s .

I t h as been p rove d beyon d a qu e stion th at a full pa ge -

a dve rtisement ge ts m o re than dou bl e th e attention given

a h al f p age an d mu ch m o r e th a n fou r t imes th e a tt en
-

t ion given to a qu art e r p a ge -

I t is easy f or th e hu man
.

min d t o see on e th in g on a p age bu t c om p a ra tivel y ve ry

,

h a rd t o see fou r th in gs I t gets c on fu se d l ookin g first

.

a t o n e th in g an d th en a t an oth e r .

Th e Ol d ma gaz ines b u nch e d all th e a dve rtisin g at th e

back o r in the f ron t The back c ove r p age s an d two o r
.
-

th r ee p a ge s in th e b o dy th e p age f ol l ow in g th e r ea d
,

in g matte r an d th at f a c in g th e re a di n g matte r in front

- -

an d th e p a ge s ne ar th e f r o n t c ove r we r e f ou n d t o r ece ive

a s m u ch as five t ime s th e a tten tio n given t o p a ge s in th e

m iddl e o f th e a dvert isin g sec tion S o the m ode rn t en .

deney is to h ave a l a rge r p age an d pl a ce th e a dve rtisin g

m att e r al on gside th e rea din g m att e r all th e way th rou gh
-
.

T his spre ads th e atten tion to a dvertisin g m ore equ al l y

th rou gh th e wh ol e m agaz ine an d m ak es small a dve rt ise
,

ments grou p e d t oge th e r with some skill m or e resul t

p r o d u c in g
.

T h en in th e a rran gement of th e a dve rtisement its el f ,

attention dep en ds fi rst on its simpl icity an d u nity In .

th e a dve rtisement itsel f on e o bjec t or on e w o rd w oul d

,

m ake an ins tan t imp ression tw o or th ree w ou l d mak e a

,

l e ss imp re ssion an d fi fteen or twenty al l o f th e sam e!

, ,
 AR T OF AD VER T I S IN G DI S PLAY 2 77

si z e or s everal diEeren t pictu re s wou l d be fatal to

, ,

a tten tion .

A s an a dvert isemen t t o be e ff ective in p rodu c in g bu si

ness mu st give att ention to seve ral di Eeren t thin gs we ,

ma in tain our u n ity by gettin g attentio n first to on e thin g

by m akin g it the m o st p ro minent then to the next th in g ,

in l ogic al orde r by m akin g th at th e next m ost p ro m inent ,

an d t ak in g c ar e th a t e a ch th in g Sh all h ave in it so me
:
th in g th at will int e r e st su Eic ien tl y to su gge st go in g o n
t ill at l ast th e fu l l stat ement is m a de in p l ain sm all typ e
wh ich w il l be re a d o nl y by th ose wh o h ave been l ed to
r e a d by wh at is c al l e d th e displ ay .

In a dvertisin g p arl ance this means th at eve ry ady ar

,
“
tisem en t sh ou l d h ave an eye catch er which m ay be a
-

,
“
p ic tu r e o r s p o t o f b l a c k c ol o r o f s o me so rt a ca t ch ,
”
l ine,
o r phr a s e S h o rt en ou gh t o be r e a d at a gl ance an d
“
l ik el y t o h ol d th e int e re st an d t h e ,
b o dy o r sm al l ,

typ e expl an ation an d a rgu ment l e a din g t o th e n ame an d

,

a ddr e ss wh ich ar e given a su b o r din at e displ ay s o as t o

,

fix th em in th e memory .

Th e be st eye c at ch e r is someth ing th a t is distinc tl y

-

di Eeren t f ro m anyth in g a rou n d I ts ch oice de p en ds on

.

wh at oth er a dve rt isers are u sin g With ou t a stu dy o f .

t h e su rrou n din gs o f an a dvertisement on th e p age o f th e

ma gazine it wou l d be imp ossibl e t o m ake th e be st ch oice
,

o f a goo d eye c at ch e r
-
. U su all y it is exce ss o f some on e
—
th in g m or e th an u su al whit e sp ace a b o r de r th at is ,

in divi du al an d p ecu li ar an a rr an gement in tw o o r th r ee

,

c ol u mn s wh e re o th e r a dvertisements are arrange d in on e

c ol u mn o r a simpl e an d strikin g p ictu re Wh er e o th ers
, .

a re u sin g p i c tu r e s an d sm al l typ e p e r fec tl y p l ain typ e ,

in l arge size m ay at tra ct attent ion Th e be st th in g t o

.

c at ch att entio n is a genu ine in dividu al ity in th e entire

l ayou t an d devel op ment o f th e a dve rt isement j u st as ,

th e man o r w o man w ith a dist in gu ish e d bearing o r an

2 78 HUMAN NA T UR E IN B U S IN ES S
in dividu al p e rson al ity is at eparate d fro m th e
o nce s

c rowd as y ou gl ance o ver it To give an a dve rt isement

.

th is distin gu ish e d in di vidu al ity is th e h e igh t o f adv er

t isin g art .

P l ea s in g S h apes an d Mas s es
Th e p rincipl e s Of a rt t each u s wh at sh ap e s, m asses ,
an d c ol o rs ar e m ost pl e asin g t o th e hu man instinc t We .

mu st u n derst an d th em in an el ementa ry way if we wou l d

a r ran ge a displ ay a dve rtisemen t so th at th e a tt en tio n

wh ich it p ro du ce s will be f avorabl e Even c ol or is an .

el ement in nea rl y all m o de rn a dve rtisin g becau se even ,

wh en the in k is o nl y bl a ck th e h al ft one gives u s s eve ral

,

sh a de s an d th e r el a tive bl a c kne ss o f p ic t ur e s an d masses

,

o f typ e or b o rde rs is a vita l el ement .

F irst tak e a ve rtical l ine tu rn it so it will b e hori

, ,

zon tal an d divide it exac tl y in th e mi ddl e

,
T h en tu rn .

it a ga in to its ve rtical p osition an d y ou will be su rp rized ,

t o s ee th at th e mark in th e middl e app e ars t o be bel ow

the m iddl e
~
You divide the l ine sl ightl y ab ove th e
.

middl e an d at once y ou s ee that y ou h ave a di stinctl y

,

more pl e asin g p rop ortion .

A wel l p roportione d b o ok p age is ab ou t 5 by

-

inch e s an d a sh ee t o f l e tt er p ap er is
,
-
by 1 1 inches .

On e ith e r o f th e s e p age s l et u s draw a s mall r ectan gl e

o f a b ou t th e sa me p ro p o rtio n s h igh e r th an it is wide a , ,

s qu ar e an d a S im il ar rec tan gl e l yin g o n its s ide

,

it is w ide r th an it is high The s qu ar e l oo ks c

.

p l ace . A c ir c l e l ik ew i s,
e w h en ,
u n su p p o r t e d is 0

p l a ce t o o u r eye s T h e r.ec t an g l e w h ic h
it is wide is rel ate d h arm on iou sl y t o the sh a
p p
a e r a n
,
d th a t w e fin d m o s t p l ea sin g T h e .

wh ich is wide r th an it is h igh l oo ks squ at on

p p
a e r s u ch as w e h a ve be f o r e u s ; b u t l et th e

r ec tan gl e r e p re sent th e sh ap e
 A RT OF AD V ER T I S IN G DI S PLAY 2 79

p r a ir i e ,
an d F rank Ll oyd Wright s mu ch ad
we h ave
’

mire d bu n gal ows with b roa d l ow l ine s I t give s u s , .

p l e asu r e t o s ee a ce r t a in l ine o r f o rm r e p ea t e d b u t ,

with v ariatio ns to relieve m on otony An a dvertisement .

sh ou l d be c l o se l y r el at e d to th e sh ap e o f th e p ap er o n

wh ich it is p rinte d an d the oth er f orms with which it

,

1s a sso c iate d .

“ ”
Th e go l den s ec t io n o f t h e G r eeks s een in s o m any
,

o f th e ir b u il din gs is 1 t o ,
o r ne arl y 3 t o 5 T h at .

is ab ou t the p r op o rtion o f a m agaz ine p age A still m or e

.

r efin e d p r op o rt io n f o r a dve rtisin g wo rk is th at o f 5 7 , ,

an d 1 1 Hal ve s th irds an d qu arte rs are in artistic p ro

.
, ,

p o r t io n s T.h e t y e
p p g a e o f a we l l p ri n-
t e d b oo k h as

its n arro wes t m ar gin at th e b a ck th e next wide st at ,

th e o u te r e dge an d th e widest at th e b otto m

,
Wh en .

th e s e vary in g m ar gin s ar e in th e p r o p ortion o f 5 7 , ,

an d 1 1 w e fin d th em f ar m o r e p l e asin g th an wh en

th e typ e p age is dir ec tl y in th e cente r o f th e p ap e r ,

as an in a rtistic p rint e r w ou l d pl a ce it I f we divide

.

a r ec t an gl e l ike a p age o f a dve rtisin g in a m agaz ine

s o th at th e a r ea o f th e l o we r p ortio n is 7 squ ar e
inch e s an d th e u pp e r p o rtio n 5 squ a r e inch e s we ,

h ave a pl e a sing p r op o rt io n I f th e c ove r o f a b o okl e t

.

h a s a b o r de r a r oun d th e p ap e r p age an d w e pl ace th e

m ain titl e ab ou t in th e center o f a sp ac e th at w ou l d
c orr esp on d t o th e u p p er area o f 5 s qu ar e inch e s an d ,

an oth e r l ine o f t yp e nea r th e b ott o m as a ba se we h ave ,

an artistic a pp e arance .

Ou r instinct for the l aw Of gravitation mak e s u s u n

e asy wh en we see h e avy masse s u n su p p ort e d by wh at
a p p e ars t o be a p rop e r b as e Cir cl e s an d cu rve s are
.

m ore be au tifu l wh en su pp orte d by wh at app ear to be

flat b a se p iece s .

Wh il e ou r in stinct p re fe rs t o divide a ve rtical l in e

ab ove th e m iddl e a h orizo ntal l ine w e wish to divide
,
2 80 HUMAN NA T UR E IN BU S I N ES S
exactly in th e mi ddl e an d thr ou gh ou t we l ik e an even
,

bal ance from s ide t o side Th e J ap ane se on th e c on

.
,

trary ser iou sl y Objec t t o ou r syst em o f b il a te ral b al

,

an c in g b u t th ey h ave a su b tl e r bal an ce o f th e ir own

,

on h oriz o nt al pl ane s .

Ou r a rtisti c in stinct t ak e s far gr eate r pl e asu r e in a

f ew r el ate d sh ap es th an in many u n r el at e d forms As a .

ce rtain th em e in mu sic app e ars a gain an d a gain s o a ,

ce rtain beau tifu l l ine wil l app ear in a wo rk o f art in

many va ry in g form s an d size s An a dvertisement .

sh o u l d h ave o nl y on e sh a p e o f typ e fa ce wh ich may b e -

m a de h eavie r an d thick e r t o give th e displ ay l ine s an d ,

may be u se d in v ary in g siz e s to avo id m on otony I f .

some o th e r f ace is u s e d th e c u rve s o f th e l e tte rs sh ou l d

,

at l ea st be on th e s ame o r de r A squ are gothic face

.

m ingl e d wi th a del icat e ol d styl e f ace make s u su al l y a

-

h ide ou s j u mbl e th e so me time s a car e f ull y devel op e d c on

,

t ra st is pl easin g When a th ird face is a dde d t o two

.

c ontra stin g face s h oweve r th e eEec t is s el dom pl ea sing

, ,
.

On e b o dy face an d on e displ ay fa ce in v ary m g S iz e s

- -

sh ou l d be th e a l m ost inva riabl e rul e f or a dve rt isin g

typ ogra phy .

An oth e r imp ortant principl e in a dvertising arrange

ment is m ovement I f th e r e is a fi gu r e an d th e face is
.

tu rne d away from th e b o dy o f th e a dve rt is ement th e ,

eye foll ows it an d a ttention is inevit abl y distracte d I f .

in an a dve rtisemen t l ine s ru n in m any direction s a ,

s en s e o f c on fu sio n r e su l ts as th e eye t rie s t o foll o w th em

al l at th e s am e t ime On the c on trary wh en l ine s l e a d

.
,

th e ey e dir ectl y t o th e m o st im p ort ant object or l ine o f

typ e th e a dve rtis ement a pp e ars distinctl y str on ger
,
.

Masses o f c ol or in an a dvertisement al so are imp or

t ant . I f th er e is a b order it sh ou l d be o f ab ou t the s ame
darkne ss o r l igh tne ss as th e displ a y typ e A p ictu re-
.

may be thrown into sh arp r el ie f by th e c ontrast o f a

 ART OF AD VER T I S IN G DI S PLAY 2 81

da rk backgr ou n d bu t th e l ight typ e o f the a dvert ise

,

ment sh oul d th en h armoniz e in c ol or with the pictu re .

Conn ec tin g tone s o r sh a de s h el p to s oft en viol ent c on

trasts b u t th ey mu st be r el ate d t o on e o r th e oth er o f
,

th e c on tras tin g c ol or n otes The s el ectio n o f a typ e

-
.

which is neith er to o dark n or too l ight to h arm onize with

a pretu re o r de sign o f some so rt ab ou t which an adver
tisem en t is b u il t u p is o ften a matte r o f th e great e st
,

imp ortance .

I n de signin g an advertisement l et us b e sure then to

1 A few rel ate d sh apes

. .

“
2 Pl ea sing p r op ortions like the Greek
.
, gol den
”
sec tion .

3 A sufi c ien t b a se
. .

4 B al ance
. .

5 A pl easin g c ontra st of c ol or ma ss with conn ec ting

.
-

t o ne s o r a c ar e fu l r el atio n between th e c ol or o f a pictu re

,

or b orde r an d o f th e typ e .

6 M o vemen t o f l ine s th at wil l c arry th e eye to th e

.

righ t p oin t f o r ca t ch in g th e m ost import an t idea .

7 S tren gth with h arm ony

. .

Th e l a st it em is n ot th e l ea st important
en . Too o ft

a rtistic de signe rs get a wel l bal ance d an d a ttr ac tive -

l o ok in g a dve rtisement b u t on e wh ol l y l a ck in g in s ell in g

,

f o r ce F o r bu sine ss pu rp o ses art is o f n o v al u e excep t

.
,

a s it a dds a gr e at e r eEectiv en ess t o th a t wh ich is al r ea dy

p l a nne d t o go s t ra igh t t o th e h e a rt o f a p o ssib l e c u st o me r .

Q u es t io ns on th e A rt o f A dv ert is in g

Wh at are the p sych ol o gical step s in the su cce ss

1 .

of an a dve rtisement ? Wh at three di ff e rent th ings m ay

an a dve rt is emen t aim at a cc o mp l ish in g ? In gene ral ,
2 82 HUMAN NA T UR E IN B U S IN ES S
wh at can y ou s ay Of th e min d cu rrent p ro du ced by
-

a dve rtisin g ? Wh at is e ssential , th e re fore , to ge tting

e
r sul ts ?
2 . H ow doe s the hu man m in d give a ttention ? Com
p a re f u ll p age , h al f p a ge , an d qu arte r p a ge a dve rt ise
- - -

men ts a s t o attentio n val u e Wh at eEect do e s p osition

-
.

h ave on atten tio n ? H ow are mo de rn ma gaz ine s mee ting

th is princ ipl e ?

3 Wh at is e ssential for a tten tion in the arr an ge

.

ment o f an a dve rtisement ?

4 H ow is a tten tio n c ar rie d al on g in a l o gical ch a in ?
.

Wh at is th e eye catch e r ? Wh at pu rp ose must th e h e ad

-

‘
l ine se rve ? Wh at o flic es h ave p ictu r e s an d b or de rs ?
5 Wh at p a rt do e s n ovel ty pl ay in ge ttin g a ttention
.
,

an d wh a t k in ds o f n o vel ty are be st su it e d to th is use ?

6 In wh a t way is c ol o r a fac tor in a dve rtising wh en

.

bl ack an d white o nl y is use d ?

7 Wh e r e do e s th e cen te r o f a ve rtical l in e appear
.

to b e ?
8 Wh at are the p rop e r p roportions for rectangl es
.

as f ou n d in b o ok o r ma gazine p a ge s an d al so in b u il d
,

ings on p ra iries ?
”
9 Wh at is th e gol den s ec tio n
. o f th e Greek s an d ,

wh at u s e is ma de o f it in a dve rtising ?
1 0 H ow sh ou l d m asse s be a rran ge d in an a dve rtise
.

m en t an d cu rves an d straight l ines h a rm o niz e d ? Wh a t

,

do th e J ap ane s e thin k Of our syst em o f b il ate

bal ancing ?
1 1 What is th e p rinc ipl e o f rel ate d sh ap es ?
.

12 I l l us trat e th e p rincipl e o f m ovement in a

.

tisin g a rr an gement .

13 .H ow w ou l d y ou h arm onize b orde r, p ictu re ,

p l ay l-
ine ,
an d b o dy ty p e in an-
a dve r tis emen t ?
 AR T OF AD VER T I S IN G DI S PLAY 2 83

14 . S u mm ariz e th e p rincipl e s of de sign in an a dv er

tisem en t .

A dv ert is in g A ss ign m e nt I
Tu rnin g ove r ve rtisin g p age s o f an y p e rio dic al
th e ad ,

fin d a go od ill u stra tio n o f e a ch o f th e p rincipl e s state d

in th e fin al su mm ary a n d al so an ill u stra tion o f th e
,

viol ation o f each p rinc ipl e .

The P ra c t ic al D riv e —C o py

A man stan din g on h is h e ad in an adve rtisement might

attra ct att ention b u t it wou l dn t be th e kind o f atten
,
’

tio n th at w ou l d l e ad t o b u yin g A p re tty p ictu r e migh t

.

a ttra ct attention b u t if it we r e u nrel ate d t o th e p rae

,

t ical o bjec t o f m akin g sal es it w ou l d still be u sel e ss .

A merel y artistic a dvertisement is l ittl e bette r th an a

h ide ou sl y u gl y on e an d s ome time s th e h ide ousl y u gl y
,

o n e is su cce ss fu l in sp it e o f its u gl ine ss Oth e r th ings .

be in g equ al h owever go o d attentio n val u e b acke d u p

, , ,

by artistic attra ctivene ss h as b rou gh t y ou p art way on

,

t h e r o ad to su cce ss Neith er o f th ese is th e c omp el lin g

.

e ssential h oweve r
,
.

Th e el emen t th at m ake s the p rac tic al drive o f an

a dve rtisement is th e ap p e al t o h u man n atu re I f y ou .

kn ow th e min ds o f p e opl e y ou c an ch o ose some p ictu r e

,

o r s o me p h r as e fo r a c at ch l ine which w ill t ou ch j u st th e

-

righ t sp ot in th e m in ds o f a su ffic ient nu mbe r o f p e o p l e ,

an d th en in st ron g t e rs e c omp el l ing words drive the

, ,

me ssage h ome .

“
T his is wh at is c al l e d writin g c op y b u t it is th ree ,

f ou rths kn owin g th e a ctu al c on dition Of th e m in d o f

the aver age m an o r w om an an d wh at will t ou ch its t en der
sp o t an d p r o du ce th e r eactio n th a t l ea ds t o actu al b u si

ne ss.

T h ere are three typ es Of c opy .

 ‘
2 84 HUMAN NA T UR E IN BU S IN ES S
Th e first h as f o r its bject to b ran d th e name o f th e
o

a rticl e o n th e m in d o f th e r ea de r al o n g w ith an un con ,

s c iou s su gge stio n Of su p r eme me rit Th e a dve rtisin g

.

Of P e ar s S o ap S a p ol io Unee da B is cu it Gol d Me dal

’
, , ,

F l ou r an d Cream o f Wh e at are go o d ex ampl e s o f this

,

typ e . No a rgu ment is p o ssibl e Eve ry o n e kn ows an d

.

a dm its th e h igh ch a r ac t e r an d gene ral me rit o f e a ch o f

t h es e The gre at th in g is th at th ey sh ou l d be r emem

.

bere d with pl easin g ass o c iatio ns P e ars S oap h as a .

’

beau tifu l p ic tu r e k ep t fre sh by c on stant ch an ge su g

, ,

g es t iv e o f d e l ic a cy r efinemen,
t a n d t h e ,
h i g h t o ne O f a

cl a ss o f p e opl e wh o c an a rd to p ay 15c for a smal l .

c ak e o f re all y go o d so ap The n ame is al ways p r omi .

nent becau se th e imp ortant th in g is th at th e n ame be

,

r emembe r e d wh en th e b u ye r go e s t o th e dru ggist .

S ap ol io h as de p en de d l ar gel y o f l a te ye a rs on th e su g , ,

g es t iv en e ss o f i t s S p o tl e ss T o wn G o l d Me d a
. l F l ou r

s ec u re s a pl e a san t su gge stivene ss by its ph r as e Even

t u al l y Wh y n o t n ow ?
— ”
T his me an s l ittl e b u t it h as a ,

ve ry f e tch in g su gge stion Th e sm il in g face o f th e c ol

.

o r e d ch e f in th e Cream o f Wh e a t a dve rtisin g is a sort

o f t ra de m ark ; b u t ve ry distinc tl y it su gges ts so me th ing

-

g o o d t o e a t— s o me th in g ex t r a g oo d — s o me t h in g in t h e
“ ”
first cl a ss h ot el divis io n
-
Th e pu n in
. Unee da is th e
p r inc ip al b as is f o r a dve r t isi n g ppa e a l t h e r e .

Th e s ec on d styl e o f a dve rtisin g is th at which in tro

du ce s th e me rits o f so me a rticl e Of u n kn own qu al ity
wh ich is t o be pu rch a se d th rou gh de al e rs o r a gents In .

th is line th e r e h as been n o m or e su cce ss fu l a dve rtisin g

th an th e No Rim Cu t T ir ea n d th e Inte rn atio nal Co rre s
- -

p o n d en ce S c h oo l Th .e fi rs t is f r a nk l y a r g u men ta ti ve o n ,

on e —
argu ment th e se tire s we ar l on ger an d s o are ,

ch e ap e r in th e l ong ru n Th er e is n oth in g to attract at

.

t entio n exce pt th e f ree o p en typ e in l arge sp ace an d th e

, ,

w o rds o f th e catch l ine s with th e l ittl e win ge d trade

-

,
 AR T OF AD V ER T I S IN G DI S PLAY 2 85

m ark to fix in th e mem o ry Th e c orresp on dence sch ool

.

p r es en ts o ve r an d o ve r in a p i c tu r e an d t h en in w o ,
r ds ,

th e o n e ide a Of th e a dv ant age th e man wh o kn ows h as

o ve r th e m an wh o d o e sn t kn o w o r th e b usine ss dis
’
,

a dvan ta ge Of ign o rance .

Th e o bjec t o f th is typ e o f a dve rt isin g is t o p ro du ce

—
inqu iries to m ake p e opl e go t o de al e rs o r a gents w ith
a fav o rabl e inqu ir in g min d
,
Th e c ou p o n is an e ssential
.

p a rt o f t h e m a c h ine ry f o r ge t t in g in t h e inqu ir i e s by
m ail f or th e c o rre sp on dence sch o ol Th e tire adv er .

’
t is em en t me r el y m ake s p e o pl e a sk at th e de al e r s wh en
th ey mu st h ave t ire s an d go t o get th em .

Th e th ir d typ e o f a dve rtisin g is th at wh ich is in

t en de d t o p r o du ce sal e s by m ail P e opl e will n ot b u y
.

u n l e ss th ey kn o w th e de ta il s o f wh at th ey ar e b u yin g ,

an d so t h e s e a dve rtisemen ts mu st h a ve a m ass Of s m al l

“

typ e in th em s u fli c ien t t o give th e en tir e sal es tal k To -

.

s ecu r e th is with ou t sa c rific in g th e at t en t io n v al u e s o r -

th e a rtistic ap p ea r ance is a difficul t m att er an d th e re ,

mu st be th e h an dic ap o f typ e too sm al l f or o rdin ary

a dve rtisin g wh ich p e opl e mu st be l u re d into re a din g
,

by th e f ew w or ds o r l ines in l ar ge typ e In th is styl e .

o f c op y th e en tir e r an ge o f e Eect iv e sal e s t al k c an be

,
-

u s e d an d a c o mb in atio n o f al m ost eve ry f o rm o f app e al

,

is p os sibl e .

To su mm ar iz e in th e fi rst t yp e o f c op y w e h ave
,

memory as th e l e adin g el ement c ou pl e d with pl easan t ,

sug ge stio n ; in th e s ec o n d t yp e r e aso n p r e do m in at in g ,

wi th su ch pl e asant su gge stivene ss as c an be a dde d an d

so me a tt en tio n al w ays p a id t o mem o ry o f th e t ra de

m ark ; an d in th e th ir d typ e n amel y m ail o rder adv er ,

-

tisin g w e h ave a ve ry c o mp a ct p re s entation o f th e

,

entir e sal e s tal k from att entio n ge tting to actu al s al e s

-

,
-

cl osing an d order pro du c in g -

.
2 86 HUMAN NA T UR E IN BU S IN ES S

Pro du c in g A c t io n

NO a dve rtisement is a good on e which doe s n ot pro

du ce some action th o th e a ctio n wh ich an a dve rtisemen t
,

in du ce s is u su al l y sl igh t .

Th e mem o ry typ e o f a dve rtisement c au s e s th e c u s

t o me r t o ask f or th e a dve rt ise d goo ds wh en h e wan ts

g oo ds o f th a t n a tu r e a n d go e s t o a s t o r e t o b u y th em .

Ju st to r emember to see wh at th at is is a sl igh t th in g , ,

b u t it is th e e ssen tial ac tion to wh ich th e a dve rtisemen t

mu st l e ad .

Inqu iry p rodu c in g a dvert is ements are aide d by th e

-

u s e o f c ou p on s an d th e r e mu st be so meth in g t an gibl e
,

ah e a d th at s eem s w o rth a sk in g f o r Th e cu st o me r do es
.

n o t w ish me re l y t o give h im se l f a way a s a p ossibl e b u ye r .

I f a ske d bl u n tl y t o ex pre ss h is in t e re st in th e Object

a dve rtise d h e will h e sitate B u t if an inte re stin g b ook
.

l et is Off e re d wh ic h m igh t give h im fu rt h e r in fo rmatio n ,

h e wil l ask f o r th at H is feel in g o f de sire is o ften ve ry

.

m il d an d if h e mu st get p en an d in k an d l e tte r p ap e r
,
-

an d r ac k h is b ra in f o r th e r igh t th in g t o say h e w il l ,

h e sita t e pu t it OE an d en d by fail in g t o a c t at al l
, ,
.

B u t if th e c o u p o n is h an dy th e w o rdin g is p rin te d an d
, ,

n othin g is to be done b u t sign on e s n ame an d encl os e ’

in an envel op even a sl igh t de sire wil l p ro du ce th e

,

a c tio n th at is nece ssa ry .

In th e ca se Of a m ail order a dvert isement th e gu ar ant y

-

an d a p p r o v al f ea tu r e is ab sol u t el y e ssen tial t o p r o

du cin g b u sm ess . P e opl e h ave been dece ive d s o o ften

th at th ey wil l n o t take ch ance s I t is qu it e sa fe f or
.

th e me r ch an t t o tak e ch ances th o f o rme rl y h e th ou gh t

,

h e c ou l d n o t a rd to do so Th e f ew c ase s in wh ich
.

th e p rivil e ge is ab u se d ar e t rifl in g as c o mp a re d w ith th e

t ot al v ol u me o f b u sine ss With th at f e atu re the app e al
.
,

a m ou nts sim pl y t o an invita tion t o see f or ones el f j u st

 AR T OF AD V ER T I S IN G DI S PLAY 2 87

wh at the a rticl e is be fore a fin al decision is r e ach e d .

An a dve rtis ement prob abl y w ou l d n ot be strong en ou gh

t o p ro du ce a fin al dec isio n b u t a dec isio n t o ex amine
,

th e goo ds OEere d is m o re e asil y r e a ch e d an d f or p ra e

t ic al pu rp ose s is j u st as go o d .

Th e s ec r e t o f cl o sin g s al e s is t o secu r e on e smal l de

c ision at a t im e — th e sm al l e st simpl e st e asie st th a t is
, ,

p oss ib l e . I f t h e l a p s e o f t ime w il l b r in g a b o u t t h e fin a l
dec ision au t om a tic al l y th e a dv ertise r h a s s ec u re d a
,

p o s it ive a dv a n t a g e ,
f o r h u m a n na t u r e i s f a r m o r e p r o ne
t o ne gl ec t th an t o r o u s e it sel f t o p ositive a c tio n . On e
p o s it ive ac t io n m u s t a l w ay s be s ec u r e d b,
u t t h a t sh o u l d
be th e e asie st th at wil l se rve Al l th e su b sequ ent a ction s
.

sh ou l d be Of a ne gat ive ch ar a ct e r t h e s al e be in g cl o se d
,

by del ay or me re f ail u r e t o take p ositive a ction to th e

c o ntr ary When two or three p ositive a ction s are re
.

qu ire d th e v ol u me o f bu sine ss is su re t o be r e du ce d
,
.

Th e actu al r e su l tin g a ctio n de p en ds t o a l a rge exten t

n ot o nl y o n th e fin al a p p e al fo r a c t io n b u t o n th e w ay ,

in wh ich th e min d is l ed str aigh t f ro m th e p o int o f fi rst

a t t ent io n t o th e p o in t Of dec isio n . Often an a dve rtise
ment devel op s pl enty of int ere st in itsel f bu t it l e ads ,

in a r ou n dab ou t w ay t o th e p o int o f a ctio n an d so th e

m in d o f th e cu stome r is l ikel y t o get l ost be fo r e he
r e a ch e s th e p o int o f dec is io n t o act Th e t r en d o f th e
.

a rgu ment m ay n ot be j u st exa ctl y in th e l ogical l ine

t o wa r d th e p o int Of a c tio n b u t a t rifle t o o n e side o r th e
,

oth e r an d s o th e fin al a c tio n th at sh o u l d be p r o du ce d is
,

m isse d in a few c ase s an d th ose f ew m ay bring th e a d

,

v ert isem en t bel o w th e p ayin g p o int -

.

Many a dvertisers do n ot r e al ize h ow very cl earl y h ow ,

ry sp ec ific al l y an d in de t ail th e cu sto me r mu st be t ol d

g o ,
j u s t w h a t t o a s k f o r j,
u st h o w t o g o

th e th in g h e is v a gu el y int e re ste d in .

e su gge stive eEectiv en ess o f a simpl e

2 88 HUMAN NA T UR E IN BU S IN ES S
an d direct c omman d sh ou l d be empl oye d Ra rel y is a .

h in t o r a su gge st io n suffic ient Th e a dve rtis er says o ver

.

an d o ve r Do it ! DO it ! DO it !
,
T h e re is an u nqu e stion
abl e t en dency in th e hu ma n m in d t o f oll o w a c o mman d ,

e sp ecially wh en it is given with cl e arne ss an d ene rgy .

Al so ex treme ene rgy in an a dve rtisin g ap p e al seems to

in du ce ene rgy in the r e ade r wh o c an w ork OE th is in
,

du c ed ene rgy in n o be tt e r w ay th an t akin g th e action

th at is su gge ste d an d is so simpl e an d Ob v iou s .

In c oncl u sion l et u s say once m o re emph atical l y NO

, ,

AD VER T I S EM EN T CA N B E CALLED S U CC ES S
F UL WHI CH D OES N OT LEAD DIR EC T LY TO
S OM E D ES IR ED A C T I ON .

Q u es t io ns on t h e Prepar a t io n o f Co py
.

1 S u mm a riz e th e be st ways o f ge ttin g att entio n in

.

a displ ay a dve rt isemen t .

2 Wh at is th e th in g th at mak e s the p ractical drive

.

in an a dve rtisement ? On wh at do e s su cce ss in w riting

c opy de pen d ?
3 De s c ribe th e fi rst Of the three typ e s o f c opy an d
.

g ive il l u s t r a t io n s o f it.

4 Des c ribe an d ill u strat e th e s ec o n d typ e o f c opy

. .

5 De s c ribe an d il l u stra t e th e th ird typ e Of c opy

. .

6 Wh at are th e e ss ential men tal p ro cess e s in th e

.

a ppeal o f e a ch typ e .

7 H ow do es th e mem ory typ e p ro du ce a ct ion ?

.
-

8 H OW do e s th e a rgu menta tive typ e p ro du ce a c tion ?

.

9 H ow doe s m ail o rde r c o py p rodu ce action ?

.
-

1 0 Wh at is th e s ec r e t Of cl osin g sal es ?
.

1 1 Mentio n c au se s o f fail u r e t o get de sir e d a ctio n

. .

1 2 Wh at tw o s p ec ial me an s may be us e d t o fo rce

.

actio n directl y ?
 MA GAZIN E AD V ER T I S IN G 2 89

at A LL J CE N T B D s o a p ?
'

Ps a m '
0 1 7 0 at Ro ss 3: m 5 m
13

T h e S i m pl est F o rm of S u gge s tiv e B e a u ty A d v e rt is e m e n t

 HUMAN NA T UR E IN BU S IN ES S

S u ggestiv e P ic tu r e, t h e S u ggest iv e W o r d , a n d B ra n d N a m e t o
I mpr est o n t h e Mem o ry
 MA GAZ IN E AD V ER T I S IN G 2 91

s Of Distinctio n
Fro m t c o s t y o u w ill fin d m a ny
ast
o o
ac
ho m e s t hat O w e t h e i r c harm a n d di st i n c ti o n
t o t he fac t t ha t t he y are fac e d W i t h

XBl l C K
‘

T hey are ho m es o f m e n and wo m e n w ho b uy the fac ing fo r t he ir

ho m e s Wi th the sa m e ec o no my th ey e x e rc ise i n O th er purc h ases .

C are ful investigatio n has c o nv ince d the m th at o nly in Hy te x -

Bric k c an be fo u nd the u t m o st in fire safe t y, pe rm anence, co mfo rt,

-

be a u ty and ec o no m y in fac ing m aterial .

Ho uses fac e d w ith H y -

t e x a re sl ig h tl y
h igher in firs t c o st t han fram e an d
O t he r c hea p c o n st ru c t i o n , b u t sa v ing in f ue l , in su ra nc e pre m iu ms and u p k e e p -

c harge s Wi pe o u t t h i s d iffe re nc e i n a very s ho rt ti m e

fe n d fo r the se .

bo o kl e ts t o da y I sn Hy te x w o rt hy o f your co nsideratio n befo re yo u sel ec t the fac ing

’
t -

x
:

'

g e a rro n a f o r S m a ll Ib r fo r y o u r ne t ho m e ?
be: g o me n . P i c tu res a nd floo r
il a ns o f 2 6 ho uses o f re al l y mode rate
‘
OS I . Se nt fo r {o ur co me to cover HYDRAU U C PRESS BRIC K C O MPANY
'

nail i ng c harges.
"
Ge n u ine Ec o n o m y in Ho me
Ba ld i n g De al s Wi th the pro b
.
De pt E 10
. St Lo u is,
. MO .

e ms of b u i l di n g f ro m th e home B RANC H O FFIC ES and EXHIBIT RO O MS B al t i mo re Md : C hic ago .

iu il de r s po i n t o f Vie w S e n t fo r ten
'
.
Il l C i nc i n na i ie o C l e v e l a nd 0
. Dave n po rt. 1a I ndi a n apo l is I nd»;
. . .

no t: to cov er mai l i ng c harges. K a nsas C i ty Mo , Mi nne apo l i s M i n n Ne w Yo rk C i ty : O mah a Ne b :

. . . .

Phi l ade l phi a Pa T o l e do O h i o Was h i ng to n D C

. . .
2 92 HUMAN NA T UR E IN B U S I N ES

Un s e e n Fo rc e s Be hin d Yo u r Te le pho
HE in s tru m e n t is a c o m m o n s ight b u t it a ffo rds n o idea o f
'

I
te le p ho n e , ,

m a gn itu de o f the m e c ha n ic a l e q u ip m e n t by w hic h it is m a de e ffe c tiv e .

To giv e y o u s o m e c o n c e p t o n o i f the grea t n u m be r o f p e rs o n s a n d the e n o rm

ti t f m i l
a te r a s re q u re i d to m ain ta in an a lw ays e ffic ie n t s e rv ic e , vari
-
q u a n y o

i
c o m par s o n s a re he re p re se n ted .

The c o st o f t h e se m a te ria l s u n a s se m b le d is o n ly
'

4 5 70 o f t he c o s t o f c o n s tru c tin g t h e te le p h o n e p la n t .

Po l e s
enoug b u ild a s to c k
h to eno ug h t o strin g a ro
a de a ro u n d C a lifo rn ia La ke Erie
o f th e m w o rth , o f the m 5 ,

in the lu m b e r y a rd a b o u t ow ned w h ic h
, ,

e q u ip m e n t, c o st a t

fa c to ry
Wire
to co il a ro u n d th e e a rt h
62 1 t im e s
in a lin e w o u l d ex t
m ile s o f it w o rth a b o u t
thirty s ix m ile s 55
,
- -

in c lu d
,

o f the m w hic h c o st,

in g to n s o f
,

ss e m b le d
w o rt h $ 88
,
c o p per ,

Bu ilding s
Le a d an d Tin su ffic ie n t to ho u s e a ci
l d l —m tha n
—b
to oa

e in g
coa c a rs I
sa n d b u ildin g s w hic h
o
o re

,
a tl
,

p o u n ds, w o rth m o re fu rn is h e d a n d w itho u t !

,

tha n c o st

Co n du its
t o g o fiv e tim e s thro u gh eq u a l in nu m b e rs to
the e a rth fro m p o le to e n tire p o p u la tio n f o

po le o m in g Be ll
fe e t w o rth in th e w a re
, te m e m p l o y e s, no t
ho u se c u din g t
l h o se o f c o rin

in g co m p a n ie s .

The p o le s a re s e t a ll o v e r this c o u n try a nd s tru n g w ith w ire s a n d c a b le s ;

,

c o ndu its are b u rie d u n de r the gre a t c itie s : the te le p ho n e s a re in s ta lle d in se pa i

ho m e s a n d o ffic e s ; the s w itc hbo a rds ho u se d c o n n e c te d a n d s u pp le m e n te d .

o the r m a c hin e ry a n d the w ho le Be ll Sy s te m k e p t in ru n n in g o rde r s o tha t

.

s u bs c ribe r may ta lk a t a n y tim e a nyw he re , .

A MERI CA N TELEP H O N E A N O TELEG RA P H C O MPA

A ND A S I
S O C A T ED C O M P A N I ES

Un i ve rs a l S m

A n I n t e r e s t i n g S h o rt S t o r y ,
I l l us tra ted an d Displ aye d
 MA GAZIN E AD V ER T I S IN G 2 93

P o l ic i e s In

GLASS BRE
AKAG

Se c u re a ga in s t lo s s thro u gh b u rgla ry o r the ft .

-
Se c u re i
a ga n s t lo s s thro u gh gla s s b rea ka ge -
.

-
Se c u re a ga in s t lo s s th ro u gh da m a ge b y w a te r o r e x p lo s io n o f b o ile rs .

Se c u re a ga in s t lo s s thro u gh in ju ry to s e rv a n ts o r gu e s ts o n the p re m ise s .

Sec u re a ga in s t lo s s o f re n t thro u gh fire a n d o the r c a la m itie s .

‘ ‘
T H E ZE I N A S
' '
Y“ m“w

C o m bin a t io n R e s ide n c e Po l ic y
( So ld in Sta tes w he re aut ho riz e d )
if yo u l
va ue a fe e lin g o f a b so lu te s e c u rity a g a in s t a ll p o ss ib le fin a n c ia l lo ss .

F al l i n , te a r o ff a nd m a il b a c k c o upo n NO W

I
TO T HE i ET NA A CC DENT A ND L A B L TY c o , HA RT FO RD CO NN I I I . . .

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‘
v .

Con f u s ed Eff ect T hro u gh Equ al Ey e -

Movem en t in Ma ny Direc tio ns
 re gu a r l
fa v o rite
A so u p tha t eve rybo dy e njoys Ju st the s avo ry no u rishing
.

dish yo u wan t to he lp o u t a s le nde r dinne r; give c ha rac ter

to a lunc he o n ; o r add tas ty substan c e to a ny me al

XTAIL
D
0 UP
It is d f m l d m a ty o x tails p re p a re d with
m e ra
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u tmo st nic e ty a n d c are The slic e d jo ints are c o mbin ed

.

with c arro ts , tu rn ips , b arley, c e le ry a n d he rbs in a ric h

to ma to puré e whic h is fla v o re d with dry Sp anish s he rry o f
o u r o wn im po rta tio n .

c o uld n o t imagin e a mo re who le so m e

a n d s a tisfy in g so u p Pro v e this yo u rse lf to

.
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Your money fla ck zf not ra tifi ed

'

day . .

2 1 k in ds 1 0¢ a can

C l a m C h o w de r
C o n so m m e
Ju h e n n e
M o c k T u rt l e
Mu ll i g a t a w n y
Mu t to n B ro t h
O x T ai l

Lo o k fo r th e re d -
an d w hite la b e l
-

P l a in g y up t h e L e a d e r, wit h L ist V er y S m al l
MA GAZIN E AD V ER T I S IN G 2 95

y
T h e A rgu m en t a t i v e T p e
2 96 H UMA N .
NA T UR E I N BU S IN ES S

nam e Bo rde n guarant e es

t he p u rit y o f m il k
T he Bo rde n C o m pany rec e ives ev e ry year po u nds o f m ilk su p p l ie d by
c o w s, de li vere d fro m da i ry farm s .

T his m i lk is in spec ted, c oo led, past e u rired, c o nde nsed, e v a po ra te d an d o t he rw i se

c are d fo r i n 150 difi ere n t p la n ts, lo c ate d i n 15 states an d p ro v m c es .

Bo rde n fresh m i lk is de livered every m o rn ing o ve r t he t w o largest m il k ro u t es in

'
s

t he w o rld— N e w Yo rk a nd C hicago Yest erda y s m i lk ing is o n t o day s brea k fast tables

' '
. .

Bo rde n s C o n de nsed Mi lk and Evapo rated Mi lk a re so ld i n every to w n a nd by prae

'
’

t ic ally every gro c e r in N o rt h A m e ric a .

Upo n t he right han dling of m i lk t he first few ho u rs aft er m il k ing de pe nds i ts p u rit y,
h h f d d f h d d h u a l i ty T he w ash i n g
ju st as o n t e ri g t ee i n g a n c are o t e c o w e p e n s t e q .

o f t he c o w , t he st eril i z ing o f t he ha n ds o f t he m i lke r, p ro t ec t io n fro m t he arr, t he

k f l l l h m k d
’

q u i c n ess o t he c oo in g , a t ese st e
ps a e B o r e n s

in all its fo rm s — fresh, c o nde n se d, evapo ra te d, mal t ed

, c u ltu re d —a sy m bo l fo r
p u ri ty a n d q u al i t y.

B O R D EN S C O N D EN S ED
’
MIL K CO .

N EW Y O RK
 MA GA Z I NE AD VER T I S I N G

Go o d Ma ga z in e A dv e rt is e m e n t s N o w a da y s C o m b i n e H a l f T o n es
-
and

P en a n d
- -
I n k Dra w i n gs
 HUMAN NA T UR E IN BU S IN ES S

So m e Ba d Ju dgm e n t
'

Abo u t fo o d o r drin k ca u s e s the he a da c he s , l l

s e e p e ss ne ss ,

bo w e l t ro u ble s he a rt fa ilu re
, ,

a n d o n e o t he r dis tu rb a n c es .

It s
'

eas y to p ro v e w he the r o r no t

Co ffee
is the hidde n c a u se .

So m e pe rs o n s are rea lly an x io u s enou g h to re c o v e r

lo s t he a lth to m a ke the ex pe rim e n t an d fin d o ut .

(l u it c o ffe e a bso lu te ly fo r IDdays an d u se ho t , we ll m a de

-

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A ge n in { m}
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drm k m a e o w ea t
.
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a n d a s m a ll p e rc e n t
a s n a ppy 8a v o u r
o f Ne w O rlea n s m o
m u c h re s e m bli n g
13 8 8 6 8
O ld Du tc h J ava .

Po s tu m is p u re an d a b so lu te ly fre e fro m f
ca f e in e , o r dru g o f a ny

If the ac he s an d a ils b e gin to dis a pp ea r in a fe w da y s , yo u w ill

kn o w ho w to a v o id tha t k in d o f tro ub le in the fu tu re .

Po s tu m co m es in tw o fo rm s

Re gu l a r —
Po s tu m m u s t b e w e ll b o ile d .

In s ta n t Po stu m is a s o lu b le p o w de r A tea s po o n fu l dis s o lv e s .

q u ic k ly in a c u p o f h o t w a te r a n d, w ith t he a dditio n o f c re a m a n d .

s u ga r m a k e s a de lic io u s be v e ra ge in s ta n tly
, .

It s lo t o f fu n be f ly w e ll
'

a to p e r e c t .

fo r POSTUM
”
Re a s o n
’
The re s a

Op en , Ea sy R ea din g, in U n i f o rm Type
 MA GAZIN E AD V ER T I S IN G 2 99

The Thin gs Wm o en

Ke e p l et Ab o u t
PVha t n e a rly a ll w o m e n g o thro u g h
a nd do n t
’
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l ight fo r t he firs t t im e : the re t ic e n c e s t hat
so m a n y hav e : the ,
b u t b i
l itt l e
g, t h in g s

that hu rt so b a dly bu t t hat w o m e n c a n t t al k

’

a b o u t : t he c u rt a in s o f m is t t ha t s o o ft e n
fall b e tw e e n hu s b a n d a n d w ife : t he b a t t l e s
t ha t s o m a n w iv e s fig h t in t h e da rk
y
a n d a ll in s il e n c e H e re w o m e n n o t o n l y
.

”
t e ll o f t he m , b u t in e a c h “ c o n fe s s io n is
“ ”
t he w a out t ha t s o m a ny w o m e n a re
y
g ro pin g fo r, l
c e ar ly , sh o w n fro m a c t u al

ex e rre nc e .
P
The s e rie s is in

The Oc to b e r LADIES HO ME JOURNAL ’

15 Ce n ts : On S a le Eve ry whe re

T H E C U RT IS PU BLI S H I N G C O M PA N Y , I N DEPEN DENC E S Oi JA R E, PH I LA DELPH I A

T h e Edit o r B el i ev es i n t h e S im pl e F o rc e of I d ea s
300 HUMAN NA T UR E IN BU S IN ES S

rc yc e l Tire
Ho l ds Ev e ry Wo rl d s Re c o r o
’
—
d D mi n a te s in Sa l e s
An d Eq u ip s A o f All the Ne w
3 Ma c hin es
I t is b u ilt b y
'

—
Go o dye a r b u ilt ju s t
th e s ame as Go o dye a r a u t o
mo b ile tire s, whic h have w o n to p plac e in Mo t o rdo m C o nside r .

t ha t — o ne ma k e r ho lds t he le a din g p la c e bo th in mo t o r c a r a n d

m o t o rc yc l e t ire s , d e s p it e t re m e n d o u s riv a l ry I n t h re e ye a rs .

Go o dyea rs have gained t o pmo s t pla c e in Tire do m An d t he o n ly .

rea so n l ies in s nipe r se rvic e pro v ed b y millio ns o f these tire s

-
.

a Cha n c e ?
Rival ma k e rs , o f c o u rse m ust sa y , , fie lds b y giv ing m os t o f wh a t y o u
"
Ou r t ires a re a s go o d as Goo dyea rs . de sire in a m o t o rc yc le t ire .

B u t loo k at t he ev ide nce .

T he n wh y t a k e c ha nc e s ? No t ire , in
'

H o w is it t ha t Go o dyea rs wo n a ll
'

' a ny wa y , o ffe rs m o re t ha n Go o dy ea rs
t he w orld s rec o rds in s pee d and d ura
.

b ilit y t est s ?
Yo u pa y n o m o re fo r Go o dye a rs t ha n
fo r o t her s t a n da rd m a k es N o go o d
Ho w is it t ha t Go o dy ea rs in t he t es t
.

,
t ire c o s ts y o u l ess A n d t he v erdic t o f
.

t im e , ca m e t o o u t se ll o t he rs ? t he fin a l v e rdic t a s s h o w n b y
n se rs
Why is it t ha t t hree '

sa le s — is t ha t Go o dyears
fo urt hs o f a ll t he 19 14 a re b est

Md
.

m o t o rc y c l e s c o m e o u t
t h G o o dy e a r e q '
a do u b l e
e w it h a
t h ic k a n t i s k id t r e ad
m e nt ?
-
.

Ma de b y a pa t e nt m e t ho d
And l o o k a t s u t o mo t o prev e n t t rea d s e pa ra
b ile s T ho se t ire s m u st
.
t ro n Ma de t o ho ld fo r
.
~

a l so sta nd fe a rful e v e r t he p la c e t he y

s t ra in a n d grin d .
ho ld t o da y .

A n d m o s t u s e rs T he re i s a Go o d
"I
.

{W
ear
m et er t he ir m ile
0 D f0 5 US
Go o y —
gfi
.

a ge a rs
a ddres s a l so fo r o ur
.

t he t fie l
in
f av e
b oo k w hic h p ic t ure s
o u t ri v a le d a ll and de s c rib e s t h e
ot he rs . No w t hey Mo to rc yc le Ti re s m aking o f Goo d y e ar
bo t h

THE GO O DYEAR TIRE RUBBER CO MPANY Ak ro n , Ohio ,

To ro nt o Ca nada , Lo n do n En g la n d Me x ic o C ity Me x ic o
, ,

M a and Ag en i s in 103 P incipal Cities

c e D l r E y w he e Wit U Anything Y W t in
e a e rs ve r r r e s on ou an

S k il f u l Displ ay of Typ e with a To u ch Of I l l us tratio n b y L ord Th o m a s ’

C o py W rit er
-

( N o t i c e T r
. a d e Ma rk ) -
 MA GAZIN E AD V ER T I S IN G

No te Ho w Go o dye a rs
Do m ina te in Ev e ry Stre e t
‘

Yo u Ca n See Tha t All W

e a the r
-
Fo rtifie d Tire s
Me n Pre fe r The m Trea ds Goodyear Fo rtifie d Tire s are the o nly
bt—
tire s whic h have o ur No e Cut fe ature
No man can do u e lo o ks around ii h T his is a n o the r e c l u s iv e
—
x That c o mbats um c uttmsz in the best way
- -
.

this to ugh
-

that Goo dyear tires have best me t me n s Goo dye ar fe tur

'
-
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kno wn
,

req uirements. do u b le t hi c k a n ti s ki d The

.
- -
.

The y are the o nly ti res which ge t the

No te what motonsts
a perce nta ge ot gn ps are dee p and e ndunng ,

sharp e dge d and re sistle ss Ye t O n Arr c ure o n whic h w e spe nd

-

have adopte d the m me n who want - .

,

the y are flat and re gula r ye arly That e nds a major

q uahty tires Goo dye ar tire s after IS
.
.

cause o f blo wo uts

.
,

ye ars o f testing o utsell a ny o ther plain tre ad s —

' .

, .
He re is all o f a

h c o mbine d w i th e x
By a pa te nt me thod used by us alo ne
smoo t ness,
Those Goo dyear use rs number hundre ds we duce by 60 pe r ce nt the risk O I
-
re
tra thic kne ss e x tra to ughne ss and
W
,

of tho usands To ge the r the y have me d tre ad se para ti o n.

.
a b ulldo g gn p . hat o the r
o ut mo re than four millio n Go o dye ar tire s .
tre a d ho w e ve r c ostly mee ts
, ,

They are me n hke yo ur Wi th wants -

w inte r ne e ds li ke this ? T hus w e dire c tly c o m b a t th e c hie l
li ke yo urs The y se e k safe ty and
. ca use s o f tire rum in w ays e m
sturdmess free do m fro m tro uble Thus
plo ye d by no o ther maker
, .
.

The y lo o k fo r lo w c ost pe r mile ,

we save tire use rs nu lho ns
. Thu:
just as yo u do .
we avo id for the m l
co unt e ss tire
The y have de cide d in this o ve r ,
tro uble s.
w he lming w ay that Goo dye ar ti res
In addi tio n we spend l 00 00C
x
, '

e ce l And to day the ca rs wrth ,

.

Goodye ar eq uipme nt w o uld re ac h ye arly in labo rato ry w ork to insurr

a tho usand mile s plac e d e nd to ,
you the utrnost in a q uahty tire .

e nd . Th ose are the resistle ss re aso n

Do e sn t th a t s u g ge s t tha t, w he n
’ which are bringing me n by ih
y o u k n o w w h a t th e s e m e n k n o w ,
'
le gi o ns to the se Fortifi e d Tire s
y o u l l a l s o use the se tire s 7 And they are bo und to bnng you

As k any dea l e r f o r Go o dy e a
Fo rti fie d T ire s a nd h e w ill s u p p l
y o u ti re s su c h e s w e des c rib e,

The Go odyear Tire Rabbe

Company, Akron, Ohio

A S u gges t i v e P ic t u re S o m etim es H el s t h e A r um ent

p g
 3 02 H UMA N NA T UR E IN B U S IN E S S

BEC O ME A
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I rec o mm e nd T h e Ch a u ta u q ua Sc hoo l o f N u rs ing . I es

do ub le m y t u i tio n w h i l e s t u d y i ng no w I rec ei ve $ 20 a wee k
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H E C h a u t a u q ua S c
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o w n h o m es t o e a rn 3 !
$ 2 5 a w e e k as n u rs es S
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fo r a c o p y o f H o w l B e c
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a nd o u r e ar B Y
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f o rty eight spec imen less o n

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T h e C h a u ta u q u a S c h o o l o f Nu r s i

Gon na n F re nch —E n g l i s h
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Ar e Yo u S u c c e s s l u l ?
as ."i s w h at th e i yi uui ar ormu Co runa
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Y o ur m e m o ry is t h e me as u re o f y o ur me n t al e m
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T H E l 9 12 S T A N AR D I C I JO N A R Y
’
.

THE NAT PRESS ASS N Dept K INDIANAPOLIS IND

'
.
. . , .

143 0 S c h o i l e id B u i l d i n g C l w
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C IV IL S ERV IC E N ow
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N o r do w e d a m to ma k e yo u rl o h l a a
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m e ri t s h o rt h o u rs a nn u al v ac a t io n a n d s ic k l e a v e w i t h p ay
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Ma ny t h o u s a n d s a ppo i n t e d y e a rl y B o t h s e es N o p o li t ic a l h o n e y se n d a c o p y o i th i s p ict u re wi th 6

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.

pu i l N e a rl c l as s i fi e d po s i t i o n s C o m mo n s c h oo l e d u I n stam ps {o r po r t i o l l o o i ca r too ns and

y
. .

c at io n s u mc e a t s Fu l l l n i o rm at io n an d q ue st io ns use d b y th e l em p ia te an d l e t us e pla i n.

C i vi l S e rv ic e C o mm is s io n t re e
W L EVANS TOON“
‘
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.

Col uM W
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Bl AN CORRESPONDENCE COLLEGE, GTON . D C . . leader Bids Ga rland 0

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H rr v a r d , Bum u , Cu r u t l l a nd l a nd i ng

$ 50 -Pag e Ca ta l o g Fre e. Wri te Tod ay

Th e H o m e C o rre s p o ndence S eh o i
De p t 8 4 8, . S p rin g fi e l d, H u s.

A P a ge of S uc c ess f u l S m al l A dvertis ement s, Ea ch Distin ctive

 MA GA Z I NE A DV ERT I S IN G 303

to pe rfec

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L o o k in g P a ge in U gly Typ e . A dv ert is em ent s S ho ul d B ewa re
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A nd in the b a rga in, jus t to s pre ad th is e ditio n to e v e ry c o rne r o f th e c o u

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Send Cou po n fo r 1 8 Vo l u m e
4 5 3 S h o r t S t o rie s
Kip ling
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‘
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T h e firs t c o m l e t e edi t io n o f O 0 H e n ry a re h ea a nd w e c a n t
’
( at
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H e n ry s n o rk s s o d a t $ 125 a nd e v e ry a ff o rd t o m a k e t is a p e rm a
’
,
‘
s e t w as t a k e n b e fo re t h e s h ee t s w e re i n i i e ii t t hing O n ly t h e d e m a nd 3 .
.
7
t h e i r c o ve rs A l rea d y 0 H e n ry h a s b e o f t h o u s a nds o f d i sa ppo m t
‘
5 3 o

3
.

‘
c o m e a C lass i c H is b i o gra p hy is b e i n g e d b o o k lo v e rs c a u s e d u s
3
x
-

‘
st ri t t e n i ii b o o k s a nd m a g a z i n e s , h i s t o e t e n d i t fo r t h es e fe w 3
“
s t o ri e s a re d ra m a t i z e d {o r t h e s ta ge a nd w e e k s m o re 3
x ego s
.

‘
fo r t h e ni o v m g p i c tu re s , t he t e t b o o k s o f
- -

3
“o 0
5
:

Mo n e y Wi th
'

s s “
Se n d No th C a ? f
.
‘ e s
e o u po n
3 c

b i g e st t h e b es t t hing in t h e c o v e rs o f a b o o k yo u
’
t h ey re n o t th e
— ‘ g
c
, 3 5
°
e v e r s a w o r re a d e t t er t h a n m o v m g p i c t u res fo r t h e se a re p e r
in a n e n t real m o v m g p i c t u re s o f l i fe b e t t e r t h a n c las s i c s , fo i t hes e ’
3
” ?
3

I?
.
-
.
A t c
a re t h e liv rn g s t o ri es o f t o d a y , fro m Ma nd a l a y o n t h e C h i na Ba y t o ~

d B d d f m h P d l l L d
2
‘
34 h S w
t t re e t a n ro a a y a n ro
x
t e i c.c a i y i n o n o n
?
t o t h e ra nc h o n t h e Me i c a n b o rd e r S e nd t h e C o u po n b e fo re 3 5, 0 s 5
i t i s t o o la t e ( J Et b o t h s e t s s h i pp ed a t o nc e f re e o n a pp ro va l
s . ,

.
: .

3 «
u o o
° t as s :
~

2 5 ¢ a w ee k p a ys fo r th e m . Se n d th e 3 C w e

Do n
'
t w a it til l t o - rn o rro w d b e s o rry
an .

S e nd co u p o n to- d a y a n d b e g la d
am
.

" a ss; 3
W
VIE orRE
RE WS co 3olmng Place NewYorli a s as.) e
VIE . ,

C o m pa c t , b u t S u c c e ss f u l Ma il -
O r d e r A d v e rt i s e m e n t . T h e C o u po n
N ec e s sa ry f o r Ge t t in g O rd ers
 MA GAZ IN E AD V ER T I S IN G 305

‘0 0 N‘0 . N 3m C H IC A GO ' ILLIN O IS

m m am a: sr poms: o u an a.
.

m al u .

p r e p a id, o n'
e ig h t
‘
w 1 91 5 RA N GER
1e if yo u w r it e a t dire c t fro m Flo rida
ri c e fo r big ca ta l og
H e re t h ~ s u re . ec o no m ica l w a y
is
a n d specia l af ar . t o g e t f re e h i c k ed . t h i n s k i n ned
-

Ma rv e l o u s i m a
ra p e f ru i t 0
avo r
fi n e s t q u al i t y a n d
Le t m e se n d m y S p ec i a l
p ro v e m e n t s . Ex I n t ro d u c t i o n B o x d i rec t fro m
ti a o rd i n a ry v a l ue s in m y o w n n u rse ri e s i n D ad e C o u n t y .
“

x
w h e re t h e fi n e s t g rap e fru i t
f l o ri d a-
19 15 p ri c e o fi e rs .
o ur
gro w W e p i c k o u r fru i t rip e a n d p u t
You ca n no t afl mid to t h e fi ne s t i n t h e se b o e s - c o n t ai n i n
Wi t h o u t g e t t in g g
up
5 , e q i i i p m en t s u n d rie s ru i t—
6 t o 8 0 t o t h e b o x a c c o rd i n g t o s i z e 0
t h e 4 6 , 5 4 a nd 6 4 s i z e s be ing
m o s t d e ii i ra b l e .
.

e h a l f u s ua l p ri c e s .
u c a n ma k e b ig m o n e y
An Ex quisite Xmas Gift
es .Do b u s m es s d i re c t
m erica .Writ . t o u s . K ee p t i l l u se d w it h o u t i c e — gro w
s w ee t e r u n t i l al l a re u sed b y a n y
G u a ra n t e e d
—
a v e ra e f a m i l y o f t w o
h a v e s h ip p e d s uc cess

—
s a t l s a c t o ry
f u ll y al l o v e r A m e ri ca a n' d E u ro p e
T ry a b o x a t o n ce yo u ll w ant t o
se n d a b o x t o y o u r be s t t u end fo r
C h ri s t m a s
Ea s t o f P l t t t b u rc h . 85 0 0 p e r
b o x d e l i v e re d . a l l c h arg e s re p a id
be t w ee n P i t tab u h a n d hi 0.
3 5 5 0 f u rt h e r es t al ig h t ad
t i o n a i ex p re saag e .

J . WAINWRIGHT . JR .

Overbroo k Nurse ries

C o c o a n u t G ro ve . Fl o rid a

of va l u e se c u re d b y M aso n F e n w ic k 8:
La w re n c e ,W a s h in g t o n , D é and
Yo rk C it y . Es t b . 1 86 1 . B O O K L ET F R EE.

Go o d Mail -
Order A dv erti s em en ts
 H UMAN NA T UR E IN BU S IN ES S

Your Future Depends

ou Yourself
A fe w y ears h e n c e , th e n w h a t ?
Will y o u s ti ll b e a n u n tra in e d, u n d er
p a id w o rk e r , o r w ill y o u b e a s p e c ia l is t
in y o u r c h o s e n l in e , w h e re y o u c an
e a rn m o re in o n e d ay t h a n t h e na

tr a in e d m an e arn s in a w e e k ?

Yo ur fu t ure ( 1 ds o n y ou rse lf Yo u .

m u st dec ide N T he wa y t o a v o id
t he ha rd roa d o f disa p Oint m en t a n d fa il
ure is t o at t he 8 t raining t hat w ill
c o m ma n t he a tt ent io n an d a b et ter
sala ry fro m t he ma n high er u p .

A re y o u in t e re s t e d e n o u g h in y o u r
f u t u re t o l e a rn ho w t he I n t e rn a t io n a l
C o rres p o n d e n c e 9 c . c a n f it y o u f o r

a be t te r j o b 7

No ma tt er where y o u liv e h o w l i t tl e ,

w ha t o ur pre vi o us e d u ca t ion
K
o u ea rn, o r
a s b ee n . t h e I S are rea dy t o s how
. .

ou the w a y to b etter pa y a nd mo re a ttrac t

y
ive wo rk .

C ho o s e a hig h -
s al ar ie d f u tu r e .

Ma rk a n d ma il the c o u p o n NOW
I NTERNATI ONAL CORRESPONDENCESCHOOLS
so w t o n. P A .
'

As siste d b o cc as io nal u
C utic u ra intme nt do e
muc h to k ee p yours k in c
s cal c le an and free fro m
dru f hair l iv e and glo
,

and han ds s o ft and w

that no t to use th e m is to
in yo u r du ty to yo u rs e li
C utic ura S oa p and C u tl cura Oin tmen t
'
3
t h ro ug h o ut t h e worl d S e nd poe t ca rd to
.
-

d e po t ior free sa m p le o i eac h . wi th 32 - 988 4

Pre se n t Em p l o y e r N e wb ery 2 7 . C hart erb ouse S q Lo nd o n R
. .

& C o S y dney N S W Le n no n. L id C ave

. . . .

M u! er. M ac lean a C 0 . C‘a lc ut ta and Bi

Yo t Drug a nd C h em C orp . B osto n. 0 8
. .

ire
-
M en
who sha ve and sha mpoo wit h Cl
S oap w ill and i t b est i gr s kin snd scal p.

T h e P ic t u r e . the H e a dl in e and th e
 N EWS PA P ER AD VER T I S IN G 307

igo r o u s l y go o d - «
and k ee n l y
d e l ic io u s . T h irs t q u e n c h in g
-

and r e fr e s h in
g
.

The n a ti o n a l b ev e ra ge and y o urs

-
.

D e m an d t h e g e nu in e b y fu ll n am e
N ic k n am es en c o u ra g e s u b st i t u t io n .

'
T H E C OCA CO L A CO MP A N
-
Y
t h nk
C o ca -
El o a.
A tl an t a, Ga .

ood L ight N ew sp a er S t l e f o r L i h M
, p y g t in d e d P e o p l e
-

. H igh A t t en t i o n
Value B y Do b b s .
 H UMAN NA T UR E IN BU S IN E S S

Se p te mb e r Sal e s
Be gin Tu e s day .

Me rc handise t hat app e al s to e ve ry w o man at

p ric e s t h at de m and atte nt io n h as b e e n pre p are d

in the s e c t io n s de v o te d t o t he fo ll o w ing line s

Bl ank e ts a nd Co m fo rte rs ,
Lo ngc l o ths an d Bo x ed Nains o o k s ,

Outing and Shak e r Fla nne l s ,

Be ds pre ads .

y
T h e T p e Di s p l ay i s I d ea l
 NEW S PA P ER AD V ER T I S IN G 309

G o To

H A V EN
FO R A G EN U I N E O U T I N G
Bo a tin g B a thing and D anc i ng
.

FEARS , P EA C H ES EA RLY A P PLES

are rip e and wai t ing fo r yo u . Ge t ou t in t o th e re a l c o u n tr y w awa y f ro m the b ig ci t y
v i a th e

Big Steel
Steam ship
‘ cm "30
ta m er;
m “
s
miimi:
it; its: S
e

:z y
e

i!g S1 2 a}?
l
1. nc a . l

WA UK EG A N a n d
Le a ve 10 a . m . ex ce S u nd a y
t H o me
RETURN
i n t i m e fo r
s u p p er. In sig h t o f p c t u res q ue N o rt h Sh or e a l l th e wa y .

n o c ns C LA RK S T REET B RI DG E . P H O NE FRA NKLIN 8 14 .

M US I C A N D D/ A N C I N G F R EE O N A L L T R I P S

T h e T pe is B a d—Ca pit a l s
y a re H a rd t o Rea d
310 HUMAN NA T UR E IN BU S I N ES S

Ho w Bright a n d Che e rfu l

the Old Ho m e Lo o k s No w
E LEC T R IC L IG H T w ill t ra n s fo rm you r
h o m e in to t h e m o s t ple asa n t pla c e im a g in a b l e
'

I ts c h e e rfu l , c o n ge n ia l b rill ia nc e w ill d e lig h t e v e ry

m em b er o f th e fa m il y .

T h e so ft m e llo w il lu m ina t io n o f Ele c tr ic L ig h t is v e ry

,

re s t fu l to t ire d e y e s fin e fo r re a d in g o r se w in g a t
n igh t . C le a n s e
a f ,
h e a l t h fu l —
,
Elec tric L igh t sh o u ld
b e in e v e ry m o de rn h o m e

Wi
.

Ha v e Yo u r Ho m e re d No w
—2 Ye a rs to Pa y
T h e te rt ia ry ra t e fo r Ele c tric L ig h t w a s re du c e d o n
Ma rc h l s t , fro m 4 c t o 3 c n e t p e r k i l o w a tt h o u r T h u s it i s
-
.
,

n o w n o t o n l y m o re e c o n o m i c a l t h a n e v e r t o u s e E le c t ri c L igh t ,

b ut als o to w a sh , s e w ,
iro n o r coo k by e le c t ri c u y .

If y o u r h o m e is w i re d , i n q u i re a b o u t o u r c o m
no t
Writ e
—
v e n i e n t 2 y e a rs - t o p a y , h o u s e w i ri n g p l a n
- -
.

t o d a y ; o r, p h o n e Ra n do lp h l z 8 o Co n t r a c t De p t
'
.

Commonwealth Edison Company

12 0 W
e s t A da m s S tre e t
o r A ny Me m b e r o f t h e C hi c a g o El e c t ri c a l Co n t ra c t o rs
A s s o c i a t i o n o r Fa r a d a y El e c t r i c a l A s s o c i a t i o n .

A l l ur em e n t in a C o a rs ely Drawn N ewspa p er P ic tu re

W . D Mc Ju n k in
.
 N EW S PAP ER A D V ER T I S IN G 3 11

u re

On e of W . D Mc Ju nk in
.
’
s Go o d N ew spa per
A dv ertis em en t s . T h e P ic t u r e is Eff e c
t iv e , Th o u gh O pe n an d C o a rs e
312 HUMA N NA T U R E I N B U S IN ES S

Tic k e t s on S al e D a il y to S e p t e m b er 3 0 th
RET U RN LIM IT 3 0 DA YS
Co rre s pondi ng ly lo w ro und trip fares to Th o u sa nd Isl ands Adiro ndac k ,

Mo u nt a i ns. Ne w Engl and Eas te rn C a nada and Atl an t ic Co as t

,

Reso rts . Desc ri pti ve b o o kle ts o n req ue s t .

Lib e r a l s t o p - o v e rs p e rm i tt e d a t al l in t e re s t in g p o in t s e n r o u t e , i n c l u din g
B a tt l e C re e k , De tro it , N ia gara Fa l l s , B u ffal o , R o c h e s t e r , S y ra c u s e ,
U tica . S c h e n ec t a d y , Al b a n y , P itt s fi e l d a n d S p rin gfi e l d , Mas s .

T ic k e t s are o p t io n a l f o r ra il o r w a te r t r i p s b e t w e e n
De tr o i t an d B u f fa l o ; Al b a n y an d Ne w Yo rk .

C I RC LE T O URS
y to u rs m ay al so be arrang e d to New
c ircu it o rk and Y
Bo sto n, inc l uding l ak e and n ver ro u tes. and m o re ex tended
c ircu i t t o urs, p artl y b y oc e an. inc l u ding m eals and be rt hs
o n o cean s teamers. at red uc ed sum m er fares.

d ay Chi ca no t o New Yo rk and Boston inc lu di ng t h e famous

Fi v e T ra l n s 23»ho ur tram s. the Mi c hig an Cen tral Lumt ed and th e Wo lverin e
e v e ry . ,

ICA C O TIC KET O FFICES

2 2 8 S o u t h C l a rk S tre e t
Pho nes : Wabash 4200 A uto 589-634
. .

1 2 t h S t re e t S t a t io n
Pho n e : Wa bash m

A S u gge st iv e N ew sp a pe r A dv ert is em ent

 NEW S P A P ER AD V ER T I S IN G 31 3

More About the Great , Fashion

’

More Activities
So m e
— Me n Pla yi n g Y
es t e rday
lesson, that I must no t
a flute taug ht me this
o nly biow but nao my fingers .

I pe edthis on fo r wha t i t is wo rth

It is o ften said t hat a ny b us i nem ca n be bu i lt
up on adve rtisi ng . wh ich ce rta i n peo ple who use

W
“
1 b lo w mg ’

write r bel ieves that th is is not tru e

x
.

Perma ne ntl y su ccess ful b us mess is not pos e

s ible by me re wo rd o f mo ut h as e p resse d i n
much advertismg
It ta k es te n times as many fingers as it does
mouths and m inds .

A day Wi tho ut a ne w idea means in th is bus i ~

,

neck. tha t someboihr is as lee p

Common sense is k nown b y the wa y i t shows
its el f You ca n see it i n the wor k i ng out o f so me
body' s th in k ing i n finding the new go ods and
.

ge tting them i n p lace fres hly and re ad ly?

i ,

whether it snows o r blows .

Fashion is a date as well as a seaso it

Cutwork Beds preads

fi ghty Five Styles of Wo men s
’
-

Sui ts Between and $50

( he reunto-Salon . hw in m
They - st ylo or m other the inost

m inn o w ;

Bran d N e w A re 5 00 Yo u ng
Wo m en s Su its at
’
Lace Specials
to $ 2 5
Plu ty ot the clnb and ahep herd ehech pm k uh rb m
’
so

wm m m m m m u m wm m
“
m ”
.

m m m M
W m md
Sto n e c ret e Fu rn it ure fo r
Po rc h , Law n o r Garde n
The Correctly ‘
la wn f urni ture that h as anyth i n in th e nature of an art q ual i ty

Dressed Maul
It is mad. fi Pli ih delphia f ro m certa in m
end W h i-
I

Wo m e n s S i lk ’
P0 pl in an d.
r hyt h m a secre t wi th the mak er

Mo i re C o ats
cu d md ré hel u d .

Al bet the lu t sty le m ln bl mk . the h st m hs hsd ln m S pecially Priced Cut Glass in

Time for Easte r Weddm gs
‘0 ‘ '

Bl a ck -
a nd Wh ite “
put on the blanks ( or uncut shape ) d the blanks themselves
an

on ex h ibiti on cl week e nd white - coo r

dina tion in woolu a. silk

T ro t Mo c Sh o e s a T hird
“ -
”

Less Mean s Go o d Fo rtu n e

Wa n a m a k er has A lwa ys C l u n g t o t h e Da i l y N ew s S t l e y . Th i s i s a N ew s
a
p p e r P a ge R edu c ed
3 14. H UMAN N A T UR E I N BU S IN ES S

W ell -
y I ll u stra ted with
B a l a n c e d N ew spa p e r P a ge, S pa rin gl , Ex c e l l en t y
T pe
N EW S PA P ER AD V ER T I S IN G 31 5
31 6 HUMA N NA T UR E IN BU S IN ES S

T h er e a re a Go o d Ma ny Di ff eren t Th in gs i n t h i s A dv ert i s em e n t , Ex c el

l en t ly B a l a n c e d a nd H a rm o n i z e d
 N EW S P A P ER AD V ER T I S IN G

S h o w in g W h a t Ma y b e Do n e b y a S m a l l C o u n t ry ?
“

a p er
31 8 H UMAN NA T UR E IN BU S IN ES S
.
 .

S T R EET CA R -
AD V ER T I S IN G 3 19

Th e C a r Ca rd
-
an d P o st er f o r Th o s e
a re W ho —Th y
I dly Gl a n ce e
Mu st b e S u gge stiv e
32 0 HUMAN NA T UR E IN BU S IN ES S

S o l i d A rgu m en t s Ca n b e Ma de B riefly f o r Car Card

-
and P o st er Displ ay
 AR T OF AD VER T I S IN G DI S PLAY 32 1

A dv e rt is in g A ss ign m en t II
Cl assify the a dve rtisements in the prece din g pages as
bel ongin g t o on e or th e oth er o f the three typ e s o f c o py
—th e mem o ry typ e th e a r gu mentative typ e th e m a il
, ,

o rde r o r c o mp l e t e sal e s typ e .

T ak e the s even p rinc ipl e s o f displ ay su mm ar ize d on

p ga e 2 8 1 a n d m ake a n a n a l y s is o f t h e ex t en t t o whi c h
e a ch p rincipl e is u se d in e a ch o f th e il l u strative a dv er
t isem en ts o r n o te we akne ss on an y p o int
,
.

T h en c ol l ect fro m newsp ap e rs an d m a gazine s p aral l el

ex am pl e s o f e a ch o f th e typ e s o f a dve rtisin g h e re il l u s
tr a te d t o ge th e r w ith ill u str ation s o f th e v iol at io n o f
,

r inc ip l e s w rit in g o u t y o u r c r it ic isms b r iefly as th e

p ,

a u th o r o f t h is b o o k h as do ne in th e l ine s u n de r th e

a dve rt isements h er e p rinte d .

Me diu m s
A ma gaz ine or newsp ap e r e d f or
us adve rt isin g is
al l ed a m ediu m .

Th e eff ectiveness of an ad vertisement dep en ds t o a

o n th e ch a ra c t e r o f th e p e rio dic al in

Th e p r e p ar a tio n o f th e m in d o f th e
iven by th e e dit or ial p a ge s is p sycho
imp o rt an t In th e c ou rse o f a nu m
.

t ain newsp ap er o r ma gaz ine wil l h ave

ert a in h a b its in its r e a de rs ,
a n d o f c ou r s e

c arry o ver into the a dve rtisin g S o me news .

b u il t u p th e h ab it o f r e a din g cl assifie d a d
.

an d we kn o w h ow i mmen se l y p r o fit abl e

t o th e newsp ap er in its cl assifie d a dv e r

Oth e r p ap e rs with equ al or gre ate r
p r a c tic al l y n o r e su l t s f o r n o o th e r
32 2 HUMAN NA T UR E IN BU S IN ES S
l o okin g f o r th e se ad
ve rtisements h as n o t been forme d .

Equ al l y s tro n g is th e h ab it o f givin g c onfi dence t o wh at

is said in th e e dit or ial p a ge s an d th is h ab it o f c onfi dence
,

p as s e s o ve r in t o th e a d ve r t is emen t s a n d m a ke s th em
y iel d bu sine ss th at w ou l d n ot c ome at al l fro m s ome
o th e r p e rio dic al o f equ al o r gr e ate r c ir cu l atio n .

Th e ch ara c t e r o f th e e dit o rial m att e r h as al so sel ec ted

p a r t ic u l a r t y p e s o f p e r s o n s O n e .
p e r io di c a l h a s s e l ec t e d
f ro m th e gre at m a sse s th e p e opl e w h o s en d o r ders by
m ail an d su ch a p e rio dical is wel l su ite d t o m ail or de r
,
-

a dvertisin g ; an oth e r p e rio dic al m ay h ave j u st as go o d

a c l a ss o f p e o pl e b u t p e rh ap s p e opl e wh o h ave n ot
,

f o rme d th e h ab it o f m a il o r de r b u yin g an d it is al m ost

-

imp ossibl e t o devise an a dve rt isemen t th at w il l m ake

th em b u y S ome p e rio dic al s are r e a d by th e wel l to do
.
- -

an d ar e go o d me diu m s in wh ich t o a dve rtis e au to m o b il e s ,

jewel s h an d m a de fu rn itu re etc Oth e rs are r e ad by

,
-

,
.

th e b u sine ss cl ass e s an d are good mediu ms in which t o

a dve rtise offi ce an d sto re appl iance s o r bu sine ss devices .

S till o th e rs a re r ea d by th e p ro fe ssion al cl ass e s .

Am on g nation al p e riodical s th e re are the gen eral m erg e

azin es l ik e H arp er s The C en tu ry an d S c ri bn er s

’ ’
, , ,

Mu n sey s Mc Cl u re s an d Th e A m erican th e r e are the

’
,
’
,

nation al weeklies l ik e th e S a tu rday Ev enin g P os t 0 0 L ,

l ier s an d Th e Litera ry Diges t ( wh ich is p art icu l a rl y

’

s tr on g am on g b u sine ss an d p ro fe ssion al men an d

w omen ) th e re are th e w om en s m agazin es l ike the ’

Ladies H om e Jou rn a l an d th e Delin ea tor ; th e r e a re th e

’

f a r m p p
a e r s e it h e
,
r week l y o r m o n t h l y t h e ,

p r ess ,
a n d th e tr a d e p a p
-
e r s Th .e t r a d e p pa e r s -

t o de al e rs an d ar e u se fu l me diu m s f o r wh ol e sal e rs
c ou l d n ot p o ssibl y u se gene ral m aga zine s .

Th e newsp ap er directo r ie s pu bl ish th e s worn or

m ate d c ircu l atio n o f e a ch o f th e se Th e c ost o f .

a dvertisin g sh oul d be ab ou t a dol l ar

 AR T OF AD VER T I S IN G DI S PLAY 32 3

c ircul ation f o r a p age ; that is a p age in a m agazine w ith

,

c ircu l ation w ou l d be ab ou t $ 2 50 or with ,

c ircul atio n $ 600 B u t qu al ity c ou nts j u st a s mu ch as

,
.

n u mbe rs an d it o ften p ays to disre gard nu mbe rs en

,

t ir el y Am o n g newsp ap e rs th e qu al ity o f th e cir cu l a

.
,

t io n o f th e B o s ton Tr an sc rip t is s o h igh th at so me k in ds

o f go o ds c ou l d be a dve rt ise d m o r e p r o fita b l y in th at th an

in on e o f th e o th e r B o ston da il y p ap e rs with twen ty

t ime s as gr e at a c ir cu l ation .

Lyin g ab ou t c ir cu l ation s h a s been an al m ost natio n al

s in an d th e p r ec is e a dve rtis in g v al u e o f on e newsp ap e r
,

o r m aga z ine an d an oth e r h a s been so diffi cu l t a m att e r

t o de te rm ine th a t it h as bec ome th e c u sto m t o c on su l t

sp ec ial exp e rt s on me diu ms u su all y th e a dve rtisin g ,

a genc ie s N o wise bu sine ss m an w ou l d ente r an adv er

.

tisin g cam p aign with ou t th e m ost th o r ou gh inve stigation

o f th e me diu m s h e w ill u se t h e p u llin g p owe r o f e a ch th e
, ,

p r ec is e r e l a t io n be tween c ir c u l a t io n an d c os t o f e a c h ,

an d th e gene ral e dit o rial ch ar a c t e r an d p ol icy o f ea ch ,

a s wel l as th e p articu l ar h ab its c u l tiv at e d in th e r ea de rs .

Q u es t io ns on Me diu m s
1 . Wh at are th e chie f me diu ms f or displ ay a dvertise
men ts ?
2 In what way is th e e ffectiven ess o f an a dve rtise
.

ment aff ecte d by th e p e rio dic al in wh ich it app e ars ?

H ow h ave su cce ssfu l cl assifie d a dve rtisin g dep artments
been bu il t u p ?
3 In wh at w ay do e s th e e ditorial matter de te rm ine
.

th e cl a ss o f r e a de rs wh ich w il l be dra wn to a p er io dic al

4 I l l u str at e th e diffe r ent cl a sse s o f n atio n al p e rio d
.

icel s H ow is th e ch ar ge f or a dve rtisin g b ase d on c ir

.

cul ation ? Wh at c Eect doe s qu al ity h ave on the p rice

ch arge d ?
5 Wh o are th e ex p e rts on me diu ms an d why is the ir
.
,

w ork difficul t ?
 HUMAN NA T UR E IN BU S IN ES S

A dv e rt is in g A s s ign m en t III
S el ect me l ine o f bu siness to wh ich y ou will give
so

s p ec ial stu dy an d p l an b riefly an a dve rt is in g camp aign

f or it o f a n ation al ch a ra c te r T his m ay b e some gar

.

ment l ike u n ion su its f o r men or f or w o men ( n ot b o th

-

t o ge th e r ) fu rn itu r e c o n den se d m il k o r o th e r f o o d men s

’
, , ,

cl oth e s o r fu rnish in gs A su cce ssfu l a dve rtise r in th e

.

l ine ch osen m ay be f ou n d a s H a r t S ch a if n er
,
M ar x
,

in men s cl o th in g
’
Be in g gu ide d s omewh at by th e se
.

l ec tio n s o f th e kn own su cce ss fu l a dve rtise r m ake u p a ,

l ist o f me diu m s f o r y ou r bu sine ss an d in dic at e ab o u t t h e

,

s p ace t h at w ou l d be r equ ir e d a s a m in imu m T h en in .

cl ass dis cu ssion s ee h ow this sp ace can be c u t down as

r e gar ds th e t o ta l an d i f p o ssibl e fi gu r e th e a pp r o x im a t e
,

c ost b ase d o n th e c ircu l atio n figu r es in newsp ap e r direc

,
-

t o rie s .To p re p ar e th is assignmen t a newsp ap e r dir ec

t o ry sh ou l d be a va il abl e an d a go o d s el ec tio n o f p e rio d
ic el s at l east on e nu mbe r o f each sp ec iall y p u rch a se d
, ,

f or this u se .

T h e Cu m u l a t iv e Po w er of A dv ert is in g
The be st m oney is m ade on re pe at orders I n onl y
'

isol ate d c ase s w il l it pay t o m ake on e sal e to a cu stome r

an d h ave n o th in g w h ic h w il l take a dvan t a ge o f th e good

w il l which that sal e h as p rodu ce d .

A dve rtisin g h as f or its pu rp ose fin din g new cu stomers .

I f on e go o d new cu st o me r is a dde d each day it w ill be ,

s een th at a t th e en d o f a ye ar th e b u sine ss w il l h ave

m any custome rs as th e re a re days in th e ye ar at ,

o f tw o ye ars it w il l h a ve tw ice as m an

it r e a ch e s its h e igh t an d ex ists f or a

j u st h ol din g its own A t th e same t im .

s ome l osse s f o r on e

o f l ost c u stome rs m ust be fil l e d by a dve rt isin g .

 AR T OF AD VER T I S IN G DI S PLAY 32 5

In th is sen se a dvertisin g h as a natu ral cu mu l ative

,

p o we r .

In an oth er way al so it h as a cu mul ative powe r I f .

y o u w r it e a l e t t e r t o a m a n an d i t p r o d u ce s so me im
p r ess i o n o n h im y
,
et n o t en ou g h i m p r e ss io n t o m ake h im
s en d an o rde r o r m ak e an inqu iry s till h is m in d may ,

be in su ch c on dition th at th e next time y ou w rite h e

will re sp on d Th e S ystem Magazin e h ad at on e time
.

a l ist o f ab ou t n ames a ccu mu l ate d by a dve rtising ,

an d each t ime a new p r em iu m o ff e r w a s p u t ou t on e tw o , ,

o r thr ee l e tt e rs m igh t be s en t to th is l ist an d e a ch l e tt e r

w ou l d get its 2 t o 5 p er cent o f su b scrip tions A t

. .

th e en d o f s eve ral ye ars so me th in g l ike fi fty l e tt e rs h ad

been sent ou t to th at l ist an d e ach l ette r h ad b rou ght its
p a y in g r e t u r n . T h e man w h o r ece ive d fi f t y l e tt e r s

be fore h e su b scribe d h ad c ost in p ostage an d statione ry

at l ea st th e f u l l su b s c rip tio n p rice o f t h e ma gaz ine ,

namel y $2 ; bu t all the l e tte rs u p to th e fi ftieth h ad been

,

w a ste so far a s h e w as c o nce rne d whil e th e fi ftie th l ett e r

,

save d at l ea st a p art o f th e w ast e . Th e w ast e wa s in

evitabl e b u t th rou gh the cu mu l ative p o we r o f th e adver
,

t isin g s ome th in g h ad been s ave d in th e en d an d e a ch

, ,

l e tte r h a d b ro u gh t th e p e rcent a ge th at p a id f or itsel f ,

s o th e r e h a d been n o a c tu al l oss . By k ee p ing on th ey

m a de u se o f a waste p ro du ct as in m o de rn time s we do
,

in manu factu rin g .

T his cu mu l ation o f a dvertisin g p ower is s o s mall h ow ,

ever th at in m ost c ase s it is n ot s a fe t o c ou nt on it I t

,
.

m ay a dd t o th e vel vet o f th e b u sine ss b u t it is u su al l y ,

t o o in tan gibl e t o invent o ry as an a sse t Th e accu mu l a

.

tio n o f ste a dy cu st ome rs h oweve r is an asset th at h as

, ,

l on g been a ccep t e d by au dit ors u n de r th e n ame goo d wil l -

.

Th e cu mu l ative p ower o f sin gl e a dve rtisemen ts is

qu ite an oth e r m atte r A dve rtisin g sol icit ors h ave r e
.

p ea t ed o ve r a n d o ve r a ga in th a t s in g l e in s e r tio n s o f an
32 6 HUMAN NA T UR E IN BU S IN ES S
ad ve rtisement can n ot be exp ecte d to p ay th at y ou must ,

ru n an a dve rt is emen t a t l e ast th r ee t ime s t o kn ow

wh eth e r it is goin g t o p ul l or n ot .

In th e case o f gene ral pu bl icity wh er e n o direct r e ,

tu rns we r e p o ssib l e th is th e o ry so u n de d p l aus ibl e an d

,

c ame to be wi del y bel ieve d In dee d it w as al m ost a

.
,

g p
o s e l wi t h a d ve r t isin g men .

Wh en m ail orde r a dvert isin g c ame in t o th e fiel d an d

-

al l th e r e tu rns we r e dir ec t t o th e o ffice it w as p o ss ib l e ,

t o t e st o u t th is th e o ry an d s ee wh eth e r an a dve rt is emen t

p u l l e d be t t e r t h e s ec o n d t h ir d f,
o u rt h o r
,
fift h t ime it ,

was ru n .

Mr W . . S . S h rye r , in h is
b ook An al yt ical A dv er
,
”
tisin g , g ive s h u n d r e ds o f r ec o r d s in s o me h a l f do zen -

diff e ren t l ine s o f b us ine ss t o p rove wh at al l m ail orde r -

a dve rtise rs kn o w th at th e fi rst time a p iece o f a dv er

,

tisin g c opy is u se d it p ul l s m o r e th an it eve r p ul l s a ga in ,

an d th e r e is a m ark e d f all in g o ff in t h e r e tu rn s t h e

s ec o n d t ime it is u se d an d s til l m o re th e t h ir d an d f ou rt h
,

times . T he re is a p osit ive l aw o f dec re asin g r e tu rn s .

A f resh piece o f c o py wh ich give s a new tu rn to th e

,

a rgu ment may p u l l as well o r even bett e r th an th e fi rst

, ,

an d f o r a ce rta in l en gth o f t ime s te a dy r e tu rns m ay be

c ou n te d on ; b u t a fte r th at th e c ost o f th e a dve rtising is

l ik el y t o rise ab o ve th e ma rgin o f p ro fi t an d some new ,

p r o du c t o r c o mb in a t io n m u s t be s o u g h t .

Mr S hrye r w rite s
.

“
B y mean s o f a ccu rat e r ec ords with ou t which few ,

a dve rtise rs h ave any excu s e f or be in g I su ccee ded in ,

de du c in g th e f ol l o win g l a ws fo r my o wn busin ess ( a

c o rre sp on dence c ou rse on c ol l ection s )
Th e first inse rtio n o f a trie d p iece o f c op y in a new
“

me diu m will p ay be tte r in every w ay th an an y su b

, ,

s equ en t in se rt io n o f th e same c o p y in th e same maga zine .

“
Th e r eapp earance o f th e s ame p iece o f c opy in th e
 AR T OF AD VER T I S IN G DI SPLAY 32 7

s ame magaz ine will p ay l ess in direct p roportion to

th e nu mbe r o f time s it ru n s c on secu tivel y .

“
By insertin g a certain p iece o f c opy in a cert ain
m agazine an d sk ipp in g eve ry su b sequ ent issu e u ntil th e
fi rst ( o r any inse rtion ) p ays ou t it is p ossibl e to u se,

ce rtain p u bl ication s th at w ou l d me an al most dea d l oss

if u se d c o ns ec u tivel y .

“
Ch an gin g c o py an d ru nn in g c on secu tivel y wil l n ot
p r o ve a n y m o r e p r o fi t a b l e t h a n r u nn i n g t h e s a me c o p y
c o nsecu tivel y if e a ch ch an ge is equ all y stron g c op y
,
.

“
Th e fi rst p iece o f c o py in an y p u bl ic atio n w il l p er ,

doll a r sp ent p r o du ce m o r e bu sine ss th an any o th e r

,

p iece o f c o p y eve r ru n in t h a t p u b l i c a t io n .

“
Th e l on ge r a n y c o p y ru n s in an y p u bl ic ation th e
”
m o r e it c o sts t o ru n it an d th e l e ss r e su l ts it p u l l s .

Th is me ans th at th e first time y ou a dve rtis e an y

sp ec ial new o ff e rin g y o u ski m th e c r e am — y o u c a t ch th e

r e a de rs wh o a re w a it in g an d l o ok in g f o r th at th in g .

T h en if y ou wan t you r a dvertisin g t o p ay y ou

, ,

sh o u l d n o t ru n it in eve ry n u mbe r b u t wa it u n t il a n ew
,

r isin g o f c r e am h a s a cc u mu l at e d .

To dem on str a t e th is h e give s th e fi gu re s o f a cam

,

p g
a i n f o r s u b s c r ip t io n s t o a m a g a z ine ,
s u mm a r ize d a s

f oll ows
“
Th e ave r age c o st p er su b sc ribe r f o r th e ent ir e c am
p g
a i n is in a d ve rt i s in g r e su l t e d in

su b s c r ibe rs at $ 1 e a ch .

“
Th e ave r age c o st p er su b s c ribe r fr o m th e first in
s e rt io n o f th e s e a dve rt is emen ts is 85 cent s T h is in
.

el u de s a c ou nt o f th e pu bl ic ations u se d o nl y once Th e .

t o tal am ou n t sp ent in o n e time in se rt io n s o f th o se u se d

-

m o r e th an once w as wh ich r e su l te d in
su b s c r ibe r s .
( T h os e u s e d o n l y o nce p r o ve d n o t g o o d
me diu ms c ostin g far m or e th an th e avera ge )
,
.

“
Th e ave rage p er su b sc ribe r on th e su bsequ en t in
 32 8 HUMAN NA T UR E IN BU S IN ES S
‘
sertion s is Cu mu l ative v al u e r a is ed c ost
’
th e
f ro m 85 cents to
“
Th e m a gic th ird in se rtio n w as t rie d b u t twice In .

th e first c a s e it r aise d th e a ve r a ge c o st in th at me di u m
f r o m 35 cents t o o ve r t en t ime s th e c o st On th e .

s ec o n d it r a ise d th e a ve r a ge c o st f r o m 5 2 cen t s t o

a n inc re as e o f o ve r 4 7 t ime s .Ol d Cu mu l ative V al u e

was evi den tl y asl ee p at th e swit ch
'

Mr S hrye r c ontinu e s t o dem on strate h is c oncl u sions

.

with a c ompl e t e set o f r ec o r ds o f h is own bu sine ss th at ,

o f th e Ame r ic a n C ol l ec t io n S e rvi ce ru nn in g o ve r s eve ral

,

yea rs th e c ompl e te r ec o rds o f P ro fe sso r B eery s S ch ool

,
’

o f H o rsem an sh ip th e r ec o r ds o f a fir el ess an d el ec tric

,

c o ok er bu sine ss the r ec or ds o f a p at en te d m ach ine f or

,

h ou seh ol d u se th at wa s sol d t o w o men th e r ec o rds o f ,

an o ff e r o f a c o mb in ation o f me rch an dise s el l in g f or

sl igh tl y l e ss th an $30 t ak in g th e tw o inch c o py o nl y th e
,
-

r ec o rds o f a s c h ool o f c a rt o o n in g an d th e r ec o r d o f th e
,

a dve rtisin g o f th e City o f Des M o ine s A l l o f th e s e

.

r ec o r ds sh o w a c on sisten t l e ssen in g o f th e p ul l in g p owe r

o f a dve rtisemen ts w ith o nl y h e r e an d th e r e an exce pt io n

,

which m igh t wel l be du e to p o sitio n in th e ma gazine ,

th e sp ec ial int e r e st o f so me p artic ul ar a rticl e th e s eason ,

o f th e yea r o r th e l ike
,
.

Th e c oncl u sio n is th a t in gene ral pu bl icity on wh ich ,

h ith e rt o t e st r ec ords h ave n ot been av ail abl e th e r e is

-
,

a n en o rm ou s w ast e even wh en o n th e wh o l e th e r e is a
, ,

p r o fi t. A s c o m p e t it io n bec o me s c l os e r a n d keene r m o re ,

an d m o r e s c ien t ific me th o ds o f a dve r t isin g mu st be em

p l oye d i f we w is h t o m ake f o rtu ne s t h r ou gh a d ve rtisin g .

Q u es t io ns on th e C um u l at iv e Po w er of A dv ertis in g

In wh at way is al l ve rtisin g cu mul ative ? I s the

ad

e ff ect o f an y given a dve rtisement c u mu l ative ? D iscu ss

Mr S hry er s views
.
’
an d fi gu r e s o n th e c u mu l at ive p o we r
 AR T OF AD VER T I S IN G DI S PLAY 32 9

of ad ve rtisin g an d wh at y ou sh ou l d do to get th e m axi

,

m u m r e su l ts in a dve rtisin g
.

H ow c an th e w ast e o f gene ral a dve rtisin g be rem ove d ?

I t wil l be wel l i f th e t e a ch e r can rea d fro m Mr .

“ ”
S hry er s b o ok An al yt ic al A dve rtisin g an d l ea d th e
’
, ,

cl ass into a ve ry c ar e fu l discu ssion as to what is th e

r e al an d n atu r al cu mu l at ive p o we r in a dve rt isin g an d
,

wh at is th e f al se cu mu l ative p owe r I t is as imp o rtant

.

n ot to ove rl o ok th e r eal as t o bewa re o f th e fal s e

.
 RET A I L A D V ERT I S I N G

GEN ERAL ad vertisin g is p ossibl e o nl y wh en th e re is

g ene r a l di st r ib u t io n ,
a n d t h e n u mbe r o f b us ine s s fi rm s

th at h ave na tio n al dist rib u tio n a m o n g d eal e rs o r a gen

c ies is o nl y a f ew hu n dr e d o r th ou san d at the m ost .

Even many o f th e se do n ot en gage in a dve rtisin g T h e r e .

r em ain s t o th e n atio n al m a gaz ine s o nl y m ail o r de r a d -

v ert isin g in wh ic h even ve ry small c once rn s may en gage

,

if th ey can m ake a su ccess o f it . V e ry few seem to fin d

th e way t o su cce ss h oweve r , .

By far th e gre ate r p art o f bu sine ss fi rms are re tail

de al e rs an d r e tail a dve rtisin g c ome s ne ar e r t o be in g
,

u n ive rsal th an a n y o th e r th o th e b ig a p p r o p riatio n s ar e

,

m ade f or gene ral a dve rtisin g Bec au se th e in div idu al

.

am ou nts spen t o n r e tail a dve rt is in g a re smal l th e re h as ,

been n o su ch p r e ssu re t o stu dy an d p e rf ec t th e art o f

r e ta il a dve rt isin g as th e r e h a s been t o stu dy th e art o f

g ene r al a d ve r t i s in g o n w h i c h m i ll io n s a r e sp en t in s in g l e
a cc o u n ts Yet th e t otal is gre at bec au s e th e nu mbe r o f
.

sm all r e ta il a dve r tis e rs is s o gr e at ,

an d m an u fa c tu re rs

ar e r e al iz in g t h at th ey mu st m ak e a b u sine ss o f t e a c h

in g de al e rs t o b ack u p w ith sk il l an d a rt in th e ir r e ta il
a dve rtising th e gene ral a dve rtisin g f o r wh ich th e se
m anu fa c tu r ers ar e p ayin g th emsel ve s M ore an d m o r e .

g ene r al a dve r t is i n g is p u sh e d o u t t h r o u gh r e ta il c h a n ne l s
,

s o th at it w il l be c o ncen tr at e d j u st wh e r e it is nee de d

in ste ad o f be in g scatte r e d p rom iscu ou sl y o ve r th e

c ou ntry an d m anu fa ctu r e rs are stu dyin g reta il adv er
,

t isin g s o th at th ey m ay h el p th e ir deal e rs .

3 30
 R ET AI L AD V ER T I S IN G 331

T h e Ob j ec t of Ret a il A dv e rt is in g

Th e chie f objec t o f reta il a dve rtisin g is to b ring cu s

t om ers t o th e s t ore I f p e opl e c ome t o th e stor e th ey
.

a re l ik e l y t o b u y . Th e p r o fit o n th e goo ds a dve rtise d

is a m in o r c on siderat io n Wh en p e opl e see oth er goo ds
.

well displ aye d an d attractive th ey b u y th em Al m ost ,

.

with ou t exception th e p r ofit fro m r e tail a dve rtising l ie s

in th e p u r ch ase s o f o th e r goo ds Beside s stran ge rs wh o
.
,

c ome once bec ome f am il iar with th e sto re an d c ome

a ga in ,
thu s devel op in g in to r e gu l ar c u st o mers wh o ar e
th e st an dby o f eve ry b u sine ss I f a s tor e do e s n ot carry
.

a ttra c tive go o ds wel l disp l aye d on c ou n t e rs an d in w in

dows a dve rtisin g is n o t l ike l y t o p r ove p r ofit abl e

, .

The e asie st me an s o f att r a c tin g cu sto me r s t o a stor e is

by a dvertisin g b ar gain s an d th e simpl e st f orm o f b ar
,

g a in i s th e c u t p r i ce s u it s f o r $ 1 5 T h e t em p t a.

t io n t o s t ret ch th e gap be tween th e tw o p r ice s h a s

natu rall y l ed t o al m o st u n iversal l yin g again st wh ich ,

h one st a dve rtise rs a r e n ow w a gin g a str o n g c am p aign .

Th e next m ost p op u l a r me th o d o f a ttr a ctin g t r oo p s

o f c u s to me r s h as been s a l e s o f v a r i o u s k in ds — fire sal e s ,

bankru p tcy sal e s go in g ou t o f bu sine ss sal e s s e ason al

,
- - -

sal e s an d s al e s on sp ec ial l ine s o f goo ds

,
.

T h es e sp ecial sal e s h ave l ikewise been mu ch abu se d .

On e m an in Co nnecticu t is said t o h ave h a d a b ig r ed

“ ”
sign o ve r h is sh o e st o r e fr o nt
-
S ell in g ou t a t C ost
,
fo r ,

a p er io d o f th r ee ye ar s an d h e w a s o n e o f th e be st r e gu
,

l ar c u sto me r s o f a ce rtain wh ol e sal e h o u s e Th e sign .

was a l ie p u r e an d simp l e .

Re al p rofit li e s far m ore in h ol din g r e gu l ar cu stome rs

t h an in att ra ctin g swar m s o f cu r io s ity s eekers w h o go -

t o a sto r e o n th e s tr en gth o f a dve rt isin g o nl y t o fin d th ey

h ave been dece ive d .Al m ost with ou t exce p tio n th e fak e
a dvertise rs go into b ankru ptcy s o one r or l ate r I t c o sts .
332 HUMAN NA T UR E IN B U S IN ES S
t oo mu ch to get a p ossibl e cust ome r to go t o a stor e once
t o mak e it p ay t o a dve rtis e in m ost ca se s ; b u t wh en a
l a rge p er cen t age o f th ose wh o go c an be h el d an d in
du c ed t o c o me a gain bec au s e th ey l ik e th e go ods an d
l ik e th e sto r e th e entir e p r o fit on tw o o r th r ee sal e s can
,

be exp en de d on a dve rtisin g with a view to ge ttin g th e

,

ste a dy b us ine ss o f th e c u st o me rs f o r ye ars t o c o me .

H igh gr a de store s a dve rtise exten sivel y fall an d spring

-

”
o p en in gs wh en th ey sh o w th e new f ash ions an d
, ,

with ou t ann ou ncin g any p rices wh ateve r draw hu ge

c row ds o f th ose wh o wish to see wh at th e new fashio ns
a re .

T h e re are al so sp ec ial sal e s o f su ch goo ds as l inens ,

u n de rwea r ,
h ou seh ol d fu rn ish in gs etc ,
. which attract
,

becau s e o f th e l arge r displ ay an d gr e ate r s el ection .

S p ec ial p u rch a se s a re m a d e f o r th e s e sal e s an d wh il e ,

the p rices are n o t p art ic u l a rl y r e du ce d th e ch o ice o f ,

g oo d s m ak e s t h e s a l e s em inen tl y u s e f u l t o c us t o me r s .

Ol d cu sto me rs as well as new nee d t o be r em in de d o f

th e sp ec ial k in ds an d qu al itie s o f go o ds a st o r e c arrie s .

‘ ”
Eve ry day th e re is s tore news which all cu sto me rs ar e
c u riou s to kn o w J oh n Wanam ak e r the fi rst gre at re
.
,

t a il a dve rtise r a do p te d this ide a o f s to r e news as th e

,

k ey to his a dve rtisin g an d with h igh grade sto res eSp ec i

,
-

al l y th e c onstant ann ou ncement o f cu riou s o r in te re st

in g f ac ts ab o u t th e goo ds th at are c o n tin u all y c o m in g in
c au se s th ou san ds o f cu sto mers to re ad th e dail y o r weekl y
a nn o u ncemen ts j us t a s th ey r ea d th e new s in th e news

p p
a e r s
. T h o s e w h o a r e in th e h a b it o f r ea d i n g th e new s

in newsp ap e rs n atu rall y c a rry th e h ab it o ver int o th e

a dvertisin g c ol u mns an d r e a d with in t er est th e r e gu l ar
news ab ou t b argain s sal e s new goo ds r ece ive d etc I f
, , ,
.

th e re is n o vel ty o r in t e r e st in th e go o ds th ems el ve s ,

p r ice s nee d n o t be a d ve rt is e d a t a ll o
,
r r e g ul a r p r ice s

may be men tione d .

 RET AI L AD VER T I S IN G 333

N e w s pa pers an d H an db il l s as Ret ail Mediums

Newspap e rs,with the ir sec on d cl a ss mail privil e ge s -

an d ch e ap me th o ds o f p rin tin g c an di st rib u t e bu sine ss

,

ann ou ncements f or far l ess m oney th an th is can be done

in an y direct w ay A wh ol e newsp ap er p age can be sent
.

o u t f o r f r o m $ 1 t o $ 2 a th ou san d c o p ie s wh en th e c irc u

l a tion s are l ar ge wh il e th e l owe st p ossibl e c o st o f h ou s e

,

t o h ou se distr ib u tio n o f h an db il l s is ab ou t th e sa me ,

an d t h e c o st o f p r in tin g is ext ra In addition t o th at

.
,

th e a dve r tisin g ga ins f o r ce by its a sso ciatio n with th e

news an d m o st o f al l f ro m th e h ab it o f th e newsp ap e r
,

r e a de r s o f r e a din g th e a dve rtisement s T h is h ab it o f r e ad .

in g a dve rtisemen ts h as c o st th e newsp ap e rs th ou san ds o f

dol l ars t o c re at e Th e F r ench p ap ers h ave neve r c r e ate d
.

th is h ab it on th e p ar t o f th e ir r e a de rs an d so F rench ,

de al e rs stil l sen d ou t dir ec t Th e be st me diu m f o r r e ta il

.

a dve rtisin g wh en it ex ists

,
is th e newsp ap e r ; a n d b e
,

tween newsp ap e rs th at p ap e r is be st wh o se r e a de r s h ave

,

been t raine d in th e h ab it o f r e a din g a dve rtisements .

B u t o ften th e r e is n o newsp ap e r wh ich h as a c ircu

l atio n am o n g p r ec isel y th e p e opl e wh o ou gh t t o be t he
cu stome rs o f a stor e A sm al l stor e on th e sou th side
.

o f Ch ic a go d o in g b u sine ss w ith th e p e op l e w ith in a

ra diu s o f a f ew bl o ck s c ou l d n o t a ff o r d t o a dve rtise in a

r e gu l a r Ch ic a go da il y wh ich c ir c u l at e s o ve r th e en tir e

city bec au se it w ou l d be nece ssary t o p ay f or an eno r

,

m ou s waste c ircu l ation Likewise in c ou n try t o wn s

.

th e re m ay be s c atte re d c ir cu l atio n o f seve r al newsp ap e rs ,

n o o n e o r tw o p a p e r s c o ve rin g th e distr ic t evenl y In .

su ch c ase s wh ich a r e c omp ar ativel y f ew h an db il l s p re

, ,

p a r e d j u st l ike new sp p
a e r d isp l a y a d ve r t is emen t s sh ou l d
be distribu te d f ro m h ou se t o h ou se by carrie rs .

I T h e r e is al so a dec ide d diff e r ence o f t en be tween , ,

gmorn in g an d evening newsp ap ers Evenin g newspapers .

33 4 HUMAN NA T UR E IN BU S IN ES S
ar e r ece ive d in th e h ome be fore su p p er wh en th e whol e
fa mil y t o ge th e r h as time t o r e a d t h em an d th ey h ave ,

p r o ve d exce ll en t me diu m s f o r a dve r t isin g f a m il y su pp l i es

of a ny kin d Mo rn in g newsp ap ers are l arge r an d

.

s tr o n ge r as a ru l e with m o r e goo d new s an d a r e m o r e

, ,

l ikel y t o be r e a d by men on th e ir w ay t o th e ir bu sine sse s

a n d by th e m or e th ou gh t f ul an d disc r im in at in g p art o f

th e c ommu n ity Th e ir S u n day e dition s fin d p e opl e with

.

th e gre at e st l e isu r e o f th e wee k a n d th e c omb in atio n o f

,

r e a din g l e isu r e o n th e p a rt o f t h e p e o pl e with stro n g

news intere st h as ma de th e S u n day p ap e rs as a rul e th e , ,

m ost gene ral l y e ff ective r etail a dvertisin g m ediu ms whil e ,

even in g p ap e rs c ome next an d week day m orn in g p ape rs

,

l ast exce pt f o r sp ec ial k in ds o f a dve rtisin g

,
.

Wh at t o A dv ert is e

S ince the o bj ec t o f reta il a dvertisin g is t o attract

p pe o l e t o a s t o r e t
,
h e go o d s t o a dve r t is e a r e su c h as th ey
w ill mak e m o st e ff ort to go an d get In gene ral th ey .
,

wan t sta pl e go o ds su ch as su gar fl ou r etc B u t th e re , ,

.

is ve ry l ittl e p rofit in th e se an d even wh en th ey are ,

sol d a t c o st b u t a t rifli n g r e du c tio n in p rice can be

a dve rtise d . I t is th e re fo r e im p e rative t o fin d goo ds in

, ,

l e ss u ni ve rs al dem an d which can be de sc ribe d in su ch

a w ay th at th ey wil l a p p e ar int e r e stin g The m o re .

m argin o f p ro fit th e r e is in th e go o ds th e m o re attractive
c an th e ba rga in p rice s be m a de
-
Yet it u su all y do es
.

n o t p ay t o a dve rtise o u t o f dat e styl es a n d sh o p worn

- -

g o o ds w h ic h th e sh o p kee p e r wan ts t o g et r i d o f a t an y
p r ice . P e o p l e w a n t q u a l i t y .

T h er e is j u st on e s ol u tio n o f the diflicul ty an d th at ,

is t o sel ect th e f re sh e st an d best go o ds th e go o ds th e ,

p pe o l e wan t m o st a n,
d d e s c r ibe t h em s o a t tr ac ti ve l y th a t
th ey wil l wish to see th em Mere p rices mean n othin g
.

except wh en th ey are attach e d to th e very ch ea p est

 RET AI L AD V ER T I S IN G 3 35

goo ds o fle r e d a nywh e r e in th e marke t A re du ctio n o f .

p r i ce s o f me d i u m o r h ig h e r q u al it i e s mean s n o th i n g w h a t
eve r u nl e ss th e r e is su ffic ien t de sc ription o f th e qu al ity
‘
o f th e goo ds t o m ake th e p r ice s s eem r e al l y a ttra c tive .

A skil l e d re ta il a dvert isement wr it e r is on e wh o c an

-

de sc ribe go o d qu al itie s so th at p e opl e w ill be will in g to

p y g
a o o d p r ice s f o r t h em A .c o mb i n a t i o n o f r e du ce d
p r i ce s a n d g o o d d e s c r ip t i o n s w i ll p r ob a b l y p r o du ce t h e

be st r e su l ts ; b u t ve ry skil f ul a dve rtisement write rs may -

m ak e th e ir de sc ription s so go od th at p e o pl e wil l c ome

f or th e goo ds at r e gu l ar p rice s Goo ds o f h igh qu al ity
.

wh ich c o mp etito rs do n o t c arry are p articu l arl y avail

a b l e f or su ch h igh gr a de a dve rt isemen t w ritin g
- -
.

Th e B u y er a n d t h e A dv e rt is e m ent -
Writ er Mu s t Wo rk
T o ge t h e r

S u cce ss ful etail a dve rtisin g dep en ds on kn owin g

r

what th e p e o pl e w ant an d th en t el l in g th em ab ou t it
,

in an a ttra ctive w ay Th e exp ert on wh at p e op l e want

.

an d on m argin s o f p r o fi t is th e b u ye r wh il e th e a dv er ,

tisem en t w rit e r is th e ex p e rt o n writin g de s c rip tion s

-
.

N o a dve rt isemen t w rite r can m ake a re al su cce ss u nl e ss

-

h e w orks in cl os e asso c iatio n with a go o d bu ye r In .

a ddit io n h e mu st go do wn o n th e fl oo r an d tal k with

,

th e sal es p e o pl e o r w at ch th e cu st o me r s wh en th ey c ome
-

in t o s ee h ow th e se cu s t o me rs a c t wh at th ey say an d
, , ,

th e l ine s al on g wh ich th e ir min ds w o rk T h u s th e .

a dve rt isin g m an bec o me s a so rt o f a ssist ant b u ye r h im

s el f ge t tin g in fo rm at io n at fi rst h an d wh ich th e b u ye r

,

o u gh t t o h ave an d w ill wel c o me .

T h e T e c h n iqu e of Ret a il A dv e rt is in g

M ost r e tail a dve rtisements are displ aye d c atal ogs o f

many di fferent items an d so th e t echniqu e is entirel y
,

difleren t f rom that in wh ich sin gl e items a re a dve rt ise d .

33 6 HUMAN NA T UR E IN BU S IN ES S
In a fu l l p a ge
-
a dve rt isemen t o ften hu n dre ds o f items
a re a dve rt ise d I f they we re p l ace d u ncl assifie d in sol id
.

c ol u mn a fte r c ol u mn p e opl e w ou l d p ay l ittl e a tt ention

,

t o th em . Re tail a dve rtisements mu st be displ aye d o n

m u ch th e s ame p rinc ipl e th a t news is displ aye d by mean s
—
,

,
ff
o f h e a dl ine s b u t with th is di e r ence ne a rl y all p e opl e
a re m ost in t e re st e d in th e b ig news o f th e day wh il e ,

in re a din g a dve rt isemen ts o n e p e rso n is l o okin g fo r on e

thin g an d an o th e r is l o okin g fo r an o th e r an d th e ch ie f
,

th in g is t o ma k e it p ossibl e f o r any p e rs o n t o gl ance

r a p idl y ove r th e w h o l e a dve rt is emen t an d fin d wh a t h e

wan ts in th e sh o rt e st p ossibl e sp ace o f time The h ighl y .

devel op e d t echn iqu e o f a dve rt isemen ts is su ch th at a

g iven it em can be f o u n d in a g o o d a dve r t is emen t i n a

f ra c tio n o f the time th a t a given item c o u ld be f ou n d

in the news c ol u mn s -
.

F irs t eac h a dve rtisemen t as a wh ol e sh ou l d h ave so me

,

d is tinc tive m a rk th a t s e rve s the p u rp os e o f a tra de

ma rk fo r th a t p artic u l a r sto re In smal l a dve rtisemen ts
.

th is may be a c h a rac te ris t ic b o rde r ; in l a rge r a dve rt ise

men ts it m ay be a c h a rac te ristic name he ad at th e t op -

o f th e p a ge o ften c o u p l e d w ith a d is t inc tive s tyl e o f typ e

,

displ ay . T his enabl e s p e opl e wh o a re re gul a r c ustome rs

o f th a t sto r e to l o ok f o r its a dve rt is emen ts an d fin d

th em ea sil y T his is an e ssen tial p art o f b u il din g u p a

.

clien tel e o f re gu l a r c u stome rs wh o are in th e h ab it o f

r e a din g th e st o re new s r e gu l a rl y .

S ec o n d al l the goo ds o f each de p a rt men t sh ou l d be

,

ca re fu ll y k e pt t oge th e r in a spa ce cl ea rl y se p ara te d

f ro m o th e r de p artmen t space s I f onl y a gr o ce ry sto re
.
,

o r sh o e s tor e o r h a r dwa r e s t o re
,
o r th e l ik e is t o be
,

a dve rtise d u su all y a sin gl e sp ace is al l th at is nee de d

,
.

Wh en a nu mber o f th e se diff e ren t stores are u n ite d in a

de p artmen t store e a ch de p a rtmen t sh ou l d be trea te d
,

l ik e a se p ar at e store exce p t th a t by grou p in g the de

,
 RET AI L AD V ER T I S IN G 337

p a rt m en ts on p ga e
on e o r h a l f p ga ,
e o r qu-
a r
,
t e r a
p g e -

th ey can be m a de t o h el p e a ch o th er an d at th e same ,

t ime b u il d u p th e b u sine ss an d r e pu tatio n o f th e stor e

as a wh o l e .

Thir d each a dve rt isement for a s in gl e stor e o r e a ch

,

s ec t io n o f an a dve rt is emen t f o r a d e p artment s to r e

sh oul d h a ve at th e t o p a displ ay l ine in l ar ge b ol d ty p e -

( a cc u r a t e l y p p
r o o r t io ne d ne i th e r t oo
,
l a r ge n o r t o o

sm all ) which t e ll s th e m o st im p o r ta nt p iece o f news in

th at de p a rtmen t an d u su al l y w ith it s o me p r ice in

,

equ al l y l arge b ol d fi gu re s since p rice figu res are m o r e

, ,
-

qu ickl y r e ad an d u su al l y m or e e a ge rl y l o oke d f or th an
de sc r iptive w o r ds I t h as bec o me al m o st an a cce p te d
.

ru l e th at p rice s sh o u l d be given even i f th ey ar e n ot

b a rgain p rice s since m or e th an anyth in g el se do th ey

-

en abl e p e opl e to fix qu ickl y the grade o f th e articl e s

a dve rtise d A m an wh o kn ow s h e neve r p ays m o r e th an
.

$ 1 5 f o r a su it o f cl o th es w il l n o t wish t o re ad ab ou t $2 5
o r $30 su its n o r w il l t h e m an wh o we ar s $2 5 o r $ 30
,

su its c a r e t o w ast e h is t ime r e a din g a b o u t $ 1 5 su its .

I t wo rks b oth w ays Th e p rice is th e be st k ey t o th e

.

g ene r al g r a d e o f g o o d s a n d th e r,
e f o r e sh o u l d be th e fi r st
th in g th e eye c at ch e s in gl anc in g o ve r th e p a ge The .

w ords o f th e di spl ay l ine are th e next thin g fo r th e eye

-

to cat ch .

F ou r th th e h e a dl ine is u su al l y so c on den se d it do e s
,

n o t c o nvey an y r e al kn owl e dge b u t me r el y s e rve s t o ,

a ttra c t th e r e a de r t o th e fu l l e r de sc rip tio n wh ich is

g iven in th e o p en i n g l ine s o f t h e b o dy o f th e a d v e r

tisem en t an d th e r e fore th e s e o p en in g l ine s sh ou l d be

,

set in th e l ar ge st b o dy size o f typ e t h at is u se d -

In a .

l arge a dve rtisement th is w il l u su al l y be twel ve p oin t ;

in a sm al l a dve rtisement it m ay be t en p oint or onl y ,

e ight T h e se de scrip tive l ine s u n der th e h e ad sh ou l d

.

u su all y fix th e qu al ity o f th e go o ds o f wh ich th e p rice

3 38 HUMAN NA T UR E IN BU S IN ES S
h as been s o p rominentl y displ aye d as to attrac t atten
t ion .With th e p rice an d th e qu al ity de scripti on th e ,

a dve rtis emen t o f th a t it em is c o m p l e t e .

F ifth bel o w th e it em given l e a din g displ ay it is u su al

,

t o give a s el ection o f o th e r it em s o f l ess im p o rt ance so

th at th e p e rso n wh o is n o t in t e r est e d in th e m ain it em
m ay h ave a s ec on d th ird fou rth o r fi fth ch o ice as th e
, , , ,

c ase m ay be o r m ay see s ome th in g el se o f a simil a r sort

,

wh ich wil l su it h is nee ds .

S ix th in re ta il a dve r tisin g it is excee din gl y im p or

,

t an t th a t th e p l a ce wh e r e th e go o ds are to be f ou n d is
ve ry cl e arl y state d A smal l a dve rtisement w ith a dis
.

t in c tiv e b o rde r wil l u su al l y p l a ce th e n a me o f th e sto re

an d its l o c at io n a t t h e b o tt o m o f t h e a dve rt isemen t in

typ e o nl y l e ss p r om inen t tha n th e m a in h e a dl ine De .

p a r t m e n t s in a d e p ar t men t s t o r e s h o u l d be l o c a t e d wit h
equ al cl e arne ss since o ften p e opl e f a il to fin d th e ir w ay
,

in an in t ric at e de partmen t sto re a s th ey w ou l d in a

c ity I t is n ot en o u gh th at th ey c an ask s ome floo r
.

walk e r o r th at th ey p rob ab ly k n ow al rea dy Each t ime

,
‘
.

th ey sh o u l d be t o l d o n j u s t wh at fl oo r o r in j u st wh at ,

p a r t o f t h e b u i l d in g t h ey sh o u l d l o o k s o t h ey nee ,
d w as t e
n o t ime ask in g qu es tio n s Often p e o pl e a re in a great
.

h u rry a n d th ey w il l n ot t ake time to ask th e w ay

,
.

Wh en th e pl a ce is n o t given th e a dve rtisement m ay be

ne arl y a t otal fail u re .

S even th th e gene ral a p p ea r ance o f th e a dve rtisement

,

sh o u l d be a rt ist ic all y p l e asin g Th e s ec tio ns o f a de

.

p a r tm en t s t o r e a dve r t is emen t s h o u l d be we ll b a l ance d

an d p r op e rl y p r o p o rt io ne d Th e sh ap e s o f th e s p a ces
.

sh ou l d h ave a r el atio n t o th e wh o l e p age an d t o su r

r ou n di n g a dve rt isemen ts or news m atte r Onl y on e -

.

f a ce o f disp l ay typ e sh ou l d c o mm onl y be u s e d in di f

-

f eren t s ize s an d o n e fa ce o f b o dy typ e in twe l ve t en

,
-

, ,

an d e igh t p oin t w ith s mal l e r size s o nl y on sp ec ial o cca

,
 R ET AI L AD VER T I S IN G 339

sio ns wh e re c on densation is fo r some p a rticul ar re ason

, ,

im p e rative .

Pictu r e s are extremel y u se f ul in re ta il a dve rtisin g ,

b u t as th e r e tail a dve rt isement is b u t f o r a day an d ,

newsp ap er p rintin g p ra cticall y r equ ire s p en an d in k - -

drawin g by a skil f ul a rtist it is o nl y in th e l ar ge r c itie s

,

th at r e gu l ar an d syst em at ic u se o f p ictu r e s is p ra c ticabl e .

In smal l e r t owns cu ts m ay be obtaine d o ften f rom

manu fa ctu re rs o f p articul ar goo ds ; an d the re are firms
th a t m ake a b u sine ss o f s ell in g a t l ow p rice s el ec tro .

typ e s o f st o ck cu ts S ome wh ol e sal e h ou se s m ake a

’

bu siness o f f u rn ish in g sto ck cu ts T h ese makesh ift cu ts

.

a r e o f ten n o t wel l su it e d t o th e sp ec ial a dve rt isemen t

e ith e r in su bjec t styl e or size an d in su ch c ase s it is

, , ,

better n ot to u se th em b u t t o de p en d on the e ffect o f

,

wel l a r ran ge d pl ain typ e with a go o d b or de r T h e se

-
.

m ay be f ou n d even in th e sm al l e st p rint sh o p s an d can -

ay s be m a de e ff ec tive by th e p e rs o n wh o kn ows h ow .

Qu e s t io ns on R e t ail A dv ert is in g

1 . Onl y n de r wh at c on dition s is general a dv er

u

isin g p o ssibl e ? Ab ou t h ow m any firm s can enga ge

s fu l l y in gene ral m a ga z ine a dve rt isin g ?

2 H ow m any firm s r e l ativel y c an en ga ge in re ta il

.
, ,

dv ert isin g ? Wh at is th e a dvan t a ge o f do ing general

dv ertisin g th r ou gh r e t ail ch annel s ?
3 Wh a t is th e ch ie f object o f r e tail a dve rtisin g ?
.

r e do e s th e p ro fit c o me in ?

4 Wh at is th e e asie st me an s o f a ttra c tin g cu stome rs

.

a r e tail st o r e ?

5 What is th e next m o st attra ctive me th o d o f dr aw

.

c u s t o me r s t o a r e ta il s t o r e ? In w h at w ay h ave
g
been abu se d ?
e do es re al p r ofit l ie an d h ow is it bu il t u p ?
340 HUMAN NA T UR E IN BU S IN ESS
7 . De sc ribe in de tail th e a dve rtis in g o f h igh gra de -

re t ail st or e s . In wh at do es it c o n sist f o r th e m ost p art ?

8 Wh at a re th e me diu m s f or r e tail a dve rt isin g ?
.

Wh at a dvantage do e s newsp ap e r a dve rtis ing h ave ?

Un de r wh at c ircu m stance s o nl y c an it be u se d with
p r o fi t ? W h a t diff e r ence is t h e r e be tween m o rni n g a n d
even in g p ap e rs ?
9 Wh at th in gs sh ou l d a r e ta il sto r e a dve rtise ?
.

1 0 H ow c an qu al ity an d b argain s be r ec o nc il e d ?
.

Wh at do e s a skil l e d r e ta il a dve rt isin g m an do ?

1 1 With wh o m mus t a r e ta il a dve rtisin g m an c o
.

o p e rat e an d h ow is th is w o rke d o u t ?
,

12. Com p a r e a dve rt isemen ts an d catal ogs . Co m p a re

news an d a dve rt isements .

1 3 Wh at t ak e s th e pl ace o f th e t rade mar k in re ta il

.
-

a dve rtisin g
1 4 H ow a re th e diff e ren t de p a rtments o f a store
.

h an dl e d in th e a dve rtisin g ?
1 5 Wh a t a re th e e ssen tial s o f e a ch de p art ment sec
.
-

t ion o f a dve rtisin g ?

1 6 Wh a t is th e l arge st b o dy siz e o f typ e an d w hy
.
-

is it u se d fo r th e o p en in g l ine s o f th e b ody ? Wh at
r el atio ns h ip do e s th is h ave t o th e h e a d l ine ?
-

1 7 A ft e r th e l ea de r h as been de s c ribe d h ow a re th e
,

va rious items fo r s el ection p resente d ?

1 8 Wh at is th e im p o rt ance o f in dica tin g th e pl a ce
.

wh e re a dve rtise d goods are to be fou n d in th e store

itsel f ?
1 9 H ow do y ou get a rt istic e ff ec t in a dep a rtmen t
.

s to r e a dve rtisement ?

2 0 Wh at is th e imp ortance an d val u e o f picture s ?

.

T he ir l imitations ?
 R ET AI L AD V ER T I S IN G 341

A dv e rt is in g A s s ignm ent I V

The best de p a rtment s to r e ad vertisin g me diu ms are

th e B osto n Gl o be an d H era l d, th e B os ton Transcrip t,

th e N ew York H era l d, the Worl d ,
an d th e Tim es, th e
P hil adelp hia Re cord, I n qu irer, an d P u b lic L edger, an d
th e Chic ago Tribu n e an d N ews I t is su gge ste d th at
.

sp ecimen c op ies be o bt aine d o f th e S u n day e ditions o f

e a ch o f th e se ( exce p t the Tran scrip t an d Chic ago N ews ,

wh ich h ave n one as th ey are even in g pap ers ) an d th e

, ,

a dve rtising o f th e ne ar e st l o cal dep artment store be

ta k en u p an d c omp ar e d c rit ic al l y with th e high grade -

a dvertisin g in th e p ap e rs mentione d T hen the l o cal .

a dve rtisin g sh ou l d be r ec on stru c te d an d r e arr an ge d so

as t o im p r ove it . On e o r two weeks m ay wel l be spent

on this work if th at am ou n t o f time can be spa re d .
 DI RECT B Y MA I L A D V ERT I S I N G
- -

GEN ERAL a dve rtisin g is done throu gh natio nal maga

z ine s an d newsp ap e rs for th e m ost p art by a few l arge ,

c orporation s wh ich sp en d en orm ous su ms o f m oney .

Re tail a dve rtisin g is done l o cal l y in newspap ers ,

p r ima ril y by d e p a rt men t s t o r e s b u t a l s o by a l,

l r e ta il
s to r e s
.

Mail order a dvertisin g is done in national magazines

-

an d in newsp ap e rs f o r th e p u rp o se o f ge ttin g r e ta il

o r de r s th a t c an be fil l e d by ma il I t is an ex ten sion o f
.

o r din ary r e ta il a dve rt isin g an d u su al l y th e sto c k is

,

sh o wn by p ic tu re s an d de s c rip t ion s in a ca ta l o g in st ea d

o f by displ ay o f ac tu al go o ds on c ou n t e rs an d in st ore

win dows .

D irect by ma il a dvertisin g is th e new nam e for c ir

- -

c u l ar iz in g I t is c ircu l ariz in g rais e d t o th e dignity o f

.

s c ient ific a dve rtisin g a n d it h as c o me t o be p erh ap s th e

, , ,

m ost s cientific fo rm o f a dve rt isin g th at is done .

A dve rtisin g am on g de al e rs is as a r ul e be st done by , ,

th e direct b y m ail me th o d
- -
Du n s an d B ra dstree t 8
.
’ ’

b o oks c ontain c ompl ete l ists o f de al ers which c an be ,

.

s el ec te d an d cl assifie d an d a c o ncen t r at e d ap p e al can

,

be m a de t o p r ec isel y th ose wh ich are m o st l ik el y t o

r e sp o n d .Th e a p p e al c an be c onfine d t o ce rt ain n arrow
s ec t io ns o f th e c ou n t ry o r it can be m a de n at io n al
,
It .

can be v arie d for diff e rent p arts o f th e c ou ntry I t m ay .

be for inqu iries or for orde rs o r p u rel y general an d ,

e du c ation al to p rep ar e th e w ay f or travel in g men For .

whol esal ers an d many manu fa ctu re rs it is the onl y fo rm

3 42
 DIR ECT -
BY
-
MAI L AD V ER T I S IN G 34 3

of ad ve rtisin g th at is fe asibl e an d it m ay be u se d t o ,

a dvan ta ge by r e t a il e rs t o su p p l ement th e ir new sp ap e r

a dve rtisin g an d get th e h igh er grade bu sine ss in ou t

l yin g distric ts an d al so by gene ral a dve rtise rs n ot al one
,

in c ir cu l a riz in g de al e rs b u t al so in c ir cu l a r iz in g con
su me r s wh o se n ame s a re o ften fu rn ish e d by de al e rs In .

sh o rt it is th e m o st ne a r l y u n ive r sal f o r m o f a dve r tisin g

,

which exists I t h as been so c o mm o n in th e p ast th at it

.

w as n ot m u ch r e gar de d With in th e l ast t en ye ars it

.

h as been devel o p e d al on g ex p e rimental l ine s an d m or e ,

an d m o r e it h as p ro ve d w o n de r fu ll y e ff ec tive A t th e .

meetin g o f th e A ss o c iat e d A dve rtisin g Cl u b s in 1 91 4 , ,

a de p artment o f D irec t b y Mail A dve r t isin g w as o rgan

- -

iz ed f o r th e fi rst t ime an d it w as imme diat el y on e o f

,

th e m ost l argel y att en de d o f al l th e de p artments .

D irec t by m ail adve rtisin g r equ ire s

- -

1 A l ist o f n ame s p r op e rl y sel ecte d an d cl assifie d

.
,

th e ch ara c te r an d qu al ity o f wh ich is th e m ost imp o rtant

first c on side ration .

2 Le tt e rs ( u su al l y r e p r o du ce d in f a c simil e o f typ e
.

writin g ) with o r w ith ou t n ame s an d a ddr e sse s fil l e d in

,

t o m at c h c ir cu l ars o r b ookl e ts f o r encl o su r e o r p r int e d

, ,

m ail in g car ds
-
.

3 S o me f o rm o f direc t r e tu rn s c arr ie d o ften by a

.
,

r e tu r n p ost c ar d -
o r in a r e tu r n envel o p
,
in an y c ase ,

c are fu ll y ch ecke d u p t o see wh at th e re su l ts are p er

th ou san d o r in an y given l o c al ity or on a n y given list
, ,
.

Th e on e exce p tio n t o th is is e du c a tive a dve r tisin g am on g

de al e rs wh o ar e soo n t o be visit e d by t r avel in g men an d ,

in th at c ase th e incr e ase d b u sine ss th e men get is th e

direc t t e st o f th e re su l ts o f th e a dve rt isin g .

In al l dir ect b y mail a dve rtisin g it is p o ss ibl e so one r

- -

o r l at e r t o KN OW W H A T TH E R ES UL T S A RE .

Hith ert o in gener al a dvert isin g it h as been im p ossibl e

, ,

t o kn o w a n d in r etail a dve rtisin g it h as been difficu l t

, .
344 HUMAN NA T UR E IN BU S IN ES S
Th e accu ra te an d p o sitive r ec ords o f ma il or de r an d -

direc t by ma il a dve rtisin g h ave been p ra c tic all y th e

- -

be ginnin g o f a s c ien tific basis f or m o de r n a dve rtisin g

o f all k in ds S u ch a th in g as a s c ience w ith ou t p ositive
.

r ec o r ds is u n th ink abl e S ince m ail o r de r an d direc t b y

.
- -

m ail a dve rtisin g h ave pro du ce d accu rat e an d detail e d

r ec or ds ,
a dve rtisin g as a wh ol e h as be gu n to be taken
o u t o f th e c at e go ry o f a gambl e an d p l a ce d o n a b asis

o f ce rta in ty a ft e r t e sts h ave e l im in at e d th e f ail u re s .

L is t s

Th e p ositive r e su l ts o f direc t a dve rtisin g de p en d fi rst

o f al l o n s ec u r in g th e r igh t l ist In th e e arl y ex p eri .

ments ,
l ists we re p u r ch ase d b u t two obj ection s were
,

f oun d to th e se l ists T h ey we re o ften c arel e ssl y or

.

mech an icall y c omp il e d so th at m any n ame s we r e in

,

cl u de d wh ich we re de ad o r u n av ail abl e an d th ey h ad ,

been w o rke d by oth e rs in th e same l ine o f b us ine ss till

t h ey h a d been w orn o u t .

I t c osts at l ea st tw o doll a rs an d a h al f a th ousan d t o

s el ec t l ists f r o m Du n s o r B ra dst ree t s o r f ro m th e
’ ’
,

direc to rie s o f b anke rs c o rp oratio n o ffi ce rs o r th e l ike

, , ,

a n d wh e n th e n ame s a r e f ew an d s c att e r in g it c osts

’
s til l m o r e A s a gu ide t o th e s el ectio n in D u n s o r
.

B ra dstree t s th e r e is th e s ize an d ch ara ct e r o f th e to wn

’
, ,

an d al so th e c r e dit r a t in g o f th e in divi du al b o th as t o
-

h one sty an d inve stment T h e re are al so direc to rie s o f

.

l awye rs an d do c to rs with r atin gs sh o win g th e ir p ro

f ession al s ta n din g N ame s o f in dividu al men o f m oney
.

may be c omp il e d fro m l o c al t ax l ists N ame s o f h ou se -

.

h ol de rs with a ce rta in m in imu m stan din g in th e c om

mu n ity m ay be c omp il e d f ro m t el e ph one di rect orie s .

Th e t el e ph one dir ec to ry is c o rr ec t e d f ou r time s a ye ar ,

a n d wh e r e th e r e is a r e sidence t el ep h o ne th e r e is al m o st

su r e t o be a w o m an wh o b u ys f o r a h o u s eh ol d ; s o h e re
 DIR EC T -
BY -
MAIL AD V ER T I S IN G 345

we h ave an a ccu rat e l ist o f women man age rs o f well to -

do h ou seh ol ds T h e se are b u t sp ecimen s o f th e a ccu rate

.

p u b l is h e d l ist s c a r ef u l l
,
y c o rr ec t e d f r o m t ime t o t i me ,

f ro m wh ich a stil l cl ose r s el ectio n m ay be ma de w ith

r e f e r ence t o l o ca tio n an d p r o fe ssio nal o r b u sine ss stan d

in g . Th e t otal s o f th e se l ists ru n into th e mil l io n s .

T h er e are ove r g r o ce r s g ene,

ra l s t o r e s ,

u p w ar ds o f m anu fa ctu re rs l arge an d smal l or , ,

o ve r r ath e r l ar ge m anu fa c tu r e rs A p rominent .

New Y o rk weekl y h as l ists o f o ve r th r ee qu art e rs o f a -

m il lion n ame s su itabl e f or circu l arizin g for su b scrip

t io n s .

In a ddition to th e l ists th at m ay be sp ecial l y c om pil e d

f ro m dir ect orie s o f v ariou s kin ds incl u din g c ity direc ,

t o rie s th e r e a r e l ists o b t aine d f rom a dve rtisin g

,
F or .

exampl e a p a tent me dic ine h ou se by extensive adv er

,
-

t isin g c oll ects th e n ame s o f m any th ou san ds wh o h ave

eczem a an d a fte r th e c once rn th at gath e re d th e l ist by
,

a dve rtisin g h as exh auste d its p ossib il ities it will sell it

thro u gh a b rok e r t o any o th e r c o nce rn th at m ight be
abl e with a di Eeren t ap p e al t o get bu siness f ro m it .

To sh ow j u st wh at th e se l ists are an d th at th ey are ,

g en u i ne t h ey a
,
r e f u r n i sh e d a s fil e s o f o r ig in al l e t t e r s

wh ich c an be c op ie d an d r etu rne d with in a given time

t o th e b r oke r t o be r ent e d ou t t o s ome o th e r c once rn .

Th e o bjec t io n t o l ists o f th is kin d is th at th ey are s oo n

w o rke d t o de ath an d w il l n ot p ro du ce p ayin g r etu rns
, .

I t is be tte r t o get an excl u sive f re shl y c o mp il e d l ist o r , ,

el s e t o gath er a l ist anew by a dve rtisin g for inqu irie s .

Th e be st l ists in an y bu sine ss ar e th e l ists o f th os e

'

wh o h ave b o u gh t s ome th in g Th e m anu fa ctu re r m ay

.

c ir cu l arize th e l ist o f cu stomers o f a r etail sto re th e ,

o r de rs o f c ou rse t o be s ent t o t h e de al e r an d n o l ist o f

, , ,

n ames c ou l d be bett er Wh en on e c oncern can get th e .

l ist o f actu al b u yin g cu stome rs fr om an oth e r c once rn ,

 HUMAN NA T UR E IN BU SI N ES S
it will be f ou n d t o be w o rth a h igh p rice ; b u t few c on
ce rns wil l sell th e l ist o f th eir custo me rs even wh en th ey
kn ow n oth in g o f a c omp etitive n atu re will be off e red
t h em bec au se th e o f tene r th ey a re c ir cu l ari ze d th e
,

s o o ne r th e ir w il l in gne ss t o r e ad c ir cu l ar a dve r tisin g is

worn ou t .

A ll l ists de te riorat e with time a s p e opl e m ove fr om,

p l ace t o p l ace o r g o o u t o f b u sine ss O n e w ay o

. f c o r

r ec tin g this is t o s en d ou t l e tt e rs u n de r a tw o cen t s tamp -

wh ich will be re tu rne d if n ot del ive re d T hat wee ds .

o u t th o s e wh o h ave m ove d a n d l e ft n o a ddre ss ; b u t

th os e wh o h ave l e ft f o rw ar din g a ddr e ss e s will get th e ir

-

mail j ust th e same an d th is meth o d p rove s a fail u r e as

,

t o th em . M any diff e rent device s an d me th o ds must be

u se d t o c o rr ec t l ist s o f c u st o me rs e sp ec ial l y wh ich are ,

excl u sive an d are u se d for m any years Th e dea d m ate .

rial in su ch l ists me an s th at on each name th e r e is a l oss

o f th e stam p an d st a tione ry .

Co s t

In direc t by ma il a dve rtisin g th e re is, first

- -
o f al l , th e
fix t c ost o f p osta ge , at l e ast $ 1 0 a th o u san d wh en on e

cent stamp s are u se d T h en th e r e is th e c ost o f th e

.

st a tio ne ry s el do m l e ss th an on e dol l ar a th ou sa n d e a ch
,

f o r l e tte rh e a ds an d f or envel o p s an d o ften tw o doll a rs

,

a th ou san d fo r e ach o r m o re With m ost c ircu l ar l et

, .

t e rs th e r e m u st be so me p r int e d c ir cu l ar t o su ppl ement

th e b rie f l e tte r a n d t ell th e f ul l de tail s o f th e o ff e r t o
su ch as h ave fi rst been in t e r e st e d by th e l e tt e r Al s o .

th e re is l ikel y t o be a r e tu rn p o st c a rd o r r etu rn envel o p

-
.

Th e m inimu m c o st o f e ach o f th e se w il l h ar dl y be u n de r
fi fty cents an d from th at u p t o five dol l ars a th ou san d
,
.

Her e is the l ist o f item s f or which we must provide

P osta ge ,

Le tt e r h ea ds
-

,
 DIR EC T -
BY
-
MAIL AD V ER T I S IN G 34 7

Envel ops,
Encl o su re s,
Lab or Writin g an d Encl osin g
of .

Th e l ab or o f sen din g ou t c ircu l ar l etters or mail ing

c ards h as been stan dardize d by c omp an ies in the l arge
c itie s wh ich m ake a sp ec ial ty o f su ch w ork Th ey sys .

t em atiz e th e w o rk in su ch a w ay th at th ey c an m ak e a

p ro fi t y et
,
q u o t e p r ice s th at w il l a c tu al l y be u n de r t h e

c ost o f do in g th e w ork in a p riv at e office by empl oye d

h el p .In p rivat e offices p en addr e ssin g will u su al l y n o t
-

excee d seven o r e ight hu n dre d a ddre sse s in a day wh il e ,

th e c om p an ie s wil l get fi fteen hu n dr e d a ddr e ss e s writ

t en ; an d s o on .

Th e l e tt e rs mu st be r ep ro du ce d a c ost u su all y v ary

at

in g be tween on e an d tw o dol l ars a th ou san d I f n ame s

.

an d a ddr e sse s ar e fil l e d in t o m at ch th at wil l c o st tw o o r

,
.

tw o an d a h al f dol l ars a th ou san d Th e envel op s mu st

.

in any c as e be a ddr e st an d th at will c o st f or p en a ddr es s

,
-

in g a dol l ar an d a h al f a th ou san d o r f o r typ ewr it e r ad -

dre ssin g two doll ar s or tw o dol l a rs an d a h al f a th ou

sa n d . Th e l e tte rs an d encl o su re s mu st be f ol de d an d
in se rt e d int o th e envel o p th e flap tu cke d in o r s e al e d
,
‘
down an d a stamp afiix t at a c o st o f fi fteen o r twen ty
, ,

cents a th ou san d f or e ach m otion th e l owest p ossibl e,

nu mbe r wh en th e r e is n o encl o su re be in g five Th is .

m akes th e c ost o f l ab or fro m six t o t en doll ars a th ou

san d o r th e m in imu m t o tal c o st o f c ir c u l ars u n de r on e
,

cent p ostage twenty t o twenty fiv e dol l ars a th ou san d

-
.

Wh en we c omp are this with r e a ch in g p e opl e by news

p p
a e r o r m a g a z ine a dve r t is in g in p g
a e s p a ce a t o n e t o

tw o dol l ars a th ou san d o f a ctu al c ir cu l a tio n w e see th at

,

dir ec t b y m ail a dve rtisin g is ve ry ex p en sive

- -
.

Th e tru e b asis o f j u dgment h o weve r is th e r etu rn s

, ,

o n th e t o tal inve stment wh eth e r l arge or small Th e

, .

dir ect b y mail meth o d c oncentrat e s on p rec isel y th e be st

- -
348 HUMAN NA T UR E IN BU S IN ES S

p e rs o ns t h e a,pp ea l c a n be ma de m o r e ne a rl y c o m pl e t e ,

f o r a l e tte r an d encl osu re s wil l o ften am o un t t o th e

m atte r on th ree o r f ou r p age s o f m agazine s iz e o r even ,

m ore Th e re tu rn p ost c ar d o r r e tu rn envel o p are bette r

.
-

th an th e a dve rtisin g c ou p on Ab ove al l a t est c an be

.
,

ma de o f any l e tte r o r c ircu l ar on 500 o r n ame s at

a c ost o f $ 1 5 to $2 5 an d if th e t e st is n ot su cce ssf ul th e
,

l a rge r ex p en ditu re is save d an d m o ney is sp ent f o r o nl y

on e o f two p u rp ose s t o m ak e t e sts on a small s cal e o r
, ,

t o ma il o u t wh en r e su l ts a re kn o wn in a dvance an d a
certain p rofit is p ractic al l y a ssu re d T his ve ry greatl y .

r e du ce s th e t o t al l o sse s a n d wa st e s o f dir ec t b y m ail - -

a dve rtisin g an d j u stifies th e high e r c ost p er th ou san d .

Ma il in g -
P ie c e s an d En c l o su re s

A mail in g p iece is the t echn ic al de signatio n o f some

-

so rt o f p rin t e d c a rd o r c ir c u l a r w h ic h can be m ail e d at

o nce ,
u su a ll y w ith o u t w r a p p e r whil e p rinte d sl ips or
,

c ircu l a rs to be encl ose d w ith l e tte rs are encl o su re s .

Th e p o st o fii c e p e rm its p rin te d c ards o r sh ee ts o f any

-

siz e t o be s en t by th ir d cl ass m ail th o c ar ds on wh ich

-

th e re is w ritin g oth e r th an th e name a n d a ddr e ss o f th e

p e r s o n s w r i t t en t o a n d s en di n g m u st c o me w it h in a

sp ec ifie d r an ge o f s iz e s a s in dic at e d by th e offi c ial p osta l

c ards I f m ail in g p iece s are m ade l arge h oweve r th ey

.
-

, ,

mu st be fol de d an d h el d togeth e r w ith a cl ip in s ome

way o r th ey w il l be t o rn t o p iece s in th e m ail .

Th e c o n ditio n o f a m ail in g p iece wh en it is r eceive d is

-

an imp ortant m att er I f it is wide r th an f ou r inch e s

.

o r l o n ge r th an t en it is p r e tty ce rt ain t o be b a dl y dam

a ge d an d that w ill sp oil th e e ff ectivene ss o f it The

, .

s ize o f a nu mbe r t en envel o p is th e m ax imu m th at p ost

men carry c onven ientl y in th e ir p acka ges with ou t fol d

in g an d a dve rtisin g matte r sh oul d be k e pt within those
,
 DIR EC T -
BY -
MAIL AD V ER T I S IN G 349

Mail in g p iece s are c o mm onl y u se d in a se rie s fo r e du

-

c ation al p u rp ose s wh e r e v ar ie ty o f imp r e ssio n is de sir

ab l e. I f th e r e is t o be a s erie s o f t en p iece s l et u s say , ,

tw o o r thr ee o f th em m ay be l e tte rs an d th e r e st p rin te d

circu l ars o f some s ort A c ard be arin g p ictu r e s th at .

ar e e ith e r o rnamen tal or il l u str ative o r b oth o ften

, ,

p r in t e d in c o l o r s s o me t ime s c u
,
t in t o n o ve l sh a p e s s e rve s ,

t o get att en tio n wh en a l e tt e r m igh t be th r own int o th e

wast e b aske t Wh en variety o f sh ap e an d ap p e arance
-
.

is nece ssa ry m a il in g p iece s ar e al m o st a nece ssity T h ey

,
-
.

a r e u su all y n o t su b st a n t ial en ou gh t o p r o du ce o r de rs ,

b u t o ft en re tu r n p o st c ar ds a r e att a ch e d t o th em so th ey
-

c an r e a dil y be t o r n o ff o r a r e c l ip p e d o n ,
an d th e s e ,

m ail in g c ar ds will p ro du ce an abu n dant su ppl y o f go od

-

inqu irie s on th e re tu rn p o rtio ns .

Encl osu re s with c ircu l a r l e tte rs h ave been fou n d t o

be in disp en sabl e in m any if n o t m ost c ases F irst a .
,

fu l l p rint e d c ir cu l a r sh ou l d give th e c o mpl e t e de t a il s

wh ich h ave been briefly s et f ort h in th e l etter With .

ou t su ch a c ir c u l a r givin g th e c om p l e t e canv ass th a t

a sal e sm a n w o u l d give if h e we r e o n th e s p o t o r de rs ,

will n ot c ome bec au se cu stomers w ill f eel th ey do n o t

,

h ave su ffi c ient in f orm atio n t o j u st ify th em in p l a c in g

o r de rs . Often th e f o rm an d c o nt ents o f th e c ircu l a r
de term ine th e su cce ss o f th e c ir cu l ariz in g an d go o d ,

l e tte rs will f ail if a cc o mp an ie d by p oo r c ir cu l ars Onl y .

th e sm al l p er cent a ge o f th o s e w h o h ave been f av or abl y

influ ence d by th e l ett e rs wil l c are p articul arl y t o r e a d
th e c ircu l ar s ; b ut th ey mu st be th er e f o r all s o th at ,

th o se f ew o r de r pl ace rs m ay be c anv a sse d to th e p oint

-

o f b u yin g .

In a ddition it is o ften f el t th at wh en l etters are n o t

, ,

int en de d t o p r o du ce o r ders b u t ar e p u r el y e du c ation al , ,

s o me l ittl e p rin t e d sl ip h el p s th e e ff ectivene ss o f a l e tte r .

S u ch p rint e d sl ip s m ay de sc ribe so me sp ecial item o f

3 50 HUMAN NA T UR E IN BU S IN ES S
fu rn itu r e or gr oce ries an d will be encl ose d with th e
,

inv oice s an d o r din ary l e tt e rs go in g o u t f r om th e h ou se .

S ome time s a sm all c ir cu l ar de scriptive o f a b ook or

p iece o f me r c h an dis e en t ir e l y diff e r en t f r o m th a t s p oken
o f in th e l e tt e r w il l be encl o s e d w ith a f o r m l e tt e r an d -

r e gu l a r c ir c u l ar t o c a t ch a f ew p e rso n s wh o m th e m ain

l e tte r an d c ircul ar will n ot in te re st T h e se encl osu re s

.
,

wh ich are n ot even r e fe rr e d t o in th e f orm l ett e rs will -

b rin g a f ew a ddition al o rde rs wh ich will h el p t o raise

the t otal re tu rn s f ro m th e m ail in g t o a p ayin g p o in t .

Print e d m ail in g p iece s an d encl o su r e s ar e de signe d

-

ve ry l argel y al on g th e l ine s o f displ ay a dve rtisin g ex ,

ce pt th at since th e re is n o l imitatio n o f sp a ce th e re is
n o su ch se riou s e ff o rt at c on den sat io n Th e p ossib il ity
.

o f t a kin g al l th e s p a ce de sire d is o n e o f th e gr ea t adv an

t a ge s o f direc t b y ma il a dve rtisin g

- -
Al so c ol or may be
.

us e d w ith ou t t oo gr ea t ex p ens e .

One or Tw o -
c en t P o st a ge —W h ic h ?

Th e ad van tage o f imitatin g a strictl y p e rsonal l ette r ,

incl u din g fil l in g in th e n ame t o m a t ch th e im it a tio n

typ ewritten b o dy sign in g l e tt e rs w ith in k an d p u ttin g
, ,

on a tw o cent s ta m p is n o t s o m u ch t o dece ive p e o pl e in

-

th is day wh en eve ry o n e r ec o gn iz e s a f o rm l e tte r a s it -

is t o get th e l e tte r into th e p e rs on al p il e wh en th ey are

so rt e d e a ch m o rn in g U su all y th e re a re tw o p il e s on e
.
,

p i l e o f p e rso n al l e tt e r s f o r imme di a t e a tt en t io n a n ot h e r ,

p i l e o f p r in t e d c i r c u l a r s f o r a t t en t io n a t a l a t e r t ime
wh en l e isu r e m ay be f ou n d ( an d th is t oo o ften is neve r ) .

Le tte rs th at h ave th e p e rson al l ook a re l ikel y t o get in to

th e p e rso nal p il e an d r ece ive m o r e p r o m pt an d c ar e fu l
att ent io n th an typ e p r in t e d c ir cu l ars wh ich ar e l aid
-

aside t o be l o oke d o ve r at l e isu r e .

S ign in g al l l ett ers with in k is all owe d by th e p ost

o ffice dep art men t even wh en th ey go th ird cl ass since
, ,
 DIR EC T -
BY -
MAI L AD V ER T I S IN G 351

th e name an d a ddre ss o f th e p erson a ddre st an d th e

p e rs o n s en d in g m ay a l w ay s be w r it t en o n a n y p a cka g e
o f wh at eve r cl ass . Th is p e rm its th e signin g o f circu l ar
“ ”
l e tte rs w ith in k an d a
, p e n w r it e r m a y be -
h ir e d f o r

a d o ll ar a th ou san d t o d o th e s ign in g s ince th e a u to ,

g p
r a h w il l n o t be r ec o g n i z e d in a n y c a s e .

Le tt e rs wh ich go t o h e a ds o f fi rms o r th e l ik e u su all y , ,

mu st be s ent u n der tw o cent p o stage an d in as strictl y

-

a p e rso n al styl e al l t h e w ay th r ou gh a s p ossibl e Th e .

m at ch o f th e a ddre ss with th e b o dy sh ou l d be p e rf ect ,

th e s ign atu re p en wr itten an d th e envel op s e al e d

-

,
.

Lett e rs wh ich ar e j u st a s l ikel y t o get o r de rs f rom

o th ee b oy s o r cl e rk s a s f r o m th e h e a d o f th e h ou s e wil l
-

p r o du ce b u s ine ss even if s en t u n d e r o n e cen t p o s t a ge -

.

Circu l a riz in g f or su b sc r ip t ion s b oo k s al es etc u su all y , ,

.
,

can be do ne with gre at e r p r o fit u n de r o n e cen t p ost age -

.

Circul a riz in g f or th e s al e o f b on ds o r th e l ike sh oul d

be done o nl y u n de r two cent p ostage with h igh gra de -

,
-

st a tione ry .

H in t s on B o o kl et Ma k in g
-

A b ookl et sh ou l d be pre p ar e d by a m an who has some

c o mm an d o f a l it erary styl e I t mu st be written e asil y .
,

f r eel y gra ce fu l l y an d ab ove all sh ou l d be in itsel f

, , , ,

th o rou ghl y in t e r e stin g as a p iece o f l ite ratu r e o r f o r its

v al u abl e in fo rm ation I t is safe t o say th at a b o okl et
.

wh ich is o nl y a l o n g drawn ou t a dve rtisement wil l neve r

- -

be r e a d B u t a b o okl et which is p rinte d attra ctivel y is

.
,

divide d int o sh o rt s ection s with su gge st ive h e a din gs an d ,

c ontains in f o rm ation o f p e rm anent an d genu ine int erest ,

will s erve its p u rp os e su cce ss fu l l y .

A b ookl et is n ot u su al l y re a d by m or e th an on e p erson ,

an d th e r e mu st be c o n side r abl e m o ney in th e p o ssibl e

o r de rs fr o m th a t on e p e rson t o m ake it a dv isabl e t o sen d

ou t a b ookl e t at al l .
3 52 HUMAN NA T UR E IN BU S IN ESS
Th e b o okl e t sh ou l d th en be s ent onl y t o th e p e rson
, ,

kn o wn t o be in te re ste d u su all y an inqu ir e r S en din g

, .

b o okl e ts b ro adc ast is l ik el y t o be a sh ee r w aste .

A b o okl et gott en u p me rel y f or its cu riou s be au ty or

o ddity m ay be ex ami ne d b u t it is l e ss l ik el y t o h ave th e
,

de sir e d e ffec t th an on e which is pl aine r sim pl e r an d in , ,

itsel f m o r e c onv incin g o r in fo rm in g I am a bel iever in .

the pl ain ne at ta ste fu l cl e ar simpl e an d p e r fec tl y a r

, , , , ,

ran ge d b o o kl e t . S ix teen sm al l p a ge s a re u su all y en ou gh ,

th e typ e sh oul d be e asil y r e adabl e ( ne ith e r sm al l n or

l a rge an d f ancy ) an d th e wh ol e de sign sh ou l d be su ch
,

as sim pl y t o m ak e r e adin g e asy an d a ttr ac t ive Th e .

meat o f the b ookl e t will be fou n d n ot in th e mech an ic al

execu tion b u t in wh at is said .

To writ e a go o d b o okl e t a man mu st h ave been a l on g

an d ca re fu l stu den t o f h u man na tu r e Kn o win g h is .

m an ( o r w o m an ) to th e sm al l e st de ta il h e will tal k to ,

h im in a sim pl e stra ight fo rw a rd e arne st c onv inc in g

, , ,

m anne r neve r ex aggerat in g neve r w ave rin g neve r re

, , ,

l ax in g th e in ten sity o f his l ite rary gaze He h as some .

th in g w orth sayin g o r h e w o u l dn t be writin g a b o okl e t ;

’
,

an d h e s ays it s o th at it m u st be r ea d an d o nce r e a d ,

can n ot b u t be remembe re d T h at is th e h e igh t o f .

b u sine ss l ite rary a rt an d it is th e p oint at which l ite rary

,

art u n it e s w ith b u sine ss .

A b ookl e t to draw b u sine ss mu st first o f all h ave a

t itl e wh ich de s c ribe s s o me th in g th at th e c ust o me r wil l
want Th e t itl e is very imp ortan t
. .

T h en the b ookl et itsel f mu st be a thin g o f intrin sic

val u e I t is n ot en ou gh th at th e r ea de r is cu riou s ab ou t
.

wh at y ou h ave to off e r an d wants fu l l in form ation He

,
.

wants to get so me th in g w orth h avin g t o p ay h im f or th e

t ime h e is tak in g t o r e a d y ou r m atte r T his qu e stion o f .

t ime is an im p o rtan t it em Many p e opl e are m o re l oth

.

t o sp en d t ime th an m oney an d it is a ser io u s m ist ak e t o

,
 DIR EC T -
BY -
MAI L AD V ER T I S IN G 3 53

t rench in an y m an s time T his c an be avoide d

way on a
’
.

if th e b oo kl et is at o nce a th in g o f in trin sic val u e an d

in te r e st an d a goo d a dve rtisement f o r wh at you a re
o ff e ring .

P ro per S tyl e in Wh ich

B o o kl et to Writ e a

The be st m o del o f a goo d b o okl et is an a dve r tisin g

ma gaz ine articl e fil l in g ab ou t f ou r p ages I t is written .

in th e be st m agaz ine l it e r ary styl e with f requ en t su b ,

h ea ds an d u su all y with c op iou s m a gaz ine il l u str atio n s

,
.

I t is sh arp e r sh o rte r sn app ier th a n th e ave ra ge l it e ra ry

, ,

articl e o f th e same k in d I t is inten sel y p r a c tic al an d

.

f as cin atin g by r e aso n o f th e fu n damental in for m ation

an d su gge stive disc u ssion Yet it is de ftl y an d su b tl y
.

c al cu l ate d to l e a d the m in d to some p art icu l ar c omme r

c ial goal n a mel y th e pu r ch a s e o f th e th in g th at is be in g
,

a dve rtise d .

I f th e th in g a dve rtise d c an be fou n d t o be r e al l y in

t erestin g in its el f to h ave its o dditie s its ph il o soph y
, , ,

an d it s u n ive rsal v al u e t o h u m an n atu r e th at sh ou l d ,

f orm th e su bject o f th e b o okl et T h en th er e is n o de .

cep tio n ab o u t it I t is a f ra nk disc u ssion o f an in t e r

.

e stin g thin g in wh ich y ou are deepl y inter est e d an d

, ,

wh ich l e a ds m ost n atu ral l y to th e pl e a for a sal e .

I f th e th in g a dve rt ise d do e s n ot p ermi t o f su ch dis

c u ssion th e b oo kl e t mu st be m a de in t e r e st in g an y way
, ,

an d o u t side m att e r mu st be s ou gh t T his ou ts ide matte r .

sh ou l d be as cl o sel y c onnec t e d with th e thin g a dve rtise d

as p o ssibl e f o r th e r e is al w ay s dan ge r wh en it c o me s t o
,

bridgin g th e ch asm between th e int ere sting b ookl et on

an ou t side s u bject an d th e qu e st io n o f m akin g a sal e .

Th e U s e an d Ab u se B o o kl et s
of Ca t al o gs an d

Many bu sine ss men m ak e th e gre at m istake o f su p

p o s in g th a t a c a t al o g o r b o o kl e t is a p p
a e r s al e s m a n .

Th e f ac t is it is onl y h al f a sal e sm an
,
I t is th e s al es .
 HUMAN NA T UR E IN BU S IN ES S
m an th at ge ts o rde rs fr o m th os e al re ady intere ste d bu t ,

it do e s l it tl e o r n oth in g t o get o r de r s f r o m str an ge rs .

Th e p e rso n al l e tte r mu st m ake a c o m pl et e impr e ssion in

its el f. Th e l e tt e r th at do es n ot c ome nea r t o m akin g a
s al e in its el f with ou t r e fe rence t o a b ookl e t o r ca tal o g

is u su al l y an excee din gl y p o or l e tte r .

I mysel f in m any l ine s o f busine ss sh ou l d never sen d

a c at al o g exce p t o n r equ e st . Th e man wh o asks f or it
is th e man wh o nee ds it . Th e m an wh o do es n o t ask
f o r it is ve ry un l ikel y eve r t o r e a d it .

A gain an d a gain h ave I r e a d l e tters which r e fe r to

th e c a t al o g an d ask me t o r e a d it all th rou gh c ar e ful l y .

T his I neve r do I th row it in th e wa ste p ap e r b asket

.
-

becau s e I h aven t t ime to wa de th rou gh s o mu ch matt er

’
.

Wh en a b ookl e t or c at al o g is s ent with a canvassin g

l e tte r it sh ou l d be c on side r e d th at it will be r ea d o nl y
,

by th ose on wh om th e l e tte r h as ma de an im p r e ssion .

T h o se few m ay r e ad it with deep inte rest an d it will ,

a id in ge tt in g an o r de r fro m th em . Al l th e o th e rs
p r o b a b l y w ill neve r l oo k a t it . A t any r a t e th,
e a d v e r

tise r sh ou l d go o n th e th e o ry th a t th ey neve r wil l .

A c atal og s ent b ro a dc ast t o the t ra de u s u all y is

,

tr e ate d w ith th e s ame in diff e r ence . I mysel f l ast su m

m er sent b o okl et c ircu l ars to ol d cu stome rs an d ,

g o t s ix $ 1 o r de rs . I t w as p r a c t ic a l l y a d e a d l o ss I .

s en t th e s ame b oo kl e t c ir cul ar with a s tr o n g p e r so nal

l e tt e r t o o f th e s a me n ame s an d go t o n e h u n dre d

o r de rs . Mr W C Hol man e ditor o f S al esm an ship

. . .
, ,

h as t ol d me th at a tw o p a ge a dve rtisemen t in h is m ag
-

“ ”
a z ine o f h is Gin ge r T al ks b r ou gh t b u t six $ 2 o r de rs ,

wh il e on e th ou san d l ette rs to su b s cribe rs b rou gh t eighty

two $ 2 o r de rs .

M any manu fa ctu re rs an d o th e rs h ave a h ou se o rgan -

m on thl y magaz ine which th ey sen d ou t at great ex p ense .

I w oul d a hu n dre d time s rathe r sen d ou t m onthl y l et

 DIR ECT BY MAI L AD V ER T I S IN G
- -
3 55

excep t to ol d cu stomers who requ est th e m agaz ine

t e rs , .

F o r cu sto me rs w h o w a nt it a c at al o g o r b o okl e t is in
,

disp ensa b l e, an d o f th e h igh e st val u e Fo r o th er s from .

,

m any exp e riment s an d mu ch o b se rv ation I bel ieve it is , ,

c omp a rativel y sp e akin g o f ve ry l ittl e v al u e

, .

Cl a s s ifi ed A dv e rt is ing

On e fo rm of dir ect ve rtisin g dem an ds sp ec ial at

ad

t ention an d th at is Cl assifie d A dve rtisin g wh e th e r ru n

, ,

in newsp ap e r o r m a ga z ine s .

Th e v al u e o f cl assifie d a dve r tisin g dep en ds fi rst o f .

al l u p o n th e h ab it o f ce r t ain n u mbe r s o f p e o p l e o f l ook

in g in a ce rt a in p e rio dic al in a ce r tain p l a ce t o fin d

, ,

ce rtain kin ds o f adve rtisements Until th at h ab it h as .

been f orme d cl assifie d adve rtisin g can h ave l ittl e val u e

, ,

an d p ap e rs th at ar e t ry in g t o b u il d u p th e ir cl assifie d

a dve rtisin g dep artments fin d it an extremel y diffi cu l t

matter No rm al l y th e r e is on e p ap e r in a t o wn th at
.

carrie s cl ass ifie d a dvert isin g th at p ays an d th at is ,

u su al l y onl y in th e l ar ge r c it ie s Onl y a few m agaz ine s

.

h ave been entirel y su cce ssf ul in e stabl ish in g p ro fitabl e

cl assifie d a dve rtisin g dep artments .

In gene ral a dve rt isin g p e opl e are l ikel y t o n otice an y

,

u nu su al th in g b u t as a ru l e in r e a din g cl assifie d a dv er
,

tisin g th ey are int en t o n fin din g s o me on e p art icu l ar

th in g an d th ey r e sp on d t o n oth in g th at do e s n ot s eem
,

t o be in l ine with th at th in g Hence any a dvertisement

.

th at is n o t p r o p e rl y cl assifie d is l o st an d a n y attemp t ,

t o a dvert ise thin gs wh ich do n o t c o me u n de r p o pu l ar

cl assification is l ikel y t o fail Th e fiel d is p r etty
.

cl o sel y n arrowe d t o a few p rofitabl e me diu m s an d a few

p r o fi tab l e cl ass ific a t io n s .

Th e sp a ce occu p ie d m ak e s l ittl e diff er ence so l on g as

y o u sa y w h a t y o u h a ve t o sa y a n d sa y it cl e a rl y Wh en .

expl anation s are deman de d c onside rabl e

'

r ath e r fu ll ,
35 6 HUMAN NA T UR E IN BU S IN ES S
sp a ce mu st be u sed Wh en eve ryth in g o f e ss enti al im
.

p o r t ance can be p u t in a c o u p l e o f l ine s it w ou l d be ,

f ool ish t o u s e m or e Th e gr e at qu e stio n is H ave y ou

.
,

g o t a l l o f t h e e ss en t ia l thi n gs i n o r n o t l oo ki n g at ma t,
t e rs

f ro m th e o th e r f ell o w s p oint o f view ?

’

To m o st o f u s th e m o st im p or t an t cl a ssifie d a dvertise
ment is th at in ten de d for th e Hel p Want e d o r S itu ation -

Wante d c ol u mn s Wh en we w an t a job th e be st w ay
.
,

t o get it is by a cl assifie d a dve rt isemen t ; an d as ou r

l oss o f time wh il e wa itin g fo r a p o sit ion bec o me s a
se riou s m at t e r t o u s th e su cce ss fu l w o r din g o f su ch an
,

a dve rt isemen t is ex t r eme l y im p o r ta n t I t is a matte r .

o f kn o w in g j u st w h a t th e o th e r f el l o w wan ts th at w e c an

fu rn ish a n d stat in g th at th in g in th e m o st sim pl e an d

,

direc t styl e T h is is a kin d o f a dve rtisemen t th at it is

.

w orth o u r wh il e t o write a gain an d a gain till we get

it right . Ea ch t ime we sh ou l d sta n d off an d l ook at
o u rse l ve s a n d l o ok at th e o th e r f el l o w
,
an d th en c o n ,

side r o nce m o r e w h e th e r we h a ve t o u ch e d th e exac t

p o in t wh e r e th e t w o o u gh t t o c o me t o g e th e r .

Q u es t io ns on D ire c t b y
- -
Ma il A dv ert is in g

1 . H ow gene
a re
r al a dve r t is in g r e ta il a dve rt isin g , ,

an d m a il o r de r a dve rt is in g do ne ?
-
Wh at is direc
ma il a dvert isin g a new n ame for ? Wh at is th e o cc as i
f o r a new n ame ?
2 .In wh at fiel d is th e direc t by m ail me th o d e sp ec - -

a l l y ap p l ic a b l e an d w hy ?
,

3 Wh at are th e e ssen tial el emen ts in direct b y m a

.
- -

a dve rt isin g

4 J u st why is dir ect b y m ail a dve rt isin g so m u

.
- -

m or e ce rta in an d definit e th an an y o th e r kin d ?

5 De sc r ibe fu l l y h o w l ist s a r e p r e p are d th e ir
.
,

an d th e v ario u s k in ds .
 DIR EC T -
BY -
MAI L AD V ER T I SIN G 357

7 De scribe m ail in g p iece s an d b rin g t o th e cl ass

.
-

variou s ex amp l es o f m ail in g p iece s an d encl o su r e s -

.

8 H ow do y ou de t e rmine wh eth er to u se on e o r tw o
.

cent p ostage ?
9 Wh a t a re th e me diu m s fo r cl assifie d a dve rtis e
.

ments an d wh at are th e e ssential s in th e ir p re p aration ?

,

A dv ert is in g A s s ign m e nt V

Let us vertisements ( which are

r e pl y to m ail -
e
o rd r a d

in ten de d t o bu il d l ists on wh ich direct b y m ail sal e s - -

m an sh ip m ay be ap pl ie d ) an d c ol l ect a nu mbe r o f c ir
onl a r l e tt e rs encl osu res et c an d b rin g th e m to th e
, ,
.
,

cl ass with a c riticism o f each .

A dv e rt is in g A s s ign m ent V I

A fte r care fu l l y c o nside rin g th e bu sine ss to which we

h ave given sp ec ial stu dy l et u s see if cl assifie d a dv er ,

tisin g in newsp ap e rs o r n atio n al p e rio dic al s l ike Eve ry

,

b o dy s Magazin e o r C o l lier s Week ly m igh t n ot be p os

’ ’
,

si bl e an d th en w r it e th e a dve rt isemen ts
, Or we m ay .

p p
r e ar e h al f a d o zen w a n t a dve rt is emen t s f o r p o si
-
t io n s

fo r ou r sel ve s so me l on g an d some sh ort try in g t o

, ,

de te rm ine j u st wh at treat ment w ou l d be l ikel y t o give

th e be st r e sul ts .
 K EY IN G A N D T ES T I N G A D V ERT I S I N G

UN LES S y ou k n o w wh at retu r ns y ou get from you r

a dve r tis in g th e r e is n o p ossib il ity o f k n on
,
wh e th e r
it p ays o r n o t n o r o f el imi n atin g th e inevitabl e w ast e
,
.

A t l e ast 7 5 p er cen t o f m isce l l ane ou s a dve rtisin g is

.

w aste d Th e wh ol e idea o f s c ience in a dve rt isin g is to

.

e l im in ate th at wa st e a n d th e b asis o f al l s cience is exact

,

kn owl e dge Th e great devel op men t o f the next few

.

yea rs in th e stu dy o f a dve rtisin g m u st be t e stin g an d

c h eck in g re tu rn s .

D irect by mail a dve rtisin g is m or e e asil y te ste d th an

- -

a n y o th e r f o rm He re is ou r l ist u su all y run n in g to

.
,

s eve ral th o u sa n d We t ry ou r f o rm l ett ers an d c ircu

.
-

l a rs on five h u n dr e d s ome time s a th ou san d

,
.Th e p ro
p o r t io n o f r e t u rn s o n five h u n d r e d is l ik e l y t o h o l d f o r

th e en tire l ist w ith n o ve ry grea t v ari ation .I f th e

m ail in g c o sts t wen ty fiv e doll a rs a th ou san d an d th er e
-
,

is a p rofi t o f five doll ar s o n e a ch articl e s ol d five o rde rs ,

mu st be rece ive d be fo re any p rofit can be sh own or ,

two an d a h al f o r de rs fr o m five hu n dr e d l e tte rs T h e re

.

mu st be s ome m a rgin f o r c ontin genc ie s an d v ariation ,

say th r ee t o th e th ou san d m a kin g e igh t in al l o r f ou r

, ,

o r de rs f ro m five h u n dr e d I f f ou r o r de rs are rece ive d

.

f ro m th e t e st o n five h u n dre d we see a ch ance o f s u ccess .

I f five o r s ix o r de rs a r e r ece ive d we kn o w th at w e h ave

,

a goo d m argin o f sa fety a n d are assu r e d o f an excel l ent

p r o fi .t I f l e ss t h a n f o u r a r e r ece ive d w e t ry a ga i n
with an o th er l e tt e r or an oth e r c ircu l ar .Of c ou rse ,

ch ance may brin g on e orde r m ore o r on e o rde r l ess an d ,

 K EYIN G AND T ES T IN G AD V ER T I S IN G 3 59

wh en t h e t o t ale tu rn s on th e t e st are as small as f ou r

r

w e sh ou l d f ol l o w th at t e st u p with an oth e r on a l arge r

nu mbe r say tw o th ousan d or in p rop ortion t o th e siz e
, ,

of th e t otal l ist .

Oft en as m any e ight or ten l e tte rs are t rie d ou t

as ,

on e a f te r th e o th e r be f o r e o n e is disc ove re d th at wil l

,

p r o d u ce th e p p
ro e r p pr o o r t i o n o f r e t u r n s . Even t h e

m o st expe rience d an d c omp e ten t a dve r tisin g m an wil l

f a il o f tene r th an h e wil l su ccee d ; b u t syst em atic te stin g
an d c o n tin u e d t r ial w il l dis c o ve r th e w inn in g l e tt e r a t

th e sm al l e st p o ssibl e c o st an d wh en th e l a r ge ex p en di
,

t ur e is m a de th e a dve rtise r m ay f eel th a t th e r e tu rn s

ar e ce rta in .T h at is sc ientific a dve rtisin g To o m any .

“
Ame ric an bu siness men are in a h u rry an d say T h at
,

l e tte r l o ok s go o d t o me ; I w ill t ake a c h ance on it an d ,

”
s en d o u t t wen ty th o u san d w ith o u t t e stin g . T h e ir
f ail u re s t o get r e su l ts disc ou r a ge th em wh e re as if th ey
,

m a de system atic t e sts th ey w ou l d l ose so l ittl e on th e ir

fail u re s an d m ak e so mu ch o n th e ir su cce sse s th at th ey
wou l d soon be en gagin g in exten sive an d h ighl y p rofit
a bl e a dve r tisin g .

Mail o rde r a dve rt isin g in newsp ap ers an d ma gazine s

-

m ay be t e st e d in a sim il ar w ay . F irst a me diu m o f

kn o wn p u ll in g p ower is sel ect e d an d p r e fe rabl y on e in
,

which th e a dve rt isin g rat e is as l o w a s p ossibl e I ts .

p u l l in g p o we r o n t h a t p a r ti c u l a r b u s ine s s,
h o weve r m u st
,

be kn own Th e a dve rtisement is th en ru n o nce in th at

.

an d th e r e tu rn s c ar e fu l l y n o te d . I f inqu irie s r ath e r

th an o r de r s a r e so u gh t th e inqu irie s m u st be f ol l o we d
,

u p t o s ee h o w m any fin al o r de r s a r e s ec u r e d s ince in ,

q u i r i es m a y c o me in p l en ty y e t t h ey m a y n o t be o f a k in d
that w il l p r o du ce b u sine ss Onl y fin al o r de rs c on st itu te
.

a fin al t e st as t o wh e th e r it p ays t o a dve rt is e o r n o t ,

th o m any b u sine ss men th ink th at if th ey get th e in

q u i r i e s t h ey h ave a l r e a d y su ccee d e d an d j u mp h astil y

,
 HUMAN NA T UR E IN BU S IN ES S
in to an exp ensive a dve rt isin g c amp aign ,
o nl y to dis
c o ve r l at e r th at th ey can not get o rde rs f ro m th e in
q u ir ies .

Wh en a p iece o f c opy has been p rove d su ccess fu l in a

me diu m o f kn o wn p owe r it is sa fe to r un it in all o th e r
me diu ms o f p u l l in g p owe r th at is bel ieve d t o be goo d .

Wh en an a dve rtisement is ru n in s eve ral p e rio dicals at

th e sa me t ime th e o r de rs o r inqu ir ie s m us t be assigne d
,

to the p art ic u l a r p e rio di c al f r o m wh ich th ey came an d ,

th is is acc om pl ish e d by keyin g th e a dve rt is ements .

T h e re are v ariou s w ays o f k eyin g a dve rtisements .

A t on e t ime each p e rio dic al w as given a de p a rtmen t

n u mbe r an d inqu ire rs we r e aske d to a ddre ss th eir l ette rs
“ “
to De pt o r t o ask f o r
. B ookl e t D as if th e
,

b u sine ss we re an en o rm ou s o n e an d th e r e m igh t be c on
,

fus io n in the m ail a fte r it r e ach e d th e o ffice o f th e con

ce rn a ddre st Wh en th e b u s ine ss w as kn o wn t o be
.

s m al l th is was s o r idic u l o u s th a t th e p u b l ic p a id l ittl e

,

a tt en tio n to th e k ey Requ e sts th at inqu ire rs mention

.

th e m a gaz ine in wh ich th ey see th e a dve rtis emen t h ave

al so p rove d fu til e fo r th ey ne gl ect to do it Th e me tho d
,
.

o f k ey in g th a t s eem s t o h ave p ro ve d m o st su cce ssfu l is

t o sel ec t a fic t itio u s r o o m o r s tree t n u mbe r F o r ex

.

am pl e in o n e b u il d in g th e h igh e st n u mbe r o n a fl o o r is
,

1 4 1 1 1 4 in dic a t in g th e fl o o r an d 1 1 th e r oo m n u mbe r
,
.

A ll h igh e r n u mbe rs su ch a s 1 412 1 41 3 14 1 4 etc do , , ,

.
,

n ot ex ist a n d m a il a ddre st t o th em w il l e as il y be de
,

l ive r e d t o th e p r o p e r r o o m S o fic titiou s st ree t n u mbe rs

.

m ay be u se d I f th e h igh e st n u mbe r in a ce rtain bl o ck

.

is 653 al l th e n u mbe rs ab ove th at as 654 655 et c m ay

, , , ,
.
,

be u se d as k ey nu mbe rs an d th e re will be n o t rou bl e in

g e tt in g m a il d e l ive r e d A f ew . c u s t o me r s w il l c a ll in

p e r s o n a n d ,
w h en t h ey d o s o t h ey w il l fi n d t h a t t h e

nu mbe r given in th e a dve rtiseme nt is inc o rrect A s .

th es e ar e f ew th e diffi c u l ty is n o t a s e rio u s o n e
,
I t is .
K EYI NG T ES T IN G AD VER T I S IN G 3 61
362 H UMAN NA T UR E IN BU S IN ES S

ve ry de sirabl e h oweve r th at onl y fi ctitio u s nu mbe rs be

, ,

us e d an d n ot n u mbe rs be l o n gin g t o o th e r firm s fo r ,

wh en th e nu mbe rs are r e al b u t bel on g t o an oth e r c o n

ce rn inqu irie s w il l go directl y to th e w rong pl ace an d
,
-

nee dl e ss ann oyance w il l be o ccasio ne d s o me ne ighb or .

F ic titious s tree t an d ro o m nu mbe rs wil l usu all y be

written on th e l e tte r o f inqu iry by th e cu stomer because ,

h e thinks th e nu mbe r nece ss ary in o rde r t o h ave h is l e tte r

del ive re d S o me time s a fic titious in itial is use d in a
.

name as wh en th e n ame is Ge o rge W Mc Il v ain e th e

, .
,

a dve rtisin g will ap p e ar ove r th e n ame o f Ge o rge V .

McI l vain e Ge o rge U Mc I l v ain e Ge o rge T Mc I l vain e

,
.
,
.
,

etc . b u t th is make s p e opl e w on de r to o m u ch wh en th ey

,

g e t l e t t e r s s ig ne d
“
G e o rg e W M c I l v a in e
”
w h en
. t h ey ,

h ave a ddre st Ge o rge T Mc I l v a in e

“ ”
T h ose wh o go to
. .

a fictitious a ddress are ve ry few b u t all m ail o rde r c us ,

-

t om ers w oul d n o t ice th e o th e r d isc re p ancy Th e k ey .

sh ou l d be s o me th in g th a t will a ttrac t as l ittl e a ttentio n

as p ossib l e .

Wh en a ce rta in ro o m o r s tree t n u mbe r is u s ed as a

k ey imme dia tel y on rece ipt o f l e tte rs all th ose be arin g
, ,

a ce rta in n u mbe r wil l be n ote d an d th e t otal nu mbe r ,

r ece ive d w il l be en t e re d in a s p ace o n a c a rd l ik e t h a t

sh own in th e acc o m p anyin g ill u str a tio n S u c h a c a rd .

as th is w ill sh o w at a gl ance h ow many r e pl ie s h ave

been rece ive d f ro m any given p e rio dical on any day ,

week or m onth I f th e k ey nu mbe r is w ritten onl y on

, .
-

th e envel o p it is tr an s fe rr e d t o th e l e tte r its el f by th e

,

m ail cl e rk an d wh en a r eco rd car d is written u p th e

-

,
-

name o f th e p e riodic al wh ich th e key rep re sen ts wil l be

w ritten on the c ar d with th e n ame an d o th e r in form a
t ion On th is c ar d th e r ec o rd o f th e f ol l ow u p wil l be
.
-

k e pt Rec or ds o f this kin d mak e it p ossibl e to see at

.

a gl ance j u st wh at each inqu iry c ost in e a ch p erio dic al ,

an d p e ri o dical s which f a il to pu ll or de rs or in qu irie s at

 K EYIN G AND T ES T IN G AD VER T I S IN G 3 63

a p r o fit a re A c ontinu al t e st is goin g on for

dropt .
,

the r e will be a c ontinu al v ariation an d each new p iece ,

o f c op y sh ou l d go th r ou gh th e t e stin g p r o ce ss In a wel l .

organiz e d bu s in e ss h ou se th e t e stin g o f a dve rt isin g is

a ve ry se rious an d re gu l ar b u sine ss u n der th e s p ecial ,

cha rge of an empl oyee wh o u n de rstan ds it th orou ghl y .

T est ing R et a il A dv e rt is in g

Retail a dve rtisin g is direct a dve rtising in which the

p pe o l e c o me t o t h e st o r e in r e s p on s e t o th e a dve rt is e
ment I f dre sse s ar e a dvertise d in th e dre ss de p art
.
,
-

ment th e re may be a l arger nu mber o f cu st omers th an

u su al S ome o f th e se wil l a sk f or th e a dve rt ise d go o ds
. .

Oth e rs will c o me on acc ou n t o f th e a dvertisin g b u t ,

wil l n ot mention it at all In or der to j u dge the ad

.

v ertisin g it is nece ssa ry t o p l a ce in th e h an ds o f each

cl erk a card l ik e I l l u stration A On this th e re is on e

.

c ol u mn f or c al l s an d on e fo r c al l s su pp o se d t o be in
r e sp o n s e to th e a dve r tisement an d o n e f o r al l sal e s
,
.

Wh en th e ordin ary dail y sal es a re kn own an incre ase ,

in dicate s p artl y the p owe r o f th e a dve rtisin g th o the , ,

e ff orts o f th e cl e rks t o m ake sal es will o ften influ ence

th e t o tal s as cl e rks c oncentrat e on on e l ine o f goo ds o r
,

an oth er acc ordin g as th ey fin d themsel ve s intere ste d in

,

it .

Ill u stration A is a c ard arran ge d f o r k ee ping th e

dail y o r weekl y r ec o r d o f five diff e r en t a rticl e s in o n e
de p artment Each a rticl e is w ritten on th e back o f
.

th e c ar d an d given on e o f th e nu mbe rs by w ay o f r e f e r
ence an d al l th e c all s an d sal e s un der th at nu mber are
,

cre dite d t o th e c orre sp on din g a rticl e .

Ea ch n igh t or e a ch w ee k the in dividu al c ar ds o f th e

diff e r ent cl e rks are gath e re d u p an d th e t otal s ente re d
on an oth e r car d l ik e Il l u stratio n B Obs e rve th at .

th e c on ditio n of the weath er is an imp ortant it em in

3 64 HUMAN NA T URE BU S IN ES S

Cle rk No .

ILL U S TRATI ON A
 KEYIN G AND T ES T IN G AD VER T I S IN G 3 65

j u dgin g th e efficacy o f a dve rtisin g since if th e adver

,

t is em en t app e ars on an evenin g p r ece din g a r ainy o r

ve ry c ol d day th e r etu rn s will nece ssarily be l ost T hat
,
.

is on e o f th e ch an ce s r et ail e rs mu st t ake b u t a r ec or d ,

o f it is imp o rt ant if we are t o j u dge th e a dve rt isin g

r e t u rn s w isel y .

T e stin g th e pu l l in g p ower o f diffe rent p ap ers is n ot

ve ry imp o rtan t in r etail adve rtisin g as th e re are bu t
,

tw o o r th r ee p o ssibl e p ap e rs in an y c ase an d th e ir ,

qu al ity soon bec ome s kn o wn Wh en t e stin g p ap e rs is

.

nece ssa ry ab ou t the onl y w ay is t o ru n a ce rtain adv er

,

t isem en t first in th e new p e rio dic al an d a fte r th e r e tu r n s

,

h ave been r ece ive d ru n it a gain in th e kn own p e rio dic al

.

an d c o m p a r e th e r e su l ts o n diff e r en t days o r week s .

Re tail a dve rt isin g ch an ge s so rapidl y th at wh en a

p u l l in g a dve rt is emen t h as been f o u n d it can o n l y s e rve
the pu rp o s e o f in dic atin g t o th e a dve rt isin g mana ge r
wh at so rt o f c opy h as go t bu sine ss for h im t o gu ide h im ,

th e nex t t ime . In th e c o u rse o f a few wee ks h e will

disc o ver ea sil y if h e stu die s th e r e tu rn s wh at h is
, ,

a dve rtis in g is a cc om p l ish in g an d wh a t a dve r tis ements

,

st an d o u t a s w inne rs With ou t th is c o nstan t stu dy o f

.

r ec o r ds h e will be m ak in g th e same mistake s o ve r an d

o ve r a gain ,
an d h e w ill n o t even kn o w wh en h e h as

m ade a su cce ss so th at h e c an r ep eat it

,
.

T e s t in g Ge n era l A dv ert is in g

Wh en c u stomers wh o are influ ence d by general ad

v ert isin g go t o a st or e an d onl y t h e de al e r mee ts th em
, ,

an d h e do e s n ot kn o w h ow th ey h ap p ene d t o be in

flu en c ed t o a sk f o r ce rtain go o ds— in dee d o ft en th e cu s,

t o m er s th em sel ve s ar e en tir el y un c o n sc io us th at th ey
—
we r e infl u ence d by a dve rtisin g th ey h ave seen c h ecking
th e r etu rn s by an y o f th e me th o ds al re a dy de sc ribe d
become s impossibl e In gen eral publicity a dve rtis ements
.
3 66 HUMAN NA T UR E IN BU S IN ES S
 K EY IN G AND T ES T IN G AD V ER T I S IN G 3 67

a b oo kl e t m ay be o fl?ere d an d th e nu mbe r o f r equ e sts

,

r ece ive d f o r it m ay give so me f aint su gge stio n o f th e

p u l l in g p o we r o f t h e a d ve r t is emen t o r t h e p e r io di c al ;
b u t as th e a dve rtisement is in ten de d to sen d cu sto me r s
t o r etail st o re s an d a dve rtise rs o ften p ay l ittl e at ten tio n
,

t o f oll owin g u p th e s c atte rin g inqu ir ie s th ey do get th e ,

nu mber o f inqu iries f or a b o okl et o r n ovel ty is a very

p oo r in dic a t io n o f t h e v al u e o f th e a d ve r t isin g S o me .

entirel y diff e rent me th o d mu st be u se d .

Th e be st me th o d o f t e stin g gene ral pu bl ic ity is t o

c on du ct a c o m pl e te c amp aign in some on e o r m ore t own s
which h ave been sel ect e d as typ ic al A smal l city say .
,

o f fi fteen o r t wen ty th o u san d inh ab itan t s with a repre ,

sen ta tiv e p o p u l at io n m ay be ch o sen

,
Th e newsp ap er
.

a dve rtisin g r ate is l ow an d th e ex p e riments nee d n ot

c ost mu ch A newsp ap er c amp aign ru nnin g th rou gh

.

t en week s can o ften be c o n du c te d f o r as l ittl e as a

hu n dre d dol l ars Th e go o ds t o be a dvert ise d ar e pl a ce d
.

o n sal e e ith e r at so me on e s t o r e o r at all th e sto r e s o f

,

that kin d in th e t o wn A c om pl e te c amp a ign is c arrie d

.

o u t w ith th e newsp ap e rs c o u n t e r an d w in do w disp l ays

, , ,

str eet car c a r ds

-
an d b il l b o a r ds
,
wh ateve r m ay be re
-

qu ire d Ea ch de al e r m ay be su ppl ie d with su itabl e

.

r ec or d c ar ds-
an d th e a dve rtis in g m an m ay c al l e a ch
,

day o r e a ch week at th e st o r e s t o get th e r ep o rt s o f th e

cl e rks Th e system f or retail a dve rtisin g is ca rrie d ou t
.

in e a ch an d in a dditio n the c omments o f cl e rks o r even

,

th e c omments o f cu stomers wh o m ay be inte rviewe d w il l

s e rve in th e c ou r s e o f a f ew week s t o in dic at e p r e tty
, ,

cl e arl y wh at copy p u ll s an d wh at doe s n ot an d j u st h ow ,

wel l th e camp aign p ays .

This syst ematic te stin g ou t o f gene ral a dve rtising r e

qu ire s c on siderabl e time an d p atience an d Ame ric an ,

b u siness men as a ru l e l a ck b oth I f su ch te sts we re .

carrie d out, hun dreds of concerns th at h ave n ot been

3 68 HUMAN NA T UR E IN BU S IN ES S

g ene r a l a dve r t is e r s w o u l d fin d ou t h o w th ey c ou l d m ak e
i t p ay
“

T h ey h ave been disc ou rage d becau se th ey h ave

.

thr ow n in a ce rta in su m a t o n e t ime a n d l o st it T h ey .

did n o t kn o w h ow th ey l o st it b u t th ey c o n demn al l
,

a dve r t isin g bec a u se o f t h at s in gl e f a il u r e T os sin g in

.

m o re su ms with ou t kn owin g wh e th e r th ey will be re

tu rne d o r n o t w il l n o t h e l p m at te r s I t is be tte r n ot
.

t o a dve rtis e th an to go o n gamb l in g f o r u n t este d a dv er

,

tisin g is n o th in g b u t a gambl e .

Q u es t io ns on K e yin g and T es t in g A dv ert is em en t s

1 . H ow c an th e tremen dou s w aste in a dve rtisin g be

el iminate d ?
2 Wh a t k in d o f a dve rtisin g is m o st ce rta in an d h ow
.
,

c an its me th o ds be ap p l ie d t o o th e r k in ds ? De sc ribe in
de ta il th e p r oce ss o f te stin g direc t b y m a il a dve rtisin g
- -
.

3 H ow is m ail o rde r a dve r tisin g in p e riodic al s

.
-

t e st e d ?
4 Ex pl a in the diff e ren t ways o f k eyin g a dve rtise
.

ments an d il l us trate the w ay in wh ich th e rec ords ar e

,

k ept .

5 H ow is r e tail a dve rtisin g t e ste d ? Expl ain in

.

de tail the me th o d o f k ee pin g th e rec o r d an d an al yzin g ,

it f o r c o mp a riso n f ro m yea r to yea r .

6 H ow c an the same gene ral me th o ds be a dapte d to

.

t estin g gene ral a dve rtisin g an d wh at is th e imp ort ance

,

o f su ch t estin g ?
 P RI N T I N G

TH E inven tion of
nting h as ma de modern l ifep r i
wh at it is an d th e t e rms an d meth o ds u se d in th e art are
,

mu ch th e same th e wo rl d over The gene r al su bject .

divide s itsel f in to th ree div ision s : ( 1 ) c omp osition o r ,

typ e s e ttin g ; ( 2 ) p ap er an d p r esswo r k o r p rin tin g th e ,

typ e o n p ap e r by me an s o f a p rin tin g p r e ss an d ( 3 ) -

bin ding o r f ol din g s ewin g o r st it ch in g an d c asin g u p or

, , ,

c ove ring s o as to m ake a b ou n d b o ok o r p am phl et

,
.

C o m po s it io n Ordin ary typ e is set by h an d an d is

.
,

ma de o f me tal V e ry l arge typ e fo r p o st e rs c ar ds etc

.
, , .
,

is so me time s m a de o f w oo d Th e l in o typ e m a ch ine sets .

by th e t ou ch o f k eys ( l ik e typ ewr ite r keys ) wh at are -

call e d m atrices an d c asts an entire l ine o f typ e all on

, ,

on e s ol id b o dy Th e m on otyp e m a ch ine c asts l ine s m a de

.

up o f in dividu al typ e s su ch a s ar e u su all y b ou gh t at

th e f ou n drie s an d set by h an d .

Th e size s o f typ e are n ow u su all y me asu r e d by wh at

is c all e d th e po in t s y s t em 7 2 p oints t o th e inch
-
T yp e
, .

a six th o f an inch h igh w o u l d be 1 2 p o int a twe l fth -

o f a n inch h igh 6 p o int et c

,
Th e l e t te r m is squ are
-

,
.
,

a s b r oa d as it is h igh an d th e l e tt e r 11 is h al f a s b r o a d
,

a s it is h igh . T h es e size s with ou t l e tt e rs on th em are

u s e d as sp a ce s an d are c al l e d em qu a ds an d eu qu ads
,
- -
.

S trip s o f me tal be tween l ine s ar e c all e d l e a ds an d are ,

o st c omm onl y two p oin ts th ick Lea de d 8 p o in t .

-

th e re fo r e as h igh from b o ttom o f l ine t o b ottom o f

1 0 p oin t -
.

one st size s o f typ e ar e th e f ol l ow in g

SM 2 p o in t c o mm-
o n l y u s e d in new
,
s a
p p e r
370 HUMAN NA T UR E IN BU S IN ES S
cl assifie d adve rtisin g an d a ccepte d as th e stan dard size ,

f o r me asu rin g all adve rtisin g a l ine o f a dve rt isin g be in g ,

fi gu re d as an a gat e l ine .

N o np are il o r 6 p oin t th e c omm o n b o dy fa ce o f news

,
-

,
-

p a p e r r e a din g m a tt e r -
new s p a p e rs a l s o u s e 7 p o in t ;
-

B revie r o r 8 p oint th e c o mm on m agaz ine b o dy fa ce ;

,
-

,
-

Lon g p rime r o r 1 0 p o int th e c o mm o n b o dy face ; -

,
-

P ic a o r 1 2 p oin t is th e l argest c omm o n f a ce f o r b ook

,
-

typ e an d is u s e d as a stan dar d me asu r e o f w idth o f

,

c ol u mns an d p age s th e re be in g six p ic as to th e inch

, ,

s o th at a newsp ap e r c ol u mn two inch e s wi d e w ou l d be

sa id t o be twe l ve p ica s w ide an d a b o o k p a ge th ree an d ,

a h al f inch e s wide w ou l d be said to be twenty on e p icas -

wide .

Th e c omm on a dve rt isin g displ ay o r b l ack fa ce d typ es -

a re 1 8 p o in t 2 4 p o in t 3 6 p o in t 4 8 p o in t an d 7 2 p o int
-

,
-

,
-

,
-

,
-

wh ich are r e sp ec tivel y th ree twel fth s o f an inch on e -

th ird o f a n inch h al f an inch two th irds o f an inch

, ,
-

an d an inc h h igh N ame s are n ot in c o mm on u se f or

.

th e se l a rge r size s th o p e rsistin g in c o nnec tio n with th e

,

small e r s ize s .

B o dy t ype incl u de s the smal l e r siz e s u se d in th e b o dy

-

o f b o o ks o r a r ticl e s an d is u su al l y l igh t f a ce d
,
T h e re -
.

ar e tw o diEeren t v ar ie tie s o l d s t yl e ( a t ech n ical t e rm ,

-
 P RIN T IN G 37 1

p ri nte d j u st th e same as th e original typ e T hey are .

u se d wh en th e same typ e or en gravin gs m ay be p rin te d

seve ral time s as th ey ar e m or e c o nven ien t t o k ee p f or

,

p e r m a nen t u s e o r p o ssi b l e u s e T h e .t y p e i s d u s t e d w i th
g p
r a h it e a n d a n im p r e ss i o n o f th e f o r m m a d e i n w a x .

Th is wax m ol d is pl ace d in a b ath wh e re by me ans o f an

el ectric cu rrent a th in s h el l o f c o pp e r is dep osit e d al l
o ve r th e f ace . T his sh el l is then b a cke d u p with h ot
me tal to m ak e th e pl ate ab ou t a p ic a th ick . T his
p l a t e i s m o u n t e d o n w o o d m o u,n t e d o n m e t a l o,r i s

bevel e d to cl amp on pa t e nt b l o c ks or a pat ent b a s e .

P at ent bl o ck p l ate s are u se d wh en th er e a re m any

-

o f th em ,
as f o r a b o o k wh ich is t o be p r in t e d m o r e

e ach p rintin g be in g c al l e d an edit io n .

ar e mea su r e d an d ch ar ge d f o r by th e squ ar e

a stan dard sc al e u se d by all el ectro

ere o ty p es a r e p l at e s m a d e f ro m a m ol d o f

by ru nnin g mel te d metal into a me tal b ox

th e m ol d . I t is a ch e ap pl ate u se d chiefly
er w o rk .

en gravin gs o f any kin d o f which th e re are ,

et ies in c o mme r c ial u se z in c e t c h in gs fr om p en

,
.

dra win gs o r any s ol id m asse s o f bl ack an d wh it e

f o r ex ampl e r ep ro du ctio n o f p rin tin g o r typ e
,

an d h a l f t o n e s
-
g ,iv i n g th e e fi ec t o f a p h o t o

int e rme di at e t one s ( p ro du ce d by ph oto

a c opp er pl ate th rou gh a s c re en l ike m os
Th e finene ss o r c oarsene ss o f th e
es the k in d o f p ap e r on wh ich a
can be p rin t e d F or newsp ap er w ork
.

80 to 1 00 l ine s t o th e inch ( c all e d an 80

1 00 l ine scr een ) m ake s a c o ar se p ictu r e ; for sm o oth
-

c al en de re d b ook p ap e r cu ts m ade with 1 2 0 o r 1 30

-

e s creen m ay be u se d an d on en amel e d p ap ers cu ts

,

t o 2 00 l ine sc r een s m ay be u se d
-
.
3 72 HUMAN NA T UR E IN BU S IN ES S
P apers Le tt e r h ea ds are printe d on sp ec ial cal en
.
-

de re d p a p e rs call e d w ritin g p a p e rs which will tak e ink -

with ou t bl u rrin g T h ey c o me usu all y in sh ee ts 1 7 x 2 2

.

inch e s c all e d fo l io s iz e wh ich c u t in to qu art e rs m ake

, , , ,

st an da r d l e tt e r h ea ds 8 % -
x 11 inch es Fl at s t o c k is a .

s p ec ial c l a ss o f wr it in g p ap e r o f c o mm o n o r ch e ap e r
-

q u al ity whi l e b o n d is an oth e r sp ec ial qu al ity o f p ap e r

,

widel y u se d for a be tt er cl ass o f l ette r h ea ds B on d -

.

p p
a e r is m o r e o r l e ss t r an sp a r en t a n d i s a d a p t e d t,
o

p r in t in g o r w r it in g o n l y o n o n e s ide .

B o o k pa pers a re u se d f or all k in ds o f c ircu l ars an d

s ma l l ty p e p rin tin g an d a re in gene ral o f f ou r qu al it ies
-
, , ,

o r c ha rac t e rs — p r in t th e c h ea p e s,t w o o d l
p p p p
u a e r u se d -

f or newspa p e rs ; m a c hin e fin is h m a de p a rtl y o f ra gs , ,

wel l a da p te d t o p rin tin g o rdina ry typ e an d zinc e tchin g -

cu ts b u t n o t a da pte d to h al f tone s ; s u pe rca l en dere d or

,
-

S . S C a me diu m sm o oth sh ee t o n wh ich h al f tones

. .
,
-

m ay be u s e d a n d e n am e l o r c o a t e d st o ck th e su r face o f
, ,

which is fi l l e d with a p re p a ra t io n o f cl ay on which the ,

finest hal f tones may be p rinte d with be au tifu l resul ts

-
.

The c o mm one st siz es o f b o ok p a p e rs a re 2 4 x 3 6 o r 2 5 x 38 -

inch es ( a sta n da r d s ize ) 2 8 x 4 2 inch e s 32 x 44 , ,

an d th e do u bl e o f th e fi rs t s ize o r 3 8 x 50 inch es .

h as th ree to six diff e ren t th ic knesses in dica ted by ,

w eigh t o r p ou n ds to th e r eam We c ou n t 500 sh .

t o a r eam .

B ris t o l b o ard is a thi ck p ap er used for cards et

-
,

s ol d by th e 1 00 sh ee ts m o st c o mm on l y ,

Oth e r va rie tie s o f thick c ol o r e d p a p e r

a e s a n d a re u se d f or c o ve rs o n b oo kl e t s usu all y
p p r ,

s ame s iz e as b rist ol b o a rd o r 2 0 x 2 5 inch es

-
.

B in din g Wh en b obk s are su ppl ie d with el ab

.

s tiff c o ve rs th e w o rk is ca l l ed ha rd b in din g th e st iff ,

is c all e d a c a s e o r a c l o t h c a s e an d th e work ,

a sp ec ial b in d e ry Mo st .
 PRIN T IN G 37 3

or b in din g o f b ookl ets in p ap e r c overs The l arger an d .

fine r b o oks are s ew ed w ith th rea d ) whil e th e ,

b ookl e ts an d l ess exp en sive b o oks are w ire s t it c h ed ( th at -

is sewe d with wire )

,
Wh en b o oks are fin ish e d they are
.

t rim m e d o r cu t o n th e e dge s a n u mbe r o f b ooks at a ,

t ime t o a ce rt ain size wh ich mu st be given th e b in de r

, ,

in inch e s He w il l ask f or th e t rim m ed s iz e An

. .

e igh th o r qu a rte r o f an inch extra mu st be l e ft for

L ay o u t means a rou gh ske tch showin g h ow the print

in g is t o be arran ge d w ith th e size s o f e a ch p art etc
, ,
.

Fo r l ayou t o f a fu l l p age adve rt isement o f Ma rshall

-

Fiel d Co see p age 3 1 5 an d f or th e a dve rt isemen t s ee

.
, ,

p ga e 3 1 4 . T h e dr a wn l ine s in dic a t e th e m a r gin s o f th e

diff e ren t b o die s o f typ e th e dimen sio n s be in g in di cat e d

,

in inch es . S ol id p enc il l ine s in dic at e wh er e th e pic tu re s

o r c u ts wil l go A w avy l ine u n de r th e h e adin gs in th e
.

c o py will in dic at e bl a ck l e tte r o r displ ay typ e Th e .

siz e o f th e typ e de sir e d sh ou l d be mark e d at th e side o f

ea ch displ ay l ine or b o dy o f typ e

-
.

A du m m y is a l ittl e b o ok m ade o f bl ank p ap er sh ow

in g th e s ize an d if p o ssibl e th e k in d o f p ap e r for th e
,

main p art or b o dy an d th e kin d o f p ap e r f or th e c ove r

,
.

Ou tl ine s m ay be dra wn w ith a p encil to sh o w th e o u t

side e dge s o f th e typ e an d th e m a rgin s o r bl ank p a p e r

a rou n d th e typ e Th e b ottom an d ou tside m argins

.

sh o ul d al ways be gr e at e r th a n th e in side an d t op m ar

g in s . O n e a c h p g
a e o f th e du mmy may be w r itt en a
b rie f des crip tio n o f wh at is to go on that p age .

P rin c ipl es o f t ype s et t in g o r c o m po s it io n

-
Onl y .

tw o diff e r ent fa c e s o r k in ds o f typ e sh o u l d o r dinar il y

u s e d in a b ookl e t o r a dve rtis ement o n e k in d o f bl a ck ,

l e tte r in diff e r ent size s for th e displ ay l ine s an d on e ,

l igh t face d b o dy typ e in diff e r ent size s if nece ssary fo r

- -

, ,

th e r ea din g matte r -
An a dve rtisement with many dif
.
374 HUMAN NA T UR E IN B U S IN ES S
fer en t kin ds o f bl a ck typ e is an atro c ity it is — b ad
”
c omp osition Many orn aments an d a c on fu se d ap p ear
.

ance are al so b ad Th e displ ay l ines shou l d b e sh ort

.
- -

“ ”
an d in st an tl y r e a d I f p o ssibl e av o id
. c on den se d
,

typ e — typ e th at is t all an d th in m a de p u rp o sel y t o ,

“
c rowd m ore into a displ ay l ine -
F at
. o r r ou n d typ e

is m o re e as il y r e a d an d al ways t o be p r e fe rr e d T h e re .

sh o u l d be pl en ty o f bl a nk s p a ce a b o ve a n d bel ow dis

p l ay l
-
ine s a n,
d in t h e s u r r o u n din g m a r gi n s y et n o t,
a
—
w aste fu l am ou nt j u st en ou gh to make everything cl ear
an d s en s ibl e l o ok in g -
.

Meas u rin g a dv e rt isem ent s I t o ften fall s to the l ot

.

o f an a ssistan t t o mea su r e u p a dve rt isin g t o see th at it

is as ch a rge d for The en tire sp ace fil l e d is measu re d

.

as if it we re s et s ol id in a gat e l ine s incl u din g al l p ic tu r e

,

sp a ce an d b o r de rs T h er e are f ou rteen agate l ine s t o

.

th e inch f o u r inch e s to a qu art e r m a gaz ine p a ge

,
A .

newsp ap e r a dve rt isemen t ac ro ss two c ol u mns is c al l e d

“
dou bl e c ol u nm
-
an d a dou b l e w idth l ine is mea su r e d
-

as two l ine s Wh en a dve rtisemen ts are set by p rinte rs

.

th ey a r e me a su r e d by th e th ou san d ems T ak e th e total

.

nu mbe r o f l ines fro m t o p t o b otto m an d al so fin d th e ,

nu mbe r o f l ine sp aces o r em s fro m side to side Mul .

t ipl y th e se t o ge th e r tak in g th e next h igh e st th ou san ds

,

as th e am ou n t o f th e c o m p o sitio n wr itt en as so many ,

“ ”
M . Pic tu re s are c ou n te d as typ e u nl ess th ey fill
fu ll p age s .

Mea s u rin g prin t in g The ty pe se ttin g is measu re d by

.

th e th ou san d em s o f th e siz e o f typ e actu al l y u se d ( n ot

a s a gat e exce p t in th e c a se o f a dve rtisemen ts in m any

diff e r en t size s o f typ e ) by u se o f a typ e s c al e ma rk e d o ff

,
-

f o r each diff e r ent size o f typ e u p t o 1 2 p o in t D ispl ay

-
.

h e a ds are c ou n te d a s if set sol id with th e b o dy typ e -

.

P re s s w o rk r e fe r s t o th e imp re ssion on th e p rin tin g

p r e s s a
,
n d is c ou n t e d a s s o many th o u sa n d im p r e s s io n s
 P RIN T IN G 375

of each fo rm A form is a nu mbe r o f pa ge s l o cke d u p

.

t o geth e r in on e ch ase o r iro n f rame .F orms u su all y

h ave e ight s ixt een or th irty tw o p age s an d e a ch grou p
, ,
-

o f p age s o f th at n u mbe r ( wh at eve r nu mbe r c an be run

“ ”
o n th e p r e ss at o n e t ime ) is c all e d a f o rm . A b o ok
o f 1 96 p a ge s w o u l d h a ve six f orm s o f th irty tw o p a ge s -

e ach an d on e th ou san d c o mpl et e b ook s w ou l d be c ou nte d

,
“ ”
as 6 M impr e ssion s ( s ix t h ou sa n d im p r e ss io n s ) .

T he re is an extra ch arge on th e fir st th ou san d imp re s

“ ”
s io n s o f e a ch f o rm t o c ove r l o ck u p-

( l o ck in g th e

p a g e s u p i n t h e c h a s e w it h t h e c o rr ec t m a r g in s ) a n d t h e
”
m ake re ady -

,
th at is gettin g th e typ e t o p rint cl ear
,
“ ”
an d sh ar p al l o ve r by me an s o f p ap e r o ve rl ays an d
“ ”
u n de rl ays on th e cyl in de r o f th e p re ss Go rdo n
.

p r e s s e s a r e s m a l l p r e ss e s f o r c a r d s ,
l e t t e r h e a -
d s et c,
.
,

an d u su al l y t ake an y p rin t in g n ot o ve r 1 0 x 12 inch e s

”
La r ge r sh ee ts are p rint e d o n cyl in der p re sse s .

”
Gordon p re ss j ob s c ost ab ou t h al f as mu ch f or the
“ ”
p r e ss w o rk as cy l in d e r p r e s s j o b s .

Th e re is al so a ch arge f or cu ttin g or trimmin g the

p pa e r o n t h e p pa e r c u
-
tt e r ,
a n d o f c o u r s e a c h a r g e f o r

p r in t in g t h e c o ve r a n d f o r f o l d in g a n d b i n d in g In .

l ayin g ou t th e f o rm al l ow on e e igh th to o n e qu art e r o f

- -

“ ”
an inch extra p ap er f o r th e t rim .

P repa rin g C o py fo r P rint er an d Re a din g P ro o f

Copy for the p rinte r sh ou l d

be written onl y on on e
side o f th e p ap e r A s a ru l e it sh ou l d be typ ewritten
.
,

b u t cl e ar h an dwritin g is n ot objection abl e .

Wo rds o r ph rase s inten de d t o be set in ital ic s sh ou l d

be u n dersc ore d once in smal l c ap ital s twice an d in fu l l
, ,

cap it al s three time s wh il e a wavy l ine bel o w in di cate s

,

bl ack l e tt er
-
.

I f th e p ara gr aph s ar e n o t distinct th ey sh ou l d be

marke d by th e sign o f th e p aragraph an d th i sign
s
37 6 HUMAN NA T UR E IN BU S IN ES S
in th e mi ddl e wr itin g wil l c au se th e p rinte r
o f an y s ol id

t o mak e a p ara grap h at th at p oin t with ou t o th e r dir ec

tion . I f a p a r a gr ap h is n o t wan te d wh e re th e w ritin g
has been in den t e d f o r a p a ra gr aph draw a l ine t o c on ,

n ec t th e l ast w o rd o f th e p r ece din g with th e fi rst w o r d

“ ”
o f th e nex t an d at th e l e ft wr ite
,
No 1T I f a p e r io d .

is n o t d stinct draw a c ir cl e a rou n d it a small c ircl e

i ,
—
n ot o ve r a qu a rt e r o f an inch in di ame t e r .

S ee th a t th e sp ell in g p u nc tu a tion an d cap ital iz a tion

, ,

are exac tl y righ t I t c o sts a go od deal o f m oney t o

.

ch an ge th e s e t h in gs o n t he p ro o f I t is m u ch ch e ap e r .

t o e dit th e man u sc ript in a dvance .

On th e c o rne r o f th e man u sc ript t op o f first p age , ,

“
in dica te th e s iz e o f typ e in wh ich it is to be set a s 8 ,
” “ “ ”
p o i n t ,
I O p o in t -
e tc a,
n d w h e t.h e
,
r l ea d e d o r
“ ”
s olid I f p o ssibl e mark a t the en ds o f the h ea din g
.
,

lines th e styl e o r siz e o f typ e in wh ich th e h ea din gs are to

be set Al so ma rk th e width in inch e s o r p icas
. .

Ob se rve th a t w ords in c ap ital l e tte rs are h arde r t o

r ea d th an wh en s et in ca p ital s an d s m all l e t te rs or ,
“ ”
u pp e r a n d l o we r ca se I f h ea din gs are ma rk e d
. 11 .

”
an d l c . th ey will be set in u p p e r an d l owe r c ase
.
,

even if written on th e typ ewrite r in ca p ital s Wo rds .

t o go in al l c a pit al s can be c ir cl e d an d ma rke d c ap s .

or u n de rs c o r e d w ith th ree l ine s .

A bl ank p ap e r du mmy f ol ded u p an d cu t to th e siz e

, ,

with w ritin g t o in di cate th e l en gth o f th e p a ge s as well ,

as th e width p l ace s fo r th e p ic t u r e s etc

,
kin d o f p ap e r ,
.
,

t o be u se d f o r b o dy an d c ove r w ill al s o be a go od ,

a ddition .

Th e fi rst pr o o f c o me s b a ck in l on g s trips c all ed ,

”
g a ll ey p r o o fs
-
W h en. th e c o rr ec t io n s m a d e o n t h is

p r o o f h ave been in s e rt e d a be tt e r a n d ,
c l e a r e r p r oo f
“ ”
u su al l y is su ppl ie d c all e d a
p g p
,
e r o o f ( if th e
-
m a tt e r

is t o be m a de u p in to p age s ) I f this is c orrect each

.
,
 P RIN T IN G 3 77

p g
a e be m a rk e d in th e l owe r l e ft h an d c orner
sh o u l d -

0 K. with the name o f the p e rson signin g o r in itial s

.
, ,
.

P rin te rs u s e ce rtain abb r evia tion s sign s an d symb ol s , ,

in m ark in g p ro o f with wh ich the o r din ary p erson sh ou l d

be famil iar Th e ch ie f a re th e fol l owin g
.

c aps capital l ette rs al so in dicate d by three l ine s

.
, ,

bel o w .

11 .c u p p e r c ase
.
,
c ap ital l e tters ,
.

1 c l owe r c ase small l e tt e rs

. .
, ,
.

u . an d l c u p p e r an d l o we r ca se
. .
,
th e first l e tt er ,

a c ap ital an d th e r e st s m all l e tt e rs .

sm c a p s o r s c
.
( o r t.w o l ine s be l o w
.
) s m
. a l l c a p it a l s ,
.

i ta l ( n o t .be g i nn in g w ith c a p it a l ) o r u n d e r s c o r e d ,

o nce ital ic ,
.

rom ( n o t w ri.tt en w ith c a p it a l ) r o m a n th e o r d i na r y , ,

s tra igh t l e tt e rs a s o p p ose d t o ital ic ,

.

w f wrong font ( a face o r cu t o f typ e n ot l ike th e

. .
,

r e st ) .

ste t Latin f o r ,
l et it stan d W ords to r emain are .

u n de rs c o r e d w ith a do tte d l ine .

A l ine drawn do wn th rou gh a c ap ital l e tte r in dica t es it

is t o be m a de sm al l .

t r t ransp o se o r ch an ge th e o r de r
.
, ,
.

de l e k e l ce d i h m argin wh en a
4 ( ), t a ou t , p a n t e

l e tt e r or w ord is to be r emo ve d .

tu rn the l e tte r th e o th r s id
e e u p, p l ace d in th e

m argin wh en a l ette r is u pside down .

A sl op in g l ine is pl a ce d to the l e ft o f any l e tte r wo rd , ,

o r m a rk t h at is t o go in to th e t ex t b u t a me r e symb o l ,

o r dir ec tio n sh oul d n o t h ave an y l ine be side it .

Th e p e rio d h oweve r h as a c ir cl e ab ou t it wh il e a p os
, , ,

t ro ph e s qu o tatio n m ark s an d su p e rio r fi gu re s th at ar e

,
-

t o a pp ea r at th e u p p e r e dge o f th e l ine o f typ e are

written in th e top of an angl e ( V) o r V In fe rior fig .
3 78 HUMAN NA T UR E IN BU S IN ES S
e
u r s or s ig ns sp ec iall y in di cate d as goin g be l ow the l ine
of typ e are p l a ce d in an inve rt e d A .

means in se rt m ore sp ace .

em qu a d the ,
sp ace o f a squ a re o f th e typ e us ed .

means so mewha t l ess sp ace be tween words .

means cl ose u p sp ace .

Xa c ross means a b roken l ette r .

B racke ts at l e ft o r right top or bo ttom mean m ove

, ,
”
the ty p e u p to th e l ine o f the ma in line o f th e b rack e t .

Hyphens an d das h es are p l ace d be tween tw o sl op in g

l ine s . The l en gth o f a dash may be in dica ted by writ in g
u n de r it the l e t te r m ( mean in g a das h th e l ength o f a

sq ua re o f th e typ e ) o r 2 em o r 3 em ( the la tt er be in g the

,
- -

m ore c orrec t way o f w ri tin g the l e tte r ) .

a ca re t in dica tes w h e re so me th in g l e ft ou t is to be
A
ins e rte d .

l m eans to p us h do wn a q u a d o r s pace tha t sh o ws in

th e typ e .

“
Ou t see c opy
,
in dica tes an omissi on too gr ea t to
,

write in re fe rence be in g ma de to the o riginal co py

,

whe re the o m itt ed w o rds are b rack e ted .

a c u rved l ine ove r two l e tte rs in di ca tes th a t th ey

a re t o be p rin t ed as a d ip hth on g o r s in gl e c h a rac t e r .

S tra igh t l ine s at the s ide usu all y in dica te th a t typ e

sh ou l d be s tra igh tened u p o r th e ma rgin str a igh tened
, .

Qy o r w ri tten by th e p roo frea de r in dica t es th at

th ere may be an e rror an d th e a u thor sh oul d verify .
 PRIN T IN G 3 79

W amak er. C arso n. F iel d

lp
Wh o l e s al e
We m u st g o th e fire m e n
99 m a s s; t th eadv ertising
m en c al l
flay R ea
. d th e

V ERT I S I N G L E T T ERS . p a ge
2 3. s ec t io n on m as s my a .

Pl e a se p re pare a s e r e
thre e l e tte r and th e p rinte d
i
A
m a t te r to g o wit h t h e ta
t of
T h is w ill cou s
i an

b o o k l e t with c o ver to g o with

e tte r s h ee t of

o r tw o go o d
s e co

d a p ic tu re sh o win g o n
at ga l a n c e to g o w i th th e fin a l
f .

a
Ad
Fe a tu re th e w o rd th e nah nm V
A
p rin te d w ith di h o g n
fi i
.

’
T h is u ndc ar at $2 fo r a o
u nio n u it is p o s itiv e l y th e b e s t l r ~

k
v a l u e o b ta inab le as th e g ar
.

men t is ac tua l l y m o re tha n h l t i

s il k . M ak e a s tro ng app e al on
W
W
th is , and l e t u s se e if we c a
‘
ot
ea
rt w ith th e s e p e Op l z e

o n s o m e thn ig b e tter than ( 1

13! l
‘‘

h a v e b e en u sing.
380 HUMAN NA T UR E IN BU S IN ES S

Q u es t io ns on P rin t in g

1 . Wh at is Pr e ssw o rk ? Wh at tw o
c o mp osition ?
kin ds o f b in din g ?
2 Wh a t k in d o f typ e is u se d fo r o rdina ry job p r in t
.
-

in g ? Fo r p o ste r w o rk ? F o r newsp ap e r an d m a gaz ine

w o rk ? H ow a re l in o typ e m ach ine s o p e rate d wh at a re
’

th e m atrice s a n d h o w is th e typ e ca st ?
,
H ow ar e m on o
typ e mach ine s o p e r at e d ?
3 Ex pl a in th e p o in t sy st em o f mea su rin g typ e
.
-
.

4 Wh at a re l e a ds ?
.

5 Men tio n th e c omm one st size s o f typ e an d t el l wh at

.

each is ch iefly u se d fo r ? Wh at a re the a dve rt isin g dis

p l ay s iz e s o f ty p e ?
6 Wh at is b o dy typ e ?
. Ol d styl e ? Mode rn ? B ol d
- -

f ace ? Wh at a re th e rise rs ?
7 Wh at a re el ec t ro typ e s ?
. Expl a in h ow th ey are
ma de wha t th e shel l is th e back in g an d th e m ou nting
, , ,
.

Wh at are p a ten t bl o ck pl a te s ? H ow a re st ere otyp e

-

p l a t e s m a d e ? H ow a r e b o th o f t h e s e c h a r ge d ?
8 Wh at is an e ditio n o f a b o ok ?
.

9 Wh a t
. are cu ts ? Z inc e tch in gs ? H al f tone s ? -

H ow a re h al f tone s ma de ? I ll u strate by exam pl es if

-

,
”
p os s ib l e t h e,
d iE e r en c es in s c r een .

1 0 Wh at is cal en de re d p ap e r a n d wh at is it u se d for ?
.

I ll u strate ? What is fol io size an d h ow m any l e tte r ,

h ea ds w il l a sh eet m ak e ? D istin gu ish between flat sto ck

.

an d b on d p ap e r .

1 1 Wh at ar e b o ok p ap e rs ?
. H ow do th ey difi er fro m
-

writin g p ap e rs ? I l l u strate p rint m a chine fin ish su p er

-

,
-

c al en de re d an d c o ate d p ap e rs Wh at a re th e c o mm on
,
.

s ize s o f b o ok p ap e rs an d h ow m any p a ge s o f th is b oo k
-

w ou l d e a ch m ake ?
1 2 F o r wh a t is b rist ol b o ar d u se d ? Wh at are th e
.
-

c omm o n size s o f c ove r p ap e r ? -

 P RIN T IN G 381

I ll u strate th e diff e rence s be tween h ard b in din g

‘

13 .

an d p am phl e t w o rk Wh at is th e diff e rence be tween

.

wire stit ch in g an d s ewin g ? Wh at is meant by th e

-

t r imme d size o f a b oo k ?
1 4 I l l u strat e th e way in wh ich displ ay a dve rt ise
.

ments are l aid ou t .

1 5 S h o w h ow a du mmy is m ade u p for a b ookl e t

. .

1 6 Wh at a r e th e l e a din g p rinc ipl e s o f typ e c om p o

.
-

s ition ? I ll u st rate th e se by exa mpl es o f b oth go o d an d

b a d c om p o sitio n I l l u strate th e diff er ence be tween fat
.

an d c o n den se d typ e .

1 7 Wh at is th e b asis fo r me asu rin g a dve rtisements .

Make u p a typ e sc al e from a f o ot ru l e by w orkin g ou t

- -

th e p o int sy st em -
H ow is p r in tin g me asu r e d ? Me asu r e
.

th e typ e c o m p o sitio n on this p age with th e typ e s cal e

- -

y o u h ave m a d e .

1 8 Wh at tw o k in ds o f p r e ss w ork ar e th e r e an d f or
.
-

wh at is e a ch u se d ? H ow is a form m ade u p ? Wh at
a re im p r e ssion s ? H ow w ou l d an e dition o f c o p ie s
o f an o rdin a ry b o o k o f 19 6 p a ge s be m a de u p an d

h an dl e d in th e p r e ssro o m h ow m any f orm s w ou l d it,

mak e wh at size o f p ap er w ou l d be m o st ec on omic al an d

, ,

h ow m any imp r e ssion s w ou l d th e re be ? F o r wh at a r e

Go r don p r e sse s u se d ? Wh at o th e r ch ar ge s are m a de on a
p r in t in g j o b be s ide s c o m p o s it io n p p
a e r a n d
, p r e s,
s w o r k ? -

1 9 M ake a l ist o f th e r u l e s f or p r e p ar in g c opy fo r

.

th e p rinte r s tatin g th em ve ry b riefly an d nu mbe rin g

, ,

th em in o rde r .

2 0 Ex pl ain th e me an in g o r sign ific ance o f e a ch m ark

.

u s e d in th e m o del p r o o f .

A dv e rt is in g A s s ign m en t V I I

F irst l et u s t ake an y manu script th at m ight be printe d

,

as a b o okl e t an d p r e p ar e it f o r th e p r in t e r m akin g a ,

du mmy o f bl ank p ap e r in dic atin g th e be st typ e t o u se

, ,
382 HUMAN NA T UR E IN BU S IN ES S
si z e o f p age , p nu mbe
r o babl e
p a ger of
s ,
titl e p a ge , h e ad
-

l ine s et c
,
.

S ec on d l et u s tak e a pa ge in a m a gaz ine a p age in

, ,

th is b oo k an d a p a ge a dve r tis ement an d in dicat e on

, ,

e a ch th e diff e rent size s an d styl e s o f typ e use d an d ,

measu r e u p th e typ e c omp osition on e a ch-

.

T h ird l et u s p rep are an d l ay ou t a s e ries o f n ot l e ss

,

th an th ree a dve rtisemen ts f o r th e b u sine ss we h ave been

s tu dy in g ch iefly o n e a ma gaz ine p age
,
o n e a qu a rt e r
,

p ga e
,
a n d o n e a n inc h f o r new sp p
a e r u s e .

Ret a il A dv e rt is in g A s s ign m ent

F r om c once rns l ik e J ohn Wanamak e r in New York ,

th e Na tiona l Cl o ak a n d S u it Co o f New Y o rk o r Man del

.
,

B ros o f Chic ago we can ob ta in fal l o r sp rin g ca tal o gs o f

.
,

w omen s we a r an d w ith this tex t b o ok o n de pa rtmen t

’
,
-

sto re go o ds we c an p r e p ar e a r e ta il p a ge a dve rt isemen t ,

w ritin g th e c o py p la nn in g th e cu ts an d l ayin g ou t th e
, ,

a dve rtisemen t as wel l as pro p erl y pre parin g the whol e

,

f o r th e p rin te r .
 P RIN T IN G 383

Ca slo n Old Style

A Be a u tifu l Bo dy Typ e
10 p o in t

Pac k m y Bo x w it h Five Do z en Liq u o r Ju gs"

8 p o in t
Pac k m y B o x with Fiv e Do z en Liqu o r Jugs

Ca slo n Bo l d
14 p o in t

Pa c k m y Bo x w ith Fiv e Do z e n L
l Op o in t

Pac k m y Bo x w ith Fiv e Do z e n Liq u o r Ju gs

' ‘
I h is s en t e nc e is u se d b y t yp e d e s ig n ers b ec a u s e it c o n t a in s e v e ry
l et t e r of th e a l p h a b e t a n d s h o w s h o w th e y l o o k i n w o rd g ro u p s .
384 HUMAN NA T UR E IN BU S IN ES S

Ca s lo n Ita lic
10 po in t

Pa d my Box w ith Fiv e Doz en Liquor

ano in t
Pa ck my Box w ith Fiv e D oz en Liquor Jug:

Che lte nham

O n e o f th e m o s t p o p u la r m o d ern fa c e:
It ha s a sho u lde r th a t m a k e s 10 p t l o o k a b o u t as l ar g e a s fu ll-fac e d 8 p t.
.

12 p o in t

Pac k my Bo x with Five Do zen Liquo r J

ugs

10 p o in t

Pac k my 80 1: with Five Do zen Liq uor Jugs

Che lt en ha m B o l d
14 p o in t

Pa c k m y Bo x w ith Fiv e Do z e n Liq

2 4 p o in t

Pa c k m y Bo x with Fiv

Che lte n ham Bo l d Ita l ic

S p o la t
Pa c k m y Bo x w it h Five Do z e n Liq u o r Ju gs

1 4 p o in t

Pa c k m y Bo x w ith Five Do z e n Liq

 P RIN T IN G 385

Bo l d An tiq u e
A Go o d Adv e rtis e m e n t Typ e

6 p o in t
P a c k m y B o x w i t h F i v e D o z e n Li q u o r J u n

8 p o in t

P a c k m y B o x w i th Fi v e D o z e n Li q u o r J u g s

Cha rte r Oa k
18 p o in t

P a c k m y B o x w i th
30 p o in t

Je n s e n
Go o d C a p e : Lo w er-c as e a Littl e To o O rn a t e

8 p o in t
Pack m y Bo x w ith Fiv e Do zen Liquo r Jugs

12 p o in t

PACK MY BOX WIT H FIVE DOZEN

Ke n ilw o rth
A Light e r, S m a ll er Fac e Th a n Jen se n

8 p o in t
Pa c k my Bo x w ith Fiv e Do z e n Liq uo r Ju gs

18 p o in t

Pac k my Bo x w ith Five Dozen L

38 6 H UMA N NA T UR E IN BU S IN ESS

Bl a n c hard
A n A rtis t ic A dv e rtis e m e nt Fa c e In All S ize s

18 p o in t

Pa c k m y B o x w ith F
36 p o in t

Bl a n c ha rd Co n de n s e d
12 p o in t

Pac k my Box with Five Dozen Liquor Jugs

24 p o int

Pac k my Box with Fi

De vinn e
Go o d Fa c e . Bu t O ld Fa shio n e d

6 p o in t
Pe c k m y Bo x w it h Fi v e Do z en Liq uor Ju n

18 Do in t

Pa c k m y Bo x w it h Fiv e D

Tu do r
Pl a in er Th an O ld Eng l ish
10 p o in t

b ack my :8 0 : with f ive Dosen l iquor 3 1195

C M ? ox w
 PRI N T IN G 3 87

En gra v e rs Bo l d
Fo r Le tt e rh e a ds
6 p o in t

PA C K MY BO X WITH P I V E D O Z EN L I Q U O R

12 p o in t N o 2

X WIT H
.

PA C K MY B O

Fra nk l in Go thic
Ex c e ll e n t Fo r Ne w s p a p er H e ads
36 p o int

48 p o int

S q u a re Go thic
V e ry Pl a in
9 p o int

PA C K MY B O XWIT H FIV E DO Z EN

12 p o in t

Pa c k my B ox w ith F ive Do z e n
3 88 HUMAN NA T UR E IN BU S IN ES S

Co n de n s e d Go thic
Ligh t Fa c e d t o b e Use d O n ly in C as e o f A b so lut e
-

Ne c e s sity . B e c a u s e H a rd t o Re a d

12 p o in t

Pack my Box with Five Dozen Liquor l ugs

36 p o in t

Lin in g Old Style

6 p o in t
P a c k m y B o x w i th Fiv e D o z e n L iq u o r Ju g s

8 p o in t
Pa c k m y Bo x w ith Fiv e Do ze n Liq uo r Ju gs

Mo de rn
DO ii i t
'

Peck my Box with Five Doze n Liq u or Jugs

5 } p o in t
P ac k m y B o x w i t h F iv e Do z e n L i q u o r Ju g e

6 p o in t
P ac k m y B o x wi th Fi v e Do z e n Liq uo r Jugs

Ma c hi n e An ti q u e
8 p o int

Pa c k m y B o x with Five Do z e n L iq u o r Ju gs

10 po in t

Pac k m y B o x w it h Fiv e D o z en Liqu o r Ju gs

 PRIN T IN G 389

Z in c Etc h in g o f Ha n d Le tt e rin g b y Fre d Goudy

-
3 90 HUMAN NA T UR E IN BU S IN ES S

Z inc Etchin g o f Pe n Dra w in g

5% po in t— A g a t e . S m allest n e w spape r y
t pe a nd s t an dard fo r
m e asu ring a dve rt ise me nts .

—
6 po int No n parie l . Regu l ar b o dy type fo r c it y wspa pe rs
ne ,

l arge face .

7 po —
int Min i o n. Sec o nd s iz e fo r ne wspapers .

8 p nt
o i — B revier . St a ndard m agaz ine fac e ; s m a l l est face t h at
s ho u ld be u se d in c irc u l a rs , a nd s ho u ld b e l arge fac e d
at t hat .

o —
9 p int B rgeo i ouS ld m d s. e o u se .

1 0 p int—L ng P im
o o St nda d b r e r. a r oo k fac e .

1 1 po int—Sm l l Pic a Sec o n d b o k f

a . o ac e .

i —
1 2 po nt Pica La g t b k f ce
. r es oo a .

Fo r sam pl es o f 55 po int , se e wa nt adve rt is ing c o l u m ns o f sta nd

ard news pa pe rs .

Fo r l
s am p es o f6 and 7 po int , se e re ading c o l u m ns o f st andard

ne wspapers .

Fo r s am ples o f 8 po int , se e an
y st a ndar d m agaz ine .

Fo r s am pl e s o f 10 po int , see any st andard bo u nd b oo k ; m y

pa m ph l e t o n P a pe r , Print ing , a n d A dv e rt is ing is in 1 0
o int le a de d
p .

C o u nt 14 agat e l in es to t he inc h ; 7 w o rds to the n ewspape r

c o l u m n ( w idt h 13 pic a s) ; 8 wo rds m agaz ine co l um n
( w i dt h 1 5 pic a s) .

In rec k o n in g t he s p ac e g iv e n c o p , 2 2 w oy will oc c u py
rds rec k o n
t o t he s q u are in c h fo r 8 po in t so l id , 2 0 wo rds if l e a de d ;
19 wo rds to sq u a re inc h 1 0 po int so lid , 1 7 wo rds if le aded .

I n m e asu ring y
b y the e m s , in ge ne ral c o u nt 4 em s to a wo rd
t pe .

Le ads a re u su a l ly 2 po ints t hic k , so 8 po int le ade d will b e

as m any l ines a s 10 po int so l id , b u t mo re wo rds in a l ine .
 P ER S O N A L I T Y

PRA CTI CALLY al l bu sine ss mu st

p e r so n al s t rt a with
s al e sm an sh ip Th e m an at th e h e ad o f th e b u sine ss
.

mu st go to see p e opl e an d get th em t o c o op e rate with

h im in some f ashio n t o esta bl ish his bu s ine ss The pr o .

fession al m an th o h e can n ot ask any on e directl y t o

,

bec o me h is p atient o r cl ient w ou l dn t h ave any p atients ,

’

o r cl ien ts if h e did n o t fin d a w ay t o s ecu r e th e ir c c

o p e rat io n . Eve ry p e rso n wh o ge ts a job mu st go t o an

empl oye r an d exe rcise th e p owe r o f p ersonal ity t o im
p r e ss t h e p oss ib l e em p l oye r o r h e will neve r g e t st a r te d
in l if e.

T h e po w er o f perso n al ity is th e fou n dation o f s al es

m anship Mr J S Kn ox in h is b o ok on B usine ss
. . . .
,

Effi ciency s ays ,

I h ea rd Mr B ryan l ectu r e an d I s aid
,
.
, ,

"He has a m ost strikin g p e rso n al ity I a sk e d mysel f .

’

‘
th e qu e stio n Wh at is p e rs o n al ity ? A n d th e se th o u gh ts
’
,
‘
c ame in to my min d : He is kin d cou ra ge ou s dipl om atic , , ,

a ggr e ssive h o ne st en th u siast ic an d h e seem s t o p o sse ss

, , ,

an u nc o nqu e r abl e w il l I do n ot bel ieve th at a be tte r

’
.

defin itio n o f p e rs on al ity c ou l d be given n or c ou l d th e ,

m anne r o f statin g th e ca se be m ore cl ear cu t or com -

p r e h en sib l e .

He is k in d : All th e worl d is w on by a sy mp ath e tic

attitu de t oward o u r f el l ows an d th e p e rson wh o h asn t ,
’

a k in dl y an d sym p ath et ic m anne r w ill n o t win fo r in ,

m o de rn c omp etition we get bu sine ss al m ost excl u sivel y

by w inn ing it .
394 HUMAN NA T UR E IN B U S IN ES S
He is c o u ra ge o u s : No m an c an do anyth in g u nl ess
h e th inks h e can an d ab o ve al l in app e al in g t o o th e r
,

p pe o l e t h e l a c k o f c o nfi d ence m a ke s a b a d im p r e ss io n a t
th e ve ry s ta rt Wh y sh o u l d a n y on e bel ieve in wh at y o u
.

’
o if er wh en y ou do n t bel ieve y ou rs el f o r w h en y o u do n t
’
,

h ave th e c ou rage t o sh ow by y ou r figh tin g a ttitu de th at

y ou be l ieve ?
He is dipl o m at ic : F l ies are n ot c au ght with vine gar ,

b u t th ey a re c au gh t with m ol a sse s To o mu ch m ol asse s .

in b u sine ss is a b a d th in g b u t th e t ac tfu l a p p r o a ch f ree

, ,

f ro m al l th o rny exc re s cence s is ab sol u t el y nece ssary t o ,

th e m an wh o w an ts t o h an dl e p e o pl e w ith so me th in g
l ike e ase an d f r ee do m fro m ann o yance .

He is a ggr e s s iv e : The sal e sm an ab ove all can n ot be

a timid o r re tirin g p e rson In th is Ame ric an c omm on .

we al th h e mu st go a ft e r wh at h e wants an d go h ard .

Of c ou rse in go in g h ar d h e mu st stil l be dipl o matic

, ,
.

Bu t ene rgy a ggre ssivene ss are in di sp ens abl e qu al itie s

, ,

o f a su cce ss fu l sal e sman .

He is h o n e s t : In the ol d days th e re was a ru l e in l aw

“ ”
wh ich re ad Let th e bu yer beware
,
In th e se days ou r .

b u sine ss men h ave seen th at th e b ig p rofits c o me from

r e p e at o r de rs f ro m th o se wh o a r e p l e as e d beca u se th ey

h ave been tre at e d h one stl y M o re ove r n othin g wins l ike

.
,

s ince rity o f m anne r an d s ince rity o f manne r c o me s f rom

,

since r ity an d h one sty o f h e a rt Th e qu e stio n is n o

.

l on ge r a m o ral o n e b u t on e o f c o mm on sens e p sych ol ogy -

.

He is en t h u s ias t ic : Th e ch ron ic c on dit ion o f th e b u ye r

is a p athy in diff e r ence a c on ditio n o f u n awakene d fee l
, ,

in gs . Th e sal e sm a n mu st l ight th e fir es o f enthu siasm ,

a n d h e can do th is o n l y i f h e h as hi s o wn fire b u r n in g
“
b riskl y Th e b o ok sal e sm an wh o r em ark e d Al l I do is
.
-

,
”
t o go ar oun d an d enthu se em u p w as u nqu estion ab l y
’

“ ”
r igh t . H is u se o f en thu se m ay n ot h ave been c o rrec t ,

b u t th e idea back o f his sta temen t was u nqu e stionabl y

 P ER S ONALI T Y 395

right . H is chie f u se fu l ness was in arou sin g th e en

thu siasm o f h is in diff e r en t cu sto mer s Wh en th e ir en
.

thu siasm w a s u p th ey w ou l d b u y anyw ay .

He seems to p osse ss an u n c o nqu erab l e w il l : B u sine ss

is a stiif game a b attl e wh ich may o ft en ap p e ar dis
,

c ou r agin g . Th e o nl y th in g th at wil l c arry y ou th r ou gh

t o vic t o ry an d c arry y ou r cu sto me r th rou gh is you r
, ,

u nc o nqu e rab l e wil l I t is sa id th e En gl ish m an in b attl e

.

neve r kn o ws wh en h e is be at en No dou b t th e same.

’
qu al ity o f w il l h as m ade h im th e l e ade r o f th e w o rl d s
c ommerce Th e Ame ric an m ay su rp ass h im by th e ad
.

di tion o f m o r e in tel l igence an d bett e r meth o ds ; b u t h e

can n ot get al on g u nl e ss h e to o h as th e u nc onqu erabl e
, ,

Will that figh ts to th e finish .

C an th e p o we r o f p e rson al ity be devel op e d by cu l ti

va tio n ?

A ssu r e dl y it c an We c an see h o w by examin ing each

.

o f th e se el emen ts a l ittl e m o r e in de t ail .

K in dness wil l inevitabl y c ome t o th ose wh o r eal iz e

th at al l bu sine ss is s e rv ic e t o t h e c u st o m e r Until we .

have th e attitu de o f m in d wh ich r e su l ts fr om u n de rstan d

in g this an d set ou t in ou r s el l in g to s e rve the pu bl ic
, ,

th inkin g o f ou r w o rk as se rvice to o th e rs rath e r th an a

s e l fish grabb in g o f so me th in g we o u r sel ve s wan t we w ill ,

g a in n o s u cce ss W. h en we get t h e p o in t o f v iew th e ,

a ttitu de o f min d bec ome s n atu ral al most inevitabl e , .

Cou rage is m or e th e r e su l t o f kn owin g wh at we are

doin g th an an yt h in g el s e Th e m an wh o kn ows wh at
.

h e is t al kin g ab ou t u n de rstan ds h is goo ds th o rou gh l y

, ,

an d al s o h as p articu l arl y stu die d th e nee ds o f th e c u s

t o me r h e sets ou t t o se rve wil l so on l ose h is n atu ral

,

t imidity . We a re al l timid ab ou t th e u nkn own Th ose .

wh o ar e natu r al l y diifiden t will o ft en bl o sso m ou t in to

th e m o st su cce ss fu l s al e sm an wh en th ey h ave m ast e r e d
—
th e u n de rl y in g f a cto rs Wh en th ey r eal l y KN OW Wh at
3 96 HUMAN NA T UR E IN B U S IN ES S
th ey are tryin g t o do . may requ ir e l on ger for some
It
th an f o r o th e rs t o get in to a c on di tio n wh e r e th ey can
sh o w th e p r op e r c o u r a ge b u t it wil l c o me t o all in time
,
.

“
Be side s if we set ou r t ee th an d say t o o u rs el ve s
,
I ,
”
w il l ! ou r stren gth o f h e art wil l gr ow I t is th e thing .

o n wh ich all su cce ss in l if e is b u il t anyw ay an d we must ,

cu l tivat e it o r w e w il l en d t o tal f ail u res .

D ipl om a cy m ay be a h ard th in g f o r some p e opl e wh o

a re na tu r all y ve ry dir ec t an d b l u n t ; b u t dir ec tnes s

s o ftene d do wn a l ittl e an d r e st raine d is o ften t h e ve ry

fine st k in d o f dip l om acy Ce rtain it is th at dipl omacy

.

is some th in g th at c an be l ea rne d .

A ggre ssivene ss is p artl y a m atte r o f the ene rgy b orn

in u s b u t l ike c ou ra ge it is l a rgel y a m atte r al so o f
, , ,

kn owin g wh at we are ab ou t T h e r e is su ch a thin g as .

t o o m u ch a ggre ssivene ss Th e w o rl d is fu l l o f qu ie t
.

p pe o l e w h o l ike qu ie t manne rs a n d t,
h e q u ie t manne r e d -

p e r s o n s can o f t en s u ccee d amaz in g l y w i th t h e q u ie t man -

n ered c l ass o f c u st o me rs A n d in dee d all o f u s can

.
, ,

thr o w o ff ou r l az ine ss an d m ak e o u rse l ve s w o rk h a rd

we can devel o p th e r igh t k in d o f a ggr e ssivene ss an d ,

wh at we can t devel op we c an get al on g with ou t by

’

s e l ec tin g f o r ou r fi el d th e l e ss a ggr e ss ive p o rt ion s o f

th e p u bl ic .

H one sty su rel y is some th in g n o on e sh ou l d dou bt his

, ,

ab il ity t o m aste r .Yet it is n ot o n l y h one sty b u t th e

a p p e ar ance o f h o ne sty — a s im pl e since re ,
str aigh tf o r ,

wa rd m anne r o p en an d frank th at in its ve ry e ssence

, ,

p r o d u ce s c o nfi d ence i n o th e r s B u t . if w e s e e t h a t
h o ne sty r e al l y is b u sine ss c o m m o n s en s e w e c an make ,

deal in g f a irl y a p rinc ip l e o f bu siness a s we ll as a m o r al

p r inc ip l e,
a n d w h en w e l o o k a t a t h i n g f r o m t w o p o in t s

o f vi e w w e al ways get a st r on ge r h ol d o n it Few p e o pl e.

ar e in t ent ion all y dish one st b u t m any a re a l ittl e l oose

, ,

a l ittl e car el e ss an d in th at way th ey get th e re pu tation

,
 PER S ONALI TY 3 97

of bein g b ad p e opl e t o do bus ine ss with We ou gh t to .

m ake a s e riou s bu sine ss o f be ing s cru pu l ou sl y h one st .

F irst if we m ake a c on tract o r a greement we sh ou l d

,

f u l fil it ex a c tl y an d c ompl et el y in eve ry de ta il In ad .

ditio n t o th at if we m ake an a gr eemen t th at isn t qu it e

’
,

f air t o th e o th er f ell ow even if we h ave l e gal r ight on

,

o u r side w e ou gh t t o c o rrec t it t o th e p oin t o f be in g a

, ,

l ittl e gene rou s if nece ssary

,
I t is th e be st a dve rtisin g
.

we ar e l ikel y t o get an d o th ers do t o u s ve ry mu ch as

,

we do t o th em Any m an wh o give s se rvice wil l get

.

p a id s o o ne r o r l a t e r if t h e s e r v i ce is r igh t an d h e d o e s

n ot a c tu al l y ne gl ec t h is o wn in t e r e sts .

En th u siasm is c o n tagiou s j u st l ike th e me asl e s an d if

, ,

w e w ant o th e r p e opl e t o get enth u siastic o ve r ou r go o ds

o r o u r s e rvi ce s w e mu st fi rst be ch o ck fu l l o f th a t en
,
-

thu siasm o u rsel ve s No r sh ou l d w e be c on t ent w ith a

.

m il d enthu siasm We w an t a wh irl win d en thu siasm a

.
,

f eel in g th at sweep s u s on an d everyb o dy el se w ith u s .

No oth e r on e th in g w il l do so mu ch t o m ake u s good

s al e smen ,
su cce ssfu l s al e smen F irst it wil l carry u s
.

o ve r th e h ar d p r e p ar at o ry w o rk we ou rsel ve s mu s t do ,

it wil l m ake u s m aste r ou r go o ds an d ou r c u sto me rs an d

o u r sel ve s ; an d th en it w il l in fec t al l w ith wh om w e c om e

in c o nt a ct j u st s wee p in g th em oif th e ir f ee t
,
.

Unl ess a m an c an h one stl y be enth u siastic o ve r wh at

h e h a s t o sel l h e o u gh t n o t t o be in th at bu sine ss Eve ry
, .

bu sine ss sh ou l d h ave some m on op ol y so me su p eriority ,

o ve r eve ry o th e r b u sine ss in th at fiel d Wh en we f eel .

th at we ar e a c tu al l y at th e t o p we do n o t h ave t o ,

r e str a in o r m o dify o u r l an gu a ge we c an t al k in su p e r ,

l ativ es an d do so w ith r e al c o nvic tion Th e su p e rio rity .

o ve r all o th e rs m ay be sl igh t ; b u t wh ateve r is o u r

m on op ol y is wh at w e h ave t o sel l th at is th e th in g we ,

w ant t o c oncentr at e al l ou r f or ce on Any m an wh o .

can fin d th e su p re me me rit in wh a t h e is sel l in g can

398 HUMAN NA T UR E IN B U S IN ES S
easil y devel op en thu siasm I f y ou c an n o t r ou se en th u
.

siasm ,
ex am ine y ou rsel f an d see if y ou are n ot c on
v in c ed th a t s o meb o dy el se h as so me th in g a gr e at de al

bette r th an wh a t y ou are oif erin g Wh en y ou re al ize .

t ha t y ou a re ac tu al l y in th e sec o n d cl a ss it is ab ou t t ime
t o qu it an d l oo k f or a job wh e re y ou can h o ne stl y f eel

y ou a re s u pp l ie d w it h a t l ea s t a f ew s u p r eme me ri t s.

T he re m ay be many in fe rioritie s it w ou l d be im p ossibl e

,

t o be be st in al l r e sp ects ; b u t if w e h ave en ou gh f o r
t al kin g p o in ts we sh o u l d th row all o u r fo r ce on th o s e an d
-

in th at way devel o p th e c onviction an d th e enth usiasm

which wil l c arry u s to su cce ss .

Last o f all th e u nc onqu e rabl e will is e ss ential in

,

s al e smansh ip . Eve ryth in g in l if e is h ard b u t sal esman

,

ship is e sp ec iall y h a rd f o r it can be disa gr ee abl e an d

,

diffi cu l t in many diff e ren t ways a t t he same time . No

p e rs on eve r became a g oo d s a l e sm a n w h o h a d n o t a
p o we r f u l w il l th a t n o t o n l y c o u l d s u r m o u n t th e o b s t ac l e s

b u t b rin g th e cu stome r t o th e p o in t o f dec isio n in th e

cl osin g o f o rde rs In th e se days th e chie f w ork o f sal e s
.

men is t o cl ose orde rs since m o de rn a dve rtis in g is do ing

,

m ost o f th e m iss iona ry w ork With ou t th e will th at

.

c ompel s n o p erso n can be a su ccess in s ell in g ; b u t m ost o f

,

u s h ave w ill en o u gh if we th ink we h a ve . Wil l p owe r

-

is l a ten t in m ost o f u s . I t nee ds to be b ro u ght ou t .

S o me time s it is h idden un de r th e ru bb ish o f l az ine ss : in

su ch cas e s all w e h ave t o do is t o l ea rn t o l ik e t o w o rk

( a n d i t i s s o me th i n g all c hi l d r en o u g h t t o be c o m p e ll e d
t o l earn j ust as th ey l e arn th e ir l e tt e rs r ea di n g writ in g
, , ,

an d a rith me tic ) s o me time s it is sa pp e d by gr ou n dl e ss

fear : if we dig m or e dee pl y in to ou r su bject go in spit e ,

o f o u r timi dity t o see p e opl e t ill w e l e arn by ex p e rience

th at th ey w on t b it e u s b u t will l ist en p atiently t o m ost

’

th at w e h ave to say w e w ill soo n get o ve r th a t gro u n d

,

l e ss fear ; or it m ay be de str oye d b y th e feel in g th at ou r

 P ER S ONALI TY 3 99

bu sine ss is n ot qu ite h o ne st : in th at ca se we w ant t o

g et in t o a n h o ne st b u s ine s s w h i ch h as a f ew go o d p o in ts

o f m o n o p ol y th at will r o u s e o u r en th u s ias m an d w e w il l ,

fin d th at wil l p owe r w il l f ol l o w n atu rall y an d inevitabl y

-

in th e train o f enth u siasm .

T h e A dv an t a ges of H av in g Go o d Cl o t h es

Th e wr ite r is p e rson all y a cqu ain te d with th e sal e s

m an age r o f th e New Engl an d terr ito ry o f a n ation al
c o rp o ratio n He sta rt e d as a sto ck b oy in a wh ol e sal e
.
-

h ou se went f ro m B osto n t o New Yo rk an d at th e en d

, ,

o f five ye ar s w as l et o u t th r ou gh th e cl osin g o f th e New

Y o rk b ranch The h e ad o f the bu siness h ad t aken an

.

in te re st in h im an d t ol d h im o f a go od job as t r avel ing

s al e sm a n wi th th e c once rn w ith wh ich h e h as eve r s ince

been c o nnect e d an d h e go t it
,
.

“ ”
Now said th e man age r
, y o u wan t t o m a k e a,

su cce ss o f y o u r new job an d I am go in g t o t ell y ou h ow

,

t o do it . You h ave w orke d y ou r w ay u p from th e f arm

an d neve r in y ou r l if e h a d a decen t su it o f c l oth e s Go .

o ve r t o D u nn th e t ail o r a n d h a ve h im m ake y o u an
,

e ighty dol l ar su it an e igh ty dol l a r o ve r c o at an d th en

-

,
-

,
”
g e t f u rn ish in gs t o m a t c h .

Th at wou l d c ost two hu n dr e d doll ars an d I h aven t ,

’

”
fi fty doll ars in th e worl d .

“
I ll t el l h im t o give y ou c r e dit
’
.

Th e y ou n g m an h e sitat e d a l ittl e b u t t o ok th e a dvice ,

.

With h is ta il or ma de cl oth es in pl a ce o f h is b a ggy r ea dy

-

m ade s h e st arte d ou t on th e ro ad f eel in g l ike the b igge st

s al e sm a n o n th e p ayr ol l He go t all th e p oints h e c ou ld
. .

He knew he h a d t o get th e m oney as so on a s p ossibl e

with which to p ay f o r th ose cl oth e s an d h e was de te r ,

mi ne d t o su ccee d .

He was s ent t o do mission ary work in new te rrito ry

Wh ere th e firm didn t expect many orders With his
’
.
new su it an d h is new o ve rc oat an d his new min d an d
be arin g to c orre sp on d th e y ou n g m an to ok o r de rs wh ich
,

s h o we d a s e l l in g ex p en se o f o nl y 5 p er cen t s o h e n ot .
,

o n l y p aid fo r h im s el f as h e wen t an d m a de a p r o fit ,

b u t did th e m issio n ary w o rk with ou t an y c ost t o t h e

h ou se . I t w as a su rp riz e t o h im an d t o al l h is frien ds ,

b u t it w as th e tu rn in g p o in t in h is l ife
-
He n ow we ars .

thirty doll ar su its which l o ok as wel l a s h is e igh ty dol l ar

- -

su it did a t th e fi rst ; b u t it w as w o rt h t w o h u n dr e d

dol l a rs t o fin d o u t wh a t it me ans to be well dre st Of .

c ou rs e he h a d t o k ee p h is e igh ty dol l a r su it p re st all the

-

t ime an d h is sh o e s sh ine d an d h is l inen cl e an

, ,
Th e .

h abit o nce fo rme d h as stu ck to h im th rou gh l i fe M oral .

th e o u tside an d th e ins ide go t oge th e r Be su r e you r .

ou ts ide is right as wel l as y ou r in s id e fo r if o n e is ,

w r on g th e o th e r is b ou n d t o be which eve r way y ou ,

l o ok at it .

T h e A dv ant a ge of Ha v ing Go o d Mann ers

Mr . B u siness Effi ciency t el l s o f

K n ox , in his b o ok , ,

a y ou n g man wh o was h ighl y rec ommen de d fo r a p ositio n

as sal e sm a n w ith a ve ry h igh gra de c o nce rn -
He h ad .

en te rprise enthu s ia sm an d ap p arentl y al l o f the qu al i

, ,

fication s o f a go od s al e sm an Th e h e ad o f th e b usine ss
.

in v ite d him t o h is c l u b to l u nch an d tal k th e m atte r ove r .

Th e y ou n g m an tu ck e d h is n ap kin un de r h is ch in at e ,

r a th e r f as t an d fin ish e d l o n g be fo r e h is h os t an d fin al l y
, ,

t ipp e d h is ch air b a c k an d began t o p ick h is t ee th an d

th en t o cl e an h is fin ger n a il s w ith h is kn ife
-
.

“
Wh at sort o f imp r e ssion wou l d th at f el l o w m ak e on
on e o f my b ig c u sto me rs if h e sh ou l d be invite d o u t t o
”
l u nch with him ? B a d mann e rs we re h is on e de fec t ;
b u t o n e de fect is al ways en ou gh t o c o n demn an y man .

A ch ain is n o stron ge r th an its weak est l ink .

 P ER S ONALI TY 401

T h e A dv an t a ge of H a v in g a Go o d B re ath
‘

Th e b reath m ay seem a small thin g bu t it h as prob ,

abl y kill e d m ore bu sine ss than any on e o th er littl e thing .

F irst a fou l b reath is offen sive t o many p e opl e A

, .

dent ist simpl y will h ave n o cl ients if h e all ows h ims el f

t o h ave a b a d b r e ath . A s al e sman m ay kil l a go od
p r o s p ec t in th e s a me w ay by giv i n g h im a w h if f o f a b a d
b re ath .

B a d b reath is du e l a rgel y t o l ack o f exer c ise an d im

p pr o e r ea t in g
. M os t men g et en ou gh exe r c is e a p ar t o f
t h e time ; bu t wh en th ey c o me in fro m th e ro a d or h ave
a h ol iday th ey t ak e n one at al l an d a week o f th at is
,

en ou gh to give any p e rson a b a d b re ath B ad b reath is .

al so du e to a p o or diet a die t too rich or wh at m ight

, ,

s eem a go o d diet wh ich incl u de s s o me th in g th at do e sn t

’

a gree with th at p a rticu l ar p e rs o n Th e wh ol e su bjec t

.

o f h e al th is w ra pt u p in th is on e littl e qu e stion o f

b re ath .

Wh isky mak e s an oth e r f orm o f b ad b re ath Al c oh ol .

h a s m any e ff ects wh ich nee d n ot be tal k e d o f h e re ; b u t

it is a fa ct th at many men will n ot do b u sine ss with a
p e r so n w h o s me l l s o f w h isk y J u
. s t o n e w h iff i s en ou gh
f or th em : b u sine ss is all o ff F ormerl y it w as th ou gh t
.

th at f o r so c iab il ity a s al e sman mu st drink with h is c u s

t om ers . S cientific inve stigation h as sh own th at th e re
a r e f ar m o r e cu st o me r s wh o do n ot ca r e fo r th at k in d

o f so c iab il ity th an wh o do an d n ow t h e v ast m aj o rity

,

o f s al e smen on th e ro a d make it a sp ec ial p o int neve r

t o c all on a cu st omer with a b reath th at smell s o f al c oh ol

th o se wh o do n ot min d it are n ot r ep el l e d by a cl e a n
b re ath an d th os e wh o do mind it are s ave d from s ome
,

th in g th at disgu sts th em .

Lastl y we m ay men tion th e cigar et b re ath . Cigar

ets sm ok e d by y ou n g p e opl e ar e ve ry l ikel y t o sap th e
v ital ity an d l ack o f v itali ty sh ows itsel f am on g oth e r
, ,

ways by f oul b rea th S taine d fin ger tips al so su ggest

,
.
-

weakne ss t o m any p e opl e wh o view with su spicio n an y

,

p e rs o n t h ey su s p ec t o f be in g wea k wil l e d I t a l so is -
.

l ik el y to ca rry with it a n o nch al ant m anne r wh ich neve r ,

impre ss e s p e opl e w ith a s ens e o f re sp o ns ib il ity .

T his matt e r o f b r e ath is t ak en as an ill u stratio n o f

al l th e l it tl e p e rso n al we akne sse s an d de fec ts wh ich m ay

h in de r su cce ss N o th in g is so h idden so intimatel y p er

.
,

sonal th a t it doe s n o t c o me o u t on a sa l e sman

,
.

Q u est io n s o n P erso nal it y in S al e s m an sh ip

1 . De fine p e rso na l ity as an e ssen tial el ement in sal es

m anship .

2 . b riefly the val u e an d imp o rtance o f each o f

S t at e
the fol l o win g p e rsonal qu al itie s : K in dne ss c ou rage , ,

dipl o m a cy a ggre ssivene ss h onesty enthu siasm an d an

, , , ,

u nc o nq u e rab l e w il l .

3 Let us mak e a c ol d bl oo de d j ust anal ysis o f ou r

.
-
,

s el ve s as t o eac h o f th e s e p o in ts an d th en c o ns ide r j ust

,

h ow e a ch we akne ss o r l a c k c an be r eme di ed .

4 I ll u str a te th e a dv anta ge s o f wea rin g go o d cl o th es

. .

5 I ll u stra te the a dvanta ges o f cul tiva tin g goo d man

.

ne rs .

6 Wh at item s a re incl u de d u n de r th e gene ral h ea d

.

“
in g ,
Th e A dvan ta ge o f H av in g a Go o d B r e a th ?
7 Let us discuss in de ta il th e wh ol e p e rso nali ty o f
.

th e goo d sal e sman wh at qu al itie s are ab sol u t el y e ss en

,

t ial wh at qu al it ie s ar e go o d th in gs t o h ave an d wh at
, ,

qu al ities may p ossibl y be sl igh t e d u n til we c an draw ,

a f air p ictu r e o f th e su cce ssfu l sal esm an an d decide

wh eth e r each o f u s can beco me a sal e sman worthy o f th e
n ame .
 D I FFERENT K I N D S O F S A L ES MEN AN D
T H EI R D U T I ES

TH E easie st an d m ost general form o f s al e sm an ship

is th at in r e ta il s tore s S al e s p e rso n s o f th is k in d a re
.
-

l argel y women an d w omen are am on g th e m ost su c

,

c ess fu l .

1 . R et a il . Let u s s ee wh at it t ak es t o m ak e a go o d
r etail sal e s p e rson -
.

F irst su ch a p e rson mu st be ne atl y an d cl e anl y dre st

, ,

b u t neve r sh owil y S h owy dr e ss distra cts attentio n from

.

th e goo ds in w omen draws th e ga ze o f im p e rt inen t men

, ,

an d in all su gge sts vu l garity I t is strictl y p roh ibit e d

.

by the be st de p artmen t store s A t th e same t ime any .

u ntidine ss equ al l y a ttra c ts at t en tion a n d exc it e s dis

g us t in th e we ll d r e st c u st o me
-
rs .

S ec o n d r e tail s al e s p e rson s mu s t sh ow al e rt a ttention

,
-

even wh en we ary Even th e su gge stion o f in diffe rence

.

t o cu st o me rs drive s th em aw ay m o r e su r el y th an any
th in g el se .

T h e se m ay b e c all e d th e ne gative qu al itie s No on e .

n otices them an d in th emsel ve s th ey do n ot m ak e su c

,

ce ss b u t wh en th ey are l acking f ail u re is ce rtain

, , .

Th e great p ositive qu al ity in a r e t ail sal e sman is

kn owl e dge o f th e sto ck an d a cl e ar s impl e w ay o f ex ,

p l a in i n g a n d d e s c ri b in g it t o th e c u st o me r F ir s t t h e .
,

s al e s p e rso n mu s t kn o w j u st Wh e r e t o p u t h is h an d on
-

anythin g th at m ay be c all e d for Del ays in hu n t in g f or .

th in gs are al ways se riou sl y irrit atin g A n d th en in th e .

,

sec on d pl a ce th e cu st ome r w an t s ex p e rt a dvi ce an d l ooks

,

t o th e sal e sm an t o give it T h at is some th ing th at a

.

g r ea t m an y s al e s p e r so n s d o n o
-
t s eem t o u n de rs tan d a t
4 03
404 HUMAN NA T UR E IN BU S IN ES S
all . Mr Kn ox .
g ve s a l ittl e
nec do t e t o il l u strate it
i a .

A ce rtain sal e s p e rso n w a s sh owin g tw o p ieces o f cl oth

-

o n e at tw o d oll a rs a n d fi fty cent s a y ar d an d th e oth er

at f ou r d ol l a rs an d fi fty cen ts a y a r d
“
Wh at is th e .

”
diff e r ence be tween t h e s e ? aske d th e cu st o me r wh o was
“ ”
ex a min in g th em a ttent ivel y Tw o doll ars a yar d .
,
“
wa s th e u n in t ell igent an swe r Yes I kn o w th at I .
,
.

h ave stu die d e l emen tary a rith me tic Wh at I want t o .

k n ow is why y ou ch arge f ou r dol l ars an d fifty cen ts fo r

o n e wh en th e o th e r
,
wh ich l o oks al m ost th e same is, ,
” “
o nl y tw o doll ars an d fi fty cen ts I su pp ose becau se .

”
th e firm n ee ds th e m o ney w as th e al m o st imp e rtinen t ,

r e pl y I t h a d p r ob abl y n ot o ccu rr e d t o th at y ou n g l a dy
.

th a t sh e w as ex p ec te d t o kn o w j u st wh at th e diff e rence
was an d expl ain it to th e cu st ome r
,
In su ch a cas e th e .

cu stome r is e ith e r disgu ste d an d l e ave s t o visit an oth e r

sto re wh e r e m o r e in t e l l igen t cl e rks a r e em pl oye d o r bu ys ,

th e ch e ap e r p iece wh en a l ittl e kn owl e dge m ight h ave

,

e ff ecte d a sal e at ne arl y dou bl e th e l owe r p rice I t is .

n ot o nl y th e sal e s p e rs o n s du ty t o m ake a sal e b u t t o

’
-

mak e th e l arge st sal e p ossibl e c on sistent w ith goo d p ol icy .

Mr S hel don in h is sho rte r c ou rse on sal e sm an sh ip

.
, ,
“ ”
ill u strate s the diffe rence be tween the o rde r take r an d -

“
th e sal e sman A p atro n stepp e d in to a cl oth in g stor e
.
-

in T ol e do j u st be fo re cl o sin g time an d a ske d to see some

,
“ ”
sh irt s The o r de r tak e r
. withou t m akin g an y eff o rt
-

,
“
t o sh ow h is l ine a ske d bl u n tl y H o w mu ch do y ou w an t
, ,
”
t o p ay ? Th e p r o sp ec tive p atro n r e pl ie d t h at h e w as
n ot so mu ch c o nce rne d ab ou t th e p rice a s ab ou t th e
“
shirt A ft e r ask in g a f ew m o r e qu es tion s th e
. orde r

t ak e r was finall y in du ce d t o l ay on e s ampl e u p on th e

c ou nt e r Up on be in g aske d wh at p rice it w a s he an
.
,
“ ”
swered A doll ar ,
Wh en a ske d if th at was th e best
.

”
h e h a d h e r e p l ie d,
I t is th e be st I h ave f or a doll ar
,
.

A t l en gth p e rsu a de d th at th e p atro n m ight be in du ce d

,
 S ALESM EN AND T H EIR DU T I ES 405

to go a l ittl e h igh er h e tu rne d ab ou t hu mme d a tu ne

, , ,

sn apt a tattoo acc omp animent an d be gan an exten de d ,

b u t de te rmine d s ear ch f o r an oth e r sh irt Th e p atro n .

“
waite d an d waite d an d waite d F in all y th e orde r .

t ake r re tu rne d l aid an o th e r sh irt be fo r e th e p atr on

, ,

“
an d said ,
T his is a p r e tty go o d sh irt b u t it c ome s h al f ,
”
a doll ar h igh er Th e gen tl em an wh o r el a te d th is inci
.

den t state d th at at this p oint h e be gan t o w on de r if h e

“ ”
r e al l y l o o ke d t o be as h ar d u p a s th e o r de r t ak e r -

evidentl y th ou ght him t o be He f u rth er state d th at h is .

o nl y r ea so n f o r fin al l y p u r ch asin g th e sh irt w as th at

necessity dem an de d it an d th e o th e r sto re s in t own we r e

,

by that time cl ose d Ab sol u t el y n o eff ort w as ma de by

.

“ ”
th e o r de r t ake r
-
t o be o f fu rth er se rvice t o th e p atron ,

wh o had h e been p ro p e rl y se rve d in th e first in stance

, ,

wou l d p rob abl y h ave p u r ch ase d two sh irt s in ste ad o f

on e t o ge th e r with some c ol l ars tie s an d gl ove s a dde d
, , ,
,

f o r go od mea su re .

T h at is on e s ide Here Mr Shel don state s the p ossi

. .

b il ities
Contr a st this with the
n g l a dy in a Pittsbu rgh
y ou

s to r e wh o th r ou gh h er p e r son al eEo rts th r ou gh h er ,

frien ds an d th e ir frien ds bu il t u p a l arge cli entel e ,

w orth man y th ou san ds o f doll a rs to th e h ou se S h e did .

n ot w ait t o be t ol d b u t a ssu me d th e in itiativ e an d in

, ,

s t e a d o f giv in g th e l e ast f o r th e m oney sh e gave th e ,

m ost sh e c oul d r e gar dl e ss o f m oney

, .

“
S he l iste d all th e cu st ome rs who c al l e d u p on h er ,

with n ame a ddress an d t el eph one nu mber an d wh en

, , ,

p o s sib l e m a d e n o t e s as t o s tyl e a n d n a t u r e o f t h e goo ds

th ey b ou gh t .S h e k e pt in cl os e t ou ch with th e b u yer o f
h er de partment an d cl o sel y wat ch e d th e sp ecial s al e s o f
,

o th e r s t ore s .Wh eneve r a l e ade r w as intro du ce d or a

sp ec ial s al e s day ann oun ce d f o r th e de p artment
-
sh e ,

wou l d drop e ach o f h er cu stome rs a post c ard ann ou n c -

406 H UMAN NA T UR E IN BU S IN ES S

in g the sa l e ,
invitin g th em to
c ome e arl y an d callin g ,

th e ir a tten tio n to p articu l ar featu r e s an d val u e s H er .

m ost in timat e frien ds sh e w oul d cal l u p on th e ph one ’

an d tell th em o f ce rt a in a rtic l e s sh e bel ieved th ey w oul d

l ik e t o s ec u re .

“
Be in g n atu ral l y system at ic an d ca re ful she sel dom ,

ma de an e rror in h er sal e s sl ips ; by m akin g p e rsonal

-

frien ds o f h er cu stome rs sh e pu t th em u n de r o bligations

t o her wh ich in tu rn was r eflec te d in th e ir r el ati on s
,

with th e c re dit de partment H er accu racy in deta il .

p r even t e d e rr o rs in th e acc o u n t in g d iv is io n an d h er a l l ,

rou n d eflic ien t s e rvice p ro c u r e d fo r h er a p ositi o n

sh ortl y be fore my l a st visit t o th at s t or e S he ma de .

val u e s great an d re du ce d c osts S u p e rvisio n o f her .

wo rk was u nnece ssary be ca u se sh e was in te reste d in th e

,

bu siness an d by r e ason o f th at in te rest she receive d a

,

j u st sh are o f th e p rofi ts Th e r eas on m ost p e opl e do

.

n ot acc o m pl ish m ore is beca us e th ey do n ot attem m

”
m or e .

B e side that girl ge ttin g a y ear at the same

'

c ou n ter we re dou b tl e ss a n u mbe r o f oth e rs gettin g n o

, ,

m ore than s even o r e igh t dol l a rs a week p ossibl y l ess ,

.

T h ey had as good a ch ance as she in dee d p rec is el y th e , ,

same ch ance The diEe ren c e was en tirel y in the girl

. .

2 Wh o l e sa l e
. S ellin g to de al e rs is in many w ays
.

entirel y diffe rent f ro m o th e r forms o f sal e sman ship .

Th e r e t a il cl e rk as a ru l e is ex p ec t e d me rel y t o ta k e care
o f th os e wh o c o me t o th e s t o re in s ea r ch o f so me th in g .

M ode rn a dve rtisin g is dep en de d on t o b rin g th e c u s

t om ers t o th e s to r e Th e wh ol e sal e sa l esman mu st go
.

to his custo me rs an d so is c o mm onl y sp ok en o f as a

,

travelin g m an .

Th e l ife of th e travel in g m an is mus t a h ar d on e , as he

be away fro m h ome a go o d de al o f th e time an d so can
n ot enj oy do me stic ity ve ry m u ch ; h e h as t o be u p at all
 S ALES M EN AND T H EIR DU T I ES 407

time s of th e day an d n ight t o ca tch train s, an d h e m u st

l ive at h o t e l s an d eat wh at h e h app en s t o get se rve d t o

h im . Unl e ss h e is p hysic al l y stron g an d takes excel l ent

c are of h im sel f gu ardin g h is diet an d l e arnin g t o re gu
, ,

l ate h is l if e even wh en h e is on th e fly h e wil l b re ak ,

down an d h ave t o give u p th e w o rk F or th at r e aso n .

t ra vel in g men h ave been as a ru l e p re tty h ardy men

, , ,

an d n ot m any w o men h a ve ven tu r e d in t o a fiel d which r e

q u ire s so mu ch physical s tam in a th o n o dou b t women ,

c o u l d su ccee d as wel l as m any men an d some h ave ma de ,

r ema rk ab l e su cce ss es .

“ ”
A travel in g man c ove rs certain t erritory th at is , ,

a ce rtain l ist o f t o wn s in o n e o r m or e S t ate s T h e se a r e .

s e l ec t e d u su al l y bec au s e o f th e ir c o nvenience t o r ail r o a d

c o nnections S ometimes a travel in g man will sp en d on e

.

day t o s eve r al weeks in a sin gl e p l ac e an d a ga in h e wil l ,

mak e as many as s ix small to wn s in on e day Al l .

d e p en ds on h is l ine o f b u sine ss Gro ce ry sal e smen w ill

.
-

c al l on th e ir trade eve ry week o r at any rat e o nce a ,

m onth Fu rn itu re sal e smen will p rob abl y call on m ost

.
-

o f th e ir t ra de on l y o nce a se aso n th a t is tw ice a yea r ,

.

“ ”
Toy sal e smen will c all b u t o nce a ye ar
-
R ou tin g .

th e sa l e sm an is an imp o rt ant m att e r bec au se th e t own s ,

h e v isits mu st be p r o p o rtio ne d in size t o his sal ary an d ,

mu st be l in k ed u p so th at h e c an m ake m oney fo r th e
firm al l al ong th e rou t e In the mer c an til e a gency b o oks
.

su ch as Du n s o r B r a ds tr ee t s th e r e wil l be f ou n d th e
’ ’

n ame s of al l deal e rs arran ge d by t owns with a key t o ,

th eir bu sine ss an d th e ir c apital r at in g su ffic ient t o sh o w

h ow l arge th ey are B e for e a sal e sm an go es t o th em
.

th e c re dit man wan ts t o be su r e th ey will p ay th e ir b ill s

-
.

S o it is p ossibl e t o mak e a c o mpl e t e l ist o f all th e goo d

p r o sp ec t s in a given t e r r it o r y an d get in
,
f o rm a t io n a b o u t
each th at wil l give th e sal esman a cl u e to wh at he wil l
fin d wh en he c all s .
408 H UMAN NA T UR E IN BU S IN ES S

De al e rs are visite d by two kin ds o f travel in g men ,

sal e smen f ro m j obbe rs an d s al e smen f ro m m an u fac

tu rers Th e j obbe rs t ry to sell a deal e r eve ryth in g h e

.

w an ts b u t n o t any p a rticu l a r l ine o f go o ds as a rul e

,
.

T heir first object is t o se rve th e de al e r in the way h e

w ants to be se rve d givin g h im wh at h e asks for re gard ,

l e ss o f anyth in g el s e T h e se s al e smen are real l y sel l ing

.

th e s e rv ice o f th e ir h o u se in th e m atte r o f ga th erin g an d

sh ip p in g th e p ro p e r goo ds f o r a r e tail de al e r .

Th e sal e smen o f m an u fa c tu r e rs are o n th e o the r h an d , ,

c oncentratin g th e ir a ttentio n on p u sh in g o n e p articu l ar

b ran d or styl e o f go ods as a ru l e as u n de rwea r fu rn i , ,

tu r e sp ortin g go o ds etc
,
T h e se m ay h ave a high cl ass
-

,
.
-

l ine o r a l ow p r ice d l ine o r a l ine w ith s ome p ec u l iarity

,
-

o r s p ec ial ty Not al l deal e rs will be p ossibl e cu stome rs

. .

S o me time s th e sal e sma n wan ts t o get me rel y th e o n e be st

de al e r in a t own an d give h im th e excl u sive righ t t o
h an dl e th a t l ine A ga in h e will try t o sell eve ry deal e r
.

in town .

First o f al l th e travel in g man t ries to mak e frien ds

,

with th e deal e r Often th is frien dsh ip bec ome s s o cl os e

.

th at l arge n u mbe rs o f deal e rs will go with a ce rta in

s al e sm an if h e c o nnec ts h ims e l f w ith an o th e r h ou se .

Th e p e rso n al ity o f th e sal e sm an do m inate s th e qu al ity

o f th e go o ds B u t as b u sine ss h as bec o me m or e th o r
.

o u ghl y o rgan ize d on a s c ien t ific b asis de al e rs k n o w wh at ,

th ey are b u yin g an d p ay l e ss a tten tio n t o p ersonal ity

,

th an to me rit Oth e r th in gs be in g equ al h oweve r th ey

.
, ,

will al ways b u y go ods fro m th e m an th ey l ik e be st .

Wh en a tr avel in g man go e s o ve r a te rritory he ge ts ,

“
a ce rtain l ist o f frien ds wh ich bec ome h is old cu s
”
t ome rs h is st an dbys
, M any sal e smen are c ontent with .

th at an d do n ot r each ou t t o a dd t o th e ir l ist Th ey say .

th ey h aven t time I t is ea sie r t o h it th e h igh sp o ts an d

’
.

g e t th e c r eam o f th e b u sine s s l e t t in g th e p oo r e r b us ines s

,
 S ALES M EN AND T H EIR DU T I ES 409

go . B u t th e m ost su ccessfu l c once rn s m ak e sal e smen go

o ve r th e ir t e rrit o ry with a fin e t o o th e d c o mb to get eve ry
-

ib l e c me I l l y c h fi f i
’

p o ss u s t o r. t u su a os ts t e p r o ts o s x

m onths or a year to a dd a n ew cu stome r b u t if th at

cu stomer wil l go on bu yin g for ye ars t o c ome th e l ate r ,

p r o fi t w il l ma k e i t we ll w o rt h w hi l e t o s ac ri fice a g re a t
de al t o get him starte d .

Th e de al e r is n ot inte re ste d in th e ab sol u t e me rits o f

g o o d s,
b u t i n th e ir p o we r t o s e l l . Th e be st a r t icl e o n

e arth m ay r emain on h is sh el ve s for years if p e opl e do

n o t kn o w ab o u t it an d c ome t o a sk f o r it S ome go o ds
.

f ail t o s ell as exp ec te d even in th e be st st or e s an d th e ,

wise deal ers pu sh th em off at b argain p rice s t o get rid

o f th em an d m ak e r o o m f o r m or e sal abl e me r ch an dis e .

S u ch goods as cl oth in g a re s e a son abl e an d winter cl oth ,

in g c an n ot p o ssibl y be s ol d wh en sp rin g c ome s wh il e ,

th e next w in te r th e styl e s m ay h ave ch an ge d an d n ob ody

w ants th e go o ds on th at a cc ou nt T h e re a re stapl e l ines
.

which ch an ge l ittl e f rom ye ar t o ye ar b u t u su all y the ,

c omp etitio n on th em is cl ose an d th e p ro fit smal l Money .

is ma de on th e fre sh an d ch an ge abl e go ods wh ich at th e ,

same t ime a r e m or e r isky t o c arry .

Oft en go o ds do n ot s el l bec au se th e re tail e r do e s n o t

k n ow h ow t o s el l th em Th e sal e sman mu st th en bec ome
.

his t e ach e r an d give him l e sson s o f a ve ry s p ec ific kin d

,

in gettin g rid o f th e goo ds which h e is t rying t o in du ce

h im t o b u y .

Th e tr a vel in g m an m ay r eceive e ith e r a sal ary or a

c ommission , o r b oth , an d u su all y his exp ense s are p aid .

“ ”
Th e se are all fi gu re d on the b asis o f th e c ost t o sell - -

wh ich th e goo ds c an be ar Th at m ay be 5 per cent o r it

. .

may be 10 p er cent , o r in th e c as e o f j obbe rs onl y 2

. or

3 p er cent ; b u t obviou sl y if th e s al e sman is t o

. be
c ou n te d a su ccess h e mu st s ell en ou gh goo ds in a given

time an d a given territo ry t o sh ow a p r o fit to h is em

41 0 HUMAN NA T UR E IN BU S IN ES S

p l oye r ,
an d h is exp en ses mu st be c ou nte d w ith his sal ary
“
o r c o mmis sio n a s a p a r t o f t h e c o s t t o s
-
e l
-
l S o
.
,

wh e the r a sal ary o r a c omm ission is p aid it c ome s b a ck ,

p r a c t ic a ll y t o a p e r cen ta g e b a s is. Th e man w h o can n o t

g e t w it h i n t h e
“
c o st t o
- —
s e ll
”
p e r cen t a g e w ill soo n be
with ou t a p o sition .

In wh ol e sal e sel l in g the bu siness for the m ost p art

al rea dy exists s omeb o dy h as it an d it is a matter for
, ,

th e sal e sm an an d th e firm to j oin f or ce s t o get it away

fro m th e o th e r fe l l o w . In forme r times thi s was don e
,
“
in p a rt by kn o ck in g c o mp e titors In m o de rn b u si
.

“ ”
n e ss it h as c o me t o be an ax io m th a t kn o ckin g is
a l ways and u n de r all c ircu ms tances b ad b usine ss Un der .

s eve r e p rov o c a t io n s o me b us ine ss c o nce rns will a tt ack

c omp e tito rs Op enl y an d many do it on the qu iet ; b u t

,

th e m o st ca re fu l o b se rve rs bel ieve th at it s el dom ge ts

th e b u sine ss fo r th e man wh o m ak e s th e a ttac k .P e opl e
do n ot as a ru l e b u y beca use so me th in g el se is b ad b u t
, , ,

bec aus e they see the merits o f th e th in g th at is off e re d

“
t o th em . T hey are susp icious o f th e man who knocks .
’

A sen se o f f a irne ss m ake s th em revol t At the s ame .

time u n im p ass io ne d c o m p a riso n o f on e a rt icl e with an

o th e r is p rec is el y th e th in g th at a de al e r a pp r ec ia t es ,

becau se in his own m in d h e m ust decide be tween th is

a rt icl e an d th at : W il l it give s atis fac tion t o h is cu s ~
 S ALES M EN AND T H EIR DU T I ES 41 1

go o ds t o p l ay up He mu st even kn ow wh at th e o th e r
.

sal e smen a re sayin g so as t o o ff se t th e ir argu ments even

wi th ou t makin g th e sl ight e st di r ec t r e fe rence t o th em .

I t is b usiness finess e ca rrie d to th e h igh e st p oint o f

p e r f ec t io n .

3 S pec ia l t y
. .Th e sp ec ial ty sal e sman h as on e thin g
-

an d devo tes h im sel f excl u sive l y t o s el l in g th at wh e th e r ,

it is a gas l igh te r wh ich h e s el l s fr o m h ou se to h ou se at

-

fifty cents e ach or a typewriter which h e sel l s for $100

, ,

o r an a u to m o b il e wh ic h h e sell s f o r He s el l s
direc t to th e c on su me r u su al l y m ake s b u t on e s al e an d
, ,

s o h e s el do m h as a l ist o f c u st o me r s t o wh ich h e can go

a gain an d a gain for o rde rs S u ch a rticl e s mu st h ave

.

l arge m a rgins o f p rofi t anywh e r e f ro m 50 t o 90

,

p e r cen t. a,
n d th e c o s t t o s e l l i s th e gr ea t e r p a r t o f th e

exp en se o f ge ttin g th at articl e t o th e cu stomer For .

ex ampl e it is said th at a hu n dre d doll ar typ ewriter

,
-

c osts p e rh aps fi ft een t o e ight een dol l ars to manu fa ctu r e ,

b u t fi fty t o s eventy doll ars t o s el l . I t is in su ch ca se s

th at th e sal e sm a nsh ip bec ome s m ost h ighl y sp ec ial ize d .

Re ta il sal esmen mer el y take c ar e o f th ose wh o come

t o the sto r e f o r th e defin it e p u rp o se o f b u yin g so me
th in g . Wh ol e sal e s al e smen go t o de al e rs wh o mu st h ave
g o o d s t o r e s e ll s,
o t h a t i t is o n l y a m a tt e r o f w h e th e r

th ey b u y f r o m th is s al e sm a n o r f ro m a c o mp e titor .

S p ecial ty sal e smen go to p e o pl e wh o do n ot p articul arl y

-

wan t th e a rticl e o r desire it onl y very f aintl y an d they

, ,

mu st w aken de sir e n ot onl y f or th e ir own articl e b u t

even for anyth in g at al l in th at l ine F ann in g u p .

de sir e an d m ak in g p e opl e wa nt wh at th ey neve r be for e

th o u ght o f w antin g is th eir fir st an d b igge st du ty .

S o me p e opl e th ink that it is an imp e rtinence to try

t o influ ence p e o pl e t o b u y wh at th ey do n t w ant I t is
’
.

a crime t o m ake th em b u y wh at th e ir best int ere sts do

n ot r equ ir e ; b u t y ou mu st face th e fact th at th e maj ority
412 HUMAN NA T UR E IN B U S IN ES S
of e
p p o l e d o n o t k n o w wh a t th e ir be st in t e r e st s r equ ir e ,

an d o f c ou r s e th ey do n t want wh at th ey do n ot kn ow
’
, ,

ab ou t Th e N ation al Cash Re giste r Co says to its s al e s

. .

men ,
Yo u m u st n ot p ro cee d on the th e o ry th at st ore
k ee p ers u su al l y kn ow wh at th e ir be st in ter e sts are T h ey .

do n t No m an al ways do e s Th e maj ority o f men are

’
. .

g o in g c o n t r a ry t o t h e ir be s t in t e r e st eve r y d a y T h ey .

s eem t o be al m o st w il fu ll y bl in d t o th e th in gs th at woul d
”
h el p them an d m ak e th em be tte r o ff .

For exampl e th e B u rrou gh s A ddin g Mach ine Co

,
-
.

f oun d th at r e ta il sto re s s eeme d t o nee d ve ry f ew a ddin g

mach ine s T h ey said th ey h ad n o t time t o k ee p el ab orate
.

acc oun ts or c ost rec ords Yet it w ou l d be extremel y val u

-
.

abl e to the m if th ey c ou l d kn o w th e exact c o sts o f eve ry

de p a rtmen t an d eve ry l ine o f go o ds becau se th en they ,

c ou l d el iminate th os e which we r e l osin g m oney for th em ,

an d inc rea s e th e ir b u sine ss on th o s e w h ich we r e makin g

th em a h an dso me p ro fit . The B u rrou gh s p e opl e dec ide d

th at if th e st orek ee p e rs h ad a ddin g m a ch ine s th ey c oul d
-

c ompil e those ve ry nece ssary fi gu re s ch e apl y en ou gh so

th ey c oul d a ff o r d t o h ave th em .S o th ey went ou t t o
e du cat e re ta il deal e rs t o th e idea th at they nee de d to
kn ow m ore c ompl etel y th eir c osts an d margin s an d th at ,

th o by th e ol d me th o d th ey c ou l d n ot aff o r d t o c om pil e
su ch fi gu r e s by u se o f an a ddin g mach ine th ey c ou l d d o
,
-

it ch ea pl y en ou gh to mak e it h ighl y p r o fitabl e Many .

a m an sh o ok h is h e a d an d said he knew h is own bu sine ss ;

hu n dre ds o f o the rs l istene d we r e c onvince d an d m a de
, ,

m oney by the exp eriment Th e sp ec ial ty sal e sman is a

.
-

m issionary to b rin g new ide as t o p e opl e who h ave never

th ou ght o f th em be fo r e .
 S ALES M EN AND T H EIR DU T I ES 41 3

Q u es t io ns on the D u t ies of D ifferent K in ds of

S al e s m en

1 .What is th e easie st kind o f s al e sman ship ? Il lu s

t ra t e th e qu al itie s o f a go o d r etail s al esm an an d sh ow ,

h ow a l a rge b us ine ss m ay be bu il t u p even with th e

l imit e d op p ortu n itie s offe re d .

2 Wh at is th e travel in g man ? De scrib e his l ife

. .

“ ”
Wh at do e s it mean t o c ove r t e rritory ? Wh at is th e
diff e r ence be tween s al e smen from j obbe rs an d s al e smen
f ro m m anu fa ctu rers ? Il l u strate th e different kin ds o f
s el l in g t al k each m ight u se
-
Wh at is th e me anin g o f
.

“ ”
c ost to sel l an d h ow is th e sal ary or c ommission base d
- -

on t h at ?
3 In what way is c omp e tition h an dl e d by s al e smen
.

t o de al e rs ? Why is it important to know al l ab out it ?

What is done wh en it is known ?
4 Give ex a mpl e s o f sp ecial ty sal e smen
. Describe
-
.

t h e ir meth o d o f w o rk H ow do th e ir sel l in g tal ks c om

.
-

p a r e with t h o s e o f wh ol e s al e s al e smen ? T o wh a t ex t en t
is it j ust t o c o n sider th em n u isance s ? H ow might the ir
w ork be re garded as de sirabl e e du cation ?
 MO DERN S ALES O RGAN I Z A T I O N “

I N th e ol d e m an was sim pl y tu rne d ou t

days th e sal s

an d t ol d t o get th e b us ine ss if h e c oul d ; an d if h e

c ou l dn t he was dis ch arge d an d some on e el s e sent ou t

’
.

S ome men ma de rema rkabl e su cce sse s an d th e firm th a t ,

g o t t h e m o st su cce s s f u l men c o mman de d t h e fi e l d B u t .

an othe r firm c ou l d c ome al o n g with m or e m oney an d hire

away th e se s al esmen so as to pu t the first firm nea rl y
o u t o f b u s ine ss T his me tho d of doin g b u siness l ed to
.

th e idea th a t sal e smen a re b o rn n o t ma de S u ccess w as , .

th en ve ry l a rgel y a ma tte r o f th e n atu ral ap titu de o f th e

s al es man To day natu ral ap titu de is val u e d as mu ch
.
-

as eve r b u t it is o r gan ize d an d tra ine d

,
.

Th e Sal es -
Man ager
A mana ge r m u st be a su cce ssful sal e sm an him
s al es -

s el f . The o nl y re al l y su cce ssf ul way o f givin g p e rs onal

in stru ction in sa l e smansh ip is to go ou t an d sh o w th e
n ovi ce j ust h ow it is do ne fro m gain in g attention t o ,

cl osin g th e sal e A su b sc riptio n b ook h ou s e once em

.
-

p l oye d as s a l e s man a g e r su
-
c h a p e r s o n He c o u l d g o .

o u t at any t ime an d t ake an o r de r f o r a twen ty dol l a r set -

o f b oo ks in side o f an h o u r Of c ou rs e h e knew in a d
.

v ance as eve ry go o d sal e sm an sh ou l d wh e re h e c oul d

, ,

g e t th e o r de r a n d j u st h o w t o g o a f t e r it He wou l d .

“
g i ve h is s a m p l e s t o t h e s tu den t s al e sm a n s ay in g J u st , ,
”
c arry th ese for me T h en h e w ou l d wal k in with his
.

fine cl o th e s an d stu nnin g m anne r an d say “

Mr J ones , .
,

S c ien t ifi c S al e s Ma n a ge m e n t
“
R ea d H o y t
' ’
s .

41 4
 M OD ERN S ALES OR GANIZA T I ON 41 5

Con gr e ssm an B u rt on h as re se rve d a set o f th e Me ssage s

o f th e P res iden ts f o r y ou , an d h as a ske d me to call o n

y o u a n d inq u ir e h o w y ou w o ul d l ike t o h ave th em

”
b ou n d . F ro m su ch an introdu ction n o man c ou l d get
a w ay . Wh at h e sa id w as t ru e an d h is bu sine ss w as in
,

r e al ity to s e ll th e b in din g at a go o d p rice Often in t en .

min u te s h e h ad h is o rde r in h is p o cke t an d wh en h e w as ,

o u tside h e p o in t e d ou t to th e sal e sm an j u st h ow e a ch

s te p w as t aken No m an w ou l d u n de rtake t o p l e a d a
.

c ase in c ou rt u nl e ss h e h ad first stu die d l aw an d th en ,

h a d p re p ar e d h im sel f in a dv ance by stu dyin g th e l e gal

p o in t s an d l o o k in g u p d ec is i on s T h e y o u n g l a wye
. r

u su al l y is a sso c iat e d with an ol de r l awye r wh o is h is ,

t e a ch e r .Jus t in th e same way th e y ou n g s al e sman

mu s t h ave an ol de r sal e sm an wh o can tu rn th e t rick ,

an d al so sh ow h im j u st h ow it is do ne .

A sa l e s organ iz ation to su ccee d mus t h ave a p ra ctic al

-

su cce ss fu l m an at it s h e a d Th e me r el y th e or etic al m an
.

is b ou n d to fail bec au se h e c an t teach oth e rs wh a t h e

’
,

h asn t l ea rne d h im s el f
’
.

T h e L is t of P ro s pect s

The fi th in g th a t th e goo d sal es m ana ger do e s is t o

rst -

get a l ist o f a l l t h e go o d p r o s p ec ts in h is t e rr it o ry I f .

h e is de al in g with th e trade h e h as th is c omp il e d from

D u n s o r B radstreet s A s a rul e h e mu st ch eck the
’ ’
.
,

n ame s h imsel f as h e al one k nows p r ecisel y what kin ds

,

o f fi rms t o ch o o s e He h as a rail ro a d m ap be fo re him

.

an d stu die s th e c o nnec tio n s o f t rain s F airl y l arge .

t o wns th at are in a cce ss ibl e h e m ay o mit al to ge th e r an d ,

very sm all t own s th at can be visit e d be tween trains h e

wil l incl u de Th e t own s o mitte d or m arke d with a
.

qu e stion in dicatin g in frequ ent visitin g h e will p u t in a

l ist by th em sel ve s t o be c anv asse d by m ail A ft er h e .

h as c o mpil e d h is l ist from the b o oks h e c o nsu l ts p ractica l ,

41 6 HUMAN NA T UR E IN B U S IN ES S
sal s e men wh o h ave been ove r th e te rritory if this is ,

p o ss ib l e F r o.m t h e ir p e r so na l k n o w l e dg e o f t o w n s a n d
o f c o nce rn s in th ose to wn s th ey h el p him t o c o rrec t
,

h is own j u dgmen t T h en th e c re dit man go es ove r the

.

l ist an d p a sse s on the c re dit o f each p ro sp ect even be fo re

any bu sine ss is sol ic ite d from h im . T his th orou gh
p pr e a r a t io n o f t h e l is t o f p o s s i b l e c u st o me rs in t h e te rr i
tory is on e o f th e m ost im p o rt ant el ements o f m ode rn
s al e s organ iz a tio n
-
I t save s an en orm ous was t e o f time
.

t o th e sal e sman ex p en se in goin g to im p oss ibl e pl aces

, ,

an d the c on fu sio n o f th ou gh t inc iden t to go in g in to a

r ea ll y u nk n own fi el d .

Th e mana ge r o f a sal e s force on a sp ec ial ty s ol d direc t

-

t o c on su me rs do e s th e same th in g . With tel e pho ne an d

city directo rie s he c om p il es a l ist . T his he arranges
a cc o r din g t o s tree t n u mbe rs o r o ffice b u il din gs s o th a t n o ,

time will b e l ost in win din g back an d f o rth . U su al l y

direc to rie s are al ph abe ti cal by names an d mu st be re
arran ge d s p ec ial l y w ith r e fe rence t o s tree ts an d car

l ine s b u t th e r ea rran gin g is in disp en sabl e for ec on omical

,

w o rk .

Even the m ana ge r o f a r e tail sto re will h ave a well

p pr e a r e d l is t o f p e r s o n s w h o o u g h t t o be c u s t o me r s b u t
ar e n o t u su all y w ith t e l e ph o ne n u mbe rs so th a t t h ey can
,

be cal l e d u p Eve ry on e o f th e se wh o is tu rne d into a

.

r e gu l ar c u st ome r m ay be w o rth fr o m five to fi fty dol l a rs .

In S an Francisc o th e re is a newsb oy wh o h as a sort o f

h ol e in a w al l b u t h e h as system atic al l y w o rk e d u p a
,

l ist o f cu stome rs an d th ese h e cal l s u p o ve r th e t el e

,

p h o ne w o,
r k in g o n t h e l is t a l l d a y l o n g .W h en h e g e ts

th em h e give s th em th e l at e st news ab ou t ma gaz ine s an d

b ooks .
“
Mc Clu re s is j u st ou t with a spl en did a rticl e
’

on Th e cu stome rs c o me t o de p en d o n th is v ol u n
t a ry news se rvice an d in gratitu d e f o r h is th ou ght ful
-

n ess h asten t o h i s stan d t o b u y th e b ook or ma gazine

,
 M OD ERN S ALES OR GANIZA T I ON 41 7

he mentio ns Even W ith m o de rn a dve rtising in news

.

p p
a e r s r e
,
t a il st o r e s sh o u l d do th is in dividu al wo rk co n

stan tl y .I t is th e onl y w ay in wh ich th e maximu m

bu sine ss can be o btaine d .

Edu ca t in g th e Cu s t o m er
Articl e s val u e d at l e ss th an a doll ar can be s ol d by
p e rs o na l canva ss in g onl y fro m h ou se t o h ou se The c ost .

o f p r e p a r a t o ry w o rk is t oo great f or th e p o ssibl e p ro fit

t o m ake an y oth e r system f e asibl e U su al l y five dol l ars

.
,

o r o ften t en d ol l a rs is the l o we st p rice for a s in gl e

,

a rt ic l e wh ic h wil l m ake a p rofit p o ssibl e on m or e el ab o

rat e sy st em s o f s ol ic itin g .

On al l st ap l e s th e sal e o f th e fi rst order is l o ok e d on

me rely as th e op enin g we dge for a ste ady l ine o f bu si
ness For ex ampl e if an ave rage famil y u se s gro cerie s
.
,

Worth five dol l ars a week in a year that famil y wou l d

,

u se $2 50 ,
on wh ich th e p r o fit m ay p e rh ap s be o nl y

2 0 p er cent .
,
o r fi fty doll ars A l l o f that might be
.

s p en t t o get a go o d c u st o me r st art e d wh o in ye ars t o,

c ome wou l d go on an d give th e h ou se a cl ea r profit o f

fifty doll ars a year or even h al f o f th at
,
.

Wh en th e am ou nt inv ol ve d j u stifie s a rath e r seriou s

e ffo rt on e ach p e rso n th e sal e s man ager wil l first o f al l
,
-

ap p e al t o th e a dve rtisin g m an a ge r ( u nl e ss h e is h im sel f

al so th e a dvertisin g m an age r ) t o p re p are a cir cu l ar

g iv in g t h e f u l l c a nv a s s o n th e a r t ic l e a l ,
e tt e r giv in g a

sh o r t c anv a ss an d a r e tu r n c ar d o r o r de r bl ank o f so me
,

s o rt ,
o r a n inqu iry b l a nk T h e se h e m ail s ou t t o his
.

l ist o ft en u n de r on e cen t p o stage

,
-
He t rie s b oth on e
.

cent an d tw o cent an d a dop ts th e meth o d wh ich sh ows

-

th e gr e at e st r e tu r n f or th e t o tal m o ney exp en ditu r e .

Th e th r ee it em s men tione d ar e u su all y nece ssary th e ,

l e tt e r t o give a b rie f ide a o f wh at th e p r o p o sal is th e ,

circu l ar t o supply f ull inform ation t o th ose wh om th e

41 8 HUMAN NA T UR E IN BU S IN ES S
l e tt e r h as in te re ste d an d wh owant m ore in formation
be fo re th ey pl a ce an or der an d a r e tu rn fo rm to m ake
,

o r de rin g o r s en din g an inqu iry e asy Th e r e tu rn s

.

sh ou l d a s a ru l e be n o t l e ss th an 1 p er cent wh il e .
,

5 p er cent is c o n side r e d ve ry l arge an d 1 0 p er cen t

. .

eno rm ou s . A s h igh as 85 p er cent of r e tu rn s

.

h ave been secu re d in r ar e instance s U su all y th e op en

.

in g l e tte r is f oll o wed u p by a ttra ctive m ail in g p iece s -

e ach c onta in in g a sh ort p ointe d c anva ss from a diff e r ent

, ,

an gl e f r o m a ny th in g th at h as go ne be for e In al l ca se s .

a re tu rn form o f so me sort sh ou l d be atta ch e d Ordin ary

-
.

t ag b o a rd o f h e avy m an il a b ristol o r do cu men t man il a

is be st f o r c o mm o n an d gene ral u se Each m a il in g piece
.
-

s h o u l d b rin g its p e r cen t a ge o f r e tu rn s .

Th e direc t r e tu rn s f ro m the se m ail in gs will u su all y

p ya t h e c o s t o f p r in t in g a n d m a il in g b u t th e,
n u mbe r o f
p iece s t h a t c a n be s en t p r o fi t ab l y a t on e t ime w i l l be
l im ite d t o f ro m th ree to ten as a ru l e I t w ill be s een
.

tha t the t otal b u sine ss th at can be secu r e d in th is w ay

w ill be too smal l t o be c onten t with u nl e ss th e p o ssibl e
l ist o f custo me rs is en o rm ou s run n in g in to th e mill io ns
,

as in th e ca se o f S ea rs R o eb u c k ,
Co .

The r eal o bject o f th is m ail in g is to e du ca te the cus

tome r in a dvance fo r th e benefit o f th e sal e sman wh o ,

sh ou l d c al l o n eve ry c u sto me r on th e l ist w ith in thr ee

o r fou r week s at th e ou ts ide Eve ry p ers on wh o h as

.

r ece ive d th e l e t te r an d m ail in g p iece s h as been e du cate d

-

t o a ce rta in p o int as a ru l e . S o me h ave th rown m ost o f

th e c ir cu l ar m a tte r in to th e w ast e ba ske t b u t even if o nl y
-

o n e h e a dl ine o r on e ca r d h as been r ea d al l th rou gh it

m ay f av orabl y disp ose th e p rosp ec t to l isten t o th e sal es

m an wh en h e c all s . Once a firm decide d t o op en u p
t e rrito ry in Wis c o n sin an d a fte r h avin g p r e p ar e d a
,

g oo d l ist s en t ou t t h ir t een m a il i n gp i ece s o-

f d iff e r en t
kin ds each distinctive each makin g an import an t point
, ,
 M OD ERN S ALES OR GANIZA T I ON 41 9

on th e go o ds . A y oun g sal e sman f oll owe d a fte r an d to o k

a l a rge v ol u me o f o rde rs . He th ou ght th e re tu rns we r e
du e t o h is o wn cl eve rne ss an d said s o frankl y S o h e was
,
.

assigne d t o s im il a r t e rrit o ry in I owa which had n ot

,

been w orke d in a dv ance by the m ail in gs ; b u t in th ree

week s h e w as call e d h ome bec au se h e w as n ot ge ttin g
bu sine ss en ou gh to p ay h is exp en ses Arm ou r
.
. Co .

s en t s al e smen ou t int o t h e n o rth we st qu a rte r o f Ch ic a go

t o s el l th e ir S im o n Pu r e l ar d in p ail s at a p rice j u st
,

ab o ve th e ma rk e t . Wh en th e de al ers h eard th e p rice

th ey r e fu s e d t o l isten to th e s al e smen a t all B u t a l ist
.

was p re p a re d an d e du c ate d by a s e rie s o f l e tte rs which

p o in t e d o u t th e a dv a n t a ge s o f cl e a n l ine ss ex a,
c t we igh t s ,

f re shne ss eve ry wee k etc an d th en th e s al e smen went

,
.
,

a ga in . Fro m nearl y eve ry de al e r wh o h ad r ece ive d th e

e du c ative m atte r th ey got an o rder b u t stil l th ey we r e
,

u n ab l e t o get an or de r f ro m th o se de al e rs wh o f o r on e

r e aso n o r an o th e r h a d been m isse d in th e m ail in g .

Wh en a c am pa ign was sta rte d in New York City th e

a dve rt isin g man was sen t righ t th e r e t o w o rk f or th r ee

o r f o u r week s on th e sp o t an d p r e p ar e th e de al e rs by

h is l e tte rs an d c ircu l ars . T h is was re garde d as the

h a r de st fiel d in th e Un it e d S tate s b u t th e s al e smen got
,

th e b u sine ss wh en th ey f ol l o we d in th e w ake o f th e e du
c at ion al c am p aign . In th e ca se o f a b on d sel l in g bu si -

ness th e direct re tu rn s wer e al m ost n one as inve stors

, ,

ar e ve ry w ary o f givi n g any on e a h in t th at th ey h ave

m oney ; b u t it was f ou n d th at sal e smen c ou l d foll ow the

l ist an d get an excel l en t l ine o f o rde rs f r om th ose wh o
h ad r eceive d th e c ir cu l ar matte r th o th ey h a d given n o
,

in dica tion o f inte re st in it Hu n dre ds of oth er bu sine ss

.

firm s throu gh ou t the Unite d S tates h ave prove d the same

42 0 HUMAN NA T UR E IN B U S IN ES S

Man agin g S al es m en
Han dl in g sal esmen is ve ry mu ch l ik e drivin g a fou r
in h an d t eam o f h orse s
-
S ame l ag an d nee d to be
.

t o u c h e d u p s ome b re ak aw ay f ro m th e system o f th e
,

h o u se an d nee d t o be b rou ght back in t o l ine a gain s ome ,

a re n o t th o r o u gh an d do n ot cl ean u p th e b u sine ss a s

th ey sh oul d wh il e o th e rs are t oo c on s c ien tio us an d th e re

,

f o r e a re so sl o w th ey do n o t k ee p th e ir c o st to sel l down - -

t o th e righ t figu re .I t is a k een ene rge tic m an wh o is

,

abl e to k ee p a f o rce o f sal e smen al ways at th e ir best ,

an d a h igh l y devel op e d o rgan iz at io n o ften requ ire s

s eve ral ye a rs t o c re ate .

Whil e th e p e rs on al ity o f th e sal e s m an ager is an im -

p o r t a n t e l emen t m ,
o de r n s c ien t ific s a l e s me th o ds a r e a l so -

in disp en sab l e f o r th e h igh e st re su l ts .

F irst a card system sh o u l d be k e pt wh e re at a gl ance

,

th e s al e s man a ge r c an s ee j u st wh at a m an h as do ne in
-

a given fiel d u p t o the n igh t be fo re S al esm en s dail y .

’

re p orts sh ou l d be r ece ive d an d imme dia t el y p l a ce d with

in th e r an ge o f th e s al e s man a ge r s eye I f anyt h in g is

’
-
.

wron g a p e rsonal l e tte r o r t el egram shoul d go to th e

,

sal e sm an w ith ou t de l ay In an y c ase once a week or

.
,

in so me c ase s o nce a m o n th a stim u l atin g l e tt e r o r r e po rt

,

sh o u l d go t o th e s al e smen in s u c h ca s e s as th os e in wh ic h

th e sal e smen c an n o t c o me to th e o ffi ce In p e rsonal .

c anvassin g th e men w ill r ep o rt t o the o ffice eve ry n igh t ,

a n d eve ry m o rn in g w il l be s en t ou t w ith a s tim u l atin g

l ittl e t al k T ravel in g men on th e roa d w ill o ften re p ort

.

o nce a wee k so me time s sp en din g eve ry S atu r day a t th e

,

o ffi ce t o w ait on c u st o me r s w h o c al l an d t o get in t ou ch ,

with wh at th e r e st o f th e o r ganiz ation is doin g .

S al e smen acc o m pl ish far m or e a s a ru l e if the gang

, ,

sp ir it can be a r ou s e d j u st as wh en a b as eball t e am o r a
,
-

fo otball team pl ays a game

-
Every s p ortsman kn ows
.
 M OD ERN S ALES OR GANIZA T I ON 42 1

wh a t t e a m work me an s an d so do e s eve ry u p to date

-

,
- -

bu siness m an Wh en sal e smen are sc atte re d sp ecial

.
,

me th o ds must be us e d .

Eve ry s al e sm an wh o m ak es a h it sh oul d s en d in th e
s t o ry o f j u s t h ow h e did it an d th is p e rso n al stor , y f o

a su cce ss sh ou l d be sent ou t to all th e oth e rs V ery .

,

ve ry s el dom doe s a s al e sman l o se anyth in g by givin g

a way h is s ec r e t s f o r th e r eal sec r e ts in su ch acc ou nts
,

r em ain un tol d bec au se th ey ar e so int im at el y p e rs onal

t o th e man h im sel f th at h e s im pl y c an n ot t el l th em .

Th e sto ry o f h is su cce ss is stimu l at in g t o all h oweve r ,

.

The m o de rn qu ota system h as been w idel y a do pte d .

B ig sal e smen o n h igh sal a rie s w il l sell m any l ar ge o rde rs

an d so will h ave a l a rge v ol u me o f sal e s a n d sm all ,

sal e smen o n s m al l s al ar ie s in sm al l t own s wil l m ake

, ,

sm al l s al e s . Th e qu o ta system a ssign s t o e ach sal e sman ,

o n the b asis o f h is sal a ry o r h is sa l ary an d ex p en se s

tak en t oge th e r a ce rta in nu mbe r o f u n its which h e

,

sh ou l d s e ll in a m on th o r a week I f h e sell s th e qu ot a
.

a ssigne d h im wh ich n o o n e k n ow s b u t h ims el f an d th e

,

s al e s m an a ge r
-
h e is r a nke d in th e re p ort s at 1 00 p er
,

cent If h e s el l s l e ss tha n his qu ota h is rank m ay be

.
,

7 5 p er cent o r 60 p er cent . He m ay s el l m ore

.

th an h is qu o ta wh en h e wil l r ank at 1 2 5 p er cent o r

,
.

1 50 p er cent Th e qu o tas are s ec r e t bu t th e p e r centage s

.
,

a re p u bl ish e d weekl y o r m o nth l y in a b u l l e tin T his .

p u t s al l s al e s men o n th e s a me b as is a n d g ive s a ll a f a ir

ch ance t o m ake a h igh p e r centage Th e c o mp et itio n

.

thu s c r e at e d is h ighl y s timu l atin g an d n o s ecr e ts are ,

divu l ge d an d n o s al e smen f eel th ey h ave n o t a fa ir

,

ch ance Usu al l y th e smal l sal e smen wil l m ake th e be st

.

p e r cen t a g e s a t th e first L at e r t h e . b ig s a l e smen w h o ,

h ave been l o afin g on th e ir j ob s a l ittl e w il l w ake u p an d ,

sh o w wh at th ey c an do by ex tra exe rt io n T h is is an .

excell ent w ay o f keep in g th e t eam ru nn in g even S ome .

42 2 HUMAN NA T UR E IN BU S IN ES S
t ime s the se p e r centa ge c omp etitions are treate d as a
b aseb all game an d s c o res ar e p oste d on a bul l e tin b o ar d
- -

wh ich is r e p ro du ce d an d sent ou t t o al l the sal e smen ;

’
o r th e sal e smen s name s ar e p u t o n a ru nn in g t r a ck -
.

P riz e s u su all y smal l an d u n im p o r tant y et some th in g t o

, ,

r ou s e the sp irit o f pl ay in g a ga me an d p l a yin g it t o w in ,

a re u s e fu l A gain all th e sal e smen in on e terr ito ry wil l

.
,

c o mp e te a gainst al l th e sal e smen in an oth e r t e rr itory .

M ime o graph bu ll e tins may e asily be il l ustra te d with

inte re stin g th o c ru de l ittl e p ic tu r es . In l arge o rganiz a
t ion s a wee kl y o r m onthl y ill u strat e d h o u se o rgan wh ich -

g ive s a ll th e p e r s o na l new s o f a l l t h e s a l e smen ,

i nc l u di n g
th e ir ill ne sse s th e ir ma rria ge s th e ir difficu l tie s an d
, , ,

th e ir su cce sses as well as th e news o f c om p e titio ns ar e

, ,

h ighl y e ff ec tive .

Th e t o tal c ost t o sel l each u n it o f go o ds in th e c as e

o f each sal e sman sh o u l d be c a re ful l y fi gu re d ou t In .

s c att e re d t e rr ito ry t h e c ost t o se ll w ill be h igh e r th an

in sol id c om p act te rritory ; b u t th e sal e s man a ge r mu s t

,
-

’
h ave th is al ways be for e h im on each sal esman s r e p ort
card an d if a c ost t o sel l u n it is a ssigne d to a sal es man
,
- -

a s a qu ot a h is p e r cen ta ge ab o ve o r bel ow may be a u se f ul

,

p o in t f o r p u b l i c c o m p e t itio n a s we l l a s th e t o ta l am o u n t
o f sal e s . T his wil l h el p t o e du cate the s al e sman on the
imp ortance o f ec o n omy .

Q u es t io ns on Mo de rn S al e s O rgan iza t io n

1 Wh at w as th e ol d ide a o f sal e sman sh ip ?

.

2 De sc ribe th e w ay in wh ich th e sal e s mana ger

.
-

t rains you n g sal e smen .

3 H ow ar e l ists o f deal e r p r osp ec ts p re p ar e d ?

.

4 H ow are l ists o f c on su mers p r e p a re d f o r a

.

sp ec ial ty ?

5 I l l u strate th e val u e t o a r e ta il e r o f ge ttin g l ists

.

of p rosp ec ts t o be f oll o we d u p .
 M OD ERN S ALES OR GANIZA T I ON
6 . H ow is th e first e
ord r figu re d in r el ation to
u l tim a t e p r o fi ts ?
7 Wh en th e am ou nt o f m oney will j u stify it h ow
.
,

a r e c u st o me rs e du c at e d in a dvance f o r th e visits o f

s al e smen ?

8 H ow mu ch m igh t be exp ecte d ou t o f th e direc t

.

m ail o rde rs f ro m th is cir cu l ar w o rk ?

-

9 I l l u str a t e in det ail wh at m ay be acc o mpl ish e d by

.

th e e du c at ive me th o d.

1 0 Wh at difi er en ces in s al e smen mu st a sal e s m an

.
-

a ge r o ve r c o me ?

1 1 Wh at kin ds o f r ec or ds o f sal e smen s w ork sh ou l d

’
.

a sal e s m an a ge r h ave ?
-
H ow are th ey ke p t u p t o th e
m ark ?
12 .De scribe the modern qu ota system H ow is .

int ere st k ep t u p ?
 T H E P R IN C I P L ES O F S A L ES MA N S HI P

T he Fiv e Fa c t o rs
IN eve ry sal e th e re are five fa cto rs wh ich we mu st
t ak e f u ll y in t o a cc o u n t
1 Th e p e rso n al ity o f th e sal e sm an
.
,

2
. Th e c h a ra c te r an d situ at io n o f th e c u sto me r ,

3 Th e go o ds t o be sol d
.
,

4 Th e c o m p e tition
.
,

5 The sal e
. .

Unl ess the sal e sm an bea rs h ims el f s o as to c omman d

r e sp ec t fu l a t ten t io n th e c u st o me r w il l s im pl y r e fu se t
, o
do b us ine ss w ith h im . M ore o ve r u nl e ss th e sal e sman
,

kn ows wh at he is ab ou t h e will n ot h ave respectful

a ttention .

No o n e can m ak e a s al e to eve ry p e rson n or ou ght ,

any on e to mak e a sal e to a c us to me r u nl e ss it is for the

g oo d o f t h e c u st o me r th a t su ch a sal e be made The .

c on ditio n an d situ ation o f th e cu stome r is th e re fore a , ,

vital el emen t as wel l as h is attitu de o f m in d Th e

, .

sal e sm an m u st in f o rm h im s el f o f th e r e al nee ds o f th e

cus tome r be fo r e h e can even be gin his work of e du catin g

th e mi n d o f th a t cu sto me r .

At th e s ame time th e go o ds mu s t be righ t an d the ,

sal e sman m u st kn o w th em .

In eve ry sal e th e re is some so rt o f c omp e tition .

Eith e r th e re are o th e r goo ds o f th e same sor t which th e

cu stome r ou ght t o conside r o r el se th er e is th e gene ral
,

c omp e titio n between al l th e oth e r th in gs on wh ich m oney

can be sp ent an d th e goo ds o ff er e d We mu st al ways
,
.

42 4
 TH E P RIN CI PLES OF S ALES MAN S HI P 42 5

r emembe r th at th e re are f ew th in gs withou t which w e

can n ot get al on g in this w orl d an d ne arl y al ways ,

th e r e m u st be a dec isio n wh eth e r it is wise to sp en d

m oney on th is p articu l ar th in g o r n ot .

F in all y th e re is th e s al e on wh ich al l th e art o f

, ,

sal e sm an ship mu st b e c o ncen t rat e d Unl ess th e first .

f ou r f a ct ors a re right an d are m aste re d th e art o r

, ,

s c ience o f sa l e sm an sh ip do e s n ot c o me in t o pl ay at all .

Th e art o f sal e sm an sh ip s impl y give s eEec tiv en ess t o a

c omb ina tion o f fa c tors wh ich oth e rwise are f av orabl e .

S e l l in g p oo r goo ds t o p e op l e wh o o u gh t n ot to p ay f o r
t h em is a c rime an d goin g ou t as a sal e sm a n u nl e ss y ou
,

a re p r e p are d f or th e w o rk is p u r e f oll y T h e re are .

p l en t y o f o pp o r t u n it ie s h o weve r w
,
h e r e t h e ,
fi r st f ou r

f a cto rs can mee t in f airl y goo d b al ance an d it is on ,

su ch th at w e sh ou l d n o w fix ou r a t tent ion in a stu dy

o f th e p rinc ipl e s o f su cce ss fu l s al e sm an sh ip .

Gen eral Prepara t io n fo r S ellin g

B efo re u n de rtakin g in any w ay to sell go o ds th e wis e
s a l e sman w il l m ake a ve ry th o rou gh p re p aratio n .

B oys an d girl s are be st p r ep are d for re tail sel l ing by

han dl in g sto ck Wh en th e sal e smen p u ll down b ol ts
.

o f goo ds th e sto ck b oys o r girl s c ar e fu ll y r oll th em u p

,
- -

an d p u t th em in p l a ce a gain T his s eems l ik e simpl e

.

w ork b u t it fu rn ish e s th e be st p ossibl e ch ance f o r th em

,

t o l ea rn th e ch a ra c te r o f th e go o ds th eir diEeren c es , ,

p r ice s e
,
t c A l s.o t h ey c an n o t h el p h e ar in g c on stan tl y

th e w ay in wh ich a cc o mpl ish e d s al e smen m ake th e ir

s al e s
. Once a b oy in a s ch ool w as f ou n d t o be a re
m arkabl e l ett e r write r th o h e h a d n o ex p e rience In
-

, .

qu iry r eve al e d th e f act that h e h ad wrap t u p bu n dl e s

o n th e o th e r s ide o f a p art itio n wh e r e h e c ou l d h e ar

th e dail y di ct atio n o f l e tt e r s by th e m an a ge r o f a l arge

c once rn wh o was n ote d as a go o d c orresp on dent Listen .
42 6 HUMAN NA T UR E IN B U S IN ES S
in g day by day , h e h ad u nc o ns c iou sl y imb ibe d the art
o f l e tt e r writin g-
M any a sto ck b oy en gage d in th e
.
-

mech anical wo rk o f p u ttin g b ol ts o f go o ds back on

sh el ve s has imb ibe d th e art o f s al e smansh ip l earne d th e ,

g o o d s a,
n d a l s o l e a r ne d w h a t c u st o me r s a r e a n d h o w
th ey act Wh ol e sal e s al e smen are u su all y t raine d as
.

s to c k b oys in th e s ame w ay
-
. T hey t ake care o f th e
s to ck r o o m s in th e wh ol e sal e h ou se p u tt in g th e go o ds in
-

o rde r h el p in g th e b u ye r o r de r s t o ck wh en it ge ts l o w
, ,

an d l ist en in g t o th e s al e smen wh en th ey c o me in an d

sh ow so me visitin g c u st o me r th e l ine . S p ec ial ty sal e s-

men su ch as b ook sol ic itors or sal e smen o f su ch o ffi ce

-

a ppl iance s as cash r e giste rs o r a ddin g mach ine s must

- -

g o th r ou gh a s p ec ia l s c h oo l t o l e a rn t h e fine p o in t s o f
th e canvass o n each spec ial item th e diffi c u l ties th at w il l
,

c ome u p an d h ow th ey are to be m et an d wh at oth e r ,

sa l e smen h ave f ou n d t o be th e be st a p p ro ach e s an d

me thods o f cl osin g sal e s in each sp ecial l ine .

B esides this gene ral p rep aration eve ry sal e sman ,

sh ou l d in fo rm h ims e l f ve ry tho ro u ghl y ab ou t the com

p e tin g l ine s o f g o o d s a n d t h e a r g u men t s o f c o m p e t in g

s al e smen .T he se c omp e titive fac ts an d thou ghts w il l be
in th e m in d o f th e p ro sp ec tive c u stome r wh e th e r an y
mentio n is m a de o f th em o r n ot The sal e sman w ill .

h ave to fa ce a man in wh os e m in d is th e th ou gh t o f
th ose c o m p e tin g go o ds an d the a rgu ment o f th e oth e r
,

s al e sman .I t stan ds t o r e aso n th at su cce ss in s el l in g

c an n o t be a t taine d if th e sal e sm a n is ign o r an t o f j u st

wh at th is u nmentione d men tal r e al ity is He c an n ot .

s h ap e h is c anv ass s o a s t o win u nl e ss h e kn o ws a gain st

what he is fi gh tin g Yet ne gl ec t t o stu dy c omp etition

.

is on e o f th e c omm o ne st fau l ts am on g Ame ri can bu sines s

men F ail u r e re su l ts a gain an d again bec aus e of this
.

u n kn o wn f ac t o r ; y et n o e ff o rt is ma de t o fin d o u t ab ou t

it or u n de rst an d it .
 TH E PRIN CI PLES OF S ALES MAN S HI P 42 7

Th e p e rson wh o go es in to any bu sine ss with ou t h avin g

s e rve d s ome s ort o f a ppren tice sh ip in th at b u sine ss is a

f ool .

An y p e rson wh o , h avin g s erve d h is a p p ren tice sh ip in

h is bu siness, does n ot th orou ghl y inve stigat e th e sp ecial
cl ass o f custome rs in th e sp ecial l o c ation wh e re h e in
,

t en ds t o c on du c t h is b u sine ss to kn ow th at h e h as a ,

rea sonabl y r ich fiel d is a f o ol , .

Wh en b oth of th ese p r ecau tions h ave been taken the ,

p e r s o n wh o d o e s n o t in f o rm h im s e l f j u s t wh a t h is c o m
p e ti t o rs h a ve a n d j u st w h,
at t h e ir a r gu men t s ar e is t o , ,

say th e l ea st a ne gl igen t bu sine ss m an

, .

As a ru l e th e re is n ot mu ch l a ck o f atten tion t o h avin g

,

th e be st ava il abl e go o ds t o sell at righ t p rices ; bu t this

is th e fou rth requ isit e .

S t eps in Makin g a S al e

five
*
There are distinct st eps in m aking a sal e .

1 S pe c ial prepa rat io n

. f o r app eal to th e p ro sp ect
be fore h e is appro ach e d at al l .

T h is p re p aratio n may c onsist o f a se ries of e du cative

l ett e rs o r c ir cul a rs .

I t m ay c on sist o f ge ttin g in fo rmatio n ab ou t him from

D u n s or B ra dstreet s from directorie s or be st o f al l
’ ’
, ,

from ne ighb o rs Even th e h ou se t o h ou se c anvasser al

.
- -

ways asks th e name o f th e p e rson l ivin g in the next

h ou se S ol ic itors f or s e ts o f b oo k s get p e rso n al intro
.

du c tion s S el l e rs o f s to cks an d b on ds get p e rs on al

.

r ec o mmen dation s f r o m o n e p e rs o n t o an oth e r f ol l owin g ,

ou t a r e gu l ar ch ain o f a cqu ain t ance a s mu ch a s do e s

the b ank with its ch ain o f p e rs on al identification s be for e

c ash in g ch ecks or op enin g a cc ou nts .

Wh at th is p r ep ar atio n may be is wel l il l u strate d by a

T h is s t ep w a s su gg e s t ed by Mr . R . H . Gra n t , s a l es -
m a n ager of the
Na t i o n al C a sh Regi s t er C c .
, w h o l a y s g r ea t em p h a s i s u p o n it .
42 8 HUMAN NA T UR E IN B U S IN ES S
s to ry o f th e sal e o f a P a ckard tru ck to a whol esal e gro ce r
in New Yo rk City T h is c once rn h ad many w agon
.

r ou t e s ru nn in g al l o ve r th e c ity F o r a year an d a h al f.

th e s al e sm an h a d been w atch in g f o r a ch a nce t o get an

ente ring we dge f or it meant a b ig o rder s ome time
,
.

Wh en at l ast h e r ece ive d a car d f ro m th e m an age r o f

th e gro ce ry h ou se s ayin g th at on e o f th e ir w a go n r o u te s
,
-

h ad b rok en down an d th ey we re c o nside r in g t ryin g ou t

an a u t o tru c k on th at on e r ou t e h e w as on h an d even
-

be fo re th e h ou r o f t en wh ich h ad been set th e next

m orn in g s o th at h e sh ou l d get th e first in terv iew
,
.

Wh en h e ente re d th e m anage r s office an d w as a ske d ’

wh at h e h ad to say h e p rodu ce d a sh eet on wh ich h e h ad

t abul at e d th e ent ir e l ist o f it ems o f c o st o f m ain ta in in g
an d o p e ra t in g th e wa go n r ou t e an d by th e s ide o f th a t
-

th e c ost o f o p e rat in g th e au to t ru ck ; n o t a n e stimat e b u t

-

th e ac tu al figu r es t aken f ro m an o th e r h ous e to wh ich

t ru cks h ad been s ol d Th e c o mp ar ison sh owe d a sav in g
.
,

an d o f c o u rs e th e man a ge r was im p r e st
, ,
He wante d t o .

k n ow wh e re th e sal e sm an got su ch exact in fo rm ation in

r e ga r d t o th e c o st o f o p e ra tin g th e wa go n r ou t e an d -

wh eth e r h is fi gu re s we re accu rate o r n ot S o he ran g .

f or th e ba rn b oss to be cal l e d an d in tro du ce d h im B u t

-

,
.

th e sal e sman an d th e ba rn b oss h a d been acqu a in te d f or

-

a ye ar an d a h al f an d h ad fi gu re d ou t th at t abl e o f c osts
t oge th e r .The man age r th en c all e d u p th e oth e r h ou se
th at o wne d th e au t o tru ck o f wh ich th e s al e sm an h a d
-

g iven th e c o st r,
ec o r d a n
-
d v er ifie d t h a,
t c ost t o a p enny .

Th e sal e sman h ad s een t o it th at th e m ana ge r o f th e

o th e r b u sine ss k new exac tl y wh at h is c osts h a d been .

T h en came th e qu e stion o f wh at s ort o f b o dy sh oul d

be pu t on th e ch a ssis The s al e sman r ec o mmen de d a
.

s p ec ial b o dy mak e r wh o w as w ait in g ou t side

-

,
He was .

call e d in Wh at woul d h e r ec o mmen d ? I f th e m an a ge r

.

wou l d ste p ou t t o th e stabl e h e wou l d sh ow h im a b o dy

 TH E PRIN CI PLES OF S ALES MAN S HI P 42 9

all p a i nte d u p, with the ol d de sign of th e h ou se a dapte d

t o th e n ew kin d of veh icl e Th e su p e r in t en den t o f
.

del ive ry was call e d t o see wh at h e th ou gh t o f it an d it

'

ap p e a r e d th at h e h ad h el p e d t o work it ou t I t s eeme d
.

j u st th e thin g .

With su ch p re paratio n as that th e sal e was ma de even,

be fo r e th e sal e sm an w as call e d on for his ar gu ments ;

a n d th e sal e smen o f th e c o m p e tin g au to tru c ks wh o we r e
-

waitin g in th e ou ter office we r e n o t even invite d in t o

m ake th e ir pl e as : th e orde r was given th en an d th e re .

Th e first s t ep is t o fin d ou t j u st wh at th e pr osp ect

o u gh t t o h ave an d th en m ak e y ou r o ff e rin g so it wil l
,

p r ec is e l y fi t t h e nee d th a t h as been st u d ie d o u t o r ,

p r e s en t it in t h e a sp ec t t h a t w il l be m os t l ike l y t o su it .

In th e s e days scientific s al e s ar e m ade in th e p rep ara

t ion be fo r e th e sal e sm an even s ee s th e p rosp ect
,
.

2 A t t en t io n
. I f by c ir cu l a riz in g o r o th e rwis e y ou
.

c an mak e a p r o sp ec t invit e y ou t o c al l on h im y o u ,

obvio u sl y h ave h is a tt en tio n even be fo r e y ou r each h im .

You are do in g h im a favo r by c al l in g on h im an d y ou

nee d o flier n o ap ol ogie s Th at is the be st kin d of atten
.

t ion t o h ave .

I f y ou go t o sol ic it a man wh o is in diffe ren t to y ou

,
th e fir st st e p t owar d m akin g a s al e is to get his f ull ,

fav o r abl e a t tention .

Th e s el l er o f a gas l ight e r f r om h ou se t o h ou s e gets

-

a tt en t io n by s n ap p in g h is l igh t e r an d makin g s p ark s

which fa scin at e the eye .

Th e cl eve r sal e sm an wh o h as p re p ar e d hims el f in

a dv a nce s o th a t h e kn o w s so me th in g o f the p r obl em s o f

th e p rosp ec t gets f av o r abl e attentio n by a skin g a qu e s

,

t io n wh ich t ou ch e s a v it al p o in t in th e p rosp ect s m in d

’
,

so me th in g h e h a s w o r rie d ab o u t S u ch a qu e stio n in a
.
,

sym p ath e tic t o ne inv it e s a c o nfi dence an d a c onfi dence

, ,

fr o m a p r o sp ecti ve cu sto me r marks him as al rea dy on

y ou r s i d e
.
430 HUMAN NA T UR E IN B U S IN ES S
Besides sh owin g so methin g an d askin g a qu estion th at ,

is p e rs o nal th e re are va riou s o th e r ways o f ge ttin g

,

f avorab l e a tten tion m ost o f which a re sp ecial with th e

,

sal e sm an S ome sal e smen get atten tio n by th e ir pl easin g

.

m anne r an d dign ifie d go o d b ree din g as sh own in th e ir

ca rriage M ost p e o pl e wil l stop to l ook at a p a rticul arl y
.

wel l b re d man Oth e rs h ave di sc ove re d some cu riosity

-
.

a rou sin g s tatemen t which imme diatel y ch all en ge s .

C e rta in b u sine ss men can be reach e d only by a b ol d

ch all en ge .

Th e goo d sal e sman s el do m o r neve r p r e sents a ca rd .

With th ose he has m et be for e h e assu me s an in timacy

o f p e rso nal acqu a in tance th at h as n o nee d o f ca r ds .

With th o se wh o are s tran ge rs he re se rve s h imse l f till

h e c an m ak e h is o wn imp re ssio n in stea d o f all o win g a
f al se im p re ssio n t o be fo rme d fro m a h asty gl ance at a
card I t is al ways sa fe r to div ul ge as l ittl e as p o ssibl e
.

in a dvance o f ac tu al p e rson al c on tact A name m ay be .

g i ven i f a s ec r e t a ry d eman ds it b u t t h e name g

,
iven by
“
wo rd o f m ou th is u su al l y m ost e fficac ious Just say .

Mr J one s w oul d l ik e to see h im or some su ch phrase

.
”
,

h as b rok en down a ba rrie r o f th a t sort Bu t do n ot .

even give the n ame u nl e ss fo rce d to do so A card .

r eveal s th e b u sine ss as a ru l e a n d many men tu rn ,

down th e idea o f a b us ine ss o r j u mp to c oncl us io n s ab ou t

it with ou t even giv in g a th ou gh t to th e man Th e n ame .

on l y dem an ds a t ten tion to the man so th e m an at l east ,

g e t s h is c h ance .

In cas e a prosp ect is writin g l etters or tal kin g to

s ome on e el se it is wise t o k ee p ab sol u te l y st ill till com
,

p l e t e a tt en ti o n can be h a d I f y o u a r e inv
. it e d t o t a l k
a way j us t th e same p o l it el y decl ine an d o ff e r t o c o me
,

a gain at s ome m or e su itabl e time I f nece ssa ry say .

,

f rank l y
“
,
I can t ta l k Mr Jo nes t o a man who is t ryin g
’
, .
,

t o do somethin g el se I al ways feel I am distu rb in g

.
 TH E P RIN CI PLES OF S ALES MAN S HI P 43 1

him , an d I c an t f ree mysel f f ro m th at f eel in g T he n

’
.

ask f o r j u st five m inu te s in wh ich to p r e s ent y o u r c a s e

a t s ome fu tu r e time I f th e m an off e rs it r igh t then

.
,

g o in a n d ma k e t h e m o st o f it .

3 Cre at in g d e s ire fo r t h e th in g in gen eral

. Atten
.

tion s ecu re d th e fi rst st e p is t o fin d ou t th e stat e o f

,

m in d o f th e p r o sp ect with r e fe rence t o wantin g any

thin g at all in y ou r l ine o f b u sine ss . T en ch ance s to
o n e h e do e s n ot k n ow wh e th e r h e w ants any thing l ike

may ; got to draw him ou t discover his

“

th at o r n ot .
,

Ci r cu m st ance s h is a ttitu de o f mi n d an d th e val u e t o

, ,

h im o f h avin g ce rtain go o ds so y ou can be gin t o fan u p

h is de sire . I t is u sel e ss t o o ff e r y ou r goo ds t o a m an
wh o th ink s h e do e s n ot w an t anyt h in g o f th e s ort at al l .

Th e fir st st e p t owar d r e sol ve t o b u y or even t o war d .

de sire f or y ou r goo ds is de sir e f or so me goo ds o f th a t

de sc rip tion . I f y ou c an draw h im ou t as t o wh at h e
h as al rea dy wh at difficu l tie s h e h as o r wh at Opp o r
, ,

tu n ities h e h as th at h e is n o t im p r o vin g y ou get th e ,

cu stome r squ arel y on h is own grou n d ; y ou start with

h im an d n ot w ith y ou rsel f o r y ou r go o ds . Th e p assio n
t o tal k ab ou t o ne sel f is su ch th at m o st you n g sal e smen
p l u n g e a t o nce i n t o t h e s u bjec t o f th e i r go o ds Th
. e fi rs t
r e a t l e ss o n t h ey m u st l e a rn is t o r e s e rve th ems el ve s
g ,

an d be gin by t al k in g ab ou t th e cu st o me r an d h is tr o u bl e s

o r ch a nce s o r p e r so n al situ atio n

,
. T hat is th e onl y th in g
th at pu ts a m an at o nce int o y ou r p owe r . I t is a simp l e
an d e asy th in g t o do if y ou can o nl y h ol d y ou rsel f t o

it .
Wh en y ou h ave once got a man on his own gr oun d
u can o f t en d o y ou r be st w or k in f a nn in g u p h is
y o

de sire t o h ave some go o ds l ike y ou rs even with ou t men ,

t io n in g y ou r s e l f a t al l De. s ir e in g ene r a l f o r s o me th in g
a
o f th t s o rt is th e fi rs t s t e p w h ic h t h e p r os p ec t t a ke s

toward y ou .

4 Dev el o p g
. in in t e re s t in y o u r g o o d s . W h en y o u
432 HUMAN NA T UR E IN BU S IN ESS
kn o w th at y ou h ave a de sir e f or so me th in g in th e l ine
o f y ou r go o ds th en an d n o t t ill th en is y o u r p r o sp ec t
,

r e a dy t o h ave y ou ex pl ain b riefly b u t em p h ati c al l y so ,

h e wil l n ot m iss a sin gl e p oint th e sp ec ial advant age s ,

a n d me rits o f y o u r go o ds . Al on g with th e expl an ation

o f j u st h ow y o u r syst em w o rk s o r j u st wh at y o u r go o ds
,

a re ,
sh ou l d go c asu al men t io n o f th e m ost imp o r t an t

p pe o l e w h o h a ve b o u gh t t h em a n d
,
t h e m os t c o nv inc in g
r em arks o th e rs h ave m a de o r l e tt e r s th ey h ave w ritt en ,

by w ay o f p ro o f th at y ou ar e t el l in g th e tru th S ee .

th e f u l l e r devel op men t o f th e s e p o in ts u n de r S al e sm an
sh ip in Lett e rs an d A dve rt isin g .

5 C l o s in g t h e s a l e
. . To cl o se a s al e it is nece ssary t o
g e t a dec is io n t o b u y,
t o s ec u r e a n a c t o f th e w il l . I f
th e p r ece din g st e p s h ave been p r o p e rl y t aken th is wil l ,

be easy An d y et it h as a t ech n ic o f it s own

. .

F irst th e imp o rtant th in g is t o get m in o r dec ision s as

,

y o u g o a l o n g
— fi r st
,
a d ec is io n t o l ist en t o y o u p a t ien tl y
till y ou h ave fin ish e d you r s to ry ; th en a dec isio n th at it
r eal l y w ou l d be a go o d th in g t o h ave s o me th in g o f th a t

s ort ( in gene ral ) th en a dec isio n t o try y ou r go o ds if

it can be done with ou t r isk ; fin al l y a dec ision t o t ak e
y ou r w ord as a gu a ran ty against risk if in dee d y ou do ,

n o t give th e a pp r o v al p riv il e ge-

as do m o st m o de rn
,

h ou s e s th a t are on th e s qu are .

S ec on d in or de r t o av o id t al kin g a p e rson ou t o f
,

bu yin g a fter y ou h ave tal ke d h im in it is im p o rtan t t o ,

c over th e wh o l e grou n d b riefly an d th en try t o get y ou r

o r de r by ask in g f o r it o r a c tin g as if y ou we r e goin g

t o ask f o r it so th at th e p ro sp ect f eel s th e p re ssu r e o f

,

y ou r wi l l
. Y o u m a y o r y o u m a y n o t g ive t h e d ir ec t
c omm an d to s ign an o rder sl ip You m ay writ e th e
-
.

s ign a tu r e f or th e man p rin tin g it ou t s o th e r e wil l be

,

n o m ist ake in th e sp el l in g o r av o id ge ttin g any sign a

,

tu re at al l by sim pl y t akin g an oral o rde r as most

 TH E P RIN CI PLES OF S ALES MAN S HI P 433

whol esal e men do writin g down at dictation I f th e

, .

m an l ets y ou do th os e th in gs y ou h ave won h is will , .

T hir d th e wis e sal e sman will al w ays h ave a few goo d

,

stro n g a rgu men ts in r e se r ve s o th at if h e f ail s to cl o se

th e fi rst time h e can c omp el a f avor abl e dec isio n by

b rin ging u p h is r e se rve gu ns an d firin g in a few hot
sh o t th at we r e n o t exp ec te d T hat o ften disconcerts th e
.

p r o sp ec t w
,
h o i n h is c o n f u sio n y ie l ds t o a s u d d en d em a n d
f or an o rde r .

A go o d sal e sman wh o h as written a dmirabl y on the

su bjec t h as s a id th at y ou sh ou l d al ways kee p a p r o s ec t
p
o n th e de fen sive T hat impl ie s th at h e m ay f eel y ou
.

a r e ge t tin g h im I t is bette r t o kee p h im o n wh at m ay

.

be cal l e d ne u tral gr oun d ce rtainl y neve r l e ttin g hi m

,

p u t y o u o n t h e d e f en s ive a n d
,
neve r m a k in g h im f ee l
th at h e mu st de f en d h im sel f u n til su ddenl y y ou u nmas k
,

you r batte rie s an d wat ch h im su rren der with ou t a

mu rmu r B u t ab ove all thin gs don t l et him get y ou
.
’

in a c orne r .

“
Kn ox in hi s b o ok
,
B u siness Effi ciency
, ,
ill u strate s
th is with o n e qu e stion : H ow soon c an y ou get an au t o
” “ ”
l ike th at ? R igh t away is an an swe r wh ich p e rmits
,

th e p ro sp ec t t o r ec oil th ink it o ver an d say h e will wa it

, ,

t il l next week s ince th e r e is n o p ar ticu l ar r e aso n why

,
“ ”
h e sh ou l d dec ide th en Wh en do y ou want it ? or
.
,
“
Wh en do y ou h ave to h ave it ? is a r etu rn qu estion
wh ich k ee p s th e p r o sp ect o n th e de fen sive an d make s
him c ommit h im sel f s till f u rth e r Wh en a prosp ec t
.

“ ”
g e ts t o t h e p o in t o f as k in g H o
,
w s o o n ca n y o u g e t it ?
o k n o w h e is r e ady t o su rren de r if y o u h an dl e h im
y u

r igh tl y ; b u t th e r e is m any a sal e sm a n wh o m isse s h is

ch ance even th en by l ettin g h ims el f get into a c orne r

in ste ad o f kee p in g h is p r osp ect th er e .

Th e p rinc ipl e o f neve r l e ttin g th e p r osp ect pu t y ou

in an awkward p osition is ill ustrat e d by th e rul e th at
434 H UMAN NA T UR E IN BU S IN ES S

wh en a cu stome r h as promi se d to go at a certa in h ou r

t o see y ou r goo ds y ou sh ou l d al ways call an d tak e h im
,

t o see th em neve r w ait fo r h im t o c ome by h im sel f

,
.

T wice ou t o f th ree time s he will f ail y ou if l e ft to him

s el f on so me exc u s e o r o th e r
,
an d y ou a p p e ar f oolish
,

an d weak .I t is f o ol ish an d dan ge rou s t o w ait ab ou t

f or an y man Al ways go an d get h im at th e h ou r set
.
,

right on th e do t I t is as b ad t o get th e r e ah ea d o f
.

t ime as beh in d t ime Wal kin g in j us t as th e cl o ck

.

p o in ts t o t h e m in u t e i s a l w a y s ve r y e f
f ec tive T h e p r
. o s
“
p e c t g l a nce s a t t h e c l o ck t h en a,
t y o u a n d r ema
,
r k s I ,
”
s ee y ou ar e righ t o n the dot I t pl eas e s h im an d h el p s
.

y ou r caus e .

You sh ou l d al so ob se rve th at de sir e for goods l ik e

y o u r s a n d d ec is i o n t o b u y t h em a r e t w o en t ir e l y d iff e r en t
th in gs . The de sir e c o me s fi rst b u t y ou must go specifi ,

call y ab ou t p ro du cin g decision to bu y as th e basis for

cl osin g th e s al e Argu ments on th e p oint
.
“
Why act ,
”
n ow ? t en d towa rd dec ision t o b u y I t may even b e
.

de sirabl e to t al k o ve r a m an s financ ial situ atio n with

’

h im so y ou can h el p him to mak e u p h is m in d wh e th e r

h e reall y sh oul d a ff o rd th e thin g o r n ot P e rsonal h el p
.

t o sol ve p e rsonal p robl ems is al ways a l a rge p art o f a

sa l e sman s du ty
’
.

Q u es t io ns on th e Prin c ipl es of S a l es m an s h ip

1 .Wh at are th e five facto rs in a sal e ? Il l ustrate

th e im p o rt ance o f each o f th em .

2 Wh a t is th e best gene ral p re p a rat io n for re tail

.

sell in g ?

3 Why is it imp orta nt that sal e smen m f orm th em

.

sel ve s ab ou t c o m p e tin g l ine s o f goo ds ?

4 S u mmariz e th e diff e ren t el ement s o f su cce ss in

.

s ell in g .

5 Wh at are th e five distinc t st ep s in m akin g a sal e ?

.
 TH E PRIN CI PLES OF S ALES MAN S HI P 435

6 . I ll u strate the imp ortance an d v al u e o f sp ecial

p r e p a ra t io n f o r e a c h sal e .

7 De sc ribe th e ways in wh ich atten tion m ay be

.

s ecu r e d .

8 Why is it nece ss ary t o c re at e de sire f o r the th in g

.

in gene r al be fo re y ou intro du ce you r own special go o ds ?

9 H ow do y ou devel op inte re st in y ou r own sp ec ial
.

go o ds ?
10 . Wh at are the th ree l ea din g metho ds of cl osin g
e
s al s ?
11 Wh at is me ant by keepin g th e p rosp ect al ways
.

on the de f en sive ? H ow do e s Kn o x il l ustrat e th is ?

1 2 H ow do y ou h an dl e cu stome rs wh o mak e ap point
.

ments t o go to you r h otel at a ce rtain h ou r ?

“
1 3 Wh at is th e diff e rence be tween in te re st in you r
.

” “ ”
go o ds an d de sir e t o b u y ?
 T H E P RA CT I CA L P RO CES S O F S EL L I N G

WE h ave e d the th e ory o f mak in g a s al e b u t

stu di ,

the p rac tise is o ften w idel y diff e rent f ro m th e th e ory ,

an d in any case we m u st a dap t ou r th e ory to c ircu m

st ance s at al m ost eve ry ste p .

Ret ail S el lin g

A r e ta il sal e sman waits on custo me rs who c ome to his

c ou nte r A ttentio n an d th e best kin d o f att ention h as
.
, ,

been sec u re d for h im B u t th e re is imp ortant wo rk for

.

h im t o do an d h e mu st c oncent ra te all h is m in d on
,

th a t
. I t is to mak e th e sal e as l arge a s p o ssibl e y et be
,

su r e th e c u st o me r goe s aw ay f eel in g pl eas e d with h im

s e l f an d th e s al e sman .

Th e fi rst ste p is t a ct fu l l y t o draw ou t th e cu stome r

an d s ee j u st wh at h e or sh e do e s want U su al l y th e
.

cu stomer s min d is vagu e A want h as been f el t b u t

’
.
,

l ittl e th ou gh t h as been given a s t o h ow it c an best be

satisfie d I t is th e sal e sman 8 b u sine ss t o cl arify th e
’
.

min d o f th e cu stome r an d p erh ap s for th e cu st omer s

, ,
’
 TH E P RA C T I CAL P R OCES S OF S ELLIN G 43 7

sui t wil l we ar wel l f or six m onth s h e will re al iz e th at ,

th e ch e ap e st su it in r e al ity is th e on e wh ich c os ts a
l ittl e m o re m oney an d h e will go a way f eel in g th at y ou
, ,

th e s al e sm an h ave p e r fo rme d a r e al s e rvi ce in h is

,

in t e r e st even if y ou did get ten dol l a rs m or e ou t o f his

p o c k e t th a n h e in t en de d to l et y ou h ave .

Th e nex t s t ep is t o mak e u s e o f th e o pp ortu n ity t o

tu rn th e min d o f a cu sto me r t o o th e r a rticl e s A gro ce ry .

“
s al e sm an excl aim s a s th e c u st o me r is l e avin g : We h ave
j u st got in a c arl o ad o f swee t j ui cy F l o rida o range s , ,

o nl y 45c a do zen
. Be tte r tak e some
. I t is a ch ance .

th e cu sto me r w il l n o t l ike t o miss A cu st omer is grate .

fu l to y ou f o r call in g attentio n t o anythin g sp ecial .

S el l ing to D eal ers

Th e sal e sman wh o h as a l arge l ine o f go ods on which ,

th e r e is k een c o m p etitio n w ith o th e r sa l e smen wh o c arry

s im il ar l ine s w il l o ften fin d it di ffic u l t even t o get a tt en
,

t ion . Th e sto rekee p e r is bu sy an d do e s n ot c a r e t o t ake

t h e time t o t al k He m ay h ave sp ent so mu ch m oney
.

al re ady h e is a fr a id o f be in g t em p t e d t o sp en d m or e .

P e rha p s b u sine ss h as been du l l an d h e h as m ade u p h is

m ind t o re st o n his c ars till h e h as sol d off some o f
h is st o ck .

Th e b o ok o f in stru c tion s given t o N atio n al Cash

“
Re giste r sal e smen says You mu st n ot p ro cee d on the
,

th e o ry th at st o rekee p e rs u su al l y kn o w wh at th e ir o wn
be st in t ere sts are T h ey don t No m an al ways do e s
.
’
. .

Th e m a j o rity o f men a re go in g c ontrary t o th e ir be st

in t e re st s eve ry day T h ey seem t o be al m ost wil fu l l y
.

bl in d to th e th in gs th at wou l d h el p th em an d m ake th em
”
bett e r o ff .

Wal kin g in an d sayin g t o a de al er I su pp ose y ou ,

”
do n t wan t anyt h in g t o day
’
is th e m o st ce rta in meth o d
-

,
“
o f ge tt in g t h e r e pl y No n oth in g
,
th at c an be
, ,
 HUMAN NA T UR E IN BU S IN ESS
ima gine d . I f , h oweve r, a s al e sman make s inqu irie s an d
l oo ks a rou n d th e sh el ves o r inqu ir e s o f th e sto ck b oy -

“
wh at is on han d h e may s ay as h e ente rs
, ,
I s ee
y o u h a ve o n l y t h r ee b r o o m s l e f t . O u r L it tl e P o l l y s e ll
in g a t 30 cen ts w ith c ol o re d h an dl e s wil l s ell two t o
, ,

o n e o f wh at y ou h ave been c arry in g

’
. Cou l dn t y ou u se
five dozen ? S u ch an op en in g w ou l d at l east ch all en ge
a t ten t io n an d if an o r de r f o r b ro o ms was n o t f o rth
,

c omin g it m ight Op en th e way f or s ome th in g el se

,
.

Th e deal e r is in b us ine ss to mak e m o ney . I f y ou s et

ste dfastl y o u t t o h e l p h im mak e m o ney an d y ou are

s u cce ss fu l h e w ill be y our f rien d bey o n d any qu e stio n

,

an d w il l give y ou o rde rs o n stan da r d l ine s in p r e fe rence

t o giv in g th e m t o s o me o th e r s al e sman . Th e first ste p

t owa rd su cce ss is fin din g a w ay to be o f s e rvice t o th e
i i
’
p r o sp ec t ive c u s t o me r an d,
if y ou can t d o t n any o t h e r

way y ou wan t to draw h im ou t an d mak e h im t el l y ou .

I f y o u can get h im t o go o ve r h is sto ck w ith y ou item ,

by item y ou are ce rtain to disc ove r s ome item h e re or

,

th e re on wh ic h y ou can real l y in trodu ce h im t o a p ro fit

abl e de al .

H ol din g su ch a cu stomer dep en ds on y ou r wisdom in

s el l in g h im th e r igh t th in gs an d c o n tin uin g to t a k e an
,

in te re st in wh at y o u s ell h im til l it is gone fro m h is

fl o o r I t is s ome times go od pol icy to tak e back the
.

g oo d s o n w h i c h y o u h a ve m a d e a m is t a k e . O r , p e rh a p s,

y o u w il l h a ve t o d ev is e s e l l in g
-
me th o d s t o enab l e h im t o

m ak e th em m ove Th e sal e sman wh o th ink s his w ork

.

is fin ish e d wh en the o rde r is b o ok e d m ak e s a b ig mistak e .

S u cce ss l ie s in th e ye a r s tota ls an d n ot in s in gl e sal e s

’
.

Th e sm al l mu st al ways be su b ordinate d to th e l arge r

int e re st .

I t o ft en h ap p en s th at a de al e r is st o ck e d w ith a ce rtain
ar ticl e an d s ays h e wil l w ait t ill y o u c o me a r o u n d a ga in .

T hree or fou r m onth s l ate r y ou c al l to fin d h e has j u st

 TH E P RA C T I CAL P R OCES S OF S ELLIN G 439

b ou gh t o f so me o th e r sal e sman H ow are y ou goin g t o .

fore stal l th at ?
F irst don t waste you r first opp ortu nity j u st becau se
,
’

th e de al e r is sto cked S h o w h im pl ainl y th e me rits o f

.

y ou r go ods in c omp arison with oth e rs F in d ou t exactl y .

wh en h e wil l nee d m o re st o ck S et th e date down in .

y ou r n oteb ook Get h im if p ossibl e t o give y ou an

.
, ,

o r de r de l ive r abl e at th at fu tu r e dat e an d h ol d it t il l ,

th e t ime c o me s A t an y r at e get h im t o p r o mise t o see

.
,

y o u be f o r e h e p l a ce s h i s o r d e r w i th a n y o n e e l s e W h en .

th e da t e app r oach e s w rit e h im an d r emin d h im o f h is

,

p r o m is e .

A de al e r wil l o ften c onsu l t his sal e s p e opl e an d th e .

-

sal e sm an mu st h ave th e ir goo d will A dre ss sh iel d .

-

sal e sm a n fin ds it u se ful t o p r e sent a p air o f sh iel ds t o

e ach o f th e girl s behin d the c ou nte rs with h is c om ,

p l im e n t s O. r as,
h e w a l k s in h e c a su a ll ,
y p l a ce s a

s am pl e o f h is goo ds be side th os e h e fin ds l yin g on th e

c ou n te r an d p o ints ou t t o th e h ea d sal e swoman th e

,

fine r p o ints o f diff e rence .

A sal e sma n w ith a wh ol e sal e l ine will very o ften give

all h is att en tio n t o ce rt a in st a pl e s o n wh ich p e rh a p s th e , ,

p r o fi t i s s m a l l in,
st e a d o f s tu d y in g o ve r h i s en t ir e l ine
t o s ee wh at new it em s h e m ay intr o du ce t o ol d cu st o me rs
o r wh at it em s wil l e a r n m o re p r o fit f o r th e h ou se I t is .

r o fi t t h e h o s e is a f t e r n o t v ol u me o f sal e s A l a rge
p u ,
.

wh ol e sal e gr o cery h ou se o nce re sol ve d t o l ook into th e

sal e s its men we r e m ak in g S ome o f th e ol d l ine men
.
-

h a d very h an dsome gr oss sal e s b u t on inve stigatio n it ,

w as f o u n d th a t t h ey we r e s e l l in g su ch s t a p l e s a s s u g a r

to a f ew l a r g e b u ye r s T h e . m o r e p r o fi t a b l e s p ec i a l t ie s

we re sl igh te d an d th e m ore trou bl e some sm all cus to me rs

,

were n ot v isite d Th e se sal esmen h ad l arge sal arie s

. ,

bu t t h e s m al l p r o fi t s o n th e ir s a l e s m a d e th em r e p r e s en t a

l oss t o th e h o u s e S o me
. o f t h em we r e s o we d d e d t o
440 HUMAN NA T UR E IN BU S IN ES S

gr o ss s al s an d e f ou n d it h ar d to p ick u p the l o ose

so

en ds an d devel op th eir bu sine ss on th o rou gh an d sc ien

tific lines th a t th ey h ad t o be displ a ce d by you n ge r men ,

who were will ing to bu il d u p on c orrect l ines .

S ell in g S pec ia l t ie s

Th e p e rfec tion o f s al esman sh ip is fou n d when a p erson

dev ote s h ims el f to on e thin g till h e is ab sol u te maste r o f
it .Hence th e sp ecial ty sal e sm an h an dl in g f o r ex ampl e , ,

a cash re giste r o r a typ ewrite r a gas l ighte r o r a p enc il

-

,
-

sh a rp ene r a sp ec ial b ran d o f u n de rwe ar or a sp ec ial

,

mak e o f c orse t bec ome s th e m o del for the wh ol e sellin g

,

worl d .

Th ee ta il o r whol esal e sal esman with a line o f go ods

r

can n ot ve ry we ll fo ll ow a set s ell in g tal k th o as a -

matte r o f fac t he sh ou l d be su ppl ie d with m any sel l in g

t al ks .I t is th e sp ec ial ty sal e sman w h o m us t h ave his
s el lin g t al k thorou ghl y w o rke d o u t be f or e h e se ts ou t
-

at all .

First, h e go e s t o a sel ecte d p ro sp ec t It may be a .

p e rs o n wh o h as an s we r e d an a dve rt is emen t o r a c ircul ar

l e tt e r Or it may be a p e rs on in a h ous e on a ce rta in
.

sel ec t e d s tr ee t He p r e p a re s h ims el f by fin din g ou t in

.

a dvance as m u ch as p ossibl e ab ou t th e p ros p ec tive cu s

t o me r A t any r a t e h e inqu ire s at th e a dj o in in g h ou s e
.

th e name o f th e p e rs on s o wh en h e ente rs h e can ask ,

fo r Mrs J one s
“
o r wh a t eve r th e n ame m ay be
.
, .

T h en h e gets fu l l an d u n divide d attentio n by some

s p ec ial me th o d u n l e ss th at h as been s ec u r e d f o r h im in
,

a dvance by a dve rtisin g: Un til h e h as th at attentio n h e

r e fu s e s t o be gin his s ell in g t al k I f th e p e rso n is t oo
-
.

b u sy to see h im h e t ries t o m ak e an oth e r app oin tment .

In an y c as e h e h ol ds h im sel f in r e serve o r u ses so me

, ,

devi ce or r ema rk wh ich will s ecu re f o r h im p rop e r at

t ention .
 TH E PRA CT I CAL PR OCESS OF S ELLIN G 44 1

Be fore l au nching in to th e me rits o f his goods h e tries ,

to get in to sym p a th etic h a rm ony with h is p rosp ect .

Th e p rosp ect is inte re st e d in h is own trou bl e s an d o f , ,

c ou rs e th e sal e sman is in tere ste d in h is b u t the s al e s

, ,

m an mu st l ea rn to th ink first o f the oth e r fell o w an d

th en o f h ims el f In many c ase s h owever n ot onl y will
.
, ,

th e sal e sm an h ave attention b u t h e wil l h ave r eal inte r e st

,

al r e ady d evel o p e d in h is own go o ds The case s are f ew .

,

h owever wh en it is j u stifi abl e t o pl u n ge at o nce in to

,

th e me rits o f you r o wn go o ds Th e ru l e sh ou l d al ways

.

be the customer s p ersonal inte rests first one s own

,
’
,
’

a fte rw ard !
Th e first c on side ra tio n is pre senting Wh at y ou h ave
t o sel l in a cl ea r an d un de rstan dabl e styl e S ampl e s .

an d m o del s ar e u su all y nece ssary P ictu r e s m ay s ome .

t ime s be us e d by p r e fe rence o rigin al p h o to gr aph s

,
Th e .

expl anation sh ou l d be entir el y free fro m an y c on fu sin g

el ements Th e sal esm an mu st p ractis e o ve r an d o ver
.

a gain till h e can t ell a cl ea r dir ec t c o n dense d s im pl e

, , ,

sto ry . Any su ggestion of va gu eness or h azine ss may

p r o ve f a t al .

I f a man sm ok e s a fiv e cent cigar h e wil l n ot be in

-

flu en c ed by th e f act th at Mo r gan Carne gie V an de rb il t , , ,

Astor an d R o ck e fel l er s moke a certain fifty cent cigar

,
-
,

f o r h e is n ot in te re ste d in fifty cent c igars at all b u t -

,

if h e is bec o min g in ter e ste d in a ce rta in ten cent c igar -

,

an d l ear ns th at th e s e men sm ok e this p a rticu l a r b ran d

an d l ike it it p r odu ce s a tr emen dous eff ect on him

,
.

P e o pl e are l ik e sh eep In th eir cl ass th ey want to go

.

with th e c rowd Wh at h app ens ou t of their cl ass in

.

flu en c es th em l ittl e .

Until a m an thinks h e h imsel f l ike s y ou r goo ds a fte r ,

y o u h a ve ex pl a ine d th em t o h im f u ll y an d c l e a rl y h is ,

decisio n to b u y is p owe r f ul l y a ff ect e d by kn owin g wh at

o th e r p e rs on s o f h is acqu ain tance h ave dec ide d f av or
 442 HUMAN NA T UR E IN BU S IN ES S
bl y or even p e rson s o f wh om he h as h ea rd o r strange rs
a , ,

h e can identify . I t o ften h app en s th a t a n ew l ine o f

g oo d s can n o t be s o l d u n t il a s t a rt h as been ma d e T h e .

ea siest cus to me rs are taken first e special l y th o se wh o ,

a r e p e rs o n al l y kn own t o th e s al e sman He go es to his

.

frien ds first o f all T hen wh en h e go e s t o stran ge rs h e

.

can say S o an d so h as b ou ght or h e can sh ow origin al

,
- -

t estim on ial l ette rs f r o m th em .A b o ok sal e sman will

o ften w ork in a to wn f o r th r ee o r f ou r wee ks with ou t

g e tt in g an o r d e r . T h en o n e w il l d ec id e in h is f av o r ,

an d h e sp re a ds th e news o f th at an d o th e rs c ome f ol , ,

l o win g l ik e sh ee p o nce the ic e is b r oken

,
P e opl e are
.

m ost influ ence d by th o se th ey k no w T h ere fo re stron g .

p r in t e d t e s t im o n i a l s f r o m di s t in g u i s h e d p e rso n s d o n o t
h ave th e we igh t l o c all y th at l o c al t e stim on ials h ave .

Th e sp ec ial ty s al e sm an w il l th e re f o r e set ou t first o f al l

.

t o get th e l o c al cl e rgym an s ch ool su p e rinten dent l awye r

, , ,

o r b us ine ss man o r th e o ffi ce rs o f ce rt a in cl u b s o r o th e r
,

o r gan iza tio n s . T h ese are o ften m o re in tell ectu al an d

in de p en den t in j u dgment T h ey kn ow th e distin gu ish e d
.

p e r s o n s w h o h a ve g iven p r in t e d t e st im o n ia l s a t l ea s t ,

th ey kn o w th em by r e pu ta tio n an d th en th ey in tu rn ,

v ou ch for th e goo ds t o th e l o c al p e o pl e wh o dep en d on ,

th em fo r w ise dec isio ns Ge ttin g th e ente rin g we dge

.

in this way is ve ry o ft en e ssential to makin g real sal es .

The Prim ary S el l in g T a l k -

Min ds m ove w ith diff e rent rat e s o f cel e rity S om e .

men will s ize u p a p ro p osal an d m ake th eir decisions

in th ree o r fou r m inu t e s Oth e rs w il l do n o th in g t il l
.

th ey h ave th ou gh t ab o u t th e m a tte r fo r an h ou r Yet .

even th e qu ickest dec ider do e s n ot c ar e to act til l h e

h as got an ide a o f all side s o f th e su bject till h e h as ,

th o u gh t ab ou t eve ry e ssen tial p o in t .

Th e p rimary sel l in g t al k is a b rie f vigo r ou s b u t com

-

, ,
 TH E PRA C T I CAL PR OCES S OF S ELLIN G 443

p l et e p r es en ta tio n o f th e wh ol e sal e s argu ment j u st as ,

a sal e s l e tte r sh ou l d be a
-
b rie f b u t c ompl e te sal e s tal k -

th e c ircu l a r a l on ge r an d f ull e r t al k f o r th ose wh o wish

m ore than is given in the l e tte r whil e th e f oll ow u p ,
-

is f or th ose wh o se min ds mu st go ove r the su bject a

nu mber o f time s An d even for the sl ow thinke r get
.
,

t in g o ver th e wh ol e su bjec t so th at h e see s al l sides o f

it at the ou tse t wil l h el p th e sal e sman t o fin d ou t wh e re
th e p re ssu r e nee ds t o be p l ac e d .

In th e p rimary s el l in g tal k w e u n de rtak e in the

-

b rie fe st an d m ost emph atic styl e t o c over th e entir e

su bjec t s tar tin g w ith a tt entio n secu r e d devel o p ment o f
, ,

int e re st in go o ds o f th e gene ral n atu r e off e re d ex pl ana ,

t io n o f th e sp ec ial me rits o f ou r goo ds an d p ro o f

thr ou gh th e t e st im o ny o f o th e rs an d cl osin g o f th e sal e
,
.

Th e goo d s al esm an b rin gs th e cu st ome r u p t o th e p oin t

o f givin g an o r de r . I f h e seems t o be r e a dy t o dec ide ,

th e sal e sman p ro cee ds t o try t o t ake h is or der I f it .

is cl e ar that h e is n ot r e a dy th e sal e sm an c ar e f ul l y
,

a v o ids all owin g him sel f t o be tu r ne d down draws back , ,

an d st a rts on h is s ec o n dary s ell in g t al k -

.

T h e S ec o n dary S el l i ng -
T alk

The p rima ry s ell in g t al k be ars the s ame r el atio n t o

-

th e sec on dary s el l in g t alk th at th e sal e s l e tte r do e s to th e

-

acc omp anyin g circu l ar Th e m an wh o is imp rest with

.

th e p rima ry s ell in g tal k w an ts t o kn o w m o re ab ou t th e

-

matter be for e h e m akes u p h is m in d S o th e sal e sman .

sim pl y st a rts a gain on th e ex pl an atio n o f h is goo ds f ro m

th e ve ry be ginn in g I f th e p rim ary sell in g talk h as

.
-

been a su ccess attention h as been secu r e d so th at ste p

,

do es n ot nee d to be r ep eate d Ar gu ments on the val u e

.

t o th e cu st omer o f h avin g s ome th in g o f th at s o rt o ften

ar e th e m ost im p ort ant th in g in th e sec o n dary s el l in g

t alk. V ery l ik el y in th e p rima ry sel l ing tal k th e situ a -

444 HUMAN NA T UR E IN BU S IN ES S
tion of cu stomer has n ot b een canvasse d very care
th e
fu ll y as h is de sir e fo r s omethin g o f th is s o rt w as
,

a ssu me d or th e s al e sm an was s o mu ch in t e r e st e d in ex

p l a in in g h is goo d s th a t b e ne gl ec t e d t h e c u st o m e r s p er
’

s o nal situ ation an d c o n ditio n o f mi n d .

Or p ossibl y th e m in d o f th e cu stome r h as not b ecom e

, ,

cl ear on th e sp ec ial a dvan tage s o f y ou r goods in com

p a r i s o n wi th o th e rs . O n t h a t p o in t h e m a y s ay n o th in g ,

b u t th e sal e sman wh o kno ws h is c om p etitio n th or ou ghl y

will gu ess the trou b l e an d p r o cee d to give an an al ysis
o f th e p o in ts o f diff e r ence Usu al l y it is n ot difficul t
.
,

t o draw a cu sto me r o u t if y ou ask h im Wh at h e p articu

l arl y l ik e s ab ou t th e oth e r go o ds if y ou do it in a spirit
,

o f en tir e fa irne ss t o y ou r c o m p e tit o r I t neve r doe s

.

“ ”
to kn o ck a c omp etitor b u t a ph il osophic an d f air
,

expl an ation o f diff e rence is s el do m a miss an d o ft en is ,

th e ve ry th in g th at w il l dec ide th e sal e .

Fin all y y ou m ay n ot h ave b rou gh t en ou gh in flu ence

,

to bear o n th e min d o f th e c u sto me r t o m ake h im dec ide

as y ou wish Go o ve r you r t e stim on ial s a gain even see
.
,

if y ou do n ot nee d to get s ome wh ich y ou fin d l acking .

In any c ase try t o fin d ou t fro m th e cu stome r j u st wh at

,

wou l d influ ence h im an d devel o p t o the be st a dvantage

,

wh at y ou al re ady h ave .

Th e sec on dary s el l in g t al k is l onge r th an the first

-

an d sh ou l d be th o r ou gh o n all p h a se s o f th e canva ss o n

wh ich th e sal e sm an kn ows from exp e rienc e sp ecial at

t en tion is de sirabl e .In sh ort it is th e c ompl e t e sel l in g
,

tal k o f which th e p rimary s ell in g tal k is a c on den se d

,
-

ou tl ine .

T h e T e rt iary S el l ing T a l k -
 TH E PRA CT I CAL PR OCES S OF S ELLIN G 445

r easo n he o u gh tbe abl e to get his order I f he f ail s

to .
,

h e sh ou l d t ake a r a dical l y diffe rent l ine o f attack .

Th e t e rtiary sel l in g tal k is m ade u p o f an swe rs t o

-

o bjec tio ns The p ro sp ect if h e h as n ot tu rne d y ou

.
,

down fl atl y m ay h ave in h is min d ce rtain stu mbl in g

,

bl o cks which keep h im fro m co min g ove r Th ey may .

n ot be en tirel y cl e ar t o h imsel f a n d fi rst o f all it wil l

, , ,

be the du ty o f th e sal e sman to draw h im ou t an d ge t

at h is o bjectio n s I t is u su ally wel l to go at this h e ad
.

on ra th e r t h an be at ab ou t th e b u sh I f th e p ro sp ect
.

h as o bject ion s th e so one r y ou fin d ou t wh at th ey are th e

,

be tte r T h en y ou wan t t o meet th em s qu ar el y f rom

.

h is p o int o f view Many sal esmen re fu se to l ook at

.

th in gs f ro m th e cu st ome r s p o int o f v iew an d so f ail t o

’
,

ente rtain h is objections at al l I t takes an e ff ort to .

see th in gs as th e oth e r f ell ow s ee s th em b u t su ccess in ,

s e ll in g r e sts on m akin g th e e ff o rt th at is nece ssary an d

p a t ien tl y tr y in g t o s e e j u st h ow h e f ee l s ab o u t th e

matter I t is you r on e ch ance to get him on you r

.

side . H e m ay exa ggerat e some p o in t o r h is p oint m ay ,

be well taken an d y ou h ave t o sh o w h im th at h e sh oul d

!

weigh th e argu ments b oth fo r an d a gainst an d decide

o n th e side o f th e gr e at e st we igh t S ome sal e smen will
.

never a dmit th at an objection exists at al l Wh en th e re .

is a real objection it is far be tt e r t o a dmi t it f rankl y

,
.

Often th e cu st ome r me rel y wan ts t o m ake y ou a dmit

th at a ce rta in o bjec tio n ex ists I f y ou r e f u se h e gets
.

so w o rke d u p ab ou t m akin g y ou see th e p o in t th at h e

fin al l y decides n ot t o b u y I f y ou a dmit it so that h e

.
,

e t it o fi h is m in d h e i s th en r e a dy t o c o n side r som e
g s ,

o f y ou r a r gu men ts an d yi el d to th em .

I t is al ways a m istake to argu e with a cu stome r ab ou t

a nyt h in g .You do n o t nee d t o agr ee with h im in eve ry
’

th in g h e h as t o say You c an state you r ca se sharpl y

.

an d cl e arl y B u t a ft er y ou h ave done th at y ou sh ou l d

.
,
 HUMAN NA T UR E IN B U S IN ES S

st o p .
k
To ee p o n g o in g o ve r y ou r ca s e as h e k ee p s o n

g o in g o ve r h is c a s e i s a l w a y s a m is take I t.is f a r be t t e r ,

o nce y o u h a ve st a t e d y o u r p o in t o f v i ew s im p l y ,
t o

ch an ge th e su bj ect o r m aintain a dign ifie d sil ence .

A sal es m an wh o is in th e fiel d wil l s oon l earn wh at th e

st an a
d rd o bjec t io n s a r e We . w il l r e f e r t o a f e w w h i c h
a re a l m o s t u n i ve r sa l a n d w il l ill u s t r a t e h ow t o h an d l e
ot h e rs th a t a re p a r t i c u l a r t o a g iven b u s ine ss .

“
O bjec t io n : We ll I ,
w ill t h i n k it o ve r a n d i f ,y o u

a r e c o m in g a r ou n d t h is w a y g a a i n in a wee k o r tw o I ,
”
m ay dec ide to do so me th in g .

Answe r : “
Mr J ones y ou un de rstan d this su bject
.
,

bett er to day righ t n ow th an y ou wil l two o r three

-

, ,

weeks h ence You h ave al l o f th e facts in min d To

. .

m orrow y ou wil l inevita bl y h ave l ost s o me p e rh ap s on e ,

th ir d an d in tw o o r th r ee weeks y o u will h ave natu ral l y

,

a n d inevi ta b l y f o rgo tt en two th ir ds o f t h em -

Th at is .

n o c ritic ism o f y ou : it is me r el y th e statement o f a

wel l e stablish e d p sych ol o gic al p rinc ipl e You c oul dn t
-
.
’

h el p it to sa ve y ou r l ife NOW is th e time y o u c an

.

mak e a w is e dec isio n I f y ou h ave ma de u p you r m in d

.

y o u o u g h t t o h a ve t h is th in g s a y s o n
,
o w a n d ge t t h e

th in g o ff y ou r m in d s o y o u c an give y ou r a tt ent ion

,

t o o th e r ma tte rs I f y ou do n o t h ave th e m oney n ow

.
,

s et th e t ime wh en y o u w ill h ave it an d we wil l mak e

del ive ry th en B u t y ou ou gh t t o dec ide wh il e y ou can

.

do so with greate st in t ell igence an d kn owl e dge .

“ ”
Objecti on : I mu st c onsul t my wife ( T. h e s ame
appl ies t o any oth e r p e rson ) .

“
Answ e r : Y ou r w ife knows n othin g wh ateve r ab ou t
th is ma tt er I f y o u f eel that y ou mu st de p en d on h er
.

j u dgment l et u s m ak e an app o in tment wh en I can meet

,

h er an d w e wil l go o ve r th e m atter to ge th e r
,
I t is o nl y .

r ea so n abl e th at if sh e is t o dec ide sh e sh oul d be pl ace d

in p osition to j u dge intel l igentl y A t any time y ou

.
 TH E P RA C T I C A L P R OC ES S OF S ELLIN G 447

wish to m ake th e ap p ointment I wil l keep it , ! Neve r

.

e r m it a p e r s o n w h o kn o w s n o th in g a b o u t y o u r p r o p o s a l
p
to p a s s o n it .Y o u m a y be ve r y su r e t h a t even i f y o u r

r o s p ec t ive c u s t o me r i s h im s e l f ve ry en t h u sia s t i c h e w il l
p
e s en t y o u r c as e b a dl y O f t en a s al e sm an de p en ds o n
p r .

h im bec au se h e h a s so mu ch influ ence with th e p e rson

t o be c o n su l te d I t mu st be remembe r e d h oweve r th a t
.
, ,

h e h as n o t been t r aine d as a sol ic itor n or h as h e m aste re d ,

you r c anvass an d so h e is su r e t o p re sent th e c as e j u st

,

as an y o th e r be ginne r o r am at eu r w o u l d You wou l dn t .

’

wh o w asn t p r e p ar e d : don t s en d
’ ’

0 do y o u r t al k in g fo r y ou h ow ,

eve r mu ch influ ence h e m ay h ave Go with h im you r .

sel f an d th en y ou wil l h a ve h is infl u ence c ou pl e d with

,

you r own skil l in p re sentin g th e c ase ! .

“ ”
Objection : I c an t aff o rd it
’
.

An swe r : S h ow in de ta il h ow h e can t afford n ot to ’

,

an d a rgu e th e w is do m o f l ook in g f o rw a r d t o th e l a rge r

c onside rations s o as t o get the gre atest go o d in th e en d

even if so me temp orary sa crifice s h ave t o be ma de I f .

nece ssary go in to th e cu sto me r s p rivat e aff airs an d h el p

,
’

h im fi gu r e o u t j u st h ow h e can get th e m o ney .

He re is th e w ay a Na tion al C ash Re giste r sal esman -

h an dl e d th at o bjec tio n on on e o cc asion :

“
You c an n ot ex p ect t o run a sto re with ou t l osin g a
qu arte r a day as a r e su l t o f mistake s in ch ange an d ,

t wen ty fiv e cent s a day m or e f o r f orgott en cha rges can

-

,
“ ”
y o u ? No .

“
T h at b sol u t e l o ss You bel ieve the Re gister
is an a .

wil l st op th e se l osse s an d ab sol u t ely p ay f or itsel f in a

sh o rt t ime I f y ou l ose h al f a dol l ar a day an d th er e
.
,

a r e 3 1 2 w o rk in g days in a ye ar y ou l os e $ 1 56 a ye ar ,
.

In ten ye ars you r ab sol u t e l oss is at l e ast an d ,

y e t w h a t d o I a sk f o r my Re gist e r w h ich is a n in su r ,

ance p ol icy a gainst this l oss o f m oney ? I do n ot ask

448 HUMAN NA T UR E IN BU S IN ES S

$4 60 f or t en yea with onl y on e s i xt eenth of 1 p er

'

rs -

cent ch ance o f l oss Al l I ask is $42 5 You h ave j u st

. . .

insu re d y ou r st o r e f o r a yea r f o r t en ,

ye ars Acc o rdin g to fire in su rance statistics y ou h ave

.

j u st o n e ch ance in sixteen hu n dre d o f bein g bu rne d ou t .

T hink o f it ! Onl y on e ch ance in A n d y et y o u

a re n o t will in g t o t ak e th at ch ance an d y ou a re righ t ,

n ot t o t ake it . You r l oss o f m o ney throu gh n ot h avin g

th e re giste r is dea d ce rta in w ith n o ch ance ab ou t it
, ,

an d y o u can insu r e a gain st th a t l o ss f o r l e ss m o ney th an

y ou h ave j u st ins u r e d a ga ins t th e o n e in sixt een h u n - - -

ch ance o f fire A s a l evel h ea de d bu siness man

.
-

can t u n de r th e circu mst ances aff ord to tu rn my pro

’
, ,
”
p o sit io n d o wn .

P ers o nal Ch ec k
’
T h e S al e s m a n s -
up

A chain is n o stron ge r th an its weak est l ink an d to ,

mak e a goo d s al e sm an y ou must h ave al l th e el ements

r ight .Be fore y ou start in y ou sh ou l d ch ec k y ou rsel f
o ve r t o see if y o u a re p rop e rl y p r e p a r e d an d a ft e r y ou ,

s ta rt y o u sh o ul d u s e th e c h eck ca rd sh o wn be l o w t o fin d
-

ou t at j us t wh a t p o in t y o u a re we ak s o y ou m ay c o n ,

centra te yo u r a tten tion on th at p oin t He re is the sh ee t .

fo r th e p rel im in ary p e rso nal ch eck u p -

A re y ou h eal thy so y ou can tal k with lif e an d ene rgy

,

an d w ork st e adil y ?

Have y ou sel f c on fiden ce an d faith in your goods as

-

well as in you rsel f ?

 TH E P RA C T I CA L P R OC ES S OF S ELLIN G 449

A r e y ou th or ou ghl y f amil ia r wi th th e merits of you r

go o ds ?
A re y ou fam il ia r with th e merits an d deme rits of

c omp e titive go o ds ?
Have y ou stu die d the sp ecial cir cu m st ance s ch ar ,

a ct e r an d nee ds o f y o u r cu st o me rs a s a cl ass ?
,

H ave y ou a sel l in g tal k o r p l an o f canvass b ase d on

-

th e be st av ail abl e ex p e r ience o f o th e rs wh o h ave r e al l y

su ccee de d on y o u r sp ec ial go o ds ?

F in al l y do y ou w o rk h ar d en ou gh ?
,

ow wh en y ou m ake y o u r c anv ass k ee p a r ec ord o f

efl p e r s o n a p p r oa c h e d o n a c a r d l ike th e f oll o win g to

see at wh at p o in t y o u a r e we ak s o th at y ou c an c on
,

centrate on that ste p in y ou r c anva ss

C u st
. Desi re
f e el s h is f o r yo u r C l o sed
n eed Go o ds

PS Y C H O L O GI C A L S EL L I N G H I N T S —S U GGE S T I O N
“
Th e w or d su gg stio
e n has bec ome p opu l ar throu gh
th e u se o f it in c onnec t io n with hyp n o tism .Eve ry idea
p u t in t o a m a n’
s m in d t en d s t o p r o d u ce ac t io n u n con
”
s c io u sl y an d imme di at el y . S ay e ast t o a m an an d
h is b o dy w ill u nc o n sciou sl y sw ay sl igh tl y t owa rd th e
—
e ast se sl igh tl y th at onl y th e del ic ate instru ments o f
th e p sych ol o gic al l ab or a t o ry c an de tec t th e m ovement .

In o r din ary l ife th er e is a mu l titu de o f c omp etin g su g

g e stio n ,
s a n d s o we h ave c o me t o d e p en d o n r ea so n t o
450 HUMAN NA T UR E IN BU S IN ES S
dec ide wh ich we sh al l act on In th e case o f hyp n otism
.

an a r tific ial sl ee p is p r o du ce d wh ich sh u ts ou t al l o th e r

influ ences exce p t th at o f th e o p e rat o r an d th en th e ,

s l igh t e st su gge st io n p r o du ce s a c t io n h o weve r ab su r d, .

A s a p r inc ipl e o f p sych ol o gy in bu sine ss su gge stio n ,

is an a pp e al t o th e s u bj ective m in d th at a cts sp o n
t an eo u sl y an d imme diat el y in st e a d o f t o th e r e aso n in g
,

m in d th rou gh argu ments In a dve rtisin g su ggestions

.
,

a r e given m ost o bv io u sl y by p ic t u r e s Loo k a t a p ictu r e

.

o f a b oy e atin g a w at e r mel o n wh ich h e s eem s t o be

enj oyin g an d a t o nce y ou r m ou th w ate rs an d y ou

,

to b u y a w a te rmel o n so y ou can e at it t o o Th e p ic tu l ,
.

o f th e Jap a l a c girl app l yi n g th e p a in t th e p ic tu r e o f

- -

th e c an an d th e p ec u l ia r n ame al l t en de d says Wal t e r

, , ,

D il l S c ott to m ake h im f eel th at h e h ad o ften s een

,

Ja p a l ac u se d so th at wh en h e went to a s to r e to b u y
- -

so me th in g o f th is s o r t h e im a gine d f rien ds h a d t ol d h im

it w as a go o d th in g an d h e h a d s een th em u sin g it tho ,

a fte rw ar d h e c ame t o th e c o nc l us io n h e h a d neve r seen

a can o f Jap a l ac excep t in th e a dve rtisements

- -
.

T h er e are two dist inct ways o f m akin g a sal e : by

a rgu ment in wh ich y ou t ry t o co nvince a p e rson s r eas o n ’

th at h e ou gh t t o b u y th e go o ds ( th o p e o p l e a re o ft en
c onvince d th at th ey ou gh t to do a th in g y et fail to do ,

it ) an d by su gge stio n in wh ich f or ex a mpl e a wo man

, , ,

s ee s h e rs el f we a r in g a c o at o r a m an s ee s th e sm o o th
,

w o rk o f a fou nta in p en in th e h an ds o f th e s al esm an ,

o r th e ve rb al su gge stio n is given th at th e m a n s wif e

’

w ou l d dou b tl ess be pl e ase d at th e ap p e arance o f a given

h at .

Pu t p e rso
a n in th e w ay o f s ee in g a n d d o in g an d
th ink in g ab ou t th e l i ttl e de ta il s an d h e f all s in t o a mental
 TH E P RA C T I CAL P R OCES S OF S ELLIN G 4 5 1

S e l l in g to women is ve ry l argel y by su ggestion an d al l ,

p e r s o n s a r e f a r m o r e infl u ence d by su gge st io n th a n th ey

ima gine f o r a m o men t .

S u gge stio n a c ts th ro u gh in du cin g th ou ght cu rrents -

al on g th e hab it l ine s inside th e b rain A t a me re t ou ch

-
.

th e th in gs be f o r e kn o wn an d s een p r o du ce p ictu r e s wh ich

l ea d t o new c omb in at ion s su ite d t o p re sent c o n ditio n s .

An oth e r way to pu t it is to say that th e ima ginat ion is

“
t o u ch e d Let u s re a d again th e sectio n on Hu m an
—
.

”
Natu e H ow t o H an dl e I t wh e re th e wh ol e su bject
r ,

is il l u strate d in de tail .

The D a n ge r of N e gat iv e S u gges t io n

I t is al most a n ational h ab it fo r s al e smen to get at a

th in g fro m th e ne gative side You do n t w ant to b u y
’
.

” “ ”
a h at to day do y ou ?
-

,
Answe r No p recisel y what ,
“ ”
was su gge st e d I th ou ght y ou didn t says th e sal e s ’
,

m an . To b r e ak th is h ab it o f ne gative su gge st ion f or it ,

is l ittl e m o re th an a b a d h ab it is on e o f th e fi rst du ties

,

o f th e stu den t o f s c ien t ific s el l in g .

“
You h ad bette r take f ou r c ol l ars so a s t o h ave some ,
”
o n h an d th e nex t t ime s ays th e sal e sm an
,
makin g ,
“
p os it i ve su gge s t io n s . He r e i s a $ 4 p a ir o f s h o e s be s id e
th is $ 3 p air .T h ey p rob abl y wil l we ar en ou gh l onge r
”
t o mak e u p th e diffe rence in c o st twice o ve r A gray .

o ver c o at w ou l d j u st m ake th at new gray su it o f y ou rs

c ompl e te Let me h ol d th e goo ds u p beside th e su it

. .

”
Wou l dn t th at l ook n obby ?
’

M ost cu stome rs do n ot th in k for th emsel v es an d ,

s al e smen o u gh t t o h el p th em do th e ir th inkin g Th e .

n atu ral thin g is in diff e rence an d f ail u re to ac t Wh en .

p pe o l e d o n o t kn o w w h a t e l s e t o d o t h ey d o n o,
th in g .

I t is th e b u sine ss o f th e sal e sm an t o p u t a mu l titu de o f

littl e p ositive su gge stio n s into th e ir min ds wh ich wil l
t en d to pro du ce actio n an d if th e se su gge stion s w ith
, ,
452 HUMAN NA T UR E IN B U S IN ES S
th e ir sl igh t st i
mu l u s to action f ol l o w e a ch othe r in ,

th e righ t o r de r an d with th e s timul atin g p r e sence o f a

p os it ive sa l e sman be h in d eve r y o n e t h e r e su l t w ill in ,

evitabl y be go od bu sine ss Th e cu st ome r wil l r eall y be

.

s e rve d an d h e w il l be grat e fu l H e will c ome back to .

th e sa l e sman wh o c ou l d h el p h im th ink .

A v o id Ex c e s s iv e Fa m il ia rity
P e opl e shrin k from to o cl ose con tact with other hu man
be ings p e rh aps rep el l e d by th e p e rso n al odor each
,

ca rrie s ab ou t with h im ; o r el s e a sense o f privacy m ak es

u s f ee l th at a t o o f am il ia r sl a p o n th e back takin g h ol d ,

o f th e c o a t o r a rm o r stan din g t o o cl o se t o th e fa ce a re
,

r e p ell en t .Neve r shak e y ou r fin ge r in a m an s fa ce ’

.

Neve r tou ch h im u n til y o u h ave c o me on t o groun d o f

c om ra de sh ip with h im I t is even bette r n ot t o sh ake
.

h an ds on mee t in g a man ; b u t if th e in t e rview h as been

o f th e r igh t so rt y ou o u gh t to be abl e t o sh ak e h an ds

wh en y ou l e ave h im an d m ake it sign ifican t o f th e sp irit

o f h el p fu l ne ss wh ic h y ou h ave been t ryin g to devel o p

in y ou r sal e s tal k -
.

—
In sh ort don t o ve rdo anyth in g Cu l tivat e an al e rt
’
.
,

r e s e rve n o t th e r e se rve o f in diff e rence b u t th e p ositive

re se rve o f s el f r e s tr ain t o u t o f a s en sit ive c onside r at io n

-

f o r th e o th e r f e l l o w In o th e r w or ds cu l tiva t e resp ect

.
,

f o r y o u r sel f an d r e sp ec t fo r h im T imidity an d r e ti .

cence or n atu ral diffiden c e ar e to be o ve rc ome b u t a t ,

the s ame time av o id th e o th e r ex treme o f u n in tel l igen t

a ggr e ssivene ss an d o ff en sive f am il ia rity In all thin gs .

cu l tivate the gol den mean .

Q u e s t io ns on th e P ra c tic al P ro c es s o f S el l in g

1 . De scribe the p ractic al proce ss o f retail sell ing .

2 . Describe th e p ractic al p r o ce ss o f sel l in g to deal e rs .

3 . Wh at argu ment app eal s chiefly to deal e rs ?

 TH E PRA CT I CAL PR OCES S OF S ELLIN G 453

4 . Wh at is the sec re t of h ol din g de al e rs once y ou

g et th em ?
5 Wh en y ou fin d a de al e r is st o cke d h ow do y ou
.
,

l ay t h e f ou n dat ion f or ge ttin g h is next o rde r ?

6 Why is it imp ortant t o get th e goo d wil l o f th e
.
-

r e t ail cl e rks ?

7 H ow sh oul d a s al e sman h an dl e a l a rge l ine o f

.

go o ds ?
8 . Why
is th e p er fecte d a rt o f sal e smanship fou n d
in h an dl in g s p ec ial t ie s ?
9 Wh at a re th e first ste p s in m akin g a sal e ?
. H ow
is u n divide d a ttentio n to be secu r e d ?
1 0 H ow is symp ath et ic h arm ony with th e prosp ect
.

e stabl ishe d
1 1 Wh at is th e first great el ement in p re senting th e
.

me rits o f you r go o ds ?
1 2 In wh at w ay c an r e fe rence t o th o se wh o h ave
.

al re ady b ou gh t be u se d to be st a dvantage ? H ow im
p o r ta n t is it th a t a man kn o w wh a t o th e r s th ink o f y o u r

goo ds ?
13 . Wh at is the pu rp ose an d ch aracte r of th e primary
sell in g t al k -

1 4 Wh at is th e p u rp o se an d me th o d o f th e s ec on dary
.

s ell in g t al k ?
-
H o w doe s th e s ec on da ry s ell in g tal k com
-

p a r e in l en gth w ith t h e p r im a ry ?
1 5 Wh at is th e pu rp os e an d ch a racte r o f th e te rtia ry
.

s e l l in g t al k
-

1 6 Why is it a m istake t o ar gu e with a c u sto me r ?

.

1 7 H ow w ill y ou an swe r th e m an wh o says h e will

th ink it o ve r ?
1 8 H ow wil l y ou answe r th e m an wh o says h e wil l
.

c onsu l t h is wife ?
1 9 H ow w il l y ou an swe r th e m an w h o says h e c an t
’
.

aff o r d it ? H ow do e s th e N ation al Ca sh Re gister an swe r

-

th at objec tio n ?
454 HUMAN NA T UR E IN BU S I N ES S
20 . H ow do y o u fin d j us t wh e re y ou r weak p oin ts
a re so y o u c an r em ove th em ? Desc ribe th e p e rsonal
ch eck -
up in de ta il .

21 . Wh at is su gge stion an d h ow do e s it w ork ?

22 . Wh at are the dan ge rs o f ne gative su ggest ion ?
23 . Why is it desirabl e to avoid excessive familiarity ?
MO DEL S ELLI N G T A LK F O R -
HO U S E -
TO -
HOU SE
CA N VA S S

The f ol l o win g m o del sel l in g ta l k on the Ma tchl es s Gas -

Ligh te r w as p re p a re d by J O Ball sal es mana ge r of . .

,
-

th e S teel S tam p in g Co .

“
S ays h e Th e a gen t can mak e su ch ch an ges as h e
,

f ee l s nece ssary b u t fr o m my ex p e rience I ea rnes tl y rec

, , ,

o mm en d th a t be f o r e h e p ro cee ds t o s e l l th e Ma tc hl e ss

Gas Light e r he sh ou l d ca re fu ll y mem o riz e this sell in g

-

”
tal k .

F irst fin d ou t fro m th e p r ece din g hous e th at y ou

,

v isit wh o l ive s next do or T h en with a l igh te r in you r .

,

h an d a p p ro ach th e h o us e an d a fte r kn o c kin g o r rin g

, ,

in g th e be l l wh en s ome o n e c ome s to th e doo r inqu ire

, , ,

I s Mrs J one s in ?
”
.

I f Mrs J one s h e rsel f c o me s to the doo r an d r e pl ies

.

th at sh e is Mrs J one s y ou can p r o cee d w ith th e r e gul ar

.
,

s e l l in g t al k I f Mrs J one s do e s n o t c o me t o th e door

-
. .
,

b u t a ch il d c ome s to th e door it is u su all y be st t o say , ,

“
I sh ou l d l ike ve ry mu ch to sp e ak to Mrs Jo nes if .

”
sh e is n o t b u sy .

B u t if a w o m an o r m an c ome s to th e do o r wh o y ou
th ink w ou l d be a go o d p rosp ect ive bu ye r it is j u st as ,

well t o r e sp on d ,

I t is n ot nece s sary f o r y ou to c al l Mrs J one s as

“
.
,

”
y o u w il l d o qu it e a s we l l .

T h en y ou c an p r o cee d with th e r e gu l ar tal k as foll ows

”
I am dem ons tratin g th e Mat chl ess Gas Lighte r -
.
 TH E P RA CT I CAL PR OCES S OF S ELLIN G 455

As n as y ou make th is statement start to snap pin g

s oo ,

th e l igh t e r an d dem on stratin g it t o th e cu st ome r Do .

n o t h ave th e l igh te r in a b ox an d sto p t o take it ou t a s

,

th is del ays th e sal e an d give s th e p ro sp ec tive cu sto me r

t ime to th ink o f o bjec t io ns an d y ou do n ot attra c t ,

a tten tio n to y ou r ar ticl e qu ickl y en ou gh B u t if y ou .

h ave th e l igh t e r h an dy an d be gin sn ap p in g it imme

diatel y sh e n atu ra l l y w at ch e s th e sp a rk an d y ou h ave
, ,

c ove re d su cce ss fu l l y th e first p oint in th e sal e attra ctin g ,

attention I f y ou c on tinu e to sn ap th e l igh ter th e cu s

.
,

t ome r w ill see ex a c tl y h o w it is do ne a n d h ow simpl e it

is. Be side s y ou will fin d th at many women wil l be j u st
,

a l ittl e startl e d th e fi rst t ime o r two th e l igh te r is sn ap t

an d w il l j u m p sl igh tl y I f y ou c ontinu e t o snap it
.

r a p idl y t wenty o r th ir ty t ime s wh il e y ou ar e t al kin g ,

th ey w il l so on get u se d t o it A s s oo n as y ou h ave .

m ade th e statement th at y ou are demo ns tratin g th e

Mat chl e ss Gas Ligh ter pro cee d with you r sel l ing tal k
-

,
-

a s f o ll o ws

Th e M at chl e ss Gas Ligh te r wil l save you r time

-
It .

is in st antane ou s an d y ou do n o t h ave t o strike m at ch e s

,

o n th e wall st o ve o r w o o dwo rk
, ,
Ne ith er do y ou nee d .

t o h ave an y u n sigh tl y san dp ap e r a rou n d .

“
I t is cl e ane r th an m at ch e s an d do e s aw ay w ith all ,

dirty b u rn t m a tch e s a r ou n d th e stove N o d ou b t y o u .

o ft ent ime s w ish e d th at y o u c o u l d el im in at e al l dirty

m atch e s a r ou n d th e stove an d th e Matchl e ss Gas Lighte r

,
-

do e s th at f o r y ou .

“
You wil l al so fin d th at th e Mat chl e ss Gas Ligh te r is -

mu ch m o r e c o nvenient th an m at ch e s You can p ick u p .

th e l igh t e r an d l igh t th e gas qu icker an d m o r e e asil y

t h a n y o u c ou l d p ick u p a m at c h an d s tr ike it an d th en
'

li gh t th e gas .

Th e Ma t chl e ss G
as -
Ligh te r is mu ch safe r th an
m at c h e s . Fire s a r e o ft en c au se d by mat ch es wh en th ey
456 HUMAN NA T UR E IN B U S IN ES S
bec ome overh eate d on a gas stove You h ave n o dou b t-
.

h ad th is h a pp en wh e r e th e wh ol e b ox w ou l d ign ite an d
, ,

s o me time s w o men a re ve ry s eve rel y b u r ne d wh en a wh ol e

b ox o f m a tch e s c at ch e s fire M ice o ft en ch ew m atch e s

.

a n d st a r t fi r e s P iece s o f m at ch e s o ft en fly o ff an d burn
.

th e h an ds o r f a ce You w ill n o t h ave any o f th e se

.

”
dan ge rs w ith th e M at ch l e ss Ga s Ligh t e r -
.

A t th is p o in t in t h e sal e it is wel l t o h ol d th e Match

l e ss Gas Ligh te r cl o se t o th e h an d an d spark it sever al
-

time s t o sh ow th at it w il l n o t b u rn .

A fte r c ove rin g th e se fou r ste p s in y ou r sell in g t alk -

y o u s h ou l d c r e a t e a d e s ir e f o r p o ss e ss io n in t h e m i n d
o f th e c u sto me r Yo u a re n ow r e a dy t o c re at e a dec is io n
.

to b u y . A dec isio n t o b u y is a men tal p ro ce ss an d t o ,

a rrive at a dec is io n it is nece ssary t o c o n sid e r th e p r ic e

an d t o we igh th e de s irab il ity o f th e a rt icl e a gain st th e

’

p r ice in o r de r t o d ec id e t o b u y T h e r e f o
. r e a t t h is s t e p
o f th e sal e it is t ime t o in tro du ce th e s ell in g p rice o f

th e gas l igh te r
-
.

I t is done by fi rst sh owin g th e savin g o f th e gas

l igh te r an d h o w mu ch c h e a p e r it is to u se th e ga s l ighte r -

th an to u se m at ch e s A fte r m ak in g th e sta tement ab ou t

.

el imina tin g the dan ge rs o f m atch e s th rou gh u sin g th e

l igh te r y ou can th en p r o cee d as f oll ows
,

You can s ave m oney by u sin g th e M atchl e ss Gas

Light e r as it is c h e a p e r th an m at ch e s
,
On e sp ark p o in t
.

will su p pl y over l igh ts T h en a new s p ark p oint

.

can be p u t in as th e l igh t e r w ill l a st in defini tel y

,
New .

sp a rk p o in t s a r e sol d 3 f o r 1 0 cen ts T h is make s

'

o ve r l igh ts f o r 60 cen ts incl u din g th e p rice o f

,

th e l ighte r wh ich is 50 cen ts

,
In th e o r din ary b ox o f
.

match e s for 5 cents th e r e are su pp o se d t o be 500 m at ch e s .

T h ey u su al l y r un ab ou t 450 A t th is r at e th en y ou .
, ,

will pay for m at ch e s Th e sp a rk p o in ts fo r

.

th e l igh te r th e r e f o r e c o st l e ss th an o n e tenth as mu ch as
, ,
-
 TH E P RA C T I CAL PR OCES S OF S ELLIN G 457

ma t c h e s I f y ou bu y th e l igh te r f or 50 cents an d three

.

extra p o in ts f o r 1 0 cen t s , y
o u w il l h a ve a t o t a l inve st men t
of 60 cents wil l get
an d l ights an d m at c h e s ,

c ost You will th e r e fo r e s ave 70 cents an d h ave

‘

, ,

th e l ight e r be side s You can s ecu r e extr a sp ark p oints

.

3 f o r 1 0 cen ts by writin g th e manu fac tu re rs an d th e ,

sp ark p o in ts w il l c o st j u st on e t en th as mu ch as y ou -

f orme rl y p a id f o r m a tch e s .

A t th is p o int y ou sh ou l d get a decisio n t o b u y b u t ,

m any p e o pl e dec ide t o b u y some th in g an d do n o t r e sol ve

t o b u y it righ t away In o rder t o get a r e sol u tion to
.

b u y at th is time an d get th e m oney it is o ft en nece ssary ,

t o r eview b riefly th e va riou s sell in g p o ints o f th e l igh te r

an d th en t o su gge st b u y in g n ow Th e f ol l owin g c on .

el u sio n to th e m o del sel l in g tal k is th e re fore su gge ste d

-

, ,

t o get a r e sol u tio n t o b u y a t th is time

Th e M at ch l e ss Gas Ligh t e r wil l th e r e fore save y ou
-

, ,

m oney an d be side s it w il l ( 1 ) save you r time ; ( 2 ) wil l

,

m ake you r kitch en an d gas stove cl e ane r th rou gh n o t

-

h avin g a l o t o f bu rn t m at ch e s ar ou n d ; ( 3 ) it wil l be
mor e c onven ien t th an m atch e s ; an d ( 4 ) it wil l be very
mu ch sa fe r an d el imin at e al l dan ge r o f bu rnin g y ou rsel f
as we l l a s th e dan ge r o f fire f ro m m at ch e s I h ave sol d .

s eve ral in th is ne igh b o rh o o d t o day an d do n ot ex p ec t

-

t o be a r ou n d th is w ay a ga in so if y ou de sir e th e l igh te r
,
”
I wil l l e ave o n e w ith y ou .

A t th is p o in t y ou sh ou l d off e r th e l igh t e r t o th e cu s
t o me r I f y ou do n ot su ccee d in m akin g th e sal e m any
.
,

o f ou r a gen ts o ff e r as a l ittl e in du cement o n e envel o p

c ontainin g thr ee extra sp ark p oints with th e l ighter for

50 cents S ome o f ou r m ost su cce ssfu l a gents mak e th is
.

ofi er an d it o f t en m ake s th e sal e
,
.

I f y ou get al on g as fa r with th e sel l in g t al k as ou t -

l ine d an d y ou o ffe r th e l ight t o th e cu sto mer at th e con

,

el u sio n I bel ieve th at y ou w ill fin d in th e m a j ority o f

, ,
458 HUMAN NA T UR E IN BU S IN ES S
case s th e cu stome r wil l give y ou th e m o ney an d you
,

will be en abl e d t o eff ect the sal e imme diatel y .

I f f o r an y r e as on th e cu sto me r h as n ot th e m oney at
th e time an d r equ e sts y ou t o c al l l ate r th e ch ance s are ,

th at sh e h as dec ide d t o b u y th e l igh t e r an d it is u su al l y

,

a dvisabl e t o m ake a n a r ra n gemen t a t a mu tu al l y c on

v en i en t t ime l at e r o n in th e day o r p e rh a p s th e f oll o w

,

in g day t o call an d del ive r the l ighte r an d c ol l ect the

,

Q u e s tio ns
1 . What e p aration fo r this sal e is ma de ?
p r

2 . H ow is a tten tion attracte d ?

3 Wh at gene ral a rgu men ts ar e u se d t o in du ce a
.

des ire f or some thin g be tte r th an m at ch e s ?

4 Wh a t sp ec ial a rgu men ts are u se d t o devel op in
.

t erest in th e Ma t chl es s Gas Ligh t e r ? -

5 H ow is th e sal e cl o se d ?
.

I f p ossibl e p r o
,
c u r e a M a t c h l e s s Ga s Ligh t e r by -

writin g to th e S teel S tam p in g C o mp any 1 43 West ,

Au stin Avenu e Chicago an d a fte r mem orizing th is talk,

, ,

g ive it be f o r e th e c l a ss .

S pe c ia l A s s ignm en t

T ak e me articl e with which y ou are fami l iar or

so

ab ou t wh ich y ou can l earn fu ll y an d p r e p a re a sel l in g

,

t al k c o mpl e t e in all its p ar ts y et su ffi c ientl y b rie f

,
.

Ca re fu l l y fi gu re h ow mu ch time an a gen t can afi ord

t o give t o makin g a sal e y et e arn en ou gh m o ney t o p ay
,
.

F irst c onsider th e v al u e o f h is time ap art from th is

,

sp ec ial work an d th en s ee h o w f a st h e must w o rk du rin g

,

th e day t o earn th at m oney .

 TH E P RA C T I CAL PR OCES S OF S ELLIN G 459

C O MPLET E CA N VA SS T O S ELL T H I S B O O K “

C a n v as s fo r th e B u s in e ss Man ager— Pr e pa rat io n

F IRS T be su r e h e is p ayin g attentio n to y ou
, If .

seve ral p e rson s a r e st an din g ar ou n d w aitin g to see h im , ,

g r a ce f u l l y s t e p a s id e t il l th ey c a n be a t t en d e d to If .

th e man s m in d s eems en gro sse d with l e tte rs h e is r e a d

’

in g o r a t el e gra m h e h as j u st r ece ive d o r s ome thin g

, ,

th a t ap p e ars t o w orry h im do n t sp o il you r ch ance by

’
,

g o in g b l i n dl y a h e a d Q u ie tl
. y a n d p at ien t l y wa it u n t il
y o u c a n h a ve h is f u l l a t t en t i on I f h e t el ls y ou to go
.

ah e a d w ith wh at ou h ave t o say excus e y ou rsel f an d

y ,

say y o u p r e f e r t o wa it I f nece ssary ins ist on call ing

.
,

a n o th e r day .

A l l th at is u su al l y nece ssary t o secu re a ttention is

s im pl y t o w a it p at ien tl y u n t il y o u h ave it Wh en y ou .

c an c o mm an d y o u r s el f by sel f re stra int y ou p u t you r -

s el f in c o mm an d o f th e situ at io n an d o f yo u r p ros p ec t .

Wh en at l ast y ou h ave his u n divi de d attention what

, , ,

sh al l y o u s ay fi r st ?

Ce rtainl y n o th in g ab ou t the b oo k H is th ou ght is on .

h ow t o m ak e m or e m oney S ta rt j u st wh e re h is th ou ght
.

a l e a dy is
r — o n h ow h e can m ake m o r e m o ney .

“
I f all you r c orr e sp o n dents de p artment man age rs , ,

s t en o gr aph e rs a n d c l e rk s c ou l d l e arn t o wr it e c o rrec t

,

an d e ff ec tive l e tt e rs w o u l dn t th ey be w orth at l e ast

’
,
”
2 5 p er cent m o r e to y ou ?
.

P e rh ap s at th is p o int th e bu sin e ss m an w il l exp r e ss

h im sel f qu ite v igorou sl y ab ou t the l ett e rs etc wh ich ,
.
,

his cl e rks write an d p e rh ap s h e will say n othin g at all

,
.

’
I f h e tal ks l et him tal k u ntil h e h a s finish e d b u t don t
, ,

be l e d astray by h im S tick t o y ou r l ine . .

‘
Th e new sc ient ific meth o ds o f pu ttin g pu l l into
’
,

T h e t e s t im o n i a l s i n t h i s c a n v a s s a r e al l g e n u in e an d th e n am e s r eal .
4 60 HUMAN NA T UR E IN B U S IN ES S
l e tt e rs, c ircu l ars ,
an d a d
vertisements h ave actu al l y been
t au gh t in a l a r ge nu mbe r o f ca se s s o th at th e r e tu rn s
, ,

on l e tte rs we re inc r e as e d 1 0 50 even 150 p er cen t o r

, ,
.

m ore I sh ou l d l ike t o sh o w y ou c op ie s o f a f ew p e rsonal

.

l e tte rs c on tain in g simpl e r ec o rds o f FA CT S th at y ou ,

”
m ay s ee wh at o th e rs h a ve done .

Th e f ol l owin g gen u ine l e tt e rs sh ou l d be care f ul l y

c op ie d ofl each l etter o n a sep arat e sh eet o f fine whi te
, ,

b on d pap e r A t th e top pl ace th e w ord COPY

. As
e a ch l ette r is h an de d ou t th e s ol icit or shou l d rapidl y
,

t el l wh at h app ene d in th at in st ance a s ,

“
Mr Este p
,
.
,

th e w rite r o f th is se rie s o f th ree l e tte r s w as a y ou n g ,

m an in the p osition o f assista n t m an a ge r wr itin g be au ti ,

fu l l y c orrec t l e tte rs all ve ry ne a t an d im p r e ssive ; b u t

,

p u t t in g P U LL in t o t h em inc r ea s e d th e b u s ine ss th ey g o t
r l 5 —
nea y 0 p er cen t h al f as mu ch a gain a c tu al c ash
b u siness w ith the same identical exp en ditu re o n p osta ge ,

cl e rk h ire an d b rain e ff o rt on the p art o f th e write r

-

,
-
.

T hat 50 p er cent was cl ear p rofit n et gain

.
— .

Devel op a simil ar tal k on each o f th e oth e r l e tte rs an d

g ive th e t a l k as y o u h an d o u t th e l e tt e r s W a
. t ch t o s ee

th at y ou r t al k do e s n ot t ak e m or e time th an is requ ir ed
t o r ea d th e l e tte r .

The se p e rsonal l e tte rs were written to Mr Co dy c on .

cern in g h is c o rr e sp on dence c ou rse an d p rivate instru o

t ion ca rds f or b u sine ss men n ow inc orp or a te d in thi s
,

b oo k .
 TH E P RA C T I CAL PR OCES S OF S ELLIN G 461

50 PER CEN T . MORE B U SI N ES S F ROM IN QUI RIES

From A ssis tan t Man ager R D Nu ttali P ittsbu rgh
. .
,

A ss o cia te F irm of Wes tin gh ou s e Com bin a tion ,

Larg es t a n d Ol des t Man u fa c tu rers of

Machin ery Gears in the -

Cou n try
Mr . She rwin Co dy,
Chica go , I l l .

De ar S ir : I a m encl osin g a sec on d l ot o f l etters for

y o u r in sp ec t io n an d c r iti c ism a n d I a l s
, o s en d y o u a ga in
th e first b u nch I su bm itt e d in c ase y ou de sir e to m ake
,

a c omp arison .

I h ave su ccee de d in h avin g ou r qu otation form

c h an ge d an d h ave a dde d th e gu aran ty on t h e b a ck as
“ ”
a tal kin g p o in t-
in my l e tte rs Re su l ts are what.

sho w im p ro vement D u rin g th e sixty days p rior to b e

.

g inn in g y o u r c ou r s e I r ece ive d ex a c tl y 2 5 p er cen t of .

o rde rs wh e re I m ade qu o t at io n s an d in th e nex t sixty

days th e p e r centage h a d a dvance d to 3 6 Ou t o f 487 .

qu otations 1 7 6 o r ders r e sul te d T his is c on sider e d a

,
.

very good ave rage in this bu sine ss an d th e re is n o ,

qu e stio n th at th e imp rovement h as been brou ght ab ou t

by a doptin g you r ide as gaine d from th e c ard l essons .

You m ay pu t me down as bein g very well satisfie d .

L H ES T EP . .
,

Ass ist ant Manager .

FIVE MONTH S —
LATER 7 5 PER CEN T . OF REPLIES TO A

CIRC U
LAR LETT ER

Dear Sir : You m ay be inte re ste d in h aving a c opy

o f a c ir cu l a r l e tt e r wh ich is b r in gin g 7 5 p er cen t o f .

r e pl ie s.

M ore th an h al f o f th e se r epl ie s h ave been m ost en

co u r a i
g gn ,
a n d s u ch a r e f o ll o we d u p by sp ec ia ll y d ic

ta t e d l e tt e r s su,
it in g e a ch c a s e w h ic h h ave
,
b r ou g h t u s

n
i fo r ma tio n w e nee d i n o r d e r t o make a p p
r o o sit io n .
4 62 HUMAN NA T UR E IN BU S IN ES S
We h ave al re ady a s a re sul t o f l ess th an 300 original
,

circu l ars b o oke d some a ctu al o rde rs an d are in c om

, ,

m un icat io n with a su rp riz in g n u mbe r o f m il l s with

which it is f air t o assu me we wil l do bu sine ss an d wh ich ,

we will add to ou r list of p e rmanent cu sto mers .

L H ES T EP . . .

Two YEARS —
LATER MR CODY .
’
S S EARCH IN G U
Q ES T I ON S

“
Q u stio
e n s y o u h ave p u t u p t o me h ave r eq u ir e d s tu d y
an d in ve stiga tio n wh ich h ave r eve al e d u n fav o r abl e c o n

ditions acc ou n tin g f or so me o f ou r trou bl e s—h ave l o

c ate d th em an d p u t u s in p osit ion t o r eme dy th em .

“
I f a man do e sn t at l e ast kn o w all th e de t ail s o f his
’

o wn bu sine ss be f o r e h e go e s ve ry f ar w ith y ou h e isn t

’
,

g e t t in g a l l t h e v a l u e h e c an f o r h i s m o ney f o r a,
s I s,
a id
o nce be fo r e y o u can a sk qu e stio n s a b ou t a b u siness I
,

h ave been in fo r n ine years th at I c a n t an swe r an d

’
,

y o u h ave s t a r t e d inve s t ig a t io n s h e r e in m a ny l ine s th a t

”
even y ou probabl y neve r c on templ ate d .

L H ES T EP
. . .

REW ORDIN G LETTERS B RI N GS OVER ADDIT I ON AL

B US IN ESS
32 9 Arsenal Av e In dianapol is
, ,
I nd .

Mr . S h erwin Co dy ,
1411 S ec u rity B l dg , Ch ica go , I l l
. .
 TH E P RA C T I CAL PR OCES S OF S ELLIN G 4 63

Now, l a st ye ar ou t o f my 90 to 1 2 0 inqu irie s I c ou l d

get o nl y to worth o f bu siness an d f rom ,

2 5 t o 35 e
o rd rs .

With you r h el p I got 43 orde rs ou t of 7 1 inqu iries

,
‘

an d w o rth o f b u sine ss an d ou t of the 46 inqu iries

,

I got 2 8 o rde rs am ou nting to

I wan t to di g down int o th at l o ck b ox matter again -
,

an d I bel ieve we can make it even m o re e ff ective .

You rs very cordi all y ,

H GARD .
,

Adv Mgr Comb ination o f F ive Companies

. . .

—
Note I n this
case c on dition s were the same as they
ha d been f or s o me ye ars p ast o r m ore u n favorabl e as
, ,

th e h ard t ime s h a d c u t do wn th e inqu irie s to ab ou t h al f .

Yet a t o tal o f 1 1 7 inqu iries we r e m a de t o yiel d

as a gain st n o t t o excee d f ro m 1 2 0 inqu irie s .

TH E R EW ORDIN G OF A F EW LETT ER S M EAN T

w orth of bu sine ss in exce ss o f what h ad ever
be for e been receive d .

JAP GETS 2 2 9 $ 1 5 ORDERS OU T OF 350 CIRC U LAR

LET TERS

Yamato Co New York .

,
.

Dear Mr Co dy : I sent ou t th e encl ose d l etter to 350

.

name s sel ecte d from ou r best cu stomers encl osin g a ,

s tamp e d p o st c a r d
-
Ou t o f th is 350 I r eceive d 2 67 p o st
.

cards Of th e se 2 67 p e opl e onl y 38 r e tu rne d th e go o ds

.
.

Th e o ffe r c ove r e d a sto ck o f t abl e c o ve rs we c ou l d n ot

-

m ove an d fo r wh ich we aske d $ 1 5 This is th e be st

,
.

r e tu rn I h ave got in th e se p ast ten m o n th s .

You rs tru l y ,

MOCK J OYA .

—
N ote This l ittl e Jap knew l ittl e or n o thin g o f adv er
tisi g or
n e ven o f Ame r ic a n b usine ss me th o ds wh en h e
464 HUMAN NA T UR E IN BU S IN ES S
be gan t o stu dy with Mr Co dy H is c onse rv ative u ncl e
. .

w ou l d n o t even p rin t a smal l circu l ar Th e l etter fol .

l o we d a su gge st ion o f Mr Co dy s th at th e be st w ay t o
’
.

s e ll J a p ane se goo ds was t o t el l a f airy sto ry in r e ga r d t o

th e m an u fa c tu r e o r in ex p l an atio n Of th e de sign s
, It .

w as a wel l dev ise d story o f th is kin d th at b r ou ght th is

-

r ec o r d r e tu rn— ab ou t $ 1 0 f or every c ir cu l ar l etter

mail e d .

FROM F ORMER ADVERTI SIN G MAN AGER OF ONE OF TH E

LARGES T D EP ART MEN T S TORES IN T H E WORLD
N AME ON REQUEST
Mr M L H em inway
. . .
,

S al e s M ana ge r Ch arl e s A Eat on Co

, . .
,

B ro ckton M ass ,
.

De ar S ir : I am gl a d t o en dorse a gain Sh e rwin Co dy s ’

System o f Le tte r Writin g You a sk in wh at w ays th e

-
.

c ou rse is benefic ial I t is as if a fath e r t o o k h is son

.

aside an d pu t h im next t o th e game Co dy is a p ra ctic al .

bu sine ss m an an d h as de al t so l on g with p ra ctic al men

,

th at h is w rit in gs get r ight down to b rass tack s I f y ou .

we r e go in g t o sta rt a new sal e sm an in y ou r b u s ine ss ,

y o u c o u l d t ake h im a sid e an d t e ll h im in a n in f o r m a l w ay
l ots o f thin gs y ou p r ob ab l y w ou l dn t wr it e ou t You ’
.

t ell h im h ow t o go e a sy w ith th e o l d m an th e re an d h ow ,

t o k ee p f ro m s te p p in g o n th e to e s o f th is o th e r m an .

You t el l h im s ome o f th e m istake s th at h ave been m ade

an d wh a t y o u l e a rne d by th em In Sh o rt y ou give h im
.
,

s tan dp oi n t .Now th is is wh at Co dy do e s m o re th an an y
,

o th e r w r it e r I eve r r e a d — h e gives y ou stan dp o int .

Al th o I p ass for a cap abl e l ette r wr iter I take my h at off -

t o Co dy . You rs trul y ,

Adv Manager . .

—
N ot e I n r e pl y to a l e tte r a skin g th e qu e stion
“
To ,
 TH E P RA C T I CAL PR OCES S OF S ELLIN G 4 65

wh at extent h ave y ou f ou n d S h e rwin Cody s c ou rs e ’

”
beneficial an d in wh at way ?
, Empl oyee s o f ab ove firm
h ave b ou gh t h u n dre ds o f Mr Co dy s b ooks an d cou rse s
.
’
.

TH E CH I CAGO AS S OCIATION OF COMMERCE

Mr . S h e rwin Co dy,
1 41 1 S ec u rity B u il din g,
Ch ic ago , I l l .

De ar Mr Co dy : I am qu ite famil iar with you r works

.
,

an d h o ne stl y I do n ot bel ieve th e r e ar e an y o th e r b

p u

l ic ation s in th e fiel d th at can be gin t o c om p are with

y ou rs al on g th e l ine o f p l ain simpl e En gl ish c ompo
,

s itio n — h ow t o m ake p e opl e t al k in a s traightforwa rd

way on p ap e r .

T he re is n o dou b t in my min d b u t th at th e avera ge

I sin ess l e tt e r is o f a ve ry l o w stan dar d an d ce rt ainl y ,

y o u d e s e r ve m u c h c r e d it f o r th e m ast e rl y m anne r in
wh ich y ou h ave gone ab ou t t e ach in g h igh er e du cation
p a r t ic u l a r l y in b u sine ss c o rr e s p o n dence .

I sh al l be ve ry gl ad t o aid y ou in an y w ay an d at any
t ime th at I may be o f s erv ice . S ince r el y you rs ,

WALT ER D M OODY .
,

( A t th e t ime o f w r it in g) G ene ral Mana ge r .

Prim ary S e l l in g T a l k fo r t h e
-
B u s in ess Mana ger
B o ok agents wh o are skil fu l mak e it a p oint never to
carry a b o ok in th eir h an ds Eith er th ey h ave a se rvant
.

f ol l owin g in th e r e ar t o c arry th e b o ok o r th e b o ok is ,

co nce al e d in a l arge inside p o cket I t is mu ch m ore .

e ff ective t o c ome in an d sit down with n othin g b u t you r

h at in you r h an d o r some o r din ary th in g l ike that
,
.

Coming w ith n o th in g in y ou r h an ds h el p s to get atten

tio n in th e first p l a ce an d sittin g with n o th in g in you r
,

h an ds h el p s t o p iqu e cu rio sity T ravel ing sal esmen

.

call in g on a new p r osp ect wh o doe s n ot kn ow th em ,

4 66 HUMAN NA T UR E IN B U S IN ES S
l eave th e s ampl e case on th e floor ou tsid e the door , or

in a c orne r .

In case o f the canvass on the b ook H ow to Deal

with Hu man Natu r e in B u siness it is imp ortan t to kee p ,

eve ryth in g ou t o f sight til l nee de d You draw th e .

l e tte rs fro m a s tou t man il a envel op ( if p o ssibl e o n e o f

dark c ol o r th a t w ill n ot s o on l ook s oil e d ) wh ich y ou ,

t ak e f ro m an in side p o cke t o r h an db a g N o t u ntil th e .

l e tte rs a r e a l l r e a d do y ou p r o du ce th e b oo k itsel f fro m a

h an db ag o r a s p ec ial in side p o cket t ak in g it ou t with ou t ,

a tt ra c t in g a tt en tion wh il e th e eye s o f th e man ar e o n

,

th e l ast l e tte r .

Yo u a r e n ow r ea dy to give you r p rimary canvass on

th e b o ok .

“
In th at b ook Mr S mith h as been r e prin te d Mr
,
.
,
.

"
Co dy s c o rr es p on dence c ou rs e on H ow t o Deal with
’

H u m a n N atu r e in B u sine ss wh ich sol d at $ 10 to $90 ,

’
, ,
”
drew fo rt h the l e tte rs wh ich y ou h ave j u st r ea d .

D on t h an d the b ook t o the bu sine ss m an th o h e wil l

’
,

p r o b a b l y a t o nce r e a c h f o r it an d it w il l r eq,
u ir e so me
a p l o mb o n y o u r p a rt t o r e fra in f ro m l e ttin g h im t ak e

it int o h is h an ds an d be gin tu rn in g th e p age s o ve r at

,

r an do m I f h e be gin s t o do th at h o weve r y ou h ave

.
, ,

l o st c ont rol o f th e situ a tion an d wil l fin d th at y ou are

a l l at s e a n o t kn
,
o w i n g wh a t h is m in d is fi x t o u — w h e th e r

o n wh at y o u a re sa yin g o r o n so me th in g ent ir el y diff e r

,

en t wh ich h e h ap p ens t o h ave f ou n d in th e b o ok

,
Th e .

w ay t o do wh en h e re a ch es fo r th e b ook is t o r ise gr ace

ful l y as if y ou didn t see h im an d p l a ce you r ch a ir
’
, ,

be side h is so y ou can tu rn o ve r th e p ageS o f the b o ok

,

an d Sh o w h im th e go o d th in gs wh ich y ou fin d qu ickl y ,

th ro u gh h avin g c ommitt e d t h e p a ge s t o mem o ry .

Wh il e y ou are risin g an d t akin g you r new p osition

be side th e man y ou say ,
“
Mr Cody s meth od is n othin g b u t c omm o n sen se
.
’
 TH E P RA C T I CA L PR OCES S OF S ELLIN G 467

ap p l i ed t o de al in g with hu man n atu re in bu sine ss an d

'

u si n g the En gl ish l an gu a ge in a direct an d f orce fu l

styl e .

T u rn to p age 75 .

F o r insta nce Mr Cody starts ou t by s ayin g Don t

,
‘
.
,
’

begin all y ou r l e tte rs in the same well worn ste re otyp e d -

,
‘ ‘
fash ion with e st eeme d f avo r an d h o n o r t o in fo rm
’ ’ ’
, , ,

a n d al l th at You w ou l dn t tal k l ike th at D on t writ e

.
’
.
’

l ike th at .

“
You k no w p e rf ec tl y well h ow s tiff al l th at j argon
m ake s b u sine ss l e tte rs an d if y ou c oul d cl e an ou t o f ,

you r c orre sp o ndence every ste re o typ e d phrase you

wou l d s impl y D ELI GH T you r cu stome rs by you r
n atu ral an d stra igh tforward simpl icity .

“
You see th e au th o r o f th is b ook give s l ette r a fter
,

l e tt e r written in th e e asy c onversational styl e h e a d

, ,

v oc at es .

“
Her e on p age 82 y ou see h is attitu de t owar d
, ,

c oll o qu ial isms an d sl an g H omel y c onversation al ex .

p r e s sio n s y ou kn o w ,
a r e t h e ve r y l i f e,
o f b u sine ss l e tt e r s ,

th o sl an g t o u ch e d w ith vul ga rity is a l ways Off en sive .

You neve r saw a b o ok on c o rr e sp o n dence be for e wh ich

‘
drew th e l ine s o n atu rall y so sen sibl y so c omm on , ,

s en sibl y if I m ay u se th e exp re ss io n
,
’
.

B u t Mr Co dy ge ts r igh t do wn to b rass t acks an d

“
.

sh ows y ou wh at is b a d an d wh at is goo d F or ex ampl e .

,

h e r e on p age 91 y ou fin d a p oo r answe r t o an inqu iry

, , ,
’
an d j u st bel o w th e r e ar e n o t e s t ell in g wh at s th e m at te r

at eve ry p oint Th en y ou h ave th e right an swe r prope rl y

.

written with re asons why foll owin g

,
.

On p a ge 104 Mr Co dy give s h is S ystem for Han dl in g

.

e
Corr sp o d n ence — tell s h ow y ou c an wr it e on e hu n dre d
m ast e rl y l etters a day in st e ad o f th r ee o r fou r maste r
p iece s an d n ine t y s even c o mm o np l a ce l e tte rs
-
By t h is .

syst em Mr Co dy says h is sten ograph er h as an swe re d

.
4 68 HUMAN NA T UR E IN BU S IN ES S
th r ee fou rth s o f all h is c orre sp on dence entirel y in h is
-

l an gu a ge an d in h is V ERY B ES T LAN GUA GE th at

, ,

h a s been c ar e fu l l y c o rrec t e d an d r evise d m any t ime s .

He says sh e c an be at h im as a c orre sp on dent ten to on e , ,

”
by u sin g this system .

T u rn ove r to p age 1 2 7 .

B u t th e gr e at thin g in gett in g b us iness is k no win g

h ow t o de al w ith h u m an n atu r e .

“
DO y ou r l ett e rs all seem t o run ab ou t th e same
l en gth ? Th e fi rst s te p t ow ar d sk il f ul h an dl in g o f c o r
r e sp on dence is wr it in g a l o n g l e tt e r wh en a l o n g l e tt e r

is nee de d an d a sh o rt l e tte r wh en a sh o rt l e tte r is nee de d

, .

“ ‘
He re y ou see is a s ectio n on H ow t o Writ e a
, ,
‘
Le t te r T h at Wil l Get A ttent io n ( p age
’
H ow t o
Write a Le tte r Th at Wil l Devel o p Int e rest ( p a ge 1 32 ) ’

‘
H ow to Write a Le tt e r T h at Wil l Com p el an An swe r ,

an d th en a s e rie s o n h an dl in g diff e ren t kin ds o f cu s

‘
t o m ers ( p a ge Th e Re ason abl e Cust o me r ( p age
’

‘ ‘
Th e I rritabl e Cust o me r ( p a ge H ow to DO
’

‘
B u sine ss With a Wom an ( p age H ow t o Write to
’

a Lady on a Del icat e M atte r an d so on ,

’
( D o n t .s h o w ’

any m or e titl e s f or th ey will p robabl y produ ce a l e ssen

,

—
in g in te re st an an ti cl im ax ) -
.

A sal e s l e tter ou ght t o be c on stru cte d on a re gul ar

sy st em i f it is t o get b u sin e ss He re ( on p age 1 93 ) y ou
.

wil l fin d th e syst em in a n u tsh ell wh ich en abl e d Nu tt all ,

an d th e p ost o th ee fix tu r e m an
-
an d th e l ittl e J ap t o
,

g e t b u s ine ss— h e r e y ou s e e t h e p o i n t s
‘
c r e a t in,g d e si r e ,
’

‘
sh owin g h ow y ou r p l an w o rks et c An d h e r e at th e
.

b otto m o f p age 1 94 is Mr Co dy s first su cce ss f ul pu ll in g

.

l e tt e r
. Th is l e tte r th at wasn t su cce ssfu l p rob abl y l o oks
’

p r e tt y g oo d t o y ou b u t
,
it is th is l e t t e r d o wn h e r e t h a t
did th e b us ine ss .

An d h er e y ou h ave l ett er a ft e r l ette r th at actu al l y

p u l l e d t h e b u s in e ss— t h e r e is n o th in g l ik e sh o w in g a
 TH E P RA C T I CAL P R OCES S OF S ELLIN G 469

man j u st h ow someb ody el se di d it—re all y did it in

r e al l if e n ot in th e ory
, .

( T u r n p a g e s r a p id l y a n d ca ll a t t en tio n t o n u me r ou s

l e tt e rs )
.

“ ‘
V e ry l ik el y you r bu sine ss man w ill say I ll tak e
,
’

”
th a t b o o k . H ow mu ch is it ?
You p r o mp tl y r epl y “
Mr S m ith I m n ot tryin g to
,
.
,
’

s e l l y o u t h a t b o ok I d be gl a d t o give it t o y ou
’
. .

Wh at I want is an intro du ction t o you r corresp on

dents an d st en o gr aph e rs eve ry on e o f wh o m o u gh t t o
,
”
h ave a c op y o f th is b o ok .

Of c ou rs e y ou ex p ect to sell h im a c opy b u t y ou wil l

, ,

n ot l o s e y ou r sal e by t al k in g ab ou t giv in g it t o h im ,

an d in th a t w ay y ou av o id be in g dismisse d with th e

simp l e sal e o f o n e b oo k t o be p asse d ar ou n d th e Office ,

o u t o f wh ich as a m atte r Of f a c t empl oyee s w oul d get

, ,

l ittl e o r n oth in g .

P ra ctise on givin g th is t al k in you r own wo rds b u t ,

f oll owin g cl o sel y in th e b ook th e p a ge s in dic ate d til l ,

y o u c a n ge t it Olf w it h sm o o th ne ss a n d s e l f c o mm a n d -

in sh ort u ntil y ou feel someb ody ac tu all y yi el din g to

,

y o ur p e rs u a si o n .

S ec o n dary S el l in g T al k -
fo r th e B u s in es s -
Ma na ger

A m an woul d l isten to th e primary tal k t o th e

wh o
en d i f h e we r e a b u sine ss m an w h o h ad r e pl ie d favo r
,

abl y t o a l e tt e r o n th e su bjec t Of th is b oo k w oul d be ,

p r e t ty su r e t o give o n e o r de r f o r o n e c o p y o f t h e b o o k .

Th e p r o fit on th e sal e o f on e c opy u n de r th e se c ir ,

c u m st an c es w ou l d n o t be su fficien t h o weve r an d ge tt in g
, , ,

an o pp o rtu n ity t o s el l a n u mbe r o f c o p ie s t o diff e ren t

empl oyee s o f th e o ffi ce might be a m ore diffi cu l t matte r ,

even a fte r su cce ss u p to this p o int h as r esu l te d .

A t th e same time th e sol ic itor m ight n ot be given a

,
470 HUMAN NA T UR E IN B U S IN ES S
ch ance to c ompl ete h is sal e s tal k as ou tl ine d in the
-

p r ece din g l e sson We wil l first tak e u p th e Objections

.

th at m ight be Off e r e d in su ch a way as t o prevent th e

g iv in g o f th e r e gu l ar sal e s t a l k
-

“
You d bette r see th e a dve rtisin g man ager I have
’
.

n o t ime to re a d b o ok s o f a n y k in d S ee th at p il e o f
.

b o oks u p th e re ? I h aven t re a d on e o f th em th o I
’
,

b ou gh t th em an d p a id f o r th em Wh at is th e u se in
.

b u yin g a b ook if y ou kn ow in a dvance y ou can t r ea d ’

”
it ?
Re pl y : Mr S mith y ou r e ad you r newsp ap e r eve ry
.
,

—
day why ? B ecau se it c ontains s ometh in g o f vital in
te est to y ou
r — p o ss ib l y ma rke t r e p ts
o r .

Th e m o st vital th in g in you r b u sine ss is kn owin g

“

h ow to mak e y ou r cu stome rs b u y yo u r goo ds an d gettin g ,

th em sol d at th e sm al l es t p ossibl e c o st .

“
You ar e the on e man in th e wo rl d wh o kn ows you r
bu sine ss do wn to th e grou n d an d th e on e m an in th e
'

w orl d who ou gh t to kn ow your custo me rs an d th e ir

nee ds down to th e grou n d .

“
In th is b ook is the s ecr et o f ge ttin g wh at y ou kn o w
ab ou t you r goo ds in to th e min ds o f th e customers wh ose
—
na tu re s y ou u n de rstan d in the ch eap e st p ossibl e way
a s c ien tific way .

“
Th e Pr e sident o f th e N orth e rn Egg Comp any s ays
th at h e val u e s h is time at $30 an h ou r an d h e sp ent ,

fifteen hou rs in re adin g part o f th at b ook The very .

next day h e ap pl ie d on e su gge stion to p e rsu a din g a

c u stome r t o acce pt a c arl o a d o f e ggs wh ich for an ,

u n fa ir r ea son h ad been r e fu se d ; an d wh at h e save d on

,

th at on e t ran sac t io n m o r e th an r e p aid h im for th ose

fi fteen h ou rs o f h is t ime at $30 an h ou r .

“
You can p u t th at b o ok in you r p o ck et an d r ea d o nl y
a p a ge o r tw o at a t ime wh il e y ou ar e c o m in g an d go in g

between you r h ou se an d you r offi ce an d if y ou get ,

 TH E P RA C T I CAL PR OCES S OF S ELLIN G 471

o nly on e u se fu l su gge stio n on th is immensely imp ortant

m atte r it wil l rep ay y ou m any times over for th e c ost
,

”
o f th e b oo k an d th e v al u e o f y ou r t ime .

“
Objec tion : Go an d tal k with th e a dve rtisin g m an
a ge r I h aven t time to b oth er with an y o f th ose
’
'

m atters .

Repl y : Mr S mith sel l in g y ou r goods is the m ost

.
,

im p o rtan t an d th e m ost ex p en sive item in y ou r bu sine ss .

S u cce ss in doin g th at dep en ds on k nowin g th at y ou

Off e r wh at n o b o dy e l s e on e arth is o ff er in g an d in ,

k n owing j u st h ow th e m in ds o f y ou r cu sto me rs will be st

rece ive th at kn owl e dge .

“
You are th e on e m an in this bu sine ss wh o real l y
kn ows b oth o f th ose thin gs an d y ou c ou l dn t sp en d you r
,
’

t ime t o be tte r a dvan ta ge th an in fin din g ou t j u st h ow

th o se two th in gs can be b r ou gh t t o geth e r I f y ou c an .

writ e on e l etter ab ou t y ou r go o ds th at wil l j u st su it th e

min ds o f you r cu stome rs y ou r adve rtisin g m an ager an d
,

you r c o rre sp on dents c an work th at on e l ette r ove r a

th ou san d t ime s On e goo d p h r a se on e goo d sal e s idea
.
, ,

m ay be w o rth th ou san ds o f dol l ar s t o y ou .

“
T his l at e sc ien tific b o ok h as a ctu al l y h el pe d many
o th e r b u sy b u sine ss men l ik e y ou t o t h in k ou t new

s ell in g ide a s th at h ave been w o r th th ou san ds t o th em

-
.

You ar e th e m an wh o r e all y ou gh t first o f al l to get , ,

t o th e b otto m o f th is b ook I t is y ou who c an p rofit.

far m ore th an any o th e r on e p e rson in y ou r entire

e stabl ishment .

Objection : T h e se ide as m ay be all right for some

bu sine sse s bu t ou rs is diffe rent from any o th er bu siness
, ,

a n d I do n t see h ow w e c ou l d do any o f th e s e th in gs
’
.

’
We are n ot a m ail order ho u se an d we don t wan t t o
-

,
”
be .

Re pl y Mr S mith it I s qu I te tru e that you r bu si

.
,

ness is diff e rent from al l o th ers an d in j u st so far as ,

472 HUMAN NA T UR E IN BU S IN ES S
it is di ff e ren t do y ou h ave a ch ance to bu il d up a gr ea t
su cce ss— bu il d u p a m on op ol y .

“
B u t y ou mu st n ot fo r ge t th at th e re is y ou r b usine ss
on th e o n e side , an d th e r e is h u m an n atu r e on th e o th e r .

Hu man n atu r e is mu ch th e s ame all o ve r th e wo rl d Mr . .

C o dy f ou n d h is p rinc ipl e s o f de al in g wi th h u m an n atu r e

ap pl ie d in I tal y an d h is b o ok h as been tran sl at e d in to
,

I tal ian ; h e fou n d th ey appl ie d in F rance an d h is b o ok ,

h as been t ransl a t e d in to F r ench u n de r th e e dit orial

dir ec tio n o f the Ins p ec to r Gene ral o f T echn ic al Edu ca
tio n o f the F r ench go ve rnment ; an d th ey a ppl ie d in
Ge rmany an d a Ge rm an ve rsion h as been m a de
, .

“
You kn ow you r b u sine ss a th o u san d t imes bette r
th an the au th or o f th is b o ok ; b u t t en t o on e h e kn ows , ,

th e a rt o f de al in g w ith hu man na tu re in wr itt en s al e s

mansh ip many t ime s be tte r th an y ou I f to you r kn owl .

e dge Of you r sp ecial b u sine ss y ou c an a dd h is sp ec ial

kn owl e dge o f th e art o f u sin g w o rds so as t o m ake
p pe o l e d o th in g y
s o u sh o u l d,
be t w i ce a s su cce ss f u l a s

y o u a r e t o da y
-
T h is b.o o k is a s c ien t ific t r e a t is e o n

H ow to Deal with H u man N atu re an d th at mean s ,

y ou r cu stome rs which as hu man be in gs are ve ry mu ch

, , ,

l ik e o th e r cus to me rs .

“
T h is is n ot a b ook on th e ma il orde r bu sine ss in any -

s en se o f th e wo rd I t is a w o rk o n wr itt en s al e sman
.

sh ip — th at is a dve rtisin g f ro m th e sal e sm an sh ip p oint

,

o f view h oweve r an d wh e r eve r it m ay be a p pl ie d

,
.

T ert iary S el l in g T a l k fo r t h e -
B u s ine s s Ma na ger
-

We will su pp ose that the first t al k is su ccessful an d ,

th e bu sine ss m an says : A l l righ t I wil l b u y on e c opy ,

an d p u t it wh e r e all membe rs o f th e Offi ce f o r ce c an

”
get at it .

Repl y : Pardo n me ,
b u t it is n ot o nl y a matte r o f
h avin g a goo d ide a b u t ,
of ge t t in g th at idea int o the
 TH E PRA C T I CAL P R OCES S OF S ELLIN G 473

h e a ds of the p e rson s wh o ou gh t to u se it . T hat is a

sp ecial ych ol ogic al p robl em
p s .

“
Pu t th at b o o k in y ou r l ib r ary wh e r e all you r cl e rks ,

c an go an d r e a d it if th ey w an t t o an d m t it
y o u ay s e ,

do wn righ t n ow th at th ey neve r will l o ok a t it .

“
I want th e p rivil ege o f e du c atin g th em on e at a time
o n th e grea t im p ortance o f o wnin th i b k d t dy
g s oo an s u

in g it .

You a re th e —
fit most y ou r bu siness wil l
on e t o p ro
g e t t h e fi rs t r etu rns Of ap pl yin g th e se ide as to you r
c orresp on dence th e dail y sal e smansh ip o f you r Office
,

f or ce .You ou ght t o p ay h al f th e c o st o f e a ch b o ok .

B u t e a ch c o rre sp o n dent o r sten o gr aph e r ou ght t o p ay

th e o th e r h al f th at y ou m ay be su r e h e or sh e will t ak e
,

p pr o e r in t e r e st in th e b o o k a n d st u dy it .

“
Wil l y ou give me a ch ance t o t al k to each on e
in dividu all y ? An d wi ll y ou p ay h al f if I su ccee d in
”
g e tt in g h i m o r h er t o p y
a t h e o th e r h al f ?
Th e sh arp qu ick su dden w ay y ou pu t this qu e stio n
, ,

wil l h ave a gre at deal t o do with gettin g a favo rabl e

a nswe r I f y ou a re h al f h e art e d h e sita t in g o r spe ak
.
-

, ,

in g in t o o l ow a v o ice y ou m ay al m ost kn o w in a dvance

,

th at y ou wil l get a ne gat ive answe r .

I f y ou can get a fav o rabl e ex pr e ssio n Of opin ion ab ou t

th e b o ok wh ich y ou can r e p e at t o th e su b o r din ate s th at ,

wil l h el p y ou n ot a l ittl e Th is y ou c an give by sayin g .

,

“
Mr S mith says etc qu otin g j u st the te rsest phra se
.
”
,
.
,

in h is r em ark You sh ou l d be sh arpl y on th e watch f o r

.

an y st r o n g ph r as e o r o rigin al r em ar k th at migh t h el p

y o u,
w h i ch y ou can r emembe r an d w r it e d o wn t h e

m o ment y ou are f ree A str on g ph ras e in a l ette r is .

s til l be tt e r b u t y ou ar e mu ch m o r e l ikel y t o p ick u p a

,

ch ance r emark th at m ay be very influ ential .

S h ou l d you nee d a ddition al argu ments to in du ce th e

 4 74 HUMAN NA T UR E IN BU S IN ESS
h ead of th e bu sine ss to h el p y ou inte rest th e Office fo rce ,

y o u m ay m a ke u s e o f t h e f o l l o w in g
“
Th e Office f o r ce m igh t bec ome a p o we rf ul sal e s
a gency b u t u su all y it o nl y h an dl e s th e r ou tine inqu iri es
,

th at c o me in in a r o u tine w ay
, .

“
Th e sal e sman m ight get an o r de r in h al f th e time
n o w r equ ir e d if th e cu st o me r h ad been p r op e rl y edu

cate d by l e tt e r o n th e m o re im p ort an t p oin ts h e w as

g o i n g t o p r e sen t .

“
Th e a dve rtisin g man sp en ds hu n dr e ds o f doll ars to
b rin g inqu irie s b u t th e retu rns in dividen ds dep en d on
,

wh at y ou get ou t o f th e se inqu iries n ot onl y th is yea r , ,

b u t nex t ye ar an d th e ye ar a ft e r
, . Th e w arm p e rsonal
,

in te re st in th es e cu sto me rs wh ich y ou p e rsonal l y c an n ot

sh o w y o u r c or r e sp o n den ts c ou l d in f u se in t o eve ry l e tte r
,

th ey wr ite if th ey o nl y knew h ow an d th at w ou l d me an
, ,

j u st as mu ch bu sine ss as th e warm p ers on al in te rest ,

wh ich th e sal e smen sh o w wh en th ey cal l on cu stome rs .

“
Wh en e goo d cu st ome r sen ds in h is o r de rs re gu l arl y ,

y o u j u s t l e t h im a l o ne . Y o u sa ve y o u r be s t b a r g a in s

a n d sp ec ial Off e rs f o r th e cu st o me r w h o is h ar d t o get ;

y o u g i ve y o u r f a v o r s t o t h e irr i t a b l e c u s t o me r w h o k i ck s .

Intell igent atten tio n t o e a ch on e o f you r be st ol d cus

t om ers p rob ab l y w o u l d get y ou m o r e b u sine ss th an any
o th e r sin gl e th in g y ou c o u l d do .

“
A girl in a de p artment store in P ittsbu rgh Mr ,
.

S h el do n tel l s u s w ork e d u p su ch a b u sine ss o ve r h er

,

c ou n ter throu gh t el e ph on in g or writin g eve ry on e o f

h er Ol d cu st o me rs wh eneve r she h ea rd o f a sp ec ial b ar
g a in o r go o d o ff e r t h a t sh e w a s a c t u a l l y ge tt in g
a ye ar sal ary wh il e th e o th e r girl s be side h er we r e get
,

t in g $ 4 t o $ 7 a week . S h e did it by givin g sp ecial

att en t io n t o ol d c u st o me r s an d l e tt in g th em h a ve fir st
,

news o f al l th e be st b argain s .

“
Th en h e re is an oth e r thin g : Y ou r h igh p rice d man -
 TH E P RA CT I CAL PR OCESS OF S ELLIN G 475

e
a g rs a r e a nswe rin g hu n dre ds o f rou tine simpl e l etters
th at yo u r sten o graph e rs m igh t an swe r j ust as wel l o r
bette r Mr Co dy in th is b ook t el ls y ou j u st h ow h e
. .

h an dl e s a l arge c orre sp on dence every l e tte r in h is own,

words an d in h is be st styl e y et written by his sten og

,

r aph er w ith ou t h is di r ect k no wl e dge an d s igne d w ith

,

his n ame th o h e neve r see s th e l ette r o r its an swe r .

T h is is done by th e F orm P aragraph S ystem wh ich is ,

u tt e rl y v al u el e ss u nl e ss th e st en o gr ap h e r kn o ws wh at a

g oo d l e tt e r is w h en sh e s ee s o n e even i f
,
sh e can t w r it e ’

on e . Th is b ook will h el p h er to get an idea o f wh at will

p u l l b u s ine ss f o r y o
,
u a n d s oo n s h e w il l be a b l e t o t a k e
j u st as go o d care o f simpl e l etters as a c orre sp on dent
wh o se t ime is w o rth dou bl e .

“
Writin g l ette rs fro m th e offi ce is u su al l y bl in d work ,

bec au se th e offi ce p e o pl e neve r see th e cu stomers an d ,

do n ot kn o w wh at th ey w ant or even wh at th ey a re ,

l ik e . I f th is b ook wil l stir u p even on e o f y ou r em

p yl o ee s t o s tu d y y o u r c u s t o me r s t h e h u m,
a n n a tu r e
fro m wh ich y ou mu st get bu sine ss th at inc r e as e d kn owl ,

e dge o f th e p e rso ns y ou are writin g t o will be worth

m or e th an th e c ost o f th e bo ok Th is is a b ook on H ow.

t o De al With H u m an N atu r e H ow to Use Wor ds so as ,

t o Mak e P e opl e Do T h in gs an d th at is wh at th os e wh o
,
”
sit all day in an o ffice nee d m ost t o kn ow .

Not al l Of th e se argu men ts c an p r ob abl y be u se d wi th

any on e man b u t th e go od sol icitor wil l h ave pl enty o f
,

a rgu ments in stor e to draw on in c ase o f nee d Th e .

r e se rve is u su al l y excee din gl y imp o rt an t th e t h in g th a t ,

tu rn s th e tide in m any a b attl e .

P rim a ry S el l in g T alk fo r t h e Em pl o ye e
-

A fter y ou h ave l e arne d th e sell in g tal k for the

-
man
age r it will be ve ry h ar d to ch an ge yo u r l ine
,
o f argu

ment su ddenl y so as t o a dapt you r app eal t o th e em

47 6 HUMAN NA T UR E IN BU S IN ES S
l
p y ,
o e e b u t th at is wh a t y ou must do if y ou ar e to
mak e sal e s .

Th e ma na ge r is inte r e ste d in inc re asin g h is b u sine ss ,

an d th e e m pl oyee in inc r e asin g h is sal ary Th e em

.

p yl o ee w il l n o t s p en d h is o w n m o ney ,
n o r g ive t ime o u t
side o f b usine ss h o u rs f o r th e pu r p os e o f inc r e asin g th e
,

inc ome of th e man age r . You mu st get th at cl earl y in

m in d .

Wh at h e will spen d m oney for is to increas e his own

s al ary an d if inc re asin g th e inc ome f or th e man age r

will re su l t in h is ge ttin g m o re sal ary th en th ere is a ,

ch ance o f intere stin g him t o p u rch ase .

In an o ffice th ere are two cl asse s o f empl oyees

de p a rtment m an age rs wh o wr it e l e tt ers an d st en og ,

r aph ers wh o t ake do wn th o s e l e tte rs f r o m di c t ation .

Th e man wh o is w ritin g l e tt ers c an app rec iat e th e fine

p o in t s o f h u man a pp ea
,
l th e a rr a n g emen t ,
t h e em p h a s is ,

an d th e f or ce . Th e sten ogr a ph e r wh o h as neve r written

l e tte rs at al l c ou l d n ot p oss ibl y be in te re ste d in an y o f
i —
th e s e fine p o nts the a rgu ment w ou l d nee d t o be en
t irel y on th e val u e an d im p o rta nce o f r isin g ou t o f th e
cl ass o f the me re sten o graph e r in to th at of th e c orre s
p o n d en t
,
w it h a t l ea s t $ 5 a wee k m o r e sa l a ry .

We will take u p fi rst th e canva ss f or th e department

m ana ger o r c orre sp o n dent on th e s ame b ook th at we
h ave sol icite d the gene ral man a ge r u p o n He re is a
.

c anvass th at might be given ( the b ook o f c ou rse con , ,

c ea l ed )
“
Did y ou ever h ear the story o f th e y ou n g man wh o
is n ow th e a dve rtisin g m an a ge r o f th e R oyal T a il o rs ,

wh o at th e age o f t wenty th ree was ge ttin g a sal ary o f

-

$ 1 2 000 a year ?
He went to Chic ago at th e age o f sixteen an d got a
j o b w i th t h e S y s t e m M a g az in e a t $ 1 2 a week M r. S h a.w
p r o m is e d h i m a r a is e t o $ 1 5 a wee k i f h e w o u l d w r it e a
 TH E P RA CT I CAL P R OCES S OF S ELLIN G 477

e
s al s -
l e tte r th at wou l d p u l l $1 5 to f o rm l ette rs -

mail e d A fte r wo rking ab ou t a m onth h e su ccee ded

. .

“
Th ree ye ars l ater h e h ad h is sal ary a dvance d to
a ye ar an d go t a be tt e r Off e r ou tside Mr S h aw . .

p e r su a d e d h im t o s t a y a t w i th th e p r o m is e o f a

c ommission on all sal e s o f 2 p er cent the .

,
to be
c overe d first an d th en any a dditional c ommi ssio n earne d
,

t o be a dde d t o h is p ay T h at ye ar h e r ol l e d u p ne arl y
.

worth o f b u siness al most excl u sivel y by l ette r

, ,

an d h is c ommission s t o tal e d ne arl y

“
T h at me r el y indic at e s wh at it me ans to be abl e t o
Write Letters an d A dve rtisements th at P u ll I t s th e .
’

g r e a t s c i en ti fic b u s i ne ss g a me t o d a y
-
a n d t
,
h e y o u n g
m an wh o can maste r it can c omman d al m o st any s al ary
h e m ay name .

“
Just read th at l etter from a youn g Jap who w as ,

empl oye d in th e st ore o f a c on se rvative ol d u ncl e in

New Yo rk wh o w oul d h ardl y sp en d th e m oney t o p rint
,

a s im pl e c ir cu l ar A t l ast h e p e rsu ade d him t o m ail ou t

.

350 f orm l ett e rs t o as m any ol d cu st o mers o ff e rin g a

-

$ 1 5 t a b l e c
-
o ve r o n w h ic h t h e h ous e w as s tu ck Y o u s e e .

wh at re sul ts h e got an d y ou c an very wel l imagine h ow

,

th e Ol d m an w as c onve rte d t o a dve rtisin g .

“
Her e is an oth er c op y o f a l e tt e r fro m a c orresp on
dent with th e p ost offic e fixtu r e t ru st -
He was gettin g
.

$ 2 5 a week A f t.e r h e g o t th a t gr e a t inc r e a s e in r e tu r n s

fro m his l e tte rs his sal ary was raise d t o $ 30 an d th en t o

$ 35
This p age gi ve s thr ee l etters from L H Estep . .
,

a ssist ant m an a ge r o f t h e R D Nu ttal l Comp any He. . .

h ad a p ret ty go o d p osition u n de r a r el at ive wh o was ,

th e gene ral man a ger H is incre a se d bu sine ss did n ot

.

b rin g h im a raise fro m th is c oncern b u t a few m onth s ,

a ft e r wa rd h e did get a S p l en did p ositio n an d h e wrot e ,

t o Mr Co dy th at h e was t ol d th at it was h is strong

.
4 78 HUMAN NA T UR E IN BU S IN ES S
l e tte rs th at m o r e th a n anyth ing el se influ ence d th e ch oic e
o f h im o u t o f a ve ry l a rge nu mbe r o f a p pl ic ants f o r

th e p o sition .

“
H W Fl em in g with th e R al sto n He al th S h o e Com
. .
,

p any o f C a m p e ll o M as s w as
, g e t t in ,g $ 1 5 a wee k as

assista n t t o th e a dve rtisin g man age r an d w as c o nvince d ,

h e neve r w oul d get mu ch m o re Mr Cody a dvise d h im

. .

t o st ick an d work f or s kill in w ritin g P u ll in g Le tte rs .

Un de r p ro te st he did r em ain wh e re h e w as an d ab ou t ,

a ye ar l ate r h e wrot e th at h is s al ary ha d been dou bl e d .

“
In th is b oo k Mr C ody h as c on den se d th e h igh p rice d
.
-

c o rrespon dence c ou rse which en abl e d al l Of th ese you n g

men to get th e ir sal arie s incre ase d I t is a t re atise o n .

th e p r ac tic al p sych o l o gy o f H o w t o Deal With Hu man

Natu r e in B u sine ss H ow to Use Words so as to Mak e
,

P e opl e DO T hin gs .

“
I sh oul d j u st l ik e to h ave y ou t ak e a gl ance at Mr .

Co dy s su mm ary o f H ow You Can Writ e Le tte rs an d

’

A dve rtisements T ha t Pu ll He h as pu t his wh ol e .

p h il o s o ph y i n t o a f ew l ine s I t st a r t s h e.r e o n p g
a e 60 ;
b u t I sh oul d l ik e t o h ave y ou r e ad th e p o in ts u n de r
s ect io n 5 p age s 61 63
,
Men tal l y te st y ou r l e tte rs by th is
-
.

su mm ary
‘
a . Have you c overe d every p oint with ab sol u te
cl e arne ss j u st as y ou w ou l d expl a in t o a chil d ?
,
’

GO on an d rea d the op enin g s en tence onl y o f e a ch

s ec tio n a, b c d e etc, , , , .

Th e p oint ab ou t writin g a l e tte r ne ith e r to o l on g n or

t o o sh ort wil l m ak e it p o ssibl e to tu rn e a sil y to p age 1 2 7 ,

“
Wh en to Writ e a S h ort Lett er an d Wh en to Write a
”
Lon g Lette r an d th en go on with th e c anvass o n th e
,

b ook as u se d for th e bu sine ss m an The expl anatio n o f .

th e c ont ents o f th e b oo k w ill do j u st as wel l f o r th e

dep a rtment mana ge r if y ou sta rt at this po int an d go on .
 TH E PRA C T I CAL P R OCES S OF S ELLIN G 479

S ec o ndary S ell i g Talk

n -
fo r th e Em plo yee
The empl oyee wil l be mu ch h arde r to c onvince than
th e b u sine ss man beca u se as a rul e h e is l e ss a mb itiou s
, ,

he h as l e ss to gain an d h e is mu ch l e ss abl e t o aflo rd

,

th e ex p en se He is al so likel y to think h e kn ows it all

. .

“ ”
He says I am al re ady a goo d corresp on dent
, .

“
My dear Mr B l ank I h ave n o dou bt y ou are a goo d
.
,

c orre spon dent an d th at is j u st why I am m aking this

,

a p p e al t o y ou You a re th e sort o f p e rson wh o wil l

.

a p p r ec iat e an d be ab l e t o u se th e new s c ien tific me th o ds

o f bu il din g u p bu s ine ss .

“
Th ere is al m ost n o limit to wh at may be aecom
p l ish e d i f y ou k ee p o n t r yin g M r E st e p w a s a
.
g oo .d
c orre sp ondent wh en h e l e arne d t o be a bette r on e Mr . .

Gard with th e p o st office fix tu r e trust was a goo d cor

,
-

r e sp o n dent an d by h is l e tt e rs h e wa s al r e a dy ge tting
,

so me fro m 1 2 0 inqu irie s ; b u t by a ppl yin g th e

new s c ent fic me th o ds h e was abl e to get $7 698 m ore
i i — ,

than dou bl e r etu rn .

“
Here is a new fiel d T h ere is l ittl e c omp etition for
.
,

th e b u il din g u p Of b us ine ss by l e tt e r h as devel o p e d

ch iefly in th e p ast ten o r fi fteen years The way to .

m ake m oney is t o get o u t o f th e crowd .

“
A dve rtisin g is r e all y onl y in its in fancy In th e .

Un ite d S t ate s th e r e are some mil l ion bu s ine ss c once rn s .

in McKi ttrick S D irc o

’
Of th e s e y ou will fin d b u t
—
t o ry o f A dve rtise rs an d y ou wil l fin d in th at eve ryb o dy
wh o even th ou gh t o f a dve rt isin g —
Ju st th ink onl y on e .

in seventy . I f th e r e we r e a dve rtising w rite rs wh o c ou l d

r e al l y p r o du ce t h e b u s ine ss do y o u su pp o s e t h o s e
h u ndre ds o f th ou san ds o f bu sine ss men w ou l d n o t c ome
int o th e fiel d Th e t rou bl e is th ey do n t kn o w h ow t o
’
.
,

m ak e it p ay an d th ey do n ot kn ow wh ere to fin d any
,
”
b ody wh o doe s kn ow h ow .
480 HUMAN NA T UR E IN BU S IN ES S
An oth e r Obj ec tio n wi l l be You c an t l earn th ose
,
’

th in gs f rom b ooks I t is a ta l en t th at some men are b orn

.

”
with .

“
I want to ask y ou I S c o mm on sense a tal ent ? I s
,

kn owi n g wh at y ou h ave to sell that p e opl e want a ,

t al en t ? D oe s it tak e geniu s to tell a frien d ab ou t s ome

th in g y ou kn o w h e w ants an d h as n ot been abl e t o fin d ?
“
Yet Mr Co dy sh ows y ou h ow th e s e simpl e s te p s
.

c an be ta ken in s c ien tific o r de r A sim pl e syst em Of

.

do in g c o mm o n sen se th in gs ou gh t t o be o f m o r e r e al u se
-

t o y ou th an anyth in g el s e in th e b ook l ine th at y ou

eve r sp ent a dol l ar on .

“
Of c ou rs e y ou ve got to do y ou r p art
’
,
You ve got .
’

t o slip th e b o ok in you r p o cket an d pu t in fi fteen

mi nu te s a day o r even fi fteen m inu te s a week I f y ou .

do th at th e re can be n o dou b t o n ea rt h th at y ou will get

,

many times th e v al u e o f th e b ook ; an d you will fin d it

extremely en te rta in in g an d stimu l ating .

”
“
May I n o t sen d y ou a c op y ?
‘

A n od is all y ou w an t Th e m o ment y ou get that

.
,

stop t al kin g th ank h im f o r h is o rde r sh ak e h an ds an d

, , ,

l eave . I f y ou go o n tal k in g h e m ay ch an ge his min d .

Th e I m po rt an c e of a L o gic a l Ch ain

Lo gic is th e cience o f the rel ationship o f ideas j ust

s ,

a s gr ammar is th e s c ience Of th e r el atio n sh ip s o f wor ds

in sent ence s . Every m in d works al on g th e l ines o f th e

p r inc ip l e s o f l o gi c f r o m c
,
au s e t o eflfe c t A go o d s ell i
.n g
t al k m u st be a c ompl et e l o gic al ch ain an d on e b r e ak in ,

th e r e ason in g w il l sp o il it j u st as mu ch as a b reak in
o n e l ink o f an ir o n c h ain w ou l d s p o il th e ch ain .

“
Lo gic r equ ir e s th at y ou start with some p r em is e
s o me f a c t o r fa c t s th at y ou assu me In this c ase it is
.

th e p ositio n an d nee ds o f th e p e rso n y ou are t al k ing t o .

You th ere fore see h ow imp ortant it is to kn ow th e

, ,
 TH E PRA C T I CA L P R OCES S OF S ELLIN G 481

p o s it io n an d ch ara cte r of th e p erson t o wh om y ou tal k ,

'
so th a t y o u m ay kn o w wh at k in d o f a r gu men t wil l

r e a ch h im . I f y ou start with th e ide a th at y ou a re

t al kin g t o a b u sine ss m an age r an d fin d y o u ar e t al kin g ,
.

to a s t en o graph e r y ou c an s ee y ou h ave m a de a m ist ake

,

a t th e s ta rt in y ou r o r igin al p r emises wh ich wil l c o m

, ,

p l et el y t h r o w y ou Off t h e t r a ck .

We h ave s tu die d tw o diff er ent l ine s o f sal e s argu

—
ment first f o r th e bu sine ss m an age r th en for th e de ,

p a r t m en t m a n a g e r o r em p l oye d c o rr e sp o n d en t an d ,

th e r e is a n o th e r f o r th e sten o gr a p h e r Th e app e al t o .

e a ch sta rts f ro m a diff e r ent p o int an d p r o cee ds al ong ,

qu it e diffe rent l ine s .

You can al so s ee why it is w r ong t o p erm it the c on

ve rsation to ra mbl e I f th e p rosp ect l e ads y ou Off on
.

so me side tra ck h o weve r in te r e stin g it m ay be y ou are

, ,

so o n l o st in th e w il de rne ss an d y o u r ch a in o f a rgu men t

,

is b r oken so y ou can neve r men d it a gain I t is excee d .

in gl y dan ge rou s t o al l o w y ou rsel f to be l ed a side at al l .

In a way al so y ou f o rge th e l inks o f you r ch ain as

, ,

y o u g o. O bv i o u sl y y o u ,
d o n o t w a n t a c h a in an y l o n ge r

th an is a b sol u t el y nece ssary Wh eneve r y ou c an sa fel y

.

o m it l ink s bec au s e th ey a re n o t nee de d in al l c a se s y ou ,

sh ou l d s h o r t en y ou r ar gu men t b u t y o u sh o u l d Of c ou rse
, , ,

al ways be c ar e fu l n ot t o l e ave an y b r o ken l inks b u t to ,

wel d you r s eco n d st age on t o y ou r first s o it will be ,

qu it e stron g an d cl e an .

M any a sal e h a s been kill e d th rou gh t al kin g afte r th e

p r o sp ec t w a s c o nv ince d u n t il h
,
e h as be g u n a g a in t o ge t
dou b ts t o bec ome we ary an d p e rh ap s fin al l y ch an ge h is
, , , ,

min d al t o geth er .

Th e onl y w ay t o be su r e o f th e l o gic al ch ain is to go

o ve r th e a r gu men t a gain an d a ga in u n til n oth in g th at

m ay h ap p en wil l th r o w y ou o ff th e t ra ck .

Th en y ou sh ou l d p ractise kee pin g you r eye on you r

4 82 HUMAN NA T UR E IN BU S IN ES S

p r o sp ect cu tting sh ort y ou r tal k wh enever y ou se e

an d

th at h e is rip e f o r cl o sin g y et with ou t l e a vin g an y r a gge d

,

o r b ro ken l o gic al l ink s th at a ft e r al l m ay b o th e r y ou .

Give o n e o r o th e r o f th e se canvasses wh il e th e t e a ch er
o r an oth e r stu den t a sk s qu e stion s o f a simpl e an d
natu ral kin d which m igh t h owever cause the sal e sman
, , ,

to l ose his l ogical sequ ence .

The Im po rt an c e of En th u s ia s m
The l ogical ch ain is the app eal to th e re ason .

“
B u t m o re p e opl e do th in gs bec au se th ey f eel l ik e it
th an becaus e th ey bel ieve in c o l d bl o o d th at it is th e
wis e st thin g .

Th e m o st su cce ss fu l b ook s al e sman in th e Un ite d S tat e s

( s o h e w as s a id t o be a t t h e t ime ) o nce r em a r ke d in
“
r e gar d t o h is su cce ss All I do is t o go a rou n d an d
,
”
en thus e em u p ’
H is u se o f th e w o r d w as n ot go od
.

En glish b u t h is me th o d o f s el l in g was ab sol u tel y c orr ect

, .

Any sal esm an wh o c an n o t get u p real l ive en thu ,

s iasm will neve r m ak e a su cce ss .

To be enth u sia st ic y ou mu st first be c onvince d y ou r

,

s el f— y o u m us t be l ieve w it h a ll y ou r h e a rt an d s o u l t h a t

y o u a r e g o in g t o d o y o u r p r o sp ec t on e o f th e be st t u rn s

h e eve r rece ive d in h is l ife I f y ou h ave dou b ts y ou

.
,

m ay be p retty su r e h e w il l h ave dou b ts an d y ou will ,

neve r get ove r th e se dou bts .

Then y ou mu st l earn h ow to throw y ou r enthu siastic

f eel in gs int o you r wo rds Go in as y ou w oul d go in to
.
,

a footb al l game t o w in an d n oth in g el se Unl e ss y ou

-

, ,
.

h ave l e arne d wh at th e Great Pl e asu r e o f Pl ayin g th e

Game is y ou are n ot a b or n sal e sman .

Let u s go b a ck o ve r ou r c anva ss a gain an d see h ow

mu ch enth u siasm w e can th ro w into it in to th e voice — ,

in t o th e m anne r in t o th e l ight in th e eye

,
I t c o me s .

with p ra ctise We mu st f orget ou rsel ves an d tal k as

.
,
 TH E PRA CT I CAL PR OCES S OF S ELLIN G 483

if we were reall y sa vin g th e bu siness l ife o f ou r prosp ect .

Th e t each e r sh oul d direct which canva ss t o go o ve r

th e on e th at nee ds th e m ost gin ge r pu t into it or el se ,

th e on e on whi ch th e stu dent c an be st su c cee d .

T h e I m po rt a nc e of P ersis t en c e

Nine ten ths o f the p e opl e Of this worl d fail becau se

-

th ey do n ot try h ard en ou gh Th ey mak e a f eebl e at

.

t empt do n ot get r e su l ts bec ome di sc ou ra ge d an d give

, , ,

u p th e a tt empt .

P e rsistence is n ot s o mu ch a matt er o f h an gin g t o a

m an when h e doe sn t want t o t al k t o you as smil ing
’
, ,

tryin g to fin d ou t wh en h e can t al k an d c om in g arou n d ,

a gain in a pl ea sant way til l y ou get him j u st righ t an d ,

th en sta rt in g in to you r a rgu ment an d stick ing t o it a s

l on g as th e p ro sp ec t wants y ou to I f it ge ts t o be six .

o cl o ck an d t ime f or dinne r an d y ou are hu n gr y an d

’
,

woul d l ik e t o go h o me an d p erh ap s th e p r o sp ect w ou l d

,

t oo b u t stil l h e isn t qu it e c onvince d an d is w ill in g t o

’
,

stay a l ittl e l o n ge r t o fin ish it u p neve r y ou su gge st o r

,

even hint that y ou ar e h u n gry or don t car e to stay ’

stic k t o it t il l y ou get y ou r m an Th e write r o f this.

r emembe rs th at o nce h e c all e d On th e m an age r o f th e

Minn eap olis Jou rn al t o sel l a syn dicat e fe atu r e c osting

ab ou t a th ou san d dol l ars a ye ar Th e e dit o r w as away
.

in Mexico an d th e m an age r said h e c ou l d decide n o th ing

,

t il l h e h a d c on su l t e d th e e ditor S til l h e t al ke d th e
.

matte r o ver s o h e c oul d writ e to th e e di tor ab ou t it .

“
A t n oo n on th e third day h e said Wel l c ome arou n d , ,

at fou r O cl o ck S o th e sal e sm an came ar oun d at f ou r

’
.

o cl o ck an d starte d in on th e l a st ro un d He wante d
’
.

an o r de r in s p it e o f the ab sence Of th e e dit o r Th e .

circu l ation m an ager was th e re S o th e thr ee talk e d h a r d

.

an d f ast A t rain w as l e avin g Mi nneap ol is at 7 : 30

.
,

wh ich it was h ighl y desirabl e t o tak e Th e sal e sman .

484 HUMAN NA T UR E IN BU S IN ES S
was hu n gry an d t ir e d . Bu t h e
ck righ t t o h is job
. stu

with al l h is enthu siasm on tap an d fin al l y at h al f p as t , ,

-

s ix,
th e m an age r said h e m u st ru sh t o c at ch th e l ast train
th a t w o u l d get h im h o me f o r dinne r an d as h e wen t h e ,

tol d th e c ir c u l atio n m an age r h e m igh t as wel l S ign th e

c ontract I t took h al f an h ou r to get th e c o n tra ct drawn
.

j u st right an d signe d an d th en th e re w as j u st h al f an
,

h ou r t o ca t ch th e 7 : 30 tra in f o r Om ah a D inne r h a d .

t o go by th e b oa rd b u t th a t th ou san d doll ar c o n tract

,
-

w as ma il e d t o th e h ome Office an d th e s e rvi ce w as con ,

t in u e d f o r th ree yea rs I t w as w o rth missin g di nne r

.

f or. Th e sal esm an w as exh au s t e d p h ysicall y by r e ason

o f th e e ff o rt h e h a d m ade ; b u t h e h a d w on .

Th e nee d fo r p e rsistence is th e b o tto m r e aso n fo r th e

p r ima r y s,
ec o n da ry an d t,
e r t ia ry s e l l in g t al ks an d e a c-
h ,

sh o u l d gain f o r ce o ve r th e o th e r Goo d argu men ts mu st

.

be h el d b ack y et with ou t we aken in g th e p rimary tal k

,
.

’
Let e ach stu den t t e st h ims el f o n m ak in g an h ou r s ta l k
o n th e same c anv ass n o t ge ttin g we ake r t o wa r d th e en d
, ,

b u t ge ttin g stron ge r even t o makin g a wh irl w in d fin ish

,
.

T h is wil l be th e m ost difficu l t t e st o f al l I t w ill tak e .

re p e a t e d t rial s in o r de r t o c ome o u t st r o n ge r at t h e e n d

th an anywh e re el s e an d en din g with a weak e r manne r

,

o r a rgu ment w ill be fa tal .

D a n ge r o f Ex c e s s iv e P ers is t enc e
The
Mr Sh el don l ays em ph a sis on the dan ge rs o f ne gative
.

su gge st io n s w h ic h r e su l t in

Un favo rabl e attention ,

In diff e r ence ,

D isl ike an d fin all y

,

Re pu l sion .

A m an may attra ct attention by stan din g on h is h ea d ,

sh o o t in g Off a p ist ol o r s o me th in g e l s e equ al l y disagree

,

a bl e ,
b u t it w ou l d be un f av o rabl e att en tio n Th at is .
 TH E PRA C T I CAL P R OCES S OF S ELLIN G 485

p rbabl y the atten tion Obta ine d by deceitf ul p atent

o

me dicine a dve rtisements wh ich l ea d th e rea de r t o think

h e is p e ru sin g a b it o f in te restin g ne ws o nly t o fin d ,

at th e en d th at Dr S o an d S o s p il l s a re rec o mmen de d
’
- -
. .

In actu al canva ssin g th e negati ve men tal states are ,

l ik el y t o be th e direct r esu l t o f th e ve ry e l emen ts th a t

p r o d u ce th e f av o r a b l e men t a l s ta t e s su ch as en t h u s i as m , ,

p e rs is t ence e tc ,
E xce ss
. o f any t h i n g is a l w a y s a n e v il .

Be too goo d an d y ou are goo dy goody ; be to o p e rsisten t -

an d y ou bec o me an in tol e rabl e b or e .

Th e c orr ec tive is wh at Mr S h el do n cal ls th e . l aw of

”
n o n resis tance
-
You can t u su all y pu sh anyb o dy in to
.
’

bu ying You must l ea d

. You are th e l e a de r the
.
,

direc tor ; b u t u nl e ss th e p rosp ect foll ows WI LLIN GLY

y ou m u st st o p a t o nce F r o m o n e .
p o in t o f v iew o
y u
must do th e foll o win g a ft e r all Yo u mu st wa tch the
, ,
.

min d o f th e poss ibl e cu sto me r an d co nfine yoursel f to

h el pin g him n ot t o fo r c in g h im
,
.

I f a c ust ome r be gins t o a r gu e with y ou a gr ee with ,

him . F rom h is p oin t o f view h e is p ro babl y right .

A dmi t th at f rankl y B u t sta rt on a no th er tack that will

.

b ring be fo re h is min d new circ u ms tances h e had n ot

co nside re d which will al te r his view
,
.

The m o men t th e p rosp ec t gives so me sign to in dica t e

’
tha t he do esn t want t o l ist en to y ou any l o n ge r don t
’
,

h an g on beca us e h an gin g on will s impl y devel op th os e

,

u nf av o rab l e men tal sta t es th a t will p reven t y ou r eve r

g e tt in g an o rd e r .

The p ower Of yiel din g l ik e r ubber to the su dden o r

decided m ovemen ts o f th e min d o f th e p rosp ect y et ,

p r e ss in g s t ea dil y bac k l ik e ru bbe r w h en h is im p u l s e h as

exp en de d itsel f is th e onl y c orr ect attitu de for the

,

s al esman I t r equ ire s l o n g an d h a r d men tal t ra inin g

.

to get th a t pl iab ili ty th a t p owe r t o ben d eas il y with ou t

,

b reakin g o f adap tin g ones el f to th e cu stome r to be

, ,
48 6 HUMAN NA T UR E IN BU S IN ES S
al ways his se rvant as a matter o f fact wh il e l ea din g him
, , ,

th rou gh su p e rio r kn owl e dge o f th e f ac ts an d grea te r

maste ry Of th e situ ation to on e s own view ,
’
.

The cu stome r an d th e custo mer onl y decides

, All
, .

y o u can do is t o h e l p h i m d ec id e c orr ec t l y su l
pp y h is
,

deficiencie s o f k n owl e dge or f eel in g o n this p articu l ar

su bjec t s o th a t h e m ay do wh a t is r eal l y th e best p o ssibl e
,

th in g for h im to do I f y ou h ave ma de a mi st ak e a dmi t

.
,

it f rankl y an d with draw I f h e does n ot s ee you r

.

p o i n t me
,
r e l y give hi m fu rt h e r il l us t r a tio n s o r tu r n t o
,

so me oth e r side o f th e su bj ect .

.
I n th e l ast l ess o n y ou we re a sk e d t o see if you c oul d
m aintain an a rg ument f or an hou r with increasin g ,

ra th e r th an dim in ish in g f o r ce , .

In th is l e ss on y ou mu st c o nside r if y ou can ma inta in

th a t a rgu ment fo r an h ou r with ou t b o ring the o th e r
membe rs o f y ou r cl a ss so th ey wil l wish y ou wou l d stop
be fore y ou are h al fw ay throu gh Try to rel ieve th e .

m on otony an d main ta in in te re st by in te rjectin g a

qu e stion n ow an d th en an d see how th e ir min ds are
,

ten din g an d th en t ry in g t o a dapt you rsel f to th e ir

,

p o in t s o f v i ew G.o o ve r y ou r va r i o u s s a l e s t a l ks t o see -

wh e th e r y ou are c row din g anyb o dy so h ard th at there

is dan ge r di slik e wil l foll o w o r if th e re is any ten den cy
,

on y ou r p art to f or ce y ou r vie w .

T h e S e c ret of S u c c es s in Cl o s in g S al es

On e of the h arde st thin gs to do in al esman ship is to

s

cl os e ’
you r —
customer to
g et h im to decide on e way
o r th e oth e r .

“
The s ec re t o f su cc ess in cl osin g is foun d in th e
f abl e o f th e ol d man an d th e bu n dl e o f sticks You .

can t b reak th e entire bu n dl e at on e eff ort ; b u t if y ou

’

wil l tak e e a ch stick by itsel f th ere will be n o trou bl e in

b reakin g th em all .
 TH E P RA C T I CAL P R OCES S OF S ELLIN G 487

S u cce ss in cl osin g dep en ds g e t t in

on g a d ec is io n
o n m in o r p o in ts as y ou go a l on g Wh en a re tu rn p ostal
.

card is sent ou t an d y ou get a r e sp o n se th e r e w as a

,

first decisio n t o writ e an d mail th e inqu iry T hat was .

an e asy decision t o m ak e bu t it w as th e first ste p towa rd

,

a fin al decision .

Wh en y ou h ave fin ish e d th e fi rst p art o f you r sal e s

t alk th e p art in ten de d to c r e at e de sire a m in o r dec ision
, ,

is ma de t o l et y ou go on an d t el l wh at is in th e b o ok .

T h at is r e all y a st ep towar d th e fin al decision and th at ,

is an imp o rt an t r e ason wh y y ou o u gh t n ot t o go o n t o
th e s ec o n d p art o f th e talk u nl e ss th e first h a s been
e ff ec tive I t is be tte r t o go b a ck at once an d t ake u p th e
.

fi rst p art of the secon dary sal e s tal k an d even th e ter-

tiary p a rt so as n ot t o l e ave a h o stil e dec isio n in y ou r

,

r e ar.

T h en th e s ec on d p art o f th e t al k is inten de d t o l ea d
u p t o th e dec isio n t o see th e w o rk Unl ess y ou get a
.

dec isio n to l o ok at th e b o ok y ou c an n ot p ossibl y h op e

f or a decision t o b u y it .

Wh en th e p rice is aske d y ou kn ow the t ime h as c ome

,

t o cl o se qu ickl y an d y ou say
,
“
Onl y $ 2
,
May I sen d
.

”
c y T h n k A d a m men e si
’
y o u a o p ? a y o u . n o o ,
t s h
ta tion is al l y o u w ant .

In sel l in g me r ch an dise in a store th e sal e s p e rson Often -

g e t s a r e a l d ec isio n t h r ou h
g ge tt in g fi r s t a ve r y m i n o r

—
dec sio n Will y ou try on th is c oat t o see h ow it l ook s ?
i
I f y ou we r e goin g t o b u y a c o at w ou l d y o u want bl a ck
o r gr ay ? Wou l d y ou pre fer to h ave this sen t or t ake ,

it w ith y ou ?
“
Th e a rt o f cl osin g is so imp ort ant th at it requ ire s
m o st p ersist ent stu dy ; bu t it grows n atu ral l y ou t o f th e
ab il ity t o a dap t o ne sel f t o th e cu sto me r an d f ol l o w h is

m in d Any sal e sm an wh o c an do th at will m ake few

.

mistakes He will Ob se rve some l ittl e m ovement o f th e

.
488 HUMAN NA T UR E IN BU S IN ES S
b o dy some infl ectio n o f th e v oice th at will t ell him
, ,

in stinc t ive l y th at th e dec isio n h as been r e a ch e d an d it

,
“
is t ime t o c l o se
. H is wh ol e w o rk h as been t o get th is
dec ision . I t we r e wo rse th an w ast e Of t ime t o go o n
t al k in g a ft e r it h as been r e a ch e d. Th e h u m a n t en dency
t o fin ish th e st o ry h oweve r h as ke p t c u sto me rs dr aggin g
, ,

al o n g t ill b o r e do m be ga n t o s et in an d th e f a v o r ab l e
,

d ec isio n w as u nm a de in th e m in d th r ou gh th e devel op
ment Of disgu st o r r epu l sion So th e sal e h as been
.

kil l e d becau se o f th e fail u re o f th e s al e sm an to stop an d

cl ose at the right time .

S u cce ss in the a rt o f s al s
e man sh ip can be att aine d o nl y
th rou gh p ra c tise .I t t ak e s fou r h ou rs a day fo r s ome
ye ars t o m ake a go o d p ianist an d pl ayin g on h u m an
,

m in ds is su rel y n o l e ss fin e an art .