1909 GLEANINGS IN BEE CULTURE. 13 



AS THE ADVERTISING DEPARTMENT SEES IT 



one short letter. This one letter must be handled by four departments. The man 

 must be given credit for the money sent. The letter then goes to the order department, 

 and in some large houses it would be held there until shipment of the new order was 

 made. In the meantime the man wonders why he hasn't received an answer to his in- 

 iiuiry about his goods and a quotation on the new list. Of course, often such letters 

 are taken from one department to the other by a special clerk; but if many such are re- 

 ceived it is impossible to give them special attention, and each department must take 

 its turn. If this man had made a separate letter of each inquiry, and enclosed them all 

 in one envelope, he would have had all the information wanted, on the day his letter 

 was received. 



We have seen instances, too, where a postal-card inquiry was received so poorly 

 written as to be almost illegible. In the rush of getting through the days' work, such 

 nquiries are necessarily laid aside until a clerk has leisure to figure them out, and per- 

 haps some valuable time is lost. Sometimes letters are received which appear to refer 

 to some former transaction or quotation; but as no definite reference is made to it, or 

 dates given, it is sometimes impossible to trace the matter out, and the customer is an- 

 noyed by not getting the information he wants. Where hundreds of letters are receiv- 

 ed daily, and handled by dozens of clerks, it isn't possible to keep any one customer's 

 wants in mind; but as all letters are carefully filed, either by date, name, or postoffice, 

 it is an easy matter to look up and see what is wanted if the proper information is given. 



If you are asking for information during the height of a busy season, be as brief 

 and concise as possible, and don't be disgruntled if you don't have a reply by return 

 mail. The house is probably so busy taking care of orders that it hasn't time to answer 

 letters as promptly as might be desired, but your requests are usually receiving atten- 

 tion. Don't ask impossibilities. The advertiser is as anxious to serve you and secure 

 your orders as you can possibly be to get the goods, and you may be sure that he is 

 doing every thing in his power to get them to you. We know of one queen-breeding 

 yard that is five hundred queens behind on its orders simply because it is impossible to 

 get enough queens at this season of the year to sui>ply the demand. Apiarists are work- 

 ing from sunrise to sunset, and still it is impossible to keep up. You can't blame the 

 man who has a queenless colony, and is losing a honey crop, for being indignant be- 

 cause his queen isn't sent by return mail; but these things will happen in spite of the 

 best-laid plans, and no amount of foresight can prevent occasional delays. 



On the other hand, it is extremely annoying to the subscriber to make a special in- 

 quiry about a certain article, and to receive a form letter or printed circular making 

 not the remotest mention of the (luestion. The advertiser, of course, deserves to lose 

 the order; but we suggest that you make one more trial, as your inc|uiry may have been 

 inadvertently overlooked or you may not have made the matter (|uite clear. 



A manufacturer or dealer, with his complete knowledge of the goods, could often 

 give the inquirer a hint or twa, even if not asked for, that would be invaluable to him. 

 It usually pays an advertiser to go out of h's way a little to explain matters to a ques- 

 tioner. You may have said practically the same thing to dozens of others, but that 

 doesn't help the man who knows nothing at all about your line. Give each inquiry 

 as careful attention as if it were the only one of its kind which ever reached your office 

 and it will be an easy matter to turn incjuiries into orders and secure continued pation- 

 age for your house. 



