BUSINESS CORRESPONDENCE 317 



V. The Complimentary Close. — The complimentary close 

 mostly adopted by the American business men is either "Yours 

 truly " or "Yours respectfully." The first word of the compU- 

 mentary close should be capitalized and it should be written on 

 the hne below the last one of the body of the letter. 



VI. The Signature. — The signature should be written 

 plainly so it may readily be read. It should preferably be 

 written in black ink. 



C. THE FORM LETTER 



The form letter is often used by the creamery manager for the 

 purpose of furnishing general information to patrons or custom- 

 ers. It is commonly used to acknowledge receipt of a ship- 

 ment from a new patron. Such a letter will also furnish infor- 

 mation in reference to the company's system of paying and 

 other information as may be desired by the patron. Many 

 general questions are asked which may be answered to greater 

 or less extent through form letters. 



For selling goods or purchasing cream the form letter has 

 been an important factor. A series of letters is prepared, one 

 supposed to follow the other at proper intervals. Such letters 

 should be prepared systematically, gradually bringing the 

 receiver up to the point when his desire to do business with the 

 firm becomes strong enough so it leads him to action. When- 

 ever a reply has been received to one of the letters the form 

 letter has answered its purpose and a personal letter should 

 follow. 



When using the form letter it is taken for granted that the 

 same desires exist in the minds of all and that the same argu- 

 ments will appeal to all alike. A form letter that sells and buys 

 goods must contain good arguments presented in an interesting 

 way. When writing a form letter it is well to have several 

 written and to test them out by maiUng a certain number of 

 each and noting the per cent of replies obtained from each. 



A form letter should not merely contain strong arguments, 

 but it should also be neatly written and properly signed so it 



