THE PERSONAL TOUCH 



37 



cleaning, nor is the average business man in a proper 

 mood to read your message on Saturday morning. Any 

 big advertiser will tell you, also, that a Spring planting 

 folder v/ouldn*t pull an order if mailed during a March 

 drizzle. Watch your weather reports and if you sight a 

 stretch of sunny weather, get out every bit of advertising 

 you can and then watch it pull. 



FROM SALESLETTER TO CATALOG 



The most effective form of Direct Advertising is the 

 salesletter, for it can combine the personal touch with 

 brevity and is so simple and inexpensive that there is no 

 excuse for failure to make it a success. But because so 

 much must be said in a little space, it is all the more 

 important that strict attention be paid to all the rules 

 which have been laid down. 



There are several uses to which form letters may be 

 put. One of the most frequent is to stimulate requests 

 to call. A good letter should usually be sent to introduce 

 other literature to new prospects; special sales can be 

 profitably put over by means of letters; and many 

 other uses will suggest themselves when one is engaged 

 in business. 



Whenever possible, the letters, even though of a set 

 form, should be individually typewritten; this is, 

 of course, impracticable when large numbers are used. 

 Do not, however, try to combine the two types. A filled- 

 in address heading on a mimeographed letter fools no 

 one these days and it is quite likely that your letter will 

 be read more often if it poses as nothing but what it is 

 . — a form letter. Whatever the sort of letter, always send 

 it first class. 



Another kind of letter that is finding increasing favor 

 is the illustrated letter. In its simplest form this includes 



