THE ART OF LETTER WRITING 



29 



The human mind works largely in set grooves and reacts 

 to certain set stimuli, and when we can inject these stimuli 

 into our work, then we will be more largely successful. 



Beside these fundamental principles, there are certain 

 other things that need correction in the average letter. 

 There is a great need for originality and man-to-man 

 conversation. \Yould you step up to a man and say, 

 '*Thank you for your valued order received this inst. 

 which will be referred to the proper department.'' Of 

 course you wouldn't! You'd say, ''Thank you for the 

 order. We are going to make an effort to see that it is 

 shipped Monday." In other words, cut out the ''bunk" 

 and be specific. 



Another thing — and its value is emphasized by army 

 practices — is the habit of brevity and system in cor- 

 respondence. Useless verbiage annoys the reader, has 

 no real purpose, and makes extra work for the writer. 

 There are cases, such as letters to farmers, when verbiage 

 may be all right, but these cases are few. 



This brings up the subject of adapting your message 

 to your audience. Don't expect that you can write a 

 form letter that is going to sell equally well to farmers, 

 wealthy ladies, and busy business men. It can't be done. 

 Every time you sit down to write a letter stop and think 

 of the kind of audience you are going to have, then fit 

 your language to that class. Compliments, Latin words, 

 etc., can go to the wealthy and leisured; crisp, snappy 

 suggestions must be provided for the man with little time 

 to spare, etc. As a rule, we in the nursery business must 

 take care to use only dignified phraseology. Even the 

 cigarette advertisers are careful to suggest the ultimate 

 of refinement; then how much more should we ? Such 

 terms as "A classy lot of trees," "A bargain you should 

 snap up," etc., are in bad taste. 



