Cornell University Library The original of tliis book is in tlie Cornell University Library. There are no known copyright restrictions in the United States on the use of the text. http://www.archive.org/details/cu31924031279957 EFFECTIVE BUSINESS LETTERS Their Requirements and Preparation, with Specific Directions for the Various Types of Letters Commonly Used in Business By EDWARD HALL GARDNER Assistant Professor of English in the University of Wisconsin STUDENTS' EDITION (Fourth Printing) NEW YORK THE RONALD PRESS COMPANY 1917 COPYRIGHT 1916 BY THE RONALD PRESS COMPANY William G. Hewitt Press, Brool[]7n, Printem J. F. Tapley Co., New York, Binders PREFACE This book is written for those who are in business, or who intend to enter business. It endeavors to supply the need for a handbook which will contain in systematic form the principles embodied in the best modern business letters. Such a book has been needed by the business man for reference, and by the teacher in high schools, colleges, universities, and business colleges, for use as a text. The trend of modem business has been toward raising letters to the standards of modem advertising, and to- ward applying these standards as much to one kind of letter as to another. To attain good salesmanship and to express the ideals of service and truthfulness in every letter is the purpose of the best firms today. This book endeavors to show by means of a detailed treatment of each type of letter and the circumstances which it is to meet, just how that purpose is carried out. The real standard of the language of business letters is the same as the standard of any English prose. There is no difference between "business English" arid good English. It would be vain, however, for this book to recommend that standard if business writers were not already adopting it. I have tried, therefore, not to com- bat usage but to follow the best usage, and my great debt is to the good writers of the business world whose precept and example are represented here. In the belief that writers prefer a short, clear state- iv' PREFACE ment to a lengthy balancing of opinions, and that what is good will recommend itself, I have not gone into much discussion on the points presented in these pages, though I am well aware that dogmatizing has its dangers and that ardent controversy might be started over some of the conclusions here presented. Absolute certainty in many of them can probably never be reached, and the best that one can do is to follow the apparent consensus of the best examples and opinions. The book has developed from work during the past five years with classes in the Course in Commerce in the University of Wisconsin, to whom I owe thanks for numberless suggestions. My colleagues have helped me generously, but especial thanks are due to Professor Ralph Starr Butler for aid and counsel. The writings on this subject by A. G. Belding and by the authors in the employ of the System Company have afforded valuable suggestions. Professor Edwin C. Woolley's Handbook of Composition has provided a ^odel for the organization of material. My obligations to firms that have allowed me to study and use their correspondence and to quote from their experience, are far too numerous to be expressed. I owe a particular debt, however, to the cordial assistance of Butler Brothers, Marshall Field and Company, Hibbard Spencer Bartlett Company, Montgomery Ward and Company, and Wilson Brothers, of Chicago. Edwaed H. Gardner. Madison, Wisconsin. February 4, 1915. CONTENTS Part I — General Principles of Business Correspondence chapter page I. The Opportunity of Business Letters . . 1 II. Writing the Letter 10 Part II — Appearance and Correctness III. The Mate-up of the Letter 25 IV. Paper and Envelopes — Printing on the Letter Sheet 49 V. Mistakes in Language 56 Part III — Directions for Specific Types op Letters VI. Letters Asking Information — Letters Giv- ing or Refusing Information .... 72 VII. Letters Ordering Goods — Remittances and Enclosures 81 VIIT. Acknowledgments — ^Notice of Shipment . 86 IX. Adjustment Letters 93 X. Credit Letters 137 XI. Collection Letters — Principles Involved . 168 XII. " " —The Follow-up . . .183 XIII. " ", —Special Phases . . .206 XIV. Sales Letters— First Principles . . . .233 XV. " " —Building the Letter . . .243 v' vi CONTENTS CHAPTER PAGE XVI. Sales Letters— Follow-up Letters . . .267 XVIL " " — Special Cases^Illustrations 285 XVIII. Applications for Positions 307 XIX. Recommendations and Introductions . . 315 Part IV — ^Miscellaneous XX. Principles of Effective Writing .... 319 XXI. Form Letters 328 XXII. Filing Correspondence 337 Appendices appendix I. Telegrams, Cablegrams, Abbreviations , 343 II. Exercises 346 Eflfective Business Letters Part I — General Principles of Business Correspondence Chapter I The Opportunity of Business Letters 1. Importance of letters. The increased importance of letters in the business field has made it necessary for every business man to understand how to write and to use them, if he is to keep abreast of modem methods. 2. Improvement in letters. Until a few years ago, most letters were written with small attention to their appearance or their composition. They were loaded with errors, and with a strange jargon of "stock phrases"; they had the awkward brevity of telegrams, omitting pro- nouns and every word not considered vital to the mean- ing. Today, a retail customer dealing with a good house may well be surprised if the letters he receives are not courteous, tasteful in appearance, and clearly written in good English. When he sends in an order, he usually receives such accurate and intelligent correspondence about it, and any difficulties are smoothed out so tact- fully, that he may well feel more at ease when buying by mail than when buying in person. The excellent practice of the large houses is spreading to the smaller ones, and 1 2 BUSINESS CORRESPONDENCE from the retail to the wholesale field. In one department of business after another, poor letters are becoming the exception, and good letters the rule. 3. Improvement due to increase in numbers. "What are the reasons for this general reform ? First comes the enormous increase in the number of routine letters, caused by the distance between buyer and seller. The growth of commerce and the improve- ment of communication by railroad, telephone, tele- graph, and post-office systems have made it possible for wholesaler and retailer, manufacturer and jobber, retail customer and mail-order firm, though living at great distances, to do business successfully with each other. Letters perform nearly all of this service. They are the shuttles that fly back and forth to weave the web of commerce. 4. Value as records. Even where the distance is not so great, and where the telephone would serve, the letter has preference, because it gives a record of the transaction. The carbon copy is filed by the sender and the typewritten original is put on file by the receiver. Without this easy and safe way of insuring that each detail of the transaction is available for immediate ref- erence, modern business, so enormous and complex, could not be carried on. 5. Improvement in sales letters. The second cause for the reform in business correspondence is the in- crease and improvement of sales letters. For the cost of a single visit by a salesman several hundred letters may OPPORTUNITY OF BUSINESS LETTERS 3 be sent out, and each may be made nearly as effective as a personal visit. The work achieved by these letters has been the marvel of the business world. Every mer- chant has seen the power of a message that can be sent cheaply and surely, straight to the hand of the pros- pective customer; and from the retailer who sends out two or three seasonal announcements, to the house that solicits all its new business by mail, sellers of every type have employed the postage stamp as their salesman. Sales letters have shared the improvement that has come to every form of advertising, until now no pains are thought too great to make them conform to the highest standards of attractiveness and effective writing, so that they may perform their work better. 6. Influence upon the routine letter. The improved sales letter has had an influence upon the letter which transacts routine business. The vast and intricate mech- anism of correspondence already existed between the seller and the buyer. Why should not every routine let- ter be regarded as the personal representative of the house, and be written so well that it would make a friend of the reader? Today this possibility is well established as the op- portunity of business letters. Care can be taken not only to write the letter clearly and correctly, but to insure that it is neat and attract- ive in appearance ; to make it not only concise and in- telligent in transacting its business, but also vigorously interested in the welfare of the customer and eager to show him every consideration. The routine letter can 4 BUSINESS CORRESPONDENCE communicate the personality of the house as well as its own subject matter, making the reader feel that the writer is a man and not a machine. The aim of the house can be to give service in each transaction and to express the spirit of that service so clearly in letters that the buyer will have increased confidence in the seller; and the seller will be able to rely more fully on the good faith of the buyer. On the one hand, this idea was the outgrowth of com- petition; of the demand that each unit of the business mechanism possess the greatest effectiveness. On the other hand it was the expression of the fact that Ameri- cans live in their business and strive to make it a pleas- ant life. It is certain that this new spirit has become one of the most potent influences in modern business, and that letters have been the chief agent of its ex- pression. 7. Need for system. If letters are to be well writ- ten they must be systematized. They are too numerous in any business to be handled intelligently if they are regarded as a mass of haphazard units. Think how many letters are required to complete each selling operation. Before a house can sell to a new cus- tomer on credit it must ascertain his financial stand- ing. If the information given in Dun's or Bradstreet's is not sufSeient, a letter can be written to the man him- self, asking details about his business, or to reputable merchants in his neighborhood or to banks which know him. "When he makes remittances, or if he does not make them according to the terms agreed upon, or if misunder OPPORTUNITY OF BUSINESS LETTERS S standings arise, letters of acknowledgment, of collection, or of explanation must be written. All these require so much tact and so much knowledge of the customer, of credit policies, and of the business of the house, that in a large business a separate department of credits and collections is given the sole charge of them. Again, when an order is sent in, it must be acknowl- edged, and the probable date of its shipment indicated. If the house does not stock any part of the order, or is temporarily out of it ; if it must delay shipment for any other reason, or substitute an article on its own respon- sibility ; if some part of its complex mechanism is out of gear and the order is overlooked, wrongly selected, mis- sent, or carelessly packed; if in traveling by freight or express it becomes damaged or lost; if the customer re- fuses to accept the goods or wishes to return part of them — for any of these reasons letters must be written adjusting matters to the satisfaction of both parties. Or if a wholesale house has salesmen on the road and regular customers scattered over a territory, from time to time it will need to announce new prices or changes in policy, in goods carried, in the members of its force, or in location; letters must be written about facts in its business which salesman or customers need to know. 8. Classifying correspondence. Because these situ- ations constantly recur they can be analyzed and pro- vided for, and principles laid down with reference to them. Then as problems in letter writing arise the cor- respondent can classify them — first according to the large divisions, such as sales, adjustments, collections, and 6 BUSINESS CORRESPONDENCE the like ; then according to the typical situations uader them. Thus he writes more rapidly and confidently. In a large house, where a separate department has charge of each division of the correspondence, and prob- lems of different kinds are assigned to different indi- viduals, the careful classifying and exact handling of correspondence is seen at its best. But there is no reason why the smaller business should not show equal skill in systematizing its letter writing, if it will become familiar with the necessary principles. 9. Know your business. To become a successful correspondent, first acquire a deep, thorough familiarity with your house and its goods. Follow the goods through the process of manufacturing and become acquainted with their use, so that you have confidence in them. Understand the house organization so that you can ap- preciate its policies and know the value of the men comprising it. To do this is to become a loyal member of the house and to develop an enthusiasm that will show in all the letters you write. 10, Know your customers. Second, know your cus- tomers, who they are, what they want, and how they live. One large house doing a mail business with retailers sends its letter-writing salesmen out to visit its cus- tomers, to study their needs and form friendships with them. To understand people in this way and to write to them understandingly requires imagination; but every- one can have imagination to some degree. The "nar- rowing effect" of business is not seen in the chiefs of the business world because they have imagination. OPPORTUNITY OF BUSINESS LETTERS 7 11. Cultivate primary virtues. Third, cultivate the primary virtues of sympathy, patience, genuine cour- tesy, and kindliness. No letter writer can succeed un- less he deliberately and of set purpose practices these qualities ; for without their aid he cannot write a cordial and courteous reply to a letter that irritates him — and to write such letters is an every-day necessity in busi- ness. A virtue is as easy to cultivate as a vice. 12. Be sincere. Fourth, be absolutely and obviously sincere. Falsehood is bound to discover itself and dis- credit the user, so that he loses forever the hold he wishes to gain on his customers. The advantages he thinks to gain by a plausible trick will be secured only with careless readers, and a reputation for unreliable dealing is hard to live down. Any appearance of insin- cerity is particularly dangerous in business done by mail, for the customer's distance from you gives him small chance to reform his impressions of you. 13. Aim at personal style. Fifth, aim at a "per- sonal quality" in your style, in order to convey an im- pression of sincerity and of interest in the person ad- dressed. To secure this quality, follow two general principles : (a) Imitate the tone of conversation. Write as cor- dially and personally as if you were face to face with your correspondent. Avoid formal, set phrases. Use a vocabulary full of interesting words. Employ direct questions. Address the reader as "you." Warning. But letters must always be more dignified than conversation. In an interview, the expression of 8 BUSINESS CORRESPONDENCE the speaker's face helps to explain the meaning of his words ; his smile corrects a possible impression of rude- ness or curtness. If he sees that the other man mis- understands him he can offer immediate explanation. Letters have not that aid and so must avoid over- familiarity for fear it will be misunderstood. Likewise they must avoid humor, for fear it will be taken for sarcasm. Letters must be more compact than conversa- tion; the shortest interview is longer than a letter on the same subject would need to be. To use a personal style does not mean that the writer need compose long letters. And, finally, letters must be more direct than conversation; they must state the subject at once and pass from point to point with a rapidity that would be curt in a spoken interview. (b) Imitate the social letter. Since ordinary let- ter writing between friends has, through centuries of practice, developed a form and style that most nearly reproduces on paper the courtesy and personal quality of face-to-face intercourse, it is natural that business letters follow the style of social letters as far as they can. Warning. But just as it is bad taste for a salesman, in matters of business, to act with all the informality of a friend, so it is bad taste for business letters to copy exactly the appearance and the style of social letters. Examples of the right and the wrong use of this princi- ple will be found especially in Chapter III, ' ' The Make- up of the Letter, ' ' and in Chapter XV under ' ' The Point of Contact." For an example of the difference between the stiff, OPPORTUNITY OF BUSINESS LETTERS 9 awkward style and the "personal" style, in a simple routine situation, see 19. All letters given as correct examples in this book illustrate good style in different situations. Chapter II Writing the Letter 14. Fundamental needs. The fundamental quali- ties which the reader demands in every letter are clear- ness, conciseness, completeness, correctness, and cour- tesy. Behind the need of all of these lie good reasons which can best be understood if you think first how the letter is read by the man at the desk. 15. How the letter is read. The usual business let- ter is read rapidly or only glanced through. The eye runs down the page, catching at the outstanding, words and phrases, looking for a key to the meaning of the whole. 16. One of many letters. It is read as one of many letters. The morning's mail of a business man may bring to his desk from twenty to a hundred letters, or even more. Bach of these presents a different problem, so that his mind must adjust itself afresh for each. 17. Clearness. For these two reasons the first re- quirement of every business letter is clearness. There must not be a moment's doubt as to its meaning. A let- ter that is thoroughly clear at first reading will save mistakes, delays, and the writing of other letters. (a) To secure clearness for the reader, give each idea a separate paragraph. The eye grasps each group of words as a unit, separated from other groups by its indentions. 10 WRITING THE LETTER 11 Not clear at a glance: Your telegram of June 14 came this morning telling us that the samples have not yet come. The samples left our factory on the 11th and should have been de- livered to you on the 14th without fail. We have today taken the matter up with the Express Company and asked them to trace and show delivery. In the mean- time if you do not receive them within the next day or two please notify us again, so that we may follow up the shipment closely with the help of the local agent. Clear at a glance: Immediately on receipt of your telegram of June 14, which came this morning, we began to trace the miss- ing samples of gold class pins. The samples left our factory on the 11th, and should have been delivered to you on the 14th without fail. We have asked the Express Company to trace the ship- ment with all speed. If you do not receive the samples in a day or two please let us know, so that we can stir up the local agent. We know you will like the goods and are anxious to get them to you. (b) But a .number of short, simple sentences, each in one paragraph, are monotonous and so unconnected that often they are harder to read than longer ones. Therefore when simple ideas are of the same nature they are best joined in a paragraph, which may still be of one sentence, and treated as one idea. Over-paragraphing is almost as bad as under-paragraphing. A good general rule for ordinary letters is that a para- graph should not be over six lines long, and that most paragraphs should be shorter. This depends somewhat on the nature of the letter. A paragraph need not, of 12 BUSINESS CORRESPONDENCE course, be limited to, one sentence; the requirements of clearness make no such demand. (c) Use a double space between paragraphs and a single space between lines. This is easiest to do in the typewritten letter, but can apply also to letters written with the pen. The best usage favors this spacing. (See also 61.) (d) Begin with the subject of the letter and take up the material in a definite arrangement. If there is more than one subject, begin with what is most pleasing to the reader. A chronological arrangement is a natural one. In a letter containing both facts and comments, give facts first, then comment. (e) Make the thought run smoothly through the whole letter by showing the connection between sen- tences and paragraphs. (See 275.) (f ) Confine each letter to one subject. For example, if a firm is working on two contracts, or if there are adjustments to be made on two separate invoices, or if a customffir sends an order and a request for adjust- ment, in each case write two letters, not one. This be- comes even more important when considered from the standpoint of filing. (See Chapter XXII.) An absolute rule is hard to give on this subject, since house policies differ. In dealings with small houses or with retail customers where there is less chance for confusion, it is common practice to write one letter about more than one subject. But the general tendency is to separate subjects as far as possible. 1 8. Conciseness. Conciseness is next in importance WRITING THE LETTER 13 to clearness to save time for the busy reader. Do not waste a word. Make every letter as short as is con- sistent with clearness and courtesy. Routine situations can often be well handled in two paragraphs of a sen- tence each. Almost every letter can be written on one page, thus not only saving the reader's time but the stationery of the writer as well. 19. Letter too short. The letter which is too sHort because it gives too little space to each idea, is harder to understand than a longer letter, and therefore really takes more of the reader's time. If it is so short as to omit courtesy it neglects its opportunity. A few words extra, or another sentence, add little or nothing to the cost of the letter, and may add to its effectiveness. Incorrect: Yours of the 12th ult. rec'd advising return of 2 Screen Doors. Enclosed find credit memo to cover transportation on same. Correct: Tour letter of April 12 has been received, notifying us that you were returning the 2 Screen Doors that were sent you in error. We enclose a credit memorandum for 48e., the amount of the freight paid by you. We wish to thank you for returning these, and for your trouble in packing them and notifying us. 20. Completeness. Completeness is a requisite to be borne carefully in mind. Many costly blunders are made because the writer leaves out some necessary state- ment, or simply forgets to say all that he intended. He 14 BUSINESS CORRESPONDENCE may think some topic too obvious to need mention. For example, he supposes that he does not need to refer to a previous agreement between himself and the reader; but the busy man at the desk, turning his attention from other letters to read this one, has not time to think of subjects that do not stand on the page before him. Three incomplete letters: We are returning the lace you sent, as it cam6 too late. We regret we have not the goods you desire. We wish to place an order for 200 dining-room chairs, according to the specifications and under the terms and prices discussed. Complete: We are returning the shipment of lace, your Invoice No. 45339, by express today. This was received yesterday, too late for our Spring sale. You will find on reference to our order of March 4, that this was to be shipped to reach us not later than April 15. We regret that we are completely out of the waists you ordered from our advertisement of September 10. We have In stock, however, some waists so much like them that we are venturing to send a selection, believ- ing that you will be pleased with them. Please return the ones you do not wish to keep. We wish to place an order for 200 Dining-room Chairs, according to the specifications shown in the enclosure, on terms of 2/10, net 60, and at 40% off list price. This Is according to our discussion of November 3. WRITING THE LETTER • 15 21. Correctness. Correctness in spelling, punctua- tion, grammar, and sentence construction, as well as in all the rules relating to the appearance of the letter, is first of all necessary to preserve the writer's dignity and to make the letter a worthy representative of his firm. But there is a more important reason than this. As the reader glances through the letter, striving to understand it as quickly as possible, his attention will be distracted from the subject matter by an error of any kind. It is not safe to rely on his ignorance; even men who make mistakes themselves notice them in others, and the most intelligent customers are those you care most for. And though bad grammar, punctuation, and spelling will be forgiven by the reader, you do not want him to take the time to forgive them — ^you want him to read your letter. To economize the render's attention, ie correct. 22. Courtesy. Courtesy is at least as important as any other requisite. In this direction lies the chief op- portunity of the modern letter. The business corres- pondent can never allow himself the luxury of losing his temper. No matter how irritating the letter he re- ceives, he must write a courteous reply. (See 122, and 140c.) No matter how monotonous is the succession of letters he writes, all nearly alike, he must never weary of saying "please," "thank you," "we regret," "we take pleasure," and similar courteous phrases. Eemem- ber that the reader does not grow tired of them. Courtesy should stand out emphatically in the let- ter, considering how rapidly letters are read. Use defi- nite words that show your desire to be of service or your 16 BUSINESS CORRESPONDENCE consideration for the reader's position. Let such words show up strongly at the beginning and end of the let- ter; let the first and last sentences contain positively courteous words. Often the addition of a half-dozen words will transform an unintentionally sharp letter into a pleasant one. Unless you translate your cordial feeling into words on the page, the reader of your let- ter, a thousand miles away, will never know how you feel toward him. (See the illustrations under 19, and those under 134.) When granting a favor always show clearly that it is a favor — not from a feeling of egotism, but from a wish to emphasize your good will — and ex- press it so that the recipient will perceive it in rapid reading. Say cordially : ' 'We are glad to be of service ' ' ; "We take pleasure in granting your request"; "We have tried to act as you would wish us to, had you been able to direct us." 23. How the letter is written. Many of the de- fects in letters are directly due to the necessary condi- tions under which they are written. The sender dictates them rapidly to the stenographer, perhaps a great many at a sitting. He holds in his hand a memorandum, or a letter to be answered, which has perhaps a few penciled notes in the margin. Under these circumstances he is likely to commit several errors. (a) To hesitate, and forget what he has said, thus making ungrammatical or ridiculous sentences. Wrong: However, if this proves to be a mistal^e we will ask that you kindly let us hear from you so that we WRITING THE LETTER 17 can Investigate further and ascertain what has be. come of the order you favored us with, although at the present writing we are unable to refer to the records of the shipment of June 27, so are somewhat in doubt as to whether this refers to the Gasoline Stove, although we believe that such is the case. (b) To run his ideas together with a series of "ands," instead of separating them properly. Wrong: To the writer have been passed for approval the sev- eral orders with which you have recently favored us, and we dislilje very much to withhold shipment of goods which you may be needing for the conduct of your business, but reference to our ledger shows your ac- count with us continues very much in arrears, and matured bills we feel should first receive attention, and will ask that you kindly care for balance at this time due upon receipt of the present letter, or for such part of the same as may not then have had your attention, when your orders in hand will receive our attention and goods will go forward unless you shall otherwise instruct. Right: I have been asked to give my approval to the sev- eral orders that you have recently sent us. Now, our house dislikes very much to withhold the shipment of any goods that you may need for the con- duet of your business. Still, we find on reference to our ledger that your account with us continues consid- erably In arrears. You will no doubt agree with us that matured bills should receive attention before we allow new obliga- tions to be assumed. When this letter reaches you, will you not take care of the balance that is now due, or of 18 BUSINESS CORRESPONDENCE whatever part you may not then have given your at- tention? Then we shall be very glad to forward your goods at once. (c) To change his plan as he goes on and as new ideas come to him, stringing his letter out; making the man who receives it read to the end before he knows what it is about ; perhaps even making the last part contradict the first. The writer of the following letter, besides being dis- courteous in the beginning and courteous at the end, corrects in his postscript the error of his first paragraph. He should have rewritten the letter. Wrong: We have received your letter of January 5. If yon can get. elastic hair nets at $1.90 in the size with which we are filling your orders, you are certainly buying them for a great deal less than we can import them for. Every one of our customers who has had these nets at $2.40, not $2.35, the price we have made to you, has reordered, and is well satisfied. The Marshall Novelty Company just telephoned us they had no shipment for you. We have not as yet made any low-priced velvet bags, but are about to make some in both velvet and satin. Mr. Ivey will see you about them some time this month. Very respectfully yours, P. S. — ^Tou probably refer to the 36" knotted net, our number 7445 at $1.90. Right: We think your letter of January 5 refers to a 36' WRITING THE LETTER 19 knotted hair net, which corresponds to our No. 7445 at $1.90. We shall be glad to supply you with it at that price. There is a better profit, however, and more satisfac- tion In the net you have been ordering at $2.35. We . have received many reorders from customers who have had them at $2.40. .... (d) To state some topics too briefly, forgetting tha\ the facts, which are perfectly clear to him, may not be so clear to the receiver of the letter. (e) To forget that his mental attitude of courtesy oi cordiality toward the man he is writing to, which he him- self feels definitely, will not be transmitted to the re- ceiver of his letter unless it appears in definite words on the page. (f ) To fall into monotony because he is hard pressed for time, and must write many letters -that are almost alike in subject matter. Consequently he uses the stock phrases, inherited from the legal-sounding business let- ters of the past. Particularly, while he is thinking of what to write, he is tempted to use the stock first sen- tence, "Yours of the 16th received and contents noted and in reply would state — " a sentence which is bad be- cause it is wordy, crowding out the courtesy which should be emphasized there. (See 81-85.) 24. Final directions for writing. The following di- rections summarize the foregoing divisions. They should be studied carefully until it becomes second nature to follow them. When ready to write a letter get all the circumstances fully in hand, look up all matters that need investigation, 20 BUSINESS CORRESPONDENCE determine on the degree of courtesy to be shown. Never begin to answer a letter without reading it through and thinking what your entire answer will be. Divide your material into headings, each of them a unit and the subject of a paragraph. Make the divisions small so that the paragraphs will be short. Arrange the headings in order. The principles guid- ing their arrangement for each variety of letter are dis- cussed later in the book; the general rules are given in 17d. If you are not satisfied with the letters you are writing at present, it will be worth while for a time to put the headings into the form of penciled notes. The experi- enced and able writer keeps such an outline in his head, and puts on paper only such facts and figures as he might otherwise forget. In dictating, concentrate your mind on a paragraph at a time. Let the rest of the letter go for the moment and think only of the paragraph you are writing. This will prevent confusion and will make each paragraph a unit, besides allowing you to take pains with its language. When that paragraph is finished refer to your outline for the next. Before you leave the paragraph ask yourself if it is long enough to make the impression you wish; if it is confined to a single heading ; if it is courteously phrased. "With the aid of these simple directions you can easily improve your correspondence. They follow the method used consciously or unconsciously by good writers every- where. Compare your letters with the good letters shown in the book, collected from prominent business houses. WRITING THE LETTER 21 It will be of help to read them aloud, to form a mental outline of them, and to dictate them to an imaginary stenographer, a paragraph at a time. Needless to say, none of these letters are to be learned or copied and sent out; their general style can be imitated and then applied to the problems that come up in the writer's own business. By reading these letters the writer can form .his own style from them, while he preserves his originality. It is only in this way that the good writer, whether novelist, poet, business man, or student in composition classes, learns to write: by studying both principles and ex- amples. 22 BUSINESS CORRESPONDENCE HoveBbar 5, ^915. Introduotory AddrsiB Uesera. Coles llotrla and Coopany, Ullwaulcee, WltoonBin. Body of tba letter CoDpllnentaxy oloie dlgnatuza Please aend by paroal post the following articles, and cbazge then to my aaoount} 3 papers Assorted Needles, sizes 4-8 3 bolts blue Taffeta Ribbon No. S, like enoloaed sample 3 apoole Sewing 311k to matoh 6 pairs Ladles Lisle Koae, blaokr slss B, at 50^ I return herewith a akeln of floes, whloh was too light a shade. If you have something darker in the eane color, please send It, but if notj do not trouble to get it. I wish also to return the oniff puzobased of you last week, and to get aomething in a better atylB. Yours truly, ^ 1U> Si p^^ W.\i-^