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meaning as long as we think it does, and it may be even completely objectionable or unintelligible
to our listeners. Yet these same words and expressions are apt to creep into our
copywriting. Fine shades of meaning that are of little import in social or even business
conversations have a nasty habit of confusing readers when they appear in advertising
copy. Similarly, all of us have fine "five-dollar" words that we like to use.
4. Eliminate extra and useless words. Our conversations, probably because most of us
really do like the sound of our own voices, are usually filled with extra and useless words
that don't add a single thing to the final effect or value of our remarks. Nevertheless, we do
use too many words when we talk, and the temptation to carry these word "parasites"
into our writing is often apparent. Brevity is certainly one of the important rules of
copywriting, even if it has no place in conversation. Don't cultivate brevity for its own
sake, but remember extra and useless words add nothing but increased boredom to even
the best piece of copy.
BEWARE THE BEDBUG LETTER
Whenever I had the opportunity to discuss letter writing with Mayer, the conversation often got
around to the subject of using form letters for certain customer service situations. One of his
favorite stories on the subject was included in his book:
■ Many years ago, a gentleman whom we will call Smith made an overnight trip on
one of the name trains of a famous railroad. Along with the other inconveniences of
train travel in those days, Mr. Smith made the horrifying discovery that there were
other occupants of his berth, namely, several nauseating bedbugs. When he finally
arrived home, he set himself down and wrote a letter to the railroad telling them in
no uncertain terms what he, his family, and his friends thought of a famous railroad
that allowed such things to happen to paying passengers.
By return mail, Smith received a masterpiece of apology, beautifully typed on
engraved stationery and hand-signed by the president of the road. Poor Smith was
so impressed with the letter that he was turning over in his mind the proper wording
of an acknowledgment that would apologize for his own strong language, and
that would compliment the president on the speedy and satisfactory handling of the
complaint.
And just then he happened to notice that the railroad's stenographer had inadvertently
attached Smith's original "beef" to the president's answer He looked it over ...
and you can imagine his feelings when he found written in the upper corner of his
own letter the succinct notation: "Joe, send this nut the bedbug letter."
SOME TIPS FROM BOB STONE
There are three books on direct marketing I recommend to those who ask for a starting point in
investigating this growing field. The first, of course, is Direct Mail and Mail Order Handbook I wrote
for Dartnell. Another is Bob Stone's Successful Direct Marketing Methods. Stone is not only a great
letter writer, but his book does a great job of making the whole subject understandable. Included
in the book are these special tips on letters:
www.greatestsalesletters.com - 430 -