In reply to any letter asking a special question about your goods, always, besides as clear an explanation as you can give, of the point in question, explain some other point—throw in an extra argument.

Not long ago I wrote to a certain firm in regard to their product, and the answer to my question required only the giving of a dimension. The reply which came back simply acknowledged my letter, stated the number of inches, and ended then and there with “Yours truly.” Could they have had a better opportunity to throw in “to boot” an argument or so that would convince me I must have their product? Wouldn’t you, Mr. Reader, buy from the firm that took more pains?

It is astonishing how some firms—and many of them in an apparently flourishing condition—so lack being alive to their every opportunity. This letter was sent to about a dozen firms in the Automatic Sprinkler business:

Gentlemen:

We are going to equip our entire plant with Automatic Sprinklers to give protection against fire, and especially to lower our insurance rate. All else being equal, the work will go to the lowest bidder. If installation of work of this character is in your line, please let us hear from you at the earliest date possible.

Yours very truly,
JONES & Co.

One firm replied as follows:

JONES & Co.,
Dayton, Ohio.

Gentlemen:

Referring to your esteemed favor of the 13th inst., would say that when you are in a position to take up the matter of Sprinkler Equipment, we shall be very much pleased to hear from you and on receiving plans and specifications, will then advise you as to our ability on figuring for your contract.

Thanking you for bearing us in mind and awaiting your further advices, we remain,

Yours very truly,
THE JOHNS COMPANY.

It certainly should have been evident that the prospect was an exceedingly “hot” one, immediately in the market, and desirous of full details and particulars from competing firms who might wish to bid. Suffice it to say, one of the other firms got the contract.