Business Correspondence Part 18

The _Typographical_ Make-Up Of BUSINESS LETTERS

PART IV--THE DRESS OF A BUSINESS LETTER--CHAPTER 13

_All business houses recognize the necessity for having printed letterheads and envelopes, but the variety of designs and styles are infinite. Nothing, not even the paper, affords such an index to the character of the individual or firm as the typography of the envelope and letterhead. An impression, favorable or otherwise, is created_ BEFORE THE LETTER IS READ. _This chapter describes the methods of printing, engraving and lithographing; the advantages of each process, and the difference in prices; the proper placing of date, name and address, the width of margins, s.p.a.cing between lines--little points that contribute to the appearance of the letter and give it tone_

The feature of a business letter that invariably commands the first conscious attention of the recipient is the name--printed or written--of the firm or individual from whom the letter comes.

Except when the correspondent intentionally omits this information for the purpose of inducing the recipient to notice a circular letter that he might otherwise ignore, the name and address of the sender is printed on the envelope.

This is done for two reasons: it brings the name of the correspondent before the recipient immediately upon receipt of the letter; it tends to secure favorable attention, and it enables the post office authorities to return letters to the senders in case of non-delivery because of removals, death, wrong address or other causes.

In either case, the interests of the correspondent are best served by printing this information in the upper left corner of the face of the envelope. It is this side of the envelope that bears the address and the stamp, and consequently the only side, under ordinary circ.u.mstances, that receives attention from either the postal officials or the recipient. When the sender's name is printed in this position, it is brought prominently to the attention of the recipient as the letter is placed before him. But even a more practical reason for putting this data in the upper left corner is that such a location on the envelope permits the post office rubber stamp, "_Return to Sender_," to be affixed, in case of need, without the confusion and annoyance that is caused when this address is printed on the back of the envelope, as is sometimes done.

As a rule, the printed matter that appears on the envelope should consist merely of the name and address of the sender in plain, legible letters.

In no case should the address be ambiguous. However many branch offices the firm may have, the use of more than one address on the envelope is apt to be confusing and may result in a communication's being returned to an office other than that from which it comes. To avoid this, only one address should be printed on the envelope, and that should be the address to which the correspondence is to be returned by the postal authorities in case of non-delivery to the addressee. The trade mark or other similar distinctive imprint of a firm may properly be used on the envelope, but only in cases where it will not tend to confuse or crowd the essential wording. The name of the person to whom the letter is to be returned is of considerable more practical value to the postman than a unique design with which the envelope may be adorned.

The letterhead offers wider opportunities for an array of data.

Pictures of offices, buildings and factories, trade marks, lists of branch offices, cable codes and the names of officers and executive heads may be used, but too much reading matter leads to confusion.

The tendency today is toward simplicity. The name and address of the firm, and the particular department or branch office from which the communication comes, is regarded as sufficient by many houses. The day of the letterhead gay with birds-eye views of the plant and much extraneous information seems to be pa.s.sing, and money that was once spent in elaborate designs and plates is now put into the "quality"

of the letter paper--and quality is usually marked by dignified simplicity and directness.

Letterheads may be mechanically produced by several different processes that range widely in costs. The princ.i.p.al methods of printing letterheads are:

First: From type.

Second: From zinc or half-tone plates made from drawings--generally designated as "photo-engraving".

Third: From plates engraved on copper or steel.

Fourth: From lithograph plates, engraved on stone.

Fifth: From photogravure or similar engraved plates.

Generally speaking, letterheads printed from type are the cheapest.

The costs of type composition for an ordinary letterhead will vary from fifty cents to four or five dollars, dependent upon the amount of work. The printing ranges in cost from one dollar a thousand sheets for one color to several times that amount, dependent upon the quality of ink and paper, and upon local conditions. Many concerns are discarding letterheads printed from type, as more individuality can be shown in some form of engraved or lithographed work.

Good results may often be secured from "line cuts" or zinc plates-- which cost from five to ten cents a square inch, with a minimum charge ranging from fifty cents to a dollar--made from pen-and-ink drawings. Good and distinctive lettering may often be secured in this way, where type matter does not offer the same opportunities.

The cost of printing from zinc plates is practically the same as the cost of printing from type. If the drawings are made in water color, "wash" or oil, or if they contain fine crayon or pencil shadings, the reproductions must be made from half-tone plates. These cost from twelve cents to twenty cents a square inch, with a minimum rate that usually is equivalent to the cost of ten square inches.

Half-tones, however, can be printed only on an enamel or other smooth-surface paper, and cannot be used satisfactorily on a rough-surface paper as can zinc plates.

Copper or steel engravings are made from designs furnished either by the engraver or by some other designer. For simple engraved lettering such as is customarily used on business stationery, the cost of a copper plate is about ten cents a letter. For elaborate designs the costs increase proportionately. Steel plates, which are more durable, cost about sixty per cent more. Printing from such plates is considerably more expensive than the two processes previously described. Engraved letterheads cost from six dollars upward a thousand for the printing, while the envelopes cost approximately two dollars and fifty cents a thousand. The envelopes are usually printed from steel dies, which cost about ten cents a letter.

For large orders of stationery, exceeding 20,000 sheets, lithography offers economies in price and other advantages that render it more practical than metal engraving. The design is engraved upon stone and printed from the stone block. While the initial costs of lithography are high, ranging from $25.00 to $100.00 for the engraving (with an average cost of about $50.00), the price of printing is so moderate as to make this form of production popular among extensive users of business paper. Lithography gives a smooth, uniform and permanent impression on the paper, and permits of an indeterminate "run." The cost of printing from lithographic plates is practically the same as from steel or copper plates. The savings effected in large orders is in the cost of the plates, for copper and steel must be renewed as they become worn down.

The photogravure process is costly both in the plate-making and in the printing. While it gives a rich and uniform impression on the letter paper, and is highly valuable for reproducing pictures and ornate designs, it is adaptable only for special purposes and is not generally regarded as suitable for commercial work. A photogravure plate costs from seventy-five cents to one dollar and twenty-five cents a square inch, or about $12.00 to $50.00 for a letterhead. The printing costs about the same as for other engraved stationery. With other processes, somewhat similar in the market, this method of printing letterheads has not yet won extensive favor.

It is now almost universally recognized that a letter should be written on one side of the sheet only.

A copy should be kept of every communication that leaves the office. Either a carbon copy may be made at the time the letter is written--six good copies can be made simultaneously on the average typewriter, although one is usually sufficient--or a letter-press copy can be made from the sheet after it is signed. Both forms have been accepted by the courts as legal copies of correspondence.

Such copies are usually filed alphabetically either by the name of the company or individual to whom the letter is addressed.

Letter-press copies must necessarily be filed chronologically, even when separate books for each letter of the alphabet are maintained.

In either case the search through the files for a letter copy is facilitated by placing the name, address and date of a letter at the top.

For the same reason the date of a letter should be placed in the upper right corner of the page; the recipient must know when the communication is sent; it may have a bearing on other communications. The name and address of the addressee, similar to the address on the envelope, should in all cases be placed, as the formal salutation, in the upper left corner of the sheet, whether the correspondent be greeted "Dear Sir" or "Gentlemen." Not only does this establish at once the exact individual for whom the communication is intended but it facilitates the filing of the correspondence, both by the recipient and by the sender.

The margins of a business letter, owing to the limitations of the typewriter, are usually variable. The s.p.a.ce occupied by the letterhead must, of course, determine the margin at the top of the sheet. Theoretically, the margins at the left and right should be exactly the same size; practically, however, the typewriter lines will vary in length and cause an uneven edge on the right side. In printing, the use of many-sized s.p.a.ces not only between words but at times, between the letters themselves rectifies these variations, but the typewriter does not permit this. The more even the right margin is and the more uniform it is to the left margin, the better the effect. The margins should be about one and a half inches in width. The margin at the bottom should not be less than the side margins. Should it be smaller, the page will appear cramped for s.p.a.ce as the reading matter will be really running over into the margin--a typographical defect that is as noticeable on typewritten as on printed pages.

The s.p.a.cing between the lines and between the paragraphs of a business letter may vary to suit the tastes of the individual, although considerations of a practical nature tend to establish a few general principles.

Both for purposes of convenience and of economy, a letter should be as compact as possible, both in words and in mechanical production.

It should not take up two sheets if the message can be written on one without undue crowding. Hence most business letters are single s.p.a.ced; that is, only one s.p.a.ce on the typewriter separates the lines. Even when a letter is short, it is advisable for purposes of uniformity, to use single s.p.a.ces only.

The first line of each paragraph is usually indented from five to fifteen points on the machine. Each business house should establish exactly what this indentation shall be in order to secure uniformity in its correspondence. Instead of indenting the first line, some concerns designate the paragraphs merely by separating them by double s.p.a.cings, beginning the first line flush with the left margin. The best practice, however, seems to embody both of these methods, but the average business letter usually has its paragraphs separated by double s.p.a.cing and indenting the first line.

The address on the envelope, to which the salutation at the top of the letter should correspond, either exactly or in slightly condensed form, may be properly typewritten in various ways. The style that is most observed, however, and which has the stamp of general approval, provides for an indentation of about five points on each line of the address.

Between the lines the s.p.a.cings may be either single or double but the latter is preferable. Greater s.p.a.cing tends to separate the address too much to allow it to be read quickly.

Another approved, though less popular form of address does not indent the lines at all.

Any radical departure from these forms should be made cautiously, especially if the various items of the address are separated from each other.

The address, like a paragraph, is generally read as a unit--as a single, distinct idea. The closer the address conforms to the generally accepted forms, the more readily are the envelopes handled by the postoffice and the less danger of delay.

Getting a UNIFORM _Policy_ and _Quality_ in Letters

PART IV--THE DRESS OF A BUSINESS LETTER--CHAPTER 14

_Every correspondent naturally reflects his own personality in his letters. His distinguis.h.i.+ng characteristics, good, bad and indifferent, inevitably tend to find expression in his correspondence_--UNLESS THOSE TENDENCIES ARE GUIDED. _That is exactly what the modern business house does. It directs the work of its correspondents by means of general and specific rules as well as by instruction in the policies of the house until ail of its letters are uniform in quality and bear the stamp of a consistent personality--the personality of "the house"_

A number of years ago, the president of a company manufacturing carriages felt that he was not getting adequate results for the money he was spending in the mail sales department. One day he called a meeting of all his correspondents and asked each man what arguments he used in writing to prospects. He discovered that eight correspondents were using eight different lines of talk. One emphasized this feature of the carriage, a second based his argument on another feature, and no two correspondents were reaching prospects from the same angle or making use of the same arguments.

"Here are eight different approaches," said the president. "It is certain that one of these must be more effective than the other seven. They can't all be best. It is up to us to test them out and determine which one is best and then we will all use it."