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How To Win Friends And Influence People :: Carnegie Dale Breckenridge
Страница: 45 из 194And while we are onthe subject, who gave you the lordly right to order me around?… You say it will be "mutually helpful." At last, at last, you have begun to see my viewpoint. But you are vague about how it will be to my advantage.] Very truly yours, John Doe Manager Radio Department P.S. The enclosed reprint from the Blankville Journal will be of interest to you, and you may want to broadcast it over your station.
[Finally, down here in the postscript, you mention something that may help me solve one of my problems. Why didn't you begin your letter with - but what's the use? Any advertising man who is guilty of perpetrating such drivel as you have sent me has something wrong with his medulla oblongata. You don't need a letter giving our latest doings. What you need is a quart of iodine in your thyroid gland.] Now, if people who devote their lives to advertising and who pose as experts in the art of influencing people to buy - if they write a letter like that, what can we expect from the butcher and baker or the auto mechanic?
Here is another letter, written by the superintendent of a large freight terminal to a student of this course, Edward Vermylen. What effect did this letter have on the man to whom it was addressed?
Read it and then I'll tell you.
A. Zerega's Sons, Inc. 28 Front St. Brooklyn, N.Y. 11201 Attention:
Mr. Edward Vermylen Gentlemen:
The operations at our outbound-rail-receiving station are handicapped because a material percentage of the total business is delivered us in the late afternoon. This condition results in congestion, overtime on the part of our forces, delays to trucks, and in some cases delays to freight. On November 10, we received from your company a lot of 510 pieces, which reached here at 4:20 P.M.
We solicit your cooperation toward overcoming the undesirable effects arising from late receipt of freight. May we ask that, on days on which you ship the volume which was received on the above date, effort be made either to get the truck here earlier or to deliver us part of the freight during the morning?
The advantage that would accrue to you under such an arrangement would be that of more expeditious discharge of your trucks and the assurance that your business would go forward on the date of its receipt.
Very truly yours, J. B. , supt.
After reading this letter, Mr. Vermylen, sales manager for A. Zerega's Sons, Inc., sent it to me with the following comment:
This letter had the reverse effect from that which was intended.
[Finally, down here in the postscript, you mention something that may help me solve one of my problems. Why didn't you begin your letter with - but what's the use? Any advertising man who is guilty of perpetrating such drivel as you have sent me has something wrong with his medulla oblongata. You don't need a letter giving our latest doings. What you need is a quart of iodine in your thyroid gland.] Now, if people who devote their lives to advertising and who pose as experts in the art of influencing people to buy - if they write a letter like that, what can we expect from the butcher and baker or the auto mechanic?
Here is another letter, written by the superintendent of a large freight terminal to a student of this course, Edward Vermylen. What effect did this letter have on the man to whom it was addressed?
Read it and then I'll tell you.
A. Zerega's Sons, Inc. 28 Front St. Brooklyn, N.Y. 11201 Attention:
Mr. Edward Vermylen Gentlemen:
The operations at our outbound-rail-receiving station are handicapped because a material percentage of the total business is delivered us in the late afternoon. This condition results in congestion, overtime on the part of our forces, delays to trucks, and in some cases delays to freight. On November 10, we received from your company a lot of 510 pieces, which reached here at 4:20 P.M.
We solicit your cooperation toward overcoming the undesirable effects arising from late receipt of freight. May we ask that, on days on which you ship the volume which was received on the above date, effort be made either to get the truck here earlier or to deliver us part of the freight during the morning?
The advantage that would accrue to you under such an arrangement would be that of more expeditious discharge of your trucks and the assurance that your business would go forward on the date of its receipt.
Very truly yours, J. B. , supt.
After reading this letter, Mr. Vermylen, sales manager for A. Zerega's Sons, Inc., sent it to me with the following comment:
This letter had the reverse effect from that which was intended.