Direct-from-the-founder letter

The pattern

This still is filed under Direct-from-the-founder letter.

Define

A letter in one person's voice, written as if to one reader, signed by the person who owns the outcome.

Mechanism

Personal authority. The signature is the proof. The tone is the brand. A committee cannot write this and keep the mechanism.

Verdict

Trust sits on a person

Why it works

The front page reads like a letter from a neighbour, not a catalogue: Henry Field prints a photo of 'All The Field Bunch There Is Left At Home', names each child and what they do, and mentions he was due on the air in a few minutes. That family voice carries the business message, orders running ahead of last year and 'a square deal' on orders big or little, so the reader trusts the seedsman before seeing a price. Inside, small free things, bulbs, a garden manual with a $1.50 seed order, gasoline for visitors, keep turning goodwill into orders and visits.

The big idea

The seedsman writes like a neighbour, family photo and all, so readers order from a man they feel they know rather than from a catalogue.

The offer

Seeds, baby chicks and merchandise by mail; free gladiola bulbs (page 7); a 24-page garden manual free with garden seed orders of $1.50 or more, or 25 cents; free gasoline certificates for visitors.

The proof

Orders 'running way ahead of last year'; chick flocks inspected by the Iowa Poultry Improvement Association with a 100% live delivery guarantee; about 100,000 visitors a month in summer and fall.

Lines from the ad

The Biggest Year We Ever Had

Here Is All The Field Bunch There Is Left At Home

Free Gladiola Bulbs - See Page 7

Steal this when

When customers buy from you by mail again and again, and a personal, family voice from the owner can make each issue feel like news from someone they know.

The emotion

Written to Trust. It makes the Say move.

Henry Field names each child in the family photo, promises 'a square deal' on orders big or little, and backs it with free gladiola bulbs and a 100% live delivery guarantee on chicks.