The “open letter” is concluded with persuasive statements from the Burlington Watch Company: While appearing to be a letter directed to dealers, the insert is strategically positioned to deter a potential customer from purchasing a watch from a dealer and, instead, buy a Burlington watch directly. Today’s post features a folded insert enclosed in the c.1911 Burlington Watch Company catalog, titled “A Word to The Dealers.” These inserts included additional sales pamphlets and order forms.Ī brief study of these inserts reveals the extent to which the company worked to make the sale. The Burlington Watch Company enclosed a variety of inserts when catalogs were sent to prospective customers. Pictured: “A Word to The Dealers.” Pamphlet Enclosed within c.1911 Burlington Watch Company Catalog. No matter the issue, the Burlington Watch Company stood behind their product and would remedy any problem to keep the customer happy. However, this insert also offers proactive damage control, instilling greater trust in new customers. It is no surprise that the delicate watch could be damaged during transit. To save delay, notify us at once and we will see that the trouble is rectified immediately.”“Special Notice” Insert Enclosed within c.1911 Burlington Special Watch Delivery. “This Watch has been thoroughly tested and left our establishment in perfect condition and if out of order when received the trouble lies with the Transportation Co. The first was a “Special Notice,” ensuring the customer that if the watch was not in proper order when received, all fault was to be laid upon the transit company and not the Burlington Watch Company.
Similar to the sales catalog, when the Burlington Watch Company delivered a watch to a new customer, the package was enclosed with several inserts serving a variety of purposes. Pictured: “Special Notice” Insert Enclosed within c.1911 Burlington Special Watch Delivery.
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