ank, excepting that
of course a very large bank has a greater capacity for making loans than
has a small bank. The amount which by law a bank may lend is definitely
fixed by the resources of the bank.

However, this is not a question of particular concern here, for very
large and important accounts are never gained through letter writing.
The field that can be reached through letters comprises the substantial
householder, the moderate-sized man in business, and the savings
depositor. A bank has no bargains to offer. What a man or a woman
principally asks about a bank is: "Will my money be safe? Will my
affairs be well looked after? Shall I be treated courteously when I go
into the bank?" The answers to these questions should be found in the
conduct of the bank itself.

A bank is not a frivolous institution. Therefore its stationery and the
manner of its correspondence should be eminently dignified. It must not
draw comparisons between the service it offers and the service any other
bank offers. It must not make flamboyant statements. Neither may it use
slang, for slang connotes in the minds of many a certain carelessness
that does not make for confidence. Above all, a bank cannot afford to be
entertaining or funny in its soliciting letters. The best bank letter is
usually a short one, and it has been found effective to enclose a
well-designed, well-printed card or folder setting out some of the
services of the bank, its resources, and its officers. Bank solicitation
is very different from any other kind of solicitation.

_Soliciting savings accounts_

GUARDIAN TRUST CO.
BAYVILLE, N. J.

January 15, 1922.

Mr. George Dwight,
Bayville, N. J.

Dear Sir:

Some time ago we delivered to you a little home safe for
savings, and we are writing to learn how you are making out
with it. Have you saved as much as you had expected? Are you
waiting to get a certain sum before bringing it in to be
credited in your passbook?

We are often asked if it is necessary to fill a home safe
before bringing it in to have the contents deposited, and we
always recommend that the bank be brought in at regular
intervals, regardless of the amount saved, for you know the
money begins to earn interest only when it is deposited with
us.

We give to small deposits the same careful atte