Business Letters

Business letters

Basic means of formal written communication

Should be able to get the response desired from the reader

Business Letters

Inform readers about specific informationPersuade to take actionPropose your idea

Key is to Get to the point Present the information clearly

Use 7Cs in Business Letters

COMPLETE CONSIDERATION CONCISE CLARITY CONCRETE COURTESY CORRECT

Steps in writing the letter

Consider your readerGive a personal touchBe concise and to the pointBe friendly /build the relation shipCheck spelling and grammarUse the correct formatConversational style

Sections-Business Letter

Letter head - identifies the writerDate-between the letter head and inside

addressInside address - between the date and

the salutation-two lines below the date No outside punctuation is allowed but can be

used inside the address

Attention line - identifies the specific person who is to attend the letter

Salutation - writer’s greeting to the reader , placed two lines below the inside address or attention line

Subject Line - identifies letter’s subject or purpose-placed below the salutation

About Salutation

Always use titles – Prof. Dr. Rev. or Mr.With the title use the surname & never

only the first nameFor ladies use Ms. and avoid Mrs. or MissAvoid first name unless you have been

invited to do soWhen addressing the group be gender

sensitiveDo not use initials in the salutation

Sections-Business Letter-Body

Body has three parts Introduction

should open courteously and appropriately should link to the previous communication

Middle –provide details and information

Conclusion- indicate the future action and should be closed courteously

Complimentary close

Should match the salutation Sign in the first name if salutation is first name While signing do not use your title Sign in ink in particular if salutation is first name

Yours Sincerely goes with Mr. KapoorYours Faithfully goes with Sir/Madam

Signature Block

It follows the complimentary closeMention the position or job title of the

writer under the signature and typewritten name

Your name would be in lower case and Company name in upper case

After Signing - Notations

Reference Notations –ref.Enclosures –encls.Courtesy Copy –ccBlind Courtesy Copy –bccMailing notationsPost Script-PS

Layouts Full Block Layout

Each part is placed against the left margin Easy to read, modern and efficient

Modified Layout Sender’s address is placed against the right margin Date is placed against the right margin Complimentary close and the signature are also right

aligned Inside address ,salutation, paragraphs are left aligned Supplementary parts like enclosures, cc etc are left

aligned

General Rules

Letter Writing protocols are conventions Always customize to your company’s style Never lose individuality Language is subjective and there are no

fixed rules for expressing Business writing is conversational

DIRECT-DEDUCTIVE PLAN

1.Main idea request query good news

2.Explanation all details numbered questions

3. Courteous close clear statement of action desired easy action appreciation

HOW TO ASK QUESTIONS

Cover one topic in each questionTry and evoke ‘yes’ or ‘no’ type of answersUse separate paragraphs for one topicUse numbers instead of bulletsAsk specific and concrete questions

INDIRECT -INDUCTIVE PLAN(Bad News)

1.Buffer- pleasant or neutral2. Explanation

necessary details tactfully pertinent facts reader benefit reason

3. Decision-implied or expressed 4.Positive close

appreciation invitation for future easy action reader benefit goodwill

BUFFERS

Agree on something significantAppreciate somethingAssurance for futureShow cooperationGrant somethingShow understanding & concern

For many years your company has been sending free copies of a glossy magazine, ‘’Discovery’’ to any one who requested to be on your mailing list .The cost of this publication is about $3.10 each issue. In an effort to pare expenses ,your firm’s directors have suggested charging for postage on those magazines sent outside the United States. This number is sizeable as you have readers in several European countries , in Hong Kong ,in India and in Africa. Write a pleasant letter explaining the new policy. ( use the appropriate style of writing letters and explain why you have done so)

AIDA

A- ATTENTION

I- INTEREST

D- DESIRE

A - ACTION

INDIRECT-INDUCTIVE PLAN-AIDA

1.ATTENTION -reader benefit

2. INTEREST descriptive details psychological appeals reader benefits

3. DESIRE statement of request conviction material to help increase desire

4. ACTION clear statement of easy action special inducement reader benefit plug

How to grab attention

Open with a challenging statement, comment or assertion

Open with a sincere compliment Open with a frank admission of favor Open by stating the problem Open by asking a question Use a short, story, event, solution to a problem Explain the uniqueness of product\service

How to arouse interest

Talk about the featuresAppeal to direct & indirect needsShow the linkage between needs and

benefitsHandle negatives positively

How to increase desire

Facts from satisfied customersTestimonialsPerformance testsFree trialGuaranteeSamplesPrice

How to induce action

State easy actionInduce action by offering discounts, and

special features

DIRECT MAIL ADVERTISING ACCOUNTS FOR ABOUT 15% OF ALL MONEY SPENT

ON ADVERTISEING IN THE UNITED STATES

SALES FLYERS – AMERICA’S EXAMPLE

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SALES FLYERS – TYPES

DIRECT MAILERS

CATALOGS

BROCHURES

ADVERTISEMENTS

E-MAIL

TELEMARKETING

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SALES FLYERS TO SALES HAPPENING

HOW TO MAKE A WINNING SALES LETTER? 

GRAB

ATTENTIONBUILD

INTERESTCREATE

DESIREMOTIVATE

ACTION

=

+ + +

WINNING LETTER

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JOB OF A SALES LETTER

IS TO CONVERT COLD FACTS

INTO WARM FEELINGS &

READERS BENEFITS

SALES FLYER

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RECOMMENDATION LETTERS

TypesEmployment LettersAcademic Letters

Benefits Verifies experience

Confirms competence

Builds credibilityBolsters confidence

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CHOICE OF A RECOMMENDERWho

Knows your abilities well enough to be credibleCan provide well written letterHolds a respectable position

HowAsk personally and earlyVolunteer information about yourself and plans

`

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ContentsWriting letter of recommendation for someone Be honest If not sure ask for draft letter Be sensitive to deadlinesWriting your own letter of recommendation List your strengths talent and abilities Highlight your strengths and accomplishments Specify your qualities relevant to current situation Use professional vocabulary and style

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FORMAT FOR LETTER OF RECOMMENDATION

Introduce yourself, position, Organisation, relationship and duration you know applicantGeneral impression of the applicant

Applicant QualitiesProfessional/Academic qualitiesSpecific skillsPersonal qualitiesPast accomplishmentsWeaknessesFuture potential

How he can contribute to the CompanyReaffirmation

Conclusion

Body

Introduction

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ACADEMIC LETTERS

From former or current professors, employersAcademic performance and participationHonors and rewardsInitiative, dedication, integrity, reliabilityResearch projects undertakenContributions to classroom discussionsWillingness to follow school policyAbility to work with othersAbility to work independently

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Invitation letter-Recipients

CustomersSuppliersBusiness executivesBanksInsurance agenciesTransportersGovernment agenciesCompany employees

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Invitation letter- Purpose

Business meeting Customer seminar/workshop Conferences/Exhibitions Company parties/celebration Social gathering Fund-raising events

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Invitation letter-Structure

Main idea Invitation request Inclusion of as many Ws of communication

ExplanationAgendaInclusion of all details the reader will appreciate

and need

Action Seeking confirmation of attendance

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WHAT IS IT? Tool for recovering overdue payment

OBJECTIVES

Get paidRetain customer goodwill

COLLECTION LETTERS

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COLLECTION LETTERS-HOW TO WRITE ONE ?

Gather all facts of customer's account

Offer discounts for early payment

Never suggest customer might be dissatisfied

Use the “you” approach and motivating factors

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COLLECTION LETTERS-FORMAT

Opening and Closing: Use Dear Customer (Mr./Ms./Mrs. (last name) Sign letter personally

 Body Dates of Invoices and total amount due Request for Full Payment

 Tone Be Firm but sincere with a non-threatening tone. Urgent and Unapologetic

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COLLECTION LETTERS – SEQUENCE

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COLLECTION LETTERS

REMINDER Friendly reminder with courteous tone Send copy of original bill. Stamp on it “Reminder” or “Past Due”

ENQUIRY Help solve financial difficulty Offer initial partial payments Use positive wording, but state firmly

penalties/interest due

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APPEAL Positive approach Negative Approach(Sense of fairness/ (Legal action/debts/ pride/credit standing) loss of privileges)

ULTIMATUM Give deadline or get commitment to

repayment agreementDon’t use name-calling or make accusations.

COLLECTION LETTERS

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REFUSALS - MEANING

1) The act or an instance of refusing.

2) An option to accept or reject something.

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ESSENTIALS OF A NEGATIVE MESSAGE

ACCEPTANCE

PROTECTION

MESSAGE CLARITY

POSITIVE IMAGE

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Approaches in Communicating Negative Messages

Professor : "Now if you were to give someone an orange, how would you go about it?"

Little Johnny: "Here's an orange."

Professor: "No! No! Think like a lawyer!"

Little Johnny: 'I hereby give and convey to you all and singular, my interests, rights, claim, title and advantages of and in, said orange, together with all its rind, juice, pulp, and seeds, and all rights and advantages with full power to bite, cut, freeze and otherwise eat, the same, or give the same away with and without the pulp, juice, rind and seeds, in any deed, or deeds, instruments of whatever nature or kind whatsoever to the contrary in anywise notwithstanding..."

Direct Approach

Indirect Approach

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The Indirect Approach

Closing

Reasons

Buffer

Bad News

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