Lecture 6: Writing Effective Business Letters. 2 Writing Effective Business Letters I.The letter parts A.Standard letter partsStandard letter parts B.Additional

Lecture 6: Lecture 6: Writing Effective Business LettersWriting Effective Business Letters

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Writing Effective Business LettersWriting Effective Business Letters

I. The letter partsA. Standard letter partsB. Additional letter parts

II. Four styles for letter formatA. Full block formatB. Modified letter formatC. Semi-block formatD. Simplified format/ AMS format

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III. Use of RTA formula

A. RR -- Establishing Rapport

Ways of establish rapport

B. TT -- Influencing the reader’s thinking

Ways of influencing the reader’s thinking

C. AA -- Motivating action and attitude

Ways of motivating action


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IV. Tone1. Using a “you” attitude2. Emphasizing reader benefits3. Thinking positively4. Saying things positively


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Standard Letter Parts & Four Standard Letter Parts & Four Styles for Letter FormatStyles for Letter Format

A. Full block format

B. Modified letter format

C. Semi-block format

D. Simplified format / AMS format

(See Supplementary Reading for examples)

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Use of RTA FormulaUse of RTA Formula

A. R (Establish Rapport)

B. T (Influence Thinking)

C. A (Motivate Action and Attitude)

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Use of RTA Formula (cont’d)Use of RTA Formula (cont’d)

R (Establish Rapport)

The first paragraph establishes rapport between the writer and the reader by focusing on the reader’s interests and concerns.

T (Influence Thinking)

The middle paragraphs build a bridge between writer and reader by providing information that will influence the reader’s thinking about the connection between the reader’s concern and the writer’s.

A (Motivate Action and Attitude)

The last paragraph encourages the reader to take action and to have a positive attitude.

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A.A. Establishing Rapport (R)Establishing Rapport (R)

Dear Steve:

I enjoyed meeting with you at the Louisville Show. Although I am disappointed to find that you’ve changed sources on the Early American drawer pull, the attached documentation will recap our record of the service situation in 1996.

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B.B. Influence Thinking (T)Influence Thinking (T)

We sold only two (2) orders to Komfort in1996. We received orders #30529 and #30530 on June 16, 1996.

#30529 was wanted on September 17, 1996, but we acknowledged to ship on September 21 and shipped on September 19. (Our lead time at that point was 12 weeks. We sent order acknowledgment copies to Komfort.)

#30503 was wanted on October 17, 1996 and it was shipped on September 28.

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C.C. Motivating Action and Motivating Action and Attitude (A)Attitude (A)

Steve, we would like to sell to you again. Whether it is a machine highlighted part or a hand-buffed item, we can be competitive in price and service. Our sales representative in Los Angeles is Rick Henson. He will contact you in the next few days to discuss your future direction on drawer pulls.

Again, thanks for stopping at the show, and please contact me if I can ever be of help.

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R: Ways of Establishing RapportR: Ways of Establishing Rapport

1. Respond immediately to the issues in the letter you are answering

Open your letter with a statement that responds to the reason for writing

Answer their questions Tell them how you have followed up on their

request Acknowledge their problem or tell them that

you need more information

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R: Ways of Establishing Rapport R: Ways of Establishing Rapport (cont’d)(cont’d)

2. State your appreciation

3. Use the name of a mutual friend oracquaintance

4. Suggest how your reader will benefit

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1. Respond immediately to the issue(s) in the letter you are answering

You can expect twelve twin gaslight fixtures (#M6986) that you ordered to arrive by April 18. They were shipped by UPS this morning.

When you expressed concern that our sales reps have not been calling on your store, we immediately investigated the matter.

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2. State your appreciation

Thank you for your letter describing how much you have appreciated our services. Your generous praise makes us want to do even better.

We appreciated your letting us know that delivery of the equipment we ordered (from you) would be late.

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3. Use the name of a mutual friend or acquaintance

While I was visiting your Toledo plant last week, I had a chance to meet with your purchasing agent, Mary Smith. She suggested that I write to you about how our line of drill-bits could solve a problem your Toledo plant is having with its presses.

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4. Suggest how your reader will benefit

The Securities and Exchange Commission has just issued a ruling that can save you thousands of dollars in broker’s fees. That is why I am writing to you.

We can reduce your heating and air-conditioning costs by 15 percent - if not, our service will cost you nothing.

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T: Influencing the Reader’s ThinkingT: Influencing the Reader’s Thinking

To encourage the reader to go along with you

To provide readily understandable information that will influence them positively

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T: Ways of Influencing Reader’s T: Ways of Influencing Reader’s ThinkingThinking

Logical orderLogical order Using grouping and ordering techniques to help you logically organize letters

Psychological Psychological orderorder

Getting a potential client’s concern

Explaining the service your company can provide

Pat Kirwin’s case:

Pat knew that his readers would first need to feel the threat of fire before they could become interested in his company. He began his letter by mentioning the recent fires and only later explained the service his company could provide.

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T: Ways of Influencing Reader’s T: Ways of Influencing Reader’s ThinkingThinking

Logical OrderLogical Order

Major Idea: Use our sound systems to solve evacuationI. Problem: Deaths from firesII. Solution: Good sound systems

A. Are working with several building ownersB. Are knowledgeableC. In business 30 yearsD. Need sound in stairwellsE. No charge for initial consultation

Major Idea: Use our sound systems to solve evacuationI. Problem: Deaths from firesII. Solution: Good sound evacuation systems

A. My company can provide it because we1. Are working with several major high-rises2. Have been in business 30 years3. Discovered need for sound in stairwells

B. It is not too difficult - we don’t charge for initial consultation

VersusVersus

Pat’s Letter

Dear (name of potential customer):

Fire strikes without warning! Are you prepared with a safe evacuation system?

The recent wave of fires and deaths in high rise buildings around the country has been a source of concern for owners and tenants alike. To ensure that you have a good fire and safety evacuation system, a reliable communication system is essential.

We have been in the communications business in Columbus for 30 years assisting many industrial and business firms in handling their communications problems. We can give you the sound system you need.

At present, we are working with several high-rise building owners in the downtown area, including the Sheraton Hotel and Motorists Mutual Insurance Company, in providing systems to evacuate tenants in case of fire or other disasters.

(Continue)

We have learned that, in evacuating people, the stairwell is one building area that especially needs sound coverage. Most buildings we have inspected appear to have little or no coverage in this area.

There is no charge or obligation on your part for consultation and survey activities. You may be surprised at how reasonable the investment is for a good fire and safety system. Please call us at your convenience; we will be happy to set up an appointment to discuss some of our ideas.

Fire can strike at any time. Act now to ensure your building’s safety.

Sincerely yours,

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A: A: Motivating Action and a Motivating Action and a Positive AttitudePositive Attitude

To reinforce your main message To motivate your readers to take the action you

desire and promote their positive attitude toward you and your company

To make action easy for the reader To express appreciation To look forward a positive relationship in the future

Our sales representative… will contact you in the next few days to discuss your future direction on drawer pulls.

Again, thanks for stopping at the show, and please contact me if I can ever be of help.

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A: Motivating Action and a Positive A: Motivating Action and a Positive Attitude in your Closing SentencesAttitude in your Closing Sentences

1. State the desired action and indicate how the reader will benefit

Fill in and return the enclosed card, Mr. English, and your reservation at the Regent will be assured.

If you’ll just let me know what time would be most suitable for meeting next week, I’m sure we can settle your account to our mutual satisfaction. To set up an appointment, please call me at (501) 555 - 1895.

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A: Motivating Action and a Positive A: Motivating Action and a Positive Attitude in your Closing SentencesAttitude in your Closing Sentences

2. Reinforce the positive relationship By honoring our original contract, you are assured of

the best system available. Thank you for your generous contribution to the

success of our program. I hope we might have opportunities to work together again in our career awareness and development efforts.

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ToneTone

1. Use a “You” AttitudeDRAFT

We are glad we can now ship our 5052 parts. We look forward to continuing to receive your orders and to getting them out on schedule.

By contrast, the following revision reveals a writer concerned with what the reader wants to know:

REVISIONYou will be glad to know that your 5052 parts will be shipped to you on November 20. We look forward to supplying you with the equipment you need.

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Tone (cont’d)Tone (cont’d)

2.Emphasize reader benefitsDemonstrate your concern by stressing what they will gain by taking in your information

DRAFT Let us know whether we can extend Dr. Genovese’s services to

your company. Her expertise considerably enhances the extent of our consulting services. We are now informed of the latest advances in solar energy research. We would be glad to answer any questions you might have.

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2. Emphasize reader benefits The following revision focuses on how the reader

would benefit:

REVISION Let us know whether we can extend Dr. Genovese’s services to

your company. She would be happy to answer your questions, especially as to how solar energy can lower your overhead and increase profits. We think you will find her explanations exceptionally clear and relevant to your situation.

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3. Think positivelyThe Left-hand column creates a negative image; those in the right-hand column put the information positively. Also, avoid asking a question if it invites the reader to think of a negative response:

Why not return the enclosed card with your check today? (Possible response: because it’s the end of the month and my bank account is empty.)

Just return the enclosed card with your check today.

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4. Saying things positively

Instead of:Instead of: Try:Try:Confirming your reservation will ensure against cancellations and delays.

Confirm your reservation before May 15 to ensure your place and on-time departure.

We cannot grant you credit. By paying cash, you take advantage of our 10 percent discount.

We don’t offer 6-month leases. We offer 1-year leases. Otherwise we rent on a monthly basis.

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~ The End ~

Documents

Lecture 6: Writing Effective Business Letters. 2 Writing Effective Business Letters I.The letter parts A.Standard letter partsStandard letter parts B.Additional