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Business Letter Writing
Business Letter Writing
When you write a letter, you are trying to convince someone to act or react in a positive way. Your reader will respond quickly only if your meaning is crystal clear. Put yourself in the readers shoes and write in a friendly and helpful tone. Don't represent your company as one that cannot make a mistake and must always be in the right. Try not to reply in the normal bland and defensive way of organizationswrite a sincere and helpful letter. Show you are interested in the readers circumstances. If he or she has mentioned something personal in the letter, refer to it in your reply. This builds a bridge between you and the reader. Read the original letter carefully and see if there is something you can put in your letter to show your interest.
Getting a clear picture of your readers before you start to write helps to focus your writing to get your message across. The better picture you have of your readers, the better you can direct your writing. Ask questions to get a clear picture of your readers.
Who are my readers? What do they already know about the subject? What do they need to know? Will they understand technical terms? What information do they want? What do I want them to do? What interests or motivates them? What prejudices do they have? What worries or reassures them? What will persuade them to my view? What other arguments do I need to present? How are they likely to react to what I say?
If you imagine yourself in your reader's position, you're more likely to write a good letter
Make a list of the topics you want to cover but don't worry about the order. Under each topic, list key words, examples, arguments and facts. Review each topic in your outline for relevance to your aim and audience. Cut out anything that's not relevant to your aim or audience. Sort the information into the best order for your readers.
You dont have to stick rigidly to your business letter plan as it may change if you discover new information. It should help you shape your thinking but not be a straitjacket. Let your outline focus your thinking to make your writing coherent. The advantage of spending a little time setting out a plan is that it not only helps the reader, it also helps you write. By breaking down a complex topic into subject areas, you'll find it easier to concentrate on the most relevant information.
Use Contractions
Using contractions such as it's, doesn't, I'm, you're, we're, they're, isn't, here's, that's, we'll gives a personal and human feel to your writing. If there are no contractions in your writing, put some in. You don't have to use contractions at every opportunity. Sometimes writing do not comes more naturally than don't. When you speak, you probably use a combination of these stylestry to reflect this in your writing.
Instead of writing: The company policy is ... write Our policy is ... Using active verbs with personal references is a quick and dramatic way to make your writing readable and more direct.
Thank you for your letter of 8th March 1998, which has been passed to me for my attention.
I refer to previous correspondence in respect of the above and note that to date we have not received your cheque for the outstanding arrears. I write with reference to our telephone conversation yesterday regarding the above matter.
Starting with a reference to the incoming letter is weak and wastes your reader's time. Most readers skip it, looking to the second and third paragraphs to get the answer to their questions. If you step right into your subject in the first paragraph, youll show your reader you do not intend to waste valuable time. So get rid of any opening reference to the reader's letter and answer the most important question or give the most relevant information in your first sentence. Make your first paragraph do something other than just referring to known informationso plunge straight into your message and dont waste your readers time. For example, you could
answer a question ask a question explain an action taken express pleasure or regret give information
As the opening paragraph sets the tone for your letter, try to avoid using tired phrases that are wordy, give little information and create a formal and impersonal tone. Using the classic businessspeak opening of Further to... almost guarantees the rest of the letter will be a typical, longwinded, standard piece of business writing. These opening phrases are so popular because we dont have to think of what to write. Watch out for standard phrases in opening paragraphs. Examples are:
Further to my recent I am writing I refer to my letter dated I refer to previous correspondence I write in reference to In respect of the above Recent correspondence Regarding With reference to With regards to
So be sure your opening paragraph sets the right tone for your letter. Be direct and use your words positively so your reader has a good impression from the beginning of your letter. Decide what is the most important informationand put it in the your first paragraph. Dont be afraid to start your letter strongly.
detract from the impact of the letter. Take a look at these examples of good closing sentences for business letters:
I would again apologize for the delay in replying and I trust that this has clarified the points you have raised, however, if you wish to discuss any points I have not clarified, or need any further information, you may wish to telephone or contact me accordingly. I look forward to hearing from you and in the meantime, should you have any queries, please do not hesitate to contact me. I regret that I cannot be of more assistance in this matter, and should you have any further queries, please do not hesitate to contact me.
Your last paragraph should do something. In a longer letter it can summarize the key points or repeat the key message. If some action is needed, explain what you want the reader to do or what you will do. Use positive words such as when not if. Make sure you avoid using weak phrases and overused business phrases in your closing paragraph.
Thanking you for your... Hoping for a prompt reply... Thanking you in advance for your assistance... Trusting this answers your questions... Please do not hesitate to contact me I trust this clarifies the situation
End your letter positively and politely. Dont leave your reader in mid-air, but use the final paragraph to explain or repeat what you want your reader to do.
Look at these examples from typical business letters and youll see how removing the business clichs changes the tone of the sentence. The originals have a formal and impersonal tone; the redrafts sound more personal and genuine. Original: We trust this is satisfactory, but should you have any further questions please do not hesitate to contact us. Redraft: We hope you are happy with this arrangement but if you have any questions, please contact us. Original: Further to your recent communication. Please find enclosed the requested quotation Redraft: Thank you for contacting us. I enclose the quotation you asked for Hackneyed business phrases ruin a clear natural style; so avoid using them and choose your own words instead.
Samples Below
Chronological Sample 1
Chronological Sample 2
Functional Sample
Combination Sample
Creative Sample
To prove the point that she is fluent in German, this letter will be written both in English and German.
Dear Ms. Hilman: In the last 12 years as an administrative assistant, 5 of which serving the CFO of a large company, I have developed the skills that ensure the highest level of competence, time management and confidentiality. Allow me to highlight my strengths:
Fluent in German and French. Proficient in computer and office skills. Extensive meeting and event planning experience.
Most importantly, I quickly learn your preferences, your goals and objectives, and I'll do my very best to aid you in the leadership of the company. I would appreciate the opportunity to present in greater detail the contributions I would make as your Administrative Assistant. I can be reached at (999) 888-90000. I thank you in advance for your consideration. Sincerely,
Dear Jane Fonda, A proven track record in delivering projects ahead of time and under budget is the background Ill bring to your Project Manager position. Highlights of my background include:
Delivered 18 projects on time and on budget Managed teams of programmers ranging from 2 to 15. Implemented the BigBrandName ERP system.
I would like to discuss in greater detail the contributions I would make in ACME computing. I cam be reached at 5555 6666 or johnsmith@hotmail.com. Your time and consideration is most appreciated. Sincerely,
15th February 2002 Mr. Clark Kent, ACME Printing Co. 180 Dally Planet Building, Superman Drive, 78555 NY. Dear Mr. Kent, I am returning with this letter a recient shipment of 300 imprinted t-shirts (order # 234A5) along with a copy of our original purchase order. As stated, the logo should be reproduced in our corporate logo in color. The logos on the t-shirts you sent are in black which is unacceptable. Please make the necessary corrections and send another shipment of 300 t-shirts (with the correct logo colors) by the 10th of March. We need them for a company event that starts on the 20th of March. Thank you for your prompt attention on this matter. Sincerely,
This sample business letter was written to decline an offer of employment. It is written without any letterhead.
Tony Braxton 0123 Make Believe Street Wonderland 90000 25th February 2002 Mr. Clark Kent 180 Dally Planet Superman Drive 78555 NY. Dear Mr. Kent, I am most appreciative of your offer of employment. It is unfortunate that your offer arrived when it did, as I have just accepted another position. Should my situation change, I will be in prompt contact with you. However, I believe the firm in which I have chosen to associate with, holds great career promise. Thank you for your time and consideration. Very truly yours, Miss Tony Braxton
Sales Letters
Sales letters play an important part in the sales process. Some of the functions include identifying new prospects, responding to inquiries, following up on sales calls, acknowledging an order, problem solving and getting repeat business. All winning sales letters succeeds by following the AIDA formula. AIDA Stands for "Attention, Interest, Desire and Action." Attention First, the letter must get the reader's attention with a hard-hitting lead paragraph that goes straight to the point or offers an element of intrigue. A sales letter must
capture the reader's attention immediately or it won't get read. There are two common approaches that work well. 1. Open with an intriguing question or statement that grabs the readers' attention and compels him or her to read on. Here are some examples: The power to complete multiple projects on time and on budget. (For Project Management Software.) I'm writing to you about your husband. (For insurance if the husband dies.) 2. 2. Opening with a list of 5 or 6 benefits. Place the biggest benefit first followed by other benefits in declining order of importance. Here's the template: How would you like to... o Biggest benefit o 2nd biggest benefit o 3rd biggest benefit o and so on . . . Interest Next, you want to hook the reader's interest. This is usually a clear statement of the reader's problems, needs or wants. What's new? What's in it for the reader? Remember, the reader isn't interested in you or your products. They are interested in what you can do for them. Here is an example: For enterprises with sales of more than $1 billion, a best-in-class IT Asset Management program could yield $7 million savings annually, based on an IT budget of $50 to $60 million. Desire The letter should create a desire. The desire to eliminate or minimize the potential for future loss or the desire to gain something (prestige, more time, more profits, etc.). Provide a compelling reason to buy from you instead of your competition. This is called your "USP" or "Unique Selling Proposition". It's a unique advantage customers get only if they buy from you. One important USP is trust. Make your customer trust you. Provide, field tests or studies of your product, the time your company's been in business, the strength of your brand, your guarantee, testimonials from current customers and from those on your client list. Action Last but most important, your sales piece must have a call to action. You must ask your customer to do the action that you want, weather it is to buy or to click on a web site. Explain how and make it so easy for them to do so (as many payment methods as possible) that they will feel left out or disappointed if they don't. For Example: Don't delay. Take advantage of this Special Price Offer. Call NOW to place your order or complete the coupon below and send your order by email, Fax or postal mail TODAY!
Dear Miss Bonnie Tyler: This is my favorite kind of letter. How many letters have I had to write over the years advising you of a price increase? Why, you ask, am I so happy? Read on! This is to advise you that, for a limited period of time, we are reducing prices on certain items in our catalog. Take a moment to review the enclosed catalog. I have circled in red ink the items that are temporarily reduced. What an opportunity! Please take advantage of these prices. If you wish to order large quantities, or stagger shipments, give me a call and we will try to work out mutually acceptable terms and conditions. In any event, get your order in, as these prices are only in effect until 30 November 200X. I do enjoy writing this type of letter. Thank you in advance for your order. Yours very truly,