Circular Letters

A Circular letter is a standard letter that

contains identical information that are sent
to several recipients. Circular letters often
contain forms or cut-off slips and are
normally created using the mail merge
wizard in Microsoft Office Word.
 CIRCULAR LETTERS
 Used to send the same information to a
number of people.
 Used in sales campaigns and for
announcing important developments in
business, such as extensions,
reorganisations, changes of address, etc.
 CIRCULAR LETTERS
 A circular letter is prepared once only and
it may then be duplicated for distribution
to the various recipients. Names,
addresses and individual salutations may
be inserted after duplication in order to
personalise the letter
 CIRCULAR LETTERS
 Word processing with its mail-merge
facilities makes it possible for each letter
to be an original, with the 'variable' details
(eg inside address, salutation, etc) being
merged with the letter during print­ing.
 Although circulars are being sent to many
people, it is important to suggest an
interest in the recipient
­ient by giving them a
personal touch
 CIRCULAR LETTERS
Remember the following rules:
1. Be brief - people will not read a long-winded circular.
2. Make the letter as personal as possible by addressing
each letter to a particular person, by name if you know
it. Use Dear Mr. Smith instead of Dear Reader, Dear
Subscriber or Dear Customer instead of Dear Sir or
Madam. Never use the plural form for the salutation -
remember, one recip­ient will read each individual
letter.
3. Create the impression of personal interest by using
you, never our customers, all customers, our clients,
everyone.
 CIRCULAR LETTERS
 Instead of
– Our customers will appreciate
– We are pleased to inform our clients Everyone
will be interested to learn

 Say
– You will appreciate
– We are pleased to inform you
– You will be interested to learn
 Circular Letters
 When writing a circular letter, remember
these important guidelines:
– Keep it brief, otherwise it may not be read
– Ensure the letter is informative and direct
– Use individual terms, e.g. ‘you’, not ‘all of
you’.
 Form Letters
A form letter is also a standard letter that is
used repeatedly to reply to clients,
customers, members or the general public
requesting similar information.
 preparing circular and
form letters
If the letter include a cut-off slip to be filled
and returned, the guidelines listed below
must be followed:
1.the cut off slip/form must end one inch
from the bottom of the page.
2.The cut-off slip/form must be separated
from the letter using a continuous line from
margin to margin.
 preparing circular and
form letters
3. The symbol of a pair of scissors may be
inserted to the left or centre of the line.
4. Leave two (2) line spacing after the
separation line.
5. The blank spaces to be filled in should be
drawn using continuous full stops or
underscore.
 preparing circular and
form letters
6. Leave at least two (2) line spaces below
the letter before creating the form.
7. The writing lines should be done in
double line spacing.
8. Three (3) line spacing should be left for
the signature.
 preparing circular and
form letters
9. Leave at least ten single line spaces for
the insertion of the personalized recipient
information in the letter.
10. There is usually no reference.
 CIRCULARS ANNOUNCING CHANGES IN
BUSINESS ORGANISATION

Changes in a firm's business arrangements

may be announced by circular letters such
as those which follow. Where the
salutation has been left blank, it has been
presumed that the letter would be word
processed and individual names,
addresses and salutations would be
merged to add a personal touch.
Expansion of existing business
Dear Customer
To meet the growing demand for a hardware and general store in this
area we have decided to extend our business by opening a new
department.
Our new department will carry an extensive range of hardware and
other domestic goods at prices which compare very favourably with
those charged by other suppliers.
We would like the opportunity to demonstrate our new merchandise to
you and so are arranging a special window display during the week
beginning 24 June. The official opening of our new department will
take place on the following Monday 1 July.
We hope you will visit our new department during opening week and
give us the opportunity to show you that the reputation enjoyed by
our other Departments for giving sound value for money will apply
equally to this new department.
Yours sincerely
 Opening of a new business
Dear Householder

We are pleased to announce the opening of our

new retail grocery store on Monday 1 September.
Mrs. Victoria Chadwick has been appointed
Manager. She has 15 years experience of the trade and
we are sure that the goods supplied will be of sound1
quality and reasonably priced.
Our new store will open at 0800 hours on Monday
1 September. As a special celebration offer a discount of
10% will be allowed on all purchases made by the first
50 customers. We hope we can look forward to your
being one of them.

Yours sincerely
Establishment of a new branch
Dear

Owing to the large increase in the volume of our trade with the Kingdom of Jordan, we
have decided to open a branch in Amman. Mr Faisal Shamlan hasbeen appointed as
Manager

Although we hope we have provided you with an efficient service in the past, this new branch in your
country will result in your orders and enquiries being dealt with more promptly.

This new branch will open on 1 May and from that date all orders and enquiries should be sent to
Mr Faisal Shamlan Manager
Tyler & Co Ltd
18 Hussein Avenue
Amman
Tel: (00962)6-212421
Fax: (00962)6-212422

We take this opportunity to express our thanks for your custom in the past.
We hope these new arrangements will lead to even higher standards in the service we provide.

Yours sincerely
 Removal to new premises
Dear
The steady growth of our business has made necessary an early move to new
and larger premises. We have been fortunate in acquiring a particularly good
site on the new industrial estate at Chorley, and from 1 July our new address
will be as follows:
Unit 15
Chorley Industrial Estate
Grange Road
Chorley
Lines CH2 4TH
Telephone 456453 Fax 456324

This new site is served by excellent transport facilities, both by road and rail,
enabling deliveries to be made promptly. It also provides scope for better
methods of production which will increase output and also improve the quality
of our goods even further.

We have very much appreciated your custom in the past and confidently expect
to be able to offer you improvements in service when the new factory moves
into full production.

Yours sincerely
 Reorganisation of a store's departments

Dear

In order to provide you with even better service, we have recently

extended and relocated a number of departments in our store.

On the ground floor we have a wide selection of greetings cards,

including both boxed and single Christmas cards.

In the Children's and Baby wear Department on the first floor there is a new
'Ladybird' section.

Our Fashion Fabrics and Soft Furnishings Departments are together on the
second floor. Light Fittings and Electrical Goods are relocated on the third floor.

The basement displays a good collection of wallpapers, most of which we are

able to supply within 24 hours.

We thank you for your past custom and hope we may continue to be of service
to you.

Yours sincerely
 Death of a colleague
Dear

It is with much sadness that I have to tell you of the sudden

death of our Marketing Director, Michael Spencer. Michael
had been with this company for 10 years and he made an
enormous contribution to the development of the business.

He will be greatly missed by all his colleagues.

I am anxious to ensure continuing service to you. Please contact me

directly with any matters which Michael would normally deal with.

Yours sincerely
 CIRCULARS ANNOUNCING CHANGES IN
BUSINESS PARTNERSHIPS
 When a change takes place in the membership
of a partnership, suppliers and customers should
be informed by letter. For retiring partners this is
particularly important since they remain liable
not only for debts contracted by the firm during
membership but also for debts contracted with
old creditors in retirement.
 The correct signature on such letters is that of
the name of the firm without the addition of any
partner's name.
 Retirement of a partner
Dear

We regret to inform you that our senior partner, Mr. Harold West, has
decided to retire on 31 May due to recent extended ill-health.

The withdrawal of Mr. West's capital will be made good by contributions

from the remaining partners, and the value of the firm's capital will there
fore remain unchanged. We will continue to trade under the name of
West, Webb & Co, and there will be no change in policy.

We trust that the confidence you have shown in our company in the
past will continue and that we may rely on your continued custom. We
shall certainly do everything possible to ensure that our present
standards of service are maintained.

Yours sincerely
 Appointment of a New Partner
Dear

A large increase in the volume of our business has made necessary an

increase in the member­ship of this company. It is with pleasure that we
announce the appointment of Mrs. Briony Kisby as partner.

Mrs. Kisby has been our Head Buyer for the past 10 years and is well
acquainted with every aspect of our policy. Her expertise and
experience will continue to be of great value to the company.

There will be no change to our firm's name of Taylor, Hyde & Co.

We look forward to continuing our mutually beneficial business relationship

with
you.

Yours sincerely
 Conversion of partnership to
private company
Dear

The need for additional capital to finance the considerable growth in the
volume of our trade has made it necessary to reorganize our business
as a private company. The new company has been registered with
limited liability in the name Barlow & Hoole Limited.

We wish to stress that this change is in name only and that the nature
of our business will remain exactly as before. There will be no change
in business policy.

The personal relationship which has been built up with all customers in the
past
will be maintained; we shall continue to do our utmost to ensure that you are
completely satisfied with the way in which we handle your future orders.

Yours sincerely
 LETTERS ANNOUNCING CHANGE OF
REPRESENTATIVES
Dismissal of firm's representative

Dear
We wish to inform you that Miss Rona Smart who has been our representative
in North-West England for the past 7 years has left our service.

Therefore she no longer has authority to take orders or to collect accounts on

our behalf.

In her place we have appointed Mrs. Tracie Coole. Mrs. Coole has for many
years had control of our sales section and is thoroughly familiar with the needs
of customers in your
area. She intends to call on you some time this month to introduce herself and
to bring
samples of our new spring fabrics.

We look forward to continuing our business relationship with you

Yours faithfully
 Dismissal of firm's representative
If the representative left of her own free will and was a valued member of staff
the first paragraph of the above letter would be more suitably expressed as
follows:

Dear

It is with regret that we inform you that Miss Rona Smart who has been our
representative for the past 7 years has decided to leave us to take up
another appointment

Therefore she no longer has authority to take orders or to collect accounts on

our behalf.

In her place we have appointed Mrs Tracie Coole. Mrs Coole has for many
years had control of our sales section and is thoroughly familiar with the needs
of customers in your area. She intends to call on you some time this month to
introduce herself and to bring samples of our new spring fabrics.

We look forward to continuing our business relationship with you

Yours faithfully
 Appointment of new representative

Dear

Mr. Samuel Goodier who has been calling on you regularly for the past 6 years, has now
joined our firm as junior partner . His many friends will doubtless be sorry that they will see
him much less frequently and we can assure you that he shares their regret.

Mr. Goodier hopes to keep in touch with you and other customers by occasional visits to his
former territory.

Mr. Lionel Tufnell has been appointed to represent us in the South West and Mr Goodier
will introduce him to you when he makes his last regular call on you next week. Mr. Tufnell
has worked closely with Mr. Goodier in the past and he will continue to do so in the future.

Mr Goodier will continue to offer help and advice in matters affecting you and other
customers in the South, West, and his intimate knowledge of your requirements will be of
great benefit to Mr Tufnell in his new responsibilities.

Our business relations with you have always been very good, and we believe we have
succeeded in serving you well. It is therefore with confidence that we ask you to extend
to our new representative the courtesy and friendlines you have always shown to Mr
Goodier.

Yours faithfully
 INTERNAL CIRCULARS TO
STAFF
Many circulars are written to staff regarding
various matters concerning :
 the general running of business,
 safety and security,
 administrative matters and
 many other things.

A memo is some used for more day-to-day

matters, but for some matters a formal letter may
be printed on the company' s letter headed paper.
 Announcement about new
working hours
NEW WORKING HOURS

With effect from 1 September 200_ working

hours will be amended to 0930 to 1730
Monday to| Friday instead of the present
working hours of 0900 to 1700.

I hope you will find these new hours convenient. If

you anticipate experiencing any difficulties please
let me know before 14 August.
 Notice about new car park
NEW CAR PARK

You may be aware that some old buildings on our site have been
demolished. A piece of land in this area has been cleared so that it may
be used as a car park.

The new car park should be ready for use by 28 October. It will be
available between 0730 and 1830 hours Monday to Friday. The
company takes no responsibility for loss or damage to vehi­cles or
contents while in the car park.

If you wish to use the car park please obtain an agreement form from
Mr John Smithson, Security Officer. This form must be completed and returned
to him before using the car park.

Copy John Smithson, Security Officer

 Information about store
discount
DISCOUNT AT QUANTUM STORES

An agreement has been reached which will allow all our employees to
take advantage of the special discount scheme operated by Quantum
Stores.

As an employee of Omega International you will receive 10% discount

on any goods which are not already reduced in price. A discount of 2%
will be given on reduced price or sale goods. If you wish to claim the
discount you must show your Omega identification badge.

These discounts will take effect from 1 September 20__

 Security information to Heads
of Department
SECURITY

In view of recent bomb threats received by several competitors, please

brief your staff on the following points of security.
1 All employees must wear a name badge at all times.
2 All areas must be kept as clean and tidy as possible. This will
reduce potential areas where bombs may be hidden.
3 Do not tamper with or move any suspicious object. The manager
should be informed and the police notified.
4 Evacuation should follow estabhlished fire drills.

All incidents must be taken seriously and a detailed report must be

submitted to me.

Please stress to all your staff that they have an important part to play
in
maintaining a high level of security in all areas at all times
10TH ANNIVERSARY CELEBRATION

Omega International is celebrating its 10th year of providing quality

communications equip­ment. Approximately 50 representatives from
Omega clients are expected to attend a special loth Anniversary
Celebration on Friday 29 October 20—.

The directors have decided to invite all employees who have been with
Omega for at least 5 years to attend this special function. I am pleased
to
extend to you an invitation to join us at Omega's 10th Anniversary
Celebration. Cocktails and a buffet supper will be provided.

This special function will take place from 1800 to 2300 hours at The
Mandarin Suite, Oriental Hotel, West Street, London.

Please let me know whether you will be attending by returning the

tear-off
portion before 31 August.

I hope you will be able to join us.

 Example of tear-off slip
Please return to Mrs Judy Brown, Administration Manager, before
31 August.

I shall/shall not* be attending the 10th Anniversary Celebration

on Friday 29 October.
Name ...............................................................................................
........................................

Designation/Department

.....................................................................................................
.
Signature
..............................................................................

Date .........................................

*Please delete as applicable.

 CHECKLIST FOR CIRCULAR
LETTERS
 Personalise circular letters by merging
individual inside address
 Address the recipient by name if you
know it, otherwise use singular form
'Dear Customer', 'Reader' - NOT
'Customers', 'Readers'
 Insert a handwritten salutation if
appropriate
 Show a personal interest - use 'you'
instead of 'all customers', 'everyone'.
 Circular Letters
 A circular letter is one that is sent out to
many people at the same time. The letter
may be prepared once only and then
duplicated.
 Circular letters may be sent for many reasons.
Circular Letters - example
 Circular with Tear-off Slip
 Sometimes when sending out a circular letter a reply
is needed. To ensure that you receive the required
reply from everyone, a tear-off slip may be included,
which may be completed and returned to you.
 When designing a tear-off slip:
– Use a continuous line of dots or hyphens for ‘tearing’
– Include a return date and address
– Use double-spacing where details have to be completed
– Leave sufficient space for completion of relevant
information
Circular with Tear-off Slip - example
 Key Points to Remember
1. Circular letters are useful for communicating a
message to hundreds, sometimes thousands of
people.
2. Circulars may be sent for a variety of reasons – to
introduce new products, to advertise special offers,
etc.
3. Make circulars personal by using ‘you’, not ‘all of
you’
4. Remember that only one person will read each
individual letter so this has a bearing on the
language used.
5. Sales letters are a special form of advertising,
aiming to sell a company’s goods or services.
 Key Points to Remember

6. Sales letters must arouse interest, sound

convincing, create a desire and encourage the
reader to take action.
7. Write in a positive, convincing style but don’t be
aggressive.
8. Present advantages and benefits to the reader.
9. Use the 5 step process in the ‘carrot and stick
strategy’.
10. Encourage a response from the reader – a phone
call, a visit, a reply on an attached form, etc.
 Reply form
Reply form accompanies a letter sent to
clients of a training organisation.
Clients are asked to specify whether or not
they would like to attend a one-day
management conference, when
accommodation will be required, and
enclose a cheque to cover the cost.
REPLY FORM

Please complete and return by 15 February 200— to

Mr F J Fredericks Personnel Manager Professional Training Pte Ltd
126 Buona Vista Boulevard KUALA LUMPUR Malaysia
ONE-DAY MANAGEMENT CONFERENCE SATURDAY 3 APRIL 200_
1 I wish/do not wish* to attend this conference.
2 I require accommodation on D Friday 2 April D Saturday 3 April
(Please tick)
3 My cheque for M$400 is attached (made payable to Professional
Training Pte Ltd)
Signature ...........................................................
Date.
Name (in caps) .............................................................
Title .........
Company Address...
Post code.
Telephone ......................................................... Fax
*Please delete as necessary.
 CIRCULARS WITH REPLY
FORMS
A tear-off slip is often used when a reply is required from
people to whom a circular is sent. Alternatively a separate
reply form may be used. The important points to
remember
with such reply sections are:
1. Always begin with 'Please return by__ to __.This is a
safeguard in case someone separates the tear-off
portion or reply form from the main letter.
2. Use double spacing for the portion which will be
completed.
3. Leave sufficient space for completion after each
question/heading.
4. Use continuous dots where answers are required.
 CHECKLIST FOR TEAR-OFF
SLIP
 State reply date
 Mention to whom the form should be returned:
1. Internal forms - name/title only
2. External forms - name/title/company name and address
 Use same heading as covering document
 Use double spacing
 Use personal terms - I wish, I shall/shall not
 Use options/boxes where appropriate
 Leave sufficient space for completion
 Ensure the form contains everything you need to know
Importance and advantages of circular letter

 Easy method of conveying information

 Achieving economy
 Saving time
 Less effort
 Creating market
 Increasing consumer’s confidence
 Creating public consciousness
 Reply-Paid Cards
 Sometimes a company will enclose a special
reply-paid card for you to complete and
return. The postage on these cards is pre-
paid by the company.
 A charge will be made by the post office only
for the actual cards that are returned.
Reply-Paid Cards - example
 Sales Letters
 Sales letters are a very selective form of
advertising. They aim to sell a company’s
goods or services, or they persuade readers
to take up special offers.
 All sales letters must:
– arouse interest
– sound convincing
– create a desire
– encourage action
Sales Letters - example
 Sales Letters
 Remember these important principles when writing sales
letters:
1. Try to get on the same wavelength as your reader in the
opening paragraph.
2. Present the advantages of the product or service showing
relevance to the reader.
3. Write in a positive, convincing style without being aggressive.
4. Encourage the reader to respond by placing an order,
completing a reply form/card, requesting further details.
5. Use singulars rather than plurals, e.g
‘Dear customer’ , not ‘Dear Customers’
‘I know you will appreciate this unique product’.