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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
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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