Letter Letter writing:writing:

Definition of “Letter”Definition of “Letter”

““A written or printed communication A written or printed communication directed to a person or organization.” directed to a person or organization.”

Letters may be created and sent Letters may be created and sent as:as:

• E-mail or electronic transmissions (including E-mail or electronic transmissions (including fax)fax)

• Hand-delivered transmissionsHand-delivered transmissions• Regular mail transmissionsRegular mail transmissions

ObjectivesObjectives

• To teach students to read letters or letter To teach students to read letters or letter requests carefully before responding.requests carefully before responding.

• To teach students the importance of To teach students the importance of creating formal and informal documents.creating formal and informal documents.

• To teach students basic letter formats and To teach students basic letter formats and letter-writing strategies.letter-writing strategies.

• To teach students letter-writing etiquette.To teach students letter-writing etiquette.

General Parts of every General Parts of every Business LetterBusiness Letter

• Heading (sender’s return address and Heading (sender’s return address and date)date)

• Inside Address (recipient’s address)Inside Address (recipient’s address)• Salutation (greeting) Salutation (greeting) • Body (paragraphs)Body (paragraphs)• Complimentary Close Complimentary Close • Signature Line (with or without title)Signature Line (with or without title)• Enclosure (optional)Enclosure (optional)• cc notation (copies sent to others)cc notation (copies sent to others)• Sender/typist initials (optional)Sender/typist initials (optional)

Types of LettersTypes of Letters

•Acceptance Letter (yes/ legal)•Acknowledgement Letter (Receipt)•Adjustment Letter (a legal document / addresses a complaint or claim)•Application Letter (request job

consideration/ interview)•Complaint Letter (a legal document) •Cover Letter (accompanies resume or order)•Inquiry Letter (posing a question)•Order Letter (request letter)•Refusal Letter (reject an offer)•Response Letter (answers inquiry)•Sales Letter (marketing)

Common Types of LettersCommon Types of Letters

•Identify your reader•Establish your objective•Determine your scope

(how much researched information to include )

•Organize your letter •Draft your letter•Close (End) Your Letter•Review and Revise Your Letter (proof for physical problems and edit for logic issues)

To write any type of business letter,

follow these basic steps:

Sales letterSales letter

A A sales lettersales letter is a piece of direct  is a piece of direct mail which is designed to persuade mail which is designed to persuade the reader to purchase a particular the reader to purchase a particular product or service in the absence of product or service in the absence of a salesman. a salesman.

It has been defined as "A form of direct It has been defined as "A form of direct mail in which an advertiser sends a mail in which an advertiser sends a letter to a potential customer." letter to a potential customer." 

Types of sales letterTypes of sales letter A sales letter is marketing tool that businesses A sales letter is marketing tool that businesses

use to promote their products, highlight specials use to promote their products, highlight specials or remind customers about expiration dates on or remind customers about expiration dates on warranties or special services. Sales letters can warranties or special services. Sales letters can be highly effective in achieving a company's be highly effective in achieving a company's objective. There are several types of sales objective. There are several types of sales letters that are used in business writing.letters that are used in business writing.

Types Of sales LettersTypes Of sales Letters• Selling Incentive Sales LetterSelling Incentive Sales Letter

A selling incentive sales letter promotes A selling incentive sales letter promotes existing products among current customers. existing products among current customers. You will need to build a considerable degree of You will need to build a considerable degree of excitement when writing a selling incentive excitement when writing a selling incentive sales letter, perhaps offering a discount, rebate sales letter, perhaps offering a discount, rebate or contest prize for a limited time.or contest prize for a limited time.

• Thank You Sales LetterThank You Sales LetterThe thank you sales letter should almost The thank you sales letter should almost always mention how much you value your always mention how much you value your customers for their patronage. Keep the thank customers for their patronage. Keep the thank you letter short, and briefly mention that your you letter short, and briefly mention that your products are always available when the products are always available when the customer needs them.customer needs them.

Continued…Continued…• Holiday Celebration Sales LetterHoliday Celebration Sales Letter

The holiday celebration sales letter gives you a chanceThe holiday celebration sales letter gives you a chance

• To offer your product as a potential gift for your To offer your product as a potential gift for your customers' family, friends or work associates..“customers' family, friends or work associates..“

• Invitation Sales LetterInvitation Sales LetterIf your company is celebrating an anniversary, If your company is celebrating an anniversary, write an invitation sales letter to your customers. write an invitation sales letter to your customers. This letter should be designed to make your This letter should be designed to make your customers feel important and as if they are part of customers feel important and as if they are part of your family. Briefly mention your products in the your family. Briefly mention your products in the letter, and invite customers to enjoy the letter, and invite customers to enjoy the celebration. You may want to decorate your celebration. You may want to decorate your business establishment or offer free refreshments business establishment or offer free refreshments for the occasion.for the occasion.

Continued…Continued…

• Lost Customer Sales LetterLost Customer Sales Letter

The lost customer sales letter is designed The lost customer sales letter is designed for customers who have not purchased for customers who have not purchased products or have canceled their service. products or have canceled their service. You should state that you miss these You should state that you miss these customers and apprise them of any new customers and apprise them of any new products or specialproducts or special

What makes a good sales What makes a good sales letter?letter?   

• There are three key rules:There are three key rules:

1. Start with a hook.1. Start with a hook. Begin your letter with a  Begin your letter with a provocative thought or idea that "hooks" readers provocative thought or idea that "hooks" readers and makes them want to keep reading.and makes them want to keep reading.

2. Give them the facts fast.2. Give them the facts fast. Quickly list the top  Quickly list the top two or three benefits of doing business with your two or three benefits of doing business with your company.company.

3. End persuasively.3. End persuasively. Close the letter with a  Close the letter with a strong argument that compels readers to respond.strong argument that compels readers to respond.

Advantages of Sales LetterAdvantages of Sales Letter

• Less Costly Less Costly

• ConvenientConvenient

• EffectiveEffective

• Addressed to specify audience or Addressed to specify audience or target market.target market.

• Very Comprehensive.Very Comprehensive.

Objectives of sales lettersObjectives of sales letters

• Capture the reader’s attention.Capture the reader’s attention.

• Keep it interesting.Keep it interesting.

• Desire.Desire.

• Easy reading.Easy reading.

• Use of graphics.Use of graphics.

• Give personal attention.Give personal attention.

• Be professional.Be professional.

Format of sales letterFormat of sales letter• _______________________Headline____________________ _______________________Headline____________________ • Organisation LetterheadOrganisation Letterhead

• NameName• DesignationDesignation• AddressAddress ( (can be positioned to the left, right or centrecan be positioned to the left, right or centre))• DateDate  (can be positioned to the left, right or centre, before/after or (can be positioned to the left, right or centre, before/after or

at the start)at the start)  • Dear RecipientDear Recipient  (Salutation) (Salutation) • 1st Paragraph - 1st Paragraph - Introductory lines regarding the product or Introductory lines regarding the product or

serviceservice• 2nd Paragraph – 2nd Paragraph – Relevance of product /service in daily life etc.Relevance of product /service in daily life etc.• 3rd Paragraph3rd Paragraph – Assistive information towards the purchase  – Assistive information towards the purchase

process, call to action etc.process, call to action etc.  • Subscription - Subscription - Thanking you, yours sincerely etc. Thanking you, yours sincerely etc. • Your SignatureYour Signature• YourYour  TypedTyped  FirstFirst  NameName  Last NameLast Name• Your ContactYour Contact• Encl: ________________Encl: ________________

  Organic CosmeticsOrganic CosmeticsBlue Flower Natural Organic CompanyBlue Flower Natural Organic Company                                       24 May, 2012                                       24 May, 2012

blueflowerorganic@mail.comblueflowerorganic@mail.com112634 Meridian Street.112634 Meridian Street.Seattle, WA, 98177Seattle, WA, 98177

Dear Customer,Dear Customer,

Did you know that theDid you know that the Blue Flower Natural Organic Company Blue Flower Natural Organic Company provides products  provides products and services that cater for all your beauty needs? Every person that needs to and services that cater for all your beauty needs? Every person that needs to maintain their natural looks and at the same time look stunning should access maintain their natural looks and at the same time look stunning should access the high quality products offered by our company. Offering over 300 products the high quality products offered by our company. Offering over 300 products that fit with every individual, I bet you can find a perfect product for yourself.that fit with every individual, I bet you can find a perfect product for yourself.

No person should miss the opportunity and pleasure of using organic products for No person should miss the opportunity and pleasure of using organic products for true beauty and perfect skin care. We urge all people interested in having true beauty and perfect skin care. We urge all people interested in having healthy skin to use healthy skin to use Organic Clear Skin Care.Organic Clear Skin Care. Buying the product as soon as  Buying the product as soon as possible will end the disappointments associated with unhealthy skin and other possible will end the disappointments associated with unhealthy skin and other discouragements caused by using skin care products that contain harmful discouragements caused by using skin care products that contain harmful chemicals.chemicals.

To order To order Organic Clear Skin CareOrganic Clear Skin Care, you are not required to send us money first, but , you are not required to send us money first, but you only need to take advantage of our online services and order by mail you only need to take advantage of our online services and order by mail today!today!

Respectfully yours,Respectfully yours,Sales ManagerSales ManagerBob ThortonBob Thorton

Current ProductsCurrent Products Mr. Jay J. SparksMr. Jay J. SparksGeneral Manager,General Manager,Best Shoes Stores,Best Shoes Stores,4220 Angie Drive 4220 Angie Drive Los Angeles, CA 90017Los Angeles, CA 9001714th September 201014th September 2010Dear Mr. Sparks,Dear Mr. Sparks,

Do you face difficulties in getting your customers with good stylish and Do you face difficulties in getting your customers with good stylish and quality shoes they are asking for? We at Quality Foot Wear do the quality shoes they are asking for? We at Quality Foot Wear do the designing and the manufacture of leather shoes of high quality. Ladies’ and designing and the manufacture of leather shoes of high quality. Ladies’ and children’s footwear are our specialties. We have come to realize that ladies children’s footwear are our specialties. We have come to realize that ladies and children with bigger and wider feet face difficulties in finding the and children with bigger and wider feet face difficulties in finding the footwear for them. There is a wide range of footwear on offer with us. You footwear for them. There is a wide range of footwear on offer with us. You will be able to satisfy your customers as your shop will have a wider range will be able to satisfy your customers as your shop will have a wider range of footwear for them.of footwear for them.

In case you want more details about our company and the shoes we In case you want more details about our company and the shoes we have on offer, please visit our website at www.qualityfootwear.com.have on offer, please visit our website at www.qualityfootwear.com.

Yours truly,Yours truly, Albert Sanders,Albert Sanders, Marketing Manager,Marketing Manager, Quality Foot WearQuality Foot Wear