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The Modern Business Letter
Chibi
1. It Carries a message of Importance.
Missions
Every good business letter carries a message of importance to its reader.
Chibi
He who receives your letter must actually feel that his “yes” or “no” to what you propose is a matter of no little importance to him.
2. It must deliver the message promptly.
Missions
A good business letter must do vastly more than merely carry a message.
Chibi
It must deliver that message promptly and without fail.
3. It should sell either goods or goodwill, or both or pave the way for future business..
Missions
Every business letter should be fundamentally a sales letter.
Chibi
It’s purpose should be to sell either goods or goodwill, or both.
4. It is a business -getter.
Missions
The importance of the business letter as a stabilizer of old business and as a producer of new business is firmly established.
Sto. Tomas
Today, in numerous business, the place of the expensive, personal representative or salesman is taken by the letter.
Several factors:
Missions
1. Less expensive
Sto. Tomas
2. Persistent3. Inoffensive4. Controllable
1. Less expensive
Missions/ Several Factors
The entire cost of the letter in material, time, and preparation is only a fractional part of the travelling man’s salary and expense.
Sto. Tomas
2. Persistent
Missions/ Several Factors
It’s well-timed calls may be made frequently-persistently.
Sto. Tomas
It does not need to wait in any ante-room for an interview; the written communication gets prompt attention.
3. Inoffensive
Missions/ Several Factors
It is not likely to offend or make itself obnoxious, as an over-ambitious salesman.
Sto. Tomas
4. Controllable
Missions/ Several Factors
He who sends out written appeals absolutely controls every minute detail that enters into their production from their pleasing, attention-commanding appearance clear thru to their expression of a cheerful mood, to their logical presentation of winning talking points, and to their last suggestive urge to immediate and favourable action.
Sto. Tomas
Tunggal
1. The plan of the letter
Characteristics
Business today is largely transacted on the basis of efficient and intelligent service.
Tunggal
It’s every transaction demands a well-defined course of action-a plan.
3 distinct and fundamental steps in the composition and final representation of writers thought:
Characteristics
1. The Beginning
Tunggal
2. The Message Proper3. The Close
1. The Beginning
Characteristics/Distinct and Fundamental steps
Which is designed to meet existing circumstances and conditions, makes the situation clear and prepares the reader’s mind for the favorable reception of the message.
Tunggal
2. The message proper
Characteristics/Distinct and Fundamental steps
At once the backbone of the heart of the whole letter, in which the writer has developed clearly, definitely, and persuasively the principal thought he wishes to impress upon the reader.
Tunggal
1. The Close
Characteristics/Distinct and Fundamental steps
The usual purpose of which is to clinch the chief argument of the letter and to leave a good impression on the reader .
Tunggal
It contains the final urge that is to move the reader to act in accordance with the writer’s suggestions and wishes.
2.The language of the letter
Characteristics
The language of the letter is a reliable indicator of the character of the firm from which the letter comes.
Casimiro
The backwardness, conservativeness, or progressiveness of a firm are determined by the kinds of words, phrases, and sentences used and the manner in which they are used.
1. It is progressive
Characteristics/The language of the letter
The language of the resultful business letter is progressive when:
Casimiro
a. it does not use hackneyed or outworn expression;
b. it does not use objectionable construction;
c. it does not use participial or passive constructions.
Onrubia
Onrubia
Asao
Macaombao
1. Omission of essential words:
Questionable Construction
a. The subject of a sentence, when a pronoun, is often omitted.
Alih
Such an omission not only results in an incomplete sentence, but it also makes the tone of the letter curt and incomplete.
1. Omission of essential words:
Questionable Construction
Example:
Alih
Weak: Have yours of the 10th
Better: Thank you for your letter of April 10.
1. Omission of essential words:
Questionable Construction
b. Omission of the word letter
Alih
The word yours is frequently incorrectly used for letter.
At best, yours is very indefinite.
1. Omission of essential words:
Questionable Construction
Example:
Alih
Weak: Yours of recent date received, and contents duly noted.
Better: As suggested in your letter of November 5, we are sending you a copy of our first magazine.
1. Omission of essential words:
Questionable Construction
c. Necessary words of the predicate of verb of the sentence are often omitted.
Alih
1. Omission of essential words:
Questionable Construction
Example:
Alih
Weak: We have your letter of November 8th which indicates that you are desirous of obtaining our price list..
Better: We have received your letter of November 8 inquiring about our price list.
2. Participial construction
Questionable Construction
Avoid the use of participial construction in important positions-in opening and closing sentences of a letter.
Sittin
It is a relic of the quill-pen age; it is weak, hackneyed, and uninteresting.
1. Begin a letter effectively with:
Questionable Construction/Begin a letter effectively with:
1. A subject of the letter
Sittin
2. The you attitude 3. A pertinent question 4. A definite, to-the-point statement5. A courteous request or command
Close a letter promptly, gracefully, and specifically with:
Questionable Construction/Close a letter
1. A definite, to-the-point statement.
Sittin
2. A courteous respect 3. A courteous command 4. A pertinent question
Close a letter promptly, gracefully, and specifically with:
Questionable Construction/Close a letter
1. A definite, to-the-point statement.
Sittin
2. A courteous respect 3. A courteous command 4. A pertinent question
3. Passive construction
Questionable Construction
This is often used indiscriminately in place of the active construction .
Sittin
It robs the sentence and letter of personal touch and character.
3. Passive construction
Questionable Construction
Example:
Alih
Weak: Our assistance will be given to you on lines solicited in your letter of June 3.
Better: We shall be very glad o assist you in the matter outlines in your letter of June 1.
2. It is suggestive
Questionable Construction/Passive construction
The language of the letter is suggestive when it leaves the reader to set in accordance with his own free will and volition.
Jalmaani
3. It must be positive
Questionable Construction/Passive construction
Smile attracts: frown repels..
Chibi
Applied to letters, suggestions that is positive put in words that bring pleasurable thought associations is more powerful than negative suggestion, or the appeal to emotions and sentiments that are more or less painful to the reader.
4. It must be individual
Questionable Construction/Passive construction
The language of the letter is individual when it suits he intelligence, understanding, and temperament of the reader.
Sto.Tomas
The language used in a business letter should be selected with the purpose of expressing the character and personality of one distinct person.
5. It must be clear
Questionable Construction/Passive construction
The ideas set forth in the letter should not be obscure.
Tunggal
They should be seen in all details and in their proper relationship.
6. It must be correct
Questionable Construction/Passive construction
Errors in grammar, spelling, punctuation, capitalization, idiom, sentence structure, and the like are costly because they consume a large part of the reader’s time and attention, which should be devoted to the contents of the letter..
Tunggal
6. It must be concise
Questionable Construction/Passive construction
a business letter is concise when it is brief and comprehensive. It is brevity without sacrifice of completeness.
Tunggal
The Modern Business Letter