BUSINESS LETTERS A GUIDE TO WRITING EFFECTIVE BUSINESS LETTERS

BUSINESS LETTERS A GUIDE TO WRITING EFFECTIVE BUSINESS LETTERS AN EARLY BUSINESS LETTER Appollonius to Zeno, "Greetings. You did right to send the chick-peas to Memphis. Farewell." • • •

From ancient Egypt I s this a good letter? What note does it strike?

VICTORIAN TIMES •

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I, your most humble servant do most humbly beseech you, my most esteemed client, to return the aforementioned document at your earliest convenience and with all possible speed, so I may receive it and act upon it in order to carry out those wishes that you did earlier express to me….. What impact does this make on you?

LETTERS - NECESSARY TODAY? • • • •

Flourocarbon Inc - a sign of the future? $100 million turnover but all correspondence in 1 filing cabinet! If you write to them, their reply is written in the margin of your original letter and photocopied How would you feel getting a reply like that?

ADVANTAGES OF USING LETTERS - THE SENDER • • • • • • •

More economical than going in person Sender in control, timing, clarity + accuracy Can be prepared, planned and drafted Can create a positive impact Acts as ambassador for an organisation and can promote a positive image Copy of the message can be kept and saved Time to reflect and/or consult

ADVANTAGES OF USING LETTERS - THE RECEIVER • • • •

Can be read and interpreted at a chosen time "Get it in writing" - written records are still very important, eg in legal matters as opposed to a fax or email The receiver can also respond in his own time Avoids a hasty response

DISADVANTAGES OF USING LETTERS • • • • •

Expensive to produce in man hours £10 - £15 Slow over short distances Less personal No instant feedback or dialogue Reliable?

CATEGORIES OF LETTER • • • • • • • • • • • • • •

Standard - kept on file, needing specific details inserting Enquiry - information, acknowledgement, confirmation Complaint, adjustment, apology Finance - collection, credit, Application Introduction, recommendation, reference Sales, estimate, order Circular letters to personnel, customers, members - news/information new appointments, procedure, policy reorganisation special offers, promotion Personnel - recruitment, disciplinary Personal - congratulation, best wishes, regret, condolences Difficult/tactful - to individual or group, conveying bad news or unpopular message

4 KEY ASPECTS OF LETTER WRITING • • • •

FORMAT AND LAYOUT PREPARATION PLANNING LANGUAGE, STYLE AND TONE

FORMAT AND LAYOUT • • • • • • • •

Blocked format - no indentations, punctuation Logo and addresses references + date name and address of recipient salutation subject heading paragraphs signing off

PREPARATION

• • • • •

Is this letter necessary? Why this letter? What message? What response do I want? What type of letter?

DIFFERENT PURPOSES • • • • • •

Seek or give information persuade or sell make or answer a complaint/claim make a case or argument seek credit or payment to pass on news, good or bad

PLANNING • • •

List of points/information to include order these points into paragraphs check structure - each paragraph should have a clear function

LANGUAGE, STYLE AND TONE • • • • • •

Who am I writing to? How formal or informal? What effect do I want to achieve? Clarity - short simple sentences Vocabulary - avoid jargon and slang Accuracy - grammar, spelling, punctuation Develop your own style - a letter should sound like it is from you

GETTING THE RIGHT TONE • • • • •

Neutral Positive Negative Persuasive Tactful

many messages involve a "tone cocktail" CONTENT • • • •

Opening Paragraph acknowledges previous communication sets the scene, puts the message in context who, why, when, what, where, how

• • • • • • • • • • •

explains why letter is being written Middle - might be just one or several paragraphs the body of the letter main message followed by reasons, explanations list of information development of argument Closing Paragraph expected outcome Request for action details of deadlines polite, reassuring close

LETTER OF COMPLAINT • • • • •

1 - opening paragraph 2 - explain what is wrong, giving dates, places etc 3 - describe extent of damage, inconvenience 4 - what action/compensation expected 5 - close

LETTER OF ADJUSTMENT • • • • •

1 - acknowledgement + expression of regret 2 - offer remedy or compensation 3 - give reasons for problem/delay 4 - explain what is being done 5 - close, assurances + good wishes

YOUR CHECKLIST • • • • • • • •

Is the layout correct? Does it look professional? Are all main points covered? Is the information correct? Does it have a logical structure? Is the language clear, simple and accurate? Does it sound natural and sincere? Will the tone and style convey the right impression?