BUSINESS LETTERSBUSINESS LETTERS

SKILL IN THIS FIELD CAN LEAD TO SUCCESSSKILL IN THIS FIELD CAN LEAD TO SUCCESS

WANT OF SKILL MIGHT PROVE DISASTROUSWANT OF SKILL MIGHT PROVE DISASTROUS

SYSTEMATIC WTITING PLANSYSTEMATIC WTITING PLAN

PRE WRITINGPRE WRITING

WRITINGWRITING

POST WRITINGPOST WRITING

PRE WRITINGPRE WRITING A - Audience analysis (Who is my reader?)A - Audience analysis (Who is my reader?)

P – Purpose Identification (Why am I writing?)P – Purpose Identification (Why am I writing?)

S – Scope Determination (How much should I S – Scope Determination (How much should I write?)write?)

A – Analysis of the action desired (What do I want A – Analysis of the action desired (What do I want the the

reader to do?)reader to do?)

GATHER YOUR DATA- PREWRITING TECHNIQUES

ANSWERING THE REPORTER’S QUESTIONS-

BRAIN STORMING

FREE WRITING

MIND MAPPING

• Outlining

• Storyboarding-

Answering the reporter’s Answering the reporter’s questions-questions-

• by answering • who, • what, • when, • where, • why and • how, • you can create the content

Mind mapping means drawing information in

diagrams – looking at the topic from multiple

perspectives and then clustering the similar ideas(Envision a wheel. At the centre is your topic. Radiating from this centre, like spokes of the wheel, are different ideas about the topic)

Brainstorming or listing-Brainstorming or listing- generating creative ideas through intensive

group discussion• Outlining Outlining –– traditional method of gathering

and organizing information by breaking the topic into major and minor components.

• SStoryboardingtoryboarding-- it is a visual planning technique that lets you graphically sketch each page or screen of the text. It allows one to see how the document might look like.

POST WRITINGPOST WRITING REVISINGREVISING

EDITINGEDITING

EVALUATINGEVALUATING

READ THE MESSAGEREAD THE MESSAGE Dear Sir I am writing to complain that you haven’t paid any attention

while sending the goods to us. While we had ordered for 15 air conditioners, you sent 50 air coolers instead. This is simply wasting my time and is most annoying. What is the reason for this nonsense? Have you any problems? Or is it simply due to sheer carelessness? Whatever the reason, if this kind of mistake occurs again, we shall stop our orders. Look into the matter carefully and do the needful immediately.

Yours sincerely Pradeep Bhatti Purchase Manager

PRINCIPLESPRINCIPLES

A BUSINESS LETTER SHOULD:A BUSINESS LETTER SHOULD: BE COURTEOUSBE COURTEOUS – USE ‘PLEASE’ AND ‘THANK – USE ‘PLEASE’ AND ‘THANK

YOU’YOU’ BE CLEAR AND CONCISEBE CLEAR AND CONCISE HAVE CORRECTNESS AND COMPLETENESSHAVE CORRECTNESS AND COMPLETENESS HAVE POSITIVE APPROACH – HAVE POSITIVE APPROACH – HAVE ‘YOU’ ATTITUDEHAVE ‘YOU’ ATTITUDE– PREFER SECOND – PREFER SECOND

PERSONPERSON

STANDARD ELEMENTSSTANDARD ELEMENTS HEADING- Letter head or Sender’s address aligned with left

margin or few spaces away from the centre depending upon the layout of the letter

DATE - 3 June 2009 or June 3, 2009

INSIDE ADDRESS- separated from the date by at least one blank line

Address the letter to a specific person A courtesy title should precede the recipient’s name Addressee’s name and title along with the address

SALUTATION: Address by name rather than title Choose a title ‘Dear Sir’

PUNCTUATION after salutation – Formal Salutation - Use colon ( : ) Informal Salutation- Use comma (, ) SUBJECT LINE MESSAGE COMPLEMENTARY CLOSE – Sincerely, Cordially - widely accepted Signature Block – Four lines below the complimentary close Signature Name Title

ADDITIONAL ELEMENTSADDITIONAL ELEMENTS ADDRESSEE NOTATION – Ex- Personal , Confidential or Please

Forward Through Proper Channel NOTATION LINE – Attention: Mr. Yadav

REFERENCE INITIALS – Two spaces below the last line of signature

block ENCLOSURE NOTATION

COPY NOTATION

MAILING NOTATION

POST SCRIPT

FORMAT / LAYOUTSFORMAT / LAYOUTS

4 POPULAR STYLES4 POPULAR STYLES

1. BLOCK FORMAT1. BLOCK FORMAT2. MODIFIED BLOCK2. MODIFIED BLOCK3. SEMI BLOCK3. SEMI BLOCK4. SIMPLIFIED4. SIMPLIFIED

BLOCK LAYOUTBLOCK LAYOUT Extremely popularExtremely popular All elements except the letterhead All elements except the letterhead

are aligned to the left marginare aligned to the left margin Open punctuation (no punc. mks) is Open punctuation (no punc. mks) is

followed except salutation, followed except salutation, complimentary close and messagecomplimentary close and message

MODIFIED BLOCKMODIFIED BLOCK Heading, complimentary close and Heading, complimentary close and

signature block are aligned with right signature block are aligned with right marginmargin

(modified is acceptable)(modified is acceptable)

SEMI BLOCKSEMI BLOCK Resembles modified block style Resembles modified block style

except that the start of each except that the start of each paragraph is indented. paragraph is indented.

This format is out of styleThis format is out of style

SIMPLIFIED LAYOUTSIMPLIFIED LAYOUT Resembles block format except that Resembles block format except that

itit1.1. Omits salutationOmits salutation2.2. Often includes a subject line in Often includes a subject line in

capital letterscapital letters3.3. Omits complimentary closeOmits complimentary closeFormat convenient if recipient is not Format convenient if recipient is not

knownknown

SALES LETTERSALES LETTER Is a means of marketing a product or Is a means of marketing a product or

servicesservices Cost effective and time efficientCost effective and time efficient Also a form of advertisingAlso a form of advertising Aimed at targeted / selected customersAimed at targeted / selected customers Before drafting, acquire a thorough Before drafting, acquire a thorough

understanding of the product/service, understanding of the product/service, their status, age, interest, emotional their status, age, interest, emotional concernconcern

To make it effectiveTo make it effective AIDA MODELAIDA MODEL

AttentionAttention InterestInterest Desire Desire Action Action

CATCHING ATTENTIONCATCHING ATTENTION

through first paragraph by using question, quotation, anecdote, statistics, appeal etc.

Ex: How can I develop my communication skills? How am I going to perform in my interview? Do these questions bother you? Our cd rom accompanying our book has the answers

BUILDING INTERESTBUILDING INTEREST Build interest by highlighting the product’s key

selling point. Concentrate on the feature that distinguishes it

from others Make it stand out from others by using different

fonts, some designs or a unique style of writing

CREATING DESIRECREATING DESIRE Use persuasive words Convince the reader Use ‘you’ attitude

MOTIVATING ACTIONMOTIVATING ACTION Motivate reader to act ASAP Ensure that he asks for a

demonstration, a sample Post script

FORMATFORMATDateDateHeadingHeadingSalutationSalutationBody Body …………………………………………………..………………………………………………….. ………………………………………………………………………………………………........................Complementary closeComplementary closeSignature Signature

Letter of creditLetter of credit Is a document issued by a 3rd party that guarantees

payment for goods or services when the seller provides acceptable documentation

Usually issued by banks/financial institutes Three participants-1.Beneficiary (person/company that will be paid)2. Buyer/applicant 3. Issuing bankUsed in international tradeGoverned by UCP (uniform Customs and Practice for Documentary

Credits)

TYPES TYPES Request for creditRequest for credit Enquiries about statusEnquiries about status Response to status enquiriesResponse to status enquiries Letter granting creditsLetter granting credits Letter refusing creditsLetter refusing credits

Structure

1.Heading2.Date3.Inside address4.Salutation,5.Message/body6.Complementary close7.Name

Complaint letterComplaint letter

We make a claim (a formal complaint) or request an adjustment(a claim settlement),if dissatisfied with a company’s product or services.Letters to bring the mistakes to notice of those who own the responsibility

Write a courteous, clear, concise explanation Purpose to claim or complaint & not to express anger Use very polite and courteous language Write as soon as you find the mistake Base your complaint only on facts Think patiently- not to assume that supplier is to be

blamed Provide a reference point- consignment/invoice no. Briefly explain inconvenience Appeal to the supplier’s reputation & sense of

responsibility and fairness State clearly what action you want the supplier to take Mention relevant documents enclosed & your

availability for receiving consignment

Letter of EnquiryLetter of Enquiry Asking information about the quality, price

and availability of the goods to be purchased

Use courteous language Types – SOLICITED or UNSOLICITED

Letter of quotationLetter of quotation Ultimate letters of enquiriesUltimate letters of enquiries

LETTER OF ORDERLETTER OF ORDER-request for despatch and delivery of goods-request for despatch and delivery of goods-must have details of quantity, size and -must have details of quantity, size and

other specificationsother specifications- If a printed format used, should have a - If a printed format used, should have a

covering lettercovering letter

LETTER OF ADJUSTMENTLETTER OF ADJUSTMENT Replies to complaint Also called letter of regret Express apology & give reasons of causing

inconvenience Helps in restoring the confidence of customer Language and style not to be rude but

convincing Treat these letters as golden opportunity to build

customer loyalty & strengthen relationship

• Respond positively• Never blame an individual/department• Avoid lame excuses• Do not promise that such mistakes will not

happen again• Preferably say- you’ll do your best to ensure

that such mistakes don’t recur • Admit your firm’s fault• Thank customer for bringing mistake to notice• Tell how you’d solve the problem