Our day to-day life we exchange our ideas, thoughts and ...
UNIT 3 BUSINESS LETTERS
The word that is heard perishes, but the letter that is written remains.
3.1 INTRODUCTION
Peter Drucker, management guru, claims that more than 60% of all management problems result from breakdowns in communications. A major study by the Rockefeller Foundation found that 68% of the customers who quit buying from their regular suppliers do so because employees fail to communicate effectively with those customers.
Efficiency experts claim that at least 40% of the average worker's time is spent doing tasks that are either unnecessary or have to be done over because they were not done according to instructions. So, as you can see, the ability to communicate with precision has a tremendous impact on the bottom line. One way to communicate precisely is to put it in writing.
Despite the many modern communication methods available today, business letters are still very often the main means of establishing business relations with other organisations. business letters are an ambassador for every company, so a good impression is essential.
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3. 2 Objectives
After studying this lesson, you will able to:
• state the meaning of Business Correspondence;
• explain the importance of Business Correspondence;
• describe the essential qualities of a good business letter;
• identify the various parts of a business letter; and
• recognize the different types of letters used in business.
3.3. Basics of Business Letter
Meaning of Business Correspondence
Communication through exchange of letters is known as correspondence. We
communicate our feelings, thoughts etc. to our friends and relatives through letters
that may be called personal correspondence. A businessman also writes and receives
letters in his day to-day transactions, which may be called business correspondence.
Business correspondence or business letter is a written communication between two
parties. Businessmen may write letters to supplier of goods and also receive letters
from the suppliers. Customers may write letters to businessmen seeking information about availability of goods, price, quality, sample etc. or place order for purchase of goods. Thus, business letters may be defined as a media or means through which views are expressed and ideas or information is communicated in writing in the process of business activities.
Importance of Business Correspondence
Now-a-days business operations are not restricted to any locality, state or nation. Today
production takes place in one area but consumption takes place everywhere. Since the
businessmen as well as customers live in far off places they don’t have sufficient time to
contact each other personally. Thus, there arises the need for writing letters. In the past the situation was not so. Business letters were not essential in olden days. But now the importance of letters has increased because of vast expansion of business, increase in demand as well as supply of goods. Let us learn about the importance of business letters.
i) Help in maintaining proper relationship
Now-a-days business activities are not confined to any one area or locality. The businessmen as well as customers are scattered throughout the country. Thus, there is a need to maintain proper relationship among them by using appropriate means of communication. Here business letters play an important role. The customers can write letters to the businessman seeking information about products and businessmen also supply various information to customers. This helps them to carry on business on national and international basis.
ii) Inexpensive and convenient mode
Though there are other modes of communication like telephone, telex, fax, etc, business information can be provided and obtained economically and conveniently through letters.
iii) Create and maintain goodwill
Sometimes business letters are written to create and enhance goodwill. Businessmen at
times send letters to enquire about complaints and suggestions of their customers. They
also send letters to inform the customers about the availability of a new product, clearance sale etc. All these result in cordial relations with the customers, which in turn enhances the goodwill of the business.
iii) Serves as evidence
We cannot expect a trader to memorise all facts and figures in a conversation that normally takes place among businessmen. Through letters, he can keep a record of all facts. Thus, letters can serve as evidence in case of dispute between two parties.
iv) Help in expansion of business
Business requires information regarding competing products, prevailing prices, promotion, market activities, etc. If the trader has to run from place to place to get information, he will end up doing nothing. It will simply result in loss of time. But through business letters, he can make all enquiries about the products and the markets. He can also receive orders from different countries and, thus enhance sales.
EXERCISE
Given below are certain statements. Write ‘T’ against true statements and ‘F’
against false statements.
i. Letter is a form of written communication.
ii. Through business letters personal contact can be maintained between buyer
and seller.
iii. Business letters lead to decline the goodwill of the firm.
iv. Letter is a convenient and economic mode of communication.
v. Business letters do not help in removing misunderstanding between buyer
and seller.
Essential Qualities of a Good Business Letter.
A letter should serve the purpose for which it is written. If a businessman writes a
letter to the supplier for purchase of goods, the letter should contain all the relevant
information relating to the product, mode of payment, packaging, transportation of
goods, etc. clearly and specifically. Otherwise, there will be confusion that may cause
delay in getting the goods. Again the quality of paper used in the letter, its size, colour
etc. also need special attention, because it creates a positive impression in the mind of
the receiver. We may classify the qualities of a good business letter as:
a. Inner Qualities; and
b. Outer Qualities
a) Inner Qualities - The inner qualities of a good business letter refer to the quality
of language, its presentation, etc. These facilitate quick processing of the request
and that leads to prompt action. Let us discuss the various inner qualities of a
good business letter.
(i) Simplicity - Simple and easy language should be used for writing business
letters. Difficult words should be strictly avoided, as one cannot expect the reader
to refer to the dictionary every time while reading letter.
(ii) Clarity - The language should be clear, so that the receiver will understand the
message immediately, easily and correctly. Ambiguous language creates
confusion. The letter will serve the purpose if the receiver understands it in
the same manner in which it is intended by the sender.
(iii) Accuracy - The statements written in the letter should be accurate to, the best of
the sender’s knowledge. Accuracy demands that there are no errors in the usage
of language - in grammar, spellings, punctuations etc. An accurate letter is always
appreciated.
(iv) Completeness - A complete letter is one that provides all necessary information
to the users. For example, while sending an order we should mention the desirable
features of the goods, i.e., their quality, shape, colour, design, quantity, date of
delivery, mode of transportation, etc.
(v) Relevance - The letter should contain only essential information. Irrelevant
information should not be included while sending any business
correspondence.
(vi) Courtesy - Courtesy wins the heart of the reader. In business letters, courtesy
can be shown/expressed by using words like please, thank you, etc.
(vii) Neatness - A neat letter is always impressive. A letter either handwritten or
typed, should be neat and attractive in appearance. Overwriting and cuttings
should be avoided.
b) Outer Qualities - The outer qualities of a good business letter refers to the
appearance of the letter. It includes the quality of paper used, colour of the paper,
size of the paper etc. Good quality paper gives a favourable impression in the
mind of the reader. It also helps in documenting the letters properly. Let us
discuss the various outer qualities of a good business letter.
(i) Quality of paper - The paper used should be in accordance with the economic
status of the firm. Now-a-days the cost of the paper is very high. Therefore,
good paper should be used for original copy and ordinary paper may be
used for duplicate copy.
(ii) Colour of the Paper - It is better to use different colours for different types
of letters, so that the receiver will identify the letters quickly and prompt
action can be taken.
(iii) Size of the paper - Standard size paper (A4) should be used while writing
business letters. The size of the paper should be in accordance with the
envelopes available in the market.
(iv) Folding of letter- The letter should be folded properly and uniformly. Care
should be taken to give minimum folds to the letter so that it will fit the
size of the envelope. If window envelope is used then folding should be
done in such a way that the address of the receiver is clearly visible through
the transparent part of the envelope.
(v) Envelope - The size and quality of the envelope also need special attention. The
size of the letter should fit the size of the letters. The business firms use different
types of envelopes i.e., ordinary envelope, window envelope, laminated envelope
etc. In window envelope there is no need to write the address of the receiver
separately on the envelope. It is clearly visible through the transparent part on
the face of the envelope, which may be called as window. In laminated envelope
a thin plastic sheet or cloth is pasted on the inner side that gives extra protection
to letters from being damaged during transit.
Review Quiz
Fill in the blanks with suitable words.
i) Apart from ordinary envelopes, we may also use ________ or ________
envelopes for sending business letters.
ii) To make a letter courteous, words like ________ and ________ should be
used.
iii) Business letter should contain only ________ information.
v) Accuracy demands no error in the usage of ________
vi) Business letters should be always neat and ________ in appearance.
II. Match the following.
a) The receiver understands the message i) Relevance
in the same way as intended by the sender
b) There should be no errors in the usage ii) Courtesy
of language in business letter.
c) Relevant information should be iii) Accuracy
provided in business letter
d) Words of anger should iv) Clarity
not be used in any business letters.
Parts of a Business Letter
1. Heading
2. Date
3. Reference
4. Inside Address
5. Subject
6. Salutation
7. Body of the letter
8. Complimentary close (Subscription)
9. Signature
10. Enclosures
11. Copy Circulation
12. Post Script
(All of the components discussed in the following are illustrated in Figure 1-1.)
Heading -The heading of a business letter usually contains the name and postal address of the business, E-mail address, Web-site address, Telephone Number, Fax Number, Trade Mark or logo of the business (if any).
about the different parts of a business letter.
The essential parts of a business letter are as follows:
1. Heading -The heading of a business letter usually contains the name and postal address
of the business, E-mail address, Web-site address, Telephone Number, Fax Number,
Trade Mark or logo of the business (if any)
Date
The date line is used to indicate the date that the letter was written. However, if you have taken a number of days to complete your letter use the date it was finished in the date line. When writing to companies in the United States, use the American date format. (The United States-based convention for formatting a date places the month before the day. For example: June 11, 2006. ) Write out the month, day and year two inches from the top of the page. Depending which format you are using for your letter, either left justify the date or center it horizontally.
Sender’s Address
Including the address of the sender is optional. If you choose to include it, place the address one line below the date. Do not write the sender’s name or title, as it is included in the letter’s closing. Include only the street address, city and postal code. Another option is to include the sender’s address directly after the closing signature.
Inside Address
The inside address is the recipient’s address. It is always best to write to a specific individual at the firm to which you are writing. If you do not have the person’s name, do some research by calling the company or speaking with employees from the company. Include a personal title such as Ms., Mrs., Mr., or Dr. Follow a woman’s preference in being addressed as Miss, Mrs., or Ms. If you are unsure of a woman’s preference in being addressed, use Ms. If there is a possibility that the person to whom you are writing is a Dr. or has some other title, use that title. Usually, people will not mind being addressed by a higher title than they actually possess. To write the address, use the Post Office Format. For international addresses, type the name of the country in all-capital letters on the last line. The inside address begins one line below the sender’s address or one inch below the date. It should be left justified, no matter which format you are using.
Subject - It is a statement in brief, that indicates the matter to which the letter relates.
It attracts the attention of the receiver immediately and helps him to know quickly
what the letter is about. For example,
Subject: Your complaint No. C 12345 dated 12 March 2006.
Subject: Enquiry about BPL television
Salutation
Use the same name as the inside address, including the personal title. If you know the person and typically address them by their first name, it is acceptable to use only the first name in the salutation (i.e., Dear Lucy:). In all other cases, however, use the personal title and full name followed by a colon. Leave one line blank after the salutation.
Various other forms of salutation are:
Sir/Madam: For official and formal correspondence
Dear Sir/Madam: For addressing an individual
Dear Sirs/Dear Madam: For addressing a firm or company.
Body
For block and modified block formats, single space and left justify each paragraph within the body of the letter. Leave a blank line between each paragraph. When writing a business letter, be careful to remember that conciseness is very important. In the first paragraph, consider a friendly opening and then a statement of the main point. The next paragraph should begin justifying the importance of the main point. In the next few paragraphs, continue justification with background information and supporting details. The closing paragraph should restate the purpose of the letter and, in some cases, request some type of action.
Closing
The closing begins at the same horizontal point as your date and one line after the last body paragraph. Capitalize the first word only (i.e., Thank you) and leave four lines between the closing and the sender’s name for a signature. If a colon follows the salutation, a comma should follow the closing; otherwise, there is no punctuation after the closing.
Signature - It is written in ink, immediately below the complimentary close. As far as
possible, the signature should be legible. The name of the writer should be typed
immediately below the signature. The designation is given below the typed name. Where
no letterhead is in use, the name of the company too could be included below the
designation of the writer. For example:
Yours faithfully
For M/S ABC Electronics
(Signature)
KUMAR
Partner
Enclosures
If you have enclosed any documents along with the letter, such as a resume, you indicate this simply by typing Enclosures one line below the closing. As an option, you may list the name of each document you are including in the envelope. For instance, if you have included many documents and need to insure that the recipient is aware of each document, it may be a good idea to list the names.
For example :
Encl : (i) The list of goods received
(ii) A cheque for Rs. One Thousand dt. Feb. 27, 2005 (Cheque No........)
towards payment for goods supplied.
Post script - This is required when the writer wants to add something, which is not
included in the body of the letter. It is expressed as P.S. For example,
P.S. - In our offer, we provide two years warranty
Typist initials
Typist initials are used to indicate the person who typed the letter. If you typed the letter yourself, omit the typist initials.
Format and font
When writing business letters, you must pay special attention to the format and font used. The most common layout of a business letter is known as block format. Using this format, the entire letter is left justified and single spaced except for a double space between paragraphs. Another widely utilized format is known as modified block format. In this type, the body of the letter is left justified and single-spaced. However, the date and closing are in alignment in the center of the page. The final, and least used, style is semi-block. It is much like the modified block style except that each paragraph is indented instead of left justified.
The following table shows examples of the different formats
|March 16, 2006 |March 16, 2006 |March 16, 2006 |
|Ernie English |Ernie English |Ernie English |
|1234 Writing Lab Lane |1234 Writing Lab Lane |1234 Writing Lab Lane |
|Write City, INDIA 12345 |Write City, INDIA 12345 |Write City, INDIA 12345 |
|Dear Mr. English: |Dear Mr. English: |Dear Mr. English: |
|The first paragraph of a typical business |The first paragraph of a typical business | The first paragraph of a typical |
|letter is used to state the main point of |letter is used to state the main point of |business letter is used to state the main |
|the letter. Begin with a friendly opening; |the letter. Begin with a friendly opening; |point of the letter. Begin with a friendly |
|then quickly transition into the purpose of|then quickly transition into the purpose of|opening; then quickly transition into the |
|your letter. Use a couple of sentences to |your letter. Use a couple of sentences to |purpose of your letter. Use a couple of |
|explain the purpose, but do not go in to |explain the purpose, but do not go in to |sentences to explain the purpose, but do |
|detail until the next paragraph. |detail until the next paragraph. |not go in to detail until the next |
|Beginning with the second paragraph, state |Beginning with the second paragraph, state |paragraph. |
|the supporting details to justify your |the supporting details to justify your | Beginning with the second paragraph, |
|purpose. These may take the form of |purpose. These may take the form of |state the supporting details to justify |
|background information, statistics or |background information, statistics or |your purpose. These may take the form of |
|first-hand accounts. A few short paragraphs|first-hand accounts. A few short paragraphs|background information, statistics or |
|within the body of the letter should be |within the body of the letter should be |first-hand accounts. A few short paragraphs|
|enough to support your reasoning. |enough to support your reasoning. |within the body of the letter should be |
|Finally, in the closing paragraph, briefly |Finally, in the closing paragraph, briefly |enough to support your reasoning. |
|restate your purpose and why it is |restate your purpose and why it is | Finally, in the closing paragraph, |
|important. If the purpose of your letter is|important. If the purpose of your letter is|briefly restate your purpose and why it is |
|employment related, consider ending your |employment related, consider ending your |important. If the purpose of your letter is|
|letter with your contact information. |letter with your contact information. |employment related, consider ending your |
|However, if the purpose is informational, |However, if the purpose is informational, |letter with your contact information. |
|think about closing with gratitude for the |think about closing with gratitude for the |However, if the purpose is informational, |
|reader’s time. |reader’s time. |think about closing with gratitude for the |
|Sincerely, |Sincerely, |reader’s time. |
| | |Sincerely, |
|Lucy Letter |Lucy Letter |Lucy Letter |
|123 Winner’s Road | | |
|New Employee Town, PA 12345 | | |
Review quiz
Fill in the blanks
i. The complementary close must be in accordance with the _________.
ii. Below the signature and name of the writer, his ____ is also written.
iii. In the main part of the body of the letter _____ is written..
iv. Dear Sir is the form of __________.
v. The body of the letter is usually divided into ______ part(s).
3.4 How To Write A Sales Letter
A primary and widely-used form of communication, a sales letter is a marketing tool that can build your client base and increase your sales. This lesson will take you step-by-step through the process of writing an effective sales letter, from deciding what your objective is, through editing your final draft.
What You Should Know Before Getting Started
• Sales Letter and Direct Mail Letter Comparison
• Businesses That Use Sales Letters
Process of Developing a Sales Letter
A. Plan
B. Outline
C. Write
A primary and widely-used form of communication, a sales letter is a marketing tool that can build your client base and increase your sales. A result-oriented sales letter requires careful planning and must encompass the principles of effective sales writing.
Sales Letter And Direct Mail Letter Comparison
A sales letter is similar to a direct mail letter. Both seek to accomplish the following:
• Generate sales by giving a prospect as many persuasive reasons to buy as possible.
• Educate and inform potential customers about your company and your products and services.
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Despite similarities, a sales letter is different from a direct mail letter in these important ways:
• A direct mail letter is almost always a component of a mass mailing, whereas a sales letter is not. A sales letter can be aimed at as few as one or two prospects.
• A sales letter is a more personalized form of communication. Sales people often use sales letters to follow-up with prospects after an initial meeting or telephone contact has been made.
• A direct mail letter aims for immediate sales action on the part of the prospect, but a sales letter often attempts to lay the groundwork for future sales by assisting in establishing a relationship with the prospect.
Businesses That Use Sales Letters
If you are selling a relatively inexpensive product or service, such as a magazine subscription or a carpet cleaning service, a direct mail letter is an appropriate marketing tool. With relatively inexpensive products you can motivate your customers to take immediate action, such as use a coupon or fill out an order form.
The more expensive your product or service however, the more personalized your sales efforts need to be to overcome a prospect's sense of risk. If you're selling costly medical products to a hospital for example, you will have to convince the administrators to invest a considerable amount of money in your company. Plus, you may need to establish purchase and payment plans and will have to become actively involved in solving any problems that may arise from use of your products. A sales letter would begin this process for you, not generate an immediate sale.
Process Of Developing A Sales Letter
The process of developing your sales letter will follow these major stages:
A. Plan
B. Outline
C. Write
Plan
Understand Your Prospect.
Think About Your Potential Customers. What do they care about? How can your product or service fill a need for them? These are two of the most critical questions you must answer before you begin writing because the content of your sales letter will be driven by them.
Write down your prospect's wants and needs:
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Suppose you are a long distance phone company and have had great success in reaching the general consumer market. Now, you're looking to grow your business by providing long distance telephone services to small companies who generate sales through 800 telephone orders. One of the companies you're targeting is a clothing wholesaler. Like most small businesses, cost will be a major factor in whether or not you can sell your service. Dependable products and services will be another major factor because if the phone lines go down, no business can be generated. Cost and quality are the most obvious product attributes your potential customers are looking for.
Understanding other specifics about how your target market operates their business is important as well. For example, when are their peak times of business during the day, seasonally? How much of their sales occur over the phone? Where are their customers located? The better you know them, the better you will be able to meet their specific needs.
Understand the difference between your product's features and benefits. After you have a solid working knowledge of your potential customer's wants and needs, you must communicate how your product or service will meet them.
It's important for you to distinguish your product's or service's features from its benefits. While features are valuable and can certainly enhance your product, benefits are what motivate people to buy. Keep in mind it's benefits, not features, that appeal to people's emotions.
Many new sales writers tend to confuse features and benefits. What's the difference? A feature is a characteristic of a product or service that automatically comes with it.
For Example, the telephone company may offer an automatic switching line to reroute calls to another location in the case of a power failure. That's a feature. The benefit to your customer is that sales won't be lost. (Features become benefits when you tell the reader in your letter what it will do for them.)
For Example: You're the manufacturer of an anti-theft car device. Your product is a steering wheel lock made of a new steel alloy that cannot be cut. That's a feature. The benefit to the buyer is added security in knowing that a thief can't saw through the device to remove it.
In one column, list the features of your product or service. In the other, list the benefits each feature yields to the buyer.
|Features |Benefits |
|1. |1. |
|2. |2. |
|3. |3. |
|4. |4. |
|5. |5. |
Your letter needs to communicate how your product's or service's benefits will meet at least one basic business or human need. Saving time and money, and enhancing customer service are benefits businesses look for when purchasing products and services. Safety, good health, financial security, the desire for love, status, and success, and appearing attractive to others are all examples of needs consumers have.
When you write your sales letter, you must communicate what your product or service can do for the buyer that no other product or service can do. Identifying what is most unique, different, and helpful about your product will help you write and direct the flow of your copy.
Now, from your features/benefits list above, isolate the most unique feature(s) and benefit(s):
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This benefit will become the driving theme of your lead paragraph, discussed later in this Business Builder.
Anticipate your prospect's major objections and counter them in your sales letter. The best sales people know in advance, mostly from experience, exactly what obstacles they might encounter when trying to close a sale. The best sales letters follow suit.
The long distance telephone company, for example, might anticipate that businesses are reluctant to employ a long distance telephone carrier they've never heard of.
Objection: "How come I never heard of you?"
Counter: "We don't spend millions of dollars in advertising like AT&T and MCI. We choose to pass the savings along to our customers."
Sales Letter: Like many of our valued business accounts, you're probably wondering why you haven't heard our name before. The answer is simple. We don't spend millions of dollars in national advertising like AT&T. We prefer to pass the savings along to growing companies like yours.
Objection: "There are many anti-theft car devices on the market. Why should I spend Rs.1000 more for yours?"
Counter: "Every other anti-theft car device can easily be sawed through by a thief. Ours can't. Isn't peace of mind worth another Rs.1000?"
Sales Letter: You may think Rs.1000 is a lot more to pay for an anti-theft device. But the truth is this Rs.1000 buys you peace of mind. Your car cannot be stolen when you use Theft-A-Way. No other anti-theft device guarantees that.
If you leave your prospective customer with serious questions and objections after reading your letter, it will be much harder or even impossible, to get them to send for more information, call you for more information, or grant you an appointment.
Write down any objections you think your potential customer might have about your product or service, then counter them:
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Decide what your immediate objective in writing your sales letter is. Ask yourself this question: "What do I want the prospect to do after reading my letter?" Send for a sample and sales brochure, call me to schedule a meeting, be interested enough to take my telephone call and schedule an appointment with me? You need to determine this before you begin writing because you will need to decide what you're prepared to offer in order to provide the reader with an incentive to act.
For example, if you distribute a line of hair care products to beauty parlours and you want the owner of twelve parlours to meet with you, you might offer to supply him with enough of your product to use on customers free for a month. Or, you could offer a special 10% introductory discount if he agrees to distribute your line of products. Whatever incentive you offer, limit the time frame you will offer it. You would let the parlour owner know that the special introductory discount is only available until August 1. This will create a sense of urgency in his mind.
Make sure the person you're writing your letter to is the person who makes the decision to buy. If you're going to the effort of trying to establish a relationship, you want it to be with the person with the authority to make decisions. With small companies, it's usually the owner and president. But with larger companies, you may have to do some research. You can call the company and try to get the information from the receptionist: "Can you tell me the name of the person in charge of buying long distance phone services?"
If you feel the receptionist doesn't know, you might ask to speak with the person you think is the buyer for your product. Or, you can try to get information from her assistant or secretary. "I'm going to be sending Ms. Smitha some information in the mail. Can you please tell me her title. Is she the person in charge of buying long distance services?"
Do Your Homework. Study other businesses' effective sales and direct mail letters. You probably receive sales letters at your office on a regular basis. Or, think about the vendors whose products or services you use now or in the past. You've probably saved their correspondence in a file.
Find all the sample letters you can and as you study them ask yourself the following questions:
• Does the first paragraph grab my attention?
• Does it relate to my business needs?
• Is it easy or hard to put down?
• Is it enjoyable to read?
• What do I like best about this letter?
• What do I dislike about it?
• How would I improve it?
• Does this letter make me want to buy? Why or why not?
Outline
Outlines are useful tools for organizing ideas. Experienced writers almost always use them before they begin writing. If you're writing a sales letter for the first time, your outline should be extensive before you attempt to write your letter. Once you have more experience, you can adopt a less formal approach, such as simply writing down key ideas in the order they will appear. To construct your outline, take a piece of paper and write a few sentences for each of the following major points.
Headlines
Direct mail letters commonly include headlines because they help grab a reader's attention. Should your sales letter employ one? It depends. If your letter is addressed to someone you've met at a trade show or have already made contact with over the telephone, a headline isn't appropriate.
Remember, a sales letter endeavors to establish a relationship.
If you feel a headline is appropriate, here are some basic principles to follow when creating one:
A headline is a short statement, one or two lines at the most, that appears at the top of the page between the address and salutation. A headline should do one of the following:
Immediately tell the prospect what potential benefit they will receive:
You Can Cut Your Long Distance Expenses By Half.
Or, the headline should imply the benefit:
Were You Shocked By Your Last Long Distance Phone Bill?
Ask your prospect a question they will find compelling:
Are You Sure Your Car's Anti-theft Device Really Works?
What Would Happen To Your Sales If Your Phone Lines Went Down?
If you use a headline, it should appear in a larger font, with all the words CAPITALIZED and in Bold.
Instead of a headline you may choose to use a supporting statement such as a testimonial, product review, or an endorsement. Whether you choose to use one in your headline or not, you should use a supporting statement in your sales letter. It's especially important to do so if your product or service is expensive. Supporting statements help eliminate risk in a prospect's mind.
Testimonials are statements from satisfied customers:
"Island Long Distance has cut our long distance phone bills by 30%!"
They saved us during our busiest sales season!"
Product reviews appear in newspapers or magazines:
"If you have a car, you should have Theft-A-Way protecting it."
Car and Driver Magazine
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Endorsements are statements from experts:
"Recommended for Use By The American Medical Association."
Testimonials, reviews, and endorsements should appear as quotations. Text should be in a slightly smaller font and in italics. Underneath the quote, you should indicate who said it or what newspaper it appeared in.
Watch Out Don't crowd the top of your letter with a headline and too many quotations because it will appear as an advertisement and not a personal form of communication. You can use quotations in the body of your letter or at the end.
Write Your Lead Paragraph.
Your first, or lead paragraph represents the most important sentences of your letter because if you don't compel the reader to read, your letter will have no impact. Your first sentence should logically flow from the idea you created with your headline. Professional writers often refer to the headline and connecting lead paragraph as establishing the "hook." It's called a hook because you must interest your reader right away with the headline then keep them reading after the first paragraph. The hook of your sales letter must:
• Appeal to a business need or human emotion.
• Begin selling your main benefit.
If your headline was: Do You Know How Many Long Distance Companies Overcharge Their Customers? Your lead paragraph would answer the question: "A recent survey by the American Marketing Association indicates that the big three long distance phone companies overcharge their customers"
For Example: "We're not one of the big three. That's why we can save you money on your monthly long distance phone service."
If you're not using a headline because you've already had some personal contact with the prospect, here is how you should write your lead paragraph:
Acknowledge that you've met or spoken recently.
For example: When we met at the Direct Marketing Trade Show last week, Julie, I promised to get back to you with some more information on how Island Long Distance can save your company as much as 30% a month.
Write a few sentences that describe additional benefits to the reader.
For Example: Not only is our long distance service 25% less expensive than our competitor's, we offer a rerouting system that will direct your calls to another location in case of a power failure. This means you'll never lose sales!
From Your Planning Stage, Write Down Any Objections To Your Product And How You Will Overcome Them.
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If you are going to state a product or service's price in your letter, remember this important point. Expenses should be expressed over short periods of time and profits over the long term.
For Example: "This service costs you only Rs.50 a week" is better than writing "this service will cost you Rs.200 a month or Rs.2400 a year."
For Example: "This service will increase your profits by 25% over the next four years" is better than writing "this service will increase your profits by Rs.600 month."
If you are offering a special discount or bonus to the reader, refer to it after your lead paragraph. Don't spell out all the details of your offer yet. You want to build excitement and intrigue. But it's important to refer to it early on in your letter, especially if you don't mention it in the headline because it will keep your reader's interest high.
For Example: If you purchase before July 1st, not only can you take advantage of our special discount, you'll also be eligible for free freight!
Support Your Product Claims With Testimonials, Examples, or Statistics. These statements will add credibility to your benefit claims. Remember, businesses and consumers like to have risk eliminated before they buy a product.
Spell Out The Specific Details Of Any Special Offer Or A Discount.
Close.
Write a statement or two for each of the following points:
• Recap benefits
• Restate offer
Ask the prospective customers to act, or let them know what course of action you'll be taking such as, telephoning next week to schedule an appointment. If you want to schedule an appointment with your prospect, don't leave it up to them to telephone you. Indicate when you'll be contacting them, and then make sure you follow through.
Add A Post-script. You can use a P.S. to reinforce your offer or benefit.
Example: P.S. Don't forget, our free freight offer is good only through July 1st!
Thanks to your extensive outline, the process of actually writing your letter should be fairly simple.
General Guidelines:
• Keep Your Sales Letter To One Or Two Pages.
• Send your sales letter to the right people.
• Personalize your sales letter.
• Write different versions of your sales letter for different segments of your target market
• Include an order form with your sales letter.
• Don’t include fancy graphics in your sales letter.
• Send out a repeat mailing two or three weeks later.
3.5 WRITING A BUSINESS MEMO
A memo is a document used for communication within a company. Memos can be as formal as a business letter and used to present a report. . They are used also to pass information, ideas, and recommendations to other people in the same organization.
Memos solve problems either by informing the reader about new information, like policy changes, price increases, etc., or by persuading the reader to take an action, such as attend a meeting, use less paper, or change a current production procedure. Regardless of the specific goal, memos are most effective when they connect the purpose of the writer with the interests and needs of the reader. This Lesson will help you solve your memo-writing problems by discussing what a memo is, presenting some options for organizing memos, describing the parts of memos, and suggesting some hints that will make your memos more effective.
Memos are often read by many people. Many memos are written to large groups of people within an organization. Some memos are written to only one person but are passed along (“forwarded”) to other people in the organization who need the information. Because memos are official organizational documents, they are sometimes read by people outside the organization. Some memos are made public for legal reasons or during court cases.
They have the advantage of not requiring an inside address, a salutation line, and perfunctory opening lines that greet the reader, inquiring about matters unrelated to the subject of the document.
Good memos get to the point, focus on just one issue, and support the writer’s central ideas with coherent, relevant, convincing evidence.
The best of business memos are concise, written in the plain English, and sensibly orgnizaed. .
Your ability to write a crisp, clean memo will mark you as someone who contributes to the organization - someone worth keeping, watching, and promoting. Will a good memo get you promoted? That’s unlikely. A series of bad memos – poorly crafted, disorganized and densely expressed – however, may stop your career in its tracks. Writing after all, is a career sifter. Good writers move up; bad writers get left behind.
THE SIX COMMUNICATION STRATEGIES
Before you begin writing, begin thinking. Give some careful thought to your reader, to your objectives, and to the strategy you will employ to achieve you objectives. The content and pattern of organization will follow from those. When you are sure you know what you want to achieve – and what you want your reader to learn from writing – you will need a communication strategy.
Here are six basic strategies, three designed to convey information, and three designed to promote action.
INFORMATION STRATEGIES
ACTION STRATEGIES
* To confirm agreement * To request assistance
* To provide facts * To give direction
* To provide a point of view * To seek agreement
WRITING AN OVERVIEW PARAGRAPH
The opening or Overview paragraph of any memo-should reveal a communication strategy for the entire document. By writing it first, you will identify your purpose and main ideas. This will give you perspective and direction that will guide the development of the memo, letter, or report.
Your reader will benefit as well. Overview paragraph provides perspective on what’s coming and what’s important, much like the topic sentence of a well-constructed paragraph.
Overview paragraphs should clearly tell the reader:
• Purpose: why are they writing the memo?
• Main idea: What do you want to tell the reader? Or, what do you want the reader to do?
• Opinion: What is your point of view on the subject?
In addition, the Overview should begin to establish the tone of the document for your reader. Since the Overview is the very first paragraph a reader will see and is, without question, one of the most important elements of a memo, you should keep in mind that it should display a number of important basic qualities? It should:
• Be clear and simple. Remember that the reader is trying to get oriented. The Overview provides perspective on what is coming. Keep the words simple and the sentences short. Think about your audience and what the various readers know. Anyone who receives the document should be able to understand it.
• Be brief: The overview paragraph acts as an executive summary of the memo that follows. This is not entire memo packed into a paragraph or two. Stick to the main ideas.
• Deal with the what – not with the how: What is the recommended course of action in a proposal or the main conclusion in an information memo? Avoid how or implementation at the early point in your memo. Readers have trouble dealing with implementation until they understand and agree what should be done.
• Include and indentify the writer’s point-of-view. Go beyond the facts – interpret, conclude, and recommend. That will take responsibility up front for what you believe by stating your point of view in the Overview. This helps convey confidence and a sense of leadership.
• Reflect the needs of the reader: The Overview is geared to the knowledge and skill level of the reader. It takes into account what the readers needs and wants to know.
• Be thorough and complete: Although brief, the Overview should be able to stand on its own. It does not tell the reader everything in the memo; it contains key highlights. The best test of a good Overview: Can the reader say yes without reading further?
SAMPLE OVERVIEWS
Here are several Overview paragraphs that will help the reader to better understand what the writer is saying and what he wants from the reader, Pay carefull attention to the length and structure of these Overviews. Note how compact and cogent each of them is.
1. This memo recommends the establishment of an on-site exercise and health club facility in the corporate headquarters complex.
2. This memo provides a summary of The GrillMaster II’s market performance in each sales region for the first quarter of FY-2006.
3. This memo urgently recommends a product design review for the XYZ Plus. Warranty claims, field reports, and customer’s complaint about this product indicate a possible defect in the blade shield. Failure to review the design may result in significant liability exposure of the form and may irreparably damage the brand reputation.
4. This memo recommends a 30-day continuation of the Visa Classic customer rebate program to Region 5-initial response to the rebate coupons at retail level has exceeded market projections by 135%
5. This memo recommends the addition of 3 adminitrative assistants in the Information Technology Division. Launch of the company’s new Intranet and our new wireless PDA system have increased technical workloads and created a 20 – day help? Solves this and other, related problems.
THE INFORMATION MEMO
Interoffice memos have two purposes: to inform or to persuade. If your purpose is to document, records, or inform, here are some things about as you write.
• Make your reasons for writing clear to the readers: Explain, right up front, in the Overview paragraph why you’re writing. Use boldface headings and subheads to label and describe the information you’re providing.
• Write about just one subject: Don’t confuse your readers with information about more than one subject in a memo. If you must write about several subjects, either give your memo a more general, abstract subject line, or (preferably) write several memos.
• Begin with the big picture first, then move to the details: Don’t simply download data on your readers and expect them to figure out what it means. Show your readers where this information fits into the big picture and then organize it in a way that makes sense to them.
• Provide just as much detail as you think your reader will need. The problem, of course is that some readers want all sorts of detail. Others just want the bottom line or main point. There’s nothing wrong with either of those groups, that’s just the way they are. In order to satisfy the needs of as many readers as possible, you should provide the most important information first, explaining what it is, what it means, and why it’s important. You might then direct those who want additional detail to a paper appendix attached to your memo or, perhaps, to an Intranet or Web site where they can read or download what they want.
• Group similar information together: Read through your first draft and look for similar bits of information that appear in multiple paragraphs. Eliminate redundant sentences or paragraphs in which you’ve become repetitious.
• Provide a point – of contact for your readers. If the people reading your memo have questions or concerns about the information you have provided, who should they contact? Helpful informative memos will include not only a return address but telephone numbers, e-mail addresses, and (if you’re willing) the name of a person who can assist with questions.
• Avoid gratuitous use of the first-person singular: Address the reader as “you” or write in the third person. By doing so, you will reduce the temptation to include your own opinion with such phrases as “I think….”In my opinion ……”.etc.
• Stick to the facts … Distinguish clearly between fact and opinion and omit those things about which you are not sure. If you must include assumptions, please label point during the next six months. … “Finally, ask yourself how you know that this information is current and accurate. What is the source of your confidence for all of this?
THE PERSUASIVE MEMO
Writing a persuasive memo is much like constructing a winning argument. The document must provide a complete, logical argument with which the reader disagrees. It must anticipate all questions and responses – and deal with them. Proctor and Gamble Vice President, G.GibsonCarey, offers this advice on persuading others by memo”.
• Consider your objective against the readers’ attitudes, perceptions, and knowledge of the subject, be sure you know exactly what you want to accomplish with your memo. Do a careful assessment of the reader’s mindset at the beginning. What will it take to get the reader to say yes?
• Outline on paper, focusing on the Situation Analysis and Rationale sections. This will help you construct a complete, logical argument. An outline also helps identify missing information.
• Include a plan of actions: A well thought out implementation section adds credibility and practicality to your ideas. It gives the busy reader added incentive to consider your proposal. Even if you are awaiting approval to develop a detailed plan, include an outline of the plan to demonstrate that your concept can be accomplished.
• Don’t lose your argument in the Situation Analysis. Your proposal should flow naturally from the problem or opportunity described in the Situation Analysis. The reader who disagrees with anything in this section of the memo cannot buy your proposal. Avoid controversial issues, opinions, and unsupported assertions in the situation analysis. Stick to the facts.
• Use the direct approach: Present your Recommendation and Rationale before you discuss other options that you have considered and rejected.
• Always lead from strength: Start your proposal with a strong, confident Overview paragraph. Bring the important ideas to the beginning of each section. In the Rationale section, always present your arguments in order of importance.
• Gear your argument to the reader’s decision criteria. Know how your reader’s mind works. Ask yourself if your argument is persuasive, given the reader’s interests and motivations.
STANDARD FORMATS FOR MEMOS
Putting your ideas on paper helps you evaluate them. It forces you, the writer, to think through the issues carefully. Good ideas are invariably strengthened on paper and weak ideas are exposed for what they are.
Having a format in mind for the memo or report as you move forward with any project can eliminate one of the common stumbling blocks to sound thinking and good communication. The format becomes an organization plan for your ideas. It ensures that you think logically and that you don’t overlook anything relevant to the project.
A standard format helps you organize information and concepts quickly. You don’t have to think about where to put everything each time you start writing. If something is missing, it is immediately evident.
A standard format helps readers too. They don’t have to figure out how your mind was working each time they get a document from you. They know immediately where to find the pieces and how they fit together. This saves time and promotes understanding.
A document can be organized or put together in a variety of ways. Always be certain your case is developed in a logical and persuasive manner. Consider using a format with which your readers are familiar, since they will be more comfortable with it. But don’t compromise on clarity, simplicity, and logical flow to do this.
MEETING AND CONFERENCE REPORTS
The purpose of a conference or meeting-report is to record decisions made at the meeting. Avoid long descriptions of what was discussed or presented, restatements, of arguments praise, or blame. Use a standard format that includes the name of the group. Persons attending and subjects covered.
Report briefly on:
• What was discussed or presented
• What was decided and why :
Focus your report on:
• What action is required?
• Who is responsible
• What the timing will be.
Many businesses keep track of current and proposed activities with project lists. These are nothing more than simple description of what the organization is doing to active its goals or serve its customers. Projects lists usually take more time to prepare than they are worth, so try to keep them simple. This will save time and actually make them more useable documents.
Separate each project by category, and then list projects in order of priority of importance. Each project on your list should include a title and brief description, status, next steps, responsible parties and date due.
If your project list is long, consider adding a cover page to highlight key projects that require management attention.
Projects should never just disappear, completed or terminated projects should be shown as such the following month, with a brief notation about why the project will not appear on future project lists.
MAKE YOUR MEMOS INVITING AND ATTRACTIVE
A good document is both inviting and easy to read or easy to use as a reference? Here are some ideas on how to achieve this:
• Grab attention up front. A strong overview section gives the reader perspective on what’s coming. This makes any memo easier to read and understand. Don’t open the memo with unimportant details or information the reader already knows.
• Vary sentence and paragraph length - but keep them short. Short paragraphs and short sentences are inviting because they are easier to deal with. If all your sentences or paragraphs are of the same length, however, the memo will seem monotonous.
• Use headings: The reader will understand your organization plan for the memo. Headings also make it a better reference document.
• Use bullets and numbers to identify groupings. This helps break up long paragraphs and it’s another way to indicate how the memo is organized.
• Use parallel structure for lists (as this one does) Keep things with things, actions with actions, do’s with do’s don’ts with don’ts, and so on.
• Underline or use boldface type to focus on topic sentences, key words, and phrases. But don’t overdo, too much underlining makes a document look cluttered and busy.
• Leave adequate margins: Lots of white space makes any document more inviting. Use tables, charts, and exhibits, Paragraphs full of numbers are difficult to read. Presenting the same information in a table or chart makes it easier to understand and easier to refer to.
• Don’t settle for sloppy or illegible duplication: Make it a quality document.
EDITING YOUR MEMOS
Good writing requires rewriting. The overall purpose of editing is to trim, clarify, and simplify, Put the document aside for a while – overnight if possible – before revising. This helps you step back. Look at the memo through the eyes of the reader, and be more objective.
Before revising your memo, quickly, review the guidelines provided in the opening sections. Then put yourself in the reader’s place and go through the document several times.
• Is it clear? Is the flow of the memo logical? Will the reader understand the development of your thesis? Are the words simple and concrete? Will the reader understand technical terms? Is every sentence clear, unambiguous, easy to read?
• Is it complete? Will the reader understand your purpose? Does the Situations Analysis have all the background information the reader needs to know? Are all the key numbers in the body of the memo? Have all necessary agreements been spelled out?
• Is it persuasive? Does your Rationale section lead from strength? Are your arguments in order of importance? Have you anticipated potential responses and questions – and dealt with them? Have you avoided exaggerations and provided a balanced, rational argument?
• Is it accurate? Are opinions and facts separated and clearly labeled? Is every number correct?
• Is is concise? Do you have too many arguments? Did you waste words telling readers what they already know? Do you have unnecessary words, phrases or sentences?
• Is it inviting to read? Are there large blocks of type that can be broken up? Did you leave adequate margins? Is the memo neat, clear, legible?
• Is it perfect? Are there any typos, misspellings, or grammatical errors that could cast doubt on the quality of your thinking?
• Analysis has all the background information the reader needs to know? Are all the key numbers in the body of the memo? Have all necessary agreements been spelled out?
• It is persuasive? Does your Rationale section lead from strength? Are your arguments in order of importance? Have you anticipated potential responses and questions – and dealt with them? Have you avoided exaggerations and provided a balanced, rational argument?
• Is it accurate? Are opinions and facts separated and clearly labeled? Is every number correct?
• Is it concise? Do you have too many arguments? Did you waste words telling readers what they already know? Do you have unnecessary words, phrases or sentences?
• Is it inviting to read? Are there large blocks of type that can be broken up? Did you leave adequate margins? Is the memo neat, clear, legible?
• Is it perfect? Are there any typos, misspellings, or grammatical errors that could cast doubt on the quality of your thinking?
3.6. COMPLAINTS LETTERS
Complaint Letter
A complaint letter is written when the purchaser does not find the goods upto his satisfaction. It is normally written by the purchaser when he receives wrong, defective or damaged goods or receives incorrect quantity of goods. It can also be written directly to the transit authority when the goods are damaged in transit. Thus, we may define a letter of complaint as the letter that draws the attention of the supplier or any other party on account of supply of defective or damaged goods.
Effective complaint letters should be: concise, authoritative, factual, constructive, and friendly. Imagine you are receiving a customer's letter of complaint. What type of letter would you encourage to respond positively to the complaint? Good complaint letters have these features: Concise letters can be understood quickly. Authoritative letters - letters that are well written and professionally presented - have more credibility and are taken seriously. Factual letters enable the reader to see immediately the relevant details, dates, requirements, etc., and to justify the action to resolve the complaint. Constructive letters - with positive statements, suggesting positive actions - encourage action and quicker decisions. Friendly letters - with a considerate, cooperative and complimentary tone - are prioritized because the reader will positively respond. These complaints methods are based on cooperation, relationships, constructive problem-solving, and are therefore transferable to phone and face-to-face complaints.
Write concise letters
Organizations receive too many communications these days, especially letters. People in complaints departments receive more letters than most, and cannot read every letter fully. The only letters that are read fully are the most concise, clear, compact letters. Letters that ramble or are vague will not be read properly. So it's simple - to be acted upon, first your letter must be read. To be read your letter must be concise. A concise letter of complaint must make its main point in less than five seconds. The complaint letter may subsequently take a few more seconds to explain the situation, but first the main point must be understood in a few seconds.
Structuring the letter is important. Think in terms of the acronym AIDA - attention, interest, desire, action. This is the fundamental process of persuasion. It's been used by the selling profession for fifty years or more. It applies to letters of complaints too, which after all, are letters of persuasion. The complaint letter attempts to persuade the reader to take action.
Structure your letter so that you include a heading - which identifies the issue and name of product, service, and person, location, with code or reference number if applicable.
Then state the simple facts, with relevant dates and details.
Include also, (as a sign-off point is usually best), something complimentary about the organization and/or its products, service, or people.
For example:
"I've long been a user of your products/services and up until now have always regarded you as an excellent supplier/organization. I have every faith therefore that you will do what you can to rectify this situation."
Even if you are very angry, it's always important to make a positive, complimentary comment. It will make the reader and the organization more inclined to 'want' to help you. More about this below.
If the situation is very complex with a lot of history, it's a good idea to keep the letter itself very short and concise, and then append or attach the details, in whatever format is appropriate (photocopies, written notes, explanation, etc). This enables the reader of the letter to understand the main point of the complaint, and then to process it, without having to read twenty pages of history and detail.
The main point is, do not bury your main points in a long letter about the problem. Make your main points first in a short letter, and attach the details.
Authoritative complaints letters have credibility and carry more weight
An authoritative letter is especially important for serious complaints or one with significant financial implications. What makes a letter authoritative? Professional presentation, good grammar and spelling, firmness and clarity. Using sophisticated words (providing they are used correctly) - the language of a broadsheet newspaper can also help to give your letter a more authoritative impression. What your letter looks like, its presentation, language and tone, can all help to establish your credibility - that you can be trusted and believed, that you know your facts, and that you probably have a point.
So think about your letter layout - if writing as a private consumer use a letterhead preferably - ensure the name and address details of the addressee are correct, include the date, keep it tidy, well-spaced, and print your name under your signature.
If you copy the letter to anyone show that this has been done (normally by using the abbreviation 'c.c.' with the names of copy letter recipients and their organizations if appropriate, beneath the signature.) If you attach other pages of details or photocopies, or enclose anything else such as packaging, state so on the letter (normally by using the abbreviation 'enc.' the foot of the page).
When people read letters, rightly or wrongly they form an impression about the writer, which can affect response and attitude. Writing a letter that creates an authoritative impression is therefore helpful.
Complaint letters must include all the facts
In the organization concerned, you need someone at some stage to decide a course of action in response to your letter that will resolve your complaint. For any complaint of reasonable significance, the solution will normally involve someone committing organizational resources or cost. Where people commit resources or costs there needs to be proper accountability and justification. This is generally because organizations of all sorts are geared to providing a return on investment. Resolving your complaint will involve a cost or 'investment' of some sort, however small, which needs justifying. If there's insufficient justification, the investment needed to solve the problem cannot be committed. So ensure you provide the relevant facts, dates, names, and details, clearly. Make sure you include all the necessary facts that will justify why your complaint should be resolved . But be brief and concise...
For example:
"The above part number 1234 was delivered to xyz address on 00/00/00 date developed ABC fault on 00/00/00 date..."
Constructive letters and suggestions make complaints easier to resolve
Accentuate the positive wherever possible. This means presenting things in a positive light. Dealing with a whole load of negative statements is not easy for anyone, especially customer service staff, who'll be dealing with mostly negative and critical communication all day. Be different by being positive and constructive. State the facts and then suggest what needs to be done to resolve matters. If the situation is complex, suggest that you'll be as flexible as you can in helping to arrive at a positive outcome. Say that you'd like to find a way forward, rather than terminate the relationship. If you tell them that you're taking your business elsewhere, and that you're never using them again, etc., then there's little incentive for them to look for a good outcome. If you give a very negative, final, 'unsolvable' impression, they'll treat you accordingly. Suppliers of all sorts work harder for people who stay loyal and are prepared to work through difficulties, rather than jump ship whenever there's a problem. Many suppliers and organizations actually welcome complaints as opportunities to improve (which they should do) - if yours does, or can be persuaded to take this view, it's very well worth sticking with them and helping them to find a solution. So it helps to be seen as a positive and constructive customer rather than a negative, critical one. It helps for your complaint to be seen as an opportunity to improve things, rather than an arena for confrontation.
Write letters with a friendly and complimentary tone
A friendly and complimentary approach encourages the other person to reciprocate - they'll want to return your faith, build the relationship, and keep you as a loyal customer or user of their products or services. People like helping nice friendly people. People do not find it easy to help rough people who attack them.
This is perhaps the most important rule of all when complaining. Be kind to people and they will be kind to you. Ask for their help - it's really so simple - and they will want to help you.
Contrast a friendly complimentary complaint letter with a complaint letter full of anger and negativity: readers of angry bitter letters are not naturally inclined to want to help - they are more likely to retreat, make excuses, defend, or worse still to respond aggressively or confrontationally. It's human nature.
Also remember that the person reading the letter is just like you - they just want to do a good job, be happy, to get through the day without being upset. What earthly benefit will you get by upsetting them? Be nice to people. Respect their worth and motives. Don't transfer your frustration to them personally - they've not done anything to upset you. They are there to help. The person reading the letter is your best ally - keep them on your side and they will do everything they can to resolve the problem - it's their job.
Try to see things from their point of view. Take the trouble to find out how they work and what the root causes of the problems might be.
This friendly approach is essential as well if you cannot resist the urge to pick up the phone and complain. Remember that the person at the other end is only trying to do their job, and that they can only work within the policy that has been issued to them. Don't take it out on them - it's not their fault.
In fact, complaints are best and quickest resolved if you take the view that it's nobody's fault. Attaching blame causes defensiveness - the barriers go up and conflict develops.
Take an objective view - it's happened, for whatever reason; it can't be undone, now let's find out how it can best be resolved. Try to take a cooperative, understanding, and objective tone. Not confrontational; instead you and them both looking at the problem from the same side.
If you use phrases like - "I realise that mistakes happen..."; "I'm not blaming anyone...."; "I'm sure this is a rare problem...” your letter (or phone call) will be seen as friendly, non-threatening, and non-confrontational. This relaxes the person at the other end, and makes them more inclined to help you, because you are obviously friendly and reasonable.
The use of humour often works wonders if your letter is to a senior person. Humour dissipates conflict, and immediately attracts attention because it's different. A bit of humour in a complaint letter also creates a friendly, intelligent and cooperative impression. Senior people dealing with complaints tend to react on a personal level, rather than a procedural level, as with customer services departments. If you brighten someone's day by raising a smile there's a good chance that your letter will be given favourable treatment.
Returning faulty products
Check contracts, receipts, invoices, packaging, etc., for collection and return procedures and follow them.
When complaining, particularly about expensive items, it's not helpful to undermine your position by failing to follow any reasonable process governing faulty or incorrect products. You may even end up with liability for the faulty product if the supplier is able to claim that you've been negligent in some way.
For certain consumer complaints it's helpful to return packaging, as this enables the organization to check production records and correct problems if still present. If in doubt phone the customer services department to find out what they actually need you to return.
Product returns for business-to-business complaints will initially be covered by the supplier's terms and conditions of sale. Again take care not to create a liability for yourself by failing to follow reasonable processes, (for example leaving a computer out in the yard in the pouring rain by way of incentive for the supplier to collect, is not generally a tactic bound to produce a successful outcome).
Use recorded and insured post where appropriate
Complaints letter template
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Name and address (eg., for the customer services department, or CEO)
Date
Dear Sir or Madam (or name)
Heading with relevant reference numbers
(Optional, especially if writing to a named person) ask for the person's help, eg "I'd really appreciate your help with this."
State facts of situation, including dates, names, reference numbers, but keep this very concise and brief (append details, history, photocopies if applicable, for example if the situation is very complex and has a long history).
State your suggested solution. If the situation and solution is complex, state also that you'll be as flexible as you can to come to an agreed way forward.
(Optional, and normally worth including) state some positive things about your normal experience with the organization concerned, for example: that you've no wish to go elsewhere and hope that a solution can be found; compliment any of their people who have given good service; compliment their products and say that normally you are very happy with things.
State that you look forward to hearing from them soon and that you appreciate their help.
Yours faithfully (if not sent to a named person) or sincerely (if sent to a named person)
Your signature
Your printed name (and title/position if applicable)
c.c. (plus names and organizations, if copying the letter to anyone)
enc. (if enclosing something, such as packaging or attachments)
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Where should you send letters of complaints?
If the organization has a customer services department at their head office this is the first place to start. The department will be geared up to dealing with complaints letters, and your complaint should be processed quickly with the others they'll receive because that's the job of a customer services department. This is especially the case for large organizations. Sending initial complaint letters to managing directors and CEO's will only be referred by their PA staff to the customer services department anyway, with the result of immediately alienating the customer services staff, because you've 'gone over their heads'.
The trick of sending a copy letter to the CEO - and showing this on the letter to the customer services department - is likely to have the same effect. Keep your powder dry until you need it.
You can generally find the address of the customer services department on (where appropriate) product packaging, invoices, websites, and other advertising and communications materials produced by the organization concerned. Local branches, if applicable, will also have the details.
Complaints letter example: faulty product
(use letterheaded paper showing home/business address and phone number)
name and address (of customer service department)
Date
Dear Sir
Faulty (xyz) product
I'm afraid that the enclosed (xyz) product doesn't work. It is the third one I've had to return this month (see attached correspondence).
I bought it from ABC stores at Newtown, PUNE on (date).
I was careful to follow the instructions for use, honestly.
Other than the three I've had to return recently, I've always found your products to be excellent.
I'd be grateful if you could send a replacement and refund my postage (state amount).
I really appreciate your help.
Yours faithfully
Signature
J Smith (Mrs)
Enc.
3.7 MEETING MINTUES
Minutes are a formal brief summary of proceedings at meetings. The main reasons for keeping minutes are to:
• provide an authoritative source and permanent record of proceedings for future reference
• provide formal evidence of decisions, e.g. appointments, financial allocations, authorised actions
• provide a record of policy decisions made and the basis for them
• provide a starting point for action to be taken in future
• create an official record which can be used in legal proceedings
• inform members not present at the meeting and any others of the actions of the body concerned
• assist in the conduct of subsequent meetings
• set out precedents for future occasions, in the case of rulings from the chair
• provide documentary evidence for audit purposes
At some meetings, especially of bodies with less formal accountabilities, the term 'minutes' is sometimes replaced by the term 'notes'. Notes differ from minutes in that, typically, they are less formal, depending on the status of the committee/working party concerned. They are typically:
• less detailed, involving a shorter précis of discussion
• emphasizes action to be taken after the meeting
• do not need to be approved at the next meeting.
3.7.1 What constitutes a good minute?
A good minute is:
• brief;
• self-contained;
• to the full extent that the discussion allows, decisive.
Brevity can be achieved in two ways:
• First, a minute should be selective. It is not a verbatim record, and should not attempt to reproduce, however summarily, what every speaker said. It is a skilled summary of proceedings and should record only the essence of the discussion, picking up the main threads which lead to the conclusion.
• Secondly, the points selected for inclusion in the minute should be recorded as briefly as possible. The secretary may make use of any striking phrases used in the discussion but should not attempt to set out the course of the arguments as they were developed by the speakers, as this will lead to an unnecessarily diffuse style.
A minute should normally be self-contained, so that it is able to be understood without reference to other documents. This may not seem important at the time, when the subject is topical and other relevant documents are fresh in people's minds. But minutes are usually designed not only as a basis for current action, but also for permanent record; and for purposes of subsequent reference they are much more valuable if they can be understood by themselves.
The minute should be as decisive as possible. This is specially important for the conclusions. But it applies also to the record of the discussion. The secretary should not try to reproduce what the speaker said; they should get down to the essential core of discussion and record that as briefly and as clearly as possible.
3.7.2 Structure of a minute
The first purpose of a minute is to set out the conclusions reached so that those who have to take action will know precisely what they have to do. The second is to give the reasons why the conclusions were reached. A minute should fall clearly into three parts:
• opening statement i.e. background;
• points in discussion;
• conclusions i.e. resolutions or recommendations.
It is a good rule to think out the sequence of a minute before beginning to compile it, and to work backwards from the conclusion. The secretary should first decide what are the conclusions to be recorded and keep those clearly in their mind while preparing the minute. This will help them decide how much of the discussion needs to be recorded and in what order it can be best arranged.
To reproduce a good minute the secretary must get clear before they start about the framework round which they are going to build, i.e. the essential points leading up to the conclusion. They will not get the same result if they first try to summarise everything and consider what they can afford to miss out.
3.7.3 Opening Statement
This part, which can be written before the meeting, and may even appear in the agenda, provides the background to the item. It can show who was responsible for putting the item before the meeting, what were the reasons for the proposal and the previous history of the matter.
It should not summarise the whole of the documents under discussion; the sole purpose of the opening statement is to make the subsequent discussion intelligible without reference to other documents. This can usually be achieved in a few lines. If not, the subject should be stated and the readers left to refer to the documents themselves.
The minute should begin by recording any documents under discussion, giving the name and date of each. Thus:
"The Committee noted a letter dated .... from ............stating that ........."
or, where there are several documents -
"The Committee noted the following information concerning ................"
or,
"The Committee had before it the following information - ...................."
Many discussions begin with a statement by the author of the document before the meeting, who either summarises or enlarges upon their submission. It is a good rule not to include in the minute both a summary of the submission and a record of the author's opening statement. If the speaker adds nothing to what was in their submission the secretary can produce a summary of it; if they enlarge upon it the secretary can omit the summary of the submission and produce a comprehensive statement covering both the essential substance of the submission and the supplementary points brought out by the speaker.
Points in Discussion
The second part of the minute contains the reasons advanced in the meeting for the decision. It will usually proceed: "The following points were raised in discussion", and will then set out, in separate paragraphs or in point form, a concise summary of the various points made before the conclusion was reached.
It is normally desirable that this part of the minute should be impersonal, i.e. that it should not attribute views to persons. The main advantages of this form are:
• it makes for brevity - a point can usually be recorded more concisely in an impersonal form;
• a point raised by one speaker will often be taken up and developed by others. In an impersonal minute the secretary need record it only in its final form;
• it is often convenient to weld together into a single paragraph a number of points made by various speakers;
• the impersonal style tends to avert suggestions for amendment of the minute, for members naturally look with special care at paragraphs which attribute statements to them personally, and tend to ask for additions and modifications which are not strictly necessary for the purpose of a minute.
Titles/names would be used on occasions - e.g. where the speaker has a particular expertise in the area under discussion or when a person asked that their dissent be recorded.
Much less emphasis need be given to unsuccessful arguments that did not convince the meeting. If there are good arguments on both sides and the vote is close, separate sections should record the arguments on both sides; this will be particularly helpful if the proposal is to be reviewed by a higher body.
It is often unnecessary to reproduce the points in discussion in the order in which they were made. It is better to look forward to the conclusion, and arrange the points in the logical order in which they lead up to it.
The secretary should not hesitate to discard the irrelevant and the inessential. Much said in a discussion need not be recorded and much that was relevant to a certain stage in the discussion may, in retrospect, be irrelevant to the conclusion eventually reached.
Conclusions
A minute should end with conclusions which are clear and precise. The chairperson will sometimes have summed up the discussion and indicated the conclusions reached. But, if they have not done so, it is the duty of the secretary to draft a set of conclusions which express fairly the sense of the meeting.
There are many occasions on which the members of a committee are not altogether clear what has been decided until they see the minutes. The secretary should certainly consult the chairperson if there is doubt about any conclusions. Occasionally it may be desirable to clear a difficult point with the member most concerned in order to avoid subsequent queries or amendments to minutes. It is a proper function of a secretary to clarify, as well as record, the results of a meeting.
Where action is required, the conclusion should place the responsibility firmly upon an individual, school etc to carry it out. If several committee members are concerned they should all be named but care should be taken to indicate who has the main responsibility.
To make them stand out as clearly as possible, it is preferable to divide the conclusions into their constituent parts, putting each into a separate provision, e.g.:
"It was resolved -
(a) that Dr X be requested to draft a revised statement on ...;
(b) that the Vice-Chancellor be invited to discuss the matter at the next meeting of..."
The conclusions will normally be set out at the end of the minute. If, however, the minute falls naturally into a number of different sections, the conclusions can be interspersed in the record of the discussion instead of being brought together at the end of the minute. In that event, each separate section should end with the relevant conclusion, inset in the text.
Whatever layout is chosen for the conclusions, it should for ease of reference apply uniformly to all minutes of the committee.
The preparation of minutes should be treated as urgent. Delay often means that the taking of action on conclusions will be delayed. Moreover they are easier to write while the discussion is fresh in the writer's mind.
Questions for Assessment
1. What do we mean by appropriateness in a business letter?
2. What is the importance of the ‘you’ attitude in a business letter?
3. What is the main purpose of a business letter?
4. What are the essentials of a good business letter?
5. Discuss, with examples, the importance of accuracy, completeness and clarity in a business letter.
6. Draft a letter to Hindustan Watch Company, Chennai-1 asking for a copy of their latest catalogue. State that you propose to stock watches for sale. Ask for their best trade terms for the supply of their watches and clocks.
7. As a retailer, draft a letter to ABC India Ltd., Chennai, placing an urgent order with them for certain goods required for the forthcoming rainy season. Draw their attention to the needy for prompt delivery.
8. Draft a sales letter to promote sales of any one of the following:
a. A refrigerator; (b) An agricultural insurance policy.(c) An electric portable sewing machine.
9. You have recently purchased a radio set from a local dealer. You are dissatisfied with the performance of the set. The dealer refused to look into the matter. Write a letter stating specific complaints to XYZ company New - Delhi, requesting them to direct the local dealer to look into the matter.
10. draft a circular letter announcing a gift scheme on the occasion of the Dewali to increase the sales of the latest design suitins.
MINUTE WRITING
SAMPLE FORMAT
The following is an example of how minutes for University committees can be written. It should be read in conjunction with the guidelines on minute writing. Clearly, the layout and content will vary to some extent between committees depending on how the Chairperson and Secretary, in consultation with the committee, decide to structure the formal committee papers.
TITLE ABC UNIVERSITY OF MUMBAI
NAME OF COMMITTEE
HEADING Meeting number x/01 of the (title) Committee was held in (room) on (date).
PRESENT: List the members present at the meeting. Normally the name of the Chairperson comes first followed by the names of the members in alphabetical order. For formal committees use titles and initials,
eg:
Professor Jose (Chairperson), Ms A Arthi, Dr M Mohan, Sir J Jones, Professor P Smith.
APOLOGIES: A list of those members who asked for their apologies to be recorded.
IN ATTENDANCE: List here those who, while they are not members of the committee, were present at the meeting and took some part in it. This will normally include the Secretary, but not observers whose names are generally not recorded.
REPORTING
OF ITEMS: The reporting of items should follow the order used in the agenda. If any items are still confidential at the time the minutes are circulated, these items should be reported in a confidential section of the minutes to be sent only to committee members:
1 STARRING OF ITEMS
The following items were taken up for discussion: (List here all of the items starred on the agenda and by members at the meeting)
The Committee resolved that all unstarred items be received or approved as appropriate.
2. MINUTES
Copies of the minutes of the meeting held on (date) had been circulated (Note: insert a document number if the minutes were circulated as part of the agenda). The Committee resolved to confirm the minutes as a correct record.
If an item in the minutes is queried it might be appropriate to record this as follows:
In response to a point of clarification, it was agreed to rephrase the first sentence under item x on page y:
Reproduce here the corrected version
With that amendment, the Committee resolved to confirm the minutes as a correct record.
3 BUSINESS ARISING FROM THE MINUTES
With reference to item x in the minutes, a member sought clarification about the progress being made on the development of the Strategic Plan. In response the Vice-Chancellor advised members that the plan is now in its final draft and will be presented to Academic Board at its next meeting.
4 COMMITTEE REPORTS
4.1 Finance Committee
A copy of the report of Meeting x/01 of the Finance Committee held on (date) had been circulated as (document number). Note: as appropriate, this can either be followed by an account of the Committee’s consideration of each of the items in the report, or, if the items were not identified separately on the agenda, by a minute which indicates that the report was received or noted for information:
4.1.1 2006 Budget
The Committee noted the draft 2006 budget approved by Finance Committee (Attachment A), which had also been referred to the Budgets Committee. It was agreed to advise Finance Committee that the allocation of RS.500 000 for overseas travel should be increased by z% in response to the rise in airfares announced recently by the major airlines.
The Committee received the report from Finance Committee for information
5 NEW BUSINESS
5.1 Education
There was discussion about the admission of full fee-paying overseas students during which the following points were raised:
• concern was expressed about the need to achieve a mix of nationalities on campus;
• it was felt that the University’s fee structure should be reviewed with reference to the policies of the other Indian universities;
• the role of the International Students’ Association was considered and further clarification was thought to be useful.
The Committee received the report from the Academic Registrar, and resolved:
(1) to ask the Vice-Chancellor to seek advice from the Government about the fees charged to private overseas students;
(2) to invite the President of the International Students’ Association to attend the next meeting to explain to members the structure and functions of the Association.
5.2 Transport Committee
The Committee received a memorandum from the Manager, Buildings and Property Division (document number) requesting the appointment of a representative on the Transport Committee. It was agreed to appoint Dr M Durai as the Committee’s representative on the Transport Committee for a two year term to 30 September 2006.
Prior to the close of the meeting, a member foreshadowed the following motion for discussion at the next meeting:
That the Committee recommend to Council that smoking be banned throughout the University.
The Chairperson closed the meeting and thanked members for their attendance.
CONFIRMED:
CHAIRPERSON:_______________________________________
DATE:______/______/2006
3. 8 LETTER OF APPLICATION
Your application letter is one of your most important job-search documents. An effective letter can get you a phone call for an interview, but a poorly written application letter usually spells continued unemployment. When applying for employment by mail a job application letter must accompany your resume. Some employers may be flooded with a stack of a hundred or more resumes on any given day. In such situations, getting an interview can represent a major breakthrough for the job applicant. The job application letter you write can and should be used to substitute for that all-important interview that you may not otherwise get, regardless of your qualifications. The difference can be a matter of how you handle a few key points. The following are some tips to help you develop effective application letters.
Individualizing Your Letter
Give your readers some insight into you as an individual. In the example below the writer chose to describe particular experiences and skills that could not be generalized to most other recent graduates. Draft your letter to show how your individual qualities can contribute to the organization. This is your letter, so avoid simply copying the form and style of other letters you've seen. Instead, strive to make your letter represent your individuality and your capabilities.
Addressing a Specific Person
Preferably, the person you write to should be the individual doing the hiring for the position you're seeking. Look for this person's name in company publications . If the name is unavailable in these places, phone the organization and ask for the person's name or at least the name of the personnel manager.
Catching Your Reader's Attention
Your introduction should get your reader's attention, stimulate interest, and be appropriate to the job you are seeking. For example, you may want to begin with a reference to an advertisement that prompted your application. Such a reference makes your reason for contacting the company clear and indicates to them that their advertising has been effective. Or you may want to open by referring to the company's product, which you want to promote. Such a reference shows your knowledge of the company. Whatever opening strategy you use, try to begin where your reader is and lead quickly to your purpose in writing.
First Paragraph Tips
Make your goal clear.
• If you're answering an advertisement, name the position stated in the ad and identify the source, for example: "your advertisement for a management trainee, which appeared in the Employment News, May 35, 2006,..."
• If you're prospecting for a job, try to identify the job title used by the organization.
• If a specific position title isn't available or if you wish to apply for a line of work that may come under several titles, you may decide to adapt the professional objective stated in your resume.
Additionally, in your first paragraph you should provide a preview of the rest of your letter. This tells your reader what to look for and lets him or her know immediately how your qualifications fit the requirements of the job. In the example letter, the last sentence of the first paragraph refers to specific work experience that is detailed in the following paragraph.
Highlighting Your Qualifications
Organize the middle paragraphs in terms of the qualifications that best suit you for the job and the organization. That is, if your on-the-job experience is your strongest qualification, discuss it in detail and show how you can apply it to the needs of the company. Or if you were president of the Marketing Club and you are applying for a position in marketing or sales, elaborate on the valuable experience you gained and how you can put it to work for them. If special projects you've done apply directly to the job you are seeking, explain them in detail. Be specific. Use numbers, names of equipment you've used, or features of the project that may apply to the job you want.
One strong qualification, described so that the reader can picture you actively involved on the job, can be enough. You can then refer your reader to your resume for a summary of your other qualifications. If you have two or three areas that you think are strong, you can develop additional paragraphs. Make your letter strong enough to convince readers that your distinctive background qualifies you for the job but not so long that length will turn readers off. Some employers recommend a maximum of four paragraphs.
Other Tips
• Refer to your resume. Be sure to refer to your enclosed resume at the most appropriate point in your letter, for example, in the discussion of your qualifications or in the closing paragraph.
• Conclude with a clear, courteous request to set up an interview, and suggest a procedure for doing so. The date and place for the interview should be convenient for the interviewer. However, you're welcome to suggest a range of dates and places convenient to you, especially if you travel at your own own expense or have a restricted schedule. Be specific about how your reader should contact you. If you ask for a phone call, give your phone number and the days and times of the week when you can be reached.
• Be professional. Make sure your letter is professional in format, organization, style, grammar, and mechanics. Maintain a courteous tone throughout the letter and eliminate all errors. Remember that readers often "deselect" applicants because of the appearance of the letter.
• Seek advice. It's always good idea to prepare at least one draft to show to a critical reader for comments and suggestions before revising and sending the letter.
Sample Letter
333 Sardar PatelStreet
West Adyar, Chennai -25
June 6, 2006
Ms. Christine
Engineer
Aerosol Monitoring and Analysis, Inc.
P.O. Box 233
Mount Road, Chennai -2
Dear Ms. Christine:
Dr. Paul, a consultant to your firm and my Organizational Management professor, has informed me that Aerosol Monitoring and Analysis is looking for someone with excellent communications skills, organizational experience, and leadership background to train for a management position. I believe that my enclosed resume will demonstrate that I have the characteristics and experience you seek. In addition, I'd like to mention how my work experience last summer makes me a particularly strong candidate for the position.
As a promoter for Kentech Training at the 2005 Chennai Air Show, I discussed Kentech's products with marketers and sales personnel from around the world. I also researched and wrote reports on new product development and compiled information on aircraft industry trends. The knowledge of the aircraft industry I gained from this position would help me analyze how Aerosol products can meet the needs of regular and prospective clients, and the valuable experience I gained in promotion, sales, and marketing would help me use that information effectively.
I would welcome the opportunity to discuss these and other qualifications with you. If you are interested, please contact me at (044) 555-0338 any morning before 33:00 a.m., or feel free to leave a message. I look forward to meeting with you to discuss the ways my skills may best serve Aerosol Monitoring and Analysis.
Sincerely yours,
First Last name
Enclosure: resume
Job Application Letter Checklist
Address
Did you address your letter to a specific, real individual?
Introducing yourself
Did you clearly provide your reader with key facts about you, such as where you attend university and what your main subject is?
Did you clearly tell your reader what you want?
Knowledge of the Reader's Organisation
Did you persuade your reader that you know about the reader's organisation? Look at the web sites and other sources.
Is the knowledge you demonstrate related to the specific job you want? If so, explain the relevance.
Did you convey a sense that you like the company?
Qualifications
Did you explain how the knowledge, abilities, and experiences described in your CV are relevant to the specific job for which you are applying? Remember non-placement related employment, such as working in a bar or restaurant, can be useful in demonstrating other skills learnt, e.g. responsibility, stock checking and auditing, communication skills, etc. In your CV briefly mention this 'added value'.
Closing
Does your closing seem cordial, yet clearly set our a plan of action?
Format
Does your letter have all the elements of a business letter?
As well as:
• return address;
• date;
• full address (including title) for the person to whom you are writing;
• salutation;
• signature block;
• signature.
You would be amazed at how many people miss one or all of these things out. Remember, first impressions are important.
Writing Style
Are all of your sentences immediately clear to your reader? Does your letter flow in a way that is interesting and easy to follow?
Appearance
Does your letter look neat and attractive?
Correctness
Is all spelling, punctuation and grammar correct?
Overall
Does your letter show that you are aware of your reader's goals and concerns when hiring?
Does your letter persuade that you are a skilled communicator?
3.9 WRITING POSITIVE AND ROUTINE MESSAGES
Positive information—good news—typically establishes its own rapport. Because virtually everyone responds in a positive way to good news, stating it first helps get such messages off to a good start. Routine messages, those containing neutral information, follow the same pattern as those containing information typically considered positive and also place the most important information from the reader’s perspective in the initial position.
General Structure for Conveying Positive and Neutral Information
Because good news establishes its own rapport, begin by stating the good news or the most important information from the reader’s perspective. As is true for orders and inquiries (direct requests), the writer’s main task in writing routine and positive messages is to convey the information clearly, concisely, and completely. The opening should be positive and direct, pacing the reader’s expectations. The message needs to answer all the questions the reader may have asked and should anticipate questions that may occur to the reader after the message is received. The closing of the letter or memo should either make clear who should do what next and/or help establish a better business relationship.
Use the following structure:
Pace
Meet the reader’s expectations by using a standard format for business letters. The first sentence should help the reader identify the purpose of the letter by answering your reader’s most important question, stating the good news, or providing the most important piece of information.
When you need to apologize—when the reader expects an apology—doing so first will help establish rapport. Treat apologies as though they were positive messages, and, when possible, focus on correcting the problem rather than on the apology itself. When your mistake has cost the reader time or money or has created an inconvenience, begin with the apology, and then correct the problem. When you cannot correct the problem, apologize and move on to something more positive.
• I’m sorry you received an incorrect order, Ms. Jones. I’ve sent the size 12 blue jacket you actually ordered by UPS. I’ve also sent a prepaid shipping voucher for your convenience in returning the original shipment.
• Thank you for letting me know that one of our sales clerks was rude to you. On behalf of XYZ’s, I apologize for your inconvenience and embarrassment.
Lead
Provide the necessary explanatory information. State how the reader can benefit from the product, service, or information you are providing. Include natural transition from your opening statement to the additional information you will provide as you blend your outcomes with those of the reader.
• For the small difference in cost, Model B offers a number of additional features. . . .
• We’re glad to cover repairs and your shipping costs under the provisions of the warranty. . . .
• To be eligible for financial aid, complete the enclosed form entitled “Application for Financial Aid,” and return it with your completed application for admission.
Blend Outcomes
When possible, be specific about the ways in which you can meet the reader’s needs. When that’s not possible, either because you are unwilling or unable to provide everything your reader has requested, emphasize what you can do. When you are responding to a request for information, make sure that you have answered all of the reader’s questions. Also, anticipate questions that your reader should have asked but didn’t, and provide answers to those as well.
• Model B includes a CD-ROM drive.
• Yes, we can comfortably accommodate 750 for dinner on the 15th. The enclosed menus show you the range of choices available through our Executive Banquet Service.
• The XYZ will fit comfortably within the 25 square feet you have available for it.
Motivate
In business situations, readers always need to know who is responsible for doing what next. If you are going to do something, say so explicitly. If the reader is responsible for the next step, be explicit about that. When no specific future action is required, use the closing to build goodwill and promote the future of the relationship.
• Use the enclosed coupon to receive a 10 percent discount on any ABC product.
• As soon as you confirm the accommodations you desire, I will make all the necessary reservations for you.
• I will bring a sample XYZ to your office in Chennai for our meeting at 9:00AM on Tuesday the 15th.
Note: Because passive voice is less explicit than active voice, use it only when the reader will consider the required action unpleasant or a reminder of a mistake he or she has made. In such cases, passive voice helps soften the unpleasantness associated with the action or the mistake.
Not this: When the accommodations you desire have been confirmed, the necessary reservations will be made for you. [Who confirms? Who will make the reservations? Neither of these is negative, so active voice would be better.]
Not this: The enclosed coupon can be used for a discount on any ABC product. [Who will use the coupon? Active voice would be better: Use the enclosed coupon....]
Say this: As soon as the enclosed financial disclosure form is completed and returned, we can begin the process of evaluating your eligibility for the scholarship. [The reader needs to do an unpleasant task, so the passive voice is appropriate.]
Say this: When the XYZ has been reconnected to your computer as shown in the enclosed diagram, call me at 800/555-5555 for assistance with the software installation. [The passive voice helps avoid accusing the reader of having made a mistake.]
Positive Replies
Acknowledgments are reader-initiated messages. They are replies to readers’ orders and inquiries. In a positive reply, you are providing the requested information about products, services, operations, personnel, or some other item of mutual concern because your reader has asked you to provide it. When a reader sends you an inquiry, you can respond in one of three ways: you can say yes, no, or maybe. .
Now that so many businesses are online with email address and Web pages, most people have an increased expectation for prompt responses. In general, email orders and inquiries should be acknowledged within 24 hours, and those that arrive by letter should be acknowledged within 48 hours. Respond to email orders and inquiries with an email message, and send a letter or postcard to acknowledge those received by mail.
Acknowledging Orders
People expect prompt, courteous replies to their requests for goods and services, and by fulfilling that expectation you can increase the positive feelings your readers have for you and your company. Acknowledgments of orders are directed toward either dealers or consumers, and—as is true for all business messages—the writer needs to adapt the message to the particular needs of the audience.
The writer also needs to consider the cost of the acknowledgments relative to the goods or services ordered. It makes no sense, for example, to send a Rs.10 personal letter in response to a Rs.5 order. On the other hand, the customer who places a Rs.20,000 order deserves a well-written, personal reply, even if the bulk of the letter consists of standard paragraphs used to acknowledge orders of specific types. Most orders should be acknowledged with a carefully prepared form message that
1. Accompanies the shipment or lets the reader know that the correct merchandise is on its way by specifying the items to be shipped and the method of shipment.
2. Expresses appreciation for the reader’s business.
3. Suggests appropriate possibilities for future business transactions.
While printed cards or letters, along with a specific invoice, are sufficient in many cases, word-processed form letters are generally more useful because they can express more personal concern for the reader while being inexpensive to produce. Whether you use email, a printed reply, or a personal letter, be sure to include as much you-attitude as possible.
Resale material, which stresses the benefits of goods or services already purchased, will help convince the reader that he or she has made the correct decision. New sales material, which encourages the reader to purchase additional goods or services from you, helps reinforce the idea that the business relationship will continue in the future, which is a way of futurepacing additional purchases.
Acknowledging Requests
Positive acknowledgments of requests fall into three general categories:
• Those that give you the opportunity to sell your goods or services to your reader.
• Those that emphasize positive information but may include some sales material.
• Those that should include no sales material.
Obviously, if you are in a business that exists by selling products or services, you will want to use every opportunity to increase your chances of making a sale. Before you answer any request for information about your products or services, ask yourself whether you should concentrate on the objective of supplying the information or the objective of selling a product or service.
The two objectives call for different treatment. A message concentrating on supplying the information, even though further sales opportunities may also be mentioned, is a direct message because the information will pace the reader’s expectation. A message concentrating on selling a product or service, however, needs to pace the reader appropriately before introducing sales material to avoid the loss of rapport. Replies that emphasize sales are persuasive messages.
When you have determined that the communication context does not offer you the opportunity to include sales material, you should still use your acknowledgement of your reader’s request to build goodwill. When you can provide what the reader has requested, you should say so in the opening sentence. A positive answer to a reader’s question will pace the reader’s expectation and place the message in the appropriate communication context. Avoid thanking the reader for having written or saying that you have received the request:
Not this: We have received your request for a copy of our manual, “How to Assert Yourself on the Job Without Being Fired.” [It’s obvious that you received the request, or you would not be writing.]
Say this: Here is your copy of “How to Assert Yourself on the Job Without Being Fired.” [The opening paces the reader by providing what he or she requested.]
Not this: Thank you for asking me to speak at the monthly meeting of the IEEE Chennai Chapter for Training and Development in April. [This opening delays the positive reply, causing the reader to wonder what the answer will be.]
Say this: I’ll be glad to speak at the April meeting of the IEEE Chennai g Chapter for Training and Development. Thank you for asking me. [This opening lets the reader know right away that the answer is yes.]
Be sure to answer all of your reader’s questions, including those questions asked explicitly, those implied, and those that should have been asked but were not. Be specific in supplying information, and interpret any facts and figures that may not be absolutely clear to your reader. When you aren’t sure whether the reader will be familiar with your terminology, subordinate the term in question to something the reader won’t already know.
Should some of your information be negative, de-emphasize it by placing it in the middle of the letter or memo. Your closing should motivate by being positive and forward-looking. Avoid clichés and negative statements that presuppose a lack of confidence:
Not this: If I can be of further service, do not hesitate to contact me.
Not this: Feel free to call on me again.
Not this: I hope this letter answers your questions.
Say this: Let me know when I can help again.
Say this: I’m glad to have been of help.
Because the closing lines of the message receive so much reader attention, it is especially important for you to make those lines work for you. Readers tend to ignore clichés, and statements lacking confidence undermine the objectives you are trying to achieve.
|Avoid these |Use these |
|I hope |I’m glad (We’re glad) |
|We trust |I’ll be glad to |
|Do not hesitate |Write me (Call me) |
|If you have any questions |When you’re in town |
|Why not call |Visit our showrooms |
|At your earliest convenience |Soon (Next week, next month) |
|Thank you again |You’ve been a big help |
Simple Replies: Most acknowledgments without sales opportunities are fairly straightforward: You simply agree to do or provide what your reader has requested.
Positive Replies to Claims: Positive replies to requests for adjustments or refunds and to requests for credit require more thoughtful treatment than positive acknowledgements because the reader’s ego is more involved in the situation. When the reader has requested an adjustment or credit, she or he has a strong interest in the action you decide to take. Even though your positive reply to the request will help establish rapport, you will have other issues to consider.
In the case of claims, in addition to using the positive reply to establish rapport, the writer needs to repair the relationship—to restore the reader’s confidence in the writer’s company, product, or service. Positive replies to claims need to contain resale on the product or service already sold and appropriate new sales material to demonstrate confidence in the future of the business relationship.
How much new sales material you should include will depend on the circumstances. When the problem has been significant, costing the reader either time or money for which you cannot fully compensate, concentrate on resale. In such situations, the reader is primarily concerned with the fair and complete resolution of his or her current situation and would find too much sales material offensive
Replies about People: Acknowledgments of requests for information about people are usually a matter of completing the forms supplied by the company making the request. Occasionally, however, you will need to write a letter—either because the requestor did not supply a form or because the circumstances are sufficiently unusual to make a standard form inadequate.
Replies to requests for information about people are frequently called letters of recommendation because they are often used to recommend someone for a scholarship, admission to graduate school, or a job. A more accurate term, however, is letter of reference, because the writer may choose not to recommend but simply reference his or her experience with the individual being asked about.
When you can recommend the person in question, your recommendation should be stated immediately. When you cannot provide an unqualified recommendation, the negative material preventing the recommendation, like all negative material, should be placed in the middle of the letter and stated in as positive way as possible. Honesty dictates, however, that negative information that would influence the reader’s decision be presented clearly. Letters of reference reflect on the writer and his or her judgments as much as they do on the person being written about.
Replies to requests about people should state whether the information is confidential, whether it was requested, and how you know what you are reporting (direct experience or observation, what others have told you, etc.).
Replies about Credit: Another kind of acknowledgment is a reply to a request for credit. When you decide to extend credit, it will be because your reader’s character, ability to pay, and business conditions all indicate his or her willingness and ability to handle credit transactions honestly and well. Your reply extending credit should acknowledge the reader’s having earned the right to do business by credit. Note that credit is earned and not granted or approved. Both granted and approved presuppose a condescension, a relationship in which the writer is superior to the reader.
Not this: We are granting you credit in the amount of . . .
Not this: We have approved your request for credit.
Say this: Your excellent credit history qualifies you for . . .
Say this: Congratulations. Because of your excellent credit history, you have earned the right to carry a Gold Card from XYZ Inc.
When the credit approval is accompanied by the shipment of goods, begin the letter by saying that you have sent the merchandise. Sending the merchandise implies the extension of credit, and except for the credit information, letters of this type are similar to those acknowledging orders.
When writing to consumers, be sure to clarify your credit terms and the procedures for paying. When you are writing to dealers, adapt your language to avoid an explicit explanation of terms most dealers would know. Subordinate the terms themselves to the specific benefits associated with them.
To a Consumer: Your new Gold Card allows you to purchase up to Rs.25,000 worth of goods and services in any monthly billing period. You will receive your statement for the previous month’s charges between the 2d and the 5th of the month, and a minimum payment will be due by the 20th, or you may pay the full amount without penalty.
To a Dealer: With our usual credit terms of 3/10, n/60, you can save Rs.680 on this order alone by paying the discount price by the date specified on the enclosed invoice. Or, if you prefer to delay payment, the full amount is due 60 days after the date on the invoice.
Announcements
Messages that announce sales, special events (such as conferences, meetings, formal parties or other celebrations), and special awards are all good-news messages. Messages announcing minor changes in policy also fall into this category, but messages announcing major changes in policy are usually handled as persuasive messages.
Because many announcements imply an invitation, they are written in much the same way as invitations. The principal differences are that invitations are more exclusive (usually going to fewer people at a time) and have the promise of greater benefit for the reader. Announcements are less special and need to be more persuasive. Because announcements typically go to groups of people at a time, they are typically printed and use various persuasive strategies to catch attention.
Special Goodwill Messages
Messages that do not have a specific business purpose are known as special goodwill messages because their main purpose is to improve the relationship between writer and reader. These messages can be especially meaningful to a reader precisely because they do not have any other purpose. To include sales material of any sort or to attempt to conduct other business in these letters would defeat their purpose. The following are the typical categories of special goodwill messages:
1. Messages of congratulation. Significant accomplishments, such as promotions, retirements, election to an office, winning a competition, or marriage, deserve special messages of recognition and praise. When your customers, clients, or associates achieve important milestones, they will appreciate and remember messages congratulating them. The routine sending of birthday cards, however, may convey only that you keep a record of birthdays. Unless you can say something personal and mean it, you will be better off skipping the birthday cards.
2. Messages of appreciation. Whenever someone does you a favor, you owe that person a word of thanks. When the favor is large enough, the person deserves a letter. Many businesses send routine thank-you messages to customers for prompt payment, patronage, or recommendations to others. Such messages reinforce the person’s desire to do favors for you in the future.
3. Messages conveying season’s greetings. Special business relationships merit an exchange of greetings at appropriate times of the year. Most businesses limit season’s greetings to specially prepared cards. Note: Be aware of cultural differences in the celebration of religious and national holidays. Not all your customers, clients, or associates, for example, may celebrate Christmas, and some may be offended if you automatically assume that they do.
4. Messages of welcome. Businesses use messages of welcome to make new customers, prospective customers, and new employees feel at home. Messages of welcome should emphasize useful information and a willingness to help the newcomer.
5. Get well messages and messages of sympathy. Messages extending condolences are difficult to write, but your business friends will appreciate your having cared enough to express your sympathetic feelings. Even though the subject is melancholy and seems negative, your reader will, of course, already know of the misfortune, so your opening should acknowledge the unhappy event. Be careful to match your language to the situation. Greatly distressed, for example, is more appropriate for a death than a broken leg.
Except for season’s greetings, each of these messages requires specific personal details to be convincing. Messages of congratulation and appreciation should focus on the reader’s accomplishments and efforts, and messages of sympathy should mention the deceased person’s fine qualities if known or focus on your recognition of the reader’s loss.
Apologies
When apologies are required, they are positive messages. The apology itself will pace the reader’s expectation. In many cases, however, apologies serve no useful purpose because the reader is more concerned with having his or her problem solved than with how sorry you are that it happened in the first place. When you can correct the difficulty, state the solution to the problem first.
Not this: I’m sorry that you were inconvenienced by having to return your Astrosonic clock radio for repairs.
Say this: You’ll receive your fully repaired Astrosonic clock radio in just a few days. I’ve sent it by UPS.
Apologies are required when you, your company, or a company representative has made a mistake that cannot be corrected. Having caused a minor inconvenience is not in itself a reason to apologize. People in business and the general public expect things to go wrong once in a while: Nothing—and no one—is perfect. Faulty products and mistakes are bound to occur, and prompt correction is more important than apologizing. Apologies are required in the following circumstances:
1. You have taken too long to answer a message (phone, email, or mail).
2. You tried to solve the reader’s problem once and failed; the reader had to ask a second time.
3. A defect in your product injured a customer. Note: For legal reasons, avoid admitting guilt. Check with your legal department before you send a letter.
4. A representative of your company was rude to someone.
5. A defect in your product was of such a nature that the consumer will not be interested in a correction (a cockroach in a jar of peanut butter, a dead mouse in a bottle of beer).
6. A problem in your business operations has cost someone else time, money, and exasperation.
When your reader deserves an apology, put it first in the message. I and we beginnings are appropriate in only a few instances, and apologies are one of them. I’m sorry is an effective way to begin an apology, and when the reader believes that he or she deserves one, it effectively paces the reader’s expectation.
Never try to subordinate an apology by placing it in the middle of a message, and—even more important—never apologize at the end of a message. After you have apologized, explain the situation as best you can, and close in a positive, forward-looking way..
Transmittals
Letters and memos of transmittal are used to transmit (send) something else—a report, a resume, or some other enclosure—to a reader. A message is a letter of transmittal when the item transmitted provides the principal reason for the letter. In most cases the transmittal begins with a reference to the item transmitted, which paces the reader’s expectation:
• Here is the report you requested.
• Here are the brochures you asked for.
• The enclosed schedule shows you what I propose for the summer scouting program.
Be sure to emphasize the importance of the enclosure to the reader rather than the mere fact that something is enclosed, which would be obvious in most circumstances.
Not this: Please find enclosed the descriptive brochure . . .
Not this: I am enclosing a brochure . . .
Say this: The enclosed brochure describes . . .
Sample 15 illustrates a typical letter of transmittal. Note: Sales letters transmitting enclosures and letters transmitting resumes are exceptions. In such cases, the enclosure is considered a supplement and referred to late in the letter. For letters of this type see the sections on persuasion.
Writing Negative Messages
A negative message is any message to which the reader will have an unpleasant emotional reaction. Readers find negative messages disappointing or threatening in some way. Such messages require special care to avoid damaging the quality of the relationship because the negative message—the bad news—will hurt the reader’s feelings or cause him or her to lose face.
Not all messages saying no are negative. For a message to be negative, the reader’s ego must be involved in the outcome. If a reader requests information you and others in your organization are not equipped to provide, for example, the reader’s feelings will not be hurt when you direct him or her elsewhere. Treat messages of this variety as you would a message conveying positive information: state the most important information first, and use it to help establish rapport with the reader.
Also, be aware that saying no is more serious in some cultures than it is in others. The Japanese, for example, will avoid saying no directly, and if they are unable to avoid a negative reply, they will often apologize for the negative message. Communicating negative information effectively requires greater cultural sensitivity than does communicating something positive. Before writing, do your best to ensure that you understand the cultural implications of the message and the expectations of your audience.
General Structure for Conveying Negative Information
When your reader’s ego is involved, opening with the negative message would violate the reader’s expectation and damage rapport. If you have interviewed the reader for a job and have selected another candidate, for example, the reader’s ego is involved in your response even if he or she has already decided on another job with another organization. In such cases, the opening should pace the reader’s expectation by mentioning something about the subject with which the reader will agree.
Such letters require extra care—the more the negative information concerns the reader as a person, the greater the need for psychological preparation. Telling your reader that you can’t fill an order because you are out of stock will not hurt his or her feelings as much as would your refusing to extend credit.
The best preparation for bad news is a logical and believable reason that the negative message is in the reader’s long-term best interest. If the situation does not allow that approach, at least show that your reason is legitimate, and help your reader save face by suggesting alternative courses of action or ways to compensate for a shortcoming. The fact that a positive alternative exists, however, is not a reason for refusal. The advantages of buying with cash (such as a discount) are not a reason to refuse credit.
Use the following structure for conveying bad news:
Pace
Openings for negative messages are often called buffer beginnings because they are designed to buffer the negative message that will follow. Buffers are designed to establish rapport by being positive—something with which the reader will agree or perhaps an honest compliment. To be effective, however, they must also introduce the subject of the message without misleading the reader into thinking that the message is positive and without foreshadowing the negative. Also, recent research suggests that not everyone appreciates a buffer beginning. For these reasons, buffers are usually brief.
• Thank you for allowing us to examine your ABC. [In a letter refusing warranty coverage.]
• Starting 1 May, you will have access to more than 500 channels on SS Cable Service. [In a letter announcing an increase in rates.]
• You will receive the letterhead stock you ordered within the next few days. We shipped it by UPS, as you requested. [In a letter stating that the reader needs to clarify the type of envelope desired.]
Lead
As is typically the case in informational messages, the explanation and reasons provide the transitional element from the opening to the kinds of win-win solutions possible. Note that neither company policy nor the size of the organization (either large or small) is a real reason—if you have a policy, you should have a reason for it. Also note that one absolute reason is sufficient. Use more than one reason only when the individual reasons are weak—and be sure you have a good reason before saying no automatically. Be especially careful to avoid negative transitions. Such words as but, however, although, and even though signal a turn for the worse.
• When we examined your ABC, we discovered that the video card had been installed incorrectly, which caused a number of circuits to short out. [Provides transition from the opening to the reason for the refusal. Note that passive voice helps subordinate what is probably the reader’s mistake.]
• So that we may continue to bring you the kind of cable service you desire, please review the enclosed list of optional packages and new pricing structure and let us know your preference. [Provides transition from the opening to the rate increase. Note that the emphasis is on the reader benefit the increase will bring.]
• To receive the envelopes that will best meet your needs. . . . [Provides transition and emphasizes the reader benefit.]
Blend Outcomes
When possible, be specific about the ways in which you can help the reader meet his or her needs, even though you are unwilling or unable to do things in the way he or she requested or desires. Your refusing to extend credit now, for example, may keep your reader out of future credit difficulties. Saying no to a special request may be necessary to help you keep prices low. Subordinate the negative information itself by emphasizing a positive alternative, using positive language, and avoiding blaming the reader for having caused problems. When possible, put the most negative element in a subordinate clause.
• Although the improper installation of the video card nullifies the warranty on your ABC, we can repair the ABC and reinstall the video card for Rs.20,000.
• Even though our banquet facilities are already booked for the evening of 15th, we would be able to accommodate your group for lunch that day or for lunch or dinner on the 16th.
• As soon as you decide which envelopes best meet your needs, fax your order to me for fast service.
Motivate
When the reader needs to do something specific—return a form, confirm an alternative, or make a decision—make sure that he or she knows exactly what he or she needs to do and any appropriate deadline. When the reader has no options with your organization, do your best to promote goodwill so that, if future opportunities present themselves, the reader will have a favorable opinion of you and your organization.
Sales material, including resale (on a product or service already purchased) or new sales (on new product or services), can help make a closing effective when it fits in well with the positive alternative suggested in blending outcomes. Even when sales material is appropriate, however, be careful to avoid sounding greedy and selfish. When further action is required, be specific about who should do what next.
• The ABC is an excellent value, and once your machine is repaired, it can provide you with years of excellent service.
• The enclosed menus show you the banquet options available for luncheons and dinners. Whatever you choose, you can be sure that we will provide your organization with the finest food and service available.
• In addition to custom letterhead stock and envelopes, we offer a complete line of speciality brochure stock and mailers. Because you are a new customer, I have included a complete catalog and sampler case with the letterhead you ordered.
Negative Replies
A negative reply to a request for goods, service, an adjustment, or credit is bound to upset the reader. Because in most cases your reader will expect to have the request approved, your negative reply will come as a disappointing surprise. When you decide that a negative reply is the only one possible under the circumstances, you need to make the best of the situation by working to maintain a positive relationship with the reader and making certain that he or she understands the reasons for the decision and knows what other courses of action are possible.
Delayed or Declined Orders
One type of negative acknowledgment is a message stating that an order cannot be filled or that there will be a delay in filling it. The fault may be either the reader’s or the writer’s (or the fault of the writer’s company). When the reader has been at fault by not supplying complete order information, the writer’s principal task is to obtain the information required to complete the order without accusing the reader of having written an inadequate order.
Not this: You forgot to specify which brand of multivitamins you desired.
Say this: So that you can receive the brand of multivitamins you prefer, please use the enclosed card [or “reply to this email message”] to indicate your choice.
When the writer or writer’s company is responsible for the delay or refusal, the writer’s principal task is to persuade the reader either to wait until the order can be filled or to retain faith in the writer’s company or its products in spite of having to order elsewhere.
Not this: Due to manufacturing difficulties, we will be unable to send the two dozen 25-inch colour TV sets for about three weeks.
Say this: We will be able to send the 25-inch colour TV sets in about three weeks.
Messages about delays in shipment for which the reader is at fault (because of incorrect or incomplete information, missing check, or similar reason) require
1. Careful, positive wording of a request for the missing information.
2. Inclusion of resale material to encourage the reader to continue with the purchase process.
3. A request for specific, prompt action on the part of the reader.
The cost of individual letters would be low compared to the goodwill and increased sales that would result. Other important considerations are the following:
• When possible, send part of the order.
• Avoid thanking the reader for an incomplete or declined order because it misleads the reader into thinking that you have filled it.
• Be careful to avoid accusatory language, such as you failed or you neglected. Consider using passive voice to avoid a direct accusation.
Not this: You failed to specify the fabric options on p. 2 of the order form.
Say this: The fabric options on p. 2 of the order form need to be completed so that we can meet all your uniform needs.
• Include appropriate resale and new sales material, and make sure that the reader knows what he or she needs to do next. What is appropriate will, of course, depend on the circumstances, but be sensitive to the fact that your customer or client would appreciate receiving the current order before purchasing something new.
When you must decline an order because business conditions make it impossible for you to supply the goods or service (or a reasonable alternative), you need to explain the situation in a straightforward way. Your reader will appreciate it if you supply information about where and how the requested goods or services can be obtained. When the business conditions are temporary (strikes, shipping problems, a manufacturing problem, etc.), include appropriate resale or new sales material to demonstrate your confidence in the future of the business relationship. Be especially careful, however, to avoid making promises you may be unable to keep.
Although an increasing number of companies are establishing direct marketing strategies (most notably on the World Wide Web section of the Internet), many companies still rely on a system of established dealers. If you work for a company that sells only through established dealers and receive an order, your objective will be to retain the reader’s goodwill while persuading him or her to visit a local dealer..
If you need to decline an order from a dealer, it will be for one of the following reasons:
1. The dealer has not established sufficient credit or is having other credit problems. In this case your objective is to retain the order on a cash basis, and, for this reason, this type of letter is a credit refusal and not an order refusal.
2. You already have an exclusive dealer in the area. In this case, your explanation of the arrangement you have with the existing dealer will justify the refusal. Limit the positive close to simple goodwill, and, of course, avoid resale, new sales, and positive alternatives.
3. The dealer does not meet your requirements. This is a broad category, covering financial matters (the dealer wants a larger markup than you offer), character (the dealer has a reputation for not providing the high-quality customer service you expect from your dealers), and circumstance (the dealer’s facilities or location are not suitable for your corporate image or market needs).
Negative Replies to Requests
Most people make requests and claims only when they feel that they truly deserve a positive reply. Any time you must refuse a request or claim, pace the reader’s expectations by opening with something positive with which he or she can agree. Subordinate the refusal itself by emphasizing the reasons for it and any logical, positive alternatives.
Remember that alternatives themselves are not reasons and that the reasons for the refusal should precede the alternatives. If the reasons and the alternatives are sufficient to make the refusal clear, you may not need to state the refusal explicitly.
Negative Replies to Claims
When a customer has written to you claiming that your product or service was deficient in some way, you obviously need to consider the situation carefully. Some companies have decided that the customer is always right and approve every adjustment requested. Other companies feel that unwarranted claims should be refused because it is unfair to make all customers pay for the unreasonable requests of a few.
If you decide that a reader’s request is unwarranted and should be refused, you need to be careful to avoid accusing the reader of carelessness, misrepresentation, or fraud. Rather than assume that the reader is deliberately trying to cheat you, assume that your reader does not understand the nature of your service or the operation of your product. Your principal objectives in such cases are to educate the reader and to resell the product or service in question.
Credit Refusals
A letter refusing credit is more of a persuasive message than a negative message because its objective is not so much to refuse credit as it is to obtain the customer’s business on a cash basis. The purpose of the refusal is to show the reader that while a credit purchase might look attractive at the moment, it is in his or her long-term best interest to avoid risky credit obligations.
When refusing credit, make your reasons clear, and suggest ways the reader can improve credit eligibility. Emphasize your requirements for credit rather than the ways in which the reader has failed to establish a good credit rating, and invite the reader to apply for credit again when he or she meets those requirements. Be careful to avoid promising to extend credit in the future.
Because you still want the customer’s business on a cash basis, much of your letter will consist of resale. Emphasize the advantages of doing business for cash, but remember that those advantages are not reasons for refusing credit. Also avoid thanking the reader for the order, which would sound selfish in view of the situation, and emphasize the reader’s alternatives (such as local bank credit based on collateral, smaller order, or layaway purchases)
Negative Announcements
When your negative message is written in reply to something the reader has requested, you at least have a logical starting point for your letter. Readers who have requested favors, adjustments, or credit expect your reply and know that their request may be denied. Negative announcements and reminders present a more challenging problem. Even when your readers know that they have not fulfilled some obligations, they do not fully expect to receive your announcement.
Also, negative announcements and reminders are frequently prepared as form messages to keep their costs low, which makes personalizing them difficult, and it is easy to forget that the reader is still a customer—or potential customer—who needs to be encouraged to act in a way that will allow both of you to benefit rather than a nuisance whose behavior is causing you a problem.
If negative announcements and reminders are to be read and taken seriously, they must offer the reader something of value. When you can, offer real and specific benefits. You should, at least, offer to discuss the situation with the reader so that you can reach an agreement.
Not this: I regret to inform you that your admission to candidate status has been delayed until you complete the following requirements.
Say this: Before your admission to candidate status, you will need to complete the following requirements.
Not this: On March 3, we sent you the accidental injury forms and requested that you return the forms to the Coronary Clinic. It’s now March 27, and we have not yet received your reply.
Say this: To receive your check from United Insurance, you will need to file the accidental injury forms we sent you on March 3.
Letters of reprimand also fall into this category. Even though these messages stay within the company, they typically use letter format because of the formality of the situation. Such letters are usually preceded by less formal warnings, so the reader should be expecting the negative message. Even so, when circumstances require you to reprimand an employee for his or her behavior, delay the most negative aspects of the message until you have reviewed the facts.
To help the person do a better job in the future, be specific about and document what the person has been doing wrong (too much absenteeism, too many personal phone calls, poor quality control, or other failures to meet job requirements). You should also specify in the letter what the person needs to do to perform satisfactorily. Letters of reprimand are often delivered as part of a formal review procedure so that their contents can be discussed. When writing such letters, use the following structure:
1. Review the facts: Begin with a point of agreement to pace the reader and help establish rapport. Use positive language to specify what the reader is doing wrong, and explain the reasons the reader should be aware that the behavior is wrong.
2. State the expected behavior: Tell the reader exactly what should be done to correct the problem. When appropriate, clarify future review dates and progress expected by those dates. If failure to correct the problem behavior could result in termination, say so explicitly.
3. Offer to help: Keep the communication channels open. Offer to discuss the situation with the reader. Ask the reader to come up with his or her own solution to the problem.
Apologies
Sometimes you must apologize for a negative announcement. If you have to postpone or cancel an engagement at the last minute or otherwise renege on a commitment to a reader, an apology may be necessary and appropriate.
Unlike most apologies (see “Apologies” in Conveying Good News), apologies for negative announcements should be delayed until you have presented the reason. Unless you must return a check or some other obvious indicator of the bad news, beginning such a message with I’m sorry would reveal the negative content before the reader is prepared to receive it. In such cases, pace the reader’s expectation by beginning with something with which the reader will agree, but keep it brief, and focus on the actual reason you are writing:
Not this: It certainly has been hot this summer. [The reader may agree but will wonder why you are writing.]
Say this: The Sales and Marketing convention you are planning for September appears to be shaping up nicely. [The reader will know what the letter is about and will wonder what you will say next, so introduce your reason(s) quickly.]
Apologize either immediately before or immediately after clarifying the negative aspect. Keep the apology brief to avoid encouraging the reader to feel worse than she or he already does. When you can do so appropriately, suggest alternatives that will help the reader solve the problem caused by your inability to keep your commitment. The closing should be positive and forward-looking. Be careful about making new promises, which may not be taken seriously at this point, and avoid the temptation to apologize again.
Review Questions
1. Answer each of the following questions in a word, phrase or a sentence:
i. Letter should be folded and placed properly. To which quality does this statement pertain ?
ii. You want to write an order letter to the manager of a publishing company. Which salutation will you use ?
iii. What should be the complimentary close for a letter, the salutation of which is 'Dear Shri Sanjay?
iv. What is the term used for a document that has been sent along with the letter ?
v. A trader has written a very long letter to a producer. Which quality of letter has he ignored ?
Answer the following question.
1. Managing Director, Mr Raman, has written a letter to Bombay Motors Pvt. Ltd. Write the complimentary close. Signature and designation in the form in which he should write in his letter.
2. Write short notes on:
a. Inside address
b. Complimentary close
c. Salutation
d. The letter head
e. Courtesy in business letter writing.
. 1. What is meant by business correspondence?
2. How is personal correspondence different from business correspondence?
3. Explain the importance of writing a business letter.
4. Describe the inner and outer qualities of a good business letter.
Business Studies
5. What is meant by Enquiry letter? What are the points one should remember while
writing an enquiry letter.
6. Explain the various parts of a business letter with the help of a specimen.
7. What is meant by Quotation letter? How does it differ from enquiry letter?
8. What is meant by Recovery letter?
9. What is meant by Order letter? Give a specimen of an order letter.
10. What is meant by Complaint letter? Under which situations is a complaint letter written?
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