A Part of Business
Letter
A business letter is
usually a letter from one company to another, or between such organizations and
their customers, clients and other external parties. The overall style of
letter depends on the relationship between the parties concerned. Business
letters can have many types of contents, for example to request direct
information or action from another party, to order supplies from a supplier, to
point out a mistake by the letter's recipient, to reply directly to a request,
to apologize for a wrong, or to convey goodwill. A business letter is sometimes
useful because it produces a permanent written record, and may be taken more
seriously by the recipient than other forms of communication.
A.
Functions of a Business letter
Business letters secure, promote and maintain business
without complications, Business letters serve us a reference for the future.
Every organization should have to classify its outgoing mail and incoming mail
and file them classified on the basis of their subject matter in a
chronological sequence. Business letters serve to maintain the correct
information of the organization in the perception of the receiver. Business
letters establish and maintain contacts over a wide area truly enlarging
the scope and extent of business. Business letters can be used as legal
documents in disputes. All business letters promote goodwill and enhance the
prestige and the image of the organization.
We can enumerate the functions of a business letter
thus :
1.
Promotional Functions:
Business organisations have to
grow and enlarge, improving the quality of their products, by producing new
products and providing better services. The customers have to be kept informed
through letters these developments. Business organisations have to expand their
market by tapping new areas. All round expansion is possible only if the
organisation keeps all the people concerned well informed through letters that
promote sales and service.
2.
Informational Functions:
Business letters provide valuable
data about earlier policies, transactions and all other activities of the
organisation. Modern business cannot depend on memory as in olden days. Letters
are ready references if they are available. New policies can be evolved by studying
the earlier ones. It is not only essential to maintain good correspondence but
also more essential to make them be available in the files.
3.
Legal Functions:
Business letters can provide
evidence in legal disputes, if any, that occur in a transaction. They are
useful as legal documents in quotations and offers.
4.
Goodwill Functions:
Business letters promote goodwill
among parties transacting business. They build a good rapport between parties
in a business transaction. All these functions of a business letter promote sales and improve the
image of the firm. So, every business letter is a sales letter if it serves the
stated or implied objectives.
B.
Types of Business Letters
Letter writing is a prized skill in the world of work. The
higher you advance in your career, the more you will need to write letters.
Letters are more formal and official than other types of business
communication. They offer personal, verifiable authorization. Unlike e-mail,
letters often must be routed through channels before they are sent out. Letters
are the expected medium through which important documents such as contracts and
proposals are sent to readers.
There are four basic types of business letters: inquiry
letters, special request letters, sales letters, and customer relations
letters. Business letters can be further classified as positive, neutral, or
negative. Inquiry and special request letters are neutral, sales letters are
positive, and customer relations letters can be positive or negative.
1. Inquiry
Letters
An
inquiry letter asks for information about a product, service, or procedure.
Businesses frequently exchange inquiry letters, and customers frequently send
them to businesses. Three basic rules for an effective inquiry letter are to
state exactly what information you want, indicate clearly why you must have
this information, and specify exactly when you must have it.
2. Special
Request Letters
Special
request letters make a special demand, not a routine inquiry. The way you
present your request is crucial, since your reader is not obliged to give you
anything. When asking for information in a special request letter, state who
you are, why you are writing, precisely what information you need, and exactly
when you need the information (allow sufficient time). If you are asking for
information to include in a report or other document, offer to forward a copy
of the finished document as a courtesy. State that you will keep the
information confidential, if that is appropriate. Finally, thank the recipient
for helping you.
3. Sales
Letters
A
sales letter is written to persuade the reader to buy a product, try a service,
support a cause, or participate in an activity. No matter what profession you
are in, writing sales letters is a valuable skill. To write an effective sales
letter, follow these guidelines: (1) Identify and limit your audience. (2) Use
reader psychology. Appeal to readers' emotions, pocketbook, comfort, and so on
by focusing on the right issues. (3) Don't boast or be a bore. Don't gush about
your company or make elaborate explanations about a product. (4) Use words that
appeal to readers' senses. (5) Be ethical.
The
"four A's" of sales letters are attention, appeal, application,
and action. First, get the reader's attention. Next, highlight your
product's appeal. Then, show the reader the product's application. Finally, end
with a specific request for action.
In the first part of your sales letter, get the reader's attention by asking a question, using a "how to" statement, complimenting the reader, offering a free gift, introducing a comparison, or announcing a change. In the second part, highlight your product's allure by appealing to the reader's intellect, emotions, or both. Don't lose the momentum you have gained with your introduction by boring the reader with petty details, flat descriptions, elaborate inventories, or trivial boasts. In the third part of your sales letter, supply evidence of the value of what you are selling. Focus on the prospective customer, not on your company. Mention the cost of your product or service, if necessary, by relating it to the benefits to the customer. In the final section, tell readers exactly what you want them to do, and by what time. "Respond and be rewarded" is the basic message of the last section of a sales letter.
3. Customer Relations Letters
These
deal with establishing and maintaining good working relationships. They deliver
good news or bad news, acceptances or refusals. If you are writing an
acceptance letter, use the direct approach-tell readers the good news up front.
If you are writing a refusal letter, do not open the letter with your bad news;
be indirect.
Follow-up
Letters. A follow-up letter is sent to thank a customer for buying a
product or service and to encourage the customer to buy more in the future. As
such it is a combination thank-you note and sales letter. Begin with a brief
expression of gratitude. Next, discuss the benefits already known to the
customer, and stress the company's dedication to its customers. Then extend
this discussion into a new or continuing sales area, and end with a specific
request for future business.
Complaint Letters.
These require delicacy. The right tone will increase your chances of getting
what you want. Adopt the "you" attitude. Begin with a detailed
description of the product or service you are complaining about. Include the
model and serial numbers, size, quantity , and color. Next, state exactly what
is wrong with the product or service. Briefly describe the inconvenience you
have experienced. Indicate precisely what you want done (you want your money
back, you want a new model, you want an apology, and so on). Finally, ask for
prompt handling of your claim.
Adjustment Letters.
Adjustment letters respond to complaint letters. For an adjustment letter that
tells the customer "Yes," start with your good news. Admit
immediately that the complaint was justified. State precisely what you are
going to do to correct the problem. Offer an explanation for the inconvenience
the customer suffered. End on a friendly, positive note. For adjustment letters
that deny a claim, avoid blaming or scolding the customer. Thank the customer
for writing. Stress that you understand the complaint. Provide a factual
explanation to show customers they're being treated fairly. Give your decision
without hedging or apologizing. (Indecision will infuriate customers who
believe they have presented a convincing case.) Leave the door open for better
and continued business in the future.
Refusal of
Credit Letters. Begin on a positive note. Express gratitude for
the applicant for wanting to do business with you. Cite appropriate reasons for
refusing to grant the customer credit: lack of business experience or prior
credit, current unfavorable or unstable financial conditions, and so on. End on
a positive note. Encourage the reader to reapply later when his or her
circumstances have changed.
C. Parts of a Business Letter
A. A
business letter is a formal letter with six parts:
1.
The Heading
The heading contains the return address with
the date on the last line. Sometimes it is necessary to include a line before
the date with a phone number, fax number, or e-mail address. Often there is a
line skipped between the address and the date. It is not necessary to type a return
address if you are using stationery with the return address already imprinted,
but you should always use a date. Make sure the heading is on the left
margin.
Example:
Ms.
Jane Doe
543
Washington St
Marquette,
MI 49855
Tel:
Fax:
Email:
June 28, 2011
Fax:
Email:
June 28, 2011
2. Recipient’s
Address
This is the address you are sending your
letter to. Be sure to make it as complete as possible so it gets to its
destination. Always include title names (such as Dr.) if you know them. This
is, like the other address, on the left margin. If a standard 8 ½” x 11” paper
is folded in thirds to fit in a standard 9” business envelope, the inside
address should appear through the window in the envelope (if there is one). Be
sure to skip a line after the heading and before the recipient’s address, then
skip another line after the inside address before the greeting. For an example,
see the end of this sheet for a sample letter.
3.
The Salutation
The salutation (or greeting) in a business
letter is always formal. It often begins with “Dear {Person’s name}.”
Once again, be sure to include the person’s title if you know it (such as Ms.,
Mrs., Mr., or Dr). If you’re unsure about the person’s title then just
use their first name. For example, you would use only the person’s first name
if the person you are writing to is “Jordan” and you’re not sure if he or she
is male or female.
The
salutation always ends with a colon.
4.
The Body
The body is the meat of your letter. For
block and modified block letter formats, single space and left justify each
paragraph. Be sure to leave a blank line between each paragraph, however, no
matter the format. Be sure to also skip a line between the salutation and the
body, as well as the body and the close.
5.
The Complimentary Close
The complimentary close is a short and polite
remark that ends your letter. The close begins at the same justification as
your date and one line after the last body paragraph. Capitalize the first word
of your closing (Thank you) and leave four lines for a signature between the
close and the sender’s name. A comma should follow the closing.
6.
The Signature Line
Skip at least four lines after the close for
your signature, and then type out the name to be signed. This often includes a
middle initial, although it is not required. Women may put their title before
had to show how they wish to be addressed (Ms., Mrs., Miss). The signature
should be in blue or black ink.
7.
Enclosures
If
you have any enclosed documents, such as a resume, you can indicate this by
typing “Enclosures” one line below the listing. You also may include the name
of each document.
Format
and Font
Many
organizations have their own style for writing a business letter, but
here are some common examples.
Block
The most common layout for a business letter is called a block format. In this format, the entire letter is justified to the left and single spaced except for a double space between paragraphs.
The most common layout for a business letter is called a block format. In this format, the entire letter is justified to the left and single spaced except for a double space between paragraphs.
Modified
Block
Modified
block is another popular type of business letter. The body of the letter and
the sender’s and recipient’s addresses are left justified and single spaced.
However, in this format, the date and closing are tabbed to the center point.
Semi-Block
The least used style is called a semi-block. In it each paragraph is indented instead of left justified.
Semi-Block
The least used style is called a semi-block. In it each paragraph is indented instead of left justified.
Font
The standard font for business letters is Times New Roman, size 12. However, fonts that are clear to read such as Arial may be used.
Sample
Letter
{NOTE:
your name goes only at the bottom}
Your
Return Address (no abbreviations for Street, Avenue, etc.)
Your
City, YO [your two letter state abbreviation] zip
Date
(write out either like June 4, 2004 or 4 June 2004)
First
and Last Name of the Person to whom you are writing
Address
City,
ST zip
Dear
Mr./Ms. Whomever:
In the first paragraph, introduce what you
are writing about and what you want from them.
In the subsequent paragraphs, explain the
nature of your problem and what they can do for you. Be non-combative and
straight to the point.
In the last paragraph, be sure to thank
him/her for his/her time and efforts on your behalf. Also, let them know that
you will contact them or that they can contact you with any questions.
Sincerely
yours,
{four
spaces so that your signature may appear here}
Jane
Doe
A
business letter is not restricted to one page; the letter should be as long as
it needs to be.
Reference:
