The term “business letters” refers to any written communication that begins with a salutation, ends with a signature and whose contents are professional in nature. Historically, business letters were sent via postal mail or courier, although the Internet is rapidly changing the way businesses communicate. There are many standard types of business letters, and each of them has a specific focus.
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.Order Letters
- Complaint Letters
- Adjustment Letters
- Inquiry Letters
Inquiry letters ask a question or elicit information from the recipient. When composing this type of letter, keep it clear and succinct and list exactly what information you need. Be sure to include your contact information so that it is easy for the reader to respond.
- Follow-Up Letter
Follow-up letters are usually sent after some type of initial communication. This could be a sales department thanking a customer for an order, a businessman reviewing the outcome of a meeting or a job seeker inquiring about the status of his application. In many cases, these letters are a combination thank-you note and sales letter.
- Letters of Recommendation
- Acknowledgment Letters
Acknowledgment letters act as simple receipts. Businesses send them to let others know that they have received a prior communication, but action may or may not have taken place.
- Cover Letter
- Letters of Resignation
- Customer Relations Letters
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.
Sample Letters
If you are using letterhead, do not include the sender's address at the top of the letter; instead, begin with the date.
Block
Format
123 Winner's Road
New Employee Town, PA 12345
March 16, 2001
Ernie English
1234 Writing Lab Lane
Write City, IN 12345
Dear Mr. English:
The first paragraph of a typical business letter is used to state the main point of the letter. Begin with a friendly opening; then quickly transition into the purpose of your letter. Use a couple of sentences to explain the purpose, but do not go in to detail until the next paragraph.
Beginning with the second paragraph, state the supporting details to justify your purpose. These may take the form of background information, statistics or first-hand accounts. A few short paragraphs within the body of the letter should be enough to support your reasoning.
Finally, in the closing paragraph, briefly restate your purpose and why it is important. If the purpose of your letter is employment related, consider ending your letter with your contact information. However, if the purpose is informational, think about closing with gratitude for the reader's time.
Sincerely,
Lucy Letter
Modified
Block Format
(Tab to center, begin typing) 123 Winner's Road
New Employee Town, PA 12345
New Employee Town, PA 12345
March 16, 2001
Ernie English
1234 Writing Lab Lane
Write City, IN 12345
Dear Mr. English:
The first paragraph of a typical business letter is used to state the main point of the letter. Begin with a friendly opening; then quickly transition into the purpose of your letter. Use a couple of sentences to explain the purpose, but do not go in to detail until the next paragraph.
Beginning with the second paragraph, state the supporting details to justify your purpose. These may take the form of background information, statistics or first-hand accounts. A few short paragraphs within the body of the letter should be enough to support your reasoning.
Finally, in the closing paragraph, briefly restate your purpose and why it is important. If the purpose of your letter is employment related, consider ending your letter with your contact information. However, if the purpose is informational, think about closing with gratitude for the reader's time.
Sincerely,
Lucy Letter
Semi-Block
Format
123 Winner's Road
New Employee Town, PA 12345
New Employee Town, PA 12345
March 16, 2001
Ernie English
1234 Writing Lab Lane
Write City, IN 12345
Dear Mr. English:
(Indent) The first paragraph of a typical business letter is used to state the main point of the letter. Begin with a friendly opening; then quickly transition into the purpose of your letter. Use a couple of sentences to explain the purpose, but do not go in to detail until the next paragraph.
(Indent) Beginning with the second paragraph, state the supporting details to justify your purpose. These may take the form of background information, statistics or first-hand accounts. A few short paragraphs within the body of the letter should be enough to support your reasoning.
(Indent) Finally, in the closing paragraph, briefly restate your purpose and why it is important. If the purpose of your letter is employment related, consider ending your letter with your contact information. However, if the purpose is informational, think about closing with gratitude for the reader's time.
Sincerely,
Lucy Letter
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