BUSINESS LETTERS

It is essential to write a business letter to maintain contacts with the external world including other businessmen, customers and government departments.
It serves as a record for future reference. It leaves more durable impression on the

receiver's mind than an oral message. It is used as a legal document. It is used to build goodwill.

KINDS OF BUSINESS LETTERS

A.1. ENQUIRIES & REPLIES ORDERS&EXECUTION CREDIT& STATUS COMPLAINTS& ADJUSTMENTS COLLECTION LETTER. B.1.CIRCULAR LETTERS SALES LETTERS
IMPORT EXPORT
AGENCY D.1. APPLICATION

C.1. BANK CORRESPONDENCE INSURANCE

LETTERS INTERVIEW LETTERS E.1. CORRESPONDENCE TO SECRETARY. CORRESPONDENCE WITH STATE & CENTRAL GOVT. F.1. LETTERS TO PRESS

Objectives of SALES LETTER

To promote the sales of a product.
To introduce new products in the market. To introduce the salesman to the potential customer

To provide a record for future reference.

Record and reference Making a lasting impression. Widening the approach An authoritative proof. Building goodwill.

Elements of a good sales letter

Letters represent your companys public image and your competence It should be appealing and persuasive Letters provide a wide range of corporate information Letters can support action Letters sell Letters are efficient for targeted mass mailings It should be creative in nature. It should explain the product or service in detail.

Writing Effective Letters

Analyze Your Audience: Who is my audience? Will my audience be favorably or unfavorably

disposed to what I am going to say? What kinds of information will my audience expect me to supply? How will my audience use the information I am sending? What impression do I want my letter to make on readers? Have a clear sense of your purpose and theirs Select the best communication strategy Draft, revise, and edit your letter

PROOF READING YOUR LETTER

Proofread everything that has your name on it Take time to proofread your letter for Errors of facts Miscalculations Misrepresentations Accuracy of prices, dates, and serial numbers Full-block format All text flush left, spaces between paragraphs Semi-block/Modified format The writers address, date, complementary close, and signature to the right side of the letter The date aligns with the complementary close Notations of enclosures flush left below signature

Functions of sales letters

AIDA approach: Attention:It must attract the readers attention Interest:The reader must have curiosity and interest in the product. Desire:Facts and figures are important to mention rather than tall claims Action:Limited time or quantity offer,discounts will be helpful in securing action

Format
Name of Client, Title of Client, Address of Company or Client, Date, Dear (name of the client) Paragraph 1: The introduction of the letter should capture the

attention of the reader. You may mention the problems that the client may be having and which your product or service will resolve. Introduce the company and what you specialize in.) Paragraph 2: Introduce the product or service you intend to sell to the client. Show the client the ways in which they will benefit from investing in your product or service. Make the offer enticing without promising the impossible. Paragraph 3: Give your contact information for the client to find out more information on the product or service.

Sample

Essentials of a Successful business letter

Study the product or service:Planning a sales letter,test the product yourself. Understand your prospects:Identify the target market to whom the sales letter should be send.

Interesting opening:It must have an attention getting opening.

Emotional v/s rational appeal

Price:Setting the price is important within the range which can yield satisfactory margin of profit

Creative

ACHIEVING THE YOU ATTITUDE: FOUR GUIDELINES

Never forget that your reader is a real person
Avoid writing cold, impersonal letters

Keep the reader in the forefront of your letter

Make sure your readers needs control the tone, message, and organization of your letter

Be courteous and tactful

Be neither boastful nor meek

TYPES OF LETTERS
CLASSIFICATIONS OF BUSINESS LETTERS Positive

Customer relations letters responding favorably to a writers request or complaint Sales letters promoting a product Neutral Letters requesting information about a product or service, placing an order, or responding to some action or question Negative Customer relations letters refusing a request, saying no to an adjustment, etc.

SALES LETTERS: SOME PRELIMINARY GUIDELINES

Identify and limit your audience

Use reader psychology

Don't boast or bore

Use words that appeal to the readers

Senses. Be ethical