Lecture 05 types of business letter

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Lecture 05 types of business letter

  1. 1. Types of Business Letters Presented by: Dr. Akhlas Ahmed Lecture # 05 Preston University
  2. 2. Four Types of Business Letters
  3. 3. Two Letter Techniques: Direct Best for: •Good news •Non-emotional issues •Audiences that prefer a straightforward approach Introduction: •Establishes a reason for writing •Presents main idea Body: •Provides and explains details vs. Indirect Best for: •Bad news •Less direct readers (some international) •Sensitive situations •Issues that need explaining Introduction: •Acts as a buffer with a positive or neutral statement •Compliments the readers, agrees, appreciates, thanks, and more Body: Conclusion: •Reminds of any deadlines •Presents call for action •Looks to future •Explains situation first •Leads up to the point/issue •States point/issue •If possible, links bad news with benefits •Does not place blame Conclusion: •Does not apologize •Gracious closing
  4. 4. Tips For Business Letters • Think of them as mainly persuasive documents • Write a reader-orientated document not a writer-oriented document • Be respectful
  5. 5. Inquiry Letters (01) Purpose: Ask for information • State clearly what information you are requesting and why • Write specific, concise, to the point questions that are both easy to understand and easy to answer – Use bullets to highlight the questions – Leave space for the readers to answer the questions – Attach a questionnaire if you have more than 5 questions • Specify when you need the answers by • Thank the reader
  6. 6. Special Request Letters (02) Purpose: Make a special demand • State clearly who you are and why you are writing • Convince the reader to help • Show you are hard working • Discuss your reason for the request • Show you understand the situation and have done research • Discuss why the person you are writing to is the best person to help • Write specific, concise, to the point questions that are both easy to understand and easy to answer • • • • – Use bullets to highlight the questions – Leave space for the readers to answer the questions – Attach a questionnaire if you have more than 5 questions Specify when you need the answers by Thank the reader Offer the reader a copy of the report or results Ask for necessary permissions
  7. 7. Sales Letters (03) Purpose: to persuade the readers to “buy” a product, service, idea, or point of view • Grab the reader’s attention • Highlight the product’s appeal • Show the product's use • Conclude with a request for action (buy it!) • Appeal to the reader with reader-centered issues (health, convenience, service, saving money…) • Use concrete words and colorful verbs • Be ethical and truthful • Don’t brag or go on
  8. 8. Customer Relations Letters (04) Purpose: establish and maintain good relationships with the customers • Be diplomatic • Be persuasive • Write from and understand the reader’s perspective • There are several types…
  9. 9. Claim Letters: A Type of Customer Relations Letter Purpose: Express a complaint and request specific action (must have both) • Choose a direct or indirect approach – Direct is best for routine claim letters: claim is backed by guarantee, warrantee, contract, reputation, or more – Indirect is best for arguable claim letters: when the claim is debatable or unusual • Use a professional, rational, if possible positive, tone, and not a hostile, negative, and/or emotional tone • Clearly describe product or service with necessary details • Explain the problem with details • Propose a fair, precise, and appropriate request/adjustment • Present an explicit deadline
  10. 10. Adjustment Letters: A Type of Customer Relations Letter Purpose: Respond to claim letter with solution • Work to reconcile the situation and restore the customer's trust in your company • “Be prompt, courteous, and decisive” • Use a positive or neutral tone without being begrudging or taking full blame • Two types: “Yes” or “No”
  11. 11. “Yes” Adjustment Letters • Start with an apology and admit claim is justified • Quickly present favorable news • Specifically state how you are correcting the problem • Explain what happened and why • Conclude with a friendly, positive note
  12. 12. “No” Adjustment Letters • • • • Use an indirect approach “Thank the customer for writing” Restate the customer’s problem Explain what happened and why without placing blame • Clearly state discussion without hedging • Link “no” to benefits • Conclude with concise gracious statement to (leave) open the door to future business
  13. 13. Thanks

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