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Letter
 

Letter

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    Letter Letter Presentation Transcript

    • Business Letters
    • Business letters
      • Basic means of formal written communication
      • Should be able to get the response desired from the reader
    • Business Letters
      • Inform readers about specific information
      • Persuade to take action
      • Propose your idea
      • Key is to
        • Get to the point
        • Present the information clearly
    • Use 7Cs in Business Letters
        • COMPLETE
        • CONSIDERATION
        • CONCISE
        • CLARITY
        • CONCRETE
        • COURTESY
        • CORRECT
    • Steps in writing the letter
      • Consider your reader
      • Give a personal touch
      • Be concise and to the point
      • Be friendly /build the relation ship
      • Check spelling and grammar
      • Use the correct format
      • Conversational style
    • Sections-Business Letter
      • Letter head - identifies the writer
      • Date -between the letter head and inside address
      • Inside address - between the date and the salutation-two lines below the date
      • No outside punctuation is allowed but can be used inside the address
      • Attention line - identifies the specific person who is to attend the letter
      • Salutation - writer’s greeting to the reader , placed two lines below the inside address or attention line
      • Subject Line - identifies letter’s subject or purpose-placed below the salutation
    • About Salutation
      • Always use titles – Prof. Dr. Rev. or Mr.
      • With the title use the surname & never only the first name
      • For ladies use Ms. and avoid Mrs. or Miss
      • Avoid first name unless you have been invited to do so
      • When addressing the group be gender sensitive
      • Do not use initials in the salutation
    • Sections-Business Letter-Body
      • Body has three parts
      • Introduction
        • should open courteously and appropriately
        • should link to the previous communication
      • Middle –provide details and information
      • Conclusion - indicate the future action and should be closed courteously
    • Complimentary close
      • Should match the salutation
        • Sign in the first name if salutation is first name
        • While signing do not use your title
        • Sign in ink in particular if salutation is first name
      • Yours Sincerely goes with Mr. Kapoor
      • Yours Faithfully goes with Sir/Madam
    • Signature Block
      • It follows the complimentary close
      • Mention the position or job title of the writer under the signature and typewritten name
      • Your name would be in lower case and Company name in upper case
    • After Signing - Notations
      • Reference Notations –ref.
      • Enclosures –encls.
      • Courtesy Copy –cc
      • Blind Courtesy Copy –bcc
      • Mailing notations
      • Post Script-PS
    • Layouts
      • Full Block Layout
        • Each part is placed against the left margin
        • Easy to read, modern and efficient
      • Modified Layout
        • Sender’s address is placed against the right margin
        • Date is placed against the right margin
        • Complimentary close and the signature are also right aligned
        • Inside address ,salutation, paragraphs are left aligned
        • Supplementary parts like enclosures, cc etc are left aligned
    • General Rules
        • Letter Writing protocols are conventions
        • Always customize to your company’s style
        • Never lose individuality
        • Language is subjective and there are no fixed rules for expressing
        • Business writing is conversational
    • DIRECT-DEDUCTIVE PLAN
      • 1.Main idea
        • request
        • query
        • good news
      • 2.Explanation
        • all details
        • numbered questions
      • 3. Courteous close
        • clear statement of action desired
        • easy action
        • appreciation
    • HOW TO ASK QUESTIONS
      • Cover one topic in each question
      • Try and evoke ‘yes’ or ‘no’ type of answers
      • Use separate paragraphs for one topic
      • Use numbers instead of bullets
      • Ask specific and concrete questions
    • INDIRECT -INDUCTIVE PLAN(Bad News)
      • 1.Buffer- pleasant or neutral
      • 2. Explanation
        • necessary details tactfully
        • pertinent facts
        • reader benefit reason
      • 3. Decision-implied or expressed
      • 4.Positive close
        • appreciation
        • invitation for future
        • easy action
        • reader benefit
        • goodwill
    • BUFFERS
      • Agree on something significant
      • Appreciate something
      • Assurance for future
      • Show cooperation
      • Grant something
      • Show understanding & concern
      • For many years your company has been sending free copies of a glossy magazine, ‘’ Discovery’’ to any one who requested to be on your mailing list .The cost of this publication is about $3.10 each issue. In an effort to pare expenses ,your firm’s directors have suggested charging for postage on those magazines sent outside the United States. This number is sizeable as you have readers in several European countries , in Hong Kong ,in India and in Africa. Write a pleasant letter explaining the new policy. ( use the appropriate style of writing letters and explain why you have done so)
    • AIDA
      • A- ATTENTION
      • I- INTEREST
      • D- DESIRE
      • A - ACTION
    • INDIRECT-INDUCTIVE PLAN-AIDA
      • 1.ATTENTION -reader benefit
      • 2. INTEREST
        • descriptive details
        • psychological appeals
        • reader benefits
      • 3. DESIRE
        • statement of request
        • conviction material to help increase desire
      • 4. ACTION
        • clear statement of easy action
        • special inducement
        • reader benefit plug
    • How to grab attention
      • Open with a challenging statement, comment or assertion
      • Open with a sincere compliment
      • Open with a frank admission of favor
      • Open by stating the problem
      • Open by asking a question
      • Use a short, story, event, solution to a problem
      • Explain the uniqueness of productservice
    • How to arouse interest
      • Talk about the features
      • Appeal to direct & indirect needs
      • Show the linkage between needs and benefits
      • Handle negatives positively
    • How to increase desire
      • Facts from satisfied customers
      • Testimonials
      • Performance tests
      • Free trial
      • Guarantee
      • Samples
      • Price
    • How to induce action
      • State easy action
      • Induce action by offering discounts, and special features
      • DIRECT MAIL ADVERTISING ACCOUNTS
      • FOR ABOUT 15% OF ALL MONEY SPENT ON
      • ADVERTISEING IN THE UNITED STATES
      SALES FLYERS – AMERICA’S EXAMPLE FMS,DELH I
    • SALES FLYERS – TYPES
      • DIRECT MAILERS
      • CATALOGS
      • BROCHURES
      • ADVERTISEMENTS
      • E-MAIL
      • TELEMARKETING
      FMS,DELH I
    • SALES FLYERS TO SALES HAPPENING
      • HOW TO MAKE A WINNING SALES LETTER?
      •  
      GRAB ATTENTION BUILD INTEREST CREATE DESIRE MOTIVATE ACTION = + + + FMS,DELH I WINNING LETTER
      • JOB OF A SALES LETTER
      • IS TO CONVERT COLD FACTS
      • INTO WARM FEELINGS &
      • READERS BENEFITS
      SALES FLYER FMS,DELH I
    • RECOMMENDATION LETTERS
      • Types
        • Employment Letters
        • Academic Letters
      • Benefits
        • Verifies experience
              • Confirms competence
        • Builds credibility
        • Bolsters confidence
      FMS,DELH I
    • CHOICE OF A RECOMMENDER
      • Who
          • Knows your abilities well enough to be credible
          • Can provide well written letter
          • Holds a respectable position
      • How
          • Ask personally and early
          • Volunteer information about yourself and plans
      • `
      FMS,DELH I
    • Contents
      • Writing letter of recommendation for someone
      • Be honest
      • If not sure ask for draft letter
      • Be sensitive to deadlines
      • Writing your own letter of recommendation
      • List your strengths talent and abilities
      • Highlight your strengths and accomplishments
      • Specify your qualities relevant to current situation
      • Use professional vocabulary and style
      FMS,DELH I
    • FORMAT FOR LETTER OF RECOMMENDATION
      • Introduce yourself, position, Organisation, relationship and duration you know applicant
      • General impression of the applicant
      • Applicant Qualities
          • Professional/Academic qualities
          • Specific skills
          • Personal qualities
          • Past accomplishments
          • Weaknesses
          • Future potential
      • How he can contribute to the Company
      • Reaffirmation
      Conclusion Body Introduction FMS,DELH I
    • ACADEMIC LETTERS
      • From former or current professors, employers
      • Academic performance and participation
      • Honors and rewards
      • Initiative, dedication, integrity, reliability
      • Research projects undertaken
      • Contributions to classroom discussions
      • Willingness to follow school policy
      • Ability to work with others
      • Ability to work independently
      FMS,DELH I
    • Invitation letter-Recipients
      • Customers
      • Suppliers
      • Business executives
      • Banks
      • Insurance agencies
      • Transporters
      • Government agencies
      • Company employees
      FMS,DELH I
    • Invitation letter- Purpose
      • Business meeting
      • Customer seminar/workshop
      • Conferences/Exhibitions
      • Company parties/celebration
      • Social gathering
      • Fund-raising events
      FMS,DELH I
    • Invitation letter-Structure Main idea
      • Invitation request
      • Inclusion of as many Ws of communication
      • Explanation
      • Agenda
      • Inclusion of all details the reader will appreciate
      • and need
      • Action
      • Seeking confirmation of attendance
      FMS,DELH I
      • WHAT IS IT?
      • Tool for recovering overdue payment
      • OBJECTIVES
          • Get paid
          • Retain customer goodwill
      COLLECTION LETTERS FMS,DELH I
    • COLLECTION LETTERS-HOW TO WRITE ONE ?
      • Gather all facts of customer's account
      • Offer discounts for early payment
      • Never suggest customer might be
      • dissatisfied
      • Use the “you” approach and
      • motivating factors
      FMS,DELH I
    • COLLECTION LETTERS-FORMAT
      • Opening and Closing :
      • Use Dear Customer (Mr./Ms./Mrs. (last name)
      • Sign letter personally
      •   Body
      • Dates of Invoices and total amount due
      • Request for Full Payment
      •   Tone
      • Be Firm but sincere with a non-threatening tone.
      • Urgent and Unapologetic
      FMS,DELH I
    • COLLECTION LETTERS – SEQUENCE ENQUIRY APPEAL ULTIMATUM REMINDER FMS,DELH I
    • COLLECTION LETTERS
      • REMINDER
      • Friendly reminder with courteous tone
      • Send copy of original bill.
      • Stamp on it “ Reminder” or “ Past Due ”
      • ENQUIRY
      • Help solve financial difficulty
      • Offer initial partial payments
      • Use positive wording, but state firmly
      • penalties/interest due
      FMS,DELH I
      • APPEAL
      • Positive approach Negative Approach
      • (Sense of fairness/ (Legal action/debts/
      • pride/credit standing) loss of privileges)
      • ULTIMATUM
      • Give deadline or get commitment to
      • repayment agreement
      • Don’t use name-calling or make accusations.
      COLLECTION LETTERS FMS,DELH I
    • REFUSALS - MEANING
      • 1) The act or an instance of refusing.
      • 2) An option to accept or reject something.
      FMS,DELH I
    • ESSENTIALS OF A NEGATIVE MESSAGE ACCEPTANCE PROTECTION MESSAGE CLARITY POSITIVE IMAGE FMS,DELH I
    • Approaches in Communicating Negative Messages Professor : "Now if you were to give someone an orange, how would you go about it?" Little Johnny: "Here's an orange." Professor : "No! No! Think like a lawyer!" Little Johnny: 'I hereby give and convey to you all and singular, my interests, rights, claim, title and advantages of and in, said orange, together with all its rind, juice, pulp, and seeds, and all rights and advantages with full power to bite, cut, freeze and otherwise eat, the same, or give the same away with and without the pulp, juice, rind and seeds, in any deed, or deeds, instruments of whatever nature or kind whatsoever to the contrary in anywise notwithstanding..." Direct Approach Indirect Approach FMS,DELH I
    • The Indirect Approach FMS,DELH I Closing Reasons Buffer Bad News