A good business letter must embody the 7 C's: clarity, correctness, conciseness, courtesy, consideration, completeness, and concreteness, ensuring effective communication. Each quality enhances the letter's impact, such as clarity attracting interest and conciseness avoiding unnecessary details. Additionally, coherence and a good appearance contribute to making a positive impression on the reader, ultimately influencing business relationships.

1. Describe the Chief qualities of a good business letter? Or 7 C’S
OR
Fundamental principles of writing business letter
INTRODUCTION:
The art of business writing is the need of twenty first century. Every business message
should be clear and understandable. Message to persons outside the company can have a far
reaching effect on its reputation and ultimate success. A right letter creates desire for a product
or service, helps in profitable sale, encourages collections, motivates performance and in
general crates goodwill. Correct use of grammar and fluent expression clarify the business
writing. A good business must have the following qualities:
1. Clarity
2. Correctness
3. Conciseness
4. Courtesy
5. Consideration
6. Completeness
7. Concreteness
8. Coherence
9. Creation of good impression
1. Clarity:
Clarity is the soul of a good business message. It is a desirable quality of a business letter.
Clarity of thought and expression creates interest and attracts the reader’s attention. As a
matter of fact, it is the first rule of every good business writing. Clarity in writing comes from
“clear thing”. A correct message written in simple and ordinary language is always natural and
appreciable. An easy way of acquiring this quality is that the writer should first think over the
subject well and makes outline. Later, when he has completed his letter he should read it
carefully before it is mailed. If it needs any correction or revision he should do it.
2. Correctness:
“It means accuracy of contents from language and expression.”
For an effective communication a business letter must be correct. An incorrect letter imparts a
bad impression not only for the writer. But also of business management. Sometimes an
incorrect letter irritates the reader and they react negatively. Innocent written letter causes not
only internal and external problems but also some sort of legal difficulties for the business
organization.
Common Mistakes:
 Careless unplanned letter
 Wrong sentences
 Mistakes related to punctuation and grammar
 Misspelled words and name

2. 3. Conciseness:
Shakespeare said:
“Brevity is the soul of wit”
Be as brief possible. The ideal length of a business report or a business letter depends upon the
name nature of message. But conciseness should not be achieved at the cost of accuracy and
clarity. A concise piece of writing does not disturb the reader. It does not posses unnecessary
detail.
How to Gain Conciseness:
 Removing wrong expression
 Including all factual details
 Avoid redundancy
 Include only relevant statement
4. Courtesy:
Courtesy is the basic requirement of business correspondence. It means using of such
words and phrases that indicates a polite attitude towards the other person. It also means the
avoidance of such words that many irritate the reader. A courteous writing wins friends while
discourteous writing loses the important customers. It also promotes respect, builds confidence
and increases mutual trust. No amount of money and effort can promote goodwill as courtesy
can. It is not merely politeness with mechanical insertion of “Please” and “Thank you”.
How to Gain Courtesy:
 Be sincere, tactful and appreciative
 Omit expression that irritate the reader
 Begin your letter with best news
 Use words and phrases we regret, I am sorry, please, we appreciate

5. Consideration:
Consideration means that you prepare every message by consideration the recipient in
mind and try to visualize your reader’s desires, problems, circumstances, emotions, probable
reaction to your request. Then handle the matter from his point of view. This thoughtful
approach is also called as “You Attitude” the human touch and understanding human nature.
While writing letter the writer should give full consideration to reader. The more consideration
the writer gives to the reader, the grater the chances of positive response.
How in the following specific ways you can indicate that you are considerate:
o Focus on you instead of me and us.
o Show interest and benefit of reader.
o Emphasize positive pleasant facts.
o
6. Completeness:

3. To achieve conciseness do not lose completeness. An in complete message its objective
and purpose it cannot get the attention of the reader because it does not give necessary
information. It does not provide all the facts needed by the reader. It is therefore, important to
read the subject very carefully and answer every detail correctly. Briefly speaking the writer
should not leave any vital information unattended. For writing a complete message the writer
should observe the following points:
 Express only one idea in one sentence
 Use simple language
 Place right word for the right situation
“It means that business message should be complete to bring the desired results.”
7. Concreteness:
“It means to use specific and definite words in the message.”
A vague and unclear message leads towards miscommunication. In business the writing should
be specific definite and vivid. All the business letters or business reports should be written in a
plain language. The message should be based on truthfulness. Concreteness in based upon
facts therefore it saves the writer from many legal difficulties. By using concrete facts a
message can be made easy and understandable concreteness can be achieved by:
How to Gain Concreteness:
 Using the concrete and simple words
 Using facts and figures
 Avoiding deceptive behavior
8. Coherence:
A good business letter must be coherent. This means that every sentence must be
related to previous one. Similarly the paragraph of the letter should be related to each other.
Coherence always helps the reader to understand your point of view. If a letter is not coherent,
its sentences will be jumbled and jumpy. So writer should join the sentences with suitable
conjunctions.
9. Creation of good impression:
If you meet a man for first tie, what is the first thing which will make an impression on
you? The reply is “his appearance” this is the case with a business letter also. It is its external
appearance which impresses the reader. The writer of a business letter must always use a high
quality white paper. He must never use a paper of cheap quality like news print. This will not
give it a good appearance.
The body of letter must be written carefully. The margin on left side must be well
placed. The whole letter should be written very neatly. It must be written so carefully, that it
should give a neat look to the reader, so it will make good impression on reader.