Letters occupy an essential place in the business world, even in this age of electronic communication, and are a particularly important medium to master for a number of reasons:

• They represent a companys public image and the writers competence.
• They are more personal than a report, yet more formal than a memo or e-mail.
• They constitute official legal records of agreements.
• Letters must be routed through channels before they are sent out.
• They provide hard copy documentation that cannot be deleted (unlike e-mail).
• They accompany a wide range of official information: contracts, specifications, proposals.
• They are a formal and approved way to conduct business with many international audiences.

Effective letters announce their purpose clearly, follow an appropriate format, address the reader courteously, and use more formal language than memos or e-mails.

Letter Formats

The two most frequently used formats for business letters are the full-block format and the semiblock format. The Administrative Management Society simplified format is gaining popularity. The indented paragraph format is often useful for letters to multinational audiences. Letter templates in word processing software let you specify a letter format to use, as well as a "look" such as "traditional," "formal," or "contemporary."

Printing a Letter

Dont leave lots of space at the top or bottom, and dont cram a lengthy letter onto a single page. Leave generous margins, make sure your toner or ink cartridge is not depleted, choose a typeface that is easy to read, and use high-quality paper.

Parts of a Letter

The parts of a letter include the date line, the inside address, the salutation, the subject line, the body, the complimentary close, the signature, the reference initials, the enclosure line, and the copy line. Which of these you include in a letter and where you place them depends on the letter format you choose.

In the body of your letter, begin by telling your readers why you are writing and why the letter is important to them. In the next and subsequent paragraphs, develop your message with factual support. In the last paragraph, bring readers to a true sense of conclusion.

Making a Good Impression on Your Reader

To write effective letters, it is essential to adopt the you attitude. Keep these guidelines in mind:

• Never forget that your reader is a real person. Dont write cold, impersonal letters that sound like form letters or instructions on voice mail.
• Keep the reader in the forefront of your letter. Dont just talk about yourself; tell readers how your letter affects them.
• Be courteous and tactful. Use words that will capture the readers goodwill, not stoke his or her anger.
• Be neither boastful nor meek. Dont believe an aggressive tone will make a good impression or that false humility will earn the readers respect.

Type of Business Letters

There are four basic types of business letters: inquiry letters, special request letters, sales letters, and customer relations letters. Business letters can be further classified as positive, neutral, or negative. Inquiry and special request letters are neutral, sales letters are positive, and customer relations letters can be positive or negative.

Inquiry Letters

An inquiry letter asks for information about a product, service, or procedure. Businesses frequently exchange inquiry letters, and customers frequently send them to businesses. Three basic rules for an effective inquiry letter are to state exactly what information you want, indicate clearly why you must have this information, and specify exactly when you must have it.

Special Request Letters

Special request letters make a special demand, not a routine inquiry. The way you present your request is crucial, since your reader is not obliged to give you anything.  When asking for information in a special request letter, state who you are, why you are writing, precisely what information you need, and exactly when you need the information (allow sufficient time). If you are asking for information to include in a report or other document, offer to forward a copy of the finished document as a courtesy. State that you will keep the information confidential, if that is appropriate. Finally, thank the recipient for helping you. 

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.

The four As of sales letters are attention, appeal, application, and action. First, get the readers attention. Next, highlight your products appeal. Then, show the reader the products application. Finally, end with a specific request for action.

In the first part of your sales letter, get the readers 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 products allure by appealing to the readers intellect, emotions, or both. Dont 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.

Customer Relations Letters

These deal with establishing and maintaining good working relationships. They deliver good news or bad news, acceptances or refusals. If you are writing an acceptance letter, use the direct approachtell readers the good news up front. If you are writing a refusal letter, do not open the letter with your bad news; be indirect.

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 companys 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 theyre 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.

Collection Letters. Collection letters require the same tact and fairness as do complaint and adjustment letters. Many businesses send several letters to customers before turning matters over to a collection agency. Each letter in the series employs a different technique, ranging from giving compliments and offering flexible credit terms to issuing demands for immediate payment and threats of legal consequences.

Writing for International Readers

Dont presume that you are writing only for North Americans or native American English speakers. By the same token, dont presume that all international contacts are nonnative speakers. Be aware of cultural differences between yourself and your audience. Use common, easy vocabulary. Avoid words that have double meanings (there are many in English), and be careful about using technical vocabulary. Avoid idiomatic expressionsthese are the most difficult part of a language for a nonnative audience to understand. Dont use sports or gambling metaphors, which are often rooted in American popular culture and may not be understood by readers in other countries. Adapt your references to units of measure to your audiences culture, and avoid culture-bound descriptions of place and space. (A reader in Singapore may not know what the Sunbelt is, for example.) Finally, keep your sentences simple and easy to understand.