Business letters can conveniently be classified according to their tone and structure as follows:
Information letters
There are two types of information letters as
Routine as: Special Purpose as:
Enquiries Circulars
Quotations Personnel
Orders Agencies
Payments Travel
Information letters are those that are aimed primarily at seeking or giving information. They include enquiries and replies; estimates, tenders, quotations and acknowledgments and letters relating to accounts. Many of these letters are routine in the sense that they follow a familiar and sometimes even an identical pattern that constantly recurs. Another type of information letter in that is concerned with matters requiring special investigation or involving policy or adjustments to meet unusual circumstances. But whether routine or special information, letters are mostly alike in that they are free from any suggestion of the ‘reader’s resistance’ which is associated with sales letters or with letter concerning complaints and concessions, for in all such letters, there is an elements of persuasion whereby one party tries to convey the other to his way of thinking.
It is a rule of all business letter writing that the opening paragraph or paragraphs should establish rapport, a sympathetic relation, with the reader. In information letters, this relationship being reserved for subsequent paragraphs. When the writer states for the outset what is required or gives information that has been sought, he shows regard for the reader’s time and convenience; the reader finds it helpful to know immediately what the letter is all about.
Sales promotion letters
These kind of letters are mentioned below.
Voluntary Offers
Travelling
Employment
Since there is a natural resistance to letters aimed at persuading, sales letters call for a different approach in order to convince people to place an order or take some other suggested form of action. Sales letters should thus be aimed at overcoming resistance.
To begin a sales letter with a statement of its purpose or of the price at which goods or services are on offer, has the effect of fanning reader’s resistance, we need to begin by thinking about the person to whom we are writing. For example, a lawyer studies his opponent’s case first as sharply as he does his own clients. Similarly, in all sales letters, we must begin by studying our reader’s interests and ask ourselves how he is likely to be affected by what we say. First and fore-most, our opening paragraph must establish rapport by arousing the reader’s interest and willingness, even a desire to know more about what we are trying to sell. Then and only then we enter into a profitable discussion of the goods or services we want our reader to buy. Therefore, in letter which may invite resistance, the opening paragraph must be given special care so that the message that follows may have a fair chance of at least being read. Thus, the type of approach required is persuasive.
Problem letters
These kinds of letters are mentioned below.
Complaints
Concessions
Overdue Accounts
Problem letters are letters in situations where the reader’s interests are in some way in conflict with the writer’s, as where complaints are made, concessions sought or payments of accounts is overdue. Like the sales letters, letters of this type too, call for an indirect approach. If the letter is one conveying unwelcome news, refusing a request or disclaiming liability for a loss, the reader is sure to be disappointed, and the way for his disappointment must be prepared by a suitable opening paragraph.
In face to face confrontations, gestures, facial expressions the tone of voice will help to form the listener’s impression, to influence his thinking and to condition his reactions. But the written word has no such linguistic aids and the reader is affected entirely by the way in which words are used, and by the tone adopted.
The tone of a letter must suit both, the occasion and the purpose; if it does not, then the effect upon the reader may be very different from what the writer intended. Consequently, problem letters must be written with restraint and show a proper regard for the reader’s point of view. In letters of this kind it helps if we use passive rather than active verb constructions. A verb is active when the subject of the verb performs the action (e.g., He posted the letter); it is passive when the subject suffers the action (e.g., the letter was posted by him). Passive verbs are for the most part impersonal and so have a mellowing effect on what in said.
For example
Active verb construction
You did not enclose the D/D with your letter
You appear to have misunderstood our terms of payment.
Passive verb construction
The cheque was not enclosed with your letter.
Our terms of payment appear to have been misunderstood.
The point to be noted is that problem letters should always be answered promptly. If you cannot do what the writer asked for, tell him what you can do, and close your letter in a way that leaves the door open for future correspondence, if further correspondence is likely to help.
Goodwill letters
These are mentioned as follows:
Thanks
Greetings
Congratulations
Sympathy
Condolence
Most business letters have two objectives; to promote a particular transaction and to build goodwill. Every business letter should be a goodwill letter in the sense that it aims to create or maintain good feelings based on a mutually beneficial business relationship. But there are some letters written with the sale purpose of building goodwill. They include letters of thank or appreciation to new customers for their first orders, to existing customers for specials large orders or for their promptness in settling accounts. Also included in this category are letters to employees for difficult jobs done well. Sending voluntary expressions of gratitude or sympathy, gives pleasure to those who receive them and makes for happy working relationship.
Goodwill letters take a variety of forms and each has its own characteristics, depending on the circumstances to which it applies. Beside letters expressing thanks or appreciation, there are letters of congratulations, letters of welcome, letters of condolence and sympathy at illness or trouble. Although they naturally differ in form, these letters have one quality in common—they are written to show genuine concern to the reader. They can be as brief and simple as you wish, but they should express what you feel sincere. Sincerity is by far their most important quality. A formal letter is written because the writer feels it is expected of him, and therefore, must be sent, but as result, does not give the pleasure it should. Make sure then that your goodwill letters have an unmistakable ring of sincerity about them. This is much easier to do if you write at an early stage while you are feeling grateful and appreciative, or sympathetic, than to leave it till the emotion has cooled. One person cannot suggest to another the precise wording for letters of the kind discussed here, since the essence of sincerity is to express one’s feeling in one’s way.
Format for a business letter
The Heading (Names & Address of the Company)
Ref………….. Date…………..
Inside Address
Attention……………
Salutation
Sub……………….
Body of the letter (in it as following)
First paragraph for introduction
Next paragraphs for your aim (for what, you’s writing a letter)
Last paragraph is closing paragraph
Complementary close
Signature
Encls. (if necessary)
(………….)
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