Communication through Writing:

Business Letters, Memos & Notices

We have already discussed the major principles of business communication in
general
and of business writing style in particular. We have also considered the crucial
stages in
planning written communication. Now we are going to consider how these basic
principles and strategies apply in writing different kinds of business letters,
memos, and
notices.
1. The Advantages of the Business Letter
2. The Business Letter Today
3. Letter Format
4. Letter Form
5. Principles of Business Communication
6. Different Types of Letter
Job Application Letter
Collection Letter
Complaint or Grievance
Favorable Adjustments of Claims
The Unfavorable Response, or the Psychology of Refusal
7. Memoranda and Notices
1. The Advantages of the Business Letter: All organizations today communicate
with
dozens of different publics: customers, suppliers, vendors, government agencies,
community groups, manufacturers, schools, and so on. In most cases, that
communication
takes the form of telephone calls or letters. Although the use of letters is expensive
(some
estimates peg the cost of a letter at over $7.00 today), letters do have at least two
important advantages over many other communication media:
A letter establishes a record of the interaction
A letter is personal
It is true that electronic mail and computers now permit us to communicate in
many new
and different ways. However, the consistent and effective use of the letter as a
business
instrument has been proved millions of times in the last 2000 years. We are
accustomed
to it, and its use in the foreseeable future is certainly assured.
1. The Business Letter Today
To the reader, the business letter is a reflection of the company.
The letter is a liaison, the representative, and the courier of the organization, its
products,
its services, and its people. To the buyer, vendor, prospective customer, or
government
representative, that letter is the company.
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The letter that is concise, clear, friendly, courteous, and complete gives the
reader an image of a firm that is efficient and concerned.
Conversely, the letter that is carelessly typed, incorrect in its details, and
sloppy in its makeup may reflect an image of an organization that is one with
which the reader should not do business.
Consequently, written communication must be prepared with care.
3. Letter Format
A. There is no one correct letter format.
Almost every organization has developed its own design and format for its
letters. Some use a block form, others use an indented style; some include
the typist‟s and author‟s initials; others do not.
However, whichever format an organization uses should be used
consistently.
B. The typical business letter is made up of six parts:
The heading is made up of the letterhead and the date. The former is
usually carefully designed to project an effective nonverbal image of the
organization. The date should be spelled out. Using only numerals may be
misleading, i.e. 06.09.00 or 04/05/00.
The inside address should carry titles of individuals. Street and city
designations should ordinarily not be abbreviated. Recently, it has become
acceptable to use the standard abbreviations for states in the United States
and some nations, such as the U.S., the U.K., the U.A.E., or P.N.G.
The salutation in formal correspondence should be followed by a colon.
Whenever possible, the person‟s name should be used rather than the
impersonal “Dear Sir” or “Dear Madam.”
The body of the letter should be centered on the page. Paragraphs should
be relatively short.
The complimentary close is typically “Sincerely,” “Sincerely yours,”
“Truly yours,” or “Yours truly.” Gaining in popularity are signatures that
are somewhat more informal: “Warm regards,” “Best wishes,” and
“Cordially yours.”
The signature is often made up of the organization‟s name on the first
line, the signature, the typed name used in the signature, and the person‟s
title.
N.B. An attention line, subject line, or letter reference number usually appears
in the area of the inside address and salutation. Enclosure and initial
designations appear below the signature.
4. Letter Form: There are three popular forms for business letters:
Full block form
Modified block form
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Modified block form with indented paragraphs
5. Principles of Business Communication:
Conciseness. Most business people are very busy. The wordy letter not only is
put
aside because of the time factor, but its very wordiness makes comprehension
difficult. Therefore, whenever you write a business letter, cut every possible
sentence and word. Say only what needs to be said. However, don‟t make your
letter so concise that it sounds curt or abrupt. Retain the friendly tone.
Completeness. Check your letter to be sure it contains all the necessary
information. For the reader to have to request information that should have been
included is costly to both parties (and not just in monetary terms). Use a system
for organizing to ensure completeness (see sections on Drawing up the Tentative
Outline and Outlining Methods).
Courtesy. Be sure to include a “Please,” “We appreciate,” or “Thank you very
much” in your letter. A few words of courtesy do not violate the principle of
conciseness; rather, they add to the communication.
Correctness. Everyone has a tendency to focus on errors. To most people, errors
are a reflection of a firm‟s inefficiency. Edit carefully for errors in spelling,
sentence structure, price quotations, and the like.
Clarity. Here again, careful editing will eliminate possible ambiguities. If there
is
any possibility that a statement may be misconstrued, take it out or rewrite.
Logical organization. Logical organization is one of the keys to all effective
writing. In a message as brief as most letters are, logical organization is vital. The
effective letter writer must organize the points to be covered and their logical
order in an outline noted on the letter he or she is replying to. Others make up the
outline on a piece of scratch paper. Any system of organization that works for you
will do. Whatever the method used, the important factor is making up the outline,
carefully reviewing it, and using it as a guide for writing the letter.
Attractiveness. The letter, like a package for a product, should “look good.”
Paragraphs should be brief and well balanced. White spaces should be generous:
wide margins and adequate space between sections should be the rule. The entire
letter should be centered on the page, and topic headings should be used if they
facilitate comprehension.
Natural tone. The tone of the letter should be friendly, natural, and sincere.
Hackneyed, archaic, and obsolete phrases, words, and expressions should be
avoided. Such expressions help build an image of a stodgy,, old-fashioned
organization that may be “behind the times.” Here are some examples of
expressions to avoid:
1. as in the above
2. advise
3. as per
4. as indicated
5. attached hereto
6. attached please find
7. beg to state
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8. beg to remain
9. contents noted
10. enclosed please find
11. hand you herewith
12. hereby acknowledge
13. hoping to hear
14. permit me to say
15. pursuant to
16. wish to state
17. take this opportunity
Tact. Avoid words or phrases that might antagonize or embarrass the reader. The
careful choice of words is essential if one is to get the decoder’s cooperation. At
times it is necessary to convey unpleasant ideas, but the words chosen by the
writer to accomplish that objective should permit the reader to save face and
accept the idea.
6. Different Types of Letter:
Job Application: Your resume (or C.V.) should be accompanied by a
cover letter. In many respects, the cover letter to the resume is a sales
letter and you are the product.
Objectives of the cover letter:
o Context: refer to your source of information about the vacancy.
o Gain the reader‟s attention by indicating your major
qualifications and how the firm would benefit from your skills
and abilities
o Describe your background and qualifications and refer to more
complete data in your resume
o Provide proof of your competence by referring to relevant
awards, employment, degrees, and the reference list provided
in your resume
o Ask that an interview be scheduled a.s.a.p.; make the request
positive and indicate that you wish to elaborate on how the
firm will benefit by hiring you.
N.B. Other factors to consider: submit typewritten letters
that are neat and error-free. Be specific. Tailor your cover
letters to the specific jobs you are applying for.
Collection Letter: Occasional accounts become delinquent, and
although the firm wants to collect its money, it also wants to maintain
good relationships. Most companies follow the same steps to collect
delinquent accounts: a collection series, beginning with a reminder
message and then becoming progressively more insistent as the letters
in the series continue.
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Reminder: Often a short note with a brief statement on the invoice
such as “Did you forget?” is sent soon after a delinquent account is
recognized. If the customer has not responded to the reminder, a
personal letter (or a series of letters) is in order. That letter must be
courteous and must specify the exact amount due, the due date, and the
consequences of nonpayment. In addition, always convey the message
that settling the bill is to the customer‟s advantage.
Complaint or Grievance (Claim Letters): Because today‟s production
and marketing systems involve so many different processes and
people, claim letters regarding lost or mishandled merchandise, bills,
etc., have become a constant part of doing business.
The objective of a claim letter is to receive a definite answer. The
writer hopes that the reply to the claim will be favorable. However, if
that is not possible, the writer may be satisfied with a compromise or a
rejection. What the writer does not want is a letter that reaches no
decision – this usually results in further correspondence, which wastes
time and money.
A claim letter should include 5 features:
o An opening statement that refers very specifically to the
transaction
o A specific statement of the loss
o A specific statement of the adjustment desired
o A statement to motivate favorable action
o A close
Favorable Adjustments to Claims: Because of the increasing
complexity of doing business, companies expect claims. They are
aware that a certain percentage of claims will be entered in the natural
course of doing business. Thus policies are established for making
adjustments under various conditions.
Most firms recognize that making an adjustment graciously and openly
is an opportunity for building good will. As a matter of fact, an
adjustment made grudgingly often will do more damage than a refusal
made courteously and intelligently.
Buyer at fault: At times a buyer will submit a claim that he/she
may think is justified but actually is not. Firms will often grant
such claims purely for the purpose of maintaining good will.
However, it is important that the buyer be told (tactfully of course)
that he/she is at fault. Normally that is done before the grant is
made. The organizational pattern for the kind of letter used in this
situation is:
1. reference to the specific transaction
2. a tactful explanation of how the buyer is at fault
3. claim granted (graciously)
4. a sales appeal, if applicable
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5. a friendly close
Seller at fault: Obviously, this is a difficult situation to handle.
Buyers are usually not very sympathetic when they have filed a
claim because of the seller‟s error. Nevertheless, the seller must
grant the claim and attempt to retain the customer‟s good will and
continued business. The organizational pattern for the letter used in
this situation is:
1. an opening that refers to the situation and almost
simultaneously makes the grant
2. an explanation of how the error occurred, if such an
explanation serves a reasonable purpose
3. a statement designed to rebuild the customer‟s confidence in
the seller
4. a sales appeal, if appropriate
5. a friendly close
The Unfavorable Response, or the Psychology of Refusal: When we say no to
what others think is a reasonable request, the potential for causing problems (as
well as losing sales and good will) is great. However, the need is still there.
Provided one organizes carefully, the task of saying no becomes quite easy. The
organizational plan is a simple one based on the assumption that everyone is
reasonable and intelligent. If there is a legitimate reason for the refusal, people
expect to be told what it is. Thus refusal letters should be organized in this
manner:
1. a statement recognizing the situation
2. an explanation of why the refusal is necessary
3. the refusal, implied or stated
4. a constructive suggestion
5. a sales appeal, if appropriate
6. a close
If the explanation is offered before the refusal, it is usually unnecessary to include
comments such as “therefore we must refuse,” “it is not possible,” “we regret,”
and similar negative expressions. The explanation indicates the reason for refusal
and the refusal itself can be implied. One need only add “therefore you can
appreciate,” “we know you will understand,” and so on. At times, however, it may
be wise to add after the explanation a statement such as “therefore we must
refuse….”
7. Memoranda and Notices.
In order to avoid misunderstandings, office workers routinely use the
memorandum, or
memo. The memo acts as a record that can be filed and referred to later, if
necessary.
When identical information must be transmitted to several individuals, the memo is
an
essential tool. In addition, a memo can be used to confirm assignments, fix
responsibility,
and document decisions or minutes of meetings.
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Memo Format: The memo provides the busy executive with information quickly
and
concisely. For easy use, memos have taken on an almost universal form:
1. Memos are usually written on full-page or half-page paper.
2. At the top, memos have a four-item heading:
To:
From:
Date:
Subject:
3. The subject line tells the reader exactly what the memo is about, eliminating the
need for an introductory paragraph. This line should be clear and specific.
4. The information in the memo should be clear and concise. Tables and headings
should be used whenever possible so the reader will note important information
immediately.
Memos are a record. Memos should be planned as carefully as a lengthy research
project. Although memos are usually brief, they make up a significant part of
records in
company files.
Another medium used to communicate with large numbers of people within an
organization is the notice. The channel of communication is then the notice board
on
which it is posted, the journal or newsletter in which it is displayed, etc. Notices
serve the
purpose of bringing a matter to people‟s attention. They are used for
Effective impact in the presentation of a message (visually and intellectually)
Longer-term display of the message, as a continual reminder and record
Instruction, education, reminding or persuasion.
The format of a notice is extremely flexible. Their design should be easily seen,
quickly
grasped and attractive. Notices should
Stimulate immediate interest
Be easy to read and comprehend
Encourage the appropriate reaction on the part of the reader
Stick in his/her mind
Summary:
People derive an image (impression) of an organization as a result of evaluating
the quality (or lack thereof) of a business letter.
The business letter is quite costly
The business letter is usually divided into
o The heading (includes the letterhead and date)
o The inside address
o The salutation
o The body of the letter
o The complementary close
o The signature. Added to these are miscellaneous items such as the subject
And reference lines, attention line, author‟s and typist‟s initials, and
enclosure and carbon copy notations.
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The forms most usually used for business letters nowadays are
o Full block form
o Modified block form
o Modified block form with indented paragraphs.
The principles of business communication include
1. Conciseness,
2. Completeness,
3. Courtesy,
4. Correctness,
5. Clarity,
6. Logical organization,
7. Attractiveness,
8. Natural tone.