Chapter 12 - Business Letters, Memorandums, and E-Mails

Copyright 2012 Dorling Kindersley (India) Pvt.
Ltd Business Communication for Managers/ Payal Mehra
Chapter 12
Business Communication for Managers

Payal Mehra Chapter 12: Business Letters, Memorandums, and E-mails
Copyright 2012 Dorling Kindersley (India) Pvt. Ltd Business Communication for Managers/ Payal Mehra
Chapter 12
Components of a Business Letter

Composing a business letter requires attention to the following details:
The The The The
purpose audience context technique
Chapter 12
Process of Writing a Letter

State Add
your purpose in the opening sentence.
evidence in the middle section, supporting your point. with a few complimentary sentences. your letter. Check for tone. Correct spellings and grammatical
Close
Reread
errors.
Get
a second opinion (optional, but strongly recommended).
Revise.
Chapter 12
Steps to Writing a Letter

Once you know to whom you are writing and why, you have to actually start writing the letter. The following steps might be useful in getting started:
Start
Use
with the audience.
strategic formats.
Create
empathy.
the main idea.
Identify
Start
writing.
Copyright 2012 Dorling Kindersley (India) Pvt. Ltd Business Communication for Managers/ Payal Mehra Chapter 12
Components of a Business Letter

The
date Inside address Salutation and complimentary close The title Subject line The body The signature Enclosures Cc The writers address
Chapter 12
Business Letter Formats

Block Format Here, all the text is flush against the left margin. The margins are justified. The Modified Block Format In the modified block format, if letterhead is not being used, the senders address, date (the date can go on either the left or the right side), the closing, signature, and printed name are all indented to the right side of the page. The Indented Block Format In the indented block format, the first line of each paragraph is indented.
Chapter 12
Example of a Business Letter in Block Format
Chapter 12
Example of a Business Letter in Modified Block Format (Partial)
Chapter 12
Example of a Business Letter in Indented Block Format
10
Chapter 12
Kinds of Business Letters

Cover
letters: for resumes, proposals, and reports of enquiry
Letters Sales Offer
letters letters letters
Request Good Bad
news letters
news letters
11
Chapter 12
Example of a Cover Letter
12
Chapter 12
Example of a Letter of Replying to an Enquiry
13
Chapter 12
Example of an Online Sales Letter
14
Chapter 12
An Example of a Joining Letter
15
Chapter 12
An Example of a Good News Letter
16
Chapter 12
An Example of a Bad News Letter
17
Chapter 12
Sales Letters
A strong sales serves functions such as:
Enhancing
the brand image of the company.
Emphasizing
Getting
the sales message.
a foot in the door.
18
Chapter 12
Categories of Sales Letters

Introduction Letters These introduce the company to a prospect and initiate an appointment. Follow-Up Letters These reinforce a point made during a previous meeting. Cover Letters These are sent as part of a larger package and alert the reader to important deals or offers.
19
Chapter 12
Sales Strategies
Referrals,
testimonials, and endorsements: These help build
credibility. Point out loopholes in the competitors offerings. Free trials: These entice the client. Guarantee returns at ten times price: This refers to assured guarantees, extended warranties, services, and add-ons. Create a sense of urgency (Act now to avail the best price!) by asking customers to contact you by a specific deadline. Bundle a premium as a reward for acting before the expiry of the deadline. Unit price: Sell at the smallest unit (not INR 650 for a carton, but instead INR 6.50 for one unit).
20
Chapter 12
Sales Strategies (Continued)

Postscript: Envelope:
This re-states the benefit and urgency of the offer.
It is the envelope that acts like the real salesman. Make the envelope look professional and official in appearance. Companies sending sales letters use teasers (Open the envelope for a neverbefore vacation offer!) and labels (Important. Urgent. Express.) to denote the urgency of the offer. Include a return address to make the letter appear less like junk mail.
Colour
schemes: These add attractiveness to the offer.
21
Chapter 12
Other Kinds of Business Letters
Warning letters Welcome letters Farewell letters Increment letters Transfer letters
Chapter 12
Structure of a Typical Memorandum
Chapter 12
Types of Memorandums
24
Chapter 12
E-mail Communication
It It It It
facilitates instant contact. transcends geographic boundaries. is impersonal in nature; it lends itself to anonymity.
is typically used in situations where an instant response is not required.

It It
helps to form/create/define a persona of the sender.
is less expensive to send an e-mail than to hold a face-to-face meeting or circulate a notice in hard copy.
It
can be used to send a message to a large number of internal/external customers simultaneously.

There
is no expectation of privacy with work e-mail accounts. have a long shelf-life.

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd Business Communication for Managers/ Payal Mehra Chapter 12
E-mails
25
Format of a Typical E-mail
Chapter 12
Good Opening and Closing Lines in E-mails
Chapter 12
Tips for Effective E-mail Communication
Treat Put Use
subject lines as headlines.
one theme at a time. the direct approach. the inbox daily.
Clean Be
formal.
28
Chapter 12
Example of an Office Circular
Chapter 12
Example of an Office Order
Chapter 12
Example of a Notice
Chapter 12

Chapter 12 - Business Letters, Memorandums, and E-Mails

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Copyright 2012 Dorling Kindersley (India) Pvt.

Ltd Business Communication for Managers/ Payal Mehra

Business Communication for Managers

Components of a Business Letter

purpose audience context technique

Process of Writing a Letter

your purpose in the opening sentence.

a second opinion (optional, but strongly recommended).

Steps to Writing a Letter

with the audience.

Components of a Business Letter

Business Letter Formats

Example of a Business Letter in Block Format

Example of a Business Letter in Modified Block Format (Partial)

Example of a Business Letter in Indented Block Format

Kinds of Business Letters

letters: for resumes, proposals, and reports of enquiry

Letters Sales Offer

letters letters letters

Request Good Bad

Example of a Cover Letter

Example of a Letter of Replying to an Enquiry

Example of an Online Sales Letter

An Example of a Joining Letter

An Example of a Good News Letter

An Example of a Bad News Letter

the brand image of the company.

the sales message.

a foot in the door.

Categories of Sales Letters

testimonials, and endorsements: These help build

Sales Strategies (Continued)

This re-states the benefit and urgency of the offer.

schemes: These add attractiveness to the offer.

Other Kinds of Business Letters

Structure of a Typical Memorandum

is typically used in situations where an instant response is not required.

helps to form/create/define a persona of the sender.

can be used to send a message to a large number of internal/external customers simultaneously.

is no expectation of privacy with work e-mail accounts. have a long shelf-life.

Format of a Typical E-mail

Good Opening and Closing Lines in E-mails

Tips for Effective E-mail Communication

Treat Put Use

subject lines as headlines.

one theme at a time. the direct approach. the inbox daily.

Example of an Office Circular

Example of an Office Order

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