Letter writing: 1

Definition of “Letter” “A written or printed communication directed to a person or organization.” Letters may be created and sent as: E-mail or electronic transmissions (including fax) Hand-delivered transmissions Regular mail transmissions 2

Objectives To teach students to read letters or letter requests carefully before responding. To teach students the importance of creating formal and informal documents. To teach students basic letter formats and letter-writing strategies. To teach students letter-writing etiquette. 3

General Parts of every Business Letter Heading (sender’s return address and date) Inside Address (recipient’s address) Salutation (greeting) Body (paragraphs) Complimentary Close Signature Line (with or without title) Enclosure (optional) cc notation (copies sent to others) Sender/typist initials (optional) 4

Types of Letters

Common Types of Letters To write any type of business letter, follow these basic steps: Acceptance Letter (yes/ legal) Acknowledgement Letter (Receipt) Adjustment Letter (a legal document / addresses a complaint or claim) Application Letter (request job consideration/ interview) Complaint Letter (a legal document) Cover Letter (accompanies resume or order) Inquiry Letter (posing a question) Order Letter (request letter) Refusal Letter (reject an offer) Response Letter (answers inquiry) Sales Letter (marketing) Identify your reader Establish your objective Determine your scope (how much researched information to include ) Organize your letter Draft your letter Close (End) Your Letter Review and Revise Your Letter (proof for physical problems and edit for logic issues) 6

Sales letter A sales letter is a piece of direct mail which is designed to persuade the reader to purchase a particular product or service in the absence of a salesman. It has been defined as "A form of direct mail in which an advertiser sends a letter to a potential customer." 

Types of sales letter A sales letter is marketing tool that businesses use to promote their products, highlight specials or remind customers about expiration dates on warranties or special services. Sales letters can be highly effective in achieving a company's objective. There are several types of sales letters that are used in business writing.

Types Of sales Letters Selling Incentive Sales Letter A selling incentive sales letter promotes existing products among current customers. You will need to build a considerable degree of excitement when writing a selling incentive sales letter, perhaps offering a discount, rebate or contest prize for a limited time. Thank You Sales Letter The thank you sales letter should almost always mention how much you value your customers for their patronage. Keep the thank you letter short, and briefly mention that your products are always available when the customer needs them.

Continued… Holiday Celebration Sales Letter The holiday celebration sales letter gives you a chance To offer your product as a potential gift for your customers' family, friends or work associates..“ Invitation Sales Letter If your company is celebrating an anniversary, write an invitation sales letter to your customers. This letter should be designed to make your customers feel important and as if they are part of your family. Briefly mention your products in the letter, and invite customers to enjoy the celebration. You may want to decorate your business establishment or offer free refreshments for the occasion.

Continued… Lost Customer Sales Letter The lost customer sales letter is designed for customers who have not purchased products or have canceled their service. You should state that you miss these customers and apprise them of any new products or special

What makes a good sales letter? There are three key rules: 1. Start with a hook. Begin your letter with a provocative thought or idea that "hooks" readers and makes them want to keep reading. 2. Give them the facts fast. Quickly list the top two or three benefits of doing business with your company. 3. End persuasively. Close the letter with a strong argument that compels readers to respond.

Advantages of Sales Letter Less Costly Convenient Effective Addressed to specify audience or target market. Very Comprehensive.

Objectives of sales letters Capture the reader’s attention. Keep it interesting. Desire. Easy reading. Use of graphics. Give personal attention. Be professional.

Format of sales letter _______________________Headline____________________ Organisation Letterhead Name Designation Address (can be positioned to the left, right or centre) Date (can be positioned to the left, right or centre, before/after or at the start)   Dear Recipient (Salutation) 1st Paragraph - Introductory lines regarding the product or service 2nd Paragraph – Relevance of product /service in daily life etc. 3rd Paragraph – Assistive information towards the purchase process, call to action etc. Subscription - Thanking you, yours sincerely etc. Your Signature Your Typed First Name Last Name Your Contact Encl: ________________

 Organic Cosmetics Blue Flower Natural Organic Company                                       24 May, 2012 blueflowerorganic@mail.com 112634 Meridian Street. Seattle, WA, 98177 Dear Customer, Did you know that the Blue Flower Natural Organic Company provides products and services that cater for all your beauty needs? Every person that needs to maintain their natural looks and at the same time look stunning should access the high quality products offered by our company. Offering over 300 products that fit with every individual, I bet you can find a perfect product for yourself. No person should miss the opportunity and pleasure of using organic products for true beauty and perfect skin care. We urge all people interested in having healthy skin to use Organic Clear Skin Care. Buying the product as soon as possible will end the disappointments associated with unhealthy skin and other discouragements caused by using skin care products that contain harmful chemicals. To order Organic Clear Skin Care, you are not required to send us money first, but you only need to take advantage of our online services and order by mail today! Respectfully yours, Sales Manager Bob Thorton

Current Products Mr. Jay J. Sparks General Manager, Best Shoes Stores, 4220 Angie Drive  Los Angeles, CA 90017 14th September 2010 Dear Mr. Sparks, Do you face difficulties in getting your customers with good stylish and quality shoes they are asking for? We at Quality Foot Wear do the designing and the manufacture of leather shoes of high quality. Ladies’ and children’s footwear are our specialties. We have come to realize that ladies and children with bigger and wider feet face difficulties in finding the footwear for them. There is a wide range of footwear on offer with us. You will be able to satisfy your customers as your shop will have a wider range of footwear for them. In case you want more details about our company and the shoes we have on offer, please visit our website at www.qualityfootwear.com. Yours truly, Albert Sanders, Marketing Manager, Quality Foot Wear