1. Other Forms of Technical Writing
LETTERS

2. SPECIFIC GUIDELINES

3. III. SPECIFIC GUIDELINES
TYPES of Letters:
Positive
Negative
Neutral
Sales

4. III. SPECIFIC GUIDELINES
4) SALES LETTERS:
Help solve their problems
Examples –
ALL correspondence with a customer
from 1st contact to thank-you letter
starting a relationship
following a phone call
following a meeting
following completion of a sale or project
seeking repeat business

5. III. SPECIFIC GUIDELINES
4) SALES LETTERS:
ABC (3 C’s)
Abstract –
Capture attention
cite a surprising fact
announce a new product or service (that client needs)
ask a question
show an understanding of the client’s problem
show potential for solving client’s problem
present a testimonial
make a challenging claim
summarize the results of a meeting
answer a question the reader previously asked

6. III. SPECIFIC GUIDELINES
4) SALES LETTERS:
ABC (3 C’s)
Body –
Convince the reader
stress one main problem about which the reader has a concern
stress one main selling point of your solution
emphasize what is unique about your solution
focus on value & quality
rather than price
put details in enclosures
briefly explain the value of the enclosures

7. III. SPECIFIC GUIDELINES
4) SALES LETTERS:
ABC (3 C’s)
Conclusion –
Control the next step in the sales process
leave the reader with one crucial point to ponder or remember
offer to call
(1st choice)
ask reader to call
(last choice)

8. SUMMARY

9. IV. SUMMARY Make wise use of ATTACHMENTS Complete READER ANALYSIS
place details in attachments
keep particulars, specifics out of these brief communiqués
Complete READER ANALYSIS
address their needs
write to their technical skill levels
follow the Rule of “Firsts & Lasts”

10. IV. SUMMARY Follow the ABC Format
Abstract
Body
Conclusion
Plus the 3 C’s Strategy of Persuasion
Capture
Convince
Control

11. IV. SUMMARY Have a clear PURPOSE & ORGANIZATION
Purpose Statements
ABC & #3 C’s
Planning Forms
Astutely employ PAGE DESIGN elements
Headings
Lists