1. KINDS OF BUSINESS LETTERS

2. SALES LETTERS A sales letter is meant for promoting sales- the purpose is to reach the customer. A sales letter is meant for promoting sales- the purpose is to reach the customer. Sales letter is a powerful medium of advertising. Sales letter is a powerful medium of advertising. Professionally written, a successful letter can boost your business sales and profits. Professionally written, a successful letter can boost your business sales and profits. Follow the AIDA formula. Follow the AIDA formula.

3. SALES LETTERS One must decide which appeal should be used as main appeal. Also called CENTRAL SELLING POINT. One must decide which appeal should be used as main appeal. Also called CENTRAL SELLING POINT. Write so that your reader will see the product. Write so that your reader will see the product. The reader must feel a strong need for the product. The reader must feel a strong need for the product.

4. SALES LETTERS Comparison or story- “your neighbor may already own one. No wonder she’s getting all those favorable comments….” Comparison or story- “your neighbor may already own one. No wonder she’s getting all those favorable comments….” Event in reader’s life- “a graduate! Congratulations! Your success automatically permits a low cost insurance rate.” Event in reader’s life- “a graduate! Congratulations! Your success automatically permits a low cost insurance rate.”

5. SALES LETTERS Rhetorical question- “what’s the main characteristic of leaders today?” Rhetorical question- “what’s the main characteristic of leaders today?” Enclosed gift- “it’s a free sample!” Enclosed gift- “it’s a free sample!” Product fact- “more than 12000 subscribers. One of the largest in the country.” Product fact- “more than 12000 subscribers. One of the largest in the country.”

6. SALES LETTERS Length of the sales letter Length of the sales letter Appearance Appearance Timing Timing Number and kind of enclosures Number and kind of enclosures

7. CIRCULAR LETTERS A circular letter is one, which is circulated, to a large number of persons at the same time carrying the same message for all. A circular letter is one, which is circulated, to a large number of persons at the same time carrying the same message for all. It is a kind of announcement. It is a kind of announcement. They are unsolicited letters. They are unsolicited letters. Are formal and not addressed to a particular reader. No inside address is mentioned. Are formal and not addressed to a particular reader. No inside address is mentioned.

8. CIRCULAR LETTERS Written on behalf of the organization. So no need of mentioning the name of person issuing it. Written on behalf of the organization. So no need of mentioning the name of person issuing it. Should be brief. Should be brief. Should catch reader’s attention in first paragraph. Should catch reader’s attention in first paragraph. Should have a good look or appearance. Should have a good look or appearance.

9. CIRCULAR LETTERS PURPOSE: 1. establishment of a new business. PURPOSE: 1. establishment of a new business. 2. extension, transfer, or change in address. 3. Change in constitution of firm. 4. Change in policy of business. 5. Dissolution or discontinuance of a business. 6. Announcement a product or service.

10. ENQUIRY or REQUEST LETTERS The most common letters in business are inquiries and requests for information. The most common letters in business are inquiries and requests for information. Classified into: solicited enquiry and unsolicited enquiry. Classified into: solicited enquiry and unsolicited enquiry.

11. QUOTATIONS Letters which are written in reply to enquiry letters or tender notices are called Quotation letters in business language. Letters which are written in reply to enquiry letters or tender notices are called Quotation letters in business language. They are called so because they quote the price and terms for products and services. They are called so because they quote the price and terms for products and services. Should be written keeping in mind the information asked for. Should be written keeping in mind the information asked for.

12. ORDER LETTERS The prospective buyer (after receiving the reply to his inquiry letter) decides to place order with a business house. The prospective buyer (after receiving the reply to his inquiry letter) decides to place order with a business house. Includes: details about what you are ordering, directions for transportation, and manner of payment. Includes: details about what you are ordering, directions for transportation, and manner of payment.

13. CLAIM/ COMPLAINTS LETTER A complaint letter request some sort of compensation for defective or damaged merchandise for inadequate or delayed services. A complaint letter request some sort of compensation for defective or damaged merchandise for inadequate or delayed services. Essential rule in writing is to maintain your poise and diplomacy, no matter how justified the grievance is. Essential rule in writing is to maintain your poise and diplomacy, no matter how justified the grievance is.

14. PRESS RELEASES Identification: name, address and telephone number of the source appears at the upper left. Identification: name, address and telephone number of the source appears at the upper left. Margins: use wide margins. Double space copy for print media, triple space copy for broadcasters. Margins: use wide margins. Double space copy for print media, triple space copy for broadcasters.