SHAHJEESHAHJEE COLLEGIATE COLLEGIATERIVISION SESSIONRIVISION SESSION

BY SIR HASEEB UR REHMANBY SIR HASEEB UR REHMANFOR THE STUDENTS FOR THE STUDENTS

OF B.COM II OF B.COM II STARTING FROM 3STARTING FROM 3RDRD DECEMBER AT DECEMBER AT

WATERPUMP CAMPUSWATERPUMP CAMPUSTHU & SAT 12:3O TO 1:30THU & SAT 12:3O TO 1:30

Factors of CommunicationFactors of CommunicationCommunication is a Communication is a two way process two way process of exchanging ideas or of exchanging ideas or

information. Communication includes six components which are as information. Communication includes six components which are as follow.follow.

• Context Context • Sender / Encoder / communication SourceSender / Encoder / communication Source• Message Message • Medium / ChannelMedium / Channel• Receiver / DecoderReceiver / Decoder• FeedbackFeedbackThese factors interact in the communication Process affected by These factors interact in the communication Process affected by

various contextual conditions and decisions. Components of various contextual conditions and decisions. Components of communication can be defined by following diagramcommunication can be defined by following diagram

CONTEXTCONTEXTEvery communication whether oral or written, begins with Every communication whether oral or written, begins with context. context. Context is a broad field that includes Context is a broad field that includes

• country, country, • culture & organization. culture & organization. Every country, culture, organization and company has its own convention for Every country, culture, organization and company has its own convention for

processing and communicating information. processing and communicating information. It is important to analyze your receiver’s It is important to analyze your receiver’s • culture, culture, • view point, view point, • needs, needs, • skills, skills, • status, status, • mental ability, mental ability, • experience and experience and • expectation. expectation. You must consider all these aspects of You must consider all these aspects of context context in order to communicate a in order to communicate a

message effectively.message effectively.

SENDER-ENCODERSENDER-ENCODERWhen you send a message, you are When you send a message, you are • the “Encoder” the “Encoder” • the writer or speaker, the writer or speaker, depending on whether your message is depending on whether your message is • written or written or • oral. oral. Your should choose such Your should choose such • words, words, • graphs or graphs or • pictures pictures that express your message so that the receiver may understand it and that express your message so that the receiver may understand it and

react with the response you desire. After considering all the factors react with the response you desire. After considering all the factors you decide which channel for message will be most effective, oral or you decide which channel for message will be most effective, oral or written.written.

MESSAGEMESSAGE

The Message is the The Message is the core idea core idea you wish to communicate; you wish to communicate;

it consists of both it consists of both

• verbal (written or spoken) verbal (written or spoken)

• and nonverbal (neither written nor spoken) mediums.and nonverbal (neither written nor spoken) mediums.

While preparing the message, the sender must maintain While preparing the message, the sender must maintain

unity of thought, unity of thought,

unity of expression unity of expression (Logical systematic presentation) (Logical systematic presentation)

and he must give emphasis to the and he must give emphasis to the main pointsmain points. .

The message must be effective enough in achieving desired The message must be effective enough in achieving desired feedbackfeedback..

MEDIUMMEDIUMThe channel by which message is transmitted to receiver is called The channel by which message is transmitted to receiver is called mediummedium, ,

your message channel or medium depends on all the factors discussed your message channel or medium depends on all the factors discussed above and the nature of the message itself. above and the nature of the message itself.

Medium of communication includes Medium of communication includes • letters, letters, • Telegram, Telegram, • Fax, Telephone, Fax, Telephone, • Charts, Charts, • pictures and any other mechanical device.pictures and any other mechanical device.

RECEIVER-DECODERRECEIVER-DECODERThe message receiver is also called theThe message receiver is also called the• decoder or decoder or • reader or reader or • listener. listener. Many of your messages may have more than one Many of your messages may have more than one decoder. decoder. Perfect communication is not possible since there is difference b/w the Perfect communication is not possible since there is difference b/w the idea idea

sent and the idea received or interpretedsent and the idea received or interpreted. If receiver is skillful in . If receiver is skillful in communication, the difference will be less.communication, the difference will be less.

FeedbacksFeedbacks

The receiver reacts with either the The receiver reacts with either the desired response of senderdesired response of sender, which , which

is based on a is based on a clear understanding clear understanding of message or with an of message or with an undesired undesired

response of sender response of sender because of because of miscommunicationmiscommunication. Feedback can . Feedback can

be be oral or writtenoral or written..

It can also be an It can also be an

• action i.e. receiving an order. action i.e. receiving an order.

Silence may also be considered as Silence may also be considered as feedbackfeedback. .

Senders need feedback in order to determine theSenders need feedback in order to determine the

• success or failure of the communication. success or failure of the communication.

The final ingredient in this process is The final ingredient in this process is NOISE or BARRIERS NOISE or BARRIERS which are which are

any any disturbance or interference disturbance or interference that can affect the efficiency or that can affect the efficiency or

effectiveness of the communication process.effectiveness of the communication process.

IMPORTANCE OF PLANNING IN BUSINESS COMMUNICATIONIMPORTANCE OF PLANNING IN BUSINESS COMMUNICATIONWhether you are Whether you are • preparing a written orpreparing a written or• an oral business message, an oral business message, to make it effective you need to to make it effective you need to • plan, plan, • organize, organize, • draft, draft, • edit, edit, • and proofread it. and proofread it. It is also essential that there may be It is also essential that there may be thoughtful adherence to thoughtful adherence to

communication principlescommunication principles and and awareness of legal and ethical awareness of legal and ethical aspects.aspects.

  Even with the most advance office technology, the need of carefulEven with the most advance office technology, the need of careful• preparation of whether written or oral message demands efforts. preparation of whether written or oral message demands efforts. As the companies are becoming more global and international, the argument As the companies are becoming more global and international, the argument

for thoughtful preparation receives more emphasis. for thoughtful preparation receives more emphasis. As communication plays vital role in business, it must be planned carefully, As communication plays vital role in business, it must be planned carefully,

methodically and effectively.methodically and effectively.

PLANNING STEPS OF BUSUNESS COMMUNICATIONPLANNING STEPS OF BUSUNESS COMMUNICATIONNo business activity takes place without No business activity takes place without proper planningproper planning. . There are certain planning steps that a communicator must follow to There are certain planning steps that a communicator must follow to

make his message make his message effective, efficient, & result orientedeffective, efficient, & result oriented..There are six planning steps before we transmit our message.There are six planning steps before we transmit our message.   Analyze the purposeAnalyze the purpose Analyze the audienceAnalyze the audience Choose the ideaChoose the idea Investigate necessary informationInvestigate necessary information Organize the informationOrganize the information Revise & proofreadRevise & proofread

ANALYZE THE PURPOSEANALYZE THE PURPOSEAll business messages have All business messages have general purpose:general purpose: to inform, to persuade, to collaborate with your audienceto inform, to persuade, to collaborate with your audience. . • You need little interaction so as to inform. You need little interaction so as to inform. • On the contrary, you need little participation so as to persuade audience.On the contrary, you need little participation so as to persuade audience.• Business messages also have a Business messages also have a specific purposespecific purpose.. • That message may be clear or straightforward (such as placing an order). That message may be clear or straightforward (such as placing an order). • Audiences always respond after knowing the specific purpose. Audiences always respond after knowing the specific purpose. • Purpose analysis consists of four aspectsPurpose analysis consists of four aspects

Is purpose realistic?Is purpose realistic?Is this the right time?Is this the right time?Is the right person delivering your message?Is the right person delivering your message?Is your purpose acceptable to your organization?Is your purpose acceptable to your organization?

ANALYZE THE AUDIENCEANALYZE THE AUDIENCEAudience analysis is essential aboutAudience analysis is essential about• who they are, who they are, • what their attitudes are, what their attitudes are, • what they need to know, what they need to know, • why they should care. why they should care. The answers to such questions indicate the sender about content, The answers to such questions indicate the sender about content, • what to cover and what to cover and • how to cover. how to cover. This analysis also consists of five aspects.This analysis also consists of five aspects.

Identify the primary audienceIdentify the primary audienceDetermine audience sizeDetermine audience sizeDetermine audience compositionDetermine audience compositionGuess your audience’s level of understandingGuess your audience’s level of understandingEstimate your audience’s probable reaction. Estimate your audience’s probable reaction.

CHOOSE THE IDEACHOOSE THE IDEA

After knowing the purpose and visualizing the receiver, After knowing the purpose and visualizing the receiver,

the sender should choose the relevant ideas to be included in the the sender should choose the relevant ideas to be included in the

message. message.

The ideas depend on the types of message and its purpose. The ideas depend on the types of message and its purpose.

After collecting / selecting all the ideas necessary for the message, After collecting / selecting all the ideas necessary for the message,

these should be arranged in a logical order or in proper sequence.these should be arranged in a logical order or in proper sequence.

INVESTIGATE NECESSARY INFORMATIONINVESTIGATE NECESSARY INFORMATIONWhen you are writing When you are writing formal long reportsformal long reports, , you will need to conduct formal research to investigate you will need to conduct formal research to investigate information information

relevant to your purpose and your audiencerelevant to your purpose and your audience. . However, many other kinds of business messages require less formal However, many other kinds of business messages require less formal • information, information, • including memos, including memos, • letters, letters, • e-mails and routine notices. e-mails and routine notices. You can collect information informally by You can collect information informally by

  Considering other’s viewpointConsidering other’s viewpointSearching through company’s files.Searching through company’s files.Chatting with related supervisors and subordinatesChatting with related supervisors and subordinatesAsking your audience for input. Asking your audience for input.

ORGANIZE THE INFORMATIONORGANIZE THE INFORMATION

After choosing the After choosing the

• ideas and ideas and

• collecting facts andcollecting facts and

• figures, figures,

the sender should organize the message in a proper way and in a the sender should organize the message in a proper way and in a

standard format because standard format because disorganized writing shows a fickle disorganized writing shows a fickle

mindmind. A disorganized message has little chance of getting the . A disorganized message has little chance of getting the

desired object or resultdesired object or result..

REVISE AND PROOFREADREVISE AND PROOFREAD

In business, one cannot afford to send In business, one cannot afford to send incomplete or defective incomplete or defective

message. Therefore message. Therefore revision, proofreading, and editing revision, proofreading, and editing are are

essential steps in planning. To make sure that the message meets essential steps in planning. To make sure that the message meets

all the requirements, it should be all the requirements, it should be revised and proofreadrevised and proofread. One has . One has

to be very careful particularly if the message is to be very careful particularly if the message is detailed and detailed and

complex.complex.

BASIC ORGANIZATIONAL PLANBASIC ORGANIZATIONAL PLAN

The expectation of the sender as the reader will respond to the communicated message The expectation of the sender as the reader will respond to the communicated message will determine which approach of delivering message to be used. Different types of will determine which approach of delivering message to be used. Different types of messages adopt different approaches and have different organizational plans.messages adopt different approaches and have different organizational plans.

  (A)(A) DIRECT / DEDUCTIVE APPROACHDIRECT / DEDUCTIVE APPROACH• Direct-request planDirect-request plan• Good-news planGood-news plan  (B)(B) INDIRECT / INDUCTIVE APPROACHINDIRECT / INDUCTIVE APPROACH• Bad-news planBad-news plan• Persuasive-request planPersuasive-request plan

(A)(A) DIRECT / DEDUCTIVE APPROACHDIRECT / DEDUCTIVE APPROACH

It is used when it is perceived that reader or listener or will have a It is used when it is perceived that reader or listener or will have a

• favorable or neutral reaction favorable or neutral reaction

to our message. to our message.

It is used in following two areas.It is used in following two areas.

  DIRECT-REQUEST PLANDIRECT-REQUEST PLANIt is used when the main purpose of message is It is used when the main purpose of message is to to

• make a request that requires less persuasionmake a request that requires less persuasion. .

The organizational plan for direct requests using this approach is commonly divided intoThe organizational plan for direct requests using this approach is commonly divided into

three parts when writing letters or memos. three parts when writing letters or memos.

(a)(a) Main idea Main idea

(b)(b) ExplanationExplanation

(c)(c) Courteous closingCourteous closing

MAIN IDEAMAIN IDEAWhen the message has taken the form of a When the message has taken the form of a direct request with a direct approach direct request with a direct approach the the

first paragraph of it must mention the first paragraph of it must mention the main idea main idea directly. The main idea may contain the directly. The main idea may contain the following material following material

A)A) It may be a It may be a request, statement, or questionrequest, statement, or question..B)B) The main idea may include The main idea may include reasons for the direct statement.reasons for the direct statement.

EXPLANATIONEXPLANATIONThis paragraph gives the explanation of the This paragraph gives the explanation of the idea or statement inserted idea or statement inserted in the first in the first

paragraph. Such an explanation may include the following points.paragraph. Such an explanation may include the following points.A)A) All the All the necessary and desirablenecessary and desirable details supporting the main idea in the first paragraph. details supporting the main idea in the first paragraph.B)B) Some numberedSome numbered question question may be included to explain the concept given above. may be included to explain the concept given above.C)C) Some easy reading devices may be written.Some easy reading devices may be written.

COURTEOUS CLOSECOURTEOUS CLOSE

This is the last part of the message carrying direct request. The close should be This is the last part of the message carrying direct request. The close should be

veryvery f friendlyriendly offering easy offering easy action with dateaction with date. . Appreciation and Appreciation and

goodwillgoodwill may also be offered to the reader. It can be summarized as may also be offered to the reader. It can be summarized as

follows:follows:

A)A) Clear statement of action desired. Specific actions may be like these:Clear statement of action desired. Specific actions may be like these:

-Take out time to fill the enclosed order form.-Take out time to fill the enclosed order form.

-We would be glad if you acknowledge the cancellation of the -We would be glad if you acknowledge the cancellation of the

order.order.

-We ask you to accept the return of the defectively bound books.-We ask you to accept the return of the defectively bound books.

B)B) Easy action for the person to act upon.Easy action for the person to act upon.

C)C) There should be a proper deadline.There should be a proper deadline.

D)D) Appreciation and goodwill may be shown.Appreciation and goodwill may be shown.

GOOD NEWS PLANGOOD NEWS PLAN

It is used to grant It is used to grant

• request, request,

• announce favorable or announce favorable or

• neutral information and neutral information and

• exchangeexchange routine informationroutine information within or between companies. within or between companies.

The structure is The structure is

(a)(a) Best news of Main idea Best news of Main idea

(b)(b) Explanation Explanation

(c)(c) Positive, friendly close.Positive, friendly close.

BEST NEWSBEST NEWS

In the direct approach letter containing In the direct approach letter containing a good news message a good news message the best the best

news should be given in the first paragraph. In other words, happy news is news should be given in the first paragraph. In other words, happy news is

given immediately on the start of the letter.given immediately on the start of the letter.

For instance the demand or complaint should be expressed here.  For instance the demand or complaint should be expressed here.  

EXPLANATIONEXPLANATION

After the good news has been given directly in the first paragraph its After the good news has been given directly in the first paragraph its

explanation is given that may have the following points:explanation is given that may have the following points:

A)A) The details of the good news are given here. If the good news is the The details of the good news are given here. If the good news is the

appointment of a candidate for a job, the Details and condition of the appointment of a candidate for a job, the Details and condition of the

appointment and amount of salary will be mentioned.appointment and amount of salary will be mentioned.B)B) The explanation will include any necessary resale material.The explanation will include any necessary resale material.C)C) It should also include educational material.It should also include educational material.D)D) This part should also include sales promotional points.This part should also include sales promotional points.

POSITIVE FRIENDLY CLOSEPOSITIVE FRIENDLY CLOSE

The last part of the good news message should be closed with a The last part of the good news message should be closed with a friendly and friendly and

positive approach.positive approach.

This part should include the following material:This part should include the following material:

A)A) There should be There should be appreciation for the receiverappreciation for the receiver..

B)B) There should be a There should be a clear-cut statement suggesting a desired action.clear-cut statement suggesting a desired action.

C)C) Action suggested should be Action suggested should be easy for the receiver to implementeasy for the receiver to implement..

D)D) The desirable The desirable action must be dated. action must be dated. If the sender wants to inform of the If the sender wants to inform of the

deadline it must be specific.deadline it must be specific.

E)E) There should be an There should be an expression to offer helpexpression to offer help to the reader. to the reader.

F)F) The close may be showing The close may be showing something of benefit or interest to the something of benefit or interest to the

readerreader..

INDIRECT / INDUCTIVE APPROACHINDIRECT / INDUCTIVE APPROACH

It is used when you expect resistance to your message. It is used in following It is used when you expect resistance to your message. It is used in following

two areas.two areas.

BAD-NEWS PLANBAD-NEWS PLAN

In this case, expected reaction is generally negative. In this case, expected reaction is generally negative.

The structure is The structure is

(a)(a) Buffer Buffer

(b)(b) ExplanationExplanation

(c)(c) DecisionDecision

(d)(d) Positive, friendly close.Positive, friendly close.

BUFFERBUFFER

In bad news communication theIn bad news communication the real information real information will not be given in the first will not be given in the first

paragraph, rather buffer will be used. paragraph, rather buffer will be used. Buffer refers to a neutral Buffer refers to a neutral

statement to start withstatement to start with. In case the sender . In case the sender wants to withdraw wants to withdraw

services services attached with the product or to attached with the product or to raise the prices of his productraise the prices of his product, ,

the buffer may be: the buffer may be:

As you know the budget of the country announced last week suggestsAs you know the budget of the country announced last week suggests

a variety of measures to bring the country out of economic crisis.a variety of measures to bring the country out of economic crisis.

  If the bad news letter is in reply of a complaint about the goods, the buffer If the bad news letter is in reply of a complaint about the goods, the buffer

statement may be this:statement may be this:

We appreciate your letter of May 2, complaint about the contents of the We appreciate your letter of May 2, complaint about the contents of the

shipment.shipment.

EXPLANATIONEXPLANATION

In the second paragraph explanation will be given prior to the decision In the second paragraph explanation will be given prior to the decision

being taken. The writer will try to confidence the reader with the being taken. The writer will try to confidence the reader with the

decision, which will follow in the next part. This part prepares the decision, which will follow in the next part. This part prepares the

reader mentally for the bad news. If the matter pertains to the reader mentally for the bad news. If the matter pertains to the

increase in product prices the justification may include government increase in product prices the justification may include government

taxes, increase in manufacturing and distribution costs.taxes, increase in manufacturing and distribution costs.

  DECISIONDECISION

After mentally preparing the reader the main idea or decision After mentally preparing the reader the main idea or decision

containing the bad news will be given. This decision may be implied containing the bad news will be given. This decision may be implied

or clearly expressed. Continuing the above example the increase in or clearly expressed. Continuing the above example the increase in

prices may be pronounced.prices may be pronounced.

POSITIVE FRIENDLY CLOSEPOSITIVE FRIENDLY CLOSE

This is last part of the bad news messages plan. The close may adopt This is last part of the bad news messages plan. The close may adopt

the following points:the following points:

A)A) Appreciation of the reader of his goods and services.Appreciation of the reader of his goods and services.

B)B) Invitation to some future action.Invitation to some future action.

C)C) Mention of the desired action in the interest of the reader.Mention of the desired action in the interest of the reader.

D)D) Easy action such as self addressed stamped card enclosed or Easy action such as self addressed stamped card enclosed or

mentioning telephone number into the last paragraph.mentioning telephone number into the last paragraph.

E)E) Willingness to help further or some guiding information.Willingness to help further or some guiding information.

F)F) Reader’s benefit materials or information.Reader’s benefit materials or information.

PERSUASIVE-REQUEST PLANPERSUASIVE-REQUEST PLAN

Reader generally resist in this case. This type of approach and plan is Reader generally resist in this case. This type of approach and plan is

only used for sales letters, which is quite difficult that is normally only used for sales letters, which is quite difficult that is normally

called AIDA. . It is so because the sales letter carried only one party called AIDA. . It is so because the sales letter carried only one party

interest, while other letters have two party interests The structure is interest, while other letters have two party interests The structure is

(a) Attention (a) Attention

(b) Interest (b) Interest

(c) Desire (c) Desire

(d) Action. (d) Action.   

  ATTENTIONATTENTION

The first paragraph of a sales letter must be attention drawing of the The first paragraph of a sales letter must be attention drawing of the

reader. This objective can be achieved by adopting one of the reader. This objective can be achieved by adopting one of the

following approaches.following approaches.

A)A) Some event may be mentioned in few lines.Some event may be mentioned in few lines.

B)B) A short story may be related.A short story may be related.

C)C) Some statistics may be given.Some statistics may be given.

D)D) Some quotations by an important person may by mention.Some quotations by an important person may by mention.

INTEREST INTEREST

In the second paragraph such material should be inserted that may create In the second paragraph such material should be inserted that may create

interest in the reader. To achieve this purpose the following interest in the reader. To achieve this purpose the following

approaches may be used.approaches may be used.

A)A) Detailed description of special qualities of the goods and services.Detailed description of special qualities of the goods and services.

B)B) Some psychological appeal. Appeals may be used to add to the flavor.Some psychological appeal. Appeals may be used to add to the flavor.

  

DESIREDESIRE

This part calls for inclusion of such materials that stimulates desire in the This part calls for inclusion of such materials that stimulates desire in the

reader. For this purpose a statement of request of request may be reader. For this purpose a statement of request of request may be

given or some connection material may be included.given or some connection material may be included.

ACTIONACTION

This closing paragraph should be action bringing. Desired action This closing paragraph should be action bringing. Desired action

should be made easy. Special inducement/encouragement may be should be made easy. Special inducement/encouragement may be

given. What the writer wants should be clearly specified. Dated given. What the writer wants should be clearly specified. Dated

action should be preferred.action should be preferred.

To bring the reader to action, he may be invited to visit the point of To bring the reader to action, he may be invited to visit the point of

sale. He may be asked to fill in the attached card and mail it to the sale. He may be asked to fill in the attached card and mail it to the

company. Or he may be requested to dial the number given here company. Or he may be requested to dial the number given here

for getting more information.for getting more information.

SIGNIFICANCE OF OPENINGSIGNIFICANCE OF OPENING

Opening of a letter is very important because you may have heard the Opening of a letter is very important because you may have heard the

old saying “First impression is the last impression” or “First old saying “First impression is the last impression” or “First

impressions are lasting”. The opening may determine the reader impressions are lasting”. The opening may determine the reader

continues reading or puts the message aside for later study, or continues reading or puts the message aside for later study, or

discards it. Always try to place the main favorable idea at the discards it. Always try to place the main favorable idea at the

beginning. So as to capture reader’s attention, the first paragraph beginning. So as to capture reader’s attention, the first paragraph

should preferably:should preferably:

• Be reader centeredBe reader centered

• Make a favorable impression, andMake a favorable impression, and

• Orient the reader to the subject and purpose of the message.Orient the reader to the subject and purpose of the message.

  

SIGNIFICANCE OF CLOSINGSIGNIFICANCE OF CLOSING

The closing plays an important role because you may also have heard The closing plays an important role because you may also have heard

saying “the last impression is pasting impression” and “we saying “the last impression is pasting impression” and “we

remember best what we read last”. The closing is also important in remember best what we read last”. The closing is also important in

motivating the reader to act as desired provided it is appropriately motivating the reader to act as desired provided it is appropriately

strong, clear and polite. Here you have the opportunity to focus on strong, clear and polite. Here you have the opportunity to focus on

desired action and leave a sense of goodwill with the reader. The desired action and leave a sense of goodwill with the reader. The

last paragraph should preferably:last paragraph should preferably:

• Be strong, clear and polite.Be strong, clear and polite.

• Reinforce the central purpose of your message.Reinforce the central purpose of your message.

GUIDELINES FOR OPENINGGUIDELINES FOR OPENING

There are some guidelines, which are helpful to good opening:There are some guidelines, which are helpful to good opening:

• Choose appropriate beginning keeping in view message Choose appropriate beginning keeping in view message

purpose and target audiencepurpose and target audience..

• Main idea or good-news first Main idea or good-news first for direct request, routine for direct request, routine

information, neutral and good news messages.information, neutral and good news messages.

• Buffer first Buffer first for bad news messages.for bad news messages.

• Attention getting statement first Attention getting statement first for persuasive requests by for persuasive requests by

following the principle of AIDA.following the principle of AIDA.

Be considerate, courteous, concise and clear.Be considerate, courteous, concise and clear.• Get reader into openingGet reader into opening

• Keep first paragraph short and simpleKeep first paragraph short and simple

• Focus on reader and positive aspects of the messageFocus on reader and positive aspects of the message

• Use courteous, conversational language and friendly toneUse courteous, conversational language and friendly tone

• Avoid unnecessary repetition of what the reader has told youAvoid unnecessary repetition of what the reader has told you

Check for completeness…. A rule to winCheck for completeness…. A rule to win

Avoid opening with incomplete sentenceAvoid opening with incomplete sentence

Mention date of letter you are answering\Mention date of letter you are answering\

Avoid beginning with we or I attitude, prefer You-attitude.Avoid beginning with we or I attitude, prefer You-attitude.

For example, We-attitude: We can offer the following terms.For example, We-attitude: We can offer the following terms.

You-attitude: You are entitled to the following terms.You-attitude: You are entitled to the following terms.

Avoid participle expressionsAvoid participle expressions For examplesFor examples

Referring to your order of May 19….Referring to your order of May 19….Replying to your letter….Replying to your letter….These expressions are worn-out through over-use.These expressions are worn-out through over-use.

RevisedRevisedYour order for flowers will be shipped….Your order for flowers will be shipped….You will be glad to know that a new supply of….You will be glad to know that a new supply of….

GUIDELINES FOR CLOSINGGUIDELINES FOR CLOSING  There are some suggestions for good and effective closing are as There are some suggestions for good and effective closing are as

follows:follows:  Make your action request clear and complete with the five W’s Make your action request clear and complete with the five W’s

and the H should be properly responded.and the H should be properly responded.

What and Who: What and Who: Clearly state that what action you desire and who Clearly state that what action you desire and who should do it.should do it.

How and Where:How and Where: Use these for giving direction and making action Use these for giving direction and making action easy etc. by giving phone number.easy etc. by giving phone number.

When: When: Mention date of the action or deadline.Mention date of the action or deadline.

Why: Why: Give reason and target the reader to show reader’s benefits.Give reason and target the reader to show reader’s benefits.

Closing the door on a positive, courteous note.Closing the door on a positive, courteous note.Closing note should be positive or pleasant.Closing note should be positive or pleasant.Don’t Include any apologies and negative situation before the last Don’t Include any apologies and negative situation before the last

paragraph because negative ending weakens your presentation.paragraph because negative ending weakens your presentation.

Be friendly to enhance the goodwill of the firm, and to improve the Be friendly to enhance the goodwill of the firm, and to improve the opportunities of getting desired response.opportunities of getting desired response.

Show appreciation but do not thank in advance because it is Show appreciation but do not thank in advance because it is unnecessary and illogical.unnecessary and illogical.

For example: For example: We would like to thank in advance if you consider our proposal.We would like to thank in advance if you consider our proposal.On certain occasions, use personal note when unrelated matter On certain occasions, use personal note when unrelated matter

discussed in the message.discussed in the message.

Keep the last paragraph correct and concise.Keep the last paragraph correct and concise.Avoid trite or obsolete or hackneyed or outdated or worn-out terms etc. Avoid trite or obsolete or hackneyed or outdated or worn-out terms etc.

herewith, as soon as possible, I remain, obediently, thanking you.herewith, as soon as possible, I remain, obediently, thanking you. These These expressions do not leave pleasant impression.expressions do not leave pleasant impression.

For example, For example, Will you please tell us what to do?Will you please tell us what to do?What do you think about this matter?What do you think about this matter?

Use relatively short and complete sentences.Use relatively short and complete sentences.  Finally, the last sentence of a letter must take an opportunity to put your point Finally, the last sentence of a letter must take an opportunity to put your point

across courteously. The following list will give the reader fruitful ideas.across courteously. The following list will give the reader fruitful ideas.  

This method of shipping will be safe, we are sure….This method of shipping will be safe, we are sure….Anything you could do, will much appreciated….Anything you could do, will much appreciated….Will you send us your catalogue….Will you send us your catalogue….Please acknowledge receipt of this contract….Please acknowledge receipt of this contract….Please permit us to cancel this order….Please permit us to cancel this order….Please sign this paper and return it with….Please sign this paper and return it with….May we have your reply before Feb 9….May we have your reply before Feb 9….

  

BUSINESS WRITING PRINCIPLES BUSINESS WRITING PRINCIPLES   In business writing particularly in a business letter, the language must In business writing particularly in a business letter, the language must

be correct, the tone must be courteous, the sentence must be be correct, the tone must be courteous, the sentence must be cohesive, the matter must be complete and overall impression must cohesive, the matter must be complete and overall impression must be of confidence, sincerity and integrity.be of confidence, sincerity and integrity.

  For this purpose some authors have devised certain writing principles. For this purpose some authors have devised certain writing principles. As all these principles begin with “C” and are seven in numbers As all these principles begin with “C” and are seven in numbers these are known as 7 C’s principles. These principles are as follow.these are known as 7 C’s principles. These principles are as follow.

• CompletenessCompleteness• ConcisenessConciseness• ConsiderationConsideration• ConcretenessConcreteness• ClarityClarity• CourtesyCourtesy• CorrectnessCorrectness

COMPLETENESSCOMPLETENESS

Business message is complete when it contains Business message is complete when it contains

• all facts the reader or listener needs for the reaction you desire. all facts the reader or listener needs for the reaction you desire.

The sender must know the The sender must know the • receiver’s background, receiver’s background, • viewpoint, viewpoint, • need, need, • attitude and emotionattitude and emotion• to determine the sort of information to include in the message.to determine the sort of information to include in the message.

•   Incomplete messages are never effective;Incomplete messages are never effective;

The sender should keep following guidelines in mind.The sender should keep following guidelines in mind.

  Provide all necessary information:Provide all necessary information:

Make sure to answer, what, when, where, who, why and other essentials such as Make sure to answer, what, when, where, who, why and other essentials such as

how. This is useful when one writes request, announcement and other how. This is useful when one writes request, announcement and other

informative messages.informative messages.

  

COMPLETENESSCOMPLETENESS  For ExampleFor Example: While placing an order the sender should make it clear.: While placing an order the sender should make it clear.

““What”What” he wants, he wants, “When”“When” he wants it, he wants it, “To whom”“To whom” & &

““Where” Where” it is to be sent, it is to be sent, “How” “How” Payment will be madePayment will be made

    Answer all questions asked in a serial order. (Stated or implied)Answer all questions asked in a serial order. (Stated or implied)

  Give something extra, when desirable: Give something extra, when desirable: Sometimes you must give more Sometimes you must give more

than questions when the question may be inadequate.than questions when the question may be inadequate.

  For Example: Here is one incomplete question.For Example: Here is one incomplete question.

““Please reply me in return about the departures from Karachi to Please reply me in return about the departures from Karachi to

Washington on the 19Washington on the 19thth””

When you are going to reply above question you would have to “give something When you are going to reply above question you would have to “give something

extra” like times of day, airlines flying that route, costs, and departure & extra” like times of day, airlines flying that route, costs, and departure &

arrival times.arrival times.

CONCRETENESSCONCRETENESSIn business the writing should be specific, In business the writing should be specific, definite, definite, vivid and not vague or unambiguous. vivid and not vague or unambiguous. Concreteness in writing is essential to achieve clarity.Concreteness in writing is essential to achieve clarity. A vague and general message is sure to mislead the reader and cause miscommunication. A vague and general message is sure to mislead the reader and cause miscommunication. Concrete messages are more richly textured then general or vague messages. Concrete messages are more richly textured then general or vague messages. The following guidelines are helpful to write concretely.The following guidelines are helpful to write concretely.  Use specific facts and figures: Use specific facts and figures: It can be developed by using two types of wordsIt can be developed by using two types of words Abstract wordsAbstract words; ; expresses concept, quality, and characteristics.expresses concept, quality, and characteristics.Concrete wordsConcrete words;; express something tangible. express something tangible. Abstract permit you to rise above the common and tangible Abstract permit you to rise above the common and tangible blend abstract terms with concrete blend abstract terms with concrete

termsterms. Open with abstract (concept) and close it with concrete terms. . Open with abstract (concept) and close it with concrete terms. Abstract wordsAbstract words Concrete wordsConcrete wordsSmallSmall only 25 inchesonly 25 inchesNumerousNumerous 1000 in numbers1000 in numbersSizable lossSizable loss loss of 22 millionloss of 22 millionNearNear at a distance of 2 feetat a distance of 2 feetSoonSoon within 2 dayswithin 2 daysGoodGood First positionFirst position  

For example: For example:

Vague/Unclear or general: Vague/Unclear or general: Please send your cheque in full as soon as possible.Please send your cheque in full as soon as possible.ConcreteConcrete: Please send your cheque for Rs. 15,000 on or before may 19.: Please send your cheque for Rs. 15,000 on or before may 19.  

Put action in your verbs: Put action in your verbs: Verbs can activate other words and help to make your Verbs can activate other words and help to make your sentences alive, stronger. That can be done by (1) Use active voice rather than passive sentences alive, stronger. That can be done by (1) Use active voice rather than passive voice because active sentences are stronger than passive ones. (2) Put action in your voice because active sentences are stronger than passive ones. (2) Put action in your verbs rather than in nouns.verbs rather than in nouns.

For example, For example, Passive:Passive: An account was opened by him. An account was opened by him. Action:Action: He opened an account. He opened an account.

   Noun form:Noun form: Mr. Moiz will give consideration to the proposal. Mr. Moiz will give consideration to the proposal.

Action form:Action form: Mr. Moiz will consider the proposal. Mr. Moiz will consider the proposal.  Choose vivid, image-building words: Choose vivid, image-building words: Vivid language often expresses an impressive idea.Vivid language often expresses an impressive idea.  For example,For example,Weak/Bland image:Weak/Bland image: This is a long letter. This is a long letter.Bright/Vivid image:Bright/Vivid image: This letter is three times as long as you said it would be. This letter is three times as long as you said it would be.  Dull image:Dull image: Her work in groups was exemplary. Her work in groups was exemplary.Vivid image:Vivid image: She could be called “The spark plug of the group” She could be called “The spark plug of the group”

CONCISENESSCONCISENESS

It means that the message should be as brief as possible. Conciseness It means that the message should be as brief as possible. Conciseness

is saying what you have to say in the fewest possible words without is saying what you have to say in the fewest possible words without

sacrificing the other C qualities. A concise message is complete sacrificing the other C qualities. A concise message is complete

without being wordy. A concise message saves time and expense without being wordy. A concise message saves time and expense

for both sender and receiver. Conciseness makes the message for both sender and receiver. Conciseness makes the message

more understandable and comprehensible. To achieve conciseness more understandable and comprehensible. To achieve conciseness

the following guidelines will help you.the following guidelines will help you.

Eliminate wordy expressions.Eliminate wordy expressions.  Wordy PhrasesWordy Phrases ConciseConciseFor the sum ofFor the sum of for forIn the event thatIn the event that if ifOn the occasion of On the occasion of on on

For example, For example, WWordy:ordy: There are four rules that should be observed. There are four rules that should be observed.Concise:Concise: Four rules should be observed. Four rules should be observed.  Wordy:Wordy: He bought tables that are of the executive type. He bought tables that are of the executive type.ConciseConcise: He bought executive type tables.: He bought executive type tables.

Avoid unnecessary repetitions Avoid unnecessary repetitions

Repeating MeaningsRepeating Meanings Avoid RepetitionAvoid Repetitionabsolutely completeabsolutely complete completecompletebasic fundamentalsbasic fundamentals fundamentalsfundamentalsfollows afterfollows after followsfollows

For example, For example, Repeated:Repeated: Would you please repeat it, again? Would you please repeat it, again?Concise:Concise: Would you please repeat it? Would you please repeat it?

Repeated: Repeated: She has not never been to Sea side.She has not never been to Sea side. Concise: Concise: She has never been to Sea side.She has never been to Sea side.

Include only relevant material: Include only relevant material: In business writing less in more, spare is fair and lean is keen.In business writing less in more, spare is fair and lean is keen.For example, For example, Wordy: Wordy: We hereby wish to let you know that our company is pleased We hereby wish to let you know that our company is pleased

with the confidence you have reposed in us.with the confidence you have reposed in us.Concise:Concise: We appreciate your confidence. We appreciate your confidence.

CONSIDERATIONCONSIDERATION

In this process, the receiver is the most important person. In this process, the receiver is the most important person.

Therefore, sender needs to be aware of receiver’s Therefore, sender needs to be aware of receiver’s

• desires, desires,

• problems, problems,

• circumstances, circumstances,

• emotions, and probable reactions to your request. emotions, and probable reactions to your request.

This thoughtful consideration is also called “You-attitude”, sympathy, the mum This thoughtful consideration is also called “You-attitude”, sympathy, the mum

and touch, and understanding of human nature. These specific ways and touch, and understanding of human nature. These specific ways

indicate consideration.indicate consideration.  

  Focus on “You” instead of “I” or “We”.Focus on “You” instead of “I” or “We”.For example,For example, We –attitude:We –attitude: We offer the printer cartridges in 4 colours.\ We offer the printer cartridges in 4 colours.\You-attitudeYou-attitude: You can select the printer cartridges in 4 colours.: You can select the printer cartridges in 4 colours.  

Show benefits or interests of the reader: Show benefits or interests of the reader: Try to personalize the reader’s benefits instead of stating them in a general Try to personalize the reader’s benefits instead of stating them in a general

way.way.

Emphasize positive and pleasant facts: Emphasize positive and pleasant facts: Pleasant & positive facts should be at the beginning but bad information should Pleasant & positive facts should be at the beginning but bad information should

be given in roundabout way and after preparing ground. be given in roundabout way and after preparing ground.   

For example, For example, Unpleasant:Unpleasant: We don’t’ refund if the returned item is soiled and unsalable. We don’t’ refund if the returned item is soiled and unsalable.Pleasant: Pleasant: We refund if the returned item is clean and saleable. We refund if the returned item is clean and saleable.

  STANDARD PARTS OF THE LETTERSTANDARD PARTS OF THE LETTER

Letter Head / Return Address: Letter Head / Return Address: If there is a letterhead then it is not If there is a letterhead then it is not

required to write return address manually. Otherwise it is required to required to write return address manually. Otherwise it is required to

have company’s name (but not individual’s name), address and have company’s name (but not individual’s name), address and

optionally, phone number and an email address of the sender optionally, phone number and an email address of the sender

written at the top of the letter or in the end after closing signature.written at the top of the letter or in the end after closing signature.

  

Date: Date: It is usually written two to six lines below the letterhead. Three It is usually written two to six lines below the letterhead. Three

lines are standard. Be very sure about the acceptable format of the lines are standard. Be very sure about the acceptable format of the

date.date.

Inside Address: Inside Address: It includes the name and address of the individual or group to It includes the name and address of the individual or group to

whom you are writing, three to eight lines below the last component you whom you are writing, three to eight lines below the last component you

typed. Four lines are standard. It should be left justified, no matter which typed. Four lines are standard. It should be left justified, no matter which

format you are using. format you are using.   It should begin with the addressee’s name preceded It should begin with the addressee’s name preceded

by a courtesy and or professional title.by a courtesy and or professional title.

  Order of items is Order of items is

(1)(1) Courtesy title (Mr., Ms., Dr.) Courtesy title (Mr., Ms., Dr.)

(2)(2) (2) Name (2) Name

(3)(3) (3) Executive/ Professional title (President, Manager)(3) Executive/ Professional title (President, Manager)

  For eg:For eg: Mr. ABC, Assistant General ManagerMr. ABC, Assistant General Manager

XYZ Department, 123 Corporation,XYZ Department, 123 Corporation,

H-22, Building # 4, I.I. Chundrigar Road, Karachi.H-22, Building # 4, I.I. Chundrigar Road, Karachi.

Salutation:Salutation:It is typed on the second line below the inside address and two lines It is typed on the second line below the inside address and two lines

above the body of the letter. Type Mr. or Ms. [Last Name] to show respect, above the body of the letter. Type Mr. or Ms. [Last Name] to show respect,

but don’t guess spelling or gender. Some common salutations are;but don’t guess spelling or gender. Some common salutations are;

Ladies:Ladies:

Gentlemen:Gentlemen:

Dear Sir:Dear Sir:

Dear Sir or Madam:Dear Sir or Madam:

Dear [Full Name]:Dear [Full Name]:

To Whom it May Concern:To Whom it May Concern:

Body:Body: Most letters are typed single-spaced, with two spaces between Most letters are typed single-spaced, with two spaces between

paragraphs. The body includes the message you want to send. Here you paragraphs. The body includes the message you want to send. Here you

should take care of the following:should take care of the following:

1 -1 - Organize the message.Organize the message.

2 -2 - Be careful in making first and last paragraph which should be Be careful in making first and last paragraph which should be

short.short.

3 -3 - Accomplish such qualities as correctness, clarity, confidence, Accomplish such qualities as correctness, clarity, confidence,

conversational tone, completeness, courtesy, conciseness, concreteness, conversational tone, completeness, courtesy, conciseness, concreteness,

and consideration.and consideration.

Complimentary Close: Complimentary Close: What you type here depends on the tone and degree What you type here depends on the tone and degree

of formality. It is one line below the closing paragraph of the body. For of formality. It is one line below the closing paragraph of the body. For

example,example,

Respectfully yours (very formal)Respectfully yours (very formal)

Sincerely (typical, less formal)Sincerely (typical, less formal)

Very truly yours (polite, neutral)Very truly yours (polite, neutral)

Cordially yours (friendly, informal)Cordially yours (friendly, informal)

  

Signature Block: Signature Block: It should be three to five lines below the complimentary close It should be three to five lines below the complimentary close

and is pen-written. Generally for signature, four blank lines after the and is pen-written. Generally for signature, four blank lines after the

Complimentary CloseComplimentary Close are left. The name of sender is written above which are left. The name of sender is written above which

signature is placed. Title is optional depending on relevancy and degree of signature is placed. Title is optional depending on relevancy and degree of

formality. formality.

Examples areExamples are

John Doe, ManagerJohn Doe, Manager

P. Smith Director, Technical SupportP. Smith Director, Technical Support

R.T. Jones – Sr. Field EngineerR.T. Jones – Sr. Field Engineer

OPTIONAL PARTS OF THE LETTEROPTIONAL PARTS OF THE LETTER  Reference Line: Reference Line: If the recipient specifically requests information, such as a If the recipient specifically requests information, such as a

job reference or invoice number, type it on one or two lines, immediately job reference or invoice number, type it on one or two lines, immediately below the below the DateDate. If you’re replying to a letter, refer to it here. For example,. If you’re replying to a letter, refer to it here. For example,

  Re:Re: Job # 625-01Job # 625-01Re:Re: Your letter dated 1/1/200x.Your letter dated 1/1/200x.  Special Mailing Notations: Special Mailing Notations: Type in all uppercase characters, if appropriate. It Type in all uppercase characters, if appropriate. It

may be typed double space below the date line and at least double space may be typed double space below the date line and at least double space before the inside address. Otherwise it can be placed double space at the before the inside address. Otherwise it can be placed double space at the bottom of the page. Examples includebottom of the page. Examples include

  SPECIAL DELIVERYSPECIAL DELIVERYCERTIFIED MAILCERTIFIED MAILAIRMAILAIRMAIL  

On-Arrival Notations: On-Arrival Notations: Type in all uppercase characters, if appropriate. You Type in all uppercase characters, if appropriate. You might want to include a notation on private correspondence, such as a might want to include a notation on private correspondence, such as a resignation letter.resignation letter. Examples are Examples are

  PERSONALPERSONALCONFIDENTIALCONFIDENTIAL  Attention Line: Attention Line: It is used when you want to direct your letter to a specific It is used when you want to direct your letter to a specific

person / department. If you type the person’s name in the person / department. If you type the person’s name in the Inside AddressInside Address, , skip this. For example:skip this. For example:

  Attention:Attention: Ms. ABCMs. ABC

Subject Line:Subject Line: It contains the gist of the letter in all uppercase characters, It contains the gist of the letter in all uppercase characters,

either flush left or centered. Be concise on one line. If you type a either flush left or centered. Be concise on one line. If you type a Reference Reference

Line,Line, consider if you really need this line. It helps reader at a glance to consider if you really need this line. It helps reader at a glance to

identify message of the letter.identify message of the letter.

SUBJECT: RESIGNATIONSUBJECT: RESIGNATION

LETTER OF REFERENCELETTER OF REFERENCE

RE: JOB INQUIRYRE: JOB INQUIRY

  Identification Initials: Identification Initials: If someone typed the letter for you, he or she would If someone typed the letter for you, he or she would

typically include three of your initials in all uppercase characters, then two of typically include three of your initials in all uppercase characters, then two of

his or hers in all lowercase characters. If you typed your own letter, just skip it his or hers in all lowercase characters. If you typed your own letter, just skip it

since your name is already in the since your name is already in the Signature Block. Signature Block. Common styles are Common styles are

below.below.

JAD/cmJAD/cm

JAD:cmJAD:cm

clmclm

Enclosure Notation:Enclosure Notation: This line tells the reader to look in the envelope for This line tells the reader to look in the envelope for

more. Type the singular for only one enclosure, plural for more. If you don’t more. Type the singular for only one enclosure, plural for more. If you don’t

enclose anything, skip it. It is usually typed a single or double space after enclose anything, skip it. It is usually typed a single or double space after

the signature. Common styles are below.the signature. Common styles are below.

Enclosure Enclosure

Enclosures: 3Enclosures: 3

Enclosures (3)Enclosures (3)

CC: CC: Stands for Stands for courtesy copies courtesy copies (formerly (formerly carbon copiescarbon copies). List the names of ). List the names of

people to whom you distribute copies, in alphabetical order. If addresses people to whom you distribute copies, in alphabetical order. If addresses

would be useful to the recipient of the letter, include them. If you don’t copy would be useful to the recipient of the letter, include them. If you don’t copy

your letter to anyone, skip it.your letter to anyone, skip it.

  

Postscript: Postscript: To emphasize a point already in your letter or to include a brief To emphasize a point already in your letter or to include a brief

personal message unrelated to letter, a postscript may be added (“PS:”, personal message unrelated to letter, a postscript may be added (“PS:”,

“P.S.” or “PS”) at the end of the page“P.S.” or “PS”) at the end of the page

LEGAL ASPECTS OR ISSUES OF BUSINESS COMMUNICATIONLEGAL ASPECTS OR ISSUES OF BUSINESS COMMUNICATION

There is a great truth in the saying that There is a great truth in the saying that ““The wounds caused by words are The wounds caused by words are

deeper than the wounds caused by swords.”deeper than the wounds caused by swords.” In Business Communication In Business Communication

one uses to inform, to promote goodwill, to persuade. In short, words are used one uses to inform, to promote goodwill, to persuade. In short, words are used

to achieve desired results or positive outcomes.to achieve desired results or positive outcomes.

  

A business communicator promotes his business interest through appropriate A business communicator promotes his business interest through appropriate

business message. He has to show integrity, sincerity, and enthusiasm. While business message. He has to show integrity, sincerity, and enthusiasm. While

doing it, one must not exceed the limit of the law. Because doing it, one must not exceed the limit of the law. Because "Ignorance of law "Ignorance of law

is no excuse"is no excuse". In every country and society there are laws regarding business . In every country and society there are laws regarding business

activities. A business communicator must take care not to get involved in legal activities. A business communicator must take care not to get involved in legal

complications.complications.

  

  

Knowledge of the following legal aspects is helpful for both the sender and Knowledge of the following legal aspects is helpful for both the sender and

receiver of a business message.receiver of a business message.

  

1 -1 - DefamationDefamation

2 -2 - Invasion of privacyInvasion of privacy

3 -3 - Misrepresentation and FraudMisrepresentation and Fraud

4 -4 - Laws regarding employment, credit and collectionLaws regarding employment, credit and collection

5 -5 - Other areas of caution.Other areas of caution.

INVASION OF PRIVACYINVASION OF PRIVACYInvasion of Privacy may be defined as,Invasion of Privacy may be defined as,

"The uncontested, unprivileged, or unreasonable intrusion into the private life of "The uncontested, unprivileged, or unreasonable intrusion into the private life of

an individual is called invasion of privacy." an individual is called invasion of privacy."

Invasion of privacy may take place without publication. Invasion of privacy is Invasion of privacy may take place without publication. Invasion of privacy is

trespass which is any injury to another person or property.trespass which is any injury to another person or property.

  

This section discusses an employee’s personal disabilities, personal identity This section discusses an employee’s personal disabilities, personal identity

and private facts, and personal records, reports, letters, and electronic data.and private facts, and personal records, reports, letters, and electronic data.

An employee personal disability:An employee personal disability: An employee must deal with private An employee must deal with private

health matters, he must keep that information private, measuring the health health matters, he must keep that information private, measuring the health

issues against the job requirement.issues against the job requirement.

An employee’s personal identity and private facts:An employee’s personal identity and private facts: You cannot use a You cannot use a

person’s name, photograph, or other identification for commercial benefit person’s name, photograph, or other identification for commercial benefit

without permission. Furthermore, the personal information customers give without permission. Furthermore, the personal information customers give

when applying for credit (insurance, jobs etc.) should be kept confidential.when applying for credit (insurance, jobs etc.) should be kept confidential.

An employee’s Records, Reports, letters, and Electronic Data:An employee’s Records, Reports, letters, and Electronic Data: An An

employee’s right to privacy will be violated if private records, reports, letters, employee’s right to privacy will be violated if private records, reports, letters,

and more recently, electronic mail are read by persons not entitled to and more recently, electronic mail are read by persons not entitled to

examine them.examine them.

MISREPRESENTATIONMISREPRESENTATIONMisrepresentation is a communication not in accordance with the facts. It Misrepresentation is a communication not in accordance with the facts. It

has following main points:has following main points:

  

Innocent Misrepresentation: Innocent Misrepresentation: Innocent misrepresentation is a Innocent misrepresentation is a

communication not in accordance with the facts which the communicator communication not in accordance with the facts which the communicator

thinks or merely assumes as true.thinks or merely assumes as true.

  

Fraudulent Misrepresentation:Fraudulent Misrepresentation: A fraudulent misrepresentation occurs A fraudulent misrepresentation occurs

when the communicator knows the representation is not true and the person when the communicator knows the representation is not true and the person

to whom it was made relies on it to his or her disadvantage.to whom it was made relies on it to his or her disadvantage.

FRAUDFRAUDFraud ordinarily means an act of deceiving or cheating someone taking material Fraud ordinarily means an act of deceiving or cheating someone taking material

advantage by unfair means. Fraud may be defined as:advantage by unfair means. Fraud may be defined as:

““Intentional misrepresentation of material fact by one party to the contract, Intentional misrepresentation of material fact by one party to the contract, which is relied upon by the second party which causes his injury."which is relied upon by the second party which causes his injury."

  The elements of fraud are:The elements of fraud are:(i)(i) False representation of fact. (Done intentionally)False representation of fact. (Done intentionally)(ii)(ii) Intent that the deceived person act thereon.Intent that the deceived person act thereon.(iii)(iii) Knowledge that such statements would naturally deceive.Knowledge that such statements would naturally deceive.(iv)(iv) The deceived person actually suffers loss.The deceived person actually suffers loss.(v)(v) Hiding a defect, creating false impression by silence is also considered an Hiding a defect, creating false impression by silence is also considered an

act of fraud.act of fraud.  To avoid the elements of Fraud, a business communication must take extra To avoid the elements of Fraud, a business communication must take extra

care particularly in sending sales messages. One should not make boastful care particularly in sending sales messages. One should not make boastful or tall claims.or tall claims.

SALES LETTER SALES LETTER A sales letter is a sales talk. It is an efficient and convenient means of securing A sales letter is a sales talk. It is an efficient and convenient means of securing

business. A sales letter acts as a salesman. It is different from personal business. A sales letter acts as a salesman. It is different from personal

selling in that a salesman speaks the words while in the letter the words are selling in that a salesman speaks the words while in the letter the words are

written and read. It is also different from advertising in that advertising is written and read. It is also different from advertising in that advertising is

addressed to a whole group of prospective customers, while a sales letter is addressed to a whole group of prospective customers, while a sales letter is

tailor-made to individuals needs and nature. Sales letters provide an tailor-made to individuals needs and nature. Sales letters provide an

economic means of selling goods and services, but they are time economic means of selling goods and services, but they are time

consuming. Unsolicited sales letters fall in the category of “persuasive consuming. Unsolicited sales letters fall in the category of “persuasive

requests”.requests”.

FUNCTIONS OF SALES LETTERS FUNCTIONS OF SALES LETTERS There are four functions of a Sales Letter which are as follows:There are four functions of a Sales Letter which are as follows:

1.1. It attracts attention It attracts attention AA2.2. It arouses interestIt arouses interest I I3.3. It creates desire It creates desire DD4.4. It induces action It induces action AA

    AIDAAIDAAIDA stands for attention, interest, desire and action. A sales letter performing AIDA stands for attention, interest, desire and action. A sales letter performing

these functions is able to create desired results and effects.these functions is able to create desired results and effects.  AttentionAttentionThe first paragraph of the letter should be attention – catching. To achieve it the The first paragraph of the letter should be attention – catching. To achieve it the

following approaches may be applied.following approaches may be applied.  Opening with story or eventOpening with story or event• Some beautiful quotation or anecdoteSome beautiful quotation or anecdote• Status appeal openingStatus appeal opening• Significant and concrete factsSignificant and concrete facts• Question openingQuestion opening• Mentioning prizesMentioning prizesCaution: Caution: Avoid misleading gimmicks, grotesques claims, and overblown Avoid misleading gimmicks, grotesques claims, and overblown

language, vulgarity, and puffing.language, vulgarity, and puffing.

INTERESTINTERESTInterest for the product may be stimulated in the second paragraph. To temp Interest for the product may be stimulated in the second paragraph. To temp

the prospect you should: the prospect you should:

To tell him of the benefits he will derive from the product. Also convince him To tell him of the benefits he will derive from the product. Also convince him

that money spent on the product will be less than the satisfaction derived that money spent on the product will be less than the satisfaction derived

from it, and from it, and

Explain the reasons why they should buy. Furthermore, for expensive articles Explain the reasons why they should buy. Furthermore, for expensive articles

you can excite dealers and manufacturers by explaining:you can excite dealers and manufacturers by explaining:

• How and why your product will earn them a profit.How and why your product will earn them a profit.

• How and why the product will make their job easy, andHow and why the product will make their job easy, and

• How and why the product will make their job more efficient.How and why the product will make their job more efficient.

  For final customers and consumers you should emphasize functions, For final customers and consumers you should emphasize functions,

economy, characteristics, service, and emotional appeals. You should apply economy, characteristics, service, and emotional appeals. You should apply

rational appeals to dealers and rational and emotional appeals to final rational appeals to dealers and rational and emotional appeals to final

consumers.consumers.

Desire, ConvictionDesire, ConvictionStimulate desire in the third paragraph. You may use one or more of the Stimulate desire in the third paragraph. You may use one or more of the

following approaches.following approaches.• Free trial offer Free trial offer • Money back guaranteeMoney back guarantee• Performance testsPerformance tests• Samples free of costSamples free of cost• Guarantee Guarantee • Price informationPrice information• Evidences (Names of satisfied customers)Evidences (Names of satisfied customers)  ActionActionThe last paragraph should motivate the reader to come in action. You may The last paragraph should motivate the reader to come in action. You may

accomplish it by:accomplish it by:• Offering giftsOffering gifts• Setting a deadlineSetting a deadline• Limiting the offerLimiting the offer• Offering competition and prizesOffering competition and prizes• Making a moral pleaMaking a moral plea• Accepting payment by check or credit cardAccepting payment by check or credit card• Enclosing postage-free mail cardEnclosing postage-free mail card

USES OF SALES LETTERSUSES OF SALES LETTERS

There are five principle uses of sales letters which are as follows:There are five principle uses of sales letters which are as follows:

• To sell by mailTo sell by mail

• To produce sales inquiriesTo produce sales inquiries

• To follow up sales inquiriesTo follow up sales inquiries

• To induce people to visit the shopTo induce people to visit the shop

• To build goodwillTo build goodwill

•   

TO SELL BY MAILTO SELL BY MAIL

Sales letters are not only written to invite the correspondent to visit your shop Sales letters are not only written to invite the correspondent to visit your shop

and buy your products but also they are written to sell by mail. There are and buy your products but also they are written to sell by mail. There are

huge and giant mail order houses in Europe and America which sell goods huge and giant mail order houses in Europe and America which sell goods

worth billions of dollars a year. The goods sold by mail include books, worth billions of dollars a year. The goods sold by mail include books,

magazines, furniture, rugs, clothing, etc.magazines, furniture, rugs, clothing, etc.

  

  

TO PRODUCE SALES ENQUIRIESTO PRODUCE SALES ENQUIRIES

In sales letters all details about the product are not written. They are confined to In sales letters all details about the product are not written. They are confined to

solicit inquiries which may be followed by letters, phones or personal calls.solicit inquiries which may be followed by letters, phones or personal calls.

  

TO FOLLOW UP SALES INQUIRIESTO FOLLOW UP SALES INQUIRIES

Many enquiries are unsought (uninvited), while others are the result of sales Many enquiries are unsought (uninvited), while others are the result of sales

letters and advertisements in the T.Vs. radios, newspapers and magazines, letters and advertisements in the T.Vs. radios, newspapers and magazines,

Some inquiries may be handled by previously printed letters, others must be Some inquiries may be handled by previously printed letters, others must be

answered by personally dictated letters.answered by personally dictated letters.

  

  

TO INDUCE PEOPLE TO VISIT THE SHOPTO INDUCE PEOPLE TO VISIT THE SHOP

Sales letters are written in such a way that they arouse interest of the buyer, Sales letters are written in such a way that they arouse interest of the buyer,

and then he is encouraged and induced to visit the shop.and then he is encouraged and induced to visit the shop.

  

TO BUILD GOODWILLTO BUILD GOODWILL

Letters may be written to thank customers for their patronage, to extend Letters may be written to thank customers for their patronage, to extend

seasonal greetings, and/or to announces new services.seasonal greetings, and/or to announces new services.

  

TO INDUCE PEOPLE TO VISIT THE SHOPTO INDUCE PEOPLE TO VISIT THE SHOP

Sales letters are written in such a way that they arouse interest of the buyer, Sales letters are written in such a way that they arouse interest of the buyer,

and then he is encouraged and induced to visit the shop.and then he is encouraged and induced to visit the shop.

  

TO BUILD GOODWILLTO BUILD GOODWILL

Letters may be written to thank customers for their patronage, to extend Letters may be written to thank customers for their patronage, to extend

seasonal greetings, and/or to announces new services.seasonal greetings, and/or to announces new services.