KINDS OF BUSINESS KINDS OF BUSINESS LETTERSLETTERS

SALES LETTERSSALES LETTERS

A sales letter is meant for promoting A sales letter is meant for promoting sales- the purpose is to reach the sales- the purpose is to reach the customer. customer.

Sales letter is a powerful medium of Sales letter is a powerful medium of advertising.advertising.

Professionally written, a successful Professionally written, a successful letter can boost your business sales letter can boost your business sales and profits. and profits.

Follow the AIDA formula.Follow the AIDA formula.

SALES LETTERSSALES LETTERS

One must decide which appeal One must decide which appeal should be used as main appeal. Also should be used as main appeal. Also called CENTRAL SELLING POINT.called CENTRAL SELLING POINT.

Write so that your reader will see the Write so that your reader will see the product.product.

The reader must feel a strong need The reader must feel a strong need for the product.for the product.

SALES LETTERSSALES LETTERS

Comparison or story-Comparison or story- “your neighbor “your neighbor may already own one. No wonder may already own one. No wonder she’s getting all those favorable she’s getting all those favorable comments….”comments….”

Event in reader’s life-Event in reader’s life- “a graduate! “a graduate! Congratulations! Your success Congratulations! Your success automatically permits a low cost automatically permits a low cost insurance rate.”insurance rate.”

SALES LETTERSSALES LETTERS

Rhetorical question- “what’s the Rhetorical question- “what’s the main characteristic of leaders main characteristic of leaders today?”today?”

Enclosed gift- “it’s a free sample!”Enclosed gift- “it’s a free sample!” Product fact- “more than 12000 Product fact- “more than 12000

subscribers. One of the largest in the subscribers. One of the largest in the country.”country.”

SALES LETTERSSALES LETTERS

Length of the sales letterLength of the sales letter AppearanceAppearance TimingTiming Number and kind of enclosuresNumber and kind of enclosures

CIRCULAR LETTERSCIRCULAR LETTERS

A circular letter is one, which is A circular letter is one, which is circulated, to a large number of circulated, to a large number of persons at the same time carrying the persons at the same time carrying the same message for all. 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 Are formal and not addressed to a

particular reader. No inside address is particular reader. No inside address is mentioned.mentioned.

CIRCULAR LETTERSCIRCULAR LETTERS

Written on behalf of the organization. Written on behalf of the organization. So no need of mentioning the name of So no need of mentioning the name of person issuing it.person issuing it.

Should be brief.Should be brief. Should catch reader’s attention in first Should catch reader’s attention in first

paragraph.paragraph. Should have a good look or Should have a good look or

appearance.appearance.

CIRCULAR LETTERSCIRCULAR LETTERS

PURPOSE: 1. establishment of a new PURPOSE: 1. establishment of a new business.business.

2. extension, transfer, or change in 2. extension, transfer, or change in address.address.

3. Change in constitution of firm.3. Change in constitution of firm.4. Change in policy of business.4. Change in policy of business.5. Dissolution or discontinuance of a 5. Dissolution or discontinuance of a

business.business.6. Announcement a product or service.6. Announcement a product or service.

ENQUIRY or REQUEST ENQUIRY or REQUEST LETTERSLETTERS

The most common letters in business The most common letters in business are inquiries and requests for are inquiries and requests for information. information.

Classified into: solicited enquiry and Classified into: solicited enquiry and unsolicited enquiry.unsolicited enquiry.

QUOTATIONSQUOTATIONS

Letters which are written in reply to Letters which are written in reply to enquiry letters or tender notices are enquiry letters or tender notices are called Quotation letters in business called Quotation letters in business language. language.

They are called so because they quote They are called so because they quote the price and terms for products and the price and terms for products and services.services.

Should be written keeping in mind the Should be written keeping in mind the information asked for. information asked for.

ORDER LETTERSORDER LETTERS

The prospective buyer (after The prospective buyer (after receiving the reply to his inquiry receiving the reply to his inquiry letter) decides to place order with a letter) decides to place order with a business house.business house.

Includes: details about what you are Includes: details about what you are ordering, directions for ordering, directions for transportation, and manner of transportation, and manner of payment.payment.

CLAIM/ COMPLAINTS LETTERCLAIM/ COMPLAINTS LETTER

A complaint letter request some sort A complaint letter request some sort of compensation for defective or of compensation for defective or damaged merchandise for damaged merchandise for inadequate or delayed services.inadequate or delayed services.

Essential rule in writing is to maintain Essential rule in writing is to maintain your poise and diplomacy, no matter your poise and diplomacy, no matter how justified the grievance is. how justified the grievance is.

PRESS RELEASESPRESS RELEASES

Identification: name, address and Identification: name, address and telephone number of the source telephone number of the source appears at the upper left.appears at the upper left.

Margins: use wide margins. Double Margins: use wide margins. Double space copy for print media, triple space copy for print media, triple space copy for broadcasters.space copy for broadcasters.