Module 10: Business Letter
Posted by: Angelita P. Oblianda
Sources: Interactive Technical Writing by P.C. Villamarzo et al.
http://www.io.com/~hcexres/textbook/inqex1.html
http://officewriting.com/tag/reply-letter/
http://officewriting.com/category/sales-letter/
http://officewriting.com/category/sales-letter/
http://officewriting.com/category/adjustment-letter/
http://officewriting.com/category/application-letter/
http://officewriting.com/collection-letter-sample
http://officewriting.com/sample-request-letter
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Introduction
A famous journalist says, "The ability to communicate effectively is essential in today's demanding business climate. Weather it is writing a business memo or articulating an idea during a presentation , your success will be determined greatly by your ability to inspire others by expressing yourself clearly and concisely, and with warmth and passion.
Business Letters
The success or failure of any business endeavor largely depends on how you write your business letters. Generally, business letters influence, persuade, impress, convince, and induce a course of action usually favorable to both yourself and the reader.
The following are the major types of business letters:
1. Inquiry
A letter requesting information from a company.
Charles Parkhust (1963) suggested the following steps for an inquiry letter:
1. State the reason for your inquiry.
2. Offer an additional statement to explain your intention on the material or information that will be given to you.
3. Explain, if it seems necessary, why you have addressed your inquiry to the reader, without using flattery.
4. Close felicitously. Avoid stereotyped phrases such as many thanks, thanking you in advance, and thank you.
EXAMPLE:
Lawrence, KS 66321
August 4, 19XX
Dr. Maria Gomez-Salinas
Director of the Diabetes Clinic
St. David's Hospital
1000 Greenberg Lane
Wichita, KS 66780
Dear Dr. Gomez-Salinas:
I am writing you in hopes of finding out more about how the
new Glucoscan II blood glucose monitoring system, which a
representative at Lifescan informed me that your clinic is
currently using.
Originally, I saw Lifescan's advertisement of this new
device in the January 19XX issue of Diabetes Forecast and
became very interested in it. I wrote the company and got
much useful information, but was recommended to write
several current users of the system as well.
For a technical report that I am writing for a technical
writing class at Johnson County Junior College, I need some
help with the following questions:
1. How often does the Glucoscan II need to be calibrated in practical, everyday use conditions?
2. How accurate is the Glucoscan II compared to other similar systems that your patients have used?
3. What problems do your patients experience with this new device?
The Lifescan representative indicated that your clinic is
one the leaders in implementing new technology for
diabetics, and therefore I am eager to hear from you. In
the report I will acknowledge your contributions, and I
will send you a copy of the completed report if you wish.
Thank you for your time, and I hope to hear from you soon.
Sincerely,
Anita Teller
Student, Medical Technology
Johnson County Junior College
2. Reply
A letter responding to an inquiry. A response to an inquiry should be handled promptly, cheerfully, and efficiently regardless of whether the information asked for is to be given or not. Its main purpose is to supply the information asked for in the inquiry letter, when available, or to offer an alternative information when the one requested is not available or highly confidential in nature.
A good plan for a letter of response is as follows:
1. Thank the writer for his letter, showing appreciation for his interest in your business - its product or its services.
2. Give the information requested in a cheerful manner; if possible, add relevant material.
3. Indicate a willingness to be of further assistance.
4. Enclose folders, booklets, or catalogs, if these are available .
5. Include a note of goodwill.
EXAMPLE:
January 12, 2000
Dear Applicant,
Greetings!
Our office has learned that you are interested to emigrate in Canada. We assessed your qualifications from your resume and we are happy to inform you that you can be qualified to live in Canada as Independent Immigrant with your family. Our office, Bright Future Immigration Services (BFIS), was established precisely to render such quality services.
We know that immigrating to Canada is very important decision to make. Processing the documents can be confusing and tedious. It is necessary to make sure your application is carefully, completely and properly prepared and submitted. To do so, you must either know what the rules are or have competent and trustworthy assistance from someone who does. Here at BFIS our consultants are well prepared to give you such assistance.
BFIS offers the most affordable consultation fee as compared with other consulting firms because considering the demands of people is always our priority. In connection with this, we offers a “FLY NOW, PAY LATER PROGRAM (FNPLP)” in response to your request. This package includes airfare, employment assistance, documents assistance in Canada and free one month lodging after arriving in Canada. This program is no different from our standard rate plan, which means if your avail our FNPLP you will paying the same amount of consultation fee… NO INTEREST!
If you truly have the strong desire to live and work in Canada, we suggest you to contact to us Tel. Nos.: 457-7458 loc. 11/12 or visit our office at Unit 2, Tower Bldg., Gil Puyat Avenue, Makati City and learn more about our program. Our regular seminar schedule is held daily at 9:00 am. (Monday to Friday). For Saturday we have two sessions: 9:00 a.m and 2:00 p.m. There is a reservation fee of Ph 350.00 and a consultation fee of Ph 300.00 on the day of the seminar. We assure you will not be disappointed in what we have to offer. If you act now, will have your Permanent Resident Visa in just a short span of time. Thank you very much and we will also appreciate if you tell your friends about our services.
Sincerely yours,
Telits Guevarra
Managing Director/Consultant
Bright Future Immigration Services
3. Order
A letter ordering for company goods or services.The use of order forms has been the trend in most companies. Order forms, in some instances, however, are accompanied by letters of order that contain essential data regarding the goods ordered. These data are as follows:
1. A complete description of the merchandise ordered
a. quantity
b. trade name
c. size
d. style or style number
e. color
f. catalogue
g. quality
h. price
2. Necessary information regarding the shipment of the merchandise, such as :
a. complete name and address of buyer
b. preferred date of shipment
c. manner of shipment
d. credit references, if necessary
EXAMPLE:
August 3, 2004
Mrs. Erlinda Ramos
MGT Marketing
Abucay, Bataan
Dear Mrs. Ramos:
Enclosed is a money order for two hundred dollar ($200) in return for which please send me by parcel post:
1 piece bathing suit, navy blue and white, size 33, No. H61 – $60.00
1 pair of white canvas tennis shoes, crepe soles, size 4, C width – $40.00
1 Tilden tennis rocket, green and white trim, green strings, wt. 13 oz., handle 4 inches – $45.00
1 grey sweater, V-neck, size 28, No. B25 – $55.00
Please send these articles within five days.
Very truly yours,
Mr. Roderick Santos
4. Sales
A letter offering a product or services.Just like any business latter, a sales letter is effective if it achieves its purpose, which is, to induce the prospective buyers to accept the offer. Selling as a process involves four steps:
1. Attracting attention
2. Creating interest and desire
3. Arousing conviction
4. Stimulating action
Although "person-to-person" selling today has widely used in business firms, selling by mail has three advantages and is often resorted to :
1. the sales letter may be used for selling a great variety of merchandise;
2. it is far less costly to sell by mail than to maintain a sales forcce; and
3. the sales letter is efficient.
EXAMPLE:
December 05, 2005
Dear Reader:
Did you know that FRH Magazine was also involved in music? This might surprise you, but your favorite magazine actually has CARE FOR YOU, a music especially made for you.
We call the album CARE FOR YOU because whenever you need music to calm you, to lift your spirits, or just to enjoy, here’s where it will be. Here’s music that offers hours and hours of pure listening pleasures… music to unwind with at the end of a busy day Here’s music for those quieter times when you’re with someone special, in a reflective mood, sipping cocktails at twilight, having intimate dinner or entertaining a small group of friends Here are 25 exquisitely melodic songs from the sentimental to the soothing including: Because of You, It Might be You, Save the Last Dance for me, Hello it’s Me, Stand by Me, I’ve Been Loving You Too Long, When I Need You…. all superb performances and arrangements that are smoother than you’ve ever heard before.
FRH Magazine recordings are products of precise craftsmanship and the finest materials available. The latest advance in high fidelity sound production has been used in their manufacture. And FRH Magazine offers you this guarantee if, in spite of strict quality – control inspections, a defective record or cassette slips through, you only have to return it within a month of receipt and you get an immediate replacement.
Think about it: CARE FOR YOU offers you popular music in a romantic vein on 5 stereo records or cassettes – 25 bestselling songs, freshly performed by top orchestras and vocal groups! The price is even a bigger, pleasanter surprise: Only $150!
This offer, however, cannot last long enough for all FRH Magazine subscribers to avail themselves of because the expiry date is June 15, 2006. Our advice, therefore, is easier followed than forgotten. ACT NOW by filling out the enclosed order card.
Sincerely yours,
Sara May Santos
Sales Manager
5. Claim
A letter explaining the circumstances of a claim.
The nature of a claim may deal with one of the following:
1. Merchandise - claims may vary from orders incorrectly served or insatifactory quality of merchandise to goods damaged or delayed in shipment;
2. Amounts of money - you may file complaints due to errors in statements and invoices or misunderstandings regarding prices.
3. Services - you write a letter of complaint brought about by delays in filling orders or requests for service.
Stewart et al. have suggested 5 basic rules in writing claim letters:
1. Explain carefully and tactfully what is wrong.
2. Include any details necessary to identify your claim such as dates, catalog numbers, styles, order form, and the like.
3. Indicate the loss you have suffered, but do not exaggerate.
4. Explain, in general , what you believe the company should do about your claim, but do not be unreasonable in your request.
5. Avoid negative accusations or threats, such as " I demand ", " I must insist ", " You will have to ", " Unless you ", and " Why can't you? "
EXAMPLE:
December 05, 2005
Dear Reader:
Did you know that FRH Magazine was also involved in music? This might surprise you, but your favorite magazine actually has CARE FOR YOU, a music especially made for you.
We call the album CARE FOR YOU because whenever you need music to calm you, to lift your spirits, or just to enjoy, here’s where it will be. Here’s music that offers hours and hours of pure listening pleasures… music to unwind with at the end of a busy day Here’s music for those quieter times when you’re with someone special, in a reflective mood, sipping cocktails at twilight, having intimate dinner or entertaining a small group of friends Here are 25 exquisitely melodic songs from the sentimental to the soothing including: Because of You, It Might be You, Save the Last Dance for me, Hello it’s Me, Stand by Me, I’ve Been Loving You Too Long, When I Need You…. all superb performances and arrangements that are smoother than you’ve ever heard before.
FRH Magazine recordings are products of precise craftsmanship and the finest materials available. The latest advance in high fidelity sound production has been used in their manufacture. And FRH Magazine offers you this guarantee if, in spite of strict quality – control inspections, a defective record or cassette slips through, you only have to return it within a month of receipt and you get an immediate replacement.
Think about it: CARE FOR YOU offers you popular music in a romantic vein on 5 stereo records or cassettes – 25 bestselling songs, freshly performed by top orchestras and vocal groups! The price is even a bigger, pleasanter surprise: Only $150!
This offer, however, cannot last long enough for all FRH Magazine subscribers to avail themselves of because the expiry date is June 15, 2006. Our advice, therefore, is easier followed than forgotten. ACT NOW by filling out the enclosed order card.
Sincerely yours,
Sara May Santos
Sales Manager
6. Adjustment
A letter responding to a claim letter tat explains how the claim occurred.
Types of adjustment letters:
1. When the letter is at fault
If the firm is to blame, then a frank admission with an expression of regret should be the beginning statement.
2. When the customer is to blame.
No strict policy exists for adjusting claims made by customers who are responsible for their own complaint.
a. Claim refused - If the customer is to blame, and the claim is to be refused, the seller thinks that the claim is unreasonable, and the customer is taking advantage of the situation.
EXAMPLE :
August 1, 1992
Jops Singson
MCE Enterprise
Sta. Cruz, Lubao
Pampanga
Dear Mr. Singson:
Thank you very much for writing us as you did in your letter of July 15, concerning the teaspoons which you sent us about a month ago for exchange.
Surely, there is no excuse whatever for our keeping five teaspoons for one month for the simple matter of changing the finish. We are frank in confessing that a mistake in our repair department is responsible for this delay, and that we have accordingly taken this department to task.
We are sending you today five teaspoons, French finish, no charge to replace the five teaspoons, bright finish which you sent us.
We are mighty sorry that this delay occurred. You may be sure that we shall make every effort to see that it does not occur again.
Very truly yours,
Mike Mousen
General Manager
7. Credit
A letter indicating the seller's faith or belief in the buyer's ability to pay for goods within a specified time.
EXAMPLE:
August 25, 2002
Ronald H. Santos
# 143 Matalino St.
Rizal, Antipolo City
ABC National Credit Bureau
Morayta St.
Divisoria, Manila
Dear Sir/Madam:
This is to request for a free copy of my credit report maintained in your credit database.
Please use the following personal information to trace and forward the report to me:
Full name: Ronald Herrera Santos
Birthday: October 21, 1971
Social Security Number: 01454781
Address: #143 Matalino St. Rizal, Antipolo City
I have enclosed herewith a copy of my driver’s license as a proof of my address and a photocopy of my Social Security Card. If you have any questions concerning this request I can be reached at (02) 791-2911.
Thank you for your prompt attention to my request.
Sincerely,
Ronald H. Santos
8. Collection
A letter reminding payment for the money borrowed, merchandise or goods charged that must be paid.
People living within their means and are cynical about "plastic money" or credit cards do not entangle themselves with collection letters. While some people who have been granted credit pey their bills faithfully and on time, others need to be remended when their accounts are past due. A principle of credit which is mutual faith in action is: " The customer is trustworthy until he is proven otherwise."
An effective collection letter has a two-fold purpose: to collect the money and to keep the customer's goodwill. To achieve this, you have to pay attention to the following essentials:
1. Your letter should be cheerful, confident, and optimistic.
2. Your tone should be friendly but insistent; considerate but constructive; sympathetic yet firm.
Parkhust (1983), says, " The tone depends upon the style of credit customer, the age of the account, the kind of business, the nature of the business (manufacturer, wholesaler, or retailer), the credit terms and other similar factors."
EXAMPLE:
October 22, 2001
Mrs. Carla Estrada
MER Boutique
Alfonso, Cavite City
Dear Mrs. Estrada:
In looking over our records, we find that your account shows unpaid balance totaling Php 12,587.00.
We are fully aware that a matter like this slips one’s mind. It has happened to us, too. But you must realize that, from our point of view, it is more serious, we are sure that you understand this. According to our check-up, there is no error in our records, but, if you think there is an error, please let us know.
It will be highly appreciated if you will pay this balance promptly or inform us of any reason why you should not do so.
Sincerely,
Lenny Ricks
9. Job Application
A letter offering your services to a company by presenting your qualifications and character and personality traits. You will be eager to get to work as soon as you graduate from school, and probably the first letter that you will write is the letter of application. This letter performs a very important function in aiding you to get the right job.
You letter serves as your personal emissary and it functions as your embassador of goodwill. It is also your personal sales letter because you are selling yourself to a prospective employer. Specifically, your letter offers your services by presenting your educational qualifications and character and personality traits.
Your letter should favorably attract the attention of the prospective employer and influence him or her to give an interview. To achieve this , your letter must be faultless in expression, and convincing in tone. Furthermore, it should be neat and pleasant to look at.
When you write this letter, you should have in mind these important pointers:
1. Your letter is your personal emissary.
2. The application letter is not an autobiography.
3. Your emphasis is on the "You" point of view; and
4. Your interest is in the employer's business.
What then are the selling points of an application letter? Definitely, employers will be impressed by a letter that incorporates the 8 cs earlier discussed in this chapter. They also looked for character-individuality, which means they prefer applicant who stands out above the rest. How can you make yourself different from the rest? Present your qualification in such a manner that the prospective employer is convinced that you have a pleasing personality, and that you have a capability for the job. Anticipate questions such as:
1. Has this person the talent, education, and experience to do the job?
2. Has this person the capacity to grow with the company?
3. Will he or she be able to assume added burdens and responsibilities?
EXAMPLE:
April 2010
MS. PASSANA PONG
The Administrative Officer
The Royal Thai Embassy in Manila
Dear Ms. Pong:
Greetings!
I am a Communications graduate of the University of the Philippines-Diliman with several years of working experience gained from some of the Philippines’ reputable private firms, a non-governmental organization, and government.
I am writing to apply for the position of Executive Assistant advertised on jobstreet.com.ph on 10 May 2010. This position particularly interests me because it would enable me to make full use of my administrative and organizational skills. I have well-developed written and oral communication skills that can be very useful in carrying out the duties for the above-mentioned position.
On top of these competencies, I adhere to a work ethic and can effectively interact with people across all levels of the organizational structure. I believe I can be an asset to your organization.
My resume is enclosed with this cover letter. It shows my overall expertise and experience in the field. I would welcome the opportunity to discuss my suitability for the position and comply with your other requirements. I can be contacted during working hours at (632) 857-0100 local 1101.
Thank you very much.
Sincerely,
JUDY D. CORDOVA
Applicant
