Other Forms of Technical Writing LETTERS

SPECIFIC GUIDELINES

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

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

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

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

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

SUMMARY

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

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

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