1. Qualities of effective correspondence
The higher the post, the more time is needed for written communication

2. Objectives of business letters
Primary objective: what is the immediate business reason for writing?
Objectives may help you determine the technique of letter writing
Primary goal is obvious but it is not the only goal or objective in letter writing. Another objective is:

3. You should try to keep the public relation intact, don’t break it.
Secondary or public relation goal or objective:
You should try to keep the public relation intact, don’t break it.
Public relation is very important in business.
You can write a letter to your customer replying for their unnatural demand but you should also try to maintain the good relationship.
Such writings also help people form a particular image of your company. It is important for your success.

4. Ctd.
Correspondence is a major part of the organization’s public relation efforts.
Letters , a company writes, make a strong impressions because they are highly personalized, with formal authenticity.
While writing ask- how we like to be treated, what effects your words produce on readers, which company image do you want to form, etc. It will help you choose the right words and techniques for letter writing.

5. Make your letter sound human Write in conversational style
The tone of your writing should imitate friendly conversation but don’t make it very informal like face-to-face conversation.

6. Tendency to be formal
We generally tend to be formal and stiff when we write. It is wrong. Try to appear friendly but it is not an easy job.
Don’t do the mistake of trying to write in an unnatural style. If you do this mistake, it will give a cold impression of you.

7. The language of business
Generally the business language is cold and stiff. It appears like legal language. But it is not good.
Don’t practice detached manner of communicating.
For example, these expressions are stereotyped:
We beg to advise
Your favor received
Deem it advisable
Said matter
Attached hereto
Thanking you in advance
Anticipating you favorable response etc.

8. Ctd. The above mentioned expressions were very much used in 1800s.
Such stereotypical expressions don’t make much good impression
Don’t practice such out-dated styles .

9. Don’t use rubber stamps
Rubber stamps are expressions we use automatically in a certain type of situation. They are used because of our habit. They are routine expressions.
Routine treatment is far less effective than special attention in creating good public relations.
For example- thank you very much for your letter. It is not an effective statement.

10. There are modern day rubber stamps too.
For example, I am happy to be able to answer your reply …/ or this is to inform you that…etc.
Instead of such rubber stamps, use novel and creative expression if possible.
Use conversational vocabularies to avoid rubber stamps.

11. Example : (not effective)
Thanking you in advance
I deem it advisable
Kindly advise at an early date
More effective expression :
I will sincerely appreciate
I suggest…
Please let me know soon.

12. The You-viewpoint Basically human beings are selfish !!!
We are self-centered
We have structured our thinking to conform with our best interest
So messages related to our best interest produce positive responses. This technique of writing and speaking is called you view-point.

13. Definition: You view-point writing emphasizes the readers interest
Definition: You view-point writing emphasizes the readers interest. It is an attitude that focuses on the reader’s point of view.
You can use second person point of view for this purpose.
Place your reader or listener at the center of things …
Be careful while choosing words. Choose best words to get your desired reaction.

14. The you-viewpoint illustrated
I am happy to report… It is I view point.
“You will be happy to know.” It is you view point.
Advertising agencies are very good at exploiting this principle.
Even a bad news situation can benefit from you –viewpoint wording.

15. We viewpoint example: We can not comply with your request to use our office personnel on your project, for it will cost us more than we can afford. You- viewpoint: As a business professor, well acquainted with the need for close economy in all phases of office operation, you will understand why we must limit our personal work to our office.

16. We have received your report of May 1.
Ans: You must be happy to know that your May 1 letter has been received.

17. Accent on positive language
Be careful while choosing words
Effects of words : positive ways are usually best for letter goals, especially when persuasion and good will are needed. So choose positive words.
It doesn’t mean that negative words have no use in business. But you should limit them as much as you can.
Be very careful if you are using negative words.

18. Mistake, problems, errors, apology, regret, sorry, damage, loss, failure, fired, terminated etc are negative words. They evoke negative sense.

19. An example of negative message
We regret to inform you that we can’t permit you to use our clubhouse for your meeting, as ABC company has already booked it. We can , however, let you use our conference room, but it seats only 60.

20. Improved Message
Because ABC company has already booked the clubhouse for Saturday, the best we can do is offer you conference room, which seats 60.

21. Illustration II
A good news message in the hand of an unskilled writer looked like this:
We received your claim in which you contend that we were responsible for damage to three cases of sunscreen lotion. We assure you that we sincerely regret the problems this has caused you. Even though we feel in all sincerity that your receiving clerks may have been negligent, we shall assume the blame and replace the damaged merchandise.

22. Improved writing
Three cases of sun screen lotion are on their way to you by ABC transport and should be on your sales floor by Saturday.

23. We can not deliver it until Friday. Better writing may be:
An example of negative message:
We can not deliver it until Friday.
Better writing may be:
We can deliver the goods on Friday.

24. For the time being, we can serve you only on a cash basis.
we regret to inform you that we must deny your request for credit.
Better writing may be:
For the time being, we can serve you only on a cash basis.

25. Overall tone of courtesy
Develop courteous relationship
Write in a courteous tone
Write in conversational style
Emphasize readers’ view point
Select positive words

26. How to achieve courteous tone?
Singling out your reader
Write directly to your reader
Give individual treatment
Don’t be cold and impersonal
Be humane
Customize your letter, refer to the reader by name
Make your letter fit the facts of the one case. For example:

27. Not good expression:
If we can be of any further assistance, please call on us.
Better expression may be:
We wish you the best of success on the book.

28. Refrain from preaching:
Don’t have lecturing tone in your letter
( in rare cases, you may write like preaching)
Treat them like equal
For example: You must take advantage of savings like this if you are to be successful. The pennies you save will pile up, and in time you will have dollars.

29. Ctd. Readers may often take it as an insult
Flat and obvious statements often sound preachy
Obvious question answer pattern may also sound preachy. For example- Would you like to make a profit?
Such questions offend listener.

30. Doing more than is expected:
Give little extra
Provide a bit more care
Doing something more than necessary
Something personal for personal relationship building
It may make your letter not -concise. Don’t write too many extra words. You should justify.
You must take care to use neither more nor less than you need to reach your goal.

31. Avoid anger
Rarely is anger justified in letters
Anger destroys goodwill
For example: If you had read section IV of your policy, you would know that you are not covered on accidents that occur on water.
Better option is:
As a review of section IV of your policy indicates, you are covered on accidents that occur on the grounds of your residence only.

32. Sarcasm, insults, exclamations may have angry tone.
For example:
We will not tolerate this condition.
I can’t accept your negligence.

33. Show sincerity
Be sincere, sound sincere
False courtesy does not always work, neither does it work for long. You must be sincere from within.
You must try to be courteous, truly.
Truly use you-viewpoint.

34. Follow these guidelines for better business writing:
Don’t overdo the above suggestion
Too much viewpoint sounds insincere
For example: we are extremely pleased to be able to help you and want you to know that your satisfaction means more than anything to us. ( it sounds fake)
Avoid exaggeration

35. Techniques of Emphasis
Emphasis also determines effect
There are 4 major emphasis techniques
Emphasis by position
Position determines emphasis. Beginnings and endings carry the most emphasis
The first and last sentences of a letter, first and last sentences of a paragraph, first and last words of a sentence, carry more emphasis than middle parts.

36. 2. Emphasis by space
The more space you give to something, the more emphasis you have given it.

37. Short, simple sentences emphasize content
3. Emphasis by sentence structure
Short, simple sentences emphasize content
More important information in independent clause, less important information can be put into subordinate clause.

38. Italicized part of a sentence is also emphasized often.
4. Emphasis by mechanical means:
Underscore, highlighting, coloring, diagramming, underlining etc put more emphasis.
Italicized part of a sentence is also emphasized often.

39. Coherence in the letter
Letter should have coherence. The relationship among parts should be clear.
Arrange the information in the logical order
Use transitional devices where necessary
These 4 tips can be very helpful here:
Tie-in sentences
Repetition of key words
Use of pronouns
Transitional words

40. Ctd. tie-in sentences: Skillfully relate the ideas
For example: Abrupt shift
we have found some additional information you will want to consider.
Good tie-in writing:
In the same spirit of friendly objectivity, we are confident that you will want to consider some additional information we have assembled.

41. 2. Repetition of key words:
It connects thoughts

42. 3. Use of pronouns:
This, that, these, those, his, her, etc. connect thoughts. Use them properly.

43. Use them to bridge ideas
4. Transitional words:
Use them to bridge ideas
In addition, besides, in spite of, in contrast, however, likewise, thus, therefore, for example, also etc.
WORD OF CAUTION: Don’t overdo the given suggestion.