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... element of intrigue. Then, the letter hooks the reader's interest. The hook is often a clear statement of the reader's problems, needs, or wants. For example, if you are writing to a customer who received damaged goods, acknowledge the problem and then offer a solution. Next, create demand.
Your letter is an offer of something -- a service, a product, goodwill, an agreement, a contract, a compromise, a consultation. Tell the reader how he or she will benefit from your offering. That creates a demand for your product. Finally, call for action. Ask for the order, the signature, the donation, the assignment.
What follows are actual examples of how each of these steps has been used in business letters. Getting the reader's attention is a tough job. If your letter is boring, pompous, or says nothing of interest, you " ll lose the reader. One attention-getting technique used by successful writers is to open with an intriguing question or statement -- a "teaser" that grabs the reader's attention and compels him to read on. Here's an opening teaser from a letter written by a freelance public-relations writer to the head of a large PR firm: Even if you feel negatively about freelancers, you can't help but be curious about what follows. And what follows is a convincing argument to hire the writer: It really shouldn't be, because in public relations, with its crisis-lull-crisis rhythm, really good freelancers can save you money and headaches.
Use them when you need them. When you don't, they don't cost you a cent. Use me. I am a public-relations specialist with more than 20 years' experience in all phases of the profession. MY SERVICES ARE AVAIL- ABLE TO YOU ON A FREELANCE BASIS... Another freelance writer succeeded with a more straightforward approach: Congratulations on your new business.
May you have great success and pleasure from it. I offer my services as a freelance public relations writer specializing in medical and technical subjects... Here, the writer gets attention by opening with a subject that has a built-in appeal to the reader -- namely, the reader's own business. Most of us like to read about ourselves.
And just about everybody would react favorably to the good wishes expressed in the second sentence. Once having got the reader's attention, the letter has got to provide a "hook" to create real interest in its subject and keep him reading. This hook is a promise -- a promise to solve problems, answer questions, or satisfy needs. The hook is often written in a two- paragraph format: The first paragraph is a clear statement of the reader's needs, while the second shows how the writer can satisfy these needs.
Here's the hook from a letter written by a job seeker to the vice president of one of the television networks. To stay ahead, you need aggressive people -- willing to take chances. People who are confident, flexible, dedicated. People who want to learn -- who are not afraid to ask questions.
I am one of those people -- one of the people you should have on your staff. Let me prove it. Start by reading my resume. It shows I can take any challenge and succeed. What better way to hold someone's interest than to promise to solve his problems for him?
A principal rule of persuasive writing is: Remember that the reader isn't interested in you. The reader is interested in the reader. And because we want to hear about ourselves, the following letter was particularly effective in gaining and holding interest: As you may already know, we have been doing some work for people who have the same last name as you do. Finally, after months of work, my new book, THE AMAZING STORY OF THE BLYS IN AMERICA, is ready for printing and you are in it!
The Bly name is very rare and our research has shown that less than two one-thousandths of one percent of the people in America share the Bly name... Get attention. Hook the reader's interest. Then create the desire to buy what you " re selling. This is the step where many businesspeople falter. Their corporate backgrounds condition them to write business letters in "corporate, " so they fill paragraphs with pompous phrases, jargon, cliches, and windy sentences.
Here's a real life example from a major investment firm: All of the bonds in the above-described account having been heretofore disposed of, we are this day terminating same. We accordingly enclose herein a check in the amount of $ 22, 000, same being your share realised therein, as per statement attached. Notwithstanding the distribution to you of the described amount, you shall remain liable for your proportionate share... Don't write to impress -- write to express. State the facts, the features, the benefits of your offer in plain, simple English. Give the reader reasons why he or she should buy your product, give you the job, sign the contract, or approve the budget.
Create a desire for what you " re offering. Here's how the manager in charge of manufacturing persuaded the president to sign a purchase order for a $ 20, 000 machine. I've enclosed a copy of my report, which includes an executive summary. As you can see, even at the low levels of production we " ve experienced recently, the T- 1000 Automatic Wire-Wrap Machine can cut production time by 15 percent. At this rate, the machine will pay for itself within 14 months -- including its purchase price plus the cost of training operators. We " ve already discussed the employees' resistance to automation in the plant.
As you know, we " ve held discussion groups on this subject over the past three months. And, an informal survey shows that 80 percent of our technicians dislike manual wire-wrap and would welcome automation in that area. Benefits are spelled out. Anxieties are eliminated. The reader is given the reasons why the company should buy a T- 1000. (And the president signed the order. ) Interest has been turned into desire, the reader wants what you " re selling, or at least has been persuaded to see your point of view. Now comes the last step -- asking for action.
If you " re selling consulting services, ask for a contract. If you want an interview, ask for it. If you " re writing a fund-raising letter, include a reply envelope and ask for a donation. In short, if you want your letter to get results, you have to ask for them. Here's a letter from a customer who purchased a defective can of spray paint. Instead of just complaining or venting anger, she explains the problem and asks for a response: Recently, I purchased a can of your Permaspray spray paint.
But when I tried using it, the nozzle broke off. I cannot reattach this nozzle, and the can, though full, will have to be thrown away. I am sure your product is generally well-packaged; my can was probably a one-in-a-million defect. Would you please send a replacement can of white Permaspray?
I would greatly appreciate it. An exchange of business letters is usually an action-reaction situation. To move things along, determine the action you want your letter to generate and tell the reader about it. Formulas have their limitations, and you can't force-fit every letter or memo into the AIDA framework.
Short interoffice memos, for example, seldom require this degree of persuasiveness. But when you " re faced with more sophisticated writing tasks -- a memo to mot vate the sales force, a mailer to bring in orders, a letter to collect bad debts -- AIDA can help. Get attention. Hook the reader's interest.
Create a desire. Ask for action. And your letters will get better results. 2. Secrets of effective business letter. Think of a sales letter as a conversation with your customer.
The most important ingredient in a successful letter is to write it like youre writing to a friend. Your honesty, enthusiasm, and willingness to help will overcome almost all the other things that can go wrong. Remember, no one really cares about anything, but that which is self-serving to themselves. In other words People only care about themselves! . And its human nature so you better understand it if you want to write successful sales letters. If you write a letter that talks about how wonderful YOU are to have created such a great products, the reader will get bored and throw the letter away.
The consumer only wants to know What is it going to do for ME! Thus, if you describe how wonderful their life will be because of their BRILLIANT decision to use your product, positive result is a certain. Your letter should read like a conversation. Address the reader by name: Dear Ms. Hartman. And if you can fit it in naturally, use Ms.
Hartman's name in the body. You want her to know the letter is personal. Whenever you can, use pronouns like I, we, and you. Anger will evaporate; a letter wont. Devise a way to handle problems in an upbeat manner. Your chances of success will multiply tenfold.
A sales letter can not be too simple - the reader will look down on you. Nor can it be too complicated. People are busy. If they have to work hard to figure out what you have to say, they will just blow you off. 6 - Dont use padding, Clear the Deadwood. Is has been said that 30 % of the content of business letters is deadwood. Sir William Churchill quoted the following example of padding, of which he strongly disapproved.
Consideration would be given to the possibility of carrying into effect. Cut words, sentences, and even paragraphs that dont contribute. Work hard to simplify readers job. Be especially careful with adjectives, which can sap strength from your words. Decide what the result of the letter ought to be.
List things youd like to say, and review them. Remove those not supporting the main idea. Good letters have a strong sense of purpose. Dont delay. The main cause should be stated in the first paragraph. 3 - Put Yourself in the Readers Place If the letter came to you, how would you respond? Be pleasant; try to turn negative statements into positive ones.
Phrases like in compliance with your request and enclosed herewith are stilted. Write as you talk naturally. Include just one idea. Sentences longer than two typed lines are suspect.
The most well-written letters cant survive bad presentation. Use a clean, logical format for your letter. A crowded or over-designed page distracts from your message. 95 % of all sales letters are NOT read, because they lack an effective headline, that promises a benefit important to its reader Surveys show that the PS: at the end is read Second after the headline. 8 - Remember to sign your signature in BLUE ink. Tell them about it, give them examples of others who are benefiting, show them how to get it, ask them to order it, and make it easy for them to get it Stress benefits rather than features. How do the features of your service or product improve the customer's life, work, or pocketbook. The benefits of your offer may be obvious to you, but don't leave it up to the reader to figure them out, no matter how obvious they may seem.
Stress benefits. Link them to the features your offer. Sales letters can be a wonderfully personal way to introduce people to your product, service, organization, or idea. By using some of the ideas and formulas I've mentioned above, you can produce sizzling sales letters that produce results. The end of a letter should suggest the readers next move, or your own. Dont write distracting closings like: Again, thank you for...
or If you have problems, please dont hesitate to call. Close with a simple Sincerely, and your signature; it may be a perfect ending. 1. Tell a story. It's hard to resist reading a story, especially if it sounds like someone who has a situation similar to our own.
People love success stories when they tell us how to get success ourselves. "Six months ago my company was downsized and I found myself out of a job. I expected the worst. Then I heard about the XXX Company. Now I'm an independent agent making three times what I did on my old job.
And I'll never be downsized again!" 2. A message from the president. People respect a note from the head of the company. It lends authority to the message and makes the reader feel important. 3. Offer something free. Maybe it's a free or discounted visit to your store or office.
A doctor who lives down the street from me built his patient list by sending out several hundred postcards offering " 10 % off your first visit. " The prospect who is interested in your product or service will appreciate more information. 4. Ask a question. "Are your days hectic and frustrating?" This is good old-fashioned psychology. When you ask a question, the reader is enticed to answer it. It mentally involves the reader in your sales letter and offer. Some experts say to ask a series of questions, each likely being answered with "yes. " The final question has the reader saying "yes" to a sale. 5. Point out a problem that the prospect has.
This is the adverting classic. Watch for it in marketing and commercials everywhere. Direct the reader's attention to a problem, then make the problem seem worse. Once you " ve established the problem as a major impediment in the reader's life, introduce your service or product as the solution. 6. Write a headline to grab attention!
Most sales letters begin with a headline that quickly presents the major points. It can be typed in all capitals like a newspaper headline: THE NEW WIDGET 2000 WILL SIMPLIFY YOUR LIFE -- AND IT'S 40 % OFF THIS MONTH ONLY! You can also write the headline in paragraph fashion just above the salutation: The new widget 2000 will simplify your life! And that brings us to another point. When you " re sending out lots of sales letters, a salutation to the general jobs or interests of your readers works just as well as typing in each reader's name. Instead of "Dear Friend, " use "Dear Parent, "Dear Basketball Fan, "Dear Auto Owner. " All things considered.
Its time to write now. Follow these four steps and you succeed. 1. Decide on a topic, a reason for writing 3. Gather all the facts and details needed. 4. Organise ideas and facts into a general outline. 1. Write honestly and naturally, but keep the style somewhat formal 3.
Write short paragraphs. This does not mean paragraphs should be one or two sentences. 1. Make sure the necessary facts and details have been included. 2. Make sure the letter has been written honestly and sincerely. 3. Make sure the letter is easy to read. 4. Make sure having followed the appropriate style of the business letter. 1.
Check for punctuation, capitalisation, and usage. (Pay special attention to the capitalisation and punctuation of the heading, inside address, and salutation. ) 2. Make sure the letter is neatly typed. &# 61623; Center the letter and keep the margins even. &# 61623; Use consistent and even spacing. (Check the number of lines skipped between the heading and inside address. ) A good business letter is clear, interesting, and informative. It sparkles with crisp writing, good grammar, and correct spelling. It has an appealing layout, simple format, and professional look to it. Because of all these things, a good business letter gets a positive response from the reader. That response sets the stage for you to get an order, close a sale, rectify an error, or accomplish some other worthy goal.
Unfortunately, most business letters dont accomplish what they should. While its true perfection isnt a realistic goal, many business letter writers seemingly aim for the other end of the scale. The typical business letter lacks content, focus, and clarity which means it has little of the impact its writer desires. I have shown you how to avoid such a situation. Suggestions seem to be too many for you? To make sure that you have perceived the way to write an effective business letter, check the following list. 2.
Checklist for creating sales letters that sell. &# 61623; Can the reader get the main point quickly? &# 61623; Are the sentences and paragraphs short? Is the text easy to understand? &# 61623; Have you included all the information a prospect needs to respond favorably? &# 61623; Is your copy full of prospect benefits? &# 61623; Did you reduce the risk for the prospect to try you out? &# 61623; Is it easy for the prospect to respond? &# 61623; Is there a liberal use of the word you? &# 61623; Have you made a clear offer? &# 61623; Did you ask for action and tell them exactly how? &# 61623; Did you include a reason to act now? &# 61623; Did you give them several ways to reach you (phone, fax number, mailing address, )? Remember, the most important ingredient in a successful letter is to write it like youre writing to a friend. Theres no magic to letter writing. Practice, practice and more practice will make you a copy writer. Just learning the theories is not adequate.
To succeed in writing business letter, you should practise regularly. Here are what you should follow: 1. Read. Reading can improve your writing. The more you read the more you understand what good writing is. 2. Practice.
Get in the habit of writing letters. 3. Find a mentor or fellow student that does not mind editing your writing. 4. Work on your weaknesses. Make certain that the meaning you are intending is the meaning expressed. 5. Try to write something well even if it is short.
This will reinforce the positive nature of your writing. Some business people get so frustrated by the negatives they give up trying to write. 6. Use writing as a tool to help you learn and understand new things. If you write about something new you can own it. Writing also helps you organize your thoughts.
For this reason writing is being used in various therapies. 7. Examine your competitors writings. The first thing I do on a spy mission is gather printed material. They not only contain data and information but strategy as well. Printed materials are a good indication of a business sophistication. 8.
Avoid interruptions. Cut off the phone and shut the door when you write. Good writing requires focus and concentration. Look in the mirror when you come up with excuses for poor writing. Excuses such as lack of formal education do not matter in the marketplace. Some with little or no education have great writing skills while many university graduates cannot write a simple sentence correctly.
Now, all have come into your mind. I hope you will succeed in writing, which help you so much in doing business. My assignment finishes here. I hope it is good food for your thought, or becomes a basis for further study. The assignment may have deficiencies due to the limitation of knowledge, experience and time. Thus, I would be happy if having feedback from you all to make it better in the next time, and make myself know better about writing business letters.
Id like to give my faithful thank to Mr. Hoang Tat Truong, who guided and gave me great help to complete the assignment. Bibliography:
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