Business Letter Style (some psychological aspects)

I. Discussion topics.

Discuss the following questions with your group-mates:

1. What problems arise in letter-writing that are more easily resolved in oral communication?

2. Do you think it important to keep the reader's personality and background in mind when choosing the language for your letter?

3. If your answer is 'yes', say why.

II. Reading.

Writing letters means communicating to influence your readers, not to antagonise them. Keep in mind that writers of effective letters are like successful diplomats in that they represent both their company and themselves. The image you want readers to have of you and your company is projected through your letter. You want readers to see you as courteous, credible and professional.

To write an effective letter like that, first put yourself in the reader's position. What kinds of letters do you like to receive? You would at once rule out letters that are vague, impersonal, sarcastic, pushy or condescending. You want letters addressed to you to be polite, business-minded, and considerate of your needs and requests. If you have questions, you want them answered honestly, courteously, and fully. You do not want someone to waste your time with a long letter when a few well-chosen sentences would have done the job much better.

What do you, as a writer, have to do to send such effective letters? Adopt the 'you attitude'; in other words, signal to readers that they and their needs are of utmost importance.

Four guidelines to achieve the ‘you attitude’

The following four guidelines will help you to make good impression on your reader.

1. Never forget that your reader is a real person. Avoid writing cold, impersonal letters. Let the readers know that you are writing to them as individuals. A simple 'please' or 'thank you' is often enough to make a letter warmer and more friendly. Instead of:

‘We have received your order.’

you might try:

‘Thank you for your recent order.’

Or in place of the impersonal:

‘Checking our records, we have verified the error in your November bill.’

you could help retain the customer by writing:

‘Please accept our sincere apologies for the error in your November bill.’

Benefits to the particular reader are stressed and the reader is addressed as a valued customer.

2. Keep the reader in the forefront of your letter. Make sure that the reader's needs control the letter. This is the essence of the 'you attitude'. No one likes people who talk about themselves all the time. Stress the 'you' not the 'I' or the 'we'.

For example:

‘Please accept our apologies for the delay.’

is perfectly polite. But:

‘We hope you have not been seriously inconvenienced by the delay.’

lets your reader know that you care.

3. Be courteous and tactful. Building and sustaining the goodwill of your reader should be the underlying goal of nearly any letter you write. Even a delinquent account may someday become a paying customer.

The following words can create a bad taste in your reader' mouth.

It’s defective

I demand

I insist

We reject

That’s no excuse for

Totally unacceptable

Unprofessional (job, attitude)

Your failure

You contend

You allege

You should have known

Your outlandish claim

Use words that emphasise the 'you attitude', and avoid offensive language.

Compare the discourteous sentences on the left with the courteous alternatives on the right.

Discourteous	Courteous
We must discontinue your service unless payment is received by the date shown.	Please send us your payment by November 4 so that your service will not be interrupted.
Your claim that our product was defective on delivery is outlandish.	We are sorry to learn that you were dissatisfied with the condition of our product when it reached you.
You are sorely mistaken about the warranty.	We are sorry to learn about the difficulty you experienced over the service terms in our warranty.
It goes without saying that your suggestion is not worth considering.	It was thoughtful of you to send me your suggestion but unfortunately we cannot implement it right now.

The last example above begins with a phrase that frequently sets readers on edge. It's best to avoid using 'it goes without saying' since it can quickly set up a barrier between a reader and writer.

4. Be neither boastful nor meek. These two strategies - one based on pride and the other on humility - often lead inexperienced letter writers into trouble.

Aggressive letters, filled with boasts, rarely appeal to readers. Letters should radiate confidence and let the facts speak directly and pleasantly for themselves. The sentences on the left boast; those on the right capture confidence with grace.

Boastful	Graceful
You will find me the most diplomatic employee you have ever hired.	Much of my previous work has been in answering and adjusting customer complaints.
I have performed that procedure so many times I can do it in my sleep.	I have performed all kinds of therapy as part of standard procedure.

At the other extreme, some writers stress only their own inadequacy. Their attitude as projected in their letters is "I am the most unworthy person who ever lived". Note how the meek sentences on the left are rewritten more positively on the right.

Meek	Positive
I know that you have a busy schedule and do not always have time to respond, but I would be appreciative if you could send me your brochure on how to apply Brakelite.	Please send me your brochure on how to apply Brakelite.
I will be grateful for whatever employment opportunities you could kindly give me.	I will welcome the opportunity to discuss my qualification with you.