Business Letter: Basics

Business letters, no matter whether they are written in a formal or informal tone, follow certain general guidelines and content criteria. And since a prudent person will read the letter from back to front, according to ancient Turkish Proverbs, let's take a look at what should be included in your letters.

Appropriate Tools

Basic tools of the trade include something to write with, something to write on and any additional items you want to include in the envelope. In lieu of regular postal mail, there is the business email letter to which you can attach marketing tools or include Internet hyper-links.

WRITE WITH:

Writing instruments outside of the computer and word processor include black and blue ink pens. They do not necessarily have to be fine point, but you won't want them to leave blotches all over the place. These pens would be used for signatures, adding a side or personal note to a standardized mass mailing-type letter, and for personally handcrafted short business notes like a “Thank you” or “Get Well” letter.

Word processors and computer programs today offer stationary backgrounds with some programs. And ink / font combinations are many. However, with so much spam or unwanted junk email, it is best to avoid extra work on the eyes and equipment like downloading stationary images and trying to read purple cursive font in 6 point. In the business world, stick to the basics to be safe. Text letters on plain white background in a 10- or 12-point font in Times New Roman is standard. And DO turn on and USE your spell checker.

WRITE ON:

For printing, paper and envelopes come in dozens of different sizes and styles; with full face and standard windows, in color, with print design, in different thickness, glossy, translucent - - the list goes on. To play it safe, use standard computer and word processor 20-lb. paper and stationary size is 8 ½ X 11 inches. Standard business envelopes are the NO. 10 measuring 4 ½ X 9 ½ inches.

Professional business stationery with matching envelopes looks great and can be costly, but does not have to be. A simple black / white or other 2-color logo along with your company name and address along the top with your contact information works fine. But a high-priced multicolor original design logo is not necessary. If you want something with a little extra pizzazz, though, and cannot afford to hire a graphic artist, check around for some of the latest software out there that makes logos and works on your computer.

If you are seriously looking to impress someone or have another need for fancier stationary products, the Internet and yellow pages can introduce you to dozens of office supply stores, print shops and outlets with something for every price range.

GRAB THEIR ATTENTION!!!!

Don't stop with just the basic letter/envelope combo. People WANT to get involved. They want you to TELL them why to buy and not waste their time. So give them something.

Items to include with your letter are unlimited in scope. Add a brief bio / resume / testimonial page along with your business card on standard paper, CD, translucent film, in chocolate or on a Rolodex card. Or choose from a number of super marketing aids to coordinate a complete sales pitch with your business letter: a $ million bill with your company message on it, a company pen or pencil so that the recipient can complete a reply card – also enclosed, candy or gum packaged in your company logo, confetti, mouse pad, notepad or any number of office items with your logo on them.

For cyber-letters, most recipients who do NOT know you will DELETE your letter if there is an attachment, out of fear of a virus attack. So unless someone specifically requested information from you or they already are familiar with you, do not send attachments with your first letter.

In email letters where attachments would be acceptable, Adobe attachments are popular since they can be opened with a free Adobe Reader download and the majority of computers have this application already available. You could send many types of attachments this way: digital images of your product, Reports in full color, articles with testimonial and photos, etc.

Format: 6 Parts of Biz letter

Now that you have all of your contents together, let's go back to that letter and roll up our sleeves. Remember what your English teacher taught you in school? If not, that's OK. Here are the six main parts of the letter: the heading, inside address, salutation, body, closing and signature. (Note that in email business letters, standard formats flush to the left).

HEADING

If your letterhead already includes your contact information, there is no need for adding another heading, duplicating your information. In the absence of letterhead, you need a complete mailing address like this:

123 South Main Street
New York, New York 10023
May 23, 2003

Note that it is OK to use abbreviations, but be consistent. In other words, if you abbreviate the state in your heading, abbreviate the state of the Inside Address (next section below) as well and throughout your letter.

INSIDE ADDRESS

If your business letter carries a more informal tone, you may wish to disregard this section. Otherwise even with email, here is what is needed:

Mr. William Moore, President
Eastman Corporation
233 East Chestnut Street
Chicago, Illinois 60636

Or:

Mr. William Moore
President
Eastman Corporation
233 East Chestnut Street
Chicago, Illinois 60636

SALUTATION

Type the greeting two spaces below the Inside Address and flush with the left-hand margin. ALWAYS add a colon after it – ALWAYS.

And do NOT be afraid to be formal, even in the world of instant e-mail letters. No need to irritate a potential customer right off the bat saying, “Yo, Bill,” when he could prefer, “Dear Mr. William Moore.”

These are the most popular greetings:

Gentlemen:
Ladies:
Dear Sir or Madam:

Remember that government officials and military personnel with titles need to be addressed with respect:

Dear Governor Jones:
Dear Senator Johnson:
Dear Major Wilkenson:

BODY

The body obviously carries importance to achieve your goal, so determine that first. Then write accordingly. For example, if your letter is a sales letter, make sure you list benefits and testimony to create desire in the reader. If it's a letter of application, simply state that and include your completed application. And if it's a business order, include your order information.

Regardless of which type of business letter, make sure to include a call to action at the end. For instance with a sales letter, ask for an order or for the reader to call or send a reply card for more information. If you sent an application or order, you could ask for a confirmation letter or phone call.

And in all cases, be to the point. If it's an order, there is no need for a three-page commentary about the latest industry news. Write up your order and mail it. Of course, in friendly business communications, content is more flexible.

CLOSING

Standard closings include:

Yours truly,
Very truly yours,
Sincerely,
Sincerely yours,

Note that you only capitalize the first word. And begin the closing just to the right of the middle of the page.

SIGNATURE

Practice a couple times first. Then sign on a smooth, uncluttered surface - - i.e. probably NOT your desktop. Enough said.

In conclusion, remember: the word that is heard perishes, but the letter that is written remains (Traditional Proverb). So proof read and edit your letters and make sure what remains reflects your best effort.

Brian Maroevich