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

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

Qualities of effective correspondence

•The higher the post, the more time is

needed for written communication

Page 2: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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:

Page 3: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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.

Page 4: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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.

Page 5: Qualities of effective correspondence The higher the post, the more time is needed for written communication

Conversational style

•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.

Page 6: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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.

Page 7: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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.

Page 8: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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 .

Page 9: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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.

Page 10: Qualities of effective correspondence The higher the post, the more time is needed for written communication

• 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.

Page 11: Qualities of effective correspondence The higher the post, the more time is needed for written communication

Example : (not effective)1. Thanking you in advance2. I deem it advisable3. Kindly advise at an early date More effective expression :4. I will sincerely appreciate5. I suggest…6. Please let me know soon.

Page 12: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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.

Page 13: Qualities of effective correspondence The higher the post, the more time is needed for written communication

• 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.

Page 14: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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.

Page 15: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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.

Page 16: Qualities of effective correspondence The higher the post, the more time is needed for written communication

• We have received your report of May 1.Ans: You must be happy to know that your May

1 letter has been received.

Page 17: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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.

Page 18: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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

Page 19: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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.

Page 20: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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.

Page 21: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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.

Page 22: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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.

Page 23: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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

Friday.

Page 24: Qualities of effective correspondence The higher the post, the more time is needed for written communication

• 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.

Page 25: Qualities of effective correspondence The higher the post, the more time is needed for written communication

Overall tone of courtesy• Develop courteous

relationship•Write in a courteous tone•Write in conversational style• Emphasize readers’ view point• Select positive words

Page 26: Qualities of effective correspondence The higher the post, the more time is needed for written communication

How to achieve courteous tone?

1. 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:

Page 27: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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.

Page 28: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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.

Page 29: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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.

Page 30: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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.

Page 31: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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.

Page 32: Qualities of effective correspondence The higher the post, the more time is needed for written communication

• Sarcasm, insults, exclamations may have angry tone.

For example: • We will not tolerate this condition.• I can’t accept your negligence.

Page 33: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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.

Page 34: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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

Page 35: Qualities of effective correspondence The higher the post, the more time is needed for written communication

Techniques of Emphasis

• Emphasis also determines effect• There are 4 major emphasis techniques1. 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.

Page 36: Qualities of effective correspondence The higher the post, the more time is needed for written communication

2. Emphasis by space• The more space you give to something, the

more emphasis you have given it.

Page 37: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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.

Page 38: Qualities of effective correspondence The higher the post, the more time is needed for written communication

4. Emphasis by mechanical means:•Underscore, highlighting,

coloring, diagramming, underlining etc put more emphasis.• Italicized part of a sentence is

also emphasized often.

Page 39: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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:1. Tie-in sentences2. Repetition of key words3. Use of pronouns4. Transitional words

Page 40: Qualities of effective correspondence The higher the post, the more time is needed for written communication

Ctd.

1. 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.

Page 41: Qualities of effective correspondence The higher the post, the more time is needed for written communication

2. Repetition of key words:•It connects thoughts

Page 42: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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

Page 43: Qualities of effective correspondence The higher the post, the more time is needed for written communication

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.