Writing can be a very challenging task, especially if you’re aiming for excellence. This is why so many people avoid it altogether, thinking that it is not a task that they can put their minds to and achieve perfection. However, this is a misconception; anyone can be a good writer if they put their mind to it and commit to working at it.
The key to writing well is to understand what makes for good copy. Simply put, good copy will engage an audience and convince them to take a specific action. In the world of marketing and advertising, this is called persuasive copy; in journalism, this is called ‘newsjacking’ (as coined by Stephen King). While it can be extremely beneficial to learn about these terms and how to utilize them in your own writing, let’s take a look at how to write the perfect business letter first.
The Purpose Of A Business Letter
Business letters are usually used to communicate between two businesses or companies. They can also be used to give someone feedback on a product or service that they have used, or to simply state facts. Whatever the case may be, the goal of a business letter is always to persuade the reader to take some kind of action.
Let’s say that I’m a travel agent and you’re a potential client. I’d like to write you a business letter to persuade you to book a vacation with me. My goal will be to convince you to book a cruise with me because I think that they are a fantastic way to see the world and have some awesome adventures!
To do this, I’ll need to show you, the reader, that I’m a trusted authority on the subject matter (cruises), and that I’m offering you a fantastic deal (booking a cruise within your preferred time frame). To prove my expertise, I’ll cite widely-respected sources (such as the Travel Agent Hall of Fame) and use convincing language (such as “cruise ship experts” and “ideal for large groups”).
The Basics Of Strong Verbal And Written Communication
Many people think that writing is simply the process of putting words on paper, but this couldn’t be further from the truth. Good writing is a gift and a skill that some people are just naturally blessed with, while others have to work hard at it (but they all can improve!).
One of the first things that you must learn is how to communicate with your reader (or viewer, in the case of journalism) effectively and persuasively. This means that you must learn to:
- Understand what they’re trying to say
- Present your case
- Use appropriate language
- Paragraphically
- Avoid spelling errors
- Capitalize the right words
- Use action words
- Avoid using too many adverbs
- Use the right amount of punctuation
- Spelling and grammar check
- Edit for proper flow
- Polish and refine your work
For instance, if I were to write a pitch letter to a publisher of a travel magazine, I’d probably start by thanking them for having me stop by, then I would elaborate on the purpose of my visit (i.e. to provide insights on cruise lines). Next, I would share my findings with the reader, followed by a call to action (i.e. if they’re interested in cruising, read on!).
Depending on the subject matter at hand, you may want to write a little bit (or a lot!) of background information first. To establish yourself as an expert in the field, you can cite relevant academic studies, survey results, or even expert interviews from reputable media outlets.
Basic Principles Of Business Letters
As a general rule, a business letter should be concise, to the point, and free of spelling errors. Like other professional documents, a business letter should be well-drafted, polished, and easy to understand. To ensure that your letter is complete, you must end it with a solid call to action, such as “We look forward to hearing from you.”
Business letters should be typed (unless you’re sending it by hand), printed on good-quality paper, and double-spaced. To stand out, letters should be designed to fit the brochure or journal that you’re sending it to. As for the font, you should choose one that’s easy to read and stands out among the rest of the text.
Organization Is Key
Even if you’re sending a one-page business letter, you must organize it in a way that makes sense. A good business letter will usually be comprised of three parts (though this can vary): 1) A short introduction, 2) The body of the letter, and 3) A closing. To keep things organized, you can use a binder or a notebook to make a ‘body’ or ‘letter map’, mapping out the contents and reminding yourself of the key takeaways at the end.
For example, if I’m writing a proposal for a cruise line and I want to pitch its virtues to a potential client, I would start by writing a short introduction establishing my credentials as an expert in the field. Next, I would like to briefly describe the kinds of cruises that the line offers, including the itinerary, the size of the ship, and the onboard amenities. In this part of the proposal, I would like to include as many statistics and figures as possible to justify the value of a cruise. I would also cite various expert sources to buttress my argument.
The last part is where you put your request. In my example, I would like to ask the reader to consider a cruise with the line because it’s ideal for large groups and it has excellent onboard amenities. At the end, you must sign off with your contact information, including an email address.
The Need For Timeliness
Since business letters are usually used for some kind of business communication, you must ensure that you send them in a timely manner. Therefore, if you’re writing to someone shortly after your last communication with them, then you must write a short note to apologize for the delay. This could include a simple “Thanks for your time. We’re now working on following up with you on this matter” or a more elaborate and formal “Sincerely, John Smith _________”.
In some cases, you may want to add a P.S. (informal note) to your business correspondence, including a business letter. This could be to notify the reader of something that was said in the text or to bring them up to date on some new development. It is common to see P.S. in business letters because, as a rule, letters are usually shorter than other types of documents, so there’s no room for formalities.