Definition & Purpose

 It is a letter written in formal language, used when writing from one business organization to another, or for
correspondence between such organizations and their customers, clients and other external parties.
 It is formal and direct and it avoids figurative language
 It is a written communication or message between a sender and a receiver used to transact business which cannot be
conveniently conducted orally.
 A business letter is more formal than a personal letter. It should have a margin of at least 1 ½ inches on all four
edges. It is always written on 8½"x11" (or metric equivalent) unlined stationery.

 It is effective if it succeeds in building up goodwill and in securing a favorable response.

 It is characterized by clarity, conciseness, accuracy, neatness, and promptness

Purposes
They are used for different purposes like
 To place orders
 To make inquiries
 To make credit request
 To request for claims and adjustment
 To make apology for a wrong or simply to convey goodwill. etc.
 To establish goodwill among persons and establishments
 To attempt to secure action from the reader

Even today, they are very useful because it produces a permanent record, they are confidential, formal and delivers
persuasive, well-considered messages.

Characteristics of a BL

1. Simplicity:
A business letter should be simple. It should be written in a lucid (easy) language so that it is clear to the receiver. The
language can be similar to that of social letters as long as formality is maintained. The letter should make an instant
appeal to the reader.

2. Conversational style:
An effective letter is one that gives an impression of face to face communication. Letters are the written media by which
sender of the message speaks to the receiver. Hence a letter should be written in a conversational style. Conversational
style is interactive in nature and is more or less informal.

3. Clarity of goal:
• The writer should be clear about what he wishes to convey. He should keep all the facts and figures of the
information handy. The letter should be written in such a way that it reflects the goal clearly and easily. There
must not be any ambiguity.
4. Public relation:
• Business letters reflect the image of the organization. All business letters should therefore be drafted keeping in
mind the objective of enhancing the organizations goodwill, image and public relations.

5. The ‘You’ attitude:

• The business letters should be written keeping in mind the reader’s point of view. It should be able to convey the
sender’s interest in the reader. For this the ‘You’ attitude should be adopted. The T’s and ‘We’s’ should be
avoided and more of ‘You’s’ should be included. This will show the sender’s interest in the reader.
6. Courteous:
• The business letter should be courteous. Courtesy implies that the letter seeks favor politely and expresses
gratitude profusely for the favors done. Thus the language of the letter should be polite and appealing.
7. Persuading:
• The basic idea behind every business correspondence is to persuade the reader be it a sales letter, letter of
enquiry or letter of complaint. Thus to persuade the reader in an effective way the piece of correspondence
should be well written. So as to persuade the reader in ones favor.
8. Sincere:
• The business letters should be sincere. This means that the letter should be written in such a way that the readers
believe what the letter says. It should not hide reality. It should also be free from hypocrisy making tall claims. The
matter should be stated erectly and genuinely.
9. Positive language:
• The words of the letter should be chosen with care. As far as possible the language of the piece of letter should
be positive. The use of negative words should be avoided as it gives an impression of negative outlook and
approach.
10. Due emphasis:
• Proper emphasis should be put on the content of the piece of correspondence. This requires logical thinking on
the part of the writer. The writer should himself be clear in his mind what he wants to convey.
• Only then he can emphasis properly. Proper emphasis is to be given according to the message Conveyed. Proper
punctuation aids to this. It should also be noted that short sentences are better than long sentences.
11. Coherence:
• The information present in the letter should be arranged in a logical way. This is done by using carefully the
linking devices, pronouns, and reputing the key words. Unless arranged in a logical way the information will lose
its meaning and thus the objectivity of the correspondence will be lost.
12. Care for culture:
• All business correspondence seeks to be written keeping in mind the reader’s point of view. As such no words
should be used which offends the cultural background of the reader? The best way is to avoid use of culturally
derived words, slangs, colloquialisms etc. Harmless and in offensive words should be used.
13. Tactful approach:
• The writer should adopt a tactful approach while writing a business letter. It can be a direct approach letter, an
indirect approach letter or a middle approach letter depending on the message to be conveyed. Generally good
news is conveyed directly where as a bad news or a complaint adopts indirect or middle approach.
14. Ethical standard:
• A business letter reflects the image of an organization. Therefore all business correspondence should maintain
certain ethical standard. Although business correspondence should be persuasive and tactful, without ethics they
will be fruitless. It may pay in short run but it will not reap harvest in long run.
15. Brief but complete:
• Brevity is the soul of correspondence. In short the receiver must know what the sender wants to transmit. But
briefness does not mean incomplete. An incomplete letter does not fulfill its objectives. All necessary matter
should be incorporated in the letter. Thus the quality of brevity and completeness should be there in business
letter.

Basic Parts of Business Letter

1. HEADING
Companies usually use printed paper where heading or letterhead is specially designed at the top of the sheet. It bears all
the necessary information about the organization’s identity.

-may take the form of the letter head or complete mailing address of the sender
-it is consist of the name of the firm or the individual and the complete address
-the ff. may be added:
-company logo, contact number, company principle, names of the organization officials
-the letterhead reflects the distinct personality of the company or the firm

*In the absence of a printed letterhead, the heading takes the form of the complete mailing address of the sender and the
date when the letter is written. These are written from one and a half inch to two inches from the top of the sheet starting
at or slightly to the right of the horizontal center.
 The name of a thoroughfare such as street, avenue, boulevard, drive, or road should not be omitted.
 The month of the year should not be abbreviated.

2. DATELINE
 It is composed of the month, written in full; the day of the month, set out in comma; and the year written in full.
 It may be centered, typed, flushed with the right margin starting at the center point of the page, or in fullblock
letters, starting at the left margin.

Date format:
-conventional type: month/date/year
November 12, 1990

-UN type: European or military correspondence: date/month/year

12 November 1990

3. INSIDE ADDRESS
-includes the name, the title, and the exact address (name of the firm, the street, the city, and zip code number) of the
person whom the letter is addressed
- all lines are blocked on the left margin
- it is typed two-four lines after the dateline
- it is to occupy three-five lines, single-spaced
- use a title with every name such as Mr., Mrs. or Miss, or if the addressee holds some special titles Doctor, Professor or
Honorable.
- “Honorable” is used for government officials like the president, senators, congressmen and mayors.

The following formats are acceptable:

The Honorable Jose B. dela Cruz (preferable)
The Honorable Jose dela Cruz
The Honorable dela Cruz

- Effort should be made to write the full name of the addressee. Do not abbreviate the title if you know only the family
name.
- The Inside Address is always on the left margin. If an 8 1/2" x 11" paper is folded in thirds to fit in a standard 9" business
envelope, the inside address can appear through the window in the envelope.
 An inside address also helps the recipient route the letter properly and can help should the envelope be damaged
and the address become unreadable.

4. SALUTATION (GREETING)
  this is considered as a complimentary greeting and expression of courtesy to put the reader in a friendly reception
frame of mind
 this is typed two or three spaces below the inside address
men women
Most formal Sir: Madam:
Formal My Dear Sir: My Dear Madam:
Less Formal Dear Sir: Dear Madam:
Friendly/ Dear Anson: Dear Maria:
Intimate

-A colon ends the salutation line

The plural forms for all formal salutations are Gentleman, Mesdames or Ladies.

5. BODY

The body is where you explain why you’re writing. It’s the main part of the business letter. Make sure the receiver knows
who you are and why you are writing but try to avoid starting with "I". Use a new paragraph when you wish to introduce a
new idea or element into your letter. Depending on the letter style you choose, paragraphs may be indented. Regardless
of format, skip a line between paragraphs.

 it is the most important part of the letter

 consists of the full message of the letter
 is composed of at least two/three paragraphs.
 it begins two spaces below the salutation
 As a general rule, single spacing should be employed within paragraphs of the body of the letter, double space in
between paragraphs. When the message consists of only few lines, however, double spacing within paragraphs is
permissible.

6. COMPLIMENTARY CLOSE

This short, polite closing ends always with a comma. It is either at the left margin or its left edge is in the center,
depending on the Business Letter Style that you use. It begins at the same column the heading does. The traditional rule
of etiquette in Britain is that a formal letter starting "Dear Sir or Madam" must end "Yours faithfully", while a letter
starting "Dear …(name of the addressee)" must end "Yours sincerely". (Note: the second word of the closing is NOT
capitalized)

 it is typed two lines below the last line of the body of the letter and aligned with the heading of the letter.
 the complimentary close should be consistent with the salutation and the message

The following complimentary closes are arranged in the order of their decreasing formality:

Very respectfully yours,

Respectfully yours,
Very truly yours, (officially used for business purposes)
Truly yours,
Very sincerely yours,
Sincerely yours,
Very cordially yours,
Cordially yours,
Yours cordially,
Sincerely,
Cordially,

7. SIGNATURE

-it consists only the name of the writer

-typed three –four lines below the complimentary close, followed by his designation or title

Cordially,

CARBONELL’S COMPUTER SERVICE

Juan Dela Cruz

Executive Assistant
SUPPLEMENTARY PARTS OF BUSINESS LETTER

1. ATTENTION LINE

-if the writer wishes to reach a certain person in the company because the letter is something urgent, attention line may be
used
-It begins in the left margin, two spaces below the inside address and should be centered

Asian Oil Company inside

Taft Avenue, Manila address

Attention: Mr. Juan dela Cruz, Sales Manager

2. SUBJECT LINE

 this is used to inform immediately the reader what the letter is all about
 it is usually typed double spaced between the salutation and the body or between the inside address and the
salutation.
 it is also used for quick reference and for tracing and identifying the correspondence
 it may be typed in full capital letters or underlined for emphasis

Gentlemen: Salutation

Subject: Semi-Annual financial Report or SEMI-ANNUAL FINANCIAL REPORT

3. REFERENCE/IDENTIFICATION INITIALS
 the initials of the typist and the writer are typed two lines below the writer’s name and title in the signature block
 it is usually placed at the lower left-hand corner of the letter, ordinarily one or two spaces below the last line of the
signature cluster.
 It may also be written immediately below the last line of the signature.
 generally, the writer’s initials are capitalized and the typist’s are lowercase, but this format varies
Example:
JUAN DELA CRUZ
President

JDC/dgf

4. ENCLOSURE NOTATION
 is used to safeguard at the mailing time enclosed materials that should accompany the letter like records, checks,
documents, and the like
 usually typed under the typist’s or stenographer’s initials
 the notation may be spelled out (Enclosure/Attachment), or it may be abbreviated (Enc./Att.)
 It may indicate the number of enclosure or attachments, and it may also identify a specific enclosure (Enclosure:
Form 137)

Enc: 1. Brochure
2. Catalogue with Price List Enclosure
3. Order Slip

5. COPY NOTATION
-It is written if the writer has to furnish some copies of the letter to other persons or offices
Cc-may use to indicate carbon copy
Pc-photocopy
C-for any kind of copy
-A colon following the initial(s) is optional

Cc: Director, HRMO Copy

6. CONTINUATION LINE
 It is preferable to use a single sheet for the entire letter; however for letters with more than one page, an
identifying continuation heading aids in assembling or reassembling the pages should they become separated.
  The line should start six spaces from the top edge of the succeeding pages

The heading should consist of :

 The name of the sender
 The page number
 The date

Example:
Dr. Juan J. Cruz 2 July 20, 2013

7. POSTSCRIPT (PS)
 It indicates that the writer has forgotten something to say in the body of the letter.
 It is usually written one line after the printed signature.
 An afterthought, it shows the writer’s disorientation and it is not looked upon favorably.

BASIC PARTS OF A BUSINESS LETTER

78 Tapuac District
1. Heading Dagupan City
July 20, 2013

(2-4 spaces)

Mr. Richard O. De Guzman

Manager, ROG Engineering Works 2. Inside Address
988 Perez Street, Dagupan City

(2 spaces)

Sir: 3. Salutation

Thank you for _______________________________________________________________

________________________________________________________________________________
________________________________________________________________________________
_____________________. 4. Body of the letter

(2 spaces)

5. Complimentary close Truly yours,

(2-4 spaces)

6. Signature Grace V. Rufino

Title/Designation
THE SUPPLEMENTARY PARTS ADDED TO THE BASIC PARTS OF THE LETTER

Letterhead KING’S MANUFACTURING COMPANY

78 Tapuac District, Dagupan City

Date July 20, 2013

ROG Engineering Works

2109 Perez Street Inside Addres
Dagupan City

Attention: Mr. Richard O. De Guzman Attention Line

Manager

Gentleman: Salutation

Subject: Delivery of 60 Model W-500 SANHO air

conditioning units Subject Line

Thank you for _______________________________________________________________

________________________________________________________________________________
_____________________________________. Body of the letter

We look forward to
______________________________________________________________
___________________________________________________.

Complimentary close Truly yours,

Signature Grace V. Rufino

(Title/Designation) Manager

Abd/GVR Identification initials

Enc:
Delivery receipt - Enclosure

Cc: Accounting Officer - Carbon Copy Notation

 APPEARANCE OF THE LETTER

 Stationery
-paper, envelopes
-size of paper 8 ½ x 11 and its color

 Picture-frame layout
 Letter Styles

STYLES OF BUSINESS LETTER

1. Full Block
 all the lines begin in the left margin of the page
 this is more convenient to use because the writer does not bother about any indentions
 is considered very modern & the most formal and it requires the most formal greeting

2. MODIFIED BLOCK
 the writer changes the position of the dateline, complimentary close/closing lines, and signature
 they appear in the center/begin at the center
 the complimentary close & signature block usually align with the dateline
 the date is usually placed two inches from the top edge or two lines below the last line of the letterhead
 all the paragraphs begin at the left margin of the page

3. SEMI-BLOCK
 the date and the complimentary close begin at the horizontal center lead of the letter.
 it is similar to the modified block style, however, the first of every paragraph of the body are intended

4. HANGING INDENTED
 this is not commonly used except in advertising or in sales letter
 Its primary objective is to attract the reader’s attention.
 This is similar with the modified block style with the ff. exception:
-the second and all other paragraph lines are indented either five or ten spaces;
-the first line of each paragraph is not indented

5. SIMPLIFIED LETTER STYLE

 this is the same with full block style
 their main differences:
 Omission of both salutation & complimentary close
 Subject & reference lines are always in typed in bold letters
 Listings in the message are intended by five spaces, except when the item are numbered or lettered.
 When the items are denoted by letters, they are sent in full block form, and no periods are used after the
numbers.
 The primary purpose of this style is to save time in the preparation. Most writers consider this cold and
impersonal. In effect, they use of the traditional styles.

PUNCTUATION STYLES

1. OPEN PUNCTUATION
 does not require any punctuation to be used after any part of the letter except the message
 it is usually used in full block form

2. STANDARD PUNCTUATION
 in this style, only the salutation and the complimentary close contain punctuation marks
 salutation is followed by a colon
  complimentary close is followed by a comma
 this style is commonly used

3. CLOSED PUNCTUATION
 it is the least used, not recommended for use in modern letters anymore
 it places a period after the date and a comma after each line of the inside address except the last line, where a
period is placed after the name of the city or province. The same punctuation is used in the signature block.

THE C’S OF BUSINESS LETTERS

Qualities of effective business letters:
1. Completeness – you tell your readers all that he wants and needs to know. All questions your reader asked or might
ask should be answered

2. Clearness – clear writing implies clear thinking. As a writer, you should strive for clarity and vividness. You have to
avoid the use of abstract and general terms.

Furthermore, one should avoid dangling and misplaced modifiers in order to achieve clarity. A misplaced modifier
occurs when the modifier is placed too far from the word it modifies. Dangling modifiers, on the other hand, are
expressions that do not clearly refer to the noun or pronoun in a sentence and usually occurs when the sentence begins
with a participle, infinitive, or a gerund.

Examples:
Misplaced Modifier: Whether you travel for business or for pleasure, charge everything to your credit card in
Canada or the United States.

Improved: Whether you travel for business or for pleasure in Canada or United States, charge everything to your
credit card.

Dangling Modifier: When filling out an employment application, the personnel manager expects each applicant to
use ink.

Improved: When filling out an employment application, each applicant is expected to use ink.

The difference clear writing and unclear writing is the words used or chosen. What creates a clear image in your reader’s
mind is the simple or familiar word you used in writing. A high-sounding word may impress your reader, but this may only
result in confusion rather than understanding. You better avoid jargon or gobbledygook.

Examples:
Outdated Up-to-date
In reply to your letter which the undersigned has Please wait for our credit investigator who will
been in receipt of, it is respectfully requested that see you soon to look into your loan application
you await the arrival of our credit investigator who with our company.
shall, in due time, investigate your application for a
loan with our company.

Your recent letter has been endorsed to the proper
authority for action.
Your reciprocating the favor enhances the
probability of your closing the action.
Your May 2 letter has been endorsed to the
Accounting Office (Legal Office, Dean’s Office,
etc.) for action.
If you return the favor, you will surely make the
sale.

As a modern writer, avoid using time-worn, stale expressions that linger from the past. Replace outdated expressions with
more modern phrasing.
Outdated Expressions Modern Phrasing
are in receipt of have received
as per your request at your request
attached here to attached
enclosed please find enclosed is/are
kindly advise please write
pursuant to your request at your request
thanking in advance thank you
I trust that I think/I believe
 under separate cover separately
advise tell
favor us with a reply please write/please reply
with your kind permission may I
I seek your kind indulgence I hope you understand
in due course by next (the day)
beg to advise/state/suggest
If you want your letter to be clear or understandable, you should make sure that words or sentences are properly ordered,
punctuation marks are correctly used, and words are correctly chosen. The most important requirement in writing is to
think clearly, for clear writing results from clear thinking.
3. Conciseness
Concise writing involves the expression of an idea in the fewest possible words without sacrificing completeness or
clearness of meaning. It is being brief but understandable and forceful. It is knowing when to stop writing when the job is
done.
To be concise:
 Say what you have to say and then stop.
 Look for shorter ways to say what you intend.
 Eliminate redundant words.
 Concentrate on making flabby phrases short.
 Delete excessive prepositions.
 Avoid lead-ins.
 Omit needless adverbs.
 Eliminate expletives

Flabby Expressions
Flabby Concise Flabby Concise
At a later date Later In addition to the above Also
At this point Now In the event that If
Afford an opportunity Allow In the amount of For
At the present time Now, presently In view of the fact that Because
Due to the fact that Since, because In as much as Since
During the time While More or less About
Fully cognizant of aware Until such time as Until
In the near future since

Wordy Prepositional Phrase

Wordy Concise
1. Solid Steel approached the merger in careful 1. Solid Steel approached the merger carefully.
manner.
2. The merger will probably be affected.
2. The merger will, in all probability, be affected.

3. We have taken this action in very few cases. 3. We have seldom taken this action.

Long Lead-ins
Wordy Concise

1. Our office is sending you this announcement to 1. Our office will be closed on Monday.
let you all know that the office will be closed on
Monday.

2. I am sending you this letter because Professor 2. Professor Elena Cruz suggested that your
Elena Cruz suggested that your organization organization needed to hire trainees.
needed to hire trainees.

Needless Adverbs
Wordy Concise
 1. We actually did not really give his plan a very fair 1. We did not give his plan a fair trial.
trial.

2. Professor Diaz offered an extremely fine course 2. Professor Diaz offered a fine course that students
that students definitely appreciated. appreciated.

Expletives
Wordy Concise
1. There are three secretaries who meet directly the 1. Three secretaries meet directly the clients.
clients.

2. It is the clients who should make application for 2. The clients should apply for licensing.
licensing.

4. Correctness
For business letters to be correct means to be perfect. To be perfect, your letter must possess the following:
a. correct physical make-up;
b. freedom from all errors in grammar, punctuation, capitalization, correct usage, sentence and paragraph
structure; and
c. freedom from errors in facts and figures.

5. Coherence
Coherence means the process of sticking together. There are three level of achieving coherence:
a. Coherence within the paragraphs
b. Coherence among sentences in a paragraph
c. Coherence within the words in a sentence
In writing a well-planned business letter, you use the three paragraph approach including:
1. An introductory paragraph explaining the topic of the letter or possibly referring to a previous correspondence;
2. A middle paragraph which contains the body of the letter;
3. A final paragraph which sums up and explains what course of action to take

6. Courtesy
Courtesy is a mental attitude, a way of life among people living in a society (Romero, 1984). It means recognizing and
showing respect for the value and worth of other people. Furthermore, it means consideration, friendliness, and
willingness to serve others.

It is composed of the following:

a. a positive attitude – when you think positive, you appear cheerful and compatible emphasizing the bright side of
life and minimizing the gloomy side. You are optimistic and you believe that everything will turn out right.

Negative: Could you not send the goods on time? Is it not your responsibility to deliver the goods to
me?
Positive: Please deliver the goods I ordered on May 10 by Tuesday, if possible.

Negative: Your two boxes of mayonnaise will be sent without delay.

Positive: You will receive your boxes of mayonnaise which we are sending today.

b. a You-attitude – this attitude shows respect among others and putting consideration on them.
Self – centered: I am glad to welcome you as a new chairman of the committee.
You – centered: Welcome as a new chairman of the committee.

Self – centered: I want to take this opportunity to thank you for attending the seminar yesterday.
You – centered: Thank you for attending the seminar yesterday.

c. a sincere and personal relationship with people – you need to befriend your reader to have a personal
relationship with him. True friendship is one which is based on understanding, caring for others, and closeness to
others. Using your reader’s name in a natural, conversational way helps to produce a personal and pleasant
atmosphere. It also gives him the feeling of individuality and importance. However, you have to avoid using your
reader’s name frequently.

Self – centered: I want to thank you, Mr. Dizon for your recent order of a new set of Everest luggage.
You –centered: We appreciate your order, Mr. Dizon for a new set of Everest luggage.
 d. A willingness to serve others – This attitude comes from empathy. It means placing oneself in somebody else’s
shoes. Empathy leads to a consideration for the reader’s feelings and point of view resulting in a friendly and kind
attitude toward others.

Example: Yes, Miss Santos, you may depend upon us to make the reservation for you.

TYPES OF BUSINESS LETTERS

1. Letter of Inquiry
 It is a letter asking for request and information
 it seeks for help, assistance, or in general asking information about the product manufactured, service rendered,
prices, quotations, terms, catalogue, etc.
 it is also usually a response to an advertisement inviting the reader to write a certain department or division for
further information.

Writing Plan for an Inquiry

a. Opening Directly
b. Details in the body
c. Closing with an Action Request

2. Reply Letter
-Any reputable organization should adopt the policy of sending replies to inquiries to maintain its public goodwill.
-replies should be handed promptly, cheerfully, and competently.

A reply to an inquiry may contain the following information:

First paragraph: Express appreciation for writer’s interest in your company, its products, or its services.
Second paragraph: State the information requested cheerfully and if possible, add relevant details.
Third paragraph: Graciously indicate willingness to be of further assistance. You may enclose folders, booklets, or
catalogs which might be of value to the reader.

3. Sales Letter – although every letter is a sales letter, the term sales letter is used in connection with selling some
merchandise or services, making friends, and creating good feeling between the company and its customers.
Steps in planning to write Sales Letter:

 Determine the aim of your letter

 Determine your market – who is your market – or the kind of individuals to whom you are writing?
 Choose appropriate appeals
APPEAL BUYING POINT DEVELOPED
Pleasure Helps you relax and enjoy our product at home
Comfort Helps you get a restful night’s sleep
Health Purifies air and helps people with allergies
Thrift Low initial cost and cost of operation
 Organize your facts according to a logical, effective, and easy-to-follow plan
 Open the letter with attention-catching statements
 Build the interest and desire of the reader with colorful, descriptive words and expressions. (Help the
reader feel, taste, smell, and see the product.)
 After developing his interest to a strong degree, convince him such that he really cannot afford BOT
to buy the merchandise or service.
 Move the reader to act by either:
a. enclosing a return envelope or postal card
b. suggesting that the reader “act now before it is too late”, or
c. offering specials inducements for prompt action

4. Persuasive Letters
-Persuasion is a technique used to gain compliance from the recipient of the message.
-Persuasive letters or letters with the goal of changing the receiver’s beliefs, actions, feelings, attitude, or values must
include information that will entice the reader to take the action you are requesting (Quible, 1996)
-When there is resistance anticipated or when ideas require preparation before they can be presented, you need to use
persuasion.

Barriers that may prevent your ideas from complying with your request:
 Reader’s lack of interest
 Reader’s lack of need
 Reader’s dissatisfaction with products or services
Persuasive business letters primarily use the indirect approach because the direct approach may not work. The request
stated directly at the beginning of the letter may represent unwanted bad news. Therefore, present facts and information
that make your message appear helpful will help the reader understand the message.

Four steps to organize effective persuasive letters:

1. Attracting Favorable Attention
using a famous quotation
“Home is where the heart is, and coming home is the best part of the day”
outlining
Turn your summer vacation into gold!
using a news announcement
According to the recent survey results, the financial protection of Filipinos is 36 percent below the family-need
level.
asking a question
Who says you can’t be a millionaire?
outstanding feature
KISLAP moisturizing soap showed no negative traces of harmful ingredient. KISLAP moisturizing soap is
completely free from any harmful ingredient.
shocking statement
There is money in earthworms!
announcing a gift
You can be our next scholar!
asking a question and outlining an outstanding feature
Why pay for only one if you can get two for a price of one!
using famous proverb
A stitch in time saves nine

2. Creating Interest
Creating interest is normally achieved by:
 being positive
 giving clear definitions of the product or service
 identifying features
Creating interest therefore, is often accomplished not only by clear and precise descriptions of all the tangible or physical
characteristics but also of all the intangible or value aspects of the products and the services.

3. Establishing Desire & Conviction

can reach prospective customers by the following:
-style, attractiveness, and neat appearance rather than just clothing
-feelings, ideals, respect, and comfort rather than items or products
-knowledge rather than books
-economy and pleasure of making personal items rather than tools
-comfort rather than air conditioning
-cleanliness rather than soap products
-beauty and hope rather than cosmetics

Effective Techniques in convincing readers to purchase the product or patronize the service offer:
 Readers benefit - You’ll be able to improve your vocabulary by enrolling at our new summer speech clinic.
 Concrete language – Now, Samsung LED technology brings you colors so vivid, details so sharp, a picture so real,
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Samsung LED TV.

 Objective language – Words like fantastic, without fail, fool proof, amazing, astounding, etc. seem not to be true.
Overblown language may cause your readers to reject the entire sales message.

 Product confidence – More than 85% of Pinoys believe Shell Fuels give better mileage. Everyday, more and more
private motorists are realizing that Shell Fuels give them better mileage that helps them go further.

 Testimonials – The old adage has always been “location location location” when it comes to buying real estate, but
I’ve learned the new rule: location location developer. And my choice is CENTRY PROPERTIES – Piolo Pascual.
4. Explaining Desired Action – Effective persuasive letter should not make your readers work at determining what action
they must take. Rather you must sate the action clearly and concisely. Therefore, you are expected to do any of the
following:
 specifying the action desired
We won’t let you go through so much hassle. Just call 8169672 and we will send you a representative to
demonstrate cooking with La Germania Oven.
 Providing reply forms and postage
Just mail the enclosed coupon with your name and address, and we’ll take care of everything.
 offering special terms and inducement
Now is the great time to join UNIVERSAL SPEECH CLUB. By joining now, you’ll receive a handsome black and
gold-tone calculator and a quartz pen watch.

5. Collection Letters
-are used by organization to entice its charge customers to repay an outstanding charge-accounts balance.
-are considered persuasive messages because they include motivation designed to get the reader to comply with your
request (Quible, 1996)
-are prepared when the costumer fails to meet one or more payment deadlines

Characteristics of Collection Letters:

 Low-by, no direct request for money
 Sensitivity to the specific circumstances of the situation
 Timing
 Wording that avoid to eliminate the customer

6. Order Letter and the Acknowledgement Letters

These are very vital and may be used in the enforcement of the law; therefore these should be carefully reviewed
and stated clearly.

Parts of the Order Letter:

a. name of the article ordered
b. description of the item/size, style, finish, quality, material, weight
c. number/page of the item in the catalogue if available
d. units/quantity of the items ordered
e. unit and total price of the items
f. method of payment
g. manner of delivery
h. date when the goods or services are required
Note: The list of goods should be properly placed in tabular form. The acknowledgement letter should be sincerely worded
establishing continuous business relation.

7. Letter Giving Instructions

This is usually sent to subordinates or to others in the workplace who need information and advice. These usually
take the form of memos and are either sent, handed, or e-mailed to the recipient.

When writing a letter of instruction, the following should be taken into consideration:
a. clarity of the instruction
b. right tone

Parts of Letter of Instruction:

a. reason for the letter
b. detailed instructions
c. an expression of cooperation and opening the way for further correspondence

8. Claim Letter and Letter of Adjustment

These are used to express whenever a misunderstanding arises between two parties. It aims to express what has
been wrong or unfair in a given transaction and ask for justification or rectification on the alleged error in a certain
transaction. It should be written with strict clarity, courtesy, and honesty which are essential for maximum effectiveness.
Parts of the Claim Letter:
a. complete statement of what is wrong
b. statement showing the inconvenience experienced by the writer
c. request for adjustment or rectification
d. an appeal for fair play of the reader

Letter of Adjustment
This is the reply to the letter of adjustment with the restatement of the case and an appeal for a fair adjustment of
the situation.
Parts of the Letter of Adjustment:
a. expression of interest, sympathy, or apology
b. clear and complete statement of the facts for an understanding of the adjuster’s point of view
c. offer of fair adjustment to both parties
d. assurance that the situation will not happen again and the establishment of goodwill.

9. Application Letters
The main purpose of the application letter is to convince the reader that the applicant is able and qualified for the
position; the writer should confirm that he is a person of good character and values.
The successful letter of application is one which makes a strong and favorable impression upon the reader.
Therefore, it should be well-written, clearly worded, and properly formatted.
Two types of application letter:
a. Solicited letter – replying to an advertisement either in print or in broadcast media
b. Unsolicited letter

-introduce résumés, relate writer strengths to reader benefits, and seek an interview.
-application letters are sales letters
-it sells your talents and tries to beat competition

Primary Parts of Application Letter:

1. An opening that gains attention
2. A body that builds interest and reduces resistance
3. A closing that motivates actions

Résumés
The résumé is a concise summary of pertinent facts about yourself, the basic purpose of which is to acquaint your
prospective employer about your background

The resume cannot be a substitute for an application letter.

A résumé does more than merely list your qualifications:

-it packages your assets into convincing advertisement that sells you for a specific job
-the goal of preparing a résumé is to win an interview

Styles of Résumé
A. Chronological Résumé – this lists work history job by job, starting with the most recent position. Recruiters favor
this style because such résumés quickly reveal a candidate’s work stability and promotion record. Chronological
style works well for candidates who have experience in their fields of employment and for those who show steady
career growth.
B. Functional Résumé – this focuses on a candidate’s skill rather than on past employment. Like chronological
résumé, the functional résumé begins with the candidate’s name, address, telephone number, job objective, and
education. This résumé style highlights accomplishments and can de-emphasize a negative employment history.
People who have changed jobs frequently or who have gaps in their employment records may prefer the
functional résumé. Recent graduates with little experience also find this résumé style useful.
C. Combination Résumé – draws on the best features of the chronological and functional résumé styles. This style
emphasizes a candidate’s capabilities while also including a complete job history.

RESIGNATION LETTER
A resignation letter is a letter formally advising your employer that you are leaving your job. A resignation letter can help
you maintain positive relationship with your employer, while paving the way for you to move on.

When writing a resignation letter, it's important to keep your resignation letter as simple, brief, and focused as possible. It
should also be positive.

Once you have made the decision to move on, there's no point in criticizing your employer or your job. Your letter of
resignation should include information on when you are leaving. You can also let the employer know you appreciate your
time with the company.

What to Include in Your Resignation Letter

• The fact that you are leaving and date when your resignation is effective.
• Thanks to your employer for the opportunities you have had during your employment.

It's usually better to resign in person, then follow up with a formal resignation letter. However, if you need to send a
resignation email, write it as professionally as you would a resignation letter on paper.

Regardless of why you are resigning or how you feel about it, if you mention why you are leaving, make sure that you do
not include anything negative or disparaging about the company, your supervisor, your co-workers, or your subordinates.