Business communication Revision Classes

SHAHJEESHAHJEE COLLEGIATECOLLEGIATE
RIVISION SESSIONRIVISION SESSION
BY SIR HASEEB UR REHMANBY SIR HASEEB UR REHMAN
FOR THE STUDENTSFOR THE STUDENTS
OF B.COM IIOF B.COM II
STARTING FROM 3STARTING FROM 3RDRD
DECEMBER ATDECEMBER AT
WATERPUMP CAMPUSWATERPUMP CAMPUS
THU & SAT 12:3O TO 1:30THU & SAT 12:3O TO 1:30

Factors of CommunicationFactors of Communication
Communication is aCommunication is a two way processtwo way process of exchanging ideas orof exchanging ideas or
information. Communication includes six components which are asinformation. Communication includes six components which are as
follow.follow.
• ContextContext
• Sender / Encoder / communication SourceSender / Encoder / communication Source
• MessageMessage
• Medium / ChannelMedium / Channel
• Receiver / DecoderReceiver / Decoder
• FeedbackFeedback
These factors interact in the communication Process affected byThese factors interact in the communication Process affected by
various contextual conditions and decisions. Components ofvarious contextual conditions and decisions. Components of
communication can be defined by following diagramcommunication can be defined by following diagram

CONTEXTCONTEXT
Every communication whether oral or written, begins withEvery communication whether oral or written, begins with context.context.
Context is a broad field that includesContext is a broad field that includes
• country,country,
• culture & organization.culture & organization.
Every country, culture, organization and company has its own convention forEvery country, culture, organization and company has its own convention for
processing and communicating information.processing and communicating information.
It is important to analyze your receiver’sIt is important to analyze your receiver’s
• culture,culture,
• view point,view point,
• needs,needs,
• skills,skills,
• status,status,
• mental ability,mental ability,
• experience andexperience and
• expectation.expectation.
You must consider all these aspects ofYou must consider all these aspects of contextcontext in order to communicate ain order to communicate a
message effectively.message effectively.

SENDER-ENCODERSENDER-ENCODER
When you send a message, you areWhen you send a message, you are
• the “Encoder”the “Encoder”
• the writer or speaker,the writer or speaker,
depending on whether your message isdepending on whether your message is
• written orwritten or
• oral.oral.
Your should choose suchYour should choose such
• words,words,
• graphs orgraphs or
• picturespictures
that express your message so that the receiver may understand it andthat express your message so that the receiver may understand it and
react with the response you desire. After considering all the factorsreact with the response you desire. After considering all the factors
you decide which channel for message will be most effective, oral oryou decide which channel for message will be most effective, oral or
written.written.

MESSAGEMESSAGE
The Message is theThe Message is the core ideacore idea you wish to communicate;you wish to communicate;
it consists of bothit consists of both
• verbal (written or spoken)verbal (written or spoken)
• and nonverbal (neither written nor spoken) mediums.and nonverbal (neither written nor spoken) mediums.
While preparing the message, the sender must maintainWhile preparing the message, the sender must maintain
unity of thought,unity of thought,
unity of expressionunity of expression (Logical systematic presentation)(Logical systematic presentation)
and he must give emphasis to theand he must give emphasis to the main pointsmain points..
The message must be effective enough in achieving desiredThe message must be effective enough in achieving desired feedbackfeedback..

MEDIUMMEDIUM
The channel by which message is transmitted to receiver is calledThe channel by which message is transmitted to receiver is called mediummedium,,
your message channel or medium depends on all the factors discussedyour message channel or medium depends on all the factors discussed
above and the nature of the message itself.above and the nature of the message itself.
Medium of communication includesMedium of communication includes
• letters,letters,
• Telegram,Telegram,
• Fax, Telephone,Fax, Telephone,
• Charts,Charts,
• pictures and any other mechanical device.pictures and any other mechanical device.
RECEIVER-DECODERRECEIVER-DECODER
The message receiver is also called theThe message receiver is also called the
• decoder ordecoder or
• reader orreader or
• listener.listener.
Many of your messages may have more than oneMany of your messages may have more than one decoder.decoder.
Perfect communication is not possible since there is difference b/w thePerfect communication is not possible since there is difference b/w the ideaidea
sent and the idea received or interpretedsent and the idea received or interpreted. If receiver is skillful in. If receiver is skillful in
communication, the difference will be less.communication, the difference will be less.

FeedbacksFeedbacks
The receiver reacts with either theThe receiver reacts with either the desired response of senderdesired response of sender, which, which
is based on ais based on a clear understandingclear understanding of message or with anof message or with an
undesired response of senderundesired response of sender because ofbecause of miscommunicationmiscommunication..
Feedback can beFeedback can be oral or writtenoral or written..
It can also be anIt can also be an
• action i.e. receiving an order.action i.e. receiving an order.
Silence may also be considered asSilence may also be considered as feedbackfeedback..
Senders need feedback in order to determine theSenders need feedback in order to determine the
• success or failure of the communication.success or failure of the communication.
The final ingredient in this process isThe final ingredient in this process is NOISE or BARRIERSNOISE or BARRIERS whichwhich
are anyare any disturbance or interferencedisturbance or interference that can affect the efficiencythat can affect the efficiency
or effectiveness of the communication process.or effectiveness of the communication process.

IMPORTANCE OF PLANNING IN BUSINESS COMMUNICATIONIMPORTANCE OF PLANNING IN BUSINESS COMMUNICATION
Whether you areWhether you are
• preparing a written orpreparing a written or
• an oral business message,an oral business message,
to make it effective you need toto make it effective you need to
• plan,plan,
• organize,organize,
• draft,draft,
• edit,edit,
• and proofread it.and proofread it.
It is also essential that there may beIt is also essential that there may be thoughtful adherence tothoughtful adherence to
communication principlescommunication principles andand awareness of legal and ethicalawareness of legal and ethical
aspects.aspects.
Even with the most advance office technology, the need of carefulEven with the most advance office technology, the need of careful
• preparation of whether written or oral message demands efforts.preparation of whether written or oral message demands efforts.
As the companies are becoming more global and international, the argumentAs the companies are becoming more global and international, the argument
for thoughtful preparation receives more emphasis.for thoughtful preparation receives more emphasis.
As communication plays vital role in business, it must be planned carefully,As communication plays vital role in business, it must be planned carefully,
methodically and effectively.methodically and effectively.

PLANNING STEPS OF BUSUNESS COMMUNICATIONPLANNING STEPS OF BUSUNESS COMMUNICATION
No business activity takes place withoutNo business activity takes place without proper planningproper planning..
There are certain planning steps that a communicator must follow toThere are certain planning steps that a communicator must follow to
make his messagemake his message effective, efficient, & result orientedeffective, efficient, & result oriented..
There are six planning steps before we transmit our message.There are six planning steps before we transmit our message.
 Analyze the purposeAnalyze the purpose
 Analyze the audienceAnalyze the audience
 Choose the ideaChoose the idea
 Investigate necessary informationInvestigate necessary information
 Organize the informationOrganize the information
 Revise & proofreadRevise & proofread

ANALYZE THE PURPOSEANALYZE THE PURPOSE
All business messages haveAll business messages have general purpose:general purpose:
to inform, to persuade, to collaborate with your audienceto inform, to persuade, to collaborate with your audience..
• You need little interaction so as to inform.You need little interaction so as to inform.
• On the contrary, you need little participation so as to persuade audience.On the contrary, you need little participation so as to persuade audience.
• Business messages also have aBusiness messages also have a specific purposespecific purpose..
• That message may be clear or straightforward (such as placing an order).That message may be clear or straightforward (such as placing an order).
• Audiences always respond after knowing the specific purpose.Audiences always respond after knowing the specific purpose.
• Purpose analysis consists of four aspectsPurpose analysis consists of four aspects
Is purpose realistic?Is purpose realistic?
Is this the right time?Is this the right time?
Is the right person delivering your message?Is the right person delivering your message?
Is your purpose acceptable to your organization?Is your purpose acceptable to your organization?

ANALYZE THE AUDIENCEANALYZE THE AUDIENCE
Audience analysis is essential aboutAudience analysis is essential about
• who they are,who they are,
• what their attitudes are,what their attitudes are,
• what they need to know,what they need to know,
• why they should care.why they should care.
The answers to such questions indicate the sender about content,The answers to such questions indicate the sender about content,
• what to cover andwhat to cover and
• how to cover.how to cover.
This analysis also consists of five aspects.This analysis also consists of five aspects.
Identify the primary audienceIdentify the primary audience
Determine audience sizeDetermine audience size
Determine audience compositionDetermine audience composition
Guess your audience’s level of understandingGuess your audience’s level of understanding
Estimate your audience’s probable reaction.Estimate your audience’s probable reaction.

CHOOSE THE IDEACHOOSE THE IDEA
After knowing the purpose and visualizing the receiver,After knowing the purpose and visualizing the receiver,
the sender should choose the relevant ideas to be included in thethe sender should choose the relevant ideas to be included in the
message.message.
The ideas depend on the types of message and its purpose.The ideas depend on the types of message and its purpose.
After collecting / selecting all the ideas necessary for the message,After collecting / selecting all the ideas necessary for the message,
these should be arranged in a logical order or in proper sequence.these should be arranged in a logical order or in proper sequence.

INVESTIGATE NECESSARY INFORMATIONINVESTIGATE NECESSARY INFORMATION
When you are writingWhen you are writing formal long reportsformal long reports,,
you will need to conduct formal research to investigateyou will need to conduct formal research to investigate informationinformation
relevant to your purpose and your audiencerelevant to your purpose and your audience..
However, many other kinds of business messages require less formalHowever, many other kinds of business messages require less formal
• information,information,
• including memos,including memos,
• letters,letters,
• e-mails and routine notices.e-mails and routine notices.
You can collect information informally byYou can collect information informally by
Considering other’s viewpointConsidering other’s viewpoint
Searching through company’s files.Searching through company’s files.
Chatting with related supervisors and subordinatesChatting with related supervisors and subordinates
Asking your audience for input.Asking your audience for input.

ORGANIZE THE INFORMATIONORGANIZE THE INFORMATION
After choosing theAfter choosing the
• ideas andideas and
• collecting facts andcollecting facts and
• figures,figures,
the sender should organize the message in a proper way and in athe sender should organize the message in a proper way and in a
standard format becausestandard format because disorganized writing shows a fickledisorganized writing shows a fickle
mindmind. A disorganized message has little chance of getting the. A disorganized message has little chance of getting the
desired object or resultdesired object or result..

REVISE AND PROOFREADREVISE AND PROOFREAD
In business, one cannot afford to sendIn business, one cannot afford to send incomplete or defectiveincomplete or defective
message. Thereforemessage. Therefore revision, proofreading, and editingrevision, proofreading, and editing areare
essential steps in planning. To make sure that the message meetsessential steps in planning. To make sure that the message meets
all the requirements, it should beall the requirements, it should be revised and proofreadrevised and proofread. One has. One has
to be very careful particularly if the message isto be very careful particularly if the message is detailed anddetailed and
complex.complex.

BASIC ORGANIZATIONAL PLANBASIC ORGANIZATIONAL PLAN
The expectation of the sender as the reader will respond to the communicated messageThe expectation of the sender as the reader will respond to the communicated message
will determine which approach of delivering message to be used. Different types ofwill determine which approach of delivering message to be used. Different types of
messages adopt different approaches and have different organizational plans.messages adopt different approaches and have different organizational plans.
(A)(A) DIRECT / DEDUCTIVE APPROACHDIRECT / DEDUCTIVE APPROACH
• Direct-request planDirect-request plan
• Good-news planGood-news plan
(B)(B) INDIRECT / INDUCTIVE APPROACHINDIRECT / INDUCTIVE APPROACH
• Bad-news planBad-news plan
• Persuasive-request planPersuasive-request plan

(A)(A) DIRECT / DEDUCTIVE APPROACHDIRECT / DEDUCTIVE APPROACH
It is used when it is perceived that reader or listener or will have aIt is used when it is perceived that reader or listener or will have a
• favorable or neutral reactionfavorable or neutral reaction
to our message.to our message.
It is used in following two areas.It is used in following two areas.
DIRECT-REQUEST PLANDIRECT-REQUEST PLAN
It is used when the main purpose of message isIt is used when the main purpose of message is toto
• make a request that requires less persuasionmake a request that requires less persuasion..
The organizational plan for direct requests using this approach is commonly divided intoThe organizational plan for direct requests using this approach is commonly divided into
three parts when writing letters or memos.three parts when writing letters or memos.
(a)(a) Main ideaMain idea
(b)(b) ExplanationExplanation
(c)(c) Courteous closingCourteous closing

MAIN IDEAMAIN IDEA
When the message has taken the form of aWhen the message has taken the form of a direct request with a direct approachdirect request with a direct approach thethe
first paragraph of it must mention thefirst paragraph of it must mention the main ideamain idea directly. The main idea may contain thedirectly. The main idea may contain the
following materialfollowing material
A)A) It may be aIt may be a request, statement, or questionrequest, statement, or question..
B)B) The main idea may includeThe main idea may include reasons for the direct statement.reasons for the direct statement.
EXPLANATIONEXPLANATION
This paragraph gives the explanation of theThis paragraph gives the explanation of the idea or statement insertedidea or statement inserted in the firstin the first
paragraph. Such an explanation may include the following points.paragraph. Such an explanation may include the following points.
A)A) All theAll the necessary and desirablenecessary and desirable details supporting the main idea in the first paragraph.details supporting the main idea in the first paragraph.
B)B) Some numberedSome numbered questionquestion may be included to explain the concept given above.may be included to explain the concept given above.
C)C) Some easy reading devices may be written.Some easy reading devices may be written.

COURTEOUS CLOSECOURTEOUS CLOSE
This is the last part of the message carrying direct request. The close should beThis is the last part of the message carrying direct request. The close should be
veryvery ffriendlyriendly offering easyoffering easy action with dateaction with date.. Appreciation andAppreciation and
goodwillgoodwill may also be offered to the reader. It can be summarized asmay also be offered to the reader. It can be summarized as
follows:follows:
A)A) Clear statement of action desired. Specific actions may be like these:Clear statement of action desired. Specific actions may be like these:
-Take out time to fill the enclosed order form.-Take out time to fill the enclosed order form.
-We would be glad if you acknowledge the cancellation of the order.-We would be glad if you acknowledge the cancellation of the order.
-We ask you to accept the return of the defectively bound books.-We ask you to accept the return of the defectively bound books.
B)B) Easy action for the person to act upon.Easy action for the person to act upon.
C)C) There should be a proper deadline.There should be a proper deadline.
D)D) Appreciation and goodwill may be shown.Appreciation and goodwill may be shown.

GOOD NEWS PLANGOOD NEWS PLAN
It is used to grantIt is used to grant
• request,request,
• announce favorable orannounce favorable or
• neutral information andneutral information and
• exchangeexchange routine informationroutine information within or between companies.within or between companies.
The structure isThe structure is
(a)(a) Best news of Main ideaBest news of Main idea
(c)(c) Positive, friendly close.Positive, friendly close.

BEST NEWSBEST NEWS
In the direct approach letter containingIn the direct approach letter containing a good news messagea good news message the bestthe best
news should be given in the first paragraph. In other words, happy news isnews should be given in the first paragraph. In other words, happy news is
given immediately on the start of the letter.given immediately on the start of the letter.
For instance the demand or complaint should be expressed here.For instance the demand or complaint should be expressed here.
After the good news has been given directly in the first paragraph itsAfter the good news has been given directly in the first paragraph its
explanation is given that may have the following points:explanation is given that may have the following points:
A)A) The details of the good news are given here. If the good news is theThe details of the good news are given here. If the good news is the
appointment of a candidate for a job, the Details and condition of theappointment of a candidate for a job, the Details and condition of the
appointment and amount of salary will be mentioned.appointment and amount of salary will be mentioned.
B)B) The explanation will include any necessary resale material.The explanation will include any necessary resale material.
C)C) It should also include educational material.It should also include educational material.
D)D) This part should also include sales promotional points.This part should also include sales promotional points.

POSITIVE FRIENDLY CLOSEPOSITIVE FRIENDLY CLOSE
The last part of the good news message should be closed with aThe last part of the good news message should be closed with a friendly andfriendly and
positive approach.positive approach.
This part should include the following material:This part should include the following material:
A)A) There should beThere should be appreciation for the receiverappreciation for the receiver..
B)B) There should be aThere should be a clear-cut statement suggesting a desired action.clear-cut statement suggesting a desired action.
C)C) Action suggested should beAction suggested should be easy for the receiver to implementeasy for the receiver to implement..
D)D) The desirableThe desirable action must be dated.action must be dated. If the sender wants to inform of theIf the sender wants to inform of the
deadline it must be specific.deadline it must be specific.
E)E) There should be anThere should be an expression to offer helpexpression to offer help to the reader.to the reader.
F)F) The close may be showingThe close may be showing something of benefit or interest to the readersomething of benefit or interest to the reader..

INDIRECT / INDUCTIVE APPROACHINDIRECT / INDUCTIVE APPROACH
It is used when you expect resistance to your message. It is used in followingIt is used when you expect resistance to your message. It is used in following
two areas.two areas.
BAD-NEWS PLANBAD-NEWS PLAN
In this case, expected reaction is generally negative.In this case, expected reaction is generally negative.
The structure isThe structure is
(a)(a) BufferBuffer
(c)(c) DecisionDecision
(d)(d) Positive, friendly close.Positive, friendly close.

BUFFERBUFFER
In bad news communication theIn bad news communication the real informationreal information will not be given in the firstwill not be given in the first
paragraph, rather buffer will be used.paragraph, rather buffer will be used. Buffer refers to a neutralBuffer refers to a neutral
statement to start withstatement to start with. In case the sender. In case the sender wants to withdrawwants to withdraw
servicesservices attached with the product or toattached with the product or to raise the prices of his productraise the prices of his product,,
the buffer may be:the buffer may be:
As you know the budget of the country announced last week suggestsAs you know the budget of the country announced last week suggests
a variety of measures to bring the country out of economic crisis.a variety of measures to bring the country out of economic crisis.
If the bad news letter is in reply of a complaint about the goods, the bufferIf the bad news letter is in reply of a complaint about the goods, the buffer
statement may be this:statement may be this:
We appreciate your letter of May 2, complaint about the contents of theWe appreciate your letter of May 2, complaint about the contents of the
shipment.shipment.

In the second paragraph explanation will be given prior to the decisionIn the second paragraph explanation will be given prior to the decision
being taken. The writer will try to confidence the reader with thebeing taken. The writer will try to confidence the reader with the
decision, which will follow in the next part. This part prepares thedecision, which will follow in the next part. This part prepares the
reader mentally for the bad news. If the matter pertains to thereader mentally for the bad news. If the matter pertains to the
increase in product prices the justification may include governmentincrease in product prices the justification may include government
taxes, increase in manufacturing and distribution costs.taxes, increase in manufacturing and distribution costs.
DECISIONDECISION
After mentally preparing the reader the main idea or decisionAfter mentally preparing the reader the main idea or decision
containing the bad news will be given. This decision may be impliedcontaining the bad news will be given. This decision may be implied
or clearly expressed. Continuing the above example the increase inor clearly expressed. Continuing the above example the increase in
prices may be pronounced.prices may be pronounced.

POSITIVE FRIENDLY CLOSEPOSITIVE FRIENDLY CLOSE
This is last part of the bad news messages plan. The close may adoptThis is last part of the bad news messages plan. The close may adopt
the following points:the following points:
A)A) Appreciation of the reader of his goods and services.Appreciation of the reader of his goods and services.
B)B) Invitation to some future action.Invitation to some future action.
C)C) Mention of the desired action in the interest of the reader.Mention of the desired action in the interest of the reader.
D)D) Easy action such as self addressed stamped card enclosed orEasy action such as self addressed stamped card enclosed or
mentioning telephone number into the last paragraph.mentioning telephone number into the last paragraph.
E)E) Willingness to help further or some guiding information.Willingness to help further or some guiding information.
F)F) Reader’s benefit materials or information.Reader’s benefit materials or information.

PERSUASIVE-REQUEST PLANPERSUASIVE-REQUEST PLAN
Reader generally resist in this case. This type of approach and plan isReader generally resist in this case. This type of approach and plan is
only used for sales letters, which is quite difficult that is normallyonly used for sales letters, which is quite difficult that is normally
called AIDA. . It is so because the sales letter carried only one partycalled AIDA. . It is so because the sales letter carried only one party
interest, while other letters have two party interests The structure isinterest, while other letters have two party interests The structure is
(a) Attention(a) Attention
(b) Interest(b) Interest
(c) Desire(c) Desire
(d) Action.(d) Action.

ATTENTIONATTENTION
The first paragraph of a sales letter must be attention drawing of theThe first paragraph of a sales letter must be attention drawing of the
reader. This objective can be achieved by adopting one of thereader. This objective can be achieved by adopting one of the
following approaches.following approaches.
A)A) Some event may be mentioned in few lines.Some event may be mentioned in few lines.
B)B) A short story may be related.A short story may be related.
C)C) Some statistics may be given.Some statistics may be given.
D)D) Some quotations by an important person may by mention.Some quotations by an important person may by mention.

INTERESTINTEREST
In the second paragraph such material should be inserted that may createIn the second paragraph such material should be inserted that may create
interest in the reader. To achieve this purpose the followinginterest in the reader. To achieve this purpose the following
approaches may be used.approaches may be used.
A)A) Detailed description of special qualities of the goods and services.Detailed description of special qualities of the goods and services.
B)B) Some psychological appeal. Appeals may be used to add to the flavor.Some psychological appeal. Appeals may be used to add to the flavor.
DESIREDESIRE
This part calls for inclusion of such materials that stimulates desire in theThis part calls for inclusion of such materials that stimulates desire in the
reader. For this purpose a statement of request of request may bereader. For this purpose a statement of request of request may be
given or some connection material may be included.given or some connection material may be included.

ACTIONACTION
This closing paragraph should be action bringing. Desired actionThis closing paragraph should be action bringing. Desired action
should be made easy. Special inducement/encouragement may beshould be made easy. Special inducement/encouragement may be
given. What the writer wants should be clearly specified. Datedgiven. What the writer wants should be clearly specified. Dated
action should be preferred.action should be preferred.
To bring the reader to action, he may be invited to visit the point ofTo bring the reader to action, he may be invited to visit the point of
sale. He may be asked to fill in the attached card and mail it to thesale. He may be asked to fill in the attached card and mail it to the
company. Or he may be requested to dial the number given herecompany. Or he may be requested to dial the number given here
for getting more information.for getting more information.

SIGNIFICANCE OF OPENINGSIGNIFICANCE OF OPENING
Opening of a letter is very important because you may have heard theOpening of a letter is very important because you may have heard the
old saying “First impression is the last impression” or “Firstold saying “First impression is the last impression” or “First
impressions are lasting”. The opening may determine the readerimpressions are lasting”. The opening may determine the reader
continues reading or puts the message aside for later study, orcontinues reading or puts the message aside for later study, or
discards it. Always try to place the main favorable idea at thediscards it. Always try to place the main favorable idea at the
beginning. So as to capture reader’s attention, the first paragraphbeginning. So as to capture reader’s attention, the first paragraph
should preferably:should preferably:
• Be reader centeredBe reader centered
• Make a favorable impression, andMake a favorable impression, and
• Orient the reader to the subject and purpose of the message.Orient the reader to the subject and purpose of the message.

SIGNIFICANCE OF CLOSINGSIGNIFICANCE OF CLOSING
The closing plays an important role because you may also have heardThe closing plays an important role because you may also have heard
saying “the last impression is pasting impression” and “wesaying “the last impression is pasting impression” and “we
remember best what we read last”. The closing is also important inremember best what we read last”. The closing is also important in
motivating the reader to act as desired provided it is appropriatelymotivating the reader to act as desired provided it is appropriately
strong, clear and polite. Here you have the opportunity to focus onstrong, clear and polite. Here you have the opportunity to focus on
desired action and leave a sense of goodwill with the reader. Thedesired action and leave a sense of goodwill with the reader. The
last paragraph should preferably:last paragraph should preferably:
• Be strong, clear and polite.Be strong, clear and polite.
• Reinforce the central purpose of your message.Reinforce the central purpose of your message.

GUIDELINES FOR OPENINGGUIDELINES FOR OPENING
There are some guidelines, which are helpful to good opening:There are some guidelines, which are helpful to good opening:
• Choose appropriate beginning keeping in view messageChoose appropriate beginning keeping in view message
purpose and target audiencepurpose and target audience..
• Main idea or good-news firstMain idea or good-news first for direct request, routinefor direct request, routine
information, neutral and good news messages.information, neutral and good news messages.
• Buffer firstBuffer first for bad news messages.for bad news messages.
• Attention getting statement firstAttention getting statement first for persuasive requests byfor persuasive requests by
following the principle of AIDA.following the principle of AIDA.

Be considerate, courteous, concise and clear.Be considerate, courteous, concise and clear.
• Get reader into openingGet reader into opening
• Keep first paragraph short and simpleKeep first paragraph short and simple
• Focus on reader and positive aspects of the messageFocus on reader and positive aspects of the message
• Use courteous, conversational language and friendly toneUse courteous, conversational language and friendly tone
• Avoid unnecessary repetition of what the reader has told youAvoid unnecessary repetition of what the reader has told you

Check for completeness…. A rule to winCheck for completeness…. A rule to win
Avoid opening with incomplete sentenceAvoid opening with incomplete sentence
Mention date of letter you are answeringMention date of letter you are answering
Avoid beginning with we or I attitude, prefer You-attitude.Avoid beginning with we or I attitude, prefer You-attitude.
For example, We-attitude: We can offer the following terms.For example, We-attitude: We can offer the following terms.
You-attitude: You are entitled to the following terms.You-attitude: You are entitled to the following terms.

Avoid participle expressionsAvoid participle expressions
For examplesFor examples
Referring to your order of May 19….Referring to your order of May 19….
Replying to your letter….Replying to your letter….
These expressions are worn-out through over-use.These expressions are worn-out through over-use.
RevisedRevised
Your order for flowers will be shipped….Your order for flowers will be shipped….
You will be glad to know that a new supply of….You will be glad to know that a new supply of….

GUIDELINES FOR CLOSINGGUIDELINES FOR CLOSING
There are some suggestions for good and effective closing are asThere are some suggestions for good and effective closing are as
follows:follows:
Make your action request clear and complete with the five W’sMake your action request clear and complete with the five W’s
and the H should be properly responded.and the H should be properly responded.
What and Who:What and Who: Clearly state that what action you desire and whoClearly state that what action you desire and who
should do it.should do it.
How and Where:How and Where: Use these for giving direction and making actionUse these for giving direction and making action
easy etc. by giving phone number.easy etc. by giving phone number.
When:When: Mention date of the action or deadline.Mention date of the action or deadline.
Why:Why: Give reason and target the reader to show reader’s benefits.Give reason and target the reader to show reader’s benefits.

Closing the door on a positive, courteous note.Closing the door on a positive, courteous note.
Closing note should be positive or pleasant.Closing note should be positive or pleasant.
Don’t Include any apologies and negative situation before the lastDon’t Include any apologies and negative situation before the last
paragraph because negative ending weakens your presentation.paragraph because negative ending weakens your presentation.
Be friendly to enhance the goodwill of the firm, and to improve theBe friendly to enhance the goodwill of the firm, and to improve the
opportunities of getting desired response.opportunities of getting desired response.
Show appreciation but do not thank in advance because it isShow appreciation but do not thank in advance because it is
unnecessary and illogical.unnecessary and illogical.
For example:For example:
We would like to thank in advance if you consider our proposal.We would like to thank in advance if you consider our proposal.
On certain occasions, use personal note when unrelated matterOn certain occasions, use personal note when unrelated matter
discussed in the message.discussed in the message.

Keep the last paragraph correct and concise.Keep the last paragraph correct and concise.
Avoid trite or obsolete or hackneyed or outdated or worn-out terms etc.Avoid trite or obsolete or hackneyed or outdated or worn-out terms etc.
herewith, as soon as possible, I remain, obediently, thanking you.herewith, as soon as possible, I remain, obediently, thanking you. TheseThese
expressions do not leave pleasant impression.expressions do not leave pleasant impression.
For example,For example,
Will you please tell us what to do?Will you please tell us what to do?
What do you think about this matter?What do you think about this matter?
Use relatively short and complete sentences.Use relatively short and complete sentences.
Finally, the last sentence of a letter must take an opportunity to put your pointFinally, the last sentence of a letter must take an opportunity to put your point
across courteously. The following list will give the reader fruitful ideas.across courteously. The following list will give the reader fruitful ideas.
This method of shipping will be safe, we are sure….This method of shipping will be safe, we are sure….
Anything you could do, will much appreciated….Anything you could do, will much appreciated….
Will you send us your catalogue….Will you send us your catalogue….
Please acknowledge receipt of this contract….Please acknowledge receipt of this contract….
Please permit us to cancel this order….Please permit us to cancel this order….
Please sign this paper and return it with….Please sign this paper and return it with….
May we have your reply before Feb 9….May we have your reply before Feb 9….

BUSINESS WRITING PRINCIPLESBUSINESS WRITING PRINCIPLES
In business writing particularly in a business letter, the language mustIn business writing particularly in a business letter, the language must
be correct, the tone must be courteous, the sentence must bebe correct, the tone must be courteous, the sentence must be
cohesive, the matter must be complete and overall impression mustcohesive, the matter must be complete and overall impression must
be of confidence, sincerity and integrity.be of confidence, sincerity and integrity.
For this purpose some authors have devised certain writing principles.For this purpose some authors have devised certain writing principles.
As all these principles begin with “C” and are seven in numbersAs all these principles begin with “C” and are seven in numbers
these are known as 7 C’s principles. These principles are as follow.these are known as 7 C’s principles. These principles are as follow.
• CompletenessCompleteness
• ConcisenessConciseness
• ConsiderationConsideration
• ConcretenessConcreteness
• ClarityClarity
• CourtesyCourtesy
• CorrectnessCorrectness

COMPLETENESSCOMPLETENESS
Business message is complete when it containsBusiness message is complete when it contains
• all facts the reader or listener needs for the reaction you desire.all facts the reader or listener needs for the reaction you desire.
The sender must know theThe sender must know the
• receiver’s background,receiver’s background,
• viewpoint,viewpoint,
• need,need,
• attitude and emotionattitude and emotion
• to determine the sort of information to include in the message.to determine the sort of information to include in the message.
• Incomplete messages are never effective;Incomplete messages are never effective;
The sender should keep following guidelines in mind.The sender should keep following guidelines in mind.
Provide all necessary information:Provide all necessary information:
Make sure to answer, what, when, where, who, why and other essentials suchMake sure to answer, what, when, where, who, why and other essentials such
as how. This is useful when one writes request, announcement and otheras how. This is useful when one writes request, announcement and other
informative messages.informative messages.

COMPLETENESSCOMPLETENESS
For ExampleFor Example: While placing an order the sender should make it clear.: While placing an order the sender should make it clear.
““What”What” he wants,he wants, “When”“When” he wants it,he wants it, “To whom”“To whom” &&
““Where”Where” it is to be sent,it is to be sent, “How”“How” Payment will be madePayment will be made
Answer all questions asked in a serial order. (Stated or implied)Answer all questions asked in a serial order. (Stated or implied)
Give something extra, when desirable:Give something extra, when desirable: Sometimes you must give moreSometimes you must give more
than questions when the question may be inadequate.than questions when the question may be inadequate.
For Example: Here is one incomplete question.For Example: Here is one incomplete question.
““Please reply me in return about the departures from Karachi toPlease reply me in return about the departures from Karachi to
Washington on the 19Washington on the 19thth
””
When you are going to reply above question you would have to “give somethingWhen you are going to reply above question you would have to “give something
extra” like times of day, airlines flying that route, costs, and departure &extra” like times of day, airlines flying that route, costs, and departure &
arrival times.arrival times.

CONCRETENESSCONCRETENESS
In business the writing should be specific,In business the writing should be specific,
definite,definite,
vivid and not vague or unambiguous.vivid and not vague or unambiguous.
Concreteness in writing is essential to achieve clarity.Concreteness in writing is essential to achieve clarity.
A vague and general message is sure to mislead the reader and cause miscommunication.A vague and general message is sure to mislead the reader and cause miscommunication.
Concrete messages are more richly textured then general or vague messages.Concrete messages are more richly textured then general or vague messages.
The following guidelines are helpful to write concretely.The following guidelines are helpful to write concretely.
Use specific facts and figures:Use specific facts and figures: It can be developed by using two types of wordsIt can be developed by using two types of words
Abstract wordsAbstract words;; expresses concept, quality, and characteristics.expresses concept, quality, and characteristics.
Concrete wordsConcrete words;; express something tangible.express something tangible.
Abstract permit you to rise above the common and tangibleAbstract permit you to rise above the common and tangible blend abstract terms with concreteblend abstract terms with concrete
termsterms. Open with abstract (concept) and close it with concrete terms.. Open with abstract (concept) and close it with concrete terms.
Abstract wordsAbstract words Concrete wordsConcrete words
SmallSmall only 25 inchesonly 25 inches
NumerousNumerous 1000 in numbers1000 in numbers
Sizable lossSizable loss loss of 22 millionloss of 22 million
NearNear at a distance of 2 feetat a distance of 2 feet
SoonSoon within 2 dayswithin 2 days
GoodGood First positionFirst position

For example:For example:
Vague/Unclear or general:Vague/Unclear or general: Please send your cheque in full as soon as possible.Please send your cheque in full as soon as possible.
ConcreteConcrete: Please send your cheque for Rs. 15,000 on or before may 19.: Please send your cheque for Rs. 15,000 on or before may 19.
Put action in your verbs:Put action in your verbs: Verbs can activate other words and help to make yourVerbs can activate other words and help to make your
sentences alive, stronger. That can be done by (1) Use active voice rather than passivesentences alive, stronger. That can be done by (1) Use active voice rather than passive
voice because active sentences are stronger than passive ones. (2) Put action in yourvoice because active sentences are stronger than passive ones. (2) Put action in your
verbs rather than in nouns.verbs rather than in nouns.
For example,For example, Passive:Passive: An account was opened by him.An account was opened by him.
Action:Action: He opened an account.He opened an account.
Noun form:Noun form: Mr. Moiz will give consideration to the proposal.Mr. Moiz will give consideration to the proposal.
Action form:Action form: Mr. Moiz will consider the proposal.Mr. Moiz will consider the proposal.
Choose vivid, image-building words:Choose vivid, image-building words: Vivid language often expresses an impressive idea.Vivid language often expresses an impressive idea.
Weak/Bland image:Weak/Bland image: This is a long letter.This is a long letter.
Bright/Vivid image:Bright/Vivid image: This letter is three times as long as you said it would be.This letter is three times as long as you said it would be.
Dull image:Dull image: Her work in groups was exemplary.Her work in groups was exemplary.
Vivid image:Vivid image: She could be called “The spark plug of the group”She could be called “The spark plug of the group”

CONCISENESSCONCISENESS
It means that the message should be as brief as possible. ConcisenessIt means that the message should be as brief as possible. Conciseness
is saying what you have to say in the fewest possible words withoutis saying what you have to say in the fewest possible words without
sacrificing the other C qualities. A concise message is completesacrificing the other C qualities. A concise message is complete
without being wordy. A concise message saves time and expensewithout being wordy. A concise message saves time and expense
for both sender and receiver. Conciseness makes the messagefor both sender and receiver. Conciseness makes the message
more understandable and comprehensible. To achieve concisenessmore understandable and comprehensible. To achieve conciseness
the following guidelines will help you.the following guidelines will help you.
Eliminate wordy expressions.Eliminate wordy expressions.
Wordy PhrasesWordy Phrases ConciseConcise
For the sum ofFor the sum of forfor
In the event thatIn the event that ifif
On the occasion ofOn the occasion of onon

WWordy:ordy: There are four rules that should be observed.There are four rules that should be observed.
Concise:Concise: Four rules should be observed.Four rules should be observed.
Wordy:Wordy: He bought tables that are of the executive type.He bought tables that are of the executive type.
ConciseConcise: He bought executive type tables.: He bought executive type tables.
Avoid unnecessary repetitionsAvoid unnecessary repetitions
Repeating MeaningsRepeating Meanings Avoid RepetitionAvoid Repetition
absolutely completeabsolutely complete completecomplete
basic fundamentalsbasic fundamentals fundamentalsfundamentals
follows afterfollows after followsfollows

Repeated:Repeated: Would you please repeat it, again?Would you please repeat it, again?
Concise:Concise: Would you please repeat it?Would you please repeat it?
Repeated:Repeated: She has not never been to Sea side.She has not never been to Sea side.
Concise:Concise: She has never been to Sea side.She has never been to Sea side.
Include only relevant material:Include only relevant material:
In business writing less in more, spare is fair and lean is keen.In business writing less in more, spare is fair and lean is keen.
Wordy:Wordy: We hereby wish to let you know that our company is pleasedWe hereby wish to let you know that our company is pleased
with the confidence you have reposed in us.with the confidence you have reposed in us.
Concise:Concise: We appreciate your confidence.We appreciate your confidence.

CONSIDERATIONCONSIDERATION
In this process, the receiver is the most important person.In this process, the receiver is the most important person.
Therefore, sender needs to be aware of receiver’sTherefore, sender needs to be aware of receiver’s
• desires,desires,
• problems,problems,
• circumstances,circumstances,
• emotions, and probable reactions to your request.emotions, and probable reactions to your request.
This thoughtful consideration is also called “You-attitude”, sympathy, the mumThis thoughtful consideration is also called “You-attitude”, sympathy, the mum
and touch, and understanding of human nature. These specific waysand touch, and understanding of human nature. These specific ways
indicate consideration.indicate consideration.

Focus on “You” instead of “I” or “We”.Focus on “You” instead of “I” or “We”.
We –attitude:We –attitude: We offer the printer cartridges in 4 colours.We offer the printer cartridges in 4 colours.
You-attitudeYou-attitude: You can select the printer cartridges in 4 colours.: You can select the printer cartridges in 4 colours.
Show benefits or interests of the reader:Show benefits or interests of the reader:
Try to personalize the reader’s benefits instead of stating them in a generalTry to personalize the reader’s benefits instead of stating them in a general
way.way.
Emphasize positive and pleasant facts:Emphasize positive and pleasant facts:
Pleasant & positive facts should be at the beginning but bad information shouldPleasant & positive facts should be at the beginning but bad information should
be given in roundabout way and after preparing ground.be given in roundabout way and after preparing ground.
Unpleasant:Unpleasant: We don’t’ refund if the returned item is soiled and unsalable.We don’t’ refund if the returned item is soiled and unsalable.
Pleasant:Pleasant: We refund if the returned item is clean and saleable.We refund if the returned item is clean and saleable.

STANDARD PARTS OF THE LETTERSTANDARD PARTS OF THE LETTER
Letter Head / Return Address:Letter Head / Return Address: If there is a letterhead then it is notIf there is a letterhead then it is not
required to write return address manually. Otherwise it is required torequired to write return address manually. Otherwise it is required to
have company’s name (but not individual’s name), address andhave company’s name (but not individual’s name), address and
optionally, phone number and an email address of the senderoptionally, phone number and an email address of the sender
written at the top of the letter or in the end after closing signature.written at the top of the letter or in the end after closing signature.
Date:Date: It is usually written two to six lines below the letterhead. ThreeIt is usually written two to six lines below the letterhead. Three
lines are standard. Be very sure about the acceptable format of thelines are standard. Be very sure about the acceptable format of the
date.date.

Inside Address:Inside Address: It includes the name and address of the individual or group toIt includes the name and address of the individual or group to
whom you are writing, three to eight lines below the last component youwhom you are writing, three to eight lines below the last component you
typed. Four lines are standard. It should be left justified, no matter whichtyped. Four lines are standard. It should be left justified, no matter which
format you are using.format you are using. It should begin with the addressee’s name precededIt should begin with the addressee’s name preceded
by a courtesy and or professional title.by a courtesy and or professional title.
Order of items isOrder of items is
(1)(1) Courtesy title (Mr., Ms., Dr.)Courtesy title (Mr., Ms., Dr.)
(2)(2) (2) Name(2) Name
(3)(3) (3) Executive/ Professional title (President, Manager)(3) Executive/ Professional title (President, Manager)
For eg:For eg: Mr. ABC, Assistant General ManagerMr. ABC, Assistant General Manager
XYZ Department, 123 Corporation,XYZ Department, 123 Corporation,
H-22, Building # 4, I.I. Chundrigar Road, Karachi.H-22, Building # 4, I.I. Chundrigar Road, Karachi.

Salutation:Salutation:It is typed on the second line below the inside address and two linesIt is typed on the second line below the inside address and two lines
above the body of the letter. Type Mr. or Ms. [Last Name] to show respect,above the body of the letter. Type Mr. or Ms. [Last Name] to show respect,
but don’t guess spelling or gender. Some common salutations are;but don’t guess spelling or gender. Some common salutations are;
Ladies:Ladies:
Gentlemen:Gentlemen:
Dear Sir:Dear Sir:
Dear Sir or Madam:Dear Sir or Madam:
Dear [Full Name]:Dear [Full Name]:
To Whom it May Concern:To Whom it May Concern:

Body:Body: Most letters are typed single-spaced, with two spaces betweenMost letters are typed single-spaced, with two spaces between
paragraphs. The body includes the message you want to send. Here youparagraphs. The body includes the message you want to send. Here you
should take care of the following:should take care of the following:
1 -1 - Organize the message.Organize the message.
2 -2 - Be careful in making first and last paragraph which should be short.Be careful in making first and last paragraph which should be short.
3 -3 - Accomplish such qualities as correctness, clarity, confidence,Accomplish such qualities as correctness, clarity, confidence,
conversational tone, completeness, courtesy, conciseness, concreteness,conversational tone, completeness, courtesy, conciseness, concreteness,
and consideration.and consideration.

Complimentary Close:Complimentary Close: What you type here depends on the tone and degreeWhat you type here depends on the tone and degree
of formality. It is one line below the closing paragraph of the body. Forof formality. It is one line below the closing paragraph of the body. For
example,example,
Respectfully yours (very formal)Respectfully yours (very formal)
Sincerely (typical, less formal)Sincerely (typical, less formal)
Very truly yours (polite, neutral)Very truly yours (polite, neutral)
Cordially yours (friendly, informal)Cordially yours (friendly, informal)

Signature Block:Signature Block: It should be three to five lines below the complimentary closeIt should be three to five lines below the complimentary close
and is pen-written. Generally for signature, four blank lines after theand is pen-written. Generally for signature, four blank lines after the
Complimentary CloseComplimentary Close are left. The name of sender is written above whichare left. The name of sender is written above which
signature is placed. Title is optional depending on relevancy and degree ofsignature is placed. Title is optional depending on relevancy and degree of
formality.formality.
Examples areExamples are
John Doe, ManagerJohn Doe, Manager
P. Smith Director, Technical SupportP. Smith Director, Technical Support
R.T. Jones – Sr. Field EngineerR.T. Jones – Sr. Field Engineer

OPTIONAL PARTS OF THE LETTEROPTIONAL PARTS OF THE LETTER
Reference Line:Reference Line: If the recipient specifically requests information, such as aIf the recipient specifically requests information, such as a
job reference or invoice number, type it on one or two lines, immediatelyjob reference or invoice number, type it on one or two lines, immediately
below thebelow the DateDate. If you’re replying to a letter, refer to it here. For example,. If you’re replying to a letter, refer to it here. For example,
Re:Re: Job # 625-01Job # 625-01
Re:Re: Your letter dated 1/1/200x.Your letter dated 1/1/200x.
Special Mailing Notations:Special Mailing Notations: Type in all uppercase characters, if appropriate. ItType in all uppercase characters, if appropriate. It
may be typed double space below the date line and at least double spacemay be typed double space below the date line and at least double space
before the inside address. Otherwise it can be placed double space at thebefore the inside address. Otherwise it can be placed double space at the
bottom of the page. Examples includebottom of the page. Examples include
SPECIAL DELIVERYSPECIAL DELIVERY
CERTIFIED MAILCERTIFIED MAIL
AIRMAILAIRMAIL

On-Arrival Notations:On-Arrival Notations: Type in all uppercase characters, if appropriate. YouType in all uppercase characters, if appropriate. You
might want to include a notation on private correspondence, such as amight want to include a notation on private correspondence, such as a
resignation letter.resignation letter. Examples areExamples are
PERSONALPERSONAL
CONFIDENTIALCONFIDENTIAL
Attention Line:Attention Line: It is used when you want to direct your letter to a specificIt is used when you want to direct your letter to a specific
person / department. If you type the person’s name in theperson / department. If you type the person’s name in the Inside AddressInside Address,,
skip this. For example:skip this. For example:
Attention:Attention: Ms. ABCMs. ABC

Subject Line:Subject Line: It contains the gist of the letter in all uppercase characters,It contains the gist of the letter in all uppercase characters,
either flush left or centered. Be concise on one line. If you type aeither flush left or centered. Be concise on one line. If you type a ReferenceReference
Line,Line, consider if you really need this line. It helps reader at a glance toconsider if you really need this line. It helps reader at a glance to
identify message of the letter.identify message of the letter.
SUBJECT: RESIGNATIONSUBJECT: RESIGNATION
LETTER OF REFERENCELETTER OF REFERENCE
RE: JOB INQUIRYRE: JOB INQUIRY
Identification Initials:Identification Initials: If someone typed the letter for you, he or she wouldIf someone typed the letter for you, he or she would
typically include three of your initials in all uppercase characters, then two oftypically include three of your initials in all uppercase characters, then two of
his or hers in all lowercase characters. If you typed your own letter, just skiphis or hers in all lowercase characters. If you typed your own letter, just skip
it since your name is already in theit since your name is already in the Signature Block.Signature Block. Common styles areCommon styles are
below.below.
JAD/cmJAD/cm
JAD:cmJAD:cm
clmclm

Enclosure Notation:Enclosure Notation: This line tells the reader to look in the envelope forThis line tells the reader to look in the envelope for
more. Type the singular for only one enclosure, plural for more. If you don’tmore. Type the singular for only one enclosure, plural for more. If you don’t
enclose anything, skip it. It is usually typed a single or double space afterenclose anything, skip it. It is usually typed a single or double space after
the signature. Common styles are below.the signature. Common styles are below.
EnclosureEnclosure
Enclosures: 3Enclosures: 3
Enclosures (3)Enclosures (3)
CC:CC: Stands forStands for courtesy copiescourtesy copies (formerly(formerly carbon copiescarbon copies). List the names of). List the names of
people to whom you distribute copies, in alphabetical order. If addressespeople to whom you distribute copies, in alphabetical order. If addresses
would be useful to the recipient of the letter, include them. If you don’t copywould be useful to the recipient of the letter, include them. If you don’t copy
your letter to anyone, skip it.your letter to anyone, skip it.

Postscript:Postscript: To emphasize a point already in your letter or to include a briefTo emphasize a point already in your letter or to include a brief
personal message unrelated to letter, a postscript may be added (“PS:”,personal message unrelated to letter, a postscript may be added (“PS:”,
“P.S.” or “PS”) at the end of the page“P.S.” or “PS”) at the end of the page

LEGAL ASPECTS OR ISSUES OF BUSINESS COMMUNICATIONLEGAL ASPECTS OR ISSUES OF BUSINESS COMMUNICATION
There is a great truth in the saying thatThere is a great truth in the saying that ““The wounds caused by words areThe wounds caused by words are
deeper than the wounds caused by swords.”deeper than the wounds caused by swords.” In BusinessIn Business
Communication one uses to inform, to promote goodwill, to persuade. InCommunication one uses to inform, to promote goodwill, to persuade. In
short, words are used to achieve desired results or positive outcomes.short, words are used to achieve desired results or positive outcomes.
A business communicator promotes his business interest throughA business communicator promotes his business interest through
appropriate business message. He has to show integrity, sincerity, andappropriate business message. He has to show integrity, sincerity, and
enthusiasm. While doing it, one must not exceed the limit of the law.enthusiasm. While doing it, one must not exceed the limit of the law.
BecauseBecause "Ignorance of law is no excuse""Ignorance of law is no excuse". In every country and society. In every country and society
there are laws regarding business activities. A business communicator mustthere are laws regarding business activities. A business communicator must
take care not to get involved in legal complications.take care not to get involved in legal complications.

Knowledge of the following legal aspects is helpful for both the sender andKnowledge of the following legal aspects is helpful for both the sender and
receiver of a business message.receiver of a business message.
1 -1 - DefamationDefamation
2 -2 - Invasion of privacyInvasion of privacy
3 -3 - Misrepresentation and FraudMisrepresentation and Fraud
4 -4 - Laws regarding employment, credit and collectionLaws regarding employment, credit and collection
5 -5 - Other areas of caution.Other areas of caution.

INVASION OF PRIVACYINVASION OF PRIVACY
Invasion of Privacy may be defined as,Invasion of Privacy may be defined as,
"The uncontested, unprivileged, or unreasonable intrusion into the private life of"The uncontested, unprivileged, or unreasonable intrusion into the private life of
an individual is called invasion of privacy."an individual is called invasion of privacy."
Invasion of privacy may take place without publication. Invasion of privacy isInvasion of privacy may take place without publication. Invasion of privacy is
trespass which is any injury to another person or property.trespass which is any injury to another person or property.
This section discusses an employee’s personal disabilities, personal identityThis section discusses an employee’s personal disabilities, personal identity
and private facts, and personal records, reports, letters, and electronic data.and private facts, and personal records, reports, letters, and electronic data.

An employee personal disability:An employee personal disability: An employee must deal withAn employee must deal with
private health matters, he must keep that information private, measuring theprivate health matters, he must keep that information private, measuring the
health issues against the job requirement.health issues against the job requirement.
An employee’s personal identity and private facts:An employee’s personal identity and private facts: You cannot use aYou cannot use a
person’s name, photograph, or other identification for commercial benefitperson’s name, photograph, or other identification for commercial benefit
without permission. Furthermore, the personal information customers givewithout permission. Furthermore, the personal information customers give
when applying for credit (insurance, jobs etc.) should be kept confidential.when applying for credit (insurance, jobs etc.) should be kept confidential.
An employee’s Records, Reports, letters, and Electronic Data:An employee’s Records, Reports, letters, and Electronic Data: AnAn
employee’s right to privacy will be violated if private records, reports, letters,employee’s right to privacy will be violated if private records, reports, letters,
and more recently, electronic mail are read by persons not entitled toand more recently, electronic mail are read by persons not entitled to
examine them.examine them.

MISREPRESENTATIONMISREPRESENTATION
Misrepresentation is a communication not in accordance with the facts. ItMisrepresentation is a communication not in accordance with the facts. It
has following main points:has following main points:
Innocent Misrepresentation:Innocent Misrepresentation: Innocent misrepresentation is aInnocent misrepresentation is a
communication not in accordance with the facts which the communicatorcommunication not in accordance with the facts which the communicator
thinks or merely assumes as true.thinks or merely assumes as true.
Fraudulent Misrepresentation:Fraudulent Misrepresentation: A fraudulent misrepresentation occursA fraudulent misrepresentation occurs
when the communicator knows the representation is not true and the personwhen the communicator knows the representation is not true and the person
to whom it was made relies on it to his or her disadvantage.to whom it was made relies on it to his or her disadvantage.

FRAUDFRAUD
Fraud ordinarily means an act of deceiving or cheating someone taking materialFraud ordinarily means an act of deceiving or cheating someone taking material
advantage by unfair means. Fraud may be defined as:advantage by unfair means. Fraud may be defined as:
““Intentional misrepresentation of material fact by one party to the contract,Intentional misrepresentation of material fact by one party to the contract,
which is relied upon by the second party which causes his injury."which is relied upon by the second party which causes his injury."
The elements of fraud are:The elements of fraud are:
(i)(i) False representation of fact. (Done intentionally)False representation of fact. (Done intentionally)
(ii)(ii) Intent that the deceived person act thereon.Intent that the deceived person act thereon.
(iii)(iii) Knowledge that such statements would naturally deceive.Knowledge that such statements would naturally deceive.
(iv)(iv) The deceived person actually suffers loss.The deceived person actually suffers loss.
(v)(v) Hiding a defect, creating false impression by silence is also considered anHiding a defect, creating false impression by silence is also considered an
act of fraud.act of fraud.
To avoid the elements of Fraud, a business communication must take extraTo avoid the elements of Fraud, a business communication must take extra
care particularly in sending sales messages. One should not make boastfulcare particularly in sending sales messages. One should not make boastful
or tall claims.or tall claims.

SALES LETTERSALES LETTER
A sales letter is a sales talk. It is an efficient and convenient means of securingA sales letter is a sales talk. It is an efficient and convenient means of securing
business. A sales letter acts as a salesman. It is different from personalbusiness. A sales letter acts as a salesman. It is different from personal
selling in that a salesman speaks the words while in the letter the words areselling in that a salesman speaks the words while in the letter the words are
written and read. It is also different from advertising in that advertising iswritten and read. It is also different from advertising in that advertising is
addressed to a whole group of prospective customers, while a sales letter isaddressed to a whole group of prospective customers, while a sales letter is
tailor-made to individuals needs and nature. Sales letters provide antailor-made to individuals needs and nature. Sales letters provide an
economic means of selling goods and services, but they are timeeconomic means of selling goods and services, but they are time
consuming. Unsolicited sales letters fall in the category of “persuasiveconsuming. Unsolicited sales letters fall in the category of “persuasive
requests”.requests”.

FUNCTIONS OF SALES LETTERSFUNCTIONS OF SALES LETTERS
There are four functions of a Sales Letter which are as follows:There are four functions of a Sales Letter which are as follows:
1.1. It attracts attentionIt attracts attention AA
2.2. It arouses interestIt arouses interest II
3.3. It creates desireIt creates desire DD
4.4. It induces actionIt induces action AA
AIDAAIDA
AIDA stands for attention, interest, desire and action. A sales letter performingAIDA stands for attention, interest, desire and action. A sales letter performing
these functions is able to create desired results and effects.these functions is able to create desired results and effects.
AttentionAttention
The first paragraph of the letter should be attention – catching. To achieve it theThe first paragraph of the letter should be attention – catching. To achieve it the
following approaches may be applied.following approaches may be applied.
Opening with story or eventOpening with story or event
• Some beautiful quotation or anecdoteSome beautiful quotation or anecdote
• Status appeal openingStatus appeal opening
• Significant and concrete factsSignificant and concrete facts
• Question openingQuestion opening
• Mentioning prizesMentioning prizes
Caution:Caution: Avoid misleading gimmicks, grotesques claims, and overblownAvoid misleading gimmicks, grotesques claims, and overblown
language, vulgarity, and puffing.language, vulgarity, and puffing.

INTERESTINTEREST
Interest for the product may be stimulated in the second paragraph. To tempInterest for the product may be stimulated in the second paragraph. To temp
the prospect you should:the prospect you should:
To tell him of the benefits he will derive from the product. Also convince himTo tell him of the benefits he will derive from the product. Also convince him
that money spent on the product will be less than the satisfaction derivedthat money spent on the product will be less than the satisfaction derived
from it, andfrom it, and
Explain the reasons why they should buy. Furthermore, for expensive articlesExplain the reasons why they should buy. Furthermore, for expensive articles
you can excite dealers and manufacturers by explaining:you can excite dealers and manufacturers by explaining:
• How and why your product will earn them a profit.How and why your product will earn them a profit.
• How and why the product will make their job easy, andHow and why the product will make their job easy, and
• How and why the product will make their job more efficient.How and why the product will make their job more efficient.
For final customers and consumers you should emphasize functions,For final customers and consumers you should emphasize functions,
economy, characteristics, service, and emotional appeals. You should applyeconomy, characteristics, service, and emotional appeals. You should apply
rational appeals to dealers and rational and emotional appeals to finalrational appeals to dealers and rational and emotional appeals to final
consumers.consumers.

Desire, ConvictionDesire, Conviction
Stimulate desire in the third paragraph. You may use one or more of theStimulate desire in the third paragraph. You may use one or more of the
following approaches.following approaches.
• Free trial offerFree trial offer
• Money back guaranteeMoney back guarantee
• Performance testsPerformance tests
• Samples free of costSamples free of cost
• GuaranteeGuarantee
• Price informationPrice information
• Evidences (Names of satisfied customers)Evidences (Names of satisfied customers)
ActionAction
The last paragraph should motivate the reader to come in action. You mayThe last paragraph should motivate the reader to come in action. You may
accomplish it by:accomplish it by:
• Offering giftsOffering gifts
• Setting a deadlineSetting a deadline
• Limiting the offerLimiting the offer
• Offering competition and prizesOffering competition and prizes
• Making a moral pleaMaking a moral plea
• Accepting payment by check or credit cardAccepting payment by check or credit card
• Enclosing postage-free mail cardEnclosing postage-free mail card

USES OF SALES LETTERSUSES OF SALES LETTERS
There are five principle uses of sales letters which are as follows:There are five principle uses of sales letters which are as follows:
• To sell by mailTo sell by mail
• To produce sales inquiriesTo produce sales inquiries
• To follow up sales inquiriesTo follow up sales inquiries
• To induce people to visit the shopTo induce people to visit the shop
• To build goodwillTo build goodwill
•
TO SELL BY MAILTO SELL BY MAIL
Sales letters are not only written to invite the correspondent to visit your shopSales letters are not only written to invite the correspondent to visit your shop
and buy your products but also they are written to sell by mail. There areand buy your products but also they are written to sell by mail. There are
huge and giant mail order houses in Europe and America which sell goodshuge and giant mail order houses in Europe and America which sell goods
worth billions of dollars a year. The goods sold by mail include books,worth billions of dollars a year. The goods sold by mail include books,
magazines, furniture, rugs, clothing, etc.magazines, furniture, rugs, clothing, etc.

TO PRODUCE SALES ENQUIRIESTO PRODUCE SALES ENQUIRIES
In sales letters all details about the product are not written. They are confined toIn sales letters all details about the product are not written. They are confined to
solicit inquiries which may be followed by letters, phones or personal calls.solicit inquiries which may be followed by letters, phones or personal calls.
TO FOLLOW UP SALES INQUIRIESTO FOLLOW UP SALES INQUIRIES
Many enquiries are unsought (uninvited), while others are the result of salesMany enquiries are unsought (uninvited), while others are the result of sales
letters and advertisements in the T.Vs. radios, newspapers and magazines,letters and advertisements in the T.Vs. radios, newspapers and magazines,
Some inquiries may be handled by previously printed letters, others must beSome inquiries may be handled by previously printed letters, others must be
answered by personally dictated letters.answered by personally dictated letters.

TO INDUCE PEOPLE TO VISIT THE SHOPTO INDUCE PEOPLE TO VISIT THE SHOP
Sales letters are written in such a way that they arouse interest of the buyer,Sales letters are written in such a way that they arouse interest of the buyer,
and then he is encouraged and induced to visit the shop.and then he is encouraged and induced to visit the shop.
TO BUILD GOODWILLTO BUILD GOODWILL
Letters may be written to thank customers for their patronage, to extendLetters may be written to thank customers for their patronage, to extend
seasonal greetings, and/or to announces new services.seasonal greetings, and/or to announces new services.

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