II. Reading.Writing letters means communicating to influence your readers, not to antagonise them. Keep in mind that writers of effective letters are like successful diplomats in that they represent both their company and themselves. The image you want readers to have of you and your company is projected through your letter. You want readers to see you as courteous, credible and professional.
To write an effective letter like that, first put yourself in the reader's position. What kinds of letters do you like to receive? You would at once rule out letters that are vague, impersonal, sarcastic, pushy or condescending. You want letters addressed to you to be polite, business-minded, and considerate of your needs and requests. If you have questions, you want them answered honestly, courteously, and fully. You do not want someone to waste your time with a long letter when a few well-chosen sentences would have done the job much better.
What do you, as a writer, have to do to send such effective letters? Adopt the 'you attitude'; in other words, signal to readers that they and their needs are of utmost importance. FOUR GUIDELINES TO ACHIEVE THE ‘YOU ATTITUDE’
The following four guidelines will help you to make good impression on your reader.
1. Never forget that your reader is a real person. Avoid writing cold, impersonal letters. Let the readers know that you are writing to them as individuals. A simple 'please' or 'thank you' is often enough to make a letter warmer and more friendly. Instead of:
‘We have received your order.’
you might try:
‘Thank you for your recent order.’
Or in place of the impersonal:
‘Checking our records, we have verified the error in your November bill.’
you could help retain the customer by writing:
‘Please accept our sincere apologies for the error in your November bill.’ Benefits to the particular reader are stressed and the reader is addressed as a valued customer.
2. Keep the reader in the forefront of your letter. Make sure that the reader's needs control the letter. This is the essence of the 'you attitude'. No one likes people who talk about themselves all the time. Stress the 'you' not the 'I' or the 'we'.
For example:
‘Please accept our apologies for the delay.’
is perfectly polite. But:
‘We hope you have not been seriously inconvenienced by the delay.’
lets your reader know that you care.
3. Be courteous and tactful. Building and sustaining the goodwill of your reader should be the underlying goal of nearly any letter you write. Even a delinquent account may someday become a paying customer. The following words can create a bad taste in your reader' mouth.
It’s defective I demand I insist We reject That’s no excuse for Totally unacceptable Unprofessional (job, attitude) Your failure You contend You allege You should have known Your outlandish claim
Use words that emphasise the 'you attitude', and avoid offensive language. Compare the discourteous sentences on the left with the courteous alternatives on the right.
The last example above begins with a phrase that frequently sets readers on edge. It's best to avoid using 'it goes without saying' since it can quickly set up a barrier between a reader and writer.
4. Be neither boastful nor meek. These two strategies - one based on pride and the other on humility - often lead inexperienced letter writers into trouble.
Aggressive letters, filled with boasts, rarely appeal to readers. Letters should radiate confidence and let the facts speak directly and pleasantly for themselves. The sentences on the left boast; those on the right capture confidence with grace.
At the other extreme, some writers stress only their own inadequacy. Their attitude as projected in their letters is "I am the most unworthy person who ever lived". Note how the meek sentences on the left are rewritten more positively on the right.
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