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Is Your Letter Writing Fit for This
Century?
By Jane Watson
Over 7 billion letters are produced each year in Canada. They relate to
jobs, relationships, fund-raising, public relations and sales. They are
important to the growth of a business.
Penton Research Services of Cleveland has uncovered a wide range of costs
(US) per contact in the methods companies use to generate revenue:
Industrial sales call $277.00
Trade show $162.00
Telemarketing $31.16
Business letter $13.60
Therefore, letters are the least expensive way to get your name in front of
a customer. However, many writers fail to produce effective documents
because they are using outdated writing styles. This causes their written
materials to be overly formal, long-winded, difficult to read and lacking a
clear call to action.
Today's correspondence should be concise, reader-friendly, and it should
build relationships with clients, customers and internal staff. Here are
some tips to ensure your writing style is ready for the new millennium. But
don’t wait for then, put these ideas into practice now.
Write with the reader in mind: what does he want to know; what does he need
to know. Omit all other details.
Use words the reader can easily understand. If he or she is familiar with
jargon, use it. Otherwise, choose simpler words.
Don’t waste your reader’s time with cold, useless phrases: as per, we are in
receipt of ..., we wish to acknowledge ... Jump in with why you are writing:
I need your assistance to ..., As you requested, here are ...
Make it easy for your reader to interpret the message. Use plenty of white
space and wide margins. Keep sentences short. A reader's attention drops off
after the 18th word. If you add a 19th, it better be good.
Think of visual appeal when you compose paragraphs. Long paragraphs
intimidate; however, too many short paragraphs makes it look as if you are
in a time warp and trying to send a telegram. A good guideline is to use
variety but keep opening and closing paragraphs three to six lines long and
nothing in the body over eight lines. (Half these numbers if you are sending
an e-mail.)
Keep the tone warm. Use the reader’s name. Write about what you can do — not
what you can’t. If your purpose is to inform or persuade, use the word you
more often than the words I, we or it.
Always give your readers a WIIFY—what’s in for you. Too many writers stress
their own importance, or the wonders of their product/service without
spelling out the benefits to the reader. To gain a reader’s attention you
have to focus the benefits to them rather than the object.
(I am amazed at the number of sales people who confuse features and
advantages with benefits. It is hard to write persuasively if you don’t
understand this concept.)
Close with what you want the reader to do next. If you have a date, give it.
Never use the ambiguous term as soon as possible. Wrong and overused: If you
have any questions, don’t hesitate to contact me. Better: If you have any
questions, please call me at ...
Remember, our readers are drowning in paper, and they don’t necessarily have
to read and follow up on your correspondence. However, if you write in a
warm, easy-to-understand, concise style your chance of having your message
acted upon will greatly increase.
About the author:
©2002, Jane Watson is dedicated to advancing business communications.
She is a consultant, author, keynoter and trainer and can be reached at jane@jwatsonassociates.com
or (905) 820-9909.
www.jwatsonassociates.com
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roduced by Karen Porter, The Administrative Professional Job Performance and Career Success Coach™ and Founder and President of The Effective Admin:
"My specialty is
serving administrative professionals like you with job performance and career
management advice. I have 24 years experience interacting with the 'real'
workplace and working administrative professionals."