June 1950 — Vol. 31, No. 6 — On Writing A Letter
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No one knows when the first letter
was written, or who wrote it, but the letter, as a form of
self—expression, has existed for thousands of years.
Whether written on stone, on wood, or on skin, with the edge
of a sharp flint, a burnt stick or a goose—quill pen,
or on paper with a modern electric typewriter, letters have
changed the course of history. They have played their part
in provoking wars, in cementing famous friendships, in closing
great business deals, and in the realization and destruction
of dreams.
Many lasting and lovely examples of this most graceful and
self—revealing of all arts have come down to us through
the ages. The letters of Lord Chesterfield to his son are
still quoted as models of educational literature; those of
Madame de Sévigné give a vivid picture of the
times of Louis XIV; and from the letters of St. Paul to the
Corinthians grew the foundation of the Christian dogma of
salvation.
But it is not with the letter as a social grace, a golden
link in the chain of romance, or a lasting piece of literature
that we are concerned in this article. We will attempt to
discuss what often seems to be the stepchild of the art of
writing - the business letter.
Mail is used for many purposes. Contributions are solicited;
services are sold; and all kinds of goods, from bobby—pins
to expensive automobiles are promoted by letter. One of the
outstanding examples of business built up and maintained by
letters is the great mail order house, whose yearly turnover
runs into millions of dollars. You may imagine the amount
of correspondence involved when you learn that one Canadian
mail order house sends out three million main and three million
secondary catalogues a year.
All too often the great potentialities of the business letter
are not thought of. Time is short, and letter writing may
be looked upon as a task to be performed quickly, with the
least effort. It is safe to say that the reader reacts to
letters written in this way with the same lack of interest
as was originally shown by the writer. The letter which is
just "good enough" will very likely have only mediocre results,
while a drab, casual letter may often actually annoy the reader.
Few men are in business for financial reward alone. Business
is a means of living, of self—expression and of real
self—satisfaction. The average business man is a perfectly
normal human being, sympathetic, warm and friendly. He finds
it natural and easy to show his real personality in face—to—face
contacts, but alas! when he sits down to write a letter he
changes completely. He becomes cold, formal and full of phrases
like these:
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"We beg to advise and wish to state
That yours has arrived of recent date.
We have it before us, its contents noted,
And herewith enclose the prices we quoted.
Attached please find as per your request
The samples you wanted, and we would suggest,
Regarding the matter and due to the fact
That up until now your order we've lacked,
We hope you will not delay it unduly,
And beg to remain yours very truly."
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A business man may be firmly attached to such meaningless
phrases but he may consider parting with them when it is pointed
out that they add quite considerably to the expense of his
letter. Experts have estimated that the average cost of a
business letter, including the time spent by the person dictating
it, tile stenographer, and materials, is slightly more than
40 cents. A Chicago concern has estimated that the cost of
letters amounts to half a million dollars a day in the United
States. Short, friendly letters are not only less expensive,
but are better builders of goodwill than the long, formal
kind.
Aim of the Letter
What does the business letter set out to do? Basically it
may be defined as a message that attempts to influence its
reader to take some action or attitude desired by the writer.
The reader must first believe, and then he must feel. If he
believes and feels strongly enough, then he will take the
desired action.
To begin with, the writer must think: What am I trying to
accomplish in this letter, and how can I best accomplish it?
If a man writes or dictates under an inspired surge of ideas
and his expression is so closely identified with his thought
and feeling that he cannot make it better by planning and
preparation, then, obviously, he should not try to do so.
True inspiration needs no trimming or tinkering. But in the
majority of cases we are not inspired; we have only an idea
to be worked out, and planning is needed.
The writer should have a clear mental picture of the letter
he will write, including its length, the propositions he wishes
to make, and the general phrasing of the central ideas. Be
quite clear as to what you want to say before you begin to
write, for if the purpose of the letter is not clear in your
own mind, how can you expect to make it clear in your reader's
mind?
In their book, Business Writing: Theory and Practice,
Messrs. Parkhurst and Davis list the basic purposes of the
business letter: (1) to insure accuracy; (2) to make transactions
binding; (3) to furnish complete records; (4) to provide the
least expensive communication; (5) to make contacts for the
salesman; (6) to promote goodwill; (7) to talk more effectively;
(8) to buy or sell goods.
If our letters are to be effective, and accomplish all these
objectives, then it is easily seen that hasty composition
will not do.
The "You" Viewpoint
The most important thing to think about when you sit down
to write a letter is not yourself, but the reader. What are
his interests? What are his needs? What kind
of a letter would he like to get? There can be no completely
successful or effective letter unless the writer moves over
into the place of the reader, and considers his comfort
and his convenience.
It is always a great temptation to write about what we ourselves
are doing or hoping to do; it is human nature to tend to be
self—centred. We like to think that everyone is interested
in our problems, our products, our desires.
But self—interest must be subordinated if a letter is
to be effective in selling goods, services or goodwill. Forget
about yourself and concentrate on your reader. It is a good
idea to make the two principal words "you" and "yours". "We",
of course, cannot be dispensed with, but "you" can be emphasized
and cultivated.
Every day most business houses receive letters from a wide
cross—section of the country. Our day's mail can include
letters from bankers and business men, housewives and clubwomen,
teachers and pupils, city dwellers and people living on isolated
farms. To do justice to these various readers we cannot attempt
to write to each one in exactly the same way. Each has his
own particular interests, his likes and dislikes, and we need
to try to make each recipient feel that the letter he received
was written for him and him alone.
For example, letters to city men may be shorter than those
to farmers, especially in the between season' periods. Letters
to women can be more deferential; they can appeal more to
the emotions, and emphasize the beauty, design or up—to—date
styling of the product. Letters to men can be more direct
and factual, stressing economy and efficiency. Classify your
reader, and then individualize him.
Henry Hoke, publisher of The Reporter of Direct Mail
Advertising, spoke to the Advertising and Sales Executives
Club in Montreal this spring on the subject of successful
letter writing. He mentioned four things as being wrong with
most business letters. These are: (1) useless words; (2) improper
arrangement of words; (3) incorrect expression of thought;
and (4) offensive words. In this last category he emphasized
the words "I", "we", "our", "mine", "my" and "us."
Giving the reader the centre of the stage is a challenge,
and it can be fun, too. It calls for more than just bringing
out some old stock phrases. Everyone likes to think of himself
as capable of observing and understanding human nature. Everyone
likes to be considered a man of imagination, sympathy and
perception, with an elastic mind and varied viewpoint. Here
is an opportunity to give all these desirable qualities their
full expression - right in the letters you send out every
day.
In considering your audience, it is important never to underestimate
their intelligence. F.P.A., the well—known writer and
columnist, says in an epigram: "The average reader is considerably
above the average." His stock of information, which is quite
a different thing from intelligence, may be limited, and that's
your job, to supply it in a form that is appealing, readily
understood, and not condescending.
Be Complete and Concise
The characteristics of a good letter can be said to be those
of a good advertisement: it should contain what the writer
wants to say and what the customer wants to read about. Particular
care should be taken to include in a letter all that belongs
there. Too many letters have to be written to supply information
missing from previous ones that were vague and ambiguous.
The good letter is the clear and simple letter. Clarity
of expression is essential if you are to put your message
across. After one of the late President Roosevelt's fireside
chats, he received this letter from a little girl: "I heard
your speech over the radio about the banks. It couldn't have
been much of a speech because I understood every word of it."
This short sentence contains the essential clarity of a good
letter.
Many of us have developed a dislike for writing letters,
and we sometimes feel that writing is an awkward form of communication,
a second—rate substitute for conversation. Speaking to
a person is easier, more natural.
A man might write "Dear Sir: Your esteemed favour of the
20th instant has just come to hand. In reply we beg to state
in reference to same that we are remitting herewith our cheque
as per your statement in the amount of $89.95". That same
man, using the telephone, would likely say, "I'm sending you
a cheque for $89.95. Thanks for waiting for it."
Before beginning to write or dictate, ask yourself this
question: "If he were sitting across the desk from me, how
would I say it?"
Although the written word loses the power that comes from
emphasis and inflection in conversation, letters are not a
second choice of communication. They are a power in their
own right, and sometimes can be more forceful, more intimate
and more conclusive than speech.
Let's get the idea out of our heads that there are two languages
- English and Business English. Business English is simply
good, effective English. The ability to use language well
is nowhere more effective than in business correspondence.
Incidentally, a few business schools, which use out—of—date
letter models for dictation purposes, ought to realize the
danger that young people may think this is the language of
commerce, and so carry on the old, antiquated phrases in their
business life.
The business executive who wishes to avoid stale and trite
phraseology should examine the letters going out from his
office. Notice how many words and phrases are repeated over
and over again. Mark these and call them to attention of the
writer; insist upon having obsolete terms replaced by lively
terms such as you might use in conversation.
Most clichés were strong and vivid when they were
new, but constant usage has rubbed away their bloom. It's
not easy, especially for a busy man, to expend that little
extra effort in thinking up a newer, fresher phrase, when
a well—worn expression is at hand, just waiting to be
used once again. But how greatly the fresher phrase will strengthen
and give new life to his letters!
The choice of words is important; words are the writer's
bricks with which he builds. The wider a man's vocabulary
the greater the fund upon which he may draw, and the simpler
it is to choose the happy word, the word that fits. A book
of synonyms, such as Soule's, should be at the elbow of every
letter writer.
Be Brief but not Blunt
Shakespeare, that master of words, once wrote: "When words
are scarce, they are seldom spent in vain." Most executives
are pressed for time, with many demands upon their attention.
Too often the letters they write could have added to them
what the 17th Century scientist, Pascal, said in a postscript
to a 20—page letter: "I hope you will pardon me for writing
such a long letter, but I did not have time to write you a
shorter one." Here is a truth within a paradox. A short, well—thought—out
letter takes more time to write than a long repetitious one,
because the writer has spent that little extra time in marshalling
his thoughts, and eliminating all unnecessary words and ideas.
Extra words lessen the impact and import of your message.
Compare these phrases: "This service, which is offered without
any charge whatsoever, is available to all of our customers";
"This free service as available to all our customers." And
these: "The feasibility of granting your request for financial
assistance is left to the well—seasoned discretion of
our manager" with "Your request for a loan depends upon the
experienced judgment of our manager." In both cases, isn't
the second phrase the clearer?
Because words are fewer does not mean that courtesy should
be sacrificed. There is a difference between being concise
and being curt. In their efforts to keep their letters short,
some business men verge on the side of rudeness. Once again
you should look over your outgoing mail. If most of your letters
consist only of a paragraph or two, it is possible that you
can make them warmer and more human by adding a few friendly
sentences. Simple words, like "please" and "thank you", are
often overlooked in the aim for brevity.
Personality is Needed
Another ingredient of the effective letter is personality,
and by this we do not mean peculiarity or eccentricity. Sometimes
the wish to please and attract by novelty leads a writer away
from simplicity and mars his writing with artificiality and
affectation. Many a business man would reach a style of natural
forcefulness if he would devote himself to common sense and
simplicity and not strain after some elusive elegance.
Personality is the expression of the writer's true self
and thoughts. It balances humanness and dignity in a nice
proportion. It is friendly, without sacrificing any of the
dignity of office. Indeed, official position becomes surrounded
with added graciousness.
Individuality in letter writing does not mean disregarding
the amenities. There are certain customs that people expect
to see observed. There may be no good reason for beginning
a letter with "Dear Mr. Jones", but to change this form may
distract the reader, and, worse still, irritate and antagonize
him.
Sometimes humour creeps in to business letters. Robert L.
Shurter, in his valuable little book, Effective Letters
in Business, tells of this interchange between a large
mail order house and a customer: "Gents: Please send me one
of them gasoline engines you show on page 785 and if it's
any good, I'll send you a check for it." And the company replied:
"Dear Sir: Please send us the check and if it's any good,
we'll send you the engine."
Types of Letters
Now that we have set up some guide posts, and made some
resolutions about our letter writing, in what kinds of letters
do we expect to use them?
Several types of letters are written in business houses
every day, but there is no more important letter than the
Sales Letter. It is the life—blood of business,
and it is particularly important that it should make your
reader believe and feel. Then if he believes and feels strongly
enough, he will send you an order. A simple formula by which
you may achieve this is summed up in four words: Picture:
Promise: Prove: Push.
To Picture, you need to get his attention, which
may be haft—hearted; after all, your letter is not the
only one on his desk. So pinpoint his wandering interest by
painting a picture in your first paragraph. Make your opening
short, but let it say something.
It is impossible to get the reader of a sales letter to
react favourably until you have built up a desire for your
product or service in his mind. You cannot do this until you
have aroused his interest, and you cannot arouse his interest
until you have gained his attention. A strong start, an inspirational
lead, makes your letter more effective, and incidentally gives
it a better chance of being read. A single fact, well stated,
will be more arresting than all the glittering generalities
you can crowd into an adjective—filled paragraph.
Next, Promise. Define your product or your service,
describe what it will do, in words your reader knows, in phrases
that appeal to him, and in terms of his interest. Live up
to your attention—catching opening remembering that his
wastepaper basket is always close at hand.
Prove it by evidence that backs up the promise. You
can carry out what you so glowingly describe to him.
Convince him by endorsements, testimonials and statements
of value.
And finally Push. Tell him what you want him to do:
fill in the order form, clip the coupon, mail back the enclosed
card, or invite you to call.
A fifth "P" which can often be used to advantage is the
Postscript. A man reading a letter usually scans the
first paragraph, as he does the newspaper headlines, glances
at the opening words of following paragraphs, drops his eye
down to the signature, and if there s a P.S. he'll catch that
too. If this is sufficiently arresting, he will be inclined
to go over the letter more thoroughly.
The Adjustment letter is not difficult to write.
Generally, you admit the error and make the adjustment with
good grace. Whether the customer is right or wrong, the tone
of the adjustment letter should be polite and courteous. The
skilful adjustment correspondent will try to convey his understanding
of the customer's misfortune by expressing regret, though
he may know very well that the customer is at fault. The aim
of this letter is not merely to grant the adjustment, but
to keep the goodwill and the business of the client.
Claims letters are written to bring errors to the
attention of those whose responsibility they are. Here the
claimant would do well to heed the dictum of Walter Hines
Page who said: "The writer of personal abuse always suffers
from it - never the man abused." One stands a better chance
of getting a fair adjustment in the particular case and more
careful attention in future if a tolerant and even—tempered
tone is used.
The Credit Letter has two forms: the letter granting
credit and the letter refusing it.
In the first type, the writer does not merely state terms
and conditions. He has an opportunity to make it a sales letter,
telling the customer about the superior goods and services
of the firm, in a friendly, thoughtful way.
The second letter, refusing credit, is more ticklish. It
must refuse the application in a tactful way, all the while
attempting to get the customer's business on a cash basis.
The writer can point out the advantages of cash buying, such
as discounts, and freedom from monthly bills. The "you" attitude
can be sincerely expressed. But don't preach.
Collection letters have two purposes. One is to get
the money, and the second is to keep the patronage of the
customer. The writer can concentrate on the "you" viewpoint
by showing that it is to the customer's advantage to pay.
One of the most important letters that we ever write is
the Application Letter. It is a personal sales letter,
and the writer is selling himself. This letter, if it is to
get favourable results, must attract attention, arouse interest
and create desire. 'I' will necessarily be often used, but
it can be used in a modest and unassuming way. Point out to
the prospective employer how useful you can be to him, what
abilities you have to offer him. You can picture, and promise
but you must also prove - for not even the best—worded
letter will get a job for the unqualified applicant.
Every letter should, of course, be a builder of goodwill,
but letters expressing goodwill alone are comparatively new
business communications. Holidays, birthdays, anniversaries
and so on are used as opportunities to write friendly letters
to old and new customers, and thus keep the name of the business
house in their minds.
Study Human Nature
It can be seen that the first class business letter writer
must be a man with background, a man of broad interests, considerate,
adaptable and above all, human. He must be versatile and acquainted
with the thought of the times. How can he best achieve all
these things?
First of all by studying human nature, and this cannot be
done by sitting all day at a desk. The letter writer should
know how the foreman feels, what the clerk behind the counter
thinks, what is in the salesman's and the customer's mind,
as well as the opinions of his own colleagues. Widening of
a man's interests results in a broadening of his viewpoint
and his understanding.
Reading is important, too. And not just reading the current
magazines and the daily newspaper, though these are necessary
and not to be neglected. But wide reading of the best there
is in the works of the great writers will be of inestimable
value and self—satisfaction
While the letter writer cannot copy the leisurely style
of such authors as Dickens or Thackeray, he can take something
from them in their knowledge of human nature and of life.
He will increase his understanding, and add to his vocabulary.
He will strengthen his own style. He will have a broader and
deeper appreciation of the thought of the people, and all
this will be reflected in his communications, both oral and
written.
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