How to write effective business letters

The advent of email communication has witnessed the demise of writing business letters to clients.

Professional business letters play pivotal roles in communicating key messages to prospective and existing clients.

It is important to distinguish between a client letter and email. Reserve emails for everyday transactional communiques than require rapid responses.

Client letters, on the other hand, are ideal for providing more concrete information and advice that can be reviewed, archived and referred to by the recipient, as and when required.

The motivation for writing to clients generally falls into the following key categories:

 
Whatever the reason for writing to your clients, it is important to cover a few basic fundamentals to ensure effective communication.

Presentation
Client details on left-hand side
Restrict word length to one single page (if possible) or two maximum
Use minimum 12-point font and 1.15 line spacing
Treat sentences as paragraphs (ie space between each sentence)
Align text to the left

Follow the format outlined below

Example:

Client’s name
Client’s position
Company/ organisation’s name
Company address Line 1
Company address Line 2

September 12, 2013

Dear Mr Smith,

Structure

How you structure information plays a major role in how it is interpreted. Too often, people opt for the hard sell from the opening line which usually turns reader’s off. You need to focus always on the reader’s needs rather than making the letter all about you.

Engage
Capture the reader’s attention

Secure interest in the first sentence by identifying the relevance to the target audience.

Leading companies recognise the importance of…
Profitable businesses cannot afford to ignore…

Idea
Identify relevant background information

Provide any information that will help the reader make any informed decision about your communication.
For example, do they need to be aware of any changes in laws that require them to take action. Or is it any ongoing issue that demands a brief overview of historical facts.

Recent changes to superannuation laws introduced by the Federal Government require small business to pay their staff an additional three per cent superannuation.

Offer
Offer a solution/recommendation/ advice/resolution

This is where you communicate the true purpose of your letter by stating how you can help them either resolve an issue or problem or take advantage of an opportunity.

We would like to offer you…
As a valued client you are entitled to…
We recommend you (identify action required)

yoU

Call to action

What do they need to do next? Lead the way for them.

We will contact you to make an appointment…
Call our friendly staff today to find out more information…

Back to GAPS from Writing and effective client business letter.