How to write letters: 6 components of a convincing letter

Electronic correspondence has always been and remains the main mode of communication in the business world. A well crafted letter is already half the battle. But such letters are not able to make it. Sometimes reading the letter with a business proposal, it is not clear what exactly you want to offer, what kind of benefit you get from it, and why have you spent your time on reading and understanding of this letters.

The ability to write correct, persuasive letters comes with practice. And well, when the experiences are divided, allowing, thus, other people do not step on the same rake. Jeffrey James, author of the book «Business to Business Selling: Power Words and Strategies From the World's Top Sales Experts », offers a simple system of drawing up persuasive letters, which consists of 6 steps.

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1. Always clearly imagine what going to write

The main purpose of the letter - to make sure that the recipient has taken a definite decision. So, before you start writing the letter, ask yourself one more time about what it is you want from the recipient? What decision he should take after reading your letters?

In this case, the uncertainty - is your sworn enemy. The clearer your goal, the more convincing to get your letter.

2. Begin your letter with the conclusion

Your conclusion is a statement that decision to be taken by the recipient based on the content of your letter.

In school we were taught to always start with an introduction. In the case of drawing up persuasive messages, this statement is wrong. In the business world, everyone is too busy to assess your writing skills. Therefore, you should go straight to the point.

For example, you want to get from his superiors for permission to install a gym in one of the premises of your company.

Wrong:

"Jim,
As you know, absenteeism of employees at the moment is a major problem, which has quite a strong financial impact on both our company and the other companies in our industry... blah blah blah... So we have to consider the allocation of money for the resettlement of the gym in the main office of our company. "

Correctly:

"Jim,
I want you to have approved the installation of a gym in our office. "

3. Share your arguments to a few easily digestible paragraphs

To the arguments in support of your ideas easily read and understood, divide them into a few paragraphs.

Wrong

"According to a recent report of the Government group physical activity is extremely important even despite the fact that only a few companies demonstrate their commitment to such Promotion employees. Many companies define such groups like the underrated assets, but they have no plan to introduce similar groups in the industry, even despite the fact that fitness is closely related to corporate and personal successes. I believe that if we do not introduce a similar physical team in our company, we remain far behind the competition. "

Correctly

"Fitness in the office will:
- to reduce absenteeism
- to increase the overall productivity "

4. Reinforce each argument evidence

If you write a letter, consisting of solid arguments, it may be perceived as continuous personal opinion and nothing more. For every argument needs proof. How else to understand what it really work?

Wrong

"Fitness in the office would be the best solution, because people prefer to go to work rather than stay at home. It will also help reduce the overall incidence in the office. "

Correctly

"Reducing the amount of absenteeism. According to a survey conducted by the National Institutes of Health among 1,000 companies that have gyms in offices, staff absenteeism by 20% lower in these companies than in companies that do not have such equipment. "

5. Repeat your conclusion as a call to action

At the end of the letter again repeat its conclusion, stated at the outset. Only now as a call to action. So you fail the recipient to a particular conclusion, that he should do after reading your letter. This call should be simple and specific.

Wrong

"We will be very grateful to you if you support this project."

Correctly

"If you answer yes to this letter, I immediately initiate the process."

6. Enter the benefit in the subject line

The subject line of the letter is almost the most important part. Because it must anticipate the basic subject line, and configure a recipient to the desired mood. And that's why you have to fill it in the last after you've written all the arguments and evidence that support your basic conclusion.

Ideally, the subject line should solve two important problems: so it should be interested in the recipient that he opened and read the letter; and it should encompass the conclusion that you want to convey to the recipient.

In most cases, the best way to perform both tasks at once - is to write about the benefits that can be obtained as a result of the desired solutions for you.

Wrong

"The impact on the health of employees on the equipment program gyms in offices"

Correctly

"How can we reduce the amount of absenteeism of employees"

I interested in your opinion. How would you react to both options and what rules you are guided during the preparation of such letters?