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Compel signatory

hello friends the business letters studied till now we're in form of personal letters that is it was in form of one-to-one communication the letters that we are about to study in this session are of one-to-many form that is one correspondent addressing common message to many recipients these have a look at this example no deer patterns we have pleasure in informing you that from 1st April 2011 we are shifting to our new office premises at 5th floor mg road Andheri West Mumbai this location is very convenient from our business point of view and we would be able to serve our customers better yours truly now friends if we consider this example the message is common and is expected to reach many concerned person at a time these types of letters are popularly known as circular letters circular letters are letters which are sent to a large number of persons at the same time the most common form is a notice of meeting centre members the circular letter is the most suitable form when the same message is to be carried to a larger number of persons the circular letter may be in the form of internal letters circulated to employees of the company or may be in the form of external letters circulated to the stakeholders outside the company the obvious economy in time and money points to its great advantage this mass production may be said to be the most important characteristics of circular letter in business there are numerous of occasions on which circular letters are sent let us list some of these occasions say establishment of new business tension or transfer of the business for example opening of new Department or a branch or expansion of premises etc or say changes in the policies of the firm example changes in recruitment and selection policy change in credit policy change in purchase policy excetera or announcement of new schemes change in price lists or distributors profit margin or say information about promotional campaign undertaken by the company for example participation in trade fairs sponsorship of sports event of advertisement slots on television and such or say dissolution or discontinuation of a business or say change in the constitution of the business that is for from proprietorship to partnership or admission of a new partner retirement of a partner death of a partner conversion of a business into private limited and such or say granting or withdrawal of legal authorities sales letter sale of business of business premises as stated earlier the major advantage of circular letter is reaching to masses with effective use of time and money most of the circulars are in form of notice and therefore drafted in a very plain and formal style this is mainly because the purpose of this letter is to provide some information or bring awareness on the other hand when the circular letter is not just a notice be a medium to persuade the respondent and appeal for some response it has to be carefully drafted sales letter is a best example of this type of circular letter when circular letter is returned to persuade the reader care must be taken to make it interesting the reader does not anticipate to look forward for a circular letter and unless his attention is attracted and interest is sustained he is likely to discuss the use of you attitude catchy words and sentences and different types colors etc are some ingredients of an effective circular letter since you have to draft the letter only once you should bring it to perfection after revising it for several drafts in fact the best letter writers in your organizations should join together to produce an excellent draft it is also possible to get it drafted by an expert or a publicity firm the very nature of duplication leads the reader to think that he is not the only one to receive that letter therefore the circular letter should sound personnel for the any carelessness in writing or producing a circular letter may produce mass irritation if by some in advantage or negligent statement you irritate a customer the mistake will be magnified by the number of copies in case a single letter error can be rectified by another letter regretting the error this becomes difficult in case of circular letter friends let us lease down some of the benefits and disadvantages of circular letters advantages are common message can be circulated to number of concerned raters second duplication of work is saved next is mass distribution and production of letter leads to saving of time and money another aspect is internal communication becomes simpler and effective with the help of circular letter but at the same time disadvantages are that circular letter like lakhs personal touch the message cannot be customized easy error in the letter or inappropriate approach cannot be rectified easily the effect of error is replicated to all skill the appeal made through circular letter may fetch limited response circular letters return to person bearing authoritative position may not be entertained in spite of these limitations circular letters are commonly used in communicating various messages in business organization it should be remembered that a circular letter binds the signatory as much as any other letter no promises should be made which cannot be kept just because they are produced in masses there is no reason to make them cheap a bad circular letter is an adverse publicity though a good one will not necessarily bring you a sale or a desired result friends since our subject is related to business correspondence we will study sales letter as a circular letter in detail sales letter friends have you ever been a subscriber of Reader's Digest or a merchant ricotta or chandamama if yes you or have you ever received any letter from these publishing houses I am sure you will recall lot of regular correspondences from these publishing houses these letters are usually related with new offerings discount on subscription appeal to suggest address of three friends who are interested in subscribing these magazines all these forms of communication falls under the type of sales letter sales letter is one of the important form of circular letter friends by now we have understood different occasions meant business letters are written for instance we have seen how quotation is written as an answer to the letter of enquiry how letter of order is written all these letters are returned by seller to the buyer in other words these were personal letters addressed to a particular buyers requirement we are aware that today every business is operating in a very competitive environment seller has to be proactive in terms of getting customers for this the seller has to take initiatives to reach to the buyer sales letter is an important tool to reach to potential buyers so a sales letter as the name suggests is a letter that attempts to sell something it is a circular which is printed or duplicated of which several copies are made and sent out since the sales letter is a letter to sell something it has often been compared to a Salesman usually brochures leaflets a letter and such combined to form a sales mailing for the seller intermediaries in the chain of distribution are also their customers and correspondence to intermediaries is a very common is a very common form of sales letter this sales letter that we are about to discuss here are those letters which were which are returned by seller to the end-user rather than intermediaries as we begin our discussion of sales message we would note that they are a most controversial area of business communication probably you know from your own experience that direct mails sales literature is not always received happily called junk mail this mailing often go into the wastebasket without being read even so they must be successful for the direct mail business has arrived over a century sales myths messages sent by email appear to be creating even more hostility among intended customers angrily we refer it as spam this is because these messages clutter our inboxes maybe the means results from the fact that mass mailing place heavy burden on internet provider driving up the costs of the user or perhaps the fact that they invade the readers privacy is to blame that does not take any stand on this issue our goal is to understand importance of sales letter and know how to write effective sales letter we can only suggest that companies can follow their conscience and to be ethical while writing sales letter let us understand importance of sales letter with the help of case dear professor we once received the following application from a candidate with reference to you advertisement in The Times of India for account tini please consider me well we did consider him we sent him a copy of a Longman dictionary of contemporary English you're truly needless to say that this is an example of sales message given by dictionary seller by humorously highlighting the importance of spelling and need of dictionary let us consider some more cases of sales messages case ii dear professional why spenceley sleepless night tossing and turning in bed wishing that the day would come why should you have to stay awake when some lucky people can put aside their day's tasks and drift happily into the land of dream lack of sleep is known to lead to premature ageing blood pressure and other illness besides making a person irritable and unable to concentrate wake up bright and fresh in the morning instead of just beginning to doze off when the alarm rings our courses of 12 weeks special massages has helped hundreds of executive in such prestigious organizations as so-and-so to regain their night's sleep you will begin to feel the difference within one week of the first massage yours truly now let us consider purpose of sales letter as the name suggests sales letters are preliminary lay returned to generate sales but not all sales letter attempt a direct sale of goods and services let us list down some of the major objectives behind writing sales letter to generate sales through direct mailing to market a new product by arousing interest among potential buyers to obtain an inquiry to build goodwill after the transaction is over by stressing after sales service to prepare the ground for the visit of a salesman to arouse interest by announcing the result of a test or survey to reach sales resistant customers to educate the public about the new services or product to expand the market for an existing product by repeating its good points to arouse interest in the enterprise itself and its plans and objective as well as its future production plans now let us consider importance of sales letter those sales letter does not possess personal touch that a salesman has yet it is much less expensive than a Salesman secondly it reaches the client however busy he may be where a salesman has to repeatedly and sometimes unsuccessfully requests for appointment it is an important medium to reach the targeted section and it is effective form of advertisement as the appeal can be focused and directed to the needed readers the sales letter can be used to develop far-flung areas into potential sales territories sales letter are sent out to a definite number of persons the result of sending the letters can be accurately tested now next is the one when the sales letter is read there are no other items competing with it as when a person reads the newspaper or magazine and has his attention diverted by several other advertisements on the same page the sales letter is also more personal message and it can concentrate on the product and service without having to bother about eye catching pictures or entertainment the importance of this study of sales letter is very great for students of Commerce and management as the modern trend is to sales orient each and every business corresponds the basic principle behind every successful sales letter is an effective use of you attitude and by using you attitude in business corresponds they become sales oriented in no area of business communication is the you viewpoint more important than in sales writing we human beings are selfish creatures we are persuaded best through self-interest thus in sales writing you should base your sales point on readers interest you should liberally use and imply the pronoun you throughout the sales message friends the elements of effective letter letter-writing are no doubt applicable to sales letter - but there are certain other aspects that have to be studied in order to draft an effective sales red letter sales letter is returned in order to persuade the reader to respond positively to your offering so let us talk on the art of persuasion before we study some of the components of sales letter persuasion there are two ways of mate people do what you want one force and second per seed if you compel a person to do your bidding you are behaving like a despot tyrant or bully which is undesirable persuasion is better we but remember persuasion is not leading persuasion is a process by which a person's attitude and behavior towards something are influenced by other person's communication masers human law F and Penrose define persuasion as the art of getting people to do something that they won't ordinarily do if you did not ask while a dictionary meaning is causing an individual to believe or do something by reasoning with him or her persuasion can be used to make a prospective customer buy a product to make subordinates work better to suggest a plan or a change to superiors to bring around antagonistic parties to improve image of the organization in later writing however persuasion is used by adopting the new attitude the art of persuasion is very powerful weapon in the armory of business communication and the student of the subject would do well to note the four steps that have to be taken to attend the objective studying the situation turning the mind of the receiver delivering the message and prompting action studying the situation the persuader must be very clear in his own mind as to the reason why he wishes to proceed he must mentally chalk up the plus and minus points and also find out the attitudes of the person whom he we wish to pursue it next is turning the mind of the receiver he must try to overcome the resistance of the receiver of the message by putting him in a pleasant and receptive frame of mind this can be done by agreeing with him in some matters or paying compliments to his intelligence adaptability open-mindedness etc or delaying mentioning bad news or unpleasant aspects of the topic or say speaking from the point of view of the receiver of the message are trying to get his interest from a personal point of view next third aspect is delivering the message having got the receiver in a right frame of mind the message should be delivered in a friendly tone with the help of persuasive arguments the bad news or unpleasant aspects must be mentioned but not stressed and lastly promoting action the receiver of the message should be promoted to act on the basis of the message this stage can be achieved only when the first three steps have been taken effectively it should be noted that the four steps mentioned can be effective only if the credibility of the speaker or writer is not in doubt a credible writer or speaker is one that is believed by those who receive message therefore credibility is a base of persuasion perhaps you will never write sales letter the real ones you know in business professional writers usually write them these professionals achieve their status by practicing long and hard and usually they are blessed with a special talent of writing why then you might ask should you study sales writing the answer is even an a mattress if effort to write sales message gives you knowledge of selling techniques that will help you in many of your other activities especially will it help you in writing other business messages for in a sense most of them involve selling something say an idea line of reasoning your company yourself sales technique will be more valuable to you then you might think after you have gone through these session you will you should see that friends in this session we have studied the importance of circular letter and sales letter in our next session we will consider and the practical aspects of drafting a sales letter thank you you