Chapter 6

Types of Business Letters

Session One (p. 128 – 141)

Core Homework (HW) #4 (writing a sales letter): In this exercise, students are requested to write a
sales letter to an appropriate audience on one the topic that the question specifies. The letter should
have all required parts [Letterhead or Return or Sender’s Address, Date Line, Inside Address
(Recipient’s), Salutation, Body paragraph 1 (Attention), Body paragraph 2 (Appeal), Body paragraph
3 (Application), Body paragraph 4 (Action), Complimentary Close, and Signature Block]. The letter
may follow any letter block format (Full block, Modified Block, or Semi-Block)

You have recently opened a theme-based or educational play zone for kids (ages 4 to 12) in Tripoli,
namely by Al-Nour Square, and decided to write a sales letter to one of the renowned schools in that
area, asking the school’s administration to encourage parents to have their kids enjoy the experience
there at special discounts… REMEMBER: Apply the 4 A’s of sales letter.

(((FOCUS ON THE SALES LETTER SAMPLE IN YOUR COURSEBOOK: Page 138. THIS HELPS YOU DESIGN GOOD LETTER
FORMAT WITH THE REQUIRED 4 A’s IN RESPONSE TO THE PROMPT ABOVE)))

Independent Practice: (revising a sales letter) -- The following sales letter does not abide by sales
letter writing guidelines. Rewrite it fully, applying proper sales letter format and content requirements.

Sami Sultan
Owner of Bakery Resto.
Hamra Street
November 8, 2020

Whoever It Be
Any Street
Any City

Dear Manager..

I am the owner of Bakery restaurant. I have opened my restaurant for a new one and I want
your support for me in this street in exchange for my support too.

I do not want financial support, but I want to support me through work, I can secure for you a
morning meal for all employees in your company with water and in addition to whatever  You need
support food, it will be no more than this. As for I, I may support you by putting my own money
and work money through a lot of more than one account, and I also encourage my friends,
relatives and family to do this as well.

I can establish a discount on food prices and prices Especially good at no cost to daily staff.

I hope you will take into consideration the economic situation in which we live ..

Thank you
Sami Sultan

Submission Due Date: Sunday, March 28, 11:00 PM

CHAPTER REVIEW NOTES

 Formulating your message

 Identify your audience
 Identify your purpose of writing to them
 Identify their needs and what they want to hear from you
 Determine:
* What to say
* How to say it
* Where to say it
(Compare Insensitive and Respectful versions on p. 129)

 Types of Letters
Four common types of business correspondence
1. Inquiry letters
2. Special request letters
3. Sales letters
4. Customer relations letters:
– Follow-up
– Complaint
– Adjustment
– Collection

 Sales Letters: (pp. 135 – 141)

 Sales letters are written to persuade readers to buy a product, try a service, support some
cause, or participate in some activity. An effective sales letter follows the “Four A’s.
 Some Preliminary Guidelines
1. Identify and limit your audience
2. Use reader psychology
3. Don't boast or bore
4. Use words that appeal to the readers’ senses
5. Be ethical

The Four A’s of Sales Letters (fig. 6.3, p. 136, 137; fig. 6.4, p. 138)
 Get reader’s attention
An effective sales letter gets the reader’s attention by asking a question, using a how-to
statement, complimenting the reader, offering a gift, introducing a comparison, or
announcing a change. (p. 139)
 Highlight product's appeal (p. 139)
 An effective sales letter highlights the product’s or service’s appeal by making it appear
attractive, necessary, or profitable.
 Shows product’s application (p. 140)
An effective sales letter shows the customer the product’s application by supplying the
right evidence and mentioning costs.
 End with specific request for action (p. 140, 141)
An effective sales letter ends with a specific request for action by telling readers exactly
what you want them to do.