How To Write More Powerful Business Letters

Many people in business heaved a sigh of relief when email began to take over most of their day-to-day correspondence. Processing business letters - even today - is fiddly and fussy, compared with the blissful simplicity of email.

However as you know there are still times when ink on paper is essential. Many of the so-called "professions" (legal, accountancy, etc) in the UK at least still insist on correspondence being done via printed letters. They have a deep mistrust of email and for good reason, as its confidentiality can never be guaranteed. Business letters are at least fairly private - you have to assume it's easier and faster to snoop on email than it is to steam envelopes open over boiling water.

In other instances, too, printed letters provide a more tamper-proof formal record of business arrangements, complaints, employee warnings/terminations and other issues that need to be carved into tablets of stone. (Well, paper, anyway.)

Old fashioned structure, modern style

Highlighted and ridiculed by the casual nature of email, the quaint formality of the old fashioned business letter seems positively Dickensian and totally inappropriate for the way we do business now.

There is an answer, though. Use the formality of structure that makes the business letter the bullet-proof form of communication it has come to be. Combine that with the short, straight-talking style of writing more common to emails, and you have a good compromise.

Let's start with the structure - or rather, the etiquette which supplies the structure.

There are variations between accepted etiquette used in the different English language markets. Here are the main British forms of address. I have also included the US/Canadian equivalents where I know them, but I'm afraid I'm not aware of those used in Australia, NZ or SA.

Formal letters

The addressee will either be a title, e.g. "The Chief Executive Officer" or to an organization or company when you don't know to whom your letter should be addressed. When you write to a title the salutation is "Dear Sir," "Dear Madam," or if you want to play it safe, "Dear Sir/Madam." When you write to an organization it's "Dear Sirs," Dear "Mesdames," or again if you want to play it safe (but labor the point) "Dear Sirs/Mesdames."

Your sign off will be "Yours faithfully" (UK) or "Yours truly" (US and Canada.)

Less formal letters

This is where you have a name. And this is where you can get into hot water if you're not sure of the gender of the person. Someone called J C Jennings could be a Jack or a Joanna. Someone called Leslie Matthews could also be either (traditionally the female version of the name is spelled "Lesley" and the male "Leslie," but I know at least one lady Leslie.)

Equally beware of unisex names like Jody, Jo, Bobbie, Alex, Rob, Robin, Carol (yes, really,) Billie, Chris, Darryl, Eddie, Sam, Jackie, Nicky, Frances (f) vs Francis (m), Freddie, Gabrielle (f) vs Gabriel (m), Georgie, Gerry/Jerry, Charlie, Nat, Harry, Jessie (f) vs Jesse (m), Stevie, Mel, Pat, Ronnie, Sacha, Sandy, etc. And that's before we get started on names from non English-language cultures.

People these days usually don't advertise whether they're "Mr" or "Ms" or whatever. When in doubt don't risk embarrassment; phone the organization concerned and ask.

Some people borrow an awful technique from email and use a person's whole name in the salutation, e.g. "Dear Suzan St Maur." I don't know about you, but this irritates the h*ll out of me and I would not recommend it.

So, when your letter is addressed to "Mr J C Jennings" your salutation is "Dear Mr Jennings." If the information you have is simply "Joanna C Jennings" you can probably take a chance and write a salutation of "Dear Ms Jennings." I don't know many male Joannas, but don't count on it...

Your sign off will be "Yours sincerely."

Even less formal letters

This is where the internet's influence can be allowed to come into it and give you some freedom from the formalities expected in, well, more formal letters.

If you're writing to someone whom you know on first name terms then your salutation is going to be "Dear (name)" and you don't need to sign off with a "yours" anything unless you particularly want to. Common forms of sign off include "warm regards" (US,) "kind regards," "best wishes," etc.

Layout

This isn't as strictly followed as it used to be, and now it's considered OK to design the layout of a letter around the design of the company letterhead. The elements you need, wherever you put them, should include:

Your company name and address (usually done in the letterhead's design)
The date
The addressee's name, title, company name and address
The salutation ("dear so-and-so")
The topic of the letter ("re:" whatever)
The body of the letter
The sign off ("Yours whatever")
Your own name and title

Traditionally, your own address should go at the top right of the letter, with the date underneath it on the right. On the next line at the left margin, you put the addressee's name and address. After one or two spaces, the "Dear (whoever)" goes underneath that. Two spaces below that, you can put your "re: (topic)" or just the topic in bold and/or underlined.

Once you've done the body of the letter, create one or two spaces and put the sign-off either ranged left or indented a few tabs along towards the right. Create a sufficient number of spaces for your signature and then key in your name (and title if appropriate) so it starts directly under the "Y" of "Yours."

If your letter goes on to a second page, where it breaks on page 1 create a space then to the right key in "cont'd." You can start page 2 just by keying in "page 2" and starting again two or three spaces below. Some people create a mini-heading for the second page with the addressee's name on the left, the date in the middle, and the page number on the right, followed by an underline that crosses the whole page. This is useful if the two pages become detached from one another.

Okay. Now we've established the ground rules, what do we say?

Keep the style sharp and simple

Business letters are not literary works. They are verbal workhorses with a purpose only to convey information, and what you want the reader to do with it, as quickly and clearly as possible.

Start by making notes as if to yourself. These notes will come out in a direct style naturally, because you're not intimidated or disquieted when writing to yourself. Don't restrict yourself to a structure at this stage. Just write out everything you can think of that should go into the letter.

Now, match your notes to the sequence in one of the "skeletons" described below. Discard any notes that aren't relevant.

If you build up your letter along these lines you'll find that your style is clear and straightforward, with no unnecessary adjectives, adverbs, business phrases, "corporate speak" or other business BS that some people use in business letters.

All you need to do then is tidy up with a good edit and spelling and grammar check. (Although many people take a lenient view over spelling and grammatical mistakes in emails, they stick out like sore thumbs in printed letters and make you look very amateurish.)

Build your content on a "skeleton"

Normally you'll identify the topic of the letter with "re: Your Outstanding Account" or less formally, "Your Outstanding Account" in bold and/or underlined. Then make notes or bullet points of the main issues you need to include, on a skeleton like this:

Typically, these would be:

1. Background
I see from our records that you were first invoiced for this amount four months ago and statements have been sent out to you each month since then

2. The sticky issue
This can't go on, especially as you haven't contacted us to discuss extending your credit

3. What I want to happen now
Pay up in the next seven days

4. Or else
We will be obliged to start legal proceedings against you

5. Sweetener
If you do pay up by return, we won't take any further action and will restart your 30 days' credit as before

6. Next move
Please contact me urgently and let me know what you intend to do

Same skeleton, different content

You could use this skeleton for a number of business letter purposes. Not all business letters have you sitting so comfortably in the driving seat, however. Let's say you were the recipient of this letter and want to winkle out more time to pay. The elements remain the same, but we approach from a different angle...

1. Background
Thank you for bringing this to my attention - I had no idea we were so late paying

2. The sticky issue
We're experiencing serious cashflow problems at the moment but we have taken steps to rectify this and anticipate the problem will be solved in the next 3 weeks

3. What I want to happen now
Would you consider extending our credit for a while longer, perhaps with interest being chargeable at a rate we can agree?

4. Or else
We really would like to continue buying our supplies from you but if we enter into a dispute the goodwill will be lost and our business relationship will be over

5. Sweetener
I can assure you our cashflow problem is temporary and we want to preserve our business relationship with you if possible

6. Next move
I will phone you in the next few days to discuss payment terms

Build your own skeleton

Obviously that 6-point skeleton isn't going to work for every business letter, but a shortened version of it will be useful because you can build it back up so it's tailored to any number of different needs. Here's the basic one that I use:

1. Background
2. The key issue
3. What will or should happen
4. What to do next

Any further tips? Only that business letters should always be as short as possible. That's not as simple as it sounds. Somebody famous (can't remember who) once apologized for writing someone a long letter, as he didn't have time to write a short one. It's hard to write concisely, but if you use the style and skeleton tips above you'll find it somewhat easier.

If you need to go into detail, separate that off into a different (but attached) document and use the letter only as a summary of the issue and a call to action.

I'm no social psychologist so I can't quote you a scientific reason, but separating detail from key points usually means that both get read more thoroughly. It's probably because by separating the two elements you provide readers with more digestible looking chunks. Anyway, it works!

An Old Fashioned Business Idea for the Online Business World

It seems like everyone has cottoned on to the idea that the new business frontier is online, conventional bricks and mortar stores are promoting online, people are creating home based businesses online selling products, bloggers are creating very large passive income streams online.

But what amazes me beyond belief, is that everyone thinks that being online is enough, and they don't have to do any more, its kind of build it they will come scenario. Well people I am here to tell that is WRONG. It is more important now then ever to use the old fashion business idea CUSTOMER SERVICE, now more than ever.

In the last 5 years I have spent a lot of time, on-line looking for information and trialling services, particularly when I was trading consistently, I was always landing on websites, and signing up for what free reports they were offering, as well as sometimes buying their services, I wanted to learn as much as I could from as many sources as I could.

Well, I got a call the other day, from a online trading business that I contacted for information about their services, asking me If I was still interested and how could they help. Well after 5 minutes of me asking who they were, what their site was, and what it was about, it turns out that it was over 12 months ago that I had contacted them, it was the first time that they had contacted me.

A couple of things here -

1. Their website was quite well done, very professional.

2. It looked like there was information on there that I wanted.

3. It was over 12 months ago that I contacted them and they were only JUST getting back to me now.

In building any business there is one key important component to being successful, CUSTOMER SERVICE, getting someone to your business online or otherwise is not enough, its what you do with them once you have them that really matters.

Yes rather old fashioned, who knew people still care about how you treat them, so here's a few tips that I've picked up along the way.

• If you have gone to the trouble of putting contact details on your site. You are telling them its OK to contact you. That means you need to answer them, so if they call you and leave a message, ring them back, if they email reply to them, if they tweet, tweet them back, if they post a comment with a question, answer it. If you are to busy to answer your phone, OUTSOURCE it.


• If you make promises, KEEP THEM. If you have made a promise that you will get something delivered by Thursday next week. Keep your promise and make sure you get it there. And by the same token if something goes wrong, and you can't fulfill your promise, ring your client and let them know.


• Treat your customer how you want to be treated. - Always approach your client the same way you expect to be approached.


• Listen - A successful salesperson knows when to be quiet and listen. If your customer if saying something, give them your attention.


• Deal with complaints or objections - You will never please everyone all the time. But if a customer has a complaint or objection, give it the attention it deserves and deal with it. You might be surprised just what you can learn from it.


• Give Give Give. I recently had some one purchase something from me on eBay, when I sent out their parcel, I included a small gift. I didn't have to, but in turn, I was given a 5 rating on eBay. Help your customer by giving. I am not saying to give away all your profits. But offering something for nothing is a great way to get good will.


• Never get greedy - being in business isn't about making a killing every sale, its about getting repeat business, make a little less, and they will keep coming back.


• If you have staff train them in how you want them to approach customer service. - remember your staff are a extension of your business.

Treat your new business, like you would a newborn child. You need to care about it everyday, treat it and the customers that you deal with, with respect and it will grow into a solid income producing addition to your family.

Why You Must Market Your Beauty/Fashion Biz NOW!

Girls (And Boys for that matter) that want to have fun in their business, Market, Market, Market... What's the point of having your business if you're not having fun??? If you're not having fun in your Beauty/Fashion Business it's probably because you're not promoting yourself.

Beauty/Fashion is an exciting field unlike other professions. Everyone wants to look better and feel better. If you are wondering where your clients are at, you might just find them if you Market, Market, Market. If you are a Hair Stylist, Makeup Artist, Fashion Designer, Wedding Planner, Life Coach, Style Expert or Florist you have to consistently promote yourself. What does that mean? Keep your product/service in front of people at all times. Think about the major Fashion/Beauty Brands that you love. They are highly visible in the marketplace 24 hours a day, 7 days a week, and 365 days a year!

Repetition is Key to Marketing
Repetition is Key to Marketing
Repetition is Key to Marketing

Research suggests that prospects need to encounter your Beauty/Fashion Business (or any business for that matter) between 7 and 12 times before they are ready to purchase. So, put yourself in front of your target market over and over again. Most people worry that they are bothering people when in fact people are bombarded with so many messages per day that one try is not enough. The average person is exposed to over 13,000 marketing messages per day. If you want to remain visible and not get lost in the shuffle, you Market, Market, Market...

Yes, I know marketing doesn't sound glamorous, but it can be when you see the rewards from your efforts. Furthermore you can make it chic, trendy & ultra savvy when you bring your own style to the marketing equation!

Marketing is the reason you will get clients and ultimately fill your bank account. So let's look at ways you can market your Beauty/Fashion Business Now.

1. Create professional profiles via social media
2. Post your profile on professional sites for Beauty/Fashion Biz owners
3. Send out a newsletter
4. Send a postcard
5. Put out a FREE Press Release
6. Put your business card/flyer on local bulletin boards at the coffee shop
7. Put an opt-in box on your website
8. Host an event in your community
9. Joint Venture
10. Ask for Referrals
11. Post on your blog/or someone else's
12. Align yourself with a non-profit
13. Pick up the phone/Follow up
14. Join a targeted networking group
15. Talk to everyone about your business (Yes, that's marketing too...)

Remember if you want business 6 months from now you market today, that's the beauty of marketing!

Why Online Businesses Make Better Business Sense Than Offline Businesses

Nowadays, most businesses are taking advantage of the technical advances of the internet. The internet now means that we can be connected to others at all times and there is no such thing as closing time when it comes to putting through sales. The internet also means that we can all stay up to date with what is going on around the world, all at a click of a mouse.

It comes as no surprise then that many people are choosing to start online business instead of setting up an offline business or finding a job. So, what is it that makes people turn to the internet instead of good old fashioned business?

Well, the first attraction is the cost-effective nature of setting up an online business. The first thing that springs to mind when you first start thinking about setting up a business is cost. You start thinking "How much am I going to need to spend in order to make a profit" and "How much do I need to get started?" However, when it comes to setting up an online business, all you really need is a PC or a laptop and an internet server and away you go! Of course it's not quite that simple, you will still need to advertise and market yourself but you can do this online. With an offline business, you will need to use traditional methods of marketing such as brochures and posters but with the internet marketing is made easy. It may cost you a bomb to design hundreds of brochures and distribute them but it doesn't cost you anything to send out thousands of emails to your customers!

Marketing is a lot more efficient when you do it online. It can take up valuable promotional time designing and delivering brochures to houses and businesses in the area but with email all you need do is press a button and thousands of emails will be sent out. As well as making marketing more efficient, running an online business eliminates the need to travel to work everyday as your office is now in your very own home! It also means that your business can travel around with you wherever you go, as long as you have your laptop with you.

An online business doesn't require a big workforce, unless it becomes very successful and grows in the future. In the initial stages of set-up, the only staff you will need are yourself, your laptop and your software. This eliminates the hassle of having to hire, train and pay additional staff.

Once you have set up your website and arranged hosting, your online business will literally start working for you 24 hours a day, 7 days a week. The beauty of the internet is that it never sleeps so interest can be flooding in all day every day. With an online business you won't have to go through the hassle of meeting clients as you will be able to do all your communication via email. You also won't be restricted by where your customers are in the world as the internet allows you to communicate and trade with people all over the world.

With an online business you can do business wherever you are in the world. You can be working at home, on the train, in a restaurant or even in bed if you want to! It really is clear that an online business can bring you the kind of advantages that offline business never can.

Becoming a Fashion Model

It must look easy to be a fashion model. All they have to do is stand there and look pretty and smile, and everyone adores them for it, and they get adorned with all the hottest fashions. Not to mention they get paid millions of dollars in endorsement deals and they get to travel all over the world for both work and leisure. The glamorous aspects of the job are undoubtedly thrilling, however being a fashion model is not as easy or care-free of a lifestyle as it seems.

First of all, before any model becomes well-known, they must be signed by a modeling agency. Modeling agencies are larger companies that represent fashion models to work in the industry. They often handle the business side of fashion design, like contracts, billing and booking jobs. An agency can bring a model to fame with their vast connections in the industry. One of the hardest parts is getting signed by the agency in the first place. In order to even hope to qualify, women models must be between 5'6" and 6'0" with a body weight "proportionate to their height". In other words, perspective models must be extremely thin. Since hundreds and thousands of girls audition for modeling jobs, a successful model must have something-some special quality that makes her stand out from the hoards of wannabe models.

Once a signed, working model, you must constantly search for ways to get yourself out there. One of the biggest events in both the modeling and fashion design world is fashion week. A fashion week is a week-long series of runway shows that feature several different designers' new collections. New York City's Mercedes Benz fashion week is one of the most famous fashion weeks, along with Paris and Milan, the fashion capitals of the world. Exposure on a runway during fashion week can lead to high-class, lucrative contracts for models. Each fashion week often shows collections of over one hundred designers, and each designer showcases a spring and a fall collection, but compared to how many models vie for spots on these runways, the competition is still fierce!

The next step towards supermodel stardom is landing a spot as the face of a prestigious fashion campaign. Fashion campaigns for particular designers can earn models quite a substantial amount of money, as well as enough exposure to have them steadily working for a long time. One of the most popular examples of this is the fragrance campaign, and fashion design houses such as Gucci, Valentino and Chanel run extremely high-class advertisements for their fragrance products, that only the most elite of models participate in.