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CHAPTER 13

External correspondence
Reflect your company
Inquiry, cover, complaint, adjustment, sales, job
Reports, proposals
More formal than memoranda
Personal (I, we, you etc.)
Block format
Clear, concise, correct, complete, courteous
Purpose of writing Business
Letters
To inform
To congratulate
To enquire
To order
To request
To collect dues
To complain
To make an adjustment
To sell a product, service, or
scheme
To apply for a job

Standard Elements
Heading
Date
Inside Address
Salutation
Message
Complementary Close
Signature Block

Additional Elements
Addressee notation
Attention line
Subject line
Reference initials
Enclosure notation
Copy notation
Mailing notation

Block Layout
Modified block layout
Semi-block layout
Simplified layout
Block Layout
-All elements except the letterhead
heading are aligned to the left
margin.
- It follows open punctuation.
Heading
date
inside address
__________
__________
sub:
salutation
main body




complimentary close
signature
enclosure
End punctuations
omitted
All elements aligned
with left margin
space between
elements, paras
Modified Block Layout:
Heading, complementary close and
signature block are aligned vertically
with the right margin.
Rests are left aligned.

Semi-block layout
Each paragraph of the message
a few spaces away from the
margin.
It has gone out of style.
Simplified layout:
-Omits salutation
-Often includes a subject line in capital
letters
-Omits complementary close

You attitude
Clarity and conciseness
Correctness and completeness
Positive approach
Courtesy and consideration
Sender-focused
Because we need
more space for our
new inventory, were
staging a two-for-one
sale.

Receiver-focused
You can buy a years
supply of paper and
pay for only six
months worth
during our two-for-
one sale.

We view
We are issuing a refund.
You view
You will receive a refund.
We view
We take pleasure in announcing an agreement we made
with Hewlett Packard to allow us to offer discounted
printers in the student store.
You view
An agreement with Hewlett Packard allows you and
other students to buy discounted printers at your
convenient student store.

Dr.Raman gave a presentation on the
use of drugs in our auditorium
Manish explained the proposal to John
but he was not happy with it.
The vehicle broke down several times
recently.
To recapitulate, our utilization of
adultered water precipitated the
interminable delays.


Signing both copies of the lease is a necessary
requirement.
Open seven days a week plus weekends
In view of the fact that the model failed twice
during the time that we tested it, we are at
this point in time searching for other options.
Chetan made an announcement that he will
give consideration to our request
We have received your recent letter and are
happy to provide the data you requested
This brochure, which is available free of
charge, will answer your questions
Signing both the copies of the lease is
necessary
We are open seven days a week
Because the model failed twice when we
tested it, we are now searching for other
options
Chetan announced that he will consider our
request
We are happy to provide the data you recently
requested
This free brochure will answer your
questions



Correctness = Accuracy
The executive committee of Mumbai
Financial services met on Thursday,
October 30, to determine how to resolve
the distribution fiasco.
Completeness= Who, What, When,
Where, Why, How

We cannot ship your merchandise until we
receive your check
I do not have any work experience
We apologize for this error
We close at 7 pm on Fridays
I cannot speak at your November meeting
I cannot release the names of our clients

As soon as we receive your check, we will ship
your merchandise.
My two terms as the Secretary of Astronomy club
taught me the importance of accurate observation
and gave me experience in working as part of a
team.
We appreciate your calling this matter to our
attention
Were open until 7 pm on Fridays to give you
time to shop after work.
I wish it were possible for me to speak at your
November meeting
Releasing the names of our clients would violate
their right to privacy.
Your indifferent attitude has caused a great
loss
If you do not respond to this letter also, we do
not have any option other than lodging legal
proceedings against your company
You sent your complaint to the wrong
department. We dont handle shipping
problems
Your satisfaction means more to us than
making a profit, and we shall work day and
night to see that we earn it
We have forwarded your letter to the shipping
department. You should be hearing from them
within a week
We value your goodwill and have taken these
specific steps to ensure your satisfaction

Credit and collection letters
Order and enquiry letters
Claim and adjustment letters
Sales and fund-raising letters
Job application letters
Catch the readers attention
question/quotation/anecdote/statistics/central
selling point/appeal
Arouse the readers interest
Create a desire in the reader
Motivate the reader to action
Postscript
Offer something valuable, promise a
significant result, or describe a product
feature.
Present a testimonial, make a startling
statement, or show the reader in an action
setting.

Describe the product in terms of what it does
for the reader.
Show how the product or service saves or
makes money, reduces effort, improves
health, produces pleasure, or boosts status.

Counter reluctance with testimonials, money-
back guarantees, attractive warranties, trial
offers, or free samples.
Build credibility with results of performance
tests, polls, or awards.

Close with repetition of the central selling
point and clear instructions for an easy action
to be taken.
Prompt the reader to act immediately with a
gift, incentive, limited offer, or deadline.
Put the strongest motivator in a postscript.

Begin with a compliment, state the problem,
provide identifying data.
Explain the problems youre facing / you may
face.
Appeal to the receivers fairness, ethical and
legal responsibilities, and desire for customer
satisfaction. Describe your feelings and your
disappointment.
Enclose copies of documents supporting your
claim.
Avoid sounding angry, emotional, or irrational.
Close by telling exactly what you want done.


To satisfy customers and to safeguard your
reputation
Thank for bringing mistake to your notice ;
give ref. point; agree or disagree
Apologize; explain how it occurred; admit
What action you intend to take to avoid such
mistakes
Clarify actions that customer has to take;
assure of cooperation


Dear Sir / Madam:
I am writing to you on behalf of the concerned citizens of the Malaviya
Society for Health Care. You have once again expressed your desire to cut
the services offered by your esteemed Medical Society and also your plan
to increase the charges on the few services offered by you at present to our
Society.

This is simply ridiculous. Where are my people supposed to go for their
health care? The closest hospital is over 100 km away! My husband just had
a surgery and we're Rs.2,00,000 in debt. Try to understand that we can't
afford to pay more charges which you are planning to hike.

Though I dont want to threaten you, I am forced to say here that you may
not be able to keep your position as the Representative for long. My
brother knows the family doctor of the President of JMS and when she
comes to know about your intentions, she'll no doubt persuade your boss to
fire you.

Please mend your ways, try to resume the services and dont increase the
charges

Crucial first impression
Appearance, content
Well organized, written, presented
Free of errors
Purpose is to persuade that you have abilities,
skills & personal qualities
Paper copy, scannable resume
Cover letter + Resume
Address the letter to an individual by name.
For advertised jobs, name the source; include
job title, date, and publication.
If someone referred you, name that person.
Tell how your qualifications fit the job
specifications, show knowledge of the
readers business, or describe how your
special talents will be assets to the company.

Demonstrate how your background and
training fill the job requirements.
Summarize your principal assets from
education, experience, and special skills.
Avoid repeating specific data from your
rsum.
Refer to your rsum.

Ask for an interview. Consider hooking
the request to a statement reviewing
your strongest points.
Make it easy to respond. Tell when you
can be reached (during office hours).
Some recruiters prefer that you call
them.

Chronological
Functional
Hybrid/Combination
Electronic
ASCII(American Standard Code for Information
Interchange)
HTML(Hyper Text Mark-up Language)
Series of crisp pointers of academic &
professional history
Keep short
Adequate margin
Font size
Serif / sans-serif
(most part) (headings)
Copies (crisp, clean dark)
Keep busy readers
in mind
Tabular form
Page continuation
Edit
Triple check
Serif
Times New Roman
Century School book
Book man old
style
(with small lines at
the top & bottom)
Sans Serif
Arial
Arial Narrow
Calibri
APPEARANCE
Pleasing to the eye
Reader friendly
Looks like a professional document
Format that highlights the selling
points
Name, address and telephone number
Job objective
College major, degree, name of college and
date of graduation
Jobs held, employing company or companies,
dates of employment and job details
Special aptitudes and skills
No : photographs, religion, age, marital status,
too many high school activities
Personal information
Career objective
Education
Employment / work
experience
Professional skills
(Related course work)
Technical knowledge
Professional
affiliations
(membership etc.)
Activities and
Interests
Awards / Honors
Achievements
References
Name
Current address
Telephone Numbers
Email id.

________________________________________________
Gopinath M.C.
Male
Contact : Mobile: 09829227255
Email: gopinath_mc@yahoo.co.in
Mail: 248, Ashok Bhawan
BITS, Pilani
Rajasthan, India 333031
___________________________________________________

CAREER OBJECTIVE
Type of job/industry
Emphasis on strong and
most relevant skills
Flawed Seeking employment in a business
environment offering an
opportunity for professional growth
Good An entry level position as a
computer programmer
Better To market financial planning
program and provide financial
counseling to assure positive client
relations
A paid, one-semester internship in robotics /
nano technology
Position in personal sales in a medium-sized
manufacturing firm
Opportunity to apply my project experience
in VLSI design / Signal processing
A public relations position requiring well-
developed communication, administrative
and computer skills

Most recent degree, date/
anticipated date of graduation
Name and location of
college/university
Major/ Minors
Honours/awards
Division/ % / CGPA

Degree University
/ College
Year CGPA Remarks
Title, organization
Dates, positions
Skills, relevant
accomplishments
Intern / co-experience
Professional/ Teaching Assistant
University of .. 2004-present
prepared and processed .

Project Team Member
Worked on a project on
Designed a vehicle
Managed a retail design studio
producing over .
Hired, trained and supervised .
Provided training
NOT : Worked as a volunteer for Nirmaan
BUT :Personally sold more than Rs.50000
worth of tickets to annual benefit dance;
introduced an Each one, reach one
membership drive that increased
membership every year during my
three-year term as membership
chairperson.
Membership in
organizations
IEEE, AIMS, NSS
No religious/political
affiliation
Clubs / associations - roles
Sports participation
Language fluency
Hobbies





Academic / non academic

Professional





2 from University / earlier org.

1 from reputed person
OCR programs to scan paper copy resumes / e-mail
ASCII or plain text file (.txt)
Scans key words for best match
American Standard Code for Information Interchange
Computer friendly ( avoid underlines, bold , italic,
tables, graphics, boxes, columns, bullets ( you can use
* or + signs at the beginning )
Use a line length of no more than 70 characters
Press space bar to show any indentions
Dont worry about length
Present as many facts skills,
attributes
Rely heavily on technical language
Industry buzz words
Common technical acronyms


Use words / phrases --nouns, dynamic
verbs
Under budget, surpassed goals, skill in
time management ,leadership, sense of
responsibility , adaptable, passionate,
successfully developed, HTML
programming, result oriented, strategic
planning, marketing research
Standard address format
Left justify
Avoid columns
Margins (at least 1)
Standard fonts (10-12)
Leave space for sections
KEYWORD SUMMARY
Project manager, HTML, energy sales, market
research, Microsoft Office, Microsoft Excel,
Microsoft Power Point, Microsoft Project,
resource planning, writing, training,
presentations, primary research, secondary
research


Types
Documentary
Congratulatory
Disciplinary
Heading segment
Opening segment
Discussion segment
Closing segment
Signature segment
Necessary attachments segment (optional)
Distribution segment (optional)
Format
Heading
Date:
To:
From:
Subject:
______________________________________________________________________
__________________________________________opening
________________________________________________________________
________________________________________________Discussion
________________________________________________________________
________________________________________________Closing
________________________________________________________________
Signature
Attachments:
Distribution: