UNIT III

EFFECTIVE WRITING

Meaning, Objectives, Types of written communication, Merits and demerits of written

communication – Types of business letters, Layout of a business letter and styles of layout,
Practice letter – Resume, Practice letter - Enquiries and replies, Practice letter – Orders and
replies, Practice letter – Complaints, claims and Adjustment.

Written Communication

A “Written Communication’ means the sending of messages, orders or instructions in writing

through letters, circulars, manuals, reports, telegrams, office memos, bulletins, etc. It is a formal
method of communication and is less flexible. A written document preserved properly becomes
a permanent record for future reference. It can also be used as legal evidence. It is
time- consuming, costly and unsuitable for confidential and emergent communication. Written
communication, to be effective, should be clear, complete, concise, correct, and courteous.

Examples of written communications generally used with clients or other businesses

include:
Email.
Internet websites.
Letters.
Proposals.
Telegrams.
Faxes.
Postcards.
Contracts

Types of Written Communication

Letters - A letter is a written message that can be handwritten or printed on paper. It
is usually sent to the recipient via mail or post in an envelope, although this is
not a requirement as such. Any such message that is transferred via post is a letter, a
written conversation between two parties.
Memoranda - a document recording the terms of a contract or other legal details.
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 Reports - A report is a document that presents information in an organized format for a
specific audience and purpose. Although summaries of reports may be delivered orally,
complete reports are almost always in the form of written documents.
Notices - Notices are a means of formal communication targetted at a particular person
or a group of persons. It is like a news item informing such person or persons of some
important event. This can be an invitation to a meeting, an announcement of any event,
to issue certain instructions,etc.
Advantages of Written Communication:
Easy to preserve: The documents of written communication are easy to preserve.
Oral and non-verbal communication cannot be preserved. If it is needed,
important information can be collected from the preserved documents.
Easy presentation of complex matter: Written communication is the best way
to represent any complex matter easily and attractively.
Permanent record: The documents of written communication act as a permanent
record.
When it is needed, important information can be easily collected from the
preserved documents.
Prevention of wastage of time and money: Written communication prevents the
waste of money and time. Without meeting with each other the
communicator and communicate can exchange their views.
Accurate presentation: Through the documents of the written communication
top executive can present the information more accurately and clearly. As it is a legal
document everybody takes much care does draft it.
Use as a reference: If it is needed, written communication can be used as
future reference.
Delegation of authority: Written communication can help the authority to delegate
the power and authority to the subordinate. It is quite impossible to delegate power
without a written document.
Longevity: Written document can be preserved for a long time easily. That is why;
all the important issues of an organization should be back and white.

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 Effective communication: Written communication helps to make
communication effective. It is more dependable and effective than those of
other forms of communication.
Maintaining image: Written communication helps to maintain the images of both
the person and the organization. It also protects the images of the company or
organization.
Proper information: It is a proper and complete communication system. There is
no opportunity to include any unnecessary information in a written document.
Less distortion possibility: In this communication system information is
recorded permanently. So, there is less possibility of distortion and alteration of the
information.
No opportunity to misinterpret: there is any opportunity to misinterpret the
information or messages of written communication.
Controlling tool: Written communication can help to control the organizational
activity.
The written document may be used as a tool for controlling
Easy to verify: The information and messages that are preserved can be verified
easily.
If there arises any misunderstanding any party can easily verify the information.
Others: Clear understanding, Legal document, Acceptability, Reduction of risk,
Creating confidence, Easy circulation, Wide access or coverage etc.
Disadvantages of Written Communication
Expensive: Written communication is comparatively expensive. For this
communication paper, pen, ink, typewriter, computer and a large number of employees
are needed.
Time consuming: Written communication takes time to communicate with others. It is
a time consuming media. It costs the valuable time of both the writer and the reader.
Red-Taoism: Red-Taoism is one of the most disadvantages of written communication.
It means to take time for approval of a project.
Useless for illiterate person: It messages receiver is illiterate, written communication
is quite impossible. This is major disadvantage written communication.

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 Difficult to maintain secrecy: It is an unexpected medium to keep business
secrecy.
Secrecy is not always possible to maintain through written communication. Because
here needs to discuss everything in black and white.
Lack of flexibility: Since writing documents cannot be changed easily at any
time. Lack of flexibility is one of the most important limitations of written communication.
Delay in response: It takes much time to get a response from the message
receiver; prompt response is not possible in case of written communication that is
possible in oral communication.
Delay in decision making: Written communication takes much time to
communicate with all the parties concerned. So the decision maker cannot take decisions
quickly.
Cost in record keeping: It is very difficult and expensive to keep all the records
in written communication.
Complex words: Sometimes the writer uses complex words in writing a message.
It becomes difficult to meaning out to the reader. So the objectives of the
communication may lose.
Lack of direct relation: If there is no direct relation between the writer and the
reader, writer communication cannot help to establish a direct relation between them.
Other: Prompt feedback is impossible, Slowness, Bureaucratic attitude,
Understanding problem between boos and subordinates, lack in quick clarification and
correction, formality problem, lack of personal intimacy, etc.

BUSINESS LETTERS

Business letters are the life-breath of business. Despite the availability of telephone, fax
etc. which are very fast, conventional mail is still very popular. People like the feel of a good
old “letter” in hand. It also increases the reach of a business house.

A letter is written to reach where you cannot reach yourself, and say what you cannot
say yourself personally. Thus a letter plays the role of your representative or ambassador. All
the qualities of a good ambassador – the polish and the courtesy, the knowledge and the
convincing power – have to be there in a good business letter.
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Types of letters

1. Personal (to a friend or within a family)

2. Social (invitations, death notices, etc.)
3. Official (from government or its corporations, etc.)
4. Business (trade enquiries, orders, complaints, import-export correspondence, etc.)
5. Miscellaneous (letters to the editor etc.)

1. Personal letters: These being letters to friends and family, express emotions or
give news in an informal manner. They are often handwritten and have little
restriction of style and format. Sometimes one uses a card with a printed message or
greeting and adds something of one’s own.
2. Social letters: these are in the form of invitations (to a wedding, a dinner, etc.)
and follow a certain format, sometimes with ample use of the imagination. Death
notices are also sent in a standardized format.
3. Official letter – They originate from government offices, corporations etc. and
move within the narrow restrictions of law. Hence they sound very formal. A
distinct and limited vocabulary is used in such letters.
4. Business letters – These are letters from business houses to their customers or
other business houses or to statutory bodies; they are also from individuals to
business houses. The aim of these letters is to increase one’s business prospects, and
hence tact and persuasive power is used in writing them. A classification of business
letter are
Enquiries and replies
Quotations, estimates and tender notices
Orders and letters informing their fulfilment
Circular letters
Letter requesting payments
Sales letters
Complaints and replies
Goodwill letters

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 Credit and status enquiries
5. Miscellaneous letters – These include letters to the editor, open letter to famous
persons, letter by non- government organization etc

Importance / advantages of business letters

Drafting at convenience
Reaches far and wide
A record for purpose of law
A record for reference
Solidifies business brand
Helps to expand business
Saves money in communication
Convenient for giving unpleasant news
Essentials of a good business letter
i. Correctness
ii. Completeness
iii. Clarity
iv. Conciseness
v. Courtesy
vi. Consideration
vii. Concreteness
viii. Convincing power

The layout of BUSINESS LETTERS

The Business letters are a sort of company visiting card. The most frequently used layout of
business letters is the block style, where all elements are aligned with the left-hand
margin, except the heading, which is usually centred.

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The Heading

The heading is the part of a business letter that contains the name of the firm sending the letter,
it is usually printed on the letter paper and contains information about the firm, logo, name,
style, full address, telephone, telex, fax numbers, e-mail addresses and web site.

The Date

The date states the day when the letter was written and is usually placed just under the heading,
either on the right or on the left. In British English, the standard date is formed by the ordinal
number of the day, the name of the month, a comma and the full year in numerals. so the date
on the left.

Uses this form: 9th December, 1902 = the ninth of December, nineteen - o - two

In American English, the standard date is formed by the month written out in full, the
cardinal number of the day, a comma and the full year in numerals.

Uses this form: December 9, 1902 = December the ninth, nineteen - o - two

The Reference Line

This is not always present in business letter. Its most common form is represented by the
initials of the person who wrote the letter in capital letters, and the initials of the person who
typed the letter in small letters.

The Inside Address

The inside address is always present in a business letter, as it states the name and address of
the company you are writing to. There are three cases:

1. the name of the firm is made up of proper names, or the letter is addressed to a
single person;

2. the name of the firm does not include proper names;

3. the firm is a company limited by shares.

1. In the first case, you will use a courtesy title:

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- Mr., if the addressee is a man;

- Mrs., if the addressee is a married woman;

- Miss, if the addressee is an unmarried woman;

- Ms., if the addressee is a woman, whose marital status is not known. If the company

name is made of two or more proper names, you will use:

- Messrs, it is used as the plural form of Mr.

2. In the second case you will use The in front of the name. Examples: The chamber of
Commerce
3. In the third case you will simply copy the name of the company. Examples: Brookstone Co.

Ltd

The Attention Line

This is not always present in a business letter and you will place it just below the inside
address.

The Salutation

The salutation is always present is business letters and it is placed under the inside address.
The salutation differs according to whom the letter is addressed and has different forms in
British English and American English. All the words forming the salutation are written with
an initial
capital letter.

Addressee British English American

English

The letter is addressed to a single person, whose name Dear Sir/Madame Dear
is not know. Sir/Madame

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 The letter is addressed to a single person, whose name Dear Mr. Brown Dear Mr. Brown
is know.
Dear Miss Brown Dear Miss
Brown

The letter is addressed to more than one person, a Dear Sir Gentlemen
company, an authority/agency.

The body of the letter

The body of the letter contains the reason for the letter. The body usually consist of three parts:

1. (first): introduction; 2. (second): object; 3. conclusion.

2. The complimentary close

Is always present in a business letter, as it is a form of courtesy to end the letter.

The signature

Is always present in a business letter, as is states the person who wrote, or dictated.

Sample format of business letter

Contact Information

Your Name

Your Address

Your City, State Zip Code

Your Phone Number Your Email Address (space)

Date

(space)

Contact Information

Name Title Company Address

City, State Zip Code

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(space) Salutation (space)

Dear Mr./Ms. Last Name:

(space)

Body of Business Letter

The first paragraph of your business letter should provide an introduction to why you are
writing.

(space between paragraphs)

Then, in the following paragraphs provide more information and details about your request.

(space between paragraphs)

The final paragraph should reiterate the reason you are writing and thank the reader
for reviewing your request.

Closing: (space) Respectfully yours, (double space) Signature:

Handwritten Signature (for a mailed letter) (double space)

Typed Signature

ENQUIRIES

A letter of enquiry is written to ask about goods or services that you may require. In this, you state your
purpose and ask for the price list, quotation, sample etc. It is a letter from a prospective buyer to a seller.

Types of enquiry letter

1. Unsolicited enquiries : These are made at the buyer’s initiative

2. Solicited enquiries : These are made when the seller solicits that is asks for enquiries
through an advertisement or otherwise
3. Request for special terms or concession

4. Routine enquiries by existing customers in continuation of the business process

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Guidelines for drafting a letter of Enquiry

1. State clearly and briefly what you wish to buy and whether you want general
information, a price list, a catalogue or a quotation.
2. If there is a limit up to which you can pay the price, do NOT mention that in the
letter, otherwise the seller may be inclined to hike the price to that limit.
3. Most suppliers state their terms of payment and delivery, so this need not be asked
for unless you want a special mode.

Specimen Enquiries

1. Enquiry about water heaters advertised in the papers

Dear Sir/Madam,
I am interested in buying your solar water heater advertised in the papers. Could
you please send me your price list and any descriptive leaflet that you may have?
Yours faithfully

2. Enquiry about readymade garments

Dear Sir/Madam,
We are a large department store in Nagpur and would like to know more about the
readymade garments that you manufacture. Could you tell us the brand names that you
deal in, the range of clothes that you market, and something about their quality? Please
send us your price list as well.
Yours faithfully,

A. K. Sinha

Manager

QUOTATIONS (Replies to enquiries)

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A quotation is an offer to sell goods at a given price and upon the stated conditions. That
enables the prospective buyer to know where the seller stands in the deal.

Guidelines for drafting a quotation

1. Thank the enquirer for his interest.

2. Give details of price, discounts and terms of payment.
3. Indicate whether the price includes packing, insurance, freight etc. or they are to
be charged for separately.
4. State the date of delivery
5. Give the date upto which the quotation is valid.
6. Solicit business by expressing the hope for an order. Some of the common terms used
in quotations :
The prices are ex-factory/ex-warehouse – that means the buyer has to pay for
the movement of the goods from that point onwards
FOR – this is a standard expression meaning “free on rail/road
FOB(free on board) – this means the goods will be loaded on board a ship free
of cost.
Ex ship – This means the quoted price includes delivery over the side of the
ship.
Carriage paid – the quoted price includes delivery to the buyer’s premises.
Carriage forward – The buyer has to pay the delivery charges. Some opening
lines for replying to enquiries are
Thanks for your letter of enquiry dated….. As requested, we enclose…….
In reply to your enquiry of ….. we are pleased to send, by separate post….
We are happy to know that you are interested in ………
Some closing lines are
We hope to hear from you soon and shall attend your orders promptly.
You may contact us over phone or by email for any further details.
I hope the samples reach you soon and look forward to receive your order.

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Specimen Quotations

1. Reply to enquiry about readymade garments

Dear Sir/Madam,
Thanks for your enquiry dated 10th March about our readymade garments.
We manufacture jeans and t-shirts under the brand name of Tike.
We would like to draw your attention to the trade and quantity discounts you can
enjoy printed on the back of the enclosed price list. Our terms of sale are also stated
there in.
We shall be happy to do business with you. Yours faithfully,

2. Reply to enquiry about air-conditioning

Dear Sir/Madam,
As requested by you, we have got our engineers to survey your office for air-
conditioning and we are pleased to quote for the job as follows :
Rs. 65,500 for installation of air-conditioners including cost of materials.(Offer valid
for
15 days).

We feel you will find this a competitive offer. We take this opportunity to enclose a
list of our satisfied customers.
Yours faithfully,

B. K. Sinha

Manager

ORDER

A letter of order is a legally binding contract; hence it is to be written with proper caution. If
an order is sent over the telephone, it is desirable to confirm it in writing.

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Guidelines for placing an order

i. You should place an order in a simple and clear language.ii. Even if stated in
earlier correspondence, give a detailed, exact and full description of what goods or
services you wish to have.
iii. Mention the quantity you wish to buy and give a reference of the price list or state
the price at which you wish to buy.
iv. Clarify the mode of payment.
v. If the mode of transport (rail, road, courier etc) – is settled with the quotation or price
list the you will have to accept it.
vi. The time period of delivery needs to be clarified.
vii. State the address where you want the delivery of goods.
viii. Make sure of your position as regards transit insurance of the consignment.

Specimen Orders

1. Orders for TV sets

Dear Sir/ madam
We hereby conform the order placed over the phone today and request you to supply:
10 Luxem TV sets E-125 @ 21,500 each.
5 Luxem TV sets A-23 @ 18,900 each. Please bill with your 20% trade discount.
The TV sets are required for the forthcoming Dashehra-Diwali season and we
look forward to their early delivery as agreed.
Yours faithfully

FULFILMENT OF ORDERS

An order may be promptly acknowledged, especially if the fulfilment is going to take

sometime. This may be done by writing a letter or by sending printed acknowledgement.

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Guidelines for responding to an order

i. Thanking the customer and building goodwill ii. Legal acceptance of the terms of the
order
iii. Reference to the date of receipt of the order
iv. Stating when the order will be fulfilled and the likely date of delivery.
v. Putting in a clause about getting further business and continued support from
the customers.
Specimen replies to orders

1. Acknowledgement of an order
Dear Sir/Madam
Thanks for your order no E-297 dated 8th August for steel almirahs.
We confirm the supply at the price stated in your letter and are arranging to despatch
the goods by rail early next week. Please be sure that the goods will be upto their
reputation and your satisfaction. We hope to have continued orders from you in the
future.
Yours faithfully

COMPLAINT / CLAIM LETTER

A Complaint letter is to be written as the receiver would like to receive it. It should not be an
angry or emotional outburst. Hence, it is to be written calmly, with the assumption that the
complaint is going to be corrected. It is written tactfully, with due consideration for the
feelings of the receiving party.

Thus we need to avoid expressions like –

I regret to report that….

We’re quite surprised to find that….

It appears that enough care was not taken…..

Guidelines for writing complaints

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 Write a complaint letter immediately. If time is lost, the party at the other end may
have difficulty in investigating.
Do not assume that the supplier was to blame. The true cause of the complaint may
be elsewhere.
Make a thorough enquiry and investigation at your end and make sure you have a
valid ground for complaint.
Ask for a specific remedy or adjustment to solve the complaint

Address the complaint to the department designated for the purpose. Eg:
Customer
Relations Department
Specimen Complaints

1. Complaint concerning goods

Dear Sir/Madam
Subject : Wrong goods supplied.
On 3rd March 2019 I ordered one dozen triple edge shavers of your company under
my order no. A-113. On opening the parcel it was found that I had received double edge
shavers. They will not serve my purpose, hence I have to ask for a replacement or
refund.

Please advise how the goods may be sent back to you and a replacement obtained. Yours

faithfully

ADJUSTMENT LETTER (Replies to complaints)

An adjustment letter is written in response to a complaint. It explains how the complaint will
be remedied. The first step towards solving a complaint is to investigate the causes of
the complaint and to assess your responsibility in the matter. Thereafter you may either grant
an adjustment or refuse it.

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Guidelines for writing adjustment letters
i. A customer is satisfied when the seller takes the stand that the customer is always
right. ii. Acknowledge the complaint promptly.
iii. If the complaint is not valid, point this out without causing offense to the party.
iv. If you notice an error on your part, acknowledge it and set the correction in
motion.
Inform the customer of this, with due apologies.
v. Explain the circumstances in which things went wrong, and state the company policy
in such cases.
vi. Do not name the person who is responsible for the wrong. It is your internal
matter.

Accept the error on behalf of the company.

vii. Thank the customer for bringing the error to your notice.

Specimen Adjustment letters

Reply to specimen complaint

Dear Sir

We are sorry to hear from your letter that a mistake has occurred in despatching goods to you.
Our despatch section is under heavy pressure due to an unprecedented demand of our
goods. All the same, we request you to get in touch with M/S Krishna Medical Stores,
Favvara Chowk, Indore and obtain your replacement locally. For the inconvenience to
you, please accept and extra product as a gift.
We thank you for bringing this to your notice and asure you of your order attention to
your orders in the future.

Yours faithfully

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RESUME WRITING

A resume is a short document used to summarize a job seeker’s experience and qualifications
for a prospective employer. A resume includes the job seeker’s contact information,
work experience, education, and relevant skills in support of a job application.

HOW TO WRITE A RESUME

1. Pick a resume format with the sections you need

2. Always include contact information, work experience, and education
3. Use traditional headings for maximum compatibility
4. Include applicable skills directly from the job description
5. Replace basic job duties with impactful accomplishments

6. Don’t include an outdated objective statement or references section

7. Proofread and double-check what you’ve written
8. Save the resume as a DOCX file (preferred) or PDF.

SAMPLE RESUME

Anand
C/VI/24 Railway Colony
Jabalpur
Tel xxxxx
Email : anands244@hotmail.com

OBJECTIVE
To employ my proven skills as a sales driver to be an asset to a progressive company’s
marketing department and achieve career satisfaction. To develop strong bonds with
colleagues and clients

EDUCATION
1. Post Graduate Diploma in Marketing from BVM Institute of Management
Science, Chandigarh, 2002 – 81%
2. B.Com from Kurukshetra University, 2001 – 83%

AWARDS
1. Was given the best student award at Jain Intenational School, New Delhi at 1999
2. Spitz Sports Scholarship at school for outstanding performance as a swimmer.

STRENGTHS
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 Balanced group behaviour with leadership qualities, sound health.

REFERENCE
Prof R.Saxena
HOD, School of Management Studies
Lions College
Mumbai

Tips to write a good Resume

1. Mention the latest education qualification first and go backward in time.
2. List out your scholarships, awards, titles etc.
3. Mention your interests and strength’s.
4. Give all information under suitable headings.
5. Make biodata sheet attractive and balance its layout
6. Avoid handwritten additions to a typed sheet.
7. If you have held various kinds of jobs, you may state the responsibilities you carried out.
8. Referenced may be added at the end.
JOB APPLICATION LETTER / COVERING LETTER
A job application is a sales letter as its best; through it, you offer to sell your services. Tips for
writing an application letter
i. Make it near and attractive using good quality paper and near clear typing
ii. Address it to the correct authority – Personnel Manager / Managing Director /
Principal/ Director etc
iii. It responding to an advertisement, study the ad and suit your application to the
wording of the ad.
iv. Keep the letter short
v. Do not presume that you will get the job ot that you will find it suitable for you
until you have known the employer well enough.
vi. Make sure that you have all the necessary qualifications for the job. vii. Ask for an
interview.
viii. Enclose all testimonials that are required to make up your case. ix. Some don’ts
Don’t beg for a job
Don’t exaggerate or make false claims
Don’t write on both sides of the paper.
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 Don’t blame your existing employer not show your weakness
Don’t ask for a job on account of financial need but on merits.

Job Application – Covering letter specimen

Ms. Salini Gupta 10th August, 2006

125, Old agra road, nashik
Tel xxxxxx

The Director
ABC computer institute
Nashik

Madam,

Sub : Application for the post of Instructor

I understand that you have openings for training personnel and I offer myself as a
candidate for the post of an Instructor in you Institute. I possess the necessary
qualifications with an MS(Computer) degree and fair degree of fluency in English,
Hindi. Other particulars of my background are enclosed in the biodata.

Would you please call me for an interview where you may judge my personality and
knowledge for the post? I may add that I love teaching and would do my best in the
position applied for.

Thanks

Yours truly

(Shalini Gupta)

Encl : biodata

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