Formal Business Letters Examples
formal business letters examples
Business Letters That Sell: What’s Different About Them?
Business letters help sell products or services to other businesses or industries. This can involve high tech products like computers or wafer processing stations and services like computer training, or it can involve industrial goods and services like drill presses and chemical packaging.
Who Is The Business Buyer?
Unlike the consumer who often buys on an impulse, the business buyer purchases products and services on a regular basis. A firm that wants to stay in business doesn’t wait until equipment begins to break down; it replaces its equipment on a regular schedule. The commercial buyer is often looking forward to your marketing communications.
Business buyers are often very knowledgeable about a product or service because they’ve been using it for years. Not only are they knowledgeable, but they typically have a vested interest in knowing what’s happening in the marketplace concerning product improvements and new companies offering similar products.
So they’re quite willing to read your business letters. And they’ll be quick to focus on a claim that doesn’t ring true or to let you know how your competitor’s product or service compares with yours.
What they want is to know how your product or service can really help them. If you can show them, you’ve got a good chance of generating a solid sales lead. Most marketing communications are aimed at lead generation.
How Business Buying Works
A typical b2b transaction involves a number of people over a relatively long interval. For example, while a line manager may have authority to make purchases up to a certain dollar amount, anything over that requires additional management approval. Depending on the size of the company, there may be several levels of approval required and a formal purchasing process. And no person at any level wants to make a mistake.
So it’s important that your business communications talk to the concerns of the people at each of these levels. You can use different marketing collateral (e.g., white papers, marketing brochures, sales letters, catalogues, newsletters, feature articles) to do this.
Depending on your budget and your purpose, you might have a different piece for each individual in the buying chain, or you might address their different concerns in the same marketing pieces.
You’ll make friends with these people if your business letters speak to them plainly. Because many business products and services are fairly complex, it’s important to describe their features and corresponding benefits clearly.
New technologies have led to a huge increase in the amount of data coming at business to business buyers today with the result that they’re often overwhelmed. If you can describe a product or service clearly and to the point, you’ll be way ahead of any competition whose sales communications are too complex to be easily understood.
Remember: Business Buyers Are Still People
Finally, it’s important to realize that while business buyers make purchases for the benefit of their firms, they rarely choose one product or service over another based on reason alone. Like their consumer counterparts, these human beings buy based on their emotions.
They may afraid that your new product or service will not work as you claim and they don’t want to be blamed if there’s a problem. Or they may worry that learning how to use your new product may cut into their lunch time or be beyond their capabilities.
They may also fear a loss of status if your product or service makes their work less difficult. Or they may see your product helping them towards a promotion.
So you need to make sure that your business to business communications address your customer’s personality.
About the Author
Larry Czaplyski has over twenty years of professional writing experience in high tech, real estate, business-to-business, and technical writing. His web sites are http://ljcjr.com/ and http://targetedcopy.com/.
How should I start my letter to the Editor?
Im suppose to write a formal letter to an editor (not a real one hes fake lol) and it has to indicate my disapproval with the editorial piece.
I have the article chosen and all of my argumentative points written down, the only problem I am having is starting the letter.
Im not quite sure on how to go about starting it, I have an example here of a business letter but its completley different in terms of context. How would I go about writing a disapproval letter to the editor?
The article I choose to write my letter is called “10 Reasons Facebook has MySpace’s Number”
here is the link to the article:
http://www.wisdump.com/business/10-reasons-facebook-has-myspaces-number/
how would i start writing it? examples would be excellent!
Thanks a million, in advance!!!!! <33
Try:
Dear sir or madam
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