MAe605 English language

Essay Writing – Paraphrasing and Précis Writing 145 9.2.1.2 Narrative Essay A narrative essay is similar to telling a story. These essays include anecdotes, personal experience of incidents and events, and allow the writer to be creative and evoke strong feelings in the reader. Here are some guidelines for writing a narrative essay. The narrative essay is not just a story. It might be an essay reviewing a book/novel/play/film that you have read/seen. You would then have to narrate the story contained in it, but this would not follow the pattern of a story. It would focus on providing an informative narrative for the reader. Often, a review does not reveal the ending or the solution. The essay should have a purpose. There must be a good reason for narrating the story/ anecdote. The given topic may ask you to narrate something. You then have to write an introductory paragraph creating an occasion for telling the story. For example, a friend asks you to tell about an event that she could not attend; or you are narrating an adventure to your parents, family and friends or you are holding a crazy-story telling competition among friends on a lazy Sunday afternoon. The narrative essay can be written in first person, using “I” as narrator; the writer can even be a participant in the story. The story must have a point to make. It could be a short anecdote to illustrate a point you want to make or it might be a full narration of what happened while you were waiting for your flight at the airport. The incident must attract your attention for some reason – it must be interesting for you to watch, you must have some feelings and emotions or some recall of memories while you watch. And it must come to a proper end; there might be suspense because the reader does not know what will happen next. An element of surprise adds spice to a story. Use action verbs in the past tense. Vivid action and varied sentence structures make a good interesting narrative. Much like the descriptive essay, use interesting and clear style to create specific feelings and appeal to the senses of the reader. You could use bits of dialogue, but only if it is significant in some way. CU IDOL SELF LEARNING MATERIAL (SLM)

146 English Language and Lab And remember to be organised. Write a clear introduction that sets the tone for the essay. Do not keep the reader guessing the purpose of your narrative, and never leave readers wondering, “What was the point of that story?” 9.2.1.3 Expository Essay The Expository essay presents information about a topic0 Hence, the writer must have the knowledge, or must do the required research. The essay has to be well-organised and the writer must be objective and neutral, that is, the writer does not make comments on the information and does not take a stand. The essay can include a factual description of something, list of events in sequential order, comparison of two or more things, explanation of cause and effect, explanation of a process, or discussion of a problem and its solution. This is the most objective of essays and uses a formal, matter-of-fact tone, a simple vocabulary and straightforward sentences. It does not have flowery language. Its effectiveness depends on clarity and conciseness. It does not use “I” statements. An expository essay is usually organised into a five-paragraph structure consisting of: 1. An introductory paragraph 2. Three explanatory body paragraphs 3. A conclusion The essay requires proper division into three parts – introductory paragraph which contains the topic statement, at least three paragraphs that give explanation, illustration, evidence, to support the topic statement and a conclusion that readdresses the topic statement. It is very important that the three parts, and also each of the paragraphs, must have clear and logical transitions. There must be logical progression of thought, to enable the reader to follow the line of thinking. The first sentence of the essay may give the genesis of the essay, that is, the reason why you are writing this exposition. This may be imaginary and you can make up a very brief story about what led you to write this. For example, someone might have challenged you to explain this, or CU IDOL SELF LEARNING MATERIAL (SLM)

Essay Writing – Paraphrasing and Précis Writing 147 you might have felt great pleasure on understanding something and you want to share it, or you may have just decided to examine an interesting aspect of something. For example:
When I was in Std. X, my family moved to a new town. I remember how miserable I was without friends, moping around for weeks until I met Meenal. Knowing her changed everything for me. And this thought leads to the topic statement: Friends are very important for many reasons. The rest of the essay may be written in objective style without bringing in “I”. The structure of the expository essay requires that the first, introductory paragraph should contain a clear and concise statement of what is going to be discussed in the essay. The topic statement is very important for the expository essay and it is necessary to master the skill of writing it properly. The main body consists of two or three paragraphs giving explanation, illustration and evidence. Each paragraph should be devoted to the exposition of only one general idea. This makes the reading easy. It is important to remember that each paragraph in the body of the essay must have some logical connection to the topic statement given in the opening paragraph. These paragraphs may include facts, anecdotes, statistics, logical reasoning, quotations from poets, philosophers or scientists, and so on to support the topic statement. The style of this essay is simple, has no flowery language, and no turn of phrase or humorous language. The purpose is not so much to entertain as to explain, clarify and simplify. The conclusion brings the exposition to a close. There must not be any new information at this stage. This is a short paragraph which may enumerate the two or three main points discussed in the essay. It must readdress the topic statement and say how the essay has dealt with it. This part is difficult to write, but it is important because it leaves a strong impression on the reader. It should be firm and confident in tone. CU IDOL SELF LEARNING MATERIAL (SLM)

148 English Language and Lab 9.3 Paraphrasing Paraphrasing is rewriting a sentence or a long passage in your own words, without changing the meaning, and keeping the same tone and attitude as the original. No comments or changes are to be made even if you do not agree with the ideas and views presented in the original. It requires full understanding of the original passage. You may have to read it several times if necessary. You have to use your own words and sentence constructions. Ability to handle different kinds of sentence structures is very useful in paraphrasing. The paraphrase may be of the same length as the original passage or a little longer if the passage is difficult and some point need expansion. There is no word limit laid down, but usually, the paraphrase becomes a bit longer than the original. A paraphrase explains the original passage by restating in simpler language. It is a good practice to try to paraphrase something in a difficult textbook so that you understand it and learn it by restating in your own words. If you use a paraphrase of someone’s writing in your own essay, assignment or writing, you have to cite the source fully. Otherwise, you may be charged with plagiarism which means copying others’ work without acknowledgement. Here are some guidelines for paraphrasing:
Read the original passage two or three times or until you are sure you understand it. Carefully examine any unfamiliar words, see in what context the word is used and try to figure out the meaning from the context.
Read any difficult sentence several times until you get its meaning clearly. Try rewriting the sentence in different ways without changing its meaning. If necessary, break up a long sentence into two or three short sentences.
Once you have fully understood the passage, put it away and write the main points in your own words. Include all the ideas from the original, but do not add anything. Keep the same order of ideas and the same emphasis on the ideas. CU IDOL SELF LEARNING MATERIAL (SLM)

Essay Writing – Paraphrasing and Précis Writing 149
Check your paraphrase several times against the original to make sure that you have conveyed the meaning and the tone accurately.
If the wording of your paraphrase matches that of the original too closely, you will have to change the words and phrases, and rewrite the sentences. Otherwise, it would be considered plagiarism. It is useful to note that paraphrasing is a good stepping stone to precis writing. 9.4 Precis Writing A summary or précis is a condensed version, usually one-third of the length of the original piece of writing. 9.4.1 Uses of Summarising Skills Summarising tests your ability to understand what you read and to express yourself concisely. These two skills are essential for work. Countless occasions arise when text needs to be rephrased to take up less space, as when you have to:
Adjust desired information on a package
Avoid adding four pages to a booklet
Draft an advertisement or notice for the press
Fit a blurb on the jacket of a book
Store information for future use
Write synopsis of a report
Write report of a meeting Busy executives are always in need of summaries and abstracts of articles in order to absorb important information quickly. Some organisations offer executive summaries of important new books as a service to companies. Summarising involves reading skills, understanding, judgement in selecting the important points, and ability to write in simple and clear style for easy reading. CU IDOL SELF LEARNING MATERIAL (SLM)

150 English Language and Lab 9.4.2 Guidelines for Summarising a Passage A précis is a concise written restatement of the main ideas of the original passage. It does not contain special expressions and entire sentences from the original text. The completed précis must:
Always have a title indicating what it is about
Be a good piece of composition, presenting ideas logically and concisely
Maintain the point of view of the original
Be in the same tense as the original
Not be in the words of the original
Not contain quotations or data or examples
Not use the first person ‘I’
Make no comment on the views expressed in the original
Usually, be one-third of the original in length
Always be in only one paragraph The following steps should help in learning summarising skills: 1. Read the passage carefully; mark the difficult words. 2. Write down at least one word to say what the passage is about; for example, Advertising, Population, Technology, Marketing and Money. The title is to be built up and framed around this word; a one-word title is inadequate. 3. Try to infer and derive the meaning of the difficult words by reading the sentences in which they occur. Usually, it is possible to make out the meaning of a word from the context and the general sense of the passage. For practicing precis writing, use a dictionary. It will help increase vocabulary. With practice, it will be possible to make a good guess at the meaning of a word, for the purpose of writing a precis. 4. Read the passage again, with good guesses of the meaning of the difficult words. Take notes of the main points as you read. CU IDOL SELF LEARNING MATERIAL (SLM)

Essay Writing – Paraphrasing and Précis Writing 151 5. Expand the collected main points into full sentences in simple, clear style, in your own words. A précis must be written in your own words and sentences. The following points must be carefully remembered: (a) Leave out quotations, repetitions and details. (b) Replace illustrations, examples and statistical data with a generalisation drawn from them. (c) Change flowery, figurative expression to simple prose. (d) Leave out exclamations and questions. (e) Replace unfamiliar, long words or phrases with simple words. (f) Do not use abbreviations like ‘don’t’ or ‘couldn’t’. 6. Write the rough draft in your own words in a complete paragraph with the help of the notes. 7. Count the number of words. This is easy if the rough draft is written after dividing the page into four/five columns for writing one word in each column. While counting the words, remember the following:
Words of the title are not counted.
The articles, a, an and the, are counted.
The word ‘and’ must be written in full, and must be counted.
Words joined by a hyphen like ‘job-oriented’ or ‘government-financed’ are counted as one word.
A number (e.g., the year 2020) is counted as one word. If the number of words in your précis exceeds the required number by more than five, make local revisions to compress. If it is short, read the passage again to check for points which might have been left out or compressed too much. CU IDOL SELF LEARNING MATERIAL (SLM)

152 English Language and Lab 8. Revise the précis carefully to make sure that:
No important point has been left out.
It reads like a good composition. 9. Frame the title. The following steps are useful in framing a title: (a) Expand the one word written in step 2, into a sentence stating the main point of the passage; for example, “Time is modern man’s tyrant”, “History teaches us lessons for future conduct”, “Growth of population was rapid after the Industrial Revolution”, “Advertisements are effective only when they appear in proper places”. (b) Compress the sentence to a phrase, such as, “Time — Modern Man’s Tyrant”, “Lessons of History”, “Population Growth after the Industrial Revolution” or “Importance of Location of Advertisements”. The title never begins with ‘The’. Articles and prepositions need not be capitalised, but other words should begin with a capital letter. Note that a good title is a noun phrase. It is not a complete sentence. 10. Make a fair copy with the title written at the top. Write the number of words used in the précis at the end. 9.5 Summary Three forms of writing, namely, essay, paraphrase and precis are discussed in this Unit. Essay is free and literary composition. There are several types of essay, the common ones being: (i) Descriptive which mainly describes something seen, and experienced by the sense. It needs a good command of vocabulary and varied sentence structures. A good essay manages to make a lasting impression by tapping emotional resources besides appeal to sense; (ii) Narrative which tells a story, or anecdote, or reports an incident or event in an interesting way with human interest and lively style. (iii) Expository which informs, explains and elucidates information in a concise and orderly way without emotion or comments, objectively in impersonal style. (iv) CU IDOL SELF LEARNING MATERIAL (SLM)

Essay Writing – Paraphrasing and Précis Writing 153 Argumentative which requires writer to take a stand, state a thesis and argue in favour of the stand taken. Paraphrase is not meant as composition for an audience. The writer is required to explicate, simplify and rewrite a given passage in his or her own words. It is a stepping stone to precis writing and a good way to get to a full and clear understanding of the given passage or any piece of writing that has to be studied and remembered. Paraphrase must keep to the information, and attitude and sequence of the original passage. Precis is shortening and condensing a given passage in the precis-writer’s own words, keeping the main ideas, and attitude and sequence of ideas as in the original. There are several ways of condensing a passage. The precis-writer makes no comments on anything even if he does not agree with the ideas and views of the author. The precis must be given a title. Precis writing has many uses in the world of work. 9.6 Keywords/Abbreviations
Thesis statement: A short statement, usually one sentence, that summarises the main point or claim of an essay or research paper, and is developed, supported and explained in the text by using examples, evidences and logical arguments.
Paraphrase: Rewriting a given piece of writing using different words, especially to achieve greater clarity.
Transition: Words and phrases that provide a connection between ideas, sentences and paragraphs. Transitions help to make a piece of writing flow better.
Expository: Writing that is meant to explain, illustrate, clarify, or explicate something in a way that it becomes clear for readers.
Condensation: Process of making a piece of writing shorter by taking out anything that is not necessary or by reducing the words by rewriting. CU IDOL SELF LEARNING MATERIAL (SLM)

154 English Language and Lab 9.7 Learning Activity 1. Read the sentences below. Highlight the words that you think are specialised words or words that should not be changed when paraphrasing. Underline the words which should be changed and find synonyms for them.
The majority of consumers prefer imported cars.
“A reliable way to make people believe in falsehoods is frequent repetition, because familiarity is not easily distinguished from truth. Authoritarian institutions and marketers have always known this fact.” [From Daniel Kahneman, ”Thinking, Fast and Slow”]
Exercise can help a lot in alleviating stress – that is a known fact. Exercise is a good way of reducing stress, and cardiovascular exercise is recommended for about fifteen to thirty minutes, thrice or four times a week. Several studies have indicated the effects of exercise in handling stress. The activity can release endorphins into the bloodstream. Change sentence structures; for example, frequent repetition may be changed to “repeating it often.” Write out the idea contained in the sentence in your words. ----------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------- 2. This activity is best done in pairs. (a) Read the original text below. Highlight the words that you think are specialised words or words that should not be changed when paraphrasing. Underline the words which should be changed. The coronavirus will be defeated sooner or later but a crisis of this proportion should never be wasted. We can learn a lot of lessons from the experience of the last three months. Reforms are best built from learned experience in the face of an emergency. Structural weaknesses of the economy and society are exposed at such a time. This emergency was caused by totally unpredictable forces. No one — no CU IDOL SELF LEARNING MATERIAL (SLM)

Essay Writing – Paraphrasing and Précis Writing 155 party, no leader, no community or no other country — can be blamed for its occurrence. This is an ideal opportunity for thinking outside the box. [From “Need a Plan to Help Migrants” by Meghnad Desai in Financial Express, 19 April 2020] (b) Each partner will write out a paraphrase: one will only change sentence constructions without changing the meaning and the other will only change the underlined words and phrases by using a thesaurus [available online by asking for synonym for a specific word]. If you are working alone, do the two activities separately. (c) Read and discuss both versions. Note what you learnt in vocabulary and in changing construction of a sentence without changing the meaning. (d) Combine the two versions and edit so that the composition is easy to read and flows smoothly. ----------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------- 9.8 Unit End Questions (MCQ and Descriptive) A. Descriptive Type Questions 1. Explain the difference between an expository essay and an argumentative essay in your own words. 2. Write a short expository essay on the uses of learning precis writing. 3. Attempt a descriptive essay on any place that you have visited. 4. Write a paraphrase of a chapter from any textbook that you use for any subject of your choice. 5. Paraphrase the passage given below: Organisations are trying to redefine their role and mission in thee society. Many organisations have found their purpose in society as a service to community and the effort is to provide an improved quality of service, irrespective of whether it is a CU IDOL SELF LEARNING MATERIAL (SLM)

156 English Language and Lab manufacturing organisation or a service organisation. The emphasis is on a better understanding of people and their behaviour, and caring more for them and their needs. Research studies emphasise the fact that what customers want is personalised service. The personal touch is considered a high priority for enhancing customer satisfaction. Several executives of America’s largest companies have said, in a survey, that how much an airlines cares about its customers is as important to them as prompt baggage delivery and efficient check-in. Several companies have started revamping their hiring and pay practices. They now try to compensate their employees on the basis of how well they have served their customers. They inspire their employees with ‘service ethic’ and they believe in the fact that contented employees make for better-served customers. There appears to be a direct relation between customer retention and employee retention. Satisfied and well-served customers not only lead to higher profits, but also to enhanced employee retention and lower costs of training since good employees stick around longer (211 words). 6. Make a precis of the passage above, reducing it to one-third, and give it a suitable title. B. Multiple Choice/Objective Type Questions 1. A descriptive essay should ___________. (a) narrate a story (b) appeal to the reader’s senses (c) present an argument (d) explain a topic 2. An expository essay ___________. (a) takes a stand on a topic and supports it (b) tells a story (c) informs and explains clearly (d) evokes memories of experiences 3. A narrative essay ___________. (a) is the same as a short story (b) should examine both sides of an argument CU IDOL SELF LEARNING MATERIAL (SLM)

Essay Writing – Paraphrasing and Précis Writing 157 (c) concisely elucidates a complex idea (d) can begin by creating an occasion for telling about a personal experience 4. An objective attitude and a formal style are suitable for ___________. (a) an expository essay (b) a descriptive essay (c) an argumentative essay (d) a narrative essay 5. A precis is written in ___________. (a) the words of the original passage (b) the words of the precis-writer (c) informal style (d) idiomatic language 6. The title of a precis should be a ___________. (a) single word (b) complete sentence (c) question (d) noun phrase 7. Paraphrasing is a useful exercise for ___________. (a) understanding a difficult piece of writing (b) writing a business letter (c) learning to write persuasively (d) learning to write a thesis statement Answers 1. (b), 2. (c), 3. (d), 4. (a), 5. (b), 6. (d), 7. (a). 9.9 References Book: 1. Nigel Warburton, “The Basics of Essay Writing”, 2007, Routledge, Taylor and Francis Group, London. Websites: 1. https://www.toppr.com/guides/english/writing/essay/ 2. https://scoop.eduncle.com/one-word-substitution-list CU IDOL SELF LEARNING MATERIAL (SLM)

158 English Language and Lab 3. https://www.smart-words.org/linking-words/transition-words.html 4. https://writing.wisc.edu/handbook/style/transitions/ 5. https://www.worldclasslearning.com/english/important-one-word-substitution.html CU IDOL SELF LEARNING MATERIAL (SLM)

Business Letters 159 UNIT 10 BUSINESS LETTERS Structure: 10.0 Learning Objectives 10.1 Introduction 10.2 Business Letter Layout 10.2.1 Parts of a Letter 10.2.1.1 Heading 10.2.1.2 Date 10.2.1.3 Reference Number 10.2.1.4 Inside Address 10.2.1.5 Special Markings 10.2.1.6 Subject Line 10.2.1.7 Salutation 10.2.1.8 Complimentary Close 10.2.1.9 Signature 10.2.1.10 Reference Section 10.2.1.11 Postscript 10.2.2 Styles of Layout 10.2.2.1 Indented Form 10.2.2.2 Full Block Form CU IDOL SELF LEARNING MATERIAL (SLM)

160 English Language and Lab 10.2.2.3 Modified Block Form 10.2.2.4 Semi-indented Form 10.2.2.5 Hanging Indention Form 10.2.2.6 NOMA Form 10.2.3 Illustrations of the Styles 10.3 Composition of a Business Letter 10.3.1 Opening Sentence 10.3.2 Main Body 10.3.3 Closing Sentence 10.4 Simple Business Letters 10.4.1 Inquiry Letters 10.4.2 Orders 10.4.3 Sales Letters 10.4.4 Email Etiquette 10.5 Summary 10.6 Keywords/Abbreviations 10.7 Learning Activity 10.8 Unit End Questions (MCQ and Descriptive) 10.9 References 10.0 Learning Objectives After studying this unit, you will be able to:  Explain the significance and importance of letters in business.  Analyse the importance of each part of the layout of a letter. CU IDOL SELF LEARNING MATERIAL (SLM)

Business Letters 161
Place and write each part of the letter correctly.
Use the full block and modified block forms correctly.
Elaborate how to compose a simple business letter. 10.1 Introduction The letter is the oldest form of communication in business. Although there are now other methods such as email, telephone, SMS and so on for sending short messages, the letter is still necessary for messages and maintaining records. Even after an issue is settled by oral communication, the conclusions and decisions are often confirmed by an exchange of letters in order to record the outcomes, and also to build goodwill and friendly relations. Letters are used to communicate with customers, suppliers, debtors, creditors, government authorities, other business people and members of the public for giving and getting information, and exchanging views. Letters have to be written in order to initiate, carry out and conclude transactions, and to maintain relationships. Letters form a large part of business communication because of the following advantages: 1. A letter is drafted after proper thinking and planning. Hence, the subject matter can be presented in a clear, concise and logical way. 2. A letter can be short or long as required. 3. Letters are suitable for all types of communication. 4. A letter enables the sender to communicate identical information to several persons by sending them a duplicated or printed copy. 5. Exact copies of letters can be retained for record. 6. Letters are acceptable as legal evidence. 7. Letters have a standardised format and are easily acceptable and understood among businesspeople anywhere in the world. CU IDOL SELF LEARNING MATERIAL (SLM)

162 English Language and Lab 8. Letters can be sent to even distant places by postal and courier services within a short time. They can also be sent by fax where facilities are available, and by messengers within neighbouring areas. 9. Some unpleasant and delicate matters which cannot be spoken face to face or through electronic devices can be written in letters in tactful language. 10. A letter can be read carefully again by the receiver and given more attention than other types of direct communication such as telephone call or email because it can be isolated and separated from devices and other messages. 10.2 Business Letter Layout A business letter is different from a personal letter in many ways. It has a distinctive structure and appearance. Each of the parts has a specific position, style and function which has been established by custom and is followed because it is convenient for handling and processing correspondence in an organisation’s office. A letter is often an organisation’s first visual contact with another organisation or person, and makes an important impression. The appearance of a letter must be neat, with proper margins on all four sides, and double spacing between paragraphs and different parts of the letter. The margins are usually one-and-a- half inch on the left, one inch on the right, and at least one inch at the bottom. A suitable style of layout is selected by every organisation and all letters are expected to be laid out in the adopted style. Most Word processing packages offer the choice of full block or modified block style of layout. Templates can be created and stored in computers. 10.2.1 Parts of a Letter An official letter looks different from a personal letter and other types of business documents. Convenience and custom have laid down certain requirements as parts of a letter. Since letters serve as records, some routine details are necessary in the make-up of a letter. CU IDOL SELF LEARNING MATERIAL (SLM)

Business Letters 163 Different parts have their own fixed location on the sheet. There is a slight variation from left to right in the different styles of layout. Their order of appearance from top to bottom is the same in all styles. The main parts of the letter, apart from the text of the message, are Heading, Date, Inside address, Salutation, Complimentary close and Signature. In addition to these, the following details are included, according to the requirement of each letter: Reference number, Delivery mode, Subject line, Attention line, Enclosures, Courtesy copies, and Sender’s and Typist’s initials. The letter wizard in most Word processors guides you through all the parts of the letter. 10.2.1.1 Heading The heading is the printed information given at the top of the company’s letterhead. It includes the company’s name, business, emblem and full contact information such as the postal address, email address, and telephone, telex and fax numbers. Most companies prefer to have letterheads with a streamlined appearance and might use the services of a professional designer to create an attractive layout for the heading. It is printed in a simple attractive design in a single colour, usually black. The printed sheet is called letterhead. 10.2.1.2 Date Every official document must have a date. The date on the letter provides an important point of reference in further correspondence and in following up the issues dealt with in the letter. The date is placed two line-spaces below the heading, on the right. In full block and NOMA styles, the date is at the left margin. The date must always be written in full. The name of the month must be spelled out in full and the year is written in all four figures. In British practice, the date is written in the order of day, month and year, with no commas. 16 June 2019 In American practice, the date is written in the order of month, day and year, with a comma separating the figure of the day from the figure of the year. June 16, 2019 CU IDOL SELF LEARNING MATERIAL (SLM)

164 English Language and Lab The practice of writing ordinal numbers, 1st, 2nd, 3rd, 4th, etc. has fallen out of use. 10.2.1.3 Reference Number Reference number appears on the left on level with the date. The reference number gives the letter number, file number and other filing details to make it easy to locate the file related to the issue. Some companies include both, Our Ref. No. and Your Ref. No., in their letter. The words Ref. No. and Your Ref No. are sometimes printed on the letterhead, but this practice is getting outdated because, with modern Word processors and printers, it is difficult to line up the printing on the pre-printed stationery. 10.2.1.4 Inside Address Inside address is the name and the address of the receiver as it appears on the envelope. The recipient’s name should be exactly as they write it below their signature in their letters. For example, if the person signs his name “Vishnu B. Kumar”, the first line of the inside address should be Mr. Vishnu B. Kumar. If a letter is addressed to the company, the first line of the address is the name of the company. The address includes the name of the company, the name and/or number of the building, the name of the road, the locality and the name of the city with the PIN code. For overseas letters, the name of the country is the last line of the address. The inside address is typed in the block form. In the block form, all lines begin at the margin and there is no punctuation at the end of any line. This style looks neat and takes less time to type. In the old indented form, the first line began at the margin and subsequent lines were indented two spaces away from the beginning of the previous line. A comma followed each line and a full-stop followed the last line. The indentions and punctuation marks take more time to type, and also have a cluttered appearance. This form is rarely used now. CU IDOL SELF LEARNING MATERIAL (SLM)

Business Letters 165 ----------------------------------------------------------------------------------------------------------- Block Indented Neil Publishing House Neil Publishing House, 896, Mahatma Gandhi Road 896, Mahatma Gandhi Road, Bombay 400 001 Bombay 400 001. ----------------------------------------------------------------------------------------------------------- Note that the practice of writing To before the address is outdated. 10.2.1.5 Special Markings Confidential letters are marked with the word Confidential, above the inside address, either at the margin or in the centre. The word may be either in all capitals or with initial capital and underlining, as shown below: CONFIDENTIAL or Confidential A letter which is marked confidential must be addressed to an individual by name. The first line of the inside address must be the name of the person who will open and read the letter. It must not be addressed to the company’s name. The salutation is also by name or by the title of a senior manager. The envelope is also marked Confidential above the address. Attention line is used only if the first line of the inside address is the company name or a department’s name. It is not used if the first line of the inside address is a personal name. The purpose of the attention line is to identify the person who is handling the issue mentioned in the letter. It is not used in the very first letter that you write to the company. It is used only when you know the name of the person in the organisation who is handling your matter. The letter is addressed to the organisation, but directed to the attention of the individual, by name, so that the letter is sent to that person for action without delay. The Attention line is placed, after the inside address and before the salutation, either at the margin or in the centre. It does not affect the salutation. The salutation must match the first line of the inside address, e.g., CU IDOL SELF LEARNING MATERIAL (SLM)

166 English Language and Lab ----------------------------------------------------------------------------------------------------------- The Blank Foods Manufacturers Sir Dadabhoy Naoroji Road Mumbai 400 001 Attention: Miss A.C. Patel Gentlemen: ----------------------------------------------------------------------------------------------------------- 10.2.1.6 Subject Line Subject line is a phrase that gives a brief indication of the subject of the letter. It is also used for classifying and filing the letter. It helps to identify the specific matter and focus the reader’s attention on the issue. Subject line is written in a phrase, not in a complete sentence. It does not include any emotion or feelings even if the letter is about a complaint. It should not contain any unpleasant words such as complaint, failure, negligence, debt, careless, etc. It is introduced by the word Subject and is placed either above or below the salutation at the centre. In full block form, it is placed at the left margin. If the letter has an Attention line, the Subject line is placed after the Salutation. In modern practice, the subject is written without any introductory word. It is either in capitals or initial capitals and underlined. For example, ----------------------------------------------------------------------------------------------------------- Dear Sir, YOUR INSURANCE POLICY NO. 88732265 ----------------------------------------------------------------------------------------------------------- Or ----------------------------------------------------------------------------------------------------------- Gentlemen: Your Order No. YA-42 ----------------------------------------------------------------------------------------------------------- (Note: Re is a Latin preposition meaning “in the matter of” or “in the case of”. It is not the short form of any English word; it is not correct to write ref. or reg. for the subject line.) CU IDOL SELF LEARNING MATERIAL (SLM)

Business Letters 167 10.2.1.7 Salutation The Salutation begins at the margin, two line-spaces below the inside address. It is followed by a comma. In American practice, it is followed by a colon. In full block style, it has no punctuation mark. The salutation matches the first line of the inside address. If the letter is addressed to an organisation, the salutation is plural: Gentlemen or Dear Sirs or Sirs. If the letter is addressed to a particular official mentioned only by designation, e.g., “The Sales Manager”, the salutation is singular: Sir or Dear Sir. If the official is a lady, the salutation is Madam or Dear Madam. It is quite common, now, to address business letters to an official by name and designation, e.g., Mr. A.P. Shah, Sales Manager or Ms. A.B. Coelho, Finance Manager. In this case, the salutation is Dear Mr. Shah or Dear Ms. Coelho. Note that Ms. is used before a lady’s name without indicating her marital status. 10.2.1.8 Complimentary Close The complimentary close is written two line-spaces below the last line of the text of the letter. It is placed on the right and is followed by a comma. In full block style, it is placed at the left margin and has no comma. The first word begins with a capital letter. The most common form is: Yours truly. If the addressee’s name is used in the salutation, the complimentary close is Yours sincerely or Sincerely yours. Respectfully is used only when writing to a high public official. 10.2.1.9 Signature The signature is placed just below the complimentary close. The name of the signatory is typed three or four line-spaces below (space left for the actual signature); the designation is typed below the name. Note that Mr. is not written before a man’s name. If the signatory is a woman, (Mrs.) may be shown in brackets after the name. CU IDOL SELF LEARNING MATERIAL (SLM)

168 English Language and Lab When a letter is signed by another person on behalf of the sender, the word for is shown before the sender’s printed name. Letters with legal implications use the words Per pro or pp (per procurationem) which means “on behalf of.” 10.2.1.10 Reference Section The Reference section is placed at the bottom left after the signature. It includes enclosures, names of parties to receive copies, the type of delivery service to be used, and initials of the persons who dictated and typed the letter. These details are meant for the secretary or the dispatch department as instructions for preparing the letter for dispatch. (a) Enclosures: Enclosures are related documents sent with a letter. Bills, cheques, quotations, brochures, price-lists, etc. which have been mentioned in the letter are sent as enclosures. If there are many enclosures, they are numbered and placed behind the letter in the order of their serial number. Enclosures are indicated in the letter by writing Enc(s) or Encls: at the bottom left corner of the letter, after the signature. If there is more than one, the number is also indicated, e.g., Encls: 2. Sometimes, the enclosure is named, e.g., Encl: pro forma invoice. (b) Copies: When a matter concerns more than the two parties, a copy of letters related to the matter is sent for information to the other parties who are concerned. This is indicated by writing copy (or copies) or cc (copy circulated) followed by the name and designation of person to receive the copy: copy: Mr. A.C. Sheth or copies: 1. Mr. A.C. Sheth 2. Accounts Manager, ABC Transport Service (c) Type of Delivery: The type of delivery service to be used is indicated as Air Mail, Registered Mail, Express Delivery, Hand Delivery, Courier, etc. This detail is often placed at the top of the letter. CU IDOL SELF LEARNING MATERIAL (SLM)

Business Letters 169 (d) Initials: The dictator’s and the typist’s initials are placed at the bottom. This is for future reference in the sender’s office. The person who prepares or dictates a letter is not necessarily the person who signs it. The letter may be dictated by a junior officer. It will be signed by the manager or a person who is authorised to sign outgoing letters of the company. The initials may be shown as: PSW:rd or CRT gt or MRO/cs or any such style. 10.2.1.11 Postscript Postscript is a bit of writing, not more than three lines, added to the letter after the signature and after enclosures; it is signed again, without the complimentary close, by the same person. It is used for conveying a small bit of information which is not a part of the main message of the letter. It is an extra or unrelated point and is often written in hand at the time of signing the letter. Postscript should never be used for adding something that was forgotten while preparing the letter. If a point was forgotten, the letter must be corrected on the computer and printed out again. Using Postscript to add a forgotten point is outdated with Word processors. The postscript can be used to add a friendly personal note to a formal letter. It may be just a line, but it can successfully establish personal contact by referring to some common experience or by making a friendly personal enquiry. For instance:
P.S.: It was nice meeting you at the dinner last Sunday.
P.S.: How’s your new venture in Pune coming up? Wish you the best of success. The Postscript can be used effectively in a sales letter to impress an “action incentive” sentence on the reader’s mind.
P.S.: There’s an early bird prize for the first seven orders. It can also be used to make an impact at the end of a collection letter.
P.S.: Do clear your account before the fast approaching festival season. CU IDOL SELF LEARNING MATERIAL (SLM)

170 English Language and Lab 10.2.2 Styles of Layout Layout means the design in which the different parts of the letter are placed on the letterhead. The parts are placed in the same order from top to bottom in all forms or styles. The variation is in the indention and the paragraph styles. 10.2.2.1 Indented Form This old style is now outdated. In this form, the inside address was in indented style as shown earlier, and every paragraph began three to five spaces away from the left margin. The indention caused the letter to look uneven at the left margin. Besides, it took more time to type because of the indenting. This style is not used today. 10.2.2.2 Full Block Form This is the most modern style. There is no indention from the left margin at all. Every line, including the date and the complimentary close, begins at the left margin. The address has no punctuation at the end of the line. The salutation and the complimentary close do not have a comma at the end. There is double line-space between the parts of the letter and between the paragraphs. This form takes less time to type because it requires no indention and has no punctuation in the layout parts. Some companies do not like this form because it looks heavy on the left, and rather blank on the right. A clear disadvantage of this form is that, after the letter has been filed, the date and the signature cannot be seen unless the file is fully opened. The date of a letter is an important item and is often referred to for many purposes. Quick reference to date and signature in the filed letter is not possible in this form. 10.2.2.3 Modified Block Form This style is a modification of the full block form. It eliminates the shortcomings of the full block style by keeping the date and the complimentary close on the right in their usual position. The inside address is in block form. CU IDOL SELF LEARNING MATERIAL (SLM)

Business Letters 171 The salutation and the complimentary close are followed by a comma. However, many firms now do not use the comma after the salutation and the complimentary close. All the paragraphs begin at the left margin, and there is double space between the paragraphs. This is the most popular form as it has the advantages of the full block form without its disadvantages. Its appearance is balanced and neat. 10.2.2.4 Semi-indented Form This form has the inside address in the block form, but the beginning of every paragraph is indented. The date and the complimentary close are on the right side. The salutation and the complimentary close are followed by a comma as in the traditional style. This style is getting outdated rapidly. 10.2.2.5 Hanging Indention Form In this style, the inside address is in the block form. The date and complimentary close are on the right. The beginning of every paragraph is at the left margin, but the subsequent lines of every paragraph are indented five spaces. This style is adopted for sales letters, brochures and other documents in which striking appearance is useful. The opening line of every paragraph “hangs out”, and can be used for highlighting important points. If this style is used, the opening words of every paragraph should be important and worth highlighting. 10.2.2.6 NOMA Form This is the most recent experiment in layout style. It is recommended by National Office Management Association of America (the name NOMA is an acronym). It has been accepted in the UK by the Institute of Office Management. It has most of the features of Full Block form: all lines begin at the left margin, and the inside address is in the block form. CU IDOL SELF LEARNING MATERIAL (SLM)

172 English Language and Lab The special features of this form are: (i) it has no salutation and no complimentary close; (ii) the subject line is in capitals, three line-spaces below the inside address; (iii) numbered items of a list begin at the left margin, but if there is no number, the items are indented five spaces; there are no full-stops at the end of items; (iv) the writer’s name and designation are typed in capitals in one line below the space for signature; and (v) the typist’s initials are in the left bottom corner. This style is not popular as it is too far removed from the familiar, conventional styles. Some people feel that this style saves time and sensibly omits meaningless salutation and close, but most people feel that this omission makes it impersonal and distant, and lacking in feeling. An organisation decides on its letter layout style and appearance after careful consideration, and all letters of the company are expected to conform to the standard of typing set up by the company. 10.2.3 Illustrations of the Styles Illustrations of all the styles are given below: ---------------------------------------------------------------------------------------------------------------------- 18 November 2019 Excello Typing Institute, 14, Green Avenue, Mumbai 400 053. Dear Sirs, This is the Indented form which is considered old-fashioned now. The inside address is indented, i.e., each subsequent line is indented two spaces from the previous line. Each line is followed by a comma, and the last line by a full-stop. Each paragraph begins five spaces away from the margin. This form was used in the days before the typewriter when all letters were handwritten. Today, even handwritten letters are not written in this style. CU IDOL SELF LEARNING MATERIAL (SLM)

Business Letters 173 The appearance of this style is not very neat; besides, it wastes typing time because of the indentions. Yours faithfully, Office Superintendent ---------------------------------------------------------------------------------------------------------------------- Indented Form ----------------------------------------------------------------------------------------------------------- May 2, 2019 Windsor Stationery Mart 86, Main Avenue, Santa Cruz Bombay 400 054 Gentlemen This letter is in Full Block form. Every part of the letter, including the date and complimentary close, begins at the left hand margin. The inside address is in block form with no end-of-line punctuation. There is no punctuation mark after the salutation or after the complimentary close. As there is absolutely no indention, this form takes the shortest time to type, and is very useful in a firm which sends out a large number of letters. It is the latest in styles of layout, but it has already become quite popular and used in a number of firms. The drawback of this form is that it looks rather blank on the right side and heavy on the left. Besides, when the letter is filed, it is difficult to refer to the date and the signature without taking out the file and opening it fully. Yours truly Correspondence Supervisor CU IDOL SELF LEARNING MATERIAL (SLM)

174 English Language and Lab ---------------------------------------------------------------------------------------------------------------------- Full Block Form ----------------------------------------------------------------------------------------------------------- 10 September 2019 Pinto Commercial Institute 23, Rampart Row Mumbai 400 001 Dear Sirs, This is the Modified Block Form, and is in most common use today. Most companies adopt this form as the most convenient and also the most attractive. The date and the complimentary close are at the right. The address is in block form, that is, all lines begin at the margin and there are no punctuation marks at the end of any line. The paragraphs begin at the left margin and are separated only by double spacing. As most of the lines begin at the left margin, this form saves the time of the typist. This form is neat and balanced in appearance. It is a modification of the ultramodern Full Block Form. Yours truly, Supervisor ---------------------------------------------------------------------------------------------------------------------- Modified Block Form ---------------------------------------------------------------------------------------------------------------------- 15 July 2019 Modern Typists 29, Mount Road CU IDOL SELF LEARNING MATERIAL (SLM)

Business Letters 175 Bombay 400 002 Sirs, The Semi-block Form combines the indented and block forms. Some of its features are taken from the old style and some from the new style. The date and the complimentary close are on the right. The address is in block form and the paragraphs are indented five spaces away from the margin. Many firms use this form although it does not look so streamlined as the modified block form. This form will probably fall out of use for typewritten letters and will be used only for handwritten letters. Yours faithfully, Sales Manager ---------------------------------------------------------------------------------------------------------------------- Semi-indented Form ---------------------------------------------------------------------------------------------------------------------- 20 August 2019 Expert Advisory Service Beach View Warden Road Bombay 400 026 Gentlemen: This is the Hanging Indention form. It has the address in block form, every paragraph starting at the margin, and subsequent lines of every paragraph indented a few spaces from the margin. CU IDOL SELF LEARNING MATERIAL (SLM)

176 English Language and Lab As the first line of every paragraph ‘hangs’ out, it attracts attention. Sales and stunt collection letters are written in this style in order to catch the eye. The opening words of every paragraph must be striking and the drafting must be done carefully. Typing time is wasted in this form because of the large number of indentions. It is not used for routine letters. Yours truly, Sales Manager ---------------------------------------------------------------------------------------------------------------------- Hanging Indention Form ---------------------------------------------------------------------------------------------------------------------- 11 May 2019 Expert Advisory Services Beach View Mumbai 400 026 NOMA LETTER LAYOUT STYLE The name NOMA is an acronym of National Office Management Association. This American organisation has recommended this style. It has been accepted in Britain with some modifications. Most of its features are the same as those of the full block style. The address is in block form with no punctuation at the end of the line. All lines begin at the left margin. This style has the following special features: (a) Salutation and complimentary close are omitted. (b) Subject is in capitals three lines below the inside address. CU IDOL SELF LEARNING MATERIAL (SLM)

Business Letters 177 (c) Enumerated item lists, like this one, begin at the left margin. Lists of items without number/letter are indented five spaces. (d) There is no full-stop at the end of the items in the list. (e) The writer’s name and title are typed in capital letters in one line at the left margin at the end of the letter, leaving space for the signature. (f) The typist’s initials are at the bottom left corner. Some people like this form as it eliminates the needless salutation and complimentary close, but it is impersonal, distant and too far removed from the familiar conventional styles. KAMAL BHUTA - REGISTRAR vsd ---------------------------------------------------------------------------------------------------------------------- NOMA Form 10.3 Composition of a Business Letter A letter is a short composition, focusing on one main point. Whatever the main message may be, a letter is a contact with another person, and every effort must be made to convey the message so as to build and maintain goodwill. Besides keeping in mind the principles and characteristics of good writing discussed in earlier chapters, you will have to consider how to organise the points and details of the message. Careful planning is the basis of success in all tasks. Thinking, reasoning and planning before writing a letter is necessary. It helps to make sure that all information and ideas are included and correct. It also gives you time to cool down any emotions like anger which can spoil the message. It enables you to compose the letter in a logical order. Be sure about why you want to write, to whom you are writing the letter, and what you want the reader to do. Decide on the content and write it down in the form of notes. Make sure that all required information is included, and number the points in the logical order in which you want to use them. CU IDOL SELF LEARNING MATERIAL (SLM)

178 English Language and Lab Most letters can be written on a framework of four points: (i) Opening/introduction (ii) Giving the required information (iii) Stating what action you are taking or what action the reader should take (iv) Closing sentence The first point takes one or two sentences. The second one forms the main content of the letter and may need more than one paragraph. The third and the fourth can be combined as they form the ending of the letter and each requires only one sentence. The main information or message of the letter should be carefully structured and the points arranged in a suitable order. Always put the reader’s interests first; the order should be suitable to the reader’s interest and convenience. For example: (a) In a reply, use the order of the original. This is courteous as it uses the order of the reader’s priorities. (b) In conveying a series of events, use chronological order. The events will be conveyed in the order in which they occurred. (c) Write the most positive and pleasant points first. This makes it more acceptable to the reader. Consider what will be more useful/comfortable/easy for the reader. Organising the middle paragraphs is discussed in detail for different types of letters in Chapters 4 and 5. The first and the last paragraphs are important places in a short composition like a letter. Use them both to the maximum effect. Each of them has a definite function. Do not begin by repeating what is said in the subject line or end by making a useless statement. 10.3.1 Opening Sentence The opening sentence has the important function of establishing good feeling and rapport, and drawing a favourable response from the reader. Showing interest in the readers’ needs and CU IDOL SELF LEARNING MATERIAL (SLM)

Business Letters 179 paying attention to their feelings and desires creates goodwill at the beginning of the letter. For example:
We are glad to inform you that we can deliver your shelves a week earlier as you requested in your letter of the 12th.
We are extremely sorry to learn from your letter dated 23 September that you were not able to get good photographs.
Congratulations on wining Government of India contract for construction of railway bridges. We are happy that you have asked us to submit our proposal for supply of. The opening sentence should not repeat the subject line. The reader sees the subject line first, and already knows what you are talking about. The opening line should be used for creating a positive and friendly feeling. Avoid beginning with “Referring to your letter…” or “With reference to your letter.” These openings often lead to a grammar mistake or an incomplete sentence. Also avoid old-fashioned sentences such as:
We are receipt of your communication of 10 July.
It has come to our attention that according to our records and in connection of...
Reference is made to your memorandum of Feb. 6, same subject as above. Such sentences do not make any direct contact with the receiver. There is no friendly feeling in them. 10.3.2 Main Body The body of the letter contains the main message. It may be divided into two or three paragraphs depending on the content. Careful organisation of the material and clear concise writing are very important. This part of the letter is likely to be read often by different persons who need to act on the information. Important instructions, facts and figures, details of proposal and so on are contained in this part of the letter. CU IDOL SELF LEARNING MATERIAL (SLM)

180 English Language and Lab It may include bulleted or numbered lists, tables, a series of questions, or narration as needed for conveying the main message. 10.3.3 Closing Sentence The last sentence of a letter has two functions: (i) to tell what is the next action to be taken and who is to take it, the writer or the reader; and (ii) to win a favourable response for whatever has been said in the letter. If the matter has been finally settled, and no further action or communication is needed, a goodwill message is a suitable ending. If the writer is to take the next action, the letter may end:
Our representative will visit you on the 15th at 10 a.m.
We shall let you know the result as soon as the test is completed. If the reader is to take the next action, the letter may end:
Please sign and return the enclosed card.
We are expecting your cheque for ` 40,000/- within a week.
May we request you to send us your cheque this week? In letters that try to persuade the reader, the last sentence should be strong and confident:
We are sure you will take advantage of this offer and place your order before the 9th
May I come in for a personal interview this week on a day convenient to you? A persuasive and convincing argument can be spoilt by a weak ending like: “We hope you will see the point” or “We trust the matter is now clear.” A confident and lively ending has a better chance of getting action. In the final letter related to an issue, after which there will be no further correspondence on the topic, the last sentence conveys a friendly goodwill message:
We wish you all success in your new business venture.
We sincerely regret the inconvenience that was caused to you.
We shall be happy to give you any help which you may need from us at any time. CU IDOL SELF LEARNING MATERIAL (SLM)

Business Letters 181
Thank you once again for the help you gave us in this matter.
We do hope we shall have occasion to be working together again. The last sentence leaves the final impression on the reader’s mind. It must have energy and active goodwill. It can be used to remind the reader about the last date for taking action or highlighting the advantage offered or for leaving a pleasant memory. Avoid weak closing sentences such as:
May we again express our appreciation for the deposit balance.
No doubt, this account is now receiving your attention and we await your remittance in early course for which we thank you in anticipation.
Hoping that the foregoing will meet with your approval.
We assure you of our best services at all times. They are almost meaningless; there is no pleasant thought or idea for the reader to remember. Clarity, goodwill, courtesy and self-respect are most important in the last paragraph. 10.4 Simple Business Letters Most business letters such as inquiries, orders and even complaints are now sent by email. Confidential letters related to credit and collection of debt, and sales letters accompanied by brochures and folders are sent by post. 10.4.1 Inquiry Letters Most information about products and prices is available on the internet. However, some specific inquiries may still be made by letters and email. To ask for information, you can begin directly with a question or request, or with an indication of the need:
Could you give us the following information?
Please send us the following information. CU IDOL SELF LEARNING MATERIAL (SLM)

182 English Language and Lab
We have been awarded a contract for the construction of a railway bridge across River XYZ. This river is prone to tidal waves. The work is to be completed in four years. We would appreciate receiving the following information from you. The middle paragraph contains the details of the requirement to enable the receiver to understand your needs. The ending sentence may be a direct request such as:
I would like to discuss this personally, and request you to meet me in my office at 10.30 a.m. this Friday. The following letters illustrate these points. ---------------------------------------------------------------------------------------------------------------------- Dear Sirs, During a recent Trade Fair held here, I saw some samples of your new granite tiles for flooring. I would like to make use of them for the interiors I am designing for a new housing complex. Please give me the following information: 1. In what sizes, colours and designs can you supply the tiles? 2. Are the tiles likely to be affected by rising moisture? 3. Is any special processing of the under-flooring required? I would appreciate it if you could send me answers to these questions by Friday, the 17th. Yours truly, ---------------------------------------------------------------------------------------------------------------------- Dear Sir, We are opening a school in New Panvel, with 36 classrooms and will be buying a large number of desks and chairs. Please send us your catalogue of moulded plastic school furniture. The school has to be fully equipped by the end of May, and we will expect supplies to reach us by 15 May. CU IDOL SELF LEARNING MATERIAL (SLM)

Business Letters 183 If you can supply suitable products, we may place further orders as we will be expanding some of our other schools and also setting up new ones in other parts of the State. Please send your catalogue and brochure to Ramesh Batra in our Purchase Department. Yours truly, ---------------------------------------------------------------------------------------------------------------------- If you are asking about the price for a very specific requirement, mention all details of your requirements. If it is for a service like painting, renovation, air conditioning or any installation, ask for a representative to visit you to discuss the details. ---------------------------------------------------------------------------------------------------------------------- Dear Sirs, The dining room and the conference room of our hotel are to be redecorated. We invite you to submit designs and estimates for carrying out the work. The building is on M.G. Road, Alkapuri, and is about 20 years old. The area of the rooms is 15 × 20 × 10 meters and 20 × 30 × 10 meters. Air conditioning is to be installed in both rooms. Please send your representative to inspect the rooms and discuss the matter personally. Please call us to fix an appointment for your representative’s visit. Yours truly, ---------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------------------------- Dear Sirs, We have obtained a franchise for Sunshine Healthfoods, Indonesia, and will soon be starting production of various sweets and confectionery. Besides using exotic flavours from South-east Asia, we intend to present some of their traditional items with Indian flavours and colours for export to other countries. We invite you to send us your quotation for your range of food colours and flavours of the very best quality. Please also send the full range of samples. CU IDOL SELF LEARNING MATERIAL (SLM)

184 English Language and Lab If you can supply suitable products and can keep to the required delivery schedule, we shall be placing large orders constantly, and are expecting a competitive quotation. ---------------------------------------------------------------------------------------------------------------------- Reply to Inquiry Always reply promptly to an enquiry. Use persuasive skill and good judgement in giving information and make every effort to work it up to an order. Here are some examples. ---------------------------------------------------------------------------------------------------------------------- Dear Sir, Thank you for your inquiry about our moulded plastic chairs and desks. We have enclosed our catalogue and brochure. You will find models shown on pages 3-4 particularly suitable for schools. They are available in several sizes, so as to be suitable for children of different age groups. We have supplied these chairs and desks to many schools, both in Chandigarh and in small towns around Chandigarh. The schools have found them highly satisfactory as they require very little maintenance and are easy to clean. Their pleasant appearance adds to the attractiveness of the classroom. The variety of colours in which they are available gives you an added advantage. We shall be very happy to discuss your requirements personally. Please call us at any of the numbers given above for an appointment for our representative to meet you. Yours truly, ---------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------------------------- Dear Mr. Keni, We are happy to learn that your customers have shown interest in handmade paper for cards. We have dispatched separately, a set of samples showing our complete range, especially suitable for exclusive invitation cards and visiting cards. CU IDOL SELF LEARNING MATERIAL (SLM)

Business Letters 185 For the high-end market, we suggest sample number 7 which is available in several shades and is excellent for colour printing. The subtle sheen and rich texture of the paper gives it an expensive look although its price is not much more than that of the other qualities. A special feature of this paper is that a touch of fragrance can be added to it. The enclosed price list includes our terms of trade. Please call Tel. No. 555555 for any queries. We would be happy to send our representative to discuss details of your requirements. Yours sincerely, ---------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------------------------- Dear Mr. Paul, Thank you for your enquiry of 4 March. Our representative Mr. Acharya will be visiting you on Friday morning after calling you for an appointment. Meanwhile, we are sending you a colour card for wall painting and some photographs of rooms decorated in different colours and designs. A study of these will help you to form some ideas of what you might like to have. Mr Acharya, who is an architect, will also bring additional designs and discuss your requirements in detail. We look forward to a pleasant and mutually beneficial relationship. Yours sincerely, ---------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------------------------- Sir, We are happy to learn that you have obtained a franchise for Indonesian Health Foods and we welcome the opportunity you have given us to introduce some of our products to you. As you have requested, we have sent you samples of the complete range of our food colours and flavour concentrates. These products are exported to various Asian and European countries and are used by highly reputed hotels like Hyatt and Regent in India. CU IDOL SELF LEARNING MATERIAL (SLM)

186 English Language and Lab The enclosed price list will show you that our prices are competitive. We give 10% discount on orders of ` 1000,000 and more, and 2% cash discount for payment in cash within 7 days of the date of the bill. All deliveries within the city are free, and made within 48 hours of receiving the order. An order form is enclosed for your convenience. We are looking forward to the beginning of a pleasant business relationship with you. Yours faithfully, ---------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------------------------- Dear Sirs, Thank you for your letter of the 13th, asking for a quotation for the supply of 300 units of IFB microwave ovens. Our price list is enclosed. We give a discount of 7% on all orders of 1000 units and above, and deliver goods carriage paid within the city. Please note that this offer is firm only till 30 September. The demand for microwave ovens has gone up considerably, and the production cannot keep pace with the added demand just before Diwali festival. As your order is large, we shall hold the goods at your disposal for 5 days. We urge you to take advantage of this offer and send us your order by 30 September. Yours truly, ---------------------------------------------------------------------------------------------------------------------- 10.4.2 Orders Orders are routine letters and their effectiveness depends on the accuracy of the details. Most of the contents of an order can be tabulated. Replies to orders are opportunities to build up goodwill and relationship with customers. CU IDOL SELF LEARNING MATERIAL (SLM)

Business Letters 187 Before placing an order, get all the details of what you want to buy. Group the details under headings. You need to be clear about:
Product specifications and quantity
Packing (cans/bottles/cartons/size of pack, etc.)
Delivery (place and desired date)
Settlement of account (agreed price, discount, payment mode) An order usually follows some previous correspondence related to agreement of the terms of sale. The order letter begins with a reference to the agreement. For example, Seller’s samples/ quotation have been approved, a bargain has been concluded and Buyer is willing to try an offered substitute. The opening and the ending will vary accordingly. Here are some examples of opening sentences:
Your quotation for ... has been approved and we are pleased to place an order for the following:
Thank you for your quotation for .... We are glad to place a trial order with you as follows:
We have tested your samples of ... and found that Sample No. 099 suits our requirements.
We understand that it is not possible for you to give us export packing without charging extra, but we are willing to take a trial lot of your Milk Powder tins.
Thank you for agreeing to give us special packing at no extra charge. We are happy to place the following order with you.
We are willing to try the A1 disinfectant cleaning fluid which you have offered instead of Yellow Bond phenyl we had asked for. The following are examples of ending sentences:
We expect that your goods will be of the same high standard as the sample which has led us to place this order. CU IDOL SELF LEARNING MATERIAL (SLM)

188 English Language and Lab
It is essential that goods supplied should be of the same quality as the selected sample and we reserve the right to reject goods which do not tally with the sample.
We assure you that a large amount of business will follow if the trial order is found satisfactory.
We hope to find your goods and services of a high standard to justify our placing orders with you.
We shall ask for further supplies if we find it suitable for our requirements.
We hope to find everything satisfactory and are looking forward to placing frequent orders with you. The following letters are illustrative examples: ----------------------------------------------------------------------------------------------------------- Dear Sirs, We have tested your samples of adhesive paste and found that No. 27 is suitable for our requirements. We are glad to place an order for 500 large tins of this paste. Please deliver the tins at our factory at Andheri. Our cheque for ` --- in advance payment and our Sales Tax declaration form are enclosed. The material supplied should be of the same quality as the sample and we reserve the right to reject material of any other quality. Yours truly, ---------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------------------------- Dear Sirs, We confirm our order for 5000 sheets of A4 size bond paper placed by telephone this morning. CU IDOL SELF LEARNING MATERIAL (SLM)

Business Letters 189 Enclosed is our cheque for ` --- as advance payment. Please deliver the package on the 16th at our address given above. The balance of ` --- will be paid after delivery. We shall be placing similar orders with you if we find that your products and services are of a high quality. Yours truly, ---------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------------------------- Sir, We are willing to try the range of A1 disinfectant cleaning fluids which you have suggested instead of the Yellow Bond phenyl we had asked for. Please send a trial lot of 1 tin of 200 litres each of all the A1 disinfectant products, suitable for hospital use, to our address given above. We shall consider placing an annual contract for the supply of the products if the quality is suitable for our requirements. Yours truly, ---------------------------------------------------------------------------------------------------------------------- The following is an example of an order placed on a form, with a covering letter. ---------------------------------------------------------------------------------------------------------------------- Blue Moon Hotel Borivli Mumbai Order No. 126 3 August, 20— Century Mills Ltd. CU IDOL SELF LEARNING MATERIAL (SLM)

190 English Language and Lab Rambaug Bangalore Please supply the following to the address given above: Quantity Item Catalogue Number Unit Price 50 Bedsheets – white (120 cms) 96 `. 250 50 Bedsheets – blue (100 cms) 89 `. 300 100 Pillow covers – white 42 `. 40 100 Pillow covers – blue 45 `. 50 100 Bath towels – green 67 `. 150 200 Hand towels – green 69 `. 40 (Signed) N.L. Rao For Blue Moon Hotel ---------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------------------------- Dear Sirs, We are happy to enclose our order number 126 for 6 items. As we need all these items urgently, please deliver them within a week. We understand that you will give us a discount of 7% on the total and a 2% cash discount if we make cash payment within seven days of delivery. Yours truly, ---------------------------------------------------------------------------------------------------------------------- CU IDOL SELF LEARNING MATERIAL (SLM)

Business Letters 191 ---------------------------------------------------------------------------------------------------------------------- Dear Sirs, We are happy to enclose our order number 126 for 6 items. As we need all these items urgently, please deliver them within a week. We understand that you will give us a discount of 7% on the total and a 2% cash discount if we make cash payment within seven days of delivery. Yours truly, ---------------------------------------------------------------------------------------------------------------------- Replies to Orders An order must be acknowledged as soon as it is received. The acknowledgement is a confirmation of the terms and can also be used to build and maintain good relationships with customers. Assure the customer that every attention has been paid to the order, and that future orders will receive the same careful attention. The letter includes: 1. Name and quantity of goods dispatched or being dispatched 2. Date of shipment and expected date of receipt or the date of delivery of goods 3. Mode of transport, and place of delivery 4. Mode of payment and reference to enclosed bill Here are some examples: ---------------------------------------------------------------------------------------------------------------------- Dear Sirs, Thank you for the cheque of ` — in advance payment for the supply of A4 bond paper. As agreed, we shall deliver your order for 5000 sheets to your address on the 16th. We assure you that our products and services will come up to your expectations and look forward to a pleasant business relationship. Yours truly, ---------------------------------------------------------------------------------------------------------------------- CU IDOL SELF LEARNING MATERIAL (SLM)

192 English Language and Lab ---------------------------------------------------------------------------------------------------------------------- Dear Sirs, Thank you for your order for our range of A1 disinfectants. We welcome you as our customer. We have dispatched the following goods by our van today: Disinfectant floor cleaner concentrate 10 litre can 4 Disinfectant toilet cleaner 10 litre can 6 Disinfectant cleaner for trays, bedpans 10 litre can 6 Germicidal liquid soap 10 litre can 6 Germicidal cleaning fluid for kitchen 10 litre can 6 Our bill for ` --- is sent with the goods. Payment in cash within 7 days of delivery entitles you to 2% discount. We are sure you will find the quality of our products highly satisfactory and are looking forward to a pleasant working relationship. Yours truly, ---------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------------------------- Dear Ms Sibal, I am happy to receive your order of 15 May for 500 schoolbags, and welcome you as our customer. I confirm that the goods will be supplied on 31 May, at the prices mentioned in your letter. I am sure you will find that the school bags will be popular with your customers and will sell rapidly. We manufacture a wide range of bags including sports bags and shopping bags as the enclosed catalogue shows. We can also make bags according to your specifications. I am looking forward to a happy and mutually profitable business relationship with you. CU IDOL SELF LEARNING MATERIAL (SLM)

Business Letters 193 Sincerely, Geeta Kaul ---------------------------------------------------------------------------------------------------------------------- 10.4.3 Sales Letters A sales letter is totally unanticipated by the reader. It is an intrusion, and resistance is likely to be very strong. The reader could be completely disinclined to read it. Writing a good sales letter requires a flair for writing, good command of the language, lively imagination and ability to turn out interesting words and phrases. Before beginning to write, be well-prepared on the following: (i) know your audience [big and general or small and focused?]; (ii) know every detail of your product/service and its benefit to user; (iii) decide on most important point and how to keep the letter short [a resisting reader does not want to read a long letter]; and (iv) decide on the central appeal to make. Sales letters are persuasive letters that try to influence the reader’s attitude and decision- making, and convince the reader to take a certain action. The challenge of persuasive writing is to overcome the reader’s resistance and get the person to take the proposed action. The reader is likely to be inattentive, unwilling, or even afraid and uncomfortable. The writer needs the skills to understand the reader’s feelings, needs and desires, and find ways to win cooperation and agreement. The writer’s temperament and attitude must be suitable to the task. An aggressive writer might make the reader more uncomfortable and unwilling to engage with the message. The writer needs soft skills to be helpful, trustworthy and to win confidence. The message must be credible and constructive. The writing style must be concise, honest and showing concern for the reader. You need to know a few simple things about human nature: (a) When we come upon some new information, we always ask, “What is in it for me?” If we find something that will benefit us, we pay attention; if not, our mind wanders away. CU IDOL SELF LEARNING MATERIAL (SLM)

194 English Language and Lab (b) We are more likely to do something and take action if we can see what benefit or reward we will get for doing it. (c) We feel a greater desire to have something which is scarce and not easily available. (d) If someone tells us to take a decision, we try to postpone it; and once we postpone it, we forget about it and might drop it completely. Keeping these four common human traits in mind, you must organise your points in such a way that you gently overcome the resistance and guide the reader towards taking action. The organising pattern for a sales letter is: (a) Attract/focus reader’s attention (b) Create interest and desire (c) Win reader’s confidence by meeting possible objections (d) Induce prompt action by making it easy to take the first step and by offering incentive Use an unusual sentence to grab and focus attention, such as a question or a command, a conditional sentence or an incomplete sentence. It should say something immediately concerning the reader’s needs. Creating interest and desire should take only one paragraph. Two things that really stimulate people are hope of gain and fear of loss. Describe the benefits of your product/service in terms of gain, and avoiding loss. You need to draw positive response of liking from the reader; avoid creating a negative response of dislike or resentment. Appealing to human desires and positive feelings is better than appealing to negative emotions of fear or guilt. In order to win confidence for your product/service, give facts related to its success, such as volume of sales, awards, ISO certification, etc. Induce action by offering discount or other incentive for limited period of time. Here is an example of a sales letter: CU IDOL SELF LEARNING MATERIAL (SLM)