How to Write Service Business Letters

Service businesses can use direct-mail correspondence to attract new customers.

With so many choices of services available, catching and keeping the attention of potential clients can seem daunting. In her book "Business Communication: Process and Product," author Mary Ellen Guffey states, "the most effective messages will gain attention, build interest, reduce resistance, and motivate action." There are a few basic strategies that will go a long way toward increasing the chances that your service business letter will be well received and draw in new customers.

Things You'll Need

• Computer
• Word Processing Software
• Style Guide

Instructions

Effective Writing Strategies

1. Prewriting is required to focus the purpose of a service business letter. Each potential customer can be considered a separate audience. Consider the response you want from the recipient of your letter, as this will allow you to pinpoint the best persuasive techniques to use.

2. Research the best ways to reach the audience. Looking at the websites of potential clients will reveal what is important to them, and this information can be integrated into the service business letter, personalizing your letter and motivating clients to try your services. Using short sentences and simple language will allow readers to easily understand the message of your letter.

3. Keep the introduction short and focus on catching the reader's attention. Include specific ways that the reader will benefit from using your service, ask a question that your letter will answer and provide quotes or anecdotes that engage readers by captivating their imagination, thus motivating them to continue reading.

4. Use the body of your letter to develop interest in your product. Review your research to determine the persuasive appeals -- such as logic, emotion and ethics -- that are likely to move your audience to consider choosing your service. Offer incentives such as free trials or warranties to decrease resistance to your offer. Include testimonials from satisfied customers and descriptions of awards won by your company to increase interest in your services.

5. Create easy ways that the recipient of your letter can take action. Include response cards and deadlines. Remind readers what's in it for them if they take advantage of the services you offer. Assure readers that their satisfaction is guaranteed. Postscripts can be irresistible, and placing the strongest selling point here can be extremely effective.

6. Revise to catch flaws in the text and appearance of your letter. According to the writers James Stroman, Kevin Wilson and Jennifer Wauson on the Microsoft Office website, "upon receiving a handsomely spaced, well-constructed, and well-organized letter, a customer unconsciously assumes it has come from an up-to-date, well-organized, and successful business." Proofread carefully to ensure the accuracy of mechanics, grammar, spelling and formatting. Ask coworkers to review the correctness of your text and the effectiveness of your message before sending your service business letter.

References

• "Business Communication: Process and Product"; Mary Ellen Guffey; 2003
• Microsoft Office: Write Effective Business Letters