Remember to Sell
In all things generally, but in all business writing especially, you must always sell. That means writing persuasively, no matter what the subject of the letter. Even a response to an inquiry can benefit or hurt your organization by presenting a favorable or unfavorable view of it. (Do not use those cold and stilted form letters of government agencies and many corporations that create that adverse image so many of us have of government agencies and major corporations.)
Do not be any more formal than circumstances and good taste dictate. Obviously you must address strangers and those you know only slightly by such titles as Mister, Madam, Colonel, and so forth. In the real business world, executives often address business letters to “Dear Bill” and sign them “Harry,” when they happen to be friends or business associates of long standing. However, before leaving this introduction and going on to present a few specific examples, let us have a brief look at planning, which is principally a system of outlining your material, once you have set your goal, although the importance of that preliminary step ought not to be minimized either.
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