Chapter 10 — Business Correspondence
Source: Cleary, S. (2022). Communication: A Hands-on Approach (3rd ed.). Juta.
Chapter Objectives
Select the appropriate medium for your message – letter, e-mail, memorandum or
facsimile (fax).
Set out a letter, e-mail, memorandum or fax using an appropriate format.
Write business messages that cater for the needs of your readers – the audience.
Write a variety of business messages that fulfil their purposes.
Redraft examples of ineffective messages.
Know the difference between internal and external communication.
Decide on the appropriate form and layout of the business letter.
Use relevant terminology, the correct tone, style and language.
Write effective letters of enquiry, complaint and invitation and the appropriate replies.
Apply the bad news and good news strategies in the writing of letters.
Electronic Mail: The Role of Email in Business Communication
Widely used: Fast, low-cost, and reaches multiple recipients.
Supports attachments: Send diagrams, documents, and photos.
One-way medium: Requires careful tone and content.
Internal & external use: For teams, clients, and partners.
Templates: Branded emails with logos and contact details.
Professional Email Practices
Signatures: Include sender’s name, role, contact info, and organisation branding.
Internal use: Often replaces phone calls.
Tone & Style: Choose formal/consultative/colloquial based on audience.
Avoid slang, ‘txt-speak’, abbreviations, emojis.
Tip: Write as you speak, not as you chat.
Key Rule: Always consider your audience.
Guidelines for Using Email
Keep messages short – your audience must read on-screen or from a mobile device.
Keep to one topic – send another email if more than one topic is to be presented.
Use headings, numbering and bulleted points where appropriate – these aid
understanding.
Plan ahead – send emails in sufficient time to enable your audience to receive, consider
and respond to them. If the message is urgent, telephone or arrange to meet face to face.
Do not send angry messages – calm down first. Emotions are best dealt with face to face.
Do not use capital letters (they give the impression of shouting and are hard to read).
Assume nothing is private – your email might be forwarded to others.
Always read your emails three times before sending (content, tone, grammar).
Format of Emails
Automatic information: Sender’s name, email, date & time are added by software.
Your focus: Write a clear subject line and choose a suitable greeting and closing.
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Effective Email Subject Lines
Acts as a brief summary of the message.
Keep under 50 characters (5–7 words).
Be specific, concise, relevant, and meaningful.
Email Greeting and Closing
Greeting is your first connection with the reader.
Greeting and closing must match the tone and formality of the relationship.
What influences your choice of formality?
Relationship with the audience.
Their seniority relative to you.
Multiple recipients.
Organisation’s preferred style.
Possibility of forwarding to others.
Options: Dear Mr/Ms + surname → Yours sincerely; Dear Sir/Madam → Yours faithfully;
Best wishes (if familiar).
Organising Email Content
1. Good or Neutral News – Start with the main point, then give details (e.g. requests, info,
positive responses, invitations, thanks).
2. Bad News – Build up to the main point after explanation (e.g. refusals, price increases).
3. Persuasive Messages – Begin with reasons and evidence, then request action (e.g. sales
pitches, proposals).
Letters, Emails, Memorandums & Faxes
Choose the appropriate medium for your audience, purpose and message.
All are one-way communication (feedback delayed). Rarely a second chance.
Letters
Key means to keep in touch with customers; sometimes the only means.
Letterhead and paper quality help, but content, tone and style matter most.
Important letters are often drafted and revised before sending.
Increasingly sent as PDF attachments to prevent alterations.
Primarily used for external communication.
External Communication Letters
Sent to members of the public and other organisations.
Must make a good formal impression.
Business Messages
4. Direct plan – get to the point (good or neutral news).
5. Indirect plan – prepare the reader (bad news or persuasive).
Format of Letters
Information in designated spaces ensures correct delivery, reply, and topic clarity.
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Letter from Individual to Company
Sender’s address (right or left) and date.
Receiver’s address (left).
Salutation.
Subject line (heading).
Body of letter.
Complimentary close.
Signature and name.
Letter from Organisation or Company
Letterhead includes company’s name, logo, addresses, phone, email, website.
Receiver’s address, date, salutation, subject line, body, complimentary close, signature,
name, job title.
Salutations & Closings
Yours sincerely – when you know the person’s name.
Yours faithfully – when writing to Dear Sir/Madam.
Best wishes – informal, when you know them well.
Letter of Enquiry
Direct plan; clear subject; main idea upfront.
Supporting reasons & details.
Ending: action required, goodwill optional.
Reply to an Enquiry
Reply promptly; address all points.
Use company letterhead if applicable.
Include reference number if given.
Use the enquirer’s name in salutation and address.
Match subject line, acknowledge receipt.
Reply – Additional Points
Supply all requested info.
Answer in point form where useful.
Add any extra helpful info.
Build goodwill.
Reply – Refusal
Reply immediately, tactfully, using positive wording.
Offer alternatives where possible.
Use an indirect plan.
Exercise Example
Write a letter to Lime Time Tours, Emalahleni, enquiring about transport, food, and
accommodation for grade 12 learners attending TUT open day. Include dates, group size,
meals, accommodation, and budget.
Letter of Complaint
Should require action to solve a problem.
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Explain the problem (date, purchase, details).
State inconvenience objectively.
Avoid negative words (demand, worthless, dishonest).
State clearly what you want (adjustment, investigation).
Thank the reader for attention.
Letter of Invitation
Often to invite guest speaker (celebrity, community leader, business person).
Initial enquiries by phone; arrangements confirmed in writing.
Letter prevents misunderstandings and confirms details.
Contents of Invitation Letter
Reason for invitation – motivate, share experience.
Details of function – type, date, time, place.
Details of audience – age, background, number.
Details of speech – topic, duration, equipment.
Travel & accommodation, payment if any.
Request CV and photo if applicable.
Close with goodwill and appreciation.
The Sales Letter
Hard Sell
Use AIDA (Attention, Interest, Desire, Action).
Subject heading attracts attention.
Use reader’s name, trigger words (free, new, improved).
Ask questions, compliment or show concern.
Appeal to needs, show product benefits.
Provide clear contact for purchase.
Soft Sell
Used internally for proposals/ideas.
Still follows AIDA but neutral subject heading.
Respect reader’s feelings, focus on needs.
Present proposal objectively, politely request action.
Summary
Indirect plan used for bad news or persuasion.
Bad-news steps: neutral heading; thanks; reason; refusal/alternative; goodwill ending.
Persuasive AIDA steps: attention, interest, desire, action.
Always check accuracy, tone and professionalism before sending.
