Business Writing

Essentials
SPEAKER:

Tony Gamboa Cajilig, M.A.

- Former Chairperson , English Department of International School Manila

- Former Dean of studies , De Paul College
- Taught at De La Salle University
- MA in Literature , De Paul University , Chicago , Illinois and University of Santo Tomas
- BA Major in Philosophy , Minor in English , St. Mary’s College in Missouri

Course Description:

This one-day seminar-workshop provides professionals with the knowledge and skills to
compose , refine and edit business correspondences that are clear and easy to read while
complying with the formalities required in a business environment. It provides the tools needed
in organizing the message and expressing it concisely. Learn about planning correspondence ,
considering the needs and expectations of the reader , establishing the aim and purpose of
communication, formatting , editing , syntax , and proofreading. This course is suitable fro
professionals who are required to produce high-quality correspondence.

Key Objectives:

By the end of course , participants are expected to have:

 Reviewed the basic rules that govern English grammar

 Become aware of common grammatical errors to avoid
 Understood the principles of effective writing
 Appreciated the standard formalities and mechanics of business correspondence
 Worked on an effective business writing style for specific purposes.

Program of Activities:

9:00-10:00 Diagnostic Test 3:00-3:15 Break

10:00:10:30 Discussion on Diagnostic Test 3:15-4:00 The Power Business

Memo/ Letter
10:30:10:45 Break Format and Mechanics
Writing to Persuade
10:45-12:00 Principles of Effective Writing 4:00-4:45 Workshop: Writing the Memo
Standards of Business Writing

12:00:1:00 Lunch 4:45-5:30 Group/Peer Evaluation

Coaching by Trainer
1:00-2:00 The Business Letter 5:30-6:00 Synthesis and Wrap-up
 Common Types
 Format and Mechanics
 Developing Content
 Organizing the Letter
 Developing an Effective Style
 Achieving your Purpose
2:00-3:00 Critiquing Sample Business Letters
Review of English Grammar
Sentence Construction and Subject-Verb Agreement
A correct sentence has a subject and a main verb, and expresses a complete thought.

The Rules:
 The Verb agrees with the Subject in number (singular or plural and in person (first ,
second , third)
Ex: I am …., John is …. , The students are ….

 If the subject is a noun phrase , the main noun determines the number.
Ex: The noises from the street are annoying.

 Clauses and Gerunds (verbs ending in – ing) are considered singular.

Ex: Whether Filipinos are Lazy or not is subject to debate.
Working the night hours is difficult for anybody.

 And , Each and Every , or and nor

a. And makes the subject plural except when the two are viewed as a unit.
Ex: Tom and Jerry are brothers.
Ham and eggs is my favorite breakfast.
But: Ham and eggs are high in cholesterol.

b. Each and Every take a singular verb:

Ex: Each student has to show an ID.
Every passenger is responsible for his own luggage.

c. Either … or , Neither … nor: The verb agrees with the phrase closest to it.
Ex: Two essays or one story is required for the competition.
One story or two essays are required for the competition.
Neither Jose nor his brothers are in school today.
The parents nor the brother knows about the accident.

 With , together with , as well as , etc.: Locate the true subject.

Ex: The teacher , as well as the students , was enjoying the picnic.
The students , as well as the teacher , were enjoying the picnic.

 None may be considered singular , meaning not one , or it may be considered plural ,
meaning not any.
Ex: None of the records was broken.
None of the employees wore their I.D. cards.
Sentence Fragments and Run-on Sentences

 Remember that a sentence must have a subject and main verb , and must express a
complete thought. If any of these is missing. It is an incomplete sentence or a Sentence
Fragment.

Fragment: As I was walking down the street. (Not a complete thought.)

An experienced hunter with a great deal of knowledge about the sport.
(There is a subject but no main verb.)

 A Run-On Sentence is two or more sentences written as though were one. Two
complete sentences cannot be joined by a comma alone.

Run-on: The sky darkened the rain began to fall.

The sky darkened , the rain began to fall.
I can’t talk to you now. I have a thousand things to do.

 Four Ways to correct a run- on sentence:

1. Rewrite them as two separate sentences ending with a period.
The sky darkened. The rain began to fall.

2. Combine related ideas by using a comma and a connecting , such as and , or , but ,
for , so.
The sky is darkened , and the rain began to fall.

3. Combine related ideas with a semicolon.

The sky darkened ; the rain began to fall.

4. Combine related ideas with a semicolon and a conjunctive adverb , such as

however, nevertheless , or therefore.
The sky darkened; then , the rain began to fall.

The articles A or An and The

Here are the basic rules:

 a = indefinite article (not a specific object , one of a number of the same objects) with
consonants
Eric has a dog.
Gregory works in a factory.

 an = indefinite article (not a specific object , one of a number of the same objects) with
vowels ( a, e, i, o , u)
Can I have an apple.
Donata is an English teacher.

 the = definite article (a specific object that both the person speaking and the listener
know)
The car over there is fast.
The teacher is very good, isn’t he?
  The first time you speak of something use “a or an” , the next time you repeat that object
use “the”
I live in a house. The house is quite old and has two bedrooms.
I ate in a Vietnamese restaurant. The restaurant was not very clean.

 DO NOT use an article with countries , states , counties or provinces , lakes and
mountains except when the country is a collection of states such as “The United States”
My uncle lives in Cumbria near Lake Windermere.
They live in Bristol.

 Use an article with bodies of water , oceans and seas.

I live on a small island in the Baltic sea.

 DO NOT use an article when you are speaking about things in general.
I like Indian tea.
Simon likes reading books about linguistics.

 DO NOT use an article when you are speaking about meals , places , and transport.
He has breakfast at home.
I go to college.
Magda comes to work by taxi.

PREPOSITIONS
Small words , very often used, the so-called “workhorses of language”
Prepositions indicate relationship (time, space , direction, possession, cause) between two
words in a phrase or sentence:
Prepositions present one of the hardest aspects of English for Filipinos to master.
Filipino has only a few prepositions (sa, ng , kay , para, tungkol) while English has around 150.

Sentences using “sa”:

Sa akin ang sulat na iyan – That letter is for me.
Takot siya sa aso – She is afraid of dogs.
Kami’y nakatira sa number 9 na bahay – We live at House No. 9.
Ilagay ang libro sa mesa – Put the book on the table.
Pumasok siya sa kwarto – He went into the room.
Nagpapalamig lang sila sa mall – They are cooling off in or inside the mall.
Tumalon siya sa pader – He leaped over the wall.
Isang anghel na nahulog sa langit – An angel who fell from heaven.
May taong nakasandal sa pader – There is a man leaning against the wall.
Pumunta sila sa bangko – They went to the bank.
Galing siya sa palengke – He comes from the market.
Dumaan ang daga sa butas – The rat went through the hole.
Mabuhay sa katotohanan – To live by the truth.

May I dance with you?

Many verbs take on a different meaning , depending on the preposition.

“Take” (dictionary)
take after – to resemble in features and character.
take apart – disassemble
take back – withdraw
take down – pull to pieces, write
take in – give shelter , make smaller , attend , receive by sight
take off – remove , depart , get in time from work
take on – undertake , contend with opponent , assume or acquire
take out – eliminate , vent
take over – assume control or possession.
take to – go to , resort to.
take up – pick up , enter upon , occupy (time)

The correct use of prepositions can only be learned through observation and memory.

“I fil relaxing. U know , its bonus 2 me frm God.

We celebrate ol Piliino piol wid vctory. All I say is thnks 4 d God , to ol ur support wid us.”

Principles of Effective Writing

The Principle of Unity

 focus on one main idea of purpose
 answer the question why in one sentence
 keep a consistent tone

The Principle of Coherence

Clear and logical organization
Smooth flow from sentence to sentence , paragraph to paragraph.
Use of transitional words and phrases: first , second , lastly , moreover as a result , to sum up ,
etc.

The Principle of Emphasis

 through language used: > by position: beginning, middle, end

Phrases: “ more important,” “primary,” > by proportion
“major” > by reiteration
Active and Passive Voice > by inversion
Putting it in one short sentence > visual means

Principle of Conciseness
get to the point avoid triteness(clichés) and pretentiousness
avoid wordiness avoid needless repetition
 Wordiness , Triteness , Pretentiousness
Outmoded Preferred
As per our conversation will you please attend As a agreed , please see to it that all test
to the transfer of special markings to all merchandise is marked and sent to me.
preliminary test merchandise and forward it to
the undersigned.
Enclosed herewith is our check in the amount Enclosed is our check is P12, 000
of P12, 000.
The undersigned would appreciate any I will appreciate any guidelines you may have.
guidelines you may have available for us.
We are much obliged for the kind attention you Thank you for attending to our letter.
have given to our letter.
We are in receipt of your letter dated July 1, We have received your letter of July 1 , 2006
2006
I would greatly appreciate your sending me I would like to have your recommendations by
your recommendation as soon as possible. Friday, Feb. 16
Utilize Use
Per diem A day
Per annum A year
Remuneration Pay
Along the line of Like
Are if the opinion that Think that
At a later date Later
Based on the fact that Because
Exhibit a tendency to Tend to
With the exception of Except
Prior to before
Standards of Business Writing

Why write?
Documents can serve as contract.
Facts and ideas are recorded permanently.
We don’t have to rely on memory.
The same message can be sent to many persons.

Awareness of the big picture

 Business writing is sharing ideas. You write so that your readers will understand you and
what they must do. Promote goodwill.
 Keep in mind the world does not resolve around us. Others have their own concerns
too.
 Your writing has real-world impact. It affects your reader , your organization, and
yourself.
 Be aware of your company’s values and traditions and those of your client.

Today’s business culture requires

 Courtesy , Sincerity and Honesty in communication.

 Respect for all sectors: use non-discriminatory language; avoid sexist phrases and
expressions that show bias towards race , ethnicity , religion , disability (e.g., chairman ,
girl Friday , stewardess, male nurse , lady lawyer , mentally retarded , handicapped, etc.)

Awareness of Audience
Whom are you writing to? Can you describe them ?
What is their position? What is your relationship with them?
What do they already know about this subject?
Can you determine what their reaction to your letter will be ?
Have you used language that they will understand ?

Audience determines level of language to use:

1) Informal , conversational:
Got your data , Mike. Thanks a lot.
2) Semi-formal:
We’ve received the data you sent.
Thank you very much.
3) Formal:
We hereby gratefully acknowledge the data that you sent us.
Organizing the Letter: Two Different Structures
Consider the following two drafts.

Draft #1

Our fleet of delivery vans was bought two years ago from Nissan. The vehicles had an excellent

maintenance record during the first two years of operation , with an average cost of P1 per

kilometer driven. The out-of-service time averaged 1.7 days per month. However , during the

past year , both maintenance costs and out-of-service time have doubled. This has delayed

some deliveries and required us to hire a part-time mechanic to help out with maintenance. I

recommend a feasibility study to replace the vehicle within the next six months.

Draft #2

I recommend that we purchase a new fleet delivery vans within the next six month. A feasibility

study to determine the best replacement should be undertaken immediately. The current

condition of the fleet has resulted in delays , and we have had to hire a part-time mechanic to

take care of maintenance. Maintenance costs have jumped up, from P1 per kilometer to double

that, and out-of-service time has increased from 1.7 days per month to 3.5 days. The vehicles

were purchase two years ago form Nissan.

 What is the difference in organization between the two drafts?

 Which organization is better suited for a business letter?

Four Touchstones of Good Business Writing
Empathy, Persuasion , Appropriate Tone, Service Perspective

 Empathy means to care about someone’s feelings or ideas. A well written business
letter will convey the feeling that the writer does care about the reader and is genuinely
interested in working together to solve a problem or discuss a concept.

To write a good letter, put yourself in the reader’s shoes and try to anticipate the reader’s
reaction to you comments. By doing this, you are likely to choose more appropriate
words and use the correct tone.

 Persuasion implies that every business letter is to some degree a sales letter because
you are usually requesting a response or a course of action. Therefore , the following
principles of persuasion will help you compose an efficient and effective letter.
 plan according to the reader’s reaction.
 Write with the “you” attitude – the state of mind where you always
emphasize the benefits to the reader and subordinate your interest. This
can be accomplish by using the words “you” and “your” oftern
 Write positively and with confidence.

 Appropriate Tone is the right attitude toward your reader and the subject matter of
what you are writing. Many times it is not what you say in business letter but how you
say it that matters more. It lessening the chances that you requests and comments will
be respected.

You can avoid making mistakes with tone by using the following techniques:

 Avoid the “I” attitude by putting more emphasis on the reader than on
your self. (Doesn’t mean you can’t use “I”)
 Avoid extreme cases of humility , modesty , flattery , arrogance or
combativeness.
 Avoid condescension.
 Avoid preaching your ideas.

 The Service Perspective shows that an organization’s concern extends beyond the
purely profit objectives. Readers appreciate a genuine desire on the part of the company
to cater to their needs.
The Business Letter
Common types: Job Application , Request , Inquiry , Information , Follow-up , Complaint , Bad
News , Thank you, Sales.

Form of the Business

A Letter must be professional and look professional- neatly typed or printed on

good-quality paper. ( see the guidelines below)

Semi-Block Full block

Letter-Writing Guidelines

 Use a consistent style: semi-block or full block.

 Use a print size and typestyle that make reading easy.
 Use margins left and right from 1 to 1.5 inches.
 Center the letter vertically (top to bottom) on the page , leaving margins of 1 to 1.5
inches , or more.
 Present your information completely yet concisely.
 Savannah Chamber of Commerce
Parts of Business Letter Heading 106 E. Bay Rd.
Savannah GA S14041892
October 19, 1995
The heading gives the writer’s complete address, Four to Seven Spaces
either in the letterhead (company stationery) or Mr. Charlotte Williams , Manager
typed out , plus the date. Inside Address Belles Letter Books
The Delta Mall
Savannah GA S14041892
Double Space
The inside address gives the reader’s name
and address. Dear Ms. Williams
Salutation Double Space
o If you’re not sure which person to address
or how to spell someone’s name , you Welcome to the Savannah business
could call the company for the information. community. As the Chamber’s
executive director, I’d like to thank
you for opening your store in Delta
o If the person’s title is a single word, place it Mall.
After the name and a comma. A longer Belles Letter is a welcome addition to the
Title goes on a separate line. town’s economy especially with the
store’s emphasis on southern authors.
I wash you success. For this reason. I
The salutation begins with Dear and ends with a colon, encourage you to join the chamber
not a comma. of Commerce. Membership gives you a
o Use Mr. or Ms. Plus the person’s last name voice in your community’s development
and access to promotional materials. I’ve
unless you are well acquainted. Do not guess Body enclosed a brochure about our
at Miss or Mrs. organization.

If you decide to join. I could set up a

o If you can’t get the person’s name , replace the ribbon cutting ceremony which would
provide some useful news coverage.
salutation with the Dear or Attention plus the Please call me at 944-0645 to discuss
title of an appropriate reader , such as Complimentary your membership.
Customer Service Department , Sales closing Double space
Yours sincerely,
Manager , or Personnel Manager.
(Examples: Dear Sales Manager: or Four spaces
Attention: Personnel Manager) _________
Ardith Lein
Signature

Initials Alink
Enclose End Membership brochure
Copies Cc: Peter Sanchez

The Body should consist of single-spaced paragraphs with double spacing between
paragraphs.

o If the body goes to a second page, put the reader’s name at the top left , the
number 2 in the center , and the date at the right margin.

For the complimentary closing, use Sincerely, Yours sincerely , or Yours truly followed by a
comma; use the Best wishes if you know the person well.

The signature includes both the writer’s handwritten and typed name.

o When someone types the letter for the winner , that person’s initials appear (in
lowercase) beside the writer’s initials (in capitals).
o If a document (brochure, form, copy , etc.) is enclosed with the letter, the word
Enclose or Encl. appears below the initials.
Developing Content

Know your purpose. Write it in one sentence.

E.g. “I want the staff to understand the urgency of the problem of tardiness and the need
to find a solution .
Use details: determine what facts, ideas, reasons, appeals etc. would support your
purpose and help accomplish it.
Look at it from the reader’s perspective (not yours): consider what they want or need to
know , what benefit they will gain.
E.g. tires that hug the road in wet conditions O feature) => less likely to have an accident
(benefit)
Anticipate what questions your reader may have and provide answers.

Traits of an Effective Style

Concreteness: Use specific words. Avoid vague generalizations.

Vitality: Write honestly. Present interesting information.
Originality: Avoid tired ideas and worn-out phrases. Try different ways of expressing an
idea.

Grace: Let the words flow smoothly and naturally.

Commitment: Believe in what you are writing.

Achieving your Purpose

Clearly state what action you wish the reader to take:
Call your office? Set up an appointment?
Fill out a form? Etc.
Make it easy
Offer free services , provide order blanks , stamped envelope.
Date the action if appropriate.

The Power Business Memo/Letter

Format of Memo
Writer’s Address
Date

To : Reader’s Name
Address
From:
Re:

Signature
Writing to Persuade:

The Reader’s Thinking Process

 I matter most
 What are the merits and implications of the case you make?
 How will it work?
 What to do?

Addressing the Process

 Start by demonstrating a focus on the reader.
 Present a balanced case
 Add in working details
 Show the reader why the decision you suggest is sensible.

Persuasion’s “Magic” Formula: Stress Benefits, not Features.

People don’t buy product or services; they buy these for what they do for or mean to
them
Examples: swimming pool, lap top
Benefits may be:
 Tangible or intangible
 Personal
 Corporate
 Important to people of concern

Two Suggested Strategies

1. USP (Unique Selling Proposition): something that makes your product unique ,
something your competitors do not have.

2. Appeal to Emotions: The need to be liked, to project the right image , to be recognized ,
to achieve , to feel safe, to be an individual – all these can trigger a response.

A Few Practical Reminders:

Keep it natural and personal.

Use letters/memos to generate leads , not necessarily sales.

Include testimonials.

Keep it simple.

Make the postscript (P.S) your friend

Allow plenty of white space.

Keep it to one page , if possible.

Sample Business Letters:

Super Toys Ltd

Chattisfied Road, NEWTON NE12 OLD
Tel No: 2567 591048 Fax No.: 2567 651987

21 March 200X

Miss Linda France

The toy Hamper
45 Church Street
NEWTON
NE4 9LP

Dear Miss France

TIMOTHY TEDDY BEAR

We are writing to tell you about our brand-new product which , we think , will revolutionize the
teddy bear world.

TIMOTHY TEDDY BEAR stands a full 30 cm high and is made of dark brown plush fur. He
talks , crawls and even cling to people. He operates via 4 AA size rechargeable batteries.

TIMOTHY TEDDY BEAR will normally be £7.50. why not try 20 or even 30 at this very special
price?

We know you will be please to hear that one of our representatives will call on you within the
next few days to show you TIMOTHY TEDDT BEAR in person. We are sure that you will be as
impressed as we are with this exciting new product.

Yours sincerely

Sue Chapman (Miss)

Management Trainee
Super Toys Ltd
Chattisfied Road, NEWTON NE12 OLD
Tel No: 2567 591048 Fax No.: 2567 651987

21 March 200X

The Manager
The toy Hamper
45 Church Street
NEWTON
NE4 9LP

Dear Sir

TIMOTHY TEDDY BEAR

We are writing to ask if you would like to buy some of our new bears. They are really good and
we have sold many.

Timothy Teddy Bear is 30 cm high and dark brown. He has an appealing face , and he talks,
crawls and clings to people – with a little help from his batteries.

Why not try 20 or 30 teddies to start with? You can have some more later if you like them.

Give me a ring and we will sort something out.

Yours faithfully

Chris Masters
Management Trainee
C. J. DOBSON PLUMBER
45 King Street
Brownchurch

Tel. 231906

The Manager
National Midland Bank
5 High Street
Brownchurch

Dear Sir

Are you trying to bankrupt me? Don’t you get enough out of me legally without trying to cheat
me as well?

For the last three months, my statements have shown interest charges for an overdraft,
together with a ‘service charge’ of £24 and ‘transaction charges’ of varying amounts. I was
overdrawn by £500 for a short period in May, so I charge. But I did not expect to be penalized
for the next three months. Do you realize that you have taken a total of £150 of my money –
and for all I know , my next statement will show a similar amount deducted.

This is not the kind of treatment I expect from my ‘friendly High Street bank’. You will please
credit my account with the excess you have taken, plus interest, immediately. If I do not receive
a corrected statement within a week, I shall take my account elsewhere and report you to the
Trading Standards Officer.

Your faithfully

Charles Dobson
To : Finance Department

From: Eric Cabarera

VP for Finance

Re: Department Meeting

It has come to my attention that attendance at the last department meeting was so poor
that no important decisions could be arrived at on some pressing issues. I also understand the
reason was a failure on the part of the some supervisors to release the announcement of the
meeting early enough for staff who had previous appointments to make other arrangements,
and the failure on the part of other supervisors to sufficiently impress upon their staff that his
meeting was particularly crucial. This has caused unnecessary delays in the implementation of
some critical policies affecting important clients.

I have instructed Mr. Raul Martinez to call another department meeting two weeks from
now. Please see to it that we have perfect attendance.
Philippine Book Company
51 OROQUIETA, STA. CRUZ , MANILA 2805 TELS. 711-58-29 & 711-58-30
TEXTBOOOK PUBLISHERS

July 18, 2006

Merriam & Webster Bookstore

N. Reyes Sr. Avenue
Morayta

Dear Sir:

We are glad you wish to carry our publications in your stores. We have extended to you
for your big orders a special discount of 30% and 30 days term same as National and Goodwill.

But we now found that your stores cannot maintain our policy on retail prices and thus
create problems for those selling our books. Some teachers and bookstores report that your
sales people sell our Speech and Drama at 36.00 a copy instead of P40.00 – our Workbooks at
P26.00 at P24.00 a copy. Our policy on sales have been disturbed. Perhaps this is due to the
big discount we extend to you plus our term payment.

We always strictly maintain our policy in book production, distribution and sales credibly,
hence , our publications are in demand always. Please observe our policy.

Very truly yours,

PHILIPPINE BOOK CO.

 February 24 , 2007

The General Manager

Philippine Book Company
851 Oroquieta, Sta. Cruz
Manila

Dear Sir:

I have learn from Fred A. Laoagan of Tabuk, Kalinga-Apayao that you are in need of
Field Representative of your Company. I wish to apply of that said position either in Cagayan or
Kalinga-Apayao territory.

I finished my Bachelor of Science Administration at Saint Paul University Tuguegarao,

Cagayan in 1983 with my major Accounting. I have been a part time Sales Representative of
Home Health Education Services at Tuguegarao branch during my studies since 1979 to 1982.
Presently I’m connected with Metro Graphic Arts Printing Press as a Business Representative
and to transact Business to any private or government agency or controlled corporation with
respect to printed matters.

For more information consider the following persons:

Sister Benjamin Ponce, spc, President
Saint Paul University
Tuguegarao , Cagayan

Roger Dayrit
Publishing Director of Home Health
Education Services

Francisco Pancho, Jr.

Business Manager of Metro Graphic Arts

I’m very willing to come in your good office upon receipt of your response to know more
details about the condition and policies

Very truly yours,

Carlito A. De Guzman
new era
PUBLICATIONS INTERNATIONAL ApS

27 July 2007

Dear Sir/Madam,

NEW ERA is proud to announce some of the dazzling national bestseller results from the
first half of 1988.

After topping the prestigious “New York Times” bestseller list in the No. 1 position earlier
this year, L. Ron Hubbard’s “DIANETICS: The Modern Science of Mental Health” has continued
to appear on this honored list for 25 weeks this years alone.

As evidence that “DIANETICS” is consistently maintaining its astonishing success as a

publishing phenomenon, Mr. Hubbard’s timeless self-help classic last week appeared on
“Publishers Weekly” bestseller list for the 96th consecutive week as a Trade Paperback
Bestseller.

In similar style, the UK paperback edition of Mr. Hubbard’s award winning science fiction
satire, “The invaders plan’ , released in May this year , captured the no.9 position on the UK’s
most prestigious bestseller list, “The Sunday Times”.

NEW ERA is in the business of making bestseller, and our experience is here to share
with you.

Right s are available for many languages. Feel free to contact me for any additional
information you may desire.

Best regards,

Worthington M. Adams, Jr.

Rights Director
red hot chili paper

Dear Sir/ Ma’am:

The RED HOT CHILI PAPER is an exclusive publication designed to enable entrepreneurs to
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houses. It’s no news , pure ads , full color advertising paper, circulating for free, reaching 47,000
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Instead of spending on countless flyers , expensive distribution fees and exerting much time and
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Reach the doorsteps of people with buying power at a far lesser cost by joining our 4 special
monthly editions:

- RED HOT CHILI PAPER: ORTIGAS EDITION (15,000 CIRCULATION)

- RED HOT CHILI PAPER: MAKATI EDITION (12,000 CIRCULATION)
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Allow us to become one of your marketing tools and experience the results of our commitment
to bring you maximum advertising mileage.

Please feel free to contact us:

Tel: 721-0083

Mobile: 0917-5279902

0921-9906384

Email: redhotchilipaperl@[Link]
BUILD YOUR BRAND , CUSTOMERS WILL COME Jan- Feb. 2007

You have a product. You know it’s good and consumers

stand to benefit from it. Now you just have to launch
it in the market. You’ll need people to notice and buy
this product. You need a brand.

 “I made that logo myself. While I was

wrapping something, I saw this stripped
wrapper, out it out, and then put the
logo of National in the middle.”

--- National Book Store , Socorro

Ramos, Owner

 “The first thing we did was to create our

brand essence – what it stood for and what  This January to
its main qualities were. February , Entrepreneur
Philippines shows you
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Critique of a Business Letter

 Which letter are you “critiquing”? Name of Writer: __________________________

 Is the main purpose clear? ____________________________________________
 What is it? _________________________________________________________
__________________________________________________________________
 Does the writer provide specific details to make his case convincing? Explain:
__________________________________________________________________
__________________________________________________________________
 Who is the intended reader? ___________________________________________
 Is the level of language acceptable in the business world? Explain briefly:
__________________________________________________________________
__________________________________________________________________
 Does the writer anticipate the reader’s questions?
__________________________________________________________________
 Do you find any mistakes in grammar and sentence construction? Point these out:
__________________________________________________________________
__________________________________________________________________
 Do you find any mistakes in spelling and punctuation? Point these out:
__________________________________________________________________
__________________________________________________________________
 What do you think would be the reader’s reaction to the letter?
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
 Do you think writer achieve the purpose of the letter? Why or why not?
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________

Critic’s Name : _________________________________

Writing the Business Letter/Memo

Your Name(s): __________________________________________________________

Prewriting:

 What are you writing about? _________________________________________

 Who is your intended reader? ________________________________________
 What is your purpose in writing this letter/memo? State it in one sentence:
________________________________________________________________
________________________________________________________________
 Give 2-4 details that will clarify and/or support your purpose:
1. _______________________________________________________
2. _______________________________________________________
3. _______________________________________________________
4. _______________________________________________________
 In view of your intended reader, what tone do you think you should use?
________________________________________________________________
 What strategy or strategies will you use in trying to persuade your reader?
________________________________________________________________

Drafting: Now Draft your Letter

_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________

Editing: After drafting, check your grammar , spelling and punctuation.