Incorporate one (count it ...1...) idea in each paragraph.

Use plenty of action words, forget adverbs and adjectives, they're just there for decoration. It's nouns and verbs that get your message across. So don't wax lyrical about, "...the smooth, flowing lines of new Whizzo cleaner that make it glide like silk across your floors ..." Just tell us that, "Whizzo cleaners get job done fast."

People Appreciate Professionalism These people are your potential customers, people who are going to pay you money to help keep you in manner to which you have become accustomed, so don't insult them by sending out anything that isn't as perfect as you can make it. This means that you must proof read your letter, several times, before sending it out. You'd be amazed at just how easy it is to read what you meant to write, instead of what you've actually written. This is why it's also a good idea to have someone else read your letter before it goes out.

It's fine to be informal, in fact, it's better than corporate jargon that passes for language in many large companies, but this doesn't mean that you can be careless or sloppy. You still need to choose your words with care, so that message is clearly conveyed. It's also important to read your message aloud, to make sure it sounds right and that it flows easily.

Check for repetition in words and phrases, sometimes, repetition can be used effectively to emphasise certain key points, but repetition that is simply result of laziness is not good. The following example (from an article by Bill Gates) shows an effective use of repetition:

"If 1980s were about quality and 1990s were about reengineering, then 2000s will be about velocity. About how quickly nature of business will change. About how quickly business itself will be transacted. About how information access will alter lifestyle of consumers and their expectations of business."

This one is not effective:

"Whizzo cleaners are great and give a great finish to all surfaces. Give your whole house a great new look with Whizzo."

The final point to consider is timing of your message. Even though we live in a global village now and day is night and night is day, it's still possible to time when your prospects will receive your message. Studies have shown that people are most receptive to new messages mid-week, so aim to have your letter or e-mail arrive on Wednesday or Thursday.

NOT "... you failed to enclose your cheque ..."

BUT "Your goods are packed and ready for despatch. Immediately on receipt of your cheque, which apparently was overlooked in your original letter, we shall send them as requested."

Sometimes, it is just not possible to give customer what he / she wants; and in this case you must exercise extreme tact in wording of your letter.

The best way of refusing is as follows:

1. Begin with refusal - I know it's painful, but it's far better to let your customer know how things stand from very beginning.

2. Explain, in detail, why request had to be refused. This way, you have rest of your letter to try to set things right with your customer, and hopefully to end on a positive note (rather than hitting him / her with refusal at end).

Note:

expression of regret should sound sincere. "I am sorry... " sounds better than colder, "I regret to inform you "

point out all reasons for refusing request

soften blow by offering some small consideration. It might be a discount on next purchase; a voucher for a smaller item (a scarf, tie etc); a complimentary gizmo from another business (with whom you have a reciprocal arrangement); flowers; tickets to a film or whatever

Such 'sweeteners' are worth much more than their cost. Instead of a disgruntled customer, blackening your name, you'll have a happy person, willing to tell everyone her story's happy ending. Listeners will see your side and will say things like, " ...well, they didn't have to do anything really, but wasn't it nice of them?"

N.B. If spelling of words like "cheque" in this article worried you, please read this: http://www.write101.com/aus.htm