Before you begin to write a letter, you must determine the basic purpose for writing.  Letters can fall into six types:

• Requesting information or seeking routing action
• Providing information
• Acknowledging information
• Conveying negative information
• Demanding action
• Persuading

The first three types of letters (requesting information, providing information and acknowledging information) are letters in which the reader’s reaction to the message will be favourable or neutral.  The next two types of letters (conveying negative information and demanding action) are letters in which the reader’s reaction may be unfavourable.  Use the direct approach in the first three types of letters and the indirect approach in the others.

As you write, you want to keep the reader uppermost in your mind and attempt to put yourself in the place of the reader.  The approach, called the ‘you approach’, demands empathy (identification with and understanding of another’s situation, feelings, and motives) on the part of the writer.  You must place yourself in the reader’s shoes and try to understand the situation from the reader’s perspective.  If you are trying to sell a product or service, you must look at the benefits it will offer to the reader.  If you are trying to persuade someone to speak at a conference, you must highlight the contributions the proposed speaker can make – his or her unique gifts and skills.  When carrying out the ‘you approach’, adhere to two words of caution:  Be sincere.  Your goal is not to flatter the reader, but to see the situation from the reader’s point of view.  The ‘you approach’ is important when writing all types of letters.