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8. Circular Letters
Introduction: Sometimes, a business concern has to communicate same message to a large number of its customers
and suppliers. For this purpose, he uses Circular Letters letters that circulate the same message. Thus it is a kind of an announcement. They help to save money and time. The coverage is also large because the message is carried to a large number of persons.sThey are unsolicited and mass produced. So they should be persuasive in approach and style.

Usually a Circular letter is written on the following occasions:

Opening of a ne shop or a branch or e!pansion of the firm" Change in the address of the premises" #ntroducing a ne product" $rice reduction and clearance sale" #ncrease in prices" Obtaining an %gency" %dmission of a partner" &etirement or death of a partner" Change in the constitution of the firm" 'issolution or discontinuance of a business"

Features of Circular Letters:

a. Informative: % circular letter is essentially an information giving letter. #t has to be carefully planned. #n order to be effective, it should convey the information as clearly as possible.

b. Persuasive: %s this is unsolicited in nature, receiver may ignore it. The riter, therefore, has to be persuasive in his approach. For the purpose of sales promotion or announcing increase in prices, the style of presentation has to be tactful. The arguments given in favour of price increase or a ne product should be convincing. Then only the reader ill like to act. c. Attractive Presentation: %n attractive, attention(getting or e!citing opening is an important feature of a circular letter. #n this respect it is very similar to a sales letter. Therefore it is important to catch the reader)s interest in the very beginning.

d. 'You-attitude': #t is the predominant note of an effective circular letter. From the very beginning the second person )you) should be used in preference to impersonal e!pressions like )our customers), )our users), )everyone) etc. On the other hand the sender of the letter should convey an impression of genuine interest in the customer and gratitude for continued cooperation.

Disadvantage: %s circular letters are mass produced the very nature of duplication leads the reader to think that he is
not the only one to receive it. Thus any carelessness in circular is an adverse publicity. riting or duplication may produce mass irritation. So a bad

Examples
1. Circular letter for opening of a new branch/ Department THE GUPTA GARMENTS 1, Beautiful Road Attractive Nagar October *, +,,'ear Customer .e have come your city. /upta garments are a very popular name in readymade garments. .e have the appreciation of our customers in 'elhi and 0.$. usiness communication!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! "#$

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.e are glad to announce the opening of a ne branch in /ha1iabad for the convenience of our customers. Our ne branch is large and spacious and keeps all varieties of readymades. 2r 'inesh /upta, ho as ith our 'aryagan3 branch for t enty years and is himself a resident of /ha1iabad, ill be in charge of the ne branch. 4ou are invited to visit the branch shop on the opening day, October 56 at any time bet een 5, %.2. and 6 $.2. .e take this opportunity to thank you for your patronage and assure you the best possible services. +ints: ,For

cademic interest-

State the name and address of the ne branch in the letterhead.

/ive in brief the development of the business and its popularity at other places. 2ention the date and time of the inauguration of the ne branch. 'escribe the goods and services offered. #nvite the customers to the inauguration or 3ust to pay a visit to the branch 2ention any special displays that are being arranged for the opening eek. %# Change of usiness Premises GOO !"## TRA ERS October +,, +,,'ear customer .e 7%89 S7#FT9' from our old address at 5:-, /upta &oad, 'elhi to 5, %gar al 2ansion $rem ;agar ;e 'elhi O ing to steady gro th of our business it became necessary for us to move to large premises. Our old premises ere too small to accommodate our e!panding business our customers ere facing great inconvenience. Our ne premises are specious and easily accessible by road and rail ay. $arking facilities are ade<uate and our interior display is attractive. 4ou ill find shopping a great pleasure in our ne premises. .e have also added ne varieties to provide a complete range of goods. &emember our telephone number 5+*=->6 remains unchanged. .e re<uest you to overlook the inconvenience caused during the period of shifting. .e take this opportunity to thank you for patronage and hope to render even better service in the future. 4ours sincerely +ints: ,For

cademic Interest-

/ive the ne address in the beginning of the circular. 9!plain the e!pansion of business re<uiring more space not available in the old premises Stress the advantages of the ne location. Shifting to ne premises is to cause some delays and inconvenience to customers. 9!press regrets for the same 2ention the date from hich change ill be effective. State the change, if any in the telephone number. $oint out the additions, if any, made to the stocks. 9!press the gratitude for patronage and re<uest for similar cooperation in future.

&# Introducing 'ew Products PURE $OO S #T . 11, Ne%ru Place Ne& el%i

Circular (etters!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!"#%

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%ugust 5, +,,#"'( UP )OURS #"PS 'ear customer %s you kno , e have been bringing out ne varieties and products from time to time for our esteemed customers. .e are no happy to announce the introduction of TAST) *AMS Our 3ams are available in five different varieties and t o types of packs. These are the result of our painstaking efforts over t o years. Tasty ?ams are very tasty, nutritious and hygienically produced on a fully automatic S iss plant. The prices are very reasonable. .e are sure you ill patronise our 3ams 3ust as you have been using our sauces, pickles and other products for a long time. 2ay e suggest to you to give a trial to Tasty ?ams. 4ou ill forget all other 3ams. 4ours sincerely +ints: ,For

cademic Interest-:

'ra readers) attention ith some catchy phrase. Outline your progress and the regular improvements made for the benefit of customers. /ive ne s of the ne product. State the features and utility of the ne product. 9!press gratitude for patronage and re<uest for its continuance. &e<uest a trial order from customers

+# .btaining of an Agenc/: GOO !"## TRA ERS ealer+ i, all t-.e+ of (itc%e,&are /, Statio, Road Agra %ugust +,, +,,'ear Sir@sA 7ither to you had to place your orders for .O;'9& 29L2O.%&9 directly to the manufacturers in 2umbai. .e are happy to announce that e have been appointed the sole distributing agent for .O;'9& 29L2O.%&9 for your city. .e stock all varieties and you can no promptly get your re<uirements from us. .e are enclosing a catalogue and the latest price list for your convenience. . 4our orders ill receive our prompt attention. %ccording to our agreement ith the manufacturers, all orders are to be e!ecuted by them only through us. % discount of 5,B ill be offered for every order above &s. -,,,,. .e look for ard to the first of your regular orders and solicit your cooperation and patronage. 4ours faithfully +ints: ,For

cademic Interest-

9!plain the need for taking the agency(increasing demand for the product, etc. 2ention the area covered by the agency. State the features, prices, etc., of the goods. #nform that you can no e!ecute the orders more promptly and can stock a ide variety of goods. ;otify the customers that all orders are to be booked ith you and not directly to the manufacturer. Offer special discounts, if any. &e<uest trial orders and cooperation.

,# Change in partnership GOO !"## TRA ERS usiness communication!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! "#&

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%ugust *5, +,,'ear customer 4our continued patronage has enabled us to e!pand our business throughout the State. #n order to handle the e!panded business more efficiently e have admitted 2r. %shok /upta as partner. 2r /upta has been associated as a sales e!ecutive in a large company manufacturing kitchen are for the last fifteen years. 7e has ide kno ledge of kitchen are. Since our ne partner brings a large capital the firm)s finances ill be strengthened. There ill ho ever be no change in the name or policy of the firm. .e thank your for your cooperation in the past and hope that you ill continue your valuable patronage to the firm. 4ours faithfully +ints ,for academic interest 2ain changes in a partnership consist of admission of a partner, retirement or death of a partner, etc. These changes influence the capital and reputation of the firm and the confidence of the customers. Therefore, efforts should be made to in confidence by e!plaining ho are being taken to prevent any loss of capital or efficiency. 2ention the special abilities and e!perience of the ne partner. #f the circular announces the retirement or death of a partner, e!press regrets at the loss of the partner and appreciate his services to the firm. %ssure the reader that there ill be no change in the policy of the firm and its relations ith the customers. Solicit the continued patronage of customers. the change ill improve the firm)s position and hat steps

#f a ne partner is admitted, e!plain the reasons, e.g., e!pansion of business, need for additional capital and management talent, etc.

*# Change in the Constitution of the 0irm GOO !"## TRA ERS /, Statio, road,Agra ?anuary 5, +,,'ear patrons 4our cooperation has enabled us to gro . Cecause of the need for additional capital e have decided to convert our firm into a private limited company under the name. Good&ill Trader+ 0 'o. Pvt. #td. The company has five directors all of production or marketing or finance. hom have subscribed to the share capital. 9ach one of them is an e!pert in e assure you that there ill be no change in the policies and high

%lthough the constitution of the firm has changed, service standards of our business. 4ours faithfully +ints: ,For cademic Interest-

.e look for ard to your cooperation and continued patronage as before.

% firmDs constitution is changed hen it is amalgamated ith other business or hen it is converted into a company. .hile announcing such changes, the follo ing points should be kept in vie E State that the developments of business re<uired more capital and managerial talent. 2ention the ne name under hich the business ill be carried on. &efer to the management of the proposed company, e.g., number of directors, their <ualifications, etc. %ssure that the change in the constitution ill not change the firm)s policy of serving the customers to their satisfaction. &e<uest the customers to continue e!tending their patronage in future.

Circular (etters!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!"#+

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1# Price 2eduction or Clearance 3ale: GOO !"## TRA ERS /, Statio, road Agra October =, +,,'ear Sir@sA On the eve of 'i ali e have planned for you a grand clearance sale of our stocks. $rices have been marked do n by +-B to -,B for almost all items. The sale starts on the +-th October and the offer is open till -th ;ovember. 7urry upF There is a 'ouble %dvantage. On our purchases orth &s. 5,, or more you get a lucky dra lucky dra ill be held on 5*th ;ovember and you can in anything from a time piece to a T8. coupon. The

.e elcome you bet een 5, %2 and 6 $2., ithout any lunch(break, for your convenience. #n vie of the great rush, please avoid bringing children and carrybags. 4ours faithfully +ints: ,For

cademic Interest-

2ention the date of commencement of the reduction sale. %lso state the period for hich the special sale is open. /ive the reasons for the reduction sale. /ive special timing, if any, for the reduction sale. Suggest that the customer should pay a visit to the store at the earliest to get advantage of the sale.

Self Assessment Questions

1. 1. 2. 3. /. 4. 5. 9!plain briefly circular letters. .rite a circular letter announcing seasonal discount on your products. .rite a circular letter for increase in the price of your product. .rite a circular letter announcing the retirement of a partner. The popular shoe company circular letter. ants inform the public about the opening of their ne sho room in /untur. .rite a

S agruha foods have shifted their premises to a ne address.

and bigger one. 'raft a circular letter announcing the change of

G2ass production is the merit as ell as the defect of circular letters.H 9!plain

$otes

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If you would persuade, you must appeal to the interest rather than intellect

- Benjamin Franklin

usiness communication!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! "#,