CUSTOMER/PROSPECT CORRESPONDENCE: CHOOSE RIGHT WORDS TO CONVEY RIGHT MEANING
Poor word choice in customer correspondence can alienate prospects and customers. Additionally, jargon can be misinterpreted and lead to suspicion.
Two words can have the same definition but entirely different connotations; for example, most people would rather have their account 'reviewed' than 'audited.'
Overused and trite expressions such as 'general consensus, enduring traditions,' or 'irregardless' may sound official, but they are incorrect and reflect poorly on an agency's overall awareness. The purpose of correspondence is to gain credibility through clarity and the use of active verbs (action words) and fresh word choices. Concise writing is the best. Say what needs to be said in understandable terms. Aim for an optimum sentence length of 20 to 25 words.
Always reread written correspondence to others and if possible set it aside for at least a day. Proofread written materials a day later for quality control. Make sure written material looks good before leaving the office: Check margins, centering, format, short paragraphs, indentions, etc.
Whether responding to correspondence, drafting a form letter, or sending a mass mailing, determine the audience.
Never 'talk down' to prospects or customers.
When explaining a situation, use logical order. Logical order is a step-by-step account of the situation; logical order follows a chronological timeline of events. It does not skip around and confuse the reader.
First impressions don't only count for first-time face-to-face meetings. A mailing can be considered the first contact with a prospect, so make correspondence look and read professional.