WRD202 | Marta Shcherbakova | Winter 2020

External Correspondence Packet

Writing a Marketing Letter and a Networking Email

Overview: In this assignment you need to craft two separate documents:

1. a marketing letter inviting a distinguished guest to a campus event and
2. a networking email contacting an internship program or an international company.

Please study the scenarios provided below to determine the audience, style, tone, and
structure of each document.

Background Knowledge: Review the Power Point on writing successful letters and
emails that we discussed in class (also available on our D2L page). Also, review
Chapter 4 “Preparing Correspondence” (only pages 98-133) and Chapter 3 “E-
Communications at Work” from Successful Writing at Work (pp. 76-94).

Learning Outcomes Transferable Skills

 Craft documents that address specific
audiences

 Compose documents that use
appropriate style choices for the
genre (and/or rhetorical situation)

 Produce documents that use standard
conventions of business genres

 Compose documents that are
grammatically and mechanically
sound

 Plan/ organize/ prioritize

 Resourcefulness

 Ethical reasoning and judgment

 Professionalism

 Multicultural Competence

 Information Technology
Application

 Written Communication

Writing a Marketing Letter

The background. Businesses often invite prominent people to participate in activities that
promote the organization’s interests: fund-raising events, product promotions, groundbreaking
ceremonies, professional conferences, and so on. A major challenge is that the invitee may not
be rewarded monetarily, or may be given only a small honorarium. And if the invited person is
rich, famous, or busy enough, even substantial compensation might not be enough to get him or
her to participate in your high-profile people to contribute their time and energy.

In this application, you are charged with inviting a local distinguished person to participate in a
campus event for your team, group, club, fraternity, sorority, or some other organization of your
choice. You would like this person either to join a discussion on a particular topic or to formally
present his or her views on an issue of interest to your group. (You can make up an appropriate
group if you don’t actually belong to one, but be sure to select an actual person as your invitee-
perhaps someone of renown.) Assume that the invitee is busy with other obligations and
probably receives many similar requests to contribute time and expertise. Your group has $500

WRD 202 | Marta Shcherbakova | Winter 2020

available for an honorarium or for other activities to support the planned event (for example, a
lunch or dinner meeting with the invited guest).

The purpose. You goal is to gain the interest of the invited person, to help the invitee feel a
connection to your group’s interest and purposes, and to feel that she or he has the right
background to make a useful contribution.

The audience. Most people you will want to invite are very busy, often in demand for similar
groups and events. Sure, you need to flatter the person invited, but primarily you need to arouse
his or her interest in your group’s purposes. The invitee needs to feel prepared to contribute the
requested information and ideas. You also need to show scheduling flexibility to accommodate
the guest’s busy calendar.

The communication strategy. Use a respectful tone throughout the communication, a tone
that reflects your admiration for the invited person and your appreciation for his or her
considering you request. Also, make sure to do the following:

· Identify the nature and interests of the group you are representing, giving the invited person
enough information to decide whether he or she has the right background to meet your
needs.

· Give examples of any related activities your group has sponsored.

· Let the invitee know exactly when and where the event will occur, possibly offering
alternative dates.

· Tell the invitee whether there will be other presenters; how long she or he should speak,
respond to questions, or both; and who will be in the audience (undergraduate students?
Faculty? The general public?).

· Stipulate the honorarium if you intend to use some or all of your group’s $500 for this
purpose.

· Close with a thank-you and a date by which you need a reply.

· Provide your contact information and express your readiness to discuss any of the details.

Writing a Networking Email (choose one scenario)

Scenario 1:

Find an internship program in the field of your interest. Research about the program:
overview, requirements, person(s) to contact regarding the application. Then following
the guidelines below, compose your networking email.

WRD 202 | Marta Shcherbakova | Winter 2020

Scenario 2:

Find an international company in the field of your interest. Research about the
company: history, ratings, latest news. Choose a position you would like to apply for and
the person you can contact regarding an informal interview. Then following the
guidelines below, compose your networking email.

Guidelines for writing a Networking Email:

• (1)Your first few sentences need to compel the person to read on. To introduce
yourself, provide relevant information that connects you to the person and their
career field. Such information may include: your interests (career, personal, or
academic), a person you know in common, your Hamilton connection, etc. For
example, you might say that you became interested in their career field as a
result of a specific course or extra-curricular activity.

• “As a result of economics courses I’ve taken at Hamilton, I’ve become interested
in “microfinancing”. I’d like to explore how I could use that interest within a
nonprofit organization.” Don’t start off by saying “My name is…” because it’s not
necessary – they’ll see your signature at the end of the letter.

• (2) Explain your motivation for contacting them – what you want to accomplish by
speaking with them. Communicate to them what you already know about their
career field or organization and what kind of information you are seeking. While it
may feel more comfortable to ask generally for “any help you can provide,” don’t
be vague about what you need. This puts too much pressure on the reader to
figure out what you want.

• (3) Request either a face-to-face meeting or a scheduled phone conversation to
conduct your informational interview. Give specifics about your availability – days
or times of the week that you are generally available (during business hours). If
no dates are provided, the reader is more likely to put the email/letter aside.

• (4) Mention that you are attaching a copy of your resume so that the contact can
get a sense of your background. Once you have drafted an email/letter, review it
by putting yourself in the shoes of the reader; imagine how you would respond. If
you don’t feel compelled to reply, then you need to rewrite.

Draft #1 – Thursday, January 30, before class (upload to D2L)

Draft #2 – Sunday, February 2, midnight (upload to D2L)

WRD 202 | Marta Shcherbakova | Winter 2020

Grading Rubric

Criteria Excellent Good Inconsistent Below Average Poor

Clarity 10 points 8 points 6 points 4 points 2 points /10

Conciseness 10 points 8 points 6 points 4 points 2 points /10

Comprehensiveness 10 points 8 points 6 points 4 points 2 points /10

Honesty/Accuracy 5 points 4 points 3 points 2 points 1 point /5

Document Specific Concerns 5 points 4 points 3 points 2 points 1 point /5

Rhetorical Awareness 10 points 8 points 6 points 4 points 2 points /10

Total /50

Elements of a Letter Explained

Elements of a Letter Explained

We will not include these parts into our letters.
But all companies include these parts into their letters.

Emails: Overview
Letters are external correspondence; memos are internal correspondence. E-mail (electronic mail), in contrast, can be both internal and/or external. Employees can e-mail each other within a company and/or e-mail vendors, clients, and colleagues outside a company.

Emails: Overview
As Diane Stafford, editorialist for the Kansas City Star, says, “One could argue that the casual nature of instant messaging has created a different mind-set among young e-mail users. Perhaps the medium dictates the style, and [students] don’t think it requires the same attention as, say, a school essay. But for business e-mail, those errors create the wrong image, making employees and companies look unprofessional” (C1: May 2, 2002).

Email Basics
Knowing your audience
Every time you write something you should have a particular reader or audience in mind. You must adapt the content, tone and language of your email to the situation (context) and intended audience of your communication. This does not only apply to email, but to all communication.

Email Basics
To:
Cc/Bcc:
Subject
Content
Attachments
Signature

Email: Subject

Email: Content
Before typing the email, ask yourself:
1. Why am I writing this?
2. What exactly do I want the result of the message to be?
Check your grammar
Be efficient- emails that get to the point are much more effective
Re-read the email before you send it
Try to keep the email brief

Email: Helpful Tips
ALL CAPS IS CONSIDERED SHOUTING
So is over punctuating!!!!!!
Not using capitalization or punctuation makes emails hard to read
Don’t use text messaging abbreviations they r confusing 2 ur readers
Avoid emoticons

Edit and revise the following flawed e-mail message between coworkers regarding work-related issues. Keep in mind the techniques for writing effective e-mail. You may invent additional details you consider necessary to improve the e-mail.

International Business Correspondence
www.international-business-etiquette.co
www.vayama.com/etiquette
Discusses various cultures and cultural norms

Networking Email: Elements
(1)Your first few sentences need to compel the person to read on. To introduce yourself, provide relevant information that connects you to the person and their career field. Such information may include: your interests (career, personal, or academic), a person you know in common, your Hamilton connection, etc. For example, you might say that you became interested in their career field as a result of a specific course or extra-curricular activity.
“As a result of economics courses I’ve taken at Hamilton, I’ve become interested in “microfinancing”. I’d like to explore how I could use that interest within a nonprofit organization.” Don’t start off by saying “My name is…” because it’s not necessary – they’ll see your signature at the end of the letter.
(2) Explain your motivation for contacting them – what you want to accomplish by speaking with them. Communicate to them what you already know about their career field or organization and what kind of information you are seeking. While it may feel more comfortable to ask generally for “any help you can provide,” don’t be vague about what you need. This puts too much pressure on the reader to figure out what you want.

Networking Email: Elements
(3) Request either a face-to-face meeting or a scheduled phone conversation to conduct your informational interview. Give specifics about your availability – days or times of the week that you are generally available (during business hours). If no dates are provided, the reader is more likely to put the email/letter aside.
(4) Mention that you are attaching a copy of your resume so that the contact can get a sense of your background. Once you have drafted an email/letter, review it by putting yourself in the shoes of the reader; imagine how you would respond. If you don’t feel compelled to reply, then you need to rewrite.

Sample Networking Email