Looking Good on Paper
OfficePRO magazine, March 2004

First impressions count in correspondence, too

BY DEBORAH GUNN

First impressions last whether you meet someone in person or on paper in a written conversation. A letter’s appearance and arrangement are as important as its contents. Correspondence should look professional, and be easy to read and understand.

It’s important to show the person with whom you’re corresponding that he or she has value to you. You convey that importance in the visual presentation and contents of the written package. You show others courtesy and respect when you take the time to make a good written impression.

The first step is to consider the visual attributes of your correspondence. Because you can’t use body language to enhance meaning to your written correspondence, quality presentation of the written word conveys the intended message.

Before reading a letter, scan it from a distance to check its first impression. Does the text look balanced with equal side and top margins? Is the information centered on the first page? Is the font size readable, or does the reader need a magnifying glass? In an effort to save paper, you may be tempted to reduce the size of the font. But what’s more important—saving a couple of pennies or making a good first impression for your organization? Will the recipient think positively about the cost-saving technique you’ve proposed or be annoyed that the message is difficult to read?

Courtesy Counts

Have you ever received a piece of correspondence with your name misspelled? It’s certain that you weren’t impressed. From that point on, you probably looked at that correspondence or its sender with a jaundiced eye. When you don’t know the correct spelling of a person’s name, do you just guess, or do you take the time to call and find out?

Calling to confirm that the information you have is accurate can make a lasting impression. It will also help your correspondence reach the appropriate person. When calling to obtain the correct information, the person you talk with knows you’re taking the time to be accurate. Taking this extra step shows that you care about the individual with whom you are corresponding, creating a positive feeling about you and your company even before the person reads the correspondence.

Style and Format

The format of correspondence is also important. With word processing software, it’s easy to set standard formats so that all of your correspondence is consistent. A letter with a subject line placed before a salutation is like starting a conversation before saying “hello.” Correctly placing the brief subject or reference line following the salutation gives the reader a concise explanation about the purpose of the letter.

Although many companies use justified margins because they feel this style looks more professional, The Gregg Reference Manual, Ninth Edition, states that “studies have demonstrated that text with a ragged (unjustified) right margin is easier to read. Moreover, some recipients of a fully justified letter tend to regard it as a form letter and not take it seriously.” Everyone wants to feel valued, and a form letter presents the opposite impression.

Paragraphs are easier to read if the sentences are short and the paragraphs are separated by a line or space. Breaking up the contents of correspondence with several paragraphs gives the reader’s eyes a rest. When listing items of more than one line in length, inserting a blank line after each item in the list will provide a more open look.

Consider language as well. Using large words, technical jargon or acronyms, or words not used in common speech will only serve to confuse the reader. Unless you are a college professor writing to other college professors, the language should be kept at an understandable level for the average person. Some software programs will inform you of the reading level your correspondence meets.

Finally, ending correspondence with a summary of actions being requested and providing contact information to assist the reader completes the picture of your correspondence.

Proofing and Quality

Thoroughly proofing the document, including checking for correct grammar, will determine whether the reader understands the message you’ve intended. There are several ways to proofread documents: on the computer screen, after printing out a hard copy of the document, partnering with a coworker to proof each other’s work, or using a larger-size font. And don’t forget to proof for content.

Words that are spelled correctly, but are not correct for the meaning you want to convey can be very embarrassing. Taking the extra time to proof your documents can help to save money and discomfort.

Identifying Marks

Providing identifying marks at either the beginning or the end of a letter by way of a file number, author/typist initials, or some other reference can help you retrieve the correspondence in company files. This is especially helpful in firms where correspondence is authored by one person but signed by another. How many times have you received a phone call that sounds like this: “Our company received a letter from Mr. Smith and would like more information about your products/services.” The identifying marks will give you a place to start in researching the most appropriate person to respond to that request. Directly connecting people is a customer relations benefit for your firm.

All of these factors work together to create the positive impression you want to convey about you and your organization. A small amount of effort can provide positive results. Just as we take the time to make a good impression in person by caring about our personal appearance and in conducting ourselves appropriately, we want to take the time to care enough about our written correspondence to make a good impression.

Deborah Gunn CPS is executive assistant/clerk of the board for the San Diego Association of Governments. Reach her at 619.595.5602 or dgu@sandag.org.