The salutation for a business letter sets the tone of the communication, and care should be taken that it accurately reflects your business. This greeting is the first impression that you will make. How you present yourself can be critical to the success of your presentation, so careful consideration should always be given to the beginning of your business correspondence.

How Formal Should It Be?

Many writers of business letters opt for formal structure in their salutations. It is hard to criticize using standard form. "Dear Mr. Client", or "Dear Ms. Client" are always good salutations. If the first name is known, it may be included in the greeting in order to personalize it. This standard salutation might be compared to always standing formally, and extending a hand for a formal handshake greeting. However, it does keep the potential client at arm's length because of the formality.

While formality is almost a must when writing someone with whom you have no past relationship, there is an option to use more familiarity when greeting those with whom you have had past dealings. Opening a letter with "Dear Joe" or "Dear Jane" is fine if you have a level of familiarity with the recipient. To some, eliminating the formality equates to eliminating a barrier that is unnecessary between friends.

Name Specific?

There are instances when the name of the person to receive your letter is unknown. In the case of a non-specific recipient, there are several options. One such option is to use a directing phrase such as, "Attention: Advertising Manager". The formality of following such a phrase with "Dear Manager" is unnecessary in today's business world. The best approach is always to find out specifically who should receive the letter. That being said, if the letter is intended for an unknown individual, his or her correct title should be used.

Tone?

Letters sent to non-specific recipients may also begin with phrases other than "Attention: Advertising Manager". For example, if you wish to establish a friendlier tone to your communication, a simple "Good Morning", or "Best of the day to you" might be used. A bit of innovation might make your letter stand apart from other unsolicited mail that is received by businesses. The nature of your individual business and reason for writing should determine if this is a reasonable alternative.

Summary...

The trends of business in the past decade have been leaning towards less formality in most fields. Whenever familiarity can be employed, most tend to use it. Creative and innovative communications are more common than they once were. Consider the implications carefully when writing any business correspondence because you are creating your "brand" as you write every letter. Once you have established a specific image, it cannot be easily changed. Remember, we only get to make a first impression once.

Learn more about this author, Bob Schmidt.
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