A goodwill letter is written to express genuine kindness and to create or
maintain good business relations. When a goodwill letter is received, a recipient
will appreciate because it is unexpected.
A goodwill letter is also a special type of sales letter, which sells indirectly.
When the writer writes a goodwill letter, the company name and its product or
sen/ice are remembered. Additionally, if the need arises for this product or service
in the future, the reader will think of the writer‘s company.
The occasions that call for goodwill letters are many: such a letter may
express thanks, congratulations, or sympathy. These massages may be extended
to personal acquaintances, to co-workers, and to business associates. They may
even be sent to persons who represent potential customers.
The tone of a goodwill letter will vary with the relationship between the
writer and the reader. Any goodwill letter must be sincere, enthusiastic, respectful,
specific, and personal. lt should be briefed and focused on the recipient. It may
be handwritten rather than typed. in this letter style, the inside address may appear
at the bottom of the page. A comma may be used instead of a colon after the
salutation. A customized letterhead is used for business correspondence. Email
may also be appropriate in less formal situations especially if the addressee
expresses a preference for it or if time constraints require it. Furthermore, a letter
of congratulation or condolence should never be written on someone else’s behalf.