Complaint Letter Writing That Works – 10 Tips From A Pro Copywriter

Writing a complaint letter that works is rather like life itself: pick your fights carefully and win them wherever possible. When something’s gone wrong and you need to write a complaint letter, it’s vital that you know what you want to achieve before you begin.
A few simple tips from a professional copywriter will also increase the likelihood of a successful outcome. So get that pen out or fire up your word processor; here are my top tips on how to write a complaint letter that will gets results.
1. Decide what you want to achieve
What will put things right for you? an apology? Money back? Free product? Whatever you want, don’t be afraid to ask for it. If you want something beyond your statutory rights, you have a better chance of success if you ask for something that means lots to you but is easy for the organization to give you. If there’s one thing that underpins writing a successful letter of complaint, it’s knowing what you want to achieve from the outset.
2. Target your complaint letter effectively
Aim high from the start. Don’t waste time on a junior administrator when a more senior person has the authority to help you. Make sure that you contact someone who really can help you rather than just passing your complaint letter on.
3. Write a properly written, spelled and presented letter
Handwritten or word processed, make sure your complaint letter or email has instant credibility. If necessary get help writing it. Remember too that, in a world obsessed with email, a well presented conventional letter often stands out on a busy manager’s desk.
4. A letter of complaint should get the reader’s attention early
Explain your position and how their (the organization’s) failing has affected you. Build empathy – it’s a key principle of learning how to write a complaint letter.
5. Be assertive (not aggressive) and confident
Know your rights and expect to succeed. Always be concise and businesslike and respect that the recipient of your complaint letter is a busy person too. Help them to save face while giving you what you want.
6. Keep your letter of complaint brief
You know how you react when you’re busy and you are suddenly faced with a long and rambling document. Wherever possible, keep your complaint letter to one side of A4 (it’s good for the environment too).
7. Always get a name and a job title to write to
Don’t waste time and effort by writing to ‘whom it may concern’ or ‘Dear Sir/Madam’. Make a phone call or email to find out who has the power to help you. Then write or email directly to them. One tip for getting the name of the best contact is to say you want to write a letter to praise a member of staff… It works a treat if someone won’t give you a name.
8. Respect the person you’re writing to
Without being smarmy, play on the recipient’s sense of self-importance. Don’t be too proud to ask whether they could see fit to ‘authorize a modest gesture to rebuild your confidence in their company. Think how you would react if someone made a reasonable request like that in a complaint letter to you? And never forget to gently remind them about the value of the future revenue stream (how much you’ll spend with them) they’ll lose if you go to a different store or brand…
9. Always offer something in return
Just because you are writing a letter of complaint doesn’t mean you can’t offer the business something too. Be sure to reassure them that, once your complaint has been satisfactorily resolved, you’ll continue to be a loyal customer. Most smart managers understand that a problem resolved to the customer’s satisfaction often builds long-term brand loyalty.
10. Always say thank you
End your letter of complaint by saying ‘thank you’ in expectation of a satisfactory (for you) outcome – and say it again when your complaint has been satisfactorily resolved.
Like all sorts of writing, learning how to write a complaint letter that works comes with practice. Whether you’re a complaint letter novice or an old hand, these 10 tips should help your next complaint letter be even better and more effective than before.