Chapter 6

Positive Messages

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Routine Letters and Goodwill Messages

– – Letters are primarily external documents Sent to: • Suppliers • • • Government agencies Other businesses Customers (most important) – (p. 142-143) The most emphatic positions in letters are the openings and closings – Good for the following: • Creating a permanent record • Lending confidentiality • • Conveying formality and sensitivity Delivering persuasive, well-considered messages

Direct Requests and Response

Messages (p. 144-146)

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Opening

– Opening and closing are most emphatic positions – Ask the most important question first or express a polite command (in the form of a rhetorical question. Do not use a question mark.)

Body

– Explain request logically and courteously – Ask other questions if necessary – Use graphic highlighting to increase readability

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Closing

(see p. 146 for tips) – Request a specific action with an end date, if appropriate, and show appreciation – End courteously – Avoid clichéd closings • • • Thank you for your cooperation, (trite) Thanking you in advance, (trite and presumptuous) If you have any questions, (suggests your message wasn’t clear)

Responding to Requests (p. 146-

148)

• • Written in response to requests for information or action May include a Subject Line below the salutation to identify previous correspondence and/or refer to the main idea (optional in a memo)

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Opening

– Deliver the most important information first – Avoid wordy, drawn-out openings – Announce good news immediately

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Body

– Check facts and figures carefully (if appropriate) – – – – – Arrange information logically Use graphic highlighting to increase readability Explain and clarify information Provide additional information (if appropriate) Build goodwill •

Closing

– End pleasantly, and offer help to the reader – Avoid clichéd closings

Instruction Messages (p. 148-150)

• • • • Follow direct organizational strategy Use plain English Be clear Outline steps to be taken to complete a task

• Writing Plan (p. 148): – Subject Line: Briefly summarizes message – Opening: State main idea concisely – Body: Divide instructions into steps in the order in which they should be completed • • Use bulleted and/or numbered lists to help you organize Begin each list item in imperative mood (a command) – Closing: Request action, summarize message, or present closing thought (along with deadline)

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Revising Instruction Messages

(p. 149) – Watch tone • Tell readers what they

should

shouldn’t do, not what they • Do not threaten the reader • Do show how the steps will help the reader – Explain tactfully reasons for the new instructions – Make sure you use imperative mood – Make sure lists are grammatically parallel, beginning with active-voice verb

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Direct Claims and Complaints (p.

150-152)

Opening

– Describe clearly the desired action, especially when the remedy is obvious – Ask for a change in policy or procedure, or for an explanation if the remedy is less obvious

Body

– Explain the nature of the claim – – – Tell why the claim is justified Provide details regarding the action requested Avoid becoming angry or assigning blame – – Include copies of all pertinent documentation Cite names of people you spoke to and dates of calls (if appropriate)

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Closing

– End pleasantly with a goodwill statement – Include an end date if appropriate – Act promptly – Keep a copy of your letter or email

Adjustment Letters (p. 152-154)

• Three goals: 1. To rectify the wrong, if one exists 2. To regain the confidence of the customer 3. To promote future business and goodwill •

Subject Line (optional)

– Identify previous correspondence – Make a general reference to the main topic

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Opening

– Grant the request or announce adjustment immediately – Do not begin with an apology if you are complying with the request – – Use positive language Include sales promotion if appropriate •

Body

– – – Explain how you are complying with the request Try to regain the customer’s confidence Use positive language

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Decide Whether to Apologize

(p. 156-157) – – – If you feel an apology is an appropriate goodwill gesture, include it.

Be brief! Apologize once, and let it go.

DO NOT admit negligence.

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Closing

– – – – End positively with a forward-looking thought Express confidence in future business relations Include a sales promotion if appropriate Avoid referring to the unpleasantness

Goodwill Messages (p. 158-161)

• Written in response to: – Thanks – – Recognition Sympathy • Goodwill messages should be: – Selfless – – – – Specific Sincere Spontaneous Short

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Thank-You Notes

– – – Direct opening (p. 158-159) Special notebook paper or heavy cardstock Written in response to: • Gift • • Favor Hospitality •

Responding to Goodwill Messages

– – Rude not to respond to recognition Written to: • Answer congratulatory note • Respond to pat on the back (p. 160)

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Conveying Sympathy

(p. 160-161) – Refer to the death or misfortune sensitively – Praise the deceased in a personal way – Offer assistance without going into excessive detail – End on a reassuring, forward-looking note

Is Email Appropriate for Goodwill

Messages (p. 161)

• • Handwritten messages more impressive Email appropriate if: – You frequently communicate with receiver via email – You precede a phone call or a handwritten offering condolences – You immediately follow a condolence email with a handwritten note