Transcript Technical writing

TECHNICAL WRITING
November 12, 2014
Today
Business letters (continued).
Business letter language
Business letters
• Usually represents a direct communication between one
person and another.
• For example, a business letter is usually addressed
specifically to someone (not writing for a “general reader”:
To whom it may concern: ).
Full Block
Modified Block
Parts of a business letter
• Heading
• Date line
• Inside (recipient’s) address
• Salutation
• Body
• Complementary close
• Signature
• Enclosure (if necessary)
• Copy notation (if necessary)
Standard Organization
 To help readers grasp your message clearly and
concisely, follow this simple plan:
1.
In your first paragraph tell readers why you are writing and why
your letter is important to them.
2.
Put the most significant point of each paragraph first to make it
easier for the reader to find.
3.
In the second and subsequent paragraphs of your letter, develop
the body of your letter with factual support.
4.
In your last paragraph, thank readers and be clear and precise
about what you want them to do or what you will do for them.
Adjustment Letters

Adjustment letters respond to complaint letters and
should restore customer confidence, whether the
answer to what the customer wants done about the
problem is “yes” or “no.”

An adjustment letter saying “yes” should:
1. Admit immediately that the customer’s complaint is justified and
apologize.
2. State precisely what you are going to do to correct the problem.
3. Tell customers exactly what happened.
4. End on a friendly – and positive – note.
Adjustment Letters (continued)
 An adjustment letter saying “no” is more difficult,
because it involves giving bad news while at the same
time convincing the reader that your position is fair,
logical, and consistent.
 A diplomatic adjustment letter saying “no” should:
1. Thank customers for writing.
2. State the problem carefully to reassure customers that you
understand their complaint.
3. Explain what happened with the product or service before you give
the customer a decision.
4. Give your decision without hedging.
5. Maintains the opportunity for better and continued business.
Complaint
Sample “Yes” adjustment letter
Responds within
complainant’s specified
time.
Apologizes and
announces good news.
Explains what
happened (the cause of
the problem). Also
explains why
the for
Expresses
respect
problem
will not recur
the
customer
Closes with friendly
offer of continued
assistance.
Guidelines for a “yes” letter
1. Immediately admit that the customer’s complaint is
justified and apologize.
2. State precisely what you will do to rectify the problem.
- extend warranty coverage
- cancel a bill
- offer a discount
- upgrade a product or service
3. Explain to the customer exactly what happened.
- Provide only the essential details of the problem.
- Do not try to infer blame.
4. End on a friendly, positive note
Sample “No” adjustment letter
Responds within
complainant’s specified
time.
Buffer – thanks and
sympathizes with the reader.
Explains problem but
does not directly blame
the reader.
Turns a
a firm
“no” decision
into a “yes”.
Gives
(and
explanation).
Endsan
politely
without
referencing the problem
again.
Guidelines for a “no” letter
First, and most importantly:
- Do not accuse, argue, scold, or blame.
i.e.,
- “You obviously didn’t read the instruction manual.”
- “The company policy plainly states that such refunds are
not allowed.”
- “You were negligent in operating the machine.”
- “Your complaint is unjustified.”
Real-life example
Company: Discount-Mats.com
A U.S. soldier stationed in Iraq inquired as to whether or
not a mat company shipped overseas. He wanted to get
the troops better gear to sleep on.
Real-life example – the response
From: [email protected]
Subject: Re: Feedback: from discount-mats.com
SGT Hess,
We do not ship to APO addresses, and even if we did, we would
NEVER ship to Iraq.
If you were sensible, you and your troops would pull out of Iraq.
Bargain Suppliers
Discount-Mats.com
Guidelines for a “no” letter
1. Thank the customer for writing.
- Open with a polite, respectful comment (“buffer”)
avoid:
- I was surprised to learn that you found our product
unsatisfactory.
- There is no way that we could give you what you demand.
2. State the problem carefully to reassure the customer that you
understand the complaint.
3. Explain what happened with the product/service before giving your
decision.
- Poor example: “By reading the instructions on the side of the box, you would have avoided
the over-heating problem that you claim resulted.”
- Improved: This product requires a cool environment, of 15 – 5 degrees for optimum
operation.
Guidelines for a “no” letter
4. Give your decision without hedging.
- Do not say, “Perhaps some type of restitution could be made
later.”
5. Leave the door open for better and continued business.
- Whenever possible, offer to send a new product or part, or install or
repair a product for free or at a discount.
Sending Letter-Quality Messages: Final
Advice
 Regardless of the type of business letter you write, the
following guidelines will help you draft, tailor, and evaluate
the letter to insure its quality:
1.Identify your reader.
2.Determine your purpose for writing.
3.Determine the reader’s reason for writing.
4.Organize information.
5.Include essential information.
6.Use the appropriate style and tone.
Language used in business letters
• A letter that sounds impersonal and unfriendly can
damage the image of an organization
• (even if just in the eyes of one or a few potential clients).
• On the other hand, a thoughtful, sincere letter (even if it is
delivering negative news) can greatly enhance an
organization’s image.
Example
• Suppose you are a department store manager who
receives a request for a refund from a customer who
forgot to enclose the receipt with the request. In a letter to
the customer, you might write:
Example
“The sales receipt must be enclosed with the merchandise
before we can process the refund.”
However, if you consider how you might keep the goodwill
of the customer, you might word the request this way:
“Please enclose the sales receipt with the merchandise, so
that we can send your refund promptly.”
Example
Notice that the second version uses the word please and
the active voice (“Please enclose the sales receipt”), while
the first version contains the passive voice (“The sales
receipt must be enclosed”).
In general, the active voice creates a friendlier, more
courteous tone than the passive, which tends to sound
impersonal and unfriendly. Polite wording, such as the use
of please, also helps to create goodwill
Business Writing Language - Tone
Be respectful, not demanding:
CHANGE:
Submit your answer in one week.
TO:
I would appreciate receiving your answer within one week.
Business Writing Language - Tone
Be Modest, not Arrogant.
CHANGE:
My report is thorough, and I am sure that you would not
be able to continue efficiently without it.
TO:
I have tried to be as thorough as possible in my report,
and I hope you find it useful.
Business Writing Language - Tone
Be polite, not sarcastic.
CHANGE:
I just received the shipment we ordered six month ago. I am sending it
back – we cannot use it now. Thanks!
TO:
I am returning the shipment we ordered on March 12, 2014.
Unfortunately, it arrived too late for us to be able to use it.
Or
I am returning the shipment we ordered on March 12, ,2014.
Unfortunately, the package arrived later than expected and we are
unable to use it.
Business Writing Language - Tone
Be positive, not negative.
CHANGE:
Your complaint about our prices is way off target. Our
prices are definitely not any higher than those of our
competitors.
TO:
Thank you for your suggestion concerning our prices. We
believe, however, that our prices are competitive with, and
in some cases below, those of our competitors.
Business Writing Language - Tone
Reminders