Mary Ellen Guffey, Essentials of Business Communication

© 2007 Thomson South-Western

Multimedia Instructor Version

CHAPTER 6CHAPTER 6

Direct Letters and Goodwill

Messages

Chapter 6, Slide 3Mary Ellen Guffey, Essentials of Business Communication, 7e

Business Letters Are Business Letters Are Important WhenImportant When

A permanent record is required.

Formality is necessary. A message is sensitive. An organized, well-

considered presentation is necessary.


Chapter 6

Direct Lettersand Goodwill

Messages

Chapter 7

PersuasiveMessages

Chapter 8

NegativeMessages


1. Direct requests for information and action

2. Direct claims

3. Direct responses to information requests

4. Adjustment letters

5. Letters of recommendation

6. Goodwill messages

Chapter 6

Direct Lettersand Goodwill

Messages


Body Closing

Ask the most important question first or

Express a polite command.

Opening

Writing Plan for Request for Writing Plan for Request for Information or ActionInformation or Action





Opening Closing

Explain the request logically and courteously.

Ask other questions if necessary.

Body




Opening Body

Request a specific action with an end date, if appropriate.

Show appreciation.

Closing


Improving Openers for Improving Openers for Routine Request LettersRoutine Request LettersImproving Openers for Improving Openers for Routine Request LettersRoutine Request Letters

Improved

Will you please answer the following questions regarding possible accommodations at the Hyatt Regency for a conference in May.

Body Closing

Weak

I’ve been given the task of locating a convention site for my company’s meeting. I’ve checked a number of places, and your hotel looks possible.

Opening


Weak

While reading WIRED magazine, I noticed an offer of a free video describing your Web-building software.

Improved

Please send me your free video describing your Web-building software.




Weak

I am conducting a training class for students of photography at the Lincoln Training Center, and I saw a picture that we would like to use in our program.

Improved

What is the procedure for ordering a copy of a photograph to be used for training purposes?


Improving Closings for Improving Closings for Direct Request LettersDirect Request Letters


Weak

Thanks for any information you provide.

Opening Body Closing

Improved

We would appreciate receiving answers to these questions before April 4 so that we will have plenty of time to plan our conference.




Weak

Hoping to hear from you at your earliest convenience.

Improved

Please send the video by August 15.

Thank you for your cooperation.

Your answer to my inquiry will help me make my printer choice. Thanks!


Parts of a Business LetterParts of a Business Letter

The next four slides illustrate basic information on proper placement and formatting of business letters.

Remember to refer to Appendix A, Reference Guide to Document Formats, for more details on this topic.




2-inch top margin or key dateline 2 lines below letterhead

2 – 10 lines between dateline and inside address

1 blank line (double space)


Single-space para-graphs; leave 1 blank line (double space) between paragraphs




Hit ENTER four times after complimentary close to allow space for signature


Ineffective Information RequestIneffective Information Request

It is prepared on plain paper (instead of preprinted letterhead).

The writer begins the letter by keying in his home address immediately above the dateline.

All other letter parts are the same as a regular business letter.

Take note that the letter example you will see on the next slide illustrates the personal business letter.


Ineffective Information RequestIneffective Information Request

Adobe Acrobat 7.0 Document

Open letter by clicking icon at right.

As you read the letter,• Evaluate its content.

• Identify areas for improvement.


Improved Information RequestImproved Information Request

Saves the reader’s time by starting directly with the information request.

Makes it easy for the reader to identify what specific questions need to be answered.

Closes appropriately with appreciation and requesting a specific action with an end date.

As you read the improved letter on the next slide, notice how it


Improved Information RequestImproved Information Request




Writing Plan for Direct ClaimWriting Plan for Direct Claim

Body Closing

Describe clearly the desired action.

Opening


Opening Closing

Explain the nature of the claim. Tell why the claim is justified. Provide details regarding the

action requested.

Body



Opening Body

End pleasantly with a goodwill statement.

Include end dating if appropriate.

Closing



Ineffective Direct ClaimIneffective Direct Claim


As you read the letter,• Evaluate its content.

• Identify areas for improvement.



Improved Direct ClaimImproved Direct Claim




Body Opening

Writing Plan for Replies toWriting Plan for Replies toInformation RequestsInformation Requests


Closing Subject

Line

Identify previous correspondence.

Deliver the most important information first.

Body Opening Subject

Line


Closing Body

End pleasantly. Arrange the information in a

logical sequence. Explain and clarify the

information. Build goodwill.

End pleasantly.

Opening Subject

Line Closing Body




Effective ReplyEffective Reply




Social Responsibility and Communication: Ben & Jerry’s


Meetings America


Writing Plan for AdjustmentsWriting Plan for AdjustmentsWriting Plan for AdjustmentsWriting Plan for Adjustments

Opening Closing Body

Subject line is optional. Identify previous correspondence. Make a general reference to main

topic.

Subject Line



Closing Body Subject

Line Opening

Grant the request or announce the adjustment immediately.



Closing Subject

Line Opening Body

Provide details about how you are complying with the request.

Strive to regain the reader’s confidence. Include resale or sales promotion if appropriate.



Subject Line

Opening Body Closing

Close courteously by summarizing your action request.

Express confidence in future business dealings.


Effective Adjustment LetterEffective Adjustment Letter




Writing Plan for Writing Plan for Letters of RecommendationLetters of Recommendation


Body Closing

Identify the applicant, the position, and the reason for writing.

Establish your relationship with applicant.

Opening


Opening Closing

Describe applicant’s job duties. Give specific examples of skills and

attributes. Compare with others in field.

Body




Opening Body

Summarize the applicant’s significant attributes. Offer an overall rating. Draw a conclusion regarding the

recommendation.

Closing




Letters of Sympathy

to console a friend, relative,

or loved one

Letters of Sympathy

to console a friend, relative,

or loved one

Congratulatory Messages forengagements,

marriages,anniversaries,

births, promotions,appointments, awards, or anysignificant event

Congratulatory Messages forengagements,

marriages,anniversaries,

births, promotions,appointments, awards, or anysignificant event

Letters of Appreciation tocustomers for their business,

hosts and hostesses for their hospitality,colleagues for jobs well done, or

individuals who have performed favors

Letters of Appreciation tocustomers for their business,

hosts and hostesses for their hospitality,colleagues for jobs well done, or

individuals who have performed favors

ThreeThreeTypes ofTypes ofGoodwillGoodwill

MessagesMessages

ThreeThreeTypes ofTypes ofGoodwillGoodwill

MessagesMessages


Keep themessage

short.

Keep themessage

short.

Bespontaneous.

Bespontaneous.

Be sincere.

Be sincere.

Bespecific.

Bespecific.

Beselfless.

Beselfless.

Tips for WritingTips for WritingGoodwillGoodwill

MessagesMessagesThe Five SsThe Five Ss

Tips for WritingTips for WritingGoodwillGoodwill

MessagesMessagesThe Five SsThe Five Ss


Beselfless.

Beselfless.

Discuss the receiver, Discuss the receiver, not the sender.not the sender.

Discuss the receiver, Discuss the receiver, not the sender.not the sender.


Bespecific.

Bespecific.

Instead of generic Instead of generic statements statements (You did a good(You did a goodjobjob), include special details ), include special details

((Your marketing strategy to target Your marketing strategy to target key customers proved to key customers proved to

be outstanding.)be outstanding.)

Instead of generic Instead of generic statements statements (You did a good(You did a goodjobjob), include special details ), include special details

((Your marketing strategy to target Your marketing strategy to target key customers proved to key customers proved to

be outstanding.)be outstanding.)


Be sincere.

Be sincere.

Show your honest feelings Show your honest feelings with conversational, unpretentious with conversational, unpretentious

language (language (We're all very We're all very proud of your awardproud of your award).).

Show your honest feelings Show your honest feelings with conversational, unpretentious with conversational, unpretentious

language (language (We're all very We're all very proud of your awardproud of your award).).


Bespontaneous.

Bespontaneous.

Strive to make the message Strive to make the message natural, fresh, and direct. natural, fresh, and direct.

Avoid canned phrases Avoid canned phrases ((If I may be of service, If I may be of service,

please do not hesitate . . . . please do not hesitate . . . . ).).

Strive to make the message Strive to make the message natural, fresh, and direct. natural, fresh, and direct.

Avoid canned phrases Avoid canned phrases ((If I may be of service, If I may be of service,

please do not hesitate . . . . please do not hesitate . . . . ).).


Keep themessage

short.

Keep themessage

short. Remember that, although Remember that, although they may be as long they may be as long

as needed, most as needed, most goodwill messages maygoodwill messages may

be fairly short.be fairly short.

Remember that, although Remember that, although they may be as long they may be as long

as needed, most as needed, most goodwill messages maygoodwill messages may

be fairly short.be fairly short.


Goodwill Messages:Goodwill Messages:Cards or Personalized Letters?Cards or Personalized Letters?

Goodwill Messages:Goodwill Messages:Cards or Personalized Letters?Cards or Personalized Letters?

Typical

Greeting

Card

Thank-You

Message

It's wonderful to visit

with someone as nice as you–

You make your guests feel so at home

by everything you do.

So this just comes to thank you

in a warm and special way–

For your hospitality was enjoyed

much more than words can say!

It's wonderful to visit

with someone as nice as you–

You make your guests feel so at home

by everything you do.

So this just comes to thank you

in a warm and special way–

For your hospitality was enjoyed

much more than words can say!


Personalized Thank-You Letter

Dear Professor and Mrs. Shelton:

Thanks for inviting the other members of our business club and me to your home for dinner last Saturday.

The warm reception you and your wife gave us made the evening very special. Your gracious hospitality, the delicious dinner served in a lovely setting, and the lively discussion following dinner all served to create an enjoyable evening that I will long remember.

We appreciate the opportunity you provided for us students to become better acquainted with each other and with you.

Sincerely,

Dear Professor and Mrs. Shelton:

Thanks for inviting the other members of our business club and me to your home for dinner last Saturday.

The warm reception you and your wife gave us made the evening very special. Your gracious hospitality, the delicious dinner served in a lovely setting, and the lively discussion following dinner all served to create an enjoyable evening that I will long remember.

We appreciate the opportunity you provided for us students to become better acquainted with each other and with you.

Sincerely,


Writing Thank-YousWriting Thank-YousWriting Thank-YousWriting Thank-Yous

Cover three points in gift thank-yous. Identify the gift. Tell why you appreciate it. Explain how you will use it.

Be sincere in sending thanks for a favor. Tell what the favor means to you. Avoid superlatives and gushiness. Maintain credibility with sincere, simple

statements.


Writing Thank-YousWriting Thank-YousWriting Thank-YousWriting Thank-Yous

Offer praise in expressing thanks for hospitality. As appropriate, compliment the following:

Fine food Charming surroundings Warm hospitality Excellent host and hostess Good company


AnsweringAnsweringCongratulatory MessagesCongratulatory Messages

AnsweringAnsweringCongratulatory MessagesCongratulatory Messages

Respond to congratulations. Send a brief note expressing your

appreciation. Tell how good the message made you feel.

Accept praise gracefully. Don't make belittling comments (I'm not

really all that good!) to reduce awkward-ness or embarrassment.


Extending SympathyExtending SympathyExtending SympathyExtending Sympathy

In the first sentence mention the loss and your personal reaction.

For deaths, praise the deceased. Describe positive personal characteristics (Howard was a forceful but caring leader).

Refer to the loss or tragedy directly but sensitively.


Offer assistance. Suggest your availability, especially if you can do something specific.

End on a reassuring, positive note. Perhaps refer to the strength the receiver finds in friends, family, colleagues, or religion.

Extending SympathyExtending SympathyExtending SympathyExtending Sympathy


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Mary Ellen Guffey, Essentials of Business Communication