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Chapter 9 Routine Letters and Goodwill Messages

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1 Chapter 9 Routine Letters and Goodwill Messages
Mary Ellen Guffey, Business Communication: Process and Product, 5e Copyright © 2006

2 Write Business Letters…
When corresponding with an outsider When a permanent record is necessary When formality is important When a message is sensitive and requires an organized, well-considered presentation Mary Ellen Guffey, Business Communication: Process and Product, 5e

3 Writing Process: Phase 1
Determine your purpose. Visualize the audience. Anticipate the reaction to your message. Mary Ellen Guffey, Business Communication: Process and Product, 5e

4 Writing Process: Phase 2
Collect information. Organize into a list or an outline. Compose the first draft. Mary Ellen Guffey, Business Communication: Process and Product, 5e

5 Writing Process: Phase 3
Revise for clarity and conciseness. Proofread for correctness and format. Evaluate by putting yourself in the reader’s shoes. Mary Ellen Guffey, Business Communication: Process and Product, 5e

6 The Direct Pattern Frontload in the opening. Explain in the body.
Be specific and courteous in the closing. Mary Ellen Guffey, Business Communication: Process and Product, 5e

7 Frontloading in the Opening
Begin with the main idea. Tell immediately why you are writing. Mary Ellen Guffey, Business Communication: Process and Product, 5e

8 Explaining in the Body Present details that explain the request or response. Group similar ideas together. Consider using graphic highlighting techniques. Mary Ellen Guffey, Business Communication: Process and Product, 5e

9 Being Specific and Courteous in the Closing
For requests, specifically indicate the action you want taken and provide an end date (deadline), if appropriate. For other direct letters, provide a courteous concluding thought. Mary Ellen Guffey, Business Communication: Process and Product, 5e

10 Formatting Business Letters
Set side margins for 1 to 1½ inches. Place the date 2 inches from the top or 1 blank line below the letterhead. Leave 2 to 7 blank lines between the date and inside address. Single-space within paragraphs and double-space between. Don’t justify right margin. Mary Ellen Guffey, Business Communication: Process and Product, 5e

11 Formatting Business Letters
Decide whether to use full block (all lines starting at the left margin) or modified block (date and closing lines starting at the center) letter style. Allow 3 blank lines between the complimentary close and the writer’s name. Mary Ellen Guffey, Business Communication: Process and Product, 5e

12 Formatting Business Letters
WEB: 5090 Katella Avenue PHONE: (310) Anaheim, CA FAX: (310) May 18, 2006 Ms. LaTonja Williams Health Care Specialists 2608 Fairview Road Costa Mesa, CA 92627 Dear Ms. Williams: SUBJECT: FORMATTING BUSINESS LETTERS Cypress Associates, Inc. Letterhead Dateline Inside Address 2 inches from top of page 2 to 7 blank lines 1 blank line Salutation Subject Line Mary Ellen Guffey, Business Communication: Process and Product, 5e

13 Formatting Business Letters
At your request, this letter illustrates and explains business letter formatting in a nutshell. The most important points to remember are these: 1. Set margins between 1 and 1½ inches; most word processing programs automatically set margins at 1 inch. 2. Start the date 2 inches from the top edge of the paper or 1 blank line below the letterhead, whichever position is lower. 3. Allow about 5 lines after the date—more lines for shorter letters and fewer lines for longer ones. The two most popular letter styles are block and modified block. Block style, with all lines beginning at the left, causes Mary Ellen Guffey, Business Communication: Process and Product, 5e

14 Formatting Business Letters
the least trouble. In modified block style letters, the date and closing lines start at the center. For both styles the complimentary close is followed by 3 blank lines before the writer’s signature. Reference initials and enclosure notations, if used, appear in the lower left corner, as shown below. So that you can see additional styles, I’m sending our office style guide. I certainly hope this material is helpful to you and your assistants, Ms. Williams. Sincerely, Sharon Montoya SM:mef Complimentary Closing Printed Name Reference Initials 3 blank lines 1 blank line Mary Ellen Guffey, Business Communication: Process and Product, 5e

15 Requesting Information and Action
Mary Ellen Guffey, Business Communication: Process and Product, 5e

16 Opening Ask a question or issue a polite command (Will you please answer the following questions. . . ?). Avoid long explanations that precede the main idea. Mary Ellen Guffey, Business Communication: Process and Product, 5e

17 Body Explain your purpose and provide details.
Express questions in parallel form. Number them if appropriate. To elicit the most information, use open-ended questions (What training programs do you recommend?) rather than yes-or-no questions (Are training programs available?). Suggest reader benefits, if possible. Mary Ellen Guffey, Business Communication: Process and Product, 5e

18 Closing State specifically, but courteously, the action you wish to be taken. Set an end date, if one is significant, and explain why. Avoid cliché endings (Thank you for your cooperation). Show appreciation but use a fresh expression. Make it easy for the receiver to respond. Mary Ellen Guffey, Business Communication: Process and Product, 5e

19 Routine Request “Before” Version
Mary Ellen Guffey, Business Communication: Process and Product, 5e

20 Routine Request: “Before” Version
Dear Sir: Because we are one of the largest banking systems in the country, we receive hundreds of résumés from job candidates every day. We need help in sorting and ranking candidates by categories, such as job classification, education, work history, skill, and experience. Recently, I was reading WORKFORCE magazine, and the March issue has a story about your new software program called Resumix. It sounds fascinating and may be the answer to our problem. We would like more information about this program, which is supposed to read and sort résumés. Mary Ellen Guffey, Business Communication: Process and Product, 5e

21 Thank you for your cooperation. Sincerely,
Routine Request: “Before” Version In addition to learning if the program can sort candidates into the categories mentioned earlier, I’m wondering if the program can read all the different typefonts and formats that candidates use on their résumés. Another important consideration for us is training and troubleshooting. If we need help with the program, would you supply it? Thank you for your cooperation. Sincerely, Mary Ellen Guffey, Business Communication: Process and Product, 5e

22 Routine Request “After” Version
Mary Ellen Guffey, Business Communication: Process and Product, 5e

23 2. Can the program help us sort and rank candidates by
Routine Request: “After” Version Dear Product Manager: Please send me information about your Resumix software program, which I read about in the March issue of WORKFORCE magazine. We receive hundreds of résumés daily, and, frankly, we need assistance in processing them. Answers to the following questions would help us determine if Resumix could solve our problem. 1. In terms of fonts and formats, what kinds of résumés can your software read? 2. Can the program help us sort and rank candidates by Mary Ellen Guffey, Business Communication: Process and Product, 5e

24 Routine Request: “After” Version
categories such as job classification, education, work history, skill, and experience? 3. How does your company provide training and troubleshooting service for your software? I would appreciate your response by April 1 so that we can study the program before the rush of job applications in June. Sincerely, Mary Ellen Guffey, Business Communication: Process and Product, 5e

25 Order Letters Mary Ellen Guffey, Business Communication: Process and Product, 5e

26 Opening Use order language to identify the message (Please send by UPS the following items from your spring catalog). Name the information source (the May 2 advertisement in the Daily News). Mary Ellen Guffey, Business Communication: Process and Product, 5e

27 Body List items vertically.
Provide quantity, order number, complete description, unit price, and total price. Prevent mistakes by providing as much information as possible. Mary Ellen Guffey, Business Communication: Process and Product, 5e

28 Closing Tell how you plan to pay for the merchandise.
Tell when you would like to receive the goods, and supply any special instructions. Express appreciation. Mary Ellen Guffey, Business Communication: Process and Product, 5e

29 Direct Claim Letters Mary Ellen Guffey, Business Communication: Process and Product, 5e

30 Opening Describe what you want done immediately.
When the remedy is obvious, state it briefly (Please send 12 copies of Model Memos to replace the copies of Business Proposals sent in error). When the remedy is less obvious, explain your goal (Please clarify your policy regarding reservations and late arrivals). Mary Ellen Guffey, Business Communication: Process and Product, 5e

31 Body Clarify the problem and justify your request.
Provide details objectively and concisely. Don’t ramble. Be organized and coherent. Avoid becoming angry or trying to fix blame. Include names of individuals and dates of previous actions. Mary Ellen Guffey, Business Communication: Process and Product, 5e

32 Closing End courteously with a tone that promotes goodwill.
Request specific action, including end date, if appropriate. Note: Act promptly in making claims, and keep a copy of your message. Mary Ellen Guffey, Business Communication: Process and Product, 5e

33 Direct Reply Letters Mary Ellen Guffey, Business Communication: Process and Product, 5e

34 Subject Line Consider including a subject line to identify the topic and any previous correspondence. Use abbreviated style, omitting articles (a, an, the). Mary Ellen Guffey, Business Communication: Process and Product, 5e

35 Opening Deliver the information the reader wants.
When announcing good news, do so promptly. Mary Ellen Guffey, Business Communication: Process and Product, 5e

36 Body Explain the subject logically.
Use lists, tables, headings, boldface, italics, or other graphics devices to improve readability. In letters to customers, promote your products and your organization. Mary Ellen Guffey, Business Communication: Process and Product, 5e

37 Closing Offer a concluding thought, perhaps referring to the information or action requested. Avoid cliché endings (if you have any questions, do not hesitate to call). Be cordial. Mary Ellen Guffey, Business Communication: Process and Product, 5e

38 Granting Claims Mary Ellen Guffey, Business Communication: Process and Product, 5e

39 Opening When approving a customer’s claim, announce the good news immediately. Avoid sounding grudging or reluctant. Mary Ellen Guffey, Business Communication: Process and Product, 5e

40 Body Strive to win back the customer’s confidence; consider explaining what went wrong (if you know). Concentrate on how diligently your organization works to avoid disappointing customers. Be careful about admitting responsibility; check with your boss or legal counsel first. Mary Ellen Guffey, Business Communication: Process and Product, 5e

41 Body Avoid negative language (trouble, neglect, fault).
Don’t blame customers – even if they are at fault. Don’t blame individuals or departments in your organization. Don’t make unrealistic promises. Mary Ellen Guffey, Business Communication: Process and Product, 5e

42 Closing Show appreciation that the customer wrote.
Extend thanks for past business. Refer to your desire to be of service. Mary Ellen Guffey, Business Communication: Process and Product, 5e

43 Claim Response “Before” Version
Mary Ellen Guffey, Business Communication: Process and Product, 5e

44 Claim Response: “Before” Version
Dear Mrs. Winston: Thank you for your letter of May 18 in which you complain that you are receiving two issues of Home Office each month. We have checked into the matter and ascertained that the misunderstanding resulted when you placed an order under the name of Mrs. Wendy Winston. You claim that this new subscription was made as part of your daughter’s magazine fund-raising program at her school. If this is true, please note that a computer cannot distinguish between your current subscription for Mrs. H.C. Winston and a new one for another name. Mary Ellen Guffey, Business Communication: Process and Product, 5e

45 Claim Response: “Before” Version
But we think we’ve straightened the problem out. We’re extending your subscription for 14 months. That’s a bonus of two issues to make up for the double ones you’ve received. However, we can’t prevent you from receiving one or two more double issues. Sincerely, Mary Ellen Guffey, Business Communication: Process and Product, 5e

46 Claim Response “After” Version
Mary Ellen Guffey, Business Communication: Process and Product, 5e

47 Claim Response: “After” Version
Dear Mrs. Winston: You’re right, Mrs. Winston. Instead of starting a new subscription, we should have extended your current subscription to Home Office. Beginning in January, you will receive issues for 14 additional months–a bonus of two free months. You may receive one or two more double issues, but you’re not being charged for them. Please share them with your friends or neighbors. Although you ordered 12 months of Home Office, we’re giving you 14 months–just to let you know how important your satisfaction is to us. Cordially, Mary Ellen Guffey, Business Communication: Process and Product, 5e

48 Letters of Recommendation
Mary Ellen Guffey, Business Communication: Process and Product, 5e

49 Opening Name the candidate and position sought.
State that your remarks are confidential. Describe your relationship with the candidate. Mary Ellen Guffey, Business Communication: Process and Product, 5e

50 Body Describe the applicant’s performance and potential.
Strive to include statements about communication skills, organizational skills, people skills, ability to work with a team, etc. Include definite, task-related descriptions (She completed two 50-page proposals instead of She works hard). Mary Ellen Guffey, Business Communication: Process and Product, 5e

51 Body Include negative statements only if they are objective and supported by facts. Mary Ellen Guffey, Business Communication: Process and Product, 5e

52 Conclusion If supportive, summarize candidate’s best points.
Offer ranking of candidate (Of all the accountants I have supervised, she ranks in the top 10 percent). Offer to supply additional information if needed. Mary Ellen Guffey, Business Communication: Process and Product, 5e

53 The Five Ss of Goodwill Messages
Mary Ellen Guffey, Business Communication: Process and Product, 5e

54 The Five Ss of Goodwill Messages
In expressing thanks, recognition, or sympathy: Be selfless. Emphasize the receiver, not the sender. Be specific. Focus on specifics rather than generalities. Be sincere. Show your honest feelings by using unpretentious language. Mary Ellen Guffey, Business Communication: Process and Product, 5e

55 The Five Ss of Goodwill Messages
Be spontaneous. Make the message sound natural, fresh, and direct. Avoid canned phrases. Keep the message short. Although goodwill messages may be as long as needed, they generally are fairly short. Mary Ellen Guffey, Business Communication: Process and Product, 5e

56 Answering Congratulatory Messages
In answering congratulatory messages: Send a brief note expressing your appreciation. Tell how good the message made you feel. Accept praise gracefully. Don’t make belittling statements (I’m not really all that good!). Mary Ellen Guffey, Business Communication: Process and Product, 5e

57 End Mary Ellen Guffey, Business Communication: Process and Product, 5e


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