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Business Communication: Process and Product 3 rd Brief Canadian Edition Copyright © 2010 Chapter 9 Routine Letters and Goodwill Messages.

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Presentation on theme: "Business Communication: Process and Product 3 rd Brief Canadian Edition Copyright © 2010 Chapter 9 Routine Letters and Goodwill Messages."— Presentation transcript:

1 Business Communication: Process and Product 3 rd Brief Canadian Edition Copyright © 2010 Chapter 9 Routine Letters and Goodwill Messages

2 Ch. 9, Slide 2 Positive Letters and Messages The Writing Process Typical Direct, Positive Letters Letter Structure and Format The Five Ss of Goodwill Messages Copyright © 2010 Nelson Education Ltd.

3 Ch. 9, Slide 3 Understanding the Power of Business Letters Business letters are powerful and effective because they  Produce a permanent record  Maintain confidentiality  Convey formality and sensitivity  Deliver a persuasive, well- considered message. Copyright © 2010 Nelson Education Ltd.

4 Ch. 9, Slide 4 Applying the Writing Process Prewriting Analyze Anticipate Adapt  Determine your purpose.  Visualize the audience.  Predict the audience’s reaction.  Consider ways to adapt your message to achieve your goal. Copyright © 2010 Nelson Education Ltd.

5 Ch. 9, Slide 5 Applying the Writing Process  Collect information  Choose the most effective pattern of organization.  Compose the first draft. Writing Research Organize Compose Copyright © 2010 Nelson Education Ltd.

6 Ch. 9, Slide 6  Revise for clarity and conciseness.  Proofread for correctness.  Decide whether this message will achieve its purpose. Revising Edit Proofread Evaluate Applying the Writing Process Copyright © 2010 Nelson Education Ltd.

7 Ch. 9, Slide 7 Analyzing the Structure of Positive Letters Opening Body Closing Acadia Trading Co Acadia Drive Victorville, QC Copyright © 2010 Nelson Education Ltd.

8 Ch. 9, Slide 8 Structure of Positive Letters: Opening Acadia Trading Co Acadia Drive Victorville, QC Acadia Trading Co Acadia Drive Victorville, QC Frontload in the opening.  Begin with the main idea.  Tell immediately why you are writing. Copyright © 2010 Nelson Education Ltd.

9 Ch. 9, Slide 9 Structure of Positive Letters: Body Acadia Trading Co Acadia Drive Victorville, QC Acadia Trading Co Acadia Drive Victorville, QC Explain in the body.  Present details that explain the request or response.  Group similar ideas together.  Include graphic highlighting to spotlight main points. Copyright © 2010 Nelson Education Ltd.

10 Ch. 9, Slide 10 Structure of Positive Letters: Closing Acadia Trading Co Acadia Drive Victorville, QC Acadia Trading Co Acadia Drive Victorville, QC Be specific and courteous in the closing.  For requests, tell specifically what action you want taken and provide an end date (deadline) if appropriate.  For other routine letters, provide a courteous, concluding thought. Copyright © 2010 Nelson Education Ltd.

11 Ch. 9, Slide 11 Formatting Business Letters WEB: 9254 Stratham DrivePHONE: (403) Edmonton, AB T6C 4E2FAX: (403) May 18, 2011 Ms. LaTonja Williams Health Care Specialists 109 Dunning Crescent Red Deer, AB T4R 2E2 Dear Ms. Williams: Subject: Formatting Business Letters WEB: 9254 Stratham DrivePHONE: (403) Edmonton, AB T6C 4E2FAX: (403) May 18, 2011 Ms. LaTonja Williams Health Care Specialists 109 Dunning Crescent Red Deer, AB T4R 2E2 Dear Ms. Williams: Subject: Formatting Business Letters LetterheadDateline Inside Address Salutation Subject Line CYPRESS ASSOCIATES, INC. 5 cm from top of page 2 to 7 blank lines 1 blank line Copyright © 2010 Nelson Education Ltd.

12 Ch. 9, Slide 12 At your request, this letter illustrates and explains business letter formatting. The most important points to remember are these: 1. Set margins between 2.5 and 4 cm; most word processing programs automatically set margins at 2.5 cm. 2. Start the date 5 cm 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 the least trouble. In modified block-style letters, At your request, this letter illustrates and explains business letter formatting. The most important points to remember are these: 1. Set margins between 2.5 and 4 cm; most word processing programs automatically set margins at 2.5 cm. 2. Start the date 5 cm 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 the least trouble. In modified block-style letters, Numbered list for improved readability One blank line between paragraphs Copyright © 2010 Nelson Education Ltd.

13 Ch. 9, Slide 13 the date and closing lines start at the centre. For both styles the complimentary close is followed by three 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 Executive Director SM: mef Enclosure the date and closing lines start at the centre. For both styles the complimentary close is followed by three 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 Executive Director SM: mef Enclosure Complimentary Closing Printed Name and Title Reference Initials 1 blank line 3 blank lines Copyright © 2010 Nelson Education Ltd.

14 Ch. 9, Slide 14 Direct Requests for Information or Action Opening  Ask a question or issue a polite command (Will you please answer the following questions…).  Avoid long explanations preceding the main idea. Copyright © 2010 Nelson Education Ltd.

15 Ch. 9, Slide 15 Direct Requests for Information or Action Body  Explain your purpose and provide detail.  Express questions in parallel form. Number or bullet them.  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. Copyright © 2010 Nelson Education Ltd.

16 Ch. 9, Slide 16 Direct Requests for Information or Action Closing  State specifically, but courteously, what action is to be taken.  Set an end date, if one is significant. Explain.  Avoid cliché endings (Thank you for your cooperation.) Show appreciation, but use a fresh expression.  Make it easy for receiver to respond. Copyright © 2010 Nelson Education Ltd.

17 Ch. 9, Slide 17 Direct Claim Letters Opening  Immediately describe what you want done.  When the remedy is obvious, state it briefly (Please send 12 copies of Model Business Plans to replace the 12 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.) Copyright © 2010 Nelson Education Ltd.

18 Ch. 9, Slide 18 Direct Claim Letters Body  Explain 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. Copyright © 2010 Nelson Education Ltd.

19 Ch. 9, Slide 19 Direct Claim Letters Closing  End courteously with a tone that promotes goodwill.  Request specific action, including end date, if appropriate. Note: Act promptly in making claims, and always keep a copy of your message. Copyright © 2010 Nelson Education Ltd.

20 Ch. 9, Slide 20 Direct Reply Letters Subject Line  Consider including a subject line to identify the topic and any previous correspondence.  Use abbreviated style, omitting articles (a, an, the). Opening  Deliver the information the reader wants.  When announcing good news, do so promptly. Copyright © 2010 Nelson Education Ltd.

21 Ch. 9, Slide 21 Direct Reply Letters Body  Explain the subject logically.  Use lists, tables, headings, boldface, italics, or other graphic devices to improve readability.  In letters to customers, promote your products and your organization. Copyright © 2010 Nelson Education Ltd.

22 Ch. 9, Slide 22 Direct Reply Letters Closing  Offer concluding thought, perhaps referring to the information or action requested.  Avoid cliché endings (If you have any other questions, don’t hesitate to call).  Be cordial. Copyright © 2010 Nelson Education Ltd.

23 Ch. 9, Slide 23 Adjustment Letters Opening  When approving a customer’s claim, announce the good news (adjustment) immediately.  Avoid sounding grudging or reluctant. Copyright © 2010 Nelson Education Ltd.

24 Ch. 9, Slide 24 Adjustment Letters Body  Strive to win back the customer’s confidence; explain what went wrong (if you know).  Apologize if it seems appropriate, but be careful about admitting responsibility. Check with your boss or legal counsel first.  Concentrate on how diligently your organization works to avoid disappointing customers. Copyright © 2010 Nelson Education Ltd.

25 Ch. 9, Slide 25 Adjustment Letters Body (continued)  Avoid negative language (trouble, regret, fault).  Don’t blame the customers—even if they are at fault.  Don’t blame individuals or departments in your organization. It sounds unprofessional. Copyright © 2010 Nelson Education Ltd.

26 Ch. 9, Slide 26 Adjustment Letters Closing  Show appreciation that the customer wrote to you.  Consider expressing confidence that the problem has been resolved.  Thank the customer for past business.  Refer to your desire to be of service. Copyright © 2010 Nelson Education Ltd.

27 Ch. 9, Slide 27 The Five Ss of Goodwill Messages Five Ss of Goodwill Messages Short Spontaneous Sincere Specific Selfless Copyright © 2010 Nelson Education Ltd.

28 Ch. 9, Slide 28 The Five Ss of Goodwill Messages In expressing thanks, recognition, or sympathy: Be s elfless Discuss the receiver, not the sender not the sender. Copyright © 2010 Nelson Education Ltd.

29 Ch. 9, Slide 29 Cite specifics rather than generalities. Be s pecific The Five Ss of Goodwill Messages In expressing thanks, recognition, or sympathy: Copyright © 2010 Nelson Education Ltd.

30 Ch. 9, Slide 30 Show your honest feelings with unpretentious language. Be S incere The Five Ss of Goodwill Messages In expressing thanks, recognition, or sympathy: Copyright © 2010 Nelson Education Ltd.

31 Ch. 9, Slide 31 Make the message sound natural, fresh, and direct. Avoid canned phrases. Be S pontaneous The Five Ss of Goodwill Messages In expressing thanks, recognition, or sympathy: Copyright © 2010 Nelson Education Ltd.

32 Ch. 9, Slide 32 Although goodwill messages may be as long as needed, they generally are fairly short. Keep it S hort The Five Ss of Goodwill Messages In expressing thanks, recognition, or sympathy: Copyright © 2010 Nelson Education Ltd.

33 Ch. 9, Slide 33  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 that good.) Answering Congratulatory Messages Copyright © 2010 Nelson Education Ltd.

34 End Ch. 9, Slide 34 Copyright © 2010 Nelson Education Ltd.


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