1. Chapter 8 Writing to Clients and Customers
Business Communication
Chapter 8
Writing to Clients and Customers
Copyright South-Western Cengage Learning

2. Neutral or Positive Messages
Chapter 8
Section 8.1

3. Planning Neutral or Positive Messages
Business messages are written to achieve a purpose.
To improve their chances for success, a sender should consider messages from the receiver’s point of view.

4. Steps in Planning a Message
Identify the objective
Identify the main idea
Determine the supporting details
Adjust the content to the receiver
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Planning is an important part of the writing process.
8.1 Neutral or Positive Messages

5. PLANNING A POSITIVE MESSAGE
Identify the Objective
To make an offer of employment
Identify the Main Idea
Company offers applicant a position as a training director in the Services Department
Determine the Supporting Details
Impressed with applicant’s knowledge of the company and good work attitude
Annual salary of $62,000 paid biweekly
Starting date is July 1
Conditions of employment
Decision needed within one week
Adjust the Content to the Receiver
Applicant is knowledgeable about the job requirements and the company
Applicant will be eager to hear from the company

6. Organizing Neutral or Positive Messages
Direct order is used
Main idea comes first
Supporting details follow the main idea
Furnish explanations
State conditions
Answer receiver’
Closing builds goodwill
8.1 Neutral or Positive Messages

7. Main Idea State in the first paragraph
Include in the first or second sentence
State clearly and concisely
Emphasize by keeping the introductory paragraph short
One or two sentences
No more than four lines

8. Supporting Details
Details that clarify the main idea and help the receiver
Furnishes necessary explanations
States conditions of the main idea
Answer’s the receiver’s questions
One or more paragraphs
Each paragraph has …
A central idea
Repeats key words
Lists important points
Keep paragraphs short—8 lines or less

9. Goodwill Closing Friendly and courteous
Leaves a favorable impression with the receiver
Identifies any action required
Use the receiver’s name in the closing to add a personal touch
Soft Sell
A subtle or low-pressure appeal used in an attempt to sell a product or service
EX Thank you for your order. You may want to visit our store during our Anniversary Sale. All personal computers will be reduced 25 percent.

10. Writing Neutral Messages
Main idea neither positive or negative
Receiver’s are not being persuaded to do anything
Routine requests
Message that asks for information or action that the sender thinks will be done willingly
Should provide enough details for the receiver to understand the request and respond easily
8.1 Neutral or Positive Messages

11. Effective Routine Request
States the main idea
Explains the request
Makes it easy to respond
8.1 Neutral or Positive Messages

12. Writing Neutral Messages
Claims
Message that requests a refund, an exchange, or a discount on merchandise or services
Written in direct order
8.1 Neutral or Positive Messages

13. Claim Message
8.1 Neutral or Positive Messages

14. Writing Positive Messages
Assume the receiver will react favorably
Use direct order
Examples:
Orders
Positive responses to requests
Friendship messages
Acknowledgments
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Friendship messages are sent to build goodwill.
8.1 Neutral or Positive Messages

15. Orders Requested via purchase order form, e-mail, or letter
Provide details such as:
The stock number or catalog number for items
A description or items
Quantity ordered, unit cost, and total cost
Method of shipment
Buyer’s name and shipping address
Method of payment
8.1 Neutral or Positive Messages

16. Effective Order Letter
States the Items ordered
States where to send items and payment method
8.1 Neutral or Positive Messages

17. Positive Response to a Request
Gives a positive response to the request
Provides necessary details
Makes necessary requests
Ends with a courteous, positive statement
May include a reminder of desired action
May include a soft sell in the closing
8.1 Neutral or Positive Messages

18. Effective Positive Response
Gives the positive response
Gives supporting details
States action to be taken
8.1 Neutral or Positive Messages

19. Goodwill Message
An acknowledgement or friendly message designed to build relationships
Examples
Express congratulations, sympathy, welcome, or appreciation
Expend invitations
Acknowledge an order or receipt of something

20. Friendship Messages
Says nonverbally to the receiver “I want a positive relationship with you.”
May or may not need supporting details
Sympathy—details are not appropriate
Invitation—details are appropriate

21. Acknowledgments
Message that tells a sender that a message or item has been received.
Objective is to build goodwill
May also be used to inform the receiver that a request cannot be filled right away

22. Assignment Define the following vocabulary words:
Soft Sell
Routine Request
Claim
Order
Goodwill Message
Acknowledgment
Write definitions in notes or type and save as Chapter 8 Vocabulary in your PLC folder.
Complete 8.1 Applications

23. Negative Messages
Chapter 8
Section 8.2

24. Negative Messages . . . Convey news that will disappoint the receiver.
Types of Negative Messages
Deny requests
Decline to supply information
Refuse credit
Reject a proposal
8.2 Negative Messages

25. Planning Negative Messages
Careful planning and organizing are required to give the bad news and yet maintain goodwill.
Tone should reflect a sincere concern for the receiver’s interest
Use Indirect order
Reasons or details first
Bad News last
8.2 Negative Messages

26. PLANNING A NEGATIVE MESSAGE
Identify the Objective
Give the negative news
Identify the Main Idea
State the negative news in a positive tone that reflects an interest in the reader
Determine the Supporting Details
Give logical reasons for the bad news
Identify benefits to the reader, if possible
Identify other details that may be helpful to the reader
Adjust the Content to the Receiver
Consider the reader’s concerns and probable reaction to the bad news

27. Organizing Negative Messages
Begin with a neutral opening
Explain the reasons for the negative news
State or imply the negative news
Close on a positive note; if possible offer an alternative
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A neutral opening builds trust and does not give bad news.
8.2 Negative Messages

28. Neutral Opening
Statements that do not imply a positive or a negative response to the receiver
Does not mislead the receiver into thinking the response is positive
Does not discourage the receiver by revealing the negative news
Do not refer to the date of the receiver’s previous message

29. Avoid Negative Words or Phrases
USE
Unable
Appreciate
Regret to tell you
Agree with you
A problem exists
Thank you
Unfortunately

30. Reasons for the Negative News
Supporting details
One-two paragraphs
Give explanation of reasons for negative news
Tell how reasons will benefit the receiver
DO NOT cite company policy for denying a request to avoid damaging goodwill between company and customers

31. The Negative News Itself
Logical presentation of reasons = expectation of negative news
Imply instead of state negative news using positive language
Use an IF clause and focus on what you CAN do instead of what you cannot do
Avoid Personal pronouns—I, me, my, mine, we, ours, us, you, yours

32. Neutral Examples Ineffective Effective
Serving on such an important committee would be a pleasure.
We would like to repair your cell phone, but company policy forbids it.
I cannot send your order today.
Thank you for asking me to serve on the Improvements Committee.
Providing free repair of cell phones out of warranty would add greatly to the retail prices of our phones. For example . . .
If I could, I would send your order today. Your order will be sent as soon as we receive the shipment from our supplier.

33. The Closing Purpose of the closing is to maintain or build goodwill
Close on a positive note
DO NOT mention or remind the receiver of the negative news again
DO NOT apologize because you cannot accommodate the receiver
Offer another option (most problem situations have more than one solution.
Close with a softsell

34. Writing Negative Messages
Request Denial
A message that does not grant or approve another person’s request
Use indirect order
Give reasons for the negative response
Credit Refusal
A message that denies credit to an applicant
The sender should explain the reasons tactfully
The goal is to refuse credit but maintain the person as a customer
8.2 Negative Messages

35. Effective Negative Message
Opening is neutral
Body gives reasons for bad news
Closing includes a soft sell
8.2 Negative Messages

36. Writing Messages with Both Positive and Negative News
The positive news is the first idea
The negative news is the second idea
Use indirect order with the good news as the opening
Follow with reasons for the bad news and the bad news itself
8.2 Negative Messages

37. Facts or Opinions Reading for information
To solve problems
To make decisions
Distinguishing between facts and opinions
Facts: statements that can be proved to be true or correct
Opinions: views or conclusions reached by someone
8.2 Negative Messages

38. Assignment Define the following vocabulary words:
Neutral Opening
Request Denial
Credit Refusal
Fact
Opinion
Write definitions in notes or type and save as Chapter 8 Vocabulary in your PLC folder.
Complete 8.2 Applications

39. Persuasive Messages
Chapter 8
Section 8.3

40. Persuasive Message
A message that tries to convince the reader to take an action.
Examples:
Team leader tries to persuade team members to work overtime to complete a project
Employee tries to persuade other employees to use a new form
Salesman tries to persuade customers to place orders
Collections department tries to persuade customers to pay their bills

41. Planning Persuasive Messages
Identify a reason for them to do something
Show readers they have a need to do what you want them to do
Need must be theirs not yours
Using a new form to make your job easier IS NOT their need but yours
Using a new form to make their job easier IS their need
8.3 Persuasive Messages

42. Needs Achievement Recognition Comfort Convenience Physical well-being
Money
Analyze the audience to determine their needs.
Relate the action you want readers to take to those needs

43. PLANNING A PERSUASIVE MESSAGE
Identify the Objective
Get the receiver to take an action or refrain from taking an action
Identify the Main Idea
Show that the requested action will benefit the receiver
Determine the Supporting Details
Give information that will convince the receiver to do as you request
Adjust the Content to the Receiver
Consider the reader’s concerns, needs, and probable reaction to the request

44. Planning Persuasive Messages
Organized in Indirect order
Decide the need before making the request
After readers understand the need, they are more likely to agree to the solution—acting as you request

45. Organizing Persuasive Messages
Gain the reader’s attention
Show a need or benefit
Explain your solution to that need (your request)
Present the supporting information
Ask for a specific action
© Digital Vision / Getty Images
In a persuasive message, the writer must overcome resistance to change.
8.3 Persuasive Messages

46. Gain the Reader’s Attention
Introduce the topic in an interesting and relevant way
Goal is to capture the reader’s attention
First Paragraph should introduce the topic—not make a request
Describe a problem related to the request
Remind reader of a goal related to the request
Present a “what if” situation related to the request
Tell coworkers you know of an opportunity they will not want to miss

47. Present Supporting Details
Show a Need
Explain Your Solution
Explain the need from the reader’s point of view
Explain how he or she can meet that need—by doing as you request
Present Supporting Details
Address any obvious obstacles
Emphasize your primary appeal

48. Obstacle Primary Appeal
Something that hinders or prevents progress or achieving a goal
Resistance to change
Lack of time, energy, and/or money
The most convincing point in a persuasive message
The one thing most likely to attract reader’s attention and motivate them to act

49. Ask for a Specific Action
Clearly indicate the action the reader must take to approve or grant the request
Action suggested must be easy to do
Include a deadline
Explain how quickly approving your request will save time and/or money

50. Types of Persuasive Messages
Sales messages
Message that tries to convince a customer to purchase a product or service
Collection messages
Message that tries to convince a customer to pay a past-due bill
8.3 Persuasive Messages

51. Stages of Collection Messages
Reminder stage
Assumes customer has forgotten to make a payment
Strong reminder stage
Sent when customer has not responded to the first reminder
Discussion stage
Purpose is to obtain full payment or partial payment; explanation is sought
Urgency stage
Purpose is to obtain payment; tells customer what will happen if payment is not made immediately

52. Effective Sales Message
Gains attention and shows a need
Gives a solution
Gives supporting details
Asks for specific action
8.3 Persuasive Messages

53. Proposals Documents that describe a need and recommend a solution
Internal or External
Request for proposal (RFP)
Document that outlines needs or problems to be solved
Solicited proposal
Unsolicited proposal
Receiver has not requested the proposal
Organization and content vary but most contain certain elements
8.3 Persuasive Messages

54. Elements of a Proposal Introduction Background Need Scope of project
Summary of proposal
Background
Optional section
Described events that lead to situation
Need
Scope of project
Outline your plan
Action plan
Steps needed to carry out proposal
Schedule
Time Needed
Cost
How much and link cost to benefits reader will receive
Qualifications
Call for action
State a specific request
Supporting information
Additional information

55. Chain Letters Are a type of persuasive message
Try to convince the receiver to take some action
Are illegal if sent by U.S. Mail and request money or items of value
8.2 Negative Messages

56. Assignment Define the following vocabulary words:
Persuasive message
Obstacle
Primary appeal
Sales message
Collection message
Proposal
Request for proposal
Chain letter
Write definitions in notes or type and save as Chapter 8 Vocabulary in your PLC folder.
Complete 8.3 Applications