© 2010 Thomson South-Western Instructor Only Version CHAPTER 6 PositiveMessages

Chapter 6, Slide 2 Mary Ellen Guffey, Essentials of Business Communication, 8e Understanding the Power of Business Letters  They produce a permanent record.  Unlike , they are confidential.  They convey formality and sensitivity.  They deliver persuasive, well- considered messages. Why are letters still important in business?

Chapter 6, Slide 3 Mary Ellen Guffey, Essentials of Business Communication, 8e Body Closing Ask the most important question first or express a polite command. Opening Writing Plan for Request for Information or Action

Chapter 6, Slide 4 Mary Ellen Guffey, Essentials of Business Communication, 8e Opening Closing  Explain the request logically and courteously.  Ask other questions if necessary. Body Writing Plan for Request for Information or Action

Chapter 6, Slide 5 Mary Ellen Guffey, Essentials of Business Communication, 8e OpeningBody  Request a specific action with an end date, if appropriate.  Show appreciation. Closing Writing Plan for Request for Information or Action

Chapter 6, Slide 6 Mary Ellen Guffey, Essentials of Business Communication, 8e Improving Openers for Routine 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

Chapter 6, Slide 7 Mary Ellen Guffey, Essentials of Business Communication, 8e Weak My company is interested in building a commercial Web site. I noticed at your site an offer to have a representative visit and discuss plans. We are eager to have someone visit us. Improved Please have a representative visit my company to discuss building a commercial Web site. Improving Openers for Routine Request Letters

Chapter 6, Slide 8 Mary Ellen Guffey, Essentials of Business Communication, 8e Weak I am conducting a training class for students of photography at the Lincoln Training Center, and I saw a picture we could use in our program. Improved What is the procedure for ordering a copy of a photograph to be used for training purposes? Improving Openers for Routine Request Letters

Chapter 6, Slide 9 Mary Ellen Guffey, Essentials of Business Communication, 8e Weak Thanks for any information you can provide. OpeningBody 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. Improving Closings for Routine Request Letters

Chapter 6, Slide 10 Mary Ellen Guffey, Essentials of Business Communication, 8e Weak Hoping to hear from you at your earliest convenience. Improved Please call us at (213) before April 4 to arrange an appointment during the week of April 10. Thank you for your cooperation. Your answer to my inquiry will help me make my printer choice. Thanks! Improving Closings for Routine Request Letters

Chapter 6, Slide 11 Mary Ellen Guffey, Essentials of Business Communication, 8e Parts 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.

Chapter 3, Slide 12 Mary Ellen Guffey, Essentials of Business Communication, 8e

Chapter 3, Slide 13 Mary Ellen Guffey, Essentials of Business Communication, 8e

Chapter 3, Slide 14 Mary Ellen Guffey, Essentials of Business Communication, 8e 2 inches from top or 1 blank line 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

Chapter 3, Slide 15 Mary Ellen Guffey, Essentials of Business Communication, 8e 1 blank line (double space) Hit ENTER four times after complimentary close to allow space for signature

Chapter 6, Slide 16 Mary Ellen Guffey, Essentials of Business Communication, 8e Ineffective Information Request  Prepare on plain paper instead of printed letterhead.  Include your home address (street, city, state, zip) but not your name.  Note that the rest of the personal business letter format is the same as other business letters. Take note that the letter example you will see on the next slide illustrates the personal business letter.

Chapter 6, Slide 17 Mary Ellen Guffey, Essentials of Business Communication, 8e Improved 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

Chapter 6, Slide 18 Mary Ellen Guffey, Essentials of Business Communication, 8e Writing Plan for a Direct Claim BodyClosing Describe clearly the desired action. Opening

Chapter 6, Slide 19 Mary Ellen Guffey, Essentials of Business Communication, 8e OpeningClosing  Explain the nature of the claim.  Tell why the claim is justified.  Provide details regarding the action requested. Body Writing Plan for a Direct Claim

Chapter 6, Slide 20 Mary Ellen Guffey, Essentials of Business Communication, 8e OpeningBody  End pleasantly with a goodwill statement.  Include end dating if appropriate. Closing Writing Plan for a Direct Claim

Chapter 6, Slide 21 Mary Ellen Guffey, Essentials of Business Communication, 8e Body Opening Writing Plan for Direct Replies Closing Subject Line  Identify previous correspondence.  Deliver the most important information first. Body Opening Subject Line

Chapter 6, Slide 22 Mary Ellen Guffey, Essentials of Business Communication, 8e Closing Body  End pleasantly. Opening Subject Line Closing Body Writing Plan for Direct Replies  Arrange the information in a logical sequence.  Explain and clarify the information.  Build goodwill.

Chapter 6, Slide 23 Mary Ellen Guffey, Essentials of Business Communication, 8e Writing Plan for Adjustments Opening Closing Body  Subject line is optional.  Identify previous correspondence.  Make a general reference to the main topic. Subject Line

Chapter 6, Slide 24 Mary Ellen Guffey, Essentials of Business Communication, 8e Writing Plan for Adjustments Closing Body Subject Line Opening Grant the request or announce the adjustment immediately.

Chapter 6, Slide 25 Mary Ellen Guffey, Essentials of Business Communication, 8e Writing Plan for Adjustments Closing Subject Line Opening Body  Provide details about how you are complying with the request.  Strive to regain the reader’s confidence.  Apologize if appropriate, but don’t admit negligence.  Include resale or sales promotion if appropriate.

Chapter 6, Slide 26 Mary Ellen Guffey, Essentials of Business Communication, 8e Writing Plan for Adjustments Subject Line Opening Body Closing  End positively with a forward-looking thought.  Express confidence in future business dealings.

Chapter 1, Slide 27 Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 6, Slide 27 Mary Ellen Guffey, Essentials of Business Communication, 8e Keep the message short. Keep the message short. Be spontaneous. Be spontaneous. Be sincere. Be sincere. Be specific. Be specific. Be selfless. Be selfless. Tips for Writing GoodwillMessages GoodwillMessages The Five Ss

Chapter 1, Slide 28 Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 6, Slide 28 Mary Ellen Guffey, Essentials of Business Communication, 8e Be selfless. Be selfless. Discuss the receiver, not the sender. Discuss the receiver, not the sender. The Five Ss

Chapter 1, Slide 29 Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 6, Slide 29 Mary Ellen Guffey, Essentials of Business Communication, 8e Be specific. Be specific. Instead of generic statements (You did a good job), include special details (Your marketing strategy to target key customers proved to be outstanding). Instead of generic statements (You did a good job), include special details (Your marketing strategy to target key customers proved to be outstanding). The Five Ss

Chapter 1, Slide 30 Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 6, Slide 30 Mary Ellen Guffey, Essentials of Business Communication, 8e Be sincere. Be sincere. Show your honest feelings with conversational, unpretentious language (We’re all very proud of your award). Show your honest feelings with conversational, unpretentious language (We’re all very proud of your award). The Five Ss

Chapter 1, Slide 31 Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 6, Slide 31 Mary Ellen Guffey, Essentials of Business Communication, 8e Be spontaneous. Be spontaneous. Strive to make the message natural, fresh, and direct. Avoid canned phrases (If I may be of service, please do not hesitate...). The Five Ss

Chapter 1, Slide 32 Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 6, Slide 32 Mary Ellen Guffey, Essentials of Business Communication, 8e Keep the message short. Keep the message short. Remember that, although they may be as long as needed, most goodwill messages are fairly short. Remember that, although they may be as long as needed, most goodwill messages are fairly short. The Five Ss

Chapter 6, Slide 33 Mary Ellen Guffey, Essentials of Business Communication, 8e Writing 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.

Chapter 6, Slide 34 Mary Ellen Guffey, Essentials of Business Communication, 8e Writing 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

Chapter 6, Slide 35 Mary Ellen Guffey, Essentials of Business Communication, 8e 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,

Chapter 6, Slide 36 Mary Ellen Guffey, Essentials of Business Communication, 8e Answering Congratulatory 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.

Chapter 6, Slide 37 Mary Ellen Guffey, Essentials of Business Communication, 8e Extending 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.

Chapter 6, Slide 38 Mary Ellen Guffey, Essentials of Business Communication, 8e Extending Sympathy  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.

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