ES2002 Business Communication Letter Writing: Organising

ES2002 Business Communication: Letter Writing: Organising2 Three broad outline patterns Direct Indirect Persuasive

ES2002 Business Communication: Letter Writing: Organising3 Direct approach Used when you anticipate readers’ response to be positive or neutral. Examples Letters that grant credit/requests Congratulatory messages Letters that acknowledge receipt of goods

ES2002 Business Communication: Letter Writing: Organising4 Direct approach: Opening Begin immediately with the main idea State purpose in the first paragraph Avoid slow starts Direct approach Opening

ES2002 Business Communication: Letter Writing: Organising5 Direct approach: Opening Examples of opening: I will be honored to emcee the annual Chamber of Commerce banquet on 25 May at Westin Stamford. The revised source code with the proper in-program documentation will be shipped to you within three weeks. Direct approach Opening

ES2002 Business Communication: Letter Writing: Organising6 Direct approach: Middle Provide more information, details or supporting facts Ensure: Accuracy Completeness Relevance Logical presentation Direct approach Middle

ES2002 Business Communication: Letter Writing: Organising7 Direct approach: Closing State action required End with positive, friendly statement to build goodwill Direct approach Closing

ES2002 Business Communication: Letter Writing: Organising8 Direct approach Most important idea Supporting details or facts Friendly/ positive statement Opening Middle Close

ES2002 Business Communication: Letter Writing: Organising9 Indirect approach Used when you anticipate readers’ response to be negative. Examples Letters that turn down requests/invitations Letters that terminate a business relationship Warning letters

ES2002 Business Communication: Letter Writing: Organising10 Indirect approach: Opening Start with a buffer … some kind of barrier that helps cushion the shock of the bad news Ensure buffer is Neutral Pleasant Indirect approach Opening

ES2002 Business Communication: Letter Writing: Organising11 Indirect approach: Opening Examples of buffer statements Thank you for your interest in the clerical position at XYZ Co. (Letter turning down a job applicant.) We have always enjoyed serving you as a customer. (Letter refusing a request) Indirect approach Opening

ES2002 Business Communication: Letter Writing: Organising12 Indirect approach: Middle Explain reasons behind the negative response State refusal briefly Indirect approach Middle

ES2002 Business Communication: Letter Writing: Organising13 Indirect approach: Middle Explanation should be: Adequate Relevant and concise Believable Provide plausible explanations Avoid involved explanations Avoid using “against company policy” Dignified Indirect approach Middle

ES2002 Business Communication: Letter Writing: Organising14 Indirect approach: Middle Refusal should: Be brief Be de-emphasized Indirect approach Middle

ES2002 Business Communication: Letter Writing: Organising15 Indirect approach: Closing Offer alternative solution, if possible End with positive friendly statement We regret that we have not been able to accede to your request this time. However, should we be able to assist you in the future, please contact us. Indirect approach Closing

ES2002 Business Communication: Letter Writing: Organising16 Indirect approach Explanation Bad news Buffer Opening Middle Closing Positive note

ES2002 Business Communication: Letter Writing: Organising17 Persuasive approach Used when you anticipate resistance or a lack of interest. Examples are letters that ask readers to: cooperate put in extra work hours (non-sales contribute a service letters) make a donation make a purchase (sales letters)

ES2002 Business Communication: Letter Writing: Organising18 Persuasive approach: Opening Gain readers’ Attention Persuasive approach Opening

ES2002 Business Communication: Letter Writing: Organising19 Ways of capturing attention Examples Make the reader feel special At Zidex, employees are our greatest asset.... You have been selected for approved membership for our Gold Card. Express appreciation for the reader’s efforts … Tritech would not have made it through those tough times if not for your continued support and perseverance. Focus on something of great concern to the reader We want to ensure that the services that we offer will stay relevant. Ask a questionDon’t you want to provide your loved ones with the best things in life? Emphasise newness of product/service For the first time in Singapore, the new Toshiba AB123 … Sales

ES2002 Business Communication: Letter Writing: Organising20 Persuasive approach: Middle (Non-sales letters) Win the readers’ Support  Address readers’ concerns/questions/objections  Emphasise reader benefits  Highlight other positive outcomes Persuasive approach Middle

ES2002 Business Communication: Letter Writing: Organising21 Persuasive approach: Middle (Sales letters) Create Desire in Product/Service  Emphasise key selling points  Articulate reader benefits  Show how product/service can meet readers’ needs  Introduce price attractively Persuasive approach Middle

ES2002 Business Communication: Letter Writing: Organising22 Persuasive approach: Closing Motivate Action  State action clearly/confidently  Prompt for quick action  End on positive note Persuasive approach Closing

ES2002 Business Communication: Letter Writing: Organising23 Persuasive approach Non-sales lettersSales letters Attract A ttention Win S upport Motivate A ction Attract A ttention Create D esire in Product/Service Motivate A ction

ES2002 Business Communication: Letter Writing: Organising24 Content Anticipated Approach Desired reactionreaction Good news Positive Direct Positive/neutral or routine or neutral Which approach? Bad news or Negative Indirect Understanding unfavourable Requests for Indifferent or Persuasive Interested/ service, money resistant Persuaded cooperation/ Sales letters

ES2002 Business Communication: Letter Writing: Organising25 Points to note Writing plans for the three approaches are just broad guidelines Avoid sounding standardised / artificial Plan each message for the specific reader’s needs Your writing will remain interesting, sincere, and real to the reader