1. (Resource Person, Department of Computer Science, AIOU)
Business Communication(3456) Unit # 05 Written Communication: Major Plans for Letters and Memos
BS (CS)
3rd Semester (Autumn 2016) By
Sardar Ghias Akbar
(Resource Person, Department of Computer Science, AIOU)

2. Introduction of Unit (05)
Bad-News Messages (The Right Attitude, Plans for Bad-News Messages, Negative Replies to Requests, Unfavorable Unsolicited Messages), Persuasive Written Messages (Organization of Persuasive Messages, Persuasive Request, Persuasive Sales Letters)
3576 Introduction to Computer Concepts

3. What are the bad messages?
Bad-News Messages
What are the bad messages?
Bad messages are those messages that a reader finds disappointing or unfavorable or unsolicited negative messages.
There are two broad categories of such messages:
Negative Replies to Requests
Unfavorable Replies to Requests
3576 Introduction to Computer Concepts

4. 3576 Introduction to Computer Concepts
Bad-News Messages
Negative Replies to Requests
Answering Non-Sales-Related Inquiries When the Information is Undesirable
Refusing Adjustments on Claims and Complaints
Refusing Credit Applications
Acknowledging Orders You Cannot Fill Now or at All
Declining Invitations and Requests for Favors
3576 Introduction to Computer Concepts

5. 3576 Introduction to Computer Concepts
Bad-News Messages
Unfavorable Unsolicited Messages 1) Announcing Bad News About Price or Services 2) Penalizing for Nonconformity to Rules or Procedures 3) Conveying other Bad News (admitting mistake/errors, resignations, etc.)
3576 Introduction to Computer Concepts

6. 3576 Introduction to Computer Concepts
Bad-News Messages
Essentials of Preparing a Bad-News Message
The Right Attitude:
In negative messages, your tone will help determine your effectiveness. The right attitude will improve the tone and thus the effectiveness of the message.
In order to maintain right attitude, following suggestions are to be kept in mind for writing bad-news letters and memos:
Put yourself in readers message
Avoid using company rules or policies with no further explanations
Assume that customer wants to do the right thing even though he or she may be mistaken.
Single people out when you praise them: put them in a group when you criticize.
Be courteous and shield the reader's pride
Talk with, not down to, reader
3576 Introduction to Computer Concepts

7. 3576 Introduction to Computer Concepts
Bad-News Messages
Plans for Bad-News Messages Whenever you write bad-news messages, whether you we replying to a request or initiating an unsolicited message, you have two choices: 1 Indirect Organization Format: Buffer explanation, decision. positive close 2. Direct Organization Format: Buffer short explanation, decision. longer explanation, positive close.
3576 Introduction to Computer Concepts

8. 3576 Introduction to Computer Concepts
Bad-News Messages
Indirect Plan
Buffer: The buffer should be pleasant, relevant, neutral in tone; avoid misleading the reader into thinking the news is good
The following are the ways to begin bad-news letters:
a) Agreement: Agree with your reader on something, if possible (perhaps business conditions, costs, or any other pertinent item)
b) Appreciation: Thank the reader (for check, information, application, request, inquiry, cooperation, or whatever applies)
c) Assurance: Assure the reader of your careful consideration and honest explanation of all available facts about problem.
d) Compliment: Try to compliment the reader on something good about his or her past record or request (sincerity, careful listing of facts, or other)
3576 Introduction to Computer Concepts

9. 3576 Introduction to Computer Concepts
Bad-News Messages
e) Cooperation: Show a sincere desire to be helpful as possible. f) Good News: If you can grant any part of a request, and you think your reader will . pleased, begin with that good news. g) Neutral Courtesy: Keep your opening paragraphs non-committal. For instance if you must announce a price increase or service decrease, u. a neutral word such as "change." h) Understanding: Show you understand or sympathize with the reader's problem.
3576 Introduction to Computer Concepts

10. 3576 Introduction to Computer Concepts
Bad-News Messages
2. Explanation and Analysis:
Includes honest, convincing reasons why the matter must be handled differently from the way reader wants it. The explanation can also be given after the bad-news.
Important points to remember while writing giving explanation are:
a) Try to convince reader you are acting in his or her best interests in the long run or according to the policy enforced equally for all. Also avoid reasons that suggest benefit only to your firm.
b) Explain courteously all relevant fact behind your decision. Mention first the favorable factors, then the less favorable ones.
c) Show that the request has been carefully considered for reader's benefit as well as your company's.
3576 Introduction to Computer Concepts

11. 3576 Introduction to Computer Concepts
Bad-News Messages
3. Decision, Implied, or Expressed, with Resale and/or Helpful Suggestions: To make decision clear, positive, and concise, you have these alternatives:
If the reasons are so clear that your reader will conclude you must refuse the request, you can omit negatives entirely and make the bad-news decision clear by implication.
If an implied decision might be misunderstood, express your decision clearly near the end of the explanation. Be careful not to mislead or otherwise cause uncertainty regarding your decision.
If you can offer a constructive suggestion, counterproposal, compromise, or alternative course of action. By emphasizing what can be done, you may clearly imply what cannot be done without actually using the negative language.
If desirable, resell the reader on your company's services or policies
3576 Introduction to Computer Concepts

12. 3576 Introduction to Computer Concepts
Bad-News Messages
Friendly Positive Close: Ending should be positive, with reader-friendly requests, assurances, and reader friendly benefits.
Offer assurances that you appreciate the reader as a customer (or as an interested inquirer and possible future customer)
Invite future patronage, cooperation, suggestions, or compliance with the decision. Include mild, no-pressure sales promotional material if you think reader would respond favorably.
Make clear whatever action is required, when do it, and how to do it easily if you need reader's approval or if the reader must take action.
Express continued interest, services, and reader benefit, or sincere wishes for the reader's success with alternatives.
3576 Introduction to Computer Concepts

13. 3576 Introduction to Computer Concepts
Bad-News Messages
Direct Plan:
Although indirect bad-news plans are most commonly used for sending unfavorable messages, certain situations may warrant the direct approach. The writer's choice depends on context and on particular circumstances.
The direct approach may be effective in the following situations:
A routine matter on which reader is likely not to be seriously disappointed or emotionally involved, especially a message between the employees of two business firms or within the same firms.
A reader who knows to prefer reading the bad-news in the first paragraph. As urgent message that should be called to reader's attention forcefully, as in the late stage of a collection procedure.
3576 Introduction to Computer Concepts

14. 3576 Introduction to Computer Concepts
Bad-News Messages
If writer decides to use direct approach, the pattern is same as the direct good-news plan, except that the opening contains bad instead of good news.
Bad-news decision (with or without brief buffer)
Explanation
Appropriate, courteous ending.
3576 Introduction to Computer Concepts

15. 3576 Introduction to Computer Concepts
Persuasive Messages
Persuasive Messages:
In persuasive messages, you are selling your ideas as well as your organization's image and goodwill. Persuasive messages use the persuasive approach, waiting until the end of the message to ask for the action you want.
The types of persuasive messages discussed in this chapter are:
Persuasive requests. These messages ask for donations, cooperation, gifts, or favors.
Sales messages. These letters are written to sell a product or a service.
Other types of sales messages. These messages include sales letters to dealers, replies to inquiries as sales letters, cover letters as sales letters, and sales letter series.
3576 Introduction to Computer Concepts

16. 3576 Introduction to Computer Concepts
Persuasive Messages
Persuasion is the attempt to change a reader's attitude, beliefs or action in your favor.
3576 Introduction to Computer Concepts

17. AIM OF PERSUASIVE WRITING
You create persuasive message when
You want your reader to do something.
to act
to accept a point of view
In short you make your reader to support, believe and act in your favor
3576 Introduction to Computer Concepts

18. ORGANIZATION OF PERSUASIVE MESSAGES
Direct request organization
Indirect request organization
3576 Introduction to Computer Concepts

19. DIRECT REQUEST ORGANIZATION
Direct request organization: In case of routine, more personal request we can use direct request format, this format has three parts:
Main idea. (your request or question).
Explanation (Evidence, detail and facts so that your reader can respond precisely).
Courteous close (Politely asking for whatever action is desired).
3576 Introduction to Computer Concepts

20. INDIRECT REQUEST ORGANIZATION
Indirect request organization: In complex, more difficult situation, when the favor you ask may precipitate some objection you can use indirect Approach:
i.e.,
Explanation (Buffer opening)
Main Idea (Core of request).
Courteous Close (Polite ending with last request of action).
3576 Introduction to Computer Concepts

21. AIDA FOR SALE PRESENTATION
A:- Attract the readers “attention”. I:- Arouse the readers “interest” D:- Create “desire” and convince the reader A:- State clearly the “action” the reader needs to take. It's not necessary to follow the order of AIDA formula, main thing is to take care of the each and every element in this AIDA model
3576 Introduction to Computer Concepts

22. 3576 Introduction to Computer Concepts
PERSUASIVE REQUESTS
A request for cooperation, gifts, or favors, without any intention to buy or sell, is a persuasive request
This type of letter attempts to persuade the reader to spend time or money or to go to some trouble to help the writer usually without benefit to the reader.
That Require Time or personal Contribution
Requests About Products or Services.
Requests For Claims and Adjustments.
Requests For Change in Policy
Requests for Change in Performance.
Requests for Employer to a Reference.
Requests from Employee to a Reference.
3576 Introduction to Computer Concepts

23. PERSUASIVE SALES LETTERS
To some extent, every letter is a sales letter. We are selling our organization's image and goodwill. More so than other letters, the sales letter is highly specialized, and its writing require exceptional ability and experience. There are two kinds of sales letters: Solicited letters: (the organization is invited to respond to sales messages). Unsolicited letters: (the organization sends out uninvited messages to sell a product or service).
3576 Introduction to Computer Concepts

24. HOW TO WRITE SALES LETTERS
Writing whatever type of sales letter, we should follow these principles.
Know your Buyer
sex, age, occupation, geographic location, financial situation
Prepare a List of Buyers.
Analyze the Product. what prospective buyers think of it and how they can use it do more than make sales--they win satisfied customers.
Decide on the Central Selling Point. The CSP might be appearance, durability, comfort, convenience price etc
3576 Introduction to Computer Concepts

25. 3576 Introduction to Computer Concepts
SOLICITED LETTERS
Solicited sales are the letters that you write in response to an inquiry.
With these letters, the organization has one central
goal: to get responses quickly to someone's request for information.
Use the direct plan for the solicited letter.
3576 Introduction to Computer Concepts

26. ORGANIZATIONAL PLAN RESPONDING TO SOLICITED LETTERS
Opening paragraph use the good-news approach:
Answer the inquirer's questions favorably
Indicate that the requested material will be sent.
Body:
Answer the additional questions
Provide sales promotion information
Arrange your response in such a way that beginning
and end of letter has positive response
Action Ending:
Make the action easy
Suggest benefits to the reader.
Focus on the positive
3576 Introduction to Computer Concepts

27. 3576 Introduction to Computer Concepts
UNSOLICITED LETTERS
Unsolicited sales letter are those letters which you write to people who can be persuaded through these letters to buy your product or service. Before writing this type of letter you should clearly know your purpose
3576 Introduction to Computer Concepts

28. 3576 Introduction to Computer Concepts
THANKS
3576 Introduction to Computer Concepts