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

Business Communication:

Process and Product3rd Brief Canadian Edition

Copyright © 2010

Chapter 9 Routine Letters and Goodwill Messages

Ch. 9, Slide 2

Positive Letters and Messages

The Writing Process

Typical Direct,Positive Letters

Letter Structureand Format

The Five Ss ofGoodwill Messages

Copyright © 2010 Nelson Education Ltd.

Ch. 9, Slide 3

Understanding the Power of Business LettersBusiness letters are

powerful and effective because they

Produce a permanent record

Maintain confidentiality Convey formality and

sensitivity Deliver a persuasive,

well-considered message.


Ch. 9, Slide 4

Applying the Writing Process

Prewriting

AnalyzeAnticipateAdapt

Determine your purpose.

Visualize the audience. Predict the audience’s

reaction. Consider ways to adapt

your message to achieve your goal.


Ch. 9, Slide 5


Collect information Choose the most

effective pattern of organization.

Compose the first draft.

WritingResearchOrganizeCompose


Ch. 9, Slide 6

Revise for clarity and conciseness.

Proofread for correctness.

Decide whether this message will achieve its purpose.

RevisingEditProofreadEvaluate



Ch. 9, Slide 7

Analyzing the Structure of Positive Letters

Opening

Body

Closing

Acadia Trading Co.

4340 Acadia DriveVictorville, QC 819-357-1234


Ch. 9, Slide 8

Structure of Positive Letters: Opening

Acadia Trading Co.4340 Acadia Drive

Victorville, QC 819-357-1234



Frontload in the opening. Begin with the main

idea. Tell immediately why

you are writing.


Ch. 9, Slide 9

Structure of Positive Letters: BodyAcadia Trading Co.




Explain in the body. Present details that

explain the request or response.

Group similar ideas together.

Include graphic highlighting to spotlight main points.


Ch. 9, Slide 10

Structure of Positive Letters: ClosingAcadia Trading Co.




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.

Ch. 9, Slide 11

Formatting Business Letters

WEB: [email protected] Stratham Drive PHONE: (403) 329-4330Edmonton, AB T6C 4E2 FAX: (403) 329-4259

May 18, 2011

Ms. LaTonja WilliamsHealth Care Specialists109 Dunning CrescentRed Deer, AB T4R 2E2Dear Ms. Williams:

Subject: Formatting Business Letters

WEB: [email protected] Stratham Drive PHONE: (403) 329-4330Edmonton, AB T6C 4E2 FAX: (403) 329-4259

May 18, 2011

Ms. LaTonja WilliamsHealth Care Specialists109 Dunning CrescentRed Deer, AB T4R 2E2Dear Ms. Williams:

Subject: Formatting Business Letters

Letterhead

Dateline

Inside Address

Salutation

Subject

Line

CYPRESS ASSOCIATES, INC.

5 cm from top of page

2 to 7 blank lines

1 blank line

1 blank line


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


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 MontoyaSharon MontoyaExecutive 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 MontoyaSharon MontoyaExecutive Director

SM: mef

Enclosure

Complimentary Closing

Printed Name and Title

Reference Initials

1 blank line

1 blank line

3 blank lines


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.


Ch. 9, Slide 15

Direct Requests for Information or ActionBody 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.

Ch. 9, Slide 16

Direct Requests for Information or ActionClosing 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.

Ch. 9, Slide 17

Direct Claim LettersOpening 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.)


Ch. 9, Slide 18

Direct Claim LettersBody 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.

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.


Ch. 9, Slide 20

Direct Reply LettersSubject 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.

Ch. 9, Slide 21

Direct Reply LettersBody 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.


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.

Ch. 9, Slide 23

Adjustment LettersOpening When approving

a customer’s claim, announce the good news (adjustment) immediately.

Avoid sounding grudging or reluctant.


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.

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.


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.


Ch. 9, Slide 27

The Five Ss of Goodwill Messages

Five Ssof Goodwill Messages

Short

Spontaneous Sincere

Specific

Selfless


Ch. 9, Slide 28

The Five Ss of Goodwill MessagesIn expressing thanks, recognition, or sympathy:

Be selfless

Discuss the receiver, not the sender.


Ch. 9, Slide 29

Cite specificsrather than generalities.

Be specific



Ch. 9, Slide 30

Show your honest feelingswith unpretentious language.

BeSincere



Ch. 9, Slide 31

Make the message soundnatural, fresh, and direct.

Avoid canned phrases.

Be

Spontaneous



Ch. 9, Slide 32

Although goodwill messagesmay be as long as needed,

they generally are fairly short.

Keep it

Short



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


End

Ch. 9, Slide 34


Documents

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