Chapter 8 Writing to Clients and Customers Business Communication Copyright 2010 South-Western Cengage Learning

Chapter 8Writing to Clients and Customers

Business Communication

Copyright 2010 South-Western Cengage Learning

Chapter 8Section 8.1

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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.

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Steps in Planning a MessageIdentify the

objectiveIdentify the main

ideaDetermine the

supporting detailsAdjust the content

to the receiver

48.1 Neutral or Positive Messages

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Planning is an important part of the writing process.

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 attitudeAnnual salary of $62,000 paid biweeklyStarting date is July 1Conditions of employmentDecision needed within one week

Adjust the Content to the Receiver

Applicant is knowledgeable about the job requirements and the companyApplicant will be eager to hear from the company

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Organizing Neutral or Positive MessagesDirect order is usedMain idea comes firstSupporting details follow the

main ideaFurnish explanationsState conditionsAnswer receiver’

Closing builds goodwill


Main IdeaState in the first paragraphInclude in the first or second sentenceState clearly and conciselyEmphasize by keeping the introductory

paragraph shortOne or two sentencesNo more than four lines

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Supporting DetailsDetails that clarify the main idea and help the

receiverFurnishes necessary explanationsStates conditions of the main ideaAnswer’s the receiver’s questionsOne or more paragraphsEach paragraph has …

A central ideaRepeats key wordsLists important points

Keep paragraphs short—8 lines or less 8

Goodwill ClosingFriendly and courteousLeaves a favorable impression with the receiverIdentifies any action requiredUse the receiver’s name in the closing to add a

personal touchSoft 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.

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Writing Neutral MessagesMain idea neither positive or negativeReceiver’s are not being persuaded to do

anythingRoutine 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


Effective Routine Request

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States the main idea


Explains the request

Makes it easy to respond

Writing Neutral MessagesClaims

Message that requests a refund, an exchange, or a discount on merchandise or services

Written in direct order


Claim Message


Writing Positive MessagesAssume the receiver will react

favorablyUse direct orderExamples:

OrdersPositive responses to requestsFriendship messagesAcknowledgments


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Friendship messages are sent to build goodwill.

OrdersRequested via purchase order form, e-mail,

or letterProvide details such as:

The stock number or catalog number for itemsA description or itemsQuantity ordered, unit cost, and total costMethod of shipment Buyer’s name and shipping addressMethod of payment


Effective Order Letter

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States the Items ordered


States where to send items and payment method

Positive Response to a RequestGives a positive response to the requestProvides necessary detailsMakes necessary requestsEnds with a courteous, positive statement May include a reminder of desired actionMay include a soft sell in the closing


Effective Positive Response

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Gives the positive response


States action to be taken

Gives supporting details

Goodwill MessageAn acknowledgement or friendly message

designed to build relationshipsExamples

Express congratulations, sympathy, welcome, or appreciation

Expend invitationsAcknowledge an order or receipt of something

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Friendship MessagesSays nonverbally to the receiver “I want a

positive relationship with you.”May or may not need supporting detailsSympathy—details are not appropriateInvitation—details are appropriate

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AcknowledgmentsMessage that tells a sender that a message or

item has been received.Objective is to build goodwillMay also be used to inform the receiver that

a request cannot be filled right away

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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 22


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Negative Messages . . .Convey news that will disappoint the

receiver.Types of Negative Messages

Deny requestsDecline to supply informationRefuse creditReject a proposal

248.2 Negative Messages

Planning Negative MessagesCareful 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 orderReasons or details firstBad News last


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


Give logical reasons for the bad newsIdentify benefits to the reader, if possibleIdentify other details that may be helpful to the reader


Consider the reader’s concerns and probable reaction to the bad news

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Organizing Negative MessagesBegin with a neutral

openingExplain the reasons for the

negative newsState or imply the negative

newsClose on a positive note; if

possible offer an alternative


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A neutral opening builds trust and does not give bad news.

Neutral OpeningStatements that do not imply a positive or a

negative response to the receiverDoes not mislead the receiver into thinking

the response is positiveDoes not discourage the receiver by

revealing the negative newsDo not refer to the date of the receiver’s

previous message

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Avoid Negative Words or Phrases

AVOID USE

Unable Appreciate

Regret to tell you Agree with you

A problem exists Thank you

Unfortunately

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Reasons for the Negative NewsSupporting detailsOne-two paragraphsGive explanation of reasons for negative

newsTell how reasons will benefit the receiverDO NOT cite company policy for denying a

request to avoid damaging goodwill between company and customers

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The Negative News ItselfLogical presentation of reasons = expectation

of negative newsImply instead of state negative news using

positive languageUse an IF clause and focus on what you CAN

do instead of what you cannot doAvoid Personal pronouns—I, me, my, mine,

we, ours, us, you, yours

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Neutral ExamplesIneffective EffectiveServing 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.

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The ClosingPurpose of the closing is to maintain or build

goodwillClose on a positive noteDO NOT mention or remind the receiver of

the negative news againDO NOT apologize because you cannot

accommodate the receiverOffer another option (most problem

situations have more than one solution.Close with a softsell

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Writing Negative MessagesRequest DenialA message that does not grant or approve

another person’s requestUse indirect orderGive reasons for the negative response

Credit RefusalA message that denies credit to an applicantThe sender should explain the reasons tactfullyThe goal is to refuse credit but maintain the

person as a customer


Effective Negative Message


Opening is neutral

Closing includes a soft sell

Body gives reasons for bad news

Writing Messages with Both Positive and Negative NewsThe positive news is the first ideaThe negative news is the second ideaUse indirect order with the good news as

the openingFollow with reasons for the bad news and

the bad news itself


Facts or OpinionsReading for information

To solve problems To make decisions

Distinguishing between facts and opinionsFacts: statements that can be proved to be true

or correctOpinions: views or conclusions reached by

someone


Assignment Define the following vocabulary words:

Neutral Opening Request Denial Credit Refusal Fact Opinion


Complete 8.2 Applications

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Persuasive MessageA 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

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Planning Persuasive MessagesIdentify a reason for them to do somethingShow readers they have a need to do what

you want them to doNeed 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

418.3 Persuasive Messages

NeedsAchievementRecognitionComfortConveniencePhysical well-beingMoney

Analyze the audience to determine their needs.

Relate the action you want readers to take to those needs

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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


Give information that will convince the receiver to do as you request


Consider the reader’s concerns, needs, and probable reaction to the request

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Planning Persuasive MessagesOrganized in Indirect orderDecide the need before making the requestAfter readers understand the need, they are

more likely to agree to the solution—acting as you request

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Organizing Persuasive MessagesGain the reader’s

attentionShow a need or benefitExplain your solution to

that need (your request)Present the supporting

informationAsk for a specific action


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In a persuasive message, the writer must overcome resistance to change.

Gain the Reader’s AttentionIntroduce 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

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Show a NeedExplain the need from

the reader’s point of view

Address any obvious obstacles

Emphasize your primary appeal

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Explain how he or she can meet that need—by doing as you request

Explain Your Solution

Present Supporting Details

ObstacleSomething 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

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Primary Appeal

Ask for a Specific ActionClearly indicate the action the reader must

take to approve or grant the requestAction suggested must be easy to doInclude a deadlineExplain how quickly approving your request

will save time and/or money

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Types of Persuasive MessagesSales messages

Message that tries to convince a customer to purchase a product or service

Collection messagesMessage that tries

to convince a customer to pay a past-due bill


Stages of Collection Messages

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• Purpose is to obtain payment; tells customer what will happen if payment is not made immediately

Effective Sales Message

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Gains attention and shows a need

Asks for specific action

Gives a solution


Gives supporting details

ProposalsDocuments that

describe a need and recommend a solutionInternal or External

Request for proposal (RFP)Document that

outlines needs or problems to be solved

Solicited proposal

Unsolicited proposalReceiver has not

requested the proposal

Organization and content vary but most contain certain elements


Elements of a ProposalIntroduction

Summary of proposalBackground

Optional sectionDescribed events that

lead to situationNeedScope of project

Outline your planAction plan

Steps needed to carry out proposal

ScheduleTime Needed

CostHow much and link

cost to benefits reader will receive

QualificationsCall for action

State a specific requestSupporting information

Additional information

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Chain LettersAre a type of persuasive messageTry to convince the receiver to take some

actionAre illegal if sent by U.S. Mail and request

money or items of value


Assignment Define the following

vocabulary words: Persuasive message Obstacle Primary appeal Sales message Collection message Proposal Request for

proposal Chain letter


Complete 8.3 Applications

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