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Revise the following:
Thank you for your e-mail of even date.
For the audit of Turner Communications, furnish us a copy of
the company’s balance sheet, expenses statements and all the
paid bills to our office at the earliest.
We will revert to you as soon as possible.
Should you have any queries, do not hesitate to contact us.
Chapter 7: Overview
2
Writing Routine and Positive Messages
Chapter 6, Slide 3 Mary Ellen Guffey, Essentials of Business Communication, 8e
Understanding the Power of Business Letters
They produce a permanent record.
Unlike e-mail, they are confidential.
They convey formality and sensitivity.
They deliver persuasive, well-
considered messages.
Why are letters still important in business?
Chapter 6, Slide 4 Mary Ellen Guffey, Essentials of Business Communication, 8e
Stating Your Request Up Front
With routine requests, you can make your request at
the beginning of the message.
Pay attention to tone. Instead of demanding action,
show respect by using words such as please and I
would appreciate. 4
Chapter 6, Slide 5 Mary Ellen Guffey, Essentials of Business Communication, 8e
Be specific. State precisely what you want.
For example, if you request the latest market
data from your research department, be sure
to say whether you want a 1-page summary
or 100 pages of raw data.
5
Chapter 6, Slide 6 Mary Ellen Guffey, Essentials of Business Communication, 8e
Ask the most important question first.
For example, if cost is your major concern, you might
begin with a question such as “How much will it cost to
have our new website created by an outside firm?”
Then you may ask more specific but related questions
such as whether discounts are available for paying
early.
6
Chapter 6, Slide 7 Mary Ellen Guffey, Essentials of Business Communication, 8e
Deal with only one topic per question.
If you have a complex request, break it down into
specific, individual questions.
Thus the reader can address each question separately.
This consideration gets you a more accurate answer in
less time.
7
Chapter 6, Slide 8 Mary Ellen Guffey, Essentials of Business Communication, 8e
Request specific action in a courteous close.
Close your message with three vital elements:
1. A specific request includes relevant deadline.
2. Information how you can be reached.
3. An expression of appreciation or goodwill.
8
Chapter 6, Slide 9 Mary Ellen Guffey, Essentials of Business Communication, 8e
For example, “Please send the figures by April 5
so that I can return first-quarter results to you
before the April 15 board meeting. I appreciate
your help.”
9
Chapter 6, Slide 10 Mary Ellen Guffey, Essentials of Business Communication, 8e Mary Ellen Guffey, Business Communication: Process and
Product, 6e
Ch. 8, Slide 10
Analyzing the Structure of Positive Letters
Opening
Body
Closing
Anaconda Trading Co. 4340 Anaconda Drive Victorville, CA 92392
760.222.3525
Chapter 6, Slide 11 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 12 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 13 Mary Ellen Guffey, Essentials of Business Communication, 8e
Opening Body
Request a specific action with an
end date, if appropriate.
Show appreciation.
Closing
Writing Plan for Request for Information or Action
Chapter 6, Slide 14 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 15 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 to
my company to discuss
building a commercial
Web site.
Improving Openers for Routine Request Letters
Chapter 6, Slide 16 Mary Ellen Guffey, Essentials of Business Communication, 8e
Weak
Hoping to hear from you
at your earliest
convenience.
Improved
Please call us at (213) 457-
2998 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 17 Mary Ellen Guffey, Essentials of Business Communication, 8e
Parts of a Business Letter
Fully-Blocked Layout
Chapter 3, Slide 18 Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 19 Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 6, Slide 20 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 21 Mary Ellen Guffey, Essentials of Business Communication, 8e
Ineffective Information Request
Open letter by clicking icon at
right.
As you read the letter,
• Evaluate its content.
• Identify areas for improvement.
Chapter 6, Slide 22 Mary Ellen Guffey, Essentials of Business Communication, 8e
Improved Information Request
Saves readers’ time by starting directly with
the information request.
Makes it easy for readers to identify what
specific questions need to be answered.
Closes appropriately with appreciation and
requesting a specific action with an end
date.
Chapter 6, Slide 23 Mary Ellen Guffey, Essentials of Business Communication, 8e
Improved Information Request
Open letter
by clicking
icon at right.
Chapter 6, Slide 24 Mary Ellen Guffey, Essentials of Business Communication, 8e
Writing Plan for a Direct Claim
Body Closing
Describe clearly the desired action.
Opening
Chapter 6, Slide 25 Mary Ellen Guffey, Essentials of Business Communication, 8e
Opening Closing
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 26 Mary Ellen Guffey, Essentials of Business Communication, 8e
Opening Body
End pleasantly with a goodwill statement.
Include end dating if appropriate.
Closing
Writing Plan for a Direct Claim
Chapter 6, Slide 27 Mary Ellen Guffey, Essentials of Business Communication, 8e
Ineffective Direct Claim
Open letter by clicking icon at
right.
As you read the letter,
• Evaluate its content.
• Identify areas for improvement.
Chapter 6, Slide 28 Mary Ellen Guffey, Essentials of Business Communication, 8e
Improved Direct Claim
Open letter
by clicking
icon at right.
Your Task: Read the claim request, discuss
the faults, remove them and then rewrite it.
06-12-2016 10:05:53 29
Class Activity
You call yourselves Good Vibes, but all I’m getting from your service
is bad vibes! I’m furious that you have your salespeople slip in
unwanted service warranties to boost your sales.
When I bought my Panstronic VCR from Good Vibes, in August, I
specifically told the salesperson that I did NOT want a three-year
service warranty. But there it is on my VISA statement this month! You
people obviously billed me for a service I did not authorize. I refuse to
pay this charge.
How can you hope to stay in business with such fraudulent practices? I
was expecting to return this month and look at CD players, but I’ll
find an honest dealer this time.
Chapter 6, Slide 31 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 32 Mary Ellen Guffey, Essentials of Business Communication, 8e
Closing Body
End pleasantly.
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 33 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 34 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 35 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 36 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 6, Slide 37 Mary Ellen Guffey, Essentials of Business Communication, 8e
Effective Adjustment Letter
Open letter
by clicking
icon at right.
38
Company at Fault
• Acknowledge claim or complaint
• Sympathize with the customer
• Take responsibility for the outcome
• Explain your plan of action
• Work to repair the relationship
• Follow up on your response
39
Customer at Fault
Refuse Claim
Adjustment Cost
Business Cost
Grant Claim
Deter Mistakes
Keep Customers
40
Third-Party at Fault
•Assess Situation
•Offer Solutions
•No Blame Game
Chapter 1, Slide 41 Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 6, Slide 41 Mary Ellen Guffey, Essentials of Business Communication, 8e
Keep the
message
short.
Be
spontaneous.
Be
sincere.
Be
specific.
Be
selfless.
Tips for Writing
Goodwill
Messages
The Five Ss
Chapter 1, Slide 42 Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 6, Slide 42 Mary Ellen Guffey, Essentials of Business Communication, 8e
Be
selfless.
Discuss the receiver,
not the sender.
The Five Ss
Chapter 1, Slide 43 Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 6, Slide 43 Mary Ellen Guffey, Essentials of Business Communication, 8e
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).
The Five Ss
Chapter 1, Slide 44 Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 6, Slide 44 Mary Ellen Guffey, Essentials of Business Communication, 8e
Be
sincere.
Show your honest feelings
with conversational,
unpretentious language
(We’re all very proud
of your award).
The Five Ss
Chapter 1, Slide 45 Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 6, Slide 45 Mary Ellen Guffey, Essentials of Business Communication, 8e
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 46 Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 6, Slide 46 Mary Ellen Guffey, Essentials of Business Communication, 8e
Keep the
message
short. Remember that, although
they may be as long
as needed, most
goodwill messages are
fairly short.
The Five Ss
Chapter 6, Slide 47 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.
Chapter 6, Slide 48 Mary Ellen Guffey, Essentials of Business Communication, 8e
Writing Thank-Yous
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 49 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,
Chapter 6, Slide 50 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.
Chapter 6, Slide 51 Mary Ellen Guffey, Essentials of Business Communication, 8e
Answering Congratulatory Messages
Accept praise gracefully.
Don't make belittling comments (I'm not really all
that good!) to reduce awkward-ness or
embarrassment.
Chapter 6, Slide 52 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 53 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 comforting, positive note. Perhaps
refer to the strength the receiver finds in friends,
family, colleagues, or religion.
54
Message Goals
Communicate
Information
Leave a Good
Impression Provide the Details
Answer All Questions
55
Fostering Goodwill
►Offering Congratulations
►Showing Appreciation
►Condolences and Sympathy
Test Your Knowledge
1. Which is more effective in claim letters--- anger or
objectivity?
2. What are the two most important positions in a letter?
3. What are the three goals of a writer responding to a
customer claim letter?
© 2010 Thomson South-Western Instructor Only Version
END