Chapter 6 Positive Messages Essentials of Business Communication

Understanding the Power of Business Letters Still important because they do the following: © 2013 Cengage Learning ● All Rights Reserved § Produce a permanent record § Remain confidential, unlike e-mail § Convey formality, importance, professionalism § Deliver persuasive, well-considered messages Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 6, Slide 2

Formatting Business Letters © 2013 Cengage Learning ● All Rights Reserved The next three slides illustrate basic information on proper placement and formatting of business letters. (Refer to Appendix A, Document Format Guide, for more details on this topic. ) Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 6, Slide 3

Letterhead Dateline CYPRESS ASSOCIATES, INC. 5090 Katella Avenue Anaheim, CA 92642 May 18, 201 x WEB: cypress@grid. com PHONE: (310) 329 -4330 FAX: (310) 329 -4259 2 inches from top of page 2 to 7 blank lines © 2013 Cengage Learning ● All Rights Reserved Inside Address Salutation Subject Line Ms. La. Tonja Williams Health Care Specialists 2608 Fairview Road Costa Mesa, CA 92627 1 blank line Dear Ms. Williams: 1 blank line Subject: Formatting Business Letters Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition 1 blank line Chapter 6, Slide 4

One blank line between paragraphs © 2013 Cengage Learning ● All Rights Reserved Numbered list for improved readability At your request, this letter illustrates and explains business letter formatting in a nutshell. The most important points to remember are these: 1. Set margins between 1 and 1½ inches; most word processing programs automatically set margins at 1 inch. 2. Start the date 2 inches 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, Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 6, Slide 5

the date and closing lines start at the center. 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. © 2013 Cengage Learning ● All Rights Reserved Complimentary Closing Printed Name and Title Reference Initials 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 Montoya Executive Director SM: lef Enclosure 3 -4 blank lines 1 blank line Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 6, Slide 6

Writing Plan: Direct Requests Opening Body Closing © 2013 Cengage Learning ● All Rights Reserved § Ask the most important question first. OR § Express a polite command. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 6, Slide 7

Writing Plan: Direct Requests Opening Body Closing © 2013 Cengage Learning ● All Rights Reserved § Explain the request logically and courteously. § Ask other questions if necessary. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 6, Slide 8

Writing Plan: Direct Requests Opening Body Closing © 2013 Cengage Learning ● All Rights Reserved § Request a specific action with an end date, if appropriate. § Show appreciation. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 6, Slide 9

The Five Ss Be selfless. Keep the message short. Be specific. © 2013 Cengage Learning ● All Rights Reserved Tips for Writing Goodwill Messages Be spontaneous. Be sincere. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 6, Slide 10

The Five Ss Be selfless. © 2013 Cengage Learning ● All Rights Reserved Focus the message solely on the receiver, not the sender. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 6, Slide 11

The Five Ss © 2013 Cengage Learning ● All Rights Reserved Instead of generic statements (You did a good job), include special details (Your marketing strategy to target key customers proved to be outstanding). Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Be specific. Chapter 6, Slide 12

The Five Ss © 2013 Cengage Learning ● All Rights Reserved Show your honest feelings with conversational, unpretentious language (We’re all very proud of your award). Be sincere. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 6, Slide 13

The Five Ss © 2013 Cengage Learning ● All Rights Reserved Strive to make the message natural, fresh, and direct. Avoid canned phrases (If I may be of service, please do not hesitate. . . ). Be spontaneous. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 6, Slide 14

The Five Ss Keep the message short. © 2013 Cengage Learning ● All Rights Reserved Remember that, although they may be as long as needed, most goodwill messages are fairly short. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 6, Slide 15

Benefits of Written Thank-You and Congratulatory Messages © 2013 Cengage Learning ● All Rights Reserved 2 § Provide sincere thoughts because few people take time to write § Provide tangible evidence that can be used to support a performance evaluation § May be treasured over the years Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 6, Slide 16

END Essentials of Business Communication 9 e Mary Ellen Guffey & Dana Loewy ©

Chapter 7 Negative Messages Essentials of Business Communication 9 e Mary Ellen Guffey &

Possible Negative Messages To Employees/Potential Employees © 2013 Cengage Learning ● All Rights Reserved § § Announcing layoffs, firing people Turning down job applicants Reducing benefits, salaries Changing procedures—with negative effect Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 19 2

Possible Negative Messages To Customers © 2013 Cengage Learning ● All Rights Reserved § Denying customer claims § Increasing prices § Revealing delivery or service problems § Announcing product recalls Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 20 2

More Negative Messages To Investors § Revealing poor financial performance § Disclosing criminal investigations © 2013 Cengage Learning ● All Rights Reserved To the Community § Refusing donations § Explaining environmental issues (chemical spills, etc. ) What else would you add to this list? Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 21 2

Communicating Bad News: Goals § Explaining clearly and concisely—to help receiver understand accept the bad news © 2013 Cengage Learning ● All Rights Reserved § Projecting a professional image—to promote a positive image of yourself and your organization § Conveying empathy and sensitivity—to show respect for the receiver Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 22

Goals in Communicating Negative News § Being fair—to show that the decision was impartial and rational © 2013 Cengage Learning ● All Rights Reserved § Maintaining friendly relations—to show your desire to continue relations with the receiver Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 23

The Direct Strategy Bad News Reasons Closing © 2013 Cengage Learning ● All Rights Reserved The direct strategy is appropriate for delivering negative news in some situations. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 24

When to Use the Direct Strategy © 2013 Cengage Learning ● All Rights Reserved § Bad news is insignificant and not damaging § Receiver may overlook the bad news § Organization or receiver prefers directness § Firmness is necessary Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 25

Common Reactions to Bad News © 2013 Cengage Learning ● All Rights Reserved § Delivery delay § Product recall § Credit refusal § Billing error § Price increase § Layoffs § Disappointment § Irritation § Anger Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 26

How to Diminish Negative Feelings © 2013 Cengage Learning ● All Rights Reserved § Let the reader know the reasons for the rejection. § Reveal the bad news with sensitivity. § Disappointment § Irritation § Anger Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 27

The Indirect Strategy Buffer Reasons Bad News Closing © 2013 Cengage Learning ● All Rights Reserved Use the indirect strategy when you care about how a message will affect the receiver. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 28

When to Use the Indirect Strategy © 2013 Cengage Learning ● All Rights Reserved § Bad news is personally upsetting § Receiver will have a hostile reaction § Customer relations will be threatened § Bad news is unexpected Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 29

The Indirect Strategy Buffer Reasons Bad News Closing © 2013 Cengage Learning ● All Rights Reserved The indirect strategy prepares the reader before receiving the bad news, thus softening the impact of the bad news. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 30

Possible Buffers Buffer © 2013 Cengage Learning ● All Rights Reserved § § Bad News Reasons Best news Compliment Appreciation Agreement § § Closing Facts Understanding Review Apology Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 31

How to Apologize Effectively © 2013 Cengage Learning ● All Rights Reserved § Apologize sincerely. § Accept responsibility. § Use good judgment. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 32

Evaluating Buffer Statements How effective are the following openings for a letter that refuses a job applicant? © 2013 Cengage Learning ● All Rights Reserved Unfortunately, your application for employment cannot be considered. Poor: Reveals the bad news bluntly. We sincerely regret that we will not be able to invite you for an interview. Poor: Sounds phony and canned. Quick Check Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 33

Presenting the Reasons Buffer © 2013 Cengage Learning ● All Rights Reserved § § § Reasons Bad News Closing Explain clearly. Cite reader or other benefits, if possible. Explain company policy, if relevant. Choose positive words. Show that the matter was treated seriously and fairly. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 34

Revealing the Bad News Buffer Reasons Bad News Closing © 2013 Cengage Learning ● All Rights Reserved To reveal the bad news with sensitivity, apply the following techniques for cushioning the bad news: Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 35

Cushioning the Bad News u Avoid the spotlight. Put the bad news in the middle of a paragraph halfway through the message. © 2013 Cengage Learning ● All Rights Reserved v Use a long sentence. Don’t put the bad news in a short, simple sentence. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 36

Cushioning the Bad News w Place the bad news in a subordinate clause. © 2013 Cengage Learning ● All Rights Reserved Although we have no opening for an individual with your qualifications at this time, we are pleased that you thought of us when you started your job search. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 37

Cushioning the Bad News x Be clear but not overly graphic. © 2013 Cengage Learning ● All Rights Reserved Instead of this: Try this: Our investigation reveals that you owe three creditors large sums and that you were fired from your last job. Our investigation reveals that your employment status and financial position do not meet our minimum requirements. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 38

Cushioning the Bad News Use passive-voice verbs. © 2013 Cengage Learning ● All Rights Reserved Passive-voice verbs focus attention on actions rather than on personalities. They are useful in being tactful. Instead of this: We cannot make a contribution at this time. Try this: A contribution cannot be made at this time. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 39

Converting Active to Passive Voice © 2013 Cengage Learning ● All Rights Reserved Active Voice: Passive Voice: I cannot issue a cash refund for your return. A cash refund cannot be issued for your return. We cannot process your application this month. Your application cannot be processed this month. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 3, Slide 40

Cushioning the Bad News Accentuate the positive. Describe what you can do instead of what you cannot do. © 2013 Cengage Learning ● All Rights Reserved Instead of this: We cannot ship your order until next week. Try this: Your order will ship next week. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 41

Cushioning the Bad News Imply the refusal. Instead of this: © 2013 Cengage Learning ● All Rights Reserved We cannot contribute to your charity this year. Try this: Although all our profits must be reinvested in our company this year, we hope to be able to support your future fund-raising activities. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 42

Cushioning the Bad News Suggest a compromise or an alternative. © 2013 Cengage Learning ● All Rights Reserved Although the cashmere sweater cannot be sold at the incorrectly listed price of $18, we can allow you to purchase this $218 item for only $118. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 43

Closing Pleasantly Buffer Reasons Bad News Closing Avoid poor endings: © 2013 Cengage Learning ● All Rights Reserved § Cliché (We apologize for any inconvenience this may cause. ) § Insincere (We regret this with all our hearts. ) § Inappropriate (We really screwed up. ) § Self-serving (You made us feel so bad. ) Avoid mentioning the refusal again. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 44

Closing Pleasantly Buffer Reasons Bad News Closing Options for personalizing the closing: © 2013 Cengage Learning ● All Rights Reserved § § § A forward look An alternative Good wishes Freebies Resale or sales promotion Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 45

Damage Control With Customers u Call the individual involved. v Describe the problem and apologize. © 2013 Cengage Learning ● All Rights Reserved w Explain the following: § Why the problem occurred § What you are doing to resolve the problem § How you will prevent the problem from happening again Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 46

Damage Control With Customers x Follow with a letter that does the following: © 2013 Cengage Learning ● All Rights Reserved § Documents details discussed in the phone call § Promotes goodwill Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 7, Slide 47