Chapter 6 Positive Messages Routine Letters and Goodwill

Chapter 6 Positive Messages

• Routine Letters and Goodwill Messages (p. 133 -135) – Letters are primarily external documents – Sent to: • • Suppliers Government agencies Other businesses Customers (most important) – The most emphatic positions in letters are the openings and closings – Good for the following: • • Creating a permanent record Lending confidentiality Conveying formality and sensitivity Delivering persuasive, well-considered messages

Direct Requests for Information or Action (p. 135 -137) • Opening – Ask the most important question first or express a polite command (in the form of a rhetorical question. Do not use a question mark. ) • Body – Explain request logically and courteously – Ask other questions if necessary – Use graphic highlighting to increase readability

• Closing – Request a specific action with an end date, if appropriate, and show appreciation – Avoid clichéd closings • Thanking you in advance, • I remain. . . • Thank you for your cooperation,

Direct Claims (p. 137 -138) • Opening – Describe clearly the desired action, especially when the remedy is obvious – Ask for a change in policy or procedure, or for an explanation if the remedy is less obvious • Body – Explain the nature of the claim – Tell why the claim is justified – Provide details regarding the action requested – Avoid becoming angry or assigning blame – Include copies of all pertinent documentation

• Closing – End pleasantly with a goodwill statement – Include an end date if appropriate – Act promptly

Direct Replies (p. 138 -141) • Written in response to requests for information or action • May include a Subject Line below the salutation to identify previous correspondence and/or refer to the main idea (optional) • Opening – Deliver the most important information first – Avoid wordy, drawn-out openings

• Body – Arrange information logically – Use graphic highlighting to increase readability – Explain and clarify information – Provide additional information (if appropriate) – Build goodwill • Closing – End pleasantly – Avoid clichéd closings

Adjustment Letters (p. 141 -145) • • Three goals: To rectify the wrong, if one exists To regain the confidence of the customer To promote future business and goodwill • Subject Line (optional) – Identify previous correspondence – Make a general reference to the main topic

• Opening – Grant the request or announce adjustment immediately – Use positive language – Include sales promotion if appropriate • Body – Explain how you are complying with the request – Try to regain the customer’s confidence – Use positive language

• Decide Whether to Apologize – If you feel an apology is an appropriate goodwill gesture, include it. – DO NOT admit negligence • Closing – End positively with a forward-looking thought – Express confidence in future business relations – Avoid referring to the unpleasantness

Goodwill Messages (p. 145) • Written in response to: – Thanks – Recognition – Sympathy • Goodwill messages should be: – Selfless – Specific – Sincere – Spontaneous – Short

• Thank-You Notes (p. 145 -147) – Direct opening – Special notebook paper or heavy cardstock – Written in response to: • Gift • Favor • Hospitality • Responding to Goodwill Messages (p. 147) – Rude not to respond to recognition – Written to: • Answer congratulatory note • Respond to pat on the back

• Conveying Sympathy (p. 147 -148) – Refer to the death or misfortune sensitively – Praise the deceased in a personal way – Offer assistance without going into excessive detail – End on a reassuring, forward-looking note

Is Email Appropriate for Goodwill Messages (p. 148) • Handwritten messages more impressive • Email appropriate if: – You frequently communicate with receiver via email – You precede a phone call or a handwritten offering condolences – You immediately follow a condolence email with a handwritten note