ES 2002 Business Communication Letter Writing Organising ES

ES 2002 Business Communication Letter Writing: Organising ES 2002 Business Communication: Letter Writing:

Three broad outline patterns • Direct • Indirect • Persuasive ES 2002 Business Communication: Letter Writing: Organising 2

Direct approach Used when you anticipate readers’ response to be positive or neutral. Examples Letters that grant credit/requests Congratulatory messages Letters that acknowledge receipt of goods ES 2002 Business Communication: Letter Writing: Organising 3

• Begin immediately with the main idea • State purpose in the first paragraph • Avoid slow starts ES 2002 Business Communication: Letter Writing: Organising Opening Direct approach: Opening 4

Examples of opening: I will be honored to emcee the annual Chamber of Commerce banquet on 25 May at Westin Stamford. Opening Direct approach: Opening The revised source code with the proper in-program documentation will be shipped to you within three weeks. ES 2002 Business Communication: Letter Writing: Organising 5

• Provide more information, details or supporting facts • Ensure: • • Middle Direct approach: Middle Accuracy Completeness Relevance Logical presentation ES 2002 Business Communication: Letter Writing: Organising 6

• State action required • End with positive, friendly statement to build goodwill ES 2002 Business Communication: Letter Writing: Organising Closing Direct approach: Closing 7

Direct approach Opening Most important idea Supporting details or facts Middle Close Friendly/ positive statement ES 2002 Business Communication: Letter Writing: Organising 8

Indirect approach Used when you anticipate readers’ response to be negative. Examples Letters that turn down requests/invitations Letters that terminate a business relationship Warning letters ES 2002 Business Communication: Letter Writing: Organising 9

• Start with a buffer • Ensure buffer is • Neutral • Pleasant Opening Indirect approach: Opening … some kind of barrier that helps cushion the shock of the bad news ES 2002 Business Communication: Letter Writing: Organising 10

Examples of buffer statements Thank you for your interest in the clerical position at XYZ Co. (Letter turning down a job applicant. ) We have always enjoyed serving you as a customer. (Letter refusing a request) ES 2002 Business Communication: Letter Writing: Organising Opening Indirect approach: Opening 11

• Explain reasons behind the negative response • State refusal briefly ES 2002 Business Communication: Letter Writing: Organising Middle Indirect approach: Middle 12

Explanation should be: • Adequate • Relevant and concise • Believable • Provide plausible explanations • Avoid involved explanations • Dignified Middle Indirect approach: Middle • Avoid using “against company policy” ES 2002 Business Communication: Letter Writing: Organising 13

Refusal should: • Be brief • Be de-emphasized ES 2002 Business Communication: Letter Writing: Organising Middle Indirect approach: Middle 14

Offer alternative solution, if possible End with positive friendly statement Closing Indirect approach: Closing We regret that we have not been able to accede to your request this time. However, should we be able to assist you in the future, please contact us. ES 2002 Business Communication: Letter Writing: Organising 15

Indirect approach Opening Buffer Explanation Bad news Middle Closing Positive note ES 2002 Business Communication: Letter Writing: Organising 16

Persuasive approach Used when you anticipate resistance or a lack of interest. Examples are letters that ask readers to: • cooperate • put in extra work hours (non-sales • contribute a service letters) • make a donation • make a purchase (sales letters) ES 2002 Business Communication: Letter Writing: Organising 17

Gain readers’ Attention ES 2002 Business Communication: Letter Writing: Organising Opening Persuasive approach: Opening 18

Ways of capturing attention Examples Make the reader feel special At Zidex, employees are our greatest asset. . You have been selected for approved membership for our Gold Card. Sales Express appreciation for the … Tritech would not have made it reader’s efforts through those tough times if not for your continued support and perseverance. Focus on something of great concern to the reader We want to ensure that the services that we offer will stay relevant. Ask a question Don’t you want to provide your loved ones with the best things in life? Sales Emphasise newness of product/service Sales For the first time in Singapore, the new Toshiba AB 123 … ES 2002 Business Communication: Letter Writing: Organising 19

• Win the readers’ Support § Address readers’ concerns/questions/objections § Emphasise reader benefits § Highlight other positive outcomes ES 2002 Business Communication: Letter Writing: Organising Middle Persuasive approach: Middle (Non-sales letters) 20

• Create Desire in Product/Service § Emphasise key selling points § Articulate reader benefits § Show product/service can meet readers’ needs § Introduce price attractively ES 2002 Business Communication: Letter Writing: Organising Middle Persuasive approach: Middle (Sales letters) 21

• Motivate Action § State action clearly/confidently § Prompt for quick action § End on positive note ES 2002 Business Communication: Letter Writing: Organising Closing Persuasive approach: Closing 22

Persuasive approach Non-sales letters Sales letters Attract Attention Win Support Create Desire in Product/Service Motivate Action ES 2002 Business Communication: Letter Writing: Organising 23

Which approach? Content Anticipated reaction Approach Desired reaction Good news or routine Positive or neutral Direct Positive/neutral Bad news or unfavourable Negative Indirect Understanding Persuasive Interested/ Persuaded Requests for Indifferent or service, money resistant cooperation/ Sales letters ES 2002 Business Communication: Letter Writing: Organising 24

Points to note Writing plans for the three approaches are just broad guidelines Avoid sounding standardised / artificial Plan each message for the specific reader’s needs Your writing will remain interesting, sincere, and real to the reader ES 2002 Business Communication: Letter Writing: Organising 25