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BS 150: Chapter 6: Positive Messages
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Page 1: B S 150  Chapter 6 7 And 8

BS 150:Chapter 6: Positive Messages

Page 2: B S 150  Chapter 6 7 And 8

Understanding the Power of Business Letters

Most workplace messages deal with routine matters that require straightforward answers

Positive, straightforward letters help organizations conduct everyday business and convey goodwill to outsides

A letter is a powerful way to get your message across

Page 3: B S 150  Chapter 6 7 And 8

Business Letters are Necessary When:

A permanent record is required Confidentiality is paramount Formality and sensitivity are essential A persuasive, well considered

presentation is important

Page 4: B S 150  Chapter 6 7 And 8

Direct Requests for Information or Action

How to write an information or action request:

1) Opening- ask the most important question first or express a polite command

2) Body- Explain the request logically and courteously. Ask other questions if necessary

3) Closing- Request a specific action with an end date, if appropriate, and show appreciation

Page 5: B S 150  Chapter 6 7 And 8

Open Your Request Directly

Readers tend to look at the opening and closing

Immediately tell the reader what you want

This saves the reader time

Page 6: B S 150  Chapter 6 7 And 8

The Body and the Closing

Provide the necessary details Itemize the information to improve

readability Close with an action request Tell the reader what you want done and

when

Page 7: B S 150  Chapter 6 7 And 8

Direct Claims

When you as a customer must write to identify or correct a wrong, the letter is called a claim

Written claims are often taken more seriously, and they also establish a record of what happened

Page 8: B S 150  Chapter 6 7 And 8

Writing Plan for a Direct Claim

Opening: Describe clearly the desired action

Body: Explain the nature of the claim, tell why the claim is justified, and provide details regarding the action requested

Closing: End pleasantly with a goodwill statement and include an end date and action request, if appropriate

Page 9: B S 150  Chapter 6 7 And 8

How to Write a Claim

Open your claim with a clear statement of what you want

Explain and justify your claim in the body Avoid becoming angry or trying to fix blame State the facts logically, objectively, and

unemotionally; let the reader decide on the causes

Include copies of all pertinent documents such as invoices, sales slips, catalogues, etc.

Close your claim with a specific action request Put it all together and revise

Page 10: B S 150  Chapter 6 7 And 8

Direct Replies

Example: a customer wants information about a product

Writing Plan for Direct Replies: 1) Subject Line: identify previous

correspondence or refer to the main idea 2) Opening: Deliver the most important

information first 3) Body: Arrange information logically, explain

and clarify it, provide additional info if appropriate, and build goodwill

4) Closing: End pleasantly

Page 11: B S 150  Chapter 6 7 And 8

Adjustment Letters

Even the best run and best loved businesses occasionally receive claims or complaints from consumers

When a company receives a claim and decides to respond favorably, the letter is called an adjustment letter

3 goals in writing this letter: 1) rectify the wrong, if one exits 2) regain the confidence of the customer 3) promote future business and goodwill

Page 12: B S 150  Chapter 6 7 And 8

Writing Plan for Adjustment Letters

1) Subject Line: (optional) Identify the previous correspondence and refer to the main topic

2) Opening: Grant the request or announce the adjustment immediately

3) Body: Provide details about how you are complying with the request; try to regain the customer’s confidence

4) Closing: End positively with a forward looking thought; express confidence in future business relations

Page 13: B S 150  Chapter 6 7 And 8

Goodwill Messages

What is a goodwill message? According to Chapter 6, what should a

goodwill message be? Is email appropriate for goodwill

messages?

Page 14: B S 150  Chapter 6 7 And 8

Chapter 7:Negative Messages

Page 15: B S 150  Chapter 6 7 And 8

Strategies for Delivering Bad News

You may have to write business messages ending business relationships, declining proposals, announcing price increases, refusing requests for donations, terminating employees, turning down invitations, or responding to unhappy customers

Because bad news disappoints, irritates, and sometimes anger the receiver, such messages must be written carefully

Page 16: B S 150  Chapter 6 7 And 8

The bad feelings associated with disappointing news can be reduced if the receiver:

1) Knows the reasons for the rejection 2) Feels that the news was revealed

sensitively 3) Thinks the matter was treated

seriously 4) Believes that the decision was fair You have to know when to use the

direct pattern and when to use the indirect pattern

Page 17: B S 150  Chapter 6 7 And 8

Primary Goals in Communicating Bad News

Primary Goals: 1) Make the receiver understand the

bad news 2) Help the receiver accept the bad

news 3) Maintain a positive image of you and

your oganization

Page 18: B S 150  Chapter 6 7 And 8

Secondary Goals in Communicating Bad News

Secondary Goals: 1) Reduce bad feelings 2) Convey fairness 3) Eliminate future correspondence 4) Avoid creating legal liability or

responsibility for you or your organization

Page 19: B S 150  Chapter 6 7 And 8

Using the Indirect Pattern to Prepare the Reader

What does the indirect pattern do when communicating bad news?

When should you use the direct pattern to communicate bad news?

How can you apply the writing process to communicating bad news?

What are three causes of legal problems when it comes to communicating bad news?

Page 20: B S 150  Chapter 6 7 And 8

Techniques for Delivering Bad News Sensitively

1) Buffering the Opening- begin with a neutral but meaningful statement that makes the reader continue reading; should be relevant and concise and provide a natural transition to the explanation that follows

2) Apologizing- sincere apologies work; apologize to customers if you or your company erred; apologize sincerely and accept responsibility

3) Convey Empathy- involves understanding and entering into the feelings of someone else

4) Presenting the Reasons- Bad news messages should explain reasons before stating the negative news

5) Cushion the bad news- position the news strategically, use the passive voice, or suggest compromises

6) Close Pleasantly- close with a statement that is positive and promotes goodwill

Page 21: B S 150  Chapter 6 7 And 8

Refusing Direct Requests and Claims

As a business communicator, if you have to say no to a request in writing, you can use the direct or indirect pattern

If you’re using the indirect pattern, what should your writing plan look like?

Page 22: B S 150  Chapter 6 7 And 8

Delivering Bad News to Customers

Ways to do damage control: 1) call the individual involved involved 2) Describe the problem and apologize 3) Explain why the problem occurred,

what you are doing to resolve it, and how you will prevent it from happening again

4) Follow up with a letter that documents the phone call and promotes goodwill

Page 23: B S 150  Chapter 6 7 And 8

Denying Claims & Refusing Credit

What is the reasons-before-refusal pattern?

What are 4 goals a business writer has when refusing credit?

Page 24: B S 150  Chapter 6 7 And 8

Delivering Workplace Bad News

Smart organizations involved in a crisis prefer to communicate the news openly to employees, customers and stockholders

When bad news must be delivered to employees, management may want to deliver the news personally

Students: Describe the writing plan for announcing bad news to employees

Page 25: B S 150  Chapter 6 7 And 8

Chapter 8:Persuasive Messages

Page 26: B S 150  Chapter 6 7 And 8

Making Persuasive Requests

Group Assignment: In your groups, define and discuss the following concepts from Chapter 8.

Be sure to hand in your response sheet at the end of the class period.

Page 27: B S 150  Chapter 6 7 And 8

Chapter 8 Questions

1) What is a persuasive request?

2) What’s a writing plan for making a persuasive request?

3) What can you do to create an internal persuasive message that persuades subordinates?

4)What is a “reasonable request” when it comes to writing an effective claim and/or complaint?

5) Why is it important to learn how to write a sales letter?

6) What is the AIDA pattern?

Page 28: B S 150  Chapter 6 7 And 8

Chapter 8 Questions (cont’d)

7) What is a writing plan for a sales message?

8) How do you build interest using a sales letter?

9) What’s the difference between a rational, emotional and dual appeal?

10) Describe three forms of new media and how you can use them to convey company and product information.

Page 29: B S 150  Chapter 6 7 And 8

Next Time…

We will discuss Chapter 9 (you’ll have a quiz on Chapter 9)

Your final report and online sales letter assignments will be given out

Your Career Development/Action Plan will be due

Page 30: B S 150  Chapter 6 7 And 8

Have a great week!