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PURPOSES OF BAD NEWS LETTER

To give reader bad news

To have the reader read, understand and

accept the message

To maintain as much goodwill as possible

To build a good image of writer, writers

organisation

To reduce future correspondence on samesubject

Make feel reader that they have taken

seriously, our decision is fair ad reasonable

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PLANNING FOR A BAD NEWS LETTER

There are two basic plans adopted in writing bad

news letter:-

Indirect Plan

Direct Plan INDIRECT PLAN It is that plan in which you present the supporting

data first and then the main idea.

The purpose is to ease the audience into the part ofyour message that demonstrates you are fair

minded.

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THEINDIRECTPLANCONSIST

OF1. THE BUFFER

Buffer is a neutral or a positive statement that allowsyou to delay the negative

It should be neutral in tone; avoid misleading the

reader into thinking the news is good The letter can begin as

Agreement

Appreciation

Assurance

Compliment

Cooperation

Good news

Neutral courtesy

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2.EXPLANATION AND ANALYSIS

Explanation are often crucial to the effectiveness of

a negative message

Include honest, convincing reasons why the matter

must be handled differently from the way the reader

wants it.

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3.THE BAD NEWS

When the audience is psychological prepared, the

bad news should be the logical outcome of the

reasons that come before it.

Some methods to show less importance to bad

news

Minimise the space or time devoted to it

Write it in a complex or compound sentence

Place bad news in middle of a paragraph

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4.POSITIVE CLOSE

Ending should be positive, with reader-friendly

requests, assurances, and reader benefits

Invite future patronage, cooperation, suggestions orgrievance

Make clear whatever action is required, when to do

it and how to do it.

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DIRECT PLAN

A direct approach can be used when the message

is routine, when the reader is known for preferring

directness, or when the message is urgent.

The pattern for it is

a. Bad news decision(with or without buffer)

b. Explanation

c. Appropriate, courteous closing

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TYPES OF BAD NEWS LETTER

1.REFUSAL REQUEST

When the people ask you for information or want

you to do something and you cannot honour the

request,you may write bad news letter with either a

direct or the indirect pattern, with buffer

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Modern Publishers

26,north avenue

new delhi

July23,2011

Dr.Aarti sharma

Punjab university

Chandigarh

Dear Dr.Aarti Sharma

Your correspondence guidebook described in your June 27 letter should be areading practical aid to the business executive.

The practical value of the book,as I see it,depends largely on the quality of itsillustrations.But getting the quality of illustration you need will requirecareful checking by someone who knows good writing and going throughthe thousands of letters in our records will take considerable time and skill.

For this reason I am sure you will understand why the best we can do is tomake our files open to you or your staff. We would,of course,be happy toprovide working space for you and we assure you our very best cooperation. If

you wish to use our files in this way, please let us know.Please let us know, also, if we can further help you. We look forward to seeing

your book.

Sincerely,

Prem Kumar

Office Manager

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2.REFUSING ADJUSTMENT OF CLAIMS

AND COMPLAINTS

Determining the basic strategy

You should follow this general order

a. Begin with words which relate to subject, are

neutral as to the decision and set up your strategyb. Present the strategy that explains or

justifies,being factual and positive

c. Refuse clearly and positively

d. End with friendly words

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3.CREDIT REFUSAL

Summary of points for this

A. BUFFER

Introduce a point that is relevant

Eliminate apologies and negative sounding words

Express appreciation for credit request

Introduce resale information

B. REASONS

Make a transition from favourable to unfavourable

message Make a transition from general o specific

Stress benefits of not taking more loans

Phrase reasons in terms of experience with others

Present reasons for refusal carefully

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C. THE BAD NEWS

Make the refusal clear to the reader

Avoid negative words

Handle refusal of business credit as recommend or

describe cash discounts

D. POSITIVE,FRIENDLY,HELPFUL CLOSE

Avoid apologies and words of regret

Suggest actions the reader might take

Encourage reader to look towards the future, when theapplication may be approved

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4.CONVEYING BAD NEWS ABOUT

ORDERS

In writing to a would be customer this type of letter,youhave 3 basic goals

1. BACK ORDERS

In this there are 2 types of bad news to convey

You are able to send only part of the order

You are able to send none of the order

2. SUBSTITUTIONS

Avoid calling second product a substitute, as it carriesnegative meaning

Say that you now stock the second product exclusively3. UNFILLABLE ORDER

You must get yourself excused in a manner that yourattitude appears helpful to the customer

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5.DECLINING INVITATION AND

REQUEST FOR FAVOUR

Customers, non customers and employees may

extend invitations or request privileges or favours

that you may have to refuse

Good judgement is necessary in choosing buffer,

explanations, helpful suggestions and a friendly

close.

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6.BAD NEWS ABOUT PRICES OR

SERVICES

Every firm at one time or the other may have to make

unfavourable announcements about prices and services

When the firm finds it necessary to increase prices or

cut services, a buffer opening followed by reasons

before stating the negative decision will help break the

news gently.

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PERSUASIVELETTERS:

SALES

LETTERS,COLLECTION

LETTERS

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WHAT IS PERSUASIVENESS

Persuasion is much more than simplyasking somebody to do something.

It is the process of changing peoplesattitudes or influencing their actions,

either immediately or at some time in

the future.

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PURPOSE

To have the reader act.

To provide enough information so that readers know

exactly what to do.

To overcome any objections that might prevent ordelay action.

To build a good image of the writer and his

organisation.

To cement a good relationship between writer and

the reader.

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FACTORSDETERMININGFOUNDATIONOF

PERSUASIVELETTER

1. Needs and appeals:-

Need of safety

Need of security

Need of higher level such as respect and status.

2. Emotion and logic:-

Provide logical argument and emotional attraction.

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3. Credibility:-

Best way to attain credibility is to support your

message with facts.

Testimonials, documents,guarantees,statistics,

research results.

4.Choice of proper words:-

Appropriate, respectful and effective words should

be used.

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AIDA FORMULA

A- Attract the readers attention

I- Arouse the readers interest

D- Create desire and convince the reader

A- State clearly the action the reader needs to take

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A: ATTENTION: FIRST PARAGRAPH

The audience wants to know Whats in this message for

me?

The opening of the persuasive letter can be attempted inone of the following ways:

Open with Agreeable Comment or Assertion

Open with Sincere Compliment

Open with Audience Friendly Statement

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I:INTEREST:SECOND PARAGRAPH

Here we explain how message relates to the

audience

Tell how your plan,product or service and what the

message will do for audience

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D:DESIRE:THIRD PARAGRAPH

It provides relative evidence to prove your claim

It also draws attention to any enclosures

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A: ACTION :LAST PARAGRAPH

It offers a good opportunity for one last reminder of

the main benefit the audience will realize from

taking the action you want

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TYPES OF PERSUASIVE LETTERS

SALES LETTER:

These are used for selling goods and services.

These help in bringing people into your place ofbusiness(exhibition).

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FOUNDATION OF SUCCESSFUL SALES

LETTER

1. THE PRODUCT OR SERVICES

Person planning the letter should try as much as

possible to become personally familiar with the

item under consideration

The more thorough your knowledge of product or

service,the better equipped you are to write about

it

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2.THE PROSPECTS

Identify the prospects or the target market to whom

the sales letter should be sent

3.PRICE Mailing should be prepared only after a price for the

commodity is set within which the operation can

expect to show a satisfactory margin of profit

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PLANNING A SALES LETTER

Sales letter are prepared according to AIDA plan used foronly persuasive letters.

1. THE FIRST SECTION:ATTENTION LETTER

It must bring importance into the product or servicethat the letter is promoting

It must bring reader into picture

Commonly used attention devices are

A piece of genuine news A personal appeal to readers emotions

A sample of product

A challenge

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2.THE MIDDLE SECTION:INTEREST AND

DESIRE BUILD UP

It is that section where you to build up the readers

interest by presenting appeals to convince the

reader to agree to your request

These appeals may be Emotional and Rational

Appeal

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Following points should be considered to build interest

and desire of purchaser

A. Emphasizing central selling point

B. Highlighting benefits

C. Talking about price

D. Supporting your claim

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3.THE CLOSING SECTION:MOTIVATION

ACTION

Tell the reader specifically what to do

Tell how to do it

Make it easy

Make the price sound right

Urge the reader to do it soon

Closing should be brief,preferably one sentence or

short paragraph

Modern Climate Control Equipments

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q p

52,mahatma gandhi road

jaipur

October 29,2011

Dear customer,

YEAR ROUND CLIMATE CONTROL is now available for yourhome.Fresh,circulating air keeps your whole house warm in the

winter and cool in the summer.Your CLIMATE CONTROL package will also include special low gas

rates during summer months for gas used for airconditioning.And as you know,gas air conditioning is moredependable and last longer because it has fewer moving parts.

Right now,and during the next few months,installers are not as busyand can provide you,with fast,dependable service.So think aheadand let us help you begin planning your own YEAR ROUNDCLIMATE CONTROL now.

Sincerely yours

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COLLECTION LETTER

These are written to customers who have not paid

there bills on due date

PURPOSE

1. To collect what is owed

2. To maintain goodwill while collecting what is owed

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THE COLLECTION SERIES

In first step there are mainly reminders. theassumption is that the debtor will pay and companyneed only remind them

In second step the companys attitude is that

debtors have to be convinced that they shouldpay.the companys goal is to tell the debtors on theidea of paying, while retaining goodwill

Last stage consist of just one message to convincedebtors that they must pay. As :

Please send us your payment right away orphone me at 99916123454 to discuss yoursituation.We want to help you fulfill yourobligations

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STAGES

1.EARLY STAGES

a) Statements: state the amount due, due date, penalties

for late payment and total amount remaining to be paid

b) Reminder messages: if the payment has not been

received within a few days after the due date, send outa reminder. The tone should not be too serious

c) Mild message: do not assume that delay is oversight,

rather assume that some unusual circumstance is

preventing payment

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MIDDLE STAGE

The purpose here is to convey your desire to collect

the overdue payment immediately and your

willingness to get serious

At this stage a telephone call backing up your

written message may also get a promise to pay

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LAST STAGE:ULTIMATUM

First write a letter in polite tone narrating the efforts

which have been made so far to collect the claim.

Issue an ultimatum and words of consequences

which debtor has to face in case of non compliance.

If a letter like this not yield results the only

remaining remedy is actually to begin legal

collection procedures.

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THANK YOU