Letter Writing Organizing287

8/12/2019 Letter Writing Organizing287

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ES2002 Business Communication

Letter Writing: Organising


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Three broad outline patterns

Direct

Indirect Persuasive


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Direct approach

Used when you anticipate readers

response to be positive or neutral.

Examples

Letters that grant credit/requests

Congratulatory messagesLetters that acknowledge receipt of goods


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Direct approach: Opening

Begin immediately with the mainidea

State purpose in the first

paragraph Avoid slow starts

Directapproach

Opening


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Direct approach: Opening

Examples of opening:

I will be honored to emcee the annual Chamber ofCommerce banquet on 25 May at Westin Stamford.

The revised source code with the proper in-program

documentation will be shipped to you within threeweeks.

Directapproach

Opening


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Direct approach: Middle

Provide more information, details or

supporting facts

Ensure:

Accuracy

Completeness

Relevance

Logical presentation

Directapproa

ch

Middle


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Direct approach: Closing

State action required

End with positive, friendly

statement to build goodwill D

irectapproach

Closing


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Direct approach

Most important idea

Supporting detailsor facts

Friendly/

positive

statement

Opening

Middle

Close


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Indirect approach

Used when you anticipate readers

response to be negative.

Examples

Letters that turn down requests/invitations

Letters that terminate a business relationshipWarning letters


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Indirect approach: Opening

Start with a buffer

some kind of barrier

that helps cushion

the shock of the

bad news

Ensure buffer is

Neutral

Pleasant

In

directapproach

Opening


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Indirect approach: Opening

Examples of buffer statements

Thank you for your interest in the clerical positionat XYZ Co. (Letter turning down a job applicant.)

We have always enjoyed serving you as a customer.

(Letter refusing a request)

In

directapproach

Opening


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Indirect approach: Middle

Explain reasons behind the

negative response

State refusal briefly

Indirectapproa

ch

Middle


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Indirect approach: Middle

Explanation should be:

Adequate

Relevant and concise

Believable Provide plausible explanations

Avoid involved explanations

Avoid using against company policy

Dignified

Indirectapproa

ch

Middle


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Indirect approach: Closing

Offer alternative solution, if

possible

End with positive friendlystatement

We regret that we have not been able to accede to yourrequest this time. However, should we be able to assist

you in the future, please contact us.

Indirectapproac

h

Closing


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Indirect approach

Explanation

Bad news

BufferOpening

Middle

ClosingPositive

note


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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)


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Persuasive approach: Opening

Gain readersAttention

Persuasiveapproac

h

Opening


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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.

Express appreciation for the

readers efforts

Tritech would not have made it

through those tough times if not for yourcontinued 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 Dont you want to provide your lovedones with the best things in life?

Emphasise newness of

product/service

For the first time in Singapore, the new

Toshiba AB123

Sales

Sales

Sales


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Persuasive approach: Middle

(Non-sales letters)

Win the readers Support

Address readersconcerns/questions/objections

Emphasise reader benefits

Highlight other positive outcomes

P

ersuasiveappro

ach

Middle


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Persuasive approach: Middle

(Sales letters)

Create Desire in Product/Service

Emphasise key selling pointsArticulate reader benefits

Show how product/service can

meet readers needs

Introduce price attractively

P

ersuasiveappro

ach

Middle


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Persuasive approach: Closing

Motivate Action

State actionclearly/confidently

Prompt for quick action

End on positive note

Persuasiveapproac

h

Closing


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Persuasive approach

Non-sales letters Sales letters

AttractAttention

Win Support

MotivateAction

AttractAttention

Create Desire inProduct/Service

MotivateAction


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Content Anticipated Approach Desired

reaction reaction

Good news Positive Direct Positive/neutral

or routine or neutral

Which approach?

Bad news or Negative Indirect Understanding

unfavourable

Requests for Indifferent or Persuasive Interested/

service, money resistant Persuaded

cooperation/

Sales letters


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Points to note

Writing plans for the three approaches are just

broad guidelines

Avoid sounding standardised / artificialPlan each message for the specific readers needs

Your writing will remain interesting, sincere, and

real to the reader

Letter Writing Organizing287

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