B S 150  Chapter 6 7 And 8
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B S 150 Chapter 6 7 And 8

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B S 150  Chapter 6 7 And 8 B S 150 Chapter 6 7 And 8 Presentation Transcript

  • BS 150:
    Chapter 6: Positive Messages
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • Goodwill Messages
    What is a goodwill message?
    According to Chapter 6, what should a goodwill message be?
    Is email appropriate for goodwill messages?
  • Chapter 7:
    Negative Messages
  • 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
  • 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
  • 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
  • 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
  • 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?
  • 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
  • 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?
  • 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
  • Denying Claims & Refusing Credit
    What is the reasons-before-refusal pattern?
    What are 4 goals a business writer has when refusing credit?
  • 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
  • Chapter 8:
    Persuasive Messages
  • 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.
  • 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?
  • 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.
  • 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
  • Have a great week!