B S 150 Chapter 6 7 And 8


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B S 150 Chapter 6 7 And 8

  1. 1. BS 150:<br />Chapter 6: Positive Messages <br />
  2. 2. Understanding the Power of Business Letters<br />Most workplace messages deal with routine matters that require straightforward answers<br />Positive, straightforward letters help organizations conduct everyday business and convey goodwill to outsides <br />A letter is a powerful way to get your message across<br />
  3. 3. Business Letters are Necessary When:<br />A permanent record is required<br />Confidentiality is paramount<br />Formality and sensitivity are essential<br />A persuasive, well considered presentation is important <br />
  4. 4. Direct Requests for Information or Action<br />How to write an information or action request:<br />1) Opening- ask the most important question first or express a polite command<br />2) Body- Explain the request logically and courteously. Ask other questions if necessary<br />3) Closing- Request a specific action with an end date, if appropriate, and show appreciation <br />
  5. 5. Open Your Request Directly<br />Readers tend to look at the opening and closing <br />Immediately tell the reader what you want<br />This saves the reader time <br />
  6. 6. The Body and the Closing <br />Provide the necessary details <br />Itemize the information to improve readability <br />Close with an action request <br />Tell the reader what you want done and when <br />
  7. 7. Direct Claims <br />When you as a customer must write to identify or correct a wrong, the letter is called a claim <br />Written claims are often taken more seriously, and they also establish a record of what happened <br />
  8. 8. Writing Plan for a Direct Claim<br />Opening: Describe clearly the desired action<br />Body: Explain the nature of the claim, tell why the claim is justified, and provide details regarding the action requested <br />Closing: End pleasantly with a goodwill statement and include an end date and action request, if appropriate <br />
  9. 9. How to Write a Claim<br />Open your claim with a clear statement of what you want<br />Explain and justify your claim in the body <br />Avoid becoming angry or trying to fix blame <br />State the facts logically, objectively, and unemotionally; let the reader decide on the causes <br />Include copies of all pertinent documents such as invoices, sales slips, catalogues, etc.<br />Close your claim with a specific action request <br />Put it all together and revise <br />
  10. 10. Direct Replies <br />Example: a customer wants information about a product<br />Writing Plan for Direct Replies:<br />1) Subject Line: identify previous correspondence or refer to the main idea<br />2) Opening: Deliver the most important information first<br />3) Body: Arrange information logically, explain and clarify it, provide additional info if appropriate, and build goodwill<br />4) Closing: End pleasantly <br />
  11. 11. Adjustment Letters <br />Even the best run and best loved businesses occasionally receive claims or complaints from consumers <br />When a company receives a claim and decides to respond favorably, the letter is called an adjustment letter <br />3 goals in writing this letter: <br />1) rectify the wrong, if one exits<br />2) regain the confidence of the customer<br />3) promote future business and goodwill <br />
  12. 12. Writing Plan for Adjustment Letters<br />1) Subject Line: (optional) Identify the previous correspondence and refer to the main topic<br />2) Opening: Grant the request or announce the adjustment immediately<br />3) Body: Provide details about how you are complying with the request; try to regain the customer’s confidence<br />4) Closing: End positively with a forward looking thought; express confidence in future business relations <br />
  13. 13. Goodwill Messages<br />What is a goodwill message?<br />According to Chapter 6, what should a goodwill message be? <br />Is email appropriate for goodwill messages? <br />
  14. 14. Chapter 7:<br />Negative Messages<br />
  15. 15. Strategies for Delivering Bad News <br />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 <br />Because bad news disappoints, irritates, and sometimes anger the receiver, such messages must be written carefully <br />
  16. 16. The bad feelings associated with disappointing news can be reduced if the receiver: <br />1) Knows the reasons for the rejection<br />2) Feels that the news was revealed sensitively <br />3) Thinks the matter was treated seriously<br />4) Believes that the decision was fair <br />You have to know when to use the direct pattern and when to use the indirect pattern <br />
  17. 17. Primary Goals in Communicating Bad News <br />Primary Goals: <br />1) Make the receiver understand the bad news<br />2) Help the receiver accept the bad news<br />3) Maintain a positive image of you and your oganization<br />
  18. 18. Secondary Goals in Communicating Bad News <br />Secondary Goals: <br />1) Reduce bad feelings<br />2) Convey fairness<br />3) Eliminate future correspondence <br />4) Avoid creating legal liability or responsibility for you or your organization<br />
  19. 19. Using the Indirect Pattern to Prepare the Reader<br />What does the indirect pattern do when communicating bad news? <br />When should you use the direct pattern to communicate bad news? <br />How can you apply the writing process to communicating bad news? <br />What are three causes of legal problems when it comes to communicating bad news? <br />
  20. 20. Techniques for Delivering Bad News Sensitively <br />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<br />2) Apologizing- sincere apologies work; apologize to customers if you or your company erred; apologize sincerely and accept responsibility<br />3) Convey Empathy- involves understanding and entering into the feelings of someone else<br />4) Presenting the Reasons- Bad news messages should explain reasons before stating the negative news <br />5) Cushion the bad news- position the news strategically, use the passive voice, or suggest compromises<br />6) Close Pleasantly- close with a statement that is positive and promotes goodwill<br />
  21. 21. Refusing Direct Requests and Claims<br />As a business communicator, if you have to say no to a request in writing, you can use the direct or indirect pattern<br />If you’re using the indirect pattern, what should your writing plan look like? <br />
  22. 22. Delivering Bad News to Customers<br />Ways to do damage control:<br />1) call the individual involved involved<br />2) Describe the problem and apologize <br />3) Explain why the problem occurred, what you are doing to resolve it, and how you will prevent it from happening again<br />4) Follow up with a letter that documents the phone call and promotes goodwill<br />
  23. 23. Denying Claims & Refusing Credit <br />What is the reasons-before-refusal pattern? <br />What are 4 goals a business writer has when refusing credit? <br />
  24. 24. Delivering Workplace Bad News <br />Smart organizations involved in a crisis prefer to communicate the news openly to employees, customers and stockholders<br />When bad news must be delivered to employees, management may want to deliver the news personally<br />Students: Describe the writing plan for announcing bad news to employees <br />
  25. 25. Chapter 8:<br />Persuasive Messages<br />
  26. 26. Making Persuasive Requests<br />Group Assignment: In your groups, define and discuss the following concepts from Chapter 8. <br />Be sure to hand in your response sheet at the end of the class period.<br />
  27. 27. Chapter 8 Questions <br />1) What is a persuasive request?<br />2) What’s a writing plan for making a persuasive request?<br />3) What can you do to create an internal persuasive message that persuades subordinates?<br />4)What is a “reasonable request” when it comes to writing an effective claim and/or complaint?<br />5) Why is it important to learn how to write a sales letter?<br />6) What is the AIDA pattern? <br />
  28. 28. Chapter 8 Questions (cont’d)<br />7) What is a writing plan for a sales message? <br />8) How do you build interest using a sales letter?<br />9) What’s the difference between a rational, emotional and dual appeal?<br />10) Describe three forms of new media and how you can use them to convey company and product information.<br />
  29. 29. Next Time…<br />We will discuss Chapter 9 (you’ll have a quiz on Chapter 9)<br />Your final report and online sales letter assignments will be given out<br />Your Career Development/Action Plan will be due<br />
  30. 30. Have a great week! <br />