Four Communication Goals and Positive Business Letters

Four broad Communication Goals
- Generate Attention
- Be understood
- Be believed
- Be remembered
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Positive Letters and Messages
The Writing
Process
Typical Direct,
Positive Letters
Letter Structure
and Format
The Five Ss of
Goodwill Messages

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Understanding the Power of
Business Letters
Business letters are powerful and
effective because they
• Produce a permanent record
• Maintain confidentiality
• Convey formality and sensitivity
• Deliver a persuasive, well-considered message.

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Applying the Writing
Process
Prewriting
Analyze
Anticipate
Adapt
 Identify your purpose.
 Visualize the receiver.
 Predict the receiver’s
reaction.
 Consider ways to adapt
your message to achieve
your goal.

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Process
 Collect information
 Choose the most
effective pattern of
organization.
 Compose the first draft.
Writing
Research
Organize
Compose

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 Revise for clarity and
conciseness.
 Proofread for
correctness.
 Decide whether this
message will achieve its
purpose.
Revising
Edit
Proofread
Evaluate
Process

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Analyzing the Structure of Positive
Letters
Opening
Body
Closing
Yagnesh Steel Manufacuturing
4340 Industrial Area
North Delhi
011-2223525

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Structure of Positive Letters:
Opening
Frontload in the opening.
 Begin with the main idea.
 Tell immediately why you
are writing.
North Delhi
011-2223525

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Structure of Positive Letters: Body
Explain in the body.
 Present details that explain
the request or response.
 Group similar ideas
together.
 Include graphic highlighting
to spotlight main points.
North Delhi
011-2223525

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Structure of Positive Letters: Closing
Be specific and courteous
in the closing.
 For requests, tell specifically what
action you want taken and provide
an end date (deadline) if
appropriate.
 For other routine letters, provide a
courteous, concluding thought.
North Delhi
011-2223525

Characteristics of Good letters
Routine letters deliver straightforward facts,
they don’t have sound look dull . At least
three characteristics.
• Clear content
• A tone of Goodwill
• Correct form.
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1. Clear content
• A clearly letter separates ideas into paragraphs .
• Use short sentences and paragraphs and guide the
reader through ideas.
• Clear letter use familiar words and active voice verbs.
• Clear letters also speak the language of the
receiver ,write his/her language. This doest mean
dumbing down your remarks, it means taking
consideration reader knows about the subject.
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2.A Tone goodwill
• Goodwill is a positive feeling that reader has towards
individual or an organization
• Emphasize the “you" view and point out benefits to
the reader.
• Be sensitive words that might suggest gender, racial,
age etc.
• Finally frame your idea positively because they will
sound more pleasing and give more information then
negative construction.
For. E.g. we cannot send your order until April or we
can send your order April 1
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3.Correct form
• Appropriate letter formats send silent but
positive messages.
• Letters appearance and format reflect the
writer’s carefulness and experience
• Appropriate format make a good impression.
• Write in block style inside address, dateline
and framed by white space
• Letter will have margin 1to ½ inch.
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frontload with main idea tell immediatelyfrontload with main idea tell immediately
why you are writingwhy you are writing
Explain you request ,provide details.Explain you request ,provide details.
Provide courteous and conclusion etc.Provide courteous and conclusion etc.
------------------------------
----------------------------------
------------
--------------
OpeningOpening
Direct pattern of routine letters.
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1. Letters of appreciation
– To customers for their business
– To hosts and hostesses for their hospitality
– To colleagues for jobs well done
– To individuals who have performed favors …
and????
Three Kinds of Goodwill Messages
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2. Letters of congratulation
– For engagements, marriages, anniversaries, births
– For promotions, appointments
– For awards
– For any significant event
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3. Letters of sympathy
– To console a friend, relative, or loved one
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The Five Ss of Goodwill Messages
Five SsFive Ss
of Goodwillof Goodwill
MessagesMessages
ShortShort
SpontaneousSpontaneous SincereSincere
SpecificSpecific
SelflessSelfless

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In expressing thanks, recognition, or
sympathy:
BeBe
sselflesselfless
Discuss the receiver,Discuss the receiver,
not the sendernot the sender.

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Cite specificsCite specifics
rather than generalities.rather than generalities.
BeBe
sspecificpecific
sympathy:

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Show your honest feelingsShow your honest feelings
with unpretentious language.with unpretentious language.
BeBe
SSincereincere
sympathy:

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Make the message soundMake the message sound
natural, fresh, and direct.natural, fresh, and direct.
Avoid canned phrases.Avoid canned phrases.
BeBe
sympathy:

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Although goodwill messagesAlthough goodwill messages
may be as long as needed,may be as long as needed,
they generally are fairly short.they generally are fairly short.
Keep itKeep it
SShorthort
sympathy:

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Letters of Recommendation

Letters of Recommendation
• Letter of recommendation may be written
to nominate people for award and for
membership in organization.
• Central concern of these messages is
honesty
• Objective evaluations individuals and
help match candidates to jobs.
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Ethical Insights
SIX guide lines that are careful writer can
follow in writing recommendations
• Respond only to written requests.
Moreover don’t volunteer information,
particularly if its negative .
• State that your remarks are confidential
• Provide only job related information.
• Avoid argue and ambiguous statements.
• Stick to the truth.
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Writing Plan for a Letter
of Recommendation
• Opening: Identify the applicant, the position, and
the reason for writing. Establish your
relationship with the applicant.
• Body: Describe applicant’s job duties; give
specific examples of skills and attributes. Compare with
others in field.
• Closing: Summarize applicant’s significant
attributes. Offer an overall rating. Draw a conclusion
regarding the recommendation.
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Start Writing
1. Opening ;
• Begin with the name of the candidate
and the position sought
• The reason for the writing and the
relationship of the writer
• Recommend individuals for supportive
statement , such as
I am very pleased to nominate
Mr.Sheryar for the month award.
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Recommendation letter
2 , Body
• describe the applicant’s job
performance and potential.
• A Good recommendation describes
general qualities organizational and
interpersonal skills.
• For example. He completed eight
financial statements monthly with about
99 % percent accuracy.
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3: Conclusion.
• Summaries the candidates best quality if you
are strongly supportive
• You also offer answer question by telephone
• The closing of a recommendation presents an
overall ranking and may provide an offer to
supply more information by telephone
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Typical Greeting Card Thank-You Message
It's wonderful to visit
with someone as nice as you–
You make your guests feel so at home
by everything you do.
So this just comes to thank you
in a warm and special way–
For your hospitality was enjoyed
much more than words can say!
Goodwill Messages:
Cards or Personalized Letters?
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Personalized Thank-You Letter
Dear Professor and Mrs. Shelton:
Thanks for inviting the other members of our business club and me
to your home for dinner last Saturday.
The warm reception you and your wife gave us made the evening
very special. Your gracious hospitality, the delicious dinner served
in a lovely setting, and the lively discussion following dinner all
served to create an enjoyable evening that I will long remember.
served to create an enjoyable evening that I will long remember.
Goodwill Messages:
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What’s the difference?
Goodwill Messages:
It's wonderful to visit
with someone as nice as you–
You make your guests feel so at home
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Goodwill Messages:
Personalized Thank-You Letter
We appreciate the opportunity you provided for us students to
become better acquainted with each other and with you.
Sincerely,
We appreciate the opportunity you provided for us students to
become better acquainted with each other and with you.
Sincerely,
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Cover three points in gift thank-yous.
– Identify the gift.
– Tell why you appreciate it.
– Explain how you will use it.
Writing Thank-Yous
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Be sincere in sending thanks for a favor.
– Tell what the favor means to you.
– Avoid superlatives and gushiness.
– Maintain credibility with sincere, simple
statements.
Writing Thank-Yous
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Writing Thank-Yous
Offer praise in expressing thanks for hospitality.
As appropriate, compliment the following:
• Fine food
• Charming surroundings
• Warm hospitality
• Excellent host and hostess
• Good company
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Answering Congratulatory Messages
Respond to congratulations.
– Send a brief note expressing your appreciation.
– Tell how good the message made you feel.
Accept praise gracefully.
– Don't make belittling comments (I'm not really all
that good!) to reduce awkwardness or
embarrassment.
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Refer to the loss or tragedy directly but sensitively.
– In the first sentence mention the loss and your
personal reaction.
– For deaths, praise the deceased. Describe positive
personal characteristics (Howard was a forceful but
caring leader).
Extending Sympathy/ Bad
news/condolences
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Extending Sympathy
– Offer assistance. Suggest your availability,
especially if you can do something specific.
– End on a reassuring, positive note. Perhaps refer
to the strength the receiver finds in friends,
family, colleagues, or religion.
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OBER, CONTEMPORARY BUSINESS COMMUNICATION, 6/E. COPYRIGHT © HOUGHTON MIFFLIN COMPANY. ALL RIGHTS RESERVED. 7
Goodwill message
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Apply the good news strategy
Thank-You Messages
• Begin with the good news.
• Offer extra details.
• End with emphasis on the receiver.
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Thank-You Message
Examples of Key Sentences
Offer extra details.
This year’s Walk in the Park raised $47,530 for the
preservation and renovation fund.
End with emphasis on the receiver.
Julie, you are a great volunteer; I look forward to working with
you next year.
Begin with the good news.
Thank you for volunteering during Walk in the Park, the annual
fundraiser for the Hampton Historical Society.

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Congratulatory Messages
• Begin by offering congratulations for a specific
accomplishment.
• Provide extra details that clearly show your
sincerity.
• End with emphasis on the receiver.

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Congratulatory Messages
Provide extra details that clearly show your sincerity.
You will be an excellent team supervisor.
End with emphasis on the receiver.
Jacqueline, please plan to attend the monthly supervisors’
meeting on October 14. A copy of the agenda is attached.
Offer congratulations for a specific accomplishment.
Congratulations on your recent promotion.

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Inquiries
• Begin with a specific question or direct
statement.
• Include adequate details and additional
questions.
• End with clear directions for the receiver.

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Inquiries
Include adequate details and additional questions.
Where will the training class be held?
End with clear directions for the receiver.
Please reply to this e-mail by Thursday, June 11.
Begin with a specific question or direct statement.
How should I prepare for the computer training class scheduled
for June 18?

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Replies
• State the good news by answering questions
and emphasizing the you attitude.
• Include any additional pertinent information.
• End with a goodwill statement.

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Replies
Include any additional pertinent information.
Your computer training class will be held in the computer lab
on the second floor of the training center. The room number is
E211.
End with a goodwill statement.
Jordan, based on the feedback of previous participants, you
will enjoy learning how the new system applies to your job.
Answer questions, and emphasize the you attitude.
You do not need to prepare for your June 18 computer training
class.

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Requests
• State the major request in the first sentence.
• Make the request clear with additional details.
• End courteously, and close with the action you
expect the receiver to take.

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Requests
Make the request clear with additional details.
Include employees’ full names and the dates they started
working for MCM Industries.
Close with the action you expect the receiver to take.
Please send the list via e-mail by Monday, December 8.
State the major request in the first sentence.
Marcus, please send me the list of all employees who will
receive service awards next year.

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Responses
• Provide the answer to the request in a subject
line and/or the first line of the message.
• Include any additional pertinent information in
the second paragraph.
• End with a goodwill statement, and request
action from the receiver.

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Responses
Include any additional pertinent information.
Please note that two of the employees who are receiving
awards for 20 years of service have breaks in their years of
service.
End with a goodwill statement, and request action.
Evan, thank you for coordinating the service award program.
Let me know if you need any additional information.
Provide the answer to the request in the first line.
The list of employees who will receive service awards next year
is attached.

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Orders
• Use direct language in the first sentence.
• Give complete details.
• Include payment information and shipping
instructions. Indicate when you expect to
receive the delivered goods.

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Orders
Give complete details.
Item No. Description Quantity Unit Price Total
SSP2077 Ergo desk chair 3 $299.00 $897.00
Include information about payment, shipment, and delivery.
Please charge my account and ship the chairs to the above
address. I will expect delivery on February 16.
Use direct language in the first sentence.
Please ship the three chairs described below to my office.

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Acknowledgments
• Indicate that the product was sent or that the
service was approved. State when the buyer
should receive the merchandise or may begin
using the service.
• Describe quality features of the product or
service. You may also describe another closely
related product or service.
• Encourage future orders.

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Acknowledgments
Describe quality features of the product.
Thank you for ordering Ergo desk chairs. You might be
interested in the matching visitor chairs featured on page 34 of
our catalog.
Encourage future orders.
For your convenience, you can order any of our products by
telephone or fax. Online ordering is also available at our web
site.
Indicate that the product was sent and when it should arrive.
Your order of three Ergo desk chairs left our factory on January
30. You should receive the chairs before February 16.

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Routine Claims
• Begin with a specific problem statement, and
request an adjustment.
• Give a complete and concise description of the
claim, including all essential facts.
• End courteously with a suggestion for prompt
action.

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Routine Claims
Give a complete and concise description of the claim.
For your convenience, I have attached a copy of the ad
describing the bonus CD and the packing list that accompanied
my order.
End courteously with a suggestion for prompt action.
I am looking forward to receiving the bonus CD early next
week.
Begin with a problem statement, and request an adjustment.
The free bonus CD was missing from my recent order. Please
send the CD immediately, at no charge to me.

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Adjustments
• Grant the request in a subject line and/or in the
first sentence.
• Provide the necessary details about the
adjustment.
• End with a cordial, open invitation for future
business.

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Adjustments
Provide the necessary details about the adjustment.
You will not be charged for the shipping.
End with a cordial, open invitation for future business.
Your business is important to us. Please use the enclosed
coupon for $10 off your next purchase.
Grant request in a subject line and/or in the first sentence.
We have shipped your bonus CD. You should receive the CD
on Friday, May 12.

Four Communication Goals and Positive Business Letters

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