Ch06 instructor

© 2010 Thomson South-Western
Instructor Only Version
CHAPTER 6CHAPTER 6
PositivePositive
MessagesMessages

Chapter 6, Slide 2Mary Ellen Guffey, Essentials of Business Communication, 8e
Understanding the PowerUnderstanding the Power
of Business Lettersof Business Letters
 They produce a permanent record.
 Unlike e-mail, they are confidential.
 They convey formality and
sensitivity.
 They deliver persuasive, well-
considered messages.
Why are letters still important in business?

Body Closing
Ask the most important
question first or express
a polite command.
Opening
Writing Plan for RequestWriting Plan for Request
for Information or Actionfor Information or Action

Opening Closing
 Explain the request logically
and courteously.
 Ask other questions if
necessary.
Body

Opening Body
 Request a specific action with
an end date, if appropriate.
 Show appreciation.
Closing

Improving Openers forImproving Openers for
Routine Request LettersRoutine Request Letters
Improved
Will you please answer
the following questions
regarding possible
accommodations at the
Hyatt Regency for a
conference in May.
Body Closing
Weak
I’ve been given the task of
locating a convention site
for my company’s meeting.
I’ve checked a number of
places, and your hotel
looks possible.
Opening

Weak
My company is
interested in building a
commercial Web site. I
noticed at your site an
offer to have a
representative visit and
discuss plans. We are
eager to have someone
visit us.
Improved
Please have a
representative
visit my company
to discuss building
a commercial
Web site.

Weak
I am conducting a
training class for
students of photography
at the Lincoln Training
Center, and I saw a
picture we could use in
our program.
Improved
What is the
procedure for
ordering a copy of
a photograph to be
used for training
purposes?

Weak
Thanks for any
information you can
provide.
Opening Body Closing
Improved
We would appreciate
receiving answers to these
questions before April 4 so
that we will have plenty of
time to plan our conference.
Improving Closings forImproving Closings for

Weak
Hoping to hear from
you at your earliest
convenience.
Improved
Please call us at (213)
457-2998 before April 4
to arrange an
appointment during the
week of April 10.
Thank you for your
cooperation.
Your answer to my
inquiry will help me make
my printer choice.
Thanks!
Improving Closings forImproving Closings for

Parts of a Business LetterParts of a Business Letter
 The next four slides illustrate basic
information on proper placement
and formatting of business letters.
 Remember to refer to Appendix A,
Reference Guide to Document
Formats, for more details on this
topic.

2 inches from top or
1 blank line below
letterhead
2 – 10 lines between
dateline and inside
address
1 blank line (double
space)
space)
Single-space para-
graphs; leave 1 blank
line (double space)
between paragraphs

space)
space)
Hit ENTER four times
after complimentary
close to allow space
for signature

Ineffective Information RequestIneffective Information Request
 Prepare on plain paper instead of printed
letterhead.
 Include your home address (street, city, state,
zip) but not your name.
 Note that the rest of the personal business letter
format is the same as other business letters.
Take note that the letter example you will see on
the next slide illustrates the personal business
letter.

Ineffective Information RequestIneffective Information Request
 Open letter by clicking
icon at right.
 As you read the letter,
• Evaluate its content.
• Identify areas for
improvement.
Adobe Acrobat
7.0 Document

Improved Information RequestImproved Information Request
 Saves the reader’s time by starting directly
with the information request.
 Makes it easy for the reader to identify what
specific questions need to be answered.
 Closes appropriately with appreciation and
requesting a specific action with an end date.
As you read the improved letter on the
next slide, notice how it

Improved Information RequestImproved Information Request
Adobe Acrobat
7.0 DocumentOpen letter
by clicking
icon at right.

Writing Plan for a Direct ClaimWriting Plan for a Direct Claim
Body Closing
Describe clearly the desired
action.
Opening

Opening Closing
 Explain the nature of the claim.
 Tell why the claim is justified.
 Provide details regarding the
action requested.
Body

Opening Body
 End pleasantly with a goodwill
statement.
 Include end dating if appropriate.
Closing

Ineffective Direct ClaimIneffective Direct Claim
 Open letter by clicking
icon at right.
 As you read the letter,
• Evaluate its content.
• Identify areas for
improvement.
Adobe Acrobat
7.0 Document

Improved Direct ClaimImproved Direct Claim
Adobe Acrobat
7.0 Document
Open letter
by clicking
icon at right.

BodyOpening
Writing Plan for Direct RepliesWriting Plan for Direct Replies
Closing
Subject
Line
 Identify previous correspondence.
 Deliver the most important
information first.
BodyOpening
Subject
Line

ClosingBody
 End pleasantly.
 End pleasantly.
Opening
Subject
Line
ClosingBody
Writing Plan for Direct RepliesWriting Plan for Direct Replies
 Arrange the information in a
logical sequence.
 Explain and clarify the information.
 Build goodwill.

Effective ReplyEffective Reply
Adobe Acrobat
7.0 DocumentOpen letter
by clicking
icon at right.

Writing Plan for AdjustmentsWriting Plan for Adjustments
Opening ClosingBody
 Subject line is optional.
 Identify previous correspondence.
 Make a general reference to the
main topic.
Subject
Line

ClosingBody
Subject
Line
Opening
Grant the request or
announce the adjustment
immediately.

Closing
Subject
Line
Opening Body
 Provide details about how you are complying
with the request.
 Strive to regain the reader’s confidence.
 Apologize if appropriate, but don’t admit
negligence.
 Include resale or sales promotion if appropriate.

Subject
Line
Opening Body Closing
 End positively with a forward-looking
thought.
 Express confidence in future
business dealings.

Effective Adjustment LetterEffective Adjustment Letter
Open letter
by clicking
icon at right.
Adobe Acrobat
7.0 Document

Chapter 1, Slide 33Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 6, Slide 33Mary Ellen Guffey, Essentials of Business Communication, 8e
Keep the
message
short.
Keep the
message
short.
Be
spontaneous.
Be
spontaneous.
Be
sincere.
Be
sincere.
Be
specific.
Be
specific.
Be
selfless.
Be
selfless.
Tips for WritingTips for Writing
GoodwillGoodwill
MessagesMessages
Tips for WritingTips for Writing
GoodwillGoodwill
MessagesMessages
The Five Ss

Be
selfless.
Be
selfless.
Discuss the receiver,Discuss the receiver,
not the sender.not the sender.
Discuss the receiver,Discuss the receiver,
not the sender.not the sender.
The Five Ss

Be
specific.
Be
specific.
Instead of generic statementsInstead of generic statements
((You did a good jobYou did a good job), include), include
special details (special details (Your marketingYour marketing
strategy to target keystrategy to target key
customers proved to becustomers proved to be
outstandingoutstanding).).
Instead of generic statementsInstead of generic statements
((You did a good jobYou did a good job), include), include
special details (special details (Your marketingYour marketing
strategy to target keystrategy to target key
customers proved to becustomers proved to be
outstandingoutstanding).).
The Five Ss

Be
sincere.
Be
sincere.
Show your honest feelingsShow your honest feelings
with conversational,with conversational,
unpretentious languageunpretentious language
((We’re all very proudWe’re all very proud
of your awardof your award).).
Show your honest feelingsShow your honest feelings
with conversational,with conversational,
unpretentious languageunpretentious language
((We’re all very proudWe’re all very proud
of your awardof your award).).
The Five Ss

Be
spontaneous.
Be
spontaneous.
Strive to make the messageStrive to make the message
natural, fresh, and direct.natural, fresh, and direct.
Avoid canned phrases (Avoid canned phrases (If I may beIf I may be
of service, please do notof service, please do not
hesitate...hesitate...).).
Strive to make the messageStrive to make the message
natural, fresh, and direct.natural, fresh, and direct.
Avoid canned phrases (Avoid canned phrases (If I may beIf I may be
of service, please do notof service, please do not
hesitate...hesitate...).).
The Five Ss

Keep the
message
short.
Keep the
message
short.
Remember that, althoughRemember that, although
they may be as longthey may be as long
as needed, mostas needed, most
goodwill messages aregoodwill messages are
fairly short.fairly short.
Remember that, althoughRemember that, although
they may be as longthey may be as long
as needed, mostas needed, most
goodwill messages aregoodwill messages are
fairly short.fairly short.
The Five Ss

Writing Thank-YousWriting Thank-Yous
Cover three points in gift thank-yous.
 Identify the gift.
 Tell why you appreciate it.
 Explain how you will use it.
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-YousWriting 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

Personalized Thank-You LetterPersonalized 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.
We appreciate the opportunity you provided for us students
to become better acquainted with each other and with you.
Sincerely,
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.
We appreciate the opportunity you provided for us students
to become better acquainted with each other and with you.
Sincerely,

AnsweringAnswering
Congratulatory MessagesCongratulatory 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 awkward-
ness or embarrassment.

Extending SympathyExtending Sympathy
 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).
Refer to the loss or tragedy directly but
sensitively.

Extending SympathyExtending 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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