How to write a high reply email in standard

 Audience oriented
 Purposeful
 Economical

Improving Your
Business Writing
To improve your writing skills, you need
 Good teaching materials with excellent model
documents
 An effective writing process
 A trainer (like your instructor)
 Practice

Approximately how much time should be spent
at each stage?

Prewriting
• Analyzing the purpose and the audience
– Identifying your purpose
– Selecting the best channel
– Switching to faster channels

Factors Determining
Channel Selection
• Importance of message
• Amount and speed of feedback required
• Necessity of a permanent record
• Cost of the channel
• Degree of formality required

Factors Affecting
Media Richness
• Speed
• Interactivity
• Verbal and
nonverbal cues
• Everyday language
• Focus on individual

Personal letter
Fax
Face-to-face, one-on-one discussion
Posted flyer or announcement
Instant Message
Telephone call
Teleconference (audio)
Video conference (audio and video)
Voice mail
E-mail
1
1
4
4
4
3
5
5
2
2
• Rate the
following from
5 to 1 in terms
of media
richness
(5 = media rich;
1 = media poor)
• Discuss any
differences
with the
suggested
ratings
provided.

Choosing Communication Channels

(continued)

(concluded)

E-mail
Fax
Letter
Memo
Report
Telephone
Voice Mail
Meeting
Conversation
Web
What channel is best
to announce
decreased insurance
benefits for 250
employees?


Discuss any differences with the
suggested answers provided.

E-mail
Fax
Letter
Memo
Report
Telephone
Voice Mail
Meeting
Conversation
Web
for a sales message
promoting a new
product to customers?
for responding to
similar customer
inquiries?





Prewriting
• Anticipating the Audience
– Profiling the audience
– Responding to the profile

Asking the Right Questions to
Profile Your Audience

Asking the Right Questions to
Profile Your Audience
(concluded)

Prewriting
• Anticipating the Audience
– Profiling the audience
– Responding to the profile
• Adapting to the task and audience

Spotlight Audience Benefits
Shape your statements to involve the reader.
We are promoting a new
plan that we believe has
many outstanding
benefits.
You will enjoy total peace of
mind with our affordable
hospitalization plan that
meets all your needs.
Try this:Instead of this:

Create a
Message
That
Suits Your
Audience
Spotlight
Audience
Benefits
Cultivate
A “You”
View

Cultivate a “You” View
Emphasize second-person pronouns (you/your)
instead of first-person pronouns (I/we, us, our)
Before we can allow you to
purchase items on this new
account, we must wait two
weeks to verify your credit.
You may begin making
purchases on your new
account in two weeks.

Quick
Check
Create audience benefits and use the “you
view.”
These are better:
You can now purchase H-
P computers at discounted
prices.
We are now offering H-P
computers at discounted
prices.
Revise these sentences:
We are pleased to
announce that you have
been approved to enroll in
our leadership training
program.
Congratulations! You have
been selected to enter our
leadership training
program!

Chapter 2, Slide 24
Create a
Message
That
Suits Your
Audience
Spotlight
Audience
Benefits
Cultivate
A “You”
View
Sound
Conversational
Mary Ellen Guffey, Essentials of Business Communication, 7e

Sound Conversational
The undersigned takes
pleasure in . . .
I’m happy to . . .
It may be of some concern to
you to learn that your check
has been received and your
account has been credited for
$250.
We’ve credited your
account for $250.

Levels of Language Use
Unprofessional Conversational Formal
Found in
Some comic strips,
and songs, some
commercials,
some
conversations,
some IM and
e-mail messages
Business
messages, novels,
most newspapers,
and most
magazines
Scientific writing,
legal documents,
scholarly books,
formal essays,
proclamations

Characterized by
Incorrect grammar,
unpredictable
sentence structure,
inappropriate
punctuation, slang,
vulgarisms
Correct grammar
and punctuation,
conversational tone,
simple sentence
structure, familiar
words
Correct grammar,
serious tone,
complex sentence
structure,
polysyllabic words

Examples
wasted
nab
bad-mouth
dough, bread
stewed,
plastered
I ain’t
humongous
tight
ruined
catch
criticize
money
intoxicated,
drunk
I’m not
enormous
frugal
annihilated
apprehend
disparage
currency
inebriated
I am not
prodigious
penurious

Quick
Check
Revise to make the tone conversational, yet
professional and concise.
These are better:
We urge you to approve
the contract by voting
yes.
To facilitate contract ratification,
your negotiators urge that the
membership respond in the
affirmative.
Kindly inform the undersigned
whether or not your
representative will be making a
visitation in the near future.
Please tell me whether
your representative will
be visiting before June 1.

Chapter 2, Slide 30
Create a
Message
That
Suits Your
Audience
Spotlight
Audience
Benefits
Cultivate
A “You”
View
Sound
Conversational
Employ
Positive
Language

Employ Positive Language
Employees may not use the
First Street entrance during
remodeling.
Employees may use
the Market Street
entrance during
remodeling.
We cannot fill your order until
we receive an exact model
number.
We can fill your order
once we receive an
exact model number.

Hidden Messages
Some words and phrases convey a
negative and unpleasant tone. They may
imply a hidden message that the writer
does not intend. Think twice before using
the following negative expressions.

Hidden Meaning
You are careless
But I don’t believe you
You are careless
It’s probably untrue
I am right
You are not very bright
You are at fault
You are inefficient and careless
Negative Language
You overlooked
You state that
You failed to
You claim that
You are wrong
You do not understand
Your delay
You forgot to

Quick
Check
State ideas more positively.
These are better:
You will be paid
promptly once the job
is completed
satisfactorily.
We must withhold payment
until you complete the job
satisfactorily.
If you fail to follow each
requirement, you will not
receive your $50 rebate.
By following each
requirement, you will
receive your $50
rebate.

Chapter 2, Slide 35
Create a
Message
That
Suits Your
Audience
Spotlight
Audience
Benefits
Cultivate
A “You”
View
Sound
Conversational
Employ
Positive
Language
Use
Inclusive
Language

Use Inclusive Language
Have you called a
salesman?
Have you called a salesperson?
Every executive has
his own office.
 All executives have their own
offices.
 Every executive has an office.
 All executives have offices.
 Every executive has his or her
own office.
This alternative is
wordy and calls
attention to itself

Quick
Check
Revise to use inclusive language.
These are better:
Applicants for police
officer positions must
submit medical reports
signed by their
physicians.
Any applicant for the position
of policeman must submit a
medical report signed by his
physician.
Every employee is entitled to
see his personnel file.
All employees are
entitled to see their
personnel files.

Chapter 2, Slide 38
Create a
Message
That
Suits Your
Audience
Spotlight
Audience
Benefits
Cultivate
A “You”
View
Sound
Conversational
Use Positive
Language
Use
Inclusive
Language
Adopt
Plain
Language
Draw on
Familiar
Words

Adopt Plain Language
Avoid federalese, bureaucratese, and inflated
language.
Federalese: Each person to whom the request is herein addressed is
henceforth solicited to submit, or to have his or her department
representative submit, to the Department of Labor official described
above, a comment on whether the proposed plan, in his or her
considered view, meets the requirements of the 2003 law.
Simple Translation: You may wish to comment on whether the proposed
plan meets the requirements of the 2003 law.

Draw on Familiar Words
encounter meet
extrapolate project
obligatory required
Avoid long, difficult, and unfamiliar words.
Use short, simple, and common words
whenever possible.
Less familiar words Simple alternatives
terminate end

Quick
Check
Revise the following sentences using simpler
language.
Please find out whether
we must continue our
current contract.
Please ascertain whether
we must perpetuate our
current contract.
He hypothesized that stock
values would deteriorate.
He guessed that stock
values would fall.

Quick
Check
Revise the following sentences using simpler
language.
Because we cannot check
all activities, we must
end the contract.
Because we cannot monitor
all activities, we must
terminate the agreement.
I’ll interface with Mark to
access his people.
I’ll talk with Mark about
using his staff.

Attitude
• Avoid Offensive Language, never personal attack
• Wrong: I do not understand why you made such discriminatory remarks.
• Correct: Correct: Discriminatory remarks are not tolerated in this organization.
• Always take constructive forward-looking attitude,
do whatever necessary to make up when problem
happens.
• Never shield responsibility, Apologize when
necessary.
• Win-win mindset instead of win-lose
• Long term mutual successful relationship instead
of short term order

Scenarios Formula
• Good News / Neutral
• Bad News
• Persuasive

Good News/ Neutral
• Be Direct
–Main Ideas
–Secondary Details
–Positive Ending
• Use warm,
optimistic,
enthusiastic tone

Bad News
• Be Indirect:
– Neutral Opening
– Positive Explanation
– The Refusal
– Positive Ending
• The bad news should be
communicated positively. Though
the objective situation is as this,
but we are making full efforts,
and the result is optimistic.

Persuasive
• Be to the point
– Attention
– Need
– Satisfaction
– Visualization
– Action

Writing Plan for an Information Request
• Opening: Ask the most important
question first or express a
polite command.
• Body: Explain the request logically
and courteously. Ask other
questions if necessary.
• Closing: Request a specific action with an
end date, if appropriate, and
show appreciation in advance.

Improving Openers for Routine Request
Letters
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.
Improved:
Will you please answer the following questions
regarding possible accommodations at the Fairmont
for a conference in May.

Letters
Weak:
While reading Forbes magazine, I noticed an offer of a
free video describing your organization.
Improved:
Please send me your free video describing your
organization.

Letters
Weak:
I am conducting a training class for students of
photography at our San Francisco training center, and
I saw a picture that we would like to use in our
program.
Improved:
What is the procedure for ordering a copy of a
photograph to be used for training purposes?

Improving Closings for Routine Request
Letters
Weak:
Thanks for any information you provide.
Improved:
We would appreciate receiving answers to these questions
before April 4 so that we will have plenty of time to plan our
conference.

Letters
Weak:
Hoping to hear from you at your earliest
convenience.
Improved:
Please send the video by August 15.

Letters
Weak:
Thank you for your cooperation.
Improved:
Your answer to my inquiry will help me make my
printer choice. Thanks!

Writing Plan for Granting a Claim
• Subject Line
(optional): Identify previous correspondence.
• Opening: Grant request or announce adjustment
immediately.
• Body: Provide details about how you are
complying with the request. Try to regain
the reader’s confidence. Include resale or
sales promotion if appropriate.
• Closing: End positively with forward-looking
thought. Express confidence in future
business dealings.

Question #1
The picture on the title slide of this
presentation was a model for business
letters that I found on the Internet. The
fact that you can glance at this letter
without reading any of the content and
notice a formatting error should show
you that you can’t trust everything on
the Internet! What is wrong with this
“model” letter?
A. The letter improperly double-spaces paragraphs.
B. The letter does not use proper block style.
C. The letter includes an unnecessary signature.
D. The letter uses a one sentence paragraph.

Question #2
Even without reading the text in the
letter on the right, you should be able
to identify a fatal flaw in business letter
writing. This error could inspire the
intended audience to trash the letter
before he/she has even read a word.
What business letter writing error has
the writer committed?
A. The letter should be double-spaced between
blocks.
B. The date should always be right-justified.
C. The paragraphs aren’t indented.
D. The paragraphs are too long.
XXXXXXX
XXXXXXX
XXXXXXX
XXXXXXX
XXXXXXX
XXXXXXX
XXXXXXX
SSSSSSSSSS
SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS
SS
SSSSSSSSS
XXXXXXX
XXXXXXXXXX

Question #3
The excerpt below is from the introductory paragraph of a
business letter. What content that should be in every
introductory paragraph is missing?
A. The paragraph does not attempt to motivate the reader to respond.
B. The paragraph does not provide background information to prove he/she did
his/her homework.
C. The paragraph does not explain why the writer chose the recipient as his/her
audience.
D. The paragraph does not state the objective or purpose of the letter.
Thank you for taking the time to read this letter. The article in the December 17,
2002 edition of The Washington Post inspired me to write you.

Question #4
The excerpt below is from a real business letter in which the writer
does not choose his/her words effectively. What business letter
style error has the author committed that could alienate the reader
and prevent the company from achieving their desired result of
retaining the advertiser’s business?
A. The writer does not sound committed to his/her position.
B. The writer is unclear about his/her expectations.
C. The writer does not present bad news in a positive way.
D. The writer uses sexist language.
…If you do not complete and return this advertisement contract by
December 21, 2002, you will not receive your advertising space in this year's
Capitol Lines. If we have not heard from you by this deadline, we will sell
your advertisement space to some other client…

Question #5
Many of you will soon be celebrating your high school graduation and your
family may hire a company to provide the tables and equipment for the
party. If you or your parents received a letter such as the one below from
a company bidding for the right to supply your party, why might you and
your parents choose to go with another company simply because of the
way the excerpt is written?
A. The writer uses jargon that the audience can’t understand.
B. The writer incorrectly focuses on himself/herself instead of the audience
C. The writer uses passive voice that weakens the forcefulness of his/her points.
D. The writer did not use Spellcheck.
…I am writing you about a change in our pricing policy that will save our company time and
money. In an operation like ours, it costs us a great amount of labor time (and thus expense)
to scrape and rinse our used tableware when it comes back from large parties. Also, we
have incurred great expense on replacement of linens that have been ruined by stains that
could have been soaked promptly after the party and saved. …

Question #6
The excerpt below is the last paragraph of a business letter.
What does this paragraph lack as an effective closing to a
business letter?
A. The writer does not show any appreciation towards the reader.
B. The writer is insulting and condescending towards his/her audience.
C. The writer has not provided an “action ending” to his/her audience.
D. The writer has written a paragraph that is too short for a business letter.
Thank you for your time. I hope to hear from you soon.

Question #7
If a student were to write the sentence below, he/she would
have very few readers (not to mention friends). What basic
rule of business letter writing has the author forgotten?
A. Choose words that both the writer and the reader will understand and use.
B. Be as general as possible to save the reader time.
C. Provide your audience with very specific details.
D. Impress your audience by using as many big words as possible.
…The Student Government Association (hereinafter to be designated as SGA) for the
fiscal year 2002-2003 stipulated budget allocations in the amount not to exceed $250
that will be designated for utilization by a program under the nomination of the Coffee
Shop…

Question #8
The excerpt below contains a stylistic choice that should be
avoided in business letter writing. What is it?
A. The sentence loses some of its action by using passive voice.
B. The sentence confuses the audience with jargon.
C. The sentence lacks creativity by using cliché expressions and phrases.
D. The sentence is vague because it lacks any descriptive words.
…The spirits of the graduating seniors were enlivened by the exciting words of the
enthusiastic guest speaker…

How to write a high reply email in standard

How to write a high reply email in standard

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