This document provides guidance on writing goodwill messages and letters to foster positive business relationships. It discusses the importance of goodwill communications and provides examples of different types of goodwill letters including letters of congratulation, thanks, apology, condolence, as well as letters conveying unwelcome news or refusing requests. Specific tips are given on drafting goodwill letters, including being brief, sincere, courteous and friendly while also addressing the recipient appropriately based on the circumstance or relationship.

1. Goodwill messages
How to create good business
relations

2. Why?
• One of the most important functions of all
communications is to create good business
relations.
• Every opportunity should be taken to write
goodwill letters.
• They are appreciated by customers and
colleagues and are very good for business
• They not only strengthen existing relationships
but may also create new business opportunities

3. What are the occasions?
• At times, we need take opportunities to send
goodwill letters on many different occasions
such as:
• Welcome, Thanks, promotion,
congratulations, appreciation, apologies,
condolence, sympathy, unwelcome news etc.

4. How to draft…?
• Goodwill letters written & sent promptly
• Should be brief and to the point
• Should always be sincere and simple
• Should be courteous and friendly in tone
• Handwritten notes will give an added touch of
sincerity and intimacy where appropriate.

5. Letters of Congratulation
• One of the best ways to promote goodwill is
writing a letter of congratulation. The occasion
may be a promotion, a new appointment, the
award of an honor, success in an examination,
even a marriage or a birthday.
• Your letter may be short and formal or
conversational and informal, depending on the
circumstances and the relationship between you
and the recipient.

6. Informal letter of congratulation on
the award of public honor
Dear Rohit,
On looking through the Times of India this morning I
came across your name in the New Years’ Honors list. I
would like to add my congratulations to the many you
will be receiving,
The award will give much pleasure to a wide circle of
people who know you and your work. Your services to
local industry and commerce over many years have
been quite outstanding and it is very gratifying to know
that they have been so suitably rewarded.
With very best wishes

7. Formal letter of congratulation on a
promotion
Dear Dr Roberts
I would like to convey my warm congratulations
on your appointment to the board of Electrical
Industries Ltd.
My fellow directors and I are delighted that the
many years of service you have given to your
company should at last have been rewarded in
this way.
We all join in sending you our very best wishes
for the future.
Yours sincerely

8. Letter of congratulation on employee’s
10th anniversary
Dear Robin
This month marks your tenth anniversary as a member of staff of
Sun Shine Industries Ltd. We would like to take this opportunity to
thank you for these past 10 years of fine workmanship and
company loyalty.
We know that the growth and success of our company is largely
dependent on having strong and capable staff members like you.
We also recognize the contributions you make in helping us
maintain the position we enjoy in the industry.
We are hoping that you will remain with us for many years to come
and would like to offer our congratulations on this special
anniversary.
With best wishes

9. Letter of thanks for prompt settlement
of accounts
Dear Mr. Jones
I am writing to say how much we appreciate the
promptness with which you have settled your accounts
with us during the last year, especially as a number of
them have been for very large amounts
This has been of great help to us at a time when we have
been faced with heavy commitments connected with
expansion of our business.
I hope our business relationship will continue in the
future
Yours sincerely

10. Letters of Apology
Apology for poor service
Dear Ms. Shruti
Thank you for your letter of 12 June regarding the poor
service you received when you visited our store recently.
The incident was most unlike our usual high standards of
service and courtesy. The member of staff who was rude to
you has been reprimanded; he also expresses his regret.
I am enclosing a gift voucher for Rs1000 which may use at
any Omega store. If I can be of any further assistance to you
please do not hesitate to contact me.
With my apologies once again.
Yours sincerely

11. Apology for cancelling an appointment
Dear Mr. James
I am so sorry that I had to cancel our meeting
yesterday at such short notice. As my secretary
explained to you I am afraid an urgent matter
came up which I had to deal with immediately.
I understand our appointment has been
rearranged for next Tuesday 12 May at 11.30.
Perhaps we can extend our meeting over lunch.
Yours sincerely

12. Conveying unwelcome news
 It is sometimes necessary to refuse a request
or to convey unwelcome news.
 When this is necessary, think of the reader-
prepare the way for their disappointment by a
suitable opening paragraph, and use an
appropriate tone
 Take a good look at the following letter…

13. Letter conveying unwelcome news
Dear Mr. Foster
It was good of you to let me see your manuscript on English
for Business Studies. I read it with interest and was
impressed by the careful and thorough way in which you
treated the subject. I particularly like the clear and concise
style of writing.
Had we not recently published Practical English by
Thomson, a book that covers similar ground, I would have
been happy to accept your manuscript for publication. In
this circumstance, I am unable to do so and am returning
your manuscript with this letter.
I am sorry to have to disappoint you.
Yours sincerely

14. Letter disclaiming liability for loss
Dear Mr. Sharma
When we received your letter of 23 November we sent
a representative to inspect and report on the damage
caused by the recent fire in your warehouse.
This report has now been submitted and it confirms
your claim that damage is extensive. However, it states
that a large proportion of the stock damaged or
destroyed was very old and some of it obsolete.
Unfortunately, therefore, we cannot accept your figure
of Rs 2, 00,000 as a fair estimate of the loss as it
appears to be based on the original cost of the goods.
Yours sincerely

15. Refusing a request for credit
• A letter refusing a request for credit without
causing offence is one of the most difficult to
write. Refusal will be prompted by doubts
about the would-be-creditor’s standing but
the letter must contain no suggestion of this.
• Other reasons for the refusal must be given
and tactfully explained.
• Here’s is an example…take a good look..

16. Dear Mr. Gupta
We were glad you approached us with a view to placing an order, and to learn of the good start
of your new business.
The question of granting credit for newly established businesses is never an easy one. Many
owners get into difficulties because they over commit themselves before they are thoroughly
established. Although we believe that your own business promises very well, we feel it would be
better for you to make your purchase on a cash basis at present. If this is not possible for the full
amount, we suggest that you cut the size of your order, say by half.
If you are willing to do this we will allow you a special cash discount of 4% in addition to our
usual trade terms. If this suggestion is acceptable to you, the goods could be delivered to you
within 3 days.
We hope that you will treat this letter as a mark of our genuine wish to enter into business with
you on the terms that will bring lasting satisfaction to us both. When your business is firmly
established we will be very happy to welcome you as one of our credit customers.
Yours sincerely

17. Letters of Condolence and Sympathy
• Letters of condolence are not easy to write. There
are no set patterns to such letters since a lot
depends on what kind of relationship the writer
has with the recipient.
• As a rule, such letters should be usually be short
and written with sincerity.
• Express your sympathy in simple words which are
warm and convincing and say what you feel
sincerely.

18. Letter of condolence to a friend
Dear Henry
I felt I must write to say how deeply we were at the
news of Margaret’s passing.
She was a very dear friend and we shall greatly miss
her cheerful outlook on life, her generous nature and
warmth of feeling for anyone in need of help. Above all
we will miss her for her wonderful sense of fun.
Tom and I send you our love and our assurance of
continued friendship, now and always. If there is any
help we can provide at any time, just let us know.
Yours