1. Good news messages and neutral messages that don't convey disappointment can be received favorably by readers using a direct approach. 2. Good news letters should state the main idea or good news up front without introducing yourself first. They should provide confirmation of details and benefits to the reader. 3. Responses to claims or requests should state a willingness to resolve the problem, minimize disagreements, apologize in extreme cases, and remind readers how the issue was resolved while encouraging future business.

1. Eng 209/WI Hurley
Positive Replies: Good News and Neutral Messages
Good news messages convey good news for the reader. Neutral messages don't convey happy
news, yet they are good news in that the reader will not be disappointed. These are messages that
will be received favorably by our reader and use the direct approach.
Good news letters use the Direct Approach. Since we know the reader will be glad to accept
the message, we use the direct approach which states the good news up front.
1. begin with the main idea: the good news.
2. don't begin by introducing yourself or the reason why you're writing. That can
come later.
I. • Positive opening telling the reader what s/he wants to hear
Main Idea: Initial first (credit granted, shipment sent, favor accepted, request
Statement of Good granted)
News or Main Idea • Courteous comment, appreciation for remittance/order,
congratulations
• Verification of information: description, costs, quantity,
charges, dates, delivery
II. • All needed details (answer all questions, including 5 W’s,
Explanation, which give complete instructions, stress reader benefits, positive
may include: emphasis, helpful
• Resale material, with reader benefit, when appropriate
(emphasize what company can do for the reader, give reader
choices)
• Educational material (explain product use, legal aspects,
confidentiality, directions for filling out forms, instructions)
• Sales promotion, if appropriate (give needed details on
products and services)
• For Order Acknowledgments
1. Begin by expressing appreciation for the order and
welcome the new customer. Describe the merchandise ordered
in general terms. Indicate in your first sentence that you are
fulfilling the reader's request.
2. In the body, provide all necessary educational
information about the product. Give details of shipment,
including approximate arrival time. Explain charges (shipping,
insurance, credit charges, or discounts for quick payment).
Provide Information about related products, and credit
application, if appropriate.
3. In the closing, remind the reader of the benefits to be
derived from the order.

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• For Favorable Responses to Claims and Adjustment
Requests
1. Immediately state your willingness to
honor the reader's claim, without negative comment.
Accept your reader's account as entirely accurate unless good
business reasons demand a different interpretation of some
points. Thank the reader for taking the time to write.
2. In the body, explain how you will remedy the problem.
Minimize or, if possible, omit any disagreements
with your reader's interpretation of events. If appropriate,
provide an objective, non-vindictive, impersonal explanation.
Apologize only under extreme circumstances. Maintain a
supportive tone through such phrases as "Thank you for;'
"May we ask," Please let us know;" and "We are glad to work
with you." Admit your firm's faults carefully. Avoid shifting
the blame to others, implying general company inefficiency,
and making unrealistic promises about the future. Be careful
when handling the customer's role in producing the problem.
3. In the closing, remind the reader how you have honored
the claim and clarify any actions that your reader
must take. Encourage the customer to look favorably on your
company or the product in question. Encourage the customer
to continue buying other goods from you but avoid seeming
greedy. Clarify any actions that your reader must take.
III. • Appreciation to reader
Positive, Friendly • Clear statement of action desired; easy action (offer of further
Closure help, enclosed forms or envelope);
• Willingness to help further
• Forward look to future use of goods and services,
• Good wishes, compliment or request
Begin your letters effectively. Do not start letters with "I" or "We."
End with a specific polite closure. Avoid "contact" when "call me" or "email me" are
more precise.
Credits
• Writing Routine, Good News, and Goodwill Messages PowerPoint presentation by
Courtland Bovee, John Thill, and Barbara Schatzman, Business Communication Today
• Bovee and Thill, Business Communication Today
• M.E. Guffey, Essentials of Business Communication
• Kitty Locker, Business and Administrative Communication
• Leslie Munro Eng 209 Booklet