while in slide show view, single-click the "adobe acrobat

© 2010 Thomson South-WesternInstructor Only Version

CHAPTER 6CHAPTER 6

PositivePositiveMessagesMessages

Chapter 6, Slide 3Mary Ellen Guffey, Essentials of Business Communication, 8e

Understanding the Power Understanding 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 Request Writing Plan for Request for Information or Actionfor Information or ActionWriting Plan for Request Writing 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 for Improving Openers for Routine Request LettersRoutine Request LettersImproving Openers for Improving 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 for Improving Closings for Routine Request LettersRoutine Request LettersImproving Closings for Improving Closings for Routine Request LettersRoutine Request Letters


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 for Improving Closings for Routine Request LettersRoutine Request LettersImproving Closings for Improving Closings for Routine Request LettersRoutine Request Letters


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)


Single-space para-graphs; leave 1 blank line (double space) between paragraphs




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


As you read the letter,• Evaluate its content.

• Identify areas for improvement.



Improved Direct ClaimImproved Direct Claim




Body Opening

Writing Plan for Direct Replies Writing Plan for Direct Replies Writing Plan for Direct Replies Writing Plan for Direct Replies

Closing Subject

Line

Identify previous correspondence.

Deliver the most important information first.

BodyOpening Subject

Line


Closing Body

End pleasantly.

End pleasantly.

Opening Subject

Line ClosingBody

Writing Plan for Direct Replies Writing Plan for Direct Replies Writing Plan for Direct Replies Writing 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 AdjustmentsWriting Plan for AdjustmentsWriting Plan for Adjustments

Opening ClosingBody

Subject line is optional. Identify previous correspondence. Make a general reference to the

main topic.

SubjectLine



ClosingBodySubject

LineOpening

Grant the request or announce the adjustment immediately.



ClosingSubject

LineOpening 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.



SubjectLine

Opening Body Closing

End positively with a forward-looking thought.

Express confidence in future business dealings.


Effective Adjustment LetterEffective Adjustment Letter



Chapter 1, Slide 34Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 6, Slide 34Mary Ellen Guffey, Essentials of Business Communication, 8e

Keep themessage

short.

Keep themessage

short.

Bespontaneous.

Bespontaneous.

Be sincere.

Be sincere.

Bespecific.

Bespecific.

Beselfless.

Beselfless.

Tips for WritingTips for WritingGoodwillGoodwill

MessagesMessages

Tips for WritingTips for WritingGoodwillGoodwill

MessagesMessages

The Five Ss


Beselfless.

Beselfless.

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


Bespecific.

Bespecific.

Instead of generic statements Instead of generic statements ((You did a good jobYou did a good job), include), include

special details (special details (Your marketingYour marketingstrategy to target keystrategy to target key

customers proved to becustomers proved to beoutstandingoutstanding). ).

Instead of generic statements Instead of generic statements ((You did a good jobYou did a good job), include), include

special details (special details (Your marketingYour marketingstrategy to target keystrategy to target key

customers proved to becustomers proved to beoutstandingoutstanding). ).

The Five Ss


Be sincere.

Be sincere.

Show your honest feelingsShow your honest feelingswith conversational, with conversational,

unpretentious languageunpretentious language((We’re all very proud We’re all very proud

of your awardof your award).).

Show your honest feelingsShow your honest feelingswith conversational, with conversational,

unpretentious languageunpretentious language((We’re all very proud We’re all very proud

of your awardof your award).).

The Five Ss


Bespontaneous.

Bespontaneous.

Strive to make the message Strive to make the message natural, fresh, and direct. natural, fresh, and direct.

Avoid canned phrases (Avoid canned phrases (If I may be If I may be of service, please do notof service, please do not

hesitate...hesitate...).).

Strive to make the message Strive to make the message natural, fresh, and direct. natural, fresh, and direct.

Avoid canned phrases (Avoid canned phrases (If I may be If I may be of service, please do notof service, please do not

hesitate...hesitate...).).

The Five Ss


Keep themessage

short.

Keep themessage

short.

Remember that, although Remember that, although they may be as long they may be as long

as needed, most as needed, most goodwill messages aregoodwill messages are

fairly short.fairly short.

Remember that, although Remember that, although they may be as long they may be as long

as needed, most as needed, most goodwill messages aregoodwill messages are

fairly short.fairly short.

The Five Ss


Writing Thank-YousWriting Thank-YousWriting 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-YousWriting 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,


AnsweringAnsweringCongratulatory MessagesCongratulatory Messages

AnsweringAnsweringCongratulatory 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 SympathyExtending 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 SympathyExtending 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.

while in slide show view, single-click the "adobe acrobat

Technology

acrobat reader window

acrobat icon

adobe acrobat document

acrobat documents

adobe acrobat reader

requestfor information

formatting of business

powerof business letters