how to write strong business letters ch06iov
TRANSCRIPT
© 2007 Thomson South-Western
Instructor Only Version
CHAPTER 6CHAPTER 6
Direct Letters and Goodwill
Messages
Chapter 6, Slide 3Mary Ellen Guffey, Essentials of Business Communication, 7e
Business Letters Are Business Letters Are Important WhenImportant When
A permanent record is required.
Formality is necessary. A message is sensitive. An organized, well-
considered presentation is necessary.
Chapter 6, Slide 4Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 6
Direct Lettersand Goodwill
Messages
Chapter 7
PersuasiveMessages
Chapter 8
NegativeMessages
Chapter 6, Slide 5Mary Ellen Guffey, Essentials of Business Communication, 7e
1. Direct requests for information and action
2. Direct claims
3. Direct responses to information requests
4. Adjustment letters
5. Letters of recommendation
6. Goodwill messages
Chapter 6
Direct Lettersand Goodwill
Messages
Chapter 6, Slide 6Mary Ellen Guffey, Essentials of Business Communication, 7e
Body Closing
Ask the most important question first or
Express a polite command.
Opening
Writing Plan for Request for Writing Plan for Request for Information or ActionInformation or Action
Writing Plan for Request for Writing Plan for Request for Information or ActionInformation or Action
Chapter 6, Slide 7Mary Ellen Guffey, Essentials of Business Communication, 7e
Writing Plan for Request for Writing Plan for Request for Information or ActionInformation or Action
Writing Plan for Request for Writing Plan for Request for Information or ActionInformation or Action
Opening Closing
Explain the request logically and courteously.
Ask other questions if necessary.
Body
Chapter 6, Slide 8Mary Ellen Guffey, Essentials of Business Communication, 7e
Writing Plan for Request for Writing Plan for Request for Information or ActionInformation or Action
Writing Plan for Request for Writing Plan for Request for Information or ActionInformation or Action
Opening Body
Request a specific action with an end date, if appropriate.
Show appreciation.
Closing
Chapter 6, Slide 9Mary Ellen Guffey, Essentials of Business Communication, 7e
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
Chapter 6, Slide 10Mary Ellen Guffey, Essentials of Business Communication, 7e
Weak
While reading WIRED magazine, I noticed an offer of a free video describing your Web-building software.
Improved
Please send me your free video describing your Web-building software.
Improving Openers for Improving Openers for Routine Request LettersRoutine Request LettersImproving Openers for Improving Openers for Routine Request LettersRoutine Request Letters
Chapter 6, Slide 11Mary Ellen Guffey, Essentials of Business Communication, 7e
Improving Openers for Improving Openers for Routine Request LettersRoutine Request LettersImproving Openers for Improving Openers for Routine Request LettersRoutine Request Letters
Weak
I am conducting a training class for students of photography at the Lincoln 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?
Chapter 6, Slide 12Mary Ellen Guffey, Essentials of Business Communication, 7e
Improving Closings for Improving Closings for Direct Request LettersDirect Request Letters
Improving Closings for Improving Closings for Direct Request LettersDirect Request Letters
Weak
Thanks for any information you 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.
Chapter 6, Slide 13Mary Ellen Guffey, Essentials of Business Communication, 7e
Improving Closings for Improving Closings for Direct Request LettersDirect Request Letters
Improving Closings for Improving Closings for Direct Request LettersDirect Request Letters
Weak
Hoping to hear from you at your earliest convenience.
Improved
Please send the video by August 15.
Thank you for your cooperation.
Your answer to my inquiry will help me make my printer choice. Thanks!
Chapter 6, Slide 14Mary Ellen Guffey, Essentials of Business Communication, 7e
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.
Chapter 6, Slide 15Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 6, Slide 16Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 6, Slide 17Mary Ellen Guffey, Essentials of Business Communication, 7e
2-inch top margin or key dateline 2 lines below letterhead
2 – 10 lines between dateline and inside address
1 blank line (double space)
1 blank line (double space)
Single-space para-graphs; leave 1 blank line (double space) between paragraphs
Chapter 6, Slide 18Mary Ellen Guffey, Essentials of Business Communication, 7e
1 blank line (double space)
1 blank line (double space)
Hit ENTER four times after complimentary close to allow space for signature
Chapter 6, Slide 19Mary Ellen Guffey, Essentials of Business Communication, 7e
Ineffective Information RequestIneffective Information Request
It is prepared on plain paper (instead of preprinted letterhead).
The writer begins the letter by keying in his home address immediately above the dateline.
All other letter parts are the same as a regular business letter.
Take note that the letter example you will see on the next slide illustrates the personal business letter.
Chapter 6, Slide 20Mary Ellen Guffey, Essentials of Business Communication, 7e
Ineffective Information RequestIneffective Information Request
Adobe Acrobat 7.0 Document
Open letter by clicking icon at right.
As you read the letter,• Evaluate its content.
• Identify areas for improvement.
Chapter 6, Slide 21Mary Ellen Guffey, Essentials of Business Communication, 7e
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
Chapter 6, Slide 22Mary Ellen Guffey, Essentials of Business Communication, 7e
Improved Information RequestImproved Information Request
Adobe Acrobat 7.0 Document
Open letter by clicking icon at right.
Chapter 6, Slide 23Mary Ellen Guffey, Essentials of Business Communication, 7e
Writing Plan for Direct ClaimWriting Plan for Direct Claim
Body Closing
Describe clearly the desired action.
Opening
Chapter 6, Slide 24Mary Ellen Guffey, Essentials of Business Communication, 7e
Opening Closing
Explain the nature of the claim. Tell why the claim is justified. Provide details regarding the
action requested.
Body
Writing Plan for Direct ClaimWriting Plan for Direct Claim
Chapter 6, Slide 25Mary Ellen Guffey, Essentials of Business Communication, 7e
Opening Body
End pleasantly with a goodwill statement.
Include end dating if appropriate.
Closing
Writing Plan for Direct ClaimWriting Plan for Direct Claim
Chapter 6, Slide 26Mary Ellen Guffey, Essentials of Business Communication, 7e
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
Chapter 6, Slide 27Mary Ellen Guffey, Essentials of Business Communication, 7e
Improved Direct ClaimImproved Direct Claim
Adobe Acrobat 7.0 Document
Open letter by clicking icon at right.
Chapter 6, Slide 28Mary Ellen Guffey, Essentials of Business Communication, 7e
Body Opening
Writing Plan for Replies toWriting Plan for Replies toInformation RequestsInformation Requests
Writing Plan for Replies toWriting Plan for Replies toInformation RequestsInformation Requests
Closing Subject
Line
Identify previous correspondence.
Deliver the most important information first.
Body Opening Subject
Line
Chapter 6, Slide 29Mary Ellen Guffey, Essentials of Business Communication, 7e
Closing Body
End pleasantly. Arrange the information in a
logical sequence. Explain and clarify the
information. Build goodwill.
End pleasantly.
Opening Subject
Line Closing Body
Writing Plan for Replies toWriting Plan for Replies toInformation RequestsInformation Requests
Writing Plan for Replies toWriting Plan for Replies toInformation RequestsInformation Requests
Chapter 6, Slide 30Mary Ellen Guffey, Essentials of Business Communication, 7e
Effective ReplyEffective Reply
Open letter by clicking icon at right.
Adobe Acrobat 7.0 Document
Chapter 6, Slide 31Mary Ellen Guffey, Essentials of Business Communication, 7e
Writing Plan for AdjustmentsWriting Plan for AdjustmentsWriting Plan for AdjustmentsWriting Plan for Adjustments
Opening Closing Body
Subject line is optional. Identify previous correspondence. Make a general reference to main
topic.
Subject Line
Chapter 6, Slide 32Mary Ellen Guffey, Essentials of Business Communication, 7e
Writing Plan for AdjustmentsWriting Plan for AdjustmentsWriting Plan for AdjustmentsWriting Plan for Adjustments
Closing Body Subject
Line Opening
Grant the request or announce the adjustment immediately.
Chapter 6, Slide 33Mary Ellen Guffey, Essentials of Business Communication, 7e
Writing Plan for AdjustmentsWriting Plan for AdjustmentsWriting Plan for AdjustmentsWriting Plan for Adjustments
Closing Subject
Line Opening Body
Provide details about how you are complying with the request.
Strive to regain the reader’s confidence. Include resale or sales promotion if appropriate.
Chapter 6, Slide 34Mary Ellen Guffey, Essentials of Business Communication, 7e
Writing Plan for AdjustmentsWriting Plan for AdjustmentsWriting Plan for AdjustmentsWriting Plan for Adjustments
Subject Line
Opening Body Closing
Close courteously by summarizing your action request.
Express confidence in future business dealings.
Chapter 6, Slide 35Mary Ellen Guffey, Essentials of Business Communication, 7e
Effective Adjustment LetterEffective Adjustment Letter
Open letter by clicking icon at right.
Adobe Acrobat 7.0 Document
Chapter 6, Slide 36Mary Ellen Guffey, Essentials of Business Communication, 7e
Writing Plan for Writing Plan for Letters of RecommendationLetters of Recommendation
Writing Plan for Writing Plan for Letters of RecommendationLetters of Recommendation
Body Closing
Identify the applicant, the position, and the reason for writing.
Establish your relationship with applicant.
Opening
Chapter 6, Slide 37Mary Ellen Guffey, Essentials of Business Communication, 7e
Opening Closing
Describe applicant’s job duties. Give specific examples of skills and
attributes. Compare with others in field.
Body
Writing Plan for Writing Plan for Letters of RecommendationLetters of Recommendation
Writing Plan for Writing Plan for Letters of RecommendationLetters of Recommendation
Chapter 6, Slide 38Mary Ellen Guffey, Essentials of Business Communication, 7e
Opening Body
Summarize the applicant’s significant attributes. Offer an overall rating. Draw a conclusion regarding the
recommendation.
Closing
Writing Plan for Writing Plan for Letters of RecommendationLetters of Recommendation
Writing Plan for Writing Plan for Letters of RecommendationLetters of Recommendation
Chapter 6, Slide 39Mary Ellen Guffey, Essentials of Business Communication, 7e
Letters of Sympathy
to console a friend, relative,
or loved one
Letters of Sympathy
to console a friend, relative,
or loved one
Congratulatory Messages forengagements,
marriages,anniversaries,
births, promotions,appointments, awards, or anysignificant event
Congratulatory Messages forengagements,
marriages,anniversaries,
births, promotions,appointments, awards, or anysignificant event
Letters of Appreciation tocustomers for their business,
hosts and hostesses for their hospitality,colleagues for jobs well done, or
individuals who have performed favors
Letters of Appreciation tocustomers for their business,
hosts and hostesses for their hospitality,colleagues for jobs well done, or
individuals who have performed favors
ThreeThreeTypes ofTypes ofGoodwillGoodwill
MessagesMessages
ThreeThreeTypes ofTypes ofGoodwillGoodwill
MessagesMessages
Chapter 6, Slide 40Mary Ellen Guffey, Essentials of Business Communication, 7e
Keep themessage
short.
Keep themessage
short.
Bespontaneous.
Bespontaneous.
Be sincere.
Be sincere.
Bespecific.
Bespecific.
Beselfless.
Beselfless.
Tips for WritingTips for WritingGoodwillGoodwill
MessagesMessagesThe Five SsThe Five Ss
Tips for WritingTips for WritingGoodwillGoodwill
MessagesMessagesThe Five SsThe Five Ss
Chapter 6, Slide 41Mary Ellen Guffey, Essentials of Business Communication, 7e
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.
Chapter 6, Slide 42Mary Ellen Guffey, Essentials of Business Communication, 7e
Bespecific.
Bespecific.
Instead of generic Instead of generic statements statements (You did a good(You did a goodjobjob), include special details ), include special details
((Your marketing strategy to target Your marketing strategy to target key customers proved to key customers proved to
be outstanding.)be outstanding.)
Instead of generic Instead of generic statements statements (You did a good(You did a goodjobjob), include special details ), include special details
((Your marketing strategy to target Your marketing strategy to target key customers proved to key customers proved to
be outstanding.)be outstanding.)
Chapter 6, Slide 43Mary Ellen Guffey, Essentials of Business Communication, 7e
Be sincere.
Be sincere.
Show your honest feelings Show your honest feelings with conversational, unpretentious with conversational, unpretentious
language (language (We're all very We're all very proud of your awardproud of your award).).
Show your honest feelings Show your honest feelings with conversational, unpretentious with conversational, unpretentious
language (language (We're all very We're all very proud of your awardproud of your award).).
Chapter 6, Slide 44Mary Ellen Guffey, Essentials of Business Communication, 7e
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 of service, If I may be of service,
please do not hesitate . . . . please do not 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 of service, If I may be of service,
please do not hesitate . . . . please do not hesitate . . . . ).).
Chapter 6, Slide 45Mary Ellen Guffey, Essentials of Business Communication, 7e
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 maygoodwill messages may
be fairly short.be 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 maygoodwill messages may
be fairly short.be fairly short.
Chapter 6, Slide 46Mary Ellen Guffey, Essentials of Business Communication, 7e
Goodwill Messages:Goodwill Messages:Cards or Personalized Letters?Cards or Personalized Letters?
Goodwill Messages:Goodwill Messages:Cards or Personalized Letters?Cards or Personalized Letters?
Typical
Greeting
Card
Thank-You
Message
It's wonderful to visit
with someone as nice as you–
You make your guests feel so at home
by everything you do.
So this just comes to thank you
in a warm and special way–
For your hospitality was enjoyed
much more than words can say!
It's wonderful to visit
with someone as nice as you–
You make your guests feel so at home
by everything you do.
So this just comes to thank you
in a warm and special way–
For your hospitality was enjoyed
much more than words can say!
Chapter 6, Slide 47Mary Ellen Guffey, Essentials of Business Communication, 7e
Personalized 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,
Chapter 6, Slide 48Mary Ellen Guffey, Essentials of Business Communication, 7e
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.
Chapter 6, Slide 49Mary Ellen Guffey, Essentials of Business Communication, 7e
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
Chapter 6, Slide 50Mary Ellen Guffey, Essentials of Business Communication, 7e
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.
Chapter 6, Slide 51Mary Ellen Guffey, Essentials of Business Communication, 7e
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.
Chapter 6, Slide 52Mary Ellen Guffey, Essentials of Business Communication, 7e
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.
Extending SympathyExtending SympathyExtending SympathyExtending Sympathy