Transcript Business Communication: Process and Product, 4e

Chapter 9
Routine Letters and
Goodwill Messages
Mary Ellen Guffey, Business Communication:
Process and Product, 5e
Copyright © 2006
Write Business Letters…
• When corresponding with an outsider
• When a permanent record is necessary
• When formality is important
• When a message is sensitive and requires
an organized, well-considered
presentation
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 2
Writing Process: Phase 1
• Determine your purpose.
• Visualize the audience.
• Anticipate the reaction to your
message.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 3
Writing Process: Phase 2
• Collect information.
• Organize into a list or an outline.
• Compose the first draft.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 4
Writing Process: Phase 3
• Revise for clarity and conciseness.
• Proofread for correctness and
format.
• Evaluate by putting yourself in the
reader’s shoes.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 5
The Direct Pattern
• Frontload in the opening.
• Explain in the body.
• Be specific and courteous in the
closing.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 6
Frontloading in the Opening
• Begin with the main idea.
• Tell immediately why you are writing.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 7
Explaining in the Body
• Present details that explain the
request or response.
• Group similar ideas together.
• Consider using graphic highlighting
techniques.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 8
Being Specific and
Courteous in the Closing
• For requests, specifically indicate the
action you want taken and provide an
end date (deadline), if appropriate.
• For other direct letters, provide a
courteous concluding thought.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 9
Formatting Business Letters
• Set side margins for 1 to 1½ inches.
• Place the date 2 inches from the top
or 1 blank line below the letterhead.
• Leave 2 to 7 blank lines between the
date and inside address.
• Single-space within paragraphs and
double-space between. Don’t justify
right margin.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 10
Formatting Business Letters
• Decide whether to use full block (all
lines starting at the left margin) or
modified block (date and closing
lines starting at the center) letter
style.
• Allow 3 blank lines between the
complimentary close and the writer’s
name.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 11
Formatting Business Letters
Letterhead
Cypress Associates, Inc.
5090 Katella Avenue
Anaheim, CA 92642
WEB: [email protected]
PHONE: (310) 329-4330
FAX:
(310) 329-4259
2 inches from top of page
Dateline
May 18, 2006
2 to 7 blank lines
Inside
Address
Ms. LaTonja Williams
Health Care Specialists
2608 Fairview Road
Costa Mesa, CA 92627
1 blank line
Salutation
Dear Ms. Williams:
1 blank line
Subject
Line
SUBJECT: FORMATTING BUSINESS LETTERS
1 blank line
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 12
Formatting Business Letters
At your request, this letter illustrates and explains business
letter formatting in a nutshell. The most important points to
remember are these:
1. Set margins between 1 and 1½ inches; most word
processing programs automatically set margins at 1 inch.
2. Start the date 2 inches from the top edge of the paper or 1
blank line below the letterhead, whichever position is
lower.
3. Allow about 5 lines after the date—more lines for shorter
letters and fewer lines for longer ones.
The two most popular letter styles are block and modified
block. Block style, with all lines beginning at the left, causes
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 13
Formatting Business Letters
the least trouble. In modified block style letters, the date and
closing lines start at the center. For both styles the
complimentary close is followed by 3 blank lines before the
writer’s signature. Reference initials and enclosure notations,
if used, appear in the lower left corner, as shown below.
So that you can see additional styles, I’m sending our office
style guide. I certainly hope this material is helpful to you
and your assistants, Ms. Williams.
Complimentary
Closing
1 blank line
Sincerely,
Sharon Montoya
Printed
Name
3 blank lines
Sharon Montoya
1 blank line
Reference
Initials
SM:mef
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 14
Requesting Information
and Action
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 15
Opening
• Ask a question or issue a polite
command (Will you please answer
the following questions. . . ?).
• Avoid long explanations that precede
the main idea.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 16
Body
• Explain your purpose and provide
details.
• Express questions in parallel form.
Number them if appropriate.
• To elicit the most information, use
open-ended questions (What training
programs do you recommend?)
rather than yes-or-no questions (Are
training programs available?).
• Suggest reader benefits, if possible.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 17
Closing
• State specifically, but courteously,
the action you wish to be taken.
• Set an end date, if one is significant,
and explain why.
• Avoid cliché endings (Thank you for
your cooperation). Show
appreciation but use a fresh
expression.
• Make it easy for the receiver to
respond.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 18
Routine Request
“Before” Version
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 19
Routine Request: “Before” Version
Dear Sir:
Because we are one of the largest banking systems in the
country, we receive hundreds of résumés from job
candidates every day. We need help in sorting and ranking
candidates by categories, such as job classification,
education, work history, skill, and experience.
Recently, I was reading WORKFORCE magazine, and the
March issue has a story about your new software program
called Resumix. It sounds fascinating and may be the
answer to our problem. We would like more information
about this program, which is supposed to read and sort
résumés.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 20
Routine Request: “Before” Version
In addition to learning if the program can sort candidates
into the categories mentioned earlier, I’m wondering if the
program can read all the different typefonts and formats
that candidates use on their résumés. Another important
consideration for us is training and troubleshooting. If we
need help with the program, would you supply it?
Thank you for your cooperation.
Sincerely,
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 21
Routine Request
“After” Version
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 22
Routine Request: “After” Version
Dear Product Manager:
Please send me information about your Resumix software
program, which I read about in the March issue of
WORKFORCE magazine.
We receive hundreds of résumés daily, and, frankly, we
need assistance in processing them. Answers to the
following questions would help us determine if Resumix
could solve our problem.
1. In terms of fonts and formats, what kinds of résumés can
your software read?
2. Can the program help us sort and rank candidates by
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 23
Routine Request: “After” Version
categories such as job classification, education, work
history, skill, and experience?
3. How does your company provide training and
troubleshooting service for your software?
I would appreciate your response by April 1 so that we can
study the program before the rush of job applications in
June.
Sincerely,
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 24
Order Letters
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 25
Opening
• Use order language to identify the
message (Please send by UPS the
following items from your spring
catalog).
• Name the information source (the
May 2 advertisement in the Daily
News).
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 26
Body
• List items vertically.
• Provide quantity, order number,
complete description, unit price, and
total price.
• Prevent mistakes by providing as
much information as possible.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 27
Closing
• Tell how you plan to pay for the
merchandise.
• Tell when you would like to receive
the goods, and supply any special
instructions.
• Express appreciation.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 28
Direct Claim Letters
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 29
Opening
• Describe what you want done
immediately.
• When the remedy is obvious, state it
briefly (Please send 12 copies of
Model Memos to replace the copies
of Business Proposals sent in error).
• When the remedy is less obvious,
explain your goal (Please clarify your
policy regarding reservations and
late arrivals).
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 30
Body
•
•
•
•
•
Clarify the problem and justify your
request.
Provide details objectively and
concisely.
Don’t ramble. Be organized and
coherent.
Avoid becoming angry or trying to fix
blame.
Include names of individuals and
dates of previous actions.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 31
Closing
• End courteously with a tone that
promotes goodwill.
• Request specific action, including
end date, if appropriate.
Note: Act promptly in making claims,
and keep a copy of your message.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 32
Direct Reply Letters
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 33
Subject Line
•
•
Consider including a subject line to
identify the topic and any previous
correspondence.
Use abbreviated style, omitting
articles (a, an, the).
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 34
Opening
•
•
Deliver the information the reader
wants.
When announcing good news, do so
promptly.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 35
Body
•
•
•
Explain the subject logically.
Use lists, tables, headings, boldface,
italics, or other graphics devices to
improve readability.
In letters to customers, promote your
products and your organization.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 36
Closing
•
•
•
Offer a concluding thought, perhaps
referring to the information or action
requested.
Avoid cliché endings (if you have any
questions, do not hesitate to call).
Be cordial.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 37
Granting Claims
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 38
Opening
•
•
When approving a customer’s claim,
announce the good news
immediately.
Avoid sounding grudging or
reluctant.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 39
Body
•
•
•
Strive to win back the customer’s
confidence; consider explaining what
went wrong (if you know).
Concentrate on how diligently your
organization works to avoid
disappointing customers.
Be careful about admitting
responsibility; check with your boss
or legal counsel first.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 40
Body
•
•
•
•
Avoid negative language (trouble,
neglect, fault).
Don’t blame customers – even if they
are at fault.
Don’t blame individuals or
departments in your organization.
Don’t make unrealistic promises.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 41
Closing
•
•
•
Show appreciation that the customer
wrote.
Extend thanks for past business.
Refer to your desire to be of service.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 42
Claim Response
“Before” Version
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 43
Claim Response: “Before” Version
Dear Mrs. Winston:
Thank you for your letter of May 18 in which you complain
that you are receiving two issues of Home Office each
month.
We have checked into the matter and ascertained that the
misunderstanding resulted when you placed an order under
the name of Mrs. Wendy Winston. You claim that this new
subscription was made as part of your daughter’s magazine
fund-raising program at her school. If this is true, please
note that a computer cannot distinguish between your
current subscription for Mrs. H.C. Winston and a new one
for another name.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 44
Claim Response: “Before” Version
But we think we’ve straightened the problem out. We’re
extending your subscription for 14 months. That’s a bonus
of two issues to make up for the double ones you’ve
received. However, we can’t prevent you from receiving
one or two more double issues.
Sincerely,
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 45
Claim Response
“After” Version
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 46
Claim Response: “After” Version
Dear Mrs. Winston:
You’re right, Mrs. Winston. Instead of starting a new
subscription, we should have extended your current
subscription to Home Office. Beginning in January, you will
receive issues for 14 additional months–a bonus of two free
months.
You may receive one or two more double issues, but you’re
not being charged for them. Please share them with your
friends or neighbors. Although you ordered 12 months of
Home Office, we’re giving you 14 months–just to let you
know how important your satisfaction is to us.
Cordially,
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 47
Letters of
Recommendation
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 48
Opening
• Name the candidate and position
sought.
• State that your remarks are
confidential.
• Describe your relationship with the
candidate.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 49
Body
• Describe the applicant’s performance
and potential.
• Strive to include statements about
communication skills, organizational
skills, people skills, ability to work
with a team, etc.
• Include definite, task-related
descriptions (She completed two 50page proposals instead of She works
hard).
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 50
Body
• Include negative statements only if
they are objective and supported by
facts.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 51
Conclusion
• If supportive, summarize candidate’s
best points.
• Offer ranking of candidate (Of all the
accountants I have supervised, she
ranks in the top 10 percent).
• Offer to supply additional
information if needed.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 52
The Five Ss of
Goodwill Messages
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 53
The Five Ss of
Goodwill Messages
In expressing thanks, recognition, or
sympathy:
• Be selfless. Emphasize the receiver,
not the sender.
• Be specific. Focus on specifics rather
than generalities.
• Be sincere. Show your honest feelings
by using unpretentious language.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 54
The Five Ss of
Goodwill Messages
• Be spontaneous. Make the message
sound natural, fresh, and direct.
Avoid canned phrases.
• Keep the message short. Although
goodwill messages may be as long as
needed, they generally are fairly
short.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 55
Answering Congratulatory
Messages
In answering congratulatory messages:
• Send a brief note expressing your
appreciation.
• Tell how good the message made you
feel.
• Accept praise gracefully. Don’t make
belittling statements (I’m not really all
that good!).
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 56
End
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 9, Slide 57